Daniel Kaner, co-president of Oribe Hair Care, described being in the salon business like no other job in beauty, as it is unique in so many ways. For starters, service and education are taken to a “whole other level” as the relationship between a customer and a stylist is key to making a sale.
“We don’t offer gift-with-purchase or sales promotions to create purchase intent. Loyalty to a product is the result of a stylist recommendation,” he said.
Success, Kaner continued, hinges on getting stylists behind a brand as there is often minimal advertising support to help promote it. He added that his company targets salons based on their clientele’s demographics, ultimately the potential product consumer.
The frequency that customers visit salons — every six to eight weeks — helps build trust and a relationship with salon workers and provides a captive audience. “Can you imagine a customer sitting in a chair for 45 minutes or more ready to listen about your brand?” he asked the crowd.
He reminded the audience that the professional hair care industry was at one time a cottage industry run by “mom and pop” operations carrying only professional products. Today, international beauty powerhouses control many of the salon brands available, essentially “closing the doors on the independent brand.” So, for an indie brand, there is much more focus on direct distribution, a “confusing and expensive” way to go to business. “Relationships need to be cobbled together. There are the primary and secondary brands, with indies fragmenting for coveted shelf space. The better brands out of 275,000 doors fight for 1 to 4 percent of that market. Last year I was in the field for five months duking it out, respectfully, with my peers [for shelf space].”
Kaner then mentioned the very touchy subject of salon brands entering the mainstream mix.
“These aggressive manufacturers are now bypassing salons and going to consumers with a multichannel strategy, devastating the very group that brought them their brands to national prominence,” Kaner said.
Another competitor salons have to face is the Internet, one that again bypasses salons. But Kaner is optimistic that the hair care category will prevail in that salons “meet the needs of guests in a personal way. This is an advantage.”
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
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@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
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