15 minute read
Social climbers
social climbers The
Armed with a ringlight for some savvy selfi es, terrifi c TikTok transformations and stunning Stories, anyone can have an impact on social media – you don’t need a 9,000 sq ft salon to make a big impression. These are the salons transforming the social sphere, one like at a time…
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CeCe’s Hair, Make-Up and Beauty, Hamilton @cece_hair_makeup_beauty
The retail revolutionary
“I WOULD SAY NINE out of 10 clients sit down and show me a picture of work I’ve posted,” says Charisse Nailen of CeCe’s. “I get a lot of clients through social media. They ask me what would suit through social media. They ask me what would suit them; they like me to take control. them; they like me to take control.
“When lockdown started, my Instagram following was fewer than 6,000. With time for following was fewer than 6,000. With time for improvement during lockdown I decided to focus improvement during lockdown I decided to focus on social media. By the time we reopened, our on social media. By the time we reopened, our following had more than doubled. That’s because following had more than doubled. That’s because I recorded lots of tutorials, talking about why box I recorded lots of tutorials, talking about why box dye wasn’t the answer to those roots, or how to look dye wasn’t the answer to those roots, or how to look after curls. I also started Redken Recommendations, after curls. I also started Redken Recommendations, answering 50 to 60 messages a day from consumers answering 50 to 60 messages a day from consumers asking what products would give them the hair asking what products would give them the hair they wanted. Since reopening, the retail has fl own they wanted. Since reopening, the retail has fl own through the door! through the door!
“When Redken launched Extreme Length, I recorded a video about biotin, the key ingredient, recorded a video about biotin, the key ingredient, and its benefi ts. As a salon exclusive, I decided to and its benefi ts. As a salon exclusive, I decided to take pre-orders with a bank transfer and off er a click take pre-orders with a bank transfer and off er a click and collect service. and collect service.
“I had a great response and now I’m looking at setting up Instagram Shopping so clients can click setting up Instagram Shopping so clients can click and buy the product they seen in our posts. I have a and buy the product they seen in our posts. I have a 10-week wait for appointments right now, so I must 10-week wait for appointments right now, so I must be doing something right!” be doing something right!”
Blueberry Bangs, Manchester @blueberrybangs
The engagement expert
“WE’RE ON SOCIAL media all the time – looking at what others are sharing, posting our own work and regularly updating Stories,” says Blueberry Bang’s Hazel Mac. “We usually share big colour changes and colour corrections; big transformations get the most interaction. We’ve also started to share our formulas as more Redken artists are following us on Instagram, which is great as we can share tips. It’s taking the Redken community online and supporting each other’s work.
“Social media has been the main business builder, and is most important in terms of advertising, especially Instagram. Clients want to engage for a longer period of time, and it’s vital to show what we’re doing now in more depth.
“Constantly upload, engage and share what you see. When I say constantly, I mean all day. We’ve spoken to other Redken salons, even in other countries, and they always try to be on top of engagement. Speak to clients – ask who they follow and what they want to see on social media – because they’re speaking from a consumer point of view.”
Mary Quinlan Hair, Tipperary @maryquinlanhair
The social strategist
“SINCE OPENING our doors fi ve years ago, we have strived to off er an exceptional service in the rural setting of Tipperary,” says Mary Quinlan. “With the help of social media, showcasing our unique setting has played a huge part in establishing our salon. Nowadays you can be based anywhere and show off your work – our clients travel from all over Ireland due to the strength of our social media.
“We are a proud Redken salon – it has been life-changing to work with – it allows us to push boundaries. As we specialise in blondes and balayage, Shades EQ has been incredible for toning.
“Plan your pages and draft your pictures and captions so they are ready to post daily. Try to think about your brand colours and visual style on Instagram – how can you make your content feel aligned with your brand’s overall aesthetic?
“When it comes to capturing the shot, lighting is the foundation. Focus your camera until you see the true tone before you take the shot. Some days, especially in winter, we fi nd it harder to capture a good picture, so we take videos that show the true colours. Use a clean background with no clutter.
