BETH MINARDI: BIG-NAME SALONS BATTLE BACK!
by Naomi Mannino
Learn from the master colorist herself, that we´re all in this economy together, and see how the tough get going when the going gets tough in the salon!
Given the economy last year, what´s your opinion of the current state of the salon industry?
I know all of us have seen a dramatic change from the smallest, small-town salon to big city upscale salons like mine except that nobody´s admitting it. I´m guessing the salon business on the whole is down a good 15% if not more. And, I bet the drug store brands are making a killing!
What do you hope is a client´s first impression when entering your salon?
We want her to feel so welcome and that she has certainly come to the very best place. That´s one thing we will not change no matter what the economy brings.
Have you seen the effects from the economy on the coloring business?
I see the wealthiest women showing the most fear. They want the finest products with the salon they love but simply want to pay less. My clients don´t give up coloring — but they will go longer between appointments. Instead of coming every three or four weeks they´ll stretch it to five or six, which can translate into two or more visits less per year.
How do you help clients in this situation?
If I hear the fear in their voice about spending money, I will advise them to go a little closer to their natural shade to minimize grow-out noticeability to go longer between touchups. I might also suggest fewer highlights and less contrast. You have to let them know you feel their pain. Another thing we do is offer “Mondays at Minardi” where my Junior colorists will color for a fraction of the price — and they´ve all been expertly trained by ME! I´d rather find ways for clients to spend less with me than go elsewhere or (gasp!) color at home. I also have referral programs and a loyalty program because attracting new clients is the life-blood of a salon.
How have you cut your own costs in your salon?
We invested in LED full-spectrum lighting from Eco-Lite to drastically cut our electricity bill because the bulbs put out ambient light, but not the heat, while boosting our coloring efficacy because results can be seen realistically, perfectly. You won´t have to replace these bulbs in a year, too! As tough as it is, we cut back on unnecessary employees and costs: We may have one less housekeeper, a few less fresh flowers, one less desk person… so that our clients can continue to enjoy that pampering ambience and expert beauty experience. They´ve got to feel the love and experience quality — that just can´t change.
Have you found any ways to save money using the color products?
Don´t mix more than you need: If you do 40 clients a day and save 1/2 ounce of color per client, you have saved 20 ounces of product per day. That is equal to 10 tubes or 10 bottles of hair color!
Your evaluations have been described as “rigorous.” Is it sometimes difficult to evaluate people?
I will not sacrifice on skills or quality! It is always difficult to evaluate people honestly because sometimes what you need to communicate is not flattering. To maintain the highest standards, I expect the best a person can provide. Everyone´s “best” is different. But, there is a “Beth Minardi´s Standard” and that is a high one.
Your salon has a special culture between stylists, even in this down economy, where there is no competition for clients. How do you accomplish this?
Since our stylists don´t work on commission, there is no fear or competition between stylists for clients. The client is a Minardi Salon client. We are all links in that strong chain.
There is no room for error in coloring products. What makes a color product successful?
I believe a color product is successful when it performs as the manufacturer says it will perform, when the shade is accurately named, and when the color looks great three weeks after it was processed. Then it is worth the price!
How do you maintain your optimism through this difficult economic time?
Even if your salon is suffering, just like the rest of us, you simply have to believe better times will come again! Right now, just about everyone needs a place where they can sit and believe that everything is going to, “be ok” and, there is no better place than your salon for making people feel better. You have to smile brightly and treat every client that walks in your door the very best you can and give them the best service and skill you can.