Creative HEAD Ireland July/August 2015

€7.50 JULY/AUGUST 2015

In print ● online ● everywhere!

IRELAND

JULY/AUGUST 2015 CREATIVEHEADMAG.COM

LIVING COLOUR NEW IDEAS FOR BOLDER BUSINESS

Reveal long-lasting hair beauty.

OUR FIRST LONG-LASTING RECHARGING HAIRCARE PROGRAMME STARTS IN-SALON: SALON EXCLUSIVE INTENSE RENEWAL TREATMENT. FOR YOUR CLIENT AT HOME: THE POSSIBILITY TO PROLONG AND RECHARGE THE EFFECTS FOR UP TO 6 WEEKS.*

• Boost your client loyalty and retail business with our new innovation which starts in-salon with a tailor-made diagnosis.

• Shiny, more beautiful hair, as if renewed.

• Loved by 85% of women.** • Salon exclusivity.

APTYL 100 Technology: 7 years of research. 7 patents pending.

An innovation exclusive to hairdressers. * By using Pro Fiber at home range and applying the Pro Fiber Re-charge once a week for up to 6 weeks ** Self-assessment on 333 women

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Discover more at lorealprofessionnel.co.uk

OF A R E YOU A

C OL OU R ARTISAN?

Enhance your clients’ natural hair with our world renowned hair extensions.

Join the Artisans and become a Certified Great Lengths Extensionist.

Contact our education experts on training@greatlengthshair.co.uk

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Editor’s letter

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hello...

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WHERE DOES THE TIME GO? While we’re deep into high summer territory and clients are back and forth between holidays, summer camps and myriad distractions, we’re focusing on the nuts and bolts of hairdressing: making money (page 32). When you’ve got the basics sorted, why not think about using luxury services to increase your revenue – like hair extensions (page 38)? And, of course, we have incredible fashion (page 42) and a profile on one of the most decorated hairdressing groups of the past five years, Sean Taaffe (page 30).

The days may be running away with us, but for me this marks the end of a year as Editor of Creative HEAD Ireland – and with it, time to move on. It’s been a pleasure getting to know this vibrant and creative industry – and I hope to keep in touch with you in the future.

Rosemary Mac Cabe, Editor

rosemary@alfol.co.uk Creative HEAD Magazine 06

28 creativeheadmag.com

@creativeheadirl

Creative HEAD Magazine App CREATIVE HEAD IRELAND

GO BEYOND THE EXPECTED JOIN US AT THE TRENDVISION AWARD 2015 IRELAND HEAT for an incredible evening of inspirational shows, and see who will be crowned the Irish Heat winners of the TrendVision Award 2015 who will go onto compete at the UK & Ireland Final on Monday 5 October at the magnificent Roundhouse, Camden.

INCLUDING SPECTACULAR SHOWS FROM: | A sensational show from The Wella Professionals Style Council and Sean Dawson inspired by Sebastian Professional | Exclusive look at the Autumn Winter collection from D&J Ambrose | Wella are delighted to provide a platform for the Industry team from Intercoiffure Ireland, their show “Capello” combines the talent of the experienced Interfcoiffure team and the young association Guillaume Team representing the organisation here in Ireland. | Sassoon Academy showcase their SS15 Collection “The Group” | Competitor Catwalk & the all-important Awards Ceremony | Brand new host for the evening, TV & radio presenter Jennifer Maguire

TICKETS NOW ON SALE BOOK TODAY TO AVOID DISAPPOINTMENT. Tickets: €55 per person ex VAT

€50 pp ex VAT for groups of 6 or more

Call 01-4160900 NOW For the latest TrendVision Award news become a fan of ‘Wella UK’ on Facebook @wellapro#tva

TVA ROI Final SP AD CHI.indd 1

23/06/2015 16:36

July/August

WHAT’S INSIDE 30

SEAN TAAFFE

We talk to Kerry’s award-winning salon owner about what makes his business tick

ON THE COVER

Hair Ericka Kidd, Nadine Walshe and Elaine Carey, House Of Colour Creative Team Make-up Roy Wong and Natasha Ray Photography Mark Talbot

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EXTENSIONS

With a little outlay you can make extensions flourish in your business

FASHION

House of Colour showcases a vibrancy of hues and tones

EDITOR ROSEMARY MAC CABE

CHIEF SUB EDITOR ADAM WOOD

SPECIAL PROJECTS MANAGER WRITE TO US AT: Creative HEAD Ireland JOANNA ANDERSEN

ART DIRECTOR NICK JABBAL

EDITORIAL INTERN ANNA SAMSON

EDITOR IN CHIEF AMANDA NOTTAGE

ART GRAEME WHITE

ADVERTISING LAURA TUCKER LEWIS TUCKER

PUBLISHER CATHERINE HANDCOCK

creativeheadmag.com 08

Creative HEAD Magazine

6-9 Trinity Street Dublin 2 01 617 7947 rosemary@alfol.co.uk

Creative HEAD Ireland is published 6 times a year by Alfol Ltd. Creative HEAD is a registered trademark. No part of this magazine may be reproduced without prior permission of the publisher. All information correct at time of going to press. Printing by Buxton Press.

Creative HEAD Ireland is printed on paper certified as being from sustainable sources using only vegetable-based inks. Printed by Buxton Press, Environmental Printer of the Year and Printing Company of the Year.

@creativeheadirl

@creativeheadmag CREATIVE HEAD IRELAND

SASSOON FREELANCE EDUCATORS DO YOU HAVE . . . | A full driving license? | A passion for training and developing others? | A thirst for challenges? | A genuine desire to help people?

If so the role of Sassoon Freelance Educator could be for you!

Deliver inspirational & educational training to our portfolio of Sassoon salons.

Promote Sassoon products and services in salons across Ireland.

Apply by sending your CV and a brief outline of why you are the suitable applicant.

Please contact: Education Manager Sinead O’Sullivan via email osullivan.s.1@pg.com or call 01 4160900

Recruitment Ad Ad.indd 2

18/06/2015 17:09

The edit THE NEWS AND KNOW-HOW FROM

YOUR INDUSTRY

SALES OF HAIRCARE PRODUCTS for men are projected to reach £68 million (€96 million) in 2019 in the UK, proving the boom in male grooming is far from over.

According to research conducted by Mintel, sales have increased in Britain by two per cent in the past year to £60m (€84 million), despite the number of product launches targeted at men declining by 46 per cent. This continued growth highlights the potential Irish men’s salons have to cash in on the male grooming trend.

John Harvey, from the Peter Mark Education Team, said: “The rise of male grooming is one of the beauty industry’s fastest growing markets and shows no signs of slowing. Irish gents are turning to stylists for fashion-influenced bespoke haircuts they cannot get in the traditional barber shop.”

