Art SUMMER 2018 Business eurCult - Salon Success Limited › media › 720084 ›...

• STOCK • COMMUNICATION • MERCHANDISING •

Art Business Culture

ART Inspire your guests and team with our summer collection

BUSINESS Grow your guest list and peak your profits with our event pages and business advice for summer

CULTURE It’s not just what you do it’s the way that you do it – get inspiration from the Salon Economies

SUM

MER

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Our new Paul Mitchell® summer POP material certainly has a summer vibe. Featuring images from the brand’s new category collection with looks from modern and polished to bohemian and carefree, the new collection demonstrates how Paul Mitchell® categories fit into every woman’s lifestyle, creating hairstyles that are as unique as each individual’s personal style.

For summer we have focused on two model images to create Posters, Countertop and Floor pieces encouraging women to Live Beautifully with Paul Mitchell®. These will work alongside all the new materials, website and social media activity which includes the category collection. We encourage you to hang this POP material in your salon this season and benefit from all the publicity that will surround this campaign, helping bring new fans to the brand and new guests to your salon.

Gain seasonal inspiration for displays to pull guests through your door. From May to August we have included event features for summer, Father’s Day and multiple mini events inside.

Focus on the fundamentals to drive your business to greater success this summer. Check out our Salon Economies section demonstrating how to use all areas of the salon to your advantage when launching new Neuro Liquid®.

Our merchandising visuals and practical advice are there to help you maximize your Take Homesm sales this season, plus information on new product launches to help boost sales even further.

Set some time aside to read, plan and goal set with your summer ABC magazine. Send us your success stories and display photos, tick off your monthly planners, build windows, keep your shelves full and presentable, order summer promotions, get the team involved and work with your Salon Business Consultant to achieve your goals.

PAGE

3-29 Summer Events; including Windows, Visual Merchandising and Katie’s Top Tips

Centre fold out

The Salon Economies - build a story throughout your Guest’s salon journey

30- 35 Brand Inspiration; create a brand focus in your salon

30 - 39 Merchandising Must-Dos; the importance of good merchandising

40 Summer Support; from printed publications to online media, we have all you need to succeed

41 Streetscene; showcasing your windows

42 - 43 Signature Salon programme; rewarding your loyalty

WELCOME TO SUMMER 2018

CONTENTS

Zoë VearsDirector of Publicity

For more information about the brands and services offered by Salon Success,

please visit Salon-Success.co.ukIMPORTANT © Copyright Salon Success Ltd. UK. 2018. All rights reserved. Reproduction of this publication in whole or in part is strictly prohibited without prior written permission from the editor. Printed in England. All and any rights and interests in the trademarks and/or registered trademarks relating to the Paul Mitchell® products are U.S registered mark of John Paul Mitchell Systems Inc® . Printed on material from sustainable sources. Please recycle. U.S. registered mark of John Paul Mitchell Systems® 09660

GET IN TOUCHShare your windows with us, or get in touch: [email protected] or [email protected]

ZOË VEARS EDITOR

MICHAELA HUNT CONTENT EDITOR

KATIE WROE VISUAL MERCHANDISING CONSULTANT

CLAIRE TOMPKINS GRAPHIC DESIGN

JENNIFER STASZEWSKI GRAPHIC DESIGN

AYLESBURY STUDIOS PHOTOGRAPHY

www.salon-success.co.uk

ABC Magazine, Salon Success Ltd, 1-2 Millennium Point,

Broadfields, Aylesbury, Buckinghamshire HP19 8YH.

Tel: 0845 659 0011

#SALONSUCCESSUK

Share...

Find us on

at Salon Success UK

Look out for these symbols as your guide to our props BUY PROPS FROM KATIE WROE AT INSPIRED DESIGN BUY LOCALLY MAKE IT YOURSELF

TOP 201 Freeze and Shine Super Spray® 250ml

2 Spray WaxTM 125ml

3 Super Skinny® Serum 150ml

4 Hot Off The Press® 200ml

5 Shampoo One® 300ml

6 Thicken Up® 200ml

7 Freeze and Shine Super Spray® 500ml

8 Extra-Body Boost® 250ml

9 Platinum Blonde ShampooTM 300ml

10 Sculpting FoamTM 200ml

11 Super SculptTM 250ml

12 Extra-Body Sculpting Foam® 200ml

13 Color Protect® Shampoo 300ml

14 The Conditioner™ 300ml

15 Shampoo Two® 300ml

16 The Detangler® 300ml

17 Extra-Body Finishing Spray® 300ml

18 Forever Blonde® Conditioner 200ml

19 Extra-Body Shampoo® 300ml

20 Awapuhi Shampoo® 300ml

Paul Mitchell® packaging is in the process of being updated for clean and modern guest appeal. we are currently in a transition period so not all categories are updated to the new packaging yet, this means you will have both current and new packaging in your orders and on your shelves, but both can sit side by side and be sold as usual. Remember to rotate your stock so you sell through the current packaging before the new.

