David's Salon opens its 183rd branch

The largest beauty salon chain in the country, David's Salon is poised to tap the smaller markets, especially in the Southern Philippines.

In an interview with salon chain owner David Charlton he said that the beauty market in the Philippines is expanding rapidly, despite the "perceived" economic instability.

In fact, he said the David Salon has grown to 183 outlets nationwide, since it started 17 years ago. This number of outlets is expected to double in the next few years especially that the chain is now trying to penetrate sub-urban areas, or the smaller markets.

Charlton was in Cebu recently to grace the opening of David Salon's 183rd outlet in Mactan Island, located in Gaisano Mactan. The six outlets in Metro Cebu are managed by his partners, couple Max and Jojing Telford.

Although known as an upscale salon brand, Charlton said entering into the missionary markets like Dumaguete, Bohol, Iloilo, and other provinces would not be a difficult move.

"We structure our prices [and service charges] depends in the area, to suit the market [level]" Charlton said.

He said the only thing that keep his brand thrive amid fierce competition, is he does not compromise quality.

"A lot of people think that hairdressing industry is an easy market, but its not. There's a lot of salon that open and close very quickly," he said.

He noted that Philippine market in general, has now embraced vanity as part of the budget, not only for the high-end consumer segments, but down to middle earners, even to lower end markets.

Charlton is expanding his salon outlets across the country, through partnerships. Instead of embarking into franchise concept, he preferred to grow his outlet based via partners so that he could control the standard and quality, including the choice of products used in hairdressing, and other salon services.

Charlton has been in the Philippines for 28 years now. He was assigned to head the Philippine operation of French hair dressing chain Rever, and later found the opportunity to set up his own Salon in the country in 1989.

He said one way of expanding David's Salon's market base especially to tap the budget-conscious consumers is to offer its "David's Express Service". This allows lower market segment to avail of cheaper service charge with "no-frills" approach, which means haircutting without extra services such as blow-dry, shampoo, among others.

Moreover, he said the express service also aims to attract consumers who are, not only budget-conscious, but time-conscious as well, those that are in a hurry.