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Groom and bloom

Sarah Stowe

Whether a franchise offers niche grooming treatments, a broad beauty service, haircuts or is a one-stop-shop and salon, establishing its identity within the hair and beauty arena is an important step to building a loyal clientele.

We are all bombarded un our everyday lives by images of beautiful people. How we decided to respond to them is varied, driven by individual finances, personal priorities and convenience. Just about all of us get a haircut and buy haircare products; many of us spend up on beauty items, and women in particular like to indulge in both practical and pampering treatments at a salon. When choice is king, how do some of the franchise systems in the hair and beauty space capture the consumer?

Shopping experience

Price Attack‘s profile within the hair industry and also within the mind of the consumer is summed up by its tagline “the authority in hair” believes co-owner and franchisor, Barry Jarred. each of the 120-plus stores across Australia offer the consumer a full-service Matrix salon, over 6,000 professional hair and beauty products as well as expert advice, he says.

“For every hair qualm and query, Price Attack professionals offer hair advice which can often provide the solution to years of hair stress and frustration. We understand that each head of hair is different so we consult with the consumer to offer advice that is tailored to their hair needs or to the needs of their family,” says Jarred, who explains the brand offered the first salon/retail concept store in Australia. “We have a system that works and one that other companies have replicated since. It’s nice to think Price Attack has remained at the forefront of the hair and beauty industry, and one thing that really sets us aside from competitors is the way we provide the consumer with hair advice.

“Not only do we invest time and money in our salon stylists nuy we focus on training our in-store staff as these are the people who regularly engage with the consumers chasing hair care tips, tricks and advice,” says Jarred.

The business has been around for 25 years and in that time has worked out that the best way to communicate its message to the consumer is a multi-faceted and integrated marketing approach that aims to capture as many consumers as possible.

“Although Price Attach has an extremely successful loyalty program, the professional hair advice that is offered by our professionals is why people keep coming back. In my mind, it’s the consumer’s shopping experience in the store that makes them want to continue to return for hair advice, matched with product knowledge and great savings.”

Advice is Price Attack’s main differential, followed closely by range, price and value. “Price Attack, the name, says it all and with nearly 25 years experience in the franchise market we know how important consistency is to the brand,” Jarred says.

So, how will a franchisee benefit from being in the system? Comprehensive training in all aspects of running a Price Attack franchise means hairdressing and retail experience isn’t necessary. In addition, the Salon Development Toolkit is a resource for every store designed to help franchisees achieve and maintain high standards of skills and service.

National buying power, marketing resources, a national customised Point of Sale system, regular contact through emails, the intranet, online and sms updates, regular store visits, state meetings and annual conferences also come in the franchise package.

The essentials

In a world of similarity, Essential Beauty has striven hard to create a point of difference in the beauty market, explains Tony Maiello.

This has come as a result of careful strategic planning and the subsequent training of its staff.

“Most beauty therapists are well versed in the core aspects of beauty service like waxing, nails, tinting and massage,” Maiello says.

“These are essential services but what happens when a business diversifies to include other services in order to differentiate itself in the market place? You get a real point of difference amongst your competitors, but you also get a training problem and you have to train your staff in all these new and different services that you offer.”

Services like tattoo removal, teeth whitening, IPL (intense pulsed light hair removal), ear and body piercing, eyelash perming and extensions, tooth diamantes, vajazzling (decorative crystal placement after a Brazilian wax) and permanent make-up are just some of the techniques that can add distinction to a hair and beauty service and are now on the Essential Beauty treatment menu. Tattoo removal, though, is not available in Western Australia.

“Differentiating is exciting in business,” says Maiello, “but it has to be carefully managed from management all the way to the most important people in any organisation – the staff.”

Despite eye-catching treatments on the menu, it is generally the basics such as facials and waxing that prove to be salon money spinners. This is true for Essential Beauty salons but the franchisees are going for higher net worth markets in order to create greater profitability, says Maiello.

“Looking ahead, with the advent of permanent hair reduction technology IPL, we have to ask what new income streams need to be considered and offered? And are the extra services there to add choice? Do the upselling opportunities really add something different which is harder to find in the marketplace?” he says.

Building consumer confidence into the brand equation means additional treatments can be easily accepted; the notion of an expert offering particular services that enhance the customersÕ lives is one way of differentiating a business.

Zap it!

