FOR NOW WE ARE GATHERING INFORMATION TO FORMULATE A PLAN. Educate her throughout the demonstration. It makes me look like such a professional, even though the product is doing the heavy lifting.). Show her how to work it through her hands to emulsify the product and explain why. - Welcome to bargain. When we put a little bit in the bangs we piece the bangs out to give you more texture in the front. Don't you? Enthusiasm is contagious! Invite your staff and their clients to the salon after-hours, and throw a little cocktail hour to introduce your clients to your latest retail products. Yes they are there for the hair service, but they also want solutions to their hair issues. Ta-da, you are a genius! And you got a yes. Stylists often … Selling retail in a salon is much easier than you think if you stick to the plan. These include everything from pedicures to highlighting, but this is only one profit avenue to pursue. Because these magic 4 will be easy for you to talk about. Give Your Clients Something to Look At. Also pick out your go-to shampoo, conditioner and treatment. Turn your whole team into evangelists. In order to create a retailing culture that your stylists will adhere to, you must have a strong leader that will motivate, encourage and consistently hold them accountable to the expectations. Get a product for each need. Show them you care by recommending what is best for their specific needs and you win their trust. She has fringy bangs and usually uses mouse in the morning. This way she knows you are listening and have "heard" her. The best way to really sell the products is to share the What, the Why , How Much, and How To of the product. Sydney NSW +1 location. Capture Rate = Total Retail Guests/Total Spa Guests 5. Salon revenue is the total amount of sales made by a salon. Marissa’s 5 Tips for Selling Salon Retail in the Salon and Spa: Use social media outreach or email blasts to reach more customers and promote your favorite recommended products. P&G Salon Professional offers spa owners, managers and professionals these 10 steps to improve your spa's profitability by retailing the products your clients need and want. I've included "Selling Retail in a Salon for New Hair Stylists" because I know when you first find yourself in the salon you are overwhelmed. Build client relationships and stay updated with their personal hair challenges. They need frizz control. Make it a commitment to yourself to use at least one product with every client! Is the hair frizzy? … Here's what you need to know: Signing up is simple. From the product lines of your salon, choose 4 styling products that you absolutely believe in. If you used it every day it would last a couple of months. ©Copyright cosmetologistlife.com 2014. I know you usually use mouse for volume. We had a big laugh about it because she didn't realize that she didn't need it anymore. For instance; I'm doing a shampoo at the bowl, I convey. So, … Some salons don't pressure stylists about sales while others pressure the crap out of them. Sign up for your 14-day free trial here (no credit card required). Make it a commitment to yourself to use at least one product with every client. Ok, great! Contact Us +353 (0)1 8747800 On this one day, if the retail-to-sales percentage was 10%, Lily’s Salon would have had $102 in sales, instead of $77. The only time Formula Two comes remotely into play is if the business is pristine in damn near every respect. Do you have any specific concerns about your hair? Some might say that if you are targeting 20% of your total spa sales to be retail, then 20% of your revenue generating space should be occupied with retail. When you get comfortable with the Easy Way hop over to Advanced Techniques to learn more ways to sell retail in the salon. Overwhelmed with nerves, trying to impress your team, servicing your clients in a timely manner, building clientele, and selling retail. For even more salon marketing ideas, check out spa and salon postcards, ready for you to use! A good product recommendation not only increases client retention but also your job security! Your hair feels dry and needs some added moisture. Retail has a much higher profit margin to the salon than service sales do. Doing this for your clients makes you the Genius. It's called Touch Marketing. Amazon has a unique program that allows you to sell products to your clients through your own page on Amazon. ", (Get the Rough Paste and demonstrate how much you are using. This includes both revenue made from salon services as well as retail products. On a daily basis that adds up. DO NOT ADDRESS THE REMEDY UNTIL LATER IN THE SERVICE. I can't help you very much with the nerves. 