The Beauty Pro Book Club: 4 Reads to Inspire Growth and Success
Four publications for beauty industry professionals to enhance their leadership skills, financial awareness, professional growth, and joy!
by Anne Moratto
11 Ways to Spruce Up Your Salon
Attention-getting design and visual merchandising — the art of placing retail products in a way that increases sales — can give you a major advantage over your competition. Even if you don’t have a hefty visual merchandising budget, remember that creativity, initiative, and a sense of humor don’t carry a price tag. A visual strategist at Chute Gerdeman Retail shares 11 Dos (and a few Don’ts) to help you prepare for a successful holiday season.
by Bess Anderson
November 17, 2010
3 min to read
1. Look for interesting pieces that can act as display fixtures while adding personality to your space.
2. Re-arrange product displays every few months (or more often) to freshen up the salon — especially at the storefront.
3. Cross-merchandise items that make sense together and go together. This helps convince your clients that they need all of the products (even though they may not). Polish + hand treatment + manicure implements = more sales.
4. Bring residential fixtures or furniture, like baker’s racks and armoires, into the salon to help your clients feel at home.
5. Accommodate the client’s companion. Give him a place to hang out. This could be as simple as a comfortable seating area for the client’s spouse, child, parent, or friend. Make it look homey and residential. Serve mulled cider or other seasonal beverages.
6. Add something extra. How about a “pamper your hands” day? Every client gets an extra hand treatment with her manicure. Partner with a local jewelry store and give a free or discounted manicure to every man who buys a diamond engagement ring.
7. Give ’em space. Make the circulation route easy to follow and as expansive as the space will allow.
8. Vintage is in and retailers are coming up with clever and inexpensive ways to display merchandise. An old steamer trunk or vintage dressing table could be fun and add visual interest. Even using an old wash-basin to display polishes is unexpected. Or use dessert plates and trays to display yummy new colors.
9. Try spotlighting to emphasize new or promotional merchandise. Focus the spotlights on the product and crisscross the beams of light so the lighting hits the merchandise evenly. Make sure the lights are not aimed to shine in customers’ eyes.
10. Appeal to all of the senses. Enhance the mood with serene music and scents. Add TVs and show beauty-related programming.
11. Why not add a large blackboard to the wall and populate it with timely tips or news (“Join Our Birthday Club,” or “Ask about our nail art” or “Get your toes ready for holiday sandals!”)? Of course, what better area to display appropriate products tied to your announcements!
A FEW DON'TS
> Don’t assume your customer has any idea what services and products you offer. Blend the salon experience with an educational component that both broadens product knowledge and fosters brand loyalty.
> Don’t assume products will sell without enhancing the display with appropriate props that make sense.
> On the other hand, don’t overpower the merchandise with visuals and graphics. The merchandise should always be the hero and visuals and graphics should enhance.
> Don’t take it all too seriously. Have fun, and let it show in your displays.
Bess Anderson is director, visual strategy at Columbus, Ohio-based retail branding and design firm Chute Gerdeman Retail. The firm’s client list includes Benelava, C&A Brazil, Christopher & Banks, Hamleys, Innerself, Kiva Spa, Kohl’s, Levi Strauss, Mattel (Barbie Shanghai), M&M’s/Mars, RadioShack, Sheetz, Shopko, Sun Tan City, and Target. The company has earned more than 150 awards including four “Store of the Year” awards. For more information, visit www.chutegerdeman.com.
Note: Photos shown here are not necessarily Chute Gerdeman Retail design projects.
Subscribe to Our Newsletter
More Business
Create a Salon Suite That Reflects Your Brand and Delights Your Clients
The most successful salon suites balance personality, function, and comfort. Megan Communale of My Salon Suite shares her best advice for designing a space that supports your business goals and leaves a lasting impression on every guest.
by Anne Moratto
Square's 2026 Local Economy Report Reveals the Neighborhood Network Effect
Square data shows that regular customers tip 11% higher and are shared across 32% of businesses in the same ZIP code, driving thousands of dollars in additional revenue per connection.
Precision, Passion, and the Business of Beauty
When Bowie Lau and Jeffrey Ching opened JBW Jeffrey Ching Salon in 2011, they weren’t just launching another luxury hair destination—they were building a business rooted in passion, artistry, and thoughtful growth.
Sponsored by Amex
The Golden Touch: Luxury Service Helps Drive Loyalty at J Gold Salon
Inside the Systems That Power an Elevated Salon Experience From seamless online booking to a team-first culture, J Gold Salon in Atlanta offers more than great hair—it delivers consistent, high-touch service with the help of partners like Boulevard and American Express.
Sponsored by Amex
How to Build Career Connections in Beauty: Expert Networking Advice from K18’s Sabrina Sanborn
Want to grow your career as a beauty professional? K18 Sales Manager Sabrina Sanborn shares advice on networking, mentorship, and self-advocacy—from attending hair shows to finding the right guidance to reach your goals.
How Can I Minimize Cancellations and No-Shows?
A combination of clear policies, effective communication, and strong client relationships has helped me create a more reliable and efficient booking system.
Nailtorious Iconz Beauty Academy Announces the Rollout of its Professional Product Line
Founded by Cleveland serial entrepreneur Shaura Rodgers, Nailtorious has grown to include a nail supply megastore, training facilities, and retail line for nail techs.
Stylists Share Their Advice for the Post-Holiday Quiet Period
This period after the holidays can bring on a huge lull for hairstylists. We asked Cosmo Prof's team of professionals to offer their best advice on how to deal with the January-February slow period.
10 Housing and Interior Design Trends for 2025
Key highlights include a push toward inclusive spaces for all abilities, an emphasis on maximizing livable square footage, and a continued love for modern farmhouse exteriors.
Prepare for Small Business Saturday® with American Express
The busy holiday season is here, and with it comes jam-packed days, last-minute client requests and booming retail sales. For many salon owners, the highlight of the season is Small Business Saturday® (SBS). This year on Saturday, November 30, consumers can take their shopping into the small businesses in their communities.
Sponsored by Amex
6 Quick Tips for Building Financial Mastery
Want to become savvy about your personal finances, but don't quite know where to start? Anna Manukyan identifies six important concepts for building a strong financial foundation.
Success at the Top: Thriving on Madison Ave.
Salon owner Nuri Yurt had a dream of owning a salon on New York City’s Madison Avenue. "Through perseverance, hard work and stellar customer service, he and partner John Kaygisiz founded Toka Salon in 2007.
Sponsored by Amex
The Salon Today 2024 Technology Solutions Guide
This guide is your one-stop shop for a plethora of technology tools, software and services created to keep your salon or spa thriving.
Where Should My Money Live: An Account Breakdown
Anna Manukyan shares a breakdown of what different types of financial accounts should be used for.
Vagaro’s New AI Features and Communication Tool Pave the Way for a More Efficient, Profitable Business
Vagaro has consistently been at the forefront of salon software technology, helping businesses be more efficient, create more effective communication, and even improve company culture. Now, Connect by Vagaro, the platform’s two-way communication capability, and Vagaro’s new generative AI tools are giving owners new opportunities to grow and expand.
Sponsored by Vagaro
Young Nails Biz Talk: Are You Getting Too Close to Clients?
Young Nails' Greg, Habib, and Tracey discuss whether getting too close to clients can damage your business.