Glamour Express
Style Bar Beverly Hills, an express salon founded by sisters Ramona Molayem and Sharona Rahimian, specializes in triple-booked services—hairstyle, makeup and manicure—which are priced under $100 ($33 for each service) and performed in less than one hour. Here’s what co-owner Rahimian has to say about their inspiration, marketing approach and success:
Q: Please share your marketing concept with our readers.
A: We cater to busy LA women that attend a lot of events. The service has been especially attractive to celebrities who often go to many functions within hours of each other. Just the other day, Carrie Preston, one of the stars on HBO’s True Blood, came in to get ready for a movie premier that evening. She needed her hair, makeup and nails done, but was on an extremely tight schedule. We did all of her services in less than one hour and she left looking absolutely gorgeous.
Q: What marketing efforts have you made to reach your target clientele?
A: We utilize social and traditional media, and do special events that cater to potential clients. We’ve also aligned our salon with United Friends of the Children by offering free makeovers to youths in foster homes. Word-of-mouth has also proven to be a powerful marketing tool, as well as clients that come to our salon for single appointments. When they see three services being done at once in a nearby chair, quite often they request to add the extra services to their appointments. Needless to say, our express package is visually intriguing!
Q: How long did it take to train your staff to synchronize their services?
A: You would think that it would have taken a long time to master a multi-service appointment, but our staff actually took to it rather quickly. To prepare them, we did many practice sessions with different types of models. But through this learning experience, we realized early on that the two most important factors for a successful multi-service appointment are teamwork and good communication. Our staff is incredibly talented and they all work together to deliver the best possible experience for the client.
Q: What percentage of your clientele receives your three-in-one appointment?
A: As you would expect, Fridays, Saturdays and Sundays are when most events take place, so about 80% of our clients request the multiservice package on these days. However, it’s also requested throughout the week because no one seems to have enough disposable time anymore to spend hours in a salon.
Q: Does your express service increase or decrease retail sales?
A: A multi-service appointment does make it harder to sell products, because three people working on one client isn’t exactly conducive to conversation. However, many customers still ask about the products that are being used on them, especially when they see the results. (StyleBarBH.com)
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| Co-owner Sharona Rahimian | Co-owner Ramona Molayem |