PACKAGING REFRESH

ART 3

#SALONSUCCESSUK

Reap the Rewards! Use this POP (Point-of-Purchase) material in your salon this season to benefit from all the publicity surrounding this campaign, linking your salon to new printed materials, web, PR and social media activity


2 Spray WaxTM 125ml

3 Super Skinny® Serum 150ml

4 Hot Off The Press® 200ml

5 Shampoo One® 300ml

6 Thicken Up® 200ml


8 Extra-Body Boost® 250ml

9 Platinum Blonde ShampooTM 300ml

10 Sculpting FoamTM 200ml

11 Super SculptTM 250ml

12 Extra-Body Sculpting Foam® 200ml

13 Color Protect® Shampoo 300ml

14 The Conditioner™ 300ml

15 Shampoo Two® 300ml

16 The Detangler® 300ml

17 Extra-Body Finishing Spray® 300ml

18 Forever Blonde® Conditioner 200ml

19 Extra-Body Shampoo® 300ml

20 Awapuhi Shampoo® 300ml

4 ART

VISUAL MERCHANDISING TIPSKatie Wroe - Visual Merchandising Consultant

1.

S U M M E R WINDOWS

2.

3.

TREND NEWSThe biggest trend for summer 2017 was tropical which we all loved and the great news is… 2018 is just as hot! Look out for all these hot new trends on the high street emerging now:

TROPICAL FIESTA – this trend is going to be even bigger than last year’s tropical. It’s foliage, foliage and more foliage; leaf prints are everywhere in home interiors and fashion this summer.

MEXICAN TREND - carnival colours are bright, bold and not to be missed.

CACTUS TREND - the biggest trend by far is the cactus, it’s this year’s pineapple. Any cacti goes, whether in pots, on wallpaper, prints and fabrics - they are the must-have this summer!

CREATE SENSATIONAL SUMMER DISPLAYSMake a statement in your salon and be THE place to visit this summer.

1. Have a look through our summer display ideas created just for you

2. Copy these ideas in your windows, or come up with your own

3. Always remember less is more; even though there are so many trends and props to choose from, don’t be tempted to add them all to your display at once

4. Make a clear simple statement in your windows, by following these simple tips, you will create more sales for your salon and the salon will look amazing too!

YOUR SUMMER STEP-BY-STEP GUIDEl You told us how much you loved the easy-to-

follow ‘how to guides’ from the spring edition of ABC magazine, so we’ve created more for you for summer (see right).

l ONE window SIX events – take a look at how you can get the best from one display by creating six mini summer events using your summer POP and inexpensive props (see

pages 10 and 11). Check out your local events too for more ideas.

l By refreshing your window regularly you will create more interest from passers-by; windows are your 24 hour advertising space and help turn passers-by into guests.

l Your guests will love seeing your new seasonal and event windows, particularly if you carry them through the salon with displays and features to create a summer vibe throughout.

We hope you love our new summer ABC Magazine packed full of ideas exclusively for you.

Enjoy and have a great summer, Love

STEP-BY-STEP GUIDE TO BUILDING YOUR SUMMER WINDOWSUse your Paul Mitchell® summer POP kit to help you build the perfect window, look out for our handy guide inside your kit.

STEP 1 - take a look at the window space you have available to create your display.

STEP 2 - position your POP material to give you an idea of space.

After hanging your posters add any hanging props if you are using them.

STEP 3 - add in any floor space props like Acrylic Cubes or Acrylic Columns and your summer Counter Top and Floor Piece.

STEP 4 - most importantly, add the product into the display.

STEP 5 - add your props - we added potted cacti to complete the story.

Step outside and check your display, is everything straight and facing forward? Remember 1, 2, 3 what do you see? You have just 3 seconds to get your window and message noticed.

4.

ART 5

#SALONSUCCESSUK

VISUAL MERCHANDISING TIPSKatie Wroe - Visual Merchandising Consultant

Props Featured Acrylic Cubes (Black or White) £64.00 set of 3

Acrylic Paul Mitchell® Logo Column (Small Black or White) £50.00 each

Faux Cacti

Cacti are a big interior trend

right now, using these as props

helps set the scene for summer

we love5.

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Summer EventW I N D O W E V E N T

LIVE BEAUTIFULLY

Use the summer Countertop at your Reservation Desk or Stylist Station to continue your window theme throughout the salon, attract guests’ attention and spark sales.

The summer season is here so it’s time to add a little colour and fun to your salon with the new Paul Mitchell® Live Beautifully POP and trend-driven props carefully selected by Inspired Design.

The new ‘Live Beautifully’ model imagery demonstrates how Paul Mitchell® categories fit into every woman’s lifestyle, creating hairstyles that are as unique as each individual’s personal style. Add some on-trend props like the colourful cacti shown on this page and you will have created an eye-catching window display that is sure to attract attention.

Whether your salon has a large, medium or small window area, we have shown different options to help you to create tailored displays to fit. Whether you use 1, 2 or 3 posters you can create a beautiful display, incorporating the right amount of props and product to complement perfectly.

