Author: Let's Connect

With over 20 years of experience in the beauty and salon industry, Valerie Reynaert has worked closely with salon owners across multiple markets, helping them strengthen performance, navigate operational challenges, and build sustainable businesses.

Following recent conversations with salon operators across the region, Valerie and her team can share with confidence that one thing is clear: while the challenges may differ, the pressure on business owners right now is universal.

“There is no single solution. But there are clear principles that can help salons navigate uncertainty, protect their teams, and emerge stronger,” Valerie shares.

Start with reality: Cash flow first

In uncertain times, decision-making must be grounded in facts, not assumptions. Cash flow is your single most important guide.

Focus on what you know today and what you can realistically project. Avoid decisions based on hope or short-term thinking.

“Protecting the sustainability of your business is not just about survival, it’s about safeguarding your team, your clients, and your future,” says Valerie.

Communicate clearly and honestly

Transparency with your team is especially critical in times like these, says Valerie.

“Your employees are more likely to support difficult decisions when they understand the context. Sit down with them, explain the financial reality, and involve them in finding solutions,” she advises.

Where adjustments are needed prioritise annual leave where possible, consider unpaid leave if necessary, and ensure any salary adjustments are mutually agreed and formally documented.

Clarity builds trust. And trust is what will hold your team together during challenging periods.

Manage leave and operational risk carefully

Employee leave and travel require careful planning. While flexibility is important, unplanned absences can create operational strain and, in some cases, legal complications.

Set clear expectations, plan ahead, and strike a balance between supporting your team and protecting your business continuity.

Control costs, immediately and strategically

Now is the time for disciplined cost control.

Delay non-essential upgrades or renovations. Reduce stock levels and shift to smaller, more frequent orders where possible. Review all expenses and pause anything that does not directly contribute to revenue or client experience.

Small operational adjustments can have a meaningful impact on your margins, without compromising service quality.

Protect your standards

In times of uncertainty, consistency becomes your competitive advantage.

“Your clients still expect a high level of service, and your salon should remain a space that feels calm, professional, and reliable. This is also where leadership matters most, your team will take their cues from you,” she explains.

Stay steady. Stay visible. Lead with confidence.

Focus on smart revenue, not discounts

Discounting may feel like a quick win, but it can damage your brand and margins in the long term.

Instead, focus on increasing average spend through thoughtful upselling, encouraging referrals and enhancing the overall client experience. Clients who value your service are far more likely to return, and to spend more.

Strengthen your presence

Your visibility matters more than ever at the moment.

Clients are spending more time online, and your content reassures them that your business is active, stable, and ready to welcome them.

Avoid “cheap” offers and instead focus on content that reflects your brand, your standards, and your client experience.

Consistency builds confidence.

Addressing the questions salon owners are asking

Beyond strategy, many salon owners are facing practical, day-to-day questions. Here are some of the most common, and Valerie’s advice on how to approach them.

How can I reduce costs quickly in my salon?

Start by tightening what you already have. Review stock, reduce waste, and cut back on slow-moving products or services that aren’t profitable. Optimise team schedules and utilities. Small operational changes can improve margins quickly without affecting the client experience.

How do I reduce no-shows without frustrating clients?

Make it easy for clients to commit, not feel chased. Use friendly reminders 24–48 hours in advance, implement a clear (but fair) cancellation policy, and consider deposits for high-value services. Most importantly, build strong relationships, clients who value the experience are less likely to cancel.

How can I keep my team motivated?

Create a culture your team wants to be part of. Recognise performance, communicate clearly, and involve them in the bigger vision. When people feel valued and supported, high service standards follow naturally.

Compliance, risk and responsibility

What about salary reductions and the Wage Protection System (WPS)?

Any salary reduction must be formally registered with the Ministry of Human Resources & Emiratisation (MoHRE) or the relevant free zone authority.

Employees must sign a contract amendment, which is then submitted for approval. Only once approved will WPS be updated accordingly.

What is my liability if something goes wrong?

You may still be liable if a client or employee is injured at your business.

Insurance coverage varies, and many policies include exclusions, such as “Act of War”, which may leave certain incidents uncovered. It is essential to review your policy carefully and understand exactly where your responsibility lies.

Final thought: Lead with clarity and consistency

There is no “one-size-fits-all” solution.

But the businesses that will navigate uncertainty successfully are those that stay realistic, protect their cash flow, communicate openly, and lead with consistency.

With two decades of industry experience behind her, Valerie’s advice remains grounded in one core principle: strong, steady leadership, especially in uncertain times, will always set the businesses that thrive apart from those that struggle.

When entrepreneurs come to VR Beauty Consulting for advice, they usually arrive with a dream and a strong vision.

They want to open a salon that does everything – hair, nails, beauty treatments, massage, perhaps even spa services. They imagine a busy space where clients flow through the doors, enjoying multiple services and the business becomes a thriving community hub.

VR Beauty Consulting founder Valerie Reynaert explains that while the dream matters, her role is to test those ideas against the realities of the market.

“A vision is only powerful if it can be built on solid foundations. And sometimes, once we look at the numbers and the realities of the industry, we have to have difficult conversations about aligning expectations with realities,” she says.

The salon industry experiences significant churn, with approximately 20–25% of salons closing each year. The reasons for this vary, but they often include insufficient planning, underestimated costs, operational challenges, and a misalignment with the realities of the market.

In addition, the beauty industry has changed. Customer behaviour has changed. Operational costs have changed. A model that worked in one country or in the previous years may not translate to the GCC market or to today’s economic realities.

“The traditional full-service salon isn’t always a guarantee for success anymore. I don’t dismiss ideas though; I refine them and help founders structure their focus. Instead of trying to do everything, I look for what can be done brilliantly,” Valerie explains.

“We want to end with a concept that aligns with demand. A financial model that makes sense and a strategy that allows the business to grow sustainably. This is the essence of a VR Beauty Consulting Feasibility Study.”

Why is it important, especially in the GCC?

Salon businesses in Dubai and the GCC operate under different conditions compared to Europe or the United States. In many Western markets, a hairdresser might start with one or two chairs. A small, incremental model.

Here, that approach rarely works. Rent, operational scale, customer expectations and industry standards mean the economics are different. Spaces are larger and fitout is more extensive. Investment requirements are therefore higher. Service models must reflect regional demand and standards.

“Our feasibility studies recalibrate expectations. They examine the specific conditions of the market they will be operating in and build strategies that reflect local realities.”

Who will benefit from a feasibility study?

One of the most interesting patterns VR Beauty Consulting sees is who actually requests these studies.

“Probably less than 5% of the feasibility studies we do are for industry professionals. Most requests come from new entrants. People with entrepreneurial ambition but limited operational experience in salons,” Valerie shares.

This tells us two things.

First, industry professionals often believe they already understand the business well enough to proceed without external validation.

Second, newcomers recognise the value of structured guidance because they are navigating unfamiliar territory.

