Estetica Magazine UK (2/2018)

eviews, Lisa says five-star ratings
are brilliant to attracts new colour
clients. “The professional
confidence the Colour Bar
commands immediately reassures
and calms even the newest colour
client,” says Lisa. “Over 40 percent
of my clients have colour,
encouraged by actively promoting
our colour credential via social
media and Treatwell – Europe’s
largest hair and beauty bookings
website.”
With social media gaining a
weighty thumbs-up as a successful
marketing tool – does the same
apply regarding household name
salon groups? Nationwide
consumer style champions
TONI&GUY implement campaigns
where imagery is a marketing tool
in itself. Images always major on
colour to complement new cuts,
techniques and styles; this year’s
campaign features rich browns, icy
platinum tones and honey blondes.
Highlights remain the most popular
service, with growing requests for
balayage and ombre effects. “We
actively promote our colour
credential via annual campaign
imagery, educational courses and
social media, showing beautiful
‘before and after’ colour results
achieved at a certain salon,” says
TONI&GUY International
Technical Education Director, Jo
O’Neill. “Our website with its
option to browse colours, our
TONI&GUY magazine, in-salon
materials and label.m products
formulated to preserve and enhance
colour all combine to successfully
market colour services.
“Social media is also a powerful tool
for educating, entertaining and
visually bringing a brand to life,”
says Jo. “We take a multi-channel
approach and it depends on the
piece of content which channel is
best. Instagram is a biggie for
colour as it’s easy to show before
and after and techniques close-up,
whereas YouTube is great to host
videos on the salon colour
experience.” Partial colouring –
highlights, lowlights and ombre
techniques – make up the majority
of services enjoyed by the 40
percent of clients having colour in
the nine UK Sassoon salons.
“Although social media has its place
– Instagram being a great platform
to showcase inspirational work –
our most successful marketing
tactic to bring in new colour clients
is a bespoke colour package called
Colour Prestige,” says Sassoon UK
Colour Director, Edward Darley.
“When clients book a treatment
with their colour service, we offer
£15 off two recommended take
home products. It’s a win all-round;
we benefit from extra treatment
bookings and retail sales, while the
client benefits from better hair
condition and ongoing colour
protection between salon visits,”
explains Edward. “It totally works.
Once the client has significantly
invested in salon-fabulous hair
colouring – they are keen to
maintain it looking and feeling as
gorgeous as possible for as long as
possible.”
Colour is now a limitless
palette of anything goes - that
means for guys as well as gals!
Edward Darley for Sassoon UK
Partial colouring
makes up the
majority of
services enjoyed by
the 40 percent of
clients having
colour in UK
Sassoon salons.
trends
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