Mintel agrees a greater interest in trends is a source of the success. The study comes right after London Collections: Men S/S16, which enjoyed one of its biggest seasons, as one in five men say that it’s important to follow the latest hair trends, rising to more than one-third among 16 to 24 year olds.

Andrew Cannon, owner of UK barbershop brand Ruffians, said: “There is certainly a link between fashion trends, hair trends and grooming products – it has become common nature for a typical man to care about his appearance as much as a typical woman would.”

John Harvey added: “It has never been more important for Irish stylists to get their scissors-over-comb game tight.”

NEWSFLASH ghd is coming to Dublin to show just what its new platinum styler is capable of! For more details, contact your ghd account manager 10

Brown Sugar winning the L’Oréal Colour Trophy Award

MEN’S HAIRCARE SALES TO HIT €96M BY 2019

Sweet taste of success IT WAS A DOUBLE WHAMMY for Brown Sugar Blackrock at the 49th annual L’Oréal Colour Trophy, with the salon taking home both the main prize and the Social & Personal Style award.

Managing director Mark O’Keeffe, whose salons include Brown Sugar

Blackrock, Brown Sugar South William Street and Sugar Cubed Clarendon Street, also presented a show under the Sugar Culture mantle, celebrating 10 years of the Dublin hairdressing group in a glittering event.

For more from the night, turn to page 24

CREATIVE HEAD IRELAND

NEW

THE METAMORPHIK COLLECTION ERUPTEK

EXPLOSIVE TEXTURE, EXPANSIVE VOLUME.

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HOLDABLE, RE-MOULDABLE HYPER SHINE.

WHAT’S NEXT 11/06/2015 14:46

PATRICK GILDEA SALON SCOOPS TOP AWARD

THE BOYS SCHOOL at Smock Alley Theatre was the venue for Sebastian Professional’s annual creative showcase, starring Sebastian International Artist Reto

Camichel. Reto, assisted by Sebastian Cult Team member Katie Mulville of Foundation Hair, presented the Eclipse collection and previewed the Metamorphic collection.

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S

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Belstaff

Richard James

I N S P I R AT I

ON

OVERSEA

Henry Holland

Christopher Raeburn

CONGRATULATIONS TO Patrick Gildea Hairdressing, which was awarded Best Salon in Ulster and Best Colourist by RSVP magazine – as well as the publicly voted Best Salon in Ireland award. “Patrick Gildea Hairdressing is without a doubt a fivestar hairdressing experience,” said RSVP, while owner Patrick Gildea was delighted to be recognised. “It’s a great reflection on the experience we give all customers,” he said.

TOTAL ECLIPSE AT SMOCK ALLEY SHOWCASE

WHAT WE FOUND AT LC:M

“IF AIN’T BROKE, DON’T FIX IT” was the main message at London Collections: Men S/S16 as show after show revealed men’s hair that was left to do whatever it did naturally, only slightly tamed. Cos Sakkas for Toni&Guy created individual looks for each model at Henry Holland that suited their personality rather than a particular trend, while John Vial for Fudge Professional created effortless, glistening locks for James Long. The natural look was taken one step further

by Fudge at Belstaff and by Wella Professionals at Christopher Raeburn, both referencing explorers with hair mussed up while trekking the desert or jungle. Overall, while men’s hair is still on the longer side, it is getting shorter and messier, as seen at Richard James, where Anthony Rawlings for Unite created dishevelled, raffish hair.

Images courtesy of Fudge Professional, Toni&Guy, Unite and Wella Professionals

IHF TEAM IRELAND has enjoyed huge success at the OMC Asia Cup in Kuala Lumpur, Malaysia, taking two gold medals and a bronze. Wayne Partridge of Wayne Lloyd Hairdressing won the Progressive Full Fashion gold, with Sean Taaffe of Sean Taaffe Hair & Beauty taking bronze, while Bridget Haren from Altamond Hair was awarded Progressive Haircut & Colour gold. A huge well done to the team: Wayne Partridge, Bridget Haren, Sean Taaffe of Sean Taaffe Hair & Beauty; Florin Ghile from Zeba Hairdressing; Marina Hayes at Foxy Chopper; Wenda Partridge from Wayne Lloyd Hairdressing and team manager Maeve O’Healy Harte.

Reto Camichael

IHF TEAM IRELAND WIN DOUBLE GOLD

CREATIVE HEAD IRELAND

#CHedit MY months

AHEAD What July and August have in store for...

DERMOT MCHUGH

ROBERT CHAMBERS, DUBLIN

Being a Wella elite salon, we have access to some fabulous new colour ranges such as Illumina and Magma, which has opened up possibilities to create bespoke work for clients. This summer we’re really focusing on bakedearth mid-blondes, cognac brunettes and champagne blondes. We’re also offering tonal refresh blow-drys to reinvigorate clients’ colour.

WELLA EIMI IS IN THE HOUSE WELLA LAUNCHED ITS latest styling range, EIMI, at an intimate event by House of Colour that also showcased the salon’s new S/S15 collection. An array of inspirational looks were shown on the night by the House of Colour creative team, under the careful supervision of two new EIMI ambassadors,

Nikkita Purdey and Olive Tucker. New innovations from the range include Dry Me dry shampoo, which creates volume and a manageable matte texture; Perfect Me, a lotion which creates a natural smoothness; and Sugar Lift, a sugar spray that’s used to create volume, texture, lift and shine.

JORDAN LANDS UNITE DIRECTOR ROLE

Daniel Jordan

PROFESSIONAL BRAND UNITE, which has just launched in Ireland, has announced the appointment of Daniel Jordan as European art director. Jordan has been with Unite since the brand launched in the UK, and counts Patsy Kensit, Yasmin Le Bon and Cara Delevingne among his celebrity roster. The role will see him creating education formats for Unite and helping deliver its mission statement – “to make the hairdresser’s life easier” – to European partners.

CREATIVE HEAD IRELAND

TONI&GUY OPENS NEW ACADEMY TONI&GUY HAS UNVEILED a new academy in its Clarendon Street premises, offering courses to stylists from the salon and externally, at all levels from trainees to experienced stylists. A full-time beginners’ course is aimed at inexperienced stylists looking to get into the world of hairdressing, while a variety of part-time courses are available for experienced stylists.

LOUISE JORDAN BELLISSIMO, GALWAY

The coming weeks and months will be extremely busy for the salon with the Galway Races & The Arts Festival all happening in July. Planning and preparation are in motion for the Bellissimo A/W15 collection. We are also in the final stages of two of our trainee hairdressers graduating this autumn, so exciting times are ahead.

JERRY HUDSON

JERRY’S HAIR STUDIO, CORK

We’re really excited about Wella TrendVision in August – competing brings such a great buzz to the salon and is hugely motivating for staff. A few of the team are off on training courses at the Wella Studio in Dublin, too; we’re always improving our staff’s skills.

