HOB Salons, the UK hairdressing dynasty led by four-time British Hairdresser of the Year and HOB Salons International Creative Director Akin Konizi, has added to their empire with the new HOB Homecare. The new website system changes the way clients can purchase retail at home, innovating salon retail globally and catching attention across the pond.

The concept is the product of 12 months of development from the HOB Salons team. Through the newly launched platform, clients book a free online video consultation with one of the salon’s hairdressing experts to discuss haircare concerns and find the right product regime that is personal to them and their hair type. The consultation includes colour and style advice as well as care, and prescribed products can be purchased at the click of a button. HOB Homecare will offer brands such as Olaplex, System Professional, Sebastian, Nioxin, ghd, Alterna and Wella.

“We are moving onto another level of client care. Clients come and see us every six to 12 weeks and then go home and use products from wherever,” Akin said. “We lose control of how they care for their hair, but now with HOB Homecare we can recommend what to use at home that they can’t buy from a supermarket. So, if they run out of a product they can have a video consultation and ensure they get the right products specifically for them.”

“What is good for one person doesn’t necessarily work for another person. Supermarket products are generic; what we’re offering is a personalised service between salon visits. We want to deliver expert advice so that clients can look after their hair properly at home and to ultimately to get the results they really want,” added General Manager Natasha Grossman.

The benefit of professional expertise is solidified by an exchange or full refund policy within 28 days of purchase if the client is not 100 per cent satisfied with their recommended purchase.

The system builds off of retail concepts made necessary during the pandemic, which may continue to be relevant through changed consumer expectations and status quos. It also addresses concerns around competing forms of retail that don’t make use of professional hairdressing expertise, and often suffer for it, putting the emphasis back onto salon retail and the distinction of professional hair, whether salons are open or closed. Working within these universal frameworks makes it a model to watch closely, even from Australia.

For more information visit www.hobhomecare.com