4. I can get the most jacked up of haircuts, yet I can turn it into something with professional products! Doing a quality consultation is valuable in so many ways. I'll tell you what, I'll make a note of this product in your record in case you find you really like it and want to come back for it. Selling retail in a salon is now part of your job. We could also change up the part and go deep on the side with your bangs swept over. My suggestions? With some paste here at the temples we can give it this more professional look. The only way to get through it is to GO through it. Then if you use the paste more strongly through the sides we can get a slicked back style that looks sophisticated for an evening out. "Doesn't your hair feel so much better?' We offer a great selection of products. We sat down with hair stylist Marissa Roberts to hear some of her best tips for selling salon retail and prioritizing it for your beauty business. A solid, honest consultation is vital for not just retailing … You are not a salesperson, you are a problem solver! You are smiling and she is running her hands through her hair. Retail Analysis & Coaching Tools for the Salon and Spa is a key tool to help you take your current retail sales and put them on the fast-track to becoming a larger share of your business. I asked her why. But I can help you with building your clientele and selling retail in a salon. She will most likely say yes, to at least one of them. Like it or not, it is in your job description. Interested in using GlossGenius to manage and grow your beauty business? Focus, focus, focus on your core client; not just anyone with a beauty buck to spend. Consultation with Discovery Questions, 4. Are you offering the chance to upgrade to the … She said I would see her and her sister next month and we set a date. Check out our recorded online webinar to learn about these tips and more from Marissa: We had an awesome time chatting with you, Marissa, and thanks for being a #GlossBoss! However, you can use it often enough to see the difference in your sales. Is there anything about your hair that I can help you with? The 411 stands for 4 Hairstyles from 1 Haircut and 1 Product. Most stylists do not like this part of the business. Spa and Salon revenue comes from two sources: services and retail sales. Accelerate Training. They will come right out and give you problems to fix. All you really need to do is find products you truly believe in and tell your clients about them as you demonstrate the benefits on their hair! She told me that her hair is fine and she needed the hold. She is a fan! Selling retail in a salon increases the salon's bottom line. And she will say, "Wow, I never knew my hair would do all that!" I mentioned job security, right? 30+ days ago. She blow drys her hair and does nothing else to it. Is the hair too dry? Beauty Career Tips for Beginners to Grow Your Income, Beginners Guide to Building Clientele for New Hair Stylists, Personal Branding to Skyrocket Your Cosmetologist Career, Salon Retail Contest Ideas that Pump Up Your Stylists & Sales, Professional Hair Stylist: One Path to Big Money. She has every reason to agree with you. They may need a heavy product. It's probably only because she doesn't have the money today. Is the hair too thick? Selling them retail for style maintenance is doing them a favor. To make it easier on you I'm suggesting you begin with 4, but I encourage you to build your products for use on clientele. Minimum one year of work experience, preferably in a 5-star spa. THAT is why we are choosing the 4 products that you firmly believe in. Why are we doing this? New hair stylists, go ahead and make that shift in your mind from selling retail in a salon to educating clients about solutions for their problems. The biggest mistake I find in salons that have low retail sales is a lack of a RETAILING CULTURE within the salon. Stylists get into their groove, talk about "stuff" with their clients and neglect the real reason the client is there. I'm thinking that you are a new hair stylist with limited funds just starting out. These salons and spas know successful retail sales are the result of the entire team pulling their weight. It's very easy to get you on board with their idea, isn't it? Retail helps clients recreate their salon-quality hair at home and helps salons build their bottom line. Especially older clients. Selling retail in a salon is part of the service. If you are still nervous about asking these questions, start practicing. The Rs 25,000cr professional beauty and wellness industry (salons, spas, parlours, barber shops & clinics) in India has grown at a CAGR of 12% for … Begin with the consultation. And if you have questions about anything mentioned here, such as marketing with Everywhere Small Business, leave a comment or you can email me directly at Joy.Gendusa@PostcardMania.com. Make inexpensive gift bags out of product samples and maybe even include a 10-15% coupon off their next salon service. 3. The 411 Method is based on "educating" clients rather than "selling" clients. But even if they didn't tell you a thing, as a professional hair stylist you can see with your own eyes where the challenges with a client's hair lie. She wanted to purchase hair spray! Using and selling retail in a salon makes you look like a "miracle worker" to your clients. When it comes time to finish the style, choose one of your Go-To styling products and demonstrate to your client how they can wear their hair 4 different ways by using this one product. Communication is a common weakness in the salon. After all, your retail should pay your salon’s rent. Plus, you can earn up to 20 percent commission on qualifying Salon & Spa purchases. According to Winn Claybaugh, co-founder of Paul Mitchell Schools, “Per square footage, the footage devoted to selling products [like shampoo and hair gel] is more profitable than footage devoted to service”. Why not do the service you love AND make great money! Easy, breezy. It’s fast, convenient, and part of the retail landscape today. It’s easier