Creative HEAD Ireland July/August 2020

€7.50 JULY/AUGUST 2020

In print•online•everywhere!

IRELAND

JULY/AUGUST 2020 CREATIVEHEADMAG.COM

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01/07/2020 14:49

Editor’s letter

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JOIN US!

You entered in your masses WHAT A TIME these past few months have been. Covidand, following intense 19’s deadly impact has changed the world forever, forcing every industry, especially ours, to adapt. But adapt you did, and the way deliberation by our expert members of the hairdressing community have rallied to support each judges, we are excited to other – be it sharing strategies, filming advice sessions or giving thanks announce our 2020 Most to the essential workers that have kept everything running – is nothing Wanted and The It List short of incredible. We are so lucky to have such a compassionate and caring Awards finalists! Head to group of people working together in hairdressing, and I can’t wait to see what page 16 for details of the the future holds. To help you on your journey we have the Lockdown Lift-off shortlist. With salons now special from page 26, dedicated to the ‘new normal’ and how your business re-opened, on Monday can be bigger and better than ever before. Then, to get your creativity flowing 2 November Salon again, we have two beautiful collections bursting with inspirational looks Smart will return to Dublin – find them on page 42. And what better time to plan your trip to Salon – on the agenda; how we Smart Dublin? Creative HEAD’s business networking event is taking can move forward together. place on 2 November, and will be a motivating day of discussion, Join the likes of Hare & Bone new perspectives and savvy strategy. Register your interest at founder Sam Burnett, House creativeheadmag.com. of Colour’s David Campbell and managing director of The Collective by Lloyds, Danielle Kennedy, for a jam-packed day of inspirational business networking Anna Samson, and advice, see page 20 for more.

Editor creativeheadmag.com/events

anna@alfol.co.uk

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01/07/2020 14:50

W E N

MOISTURE RECOVERY

™

Henkel Nederland B.V. Grasbeemd 4 5705 DG Helmond The Netherlands Hair: Larisa Love Photo: Hama Sanders

DIVE INTO DEEP MOISTURE Deeply quenches thick hair’s insatiable thirst all day.

Leaves strands with 2X the softness** + 3X less prone to breakage***.

Hair looks instantly replenished, shiny, and healthy. #moisturerecovery www.joico.eu

@joicoireland

*When using Moisture Recovery Shampoo and Treatment Balm **When using Moisture Recovery Shampoo and Conditioner vs. untreated, damaged hair ***When using Moisture Recovery Shampoo and Treatment Balm; against combing breakage on damaged hair vs. a non-conditioning shampoo

Moisture recovery CH.indd 1

25/06/2020 11:38

July/August

WHAT’S INSIDE 26

€7.50 JULY/AUGUST 2020

In print•online•everywhere!

IRELAND

JULY/AUGUST 2020 CREATIVEHEADMAG.COM

STRONGER TOGETHER ON THE COVER L’Oréal Professionnel

LOCKDOWN LIFT-OFF

You’re back! Salons are finally open and clients are clamouring for your attention. Our Lockdown Lift-off special will give you the tools you need to make the most of the new normal

GO DIGITAL

The Covid-19 crisis revealed just how many salons were failing to use digital tools to streamline their business.

Take a look at how you can get digi with it and meet some of the owners already in control

46 FASHION

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Clients will crave these new tones and textures from Birmingham’s Hazel & Haydn

EDITOR

DIGITAL DESIGNER

EDITOR IN CHIEF

ONLINE AND DIGITAL ASSISTANT

BELLA PETERS JENNY BROOKS

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.

ONLINE AND DIGITAL EDITOR

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ART DIRECTOR

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ALISON ROWLEY

PUBLISHER

CHIEF SUB EDITOR

CLASSIFIED EXECUTIVE

ANNA SAMSON AMANDA NOTTAGE

CONTRIBUTOR

DEBORAH MURTHA

ADAM WOOD

SPECIAL PROJECTS MANAGER

KELSEY DRING

JOANNA ANDERSEN

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SPECIAL PROJECTS ASSISTANT

EVA VESTMANN

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

Creative HEAD Ireland 21 The Timberyard, Drysdale Street, London, N1 6ND +44 20 7324 7540 anna@alfol.co.uk

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01/07/2020 14:52

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The edit R INDUSTRY THE NEWS AND KNOW-HOW FROM YOU

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MWIT20 Grand Final moves to 29 November

Syd Hayes

Zoë Irwin

Anthony Turner

Josh Wood

Eugene Souleiman

Gary Gill

Nicola Clarke

Sally Brooks

THE MOST WANTED and The It List Awards Grand Final in London has been pushed back to Sunday 29 November in order to deliver the most fabulous celebration of UK and Irish hair talent for all our fantastic finalists, sponsors, judges, industry friends and everybody who has joined us on the MWIT journey so far.

At Creative HEAD we’re committed to keeping the #MWIT20 magic alive and by moving the date from September until the end of November we hope there will be no need to compromise on any of the sparkly details at the most important event in the awards calendar.

Tickets go on general sale on Friday 17 July, so stay tuned for updates across all our social channels @creativeheadmag in the coming weeks. Last year we sold out in five minutes flat. The party might be late, but we promise it’ll be worth the wait!

Adam Reed

Colour the Cut Silver Creative Colour Silver

Creative Colour Gold

Colour the Cut Gold

THE WELLA PROFESSIONALS TrendVision Award UK & Ireland Final will be taking place online for the first time, with competitors creating a whole new look and a new filming stage to support each submission.

Finalists have been revealed following an all-digital competition that was held during lockdown. The full list of finalists can be found at creativeheadmag.com.

Wella Professionals has also announced the winners of its 2020 XPOSURE competition, open to hairdressing students in the UK and Ireland who have less than five years experience in the industry. Lily Cumper of Reflections Training Academy placed with Gold in Colour the Cut, while Roisin Moore of House of Colour took Silver. In the Creative Colour category, Siobhan Hearns of Rhona McCallum Hair won Gold, and Hannah Miller of Frances Hunter was awarded Silver.

Guido Palau

WELLA TRENDVISION AWARD TO BE FULLY DIGITAL THIS YEAR

MOST WANTED HAIR ICON FINALISTS REVEALED FOLLOWING NOMINATIONS FROM 95 influencers from the worlds of hair, beauty, fashion and the media, the shortlist of 10 names for Most Wanted’s Hair Icon Award has been revealed for 2020. The category is to determine the most inspirational hairdresser, and is by nomination only. In the line-up are session stars Syd Hayes, Guido Palau, Adam Reed, Eugene Souleiman and Anthony Turner, who will be jostling for the trophy against colour legends Nicola Clarke, Zoë Irwin and Josh Wood, and industry doyenne Sally Brooks. Backstage favourite Gary Gill also claimed his first ever shortlist place. In 2019, Sam McKnight scored his third Hair Icon win, ensuring he now receives a second Most Wanted Legend trophy, alongside his Session Stylist award. The full list of Most Wanted and The It List finalists be found at creativeheadmag.com

CREATIVE HEAD IRELAND

02/07/2020 14:39

WILL WE BE KINDER AFTER LOCKDOWN? THE BUSINESS EDIT

MARY PORTAS, QUEEN of consumer habits and high street hero, has predicted that release from lockdown will trigger changes in spending behaviour. Dubbed the ‘Kindness Economy’, she theorises that people will commit to brands they identify as kind with their cash. “There is going to be a growth in people buying and wanting brands that reflect their values,” she told The Guardian this year – every euro spent is a message.

