Armed with a ringlight for some savvy selfies, terrific TikTok transformations and stunning Stories, anyone can have an impact on social media – you don’t need a 9,000 sq ft salon to make a big impression. These are the salons transforming the social sphere, one like at a time…
CeCe’s Hair, Makeup and Beauty, Hamilton (@cece_hair_makeup_beauty)
THE RETAIL REVOLUTIONARY
“I would say nine out of 10 clients sit down and show me a picture of work I’ve posted,” says Charisse Nailen of CeCe’s. “I get a lot of clients through social media. They ask me what would suit them; they like me to take control.
“When lockdown started, my Instagram following was fewer than 6,000. With time for improvement during lockdown I decided to focus on social media. By the time we reopened, our following had more than doubled. That’s because I recorded lots of tutorials, talking about why box dye wasn’t the answer to those roots, or how to look after curls. I also started Redken Recommendations, answering 50 to 60 messages a day from consumers asking what products would give them the hair they wanted. Since reopening, the retail has flown through the door!
“When Redken launched Extreme Length, I recorded a video about biotin, the key ingredient, and its benefits. As a salon exclusive, I decided to take pre-orders with a bank transfer and offer a click and collect service.
“I had a great response and now I’m looking at setting up Instagram Shopping so clients can click and buy the product they seen in our posts. I have a 10-week wait for appointments right now, so I must be doing something right!”
Blueberry Bangs, Manchester (@blueberrybangs)
THE ENGAGEMENT EXPERT
“We’re on social media all the time – looking at what others are sharing, posting our own work and regularly updating Stories,” says Blueberry Bang’s Hazel Mac. “We usually share big colour changes and colour corrections; big transformations get the most interaction. We’ve also started to share our formulas as more Redken artists are following us on Instagram, which is great as we can share tips. It’s taking the Redken community online and supporting each other’s work.
“Social media has been the main business builder, and is most important in terms of advertising, especially Instagram. Clients want to engage for a longer period of time, and it’s vital to show what we’re doing now in more depth.
“Constantly upload, engage and share what you see. When I say constantly, I mean all day. We’ve spoken to other Redken salons, even in other countries, and they always try to be on top of engagement. Speak to clients – ask who they follow and what they want to see on social media – because they’re speaking from a consumer point of view.”
Mary Quinlan Hair, Tipperary (@maryquinlanhair)
THE SOCIAL STRATEGIST
“Since opening our doors five years ago, we have strived to offer an exceptional service in the rural setting of Tipperary,” says Mary Quinlan. “With the help of social media, showcasing our unique setting has played a huge part in establishing our salon. Nowadays you can be based anywhere and show off your work – our clients travel from all over Ireland due to the strength of our social media.
“We are a proud Redken salon – it has been life-changing to work with – it allows us to push boundaries. As we specialise in blondes and balayage, Shades EQ has been incredible for toning.
“Plan your pages and draft your pictures and captions so they are ready to post daily. Try to think about your brand colours and visual style on Instagram – how can you make your content feel aligned with your brand’s overall aesthetic?
“When it comes to capturing the shot, lighting is the foundation. Focus your camera until you see the true tone before you take the shot. Some days, especially in winter, we find it harder to capture a good picture, so we take videos that show the true colours. Use a clean background with no clutter.
“Captions are a chance to enhance your content further. We choose to treat captions as a place for sharing stories. Take followers behind the scenes and show them the human side of your business.”