It’s time for salons across America to stop under-appreciating their value. For decades, the paradigm of a typical salon and stylist has been to seek out hair care brands that they feel communicate a message to their clients about the type of salon they are. In other words, they rely on other haircare companies to “credentialize” themselves. But is it necessary for stylists and salons to have hair care lines to improve their brand image? Here is a fun game to play that totally blows this concept up. Ask 50 of your clients these 2 questions:
- What’s the name of your salon?
- What brand of products do you carry (don’t let them peek)?
The results will likely reveal a fascinating trend: While the vast majority of clients will readily recall the name of your salon, they may struggle to recall specific product details. Their descriptions might be vague, such as “it’s black with red writing, I think it has a number on it…”
The moral of this story: Your salon’s brand is stronger and more memorable for your salon clients than any hair product company you could use to affect your salon and stylists’ brand identity. Ultimately, your clients are more invested in your salon’s identity and the experience it offers than the specific products it sells.
Contrary to the age-old paradigm that salons need product companies, the reality is quite the opposite. Product companies rely on salons and stylists to bring their products to life in the minds of consumers. Without the endorsement and usage of these products by stylists, they hold little meaning or value to your clients.
So why invest considerable effort in promoting other companies’ brands? Private labeling presents a compelling alternative, allowing salons to reclaim control over their brand identity and reap long-term benefits. By creating personalized hair care products under your salon’s own brand, you can strengthen customer loyalty and distinguish your salon from a crowded market.
Genesis Private Label can help you build your salon’s brand and customer loyalty. Get started today and unlock the power of personalized branding for your salon.