|
 |
|
Beauty Fashion Magazine
October 2001
-- Article Excerpt --
|
|
|
Branching In Minneapolis And Its Suburbs With Aveda At A Retail Store, Salon And Spa Partners And The Aveda Institute
 |
|
Beauty Fashion's George Ledes and Adelaide Farah (2nd r.) on the shores of Lake Minnetonka with Van Driver Rick Kowal and Aveda's Tammy Malcolm, Dominique Conseil and Tom Petrillo
|
 |
|
Mr. Conseil, Ms. Rose (2nd r.) and Mr. Petrillo with New Reflections' Gina Civilla, Kelley Paradise, Jennifer Lewandowski
|
 |
|
Ms. Civilla, Ms. Paradise, Ms. Lewandowski, Renee Meyer and Ms. Murphy hold up a poster promoting a program that donates $5.00 from the purchase of an Aveda candle to Complimentary Care for cancer patients.
|
 |
|
Ms. Paradise and Ms. Civilla demonstrate the foot bath and massage treatment available at New Reflections Salon.
|
 |
|
he styling floor in the heartbeat of the salon where services for hair color, perms and textures are performed.
|
 |
|
Client Gretchen Kasner and New Reflections' Suzanne Gustafson at the Natural Nails area
|
 |
|
Ms. Paradise, Ms. Lewandowski and Ms. Civilla in the massage room
|
 |
|
The retail area at New Reflections Salon
|
Aveda products on display for Clients at New Reflections Salon |
From the whimsical to the monumental, Minneapolis, The City of Lakes, located on the banks of the Mississippi. River, Is not only a mix of cultural institutions, hip restaurants and rock music scene but is also known as the birthplace of Aveda. Aveda's mission is "to care for the world we live in, from the products we make to this ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world,'
"Aveda is about healing. It is a touching brand," explains Dominique N. Conseil, President of Aveda, "It is about promoting a spiritual relationship with nature which will breed a sense of environmental sustainability."
"It is also a retail brand," Mr. Conseil points out, but retail Aveda has two objectives. "First, we can help a service business become more profitable with the addi-tion of Aveda's retail. Second, after customers experience Aveda's products in the salon or spa, the service partner can "advise on suitable products so they can continue the experience at home".
"Everything starts with the experience," affirms Tom Petrillo, Senior Vice President, Distribution, Sales and Education, Aveda Services. "We as an organization focus on the experience, We let the product be the outcome. There is no on better than a stylist or an esthetician who is a professional to recommend your product. When you have that recommendation from them," Mr. Petrillo adds, "if you have pleasant experience [with products], you might to duplicate it at home," he continues, so if a customer has a treatment they are asked if they "would like the products that provided that experience."
He reveals that the Aveda Advisors "are not paid on their sales, they are paid on their experiences. They get increases based on the level of experiences that the are offering within the store. So, if a customer is happy with the experience, we believe that the vale will natural rally follow, it is a natural process versus a selling process." When Mr. Conseil goes into a store, I very seldom ask about their daily sales because that is not the issue. What I want to see are services being performed. I ask them how many relationships they started that day with customers." because we think long-term, It is not about daily sales, it is about years of relationships with customers."
Mr. Petrillo defines Aveda's channels of distribution. "We have the retail store, the salon and spa and the school, We don't want to be in the service business ourselves without a service partner. So, basically we find like-minded partners, and we give them all the tools need as a support mechanisms."
"We have five levels of customers which we consider as partners," he discloses. "There is the consumer, our salon staff of Stylists and Aveda Advisors, Spa Massage Technicians, third party distributors, our schools and their students." The Aveda Team invited Beauty Fashion to experience the world of Aveda -- a visit to an Aveda -owned Lifestyle Store, Salons and Spas owned by customers of Aveda and a final stop at the Aveda Institute where several programs are designed to train and retrain students of all levels using the most current and innova-tive techniques of cosmetology, esthiology, massage, hair cutting, hair color, makeup and Aroma-ology.
12:50 P.M. - New Reflections
Plymouth, Minnesota
Diane Keller, the Owner/President of New Reflections states that "our vision is to serve and support your well-being through our commitment to education, community involvement and team growth.' This philosophy reflects a synergy with Aveda which Mr. Conseil speaks of as the soul of Aveda.
Mr. Petrillo agrees, adding that "many of our clients and the people who work for us are very socially conscious; they truly care about the people around them. So, it is not a 'look-at-rne' brand. It’s a giving brand. The clients and the staffs are very giving. They want to do for other people as much or more than they do for themselves."
When you look at the Eastern cultures," Mr. Conseil reminds us, "the attention is on others. There is a philos-ophy of serving from the heart. Somehow, we have gotten it confused in that it has to be about us. What we are trying to instill in the students at our Aveda Institute and in the people growing up in our tradition is that, if we are true to our values first, then we become powerful service providers as both individ-uals and a community.' "Aveda is a team of talented artists, stylists and colorists, but there is no place for ego-centrism," he continues. "There is no one who clashes with the team spirit. There is harmony with a freedom of artistic expression."
Aveda's Territory Manager Wendy Rose used her freedom of expression to develop the Skincare Concept at New Reflections. This program is set up to combine a salon procedure with another complimentary service. Then, while the client is still in a robe, the Aveda Advisor goes over products that are relevant to their needs. This has boosted business at New Reflections by about 30%.
Two Locations
NEW REFLECTIONS SPA SALON
Plymouth Town Center 3530 Vicksburg Lane
Plymouth Minnesota 55447
NEW REFLECTIONS SPA SALON
Ridgedale Center, 12351 Wayzata Blvd.
Minnetonka, MN 55305
(763) 559-3185 phone
www.newreflectionssalon.com
For more information on beauty Fashion Magazine visit: www.beautyfashon.com |
|
