THE SCIENCE OF SUCCESS

Samantha Cusick’s business model is a blend of community, social media prowess and hair talent, all with a little help from OLAPLEX, the #1 Professional Bond Building Brand1

What’s your success story?

SC: I started my first salon, Samantha Cusick London, in Notting Hill when I was just 28. It's been a whirlwind since then, blending my love for colour and styling with my passion for business.

My salons are more than just a place for clients to get the hair they love, they create a sense of community which is why I believe they have become a hotspot for press, influencers and celebrities. Since day one, I utilised the power of social media to showcase what we do, this gave me a platform to share my passion and created incredible opportunities to work with brands I believe in and feel honoured to represent – like OLAPLEX.

Beyond the salon, I'm passionate about lifting up the next generation of hair artists, creating a space where confidence and creativity thrive. Expanding a second salon location into Fitzrovia in 2021 and launching a co-working space in East London last year, is a dream come true.

How has OLAPLEX enabled that success story?

SC: OLAPLEX has become a cornerstone of my salon's offerings: over 90% of our colour clients incorporate OLAPLEX No1 and No2 into the service, enabling us to push the boundaries of hair colour without compromising hair health.

The brand's patented formulas helped me build trust with my clients, proving that you can achieve colour transformations while maintaining and even improving the integrity of hair. Plus, OLAPLEX’s range of homecare products allow my clients to maintain their hair at home between visits. The ability to offer a customised routine has been crucial. It empowers them to keep their hair looking salon-fresh for longer.

Healthy hair is my priority and OLAPLEX allows me to deliver that.

HOW CAN OLAPLEX BOOST A SALON'S PROFITABILITY?

▶ Having solutions for your client’s hair concerns is an instant way to build trust. OLAPLEX is a brand clients know, their reputation for improving hair quality coupled with your expertise is a match made in heaven.

▶ As a salon owner it's so important that you maximise every client bill, especially if you are fully booked, add-ons and retail are the best way to increase takings. For example, we charge £40 to add OLAPLEX into colour, if your salon does 10 colours a day that’s an additional £400 a day, over the year that will add £20,800 to your revenue.

▶ It’s not just about colour, OLAPLEX styling products allow your clients to achieve and maintain salon-worthy styles at home. Selling OLAPLEX's homecare products creates an additional revenue stream, while ensuring customer satisfaction and loyalty. Why not build problem solving bundles or trend-focused offerings, for example clients wanting glossy hair could be recommended OLAPLEX No.4, No.5 and No.7?

▶ Introduce OLAPLEX treatments as standalone services to encourage clients to come to the salon more often. For example, we launched an OLAPLEX blow-dry service that provides clients with the ultimate reset. It incorporates the chelating deep cleansing treatment, with a professional standalone treatment, followed by a customised styling routine that revives client’s hair between colour services.