Let's get PERSONAL

Highlight the bespoke nature of colour services to help drive clients back into the salon

ANNE VECK

Whether you’re planning to raise prices this year or want to give your clients more value for money, showing the true worth of professional colour has never been more essential. From in-depth consultations that help you build lasting relationships, to bespoke colour services, we went straight to the source and had a chat with the ambassadors at some of the biggest colour brands to find out how they’re keeping clients coming back for more.

Consultation is Key

Every successful colour service begins with a thorough consultation. While this statement is nothing you’ve not heard a hundred times already, have you stopped to think about whether you’re doing enough in yours? “With the ever-growing presence of hairdressers on social media showcasing different techniques and using industry terminology, it can be somewhat overwhelming for clients,” says Holly Bullock, NXT Brand Ambassador. First things first, determine what your client does and doesn’t like – visual aids are great for this, with Holly noting: “This gives my client the comfort that I can see exactly what they’re looking for.” No room for miscommunication here!

Once you’ve established this, Joana Merêncio, Andreia Professional Technical Hair Trainer, recommends digging a little deeper. Hair colour often has an emotional impact on clients, with some transformations going beyond aesthetics. Expanding on this idea, she says: “Hair colour can represent personal reinvention and confidence; a fiery red shade, for example, often conveys boldness and self-assurance, while transitioning to natural grey can be an empowering and liberating experience. Understanding the emotional aspect of hair colour and supporting clients through these changes makes the process even more special and meaningful.”

Meanwhile, Brooke Jones, owner of The Grid Collective and Quif Ambassador, shares her unique approach to consultations, explaining: “Every time a client comes in, we look at it as if we’ve never seen them before – it’s a totally bespoke service. We go through everything and find out exactly what it is that they want to achieve from this appointment.” The benefit? Clients feel freer to suggest something new, allowing them to push their boundaries without hesitation. By taking the time to listen and understand each client’s individual needs, you're not only offering a tailored service, but also fostering a sense of trust and loyalty that goes beyond just the appointment. As Brooke emphasises, it’s this personalised attention that keeps clients coming back, knowing they’ll always receive a unique experience that aligns with their vision.

Once you’ve established what your client’s goals are for their colour, you need to think about what’s possible within their budget. “I talk about price straight away,” says Brian Leo McCallum, owner of ROAR Hair & Beauty, for Goldwell. “By letting the client know how much their service will be before starting, it gives them the opportunity to adjust anything to their budget and makes for a much more personalised service.”

GARETH WILLIAMS

Go the Extra Mile

If you’d like to offer your clients even more in the consultation process, why not take a page out of Nova Fanner’s book and take a course on colour analysis? “I learnt so much about colour that we don’t get taught as hair professionals, but it’s so relevant to what we do day in, day out.” Plus, the colour analysis will also support the client with their wardrobe and make-up, so they’ll be getting even more bang for their buck.

JAKE NUGENT

With colour houses constantly developing new colour technology to help stylists take their work to the next level, it would be silly not to take advantage of the many resources on offer. For example, Siobhan Haug for Schwarzkopf Professional recommends the Salon Lab Analyzer, which uses infrared technology to assess the hair’s internal strength. “There are lots that we can judge by eye in a consultation that we can back up with traditional hair tests, but the Analyzer scans the strands at a microscopic level, looking at hair damage, colour health and how your client’s current haircare routine is impacting them.” This allows colourists to make informed decisions on the best colour approach without compromising the health of the hair.

Technique Chats

Once you’ve nailed down the result your client is hoping to see, it’s time to think about the best way to achieve this – and how you can make it unique to them. Tracey Ann Smith, ASP Ambassador, doesn’t rush the planning process; instead, she likes to make a plan on head sheets before starting to apply colour. “This ensures the placement enhances each individual clients’ haircut and face shape – maybe it’s a halo, panels or a face frame.”

When it comes to colour placement, Tom Smith, evo international creative colour director, explains that he is inspired by the unique details of a client’s hair type, texture and hairline. “I especially love looking at how their parting sits naturally when they arrive in my chair, rather than trying to perfect it. Being led by the reality of how your client wears their hair, rather than the optimal, will mean more good hair days for them.”

