how do you retail FutureIQ™ biomimetic longevity serum?

We’ll be the first to say it: There’s a world of difference between retailing a shampoo or styling product at the salon versus a daily hair serum. Why? Because the latter doesn’t deliver immediate results they can see and feel, so there is a real element of trust required.

Powered by K18’s proprietary MultiVital™ technology, FutureIQ™ biomimetic longevity serum is a groundbreaking new formula that works synergistically across multiple pathways to reverse early graying, reduce shedding, and protect scalp longevity. The results aren’t instantaneous (if they were, it would not be working deep within the biology of our scalp), and this can make it a more complicated sell. However, the payoff has massive potential as a stylist because you are likely to be the very first person to notice changes in a client's hair (often before they have the words for them). FutureIQ™ is an opportunity to make clients feel seen and to open up a sensitive conversation with a real solution to their concerns. 

Beyond that, it’s a way to futureproof both your business and artistry by extending the health of your clients hair beyond what’s been possible before. This is where understanding the science and knowing how to position FutureIQ™ correctly to clients becomes critically important. 

How exactly are you supposed to do that without sounding pushy or like you’re highlighting a problem with their hair? Tom Smith, hair longevity expert and global ambassador for K18, is here to help. Keep reading for the full lowdown on how to talk to your clients about FutureIQ™, including tips on what to say (and what to avoid).

always start with a conversation, not the product

First and foremost, kick off the convo with curiosity. If you notice increased shedding, more visible grays, or a scalp that doesn't look as healthy as it once did, gently bring it up with your client by asking questions. 

As Smith explains: "Remember this can be an emotional conversation, so handle it delicately. We're going to share empathy with our clients. You're not delivering bad news. You're opening a door to new possibilities."

With that being said, approach the conversation with care and confidence. It’s not about pointing out flaws, it’s about showing them empathy around a topic that we often shy away from entirely. It’s about helping your clients understand what's changing and then introducing a proactive solution. They don’t have to go through this alone. 

position FutureIQ™ as a long-term investment, not a quick fix

One of the easiest ways to build trust and credibility is by breaking down exactly what they can expect to see over time. FutureIQ™ is designed to support long-term hair longevity, so setting realistic expectations helps clients stay committed.

Here's a simple timeline to share during the consultation:

month 1: renewal
Clients may notice less hair shedding. In a study, 100% of participants showed reduced hair fall after one month. This is often the first encouraging sign that positive changes are happening beneath the surface.

month 2: momentum
The benefits continue to build. Clients may start to see increased density, with up to 10,000 more hairs for more volume. The scalp barrier also improves, creating a healthier environment for future hair growth.

month 3: visible transformation
By month three, clients may notice fewer visible grays, more volume with up to 19,000 hairs retained, and a revitalized scalp. This is where consistent daily use really begins to pay off.

month 3 + beyond

The journey doesn't stop after three months. Continued daily use helps support long-term hair longevity, keeping clients invested in the future health of their hair.

how can you help clients stay consistent?

Like most products, FutureIQ™ only works when it’s used consistently, so your role doesn't end after your client buys it.  Take a before photo during their initial appointment and encourage clients to continue taking photos at home every few weeks. Since changes happen gradually, photos make it much easier to see progress over time.

You can also schedule quick check-ins at future appointments or via text to see how they're doing. Helping clients recognize small milestones keeps them motivated.

Smith recommends encouraging clients to look for signs like:

• Less hair in their brush
• A fuller-looking partline
• New baby hairs showing up
• Less shedding in the shower
• A scalp that feels healthier overall

These small wins build confidence and reinforce that the process is working.

use the gray consultation as an opportunity to educate

Talking about graying can feel personal, so education and empathy are key. Rather than focusing only on the grays, explain that premature hair aging affects shedding, density, scalp health, and hair quality too. Framing the conversation around hair longevity helps clients see the bigger picture.

Need help getting started? Watch the FutureIQ™ gray consultation video for tips on navigating these conversations with confidence. 

put the investment into perspective

For some clients, $120 a month may sound like a lot, until you break it down.

"I think sometimes it can be challenging to recommend products and protocols to clients, but now that we have this tool, I think sharing the importance of that investment in the future of your client's hair is crucial,” says Smith. “A one-month supply is $120, and if you break that down, it's actually less than a coffee per day."

It’s worth adding that many clients already invest in color, cuts, extensions, and other wellness services. FutureIQ™ supports the foundation that makes every one of those investments work (and look) even better.

"What we're talking about is future-proofing the hair,” Smith adds. “With that longer-term investment comes longer-term results."

When clients understand they're investing in the future health of their hair (not just another product), the conversation naturally shifts from price to value. 

At the end of the day, this conversation goes beyond just making a sale. It’s a chance to really connect with your client on a human level, to make them feel more comfortable in their own body.