Beauty Store Business

MAY 2019

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Page 15 of 51

14 May 2019 | Oleg Gekman/ H air color is packing more depth in 2019, as both ombres and metallics continue to gain momentum and dimension, says William Whatley, creative artistic director for Robanda International. He adds that more pastels are on the horizon along with more color vibrancy, starting at the root and melting to various hues throughout each strand. This, he explains, will provide more individualized results. Of course, retailers and hair col- orists will need to communicate to customers and clients that more involved, technical and artistic work is required to achieve these highly customized looks. Whatley advises, "We must help customers understand that trend hair coloring is a specialty. Creating these looks is artistry. Salons must charge accordingly. For instance, I believe it should be charged à la carte. Retailers can help by educating customers on what is involved in creating any trend, especially hair color, so that customers are never disappointed." —Manyesha Batist Ombres, metallics and pastels lead this year's hair color trends.

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