Salonfocus Summer 2019

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

salonfocus Showcase your business with social media

SUMMER 2019

STAND OUT FOR

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SU M M ER 201 9

contents

THE CUT 5

27

Hello and welcome Meet new NHF/NBF president Ian Egerton, who runs hair, beauty and wellness business The Stress Exchange

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The 13 things you need to know this issue From Instagram power to business rate woes and the rise of ‘hair tourism’

21 Incentives

THE BUSINESS 16 Social media Stand out for success by using one of our six suggested social media wcase strategies to showcase your business

24

COV STORER Y

Keep your staff happy to boost their performance and their client interaction

24 Loyalty schemes Research shows clients stick with what they like, so ensure you capitalise on their loyalty

THE INSPIRATION 40 Mood board

3

Is it Instagrammable?

A fresh look at bridal styles

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

27 Recruitment

21

How to find the right people to fit in with the team and help your salon succeed

44 How to... write an awards entry Winning ways to get your message across

30 Personal injury claims Make sure you’ve got adequate insurance cover in case a client takes out a claim

THE NHF/NBF 46 Round-up

32 Training Training shouldn’t take a back seat, so update to upskill

34 Client expectations Averting problems that can arise in creating copycat cuts

Key news and messages

47 Events Three sets of awards to enter and a glitzy awards evening

THE END

37 Community support We talk to the winners of the first ever NHF/NBF Hair and Beauty Community Awards

50 24 hours with...

New NHF/NBF president Ian Egerton

SALONFOCUS | SUMMER 2019

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06/06/2019 08:18 13:42 05/03/2019

19 08:18

HELLO A ND W ELCOME T HE CU T

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

NHF/NBF PRESIDENT

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

IAN EGERTON

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 advertising@salonfocusmagazine.co.uk 020 7880 6200

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

PRINTER Manson Group, St Albans

COVER Shutterstock / Carrie Bremner © 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.

ello and welcome to my first issue of salonfocus as your president. I’ve been a Member of the NHF/NBF since 2002, and I’m really excited to take on the role of president of this organisation, especially as I know first-hand how helpful it can be to Members.

For the past 17 years, I have run a successful hair, beauty and wellness business, The Stress Exchange, and the NHF/NBF has given me the support and tools to manage my business efficiently and with confidence.

I’ll be working closely with NHF/NBF chief executive Hilary Hall, the newly appointed vice president Steven Scarr and the board to establish long-term goals, strategies, plans and policies. It makes me very proud to be part of an organisation that is leading the way in supporting other business owners in building successful, professional and profitable businesses.

It’s such an exciting time for the NHF/NBF – especially as the NBF

H

Recycle your magazine’s plastic wrap.

Check your local LDPE facilities to find out how.

SALONFOCUS | SUMMER 2019

04-05 Welcome_Summer 2019_Salon Focus 5

was launched last year – and I’m really looking forward to great things ahead.

It’s an exciting time for salonfocus, too. I’m delighted to be taking up this new role at a time of change for the magazine, with the revamped issue just launched. The team received such positive feedback on the spring edition, and I can’t wait for Members to see what the summer issue has in store. I’m pleased to tell you that the magazine has already been shortlisted in the Magazine of the Year category at the TAF Best Practice Awards 2019. The winner will be revealed at the beginning of July.

We’ll let you know how we get on!

This issue's cover feature on social media is a must-read. Social media is an important tool in marketing any salon business, and mine is no exception. We employed marketing professionals to help us present a mix of interactive, informative and visual content across social media and our website. I can tell you it has made a real difference to user engagement, and increased online bookings and numbers of new clients. For Members who want to up their game on social media, we have blogs, guides and events to support business owners – head to page 16.

Aside from that, there’s plenty more packed into this issue, so grab a coffee and enjoy!

5

SOCIAL MEDIA HAS MADE A REAL DIFFERENCE TO USER ENGAGEMENT, AND INCREASED ONLINE BOOKINGS AND NUMBERS OF NEW CLIENTS

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TH E CU T I N F LU E N C E R S

THECUT

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

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INF LUENCER S T HE CU T

Instagram agr influence nc rises Move over YouTube, e, Instagram is the new king wk of influencer websites. ites According to the 2019 201 Influencer Marketing ting Global Survey from om Rakuten Marketing, ting 65% of consumers say they use ay th the social media site for its influencer content, moving er con ahead d of the th 62% who use the video-sharing platform. he video The report also found that

81%

of consumers said they had bought something after seeing a link shared by an influencer

SOCIAL MEDIA

THINKING OF USING INSTAGRAM? Here are the top dos and don’ts for making an instant and lasting impact: DO:

✔ Take your time and get your pictures right ✔ Create a consistent but individual style and tone ✔ Write captions that engage your followers ✔ Talk to your followers and respond to their comments ✔ Keep your profile up to date.

DON’T:

✘ Post too much during any one day ✘ Use other people’s photos without crediting them ✘ Go overboard with the hashtags ✘ Use every filter and effect available ✘ Follow too many other people.

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To read more on social media strategies to support your business, go to page 16 for our cover feature.

DID YOU KNOW? BARBERS

IMAGES: SHUTTERSTOCK / GILLETTE

Making history: A transgender man being taught to shave by his dad is the focus of a new advert by Gillette.

