Hair color company and salon owner Madison Reed has enhanced its membership program to include additional tiers and new loyalty perks.
The Limitless Membership now consists of four tiers, adding onto existing memberships for both at-home and Hair Color Bar clients, according to a press release shared with Retail Dive.
Membership tiers include the free Limitless Premier and the $42 a year Limitless Plus options for those who color at home. Two monthly memberships are available for those who use Madison Reed's Hair Color Bars: a Limitless Pro membership starting at $40, which gives customers one root service every six weeks and a Limitless Pro+ tier starting at $65 for unlimited root services. Membership costs vary based on Hair Color Bar location.
While the brand already had membership options for customers, the new program adds new levels and loyalty perks. Perks vary by tier, but can include $10 in rewards for every $150 spent, 20% off all services, 10% off products, free root touchups and the flexibility to use the membership at any Hair Color Bar location.
The decision to expand its memberships and add on loyalty came from customer feedback, according to founder and CEO Amy Errett.
“We did a bunch of testing. We did a bunch of talking to our customers,” Errett told Retail Dive. “We gathered feedback so all the perks and benefits are really sort of mandated by what our customers told us they wanted ... What we're seeing is that there is a massive desire for even those people that color their hair or at home to at least try a Hair Color Bar.”
Madison Reed expanded the physical footprint of its Hair Color Bars last year, where customers can get their hair colored by a professional using the brand’s products. Madison Reed also sells its hair color products online for DIY clients with help from a questionnaire. In May, the brand raised $33 million in new financing that would help it reach 80 Hair Color Bars by the end of the year. At the time, it had about 60 locations, but it now has over 85 with plans to keep growing.
The company aims to reach 95 opened Hair Color Bars by the end of 2023, with Errett saying the brand is already starting to sign leases for 2024 locations as well. The bars are meant to offer high-quality color and service at a better price for busy consumers while providing clients the information needed to still do it themselves — an experience that may be offered globally in the future.
“There's no doubt in my mind that we have what customers want, desire and need,” Errett said. “That includes our Hair Color Bars which have a unique value proposition: save time, save money, better ingredients, full disclosure of what your shade is and the ability to go anywhere ... This business can be global in addition to just where we are in North America.”
Clarification: This story has been updated with information about pricing for Hair Color Bar memberships.
