The Pro Hair difference part one

I had a great time at Pro hair live Manchester and London talking the business of colour to a really engaged audience over the next 2 articles i’m going into a little more depth for you there is so much information i can’t get it all into one article but if you are hoping to grow your colour business there are some amazing facts and figures, i hope it helps you grow you colour revenue thanks to my friends at Loreal for the stats

18 million women have coloured their hair, UK women are hair colourists with an astonishing 8 in 10 that have coloured their hair at least once in their lives with half of them currently doing so Unfortunately they are mainly home colourists , 2 in 3 colour at home ‘ouch’
47% colour at home compared to 25% in salon and then their is the 20% who we call mixers colouring in the salon and at home, we all have them the clients that come in every so often but do touch ups at home guessing their way through aisle 7 in the supermarket to pick a colour.
44% of salon users are mixers compared to 33% of home colourists so the risk is greater to our industry.
The research suggests one million women would return to the salon if they could get the right shade we are failing to engage with consumers. 10 years ago salon visits where at 6 a year today we are looking at 4.7 visits and although tastes have changed and not everyone wants to have their foils done every 6 weeks, lived in colour is on trend. But what is the Pro difference? What has also changed is the customer experience , this is what it looks like today?
1.it starts at the shop front, so your window has to appeal and be reflective of your brand
2.the reception area. receptionists are so important its a job i could never do they deal with so much, but they can make or break a salon
3.the consultation/colour bar,  my thoughts on colour consultations and Balayage
4.The back bar/shampoo area the highlight of the experience for many women and studies show that if a clients has a bad experience in this area she might not come back to the salon. Therefor great training is needed for assistants to deliver the best shampoo ever
5.the cutting and styling area
6.Retail area, retail is a no brainer customers want you to recommend products or off to aisle 6 the go, we are the pros lets show the pro difference all the way through the journey. retail should have been discussed at the colour area and the styling area
7.The check out . the final piece of the puzzle a smooth checkout with no surprise bill and a thank you

Of the 25% who colour in salon and the 20% who are mixers we do really well with blondes in fact we over index in blondes but under index in Brunettes reds auburn and others, probably because blondes don’t feel they can recreate their colour at home.

Total salon colourants is 3.8 million users

in the 17-34 age group we have an 11% penetration, 69% colour at home they want to enhance their colour or change their look we need to recruit them and get them into the salon. we need to drive desire they don’t need it they want it
in the 35-44 age group we have a 16% penetration and we also need to recruit them back into the salon, in home salon colour is flat with a slight increase in salon visits they do want to enhance their colour or cover grey. we need to recruit them because once they become salon users they become more stable they need to be given options and solutions for the first greys without getting into a vicious cycle and finally the salon experience needs to be worthwhile
finally the 45+ group we have a 21% penetration but we need to reengage with them and not take them for granted , they are the greatest proportion of salon users but are choosing at home, in home is preforming as well on grey coverage. in the 45-54 year old the opportunity is new services across different hair lengths not just short and options for global colour value added services basically tailor made colour make sure the value of the Pro difference is felt. and finally 55 – 74 age group they need to feel the salon as a luxurious treat they want manageable and easy hair and help in transition across grey/white hair

next month i’ll be finishing this article with more fascinating facts

This post has already been read 1100 times!

Leave a Reply