So, with consumers considering not just what they’re buying, but who they’re buying it from, salons may have to consider positioning their brand as one that “does the right thing”. Throughout the Covid-19 crisis many business owners have engaged in charitable acts – and those who put it on social media may reap the benefits as clients reward their selfless behaviour.

“The Kindness Economy is not something new, however it has come sharply into focus in the past few months and Mary Portas has highlighted it further,” says Shaun Moriarty, co-owner of The Greene Room salons in Co. Clare and Co. Tipperary. “Customers are rightly asking questions about the products that we use in their hair.”

Establishing your brand as having positive values is a balancing act between doing the right thing and enjoying financial success.

“Having a ‘kinder business’ does not mean that the business does not make a profit,” adds Shaun. “It means that you are more aware of your responsibilities to your local community, your clients and that these are balanced against the needs of business.”

He continues: “In our case, we follow up with our brand representatives on queries if we don’t know the answer. With one of our main brands, Kemon Actyva, we know exactly which farm in Northern Italy the ingredients are grown in. We want to know this information, it gives us peace of mind.”

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Great Lengths has launched the ‘Hairdos for Heroes’ initiative to give back to those who have worked so hard during lockdown.

Participating salons will dedicate some time in September to doing key workers’ hair free of charge as a way of saying thank you for keeping their communities safe.

“As onlookers to the heroes on the frontline we have great admiration and are very proud of their passion and the determination of their profession during this time,” says Edwina Hayes, manager of Streetlife Hair Salon in Kilkenny. “I felt this was something we could do to show our appreciation. My staff and I will be will treating the clients, our frontline heroes, to a complimentary blow-dry or haircuts and give them a little pampering after a hard few months caring for others.

“We will promote it through our social media platforms and people can then message to reserve their slot,” she continues.

“I hope it will allow customers to see our business in a positive light but, more importantly, I hope those that take up the offer enjoy the treat and feel appreciated.”

And for hairdressers who want to do even more, the Haircuts 4 Homeless charity is an easy way to use your skills to make a real difference in someone’s life. “We have two Irish projects, one in Limerick and one in Dublin, which is one of the busiest projects we have,” explains Siobhan Laffan, team leader of Haircuts 4 Homeless in Ireland.

“We are doing up to 60 haircuts in each session and it’s getting busier and busier.”

Siobhan hopes that, as the threat from Covid-19 recedes, more hairdressers will sign up to help out and play their part. “We would be delighted to welcome more volunteers and hope to have some new people on board soon as we are planning on expanding. After these uncertain times people will want to give back to their community.”

LIFE LESSONS

MARCO DIAS

THE STUDIO BY MARCO DIAS Listen. When it comes to a great consultation, listening is the key to building a better picture of what you are creating. We have two ears and one mouth for a reason!

Know your specialty. Today people look for stylists who are really specialists and love what they do. Knowing what my strengths are has helped me to become more confident.

Pull yourself out of your comfort zone. For many years I was afraid of trying new products and techniques, because that would put me out of my comfort zone. But once I started I didn’t want to stop, the fun part began and the rewards have been amazing.

Never stop learning. Our industry changes so fast and new products and techniques are always around the corner, so keeping up-to-date makes me stand out from other stylists.

Knowledge heals. Education is about empowerment, liberation, and renewing the vitality of life. It is about finding ourselves and our place in the world. The more I learn, the more confident I become.

Knowledge is power!

CREATIVE HEAD IRELAND

02/07/2020 14:39

#CHedit WHY DID YOU WANT TO BE A HAIRDRESSER? I took a year out after completing my Leaving Certificate because I had no idea what I wanted to do! From July 2017 I was lucky enough to become a full-time worker at Kreation Hairdressing, which is owned by my sister, Katie Simpson. She pushed me to do my first ever competition and that was when I fell in love with the industry!

WHAT ARE YOUR HIGHLIGHTS SO FAR? So far, making it onto the IHF Star Team has been my greatest achievement! Next to this is placing 7th in Ireland in my first competition in November 2017, the IHF Fantastic Hairdresser Awards.

This was a huge achievement as I didn’t know how to hold a hairdryer properly a couple of months prior to it!

SORCHA COBB

SALON: KREATION HAIRDRESSING, SLIGO AGE: 20 WHERE DO YOU SEE YOURSELF IN 10 YEARS’ TIME? I’d like to have my own salon and I’d like to be an educator too.

I want my team to be motivated and love hairdressing as much as I do. I want to be recognised as someone who young people coming into the industry can look up to. Trichology is also something I have a huge interest in and I’d love to pursue this with hair in the future.

CREATIVE HEAD IRELAND

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WHAT IS YOUR DREAM HAIR GIG? Travelling the world educating alongside Katie. We work very well alongside each other and although we are sisters, we are able to maintain a professional relationship on the floor, too!

As someone who loves colour, I’d like to get to the point where I can work with one client a day doing huge makeovers. I’d like people to know my work, and be able to identify my style.

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#CHedit

STOCK OPTIONS

OUR PICK OF THE LAUNCHES TO STACK ON SHELVES, ADD TO MENUS AND SHARE WITH YOUR STYLISTS Summer is the perfect time for clients to try out air-drying their hair, and JOICO’s new Zero Heat air-dry styling crèmes are here to help. Available in two formulas – one for fine or medium hair, one for thick – simply scrunch into wet hair and go.

RRP €21 045 856 490 xpertpro.ie

The Super Motor Skeleton Trimmer from BaByliss PRO is perfect for detail work, making the most of an exposed T-blade for edging and outlining.

It has 120 minutes of continuous cordless run time, too.

Originally designed and formulated for use with Great Lengths extensions, the new Heat & Care Spray from Great Lengths is especially good for textured hair, with panthenol to fight against moisture loss.

RRP €135 +44 370 513 3191

RRP €20 +44 113 278 1292

babylisspro.co.uk

greatlengths.com

For a luxuriously smooth blow-out with a dazzling, frizz-free finish, the JOICO Dream Blowout thermal protection crème is your secret weapon. It also cuts drying time in half and reduces breakage. An all-inone hero product.

RRP €19.50 045 856 490 xpertpro.ie

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Good things come in small packages, so the saying goes. And there’s plenty of goodness in these specially curated three-piece My Minis collections from ALFAPARF Milano, sporting designs from Dublin illustrator Emma Kenny, whose fans include the Kardashians, Jenners and Hadids. We’re sold…

These five new additions to the milk_shake Lifestyling range – Powder Pop, Curl Shaper, Blow-Dry Primer, Medium Hold Gel, and Fixing Paste – will help you create an array of amazing styles.