Both groups can benefit from a Feasibility Study, however. Industry experience is incredibly valuable, but it can also create blind spots. And external analysis helps reveal risks and opportunities that might otherwise be missed.

VR Beauty Consulting’s financial models are not theoretical. They are built on data and real operational experience and draw from decades of real life experience and industry benchmarking.

“The plan is grounded in data and what we have done in recent projects, so they are very well informed. Pricing assumptions are based on market realities, while growth projections reflect established industry benchmarks,” Valerie explains.

Benefit 1: A realistic financial roadmap

A core part of the feasibility study is financial modelling, where VR Beauty Consulting builds multi-year projections which provide guidance for years to come.

The goal is not to promise perfection, but rather to provide a roadmap and to show the business what they can achieve if everything is implemented correctly.

This includes a three-year financial forecast considering the following:

• Revenue assumptions
• Operating expenses
• Profit and loss projections
• Cash flow analysis
• Break-even timing

One of the most critical concepts in the study is the ‘burn period’. The early months when the new business is operating at a loss because revenue is still growing, clients are being acquired and operational systems are being refined.

This is normal but it must be planned for. Without sufficient financial runway, businesses can fail before they reach stability.

Benefit 2: Avoiding hidden costs

Many founders underestimate certain expenses when planning a salon startup. Marketing and digital presence, website development and content, photography and branding, are often overlooked in early budgets.

As Valerie explains, “Marketing is often forgotten, but it costs money to do it properly. A salon needs visibility in order to attract clients, and customers must first know that the business exists and clearly understand its value.”

For this reason, all expected costs are integrated into the financial model rather than treated as unexpected add-ons. When they are planned for from the beginning, the business is far better positioned for a successful launch and sustainable growth.

Benefit 3: Operational design guidance

Feasibility studies extend beyond numbers. They also consider operational design. How the space functions. How staff move through workflows. How customers experience the environment.

“I often walk into a space and immediately see potential improvements,” Valerie says. Small design changes can produce meaningful results. This is part of the value a feasibility study provides.

Benefit 4: Clarification of your target market

One of the most common mistakes VR Beauty Consulting observes is the desire to serve everyone.

However, broad positioning creates problems. It dilutes marketing. It complicates operations. It makes pricing inconsistent.

Instead, the feasibility study helps clients define the following:

• A clear target audience
• Geographic positioning
• Competitor dynamics
• Service and pricing strategy

“When a business understands exactly who it serves, it can design services that resonate and operations that deliver value. It also guides location decisions and marketing strategies. A salon positioned for luxury clients in one area will operate differently from a mid-market salon in another. Clarity matters,” Valerie states.

Benefit 5: Partner selection

Salon startups rely on multiple external relationships, including contractors, suppliers, and legal and regulatory advisors. While these partnerships are essential to getting a business off the ground, they can also introduce significant risk if not carefully managed.

“Expensive legal processes may delay openings, contractors can overrun timelines or budgets, and third parties may not always deliver the outcomes that were expected,” Valerie says.

A feasibility study evaluates these dependencies and allows founders to make informed decisions about who they work with and how projects are structured.

Problems that occur without a feasibility study

With 20 years of industry experience, Valerie shares that two areas are especially problematic for new businesses that are launched without a feasibility study being done: fit-out costs and staffing.

Fit-out overspend

Salon interiors are important. They create brand identity and customer experience. But budgets are frequently exceeded. Founders start with one number, then upgrade materials, redesign layouts or expand scope throughout the process and this results in raised costs. A project estimated at 1 million dirhams can very quickly become 1.5 million without discipline.

“That overspend creates financial pressure before the business even opens. Depreciation and cash flow implications follow.”

Staffing challenges

Overstaffing is another common issue.

Founders design large spaces and assume every chair or treatment room must be filled from day one and so they hire aggressively. But client demand may not support that structure. Ultimately, employee costs become unsustainable.

“Employee expenses are often the largest controllable cost. Managing them wisely improves long-term viability.”

In conclusion

A VR Beauty Consulting feasibility study is an investment in understanding. It tests key concepts before the capital is committed. It builds financial and operational clarity. It reduces risk. It increases the probability of sustainable success and it ensures the dream succeeds.

“This is not about eliminating ambition. It is about aligning ambition with reality. Founders who plan thoughtfully create stronger businesses. Strong businesses serve clients, generate employment, and contribute to the economy. That is the ultimate objective,” states Valerie.

From the outside, many salons present the image of success: beautiful interiors, busy teams, happy clients, and a strong brand presence.

However, in the years that VR Beauty Consulting has been working with salons throughout the region, they often find that the reality these salon owners face each day is quite the opposite. Many are dealing with profitability that is inconsistent and staff performance that is variable, and they are stuck in reactive mode, having to put out fires daily. Many wonder where they are going wrong.

Valerie Reynaert, founder of VR Beauty Consulting, says this scenario is more common than most people realise.

“When sales are strong, the appointment book is full, and clients are loyal, yet the business is still not profitable, I tell my clients that a business audit is essential if they want to achieve real success. You need to know your numbers. If you do not, you cannot reach your full potential.”

“A Business Audit is not about opinions or guesswork; it is about facts. It’s about truly understanding your salon, and gaining insights through the data that is available. “

Let’s dive into why salons struggle to convert revenue into profit and how a business audit exposes hidden opportunities to turn finances around and grow the business.

These insights are based on the detailed financial case studies Valerie has compiled through her business audit work in countless salons across the GCC region. By examining and analysing profit and loss statements, staff performance data, and operational systems, she has identified consistent patterns that explain why some salons scale profitably while others remain stuck.

Seeing the business clearly

Valerie shares that one of the first things a VR Beauty Consulting Business Audit reveals is the gap between turnover and profit.

“You would be surprised how often strong revenue still results in weak profit or in some cases, monthly losses. We see salons generating AED 400,000 to 700,000 a month and still having no profit to show for it at the end. It is not about bringing in more clients; it is about understanding and managing the numbers you already have.”

Patterns often go unnoticed: high staff costs, inconsistent service delivery and staff producing wildly different results despite similar hours.

“In some audits, I have seen employees generating revenue far below what their salary costs the business,” Valerie says.

“In one audit, there was a team member whose salary percentage was 105% versus her sales. She was not even covering her own cost, and the owner had no idea. Without insights like this, the business can never make strategic decisions.”

Valerie shares that many owners also don’t have access to individual performance metrics.

“They do not know how much each staff member is generating, what their occupancy rate is, what their real retention rate is or whether they are actually profitable. This lack of visibility is one of the biggest blockers to growth for a salon.”

“In all the audits I have run over the years, I have seldom seen a salon owner fully aware of individual staff performance. That is exactly why a business audit is so valuable; it gives you a granular view, right down to revenue as a percentage of salary. Once you have this starting point, you can unlock profit by making informed decisions.”

