Highlighting the bespoke nature of colour services can help attract clients to the salon, and keep them coming back.
In an increasingly competitive market, showing the true worth of professional colour has never been more essential to keep clients coming back to the salon. There are a number of ways you can do this, starting with an in-depth and personalised consultation.
“A bespoke colour appointment should begin with a bespoke consultation; it’s not just about asking what shade the client wants, it’s about understanding what colours make them feel confident, and what tones they might shy away from,” says Amy O’Sullivan, Schwarzkopf Professional educator and owner of Hair by AOS in Drogheda, Co Louth.
“You also need to be realistic with the client. Setting clear expectations during the consultation about what is achievable at each appointment is key to long-term trust.” “The consultation should be looked on as a service in itself,” says Ger Hennessy, Alter Ego head educator and owner of Ger Hennessy Hair Studio in Kilworth, Co Cork. “It needs to include everything from face shape, eye colour and skin tone, to hair porosity and what the client is looking to achieve. You need to be confident and truthful with your client to get the best possible result.”
“The consultation is everything,”says Beatrice Moate, ALFAPARF Milano Professional education manager at Accademia in Dublin. “It’s your chance to really understand your client’s vision, and assess their hair history by asking them about previous colour or chemical treatments.”
“It’s all about making the first impression on your client, ensuring that they feel comfortable and confident in your hands,” says Mike Decanter, creative director at Zeba in Dublin for L’Oréal Professionnel. “I always start by asking them about their expectations. Their lifestyle in important also – you need to f ind out how often they get their hair done, and if they can keep up with the maintenance if it’s a more demanding colour. Don’t let the consultation go on too long because if it starts going around in circles, it just creates confusion. That’s when you step in and guide the conversation with confidence.”
Talking techniques
Once you’ve nailed down the result your client is hoping to see, it’s time to think about the best way to achieve this, and how you can make it unique to them. “Once we know the client’s goal, it’s our job to translate that into a tailor-made technique,” says O’Sullivan. “For some, this could be precision face-framing highlights to lift their complexion. Or if you know from the consultation that they like to wear their hair up, you could make this more bespoke by combining foils with freehand painting through the back sections.
“Placement is powerful – how their hair falls, where they part it and how they style it daily all influence how and where we place our sections, and our chosen colour or colours. These small, thoughtful decisions really showcase a professional colour service.”
“Once I know what result the client is hoping for, I explain exactly how we’ll achieve it,” says Decanter. “Every service I do is customised to suit the client’s needs and their hair. I love combining techniques, such as balayage with babylights, to create something really soft and dimensional. It always comes back to lifestyle. If a client has greys, but doesn’t want to commit to regular regrowth appointments, I’ll suggest a softer, more lived-in blend.”
“Sometimes I’ll go for a classic balayage or combine balayage with highlights for more depth,” says Jake Nugent, OSMO ambassador and owner of Jake Nugent Hair in Middlesbrough in the UK. “In other cases, I’ll even use up to three techniques together – for instance, balayage, highlights and lowlights. This really personalises the client’s colour, and creates a unique look that flatters them perfectly.”
“Mixing techniques, such as combining balayage with classic highlights, not only gives a multi-dimensional, bespoke result, it also showcases the kind of expertise box dyes simply can’t replicate,” says Moate.https://professionalbeauty.ie/magazine
Setting clear expectations during the consultation about what is achievable at each appointment is key to long term trust’
Building relationships
At the core of every successful salon is the bond between stylist and client. And when it comes to bespoke colour, this relationship is more than just a routine interaction – it’s the key to client trust and satisfaction.
“A lot of the time, us hairdressers are working under pressure with multiple clients, balancing our time and focusing on the artistry of our work,” says Gareth Williams, global ambassador for Moroccanoil and London-based stylist. “But it is super-important to also focus during the consultation. Don’t interrupt your client when they are explaining their desires. Instead, enable them to feel fully heard.”
