PAINT S/S18
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MAKE A SPLASH<br />
Reality’s<br />
might<br />
”<br />
Want to Make a Splash with a colour-centric opinion? Let us know @creativeheadmag and we’ll start a conversation<br />
54 | <strong>PAINT</strong><br />
ANGELO VALLILLO,<br />
CO-FOUNDER OF NEW<br />
SALON<br />
DNA ARTSPACE<br />
IN NOTTINGHAM,<br />
EXPLAINS WHY HIS<br />
TEAM ISN’T AFRAID<br />
TO GET REAL WITH<br />
COLOUR CLIENTS<br />
Want to Make a Splash with a colour-centric opinion?<br />
@dna_artspacesalon<br />
”<br />
AT DNA ARTSPACE colour is massive in every way; massive<br />
for profits and a massive problem as clients just don’t seem to<br />
understand the progress that colour has made. Social media is<br />
amazing and as a brand we’re strong on it. We believe that it’s the<br />
future. However, the editing factor is killing us. Clients are coming<br />
in with unrealistic demands. But to be fair, it’s not their fault.<br />
How are they to know that a colour going from dark to blonde<br />
takes maybe a full day, or even three visits to the salon? And that the<br />
cost of such a transformation is £300 or more? All that they see is a<br />
‘before’ and an ‘after’ picture and a filter. The colour they have been<br />
having in the past few years has been a tint and highlights coming<br />
in at £60 to £70. It’s down to us to educate our teams and clients on<br />
what’s what.<br />
We must stop this practice of editing colours just so that our<br />
Instagram feed looks amazing. At DNA ARTSPACE, we believe less is<br />
more, and being honest with what we post on our salon Instagram<br />
@dna_artspacesalon is vital. Consultation has never been more<br />
important; before any colour service we have a discussion about<br />
what the client wants and we give them a programme of how we are<br />
going to achieve it. No client is turned away, but they are made aware<br />
of the price and the time it will take!<br />
Condition is so important to us at DNA ARTSPACE that we offer<br />
treatments to get a client’s hair to a great state before we even<br />
colour. We have four Wella Master Colour Experts at our salon, as we<br />
need our colourists to have the best training so we can give the best<br />
result. DNA ARTSPACE’s passion for education and developing our<br />
team gives us the confidence to express ourselves as artists and<br />
give our clients the best results.<br />
You have to be prepared to progress and to tell your clients<br />
honestly that their craved-for colour isn’t going to happen today –<br />
we can do it, but we must do it the right way.<br />
Let us know
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