You can play up glamour for men at this time of year,” says Jim Roberts, director of education and shows at BabylissPRO. “Pair a good cut with a tux or nice suit, and guys are ready for the holidays. The Mad Men looks are still very much on trend.”
Trends of the Season
1. Volume on top. You can tell guys are excited about a look when they actually ask for it! The problem is when they ask too late. Men will have to plan now if they want to show up at holiday time wearing the newly popular look that’s longer on top, shorter on the sides and parted. “It takes three or four appointments to achieve this look,” Roberts says. “Always think ahead when you’re going to transition a style.”
2. Beards are big! “Beard and moustache wax has reappeared on the UK market to meet client demand for professional grooming services,” reports Deborah Blake, founder of Curlformers and owner of Shirley Valentine Salon in Manchester, England. “Styling and shave products for men can make a significant contribution to your retail business.” In the U.S., the resurgence of facial hair—not just scruff—has been celebrity-driven, according to Bill Kochanski, brand manager for Woody’s. “Duck Dynasty is not our customer,” Kochanski says. “Ours is the guy who wants to use facial hair to stand out and make a statement, so we came up with a new generation of products that address it all—a little goatee, a van dyke or a beard-and-moustache combination.”
3. Healthy scalps. Men are beginning to understand that fuller, thicker hair begins with a properly cared-for scalp, and they’re willing to do what it takes. Introduce them to products like Malibu C cleansers and conditioners, Biolage Scalpthérapie from Matrix, American Crew’s Boost Powder for fullness and Nioxin’s Holiday Duos or DiaMax for instant fullness that can last up to eight hours. “DiaMax has instantly boosted my salon’s revenue,” says Nioxin Design Team Stylist Diane Cole Stevens.
4. Fragrance. Guys don’t want to smell like they just left the gym! Carrying a scent like American Crew’s Nine lets men know that you’re considering their full grooming needs.
Excerpted from MODERN SALON HOLIDAY 2014, an exclusive custom edition with CosmoProf and Armstrong McCall to help salon pros plan and grow holiday business. See the complete digital edition at modernsalon.com/holiday.
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