Bright Idea

EVA SCRIVO, the owner of two eponymous Manhattan salons, rewarded her top 200 clients by offering them the chance to become one of 100 VIP members, with a choice of Golden Curl or Platinum Curl programs. Clients who join pre-pay for the annual membership, simply a pre-payment for the services and products they already enjoy at the salon, and are entitled to a number of benefits, such as complimentary blow-outs and makeup application, priority booking, express checkout and e-mail appointment scheduling. Members can transfer their account balance to family and friends, and can also use the balance to purchase gift cards. "People love it," Scrivo says, "especially the blow-outs. We found that's what New York City women want most."

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