Smiles in your salon

With the help of some industry experts, we look at wellbeing practices you can introduce in your salon from head massages to scented aromas and how to market them successfully to increase client retention and lift footfall.

Wellness is booming – more than ever consumers are searching for services which guarantee they’ll leave feeling elevated, so it’s crucial that your salon evolves to work in line with consumer demands. Salons are a breeding ground for wellbeing and there are countless avenues you can take to capitalise on this.

The Hair and Beuaty Re:Treat uses personalised mood setting to enhance the client’s wellbeing during their appointments. The client gets to choose from three different aroma oils. Salon owner Leah Durrant explained this technique and its benefits: “We ask them to close their eyes before choosing their preferred scent. This gives us a good indication about the client’s needs during their appointment, whether they’d rather feel energised or relaxed.” This tailored approach will work to boost the client’s sense of wellbeing and will make your services stand out from competitors.

Leah also detailed the small touches and add-ons they have introduced in her salon that work towards client satisfaction and help to get a consumer to re-book: “Simple touches such as dimmed lighting, diffusers and relaxing music are relatively inexpensive but add to the client experience and enhance wellness. We offer cooling eye gel masks whilst the client has a hair treatment which gives a luscious pamper feel to a standard service. Clients are also offered a range of refreshments such as a glass of wine with olives or herbal tea, again this aligns with the client’s needs and mood for the appointment.”

At Salon64, London’s first Super Salon, owner Ricky Walters revealed that they offer hair masks and head massages for clients to go that extra mile and promote wellness throughout their treatments. The environment in your salon also impacts your client’s sense of wellbeing. For example, studies have found that a clean and bright environment works in line to reduce stress. Alex Thaddeus, owner of Alex Thaddeus Hairdressing stressed the importance of salon interior as a contributing factor towards customer wellness, he explained:

“The ambience and atmosphere in the salon is equally as important as the treatment when considering the clients wellbeing. You want to provide

Karin Herzog offers a line of facial & body care, effective and original thanks to its exclusive ingredients associated with active oxygen, which has the ability to deeply cleanse, fight bacteria, regulate cell functions and deeply hydrate the skin.

This patented skincare line is hypoallergenic, suitable for all skin types and contains no chemical solvent or preservatives.

07443 744847

T: 0207 062 6739

E: hello@karinherzog.co.uk www.karinherzog.co.uk a clean, inviting space for them to enjoy their appointment. All of these factors contribute to their feeling of wellness.” At his salon they also provide complimentary head massages, refreshments and magazines to help create a peaceful venue for clients to recharge their batteries and unwind.

It’s important to recognise that the treatments you offer in your salon are an intimate service where clients come to unwind, this sense of relaxation means that stylists and beauty therapists often find themselves doubling up as a therapeutic second pair of ears to their clients current woes. It’s paramount that this part of the service, which clients look forward to, isn’t neglected and your staff are trained to listen and communicate correctly in these situations.

Salon64 owner Ricky, prides himself on his stylists communication skills and ensures that they are educated to influence clients to feel better: “We spend so much money and time teaching our hairdressers to ‘cut the perfectly angled bob’ but if no one knows how to talk to one another in a way that will uplift the client, it can be the best bob in the world but it will be ruined by a hairdresser that doesn’t offer a good communication style.”

A client will often see their stylist or beauty therapist as someone who isn’t close to them, giving them a sense of freedom to share their personal problems. It’s important to hone in on this and include communication tactics as simple as: listening, making eye contact and engaging by saying you understand what they’re going through. To help the client feel appreciated and heard, you can make a note of your discussion to jog your memory on their next appointment.

Ultimately, the one to one attention a client receives with their stylist is a unique service, with the correct approach your conversation with your client can completely change their outlook throughout the day and this will become a factor towards booking with you in the future.

This industry focus on wellbeing has been pushed to the forefront of salon owners priorities by the cost of living crisis. More than ever consumers are conscious of their spending which is something that has to be adapted to, making sure that your appointment offers more than just a glamourous transformation but also a rejuvenation mentally so that every penny feels well spent.