Solving the Hairstyle Dilemma
Symmetry and Facial Attractiveness
Throughout the ages, symmetry has defined our perception of beauty. The human eye is attracted to objects that appear in balanced proportion. In recent years, scientific research has found that as humans, we have an aesthetic response to faces that appear more symmetrical. It has been noted that newborns in their first hours of life respond to and hold their gaze longer on faces that are more symmetrical. Other tests indicate that symmetrically balanced faces signal stronger qualities of health and desirability.
So why is there so little attention given to symmetry in the very place where men and women of all ages go to improve their personal appearance –the salon? The scientific answer seems to be that while most faces appear to be bilaterally symmetrical, the nuances of disharmony are subtle. From an artistic standpoint, only a handful of gifted stylists possess the instinctive skill and knowledge to identify those nuances.
One thing is for certain, salons and stylists both have a strong personal desire and financial motivation to satisfy clients and help them appear as attractive as possible. However, at the root of this desire are dilemmas that too often disrupt efforts.
The Hairstyle Dilemma
Most salon visits are for a cut or trim, and about one-third of salon-goers change their hairstyle one or more times a year. However, in daily interactions between stylists and clients the trend is to resist change and maintain the status quo.
Salon goers:
- Complain that stylists don’t listen or care about what they have to say
- Want to keep up with trends, but are fearful to change styles
- Have suffered poor experiences in the past
- Fear that they can’t achieve the salon look at home
- Don’t admit to their stylist that they are unhappy with the results
- Change salons rather than improve communication
Clients sometimes ask for a hairstyle either portrayed in a magazine or on someone else that they consider attractive. However, because the style rarely looks the same on them, they can be dissatisfied with the results. The client’s point of view is disturbing because it puts pressure on the stylist to achieve what they know in their heart is impossible. A person’s facial characteristics, hair texture and thickness, the location of their natural part, position of the hairline, and other factors sometimes make it impossible to achieve the client’s idealized style. If the client is not satisfied, they rarely say so and instead simply change salons for their next appointment.
Stylists:
- Tend to stay with “tried and safe” styles that they personally prefer
- Conform to sometimes confusing beauty school basics on face shape
- Experiment with current trends and techniques from the latest hair shows
- Want to offer more, but don’t know how
- Wish they could offer more, but can’t afford to give away consultation time
- Feel their valid suggestions are ignored but won’t risk client animosity
Many stylists stay close to their “safety zone” and avoid client confrontation. As trends change, or clients’ faces change because of thinning hair or aging, stylists suggest updated or more flattering hairstyles. Most stylists intuitively know how clients should wear their hair, but have learned that convincing clients to overcome their fear of change can be fruitless and risky at best.
Salons:
Salons must scramble to find ways to compete in a mature industry. The Green Book annual industry report and forecast for 2002 reports only a 3.8% increase for cutting and styling, the largest service revenue category. To stay ahead of competition and increase revenues, salons are advised to focus on 3 economic targets:
- Increasing the number of services per client
- Improving retail to service revenues
- Creating client retention programs
Salons must also respond to today’s trends for natural products and services that make them feel better about themselves. The popularity of TV makeovers and the emergence of expanding spa services and medical salons indicate that for both men and women, looking and feeling better is a top priority. Salons responding to these trends desire new ways to satisfy this consumer hunger.
The Visàge Solution
Visàge redefines the traditional complementary salon consultation as a professional service. To satisfy their client’s hunger to look and feel better about themselves, salons offer Visàge as the first-step in a client’s quest for beauty. Visàge guides the client and analyst through a series of modules designed to inform, instruct and recommend.
Beyond corrective make-up or cosmetic surgery, there is little we can do to change the symmetry of our facial features and face shape. However, how and where hair is placed on the head and around the face and how color can enhance the overall effect, does influence the perception of balance and harmony. The Visàge solution is based on this approach:
- The science of symmetry– that symmetrical faces evoke an aesthetic response to beauty,
- Research on facial attractiveness –that symmetrical faces are perceived as healthier and more desirable.
