HJ’s Business Boardroom, held at the L’Oréal Academy on June 3rd, 2026, spotlighted marketing’s critical role. Industry entrepreneur Sean Hanna emphasised marketing as the profit-driver, a vital tool given the current trend towards longer hairstyles which reduces salon visit frequency. He argues that effective marketing is now essential to attract clients, justifying price increases.
Hanna drew parallels with brands like Nike, which sell an emotional benefit rather than just a product. He advised salon owners to move beyond discount-led sales pitches like ‘20% off colour’ and instead tell client stories, such as ‘Sara had a great new colour before her wedding, see how we did it’.
Michael Van Clarke, a three-time Marketing Campaign of the Year winner, shared his approach. He stressed that while technical skills are foundational, the overall client experience—from the salon’s ambiance and team presentation to client interaction—is paramount. Van Clarke stated that salons offer more than just a haircut; they provide comfort, importance, and a sense of friendship, which clients will pay for.
The event offered practical advice: develop tiered pricing to increase average bills, strategically shed clients to attract better fits, and plan low-cost, high-impact campaigns with clear timelines. Retaining past clients via email lists can reignite their interest. The focus should always be on storytelling and creating client avatars to guide marketing efforts, rather than relying on discounts.
The commentary highlights a crucial shift: marketing is not merely advertising but encompasses branding, the client experience, and reputation. This holistic approach attracts both new clientele and desirable team members, fostering loyalty and enabling price adjustments. Without it, businesses risk becoming forgotten, leading to disillusioned staff and stagnant growth.
