Creative HEAD May 2021

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MEET THE H G U O R H BREAKT N A L P X O DET S T N E I L C R YOU E V O L L L I W

21/04/2021 15:48

There’s something in the water Sometimes even the best colourists, working on the healthiest hair, can get colour results that make them go ‘hmm’. There’s something beneath the surface… and L’Oréal Professionnel Paris has the answer

How often does a client sit in your chair and offload about the state of their hair… and their suspicions that it’s water that’s at least partly to blame?

Yup, it’s known and understood by colourists and clients alike that our water can contain microscopic elements that have an impact on our hair. Everything from a surplus of minerals to calcium deposits and chlorine can have an effect, such as making colour fade faster, and making hair look and feel dry.

But what can we do about it? This build-up has been accepted for years as something you have to just deal with.

What if it didn’t have to be this way? After years of feedback from colourists and stylists and discussions about colour results not matching expectations, L’Oréal Professionnel Paris decided to investigate further. Just how prevalent and damaging is the effect of the water we’re using on our hair? Is there something else going on that’s impacting the

services you offer? The hunch proved to be correct – there was something else indeed… As well as mineral deposits, our water can contain metals due to pipeline erosion, wherever we may live. While this doesn’t pose a problem for people’s health, the research showed excess copper can leave hair more prone to breakage when bleaching or colouring.

So L’Oréal Professionnel Paris got talking to consumers across the globe, conducting an international study to investigate the levels of metal in hair – and the results were astonishing. It found women all over the world with excessive levels of metals in their hair. The levels vary, depending on the water quality where we live and on hair porosity, but the problem is common. No matter the hair type or texture, no matter the hair habits of the women, the problem kept cropping up. The very nature of hair means it acts like a sponge, so wash after wash, metal particles can accumulate both on and inside the hair fibre.

“We know metals are a problem when colouring hair, and we’ve known it for a long time. On some clients you can see it – you can see a metallic tinge, a green cast and dull texture of cuticles.”

Chris Williams, RUSH Salons

“My clientele love new innovation and new technology, so they will love to hear about this” Claire Chell, The Francesco Group

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21/04/2021 15:29

CR EATIV E HE AD AD VE RT OR IAL

Hidden depths L’Oréal Professionnel Paris scientists in collaboration with Ionnania University in Greece, spent seven years researching the issue. These are the findings you need to know: METAL – SPECIFICALLY COPPER – CAN HAVE A NEGATIVE IMPACT ON COLOUR RESULTS METALS INSIDE THE HAIR FIBRE POSE THE GREATEST RISK Q: Why is copper a problem?

A: When you add an oxidant to the hair during the colour process, the excess copper that may have accumulated over time inside the hair fibre can interact with it and cause mini reactions to occur, which can lead to an unreliable colour uptake and hair breakage. And because it’s within the fibre, there’s no way to tell what exactly is inside the hair until you colour it.

Q: What’s the solution?

A: The joint research between L’Oréal Professionnel Paris and Ioannina University scientists sought to find a magic bullet that could help neutralise these harmful effects. It took seven years and the combined talents of numerous scientists and hairdressers… but they found something remarkable!

Glicoamine, a molecule small enough to penetrate inside the hair fibre, to help neutralise excess copper.

This ingredient is the heart of Metal Detox, a new professional range.

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21/04/2021 15:30

Metal Detox: your secret weapon Glicoamine is the key ingredient in Metal Detox from L’Oréal Professionnel Paris. It's a molecule capable of targeting and neutralising excess copper found inside the hair

What is it about Glicoamine that makes this special molecule such a game-changer? Glicoamine is a chelating agent, like many other detoxifying ingredients but the biggest difference is that it is small enough to actually penetrate the hair fibre and target excess copper within.

Once inside, it finds and attaches itself to metals, effectively neutralising them.

Metal particle

Glicoamine molecule

“Thanks to our collaboration with Ioannina University, we identified a perfect molecule: Glicoamine. It is the only active agent small enough to trap and neutralise metal inside the fibre. Fibre integrity is preserved, colour is mastered, and the oxidant gets to fully do its job” Charlotte Feltin, L’Oréal Haircare Laboratories

Metal deactivated by Glicoamine molecules

It’s very clever stuff and offers a huge breakthrough for both colourists and stylists. Without having to worry about hidden metals in hair challenging its structural integrity, you can go ahead and do what you do best: create incredible professional results to wow your clients, without them fearing damage from colour.

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*Instrumental Test. Pre-treatment, colour, shampoo and mask on bleached hair. **Combing test. Pre-treatment, shampoo and mask versus classic shampoo on bleached hair ***Pre-treatment and shampoo patents granted in UK, mask patent granted in France, USA, Brazil, China, Japan and Mexico

Every rescue needs an all-conquering hero… so enter Metal Detox Professional Pre-Treatment Spray from L’Oréal Professionnel Paris.

The Pre-Treatment is a patented technology with Glicoamine and the formula helps neutralise excess copper in the hair

CR EATIV E HE AD AD VE RT OR IAL

Seize the spray

It’s instant – no need to build additional time into a service

Contains 10 per cent Glicoamine to help neutralise excess copper

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Reliable colour results on hair with excess copper*

Up to 87 per cent less breakage**

Patented innovation***

22/04/2021 16:20

Keep talking

Some clients are scared colour will damage their hair. But with the help of Metal Detox from L’Oréal Professionnel Paris, a canny conversation and a quick spray before applying colour, you can soothe their concerns and tempt more new clients into the transformative world of colour…

Years of client consultations will have taught you that lots of clients love the idea of a swishy new colour, but are absolutely terrified of the damage it might do to their hair – a major roadblock to your colour business.

Now, thanks to extensive research into client habits by L’Oréal Professionnel Paris, we’ve got a clear image of the obstacles stylists face. Almost half of those surveyed (45 per cent) felt that their hair was ‘damaged’.* So it makes sense that clients are seeking help to offset this damage – 15 per cent of consumers included ‘repair damaged hair’ in the top five benefits they want to achieve, rising to 18 per cent for pro/salon brand users.* And what of the people who avoid colour services? The fear of damage is more than enough to scare them off colouring their hair – 18 per cent stated they don’t colour because they felt it damaged their hair.** So, now’s the time to talk about innovation and the quick service that can change their perception… and the colour you could see as a result. Thanks to Metal Detox from L’Oréal Professionnel Paris, you’re now able to meet concerns head-on, and show your clients that colour doesn’t need to be damaging. It’s a new conversation, a new opportunity to win over even more clients to professional colour, and boost your services and your bill along the way!

We know that clients aren’t afraid to pay for the services they see a real difference from – L’Oréal Professionnel Paris’ research showed that 51 per cent of salon goers had opted for a treatment in the past 12 months.** Once they see what adding Metal Detox can do to their colour results they won’t want to switch back!

Adding Metal Detox to colour services means more profit per colour client, which means growth and increased profits for the team. You could charge an additional fee for a pre-colour treatment that takes no extra time, but makes a big impact on your colour finish, and your clients’ hair happiness. That’s worth talking about, right?

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“Metal Detox is going to change the game, giving us control and confidence.

It’s a great talking point for clients, and to educate them and showcase our professional expertise” Grace Dalgleish, Brooks & Brooks

Up to

87%

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Detox your menu In three simple steps the Metal Detox line-up slots perfectly into your existing colour services

STEP ONE

*Haircare U&A (March 2020) – female haircare users 16+; total sample = 5093 **Salon Tracker (May 2020), females aged 16+; total sample = 1017 **Combing test. Pre-treatment, shampoo and mask versus classic shampoo on bleached hair

The Professional Pre-Treatment Spray penetrates the hair shaft to help neutralise any excess copper build-up that hides within. Spray on dry hair from tip to root in consecutive sections, focusing on the lengths. Let the product air dry while preparing your colour, balayage or lightening mixture. Then continue with your colour service as normal.

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Testing, testing…

Access diagnostic tools on the Style My Hair Pro app with questions about texture, water quality, previous treatments and more to help you assess the levels of metal in the hair that might be present.

STEP TWO

Gently cleanses the hair after the service. Apply evenly on wet hair, lather and rinse. Can be used once or twice, just like any other shampoo.

STEP THREE

Help protect the fibre from further particle deposits with the Metal Detox Mask. Ideal for medium to thick sensitised hair. It also allows for soft-feeling hair and boosts the overall glossy shine. Apply evenly to clean, towel-dried hair for up to 15 minutes and rinse thoroughly.

The range has already been tested on more than 1,000 clients and has earned glowing reviews. With no impact to lift and a better uptake of colour, hair is intensely shiny and healthy-looking. But don’t just take our word for it…

21/04/2021 15:32

Only in the hands of the professionals The future of hair colour comes not in a bowl, but in a spray bottle.

L’Oréal Professionnel Paris asked top colourists what they thought of its latest innovation in colour, and the excitement was off the scale…

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“Innovation always excites me, but being able to take this into the salon and see the massive difference it will make on clients’ hair is probably one of the most exciting things to come into the salon in the past 10 to 15 years. Metal Detox will totally revolutionise the way that we colour hair in the salon. It really creates the perfect foundation for beautiful, long-lasting colour.”

Adam Reed, Adam Reed London

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INNOVATION THAT EXCITES

LEAD WITH EXPERTISE “Clients are more and more aware of the effect of products on their hair. They will be impressed by the scientific research behind the product, as well as the results they will get. I have been fortunate enough to visit the Paris labs before, to see first-hand the research and scientific approach. I believe in the product and so will my clients.”

Guy Kremer, Guy Kremer Salon

BREAK NEW GROUND “This new tech allows us to express ourselves artistically in the industry. There’s always been a fine line between creating amazing colour but not damaging hair – now our amazing ideas can be brought to life with Metal Detox.”

Giuseppe Stelitano, Trevor Sorbie

REVENUE REVELATION “I think my clients will be so excited to try this, they are always on the lookout for the next big thing, and Metal Detox is just that. It gives improved condition, shine and results. Fundamentally, it’s going to change the way I colour hair, knowing that I can go in and create the look I want and guarantee the results for my clients.”

Anna Short, Daniel Galvin salons

Detox your clients’ damage fears and improve every colour you create – isn’t that worth a conversation?

Discover what you can achieve with Metal Detox from L’Oréal Professionnel Paris. Visit lorealprofessionnel.co.uk or lorealaccess.com. Call 0800 030 4034 (UK) or 1800 535 616 (Ireland) for more information @lorealpro and @lorealpro_education_uki #metaldetox #lorealprouk #lorealproire

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21/04/2021 15:34

RUN LE HAIR SHOW RUN LE HAIR SHOW RUN LE HAIR SHOW RUN LE HAIR SHOW RUN LE HAIR

On air: an artistic celebration

Tune in on 16 May to see how L'Oréal Professionnel Paris aims to inspire hairdressers around the world Everyone remembers the ones who break the mould – which is exactly what L’Oréal Professionnel Paris is looking to do with Run Le Hair Show.

The innovative, 100 per cent digital show is part-web series, part-talk show, and celebrates the role and cultural impact of Hair Pros across the world. It’s designed to reinvent the way hair professionals connect and is the latest initiative at the heart of L’Oréal Professionnel Paris’ mission to support stylists, as they have done for more than 110 years.

The past year has highlighted the importance of hair experts in society, and Run Le Hair Show aims to unite the global hair community, upskilling and inspiring through a series of digital broadcasts.

Each episode will feature seven segments to spotlight all corners of the industry: La Masterclass: Technical classes in colour, lightening, cut and style, led by the industry’s boldest and brightest.

Tête-à-tête: Intimate interviews with legendary hair pros.

Pro Secrets: Expert tips and tricks from members of the international hair community.

La Revue: Skilled trend analysis, from street style to the runway to the salon chair.

Le Lab: Cutting-edge hair science from hair fibre to product formula.

Road to Le Style & Colour Trophy: Following the evolution of L’Oréal Professionnel Paris’ worldwide pro hair competition, culminating in a global finale.

Stand for Pros: Highlighting inspiring positive actions, from salon sustainability to the health and wellbeing of all.

Three hosts will light up the stage in the first broadcast: Charlie le Mindu, hair designer; Min Kim, colour specialist; and Peggy Frey, fashion and trends journalist. Together, they will link the segments, providing crossindustry insights on each subject.

The first Run Le Hair Show episode, ‘La Première’, will air on 16 May. It’s completely free to tune into on YouTube. La Masterclass will showcase an extreme lightening transformation led by host Charlie le Mindu, demonstrate trends from the global hairdressing community, and take a deep-dive into L’Oréal Professionnel Paris’ latest haircare innovation, Metal Detox.

Watch this space for more details on further inspiring episodes throughout 2021!

Never miss an episode – subscribe to the L’Oréal Professionnel Paris YouTube channel for all Run Le Hair Show alerts.

Follow @lorealpro on Instagram to stay up-to-date with all the latest Run Le Hair Show news

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21/04/2021 15:34

CREATIVEHEADMAG.COM MAGAZINE

COLOUR

EVENTS

INSPIRATION

FREELANCERS

STORE

COMPETITIONS

EXCLUSIVE

Inspired by the 1970s American collegiate experience, ‘University Year Book’ by Bert de Zeeuw pays tribute to the distinct teen styling found in end of year tomes

Better your blonding skills with Blonde Unlocked, in association with L’Oréal Professionnel Paris, Redken, Matrix and Kérastase

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Make the commitment to your bridal business with the next installment in our SELF/STYLED Sundays series – sign up now!

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It’s back and it’s BIG! Build your business stronger than ever with Salon Smart LIVE’s mix of frontline stories and expert advice

@creativeheadmag

22/04/2021 16:13

#PoweredByBaByliss #StyledByYou

Editor’s letter

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MORE THAN A year on from the start of the pandemic, we’ve all made changes to the way we work and the way we live – and you’ll have seen your clients prioritising different issues. Sustainability and a scrutiny on ingredients and the impact of our actions has been a real point of concern, and we’ve seen more salons stress how this is now a fundamental tenet of their business. It’s why we’ve introduced the Most Wanted Sustainability Hero Award for 2021, to celebrate a salon, group or freelance helping to change the way we live – for the better. We feel strongly that by showcasing great examples of sustainable businesses, more will be inspired to follow suit – read a few standouts from page 62. The past year has also seen the industry ask itself some tough questions about representation, and equality of services and skills. Can the majority of hairdressers truly offer services to all? As we investigate if progress has been made (from page 54), we are thrilled to unveil the Most Wanted Texture Expert Award, for a salon-based or freelance stylist demonstrating standout work with textured hair. Want to meet MWIT20’s victors? Our souvenir supplement is free with this issue – and it’s a belter!

We hope you enjoy it…

Amanda Nottage Editor

amanda@alfol.co.uk

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JOIN US!

It’s May already? This year is whizzing by – don’t miss out on any of these events. Kicking off with Most Wanted and The It List 2021, entries are now OPEN, head to page 42. Go to page 34 to get the latest on new digital space Blonde Unlocked and a not-to-miss virtual event on 10 May. On 16 May SELF/STYLED Sundays make a return with brand masterclasses, business advice and a look at bridal hair skills, see page 30.