For Clients
- Removes fear associated with trying a new hairstyle.
- Viewed as a luxury service fostering trust, dependence and salon loyalty.
- Is a unique, highly visual, interactive user experience.
- Offers a written client profile that can be referred to over and again.
For Stylists
- Inspires creative stylists to up the bar; provides technical stylists a conceptual blueprint.
- Improves skill sets, boosts morale, and grows the client base.
- Easy to perform regardless of talent or training.
- Substantially increases individual income and salon revenues; finally, a consultative process with a financial payoff.
For Salon Owners
- A lucrative revenue generator for new and existing clients.
- An entry point for all other salon and spa services
- Exponential growth in salon product revenues
- Competitive edge over other salons; morale booster and educational leap.
Fulfills a Constant Need for New Products
Visàge satisfies the hunger of professional hairdressers and salon owners for products that will capture the imagination of employees, excite clients, and set themselves apart in a competitive industry.
Makes Money in an Up or Down Economy
Visàge makes money in a down economy by selling more services to the same customers, and in an up economy by pampering clients with an innovative “about me” service.
Easy to Implement
Visàge is self-guiding. Most consultants can perform a live analysis after a single pass through the process.
New Advertising Opportunity
Visàge provides new opportunities for advertising and promotions that attract new clients and grow the business.
Simplifies Hair Design
Until now, designing a hairstyle and coloring to fit a person’s face and skin tone has been a hit or miss situation. While face shapes may be hard to determine, results of the Analysis are not. Even though hairdressers may have received basic training in head shape and color harmony, they are usually unsure how to apply this information. Similar cuts based on face shape alone can have dramatically different results from one face to another because they don’t take into account imbalance, disproportion and asymmetry.
Retains Employees
Employee turnover is a major problem for salons. According to The National Accrediting Commission of Cosmetology Arts and Sciences (NACCAS), there is a great deal of mobility in the industry. One out of every three salon employees change jobs every year, creating over 419,000 filled job openings or 1.4 openings per salon. Considering that half of the establishments have one to three people, this is an enormous turnover rate. To keep hairdressers and support staff from switching salons, salon owners are constantly looking for ways to stimulate employees and prevent boredom. Visàge gives every salon an opportunity to motivate, excite, and retain staff.
Offers Competitive Edge
Because every neighborhood has multiple salons, salon owners are always concerned about competition. The chance to lose a client to another salon offering something they don’t is one they can’t afford to take. Visàge provides a new opportunity to stay ahead of the competition.
Benefit Summary
The Visàge consulation service solves many of the problems faced by all three salon facets: clients, stylists and owners.
Clients
- Satisfied clients from all age groups return more often
- Purchase more salon services
- Buy more retail products
- Refer friends
Stylists
- Desperate to offer new services to clients of all ages, both men and women
- Want to move outside their “safety zone” without risk
- Benefit from added income
- Enjoy the interactive experience and the value they provide their clients
Salon Owners
- Find solutions for staff morale, attitudes and competitiveness
- Increase revenues in all service areas, especially cut and style and coloring
- Boost their reputation and reach
- Attract and retain skilled, talented, motivated stylists
Conclusion
Visàge can play a major role in changing the way people choose hairstyles and color. It gives clients positive incentive to reassess their current look and a willingness to accept change. However, advancement of this technology need not stop with the five steps integrated into the initial version.
As we continue to refine and round out what the Visàge tool can do, there are many other solutions that can be added such as eyewear and make-up balance, permanent makeup planning, tracking facial and advanced skin care services such as microdermabrasions, infusion treatments, and peels.
To learn more about Symonics’ strategies for the salon industry and the new Visàge Client Consultation Service, contact Linda Wolf, (513) 677-3887 or visit www.symonics.com.