October 2010

Lisa Kind - Editor

The Mane Objective | by Marco Pelusi


Smoothing Services:

Do You Hear The Boom?!

There is an enormous boom in our beauty world right now and it lies with smoothing services. Are you in for the ride? Every successful stylist I know and just about every hair care company has started to offer smoothing treatments.

My prediction is that this service and product category could be the growth opportunity of the future. Perhaps the most exciting thing about this service is the simple fact that it attends to quite possibly every single head of naturally curly hair out there.

Smoothing systems open up horizons for a hairdresser, allowing them access to clients of all cultural backgrounds. Smoothing also adds a strong option for the many clients who do not wish to receive a full-on straightening procedure, but who are in desperate need of some texturizing assistance. The possibilities are endless.

What amazes me about smoothing systems is that tremendous growth has occurred simultaneously with the worst economy in history. This astounds me and intrigues me at the same time. Companies in this category have not only opened, but have also experienced remarkable growth.

The huge development in this category affirms my belief our beauty industry may indeed be “recession-proof.” It is fascinating to me that a client will pay several hundred dollars for a smoothing service, even though she is concerned about losing her job. In a way, it is almost as if our clients desire to look even better in response to economic concerns.

Smoothing services provide a fabulous ease of styling for many people. I think we need to remind ourselves to focus on meeting our clients’ specific texture needs. If we do this, we will continue to be successful, recession or not.

Are you and your staff having questions about how to proceed with smoothing services? Are you concerned about safety issues? The answer is easy: education, education, education.

Every company out there is more than happy to teach you precisely how to perform their smoothing services. Encourage them to train you and your staff as part of their introductory offer. Question them about any possible concerns. It is still a relatively new service, and there is a lot of different information available out there. You need to know what research and development has shown for each company’s product performance, so that you may succeed when working with their products.

Make a list of what you and your staff need in order to be successful – and what information or education you need to quell any fears about performing these services. Meet with your top three smoothing service vendor choices, and see what each vendor can do to meet your specific needs. Be proactive. You will be pleased with the results.

One of the main mantras I have always touted is as follows: “As stylists, we must be able to offer services that cannot be replicated anywhere else.”

If you do it right, it should not be easy for your clients to replicate your smoothing treatment at a neighboring salon. Smoothing services are still an extremely innovative menu item; do not let your competition get ahead of you. Instead, lead the way by offering top-notch smoothing systems.

Become educated about all the brands that are available on the market today and make the choice to become involved with one or more of them. It is important to stay ahead of the game. Be a cut above the rest.

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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