The Resurgence of Relaxed Perms: A Comprehensive Guide for Salon & Spa Business Owners
In the ever-evolving world of hair and beauty, trends don’t just disappear—they evolve, refine, and often make triumphant returns. One such trend experiencing a significant and sophisticated revival is the relaxed perm. Gone are the days of the overly tight, frizzy curls of the 80s. Today’s relaxed perm is a service centered on creating soft, natural-looking, manageable waves and volume that clients crave. For spa, clinic, salon, and wellness business owners, this represents a substantial opportunity to diversify service offerings, increase average ticket prices, and attract a broader clientele seeking low-maintenance, beautiful texture. This comprehensive guide will delve into everything you need to know to successfully integrate and profit from modern relaxed perm services.
What Exactly is a Modern Relaxed Perm?
It’s crucial to first demystify the term. A “relaxed perm” might sound like an oxymoron to seasoned stylists—after all, perming adds curl while relaxing straightens. However, in contemporary terminology, a relaxed perm refers to a perm service designed to create loose, relaxed waves or soft curls, not tight ringlets. The goal is enhancement, not transformation. It’s about imparting body, movement, and texture to straight, flat, or fine hair, making it appear thicker and more voluminous with a effortlessly “undone” look.
This modern interpretation focuses on:
- Softer Results: Using larger rods and advanced wrapping techniques to avoid the classic “poodle perm” effect.
- Healthier Formulas: Modern perm solutions are far gentler, often incorporating conditioning agents to protect hair integrity.
- Customization: Tailoring the service to each client’s hair type, density, and desired outcome.
Why Relaxed Perms are a Lucrative Opportunity for Your Business
Integrating this service isn’t just about following a trend; it’s a smart business strategy with multiple revenue streams.
1. Meeting Client Demand for Low-Maintenance Beauty
Today’s clients are busier than ever. They seek beauty solutions that simplify their routine. A relaxed perm provides weeks, often months, of wash-and-go style, reducing the need for daily heat styling and extensive product use. You are selling them the gift of time and convenience.
2. Attracting a Diverse Client Base
This service isn’t limited to one hair type. It appeals to:
- Clients with fine, flat hair seeking volume.
- Clients with straight hair who want effortless waves.
- Clients growing out a previous perm or chemical service.
- Older clients experiencing thinning hair.
This diversity expands your market reach significantly.
3. Boosting Retail Sales
Permed hair has specific needs. This creates a perfect opportunity to recommend and sell aftercare products like sulfate-free shampoos, deep conditioners, and curl-defining creams or mousses. This not only increases the service’s value but also ensures client satisfaction and longevity of the style.
4. Commanding a Premium Price Point
A perm is a technical, time-intensive service that requires expert skill. It justifies a higher price than a standard cut and blow-dry, increasing your average service revenue. Furthermore, it often leads to loyal clients who return for regular maintenance and touch-ups.
Key Considerations Before Offering Relaxed Perm Services
Success hinges on preparation. Don’t just add it to your menu; build a foundation for excellence.
Invest in Advanced Training
This is non-negotiable. Modern perming techniques are nuanced. Ensure your stylists are certified and receive ongoing training from reputable brands (like Wella, Schwarzkopf, or Framesi) on the latest methods, rod wrapping patterns, and chemical timing. A botched perm is one of the fastest ways to lose a client and damage your reputation.
Conduct a Thorough Client Consultation
The consultation is the most critical step. You must manage expectations and ensure hair integrity.
- Hair History: Inquire about previous chemical services (color, bleach, straightening), heat damage, and overall hair health. Performing a perm on recently bleached hair is a recipe for disaster.
- Strand Test: Always perform a test on a small, discreet section of hair to see how it reacts to the solution.
- Realistic Expectations: Use visual aids (photos) to align on the desired outcome. Explain that the final result will soften over the first few days.
Choose Your Products Wisely
Not all perm solutions are created equal. Invest in professional-grade systems that offer different strengths (for resistant, normal, or delicate hair) and contain nourishing ingredients. Using cheap, outdated products will yield cheap, outdated results.
The Technical Process: Executing a Flawless Relaxed Perm
While techniques vary, a standard process involves these key stages:
1. The Pre-Perm Assessment & Hair Preparation
Shampoo the client’s hair with a clarifying shampoo to remove any product buildup, oils, or silicones that could create a barrier. Do not condition. Towel-dry hair thoroughly until it’s damp, not dripping wet. The hair’s porosity at this stage is crucial for even processing.
2. Sectioning and Wrapping
This is where the art comes in. The size and pattern of the rods determine the final look.
- Rod Size: For a relaxed wave, large or extra-large rods are used. The larger the rod, the looser the wave.
- Wrapping Technique: The direction and tension of the wrap must be consistent. Croquignole wrapping (wrapping from ends to scalp) is standard, but other techniques like spiral wrapping can create different effects.
- Sectioning: Neat, precise sections are vital for an even result and efficient processing.
3. Application of Waving Lotion
Apply the perm solution (waving lotion) evenly to each wrapped rod, ensuring saturation without excessive dripping. The processing time is determined by the hair’s texture, condition, and the desired result—constantly check the development.
4. Rinsing and Neutralizing
Once processing is complete, rinse the hair thoroughly with lukewarm water while the rods are still in place. Gently blot excess water before applying the neutralizer. The neutralizer is applied in the same manner as the waving lotion and is left on for the specified time to “fix” the new bonds in the hair.
5. Aftercare and Styling
After rinsing out the neutralizer, a post-perm conditioner is essential to restore pH balance and moisture. Style the hair as desired, typically by diffusing or air-drying to allow the natural wave pattern to set without disruption from aggressive brushing.
Marketing Your Relaxed Perm Services
How you present this service will determine its success.
Educate Through Content
Clients may have outdated fears about perms. Use your blog, social media, and in-salon materials to educate them on the modern reality. Create “Before & After” galleries showcasing beautiful, soft waves. Post videos of the styling process, highlighting how easy it is to maintain.
Bundle and Promote
Create attractive packages:
- “The Volume Revival”: Relaxed Perm + Restructuring Treatment + Take-Home Care Kit.
- “Effortless Waves Package”: Perm with a complementary styling lesson for the client.
Promote these during slower periods to boost bookings.
Target the Right Audience
Use social media advertising tools to target users in your area who have shown interest in hair care, beauty salons, and low-maintenance hairstyles. Feature client testimonials prominently.
Conclusion: Embracing the Wave of Opportunity
The modern relaxed perm is more than a retro trend; it’s a testament to the industry’s innovation and a direct response to contemporary client needs. For the astute salon or spa owner, it represents a powerful tool for business growth. By investing in proper training, prioritizing client consultation, using superior products, and executing a strategic marketing plan, you can position your business as a destination for this highly desirable, profitable, and satisfying service. Welcome the wave—it’s good for business.