Of course, no two colour transformations will ever be the same, which is why Jake Nugent, OSMO Ambassador, points out that sometimes, a combination of different techniques will be necessary. “Sometimes I’ll go for a classic balayage or combine balayage with highlights for more depth. In other cases, I’ll even use up to three techniques together—like balayage, highlights, and lowlights—to really personalise their colour and create a unique look that flatters them perfectly.” To really nail home the personalised aspect of the service, why not narrate to your clients what you’re doing and why you’re switching techniques as you move through their hair? This will highlight your expertise and reinforce the superiority of in-salon colour versus at-home box dyes. To further this, Hayley Penny, Yellow Professional Educator, suggests mixing colour where clients can see you, allowing them to witness the artistry behind the personalised formula and appreciate the professional touch they’re getting.

And if you really want to guarantee your clients get a bespoke colour every time, Ashleigh Hodges for FFØR says her go-to technique is freehand. “This way I can ensure I’m painting the hair according to its natural fall. FFØR has a great clay additive for this and the range of tone available means I can tailor the nuances of the hair colour to my client, too,” she says.

To prevent complacency in colour creations and ensure each client leaves the salon with a look tailored to them. Heather Shaw, Creative Director of Advanced Education at Francesco Hair Salon, for Wella Professionals, shares her one rule: “No one should be given just one global tone, because you need to give them something they can’t create at home.” One of Heather’s favourite ways to personalise a colour is to simply incorporate face framing – but that doesn’t always mean adding lightness. “One of my favourite techniques is using depth to contour the face,” she says.

However, while combining techniques can create a beautiful bespoke colour, you also need to consider your client’s lifestyle. If they’re looking for something lowmaintenance, Claire Heald, Elgon Educator, suggests the halo technique with a veil on the parting area. “It creates a blanket for the re-growth, which can be touched up every 4-6weeks with a gloss service to keep them more regular.” Similarly, to offer flexibility to clients that might have time or budget restraints, Sophie-Rose Goldsworthy at Goldsworthy’s for L’Oréal Professionnel tells us how introducing services like the Mini Root Touch-Up, which focuses on the hairline and parting, is a great option for those looking to alternate between full colour services while keeping their regrowth minimal.

Building Relationships

At the core of every successful salon is the bond between stylist and client. When it comes to bespoke colour, this relationship is more than just a routine interaction – it’s the key to client satisfaction, ensuring the client not only feels listened to, but is able to trust you. So, how can you grow your relationships with clients in aid of this? Simply put, always listen to your clients. Gareth Williams, Global Ambassador for Moroccanoil, expands on this: “A lot of the time, us hairdressers are working under pressure with multiple clients, balancing our time and focusing on the artistry of our work. Staying focused in the consultation, not interrupting your guest when they are explaining their desires and enabling them to feel fully heard is super important.”

Once you’ve listened to your client, it’s time for a little honesty – whether this means setting them straight on the upkeep required for their desired colour, how much it will cost them, or if it will suit them. As Heather explains, one of the most power ful things you can say to a client is no. “If a colour isn’t achievable for them or won’t work in the long run, they need to hear that from you. When a client knows they’re getting advice that’s truly in their best interest, they’ll keep coming back.” Of course, in an ideal world your clients will take your advice, but this can require creative thinking and coming up with alternatives that will keep them happy without compromising your integrity as a professional. “I find meeting in the middle is often a good option,” explains Amber Letham, Crazy Color Ambassador. “Can they come in every 4-6weeks and spend £200£300? Often the answer is no – so if they were hoping for a full head bleach, how about highlights we can build up over time? Full head rainbow? How about rainbow panels to start out?”

Plus, to ensure clients are getting the best possible service, Charlotte O’Flanagan, Owner of Charlotte Paints Hair, recommends highlighting the talents of all of your team members. “We have a choice of four different stylists, each with expertise in various techniques, so clients can rest assured that their individual needs are being met by the best person for the job.” Why not showcase this on social media by adding a highlights reel for each stylist, outlining their skills before showcasing examples of their work on happy clients. You could even include some reviews!

