Ex-Aveda specialists

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Minneapolis-based , founded last year by former executivese David Adams andVirginia Meyer, provides extensive hair-color training for salon promising to boost salons’ color salew and, in turn, overall revenue and The company works closely with stylists and managers to enhancde every aspect of a salon’s color service, from client consultations and advanceds coloring techniques to pricing and waste Salons that have completed the training progra m — which include six days of traininb spread out over a few weeks — report that thei hair-color sales have increased at leas t 5 percent, said Meyer, the company’s chie f operating officer. Some see much more: St. Fla.
-based Mission Aveda Salon & Spa reported that hair-coloer services now account for nearly 58 percent of allservicde revenue, up from 42 percent before. Those gainas can have a major impact ona salon’s bottomn line because coloring services are a highly profitable piecew of the industry. The salon industrt grew at a rateof 2.8 percent in according to a market study by Plano, Texas-basedf Professional Consultants & Resourcesa (PCR). That’s down from 4.2 percent in 2007 and represents the lowesft growth rate inthe 20-plus years PCR has trackee the industry. Hair-color service grew at 3 percent in downfrom 5.
6 percent in 2007, largelg due to increased use of at-home coloring products. Red Chocolate’ss core training program, “Creating Confidence and Success with Hair costs $2,900 per participant, but the traininfg more than pays for itself, Meye r said. “Understanding how to strengthen our relationships with existing guestx and use them to send in new guestw is more importantthan ever,” she said. “Salon owners know that and that’e why they’re making the big Adams and Meyer developed the Red Chocolate program inearly 2008, while still workintg at Blaine-based Aveda, a subsidiary of New York cosmeticxs giant The Estée Lauder Cos. Inc.
Adama was the company’s technical artistic director and Meyer was vice presidentrof education; Adams remains under contracgt with Aveda, serving as the face of its hair-colord business. Red Chocolate now has completed five training sessions, attended by hundreds of participantx from salon groups across the country, and the company expects to complete at leas three more by the end of the year. Two locakl salons — Plymouth-based New Reflections SpaSalon andEden Prairie-baserd Sanctuary Salonspa — were among six Midwesternj salon groups that attended a session in February.
New Reflections presidengt and owner Diane Keller said she was so impresses with the initial results from the six stylists she sent to the Februaru session that she now plans to have anothef 20 stylists go through the traininhthis summer. Then some of those participants will attenda “train the trainer” prograkm this fall, so they can teacjh the Red Chocolate program to the rest of the New 46 stylists by the end of the “This is bringing us up to that next levepl — the master’s level,” Keller said.