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from The Salon Magazine March 2023

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Darrel Starkey a multi-award winning stylist, also known as Hair by Darrel recommends adding smaller treatments to your service list as a new source of revenue and to adjust to the current economic climate: “Due to the cost of living, sometimes a large appointment time in the salon can be out of the question for many individuals. Instead, offering a smaller treatment such as a blow dry is a great way to give a client something to look forward to and time out for them during what can be a very stressful time.”

To ensure they maintain bookings and don’t miss out on revenue during the cost of living crisis, Seung Ki Baek, Rush Artistic Team Member, explained their trending treatment ‘glossing’ a colour service he praises as something that: “all hair salons should have on their menu.” With customers watching their pennies, glossing allows a break between regular full head tint appointments. This cheaper alternative means clients still come into the salon to maintain their hair colour and keeps them satisfied with fresh and radiant locks: “With that in mind, it’s a colour service for everyone, that doesn’t need the client to be in the salon chair for hours but instead, it is a great refresh in between service that can keep client’s hair looking vibrant and glossy whilst boosting their wellbeing at the same time.”

Another way to help towards client’s wellbeing is making sure any unnecessary stress is eliminated. Modernising your salon and introducing technology provides an easy booking solution for clients and works in relation to client-being. A stress free booking means clients are much less likely to put their well-being on the back burner.

Miranda Matthews, Managing Director UK & Ireland Treatwell

explained the benefits of a digital booking system:

“Clients no longer have to wait on salon opening times, or psyche themselves up to make that phone call (because let’s face it, who likes making calls anyway). 24/7, on-the-go booking makes it easier than ever for clients to access those services that improve their well-being.”

Rock n Rose Hairdressing in Edinburgh’s city centre is number one in alternative hairdressing.

The girls at Rock n Rose are experts in creative colour as well as being specialists in Balayage, Full head bleaching and precision cutting. Popular within the creatives in Edinburgh, they love to share there love of colour with there clients by bringing clients personality’s to life through hair.

Want to learn with the team at Rock n Rose head over to @Eventbrite to book on there upcoming courses for 2023.

With a digital salon booking platform, clients are given instant confirmations and booking reminders with everything at their fingertips, it makes the run-up to their treatment stress-free. As a salon owner this massively reduces no-shows and missed appointments working in line to benefit your well-being too.

As consumer’s interest in wellness skyrockets it’s pivotal that you are successfully marketing your efforts towards wellbeing to ensure maximum footfall and bookings. Ijan Davies, from the JOICO European Design Team highlights the importance of marketing your wellbeing treatments: “playing on this is key to increasing revenue and encouraging a regular footfall. I would advise marketing a service like this just as you describe it as a ‘wellbeing’ service. Focus on that word and market it with a positive spin.”

Ijan advises using tag lines such as ‘Looking after YOU!’ and ‘Let us make you HAPPY!’ when advertising treatments which focus on client satisfaction.

Leah, puts their salons treatments that include wellness benefits at the forefront of their social media marketing due to the demand: “We create content that highlights the wellbeing elements of the client journey such as the essential oils massage, the relaxing backwash area and clients enjoying their time in the salon.”

Another great marketing tactic is the ‘before and after pic’ as well as a client’s transformation making them feel good, salons can capitalise on this and use it as a marketing tool to enhance their social media status and boost bookings.

Some stylists can find before and after pictures daunting, feeling self-conscious when approaching this with the client or fearing the change between the photos won’t be drastic. However, it’s important to break this habit and reap the benefits these transformation images have to offer. Before and after pictures are part of the treatment routine at Salon64 and Ricky warns that salons who don’t include this in their daily routine “will be eaten alive by other salons that do.”

Seeing this as part of the service, Ricky explains the power of the before and after photo: “Your client will show their friends these photos, so a salon that isn’t doing that, in my opinion, is missing out on a huge part of a service that the client is looking forward to. Before and after pictures are the new word of mouth, keep up with competition. It’s like a little souvenir the client can take home with them.”

At Hair and Beauty Re:Treat, Leah praises the ‘feel-good factor’ a transformation picture gives the client. After completing their treatments Leah likes to go a step further and capture their client’s reviews in a video, sharing their reviews on their social media. Seeing other clients gleaming with joy is contagious and will generate new bookings.

Services that contribute to greater client wellness are vital to meet the hair and beauty industry’s current demands, so make sure you keep up with this trend to maintain bookings. Use your wellness focus in your social media marketing to stand out from competitors and sculpt your services to include complimentary add-ons so that money conscious clients feel their money has been well spent. If you’re looking for more advice, please don’t hesitate to get in touch!

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