M E D I A PA C K 2 0 1 7
H A I R, B AR BER I NG & BE AUTY
Facts and figures Salonfocus is the official magazine of the NHF – the largest, most authoritative voice in UK hairdressing, barbering and beauty Carrying your message to over 5,000 salon owners – running more than 14,000 salons – with a combined annual turnover exceeding £2.5bn NHF members are solely responsible for annual purchases of more than £350m across a wide spectrum of products and services Salonfocus combines essential industry news with informative features that provide members with material, resources and solutions to run a successful business Salonfocus helps salon owners make the right decisions for their business by providing insight into the latest trends, tools, services and products
Salonfocus showcases everything the NHF has to offer, not only to its members, but as a leading voice for employers within the hair, barbering and beauty industries. HILARY HALL, CHIEF EXECUTIVE, NHF
SALONFOCUS CONTENT A taste of just some of the topics covered in Salonfocus 24
NHF industry research and members’ survey
DON'T LEAVE HOME
INDUSTRY WHO ARE NHF MEMBERS? SALON OWNERS
HAVE BEEN NHF MEMBERS FOR MORE THAN 20 YEARS
HAVE BEEN MEMBERS FOR LESS THAN FIVE YEARS
AGED BETWEEN 41 AND 60
OWN ONE SALON
HAVE OWNED THEIR BUSINESS FOR MORE THAN 20 YEARS
SALONS CAN BOOST THEIR SUMMER REVENUES BY POSITIONING THEMSELVES AS ‘ONE STOP SHOP’ HOLIDAY ADVICE AND RETAIL DESTINATIONS. SALONFOCUS INVESTIGATES.
assport, tickets… salon. OK, probably only mega-rich jet-setters actually take their stylists on holiday with them. Nevertheless, as clients turn their attention to their summer holidays, there are real opportunities to be had for salons in terms of offering holiday hair and beauty advice and upselling retail.
As Debbie Elderton, owner of Arcana Salons in Milton Keynes, explains: “The summer season means clients are coming through the door for weddings, proms, pre-holiday hair and beauty treatments. May to August is easily as busy as the festive period in our salon.” “Clients are much more inclined to impulse-buy travel sized ‘checkout treats’ like treatment masques and sun sprays. Summer is a huge retail time for us. It’s a great time to get your social media pumped full of ‘#SalonSelfies’ to showcase hair-ups and colour makeovers, and also to advertise packages, linked sales and summer-sun advice,” she adds. “Salons sell some of the best sun, sea and scalp protectors, and often act as the 'one stop shop' when clients are coming in to get their hair done before their holiday. Many clients also need to visit after their holiday to correct the colour and the hair’s condition created by salt water, sun and sand,” agrees Mark Coray, past NHF president and owner of Coray & Co in Cardiff. “When you’re on holiday you’re going to have more photos taken of yourself, so you want to look good. So it is a good idea to advise clients to have their roots done, but it also makes sense for them to buy some product to stop the colour from fading. “Your hair is very much like your skin – the only difference being there’s no nerve ending in it, so it doesn’t hurt when it burns. But when it burns, it lightens, it bleaches, it dries out. So it’s all about moisturising and rehydrating. Then when they come back off holiday and looking very sun-kissed and blonde, clients will need colouring again and conditioning treatments,” he adds.
salonfocus | July/August 2016
Facts and figures
WAXING AND PEDICURES “If the sun comes out, and because I have beauty as well, there will be a massive shift because people will be wearing fewer clothes. So they’ll have waxing and they’ll have pedicures rather than manicures, which would be more normal,” emphasises Ian Egerton, owner of The Stress Exchange in London. As staff – especially if they have school-age children – may be wanting to go off on holiday themselves over this period, it is vital to have your summer staffing rotas agreed and in place early, he also advises. At the same time, if staff are off, recognise that can be an opportunity for other team members, perhaps more junior employees who are still building up their column, says Debbie Elderton. “Coupled with a higher holiday-request period, absent team members means more incomegenerating opportunities for otherwise quieter staff and more overtime available all round,” she points out.
HAVE BEEN IN BUSINESS FOR LESS THAN FIVE YEARS
PRODUCT RANGE Your product range is also important, emphasises Ian Egerton, highlighting, for example, that his product house, Aveda, has recently launched an SPF skincare product to be used on top of the usual daily moisturiser. “In my salon we have an education plan for clients that my team shares based on the products our product house has given us. So there will be the suncare and after-care and then there will be the work we will then need to do colour-wise when they get back from their holidays,” he says. “Coming into summer, people tend to be a lot more
66% own salons that offer services to ladies and men
29% own hair and beauty salons
4% specialise in AfroCaribbean hair services
4% provide just barbering
1% provide just beauty services
56% offer Wi-Fi
17% provide TV/DVDs
38% provide no additional services
80% Percentage of Britons who fail to apply enough sunscreen before going out in the sun
(Other popular additional services are food, alcohol and children’s play areas)
WHAT MEMBERS SAY ABOUT THE NHF:
Percentage of Britons who admit to having been sunburned in the previous year
Sources: TravelSupermarket,com; Foreign & Commonwealth Office; British Association of Dermatologists; Barclays
INDUSTRY TRENDS 34
Set your salon apart: scissor sharpening and maintenance services
The NHF Business Academy
SUCCESS STORY t can be lonely at the top. As a hair or beauty salon or barber shop owner, making and implementing business decisions – making that judgement call – will always come back to you.
