At many color-oriented salons, including Maxime and Carenza Color.Cutting.Experience in Brookfield, Wisconsin, large, eye-catching color bars get the message out loud and clear. Carenza co-owner Laurence Seybold says his color bar was the first in his area. “It’s 25 feet across with a huge, color video screen, a wonderful counter and plenty of room to mix. Clients can sit there with their lunch, laptops or a magazine. It tells people we’re really into color.” Nearly half of their clients get color, with twice as many baby boomers opting for the service as the younger crowd.
Though their TV commercials ensure widespread exposure, it’s personal attention that really encourages Illusions Color Spa clients to go for a new hue. Owner Marian Stones says that clients coming to her St. Louis, Missouri, salon for even a pedicure or eyelash extensions get a consultation that includes color. As a result, 90 percent of her clients get color. “We have several consultation books where we can point out a color that would enhance their style,” she says.
When regular clients come in for color, Stones says the staff is trained to ask them if they’d like to try something new. “We never duplicate color and cut,” explains Stones, “because when someone always looks the same, others won’t ask where they got their hair done. And when you ask, you’ll find clients do want a change.”
A guided tour will also help color newbies get comfortable. At Maxime, new guests are shown the processing area, with sofas and a long table that resemble a lounge. Staff goes out of their way to welcome them, which really wows them, says Enos.
Picking a Palette
When it comes to color, there might be nothing more important that selecting the right manufacturer. For Gaven Smith, owner of Studio Gaven Hair Colour in Brentwood, Tennessee, using Camo Color by Redken helped boost his men’s color business to where nearly half of them now get color. (Overall, two-thirds of his regular clientele do). A color trainer for Redken, Smith knows the value of education, and has had the majority of his stylists undergo the 4-day Redken Color Specialist program. Additionally, the salon brings in corporate trainers four times a year for ongoing education.
To keep things fresh, Smith recently introduced a new luxury lightener service from the same manufacturer called Blonde Icing. “It’s extremely high-end, takes a couple of hours and is great for conditioning,” he says. “Our staff was talking it up to guests, telling them why it works better and will get them better results. Clients were asking for it before we even had it in stock.” Better yet, Smith can charge $15 more for Blonde Icing than for a typical lightener.