Men have had a growingly keen eye for how they want their hair to look. Because of that, they’re more willing to experiment with their hair length, invest in products and services, and become regulars in your chair. They’re also eager to learn how to recreate the looks you create in the chair at home.
“We think our male clients are intimidated by tools when actually most of them aren’t,” says Pete Goupil, NAHA 2019 Men’s Hairstylist of the Year. “It’s all about how you introduce them to your guest.”
Comfort level begins with the consultation. Goupil says to pay close attention to his needs, wants and difficulties—and you will know how to introduce thermal tools into the conversation.
“Most male clients don’t want to be pressured to buy tools or product, they just need to see it works,” Goupil says. “More often than not, he will ask for details about the hairdryer or brushes you use during his second appointment, and that’s when you tell him why you use it and that his hair would probably look better if he followed these steps at home.”
Goupil lets his actions speak for themselves—he gives his guests the best possible cut, and then shows them how simple tools are to use during styling. Barber Johnee Livingston goes with the show-then-tell approach as well. Livingston first shows his client exactly how he will be using his tool of choice, and then explains why he is using it.
Here, Goupil and Livingston address common male client concerns, how you can fix it in the salon with your skills and tools, and how you can teach your guests to do the same at home.
CONCERN: He thinks his hair looks thin.
SOLUTION: Create volume for the look of fullness! This can be achieved through both the cut and the style.Volume can be created by cutting his hair the right length, Goupil says, which varies by hair type and texture.
“To achieve a thicker, fuller-looking head of hair, cut the hair uniformly on top,” Goupil says. “Consider cutting the front quite shorter to create that illusion.”
Volume can also be achieved through strategic product selection, over direction, and a hair dryer, such as the Dyson Supersonic Professional edition.
“When styling, I explain to my client why I am blow drying their hair the opposite way to achieve lift and volume,” Livingston says.
To create volume, Livingston evenly distributes a volumizing mousse on towel-dried hair. He uses the hairdryer on high speed—using a concentrator that directs airflow, like Dyson Supersonic’s precision Styling Concentrator—first in the direction he initially wants hair to flow and then in the opposite direction for strong lift. Use the cool setting to lock it in.
Livingston adds even more height with volumizing powder and a lightweight, dry matte paste. Avoid gels and oil-based pomades, as they can weigh hair down.
CONCERN: He is a guy on the go—and says he lacks time to do his hair.
SOLUTION: Teach him how to make his style last and extend the life of the style in between washes—he doesn’t need to shampoo every day.
Between a full cleanse, tell him to rinse with water and towel dry. Style hair the same as usual, just with less product. An added perk? Hair can be more malleable with remnants of existing product when styling with a hairdryer.
CONCERN: He has a dry scalp.
SOLUTION: Tools can help create a healthier scalp environment. Alternatively, if using them incorrectly, they can cause harm.
If he uses a hair dryer in his grooming routine, ask him about his heat settings. If it’s too hot, it likely can cause scalp irritation, even damage. Remind him the speed of the airflow will dry hair faster than extreme heat. When working on shorter hair in the salon, Dyson Supersonic’s Gentle Air Attachment creates a precise airflow to make it a comfortable experience.
A comb and brush elevate a man’s grooming routine during styling, but they are also important for hair and scalp health.
“Brushing or combing the hair helps to distribute natural oils more evenly, and can help to exfoliate and stimulate blood flow to the scalp,” Livingston says.
CONCERN: He wants to grow out his hair, but doesn’t know how to manage it.
SOLUTION: This is good news for you: maintaining longer styles means making sure he comes to see you every three to four weeks for trims to maintain his style. It also gives you more retail opportunities.
Teach him how to style it in the salon with a hair dryer. Separation can occur at the ends of longer hair styles, but Goupil says blow drying can help avoid this to maintain a more polished finish. Applying oils and creams to dry ends in very small amounts will help give hair a dose of shine and volume.
To maintain it at home, Livingston says longer hair doesn’t mean more effort—shampoo and condition every three to four days.
Visit Dyson for more information or call 866-861-2565 for an exclusive stylist price.
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