Beauty Launchpad Magazine

APR 2016

Beauty Launchpad is everything beauty for salons & stylists! Stay on top of the latest hair style trends and products for hair, skin, makeup and nails. Get hair color ideas, business advice, education tips and beauty industry news.

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38 | BEAUTY LAUNCHPAD | APRIL 2016 Reap the benefi ts of the booming mature movement by embracing the burgeoning base of over-50 clients. —TRACY MORIN Live & Learn/ Business Affairs Gray Matters BRUCE KUSHNICK R emember when being over 50 seemed an apt excuse to throw in the beauty-routine towel? Happily, for women of all ages those days are long gone. And with an ever-growing population of mature clients (hello to all the early Gen X-ers!), it's imperative that stylists attract and retain this clientele. Rick Wellman, Schwarzkopf Professional (schwarzkopf-professionalusa.com) Color Ambassador and Hue Director at SAHAG workshop, points out that the 50-plus age group has emerged as the No. 1 consumer-age demographic in the United States—and the mature-woman lifestyle has changed dramatically over the years. "Being 50-plus in 2016 is not the same as it was in 1985; these women have strong personalities and are embracing white hair," Wellman relates. "They're expecting the trendiest cuts and targeting the most vibrant colors." Mature clients also have a hefty impact on the hair industry: Wellman estimates they contribute to 65 percent of the market's growth and represent 50 percent of a salon's business—visiting 50 percent more often (10 times per year), with strong loyalty. With 3 billion mature customers expected worldwide by 2050, and astronomical purchasing power (currently $13 trillion, a 63 percent increase since 2010), stylists must anticipate their unique needs. "Depending on a woman's natural hair and lifestyle, the aging process can vary for colored and uncolored hair, but as we age, our hair structure changes, losing elasticity and strength," Wellman explains. "As a result, aging hair can seem coarse and porous but will become thinner with time, losing its volume and resistance." Schwarzkopf color and care services to the rescue: Dubbed "the fi rst beautifying silverwhite color," Igora Royal Absolutes SilverWhite launched in March—ideal for adding radiance to white and silver hair, counteracting pesky yellow tones, brightening with intense light refl ection and leaving tresses glossy and nourished. Meanwhile, two in-salon treatments help mature hair shine, and the BC Excellium haircare line regenerates fi ne and coarse strands between services. "Many clients want to embrace their age and beautify their white or silver hair without coloring," Wellman concludes. "Stylists must offer mature hair the care it needs— and set a trend toward embracing those gray shades!" Schwarzkopf Professional Color Ambassador Rick Wellman SILVER LININGS Boasting four hues (Silver, Dove Grey, Slate Grey and Grey Lilac), Igora Royal Absolutes SilverWhite "quickly perfects a client's personal shade, transforming yellowish, matte hair into a silken, shining silver that lasts for up to 25 washes," Wellman enthuses. A transparent eff ect brings out natural silver sheen, then grows out virtually seamlessly at the hairline—all while building fi ne strands with a siliamine and collagen complex.

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