July 2010

Lisa Kind - Editor

The Mane Objective | by Marco Pelusi

 

The Growth Opportunity of the Future: Mens’ Haircoloring

At the recent International SalonSpa Business Network’s (ISBN) 2010 Conference, I was invited to participate in an expert panel discussing industry trends.

The lead question directed at me was “What are some trends in client behavior that salons aren’t acting upon?” The second question was “What service category is the growth opportunity of the future?”

My response to both questions was men’s hair services -- specifically men’s haircoloring services. If you’re into doing haircolor these days, you can make a huge difference in your amount of business simply by making the most of your male client base.

It’s now socially acceptable and almost required, for men to look good. This shift directly affects you and me as hairstylists and salon owners behind our chairs. When I teach, I always recommend every stylist offer a haircolor service to each male client who sits in their chair, regardless of age, personality or lifestyle.

As we know, now more than ever, it’s a highly competitive world out there for men. It’s our job to help them find their edge when it comes to their haircolor. Looking and feeling youthful makes a huge difference, both professionally and personally, no matter what age you are.

Which color services can we confidently recommend to the guys? Well, this area is where it gets a bit tricky, and we must choose our words carefully. While our male clients desire to feel and look youthful, they also don’t want the fake look. No gentleman wants his professional haircoloring to be obvious.

In contrast, women often enjoy (most of the time) discussing their haircolor openly, and often prefer their haircolor when it’s noticeable. Here in Hollywood, on the red carpet, the media focuses directly on the women’s salon-applied, professional-looking haircolor.

The men on the red carpet are simply required to look dashingly handsome, and while this necessitates good hair, they really don’t care to discuss their haircolor. Therefore, when you are speaking to your male clients who are in their 30s or beyond and have some grey, low lighting is the best and easiest way to go. Low lighting can be done lightly or heavily, depending on the need, comfort level and desired result of the client. It is always best to start more understated with your client’s color, and leave him begging for more, rather than to overwhelm him and do too much.

Another great way to get your male clients with grey involved in color -- while keeping it subtle -- is demi-permanent haircoloring. Demi-permanent is made to last six to eight weeks, and should gradually fade on-tone, which is perfect for a man who doesn’t want to commit to too much color. In addition, demi-color is an excellent way to achieve a marvelous grey blending effect, which reduces the amount of grey, but leaves the haircolor somewhat natural. Perhaps the most important element of men’s haircoloring is to aim to keep it natural looking, as well as subtle.

In the end, you’ll want to offer low-commitment coloring to your male clients, at least to start with. Whereas the female clients may be more inclined to commit to return frequently -- even on a monthly basis -- your male clients don’t usually desire such a big commitment. Give them a taste of it and see where it goes. If you do it right, they’ll probably be back quicker than you think.

Marco Pelusi is globally recognized as a haircolor trainer and platform artist. Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles 2007 by KTTV Fox11’s “myfoxla Hot List” competition. Pelusi created the Marco Collagen Color Guard HairCare System, the collagen system developed for color and chemically treated hair. For more information, visit www.marcopelusi.com.

 

 

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