RUNNERS PROFESSIONAL SCISSORS ARE PRECISION BITS OF KIT. BUT IF THEY’RE BLUNT OR DAMAGED, YOU’RE LETTING DOWN YOUR CLIENTS AND YOUR STYLISTS. SCISSOR MAINTENANCE IS THE ANSWER. WHAT IS IT? Scissor sharpening or servicing can be anything from someone who comes round to the salon with their kit in a van to a more bespoke arrangement where you regularly send away your scissors to their workshop. Your scissors are dismantled, cleaned, tested for any defects, then sharpened, oiled and balanced and any worn or old parts replaced, tested and then returned to you, good as new. WHY WOULD I WANT TO DO THAT? Blunt or damaged scissors will not cut cleanly and they’re likely to tear or pull at a client’s hair, neither of which is going to lend itself to a good client experience. There’s also the issue that a stylist using a blunt pair of scissors is going to have to work their hands and wrists a lot harder, so putting them at greater risk of musculo-skeletal injuries. CAN’T I JUST REPLACE THEM (THE SCISSORS THAT IS)? If as a salon your “selling point” is hacking away at a client’s head with cheap, almost disposable scissors, carry right on. But good salon scissors are expensive, precision and very visible tools of your trade – clients will notice, especially if they’re suffering through a poor cut – so why not look after them? As a salon you have a legal duty regularly to check and service your electrical kit, so why wouldn’t you extend the same TLC to your scissors? WHAT’S IT ALL GOING TO COST? Man-and-van services can be anything from £15-£20 per pair of scissors. For workshop-based services, a company such as Spencer Scissors charges from £35 a pair. But, it points out, a proper service can take anything from 40 minutes to several hours per pair.
ANYTHING ELSE I SHOULD KNOW? Basic, old style scissors can normally be sharpened by a mobile service relatively easily, because of the lack of internal work. But if you have contoured and curved scissors, such as clamshell or mountain blade scissors, where the internal workings will need servicing, a workshop-based service is more appropriate. Be aware you may need to book well in advance, and don’t forget to package the scissors up well before sending them off.
One of the challenges of being a successful business owner, especially early on, is that it requires very different skills and knowledge to being a successful stylist, barber or beauty therapist. Whether it’s understanding the finances, keeping on top of the marketing or navigating the ins and outs of managing your team, running your own business can be a steep learning curve with a lot at stake at every move. Often there can be a feeling you’re doing all this without a roadmap to guide you or a safety net to catch you if you trip up. No longer. The NHF has launched a new service, The NHF Business Academy, with a very simple aim: to help salon owners – hair, beauty and barber shop – to be even more successful. Drawing on the expertise of a team of hugely experienced trainers and coaches (see panel) all of whom have “been there, done that, got the T-shirt” in terms of making their name within the industry, the academy is a specialised business advice and mentoring service. So, what is The NHF Business Academy offering? There are three different kinds of support: 1. NHF business training for hair salons, beauty salons and barber shops, available to both member and nonmember salons. 2. A free business support helpline offering a 15-minute telephone consultation with a coach, available exclusively to NHF members. 3. In-house coaching, available to both NHF and non-NHF salons, but with guaranteed best rates for NHF members. BUSINESS ACADEMY TRAINING The academy’s business training will work at two levels: access to the NHF’s existing programme of business and training events, but then also the opportunity to bring that training directly into your salon. Check out our Events and nhf.info/events for full details of this autumn’s events around the country. The 2017 programme will be announced in the January/February edition of salonfocus. Events cost £130 for an “early bird” member rate, rising to £170 for a standard member rate and £250 for non-members. However, through the academy, it will now be possible to bring these training courses into your salon at a cost of
BUSINESS ACADEMY SUPPORT HELPLINE The NHF has for many years offered the Legal Lifeline: our popular, free 24/7 employment law/HR helpline, as well as a free commercial advice service covering questions such as payroll, tax, VAT, health and safety and landlord/tenant issues. Through the academy, this is now going to be supplemented by a new business support helpline where you can get one-toone advice from academy experts. This new service will only be available to NHF members. It will be limited to one free 15-minute consultation call per membership per year, and will be able to be accessed through the NHF membership or online.
SALONS, LIKE ALL OF US, ARE BECOMING INCREASINGLY RELIANT ON COMPUTERS. SO WHEN YOU SWITCH ON ONE MORNING TO FIND YOU’VE BEEN LOCKED OUT AND ARE BEING ASKED TO PAY A RANSOM, THE RESULTS CAN BE DEVASTATING.
“ t was Monday morning, and my general manager opened up the computer to find a message on the screen. All our information had been encrypted. And if we wanted it back we had to email a Russian address.”
Kenneth Main recalls the moment back in October last year when his salon world was turned upside down – and you can still hear the pain in his voice. His salon, Ellen Conlin in Glasgow, had fallen victim to “ransomware”, a sophisticated form of computer hacking that, as its name suggests, holds a victim to ransom by denying them access to their computer until they pay up. Ken’s experience was recently featured on The BBC’s The One Show and is a reminder to salons of how important it is to remain vigilant when it comes to protecting themselves from cyber attack. But, as Ken explains, his story is all the more of a warning to salons precisely because he had always been vigilant, for example never opening suspicious emails or clicking on links unless he was 100% sure. “What happened, we think, is one of
our suppliers, a sanitaryware supplier, had been hacked about 10 days’ previously and one of its invoices to us had a virus attached to it. You wouldn’t, of course, open an attachment from an email you didn’t recognise, but I regularly had electronic invoices from them. I’ve now made sure for the past six months that suppliers only send us paper invoices,” he says. “Of course, panic set in because we could not access anything on the computer. A Trojan virus had been unleashed three minutes (at 2.50am) before our regular back-up to the Cloud. The back-up was encrypted too, so we couldn’t simply reinstall everything,” Ken remembers. ENCRYPTED FILES “We contacted our software provider, SalonGenius, who we had been with for 10 years. The hacker wanted $350 to give us the key to the encrypted files. So we said we’d better pay it. SalonGenius said it would take them about three days to debug the system and even then we still had to reinstall the files,” says Ken. “We had no clients coming in because we could not send them their usual text message reminders. So we had three days where we were essentially out of action as a salon.
