Creative HEAD June 2015

£4.50 JUNE 2015

In print•online•everywhere!

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All mine Bespoke blonde, bigger business

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, t is r u lo o c y m f o s d n a In t he h I’m not just a blonde.

I AM MY BLONDE essionnel created by L’Oreal Pr of

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Make your

BLONDE

AMBITION

come true

Working in partnership with leading UK colourists, L’Oréal Professionnel has developed a definitive guide for women who want to find their signature blonde. With exciting new innovations, the brand has created a collection of technique-led services to empower the colourist and deliver the blonde ambitions of every client.

MEET THE CREATIVE COLOURISTS WHO PARTNERED WITH L’ORÉAL PROFESSIONNEL

Adam Reed, creative director, Percy & Reed

Jaclyn Smith, creative director, Jo Hansford Carolyn Newman, colour director, Charles Worthington

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Siobhan Jones, colour ambassador, Headmasters Mario Charalambous, technical director, Richard Ward Hair & Metrospa

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As bl onde

as can be When clients want their blonde to be bold, this service offers platinum perfection with the cleanest and most reflective finish.

“This is not for faint-hearted clients.

What’s great about L’Oréal Professionnel Blond Studio is you can deliver ultimate lightening while respecting the hair’s condition” CAROLYN NEWMAN, CHARLES WORTHINGTON

Lady luxe

Think of this as couture colour. Expert freehand techniques are used to merge lighter tones with your client’s natural shades, resulting in expensive-looking locks that money really can buy.

“This look is seamless. L’Oréal Professionnel Blond Studio Freehand Powder gives ease and creativity to create personalised colour” ADAM REED, PERCY & REED

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CR EATIV E HE AD PR OM OT ION

Livtheing High life Perfect for loyal blondes and first-time highlighters, this modern foil technique offers personalised colour placement that glistens in all the right places.

“I wanted to show that highlights can be current and still be low maintenance, healthy and fabulous” SIOBHAN JONES, HEADMASTERS

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Tinwo weeks

LA

Whether your client wants the subtle face-framing lights of an LA road trip or locks bathed in sun from the French Riviera, the L’Oréal Professionnel Blond Studio Lightening Oil will take you there in first class style.

“To create this look, I used the L’Oréal Professionnel Blond Studio Lightening Oil. It lifts up the hair like you’ve been on the beach for a week. It looks glamorous and gorgeous” MARIO CHARALAMBOUS, RICHARD WARD HAIR & METROSPA

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CR EATIV E HE AD PR OM OT ION

e d n o l b g Br i n

into the light Create your own bespoke blondes with the new L’Oréal Professionnel Blond Studio range STAR PRODUCT Lightening Oil

STAR PRODUCT

Ammonia-free fromula.

Lifts up to two levels.

Gives a sun-kissed effect.

Freehand Powder Lifts up to six levels.

Thick texture, ideal for freehand techniques.

Platinum Ammonia-Free Luxurious paste lifts up to seven levels and provides ultimate care for the hair fibre.

Multi-Techniques Powder Lifts up to eight levels.

Multi-purpose formula perfect for all techniques.

Majimèches Highlighting Cream and Powder Ammonia-free service lifts up to five levels. For honey, caramel results.

Platinium Plus Luxurious paste lifts up to seven levels and provides care for the hair fibre.

Post Lightening Shampoo Stops the action of lightening products and protects the integrity of the hair fibre.

Be part of the blonde revolution, contact your L’Oréal Professionnel account manager, call 0845 600 0122 or visit lorealprofessionnel.co.uk. Keep up-to-date on Twitter @lorealprofuk and on Facebook at /lorealprofessionnel.uk

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B lonotndase byouut

know it

Let clients experience a taste of the blonde life with the ultra-chic, supermodel-worthy ‘bronde’. A stunning choice for darker hair, it flawlessly merges cool browns and blonde tones.

“This service will suit any hair base. It is a combination of new L’Oréal Professionnel Majirel High Lift shadowed with darker Majirel shades, which gives an illusion of depth to the hair” JACLYN SMITH, JO HANSFORD

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19/05/2015 10:35

WANT TO SPEND THE NIGHT WITH ME? SAM MCKNIGHT RETURNS TO THE COTERIE VISIT CREATIVEHEADMAG.COM/THECOTERIE OR TURN TO PAGE 43

Aveda Creative Head Ad - Left Hand Side Page Trim size: 220mmx285mm (width x height)

THE ENLIGHTENED WAY TO A PERFECT BLONDE NEW enlightener ™ blonde finish protective toners Create the perfect blonde finish in five minutes. Our 96% naturally derived* gel-creme toner illuminates and perfects blonde, while our signature blend of protective plant oils — certified organic sunflower, castor and jojoba — conditions for shine.

SEEK ENLIGHTENMENT call 0870 192 5650 · aveda.co.uk/grow *From plants, non-petroleum minerals or water. Learn more at aveda.co.uk

Aveda Creative Head Ad - Right Hand Side Page Trim size: 220mmx285mm (width x height)

a

ŠAveda Corp.

S I R I A H R E M SUM R U O H T I W T E SUGAR SWE N O I T I D E D E T I LIM CANDY FLOSS H S U R B R I A H DETANGLING

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Telephone: 020 7274 6128

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“A ONE-STEP BLONDE THAT WILL BLOW YOU AWAY.” --

Paul Scully

GOLDWELL AMBASSADOR UNITED KINGDOM --

NEW SILKLIFT CONTROL Discover our breakthrough blonde innovation – powerful lift and tone control in just one step. For a predictable, clear and neutral blonde with up to 7 levels of lift plus controlling pigments, even on pre-colored hair and darker bases such as level 5–8.

Find out more about the Perfect Beauty Service Collection: inspiring looks for your clients that will help you grow your business.

GOLDWELL.com

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09/04/2015 11:18

GO MOBILE LET CLIENTS BOOK WITH YOU ON THE MOVE 24/7 Over 40% of appointments booked on Wahanda are now through a mobile device 60% of these are made outside of business hours

MOBILE BENEFITS FOR CLIENTS Private and intimate Location aware Last minute bookings Discover local salons on the move

SALONS ON THE GO The Wahanda Connect mobile app for iPhone and Android is also the fastest growing platform on Wahanda for managing your salon's diary.

Download the free app and make managing your day easier than ever before Join Wahanda today and get a free phone consultation with one of our experts on how to optimise your Wahanda listing to boost more bookings.

Email join@wahanda.com

COMING SOON The Wahanda Business Academy will be opening its doors to support salons with all their training needs.

Topics will range from stock management to marketing and customer retention. Please register your interest to academy@wahanda.com

Editor’s letter

106 74 64 JOIN US!

For all the artistic and creative passion that drives hairdressers, the ones who own or run businesses need to focus on the bottom line, too.

In this issue, we ask salon managers, owners and industry experts to share their top tips on how to make, save and spend money (page 74). From price list reviews to a push on blonde business, it’s a practical guide that will help you maximise your salon’s returns. A fantastic opportunity can be found with your more mature clients, too. On page 82, we look at how salons and brands are making women over the age of 40 more visible in marketing and photographic work to appeal to what has been proven as a more loyal (and high spending) demographic, while Andrew Barton, Mr 10 Years Younger, shares his top tips on what not to do with women of a certain age. After all, old is the new gold…

Amanda Nottage Editor

Winner, Trade/B2B Beauty/Grooming Journalist of the Year

amanda@alfol.co.uk Creative HEAD Magazine

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creativeheadmag.com Creative HEAD Magazine App

Have you signed up to the Big Hair Do? Taking place in 100 salons on 24 September, it’s the biggest ever hair party to hit the UK! Read more on page 17. Good luck to everybody who’s entered Most Wanted and The It List – finalists will be announced on creativeheadmag.com on 16 and 17 June.

Meanwhile, beat the rush and buy your Grand Final tickets NOW! Held at the Natural History Museum on 7 September, it’s hosted by Jack Whitehall. Call 01434 610940.

Finally, Most Wanted Legend Sam McKnight is talking exclusively at The Coterie in Edinburgh on 13 July. Unmissable! Book tickets at creativeheadmag.com/store (members go free).

@creativeheadmag @creativeheadmag

15/05/2015 11:46

W E’R E NOT JUST E X PER T S AT BROW S

NOW AVA I L A BLE TO R E TA I L I N YOU R S A L ON Stock the capsule collection of 80 brow, eye, skin and lip essentials. Contact us to arrange your personal Salon Team visit today.

084 4 801 30 63 | hdbrows.com

June

WHAT’S INSIDE 90

RENAISSANCE MAN

Richard Ashforth is growing his international SACO brand one underground pop-up at a time

ON THE COVER Blond Studio from L’Oréal Professionnel

82

44

OLD IS GOLD

SCENE

How you can keep older clients looking and feeling great – and coming back for more!

Wella Professionals rocks the nation on the TVA tour

EDITOR

CHIEF SUB EDITOR

AMANDA NOTTAGE

ADAM WOOD

Creative HEAD 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.

DIGITAL PR & SOCIAL MEDIA MANAGER ALISON ROWLEY

DEPUTY EDITOR

EDITORIAL INTERN

BETH DAVIE

ANNA SAMSON

CLASSIFIED EXECUTIVE

ART DIRECTOR

ADVERTISING

NICK JABBAL

LAURA TUCKER LEWIS TUCKER

SPECIAL PROJECTS MANAGER JOANNA ANDERSEN

PUBLISHER

ART GRAEME WHITE

creativeheadmag.com

14_JuneContents .indd 1

DAVID HAMMOND

CATHERINE HANDCOCK

Creative HEAD Magazine

WRITE TO US AT: Creative HEAD, 21 The Timberyard, Drysdale Street, London, N1 6ND 020 7324 7540 enquiries@headmag.co.uk

@creativeheadmag

Creative HEAD is published 10 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

@creativeheadmag

20/05/2015 11:27

JOICO HAIR SHAKE™ Shake your style

new

• Rich-yet-airy texture and lift • Touchable, Joico Laboratories Europe B.V. Grasbeemd 4 5705 DG Helmond The Netherlands www.joicoeurope.com JOICO Hair Shake adv_UK_220x285.indd 1

moldable, layerable styling grip • Dramatic volume & fullness

TEXTURIZE, VOLUMIZE, DRAMATIZE with groundbreaking liquid-to-powder texturing technology New JOICO Hair Shake is available in salons across the UK in June. For more information call 0845 071 2326.

19/05/2015 13:42

Quote Creative Head to receive ÂŁ25 off your membership before 3 30th June 2015 *terms and conditions apply

To find out why it pays to join the NHF Call us on: 01234 831965 or email us: enquiries@nhf.info www.nhf.info

The edit THE NEWS AND KNOW-HOW FROM YOUR INDUSTRY

U YO TO

B

LA YE

RED

O N LIN

E.CO M

With It List It Girl 2014, Ashleigh Hodges

B RO U G H T Y

BIG HAIR DO!

BAG YOUR PLACE AT BIG HAIR DO

EVERYBODY’S TALKING about Big Hair Do – a unique new nationwide event presented

by Creative HEAD and Layered. On Thursday 24th September this year, 100 salons around the UK will welcome consumers through their doors for a few hours of fun, education, product testing, DIYs and stylist expertise. For guests, it’s an awesome chance to update their look, meet your team, be blown away by their skills and leave with a ton of new hair ideas and a bag filled with products. For salons, it’s a retail opportunity like no other, but see it also as a chance to raise your profile both locally and nationally through publicity on Layered and pages of coverage in Creative HEAD. Want to join the party? It costs £75 to register your salon – but hurry, places are going fast.

Sign up now at creativeheadmag.com/store.

Jack’s back!

TICKETS ARE NOW ON SALE for this year’s Most Wanted and It List Grand Final, taking place on Monday 7 September at the world-famous Natural History Museum in London. Hosted for the second year running by the brilliant Jack Whitehall, and celebrating Most Wanted’s 15th birthday, get set for an awe-inspiring occasion packed with stylish people and buzzing with excitement as Creative HEAD reveals its stars of 2015.

Don’t hang about – book now! See page 46 for ticket details.

THERE’S SOMETHING about a mini that’s simply marvellous – put them in a chic accessory and it’s client catnip! That’s why the Jetpacks from KMS California are summer salon essentials that’ll rev up your retail.

