For the past few years, the gender- neutral movement has been making waves in the beauty industry, from creating a more gender-inclusive salon experience to adjusting service prices based on the time required for each haircut. “Salons are too often not an easy place for people who are non-binary,” says Steph McNair, owner of Maneland Hair in Halifax, N.S. “The pandemic has compelled salons to move to a more time- based approach to pricing, putting the focus on the service and what the guest wants and needs.”
Tried-and-True
While the gender-neutral pricing model began trending in the mid 2010s, the concept actually dates back to the late ’90s and early ’00s, when salons in Canada, New York and London, England began introducing it. “When I first started my apprenticeship in 1995, I worked at a salon that had one price for men and women. So, that has always been in the back of my mind; figuring out how to go about changing what the current norm is. When you’re competing with $11 haircuts in the same neighbourhood, you have to find a way to compete (even while offering a higher-end service) without diluting your brand and product.” — Nicole Manzer, owner, Manzer Hair Studio, Toronto
Time = Money
With the COVID-19 pandemic changing so much about how salons operate, many have been required to add at least 15 minutes to (or in between) their services to accommodate sanitizing and other health/safety protocols. Many were forced to limit the number of clients allowed in the space and restrict the length of appointments. In light of such significant changes, it raises the question: How do you base service prices on the time they take, rather than on the gender of the client sitting in the chair? “We really had to think about time and how long a haircut takes. [When we first reopened] we weren’t offering blow-drys, so we booked 45-minute appointments for a shampoo, scalp massage and cut. Even though we raised our prices, it benefitted clients because we only charged for a 30-minute time slot instead of an hour time slot. It benefitted us to have a fairly structured segment of time.” — Nicole Manzer, owner, Manzer Hair Studio, Toronto
Be Progressive
There’s no doubt that whenever a salon owner decides to change or raise prices, it can be deemed “risky.” But as the old adage goes: No risk, no reward! “What can get difficult is when clients talk to each other about how much their haircuts cost, and everybody does haircuts differently. It’s about communication. Be upfront and don’t hide behind your receptionist. Quote your pricing, reasoning and stand strong. It’s okay to be different.” — Nicole Manzer, owner, Manzer Hair Studio, Toronto
Retain Clients
While some regions are still in lockdown, getting clients back into salons when they reopen will be a priority. Some may be lucky to have a backlog of clients waiting to rebook their next appointment, but it’s also important to think about bringing back clients who may be open to the idea of trying out a new salon or barbershop. “I noticed whenever I went into a salon to ask for a ‘men’s’ cut, they’d always end up feminizing it somehow, and certain barbershops simply will not accept ‘female’ clients (even for short, barbered hair). I started hearing from so many people who were having similar experiences. I want my clients to feel seen and understood when they’re in my chair.” — Steph McNair, owner, Maneland Hair, Halifax, N.S. “It’s always bothered me that pricing for men and women was different. It wasn’t until one of my clients of 10 years left that I stepped back to look at my business model. It helped me realize that it’s not about gender—I need to value my services with my time. Our prices reflect how much time we spend cutting and styling the hair.” — Nicole Manzer, owner, Manzer Hair Studio, Toronto
Comments are closed.