Real luxury is all about the care and attention you offer clients—a way of enhancing your services that boosts the overall experience in your salon. Ready to take the high road to luxe?
It’s all in the details
We live in a hyper-connected, high-speed world and, because of this lifestyle, client expectations have also drastically evolved over the past decade. “Before, going to the salon was considered a social activity that women would look forward to—a special treat they would indulge in,” says Alain Laroche, director of professional development for L’Oréal Professionnel and Pureology. “But now, the salon is experienced as a place of utility. As such, client loyalty has dwindled and bookings are more and more spread out.”
To assess the situation, L’Oréal Professionnel commissioned an in-depth market study that led to the creation of Salon Emotion, a revamping of all touchpoint areas meant “to re-enchant the client’s emotional journey.” Not surprisingly, attention to detail is key here, and pleasure is meant to be heightened by being super-attentive to clients’ specific needs, as well as customizing services.
Customizing is key
When your client is paying more, she expects personalized, top-notch service.
To target clients who are craving a premium service, Goldwell has rebranded its entire Kerasilk line to heighten the upscale salon experience even more. In addition to repackaging the products, the service includes an in-depth hair massage and a presentation tray designed to mix the products sinkside. It’s just like when you order an expensive bottle of wine and the server uncorks it at your table.
Salons that offer high-end services should emphasize the importance of a proper consultation. “The consultation is extremely important in determining what your client wants and how far she is willing to go in terms of premium service and price,” shares Timothy Switzer, Goldwell Global Master Canada, and owner of Timothy & Co. Salon in Whitby, Ont.
According to Switzer, customizing the salon experience is key to ensuring your client feels taken care of and pampered every step of the way. “For example, with Kerasilk, the application is critical to ensuring the product performs and you will need someone assigned to spend more time with the client.” Clients are willing to spend more money when you create a premium experience for these types of services. ”The goal is to offer a personalized experience,” reminds Switzer. “Taking excellent care of the quality of the hair will yield super positive results for the client as well as her perception of your salon. As a stylist you have to believe it. You have to have that high-end mentality.”
The couture approach
The most successful colourists in the biz know how important it is to keep suggesting new ideas to clients and avoiding the dreaded “so, the same thing today?” script at all costs. Your client looks up to you for style direction—and you must deliver!
With this in mind, Wella Professionals has launched Couture Color, a new approach to colour services that combines a premium, personalized experience with the current hair colour trends taken from the fashion runways. Taking inspiration from the bespoke craftsmanship of couture fashion houses, Couture Color clients are given unique and tailor-made colour that highlights their unique features and style.
A Touch of Luxury
In a partnership with Schwarzkopf Professional, Alterna is being reintroduced to salons across the country. Whether it’s caviar-infused for anti-aging and repair, organic bamboo for strength, or a fusion of 10 ultra-luxe ingredients, the product range includes a mix of natural and clinically proven ingredients that pack powerful benefits for your clients’ hair.
Look & Feel
Creating the luxe set-up.
●Create a bistro-style sitting area where you can proceed with a consultation face to face, not through a mirror, aiming for your client to feel valued and special.
● Time is money. More and more clients want to work when they’re in the technical area. Install laptop- and phone-charging outlets at every station.
● Offer a menu of healthy, delicious snacks, including an assortment of juices and smoothies.
● If you have the real estate, build a quiet and relaxing section (with dimmed lights) in your salon that’s dedicated to premium services such as masques and massages.
● Always walk your clients to the checkout. Taking this time is key for 10 to 20 per cent of client loyalty, and the last touchpoint that the customer will remember.
Images: Finalist, Contessa 27 Salon Interior Design of the Year Dean Delmonte & Company, Toronto