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TH E ES SENTIAL MAGA ZI N E FO R SALO N OWN ERS

salonfocus What to expect when they’re expecting

SPRING 2019

The challenges of an employee having a baby P21: SUMMER SALONS The heat is on to get it right, so we give you our top seasonal tips

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P24: BRANDING How do you pick the right name for your business?

P28: NO-SHOWS Clients cancelling? Cut this common problem down to size

P42: ON TREND Fashionable or faux pas? The return of heartthrob hair

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S PR I N G 201 9

contents

THE CUT 5

38

Hello and welcome It's all change – NHF/NBF president Agnes Leonard introduces your new-look magazine, and wants to know what you think

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The 13 things you need to know this issue

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From hair-free men to pension pressures and bracing for Brexit

21 The heat is on

THE BUSINESS 16 Maternity

COV STORER Y

The birth of a baby is supposed to be happy news, but for salon and barbershop owners, it can feel anything but

Summer is coming, so sort your salon for that queue of sun worshippers

24 Branding Picking the right name for your business takes time but is worth the effort

26 Crime Toughen up your security measures and stop your salon being a soft target

28 Cancellations Say no to no-shows and boost your profits at the same time

THE INSPIRATION 40 Mood board Is it Instagrammable? The funkiest, fanciest and freshest styles around

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42 What's trending New products and the latest market patterns

44 How to... do a photo shoot Snap up success with top-class images for your business

46 NHF/NBF round-up 32 The edge Be creative, take risks, go the extra mile – and leave your competitors in the dust

34 Male grooming We've got eyes on the guys, and profits on the men-u

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Key news and messages

48 Events Glitz and glamour in 2019 – three major events to attend or compete in

THE END

38 HR Top tips for personnel problems when you don't have in-house support

50 24 hours with... NHF/NBF chief executive Hilary Hall

SALONFOCUS | SPRING 2019

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HELLO A ND W ELCOME T HE CU T

The magazine of the National Hairdressers’ Federation and the National Beauty Federation

NHF/NBF PRESIDENT

AGNES LEONARD

THE NHF/NBF One Abbey Court Fraser Road Priory Business Park Bedford MK44 3WH 01234 831965 nhf.info sfenquiries@salonfocus.co.uk

CHIEF EXECUTIVE Hilary Hall

DIRECTOR OF MARKETING Victoria Priestley

SENIOR PR LEAD Kelly Mooney kelly.mooney@nhf.info 01234 831965

EDITORIAL Editor Emma Godfrey emma@salonfocusmagazine.co.uk 020 7324 2751 Content sub-editor James Hundleby james@salonfocusmagazine.co.uk

DESIGN Lead designer Carrie Bremner Picture researcher Charlie Hedges

ADVERTISING Sales executive Annabel Boorman-Shiffer annabel.boorman-shiffer@redactive.co.uk 020 7880 6230

PRODUCTION Production director Jane Easterman Account director Will Hurrell will.hurrell@redactive.co.uk 020 7880 6248

PRINTER Manson Group, St Albans

COVER Shutterstock/Gary Hill © The NHF/NBF 2019 All views expressed in salonfocus are not necessarily those of the the NHF/NBF. All efforts have been taken to ensure the accuracy of the information published in salonfocus. However, the publisher accepts no responsibility for any inaccuracies or errors and omissions in the information produced in this publication. No information contained in this publication may be used or reproduced without the prior permission of the NHF/NBF.

s you can see, we have had a makeover! I’m delighted to be showcasing the new-look salonfocus, and hope you agree that we have made lots of improvements to your publication. In fact, it looks and feels like a different magazine. We’ve put lots of work into our new features that we hope will inspire you. Our aim has been to create a publication that is a useful toolkit, packed with resources that will help you run professional and profitable businesses. We are keen to hear from you so please let us know whether we have succeeded – your views count. Feedback from our Members is absolutely crucial, so we’ll be launching a survey to find out what you think. Keep an eye on social media for more information. In the meantime, there is plenty to enjoy in this issue. Our main feature is all about employees becoming pregnant and the potential impact on the business. Like many of you, I have first-hand experience of this. While it’s

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Recycle your magazine’s plastic wrap. Check your local LDPE facilities to find out how.

SALONFOCUS | SPRING 2019

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happy news for the employee, it can be difficult for business owners to get to grips with the rights, entitlements and obligations surrounding the announcement. There is a lot to think about – from the pregnancy itself and the effects it might have on work, through to maternity leave and then, eventually, returning to work. It’s a time of big changes for both the pregnant employee and the business so we have created a new guide to help business owners get it right (turn to page 16 to find out more). Talking of big changes, it is not long now before we are embarking on some changes of our own with my time as president drawing to a close. In May, I’ll be stepping down and handing over the reins to vice president Ian Egerton, who is a real forward-thinker and has been a huge support to me over the last three years. I’ve loved every minute of my time as president. It has been a great journey and a real learning curve. I have met some amazing people along the way. The team in head office have been so supportive, as well as the other board members. Paul Curry was the previous president, and his handover was fantastic and helped me to get up to speed quickly. I must also mention Mark Coray, who has mentored me from the very beginning. Thanks to everyone. But all good things must come to an end and I know that Ian will do a great job in leading the way. I wish both him and the next vice president, Steven Scarr, the best of luck for the future.

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OUR AIM HAS BEEN TO CREATE A PUBLICATION THAT IS PACKED WITH RESOURCES TO HELP YOU RUN PROFESSIONAL AND PROFITABLE BUSINESSES

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TH E CU T HA IR R E M OVA L

THECUT

The 13 things you need to know this issue...

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HA IR REMOVAL T HE CU T

BEAUTY

Growing wi trend for UK men to go hair free More and more of the UK’s young men are embracing hair mbra removal, research fro from global market research agency gen Mintel has shown. Over the last two years, the wo y popularity of body hair removal dy h has shot up among ong the nation’s men. In 2018, 46% of all men removed hair from their bodies, ir fro up from just over a third (36%) ust ov in 2016. 6. research revealed 57% The re males aged 16 to 24 have of ma removed hair from their pubic region, compared with 40% in 2016. Meanwhile, 42% of young males remove underarm hair, up from 16% in 2016. The number removing hair from their chest has doubled – in 2016, it was 15% and had risen to 30% in 2018. Hair removal from the back has increased from 10% in 2016 to 12% in 2018.

The research revealed that young men aged 16 to 24 are removing body hair almost as much as young women of the same age – 29% of men versus 34% of women said they have been removing hair more frequently in the last 12 months. Roshida Khanom, associate director of beauty and personal care at Mintel, said: ‘Reality TV shows such as Love Island have popularised hairless torsos, normalising the hair-free aesthetic among men.’ There has also been a rise in older men removing hair. In 2016, just 12% of men aged over 65 removed hair from their nose, but that had risen to 31% in 2018. In spite of all this increased hair removal, the trend for beards shows no evidence of waning with 44% of men having some stubble, 20% a closely trimmed beard and 7% a thick/full beard.

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KEY STATS

BODY HAIR REMOVAL AND FACIAL HAIR

Back (16-24)

Underarm (16-24)

■ 2016

34%

7% 29%

40%

57%

15%

Pubic (16-24)

2018 ■

Beard (all)

44%

Chest (16-24)

30% 16%

42%

12%

31% 10%

12% IMAGE: GETTY

Nose (over-65s)

36%

46%

General (all)

Male/female (16-24)

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TH E CU T COM M U N IT Y

BARBERS

Cutting with care The ‘dementia-friendly barber’ Lenny White has reached out and offered a professional hand of support to this section of the community.

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any barbers can claim they strive to ensure their clients feel relaxed and comfortable. But few will go as far as Lenny White. For the pop-up barber in Northern Ireland, the tools of his trade include a jukebox, Frank Sinatra CDs and a light-up traditional barber’s pole. As one of the first dementia-friendly barbers, he says these props are just as important as the more traditional tools. ‘It’s much more than being a barber – cutting hair is 10% of what I do. It’s about creating a fun and safe environment for men with dementia. It’s helping them to feel special and cared about and loved. Even if it’s only for half an hour.’ About 70% of people in care homes have dementia or severe memory problems. Lenny travels to around 50 care homes, visiting each one every six weeks to see his clients. He recreates a 1950s barbershop, where the music, the barber’s apron, the soap and lemon cologne are all familiar to his clients. ‘It becomes a sensory experience for them. The music, for example, never goes off. They might say, “My dad used to play that song” or “I used to dance with my mum to that one”,’ says Lenny. The business began in November 2016.

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THE EXPERIENCE IS POSITIVE FOR HIS CLIENTS – SO MUCH SO THAT THEY SOMETIMES RECALL IT IN SPITE OF THEIR CONDITION

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Lenny had left a sales career to retrain as a barber and wondered if his new skills might complement those he developed years before, when he worked in a care home. He discovered then that he had a natural ability to work with people who have dementia: ‘It felt easy to me. I had no awkwardness or fear.’ The experience is positive for his clients – so much so that they sometimes recall it in spite of their condition. ‘Sometimes I’ll go back to a home and the men will see me and start to remember. They may not remember my name but they remember how I made them feel,’ says Lenny. He is considering franchising his business but says that barbers need to have the right ethos and personal skills to do the job. Contact him at facebook.com/ dementiafriendlybarber to find out more.

TOP TIPS

SETTING UP YOUR OWN DEMENTIAFRIENDLY BARBERS Enter the client’s world as much as possible – if they ask for their mum, don’t tell them their loved one is dead. Play along with their perspective – if they say you’re their friend and you’re playing football later, don’t contradict them. Be kind and understanding – clients may feel frightened and confused. Remind them of what’s happening and who you are – ‘My name is Lenny and I’m your barber. You’re going to get a haircut.’

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Seek natural growth, harvest calm. Zen Series.

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TH E CU T CYB E R S E C U R IT Y

GOVERNMENT TO PUT £70m INTO TACKLING CYBER THREATS

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The government has announced plans to invest £70m to eliminate some of the most damaging threats to the online security of businesses and consumers. HOW? By increasing security and protection built into the hardware and chip designs of digital devices and online services. WHAT ELSE? A further £30m of government investment is earmarked for ensuring smart systems, such as internet-connected devices, are safe and secure. There are expected to be more than 420 million such devices in use across the UK within the next three years. WHY? Nearly all UK businesses, including those within the hair and beauty sector, are reliant on digital technology and online services. Yet, says the government, more than 40% have experienced a cyber security breach or attack in the last 12 months. And over half of NHF/NBF Members surveyed had been victims of cyber crime, with nearly half suffering direct financial loss.

WHAT TYPE OF CRIMES ARE AFFECTING NHF/NBF MEMBERS? Credit/debit card fraud, phone call scams, phishing emails, ransomware attacks and viruses.

