Social distancing and a rapidly-escalating global health crisis is already changing many aspects of the salon industry but globally renowned hair brand ghd is supporting the industry with resources to make things a little easier.

“There is no doubt the world is going through some very tough times at the moment, but we have been inspired by the positivity, support and kindness of the salon community coming together, and we intend to play our part in helping the industry to navigate this challenge,” said Ludovic Dellazzeri, managing director ghd anz.

The brand has made a range of digital resources available to salon partners, from online education to upskill salon teams during any periods of downtime, to social media assets to help salons keep in touch with clients.

“In times of uncertainty, social media can be a little escape and help bring normality to people and a smile to their faces. And for salons it’s going to be vital to ensure you’re connecting with clients online and staying relevant,” said Ludovic. “ghd has always believed in partnering with salons to help them run better businesses – now, we’re working to make even more resources and education available to help support salons through this period ahead.”

As well as digital resources, the brand is also educating salons on how best to use social media during the weeks ahead. Here are their top tips.

Create content

With many Aussies working from home and needing distraction and positivity, content is in massive demand.

“We believe self-care is going to be more important than ever before, and hair tutorials and demos will help you keep connected with your clientele and make you a source of positivity in a challenging situation,” said Karen Cox, head of marketing, ghd anz. “IGTV livestreams are a great way to hold Q&As, and create a place to check in with clients.”

Keep it tone-appropriate

“We’re all living in an evolving situation, which means it’s important to be sensitive to the situation particularly in your local community. Ultimately, we are all in this together, and we want to uplift each other – use common sense, listen to your community and take on board any feedback,” said Karen.

Keep it simple

“In the world of Instagram and Tik Tok, content doesn’t need to be highly polished to still be fun and engaging,” said Karen. “Ensure you use a good quality camera or smartphone, and pick a room with good lighting and a plain background. You don’t need to be fancy with time-lapses or editing if you’re not comfortable with that – as long as you clearly show the technique and the finished look.”

Make sure it’s relevant

“Consider your clients’ skill level when you’re creating content,” said Karen. “Make sure you provide for a range of skill levels, from basic tips & tricks for self-care, to more challenging tutorials for those who are a bit more advanced. Providing for a range of different skill levels will ensure you keep relevant to your whole client base. Encourage them to practice the technique each day and share pictures of their progress, to build community engagement.”

Educate yourself

“Just like your clients are looking for content to engage with & learn from, use the time to upskill yourself – whether that’s new hairdressing techniques, or learning how to create social content,” said Karen. “ghd are making a range of virtual education sessions available with our educators – including a Q&A session where you can guide your learning and choose whatever topics you’re interested in.”

“The team at ghd anz are inspired every day by the creativity and passion of hairdressers and the salon industry, and will be here to help the industry continue to deliver good hair days to their clients as we come out the other side of this situation,” said Ludovic. “On behalf of the whole team, we are sending our best wishes for everyone to stay safe. While we may be physically apart right now – we are in this together.”

Learn more about ghd’s digital resources and education by contact your ghd area manager or ghd educator.

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