BEAUTY

Almost half (48%) of millennials believe that having a cosmetic procedure is a lot like having a haircut, according to a survey of more than 1000 UK women.

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TH E CU T BU S IN E S S

Crippled by hike Evaluation of business rates has seen many salons and barbershops feel the pinch.

We talk to two. he subject of business rates is a sore topic for Martyn Maxey. Since London’s Westminster Council revalued the business rates in 2018, he has seen his rate soar by 300%. He feels MARTYN that his hairdressing and beauty salon MAXEY Martyn Maxey in Marylebone, which has been in business 28 years, is being penalised for success. ‘You receive nothing in return. You even have to use a private refuse collection,’ he says.

Hellen Ward of Richard Ward Hair & Metrospa in Sloane Square, London, HELLEN has also been subject to a hike in WARD adds that the high street business rates. Over the past decade, is under such pressure that central she has seen them rocket from £4244 government needs to act. ‘I can’t see per month in 2009 to £11,476 in 2019. anything changing until the government ‘In just four years, our business rates starts taxing online businesses properly,’ have doubled,’ she says.

Neither of them are alone in facing hefty she says.

Such views were given a boost earlier this hikes. Larger salons are more likely to pay year when the government’s business rates, which Communities and Local are becoming an Government Select Committee increasing financial published its report High burden. A recent streets and town centres in NHF/NBF survey 2030. The report recommended found that, of those that the government looks at who paid business tax, How much Martyn’s 42% reported that their business rates rose in 2018 business rate reforms to help high-street retailers. business rates had gone Martyn wants to see a system whereby up after revaluation in April 2017. Just 13% all purchases are seen as equal no matter had seen their rates go down.

Both Martyn and Hellen feel the system where they are made.

The worst outcome would be for the needs to change. ‘Shopping habits have government to take no action. If that’s the changed with online. Business rates need case, Hellen predicts a bleak future. to be rethought,’ says Martyn. Hellen

T

THE REPORT RECOMMENDED THAT THE GOVERNMENT LOOKS AT BUSINESS RATE REFORMS TO HELP HIGH-STREET RETAILERS

300%

"

3

NHF/NBF CAMPAIGNING IN 2019 Business rates matter to you and they are on the NHF/NBF’s agenda this year. There is a focus specifically on:

1

Recognition that business rates are an outdated tax when online businesses are exempt.

2 3

Business rate reductions for small businesses.

More government support for town centre improvement schemes to help attract more shoppers and salon/ barbershop clients.

What are your thoughts on the issues? Share your opinions and experiences with the NHF/NBF team at marketing@nhf.info

IMAGE: ISTOCK

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SALONFOCUS | SUMMER 2019

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WHAT’S GROWING? T HE CU T

TRENDS

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UK beauty market looking up

IMAGES: ISTOCK

New research from Mintel has revealed the trends driving innovation in skincare, colour cosmetics and haircare in the UK: We lead the way for facial skincare launches targeting the skin microbiome – more than 37% of the world’s launches in 2018 were in the UK, followed by 21% in the US Luxury facial skincare accounted for 71% of UK launches in 2018, up from 54% in 2008; whereas budget facial skincare e launches are on the wane:

from 14% in 2008 to 10% in 2018 The UK was the leading European market for ‘clean’ colour cosmetic launches in 2018 (21%), second globally only to the US We were the fourth biggest colour cosmetics market globally in 2018, at an estimated £2.1bn – behind only the US, Japan and China Vegan haircare has trebled in the UK, rising from 6% of launches in 2014 to 20% in 2018 Gluten-free haircare also trebled, rising from 3% of all launches in 2016 to 9% in 2018 Luxury haircare accounted for 29% of haircare launches in 2018, up from 12% in 2008. Budget haircare is also rising, from 30% in 2008 to 39% in 2018.

APP GOES SKIN DEEP A biomed biomedical engineer has launched a prototy prototype of an app-based process that can a analyse people’s skin and tell them how much beauty product they need to a apply.

TOP 10

Stress busters revealed 11

What are the top 10 stressrelieving treatments, according to a study of busy mums and the variation in their heart rates (before and after)?

1. Neck and shoulder massage 2. Wash, cut and blow-dry 3. Deep-tissue massage 4. Steam and sauna 5. Swedish full-body massage 6. Pedicure 7. Facial 8. Hot stone massage 9. Indian head massage 10. Manicure

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Dr David Heath devised the app, known as the CutiTron, while researching ways of delivering drugs via the skin at Strathclyde University.

The device assesses the hydration of the skin and then draws on other information, such as the location and temperature, to recommend the right amount of a product.

Dr Heath claims the app can work with any brand and offer advice to people whether they are at home or lying on a beach.

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TH E CU T M E M B E R S U RVE Y

BUSINESS

IN THE CITY 7 DDOWWITHYOUTHELIVESTRONGEST CLIENT RELATIONSHIPS? 12

Belfast tops the list, with Glasgow coming in a very close second. Birmingham and Leeds are almost joint third, with London coming in next.

More than 40% of the 1000 survey respondents stated that

they have an especially good relationship with their hairdresser or beauty therapist.

Over a quarter have remained at the same salon for more than five years, and 11% for more than a decade.

BARBERS

How many likes?

