Paris Parker Takes Home a Salon Today Award

STAMP, SALON TODAY’s Annual Marketing Program takes “Show and Tell” to a national level by gathering and celebrating the best marketing and promotional ideas in the professional salon industry.

Originally seen on August, 2014

For the 2013 holiday season, the Paris Parker Salons wanted to create a beautiful shopping guide to generate a feeling of luxury and exclusivity and strengthen brand loyalty among its VIP guests. The salons worked with Imaginal Marketing to design a high-end gift guide, which featured fantasy packages including a $5,000 Ultimate Makeover and incentives such as spa packages as a reward for purchasing at a certain threshold in retail gifts. “The print piece itself was designed to invoke the look and feel of some of our favorite gift catalogs, such as Neiman Marcus,” Neill Baker says.

Paris Parker printed 5,000 of the guides for $1 a piece, and they were distributed by the team at holiday shopping events and VIP parties in the six weeks leading up to Christmas. “We also sent some of the guides to fashion and beauty bloggers and mailed out a select few of them, always in a hand-addressed envelope,” Neill Baker says. Paris Parker not only got excellent feedback on the gift guides, but they were also written up in four local fashion blogs across the four cities where the salons are located.