Knowing what’s new in hair fashion, like the latest inspiring and
motivating Wella TrendVision collection, is the fun part of being a
salon professional. But how do you convert fashion looks into added
business for your salon?
While P&G Salon Professional partner salons have their fingers on the pulse of fashion, they also know how to convert runway looks into solid service and retail sales. Here, several share ideas for turning fashion into cash and pleasing clients along the way!
Eva Scrivo, Wella color spokesperson and NYC salon owner suggests: “Razor cutting is great for removing weight and adding more movement and versatility to hair styles. When done correctly, it can also help hair grow out more beautifully because the line is softer than when scissors are used.”
Nick Arrojo, ARROJO Studio, NYC: “I see lots of curl, texture and volume, volume, volume on the horizon. Expanded shapes with color blocking techniques offer a totally new approach to hair for the future. Texture and movement are strong, but must be done with precision and fragility. My clients love these types of cuts and I think yours will too.”
Janine Jarman, Sebastian Design Team and owner, Hairroin Salon, Hollywood, CA: “For cuts in 2010 we are seeing a throw back to early Sassoon looks with clean, crisp lines. Some of our hipper Hollywood clients are trying a mix of severe lengths—all in one cut—like shaved sides with a long back.”
John Gialluisi, Mario Tricoci Salons & Day Spas, Chicago, IL: “We see freer styles, not as strong as last year, which bring clients in more frequently. We are creating texture with waves and using irons for a more glamorous look. Plus, shorter styles create repeat-business and referrals.”
Hair Color Trends in 2010
Eva Scrivo: “The use of demipermanent color and glazes like Wella Color Touch Relights is great for extending the time between highlights. These services provide the hair with relief from over-coloring and add great dimension and shine.”
Janine Jarman: “We are seeing a lot more natural colors and natural looking color placement. Baliage techniques (hand painted highlights) are huge in the salon right now and I think will be even bigger when summer approaches. It requires staff training but commands a higher service price.”
John Gialluisi: “I like Sebastian Cellophanes for hair that shimmers with exceptional glossiness. The shine and shimmer does not waver. Cellophanes is a very strong service for our salons and the perfect value-added service for clients.”
Christopher and Sonya Dove, The Doves Studio, Santa Monica, CA. “As clients change their wardrobe from winter to spring, they will also want to brighten up hair color that may have lost shine over the winter. We believe Wella Color Touch is a great tool for any hairdresser to use to glaze over natural tones or pre-lightened hair. The benefits to the client are a glossy, richer looking color while the salon benefits from selling a quick, add-on service.”
Salon Retail Strategies that Work
Eva Scrivo: “Educating your clients about the importance of protecting the investment they make in their hair with appropriate products for home use is very important and when done effectively boosts salon retail sales. We teach all our clients about the benefits of Wella System Professionals Shampoo and Conditioner.”
Nick Arrojo: “Right now, retail is the missed opportunity. Teamwork is the most critical way to build your own salon business. My team is, and always will be, essential to my success. Work with your manufacturer as a partner not a supplier. Build on that partnership for your mutual benefit. We need to be educators for our clients and talk to them about the products they need. Trying to think of yourself or your staff as salespeople will never work.”
Janine Jarman: “Healthy hair is a must! We will continue our focus on retailing lots of treatments, replenishing shampoos and conditioners like Drenched by Sebastian. Products that give weightless texture and matte finishes, like Sebastian’s Whipped Crème, will be big for Spring/Summer.”
John Gialluisi: “Our clients will want glamorous products that create instant volume. We believe in having options at various price-points to satisfy the needs and socio-economic situation of all our guests in these tough times. When it comes to retailing products, one size (or brand) certainly does not fit all! Your team must be kept up to date on the benefits of every product on your retail shelves.”
One Final Tip: Use the P&G Salon Professional website as a trusted resource. Sign up for e-mails that will keep you on top of your fashion game in 2010. Ask your P&G Salon Professional sales representative about educational opportunities to help build your fashion sense and your business.