The Business of Hair Color: Be Strategic
Patrick McIvor, artistic and Techniculture director of Goldwell and KMS, predicts that his own daughters will never have a full head of highlights. “Most clients won’t, because between their own kids and work and running around they’ll never have the time or the money for it,” he says. Instead, McIvor believes spot color or accent color is a global color trend that’s making its way to the U.S. And it’s a trend that will drive clients into the salon more frequently for maintenance.
“Instead of the client who comes in for a full highlights every 8 weeks, they’ll come in every couple of weeks to keep the edges polished—a hairline and part-line touchup—and they’ll seek out salons that have color bars like seek out blow-dry bars today.”
Strategic color placement is key, agrees Matrix Celebrity Hairstylist George Papanikolas, who can squeeze in 25-30 color appointments a day when he’s in residence at the Andy LeComte Salon in West Hollywood or the Rita Hazan Salon in New York. “We’ll place targeted foils around the face or around the part and do a highlight in 30 minutes, but we’re still charging full price,” says Papanikolas, who admits he works with three assistants at a time. “You can make sure you’re delivering what the client really wants, but you don’t have to spend five hours doing it.”
In the streaming video "Cutler Contemporary Classics," Patrick McIvor demonstrates two haircuts, two finishes and two editorial looks. Order it today at www.shopmodernsalon.com.