Fantastic Sams Bi-Monthly Shopping Guide

Tanya Dessner 2016 Stylist of the Year

“There are so many great stylists at Fantastic Sams. Winning this award means everything to me,” said Tanya, who also won an honorable mention in the Commercial Color category and First Place in the Male Cut and Style category. The cover photo is of Tanya’s new husband, the winner of the Male Cut.

“Winning Stylist-of-the-Year is an incredible achievement, and we are so proud to have Tanya leading our team,” said Pam Engebretson, owner of Fantastic Sams in Winona, WI.

“We’ve been open for ten years in Winona, and Tanya has been with us for eight of them. We hired her right out of beauty school, and she spent three years as a stylist and five as our Salon Manager. Tanya works full-time behind the chair, as well as managing the salon,” says Engebretson.

Pictured Left to Right: Deshauna Barber, Miss USA 2016, Linda Chadwick, CEO Fantastic Sams, Haley Malouf, TIGI, Tanya Dessner, 2016 Stylist of the Year, Lisa Counts, Regional Director Fantastic Sams, Rafe Hardy, Sexy Hair, and Renee Valerie, TIGI

We are excited to share Education with Fantastic Sams® salons through the CosmoProf® guide. This medium is one of the many ways we are Moving Forward Together with Education in 2017 and beyond. In each publication this year, you’ll find a brief article to assist your salon in getting the most out of your retail sales programs with tips about retailing products in ways that lead to sales.

Offering products in our salons is a fantastic way of helping our guests solve tricky hair problems and to create loyalty. Your salon’s ability to leverage products to increase guest loyalty and build sales is a crucial success element. In fact, a successful in-salon retail products program benefits everyone: your guests, your team members and the salon!

Use these tips to increase awareness, build excitement and drive improved results! You’ll also find very helpful retailing strategies in the recently revised Fantastic Sams® Operations Manual, or through the Educational Webinar series. Speak with your Regional Director or Owner for details.

I look forward to hearing all about your success with products and retailing, and in all other aspects of your business. We have fantastic service, fantastic people and fantastic products to offer. Make 2017 the year to show your guests just how fantastic we are!

Yours

in Service,

Janet Williams Director, Curriculum & Career Development

MOVE FROM GUEST SATISFACTION TO GUEST LOYALTY

As the first major full service brand, Fantastic Sams® has created a standard for excellence that sets us apart in the value salon space. We currently have many loyal guests who rely on us for fantastic services and to solve haircare concerns while in the salon and at home.

BUT, DO WE HAVE ENOUGH?

In the competitive space that is the salon industry today, growth and prosperity is driven by bringing in new guests and keeping the ones we have coming back again and again. It is important to have guests leave feeling satisfied about their service, but satisfaction is backwards facing, in that it is aligned with how guests feel about a previous transaction. Satisfaction is quick to grow but can easily disappear after one dissatisfactory experience. Satisfaction does not guarantee loyalty. Guest loyalty, on the other hand, is forward facing, and an indicator of future behaviors. It is slow to grow but also to disappear, in that a truly loyal guest may give a salon multiple chances after having made a mistake.

SO HOW DO YOU GET TO LOYALTY?

There is no one answer that wraps it all into a neat little package, but studies have proven that loyalty is a factor of the guest’s experience and a belief in a brand. For our purposes, consider:

A powerful way to create loyalty is by focusing on fantastic Guest Service and Product Home Care. In short, you have to go beyond satisfaction to build loyalty.

GUEST SERVICE

Our Guest Service System is designed to create loyalty. From the 3-3-3 Rule, (remember: 3 steps, 3 compliments, 3 closings), to complimentary coffee and water, to the service and the retail walk, we give guests an experience that they remember and want to have again.

The Fantastic Sams® Guest Service System is composed of the following five steps:

Each step is important and makes a specific impact on the service experience for guests. The single most significant factor in the FS Guest Service System is using it CONSISTENTLY. Guest Service contributes to loyalty when it happens with each guest, each service, each time.

PRODUCT HOME CARE

Guest Service correlates with Product Home Care, as it is very difficult to build the trust required to sell a product without the service element. The consultation is the most important tool for recommending, then selling products for home haircare.

A thorough consultation puts the guest at ease, as it demonstrates that the stylist is professional, knows what she or he is doing and, most importantly, cares about finding out what the guest really wants, rather than deciding for her. A good consultation shows the guest that the stylist is “legit” and worthy of trust.

The most effective approach is to discuss the products that address the needs discovered during the consultation. For instance, “Mary, because you mentioned that your hair tends to be brittle and to tangle, I’m going to use the Fantastic Strength Keratin Shampoo and Conditioner during your service today. Keratin helps to keep your hair strong, elastic and healthy. When the amount of Keratin in your hair cells diminishes, your hair gets brittle and dry. Using these products on a regular basis will help not only to remedy the dryness and eliminate split ends, but you’ll notice more smoothness as well. If you don’t leave with anything else today, I highly recommend you take the Keratin Shampoo and Conditioner with you. Your hair will thank you!”

