Joanne O’Neill Skyler London It’s Science Skyler London It’s Science It’s Science 40 | <strong>PAINT</strong>
Skyler London ONE AND ONLY Joanne O’Neill WOULD YOU RISK THE REST OF YOUR SERVICES, AND YOUR CLIENTELE, TO CONCENTRATE ONLY ON COLOUR? <strong>PAINT</strong> SPEAKS TO SALONS WHERE COLOUR COMES FIRST… AND SECOND… AND THIRD… WE OFTEN THINK THAT clients want choice, but can that lead to too much of a good thing? While some salons are trying to offer everything in a one-stop shop, others are carefully selecting their services and positioning themselves as specialists in the ever-growing field of colour. Skyler London was the first colour-only salon to open in the UK and the team’s mission was to create expert colour work that would inspire both the visitors and the staff. “Our sole focus is on colour. This means our team can simplify the way our guests see colour and how we consult with them on their needs,” explains Lloyd Court, colour director at Skyler London. Colouring services and consultations underpin everything the salon offers; clients can examine their new hues under different lights in the 360-degree reveal zone, relax in the luxury backwash area complete with fully reclining beds during lengthy processes, and even opt to dry their own hair to keep costs down. Joanne O’Neill, owner of Joanne O’Neill Hairdressing in Belfast, was advised to stop doing blow-drys and found a bespoke colour focus would suit both her health and her business. “I decided to change the service menu because I had repetitive strain injury in my shoulder and elbow,” she reveals. “The doctor advised me to stop work for a while, but I could not contemplate that idea as I love working! Luckily Wella Professionals had introduced Couture Colour and I loved the concept of personalised colour and consultation. I wanted my services to be ever-changing and more fashion led.” Gemma Amura only opened her salon, It’s Science, in Swansea in February this year, but already has made colour her forte with more than 80 per cent of guests visiting for colour. Having invested in a 10ft-long colour bar, she ensures that her guests feel safe in the hands of an specialist. “As soon as you open the door, you are met by our colour bar,” she explains. “We have no closed-off area for mixing – everything is formulated in front of the client. There’s also a huge blackboard at the side of the bar where we write down every client’s formulation. These are backed up in our database, but because the client can see the numbers, they feel part of the equation.” It’s a bold move to make colour the centrepiece of your salon, but these leaps of faith have paid off immensely. “I was told Skyler London I would lose my bread and butter clients, and that it would be bad for business. But it was the right thing to do,” says Joanne. “I have a bit less stress on my shoulder and arms. My regular clients are colour clients who are more open to change, and we get to concentrate on an expert service. The salon is reinvigorated!” Gemma Amura agrees, saying the unique approach to colouring has had a positive response: “Our salon is both a hair experience and a colour education experience – I often talk through ideas such as dominant pigments and use images to demonstrate. When we opened our doors I wasn’t sure how it would be received, but it’s a gamble that has totally paid off.” And Skyler London has successfully carved out a niche. “Our guests absolutely love having a place solely dedicated to colour,” says Lloyd. “They know we are a dedicated team and create an open dialogue, offering them the knowledge to help maintain their colour at home. From the pricing to booking an online appointment or consultation, they know at all times what they’re coming in and paying for prior to coming in, so there are no surprise charges.” With one common goal, the Skyler London team is streamlined, meaning business is booming. “By only specialising in colour, our team is more time-efficient and focused on giving our guests gorgeous hair colour every time,” says Lloyd. “Our systems have been tested and we’ve found that a number of guests could be in and out of the salon in about an hour. This is far quicker than traditional salons – it maximises appointment times, minimises waiting times and increases our booking rate.” <strong>PAINT</strong> | 41
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