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THE BUSINESS EDIT

ON THE FRONT LINE

A HIGHLY SKILLED RECEPTIONIST IS ESSENTIAL FOR DRIVING YOUR BUSINESS

THE FRONT OF HOUSE ROLE – in any business – is clearly important but in the hair industry, where customer loyalty is key to maintaining footfall, it falls to the salon receptionist to handle the crucial retail side. Thus, it’s absolutely essential.

For smaller salons, or businesses whose turnover has been severely impacted by the tough trading of recent years, a highly skilled receptionist may seem like an unnecessary luxury but, according to Steven Gunnip, director of Salon Evolution, “in terms of structure, success and sales, a brilliant receptionist cannot be overestimated”.

Aoife Horgan of Stunners Hair Salon in Mallow was this year’s Front of House award winner at the Schwarzkopf Professional Irish Hairdressing Business Awards, and she argues that her role is a lot more than that of a meeter-and-greeter.

“I am the eyes and ears of the salon,” says Aoife, who worked as a hair stylist before severe dermatitis resulted in a move to front of house. “As well as reception duties, if a customer enters the salon to purchase retail, I can diagnose their hair type and

RISING STAR

NAME CLARE GALLAGHER AGE 25 SALON PREEN DUBLIN

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WHAT ARE YOUR CAREER HIGHLIGHTS SO FAR? One of my career highlights has been working alongside the amazing PREEN team.

They’ve given me so many amazing opportunities and the education has been fantastic. It was wonderful being with the team at the Image Magazine Awards to celebrate PREEN’s

recommend the best regime for them to follow; I can carry out strand tests; I’m always on cue to take over blow-drys and mix or apply colour. I ensure a friendly and genuine approach – I have the opportunity to make everyone feel welcome.”

Steven Gunnip maintains that a receptionist brings money into the business in ways that many have perhaps overlooked: “They can organise your booking system, keep no-shows to a minimum, be proactive in booking follow-up appointments, and encourage retail.”

Stunners’ Aoife expands on this. “A successful receptionist will be on the ball all the time, on the lookout for problems – perhaps a stylist is running late so you explain and apologise to clients. They will also maintain and control all aspects of health and safety legislation in the salon, maximising use of stylists to increase revenue and having great IT skills, running Facebook, Instagram and Twitter accounts.”

Phew! With a job description like that, it’s clear the front of house role can’t be taken for granted.

Niamh O’Connor winning Best Colourist of the Year Award, and also the salon winning the Salon Design Award at the Schwarzkopf Professional Irish Hairdressing Business Awards.

WHAT MADE YOU WANT TO BE A HAIRDRESSER? I started out as a make-up

artist working alongside hairdressers on photoshoots and shows and from there I developed a passion for hair, so I changed direction.

WHERE DO YOU SEE YOURSELF IN 10 YEARS? Progressing and growing with PREEN, I will have developed the creative side of my career

and be doing more editorial and photographic and style work, hopefully with some awards under my belt! I would love to win the L’Oréal Colour Trophy one day.

WHAT WOULD BE YOUR DREAM HAIRDRESSING GIG? Doing Sienna Miller’s hair!

CREATIVE HEAD IRELAND

#CHedit

LIFE LESSONS SEAN BRYAN, DIRECTOR, CUT & SEW Dream big. How did I go about starting my dream job? Being my own boss and trying to start an empire? It was due to a simple sketch on a piece of paper and it was only ever meant to be a one-man show – or an absolute maximum of two people.

Now we have four staff, a second shop on the way and an academy, too. Each day is different, challenging and sometimes extremely hard. But as long as you put 110 per cent into every little aspect of the day, from sweeping the floors to organising or directing a video, the day can be very productive.

What you put in is what you get back. With Instagram and social media generally, I feel like we have one of – if not the best – online presence in barbering in Ireland. It’s because we do it in an honest way. Paying for Facebook likes and so on isn’t necessarily the right road to go down. We’ve sponsored posts in the past, but I would much prefer to give that cash to an artist and have a piece of art or film that is ours forever.

Embrace all sides. I’m a businessman (which still sounds weird to me) but also a hairdresser and self-taught barber, so I have two sides. One is being the boss and organising and thinking about the future of the company. The second is being the creative director and running a nearly fully-booked column.

Don’t worry about everyone else. It’s tough trying to divide time between running a business and a column. I wouldn’t change it for the world, but I also have to draw the line and focus on the company and the future of it. While everybody is cashing in on the barbering trend, we get barbers from all over Ireland coming to us to learn our secrets. I am very driven and don’t focus on what anyone else in Ireland does as I think you can get caught up in someone else’s idea of what works.

Focus on your bottom line. Be grateful for every person that sits in your chair; they pay your wages and allow you to live your dreams, no matter how fussy they can be! Keep costs down but don’t be cheap – it’s important to spend the right amount of money, from design to carpentry and so on. And know what your priorities are. For us? Doing a badass photoshoot on the streets of Dublin with our own customers is better than a piece of silverware in a dusty cabinet!

CREATIVE HEAD IRELAND

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#CHedit

The Infiniti Opulence Collection Kit from Affinage includes eight new shades, two crème developers, an Opulence shade guide and five Infiniti brochures.

Clients will love the Mosaic brush by TLC, which reduces split ends and hair pulling, it can be used in the shower, on wet or dry hair and is suitable for all the family.

RRP €10.95 045 856 490 xpertpro.ie

SALON PRICE RRP €49.70 053 912 3681 affinage.com

COLOUR CLOSE-UP

NIOPHLEX is a new three-step system from iD Hair, designed to protect hair and actively rebuild its strength. The complex solution adds bonds, elasticity and strength for – and we don’t use these words lightly – frankly miraculous results.

IN-SALON TREATMENT +44 (0)845 230 9660 niophlex.com

Infused with crushed pearl powder, organic Hawaiian white honey and argan oil, Unite’s Smooth&Shine delivers a sleek look with a high gloss finish.

RRP €26

061 212 028 essentialsalon.ie

Redken’s new Frizz Dismiss range protects unruly, frizzprone. It offers up to 85 per cent less frizz after one use, and the range includes shampoo, conditioner, a mask and two Frizz Protection Factor products.

Encourage clients to treat their hair like their skin and apply a daily moisturiser – the new Pre Styling Cream from Balmain Paris Hair Couture.

RRP €20.95

+44 (0)800 781 0936 balmainhair.com

FROM RRP €16.55 01 604 5918 redken.co.uk

Like to let out the eccentric in you? Try the 60 plus colour range from extensions brand Cinderella Hair and see what you can whip up.

IN-SALON SERVICE 01 633 9002 hairspray.ie

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The OI range from Davines has a lovely fresh look – clients can even enjoy a new pampering body wash, too.

RRP FROM €14.35

+44 (0)845 129 8431 rjmhairandbeauty.com

Make the most of clients’ curls this summer with the No Curls, No Glory range from PIMP – the shampoo has 10 natural moisturising botanical extracts!