“Captions are a chance to enhance your content further. We choose to treat captions as a place for sharing stories. Take followers behind the scenes and show them the human side of your business.”
Fusion, Ramsbottom @fusionhair62 The consistency queen
“THE SALON HAS been open for more than 20 years, but in the past six months we’ve really stepped up our use of social media – we now post every day on Instagram,” says Fusion’s Gill Moreton. “We share videos, photographs, Stories and talk to clients via IGTV because followers really engage with you when you’re actually talking to them and have something interesting to say.
“More people are seeing our photos now and will come to the salon after seeing a particular stylist’s work – they may even book an appointment with them specifi cally. That’s been signifi cant, and
it’s acted as word of mouth online. It’s vital to share the work of the team and to get younger members noticed because they are the future of our industry.
“I’ve used Redken for 35 years, it’s always launching new product lines, which is vital for keeping our business and content current. It’s also great to engage with the Redken family online.
“Don’t be afraid to try new things, such as Reels or TikTok, because in order to improve what you do, you have to try, try and try again. Be open to suggestions and keep sharing your work. Consistency is key.”
The Space, Drumcondra @thespacehairsoulbeauty
The content curator
“WE PUT COMMERCIAL hair work on our Instagram because most of our followers are clients or potential clients looking for inspiration. We basically built our whole business on Instagram!” explains Carla McQuillan of The Space. “Sometimes if the lighting isn’t good, for example in winter, we will invite a client back the next day for a complimentary blow-dry so we can get that shot. When people get a recommendation they will look us up. If people can see the work, then trust is elevated.
“Sometimes we have an abundance of content to pick from and sometimes we don’t have so much, so we have to plan and build up a reservoir of pictures so we can get a post online every single day. People like that we have real clients on our feed – if it’s too contrived or artifi cial then they won’t trust it – but we do curate photos to fi t with the brand too.
“Redken understands the market and what a contemporary hair salon needs. We use Shades EQ on all of our lightning services, scheduling them in for 45 minutes at our toning bar. They are so natural and fade out really well. They truly are artists’ products that you can cocktail and mix.”
Lady Lux, Edinburgh @ladyluxhairx The TikTok trailblazer
“WE’VE BEEN TAKING daily insights from Instagram, such as impressions and reach on a post, and using that information to decide what would be a popular post and what is going to help us grow,” explains Steph Barron of Lady Lux. “We’re trying to develop a social media strategy and have found that a lot of quick TikTok transformations get really good engagement. It’s important to show those amazing ‘before’ and ‘after’ comparisons in a clever, engaging way.
“It’s also important to remain consistent and authentic when sharing work on social, and to always be creative with what you share. We are enthusiastic about Redken colour on social media because we love it. We would always use the hashtag #ShadesEQ because we basically gloss every client’s hair. Recently we’ve been posting a lot of toning pictures when clients are at the backwash. It isn’t necessarily an insight into the end result, but it’s a more creative way to show what we do.
“This year it has been a goal to make social media our main outlet for advertising, and use analytics to inform what content we produce. We want to be ahead of the game, using quick transitions on TikTok to bring in extra customers.”
Limoz Logli, London @limozlogli
The Instagram innovator
“MOVING TO REDKEN was one of the biggest and best decisions we made in terms of the quality of our work. It also means that it’s really pushed the eff ort we put into the social media,” reveals Limoz Logli. “We use diff erent techniques now such as root drags, and products like Shades EQ are just such a game changer for our work. Our decision to move to Redken has gone hand-in-hand with boosting our social media profi le on Instagram.
“There’s a massive shift in how clients fi nd the salon online. Our Google search rate was so much lower as all engagement was through Instagram, which is why we decided to appoint a team member to focus purely on social media. Initially, we also paid a photographer to take photos and use a designated space with great lighting, which was an amazing investment. Since using Instagram more regularly, we’ve increased our clientele by as much as 70 per cent, with the majority having discovered the salon on the site.
