Modern Salon - September 2008 - (Page 72)

PROCESS Ceramic Straightening & Curling Iron Ask Beth Beth Minardi, co-owner of Minardi Salon in NYC. THE ONLY ONE. – Heats up to 410º in 15 seconds – Create curly, wavy, or straight hair – One Year Warranty Q The recession has hit my clientele in my middle-income-area salon, hard. I’ve been trying different inexpensive marketing ideas, such as networking at expos/ conventions, putting up flyers in apartment complexes, offering complimentary deep conditioning to new clients instead of discounts and setting up several webpages linking to my MySpace page with work photos and salon info. Since starting this, I’ve gotten quite a few calls, messages and e-mails, but only five new clients have physically come into the salon. I’m frustrated. I feel like I should leave my salon for one in a high-end neighborhood.—Darlene Considering that your self-starting program has been in place only a couple of months, I think you’re doing well. Getting five new clients without professional PR, advertising or a direct marketing push from your salon is not failure. That’s not to say that you shouldn’t take a close look at the long-range opportunity available in your current salon. Unfortunately, quality hair services are luxuries for many people. If you are in a lowerincome area, you will have a much harder time establishing a high-service volume. But think hard before you jump to another location. You haven’t said how long you’ve been at your current salon, but my feeling is that a colorist should remain in one salon for at least 18 months before moving on. The more you move, the more you lose clients. A A I wish your client the best during this difficult time. Depending upon the type of chemotherapy and how your client reacts to it, she may lose none, some or all of her hair. For my clients who retain enough hair, I use the same color formula, application methods and timing, with extra care to condition correctly after each retouch. During treatment, we avoid very aggressive color services and make sure the client continues to be aware of correct at-home hair care. If you are in doubt, or want to make certain that your client can expect the same or similar color results, perform a strand test. Apply a small amount of color to a section and process 20 minutes. After rinsing, shampooing and drying that area, you will have a very clear preview of any unexpected color situations. Q A In your classes, you recommend Redken’s Shades EQ for toning highlights and L’Oréal Professionnel’s Richesse for lowlights. What’s the difference and do you have favorite shades for lowlighting?—Tanja Shades EQ is sheer, which is perfect for glazing and toning highlights, while Richesse is opaque, which makes for a great long-lasting lowlight. The Richesse Medium Brown, Auburn Brown and Light Brown shades are all very good for lowlighting. These and all Richesse shades “take” a bit deeper and a bit cooler than the color named on the tube, so formulate accordingly. A processing tip: After wrapping the last Richesse lowlight foil, I recommend you allow the hair to process with heat for 10 minutes and for an additional 15 to 20 minutes at room temperature before shampooing and conditioning. n AVAILABLE EXCLUSIVELY AT ARMSTRONG McCALL 800.237.2566 My client is undergoing chemotherapy for breast cancer. Should I hesitate to perform color services during her treatment? Or is it one of those situations that we won’t know until we find out?—Jaclyn Q © 2008 Image One. All Rights Reserved. 72 SEPTEMBER 2008 www.modernsalon.com http://www.modernsalon.com

Table of Contents Feed for the Digital Edition of Modern Salon - September 2008

Modern Salon- September 2008 Contents Behind the Cover Notebook Contributors Modernsalon.com Modersalonlearning.com New-Now-Next Modern Portfolio Modern Reports Ask the Experts Games Women Play News and Trends Using Safe Chemical Combinations Ask Beth Toolbox Haute Heads Fall Fantasy Fit for Fall Modern Hair Modern Beauty Modern Education The Goods Personal Style

Modern Salon - September 2008

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