HOW CAN YOU PROTECT YOURSELF? Regularly update your software, use strong passwords, back up data, and be suspicious about unprompted phone calls, emails and invoices, especially those containing a link. bit.ly/gov_cyber_threats

M A R G O T J A M E S M P, D I G I TA L M I N I S T E R

We want the UK to be a safer place to live and work online. We’re moving the burden away from consumers to manufacture manufacturers, so strong cyber security is b built into the design of products. T This funding will help us work w with industry to do just that, improving impr the strength and resilie resilience of hardware to better protect pro consumers from cyber attacks a

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HAIRDRESSING

‘Going anywhere nice on holiday?’ Not all clients are in the mood to chat with their stylist. One salon owner came up with a solution to avoid any awkwardness. So-called ‘quiet chairs’ were introduced for those who wanted a haircut in Cardiff without the accompanying chit-chat. Scott Miller explains why it has been so popular in his two salons. Being able to book a quiet chair means that clients don’t need to have what they might see as an awkward conversation in asking their stylist not to talk. Clients don’t want to be rude and this removes that worry. Modern life is busy. It’s difficult to get any quiet time and some people really enjoy that hour to themselves. Other clients are quite high-powered and work on their laptops. I had read an article about how some people dread going to the hairdresser and having to chat. We were thinking about how we could give clients the best possible service and came up with the idea. The service is about putting the focus on the client and making sure all our guests have a positive experience. You don’t know what’s been going on in clients’ lives since they last walked through the door. Their mum might be dying, their children might have flunked their A levels – they just want a bit of time to themselves. It's popular – I have regular clients I’ve seen for 15 to 20 years and they will ask for a quiet chair.

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PENSI ON S T HE CU T

Pension pressures Setting up a pension can be a difficult topic for self-employed and employers alike. But it has to be done right. ince auto-enrolment was introduced, more than 10 million workers have been automatically enrolled into a workplace pension by their employer, with only 9% of those enrolled choosing to opt out. But self-employed people are much less likely to be paying into a pension scheme and will be relying on the state pension when they retire – £164.35 per week. This is only available to those who have made National Insurance contributions.

IMAGES: ISTOCK / CHRIS MCANDREW / DWP

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DDO

The government nt released its strategy egy for retirement savings avings for the self-employed loyed in December. It includes a series of trials to test out the best ways of encouraging the self-employed to save for their retirement, mostly through marketing messages promoting the importance of saving and providing links to suitable savings schemes. Employers also need to keep an eye on the ball. They must prepare for a three-yearly re-enrolment, which means re-enrolling staff who have previously opted out of their employer’s pension scheme. This is intended to encourage employees to think again about saving into a pension scheme.

Choose a date on which to assess all staff to decide whether or not they meet w the criteria and therefore th need to be re-enrolled. The ne date must fall within a six-month da window, from three months w before to three months after the be three-year anniversary of their th original staging date. or Keep a record of assessments. Write to staff who have been re-enrolled within six weeks. Add those employees to the pension scheme so they can start making contributions. Employees have one month after re-enrolment to opt out. Notify The Pensions Regulator that the triennial review has been completed.

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DON’T Ignore it. The triennial review applies to all pension schemes and employers can be fined if they don't comply. Assume it doesn’t apply to you, even if you have no eligible employees. You must still take action and notify The Pensions Regulator that the triennial review has been done.

D O N ’ T F O R G E T… F R O M 6 A P R I L , M I N I M U M C O N T R I B U T I O N S A R E R I S I N G F R O M 5 % T O 8 %

BEAUTY

bit.ly/SA_organic_beauty_2019

What are the latest statistics around sustainable beauty and wellbeing?

14%

The rise in sales of organic and natural beauty products as consumers seek sustainable products

£86.5m UK sales in 2018

of shoppers now look for and expect brands to share their ingredient sourcing

175%% The rise in vegan product launches between July 2013 and June 2018

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TH E CU T D I VE R S IT Y

HAIRDRESSING

Creating ga safe space Ria Cooper, Britain’s youngest transgender woman, has set up a hair and beauty salon focused on serving the trans community. n October last year, I opened my salon in Hull. We welcome all clients – nobody is judged and we accept everyone – but we are especially popular with the transgender community. I am Britain’s youngest transgender woman and have had quite a lot of media coverage so transgender people are drawn to the salon. They say: ‘I walk into a normal salon and feel like I’m being judged, like they might be laughing at me

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behind my back.’ At my salon, nobody is laughing at anyone because I get it. We offer make-up lessons – a lot of males who are changing at an older age don’t know how to apply make-up. We also offer wig fitting and advice about dressing – we get lots of clothes in so they can see what suits them and what doesn’t. They can book a whole day with us and we cover it all – we close the back of the salon for them, for privacy.

600,000 The number of trans and non-binary people in the UK, according to the charity Stonewall

417 The number of BBC staff who identify as trans, according to a survey

As well as those who are transitioning, we appeal to men who like to cross-dress. They’ll often come here from a different town because it’s something they might feel they need to keep secret. My salon is unique in that I focus on a client group that might otherwise find it hard to have their needs met. It’s much more than hair and beauty – there’s an emotional aspect too. Clients will often talk to me about their journey and ask me about mine too. I understand how difficult it can be. I’ve been there.

BRACED FOR BREXIT This issue of salonfocus magazine comes out on 29 March, the day Britain is due to leave the EU. At the time of going to press, a no-deal Brexit looked very likely, accompanied by a high level of uncertainty for some time.

WHAT NEXT? In the first few months of 2019, the government ramped up preparations for a no-deal Brexit. Government has set aside £2bn in case the UK leaves on 29 March without a deal. Letters will be sent to 140,000 firms updating them

on what they should do, and 3500 troops will be put on standby to help government. The NHF/NBF want to see this uncertainty resolved so businesses know what to plan for. It is closely monitoring developments around Brexit and will keep you updated.

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BUS I N ESS T HE CU T

TTAX OING AX IISS GGOING DDIGITAL DI GITAL

IMAGES: SHUTTERSTOCK / ISTOCK / GETTY

As an effort to move the UK away from paper-based book-keeping, the government wants businesses to digitally record and upload transactions to the HMRC’s system. Making Tax Digital comes into force in April.

WHAT DOES IT MEAN? It means no more typing in VAT figures on the HMRC website. Those affected will have to submit key information and data relating to their VAT return digitally instead, using software that is compatible with the HMRC's system. The software will not be provided by HMRC, so it will be up to businesses to upgrade or buy software. WHO IS AFFECTED? For now, businesses that are registered for VAT with a taxable turnover – not profit – above £85,000 will start filing their returns using Making Tax Digital-compatible software from April. There are some exceptions – those businesses seen as

having ‘more complex requirements’ don’t need to do it until October. WHY IS IT BEING BROUGHT IN? HMRC says that it will make it easier for businesses to get their tax right first time. It says avoidable mistakes cost the Exchequer more than £9bn a year. It has been argued that going digital could also save small businesses money in the long term by making the process of VAT returns more efficient. WHAT ARE THE CONCERNS? It seems many small businesses are not aware this is happening let alone prepared for it. The Office for Tax Simplification has said that its survey suggests only 25% of the smallest businesses have ‘some awareness’ that it is coming – compared with 70% of other businesses. An FSB review in 2017 suggested the costs to businesses in terms of time spent by the business owner and staff alone would be well over £2000. nhf.info/MTD

Bespoke beauty and microblading top the list of the 13 best business ideas for 2019.

London has its first dedicated hub for Afro hair and beauty. Over 30 hair and beauty stylists have set up at Peckham Palms in south London.

Stacey Dooley, winner of last ye year’s Strictly Come Dancing, is hosting a new BBC Three compe competition series, Glow Up, to find th UK’s next big make-up star. the

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WHAT’S HOT, WHAT’S NOT

BARBERS

Barber brothers strike concessions deal with Tesco Brothers Darran (left) and Leigh Gould, who have opened 19 Gould Barbers outlets in Tesco st stores since 2016, are set to op open a further 50 this year. The Th venture will create 300 to 400 new jobs and could n net the barbers £5m.

Over half of those working in the hair and beauty industry are facing a looming pensions crisis as most are considered self-employed, aren’t eligible for the auto-enrolment scheme and aren’t paying into a pension.

Shampooing a client’s hair twice can cost an average four-seat salon over £5300 a year and uses around 286,000 litres of water.

The global beauty industry generated more than 120 billion units of packaging last year – most of which ended up in landfill or the ocean.

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T I P S T HE CU T

SPOTTING THE SIGNS ne council has taken a proactive step towards supporting victims of domestic violence by training hairdressers and beauty therapists working across Norfolk to recognise the signs and how to approach the subject. The free event took place on a February evening in Norwich and was fully booked with a waiting list. More than 230 professionals turned up to hear how to handle clients who disclose domestic abuse. Christen Williams, domestic abuse change coordinator at Norfolk County Council, said going to hairdressers, barbershops or beauty therapists gave people an opportunity to converse and open up to somebody outside their social circle: ‘People in these positions

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TOP TIPS

DEALING WITH VICTIMS OF ABUSE

have a role in supporting their clients with a range of issues, including domestic abuse. It is vital that they are supported in recognising signs of domestic abuse, and knowing how to approach it.’ A spokesman for Norfolk County Council said: ‘Initial reaction to the event has been hugely positive, with many attendees indicating they now feel better equipped to spot the signs of abuse, support individuals experiencing abuse and respond appropriately to disclosure.’ He said that further events may be held in the future, depending on audience feedback and interest from those who were unable to attend the training.

Sharp and short

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Are you self-employed? Do you need guidance on pensions, money management, handling debt, or general financial know-how? A new mid-life MOT is available just for you. bit.ly/midlife_MOT

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From 6 April, the law regarding payslips will change. It means that itemised payslips will need to be given to all employees

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Four quick pointers to keep your business running smoothly.

and workers, clearly stating gross salary, amount deducted from pay (and why), take-home pay, amount and method of any part-payment, and the number of hours where pay varies. nhf.info/payslips

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The charity Refuge offers some tips on how to respond to someone who admits they are experiencing domestic abuse: Do not judge them or their partner – this may alienate them or make them feel ashamed. Believe them – too often people don't. Reassure them that the abuse is not their fault – no one is responsible for another person’s behaviour. Don’t tell them to leave or criticise them for staying – that is a decision they need to reach in their own time. Abusers often isolate the individual from friends and family – encourage them to develop or keep up outside contacts. Encourage them to contact a domestic violence organisation or call the freephone 24-hour National Domestic Violence Helpline on 0808 2000 247.

The National Minimum Wage and the National Living Wage rates are changing from 1 April. If you don’t pay your employees the correct amount you may face a fine of

£20,000 per employee and a public ‘naming and shaming’ by the government. nhf.info/nmw-guide

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Received a complaint from a client which you can’t resolve? The new NHF/NBF Hair & Beauty Mediation service can help (as long as you are an NHF/NBF Member). The process you can use is called Alternative Dispute Resolution (ADR).

It involves using mediation with an independent third party making a balanced judgement on the facts presented. It avoids any slow and expensive court action. The NHF/NBF’s new Hair & Beauty Mediation service is the only certified provider of ADR for the hair and beauty sector. nhf.info/ disputes

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TH E BU SI N E S S M AT E R N IT Y

The birth of a baby is supposed to be happy news, but for salon and barbershop owners, it can feel anything but. We look at the challenges and how to overcome them.