LARGE WINDOW DISPLAY

COUNTER TOP

DISPLAY

SMALL WINDOW DISPLAY

ART 7

#SALONSUCCESSUK

Props Featured Paper Ice Creams £12.50 each


Acrylic Paul Mitchell® Logo Column (Large Black or White) £62.00 each

Acrylic Cubes (Black or White) £64.00 set of 3

Props Featured Cut-Out Cacti £19.00 set of 3



One of the most significant elements in the retailer’s commercial arsenal is the

window, or windows.SOURCE: RETAIL WEEK

Why not dedicate one of your windows to a particular brand you want to promote? For summer Neon® is the perfect brand to showcase in your window display, use the Ice Cream Props and Neon® POP to create a bright and fun display to attract your guests and passers-by.

HAVE SOME FUN WITH NEON®

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Father’s Day“Men are starting to get more

and more knowledgeable about beauty and are paying attention

to their looks: haircare is the biggest category, with shaving coming second.

Women still play a very important role in that market. A very big percentage of women are still buying men’s grooming lines as gifts, or on behalf of partners.”

Elodie Bohuon, Selfridges Beauty Buyer.

SOURCE: WWW.INDEPENDENT.CO.UK

A RETAIL OPPORTUNITY NOT TO BE MISSED Create a male focus using the MITCH® POP and tailored props throughout the Salon Economies, to encourage impulse buys and inspire guests to purchase for themselves or as a gift.

Create an eye catching in-salon display to link to your window and create a Father’s Day event. Feature Father’s day gift ideas alongside the MITCH® Countertop and guy-friendly tailored props.

of purchasing decisions are made in store, and the

opportunity for point-of-sale advertising to influence what people buy is clear

SOURCE: POPAI CONSUMER BUYING HABITS SURVEY

70%“

”

Father’s Day Opportunities• UK consumers spend around

£700 million celebrating their Fathers

• Father’s Day is the perfect opportunity to start a conversation about male grooming and increase your Take Homesm revenue and profits

• More men are paying attention to their appearance, boosting the growth of male-specific hair care products

• Men tend to be loyal buyers once they like a brand

SOURCES: WWW.GLOBALDATA.COM / WWW.FUNGGLOBALRETAILTECH.COM

W I N D O W E V E N T

ART 9

#SALONSUCCESSUK

Props Featured Acrylic Bearded Face £9.50 each

Nesting Striped Boxes £12.50 set of 5



Chalkboard

SUNDAY 17th JUNE

10 ART

W I N D O W E V E N T

Props Featured Clear Acrylic Nesting Cubes £18.50 each



Autumn Leaves £9.50 per bag

Jungle Leaf Bunting £7.50 each

Wellies and Coloured Lights

Summer Bag and Sunglasses

Tennis Balls and Plastic Strawberries

Clear Lights

One Window, Six Events

This is your basic summer event window, it’s your starting point for building your event displays. It shows the position of the poster and the acrylic logo column, which remain the same as you build the different event displays around them. This allows you to create multiple window displays, in minimal time, just by changing the product and props.

We have put together these 6 simple windows that can all be easily created in a short time, all you need is:

l 1 Window

l 1 POP Kit

l 1 Acrylic Paul Mitchell® Logo Column

l Acrylic Cubes

l Small selection of props, which can be sourced from a local shop or from Inspired Design.

These simple yet effective window displays allow you to change your salon windows throughout the summer months and beyond, keeping your salon guests engaged and passers-by intrigued.

TOP TIP: If you have a

large window and space allows then you can repeat the

display for maximum impact!

It’s time to add a little summer sun to your window! Sunglasses and a colourful beach bag are summer essentials, display these like we have alongside Color Protect® Shampoo and Conditioner. Get guests thinking about their summer holiday hair care and offer your professional recommendation to keep their hair looking its best all summer long.

Get Set for Summer

Summer Sun

ART 11

#SALONSUCCESSUK

To make the most impact we suggest you update

your windows every 6 to 8 weeks

SOURCE: KATIE WROE. INSPIRED DESIGN

Linking to a widely known summer event, such as Wimbledon, is a great way to create excitement and engage guests. We have used Clear Acrylic Cubes from Inspired Design to display tennis balls and plastic strawberries around Paul Mitchell® styling products – the perfect products to keep your guests’ hair flawless at any event. Why not continue this event throughout the salon, offer guests themed treats and promotions around the products you have chosen to display?

Fetes are a popular British tradition around summertime, create your own fete inspired window like the example shown here and make your guests’ experience one to remember at your salon summer fete. This is a great opportunity to reward your guests for their loyalty throughout the year; to tie-in with the theme you could have a guest raffle or tombola, giving guests the chance to win service upgrades, special offers or treats to Take Homesm.

Add a festival feel to your windows - simply add some wellies, coloured lights and the must-have items Dry Wash® and Freeze and Shine Super Spray®, to get guests thinking about their festival haircare essentials.

As the summer sun begins to fade it’s time to refresh your windows once again before the crazy Christmas season starts. The autumnal leaves in this display reflect the change in season and complement the Ultimate Color Repair® and Color Protect® products beautifully, add in the Countertop and Floor Piece and your stunning display is complete.

