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SEARCHWhen Ricardo Rojas colors a client, he naturally takes a personalized color-approach. He currently favors gold blondes, ombre and baliage highlights: “I love a sexy, sun-kissed look.” Shadowing him for a few hours reveals how he focuses on a clear consultation first. As an ambassador for Wella Color Charm, Rojas balances lifestyle and physical characteristics with ample discussion about home care. What else comes to light:
When Ricardo Rojas colors a client, he naturally
takes a personalized color-approach.
He currently favors gold blondes, ombre and
baliage highlights: "I love a sexy, sun-kissed
look." Shadowing him for a few hours reveals
how he focuses on a clear consultation first.
As an ambassador for Wella Color Charm,
Rojas balances lifestyle and physical characteristics
with ample discussion about home
care. What else comes to light:
Consultation Cue: Rojas welcomes photos,
which clarify color language.
Due Deliverance: Clients appreciate a time-saving
service. To fix a Natural Level-8 with
Level-12 highlighted ends, Rojas used a tint
bottle to apply Wella Color Charm 9G with two
parts 20-volume to the roots and through select
strands. As soon as the application was over,
it was time to rinse and add baliage highlights.
"Color should be fast," he says, "Only gray
coverage should go to 35 minutes, max. Treat
the hair like fine cashmere."
Recession Response: Lowered his prices.
"At the end of the day, I want my clients to come
back. Salons need to offer more at good prices
and be flexible enough to meet clients in the
middle."
Celebrity Stop-in: Quentin Tarantino. "He got
Color Charm 3N."
Rojas' Reveal: He rinses all this own color
before an assistant shampoos. "It's critical to
make sure all the color is out or you just ruined
your own work."
PHOTO-C-Ricardo-R
Ricardo Rojas uses a
Plexiglas panel to support
strands during baliage.
"Work a tiny bit off the roots
and keep the consistency
slightly sticky." Photo by Victoria Wurdinger.
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