RRP €19.95 EACH 045 856 490

RRP FROM €16.89 +44 1392 365 177

xpertpro.ie

milkshakehaircare.ie

CREATIVE HEAD IRELAND

02/07/2020 14:40

#CHedit

Inside story SUGAR DADDY BLACKROCK Following the success of the Dublin City Centre branch of Sugar Daddy, owner of the Sugar Culture group Mark O’Keeffe has launched a super-sized version in Blackrock. The space was created in collaboration with designer Celine Cummins. “Celine knows our business model inside-out,” explains Mark. “She involves us at every step of the way, so the finished product is a combination of her finessed eye for design and how we as a team visualise the aesthetic of the shop.” At Sugar Daddy Blackrock this distinctive visual identity combines a classic look with a vintage twist. “We wanted to recreate the same atmosphere as at our City Centre branch, but build on it by adding a little more edge. When you look closely at Sugar Daddy Blackrock, the devil is in the detail, and that is where you’ll find a nod to the 1920s.” The floor-to-ceiling windows are a standout feature of the barber shop, showing off incredible views of Dublin Bay. Having to temporarily close the salon due to lockdown so soon after opening was less than ideal, but Mark is optimistic the barber shop will thrive. “It’s uncharted territory but we have an amazing team so I’m positive we’ll bounce back and be just as good, if not better, than we were before,” he says.

HOT BUY FRONT AND CENTRE

Create the customised chair that perfectly matches your salon interior. The Belluna Frontside chair can be upholstered in a choice of 40 colours and offers a selection of four different bases and an optional footrest.

PRICE FROM €550 (PLUS VAT) welonda.com

CREATIVE HEAD IRELAND

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E X T E N D Y O U R POTENTIAL AS YOU WELCOME CLIENTS BACK INTO THE CHAIR TO FIX ROOTS AND REFRESH COLOUR, IT’S TIME TO REVISIT YOUR PRODUCT OFFERINGS AND LOOK TO THE FUTURE. ONE THING IS CLEAR, IF YOU’RE NOT OFFERING HAIR EXTENSIONS YOU ARE MISSING OUT ON A LUCRATIVE MARKET, SO LET GREAT LENGTHS EXPAND YOUR HORIZONS

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CREATIVE HEAD IRELAND

01/07/2020 15:03

CR EATIV E HE AD AD VE RT OR IAL

GREAT LENGTHS WANTS to banish the stereotype that hair extensions are only applied to create unrealistic length, and dispel preconceptions that hair extensions can’t be 100 per cent human or ethically sourced with a premium quality feel. Instead, the Great Lengths mission is to empower women by restoring their confidence with their hair.

VOLUME

The latest Great Lengths campaign ‘The Great Italian Journey’ displays a range of looks that showcase just how versatile hair extensions can be. Gone are the days where hair extensions were applied purely for length. More and more women are opting for a thickening service to create voluminous yet natural-looking hair. It’s also a solution for hair that’s thinning from either age or excess damage, and can help women restore their confidence.

COLOUR

Extensions can be added to enhance hair colour and create on-trend looks such as balayage effects or colour effects using Great Lengths’ fashion colour range. With more than 80 unique shades including brunettes, fiery reds, ash blondes, pastels, neons, rooted and flowstrand shades, there is a colour to blend seamlessly with every client’s hair – without the need to dye.

LENGTH

The yearning for longer hair is still very much a factor for clients, and hair extensions are the answer. Years of waiting for natural growth is a thing of the past and can be resolved in just one sitting. Great Lengths offers extensions in a range of lengths from 20cm up to 55cm to transform any client’s look and confidence. The Great Lengths ethos is that hair extensions should be discreet, so stylists can create long length finishes that look completely natural. And, Great Lengths extensions have been scientifically proven not to cause any damage to natural hair.

BESPOKE SOLUTIONS

Great Lengths offers many different methods of application.

Pre-bonded extensions have a keratin compound that mimics and moves like natural hair and are ideal for women who are looking for premium hair extensions with a seamless application, lasting from four to six months. GL Tapes meet the growing demand for adhesive extensions and are made of premium hair anchored to an extra-thin medical grade adhesive tape. They are designed to create a fuller effect with a fast application time which can take as little as one hour. The adhesive strip does not cause any tension and feels completely flat on the head. GL Tapes last between six and eight weeks and can be re-taped up to three times.

Start your journey to becoming a Great Lengths certified stylist – contact +44 113 278 1292 or email info.ireland@greatlengths.com

CREATIVE HEAD IRELAND

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MW IT20

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2020

2020

THE JUDGES HAVE SPOKEN, THE SCORES ARE IN! CONGRATULATIONS TO CREATIVE HEAD’S MOST WANTED AND THE IT LIST 2020 FINALISTS!

FIERCE. FABULOUS. 2020 FINALISTS! SEE THE FULL LIST ONLINE NOW! GO TO CREATIVEHEADMAG.COM�MOSTWANTED GO TO CREATIVEHEADMAG.COM�THEITLIST #MWIT20 �CREATIVEHEADMAG

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CREATIVEHEADMAG.COM MAGAZINE

EDUCATION

EVENTS

INSPIRATION

CREATIVE HEAD STORE

COMPETITIONS

EXCLUSIVE

Errol Douglas MBE

Rianna Henry

Natalie Knox

THE STORIES AND REALITY

Lisa Farrall

Sofia Elhaj

Jemima Bradley

THE PUSH FOR CHANGE

The Black Lives Matter movement has forced the hair industry to confront its lack of representation and diversity. Catch up with discussions of the issues and the path to change on Instagram TV

A sprinkle of magic amid a vivid natural landscape. ‘Pixie Dust’ by Mélanie Machado mashes glittering ’80s power glamour with festival chic

creativeheadmag.com

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Reflect. Reset. Rebuild. When Salon Smart returns to Dublin on 2 November, the focus will be on how we can move forward together. Book your spot online

creativeheadmagofficial

It’s time. Head online to meet the super-talented #MWIT20 finalists battling it out for the 20 category crowns come 29 November

@creativeheadmag

02/07/2020 14:42

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Mas

THE AUTHENTIC ARTISANS

SALONS AND STYLISTS ACROSS THE COUNTRY HAVE EMBRACED THE NO-FILTER FORMULA OF TRUTH, INDIVIDUALITY AND REALITY OF AUTHENTIC BEAUTY CONCEPT, AND AS A COMMUNITY HAS SEEN THEIR BUSINESSES GROW. AS LOCKDOWN STRUCK, THAT COMMUNITY SPIRIT KICKED IN EVEN FURTHER AND, AS WE REOPEN, THEY’LL BE THERE ONCE AGAIN TO HELP CLIENTS DEALING WITH SO MUCH IN THEIR LIVES FIND A LITTLE PEACE, A MOMENT FOR THEMSELVES. LET’S FIND OUT HOW AUTHENTIC BEAUTY CONCEPT IS A PARTNER THEY’RE PROUD OF

TEAM PLAYERS

The newly renovated Tim Scott Wright @ The Hair Surgery in Stourbridge also has a relatively new name on the shelves. It’s a big decision to change the products you work with every day, but it wasn’t a decision taken by founder Tim alone. He says: “The salon’s switch to AUTHENTIC BEAUTY CONCEPT was initiated by the team, who were keen to find products that are forward-thinking, cruelty-free and vegan.”

Being included in the decision making meant that the team was already committed to the brand, excited about using the products and motivated to tell their clients all about them, making retail sales easy.

