Transperancy and communication is often the key to a successful salon appointment. To help with client communication Rush and the experts at L'Oréal Professional have worked together to create a campaign to help bridge the gap between terminology and technique. To launch the campaign they created a new collection, shown below. Keep reading to hear more about the program and hear from Chris Williams, Rush International Colour Director about the process!
One of the UK’s biggest salon brands is announcing a new creative colour identity, with the support and knowledge of its industry-leading stylists and colour experts. Named Colour Artists’, the campaign will celebrate the expertise of Rush Hair’s talented and experienced stylists in its 97 salons across the UK. Fuelled by research into what clients choose and understand about beauty services, the senior team at Rush discovered that across the market, there was a huge gap in what people know about the terminology, techniques and price structures used in colour service.
Rush International Colour Director, Chris Williams, believes that Rush’s new colour identity will give transparency to customers in terms of cost, final result expectation, and accessibility of what is possible. He said: “Our new approach to colour will encapsulate artistry, quality and craftsmanship for both clients and the Rush Team. Education is an integral part of what we are doing and each stylist will be trained by our specialists at Rush and also by experts at L’Oréal Professional.
“Our teams are incredibly creative, so we want to energise them to showcase their skills.”
As part of the campaign, Rush will introduce new names to the colour levels. To celebrate the launch, six looks have been unveiled to showcase colour skills at Rush, shot by Jack Eames, the renowned award-winning photographer and long-time creative collaborator with Rush. The looks include Balayage, Ombre, Highlights and Global Colour, alongside two trend led artist looks featuring two of the Pantone colours of the year – Coral and Platinum – and all of these looks are available for clients. Chris continued: “Within the campaign there’s something for everyone, the techniques are inclusive and talk to clients of all ages. The images show whoever you are, whatever your age or your personal style; you can be a client of Rush.”
Alongside the Rush senior team and L’Oréal, the salon brand employed the talents of London-based street artist Matt Small, who has collaborated with Rush numerous times over the years, to create artwork in selected salon locations. Matt was tasked with capturing the art behind the colour campaign to create the logo and brand identity for the project. He said: “This collaboration between artists is exactly what Rush represents – colour, vibrancy and accessibility for everyone. I love that Rush are always progressing and are all about the people as my art is all about the people too. It was great fun to work alongside the team to bring this project together – it brings colour, life and beauty together.” For stylists, Matt has also designed a Rush Colour Artists toolkit complete with an apron, trolleys, tint brushes – all with a strong visual identity to create the drama and theatre of being a Rush Colour Artist.
We think the conversation you are starting between client and stylist is incredibly important. Why type of tips or talking points will your team be utilizing to get the conversation started?
The client conversation and consultation is the most important aspect of the clients' journey here at RUSH, and for us, it’s all about ensuring the client is fully briefed and understands everything regarding their hair and appointment. During the consultation period, we will break down the terminology, ensuring the client understands the method of each technique; we then discuss in detail the steps required to achieving their hair goal and discuss pricing. Transparency is the way forward and we want to be as open and honest as possible with our clients.
Aside from the objective, what was the inspiration behind these images?
The inspiration from the images came from the global trends; balayage, ombre, highlights and global colour whilst also taking into consideration the two Pantone colours of the year – Coral and Platinum. We wanted to show the versatility of each technique and show that these are applicable to those of all ages.
What result do you hope this collection/campaign will have?
Within the campaign there’s something for everyone, the techniques are inclusive and talk to clients of all ages. The images show whoever you are, whatever your age or your personal style; you can be a client of Rush.
How will your teams be working with L’Oreal Professional?
We are very fortunate to have a very close relationship with the incredible team at L’Oreal Professional who have given us full backing on our campaign. The team at L’Oreal along with our colour Team will ensure each of our specialists at RUSH are trained to the highest standard.
Contributor // Chris Williams, International Colour Director
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