Competing With Amazon: Retail Lessons With Daniel Mason-Jones 

With nearly 70% of U.S. adults purchasing beauty products online, retailers like Amazon have become the go-to option among consumers for convenience and competitive pricing [1]. However, when it comes to haircare, no algorithm or instant checkout can replace the power of a stylist’s expertise and product knowledge. In today’s digital-first world, salon owners and beauty pros have a competitive edge that no online retailer can replicate—the ability to educate, customize, and curate a personalized experience that builds long-term loyalty. 

Ahead, we spoke with SalonCentric #ItTakesAPro Team Artist and renowned industry educator Daniel Mason-Jones (@danielmasonjones) to get his expert insights on how beauty professionals can dominate the retail space and thrive alongside retail giants like Amazon. Read on to discover his winning formula for retail success and his top tips for turning personalized recommendations into revenue. 

Daniel Mason-Jones' Tips for Competing With Amazon 

SalonCentric: What’s the biggest advantage that hairstylists have over Amazon when it comes to selling retail? 

Daniel Mason-Jones: The biggest advantage we have is our ability to provide personalized, expert recommendations. As hairstylists, we see and touch our clients’ hair, understand their unique concerns, and can prescribe the right products tailored to their needs. Online retailers rely on algorithms and reviews, but we provide real-time, customized advice based on professional experience. Plus, clients can walk out of the salon that day with exactly what they need—no guessing, no waiting for shipping, and no risk of counterfeit or diverted products. 

SC: What are some practical ways that stylists and salon owners can create an in-salon shopping experience that rivals the convenience of online shopping? 

DMJ: When it comes to creating an unforgettable in-salon shopping experience, I suggest trying the following strategies: 

• Product Try-On Stations: Allow clients to feel, smell, and experience products in real time. 
• Bundled Promotions: Create in-salon exclusive product bundles that make purchasing more enticing. 
• Education & Demonstration: Show clients how to use the products properly during their appointment—this builds trust and confidence in the stylist or salon. 

SC: Some clients make the mistake of assuming the price is always lower on Amazon—how can stylists and salon owners approach these discussions in a way that builds trust and loyalty? 

DMJ: First, lead with education, not confrontation. Many clients don’t realize that professional hair products are often diverted on Amazon, meaning they may not be fresh, authentic, or even safe. Instead of saying, “Amazon isn’t trustworthy,” try, “I love that product too! Just a heads-up—Amazon isn’t always an authorized retailer, and I want to make sure you’re getting the freshest, salon-quality version. That’s why I stock it here, so you know it’s the real deal.” 

Additionally, highlight the value beyond just price: professional guidance, customized recommendations, and immediate availability. If they still want to compare, let them know you’re happy to match pricing or offer loyalty perks and exclusive in-salon promotions they won’t get online.  

SC: What advice would you give to stylists and salon owners who might feel overwhelmed by the idea of competing with big online retailers? 

DMJ: Shift your mindset—you’re not competing, you’re offering something they can’t. Amazon doesn’t have your expertise, your hands-on knowledge, or the trust your clients place in you. Focus on experience and education over just selling. 

Also, don’t feel like you have to reinvent the wheel. Leverage digital tools, create small, repeatable systems for retail conversations, and start with just one simple goal—maybe that’s recommending one product per client or setting up an easy loyalty program. Small, consistent efforts build long-term success. 

SC: Do you think that SalonInteractive is a useful tool for stylists and salon owners in today’s digital world? 

DMJ: Absolutely! SalonInteractive is a game-changer because it allows you to compete with online shopping instead of fighting against it. It gives salon professionals their own online store, where clients can order professional products directly—without the risk of diversion or counterfeit issues. 
 
The best part? You don’t have to carry a massive inventory, worry about fulfillment, or stress about shipping—SalonInteractive handles all of that while you still earn commission. It’s a perfect way to bridge the gap between salon retail and the convenience of online shopping. By integrating tools like SalonInteractive, you keep your clients connected to you, even when they’re buying online, and ensure they continue using the right products for their hair. 

Quick Retail Tips To Boost Your Competitive Edge 

• Leverage Monthly Sales and Promotions: Take advantage of SalonCentric’s exclusive deals and monthly promotions to stock up on inventory and pass those savings on to your clients. 
• Keep Signage Engaging and Enticing: Print customized sell-thru signage to create compelling in-salon promotions for your clients. 
• Rotate Retail Promotions Regularly: Keep retail offers fresh by updating your in-salon promos every month—this keeps clients engaged and excited about shopping at your salon. 
• Offer the Latest and Greatest Tools: With SalonInteractive, stylists can earn up to $75 commission on innovative styling tools like Bio Ionic hair dryers and L’Oréal Professionnel’s Air Light Pro. 

Next, explore SalonCentric’s Business Learning Tracks for expert guidance, strategies, and tools to help you boost retail sales and provide an in-salon experience that rivals online shopping. 

Header image credit: Courtesy of Daniel Mason-Jones (@danielmasonjones)

References: 

1. Commisso, D. (2024, June 26). Beauty brand shopping on Amazon - Top destination to shop. CivicScience.