These two longtime friends, colleagues and colourists get candid about what the next generation really expect from their hair colour services.
A Whole New World
Eryn Wall (Owner of The Headroom Salon, St. John’s, Nfld.)
Something I often notice is that the younger generation demands more from the beauty industry now because they are so knowledgeable and know what they want. It’s a totally different world. They want to see transparency and authenticity in products. They want to know they’re getting the best product for their hair, and for hair colour they often want it to be as gentle and natural as it can be.
Another thing I’m seeing is that they want their hair done, but to look natural; effortless, like you didn’t do anything
to the hair, but you actually have to do a decent amount of work to get to that “natural,” undone look.
Emily Baker-Murphy (Hairstylist at Cavana Spa and Salon, Orillia, Ont.)
A lot of younger clients are coming in knowing exactly what they want because of Instagram. There are so many things that clients see online, so sometimes they are coming in and think they know how to colour hair—it’s crazy! Sometimes they will even question you, because they are seeing how things are done on Instagram.
Filtering Through it All
EW: Trends are constantly changing because of social media, from colours looking more saturated or less saturated, to textures that are created with colour, to trying to recreate the colours that are created on Instagram with filters. We have to work with our clients and not make [social media] seem like a bad thing, because it’s the way of the world right now. You have to roll with it all.
EBM: You’re absolutely right, we have to roll with it all. And it’s true about filters; we have to educate clients on that— telling them that we’re going to try to achieve a look or style the best way we can, but informing them when photos have a filter in place and doing a more thorough consultation.
Weighing the Options
EW: Consultation is everything, and honesty is key. Making sure that they understand that going from black to fashion grey isn’t going to happen overnight—and maybe it won’t happen without having to cut off some hair. You really have to make sure they understand the process. When they see something on social media, they may see a ‘before’ and ‘after’, but there’s no time frame [included in the post]. Making sure they understand that it is a process and will take some time is vital. We all want instant gratification, and when that’s the case, I offer extensions!
Even my under-30 clientele are finding the money—either from parents or they are spending a whole lot more of their disposable income on their beauty regimen. I feel like [cost] isn’t a question anymore. They have no problem with spending the money on these services. I’m shocked at how many young people will splurge on the bigger services. Instant gratification and willingness to spend money on themselves, to achieve what they want to feel good.