2 mins
IDENTIFY TRENDS ON SOCIAL …
TOM SMITH
BILLI CURRIE AND EVO INTERNATIONAL CREATIVE COLOUR DIRECTOR
As a hair trend forecaster, I’m tuned into the ‘threads’ of macro and micro trends that sit across complementary verticals such as hair, make-up, beauty, interiors, fashion and so on. I build references and note patterns and synergies – when I notice a theme crop up in multiple industries, it’s a clear sign that something is growing.
It’s about knowing what consumers want before they realise it themselves – and making it easy for them. Naming hairstyles gives consumers a storyline or a character to be inspired by, and if you can turn these into services in your business – you make it easier for your clients and close the gap between fantasy and reality for them. I release trend presentations to the global press every season, and many clients are motivated by change with each new season, so lining up your trend-based services two weeks before each coming season arrives allows you to stay ahead of the curve. For S/S24, I talked about Syrup Blonde. With undertones of gold, caramel and vanilla, this is about going as warm as possible with the toner without tipping into ‘strawberry blonde’ territory and keeping the blonde as light as possible with minimal darker shadows or low lights. There’s also Crystal Clear (pictured, left), a neutral creamy tone that’s almost entirely down to the lightening.
MARNEY LIAN
GRITT LONDON
Trends in hair colour move faster these days than they ever have before. It’s not even just about being up to speed with what’s going on, we like to lead the way and be the trend barometer for our clients. It’s all part of our job.
We’re very active on social media. You start to see themes coming through. Right now, it’s all about face framing with blondes. That’s nothing new – last year we all called it the ‘money piece’ – but you must find a way of putting your own spin on it.
When you start to see a pattern emerging, name it. Decide what your interpretation should be called and put it on your price list. Teach your team members how to do it so that everyone is on the same page. Keep references handy; examples you’ve created, images you’ve pulled from social media so that when your client shows up looking for inspiration, you’ve got it right there. We never, ever suggest ‘same again’ to our clients.