IN ASSOCIATION WITHCreative direction and storytelling by Alessandro Molinari and Elisa Barbieri,photography by Alessandro Molinari, artistic direction by Rossano Ferretti for Great LengthsEXTENSIONSExtend yrpularityEXTENSIONS CAN BE BIG BUSINESS FOR SALONS BUT AS CLIENTS ARE BECOMINGMORE SOCIALLY, ETHICALLY, AND FISCALLY AWARE OF THE PRODUCTS AVAILABLE,ARE YOU OFFERING THE BEST FOR YOUR MARKET?60CREATIVE HEAD
HAIR EXTENSIONS ARE popular with clients due to the factthey offer wide, varied, and instant results, and they’re popularwith stylists because not only are they fun and creative to use,they can also be highly profitable. Choosing the right optionsto deliver with depends on your clientele and what you wantto offer in terms of cost, application and finish. It all has tocomplement your salon’s voice and ethos, too. Before choosing,it’s important to consider many different aspects, for instance:QUALITY OF HAIRIt’s probably the biggest factor to consider before selecting whatto work with. Do you know where the hair is coming from? Youand your clients should be safe in the knowledge that anyhair you use is 100 per cent traceable, 100 per cent ethical, and100 per cent human.EDUCATIONWhat sort of support will you be offered in terms of teaching?What is the post-education support available, such as marketingmaterials or troubleshooting?APPLICATIONThere are so many extensions to choose from and of course theyall depend on what your client wants to achieve. The options ofpre-taped, sew-in/weave, pre-bonded, and micro link all havetheir merits and most brands will offer options in every applicationvariety. Be sure to take into consideration the amount of stafftraining you’ll need for your salon to cover all these methods.The responsibility of providing the best possible products foryour clients and yourself can be overwhelming. These stylistsshare how extensions have impacted their businesses…The enepreneurJAMES HENDERSON, GREAT LENGTHS CERTIFIED STYLIST AND SALONOWNER OF M HAIR EXTENSIONS, NOTTINGHAM“We were one of the fi rst salons in the UK to introduce hair extensions morethan 25 years ago, when they were still relatively unheard of. I’ve seen themdevelop from their infancy of predominantly mono-fi bre synthetic material tohigh-quality remy strands that can be applied in under an hour.“I’ve been using Great Lengths since 2014 and we achieved platinum statusin its grading scheme in 2015, which we have maintained. This year we becameone of the few places in the country to be awarded Elite status, which is a newcategory Great Lengths has introduced for its highest achieving salons.“In order to offer a more extensive service to our clients we became a creditbroker in 2014 so customers are able to spread the cost of their purchase. Thishas proven very popular and helped to establish client retention.“Being part of the Great Lengths brand has defi nitely helped raise oursalon’s profi le and profi ts. Its imagery and marketing strategy supports thequality of hair on offer, so it’s a complete 360-degree product. Because ofthe superior hair quality and commitment to ethical sourcing, in 2015 I startedthe now global collaboration between Great Lengths and The Little PrincessTrust. This allows clients to donate their used hair extensions and enablesthis amazing charity to provide real hair wigs for children suffering hairloss through cancer treatment and other illnesses.“Great Lengths extensions are easy to use, easily customisable,and the ultrasonic machine is in a league of its own. It offersa clean and precise application, and while a full head ofextensions usually takes a couple of hours, adding volume cantake as little as 30 minutes.“The key is a bespoke approach to each client. I always givea thorough and in-depth consultation where we discuss theirlifestyle and expectations. This will determine the length andamount of hair needed to achieve their desired look. I pridemyself on my ability to customise the bonds and give theclient a totally unique fi nish, which ensures they keep comingback to me.”CREATIVE HEAD61
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