“Your client needs to trust you, and by listening to them during the consultation, you will know what they want and how best to achieve this,” agrees Hennessy. “If your client feels listened to, and you explain what you are doing, and why, they will have more confidence in you, and become a loyal and long-term client. For example, if their hair tone is warm in some parts and cool in another, explain to them that you are doing a bespoke toning in order to achieve what they want. Clients love to hear the science behind hair colour, and it increases their confidence in you.”
“Clients remember how you made them feel,” says Decanter. “It’s all about listening and reassuring them. I always try to sit down at their level during the consultation, which makes the conversation feel more relaxed and natural. You’re there to give them your expertise, not to sell. The more honest you are, the more they will trust you.”
“It’s a good idea to make notes about the client,” suggests O’Sullivan. “This will help you to remember any details from their previous appointment. The better you know them, the better you can personalise their colour, and move from being their stylist to being their go-to hair expert.”
It’s also worth considering how much time your client is prepared to sit in the chair, and you can help them make informed decisions about the services on offer. “We’ve broken down our colour service menu, showing the time frame and a short explanation of each service,” says Emma Simmons, UKI Revlon Professional creative artist and owner of Salon 54 in Yorkshire in the UK. Introducing smaller services, such as face framing or grey glazing, can help clients ‘pick and mix’ a custom colour service, highlighting the bespoke nature of the appointment, she adds.
I love combining techniques, such as balayage with babylights, to create something really soft and dimensional
Marketing matters
Now that you understand the power of bespoke colour and are equipped with the knowledge on how to offer it, it’s time to share this on social media. “You want existing or potential clients to stop scrolling and pay attention to your work, and before-and-after photos and videos are a great way of achieving this,” says O’Sullivan.
“I also think step-by-step transformations are brilliant for demonstrating your talent and the work that goes into those looks. They will show clients why your time and salon is worth investing their money in. I would advise doing at least three posts a week to keep your audience engaged. You can mix them up with transformations, client testimonials and/or behind-the scenes clips.”
“TikTok has made a massive difference to my business,” says Decanter. “I've seen a big increase in new clients who’ve found me through my videos. It's not just about before-and-after content, it’s about sharing your unique services, whether that’s colour correction, global pre-lights or curly hair expertise. Clients are searching online for someone who really knows their stuff, so your content should reflect what sets you apart.”
Beyond the salon
Your expertise should also extend beyond the salon as you recommend the appropriate homecare products to your client. “Homecare should be a non-negotiable part of any bespoke colour service,” stresses O’Sullivan. “If you’ve created something beautiful, you want it to last – and your client does too. Make sure your recommendation is specific because, just like colour, homecare isn’t a ‘one size fits all’. Suggesting toner or treatment appointments as a top-up in between full colour service ones is also a great way of boosting business, while maintaining the client’s colour and keeping them happy.”
“When clients spend money on bespoke colour services, as a stylist you need to recommend professional homecare that will prolong the results,” says Hennessy. “We can give proper advice on which products will best suit their hair needs and lifestyle.”
“I always ask clients what they’re currently using, and if they have any concerns, such as fading or brassiness,” notes Decanter. “From there, I recommend what will help. It's not about the hard sell, but it’s important to recommend the right homecare so they can get the best out of their colour.”
“Bespoke colour doesn’t stop at the chair,” agrees Moate. “Recommending professional homecare is a key part of the service; it protects your work, extends colour vibrancy and shows your client you’re invested in their long-term results.”
Offering bespoke colour services can also be very rewarding, and help you stay ahead of the curve in the industry. “They are the way forward for stylists who do not want to get stuck in a rut,” says Hennessy. “Education is key; exploring different colour techniques will help stylists come out of their comfort zone.”
“I think for us hairstylists, there’s nothing more rewarding than seeing your client smile and their shoulders relax when we show them their finished look, and they see that we’ve delivered,” says O’Sullivan.
This article was published in the September/October 2025 issue of PB/HJ Ireland.
