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Shout about your colour
Promoting your colour expertise will boost your salon’s reputation, as well as your bottom line. So, how do you turn your clients’ attention towards colour?
Room: 97 is a bustling salon in the centre of Wakefield. Having built a solid reputation for colour specialisation, the salon has developed a range of simple but effective tactics that work for both team and client when it comes to up-selling colour services. Salon Owner and Creative Director Marcello Moccia shares his top three tips to help you get the most from your colour services.
Be discreet with men
Some male clients may prefer not to sit on display with colour on their hair. To overcome this barrier, we sell Cover 5’ – a white hair reducer that’s part of the L’Oréal Professionnel Homme range – as a leave-minute conditioning treatment at the backwash. We find this discreet approach gently eases men into colour in an accessible, non-intimidating way.
Make it personal
We want to give clients the ultimate in expert advice, so each day we pick out three or four new and existing clients we feel would benefit from an in-depth Color Studio consultation. This process involves working with the client on a personalized colour journey, so they can find the perfect shade to complement their overall look. Completing this consultation generates interest in the salon, and can spark a colour re-style for an existing client who might not have previously considered changing their look.
Offer staff an incentive
It’s a great idea to engage the team to promote colour services. On select days, we offer our staff a prize for every Symbio treatment they sell. Symbio – perfect for clients who don’t want to commit to colour, as it only lasts up to 10 shampoos – is one of the most accessible colour products we work with, for both the clients and the team. Focusing attention on it for one day means everyone, from junior to senior technician, is involved in making the sales promotion a huge success.
This article first featured in Business Builder, the monthly advice cards from L'Oréal Professionnel Business Max and HEAD For Business. For your own binder and cards, simply contact Laura at
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