“New SP Alchemy Treatments and the new take home products will provide you with immediate and noticeable results, leaving hair fully restored, revitalised and looking more beautiful than you’ve ever seen before.”

Darren Messias, SP Alchemy Club Member, KH Hair

IT WORKS

FOR KH HAIR

DARREN MESSIAS, BOARD DIRECTOR AND CREATIVE DIRECTOR OF KH HAIR, THE 20-SALON STRONG HAIRDRESSING GROUP IN THE EAST MIDLANDS, IS RESPONSIBLE FOR THE GROUP’S MARKETING AND CREATIVE STRATEGIES. DELIVERING BUSINESS AND CREATIVE SEMINARS IN THE UK AND OVERSEAS, WELLA PROFESSIONALS CHOSE DARREN TO BE AN ALCHEMY AMBASSADOR – ONE OF AN ELITE GROUP OF HAIRDRESSERS TO LAUNCH ITS PERSONALISED HAIR CARE RANGE.

“Since the introduction of Alchemy, our in-salon treatments are up by 40 percent – proof that clients want an additional service. Each salon is doing an average of eight treatments a week, and as clients aren’t worried about spending the money on professional products and services that ensure great feeling and looking hair, we hope this will continue to grow as they become aware of the treatments’ benefi ts.

Service as part of their colour experience. “For KH Hair, the SP Alchemy Treatments have

also had a major impact on retail sales. Clients loving the results want to keep their hair looking great between salon visits, and as these treatments are a new service, they enable our stylists to talk to their clients about the benefi t of take home products. “We want our clients across the salon group to completely buy into SP, including the treatments and

“Since the introduction of Alchemy, our in-salon treatments are up by 40 percent and our retail sales for the group are up by 15.7 percent.” Darren

“And the reaction from the salon teams has been extremely positive from day one. We encouraged each stylist to try a treatment themselves which proved very successful, as they’re equipped to speak to clients about the benefi ts fi rsthand. “As a group, we put a lot of training and excitement behind new services and products to help ensure their success, and our ‘trial teams’ share their fi ndings with the wider salon group, with very positive outcomes. “Each salon built the excitement of the new

treatments before they’d arrived, so clients were expecting it and booked in before Alchemy was even launched. “Since the launch, we’ve had nothing but positive feedback from clients who are proving that they can’t live without it by re-booking, especially colour clients who now view the SP Alchemy

the retail products just as our stylists recommend. “We’re also planning to have an ‘Alchemist’

in each salon, a specialised person on hand, which we’re sure will have an even greater impact on retail. “Alchemy has opened clients’ eyes to something

new and exciting and them being able to experience just how fantastic the results are has had a huge impact on retail. “Our retail sales have always been healthy, but

the recent introduction of the new SP range has motivated our stylists and colourists to talk through the benefi ts with their clients, and now it has wash- out conditioners – which our clients demand – the range is even more popular. “Since the introduction of new SP in January, our

group is up by 15.7 percent in retail sales, so overall, ours is extremely positive feedback.”