COVER STORY

Salon Management Conference organised by Professional Beauty India at Pragati Maidan, Delhi, hosted industry experts as they shared their insights about running a salon, based on their experience and years of expertise. However, it was much more than a congregation of experts. It was a meeting ground for a dynamic community, which is dedicated to excellence, creativity and the continuous evolution of the salon industry. On 1st and 2nd of July, the attendees availed the golden opportunity to learn from industry leaders, network with peers and discover the latest trends and technologies shaping our field. Brillare Professional was the conference partner for Salon Management Conference Delhi 2024. Kanishka Ramchandani, Editor, Professional Beauty x Hairdressers Journal India, moderated these informative sessions.

Let’s look at the key takeaways from Salon Management Conference Delhi 2024.

1 DAY

1ST JULY 2024

PANEL 1: CHALLENGES IN BEAUTY BUSINESS IN 2024

The beauty industry is evolving rapidly, with significant changes observed between pre-COVID and post-COVID periods.

New service models include freelancers, home services and quick commerce.

Increased demand for transparency in products and sustainability. Consumers are seeking products with clear ingredient labels and are increasingly aware of environmental impact.

Overabundance of products leads to confusion, emphasising the need for knowledgeable beauty advisors.

Online education has become prevalent, but many practitioners are inadequately trained, relying on platforms like YouTube and Instagram. Importance of foundational skills and hands-on training remains critical despite the growth of online resources.

Difficulty in finding and retaining skilled professionals due to high turnover and poaching by competitors.

PANEL 2: TALENT HUNT: HOW TO TRAIN AND TRAIN A HIGH-PERFORMING TEAM?

In salons, the service experience is what clients take away, making staff quality paramount.

The client’s satisfaction is directly tied to the staff’s skill and training.

Even with a luxurious setup, if the service is lacking, clients won’t return.

Staff must be intelligent, sharp, and well-versed in their skills.

The impact of social media means everyone, including competitors, can see the quality of your work.

The experience starts from the very first interaction, even with the security guard.

Every staff member, from entrylevel to management, should be properly trained and selected.

PANEL 3: LEGALLY SPEAKING: ANTICIPATING AND ADDRESSING LEGAL CHALLENGES FOR YOUR SALON BUSINESS

A mark representing trade, such as the name of a salon or a cosmetic range, is called a Trademark.

It is used for goods, services, and products under a particular brand.

Any property created through intellect, including artistic works, brand names and unique products is protected under Intellectual Property rights.

It is essential for branding, consumer recognition and business expansion.

Early registration of a trademark is crucial for securing brand identity and avoiding legal issues as it protects against infringement and unauthorised use.

There is a risk of cease-anddesist orders, if the mark is not properly vetted.

Stressed the importance of early registration and legal homework.

Securing trademarks even at the initial business stages to avoid future conflicts is a good idea.

Avail the benefits of MSME such as low-interest loans and concessions.

PANEL 4: HOW FAR CAN YOU GO IN THE BUSINESS OF SKINCARE?

Skincare treatments typically have higher profit margins compared to basic hair services.

Offering skincare services encourages repeat visits, fostering client loyalty. Combining salon and clinic services meets the growing demand for comprehensive beauty care in one location.

Differentiates salons from competitors by offering advanced skincare solutions.

Proficiency in using skincare devices and per forming advanced treatments is a must for the salon staff.

They should also understand skincare ingredients and their effects on different skin types.

Salons should stay updated with the latest trends, technologies and regulations in skincare.

Choose reliable suppliers with proven track records in the skincare industry.

2 DAY

2ND JULY 2024

PANEL 5: MAKING THE CASH FLOW: REGULATING CASH FLOW, MANAGING BUDGETS AND PRINCIPAL AND INTEREST REVIEW

Frequency of planning the budget for your salon can vary; quarterly or monthly planning is typical.

Adjust frequency based on the salon’s profitability and cash flow needs.

Break-even vs grow-even: emphasise a ‘grow-even’ approach instead of just breaking even.

Include profit margins in planning to ensure financial freedom and avoid crisis management.

Budgeting should adapt to whether the salon is profitable or not.

For profitable salons, planning may be more flexible. For less profitable times, focus on promotions and client retention strategies.

