The Big Business of Glazing

The colour looks stunning yes, but there are also real business growth opportunities that come with glazing. Here are eight great reasons why you should be selling the super shine

In partnership with Wella Professionals 

You can monetise the Instagram obsession with #shine

Scroll your feed and you’ll know the kind of hair that is winning all of the likes right now – it’s super glossy, super shiny healthy-looking hair (it’s the continuation of glass hair and liquid hair trends) – and it’s the reason Creative HEAD hosted House of Glaze – a day devoted to it! Because it’s a huge search term, you know that clients are actively looking for looks like that… and with your own glazing menu, plenty of showcasing on social media and canny use of hashtags, you can pull those eyes onto your work. Just remember to get that Book Now button added to your IG pronto!

It entices clients back in between appointments

It was a concerning trend before the pandemic, but lockdowns have accelerated it – the length between salon appointments is stretching. Lived-in colour trends only amplify that too. Glazing is a great way to get colour clients back in between the big colour services to keep their shades looking on point – it’s a great toner, it’s quick and it will freshen up the look they love.


Aisling Kenny with model at House of Glaze

It’s a perfect baby step for a non-colour client

Colour clients are the money clients, we all know it. So if you can tempt more of your non-colour guests into a dabble with colour, you’re going to see your bills rise. The case against colour from these clients? That they don’t want to make that kind of commitment because it’s too expensive. With Shinefinity from Wella Professionals, glazing gives them the chance to test drive a shade that promises zero lift, meaning no roots that will need to be dealt with. It fades true to tone too. “It can definitely introduce people to colour who are afraid of it,” says House of Colour’s Aisling Kenny. “The fact that it’s not permanent, but it doesn’t just wash out after the weekend. I think it’ll really tempt people into being a little bit more creative with their hair.”

It won’t damage hair

Another post-lockdown trend has been the move to embracing what’s better for us. Shinefinity from Wella Professionals promises zero damage, so that trend for high-shine, well conditioned hair can also tempt those who want healthy hair on the inside too. It will also be a bonus that it has a clean formula (no ammonia, silicones, drying alcohols or animal-derived ingredients) and it arrives in sustainable packaging.

It can boost business from your blondes

Speaking of toning, you’ll know how vital that toner is to getting an Instagram worthy result on your blonde. It also gives them a chance to play with tones and shades subtlety without any major transformations. Blondes are probably the biggest source of your income – glazing can make them even bigger. “I love the idea that I can turn my balayage client a little bit peachy and then perhaps make her a little bit cooler. That’s encouraging salon visits,” says Zoë Irwin, UK colour trend expert at Wella Professionals. “You can offer a gloss and a blow-out – your client has got something monthly then, it’s like a beauty treatment.”


Models captured at House of Glaze, with colour work by Asha Lahel, Cristina Fazzone and Abbie Grant

It’s a brilliant introduction to a bit of creative colour

Pinterest has identified rebellious hair as a serious trend for 2022, and with fewer people now working full time in an office, it means more clients have the freedom to do something a bit different. Glazing gives you a chance to test drive a bit of creative colour with your client – a smidge of rose, a soupçon of smoky lilac – that might mean a more adventurous experiment in the future.

You can offer speedy services

Another post-lockdown trend? Obsession with time – the majority of clients do not want to be stuck in your chair for h-o-u-r-s. Glazing is amazing because it is fast – just 10 minutes for some services, 20 minutes for others. “It’s perfect for those fast services with lots of gain. It’s not going to take up too much of your time, but you can still charge well for it and clients are going to leave happy with shiny hair,” says Daisy Goord, founder of Daisy Goord Salon. “It’s also speeding you up at the backwash. You can do more clients within that half an hour, no mixing 20 different things. You’re doing one thing, you can get on to your next client quicker.”

It plays into the ‘Expensive Hair’ trend

Right now, it’s all about ‘Expensive Hair’, with titles such as The Telegraph highlighting this trend. “It’s expensive looking hair and everyone wants hair to look expensive,” says Arif Arikan from Alice and the Hair. “It’s almost an additional service that really you’re not having to do anything for. It’s a great add on.” Hérmes Birkin bag not included…

Services YOU can offer with Shinefinity

Speed Glaze: a quick and versatile service that’s perfect for in-between colour appointments, or to adjust or enhance blonde hair at the backwash in just 10 minutes

Glaze: use after a blonding service, standalone or on natural hair for super shine

Shimmer Melt Glaze: perfect to get that modern painted hair look. It creates a gradient and dimensional melting effect with a seamless blend.

 

See Shinefinity in action > 


 

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