Creative HEAD Ireland Christmas 2020

Stephen Boyle
Davey Davey, Dublin
MAKE SURE YOUR COLOUR CLIENTS DON’T GET TO CHRISTMAS
WITHOUT A TRIP TO YOU. CREATE A JOURNEY…
It’s been a while since that summer fl urry – so make sure your colour clients don’t get
to Christmas post-lockdown without a trip to you. Create a journey, a step-by-step
process that books them back in with you. And think about how else you can make
money through colour.
If you’re looking to start afresh, Zalon Colour Remover is a brilliant upsell. Its low cost
(about €10.85 excluding VAT, per application) can net you a cool €45 easily for the
service. It takes about 30 minutes, during which you can get on with mixing your colour
and doing your prep work.
Wella Professionals’ new Color Fresh Masks are a quick
and effective in-salon colour option that can also be
used between appointments to deposit colour and
maintain hair health simultaneously. Talk up the
conditioning side of colour; too many clients still
think that colour is fl at-out bad for their hair.
L’Oréal Professionnel is introducing three
new speedy services to its salons designed as
interim balayage solutions, while keeping clients
engaged in the colour journey. Halo Highlights
offers a pop of brightness, Gloss and Go gives
neat neutralisation in a fl ash, while Boost
Your Balayage helps to refresh the colour
in half the time.
“Doing a bigger appointment once or
twice a year and offering quicker services
in-between stops clients dabbling in home
colour, even if they can’t get to the salon.
We offer a ‘base and face frame’ which is
ideal for the brunette client who wants to
add some sparkle with some lightness while
their base is developing.
“Our express blonde service is great for
the blonde client who is time-conscious –
the face frame area is lightened with some
strategically placed foils, then glossed for
a polished look. And the basin balayage and
gloss is great for a refresh in-between the
bigger jobs. We also create a client journey
and always plan their next visit.
“For example we might discuss adding
more dimension through the back, and
brightness at the front for next time.
“When it comes to retail, I think it’s
really important to advise clients and
avoid the hard sell. I always explain the
difference between professional products
and supermarket ones, and talk about
how professional products are more
concentrated and with better ingredients so
they last longer. Why spend €200 or more
on your hair and then wash the colour down
the sink? One tip I was told as a trainee
was “If a piece of clothing was ‘dry clean
only’ would you throw it in the washing
machine?”. The answer was of course no!”
Zalon Colour Remover
Wella Professionals Color Fresh Masks
34 CREATIVE HEAD IRELAND