It can be thrilling to launch your own private-label hair care line. It’s an incredible way to amplify your salon’s brand identity and signify to your customers and staff that you are one of the best salons in the industry. However, ensuring the success of your brand requires careful planning and execution. From selecting the right formulations to designing eye-catching packaging and implementing effective marketing strategies, every step must be thoughtfully considered. Additionally, building a strong distribution network and providing excellent customer service are essential for long-term success. By focusing on quality, innovation, and customer satisfaction, you can establish your private-label hair care line as a trusted and sought-after brand in the market. Here are some tips to help you achieve this:
Have your key stylists be part of the process early on
Your key stylists are integral to the success of your private label brand. Instead of surprising them with the launch, involve them in the process from the beginning. You want “your” private label haircare line to be “their” private brand too. One way to maximize that potential is to bring them in on the process early. Discuss the reasons for launching a product in the first place. Share the pros and cons of various private label manufacturers. Have them test the products with you. Have them help contribute to the naming and look of the logo. By making them part of the journey, they’ll feel a sense of ownership and pride in the brand.
Have a killer launch
A successful launch is crucial for generating excitement and momentum around your private-label brand. Unlike traditional brand launches, where educators may organize events, with private label hair product lines, you must take the lead. Collaborate with your private label supplier to organize training sessions for your staff, create ‘coming soon’ marketing materials, and plan a kick-off promotion for your clients. Ensure that your salon prominently features your brand at stylist stations and backbars to reinforce your commitment to the brand.
- a class to train your staff
- ‘coming soon’ marketing done both digitally and in print
- a kick-off promotion for your clients/contest for your stylists
- ensuring that the stylist stations and backbar are focused on your brand and not a traditional brand. It doesn’t send a great message about your belief in your brand if your salon favors other products to use on the clients while they are in the salon.
Market your brand
Once again, unlike a traditional haircare company that may handle marketing on your behalf, with private-label salon brands, it is on you to be a great marketer. However, this presents a unique opportunity for you to become a savvy marketer and elevate your brand’s visibility in the market. The advantage of private label products lies in their generous profit margins, allowing you to allocate resources towards strategic marketing initiatives and promotions. Here are some areas to consider when devising your marketing strategy:
- social media posts with your stylists using the products to achieve certain looks
- signage and merchandising pieces in the salon
- gift with purchase and promotions, along with contests for your team and clients
If you just sit the products on the shelf and hope they fly, you are likely set up for disappointment. It’s crucial to promote and market your brand to ensure its success actively. A reputable private-label product supplier will offer support and guidance to help you navigate the complexities of marketing and promotions. Don’t hesitate to inquire about the tools and resources they provide to assist you.
The trend of salons moving to private labels is accelerating for several compelling reasons. Most notably, it serves as a proactive measure to safeguard against potential business losses stemming from online retailers like Ulta.
However, it’s also a great tool to help build the salon’s overall brand and differentiate itself in a competitive market. By implementing the strategies outlined above, you can position your business for success and capitalize on the growing demand for private-label products.
Ready to elevate your salon’s brand with private-label hair care products? Contact us to learn more about our offerings or request a sample kit to experience our products firsthand. Take the first step towards enhancing your salon’s offerings and delighting your clients with premium private-label hair care solutions.