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WHAT TO WHEN THEY'RE SALONFOCUS | SPRING 2019

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MATERNITY THE BU SI NESS

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hris Amos wasn’t too be covered in the employee’s absence and concerned when, three years whether they will return to work, try not to let ago, one of his stylists broke that show. Your employee needs to know she has the news she was expecting a your support, and you are happy for them. It is baby. He employs 17 stylists at important to maintain a good relationship in his salon, Chapters Hair in order to help towards planning her return to Bromsgrove, so he knew there work,’ she advises. would be plenty of workers on hand to cover her maternity Health and safety leave. What he hadn’t First, address the pregnant worker’s welfare anticipated was that 11 more while she’s still at work. Employers are obliged to of his stylists would break the carry out a health and safety risk assessment of same news to him within the the employee’s working environment, but you following two-and-a-half also need to be mindful that a pregnant woman’s years. ‘They were like buses,’ needs may change over time. he jokes. ‘We went ages ‘The best thing you can do is to keep talking without any staff on maternity to them, because each one is individual,’ leave, then they all went off at once!’ Chris suggests. ‘I ask them to advise me on Maternity leave rules have been upended in the what they need. They may need to have longer 30 years since Chapters began trading. Back then, breaks or shorter days, especially as it comes not all working women were automatically entitled to maternity leave. Today, they have the right to be at home with their babies for up to a year. And in January, the government announced plans to provide mothers with greater legal protection from redundancy – for up to six months after they return to work. MATERNITY LEAVE More legislation in favour of women is, overall, a real plus-point for the hair rights if they give birth All employees can take Fathers-to-be, who and beauty industry, seeing that more prematurely, or if up to 52 weeks. meet the same criteria, than 80% of workers are female. But the baby dies or is are also entitled to up to If an employee has there’s no escaping the fact that 93% of stillborn after 24 two weeks’ statutory been continuously hair, barbering and beauty firms have weeks of pregnancy. paternity leave. In employed for at least fewer than 10 employees, so the loss of addition, shared parental 26 weeks by the end Staff on maternity just one member of staff can take its leave may be taken. of the 15th week before leave retain their toll on day-to-day business. their expected week employment rights It’s the duty of the

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Panic stations? But Chris’s recent experience has taught him that it is still possible for a small business to thrive. ‘At the beginning, you dread the worst. You see it as profits that you are going to lose, but it doesn’t actually work out that way. It’s never as bad as you anticipate.’ Laura Chalkley, head of the NHF/ NBF legal helpline, says not to panic when you learn that a member of staff will be taking maternity leave. ‘While your first thoughts may be concern about how work is going to

of childbirth, they meet the earnings requirements, and have given sufficient notice, they are entitled to statutory maternity pay (SMP) for up to 39 weeks. They should be paid 90% of their average weekly earnings for the first six weeks and then either (from April) £148.68 a week or 90% of their average weekly earnings (whichever is lower) for the next 33 weeks.

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employer to pay staff their SMP, but businesses can reclaim between 92% and 103% of this from the government. The earliest that an employee can begin leave is 11 weeks before her expected week of childbirth. Employers must allow staff to take paid leave to travel to and attend antenatal appointments. Employees also retain their maternity leave

while away. For example, they still accrue holiday and are entitled to receive workplace pension contributions. Staff are entitled to 10 keeping-in-touch days, which allow them to attend work without losing out on their SMP. For more details about maternity leave and employer’s obligations, visit gov.uk/ maternity-pay-leave, go to nhf.info/maternity-pay or turn to page 47.

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TH E BU SI N E S S M AT E R N IT Y

closer to their due date.’ Chris notes that pregnant staff usually want to continue working as close as possible up to their due date. But what if a woman is having a difficult pregnancy? ‘Financially, it benefits them to do as much as they can, but they can’t spend the day like they used to on their feet, so I offer them longer breaks than usual.’

Lighten the load

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For Chris, having so many team members on maternity leave took its toll. ‘We were always fully booked. That was great for the stylists who were still there, because they were earning more money than they had ever earned. But after a while it wore them down.’ To lighten the load, Chris turned to apprentices and recruited three new members of staff. ‘It worked really well and brought different skills into the salon.’ For Laura Bull, owner of NHF/NBF awardwinning salon Code Hair Consultants, enjoying the support of a strong team keeps business ticking over as usual while salon manager Jodie takes time off to have a baby. ‘I’ve got this ethos where I won’t take on any outsiders, I will only train my staff from the bottom up, and that has worked really well for us,’ she says.

DELEGATE WELL

COCCO SALON

HAYLEY HUDSON Planning for an employee’s maternity leave is one matter for a salon owner to deal with, but what if she becomes pregnant herself? Hayley Hudson, owner of Cocco Salon in Derby, offers her top tips for a smooth transition.

This depends on your staff and what will work best. You could recruit a manager, or promote a senior stylist. I found handing over the reins to one stylist was too much for someone who already had a full column. So I have spent time creating processes and instilling personal accountability within the team. This creates a better

Planning for personalities She adds that Jodie herself was heavily involved in the planning of her own maternity cover. ‘Six months ago, Jodie started going through her list of clients and we matched them all to the two girls who would be taking them on. That basically gave them time to get them to know the clients, to see if their personalities matched. ‘And I’m coming back to work one more day a week, so I’ll be taking on some of the more challenging clients who want a more experienced stylist. If I didn’t have those girls I could be losing near on £1500 a week from someone else doing clients’ hair!’ Laura thinks that long-term success looks assured. ‘The clients who have stayed with the salon have been taken on by other stylists, so my hope is we’ll have room for Jodie to take on newer clients.’

Returning to work Sadly, not all businesses will find it that easy to plan for an employee’s return to work. Chris says: ‘The biggest hurdle to overcome is when a stylist says they are coming back to work, and then, at the point they were meant to start, suddenly tells me they aren’t coming back.’ Many bosses find it difficult to discuss an employee’s return to work. ‘Don’t be afraid to talk to your employee about what she is planning to do.

balance and a strong team spirit. Each staff member has been given a number of processes so they have a sense of responsibility, and no one gets overwhelmed. If there’s any issues, it’s also easier to trace back. My team know they can contact myself or my husband in an emergency, but for day-to-day issues, you’d be surprised at what they can deal with when they know you are unavailable.

REVIEW YOUR SOFTWARE Consider an automated system where wages and commission reporting are emailed weekly to your accountant and payslips are emailed to staff. I can also track each member’s review rating, retail sales, rebooking and productivity, as well as income generated. So I can easily spot any issues and react if necessary.

SPRING CLEAN AND SCHEDULE Get any of those maintenance jobs out of the way first. Then schedule your blog posts, team incentives and your marketing emails, as well as renew contracts, deal with annual reviews and team goal setting so everyone is clear on what is expected, while you're away. I’ve even created a new salon playlist!

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MATERNITY THE BU SI NESS

She should be able to give you the date of her proposed return to work in good time so that you can plan ahead,’ says Laura.

Feeling flexible She advises: ‘Consider whether a flexible working request could help new mums with their return to work, as long as it won’t be detrimental to business performance and your reason for refusal comes under one of the set reasons in the legislation.’ Chris says a flexible working policy is a good idea, so employees know where they stand. ‘But it has to fit in for the business, the stylist, and the clients – if it doesn’t, we have a problem.’ There will always be situations where staff decide not to come back – of the 12 stylists who left, just six returned to Chapters. But Chris has learned that the best thing to do is be supportive of your staff, whatever their decision. ‘You still have a good relationship with them because maternity leave isn’t a bad thing. It’s a good thing and it should be celebrated.’

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HOW THE NHF/NBF CAN HELP Read more on our pregnancy guide on page 47. Health and safety toolkits are available at nhf.info

USE APPS AND TECHNOLOGY EFFECTIVELY We have a reception smartphone with WhatsApp , where we have group messages set up with reps so supplies can be ordered easily. We also have a team group to share information, as well as systems in place for complaints.

DON’T FORGET YOUR VAT Get it in immediately after the quarter’s end date so all of the extra missed information needed for submission is picked up on.

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THE HEAT IS ON T HE BU SI NESS

S Summer is a lucrative time for salons, but getting everything right can be a tricky business. What are your top tips for boosting summer business?

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t may not feel like it but summer’s on the way. The season can boost profits as one of the most important times of the salon or barbershop calendar. So what can you do to attract new and existing clients and capitalise without getting burnt?

THE NUMBERS daymakers Holidaymakers spent nt nearly

72m

The number of holiday trips taken in 2017 – a UK record

£45bn

30m Gig and festival attendance reached a record high of more than 30 million in 2016, and events such as Henley and Wimbledon increase salon and barbershop demand

The number of UK marriages last year, with the trend of getting wed abroad on the rise, was

200,000

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TH E BU SI N E S S T H E H E AT IS O N

RICHARD WARD

‘Help clients feel body-confident ahead of donning their swimwear’ 22

Award-winning royal and celebrity hairdresser Richard is director and co-founder at Richard Ward Hair and Metrospa in London. The power of suggestion is often the easiest way of boosting summer sales. Listen to your clients and take your lead from them. Body exfoliation, colour restoration and revitalising treatments post-holiday for hair, face and body after damage caused by

swimming and sun exposure are popular. The best summer service is our keratin smoothing treatment to make holiday hair more manageable. Memory Forme Express, our hair smoothing treatment, is really big for us. It means summer hair is ready. Body exfoliation and scrubs, or body refining treatments such as RICHARD'S Venus Swan help clients feel bodyconfident ahead Talk hair treatment of donning plans both pre- and their swimwear. post-holiday to get Always re-evaluate and keep hair in the what products you optimum condition. sell, how well they sell and if you've gaps to Offer summer beauty fill. If something’s packages at a discount sitting gathering when booked together – if clients buy five face/ dust, let’s try body treatments, make something different. the sixth complimentary. If a celebrity

TOP TIPS

enjoys discounts, we expect testimonials, mentions in social media or reviews and these can help make a busy summer season.

Suggest additional services such as manicures and pedicures. Do clients need to protect their colour and hair from sun, sea or chlorine?

AIMEE MCPHERSON Aimee is an educator and in-house hairstylist at Hidden Heights Creative Studio in Bridges Quarter, Gateshead. She was winner of the NHF’s Photographic Stylist of the Year Male Fashion Look 2018. Hair in summer needs more hydration. I always recommend a conditioning treatment. We focus on add-on services – treatments, colours and aftercare products to maintain hair at home. I advise clients to see me before and after their holiday for conditioning treatments, and offer advice on how to protect hair from heat. I recommend shampoos, conditioners and styling products to prevent the damaging effects of sun, saltwater and chlorine. Last year we had a pop-up shop at a local summer festival offering cuts and styles, giving advice and selling products. It was so successful, we’ll do it again this year. I normally focus on retail sales with travel sizes or products with sun protection to aid the stress the summer temperatures have on the hair. A leave-in protective treatment

‘I advise my clients to see me before and after their holiday for conditioning treatments’ SALONFOCUS | SPRING 2019

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THE HEAT IS ON T HE BU SI NESS

‘Annual leave is on a first-come firstserve basis so we can manage it across peak summer months’ with anti UV-A and UV-B filter protects the hair hydration and colour during exposure to the sun. I have summer offers for my regular guests. When they have a specific service, they receive a free shampoo and conditioner sample, two or three times prior to their holiday. That way the client has tried the sample product and hopefully purchases them for their break. With every in-house conditioning treatment purchased, clients also receive a retail conditioning AIMEE'S treatment free of charge. This gives the client who would Be wary of summer normally have an promotions that in-house treatment attract clients who but not purchase the only visit once. retail product a Treat your regular chance to use it at clientele with free home and hopefully treatments, samples purchase the or products for their product next time! holiday in the hope If each client they buy the full-size were to purchase version next time. at least one summer product, profits go Introduce a perks up, avoiding a fall in card to encourage a sales over the few visits over the summer months. holiday months.

