5 Veganuary tips to attract new clients to your salon

By Sally Learmouth on January 18th, 2024

Veganuary is a great marketing tool to reach new clients and show your sustainability credentials to existing clients, but it must be genuine. I’m Sally Learmouth, owner of Gloss Communications, and I’ve helped salons to promote themselves and attract new clients for over 20 years. These are my tried and tested tips to successfully leverage Veganuary at your salon.

Do your research

If you don’t already know the vegan credentials of your products then contact your distributor or rep to find out. They probably have marketing materials detailing all the USPs of their products and might even have imagery and videos that you can use on social.

Find out what else makes your brand stand out

Clients that are interested in vegan brands are likely to be interested in sustainability and recycling for example, so maybe the brands you use are vegan but also come in packaging that’s recycled, recyclable, or part of a scheme like Ocean Waste Plastics which collects the same weight of plastic from the sea as it produces for new bottles. Maybe you offer refills, or are a member of Green Salon Collective, or support a charity. Use this opportunity to tell your story and make yourself stand out. 

Don’t jump on the bandwagon

Don’t jump on the Veganuary bandwagon if it’s not a philosophy you’re committed to all year round. Be genuine to ensure you’re not greenwashing, which ultimately clients will see through. If you’re promoting Veganuary, but then you only have cow’s milk for tea and coffee or you serve snacks with no vegan option, you could do more harm than good. If this doesn’t interest you, then there’s no point attracting this sort of client as they aren’t your dream customer. But if it does, do your research and offer a well-rounded customer experience.

Educate your team

There’s nothing worse than promoting something and getting clients in the chair as a result, then your team don’t know what they’re talking about and can’t answer any of the client’s questions. If you’re going to run a Veganuary promotion, get the team on board with some education so that they can answer any questions, for example, what are the benefits of the products being vegan? What stops a product from being vegan? What ingredients do your products use instead and how do they work? An enthusiastic team means organic sales and more profit as they recommend products they believe in.

Promote what you’re doing!

Shout about it on social, email your clients, update your website, put it in your window. Are you going to run any offers? These don’t have to be discounts, they can be added value, like a mini vegan product to take home – you could even ask your product company if they could support this by gifting you or doing a deal on minis or samples – or offer a complimentary vegan treatment; this can be an opportunity show the client how amazing it is so they want to buy the retail version or have it as an add on service at future appointments. Are there any other local businesses with shared ethics that you could cross promote with – think vegan bakeries or coffee shops, health food stores, ethical fashion shops – and run a joint promotion such as a competition to build awareness of your businesses for each other’s clients. 

Sally Learmouth

Sally is the founder of Gloss Communications which specialises in lifestyle public relations, from traditional PR across print, online and television, through to influencers and social media management, events and copywriting. Since 2005, Gloss has created hugely successful PR campaigns. Having created successful campaigns for Jack Howard, Luke Benson, Jamie Stevens, Errol Douglas, Karine Jackson, Cally Borg, Tina Hollis, Christopher Appleton, O&M, Nine Yards, Authentic Beauty Concept, Trevor Sorbie and more.

All articles by Sally Learmouth

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