Proper tax management is crucial for financial health. Plan for taxes as part of the budgeting process to avoid financial strain.

PANEL 6: TECH TALK: GET TECH-SAVVY WITH SALON OPERATIONS AND MARKETING

The session stressed on the importance of digital transformation in the beauty and salon industry and emphasised on leveraging technology for customer experience, staff training and operational efficiency.

The role of technology in revolutionising salon operations, from management software to digital marketing tools, and salons should adopt what is most relevant for them in terms of their size and customer base.

Technology and automation can be used for customer service, managing realtime data, digital solutions for inventory management, P&L and customer engagement.

Future outlook on the role of AI and advanced technology in enhancing salon services and operations.

A data-driven and digital approach in operations is important.

Enhance your operations with cloud solutions and seamless customer experience.

PANEL 7: MIND YOUR MARKETING: HOW TO STAY AHEAD OF COMPETITION?

Combining traditional and modern methods leads to effective marketing that blends word-of-mouth with digital reviews and social media, expanding reach and engagement.

Consistent messaging across digital and offline platforms is crucial for brand recognition and communication.

Drastic shift in marketing strategies is the need of the hour. Over the past decade, especially in the last three years, there has been a significant shift towards digital marketing in the salon industry.

While social media is not the sole solution, it plays a vital role in brand awareness and customer engagement. Platforms like Instagram are particularly effective for salons.

Marketing should be viewed as a long-term investment rather than a quick-return strategy. Social media marketing builds brand awareness over time, leading to eventual returns.

The quality and engagement level of content are more important than sheer quantity. Engaging, relevant content helps build a loyal following.

Each social media platform requires a tailored approach. For salons, Instagram is the primary focus, while LinkedIn and Twitter can be effective for B2B interactions.

Always prefer authentic followers over fake followers. Buying followers is detrimental as it lowers engagement rates and can negatively impact brand credibility.

PANEL 8: TRUTH OR MYTH: CUSTOMISED SERVICES MAKE CUSTOMERS COME BACK FOR MORE

The first step towards customising your services is understanding your clients and their needs. Knowing the type of clients, the services they seek (hair, skin, makeup, nails), and their expectations is crucial. Customisation means introducing something new and exclusive for them.

Offer exclusive services or events, like inviting an international professional for special haircuts or facials. Limited edition services make clients feel special and privileged.

Ensure your clients leave with a plan for their next service, enhancing their loyalty and return visits.

Remember one size doesn’t fit all, which makes customisation mandatory, as clients have different tastes, skin and hair types and preferences.

Offering the same service to everyone is ineffective. Each treatment should be tailored.

Customisation allows for better pricing control, ensuring clients pay for the specific services they need.

High-quality, customised treatments can command higher prices and ensure client satisfaction.

PANEL 9: SPECIAL SERVICES: MAXIMISING PROFIT MARGINS WITH PREMIUM SCALP CARE SERVICES

Scalp care is essential for maintaining healthy hair and is a growing business opportunity.

Healthy roots ensure sustainable and healthy hair, emphasising the need for scalp care alongside hair beautification treatments.

Common scalp concerns include hair fall, dandruff and other issues influenced by hereditary factors, lifestyle and stress.

Education is crucial in addressing scalp care as many clients and stylists may not prioritise it over immediate hair beautification results.

Offering scalp treatments can attract and retain clients by providing long-term solutions to hair problems.

Salons can differentiate themselves by incorporating scalp care into their services, thus preventing clients from seeking treatments elsewhere, such as dermatology clinics.

Training and educating stylists on scalp care products and treatments build their confidence and ability to recommend these services to clients.

Educated stylists can better communicate the benefits of scalp care, ensuring clients understand its importance for overall hair health.

BRAND PRESENTATION BY SANCHIT UDHWANI, PROJECT MANAGER, KOHOT

Kohot is a one-of-its-kind recruitment app that caters to the burgeoning salon industry that demands skilled talent. The app supports job seekers and recruiters in the industry by connecting them digitally and providing them with a platform for sourcing right talent. Professional Beauty India Delhi 2024 also hosted the Kohot Job Fair for on-ground support to industry professionals.