IMAGES: ISTOCK

TOP TIPS

CHRISTIAN WILES Christian is a gents’ grooming specialist at Christian Wiles Traditional Gentleman’s Grooming in Northampton, and the NHF Male Grooming and Barbering Ambassador. During consultations leading up to summer, we focus on the importance of pre-holiday hair health. June and July are two of our peak months. We use the Salon IQ system to send text alerts and email reminders that help avoid no-shows and a Late Deals system to fill occasional gaps, which works well during the summer months when parents are juggling school holidays and trips abroad. We're careful to update this regularly and make sure it doesn't affect our core business. For

guests who struggle to afford our regular prices, we have #TreatMeTuesday offering a 30% discount on all colour services when added to a cleanse, cut and finish or a cleanse and blowout – all these are extremely popular services in the summer months ahead of holidays and weddings. Pre-holiday is a good time to get children in – for under-12s, we have a special price. And we have a 30% discount for students, who are usually enjoying CHRISTIAN'S extended time off in the summer. We use social Offer holiday hair media, our websites, treatment packages email marketing and including a pre- and in-salon flyers, post-holiday hair consultations and package along with special events for haircare products. promotion all year round, but if there are Use digital special summer offers, marketing and we step up promotion social media to inspire, educate and in the lead-up. drive new business To ensure we have to the salon. sufficient stylists and

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TOP TIPS

colourists throughout the year to combat summer holidays, annual leave is on a first-come first-serve basis so we can manage during peak times.

Consultation is key! Carry out a ‘summer care consultation’ with every client, and ensure the team are highly knowledgeable about the benefits of suncare products.

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TH E BU SI N E S S B R A N DIN G

Y

our business is your baby and, just like naming a child, you don’t jump for the first name that pops into your head. The name is the first point of contact a customer has with your salon, and it will last for years so needs to grab attention for all the right reasons. ‘Everything rests on your salon’s name, especially your brand,’ says brand consultant James Hammond. ‘Most people think the brand is the logo and visual identity but it’s not – it’s the emotional connection between the customer and the business. Decide what emotion you want people to feel when they come to your salon and decide on a name that echoes that sentiment.’

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Dos and don’ts for dubbing your business You can name the business after yourself as the owner, says James. ‘Establishing a personal brand can be one of the most powerful ways to distinguish yourself from other salons, as you are the one thing that is unique about your business. You might say: “I want my salon to be built on a reputation of complete confidence and my name is synonymous with that.”’ Using your own name can be a real boost if you’re an awardwinner with an established reputation, adds Alice Kirby, director of Lockhart Meyer, a specialist marketing agency for hair and beauty businesses. But think carefully about future plans when making this decision, she says. ‘You’ve got to bear expansion in mind when choosing a business name. In 10 years, you might have five salons in the county, decide to take on a new partner or take a step back from the business. Using your own name

THE NAME GAME

could potentially limit growth or make it difficult to sell your salon.’ We can all think of groaninducing salon names. ‘Clichés have been popular in the past,’ says Alice. ‘But they aren’t necessarily the best way to stand out from the competition.’ James adds that humour and puns won’t paint a picture of the skills you have or the type of customer service you offer. You should also avoid using long or made-up names, says Alice, as they are more difficult to remember and search for online.

How do you choose the right name for your business? We speak to the experts.

The name should appeal to your target audience, Alice advises. ‘If you are setting up a budget salon, for instance, you should choose a different-sounding name than you would if you were going more upmarket.’ Make sure you test the name out with your target group. ‘You need

Zero in on your target market

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BRA NDING THE BU SI NESS

PRACTICAL HELP FOR SETTING UP

to speak to people who think differently to you and can challenge your ideas,’ Alice says.

Find out everything you need to know about setting up your own salon in the NHF/NBF start-up guide at nhf.info/businessstartup-guide – it covers all aspects of running a successful business, from choosing a location and thinking about your target market to setting prices.

Is it original? Before you spend money on a logo and branding, you need to check there are no other businesses with the same name. Salons set up as limited companies (where the company is a separate legal entity, so if things go wrong you don’t carry all the risk yourself) should visit the Companies House website, while sole traders should go to the National Business Register. You can also check if a name is trademarked at the Intellectual Property Office. Bear in mind your salon’s communications channels when choosing a name too. ‘You need to do this at the beginning, not piecemeal – otherwise, you might find that the domain name and social media profiles you want are already taken,’ explains Alice. She recommends using the website namecheckr.com to see what is available.

THINKING OF A NAME?

GET INSPIRED BY THESE IDEAS… Use the first letter of each word in a phrase Take a word and shorten it Remove or add an extra letter Use a symbol Get inspiration from a world map Mix two or more words together Use a foreign word Create an alternative spelling Can you tell the story of your business in one word?

WHAT DO SALON OWNERS SAY? Helen Turner, who owns Rubix Salon in Wolverhampton, says: ‘Think about the personality of your business. Rubix captures my love of colour and all things bright – I’m a master colour expert and I’ve injected lots of colour into the decor.’ ‘No suggestion is silly, you have to say no to lots of different names before you can say yes. Throw them all on the table,’ says Thomas Stock, owner of SalonT in Southend-on-Sea. In Newport, Diane Titmus, who owns Hair Play Hairdressing, says: ‘I kept the logo in mind when thinking about the name and how it would look visually.’ Barbara Khattri, who owns Elements Lifestyle in Surrey, adds: ‘Your name needs to capture the culture of your business. My salon name represents the team – each stylist is a key element of the team. We work together and that’s reflected in our ethos and values.’

Ready to rebrand? ‘When people say they want to rebrand, what they mean is they want to change the logo and visual identity,’ says James. ‘It’s impossible to rebrand your business if it has a certain emotional connection attached to it, as by and large you can’t change people’s behaviour. You need to get it right the first time.’ Alice advises only changing your business name and visual identity if you have got a real problem to resolve, such as the business going bankrupt, or you’ve bought a poorly performing business. ‘Starting again from scratch is expensive in terms of time and money.’ So taking the time to brainstorm at the beginning and create that unique, compelling and memorable salon name could save you money in the long run, establish your business brand and create that emotional connection with your customers. If you like saying it, hearing it and seeing it, then go for it!

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HELPFUL LINKS Companies House bit.ly/choose-company-name National Business Register start.biz Intellectual Property Office bit.ly/IPO-advice

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TH E BU SI N E S S C R IM E

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B

usinesses on the high street are far from immune to thieves but, with relatively little stock compared to other retail businesses, salons should be less enticing. However, that doesn’t stop salons being targeted by opportunist intruders. ‘The three biggest claim areas we see with salons are for escape of water, treatment claims and theft or break-ins,’ says Mark LoweryWiltshire, affinities sales manager at Coversure Insurance Services in Huntingdon. ‘Ultimately your salon’s security is only as strong as its weakest link, so it’s a good idea to get your security professionally assessed to highlight weaknesses.’ (See Mark’s security tips opposite.)

Lock your doors For busy salons with different treatment areas, staying secure is not as easy as it seems. NHF/NBF vice president Ian Egerton’s two-floor salon, The Stress Exchange at London Bridge, has been hit by several opportunist break-ins over the years.

LOCKS, LIGHTS AND LATCHES Salons can seem like soft targets to criminals. But with expert advice and some hard-won wisdom from victims, you can reduce your risk. SALONFOCUS | SPRING 2019

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CRIM E THE BU SI NESS

PROTECT YOUR SALON Mark LoweryWiltshire gives his advice on preventing a burglary. ‘You cannot stop a break-in,’ Mark says. ‘If a thief really wants to break into your salon, they will find a way. But you need to make it as difficult as possible and reduce your risk of being attacked by making them think there is nothing worth taking.’ Tidy away any stock and equipment that is on display. Leave the salon lights on even when shut – thieves like to work in darkness. Leave till trays open so they can see no cash is left there. Ensure all locks on doors and windows are working. Fit an alarm and CCTV. Toughened glass on salon windows and installing grilles and shutters puts off potential thieves. Get your security assessed professionally – try a local crime prevention officer.

Check your insurance

IMAGE: ISTOCK

MARK’S TOP TIPS

Ian says: ‘An intruder made his way into the lower ground salon and unfortunately the electronic door locking system was not functioning properly, so the lock had been left off.’ With free rein to wander, the burglar stole £100 in cash from the office. ‘On this one occasion it was simply a double stupidity on our part for the lower beauty salon door being left off the latch and then for the office not being locked,’ Ian says. ‘One good thing was that the police could view our CCTV footage – they found the person who did it and he’ll appear in court very soon. I’m grateful that nobody was injured or affected by it and we have learned some valuable lessons.’

The problems that come with being burgled can go deeper than stolen items and unpleasant experiences. Marc McCune has some important advice for other salon owners after his Eutopia business in Glasgow was broken into in August 2017. ‘It’s very, very important that salon owners know what their insurance policy will cover them for and follow them to a tee,’ he says. ‘We presumed because we had a locked cash box that we’d be covered for what was stolen, but our policy required that we kept cash in a safe that couldn’t be removed. That meant we couldn’t claim the cash that we lost. ‘Then, with the cost of replacing the broken door being about £600, we had to decide whether that was worth paying the excess and losing our no claims. We decided it wasn’t. So my message is: check your insurance policy.’

PAYING THE PRICE Burglary rates were up

20% in 2017, according to Home Office figures. Costs associated with retail burglaries rose by

6% in 2017. Burglaries go up by

34% after the clocks go back owing to the added hours of darkness according to the Co-operative’s 2018 survey – another good reason to look forward to summer! Retail crime cost local shops

£193m last year, according to ACS research, at an average cost of

£3873 to each shop owner.

NEED A SALONSURE POLICY? NHF/NBF Members get a 20% discount on standard Salonsure policies with Coversure Insurance. This comes with a price promise – Coversure will match the price on like-for-like policies and even undercut it by a further £20. For further information and instant online ‘quote and buy’ with immediate cover, go to coversure.co.uk/info

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EVENT ALERT What? Welsh Cross-Party Small Shops Group event on retail crime When? 10 October (11am-1pm) Where? Ty Hywel (Conference Room B) in the National Assembly for Wales What’s it about? The NHF/NBF will be attending this event that explores the scale of retail crime, what can be done to tackle violence against staff and high-volume offences such as shop theft, and how to overcome other challenges.

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TH E BU SI N E S S CA N C E L L AT IO N S

I

’m sorry, I forgot.’ ‘My shift at work was changed.’ ‘I ran into a friend.’ Whatever the reason – or, worse still, if there is no phone call or reason offered at all – when clients don’t turn up for their appointments, it is bad for business. But the good news is, you don’t have to put up with it. You can cut this costly problem down to size – and here’s how.

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Counting the cost First things first. Get a handle on how big a problem this is for you. If, for example, you get one no-show a day, worth £50, that’s £300 over a six-day working week, £1200 a month and a staggering £14,400 a year – that’s someone’s salary! ‘Once you give people the bigger picture then they start to take this more seriously,’ says renowned beauty business expert Liz McKeon.

