Beauty Media Network, an innovative new network of digital advertising and information screens, has been launched to reach busy, elusive, big-spending women in their native habitat–salons and spas.

Based in Atlanta, GA, Beauty Media Network (BMN) has started lighting up large video display screens in some of that city’s top hair and nail salons, and spas. The initial footprint of 25 locations will be expanded within one year to approximately 250 venues, followed by regional and national expansion.

“We put beauty product messaging in front of hard-to-reach 18 to 54-year-old women at the best moment possible, when they slow down long enough to focus on themselves,” explains Allen Cones, BMN’s founder.

“We engage, inform and entertain women who reliably invest 90-180 minutes of their precious time to look and feel good,” adds Cones, whose company, Blend Media, develops and delivers regularly refreshed video programming on HD LCD screens located in the busiest parts of upscale salons and spas.

BMN programming is tailored to appeal to salon and spa clients, and drive both awareness and sales of products and services available in the shop or at nearby stores. BMN is focused primarily on salons and spas that have large African-American customer bases, since the black hair and beauty product industry is so active.

Black hair care products are expected to generate $154 million in 2010, estimates Mintel, the Chicago-based market research firm. African-American women spend 80 per cent more on cosmetics, including hair care products, than other ethnicity, reports a 2009 study in Essence magazine. The Design Essentials hair-care company last year reported that African-American women spend about $55 on every salon visit, and pay nearly double for a hair treatment or service than other ethnic groups.

“This is a very active, very competitive sector and there are countless small to mid-sized companies that have great products aimed specifically at this audience,” says Cones. “No other medium can get these emerging brands the kind of focused quality time that we offer.”

Blend Media puts one or several flat panel displays in salons and spas that meet its audience and location criteria. It uses digital signage content scheduling and management software to deliver content programming and targeted advertising over the Internet.

The first BMN venues are already operating, and Blend plans to have the balance of the initial network completed within the next quarter.