Summer Fete

Summer Festival

Autumn

Wimbledon: July 2018

12 ART

Props Featured Giant Green Leaf £21.00 each


SUMMER

Tropical leaves and

green foliage remain a

big trend for 2018

we love

ART 13

#SALONSUCCESSUK

Props Featured Clear Acrylic Nesting Cubes £18.50 each


Dipped Leaves £4.50 set of 3

SUMMER SUMMER

14 ART

SUMMER Props Featured Fiesta Pom-Pom Garland £9.50 each



Faux Cacti

Metal Buckets

ART 15

#SALONSUCCESSUK

SUMMER SUMMER

Props Featured Light Up Neon Cactus Call Katie for Stockist



16 ART

Props Featured (this page and opposite)

Leaf Banner £45.00 each

Pink Palm Banner £45.00 each

Striped Banner £45.00 each

Rose Gold Pineapple £16.50 each

Leaf Garland £22.00 each


Acrylic Paul Mitchell® Logo Columns (Large Black or White) £62.00 each


Potted Palm

BUILD A BEAUTIFUL BACKDROP Banners are an easy and effective way to create a stunning backdrop for your window displays, they are a great starting point for building your theme around and help to bring your windows to life.

Just by changing the banner in your window you can create a completely different look, so if you are looking for a simple way to refresh your window display then be inspired by the selection of banners available from Inspired Design.

SUMMER

ART 17

#SALONSUCCESSUK

SUMMER

18 ART

Props Featured Flamingo Banner £45.00 each

Watermelon Cases £14.00 set of 2

Yellow Hibiscus Flowers Garland (we used individual flowers cut from garland) £9.50 each



NEURO® LIQUID INTELLIGENT STYLINGBUILD A STORY THROUGHOUT YOUR GUESTS’ SALON JOURNEY

The Salon Economies are areas within the salon to increase sales and maximise your guests’ experience.

See inside for ways in which to use this marketing concept to successfully launch NEW Neuro® Liquid with maximum impact

THE TOOL BAR

Salon Economy

WINDOWS

Salon Economy

THE COLOR BAR

Salon Economy

STYLIST STATION

Salon Economy

DIGITAL

Salon Economy

TAKE HOME

Salon Economy

IN-SALON DISPLAY

Salon Economy

RESERVATION DESK

Salon Economy

THE WASH HOUSE

Salon Economy

PREVENTS THERMAL DAMAGE

UP TO

86%*

*When using Neuro® Prime. Products were tested by an established, independent third-party laboratory.

ART 19

LIQUID

LIQUID

FOCUS ON NEW PRODUCTSHEAT UP SALON REVENUES WITH

THE LAUNCH OF NEURO® LIQUID

Build a Neuro® story throughout the guests’ salon journey to trigger interest and Take Homesm purchases with the Salon Economies, areas within the salon where you can increase sales and maximise the guest experience. Discover ways in which to use this marketing concept to launch the new Neuro® Liquid products with great impact…

SWITCH ON SALES BY USING EACH OF THE SALON ECONOMIES TO CREATE

A FOCUS FOR THE LAUNCH OF NEURO® LIQUID

Every key area in your salon is an opportunity to engage your guests and tell a story. With Visual Merchandising, you can create a seamless campaign to launch the Neuro® Liquid collection at every touch point of the guest experience.

Use the Salon Economies to successfully launch Neuro® Liquid in your salon. Guests will love you for offering guilt-free heat styling and professional products to complement Neuro® electrical tools to Take Homesm

Visit the Salon Success Pro Site for free business tips, downloads and support materials – salon-success.co.uk/Pro

Plan your launch and start styling with Neuro® Liquid. Use this handy checklist to help you get started.

SMART STEPS FOR SELL-THROUGH

1. Choose the Introductory Offers and/or Salon Kits that are best for your salon.

2. Schedule a date and time to merchandise your new products with your salon consultant.

3. Gather merchandising support, POP, salon imagery and pricing for your salon displays.

4. Host a team meeting with your salon consultant to launch Neuro® Liquid to your salon team.

5. Schedule your in-salon education class for you and your stylists.

6. Assign a brand ambassador to advocate for the brand and educate new stylists who come on board.

7. Launch a contest for stylists to incentivise their achievements and celebrate their successes.

8. Plan an event in your salon featuring Neuro® Liquid and cross-promote Neuro® tools using the step-by-step guide in this brochure.

FOCUS ON NEW PRODUCTS

Where the guest experience begins and ends

RESERVATION DESK

Salon Economy

“More people made a purchase because of an eye-catching window

display than social media and advertising activity ”

SOURCE: MINTEL UK CHRISTMAS SHOPPING 2016

Props Featured Ceramic Cacti

CHECKLIST

Use the free Neuro® POP material to build window displays

Order exclusive seasonal props from Inspired Design

Appoint a champion in your salon to update and maintain your windows – we recommend changing them every 6 weeks.

A beautiful display entices guests to interact with the new collection. Create a ‘wow’ display using a focal sign and group the Neuro® Liquid products with tools to tell a complete story.

