Editors letter.

As we edge closer to the end of another incredible year, this issue is brimming with exciting news, inspiring features, and stories from across the globe.

We are thrilled to spotlight Revlon Professional on our cover, a brand that continues to shape the industry with its innovation and creativity. In this edition, we also celebrate the 2024 AHIA Business Finalists, showcasing the individuals and businesses that are setting new benchmarks in industry excellence. And for the first time, we cross over to the UK to introduce our new writer, Candice McKay, who will be bringing us stories from powerhouse women making waves in the industry, around the world.

Closer to home, we spend 10 minutes with the wonderful Kylie Dwyer, meet Hot Shots Winner Domi Cherie, and catch up with Worldskills champion Hannah Gerritsen. We also take a closer look at some of the industry’s standout salons, such as Vision Blonde and Zucci, while featuring innovative brands like CPR Hair and KEVIN MURPHY . We’re also excited to introduce Melissa Kalan, the new CEO of the AHC, who shares insights on her new role and her vision for the future of the industry.

In addition to all of these plus other added features, our issue is packed with valuable business advice from educators, business writers, and bloggers, helping you navigate the ever-evolving landscape of the salon industry.

This issue, I want to focus on the often-undervalued power of client retention and consistency. Attracting new clients is important for growth but retaining those you already have is where the real value lies. A loyal client base is the cornerstone of a successful salon business and keeping them happy should be a top priority.

Client retention is much more than just ensuring a client comes back; it’s about building relationships and delivering an experience that is memorable, personal, and consistent. Happy clients not only return—they also refer others to your salon. Word-of-mouth recommendations, especially in our industry, can make all the difference. It’s your loyal clients who will rave about your work, share their experiences on social media, and bring in new business effortlessly.

But the key to retention is consistency. Clients return to a place where they feel valued and can trust the service they receive, time and time again. Whether it’s the way you greet them, the care you take in understanding their preferences, or how you deliver their desired results, consistency builds confidence. Every visit should meet or exceed their expectations. It’s not just about having a great team or beautiful space, but about offering an experience that feels reliable and enjoyable every time. Consistency goes hand in hand with creating a VIP experience for each client, regardless of how long they’ve been with you.

From personalised consultations to remembering their favourite services or drinks, these small but significant gestures can help turn a onetime visitor into a lifelong client. And don’t forget— rewarding loyalty through special offers, discounts, or perks not only shows your appreciation but also strengthens the relationship.

In terms of strategy, simple things like effective communication can work wonders for both retention and consistency. Regular follow-ups, thank you messages, and offers tailored to their needs ensure you stay top of mind. Even a brief message after a visit makes clients feel valued, while keeping your salon firmly in their future plans.

Ultimately, your most loyal clients are your greatest asset. They’re more likely to try new services, engage with your business in new ways, and champion your salon to others. So, as we head towards the festive season, remember that consistency in service, experience, and appreciation is key to maintaining and growing your clientele. Focusing on retention, alongside welcoming new clients, is the balance that drives success.

Last but definitely not least, we’re also gearing up for the AHIA Business Gala Event on October 20th on the Gold Coast! I can’t wait to celebrate with all of you—it’s certainly going to be a night to remember!

And finally, with just one more issue left for the year, it’s hard to believe that Christmas is just around the corner. Are you ready? If not, don’t worry—there’s still time to get organised!

Until then, enjoy this issue and all the wonderful stories and inspiration it has to offer.

Love & hugs, Louise May Editor – Hair Biz Magazine Editor in Chief – Mocha Group louise@mochgroup.com.au @louisemay_mochagroup