Operations, systems, and stock

Operational processes in salons often evolve organically. Over time, this can create inefficiencies that quietly erode profitability. Inventory management is a particular blind spot. Stock is over-ordered in some categories, under-controlled in others, and the true cost of services is not always tracked.

“Margins leak quietly, not because of one big mistake, but dozens of small ones. You need systems that make these leaks visible. A Business Audit is the only way to see exactly where money is being lost,” she says.

The human element

People are the lifeblood of a salon, but they can also be the largest cost. A Business Audit evaluates staff performance, roles, accountability, and HR systems.

“Even loyal, long-term staff can become a cost issue if their contribution is not aligned with their salary. This is not personal; it is structural,” Valerie notes.

For example, nail technicians often have lower average ticket values than hairstylists, but their salaries may still be high. If the revenue they generate does not cover the cost, the business loses money. For owners who value staff loyalty, this can be tricky, but without careful monitoring, it is not sustainable.

“These insights can be addressed with clear targets and KPIs, which empower the staff to reach their full potential and to be part of the story of a successful salon” Valerie shares. 

High salary percentages versus revenue is another common problem Valerie encounters.

“I have seen commissions at 45% to 50%, staff costing more than they bring in, and owners who think this is an industry norm. But it is not. Profit is the goal of a business, not just sales.”

Mystery shopping: The client’s truth

Even if a salon owner believes their brand is client-focused, mystery shopping often reveals inconsistencies. Greeting protocols vary, in-depth consultations are not provided, retail recommendations are skipped, and follow-up communication can be hit or miss. 

The Mystery Shopping element of a Business Audit provides an honest, external view of what clients actually experience, not what the business believes they are delivering, from a trusted source. These insights connect operational and people issues directly to client perception, loyalty, and spend.

How clients perceive your salon has a direct impact on client retention, another misunderstood area.

“Many booking systems show ‘returning clients’, but that is not the same as ‘client retention’. Returning clients can be anyone who comes back, no matter how long ago their last visit was. True client retention is measured over a set period, usually three months for services like nails, beauty and hair. When measured this way, retention rates are often far lower than owners expect, sometimes around 30 to 40%,” Valerie explains.

“If you only look at returning clients as a raw number, you get a false sense of security. When retention is measured properly, the data highlights exactly where service, follow-up, and client experience need improvement. It can be a real shock to salon owners to discover this.”

Unlocking profit: The biggest opportunity

Another recurring pattern Valerie has observed is that salons can generate high sales yet struggle to make a profit.

“You can either grow your top line (revenue) by increasing sales or improve your bottom line (profit) by managing costs. Salon owners tell me they want to grow their businesses and often focus on marketing or launching new services to achieve this. They often overlook proper cost management as a way to make the salon more profitable. Imagine finding a way to get more out of what you already have before you decide to incur costs to add more.”

High employee costs, mismanaged commissions, and inefficient processes are the common blockers.

“Owners often think high revenue equals success. But unless you know what each staff member contributes, how much it costs to run your services, and how many clients actually return, your business is not sustainable.”

Valerie points to real audit data that clearly illustrates how different strategic decisions impact profitability.

“In a salon that we did a Business Audit for, revenue was not the issue. The turning point came when the cost of goods was reduced from 31% to 12%. That kind of shift reflects tighter stock control, better purchasing, and stronger pricing discipline. At the same time, payroll was stabilised after peaking at 59% of revenue. Within a year, the salon moved from consistent losses to a 10% net profit margin. Nothing dramatic changed on the surface. What changed was operational control, but the result was that the salon owner had profit to show for the first time.”

In another case, revenue more than tripled over several years, and product margins improved significantly. However, payroll expenses remained above 50%.

“This salon grew fast, and the gross margins improved, but the labour structure did not evolve with the growth. They reduced their losses, but they did not reach profitability. Scaling revenue without redesigning payroll simply increases pressure. Growth must be structured so that your staff and product costs scale with your growth.”

The strongest example, Valerie explains, is a salon that scaled steadily while managing both margin and labour from the start.

“This business kept the cost of goods consistently under control, mostly under 10 per cent, and maintained payroll within a sustainable range. As revenue increased year after year, profitability expanded with it. By year six, they achieved a net profit margin of 23%. That is what happens when growth and structure move together.”

For Valerie, the lesson is clear.

“Profit is not accidental. It is structural. When margins are protected, payroll is aligned to productivity, and systems support performance, profit follows. If those elements are not managed, even very busy salons will continue to struggle from month to month.”

Turning insight into action

The Business Audit process only delivers real impact when it leads to change. As part of this service, VR Beauty Consulting delivers a clear, prioritised action plan: financial adjustments, performance benchmarks, stronger reporting, improved inventory and procurement, and consistent client experience standards.

“Once the Business Audit is done, the owner will finally have clarity. Decisions won’t be reactive but rather informed. Often, salons already have everything they need to be profitable. The issue is aligning costs, staff performance, and systems. That is where growth happens,” Valerie says.

The outcome

Valerie shares that salon owners who act on the insights of a Business Audit experience remarkable transformation. Profit margins improve, staff performance becomes measurable, client retention rises, and the business moves from survival mode into strategic growth.

“A business audit does not just fix problems; it restores confidence. You can literally see the weight lift off of the salon owners shoulders. Once you can see clearly, growth becomes a decision, not a hope.”

Why every salon needs a Business Audit

Choosing to have your business audited is not a sign that something is wrong. It is a sign that you are ready to understand your business properly.

“You cannot grow what you cannot see. A proper audit shows you where profit is leaking, where systems are failing, and where you can win. Once you have that insight, every decision, from pricing and staffing to client experience and even expansion, becomes strategic,” Valerie says.

“I highly recommend conducting these audits annually, and if a business is consistently on track with its financial plan, every two years is still worthwhile.”

Ramadan presents a unique opportunity for salons to slow down the noise and focus on meaningful, value-led engagement with their clients.

This time is centred on reflection, intention, and preparation, which means people become more intentional about where and how they spend their time and money. 

In this context, the salon experience becomes more important than price alone. Clients are not simply booking a service; they are seeking moments of care, calm, and quality in an otherwise busy and emotionally significant period.

VR Beauty Consulting has great advice to share on how to embrace the month with attentiveness and cultural awareness, while arranging Ramadan activations and campaigns that honour reflection, preparation, and community, while still supporting commercial goals.

Ramadan is not business as usual

“During key cultural periods such as Ramadan, sensitivity and relevance are essential. A considered salon experience respects the rhythm of Ramadan. Different working hours, altered energy levels, and evening social commitments mean clients value efficiency, comfort, and ease,” says VR Beauty Consulting founder and CEO Valerie Reynaert.

”Salons that anticipate these needs, through seamless booking, punctual appointments, and a calm, welcoming environment will build trust and deepen client loyalty.”

Going into Ramadan, salon activations should focus on preparation, self-care, and community as well embracing the spirit of the season.

