CURLS

Since lockdown clients are keen to embrace their natural hair types. Here are eleven savvy ways to market your salon’s curl expertise and teach your clients how to wear their hair ‘au naturel’

It’s a truth universally acknowledged, that coming out of lockdown more clients have embraced their natural curly hair. Your clients may have made peace with their natural hair while working from home or didn’t feel the need to tend to their tresses. Whatever the reason, here’s eleven ways to celebrate, attract and serve curly-haired clients in your salon...

1 Get social

“Always be diverse with your branding and imagery. On social media give teasers and tips of what products you use, how you twist sections and always show the before and after shots of your curly-haired clients – I love to show the definition within the curl after an appointment. It’s content like this that will bring curly-haired customers to your column.”

James Earnshaw, Amika UK  artistic ambassador

2 Do a curl questionnaire

“It’s always a good idea to survey your clients to find out how they feel about their hair, what styles they like and what’s on trend. I started surveys with a lot of my clients over a decade ago. Many of them are now going natural and I now have around 80% natural hair clients.”

Lorraine Dublin, co-owner, My Hair Bar

3 Build your confidence

“I personally feel everyone should be confident in cutting any type of hair and this comes with experience. For any hair type I don’t feel confident in I always try and get models in for some extra hours of practice. Extra training is always a great way to build your confidence.”

Vera Mai Ha, Trevor Sorbie  Manchester for L’Oréal Professionnel

4 Listen to your clients

“You can almost bet your life that curly-haired people will have had at least one bad experience with haircuts, so listen to them. It’s very easy to fall into the trap of doing what you think is right, but in most cases clients with curly hair will know and understand their hair better than you. They know how their hair reacts, so listen to the information they give and use the consultation to fact-find. This will not only give you better peace of mind when cutting but it will also put your client at ease.”

Jonathan Andrew, Fudge Professional global brand ambassador

5 Don’t rely on electrical tools

“Many younger stylists are frightened of curls due to a lack of education and the fact they’ve relied on electrical equipment to style the hair for them. Professional tools will help but it is key to learn how to cut and style different types of curls first. Luckily, we are in a time where great education is at your fingertips on social media and online. There are so many great courses available across all subjects, both through amazing platforms like the Schwarzkopf Professional ASK Education e-academy, or through independent hairdresser courses that cover more specific topics, like understanding curly hair. Education is key to progression.”

Gary Taylor, owner, Edward & Co

6 Stock products for  curly hair

“As well as offering services for curly haired clients, it is essential to offer products that are created purely for their hair type. Communicate with your client and explain why you are recommending the product for them and how this will help their hair – it’s all about educating them.”

Darrel Starkey, owner,  Taylor’s Hair Studio

7 Forget everything  you know

“Cutting curly hair is completely different to cutting straight hair. In fact, you need to forget everything you know to cut curly hair. Understanding curls, their patterns and how they fall are just for starters. Going on a curl cutting course will allow you to unlock new cutting skills that were never taught during your college training. Many curly haired women are cutting their own hair at home due to lack of trust or bad haircuts they’ve received in the past. This means there is a new revenue stream out there waiting for you and your team to explore.”

Jo Robertson, owner, Jo Robertson  Hair Agency

8 Get educated

“I worked alongside a colleague with the most incredible head of natural curls and she showed me techniques and shared invaluable tips that I’ve passed onto my team. It’s vital to offer a service for all hair types and textures. All team members should be educated in curls as opposed to having one curls specialist.”

Kevin Paul Finnell, creative director,  F&M Hairdressing

9 Be patient

“Curly hair is so different to straight hair. It’s drier, requires more product and is very fragile. The way I explain it is like this – imagine a straight rollercoaster and a twisted rollercoaster. The straight one will get to the end more quickly and the twisted one will take longer – this is the same for curly hair. The oils from the scalp struggle to reach the ends so as a stylist we need to add more product and be more patient.”

Altin Ismaili, Joico ambassador

10 Retail smart

As the world gets used to the new normal it’s so important to think about retail. Ask your client what style they want and then teach them how to achieve it. We continue to see a movement away from tight curling and back towards large tongs and wands for those wanting larger, voluminous curls. I guess when people are going out again, they’re going out big! Chances are they won’t have that tool at home so where better to get it than from their favourite stylist!

Neil Robson, managing director,  Diva Pro Styling

11 Coloured curls

“Colour is a great way to define curls. Lightening the ends to create a light and shadow will emphasise your client’s curls when styling.”

Mark Woolley, founder and creative director, Electric London