Sue Ismiel launched the NadÕs brand to solve a problem — her daughter’s unwanted hair. And it is that desire for problem-solving that has driven what has become a global business in depilatory products. Now with five Sydney laser hair removal clinics, Ismiel has launched into franchising with a goal of 30 clinics across Australia in the next two to three years.

“We consider ourselves to be innovators and leaders and wanted to make the most of our laser technology. People want hair removal, they want to get rid of a problem. We tried the clinic for three years and it’s proven to be a successful business model,” Ismiel explains.

Franchisees can take advantage of a business set up for growth with the Nad’s Laser Clinics, she says. Laser hair removal takes between six and 10 treatments to achieve permanent hair reduction so franchisees can expect a repeat customer base.

“We know we have repeat customers, it’s perfect for the right franchisee. Almost everyone who comes through the door comes back or brings a friend, and that’s our strength,” Ismiel says.

There are now 18 items in the depilatory fast moving consumer goods portfolio but the clinic focus is niche — laser hair removal service. “This is what makes us different. We know who we are, we are hair removal experts,” she says.

Key to the model is using the latest technology, well trained operators and building strong relationships.

An award-wining entrepreneur, Ismiel is searching for business-minded franchisees with a passion. Nad’s links to good causes, such as the Polycystic Ovarian Syndrome Association of Australia, which supports women with excessive hair growth as a result of the condition.

She is targeting the business-minded and entrepreneurial potential franchisees.

Beauty without fuss

Brazilian Beauty aims its franchise system at the modern active professional client looking for a wide range of effective beauty services delivered in the minimum of time without fuss. On the treatment menu across the chain of 12 locations are hair removal, both waxing and SIPL, lash treatments including lash extensions, LED facial phototherapy, skin care with Dermalogica and make-up using the Youngblood brand.

Franchisor Francesca Webster says: “At Brazilian Beauty we strive to exceed our clientÕs expectations with a team that is excited, professional and well-educated in all aspects of beauty. We have generated a workplace which cares and inspires clients, team members and franchisees alike, where professionalism meets good family values.”

A knowledge-based culture is centred on training and development, sharing acquired knowledge and being the best you can be, she adds.

“Our passion for franchising is centred around being part of a great united team and a profitable salon, the quality of locations rather than quantity, award winning fit-outs, individual personal goals and development, training, training and more training, monthly group franchise meetings, and for all franchisees to have monthly ongoing business coaching directly with the franchisor,” Webster says.

Cut, no colour

At Just Cuts, which has just celebrated two decades in business, franchisees don’t need to be hairdressers to run a successful business and most franchisees go on to own multiple salons. The approach to hairdressing is unique and simple, focused on haircuts for men, women and children so there is no chemical or colouring work involved. And while the franchisee may not be a hairdresser, all stylists are fully qualified professionals, with training in the latest trends and techniques in cutting.

The salons operate on a no appointment, no request system.

Founder Denis McFadden says: “We have over 175 salons within Australia and New Zealand located in major metropolitan and regional centres. All of our Style Cuts haircuts are backed by a seven-day written guarantee. Being a little bit different means that we can offer value and services suitable for everybody.

“Every day more than 9000 people find the easy way to look good with Just Cuts and their satisfaction is our profession’s greatest reward.”

Destination salon

Since opening in 1992 the Hairhouse Warehouse brand has grown rapidly to reach a line-up of more than 120 stores across Australia.

Arthur Mitroulas, general manager of Hairhouse Warehouse, says: “Our point of difference to customers is the fact that we are the only hair and beauty destination that offers an extensive range of products, expert advice, affordable prices and an array of services all under one roof. This is in addition to our convenient locations and qualified staff across Australia.”

The franchised business is constantly evolving, driven by a passionate team who are continually exploring the latest trends in hair and beauty, he adds. Mitroulas believes what sets the brand apart is its diverse range of hair and beauty services including hair cuts, styling and colouring, waxing, body piercing, tanning and nail care, and a broad product offering.

Ongoing training ensures staff are constantly up to date with current hair and beauty trends, with the hair team also offering advice about a range of hair problems such as hair thinning. Hairhouse Warehouse aims to provide a high quality salon experience in each of its stores.

The retail front sells a wide range of professional hair care brands and beauty products, and Mitroulas says this has enabled the brand to flourish in a competitive industry. This mix of retail and salon services is highly beneficial for franchisees too, with the flexibility allowing each store to adapt to its customers and focus on areas that would be most profitable for them.