WHAT IS RANSOMWARE? Ransomware is a form of computer “malware” – often a virus or a malicious computer program such as a “Trojan” – that is installed covertly on a victim’s computer. Once in, it attacks the computer hard-drive, often by encrypting all the data on it so it can’t be accessed or simply by locking down the whole computer. It then displays a message demanding the user pay a ransom to reverse the damage and restore the
salonfocus | Nov/Dec 2016
“SalonGenius then received a second email raising the ransom to €1,000, which had to be paid in ‘Bitcoins’. SalonGenius was able to pay it for us through a third party. But when we got the key, about 80% of the information was still corrupted and unusable. So we had to reinstall the whole system and start to create a new database. “The one positive thing was there had been no security breach around our client data, although the information was still corrupted. That, at least, was something to be thankful about. But one year on we’re still not back to normal; we’re still updating and rebuilding the database. “We had 15 years’ worth of business on there and lost everything – contracts, pictures, job specifications and so on. You still go in looking for a file and find it’s not there. “It’s cost us probably £20,000 in lost income and has just been a very difficult time. We now use irregular back-ups, as that’s safer than backing up at the same time each day, and change the passwords regularly. I also have things backed up to a portable pen drive,” Ken advises. Salons should also be aware that, at the moment, this is not an area covered by the Salonsure insurance policy from the NHF’s preferred broker Coversure Insurance Services. However, product development manager Kevin Stratton told salonfocus there are a number of standalone insurance policies on the market that salons can buy to cover themselves against this eventuality.
Salon software provider SalonGenius, which supported Ken in overcoming his attack, recommends salons stay constantly vigilant to the threat of ransomware and, in particular, make sure you:
et’s all hope we never get to the point where we settle into the chair and wait patiently for the friendly robot stylist to glide over with comb and scissors in its outstretched claw.
• Stay wary of suspicious social media posts
But, as salonfocus discovered when it surveyed more than 100 NHF members, technology, tablets, apps, TVs and free Wi-Fi are becoming ever more commonplace within salons. Salonfocus asked members what they were doing with technology, what “kit” or gizmos they were putting into their salons and what they felt was coming next. The verdict was pretty clear-cut. More than half (52%) were planning to invest in new technology in the coming 12 months. Wi-Fi was the most common technology offered by salons, followed by tablets, in-salon TV screens and DVD players or screens.
• Do not click on links in emails or social media without confirming that they were sent intentionally, no matter who the sender • Do not download mobile apps outside official mobile stores • Use antivirus and antimalware software, and keep it updated • Keep all applications and operating systems up to date
CLIENT EXPERIENCE Technology was also changing the way salons communicate with clients, and vice versa, with nearly 86% reporting contact via text, push messaging, social media and email all increasing. Two thirds also said access to technology was now “very important” to the client experience, with 95% believing this would only become even more so in the future. And why are members doing all this? As one member put it: “The screen will become the ‘silent salesman’ – product and trend information without the sales pitch.” “A wider range of entertainment rather than just reading,” added another. Or, as a third, rather candidly, summed it up: “Make more money, give staff and clients a better experience.”
victim’s files or data although, as was the case with Ken, even if the ransom is paid there’s no guarantee the device will be restored to normal. While initially something most associated with hackers in Russia, ransomware attacks and scams are now a global phenomenon. Earlier this year, the security firm Trend Micro reported it had found more ransomware-related infections just in the month of February than in the whole first six months of last year.
TECHNOLOGY Nov/Dec 2016 | salonfocus
salonfocus | May/June 2015
At Richard Ward, bridal packages are focused on making the bride feel like an individual – it’s a totally bespoke service customised to the bride and her bridal party. The key is to establish a “bridal wish list” that works within the individual’s budget – it’s important for the salon to manage expectations by getting an idea of budget to see what you can realistically offer your bride. Every bride has a preconceived idea of “the big day”, but
Nov/Dec 2016 | salonfocus
TECHNOLOGY SPECIAL: WHAT MEMBERS ARE DOING
OTHER THAN JUST PHONING UP OR PHYSICALLY COMING INTO THE SALON, HOW CAN CLIENTS COMMUNICATE WITH THE SALON AND HOW DO YOU COMMUNICATE WITH CLIENTS?
March/April 2016 | salonfocus
DAN IS CO-FOUNDER OF SAPPSUMA, THE COMPANY BEHIND THE NHF’S APP
Two years ago apps were only just beginning to enter the salon industry. The challenge was to make them affordable for smaller businesses while still including features useful for clients. The early salon apps were predominantly booking apps, allowing customers to request appointments easily from their phones. Most can still do this, but they’ve evolved massively. More and more salons are now using the in-app loyalty programmes, offering coupons or deals or money off retail products to reward loyal clients. Another innovation is scheduled “push” messaging, essentially free promotional messages you can set up to go out at a specific time, perhaps ahead of Easter or Mother’s Day. Salons are increasingly using push messages for general hair hints and tips. Another great way to use the app is for customer referrals. So you offer rewards to clients for, say, promoting the app on Facebook, Twitter or another social media feed. ‘ONE TOUCH’ CALLING Many clients like “one touch” calling using an app – in other words the convenience of being able just to click “call” from within the app rather than having to search for the salon number. The key, as with any app, is to keep it interesting, so remember to update offers, vouchers or content. When updating it can be a good idea to send out push messages about the update. You probably want to be sending at least a couple of push messages a month. This will not be so many as to be obtrusive or annoying but will keep your salon in people's minds.