A barber photographed sitting on the floor cutting the hair of a man with autism has gone viral with more than 55,000 likes and over 18,000 shares on Facebook.

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Scott Rice has been a barber for two years. He travels to his clients’ homes in a bid to ease the stress they experience during a haircut.

Tipping is dipping

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The number of clients tipping their stylist/barber/therapist is declining, according to a recent NHF/NBF survey of almost 400 owners.

One in four said that clients feel they’re already paying enough for their service or treatment, especially in salons/barbershops where prices have risen to cover pension and wage costs.

A small minority of clients felt that tipping is oldfashioned. But almost half (46%) of owners said that clients appreciate great service and are happy to show it by tipping.

The rise of card and contactless payments by clients means many don’t have cash for tips, said 49% of owners. They went on to reveal their reluctance to accept tips by card due to it causing payroll complications and the need to sort out tax payments.

DON’T FORGET… Declaring tips and paying tax on them is the responsibility of the team member, if they receive them directly, not the salon/barbershop owner. If tips go through the till, salon owners have to deduct tax.

For more info on how to handle tips fairly and legally, download the NHF/NBF Dealing with tips factsheet at nhf.info/dealing-with-tips

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REG ULATI ON T HE CU T

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Sharp and short Two recent launches and collaborations...

1 IMAGES: ISTOCK / SHUTTERSTOCK

An All-Party Parliamentary Group for beauty, aesthetics and wellbeing has been set up to advise on qualifications, training and standards the aesthetics and beauty industry should be working to. One of the things the group has been tasked with is to complete an independent enquiry into non-surgical cosmetic procedures. nhf.info/aesthetics-group

2

The NBF has joined forces with the Department of Health and Social Care and other industry bodies in launching a campaign to make sure clients have access to high-quality advice on cosmetic procedures. Using the hashtag #clueduponcosmeticprocedures and targeting women aged 18-35, the campaign

has some core messages for clients considering anti-wrinkle treatments, fillers, lasers and lights, breast augmentation and liposuction. These include the need to choose a reputable, safe and qualified practitioner, to discuss the expected outcomes of the procedure, not paying for the procedure until a consultation is carried out to check suitability, and avoiding group treatments, or events involving alcohol. nhf.info/clued-up

TRENDS

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Beauty habits New data collected from more than 325,000 British and Irish hair and beauty salon clients by salon software provider Versum has revealed:

BEAUTY

g Nailing wth h the growth Nail treatments enjoyed the biggest growth in beauty services in 2018. The figures come from the Mindbody app, which analysed data from around 800 million bookings in the UK.

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THE FASTEST GROWING SERVICES IN THE LAST YEAR WERE: 1. Nails

2457% 1538% 664% 556%

2. Make-up, lashes and brows

9am The most popular and profitable appointment time

Busiest with 40% of services scheduled

61% 38

The proportion of daily appointments completed by 1pm

£200

Fridays and Saturdays

The average age of a beauty client

The average spend by a client per year in a single salon

5

The number of salon visits a year

3. Hair removal

4. Tattooing/piercing

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HA IR TOUR I SM T HE CU T

HAIRDRESSING

Melissa Timperley and Mark Coray say that they have seen a rise in the number of overseas customers booking hair appointments. They explain more about these ‘hair tourists’.

WHAT’S DRIVING THIS TREND? ince Melissa Timperley opened her salon in Manchester two-and-a-half years ago, there has always been a quota of clients who travel to have their hair done there. At first, it was from places such as St Annes, the Lake District and London. But about six months ago, she noticed a rise in those travelling from further afield. The salon has had clients visit from Switzerland, Dubai, Canada, the Lebanon, Germany and Ireland in recent months. These are so-called ‘hair tourists’.

Melissa Timperley Salons is in the city’s trendy Northern Quarter. Given its links with Manchester International airport and its rail, bus and motorway connections, the city is renowned as a weekend break destination.

‘Clients from afar often tell us that they wanted to get their hair done with us, booked the appointment and then built the trip around it, which might include seeing Manchester United or Manchester City play, going to the theatre, or going to a concert at Manchester Arena,’ says Melissa. ‘We can recommend local hotels that will fit their budgets, tell them about the shows and concerts that are on, and share local knowledge on restaurants and clubs.’

S

She says the latest trend is for friends to book in for joint or triple appointments at the same time.

They can be transformed with a different cut and colour in two to three hours, and then go out to Manchester’s nightspots with a new look before travelling back home on the Sunday.

Mark Coray, who runs Coray and Co in Cardiff, also has hair tourists, including one client who travels from Vienna just to get her hair done.

‘She has had the highest client bill at £1300 for a full head of human hair extensions, cut and blow dry and colour, and purchased hair straighteners and take-home retail products,’ says Mark.

Other clients will come in when returning to visit family or, in the case of one client based in the US, checking in on business interests in Cardiff.

Both salon owners say there are almost no challenges to having hair tourists.

Melissa says that the only difficulty can be skin testing, but this is avoided by doing the test as soon as they arrive,

so they can return for colour later. And Mark says the distance poses no more of a challenge than a closure of the M4.

For more on Melissa and Mark, go to melissa-salons.com or instagram.com/melissasalons and corayandco.com

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TOP TIPS

HOW TO ATTRACT YOUR OWN ‘HAIR TOURISTS’ Social media. Instagram, in particular, is very effective at letting people know about skills and services – it’s so visual.

