Don't Just Stock It. Sell It: Navigating Product Launch Season Like A Pro
Launch Season is underway! This yearly occurrence breathes life into the industry during the off-season. The excitement of new products with new ingredients and innovative technologies is just what salons need during these months. Not using this momentum to your advantage is a mistake far too many industry professionals make. We've got six steps to make this the best Launch Season yet. Let's jump in!
- Plan Ahead Before Products Arrive
Taylor Swift quoted the old saying, "Failure to plan is planning to fail." So, let's start with what you already have on your shelves. What's doing well? What isn't doing so well? What gaps in your product offerings need to be filled?
Once we know where we're starting, we can plan where we're going. If you are replacing a natural bronzer, then keep an eye out for a new natural bronzer, and so on. Your Heartland rep can help you pick out the best products to fit your needs this Launch Season. Once you decide what you want to bring in, create a launch calendar outlining when the product will be available, when you'll announce the items, and when you'll train your staff on the new products.
- Educate Your Team First
Lotion manufacturers take a lot of pride in their research and development, and not enough salon consultants take the time to discuss skincare ingredients and tanning technologies with their customers. With new lotions coming your way, you'll want to talk about them because they can often sell themselves.
Once you decide which lotions you're bringing in, hold a staff training session on the new products. Go over key features as well as the release timeline in your salon. Maybe even get some packets early for your staff to try so they know exactly what they're selling.
This time of year, there are so many resources available to help educate staff on new products. You can find fact sheets on our website or app under each product listing, and you'll want to keep an eye out for training videos, webinars, podcasts, and more from the manufacturers. And once again, your Heartland Rep is your personal guide through Launch Season. They're here to help with product explanations and can even help create talking points for your staff.
- Build Anticipation Before the Launch
If you wait to promote your new products until they're in-house, you're already behind. Building momentum can be as easy as making room on the shelves and getting customers to ask, "What's happening there?" You can also post on social media, share sneak peeks, highlight product benefits, and create countdowns. Have your staff tease the new lotion they've been trying with comments like, "It's my new favorite. You'll have to come in and try it." People love having something to be excited about, so give them exactly that. Plus, FOMO, or Fear of Missing Out, can have customers lining up on release day.
- Create Eye-Catching In-Salon Displays
Changing up your displays might seem like a chore, but it truly is a game changer. I don't know about you, but every time the grocery store changes things up, I always end up with extra goodies in my cart. That's because your trained eye notices new things that pique your interest.
The same can be said for your shelves, so make new products impossible to miss. Use signage featuring benefits and key ingredients, add an extra riser, incorporate some display lighting, and rotate emphasis among your new products so everything looks fresh each time customers come in.
- Maximize Launch Week Sales
When launch week arrives, after teeing the product up for success, you can go a step further and add some urgency to the mix. For one week only, create a bundle that will keep customers coming back. Now that your customers are excited about all these new products, bundle them with your membership packages and create even more value.
Once you've created the bundle, run staff incentives to encourage more active participation from your team.
- Track Performance and Adjust
Once the product is on the shelf, we play the long game. Monitor sales throughout the launch period. Did you hit your goals? Does the product fit your clients' needs? If not, then make it a limited-time product, and it's time to move on to the next one.
If the product is doing well, make sure to keep it in stock. Nothing kills momentum like running out of something that's selling. Be sure to keep notes on what you did for each product, the product type, and the outcomes. That way, you can reference those notes next year and ensure your product launches become more successful year after year.
Product Launch Season is one of the biggest opportunities for revenue growth during the off-season. The buzz from manufacturers, distributors, salons, and customers is at an all-time high. Success comes from preparation, team education, marketing, and consistent follow-up. Salon owners who treat launches as events rather than just another inventory arrival will see stronger engagement, better customer excitement, and increased sales.