Packages vs discounts

Package promotions and discounting remain powerful tools for salons, but only when used with intent. Rather than offering blanket discounts, VR Beauty Consulting believes in  a value-led approach. 

“Excessive price cutting can erode how your brand is perceived, reduce your profit margins, and train clients to wait for offers. Instead, create strategic promotions that support business goals such as attracting new clients, increasing average spend, or filling quieter appointment slots,” Valerie advises.

In addition, during Ramadan, aggressive discounting can feel misaligned with the tone of the season and can undermine a salon’s positioning. 

The most effective promotions focus on added value rather than reduced price. Bundled services, complimentary upgrades, or limited-time enhancements allow salons to create excitement without devaluing their expertise. 

“For example, pairing a core service with a treatment upgrade or take-home product increases perceived value and encourages clients to experience more of what the salon offers. These types of promotions feel generous and premium, rather than transactional,” she shares.

With well-planned promotions, clients will remember how a salon made them feel,  especially during culturally significant periods, and this memory will influence repeat visits and word-of-mouth recommendations.

New launches vs leaning into existing services

The success of a Ramadan campaign depends on clear, intentional messaging for existing clients as well as potential new clients. Communications aimed at loyal clients should emphasise exclusivity, gratitude, and early access, while messaging for new clients should focus on discovery, preparation, and the quality of the experience. This distinction helps salons avoid one-size-fits-all promotions and ensures each offer feels intentional.

“For existing, established clients, Ramadan is an ideal time to deepen loyalty through thoughtful value additions. Priority booking for pre-Eid appointments, complimentary service enhancements, or exclusive Ramadan-only packages create a sense of recognition and care,” Valerie says.

Invitation-only packages are another way to add value without discounting. These might include extended appointment times, curated service combinations, or a small take-home product aligned with self-care and preparation for Eid. The emphasis is on exclusivity and appreciation, reinforcing the client’s long-term relationship with the salon.

“When it comes to attracting new clients, Ramadan campaigns should focus on gentle entry points rather than deep discounts. Curated “Ramadan Ready” or “Eid Glow” packages allow new clients to experience the salon’s expertise in a considered, accessible way,” says Valerie. 

First-visit enhancements, rather than price cuts, introduce the brand while preserving perceived value and encouraging repeat visits beyond the festive period.

Activations, team preparation & back of house

Salon activations work best when they are experience-led. Instead of relying solely on offers, VRBC encourages salons to create moments that clients want to be part of. This could include mini makeover days, expert demonstrations, brand collaborations, or seasonal showcases. These activations drive engagement, generate content, and strengthen emotional connection with the brand,  all of which translate into higher loyalty and repeat bookings.

VRBC Strategic Marketing partner, Carol Holdsworth advises that activations must be amplified through thoughtful marketing. 

“Social media, email, and in-salon storytelling play a crucial role in maximising impact. Behind-the-scenes content, before-and-after visuals, and authentic client testimonials help extend the reach of any campaign beyond the salon floor. When activations are paired with consistent messaging and clear calls to action, they become powerful booking drivers rather than one-off events,” she says.

Back-of-house planning is equally important. Stock levels should be reviewed in advance to avoid last-minute shortages, while service menus may need refining to prioritise high-impact, time-efficient treatments. 

“When teams feel supported, informed, and well-paced, the client experience remains calm and consistent. This operational confidence is often what clients notice most, even if they never see the preparation behind it,” Valerie says.

Lastly, but equally important is a well-prepared team. Adjusting shift allocation to reflect different working hours, fasting colleagues, and evening demand helps maintain energy and service quality throughout the day. 

If everyone understands their role and appointments are paced realistically, salons can avoid pressure during peak periods, particularly in the late afternoon and evening.

Salon activation inspiration for Ramadan

“Ramadan Ready” service stations
Set up a dedicated station offering mini skin, hair, or nail treatments themed around Ramadan self-care.

Priority booking & pre-Eid preparation
Offer exclusive pre-Eid appointment slots for loyal clients, paired with small value-adds.

Community & group experiences
Encourage group bookings or family appointments framed around togetherness.

Photo & content moments
Create a calm, Ramadan-themed photo corner to extend reach organically.

Charity-linked activations
Align activations with giving back to reflect the spirit of Ramadan.

Micro-influencer or VIP visits
Invite local influencers or VIP clients for exclusive previews.

Hosting Clients for Iftar at the Salon

Salons can create a truly memorable Ramadan experience by hosting clients for iftar. By offering a small, elegant gathering either before or immediately after appointments, salons provide a space for relaxation, connection, and celebration. Light refreshments, dates, and traditional beverages allow clients to break their fast in comfort while enjoying the salon environment.

The Anticipation of Eid

“The final ten days of Ramadan are typically one of the busiest periods for salons serving Emirati and Arab expatriate clients. To accommodate increased demand, many salons extend their operating hours, with some remaining open well past midnight” shares Valerie.

During this peak period, staff members often work additional hours. These hours are usually compensated either through overtime pay or by providing alternative days off. 

“To support staff wellbeing and maintain sustainable operations, it is recommended that salon owners proactively schedule rest days for employees during the first weeks of Ramadan. This helps balance the extended hours worked later in the month and reduces the risk of fatigue and burnout,” Valerie advises.

These operational considerations primarily apply to salons whose core clientele consists of Muslim customers, for whom demand significantly increases during the final days of Ramadan.

Conclusion

Ramadan is ultimately a test of how well a salon understands its role in their clients’ lives. Those that lead with awareness, sensitivity, and genuine care will stand out long after the month ends. By designing experiences that respect time, energy, and emotion, salons don’t just participate in Ramadan. They demonstrate their values, build trust, and strengthen relationships that carry them through the year. 

In a market where loyalty is hard earned, this approach is both culturally respectful and commercially smart.

Growing a salon is about more than adding chairs or launching new services. Sustainable growth in 2026 will come from getting the fundamentals right and aligning finance, marketing, operations and procurement with clear business goals.

As VR Beauty Consulting consistently advises, growth is not accidental. It is planned, measured and supported by strong systems.

As we step into 2026, VR Beauty Consulting founder Valerie Reynaert invites salon owners to think bigger, plan smarter and lead with intention. By getting the fundamentals right, salons can move beyond day-to-day survival and build businesses that are profitable, resilient and ready for growth.

Here is where to start:

Finance

Most importantly, growth starts with a strong financial foundation. Valerie shares that over 95 % of salons audited lack solid financial management. Many operate without profit and loss statements or clarity on whether they are actually profitable.

“Finance is not just an accounting task. It is a core growth driver. Without financial discipline, even salons with great service and strong marketing can struggle.”

To get salon finances on track, Valerie advises setting a clear overall budget for the year, defining measurable targets and KPIs and tracking profit and performance consistently.

To assist business owners in this crucial area of business VR Beauty Consulting has launched a dedicated finance training programme designed specifically for the beauty industry.

