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INSTANT<br />
ATTRACTION<br />
CLUELESS WHEN IT COMES TO GRABBING THE ATTENTION OF MILLENNIALS?<br />
WELLA PROFESSIONALS CAN MAKE YOUR SALON MORE APPEALING TO THIS<br />
GENERATION USING THE ONE TOOL THEY CAN’T IGNORE: SOCIAL MEDIA<br />
THE GENERATION AGED 18 to 34 are the Millennials.<br />
They are united by an increased use, and familiarity with,<br />
communications, media and digital technologies. Never before<br />
has a generation been so connected, so aware of the world<br />
around them and so informed. Wella Professionals’ newest<br />
social media campaign #stylistsdoitbetter is aimed directly at<br />
this group. It appeals to the Millennials’ love of selfies while<br />
enabling the stylist or colourist to shout out about what they do.<br />
Maybe you’ve created a colour on a client you’re super-proud<br />
of or a great up-do that needs shouting about – this campaign<br />
gives you the perfect platform to show off your skills. All you<br />
have to do is take a picture of yourself with your client and<br />
their finished look and post it on Instagram using the hashtag<br />
#stylistsdoitbetter and make sure your client gets involved too!<br />
KNOW WHAT MILLENNIALS WANT<br />
That’s social media taken care of, but what about actually<br />
getting those clients through your salon door? First, you have<br />
to understand them before you can attract them. They’re<br />
comfortable being the DIY generation, meaning they’re more<br />
likely to colour hair at home – it costs less. They also have a<br />
fear of commitment and won’t come in for colour treatments.<br />
The good news is that they have become increasingly<br />
interested in trying colour, especially when the service<br />
requires less commitment such as balayage, so suggest quick,<br />
low commitment colour techniques such as Color Touch or<br />
Color Fresh by Wella Professionals.<br />
Their most desired look is long, thick hair with naturallooking<br />
colour (thank all those beautifully posed Instagram<br />
profiles for that). Natural is also important to them when it<br />
comes to the products they put on their hair and skin.<br />
MAKE IT ENJOYABLE<br />
This savvy generation won’t part with their money easily, so<br />
offer them the full salon experience as they will splash their<br />
cash on experience they can see has clear value. Make their<br />
52 CREATIVE <strong>HEAD</strong>
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