Written by Jordanna Cobella, Wella Professionals UK&I Craft Expert, @jordannacobella
For years we have designed service menus to feature the technique, such as “root tint” or “highlights” for example. After careful research and piloting colour menus, I have found there is tremendous opportunity in both loyalty and sales featuring the end result of the colour. By this, I mean we design our service menu around the result for the client, such as ‘the contour’, the ‘root shadow’ or ‘golden lights’. We observe this in other industries such as makeup where a menu of looks is available for the consumer to browse and identify with. We have also seen this with blow-dry bar; a menu of looks such as the glamour style, the cool girl wave, the classic blow-dry set, etc.
In a world with a high saturation of hair salons available to choose from, I have found that this way of branding colour services appeals to the client and increase their loyalty with you as a colourist. After all, highlights and balayage are available at most salons, but the ‘Cobella Contour’, ‘3D Blonde’, or ‘Golden Lights’ are only available at Cobella.
While these services are made up of a combination of the standard techniques and practices, we do on a day to day basis, the purpose of the menu is to showcase the craftmanship involved in hair colouring, product choice and placement. Most colour clients are already receiving a bespoke colour service of highlights/root drags and balayage techniques but many of them are unaware of just how bespoke it really is.
We are currently living in the most advanced colour technology age with a plethora of product choices and wide range of colour finishes. The colour menu, that should be changed annually, is our chance to introduce these ranges or techniques or low commitment colours to our clients. Another benefit is the ability to translate catwalk trends into colour. So, how do you do this?
First of all, decide on around three colour services that you think will be popular. An example from our 2019 menu is ‘The Cobella Contour’ – ideal for clients looking for subtle lightness designed around the face to enhance the haircut and facial features. Another could be ‘3D Blonde’; for blonde clients who are feeling a bit bored and looking for a change in tone to make their blonde truly pop. Your starting point is either a trend such as ‘root drag’ or ‘warm and cool tones’. Now give the service a name that encompasses the look; you could use your business name to brand the service too.
Now create a mood board either on Canva, Pinterest or even on Power Point. Try to include images of lifestyle, food, fashion and interior design so the client can really connect and identify with the look. This also brings the colour to life and gives a different perspective to palettes that hair images may not capture. Drawing on other industries also keeps your work fresh and your influences unique.
Print these mood boards on thick card in A2 size and display in your workspace where your clients can see them. They could be on a floating shelf, an aisle or on the walls. You can accessorise the mood boards with large swatches of your favourite blonde toners/ hero products or even paint swatches and fashion books. We had all 3 displayed for the year and we got a lot of use out of them. The displayed mood boards showcase you are at the top of your creative game, fashion focused and trend lead.
You can even share these mood boards on your social channel and introduce them with a short video of them e.g. ‘We are excited to announce the new Cobella Colour Menu formulated for our clients taking direct inspiration from the latest colour trends, technology and client’s needs’.
If you have a team, get them involved in the mood board and concept stage so they have ownership over the ideas. Write up the ‘how to’ and draw up the sectioning pattern for each colour service so your team have a reference starting point but be sure to encourage creativity in adapting each technique. Host a team education day where you showcase and get hands on with each service either on mannequins or models and use these pictures for plugging the colour menu on social media and consider hash tagging the services #madebycobella #cobellacontour.
In terms of price, even service is designed to be done in around 1 hour of application time, for us, this is around the same time as a full head highlight service and therefore we price it around the same.
I urge all my fellow creative colourists to use the time in lockdown to really give this a go! Let go of any fear because it’s time for us to shout about the artistry and craftmanship involved in EVERY clients’ colour service and this has worked so well for me and my team.
Jordanna Cobella is a Wella Professionals UK&I Craft Expert Follow her creations on: @jordannacobella