Style. People might see a style they like on social media, then book in with the salon online.

Reviews. New clients might already know what style they want, and they will go on to make a judgement on which salon to choose by looking at the reviews.

Awards. Winning awards gives comfort to people who want to be sure they’re in safe hands with a new hairdresser.

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TH E BU SI N E S S S O C IA L M E DIA

Social media is not just for sharing updates with friends and family – it can also showcase your business. Georgina Wintersgill looks at six social media strategies.

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S OCIA L M EDIA T HE BU SI NESS

S

ocial media is about much more than ‘likes’ and ‘loves’ or posting cat pics.

For hair and beauty salon owners and barbershops, social media marketing is a great way to attract new customers, create fabulous marketing materials, and build up a fan base of followers. And cost isn’t a concern, as you can do it yourself.

According to the Office for National Statistics, in the UK in 2018, 69% of women and 60% of men used social media last year – and that includes both current and potential clients. Jodie Cook, owner of JC Social Media, says: ‘Having a thriving social media presence that showcases your salon, its work and client testimonials can seriously influence someone’s choice.

‘The more prominent and consistent your presence, the more likely you are to catch someone as they’re thinking about changing salons and win a new client,’ she says.

So, if you’re not yet using social media to its full advantage, start today by following our expert dos and don’ts for social media success.

IMAGES: SHUTTERSTOCK

DO develop a social media strategy It may sound complicated, but in fact developing a social media strategy isn’t that different from the normal marketing you might do for your salon or barbershop.

Social media and web design expert Catherine Trebble runs social media training courses for the NHF/NBF. She advises that at the start of each year, or every three months, you should work out what you want social media to do for you.

‘It helps if you have a focus,’ she says.

‘Look at what’s going on. For example, summer’s coming and people will be

NEW CLIENTS FIND ME ON INSTAGRAM Andrei Budai opened Silky Smooth Barbers in Southsea, Hampshire, in June 2017. He says social media has really helped his business.

I learned everything I know about social media by researching it on YouTube. I did that every evening for six months when I first opened my shop.

I created a Facebook page when we opened (facebook.com/ Silkysmoothbarbers), then six months later started using Instagram (@silkysmoothbarbers). I find Instagram quicker and easier than Facebook, but it’s good to use both.

I’ve noticed people over 35 use Facebook, whereas younger people use Instagram.

Social media marketing works.

When I ask new clients how they found

us, about seven people a week say Instagram. I started out on my own, and now I’m looking for a third barber.

I tend to post every other day. On Instagram, it’s mostly pictures of our work. I do a sequence of posts: a black-and-white picture, a colour portrait and a video. I have a good camera, and use the black-and-white wallpaper in the shop as background.

My advice to other business owners is to do lots of research on YouTube, then just go for it – it will only help you. Post regularly – don’t wait for the perfect picture. That way, you can see what works and what you need to improve.

17

thinking about their upcoming holiday. So, you might think about putting together a package based around holiday prep, then creating some interesting social media posts about that.’

Jodie recommends setting measurable goals. ‘Focusing solely on follower numbers means your marketing might not actually be growing your business. Make sure you think about metrics that will genuinely help your business, such as collecting reviews for Facebook or Google, generating web traffic or taking bookings,’ she says.

DO post quality content Think about your content, making sure it’s relevant, informative, inspiring, engaging – and gives the right impression of your salon or barbershop.

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TH E BU SI N E S S STA F F

169BN

THE NUMBER OF YOUTUBE VIEWS OF BEAUTY CONTENT IN 2018

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Tani Ghaffarsedeh, social media expert for Billi Currie, says: ‘We don’t only care about numbers of followers.

It’s also about posting relevant pictures, getting inspired and inspiring other people. It’s about gaining the trust of your followers, making sure that following you is worth their time.

‘We’re on Facebook, Instagram and Twitter, and we have a YouTube channel as well. We post pictures of clients’ hair every day. Several times a year, we organise a photoshoot to show our followers the latest trends – for example, recently we did a campaign about chunky hair accessories.

‘We post tutorial videos on Instagram and YouTube. We also have competitions once in a while to engage other users who aren’t following us already, and that’s very good marketing.’

For Jodie, posting great content, such as a high-quality video of a fresh manicure, ‘will entice engagements such as likes, comments and shares’.

‘These engagements signal to the social networks that your content is interesting and relevant to people in your audience, so more people are likely to be shown it,’ she says.

DON’T ignore negative feedback Jodie advises having a plan in place for any negative comments or reviews. ‘Some might be justified, while others may be completely random and uncalled-for.

‘What’s important is that they’re

dealt with in a professional manner and that they don’t “blow up” and become a serious threat to your reputation. If in doubt, apologise for the way the customer feels and offer to speak with them on the phone. People are usually much more reasonable on the phone than online,’ she says.

DO showcase your best work Catherine recommends using social media platforms as your “virtual” style book. ‘Instagram and Facebook are picture-based, so they’re the obvious platforms for hair and beauty salons and barbershops,’ she says.

‘Don’t take the same shot of the backs of people’s heads every time – it’s important to mix it up, otherwise it gets boring. Make your salon Instagramfriendly by making sure the lighting’s good and using a lovely background.’