SAYING

NO No-shows and late cancellations are frustrating and can sap profits. We look at what salons can do to keep this problem in check.

A cancellation policy When you have a handle on what it’s costing your business, the next step is to get your policy in place. Decide on how much notice you need to resell the slot. Then think about what you can do to reduce your losses and prevent clients from bailing at the last minute. These measures, such as deposits and cancellation fees, need to be fair to them as well as you to avoid falling foul of consumer protection laws. (See policy options opposite.)

Implementing it But it’s no good having a policy and tucking it away on your website – you need to tell people about it. As well as explaining when they book, make sure it is ‘put in front of clients in writing so you can do

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CA NCELLATIONS THE BU SI NESS

something about it’, adds Liz. And take time to train staff to ensure the message gets out to clients clearly and consistently. This is where many salons fall down, says industry expert Phil Evans, managing director of Salon Guru. ‘All members of staff have to implement it, and it has to be a policy which everyone agrees with and understands.’ Get it right and a cancellation policy makes a big difference, says Krysia Eddery, owner of Perfectly Posh, a hair and beauty salon in Hungerford. No-shows and late cancellations cost her nearly £1000 in one week alone in December 2016. When reminder texts and calls weren't enough, she started asking clients who failed to show up to pay a 50% deposit when they rebooked. ‘We had 10 no-shows and cancellations in total in the whole of December, which is about 0.7%,’ says Krysia. ‘In December the year before it was 8%, so that’s a massive change.’ She and her team rolled out the new policy over several months, warning clients it was coming in. She adds: ‘Now people know we are implementing it, I hope it will deter them from cancelling.’

WHAT ARE THE OPTIONS FOR YOUR POLICY? TIMEFRAME: Set a notice period you expect clients to give to cancel or move a slot – often 24 or 48 hours. A DEPOSIT: Ask for a percentage of the appointment fee upfront, 50% for example, which you keep if someone doesn’t show or cancels too late. You can apply this to everyone, or just new clients or online bookings, or people who have let you down in the past.

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UPFRONT PAYMENT: Take all the money upfront, which covers your losses if the client doesn’t turn up or cancels too late to rebook. If the cancellation is early enough to rebook the slot, you must return most or all of the client’s money.

IMAGES: GETTY

Reminding clients The flip side of enforcing a cancellation policy is making it as easy as possible for clients to remember their appointments. To comply with GDPR, you can send reminders as long as you have consent from the client to do so. Always confirm ‘on the double’, suggests Liz, with a text and an email, or a call and a text. And follow up online bookings, she adds. ‘The statistics show that the most likely no-shows are people who book online. I think salons need to take more responsibility for this – if

FEES: Ask for a small amount to secure a booking, and in the event of a last-minute no-show, charge a cancellation fee, up to the full amount of the appointment. Again, if you are given sufficient time to rebook the appointment, the cancellation fee should be much smaller. A STRIKE SYSTEM: Warn clients who break the rules, giving them two or three ‘strikes’ before you charge cancellation fees or ask for any money upfront.

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TH E BU SI N E S S CA N C E L L AT IO N SO N S

TOP TIPS

1 2 3

TRAIN STAFF. If they are clear on what your policy is and why it’s in place, they’ll be ready to explain it to clients. Consider writing a short script for anyone who lacks confidence.

COMMUNICATE. Make sure your clients are aware of your policy – tell them when they book, send it in confirmation emails, put it on your website and display it in the salon.

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KEEP IT FLEXIBLE. While many no-shows may be ‘deliberate’, there are genuine emergencies. Don’t feel like you must enforce a policy if a client has a genuine reason to cancel last minute, or a long-term regular misses an appointment.

4 5

REMEMBER REMINDERS. Giving clients a text, email or call two or three days ahead of an appointment can make a big difference, especially if it was booked weeks ago. KEEP TRACK. Log your no-shows and cancellations, and look out for patterns. If a client is a repeat offender, ask yourself if you can continue to book them, without taking payment upfront.

6

SAY IT RIGHT. Keep your policy wording polite and professional. For example: ‘While we understand that sometimes plans need to change, clients are required to give 48 hours’ notice if they need to cancel or move an appointment, or a cancellation fee of 50% of the cost of your appointment may apply.’

7

BUILD RELATIONSHIPS. A good relationship with a client is one of the best ways to prevent a no-show. If they value you, your time and your skills – they won’t want to let you down.

someone books online, what’s wrong with picking up the phone to confirm it? There’s something about speaking to somebody – that personal relationship.’ Reminders can also be automated. ‘Most salons now have booking system software which should be able to send clients auto-reminders and text messages, and automatically note when someone doesn’t show,’ explains Phil. ‘When you have a no-show, follow a different procedure – some salons take a deposit, some take future payments in full at booking.’ Taking deposits is an increasingly common approach in salons. ‘The growth of sites like Treatwell, where clients are getting used to paying upfront, mean that it is not as difficult as you might think,’ says Phil.

MOST SALONS NOW HAVE BOOKING SYSTEM SOFTWARE TO SEND CLIENTS AUTO-REMINDERS

"

If all else fails No matter what you do, no-shows will still happen – but it’s often possible to refill the appointments from a waiting list or by offering last-minute discounted rates via social media platforms. ‘Get them out there on social media and get them rebooked so it doesn’t become such a negative,’ says Phil. ‘I have clients who will only wait for late deals because they want to come to the salon but can’t afford to at full price,’ adds Krysia. ‘I’m happy with that because it opens up a different market and it fills my white space – it solves a problem within my business.’

Scaring clients away? But what if your competitors aren’t asking for deposits or charging cancellation fees? ‘Salons don’t want to upset their clients,’ says Liz. ‘They’re afraid they’ll never come back – but that isn’t actually what’s happening.’ Darrel Starkey-Gettings, owner of Hair Studio by Darrel, agrees. He charges a cancellation fee of 15% if clients give less than 48 hours’ notice, rising to 30% if an appointment is cancelled less than 24 hours before. Clients can only rebook once they pay. Only half of those charged the fee actually come up with the money – but he has no regrets. ‘We are a professional industry, and we should be able to charge a cancellation fee,’ he says. ‘You’ll only lose the bad clients – you’ll keep the good ones.’

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TH E BU SI N E S S T H E E DG E

I

t’s a fact – the number of salons offering just hairdressing has started to decline, while the number of beauty, nail and combined hair and beauty salons are on the rise. The UK high street is suffering as shoppers go online. True, hair and beauty services aren’t likely to be replaced by a digital alternative anytime soon, but as consumer expectations rise, so does the

competition among salons and barbershops to keep clients happy while attracting new business. But why is getting the client experience right so important? It’s all in the mind, says Philip Graves, consumer behaviour consultant and author. ‘The mental associations created during the time the person is in the salon are just as significant as those when seeing the haircut for the first time,’ he explains. ‘Someone who has the same haircut in

different environments is likely to prefer the one that was accompanied by a superior experience.’ This is why the competition to offer more has never been fiercer – and why clients’ expectations are climbing higher. ‘What feels like a novelty at first can soon become the norm and lead to disappointment when it isn’t there,’ adds Philip.

Know your audience When deciding whether changing or adding to your service is likely to work, understanding your client base is crucial. In Bury, Grönn eco-salon caters for a growing movement of clients taking a more ethical approach to life. Salon manager Rachael Kennedy says: ‘Guests are now seeking out healthier choices for their own wellbeing as well

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As the high street declines, how can you maintain ‘the edge’? We find out what keeps clients coming back.

RAI SING THE BAR of consumers are willing to pay more for a guaranteed good experience

of UK consumers feel more loyal to brands that show a deep understanding of their preferences and priorities

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THE EDG E T HE BU SI NESS

Lacking inspiration? Here are a few ideas to help you step up your service…

Refreshments If you have a licence, think about branching out from bottles of beer and glasses of plonk. Offer a seasonal drinks menu, or trendy craft gins and ales, wines and even cocktails.* Jazz up non-alcoholic drink menus with milkshakes, smoothies, freshly squeezed juices and barista-style coffee. Serve retro sweets, homemade cookies, mini cupcakes or brownies with your clients’ drinks. Invest in attractive serving ware – from funky glasses to dainty cups and saucers. *For the NHF/NBF guidelines on serving alcohol, go to nhf.info/serving-alcohol

Entertainment Make sure your fast and free Wi-Fi connection is tip-top. Ramp up the in-salon entertainment with a tablet at each station for clients to catch up on their favourite show. Retro board games are a fun and social way to entertain clients while their colour develops. By hanging edgy art on your salon or barbershop walls you can update your interior and intrigue culturally savvy clients.

‘The only way to find out what’s a good idea is to test it by putting it into your salon’

IMAGE: GETTY

Added extras Adding grooming and spa treatments to the menu is increasingly popular, with many clients favouring the ‘one-stop shop’ approach. Instagram and Twitter are ideal platforms to showcase your salon and team’s personality. Go on a course to hone your posting skills. Create a ‘selfie corner’ along with your salon’s hashtag – set up a mirror so clients can take a selfie and post it to social media. Make eco-friendly substitutions and use natural and organic, crueltyfree and vegan beauty products.

PHILIP GRAVES CONSUMER BEHAVIOUR CONSULTANT

of consumers expect a consistent experience wherever they engage – social networks, in person, online or by phone

access, a complimentary drinks menu featuring single malts and vodkas, and discreet back rooms for mani-pedis, massages and bespoke facials. ‘We provide the services men need under one roof in a discreet manner,’ says Meera.

Attention to detail For businesses with a wide-ranging client base, such as Hot Trends in Kent, it’s the details that matter. Salon manager Amanda Linehan says the staff adapt the service according to the type of client: for example, serving drinks in a cup and saucer for more mature guests and in big mugs or with funky straws for the younger generation. Amanda gives prospective clients a flavour of the business via social media. ‘People know what to expect before they actually set foot in the salon – as I think that can be quite daunting,’ she says. Ultimately, getting the edge over your competitors comes down to being creative and taking risks, says Philip. ‘Small businesses have an advantage in that they can adapt their offer relatively quickly. This matters because the only way to find out what’s a good idea and what isn’t is to test it by putting it into your salon. ‘Typically, innovation comes from taking an idea from somewhere unrelated and applying it to your own business, so it makes perfect sense to look at what other sectors are doing when considering how you might enhance client experience.’

of companies that deliver exceptional customer experience use customer feedback

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THE NUMBERS

GET CREATIVE

as the environment and absolutely love the lengths we go to in our sustainable commitment.’ The commitment, she says, includes being plastic and paper free, zero waste, plant-based, organic and a clean-air salon. The result, Rachael adds, is a peaceful setting that meets both the values and hair goals of clients. And 18 Fourteen in Stanmore offers a relaxing environment with a different focus. Owner Meera Varsani says: ‘We wanted to create an experience – almost a sanctuary – where men can come in, relax and forget about everything that’s going on outside.’ The appointment-only male grooming centre comes complete with TV screens and BBC iPlayer

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TH E BU SI N E S S M A L E G R O O MIN G

EY EYES OON TTHE GGUYS

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From beards to brows, manicures to manscaping, men’s grooming is booming. Read our expert tips to get in the guys.