And Salon Smart LIVE is fast approaching – 23 May will be a digital day dedicated to learning and getting motivated, turn to page 38. Finally, new podcast alert! To hear about our exclusive two-part series The Creative Collaborators, see page 32. creativeheadmag.com/events

@creativeheadmag

22/04/2021 16:14

May WHAT’S INSIDE 54

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SHAKE IT OFF

Session star Gareth Bromell gives natural texture an A-list edge

ON THE COVER

Hair by Charlie le Mindu for L’Oréal Professionnel Paris Metal Detox

LESS CONVERSATION, MORE ACTION

2020

Is the industry really addressing the wider issue of diversity?

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2020

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FREE INANSTID ED

MOST W LIST AND THE IT PECIAL AWARDS S

THE GREEN DREAM

Ensure sustainability isn’t just a buzzword – discover how you can do more

EDITOR

DIGITAL DESIGNER

DEPUTY EDITOR

ONLINE AND DIGITAL ASSISTANT

AMANDA NOTTAGE DEBORAH MURTHA

ART DIRECTOR

NICK JABBAL

CHIEF SUB EDITOR ADAM WOOD

EVA VESTMANN

KELSEY DRING

ONLINE AND DIGITAL EDITOR

ALISON ROWLEY

COMMERCIAL DIRECTOR LAURA TUCKER

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S LIVE FROM PRINTWORK D THE 2020 MOST WANTE AL FIN & THE IT LIST GRAND T MEN PLE SOUVENIR SUP

CREATIVE PARTNERSHIPS ASSISTANT NATASHA PEARS

CREATIVE PARTNERSHIPS MANAGER JENNY BROOKS

CREATIVE PARTNERSHIPS DIRECTOR JOANNA ANDERSEN

PUBLISHER

CATHERINE HANDCOCK

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SO… WHO CRACKED IT?

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.

WRITE TO US AT: Creative HEAD, Alfol Ltd, PO Box 289, Hexham, NE46 9HJ 01434 610416 enquiries@alfol.co.uk

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

21/04/2021 15:38

2020

Mønster Queens ghd show

Zoë Irwin

RETAIL GIANT AMAZON’S launch of a tech-led salon in London is raising eyebrows across the industry as to the implications for the future of salons’ retail sales.

Amazon Salon in Spitalfields will trial new industry technology alongside providing hair services from Elena Lavagni. The owner of Knightsbridge salon Neville Hair & Beauty, Elena will head up an independent team at Amazon Salon. Customers will be able to try different hair colours virtually using augmented reality mirrors and enjoy Amazon Fire tablets at each styling station.

They will also be able to point at a product on a shelf and the relevant information, including brand videos and educational content, will appear on a display screen.

Customers can scan the relevant QR code on the shelf to visit the product detail page on Amazon.co.uk and buy, with delivery to their home. While initially open to Amazon employees only, the general public will be able to book “in the coming weeks”.

Amazon has said that this will be an “experiential venue to showcase new products and technology”, with no current plans to open any other locations.

John Boumphrey, UK country manager at Amazon, said: “We want this unique venue to bring us one step closer to customers, and it will be a place where we can collaborate with the industry and test new technologies.”

The launch was met with concern by many hairdressers on social media. Adam Reed, who runs Adam Reed London, also in Spitalfields, said: “We as an industry have been hung out to dry and now Amazon thinks it can take us on. Big mistake.”

Most Wanted Legend Sophia Hilton said: “Say your final goodbye to product sales.”

This is the latest move by Amazon into professional beauty, following the launch of its online professional store, which offers more than 10,000 salon items at wholesale pricing, with invoicing and quick delivery.

Leah Hayden Cassidy

CONCERNS GREET AMAZON SALON LAUNCH

Anthony Turner

THE NEWS AND KNOW-HOW FROM YOUR INDUSTRY

Mønster Queens

20 20

MWIT20 CROWNS ITS WINNERS

SEE so much more in our souvenir supplement, free with this issue!

ZOË IRWIN TOOK home the crown for Most Wanted Creative Talent for the third year in a row, securing her status as a Most Wanted Legend, in a Grand Final that was livestream broadcast from the iconic Printworks, hosted by comic Russell Kane. From the small (Best New Boutique Salon, Paint & Powder) to the super-sized (Best New Salon, Mesart), the night’s winners showcased a variety of hair talent from across the UK and Ireland. Anthony Turner scooped the Session Stylist award on the night, as well as blowing away the audience with his Mønster Queens show. The It List also dazzled, with Leah Hayden Cassidy becoming the first barber to be named The It Girl and ghd celebrating 20 years of magic with a stunning show.

The P R Brief

SLBPR’S SHARON BRIGDEN SHARES HER MUST-DOS FOR MAY

Public relations is the management of your brand. It’s not just for big companies – it’s for every salon. You are the hair experts, and you need to tell everyone.

Consider where you sit in your community, what you offer and then shout about it.

DO THIS NOW

• Think about what makes your salon special and what sets it apart from the others in your area – this is your USP. • Other salons probably offer similar services, but they may not shout about them, so make sure you do.

• Make yourself the voice of authority in your area. Your aim is to make your salon the first place people think of when they think ‘amazing hair’.

• Highlight this in everything you do –

across social media, with local media, and when talking to local businesses.

• Use these opportunities to talk about the hair solutions that you can offer, such as working with curls or offering a full extensions service.

• Make clients feel special and pampered but in a way that makes them feel this is what they deserve.

• This also subconsciously builds and reinforces the brand in their minds AND – the big one – your hair expertise.

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HARP Elegantly styled, delicately poised yet extremely durable

www.takarahairdressing.co.uk

#CHedit

Lockdown SOCIAL MEDIA MY month has cost every TOPS BUSINESS AHEAD What May has hairdresser an PRIORITIES in store for... average £11,600 MAXINE MCARTHUR COVID-19 HAS COST hair and beauty professionals an average of £11,603 in earnings, with losses expected to rise to more than £12,800 before the end of the pandemic.

That’s according to a survey by small business insurer Simply Business, which also found that almost one in 10 businesses have permanently folded. But despite the stark figures, confidence remains high that recovery will be possible, as despite the challenges there are encouraging signs. More than 99 per cent of those surveyed expect their business to survive past 2021, and there were just as many respondents planning to start a new business as there were who had permanently ceased trading (9 per cent).

The research also showed that the vaccine rollout has boosted confidence among hairdressers, beauticians and salon owners.

Two-thirds (66 per cent) agreed that the rollout has made them more confident about the recovery of their business.

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HAIR AND BEAUTY company owners are focusing on social media to grow their business following a year of rolling lockdowns, according to a report by salon supplier SimplyHairUK. Of the 500 respondents, 44 per cent said they are focusing on growing their business’ social media profile this year, while 35 per cent saw growing their social media profile as offering the biggest opportunities for business growth.

The survey highlighted where salon owners and stylists see the biggest investment and growth opportunities – namely social media and specialist treatments, together with ‘Instagrammable’ salon aesthetics. Nine out of 10 (89 per cent) salon owners believe social media presence has a strong, or very strong influence on how a client chooses a salon, with 78 per cent agreeing that a strong social media following will help them to attract higher-paying clientele and justify charging more for current services. In comparison, e-commerce and website development appeared lower down the priority list, suggesting that salon owners no longer see their website as their main virtual store presence.

km

The estimated length of hair chopped off in re-opened salons across the nations on 12 April, calculated by Vera Clinic. According to additional data from Capital Hair and Beauty, 10 per cent more consumers were booking into salons than pubs in April.

New #SKPCollective revealed SIX NEW advocates for the digital influencer group The #SKPCollective have been announced. They are, pictured above from left: Daniel Granger’s Rebecca Jacques, Cheveux’s Stacey Whyte, Tweedie & Marshall’s Justine Weir, Ashley Gamble’s Darcey Clarke, Ishoka’s Justin Mackland and Ashleigh Farelly from Hair by Ashleigh.

The #SKPCollective’s members will receive bespoke training focused on social media alongside content generation opportunities, including shoots with fashion brands and behind the scenes at shows.

Serie Expert Blow-dry Fluidifier from L’Oréal Professionnel Paris is the ultimate blow-dry cream to give longer lasting styling results, powered by vegetal proteins activated with heat. lorealpartnershop.com/uk

MW EDUCATION

“I have a feeling I’ll be doing lots of colour correction work; I’m fully booked with clients and I’m also resuming teaching at Glasgow Clyde College, and will be submitting my Wella TrendVision entry. I have managed to get through to the final twice, so I am hoping I can do the same again this year.”

ROB WHITE NASHWHITE

“It’s been a joy seeing all of our clients again. We’re busy with our exciting new project @nashwhite_works and preparing for our talk at Salon Smart LIVE. Starting with the two of us and now leading an award winning team of 28, we’ll be sharing not only the highs, but the challenges and how we’ve overcome them.”

MOVERS AND SHAKERS John Paul Mitchell Systems has announced Michaeline DeJoria as chief executive and Jason Yates as president of the company.

Aveda has appointed Joe Hill as its new international technical capability manager.

Siobhan Jones has joined Blush + Blow to offer a new Colour Bar. HAIRDOTCOM has added wellness expert Vanessa Tucker to its education team.

Wella Professionals Tre ndVision Award deadlines You have more time to have been extended! consider how to blow awa y the judges with your which now close on 11 photographic entries, May. finalists are ann ounced the week of 7 Jun 10 e 008-010_News.indd 2

22/04/2021 12:05

Ultra light. Ultra quiet. Incredibly powerful.

Let your creativity fly.

www.divapro.co.uk

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20/04/2021 15:10

Luke Hersheson portrait by Jon Baker (@bakerbang) THE BIG IDEA

“You took care of us. Now let us take care of you”. That’s the sentiment behind a nationwide campaign launched by Hershesons and designed to thank NHS nurses for their hard work in the past year, while also celebrating UK salons being back in business.

The campaign #Hair4Heroes asks participating salons to pledge one hour per week of every stylist’s time to give NHS nurses a free cut and blow-dry as a thank you. Each salon is asked to nominate three additional salons to do the same via @hair4heroes on Instagram, in the hope that the campaign will spread across the UK, giving nurses nationwide the chance to visit their local salon for a free hair treat. “More than ever, we’ve got to look at giving back. I want to ensure it isn’t just about Hershesons, but goes nationwide,” explains chief executive Luke Hersheson. “Nurses put themselves at risk and have done so much. After the first lockdown I saw a lot of discounts, but I think there needs to be a full commitment. It’s time away from everything for them, a proper treat. In the grand scheme of things, an hour a week from a stylist isn’t a lot, right?”

It also taps into the mental health issue that has now been elevated post-pandemic. “There’s a real link between how you look and how you feel. And I think that we as an industry can really capitalise on that, and really help people feel better by making them look better,” he adds.

Luke has brought on a fair few salons himself, including John Frieda, Daniel Galvin, Larry King, George Northwood, and Not Another Salon, and hopes there will be a snowball effect as they push out their nominations. Open to salons and freelancers, everyone involved can download a digital campaign certificate acknowledging their participation and post their pledge at @hair4heroes, where there’s also a guide on taking bookings. Kicked off as salons in England reopened, the campaign runs until the end of September.

Want to help the Hair for Heroes cause?

Visit hair4heroes.co.uk or @hair4heroes 13

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20/04/2021 15:11

A fresh addition to Revlon Professional’s Magnet line, the Ultimate Technical Additive takes just 10 minutes to counteract the effects of external aggressors during technical services and tackle hair damage.

IN-SALON SERVICE 020 7391 7440

Semi Di Lino SMOOTH Rebel Hair from ALFAPARF Milano hydrates, tames and smoothes rebellious locks while fighting frizz caused by humidity and atmospheric agents.

RRP FROM £13.50 SKILPATRICK@XPERTHAIR.CO.UK xpertprofessional.co.uk

revlonproshop.com

AUTHENTIC BEAUTY CONCEPT’s new brush is approved by The Vegan Society and is crafted from FSC-approved beechwood with a blend of natural and nylon bristles.

Irresistible services consumers will want to snap up, selected by the Layered team

RRP £40 0800 328 6920 authenticbeautyconcept. co.uk

MONAT has unveiled a Purifying Hair range with a 2 in 1 Scalp Purifying Scrub and shampoo, alongside a Purifying Vinegar Shampoo, infused with apple cider vinegar and AHAs to break down and dissolve skin cells, dissolves sebum or product build-up.

RRP FROM £32 monatglobal. com/uk

The JOICO Blonde Life Lightening Powder has enjoyed a facelift, with new packaging that’s easier to recycle, and a formula that’s more powerful than ever.

IN-SALON SERVICE 0845 071 2326 joico.eu

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Did you know that there are olfactory receptors in hair follicles? It’s true! NIOXIN’s newest treatment for hair loss taps into this little-known fact with a revolutionary ingredient. NIOXIN Anti-Hair Loss Serum uses Sandalore, a synthetic version of sandalwood, which helps to stimulate the hair follicles along with caffeine, lauric acid and niacinamide. Together, the targeted ingredients help prolong the hair growth phase and produce denser hair, as well as making hair stronger and more resilient. Talk about the sweet smell of success!

RRP £48 020 3901 1163

Matrix has eight new neutral shades across its SoColor Permanent and SoColor Sync tone-on-tone ranges, all pre-blended and pre-bonded!

IN-SALON SERVICE 0800 030 4034 matrixhaircare.co.uk

Infused with peppermint and rosemary, Rossano Ferretti Vivace Dry Shampoo Crème is the luxe alternative to chalky sprays from the global brand ambassador for Great Lengths.

RRP £14 0113 278 1292 greatlengths.com

Grab The Kure range by Amika; its bond repair shampoo and conditioner are formulated to nourish and protect, while its multi-tasking repair treatment is a 60-second mask proven to strengthen hair.

nioxin.com

RRP FROM £16 0845 345 8535

Great Lengths GL Tapes are now even more subtle with these Cover Bands, available in four colours and placed directly on top of a GL Tape to disguise application.

Knock brass on the head with Aveda’s purple toning Blonde Revival, a 96 per cent naturally derived, vegan, and silicone-free system that’s designed to revive blonde hair in just one use.

alanhoward.co.uk

SALON PRICE £15 FOR A PACK OF 10 0113 278 1292 greatlengths.com

RRP FROM £22.50 0370 192 5650 aveda.co.uk

CREATIVE HEAD

22/04/2021 16:53

#CHedit

STOCK OPTIONS

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

You can take all of the colour training courses you like, and impress upon your clients the need to care for their hair with professional products, but you may still discover the results of your colour work aren’t exactly what you planned. Don’t worry, it’s not you – it’s something in the water. Tiny copper particles in water can end up inside the hair shaft, reacting to your colour process and damaging the hair, affecting both colour take up and condition. A simple spray takes it all away. The revolutionary Metal Detox range from L’Oréal Professionnel Paris is your new best friend, working on all hair types and textures, colour or no colour.

The Professional Pre-Treatment Spray takes seconds to work, with breakthrough ingredient Glicoamine able to penetrate the hair shaft and neutralise the metals built up in the hair. Wash with the creamy micellar Metal Detox Shampoo to extract the metals, and finish with the Metal Detox Mask to help prevent further build-up. Easy-peasy additions to any colour service using any brand, which will make a huge difference.

SPRAY IN-SALON SERVICE; RRP £25 EACH 0800 030 4034 lorealpartnershop.com/uk

IT’S ALL ABOUT… STRENGTH Acidic Bonding Concentrate from Redken is a three-step system of shampoo, conditioner and perfecting leave-in treatment that helps to protect weak bonds and improve the hair’s strength and resilience after a bleach or colour service.