Tani says celebrities and, more recently, ‘influencers’ have had a huge impact on social media and the popularity of hair and beauty looks.

‘The younger generation, who are mostly on Instagram and YouTube, actually talk about influencers more than celebrities, as they’re more accessible and often more on-trend.

Some clients will pull out their phone and say they want to look like someone they follow on social media.

‘There’s more of a buzz about hair and beauty than there used to be – and that’s great news for salons.’

(See pages 34 to 36 for more about recreating celeb styles.)

ON-POINT POLICY It’s a good idea to put a social media policy in place, so that all team members are on the same page, as Liberty Rock from Kate Preston Salons (@kateprestonsalons) explains.

‘The team should know what they can an and can’t do to make sure e the salon brand is consistent sistent throughout all social media platforms and nd no GDPR rules are breached,’ ached,’ says Liberty. The salon’s 15-point policy, she adds, dds, includes the following g guidance: Social media dia may be used in the salon to show clients hair images mages during the consultation. tion. al information Confidential relating to the he salon should not be disclosed. osed. ould not be Clients should added to personal rsonal social networks; if they request to add or message essage a team member, a reply eply should be sent with the e salon’s details for them to get in touch with the FOH H team. e work done If any of the in the salon is going to be posted on n social networking sites, the consent from both the salon on and the client nt is required first. t.

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STA F F THE BU SI NESS

THINK OF YOUR SOCIAL MEDIA PROFILE AS YOUR WINDOW OUT INTO THE WORLD

"

Tani also advises taking a picture of the client’s face where possible, not just the back of their head. She says: ‘If they’re not happy for their face to be used they’ll tell us, but 99% are really happy for us to take their picture.’ And always ask your client’s permission before posting their picture on social media (see left for more on social media policy – the NHF/NBF Staff handbook includes a policy you can use).

DON’T neglect your profile You wouldn’t have a neglected-looking shop front, so don’t neglect your social media profile, either. ‘Think of it as your window out into the world,’ says Catherine. ‘Make sure notifications are set up, so you know if someone makes a comment or sends a message, and it can be responded to in a timely fashion.’

You don’t have to post every day, but consistency is key, she says.

‘If you’re consistent about posting, the social networks are a lot more likely to show your posts in people’s feeds.

Facebook has its own built-in scheduler, and I’m a great fan of it.

‘It means that if you want to upload your pictures at the end of the day, you can use the scheduler and time your posts for when people are more likely to be online.’

online. For Catherine, reviews are important. ‘When the client comes to the till and they’re delighted with what you’ve done, ask if they could do you a favour by putting up a review.

If you do that consistently, you’ll get some fabulous reviews on social media channels. That can only help your business.’

But she says the real goal is to encourage your clients to post their picture on Instagram after visiting your establishment and tag your salon. ‘You put little reminders on posters could pu around tthe salon saying: “Put your picture on o Instagram and don’t forget us.” Or get a beautiful picture to tag us. frame with wi the name of your salon over encourage clients to take selfies it and en for their social media channels.’ ‘clients are your best Jodie believes b salespeople, so mentioning them in salespeop sharing their content and getting posts, sh testimonial pictures should be the testimon cornerstone of your strategy. Being cornersto your clients should look like one of yo the best tthing ever and make everyone be a part of that community’. want to b

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SOCIAL MEDIA NHF/NBF RESOURCES BLOG: Use social media to boost your salon or barbershop – nhf.info/social-media SHOP: Guide to your salon marketing plan – nhf.info/marketing-guide

SHOP: Social media and marketing calendar

DO engage with clients

– nhf.info/marketing-calendar

Nothing beats a personal recommendation, so encourage your clients to spread the word

WEBINAR: A ‘Marketing to Millennials’ webinar will be hosted by Phorest on 23 September 2019 – nhf.info/events

SALONFOCUS | SUMMER 2019

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14/06/2019 11:19

Call today: 01325 341 596

JOIN THE UK’S TOP SALONS INVESTING IN SAKS APPRENTICES

WHY CHOOSE SAKS APPRENTICESHIPS? ĵȶʠɭ ɽŔȍȶȥ ǫɽ ˊȶʠɭ ȍǫʽơȍǫǠȶȶƎ ŔȥƎ ˁơ ʠȥƎơɭɽʋŔȥƎ ʋǠŔʋࡲ ĵȶʠ ȥơơƎ ƃȶȟɢơʋơȥʋ ɽʋŔljlj ȶȥ ʋǠơ ˫ȶȶɭ ˁǠȶ deliver exceptional service at all times! You run a tight ship and need the best on your team.

This is why we put a massive focus on the quality of our training. It ensures apprentices blossom into ƃȶȥ˪Ǝơȥʋ࡫ ƃȶȟɢơʋơȥʋ ɢɭȶljơɽɽǫȶȥŔȍɽࡲ þɭŔǫȥǫȥnj ǫɽ Ŕȍɽȶ ɽŔȍȶȥ࢚ŹŔɽơƎ࡫ ɭŔʋǠơɭ ʋǠŔȥ ƎŔˊ ɭơȍơŔɽơࡲ ĵȶʠ njơʋ ʋȶ ʋơŔƃǠ Ŕɢɢɭơȥʋǫƃơɽ ˊȶʠɭ ȶˁȥ ʋơƃǠȥǫɩʠơɽ to your own standards! They learn your business inside out and bring in a fresh dynamic of talent.

