By J. Christian, Owner of J. Christian Studio in Hockessin, DE

In times of great upheaval in society, the very foundations of life and business undergo changes that transform industries and companies.

Consumerism will not be the same following the great recession. We have entered an era of the frugal consumer, according to economist Peter Dawson. He views this as a shift towards a more permanent condition of consumerism that will change the way businesses operate. People of all income and demographic levels are reducing compulsive spending and carefully looking for value and products that provide greater meaning to their lives.

The salon industry has not been left untouched by the frugal customer, and, in my opinion, this change is long overdue. This new era will force salon professionals to address the single largest issue in this industry – COMPLACENCY.

Like a carton of milk, the usefulness of knowledge expires over time. New discoveries overthrow theories to create new ways of thinking. This is true in all industries, including cosmetology. In the salon world, the assumptions and facts of today are tomorrow’s old way of thinking. Just as the business world accelerates in knowledge creation, so does the technical aspects of hair styling.

The longstanding belief that all hairstylist get into the beauty industry because they failed other aspects of education is untrue. This industry has a profound impact on American culture. Nudging and moving style ever forward, differentiating generational perspective on acceptable standards for beauty and appearance. That may sound superficial, but we, in many ways, are superficial beings. We care very much about our look. In some demographics, your look will either allow you to blend in with the culture or social group or ostracize you.

Society makes the rules. Clients set the expectations. Clients now more than ever look for more than just a basic color, cut and style. While trendy looks seem simplified and less coifed, it takes a talented and educated stylist to execute some of the today’s most popular looks. Clients expect me to not only stay current and keep them current, but to also stay engaged and interested in their personal look.

This brings me back to complacency. Each new client entering my salon completes a brief survey. Only three questions, but exceedingly important. Ninety percent (90%) of new clients convey the reason for leaving their previous stylist relates in some way to complacency. Some examples: Same haircut every time, not enough time for proper consult, every woman before and after me had the same hairstyle, just didn’t listen to me.

For stylists, consistently fresh and renewed interaction with our clients is a must. Honing and enhancing your skill set is no longer optional. You will need to deliver in order to meet the expectations of your clients in this new economy.

Hair is very personal to our clients and can be the difference between a good day, a great day, and, yes, sometimes a bad day. Look at it this way, everyone man or woman has an alter ego, whether edgy or very conservative, and they all want to feel better about themselves. Even the most conservative person might not step out of their comfort zone, but they will open the door and poke their head out occasionally.  I’ve got to believe even Mother Theresa who 99.99% of the time was epitome of humble and unassuming, when removing her head piece in her own private space, let her hair down.

As stylists, if we do not educate clients about their hair, make creative suggestions, or offer product recommendations to help them better manage their look, they will eventually leave and find some other stylist who will.

Publisher’s Note on J. Christian Studio: One thing you can always count on when you leave J’s is versatility. I always leave it in his hands, and I always walk out with a style that’s fun, versatile, and sexy. Thanks J! The artists in his studio are always up on the latest styles and know how to have fun with color.

J. Christian is a Master Artist with more than 30 years experience in the beauty industry. Together with his wife Marcy, they own and operate J. Christian Studio, an upscale salon located in Hockessin, DE. As an International Platform Artist and Master Educator for Sexy Hair Concepts, J. Christian travels here and abroad teaching other Stylists about hair fashion. He regularly teaches at the Institute of Courage, a hair academy established by Michael O’Rourke, founder of Sexy Hair Concepts located in the Topanga Canyon just outside Los Angeles as well as at the Paul Mitchell School in Delaware.