OTC Beauty Magazine

AGAINST THE GRAIN
by Dwayne Thompson

Bottom Line

Have you taken time this year to truly track your foot traffic in your establishment? Have you taken a physical count of how many people frequent your location by tracking those who are just price shopping, or just looking, compared to those who actually buy products from you. Do you know when your foot traffic is low and how to get more customers in front of your products? Are you attracting new customers outside of your area? These customers may be seeking a specific product which cannot be found in their local area. Are you taking note of products your customers are seeking and cannot find at your location? Is your staff aware of how to make you the owner aware of products your customers are seeking but are not in stock or available in your area? These are important questions to discuss and address to help you retain customers and drive revenue in your establishment.

A great way to monitor or track the products your customers could not find is to simply train your staff to ask, "Did you find everything you were looking for today?" This question can help you determine if they came to your location to find something specific like a new product line on the market. If you do not recognize a new customer, it is OK to ask "How did you find out about our store?" or "Is this your first time shopping with us?" Remember to provide this customer with a business card which will provide them with a discount when they bring in a friend to shop for products on their next visit to your location.

Word of mouth is the best form of promotion for any business, including a beauty or barber supplier. Remember, the development of a good personal relationship with your customers is key to retention and business growth. Most of all, this will always affect your bottom line and place you on the path to profitability.

CLIPPER
TIPS
by Ivan Zoot

Thanks for the Clipper Business

November is the season of thanksgiving. Hopefully we have much to be thankful for from the first 10 months of the year and are looking ahead to a strong holiday selling season. Clipper cutting continues to drive the men's sector of the hair business. Here are a few tips for making clipper cutting and clipper products a big piece of your holiday selling success. For home hair cutters:
1. Home clipper kits are big holiday sellers. They are offered in a range of price points for every budget. Display these in high traffic areas.
2. Many home hair cutters choose to buy and use pro tools. Just because they do not have a license does not mean they might not wish to buy premium tools. Be sure to offer them upsell choices.

For salon professionals:
1. Salons will be busy. Cutters need their tools in top condition. Now is the season for offering replacement blades so cutters and tools can keep up with the holiday pace.
2. Holiday tipping puts extra dollars in haircutters pockets. Tis' the season for tool upgrades. Stock and display the latest and greatest from clipper manufacturers to capture these eager upgraders as they invest while they have the cash. Here's hoping everyone has a happy holiday selling season (except the turkeys).

Good selling.

THERAPY
TRENDS
by Elayne McClaine

Wig Wearers Rites of Passage

There was a time when only the 50-60 year old church lady wore wigs. Wig wearing was once a rite of maturity. Wig, weave and extension wearing is now universal. Synthetic and human hair is weaved into children's braided hair dos. Caucasians women are filling in thin hair. Whatever the reason or the style, artificial hair needs the appropriate hair care and maintenance. The category is growing and the need for products to care for artificial hair is also growing. Your store should stock those products that cleanse, detangle and benefit both the natural and the artificial hair. As a fashion statement wigs, weaves and extensions afford OTC consumers the ultimate versatility. They can experiment with color, length or a dramatic new style.
As a medical prosthesis, wigs and weaves help women face the world after severe hair loss. Wig wearing today is a phenomenon that occurs much earlier in life. It's an acceptable fashion accessory that is no longer considered false representation.
Some women have graduated from weaves and extensions to wig wearing. This can be a financial choice, or it can be the result of long term use of weaves and extensions. Weaves, glue and tension cause stress on hair and scalp. Premature thinning, traumatic alopecia and permanent hair loss can transition your customers into a reliance on a full wig. State-of-the-art lace from wigs and fashionable shade selection can make this final rite a pleasant passage and lucrative choice.

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