Translating trends

When it comes to adding trends to your service menu, how do you know what’s worthy of investing in, and what factors do you need to consider?

What exactly is a trend?

It’s helpful to know what a trend is, as opposed to a fad. ‘It’s more than just behaviour – it’s attitudes,’ Matthew Crabbe, director of Mintel Trends for Asia Pacifi c, told a recent Mintel podcast. ‘A fad can be localised, whereas a trend is much more signifi cant.’

He also explained that fads tend to be more conscious – for example, people dressing a certain way

TREATMENTS?

Consumer trends change constantly, so how do salon and barbershop owners know which to run with – and, crucially, how to translate them into the services off ered?

WORDS HELEN BIRD

Global versus local

because of a popular TV show – whereas ‘trends can be much more subconscious, or external factors that people have no control over’.

How do market researchers pinpoint trends? ‘It all starts with the data,’ Simon Moriarty, director of Mintel Trends for EMEA, revealed in the podcast. ‘We’re able to spot shifts in the consumer and their thinking and

behaviour.’ Global consumer research also allows them to see shifts in spending priorities and technology use, he explained. Sustainability saw a signifi cant global upswing last year, Mintel reported. (See page 20 for how sustainability is impacting the industry, and practical ways to embrace it.) Unsurprisingly, treatments and services benefi ting clients’ health and wellbeing have also seen massive growth in the wake of the pandemic, says Caroline Larissey, NHBF director of quality and standards. ‘Th e recently added wellbeing and holistic therapy apprenticeship standard will support more therapists to help clients achieve a greater sense of physical, psychological and emotional wellbeing,’ she says. Hair and beauty businesses also need to look at client behaviour patterns, she adds. ‘When completing a consultation, are clients specifi cally requesting something new or WE KEEP UP diff erent? Or perhaps they’re cost-cutting, TO DATE BY for example opting to have a haircut without REVIEWING HAIR MAGAZINES, a beard trim? Th is sort of change in behaviour provides clues that CONSUMER MAGS AND INSTAGRAM TO GET A SENSE OF hair and beauty professionals can pick up on to tailor their services.’ For award-winning WHAT’S CURRENT AND WHAT’S Manchester-based hair salon owner Melissa Timperley, EMERGING staying on top of trends is important. ‘We keep up to date by reviewing hair magazines, consumer mags and Instagram to get a sense of what’s current and what’s emerging,’ she says. However, she and her team are always led by the client’s wishes. ‘If they have an “on-trend” style in mind, we’ll

IMAGES: GETTY

BIG IN BEAUTY

WGSN outlines its forecast for next year’s biggest beauty trends... •Push for progress The need for inclusive and regenerative change will drive demand for proactive products and business practices that actively improve the world.

•Embracing frugality Longlasting, reusable and circular products will gain importance as consumers look to save costs and reduce waste.

•Mastering wellbeing With wellness core to consumer priorities, brands should explore hi-tech and lo-fi solutions that respond to mood and improve wellbeing.

•Tech-ceptance Digitised design will go mainstream, opening up new retail channels and boosting the importance of customisation and fl exible design.

•Intentional community Emerging social and values-led networks will become more infl uential on purchasing decisions, and brands will need to implement new strategies reach these networks.

chat it through. If not, we may tell them what’s in vogue, show them some examples of our work and help them decide what’s best for them.

‘We don’t choose a trend and promote it to death, as that wouldn’t suit our philosophy of being their adviser on what’s best for them.’

Translation to treatments?

Knowing what consumers want and knowing how to off er it to them are diff erent things. Melissa, who publishes an in-salon trends magazine, believes team members need technical education on how to create looks. ‘We have regular all-team training sessions from visiting specialist experts to help us learn current trends and associated people’s traits and desires remain fairly constant.

Remaining in touch with your clients and what they want via social media is important, says Caroline. ‘And make sure you’re keeping up with innovations,’ she adds. ‘What you don’t want is the salon down the road to off er a new service that you know nothing about, but which your clients are asking about.’ You don’t have to off er it, but it’s good to be informed if you’re asked. It’s about compromise and intuition, concludes Melissa. ‘Th e main thing is to fi nd a balance between being on trend and knowing how to c create any look that a client would like to achieve – and talk knowledgably about it – without going all in and promoting something that may not take off from a demand perspective, or be suitable for the client.’

techniques,’ she says. ‘We wouldn’t introduce anything to the salon unless core team members were completely confi dent in the technique.’

One way to test demand for a new treatment or service without a huge fi nancial outlay is to introduce it gradually, Caroline suggests. ‘You could put a nail station in your hair salon so clients could save time and combine services,’ she says. ‘Aesthetic procedures are a massive growth area, and some salons are capitalising by renting out a room to provide treatments and procedures [with a qualifi ed aesthetics practitioner].’

Striking a balance

Staying abreast of global trends doesn’t necessarily mean making snap adjustments to your core services. Mintel’s experts suggest

AHEAD OF THE CURVE

Caroline Larissey, NHBF director of quality and standards, off ers her tips on staying ahead...

Marketing

• Understand the motivating behaviour behind client choices, why they change and how you can appeal to new markets

• Keep up to date with media, industry and product news to support salon/ barbershop messaging – see salonfocus!

Sales

• Tell an engaging story with up-to-the-minute trend observations, tailored to your business USP • Underpin new ideas with robust data and evidence, such as client surveys

• Understand how client trends impact and grow your business. Innovation

• Understand key trends to drive inspiration – look to social infl uencers

• Generate original ideas, backed by substantial research and analysis

• Inspire creative solutions to spark growth – look at magazines and social media.

Insight

• Capitalise on new trends through strategy and product positioning

• Find out what your competitors are doing

• Use client behaviour patt erns to identify potential new markets. Research

• Construct new ideas and develop initial concepts based on emerging trends and market developments.

RESOURCES

• NHBF Clubhouse – Expand your services and grow your hair and beauty business: nhbf. co.uk/growing-your-business • NHBF blog – Expanding into beauty treatments: nhbf.co.uk/ expanding-into-beauty • Mintel podcast – The what and why behind a consumer trend: bit.ly/mintel-podcastconsumer-trend

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