Great Lengths Teams Up With Salon Strategist, Hayley Mears

Salons face a unique challenge: standing out in a crowded market while staying true to their creative spirit. Many salons struggle to connect deeply with clients beyond the chair, missing opportunities to build lasting relationships and grow their business. This is where a fresh approach to marketing and branding makes all the difference.

By combining authentic storytelling with practical marketing tactics, salons can transform from service providers into creative studios that clients trust and love. Fringe Brands has teamed up with leading salon strategist Hayley Mears to give hairdressers fast, practical marketing support tailored to the salon world.

Her bite-sized 30-minute modules deliver clarity, structure and real-world tactics—so stylists can strengthen their brand without feeling overwhelmed. This partnership provides salons with expert guidance that’s easy to action, helping them grow visibility, confidence and revenue in today’s digital landscape.

BOOK HERE

The six-part Zoom series will be held on Mondays AEST with salon owners and stylists from across Australia and New Zealand. Buy the set of six or purchase each course a la carte.   BOOK HERE

Bringing Salon Experience to Marketing Strategy

Marketing for salons requires more than generic advice. It demands an understanding of the industry’s nuances, the daily realities of stylists, and the creative energy that drives the business. Hayley Mears, a Sydney-based marketing strategist, embodies this approach. With roots as a stylist and educator, she knows firsthand what salons need to thrive. Her agency, Six Underground Media, focuses on helping salons build strong brand identities that reflect their unique style and values.

This insider perspective allows Hayley to craft strategies that feel natural and relevant to salon owners and their teams. Instead of pushing flashy trends, she prioritizes clarity and authenticity, helping salons communicate their story in a way that resonates with clients.

Building a Strong Brand Identity

A strong brand identity goes beyond a logo or color scheme. It captures the salon’s personality, values, and the experience clients can expect. For salons, this means creating a visual and verbal language that feels creative and welcoming.

Here are key elements salons should focus on:

• Consistent Visual Style

Use colors, fonts, and imagery that reflect the salon’s vibe. Whether it’s modern and minimalist or bold and eclectic, consistency helps clients recognise and remember the brand.

• Clear Messaging

Define what makes the salon unique. This could be a commitment to sustainable products, expert color techniques, or a friendly atmosphere. Communicate this clearly on websites, social media, and in the salon itself.

• Client Experience

Every touchpoint matters. From booking appointments to the salon environment, ensure the brand promise is felt throughout the client journey.

By focusing on these areas, salons create a brand that feels like a creative studio, inviting clients to be part of something special rather than just receiving a service.

Connecting Meaningfully with Clients

Marketing is not just about attracting new clients; it’s about building relationships that last. Salons can achieve this by engaging clients in authentic ways that reflect their brand values.

Some practical tactics include:

• Storytelling Through Content

Share behind-the-scenes looks at the creative process, stylist profiles, or client transformations. This builds trust and shows the human side of the salon.

• Educational Content

Offer tips on hair care, styling, or trends. This positions the salon as an expert and keeps clients coming back for advice.

• Personalised Communication

Use email or messaging to send appointment reminders, special offers, or birthday greetings. Personal touches make clients feel valued.

These approaches help salons move beyond transactional relationships and create a community of loyal clients.

Growing Online with Purpose

Online presence is essential for salons, but it should serve a clear purpose. Hayley Mears emphasizes strategy over popularity, encouraging salons to focus on platforms and content that align with their brand and business goals.

Tips for purposeful online growth:

• Choose Platforms Wisely

Not every social channel suits every salon. Focus on where your ideal clients spend time and where your content shines.

• Showcase Creativity

Use photos and videos to highlight your work and the salon atmosphere. Visual storytelling makes the brand come alive online.

• Engage Authentically

Respond to comments and messages promptly. Show appreciation for client feedback and foster conversations.

By approaching online marketing with intention, salons can attract the right clients and build a strong digital reputation.

Learning from Industry Conversations

Hayley co-hosts the podcast Cutting Through The Noise, where she discusses topics like business pivots, leadership, and creative marketing in the hair industry. This platform offers valuable insights for salon owners looking to adapt and grow.

Listening to industry conversations helps salons:

• Stay informed about trends and challenges

• Gain inspiration from peers and experts

• Understand how to balance creativity with business needs

  
  

Podcasts like this create a space for salon professionals to learn and feel supported in their journey.

Practical Example: A Salon’s Brand Refresh

Consider a mid-sized salon that struggled with inconsistent messaging and low client retention. Working with a strategist like Hayley, they:

• Defined their brand values around creativity and personalized service

• Developed a new visual identity with a fresh logo and color palette

• Created a content calendar featuring stylist stories and hair care tips

• Launched a client loyalty program communicated through email and social media

  
  

Within six months, the salon saw a 20% increase in repeat bookings and stronger engagement online. This example shows how clear branding and authentic marketing can drive real business growth.