Predictions for the hairdressing industry in 2010
Spend or Save...
The 64,000 dollar question on everyone's lips for 2010 is whether the global recession has officially ended. And in reality, even if the so-called financial experts tell us it has, when will client spend and appointments be at the level they were a couple of years ago? So while this year may be full of hope, the 'everyone's looking for a bargain' culture that we have become accustomed to in the past year is sure to continue. So whether your salon is adding value to a service, giving discounts or throwing in freebies, don't expect to be able to stop in 2010. Consumers will still be watching the pennies and the first few months may well be hindered by those that have celebrated Christmas by piling up debts on credit cards only to face the harsh reality of repayments in the New Year.
Convert clients to colour...
The majority of women in the UK have realised that hair colour is the perfect way of cheating nature and enhancing their hair. The biggest problem for salons, particularly since the economic slump, is converting home colour addicts. For 2010 convincing non-colour clients to let the professionals take charge will be a major issue for many salons. With regards to trends, while classic highlights will always remain hugely popular, this year will see a subtle block effect. Lyndsey Ashton from Toni & Guy's international art team says: "Colour this year will have a global feeling but with soft understated highlighted effects rather than chunky, bold colours, giving it an expensive luxurious shine."
Personalised products...
This is one industry that never stands still when it comes to product innovation. The haircare giants constantly research product innovations and wherever the trends are heading, you can bet they'll be a string of styling solutions just around the corner. For 2010 don't be surprised if there's a big emphasis on personalised and prescriptive haircare. Ranges that offer the client more than one solution specifically for their hair type will be key.
This year will be all about exceptional service and offering clients hair products to take home that are perfect for their hair type.
Go organic...
With more high-street stores offering natural, organic and fair-trade options in everything from tea bags to T-shirts, we're likely to see a big move towards natural haircare. While this is certainly not a new initiative with the likes of Aveda constantly seeking natural alternatives, Herb UK's natural-hair products growing in popularity by the second, and L'Oréal Professionnel's major launch of an ammonia-free colour, Inoa, all making headlines in 2009, this is one trend that is going to rocket in 2010.
Salon space...
As you would expect from an industry that attracts some of the most creative individuals on the planet, when it comes to salon design, anything really does go. Walk down any high street and there will always be an eclectic mix of salons, ranging from the clinical and minimalist, to the downright wacky and wonderful. But the emphasis for 2010 is more about dedicating space for the all important consultation.
Never before has there been such an emphasis on ensuring every client's visit over-delivers on their expectations, and this all begins with a thorough consultation. It's not only the moment that reaffirms your position as the expert, but the consultation is key to ensuring your client gets exactly what they want from their visit.
"Salon design is being led by giving extra service to our clients through creating a dedicated consultation space," says Ben Dellicompagni from Midlands-based Francesco Group. "This allows for private, in-depth consultations, supported with more meeting areas so clients can use the salon as a social space."
Curls, curls, curls...
While we've been saying that curls are well and truly back for what seems like the last decade, 2010 will be much more about styles with volume and body than poker-straight flat hair. "It's curls all the way for 2010, be it structured or soft," says Belgravia salon owner Neville Tucker from Neville Hair and Beauty.
Although it's not time to bin the straightening irons, it's definitely time to start using them in a different way. Irons are ideal for creating curls and rather than using them as a straightening tool, try using them as a way to polish the hair. In addition, Neville says salons should stock up on various sized tongs to create the perfect curl.