This specialised training supports salon owners and managers with:

• Measuring salon performance correctly
• Setting up systems for ongoing financial management
• Making data-driven business decisions
• Comparing performance against relevant industry benchmarks

“Once owners truly understand their numbers, decisions become clearer, risk is reduced, and growth becomes intentional rather than reactive.”

With these foundations in place, salon owners are far better equipped to reduce risk and build sustainable growth in 2026 and beyond.

Marketing

Effective marketing is no longer optional. It directly drives discovery, bookings and long-term client loyalty. VRBC helps salons audit and optimise every client touchpoint to ensure marketing activity delivers real commercial impact.

“Marketing must be aligned to your business goals and properly measured. Visibility without strategy rarely leads to growth,” Valerie explains.

VRBC Strategic Marketing partner, Carol Holdsworth shares that marketing works when you invest time and effort into the process.

“Simply taking a few before and after snaps in the salon and posting to social media is not marketing that will drive customers to your salon. It has a role to play of course, but without more strategic thinking, salons end up repeating the same processes over and over, with no real results.”

Key marketing focus areas for 2026 include:

Digital presence optimisation

Salons should regularly review their social media, Google My Business and website to ensure they are easy to find, visually professional and compelling to potential clients. A strong, consistent digital presence supports both first-time visits and repeat bookings.

For the first time ever, clients are turning to Large Language Models (LLMs) to find products and services. So marketing to these platforms, such as ChatGPT for example, will increasingly become important for the digital presence of any business.

In-salon marketing

Strategic use of areas where clients spend time in your salon is money in your pocket. For example displays, retail spaces, promotions and client communication helps increase awareness of services and retail products. In-salon campaigns should reinforce digital messaging so clients receive a consistent experience at every touchpoint.

Content and campaigns

By using a structured key dates calendar for 2026, salons can plan seasonal promotions, service launches and events in advance. Clear content planning, strong messaging and well-timed campaigns help maintain visibility and relevance throughout the year.

Performance tracking

Marketing is only effective when it is measured. Salons should track engagement, bookings and return on investment to understand what is working and where adjustments are needed, ensuring marketing spend delivers real commercial value.

“Sales ultimately happen due to some action the salon has taken. They have successfully persuaded a client to spend money for a service in that salon, but the journey of getting to that point is made up of multiple touch points, and time. For marketing to succeed and to drive sales, you need to implement and test ideas, remain consistent and measure performance,” shares Carol.

VR Beauty Consulting has worked with a range of salon clients  so that marketing becomes a strategic engine for growth, driving awareness, bookings and profitability while strengthening brand reputation.

Operations

Strong operations are the backbone of any salon looking to grow, add services or increase capacity.

“Operational excellence is what allows growth to happen without chaos. Systems give owners control and teams confidence,” Valerie says.

By streamlining operations, salons will free up time and resources to focus on revenue-generating activities.

Valerie encourages salons to audit their processes across:

• Scheduling and staffing efficiency
• Service consistency and quality control
• Team performance tracking and accountability

Areas where excellence is essential for success include the following:

Staff knowledge

Training must happen where the work happens. Salons must focus on practical, in-salon training that improves the client journey, service consistency, selling skills and complaint handling.

“When teams are trained in real scenarios, performance improves faster and results show up directly in retail revenue and client satisfaction,” says Valerie.

For this reason, VRBC has developed training programs based on role play, which has proven to be incredibly effective in salons.

Workplace culture and team wellbeing

Strong results come from stable, supported teams. Salon owners should actively manage workload, expectations and communication to prevent burnout and disengagement.

“A healthy workplace culture is not a “nice to have”; it is essential for retention, consistency and long-term service quality,” Valerie advises.

Talent management

Recruitment should be intentional, not reactive. Salons need clear criteria for hiring, proper vetting processes and ongoing development to retain the right people.

“Growth becomes unsustainable when teams are stretched or constantly changing, so talent strategy must be treated as a core operational function,” says Valerie.

Optimised systems and processes

If systems are unclear, growth in clients leads to service failures and inefficiencies. It’s something Valerie has seen many times.

“Often, when doing a Business Audit, the client’s top priority is growth. They want to see growth in both revenue and their bottom line profit. Their natural instinct is to add more seats, get more clients and expand service offerings. I have found that often, they have not fully optimised their existing processes and are losing money due to these inefficiencies,” she shares.

“Ineffective or inconsistent scheduling, not consistently rebooking clients and several other small inefficiencies in systems and processes, cost them money. They can often grow both their top and bottom line revenues by improving these before spending money or investing time in those other strategies.”

Salons must regularly review how appointments, stock, schedules and daily workflows are managed. Simple, well-structured systems reduce errors, free up management time and allow teams to focus on clients rather than fixing problems.

Strategic oversight
Operations are not just about keeping the day running. Salon owners must step back regularly to ensure people, processes and resources are aligned with business goals.

“When operations are managed strategically, growth feels controlled rather than overwhelming,” Valerie explains.

Procurement

Procurement is no longer just a back-office function. When managed strategically, it protects profitability, supports expansion and strengthens operational resilience.

Valerie’s key steps to improve procurement processes, include

• Reviewing suppliers and pricing regularly
• Negotiating contracts to reduce overheads
• Optimising stock levels to prevent waste

Procurement done right will ensure salons secure the right products at the right time, avoid overstocking or shortages, reduce costs through smarter supplier relationships, and improve operational efficiency so teams can focus on service delivery

“Procurement must become a growth-enabling function rather than a cost risk, ensuring salons scale confidently without compromising quality,” Valerie says.

Growth in 2026: Being smart instead of doing more
Salon growth in 2026 is not about doing more. It is about making smarter decisions. Sustainable expansion comes from combining:

• Financial clarity
• Marketing optimisation
• Operational efficiency
• Strategic procurement

“Growth is more achievable and less traumatic for a business when every part of the business is aligned. When finance, marketing and operations support each other, expansion becomes sustainable rather than stressful” says Valerie.

If you are unsure where to start, VRBC offers the following services to get you on track.

• Business Audit: Reviewing of financial performance, staffing and operational efficiency, Marketing Analysis, Procurement & Inventory Review and a mystery shopping report
• Marketing Audit: Evaluation of social media, Google My Business, website performance and in-salon marketing
• Procurement and Inventory Review: Ensuring supply chains are cost-efficient, reliable and scalable
• Feasibility Study: A deep dive into financials, operations, marketing, and staffing to assess the viability of beauty salon projects, helping owners avoid costly mistakes.

These audits form the foundation of a tailored growth roadmap that protects margins while supporting expansion.

Ready to unlock your salon’s growth potential in 2026? VRBC can help you gain clarity, optimise performance and build a strategy that truly works. Contact us for a free initial consultation and take the first step to long term success.

For many salon owners, the start of a new year brings both optimism and uncertainty. Ambition is high, but so are the risks of repeating decisions that didn’t quite deliver in the past. The difference between progress and stagnation often comes down to clarity, support, and having the right partner beside you.

