PARTY PROFITS

Using the party season to your advantage is key. We spoke to industry experts on how to make the festive period work for you and your business

GHD CHRISTOPHER LAIRD

This time last year, research from wholesaler Capital Hair and Beauty predicted that consumers were set to spend an average of £58.80 on hair and beauty treatments in the run up to Christmas 2022. So, seeing as party season is right around the corner, it’s time to focus on festivities, sprinkle a bit of sparkle, and prioritise working on your party profits.

Magic Marketing

In short, if you don’t tell people about your services, they won’t book them. Let’s start with social media – one of the cheapest ways to market your services. “Using visual prompts on social media is a huge one for us,” says Kasey Perks, Elgon Educator for Wales. “Clients like to see what you can do that they may not have already thought of.” Likewise, Ryan Andrews, at Andrews & Jeakins Colour Specialists for Neäl & Wølf, uses creative social media campaigns to promote services. “We showcase party-ready hair, share behindthe-scenes glimpses of our salon’s preparations, and run interactive contests or polls that engage our audience.” And it’s social media that Michael Damiano, Wahl Artistic Team Member, finds the most beneficial as it allows him to reach a large and diverse audience instantly, maximising exposure. “It also enables real-time engagement with your audience, allowing you to respond to enquiries promptly and build a community,” he says. “Plus, it provides cost-effective advertising options, ensuring you get the most out of your marketing budget.”

Additionally, the use of emails is also effective for giving clients inspiration. “We have a large email database and email out weekly inspiration,” says Sean Hanna at seanhanna Salons for L’Oréal Professionnel Paris. “We back this up with content on Instagram and TikTok.” Multifaceted marketing ensures you are covering all possible aspects, and is an approach that Christopher Laird, Director of November Collective, Livingstone and ghd Pro Team Artist, takes. “From engaging email marketing campaigns to captivating in-salon visuals, our app, and website promotions, we leave no stone unturned.”

Richard Ward, owner of Richard Ward Hair & Metrospa, says word of mouth is one of the most effective marketing techniques for him and his team. “Just having the conversation with clients and leading the booking process is key – we love the personal touch and if pitched right, our clients simply feel we are looking out for them.”

Sprinkle Some Sparkle

Party season is also an opportunity for you to have some fun in the salon while promoting your services. Sophie Hill, Chief Marketing Officer at Headmasters for L’Oréal Professionnel Paris tells us: “Each year we pick a theme and do a shoot which forms the basis of our marketing. We then work with our design team to choose a Christmas look for the salons which is a trending colour or theme.”

RICHARD WARD

Likewise, Lydia Wolfe, Goldwell Ambassador and co-founder of Jack & The Wolfe, tells us how they hold an evening in late November where they invite all existing clients and encourage them to bring a plus one. “We run special limited-edition offers on products and bookings, do a raffle, and demonstrate all of our party season services like treatments, glosses, and blow-dries.” When speaking of the benefits of this, Lydia says: “It’s a chance to connect with our clients and show our appreciation for their loyalty but it’s also an ‘open evening’ for new clients too. We usually clean up on retail sales with our special offers and tend to get people booking services they haven’t tried as they can ‘try before they buy’.”

Spread Festive Joy

Another way of ensuring your clients book in throughout the party season is by running special offers to tempt less frequent visitors back in the salon, along with showing appreciation for your loyal clients. Christopher tells us: “Our message becomes ‘get ready with us’. We offer a range of glam packages to cater to different preferences including a comprehensive package that covers everything from hair and beauty to make-up. Clients can leave our salon fully pampered before heading out for a night of celebration.” Plus, who doesn’t love a Christmas drink? Christopher adds: “We’ve even crafted a special Christmas drinks menu. Our signature cocktails are designed to make clients feel extra special and add festivity to their visit – it’s all part of our commitment to creating memorable moments.”

“WE’VE EVEN CRAFTED A SPECIAL CHRISTMAS DRINKS MENU. OUR SIGNATURE COCKTAILS ARE DESIGNED TO MAKE CLIENTS FEEL EXTRA SPECIAL AND ADD FESTIVITY TO THEIR VISIT.”

Similarly, Charlotte Evans of Salon Ginger, for Eleven Australia, highlights: “We don’t offer discounts, but bundles. We put together a few services like a ‘Get Ready with Us’, which includes either a gloss or treatment and blow-dry with a ‘fit in your handbag’ mini product to refresh clients during the night.” Meanwhile, Michelle Sultan, BaByliss PRO Ambassador highlights how it’s the giving back to clients that leads to rewards. “In the late 90s we used to give out a paper diary with a pen, and even a calendar, and people would genuinely book in to get the gift. They loved it!” she says. What’s more, Claire Higgs for Bumble & bumble, at Nylon Hair Artists in Reading says: “Over the last couple of years, we’ve added tinsel hair to our party season services and this has proved a massive hit.”

Party season also gives you the opportunity to put a strong emphasis on retail offerings. “We share lots of information about party-ready products and how they benefit the hair, such as shine and texture sprays,” explains Tim Scott-Wright, Schwarzkopf Professional Ambassador. And it’s also about giving it that extra little push to boost business for the following quieter months. “We really focus on boosting business in January so we put discount vouchers and gifts on our Christmas tree, encouraging clients to book in the new year,” adds Tim.

Bursting with Benefits

In short, it’s all about preparing for party season. “You are able to make sure you have ample time to fit in all of your usual services as well as the add-on speciality services, without stressing your schedule,” Kimberly Michelle, Creative Director of Jack Winn Pro, says. “Knowing that party season hair usually requires more time, you want to plan well to avoid burnout.” And for Ryan Andrews, its early booking discounts that they benefit the most from. “This approach encourages clients to plan ahead, securing their preferred dates and times, and benefiting from cost savings. By rewarding clients who book early, we foster loyalty and strengthen relationships.”

“BY SHOWCASING YOUR EXPERTISE AND OFFERING TAILORED PACKAGES, YOU CAN ATTRACT NEW CUSTOMERS AND INCREASE YOUR OVERALL REVENUE”

Furthermore, spreading the festive joy helps capture the attention of not just loyal clients, but new clients. “By showcasing your expertise and offering tailored packages, you can attract new customers and increase your overall revenue,” highlights Vanessa Bond, the Education Manager at Joy Ltd, Moroccanoil Distributor for the UK. After all, who doesn’t love getting into the party season spirit?