ASK THE Experts

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I’m wanting to take on a new brand for my nail salon – how should I go about it?

he team at Professional Beauty UK compiled the following useful 5-point guide to help salon owners pick the right brand for their business.

1. Stop asking other people which brand to bring into your salon

Asking others for their opinion on which brands work best for them seems like the obvious thing to do – but remember that each business is different and what works for one salon may not be the right fit for yours. Take time to revisit your ethos, think about the treatments you believe in and who your target market is before looking into a brand.

Have a mental checklist of what you expect of a brand that you want to offer in your salon, and what values matter to you.

❝ MAKE SURE you and your team are PASSIONATE AND EXCITED BY THE BRAND, as CLIENTS WANT to know that the pros LOVE THE BR ANDS they are using for THEIR TREATMENTS. ❜ ❜

2. View taking on a brand as a partnership

Ask brands what they can do to support you and how can they help you to grow your business. Whilst you’ll be making the brand money by bringing it into your business, make sure you’re picking brands you think will make money for you. The brands you have in your salon are reflective of your business – so view bringing in a new brand as a partnership.

3. Find out about the hidden costs

Use your time talking to brands to get the full picture before you commit. Ask what training is available for you and your team, whether there a minimum order, if the brand has any expectations of you and ask the right questions so brands are ultra-transparent. A lot of brands have amazing support systems in place for their clients (aka you) and are very clear about their support, just make sure you leave with all the information you wanted.

4. Believe in the brand

Make sure you and your team are passionate and excited by the brand, as clients want to know that the pros love the brands they are using for their treatments. The brands you use in your business should be ones that resonate with you and what your business stands for. If you don’t believe the brand delivers the results it promises, it will show in how your treatments are being performed and in your conversations with clients.

5. Create a marketing strategy 

It’s easy to get caught up in the excitement of bringing on a new brand in the moment, only for it be left on the side unless it’s spoken about. Find out about the brand’s marketing plan for the year and see how it fits in with your business’ own agenda – this way you will grow your business with the brand as key events and launches happen.

Don’t forget to check out the leading nail and beauty brands that will be showcased at the Professional Beauty Johannesburg Show, which takes place on 3 & 4 September at Gallagher Convention Centre. To preregister the event for free go to www.probeauty.co.zaand follow the ‘Register’ prompts.