IMPORTANT BASIC STUFF
THE NHF'S APP The NHF app is available for a £70 plus VAT set-up fee, including full design, after which it is £30 a month plus VAT. For more details go to nhf.info and look up “NHF apps” under “Membership packages”.
May/June 2015 | salonfocus
Britain’s Best wouldn’t happen without the proud backing, and commitment, of its sponsors. So a very big thank you to our 2016 Britain’s Best sponsors.
53% Number of salons in the South West now offering male grooming treatments for men. This compared to 38% in the North West Source: Beautiful Britain, 2016
May/June 2016 | salonfocus
ow do you price your services? It should be a straightforward enough question but there is a growing debate, both inside and outside the industry, as to whether the traditional salon pricing structure of one set of prices for women and another for men is, in the modern age, still “fit for purpose”.
WET CUT AND STYLING
DRY CUT OR TRIM
COLOUR ROOTS TOUCH-UP
FULL HEAD OF COLOUR
The BBC, no less, back in April highlighted how some salons are moving towards offering “gender neutral” pricing structures, speaking to Klara Vanova, the owner of Barbarette barber shop in Hackney, north London, who charges purely based on time and style. But is she right? Are salons that have different pricing structures for male and female clients being discriminatory, even if unintentionally, or is it just a realistic reflection of the time and cost of a female versus a male client? Is there an element of expectation too, with male clients perhaps less willing to accept the sort of prices their female counterparts often take for granted? To gauge how NHF salons felt about this issue, we surveyed nearly 200 members during March. And the results were striking. Nearly 84% of members who responded said they had distinct prices for men and women. Just 7% were strictly gender neutral, in that there was no gender difference in the cost of services.
TELL US WHAT YOU THINK What do you think? Join us on social media. And turn over to find out how three NHF salons make being gender neutral work for them.
However, a further 14% were gender neutral for “most” of their services and 40% had at least some services where the price was the same for men or women. GENDER NEUTRAL PRICE LIST Nearly 85% said the idea of switching to a gender neutral price list was not something they had even thought about. Wet cut and styling was the most likely to be priced differently for men and women, with just 20% of members saying they were gender neutral for this service, followed by a dry cut or trim (23%). Colour roots touch-up (68%) was the most common service not to have a gender bias in terms of pricing, followed by full head of colour (64%) and highlights (56%). Asked why salons felt it was OK to have a disparity between men and women, members were adamant it wasn’t because of any desire to overcharge women or under-charge men, it was purely a time/cost calculation. As one member put it: “Given that a long hair ladies cut and restyle with thick hair can take up to one-and-a-half hours and a deluxe blow dry 45 minutes, we think it is fair there should be a difference in gents to ladies because of the difference in time spent.” Nevertheless, the fact nearly a fifth (18%) of salons reported clients “occasionally” querying why services were priced differently for men or women appears to indicate that, in an age where gender equality is rightly considered the norm, this is an issue that, at least sometimes, is jarring with some clients.
salonfocus | July/August 2016
July/August 2016 | salonfocus
THE NHF’S AUTUMN BUSINESS EVENTS PROGRAMME IS NOW OPEN. HERE’S WHAT YOU CAN LOOK FORWARD TO OVER THE COMING MONTHS.
What: Britain’s Best 2016 Where: British Motor Museum, Gaydon, Warwickshire When: 13 November, 2016 Doors open: 9am. But make sure your model is ready to take to the floor one hour before your competition is due to start. Where to find out more: britainsbest.me
5.2 weeks Average gap between visits by men to their salon for tanning treatments, compared with 8.8 weeks in 2014
WHICH SERVICES ARE PRICED THE SAME?
ENTRIES ARE NOW OPEN FOR THIS YEAR’S BRITAIN’S BEST. WANT TO BE UP THERE WITH THE BRIGHTEST TALENT BRITAIN HAS TO OFFER? HERE’S WHAT YOU NEED TO KNOW.
To be considered for Ladies’ Champion 2016 you must enter both the Blow-dry – Consumer Fashion Style (open to all) and Female Fashion Look – On Trend (open to all) categories. To be considered for Men’s Champion 2016 you must enter both the Blow-dry – Consumer Fashion Style (open to all) and Male Fashion Look – On Trend (open to all) categories. Spectators will also be very welcome – we want to hear you cheering on your team and favourites! Entry on the door for all spectators will be £10. To enter, simply go online to britainsbest.me. Here you will also be able to find full competition rules and terms and conditions as well as a timetable for the day.
2.9 weeks Average gap between visits by men to their salon for shaving treatments, compared with 7.2 weeks in 2014
JUST 7% OF NHF SALONS SAY THEY ARE TOTALLY ‘GENDER NEUTRAL’ IN THEIR PRICING. SO IS THE INDUSTRY OUT OF STEP WITH THE MODERN WORLD, OR IS THIS JUST A REFLECTION OF WHAT SERVICES FOR MEN AND WOMEN ACTUALLY COST?
