TRUST THE PRO -TRESS

We explore the variety of extension innovations that have come onto the professional market and how to show clients that they’re more than just an add-on service

There are lots of new methods and innovations in the world of extensions, but when it comes to reaching clients, we wanted to explore what’s working for the pros. Is it all about marketing new innovations, jumping on viral trends or good old fashioned face-to-face recommendations?

Not Just an Add-on

The global hair extension market is projected to be worth just under £4 billion in 2024. There’s no denying that what was once thought of as an add-on service with one specific type of client in mind (let’s face it, a footballer’s wife with waist-long extensions) is now outdated. For many, the first step in acing your extensions business is to change your client’s opinion and where better to start than by updating your service menu? “Make sure that extension services are clearly listed on price menus as a main service just like colour and cuts, not as an add-on,” urges Nick Ineson, Sales Director at Beauty Works.

Extensions clients bring with them a lot of loyalty, so make sure you are valuing them as much as cut and colour clients. If you’re not already offering extensions as a service, why not consider employing a specialist or training staff? With the average extension client coming every 6-8 weeks, it’s a steady stream of income and a happy client. Transform a client’s fine or thinning hair, and the loyalty will grow from there.

Nano Technology

Slim, XXS, Nano... the names for the most discreet extensions may vary, but it’s no coincidence that the leading brands are constantly experimenting to find the most natural-looking results. In fact, ‘nano’ really has become the buzzword in extensions. Remi Cachet has brought out Nano Weft and a new Elegance version of their Nano Tips which has a flexible twisted thread that ensures application is as easy as possible for the extensionist to place and is less detectable in the hair. The XXS Weft is CombLine’s thinnest and most discreet, stackable professional weft yet and as well as being natural looking, GL Tapes Slim from Great Lengths can be added in as little as one hour and retaped and reapplied up to three times. Not to mention the Genius Weft from Spectrum One. The brand's founder, Katy Grimshaw, says: “Our clients want the most discreet methods, and our stylists want the most up-to-date, seamless techniques for colouring and styling and its ultra thin weft track really delivers.”

“FRINGES ARE GREAT BECAUSE THEY TARGET SPECIFIC NEEDS AND ARE GREAT FOR WOMEN EXPERIENCING HAIR THINNING DUE TO MENOPAUSE, WHICH IS NOW BEING TALKED ABOUT MUCH MORE OPENLY”

SHOWPONY

The variety of options available to clients have opened them up to a new audience that may have dismissed the extensions of old. For example, CombLine, from Banbury Postiche, is a hair application system that allows clients to have extensions in finer areas that traditional methods such as bonds, tapes and micro rings would have been visible in. “So individual strands can be applied to fringes, the top of the head, on the sides and crown areas to thicken and lengthen hair for up to six weeks,” explains leading extensionist Inanch Emir and owner of Inanch London. Similarly, Jennifer Swain, owner of House of Swain in Cumbria and a Great Lengths Master sites fringes as being a huge boost to her business. “Fringes are great because they target specific needs and are great for women experiencing hair thinning due to menopause, which is now being talked about much more openly,” she adds.

Aside from need-specific services, extensions are still the go-to for instant transformations. Offering ponytails and clip-ins for events, weddings and parties are a huge asset to your business. In fact, Zen Hair’s new SERENE collection features retail-ready luxury ponytails and clip-in extensions. It’s something that salons can retail, and once they’ve been given a tutorial in the salon, clients can then use at home. In addition, curly hair is being catered for with Showpony’s latest innovation, Curly and Wavy Hair Extensions. “The 3-piece set is per fect for stylists looking to offer hair extensions to clients with multiple hair textures,” explains Rachael Wilson, the Brand Manager at Showpony.

Going Viral

Extensionist Inanch filmed a TikTok earlier this year showing CombLine’s latest innovation for thinning hair. With an impressive 19.4 million views and counting, it’s proof that there’s an appetite on social media for showcasing innovation, not just the transformation.

“PROVIDING VALUABLE AND EDUCATIONAL CONTENT ABOUT HAIR EXTENSIONS THROUGH OUR DEDICATED EDUCATIONAL WEBSITE, TUTORIALS, AND VIDEOS HAS PROVEN TO BE HIGHLY SUCCESSFUL”

Speaking of her TikTok hit, Inanch said: “I wanted to show fellow extensionists and stylists a very short and straightforward video clip showing the main principles of how CombLine is used and the techniques behind this latest innovation.” When we asked her why she thought it had proved such a success, her answer was encouraging. For a professional audience who might view TikTok as ‘only for Gen-Z consumers, it certainly is worth bearing in mind that TikTok is mainly an educational platform that picks up innovative content. “My video clip seemed to tick all its boxes,” she explained.

.

As well as educational videos, there’s no denying the power of celebrity to help a launch go viral. Maya Jama recently debuted her new range for Beauty Works to great social applaud. Maya’s own colour (Brownie Batter), as well as Butterscotch, Cookies & Cream, Hot Fudge and Toffee Crunch are all available in a variety of methods so that all types of clients can get a piece of the Maya pie.

Getting Social

We all know the lure of video content when it comes to marketing hair services. “I always do Reels and before and after pictures of big transformations,” says Alex Ferris, Brand Ambassador for Remi Cachet. “I also take pictures of clients who have been with me for a couple of years to show how their own hair has transformed. It might have been a bob when they first started getting extensions and now it’s grown long and healthy.” Further proof, if anyone needed it, that hair extensions aren’t harmful to natural hair. And it's education like this that can help build authority. “Providing valuable and educational content about hair extensions through our dedicated educational website, tutorials, and videos has proven to be highly successful,” says Stacy Khoury, co-founder at Seamless1. ”By addressing common concerns about extensions, as well as offering styling tips and maintenance advice, you can establish yourself as an authority.”

GREAT LENGTHS

Aside from establishing yourself as an authority, you've got to have the appealing visuals to back it up. Christopher Laird, co-owner of the November Collective notes that he looks at his marketing strategy weekly, if not daily, to select content that will work for that time. “Something that will work in January and February won’t work in summer,” he adds. When searching for new clients and those that don’t already follow your salon or social media profile, Google Ads is invaluable. “We have invested in Google Ads and this has driven click throughs recently to our website, which has generated a lot of leads for our salons,” says Johnny Yip, Managing Director of ZEN Hair.

Pass it On

Never forget the power of word-of-mouth recommendations. “We actually don’t tend to focus on the big transformations like we used to,” explains Great Lengths Master Jennifer. “That used to be the main bulk of our extensions business, but it’s changed a lot over the years. Now, we focus more on fill-in services such as enhancing fringes or thickening hair.” It’s these ‘need-specific’ services that really work for peer-to-peer recommendations. Real life testimonials from satisfied customers are unparalleled in their impact. When clients share their positive experiences, it creates trust. When you do a service as potentially life-changing as hair extensions, you see the client through all stages of their life, eg. pregnancy, menopause and during any stressful periods that could cause hair thinning or loss.

Thomas Gold, founder of Gold Fever hits the nail on the head: “While influencer partnerships and packaging are valuable, the authenticity of our clients’ stories is our strongest asset.” Hear hear. With extensions, it’s always the client that comes first.