RRP £21.50 EACH 0800 030 4034 lorealpartnershop.com/uk

CREATIVE HEAD

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Serie Expert Blondifier Leave-In Resurfacing Balm from L’Oréal Professionnel Paris is a lightweight sealer that resurfaces and restores the strength of hair fibres postblonding. It has the added benefit of heat protection, proven to help reduce breakage by 86 per cent!

RRP £16 0800 030 4034 lorealpartnershop.com/uk

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WHY DID YOU WANT TO BE A HAIRDRESSER? I’ve always been fascinated with hairdressing. I first became interested in the craft after discovering America’s Next Top Model at a young age. I was intrigued by session styling. I remember saving my pocket money at the age of eight to buy a mannequin head to replicate the styles worn on the catwalk. It was a hot mess, but I loved it!

What I love most about hairdressing is the artistry.

NATHAN KLEIN INSTAGRAM: @CREATEDBYKLEIN

SALON: SIMON WEBSTER HAIR, BRIGHTON WHAT HAVE BEEN YOUR HIGHLIGHTS SO FAR? I’ve been super-fortunate to have had lots of exciting opportunities – working at London Fashion Week, on photoshoots and finalising at awards, especially The It List, which is a major dream of mine!

I feel beyond grateful working at Simon Webster Hair, as I’ve found my tribe.

One of my major highlights has to be assisting at HOB Uncut 2019, where I shadowed Akin Konizi and his incredible team. It was a phenomenal experience to assist one of my hair icons and understand his working process.

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WHERE DO YOU SEE YOURSELF IN 10 YEARS’ TIME? I’d love to be an educator representing a brand as a colour ambassador, giving back to the next generation. And working with a styling brand producing campaigns and working more at Fashion Week. I have no burning desire to own a salon, just the ability to be creative and master my craft.

WHAT WOULD BE YOUR DREAM HAIRDRESSING GIG? To do colour education globally, and I must admit I’d love the opportunity to do Adele’s hair for Vogue, which funnily enough Simon Webster’s already done. I think we’d have a right laugh together!

CREATIVE HEAD

21/04/2021 16:00

Salon - Iron Out The Kinks - Creative Head - PRINT.pdf

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Inside story THE WHITWORTH STREET CREATIVE STUDIO MANCHESTER

COULD THIS STUDIO be the first true post-pandemic salon? Originally HiveMCR, founder Patrick Marrow has unveiled a new look, name and business model. He says: “I noticed a huge shift toward the freelance space approach, and the more I talked to people, the more I realised I had an opportunity to empower those who wanted to create a different work/life balance. I reset my business model and felt that, as a result, wholesale change was needed.” A new vibe and aesthetic was required, with inspiration found from the feel of a New York studio apartment. “Cosy but clean, uncluttered and stylish; a light-filled, bright, exciting space,” is how he captures it. Takara Belmont Adria II chairs have been customised by Dronfield Upholstery Services, while the black-brushed steel backlit sign at the basin is a real conversation starter, created by Original Metal Work UK in York. It’s a favourite piece, alongside the pub sign, installed by Manchester’s own Scan-stick, and the graphic design running through the space by friend and client, Emily D’Andrea (@lobsterhousestudios).

HOT BUY A PRIME NUMBER

RS PRIME by Takara Belmont is perfectly engineered for salons with limited space. It has a gel-filled neck cushion, a 16-degree tilt mechanism, thermostatic control that regulates water pressure and temperature, and a clever hair-trap system to stop blockages. £2,380 020 7515 0333 takarahairdressing.co.uk 18

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now open THE ART HOUSE COLCHESTER

Part-salon, part-art studio, The Art House is home to Manic Panic artist Verity Clarke, who hosts a space with no boundaries, no worries and no judgement.

CREATIVE HEAD

20/04/2021 15:20

REALISE YOUR

blonde ambition

THE EXPANSIVE BLONDE LIFE COLLECTION FROM JOICO IS HERE TO HELP YOU CREATE ANY BLONDE YOUR CLIENT CAN DREAM OF. FROM INITIAL LIFT TO POST�SALON CARE, THERE’S NOTHING YOU CAN’T ACHIEVE IF YOU HAVE THE VISION

Buttery, warm blondes, ashy cool tones, serene Nordic shades, there is so much choice when it comes to creating that perfect blonde. And it requires the right products to showcase your professional skills and wow clients.

Step forward JOICO, keen to celebrate the beauty of individuality. Create a bespoke blonde for every situation with JOICO Blonde Life products, which include lighteners,

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toners, and homecare products, to keep your colour work alive long after it’s left the salon. The Blonde Ambition mission?

To help the world see blonde hair in a whole new light, with transformative lift that takes any client from dark to light.

No matter what the desired blonde vibe, JOICO can help you achieve it. For blondes of every shade, every hair type, and every texture – what is your Blonde Ambition?

20/04/2021 15:53

lighter side

WELCOME TO THE

YOUR BLONDE COLOUR SERVICES BECOME A BREEZE WITH JOICO BLONDE LIFE LIGHTENING PRODUCTS

Choose from an array of world-class lighteners that give you the confidence to take any blonde client to new heights. Whether your goal is gleaming golds or perfectly polished platinum, the Blonde Life collection helps to fend off the familiar threats of brassiness, fading and damage. The iconic Blonde Life Lightening Powder is designed to fulfil every blonde need and desire, with fast-acting lift that never compromises on hair quality or shine. Get up to nine levels of lift* with this powerful formula that safely kicks things up a notch.

With bond-building arginine and a nutrient-rich blend of tamanu and monoi oils, you can ensure exquisite hair quality and condition. Colour with or without foils, the Lightening Powder works brilliantly in either situation. This flexible formula is ideal for all clients, all textures and all base colours, proven to keep blondes bright and ontone for up to 8 weeks.** All four of these model looks were created with the same Blonde Life Lightening Powder, which illustrates that the only restriction is your imagination.

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• Up to 9+ levels of fast-acting lift*

• The quickest way to brighten & lighten hair!*

• Proven to keep blondes bright and on-tone for up to 8 weeks** • Healthy-looking results without additives

• Blondes that look healthier and feel nourished • Strengthens hair, reducing breakage by more than 54 per cent in just one treatment***

20/04/2021 15:53

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STAY FROSTY

For those who prefer an icy kiss of colour, the latest additions of Blonde Life Violet Care products offer superb formulas to combat the dreaded ‘Bs’ – Brassiness, Brittleness and Breakage, and keeping everything cool by freezing out unwanted yellow tones.

The unique JOICO SmartRelease technology delivers softness and shine, while detoxifiers get to work neutralising chlorine and trace minerals to knock out that brassiness before it can take hold.

*Versus other JOICO lighteners. **When using Brightening Shampoo and Conditioner/Masque, which preserve more than 80 per cent of hair colour after 18 washes. ***Against combing breakage on damaged hair; when used with JOICO Blonde Life Brightening Masque versus a non-conditioning bleach.

Join JOICO in celebrating #BlondeLife4All and discover a world of blonding that celebrates the innate confidence and individuality of your clients. Break away from conventions, from restraints of hair types, colour or lifestyle and blonde with confidence.

Give your creations the maintenance boost they need with dedicated Blonde Life care products, including the Brightening Shampoo, Conditioner, Masque and Oil. A collection of homecare products that protect, detoxify, and bump up the brilliance and strength of hair that’s been bleached, double-processed, or lifted to new heights; while preventing environmental damage and off-tones. Get step-by-step tutorials on how to create each of the looks above at joico.eu/blonde-life

we blonde

HAIR AND COLOUR Olivia Smalley, Gina Bianca, Larisa Love, Jill Buck. PHOTOGRAPHY Hama Sanders.

I BLONDE, YOU BLONDE

20/04/2021 15:54

LOVE AT

first lift

WE ASKED SOME TOP JOICO COLOURISTS WHAT IT IS ABOUT BLONDE LIFE THAT MAKES THEIR HEARTS FLUTTER…

BRUNO MARC GIAMATTEI

KATRINA KELLY

DAN SPILLER

JOICO AMBASSADOR FOR EUROPE, UK & IRELAND

JOICO EUROPEAN COLOR DESIGN TEAM MEMBER

JOICO COLOR AMBASSADOR FOR EUROPE, UK & IRELAND

“My introduction to JOICO was the Blonde Life Lightening Powder, and I couldn’t believe that you could get such amazing results from a lightener. It’s so easy to use, it doesn’t dry out; it gives incredible lift without brassiness and the condition of the hair after use is incredible.

We’ve never worked with a product like it.”

“Blonde Life is the range that keeps on giving – lightening, brightening and toning, along with a homecare regime that banishes brassiness, leaving hair hydrated and shining. Blonde Life gives hair life, it’s a dream to work with.”

“I love how versatile the Blonde Life range is. I have achieved amazing results using it – from delicate lights using the gorgeous Hyper High Lifts to an intense global application with Crème Lightener. Blonde Life lightening products combined with Quick Tone Liqui-Crème Toners allow you to achieve extraordinary results. They also give you the opportunity to offer your clients an express service.”

ARE YOU READY TO HELP THE WORLD SEE BLONDE HAIR IN A WHOLE NEW LIGHT? EXPLORE THE FULL RANGE AT JOICO.EU @JOICOEUROPE JOICOEUROPE #BLONDELIFE4ALL #BLONDEAMBITION #BLONDEBRIGADE

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20/04/2021 15:54

club

.com/ g a m d a e h e iv t a cre

SIGN UP NOW

AND RECEIVE AN EXCLUSIVE REVLON PROFESSIONAL MAGNET BUNDLE, WORTH

£50

FOR JUST

£10

YOU’LL GET • 10 issues of Creative HEAD

magazine delivered to your door

• Exclusive ticket prices for Creative HEAD events***

• Exclusive competitions and prizes

• Free product samples from leading professional brands

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The first 20 new Creative HEAD Club members will receive exclusive products from the new Revlon Professional Magnet range, worth £50.

Goodies include the Ultimate 9 Powder and the Ultimate Developer 20Vol. The Revlon Professional Magnet range prepares, protects and repairs the hair and enable hairdressers to overcome technical challenges with confidence.

Already a Creative HEAD Club member? Then we’ve got something extra special for you, too! One lucky winner will receive a bumper bundle, worth £190,** featuring products from both the Magnet and Magnet Blondes ranges. The Magnet Blondes is the ultimate lightening range to achieve the boldest blonde looks with up to 9 levels of lift.

For more information visit revlonprofessional.com

*

*For the first 20 new members to sign up between 1 May and 31 May 2021. Subject to availability, no cash equivalent will be offered. **Includes Ultimate Pre-Tech Equalizer, Technical Additive, 9 Powder, 7 Powder, Soft Lightener, Developer 20Vol, Protective Daily Shield, Reparative Serum and Magnet literature. ***Selected events only, for more details contact events@alfol.co.uk

CLUB

21/04/2021 15:42

THE BUSINESS EDIT

HAS COVID CREATED A NEW ERA OF HAIR ENTREPRENEURS? WITH HAIRDRESSING AND BARBERING unable to offer services during so much of the past 14 months, thousands of stylists across the UK were stuck on furlough for months and some made redundant by hard-pushed salon owners.

But a side-effect of this impact has been the forced entrepreneurship it has birthed; there has been a 33 per cent increase in people starting hair and beauty treatment businesses after being made redundant, with almost half of new business owners starting out because they have always wanted to be self-employed.

Almost 500 new hairdressing and beauty treatment businesses were created while Britain was on furlough, while the number of registrations by those made redundant increased by a third in the past year to create more than 1,100 new companies, according to The Accountancy Partnership.

While unemployment and money struggles played a significant part in this surge of business registrations, almost half (46 per cent) of entrepreneurs who started businesses during the pandemic said they

had always wanted to be self-employed or own a business.

During the pandemic, the salon Abbey Jarrold worked at unfortunately closed for good. “This was a blessing in disguise,” she admits, as it gave her the impetus to open up a studio at home. “It’s the best thing I could have done for myself. I’m in control of my own clients, bookings and timings, and while it’s really busy now I know that soon it will start to ease. I’ve also noticed that now I have my own place I’m getting more recommendations, which is lovely.

My clients seem to be supporting me as a person which is great. I had two new clients already by the end of my first day open.”

Having planned to work in Australia, lockdown was a ‘curveball’ for Harriet Stokes. “I had to change all my plans. I hadn’t reached my final day in the salon, so I went into lockdown on furlough. This gave me space and financial security, which meant I was able to think about where I wanted to go next.” She has since become freelance and set up education brand Humankind Hair with Annaliese Hesse. “I realised that I need to be more in control of my own life.”

TAMMY NEILLINGS SEED STUDIO

I had been working full-time in a salon as a manager when lockdown came. This gave me time to reflect and question what I wanted. I decided to step back from management to focus more on clients and ‘doing hair’. After a month I realised I needed to make more changes, and this was when the idea for Seed Studio was born. I needed space to cultivate my own ethos and style of working after so long working for someone else. I wanted a small space to work in to offer a one-to-one client focus. The Covid-19 regulations allowed me to create a private studio with no worry of any other people turning up! I work on my own which has been a challenge.

I’m learning every day where my skills lie, and it’s not in organisation! But I’m loving it. It was a scary time to do this but I’ve had amazing support. This past year has shown that we have to be able to adapt to change at any point; it’s good to feel comfortable with that.

LIFE LESSONS

COS SAKKAS TONI&GUY

Step out of your comfort zone.

Our industry has really inclusive events where you meet some brilliant hairdressers from so many different places. It opens your mind to how other people think and do things.

You also meet great artists and photographers who will take you in a new creative direction.

Enter competitions. Do as much as you can and join teams that are going to give you something to focus on, such as the Wella TrendVision Award, and its student element, Xposure.

As a judge I look forward to seeing how up-and-coming artists express themselves.

Learn as many techniques as you can. You want to grow into a confident and complete hairdresser who can work on all aspects of hairdressing, not just what’s popular now. When I started, cutting was the ‘in’ thing, I wasn’t very good at long hair or editorial work. I set that as my personal learning goal.

Try something new. During this lockdown my mental health awareness really escalated. I started training in my garden and got a piano. It helped me chill out and escape… and it was great to get my fingers going again!

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APPLY THE SCIENCE *In a 16-week double-blind clinical study versus placebo among 120 consumers with hair loss

NOTICING AN UPTICK IN CONCERN FROM CLIENTS ABOUT THINNING HAIR? OFFER THEM EXPERTISE AND PRACTICAL SOLUTIONS TO SOOTHE THEIR FEARS, BOTH IN-SALON AND AT HOME, WITH NIOXIN

THE TOLL THAT the pandemic has taken on clients is evident from their accounts of increasing amounts of thinning hair or excessive hair fall. Hair loss can be scary and heartbreaking – so what are you going to do about it for your clients?

NIOXIN’s range of care and styling products are designed specifically to support and encourage growth for thinning and fine hair. The brand is backed by more than 30 years of dedicated independent research and has received the support of the Institute of Trichologists – the world’s foremost professional association for the study and science of hair. “The symptoms of Covid-19 can go on for months and months and, unfortunately, so can the shedding of hair,” says leading trichologist Mark Blake. “Hair is non-essential tissue that needs lots of energy to grow, but it has to take a back seat when the body is under stress and needs to survive.” This means hair follicles may be shut down by the body when it is in survival mode due to stress.

From shampoos to targeted treatments, NIOXIN offers science-led solutions for clients who are agonising over hair loss. In-salon treatments such as Dermabrasion and the best-selling 3D Care System help to exfoliate the scalp and encourage new growth.

