Estetica Magazine UK (2/2018)

Promotions don’t
always need to be
money off or
discounts; they can
also promote a
certain trend, like
a seasonal colour
or a new fashion
technique.
Schwarzkopf Professional
valued.” In London’s Wanstead,
clients of The Zoology Colour Lab
– the go-to place purely for hair
colour and care – feel equally
appreciated and listened to. Saying
Balayage is now as popular as
highlights, salon owner Mark
Mountney is a big advocate of
marketing such colour work
through social media.
“It’s the best way to promote our
colour services and our results to a
large and relevant audience,” says
Mark. “It’s like free advertising. Our
reviews alone are a great way to
promote the team and the quality of
our work, and because it’s organic
and genuine, recommendations and
word of mouth remain one of the
best ways to sell what you do.
“Instagram is a great platform for
showcasing work. Colour is so
technical and varied, it’s hard to
describe using words alone, hence
the expression ‘a picture speaks a
thousand words’ – but it comes
with a caution,” says Mark.
“Although Instagram is a great place
to find inspiration, we remind
clients that as filters and editing
changes things a lot, don’t rely on it
too heavily.”
TIGI Technical Creative Director,
Warren Boodaghians, has similar
thoughts. “Social media is how
people now communicate so it’s a
great marketing tool. I use
Instagram which, along with
Pinterest seem most popular with
colour clients. It’s a great way to
promote your work; for my
personal account it’s all about the
right hashtags and tagging the right
people into the picture,” says
Warren. “Instagram also now plays
a big part in consultations but it’s
important to manage your clients’
expectations. The picture they show
you may be filtered in some way, or
it could be a wig or a service that
would take an entire day, so it’s all
about educating the client, how you
can agree and achieve a happy
medium,” says Warren. “By totally
customising the client’s hair colour
(and cut) to really suit them, you
make them feel truly individual.
The Paul Mitchell Color Bar
has proven to be a great
talking point - team members
can’t avoid discussing colour
with their guests!
Zoology Art Team
Paul Mitchell Color Bar