PIMP RRP €19.95 SALES@FBILONDON.CO.UK fbilondon.co.uk

CREATIVE HEAD IRELAND

STOCK OPTIONS

OUR PICK OF THE LAUNCHES TO STACK ON SHELVES, ADD TO MENUS AND SHARE WITH YOUR STYLISTS

IT’S ALL ABOUT... BLONDES

It’s the year of blonde for L’Oréal Professionnel, so it’s only right and proper that the colour house has unveiled Blond Studio, a go-to professional toolbox that has a lightening touch so every client can have a truly personal result. In a world first, there’s the ammonia-free Lightening Oil that gives a commitment-free sun-kissed effect; new Freehand Powder that’s perfect for the creative painters; and Multi-Techniques Powder that’s awesome for ombre. You’ll also see some fair favourites join the Blond Studio, such as Majimèches Highlighting Cream and Platinium Plus lightening paste.

IN-SALON SERVICE 01 604 5918 lorealprofessionnel.co.uk

WE

CREATIVE HEAD IRELAND

Redken impressed many a blonde last year with the launch of the Blonde Idol shampoo and conditioner. Now comes the Blonde Idol colour range, including the clever Base Breaker that blurs colour by lifting one shade and takes the edge off between highlights and roots – the perfect in-between service! There’s also the customisable Oil Lightening System and the High Lift Coloring Cream, with eight cool shades. And with four techniques and 12 service ideas, a ‘blur brush’ and other canny tools, it will be many a colourist’s new blonde BFF.

IN-SALON SERVICE 01 604 5918 redken.co.uk

SUMMER!

Sun, sea, sand and TIGI’s Totally Beachin’ range – a perfect combo for summer! There’s also a free Mara Hoffman-designed beach bag and sarong to tempt clients to buy.

Schwarzkopf Professional’s BC Sun Protect Travel Set is a super-convenient holiday essential, containing three carry on-sized products – BC Sun Protect Shampoo, Conditioner and Shimmer Oil.

RRP FROM €14.50 01890 812 022

RRP €19.95 01 404 6424

tigiprofessional.com

schwarzkopfprofessional.ie

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#CHedit Freya’s Great Length s @great lengths ireland #45cm #brun ette

to m ojito Blu eberry an d A m aret ta ils #fa de st soci al #cock

A present to myself for reaching a quarter century and for starting an exciting new chapter in my career #louisvuitton #monogra m #armcandy

In the frame Jordan Mooney, stylist and Great Lengths educator at Com Hairdressing in Temple Bar, snaps away SNAP AND SEND Want to give us a snapshot of your hair world?

Tweet us @creativeheadirl

Me and my best pal #loveh er #chihu ahua #insta pets

#quote s #upnotdown

40cm Great Lengths extensions #greatlengthsireland #volu me

Holida y booked – August can’t come quickly enough! #marm arisimperial #turke y

To-do list the hottest happenings this month and next…

13 July

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CAMERON CALLS

Hair guru Patrick Cameron is in town to lead a Long Hair Education course in conjunction with the Wella Academy in Dublin, alongside his art director, Marco Erbi.

Call 01 416 0900

26 July

ONE-STOP CHOP

Cut & Sew barbershop is hosting a one-day cutting course at its Wellington Quay salon, showing the best in modern male grooming styles and trends.

Call 085 165 7769

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August

Wed din g ha ir #u pstyle #loos e #b rid al

#messy #upstyle #braid #plaits #loose #waves

OLD AND NEW

Alfaparf Academy in Dublin is holding its Colour Correction Step 3 course, for technicians with three or more years' experience. Learn to solve complex colour problems with traditional and alternative solutions.

Call 045 856490 CREATIVE HEAD IRELAND

#CHedit

Inside story DAVEY DAVEY MENS DUBLIN 2 THE NEW Davey Davey Mens salon on Stephens’ Street in Dublin 2 was a labour of love for owners Ian and Paul Davey – as well as a response to what they saw as a gap in the market for an alternative to traditional male hairdressing establishments. Design-wise, the brothers, whose flagship salon on Dublin’s Drury Street is five years old this year, took inspiration from architecture and interior design from around the world. “Our aim with the design of Davey Davey Mens was to marry elements of the classic with the contemporary,” says Ian, highlighting the juxtaposition of oak elements with modern concrete for “a rustic yet modern feel”. The team at Davey Davey Mens is headed up by Ross King, with staff handpicked by Ian and Paul.

HOT BUYS

CREATIVE HEAD IRELAND

FUTURE SLEEK

Kiela’s futuristic hot spot styling unit comes in a choice of five colours, for a sleek and modern salon vibe.

From €450+VAT 045 856490 xpertpro.ie

FLAUNT IT

Salon Ambience’s snazzy flute chair is usually RRP €916, but a current promotion has it reduced until the end of August.

RRP €719 01 464 2771 essentialsalon.ie

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Fancy an upgrade?

You can offer clients an upgrade that will help them look and feel better than ever and still grow your colour business, with Wella Professionals’ Couture Colour Service. Here’s how…

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CREATIVE HEAD IRELAND

The display Your window display is a prime opportunity to shout about your new Couture Colour Service. Wella Professionals provides beautiful Couture Colour display materials to signal that you are a Couture Colour salon. Keep your display fresh and current, changing it every six to eight weeks to maintain interest, with the focus on Couture Colour.

The call As the first point of contact for your clients, it is essential your receptionist/front of house knows everything about the Couture Colour Service and can introduce this to clients over the phone. When a client calls to book a regular appointment, ask if they have been told about your new Couture Colour Service and explain what this includes and what makes it worth the extra money. From an in-depth, personalised consultation and use of superior products to a free treatment and a luxury salon experience – your clients wont be able to resist.

CR EATIV E HE AD PR OM OT ION

LET’S BE HONEST, if we could, our wardrobes would be full of haute couture clothes. Bespoke style is always going to be better than off-the-rack, but often the price tag makes it a distant dream. While it can’t help you with your wardrobe, Wella Professionals can help you bring a personalised service to your clients’ hair colour. The Couture Colour Service from Wella Professionals is inspired by the bespoke craftsmanship of couture fashion – it’s about offering a tailored and personalised colour for that client.

But how do you persuade your client to upgrade to the service?

The brand has four key areas that you should focus on:

“A client is always going to be happy to pay extra for something that is bespoke, so make sure you exceed their expectations during their visit. A complimentary treatment, serving their favourite drink and really understanding their life through an in-depth consultation will make the service deserving of a higher price tag” DANNY DOWIE, WELLA PROFESSIONALS COLOUR CLUB MEMBER, CHEYNES HAIRDRESSING

FOR YOUR CLIENTS To celebrate Couture Colour, Wella Professionals has teamed up with fashion designer PPQ to create an exclusive PPQ designer care bag full of Wella Professionals care products. They’re the perfect gift to give to clients as part of the Couture Colour Service, and will see them not only walk out with bespoke hair colour, but a unique bag, too!