At the heart of VR Beauty Consulting is Valerie Reynaert, a trusted industry expert with more than 20 years of experience in salons across the GCC and now fully focused on working directly with salon owners and operators to launch, grow, and transform their salon businesses.

Rather than simply advising from the sidelines, Valerie partners closely with salon owners and investors. She takes time to understand their vision, challenges, and goals, then guides them through practical, actionable steps that she has tried and tested herself to deliver measurable outcomes.

“I love helping salon owners see what’s truly possible for their business. It’s about creating clarity, confidence, and real impact, the kind that makes a difference every single day,” she says.

From launching new salons to repositioning established businesses or leading full turnarounds, Valerie remains closely involved throughout the process. Her work goes beyond advice, as she collaborates side by side with clients to navigate the complexities of the salon industry with confidence.

“Continuous collaboration and hands-on support are essential. They allow clients to make informed decisions, implement meaningful change, and achieve results they can actually see.”

For salon owners looking to improve performance in 2026, Valerie believes meaningful change starts with honest reflection. That means recognising what hasn’t worked before, reviewing established routines, and being willing to do things differently. By identifying the habits and strategies that hold a business back, salon owners can make deliberate, targeted shifts that move them forward.

“It’s not about quick fixes. It’s about understanding what needs to change, taking practical steps, and creating new behaviours that actually drive progress. This balance of reflection and action is what turns good intentions into real results,” she says.

Feasibility Studies: Clarity Before Action

A feasibility study is often the first step in Valerie’s collaborative process, providing clarity and confidence to entrepreneurs considering a salon business or existing owners considering a new concept or location.

“Clients gain insight into whether their concept meets a real market need, how the salon will stand out, who their ideal customers are, and how competitive or saturated the market is,” Valerie explains. “It also highlights which marketing strategies will be effective and where investment should be focused.”

In essence, a feasibility study is a detailed pre-opening evaluation that helps salon founders understand market demand and competitive context, brand positioning and target clients, financial outlook and sales strategies, and overall business viability before significant resources are committed.

“A well-executed feasibility study typically includes a three-year financial plan and is one of the strongest contributors to early profitability, while helping owners avoid risky investment decisions when opening a new salon,” Valerie adds.

Business Audits: Understanding What Works (and what doesn’t)

The Business Audit is designed to identify what is holding a salon back and provide a structured roadmap to improve performance and unlock growth.

This service is often used when a salon is underperforming, experiencing stagnation, or feeling pressure from increasingly competitive markets. It is also a core tool Valerie uses when guiding businesses through turnarounds.

“It’s a strategic consulting process that diagnoses business health and maps out recovery and growth,” she says. “The audit also feeds into operational improvements such as procurement and inventory management, helping to reduce costs and improve profitability.”

Brand Refresh: Repositioning for Growth

When a salon needs to modernise or reposition, VR Beauty Consulting leads the brand refresh process in close collaboration with the client. From visual identity and messaging to the overall client experience, Valerie and her team of experts ensures every element aligns with strategic goals and resonates with the intended audience.

One VR Beauty Consulting client shared that within months of completing a repositioning and rebrand in 2025, 40% of revenue came from new clients, alongside a significant increase in social engagement and reach.

Turnaround Strategies: Bringing Business Back to Life

For salons facing operational challenges or prolonged stagnation, Valerie’s collaborative approach can be transformative. She works closely with owners to identify root causes, develop clear and actionable plans, and guide teams through implementation.

Whether the focus is operational efficiency, service mix, marketing strategy, or team development, Valerie ensures changes are sustainable and designed to deliver long-term results.

Relationship-Driven Partnership: The Core of Valerie’s Work

Across every service, a consistent thread runs through Valerie’s work: partnership. She builds long-term relationships with clients, offering guidance, accountability, and practical support that turns insight into action.

Her work supporting the launch of a new salon called Atelier 10 in 2025 is a clear example of this approach. From the earliest stages, Valerie was involved in organising the setup, coordinating workflows, and supporting the team. Her positivity, reliability, and attention to detail helped ensure a smooth launch and a strong operational foundation.

As the Atelier 10 team shared, “From the very first day, Valerie’s dedication, professionalism, and commitment played a major role in bringing this project to life. The foundation she helped establish has left a lasting and meaningful impact on Atelier 10.”

This hands-on, collaborative way of working is what defines Valerie’s contribution. It strengthens teams, supports better decision-making, and helps salon businesses build lasting success.

For salon owners ready to stop repeating what no longer works and start building a stronger, more sustainable future, Valerie’s collaborative approach offers clarity, structure, and trusted partnership at every stage of the journey.

To explore how Valerie can support your salon in 2026, book a free one-hour consultation by sending an email to letsconnect@vrbeautyconsulting.com, with the word Collaborate in the subject line.

2025 has been a defining year for VR Beauty Consulting, not only in business performance but also in clarity, purpose, and the impact we’ve been able to make across the salon industry. As we look ahead to 2026, it feels important to pause and reflect on the milestones, the lessons, and the direction shaping our future.

Valerie Reynaert, founder of VR Beauty Consulting, shares her insights here, offering a glimpse into what drives her work and the salon businesses she supports.

A year of strong growth

This year, our business grew by 75% overall, with 32% of that growth coming organically. A large part of the expansion was driven by adding social media content creation and management to our services, which brought measurable results for the brands we support.

“Beyond numbers, the growth confirmed something we have long believed – when you consistently deliver value, the right clients will find you,” Valerie says.

One of the most meaningful milestones was the recent launch of our Finance for Salons workshop. It sold out in a week, and the feedback was overwhelmingly positive. After years of conducting audits and speaking with salon owners, we saw how financial planning remains a struggle for the vast majority of businesses.

“Creating a workshop that genuinely moved the needle and sparked requests for more dates was deeply rewarding. We now have a waiting list and will be expanding this educational offering in 2026, including an online version to reach more owners. Empowerment through education remains central to our mission, practical, actionable, and rooted in real business needs,” Valerie shares.

Building brands from the ground up

Another proud achievement was the collaboration with a client in the journey of creating and launching a salon called Atelier 10.  This was a full-scale salon project built entirely from scratch.  The VR Beauty Consulting team crafted the brand, marketing and communications strategy, operational foundations, KPIs, commission structures, and financial planning, as well as handled everything from fit-out to product selection. Beyond the opening, we continued to support the business to ensure a strong start.

“It felt like launching our own brand, and it was unquestionably our project of the year. The teamwork, the creativity, and the precision reflected the best of what we do.”

Helping owners transition and grow

This year also saw several salon sales. We are selective about the businesses we support, but two of the most successful outcomes came from matching sellers with existing VR Beauty Consulting clients, a perfect alignment of timing, goals, and readiness.

In one case, a coaching client was preparing for growth, and through deep financial analysis and strategic planning, we helped her reach the expansion stage. The right opportunity for expansion surfaced in the form of an existing salon, and the match was seamless. In another, an owner was ready to exit, and we found her ideal buyer within our client base. Helping one owner close a chapter while enabling another to begin is one of the most satisfying parts of our work.

