The spring beauty shows were aflutter with feather extensions. Salon Today was intrigued, but wondered if clients are equally excited about the trend, so we asked salons what’s hot in their own markets, how they are marketing feathers and how clients are responding.

Outloud: Marketing Feather Extensions
Styled by Phia Salon in Columbus, OH. Photo by Michael Houghton.

Feather Check
A roundup of pricing on feather extensions at different salons:

Tru Salon: $15
Interlocks Salon & Day Spa: $40 per feather bundle (which includes five feathers)
Savvy Salon and Day Spa: (1 for $10, 2 for $20, 3 for $25, 6 for $50)
Trashy Roots Salon: For the “short and thick” feathers it’s 3 for $10, for the “long and skinny” feathers it’s $8 a piece.

“Our salon is on fire with feather
extensions. They are the easiest add-on
service we have ever offered, and from a
marketing perspective, they’ve allowed
us to maintain our image of being on
the forefront of new trends. Stylists who
wear feathers sell feathers, and not just
to guests in the salon. Whether they are
at the dentist, the gym, the bank, etc,
the extensions create a buzz and draw
in new guests.”

—Mary and Scott Randolph

Randolph’s Salon in Waterford, MI

“Feather extensions
and colored extensions need
to be displayed on the staff.
They are the walking billboards
for these new trends.
Also, have the stock available
as these are a quick-impulse
purchase and partner with
a great company.”

—April Lyn Graffeo

Indra Salon and City Spa, with Pure Talent Academy, Andover, MA

“The work our team
created on Gendala
Kelli Anna (part owner and
manager) has been a source
of joy for her, a source of
inspiration for our team, and
has been met with awe in the community.
She is approached almost daily as a
celebrity, with comments such as, ‘Oh
I know you, you’re that feather girl.’”

—Elizabeth Bella

Co-owner Phia Salon Columbus, OH

“We presented feather extensions at
our local Chamber of Commerce EXPO,
showcased by our newly crowned Miss
Lake Norman 2011 and Miss Lake Norman
Outstanding Teen 2011. We sent photos in
an eblast, and posted them on Facebook.
The employees are all wearing them, and,
heck, I did too. Not only are they fun,
but they are ‘eye catching.’ They draw
attention and that is good for business
because it starts a conversation. In our
current society, ‘conversations’ are what
sells, whether it is in person, in a blog or
some other form of social networking.
Get those clients talking!”

—Pat Helmandollar

Owner of Savvy Salon and Day Spa Cornelius, NC

“Our clients are going crazy
for feather extensions. As soon as they
hit the market, our staff started wearing
them and now 90 percent of our staff,
including the men, wear them. That is the
only marketing we are doing, but almost
every client asks about them. We are not
retailing home extensions, we only offer
them as a service. As a service, it’s about
three times more profitable than a hair
cut when you look at profit per minute.”

—William George

James Joseph Salon, Boston, MA

“For us, the clientele who
seem most receptive to wearing feather
extensions are primarily in their 20s. They
see the feathers as fun and whimsical, and
the ‘natural’ element is appealing to them.
Personally, I think Steven Tyler’s presence
on American Idol is helping to push this
trend. We are displaying the feather
extensions on a mannequin head in our
retail area. We first colored and foiled the
mannequin in the very latest trends for
Spring, then applied the feathers. Then
we barrel-curled the hair and feathers to
show that the feathers can actually be
styled. The mannequin is a bit creepy
(they all are!) but it is generating dialogue
and interest in feather extensions, as well
as the color technique.”

—Ginny Eramo

Executive Director

Interlocks Salon & Day Spa Newburyport, MA