Catering to Graying Market: Why It Should Matter to You and Your Business

Lauren Salapatek | November 28, 2016 | 4:00 AM
Kristina Cheeseman's (@cheesmandoeshair) aunt (pictured here) loves her natural color but wanted more shine and a true silver hue. To achieve this look, Cheeseman used Goldwell's Colorance 5-minute "Icy" toner - a quick service that gave a little oomph to her hair color.
Photo By @cheesemandoeshair Photo 1 of 13
This client was tired of her blonde going brassy as she attempted to hide her grays. Her colorist transformed her by incorporating both blonde and gray to ease the hair color stress. The result? Sophistication!
Photo By @kimberhairco Photo 2 of 13
This client wanted to get rid of her box dyed hair without coloring, so stylist Laura Hilton gave her a short pixie and revealed her natural silver gray.
Photo By Laura Hilton Photo 3 of 13
"A beautiful bob for a beautiful lady," says haircolorist @esthergeighair. Here's an example of white hair at its finest!
Photo By @esthergeighair Photo 4 of 13
From shaggy to sophisticated, this long to short before and after by @julzzz310 made a world of difference.
Photo By @julzzz310 Photo 5 of 13
This client left the salon confident as ever after getting a new, gentlemanly haircut and color. Colorist @leila.aveda.queen decided to leave his sideburns his natural color for a salt and pepper look.
Photo By @leila.aveda.queen Photo 6 of 13
This submission by @stuartscottmontgomery on #modernsalon features beautiful, shiny white hair that's true to tone.
Photo By @stuartscottmontgomery Photo 7 of 13
Salt and pepper hair before (top pics) and after (bottom pics). Notice in the after a fun streak of color! This is a nice way to give a little "edge" to your client's finished look without it looking overdone.
Photo By @tmariemoreyhairstylist Photo 8 of 13
This hair and makeup transformation by @tmariemoreyhairstylist gave this client exactly what she wanted. She walked out feeling and looking like a million bucks.
Photo By @tmariemoreyhairstylist Photo 9 of 13
What a before and after! This client was colored with Matrix Socolor 507N and highlighted with Matrix Lightmaster. Her look was completed with a complementary cut and makeup to highlight her features.
Photo By Detra Smith Photo 10 of 13
@coloristnat did a little "holiday touch-up" on her mom. After doing her highlights and base color back in October, she touched up her roots with a little Loreal Professionnel INOA 7.3 and 20 volume. She used the leftovers to weave a few lowlights down through her ends. Then, she glossed over after shampooing with Matrix Logics Imprints 8ro+10g with 6 volume for 5 minutes.
Photo By @coloristnat Photo 11 of 13
Jean Gillmore's client is a Disney animator for a living. She really likes wearing pastel and vivid hair color.
Photo By Jean Gillmore Photo 12 of 13
To add a little joy to her 66-year-old mother's life (pictured here,) colorist Holly DeCastri gave her rockin' purple locks! Bravo!!
Photo By Holly DeCastri Photo 13 of 13

Scroll through your social media feeds and you will normally find before and afters, transformations and color corrections of clients in their 20s, 30s and 40s—seldomly in their 50s, 60s or older.  

However, as professional stylists you've probably noticed the market is growing with more people ages 50+ sitting in your chair more often.

Did you know? In 1946, 3.4 million babies were born in the U.S. and the surge of births continued, year after year, until 1964? Today, next to Millennials, the Baby Boomers are the nation's largest living generation, according to the U.S Census Bureau.

Today there are approximately 74.9 million Baby Boomers (ages 51-69) in the U.S., and that population is expected to grow up to two billion by 2050*.

With such high numbers, it's becoming a professional responsibility for many stylists to learn more on how to cater to this market—from the consultation, to the haircut and style, to the re-booking process.

Graying clients have the same needs as other clients—they want us to help them look their best. According to Schwarzkopf Professional, they not only want to cover their white hairs, they want flattering looks that will suit them at the age they are. As stylists, you must develop a holistic approach, hair care that works with their skin and health, and you need to develop personalized services for them.

Starting with the consultation, treat them like any other client—find out their wishes and desires. Take into account their head shape, hair color, their hair's integrity, length and which products they are using (if any). Does their hair need smoothing, hydration, gray blending, full coverage services?

This demographic has time and money to spend—they are just as interested in hair trends and looking their best as other generations. Here are some facts provided by Schwarzkopf Professional about the over-60s market and why you should develop a new perspective on age:

  • Clients 50+ go to the salon 10 times a year (that's 50 percent more than anyone else).
  • 'Cut-only' white hair clients represent 30 percent of your salon's client base.
  • Clients 50+ want trend-based color services
  • The graying client who wants to look younger (and cover their white hair) represents 80% of your salon base opportunity.
  • The graying client that embraces their age (and enhances their white hair) represents 20% of your salon client base.

Here at MODERN SALON we cover all different segments of the salon industry, from hair color to men's grooming to eyelash extensions. However, one segment that we would like to feature more of is the growing community of graying clients.

Help us do that by submitting your client photos and stories to Web Editor Lauren Salapatek at [email protected] or, if you're on Instagram, tag your work to #modernsalon. We hope to hear from you!



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