FROM THE SALON, WITH LOVE When salons closed because of the Covid-19 pandemic, many loyal clients were keen to show their support in a very real way, knowing these valuable local businesses wouldn’t have any income for some time. One method of support was online shopping. At Mewies & Co in Leicester, AUTHENTIC BEAUTY CONCEPT UK ambassador Dan Mewies has been working hard to ensure every delivery is a hand-picked parcel of perfection. “It’s not just about selling products; it’s the concept of creating a generation of people who embrace a ‘no-filter’ and ‘be authentic’ attitude,” he says.

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KNOWLEDGE IS POWER

VEGAN = GREAT FOR HAIR

As part of the brand’s commitment to supporting the hairdressing community during lockdown, AUTHENTIC BEAUTY CONCEPT unveiled a free-to-use education hub, accessible from its UK website.

Packed full of tutorials and podcasts, stylists could get to know the brand, learn more about how AUTHENTIC BEAUTY CONCEPT products work and be inspired with demonstrations from some of the world’s top hairdessers including Adam Garland, Hester Wernert-Rijn and JeanPhilippe Beaupied.

What’s more, there’s a comprehensive glossary of hair product vocabulary, providing a valuable tool for professionals keen to brush up on their product knowledge and information about the powerful ingredients found in AUTHENTIC BEAUTY CONCEPT ranges, such as basil, mango, green tea, date and cinnamon extract. Every Wednesday an ‘ingredient of the week’ was shared on its Instagram Stories @authenticbeautyconceptuk too. Do you have a favourite?

The benefits to hair are actually pretty clear. Vegan haircare doesn’t contain any additives such as parabens, sulphates or silicones, which means hair’s natural oils are preserved and colour is prolonged – something clients certainly notice in between appointments.

Because they’re packed with natural ingredients, vegan products are generally more hydrating and work to promote all-round healthier hair. At Mewies & Co, they’ve found that this moisture-rich quality can be particularly beneficial for clients experiencing hair loss. Founder Dan Mewies says: “Our clients appreciate the efforts we make as a salon to be ethical and environmentally friendly. The use of vegan products helps us to commit to a more ‘conscious’ culture in our salon.”

We’ve all become more conscious of what we use and consume, which has a direct impact on what you decide to stock in the salon. Joseph Ferraro, owner of Joseph Ferraro Hair in Harrogate, says: “Knowing that our products are vegan and cruelty-free is peace of mind for us and our environmentally-conscious clientele.”

SE-REN-I-TY {NOUN}

THE STATE OR QUALITY OF BEING SERENE, CALM OR TRANQUIL; SERENENESS Illness, work stress, isolation from loved ones – there has been plenty in recent months to cause your clients anxiety and worry. How wonderful would it be if you could take all that away, just for a few precious moments…

That’s where an AUTHENTIC BEAUTY CONCEPT Memento service can make a real difference. It allows the hairdresser to customise treatments and services to best suit their clients’ mood, schedule and hair needs.

It’s a sensorial treat, with stylists mixing a carefully selected Essence with a chosen Mask from the range to create a bespoke care treatment. For an extended Memento service, a combination of massage gestures are incorporated to aid inner peace, reviving beauty from within. For a final moment of calm, special earplugs and a blindfold block out the outside world so clients can take a moment to pause and reconnect with themselves.

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EVERYDAY EFFORTLESS

MANY HAVE EMBRACED A LOW MAINTENANCE VIBE WHEN IT COMES TO LOCKDOWN BEAUTY, SOMETHING THAT CHIMES PERFECTLY WITH AUTHENTIC BEAUTY CONCEPT’S MISSION. AMBASSADORS DAN MEWIES, OWNER OF MEWIES & CO; AND JOSEPH FERRARO, OWNER OF JOSEPH FERRARO HAIR; ARE READY WITH TWO LOOKS THAT DEMONSTRATE CAREFREE CHIC – JUST WHAT CLIENTS NEED

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CR EATIV E HE AD AD VE RT OR IAL

A TOUSLED FINISH FROM DAN MEWIES

SOFT AND UNDONE FROM JOSEPH FERRARO

1. Start with AUTHENTIC BEAUTY CONCEPT Amplify

1. Apply AUTHENTIC BEAUTY CONCEPT Amplify Mousse

Mousse on damp hair. Tilt the hair forward and rough dry until all the moisture is removed. This will offer volume to soften the roots and enhance the lift.

and gently blow-dry the hair with a round brush.

2. If you feel the hair needs it, gently run a straightener through, though I recommend leaving the hair to form a more natural wave.

3. Use a hair bobble to gently pull the hair into a low ponytail but don’t apply this too close to the root and nape. Leave it loose so the hair hangs a little more.

4. Pull a small piece of hair away from the rest of the tail and wrap around the bobble, securing it with a small grip underneath. You could even use a small piece of ribbon to wrap around.

5. Finally, apply AUTHENTIC BEAUTY CONCEPT Working Hairspray and then tease pieces with your fingers to add height at the root, or add texture for a more organic finish.

2. For texture and hold, spritz AUTHENTIC BEAUTY CONCEPT Nymph Salt Spray on each section before tonging it to create a wave, not a curl. When wrapping the hair around the tong make sure you twist the hair and then run the tong up and down the hair shaft for a loose, beach wave effect.

3. Once it’s all tonged, loosely pick up the top half of the hair to create a messy knot that has a very undone feel. Try not to overdo it, and don’t play around too much. Let it take shape organically.

4. When you’re happy with the knot, pinch the top section of the hair and drag it forward to create a soft texture.

5. To finish, apply a touch more AUTHENTIC BEAUTY CONCEPT Nymph Salt Spray while using your hands to scrunch it into the hair.

As a brand founded on collaboration, AUTHENTIC BEAUTY CONCEPT firmly believes in co-creation.

Discover more about the #authenticbeautymovement at authenticbeautyconcept.com @authenticbeautyconcept

#MyBelief

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# MYBELIEF

BEAUTY STARTS FROM WITHIN. Authentic beauty begins the very moment you decide to be yourself.

When you’re present in the now that’s when you rebalance your mind and soul.

Look within and bring out your inner beauty to truly express yourself. #AuthenticBeautyMovement.

ALIANA KING Model & Artist

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Until 31 July, you can join Creative HEAD Club for FREE. The first 20 new Creative HEAD Club members will receive a trio of the latest Great Lengths products, worth more than €50. The Silver Shine Shampoo has an innovative violet colour pigment, so yellow and brassy tones are neutralised and nurtured. Its kera-protect complex improves the hair structure and repairs damaged hair too. The Leave-In Conditioner is for every type of hair, from extremely straight hair to very strong curls. It’s infused with aloe vera, silk protein and jojoba oil for hair that’s silky and smooth to the touch. And the Heat & Care Spray from Great Lengths provides heat protection and care in one spray. It leaves a protective film on the hair and reduces moisture loss, so hair is easy to comb and has a healthy shine.

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WE HAVE LIFT OFF! Salons in Ireland are finally open again but it isn't the easiest transition to get back to your best. At Creative HEAD we know that we are stronger together as an industry, so in this special we share everything you need to know to make your new normal a stratospheric success

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IT WAS A long time coming, but on 29 June hair salons in Ireland were allowed to open their doors. After more than three months closed, salons and hairdressers are once again offering their services to a clamouring public, who are desperate to get their grey hairs, long roots and overgrown cuts tended to by professionals. Clients have a renewed appreciation for hairdressers, and waiting lists for appointments are longer than ever before.

