Sandra Mitchell, the owner of Divinity Salon and Day Spa in Philadelphia, didn’t like the look of the blue and white tile that blanketed her salon. So she couldn’t have been happier when representatives from the Baileys brand arrived at her door and offered to not only rip the tile out, but to do a complete makeover of the space.
The tile was replaced with a fresh coat of paint, new furniture was installed as well as video monitors, mirrors and workstations, all themed around Baileys’ distinctive deep orange-bronze colors. The Baileys logo was placed in strategic locations including as accents embroidered on throw pillows.
The salon makeover is part of a larger mobile beauty makeover program Baileys launched targeting African-American women in urban settings at local salons.
In addition to the makeovers, Baileys hosts invitation-only events at each location where guests can enjoy entertainment, Baileys cocktails and complimentary beauty treatments including haircuts, manicures or massages. Some 150 people attended the opening event in October at Mitchell’s Philadelphia salon. Invites were sent to salon customers as well as local prospects that met the target demographic: women 25 and older.
As part of the program in each location, Baileys partners with a local charity. In Philadelphia, Baileys worked with The Career Wardrobe, a non-profit organization that helps women transition into the workforce, to offer beauty services.
The launch at Divinity Salon and Day Spa ended last month and is being followed by salon makeovers and events beginning in January in New York then Chicago, Los Angeles, Washington, DC, Atlanta, Houston and Detroit.
Baileys chose salons as key locations after research showed that African American women can spend between two and five hours at a salon every week or two having their hair done and enjoying friends, says Louise McKerrow, brand manager Baileys North America.
“When this consumer is at the beauty shop, it’s their time with the girls, hanging out and chilling together and it’s a perfect Baileys moment,” she says.
She says that while African American women are good customers of Baileys, awareness of the brand is low and the events were a way to reach consumers in their comfort zone.
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