2 March 2024

Hit “refresh”…with Salon Emotion

Everything George Gonzalez was looking for to hit “refresh” after the pandemic he found in Salon Emotion. This approach focuses non-stop on teamwork, core values, & customer service to guarantee salon success.

Three months of lockdown during the Covid pandemic prompted George Gonzalez – owner, director, and stylist of George the Salon in Chicago – to hit “refresh” and shift into survival mode. “I realized that if we were to survive, I needed to start following through with making decisions for today and not pushing things off until tomorrow,” he remembers. And once they did get back to work, getting through the day with Covid restrictions and safety measures in and around the community, making sound decisions seemed even more crucial.
George already had the advantage of partnering with L’Oreal Professionnel and Kerastase. So when his sales reps began pitching Salon Emotion, everything seemed to fall into place.

After my sales reps told me about Salon Emotion, I knew I had to sign myself and my team up immediately,” George Gonzalez


Gonzalez didn’t intend to merely hit “refresh”. He had some pretty steep ambitions as a hands-on salon manager and stylist. “From inception, I’ve had a goal of creating one the strongest brands of hair salon and product lines in the country. I wanted to make it all about the clients,” he explained.
But he would never be able to do it all alone, so there was a secondary goal to work toward. “It takes tenacity to build a team of individuals that also put clients first. It’s a never-ending journey of building, developing and maintaining relationships with my team,” says George.

After all, managing the business end is already a full-time job, but George was already determined to continue giving his clientele creative, functional and trendy cuts. So Salon Emotion seemed to be the perfect solution to help both him and his team to meet their creative goals while growing their business.


Instead of focusing solely on business, Salon Emotion is more people-oriented, placing more stakes first on the salon team and on the clients. During Covid, George found himself concentrating on retaking the reins of his business. Instead, he remembers, “I realized I needed to be there for my team. Together, we realized we needed to be there for our clients.L’Oreal’s exclusive 7-step program provides the tools and training for the ultimate client journey. From
the first touchpoint with your digital and physical window, to reception, consultation, treatment lounge, service, retail, and checkout. Salon owners learn to drive client loyalty, service and even retail revenue, which is increasingly important to boosting a business’s bottom line. Each step of the journey has been designed to exceed expectations – and that
translates into repeat visits and referrals. Which of these spoke to George the most? “Every single part of Salon Emotion was of value. Matching what Salon Emotion teaches with my own beliefs consolidated my resolve to get through tough times and flourish,” George shares.

One of the most impressive aspects of the Salon Emotion plan is that clients perceive a difference almost immediately and feedback is always positive. George observes, “We offer hear how friendly and attentive our staff is. I feel it’s a direct link to my whole team knowing about learning what’s important and how to implement it for real consistency.” Given such a high level of consistency in the organization of the salon and the team, and even communications, the message conveyed is also further spread by the clientele themselves.
I am proud to say we have successfully managed to build our client base through word of mouth and have built our brand as a go place in Chicago for impeccable customer service and care,George concludes.


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