As well as being morally sound, going green can help boost your bottom line. Significantly. We won’t judge you if these economic reasons to make an eco switch sway you – you have a business to run, after all!
Promotion – Schwarzkopf Professional Bonacure Clean Performance
IT CAN RAMP UP YOUR RETAIL
After altering their approach to food and clothing, many consumers are looking to clean up their beauty routine, with hair products high on the agenda. Historically the realm of sudsy solid shampoos and homemade concoctions, clean hair care is sparse on high street shelves, enabling you and your salon offering to capitalise.
Not only can you benefit from offering professional quality formulas, but the service tie-ins that products like the Schwarzkopf Professional Bonacure Clean Performance line enable provide a prime opportunity to upsell. “Experiencing the Clean Performance in-salon service makes retail highly likely,” explains Gary Taylor, owner of Edward & Co salon, which stocks the range.
“I’m really passionate about clients leaving with the right products to care for their hair away from the salon. While the client is at the backwash, I always explain the benefits the products have on the hair, and this approach has improved retail figures by 19 per cent in the last few years… Clean Performance has been probably one of the most successful ranges we’ve ever stocked in our salon,” he adds.
Eco-friendly take home products and tools are also a great talking point. Both Re=comb recycled combs and Handle’s range of beauty tools feature eye-catching designs and help to stop waste plastic entering landfill and waterways.
THE BOOKING BENEFIT IS CYCLICAL
“We’ve found that retail purchases on the back of guests enjoying better hair care advice then lead to more in-salon experiences, fostering loyalty,” Gary says. “In turn – particularly as people are becoming more and more environmentally conscious and Schwarzkopf Professional Bonacure Clean Performance appeals to an ever-widening group with that mindset – we get more recommendations. As a result, your clientele grows and this can, again, massively increase sales.”
“Plus,” he adds, “when the clients see the results, their loyalty strengthens. They trust me as not only their stylist but a hair care advisor… We also reward clients for bringing back their Clean Performance empties,” Gary adds. “They bring them back to us, get a discount on the new product or a refill, and we take any packaging waste for recycling. It’s been a massive success with clients – they love it!”
WASTE LESS WATER, USE LESS PRODUCT
Thanks to their sulphate-free formulas, the shampoos in the Schwarzkopf Professional Bonacure Clean Performance line don’t produce excessive amounts of lather and require less water to rinse clean. The conditioners also benefit from new Fast-Rinse technology, which means they too require 50 per cent less water to rinse product off the hair.*
“The consistency of the Clean Performance products is great,” says Gary. “It’s easy to get them distributed nice and evenly across the hair, and you don’t need to use as much product, even compared to the previous Bonacure range.”
When it comes to colour clients, Gary is sold on the benefits of the Clean Performance Colour Freeze spray in particular. “Colour is expensive and when you look at the water going down the sink (as you rinse), where you’ve used the Clean Performance Colour Freeze there will be less colour in that water. Brilliant for you, and brilliant for the client who will always be wanting that longevity of tone.”
*Except the Volume Boost Jelly Conditioner