Shifting Color Gears
Q: âOur salon uses the color line everyone learned in beauty school; how can we convert painlessly?â
A: When assessing a lineâs gray coverage, use a perm rod to create a âcontrolâ section that represents the starting point or an uncolored area, advises David Stanko, a hair color consultant to Redken.
Moving out of your color comfort zone can be hard, but about 1,200 salons a year do it. How? Stanko has a plan. He says about 4,500 salons switched to Redken over the last nine years, which led him to formalize his system.
According to Stanko, itâs time to convert when youâre dissatisfied with ordering and customer service. Thereâs boredom in the ranks, and all your clients are starting to look the same. Your current company doesnât offer new, salon-ready formulas and techniques, or it seems out of touch with your clientele.
The best way to check out other lines?
âGo to beauty shows and examine different lines, including collateral materials,â says Stanko. âTalk to staffers about the line; be sure theyâre knowledgeable. Ask how the DSC can help you build business. Also, examine the color work on models. The biggest danger when converting is moving too quickly. Remember, all 6Ns are not created equal.â
Stankoâs steps to a successful conversion start with a staff meeting to secure employee buy-in. Ask questions that lead staffers to the same conclusion youâve drawn. Examples: Do you feel as bored as I do with our reds? Are you unhappy with gray coverage? Then, find a fashion hook in the line youâre considering. Does the company offer more posters, CDs and DVDs or trendy new tonal families? Finally, be certain your staff can get proper training.
Swatching out the new line is a must, says Stanko, as is determining key replacement formulas and ways to clear out old inventory. Finally, donât leave your clients out of the loopâmake the change-over exciting for them, too.
âClients will notice a difference, so flaunt change upfront, donât hide it in the back room,â advises Stanko.