Tatty, Embarrassing Magazines

When Hair & Beauty Becomes the Beast

by Matthew Bushnell

Matthew Bushnell is an experienced sales leader with a vast understanding of working closely with the hair and beauty industry. He has been working in customer facing roles for over 20 years and is a huge advocate of customer satisfaction.

Visiting a salon can sometimes be a time consuming event. Offering an up to date assortment of magazines can make the whole experience a lot more satisfying and improve the overall experience. Whether waiting to be seen or undergoing a treatment an up to date, glossy magazine can make all the difference.

Being a typical male, I needed some input straight from the horse’s mouth as it were, and asked some of my female friends about their experiences when going to the salon. Here is one of the more colourful replies I got:

Douglas Adams (best sci-fi author ever!) must have had a visit to the hair salon in mind when he penned The Long, Dark Tea Time of the Soul. Going to the hairdresser has become something no woman can avoid. Old and young, we need the magical touch of a good hairdresser to take care of our tresses, but boy, does it take forever! I know there are those who love spending a few hours being pampered, getting a head massage and zoning out with your typical salon sounds in the background. The whirring of hair dryers, chatter of people and sloshing of customers getting a wash. I am not one of them. Having access to the latest magazines, is my go-to every six weeks when my hair needs attention.

My hairdresser knows that she can get me through the process with a good cup of coffee and a nice current magazine to sink my teeth into. As soon as the foils go in, she’s there with the latest copy and for the time it takes the colour to develop, I am transported to London, New York, Paris and Milan, completely forgetting the chemical process happening on my head!

What really upsets me is having to re-read the same material she had six weeks ago. It makes the 20 minutes of waiting seem like hours and makes me think twice before booking my next appointment. If I could just get through the waiting bit, the end result usually inspires me to return for the necessary upkeep. But its the waiting….the waiting!

It would seem that my first instinct to ask the female of the species about their experiences was spot on. I never knew that there were some women who felt like this about going to the hairdresser. Shows you how high on my priority list hairdressing is.

What this conversation made abundantly clear, however, was that in a service industry, it really is the little things that count. Being able to read the latest editions of the trendiest magazines (that someone may not even subscribe to themselves), is a treat that enhances the entire experience.

A striking entrance makes an impression.

Customers want to be distracted. They seek to get away from the real world and be pampered.

Larger salons tend to have expensive entrances that become an experience unto themselves. Smaller salons achieve impact with cleverly designed sitting areas that surround their patrons in a world of their own

Even if your salon doesn't have its own separate alcove to accommodate your waiting guests, a stunning array of spectacular magazines can relax your customers. Your waiting clients have the space to read in comfort away from the busy salon but still feel ensconced in the buzz of activity in which they will soon be playing an active role.

Sometimes the magazines themselves and their display are the main focus. They should match the sophistication of your entrance with high-quality materials and recent reads. Catching the eye in a positive and alluring manner to those wanting to find a suitable distraction from the outside world.

A lovely way of incorporating other treats and amenities that look and taste good. Books and magazines are within easy reach but don't suggest the apples are not to be touched...

A comfy simple way to accommodate handbags and laptops along with a cuppa and some fab reads in tidy reach.

A salon's first impression on entry is an experience. The setup and display add to this ambience. The type of magazines you share and how they are displayed is very important in making that impression last. “Mag” it a good one.