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Hello, and welcome to Redken Education on Demand.
I'm Chris Baran and I'm here to share with you
how your salon can boost retail profits and client retention,
gain new clients and raise your profile
by hosting a blow-dry boot camp event in your salon.
So what is a blow-dry boot camp, you ask?
It's a fun and empowering event where clients learn
how to effectively blow-dry their own hair like you do.
Well, almost like you do.
Clients love their hair when they leave the salon,
but they don't necessarily have the skills
to achieve the same results at home.
During a blow-dry boot camp,
you'll teach your clients how they can recreate
a salon quality blow-dry with six simple steps.
An event like this gives you the chance
to strengthen your relationship with existing clients,
which is a direct impact on client retention.
And as you know, greater client retention means
more money in your pocket.
You'll also be able to build relationships with new clients.
Attendees are encouraged to bring friends,
an effective way to bring new business directly to your door.
And of course, your event offers tremendous
profit making potential in the form of retail sales.
To achieve a great blow-dry,
clients need the proper products and tools.
Your personal recommendation will spark sales
and send profits soaring.
Ready to learn how your salon can host a blow-dry boot camp?
Let's get started.
-Let's get started... -Let's get started.
-Started... -Started...
Let's get started.
A few easy steps will get you started on planning
a fun and profitable event.
First, set a date and time.
Generally, 6 to 9 p.m. works great,
as it allows clients and their friends
plenty of time to make it to the salon after work.
Ask each stylist to invite 1 to 2 existing clients
and encourage them to bring a friend.
All you have to do is pass out the invitations included
in your blow-dry boot camp event kit. 0:02:27.25 Let clients know there is a fee for this special event.
We recommend charging slightly more
than the normal cost of a blow-dry.
For example, if you charge $25 for a blow-dry,
charge $30 per person for the blow-dry boot camp event.
Explain to the clients that the blow-dry lesson,
free product samples, refreshments, special discounts
and offers are all included in their entrance fee,
making it a great value, not to mention a fun evening.
Don't forget to let the clients know the event is BYOB,
bring your own brush and blow-dryer.
Explain that in order to help her learn
how to achieve a great blow-dry at home,
you need to see what tools they're using.
To help you prepare, you'll want to create
a budget and an event timeline.
Most of what you'll need is included free
in your blow-dry boot camp event kit,
but you'll need to decide
how much you'd like to spend on any extras,
such as a makeup artist to offer complimentary touchups,
as well as food and beverages.
One great cost saving idea is to partner with a local restaurant
and offer them a chance to cross-promote their business
in exchange for donating the refreshments.
All you have to do is create a sign saying,
Refreshments courtesy of XYZ restaurant.
As far as staff, we recommend asking stylists
to volunteer their time for the event.
Sharing their expertise leads to new clients
and creates more income for them down the road.
For example, if the stylist gains
three new clients from the event
and they come in every other month
for a service that costs $65 or more,
that stylist will add more than $1,000 to their annual income.
Now, for a successful blow-dry boot camp,
it's also essential to promote your event.
You want to drum up as much publicity as you can.
With Redken.com, it's easy.
First, log onto Redken.com and download
a media alert template,
customize it and send it to local TV stations,
newspapers and bloggers.
Let them know your salon is hosting
a blow-dry boot camp event.
Invite editors and reporters in
for a complimentary blow-dry lesson
to encourage them to cover the event.
In the salon, place the easel cards from your event kit
at the reception desk and retail area.
Clients will notice them and ask
how they can be a part of this fun evening.
You can also send out an email blast to your client list
and publicize the event on your salon's website
or Facebook page.
For additional printed materials such as posters,
log onto Redken.com/mybusinesstoolbox
to place your order.
Now you know the basics for getting started.
If you need to review any information,
check the blow-dry boot camp brochure in your event kit.
It includes tools like a sample timeline,
a budget breakdown,
and more information about using Redken.com
to create press releases and other materials.
Now I'm going to hand things over
to our amazing blow-dry expert, Redken artist, Lauren Hagen.
She'll walk you through a blow-dry lesson step by step,
so you'll be prepared to teach your clients
to achieve the best blow-dry possible.
Hi, I'm Lauren Hagen.
I'm going to take you through the six simple steps
to a great blow-dry.
