Creative Head UK September 2020

SWITCH IT UP
WE SPOKE TO SALON OWNERS WHO HAVE SEEN AN
AMAZING REACTION TO KÉRASTASE BLOND ABSOLU
RATED 4.6 STARS BY
STYLISTS AND CLIENTS*
BOOST YOUR BILL
SALON OWNERS ARE ALWAYS LOOKING FOR DIFFERENT WAYS
TO ADD ENJOYABLE – AND PROFITABLE – SERVICES TO THEIR
CUSTOMER’S EXPERIENCE. WE SAT DOWN TO CHAT WITH SALLY
MONTAGUE, FOUNDER OF THE SALLY MONTAGUE HAIR GROUP IN
DERBYSHIRE, ABOUT WHAT SHE IS DOING TO BOOST BUSINESS
Creative HEAD: What opportunities are there for salons when
it comes to services?
Sally Montague: The past few months have given us a chance
to reinvent some of the services that we offer, and we worked
hard throughout lockdown to make sure we were ready to
go. We have certainly found that our clients want new style
inspiration, new colour – some have opted for grey blending –
and a real overhaul of their hair health and look.
CREATIVE HEAD ADVERTORIAL
“The Kérastase Blond Absolu family has been
developed to perfection and caters for all blondes.”
GORKA ARRARAS
CHARLES WORTHINGTON, LONDON
CH: What percentage of your clients are having services and
how have you seen this change since reopening the salon?
SM: We had a 23 per cent increase across the salon group
in services in July. Kérastase Fusio Dose has proved the most
popular, as clients really want to improve and restore the health
and feel of their hair. There has also been a surge in buying
homecare – we delivered haircare to our clients throughout
lockdown and have found that has made people loyal to the salon.
CH: How are you using services to get business back on track?
SM: We explained to our stylists why the client experience
needs to be maximised and why everyone needs to understand
the benefi ts of a personalised treatment, especially with lots of
clients searching for a change and for inspiration.
*Average 4.6 rating from 295 reviews at kerastase.co.uk
“Blond Absolu is our best-selling Kérastase
product – it’s a game-changer for our clients.”
ZOË HYNES
THE HAIR SPA, THORNTON LODGE, THE WIRRAL
GENESIS, KÉRASTASE’S LATEST INNOVATION
TO REDUCE HAIR-FALL DUE TO BREAKAGE
“I knew Kérastase would impact the salon
positively but a 70 per cent increase in retail in
the fi rst month has exceeded our expectations.”
JOHNNY SECKINGTON
SECKINGTONS, NORTHAMPTON AND MILTON KEYNES
CH: How are you marketing your services?
SM: We communicated regularly with our client base when
we were closed and got our salon group newspaper ready for
reopening. This featured a focus on care,
from home hair hacks to new treatments
available and wellbeing tips. We also have
a monthly ‘Hero Treatment’, a service
combined with a retail item to make sure
we are back with a bang.
KÉRASTASE
STAR SERVICES
FUSIO-DOSE: Treat and
transform hair instantly
with bespoke care from
30 different combinations.
K-WATER: A treatment using
lamellar technology for intensely
shiny, lightweight hair.
FUSIO SCRUB: A deep purifying cleanse
for hair and scalp providing shine,
volume and long-lasting freshness.
DISCOVER HOW THE KÉRASTASE BLEND OF LUXURY AND CUTTING-EDGE FORMULATIONS CAN BOOST YOUR
TREATMENTS AND RETAIL BUSINESS. VISIT KERASTASE.CO.UK OR CALL 0845 600 0122
CREATIVE HEAD
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