Prom Season 2015

Prom season has arrived, and it’s time to prepare for the big night. Hair and makeup are of the most important necessities to look perfect on prom night. That is why here at Salon Ratay we’re fully prepared to recreate the latest prom styles and trends. Our expert designers are ready for intricate updos and flawless makeup applications. Many stylists are apprehensive about prom/wedding season because some updos can be quite challenging. Our designers are experienced to be able to create any formal style. Here are some of the trends we created in the salon.

In creating these formal up-styles our designers chose some of the following products. First, Gloss Appeal by Kerastase before using a hot tool to add an instant shine top coat to the hair. While shaping the hair to style we added one pump of Elixir Ultime oil by Kerastase for added shine and smoothness. For the final touch we used Laque Noire finishing spray by Kerastase for anti-humidity strong hold finish. These products ensure you will have a shiny, long-lasting formal style that will last throughout your exciting evening.

American Beauty Show Chicago

Recently I traveled to Chicago to work with Beth Minardi at the American Beauty Show (ABS). Beth was to present four days on main stage for her company Beth Minardi Signature shades. Each day detailed a full day of prepping beautiful models… seven to be exact! Which were colored by Beth, Buddy, Chloe and I and styled by the talented Stephen Wang aka “Fashion Dragon”.  Along with the very busy show schedule, Behind-the-chair magazine (BTC) held there 15^th annual  Stylist Choice Awards which is an evening of glitz and glam for our industry in recognizing educators, manufactures and products it’s our “Academy Award” night for the beauty industry. I would like to touch briefly on the weather while I was there FREEZING & SNOWY which this Florida woman isn’t use to! I never felt warm enough the entire time…burr… I get chills just thinking about it!

The first day was the day of fully prepping each model with her distinct haircolor Beth, Buddy and I started by openly discussing each formula for each girl. Beth would start on one model and then either Buddy or I would take over and finish. This was the most interesting day to me because it was amazing to see that regardless of who started or finished the ending result was identical. Of course as artists we each think differently in our ability to create beautiful haircolor but it goes to show  the history we’ve had with each other and the education we have empowered ourselves with in  being taught the proper way to color hair. The seven models ranged from a scarlet red head, a cherry brunette, a ginger blonde and a golden blonde. I must say it was quite impressive to see them in their all white dresses this stunningly accentuated the haircolor. Each girl paired it with pink platinum heels which were perfect for a pop of spring. The next three days consisted of an open forum teaching environment, with Beth speaking about each model and her formula. A few topics she discussed were how to enhance any canvas you encounter regardless of past or present color. As she described what she was speaking on, Buddy and I demonstrated the process on that model.

On Sunday night we all attended the Stylist Choice Awards hosted by Mary Procter Gamble editor in chief of Behind the Chair magazine. There were a ton of different categories as I mentioned earlier but the highlight for me was Beth and Beth Minardi Signature shades being nominated in two categories, one for best demi crème color and the other was favorite color educator. She won the award for Favorite Color Educator of 2015. This prestige’s award was well deserved for Beth and I was very excited for her as we all know she strives to elevate haircolor to an art form. It was overall great to be around such inspiring, highly recognized professionals in the beauty industry. We are all there for the love of what we do and the beauty industry.

Spring Cleaning!

My thoughts on spring cleaning/organizing here at Salon Ratay.

Professional Retail Products

Professional retail products are vital in maintaining shine, health and the integrity of your hair. As a colorist I strongly believe in using homecare products when away from the salon. In operating and owning a successful salon it is vital to have professional products available for sale, not only for the importance of hair health but also it’s a huge monetary asset in sustaining a prosperous salon business.  At Salon Ratay we carry three exclusive lines Kerastase, SHU UEMURA & Minardi which each are different price points allowing us to target the consumer in different financial ways, yet assuring each guest quality professional products BACKED BY A GUARANTEE( I won’t even start about on-line buying through third parties) For Salon Ratay, Kerastase makes up about 65% of our retail sales followed by Shu Uemura which is 21% then following with Minardi Luxury Color Care pulling in about the last 11% of our retail sales. We also carry a few miscellaneous products (brushes, customized color conditioners & styling tools) that I feel are important to sell in the salon that make up the other 2%. Since Salon Ratay is a departmentalized salon retail is split with colorists that sell shampoo, conditioners and masques, while designers sell all leave-in’s and styling products.

