With the potential to become a big part of your styling repertoire, here’s why creating a festival experience can be important for your brand.
There’s no question that bold colour, fishtail braids, box knots and textured tresses are staples in the festival circuit, but you may not be aware that these styles have gone mainstream and not just for summer. “While some are going to try to recreate these looks at home, many will go to a professional, which means you have a great opportunity to offer them a completely unique experience,” says Steven Turpin, a Montreal based freelance hairstylist. With that in mind, here are five ways to build new clientele, fuel your creativity and ultimately generate additional income.
Whether you’re incorporating braids, buns or top knots, thinking about ways you can offer something different is the key to bringing fresh faces into your salon. “Offer different types of services and really build a styling bar,” says Turpin. “This is a terrific way for clients to test out your salon without having to invest in a cut or colour.” Having a 30-minute styling session allows a new client to walk away having made a small investment in their look, and opens the door for you to plant the seed for additional services that could bring them back.
When you’re a freelance hairstylist like Turpin, you have the opportunity to see what works with different brands, and tricks that can easily be added to your salon.
“For me, having worked with different companies, I’ve seen how you can market differently and do something that stands out.” One of his best tips is using unique ways to add or introduce different products. “If someone comes in for a style, do a teach-back on the look you are creating. Once they get that, they will see how the product works, too.”
Let’s Hear It for the Boys!
While your female client base may immediately come to mind, don’t discount the fact that men appreciate good festival hair as well. Chad Taylor, a Joico artist and co-owner of Moods Hair Salon in Vancouver, has seen a shift away from barbering. “Having someone in your salon who can really cater to men’s hairstyling, with other cuts beyond classic barbering, will help you grow you client base,” says Taylor. He adds that a lot of men are using headbands as their accessory of choice for longer bohemian hair. “For men, the influence has more of an edgier and mullet vibe, and there’s more of a rock ‘n’ roll look,” Turpin agrees. “Jim Morrison is a big influencer, and his type of curls seem to be the look for men right now. They’re also embracing coloured hair this year more than before.
All in the Details
With the duration of festival season extending each year, the looks created can definitely go beyond September. Taylor notes that technicolour, neon hair, especially at the roots, has become popular. To translate these hues for your clients year -round, he suggests getting creative. “Once the appeal has faded, encouraging a monochromatic look is a great option that will help them stand out and still keep them coming to you for upkeep,” he says. Stocking your salon with combs and glitter, as year-round additions to your salon, is a great way to help clients give their style a boost, while also adding to your service and retail offerings.
Bringing the Festival Home
Add some Coachella-like atmosphere to your salon with these tips.
1. Be a VIP. Steven Turpin, a Montreal- based freelance hairstylist, says presentation is key. Hosting a special event for your clients is a great way to get them to see your salon in a new way. Creating an overall party atmosphere while delivering a di erent style gives hairstylists a chance to engage with clients in an innovative way and makes clients a little more excited to try out styling products they may not normally use.
2. Bring in a DJ. This is a simple way to amp up energy on special days, such as cut- a-thons and charity events. Changing the lighting just for the day to create that speci c mood can also do wonders to transform the space.
3. Go boho. Create a styling station with products, such as sea salt sprays and powders, which are great for adding texture. Chad Taylor, co-owner of Moods Salon in Vancouver, also suggests adding colour to the station with a product like Joico InstaTint to add temporary but vibrant dimensional colour.
4. Make accessories available. Create a mini-accessories station. Taylor even includes glitter, which many clients want to play with on their own after you’ve created their look.