Before we get started on the hair, let's set the scene.
On the night of your blow-dry boot camp event,
your clients and their friends
will start arriving around 6:00 o'clock.
You'll greet them, offer them refreshments
and they'll mingle with other clients.
Right from the start, you want to establish
a fun, upbeat atmosphere.
After a little mingling, it's time to get started.
The salon owner or manager welcomes everyone to the event,
thanks them for attending
and lets them know the logistics for the evening.
You can decide this based on what's best for your salon.
For example, will the client and her friend have
their blow-dry lesson at the same time?
Or if your salon is a little tight on space,
does it make more sense to have
one enjoy refreshments and mingle,
while the other has her lesson?
Okay, now we're ready to get down to the details.
First, we'll sit down at the stylist station.
My client will see that my station is neat,
clean and prepared.
I have my blow-dryer, clips, water bottle,
brushes and combs and any other tools,
like a flat iron, organized neatly.
We'll start by taking a look at the customized client profiler
that Rachel filled out while she was waiting.
This will help give me the information I need
to create a custom hair plan.
Remember, if she's a returning client,
your front desk staff can simply pull the form
she filled out previously.
We'll also ask her about what look best suits her lifestyle.
Some questions to ask include,
do you work in a corporate setting?
Do you work in a creative field?
What's your dress code at work?
What do you like to do on the weekends?
What do you like to wear when you go
to a special event, dinner or a party?
How would you best describe your personal style?
Don't forget to ask your client about her expectations too.
How does she picture her ideal blow-dry?
Use images, so you're both on the same page.
How much time does she have to spend on her hair?
What is she willing to commit to, as far as maintenance?
Next, we'll analyze Rachel's hair,
noting the texture, density, porosity and strength.
We discover that her hair has a medium density
with a wavy texture and it's healthy, but dry on the ends.
Based on this information,
I'll recommend a custom hair plan for Rachel,
including treatments, services and products that will help her
achieve the beautiful blow-dry she's looking for. 0:08:53.05 Since she wants a smooth blow-dry,
I'll recommend starting with All Soft shampoo and conditioner
and Align 12 Protective Straightening lotion.
Customize your recommendation
based on your client's specific needs.
Okay, the next step is to get a sense of Rachel's skills
as far as blow-drying, sectioning
and product application.
These are all areas where you'll have the opportunity
to educate your client.
I'll ask her to demonstrate how she blow-dries at home,
using one or two front sections of her hair.
Observe your client carefully while she blow dries.
Have a pen and paper handy to take notes if you need to.
Watch to see if she sections her hair properly.
Note how large or small the sections are.
See if she has control of the blow-dryer
and is directing the airflow downward,
to help smooth the cuticle.
See if she's using the correct brush for the result she wants.
Does her blow-dryer have enough power for the job?
Point out that a 1400 watt blow-dryer won't
give her the best result
and that an 1800 watt model is what she needs.
Okay, now we're ready to teach Rachel how to recreate
a salon quality blow-dry at home.
Let's start with step one.
We'll start by helping her set up her tools neatly.
Show her how to set her blow-dryer on a towel
to prevent it from slipping off the counter.
If she's using a flat iron, let her know it's a good idea
to place it on a hot pad to protect surfaces.
Help her organize her brushes and clips
so they're within easy reach.
Little details like this will make
the blow-dry process easier for her.
Next, it's time to prep hair with the right blow-dry products
for the result your client wants to achieve.
We're going to use Align 12 Protective Straightening Lotion
to help protect her hair while blow-drying smooth.
Customize your recommendation for each client based
on what you learned during the analysis.
Show your client the proper way to apply and distribute
the product to her hair.
Let her know it's best to apply product to hair
that's been towel dried,
as opposed to hair that's dripping wet.
Show her how running a wide toothed comb through the hair
will help make sure the product is distributed evenly.
Now's the time to recap the advice on tools
we gave Rachel during the consultation.
We'll remind her that a salon quality blow-dryer
with a nozzle will give her the best smooth results.
We'll also take some time to talk
about the right brushes to use.
Sometimes clients use the incorrect brush
for the result they want.
Show her the right one.
For example, if we notice she was trying
to straighten her wavy hair with a small round brush,
we would explain that particular brush
won't create enough tension.