However, everyone knows salon life is now not the same. The ongoing risk of a second spike in Covid-19 coronavirus infections without a vaccine on the horizon means that salons now look a little different, staff have new responsibilities and the experience for clients has changed.

According to a survey from Phorest Salon Software, the number one concern that salon owners had surrounding reopening was staff safety, with 35 per cent of respondents listing it as a worry. To help combat these concerns and keep workers safe, the IHF, Habic, the Irish Hair Council, Synergy Hair Group and the Barber Society of Ireland came together to publish a comprehensive set of reopening guidelines for salons. These guidelines included strict hygiene measures, social distancing and the wearing of PPE – measures which, although necessary, can be uncomfortable and hot especially in these summer months.

Another significant area of worry for 30 per cent of salon owners was the potential gap between the revenue their salon generates versus the increased overheads they have to pay. The economic impact of coronavirus cannot be underestimated, and there are difficult times ahead, especially once the initial rush of customers subsides.

The IHF recommends salon owners look into the Irish government’s Restart Grant, which gives financial aid to small businesses to help with the costs associated with reopening following lockdown.

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Application forms can be downloaded from all Irish local authority websites, and applications for grants are open until 31 August this year. On L’Oréal Professionnel’s Access platform, you can find a comprehensive Back to Business guide, covering all the essentials for re-opening. There are details on team and salon organisation, client communication and other topics like virtual consultations.

And as a positive, relationships with customers are only getting stronger as salon owners reported that they were least concerned about their communication with clients.

Just 6 per cent were worried – indicating that they have been finding effective ways to stay connected to their customers even during the lockdown. And, when asked how confident salon owners in general feel about reopening their salon safely, those surveyed rated their confidence on average as 7.3 out of 10.

It’ll be a challenge, but Creative HEAD is standing with you. Together we’ll all be stronger and wiser, and we’ll see businesses flourishing once again. Let’s do this!

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IN YOUR DEFENCE

BOTH CLIENTS AND STAFF ARE CONCERNED ABOUT SAFETY, SO YOU NEED TO REASSURE THEM THAT YOU’RE ON TOP OF HYGIENE. HERE’S WHAT YOU NEED TO KNOW

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Face visors

To be most effective, a face shield should extend to below the chin, cover the ears and leave no exposed gap between the forehead and the headpiece. They are reusable and easy to clean, and help keep people from touching their own faces.

Denman’s HeroShield is a medical grade faceguard originally developed for the NHS. denmanbrush.com 28

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D isinfectant

Staff will need plenty of disinfectant to clean everything from chairs to tools. Remember that cleaning with a detergent-based liquid should precede disinfecting. As with handwashing, the detergent molecules break down the shell of the virus, and the disinfectant then kills anything that remains. You need to disinfect each piece of your kit after use with each client, and store them in an airtight container. When with a client, have a designated tray or space that you place used tools into so that you know what to clean, before storing away. Concentrated liquids, hand sanitiser, handy spray bottles and tool jars – Disicide from Hair Tools offers all manner of disinfectant solutions. hairtools.co.uk

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Perspex screens

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Liquid soap

Reduce the risk of contamination by putting up screens and barriers between clients where practical. It’s another large surface that will need cleaning regularly throughout the day, however.

For both staff and clients to use, and plenty of it as regular handwashing remains one of the most effective precautions. Look into touch-free soap dispensers for the bathroom to reduce exposed touch-points.

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Cling film

Once disinfected, you can wrap tools with cling film if you don’t have air-tight storage for them. It’s another clear sign to clients that you’re taking their hygiene and safety seriously, so stock up and get into the habit.

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Hand sanitiser

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D isposables

Set up multiple hand sanitiser stations around the salon, including at the front door. Visibly applying sanitiser at the station before beginning any service goes a long way to instilling trust.

Think gloves, aprons, capes and towels, most of which are available from your wholesaler. Consider disposable capes and neck guards and remember a fresh set of disposables should be used for each client.

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Bin liners

With so many single-use items, you’ll be going through bin liners at an exceptional rate. You should dispose of each bin liner by carefully sealing them, wiping the bin down and then putting in a new liner.

DENISE MCLEAN PELO HAIRDRESSING We have put markings down on all our floors to help visitors and staff to keep distanced. There are three hand sanitiser areas in each one of the Pelo Hairdressing salons – one at the door, one in the bathroom and one on the salon floor. We have installed plastic dividers at each styling station, so they are actually like booths now and there are screens up at our reception desk, too. We have created consultation forms for the clients as they come in, which we can use for tracing. I had been keeping in touch with the team throughout lockdown, and we did a lot of health and safety training, along with hairdressing training, online. Two of our staff had been running our online shop throughout the lockdown, and we had still been doing our wig service so I have spent a lot of time colouring wigs and sending them out to clients. We even had a free wig consultation document that allowed us to have consultations online.

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Masks

You have two options here – disposable and re-useable. Both will need to be stocked up on in large quantities, to cover both clients and staff. These KN95 face masks are easy to use, practical, and are designed to filter out a minimum of 95 per cent of particles, with five layers of fabric. capitalhairandbeauty.ie

GER HENNESSY GER HENNESSY HAIR STUDIO I spent a lot of time attending webinars on how to reopen safely while we were in lockdown. My staff were my main concern and I spoke to them regularly to see how they were – I got them involved in all the decision making so they felt comfortable returning to work. In the salon we have set up sanitising stations, Perspex screens between basins and created social distancing measures between sections. With each client we are doing patch tests, taking temperatures and asking them to fill out Covid-19 consent forms before each service. During services we have a strict salon etiquette – such as social distancing, coughing and sneezing into arms – that we ask clients to adhere to. All staff and clients wear masks, we have removed all magazines and no longer offer refreshments. After all that, it’s business as usual – we still want our clients to feel comfortable and pampered.

Don’t forget L’Oréal Professionnel’s free 30-minute Hygiene & Safety e-learning module, available to all hairdressers! For each completed course and certificate issued, it’s donating €1 to beauty charities. Remember to clearly display your certificate in the salon so clients know you’ve done it! Visit ie.lorealaccess.com for more information

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SOMETHING TO SHOUT ABOUT

YOU’VE SPENT TIME, EFFORT AND HARD CASH GETTING THE SALON AS SAFE AND CLEAN AS POSSIBLE – BUT YOU NEED CLIENTS TO DO THEIR BIT, TOO. HOW DO YOU GET THEM ONSIDE? Having planned for the day that you’d be back in the salon, you’re aware it’s a different place to the one you knew before. You’ll have been through training days to make sure the team is up to speed, but clients have a role to play here – they need to be active participants in the new protocols, and it’s best to share all the details so that they come to the salon fully prepped. “Our clients are our business – without them, we would just have some amazingly decorated workrooms,” says Orla Gillen, co-owner of The Greene Room salons. “So while the client experience has changed, we still have an incredible offering and are helping them to begin to feel themselves again after such a long period away from the salon.”

She continues: “We knew from our own waiting list survey that some 75 per cent of our clients let their hair grow over the last number of months and didn’t use home colour solutions. It has given us a huge opportunity for reimagining colour changes, styling changes and to get the creative juices flowing for everybody after such a long time away!”