CHECKLIST

Create in-salon displays with props and minimal stock to link to your window display

Keep it focused and avoid mixing Neuro® Liquid with other brands. Stick to one message per display

Brush up on product knowledge with the Product Guide – ask Club Services for the latest copy.

CHECKLIST

Feature new products at the Reservation Desk to create impulse buys

Place POP material here to link to your window display

Use social media to engage with guests and promote Neuro® Liquid – visit Salon-Success.co.uk/pro for downloads and content

Make a great first impression with a warm welcome.

Props Featured Acrylic Paul Mitchell® Logo Column (Small Black or White) £50.00 each



Neon Rope Light Call Katie for Stockist

WINDOWS

Salon Economy

IN-SALON DISPLAY

Salon Economy

Windows are the first impression of your business and

your 24-hour advertising space

Windows are an ideal way to showcase Neuro® Liquid to the world. Create a story with your

product displays and entice passers-by to learn more.

Create impulse buys and spark purchase decisions

STYLIST STATION

Salon Economy

Celebrate your professional expertise by creating an experience guests can’t get at home

THE TOOL BAR

Salon Economy

Where extra revenue and loyalty are built

Part display, part play. A place where guests can experiment and learn

The best place to get key messages across to guests

The Reservation Desk is the first and last stop on your guests’ journey through the salon. Keep your display compact and focused. Use Neuro® POP signage and a small assortment of products to communicate the collection benefits.

Feature Neuro® styling products and tools at the Stylist Station and educate your guests on why advanced thermal protection is so important.

CHECKLIST

Offer professional advice and demonstrate your expertise by recommending the right Neuro® tools and Neuro® Liquid products to guests

Use and demonstrate products to encourage higher Take Homesm sales

Let guests know how you can help them with their thermal protection needs – visit salon-success.co.uk/pro for dialogue and advice on how to best approach this relevant subject

Feature POP to create a theme from your window and throughout the salon

Offer Wash Housesm Service Menus including Neuro® Lather and Rinse Talk guests through new products

while they are at the Color Barsm. Find out about their styling routine and see how Neuro® Liquid could fit into their lifestyle.

CHECKLIST

Thermal protection can help to reduce colour fade, so in addition to all the colour protection products available from Paul Mitchell®, Neuro® Liquid can also offer your guests great benefits

Focus on upgrading every guest to a colour service, from blonding and vibrant results from POP XG, to low commitment colour with The Demi, Paul Mitchell® Professional Hair Color has 20 years of experience under its belt to offer something for everyone

Use the Neuro® Lather and Rinse at the Wash Housesm and elevate the experience with a complimentary Neuro® Repair treatment. After their service, let guests know where to find the products to Take Homesm.

CHECKLIST

Create Neuro® Liquid themed Wash Housesm services including Neuro® Lather, Rinse and Repair to get hair back in shape

Talk guests through the products you use at the Wash Housesm and how they are available for them to Take Homesm

Ask your Salon Business Consultant about our free business boosting Wash Housesm in-salon class

Add some Neuro® Liquid POP material to promote what’s new.

THE WASH HOUSE

Salon Economy

THE COLOR BAR

Salon Economy

Celebrate your professional expertise by creating an experience guests can’t get at home

Go beyond retail. Offer your guests a way to bottle their salon experience

The Neuro® Liquid collection was developed to complement Neuro® tools, so this is the perfect area to cross-promote both. Use signage and showcase a small lineup of products, so guests can understand the importance of the exclusive Neuro® HeatCTRL® thermal protection.

CHECKLIST

Without protection, exposure to high temperatures from dryers and irons can dehydrate hair, causing the outer cuticle to crack. Educate guests to use Neuro® Liquid to protect their hair

Ask Club Services about the Neuro® heat resistant Tool Barsm available free with Neuro® tools

Hold a guest styling evening to demonstrate Neuro® tools and Neuro® Liquid products

Use the Neuro® tools on guests to encourage higher Take Homesm sales

Cross merchandise your Tool Barsm with Neuro® Liquid thermal protection products to Take Homesm.

CHECKLIST

Check out the May/June New & Now Magazine for all our Neuro® Liquid launch offers

Add the Neuro® Liquid products to your shelves and offer your guests the most complete collection of professional thermal protection products

Got a Versatile Stand? Ask Club Services about our free Neuro® Liquid insert

Need a Counter Top Merchandiser? Check out the May/June New & Now Magazine

Use the Guest Recommendation Leaflets and find Tip Cards on the Pro Site to assist guests with Take Homesm purchase decisions

Create in-salon displays to link to your window.

CHECKLIST

Feature Neuro Liquid® products on your website, social media pages and blog

Create a Neuro Liquid® email to send to your guest database, make sure you are GDPR compliant

Visit the Pro Site for free social media cover images and artistic shots to use on your channels

Share the Neuro Liquid® videos on your social media to create guest awareness and interest

Use the guest event invitation template on the Pro Site to invite guests to a Neuro® salon event

Feature how-tos you’ve created in the salon on your social media

Post Neuro Liquid® and Neuro® tool transformations on social media

Continue the Neuro® journey with beautifully merchandised Take Homesm shelves. Remember, basic visual principles apply, whether your salon has a small shelf display or a large retail area.