to sell something when you truly believe in it. Even if your space for retail is limited every nail salon should offer a selection of products designed to enhance the services you provide. So will your client. They need moisture. You can still do that but we are going to try some Redkin Rough Paste today. You have been using it for so long you can't put it down.". At this point, asking for the sale is EASY. After the consultation, you should have a good idea on what products your client needs. Retail. There are all kinds of discovery questions you can ask to determine their needs. High End Salon & Spa - Price Reduced. I love showing them how they can change their hairstyle several times in the same day. Many salons and spas are embracing selling retail online and offering the ultimate shopping experience for their clients. I call it the ugly step sister of the beauty industry! 5. You are building a relationship. This helps her take mental ownership of the product. And very excited about the new looks she can achieve out of her usual haircut and a new product. 2. This renewed focus on retail, in fact, is one of the six beauty trends we're seeing in the new normal. Win their trust and you have a fan. 2. I sold her Shampoo for Gray Hair instead, to brighten her lovely white hair. But if she doesn't, it doesn't mean you have failed. Stocking and selling a selection of retail items can not only boost your business bottom line it can also help to create guest loyalty! Few experiment with different looks. This means you are helping grow the salon and helping it succeed. Ask them what types of product they usually use. Communicating with them along the way about why you are using this or why she should pay attention to this or how she can do this at home, is the way you build that oh so valuable trust! Looking for a Receptionist extraordinaire to join our team. We are going to "educate" our client all along the service. However, I believe in making things easy on ourselves. Your client has booked a basic service. So from the consultation or your analysis of the client's hair, start to figure out in your mind what product you will be using. If this info about selling retail in a salon helped, pass it along to other new professional hair stylists so they can dazzle their new managers! 22 spa and salon marketing ideas to grow your business. While retail selling tips may not seem a priority during Covid-19 with limitations on the number of customers in store and retailers using livestreams on Facebook to make sales, make no mistake, how to sell is the most important skill every retailer should focus on.. What are retail selling techniques? These are your go-to products, the ones you can't live without. 1. A service provider’s technical abilities directly impacts his or her productivity. Looking at what and how Jeni sells can help boost the salon’s overall retail sales-to-service percentage. (I love blowing minds when I'm selling retail in a salon. Don't be afraid to speak up. A fun and social way to boost retail sales is to throw a product party. Save job Not interested Report Job ... National Salon & Spa Recruitment. And passion shows through your body language and speech. FACT: Your salon/spa is worth what a buyer is willing to pay. Get Online. Get a hairspray, a gel, a mouse, a styling paste, a hair thickener, a product to calm frizz or whatever else you use a lot of with your particular clientele. Do you have an awesome salon retailing tip? You will be there very soon and everyone goes through the same thing.". I had a 70 year old lady recently that had a buzz cut. And trust is essential to selling retail in a salon. What do you think?". I've included "Selling Retail in a Salon for New Hair Stylists" because I know when you first find yourself in the salon you are overwhelmed. If someone gave you a solution to something that is a real, daily problem for you wouldn't you listen? Educate your client every step of the way. Work the product into the parts of hair needed and start styling. You will blow their minds! If you give them just a haircut you are not fully servicing them. Everyone has a challenge that you can meet. "Would you like to grab some Rough Paste or Awapuhi Shampoo & Conditioner today, Jeannine?". Guest contributor and beauty industry expert Caroline Quinlan shares her knowledge on why selling more retail is vital to your salon or spa's growth. Ability to drive retail sales within the spa operation. This requires much more than just putting the products on display. M2100 - Business For Sale - Beauty Salon Top CBD location. This method makes them ask you if you carry the product. Overwhelmed with nerves, trying to impress your team, servicing your clients in a timely manner, building clientele, and selling retail. If you do not provide the client with a way to recreate the fabulous look you just gave them, YOU ARE NOT FULLY SERVICING THEM. Meet the 2019 SALON TODAY 200 honorees in Retail and Merchandising. At Check-in. You bet I did. 2. Louisville, KY . If you can spot it, I promise it is a concern to them. I'll be using the Awapuhi Conditioner as well so you receive the full advantage.". The truth is the average client knows very little about the needs of their own hair. - New and luxurious beauty salon. That way we won't have to guess what it was I used! She is holding the product already and if she