Beverly c's advice for handling 'best age' clients
The UK is getting older... in fact the average age is now 39 and it is rising all the time. But while we're a nation getting older in body; we're getting younger in spirit.And in a culture that has become obsessed with the concept of looking 10 years younger; today's women - and men - want their appearance to reflect that they feel longer without the dramatic mid-life crisis measures of yesteryear.
No aspect of the appearance can have as bigger impact on the way they look than hair; so it's little surprise that a recent survey by Mintel found that women aged between 45 and 54 were the biggest spenders in the hair salon.
However, unlike their average client, almost half of all hairdressers are under the age of 24 so can they really understand the needs of the 'best age' woman , who if treated with care will be a loyal and profitable customer?
Beverly C, Goldwell Ambassador for their new Triflective Naturals range, which promises grey coverage while offering multi-depth tonal colours, gives her top tips for helping you to offer your middle aged ladies the best possible service.
Choose the colour wisely
Giving your older clients the right colour for their skin tone is very important. Multi-tonal lively colour that promotes shine and volume can knock years off. Beware of clients going too blonde or having too many bleach highlight as it can drain colour from the skin tone, but never go for a tone that is too dark as it will be difficult to maintain. The key is to make sure that the colour reflects the eyes and skin tone.
Get the right cut
It's a myth that your clients have to have short hair over 40. Longer hair can still look fab if it's a sophisticated, and sassy 'younger' haircut. Like a beautifully tailored suit, a great cut is a must-have for older clients.
Go for fringe benefits
A fringe can revolutionise your older client's hair and image. Introduce them to 'fringetox' - cheaper than botox! - and watch the years roll away. Just remember to choose a technique that softens and suits the face shape. There's a fringe to suit everyone!
Handle with care
Condition and shine are vital to youthful looking hair. See this as an amazing opportunity to sell lots of fabulous shampoos, conditioners, treatments and finishing products.
If all else fails, fake it
Older clients may well have hair that is losing volume and starting to thin. Let them into your 'secret' that colour can add volume and take years off. Remember, if you meet all your clients' expectations for looking healthy and younger they will become addicted to you and what you can do for them and you'll have another loyal client!