Extend your message outside the salon with social media and web activity

Give guests another reason to visit your salon by promoting what’s new and the benefits of Neuro® Liquid online.

DIGITAL

Salon Economy

TAKE HOME

Salon Economy

ART 27

#SALONSUCCESSUK

NEURO® LIQUIDProps Featured Acrylic Paul Mitchell® Logo Column

(Small Black or White) £50.00 each



28 ART

SUMMER

ART 29

#SALONSUCCESSUK


Coloured Nesting Boxes £25.00 set of 6

Watermelon Cases £14.00 set of 2

Beach Balls £9.50 set of 3



NEW LOOK Paul Mitchell® Bonus BagsAll your guests’ cleanse and condition favourites beautifully bagged and ready to merchandise.

Create a stunning window display with these beautifully bright Bonus Bags and a selection of summer themed props, the striking colours will catch your guests’ attention and create excitement, prompting Take Homesm sales.

SUMMER SUMMER

Special displays are a great way to get your guests to engage with a particular product or promotion, display the new Bonus Bags on a special display near the Reservation Desk or Take Homesm area to create interest – guests love new!

30 ART

Props Featured Striped Canvas Stands £29.00 set of 3


Number Balloon

White Cardboard Numbers

To celebrate 20 years of Paul Mitchell® Professional Hair Color we have created new Colour POP, display the Posters and Floor Piece alongside a selection of colourful props to highlight that you offer outstanding Colour Services in your salon.

PAUL MITCHELL® PROFESSIONAL HAIR COLOR

POP AVAILABLE FROM JULY

ART 31

#SALONSUCCESSUK

LIVE BEAUTIFULLY IN COLOUR TOP TIP:

Cross promote Colour Services with colour care products to Take Homesm,

recommend Blonde, Color Protect® and Ultimate Color Repair® products to guests to care

for their colour investment.

POP AVAILABLE FROM JULY

32 ART

TEA TREE


Palm Banner £45.00 each


Sand

Hurricane Lamps

Wooden Panels

Grass

Faux Cactus

Chalkboard

Bamboo Poles

Hessian Pots

Create a feature display for Tea Tree showing the money-saving duos available which are perfect for Father’s Day, travel and gifting

ART 33

#SALONSUCCESSUK

TEA TREE

34 ART

AWAPUHI WILD GINGER®

Props Featured Bird Cage Stand Call Katie for Stockist

Red Flowers

ART 35

#SALONSUCCESSUK

MARULAOIL

Props Featured Pink Palm Banner £45.00 each




Sand

Chalkboard

Glass Cloche

Flitter Glitter

Showcase the new MarulaOil Volumizing Shampoo and Conditioner by displaying them in glass cloches. Create a window display and in-salon feature display to show what’s new and get a conversation going.

BUSINESS TIP: MarulaOil appeals to your luxury loving guests. Educate the team on the benefits of

the new products, the MarulaOil story and focus on recommendations for Take Homesm. Never let your stylists decide the price your guests are willing to

pay for products, look for signals that a guest might want to treat themselves or try something new.

36 ART

R E T A I L M E R C H A N D I S I N G

MER

CH

AND

ISIN

G M

UST

-DO

S

Your permanent retail shelving, or Take Homesm area helps hold the key to additional salon sales. Get it right and it could help pay your rent. Keeping stock neatly merchandised, dust and hair free and on the right shelves will boost your speed of sales. Ask your Salon Business Consultant to show you how.

Be a reliable stockist by always having plenty of the best sellers. See page 2 for the Paul Mitchell® current Top 20.

Use model imagery and shelf signage to help attract and inform your guests. The Tea Tree Scalp Care Anti-Thinning system offers products for a specific need, the Versatile Stand Insert helps communicate the benefits to guests, ask Club Services about our current inserts available. Alternatively use your Signature Salon Points to create imagery and signage that fits your Take Homesm area.

Ask a friend or family member to locate a high-selling or new product in your salon and observe their behaviour. How easy was it for

them to find this product? Did they feel that the product stood out?

46%“of clients invest in

professional products from the salon because their

hairdresser recommended it to them”SOURCE:

LAYEREDONLINE.COM

#SALONSUCCESSUK

R E T A I L M E R C H A N D I S I N G

BUSINESS 37

Ask a friend or family member to locate a high-selling or new product in your salon and observe their behaviour. How easy was it for

them to find this product? Did they feel that the product stood out?

