In the beauty industry, where attracting and retaining clients is crucial, competition has always been fierce. Transforming a beauty salon into a thriving business, where everyone can immerse themselves in an atmosphere of luxury and uniqueness, is no easy task. According to Global Market Insights, the salon services market is estimated at $122 billion in 2024, and this figure continues to grow. However, despite its high potential, many salon owners face challenges in attracting and retaining visitors. What effective strategies can draw in new clients and maintain their loyalty? Ivan Teteryuk, a colorist and salon owner in the USA, shares his insights and explains how to create an atmosphere that appeals to connoisseurs of high quality.
Creating an atmosphere of true luxury
Many people are used to the idea that clients come to a salon only to get a high-quality result. But this is a big mistake, because service is important to everyone. You can create the perfect hair color or an excellent haircut, but people value the emotions they experience. Ivan is confident that it is necessary to pay attention to the visitors’ mood and show care for the little things. He transformed his salon into a space where people can have a great time and enjoy the procedures.
“People’s perception of your salon may depend on the kind of comfortable atmosphere you create. Of course, it’s important what clients get as a result—their transformation. But equally important are the feelings and emotions they experience during the process itself,” says Ivan.
Ivan also notes that his visitors enjoy having small photo shoots. This positively affects the client experience and significantly enhances their impression. Everyone can feel like a star. According to Ivan, many have remarked that when they return to the salon, they specifically prepare and choose outfits, anticipating professional photos. For the professionals, it is an opportunity to expand their portfolios, and for the visitors, a pleasant gift that leaves warm memories of the day in the form of photographs. Many salons even create stylish photo zones with their branded logo – this can be excellent promotion for your social media.
Make sure that the temperature in the studio is always comfortable. The best way to achieve this is by installing an air conditioner in the room. This way, you can constantly control the temperature.
“Creating an atmosphere of true luxury is not just a matter of aesthetics, but also about attentive care for each client,” says Ivan. In his salon, everything is meticulously thought out: from the interior to the service. Every element of the space is designed to ensure that clients feel comfortable and can relax.
Service with care
Of course, the service that accompanies the client throughout their entire time in the salon plays a special role. In addition to the standard: “Would you like tea or coffee?”, you can offer your guests something more. In marketing, this is called a unique selling proposition – an advantage that sets you apart from competitors. At Ivan’s salon, they came up with the idea of offering clients a full lunch during a long visit. A special feature of the salon became Russian candies, which are quite difficult to find in America. Clients note that ordinary sweets help for a moment to feel like they are in another country.
Creating an oasis
In the salon, attention is also carefully paid to the atmosphere: lighting, interior, and living greenery. These aspects create a sense of coziness, calm, and complete detachment from the hustle and bustle of the outside world.
Special attention should be given to pleasant aromas, as they are what draw the attention of a client who has just stepped into your salon. It is very important that these scents are unobtrusive—they help with relaxation and enhance the overall impression of the place.
Typically, background music or light TV shows are played. Increasingly, salons feature sounds of “nature,” tracks by favourite artists, or iconic series such as “Desperate Housewives” or “Gossip Girl”.
Even seemingly minor touches, such as a footrest so that a client can relax, change posture, or comfortably work on a laptop during the procedure, matter. Details imbued with care create that very feeling of home and comfort that visitors appreciate.
Suite availability
For some clients, the availability of luxury products is important. In practice, high-class tools that are easy to use should be employed. For example, Ivan mentions that in his salon, almost any product that is mentioned during procedures or asked about by guests can be tried on-site for free. If something is liked, it can be purchased. This approach demonstrates confidence in the quality and helps build trust with visitors. It is this that allows for making an informed choice.
Ideal client
In Ivan Teteryuk’s salon, every client is a guest, for whom the team strives to create atmosphere and comfort: comfortable chairs, a soft blanket, the ability to charge your phone, fast Wi-Fi. Seemingly minor details that evoke a sense of true luxury. It is precisely these that distinguish an ordinary salon from a place where the client is genuinely cared for.
Ivan shared with the editorial team some tips that will also help your clients feel at home:
- Everyone wants to be in a place that looks “like it’s from Instagram.” Stylish, modern design, neutral colors, and details thoughtfully considered down to the smallest elements will make clients return to you.
- An important element is zoning: when a client arrives for a procedure earlier than the scheduled time, they can wait for their specialist with a cup of coffee in a separate area. Many clients note that this is very convenient.
- Recently, more and more salons are using aromatherapy. Essential oils or scented candles help create a relaxing atmosphere.
- Personalized attention and an individual approach make the client feel special.
Everyone wants to feel special. To attract and retain clients, it is important to create a space where beauty is combined with quality service and attention to detail.