The consultation To start your clients on their Couture Colour Journey, offer them an in-depth consultation to demonstrate what their Couture Colour can achieve. Take time to understand what your client needs, their likes, dislikes and hair goals. Create a long-term plan personalised to them and explain how the Couture Colour Service can help achieve their goals. Wella Professionals offers a range of consultation tools to help you create a professional, bespoke consultation, enabling you to craft exquisite colour results tailored to your clients’ hair, skin tone, image and lifestyle.

The event Everyone loves a freebie, especially when food and drinks are thrown into the mix, so why not throw a Colour Couture event? Hold a Couture Colour launch event in your salon for one month and your clients can discover the luxury experience and personalised colour results for themselves.

This will create awareness and excitement for the new service and once your clients have tried it, they won’t want to go back.

U FOR YO

ant w import knows ho ls a g the n n io ti o ss fe prom Wella Pro comes to it n e b h e w th rand rist is h is why ic h w the colou , e ervic create a Colour S el PPQ to b la n n Couture io h fash Each salo ed up wit ssionals. fe ro n p a has team e c for th which bag – just sive bags, lu c x e designer se of the ered one will be off ze for ri p d as a be offere ies who carr the stylist re tu u o C ost out the m in s e ic rv e Colour S . th n o am

Upgrade your clients today to the Couture Colour Service and see your colour business take off.

Contact your Wella Professionals account manager, call 01 416 0900 or visit wella.com

CREATIVE HEAD IRELAND

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Results based on tri-zone ® technology: *vs a styler working at 230°C **vs untreated hair †2x more colour integrity vs a styler working at 230°C

LESS DAMAGE {OPTIMUM TEMPERATURE} Hot hair doesn’t have to mean the hottest temperatures. The ghd platinum® styles at the perfect heat for less damage from root to tip, reducing hair breakage by over 50%*.

UK0231_Platinum_Trade DPS_CHIreland_440x285mm.indd 3

HEAT YOU CAN RELY ON {TRI-ZONE TECHNOLOGY} ®

The six intelligent sensors, delivering perfectly constant heat throughout the plates, are proven to be kinder to your clients’ hair colour† and enable you to optimise their style in as little as one stroke.

15/06/2015 16:15

THE NO COMPROMISE STYLER INTRODUCING THE NEW

platinum styler

STYLE AND SUBSTANCE {UNIQUE WISHBONE HINGE} No compromise means ultimate control.

Our wishbone hinge holds the plates in perfect alignment giving you both control and improved versatility, making it easier to create any style with 20% more shine**.

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Get ultimate results with less damage for your clients’ hair*. To experience ghd platinum® in your salon, contact your ghd account manager or call +44 (0)1924 423400. #ghdplatinum

15/06/2015 16:16

Scene THE HOTTEST EVENTS EVERY

MONTH – GET YOURSELF SCENE!

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Style Club

Peter Mark

THE 49TH IRISH L’ORÉAL Colour Trophy marked a return to form as the black-tie event came home to UCD’s O’Reilly Hall after a two-year absence. There was a lot to celebrate with an incredible presentation by the Sugar Culture salon group, under the directorship of Mark O’Keeffe; and a breathtaking international show by Eric Zemmour, assisted by a roster of Irish stylists from The Edge Hair Design in Cork, Ben Garry in Navan and Black Amber in Dublin.

Ireland’s own Amanda Byram hosted the night, which saw awards given in a variety of categories. The overall award went to Brown Sugar Blackrock – which also won the Social & Personal Style Award – while the team at Style Club Tallaght took the People’s Choice Award.

Attendees were treated to a three-course meal before cars arrived to ferry them to House on Leeson Street for more drinks and dancing.

Brown Sugar

TROPHY LIFE

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Brown Sugar

Zeba Hairdressing

The Academy Belle Hairdressing Origin Hair Academy

Conor Doyle, Peter Mark Davey Davey Mens

And the winners are …

L’Oréal Colour Trophy First: Brown Sugar Blackrock Second: Peter Mark, Cornelscourt Third: Origin Hair Academy, Cork

L’Oréal Men’s Image Award First: Davey Davey Mens, Dublin Second: The Academy Belle Hairdressing, Celbridge

L’Oréal Young Colourist Award Conor Doyle, Peter Mark Dundrum

People’s Choice Award Colour Trophy

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Eric Zemmour

Sugar Culture

Style Club, Tallaght

Peoples Choice Award Mens Image Zeba Hairdressing, Maynooth

Social & Personal Style Award Brown Sugar Blackrock

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Jenni Crawford, Mark McCauley and Joe Byrne

DECADES OF SUCCESS IT WAS THE HAPPIEST of birthdays for Kazumi, as the salon celebrated 20 years in business, at its award-winning Molesworth Street location in Dublin. Mark McCauley and his team were on hand to celebrate two decades of great service to Irish A-listers, including Louis Walsh, The Edge, Deborah Veale and Def Leppard’s Joe Elliott, among others. From its humble beginnings in a small pied-à-terre mews on St Anne’s Lane, Kazumi moved to its current location on Molesworth Street in 2003, eventually taking over the upper floors and offering a full service, including a nail bar, a bespoke private bridal service and stocking ranges including Phyto, Redken and Pureology.

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27

Mark with DJ Paul McLoone and Joe Elliott

education for Unite; Emmet Byrne and Fletcher

Natasha Pearson; Marcus Allen, director of business

GET TOGETHER THE LAUNCH OF BOUTIQUE brand Unite in Ireland, hosted by Essential Salon Supplies, was a fashion-led showcase that included an interactive show and a presentation by Emmet Byrne from The Butcher Barber. A six-model show featured looks created by Unite senior art directors Natasha Pearson and Fletcher, using the Unite haircare range, while Emmet Byrne used the GO24•7 men’s grooming range. The team from Unite also made visits to salons including Dylan Bradshaw, REDS and De Stijl, offering a personal insight to the brand.

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THE T H G RI F F U ST ★

SSIONAL E F O R P F P O K Z R A W THE SCH TRIPLE WINNER AT G BUSINESS AWARDS, SEAN TAAFFE IRISH HAIRDRESSIN H – SO WHAT IS HE DOING TO IS RIDING HIG HT? GET THINGS SO RIG

Sean Taaffe and group general manager Kara O’Shea

PROFILE

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I

F YOU’RE CLUED IN TO HAIR INDUSTRY AWARDS – and why wouldn’t you be? – you’ll have noticed the proliferation of mentions for Sean Taaffe Hair & Beauty, a three-salon chain based in Co. Kerry. At the Schwarzkopf Professional Irish Hairdressing Business Awards this year, the group walked away with the Customer Care Award; Munster Salon Of The Year and the grand overall prize of National Salon Of the Year.