TRY THIS

1. Use multiple facings of your best-selling products to increase sales

2. Feature more of the products that your guests buy most

3. Every bottle should face the front and sit on the shelf’s edge so it’s easy to grab and easy to buy

4. Check regularly that all product displays are tidy, if a guest buys a product make sure the empty space is filled or adjusted – you can’t sell what you haven’t got

5. Make sure prices are clearly marked on each bottle, or next to it, and the area is well lit

6. Tell a story by grouping categories of products together for example all Extra Body products together

7. Educate the team so they feel confident and empowered to recommend to guests

8. Use Take Homesm Menus to help educate guests on which products are right for them – ask Club Services for these

9. Use your Signature Salon points to create signage and shelf talkers tailored to your needs

10. Request some product education training from your Salon Business Consultant so every Stylist is confident to recommend products to guests

11. Be an expert; visit other professional retailers like department stores and supermarkets to gain inspiration and check out how they’re merchandising for success.

12. REMEMBER – your Salon Business Consultant can help you with all of the above.

T O P T I P SO F R E T A I L

M E R C H A N D I S I N G

88%“of retail sales are

made in bricks and mortar stores”SOURCE:

RETAIL ECONOMICS UK

38 ART

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Every inch of your salon costs you money. Think of the areas or economies in your salon that have the potential to make you money – are you doing all you can in these areas?

Be VisualWe’re overwhelmingly visual when digesting information in comparison to our other senses. If you’ve ever doubted the importance of your salon’s visual merchandising, this statistic should catch your attention:

83% of the information our brains process comes in through our sense of sight.SOURCE: JESSICA BIANCHI, SHOPIFY.COM

Prompt a PurchasePromotional merchandising or visual merchandising is designed to pull in the guest and get them interested in purchasing. Promoting a category, promotion or new products is an impactful and engaging way to help spark conversation and increase interest and sales.

From POP to ShopWe create all our POP material with your salon in mind, from seasonal POP to keep your salon current, to new launch POP to help you create a buzz around a new product, to brand-building POP – the power of POP helps guide your guests to a purchase.

V I S U A L M E R C H A N D I S I N G

77%“of clients notice

marketing materials and messages in the salon telling

them about the products available to buy”SOURCE: LAYEREDONLINE.COM

#SALONSUCCESSUK

BUSINESS 39

1. Use the 3Ps; Product, Props and POP, to fully communicate a branded message and grab your guests’ attention

2. We only have a few seconds to view and process displays so keep them simple, bold and focused on one brand

3. Build window displays in a triangular formation to create balance and effectiveness

4. Create shopable in-salon feature displays with larger amounts of product for guests to browse and buy

5. Create mini in-salon displays with props and POP to link to your salon window. Odd numbers of products and props tend to work best

6. Experiment with varying heights to create visual contrast and boost engagement in your displays

7. Locate your special displays in a high-traffic area separate from your Take Homesm area, for example near your Reservation Desk

8. Aim to update your promotional display at least once a month to keep attracting attention

9. Plan your promotional calendar; use the latest New and Now promotions and ABC magazine as guides and inspiration. Link to seasonal and national events

10. Guests like to try before they buy, link your promotional displays to your Reservation Desk with tester products or displays. Let guests know the products you are using on them at the Stylist Station and recommend them to Take Homesm

REMEMBER – your Salon Business Consultant can help you with all of the above.

T O P T I P S

3. BUILD WINDOW DISPLAYS IN A TRIANGULAR FORMATION TO CREATE BALANCE AND EFFECTIVENESS

4. CREATE SHOPABLE IN-SALON FEATURE DISPLAYS WITH LARGER AMOUNTS OF PRODUCT FOR GUESTS TO BROWSE AND BUY

5. CREATE MINI IN-SALON DISPLAYS WITH PROPS AND POP TO

LINK TO YOUR SALON WINDOW.

FOCUSING ON A CATEGORY, PROMOTION OR NEW PRODUCTS IS AN IMPACTFUL AND ENGAGING WAY TO HELP SPARK CONVERSATION AND INCREASE INTEREST AND SALES.

V I S U A L M E R C H A N D I S I N G

O F R E T A I L M E R C H A N D I S I N G

40

SUPPORT FOR SALONS

To set you up for the summer season we have a whole range of support

materials available especially for you. From printed publications to online

media and much more, we have all you need to

succeed.

Designed with your salon in mind; from your Windows to the Wash Housesm and all throughout the Salon Economies, make an impact and stand out from the crowd by creating a link from your salon to all the national publicity, social media and PR surrounding this campaign

Create beautiful displays and increase Take Homesm sales with ABC magazine as your guide. We offer a selection of display examples and free POP material to help you build displays, alongside access to window props available exclusively from Inspired Design

Save money and offer your guests added value with our New & Now promotions, create monthly promotional displays to entice guests and prompt guest purchases

Your Salon Business Consultant is there as your face to face support, helping you to build all aspects of your business. This professional service is backed up by our Club Services Consultants who are at the end of the phone to take your orders, answer your questions and help build your business

We have a whole host of education available to you in 2018, visit the Pro Site to view our latest education brochure which details all we have to offer

From the latest press releases to PR coverage for key products or product awards, you can view all our achievements and press releases on our Pro Site

We consistently promote our brands to consumers in print and media directing consumers into salons to buy. Re-share our content to your salon audience and follow us on Facebook, Twitter, Instagram, YouTube and Pinterest at PaulMitchellUK

S U M M E R

Find all the marketing support you need online; you can access social media assets, imagery, templates, business advice, ABC and New & Now magazines and lots more on your professional website. salon-success.co.uk/pro

A TRUE CONSULTANCY

EDUCATION

NEW & NOW MAGAZINE

PRO SITEABC MAGAZINE

SUMMER POP

PUBLIC RELATIONS

CONSUMER AWARENESS

#SALONSUCCESSUK

CULTURE 41

STREETSCENE

Check out the spring window displays you’ve built! Here is just a selection of the fantastic photos we received, visit the Salon Success Facebook page for more examples.

