COLOUR CASHBACK

Take a look into enhancing and upgrading your in-salon colour services to keep clients happy – and keep the money flowing

JOICO

In the current economic climate, salons are finding it increasingly difficult as business confidence continues to dip. According to the latest NHBF State of the Industry quarterly survey, more businesses are making a loss, compared with September last year, and prices have been raised to ensure survival at this time of uncertainty. Worryingly, as a result, clients may decide to cut back on services, or go longer between appointments. But as a crucial source of profit, now is the time to enhance your colour menu, justify your prices and highlight any add-on services to ensure you keep a happy client base and boost your profits.

The Price is Right

Rather than apologising for price increases, Robert Eaton, Wella Professionals Technical Director UK & Ireland, tells us: “We should really scrutinise the service we are offering and ensure it’s always great value for money. That way, when a client leaves the salon having had an amazing experience, the price feels less significant.” Did you know that some salons charge for colour used, rather than a fixed service fee? “When stock goes up, our colour software management, Vish amends our system to match the increase, which is automatically passed on to the client,” says Karine Jackson, Owner of Karine Jackson Sustainable Hair. “Hair varies in porosity and length so charging by the gram for the colour used, means the client pays for a fair, transparent fee while our variable costs are always covered.” It also captures additional services such as toner, which can be easily missed off the bill.

Communication is Key

So just how do you communicate price increases with your clients? “We are very transparent with our clients, and give a good amount of notice, so it’s not sprung upon them when coming to pay,” says Kat Duke, Colour Specialist and La Biosthétique Ambassador. But there are a number of ways salons can approach a price change to clients. Danilo Giangreco, Revlon Professional Creative Artist tells us: “We positioned a notice on our reception desk and made clients aware when rebooking.” Vanessa Morgan, Pulp Riot Artist uses an online booking system to send out email newsletters, giving plenty of notice. And Tim Scott-Wright, Schwarzkopf Professional Ambassador, says social media is his go-to tool for sharing new price changes.

DANILO GIANGRECO

IF WE KNOW A CLIENT CANNOT AFFORD TO HAVE A CERTAIN SERVICE AS REGULARLY AS NORMAL, WE OFFER A DIFFERENT SERVICE THAT STILL MATCHES THEIR NEEDS FOR COLOUR

Tiered colour structures based on an individual stylist's experience can also be a different way of raising prices. “When the stylist increases their price, the client has the choice to pay more to stay with their trusted stylist or change to a stylist on a lower tier. This way, we don’t lose clients as they have options,” Alison Cooney, Director of The Mount Salon and MoroccanOil Educator tells us.

HARE AND BONE

Looking for a colour solution for clients without diluting their visits is key. “If we know a client cannot afford to have a certain service as regularly as normal, we offer a different service that still matches their needs for colour,” James Taylor, International

Master Educator for Balmain, explains. “This means they can go longer in between appointments, but still brings them back into the salon.”

Promote for Profit

The promotion of colour services is key to salon profits, but how can you get an advantage? For Elena Lavagni, Neville Hair & Beauty for L’Oréal Professionnel Paris, it all stems from research. “We investigate global trends, so we have a thorough idea of what looks are popular.”

Using regular clients to promote new services can be advantageous. “We make sure we mix things up for our regular clients to showcase our abilities and offer them something they may not have previously considered,” says Liv Garbutt for Alter Ego, owner of Kaniuka Hair. But the simplest way to promote colour services is to know your client’s personality inside out. “This way it will be easier to suggest a technique or service that will suit them,” says Georgia Bell, Denman Ambassador.

The consultation process is also perfect for promoting a colour change. “When a client mentions a restyle, we naturally think they mean a cutting service, whereas some of the best restyles can be made within colour,” says Douglas Reid, ELEVEN Australia Educator. “I always explain the colour services that are low maintenance but make a huge difference.”

Be a Social Butterfly

There are 57 million (84.4%) active social media users in the UK as of January 2023, according to Statista, meaning social media sites are key to boosting business. And for Claire Chell, Uberliss Ambassador, it has done just that. “Through promoting the Uberliss Bond System on my salon social channels, my clientele has increased by 15%.” Similarly, Zoe Hodgkinson for Elgon told us social media was the biggest driver to her business. But how often to post? “I tend to post daily to keep the algorithm happy.”

