Keratin proves its staying power with new income-building opportunities for stylists.
click image to zoom“Huge multicultural marketing opportunities exist to target smoothers to clients who want to keep curl or wave but are looking for more definition and less frizz.” —Michelle Breyer, President, TextureMedia Originally associated only with super-smoothing in-salon treatments, keratin is spreading its wings! A protein found naturally in the hair, keratin is being tapped for multiple applications. This is keratin’s time to shine, and you can catch the glow with ticket-building services and products.
“The gentler keratin formulas becoming popular now are delivering not-so-drastic results,” says Michelle Breyer, president of TextureMedia. “Huge multicultural marketing opportunities exist to target smoothers to clients who want to keep curl or wave but are looking for more definition and less frizz.”
Today’s treatments, which last about five months, primarily control unruly, textured hair, agrees Sherri Jessee, 2013 NAHA Editorial Stylist of the Year. “This next generation in smoothing products offers safe formulas that reduce frizz,” Jessee says. “Rather than making hair poker-straight, keratin treatments leave hair smoother and noticeably softer for silky waves or frizz-free, bouncy curls.”
To build income quickly, Jessee suggests training junior stylists to perform the typically two-hour keratin service. “Clients are willing to pay a good price for the service,” Jessee says.
Keratin and other smoothing services always had the potential to simply tame curl rather than eliminate it, according to Franco Della Grazia, Matrix Global Artist and Texture Ambassador, and leading stylist at the two Cutler Salon locations in New York City.
“Hair treated with chemical smoothing formulas was flat only because people were flattening it,” Della Grazia says. “People would iron it—that was all they knew how to do.”
As curly looks grew in demand and formulas became more curl-friendly, stylists and clients began to explore alternatives to ironing.
“These services are meant to smooth down the cuticle surface, not to flatten the hair so you can’t get movement,” Della Grazia continues. “It’s important to find out what clients are trying to achieve and then offer them something that will shorten their styling time to get the look they want. Let them know that they can have smooth body and bounce.”