Professional Beauty talks to Alpha-H founder Michelle Doherty about the Aussie brand’s new professional range, Liquid Laser Prescriptive.
How can salons encourage staff to attend training, both internal and external?
“Every professional should want to be a subject matter expert. With recent breakthroughs in bioavailable ingredient technology, it has never been more relevant for professional therapists to explore next generation formulas that change the behaviour of the skin. Therapists who harness this knowledge and utilise these innovative formulas in their everyday practice will have a competitive edge. Living in a digital age means there is a wealth of information customers can easily obtain about active ingredients and benefits to their skin. As the skincare professional, you need to know more and stay abreast of industry advancements. Training, professional and personal development are an intrinsic part of how the salon operates and how the team is inspired.”
Aside from product, what is the greatest contribution a supplier can make to the success of a salon?
“Marketing the brand effectively, so salons can leverage off its global reputation, brand awareness and consumer demand. This can be done via direct marketing, trade marketing and consumer media advertising. Alpha-H also invests in high profile influencers to create engaging content and social word of mouth advocacy. Allocating prime real estate on our website and social media platforms generate awareness and traffic for our salons. We offer support via stockist locators, shout outs on our social media channels, and create assets in the form of images, videos and banners.”
How can salons increase their retail sales and compete with the growing online market?
“We are extremely proud of the salon heritage that has led Alpha-H to international success. Now, we want to help salons build their own success and reputation with a salon-only range that will give them a competitive edge over online stockists and TV networks. Liquid Laser Prescriptive is a professional range that utilises the latest advancements in bioavailable ingredient technology to change the behaviour of the skin and is available only by consultation at a professional skin clinic. Because of Alpha-H’s cult status, customers want a sensory experience. They want to talk face to face with an expert who will give them a personalised and progressive skincare solution; they want to know what comes after Liquid Gold.
The Liquid Laser Prescriptive omnichannel message will be clear: you can find information on our website (www.liquidlaserprescriptive.com) but these results-driven products can only be bought from a skincare expert in a professional salon environment, available via therapist-prescription only. As a brand we strive to deliver our products and information to customers in the way they prefer, and statistics show that globally, 78 per cent of consumers prefer the sensory experience of shopping in a bricks-and-mortar store (Mood Media Global Study 2017). In a fiercely competitive beauty market, another way to increase sales is to go above and beyond a generic treatment and take a 360-degree approach. Identify add-on services and opportunities to upsell, or value-add by creating packages. For example, your customer may be coming to you for a facial but going elsewhere for brows.”
What are the essential components of salon professionalism?
“It is vital for salons to offer exclusive cutting-edge products and treatments that generate outstanding results and provide a point of difference over their competitors. Staying ahead of industry trends and utilising the latest technology is an integral part of this strategy. As a salon owner, know your business inside and out and be actively involved in all areas. Consistency within any salon is essential; it is imperative to ensure that high standards are set and met across the board.”
What do you believe will be the greatest challenges facing the beauty industry in the coming decade and how can we tackle them?
“With technology and trends constantly evolving, the beauty industry can be transient in nature. The challenge to stay at the forefront will see brands continuously striving to meet consumer demand and remain competitive in an oversaturated market. Getting back to basics with simplistic yet effective products will help minimise brand fatigue. We will always remain genuine and stay true to our original identity and brand ethos of being relevant, forward-thinking and results-driven. There has also been a rise in DIY at-home products and treatments, many of which should only be in the hands of a professional. This presents both a challenge and an opportunity for industry professionals. The challenge is to educate the consumer so they recognise the intensive training a therapist undertakes in order to safely perform such procedures. On the flipside, this presents an opportunity to promote professional treatments and create a personalised salon experience.”
For more information visit www.liquidlaserprescriptive.com or phone 1800 659 777