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Catering to Graying Market: Why It Should Matter to You and Your Business
Next to Millennials, the Baby Boomers (50+) are the nation's largest living generation. With more and more graying clients sitting in our chairs, it has become a professional responsibility for many stylists to learn how to cater to this market. Need some hairstyling ideas for this age group? We have a ton of them here!
November 28, 2016
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.
@cheesemandoeshair
1/14
2 min to read
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 lauren.salapatek@bobit.com or, if you're on Instagram, tag your work to #modernsalon. We hope to hear from you!
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