How much should I charge for a toner?

By Anneliese Hesse.

<3 minute read.

Pricing in general can be tricky to figure out - there's often a bit of trial and error involved - but when it comes to charging for toners, it gets even more difficult.

Why?

Because a 'toner' is not a standardised service.

Toning, and figuring out what to charge for it, is pretty complex.

Let’s discuss why…

Toning can be done in many different ways:

- A quick 'on and off'
- One shade applied all over
- Two shades blended together
- Bespoke placement and blending
- Vivid colouring, sometimes classed as toning
- Pre toning, often prior to a vivid or very cool shade

Each of these services require different amounts of:

Time
Product
Expertise

But that's not all...

The perception of toners
 

Toners aren't what they used to be.

In days gone by, toners may have been associated with 'correcting a mistake' or thought of as a way for stylists to simply 'bump up the bill'.

It is still not uncommon for clients to think toners are an 'optional extra', similar to a conditioning treatment for example (although that's another debate!) and to not understand the need, or the point.

So what to charge?

Two things that must be considered:

Colour used and Time taken

Colour used. Yes, COLOUR used because that's what a toner is, a colour. And that colour, just like any other, has a cost.

If you are using the same product to tone with that you use for your all over glossings, and using around the same amount of colour (let's say 1 tube on average plus oxidant) then why charge differently for each service?

Your outgoing cost is the same, except of course for time taken.

Are stylists applying the toners themselves?

If not, then your costs are lower for applying a tube of 'toner' than for applying the same tube of 'gloss'.

But if your stylists are applying the toners themselves, and specifically if they are taking time to apply multiple shades, artfully blending them together, then really, how does this differ to a glossing service?

Some may even argue it requires more skill.

Changing the narrative

You may be reading this and thinking you want to raise your toner prices. Equally you may not, and that's fine, too :)

But if you are, and are wondering how to go about it, we recommend using social media to educate your clients on what toning is, does, and why they (probably) need it.

This helps to avoid difficult conversations in salon, as many of your clients will already be aware having read your clear and concise explanation online.


Want a free example of just how to do this?

Click here, then share away - and don't forget to tag us!

@humankindhair
@anneliese_hesse