Through this conversation, the stylist demonstrated expertise in her craft, the products and what will help the guest. The stylist is creating confidence in her service, but also in the products and, by extension, the Fantastic Sams® brand.

The consultation is a tool that sets the stage for the Retail Walk at the end of the service. If a conversation about products is not taking place during the consultation, there is little hope for a product sale at the end. Additionally, the attention to Product Home Care extends the value of the service to the guest’s home. Using the products daily is a constant reminder of the great experience had at Fantastic Sams®!

THE PATH TO LOYALTY

Remember:

Guest loyalty is forward facing; it is slow to grow but also to disappear.

Guest Service + Product Home Care = Guest Loyalty

Guest Service contributes to loyalty when it happens with each guest, each service, each time. A good consultation shows the guest that the stylist is “legit” and worthy of trust.

If a conversation about products is not taking place during the consultation, there is little hope for a product sale at the end.

K P I KEY PERFORMANCE INDICATORS

25% COLOR

Lovejoy

Franchisee/Stylist

Macedonia, OH

All of our stylists wear color in their hair, and they always look stunning. They are very passionate about what they do, and it shows in their enthusiasm when they discuss color with guests. We often introduce new guests to color by recommending partial highlights. Once the guests see their new look, they are hungry for more and trust our team to deliver excellent work. We post before and after pictures on social media and keep current through education and researching new trends.

10% RETAIL

Team Plymouth Stylists & Franchisee

Our team prides itself on excellent customer service, and educating the guests is a huge part of that. We show guests how-to’s and different ways to use the products. We talk products with EVERY GUEST, EVERY TIME. For our hair color guests, we always recommend products that will serve as an insurance policy to protect their investment in their hair color. Our team has Product Huddle meetings every Saturday morning before our salon opens to educate each other about new and current products. We share success stories that we have with our favorite products and open our minds to try new tips and tricks with products during our huddles.

10% WAX/ TREATMENT

I talk with guests about their complete look during all hair services. Recommending eyebrow services completes the picture and gives them a very polished, finished look. I keep my eyebrows done at all times and can share information with our guests to keep their eyebrows looking FANTASTIC!

Bonnie

Todd Wells Plymouth, MI

Julia Mills Stylist Lorain, OH

salon pro tip

Crystal Gel Wellness Remedy:

Start every service with a clean canvas by preparing the hair with Crystal Gel Wellness Remedy by Malibu C Professional. This vital tool for every stylist’s arsenal gently, yet effectively, draws out damaging build up from hard water minerals, medications and other color-blockers to ensure reliable results and successful services for every client, every time.

9 oz. Un-Do-Goo Shampoo

High-performance resin removal shampoo that eliminates buildup from styling products and restores balance.

$ 6.00 | Reg. $8.00

SAVE 25% 777256

CPR Packette

Oxidative Hair Color Remover from the revolutionary Malibu C® Professional Toolbox for Color Correction.

$ 4.50 | Reg. $6.00

SAVE 25% 777157

4.5 oz. Hang Man

Showerless Shampoo

Fortified with Cocoa, Passion Fruit and Dragon’s Blood extracts, Hang Man will leave your hair healthy and moisturized while Zeolite absorbs dirt and oil at the roots, making sure no grime is left behind. So go on: take that second day hair from dirty and flat to epic and fresh... and hang, man!

$ 10.00 243021

4.5 oz. Brawler

Bantamweight Hairspray

Relentless hold in a superfine spray makes GIBS Brawler Bantamweight Hairspray the most hardcore men’s finishing spray in the ring. Fortified with Cocoa, Passion Fruit and Dragon’s Blood extracts, it not only provides hold that’s got your back all day and night, but leaves your hair in even better shape than before.

$ 10.00 243022

Liter Man Wash BHB

$ 15.00 Reg. $20.00

Hard water mineral buildup can hinder the success of virtually every service, from color to cuts, and everything in between.

The Power to Pour

Pebble

Choose

SATIN SMOOTH®

Double Wax Warmer Kit

This deluxe kit includes one double warmer, one 14 oz. Honey with Vitamin E wax can, one Deluxe Cream wax can, four 16 oz. soothing skin prep and aftercare products, assorted applicators and waxing strips, collars and instructional dvd—everything you need to offer your clients more waxing options and unprecedented comfort!

$ 119.99

Reg. $139.99 | SAVE OVER 10%

KIT: 763747

SATIN

14 oz.

SATIN SMOOTH®

Single Wax Warmer

Fits all brands of 14 oz. wax cans and features a quick on/off switch, 10-setting temperature control to ensure client comfort, siliconecovered switches and a matching cover to maintain temperature.