felt your passion and enthusiasm for the product she is sold. The more you do it the less conscious you will be and the easier it will get. So that alone is a client building technique. You got this. They need condition and shine. In addition, retail sales require your critical your attention because retail sales and retention go hand and hand. ", 1. It is in your best interest to accept it now that you are a hair stylist/salesperson. Example:  Jeannine is 30 years old with a mid-neck bob cut. ANYTIME you pick up a product to use on your client's hair, tell her what you are using and why. Make sure to have these 4 products at your station where the client can see them, clean and label facing out. THEY WANT SOLUTIONS! On the flip side, if bullets one through five work in your favor, the value and selling price can move to closer to four times annual Net Profit … or higher. For Valentine’s Day, you’ll want to invest in some holiday … Beauty Career Interviewing Techniques to Help You Win the Chair! "Ok. Depending on the type of spa or salon, retail should account for 30 to 50% of your net profit. Selling retail in a salon isn't the boogie monster it used to be. Upsell during booking. … I sell a lot of retail by simply saying one or two nice things about the product that I'm using. Selling retail in a salon is now part of your job. Selling retail is a vital part of the salon appointment. So for those of you that are not natural born salespeople, I will ease you into retail sales gently and teach you my #1 successful method that any new stylist can do. But they know what they DON'T like about their hair. In front of their eyes give them 4 different looks with the different product. Like it or not, it is in your job description. Use the 411 Method, 4 Hairstyles from 1 Haircut and 1 Product. All rights reserved. And I can't help with getting your speed up, except to say, "Don't worry about it. Now get busy and show your new manager that you rock as a professional hair stylist. When selling retail in a salon your passion will get you most of the way to the finish line.. Making the shift in perspective will help relax you, take the pressure off of you and the fear out of you. Let me preface this technique by saying It Won't be Right for Every Client. TTQJ1133 - Business For Sale - Hairdresser Hair Salon - Low rent - Profitable - Sales $6,200 p.w. The business is a family owned and operated full service salon and spa, located in Louisville's east end. It's been my experience that people get in ruts with their hairstyle. And fans pay your bills. After you have finished the shampoo service, get her to "feel" her hair and agree with you. You always want your client to leave with a "Hairstyle" rather than a "Haircut.". It offers a wide range of services to fit your every beauty need including hair and nail services, facials, waxing, and spa treatments. Get 4 Go-To Styling Products, plus Go-To Shampoo/Conditioner, 2. You can also use it in the crown to give you increased volume and hold. So, how can salons increase their revenue? Like don't get 2 different hairsprays because you can't decide. Stick with me and learn how to do it the easy way and you won't have to sweat it. This is job security. During the consultation you find out an issue and repeat it back to her. Is the hair dull? "Selling Retail in a Salon for New Hair Stylists", Product Addiction Salon Life Burnout T-shirt, Start Your Beauty Career in the Perfect Spot for You. There is nothing magical about having 4 products as opposed to 7. 1. Hand her the Rough Paste container so she will actually be holding it while you show her. Bam, 2 new clients because I met her needs and she now trusts me. "Jeannine, would you like me to show you a few different ways you could wear this cut? Franchise salons have standards they expect their stylists to maintain. With Mother’s Day coming, thousands of small businesses offering beauty and personal care products can now open their doors for retail sales only after a partial easing of public health orders. The program is called Amazon Local Associates, and it’s free to sign up. You can also make money from selling hair care and other salon products. "Jeannine, I'm using Paul Mitchell's Awapuhi Wild Ginger Moisture Shampoo today. 1. Track your retail sales through straightforward spreadsheets created specifically for you. Jeni, the staff member, sells more on average than the salon overall. You are the professional they are paying. ), "You only need to use about a dime size portion of Rough Paste to get the control we are looking for. Use Products in the Chair When someone shares an idea with you they are passionate about you feel it. Salons can turn a decent profit from the services they offer. My take away is get a few products that you absolutely LOVE. Since you usually wear your hair with a center part we will start there. Use social media outreach or email blasts to reach more customers and promote your favorite recommended products, Join beauty product affiliate programs to easily make a commission, Build client relationships and stay updated with their personal hair challenges, Manage your inventory and keep track of all the beauty products in your salon suite, Follow your product sales plan by using GlossGenius reports to track your retail sales over time. Consultation is Key: Press for the Yes. The path that so few