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own your art
OYA (Own Your Art) is a brand-new line of hair color with
70 permanent and 43 demi-permanent shades. The
point of difference? Green tea, a powerful antioxidant that
increases color retention and prevents premature fading,
and sea kelp, packed with 15 amino acids and minerals with
rebalancing properties to vitalize and refresh hair and scalp.
���Our goal is to provide a high-end product and partner
with the distributor and the salon,��� says Marlene Wens,
vice president of parent company Helias. ���We believe that���s
what���s missing in the industry right now.���
32
The Colorist | MARCH/APRIL 2013 | thecoloristmag.com
A sure-���re way to weaken
your brand is to o���er
inconsistent pricing for
your color services. Tis
happens when each stylist
charges something di���erent,
and it is not good business
simply because it leaves
the client perplexed and
confused. After all, clients
have been conditioned to
expect standardized prices at
restaurants or their favorite
co���ee bar. Items on the menu
have a set price and aren���t
determined at whim by the
chef in the kitchen. Color
services need to be viewed
in the same manner based
on the length of hair and
the number of processes
required. When setting
prices, each process needs
to be identi���ed as a service
on the menu with a price
point. Tis will eliminate
pricing chaos and strengthen
your brand.
���
MY ADVICE: Standardize
your pricing and watch your
business grow.
PHOTOGRAPHY: ROBERT LYNDEN (2); ERIC SMITH.
Walter Claudio, owner
of Walter Claudio Salon
Spa in Santa Barbara,
California, writes in this
space about growing
your color business.