CREATIVE HEAD

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#CHedit MY month

WAHANDA GOES BACK TO SCHOOL

AHEAD What June has in store for...

JASON MILLER CHARLIE MILLER

We will be showing our passion for intricate couture hair styling as one of the four hair shows at the 60th anniversary of the L’Oréal Colour Trophy Grand Final. Then our top colourist, Amber Lennie, and I, will be off to Portugal to present a masterclass in cutting and colouring for L’Oréal Professionnel.

WAHANDA IS LAUNCHING The Wahanda Academy to offer expert training on sales and marketing as well as key areas of salon business. Free seminars will be run twice a week in cities throughout the UK, which will not only explain how to get the most out of Wahanda and its salon software, Connect, but also wider platforms including social

media and brand building. There will also be an online academy to allow salons and spas access to information and training at times that suit them, through videos, tutorials and webinars. The Academy will be led by Valerie Delforge, who has 25 years of experience in the beauty industry with brands such as Clarins, Steiner London and Urban Retreat in Harrods.

NIKKI GALLMORE SALON SHADES

This month I’m back at London: Collections Men with Fudge Professional. I love hair and fashion, so mixing the two together is perfect.

It’s always such a buzz to be among that much creativity and I leave feeling so inspired.

This season I’ll be back at the ‘The Fudge Fix’ pop-up salon with the other ambassadors.

JAMES GALVIN DANIEL GALVIN

We have just taken over a hair business which I can’t say too much about right now but it will keep us very busy! At the L’Oréal Colour Trophy we will be presenting a model coloured by colour director Tej Sami, and I’ll be judging the Most Wanted Awards just before we open our new Kensington salon.

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MAHMOOD MAKES MOVE

Former Sassoon and Allilon Academy stylist Jay Mahmood has been unveiled as Goldwell’s global artistic ambassador for haircutting.

Jay will be based at Goldwell’s London Academy, and will be responsible for developing collections and education.

JORDAN IS THE FUTURE

Schwarzkopf Professionals’ Shaping Futures initiative is now focused on Jordan, with UK ambassador Janet Maitland supported by a new UK team to help orphans and abandoned youngsters start a new life in the Middle Eastern kingdom.

SEBASTIAN GETS ANGELO

Most Wanted Business Thinker winner 2014, Angelo Vallillo, is the newest member of Sebastian Professional’s international artist team. The Zullo & Holland director will represent the brand globally at customer events, shows, trainings and seminars.

Meet the EIMI team FOLLOWING THE LAUNCH of Wella Professionals’ new EIMI styling range, the brand has revealed its own Style Team. Pictured from left: Harriett Calvert from Nicky Clarke, Soul Hair’s Tom Wright, HOB Salons’ Nestor Sanchez Gomez; Natasha Dalziel from Cheynes and Rudi Rizzo from Sanrizz form the team, which made its debut at the regional finals of the TrendVision Award. The team was on stage across the UK to present their take on style, alongside shows from Sassoon Academy and D&J Ambrose. To see more, turn to page 44.

CREATIVE HEAD

20/05/2015 11:30

* while stocks last

DESIGNER SUNGLASSES

FREE WITH ANY 2 LABEL.M PRODUCTS Bringing global fashion trends to your salons and clients every season.

DESIGNED BY US, STYLED BY YOU For more information call 01753 612 090 or contact your Key Account Manager www.labelm.com /labelmUK

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@ labelmUK

/labelmUK

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15/05/2015 13:49

#CHedit WIN the revamped Osmo line-up now! Go to creativeheadmag.com

Help heal hair with the latest Healing Oil goodies from L’Anza – cuticle-bonding Combing Cream and lightweight styler Cream Gel.

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

SALON PRICE £41.65 (+VAT) 01794 527111 affinage.com

RRP £32.95 EACH 01296 612062 lanza-hair.co.uk

With a modern makeover and revamped products, Osmo is dressed to impress. Clients will love new Blinding Shine Illuminating Mask.

RRP FROM £7.95

SALES@OSMO.UK.COM osmo.uk.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 £18.50

0845 034 0770 unitehair.co.uk

COLOUR CLOSE-UP

In the US, colourists and clients alike have been giddy over the launch of Olaplex, so what is it exactly? Put simply, it’s a colour upgrade that helps stop damage to the hair by chemical treatments.

We don’t say this lightly, but this three-part system is a game changer that could pull more clients into salons for services, and away from that box colour.

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

0800 781 0936 balmainhair.com

IN-SALON SERVICE 0845 077 3277 olaplex.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 020 8965 3777 cinderellahair.co.uk

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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 £14.35 020 3301 5449 davines.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!

RRP £16.50 EACH SALES@FBILONDON.CO.UK fbilondon.co.uk

CREATIVE HEAD

20/05/2015 11:31

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 0845 600 0122 lorealprofessionnel.co.uk

WE 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.

RRP FROM £11.95 0844 844 0944 tigiprofessional.com

CREATIVE HEAD

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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 designed specifically for UK clients. 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 020 8762 4121 redken.co.uk

SUMMER!

WIN milk_shake goodies online now!

Go to creativeheadmag.com

Packed with natural ingredients, vitamins, UV filters and organic oils, milk_shake’s sun&more range is ideal for packing alongside flip-flops and the obligatory airport paperback.

RRP FROM £13.99 01392 365177 milkshakehaircare.co.uk

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GREED IS

GOOD!

GET A FREE SUBSCRIPTION TO THE CREATIVE HEAD IPAD EDITION. SIGN UP NOW FOR ALL YOUR FAVOURITE CONTENT, PLUS VIDEOS AND EXCLUSIVE COMPETITIONS!

IT’S OKAY TO WANT MORE FROM LIFE. THAT’S WHY IF YOU DOWNLOAD THE IPAD ISSUE OF CREATIVE HEAD, YOU CAN ACCESS EXCLUSIVE GIVEAWAYS FROM LEADING SALON PROFESSIONAL BRANDS.

Want to try the new EIMI styling range from Wella Professionals?

We have the entire line-up to give away, and five bags of goodies for runners-up too!

How about getting your hands on the new 3D styling range from Nioxin? We have the entire set to give away, and five bags of goodies for runners-up, because that’s how we roll.

VISIT CREATIVEHEADMAG.COM/IPAD NOW TO SIGN UP FOR YOUR FREE IPAD EDITION

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20/05/2015 11:35

creativeheadmag.com/shop

WANT IT? SHOP IT! CREATIVEHEADMAG.COM BRINGS YOU EXCLUSIVE BRANDS, THE BEST DEALS AND THE CAN’T-LIVE-WITHOUT ESSENTIALS. WHAT’S IN YOUR BASKET? POWERED BY

FRAMESI COLOR METHOD ULTRA VIOLET SHAMPOO

EVO FABULOSO PLATINUM

L’ORÉAL PROFESSIONNEL MAJIREL HIGH LIFT

A gentle shampoo specifically formulated for highlighted and grey hair to remove yellow tones.

Fabuloso colour intensifying conditioners deliver an instant hair colour hit with a nourishing treatment.

For the coolest blonde shades tailormade by the colourist, these five shades are bright and shimmering.

BUY IT! £5 SELL IT! £10

BUY IT! £11.50 SELL IT! £23

BUY IT! £6.85 each BUY 10 get one free*

NXT BLONDES

HAIRBOND SEA SALT SPRAY

LIFE COLOR BLEACHING POWDER

With nine Ultra High Lift shades, all of your blondes are covered – and deeply nourished.

Get a sexy, dishevelled texture while protecting hair with an anti-humidity shield.

The high quality ingredients guarantee excellent results, with up to six levels of lift.

BUY IT! 12 or more for £4.27 each

BUY IT! £7.50 SELL IT! £14.49

BUY IT! £6.50

All prices exclude VAT. *Applicable as part of the L’Oréal Professionnel loyalty scheme

Blondes

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#CHedit

ghd platinum BIG IDEA

IT’S A TRUTH universally acknowledged that heat and styling tools cause heat damage to hair, yes? Well, prepare to be stunned with the fact that those innovative boffins at ghd can now scientifically prove that using safer-for-hair heat (technically, that’s 185°C) can make hair healthier, stronger and shinier. So welcome the new ghd platinum – an evolution of the groundbreaking Eclipse – this new styler reduces breakage by more than 50 per cent, ups the shine factor by 20 per cent, and is kinder to your clients’ hair colour, all while using its patented tri-zone technology to constantly maintain that perfect temperature. Oh, and it has a new super-efficient wishbone hinge design that ensures a smoother glide and better finish, so consumers should find it easier to use and see a sleeker finish (there’s no ‘yawing’, where plates can meet awkwardly and slide vertically against each other, causing slippage). Impressed? We think your clients will be dazzled by a bit of platinum…

The ghd platinum is priced at £165 (RRP).

For more details, call 0845 330 1133 or visit ghd.com

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CREATIVE HEAD

20/05/2015 11:36

blondes have more fun

@chillukhair

chillukhair

www.chill.uk.com

chillukhair

THE BUSINESS EDIT HOW CAN SALONS FIGHT THE THREAT OF CHEAPER PRODUCTS ONLINE?

FROM INSIDE

THE SALON

PHIL JACKSON

BRAVO HAIRDRESSING I’ve worked really hard on building a new client package. It’s not optional: all of our new customers get an extended one hour appointment, an in-salon conditioning treatment, a cut and finish, a £10 voucher against their next appointment and a styling product to take home. It represents great value and it means my salon is one of the only ones I know that charges new clients more than their regulars. It sets up the client as a retail client from the first visit, maybe introducing her to professional products for the first time. Additionally, it provides a great opener for the second visit: “How did you get on with that product last time?” I also make a promise to my customers: if we don’t tell you about the products we use on your hair today, you can take them home for free. It’s written on the mirror in front of them so they are actually waiting to be told about retail and my staff recommend products every time.

IT’S A COMMON COMPLAINT – you suggest the perfect professional products to your clients, they take the details and then search for it online (often while still in your chair) to save a few pounds. Consumers love a bargain, so how can salons entice them to buy from the salon instead?

“The key point of difference salons have is the expertise they offer in comparison with online sites,” says Nick Wood, president of Goldwell and KMS California in the UK and Ireland. Nick also suggests the personal touch is best – why not send a text after four weeks asking if they’ve run out of shampoo? Do they need another – you can post it out or they can pick it up from the salon?

“Our job is to excite the client about the product, make them want to use it now, not in three or four days’ time when it comes through the post,” admits Kain Lawrence, director of communication at Q Hair and Beauty.

Indeed, play on instant gratification. Jared Trombetta, president of hair brand Unite, says: “Salons need to highlight the convenience and benefits of purchasing at the salon. Take advantage of promotions offered by the brands you carry. They can add tremendous value. We offer free samples at different times throughout the year.”

Xavier Berrell, general manager at product line milk_shake, has taken a strong stand.

“We believe that the cheap sale of hair products online is a major disservice to salons,” he states. “We won’t supply any other online retailer and we use our own site to encourage consumers who buy a product to find their nearest salon via our Premier salon programme.” Online buyers receive an email recommending they make their next purchase from a local Premier salon, and milk_shake can personalise this with offers from that salon.

Another approach is to join your competitors online. With Shopify, you can create your own e-commerce website. “You can make the recommendation in salon, they purchase from you, and then when they run out, they know they can buy from you online and have it delivered,” adds Kain. “They trust you, the stylist, and the business and it means they don’t have to make a specific visit to the salon just to buy that product.”

It pays to put yourself in your clients’ shoes, too. “Remove yourself from your business and picture what you would do in that situation – how could you be persuaded to spend those extra pounds there and then?” adds Kain.

“Track yourself when you make your next purchase: what are your habits, your team’s?

You’re never going to get everyone to buy from you, but if you could convert 10 per cent to spend in-store rather than online, the bottom line is going to be a much nicer figure!”

