STRONG BOND

Bond building services are becoming increasingly popular and if you haven’t already, now is the time to include them in your service menu. Here’s why…

KERASILK

The UK haircare market generated a revenue of £1.51bn in 2023 and is projected to experience an annual growth of 1.17%* in 2024, according to data gathering platform, Statista. Perhaps following the recent ‘skinification of hair’ trend, more clients are focusing on hair health. But it’s important to remind clients that although at-home haircare routines optimise hair, it’s in-salon treatments that elevate results. Which is where in-salon bond building services come in.

We know hair is made up of proteins – primarily keratin – which can become damaged due to factors such as heat, chemicals, and environmental issues. In simple scientific terms, bond building treatments contain concentrated formulas that work to repair disulphide bonds as well as keep them intact.

But just how would you explain the science behind bond building in simple terms so that clients understand the benefits you are offering? “I like to swap out the lab speak for words and phrases that clients want to hear such as shine, frizz reduction, and smoothness,” says Halley Brisker, Olaplex Ambassador. “If clients want a little more in-depth information, simply explain that the technology and ingredients have been specially formulated to repair the damage and breakage that is caused by everyday wear and tear, heat styling, and colour services like lightening.” In fact, now is the perfect time to push clients to get those appointments booked in if they’re finding increased hair damage due to the colder weather, and especially if they’re planning a seasonal shift to lightening their hair.

Brimming with Benefits

It’s the visual benefits that bond building services offer that are going to be key for clients. “Using bonding treatments gives hair more shine and colour vibrancy,” Rio Agor-Watts, Group Education Manager UKI at Revlon Professional explains. “They enable us to repair damage and have more flexibility with achieving a desired result.” And for Louis Driver, Uberliss Educator and freelance hairdresser, the benefits go beyond the client: “For me, including bonding treatments in your service menu shows that you prioritise hair health,” he says. “You’re moving with the times and continuing to develop your services while educating yourself. Just as techniques evolve, so do products.”

Last month, we asked our Instagram followers whether they offer in-salon bonding treatments in our digital poll. A whopping 85% answered yes, but 15% still answered no. Although it’s great to hear of most salons using bonding treatments, now is the time for that 15% to upgrade their service menu as from a business perspective, it’s a revenue booster. We’re talking client loyalty, word of mouth, and customer satisfaction, to name a few benefits. Scott Evans, Wella Commercial Education Manager, stresses that adding bonding treatments to your menu is crucial in today’s beauty industry. “Consumers are becoming more aware of the benefits and by including them in your menu, you demonstrate that you prioritise not only colouring and cutting but also the overall health and protection of the hair. Salons that focus on providing comprehensive haircare will cultivate guest loyalty.”

Likewise, Elena Lavagni, Neville Hair & Beauty for L’Oréal Professionnel Paris explains: “It’s an easy treatment to sell – most clients need extra care for their hair, it doesn’t add extra time onto their service, and it provides instant results. For us, it’s a must. We have regular weekly clients for blow-dries, some come to us every day, so we rely on these treatments to keep the hair super healthy and shiny.”

Licence to Thrill

Bond building treatments are also easy to add to your service menu, either being included in colour services or listed as an add-on treatment. For Jordan Alexander, K18 Senior Director of Global Education, K18 Molecular Repair Treatments are an add-on treatment. “Ideally, this should be used on all clients as everyone experiences damage even if the hair isn't chemically treated,” he says. Likewise, Taz Daddi-Addoun, KERASILK Ambassador and owner of The Birdcage Hair Salon had previously toyed with the idea of including bonding treatments in colour services but explains: “Our stylists enjoy the incentives that come with upgrading clients as we run continuous competitions throughout the year for upgrades. This allows the team to work towards something.”

TIM SCOTT-WRIGHT, SCHWARZKOPF PROFESSIONAL

IT’S AN EASY TREATMENT TO SELL AS MOST CLIENTS NEED EXTRA CARE FOR THEIR HAIR, IT DOESN’T ADD EXTRA TIME ONTO THEIR SERVICE, AND IT PROVIDES INSTANT RESULTS.

Meanwhile, Rio tells us: “Every client is impacted by pollution, so the Revlon Professional Magnet Bond-In System is built into my pricing structure. I’d rather offer clients an opt-out option than a buy-in. I have a duty of care as a colourist to ensure my clients’ hair integrity is never compromised.” Similarly, Louis includes bond builders in all colour services: “It gives me peace of mind and the hair always looks and feels great – clients often comment on the condition of the hair at the end.” Something that will keep them coming back for more.

But for Scott, it’s crucial to provide in colour and standalone options to cater to all clients. “We must recognise that approximately half of our guests opt for in-salon colour services. But we shouldn't overlook the other 50% and offer options for them as well,” he says. “It’s vital to offer express bonding treatments that can be incorporated into a blow-dry or cutting service.”

Wave a Magic Bond

But just how do you market effectively to clients? “I think with bonding, the results really speak for themselves,” Tim Scott-Wright, Schwarzkopf Professional Ambassador, tells us. “We love to showcase before and after pictures on social media as it shows the amazing results you get. If our clients leave the salon with a beautiful colour and healthy hair, we know they are the best promotion for our services.”

Elena explains how she regularly uses her own hair as an example to clients: “Showing what a product can do is the best way to encourage customers to try,” she says. “We also offer a complimentary trial to see the results.” Meanwhile, Taz tells us the benefits of having treatment menus on each styling station: “It allows the client to see a brief overview of what each treatment's benefits are. This makes it easier for the stylist to open conversations with the client.”

But it’s ensuring your clients understand the bond building services that you offer, that's key. “It’s important to keep them educated when they are in the chair to ensure they understand the importance of keeping hair healthy,” says Joe Hill, Aveda International Technical Capability Manager. Something which Nicholas Fletcher-Holmes, KERASILK and Goldwell Ambassador and Creative Director at Hobson and Holmes also likes to do, “to build a client relationship based on trust and open the door to conversations about homecare.” And, perhaps advising clients to give the ‘skinification of hair’ trend a Google will help...