Tell her she needs a large, round brush
to get the smooth results she wants.
Customize your brush recommendation for each client.
Let them know what type and what size is best for them.
Okay, now it's time to get into the actual blow-dry.
We'll start by letting her know she should blast dry her hair
before she starts using the brush and blow-dryer.
This means just blasting the hair with the blow-dryer
until it's somewhere between 30 to 80 percent dry,
depending on the hair type.
Explain that the curlier her hair is to start with,
the more moisture she should leave in her hair
before she starts using the brush and blow-dryer.
Since Rachel has medium density and is naturally wavy,
I'll blast it only about 50 percent dry.
Next we'll show her how to section off her hair neatly.
This is a step that's often skipped by clients
and it's really essential for great results.
Show your client how to section her hair
into front and back sections,
just like I'm doing with Rachel.
Then have her practice doing a section herself.
Once her hair is neatly sectioned off,
we'll show her how to place
small, thin sections on the brush.
Another mistake clients often make is
taking sections that are too large.
This means they won't get
the smooth results they're looking for.
blow-dry a section to show your client
the proper way to do it.
Explain to her that keeping the nozzle pointed downward
will direct airflow and smooth the cuticle.
Show her how to start at the nape with her bottom layers
and work her way to the top layers.
Now, we'll pass the brush and blow-dryer to Rachel
and have her repeat the technique.
Make sure she's moving the brush and the blow-dryer together
and remind her to keep the nozzle pointed downward
to prevent fly-aways.
If your client is having trouble,
step in and offer advice and correct her technique.
Stay with your client as she finishes her blow-dry,
helping out and giving tips when needed.
When she's finished blow-drying, we'll show her which product
will give her blow-dry the perfect finish.
It's different depending on your client's hair type
and the results she wants.
Fine hair clients can lock in volume
with a mist of Workforce 09 Flexible Volumizing Spray.
Medium hair clients, like Rachel,
can use a drop of Glass 01 Smoothing Serum
to add polish and tame any little fly-aways.
And coarse hair clients can mist on
Iron Silk 07 Ultra Straightening Spray
and use a flat iron to touch up any sections
that may require additional straightening.
Now, some clients with wavy or curly hair prefer
to keep that type of look
and not go for a smooth blow-dry.
That's also a great option.
The difference for you is
that you'll have to recommend products
that enhance a client's curls or waves,
not straighten them.
Suggest the right product for your client's curls:
either Soft Spin 05 Curl Enhancing Gel for fine hair,
Ringlet 07 Curl Perfecting Lotion for medium hair,
or Curl Wise 14 Curl Defining Cream for coarse hair.
Then show your client how to attach
a diffuser to her blow-dryer
and shape curls with her fingers as she dries.
If your client is more advanced,
you can show her how to pin sections
into pin curls and dry those.
To finish curly or wavy looks,
you may want to show your client
how to add a little extra definition with a curling iron.
It's up to you whether she needs that step.
If they need to smooth frizz,
suggest Outshine 01 Anti-frizz Polishing Milk.
If they want to bring out waves,
you might want to recommend
Workforce 09 Flexible Volumizing Spray instead.
Next, take time to review what you client has learned
and ask her if she has any other questions
she'd like to ask you.
Don't forget to let her know
about all the great things in her gift bag.
The lesson is almost over.
Thank your client and her friends for attending
and tell them what a pleasure it was
to help them learn to create a salon quality blow-dry.
Let them know you're looking forward
to seeing them in the salon again
and remind them they can receive a free conditioning treatment
if they re-book their next appointment.
Walk your client and her friends to the front
and show them what products you used on their hair,
based on their custom hair plan.
Encourage them to stay and have fun, enjoy some refreshments
and have their makeup touched up.
After the event, send all the blow-dry boot camp attendees
thank you postcards.
Express how you hope they learned a lot
and had a great time.
A small personal touch like this goes a long way
to gaining new business
and helping you increase your income.
Log onto Redken.com/mybusinesstoolbox
to download and customize postcards for your salon.
Thanks so much for watching
the blow-dry boot camp how-to video,
and good luck on your event.
Remember, you can check the brochure in your kit
for additional resources and tips.
As always, thanks for being a part of it.
[Instrumental music]