THE BEST • Blow-dry – Consumer Fashion Style (students and trainees). Entry price: £15. • Blow-dry – Consumer Fashion Style (open to all). Entry price: £20. • Male Fashion Look – On Trend (students and trainees). Entry price: £15. • Male Fashion Look – On Trend (open to all). Entry price: £20. • Hair-Up – Glamorous Night on the Town (students/trainees). Entry price: £15. • Hair-Up – Glamorous Night on the Town (open to all). Entry price: £20. • Fantasy Total Look (open to all). Entry price: £20. • Female Fashion Look – On Trend (open to all). Entry price: £20. • Bridal Make-up (open to all). Entry price: £10. • The Bride – Conventional or Non-Conventional (open to all). Entry price: £20. • Colour of the Day (open to all). Entry price: £10.
FIND OUT MORE Robert Rix’s shaving demonstrations take place on 16 May in Guildford and 27 June in Wakefield. For more details on these, and all NHF events, turn to Events on page 44 or go to nhf.info/events
Britain’s Best 2016
nd they’re off. The NHF’s flagship national competition, Britain’s Best, is now open for business. Here are this year’s 11 categories:
BEARD SCULPTING “Beards and shaving go hand in hand from a business perspective. We sell beard sculpting and outlining to our bearded clients, and sometimes it can be more valuable than a wet shave. “At the workshops I’ll demonstrate not only English shaving but Japanese too, using Japanese razors, which are completely different. The workshop will also show how to use, maintain and strop razors, all of which are nowadays something of a forgotten art. “If you are going to offer shaving you need to do it well, and if you can do it well it can make a real difference to your salon,” Robert recommends.
Facts and figures
Increase in shaving treatments reported by salons 2015
HOW TO BE
SALON APPS – INCLUDING THE NHF’S – HAVE REALLY TAKEN OFF IN THE PAST TWO YEARS, SAYS DAN STRUTT.
• Know your back-up procedure and always back data up to a pen (or portable) drive as a minimum measure to protect their data
GAVIN HOARE IS SALON MANAGER AT RICHARD WARD HAIR & METROSPA IN LONDON
'WE MUST BE THE EXPERTS’
SET BOUNDARIES The bride may go for some or all of your suggestions but, for many, these services will be on the essential pre-wedding request list. Further to this, consider whether a pre-wedding hair trial is necessary for the whole party – bridesmaids, mothers, mothers-in-law, the list goes on! It’s obviously essential for all brides. A successful bridal party needs to be well managed, with boundaries set and a clear running order established for pre-wedding preparation. Remember to take into account time for any pre-wedding photo opportunities, as well as travel time to the venue and so on. The perfect salon experience should cater for all of this, so the bride doesn’t have to worry. We find the best way to promote packages is simply by your team acting like the experts they are. Each member of the team needs to be fully aware of the role they play, whether it’s offering hair or make-up advice, working out costings to suit a bridal budget or simply reassuring the bride that your team will make this part of her day run without a hitch. Always be ready to meet the bridal party's needs, any services for the groom, best men and maids; match the bride’s pace and expectations. The reputation of your professional, well-executed bridal package will follow!
“The service we offer is very, very efficient, very structured and systemised. We operate in a very precise and well-practised way, to a tried-and-test, almost formulaic pattern. There is, in many ways, very little creativity to it; it is pure technique, skill and practice, practice, practice. “The person who is doing the shaving will probably spend perhaps 12 minutes with the client. The rest of the time is the prepping, lathering, moisturising and talc, which can often be done by an apprentice,” Robert adds.
Gender neutral pricing
it’s our job is make her aware of the preparation she needs to do in the lead up to it. Suggest to her the preparation you believe she will need but may have not thought of. For example, cut, colour, body exfoliation, facials, eyebrow shaping and tinting, eyelash tinting, manicures, pedicures or waxing.
365hair.com has been helping salon owners to run successful and profitable salons since 1982. As an exsalon owner and hairdresser with more than 30 years’ experience, Ken has worked with salons of all sizes, from single owners to some of the largest groups.
TECHNOLOGY SPECIAL: WHAT MEMBERS ARE DOING
TECHNOLOGY IS PROFOUNDLY CHANGING HOW SALONS COMMUNICATE AND INTERACT WITH CLIENTS. WE SURVEYED MEMBERS TO FIND OUT MORE.
salonfocus | May/June 2016
DOES YOUR PRICE LIST SHOW PRICES FOR LADIES AND PRICES FOR MEN?
EACH MEMBER OF THE TEAM NEEDS TO BE FULLY AWARE OF THE ROLE THEY PLAY, WHETHER IT’S OFFERING ADVICE, WORKING OUT COSTINGS OR SIMPLY REASSURING THE BRIDE
A BETTER EXPERIENCE
Ken West, director of 365hair. com, Buckinghamshire
ale grooming, especially shaving and beard maintenance, continue to be big business for many salons and barber shops. In fact, this year’s Beautiful Britain survey from wholesaler Salon Services has reported a 52% increase in male grooming and a 59% increase in shaving treatments.
Ryan is a hair and beauty salon consultant with a 15-year track record in the industry. He delivers NHF events including, ‘Salon marketing – how to attract new clients and keep regulars coming back for more’ and ‘Salon start up – what you need to make it happen’.
The cost of this service is as follows: £550 plus VAT for the half-day initial visit (plus travel expenses and accommodation if needed); £225 plus VAT for three months telephone and email support; a further £550 plus VAT plus expenses for the follow-up visit.
BRIDAL PACKAGES CAN BE A LUCRATIVE PART OF A SALON’S INCOME. BUT TO DO THEM WELL TAKES PLANNING, TEAM-WORK AND DEDICATION, AS MEMBERS TELL SALONFOCUS.
