TASTE
OF ITALY
THE CAPELLI SHOP
When conceiving of a theme for
their new salon in Newtown,
PA—The Capelli Shop—
co-owners Joey Festa and Matt
DiBartolo looked to their Italian
heritage for some inspiration.
They chose the name capelli,
which means hair in Italian, and
decided to carry Italy’s Davines
line of haircare, in addition to
treating clients to a selection of
Italian snacks and refreshments.
To update the space, formerly
home to Calabrese Salon, Festa
and DiBartolo enlisted the help of
their wives, relatives and friends,
transforming it into an open,
bright, contemporary setting for
haircolor, haircuts and styling services. The salon opened in March and held a grand opening
celebration in May. “We strive to help our clients express their individuality through their
most important personal style element—their hair,” Festa says. —L.A.
Go Mobile
Salon Technologies has partnered with
Apple to introduce its popular Personal
Salon Assistant (PSA) software as a
downloadable iPhone application.
Available in multiple languages, PSA for
iPhone offers the same features as the
original, including the patented Hair Color
Formulating Software—
which offers a database
of more than 70,000
haircolor formulas,
step-by-step instructions
and the ability to store
and retrieve stylists’ own
formulas—along with
many new capabilities. The iPhone allows
stylists to put callers on speakerphone and
book appointments in real time; e-mail
clients with appointment reminders,
receipts and birthday wishes; send mass
e-mails about sales and specials; send
reports to a home computer for printing;
import and export client information; take
and store before-and-after photos for
clients; and set up standing appointments.
Salon Technologies also offers the PSA
preloaded on an iPod Touch and will be
releasing an option for Verizon users soon.
salontechnologies.com —L.M.
SIGNATURE SERVICE
The new Healthy Scalp Treatment offered by Beverly Hills, CA-based TOM
BROPHY SALON is formulated to cleanse, moisturize and nourish the scalp.
“A healthy scalp is integral to overall hair health,” says salon owner Tom
Brophy. The four-step treatment includes exfoliation using a cleansing oil
made of rice bran and orange oil that gently removes sebum; a cleansing
shampoo that absorbs sebum and dirt during a foaming massage; a
moisture treatment that protects the scalp and adds luster to the hair; and a
nourishing treatment that targets scalp problems such as oiliness, dryness
and redness, nourishing cells in the hair follicle for healthy growth. —L.A.
LOOKING ON THE BRIGHT SIDE
Like many U.S. salons, the Paris Parker group of salons and spas in Southeast Louisiana has seen a decrease in service sales, with many
customers choosing to wait an extra four to six weeks between haircuts or opting for less expensive haircolor services. What may seem
surprising, however, is that Paris Parker has also seen an uptick in bookings with less expensive newer stylists, resulting from an increased
number of calls from clients—estimated at more than 20 percent each day—requesting this value
pricing. This win-win scenario benefits both the salon, by giving junior stylists the opportunity to
build their client bases, and clients who are looking for more economical alternatives.
“Businesses need to adapt, and they need to do it now,” says Sharilyn Abbajay, CEO for Neill
Corporation, which owns Paris Parker Salons and Spas. “It’s time to listen to our customers and
adapt to their needs.”
The trend at Paris Parker supports recent consumer research from San Francisco State
University and the results of a survey by Condé Nast Portfolio of its readers, both of which found
that experiential purchases, such as a meal, theater tickets or a spa treatment, result in greater
long-term satisfaction than material purchases, a bright spot for salons during these challenging
Paris Parker Aveda Salon
and Spa at Perkins Rowe,
economic times. “Every one of us, especially during stressful times, will not compromise on finding
Baton Rouge, LA
a gratifying experience that for a moment creates an escape of pure joy,” Abbajay says. —L.A.
