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Salons must re-evaluate to meet market changes23 April 2018Salon owners at Twincare’s Breakfast LaunchSouth African beauty salons need to re-evaluate their businesses in order to accommodate the pace of change in the market place.So said Twincare International CEO, Stav Dimitriadis, at the company’s annual Breakfast Launch for Gauteng salons, held on 16 April at the Twincare head office in Sunninghill, Johannesburg.Dimitriadis began his business presentation by asking: “Where is the industry at this moment in time?” He continued: “The pace of change in the market is faster and faster and technology is a major driver. So, as salon owners you need to look at your businesses carefully and ensure that you keep up with change. “The most important driver currently in the market is the country’s economy, which is largely the result of politics. Last year was terrible one for South Africa because no companies were investing – some R1 trillion worth of investment was held back in 2017 as the political situation made people scared of investing in the country. However, poliltics cannot live in isolation and this year has, so far, been better due to a new president with new ideas. We can’t control the economy but we can control how we run our businesses.”Dimitriadis went on to point out that the second biggest driver dictating market conditions is the change in consumer buying patterns. He continued: “We have a different consumer today because of technology, which means that the customer is now more informed. Specialised services in a salon have been reduced as consumers want to see instant results. I believe there are a lot of smoke and mirrors in the industry, with unusual treatments like hay therapy and snake therapy. “Our industry is at the point where there is the need for a clear view of what the consumer wants. One of the biggest disruptors at the moment are the salon chains Sorbet and Imbalie, each of which have a large footprint countrywide. So you need to ask yourself what makes your salon different to the competitors. How different are you to Sorbet, Imbalie and Dis-Chem? Build on your point of difference. I do believe that you still need specialised services, especially results-based treatments, but it’s a fine line between these and cutting costs, which we all have to do in tough economic times.”Dimitriadis suggested that salons take heed of the opportunities available in the market place to create new turnover possibilities and maintained that services such as lash extensions and microblading are potential income generators. He stressed, however, that the real money is in the retail.“While I believe salons should be cutting costs, it shouldn’t be in the stock department. The less stock you have on your shelves, the less you will sell as it stands to reason that if you have less input, you will have less output. Carefully consider every promotion that your suppliers offer you.” Following Dimitriadis’ presentation at the Twincare Breakfast Launch, the latest products in the Guinot, Matis, Artistic Nail Design and ibd brands were showcased. (Report by Joanna Sterkowicz)