Ryan Fox, Umbrella Training & Consultancy, London
The package for this includes: • An initial professional review and half-day visit to your salon or barber shop, covering areas such as marketing, the client journey, wages and pricing, and where your “points of pain” are • A follow-up report on the findings and the development of an action plan • Three months of ongoing telephone or email support, up to an hour per month • A follow-up half day visit to review progress and agree further action
HOW TO PROTECT YOURSELF
Bridal and wedding packages
With more than 30 years in the industry, Penny is a highly qualified business coach, lecturer and presenter. She regularly delivers NHF business events, including ‘How to get your team motivated to boost your takings’ and ‘How to boost a flagging column, make more money and create happier clients’.
HELD TO RANSOM
Bridal and wedding packages
Penny Etheridge, Radiant Hair Consultancy, London
BUSINESS ACADEMY IN-HOUSE COACHING If you’ve been on one of the NHF’s training days, you’ll have probably came away with loads of ideas. But, once you’re back in the day-to-day of the salon, it can be hard to make them actually happen. That’s where the academy’s in-house coaching service can make a difference. This service will allow you to call in one of the academy’s coaches to help you cut through the confusion and work out what’s going to work best for you and your team.
CLAIRE SHARMA: LEEDS SALON OWNER WAS IN BUDGET SPOTLIGHT
Both successful salon owners, Chris and Richard have been delivering many of the NHF’s popular business events, including ‘How to make your salon more profitable’ and ‘How to deliver a consistently great client experience’.
£1,000 plus VAT, plus travel expenses. Please note, you will also be responsible for providing a suitable training environment for the courses and refreshments for the day.
Protecting your business: ransomware
OFFERING SHAVING SERVICES AND BEARD MAINTENANCE CAN BRING IN VALUABLE EXTRA REVENUE TO YOUR SALON. TWO UPCOMING WORKSHOPS WILL SHOW YOU HOW TO TAP INTO THIS FAST-GROWING MARKET.
The NHF has been helping salons tap into this trend and growth market by this year running a series of barbering and shaving workshops for both members and non-members. Over the page, salonfocus talks to NHF members who went to February’s barbering workshop run by Cardiff barber James Beattie, directing barber of Beattie’s Barbers & Co. But, first, we spoke to senior master craftsman Robert Rix, co-owner of The Master Barber’s Shop in Southport with his son Dan. The expert duo will be running two shaving demonstrations this month and in June, about why offering shaving services can be a real money-spinner for your salon. “Shaving is one of the cornerstones of our business. We do more than 100 shaves a week in the salon, bringing in around £1,500. I started shaving clients at the age of 14 and so have been shaving for more than 54 years, and you never stop learning,” explains Robert.
Chris Amos (top) and Richard Wallace, Winning Ways, Bromsgrove
IMPROVING YOUR SALON
Protecting your business: ransomware
LEEDS SALON MAKES THE NEWS An NHF member and Leeds salon owner also found herself in the media spotlight after Mr Osborne argued his changes would benefit a “typical hairdresser’s in Leeds”. The national media immediately turned to the NHF to find an example of such a “typical” hairdresser, with the result being that Claire Sharma, who has run Quiff Salon in Headingley in the city for the past five years, was featured in The Daily Telegraph’s Budget coverage the next day. With a rateable value of £7,200, the chancellor’s decision is set directly to benefit Claire’s business. Claire told salonfocus: “It’s great news. Business is going well, but it is still a struggle at times. A lot of prices are going up at the moment, everything just seems to be going up, so anything like this is going to help. “Small Business Rate Relief is currently saving me around £70 a month, so hopefully I will be able to invest this extra money back into the salon, as there are quite a lot of things that need work on. But it will just help generally.” Claire also invited Mr Osborne to come to Leeds to visit her salon. “We’ve not seen him up here and so he should come and visit – we’d definitely give him a good haircut!”
• The government is “to look at” the feasibility of requiring maths to be studied in schools or colleges up to the age of 18. A review has been commissioned into how this might work, and is expected to report later this year. • Corporation tax will reduce to 19% in 2017, 18% in 2020 and after that come down to 17%. • Class 2 National Insurance Contributions will be abolished for people who are selfemployed from 2018. • More frequent business rate revaluations are to be introduced, probably at least every three years. A discussion paper has been published looking at various options.
MEET YOUR NEW NHF COACHES
salonfocus | Nov/Dec 2016
Unfortunately, wholesale, radical reform of that nature was never on the cards in chancellor of the exchequer George Osborne’s latest Budget in March. However, there was welcome news in the form of an extension of 100% Small Business Rate Relief and, more importantly, the announcement this extension will from now on be a permanent benefit for the UK’s smallest businesses. In detail, Mr Osborne pledged that, from April next year, the threshold at which 100% relief comes into play will double, from £6,000 to £12,000. In other words, any business operating in a property with a rateable value of £12,000 or lower will not have to pay any business rates. The threshold below which bigger properties can benefit from tapered relief will also increase, to £15,000 (see panel). As Mr Osborne put it: “From April next year, 600,000 small businesses will pay no business rates at all. That’s an annual saving for them of up to nearly £6,000 – forever.” NHF president Paul Curry warmly
welcomed the announcement. “The NHF has long been calling for Small Business Rate Relief to be made permanent in this way, and so this is excellent news for salons and the high street in general.”
salonfocus | May/June 2016
The NHF Business Academy
HOW TO CONTACT THE ACADEMY To book an academy package, contact the NHF membership team on 01234 831965 or check out nhf.info/memberbenefits/business-academy for more details. The NHF is also keen to bring more coaches on to the team and if you are interested, email firstname.lastname@example.org
he NHF has long argued the UK’s system of business rates, essentially an extra tax on businesses (such as hair salons) that have no choice but to operate from physical properties, is outdated and unfair and needs to be replaced with something completely different, perhaps a tax on turnover.
salonfocus | Jan/Feb 2016
THE NHF IS LAUNCHING A NEW NHF BUSINESS ACADEMY TO HELP YOUR BUSINESS BE EVEN MORE SUCCESSFUL. HERE’S HOW IT WILL WORK.
