Daniel Rice, owner of Daniels in London shares five ways salon owners can position their businesses as a luxury brand…
Luxury fashion continues to be a trend as we head towards 2027 – and for salons it’s going to be just as important, as consumers demand more for their money, meaningful experiences and an emotional connection.
“Luxury is no longer just about beautiful interiors or premium pricing,” says Daniel Rice, owner of luxury colour salon, Daniels in London’s Chelsea. “Clients today are prepared to pay more, but they want real luxury backed by expertise, and a genuinely premium experience.
“The difference between a premium salon and a regular salon doesn’t have to mean extra costs, it’s the simple things that make you stand out – and means clients will spend more time and money with you.”
Daniel shares five ways salon owners can position their business as a luxury brand:
Become experts
The strongest luxury salons are rarely trying to be everything to everyone. Instead, they build a reputation around expertise in a particular area. Clients are increasingly seeking specialists, particularly when investing in premium services. They are happy to part with their money if they feel they are getting the best service possible from a true expert.
If your salon becomes known for exceptional colour work, for example, people are far more likely to travel and invest in your services. We specialise in colour and have clients that visit us every month from around the UK and around the world.
Elevate the consultation experience
One of the biggest differences between standard and luxury service is time and attention. A thorough consultation is all part of the luxury brand experience and is something clients expect. It makes them feel valued, listened to and that they are in the hands of an expert with their specific needs at heart. A consultation that covers lifestyle, maintenance, hair health and long-term goals helps create a more personalised experience and a client’s perception of luxury.
Convey luxury in every communication
Every team member should understand their role in offering a luxurious experience. Greeting clients properly, remembering personal details, and reading a client’s body language and mood are all essential skills in premium salons. Clients need to feel welcomed, comfortable and genuinely cared for from the moment they walk through the door. Consistency is key. In luxury environments, clients expect the standard of care to be consistent at every point in their salon journey, whoever they are interacting with.
Focus on quality over quantity
For a premium salon brand, getting as many clients through the door as possible should not be the overriding aim. An overcrowded appointment book can result in rushed services and stressed-out stylists, neither of which contribute to a feeling of luxury. Constant discounting to attract new clients can also quickly dilute a premium positioning. Leaving time between appointments allows stylists to deliver a calmer, more attentive experience. Clients should never feel processed or hurried. The extra time given can be offset by premium pricing that reflect the quality of the service you are providing.
Create a strong visual identity
Luxury salons need a clear and recognisable brand aesthetic. This aesthetic needs to extend beyond the salon itself, to any social media platforms used to promote the business. Fill your Instagram feed with hair looks that fit with the luxury tag – expensive-looking blondes and transformative brunettes, expert advice on healthy hair, on-brand messaging from the team. Even when clients aren’t in the salon, they know you are a premium salon with their best interests at heart.
For more information visit @daniels_salon_chelsea.