Colour Forecast Autumn/Winter 2017

THE MILLENNIAL
According to Wella Professionals,
37 per cent of women aged 16 to 24 get
hair inspiration from Instagram, with
one in five in this age group asking for an
alternative shade away from their natural
hue. Wella Professionals launched
‘Stylists do it better’ on social media as
a way of hooking these clients in and
Claire Chell, Francesco Group’s creative
colour director, has found it very useful.
“It’s a great way to get followers visually
stimulated and showcase the latest
colour trends,” she says.
Another salon using Instagram to
attract millennials is Blow in Glasgow.
“People see right through lacklustre
content: millennials want more than just
a great image, they want interaction.
Go further and take them through the
processes and day-to-day salon life – take
them behind the finished image,” says
salon owner Fallon Carberry.
And for those who have previously
coloured at home, suggest treatments
that cleanse the hair of all previous
colour build-up, then a personalised
approach with a mixture of tones.
THE OLDER WOMAN
Just one in 10 women aged 45 and 54
reference celebrities – they’re turning
to the catwalks. “We find older women
are embracing fashion-focused trends,”
says Will Ackerley, art director at Electric
Hairdressing. “They’re not afraid to colour
and to let people know they’re doing it.”
While Paul Edmond’s Jack Howard
feels the 45 plus age group is faithful,
the frequency in their return visits needs
to be increased. One of the ways to do
this is temporary colours, he suggests.
“There’s been a definite upswing for
women who want a slice of the bright
colour trend that has been, up until now,
aimed at younger clients,” he says.
Women in this age group are also
willing to pay more for colour that not
only covers grey, but is on-trend. TIGI
copyright©olour recently launched AGE
DENIED, aiming to make hair look
rejuvenated and multi-dimensional for
women in this age group.
“AGE DENIED focuses on the core
client who wants to retain her youth.
It’s about empowering women to look
and feel great,” says Anthony Mascolo,
international artistic director of TIGI.
THE WORKING GIRL
Unsurprisingly, time is of the essence
for busy, working women – another
reason why many opt for at-home
colour. However, at-home colouring isn’t
necessarily the time-saver it’s perceived
to be. On average, most salon cut and
colours now ring in at two hours. In
comparison, women at home take about
an hour and 19 minutes to recreate the
effects, according to Wella Professionals.
So offer these clients efficient, fussfree
services. Linton & Mac opens at
7am and offers express colour services
such as Water Colour. This is applied
freehand at the basin and can be done in
an hour. The salon has seen a 20 per cent
increase in revenue since this service
was launched.
Linton & Mac also aims its Colour
Maintenance and Toner Services at
these women. “They need time-saving
colour services and these are perfect,”
says director Jen Linton. “Toner Services
changes a look with little fuss and can
be applied at the backwash during a
blow-dry appointment.”
THE HIGH-
MAINTENANCE WOMAN
This woman expects the best and, while
she can be demanding, she is willing to
pay for an extra special experience.
“We offer L’Oréal Professionnel
Smartbond, and they love it as it keeps
their hair in great condition and allows
them to come in for more frequent
upkeep,” says Electric’s Will Ackerley.
And there’s money to be made –
George’s salon in Leicester made £44,297
from Smartbond between August 2016
and May 2017. And while Park Avenue
princess blonde shades might be over,
these women still crave a premium
colour offering.
“For this clientele, it’s all about a
bespoke offering,” says Elena Lavagni,
from Neville Hair & Beauty. “We have
developed palm painting in response
to changing consumer habits and it
not only cuts colour application time
by 40 minutes, it can be completely
customised.”
Neville’s colour director, Seniz
Alkan, adds: “Our clients love the foilfree,
hands-on approach as it makes
it personal. Since introducing the
technique we have seen sales increase.”
Goldwell
Colour Forecast
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