12 million Number of Britons who visit Spain every year
BUSINESS RATES REFORM WAS AT THE HEART OF CHANCELLOR OF THE EXCHEQUER GEORGE OSBORNE’S BUDGET IN MARCH. SALONFOCUS CRUNCHES THE NUMBERS.
Currently a business can get 100% Small Business Rate Relief – or not have to pay any business rates at all – if it only uses one property, and that property’s rateable value is less than £6,000. This is due to double from April 2017 to £12,000 and be made a permanent relief. Currently, businesses with a rateable value of between £6,001 and £12,000 also receive tapered relief, in other words the relief gradually decreases from 100% to the business paying full rates. From April 2017 this tapered relief will now cover properties with a rateable value of £12,001 to £15,000. A further change in the Budget was to the so-called “business multipliers” that help calculate rates bills. Currently, if your property has a rateable value of below £18,000 (or £25,500 in Greater London), it is classed by the government as a small business. Therefore, even if you don’t qualify for Small Business Rate Relief, your rates are calculated using a “small business multiplier”. This decides how many pence of business rates you should pay for each pound of rateable value. Being on the small business multiplier means you pay lower rates than on the standard multiplier. From next April, the threshold for being on the small business multiplier will increase to £51,000. This will take some 250,000 smaller properties out of the higher standard rate.
Shaving and barbering
OTHER BUDGET ANNOUNCEMENTS
HOW SMALL BUSINESS RATE RELIEF WORKS
OWN THREE SALONS
SERVICES THAT NHF MEMBERS OFFER?
The top holiday destination for Britons last year
Your Federation RATES
OWN TWO SALONS
The Budget and rates reform
PHOTOGRAPHY: LORNE CAMPBELL/GUZELIAN
Summer hair and beauty
‘I FEEL MORE CONFIDENT AND IN CONTROL’ Ruben Rodriguez, stylist at Ross Charles Hairdressing in York, won in the Blow Dry Consumer Fashion Style (open to all) category at Britain’s Best last year. Why did I decide to enter Britain’s Best? Why not?! It was a new experience for me. I am from Spain and had not had this sort of opportunity before, so I just thought, why not try? I remember the organisers calling my name so well; I was very nervous but also excited. When they announced I’d won, I called my mum! I felt it was a great achievement as, after only ten months in the UK, I had won in Britain’s Best. Personally, I now feel more confident and in control. Careerwise, it has definitely enhanced my CV. It’s has given me a unique position in the salon, but the salon has also benefited as we have been able to market the success of winning the award. I will be planning to enter again this year – I love the atmosphere!
CLICK AND COLLECT Don’t forget, the winners of this year’s prestigious Photographic Stylist of the Year will also be announced at Britain’s Best on 13 November. This year’s competition has four categories: • Male and Female Fashion Look (students and trainees) – judged on a single image • Male and Female Fashion Look (open to all) – judged on a single image • Male and Female Fashion Collection (open to all) – judged on a collection of four images • Male and Female AfroCaribbean Look (open to all) – judged on a collection of four images The deadline for entries is Friday 18 September, so don’t delay! Again, go to nhf.info, under “Events” and then “Competitions”, to find out full details and a range of hints, tips and advice.
HOW TO DO EFFECTIVE SALON MARKETING TO ATTRACT NEW CLIENTS AND KEEP REGULARS COMING BACK
Presented by Ryan Fox, hair and beauty salon consultant
Would you like to attract and keep more clients? Would you like to know how to reach clients with your marketing to increase loyalty and spend? Building a successful salon brand starts and ends with marketing – but it’s the “touchy-feely” bit in the middle that’s the secret to making it happen. This seminar will show you the practical steps you can take to achieve marketing success, why your team needs to take more responsibility for it and how to come up with a plan you can implement in your salon, whatever stage your business is at. • Ryan is a hair and beauty salon consultant who specialises in improving salon performance through training and innovation. He has more than 15 years’ industry experience, including six years as Wella’s business education consultant.
ith the summer holidays fast fading into the distance, the NHF’s autumn and winter programme of full-day, half-day and evening business events, workshops, demonstrations and seminars is now up and running.
The great news is that, while some of the most popular events are returning, there will also be new and exciting events for salon owners or team members to get their teeth into. See right and turn over to page 36 to get a full run-down of what’s happening where. Full details and prices can also be found online at nhf.info/events. As a rule of thumb, full-day events run from 10am-4.30pm, short or half-day events run from either 9.30am or 10am to 1pm and evening workshops and demonstrations run from 7pm-9pm. So, what’s new for the second half of the year? Here, below and right, is what to look out for.
