VIRAL COLOUR

While trending colour names might prompt an eye roll, embracing viral trends can genuinely help boost your engagement and, crucially, your bookings

@HAIRXIAN @THEUNCOMMONMANE

Candlelit Brunette, Expensive Blonde, Smoked Chestnut… these are just a few of the colour trends which have been popping up on social media ahead of the autumn/winter season. Some of you may be wondering where these trends, and their names, come from, and whether they actually have significance in the salon. To get to the bottom of these questions, and more, we caught up with the experts to see what they had to say.

What’s in a Name?

Over the years, how trends emerge has evolved drastically. “For years, our only exposure to new looks was through celebrities on our TVs, in our magazines and on the catwalks,” explains Nicola Lannetta, part of the new AlterEgo UK Education Team. “Now we’re living in the age of social media, increasingly trends are being born from brand ambassadors and educators, who share and teach their work to other hair professionals.”

So, while the inspiration for trends may be inspired by industry figures and the celebrity world, what about the names? Trends are often rooted in the familiar, as Jude Taylor, Ambassador for Directions, notes: “Colours and trends tend to originate from certain seasons, such as autumn; so for example chestnut brown has connotations of autumnal leaves.” Trend names like these are great for conjuring up images in your client’s head. Sarah Ethel, from Ethel Hair & Co. for Davines, points out that typically the trends emerging online aren’t actually new, but rather existing colour techniques with new names that have been tweaked.

A key benefit of embracing new names is that you can make your clients feel as though they are getting a bespoke service. “I like to get clients involved in naming any new colour combinations,” explains Adele Clarke, OSMO Ambassador. “I’ll then tag the brand we use on social media, and if they pick this up and repost it, it can be a massive confidence boost.”

Sign of the Times

Taking the time to consider where these trends originate is one thing, but what about implementing them into your salon? Embracing new colour trends can have multiple benefits for your business, particularly if you’re looking to grow your social media presence. “Jumping on a viral trend can help improve your engagement on social platforms, as the algorithm picks it up,” says Georgia Bell, Denman Ambassador. “Plus, if it’s work you’re already doing, and all you need to do now is add the trending name, why wouldn’t you?” Tracey Ann Smith, Global Ambassador for ASP, agrees, sharing just how simple this approach can be: “At present the Scandi hairline trend is huge, and whenever we post videos about it, we instantly get requests for it.” Sarah Bates, UK Education Manager for Elgon Professional UK, adds: “Showcasing viral trends on social media demonstrates that you're up to date in the industry, and that you can create bespoke colour work for your clients.” This can also prove beneficial for attracting new clients, with Verity Clarke, Manic Panic Ambassador, highlighting that customers who are specifically looking for a colourist to replicate a trending look may then reach out as a result of your content.

Careful Consideration

Although adopting the latest trends is good for business, some trending names can be a little vague. Norman Boulton from Not Another Salon, for Crazy Color, highlights: “It’s important to remember that everyone interprets these trends differently, so always take a trending name with a pinch of salt and don’t forget to ask clients for reference pictures.”

Something else to be wary of when reacting to trends is to ensure your salon is prepared to offer these services at a high standard; ensuring your staff have access to the best shades and possess the essential knowledge to deliver these trends is crucial. Pamela Pretorius from All Shook Up Hair Salons, for Vish, explains: “Both are easier to do with Vish. I can check my data to see which colours are most popular and tailor my orders to what we need. It also shows who is repeatedly using the same colours and not others, which can suggest a gap in their knowledge.”

Meanwhile, Mark Leeson, Global Ambassador for Revlon Professional considers a different dilemma, cautioning that trends aren’t everything: “Whether our clients come to us with inspiration from social media, a celebrity or someone they’ve seen on the street, our job is to be honest about what will suit them and what can be achieved in a healthy way.”