Moments that made a difference

One standout experience this year was the inaugural PBGCC roadshow that took place in some of the regional emirates around the U.A.E., as well as in Oman. It offered the chance to connect deeply with industry professionals who are operating salons in contexts that are very different to Dubai or Abu Dhabi. We were proud to deliver practical talks and contribute to the collective growth of the salon ecosystem.

Another meaningful moment came from supporting a first-time salon owner who had unfortunately run out of money just before opening her salon. Instead of walking away, we stepped in with coaching and helped restructure her plan. She opened her doors, and that felt like a genuine win.

Lessons, boundaries, and burnout awareness

Not every project this year was smooth. One client wasn’t aligned with our values. Communication was difficult, respect was lacking, and the energy quickly became draining. It reinforced an important lesson: trust your gut.

“I felt from the start there was a problem but went ahead anyway. We closed the project early, and the entire team felt the relief,” Valerie shares.

That experience also connects to another ongoing lesson, protecting our health.

“During the PBGCC roadshow, an award finalist broke down in tears about taking on too much, and it hit close to home. Many of us go through times like this quietly. It’s a reminder that caring for ourselves is not optional, especially when we carry responsibility for others,” says Valerie.

Finding our niche and owning it

Six years into this journey, 2025 was the year where everything clicked. We now understand the industry at a level that only time and immersion can teach. We know what works, we know what our clients value, and we know where we make the biggest difference.

“This clarity became even stronger during a strategic retreat in Sri Lanka, where I reviewed every aspect of the business, revenue, conversions, service performance, and demand patterns. It became clear that one major initiative needed to be brought back to life, our recruitment platform,” Valerie explains.

Talent gateway relaunch

“Recruitment remains one of the biggest pain points for salons. We receive messages almost daily asking for help. Our previous recruitment platform didn’t work, not because the idea was flawed, but because I tried to reinvent the wheel. The process became too complex for busy professionals, and profiles weren’t updated, creating downstream issues for salons,” Valerie says.

This time, we are building a streamlined, industry-standard platform with one essential difference: candidate screening. Salons won’t have to sift through hundreds of irrelevant CVs. We will filter, validate, and match, ensuring quality and alignment before a candidate reaches a client. There is huge demand, and 2026 will be the year we meet it properly.

Focused community

In 2026, we will launch the VRBC-Suite, an exclusive, focused community of salon owners and managers committed to growth. Members will receive industry checklists, reports, surveys, professional resources, and access to a private WhatsApp community moderated by us.

It’s a space for clarity, support, and progress, not the noise and negativity often found in large industry groups.

Hopes for 2026

Our hopes for the beauty salon industry are twofold. First, we want salon owners to embrace financial accountability, because understanding your numbers is the foundation of clarity, control, and sustainable growth. Secondly, we hope to see salons investing more in their teams, recognising that a supported, motivated staff is key to a thriving business.

“Staff are not ‘packages’ to be replaced; they are people with stories, pressures, dreams, and needs. It’s crucial to establish operational efficiencies so that expectations, communications, and KPIs are clear. At the same time, salons can invest in their staff’s emotional wellbeing by fostering a collaborative culture where every individual feels valued. Mastering both aspects has the power to transform a business,” says Valerie.

Beyond business goals, VR Beauty Consulting’s hope for 2026 is simple: more peace in the world, more kindness, and more respect. Stability, mental health, and wellbeing for everyone we work with are priorities. Life and business both flourish when compassion is present.

With your High Season marketing plan in place, it’s time to get creative and make the most of the seasonal buzz.

For the first time ever, VR Beauty Consulting (VRBC) is bringing an actionable activity marketing plan specifically designed for UAE salons, helping you turn the end-of-year excitement into measurable results.

The plan has been drawn up by Valerie Reynaert, founder of VR Beauty Consulting, together with her strategic team of leaders: Carol Holdsworth, a Marketing and Communications Specialist with over 25 years of experience across strategy development, digital advertising, eCommerce, and CRM platforms, and Marianne Tolentino, a Digital Marketing Strategist with 15 years of experience in the Middle East cosmetics market, specialising in social media management and compelling content creation.

Together, Valerie, Carol, and Marianne provide marketing ideas and concepts that are tried and tested to ensure High Season is not just busy work, but a coordinated, results-driven effort that maximises bookings, revenue, and client engagement.

Create Smart Seasonal Packages

Bundles that complement each other and feel exclusive are an excellent way to increase spend and add excitement. For example:

• “Party Ready” – Blow-dry + Mani + Glow Facial
• “New Year Reset” – Detox Massage + Scalp Treatment + Lymphatic Drainage

Offer Add-On Treats

Small upgrades make a big impression and lift the average ticket. Ideas include:

• Scalp massage during hair treatment
• Hand scrub or collagen gloves during a manicure
• Instant glow booster for hair with a cut and blowdry

Plan In-Salon Activations

Turn your salon into a festive experience. Activations are about engagement and creating visually exciting moments where clients can play, win, and feel appreciated. Ideas include:

• Spin the Wheel – win free services, gift vouchers, or retail products.
• Advent Calendar – with a minimum spend, clients can pick a drawer containing free services, vouchers, or products.
• The 12 Days of Beauty – daily promotions or tips leading up to Christmas.
• Christmas Tree Wishes – clients hang notes with resolutions or wishes for someone special.

Gift-with-purchase promotions can also be effective if the offer feels special and the packaging is attractive.

“People love giving and receiving gifts. But it’s essential to have your team actively promoting them, otherwise, they’ll just sit on the shelves,” Valerie says.

Boost Your Online Presence

Create excitement online with reels, giveaways, and countdowns. Encourage clients to tag and share their glow-up moments while visiting your salon, to increase reach organically. They can also be encouraged to leave a Google review, as these are powerful ways in which to reach new customers.

Collaborate Smartly

Partner with local brands, neighbouring shops, complementary suppliers, or influencers to double exposure at half the cost.

“Collaborative campaigns and joint events are particularly effective in acquiring new clients while sharing the promotional load,” Marianne notes.

“Simply using collaborate post function on Instagram for example, could double the reach of that particular post.”

Push Retail Sales

Retail can be a significant revenue driver during the festive season. Salons in malls may see retail account for 25–30% of total revenue, while smaller independent salons typically achieve 5–15%. Aim to grow this by an additional 5% over the season.

Valerie advises avoiding discounts:

“Margins on retail sales are already under pressure, so don’t default to discounts. It’s better to push retail at full price and add value through something like a free styling or blow-dry with purchase. It doesn’t cost much but feels rewarding for clients.  Just be mindful not to get so busy with free services that you can’t accommodate paying clients.”