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DEBBIE & TRACIE ENNIS BLONDIES HAIR & BEAUTY, ROSSLARE

Polls on Instagram Stories are an easy way to reach out to our clients, so we hosted one on the Blondies Hair & Beauty account about coming back to the salon. The response was excellent and everyone was agreeable about wearing PPE. About 70 per cent of respondents said they would be bringing their own, and the remaining 30 per cent said they had no problem paying for PPE supplied by us. The survey validated for us that we have moved in the right direction. Sanitation has always been paramount in our salon, and now we are taking double measures and applying HSA guidelines. We also adhere to social distancing and appoint certain days for higher-risk clients. We are cutting down salon contact time by hosting consultations on Zoom. We ask clients to arrive 10 minutes before their appointment time and call us when they get there. On entry we make sure PPE is being used and hands are sanitised, and they then have to complete a self-assessment form. Then when that’s done, it’s time to enjoy the experience!

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Aidan with a client

AIDAN FITZGERALD AIDAN FITZGERALD, BLACKROCK We have 24 staff at the salon, so we have put them in two teams of 12. The first team starts at 7.30am and works until 1.30pm and they have to be off the premises by 2pm, when the afternoon shift comes in. If anyone contracts Covid-19 in either team, they will all be isolated for 10 days. If we had brought back the full team at the same time, as some salons are doing, then if someone got sick the salon would have to completely close down again. Because our stylists are working unsociable hours, we are paying everyone at their full salary level. We have put a lot of thought and preparation into reopening our salon after lockdown, and I think the new salon environment feels safer than a hospital. When people come in they have to sanitise their hands, and if they don’t then they’re not allowed into the salon. They then put their mask on. Staff are wearing visors and using Easydry disposable towels. Two

metres distance between people is the guideline from the HSE in Ireland, so that’s what we’re sticking to. We are allowing an extra 15 minutes for every appointment while we get used to working in this new environment. We aren’t doing any blow-drys or children’s haircuts, so we are limited to styling and colouring while we get through our backlog. The new system is running smoothly so far and the clients are enjoying it – they are getting a 110 per cent service and loving being pampered. It’s clinical but everything is still very comfortable. We have a full salon every day of the week and it’s been good for my staff – since we are all working through this together the team is getting stronger. We have to be aware that if customers don’t feel safe then they won’t come in, and we want to get them into the habit of coming into the salon again. Nobody knows how long this will last.

“The new salon environment feels safer than a hospital”

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02/07/2020 14:46

QUICK QUICK GLOW

WITH REDUCED CAPACITY FROM SOCIAL DISTANCING BUT INCREASED DEMAND, YOU NEED EXPRESS SERVICES THAT OPTIMISE YOUR TIME TO ENSURE YOU DELIGHT AS MANY CLIENTS AS POSSIBLE. WHAT’S OUT THERE TO QUICKLY REBUILD YOUR BUSINESS?

Schwarzkopf Professional IGORA Color 10 develops in just 10 minutes – perfect for post-lockdown express services. schwarzkopfpro.com

Personalised to each client, Fusio-Dose from Kérastase immediately transforms hair at the backwash for lasting results. kerastase.co.uk

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Blondes are begging to be brighter, to be rid of brass and to banish any roots – Blondor Mèches from Wella Professionals are your BFF. ie.wellastore.com

Whatever colour correction you’re faced with, you can be confident with Majirel from L’Oréal Professionnel’s 100+ shade portfolio. And don’t forget Smartbond for an instant boost. lorealprofessionnel.co.uk

You’ve got some dark roots to deal with and time’s ticking. You need TIGI Copyright Colour’s True Light White for brilliant lightening power while respecting the hair’s health. tigi.com

Offer a beautiful (and speedy) boost to colour and shine with a glossing of Elumen from Goldwell, for a fast and fabulous tone.

trinitysalonpartners.ie

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02/07/2020 14:47

We know you’re facing a tonne of colour corrections, so ensure you have plenty of Zalon Colour Remover from Hair Tools ready to strip away any box dye remainders. hairtools.co.uk

An in-salon essence mixed with an AUTHENTIC BEAUTY CONCEPT mask will bring clients’ hair back to life while delivering a sensorial experience. authenticbeautyconcept.co.uk

Use The Demi from Paul Mitchell Professional Hair Care for a fiveminute service or process up to 20 minutes on dry or towel-dried hair.

With 46 shades, Color Wear from ALFAPARF Milano is perfect for toning and glossing, giving you a long-lasting result to keep clients’ hair shiny with reduced colour fade. xpertpro.ie

JOICO is helping salons prepare clients with a new consultation guide, which can be used for both virtual and in-salon consultations to make life that little bit easier back in the salon.

Go to joico.eu/covid-19-support to find out more information

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paulmitchell.ie

Part of the revamped ASP INFINITI permanent colour range, b:Red delivers intense vibrant results on natural and coloured hair with no need to prelighten. So that’s time saved right there! asphair.com

LYNDA MAHER LYNDA MAHER HAIR STUDIO We couldn’t wait to welcome back all our amazing and supportive guests to our salon, we’ve missed all the chats, tears and laughter.

To us, it is all about making our guests look and feel fantastic. With a lot of our guests, we have been there through everything, sharing in some of life’s major events, from job interviews, first dates, weddings, births, break-ups and being supportive during the passing of a loved one, so to us it is more than just hair, it’s gaining lifelong friends. We offer a wide range of speedy services. There is a quick 10-minute colour using Schwarzkopf Professional IGORA Color10, which is handy for a quick root touch up, and we also use Fibre Clinix treatments which can be tailor made to each individual’s hair needs. For speedy backwash treatments, IGORA Expert Colour Mousse is always our go to, this refreshes colour and gives the hair a nice glossy finish.

Testing... testing…

Since your clients have been out of the salon for at least three months, they will need a patch test before colour is applied. Kay Brady, national PPS manager for the UK and Ireland for Schwarzkopf Professional, says: “Some clients may have experimented with home dyes so a patch test will be required to ensure that the client can still tolerate their in-salon colour, and an incompatibility test should be performed to ensure that the box colour on their hair won’t react to in-salon colouring products.”

Schwarzkopf Professional suggests hosting a Patch Test Power Hour, either early in the morning or later in the evening, when clients can form a socially distanced queue to receive their patch test either outside the salon or just inside. “The health and protection of customers and employees is paramount.

Any patch test process at this time should be rolled out as safely as possible,” adds Kay.

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02/07/2020 14:47

Treatwell

VIRTUAL REALITY TECHNOLOGY HAS BEEN LIKE ROCKET FUEL, POWERING SALONS TO STAY IN TOUCH AND TO PLAN FOR THE FUTURE. HERE’S HOW THOSE SYSTEMS ARE HELPING POST-LOCKDOWN

From Zoom staff meetings to FaceTime client consultations, technology has powered hairdressing businesses during lockdown. And the industry will use digital tools more than ever, now that it’s been illustrated just how valuable they are.

Salon software brands can also share what the new normal looks like when it comes to booking hair specifically, thanks to data from European countries that have reopened ahead of Ireland. Treatwell shared details of a landscape where more is moving online. Across Europe, there is an increase in online bookings from customers who used to book via phone or walk-in.

