Madison Reed: Filling the Gap Between Box Color and Balayage with Clarity of Brand Story and Market Position

July 24, 2025Nina KovnerPodcast

In this episode of BUILDING & BREAKING, we take a closer look at how Madison Reed filled the gap between drugstore box color and major salon transformations by knowing exactly who they serve, what those clients value, and how to deliver consistency at scale. Madison Reed isn’t stealing your clients. They’re speaking directly to the consumer who values the solutions they offer.

We explore how their simple, focused menu and product offering, Limitless Pro+ membership, and multi-channel strategy reflect a crystal-clear brand story, and why some clients will always prioritize simplicity, frequency, and comfort over complexity and transformation.

We also examine the deeper lessons behind trust, market position, and the pandemic-era controversy around at-home color kits, because sometimes what looks like competition is an invitation to find more brand clarity, staying focused on what your clients need, and always keeping lifetime client and customer value in mind when making decisions.

In This Episode

  • The price pyramid and Madison Reed’s middle-market position
  • Why some consumers seek simplicity, not transformation
  • The Limitless Pro+ membership and brand story alignment
  • What the salon industry can learn from pandemic color kits
  • Why losing a client isn’t always a failure, and how it is an opportunity to seek deeper understanding and clarity
  • The OPI TikTok moment and what it can teach us

Because when your brand story is clear, you create a connection. And when you meet your clients where they are, you build trust that lasts far beyond a box or tube of color or one visit to the salon.

If you are a salon owner, educator, coach, or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!

e.l.f. Cosmetics: Low Price, High Value, and The Possible White Space in Pro Beauty

July 22, 2025Nina KovnerPodcast

In this episode of BUILDING & BREAKING, we’re diving into the brand story of e.l.f. Cosmetics, the brand proving that low price doesn’t have to mean low value.

From launching $1 products in 2004 to becoming one of beauty’s fastest-growing brands, e.l.f. shows how clarity of brand story and market position drives trust, connection, and growth, even at the lowest price points.

In This Episode

  • Why value, and “best”, are always in the eye of the beholder
  • How e.l.f. balances fun, creativity, and consistency without confusing their audience
  • The difference between price and perceived value, and why it matters more than ever
  • How brand story and market position shape pricing strategy for all businesses and brands, including salon owners, hairstylists, and professional beauty brands
  • The power of social listening and e.l.f.’s viral moment with Sailing with Phoenix

Because in beauty and business, it’s never just about price. It’s about who your brand is for, what your brand stands for, and the story you’re telling.

If you are a salon owner, educator, coach, or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!

The Fundamentals of Brand Story and Building Trust From Costco to Taylor Swift (and Beyond)

July 10, 2025Nina KovnerPodcast

In this 10th episode of BUILDING & BREAKING, we’re recapping the first nine episodes by connecting the dots between Costco, Starbucks, In-N-Out, Taylor Swift, Aveda, Olaplex, Trader Joe’s, Drybar, and Target.

From warehouse giants to pop icons, these brands might look different, but the fundamentals that build or break trust are universal.

In this special recap episode, we’re unpacking a few of the biggest lessons that keep showing up across every brand story, and how they apply directly to salon owners, hairstylists, and pro beauty brands who want to build something that lasts.

Because brand trust isn’t built on hype, it’s built on fundamentals: clarity, consistency, simplicity, knowing your people, and creating unforgettable experiences.

If you’re a salon owner, independent stylist, educator, or beauty brand leader, this episode will help you spot where you’re strong and where you might need a brand tune-up.

In This Episode

  • Why consistency builds lifetime loyalty, from $1.50 hot dogs to blowout bars
  •  How clarity of brand story keeps brands from drifting off course
  • Why simplicity is a power move for salons, stylists, and brands alike
  • How unforgettable experiences turn clients into loyal fans
  • The power of knowing exactly who your brand serves (and who it doesn’t)

Whether you’re running a billion-dollar brand or a local hair salon, the fundamentals don’t change.

If you are a salon owner, educator, coach, or independent stylist seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!

Drybar: How Simplicity Built A Brand And Inconsistencies Are Testing Its Promise

July 3, 2025Nina KovnerPodcast

Drybar didn’t invent the blowout, but they turned it into a brand with a crystal-clear promise: No cuts. No color. Just blowouts.

Drybar built a business and brand on simplicity, consistency, and solving one real and relevant problem for busy people who wanted beautiful hair without the hassle.

But as Drybar grew, fast and wide, the cracks began to show. Ownership and leadership changes, selling off both the salon and hair care brands to two different owners, inconsistent experiences, and a chaotic online journey have all started to test the very brand promise that once set them apart.

In This Episode

  • Why a clear brand story is your ultimate filter in a world full of endless advice.
  • How simplicity can be your superpower and how complexity can erode trust.
  • Understanding that brand promise is the experience you design and deliver, not just words on your website or a cute aesthetic.
  • Why consistency matters more than ever, online and offline, and how it’s the backbone of brand trust.
  • How Drybar’s split into two businesses created a confusing client journey, and what salons and beauty brands can learn from it.
  • The importance of understanding business models and market position, from luxury to mid-market, to value, and the differences in high or low frequency of visit strategies
  • How to use your brand story framework to guide every decision, from services to marketing to growth.

Whether you’re a salon owner, hairstylist, or beauty brand leader, this episode will help you protect your brand promise and keep simplicity and clarity at the heart of your business as you grow.

If you are a salon owner, independent stylist, educator, or coach seeking more clarity and simplifying your decision making, click here to learn more about Creating Your Awesome Brand, a complete course for beauty professionals.

Thank you so much for listening and sharing this episode with your business besties!

Olaplex: How a Brand Built on Bonds Can Rebuild Trust with Salons and Hairstylists

June 26, 2025Nina KovnerPodcast

Olaplex didn’t just create a product; it created a category. It provided stylists a new language around hair health and made the salon pro, at every level, feel more confident, understood, and seen. But as the brand scaled and shifted toward the consumer market, something got lost: connection and community.

In this episode of BUILDING & BREAKING, we explore how one of the most iconic and beloved brands in pro beauty lost its focus, fumbled the moment trust was most at risk, and what every salon owner, stylist, and professional beauty brand can learn from it.

In This Episode:
• Why clarity of brand story is everything, especially as you grow and face controversy
• How silence during hard moments breaks trust faster than any mistake
• The opportunity Olaplex had (and still has) with scalp care as a service experience
• Why connection with hairstylists isn’t built through celebrity endorsements, but in everyday conversations and connections
• What it means to stay aligned with, and speak the language of, the people you serve

Because being the “best” doesn’t build a brand, trust does. And trust is built through clarity, consistency, and care.

If you are a salon owner, salon coach, or independent stylist, and want to have a deeper understanding on how to not only create a brand story, but also, how it connects to every decision a salon makes in their business, click here to learn more about Creating Your Awesome Brand, a complete course for beauty pros.

Thank you for listening, leaving a rating or review, and sharing this episode with a business bestie who can benefit from the lessons.