ADVERTORIAL

TEXTURE Talk

Today’s consumers demand a lot, but tell us something we don’t know! We’ve got some insights that might just prompt a service menu switch up – and pump up your profits at the same time. Fact: clients want hair treatments to deliver smoothness, anti-frizz properties and added shine* and with 1 out of 2 consumers saying they have frizzy, dry, unruly or unmanageable hair – or a combo of all four* – then there’s never been a better time to offer something to cater to their smoothing goals.

Did you know that the #1 most requested care service in salon is to make hair smoother and straighter* but only a fifth of women have ever tried a demi-permanent or permanent smoothing treatment? But why? Nearly a quarter of women have put ingredients like silicones and mineral oils on their no-no list**, citing fear of hair damage as the reason they won’t book the hair service that would finally give them the texture they’ve always wanted. But what if we told you that there were new innovations that could change everything you thought you knew about texture services…

Whether your client wants to smooth things out or enhance their curls, you can now tap into both sides of the market with Wella Professionals Pro+ Perform. Permanent texture services are a highly profitable service. But the real cincher? Clients can’t replicate them at home.

*H&P Care 2022, 8 countries (US BRA MX IT UK DE CHN JP), Women 15+ users of hair category / Circana US/ UK/ Germany 2023. Benefit growth.
*H&P Styling US UK DE. Usage in the P12M
**H&P Care 2022, 8 countries (US BRA MX IT UK DE CHN JP), Women 15+ users of hair category. H&P Styling 2024, 3 countries (US UK DE), 
women 18+ *By extension with colour services.

RE-Introducing: Pro+ Perform

*according to Kline’s Salon Hair Care Global Series (data for the full calendar year 2024, published in May 2025)

THE PRO + PERFORM STATS

• The first perm with plex technology for incredible hair quality

• New minimalistic improved formula

• New improved scent

• New formats and a simplified line up

• New education to inform and inspire

SMOOTHING Reinvented

Wella Professionals SmoothFillerTM is a breakthrough service that smooths, fills and restructures delivering a dose of anti-frizz magic that leads to faster blowdries, speedier styling and more manageable hair.

Learn how SmoothFillerTM can boost your profits with Wella Professionals

*according to Kline’s Salon Hair Care Global Series (data for the full calendar year 2024, published in May 2025)

A revolutionary technology, built on Wella Professionals’ in-depth hair colour expertise, SmoothFillerTM quickly and effectively delivers ingredients deep inside hair, to act from within, instead of from outside.

It fills the hair’s protein structure, creating new, stable, and longer-lasting internal bonds through heat activation, without leaving any coating. The result? Hair that gleams with natural shine and movement. Plus, there’s no restrictions for the client as they can immediately wet, wash their hair, head to the gym, and use any aftercare product – ending the struggle of needing a sulphate-free shampoo. Turn your clients daily battle with their hair around in a 2-hour appointment!

**lastingness may vary depending on hair type and hair care routine.

Profit Calculator, simply scan the QR code here

*lastingness may vary depending on hair type and hair care routine.

The Pro EXPERIENCE

Charlie, texture is one of the biggest client concerns right now. How are you seeing this trend play out in your salon?

Clients are always looking for a magic product that will transform their hair from flat and limp, to full and voluminous. It is a stylist’s job to help clients achieve their desired results. Currently we suggest multi-product styling whereby we use multiple products either mixed to get other or layered on the hair. But something exciting is coming…

Despite texture being such a hot topic, only 1 in 5 women have tried a demi-permanent smoothing or permanent straightening service. Why do you think that is, and how do you overcome those client hesitations?

Taming unruly, frizzy or ‘puffy’ hair has always been challenging. The use of smoothing treatments can really help to de frizz and make drying time less. These products are under-used as stylists don’t fully understand the product/technique and so the client isn’t fully briefed on the results that are possible. Clients will listen to their stylists if their stylist really believes in the product.

How do you educate your clients about the benefits of texture services – whether it’s smoothing, straightening, or enhancing curls – so they feel confident to try something new?

It’s really important to record ‘before, during and after content’ of services that clients might not know about. I’d put smoothing services in that category. There are many hair types that would benefit from this service, it isn’t just for extremely curly hair types. Think about it - the majority of hair types do not react well to damp or humid environments and smoothing treatments really help de-frizz hair. Long hairstyles still dominate, and most long hair will require some level of smoothing.

SmoothFillerTM is a major breakthrough – the first demi-permanent smoothing treatment from a leading salon brand, offering effortless styling for up to 12 weeks. How does having a trusted name behind this service help you build client confidence?

Having a trusted name behind this service is a game-changer for smoothing services. Wella colour is number one in the world, Wella perms are the best and so therefore smoothing services will go hand in hand to offer as a professional service to clients. It’s an addition to our portfolios of professional services and that makes it so easy to promote with confidence and, above all, knowledge.

One of the unique benefits of SmoothFillerTM is that it doesn’t require specialist training to perform. How do you see this empowering your junior team members to grow their skills and client base, while boosting revenue?

This will be a great service for younger team members to deliver. In this difficult time for salons, utilising younger team members is essential to the running a salon efficiently.

What business tips would you give other salon owners looking to grow their texture service offering?

Trying to grow texture services requires every team member to have an understanding of what happens to the hair and what results can be achieved. Every hairdressing service starts with a vision. The best way to launch this is to get together different models with different hair types and experiment. I’d recommend getting as many staff members having it as possible, then their personal experience will sell the service.

according to Kline’s Salon Hair Care Global Series (data for the full calendar year 2024, published in May 2025)

Delivering before and afters and client testimonials will help promote and widen the understanding of smoothing treatments.

How do you see texture services evolving in the next year, and how will innovations like SmoothFillerTM and the restaged Pro+ Perform line help salons stay ahead of the trend?

Texture services are about to explode! Whether we are smoothing the texture or creating new textures by improved permanent wave products, there is about to be a surge in new textures, creating new looks. This in turn is going to expand skill levels requiring stylists to learn new techniques. Perming is as much of a science as colour and it is exciting to have it back on the menu. We’ve got lots of training sessions ahead and new education for hairdressers who have missed out on the basics of perming hair.

Finally, what advice would you give to stylists who may be hesitant to invest in texture services or worried about client uptake?

Stylists who are hesitant to invest will be left behind. You know the saying ‘He who hesitates…’ It’s very important to invest in education, be aware of changing trends and look out for what’s next!

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