REVOLVING & NON-REVOLVING

BARBER POLES Dexter sized inners and Neckwool Urns, etc All major credit cards accepted I.T.S 40

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Tel/Fax/Ans/: 01217 443224

●

Mob 07973 410175

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www.barberspole.com

CREATIVE HEAD

20/05/2015 11:57

T H E

M AG I C

TOUCH Introducing the world’s first automatic Iron from Cloud Nine

To become a stockist please call: 0845 2003563 /CLOUDNINEHAIR @CLOUDNINEC9

@CLOUDNINEC9 /CLOUDNINEHAIR

www.cloudninehair.com

#BusinessEdit

LIFE LESSONS

A VERY PRIME LOCATION ENSURE YOUR WINDOWS ARE EARNING THEIR RENT, ADVISES KEN WEST KEN WEST IS DIRECTOR OF BUSINESS EXPERTS 3•6•5

ANDREW DALE FOUNDER, UNITE

Take care of your health.

Hairdressing takes a toll on your body – long hours on your feet, cutting, blow-drying and so on.

Take the time to add exercise to your routine.

Give back to the community. My charity passions are dogs and children – the ‘voiceless’.

It not only makes a big impact on the community, but it also makes you feel great.

Be honest – with yourself and others. This has led me to use the term ‘honest evaluation’ in assessing salon and business practices.

Experience the variety of life. It’s good to have a mentor, but it’s also great to get out and have your own experiences.

BECAUSE OF THE WAY that the rental of shops is calculated with Zone A –the first 6m from your frontage or shop window – being the most expensive, it never ceases to amaze me how many salons fail to make the most of this prime area.

Look at major retailers and the creativity and marketing expertise they put into their use of their windows – why is it that some salons still place waiting chairs and pot plants into this highly desirable and expensive retail zone? If you sell chairs, settees and pot plants then place price tags on them and leave them on display, but if you don’t then think again.

Use this premium square footage for one of two purposes: to display goods that you have for sale or to promote or market services that you provide. Most manufacturers will offer advice and guidance on how to display the products that you have chosen to retail.

The challenge with merely placing shelves of products in a window is that they soon lose their ‘kerb appeal’ and fail to grab the attention of passers-by. This is where the

H A I R ,

true art of window dressing comes into play.

Using props mixed with strategically placed products to create an attention-grabbing display will have a much greater chance of making people stop and look into your window. Thinking out of the box here can have a massive effect. Tie your displays to seasons or events: Royal babies, Spring flowers, Royal Ascot, Wimbledon, London Fashion Week or anything you can think of.

I know of one salon that wished to promote a newly created ‘man zone’ in their salon and incorporated into their window display a retro motor scooter beautifully liveried in the colours and branding of a range of men’s products. I also regularly drive out of my way to see one particular salon’s windows, as it always creates beautiful, simple to produce but amazingly eye-catching displays every four weeks so that clients rarely see the same window twice.

Get your prime square footage working for you and next month we will consider the use of in-salon seasonal offers to boost your sales.

I N C .

Have a hobby. You need to have a balance. It takes your mind off things so you come back re-energised.

Stay away from bad energy. Spend as little time as possible around it; get away as quickly as you can!

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WANT TO ASK KEN A QUESTION? Email him directly on KenW@365Hair.com

CREATIVE HEAD

15/05/2015 12:35

0800 781 0936 www.balmainhair.com/ukwebshop @balmainhairuk

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13/05/2015 13:22

#BusinessEdit

ADVICE ON SHARED PARENTAL LEAVE The NHF is advising salon owners to draw up and put in place specific plans for how staff can apply for and take shared parental leave. New rules came into force in April that mean expectant parents can now share parental leave for the first year after their baby is born.

The Federation has created a factsheet to help members understand and manage the change but is advising salons that it also makes sense to have a proper policy in place, both to help them understand how it all works and to explain it to staff.

Before the change mothers were entitled to 52 weeks of maternity leave, and 39 weeks of statutory maternity pay, but under the new rules for any child born after 5 April, the leave – now just called parental leave – can be shared. The move is intended to give mothers the flexibility to get back to work earlier if they wish, and to allow fathers to have more time with their baby.

TIPPING CODE OF PRACTICE Salons are being urged to sign up to the government’s tipping Code of Best Practice as a way to show HM Revenue & Customs they are completely sticking to the letter of the law when it comes to managing tips. The government in March published research that indicated there were strong suspicions some salons are still using tips to ‘top up’ the pay of their apprentices to the minimum wage, despite this having been illegal since 2009. The code sets out basic voluntary measures businesses which sign up commit themselves to meet. These include four key ‘principles of transparency’, such as displaying clearly their policy relating to tips and that they will clearly communicate to clients and staff exactly how tips are collected and distributed. The code also recommends information on tipping should be clear and easily visible.

Wi Fi

TECHNOLOGY ‘CHANGING THE SALON FOREVER’ TECHNOLOGY SUCH AS TABLETS, apps, in-salon TVs and free WiFi is changing the salon client experience, an NHF survey has found. WiFi was the most common technology now offered by salons (nearly 84 per cent), followed by tablets (36 per cent), in-salon TV screens (23 per cent) and DVD players or screens (11 per cent).

And more than half (52 per cent) of members said they were planning to invest in new technology in the coming 12 months. Two thirds said access to technology was now “very important” to the client experience, with 95 per cent believing this would only become even more so in the future. As one member put it: “The screen will become the ‘silent salesman’ – product and trend information without the sales pitch.” Nearly 86 per cent of salons surveyed reported communication with clients by SMS, push messaging, social media and email was increasing, too. Clients increasingly wanted, and expected, to be able to access WiFi from the salon. Clients also increasingly expected to be able to communicate with their salon online or via text or through an app on their phone. Innovations such as being able to watch TV or streamed videos or content from the chair were still relatively uncommon, with just 16 per cent of salons saying clients increasingly expected this. But the numbers were increasing all the time. It was the same with in-chair e-readers, with nearly 12 per cent of salons reporting this was a growing trend.

NHF extends pension provision

THE NHF IS opening up its salon pension scheme to non-members. The move means the pension scheme, launched last autumn, will become one of the key tools for salons to use to meet their responsibilities under pensions auto-enrolment. Pensions auto-enrolment is the change in the law that means all businesses, however small, will have to offer their staff access to a company pension, as well as make contributions into it. The process is being introduced gradually, through a process of ‘staging dates’ based on the number of employees on a payroll. For most small employers (or those employing fewer than 30 employees) this will mean a staging date somewhere between this coming November and 2017.

However, as it can take up to a year to put in place everything that’s needed to get a pension started, both the NHF and The Pensions Regulator are urging salons to prepare for this change now. The maximum penalty for a business that fails to set up and pay into an employee pension when it should is £50,000. The NHF’s scheme has been created specifically for salons, full details can be found at nhfpensions.co.uk.

To find out more information and how to join the NHF, call 01234 831965 or visit nhf.info 30

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CREATIVE HEAD

15/05/2015 12:37

Perfection, refined.

Head Office / London Showroom: T: +44 (0)20 7515 0333 E: hairdressing@takara.co.uk

#tbuk www.takarahairdressing.co.uk

Adria II

#BusinessEdit BUSINESS

barometer

FUTURE PROOFING YOUR SALON

AS A MANAGER or owner of a business, you know you need to ‘future proof’ it – ensure there is the talent coming in to safeguard its future. Often, that means it’s the junior staff and apprentices that you invest so much of your time and effort into. Yet with the government making it clear that it wants employers to pay some of the costs of apprenticeship training, there’s potentially a greater burden facing many salons in sourcing tomorrow’s stylists and technicians.

However, the majority of the panel said changes to funding wouldn’t put them off, but some are treading more carefully. “We’re willing to keep offering apprenticeships, but it’s a case of finding someone who is perfect now – our criteria have changed dramatically,” admits Anne Pileggi from Hairworks in Swindon. “We would rather take on no-one than give someone a chance if they’re not exactly what we’re looking for.”

Obviously, there are college-trained stylists working through their NVQs, but across the board, the panel felt that NVQs were not delivering salon-ready staff.

“NVQs need to be harder,” states Gary Farr from Anthony James in Halifax.

“Some of the kids that come for a job thinking they are qualified get a shock.”

88%

ONLY

SAID PLANNED GOVERNMENT CHANGES WOULD NOT PREVENT THEM OFFERING APPRENTICESHIPS

16% OF RESPONDENTS SAID COLLEGE GRADUATES MET THEIR SALON’S SKILLS STANDARDS

83%

BELIEVED NVQS ARE NOT SUBSTANTIAL ENOUGH

RENTICES ON 77% OF OUR SALON PANEL HAD APP D TWO OR MORE THE BOOKS AND OF THESE, 71% HA

APRIL 2015 How was business in April 2015 compared with March 2015?

STEADY

DECLINING STEADY

How was business in April 2015 compared with April 2014?

6%

11%

DECLINING

6%

11%

GROWING

78%

32

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GROWING

88%

Top tips PAVE THE WAY I STARTED MY CAREER in the industry with an apprenticeship and I am a great believer that this is a beneficial route to taking those first steps to that dream job. When recruiting for a fresh junior stylist, salons are often presented with the question of taking on an apprentice, so I wanted to discuss the benefits of bringing this sort of young talent to your own team.

Apprenticeships are all about developing talent from within, allowing you to train and mould your young employees so that they can become the perfect fit for your business. During this time there are often a variety of jobs that the apprentice undertakes, such as assisting with reception duties to shampooing clients and maintaining salon cleanliness. But do remember that apprentices are not just there to clean, they are there to learn. If you want your apprentice to become an active member of your staff, you must work to get them using their practical skills. Encourage them to watch, train on blocks and bring in models as often as possible. Apprentices are a reflection of their salon and they are only as good as the salon allows them to be.

In return for nurturing this young talent, you should expect to receive a staff member that is loyal, hardworking and – once qualified – should be capable of running their own columns of clients. There has never been a more appealing time to take on an apprentice. So remember, give your apprentice the best and expect nothing less in return.

Gregory Saunders, salon and spa consultant at Premier Software

Methodology: survey conducted by Independent Survey Solutions in a poll of 50 salons employing four or more staff and spread geographically across the UK

YOUR EXCLUSIVE SNAPSHOT INTO UK SALON PERFORMANCE, IN ASSOCIATION WITH PREMIER SOFTWARE

CREATIVE HEAD

19/05/2015 10:57

CR EATIV E HE AD PR OM OT ION

Reinvent your salon consultation

How can you encourage your clients to change their colour and keep them loyal?

Try the new L’Oréal Professionnel Colour Consultation app

STYLISTS DON’T USUALLY have the time to propose a completely new look during the consultation – even if the client would like one. That’s why, more often than not, they end up with ‘the usual’. So what if you could not only suggest a new colour look but actually show the client what they would look like, too? Split into three easy stages, the L’Oréal Colour Consultation app aims to inspire your clients to go for the hair they’ve always wanted.

Step 1 First, the app inspires with a look book. Share new style ideas with your client using the inspiration gallery.

Step 2 The consultation feature prompts you to take into consideration the client’s hair and eye colour, complexion and amount of white hair. You can then show her a colour universe that is based on her natural colouring.

Step 3 Finally, an innovative ‘selfie’ feature allows your client to ‘try on’ the hair colour before you apply it. A truly modern, interactive experience!

To discover how to download the app, contact your L’Oréal Professionnel account manager, call 0845 600 0122, or visit lorealprofessionel.co.uk CREATIVE HEAD

33_L'Oreal June (White background).indd 1

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19/05/2015 10:59

COLOUR

!

T I T LIF

DECODE D This issue Lesley and Stephen delve into the world of going blonde. From high lift tints to bleaching and toning, discover how to create the perfect blonde whilst maximising your business potential.

Exclusively in Creative HEAD, Colour Decoded is set to crack the colour code. The dynamic duo of Schwarzkopf Professional’s Global Colour Ambassador Lesley Jennison and Head of Education and Events Stephen McDowell are on hand to guide you through all things colour for 2015. With helpful hints and tips from our colour gurus in partnership with Schwarzkopf’s leading trend collections and product innovation, Colour Decoded is guaranteed to arm you with all the information you need to be on trend and deliver every client’s dream colour.

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Stephen McDowell As head of technical for Schwarzkopf Professional, Stephen is the creative force responsible for training, inspiring and educating stylists across the UK and Ireland.

Lesley Jennison Her radical vision and flair for colour took her from Vidal Sassoon apprenticeship to global recognition and has made her the ‘go to’ name on every celebrity’s lips for unsurpassed colour genius.

19/05/2015 08:34

With BlondMe you can maximise your business potential by offering a personalised blonde service for each and every client.

