VIRAL COLOUR

While trending colour names might prompt an eye roll, embracing viral trends can genuinely help boost your engagement and, crucially, your bookings

@HAIRXIAN @THEUNCOMMONMANE

Candlelit Brunette, Expensive Blonde, Smoked Chestnut… these are just a few of the colour trends which have been popping up on social media ahead of the autumn/winter season. Some of you may be wondering where these trends, and their names, come from, and whether they actually have significance in the salon. To get to the bottom of these questions, and more, HJ caught up with the experts to see what they had to say.

What’s in a Name?

Over the years, how trends emerge has evolved drastically. “For years, our only exposure to new looks was through celebrities on our TVs, in our magazines and on the catwalks,” explains Nicola Lannetta, part of the new AlterEgo UK Education Team. “Now we’re living in the age of social media, increasingly trends are being born from brand ambassadors and educators, who share and teach their work to other hair professionals.”

So, while the inspiration for trends may be inspired by industry figures and the celebrity world, what about the names? Trends are often rooted in the familiar, as Jude Taylor, Ambassador for Directions, notes: “Colours and trends tend to originate from certain seasons, such as autumn; so for example chestnut brown has connotations of autumnal leaves.” Trend names like these are great for conjuring up images in your client’s head. Sarah Ethel, from Ethel Hair & Co. for Davines, points out that typically the trends emerging online aren’t actually new, but rather existing colour techniques with new names that have been tweaked.

A key benefit of embracing new names is that you can make your clients feel as though they are getting a bespoke service. “I like to get clients involved in naming any new colour combinations,” explains Adele Clarke, OSMO Ambassador. “I’ll then tag the brand we use on social media, and if they pick this up and repost it, it can be a massive confidence boost.”

Sign of the Times

Taking the time to consider where these trends originate is one thing, but what about implementing them into your salon? Embracing new colour trends can have multiple benefits for your business, particularly if you’re looking to grow your social media presence. “Jumping on a viral trend can help improve your engagement on social platforms, as the algorithm picks it up,” says Georgia Bell, Denman Ambassador. “Plus, if it’s work you’re already doing, and all you need to do now is add the trending name, why wouldn’t you?” Tracey Ann Smith, Global Ambassador for ASP, agrees, sharing just how simple this approach can be: “At present the Scandi hairline trend is huge, and whenever we post videos about it, we instantly get requests for it.” Sarah Bates, UK Education Manager for Elgon Professional UK, adds: “Showcasing viral trends on social media demonstrates that you're up to date in the industry, and that you can create bespoke colour work for your clients.” This can also prove beneficial for attracting new clients, with Verity Clarke, Manic Panic Ambassador, highlighting that customers who are specifically looking for a colourist to replicate a trending look may then reach out as a result of your content.

Careful Consideration

Although adopting the latest trends is good for business, some trending names can be a little vague. Norman Boulton from Not Another Salon, for Crazy Color, highlights: “It’s important to remember that everyone interprets these trends differently, so always take a trending name with a pinch of salt and don’t forget to ask clients for reference pictures.”

Something else to be wary of when reacting to trends is to ensure your salon is prepared to offer these services at a high standard; ensuring your staff have access to the best shades and possess the essential knowledge to deliver these trends is crucial. Pamela Pretorius from All Shook Up Hair Salons, for Vish, explains: “Both are easier to do with Vish. I can check my data to see which colours are most popular and tailor my orders to what we need. It also shows who is repeatedly using the same colours and not others, which can suggest a gap in their knowledge.”

Meanwhile, Mark Leeson, Global Ambassador for Revlon Professional considers a different dilemma, cautioning that trends aren’t everything: “Whether our clients come to us with inspiration from social media, a celebrity or someone they’ve seen on the street, our job is to be honest about what will suit them and what can be achieved in a healthy way.”

Bold Blocking

We’re all familiar with the Money Piece trend and Jack Winn, founder of Jack Winn Pro, believes it’s here to stay. “The money piece continues to be the money!” he says. “Not just for blondes, this highlight brightens up and frames the face and works well with any colour. Use a gentle but powerful lightener to achieve priceless money pieces.” His top recommendation? Jack Winn Pro Diamond Lightener.

