FALL FORCE

As we head into autumn, it’s all about adding that extra little bit of (pumpkin) spice when promoting your colour services

NXT

The latest State of the Industry Survey from the National Hair and Beauty Federation revealed that 43% of businesses are making a profit, 42% breaking even, and fewer businesses are making a loss. So, as the industry continues to fight to boost revenue, embracing the seasons in your services can add a bit of excitement. Brendan Palmer, NAK Hair Technical Educator UK, tells us: “I once read a survey that discovered that one of the biggest reasons clients leave their stylists to go elsewhere is because they get bored, so offering something new every three months keeps clients interested and is a great retention tool.” Here’s how to spice things up.

Trends on Top

Clients will automatically use the upcoming seasons as inspiration, so it’s a great tool to entice those who want a change. “Many people see post-summer as a fresh start and a bit of a recovery phase after the summer months,” says Mark Leeson, Revlon Professional Global Ambassador. “It’s a time for colour refreshes, nourishing the hair, and being a bit bolder with colour choices. We capitalise on this as much as possible in the services we offer during autumn.”

As always, preparation is key says Roz Orr, L’Oréal Colour Specialist at Charlie Miller for L’Oréal Professionnel Paris: “We ask our stylists to share their predictions on the shades that might break through in the coming months.” And identifying trends and staying in touch with the ever-changing fashion landscape as well as the desires of clients, is something that Bruno Marc Giamattei, JOICO International Art Director, also stands by. “We position ourselves as trendsetters in the industry and maintain a loyal and satisfied client base. Seasonal marketing allows us to continuously evolve and deliver exceptional services that reflect the latest trends.”

Make Your Mark Online

There are many ways in which you can promote your colour service, but in short, you want to market effectively. So, how do you do it?

For some, it’s all about showcasing autumnal colours. “We start to feature autumnal colours throughout all our hair extensions marketing, such as vibrant Copper Umber, Caramel Deluxe, Chestnut, and our best-selling shade Brondie,” says Katy Grimshaw, INNOLUXE Superstar and founder of Spectrum One Hair. “If clients don’t want a big seasonal transformation then we recommend our hair extensions for adding subtle pops of autumnal colour.”

Social media can be one of the most effective techniques that costs the least amount of money, so it’s essential to use it to your advantage. “Autumn is a fantastic time to share beautiful fall archives,” says Roz. Samantha Cusick, Yuv Ambassador and founder of Samantha Cusick London, shares the content she uses to boost her reach and attract clients: “Through behind-the-scenes content, before and after transformations, client spotlights, and interactive Q&A sessions, paired with hashtags and geotags, we engage our audience.” And as we’ve recently seen through the rise of video content, Tracey Ann Smith, ASP Global Ambassador, has found Instagram is the most effective marketing tool, telling us: “Client’s love to see transformation videos.” Additionally, Carol Ritchie, Matrix Artist Ambassador, highlights how they collaborate with local influencers or bloggers to create content featuring autumn colour services. “It helps boost our overall sales and revenue by promoting specific services during particular times of the year.”

Meanwhile, Jude Taylor, Directions Hair Colour Ambassador at Junkyard Studios, takes advantage by shooting collections in advance: “I shoot different models with the tones I will be offering for the season. Clients see the colours and think ‘I want that’.”

Engaging customers through newsletters is also a great technique for encouraging clients to book appointments promptly. “We highlight colourists’ expertise in creating autumn looks,” Christopher Laird, Schwarzkopf Professional Ambassador and co-owner of November Collective, Livingston, tells us. “It creates a sense of urgency, motivating clients to refresh their look before the season fully sets in.” Likewise, Sarah Ethel, Davines Educator at Ethel Hair & Co, Dublin, tells us how they encourage clients to take their hair in a new direction: “We include inspiration for looks, colours and tones as well as fashion and interiors. We explain the language of hairdressing, so clients understand how to make the best choices.”

And promoting seasonal discounts is an approach that Emma Pullen, Manic Panic Ambassador, takes. “I’ll be offering discounts on the colours of the season and putting a package together of masques and treatments.”

Serve In-Salon

It’s equally important to promote your services inside the salon as well as online. Georgia Bell, Denman Ambassador, owner of Society Hair, highlights that one of the most effective marketing techniques is word of mouth. “A great consultation with a loyal customer about moving their look through the seasons means my beautiful seasonal work brings in more clients. I am a massive believer in ‘your vibe attracts your tribe’.” Likewise, Coia Dahill, ALFAPARF Milano Professional Brand Ambassador, says: “As my clients sit in the chair, we discuss how we can make subtle tweaks to elevate their colour. This autumn, I will be showing how to enhance colour with minimal lightening.” And often, looking back is the best for moving forward. “We introduced Vish technology at our colour bar in 2021 so are able to refer back to detailed records and see what we did this time last year,” says Michelle Summer Davis, salon owner. “It’s a great opener for the consultation, making it easier to discuss shades and techniques.”

ENGAGING CUSTOMERS THROUGH NEWSLETTERS IS ALSO A GREAT TECHNIQUE FOR ENCOURAGING CLIENTS TO BOOK APPOINTMENTS PROMPTLY

What’s more, images aren’t just for Instagram either. “We put digital images of clients on slideshows around the salon,” says Billy Burgin, AlterEgo Ambassador. “We find it helps us promote colour to a cut client.”

And thinking outside of the box is always beneficial. Chelsea Thompson, Crazy Color Ambassador of Slunks Salon tells us how attending local fresher’s fairs over the past few years has been a great marketing technique. “It’s a great way for us to introduce ourselves to the new students of Cardiff, and hopefully become their stylists while they're at uni.”

Promoting key colour services this autumn not only keeps you relevant when it comes to seasonal hair trends but will help boost revenue, cultivate client loyalty, and hopefully provide you with insights to guide your future marketing plans.

RETAIL HEAVEN

Boost your retail this autumn with products that keep clients' autumnal looks alive.

1 OLAPLEX No8

Nourishes and strengthens the hair while preserving the richness of autumnal shades.

2 Wella Professionals Ultimate Repair Range

Professionals Ultimate Repair Range Replenishes the hair, delivering long-lasting shine, strength, and smoothness.

3 Quif3 magi:gloss

Tones and corrects colourtreated or lightened hair while improving the condition.

4 NXT Permanent Hair Colour

Intermixable colours which give long-lasting colour with 100% white coverage.

5 Goldwell Dualsenses Bond Pro

Provides instant strength and resilience, keeping colour in great condition.

6 Moroccanoil Color Care Shampoo and Conditioner

The new shampoo and conditioner complement the brand’s existing Color Care Collection. Designed to enhance and protect hair colour between salon appointments.