Hair industry stalwart, Price Attack held its national conference from August 10-14 at the Marriott Resort and Spa on the Gold Coast. 34 key suppliers joined the 140 Price Attack franchisees to share in the brand’s renewed image spurred by the first of the revamped Price Attack image at Brisbane’s Broadway store.

Binning the old slogan, “You know value, we know hair,”Price Attack has reinforced its reputation as a go to for any hair need by donning the new corporate and consumer image, “The Authority in Hair.” The four day conference united some of the industry’s leading suppliers – positively poised for a successful future with the Price Attack brand and manifesting a diary entry not to be missed by any supplier serious about their commitment to hair. The unseasonably warm weather kicked off a night to remember at the Beach Party, where leading suppliers including Wella Professionals, L’Oreal Professionnel, De Lorenzo, Fudge, Joico, PPS, Nak, Nioxin and Schwarzkopf relished in the opportunity to socialise with their key clients and celebrate a relationship built on mutual success and growth.

“As a group we have invested a significant amount of time and energy into the development of the new Price Attack brand identity. Our customers have been crying out for a shopping experience which maintains all the hallmarks of the Price Attack business (value, range and advice), presented in a more fashionable, customer-friendly environment,” said Price Attack owner and Director, Barry Jarred.

“We need to take the next step with the brand if we are to solidify our position as “the authority in hair”. With 5 new sites scheduled for the remainder of 2009, and a significant number of refurbishments, we are certainly on the right track,” he said.

The group then provided an Expo day where more major haircare companies than Hair Expo provided an opportunity for the franchisees to purchase limited edition packages, promotions and network face to face with their suppliers.

Wednesday saw all franchisees pile onto buses for a surprise trip to the first of the new look stores – Price Attack Broadway on Brisbane’s Queen street Mall. Franchisees toasted to the new design while expressing their overwhelming approval of the fresh new look. The night was capped off with an elegant event at Sirromet Winery in the Gold Coast hinterland hosted by Schwarzkopf Professional.

Throughout Thursday delegates were entertained by the insightful guest speaker – Malcolm McLeod who instigated workshops to assist franchisees in growing their business and gain invaluable knowledge on topics such as managing cash flow, turning customer complaints into increased sales and maximising the benefits of loyalty programs.

Topping it all was Thursday night’s Cirque De Soleil themed gala dinner and awards extravaganza. Both the pre-dinner drinks and entrance to the ballroom was a ‘big top’ of entertainment – guests were enthralled by magicians, contortionists, acrobats and an aerialist amazing the audience with her climbing skills.

The fun affair was proudly sponsored by Wella Professionals who put on a polished show featuring key trends for the upcoming year, based around Wella’s Personalised trends and the Trend Vision competition themes; De Lush, Itersexion, Virtual Life and Utopia. Dancers and stunning models aided the ‘good time’ feel of the room.

Price Attack also recognised some of its star performer franchisees – awarding cheques for $1,500 to Anita and Andy from Price Attack Cairns and Barry and Brenda from Price Attack Albury for winning the Move The Needle award. This award honours stores who have dramatically improved from their previous position. Karen Western of Price Attack Carousel took out the People Development Award. Lastly, a cheque was awarded to Greig and Katrina Bishop from Price Attack Marion for winning Franchisee of the Year.

Six piece band Hot Sauce entertained guests long after the formalities drew to a close – many whom hit the Marriott bar afterwards for a circus of shots, cocktails and mixers which flowed and spilled into the wee hours of the morning. With the effects of a big night looming the next morning, one thing was clear to all in attendance – Price Attack is undoubtedly ‘the authority in hair’.