Our clients spend so much time staring in the mirror, it’s worth making more of the opportunity to catch there attention! A new study by Green Salon Collective gives us a new idea… mirror talkers.
what are mirror talkers?
‘Mirror Talkers’ is the brainchild of Green Salon Collective and Denise Baden, Professor of Sustainable Business University of Southampton and looks at the effectiveness of displaying small messages on salon mirrors (hence, mirror talkers), to engage clients in conversations around sustainable haircare. At a press event recently Steph Vanhalder, head of research at GSC, explained that prompts such as a short phrase with a QR code can initiate conversations with the hairdresser which help promote ideas around more mindful use of energy for example, or waste management.
Steph Vanhalder
Research into conversation
30 salons were involved in the year-long study, with each provided a selection of thought-provoking ‘Eco Tips’ aimed at getting clients talking. These ranged from ‘Running hot water is the most expensive and energy-intensive activity we do in our homes’ to ‘Do you always need to use conditioner?’
Each Eco Tip had a linked QR code, leading to the training required to navigate those conversations, as well as a separates survey for both client and hairdresser to gauge their feedback on the process. The survey also invited clients and hairdressers to participate in one-to-one interviews to provide further feedback.
The aim of the study was threefold:
- To reduce individual energy and water footprints through 12 research-based ‘Eco Tips’, from environmentally-friendly haircare practices and products, to the corresponding water and energy savings, plus wellbeing benefits.
- To increase awareness of the water and energy footprints related to daily and weekly haircare routines
- To empower hairdressers to confidently navigate conversations around sustainable haircare practices in order to improve the integrity of the industry
A press gathering in London to reveal survey findings
Survey findings
- 60% of hairdressers and salon owners said they felt ‘confident’ and ‘fine’ about having the ‘Mirror Talkers’
- 65% of hairdressers and salon owners believed the conversations had had a positive effect on the client’s haircare routine – which was actually an underestimate since…
- 73% of clients said it was VERY LIKELY or LIKELY that they would change their haircare routines
- Nearly ALL clients seemed to enjoy the conversations and/or learn something from them
Interview findings
- Interview feedback mirrored survey feedback and was largely positive
- The conversations were described as ‘easy’, ‘enjoyable’, ‘comfortable’ and ‘productive’
- Mirror Talkers were found to be more effective when
- The topic is relevant (e.g energy cost/waste)
- They are linked to personal gain (e.g a product’s positive impact on hair/skin, or a product saving time/money)
- Mirror Talkers must be supported by good, up-to-date supporting material
- Training material should be digestible and ‘bite-sized’
- Mirror Talkers training can make hairdressers more confident
- Mirror Talkers can help boost product sales (e.g. shampoo bars, leave-in conditioner, dry shampoo)
- Mirror talkers can support more sustainable use of water and energy in salons
‘Green Salon Collective are excited to have spearheaded such a ground-breaking and positive piece of research’ says Steph Vanhalder, Head of Research & Development at Green Salon Collective. ‘We have long known that hairdressers have the potential to influence and inform clients on their sustainable practices and we hope that these new findings will encourage more salons and salon owners to introduce ‘Mirror Talkers’ into their working environments.’
Following the study, new training videos are being planned to boost both the effectiveness and awareness of Mirror Talkers and QR content will be made freely available for training purposes.
To find out more about Green Salon Collective, go HERE
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