Fantastic Sams Franchise Marketing and Branding Highlight Renaissance
CEO Linda Chadwick unleashes the power of new image for the iconic salon franchise
Fantastic Sams is in the middle of a major brand resurgence, driven in part by our ceiling-to-floor reimagining of the value salon experience in our New Image Salon. Our innovation hasn’t stopped there, and we’re ahead of the curve on national and local marketing efforts, too.
Franchise owners benefit from the attention to detail we’ve put into not only our advertising calendar, spread across four seasons and multiple platforms, but also to each and every facet of the campaigns themselves. These efforts pay off both short- and long-term because potential customers are taking note of our vibrant new image.
“We set out in 2016 with the ambitious goal of a top-to-bottom reimagining of the Fantastic Sams brand, including the salon appearance, our product lines, how we present ourselves in print and online — even the logo changed,” says Linda Chadwick, Fantastic Sams President and CEO. “The results are remarkable. The New Image Salon sets the bar for a value salon experience, the new product lines are more popular than ever and we’re continuing to attract new, loyal Fantastic Sams clients every day.”
Fantastic Sams is the pioneer no-appointment, full-service family salon. For more than 40 years, we have led the hair salon franchise industry, a core component in the $75 billion hair care market. With the introduction of our New Image salon design, customers are rediscovering our innovative brand, and franchise owners are attracting new generations of salon customers. With our brand’s resurgence, we’re carving out a new space in the salon industry — the premium plus salon category, offering a full-service salon experience in the value salon category.
“With our New Image Salon, we’ve completely redefined the value salon experience and set a bar for salon franchises as a whole,” Linda says. “Just looking at the effects of setting the Color Bar as the centerpiece of the salon you’ll see how much thought went into everything we’re doing. We’ve extended that level of attention to our marketing efforts.”
Because Fantastic Sams is the salon for the whole family, we selected models who span age groups and demographics. Whether it’s a working man’s desire for a up-trending hairstyle or a young girl’s dream of being a princess, they see those aspirations reflected in our marketing campaigns.
At the same time, we spread our calendar over four seasons, and advertising matches the push for each. For example, in the fall, rich, warm color prevails, while in the summer it’s all about snazzy up-dos and shorter cuts.
“We’re proud of the models we selected to represent our brand, and I believe, when you see this campaign, you really see what Fantastic Sams is about — a salon where every member of the family can come and get the cut and style they want, find out about the products they need to maintain that style, and all for an affordable price,” Linda says.
Fantastic Sams franchise owners benefit from our strong brand presence and national marketing programs. Also, they can draw on a library of powerful visuals for print and online advertising. At the heart of everything, though, is the attention we pay to the clients and the products and services they desire.
Walk into a New Image Salon and you’ll see a vibrant, hip interior with cool silvers, dark blacks and stark whites. The vibrant, red of the Color Bar pops from products placed in attractive and inviting display cases throughout the salon.
“More than advertising in a newspaper or running a strong campaign on social media, stylists really become the engine that drives sales,” Linda says. “They know the latest trends, they mix the coolest colors and they recommend the best products. When guests come to the salon the first time, they’re impressed with the knowledge and skills of our stylists. When they come a second time, chances are they’re asking for their stylist by name.”
Learn more about the Fantastic Sams hair franchise opportunity
Opening a full-service, no-appointment-needed Fantastic Sams is a remarkably affordable way to enter the $75 billion hair care industry. With an initial investment beginning at just $150,362, and with 3-, 5-, and 10-pack agreements available, you can join this potentially lucrative growth industry.