Last year it also enjoyed awards for IHF Irish Hairdresser of the Year for style director Marta Plechowska; Alfaparf Fantastic Hairdresser of the Year for owner Sean; the salon was a finalist in the IHF Irish Photographic Awards; took second place in the Fantastic Junior category at the Fantastic Hairdresser Awards; and Sean took part in the OMC World Championship with Team Ireland, taking home bronze.

But it’s not all pomp and circumstance – 2014 saw a 25 per cent increase in turnover and a jump of more than 2,000 new clients in the year, so business is booming, too. What is it about Sean Taaffe Hair & Beauty that’s hitting the mark?

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Sean Taaffe Hair & Beauty has been in business for more than 20 years and has expanded six times, what’s the draw for clients? “They trust us as a brand,” says Sean.

“We’ve spent time and money building our reputation – this hasn’t happened overnight.

We represent high-quality hairdressing.”

They don’t compete on price, he explains – you won’t see Sean Taaffe Hair & Beauty discount to rival the newest salon in town.

“We are probably the most expensive in all of our locations compared with our competitors,” Sean acknowledges. “But our clients choose us because they know they will be well looked after – they’ll get the best service in the best surroundings and leave happy.”

Training days

At Sean Taaffe Hair & Beauty, each member of staff goes on a minimum of five courses a year.

With more than 55 members of staff across the group, that’s more than 275 courses a year.

In 2014, Sean Taaffe Education was set up in Tralee “as a result of our commitment to training,” says Sean. The academy holds one and two-day training courses in everything from blow-drying and up-styling to cutting and advanced cutting workshops and “though we primarily work with our own team, we do allow other stylists in – it helps enhance creativity”.

It’s all a part of achieving a certain level of service, explains Sean. “We spend an absolutely insane amount of time and money on training and education,” he concedes.

“Everything – and I mean everything – we do has a specific way of being done, not just our hairdressing but down to how a client is greeted, even down to exactly how they’re offered refreshments. We do everything the Sean Taaffe way, so our way is our culture.”

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Call of duty

Sean’s salons have a focus on training and education, which he says makes staff “more creative and generally happier”, this is borne out in a low staff turnover.

Sean himself frequently joins in regular twice-weekly evening classes, which offer a range of skills and refreshers. “We could be teaching wrap drying on one, or up-styling on another – you may well have junior team members on an evening course, but if a stylist feels like brushing up on something, it’s very much encouraged to join in – I often do myself,” he says.

Encouraging all staff members to acknowledge the need to increase their skills, and that they “don’t know everything”, is really important for junior members to see. “We all learn together and benefit from practice, whether it’s learning something for the first time or practising for the 101st time,” Sean adds.

Sean Taaffe Tralee branch

Strong roots

Competitive spirit

Having never won the customer care gong at the Schwarzkopf Professional Irish Hairdressing Business Awards, Sean took a long hard look at the company’s approach to client care, and also examined what previous winners were doing right. “To us, it’s one of the most important awards,” admits Sean.

“Without our clients’ trust and support we would not be where we are today.” With a new care policy in place, hair plans and plenty of free customer treats, the brand finally won the award in March.

But while winning helps, Sean maintains that merely taking part is an essential motivator. “It’s good for standards and morale high – everyone likes to be part of the winning team!” He laughs.

31

MONEY

LET’S MAKE

LOTS OF MON€Y!

WE ASKED YOU HOW TO RAMP UP REVENUE AND BOOST THE BOTTOM LINE – HERE ARE YOUR BITE-SIZED BUSINESS BRAINWAVES!

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#Money

USE TOOLS THAT CAN SAVE YOU

DO IT! GO HIGH-TECH IN THE SALON

From developing a mobile app to allow clients to book quickly and conveniently from their mobile phones to embracing salon software, there are a plethora of ways to increase client footfall and loyalty by embracing technological developments. Hive is just one of a number of software offerings; a cloud-based system that can be accessed anywhere, any time, by staff and management. “All you need is a browser,” says Laurence Parnis, co-founder of Hive, which is based in the Synergy Centre at IT Tallaght. “A ‘know your client’ application in the software makes it easier to target clients with appropriate offers and new services.”

DO IT! THINK DIY

DO IT! IDENTIFY WHAT CLIENTS WANT

“As a small family-run hair studio, located down a side street, social media is hugely important for getting the word out there – so we focus on spreading the word through Facebook, and spending money on sponsored posts has proved a great investment,” says Carmel Foley of David Foley Hair Studio in Dublin. “We also do all the redecorating ourselves – we couldn’t justify a big spend on painting and decorating, so it made more sense to handle it in-house. In an attempt to increase footfall, we do special offers on Tuesdays, which have proven hugely popular, and we’ve also cut colouring prices to incentivise customers.”

Caren Cullen, of Fox & Bow in Limerick, explains how to go about offering the services that clients really want in a modern salon:

♦ Initially, we structured our prices very competitively to give a five-star service.

♦ We have a team that is built around giving 100 per cent in care and attention throughout a service.

♦ We offer a two-week top-up to clients who have quicker hair growth, root and surrounding area for €30, including a blow-dry.

♦ Blow-drys are also part of the colour service and are not charged separately.

GO BLONDE!

Want to make more money? Then make sure blondes are your BFFs! It’s the main colour used in salons, and blondes typically spend 10 per cent more in-salon on average than brunettes.

For L’Oréal Professionnel, this is the year of blonde, and with new Blond Studio salons you have the ideal toolkit to banish the brass, rescue the home-bleached and sun-kiss the strands of clients in need.

♦ Our numerous blow-dry clientele come to us twice a week because of our competitive prices and we sell ourselves on what you leave the salon with – 100 per cent quality service for a good price.

♦ We have a strong presence online on our site, Facebook, Twitter, Instagram, Snapchat and Pinterest, keeping our clients up-to-date on new ideas and services available.

CASH

GHD AURA It’s lighter and quieter, so it’s already a popular choice.

However, ghd’s aura hairdryer also makes some financial sense too, needing 17 per cent less energy to deliver those beautiful blow-drys, which, by the way, are 38 per cent more shiny.

ECOHEADS Offering maximum water pressure with minimum water use, the Ecoheads shower head uses seven litres of water per minute, which is 56 per cent less than a standard shower head.

Joseph Koniak, who runs a salon in the UK, has introduced Ecoheads to his backwash and is expecting a 40 per cent cost-saving on water.

EASYDRY With recyclable disposable towels you can save on heating and water as well as cash. For salon owner Ken Picton, it was a case of efficiencies. “We either took on a full-time member of staff to oversee the constant conveyor belt of washing and drying towels or we moved to disposables. It was one of those decisions that’s made for you.”

♦ Our online booking system makes us available 24/7 to our clients, something that has proved to be very popular.

♦ We focus on ourselves and not other salons. We want to create an edge, but never forget communication with clients is the key.

