Room to EXTEND

Having a hair extensions service can significantly boost your business – here are some reasons why both your salon and clients can benefit from this offering

Multiple options

“Extensions are not just for lengthening clients’ hair; in fact, the possibilities are endless,” says Balmain Hair UK and Ireland ambassador Simon Tuckwell. “As salons return to some kind of post-Covid normality, clients are looking for services that will give them the hair they've always dreamed about. I think they will start using extensions to exaggerate certain parts of their haircut or colour. For example, the shag and mullet have both been resurfacing –I can see clients requesting extensions to intensify length or add flashes of colour to these looks.”

“As well as the more traditional extensions clients looking for length and volume, we’re seeing more than ever the opportunity to target new audiences – something really bolstered by people like Shirley Ballas being open about using hair extensions at every age,” notes Joscelin McCourt, CEO for HB Collective, home of Great Lengths. “Hair extensions also offer solutions for those experiencing hair loss or thinning hair, be that through age, health or post-partum. With a renewed focus on hair health, and looking and feeling your best, extensions offer a tangible way for hairdressers to provide clients with a holistic approach to solving their hair concerns and helping them achieve the hair of their dreams, attracting valuable new business in the process.”

‘Hair extensions also offer solutions for those experiencing hair loss or thinning hair, be that through age, health or post-partum’

Non-committal colour

Hair extensions can be used to create highlights or lowlights without colour by tactically placing the extensions, according to Thomas Gold, co-founder and CEO of Gold Fever. “Apart from saving a lot of precious time, this method is completely safe and damage-free, and the process can be fully reversed if and when the client decides to change their look once again. These smaller, less demanding jobs will result in what we refer to as ‘repetitive business’, meaning the customer will pop into the salon more often for top-ups and maintenance, without being forced to spend a fortune.”

Extensions can also offer clients more options when looking for a colour change, says Rapture ambassador Jason O’Sullivan. “My favourite shade at the moment is our new Melts range 2/901, which is a gorgeous gunmetal grey – the perfect option for when a client comes in with an image from Pinterest, but doesn’t want to go through the long process with bleach,” he explains. “By adding extensions in colours like this, you give the client what they want, without compromising their hair.”

Client base expansion

Extensions are often associated with younger clients – but there is a big demand across age groups, notes Louise Baldwin, Remi Cachet super stylist. “I’m seeing a huge uptake in the over-40s when they have seen the service and the transformations achievable with just 50 bonds.”

‘These niche ranges present a golden retail opportunity because they maximise the lifespan of the client’s new look, which is great news for them and for your business’

With wedding season on the horizon, extensions can provide a range of solutions to brides and their wedding parties. “Extensions are an all-rounder for adding colour, especially where colour is not possible due to a short time frame,” adds Baldwin. “And they hold better than natural hair, so they're perfect for when you need hair to look good for longer.”

Loyalty boost

An extensions service also helps to generate loyalty as clients will return for all their other appointments, such as cuts and colours. “The industry has seen a shift, with maintenance appointments for haircuts and colours being less frequent now, but clients have to follow a regular maintenance plan to take care of the investment they have made in hair extensions,” says Andrew Barton, Racoon creative director.

“Extensions clients will need to visit the salon on a regular basis, probably every few weeks, so they will be spending more money with your salon,” adds Mel Kasak for Glamlox.

Retail opportunities

Once a client has had their extensions service, you can show them how to care for them with retail aftercare products.

“Extensions aftercare products are must-haves because they’re specifically formulated to protect extension hair and, in most cases, the bond or application used to attach them,” says Liane Reilly, general manager for Balmain Hair Couture. “These niche ranges present a golden retail opportunity because they maximise the lifespan of the client’s new look, which is great news for them and for your business.”

“Each and every extensions client is also a potential aftercare client,” says Louise Jenkins, creative and education manager for Great Lengths. “Clients who invest in hair extensions should also be investing in aftercare and maintenance, so make sure to explain to them the benefits of professional products and how the right regime can maximise their look, and prolong the life of their extensions. Also use your social media to promote the aftercare ranges; we tend to focus on before and after images on platforms such as Instagram, but educational stories about products can perform really well too and help engage new clients.”