It seems that the Money Piece trend has been so impactful that it’s created its own spin off trend, according to Jordanna Cobella, Wella Professionals Colour Ambassador and Trend Forecaster. “The money piece has gradually got bolder and less blended, now evolving into a statement shade that stands alone as a panel of colour to make hair pop,” she explains.

Stay Trending

To achieve and maintain these trending styles, the hair needs to be in good condition – both before and after the service. Scientific advancements within the industry means that colouring and lightening needn’t take such a big toll on the hair as it once did. “When it comes to hair colour, condition is everything,” explains Claire Chell, Uberliss Ambassador. “The use of a bonding product, such as Uberliss Bond Regenerator, within every lightener, tint or gloss will not only enhance the hair porosity and elasticity but will also add a high shine and reduce colour fade.” 

Aftercare is equally important, and ongoing innovation means there are an array of products at your disposal to help keep clients’ hair looking and feeling its best in between appointments. Laura Elliott suggests pairing Neäl & Wølf Colour Reboost with a hydrating mask to get the best of both worlds; you can even pre-mix this in salon for the clients to take home, providing them with a bespoke formula that they can’t buy anywhere else.

#TRENDING

Now, let’s take a look at some of the hot trends for #AW23

1 CANDLELIT BRUNETTE

With a rich, golden appearance, Candlelit Brunette utilises soft, warm-toned highlights to create a lit-from-within affect. While there are various techniques to mimic this trend, Grace Dalgleish,Yuv Ambassador, notes that working in baby fine sections can be particularly effective, as this adds subtle dimension to the hair. She also shares:“I use the Yuv Lab to create warm candlelit palettes, mixing up to three custom formulas, which allows me to personalise this trend to the individual.”With high-shine taking this look to the next level, Sarah Dickinson, Head Campaign Stylist from the Quif Art Team, suggests utilising a glossing service such as Quif magi:gloss, which will illuminate your clients’ natural hair colour by adding glossy, tonal reflects.

2 EXPENSIVE BLONDE

Similar to Candlelit Brunette, Expensive Blonde also features an ultra-glossy appreance, according to Laura Elliott, Head Artist at Neäl & Wølf.Therefore, to achieve and maintain this trend, she says ensuring the hair is in a good condition is vital. Many interpretations of this trend are characterised by the use of warmer, sun-kissed shades paired with creamy blondes – steering away from ashy, silver tones. However, Christopher Laird, co-owner of November Collective Livingston, for Schwarzkopf Professional, suggests that specific tones aren’t the focal point of this trend. He says:“What makes it looks expensive is when it is blended and suited to the individual’s complexion.” Comparing Jennifer Aniston and Sarah Jessica Parker’s hair, Christopher notes that each encapsulates Expensive Blonde, despite being two different shades – it’s the bespoke nature that is the most important aspect.

3 SMOKED CHESTNUT

Smoked Chestnut utilises a variety of shades – think deep browns and mahogany tones with touches of copper, all of different temperatures.“This trend is all about blending warm and cold,” says Angelo Seminara, Goldwell Global Ambassador.“This combination creates a versatile colour choice that can be adapted to different skin tones.”

4 COBAIN CHIC

Dreamt up by Zoe Irwin, Matrix Editorial, Colour and Trend Ambassador, Cobain Chic was understandably inspired by the 90s icon, Kurt Cobain. Characterised by a warmer palette of blonde shades, this uplifting colour is perfect for those who want a modern take on the classic 90s grunge look.

ZOE’S STEPS FOR CREATING COBAIN CHIC:

“I chose to do the sections in various teases, so one tease is about 4cm from the root, and then the section underneath is about 8cm; this is because I’m trying to create dimension. With the longer tease I tended to use a lower developer, so I used 10 Volume, in the higher tease I used 20 Volume, and in some sections around the front edge, which I put in last, I used 30 Volume.This play with development is how I’m creating much more contour into the haircut – the contour reinforces the chicness.”