The effects ofthroughout the salon industry
It seems that most product distributors and manufacturers have abandoned their commitment to the professional salon industry by diverting their products and brands into the likes of the Targets, WalMarts, and Walgreens across the nation.
While this will surely benefit the manufacturer’s or distributor’s revenue and profit, it is always at the expense of the very salon professionals that built these brands. So many salon brands are available, in one form or another, as off-the-shelf products that dilute the perceived benefit salon professionals are able to provide their clients. Moreover, when the economy slumps, and more people begin to consider at-home treatments rather than going to their salon, it is the brand manufacturers and distributors that thrive while their loyal salon professionals suffer.
There is an excellent article on product diversion here.
Transforming from a Hairdresser into an Artist
As salon owners, operators, or professionals; your image is the pinnacle component of a returning and loyal clientele. Your image is developed by a vast array of qualities you convey to your clients including your skill, artistry, service quality, professional attitude,, personal attention, and product knowledge. However, among the most important qualities of the image you portray is the sense of exclusivity. When your clients understand that you offer a service that is of higher quality, unique, limited by your personal time and attention, and in high demand you will cross the chasm from being a hairdresser to being an artist. Artists are able to demand more money for their time and services because their services offer an intangible quality that can only be determined by those who appreciate it the most; your clients!
When you achieve this you will no longer be providing a commodity service subject to the supply and demand forces of your local market. You will be providing a valued and coveted art form that will be considered priceless by those few that can appreciate the value of beauty and a sought-after desire for those who can’t.
The critical importance of exclusivity and non-
One of the most important components of developing this image is the products you select to partner with in developing your image. The instant your client realizes that they can find your product in the corner drugstore or supermarket is the very moment you have lost every opportunity to become an artist in their mind. No matter how fined-tuned your skills are, how professional your attitude is, and how much time and expense you spend on continuing; your clients will always have a tendency to credit the products with their fantastic experience. This is especially true when the product manufacturer spends hundreds of millions of dollars each year promoting how their product solves the very problem your client presented to you. This is where becomes nothing less than a theft of the time YOU put into their product. The very product you are loyal to and pay so much money for is using you to advance their sales while undermining your long term career!