Estetica Magazine UK (2/2024)

JIM’S TOP 5
Jim Shaw’s Top 5 Tips for a Healthy
Summer Scalp.
1 • UV protection will form a barrier
between their scalp and the sun, keeping
their scalp protected and avoiding
sunburn which can not only be painful,
but can also lead to scalp flaking.
2 • Cover up – alongside advising your
clients to use UV protection, you should
also advise them to wear a hat to protect
their scalp from harsh UV rays.
3 • Recommend that clients use a scalp
scrub – scalp scrubs are an incredible
product for clients to invest in and have
in their hair care routine all year round.
A scalp scrub will give their scalp a deep
cleanse, get rid of build up from products,
chlorine, dirt, oil and impurities, and will
keep their scalp soothed and refreshed.
4 • Discuss washing hair regularly – another
important step for clients to look after
their hair and scalp to keep them clean,
free from dirt, oil and build up. If a client is
going on holiday and likely to be in the sea/
pool, recommend that they wash their hair
after to remove salt water/chlorine on their
hair and scalp, which can cause the scalp
to become itchy, tight and dry. A clarifying
shampoo is a good choice to get rid of
build-up and help rebalance the scalp whilst
being gentle too.
5 • Avoid overusing styling products
excessively, as they can create build
up on the scalp. Clients should look for
products that are lightweight or natural,
as these are less likely to cause irritation.
PLANNING A
SUMMER CAMPAIGN
According to salon business consultant and successful salon
group owner, Sean Hanna, planning is key to coping with
the months ahead. “As we head into summer, it’s a great
time to inspire your clients and get them in the mood to
try something new, or get their hair looking great for the
warmer weather,” explains Sean. “Balayage continues to be
a popular service, so create a story around your services. For
example, create a Balayage Booster Package, telling clients
to get your balayage looking perfect for summer. The package
could include a full head balayage, pre-colour treatment,
perfect toner and sun protection kit to take away. Ideally the
story is created in collaboration with your team. It needs to
have their support to ensure this will be successful. Create a
training plan which ensures the team are fully aligned to the
story. Let your campaign run for a set time, for example your
summer campaign might end on 30 September 2024 in time
for an autumn campaign to start.”
SEAN’S TOP 6
Here are Sean Hanna’s top tips to creating a
successful summer colour marketing campaign:
1 • Create the content that you will use to promote
your campaign, this could be imagery that you will use
inside the salon, your window display, on your website
and your social media. It could be videos showing
the benefits of the package and maybe some case
studies where you show before and after results
on real clients who will give their testimonials.
2 • Plan your campaign 2-3 months before its launch date to give you time
to get everything in place. However, it’s never too late to start!
3 • If you have a small salon that doesn’t have a huge budget, that’s OK.
Be creative and showcase the beautiful work you create in your salon.
4 • It doesn’t have to be about a discount. Packages and bundles can
have huge appeal where you can offer a price incentive for an upsell.
5 • Try and keep your marketing positive and creative – don’t just reach
for a summer discount because it is an easy option.
6 • Not everyone is price driven, people often want to be educated and
inspired, so keep this in mind when planning your summer campaigns.
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