Hairdressing | Barbering | Beauty Therapy | Nail Services Hire the best! Choose Saks Apprenticeships. Get in touch for your free pack!

@SaksApprenticeships info@sakseducation.co.uk | www.saksapprenticeships.co.uk SF.Summer19.020.indd 20

06/06/2019 13:48

STA F F THE BU SI NESS

Happy employees perform better and are essential in industries such as ours that deal with the public. Here are some ways to create a happy team.

IMAGES: ISTOCK

HAPPY H

21 2

appy partners = happy customers = more profit. So said John Spedan Lewis, John Lewis Partnership founder, back in 1929 when he announced that the happiness of its staff was the partnership’s ultimate goal.

Staff happiness is still a big part of the company’s written constitution and it’s influenced many organisations ever since, from Virgin Airlines to Starbucks.

HR consultancy Reward Gateway has just been named one of the UK’s Best Workplaces for 2019 by Great Place to Work. ‘If you’re happy in your role you’ll innovate more, deliver better customer service and be more productive,’ says Catrin Lewis, the firm’s head of global engagement and internal communications.

SALONFOCUS | SUMMER 2019

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14/06/2019 09:51

TH E BU SI N E S S STA F F

that only experienced stylists, barbers and therapists, or managers, are paid £10 an hour or more, while the majority of staff are paid at National Minimum Wage or National Living Wage, depending on their age.

Salon owners must also be consistent in their approach to incentivising so that no staff are disadvantaged by the rules of the incentive scheme. ‘Be clear about the rules,’ says Laura Chalkley, head of the NHF/NBF legal helpline.

‘This will help to avoid the PENNY ETHERIDGE argument that anyone has been treated differently.’

Any measures to achieve incentive targets ‘should be based on objective criteria as opposed to a subjective view’, she says.

Making sure staff feel appreciated and happy matters to any business, but it’s crucial in salons and barber shops.

‘Happiness is essential for hairdressing, barbering and beauty because they’re customer-facing,’ says Penny Etheridge, business coach, lecturer and presenter for the hair and beauty industry.

Money matters

22

Team happiness is as important as client happiness for Sorella Hair & Beauty in Surrey.

‘Emotions are contagious – if your team is happy, your clients will be happy,’ says co-owner Joanna Moulton.

Stylists at Sorella are on a commission structure directly related to the services and products they sell. ‘Staff salaries are the biggest expense for ANNE VECK salons and barbershops, but Powerful perks if you’re incentivising for the But staff happiness is not right things then your team just about money. The 2018 members will be NHF/NBF survey taking more money,’ highlighted various she adds. factors that motivate Anne Veck, NHF/ team members, NBF Hairdressing including working Ambassador and together and making owner of two salons clients feel good (see in Oxfordshire, agrees box, right). ‘Staff that it’s essential for perks do not have to salons/barbershops to break the bank. Salons incentivise with could offer treats or money. ‘It’s hard to be discounts which will happy if you are scraping by on the motivate and prevent losing staff to minimum wage,’ she says. ‘Hairdressers, competitors,’ says Laura. barbers and beauty therapists are Phillippa Lee, director of Yaxley Hair professionals and deserve to be and Beauty in Essex, believes staff remunerated accordingly.’ happiness is not just about how much But research carried out by the people earn but about what opportunities NHF/NBF last year revealed a catch-22 are available to them and how when it comes to pay versus prices: appreciated they feel. ‘I arrange for while salon and barbershop owners are flowers to be sent to employees at the keen to reward and retain talented staff salon on the anniversary of their start members, they are also reluctant to raise day to say “thank you”,’ she says. their prices for fear of driving clients She also pays for a Christmas night elsewhere. The survey results showed out and other trips away for employees,

AS A MANAGER, YOU CAN NEVER PRAISE YOUR TEAM MEMBERS ENOUGH WHEN THEY DO A GOOD JOB

"

WHAT MAKES PEOPLE HAPPY AT WORK? Top reasons according to the NHF/NBF survey in 2018:

92% of employees said making clients feel good – 90% of owners/managers agreed.

Other top reasons for owners/managers were:

82% 73%

Working in or running a great business

Working with other team members Other top reasons for employees were:

76% 71%

Working with other team members

Using their skills and training Earning good money came

6th out of top 8 for employees and 5th for owners/managers.

For more, visit nhf.info/ wages-survey-2018

SALONFOCUS | SUMMER 2019

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14/06/2019 08:04

STA F F THE BU SI NESS

Role for recognition

and an d le lets ts sstaff taff ta ff giv give ve he her er idea ideas as fo forr th the he events even ev ents en ts sso o it i ffeels eelss llike ee ik ke a team am eeff ffor ff ort. or t ‘Over ‘Ove ‘O verr an ve and d above go good d wages, wag ges es,, the t e trick th tr know ass iss tto o get geet to t k n w your no ur eemployees mp pllo oy yeees e a individuals er di erent incentives in ndiiviidu dual als and an a nd off offer diff ffer ere ent incent en n ives e diff range choose t d to iffeeerent iff rent re nt people peo e plee or a ran a ge an g to o ch choo o see from,’ are from fr om,’ om ,’ Anne An nn ne says. sa . ‘Some ‘Som ‘S ome me people peop pe plee a r re motivated by money; m mo tiiva vateed by b targets, targe gets ts,, so ssome mee b m y mo one ney; y y; for others r time off off,, a box box x of of chocolates ch hoccol o at ates es bubbly works best.’ or a bottle bottlle of b ubbl ub bly yw ork rk ks be best t.’

