Now that business is beginning to get back to some semblance of normalcy, revving up retail sales is an important way to help boost revenue to pre-pandemic levels. Sam Villa, co-founder and chief creative officer of Sam Villa and global artistic ambassador for Redken, along with Blake Reed Evans, Sam Villa ambassador and salon owner, discuss the benefits and versatility of dry shampoo for every client.
“There’s a no-shampoo movement happening right now, but dry shampoo is not just for second day hair—it’s extremely versatile," Villa says. "Take the time to educate your guests on all the benefits and it will fly off your shelf. It’s about telling versus selling."
“I do a lot of Instagram pictures with guests and use scrunchies as forms," Evans adds. "When they purchase a retail product, I just wrap the scrunchie around the bottle as a gift with purchase. They cost next to nothing and saves me time from having to sanitize them!”
Here they share the ins and outs of dry shampoo, bits of wisdom that can help get clients in buying mode.
- Highlight the benefits of invisible dry shampoos that won’t show up on dark hair, extensions and ombres. Redken Invisible Dry Shampoo is fragrance-free and will not leave residue, even on dark hair.
Say: "You know, we have dry shampoos that will work great on your darker hair and won't leave any residue."
- When creating updos and ponytails, spraying dry shampoo at the root adds lift and grip so styles last longer. It can be a great substitute for backcombing, especially on fragile hair that tends to break from teasing.
Say: "Instead of using lots of hairspray or teasing your hair for volume, dry shampoo does wonders!"
- Explain how washing hair frequently compromises color, and that more delicate colors such as rose gold will last longer if washed less. Redken Deep Clean Dry Shampoo can refresh even three- and four-day hair, plus it’s an Allure 2020 “Best of Beauty” Award Winner!
Say: "Your color is gorgeous, let's keep it that way! Overwashing can make it fade faster, so using dry shampoo instead of washing your hair in the shower can help make it last longer."
- Spraying a dry shampoo through the midlengths and ends is a great way to add volume and texture.
Say: "Dry shampoo is a great way to add volume or give some oomph to your ponytails, braids and knots without sticky residue the stickiness that some texturizing sprays have."
- Apply to hands and work through shags to create piecey texture or to breathe new life into bangs and reduce static electricity.
Say: "If you want to get rid of annoying static hair, dry shampoo is the perfect thing to carry around in your bag for a little touch up."
Plus, here is a simple dry shampoo how-to that you can share with them (once they agree to purchase the product, of course):
- Section hair vertically and spray dry shampoo evenly on only the roots, holding the can about 6-inch away to ensure even saturation.
- Let product sit for a couple minutes to absorb oil and massage in for maximum results prior to brushing with a Sam Villa Signature Series Styling Brush.