What do salon professionals think about clients' color behavior? Well, MODERN found out there are some misconceptions.

During Premiere Orlando, on Sunday, June 5 at 12:30 p.m. on the Color Stage (W206A), MODERN Publisher, Steve Reiss, will break down clients' color behavior, professional's color desires and more by walking the audience through MODERN's 2015 PROCESS Hair Color Research findings, the only research of its kind that has been conducted.

The report provides the results of a national marketing study on haircolor, which collected information to help salon professionals increase their color intelligence and grow their color business. Topics will include:

• What clients want: how often they visit a salon, why they come to a salon for color service, the most important factors of a color service. 

• Generational differences of color clients: fashion colors, color services they gravitate toward

• What stylists want: why they use a certain brand, where they want color education, where color is purchased

• Rental research

• And more!

The hour-long presentation aims to give distributors, salon owners and professionals the knowledge they need to better understand and navigate the color market based on the findings of this study and giving them other resources to expand their color knowledge through a color IQ quiz, the PROCESS supplement and beyond.