Expert Advice

Broadening Your Base

Modern Salon | February 20, 2015 | 2:32 PM
Looks like this, used in promotions, help ensure that 20-30 percent of your client base is younger, and that your business is future-centric.

If you don’t have clients of all ages from all walks of life, you won’t have a business that’s sustainable for decades. At Michael Christopher Salon in Highland Heights, Ohio, salon manager Marianne Nicolli says the key to long-term relevance is to offer several haircolor services at different price points and always show a variety of clients in ads and promotions.


“Our level 1 and 2 stylists do not charge the same for haircolor as our higher level stylists,” Nicolli says. “This makes haircolor affordable for guests who need to come often for a retouch and ones with financial restrictions, as well as teens and pre-teens. We also consistently boost our haircolor education in order to be able to deliver the latest trends, regardless of hair type or ethnicity. Finally, we use men, women and teens in our advertising, promotions and marketing images, and make certain that every hair type is represented.”




Hair: Carla DePasquale and Megan Allen

Photography: Tom Carson

Makeup: Nikki Biondolillo


Facebook Comments

More from Expert Advice

Expert Advice
Expert Advice

2018 MODERN SALON 100: Hai Tran @hai.stylist

Jamie Newman | August 1, 2018

You've probably seen Hai Tran (@hai.stylist)'s viral-on-Instagram post about the color journey from black to blonde, which maps out the time, cost, and sessions it takes to a client to get from a box-dye black to a pale silver. But, the rest of his page is just as well-organized and beautifully organized. Learn more about Tran here.

Expert Advice Sponsored by Sexy Hair

3 Upstyling Tricks That Will Change Your Life

June 14, 2018

Stylists who excel in the art of the updo often develop clever little tricks for creating outstanding work. Here are three go-to techniques, created by Sexy Hair artists, used to create the three looks in their latest collections.

Load More