With each guest, my colorists analyze the condition of their hair, addressing the most important needs and concerns and then will select specifically from Kerastase, SHU UEMURA or Minardi to create the ultimate homecare regimen for each individual guest.  Remember, there are many different types of categories in a product line that address different issues; moisture, shine, color protection, volume, revitalizing…the list goes on. Professional products don’t just help the guests; they also help the colorists by having a balanced canvas in order to create beautiful seasonal haircolor. Designers

also recommend products that help guests replicate the look they receive in the salon; whether it is a mousse for volume, anti-frizz serum for a polished look, or finishing spray for that perfect hold.  It is a large expense for a salon to carry inventory as it is “money sitting on the shelf” until SOLD.

Currently Salon Ratay has about $12,000.00 dollars’ worth of “at cost” products on our shelves at a time. Therefore you can see how important it is from the business side that my service providers are doing their job in educating and selling retail to every guest that enters the salon.

Furthermore, I see both sides to the importance of having and selling profe

ssional salon products, from the colorist point it is my job to inform and keep my guest hair in the most optimal condition, allowing me to have endless creativity. As a salon owner, retail sales pay for operating expenses, maintenance, and additional revenue to each service provider. IT’S A PROFIT WIN WIN!!

In closing, it is always great to give your staff incentives to keep them motivated in selling, as we all can drop the ball at times. At Salon Ratay we have friendly competition between services providers on who can sell the most products, or who can sell the most products in a day… spice it up! Keep it fun for you and your salon. We’ve had prizes such as iPads, gift cards, Starbucks to even a year

incentive in winning a three day cruise.  In conjunction with staff motivation I also do retail offers through email for the guest such as BOGO ½ off, all SHU UEMURA 25% off, and buy two get one complimentary and so on. At the end of the day retail sales equal many successful equations, find a product brand that fits your salon and create a retail program that works for your staff. 

Importance of Marketing a Salon

One of the most important aspects of running a salon is having a strategic marketing plan, which brings new guests in and motivates existing guests to return. When I decided to open Salon Ratay in 2006 I, myself, had to learn this because in the beginning I wasn't a salon owner; I only had to market myself because I was an independent contractor. Through multiple business classes and with time and experience, I learned how important it is to implement a marketing plan.

First, you must learn where to market and advertise your salon. I feel it is important to advertise on a variety of sources because of the diversity of guests. They don’t all function the same way. I use both internet and print sources to target all generations. Some sources of print include local area publication such as “Lake Mary Life” and “Lifestyle” which are local publications in my area. Look for a reputable source in your area if they are available. 

Furthermore, the internet is just as important if not more important with the development of social media. It is one of the largest FREE marketing sources for a business. We use social media (Facebook, twitter, Instagram) along with the Salon Ratay website (http://salonratay.com/) to reach the internet audience. Your salon’s website needs to speak about what your image is like and how the brand experience will be in your salon. It all comes down to the details because that is what really makes a first impression. For example, I also have a simple clickable logo on the website’s homepage with a promotion specifically for new guests only because, remember, most people on your website are going to be inquiring potential clients. One online advertising experience I had that did not work was using the “Google Ad Click”. I had less than a 2% return, and you had to pay every time someone would click the link. That type of advertisement definitely did not work for Salon Ratay! I also would like to touch on the use of “Groupon”. In my eyes groupons are for the “one timers”, the people that are only interested in a deal and don’t usually come back. That is why I have never chosen to advertise my salon on “Groupon” because those aren't the clientele we look for. Salon Ratay is a destination not a location.

In addition to advertising for new clients, it is also important to continue to encourage current guests to return. We have a loyalty program at Salon Ratay in which guests earn reward points on each a la carte service they receive, and once they reach a certain amount of points they are awarded with $10 off any retail products bought in the salon. I feel this system shows our appreciation and gratitude to returning guests for their loyalty and commitment to their service provider and Salon Ratay, and also helps increase the sales of retail. Another way we market for new guests at the salon is through our referral card program. Referral Cards are given out by every service provider to every guest they see. How they work is if the existing guest refers a new guest with the card to the colorist or designer in to the salon they receive $20 off their first service, as well as, the existing guest also will receive $20 off their future service. I believe for Salon Ratay the referral card program is the number one way to build business. This past year we received our highest return in nine years on the cards; we received a 56% return of new guests, and the best part about this type of advertising is it is at no expense!