Treatwell is now seeing fewer peak-hour bookings, with morning demand (especially 10am) increasing significantly. And because customers are eager to get services, they’re happy to pay more, so there has been a decrease in usage of discounts. And now that you have to spend more on PPE but have reduced capacity, Phorest Salon Software has developed a revenue calculator to help you work out just what you need to regain revenue. It’s one of a wealth of new back-to-work tools from the company, as well as Covid-19 banners for online booking, GDPR-compliant contract tracing and social distancing-friendly check-in notifications.

A cut for Europe

TREATWELL RECEIVED A RECORD NUMBER OF BOOKINGS AS HAIR SALONS AND BARBERS REOPENED ACROSS EUROPE Germany – When news broke in April about reopening on 4 May, bookings increased by more than 2,000 per cent. A men’s cut was the first booking made, five minutes after the announcement.

The Netherlands – bookings were up more than 4,500 per cent the day after reopenings were announced.

France – Treatwell saw a more than 3,100 per cent boost in bookings after the decision hair businesses could reopen from 11 May. The first customer had a 5am haircut and beard trim in a salon that had extended its opening hours to 5am to 8pm.

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Peter Mark

Getting 69 salons back open for business is no mean feat, but the biggest hairdressing group in Ireland has done it.

Every single salon has been updated to be Covid-19 safe at every step of the way. Salon teams receive daily health and safety briefings and regular salon inspections take place to ensure compliance. “We have spent the last number of months creating what we believe are industry-leading operational procedures and we’re confident that clients coming into our salons will feel hugely reassured,” says Peter O’Rourke, chief executive of Peter Mark.

“All members of the Peter Mark team have undergone online and in-salon training to ensure they understand the new procedures.”

Support for this overhaul came from L’Oréal Professionnel, whose online Back to Business guides have been invaluable for salon owners organising their re-openings. David O’Brien, market director of L’Oréal Professional Products Division, said: “We are proud to support our salon partner Peter Mark in getting back to business and reopening safely. Now more than ever, we can see the integral role that hairdressers play.”

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02/07/2020 14:47

The Vanilla Hair Design team Samantha Byrne

SAMANTHA BYRNE VANILLA HAIR DESIGN, TULLOW I think getting my team involved in the planning to re-open was really important. We had several Zoom meetings about it and we were also bouncing ideas off each other on our Vanilla WhatsApp group. I was popping up online education to keep our team motivated and inspired, while also completing hygiene courses online.

We have continued with our eightperson team as we have a large salon. We are also working longer days rather than opening on Sundays, as that suited our team best. Some of them have kids and family matters just as much. Physically, the salon has changed slightly for the team and clients, and we explain to each of our clients on the phone how the salon now works before they arrive for their appointments. We have put Perspex screens at reception, we’re skipping every second station and using a one-way system in our salon. Each stylist has

been allocated their own section, tools and cleaning apparatus so there is no contact with any other stylist.

We take contactless payments and, instead of magazines, we have told our clients to bring their own books. There is a new seating area at reception so our clients have more space, and we have thought of little things like a new coat rack – now the coats are hung separately, rather than on top of each other.

Thankfully, everything has worked out amazingly and it actually feels like we never left. We arrived an hour early to work on the day we opened, and had breakfast and a little chat before the doors opened. Once the key turned it was non-stop, and all our hard work and planning from the previous weeks was worth it. To see the happiness on the faces of our clients and my team is all that matters in the end.

“We explain to each of our clients on the phone how the salon now works”

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02/07/2020 14:55

Are you realising your online potential? From education to software, retail to client communication, it’s time to make all things digital work for you and your business...

When salon doors were shut due to the Covid-19 pandemic, hairdressers were left feeling adrift.

Without their valued clientele and daily salon routine, many were unsure where to turn both professionally and personally. After all, being a hairdresser is more than a job – it’s a way of life. However, for those who had taken the time to invest in their online presence, the transition was smoother. A strong social media profile, neat website and enthusiasm for online education allows tech-savvy hairdressers to communicate their brand, pick up future clients and learn new skills. And although salons have re-opened, the rhythms of daily salon life have changed and the importance of the digital sphere has been laid bare. Get to grips with its many facets, and your salon will flourish.

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CREATIVE HEAD IRELAND

01/07/2020 16:30

YOUR PRESENCE

SALON SOFTWARE

LEARNING ONLINE

EVENTS ON THE WEB

Before deciding to book in and spend money at your salon, potential new clients will want to know that they’re going to the right place. They’ll probably search for the salon name, so you need to make sure that your website and social media pages are looking good and provide all the information clients could need.

Setting up a website is much easier with a salon software company – Treatwell offers professionally designed pages that are slick and straightforward. Make sure the most important information is easy to find as clients will want to know your location, your opening hours and prices along with options for contacting you. You should provide all this information on your Instagram and Facebook pages too.

Ensure that you fill your website and social media pages with beautiful imagery. Pictures of your interiors will let potential clients know the vibe of your salon, and whether it will be a good fit for them, while up-to-date images of your work will show off your technical abilities and knowledge of trends. And once you’ve got the basics, think about what else you can show off. Many salons opt for a ‘team’ page, where clients can get to know who will take care of them, and make a decision based on that team member’s specific strengths or interests. If you feel confident doing some writing, a blog or news section will help customers get to know your salon even better.

Throughout the lockdown, many hairdressers turned to online education to keep on top of their skills while stuck at home. With the surge in popularity of Zoom video conferencing software and the easy-to-use Instagram Live, professionals around the world have been able to share their knowledge with the touch of a button. This flexibility, along with unparalleled access to top hairdressers, meant that online education became a staple part of many hairdressers’ lives.

L’Oréal Professionnel’s online platform, Access, is a suite of education materials available 24/7. Hairdressers can log on from anywhere in the world and access materials for upskilling and business boosting, without needing to travel to an academy.

Schwarzkopf Professional also offers digital learning with its ASK Education platform. With sections dedicated to Business, Consultation, Creativity, Essential Looks and Essential Skills, there is something for every hairdresser and salon owner.

The eEducation portal from Wella Professionals is another way to learn on your own terms. With videos and seminars to work through, you’ll get technical insight from some of the best hairdressers in the business.

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Using salon software can make managing a salon a lot easier, and if you haven’t made the investment yet then you are seriously missing out.

A huge benefit of using salon software is that it keeps working even when you aren’t in the salon. Using Treatwell allows clients to book appointments 24 hours a day, seven days a week, so you can secure bookings even as you sleep. And Treatwell helps to fill up the salon with the option of discounting certain times that were traditionally quieter, so when the post-lockdown tide of clients recedes, you won’t be left with empty seats.

An easy-to-use digital diary means everything is exactly where it should be – keep on top of your stock and get data on how your business is doing easily and quickly.

You can use marketing materials to strengthen your relationship with clients and get word out about new services using email templates. You can also send out email and text reminders automatically, meaning missed appointments are a thing of the past. You can even keep notes on each visitor so you can personalise their service and take it to the next level of luxury.

Treatwell is waiving joining fees until the end of July, so there’s no excuse not to go digital and let Treatwell do a lot of the heavy lifting for you – leaving you free to concentrate on your all-important guests and staff.

Many of the events set to take place over spring and summer have been either cancelled or postponed, for obvious reasons.

