Salon emotion: the course that could lead to salon growth in three months

This year's Salon Emotion course created by L'Oréal Professional Products Division's portfolio of brands (L'Oréal Professionnel, Redken, Kérastase, Matrix, Pulp Riot – to name a few out of the 11), invited Hairdressers Journal International and had over 1,200 people from 800 salons attend. The one-day events took place at various locations across the UK and Ireland. HJ was there to see first-hand the impact of the training, as well as cover all of the action live on Instagram. In fact the total Salon Emotion social media reach for the 14 events was over three million!

Salon Emotion Straight-Talking Stats

Running a successful salon is about embracing the continually evolving salon landscape, including new technologies and the constant shifts in consumer behaviour – and this means adopting new types of skills too. After attending the one-day Salon Emotion training here's just a snapshot of the participating salons*:

+34%*

Average increase in the number of Google Reviews for a sample of salons that attended the event

+6.25%*

Average increase in the number of Google Ratings for a sample of salons that attended the event.

Salon Emotion's Three Pillars of Transformation

The Salon Emotion event breaks down the salon experience into three key pillars: Physical, Emotional and Digital – all having an impact on a client's experience and the success of the salon.

The Salon Emotion Physical Transformation 

The look, feel, smell, vibe, the entire environment and space that you create play a fundamental role in the client's experience. The physical look of your salon is your unique identity drawing your clients in and keeping them coming back. As part of the the Salon Emotion programme, the team support salons to help elevate and curate an environment and consumer journey that is memorable at every step – from total salon refits to subtle enhancements. How it works in practise: "Your salon refit has been designed with the Salon Emotion journey in mind. The feedback from our clients has been 100% positive and we have seen an increase in new client consultation bookings." – Karen Dodds at Cutting Room Creative  [caption id="attachment_67645" align="alignnone" width="300"] Cutting Room Creative[/caption] "The new salon layout flows so much better and feels a lot bigger. L'Oréal Professional have supplied lots of great finishing touches for us as well as retail displays. Our walk-in retail sales have increased almost two-fold since the refit." – Tim Winter at Michelle Louise Salon 

The Salon Emotion Emotional Transformation 

As a hairdresser, you have a significant impact on the way a client looks but also how they feel so you can make a positive difference to your clients' everyday lives. The Salon Emotion training helps salons to discover how to enhance the connection with clients, from elevated consultation training to the power of touch at the backwash. The human-to-human and emotional relationship between a stylist and client is sacred. How it works in practise: "Salon Emotion helps our creatives to educate their client on the importance of professional services and products so they can engage fully with the salon experience." – Gavin Hoare at Richard Ward Hair & Metrospa  "Salon Emotion has opened our eyes to the client journey and the importance of aftercare and interaction with feedback – both positive and negative." – Gary Wilde at Wilde About Hair 

The Salon Emotion Digital Transformation 

The Salon Emotion event aims to up skill salons by sharing the social and digital tools that can have an impact on your business. You can no longer rely on passers-by on the high street to generate new appointments. Clients will find you via Google if you have set up your account and will judge you based on your star rating or your virtual shop window on social media or your website's homepage. How can you be expected to be an expert in digital? Well maybe you can't be an expert, but you can learn about the areas that have the potential to make a difference both simply and quickly. How it works in practise: "We have changed the format of our Instagram posts and the times of posting. We purchased ring lights and a digital camera to improve the quality of our social posts and have encouraged clients to post their results on their personal accounts." – Gary at Wilde About Hair  Since the event, Wilde About Hair has seen a 19% increase i the number of Google Ratings and a 243% increase in the number of Google Reviews.* 'After the event the salon introduced an offers page to its website which brought in over 40 new clients in the first month.'  Since the event, Jeniosa has maintained a Google Rating of 4.9 and has seen a 33% increase in the number of Google Reviews.*  [caption id="attachment_67644" align="alignnone" width="300"] Jeniosa Salon[/caption]

The Salon Emotion Journey Continues in 2020

The Salon Emotion journey with HJ will continue in 2020 across the UK and Ireland, including the original roadshow as well as the launch of a new Advanced Level 2 training session with topics like salon sustainability and team management as well as the latest digital and social tools. If you would like support to help grow your business sustainably and profitably in 2020 contact [email protected]. *All figures for Google Reviews and Google Ratings are based on an average from a sample of 361 salons, measured over a period of three to six months after each salon had attended the Salon Emotion Roadshow.  This is a sponsored post by L'Oréal Professionnel