TOP TIPS

FOR KEEPING STAFF HAPPY

1

Say ‘thank you’, and encourage other team members to recognise staff members. One idea is an ‘appreciation jar’ where employees write something nice about the staff member, put them in a jar, and give it to their colleague as a keepsake.

2

Consider alternative ideas to incentivise staff – such as an extra day off, letting employees work in a different salon, throwing a party in honour of a deserving staff member, or allowing an employee to bring their dog to work.

3

Offer continuous feedback.

No matter what their natural talent is, team members will develop only if they know what they’re doing well and what they’re not doing so well.

4

Use seasoned professionals from your existing team to support new team members.

While fair salaries for employees are expected and salons and barbershops are ‘very good’ at incentivising staff, recognition, personal growth and having an impact are ‘as vital for employers to recognise and use as salary while they are building their happy team’, Penny says.

For example, Phillippa gives staff the chance to take on responsibilities that they make their own, other than doing clients’ hair. And if a team member has done well at something, ‘I will tell everyone at the staff meeting and write something in our group chat’, she says.

‘Recognition is always important,’ says Joanna. ‘As a manager, you can never praise your team members enough when they do a good job.

‘We also like to thank our staff for their hard work in other surprise ways – next month we have a team day out alpaca trekking. Having these days out gives us bonus social media content that helps us attract future employees.’

23

Career progression But ‘when you hire smart, creative people, titles and salary numbers make up only a part of their motivation’, Penny says. ‘Happiness is different from incentivising.’

Giving staff the opportunity to progress in their careers, and being clear about how they get there, is also important. ‘Salons should ask themselves whether they are giving people the tools, resources and opportunities to progress, and whether they are investing in training and development,’ Laura says. ‘Not only can these measures improve retention, but working towards a clear goal can be an effective way of enhancing productivity.’

This approach will also help create a team of happy employees. As Joanna says: ‘Happy staff = happy clients = re-bookings, referrals and product purchases = more money.’

SALONFOCUS SA LON FO C US | SUMMER 2019

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14/06/2019 08:05

TH E BU SI N E S S LOYA LT Y S C H E M E S

I

t’s official: we Brits are a loyal bunch.

Research has shown that 77% of the population belongs to a loyalty scheme, with seven in 10 ( 72%) believing such programmes are a good way to reward customers.

But are salons making the most of clients’ tendency to stick around rather than shop around?

The same poll, carried out by YouGov last year, suggests that while supermarkets see almost two-thirds of Brits sign up to their reward systems, service

24

A RIGHT LOYAL AFFAIR As research suggests, clients tend to stick with what they like, how can salons capitalise on this? Helen Bird finds out why rewarding loyalty pays.

providers such as restaurants lag behind, claiming just a quarter of the population’s loyalty with their schemes.

‘The popularity of loyalty schemes does vary greatly by sector, with supermarkets one of the most subscribed to and businesses in the catering, food and leisure industry less subscribed to, potentially due to the smaller size of businesses and locality of these companies,’ says a YouGov spokesperson.

So, could hair and beauty salons be missing a trick – especially as previous findings suggest two-thirds of UK consumers are more loyal to their hairdresser than to any other brand?

According to David Smith, CEO at salon marketing and sales tool Trebbly, it’s more important than ever for salons and barbershops to cultivate customer loyalty.

Despite consumers investing more than ever in their ‘look’, David explains, visits to salons are declining in frequency from every four to six weeks to every 12 to 14.

‘This change is driven largely by the evolution of consumer style trends and access to greatly improved products,’ he says. ‘With such a shift working against us, much more needs to be done.’

And encouraging loyalty doesn’t simply mean ramping up your marketing efforts in general: the key feature of a loyalty scheme is that while it asks for more of the customer, it offers them more in return. So, although clients need to be willing to hand over personal data such as their email address, they can expect personalised, exclusive and rewarding offers for their loyalty.

End of cards?

Perhaps the most popular loyalty scheme is the card system, but has the physical card become ‘old hat’? Carey Faulkner, salon owner at BOB Salons in Bracknell and

TYPES OF LOYALTY SCHEME Loyalty cards Points-based scheme Refer-a-friend scheme Birthday discounts Free gifts when booking multiple services Competitions in client newsletters Unlimited blow-dry or treatment passes.

SALONFOCUS | SUMMER 2019

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LOYA LTY S CHEMES T HE BU SI NESS

business consultant at Boost My Salon, thinks so. ‘People nowadays have too many cards,’ he says, which is why he favours a points-based system built into a salon or barbershop’s software. This way the points – or ‘hair miles’, as Carey has branded them – are added to each client’s account when they pay, rather than being stamped onto a physical card. And they can be redeemed on both products and services, he adds.

But a previous study suggested that while a traditional stamp card may still work for smaller salons, larger businesses can find an online scheme more effective. David agrees: ‘We can take advantage of the digital age,’ he says, adding that the Trebbly tool enables clients to track their points on a tablet installed at reception. ‘Stamp cards do little to inspire and are dated; “points-per-spend” schemes are a little more practical, yet fail to inspire.’