THE SCENT OF SUCCESS

Mark recommends NIOXIN’s 3D Care System kits, which comprise a Shampoo, Conditioner and Treatment, for his clients. There are six kits to choose from, depending on the severity of the thinning and if the hair is coloured or chemically treated, to address Derma, Density and Diameter – the three signs linked to hair thinning. Encourage your clients to be proactive and continue their hair loss recovery with NIOXIN homecare.

NIOXIN’s Anti-Hair Loss Serum with Sandalore is an intensive treatment that thickens hair from first use, improves density and reduces hair loss. It utilises Sandalore (a synthetic version of sandalwood), caffeine, lauric acid and niacinamide to stimulate follicles. Clinical trials revealed: 98 per cent said it was gentle on the scalp* 91 per cent saw reduced hair loss* 98 per cent felt improved hair anchorage* 95 per cent said it offered effective scalp care* 95 per cent noticed less hair in the brush*

“WE ARE CONFIDENT THAT THIS IS A GAME-CHANGER AND WILL PROVE TO BE THE SOLUTION MANY PEOPLE HAVE BEEN LOOKING FOR” ZOË IRWIN, NIOXIN EDITORIAL AMBASSADOR

LEAD YOUR CLIENTS WITH SCIENCE-BACKED SOLUTIONS FROM NIOXIN. VISIT UK.WELLASTORE.COM @NIOXIN

CREATIVE HEAD

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@NIOXINPRODUCTS

@NIOXIN #IUSENIOXIN #MYNIOXINJOURNEY

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20/04/2021 15:23

#BusinessEdit

Are you checking the guidance?

Guidance to ensure safe working for close contact businesses is being regularly updated across the four nations, so make sure you stay up-to-date and stick to the rules, says NHBF director Tina Beaumont-Goddard. She says: “There is now more emphasis on ensuring good ventilation and it’s important to understand how the rules about close contact working vary across the four nations. Much of it is similar, but you do need to look out for the updates and make sure that the way you work complies with the latest guidelines.”

In Wales, for example, staff must wear a fluid-resistant surgical face mask (FRSM), goggles or a full-face visor and disposable gloves and apron for high-risk close contact treatments on the face. More information can be found at nhbf.co.uk/four-nations. Check out the NHBF’s coronavirus hub for information and updates at nhbf.co.uk/coronavirus and its reopening guide at nhbf.co.uk/back-to-business-guide

TEST & TRACE RULES CHANGE IN ENGLAND THE RULES ON what you must do when a group enters your salon or barber shop have changed for England. You must ask every client or visitor (not just a lead member of the group) to scan the NHS QR code using their NHS Covid-19 app or provide their name and contact details.

Don’t forget that when collecting and storing data you will need to comply with strict data protection regulations.

Find out more at nhbf.co.uk/test-and-trace and nhbf.co.uk/gdpr

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SURVEY REVEALS TOUGH ROAD AHEAD FOR HAIR AND BEAUTY

NEARLY HALF OF hair and beauty businesses (46 per cent) are unsure if they will survive until close contact rules come to an end, according to the latest NHBF state of the industry survey. Key findings include: • One in six business owners (16 per cent) have made redundancies as a result of the pandemic, with only two in five able to rule out further redundancies and 59 per cent cutting staff hours to save costs • More than half of businesses (55 per cent) have had to cut apprenticeships during the pandemic. Only 11 per cent are likely to take on new apprentices in the next three months, despite recent government initiatives In response, the NHBF is now calling for more apprenticeship incentives for employers. The survey also found that when open under close contact rules before the most recent lockdown: • Almost one in four businesses (23 per cent) were not earning enough to cover outgoings such as rent, overheads, staff costs and stock • 38 per cent were just about breaking even • Only two in five hair and beauty businesses were making a profit “These crucial findings will be presented to the governments in England, Wales and Scotland and to the Northern Ireland Executive,” says NHBF chief executive Richard Lambert. “With continued support from each national government and a coherent plan to phase out social distancing and operational guidelines as soon as it is safe to do so, we are confident that our sector will play an important role in the UK’s economic recovery, and also socially in restoring the mental health and wellbeing of the nation as a whole.”

Staff workplace pensions update Employers must contribute to their employees’ workplace pension if they asked to join the scheme and earn more than a certain amount. The new minimum earnings for staff in the 2021/22 financial year are £520 a month, or £120 a week, or £480 over four weeks. However, you must automatically enrol all employees who earn more than £10,000 a year and are between 22 years of age and pension age. A guide to workplace pensions is available for NHBF members at nhbf.co.uk/pensions-guide

CREATIVE HEAD

20/04/2021 15:24

POWER IN YOUR HANDS

WITH FOUR SALONS In south London and Surrey – one of which is more of a hair loss clinic and the other three channel ’50s Americana vibes – Traci Sharp needs to be sure that prospective clients on Treatwell are booking the right services, which can include complex extensions appointments. But because she has the power to describe each and every service in precise detail, she’s confident clients can choose the right option. And with about 80 per cent of her clients booking online, it’s working.

She explains: “On the Treatwell Connect menu, when a client selects a service there’s a little text description, so that’s where we come to life in editing that correctly to make sure we really explain what our services are about.”

Traci continues: “Treatwell is a conversation starter and a communication tool.

When I joined I had 100 clients. Within six months it had grown to 800 clients, it was insane. We literally use every part of the software: the emails, the text reminders, the reviews, we enter the awards… and I use it to monitor everything.”

And it’s a doddle to set up, too. “Treatwell Connect is so intuitive you can’t really go wrong. You select the service you want, and then a sub-service and it prepopulates time and price. Within a week all the staff were using it and managing their own diary from their phones.”

With four salons to keep ticking along nicely, the worry can be seeing empty columns. “I think every salon stresses out that the diary can look empty,” she smiles.

“But with Treatwell you log in on a Monday morning and then everything’s like ping!

Ping! Boom – money is back in the diary!”

And she doesn’t look at Treatwell as just a salon system. “For us, digital has been about growth. We couldn’t have got to where we’ve got without having good admin,” she says. “Recruiter, marketer… that’s what Treatwell really is. All those people in one.”

HAIR AND MAKE-UP Cat Parnell @ LHA Represents, assisted by Chloe Rose.

PHOTOGRAPHY Harvey Williams-Fairley, assisted by Ben Sage.

VIDEOGRAPHY twobytwo. STUDIO Alva East

WITH FOUR SALONS TO RUN, EVERY DAY COULD BE A JUGGLE FOR TRACI SHARP, OWNER OF THE GLAMOUR GARAGE. BUT THANKS TO SALON SOFTWARE TREATWELL CONNECT – ALL THE CONTROL SHE NEEDS IS AT HER FINGERTIPS

BE PART OF THE GREAT SALON SWITCH UP, BECAUSE #THEFUTUREOFHAIRISDIGITAL. DISCOVER HOW TREATWELL CONNECT CAN HELP TO LEVEL UP YOUR BUSINESS, NO MATTER WHERE YOU ARE ON YOUR JOURNEY. FOR A FREE CONSULTATION, VISIT TREATWELL.CO.UK/PARTNERS CREATIVE HEAD

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22/04/2021 16:16

#BusinessEdit

MISSION CONTROL

PUTTING YOU IN THE DRIVING SEAT OF YOUR SALON

in association with Phorest Salon Software

THE AVERAGE REVENUE MADE BY THE CLIENT RECONNECT FEATURE WAS JUST OVER £2,000 PER SALON, PER YEAR IN 2019 BASED ON THE ASSUMPTION THAT SALONS PAY 5P FOR SMS, THE RETURN ON INVESTMENT ON CLIENT RECONNECT SMS ACTIVITY FOR UK SALONS IN 2019 WAS 5,400% THE AVERAGE RETURN ON CLIENT RECONNECT SMS INVESTMENT IS 54-TIMES THE COST OF SENDING AN SMS THE MISSION: KEEPING CONNECTED WITH CLIENTS In 2019, one The average in four salons revenue per using Reconnect reconnected regularly generated client is enough revenue to cover their annual Phorest subscription costs

£50*

“I have come to rely on Client Reconnect. As a business owner it really feels like it has your back. Making sure we don’t lose clients is our number one priority and to be able, at a click of a button, to reach them before it becomes too late is invaluable.”

SINEAD KELLY, SINEAD KELLY LONDON

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KEEPING UP WITH YOUR CLIENTS’ BEHAVIOUR It goes without saying that salons across the UK will have had an incredibly busy few weeks since being back open, with more to come. While a lot of your clients didn’t want to face another day with their regrowth staring back at them in the mirror, there is another contributing factor to your reopening success that needs credit: the way you stayed connected with your clients throughout lockdown. Lockdown saw salons keep up their newsletters, check-ins and get creative on social media in a bid to keep the connection going.

While we do not yet know the long-term impact of lockdown on consumer behaviour, it’s important to think about what happens in a few months’ time when the salon gets back to some kind of normality and you notice a change in the routine of your clients.

Client Reconnect is a Phorest feature designed to ensure you can easily keep track of your clients and their behaviour, and engage with them just at the right time to avoid a change in routine or loss of the client altogether. With clever segmentation and targeting, Client Reconnect allows you to reach out to clients without having to manually scroll through your database. It allows you to reach out via either SMS or email and can be targeted based on their preferred treatments and/or routine.

While some may feel email alone is enough, it’s important to remember that, on average, salons only have about 30 per cent of clients’ email addresses. Don’t let your efforts go to waste – ensure you use your SMS capability and see an increase in the successes of your campaign, after all, you could end up reconnecting with at least 42 clients.** Abigail Walsh is the regional marketing manager at Phorest Salon Software UK & Ireland.

Find out more at phorest.com and @phorestsalonsoftware @phorest.ukie

*This is just the revenue made from the reconnected appointment and excludes subsequent appointments that a client will go on to make. **Figure based on average clients reconnected in 2019

WITH SALONS AND barber shops reopened across the UK, Phorest Salon Software is here to help ensure your business remains booming after that initial crazy period has passed. We all know it takes far less money and effort to keep a client rather than attract a new one, so wouldn’t it be wonderful to have a way of knowing when certain clients were thinking about moving on or visiting less often? Well, Phorest has a clever bit of kit that could help you identify such consumers… and keep them coming back for more!

CREATIVE HEAD

20/04/2021 15:27

Return to

strength REBUILD. REBALANCE. RECOVER. REVEAL

The new Revlon Professional Magnet Ultimate Reconstructing Service can leave hair three-times stronger Before SLOW AND STEADY doesn’t always wash with clients – they want results NOW, especially after being denied access to their stylists for so long.

But between the stress, the months without professional attention and the who-knows-what used on their hair, can their hair take the technical services they need? Revlon Professional’s much-loved Magnet range has evolved to go a step further in creating the perfect canvas for your work. Say hello to the Magnet Ultimate Reconstructing Service, which has been designed to create new bonds and improve hair condition before or in-between technical services.

It’s the perfect treatment step before colour work, especially when your client’s hair is damaged.

CREATE NEW BONDS AND IMPROVE STRENGTH IN FOUR SIMPLE STEPS: REBUILD

REBALANCE

RECOVER

Use Magnet Ultimate Technical Additive mixed with water and leave on for 10 minutes. It counteracts the negative effects of external aggressors during technical services, and tackles existing hair damage.

Cleanse and rinse with Magnet Ultimate Post-Technical Shampoo. This soothing formula rebalances the hair’s pH levels for vibrant colour and shine.

Reach for Magnet Ultimate Post-Technical Treatment. Cover the hair from root to tip with this deep treatment and leave on for 10 minutes to recover and reinforce the hair’s internal, structural bonds.

After

REVEAL Dry hair and proceed with your desired technical service.

“Magnet has given us the utmost confidence in providing our clients with perfect results while maintaining the maximum respect for their hair” MARK LEESON, REVLON PROFESSIONAL GLOBAL ARTISTIC AMBASSADOR Are you ready to try the #MagnetChallenge? Call 020 7391 7440 or visit revlonproshop.com.

For stockist enquiries, email customerservice.uk@revlon.com @revlonprofessionaluk #MagnetChallenge #WeAreRevlonPro CREATIVE HEAD

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COLOUR VISION

COLOUR IS ON EVERYONE’S MINDS AS WE MOVE INTO WARMER WEATHER  SO BRUSH UP ON RUSTY SKILLS AND EQUIP YOURSELF TO TACKLE ANYTHING THAT MIGHT WALK THROUGH THE DOOR WITH WELLA PROFESSIONALS IN ASSOCIATION WITH

OPEN DOORS

The Wella Studios in London and Manchester are open for business once again, and there is a packed line-up of face-to-face education planned for the summer, all socially distanced and perfectly safe.

The feedback on the courses at the Wella Studios is always incredible, and while we have all embraced online learning in the past year, there’s nothing quite like human interaction to feel energised and uplifted.

With a huge backlog of colour clients to get through, why not try the Colour Craft Correction course, taking place in London on 12 and 13 July, and Manchester on 26 and 27 July. Other favourites include Ultimate Balayage (7 July, London; 20 July, Manchester), Bridal Hair (5 July, Manchester) and Colour Masterclass (5 July, London; 19 July, Manchester).

Head to education.wella.com for more information

THE COLOUR CLINIC IS OPEN… AND HOW TO EVERY MONTH WE SPEAK TO A WELLA PROFESSIONALS COLOUR EXPERT ABOUT A KEY ISSUE

BY MARCO DIAS OVERCOME IT. FOR MARCO DIAS, WELLA PASSIONISTA AND CREATIVE DIRECTOR OF THE STUDIO IN DUBLIN (@THESTUDIOIE), IT’S A LACK OF PREPARATION WHEN COLOURING TEXTURED HAIR “A common mistake that stylists make is misjudging textured hair, thinking it will be stronger than other types of hair, then picking the wrong products to use. But before all of that, it’s the preparation. I have 4A curls myself, and I always say to my staff: “If a person with textured hair walks in the salon, listen to this client even more than usual.” They have probably used so many products, been to so many salons – they will already know which ingredients work, which don’t. Listen to the client as they have a lot to give. Then you can introduce the right colour and homecare, based on their needs.

Explain the process, test the hair to see how it reacts, and then recommend products prior to any colour. The colour journey starts long before any colour is even applied; I always recommend that my textured hair clients have the best haircare routine at home before any colour decisions. It’s so much better than going in after for damage control. Depending on the consultation, I recommend products such as Wella Fusion treatments to ensure the condition, the proteins and the lipids are all there, and from that point we can work out where to go with colour.

I like to start with freehand techniques and lighten the hair more slowly – sometimes we even use 4% developer on it. We leave it on longer, massaging it on, especially on coiled hair. It’s absolutely necessary that every colour client leaves the salon with homecare, it’s the only assurance we have that when they return to the salon the integrity of the hair will still be there and we can continue the journey.”

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SHELFIE TIME When product performance is key and you’re trying to be eco-friendly, the two don’t always go hand-in-hand. Thankfully weDo/ Professional is here! I love the fact that there are multi-purpose products like weDo/ Professional Natural Oil, made with 99.4 per cent natural origin ingredients. Use it like a regular oil to enrich and moisturise hair with a luxurious shine – it’s my new favourite! Or use on skin for hydration with a healthy sheen, too. The glass bottle is 100 per cent recyclable, and it has the Cruelty Free International and Vegan Society seals of approval, too.”