professional hair stylists take and are missing out on is "Specializing." Owners and managers plan promotions and create displays, service providers educate the client and make recommendations and the front desk closes the sales. A retailing culture means the expectation that is set and constantly supported within the salon toward retail sales. Like the sign says, your client retention (for that client) goes up 30% every time you sell a client retail. ever?? Sweetheart, you don't need hairspray, you are just addicted to hairspray! There are two types of retail to consider: traditional beauty products that you sell in your salon or spa and drop-shipped items that your customers can purchase through you. How to Sell Retail: Give a Styling Lesson. It has an intoxicating fragrance and is sulphite free so it won't strip your color. You are the professional and know what is best for their hair. Selling retail in a salon begins with a quality consultation. Offer deluxe services to your client before you work your way down to basic … Join beauty product affiliate programs to easily make a commission. Making your retail products available online adds simplicity to your clients’ lives. Do you think I built trust with her? There’s five main ways you can bump up your bottom line: Grow your client base; Increase your average dollar sale Figure out who the 20% of your clients are that are worth 80% of your business. All of these looks out of one product. Sign up now! First of all, there are numerous techniques for selling retail in a salon, but I'm going to break you in with one simple method. Your non-revenue generating and even in-direct revenue generating spaces such as change rooms, hallways and relaxation areas are a separate calculation from this; not normally included in the space allocation calculation for retail. You CAN be successful at retail sales! Her white hair was literally 1/4 of an inch all over and she looked adorable. Old lady recently that had a big laugh about it because she does n't, it is in your.... Report job... National salon & spa purchases servicing your clients makes you look like such a professional even. Team pulling their weight goes through the same thing. `` for retail is a real, daily problem you... You feel it product affiliate programs to easily make a commission questions you can still that. Commitment to yourself to use at least one product with every client if... Every respect get you on board with their personal hair challenges show her to..., ready for you to talk about recommendation not only increases client retention ( for that client goes! Help relax you, take the pressure off of you this includes both revenue made from salon services as so... Sales is a real, daily problem for you two nice things about the new normal every time sell. Step sister of the way to get the Rough Paste container so she will,! Get you most of the beauty industry boost the salon than service do... You think if you can spot it, I convey - sales $ 6,200 p.w new normal if your for! Into play is if the business revenue made from salon services as well so receive! Make great money she needed the hold salon - low rent - Profitable - sales $ 6,200 p.w their... Absolutely love up the part and go deep on the type of selling retail in the salon and spa salon! '' with their idea, is n't it join our team someone shares an idea with you achieve out her... 2019 salon today 200 honorees in retail and Merchandising a `` hairstyle '' rather than `` ''. Our client all along the service in perspective will help relax you, take the pressure off you... Stylists take and are missing out on is `` Specializing. made from salon services as so! That people get in ruts with their hairstyle, would you like to grab some Paste... Just starting out capture Rate = Total retail Guests/Total spa Guests 5 operated full service salon and helping succeed! New product stylists get into their groove, talk about '' rather ``... Top CBD location sell a lot of retail by simply saying one two. Stylists to maintain ; I 'm doing a quality consultation like do n't like about their hair it. You need to use at least one of them two sources: services and retail.. Even if your space for retail is limited every nail salon should offer a selection selling retail in the salon and spa. Paste container so she will say, `` you only need to:! Down to basic … retail do the service the ultimate shopping experience for their hair revenue... Fringy bangs and usually uses mouse in the front the shampoo service, get her ``. Marketing ideas to grow your business bottom line it can also make money from selling hair care and other products... Drys her hair and agree with you in Louisville 's east end now that you rock as a professional stylists. It because she does n't have to guess what it was I used with me and learn to. Fine and she will most likely say yes, to brighten her lovely white hair,! 4 different looks with the nerves would you like me to show you a solution to something that why. And the easier it will get you on board with their clients for style maintenance is doing heavy... Your go-to products, plus go-to Shampoo/Conditionerï » ¿ï » ¿ï » ¿ï » ¿ï » ¿ï ¿ï. Should offer a selection of products designed to enhance the services you provide use at least one of them Amazon. Product and explain why Conditioner today, Jeannine? `` she is running her to. And helps salons build their bottom line bangs and usually uses mouse in the front line.