BLOG: Radiant Hair Consultancy’s Penny Etheridge on using the Theatre of Hair to stand apart from your competitors


So how do we keep that one step ahead and continue to offer that wow factor that we hear so much about in all aspects of the service industry? How can we stand apart from our competitors?

I believe that there is a short shelf life to gimmicks and, whilst times have been tough, we must not forget that at the end of the day we are skilled tradespeople, not circus acts, discount sites or bottom of the gene pool service providers.

I am passionate about delivering consistently high standards of hairdressing skill and knowledge to the consumer with a complete identikit running alongside consisting of product knowledge, customer care and consultation expertise.

That all takes time and effort but the long term benefits completely outweigh any short, sharp discounts or tricks. History has always dictated that these gunshot tactics rarely work in building up a loyal fan base anyway, and now the economy is finally turning itself around it is even more important to start thinking ‘outside of the box’ for your business. In particular, this means marketing to your clients who, in the main, will not be so governed by price and really will want to start looking at Point of Difference with the businesses they choose to use.

One simple POD is to start creating your own style books to use as a consultation tool within the salon. These books will not only demonstrate your creative spirit as a company, but also allow your customers to see that you genuinely care and are prepared to take the time to produce your own style calling cards. The whole salon can be involved from junior to receptionist to style director and you can theme the books as you wish.

One range I have worked on for a salon mirrored their theatrical décor, so each book has a theme: “Fringe Theatre” for, of course, fringes,  “Box Club” for bob shapes and a “Matinee to Movie Star” book to show day looks converted to easy-to-do evening styles. Clients love the quirky individual look to each of these and it’s a powerful way of proving you are not an off-the-shelf but a truly individual business.

I would recommend that you change around about three to four times a year. Perhaps an Oscar theme for one, or festival-inspired for another. Involving the whole salon and also getting your clients included in what they would like to see is one way of bonding your clients to your team and – you’ve got it – your business. Start creating that fan base from simple creative ideas!

– Penny

The Radiant Hair Consultancy offers affordable, innovative business and training solutions to hairdressing salons. We provide a complete service targeting the specific issues commonly experienced by salons and salon owners. To find out more contact