HIGH LIFTING SHADES Within the BlondMe range there are 6 highlifting shades, 3 of which will cover 100% white hair. Each beautiful blonde shade has a different tonal direction meaning that multi tonal effects can be created with just this brand alone.

In addition to the incredible shine which can be seen on every application, an improved lifting performance can also be achieved. The addition of oil in the 12% developer ensures every blonde client will leave your salon with the glossiest most lustrous blonde they’ve ever had!

LES LEY ’S TIP To achieve maximum lift from the highlifting shades, always mix with 12% developer. Remember; to get the best results, always mix and measure according to manufacturer’s instructions.

To maintain ultimate quality on virgin hair, apply BlondeMe Pre-Lift Kera Protector before any BlondMe lightening or colouration processes.

PREMIUM PERFORMANCE LIGHTENER Within the BlondMe range is the wonderful Premium Performance Lightener. This product delivers up to 9 levels of lift. The great thing about PPL is that a low volume of developer can be used to achieve even the lightest of blondes. Depending on the depth of the hair, we can now recommend

mixing with 2% which allows the lightening process to happen slowly.

As a result minimal disruption is caused to the hair structure.

LES LEY ’S TIP When working on virgin hair I always work with the classic virgin application technique. Firstly apply the product with 6% to the mid lengths and ends of the hair.

Once the hair has been pre-lightened to a mid-yellow, mix up fresh product with a 2% developer and apply to the root area.

Allow to develop until a pale yellow is achieved.. Constantly visually check during development time for your desired result.

Remember different textures of hair will lift differently and the temperature of the salon plus the heat of the scalp may affect the speed at which your bleach will develop. I always apply BlondMe PreLift Kera Protector to virgin hair, helping to maintain the best hair quality before, during and after the lightening process.

TONING

LES LEY ’S TIP Educate clients about bleaching and toning. Refreshing with a toner every 4 weeks helps maintain that freshly coloured look. Always develop toners according to manufacturer’s instructions, but remember, if the ends of the hair are slightly porous, apply the toner to the root and mid-length areas first. The shade you choose to tone the more porous ends may be different to the one used on the root area.

HOME MAINTENANCE LES LEY ’S TIP To keep clients’ blonde tones looking fresh at home, use one of the BlondMe shampoos. Cool Ice is great for neutralising unwanted warmth, and Rich Caramel keeps warmer tones looking vibrant.

Post lightening, BlondMe toners with their unique on trend tonal direction allow you to create any number of delicate shades to personalise your blondes for every client.

Prettiest of pastels? Not a problem.

Rosy blushes, we can do and of course soft buttery blondes can easily be recreated.

V I S I T U S AT S K P - E L I T E . C O M / C O L O U R - D E C O D E D

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19/05/2015 08:34

WHY COMPROMISE

WHEN YOU CAN

ALL? FOR THE WOMAN WHO DOESN’T KNOW HOW TO SETTLE FOR LESS, IT HAS TO BE THE NEW GHD PLATINUM STYLER

LIFE IS FULL of compromises but with the new ghd platinum styler, clients will no longer have to compromise when it comes to their hair.

They don’t need to use the hottest temperatures to get the look they want, no matter what type, length or colour they have.

And this is all beause the clever science bods at ghd’s Research & Development facility in Cambridge have created a new styler that reduces breakage by more than 50 per cent,* makes hair 20 per cent shinier** and is kinder to your clients’ hair colour.*** It’s time your clients discovered the no-compromise styler for their best hair yet…

Results based on tri-zone technology: *Versus a styler working at 230°C. **Versus unstyled hair. ***Two-times more colour integrity versus a styler working at 230°C.

HAVE IT

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“THE GHD PLATINUM STYLER IS A ONE-STROKE WONDER!”

ZOË IRWIN, GHD’S UK BRAND AMBASSADOR AND SESSION STYLIST, IS A FAN OF THE NEW STYLER AND HERE’S WHY YOU WILL BE, TOO

THE MYTH BUSTERS MYTH: YOU NEED TO TURN HEAT UP HIGH TO GET THE DESIRED LOOK FALSE – research shows styling at 185°C is the optimum temperature for any hair type.

The ghd platinum constantly maintains this temperature using patented tri-zone technology, exclusive to ghd.

MYTH: YOU NEED TO ADD EXTRA PRESSURE WHEN YOU HOLD THE STYLER FOR BETTER RESULTS FALSE – the ghd platinum styler features a wishbone hinge to give clients and stylists a controlled and smooth glide through the hair.

MYTH: IT TAKES HOURS TO STRAIGHTEN HAIR FALSE – styling at the optimum 185°C creates the best results with the least amount of effort. One stroke styling is all you need with ghd platinum.

38

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15/05/2015 12:42

WHAT THE CELEBRITY AND SESSION STYLIST SAYS…

*Versus a styler working at 230°C. **Versus untreated hair. ***two-times more colour integrity versus a styler working at 230°C.

GHD PLATINUM – THE BEST BITS ITS SAFER-FOR-HAIR HEAT The optimum 185°C heat is consistently maintained across the entire plate during styling thanks to ghd’s patented tri-zone technology, which uses three sensors in each plate. The sensors mean there’s no sudden surge or drop in temperature – both of which can be detrimental to hair health and styling results – delivering safer-for-hair heat from roots to ends, and it’s proven to be kinder to your hair colour.***

“The latest scientific research from ghd shows that ghd platinum gives great results and healthier hair by reducing breakage by more than 50 per cent,* making it 20 per cent more shiny,** and is kinder to your hair colour.*** It’s amazing,” says Zoë Irwin.

“The new design is great too,” she adds.

“Hairdressers know that even the best stylers can suffer from yawing, whereby the plates meet awkwardly and slide vertically against each other causing slippage. The new wishbone hinge design of the ghd platinum styler ensures a perfect fit that’s really stable, allowing for a completely smooth, controlled finish.”

IT CAN DELIVER BEST-EVER STYLING RESULTS IN ONE STROKE Styling at the optimum temperature creates incredible results with the least amount of effort, while the unique wishbone hinge ensures the plates are precisely aligned, meaning hair stays perfectly positioned throughout styling.

IT COMES WITH ALL THE THINGS YOUR CLIENTS ALREADY LOVE ABOUT GHD The ghd platinum comes with a heat-resistant plate guard, sleep mode so that the styler switches off after 30 minutes idle, and beautiful ergonomic design for ease of use.

For the client that doesn’t compromise, give them the new ghd platinum styler.

For more information contact your ghd account manager or call 0845 330 1133 39 83

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15/05/2015 12:42

Supporting hair & beauty professionals throughout the UK your

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• Everything you need – Over 5,000 carefully selected products, including leading suppliers and exclusive brands • Wherever you are – Over 250 stores nationwide, call 0845 601 4861 or shop online at salon-services.com • Offering you more – Offers and promotions including regular VAT free events

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YOU’LL ENJOY...

19/05/2015 10:46

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Bruce Masefield

D&J Ambrose EIMI Style Team EIMI Style Team

PASSING THROUGH EDINBURGH, Manchester, Nottingham and London (where we caught up with the tour), the Wella Professionals TrendVision Award Regional Heats are always some of the most creative nights on the calendar. Sassoon Academy showcased its S/S15 collection, The Group, while D&J Ambrose presented Wella Professionals’ A/W trends.

And in a world first, the new EIMI Style Team rocked out the EIMI Style Collection. But back to the competition, from more than 800 entries, 180 entrants were picked to present at the Regional Heats. Judges perused every detail of the pressured competitors’ work across the Young Talent and new Color Vision categories to whittle down a list of 36 regional finalists.

And it was an impressive line-up of judges, too – including previous UK winners Daniel Couch from Russell Eaton and Sue Comery from Zullo & Holland, as well as industry greats such as Nicky Clarke and Rainbow Room International’s Linda Stewart. Now the regional finalists go on to The Roundhouse in October to fight for the chance to represent the UK at the TrendVision Award International Final in Berlin in November.

We’ll see you at the cabaret…

Nicky Clarke

TVA

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International TrendVision Award Platinum winner, Nestor Sanchez Gomez

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CLASSIC. VERSATILE. BEAUTIFUL. WITH PREMIUM PERFORMANCE IN EVERY BOTTLE, THE POWER OF UNITE IS ENDLESS

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EDGY, MODERN, ROMANTIC MANAGES IT WITH

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ANTIC... IT’S NOT EVERY DAY A SHOOT CAN ENCOMPASS IT WITH APLOMB. DESIGNED TO HAVE AN EDITORIAL FEEL,

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SO MANY DIFFERENT STYLES AND MOODS, BUT THIS COLLEC UNITE AMBASSADOR KEVIN RYAN CREATED LOOKS TO SHO

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COLLECTION FROM UNITE TO SHOWCASE THE VERSATILITY OF UNITE

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PHOTOGRAPHY Rick Haylor. HAIR Kevin Ryan. ASSISTED BY Frank Rizzieri and Janelle Conejo. MAKE-UP Sandrine Van Slee. STYLING Signe Yberg.

CR EATIV E HE AD PR OM OT ION

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18/05/2015 16:19

“WHAT’S MY NUMBER ONE PRIORITY? TO MAKE THE HAIRDRESSER’S LIFE EASIER” ANDREW DALE, FOUNDER OF UNITE, HAD ONLY ONE REASON FOR CREATING UNITE. HERE, HE GIVES US A SNEAK PEEK INTO THE NEW COLLECTION BY THE BRAND, SHOWCASING JUST HOW VERSATILE THE UNITE RANGE TRULY IS…

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THE KEY PIECES MEET THE RANGE BEHIND UNITE’S LATEST COLLECTION… The 33-strong UNITE product range makes the hairdresser’s life as easy as possible by providing them with all the products they’ll ever need. Each product comes in UNITE’s classic but distinct matte white packaging and each one has been tried and tested by hairdressers to ensure that it does exactly what it says it does. From the shampoos and conditioners to the styling and finishing lines, UNITE’s collection of products will soon be the only range your clients will ever need.

NEW UNITE SMOOTH&SHINE Create a smooth, sleek look with a high gloss finish all while enhancing the health of your client’s hair with this nutrient rich smoothing cream.

UNITE SMOOTH&SHINE does more than just style; argan oil provides UV and thermal protection, crushed pearl powder replenishes minerals in the hair, while Hawaiian white honey moisturises to create soft, healthy hair with a beautiful shine.

CHECK OUT what UNITE is up to on Twitter @UNITEHAIRUK, Facebook /UniteUK and Instagram @unite_hair

DISCOVER THE VERSATILITY THE UNITE RANGE YOURSELF. TO FIND OUT MORE, CALL 0845 034 0770 OR VISIT UNITEHAIR.CO.UK

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UG

HT

TO

G I B AIR H DO!100 SALONS YO U

BY L

AYE RE

ONE BIG NIGHT THURSDAY

DONLINE.COM

24 SEPTEMBER

Throw open your salon doors to the public for a unique “experience” evening filled with fun, education, product testing, hair DIYs and stylist expertise.

It’s the biggest hair party ever to take place in salons – and we want you to be part of it!

What clients can expect:

The benefits to you:

● To learn new hair tricks

● Increased client loyalty

● Blow-dry tutorials

● Consumers excited about your salon

● To trial new products ● Trend masterclasses ● Professional advice

● Goody bags with free products

● Retail sales on the night

● A chance to show off your skills ● Local press profile

● Exposure on a national level

A UNIQUE LIVE EVENT BROUGHT TO YOU BY

L BY BROUGHT TO YOU

E AY

RE

DO

BIG HAIR DO!

NL

INE

.CO

#BIGHAIRDO 100 SALONS. ONE BIG NIGHT THURSDAY 24 SEPTEMBER

M

Get involved!

Sign up now for £75

You’ll be sent a Big Hair Do pack containing: 1 Big Hair Do guide – everything you need to know about how to organise and promote your Big Hair Do 2 Big Hair Do window stickers 10 Big Hair Do team badges 50 Big Hair Do goody bags

Sign up now at creativeheadmag.com/store Only 100 salons can participate – first come, first served!

LAYERED'S BIG HAIR DO IS SPONSORED BY

Do you love talking hair?

Passionate about styling it?

Then this is for you…

What’s the Style Squad?