GETTING THE BEST FROM YOUR SCISSORS
Presented by Spencer Dudman, of Spencer Scissors
Scissor education is vital for all who work with hair: knowing what to look out for and how to maintain scissors can save a fortune. Good scissor practice and maintenance can prevent or lessen musculo-skeletal injuries, such as RSI, and free your creativity. Topics will include understanding the differences made by blade angles and metal types and how they enhance your creativity; how different handles, grip and posture can help lessen/prevent the effects of RSI; and the whys and hows of daily maintenance to keep your scissors sharper for longer. • Spencer’s passion and knowledge spans more than 22 years and he is one of the UK’s few “master bladesmiths”. Expect a highly informative, interactive and fun workshops.
salonfocus | Sept/Oct 2016
HOW TO BOOST A FLAGGING COLUMN, MAKE MORE MONEY AND CREATE HAPPIER CLIENTS
Presented by Penny Etheridge, of Radiant Hair Consultancy
This hands-on session will give salon owners and managers the tools help their teams find daily opportunities for boosting their columns and increasing revenue. Topics will include how to unlock the secrets of how team members can confidently plan and prepare for optimising the client experience and increasing salon appointments. • Penny is a highly qualified business coach, lecturer and presenter for the hair and beauty industry. With more than 30 years in the business, she also has long-standing first-hand experience of owning salons.
Presented by Ryan Fox, hair and beauty salon consultant
SALON START-UP – WHAT YOU NEED TO MAKE IT HAPPEN
Are you thinking of starting your own salon or in the process of setting one up? You’ll be much more successful, more quickly and have less stress if you do everything right from the start. This seminar will guide you through the steps to bring your ideas to reality. Topics covered will include ensuring you have a viable initial concept, creating a salon business plan, working out your finances, finding a location and suppliers, staffing, management, marketing and tools and technology that can help.
EMERG 12 Sept 12 Sept 19 Sept 19 Sept 03 Oct 03 Oct 10 Oct 17 Octo 17 Octo 31 Octo 07 Nov
HOW 19 Sept 10 Oct
HOW EXPER 26 Sep 07 Nov
HOW BOOST 03 Oct
SALON MAKE 03 Oct
HOW MARK AND K 07 Nov
HOW 21 Nov
BARBE 19 Sept 26 Sep 07 Nov 14 Nov
‘RED CARPET’ MAKE-UP WORKSHOP
Presented by Louise Seymour, freelance make-up artist
This event will be suitable for complete beginners, both hairstylists looking to diversify their skills and inexperienced make-up artists wanting to gain more knowledge. It is a follow-on from the NHF’s previous Bridal Make Up workshop, but will still be suitable for those who didn’t attend that. Topics will include tips on creating the perfect look for “red carpet” events, including brush/applicator choice, beautiful blended colours, correcting shapes and creating contours, creating “strong powerful” eyes and lips, plus tips on cleaning and sterilising professional equipment. Attendees will either work on each other or will need to bring a model if they are unable to have make-up applied • Louise is a freelance make-up artist who has experience with catwalk, editorial, commercial and television projects, in addition to running her own successful bridal-specialist hair and make-up artistry business.
DOS A 26 Sep 14 Nov
ARE Y AUTO 03 Oct 10 Oct 21 Nov
INTRO SALON 10 Oct
CRUCI 24 Oct
INSIGH 07 Nov
GETTIN 07 Nov
Salonfocus is brimming with content relevant to the hairdressing, barbering and beauty sector, in each and every issue. Alongside our bi-monthly themes (see below) we also include a variety of independent features which can be enquired about by contacting Andy on 01536 527297 or at email@example.com.
Adding extra services Maximising technology Stand-out furniture and equipment Internet security and Wi-Fi Styling your staff and your salon Getting retail right
Tech Specs We accept files in the following formats: • Press Quality (high resolution) CMYK composite PDF with all fonts embedded. These should ideally be saved as PDF/X-1a. (For assistance in creating PDF/X-1a refer to www.pass4press.com) • Illustrator CS1, CS2, CS3 & CS4 AI/EPS with fonts converted to outlines • Indesign CS1, CS2, CS3 & CS4 with all links and fonts supplied • Any images used must be saved at a minimum of 300dpi at 100% scale. Line art saved at a minimum of 1200dpi • Colour=CMYK/Bitmap/ Greyscale. Acceptable image formats = psd, jpg, tif • Text to be supplied in MS Word format. Images should NOT be supplied within the word doc • Files can be sent on CD or DVD disk. Files under 10 Mb in size may be emailed by arrangement • Please phone for information regarding transfers via ftp
Salonfocus offers advertising opportunities no matter what your marketing requirements. Don’t miss your opportunity to advertise in every salon owners must-have magazine. Get in touch with Andy on 01536 527297 or firstname.lastname@example.org. FULL COLOUR
Ouside Back Cover Inside Front Cover Inside Back Cover
Type area: 183mm x 260mm Full bleed: 216mm x 303mm Trim: 210mm x 297mm
£1495.00 £1395.00 £1295.00
Horizontal: 183mm x 128mm Vertical: 89mm x 260mm
89mm x 128mm
Inserts (up to 10gsm) Rate per 1000 – for prices on weights above 10gsm please contact Andy at email@example.com
£95.00 per 1000
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Rates above exclude VAT, which will be charged at the rate in force.
Rate of £150.00 per month
THE ESSENTIAL MAGAZINE FOR SALON OWNERS
WHO TO CONTACT
Make sure you don’t miss the opportunity to get your brand seen by key decision makers in the hair, barbering and beauty sector. Get in contact with our media sales team to secure your position in this year’s line-up of Salonfocus. ANDY ETHERTON SALES DIRECTOR t: 01536 527297 e: firstname.lastname@example.org TINA BEAUMONT AFFILIATE ENQUIRIES t: 01234 834383 e: email@example.com
For digital back copies of Salonfocus magazine or to find out more visit nhf.info/salonfocus
Salonfocus is the NHF’s award winning magazine, showcasing everything the NHF has to offer, not only to its members, but as a leading voice...
Published on Dec 12, 2016
Salonfocus is the NHF’s award winning magazine, showcasing everything the NHF has to offer, not only to its members, but as a leading voice...