A closer look at the hairdressing industry in the usa today

The USA is famous for its big, glamorous hair and equally glamorous hairdressers. But it’s not all about what’s on the surface, the USA is also home to some of the most business-savvy salon owners in the world. Getting retail right The USA has always been streets ahead of other nations when it comes to retail and, despite suffering a recession along with the UK, retail remains a significant part of any successful salon business. Says Van Council, co-owner of Van Michael Aveda Concept Salons in Atlanta: “I think that in the past 20 years salon owners and product companies in the USA have learned that retailing is where the money is. Retailing is where we see the best profit margin. Our approach to retail is the same with everything in our salon – it starts with education. “Our clients know that we are the experts and we know we have to give them all the tools they need to recreate their look at home. Making sure they know how to style their hair at home feeds directly into client retention and the right product is key to success.” “I think US salons are good at retail because it’s a major part of our schooling,” says Colin Caruso, New Jersey salon owner and Paul Mitchell educator of Salon Caru. “Goals are set in retail and there is a pass or fail associated with how well you are able to meet these. I look at my salon as two separate businesses – the art of cutting and colouring hair, and the business of selling and recommending products.” Trend setters US hairdressing is, not surprisingly, very celebrity-driven, which makes it essential for salons to keep up-to-date with the latest A-list looks and the resulting trends. Rodney Cutler, owner of Cutler Salons in New York city, knows all about the power of the celebrity, with a number of famous clients on his books. This includes Emma Watson and it was Rodney that created her crop following the end of the Harry Potter franchise. Says Rodney: “The USA is a consumer society highly influenced by what we see in the media and is trend focused; people are very current and whimsical, so it’s up to salons to keep up with this and stylists need to have their finger on the pulse. Women are also looking for a great experience, but with time in mind. “Hairdressers in the USA are expected to create long-term client relationships. Similar to a physician, stylists must forecast an individual’s look and prescribe the best services and products to achieve that desired end goal.” The 1980s are also back with a contemporary twist in the USA, according to Colin Caruso: “I’m seeing my childhood coming back. It’s not surprising to me. All of us 80s kids are now adults and in charge of trends and fashion, so of course we are bringing back what we loved as kids and sharing it with our kids. I see neon hair, asymmetrical cuts, and extreme shapes coming back strong.”   TOP US TRENDS • Colour bars are the biggest trend, according to Redken, with cash-rich, time-poor clients clamouring for express services, including quick colour maintenance. • Personalisation is key, according to Redken’s research. Women in the USA are increasingly looking for more bespoke services, with the emphasis on personalising trends to each client. • Blow-dry menus are a growth service for salons across the USA, according to Paul Mitchell, particularly with the 1980s looks coming back. • Conditioning treatments are increasingly in demand, according to Aveda.