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#Money

SIMON HARRIS, OWNER OF MYSALONMANAGER IN THE UK, STRESSES THE IMPORTANCE OF CONSULTATION AND THE NEED TO GAIN NEW CLIENTS IF YOU WANT TO MAKE A SERIOUS PROFIT. HERE HE MAKES HIS NUMBERS DO THE TALKING…

THE NUMBERS GAME !TAKINGS AND RETAIL TARGET IT O D KNOW YOUR

k and charges €40 for an hour’s If Anna works 40 hours a wee 0 her ll potential would be €1,60 cut and blow-dry appointment, will be 75 per cent, or a week, although more realistically it the same level in the salon, on €1,200. If you have six stylists at 0. would be 6 x £1,200 = €7,20 the same hours, the salon target retail (€720), your weekly target By identifying 10 per cent for for the salon is €7,920.

DO IT! GET THEM

THE SIGNS THAT YOU’RE MAKING MONEY

TO REBOOK BEFORE THEY LEAVE

If clients visit every six weeks, that’s 8.6 visits annually, clients who have their next appointment booked when they leave visit more than those who don’t.

Clients who tend not to rebook visit every eight weeks = 6.5 visits a year Client visits 8.6 times per year x €40 Cut/blow-dry = €344 a year Client visits 6.5 times per year x €40 Cut/blow-dry = €260 a year If the average stylist has 200 clients, then total loss could be €16,8 00.

€16,800 x 6 stylists in salon = €100,800 lost by not getting clients to rebook

!

IT O D ENCOURAGE NEW CLIENTS IN

✓ Salon hits target take weekly ✓ Clients return regularly ✓ Clients purchase retail ✓ High percentage have colour ✓ Staff have little time off sick ✓ Staff are regularly on time ✓ Clients always turn up for appointments

clients a week, a week, and loses on average two If an average stylist sees 40 clients t in a year. ists in a salon = 600 clients los that’s 100 clients a year x 6 styl g €330 per year ting six times a year and spendin If you lose 600 clients a year, visi ), your potential loss is (3 x €50 colour + 6 x €30 cuts

€198,000

WANT MORE business building tips from the experts?

Then grab our No Nonsense guides, available to buy online now! Creativeheadmag.com/store

34

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35

Aviary Lane

Aviary Lane

Headmasters

L’Oréal Professionnel

AGE

Old is the new gold The population is ageing, with a potentially lucrative and loyal audience ready to be captured. Is your salon ready for a golden age?

Aviary Lane

YOU WANT TO APPEAL to as many clients as possible, of course – but are you doing enough to entice those who actually visit more often, spend more money and show more loyalty?

Your more mature client – let’s put that at 45 and above – wants to look good, feel great and is often willing to spend a bit more to achieve that. Colour services, keratin treatments, thickening products, body-boosting blow-drys… get your message to the mature right and it can be a real boon for business.

“We cater to women of all ages including those in their 50s and 60s who want to look and feel fabulous. We feel this is a sector under-represented,” says Headmasters’ chief executive, Raju Raymond. The UK salon chain has teamed up with Nioxin to run a ‘Confidence Boosting Hair at Any Age’ campaign, as 63 per cent of women aged 45 to 54 experience hair thinning. Nioxin is also unveiling its 3D Styling range, ideal for older clients

36

experiencing thinning hair. The launch includes a shoot by Kay McIntyre, Nioxin education ambassador and owner of Scottish salon McIntyres. “The shoot shows how you can make the most of the hair you have at any age to suit your face shape, lifestyle and hair texture,” she says, with the images now included in an exclusive glossy book for salons to help drive business.

So how do you get your salon ready to embrace the golden age? First you need to adapt to appeal directly to these clients.

Take a look at your salon photography – what does it say to a woman over the age of 40? Is your work full of bright-eyed models in their early 20s? Such a focus on youth can be offputting to a woman of a certain age and, increasingly, savvy salons are looking to remedy this by shooting collections and marketing material with models of mixed ages.

Dublin hair salon Aviary Lane did just that in a recent photoshoot, focusing on older women “who are often overlooked in the styling and shooting of campaigns”, says Aviary Lane’s Elaine Sullivan. “The shoot followed on from a series called ‘Grey Hair Don’t Care’ we’d started on social media channels, to help women celebrate and enhance their grey, with tips such as using a deep cleanse shampoo like label.m’s Deep Cleansing or Davines’ Solu to avoid staining and yellow tones, and kick starting the follicle cycle with Nioxin.”

Perhaps the most high profile use of an older model in salon imagery comes in the form of ’60s icon Twiggy, now a 60s icon of a different variety (she’s 65). She was unveiled earlier this year as an ambassador for L’Oréal Professionnel.

“Age is no barrier for beauty, so we would consider anyone relevant to our consumers,” says Cass Coulston, L’Oréal Professionnel UK general manager, on the choice of Twiggy.

“Almost half the women who visit salons today are over the age of 45, so they’re vital in terms of sales.”

#Money

...BUT HERE’S WHAT NOT TO DO

PAUL HESSION, owner of Hession Hairdressing in Drumcondra and Clonatrf, reveals the three most common mistakes made about mature hair Don’t automatically cut hair short The most common question I get asked from mature women is whether they should cut off their hair when they reach a certain age.

Many women are afraid to chop their hair as they feel longer hair gives them more femininity. For more mature women, the length and colour must be appropriate to their age and in good condition.

You do see a lot of older people with long hair who feel they have to tie it up but that should not always be the case.

Think twice about embracing the grey Grey can be very ageing and look rather dull, depending how old she is. You can have someone with a young pixie look that looks great and a client with long grey hair that looks wretched. You need hair to suit the person and the

shape of the face. If they look good with grey hair I’m all for keeping it – unless it makes them look older. Know what works for you and your client.

Don’t ignore diet or stick to old products As the old saying goes, ‘What you put into your body is what you get out of it’. If hair is older it needs to be conditioned correctly as it becomes thinner and less manageable. There are products out there for more mature hair, almost like a ‘Botox’ for hair, which will make it overall easier to maintain. Using the right products and styling tools will ensure a woman can manage her hair better at home and in most cases improve the quality of the hair. Diet is also a huge factor in the condition of the hair. It rejuvenates the hair shaft, working from the inside to give it more bounce and vitality.

THE ART OF COLOURING EXPOSÉ with Max Eli, International Director of Colour Education at J Beverly Hills

J Beverly Hills offers a complete range of products for professional salons and its clients that are paraben and sulphate free, which include cleansing, caring, styling & finishing products, a special line for men and a Colour Line featuring 88 intermixable shades. All products contain high quality ingredients infused with argan oil, black pearl, acai berry and aloe vera. Our Colour Line provides an unmatched level of colour intensity, vibrancy and hair condition. This single line concept features demi, semi, and permanent colour options, therefore allowing translucent, opaque or matte all from the same tube. This 5 step formulation guarantees predictable results with up to 100% grey coverage.

