a perfect marriage
By welcoming brides into your salon and focusing on their special needs, you can add another revenue stream to your business.
Redken bridal expert, session stylist for Cutler Salon NYC and creator of Tearsheet, Giovanni Giuntoli has been specializing in bridal hair for 10 years and has created fashion spreads for Modern Bride, Bride’s, and many others. Here, he shares what salon owners should know about this very lucrative specialty service.
What should salon owners consider when adding bridal services?
We are in the people industry. Be prepared to know what brides are looking for and offer a little more pampering. The bride has been dreaming of this day her whole life and a little special attention will go a long way. One bride with five bridesmaids will turn into another bride with five bridesmaids. It is a way of marketing yourself without spending any money at all.
How do you select the right style for a bride?
Some general things you have to take into consideration are the neckline and type of dress, hair length and texture, face and neck, profile, age, personality and jewelry. Also, when and where is the wedding taking place? We tend to overlook educating the bride. They come to us for professional advice, to create a style that will look great 50 years down the road in the photos and feel great the day of the ceremony. The more we can take into consideration, the more we can hone in and make a perfect fit for the bride.
How do you handle consultations and trials?
I always suggest that they wear a white button-down shirt and bring pages from magazines of hair they like and don’t like. This gives them more freedom when looking for styles and opens the communication so we can piece together a look.
What recommendations do you have for pricing?
Salon owners have to know their market and their clientele’s income. Call other salons and find out what they offer and charge. Also, be aware of brides who want to take photos of the consultation and trial and then source it out to someone who charges less. A contract and a 50 percent deposit lets the client know that on the date, you will be there for them—you are booking the time—and gets a commitment from them.
What about marketing bridal services?
Put together a bridal package and separate it from the salon’s regular menu so brides will look at it as a specialty service. Consider assigning a bridal consultant to focus on the brides’ needs. Even if it’s just a receptionist, this will make your salon shine and make clients more willing to spend money with you. You can also add a recording on your phone that lets on-hold callers know about your services.
Any other marketing ideas?
I created a salon gift card for brides to give their bridesmaids. When we do a wedding, we get in front of five bridesmaids and we usually never see them again. The gift card is a win-win- win. The bride loves getting the cards and it is a thank you to her for booking with us. The bridesmaids get a gift: it’s money in their hands. And we get them back in the salon.
