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Everyday Luxury




A new in-salon service from Matrix—Biolage Cera-Repair Pro4—has made a splash with celebrities, clients and stylists alike. Applied after shampooing, the intensive treatment strengthens and repairs hair, leaving it revitalized and healthy in just five minutes.



Launched in conjunction with the 15th anniversary of the Biolage line, Cera-Repair Pro4 is available in three customized formulas—Hydrathèrapie to moisturize dry, damaged hair, Colorcarethèrapie to eliminate dulling residue and enhance shine, and Fortethèrapie to strengthen weak, overworked hair.

 Salons that incorporate massage therapy with the Cera-Repair Pro4 treatment report an increase in profit.
Salons that incorporate massage therapy with the Cera-Repair Pro4 treatment report an increase in profit.

The easy-to-learn, easy-to-sell service relies solidly on the stylist's professional recommendation and adds up to increased profits. At Lulu's The Salon in Galveston, TX, owner Lulu Benavidez says she and her staff average 20 treatments a day. She charges $30 for the initial service, which includes a complimentary Cera-Repair at-home maintenance kit, and $20 thereafter. "We're not just sticking something on the head," says Benavidez. "We create a wonderful experience incorporating massage. Of course, the client wants results, and they can see right away that the hair is shiny and more manageable."

Apply Cera-Repair Pro4 treatment to shampooed, towel-dried hair, section by section, and massage the scalp using energizing or soothing techniques.
Apply Cera-Repair Pro4 treatment to shampooed, towel-dried hair, section by section, and massage the scalp using energizing or soothing techniques.

Adrian Morris, owner of Adrian Morris Salon, Cohasset, MA, reports that his salon typically gives 35 Cera-Repair Pro4 treatments a day following haircolor services. To extend the benefits between salon visits, he recommends The Cera-Repair at-home maintenance treatment. Clients receive five tubes of Cera-Repair and use one tube in place of regular conditioner once a week. Sales for the maintenance treatments have soared. "It's become my salon's number one at-home conditioner," says Morris. "It's a great product to sell to younger clients because they tend to have such damaged hair."



To help salon owners understand the earning potential of this new treatment, Matrix has created the Biolage Cera-Repair Profit Calculator, available at www.matrix.com. Simply punch in how many clients you have, what you charge for haircuts and an estimate of how many Cera-Repair treatments you'll likely sell and you can see how much revenue and profit can be generated in a year. You can also calculate weekly and yearly revenue for sales of the at-home maintenance treatments.



In addition to giving stylists solutions to their clients' hair needs, these in-salon treatments tap into a current lifestyle trend: affordable luxury. "People like their daily indulgence, whether it's a $5 cup of coffee or a massage at the airport," says Francesca Raminella, Matrix's vice president and general manager. "As an industry, we will miss the boat if we don't realize that everyday luxury can be experienced at any salon in the country, and we want to provide the tools so stylists can be successful." To learn more, visit www.matrix.com.

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About the Author

Robbin McClain

Robbin McClain