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EXPERIENCE Matters

Looking for seven practical steps to elevate every stage of the client journey and build stronger relationships? Enter Salon Emotion by L’Oréal Professional Products…

T he definition of a great salon visit has shifted. Artistry remains the foundation of our industry, but clients today are looking for something more; an experience that is personalised and genuinely valuable from start to finish. In a competitive market, client retention is no longer won solely in the styling chair. Instead, it is built across a series of deliberate touchpoints, both digital and physical, that happen before, during, and after the service.

To help salons navigate this changing landscape, L’Oréal Professional Products’ Salon Emotion breaks the journey down into seven steps with recommendations to transform client experience. By looking at your business through this lens, you can identify the micro-moments that matter most to your clients, ensuring they leave your space feeling valued, understood and eager to return.

Step 1: Attract Me

The client relationship starts long before they reach the salon chair. Today, clients aren’t just booking a service; they are shopping for a human connection and looking for a stylist who matches their vibe. By showcasing your team’s authentic personalities, quirks and passions online, you can spark a relationship before the appointment.

Massarella & Jones

“It’s really important to give your client an idea of the person they’re seeing. It doesn’t have to be hair related; it’s about that person, it’s about their personality and about what they love.”

Lorenzo Colangelo, The Gallery

Step 2: Welcome Me

While a salon visit is a coveted luxury, stepping inside can feel intimidating. Entering the salon is a high-stakes moment where the atmosphere must speak louder than words. Meticulous attention to detail and unexpected, warm gestures instantly put clients at ease, making them feel safe and deeply cared for.

Williams & Hirst

“As the client walks through the door we try and get everything right; every bit of attention to detail… creating a warm welcome.”

Haylee Benton, Alchemy & I

Step 3: Wow Me

A great consultation is where your professional authority is established and client trust is won. Today’s clients want to appreciate the artistry and talent behind their look. Slow down, dedicate uninterrupted time to this conversation, and co-create a vision that makes them feel heard.

“You really do need to dedicate that bit of time in your appointments, because that consultation is going to be the one thing that carries you through the whole client journey.”

Ross Williams-Hirst, Williams & Hirst

Step 4: Relax Me

The backwash is the emotional heart of the salon visit, the sacred space where clients go to unplug from the world. Elevate this routine step into an immersive wellness escape by deliberately engaging all five senses with mood lighting, transportive scents, and tactile touch. This transforms a simple wash into a memorable, ritualistic experience.

Williams & Hirst

“One of the most crucial parts of that journey for a client is having their hair washed. The backwash touches every one of our senses.”

Lorenzo Colangelo, The Gallery

Step 5: Reveal Me

The reveal is the highly anticipated moment where your artistry is finally spotlighted. But beneath the excitement, clients often feel incredibly vulnerable waiting for that first look. Guide them through this milestone with transparent communication, creating a safe, open space where they can speak their mind and walk away feeling confident.

“We like to build up that moment where the client is going to have the big reveal. It has to be theatrical.”

Ken Eastwood, Kennadys

Step 6: Empower Me

True professional care doesn’t stop when the appointment ends; it’s about giving your client the confidence to recreate their look at home with tailored recommendations. By making product discovery playful and interactive through promotional hotspots or digital technology, prescribing products becomes part of the experience rather than a transaction.

“When it comes to recommending home care, the first thing I tell my stylist is ‘it is not a sale’ – it is about your brand looking good when it’s out on the high street.”

Lorraine Naughton, OB-1 Hair

Step 7: Care For Me

Salons are no longer only hair destinations but treasured social sanctuaries and lively community hubs. Cultivate this bond by staying connected between appointments and build lifetime value by providing reasons to return. When clients feel they truly belong to your community, they become your most vocal brand advocates.

“We feel as though we are a community, a salon full of clients that want to spend time here… it’s their safe space.”

Sally Montague, Sally Montague Hair Group

Take The Next Step with the Salon Emotion E-Learning on L’Oréal ACCESS

Elevating your client experience doesn’t always require a huge budget or a complete interior redesign. Often, the most powerful improvements come from refining the small details your team execute every day.

Salon Emotion provides a clear framework to help you audit your current client journey, spot the hidden opportunities for growth, and take your salon experience to the next level. Designed for hair professionals, this expert-led, personalised e-learning features modules that take just 10 to 15 minutes to complete.

Sign up to the e-learning on L’Oréal ACCESS