Layered’s Style Squad shares with high street consumers their video blogs, tips, tricks and behind-the-scenes action from life as an expert stylist.

What do I win?

An exclusive opportunity to share your expertise with consumers across the UK! We’ll keep you busy with hair missions backstage, on shoots and in the salon, which we’ll share with Layered’s readers and fans.

It’s great publicity for you and your salon.

How do I enter?

Send us a one-minute video using your smartphone or tablet showing us why you should be in the Style Squad. Your video should include footage of you doing hair and talking to camera. This is your time to shine!

Send your video via WeTransfer to enquiries@ layeredonline.com or post it on a USB stick to Layered, Alfol Publishing, 21 The Timberyard, Drysdale Street, London N1 6ND. And don’t forget to include your name, salon (if relevant), email and social media handles, too!

The deadline is 6 July. For more details, visit creativeheadmag.com/style-squad

What are you waiting for? layeredonline.com @layeredonline #StyleSquad

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Win!

a place on Layered’s Style Squad

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Images clockwise from top left: KMS California for Bora Aksu S/S15, TIGI for David Koma S/S15, ghd for Fyodor Golan S/S15

HOME LOVE HOW-TO TEST FIX WATCH WIN SHOP

15/05/2015 12:48

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BECAUSE BLONDE IS NOW EVERY WOMAN CAN BE AN ICON WITH BLONDE IDOL BY REDKEN

FOR DECADES we have adored blondes – Jean Harlow started it in the 1930s and Marilyn Monroe continued it, before today’s envyinducing blondes took over Hollywood. But now every client can become a blonde idol thanks to Redken’s new Blonde Idol colour services and home care products.

Redken’s Blonde Idol gives you the chance to become an authority on blondes your clients will want to know as it offers four new blonde techniques that even work on brunettes. The services – blur, ombre, balayage and all-overcolour – can all be easily recreated in the salon, depending on which product you go for:

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REDKEN BASE BREAKERS These offer up to one level of lift in just 10 minutes – an ideal service to offer clients between highlight appointments as it will take the edge off the contrast between highlights and natural hair.

CREATIVE HEAD

15/05/2015 14:03

CR EATIV E HE AD PR OM OT ION

REDKEN OIL LIGHTENING SYSTEM

This system is completely customisable and enables up to seven levels of lift.

CREATIVE HEAD

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Ombre

Blur

THE NEW BLACK REDKEN HIGH LIFT COLORING CREAM

A cream that provides up to five levels of lift, it’s perfect for balayage and highlights. The eight cool shades are designed for women with hot hues in mind for the summer.

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BRING IT HOME

MAKE SURE YOUR CLIENTS SHOW THEIR NEW BLONDE LOCKS A LITTLE LOVE AT HOME, WITH THE REDKEN BLONDE IDOL HOME CARE RANGE THANKS TO Blonde Idol by Redken, your client can have beautiful hair, but they still need a little help at home to make sure their salon-only blonde looks good for longer. This is why once you’ve finished creating their perfect blonde in-salon, you need to make sure they go home with the Redken Blonde Idol home care range – after all, you don’t want to see all your hard work go down the plug hole…

KEEP THE BLONDE ALIVE WITH…

Redken Blonde Idol No Sulfate Shampoo – this caring formula gently cleanses with respect for the hair colour.

Redken Blonde Idol Custom-Tone Adjustable ColorDepositing Daily Treatment – provides a custom blend of colour with conditioning effects that help refresh the look of colour between visits.

“The Redken Base Breakers take the guesswork out of lifting the base. They are accurate, efficient and predictable”

“The new Redken Blonde Idol products are fabulous. They are quick, clean and simple and they create in-salon blondes”

“Blonde Idol is a cool professional range, I am so excited to use it and introduce the techniques and products to clients.

It’s a real winner”

“Redken’s new Blonde Idol Oil Lightening System is perfect for creating one of the biggest trends on the red carpet – babylights”

ADAM BROWNE, FORDHAM SOHO, REDKEN ARTIST

LISA SHEPHERD, LISA SHEPHERD SALONS, REDKEN UK AMBASSADOR

SHARON DOUGLAS, LULU BLONDE

TRACEY CUNNINGHAM, REDKEN CREATIVE CONSULTANT

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CREATIVE HEAD

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CR EATIV E HE AD PR OM OT ION

Let your clients become their own blonde idols with Blonde Idol by Redken.

To find out more call 020 8762 4121 or visit redken.co.uk CREATIVE HEAD

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NEW BLONDE IDOL #NOTABOXEDBLONDE

All rights reserved. 2014

Chiara Ferragni, Fashion Blogger

Contact your local Redken Sales Consultant or ring 0208 762 4121

BECOME A BLONDE AUTHORITY Customize perfect looking blondes for your clients with New Blonde Idol: › High Lift Shades. Cream haircolor in 8 shades, from icy platinum to balanced beige. › Blue Oil Lightening System. Oil booster and blue powder activator lifts up to 7 levels for perfectly customized results, on and off scalp. › Base Breakers. Perfect for root touchups—1 level of lift in just 10 minutes.

Ken West

Sean Dawson

HOW TO WORK

sal n smart SELLING OUT IN RECORD TIME, THE NINTH ANNUAL SALON SMART WAS CRACKLING WITH EXCITEMENT AS DELEGATES DESCENDED UPON THE PARK PLAZA RIVERBANK IN LONDON. THE BUSINESS-NETWORKING EVENT FROM CREATIVE HEAD, SPONSORED BY GOLDWELL AND KMS CALIFORNIA, WAS CHOCK-A-BLOCK WITH INSPIRATION, IMAGINATION AND TALES OF DEDICATION – AND LITIGATION. CAN WE DO IT ALL AGAIN NEXT YEAR PLEASE?

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Andrew Cannon

#SalonSmart15

SEE MORE! There are oodles of photos from Salon Smart to enjoy – check out our Facebook albums! Facebook.com/creativeheadmag

LET’S MIX IT UP

Karine Jackson

Incredible views of the Thames and the Houses of Parliament cocktailed with some brilliant business minds and flutes of fizz – there’s no better way to start Salon Smart than with the Meet & Mix session. On hand this year was 3•6•5’s Ken West, Ruffians’ Andrew Cannon, salon owner Karine Jackson and Sean Dawson, formerly of HOB Salons – all there to discuss growing your business, male grooming, team building and organic colouring.

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LIGHT AND MAGIC

fresh thinking on business

THE PARK PLAZA RIVERBANK HOTEL PLAYED HOST AS SALON SMART WOWED WITH INCREDIBLE SHOWS AND INSIGHTFUL TALKS

NORTHERN DELIGHTS

As if the three-course dinner wasn’t enough to spoil guests, there was a feast for the eyes too! The mega-talented Gary Hooker and Michael Young left delegates chuckling and incredulous in equal measure, entertaining with lots of personal stories and anecdotes served with lashings of Geordie charm. The hair was something special, too: a mix of wig work and dazzling dressing that was the stuff of fantasy. “Our work consumes us – we live and breathe it.

It’s just what we do,” admitted Michael – and we wouldn’t have it any other way!

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#SalonSmart15

LIKE A MOTH TO A FLAME

Sam Burnett and the team from Hare & Bone presented their first hair show for KMS California, complete with a giant light bulb and hidden panels of UV colour that shone on stage. Simply beautiful!

WE ❤ LEE!

Salon Smart 2015 always climaxes with an A-list name, and it doesn’t get much bigger than Lee Stafford. In a funny and frank interview with Creative HEAD editor Amanda Nottage, Lee recalled starting up cutting hair in his mum’s dining room without any formal training before he went on to open The House That Hair Built, a salon that “was like one big party” – great for the team, intimidating for many would-be clients!

Having nearly been bankrupt three times, Lee talked honestly about his business mistakes and his incredible successes (his iconic product line sells an astonishing 7.5 pieces a minute).

Laughing at his former image as the bad boy of British hairdressing, he says he’s much more “pipe and slippers” now and his ambition is to offer standardised training for hairdressing students across the UK’s colleges (“My brand is still growing but I want that to be my legacy”). Lee, we love ya!

CREATIVE HEAD

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fresh thinking on business

“BEHAVE LIKE A SUPER HERO: ACT WITH DEDICATION AND PERFORM LIKE A LEGEND” KARLY & ABBY WHITTAKER

Sisters Abby and Karly Whittaker of the Sarah Hodge group began the afternoon by discussing how they took on their parents’ business and looked to doubling the income by launching diffusion brand The Salon.

Offering no appointments and only 12 services at an affordable price point, the siblings recalled how they knew they’d found success when they discovered a queue of 18 people outside the salon.

“IF YOU CAN FACE UP TO THE WORST THAT CAN HAPPEN, YOU CAN CARRY ON”

“SHOW YOU’RE MORE THAN JUST A SHOP; BRING A LEVEL OF EXPERTISE THAT CAN’T BE REPLICATED ONLINE”

“YOU WANT PEOPLE WHO WANT TO BE ON BOARD AND JOIN YOUR JOURNEY”

Karen Wharton, founder of Obsession Salon and Spa group in the Midlands, shared her incredibly emotional story of losing her third salon in a fire, and challenging an insurance firm for compensation.

Told it would take two years and £98,000 to fight her case, it took five years, five trials, 27 hearings and nearly £2m. She finally settled – but without all of the costs covered. Her advice? Always read the small print...

The UK president of Goldwell and KMS California, Nick Wood took the audience shopping as he explained the science behind retail therapy.

Shopping clockwise, good use of colour (ever noticed why sale signs are red?

They encourage a sense of urgency) and shiny window displays were key considerations, helping retailers to capitalise on the “dopamine high” a consumer feels when they hit the shops.

When a knee injury forced him to retire from professional football, Angelo Vallillo was inspired by his uncle to join his Nottingham salon, Zullo & Holland.

Angelo quickly became known in the industry, driven by a desire to excel and to raise awareness of their salon beyond their East Midlands enclave.

He persuaded his uncle to focus on a new salon, a new team and a new academy business.

KAREN WHARTON

NICK WOOD

ANGELO VALLILLO

THE SMART

EXPERTS FROM ACROSS THE COUNTRY TOLD DELEGATES HOW THEY COULD BOOST THEIR BUSINESS AND OFFERED TIPS ON HOW TO IMPROVE SERVICE 68

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#SalonSmart15

FOR MORE INFORMATION about pensions in the salon, visit nhfpensions.co.uk

“VALUE DOESN’T MEAN CHEAP, IT MEANS A SERVICE OR PRODUCT THAT SOLVES A GUEST’S PROBLEM AT A REASONABLE PRICE”

“INVOLVE AS MANY PEOPLE AS POSSIBLE, FROM TEAM MEMBERS TO CLIENTS TO SUPPLIERS, TO CREATE A RIPPLE EFFECT”

KEN WEST

LAURA CAUDERY

Salon Smart perennial Ken West, from coaching experts 3•6•5, encouraged the audience to get their VAPs out – that’s Value Added Propositions. “VAPs make one product worth more than another, and can enable you to charge more,” he said. Think about what you can offer beyond, say, a gent’s cut – how about a style consultation, a neck tidy service and expert product recommendations?

Director of wedding and events venue Fetcham Park, Laura Caudery delivered a true insight into how, when and why social media does its job for you. She didn’t spend on advertising, but has set the company apart from others, particularly by using Instagram. She advised to find your tone of voice, create a house style and ensure you aren’t just talking to people but that they’re responding.

MONEY CREATIVE HEAD

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THINK TANK: LET’S SHARE

And then, it was over to the audience – the Think Tank discussion gave delegates the opportunity to ask the panel of experts their most pressing questions. Nick Wood, Laura Caudery, Abby Whittaker, Angelo Vallillo and PR guru Louise Wood were the day’s experts, sharing their take on a variety of topics including new pension regulations, the challenges of being a salon in a rural community, self promotion and taking your salon to the next level and the impact of online sales on salon retail.

MILLERS CROSSING

Celebrating 50 years in business is no mean feat, so to have the Miller brothers from the Charlie Miller salon group chatting to Creative HEAD editor Amanda Nottage was a treat. Joint managing director, Joshua Miller, and international creative director, Jason Miller, provided a unique insight into the Scottish super-brand as it marks this incredible milestone. “For the past 50 years we have led our business by Charlie’s key values: warmth, empathy and genuineness,” said Jason. But while the team is using the 50th anniversary as a time for reflection, Josh and Jason are also keen to look to the future.