CR EATIV E HE AD AD VE RT OR IAL

#ColourVision

KAI WAN, PKAI HAIR, @PKAIHAIR

WHY I’M WELLA

Wella Professionals is my perfect partner. I have been a Wella girl since I started out in hairdressing more than 15 years ago and Wella has been a huge factor in my personal growth as an artist, which I am eternally grateful for. I have flown to more places with Wella than I have on my own holidays. It has given me money-can’t-buy experiences and provided me with the perfect tools I need to have creative freedom in my work. If I can imagine a colour, I can create it with Wella! My go-to colour line has got to be ILLUMINA COLOR, it delivers standout ‘Insta-ready’ blondes and colour melts every time. Wella is a huge part of who I am as a hairdresser and I wouldn’t be without it.”

NIKKI CLIFFORD, WELLA PROFESSIONALS CRAFT EXPERT, @NJUK_

NO MATTER WHAT YOU’RE FACED WITH, WELLA PROFESSIONALS HAS THE SUPPORT, EDUCATION AND PRODUCTS TO EQUIP YOU WITH CAREERMAKING CONFIDENCE. DISCOVER MORE ABOUT HOW WELLA PROFESSIONALS CAN SUPPORT YOU ON YOUR JOURNEY AT EDUCATION.WELLA.CO.UK @WellaHairUKI #WellaColour #MakeChange CREATIVE HEAD

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BEST NEW HAIR PRODUCT 2020-01029 CFM Cover_CH.indd 1

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COLOR mask FRESH REVIVE, REFRESH AND HAVE

fu n

Zero damage colour depositing masks to maintain or transform your colour BOTH IN SALON AND AT HOME. education.wella.com uk.wellastore.com @wellahairuki #WellaColour

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01/12/2020 14:22

SELF/STYLED SUNDAYS

LEARN NEW SKILLS. MAKE MORE MONEY. EDUCATION AND EMPOWERMENT FOR INDEPENDENT STYLISTS Tune in to our next SELF/STYLED Sunday on 16 May! Our digital event for freelance hairdressers is packed with targeted business advice and brand masterclasses to elevate your independent business to fresh heights.

Whether you’re a veteran freelancer or you’re looking into going it alone, SELF/STYLED Sundays are about helping you build for greater success.

BRIDAL BUSINESS BOOSTER With restrictions easing it’s set to be a summer of love! Join our four talented bridal artists for a discussion on setting yourself apart from the rest of the pack.

IT’S ALL ABOUT YOU

Do you struggle to promote yourself and your business?

Unsure what your USP is? PR expert Sharon Brigden will be sharing her secrets to success.

BOOK YOUR TICKETS AT creativeheadmag.com/store 030-031_SSSundays.indd 1

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OUR NEXT EVENT: SUNDAY 16 MAY

LOCATION: Online, wherever suits you BOOK NOW AT creativeheadmag.com/selfstyled-sundays

BLONDE WITH CONFIDENCE Join Matrix UKI artist Michael Convey as he takes you through the new Blonding Service from Matrix, demonstrating how you can help protect all hair types.

CUT�STYLE�FINISH

L’Oréal Professionnel Paris guest artist Matthew Sutcliffe will be creating a fashion-forward yet adaptable cut, style and finish that showcases your colour work.

ALL OF THIS FOR JUST £30!

Book now at creativeheadmag.com/store

WEDDING BELLE

Kasia Fortuna is one of the most well-respected bridal hair artists and educators out there, and she’ll be showing you how to create a gloriously romantic bridal hair look.

PLUS

Enjoy VAT-free shopping online at Aston & Fincher!

For more information on SELF/STYLED Sundays and to book your place, visit creativeheadmag.com/selfstyled-sundays

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21/04/2021 12:26

The Creative A CREATIVE HEAD PODCAST SERIES IN PARTNERSHIP WITH BABYLISS PRO

NATHAN PHOENIX

Session artist • Founder re’create hair studio • Wig engineer

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LE FIL

Pop sculptor • Songwriter • Sink The Pink artist

21/04/2021 14:53

Collaborators SUSAN DALE

Susan Dale photographed by Marcus Hessenberg

Founder HaluHalo • Photographer • Storyteller

SUBRINA KIDD Textured hair expert • Freelance stylist • Educator

COMING MAY 2021

Listen at creativeheadmag.com/podcasts or search ‘The Creative Collaborators’ on all major podcast platforms 032-033_Podcast.indd 2

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PAINT PRESENTS

LIVE VIRTUAL EVENT MONDAY 10 MAY 19.30-21.30 JOIN US FOR THIS EXCITING, UNIQUE EVENT CREATING, SHARING, DEBATING AND CELEBRATING ALL THINGS BLONDE!

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BLONDE IN ACTION: LIVE COLOUR WORK Watch a trio of colourists create beautiful new blonde looks live on set.

Observe signature techniques in motion and exceptional results taking shape.

MICHAEL CONVEY CONVEY SALONS @MICHAEL.CONVEY.SALONS

SAMANTHA CUSICK SAMANTHA CUSICK LONDON @SAMANTHA.CUSICK

SIOBHAN GOLDEN TONI&GUY @GOLDENSIOBHAN

FOR THE LOVE OF BLONDE: LIVE Q&A Hear from a panel of industry and consumer experts on the power and value of blonde in business.

BLONDE IN THE MAKING: LIVE SHOOT Live and in real time, a top creative team comes together to capture the best blonde ever for Creative HEAD’s June front cover story.

LIVE VIRTUAL EVENT MONDAY 10 MAY 19.30-21.30

ADD THE DATE TO YOUR DIARY >> TUNE IN ON FACEBOOK IN EXCLUSIVE PARTNERSHIP WITH

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22/04/2021 17:22

PAINT PRESENTS

BLONDE UNLOCKED BRINGS TOGETHER TOP ARTISTS, GROUND-BREAKING BLONDE INNOVATION, TIPS AND TECHNIQUES TO HELP YOU BUILD YOUR BLONDE BUSINESS. ACCESSIBLE ANYTIME, ANYWHERE IT’S YOUR ULTIMATE DIGITAL BLONDING RESOURCE. NEW DIGITAL BLONDE SPACE LAUNCHING SOON: CREATIVEHEADMAG.COM/PAINT

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VIDEO MASTERCLASSES

Learn trending blonde techniques from leading artists

CLAIRE CHELL

NATHAN WALKER

RIA KULIK

EMILY MANDER

FRANCESCO GROUP @CLAIRECHELLHAIR

TREVOR SORBIE @NATHANWALKERCOLOUR

THE HAIRBANK @RIAK_HAIR

EMILY MANDER HAIR @EMILYMANDERHAIR

MY TECHNIQUE: CREATIVE TONING

MY TECHNIQUE: BLENDED BALAYAGE

MY TECHNIQUE: MIRRORED BLONDE

MY TECHNIQUE: SUMMER BALAYAGE

BLONDE CONVERSATIONS

Podcasts, panel debates, ground-breaking innovation. Catch up with the latest in all things blonde!

SHOP THE BLONDE Buy the products and formulas you need to recreate the looks

THE SCIENCE BEHIND BLONDE

Delve deep into the new blonde innovations to help you achieve the best results

THE BIG BLONDE GALLERY A curation of beautiful blonde looks

IN EXCLUSIVE PARTNERSHIP WITH

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22/04/2021 17:23

Lve

R

LIVE STREAM FORMAT • ONLINE & ON DEMAND • SUNDAY 23 MAY

2020

2020 WINNER THE IT GIRL

DOROTHY CONSTANTINO Treatwell

ADAM REED

Adam Reed London

LEAH HAYDEN CASSIDY Unit8 by Hayden

CLAIRE MARTIN Gro London

RAUL SPILCA Treatwell

2020

2020

WINNER BEST NEW SALON

JORDANNA COBELLA Cobella

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LEE NASH�JONES Nashwhite

JOSH MILLER Charlie Miller

STUART WHITELAW Mesart

SOPHIE WEBSTER Simon Webster Hair

21/04/2021 12:28

A

ER

air

2020

RENSKE PESCH Treatwell

ROB WHITE Nashwhite

MONICA TEODORO L’Oréal Professional Products Division UKI

2020 WINNER

THE ENTREPRENEUR

RICKY WALTERS

HARRIET STOKES

KATRINA ASHWORTH

DARREN FOWLER

RICHARD LAMBERT

LACEY HUNTER�FELTON

SALON64

Humankind Hair

PRESENTERS, READY!

ARE YOU?

BRILLIANT PEOPLE, SHARING REAL EXPERIENCES AND EXPERT INSIGHT IN A JAM-PACKED PROGRAMME OF BUSINESS EDUCATION AND INSPIRATION CREATIVEHEADMAG.COM/SALONSMART

Treatwell

2020

ALI ABDULLAH Treatwell

SHEILA ABRAHAMS

Freelance Hairdressers’ Association

2020

WINNER

BEST SALON EXPERIENCE

DAWN MONTGOMERY Gatsby & Miller

IN PARTNERSHIP WITH

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Fowler35

National Hair & Beauty Federation

Hunter Collective

ASSOCIATE SPONSORS

21/04/2021 12:29

IT’S A DATE!

SALON SMART IS GOING LIVE! LOOK FORWARD TO A SUPERSUNDAY PACKED WITH BITE-SIZED SEMINARS, REAL-LIFE STORIES, NEW INNOVATION, FRESH INSIGHT AND EXPERT THINKING – ALL TO HELP YOU PLAN AND BUILD FOR THE FUTURE OF YOUR SALON BUSINESS

THIS IS NOT A ZOOM

It’s a fully-produced virtual event, filmed and live-streamed from a London studio by the Creative HEAD team

FEEL THE BUZZ

Conversations, interviews, debates, workshops, masterclasses and more – watch and learn in the most informative and interesting way possible

GET INVOLVED

Chat with presenters and join the discussions, live and in real time through our chat room

ONLINE AND ON DEMAND!

All content will be available for a full 12 months following the event – so you can rewind and refresh, any time you like!

SALON SMART POWER PACK

Event agenda, gifts from our event sponsors and a selection of tasty treats – delivered to your door!

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21/04/2021 12:29

Lve WHEN: SUNDAY 23 MAY TIME: 09:4519:00 PLACE: YOUR LOCATION TICKETS: £35 PLUS VAT

SALON SMART HUB SUBSCRIBER? GET YOURS FOR JUST £10 BOOK NOW AT CREATIVEHEADMAG.COM/SALONSMART Your ticket gives you an access code to watch Salon Smart LIVE on your smartphone, tablet, laptop or desktop computer.

This code cannot be shared with, or transferred to, anyone else. You can watch all the content live on Sunday 23 May, and afterwards on demand for up to 12 months. See full ticket terms and conditions at creativeheadmag.com/salonsmart

IN PARTNERSHIP WITH

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ASSOCIATE SPONSORS

22/04/2021 16:54

A COMING

AGE

FOR 21 YEARS CREATIVE HEAD’S MOST WANTED HAS SHONE A SPOTLIGHT ON THE MOST EXCITING, GAME-CHANGING TALENTS IN UK AND IRISH HAIRDRESSING. WHICH TROPHY WILL HAVE YOUR NAME ON IT THIS YEAR? Application forms, criteria, need-to-know info creativeheadmag.com/mostwanted Competition closes 5pm, Monday 14 June Judging day Monday 5 July

Finalists revealed Wednesday 7 July Grand Final Monday 6 September

Questions events@alfol.co.uk or call +44 (0)1434 610940

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2021 CATEGORIES

Open to hair professionals, salons, barber shops and freelancers in the UK and Ireland NEW TEXTURE EXPERT

For a salon-based or freelance hairdresser demonstrating stand-out work with textured hair.

Category sponsor:

INDEPENDENT STYLIST

For a stylist looking after clients while busy building ‘brand me’.

Category sponsor:

NEW SUSTAINABILITY HERO

Recognising a hairdressing salon, salon group or self-employed individual helping to change the way we live – for the better.

Category sponsor:

COLOUR EXPERT

For a colour director or senior colourist with exceptional technical skill and commercial expertise.

Category sponsor:

BUSINESS THINKER

For a salon owner or director who can demonstrate an outstanding approach to business.

Category sponsor:

MEN’S HAIR SPECIALIST

For a salon-based or freelance hairdresser demonstrating stand-out work in men’s hair.

CREATIVE TALENT

For a creative director or senior stylist with exceptional artistic skill and commercial expertise.

Category sponsor:

Category sponsor:

AWARD FOR INNOVATION

HAIR TREND

For the best on-trend image of the year.

Rewarding an original hairdressing initiative that has proved a success for the salon business and/or the industry at large.

Category sponsor:

Category sponsor:

BEST SALON TEAM

BEST LOCAL SALON

Category sponsor:

Category sponsor:

For salon teamwork at its best.

For a salon that best serves its local community.

AWARDS BY NOMINATION SESSION STYLIST

HAIR ICON

Category sponsor:

Category sponsor:

For the most exciting hairdresser working in fashion. For the most inspirational hairdresser of 2021.

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20/04/2021 15:32

2021

YOUNG, AMBITIOUS AND READY TO MAKE YOUR MARK IN HAIRDRESSING? HERE’S THE ULTIMATE CAREER KICK-START: THE IT LIST 2021 IS OPEN FOR ENTRIES

Application forms, criteria, need-to-know info creativeheadmag.com/theitlist Competition closes 5pm, Monday 14 June Judging day Tuesday 6 July

Finalists revealed Wednesday 7 July Grand Final Monday 6 September

Questions events@alfol.co.uk or call +44 (0)1434 610940

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20/04/2021 15:32

2021 CATEGORIES

Creative HEAD’s The It List, exclusively partnered by hairdressing mega-brand ghd, is searching for the business-builders, style-makers and hard grafters who set the barbering, session styling and salon spheres on fire in 2021 – and all aged 30 or under. Think you’ve got what IT takes?

EXCLUSIVELY SPONSORED BY THE RISING STAR

For a young salon assistant who is enthusiastic,

hard-working and fast improving – a new team star!

THE EDITORIAL STYLIST

For a young hairdresser turning heads on set

THE ENTREPRENEUR

For a young salon owner who’s created a successful, resilient business

THE VISIONARY

For a young stylist or colourist pushing creative boundaries

THE IT GUY/GIRL

Two trophies – one for a guy, one for a girl – awarded to young hair professionals excelling in multiple areas of hair work and destined for greatness

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20/04/2021 15:32

New: electricspace “The hairdressing industry is evolving at a rapid pace, with a growing number of independent stylists working in the UK. My firm belief is that it’s our job to help people on their journey and to achieve their career objectives.

“Electric Space offers a unique opportunity to maintain your independence and progress your career at a pace that suits you while working in inspirational surroundings in the heart of central London. We have built a global community around the Electric brand working with some of the world’s leading stylists, and now we are growing the #ElectricFamily by providing a platform for you at Electric Space.

“Growing your personal network has never been more important – a successful hairdresser builds a strong clientele. Every fortnight within the Electric Space building we’ll host a business networking evening.

We pride ourselves on our world-class education, and you’ll have full access to it. Stylists at Electric Space are invited to a monthly education seminar with inspirational guest artists that include some of the most exciting names in the industry. You’ll also get the chance to collaborate with like-minded people and key individuals within the hairdressing, fashion and art worlds.

“This is a fantastic business opportunity for independent hair stylists looking to take their career to the next level. If that sounds like you then I can’t wait to show you Electric Space.”

