Salon And Spa Marketing:Dumb and Dumber-Why the Big Beauty Businesses are Struggling, and How Small Independent Salons can Laugh All the Way to the Bank.

Salon And Spa Marketing: Dumb And Dumber-Why The Big Beauty Businesses Are Struggling, And How Small Independent Salons Can Laugh All The Way To The Bank


Despite what you read in the newspapers, it’s not ALL bad news.

From the Big End of town to the tiny end, there are plenty of reports indicating that the “recession” is patchy, uneven at best, certainly NOT a uniform slide into economic oblivion.

McDonald’s is reporting a massive 80% increase in net profit in 2008 over 2007. Spooked by the relentless reports of Armageddon on the TV news, it seems folks are hitting the fast food joints to save money on meals (and no doubt pile on some fat to carry them through the economic winter!)

Maccas made $4.3 billion in ’08, compared with $2.3 billion in ’07.

In our little world of entrepreneurial salon & spa owners, it’s a similar story, all over the world.

In Scottsdale, Arizona, Body Solutions Laser & Skin owners Dr Tim & Kanna Reilly report a staggering 500% increase in sales in 2008 over 2007, using a simple system of done-for-you direct response marketing tools and ‘sales thinking’ strategies they bought from Worldwide Salon Marketing in August 2007.

“It was a revelation,” says Dr Reilly, whose chiropractic clinic morphed into a skin care clinic over several years but had always bled them white. They were on the verge of giving up and closing their doors, until they ‘got it’ just in time and joined the WSM Inner Circle marketing & mentoring program. 


IC member Rechelle Watt with her business award...a 40% increase in salon sales in 2008

IC member Rechelle Watt with her business award…a 40% increase in salon sales in 2008

Then there’s Inner Circle member Rechelle Watt, of Lamonde Hair Face & Body in New South Wales, Australia. While the majority of salon owners whine about how tough things are, Rechelle and hundreds of other Inner Circle members is going from strength to strength.

In ’08, a 40% increase in sales over ’07, according to an email from Rechelle this week.

“WOW!!!….. it’s AMAZING how my business has changed,” says Rechelle, echoing the sentiments of her fellow IC Members. Click here to read Rechelle’s full story.

(Members Only: want to copy what Rechelle’s done? Log into the Members Only section and navigate to ‘Getting New Clients – Hair’ and you’ll find the newspaper ads and the text messages Rechelle used to generate an extra $109,509 in sales in 2008)

And they do it using simple, hard-nosed, “ugly” copy-intensive emotional direct-response marketing, contained in the Essential Salon Owner’s Marketing Toolkit and the coaching they get as Inner Circle members – not the unaccountable, ‘imagey’ expensive branding-style-lets-hope-some-of-it-sticks marketing typically rolled out by big dumb companies using other people’s (eg shareholders’) money.

Big companies in the beauty business are as guilty of pouring useless advertising dollars down the ‘branding’ toilet as anybody else at the top end of town.

Take the giant Regis Corporation, owner of such brands as Cost Cutters, Super Cuts and Hair Club for Men and Women, Regis spend gazillions last year in an up-market makeover of its newly-purchased 635-store Trade Secret chain of salons, attempting to ‘European-ize’ them as a means of selling more bottles of beauty glop.

It was clearly money down the drain. This week Regis folded its Trade Secrets tent, announcing it was ‘selling’ the brand to Premier Salons Beauty Inc.

The word ‘selling’ is a euphemism for actually giving it away. Regis will get precisely zero, nada, zilch for the ‘sale’, instead picking up some tax credits on all the money it’s flushed down the drain on its worthless branding exercise.

All of which just goes to show, dear salon owner, that the ‘geniuses’ running these billion dollar product suppliers and salon chain owners are certainly no brighter, and in many cases a lot dumber, than you the small independent salon owner.

So take heart. If hundreds of our small-time independent salon Inner Circle members can actually increase sales in this deep recession, so can you.

If, of course, you’re equipped with the same marketing & sales tools and coaching.

Which is why you need to apply right now, before you suffer any more hardship, for Inner Circle membership and get that Toolkit in your hands.

Note to US and Canadian salon owners: successful IC members Dr Tim & Kanna Reilly of Body Solutions in Scottsdale, AZ are Worldwide Salon Marketing’s first USA franchise, and are handling all coaching for new North American members as of January 2009.

Hair Salon Marketing Plan: How This Salon Got 165 New Clients in ONE Month – Special Group Coaching Call for Inner Circle Members

Hair Salon Marketing Plan: How This Salon Got 165 New Clients in ONE Month-Special Group Coaching Call For Inner Circle Members

Motion Beats Meditation, Every Time – Hit ‘Play’ on audio below.

First, some interesting news that belies all the gloom and doom. International research and survey firm Synovate reports that a poll of 11,500 people in over a dozen countries found 41% of people plan to spend the same amount on beauty products and services as they did before the downturn, while only 27% said they would cut down. (source:

And there are other signs (hard to find in the mainstream press) that the outlook is not ALL thunder and lightning for 2009. China? The most recent figures I can find indicate China’s growth will ‘only’ be around 7% this year. ONLY 7%?? In any other country, 7% growth would produce dancing in the streets and joyful public fornication.

There are other indicators that the world hasn’t actually stopped turning. Principally from our own Inner Circle members. I love it when I hear from members who are truly kicking some serious butt… despite the ‘recession’, without regard to any and all obstacles put before them, regardless of nay-saying friends, family and/or staff, while ignoring the self-fulfilling talk of gloom and doom.

Like Chicken Little, for some people the sky is always falling in. For a few (certainly most of our Members) what falls out of the sky is money.

Nadia Valerio of Valerio Hair in Doncaster, Victoria. A real 'action woman'.

Nadia Valerio of Valerio Hair in Doncaster, Victoria. A real ‘action woman’.

Among them, Nadia Valerio of Valerio Hair in Doncaster, Victoria.

Most salons struggle to fill chairs/treatment rooms at this time of the year. Nadia and her staff of 11 are struggling to keep up with the sheer volume of clients, all brought in using simple ads, flyers and sales strategies from the Essential Salon Owner’s Marketing Toolkit™

Get this: In November last year Nadia took an ad from the Toolkit and ran it in the local paper. The salon was run off its feet, in just five weeks they took in no fewer than

165 NEW clients.

(MEMBERS: Log into the Members Only ‘Sealed Section’ and you’ll find the ad that Nadia used under “Getting New Clients – Hair”)

That result was achieved despite what many would see as a massive handicap – located in a huge shopping mall with no fewer than EIGHT directly competing salons.

“Every client that came in the week after then received a $10 welcome letter/gift voucher to come back to the store and so far in 8 weeks of the first ad going to print 45 of those clients have come back, it has been the most amazing response, I could not have asked for anything more and this is just a start. We have put together a plan for the next 6 months and can’t wait to put it all in to play. Once again thank you WORLDWIDE SALON MARKETING you have taken my business to the next level,” writes Nadia.