March 06, 2004

Beauty is in the eye of the beholder, and each year more than 297 million Yellow Pages references prove that Americans haven't stopped searching for it. According to the Yellow Pages Integrated Media Association, "Beauty Salons" ranks 7th out of more than 4,000 Yellow Pages headings, with 278 million references, and Tanning Salons is 125th with 19.2 million references(1).

In fact, 87 percent of Beauty Salon look-ups result in a purchase, surpassing the 79 percent average for all Yellow Pages headings. These figures lead to a $6 return in revenue for every $1 spent on Yellow Pages advertising, according to research by CRM Associates. With a growth rate of 5 percent per year(2), the beauty salon industry is becoming increasingly important in the eyes of consumers.

"Salons touch people both literally and figuratively," said Jill Kohler, managing director for The Salon Association, an organization representing salon and spa owners. "Good salons deliver more than a simple haircut. They offer a personal relationship and become a trusted advisor."

"Beauty and tanning salons have historically relied on the print and electronic Yellow Pages to help generate business because of the medium's high return on investment," noted Larry Small, director of research for the Yellow Pages I.M.A.®

(1) 2003 study conducted by Knowledge Networks/SRI
(2) 2000 U.S. Census Bureau

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