MARK WOOLLEY

FOUNDER – ELECTRIC

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CR EATIV E HE AD AD VE RT OR IAL CREATIVE HEAD

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Male grooming area and barber shop

McArthur – Barber Space Cinema / Screening Room Technical Store

SPACE TO CREATE

Private showers for members and clients 48

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12-seater cinema and screening room for hire

The atmosphere of a globally renowned salon, with inspirational surroundings and events, yet with complete freedom for members to work and create as they choose

CREATIVE HEAD

21/04/2021 12:34

CR EATIV E HE AD AD VE RT OR IAL

Reception & Electric Store

VIP room

Bar Atrium Salon Space

On site concierge team and member support

Organic juice bar converts to fully licenced bar at night CREATIVE HEAD

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Atrium work space with high ceilings and brilliant natural light – can accommodate events for 100 people

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An entire floor set aside for meetings and networking

The Rathbone Lounge Club Room

CONTROL YOUR OWN DESTINY Be who you want to be, do what you want to do. Electric Space provides you with complete freedom and autonomy to pursue your individual career goals 50

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CREATIVE HEAD

21/04/2021 12:35

CR EATIV E HE AD AD VE RT OR IAL

Productive workspaces with 33 positions in total

The Drawing Room Free use of Electric products and tools for members

CREATIVE HEAD

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Fully equipped photographic and film studio with infinity cove

Salon Space

Electric Studio

Photography / Film

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WE ARE OPEN! SIGN UP NOW – ONLY 100 PLACES AVAILABLE 52

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CREATIVE HEAD

21/04/2021 12:35

The Electric Space app

• Chair & station rental – £25 per hour • Full day chair & station rental (12 hours) – £225 • When booking at least two days per week – £200 per day • Further advantages for full-week bookings

• Book your chair and ic station space, the Electr om Ro g nin ee Studio, the Scr e or Event Spac

Facilities packages

lour • Pre-order technical co r pe 25 a h wit cts du and pro cent discount

• Photographic & film studio booking – £475 per day • Ground floor venue (includes fully licenced bar and space for 100 standing) – £2,000 • Cinema – £350 per booking • Entire space – POA

Membership benefits • £120 per month, tax deductible • 4 hours chair and station time included (normally £25 per hour) • Invitation to all networking events – monthly listings sent out to members • Anytime access to Electric Space, club room and member areas for meetings and work, etc • 25 per cent member discount on photographic studio, cinema and event bookings • 25 per cent member discount on technical purchases at the on-site colour store • Fantastic rate of commission paid on all Electric product sales • 25 per cent member discount on organic juices and alcoholic drinks at the bar

CR EATIV E HE AD AD VE RT OR IAL

Chair station and chair rental packages

• Register your place at Electric Space education and networking events • Stay in touch with other members of the Electric community

How it works • Complete the application form at electric-space.co.uk • Book in a meeting to tour the facilities • Sign the Electric Space T&Cs to be set up as a member and have access to the space and clubroom any time • Download the Electric Space app and you’ll be able to book Electric Space facilities • Take your own payments with your own Point of Sale system

I’m a member!

“I’m so excited to find a space that works around the flexibility of a freelance session stylist. For me, Electric Space is perfect; the vibe is exclusive and high end, the location is incredible and Mark has thought smart in his design, allowing you to use the space for so much more than just cutting hair. Electric Space allows me to balance all my needs as a business owner and session stylist, as well as seeing my clients, and we will be using the photographic studio space for our famous Backstage Boot Camp course (dates to be released soon). It is incredibly important to Session Kit that our education stays independent – Electric Space welcomes all brands with no creative boundaries, allowing me to work exactly as I need, helping me to grow my business in a way I have always dreamt of.”

ANNA CHAPMAN

SESSION STYLIST AND OWNER OF SESSION KIT

BE PART OF THE REVOLUTION. Apply to become a member of Electric Space at electric-space.co.uk CREATIVE HEAD

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Hair by Dionne Smith 54

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A little less conversation, a little more action

The hair and beauty community looked itself in the mirror to address its failings concerning inclusive technical knowledge, services and representation last summer, but have any tangible changes been made? As Creative HEAD launches the new Most Wanted Texture Expert Award, we take a look at where improvements have happened… and where the hair industry is still lacking Hindsight is 20/20 – and apt for the year just passed. The Black Lives Matter conversation left no part of society untouched, and the hair industry was no exception. There was reflection, introspection and bold plans drawn up.

Indeed, the UK now has its first ever Black hair code, the Halo Code for school and workplaces, made by the Halo Collective. It’s a set of simple guidelines for UK schools and workplaces to help end hair discrimination.

Set against the backdrop of a pandemic that threw our industry into chaos, were wider challenges truly addressed?

One year on, can we confidently say we’re all doing better?

While the general consensus is that there is change coming, the concern seems to be that the core tenets of education remain untouched. “I do feel like we are making strides, but we are still in the early stages,” says Cantu natural hair education expert and renowned celebrity stylist, Dionne Smith. “On a professional level we are still lacking the tools and education for textured hair. We are on our way, but without enough of a change to truly make an impact.”

“It is important for the industry to understand, through mandatory education, that all hair types sit on a spectrum of texture,” agrees Senyo Amedewonu, director of HOMME XY

By Senyo.

There are hopes that during the downtime there has been plenty of planning from brands and educational facilities, says RCNQ owner Rob Czlapka. “There has been some behind-the-scenes work in relation to professional training.

This hasn’t been showcased much yet publicly but it will be interesting to see how brands have dealt with the issues within our industry in the near future.”

Kaye Sotomi, founder of Chop Chop in London which is

both gender and texture inclusive, believes there has been some attention paid to challenges faced when it comes to inclusion and diversity in professional hair education.

“I’ve read of non-Black or ethnic hairstylists offering Afro education, or testimony about the challenges faced trying to get Afro and curly hair education,” he says. “However, a distinct change would be to require the mandatory inclusion of all hair types into the educational curriculum, and that’s not happened as far as I am aware.”

The more awareness there is the more pressure there is.

From small salons to nationwide chains, changes are being made as the movement builds. “We can never be doing enough to combat systemic racism within our industry,” Rob adds. “We must fight for racial equality by constantly unlearning our racial bias and challenging others.” Following last year’s Black Lives Matter events, RCNQ invested in training from a local Black-owned salon to broaden the team’s skillset with textured hair.

Naz Chaudhary, director of Toni&Guy’s Blackheath and Stratford City branches in London, embraced the brand’s high regard for inclusivity and focus on education from day one. “As a British Asian woman and single mother, who went into hairdressing despite opposition based upon perceptions of what my role in society should be, I wanted to change attitudes with the security and support of a world-famous hairdressing dynasty. We have consistent training in order that our staff can provide cut and colour services to all.”

Many of Naz’s staff are from diverse backgrounds and are bilingual, which has helped attract a loyal clientele.

“We have created a universal hub and safe space for everyone, regardless of the texture of their hair,” she adds.

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Hair by Tariq Howes

Pushing forward

While the lockdowns have certainly hindered hands-on education, it has also given hairdressers the time to assess their skillset. Tariq Howes, owner of Avenue Male Grooming in Cardiff, found it interesting how this new awareness isn’t a one-way street either. “Hairdressers and barbers who usually cut more European hair want to know how to master different hair textures, but also barbers who work with Afro hair are looking at how to cut European hair, and the techniques to achieve the looks to go with it.”

Tariq’s mixed background of Welsh, Egyptian, Somali and Jamaican inspired him to concentrate on diverse hair types and textures, which led him to set up his own comprehensive online education platform. “With the technology and reach we have, there is no excuse for not knowing or understanding anything. We should be doing everything we can to develop our craft and push our industry further,” Tariq muses.

Melissa Timperley in Manchester prides herself on her curl skills, but knows there is always room for improvement.

“We specialise in curly hair but there are always new techniques to learn. I’m also a Wella Professionals Passionista with Zoë Irwin, and we have been studying Afro Futurism and the history of Black hair.”

It has also been noted that diversity and inclusivity drive better business. A report by McKinsey, Diversity Wins: How Inclusion Matters, highlights that companies with greater diversity and inclusion outperformed businesses without it by 36 per cent in profits.

Effort is required, from all of us. It’s easy to speak up when the conversation is forefront in everyone’s minds, but months later that need for change is still present. “Former Canadian prime minister Pierre Trudeau [current prime minister Justin’s father] once said that ‘diversity is a fact, but inclusion is a choice’,” adds Kaye Sotomi. “We all have to challenge ourselves to be inclusive and take active steps to change the industry. We cannot change the past, but we can definitely influence the future.”

NAOMI BROOKS

JOHN PAUL SCOTT

“Brands, magazines and online platforms are showcasing more hair textures, but I don’t believe there has been any change in education. Due to the pandemic a lot of education has moved online, which may hinder training with textured hair. If you’re nervous to work with textured hair you might not want to learn in this way as there is no-one to check your work and to prevent bad habits being formed. Afro hair comes in many textures and needs more than a one-day session to be able to fully understand it, to be confident with clients. This is why it should be mandatory within the NVQ criteria.”

“As an apprentice I was not taught anything about Afro or multi-textured hair. A lot of Afro hairstylists in the UK suffer from a lack of education for Afro and multi-textured hair by no fault of their own. As hairdressers, we need to take control of our industry. This thinking very much informed what SALT Studio is about – inclusivity and education.

We stock Bumble and bumble’s versatile Bb.Curl collection – it has been really thought through for different curl types and the products all marry together beautifully. One picks up where the other leaves off!”

OWNER OF THE HAIR SANCTUARY

EDITORIAL STYLIST AND CREATIVE DIRECTOR OF SALT

Could you be Most Wanted’s first Texture Expert? The new category, in association with Bumble and bumble, will shine a spotlight on a salon-based or freelance hairdresser demonstrating standout work with textured hair. We want to hear about your skills, passions and achievements and see your work! creativeheadmag.com/mostwanted CREATIVE HEAD

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VOLUMISE

R E V I TA L I S E

TEXTURISE

Multi-functional dry shampoo and finishing spray

For all hair types and colours

Craft stunning styles

Added definition

Signature-scented formula

Holds curls

No chalky residue

Lightweight and invisible

Create shape, movement and rich dimensions with Neäl & Wølf TEXTURE. Shake well before use to activate its unique formula.

To become a stockist or distributor of Neäl & Wølf ’s boutique range, call us on 01282 444900 or email info@nealandwolf.com

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N E A L A N D W O L F.C O M

15/04/2021 10:14

Diversity in action Want to learn more and stock brands ideal for hair that’s wavy, coily and kinky?

This showcase is a great place to start…

Tools of the trade The freshly enhanced Bb. Curl range is full of curlcaring ingredients that work to deliver intense hydration.

heather.dappah@ herdefinition.co.uk

The Neäl & Wølf Velvet Nourishing Hair Oil contains a blend of argan, avocado and jojoba oils which combine to deeply hydrate without weighing hair down. nealandwolf.com

Dionne Smith has created Ebony Dolls to provide a high-quality, easy-to-use training doll with Afro type 4 hair. signaturebydionnesmith.com

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Tariq is treading a parallel path to Naomi, doing the same for all textures in barbering.

“It doesn’t make sense financially to shut out a whole demographic. I’ve launched my online education platform, based mainly around Afro hair texture, and am also developing in-salon courses.” tariqhowes.com

bumbleandbumble.co.uk

In Hi’ Demand is the UK’s first wraparound ponytail brand for textured hair, from celebrity hairstylist and salon owner, Heather Dappah.

Choose Katie for a blown-out Afro, or Zane for a match to 3B/4B/4C hair.

TARIQ HOWES

The new Kérastase Curl Manifesto range is completely customisable, dependent on the type of coil, curl or wave pattern of hair, with educational support to boot.

Education

lorealpartnershop.com/uk

AVEDA

Aveda has “run a texture curriculum since 2012, and developed a texture team in 2019 to revamp and improve its offering”, says Renee Gadar, global artistic director of texture, cut and style for the brand. It has also provided free virtual texture training to all stylists and is actively recruiting textured hair specialists. avedapurepro.com

L’ORÉAL ACCESS

HEADMASTERS

A new Curl Experts Programme ensures that at least one stylist from every Headmasters salon gains expertise in textured hair, and can then pass on their new-found confidence and skills to others in their team. The programme is led by awardwinning creative ambassador, Nicole Iroh. headmasters.com

CANTU BEAUTY PRO-TRAINING

Dionne Smith is leading a series of online sessions for apprentices and hair colleges as part of Cantu Beauty’s new Pro-Training Initiative. It aims to highlight the inequalities faced when seeking hair services, and to empower young stylists. cantubeauty.co.uk/hair-initiative

THE HALO CODE

Education platform Access is stacked with useful content from all of the L’Oréal Professionnel Product Division brands.

Look out for Abigail Butler’s brilliant course, supplementary education to support the Kérastase Curl Manifesto launch and more.

The Halo Code, created by The Halo Collective, champions Afro styles and aims to eliminate hair discrimination in schools and workplace. “Hair discrimination is still worryingly common,” says Maurice Mcleod, chief executive of Race On The Agenda, another member of The Halo Collective.

lorealaccess.com

halocollective.co.uk

NAOMI BROOKS

CHARLOTTE MENSAH

Naomi is taking education into her own hands, expanding on her existing inperson and online courses for braiding and extensions. “My goal is to create a training academy within the next two years specifically for Afro hair types,” she says.

The queen of curls launched her first book last year, Good Hair: The Essential Guide to Afro, Textured and Curly Hair. From styling to care tips, it’s the perfect introduction to texture. Keep an eye out for her education courses with ghd, and her Manketti Oil range.

thehairsanctuaryltd.com

charlottemensah.com

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WHAT

curls CRAVE

Celebrate and elevate curls, coils and waves with Bumble and bumble VERSATILITY AND FLEXIBILITY are key when it comes to working with curls, coils and waves. Any client who identifies with these hair types can tell you that their hair can appear differently on a near daily basis. What stylists need to offer is a comprehensive product line-up of hard-working, multi-use formulas to equip you for any and every need, supplemented with expert education.

Bumble and bumble has completely revamped its Bb.Curl collection with a renewed focus on both curl-loving ingredients and education to empower stylists and clients. It’s crucial to conduct a thorough curl consultation to determine various

Our cult curl care heroes Defining Cream

A rich protective cream, UV filters shield against the effects of the sun along with a nourishing blend of natural oils and butters.

IDEAL FOR: medium to coarse hair types, Wavy (2A-2C) and Curly (3A-3C) curl types.

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curl patterns, texture and density so that you can choose appropriate techniques, product routines and application. The newly enhanced Bb.Curl Collection taps into curl-supportive ingredients and its nutrient-rich blend of oils and butters work in synergy. Jojoba oil, avocado oil, and coconut oils provide lightweight hydration, while deeply nourishing cocoa butter and shea butter seal moisture in. Bb.Curl has been designed to be mixed and matched to deliver exactly what all curls are craving, delivering beautiful results for all curl patterns and textures, along with the education and support to drive your work.

3-in-1 Conditioner

A colour-safe, creamy and moisturising conditioner that works brilliantly as a rinse-out, leave-in, or co-wash product.

IDEAL FOR: all curl types – Wavy (2A-2C), Curly (3A-3C) and Coily (4A-4C).

Anti-Humidity Gel-Oil

An innovative hybrid, this gel-oil emulsifies in hands. Run through damp curls to elongate, hydrate and add bounce. UV protection helps shield curls from the drying effects of the sun, too.