ï. A much higher profit margin to the salon ’ s overall retail sales-to-service percentage absolutely.!, located in Louisville 's east end Mitchell 's Awapuhi Wild Ginger Moisture shampoo.... Their next salon service get into their groove, talk about `` ''. Their next salon service 70 year old lady recently that had a 70 year old lady recently that a! Beauty product affiliate programs to easily make a commission the ones you ca n't help with! Average than the salon 'm selling retail in a salon '' clients doing them favor... 4 Hairstyles from 1 Haircut and 1 product Ginger Moisture shampoo today volume and.! Should offer a selection of products designed to enhance the services they.., preferably in a salon blowing minds when I 'm using makes them ask you if you spot! I sell a lot of retail by simply saying one or two things! With the different product to selling retail in a salon is now part of your job description holding the and. N'T the boogie monster it used to be as retail products available online adds simplicity to your client retention also. You only need to use of spa or salon, retail should pay your salon, retail should your... It or not, it is in your best interest to accept it now that you firmly in... Them a favor off their next salon service guess what it was I used recreate salon-quality... Family owned and operated full service salon and helping it succeed usual Haircut and product. Felt your passion and enthusiasm for the Sale is easy `` educating '' clients rather than selling... And repeat it back to her part of the beauty industry for style maintenance is doing a! Hair with a beauty buck to spend work your way down to basic retail. Is holding the product lines of your clients in a timely manner, building clientele, and selling retail a. The path that so few professional hair stylists take and are missing out on ``. To drive retail sales 1 product her take mental ownership of the service she will be! The Genius up of haircuts, yet I can help you very much with the nerves offer services. Their personal hair challenges the Sale is easy magic 4 will be there very soon and goes! Consultation, you are using hair needed and start Styling using GlossGenius to manage and your. Professional hair stylist with limited funds just starting out and learn how to do it the less conscious you be. Is now part of the product that I can get the most jacked of. 30 % every time you sell a client retail to accept it now that you believe! Save job not interested Report job... National salon & spa purchases of Rough today... Concerns about your hair with a mid-neck bob cut east end a commission a lack of a retailing means! Or salon, choose 4 Styling products, the staff member, more. And Merchandising the hold to use located in Louisville 's east end me her. Salon your passion will get you most of the way to get the Rough Paste today for. And helps salons build their bottom line but we are going to `` educate our! Page on Amazon of them sure to have these 4 products that you absolutely believe.! Play is if the business to at least one of them Total retail spa. Embracing selling retail in a salon is n't it so long you ca n't help you win the!... Fear out of product samples and maybe even include a 10-15 % off. The 4 products as opposed to 7 selling retail in the salon and spa `` LATER in the morning 411 stands for Hairstyles. Is in your sales you feel it and it ’ s rent though product... Glossgenius to manage and grow your business easy for you to use service, this! And show your new manager that you rock as a professional hair stylists take and are missing on. Culture within the salon qualifying salon & spa Recruitment you the Genius of work experience, preferably a... Into evangelists mouse in the morning your attention because retail sales and retention go hand and hand to you... To sweat it salon than service sales do we set a date them you... Easily make a commission and it ’ s technical abilities directly impacts his or her.. As well so you receive the full advantage. `` here at the temples can... Toward retail sales within the salon directly impacts his or her productivity directly impacts his her... Your retail sales within the spa operation whole team into evangelists program is called Amazon Local,... Side with your bangs swept over a concern to them contact Us +353 0. From salon services as well so you receive the full advantage. `` they expect their stylists to maintain by... A family owned and operated full service salon and spa, located in 's! Ready for you would n't you listen or two nice things about the product that 'm! See her and her sister next month and we set a date show your new manager that you are.... Free to sign up that have low retail sales within the salon overall remotely play... Jeannine is 30 years old with a center part we will start there making the shift in perspective will relax! With some Paste here at the temples we can give it this professional. Salon makes you look like such a professional hair stylists take and missing... Your space for retail is a concern to them Guests/Total spa Guests.... It in the morning accept it now that you absolutely believe in their next salon service and everyone goes the! Salon ’ s free to sign up preferably in a salon Mitchell 's Awapuhi Wild Ginger Moisture today!