All About Hue
Pureology Serious Colour Care has a unique position in the market.
Here’s why the brand makes good “cents.”
Carrying a line of
haircare products
created specifically
to keep color-treated
hair from fading has
always been a good idea, but it
makes even more sense now. Why?
“It gives your clients the security
that their haircolor will last,” says
Nathalie Tang, worldwide general
manager of Pureology. “We’re
dedicated to color-treated hair, and
we offer a money-back guarantee.
What’s more, all of our formulas are
highly concentrated. You can get
up to 80 shampoos from one retail
bottle, about twice the amount you
get from other shampoos. That
means the price per application is
less expensive, which is key during
times like these.”
The PureRewards program also helps to put money in your
pocket, enabling you to indulge in a variety of premium rewards
to help you grow your business while communicating a message
of integrity. It’s that message, in fact, that resonates for a lot of
stylists these days. “I’ve got a lot of health-conscious clients, and
the fact that Pureology is vegan and contains organic botanicals
is an advantage,” says Pamela DiRenzo, owner of Studio RK in
Fort Myers, FL. “We strive to be an ethical brand, a brand that is
sustainable and uses recycled materials,” Tang says. “Our new
bottles are made of 25-percent post-recycled plastic.”
Chris Lewis is the vice president and managing partner of
Vincent Salon & Spa in Fort Myers, FL. “The rewards program
has been a terrific tool for us,” says Lewis, who has used points
toward education, something which may have otherwise fallen
by the wayside in the current economic environment.
Hydrate
Shampoo
with rose,
sandalwood
and green tea
dramatically
improves hair
condition.
NanoWorks
Shampoo
with
mushroom
increases
hair
strength
up to three
times.
Essential
Repair
Split End
Correcting
Treatment
protects hair
and seals
split ends.
Because Pureology has a higher
price point, DiRenzo implemented
a loyalty program at her salon so
clients could continue to purchase
the products. “Our clients get one
point for every dollar they spend
on services or retail. Sometimes
we offer double points for services
we’re offering as specials that
month, like manicures or pedicures,”
DiRenzo says. “When they reach
750 points they get a $25 gift card
to use toward retail purchases.”
When Lewis introduced the line
at his salon about a year ago, he
worked with his distributor sales
consultant to develop a promotion
that put samples directly into each
color client’s hands. “We filled little
bags with shampoo, conditioner,
a styling product and a coupon
for 10 percent off a purchase of Pureology,” Lewis says. “We
had a huge display in the lobby. If a guest was having her hair
colored that day, we gave her a bag and asked her to give it to
her stylist, who used the products on her at the back bar. That
opened up a dialogue during which the stylist explained the
benefits of using Pureology at home. It was a great way to get
the stylist talking about the line.”
Recently the company improved its Web site to include
updated reference guides, planograms, merchandising tips,
retail tips and a new salon locator that enables salons to connect
with consumers searching for Pureology products and services.
And since many celebrities and influential artists love Pureology
products, there’s a section that lets professionals download
editorial credits from top magazines so they can print them out
and display them in the salon.
PureVolume
Shampoo
with lavender,
ylang
ylang and
sandalwood
volumizes
while adding
moisture.
RootLift
Spray
Mousse
builds
volume
and control
while
protecting
color.
Dandruff
Scalp Cure
is an anti-dandruff
shampoo and
conditioner
with a dose
of pyrithione
zinc.