For pavement power change your

window display every 6-8 weeks

KATIE WROE, INSPIRED DESIGN

at Salon Success UKwww.salon-success.co.uk

DOTTYLINESANTHONY MICHAEL HAIR DI CARLO’S

HARRY ANTHONY HAIR THE HAIRBAND HEAD OFFICE HEAD OFFICE

IMAGE INTERNATIONAL IMAGE INTERNATIONAL ILLUSIONS THE GROVE EXPERIENCE

DAVID YOULLZEN CHAPTERS

PRUNERS HAIR & BEAUTY

42

Our success is your success. We appreciate your commitment to us and we want to recognise this valued partnership, which is why we offer the Signature Salon Programme as a thank you for being part of our success.

What the Signature Salon Programme offers you:

Every Paul Mitchell® pound you spend with us grows your reward package and you are in control of how you receive your rewards, choose to treat yourself, your business or your team. You know your business better than anyone else, which means you know exactly what you need to see it grow.

You earn points for every pound spent on Paul Mitchell® Take Homesm products. Points are accumulated and are valid for 2 years so you have plenty of time to save or spend your points on the rewards you deserve.

The Signature Salon Programme is there to give your business a boost, and help develop our relationship with you as ‘The True Professional’.

How do I become a Signature Salon?

Spend £600 per month on Take Homesm brands from the JPMS Portfolio** including;

Paul Mitchell®, Green Tea Tree, Awapuhi Wild Ginger®, MITCH™, MarulaOil, Neuro® and John Paul Pet™.

BENEFITS OF BEING A SIGNATURE SALON – REWARDING YOUR LOYALTY

**Exclusions apply. Paul Mitchell® Professional Hair Color and Salon Success portfolio brands not included.

(Based on 6-month average purchase i.e. spend £3600 in 6 months)

ARTWORK FEATURED IS SUBJECT TO CHANGE

PERSONALISED POP TO FIT YOUR SALON WINDOW SPACE IS AVAILABLE WITH YOUR SIGNATURE SALON POINTS -

CONTACT US WITH YOUR SIZES FOR A QUOTE

43

#SALONSUCCESSUK

YOUR LOGO HERE

FOR MORE INFORMATION, PLEASE CONTACT YOUR Salon Business Consultant or

email: [email protected]

As a Signature Salon you’ll receive many Bonus Benefits

Custom Reward PackageEarn points on the purchase of Paul Mitchell® products and redeem rewards. Choose from product, electricals, educational tools, Signature Services and personalised items.

In-Salon Education and Regional EventsRedeem your points on in-salon education, tailor-made to your salon or use your points towards the ticket price for Paul Mitchell® Regional Events*. We know that great education is a motivating experience for Stylists. It boosts confidence, ensures you are up-to-date and increases your likelihood of being the best you can be.

Exclusive POPPersonalised POP (Point-of-Purchase) material to enhance your salon décor and transform your salon display. Your favourite current images, your way, to fit your salon, with your name on… all available to you with your Signature Salon points.

Salon Locator PriorityDirecting guests straight to your door from paul-mitchell.co.uk highlighting your superior service.

*Select events only.

FIND US HERE YOUR LOGO HERE

YOUR LOGO HERE

YOUR LOGO HERE

YOUR LOGO HERE

BESPOKE SEASONAL POP - A1 POSTER 4000 SIGNATURE SALON POINTS

BESPOKE IN-SALON DIRECTIONAL POP - CONTACT US WITH YOUR REQUIREMENTS

FOR A QUOTE

BESPOKE BRAND POP - PULL UP BANNER 4000 SIGNATURE SALON POINTS

BESPOKE A-BOARD DESIGNS - A0 SIZE INSERT 1950 SIGNATURE SALON POINTS

BESPOKE BRAND POSTERS - A1 POSTER 4000 SIGNATURE SALON POINTS

l Complimentary colour education all year long

l Pigment Points loyalty programme

l Marketing support

l Colour care products to Take Homesm

l Performance. Pure and simple

l Cruelty-free

l Vegan

l Celebrating 20 years since launch

l Truly professional – no supermarket brands.

WHY CHOOSE PAUL MITCHELL® PROFESSIONAL HAIR COLOR?Join us in celebrating 20 years of Paul Mitchell® Professional Hair Color, providing outstanding colour products and Color Barsm support, we are committed to keeping colour in the salon where it belongs. Stay tuned for special limited edition offers coming soon!

www.paul-mitchell.co.uk

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