Though they have their faults, social media platforms offer an undeniable assortment of benefits. Among them: They powerfully connect people, encourage users to think outside the box, and enable us to gain the confidence needed to build—and document—our creative prowess.
In fact, it’s these benefits (and more!) that many colourists credit when it comes to the surge of interest male clients are showing when it comes to colouring their hair.
“I feel that social media has opened a door for hair colour for men because it gives people more freedom to express themselves,” says Jasmine Saunders, a colourist and stylist at Headlines Salon in Stouffville, Ont., who also serves as an educator for Joico. “I love that hair colour is now more accepted and requested from everyone because it’s a beautiful way to show off your style and enhance the features you love.”
“If there’s a celebrity—regardless of their gender—trying out something new and different, it gives the public confidence to try it as well,” says Mathieu Mainville, a Montreal-based freelance hairstylist and ambassador for L’Oréal Professionnel. “It’s why I can confidently say that pop culture directly influences people’s choices and styles.”
Trust The Process
With more men experimenting with vibrant shades—regardless of whether they’ve been inspired by social media or celebrities—Mainville says educating them about the colouring process is essential.
“Lots of education needs to be done, no matter who your client is,” he says. “It’s important to educate your clients every time you make a change. Since the hair is different [after it’s been coloured], the routine needs to be different, as well. In my experience, educating men about their hair colour maintenance is typically easier than with women, because men know they come with zero background knowledge and tend to have full trust in their stylist.”
While Mainville says sharing knowledge about proper colour maintenance is crucial, prepping male clients before starting the service is also important, as most men aren’t used to spending a lot of money on their hair services.
“Male clients are sometimes hesitant when they hear the cost of hair colour,” he says. “Men are used to going to the barbershop and not spending a lot of money. Recently, as men’s grooming has become more prevalent and they realize their hair needs maintenance, they want to see the best of the best, but the best of the best costs more. When my clients ask for hair colour, they’re already spending a bit more than what the market is asking for a haircut and colour. Sometimes, the expense of hair colour can be a dealbreaker for them but it’s a shame because I hear, ‘I want to do it, but I won’t because it’s expensive.’ It’s great that they want to try these awesome, non- natural colours that are so trendy right now, but they can be pricey—especially for those who aren’t used to spending a lot on their hair.”
“I FIND THE YOUNGER GENERATION IS MUCH MORE INFLUENCED BY SOCIAL MEDIA AND POP CULTURE. THEY DON’T HAVE ANYTHING TO PROVE—THEY WRITE THEIR OWN RULES AND DON’T CARE WHAT PEOPLE THINK ABOUT THEM. ALL THEY WANT TO DO IS BE DIFFERENT.” — MATHIEU MAINVILLE, FREELANCE HAIRSTYLIST AND AMBASSADOR FOR L’ORÉAL PROFESSIONNEL, MONTREAL
Not only is social media great for seeing and sharing new trends and styles, it’s also great for getting inspired. Clients who bring in photos from Instagram or online help show their stylists the exact look they’re hoping to achieve, and how they, too, want to stay current.
“I get a ton of pictures from my clients, which is great, because it shows me what they’re looking for,” says Saunders. “A popular cut for men right now is short on the sides with some curls on top. It’s nice because you can show off those curls with a little bit of colour to give the hair some dimension. In the fall, we tend to tone it down and go a bit darker to keep up with the trends.”
In Mainville’s case, he finds that his clients— whose average age is approximately 30 years old— are more influenced by their partners sending them to the salon with Pinterest photos. But he thinks that’s beginning to change.
“Clients are starting to understand more and more how important it is to see someone with the capacity to take care of their hair,” he says. “They want to look good, and they’re starting to be more willing to try new things, including experimenting with colour. The previous generations also want to look good, but it was more through clothes and fashion, and now it’s an overall look. Men are giving more importance to their hair. They are finally starting to understand why seeing a good hairdresser is the thing to do to help bring these trending styles to life and feel most confident.”
Joico Color Intensity
Saunders loves this line of high intensity colour—that can be applied straight from the tube or mixed—for clients looking for low commitment colour or who like changing their look often!
L’Oréal Professionnel’s DIA Light Hair Color
Mainville likes working with this demi- permanent gel-crème to achieve some of his softer lilac, pink and orange creations.
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