Join us to learn more about this exciting Colour Line.

MONDAY 28 SEPTEMBER 2015

MACDONALD WINDSOR HOTEL

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Great Lengths 38

CREATIVE HEAD IRELAND

EXTENSIONS

THE LONG AND SHORT OF IT

LOOKING TO GROW YOUR BUSINESS? HAIR EXTENSIONS COULD BE THE ANSWER

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39

40

Gold Fever

Gold Fever

Gold Fever

THE LAST 20 YEARS HAVE seen a complete shift in the world of extensions. Where once a client would have been forced to search out (without the internet!) a specialist salon, then endure hours in the chair while huge wefts were sewn into her roots, now, changing your client’s look with extensions is no longer such an ordeal...

According to figures from the Central Statistics Office, Ireland imports €1.6 million-worth of human hair each year – and that’s a cost-price statistic, not taking into account the customers who go abroad for their enhancements.

So what is your salon doing to tap into that market? While extensions can, to the outsider, seem like a quick financial fix, once you look into stocking them, things get a little less straightforward.

First, there’s the price of training. Once you begin to market your salon for its extensions expertise, training is a necessary expense. But there are affordable courses on offer.

Hairspray offers a one-day training course for €395, run by Dolores Mackenzie, an instructor who trained celebrity extensions expert Ceira Lambert and has more than 12 years of experience. With that, you receive your full hair extensions tool kit and four packets of human hair for use during training.

But it’s a cost that can soon be

recouped; with prices for extensions services running into three figures, any education spend is soon offset.

Onagh O’Driscoll is managing director of Platinum Human Hair, a wholesaler, distributor and training provider that supplies more than 250 salons in Ireland and offers courses starting from €349. “That includes two methods of pre-bond and microbead application as well as a complete start-up kit,” adds Onagh.

Let’s talk numbers. According to Platinum Human Hair, a salon that does one full head of extensions a day, five days a week, can increase profits by as much as €80,000 a year.

Cowboys & Angels salon co-owner Valerie Patterson has been fitting hair extensions for 28 years and business is booming (one of Valerie’s most well known clients is blogger Suzanne Jackson, who gets Gold Fever Hair Extensions in the Dublin salon and shares each new look with more than 130,000 Instagram followers).

Gold Fever is new to the Irish and UK markets, but the names behind it – David and KatieJane Gold – are not; the brother and sister duo are previous owners and distributors of Great Lengths. For them, Gold Fever was the logical next step. The brand sells directly to salons, explains Katie-Jane, cutting out the middle man and offering the opportunity to guarantee the origin of the hair and oversee everything from the sourcing and processing to distribution and delivery.

Hair extensions expert

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Pamela Laird says that extensions are no longer solely for the young and the rich: “It might be the older woman who wants a bit of volume, or someone with unruly or curly hair who wants wavy extensions,” she affirms.

From the client point of view, having extensions in-salon can be a problem-solver, offering a solution to a quibble they’ve been attempting to solve for years.

Great Lengths Ireland is one of Ireland’s longest running extensions brands and, says principal educator Amanda Jackson, they aren’t an option solely for people “who want super-long locks”.

“Hair extensions such as Great Lengths can be cut and styled to merge with your own hair.

You can use them to add length, volume and even colour. We’re finding that many people who braved a bob or lob are adding extensions to boost volume,” she states.

Once you have the education and extensions in place, bear in mind the increased footfall you’ll get from those very clients – returning to the salon for trims, blow-drys and to have their colour touched up. At Hession Hairdressing in Clontarf, they are seeing 20 extensions clients returning each week for those kinds of visits.

A full head of hair extensions takes Cowboys & Angels’ Valerie about two hours, “with another hour to blow-dry” – so the idea of the eight-hour salon visit is in the past, too.

The steps to take? Invest in training, stock the best hair you can and, once you’ve begun reeling in clients, shout about it – encourage them to share images on social media and ask if you can do the same (using the hashtag #transformationtuesday guarantees initial traffic). Then schedule regular maintenance checks, encourage repeat performances and watch your bottom line get a lot more full.

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Great Lengths

Great Lengths

EXTENSIONS

“Extensions such as Great Lengths can be cut and styled to merge with your own hair. You can use them to add length, volume and even colour” 41

Hidden depths The caress of couture and underwater currents inspires Australian salon group Royals Hair & Beauty to reveal the secrets of Atlantis PHOTOGRAPHY BY DANIEL KNOTT

HAIR Mary Alamine, Royals Hair & Beauty. MAKE-UP Mikele Simone. STYLING Jana Bortolo

HOLD THE TONE

HOUSE OF COLOUR’S LATEST COLLECTION USES VIBRANT HUES AS A STARTING POINT FOR CONTRASTING TEXTURES AND EYE-CATCHING COLOUR PHOTOGRAPHY BY MARK TALBOT

HAIR Ericka Kidd, Nadine Walshe and Elaine Carey, House Of Colour Creative Team. MAKE-UP Roy Wong and Natasha Ray

LAST WORD

THERE’S AN APP FOR THAT

*Smart Insights

YOU CAN DO PRETTY MUCH ANYTHING ON YOUR MOBILE PHONE, SAYS WAHANDA’S LOPO CHAMPALIMAUD – SO WHY HAVEN’T MORE SALONS TAKEN ADVANTAGE?

50

MOBILE PHONES have completely changed the way we manage our lives. It’s estimated by 2020, nearly 80 per cent of the world adult population will own a smartphone. The hair and beauty industry is highly fragmented, but even now, the vast majority of salons still do bookings with pen and paper.

We use our phones to check emails, make dinner reservations, book taxis, so why can’t we book our hair and beauty online? Spas and salons have been very slow to adopt this technology. The beginning of 2015 saw the number of global mobile internet users overtake the number of desktop users.* As a result, the current trend for mobile browsing among consumers is the highest it has ever been, with predictions that the number of people purchasing products via mobile will increase sharply over the next few years.

Despite this, the beauty industry has held onto outdated methods for bookings.

At Wahanda we quickly realised the future lies in

mobile, and we recently acquired Lemonlabs, a mobile app development consultancy. The growth of our mobile platform has been four times faster than our desktop business during the same period, and one recent weekend saw 64 per cent of our bookings made by mobile.

In the past year we have released four apps, including Wahanda Connect for our suppliers, which allows salon owners to manage their business from their pocket. The salons taking advantage of mobile platforms and opening up their bookings to provide real time availability are reaping the benefits, with up to 60 per cent more bookings than salons who don’t.

However, mobile apps aren’t necessarily right for every one.

Before building an app, salons should look carefully at the pros and cons and remember apps that have been downloaded and not used are, on average, deleted after three weeks.

Lopo Champalimaud is founder and chief executive of Wahanda

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