However, some are looking to the internet to provide alternatives for hairdressers.

For the first time ever, hopefuls entered the Wella Professionals TrendVision Award through Instagram. All they had to do was upload an image that had been created in the past 12 months and tag it with the relevant hashtags. And, because of social distancing rules, the image didn’t even have to be of a model – mannequin heads were accepted. Photographic judging was done remotely by a range of hairdressing experts.

The next stage of the competition was the Digital UK Regional & Ireland Heats. Photographic winners submitted their original ‘before and after’ looks from their photographic entry, and recorded a short video explaining the technique, inspiration, application and inspiration behind their looks. You can see all the finalists at creativeheadmag.com and follow the next round of the competition.

The Alternative Hair Show has also gone digital this year and will be taking place online on 11 October. The yearly event celebrates avant-garde styling while raising funds for Fighting Leukaemia.

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BARRY KIERAN Signature Hair

“I’ve had to up my game by learning from other barbers and spotting gaps in my current approach”

BARRY’S TOP TIPS FOR SOCIAL MEDIA 1. Separate your personal social pages from your work pages

2. Maintain professionalism to

your public audience Social media has enabled me to create a brand and, most importantly, promote that brand to my target audience. It has allowed me to stay close to my audience, engage with them on Practice talking on camera a regular basis and spot trends in the industry. I see it as a key component in my customer about your work so you become retention strategy. This online presence proved especially important during lockdown, as the comfortable with how you sound huge increase in free time meant people spent more and more hours on social media. on video It has also provided me with inspiration by allowing me to follow influential barbers from all over the world and to witness their journeys. I’ve had to up my game by learning Follow inspirational people in from other barbers and spotting gaps in my current approach. A belief in your own the industry and try to add some individual brand is a must. Without this, hairdressers and barbers risk missing out. of their attributes and approaches to With understanding comes confidence and with hard work comes growth. My your own career social media channels continue to grow month on month as I learn and adapt my content. I find videos are the most powerful way of engaging an audience or drawing attention to a particular area. Forget what Be comfortable engaging with your other people might think. Your audience is out there and they audience and don’t be afraid to express your want to know the real you. inspiration or thoughts behind concepts

3.

4.

5.

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ANDREW DUNNE Mane Hair Salon

“You have to be comfortable in your own skin – trust yourself and people will trust you” Many hairdressers, particularly freelancers, have been training each other online through groups for years and two years ago I set up a group for professionals called the Wella Professionals Global Hair Community. It took off immediately and in just a few weeks we had thousands of members. From an education point of view it’s very progressive, as hairdressers get the chance to talk to some of the best in the world. There’s something very exciting about it – I love the immediacy and the fact that people can ask any question.

Everyone has a voice online. When lockdown happened and all the salons had to shut, I didn’t know what was going to happen to that community. However, I started doing a ‘Sunday Service’ live feed. We’ve had guest experts like Robert Eaton and Jordanna Cobella, but also global superstars from Australia, New Zealand and the United States. I talk, answer questions, even sing songs – it’s all about being authentic online. If you are too rehearsed or seem media trained, it won’t work. You have to be comfortable in your own skin – trust yourself, people will trust you.

I always thought this digital focus would happen, but lockdown has sped it up. There’s a new movement growing as people get their inspiration from Instagram and Pinterest. The Knowledge Economy, where people are interested in people who can pass on knowledge, is always growing online.

TISH CURRY Salon Rouge

“Treatwell saves me time and, as a business owner, I don’t have a lot of time” I realised four years ago that if I didn’t go digital I wouldn’t have a business in four years’ time – I felt I had no other option. I found that Treatwell was affordable for me, it wasn’t daunting and it moved us from pieces of paper to working digitally with ease. The year we made the move, our service sales went up by more than 30 per cent. People were making bookings in the middle of the night, without needing to talk to us. Treatwell also allowed our clients to leave reviews, which meant that our business had to be good. It helped us to nail so many salon issues. Your salon’s Facebook, Instagram and website are all linked together by Treatwell’s widget, so someone can book directly from your social media pages. Treatwell saves me time and, as a business owner, I don’t have a lot of time.

To re-open after lockdown, we planned to be open for 24 hours, opening the salon the minute after midnight! If you can come up with a good idea it can go crazy on social media – we got coverage in The Irish Times and The Irish Sun because the idea went viral. Because of the restrictions of reopening we all have had to cut down on using paper in the salon as much as we can. Each day we come into the salon and take an iPad, which has all our notes and appointments on it, and once we have that we don’t need to touch anything else.

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Take control with confidence.

Work beautifully with Treatwell We love the hair and beauty industry. That’s why we’re here to give you everything you need to bring your business online, without it costing the world — so you can focus on the things you love, too.

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Head to www.treatwell.ie/joinus to learn more.

I thought Treatwell was only a salon listing site that would help me get new clients. But it turned out to be so much more than that. I ended up with a whole software system for running my business.

- Sky, Treatwell Partner

I wasn’t very tech-savvy when I opened my salons but being bookable online has made sure my salons are visible and my team is trusted. It’s helped me grow my business.

- Brent Mossop, Treatwell Partner

Softly, softly The new collection from Aidan Darcy, Distorted, is an array of hazy silhouettes captured in monochrome for a result that is dreamlike in its simplicity

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HAIR Aidan Darcy. MAKE-UP Ashley O’Connor. MODELS Appiok, Bronwyn, Cayla and Jordan at Not Another Agency

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The Bright Forever

PACKED WITH COMMERCIAL, WEARABLE LOOKS THAT CLIENTS WILL CRAVE, THIS NEW COLLECTION FROM BIRMINGHAM’S HAZEL & HAYDN PLAYS WITH COLOUR, TEXTURE AND FINISH TO HELP LIFT THOSE LOCKDOWN BLUES PHOTOGRAPHY BY GARAZI CREATIVE HEAD IRELAND

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HAIR Hazel & Haydn Art Team. MAKE-UP Meg Lindow. STYLING Zoe Kozlik SEE MORE of this shoot online at creativeheadmag.com

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In the zon e tryi ng to get tho se Insta pics!

#TBT to the magica l feeling of winnin g the #LCT STAR Award in 2019!

My look from the L’Oréa l Colour Trophy STAR Award winners shoot in Paris #LCT

In the

Future proofed #blond e – it will never get old

frame Karl Dawson of The Space Hair Soul Beauty (@karl_dawsonhair), is back in the salon and snapping away

When @hilton sophia ca me to visit @thespacehai rsoulbeauty

SHOOT AND SEND Want to give us a snapshot of your world? Tweet us at @creativeheadmag now!

Perfect ing lines – nothing beats a healthy, sharp #cut

Beautifully bronde

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Entry for #LCT 2020 by @carla rosehai r and me

Colouri ng with my mask on! #SafetyF irst

Love my apron, a gift from @danp rohair @lorealeducat ionuki CREATIVE HEAD IRELAND

02/07/2020 11:33

DON’T GET IN A TANGLE

Dear independent stylists, it’s been a tough few months but we’ve got your back with SELF/STYLED It’s our hub for freelance creatives and collaborators, full of business advice, product picks and inspiration – tailored specifically to you creativeheadmag.com/selfstyled SELFSTYLED_sp2.indd 1

01/07/2020 15:19