Editor's comment: the effect of social media on salon sales
Beauty is a constantly changing industry, and while this means it’s never boring to work in, it also makes it tough to stay ahead of trends and anticipate consumer demand.
While recent stats suggest that spend on beauty as a whole has fallen slightly, the prestige make-up and brow categories are said to be booming, showing a clear demand for products that offer a quick but potentially dramatic change to a look. Read more about the stats behind the stories in the July issue of Professional Beauty.
Online video tutorials and social media micro-trends have had an undeniable impact on these sales, making it ever more important for salons to be au fait with trending techniques. While some may be too outlandish to appeal to your average client, others have earned a permanent place in the changing vocabulary of beauty. Our make-up and brows focus in July helps you cut through the confusion to master the trends that matter and keep an eye on the ones bubbling under the surface.
While fast beauty may be in focus, our exclusive survey this month revealed that high-tech devices still top the list of treatments salons and spas want to invest in, indicating that the demand for technology that offers proven results is also high.
Meanwhile, other market changes are coming more from necessity than want. Salons that once sought out slimline couches to squeeze into small treatment rooms are now demanding wider, stronger and more versatile models to cater for a population whose weight and age are both on the rise. Our furniture feature in the July issue explores some solutions for prepping your salon or spa to cater to all client groups.
One of the best ways to stay on top of the trends is to make sure you know what your competition is up to. Many salons argue that this is unnecessary because they lead rather than follow. But as Emma Williams points out in our feature on about competitor analysis, even being aware of your competitors’ weaknesses can influence which trends you choose to adopt in order to develop your point of difference.
The July issue is with subscribers now. A digital version can be bought online for £1.49 – or it's just £4.99 for an annual 12-issue digital subscription. The print edition is just £37 for an annual 12-issue subscription. Make sure you’re always the first to read the news and trends by subscribing online.