Publisher's Letter: Power and Promise

#Transformative #gamechanger #empowering #bestthingever #whatsnext?

Those are just a handful of the hashtags that come to mind when we think of the power and promise of social and digital media for salon and spa professionals to enhance their careers, businesses and lives. 

 We are pleased to bring to you American Salon’s second annual Social and Digital media-focused supplement. In the pages ahead we share the best practices, role models and ideas proven to make a difference in the salon and spa business space. 

 Who would have thought that when digital and mobile-based social media platforms like Facebook and Instagram launched, they would end up being the marketing darlings of salon professionals? Yet they have become just that. 

Read on to find out how salon owners are increasing their new client bookings by more than 40 percent using Instagram; how veteran stylists have joined the conversation to connect with a newer generation; what types of content work best; and how stylists can benefit from this ever-evolving digital space by tapping into the power of their phones.

 Mobile devices have evolved from the ‘old school’ cell phone to one of the most powerful computers ever designed. And it’s oh-so perfect for life behind the chair, on-the-go and for all things in-between. The most exciting news? Our industry is fully engaged in creating and sharing content, connecting across platforms, and developing new tools to supercharge where you want to go next.

Many thanks to our sponsors-—Redken, Pureology, Matrix, L’Oréal Professionnel, Mizani, Decélor, SalonCentric, Essie and Baxter—for believing in this important project, and for supporting the dreams and aspirations of industry professionals in search of the big ideas and contemporary tools that have set the online world on fire.  

To all who embrace these amazing feats of ingenuity and hard work, this one’s for you.

Gordon Miller
American Salon Publisher/ VP, Integrated Media

Many thanks to program sponsors Matrix, Redken, Pureology, L’Oreal Professionnel, Baxter, Decleor, Essie, Mizani and SalonCentric for making this Digital Supplement possible.