Currie Hair, Skin and Nails found that Salon Emotion is the business model for guests who are expecting safety, comfort, added value and appreciation for their loyalty.
An class on a new program from L’Oréal Professionnel called “Salon Emotion” inspired Randy Currie to explore the concept further. Then in 2019, an opportunity arose to open a salon and spa in the iconic DuPont Building in Wilmington, Delaware. This was the same building that houses the world famous Hotel DU PONT. Currie didn’t hesitate in deciding to create the ultimate “Guest Journey“.
Getting down to the nitty-gritty
Currie began working closely with Antonio Martinez Rumbo and all the staff of L’Oreal PP USA. He also recruited architect Guido Matta, who had worked on previous Salon Emotion projects in Milan and Barcelona.
Demolition had just started when the world started to shut down in March 2020 for the Covid-19 pandemic. Needless to say, Currie was concerned about his team of over 120 people, four current salons/spas, and each of their guests. In the meantime, the contruction company responsible for every detail of the project was working feverishly to stick to the timeline. A further hindrance was the fact that the salon equipment and lighting were coming from Italy.
Despite these obstacles, Currie Hair, Skin and Nails in the DuPont Building opened on January 20th, 2021. The salon set a high standard in health care policies to keep guests and the team safe. Some of the innovations included plexiglass dividers and Totem UV devices that eliminate bacteria, viruses, fungi, spores, mold and mites.
Currie sums up the approach saying, “Salon Emotion is all about creating a meaningful interaction with the guest from start to finish.” He then explains, “Salon Emotion creates those ‘pathways’ for guests to feel appreciated, safe, valued and special. Their experience at a Salon Emotions salon/spa is unlike any they’ve had before. It goes beyond providing amazing beauty services to providing a complete self-care and wellness journey.”
Connection is Key!
Beyond this personal connection, Currie Hair, Skin and Nails loves to incorporate new technology whenever possible to keep clients informed. “We want our guests to always have the best in customer services, services and products. This is why we utilize all forms of social media and digital marketing. All locations have televisions showing custom content. Our guests can engage and view these while in our locations. Guests are intrigued and delighted by the content L’Oréal provides.Moreover, we can create our own custom advertising specifically designed to highlight our services and team. These additives create a more interactive experience for the guest and elevate the time they spend in the salon.”
What about ROI?
It’s all in the feedback, and not only from guests! Currie boasts, “’Delaware Today‘, our state’s premier magazine and website gave us a glowing review as ‘Editor’s Choice for Best Spa Experience’ for 2021“! This is an excerpt of what they wrote.
“Begin with a cup of herbal tea alongside the living wall, then relax into one of several spa treatments, including a deep-tissue massage, hydrating facial and infrared sauna—said to soothe everything from stress to tired skin. Even a color and cut gets a boost when you add on an aromatherapy steam – 15 minutes of pure bliss as essential oils repair your scalp and your mood.”
“With intentional technology and elevated design, Salon Emotion changes the way we, and the guest, view the beauty industry. It provides the guest with an unparalleled experience. It also inspires the team to elevate their skills, enhancing the brand’s reputation and influence,” sums up Randy Currie.