According to Itan's 2025 Franchise Disclosure Document, franchisees must spend at least $5,000 on grand opening marketing activities. While Itan may recommend that a franchisee spend more than this minimum, based on their grand opening marketing plan and assessment of local market conditions, they cannot require it. This provides some flexibility for franchisees to manage their initial marketing expenses.

This initial marketing expenditure is separate from ongoing local marketing requirements. Franchisees must spend at least 2% of gross sales on local advertising each month, which Itan can increase to a maximum of 3.5% with 30 days' notice. The grand opening marketing expenditure does not count towards this ongoing local marketing commitment.

Itan also offers assistance in developing a marketing plan for the franchisee's salon, including the grand opening plan, and provides an initial supply of approved promotional materials. However, franchisees must obtain Itan's approval for any advertising and marketing materials they develop themselves, ensuring brand consistency. Franchisees are also restricted from creating their own websites or engaging in digital advertising, as Itan maintains a corporate website and a local webpage for each salon.