Leverage Existing Channels and Partnerships

Existing client data is one of your most powerful yet often overlooked tools. Here’s how to make the most of it:

Email Newsletters & Updates – Send short, regular emails with seasonal tips, service highlights, or loyalty program updates. Focus on value and personalisation rather than just promotions. Include a strong Call To Action (CTA) to convert bookings.

Personalised SMS / WhatsApp Messaging – Use messaging for reminders, follow-ups, or special offers. Include quick beauty tips, appointment availability, or specials. Short, friendly messages help build loyalty and encourage repeat visits.

Client Referral Program – Encourage clients to refer friends or family. Reward referrals with add-ons, discounts, or loyalty points, tracked in your system.

In-Salon Promotions & Signage – Highlight services, upsell treatments, or showcase seasonal packages. Incorporate QR codes linking to booking pages or social channels, and train staff to actively recommend services during visits.

Leverage Testimonials & User-Generated Content – Collect before-and-after photos, service reviews, or client testimonials and share them via email, SMS, or in-salon displays.

“Real client experiences build trust and inspire repeat visits, while also providing authentic marketing content,” says Carol.

Final Thoughts

High Season is your chance to elevate your salon, showcase your team, and create memorable experiences that keep clients coming back. The salons that thrive aren’t just ‘going through the motions’, they’re orchestrating every touchpoint with intention, blending creativity, strategy, and a personal touch. By planning thoughtfully, engaging clients with memorable activations, and making every interaction count, the results extend far beyond the festive season, building loyalty, reputation, and momentum that lasts all year.

You’ve chosen to treat High Season as a real opportunity. You’ve sharpened your ideas, aligned your team, and set the stage for a standout period. Now comes the part that turns preparation into performance: planning the marketing that will fill your calendar and keep clients engaged across every touchpoint.

The data supporting the need for planned marketing is clear. DataReportal’s digital overview by Simon Kemp, a global digital trends report, provides a comprehensive snapshot of how people actually use the internet, social media, and mobile — the very platforms where your campaigns will reach clients.

 In the UAE, the media consumption numbers are striking: at the start of 2025, 11.3 million adults were using social media, equivalent to 123% of the 18+ population, reflecting multi-platform usage. Overall, the country recorded 12.5 million social media user identities in October 2025, or 110% of the total population. Internet penetration is similarly mature, with 11.3 million people online, representing 99% of the population. Mobile connectivity goes even further: 23 million active mobile connections, roughly 202% penetration, showing that most people move across devices, accounts, and platforms throughout the day.

For salons, this means one thing: your clients are online constantly, and High Season success depends on showing up where they are with the right message at the right moment.

VR Beauty Consulting Founder Valerie Reynaert has more than 20 years’ experience in the beauty industry, helping start-ups gain a foothold and guiding established clients to turnaround and growth.

“With the High Season underway, the salons that win are the ones that plan their marketing with intention. Weekly planning is where consistency and visibility are built. Shorter cycles keep your team focused, give you room to react to booking patterns, and prevent the last-minute scramble that dilutes impact,” she explains.

Together with VR Beauty Consulting’s marketing partner, Carol Holdsworth, Valerie advises salons to implement a strategic focus when planning their marketing. Here is how:

A content framework is a simple way to structure what you post each week. It organises your content into categories, making your marketing easier, faster, and more effective, while ensuring every post has a purpose and supports the message you want clients to see. Carol Holdsworth shares 3 popular content frameworks that can be considered by salons to plan their social media calendars effectively.

The first framework is called the Hero, Hub, Hygiene (HHH) framework. Hero content highlights big moments: festive package launches, new services, or in-salon events. There are only a few pieces of content required for Hero content but they are posted more frequently.  Hub content keeps clients engaged with regular touchpoints: before-and-after transformations, client testimonials, or behind-the-scenes glimpses. This forms the main basis of your social media content plan. Hygiene content answers everyday questions that come up in the comments of your posts, such as skincare tips, haircare tutorials, or service availability.

Planning content through the lens of Experience, Expertise, Clients (EEC) framework is also helpful. Experiencecontent captures your salon’s ambiance, a calm treatment room, relaxing service moments, or a well-prepped space. Expertise highlights your team’s skills, from a stylist demonstrating a blow-dry technique to a therapist explaining a treatment. Clients add trust through reviews, transformation stories, testimonials and returning-guest moments.

“Be mindful of trends, however, don’t fall for them all. Be strategic about what you choose to add to your plan,” Carol advises.

A third framework that salons could consider is Inspire, Educate, Activate framework (IEA). Inspire content sparks lifestyle aspiration, glowing skin, confidence-boosting transformations, or self-care routines. Educate content explains treatment benefits and product use. Activate content drives bookings, promotions, or package upgrades.

“By choosing one service or package to highlight each week, your High Season marketing becomes coherent, consistent, and focused on the activities most likely to drive bookings,” Carol notes.

Once your focus is set, it’s crucial to align all touchpoints. Social channels, in-salon displays, WhatsApp messages, staff scripts, booking confirmations, and retail shelves should all tell the same story.

“When a client sees a festive facial online, walks into a treatment room that features it, and has a therapist who confidently speaks about it, the message lands with far more impact,” Valerie explains.

High Season is as much about acquisition as profitability. New clients are essential, but the real value comes from repeat visits. Plan mechanisms to bring them back: post-treatment follow-ups, bounce-back offers, rebooking incentives, or personalised WhatsApp messages.

Measurement ties it all together. Track what works to make smarter decisions and invest confidently in the future. Avoid reacting too quickly; most marketing takes time to perform. Train your team to ask every new client, “Where did you hear about us?” These are insights that often reveal patterns not visible in dashboards alone.

Practical tasks after planning

• Ensure that your Google My Business entry is up to date. Your holiday hours and contact details must be accurate as this is likely the first place clients will check.
• Have multiple pairs of eyes looking at your comments on your social media channels and websites. If clients reach out or have questions, you cannot afford to drop the ball by not responding or responding too late. This is a sure-fire way to miss opportunities and it will reflect poorly on the salon.
• Plan to share your offers on community pages on Facebook. “Facebook is still a very busy platform and is a great way to expand your audience,” Carol says.

VRBC clients have seen the results of this structured approach. One salon ran a three-month influencer campaign with micro-creators, focusing on hero services to reach new audiences. By the end of month two of the campaign, 40% of that month’s revenue came from new clients.

Another client, opening a salon in a hospitality setting, partnered with the host hotel to use existing marketing touchpoints. With no prior client base, over 20% of weekly visitors in the first five weeks came through the collaboration.

When every touchpoint is aligned, every acquisition effort has a follow-up plan, and every activity is measured, High Season becomes more than busy, it becomes strategic, repeatable growth.

“High Season rewards the salons that treat it as a coordinated effort, not a collection of ad-hoc promotions. With planning, aligned messaging, and a team that knows how to convert new interest into lasting loyalty, you move from being busy to being effective. The result isn’t just a strong season, it’s a stronger business long after the rush is over,” Valerie concludes.