O

nce upon a time, male grooming was a short back and sides, and beauty salons were for women. But times have changed. Men are taking more care of their appearance and are prepared to spend more time and money to look s good. That’s great news for salons g and a barbershops, which have the potential to pull in new clients as p well w as increasing the average spend. Salonfocus S s asked the NHF’s NHF s Male

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MA LE G ROOM ING THE BU SI NESS

Grooming and Barbering Ambassador Christian Wiles (who runs Christian Wiles Traditional Gentleman’s Grooming within his Northampton-based hair salon) and the NBF’s Beauty Ambassador Hellen Ward (director and cofounder of Richard Ward Hair and Metrospa) for their top tips on tapping into the grooming boom.

Create an experience Many men expect much more than a haircut and are willing to pay for it. Christian says: ‘Guys are a lot more savvy these days, so we’re having to adapt and enhance a lot of our services. They expect a full consultation, a head massage and an extensive refreshments menu. We’re constantly adding to the service, trying to surprise them – for example, we’ve recently had massage chairs installed, and we have iPads at each unit showing our new products and services. If we’ve used a cut-throat razor, we’ll massage in an aftershaving balm. Little touches like that mean the guys enjoy coming in.’

IMAGES: SHUTTERSTOCK

Launch a men-u Make it clear that your salon isn’t just for women by offering specific men’s treatments. Hellen says: ‘Having a male-centric menu and treatments sends a clear message that men are welcome. Men today have their own grooming rituals – they may use a specific face wash to suit their skin type, hair products, moisturiser and body moisturiser. For beauty salons to best tap into these rituals, they need to keep things simple. Most men don’t want to be blinded by science. They want services and products that are easy to understand, easy to use and results-led.’

Offer add-ons Once you’ve got a man into the salon, it makes sense to offer ways

SMOOTH OPERATOR Male grooming is big business, and that’s great news for salons and barbershops.

54% More than half of UK men say they try their best to keep up their appearance, while

16% say they take a great deal of pride in the way they look, according to Harris Interactive. But the big story was hair removal products, which increased by

25% in 2018 according to research by Kantar. The ‘Love Island effect’ may be behind the demand for hair-free torsos among the UK’s men. In 2018,

46% of men removed hair from their bodies, compared with 36% in 2016. And a plucky

42% removed hair from their brows in 2018, compared with 33% in 2016, according to Mintel.

WHAT’S NEW? Stephen Handisides is a men’s grooming expert and the host of TV series Modern Face of Beauty. We asked Stephen which trends to watch in 2019. ‘Men are expecting a lot more from their salon or barbershop than they were 10 years ago. They expect more of an experience. You can now get a haircut with a craft beer, fine whisky or gourmet coffee, or perhaps have a game of pool or pinball while you wait. ‘Services are expanding, with salons and barbershops offering a wider and more specialised range of services, including traditional cut-throat shaves, hot towels, facials, massages, beard and moustache shaping, nasal and ear hair removal, hot wax treatments and brow threading. ‘With the rise of social media and every experience Instagrammable, hairdressers and barbers are also focusing more on interiors. Every detail is carefully thought out to create a unique experience.’

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Visit Stephen’s website and blog at modernmalemindset.com or stephenhandisides.com

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TH E BU SI N E S S M A L E G R O O M IN G

in which he can increase his spend. Christian has started offering a facial massage as an add-on to a haircut. He says: ‘Quite a lot of guys are booking our gentlemen’s facial. The stylists are all trained, and facials are done in the chair. We saw an increase in guys booking facials leading up to Christmas. They weren’t booked as gifts – it was guys treating themselves.’

Design a men’s area

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A dedicated men’s area may seem like a luxury, particularly if space is tight. But Christian found that introducing a men’s area not only increased the number of male clients, but also the average spend. He says: ‘As soon as the men had their own area, our colour sales went through the roof. The guys were much more confident asking about colour and having it done without female clients around.’

Try targeted marketing If you want to bring in more men, target them with specific promotions. Hellen says: ‘The best marketing strategy is to target men via their wives or partners. Offer current clients a reward – like a discount on their next booking

– for introducing new business such as a husband, partner or brother. Keep offers or promotions simple and run them on services that men may not think they need, but once they've experienced they won’t want to live without. ‘Trust and expertise are really important to men, so hooking them in for one treatment then doing a fabulous consultation to optimise their potential spend is the best way. Get them through the door and, as long as the service lives up to expectations, you'll have a client for life.’

Host events Promotional events can bring in new clients, and generate publicity. Christian says: ‘We do “shave nights” with complimentary beers and cocktails where we show guys how to shave properly.’ Of course, ensure you have the correct alcohol licence to serve alcohol. ‘We invite existing clients and get them to bring a friend. We start by showcasing our services, then go on to charging for services, donating the money to charity. We started off doing it in the salon, then we teamed up with some local micro-breweries and set up in their bar areas. We got new clients and great social media engagement.’

AN OWNER’S VIEW

QUIFF SALON IN HEADINGLEY, LEEDS Claire Sharma opened her unisex hairdressing salon in 2011. She reveals which treatments Leeds men like. ‘We’ve always had lots of guys coming in for haircuts. We tend to get guys with longer hair, or older gents wanting scissor cuts. ‘We also get lots of guys having treatments. We offer a man-i-cure, a man-tan, and lots of

waxing options, including a Bro-zilian. I think it helps to have a specific price list for guys. ‘We do spray tans but most guys use the sunbed. We're told the guys prefer the stand-up sunbed, as they just want to come in and out. We also get lots of requests for brows, particularly from younger males.

‘I try to push the male beauty, such as waxing, on social media. For waxing you need a bit more experience and you get clients coming back for it more. ‘Going forward, I’m planning to include a men’s section on the website. I think it will help bring in business, as guys tend to book online.’

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TH E BU SI N E S S H R

M

anaging staff can be a challenge in a salon. Just like any business, it involves hiring and firing, sickness and disputes. Salons and barbershops rely on a trusted team to keep things running smoothly and keeping customers happy. But small business owners often don’t have the back up of an HR department to deal with employee problems in the salon. Laura Chalkley, head of the NHF/NBF legal helpline, reveals her tips on dealing with common personnel problems.

Long-term sickness

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If one of your employees is absent for an extended period of time due to illness, you may find yourself feeling helpless. If you’ve exhausted

the options of regular contact, obtaining a medical report from the employee’s GP, considering any reasonable adjustments to the employee’s role or seeing whether there are any alternative roles available to enable them to return to work, it may be that dismissal on grounds of medical capability is an option. Due to the potential risk of claims for disability discrimination, it is important that you take appropriate advice before considering this option.

Be aware Deciding what to do with employees who have a long-term illness can be sensitive, and employers can land themselves in trouble if they take action prematurely. First, ask yourself if you’ve done enough to support the employee and think about whether aspects of the job need changing or are preventing the employee from returning. Allow the employee reasonable time to recover. It’s always better to offer a phased return to work, or a return on lighter or restricted duties, before terminating their employment. Offering these solutions in the first instance should help avoid an employment tribunal for unfair dismissal.

Performance issues When employees aren’t performing to your expected standards, ask yourself: ‘Why?’ Don’t speculate – it’s best to speak to them directly. Don’t be confrontational – make it clear your intention is to help them do well at their job. Aim to discover what’s preventing them from reaching their potential. Maybe they feel undervalued, frustrated at the lack of support or not listened to. Once you understand the issue, put measures in place to rectify the situation. This may include additional training, assigning a mentor, or recognising when praise and rewards are appropriate.

The root of the problem Always take the time to discuss the problem with underperforming employees first. Hauling an

N HR, NO NNO PROBLEM

HELP AND ADVICE Call the NHF/NBF legal helpline on 01244 687600 or email nhf@elliswhittam.com

Don’t be left out in the cold if you don’t have HR support in-house. Laura Chalkley, head of the NHF/ NBF legal helpline, looks at how to approach common problems.

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HR T HE BU SI NESS

employee with mental health issues into a formal performance management hearing without making an effort to understand their situation is dangerous territory. If you’ve made all possible efforts and adjustments, speak to an employment law adviser about the correct way to conduct a formal performance management process.

IMAGE: GETTY

Workforce feuds Nip fallouts between staff in the bud. The only solution is to hear people out to find solutions. Identify underlying issues – such as insufficiently trained management, poor communication or unclear job roles – focus on the solution, consider regular one-to-ones to promote communication, and always lead by example.

EMPATHY AND UNDERSTANDING Khush Saikia, owner of Okko salon in Northwood Hills, London, and in Orlando, Florida, as well as a beauty salon in Chelsea, London, talks about how she managed a personnel problem. A team member had a medical condition that would not allow her to perform her tasks to the best of her usual ability. As her condition progressed, she was forgetting the small details of the job. I have an open-door policy where staff can feel free to discuss any issues. This staff member wanted me to know her medical condition was

not a reflection of her professionalism and she did not want to be treated any differently – just for me to know why she was underperforming. First and foremost, I wanted to show empathy and understanding. Each team member is valuable. So, I asked what practical things could be done to make her day-to-day tasks more flexible and

comfortable, as well as if she wanted to maintain confidentiality about her condition. We agreed she would no longer need to perform long treatments for clients, and would have duties on reception with breaks in between. I also reassured her that she would always be able to confide in me. I recommend having monthly meetings and giving performance reviews. Recognise that different team members have different styles of communication and as a salon owner you need to be able adapt to those different styles when offering support.

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TOP TIPS SICKNESS

Keep a record of your staff’s absences – including dates and reasons. Have a catch-up with your employee when they return to work to see whether they are fully recovered or if any further support is required. Raise concerns if they have been absent a lot so you can offer relevant support or set out expected improvements in absence levels. Be clear and consistent in your absence reporting requirements – is a text message acceptable? PERFORMANCE MANAGEMENT

Have regular discussions with your staff regarding their performance and keep a record of these. Give examples of both good performance and where you believe that they could be doing better.

Consider providing a high-performing mentor for more junior staff. DISPUTES BETWEEN EMPLOYEES

Make staff aware that you are approachable if they have any concerns. Encourage staff to rectify the issues informally with your support. Ensure that your team are aware that you expect them to treat one another with professionalism and respect. CUSTOMER COMPLAINTS

Make your employee aware if a complaint has been received about them. Allow them to respond and talk through the treatment or service given. The NHF/NBF has launched an Alternative Dispute Resolution service to settle client disputes. For more info, visit nhf.info/disputes

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TH E I N SPI R AT ION MOOD BOARD

IS IT INSTA GRAM MABLE? 40

@brits Dua Lipa

@brits Sam Fender

Take a look at the styles and looks (the famous and the not-sofamous!) that your colleagues have been creating.

@theacademyawards.oscars Queen Latifah

@theacademyawards.oscars Adam Lambert

@brits Dua Lipa

@theacademyawards.oscars Hannah Beachler

IMAGES: GETTY / REX / SHUTTERSTOCK

Have you created a style that's a bit different? Something you're particularly proud of and want to shout about? Then post a picture to Instagram with the hashtag #salonfocus and your shot could end up on these pages.

