Whilst some feel like setting new year's resolutions is a tired tradition, others find a newfound sense of motivation when January rolls around. However, the reason so many fail with their goals is that they give themselves unachievable targets. So, we decided to speak to some hair professionals to find out about the hair resolutions they'll be encouraging their clients to make in 2024, and how they'll be supporting them.
Jo Robertson, Education Director for Wonderful Brands, shared the goals that she plans to give clients in various situations. For example, for those looking to grow their hair in 2024, she explained: “We often only think about the hair that we have already grown and not the hair follicle. I would recommend starting to think about your diet and boosting your vitamin intake.” Meanwhile, when it comes to clients who are looking to repair damaged hair – whether it be from excess heat, colour, or something else – she suggests: “Make take-home masks compulsory. Often clients buy treatments but don’t use them. In consultations ask how many times a week do they use a mask, to reinforce the importance.” You can find out about how long it really takes for damaged hair to repair here. However, when dealing with an irritated scalp, she says: “Start with natural – my go-to is olive oil, but if in doubt refer back to the Doctor.”
When it comes to helping to set hair resolutions, Jo also has advice for lazy or reluctant clients and encouraging them to make changes to their at-home haircare routine. She explains: “I find seeing is believing. You can demonstrate porosity by doing a strand test or putting a hair into a glass of water; if the strand sinks, it demonstrates it is porous.”
Brandon Messinger, Ambassador for Denman, also sheds some light on helping clients to set hair-focused resolutions. Once you've convinced clients on the importance of at-home haircare, and explained how this will help them to achieve their hair goals, you then need to ensure that they're using the right products. Brandon says: “I explain to clients that they are paying for a premium service, so it makes no sense to go the supermarkets and buy something that is not going to be beneficial. This is especially important if they are looking to preserve colour, because generally salon products are formulated to professional colour and help with longevity and repair. "I point out that they wouldn’t buy a Ferrari and get it serviced just anywhere. I explain to customers that they are protecting their investment, so investing in the appropriate premium haircare is a logical step."
Jo also discusses how you can encourage clients to book in for regular appointments, without coming across like you are just trying to make more money from them. She notes: “I think sometimes we don’t share all of the services that are on offer. Adding value to salon visits is always welcomed. Become their hair and scalp expert and share tips, ask questions in consultations and take time to listen. Often we don’t ask enough leading questions.”
In fact, Brandon shares that one of the hair resolutions he will be encouraging his clients to make in 2024 is to not leave it too long between appointments. He explains: "Some clients like to leave a long period of time between visits to the salon. They might leave it four or six months. So, I tell clients that after the 12 week mark, split ends start to develop and travel up the hair shaft, which can lead to fly aways and breakage - and the hair looking generally unhealthy.
"As such, I don’t recommend the 12-week mark as that’s the point at which split ends happen, so I encourage clients to return to the salon at the latest 10 weeks after their last visit, to preserve their hair and keep it in optimal, healthy condition.”