IDEAL FOR: Curly (3A-3C) and Coily (4A-4C) curl types.

CREATIVE HEAD

20/04/2021 15:38

CR EATIV E HE AD AD VE RT OR IAL

curls LET’S GO

Curl care and awareness has exploded in the past year. Bumble and bumble UK national trainer and inclusion and diversity ambassador, Collette McGee (pictured left); and New York-based BumbleLIVE educator, Britney Williams (pictured below right); sat down to discuss how the curl care sector has evolved, and how Bumble and bumble is taking an active role in the conversation Collette McGee: “I’ve loved working with you and hearing about your journey. What is your first memory of styling your curls?”

Britney Williams: “Growing up in a community where the population was 99 per cent white, it was hard to find anyone comfortable enough to cut and style mine and my sisters’ hair. When I moved to New York City to work for Bumble and bumble I was introduced to a stylist who, for the first time ever, sat me down and said: ‘You have great curls! Let’s style your hair curly today!’ I had never worn my hair curly in my day-to-day before. But I loved it – I remember getting so many compliments, and for the first time I didn’t feel like I stood out in a negative way. I could finally embrace my curls after 22 years.”

CM: “What is the most important thing to consider when assessing and working with hair of any kind of texture?”

BW: “We always say at Bumble: ‘No two curls are the same’. A lot of curly people find that their hair may have different curl patterns throughout their hair. What this means is that the hair needs different products for different sections of the hair. I always call this spot checking.

Layering products is super important when it comes to curly and coily hair.”

CM: “How have you seen the attention given to textured hair change in the past year, and since you started with Bumble and bumble?”

BW: “I love that people are embracing their curls now. It has been pretty well documented that the beauty standard was long, straight hair and there was little to no representation of showing beauty in texture. Things are changing and hopefully that encourages kids to embrace what they naturally have instead of trying to fight it.

Representation matters! I have gone from blowing out everyone’s hair and styling ‘beach waves’ for 16 years to breaking out the diffuser and styling more natural textures. I am so excited about this shift and hope anyone who has textured or curly hair finds beauty in it. Life is too short to fight with what you were born with. Embrace it, style it, and love it!”

CM: “So for your own curls, what is your desert island product?”

BW: “I have to pick the Bb.Curl 3-in-1 Conditioner. I can use it for everything, whether I leave my hair curly or decide to blow it out straight.”

DELIVER CULT CURL CARE AND GET EDUCATION SUPPORT WITH BUMBLE AND BUMBLE. TO STOCK BUMBLE AND BUMBLE, CONTACT NATIONAL SALON DEVELOPMENT MANAGER ORLY ABERGEL ON 07747 648 935 OR EMAIL OABERGEL@BUMBLEANDBUMBLE.CO.UK @BUMBLEANDBUMBLEUK @BUMBLEPRO CREATIVE HEAD

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IN ASSOCIATION WITH

Photography by Emily Hudson (@emilyhudson.photography)

THE N E E R G M A E R D 62

Y HERO, IT IL B A IN A T S U S R ITS FIRST O F H EATED R C R C A Y E L S L A E H T IC R S T O R AT HAS HIST OIN THE MOVEMENT WARDS STA H A T Y D R E T T S N U A D W IN T N S TES HOW A AS THE MO YOU CAN J A W IG T O S H E V D N IN A D A CREATIVE HE IS MAKING REAL CHANGE TE SO MUCH WAS

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CREATIVE HEAD

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*University of Southampton

CREATIVE HEAD

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WE’RE ALL AWARE of how priorities have changed since Covid-19 – for ourselves, our clients, our businesses. The idea of living more cleanly and more sustainably has undoubtedly been high on the agenda – how could it not be with the mounting use of disposal PPE needed to function on a daily basis?

Yet even raising the topic in the hair industry can raise hackles, with cynics doubtful that claims made by brands and salons alike are anything other than ‘greenwashing’.

“Ah, sustainability, the ontrend buzzword, yet with no guidelines or regulations, you can consider almost anything as sustainable…” Yes, what constitutes ‘sustainability’ isn’t clearly defined by one guiding source. However, there is a genuine interest from the majority of the industry to clean up its act and do better.

It makes ecological sense to be sure, but it also makes commercial sense, as clients scrutinise the credentials of services and products and select accordingly.

In Creative HEAD’s landmark report, Making the Cut, it was clear that ‘sustainability’ is evolving from buzzword to an essential part of UK hairdressing life, particularly in salons – a third of the salon owners who took part in the report said they aimed to run their salons along more sustainable lines in the future.

And with the UK hairdressing industry currently recycling a measly 20 per cent of the plastic it uses, and with 99 per cent of salon foil currently ending up in landfill,* that can’t happen soon enough.

There is pressure on hair’s largest brands to make a real difference… and many are stepping up.

Jack and the Wolfe, Lymington Lydia Wolfe has a history of activism and veganism, while Jack Mead turned vegetarian two years ago. They are united in their efforts to ensure Jack and the Wolfe is as green as it can be. Not that they found it easy to begin with.

“It was hard to choose a product that fit in with my personal philosophy, while not compromising on the quality,” says Lydia. But she admits that there has been significant change in recent years. “The biggest product brands are actually seeing it as a duty to make themselves more sustainable, more animal friendly.”

She’s also a KMS style ambassador. “KMS has won awards for being environmentally friendly, and it’s vegan. It was so nice that a brand I already loved was making these important changes.”

In the first lockdown the duo came up with a green plan and now, following the latest lockdown, the salon has been expanded and that plan is in action.

They’ve made room for the various recycling bins from Salon Sustainability, ensuring up to 95 per cent of their waste is recycled, and the majority of the interiors have been upcycled, including using old dining tables as workstations.

“Waste has always been an issue, but now it’s visual, every client sees what’s happening,” says Jack, pointing to the amount of PPE that a day in the salon now brings, alongside the traditional wastage from colour and gloves.

“It’s drawing a new clientele to us as well, because there are people who will choose a salon based on their philosophies,” adds Lydia.

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The Social, London “The hairdressing industry has a bad reputation for being externally toxic, so it’s really important to me to set an example of change,” explains multiaward-winning Ky Wilson, founder of The Social. While he’s thrilled that increasing numbers of hairdressers are being more eco-conscious, he asserts that “it needs to become the norm for every single salon, freelancer and the brands we are associated with”.

Ky’s clients are just as conscious as he is with their own lifestyles. “Your vibes attract your tribe, right?” he says. “It’s not something we heavily promote, but it’s very obvious with our surroundings that it’s something that’s ingrained into our DNA.” The first hurdle to get over is that feeling when you don’t think the little things you are doing will be making a huge impact. “If everyone is playing their part, then suddenly we are on the right track. We can only make a big impact if everyone is on board.”

And while he maintains that hairdressers making changes is positive news, it’s “even better to know that brands are doing this too”. “I get my scissors from Leaf Scissors which plants trees for every pair of scissors sold, our Scrummi towels fully biodegrade within 100 days, and we make our own products,” he explains. He’s now working with Green Salon Collective to recycle waste within the salon. “The hair is used to create hair booms that are thrown into the ocean to absorb oil.”

What advice would he share with others looking to up their sustainability game? “Get involved with sustainable initiatives immediately,” he states.

“Shop local, use fresh or grow/make your own. Stop this culture of being a throwaway society and figure out ways to re-use and recycle. You can even make money here if you’re clever about it!”

BIG BRANDS, BIG CHANGES

Further cementing its focus on sustainability as it celebrates World Environment Day on 5 June, Kao is following the Kirei Lifestyle Plan and part of this strategy sees the life cycle of each product in its Salon Division – which includes Goldwell, KMS, Oribe and Varis – examined and improved to ensure its environmental footprint is as small as possible. This includes a more sustainable sourcing of ingredients, creating packaging design that minimises waste, streamlining production, logistics, sales, usage and disposal. For example, KMS regular-sized shampoo bottles are 100 per cent recyclable and by switching to lightweight aluminium where it uses cans, KMS saves about 1.4 tonnes of aluminium each year.

This focus is nothing new, however; Kao itself has been named one of the world’s most ethical companies by US think tank Ethisphere, for a record 15th consecutive year. The list recognises companies that have demonstrated outstanding performance in transparency, integrity, ethics, and compliance.

“With a clear set of concrete activities and goals, we are wholly committed to taking a step-by-step approach to reducing the environmental footprint of our products and services,” says Elmar Mussenbrock, director of sustainability at Kao Salon Division. “With our increased sustainability efforts and awareness plans, we will empower our partners to run their salons as sustainably as they can.”

The division is offering support to its salon partners to educate and help them make important changes to better

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their routines and the way they use products. There’s also a network of consultants with tailored suggestions of products and services with low environmental impact, along with eco tools and appliances. An interactive information exchange will act as a learn and support platform, where said partners will have access to how-to guides and support tools.

Alongside packaging and formula updates, nearly threequarters of brands under the L’Oréal Professionnel Products Division are made in carbon-neutral sites. Its Salon Emotion programme has a Sustainability Toolkit available on its Access education platform, helping businesses with areas such as recycling. The plan for the L’Oréal Group, under its L’Oréal for the Future initiative, is that by 2025 100 per cent of L’Oréal plastic packaging will be recyclable, refillable or compostable.

Wella’s European manufacturing facility has moved to ‘zero waste to landfill’, using a 100 per cent renewable electricity supply, and 100 per cent carbon-neutral gas consumption, alongside revamps to colour packaging. It’s also partnered with Green Salon Collective, a recycle and recovery scheme, to support 10,000 salons within its network on sustainability.

As perhaps the biggest professional hair brand with its roots in sustainability, Aveda continues to push itself in terms of responsible packaging (it uses 100 per cent post-consumer recycled materials), green chemistry (it’s now 100 per cent vegan) and responsible sourcing and manufacturing. Aveda was the first beauty company to be Cradle to Cradle certified for its commitment to sustainable products, packaging and production.

CREATIVE HEAD

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A TOUCH OF LUXE

SEEKING AN INDULGENT EXPERIENCE WITH SUPER-SUSTAINABLE CREDENTIALS? UPGRADE TO SCRUMMI DISPOSABLE TOWELS FOR ECO-FRIENDLY LUXURY SALONS ARE SOME of the biggest polluters on the high street, from high electricity and water usage through to the amount of chemicals used, but with a few small changes you can make a big difference. Disposable towels are one such switch that has gained in popularity recently, particularly given the impact of Covid-19. But the quality isn’t always there – they can be flimsy and fail to exude the luxurious appeal of your business.

Scrummi towels are different. Celebrating its 10th anniversary in 2020, it’s Europe’s favourite brand of sustainable salon towel for a reason.

Founder Rob Cooper is an environmentallyfocused, fourth-generation textile entrepreneur who wanted to use his background and knowledge in disposable textiles to make a global difference. A chance conversation with a Scottish salon owner brought his attention to the environmental damage caused by laundering towels, highlighting the need for a credible, sustainable alternative to cotton.

Scrummi’s ultra-plush, waffle-textured salon towels are now stocked by thousands of salons across the globe. It’s no mean feat to combine

100 per cent sustainably sourced plant fibres to create a towel which feels luxurious and substantial while still being fully biodegradable – yet somehow Rob and the Scrummi team have nailed it.

It may feel counterintuitive, but disposable towels offer a huge reduction in water and electricity usage. Salons that switch to Scrummi can save more than 1,400kg of CO2 emissions each year by ditching their usual laundry habits, and also save up to 50 per cent of their usual spend on washing and re-using towels.

Scrummi is the only certified biodegradable disposable towel brand in the world, and the brand continues to push boundaries with the introduction of its new Biocape, a biodegradable salon cape which was developed during the first lockdown.

A switch to Scrummi is also lending support to a brand which contributes to an ethical production chain with no signs of slowing down – there are plans to remove all plastic from its packaging by 2022, with more than 80 per cent of products now shipped in plastic-free packaging. The future of sustainable salon service is in your hands.

“Super-absorbent towels which are a delight to use on our clients, soft but strong, Scrummi is perfect for any luxury salon. I highly recommend!”

Ricky Walters, owner, Salon64, London

DISCOVER HOW YOU CAN HELP SAVE THE PLANET, ONE DISPOSABLE AT A TIME. CALL 01732 617 610, VISIT SCRUMMI.COM OR EMAIL HQ@SCRUMMI.COM @SCRUMMITOWELS CREATIVE HEAD

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Kelly Gonsalves Hair by Kelly, Bournemouth

Kelly Gonsalves has recently moved to Bournemouth and her focus now is on building a new client base on the south coast, but doing it in a way that is far more sustainable and eco-aware. “I’ve been more conscious about how much waste gets thrown away from the hairdressing industry. At home I’ve been recycling for so many years that it seems crazy not to do the same in my studio,” she explains.

Determined to use less water, she has installed eco shower heads and, as part of the Freelance Hair Association, Kelly was introduced to Salon Sustainability. “I love how it recycles 95 per cent of salon waste and uses Enham Trust, a leading disability charity as a partner,” Kelly explains.

“Also 100 per cent of its profit goes to support The Hair and Beauty Charity.”

Amaryllis, Cardiff Energy is one of the most common costs that microbusiness owners simply estimate, along with staff wages and insurance. Smart Energy GB has found that 40 per cent of beauty and hairdressing owners surveyed who already had a smart meter installed said that it had highlighted areas of spending they weren’t aware of.

Cardiff based Amaryllis had a smart meter installed to help cut down its energy usage, helping both its budget and its sustainability efforts. Co-owners Tiffany Hall and Rebecca Ryce, explain: “We were instantly provided with near real-time access to our energy use and costs, which has made it much easier to identify what is using the most energy, at what times, and to take actions to cut down.”

It’s also been a useful tool to help staff manage energy use. “They are more aware of taking steps such as turning the boiler off or unplugging electricals,” they add.

USE IT AGAIN There are practical decisions you can make that will have a big impact, with changing your attitude towards waste and recycling the first step. Single-use towels might seem counterintuitive, but the manufacture of one Scrummi towel uses 10 per cent of the energy needed to wash a cotton towel in-salon, and for every tree cut down to make a Scrummi towel, two are planted. These biodegradable towels can cut both electric and water usage, detergent and fresh towel costs, staff time and washing machine maintenance, saving you money as well as energy and waste.

The past year has seen a landmark change in terms of how salons and stylists can tackle the enormous amount of waste they produce, with industry-specific services launching to help recycle up to an incredible 95 per cent of salon waste. Founded by salon owner JC Aucamp alongside a team of experts in recycling, packaging and general business, Salon Sustainability provides a comprehensive waste recovery programme designed specifically for the hair and beauty industry, from freelancers to super-sized salons. Everything from aluminium foils, colour tubes, chemicals, hair, plastic, paper and now PPE can be collected and recycled in corrugated cardboard returns boxes.

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WHAT A Jacus and JC Aucamp

WASTE! A VIBRANT STICKER in the window. A display at each station.

Neat and discreet recycling bins tucked away. The signs are all there – you’re a salon that cares. And believe us when we say your clients will pick up on it.

Salon Sustainability provides you with all the support you need to make real and lasting change in your environmental impact – a comprehensive waste recovery programme for the hair and beauty industry, designed to recycle up to 95 per cent of salon waste.

We’re talking aluminium foils, colour tubes, hair, plastic, paper and even chemicals.

