What made you decide to create an iPhone app? Christiano Lanza: I have been in the hairdressing industry since 1994 and currently run my own education company. Once a year my team and I create a step-by-step photo shoot of modern and salon friendly hair techniques, including the areas of both cutting and colouring. As my teaching is exported internationally, I use visual aid during my demonstrations and workshops. With this in mind, I began to think of further ways for participants to interact with the curriculums and existing imagery. I thought about how creative industries such as hairdressing attract visually-minded people who also like to touch and feel. I understand that technology has a big say in the future of education in our craft, and I predict a lot of creative industries will follow this same pattern by using Apple products as a creative tool [to] share knowledge. How are you advertising your applications? Lanza: I have currently been enjoying my main success on social networking sites in addition to directly recommending the app in my courses and seminars and shows. The links to the app store and reviews have increased my content for advertising on social media. I currently have links set up with Twitter, Facebook, Blogger, LinkedIn, VK, most of which can be found on my website. I also use YouTube and currently have around a 1,000 hits. My main target is Twitter and our aim is to reach 5,000 followers over the next 10-12 weeks. How do you think the apps will increase your brand awareness? Lanza: Apple is currently the largest and fastest growing company in the world. Its marketing strategy is clear and simple, and their products are easy to use. I understand their brand awareness, and more importantly, it works in synergy with my company’s philosophy of design and functionality.
What research did you do to make the app compatible with your business? Lanza: My experiences in the industry have led me to opportunities to be a part of the elite Vidal Sassoon creative team. During my time as a director in London’s advanced academy, I quickly understood that videoing step-by-step haircuts and colours require a large team and big investments. I also researched how hairdressers were using DVD techniques. Each DVD is around £60 and appears to be collectible items to the devoted client. I also asked clients how often they watched their DVDs, which was surprisingly not very often, and in many cases they are only viewed once. iPhones are incredibly practical, however, they do have one negative aspect! They hold less memory. The decision to create step-by-step images, as opposed to video, resulted in minimal storage with maximum information. It is mobile and accessible to iPhone users worldwide at the touch of a button; it is affordable and environmentally friendly compared to printing. Do you plan to upgrade or change your application in the future? Can you even do that? Lanza: It is possible to upgrade the iPhone at any point. My companies plan is to build an archive of individual curriculums to help expand the awareness and credibility in the hairdressing industry. How do you think the concept of your iPhone application can benefit other industries? Lanza: I believe creativity and creative minded people can benefit from the success of smart phone applications, in addition to the endless opportunities to share these ideas around the world. It’s incredibly visual and as the world becomes more complex, we appreciate simplicity more and more. Sharing ideas also attracts buyers in the industry and as a result they can preview methods and inspirations in the making.