In May, beauty giant MECCA announced an influx of haircare launches as a result of an overarching investment into the category. Kérastase is the latest brand to join the retailer’s offering, signalling a strategic shift from salon exclusive to mass market for the world’s leading professional haircare brand.

Earlier this year, technology powerhouse Dyson entered into an exclusivity agreement with MECCA, rolling out in all 109 stores across Australia and New Zealand. Other new brand additions include trichologist-developed brand Act+Acre and Crown Affair, which will complement existing brands like Living Proof, Briogeo, Bumble and Bumble, and Gisou.

The new launches will ‘bolster MECCA’s authority in hair’, according to a recent release issued by the retailer.  “We’re seeing an influx of hair innovations, especially in the ‘skinification’ of hair, so it’s a natural extension for MECCA to find new brands within this category that expand the skillset and knowledge of our team members and empower our customers,” says Alison Scanlon, MECCA’s Head of Emerging Categories.

This isn’t the first signs of disruption to the traditionally salon exclusive professional haircare market. Retail powerhouses such as Amazon and Sephora have also honed in on the category.

In New Zealand, salon retail sales showed a decline last year, according to leading salon and spa software provider Kitomba. If you’re a salon owner, now is a good time to revisit your marketing strategies, particularly the often-overlooked opportunity of retail. Spas and salons are uniquely positioned to encourage retail sales by virtue of their credibility as experts in their field. To help regain customer loyalty for haircare purchases, consider these tips for increasing retail sales in your salon.

Paul Carbis, a salon business management expert, recommends aiming for a one-in-three hit rate with retail sales to maximise revenue. “If you saw 30 customers for the week you would need to have a minimum of ten retail sales. There are no industry KPIs. However, this is the expectation for all the salons I coach. A one in three hit rate and about 30 percent of their total income coming out of home care sales.”