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THE FUN

PRIZES, PRODUCTS AND PROFESSIONAL EXPERTISE – NOT TO MENTION A THREE-COURSE LUNCH. WHO COULD WANT FOR MORE?

fresh thinking on business

Andi Brown

Simon Harris

You can do a lot in 90 minutes… the Working Lunch gave attendees the opportunity to grab a bite to eat, as well as meet leading brands including 3•6•5, American Dream, Diva Professional Styling, Goldwell, Maletti, Millennium, the National Hairdressers’ Federation, Tie Me and Wahanda.

Fuelled by a three-course lunch, delegates could work their way around the room and see demos of the latest industry innovations and quiz experts for advice and top tips. After dessert, there was even more, with a mountain of prizes worth thousands of pounds from our Working Lunch partners. So, who took home the loot this year?

MASTERCLASS: TIME TO SHOP

The workshops were an opportunity for attendees to stretch their legs and head into two different talks: #walkthewalk and #talkthetalk. The first saw Andi Brown, associate director of category management at Kao, discuss all things retail, including the way clients move around the shop floor (dubbed the ‘salon racetrack’), retail conversion opportunities (from the backwash to the till), and which particular products from a range you should display on the shelf. The ‘good, better, best’ method was highlighted as a way to ensure clients see premium products as the highest quality option, and the Z-shape eye scan (due to our reading habits, we literally look at shelves left to right, before scanning lower in a zigzag pattern), was eye-opening.

The #talkthetalk workshop, led by Simon Harris, owner of Mysalonmanager, stressed the importance of consultation and the need to gain new clients. “Seventy-four per cent of clients want to change their look, but are rarely asked this in the consultation”. His advice? Ensure you ask the following questions: Are you looking to change your look?

What problems do you face when styling at home? How do you feel about the condition of your hair? How do you feel about the colour? What products and tools do you use?

Good luck!

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NEVER STOPS!

#SalonSmart15

AND THE WINNERS ARE… Janis Taylor from Taylor’s Hair & Beauty won a £160 Goldwell education voucher redeemable against a Master Colourist course.

Dan Humphriss from Nicola Smyth grabbed a year’s free Wahanda Connect Pro, worth £360.

Julia Quarmby of Aqua Hair Design pocketed two places on a 3•6•5 Salon Management Masterclass, worth more than £400.

Nicola Dent from Number 40 won a sixmonth subscription to Meevo, worth £594 from Millennium.

Janet Webster from The Blue Room won two tickets to an NHF business event, worth up to £400, while Belinda Cleary from Medusa Hairdressing won one ticket.

Jodie Davis-Chatters from The Salon scooped three full Tie Me sets, worth £200 each.

Tracey Parry from Mamouchi took home a Diva Professional Styling Genesis Styler, worth £130.

Lauren Turner from Spirit Hair Company won an bottle of Barolo wine from Maletti.

Rachael Lomax from Serenity Hair Design won a place on an American Dream course, worth £300.

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fresh thinking on business

WE COULDN’T HAVE DONE IT WITHOUT YOU

SALON SMART WOULDN’T WORK NEARLY AS WONDERFULLY IF WE DIDN’T HAVE YOU. AN ENORMOUS THANK YOU FROM CREATIVE HEAD – SEE YOU NEXT YEAR!

BOOK NOW!

Like what you see? Join us for Salon Smart 2016 on 24 to 25 April next year! creativeheadmag.com/ salonsmart 72

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WINNER! The victorious Salon Smart selfie from Steve Hilliard’s Hayley Cartwright.

There’s a bottle of fizz for high flyers!

CREATIVE HEAD

18/05/2015 10:55

#No Curls No Glory

FBILONDON FORBEAUTIFULINDIVIDUALS

Creative head_Curls 1.indd 1

Visit fbilondon.co.uk for more information.

12-05-15 16:08

MONEY

LET’S MAKE

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

IN ASSOCIATION WITH 74

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#Money

USE TOOLS THAT CAN SAVE YOU

Elajé Corporate Club Julia Gaudio

Abby (left) and Karly Whittaker

CASH 20% Discount off all hair and beauty services Monday to Saturday 8am to 8pm Cambridge salon, Elajé Hair & Beauty offers first class cutting, colouring and styling as well as a wide range of beauty treatments in a wonderfully relaxing environment.

Transform your look today at Cambridge’s premier salon.

Your company has been issued with Elajé Hair & Beauty Corporate Club discount cards.

To receive your card contact:

DO IT! DO IT! IDENTIFY A GAP IN THE MARKET PARTNER UP WITH LOCAL FIRMS

Elajé Hair & Beauty 148 Hills Road, Cambridge CB2 8PB Tel: 01223 244 888

www.elaje.co.uk

Abby Whittaker, a trained accountant, is a big believer in numbers, so when she and her sister Karly took over their parents’ Sarah Hodge luxury salon group and they had to split the profits four ways instead of two, they had to double the turnover of an established business. The answer? An economy seat! “One size doesn’t fit all, and that’s what we wanted to capitalise on,” says Abby. “We’d gotten so good at business class, that we’d forgotten the economy customer.” The Salon was born, an affordable option offering 12 streamlined services and no appointments. With 375 weekly clients at The Salon, and 168 at Sarah Hodge, that’s a good chunk of the local population using the salons in Taunton. Sweet!

For Elajé Hair & Beauty, building up a Corporate Club offering was key to increasing turnover. “It was an obvious route to capitalising on the many large businesses surrounding the salon. I took on an administrator to concentrate on building up the corporate club and then working on getting people into the salon,” says Elajé owner Julia Gaudio. She has since seen client numbers rise by 20 per cent, turnover jump by 28 per cent and “we have strengthened relationships with key business partners from Deloitte and John Lewis to Cambridge’s biggest employer, Addenbrooke’s Hospital”, she adds. Here’s Julia’s step-by-step plan:

♦ WORK OUT WHAT YOUR BUSINESS

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.

CAN AFFORD TO OFFER Find a balance between what will be attractive to clients and what the business can afford – Elajé opted for 20 per cent off without time or day restrictions.

♦ IMPLEMENT A PLAN Invest in or allocate someone dedicated to building up the corporate offer and work out what your business can afford and when.

Target a list of major employers in your area and nurture the key contacts.

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 North London, 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.”

♦ GET PEOPLE INTO THE SALON Launch a regular newsletter for scheme members with news and exclusive offers, run regular competitions to build your database and maintain contact with courtesy calls inviting feedback.

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DO IT! ENHANCE YOUR LAYERED

SALON DIRECTORY LISTING This one’s simple but it will get your business in front of potential clients who are actively searching for local hair services and specific brands. Layered, the consumer hair website from the company behind Creative HEAD, offers users the chance to search the salon directory not only for salons closest to them, but also for those who stock specific brands or offer particular services. If you haven’t included such information on your listing, you could be missing out on a potential booking!

Head to layeredonline.com/mysalon and update your details. It’s free!

DO IT! REVIEW YOUR PRICES

“For any business to survive it has to make a profit, but it is often a mistake to think of price levels in terms of money rather than percentages. Consider this: if a stylist charging £30 is promoted to £40, their price rises by £10, or 33 per cent.

If a stylist charging £60 rises to £70, their price also rises by £10 but this is a 17 per cent increase,” explains Ken West, director of education for 3•6•5. “It’s the same cash increase for both, but it’s harder to justify to the more priceconscious clients that visit the £30 stylist.

If you create a structure based upon logical percentage-based differentials, then it can make inflationary and promotional price increases easy.”

DO IT! GET TOUGH WITH THE TEAM

“Last year I had to improve the team, probably the scariest thing I have done in the business. First, I had to develop the colour side – it was profitable but not delivering what I wanted. I employed a colourist I knew would shake up my team and to my delight, they thought a lot of him. I then looked at cutting and styling: the work was okay but stale. I lost all of my superbusy stylists that didn’t have anything to give. I let go of 23 members of staff in a year. I had a vision of a young, inspiring and vibrant salon, a few months in and my team is producing the best work ever. Make decisions on staff talent not their client list.”

ELENA LAVAGNI, DIRECTOR OF NEVILLE HAIR AND BEAUTY, LONDON

DO IT! KAREN WHARTON,

FOUNDER AT OBSESSION SALON & SPA, SHARES SIX MONEY SAVING TIPS KEEP IT REAL Conduct an annual study of about 15 salons at a similar business level in your area. This will keep you competitive in terms of price and services.

OPEN ALL HOURS Review your opening hours to ensure you’re open at the right times. Although the cost saving to utilities is relatively small, it soon adds up.

DREAM TEAM Appraising team rotas makes sure everyone is utilised and strengthens your wage versus revenue ratio.

SUPPLIER REVIEWS Regular supplier reviews enable you to tap into resources they offer. Suppliers can help with training, marketing and discounts.

INSURANCE Don’t just sign the renewal!

By taking half a day out to do some price comparison shopping we saved 25 per cent.

LOCAL SAVINGS Make sure you look into grants offered in and around your region that you can tap into. You’ll be surprised just how much is available.

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#Money

SIMON HARRIS, OWNER OF MYSALONMANAGER, 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 same level in the salon, on £1,200. If you have six stylists at the 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

AS SEEN AT

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 0 per year six times a year and spending £33 ting visi r, yea a nts clie 600 lose If you 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 77

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From software to hard cash Ken West from business coaching firm 3•6•5 shares his cheat sheet on how to use your technology to make more profit

SALON SOFTWARE COMPANIES will convince you that their systems will help to grow your sales and make you a fortune, and if used wisely then they can certainly contribute to your success. However, all systems contain way more information than most salon owners will ever use, so what are the key numbers to focus on? Top-line sales are always good to know but what’s more important is to analyse how these results are achieved. Let’s look at some key performance indicators that are vital to monitor.

Average weekly professional/services sales for the salon.

Your goal depends upon your overall costs and the profits that you require.

Average weekly retail sales. I tend to aim for about 20 per cent of professional sales.

Professional stock cost. This should be between 5 per cent and 10 per cent but, more importantly, look at the breakdown of the cost of delivering a service.

Retail stock costs. Your supplier should help you with this but if the numbers don’t tie in then further investigation needs to be carried out.

Stylist utilisation. Nowadays, most salons achieve at least 75 per cent.

Average weekly professional sales per stylist. To be truly

‘stylist-efficient’ a salon probably needs to generate an average professional income of at least £900 (net of VAT) per stylist.

Average weekly take home sales per stylist. Goals should be set according to experience, but 10 per cent could be set as a minimum standard.

Salon and individual stylist new client percentage.

Because of natural client loss, a stylist probably needs 20 per cent new clients to grow.

Salon and individual new client retention. Most salons only retain about a third of new clients. The biggest challenge is that even more salons have no idea what their retention number is.

Client frequency of visit. Stylists would like to believe guests return every six weeks. Some do but many don’t.

It’s important to know the truth.

Salon and individual stylist request rate. This will vary with experience but if you have a stylist with 100 per cent request rate, then how can new clients get to experience their brilliance?

All of these key performance indicators can become the dashboard of your business, constantly monitoring how well you’re doing. They can also become the basis for setting performance standards and goals for your team, not just your styling team, but also trainers, managers and receptionists. The 3•6•5 programme includes coaching for all staff. Your salon business – and your bank balance – will thank you for it!

To discover how 3•6•5 could help to motivate your staff, improve results and create a more profitable business, call 0845 659 0015 or visit 365hair.com

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What to know so you can

grow 3•6•5’s Ken West identifies the key areas to focus on to boost your bottom line Upselling

Adding as much as 25 per cent to your topline sales is probably easier than you would imagine. What it requires is a strategy that includes education and coaching for your team.

Research shows clients want more advice and guidance, but every stylist says they offer it.

We know that if you give someone great advice that they find really helps them, then they will trust you more than someone who gives them poor advice. Use and recommend the right products and they will buy them from you. If they like them then they trust your recommendation. Once they trust you, you will then be able to recommend upgrades, which will also benefit them. A 25 per cent increase in sales then becomes realistic. The real challenge is getting stylists to accept that this is what clients actually want.

