By Marcy Cona, Clairol’s Director of Color & Style

Your loyal hair color clients trust you to provide customized services. Some color clients come to you for special effects while still using home hair color between appointments.  But not all your clients are hair color clients—or ever will be.

Knowing which clients to target for salon services, as well as the latest advances in the science of hair color, is what you’ll learn in the “Latest Learnings in the Science of Hair Care & Color” class at the America's Beauty Show ® (traditionally your Chicago Midwest Beauty Show). Lesley Bride, a top scientist at P&G Beauty, will join me to share the latest in hair care technology and consumer research.

This research divides hair color users into three categories: the salon-only color client; the home color user who is committed to doing-it-herself, yet enjoys her salon visits for haircuts, facials and manicures. Then there is the hair color “dualist.” This salon client might switch between using retail hair color and coming to the salon for professional hair color services. “Dualists” usually choose to have in-salon services when they want a dramatic color change or a special process.

You can easily build your salon color business by marketing directly to the salon dualist, who already trusts your skill and enjoys the pampering, creativity and convenience that salon color services afford.

Knowing the latest scientific advances in hair color technology can also build your color business. Take the perceived affect of color on hair texture. Research shows that salon clients believe that hair colored in the salon is less damaged. From a science point of view, this is most likely due to the fact that salon clients rarely touch their hair until after you have conditioned and styled it. By learning this type of science-based information, you’ll leave our class understanding the differences between a “dualist” to an in-salon-only color client—and how you can market towards both types of clientele. 

I’ll also have live models to show you some of the latest techniques for servicing the various types of hair color clients, and will share my salon’s marketing ideas on how to grow your color business. We’ll also include a serious, in-depth Q&A session to answer all your scientific and practical hair color questions. As the world’s leading scientific resource on hair health, hair color technology and best hair care practices, P&G Beauty has much to share with hair stylists and colorists. We look forward to seeing you at ABS!