What do people over 40 want most from you? They hope you’ll help them achieve that perfect “great for their age” compromise. They
don’t want to look as if they’re chasing youth, but they also don’t want to just surrender to the passing years. For this group,
dimensional hair coloring becomes essential.
When they first notice some gray hairs, clients become very open to a suggestion for highlights that target the colorless strands. As the percentage of gray increases and more drastic steps need to be taken, you usually can get them to switch to all-over color. That alone tends to boost their loyalty to you, because you hold the keys to their color formula. It also often shortens the space between visits; no one likes looking at regrowth.
Just being in the salon environment more frequently is enough to raise their beauty consciousness and to motivate them to add to the ticket. Moreover, after a while they begin to miss the effects of highlights. They remember how
dimensional hair coloring gave them a youthful glow, because that’s the way their hair used to look long ago, before they needed any hair color at all. Virgin hair has dimension, and young hair has vibrance. By introducing the idea of establishing a highlighting and lowlighting schedule in addition to the all-over color, you’ll be giving baby boomers—and the generation on either side of them—both dimension and vibrance. That’s the way for them to truly look great for their age.
Photo credits: cut and style by Shannon King; color by Daniel Carter for Hair Cuttery; photo by Roberto Ligresti; make-up by David Maderich for Halley Resources and mistermakeup.com; photostyling by Viviana Rodriguez