SIGNATURE STYLE

CHLO WELDON EXPLORES WHY STYLING IS AN IMPORTANT PART OF YOUR CLIENT’S APPOINTMENT

When it comes to cutting and grooming services, tailoring the service to each individual client is key. It’s about making each client feel not only heard but seen, by suiting their personality, lifestyle, and needs. But styling the hair is equally as vital. “Without good styling, what could have technically been a great haircut may become lost,” says Stefan Clarke, Senior Barber at Murdock London. Agreeing, Sid Sottung, Head of Education at Captain Fawcett, says: “Styling completes the look, and it also adds versatility. The cut is the foundation – the structure that sets the stage – and the styling is what brings it to life.”

Putting it simply, Mike Taylor, Denman Creative states: “Clients judge the quality of your work by the finished look. You could do a great haircut, but if you let them go without drying the hair or putting any product in, it looks unprofessional, and you cannot showcase your best work. You can cut the basic shape on wet hair, but to see how it sits and to personalise the cut to suit the individual client, you need to dry the hair.”

Likewise, Ian Harrold, American Crew Lead Allstar UK & Ireland, tells us: “Styling is where you start to see the character and personality of a cut come to life,” noting the importance of hardworking, versatile products to transform a cut into a style. “Choose and recommend products that can stand up to someone’s working environment,” Chris Brownless, co-founder of North West Barber and Uppercut Deluxe Ambassador, tells us. “This all makes a huge difference to how someone feels about their hair.”

EDUCATION STATION

As barbers, it’s essential to educate your client – after all, their haircut is a walking billboard for your skills. “Teaching a client to style their hair properly every day increases the quality of free advertising. The more people ask where they get their hair cut, the more word-of-mouth spreads,” says Chris. “It’s about empowering them to style their hair in a way that meets their unique needs,” explains Victoria Panting, Educator at Paul Mitchell. For Dean Gleeson, Wahl Educator, it’s a crucial part of customer service: “There’s no point us spending time on a cut, only for the client to get home and not be able to style it the same way,” he says.

TONI MCCARTHY

“Teaching them what products and tools to use will not only elevate your service but will build a genuine connection and loyalty with all your customers.”

Which is why, when cutting a client’s hair, it’s essential to explain what you’re doing throughout the appointment. “Describe how you’re cutting their hair and how it will look when styled, especially if they’ve brought in a photo for reference,” says Charles Rose, STMNT Ambassador. “Clients often focus on the final style rather than the cut itself, so explaining each step helps them understand how they can achieve the look at home.”

On top of that, styling education is a game changer for client relationships. “When barbers take the time to show clients how to style their hair, it also gives barbers the chance to introduce products that suit their client’s needs, boosting both their reputation and retail sales,” says Rob McDermott, Director at Dear Barber. Likewise, Mike shares: “I often speak to new clients who have been using the same product for years because it’s routine. When they come into the shop, I use a completely different product and explain why I chose that product, and more often than not, they will buy it. Many even pop into the shop between appointments to pick up a product, a brush or a comb – it’s a win-win.”

Not only does knowing what products to use and how to use them help them achieve the maximum potential of the cut, “the wrong products or a product used incorrectly can affect how the hairstyle looks daily and will therefore have a negative impact on the client’s appreciation,” says Simon May, Director at Dapper Dan. Additionally, when clients understand how to use products and techniques, they feel more confident. “Some benefits of this include better maintenance of the haircut, improved hair health, and a more polished appearance overall,” adds Jason Johnson, owner of Angry Barber, Elgin and OSMO Ambassador.

Tailoring your services to each individual client with the right amount of care, products and expert advice leads to clients feeling confident in their cut, themselves, and their barber. As Sid says: “That’s what turns heads and keeps them coming back.”

IN STYLE

These are the styling products to know right now…

1. Captain Fawcett Expedition Reserve Matt Styling and Volumising Powder
“Making it easy to help maintain styles between cuts.” Sid Sottung

2. OSMO Fibre Sculpt
“It offers a nice hold and adds shine to elevate the overall look.” Jason Johnson

3. Dear Barber Hair Dust
“It works with any hair type, and provides that matte finish clients are asking for.” Rob McDermott

4. Denman D25 Fan Tail Comb
“It works really well with the loose, textured styles my clients are having at the moment.” Mike Taylor

5. STMNT Grooming Spray
“It smooths frizz, adds shape and structure without crunchiness, and works well with any style.” Ry Lewis

6. Uppercut Deluxe Control Cream
“Control Cream is ideal for frizz control, curl control and everything in between!” Chris Brownless

7. Wahl Professional Vapor Clipper
The Wahl Professional Vapor Clipper dominates the fade by cutting from bald to fade with one blade.

8. Dapper Dan Matt Paste and Primer
Offering something unique to the Dapper Dan range whilst maintaining quality and performance.

9. Murdock London Sea Salt Volume Mousse
“Similar to sea salt spray but with more hold and grip.” Stefan Clarke

10. Paul Mitchell Tea Tree Special Forming Cream
Delivers fuller looking hair with a natural, no-product feel. Ideal for styling medium to coarse short hair.