“Put an extra bit of time into making sure you’re doing a before and after photo. It’s so important to keep the content as regular as possible; we’ve learnt taking a few days off can really see interaction drop.”
Want to start climbing that social media ladder? Then Redken has the ideal course for you! Visit lorealaccess.com/uk and search social specialist
Y O U A R E I N V I T E D…
Social The Connection Club Pssst – have you heard the news? Redken has a brand new initiative to keep its partners ahead of the game, with opportunities to upskill on social and drive your pro edge that has clients clamouring to book in. Welcome to The Social Connection Club – a place for growth, collaboration and fi rst-looks at Redken’s exciting launches. Want in?
REDKEN IS ON A MISSION to grow and promote the awareness of its pro community – to shout from the rooftops about just how talented and passionate hairdressers are, about the incredible results that professional colour like Shades EQ can achieve, and how you can use social to stand out from the colour crowd.
In an eff ort to support the wider salon industry and connect with Redken’s buzzing infl uencers and micro-infl uencers – the future stars who are attracting all the right attention – the brand has created The Social Connection Club. This initiative is the latest eff ort from Redken to upskill and support the Tribe and propel colourists to new heights, earning them new fans and clients along the way.
What’s the password?
You can’t apply for access to The Social Connection Club – they’ll fi nd you. The Redken team will slide into your DMs to invite you to take part, so be sure to tag @redken in all of your best work and share your shades on social. Once you’re in, The Social Connection Club puts you on the mailing list for new product launches and news – they were the fi rst in the UK and Ireland to try Shades EQ 010T, 010Gi and 010P – as well as invite you to take part in specialised training to help you shine online. The Social Connection Club also features incredible opportunities such as masterclasses delivered by the team at Facebook and @prettylittleombre on how best to improve your Instagram skills.
It’s the perfect platform to take you from a diamond in the rough to a dazzling social star among the Tribe.
We’re talking about exclusive education masterclasses to get that edge on the competition, to conquering trending techniques which will see you climbing the social ranks and growing your business. It’s the chance to see your work featuring on the @redken global social channels, and the ability to show everyone just what you can do. It’s time to connect!
SOCIAL STARDOM AWAITS…
The Social Connection Club is exactly the kind of engaged, Tribe-focused initiative that has helped Redken stylists and colourists feel supported across the social media landscape. Don’t just take our word for it – here are some of the talented insiders who are already reaping the rewards of The Social Connection Club…
Marianne Woodcock Chapter One, Edinburgh @mwhairedinburgh
“I was so excited when Redken reached out about The Social Connection Club. With Redken you know it’s always going to be fun, exciting and you always leave with something new to bring back to your team and clients. Our engagement with followers is so important. To keep growing our social media following our team works hard to capture images, and we are always keeping up with trends through Redken.” Claire Martin Gro, London @clhair__ “I was honoured when Redken contacted me about The Social Connection Club. It felt like my hard work had been acknowledged. So far we’ve been able to try the new Shades EQ 10s and had awesome training with a Facebook representative, who showed us great tips for how to utilise all of Instagram’s features. I plan to use my social media platform to divert traffi c to my website, where I will sell ‘how-to’ videos.” Lewis Parry Voodou, Liverpool @lewiscolour
“I was so happy that Redken asked me to be part of The Social Connection Club! Instagram and social media is continually evolving so it’s great to be kept up-to-date with new ways to market ourselves. My main focus is to elevate the level of content I produce, improving the aesthetic of my profi le while increasing my presence on social media, attracting a clientele that refl ects my content.”
Use these hashtags to get all eyes on you and maybe you can join The Social Connection Club… #redkenuk/redkenuki ● #glosslikeaboss ● #redkenready ● #shadeseq Make sure you’re always #redkenready – keep an eye on the Redken Instagram and Facebook pages and follow your Redken Business Partner on Instagram for the latest on launches, education and off ers