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MOOD BOARD THE I NSPI RAT I O N BARBERS

HAIRDRESSING

BEAUTY

@james_beaumont Longbrook Salon

@thecolourroomherts The Colour Room

@nafsalon NAF! Salon

@guraykesman_lorenzo Cutters Yard

@sorella_salon_knaphill Sorella Hair & Beauty

@nailclub Nail Club

@paul_barbercode Barber Code

@mehlun HX Hair

@wahnails WAH Nails London

@fade_players Greece

@goldsworthyshair Goldsworthy's

@polishedbylearnahstarbuck Nottingham

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TH E I N SPI R AT ION W H AT ' S T R E N D IN G

FASHIONABLE OR A FAUXX PAS PAS? S? 42

IMAGES: GETTY / ISTOCK / @NAILSBYMH / SHUTTERSTOCK / @VANITYPROJECTS

Whether you embrace them or buck them, we take a look at the latest trends.

NAILS BARBERS

NAILING IT IN 2019

HEARTTHROB HAIR RETURNS

Stamping with chrome pigments, a fresh focus on embellishments – jewellerybox inspired, glitter and crystals – two-tone, animal print and neon… Nail art in 2019 is certainly embracing some striking looks. Quick, cost-effective yet showstopping – perfect these techniques and you’ll be on trend and in the money.

Think Leonardo DiCaprio, Brad Pitt DiCa s Beckham… Famous men with almost as famou D and David hair of the 1990s. hrob heartt ned curtai oppy, fl the – ts haircu hairc of David’s son Well, it’s making a comeback. And the likes and models in-dem most UK’s the of one and lyn Brook Broo with a modern twist. Richard Biedul are rocking the retro look

BEAUTY SALONS

THE UK’S PREMIUM BEAUTY MARKET IN 2018

13%

The increase in online sales of premium beauty products

20%

Buying and selling online makes up a fifth of sales in the premium beauty market – an increase of 2% on the previous year

80%

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W HAT'S TRENDING THE I NSPI RAT I O N RED REDUCE, REPURPOSE, REFILtoL impact global beauty

‘Sub‘Sub-zero waste’ is the trend set says personal care markets in the next five years, and p aste philosophy marke mark t research agency Mintel. The zero-w ed g momentum as consumers are better inform ga is gainin l resources about abou the effects of plastics, dwindling natura planet. Is t impact of human consumption on the and the this a concern for you yo salon? Should in your b doing more to you be reduc redu e your waste, repur repu pose items and encou enco rage refills?

HAIR

ACCESSORISING AT ANOTHER LEVEL

Leopard print was big business in 2018. And we’re reluctant to get rid of it just yet. It seems 2019 is the year of the leopard y print… hair. At Versace’s menswear runwa hair ’s Knorr l João mode show in Milan, matched his coat. A difficult style to pull off for the average client, but a colour you’d consider offering any time soon?

HAIR

A KINDER WAY TO DYE? Researchers at Louisiana Tech University in the US have developed a technique to dye or treat hair without using external chemicals. Tiny colour-filled molecules coat the hair’s surface without damaging its core structure. Taken from naturally-occurring clay and ‘available in large amounts at a low price’, could this revolutionise the hair industry?

High-street shops now represent 80% of the market – a decrease of 2% compared with 2017

HAD ANY THOUGHTS ABOUT WHAT YOU’VE READ? TELL US WHAT YOU THINK ON OUR SOCIAL MEDIA PLATFORMS

ENVI ENVIRONMENT

£2.7bn

Total value of the prestige beauty market

JUST RELEASED

NEW PRODUCTS A HELPING HAND EasyStrands® is an adjustable and portable hair holder, created by professionals for professionals. It can be used by salons – it is easily attached to most surface edges – freeing up your hands, allowing you to work faster. The holder can support up to 500 strands of hair, more than enough for a full head application, which saves the stylist time and money. As well as being easy to use, it keeps strands of hair straight to prevent tangling (as well as painful untangling), even colour strand mixing and brushing. EasyStrands® was launched at Salon International Autumn 2018 after two years of development and received critical acclaim from industry professionals worldwide. It was shortlisted as Best Product Innovation at the NHF/NBF Business Awards. The EasyStrands® product and accessories cost between £19.99 and £55.95. easystrands.co.uk

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SLICKED WITHOUT THE OIL Are you a Rat Pack wannabe? Hanker after the classic look from a past era? Embrace the traditions of British barbering with The Bluebeards Revenge Classic Blend Hair Tonic – cost-effective, and vegetarian and vegan friendly. It is all about giving that traditional barbershop finish without any of the oiliness of products from the past. The invigorating hair tonic is formulated with a very light hold to make hair easy to comb and style. Its modern barbershop fragrance also helps to leave hair smelling great all day long. Designed for all hair types, use as a cutting lotion or to break down product. This product retails for £9.99. bluebeards-revenge.co.uk

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TH E I N SPI R AT ION HOW TO...

1

OUR EXPERT

MARC MCCUNE

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Marc has styled in London, Sydney, Paris and Milan during his career spanning more than 20 years. He has worked numerous Fashion Weeks as a session stylist, been hired by major brands for marketing photo shoots, and is a four-time regional finalist in the Wella TrendVision competition. As well as being the owner of the Eutopia salons in Glasgow and Helensburgh, Marc is a brand educator for Sebastian.

UNDERSTAND THE REASON YOU ARE DOING A PHOTO SHOOT AND WHAT YOU ARE HOPING TO GET OUT OF IT. Is it to enter

awards, create PR images for your salon, or are you being hired by a brand to help create their promotional images? Then identify your budget, and if you want to keep costs down, bear in mind the following steps.

2

BOOK YOUR PHOTOGRAPHER. It’s good

to use people you know and trust, but it’s also good to experiment with photographers. Some are particularly good for certain types of image. BUDGET OPTION: Book photographers for shorter time slots rather than having them all day. Just make sure your models are already made-up and their hair is already done for when your photographer arrives. Also, remember

to use your own cameras or smartphones to take images or record video during the shoot – this can make some good addedvalue promotional content for websites and social media, for example.

3

BOOK YOUR LOCATION AND DATE.

Photography studios can be expensive – however, the benefit of using a studio means that utilities such as water and electricity are on hand and everything can be controlled. Outside locations are free but you are at the mercy of the conditions and there’s only limited restyling you can do between shots. BUDGET OPTION: A white wall in your salon can be a good backdrop and gives images a modern feel while you can have all your equipment at hand in familiar surroundings.

DO A PHOTO SHOOT With preparation and forethought, you can make your photography a success. We spoke to Fashion Week stylist Marc McCune for his top tips.

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HOW TO... THE I NSPI RAT I O N

4

CHOOSE YOUR MAKE-UP ARTIST. As

with photographers, there may be somebody you particularly like working with but don’t be scared to experiment with other make-up artists. BUDGET OPTION: Contact a local college and use a make-up student.

IMAGE: GETTY

5

CHOOSE YOUR MODEL.

I’m always being told about people who are pretty and could model for me, but prettiness doesn’t always translate in front of a camera. Beauty isn’t necessarily what I’m looking for, anyway – I’m looking for people who are photogenic and look interesting or striking. They also need to suit the particular style I’m intending to show. Once you have your model in front of you, be prepared to adapt your plans slightly too. Finally, before you start, make sure you and your model understand where the images will and can be used. BUDGET OPTION: I have a few ‘house models’ who I use regularly or clients who I repay with free haircuts, for example. Also, see if a model agency has any new models that need more content for their portfolios.

6

CREATE A MOOD BOARD.

My mood boards are set out like a clock face, with the theme word in the middle and ideas for the hair, make-up, location, clothing, and even model positioning and poses circling round. This gives everyone involved a clear idea of what you want to achieve with the photo shoot. Just don’t fill it with so many ideas that it gets confusing.

7

SORT OUT YOUR EQUIPMENT. If you’re

working on location, make sure you take everything you will possibly need. These days I take a 20kg case with me on shoots, with eight tongs and I always have at least two hairdryers in case one breaks.

8

10

POST-PRODUCTION.

Don’t go crazy with picking out photos to send to postproduction. Each image will cost you to be edited and you can always send more later. Don’t ask for them to be overedited – remove a stray hair here or there, but I like the finished images to look natural. BUDGET OPTION: Be cut-throat. Limit yourself to sending only four or five favourite photos to be cleaned up in editing.

BEGIN WITH CLEAN, NATURAL LOOKS on the

day and gradually build up with make-up and hair. Don’t start with heavy make-up that you’ll need to remove and crimped hair that you’ll need to wash out. Start simple and make increasingly complex looks as the shoot progresses. Photo shoots can be quite organic, so see how things develop – I try to get three or four different looks out of my models.

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If the photo shoot is to promote jewellery, make sure the jewellery is the star and the hair complements it.

BE FLEXIBLE AND REMEMBER THE PURPOSE OF YOUR PHOTO SHOOT.

If you’ve been hired by a customer to help promote their products, make sure the hair doesn’t work as a distraction.

PHOTOGRAPHIC IMAGE OF THE YEAR 2019 For details on how to enter, turn to page 49.

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WORKSHOP ALERT Would you like the opportunity to do a professional photo shoot, but don’t know where to start? This hands-on workshop will give you tips on what makes a strong image. Bring your own equipment and model and you’ll have a professional photographer and make-up artist on hand to help you get the best possible images. And you’ll get two high-resolution images to take home. When? 13 May 10am-1pm or 2pm-5pm Where? Glasgow Broadscope Studios, 146 Crownpoint Road, G40 2AE Cost? £80 if you catch the early bird rate before 29 April, or £99 after. Want to book your place or find out more? Call 01234 831965 or go to nhf.info/events The event is filling up fast, so book now!

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TH E N H F/N B F R O U N D - U P

NHF/NBF HF meets th minister with mb Rudd Amber The N NHF/NBF, represented by director of quality and standards d Caroline Larissey, was one of a number of trade bodies and organisations invited to attend a roundtable meeting in February with Amber Rudd MP, secretary of state for work and pensions. The event was an opportunity to discuss

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concerns around employment policies with the secretary of state. Ms Rudd talked about selfemployed workers, apprenticeships, VAT thresholds, small and microbusinesses and recruiting more people into the sector. She also discussed Universal Credit and its potential impact on the self-employed. Analysts have argued that the system is biased against the self-employed and may lead to them receiving considerably less money than their employed counterparts. Ms Rudd said that she wanted to build closer working relationships with the NHF/NBF, and arrangements are underway to make this happen.

WHAT’S HAPPENING? Chief executive Hilary Hall gives a brief round-up of key news and campaign messages from the NHF/NBF.

Who’s Hilary met? And what’s coming up? Hilary Hall has been out and about across the country, meeting those with influence. In Scotland, she met Tom Arthur MSP to discuss business rates. Scotland has recently implemented most of the recommendations from the Barclay Review, set up in 2017 to reform the

Scottish business rates system. The Scottish Government says it delivers the most generous rates relief package in the UK, – an estimated £750m. Hilary also met with Hefin David, chair of the National Assembly for Wales’ Cross-Party Group on small and medium-sized

enterprises, to talk lk about the challenges that Members face, such as apprenticeships and investing in training. She also met Amanda Brookes and Nicola Lloyd from the Automatic Enrolment policy team at the Department for Work and Pensions to discuss how underprepared the selfemployed are for retirement. The NHF/NBF wants to see a scheme set up, similar to pensions auto-enrolment, but for the self-employed.