Marketing Matters

Now you understand the power of bespoke colour and are equipped with the knowledge on how to offer it, it’s time to let your clients know too, starting with social media. “I love the consultation versus result videos we’re seeing right now,” says Holly. “They show potential clients how the stylist is listening to the wants and needs of the person in the chair, and seeing this come to life in a step-by-step process shines a light on the skill of the professional.”

Before

Holly Bullock

After

Speaking of skill, Francesca Wood, Head of UK Education for Danger Jones, advises shouting out your education online. “Clients love being able to see your education experience – it reassures them that you’re the best person for the job. Think of your social media like a portfolio, with each post showcasing a new skill.”

However, sharing your education with clients doesn’t just have to be limited to social media, with The Vanity Dolls, Directions Ambassadors, suggesting you also educate your clients on the products you’re using. “We love telling clients that Directions is 100% vegan, with no peroxide, ammonia or PPD – making it much healthier for their hair than box dyes.” (Of course, it doesn’t hurt to share this information online too, as this might attract new clients into the salon).

As discussed, bespoke colour doesn’t have to only refer to visagism (enhancing your client’s face shape, skin tone or eye colour) – it’s also about providing a service that will prioritise the condition of their hair. Layla Smith, KEVIN.MURPHY BRAND MASTER expands on this, noting: “No colour will ever look its best on damaged hair; for compromised or dry hair, I recommend RE.STORE by KEVIN.MURPHY—a repairing cleansing treatment that transforms texture, leaving hair stronger and smoother.”

When it comes to bespoke colour, it’s also worth considering how much time your client is prepared to sit in the chair for. To help clients make informed decisions about the services on offer, Emma Simmons from Salon 54, UKI Revlon Creative Artist, says: “We’ve broken down our colour service menu, showing the timeframe and a short explanation of each service.” She also explains how introducing smaller services, like face framing or grey glazing, can help clients ‘pick-and-mix’ a custom colour service, highlighting the bespoke nature of the appointment.

On the flip side, Victoria Panting, Technical Educator for Paul Mitchell, is an advocate for all-in-one packages – which in addition to the bespoke colour, also include take-home aftercare and pigmented conditioning treatments – explaining that this can help clients recognise the value in a fully tailored experience.

Service Doesn’t End in the Salon

When providing bespoke colour, one of the benefits to push to clients is that service doesn’t end in the salon – in fact, Francesca likes to share her expertise beyond the salon doors by sending clients home with a digital aftercare sheet. “So they have something to refer back to at a later date; bombarding clients with information in the salon can often be overwhelming and is easily forgotten.”

Ultimately, bespoke colour isn’t just about creating a colour that’s unique – it’s about creating an experience that feels unique, too. From taking the time to understand their personal style and emotional connection to their hair, to offering services and advice that truly caters to their needs, and ensuring their colour lasts long after they leave the salon, it’s the little things that make all the difference. In fact, NXT’s latest Always in Colour Campaign sums it up per fectly: “Sometimes it’s about celebrating the power of subtlety, showing how colour doesn’t need to shout to make an impact – it’s all about making it work for the individual.”

COLOUR AND CARE ESSENTIALS

1 Katie Groves, ELEVEN Australia Educator, says: “The great thing about Eleven Australia’s shampoos and conditioners is that they are all colour safe. This means I can ensure my clients’ hair is protected while still addressing their other hair needs. For example, using Miracle Hair Treatment at home will help to keep the colour safe from heat, while the Keep My Colour range helps maintain cool tones in blonde hair.”

2 Dan Spiller, JOICO Colour Ambassador, tells us: “Nine times out of ten clients reach for purple shampoo which, when used incorrectly, dulls their colour. Instead, I recommend the Blonde Life Brightening Shampoo and Conditioner from JOICO, which brightens and maintains their colour until their next salon visit.”

3 Jayson Gray at Keune explains: “My go-to in-salon treatment that also works as a take-home solution? CLEANSE MIST. This game-changing innovation gently removes metal deposits from the hair, purifying and detoxing it.”