THE AGE OF HAIR COLOR: ARE YOU MAXIMIZING OPPORTUNITIES?
For a busy stylist, it’s easy to get stuck in a rut of cutting and coloring all day long, without giving much thought to best profit practices like a better consultation or a focus on add-on services.
But what if you shifted the spotlight of your business onto your color clients? How would your revenue change? How could you maximize color dollars?
Source: @avedaitgirl
“Hair colorists can situate themselves as high-income earners,” Alberto Swanson says. “Color is a prestige service in the salons, there is acceptance of it. Relentless marketing has created that—there’s a celebrity spokesperson for almost every line.”
More glamorous than ever, hair color is now seen on the runways and positioned as high fashion. Swanson says to capitalize on that and use color to create prestige in the salon and for guests.
“No other service in the salon can promise prestige and exclusivity,” he says. “Salons and stylists who specialize in color have a certain cache. It’s an art, and the master colorist who delivers superior results is a role model in the industry.”
Consumers understand home results are not as good, which creates loyalty in the salon to colorists.
“There’s a mystery behind the formula and the application technique,” Swanson says. “A precise formula must be created to deliver the look—customization is vital so the guest doesn’t get bored.”