Defined by The Merriam-Webster Dictionary as “a person or thing that affects someone or something in an important way,” influence is a superpower of sorts, a force that has actually always been in your hands. But whereas your power to influence people was historically limited to your local geographical area, today’s influencers have the power to change the way the world thinks about salons and the beauty industry in general. In short, influence has been supercharged by the combination of smartphone technology and the growing array of social and digital media platforms and tools available to us all.
Devices are changing how consumers find salons, engage with professionals and share their experiences with the world. Therefore, today’s savvy professional considers her state-of-the-art smartphone (and always-at-the-ready charger pack) as an essential professional tool—as important as a favorite pair of shears.
Getting the most out of this new digital age requires not only stepping into the world of social media, but also turning on—building a base of knowledge and experience, finding great role models and mentors and, perhaps most importantly, making the time to practice, learn and grow.
At American Salon, we’re fortunate to know some of the most important professionals in the industry, which today includes a growing list of artist influencer/educators, brand advocates and coaches. These pioneers, with the support of top brands, are leading the way into a new era of opportunity for our industry. It is with their input, and with you in mind, that we present our 3rd annual Social and Digital Media supplement. This best practice and role model primer comes to you thanks to the unwavering commitment of Redken, Pureology, Matrix, L’Oréal Professionnel, Baxter of California, Level Loyalty and Salon Centric. Once again, we are grateful to these leading brands for supporting the dreams and aspirations of tomorrow’s influencers—namely, you.
“We’re living in an era where word-of-mouth is on steroids.”
—Gary Vaynerchuk on the power of social media
Many thanks to our sponsors Redken, Pureology, Matrix, L’Oreal Professionnel, Baxter of California, Level Loyalty and Salon Centric for making this Digital Supplement possible.