How to Treat…
Hair loss; most stylists will see clients experiencing various levels of loss occurring for a multitude of reasons, typically leading to increased stress and loss of confidence. We hear from Mark Blake (WIT WTS IAT), a globally recognised trichologist and Nioxin ambassador, to understand how stylists should navigate this.
Female hair loss is associated with low self-esteem, depression, neuroticism, feeling unattractive and being introverted. Mark encouraged professionals to talk about hair, not holidays, Strictly or Love Island, sharing, “Clients are not used to a stylist showing genuine concern for the thinness of their hair, but they should be. Warning signs to look out for include wider partings, recession areas appearing at the front, sides of the hair that never seem to grow any longer, short wispy hairs on the top, and hair that never reaches its full potential length.”
As an often sensitive and emotional topic, talking about hair loss with clients is best done in private, as it can often be a challenge for women if they think they are losing their hair. Mark noted, “Quite often clients already know that they have lost some density to their hair, but most are often in denial and think it’s just a phase that will get better by itself.” Most importantly, having empathy for clients is crucial, alongside keeping knowledge up to date by undergoing training courses to learn about scalp care and hair loss. Mark emphasised the importance of product efficacy, as he shared, “If you want success, it’s really important to stock the right products, like Nioxin, the world’s best-selling products for thicker, fuller hair.”
When recommending a product to clients, try to explain that, if the client’s hair looks the same in six months’ time, that doesn’t mean the product isn’t working. Far from it, as hair left untreated gets worse, meaning, if the hair is the same in 6 months’ time, this could be a success. Mark encouraged, “Stylists should say, ‘Let’s keep a watch on your hair’ by taking photos and marking the dates, just like a dentist keeps a watch on a dodgy tooth. This builds loyalty from the client as they know the hairdresser is genuinely concerned and wants to help them keep the hair they deserve.”
50% of people walking past salon doors have some form of thinning hair or hair loss, and it is currently the biggest untapped market in hairdressing. Mark encouraged offering free scalp checks to build client loyalty, saying, “We advertise free scalp checks (they take 5 minutes), and have lots of clients walk through our doors from other salons that turn into new clients, as they believe we are the experts in hair and scalp care. While having a complimentary consultation, clients typically ask about other services and continue to book, as we are their newfound hair experts. Encourage your reception to offer every client a free scalp check, and you will be amazed how many people take you up on it.”
