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Casey Coleman<br />
CHAIR SALONS<br />
Q: You started<br />
#PatchTestParty on<br />
social media. How do you<br />
encourage current clients<br />
and new ones who walk in<br />
and want colour instantly<br />
to have a patch test?<br />
A: The #PatchTestParty<br />
is a way for you to make<br />
skin testing both fun<br />
and appealing for your<br />
clients. It’s a requirement<br />
from colour companies<br />
to skin test all clients, so<br />
the initiative is basically<br />
a template for you to be<br />
creative with a task you’re<br />
required to carry out. I<br />
offered all clients 10 per<br />
cent or £10 off of their<br />
next colour bill if they<br />
came into the salon and<br />
got skin tested within<br />
one set month, and I saw<br />
nearly 100 people come<br />
in just to get skin tested,<br />
and almost a third of them<br />
were new clients!<br />
However, this doesn’t<br />
mean you can’t just throw<br />
one big party/client<br />
evening in the salon. Send<br />
out invitations, advertise<br />
it on social media as well<br />
as in your salon window<br />
to boost numbers. Offer<br />
free gift bags, hand out<br />
glasses of bubbly and<br />
make it appealing for<br />
everyone attending! The<br />
initiative has boosted our<br />
sales and retail figures,<br />
so it definitely helps business!<br />
Walk-ins who want colour on<br />
the spot? I only ever offer<br />
skin tests and explain to them<br />
why it’s so important. What’s<br />
worth more, a new client<br />
and their potential repeat<br />
business, or risking safety by<br />
colouring without precaution?<br />
We are professionals after<br />
all, so our opinion should<br />
be valued more than an<br />
urgent appointment.<br />
<strong>PAINT</strong> | 09
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