$ 39.99

Reg. $59.99 763751

SATIN SMOOTH®

Student Waxing Starter Kit

Includes a portable wax warmer with advanced temperature control, 14 oz. Honey with Vitamin E wax can, a 40-piece accessory kit, assorted applicators for facial and body hair removal and four pre- and posttreatment soothers.

$59.99 | Reg.

buy 1, get 1 50% OFF

introducing the new Express Gold® Curl Marcel

THE NEW STANDARD

Create smooth, hydrated curls with incredible shine and staying power with the Express Gold® Curl Marcel. The gold surface distributes heat evenly for consistent, long-lasting curls.

Buy:

Ion 1 ¼" Smooth®+ Get 50% Off:

Ion Unclipped 3-in-1

112.49 | Reg. $144.98 SAVE $32.49 | PPK: 576764

supplies last. Express Ion Dry®+ Duo

1–Expresss Ion Dry®+ Get 50% Off:

Ion Smooth®+

124.99

ProTools® Express Gold® Curl Marcel

• Gold surface distributes heat evenly

• Adjustable from 280°F–430°F

• Dual voltage

• Ergonomic locking and rotating handle

39.99-$ 44.99 each

88.98 Reg.

$ 81.98

Reg.

• Intelligent Tri-Zone® Technology maintains optimum styling temperature from root to tip, for less damage1, shinier hair2, and 2x more color integrity* in just one stroke

• 2-year warranty, 9 ft. cord, 30-minute sleep mode and universal voltage Air

Results based on Tri-Zone® Technology: 1vs. a styler working at 450°F, 2 vs. untreated hair, *vs. a styler working at 450°F.

• Industrial ionic generator

• Two concentrator nozzles

• Two speeds, three heat settings and Style Lock Button

• 1 -year warranty, 10 ft. cord, 1875 watts

• Professional results: ceramic heat technology operates at 365°F to make your clients’ hair smooth and straight

FREE Nano Titanium Dryer with the purchase of one Nano Titanium 1" Ultra Thin Iron.

$ 129.99

Reg. $209.98 | SAVE $79.99

MSU: 764157

Dryer

A stellar combination of power, speed and design, offering both heavy-duty, 2000-watt performance and lightweight ergonomic handling.

1'' Ultra Thin Flat Iron

Exceptionally lightweight and easy to work with. Extra-long 5'' plates reach up to 450°F, allowing wider sections to be straightened.

NEW Nano Titanium 2" Ultra Thin Flat Iron

$ 129.99

764932

• 2" slim design

• Ultra lightweight for max comfort

• 5" extended plate for faster straightening

• Durable titanium plates

• 50 temperature settings up to 450°F

• Ryton® housing retains ultra high heat

• 10' swivel power cord

tools

Speed Freak® Dryer

Uses far-infrared heat and natural ions

W8less™ Appliances

Choose from: SKU: Dryer 778395

1" Iron 778396

$59.99 each

Reg. $79.99

SAVE 25%

Even distribution of heat

Weighs 41 oz.

Includes one concentrator nozzle

Limited 2-year warranty

Ceramic Dryer

buy 3, get 1 FREE

Butterfly Clips Black/White 244009

3" Butterfly Clips Assorted Colors 244010 99¢ each 12-count Reg. $1.59-$1.69 | SAVE UP TO 40%

SAVE 35% over

KING RESEARCH 6-Count Barbicide Bullets Disinfectant Concentrate Includes one FREE empty spray bottle! $9.99 Reg. $12.99 585043

SAVE 20% over

PARTEX 12-Count Bleach Guard Royale Towels

Choose from: SKU: White 223001 $ 20.99 each Reg. $30.99 All products not shown.

SAVE 30% up to

Choose from: SKU: Black 223002

Light Grey 223003

Brown 223021

Dark Grey 223052

Royal Purple 223053

$ 26.99

Reg. $35.99 12-count

Assorted Bottles Many styles to choose from. Selection varies by store.

$ 1.99

Reg. $2.69

SAVE 25%

VARIOUS SKUS

All products not shown.

Custom Care brushes

NEW Custom Care Brushes

Our Custom Care line was developed to cater to the needs of women, men and children with specific hair and scalp needs who are seeking custom solutions. These uniquely designed brushes allow us to provide detangling solutions for thinning hair and sensitive scalps as well as for thicker, heavier hair. Choose from: SKU:

Hair 152370 $ 6.99 each

While supplies last.

carbon fiber barrels

NEW Epic Professional Blowout Brushes Thermal Carbon Ionic-infused barrel helps to eliminate moisture and dry hair up to 50% faster. Achieve volumized shiny, silky smooth hair. High heat and chemical-resistant. LockTight technology secures the barrel in the handle, eliminating screws and rivets that can snag hair. Tri-Grip handle provides unprecedented control and comfort. Choose

each

SPORNETTE