BONDED FOR LIFE

The loyalty you get from offering in-salon bonding treatments to clients is unmatched, here’s why

TOM METCALF

There’s a reason that bonding treatments are a rapidly growing, successful haircare category. They work, produce noticeable, often instant results, and according to consumer trends analyst Spate, Google searches for hair bonding treatments increased by 36.5% yearover-year, proof that they’ve got an online buzz too. If you haven’t included in-salon bonding services to your repertoire, what are you waiting for? Although the experts might disagree on how to market them to clients (include them in all your colour packages as standard or feature them as add-on treatments) what they all do agree on is that in-salon bonding treatments really, really work.

Consultation 101

But how to bring them to clients’ attention? As with all communication, listening is key. “Mastering the art of listening and problem solving is the solution to selling haircare,” shares Sophie Benson, Education Manager at Keune. “Always include your haircare conversations at the beginning of your consultation, this is the most natural way of recommending treatments and care.” That way, clients know up front what their appointment will look like.

“Instead of calling it a ‘treatment’, position it as an essential hair strengthening service, something that hair needs rather than it being a luxury,” says Hayley Hughes, Education Manager at Aveda.

IF YOU DO LIST IT AS AN ADD-ON ON YOUR SERVICE MENU, SELL IT IN AS FUTURE-PROOFING THEIR HAIR AND KEEPING IT IN THE BEST POSSIBLE CONDITION.

Thinking of bonding like this, could prompt a new way of looking at your service menu. Sophia Hilton, Global Ambassador for Innoluxe actually takes it one step back. “We have a dedicated bonding page on our website, and we talk about it on our Instagram. Usually by the time the client sits in the chair they already know that they’re going to be buying it,” she explains. “We just put it on the cards and explain this is the product we use to keep the hair in good condition. No one argues with that. If you try to do it as an upsell, it will seem like it’s optional. For me, colouring without a bond builder is not an option.”

If you do list it as an add-on on your service menu, sell it in as futureproofing their hair and keeping it in the best possible condition. “We say it helps guests protect their hair investment, ensuring that it stays in peak condition between appointments,” explains Benjamin Shipman, Brand Director of The Hair Movement. If you’re struggling with getting the message across to your team, point out that it offers better hair health and client satisfaction. “By offering bonding treatments as an add-on to colour, lightening or even straightening services (even at a discounted price), we know that this will result in more referrals and positive reviews,” shares Jacqui McIntosh, European Educational Director for Avlon Europe.

Explaining Bonds

You can go down two routes when explaining the science behind bonding treatments. Scientific or metaphorical. First up, the (simplified) science route. “When hair bonds are strong and intact, they create the foundation for healthier hair, optimal styling and better colour results,” says Mark Coates, Olaplex Director of International Education. “Use clientfriendly language such as “reduces tangling and brings smoothness back” or “enhances shine and holds styles better”, rather than technical terms like disulfide bonds.”

Metaphors are useful too. “I tell clients to think of their hair like a rope, if the strands start to fray the rope gets weak. Bonding treatments repair and reinforce those tiny fibres, making hair stronger from the inside out,” adds Mark Leeson, Goldwell Ambassador UKI.

Instant Results

Live demonstrations are great because there is a clear before/after that clients can see and feel. “Why not apply the treatment to a single section of hair, allowing the client to feel the difference in strength and smoothness instantly,” suggests Hayley Hughes. Not sure how to fit this into an already timepushed appointment? Why not host an evening that focuses specifically on bonding treatments? You could do it via models or you could offer one-strand bonding treatments on guests. “With Goldwell Bond Pro they’ll notice hair feels fortified, resilient, and nourished after just one treatment,” explains Mark Leeson. Bonding can also be introduced as part of a leave-in conditioning treatment. Haug London Haus wraps client’s hair in a hot towel infused with essential oils, plus a leave-in with Schwarzkopf Professional’s Bondfinity technology. “We explain how the heated towel encourages the treatment to sit deeper into the hair shaft,” explains Co-Founder Siobhan Haug.

Salon Exclusives

Exclusive in-salon services could be the game-changer you need in the run up to the post-Budget financial changes coming into effect in April. If you’re not offering bonding treatments, or you’re not charging for them, it’s time to change tack. “Professional bonding treatments like OLAPLEX No.1 and No.2 are only available in salons, showcasing the stylist’s expertise and delivering results that at-home products cannot replicate,” shares Mark Coates. We can’t stress enough the importance of telling clients that although they might see ‘bonding’ claims on high street products, the technology that they’ll find in an in-salon treatment is unrivalled. And, they’re better for your salon’s bottom line too. “Although K18 isn’t actually a bond building product, and we don’t describe it in that way, K18’s Biotech ultimately means better hair, which means better customer retention, increased visit frequency and an additional revenue stream that’s only available to professionals,” concludes Peter Tobolski, UK distributor of K18 and Founder of Scalp Solutions.

Finally, don’t underestimate how knowledgeable clients are about bonding. “Our clients are clued up about bonding/re-bonding services and if you don’t offer these exclusive services, they may go elsewhere,” cautions Karen Thomas, Brand Master Educator for Revlon Professional UK. Get on board with bonding, before it’s too late.

THE HAIR MOVEMENT NICE AND SMOOTH

IF YOU’RE NOT OFFERING BONDING TREATMENTS, OR YOU’RE NOT CHARGING FOR THEM, IT’S TIME TO CHANGE TACK.

PREMIUM BONDS

1: L’Oréal Professionnel Paris Molecular Repair Pre-Shampoo is an in-salon exclusive that strengthens damaged fibres with a long-lasting repairing active.

2: Revlon Professional Magnet Ultimate Technical Additive includes re-bonding and an anti-aggressor action.

3: Bumble and bumble's TripleBond Flash Rinse is part of a salon exclusive service.

4: The newly relaunched Schwarzkopf Professional BLONDME range contains Bondfinity technology - perfect to add to an in-between colour service as part of colour package.