MENU
SEARCHWith a growing number of choices, you have to work hard to stand out from the competition and bring your salon’s brand to life. The good news is that creativity trumps dollars every time! A retail design firm shares its advice for how to adapt.
At John Lewis in London, a clear acrylic wall becomes an artful display for nail color.
C&A Iguatemi in São Paulo always feels fresh because the space can change easily to highlight whatever new product is in the store. With flexible, perimeter fixtures, the space is morphed to best suit new merchandise. Though small, there’s enough room for meandering and discovery.
FLEX AREAS
This is space that you cut out of your ordinary floorplan to create sudden or planned impact. By carving out a simple 20-ft. space, you can create a high-impact area that tells a single story or offers a surprising new experience.
At Well Polished in Katy, Texas, more than 70 SpaRitual polish bottles in a chandelier create a memorable wow factor. The clever decor makes clients want to take a second look — and then they start to look a little closer at everything, wondering what the next surprise might be. Plus, it causes clients to look up, which gives customers a whole new vantage point to consider.
WOW FACTOR
Using everyday materials in unexpected ways can pay off ten-fold by creating a moment of surprise for the customer. The use of bountiful displays or signature elements unique to your business makes you memorable and differentiated.
At John Lewis in London, a clear acrylic wall becomes an artful display for nail color.
COLOR
Color is power. It’s power over the emotions; it demands attention; it compels the eye. The clever use of color is one of the most inexpensive and powerful tools, again relying on creativity more than dollars. Whether you merchandise in an artful or in an organized manner, disparate categories can be unified by a strong color theme.
At Danier in Mississauga, Ontario, Canada, the first 20 feet are used to highlight a designer collection. It’s a small space that can be easily updated and makes great use of the walls and the floor to tell a complete apparel and accessories story.
THE FIRST 20 FEET
Think of your first impression upon entering a new space. It’s the first things you see that tell you if this place is for you. The same is true when you need to attract customers: Use your first 20 feet as your welcome mat, investing in ideas that say “new,” “interesting,” and “inviting.”
Digital consultation stations within Walgreens’ LOOK Boutique in Las Vegas help customers sort through the many beauty and skincare options available.
DIGITAL AS ENVIRONMENTAL
Today’s digital moves far beyond the 8” x 10” screen. Using technology purposefully is more about the immersive experience than the technology itself. Some of our favorite examples show digital used as wallpaper, wayfinding, and setting the stage for the brand.
At AbFab Salon and Spa in Rockford, Ill., the waiting area has oversized sofas and chairs with throw pillows. Clients are offered a beverage while they wait.
A SENSORY WAITING AREA
The waiting room is where customers are thinking, “Is this a place I want to visit again?” Whether she’s waiting for her appointment or waiting for a friend, you don’t want her to feel like she’s waiting at the doctor’s office. Ideally, there are different seating “pods” so she can choose which suits her best...maybe there’s an area with different chairs, so she has the option of having her own space, or maybe there’s a curved velvet sofa that looks too luxurious to resist. It’s important that the waiting area is a truly sensory experience. What does she smell? Consider a calming signature scent. Offer her something to drink while she waits — a glass of ice cold water with a slice of lime or a cup of hot tea. Little cues like candles burning or brand-appropriate music set the tone for the experience. There’s also an educational aspect that’s coming back to waiting areas; I’m seeing the return of hardcover art and travel books to waiting spaces so she can enjoy her time by reading about something meaningful in a beautiful book.
As vice president of intelligence and brand strategy at retail design firm Chute Gerdeman, Joanna Felder works with clients to develop brand positioning, image, and voice. Bess Liscio is vice president, visual strategy, at Chute Gerdeman, where she uses her creative expertise to help her clients develop and interpret business objectives into exciting visual concepts. For more information, visit www.chutegerdeman.com.
Note: Photos shown here are not necessarily Chute Gerdeman Retail design projects.
You Might Also Like:
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.
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
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
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.
A combination of clear policies, effective communication, and strong client relationships has helped me create a more reliable and efficient booking system.
Founded by Cleveland serial entrepreneur Shaura Rodgers, Nailtorious has grown to include a nail supply megastore, training facilities, and retail line for nail techs.
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.
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.
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
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.
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
This guide is your one-stop shop for a plethora of technology tools, software and services created to keep your salon or spa thriving.
Anna Manukyan shares a breakdown of what different types of financial accounts should be used for.
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' Greg, Habib, and Tracey discuss whether getting too close to clients can damage your business.
This list of watch-outs from @jodydoesjels prompted us to reach out to her and learn more. We had already fallen for her hand-painted designs and now we wanted to know more about this list she created to help clients decide if she was the nail tech for them.
Education is necessary for beauty professionals to maintain their cosmetology licenses, and paying for that education can be burdensome, but it doesn't have to be. Understand which education tax credits can help you offset those costs.
