Reinforcing the benefits of professional hair colour
Colour can make or break a hairstyle - you only have to look at the public's reaction when a celebrity changes their hair colour.
The right hue can make a haircut come alive - it can look healthy and exciting. But the wrong shade can drag it down, age the client and be a talking point for all the wrong reasons.
Although a home colour can disguise roots or fading in between salon visits, it can also be an accident waiting to happen.
With horror stories of swollen heads and unsightly rashes hitting the headlines, there is no better time to educate your clients on the importance of using a professional colourist.
"There are strong chemical compounds in colour products and often people misuse them, which can potentially lead to damaged scalp, skin and hair," says Robert Eaton from Russell Eaton, Barnsley, South Yorkshire.
"Colour is unpredictable at the best of times and those without the knowledge will find they've ended up with a different shade from the one they wanted.
"This can be regulated and controlled in a professional salon as we have the techniques and facilities to rectify colour errors, but consumers simply don't have that expertise."
But convincing some clients to part with their cash is a challenge in itself. If it is a simple block colour, consumers can afford to spend £5 in Boots, but for some, £40 for a full head in a salon is too expensive, especially when they are trying to watch their pennies.
"Clients should be made aware of the fact that colour is a technical service - one that can damage hair if not applied in a clean, professional environment," says Robert.
"Colour technicians will analyse and take into consideration scalp, hair condition, texture, eye colour, skin tone and lifestyle before beginning any colour service.
"Clients should also be reminded of the bespoke colour they will receive from visiting a salon - highlights, colour placements and aftercare treatments which can't be provided at home.
"Spending £5 on the high street may be considerably cheaper than a colour service in a professional salon, but clients who try to save by doing so actually spend more money at a salon for colour correction and treatments, and so it's a false economy."
Great Ways to Attract Colour Shy Clients
- "Because many colour-shy clients are either put-off by the possibility of damage or the maintenance involved, a great concept is to introduce them to the idea of a semi-permanent clear gloss. Although this will have no impact on their actual shade, it is an ideal way to boost their colour confidence and show them how safe and non-committal a semi-permanent can be." - Robert Eaton
- "Take the visual route by using pictures to explain different types of colour ranges and the different effects that can be achieved. Suggest starting slowly with either a colour gloss or a few highlights around the front hairline, so they can get a subtle feel of what it will look like." - Anita Cox, Anita Cox McMillan salons
- "Discuss partial colour options and gloss alternatives which will allow clients to experience colour services without the worry of excessive maintenance or expense," she says. "Think about the language used when talking to your clients - avoid technical jargon and keep it simple, so they can relate to what you are saying. For example, vanilla, champagne and beige for blondes or cherry and pillar box for reds." - Christel Lundqvist, hob salons
