An experiment in marketing leads to advanced hair-tool education and a newfound interest in clippers and trimmers.
In early 2014, Andis introduced the American Legacy Collection—an experimental marketing campaign utilizing several of its own employees as makeover models in an attempt to illustrate the variety of styles that can be achieved with Andis clippers and trimmers. Beauty Store Business documented the campaign (April, BSB, page 62) with the help of Andis vice president of marketing Karen Formico, enabling us to provide you with a sneak peek of the campaign and interviews with the employees involved.
Retailers must always be vigilant for an old risk.
Picture this: Someone runs into your store, grabs an armful of merchandise and exits through the front door into a waiting van. The vehicle speeds off before you have a chance to see the license plate. That scenario can happen any time. It’s just one of the many tricks shoplifters pull to separate retailers from their merchandise.
Sunbeam Candles uses the power of sun, wind and employee spirit to generate a growing customer base.
Sunbeam Candles began in 2004, but owner David Gould says he’s enjoyed creating candles since his college days, 21 years ago. Back then, it was a fun way for Gould to make extra money in between semesters at the University of Michigan in Ann Arbor. “I sold candles throughout Michigan before moving around to pursue music in Chicago and Boston,” states Gould. Each place Gould moved he brought his candle supplies with him, selling to various stores along the way.
Sal Mauceri, Wella North America’s new CEO, focuses on leading innovations to maximize success for consumers, stylists and beauty stores.
Already established with a proven track record in business and marketing, Salvatore Mauceri discovered the beauty industry in 2005—and he hasn’t looked back. As the director of global developing markets for Wella, the Salon Professional Division of P&G, he built business in more than 90 countries. But this year, he accepted a new role as North America CEO. And this self-described “very competitive person” who always wanted to “make a big difference” is already enacting savvy advancements, from open-line innovations to an increased focus on education.
Help your customers apply the right balance to keeping clean, healthy skin.
While I often hear of women who do not wash their face before they go to bed, I also often see the opposite, namely men and women who wash, cleanse and scrub too much, thinking that “squeaky clean” is the goal. As is often the case, a right middle is the best. As you recommend various cleansers, cleansing tools and exfoliators, here are some things to keep in mind.
Believe it or not, keeping a positive attitude can actually boost your profits.
Happy workers mean higher profits. Customers are inspired to buy more when everyone on the job communicates a positive mental attitude. Saying’s not doing, of course. Just how can you promote good workplace vibes? Management gurus say it’s a two-step process. First, make a decision to develop and maintain your own healthy emotional outlook. Second, inspire this same mental state among your employees. It all starts with you.