In conclusion, when creating a marketing strategy for your business it is vital that your staff is on the same page as well. Both you and your staff should monitor frequently how well each advertisement or promotion worked or did not work. This ensures you will continue to improve and adjust your marketing program and strategies to secure continual growth of your business. 

57th Annual Grammy's Hair Color Recreation

Last Sunday was the 57^th annual Grammy Awards Show for the music industry. I was impressed by the performances and the Grammys awarded. I will say my favorite performance of the evening was Lady Gaga and Tony Bennett's duo because they are both true talented artists. The audience was filled with tasteful celebrities dressed in unique and classic designer attire, and I could not help but notice the array of hair color as well. Throughout the show I was inspired to recreate a few celebrity hair color formulas with the Beth Minardi Signature Shades (BMS) hair color line. A few of my favorite looks are disclosed below.

Carrie Underwood - Natural level 6

American Bailage

Formula 1: Vero light 20 vol, lift to pale yellow

Formula 2: Lowlight with BMS demi crème 1 ½ oz 9BG and ½ oz 8BB 5 vol

Formula 3: Glaze with BMS demi liquid, equal parts 10G and 10BB, with 5 vol BMS developer, process for 10 minutes

Beyonce -Natural level 2

Formula 1: Base retouch with BMS permanent 7ICE with 20vol developer

Formula 2: highlight with L’Oreal Platinium non ammonia paste with 40 vol developer, lift to yellow

Formula 3: Lowlights: BMS demi crème 5BG and 9GO 5 vol

Formula 4: Glaze with 8BB BMS demi liquid, 5 vol, process for 10 minutes

 

Jessica Chastain - Natural level 7

Formula 1: Base retouch with ½ oz 6CG and 1 ½ oz 8C BMS demi liquid, 5 vol developer

Formula 2: lowlight with 7NCG BMS demi crème, 5 vol developer, Shampoo and blowdry

Formula 3: Glaze with 10C BMS demi liquid, 5 vol developer, process for 10 minutes

Lady Gaga - Natural level 6

Formula 1: Global application with Joico Crème on scalp lightener, Lift to pale yellow, Shampoo and blowdry

Formula 2: BMS liquid 1 ½ oz 10ICE and 1 oz 7ICE, 5 vol, Let process 10 minutes with heat and 10 with cool

Color Conversations with Beth Minardi

My dear friend and colleague Beth Minardi held her “Color Conversation Class” this past Monday at my salon, Salon Ratay, which brought many state wide beauty professionals to see her teach. Beth and I have known each other for twenty plus years. We first met at a specific manufacturer conference. She later became my mentor on a professional level I was told information about hair color that I questioned. I reached out to Beth about my skepticism on the information that was being taught to thousands of hairdressers, and Beth said, I quote “Sherry if you don’t trust what I’m telling you, go home and do your own research.” I went and did my own research and found Beth gave me the correct information about hydrogen peroxide, which I have talked about in past blogs (“The Truth about Hydrogen Peroxide”). I was furious that a major manufacturer was teaching misleading information. This led to one of the reasons I have whole heartedly supported and had a part in the development of Beth Minardi Signature Shades. She was the first manufacturer to create a line and an educational agenda informing hairdressers on the truth about hair color including hydrogen peroxide, colorants, and the difference between ammonia and MEA.

Beth travels nationally to teach her hair color brand, Beth Minardi Signature Shades, along with Minardi techniques and applications in what she calls “Color Conversations”. We had a seven hour class lecture on different topics such as grey coverage, using proper color tools, PPD(which I talked about in one of my previous blogs), BMS color line, appropriate pricing for hairdressers, setting a higher standard of professionalism for the beauty industry, and Olaplex(which will be in an upcoming blog). I admire how she teaches others to achieve their greatest potential to follow Beth’s motto of “elevating hair color to an art form”. Beth teaches the importance of deeply analyzing the integrity of the hair fiber, to determine whether you should erase or lighten the hair strand when coloring and how to maintain optimal health because HEALTHLY hair radiates BEAUTIFUL haircolor!

Furthermore, it was a great refresher for me to discuss Olaplex, and the sensitivity some clients have to PPD. It is becoming more of a rising issue as the number of sensitivity to hair color continues to increase. I admire and respect Beth because she continues to lead and develop the way for hair color as it evolves in modern society. Leading into my motto, “No matter how skilled you are as a hairdresser, whether it is one week or twenty years, you never stop learning.” I believe it is extremely important to have a mentor figure in the beauty industry because it is always good to have someone to go to with questions. Two minds are better than one!