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A Pick a cost or budget to cover B Gross profit from retail sales C Required annual retail income (net) A ÷ B = D Required weekly retail income (net) C ÷ 50 = E Number of stylists in salon F Weekly retail per stylist D ÷ E = G Weekly retail per stylist per day F ÷ 5 = H Bottles per stylist per day G ÷ £10 (per bottle) =

Retail

Next to wages, rent is usually the next biggest expense your salon faces.

Wouldn’t it be great if you could go rent-free? Using the gross profit from your retail sales to cover an expense such as rent or a marketing budget can help lessen the burden.

There is a simple equation to work out the targets your team needs to meet to cover this budget (see above), which could be less than you think.

*Harvard Business Review

Stock

A global study of more than 71,000 consumers* showed clients have little patience for stock outages. When consumers can’t find the precise product they’re looking for, fewer than half, on average, will make a substitute purchase, and nearly a third will buy the item elsewhere.

You can’t sell what you don’t have.

Maintaining your stock levels and keeping your shelves looking full will make your retail area more appealing to your clients. Look at the high street, there’s a reason that shops ensure shelves and rails are kept fully stocked.

Example

CR EATIV E HE AD PR OM OT ION

YOUR TARGETS

£12,000 (annual rent)

40 per cent £30,000 weeks £600 7 £85.71 £17.14 1.71

Productivity

Ask any stylist if they are busy and they will probably say yes. Ask most salon owners if their stylists are busy enough and they will probably say no.

Somewhere between the two is reality.

If I told you that I don’t like to see a fully booked stylist then you would probably think I was mad. But it’s true.

If a stylist is fully booked then they are probably not charging enough.

And they probably do not have the opportunity to develop their skills.

Any salon should know the least number of clients that they need to serve each week to break even. This number is derived from calculations based on their current average bill and their current salon costs, and is a number that should be reviewed every three months. If you currently have a figure in your mind that you calculated a year ago, or even worse, when you opened so many years ago, then the odds are the figure is now incorrect.

Once you have this number then you can look at the productivity of your stylists, and how much profit you need to make. Profit is not a dirty word. Without profit, survival is rare!

Want to know more about getting the most from your business?

Call 3•6•5 on 0845 659 0015 or visit 365hair.com CREATIVE HEAD

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Forresters

Forresters

Headmasters

L’Oréal Professionnel

MONEY

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?

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 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 experiencing thinning hair. The launch includes a shoot

by Kay McIntyre, Nioxin education ambassador. and owner of McIntyres salon. “The shoot really 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.

Part of Goldwell’s new launch of colour services, Perfect Beauty, the Rejuvenating Blonde Service not only covers grey but also smooths, shines and makes hair more manageable.

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.

Salon group Forresters did just that in its recent collection, where the models ranged from 18 to 56, and each one was given a bespoke TIGI copyright©olour and cut, styled and finished to “suit her individual personality and lifestyle,” explains Forresters’ Gemma Forrester. “The results prove it’s about looking and feeling fantastic.”

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 UK ambassador for L’Oréal Professionnel as part of its celebration of British Blondes in 2015.

“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 in the UK today are over the age of 45, so they’re vital in terms of sales.”

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#Money

...BUT HERE’S WHAT NOT TO DO Don’t automatically cut hair short

Andrew Barton, resident hairdresser on TV’s 10 Years Younger and now creative director at Urban Retreat, reveals the three most common mistakes about mature hair

DO IT NOW

I’m often asked if a woman should cut off her locks at a certain age and it’s certainly true no woman wants to look like mutton dressed as lamb, but neither does she want to lose her femininity.

Longer hair is perceived as a sign of femininity and vitality. I believe that a woman can get away with long hair throughout her life as long as the hair is in good condition, well-coloured, well-dressed with a bit of bounce and cut with shape.

At this time in a woman’s life she is often going through all kinds of emotional and physical changes – hanging onto longer hair will often make her feel younger. Last year one of my celebrity clients, Jerry Hall, cut off her trademark long hair into a sassy long bob – it was interesting working with

her on set and seeing how different she was in front of the camera – she’s been growing it back ever since!

Think twice about embracing the grey For those women that have moved over the grey side, I say move back! Yes, grey hair has been on the fashion radar for the past few seasons but it often makes clients look washed out and pale.

Grey hair absorbs light and generally looks flat and dull, it’s the ultimate ager.

However, there are some women who either just don’t want the hassle of hair colouring regularly or are genetically blessed and grey hair suits them. But for the majority it’s a no-no. When colour is put back into grey hair it automatically makes it look shinier, healthier and younger. As stylists we have to use our professional

advice and explain to clients we have plenty of options at our creative fingertips, such as low lights, stranding techniques and highlights.

Don’t ignore diet or stick to old products How many times has a hairdresser heard their client talk about how their hair has changed as they mature? It’s how we react to that talk that will make a huge difference for the client. We know as hair experts that the density of a woman’s hair does change from her early 40s, becoming thinner and less manageable.

This is where the haircare we use in salon are essential tools to our diagnostic and consultative procedures.

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.

Visit Advanced Style

A brilliant tip comes from Sharon Peake and Adam Bryant, co-owners of Ethos Hairdressing. “Our whole approach is that age is not a consideration, suitability is. Style is what we are concerned with, not trying to push the latest trend. Before the client comes to our salons they can see on our blog and Facebook features on style at all ages. One blog we regularly link to is Ari Seth Cohen (advancedstyle.blogspot.com), and we also post images of stylish people of all ages from all eras.”

Ari Seth Cohen’s blog is a treasure trove of inspiration – his mission? “I roam the streets of New York looking for the most stylish and creative older folks. Respect your elders and let these ladies and gents teach you a thing or two about living life to the fullest. Advanced Style offers proof from the wise and silver-haired set that personal style advances with age.” We couldn’t agree more! You could even grab his new coffee table book Advanced Style (powerHouse Books, £25) for the salon, perfect for client consultations.

AR pics t

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CND for The Blonds A/W15, courtesy of Imagenet

#Money

A LITTLE EXTRA

MORE AND MORE CLIENTS are looking for their one-stop shop for all things hair and beauty, so it’s high time that salons started to cash in on this lucrative market.

“Consumers are becoming more savvy and better researched, so adding extra services to your salon will not only boost your overall income, but your brand as a whole,” says Nilam Holmes-Patel, founder and chief executive of HD Brows. Here’s our guide to some services to swell your salon’s coffers…

NAILS

According to Salon Services’ Beautiful Britain report, the manicure is the fourth most popular treatment for women, behind a haircut, a colour and hair styling. Not only are nails incredibly popular, they are also one of the easiest services to integrate into your salon as you can choose how big or small your offering is. “A nail station fits neatly into limited space and can be very eyecatching to potential clients. Also, work can be carried out while the client is sat relaxing having their hair styled or their colour is developing,” says Lisa Stone, an educator for Salon System. Tim Scott-Wright, owner of The Hair Surgery kit £800 for a ll Essie Mani and Gel in Stourbridge, hired a freelance nail technician for when they need someone at £20 res nicu ma e thre to do full manicures, but they also h, eac 0 £3 at Seven gel treatments a week trained one of their hair stylists to do P £8.95 and two nail polishes sold at RR simple nail paints, which is perfect for “clients more interested in having minimanicures while their hair colour is developing”, says Tim.

RE IT OUT! U FOUIG TLAY EXPECTED SALES

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TANNING

Fake Bake

Tanning has come a long way since the days of orange streaks and caked knees. Nowadays it’s less Oompa Loompa and more bronze goddess, but is it a good additional service for hair salons? “Self-tanning [meaning a spray tan or a hand-applied professional self-tan] is a low cost option to add to your treatment list and, like hair styling, has mass appeal,â€? says Sandra Vaughan, global beauty consultant for Fake Bake tanning company. “As a treatment, spray tanning can take as little as 10 or 15 minutes to carry out and so this allows you to book a high number of clients per day, which leads to an increase in sales.â€? People will always have an intrinsic desire to look tanned, which is why Julia Gaudio, managing director of ElajĂŠ Hair & Beauty in Cambridge, invested in a St. Tropez tanning booth, at a cost of about ÂŁ3,500. The salon financed it over a two-year period, and it took about this amount of time for it to pay for itself and to build a clientele.

FIGURE IT OUT! OUTLAY

ÂŁ999+VAT for a two-day training course, includes start-up kit, worth ÂŁ395

EXPECTED SALES

Five treatments a day at ÂŁ25 per treatment

EXTRA REVENUE

Gatsby & Miller

ÂŁ32,500 a year

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FIGURE IT OUT! OUTLAY

ÂŁ199 for a Fake Bake spray tan kit + ÂŁ50 training course

EXPECTED SALES

Eight a week at ÂŁ20 each

EXTRA REVENUE ÂŁ8,320 a year

BROWS

Eyebrows remain a big trend for 2015 – no longer are they expected to simply frame the face, they’ve now got to be noticeable (for all the right reasons), defined and with a definite ‘wow’ factor. And it’s good news for salons as they offer a quick and easy way for you to gain extra revenue without the service taking over your salon.

HD Brows is a popular choice among salons as training can be completed in just two days; it requires minimal product outlay and only a small treatment space. “Our most popular beauty treatment is HD Brows, more so in the past two years as big eyebrows have become such a huge trend,� says salon owner Mark Leeson. “Existing clients tend to add it as an extra service when booking in for their regular hair appointments, too.� The brand also has a make-up range to boost retail further.

TRICHOLOGY

With more than 50 per cent of people suffering from hair thinning at some point in their lives, offering this service is a natural extension to what you currently offer. Gatsby & Miller decided to invest in trichology services as the salon felt it “strengthened the brand as well as made them stand out�, says John Roads, business development manager for Gatsby & Miller.

The salon has worked closely with the hair loss industry, especially Nioxin and Philip Kingsley, and while the investment in the team to become hair loss specialists is ongoing, John believes it’s worth it. Julie Tullis, education manager for Nioxin, adds: “As soon as you are able to offer the services you should see a return on your investment – both in terms of time and money and also results for your clients.�

FIGURE IT OUT! OUTLAY

oxin introductory deal + ÂŁ2,400 a year in treatment stock + ee training*

EXPECTED SALES

Five treatments a day at ÂŁ15 per treatment

EXTRA REVENUE ÂŁ21,600 a year

*Based on a salon with five stylists

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CR EATIV E HE AD PR OM OT ION

If their hair is…

Lacking in shine Offer OSMO Blinding Shine Illuminating Finisher.

This high gloss shine spray revitalises hair and its lightweight formula leaves no sticky residue, while moringa oil extract helps promote radiance.

Blonde or highlighted

r e v o e k Ma magic

d colour-obsessed From the style fanatic an O’s revamped range to the groomed gent, OSM ne has something for everyo

Offer new OSMO Silverising Violet Mask.

Especially for highlighted and blonde tones, this sulphate-free mask contains a UV filter and the OSMO Anti-Fade system.

In need of a miracle Offer new OSMO Deep Moisture Dual Action Miracle Repair.

Formulated with extract of pataua oil and keratin complex, this nourishing two-phase leave-in treatment helps repair hair without weighing it down.

In need of control YOU MAY BE FAMILIAR with the OSMO range already, but the brand has had a complete makeover and its revamped products are looking sleeker and altogether more refined. They’re the same great products you’ve always loved, made even greater with seven brand new additions. There are so many OSMO products for your clients to choose from, we thought we’d create a handy guide for you to select the product that’s right for your client.

Make sure you always have the right product for your clients with OSMO. For more details email sales@osmo.uk.com or visit osmo.uk.com

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Offer OSMO Clay Wax. A strong matte wax, this product contains beeswax to create thickness, separation and texture. It also provides body and hold for longlasting styles.

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Successful Business Coaching for Salons When you join 3·6·5, you become part of one of the original hairdressing education organisations in the country.

In today’s challenging marketplace, focus on results and become a more profitable business with 3·6·5.

