The Colour Clinic is open! Every month we speak to a Wella Professionals colour expert about a key issue affecting colourists right now, and how to overcome it.
Jordanna Cobella, owner of Cobella London and Wella Professionals craft expert, explains why you need to re-frame your hair colour discussions with clients…
“The biggest challenge we face is the frequency of colour visits and encouraging colour sales. It’s led me to reconsider the way we market our colour services and how we talk colour in the salon. I’ve found personalising and branding our services very useful. We change our colour menu every six months and create new seasonal services inspired by latest fashion and interior colour trends. I’m a true believer in finding inspiration from outside your industry. I find it keeps your work unique, current and creates really powerful stories.
“Bring the looks to life using printed moodboards made up of lifestyle images, flat lays, paint swatches and the latest fashion trends. It allows clients to identify with the images; an opportunity to talk about shades, suitability and placement, while also broadening the scope of colour options rather than a static menu option of ‘highlights or balayage?’
“Colour is becoming more and more personalised; this is our chance to celebrate our unique selling points. Client loyalty increases when there is a service specifically offered by you that they can’t necessarily get elsewhere – offering this personalised and bespoke service with a takeaway retail product built into the price also helps encourage retails sales through you.
“The slightest difference is what makes your work unique so why not market that and capitalise on it. Agility should be at the heart of everything we do, both business-wise and creatively.”
We’re all celebrating the ability to meet up and resume in-person education, but it can’t be denied that the pivot to digital learning proved to be an asset that we won’t be discarding any time soon. The ability to plan education around your needs, your situation and your location, means it will continue to be an invaluable learning tool.
Wella Professionals introduced the Digital Learn Lounges 18 months ago, and since then thousands of stylists and colourists have joined – more than 15,000 to be precise! They offer a series of 20 short courses, split into three segments: Craft, Informative and Business. Each hour-long mini-course covers a different, useful element – one day it might be how to show off Your Social Side, the next it’s all about The Business of Colour. It’s all about keeping that connection, staying curious and inspired.
These courses are available to all and have a calendar of dates and courses running throughout 2021. Contact your Wella Professionals Account Manager or local Studio for more information.