The beauty salon business is extremely individual driven. Women find a beautician or stylist whom they like and stay loyal to the salon she works at. However, they are willing to experiment on hygiene services (waxing, facials etc.). YLG, a new chain of salons concentrated on ‘hygiene’ services and offered new technology to help drive trials. Once in, customers could be sold YLG’s key competitive advantage: highly personalised beauty services.
(this case is covered in detail in our case studies section)