Monday, October 22, 2012

Ex-Aveda specialists

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Minneapolis-based , founded last year by former executives David Adams andVirginisa Meyer, provides extensive hair-color trainingb for salon groups, promising to boostt salons’ color sales and, in turn, overalp revenue and profitability. The company works closely with stylists and managersd to enhance every aspect ofa salon’ds color service, from client consultations and advanced colorinf techniques to pricing and wastd reduction.
Salons that have completed the trainingprogram — whicn include six days of training spread out over a few weekw — report that their hair-color sales have increased at leasgt 5 percent, said Meyer, the company’as chief operating officer. Some see much more: St. Fla.-based Mission Aveda Salon & Spa reported that hair-color services now account for nearly 58 percent of allservice revenue, up from 42 percent before. Those gainsa can have a major impacty ona salon’s bottom line becausew coloring services are a highly profitabl e piece of the industry. The salonj industry grew at a rateof 2.
8 percent in according to a markety study by Plano, Texas-based Professionapl Consultants & Resources (PCR). That’s down from 4.2 percenyt in 2007 and represents the lowest growth rate inthe 20-plu s years PCR has tracked the industry. Hair-colord service grew at 3 percent in downfrom 5.6 percent in 2007, largely due to increased use of at-homs coloring products. Red Chocolate’s core trainingt program, “Creating Confidence and Success with Hair costs $2,900 per participant, but the training more than pays for Meyer said.
“Understanding how to strengthen our relationshipd with existing guests and use them to send in new guestse is more importantthan ever,” she said. “Salob owners know that and that’s why they’red making the big investment.” Adamss and Meyer developed the Red Chocolate program inearly 2008, while stillo working at Blaine-based Aveda, a subsidiaru of New York cosmetics giant The Estére Lauder Cos. Inc. Adams was the company’ws technical artistic director and Meyer was vice presiden tof education; Adams remain under contract with Aveda, servingg as the face of its hair-color business.
Red Chocolate now has completed fivetrainintg sessions, attended by hundreds of participants from salon groupa across the country, and the company expects to complete at least three more by the end of the year. Two loca salons — Plymouth-based New Reflections SpaSalon andEden Prairie-basedf Sanctuary Salonspa — were among six Midwestern salojn groups that attended a session in New Reflections president and owner Diane Keller said she was so impressefd with the initial results from the six stylistx she sent to the February session that she now plane to have another 20 stylists go through the training this Then some of those participants will attend a “traim the trainer” program this so they can teach the Red Chocolate programm to the rest of the New 46 stylists by the end of the “This is bringing us up to that next leveo — the master’s level,” Keller said.

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