With clients who come back several times a week for their blow-drying fix, the Society Salon is less a society than a complete hair community, writes Shannon Gaitz.
Since coming to Australia three years ago from England, Dre Branciamore has established quite a name for himself. He has been selected as a Sydney crew member of American Crew, he is making waves with a host of online services revolutionising the hair care industry and he has plans to translate his British practice with editorial and photographic work into Australian experience. Still, his pride and joy is the Society Salon, located in Sydney’s notorious Eastern Suburbs. With a Frequent Dryers service that allows clients to purchase ten blow-dries for a set price, patrons come back not just weekly, but sometimes daily, for a fix. With such frequent visits, Branciamore is making huge strides in how we communicate with our clients and discuss hair.
The Society Salon is fashion-forward in the middle of Sydney Suburbia
“When you offer a blowdry service and allow people to come regularly it creates a proper relationship with your clients. You see the progress of the hair and it allows you to discuss ideas with them about their hair,” said Branciamore. “When you see clients on a regular basis like that they begin to trust you, they see your work ethic and then you can kind of discuss long term plans with them and bounce more ideas around.” Branciamore utilises this close relationship as a platform to achieving healthier hair for his clients. He estimates 90% of his blow-dry clients have regular treatments and notice instant results, a side effect of the blow-drying trend which originally made them so popular. “It’s a great way to build business and get people through the door and from there discuss with them the future of their hair.”
The style of the salon aims to create a fashion-focussed aesthetic in the midst of Rose Bay suburbia. “Aesthetically it’s quite eclectic, nothing quite looks the same,” Branciamore said, revealing most of the pieces were lucky finds from flea markets, while the salon is largely constructed in organic wood. Street art, international magazine covers and Branciamore’s personal DJ skills keep the salon modern.
The salon doesn’t stop there, using the internet to stay continually progressive. A new online service launching soon will act as a Hair Doctor. Anyone can asks questions about hair and scalp health that goes straight to the salon’s Creative Director who will answer back and recommend products. Education is a passion of the salon, and the aim is to educate the public on healthy hair and the importance of looking after the hair and scalp. As colour becomes an even bigger part of their services, they utilise iPads along the salon colour bar to file favourite styles and create look books for colour conversations with clients.
The salon treats it’s frequent visitors to an eclectic design
The next step is creating the Society Salon Art Team and pushing into the world of editorial hair. Having appointed an in house photographer, and with Branciamore’s own photographic experience for the British Hair Awards, the salon is well on its way.
As a L’Oreal Professionnel salon and a stockist of Shu Uemera as well, the salon houses many products and treatments it’s proud to put its name to. Having grown tremendously in just two years of business, the salon is now focused on editorial, colour and utilising an impressive relationship with a happy client-base to revolutionise how we talk to our clients about their hair.
For more information visit www.thesocietysalon.com.au
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