With the festive period fast approaching, salons and stylists across the country will be gearing up to embrace the busiest time of the year – party season. Hair-up appointments have long been a party favourite, but what other ways can you ensure your column stays full and clients stay satisfied?
Creating party packages can be a great way to introduce your clients to all that your salon has to offer, by combining different services into pre-designed appointments to suit a variety of price points and occasions. For example, Victoria Panting Technical Educator at Paul Mitchell suggests putting together a ‘Gloss and Glow’ package: “Everyone loves that shiny, camera-ready hair, and a glossing treatment paired with a luxurious mask will give clients just that. Using products like Paul Mitchell’s Awapuhi Wild Ginger Hydrasoft glossing treatment paired with Awapuhi Wild Gingers Intensive Treatment could take their hair to a whole new level of shine and strength.”
Building in add-ons to services clients are already familiar with, such as the blow-dry, is another smart way to keep clients looking and feeling their best, while boosting your profit margins. Alongside the launch of ASP’s Gloss and Glaze Shotz, the brand has also introduced a new coloured blow-dry menu just in time for party season. The idea of this menu is for salons to download it from ASP’s marketing toolkit, print it off, and have it up in their salons to help promote the service. Jon Aherne, ASP Ambassador, explains: “A colour refresh with Gloss or Glaze Shotz can take just 3-20 minutes, and can help boost your client’s colour, or simply add shine to natural hair.” Plus, with all of these shades being mixable, you can create a bespoke look for each individual. Clients will want to stand out a party, and what better way to help them achieve this than with a look no one else will have, that’s expertly designed to complement their features?
Similarly, some clients may be looking to make a splash by switching up their usual colour – but without the commitment of a permanent colour change. For example, Chelsea Thompson, owner of Slunks Salon and a Crazy Color Ambassador, tells us that her favourite party package is a pretty pink blow-dry. “By simply adding a few drops of Crazy Color’s Power Pigment Pink Drops into shampoo, you can transform blondes instantly, giving them a soft pink hue that will fade away in just a few washes.”
Many clients may be on a time crunch when it comes to getting ready for a festive occasion, which is why express packages can be a great approach. “A great option is NXT’s BLONDE FX,” says Holly Bullock, the NXT Brand Ambassador. This instant neutralising fluid is ideal for those with blonde, bleached or grey hair that are looking to neutralise unwanted warm tones – fast. “It can work in as little as ten seconds,” Holly adds.
Speaking of saving time, Joseph Boylan, Neäl & Wølf Brand Ambassador, shares his love for the brand’s MIRACLE Rapid Blow-dry Mist: “When it comes to festive styles, foundation and preparation is essential, and MIRACLE delivers on both fronts. It effortlessly detangles, adds stunning shine, and enhances light reflection, perfect for catching those party lights. Most impressively, it cuts drying time by up to 50%, which is a game-changer during the busy holiday season.”
If your clients have more than one occasion coming up, and can’t commit to frequent salon visits, why not take this as an opportunity to push your retail? “To get party-ready, start with shiny, healthy hair in vibrant shades”, says Carly Roberts from Francesco Hair Salon for Wella Professionals.“Wella’s Colour Fresh Mask packages ensure your clients’ hair looks fabulous for every celebration, and is easily maintained at home throughout the festive period, offering both convenience and affordability.”
Why not take a 'short cut' to party hair styling for clients with styles like pixie cuts and bobs? “Channel a chic 90s vibe with an effortless mini flip," suggests Edward James, owner of the eponymous south west London salon group. "Blow-dry using a round brush, subtly flipping the tips outwards for a modern twist. Define the look with Oribe’s Waves & Shine Spray to add shine and texture.”
Marketing Matters
Offering party packages is a great way to keep business booming during the festive season, but to ensure their success, marketing is crucial. “To advertise these packages, I would focus on the idea of looking and feeling your best for holiday parties and gatherings,” says Danilo Giangreco, Artistic Ambassador for Revlon Professional UK. “Social media campaigns with before-and-after transformations or short styling tutorials using your services can catch attention.”
Beyond social media, Victoria suggests sending out festive email newsletters, sharing: “You can send these to your loyal clients, highlighting the packages and offering early bird specials or bundle deals to entice bookings. Little extras, like a discount or a free mini treatment for referrals, will help fill your books in no time.”
