Why do Your Clients Color?

After attending a bevy of beauty shows this spring, I feel more educated than ever on the business of hair color and new color trends. Between color-care products, new highlighting techniques and improved technology, it seems color is everywhere and everyone is doing it.

But IS everyone doing it? Obviously, walking around a show floor, finding a stylist without any color in her hair is going to be impossible, but what about the average working woman? What is she up to when it comes to color?

Decades of Shades

I decided to do a very unscientific study of the hair color of the women in my office. I questioned these ladies about their coloring habits and came up with these results, which I found to be a fairly good representation of most women I know.

Age bracket—20s: The women in this age bracket don’t necessarily need hair color, but they want it! They are experimental and willing to try something new, whether it’s a totally different shade or a bold streak. I’ve seen everything in my office from jet black with purple streaks to an all-over, flattering deep red. These 20-somethings have hair that’s in great shape and they’re willing to try just about anything. Take advantage of these clients when you are itching to try out a new shade or technique. They’ll be the most willing to give something that’s slightly avant garde a try.

Age bracket—30s: This age group isn’t totally focused on gray coverage—yet. But they are noticing a certain dullness to their color that used to be vibrant. I’m seeing these ladies (including myself) turn to subtle highlighting and lowlighting to brighten up dull strands. They may go lighter in summer and darker in winter, but overall, most of them are sticking fairly close to their natural shade. Make sure you steer this group toward highlighting services, rather than single process. They will be happier with the results and you will be happier with the service ticket.

Age bracket—40s +: These women are all about covering up the gray! They are in the salon every four to five weeks for touch ups and would go every three weeks if they could. They’re also looking for strategies to camouflage gray. Suggest a more textured hair cut or a few highlights in dark hair to help them out. They are your best, most reliable, customers—treat them like gold!

Think about the clients who come to your salon. Are you marketing the right services and products to them? Study this special color issue of MODERN for tips and techniques on all things color, and get inspired to bring new life and add more dollars to your color business.