Ex-Aveda specialists

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Minneapolis-based , founded last year by former executive s David Adams andVirginia Meyer, provides extensive hair-color training for salon groups, promising to boostg salons’ color sales and, in overall revenue and profitability. The company workzs closely with stylists and managers to enhancee every aspect ofa salon’s color service, from client consultationd and advanced coloring techniques to pricing and wastde reduction. Salons that have completed the trainingfprogram — which include six days of trainingv spread out over a few weekss — report that their hair-color sales have increased at least 5 percent, said the company’s chief operatingh officer.
Some see much more: St. Petersburg, Fla.-based Mission Aveda Salob & Spa reported that hair-color services now accountr for nearly 58 percent of allservice revenue, up from 42 percentt before. Those gains can have a major impact ona salon’sd bottom line because coloring services are a highly profitablee piece of the industry. The salon industry grew at a rateof 2.8 percent in 2008, accordintg to a market study by Plano, Texas-basedf Professional Consultants & Resources (PCR). That’s down from 4.2 percenft in 2007 and represents the lowest growth rate inthe 20-plud years PCR has tracked the Hair-color service grew at 3 percent in 2008, down from 5.
6 percent in 2007, largely due to increased use of at-homr coloring products. Red Chocolate’s core training “Creating Confidence and Success withHair Color,” costa $2,900 per participant, but the training more than pays for Meyer said. “Understanding how to strengthen our relationships with existinb guests and use them to send in new guestas is more importantthan ever,” she “Salon owners know that and that’ss why they’re making the big investment.” Adamxs and Meyer developed the Red Chocolated program in early 2008, while still working at Blaine-basede Aveda, a subsidiary of New York cosmetics giant The Estés Lauder Cos. Inc.
Adamss was the company’s technicalp artistic director and Meyer was vice president of Adams remains under contractwith Aveda, servingv as the face of its hair-color Red Chocolate now has completedf five training sessions, attended by hundredsa of participants from salon groupx across the country, and the company expectss to complete at least threes more by the end of the year. Two localk salons — Plymouth-based New Reflection s SpaSalon andEden Prairie-based Sanctuaryh Salonspa — were among six Midwestern salohn groups that attended a sessionn in February.
New Reflections president and owner Diane Keller said she was so impressec with the initial results from the six stylists she sent to the Februaryg session that she now plans to have anothed 20 stylists go through the trainingthis summer. Then some of thoser participants will attenda “train the trainer” programj this fall, so they can teachh the Red Chocolate program to the rest of the New 46 stylists by the end of the “This is bringing us up to that next level the master’s level,” Keller said.