1. To Become Renowned For What You Do
Being one of the industry voices for age-inclusive hair got the attention of brands, which led to four award nominations in 2024 and, most importantly, created huge client demand. People automatically think that it’s only the more-mature women who embrace their grey, but what I’ve found is that it’s women in their 30s and 40s who are struggling to be heard with their grey concerns. Really targeting this demographic through social media posts has increased demand hugely – to the point where I am never quiet!
2. To Show Up As Your Authentic Self
Showing up on social media and finding meaning in your posts will bring authenticity to what you do. Clients and brands can clearly see this, and the posts where I really get to the heart of my grey-haired clientele always perform the best. I still love showcasing all different palettes of colour, but it’s when I get into problem-solving for hairdressers or client consultations that my posts really take off. When a post can transcend from hairdressers to consumers, the view count can be staggeringly high. I find that when a post of mine goes viral, the client enquiries always follow; all these roads lead back to bums on seats. I do still love other aspects of colour, however, and I make sure I carve time out for areas like colour corrections and copper transformations too. These might not do as well as my grey posts, but I still love them and it’s important to me that I still have variety in my day.
3. To Know Your Customer
When you know exactly who your client is, everything becomes easier and free-flowing. Suddenly, you have social media posts with reason, a place to target your education plans and products that fit your brand. This might not be clear when you first decide that you’re going to niche out, but it all starts making sense as the clients find you. The potential to boost income is there for the taking, and it’s so much easier to market ourselves when we know our own identity. When you become ‘niche’, you become sought after, in turn bringing a premium price tag and high client retention rates. Ultimately, this has taught me that grey blending is not just a creative pursuit, but a very smart business decision.
