is currently engaged in talks with several celebrities regarding product endorsement. Salon Favorite’s target market is women from their mid-


20’s through their 40’s. “Our customers are mainly women who want to change their look,” Taieb says. According to Taieb, Salon Favorite is the first company to


offer a do-it-yourself keratin treatment kit directly to consumers. “We are expecting other competitors to enter the market,” she says. “But we will be ready for them.”


Specialty leasing specifics Salon Favorite is looking to open its own flagship store in a mall near its Beverly Hills headquarters. In addition, the company has a growing specialty retail program. The first cart opened in October in the Sawgrass Mills Mall in Sunrise, FL, and several others quickly followed suit. “Our goal is to have 100 to 150 carts by the first quarter of this year,” Taieb says. While it is early in the game to gauge sales volume, Taieb says the first few carts have been averaging about $30,000 to $35,000 in revenue per month. The carts are all independently


operated by specialty retail entrepreneurs. Retailers are provided with a cart design along with training, sales tips and a DVD that demonstrates how to use the product and the effects of keratin treatments on the hair. The DVD can be played at the cart to both intrigue and educate consumers. The startup product package, which includes 12 of each


product—the kits and additional salon products—costs about $2,000. Total startup costs, including cart construction, a couple of DVD players and monitors, a blow dryer and flat iron, and the product, is less than $5,000, Taieb says. Markup is 300 percent or higher, she adds. Carts that sell Salon Favorite products are typically not


permitted to sell the Flat Iron, since this category of product is generally offered by other types of stores in the mall. “At the cart, salespeople will refer people to the website, or tell them another store where they can buy an adequate flat iron,” Taieb says.


Breaking the ice with Argan oil Salon Favorite advises its retailers to start a conversation with passersby by asking if they would like to sample the Moroccan Argan Oil Hair Serum. “By rubbing a l ittle on their hair,


consumers can see how it feels and smells, and they can see results right away,” Taieb says. “It’s very easy to demonstrate.” Once the customer is engaged, the salesperson can talk


about the advantages of keratin treatments and can even give a brief treatment to a one-inch section of hair. According to Taieb, the “quick fix” can be done in a matter of a few minutes. “The customer will be able to see the brand-new, shiny look,” Taieb says.


Online dialog The company’s website provides step- by-step instructions, along with a forum that includes answers to users’ questions, such as “Can I dye my hair when using this product?” (The answer is yes, but it’s recommended that the dye job take place about three weeks in advance.) The site also contains testimonials from customers. “I feel absolutely gorgeous!” wrote a


woman from New York, who identified herself as Amber. “It doesn’t take too long, it’s easy, and when you are finished you will feel like a new woman! Recommended for anyone wanting the straightest hair possible, I give this treatment two thumbs up!”


Bernadette Starzee, a Long Island, NY writer who covers business, sports and lifestyle topics, is a senior writer for SRR. She can be reached at starzee@optonline.net.


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