When hairdresser-entrepreneur Vicente “Teng” Roma launched his fifth salon at S Maison Conrad last Aug. 9, it was the first Kérastase Prestige Salon. It is also the first partnership between the French brand and a hairstyling shop in Asia.
“This is at par with Europe’s best salons,” says Paolo David, general manager of L’Oréal Philippines.
The 150-square meter salon (call 8177417) offers exclusive products by Kérastase, the luxury hair care products of L’Oréal and L’ Oréal Professional.
David explains that Kérastase specializes in personalized formulas using the highest concentration of active ingredients, and is backed by scientific innovations.
Roma’s Emphasis Salon (call 4030117) and his three eponymous Teng Roma salons have always been known for their grooming and pampering services. Moreover, David says sales of their products have been growing at Roma’s salons in the past two decades.
“Through partner salons, we are able to express the brand for what it stands for,” says David. “L’Oréal assists the salon owners to have a comfortable business, supports the staff in training, and offers quality products and services that the consumers aspire for.”
The minimalist look of the salon
—whitewashed walls, sleek black furniture, and accents of sellum leaves
—was conceived by Roma and designer Paolo del Rosario. Roma’s business partners in this branch are Susan Thuer, who helped him in his Westgate Alabang branch, and entrepreneur Rosella Sotto.
The customer experience is inspired by L’Oréal’s Salon Emotion, a program that outlines the business and recommends the salon layout in several steps.
“Other salons are functional, merely providing the services,” says David. “The Salon Experience puts the consumers at the heart of the salon service. They are so relaxed that they would want to come back.”
The first two steps focus on the initial impression: the attractive frontage, and the warm reception that puts the client at ease and shows the service menu.
The third step, which is often neglected in other salons, is the diagnostic center. The hairdresser discusses the client’s lifestyle and peculiar requirements. A diagnostic camera looks into the state of the client’s hair. The analysis will enable the hairdresser to recommend the right products.
The fourth step, the backwash, is the most comforting part of the client’s journey. David quotes research as saying that 87 percent of women find it very relaxing to have their hair washed and massaged.
Clients then get their haircut, color and treatments at the hair stations, the fifth step. Testers are provided for them to try out the products.
Finally, the retail area is a showcase of the products recommended for the clients.
“As a brand, we provide the video wall, products, color bars and backwash. Our products enable salon owners and operators to get a healthy margin, earn profits and use it for their expansion,” says David. —CONTRIBUTED