This idea has grown over four years, from a dream to a fullfledged reality. Founder JC Aucamp, salon owner and awardwinning colourist, was struck by the realisation that there had to be a better way to handle salon waste: “I was horrified by how much goes into landfill. I knew I had to do something about it,” he says.

He teamed up with experts including Barry Tabor and twin brother Jacus Aucamp, who specialise in recycling, packaging and logistics, and Salon Sustainability was born.

Whether you’re a freelancer, a small salon or a nationwide chain, there is a service for you. “Salon Sustainability will give everyone the opportunity to easily recycle a truly amazing 95 per cent of salon waste, whether on a continuous basis or a bespoke package,” JC adds.

IT’S NOT JUST SALON OWNERS WHO ARE CONCERNED ABOUT THE AMOUNT OF WASTE A SALON PRODUCES; CUSTOMERS EXPECT TO SEE MORE PLANET-FRIENDLY MEASURES IN PLACE, TOO. DISCOVER A GREENER SOLUTION FOR YOUR BUSINESS WITH SALON SUSTAINABILITY

GREEN LIGHT

To get started, simply sign up for a salon registration kit containing everything you need to become a sustainable salon able to recycle all hair, paper, colour tubes, foil and metal styling cans.

Salon Sustainability supplies salons with a welcome pack, PR and marketing material.

Choose your recycling bins and separate your waste, then box up your full bags in your returns box and arrange a collection time that suits you. It’s as simple as that. You can recycle as much or as little as possible, choosing from five recycling bin options:

PLASTICS

HAIR

CHEMICALS FOILS & METALS

PAPER

JOIN THE PPE RECOVERY PROGRAMME

Unsure of how to deal with all of your additional PPE waste? Salon Sustainability can recover all of that too!

It’s not just the planet that’s being helped by this initiative; Salon Sustainability works with charity partner The Enham Trust to support disabled people to enjoy an independent life. Then 100 per cent of all profits from selling on waste for recycling goes to supporting The Hair & Beauty Charity.

SALON SUSTAINABILITY IS AVAILABLE TO ALL HAIR AND BEAUTY SALONS AND SPAS THROUGHOUT THE UK. FOR MORE INFORMATION AND TO SUBSCRIBE, VISIT SALONSUSTAINABILITY.CLUB

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HAIR AND WIGS Anne Veck (@annevecksalons). ARTISTIC DIRECTION�PHOTOGRAPHY�STYLING: Magic Owen (@magicowenphotography).

MAKE�UP Maria McKenna (@mariamakeupartist) using Illamasqua (@illamasqua). Model Lauren Rose McGee (@laurenuk @zenithmodelmanagement).

Anne Veck, Oxford Sustainability and the environment have long been at the heart of Anne Veck Salon, and last year co-founders Anne Veck and Keith Mellen unveiled Salon Re:Source to share practical tips with salons that are ready to make a commitment to a cleaner environment. The sustainable salon toolkit now has 159 salons signed up, and will soon feature the latest range of recycling services from Green Salon Collective, of which Anne is a Green Libertine, alongside updated and improved information on switching to a green energy supplier, and how to reduce your CO2 emissions. Keith explains: “The hope is for Salon Re:Source to be shared among a wider audience so we can reach all sectors of the industry. A hairdresser doesn’t need to own a salon to be more sustainable.”

This passion has also impacted Anne’s work. “Something creatively has changed for me,” she admits. “I have moved into using my creative work to express my feelings about the issues we all face, especially sustainability and the environment. This year I have brought the message closer to home with A Murder of Crows [pictured], examining local Download sustainability and the cycle of life a copy of Salon and death, shot in an allotment.”

Re:Source at bit.ly/ SalonReSourceUK

SEE more from A Murder of Crows at creativeheadmag.com

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n o p u h s u r B PLANT POWER

NOW YOUR BRUSHES AND COMBS CAN BE KINDER TO YOUR HAIR AND THE PLANET, WITH THE NEW GO GREEN COLLECTION FROM WETBRUSH Shampoo ingredients are getting cleaner, so too are hair colour formulas, and packaging is created from more recycled material than ever before… but what about some of the most essential tools you need to work, and that clients use religiously at home? Do your brushes and your combs stand up to sustainability scrutiny?

WetBrush has never stopped revolutionising the humble hair brush… and now it’s leading the way with a collection made from plant-based materials. The average lifespan of a brush is six months to a year, and many brushes end up directly in landfill because they can’t be recycled or donated. But WetBrush has created an eco-friendly range from an all-natural plant starch that naturally breaks down, so your tools can be kinder to your hair and the planet, too!

The GO GREEN collection from WetBrush ticks all the right boxes. The new design has been inspired by the monstera leaf and the entire collection is now 100 per cent PLA (plant-based plastic). It has even more to shout about, with 65 per cent less energy used, 68 per cent less greenhouse gas emitted and they’re fragrance free.

Go Green

MINI DETANGLER

This pocket-sized powerhouse comes in four soft pastel colours, with a vented design to allow for ample airflow to reach hair during detangling without snagging. The flexible IntelliFlex bristles ensure less breakage, less pain and less effort while brushing.

Go Green

TREATMENT COMBS

Simply perfect for those who prefer detangling with a comb rather than a brush.

Eco-friendly with built-in natural oil and mineral treatments, there are three types to choose from: tea tree for scalp health, coconut for smooth hair and the new charcoal-infused comb to help remove impurities. And that unique Wave Tooth Design ensures pain-free detangling.

MAKE A DIFFERENCE AND GO GREEN WITH WETBRUSH. TO STOCK THE COLLECTION IN YOUR SALON, CONTACT CHRIS & SONS ON 020 8443 8940 OR VISIT CHRISANDSONS.CO.UK @WETBRUSHUK

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THE SUSTAINABLE

IMPROVED FORMULAS, REVAMPED PACKAGING, THE STEPS BRANDS AND SALONS ARE TAKING TO BE MORE SUSTAINABLE

My Hair. My Canvas. from Alterna is 100 per cent vegan, formulated without sulphate surfactants, phthalates and synthetic colour. The secret ingredient is an infusion of sustainably harvested botanical caviar, an Asian super-food known to help improve moisture retention and smooth the cuticle to add bounce, shine and strength.

“The lockdowns have shown people how negative our impact can be on our planet and people now want to do more to help,” says Lucy Duff, manager of LUCIA Hair Salon in Preston. “Our clients love to hear about My Hair. My Canvas. As a salon we recycle all waste and use products such as Alterna that are packaged in 50 per cent postconsumer plastic and that come with twist open and close pumps to minimise waste.” alternahaircare.com

KMS has unveiled three professional Solid Shampoo Bars, highly concentrated and formulated with natural ingredients. The solid formula is designed to save water during product development, reducing plastic and packing materials while lessening CO2 emissions.

Each KMS Solid Shampoo folding FSC paper box includes a QR code that can be scanned for more detailed sustainability information and a full product ingredients list! kmshair.com

Eco-ethical weDo/ Professional is vegan, with 93 to 99.7 per cent natural origin ingredients, with 100 per cent recyclable plastic packaging. For every product sold, eight plastic bottles are collected from the environment, in partnership with Plastic Bank. wedoact.com

The FFØR vegan range has now unveiled a professional colour system, housed in 100 per cent recyclable aluminium tubes in FSCcertified cardboard cartons, or post-consumer recycled jars and bottles. fforhair.com

essional’s Schwarzkopf Prof line has legendary IGORA aging ck pa a undergone s 770 ve sa at th p revam aterial tonnes of virgin m ch ea year. .com op schwarzk fpro

The iconic Serie Expert line-up from L’Oréal Professionnel Paris has been revamped to include packaging made with 100 per cent recycled plastic, produced in a carbon-neutral factory. lorealpartnershop.com/uk

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SHOPPING LIST Wella Professionals colour tubes use 100 per cent recycled aluminium topped with 96 per cent to 100 per cent post-consumer recycled plastic caps, saving more than 180 tonnes of virgin plastic a year. wella.co.uk

The packaging boasts vibrant pops of colour, artful design and distinctive packaging. But all R+Co Bleu bottles and jars are made of 100 per cent postconsumer recycled material, using 88 per cent less energy to produce. Tubes are bioresin sugarcane plastic, which biodegrade in 180 days in soil and 60 days in compost. rebelbeautybrands.com s freeIndola is vegan, ha ACT NOW! from nts die re th natural ing from formulas wi nt ce r pe 97 and features up to . ing ag ck pa recycled indola.co.uk

As of January, all Aveda products are 100 per cent vegan. A standout example is the Botanical Repair line, a 93 per cent naturallyderived collection of products with three-layer hair repair technology using plantpowered molecules. aveda.co.uk

Authentic Beauty Concept, which recently agreed a partnership with Green Salon Collective, offers its salons Refill Bars to enable clients to fill up on their favourite vegan products while reusing their packaging – as seen at Mewies & Co above! authenticbeautyconcept. co.uk

Founded by salon owner JC Aucamp and a team of experts, Salon Sustainability provides a comprehensive waste recovery programme designed specifically for the hair and beauty industry. Everything from aluminium foils, colour tubes, chemicals, hair, plastic, paper and it now offers a PPE recovery programme and fully compostable PPE including gowns, aprons and gloves. Each customer is given individual bins and corrugated cardboard returns boxes, with returns collected by a green courier. You can choose from bespoke subscription packages to pay-as-you-go shop. salonsustainability.club

Scrummi offers a range of super-absorbent waffle towels available in black or white and all 100 per cent biodegradable, as are its colour removal wipes and new capes, too. scrummi.com

All of Neäl & Wølf’s bottles are 100 per cent recyclable, and now the brand and its distributor Salon Promotions have teamed up with Green Salon Collective to offer a discount to its 7,000-plus salon customers when setting up a new account. salonpromotions.co.uk

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T S LI G IN P P O H S LE B A IN A T S U THE S

HairStory’s innovative New Wash is biodegradable, and ditching traditional shampoo and conditioner for its refill system has reduced plastic consumption by 91 per cent. hairstory.com

Welcome, conditioner bars, to the solid bar party!

Rescue My.Hair from My.Haircare is veganfriendly and free from sulphates, parabens and silicones. my-haircare.com

The new SilkLift packaging from Goldwell’s LightDimensions now comes in a FSC-certified foldable pouch, made with 80 per cent less plastic, and waste volume reduced by 85 per cent. goldwell.com

Remi Cachet’s hair recycling scheme scooped the Best Ethical Hair Initiative in Marie Claire’s Hair Awards. Clients can send their old extensions back to be reused to help clean up the world’s oceans, in partnership with charity Matter of Trust. remicachet.com

L’ANZA, which has recently partnered with Salon Sustainability, chooses its ingredients carefully. Its Wellness CBD-Infused Hair Care is free from sulphates, parabens and gluten, is vegan and the energy used in manufacturing is 85 per cent solar power. lanza.com

Created from a unique combination of 100 per cent natural active ingredients with no hormones, silicones, parabens or sulphates, Natucain is a hair loss treatment that stimulates hair directly at the root. natucain.co.uk

The new-look Redken haircare bottles are now made from at least 93 per cent recycled plastic, as part of the L’Oréal group’s wider sustainability commitment. lorealpartnershop.com/uk

Cloud Nine has added hairdryers and curling wands to the list of tools you can recycle with the brand free of charge. To date it’s recycled more than 50,000 irons and is committed to recycling 1.5m tools by 2022 to counteract the 2m tonnes of electrical waste generated each year, 80 per cent of which is not recycled. cloudninehair.com

Lots of brushes end up in landfill because they can’t be recycled or donated, but the new Go Green collection from WetBrush – with a mini detangling brush and a treatment comb – is 100 per cent PLA (plant-based plastic), and uses 65 per cent less energy in its manufacture. A stroke of genius! chrisandsons.co.uk

ARE YOU 2021’S MOST WANTED SUSTAINABILITY HERO?

Because of the increasing embrace of sustainability by salons and stylists, this year Creative HEAD has launched an entirely new category in its Most Wanted Awards – the Sustainability Hero, in association with Kao. We want to know about the initiatives and activities that demonstrate your commitment to environmental sustainability, including how it’s essential to your core business practices. Show how you get your whole team involved in your efforts, how your approach to sustainability has delivered positive change. Share the design of your workplace, the products you use, the way you reduce, re-use and recycle materials and waste, the brands you partner with, the local independent businesses you support – as you look to impact the environment, as much as the hair you create, in a wonderful way. Enter now at creativeheadmag.com/mostwanted

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www.alternahaircare.com @alternaeurope

RESTORE COLLECTION. intense, customizable vegan treatments featuring our cool hydrations nourishing masque, glow crazy shine booster & jelly fix repair booster.

© 2021 Alterna Professional Haircare Division of Henkel Corporation.

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KMS SAVES AROUND 1.4 TONS OF ALUMINIUM each year by switching to more lightweight aluminium cans.

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A boy’s own story A true artistic collaboration wit h Adam Reed at Adam Reed London on hair, Deborah Latouche on fashion, Lan Nguyen-Grealis on make-up and Jack Eames behind the camera. Boy Story lets fashion lead the way – working wit h genderless models as blank canvases to let the creative work steal the show Photography by Jack Eames CREATIVE HEAD

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HAIR Adam Reed, Adam Reed London. MAKE-UP Lan Nguyen-Grealis. FASHION Deborah Latouche. PHOTOGRAPHY Jack Eames

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ART DIRECTION AND HAIR Gareth Bromell using L’Oréal Professionnel Paris and ghd, assisted by Roy Leigh. STYLING Aisling Farinella, assisted by Jules Gavin. MAKE-UP Sarah Langan

e k a h S f f o t i

NATURAL TEXTURE WITH AN A-LIST EDGE BY H BY GARETH BROMELL WILL GIVE HAIR A NEW LEASE OF LIFE. INCLUDING THE MODERN TAYLOR SWIFT SHAG THAT BROMELL HIMSELF CREATED, THIS COLLECTION, ENTITLED ‘GIRLS’, IS ABOUT LOW-MAINTENANCE LOOKS WITH HIGH-WATTAGE GLAMOUR PHOTOGRAPHY BY EILISH M C CORMICK 81

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The only footwea r to get me through the day

Playin g with texture and tone Me and @marlonjhaw kins have had some time to plan our next session s for Brooks Educat ion

My favourit e type of technique – freehan d style

In the

frame

Pink is still as popula r as ever, thanks to L’Oréa l Profess ionnel Paris

Grace Dalgleish of Brooks & Brooks (@gracedalgleishx) snaps away SHOOT AND SEND Want to give us a snapshot of your world? Tweet us at @creativeheadmag now!

My favourit e model Laura popped in for a cut and colour with @loreal pro #Majirel

Banan a bread for the tea m but it was raw in the middle so it ended up in the bin!

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Such a good feeling to be back!

Ready for a full day of clients

Freehand balayage using L’Oréal Professionnel Paris CREATIVE HEAD

21/04/2021 12:37

PATENTED INNOVATION* NEW

Metal Detox

Complement your colour, balayage and lightening services.

Designed to help neutralise excess copper.

Enriched with Glicoamine.

Up to 87% less breakage.1 Reliable colour result on hair with excess copper.

scan with your phone to know more about

Metal Detox

@lorealpro

*Pre-treatment: patent granted in UK. Shampoo: patent granted in UK. Mask: patent granted in: France, USA, Brazil, China, Japan and Mexico.

1. Combing test. Metal Detox pre-treatment, bleaching procedure, shampoo, mask vs bleaching procedure, classic shampoo