NO CHANGE = NO CHANGE To make a positive change to your business, call our team on 0845 659 0015 or email us hello@365hair.com visit us www.365hair.com Find us on

at 365 Education

RICHARD ASHFORTH BELIEVES HAIR SHOULD BE WEARABLE AND SUITABLE, ALWAYS FLATTERING THE INDIVIDUAL. HE’S GROWING HIS SACO SALON AND EDUCATION BRAND BY TEAMING WITH PEOPLE WHOM HE LIKES AND RESPECTS. AND HIS AWARD-WINNING NOISE EVENT WAS CREATED TO HELP GIVE YOUNG PEOPLE ACCESS TO SOME OF THE MOST LEGENDARY NAMES IN THE INDUSTRY. OH, AND DID WE MENTION THAT HE’S A REALLY NICE GUY? WE SPENT TIME WITH A THOROUGHLY MODERN GENTLEMAN

PROFILE

RENAISSANCE IT’S DAY NUMBER SIX of an eight-day trip to South Korea and Richard Ashforth is “tired but happy”. The 48-yearold international creative director of SACO, the salon and education brand he co-founded back in 2007, is on his way back to Seoul after educating students of the 200-strong Kerker salon group in the coastal city of Busan – a tour that’s come straight off the back of trips across Europe, Brazil, China, Canada and Australia. “It all blurs into one after a while,” he admits, “but I love travelling and educating. I feel blessed that I do this for a living, and that I’m doing it almost continuously.

The trick is to stay fit. I always pack a pair of running shoes.”

Richard Ashforth has never been one to stand still. His plan as a teenager growing up in Sheffield was to study fashion after

doing his A-Levels, but he joined a band that started doing quite well and decided to take a year out. His dad, who was not keen on fashion and even less keen on a year out, told him he wouldn’t support “a layabout musician” and that Richard had to get a job. So, inspired by a friend who worked in a salon, he enrolled on a YTS hairdressing course, did his music at night (“We rehearsed in a studio that Human League used during the day – we ate their leftovers”), and fell in love with hair so much he began thinking about not going to university after all...

Robert Taylor, the owner of Taylor Taylor Hairdressing of Sheffield – the salon where Richard did his apprenticeship – was an accomplished hairdresser who passed on important ideas of shape, form and finish, but the first major turning

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#Profile

MAN

point in Richard’s career was when he opened a magazine one day and saw a Sassoon collection. “That’s when it changed for me,” he recalls. “I saved up and bought a week’s course, went to London and it was amazing.”

Having completed the Advanced course, Richard applied for a job at Sassoon, passed his test and completed a further six month training programme. After a stint in Germany, he was offered a placement in the Manchester salon, and Richard “fell in love with the place. The music scene was buzzing – New Order, Happy Mondays, The Stone Roses – the Haçienda was just taking off. I wasn’t meant to be there that long, but I ended up staying 10 years.”

“He’s an amazing guy,” says Sassoon’s European creative

director Bruce Masefield, a contemporary of Richard’s during the Manchester years. “The work he does is always technically perfect but also suitable for the individual. On a personal level, he’s incredibly kind and loyal and keen to bring on new talent.”

While creatively Richard was always in competition with Bruce, he also staged weekly battles with another colleague, Peter Gray, to see who could do the most clients. “By the end I was creative director of a five-floor salon with 70 staff and we were constantly fully booked. It became overwhelming. I felt I needed to try my hand at teaching.”

At the end of 1998, Richard moved back to London and joined the Sassoon Advanced Academy as a creative director, eventually leaving in 2005.

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Me at 15

ON TEACHING…

SACO Cr eati ve Team

“I can be moved to tears when I think about what I was given by the people who taught me, and I hope I can give a part of that to other people – those eureka moments when someone suddenly ‘gets it’. What keeps me going is when people appreciate what you’re doing for them – I meet people I taught years ago, and they come up to me and shake my hand and tell me that I changed their life, and it’s a fantastic feeling to get that appreciation from someone.”

‘BEAUTY FIRST’ – BUILDING SACO

“Leaving Sassoon felt like the end of an era,” says Richard. He’d met Canadian stylist Aldo Furfaro a few years earlier and had seen how he’d grown his business from one salon to about 30. “He said he’d be interested if I ever wanted to go it alone, and that was part of my decision to leave.”

Initially, SACO consisted of Richard, Aldo and ex-Sassoon stylist Stacey Broughton, and the plan was to open a salon and academy in London, “but Stacey and I were quite naïve coming out of the Sassoon bubble, thinking we could simply take our old life and put it in a new salon, and of course it didn’t work like that. Instead, we were like homeless hairdressers.” After nine months, Stacey left, leaving Richard and Aldo to go it alone.

“My vision was always to do the work that I do – precision cutting – but I wanted it to be less regimented, more inclusive and much more about people wearing the cuts, not the other way round – our motto is ‘Beauty First’.” In 2007 the first SACO salons opened in London and Montreal.

Expansion thereafter was rapid – and unconventional. SACO opened salons in San Diego (2008), Bordeaux (2009), Calgary, Montreal #2 (2010), Copenhagen (2011), Montreal #3 (2012), Montreal #4 (2013), Sao Paolo and Miami (2014), as well as academies in Tokyo, Moscow and Manaus, and there are plans to open SACO salons in Paris and Rome in 2015.

“It’s very eclectic and perhaps not the most sensible business plan,” says Richard, “but it’s more about the fact we meet people we want to work with. We see ourselves as primarily an education brand that also has salons in order to give an element of reality to our work, and the salons we open usually include space for an academy.”

And the future? “Aldo and I have said we’ll stop at 20 salons. Anything more would be too hard to control and we’d lose the boutique feel.”

MY LIFE AMBITIONS

London Team

“There are frivolous things, like wanting to do an Iron Man competition when I’m 50, but I also want to immerse myself in my kids (Esme, 19, Flynn, 16, Viola, 5, and Reuben, 3) and what they’re up to – they’re a great leveller.”

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ON COLLABORATIONS

#Profile All NOISE photography by Andrew Gilbert

“The idea of collaboration is very important to me, particularly coming out of the Sassoon culture, which is quite intense and where you never look outside. Some of that is still with me – I never look at maps, for example!

– but when I left Sassoon I realised I’d become a bit of an island. Yes, you work with great people every day there, but stepping out I felt very quickly on my own and once I got my head around the idea, it felt quite natural to then hook up with people who had similar thoughts and attitudes to me.”

MAKING SOME NOISE!

“We were talking about [Spanish hair team] X-presion coming over for Salon International in 2012, and I’d been moaning to my wife, Julie, about how the event needed some fresh ideas, and she said, ‘Why don’t you do something about it?’

“I wanted to do something completely random on the Saturday night – a pop-up. We’d just give people an address, and we’d roll up on the back of a lorry and do the show. Tim Hartley said he wanted to do it, without even asking what it was!

“So we started discussing things in more depth – that NOISE should be for younger team members, not salon owners, and it should be about allowing them to see a combination of hair legends (like Tim) and new names (like X-presion) or just hairdressers who work outside of the usual sphere (like Peter Gray). There would be no tickets, no seating, and it would all be promoted on social media – everything had to have an element of the unexpected so it would feel more visceral and people would be more engaged with it.

“The first one, in London, was terrifying. Would anyone turn up? I’d booked and paid for an old derelict studio in East London and halfway through the set-up the owner showed up and kicked us out. We had to find a new venue, move the stage to the new venue, and post the new address on social media – but it worked, and so many people turned up and loved it, even though we had pretty much constant power cuts and so I was cutting hair by the light of two iPhones!

“The feedback we got meant we decided to do NOISE again in 2013, then in 2014 we did it in Moscow and Paris as well, and this year we’ll be doing it in Shanghai and Tokyo, too.”

MY IDOLS

“In music – Iggy Pop and David Bowie. In hair – Vidal Sassoon, Tim Hartley and Mark Hayes.”

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LIFE, ILLUSTRATED

’60S LITERATURE, ’70S FASHION AND ’80S ARCHITECTURE PLAY THEIR PART IN DECOYS, AN INNOVATIVE COLLECTION FROM SACO ACADEMY THAT COMBINES SUBTLETY WITH SENSUALITY PHOTOGRAPHY BY COLIN ROY 94

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HAIR SACO Creative Team, led by Richard Ashforth. MAKE-UP Marco Antonio. STYLING Serena Gilli and Nafisa Tosh

KMS CALIFORNIA GETS OBSESSED WITH NEW BLOG

S IN AL SI O D N ER

KMS California has relaunched its UK blog site with a fresh new look. Obesessedwithstyle.com offers hair tips, style trends and stylist inspiration, as well as exclusive behind-the-scenes content and stories from the brand in the UK. The new site is now live – check it out!

In the know

Keep up-to-date on all the latest happenings from Goldwell and KMS California

THE JETPACK TAKES OFF!

No one can resist miniature versions of their favourite haircare products – especially when they come cocooned in pink or grey Jetpacks!

KMS California has released five variants so that all your clients’ hair needs are catered for as they jet off on their summer holidays. All the products are less than 100ml so make the perfect hand luggage accessory.

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EVERYDAY BRILLIANCE

Covering greys and rejuvenating blondes are some of your key services, so it makes sense to make these as good as possible.

Goldwell’s menu of key services has been perfected so clients will always leave the salon happy. The four new services – Flawless Brunette, Pure Blonde, Shimmering Ebony and Rejuvenating Blonde – are made possible with two new additions to the Goldwell collection. Nectaya Enriched Naturals is the first permanent hair colour from Goldwell that can meet all the needs of grey hair. The colour cream works without ammonia while nurturing the hair with silk proteins so stylists can provide 100 per cent grey coverage and vibrant colour results. The second addition is Goldwell SilkLift Control, a high performance pre-lightener that’s enriched with pigments that are stable during and after the lightening process for perfect lift and tone in one step.

Want to know more? Visit goldwell.com or call 01323 432100

SAVE THE DATE The Color Zoom Summer Party will take place on 19 July at Freemasons’ Hall in London – so make sure you’re there to find out this year’s Color Zoom UK winners who will compete in the finals at Global Zoom. Along with cocktails, canapés and top entertainment, globally celebrated hairdresser Mark Leeson (pictured, left) will present a hair show that’s sure to be memorable. So get your #CZParty on!

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Turn it up There’s volume and then there’s KMS California Volume Redefined, a new take on big, boosted style at its best

MESSY UP-DO SCRUFFY BUT CHIC, THIS IS A TWIST ON THE CLASSIC UP-DO

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[

START

+

STYLE

+

FINISH

]

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S IN AL SI O D N ER

UNDERSTATED VOLUME GLAMOROUS WAVES THAT AREN’T OVER THE TOP, CLIENTS CAN SUBTLY IMPRESS

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SCRUNCHED TEXTURE CLIENTS CAN GET STYLE THAT’S ALL THEIR OWN WITH THIS TEXTURED LOOK

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18/05/2015 11:45

S IN AL SI O D N ER

PUMPED UP PIXIE THE CROP GETS PUMPED UP SO SHORT-HAIRED CLIENTS CAN STILL SHOW OFF VOLUME

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Take your clients hair to new heights with KMS California. To find out more, speak to your KMS California sales consultant or call 01323 432100 CREATIVE HEAD

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SPOTTED ON THE STREET Obsessed with style?

It doesn’t get more addictive than London Fashion Week, where the latest trends aren’t just on the catwalk but on the street.

For A/W15, KMS California hit the pavements to discover the hair trends that clients really want

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TREND #1: FUZZY LOGIC

Frizzy texture that brings new meaning to volume START + HAIRSTAY clarify shampoo STYLE + ADDVOLUME root & body lift FINISH HAIRPLAY playable texture

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TREND #2: IF I WAS A RICH GIRL Classic, smooth and lust-worthy START + SILKSHEEN shampoo STYLE + MOISTREPAIR revival crème FINISH HAIRSTAY anti-humidity seal

TREND #3: STICK AND TWIST

The topknot, but not as you know it START + MOISTREPAIR shampoo and conditioner STYLE + HAIRPLAY makeover spray FINISH HAIRSTAY medium hold spray CREATIVE HEAD

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WANT TOet

see more stre to styles? Log on

yle.com obsessedwithst

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BRILLIANCE MOST WANTED COLOUR EXPERT 2014 WINNER, MARK LEESON, BALANCES INNOVATION WITH CONSUMER REALISM IN HIS LUMINOSITY COLLECTION PHOTOGRAPHY BY JENNY HANDS CREATIVE HEAD

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HAIR Mark Leeson. MAKE-UP Mary Jane Frost. STYLING Bernard Connolly

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?

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

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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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18/05/2015 11:57