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Ystilo Salon: Innovative services for the middle class

This salon stands out from the pack through technical expertise, unique marketing campaigns and quality service.
By Karmina De Ungria |

There are salons practically in every corner of the Metro offering inexpensive services. However, if you have a fear of untrained staff wreaking havoc on your tresses, better spend on a salon of repute.


Ystilo Salon, which has Sharon Magdayao, a.k.a. showbiz personality Vina Morales as its endorser, offers all the salon basics such as hair and skin treatment. In addition, it offers innovative services such as nail art and wedding packages which are not normally offered in your friendly neighborhood salon.


Vina co-owns the salon with sister Sheila Magdayao and brother-in-law Federico Moreno. "Ystilo Salon started in 1999. The concept of a Spanish, modern look that would cater to the middle class was the initial plan for Ystilo Salon. Estilo, which means \\\'Style\\\' in Spanish, was our basis in coming up with the name," says Federico, President and CEO of Ystilo Salon Corp.


Targeting a specific market segment
It was the two sisters who wanted a salon that will cater to the middle-class. Early in the game, the company experienced a mild bump on the road. "The costumers thought we catered to the high-end market," shares Federico. The challenge was to make the public aware that they cater to the middle-class. "We were able to turn it around by doing an alternative marketing approach," says Federico.



From the start, they have tried not to be a copycat in terms of marketing campaigns, and have made it a point to produce unique marketing collaterals and promos. Among its recent campaigns are the offering of the electronic lifestyle card to customers. It also ramps up its communication drive through a monthly newsletter.


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