SELFIE, MAYBE? We need to strengthen relationships within the political world. It means our campaigning work on issues affecting our Members and their businesses, and the hair and beauty industries as a whole too, has greater impact. Do you have clients who are MPs? If so, could you ask them if they would be willing to take a selfie with you? It’s great publicity for you both – and it means the NHF/NBF can follow up to arrange a meeting with them. If you are willing to host an MP or write a letter to your MP, then get in touch at enquiries@nhf.info

JOIN US AT THE HOUSES OF PARLIAMENT Our first ever Hair and Beauty Community Awards will be presented at a reception at the Houses of Parliament in May. The event, to celebrate the fantastic work hair salons, barbershops and beauty salons do to support their local communities, is set to raise the profile and highlight the value of our industry to MPs across the parties. Places at the event on 1 May are limited but any NHF/NBF Member salon or barbershop who has entered the awards in either of the two categories – fundraising or community impact – will be invited to the reception. For tickets, write to enquiries@nhf.info

REMEMBERING A PAST PRESIDENT Arthur Nevay, past president of the NHF, has died at the age of 98. He will be sorely missed. President from 1987 to 1989, he was responsible for raising hairdressing standards across the industry and designing the first National Vocational Qualification Levels I, II and III courses and certificates, the first structured hairdressing courses to be introduced in Britain. He was also the first person from the UK to be elected vice president of the International Confederation of the Hairdressing Trade in 1988.

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ROUND- UP T HE NHF/NBF

Allergy alert! Members working in beauty salons can receive this free allergy alert and sensitivity toolkit, which includes everything you’ll need to nip bad reactions in the bud and avoid expensive legal action: Guide to allergy alert and sensitivity testing GDPR-compliant healthcare questionnaires* GDPR-compliant consultation forms* Colourstart sample Information on Coversure’s Salonsure insurance policy

Did you know…? Is a baby on the way? Ensure a smooth maternity leave with the new NHF/NBF pregnancy and parenting guide. How much time off for appointments can employees take? How often should we stay in touch during maternity leave? What’s the law on breastfeeding or expressing milk at work? What if my employee wants to end maternity leave earlier? My employee complains she’s being discriminated against. What do I have to do? What about paternity rights? What if she gets pregnant on maternity leave?

We offer clear advice on these questions and many more: What are my rights and responsibilities? Is maternity leave compulsory?

Guide to pregnancy and parenting: employee rights in the workplace is free to download from the NHF/NBF shop at nhf.info/nhf-shop

IMAGES: ALAMY / GETTY / GEORGE MCLUSKIE

O

15 DID YOU KNOW? Employees must tell their employer about the pregnancy at least 15 weeks before the baby is due

92%% DID YOU KNOW? Employers can usually claim back 92% of Statutory Maternity Pay

This toolkit is for dispatch only. Pre-order for free (plus £10 P&P) at nhf.info/allergy-alert-system

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*Both will be provided in Word format, editable PDF and in print (an additional charge will apply to printed materials)

ne of the most popular enquiries we receive at the NHF/NBF is from business owners worried about how a pregnancy will impact on the business. From organising maternity leave and flexible working to returning to employment and breastfeeding in the workplace, the right answers to all the questions you have – and some you may not have thought of – are at your fingertips in our new maternity guide. Being aware and staying abreast of the latest developments will ensure maternity leave can be stress free for both employer and employee.

HILARY HALL, CHIEF EXECUTIVE O F T H E N H F/ N B F, S AY S : Testing for potential allergies to products or ingredients used in hair colour, including eyebrow or lash tinting, and beauty treatments such as micropigmentation and chemical peels is critical. The testing protects clients from reactions which can build up over time, even if they’ve never had a reaction before. It also provides salons with an evidence trail in case a claim is made against them. And it shows that the salon is working to the highest professional standards. The NHF/NBF guidance on allergy alert testing and skin sensitivity testing makes the process simple, quick and convenient for the salon as well as clients – and crucially, it’s all backed by Salonsure policies provided by our preferred insurer, Coversure.

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TH E N H F/N B F E VE N TS

GLITZ AND GLAMOUR IN 2019 48

The NHF/NBF’s three major events are just around the corner. Will you be entering one of them this year?

W

e are all busy people, leading hectic lives, trying to remember everything and get that ‘to do’ list crossed off. What we all too often forget is what a fantastic job we’re doing, the impact we’re making on clients, the creative styles and looks we’re originating and the overall successes we’re having across the country. These awards are the opportunity to showcase some of this, remember why we’re in the businesses we are, and what the very heart of it is all about. These events start conversations, impact on the future of the profession, recognise and reward the real creators and innovators and can raise morale immeasurably. They tell the story of the profession’s success stories. Would you like to join the ranks of those who’ve won before? Then take a moment (or three!), read the criteria and apply. Why not visit nhf.info/entering-awards for some top tips for competition success?

NH NHF/NBF Business Awards 2019 Aw The NHF/NBF NHF Business Awards celebrate the best hairdressing, celebrat barbering and beauty barberin businesses in the industry. business awards are free to These aw enter for both NHF/NBF Members and non-members alike with hair, beauty or barbering businesses.

Which categories can you enter? There are 12, four of which are brand new for this year. Best Independent Hair Salon or Barbershop (small, turnover below £200,000) Best Independent Hair Salon or Barbershop (large, turnover above £200,000) NEW FOR 2019: Best Independent Beauty Salon Best Innovation Best Client Experience Best Apprentice Best New Business Best Community Support Best Front of House NEW FOR 2019: Best Social Media NEW FOR 2019: Best Salon Design NEW FOR 2019: Outstanding Contribution to the Hair or Beauty Industry

Nominees and guests will be welcomed to the dazzling awards evening with a drinks reception and fun

entertainment at the prestigious St Pancras Renaissance Hotel in London on 17 November. The awards ceremony will then reveal the amazing winners of both the Business Awards and the NHF/NBF’s Photographic Image of the Year (see opposite), before the spectacular evening concludes with a party to celebrate everyone’s success. Last year saw Code Hair Consultants walk away with the Best Independent Hair or Beauty Salon award, and The Master Barber’s Shop crowned Best Barbershop. To enter, visit nhf.info/ nhfbusinessawards on or after 1 May, when entries open. The closing date is 26 July. Judging will take place on 12 August and the finalists will be announced on 15 August.

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EV ENTS T HE NHF/NBF

NNHF/NBF HF/NBF PPHOTOGRAPHIC HOTOGRAPHIC IIMAGE MAGE OOFF TTHE HE YYEAR EAR 2019 2 01 9 It’s back! For itss 15 15th year... The NHF/NBF Photographic Stylist of NH ogra the Year competition itio o is now the NHF/NBF Photographic Image of N grra the Year, the new making it w name n clear that we encourage beauty nco therapists and ma make-up artists to thera take part. promises to be bigger The event nt pr than ever, designed to inspire ver, de creativity eativity and generate intrigue

and interest in the professions. Entrants are invited to submit a show-stopping image or collection of images suitable for the front cover of a magazine, showcasing your styling skills. Stylists, barbers and make-up artists of all levels can enter images to be in with a chance of winning. There are four categories for entrants to choose from and they are all open to everyone: Category 1 - Male Fashion Look – single image Category 2 - Male Fashion Look – collection Category 3 - Female Fashion Look – single image Category 4 - Female Fashion Look – collection

Entries open on 4 June and close on 6 September. The judging takes place on 13 September and the finalists are announced on 17 September. Winners are announced during the NHF/NBF Business Awards ceremony on 17 November in London (see left). More information about the competition is available at nhf.info/photographic

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Britain’s Best 2019 Check out the latest NHF/NBF business and creative events… Which one will you attend? 13 MAY Glasgow – AM and PM Setting up a photo shoot workshop 13 MAY Birmingham – PM An introduction to wig styling and customisation 10 JUNE York – PM Using social media to grow your business

Want to challenge yourself to create and perfect a style against the clock at the UK’s biggest trade show? Then this is the competition for you! The national floor competition will again see stylists and barbers of all levels compete in the Britain’s Best competition, in partnership with Hairdressers Journal, at Salon International (at ExCeL in London) on 6 October to impress an expert panel of judges.

The six Britain’s Best categories are open to everyone to inspire determined trainees and seasoned pros to put their skills to the test. At the end of the competition, the talent off the stylists and barbers will bee recognised as the winner of each categ category is crowned. The categories es a are: Men’s Cutt an and Finish Female Fas Fashion Look Bridal Avant Garde ar Afro Barber off th the Year

NHF/NBF Members Mem and nd non-members non-member can enter from m the beginning of April by visiting nhf.info/britains-best. nfo/bri Entrants will first be judged udged on a photo of their chosen style and those shortlisted will take to the floor in October.

17 JUNE Milton Keynes – PM A creative evening with Anne Veck There are additional NHF/NBF events that will benefit Members, so please head to nhf.info/events to see what’s available.

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TH E E N D 24 H O U R S W IT H . . .

HILARY HALL Hilary is the chief executive of the NHF/ NBF, a position she’s held for six years. 50 My alarm goes off at… 6.40am. I run around eating breakfast and make a packed lunch with the TV on in the kitchen so I can get onto the M1 to Bedford by 7.30am.

I am responsible for…

IMAGES: SHUTTERSTOCK

working with the Board to set the strategy, review our finances, monitor membership recruitment and retention, and plan investments in projects, such as rebranding, our website, IT systems and also our people. I manage a brilliant team of 13 employees, including some part-time staff and one who is home-based. They work in four teams: membership, marketing, finance, and quality and standards.

Days out of the office… A lot of my out-of-office days are spent on policy and campaigning on the issues that affect our members and their businesses. I could be meeting politicians

at Westminster or in the devolved administrations in Scotland and Wales or with civil servants who are close to the decision-making processes. This week I met with the Department for Work and Pensions to talk about pensions and the selfemployed, and with an economic adviser for the Welsh Government on the economy and transport. It’s helpful for them to understand our sector, the challenges it faces and how policy decisions affect microbusinesses – otherwise we’ll always get ‘one-size-fits-all’ solutions. I also like to meet members to chat about how their business is going and what the NHF/NBF could do to help. It’s a great way of getting first-hand information about the issues we campaign on.

Days in the office… I’m often running team meetings or holding one-to-ones to make sure everyone knows

what’s happening as things change so fast. I’m usually working on membership services, such as our new beauty health and safety toolkits, and our new guide on allergy alert and skin sensitivity testing, or preparing for big events such as our newly launched Community Awards, which includes a reception to be held at the House of Commons, and a reception at Pro Beauty in London to celebrate the launch of the NBF.

The best part of my job… I love working on different things every day and getting to meet people.

Post-work… My husband works away a lot during the week, so we FaceTime every evening to share our news. I’ve usually got a creative sewing project on the go, which I find relaxing as it’s a complete change from what I do at work.

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Profile for National Hair & Beauty Federation

Salonfocus Spring 2019  

Salonfocus is the NHF’s award winning magazine. Created for salon owners, the pages are full of business news, industry hot topics and tips...

Salonfocus Spring 2019  

Salonfocus is the NHF’s award winning magazine. Created for salon owners, the pages are full of business news, industry hot topics and tips...

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