FAB Salon maintains clean aesthetic. “Customers leave the place feeling fabulous,” says Ramos
The mother started the barbershop; the son opened a beauty salon.
Marco Pascual, business development manager of Bruno Services Corp. (BSC), the company that runs Bruno’s Barbers chain, has set off a new salon called Fab at Newport Mall and soon a branch in 139 Corporate Center, Salcedo Village.
The setup is unique. He tapped celebrity stylist Lourd Ramos to be the salon’s creative director and BSC’s trainor-consultant. That’s despite the fact Ramos owns Creations by Lourd Ramos Salon in Glorietta 5.
Bruno’s Barbers has been in the business for 21 years, known for its precision cuts, the mentholated scalp treatment and ear cleaning. Through the years, men brought their wives or girlfriends who had their nails done at the barbershop while they had a shave or haircut. It seemed natural to venture into the salon.
Pascual says the barbershop-salon business is relatively recession proof. Even in a tightened economy, people won’t scrimp on hair services – they’ll just wait a little.
Aspirational
Targeting the working class, Fab Salon positions itself for quality service at an affordable cost with haircuts fetching P300.
Asked how Fab differentiates itself from other salons in this saturated market, Ramos replies that its staffers must meet the standards of the Technical Education and Skills Development Authority (Tesda). They are constantly updated on trends and new products. He also created services that are unique to Fab such as the shampoo technique – three minutes of a scalp massage and rinsing that leaves the client invigorated.
Pascual is optimistic because of the salons’ locations. In both the Newport Mall in Pasay City and Makati outlets, they can build their niches since there are few salons in their neighborhoods.
He foresees that aside from the haircut, Fab will prosper with the P1,000 hair coloring and the treatments which, by convention, significantly contribute to sales. Ramos included mid-range but effective hair brands such as Matrix and Biolage to give clients more affordable options.
Another business potential is that Fab is open for franchising. “Branding is important,” he maintains. Say “Fab” and it conjures of first-rate service at pocket-friendly prices, fresh minimalist interiors, stylists clad in spare uniforms in red-and-black and an aspirational market.
Innovation
FAB friends: Lourd Ramos, creative director, and Marco Pascual, business development manager
The 29-year-old businessman practically grew up in the industry. He recalls that when he was a child in Ayala Alabang, the only barbershop in the vicinity was at the country club. Since the family wasn’t a member, Pascual had to go to BF Homes or Las Piñas to get a haircut.
For convenience, his mother Amelia “Amy” Manas and her sisters Karina Manapat, Joyce Magpale and Ma. Paz Manas set up Bruno’s Barbers in Casa Vicente along Madrigal Avenue. The business exceeded their expectations. Aside from accessibility, the place offered first-rate service in a warm and classy ambience, which was rare in 1990. Answering market demand, the family now owns 26 branches. “The barbers applied. It’s not our policy to pirate,” Pascual maintains.
On the recommendation of his mother, he tapped Ramos, who is also a TESDA trainer-examiner, to upgrade the skills of their barbers through training camps. Initially, the barbers were reluctant as they preferred to stick what they knew. But in six months, 500 barbers updated their cutting techniques, learned to use the right tools and discovered pop culture influenced styling. Most are now TESDA-certified and have widened their repertoire. Some barbers even worked in Philippine Fashion Week.
“With Lourd’s experience, they get the science of cutting. The artistic side was also instilled into them,” says Pascual.
For instance, the classic iper, a cut designed to control the hair, has been updated to the Tapered Cutting.
“Barbers know more than just generic names like flat top and crew cut. There are hairstyles named after celebrities,” says Ramos. When a customer asks for a David Beckham haircut, the barber knows it’s a style with layers and undercutting.
Beyond snipping, barbers must know how to sell. If a client wants the popular mentholated scalp massage, a corresponding hair treatment is suggested.
Pascual points out that the regular training camps and the accreditation add more value to their services.
No conflict
Fueled by the barbershops’ success, the family opened Salon Development Corp., the holding company of Fab.
“We would like to separate the branding of the Fab Salon from Bruno’s Barbers so as not to make women think that Fab is owned by a barbershop,” maintains Pascual.
Like Bruno’s, the staffers have been undergoing the same rigid training.
BRUNO’S Barbershop is adjacent to Fab in Newport Mall, sporting a minimalist look
Ramos doesn’t see any conflict of interest with his Creations. For one, his salon is more upscale; the customers’ choice of stylist is driven by quality and loyalty rather than price. Creations uses premium products and its image is flamboyant. Despite its discreet location in Glorietta 5, Creations hit the P1 million target in monthly sales on its first year. He even got the nod from GoNegosyo for being a brave newcomer.
Ramos attributes the success to marketing and discipline. “When magazines book us, I immediately send a billing statement. They market my people and salon, and pay for their day’s work.”
He also created a system that gave him flexibility to train Pascual’s group, regularly monitor Fab salons and get other outside work. He delegates the creative side to his senior stylists, Christine Lopez and Romeo Semillano and the business to a trusted staff.
Ramos feels his mission is to share. “When I reach 50, I hope to produce the best stylists and make-artists and that the Philippines is the best salon destination,” says the 32-year-old entrepreneur. Ultimately, he wants to help our economy, one trim at a time.