Getting across your personality is crucial to gaining clients. “Your grid acts as a directory for you and your team – this can help clients find a stylist they see fit with their own style and aesthetic.” And video content such as reels and TikTok’s are only increasing, which is how Amanda Flory, NAK Brand Ambassador shows off her team. “It’s a great way to show the teams personalities and what they specialise in.” But it’s also the best way to showcase colour services. “Clients can see the colour in ‘real life’ vs. a staged shot for the grid,” says Adam Jones for Davines. Plus, it’s especially effective in reaching a wider audience. “We focus on fun, quick, and visually appealing Instagram Reels and TikTok’s, often adding voiceovers and subtitles for accessibility,” says Tanahya Grace, ALFAPARF Milano Professional Colourist.

GAME CHANGERS

Dazzle your clients with these time-savvy add-on services and profit boosters

PLEX APPEAL

BlondorPlex Cream Toners is the first dedicated premium blonde toning solution from Wella Professionals.They offer powerful neutralisation at a rapid speed, all whilst respecting the hair’s integrity.

DUAL-ACTION

Offering permanent or tone-on-tone effects, depending on the application technique, ASP PureTone is a collection of 35 inter-mixable shades, and features a collection of 10 toners which are perfect for services like glossing, glazing and tonal correction.

QUICK COPPER

You can now create on-trend copper and cool-brunette looks in a flash with new NC and NBA shades from Joico LUMI10, the 10-minute permanent hair colour from JOICO that delivers 100% grey coverage.

LUNCH HOUR COLOUR

Why not offer an express 10-minute permanent colour service to clients on a lunch break or even during your final appointment of the day with the ALFAPARF Milano Professional Evolution of the Color3Fast series?

The use of Instagram Stories is also a beneficial way to promote colour services as clients love transformations. Verity Clarke for Manic Panic tells us: “I use stories to document live colours from start to finish every day, so clients see the process, build trust, and it also brings in new business for me.” And let’s not forget about hashtags. “If there is a particular effect or technique you are known for, creative salon hashtags are an effective way of getting your individual brand out there,” says Adele Clarke, OSMO Ambassador. “It’s so easy to be searched and referred to in consultations making it an invaluable communication tool.”

Add Your Add-ons

Additional add-on services such as toners and treatments, can easily be missed off the bill, gifted, or given to clients at a discounted rate. But as these can be expensive, this can majorly affect salon profits. Mandy Jolly, Director of Leyton House Professional highlights that toning services have become an enormous source of business. “We launched our new Liquid Jewlz Gloss Demi Permanents, and it’s the most successful colour we’ve ever launched.” Samantha Cusick, Olaplex Ambassador says: “On average, 68% of our clients add Olaplex to their colour appointments, generating additional thousands of pounds per month to our bottom line.”

TIM SCOTT-WRIGHT

Upgrading your client’s colour service not only raises your average bill in salon but achieves the best possible results. “But like any service, these need to be charged accordingly; not only are you using additional product, but it takes more time too,” explains Dan Spiller, JOICO Ambassador. And encouraging less-frequent clients to come in for add-on services, can keep clients returning. “Providing techniques that allows client’s colour to look great weeks down the line, leaves them feeling they have had more value for money,” says Nial McNulty, Matrix Artist Ambassador. Lydia Wolfe, Goldwell Colour Ambassador shares how she will be offering an ‘express’ menu of shorter colour services that will only take stylists 30 minutes, and Elliott Caffrey, owner of Elliott Caffrey Hair, a Quif-stocked salon, has recently put a big push on consultations to ensure toners, treatments, and retail are focused on in salon.

The bottom line is: never undervalue yourself or your colour services. Enhancing your colour services and coming up with fresh ideas to improve and develop services will keep clients coming back and in turn, boost your business.

SUNSET INSPIRED

Three new sunset-inspired shades from Revlonissimo Color Sublime will wow your clients into trying something new – they can be used as individual shades or as a natural intensifier.

CARING COLOUR

Perfect for colour-cautious clients, the iNOA range from L’Oréal Professionnel Paris relaunched for 2023 with a new vegan formula and a selection of ten shades. Powered by oil for high shine and comfort, it will win over colour-shy clients.

BETTER BLONDING

New, improved Schwarzkopf Professional BlondMe Lighteners (now in recyclable packaging) allow for the upmost precision, ideal for even the smallest regrowth applications. It’s great for when time is of the essence.

QUICK TIME

Alter Ego Italy Fast Color 10’, a vegan friendly, permanent colouring cream guarantees 100% coverage of grey hair.A complementary line to Technofruit Colour, it allows colourists to increase the average income in an additional service.

CLEAN COLOUR

Help seal in colour and prevent any bleed after colouring with Crazy Color Anti-Bleed Spray. Ideal for a super clean finish, the ultra-low PH formula works in just 60 seconds, shutting down the cuticle, retaining the colour and actively extending the life of your chosen shades.