FAST FACTS

77% of the population belong to a loyalty scheme

72% of Brits believe loyalty programmes are a good way to reward customers

60% of hair and beauty salon businesses surveyed in 2017 said developing relationships with customers is important for driving loyalty, followed closely by value for money at almost 55%

Other directions So, what are the alternatives?

Some hair salons are shunning points completely and taking a different approach to encouraging loyalty – by offering unlimited blow-dry passes, for example. For a monthly fee or pay-as-you-go, clients can book a salon-quality finish whenever they like through an app or website.

And at a relatively low cost to the salon for each service, the trend is bringing a financially viable dimension to customer loyalty.

‘Traditional loyalty schemes suck profits from the bottom line while doing little to drive engagement,’ says David. ‘Offering a “freebie” to a customer who regularly visits reduces your revenue and does nothing for the experience.’

But salon and barbershop owners could benefit from the long-term gains of this approach, says Sinead Carroll of software specialist Phorest. ‘Rather than offering discounts and money off, reward your clients with a product or service they have never had before.’ This is one concept behind Phorest’s TreatCard system, she adds. ‘By opening your clients up to these new services and products, you will get a percentage of your clients paying for these in future.’

At training school Salon Apprentice in Hull, salon manager Patricia Whiting also finds offering client

DAVID SMITH

CAREY FAULKNER

discounts on low-cost services, such as cutting, works well financially – as does communicating with clients via free-of-charge social media platforms.

‘I think a lot of businesses spend time chasing new business,’ Patricia adds.

‘We want to look after the ones we’ve got.’

25

Ultimately, there is no ideal loyalty scheme: it must be tailored to your salon’s client base, says David. By making it accessible to all clients, trackable and customisable, as well as fun and interactive to enhance client experience, you’ll be onto a winner.

SALONFOCUS | SUMMER 2019

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14/06/2019 08:06

Conscious Hair & Beauty

by Phorest Salon Software Hear from the experts on how to put sustainability & wellness at the top of your salon’s agenda.

Inspiration & Education Expert advice: Dr Denise Baden, Associate Professor at Southampton Business School, specialises in sustainability in salons.

Mental health & salon life: Sam Pearce, Founder of The Potting Shed Spa, West Yorkshire.

Sustainability success stories: Jennie Lawson Founder of Mimosa Beauty, Essex.

More speakers and information to be announced.

Venue

Tickets

Date & Time

OXO2, Level Two, Oxo Tower

For tickets & information,

Wharf, Bargehouse Street

please go to http://bit.ly/Phorest

Sunday

Southbank, London

Tickets from ÂŁ100.00 +VAT

18th August 2019

SE1 9PH

per ticket

9:30am - 2:00pm

www.phorest.com #letsgrow

SF.Summer19.026.indd 26

06/06/2019 13:49

RECRUITM ENT THE BU SI NESS

WHAT SHOULD YOU LOOK OUT FOR IN POTENTIAL APPLICANTS? GREEN FLAGS

TACTICS How do you make sure you recruit the right people to help your salon succeed?

Here are some steps to creating the best team for your business.

E

RED FLAGS

✘ No covering letter when you’ve asked for one ✘ A lack of stability in their work history – moving jobs every couple of months ✘ CV not up to date ✘ Sloppy application, with poor spelling and grammar ✘ Late for interview ✘ Appearing disinterested or dismissive when you meet them.

27

IMAGES: GETTY

very successful salon owner knows they’re only as good as their team. But building a strong team can be challenging when you’re competing with rivals to recruit the best staff, and wading through a flood of applications.

The good news is there’s a lot you can do to attract top talent and make sure you choose the right fit for your salon.

✔ The right qualifications ✔ CV or cover letter tailored to the role/business ✔ Follow-up phone call/email shows initiative ✔ Even if they’re newly qualified, a work history that reflects a strong work ethic, such as being prepared to work weekends ✔ Being well-presented and friendly at interview ✔ Showing interest and enthusiasm ✔ Knowing about your business.

SALONFOCUS | SUMMER 2019

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TH E BU SI N E S S R E C R U IT M E N T

TOP INTERVIEW QUESTIONS

28

need, and it must be Hollie Power worked in proportionate,’ says Laura. recruitment before launching the You might want someone multi-award-winning Forever who can bring energy and new Gorgeous Spa in Bournemouth, ideas, but avoid advertising for and runs coaching company a “young” stylist, for example.’

Beauty Business Superstars.

‘Salons are all competing for staff, but there are just not Interview time enough candidates,’ she says.

Once you have your list of ‘Candidates want to work in candidates, it’s on to the allplaces that have a strong brand, important interviews. Lisa good reviews, and a high profile, Oakhill, founder of Agent Cuts, a so I will highlight those things specialist jobs website for hair through my job adverts.’ industry professionals, Salon owners need to advises: ‘Write down HOW TO AVOID be mindful of your questions, and employment law be sure to jot down LEGAL PITFALLS implications in the notes.’ The NHF/NBF List skills you recruitment process, recruitment guide require for the role advises Laura Chalkley, (nhf.info/recruitmentand reasons why, head of the NHF/NBF guide) includes and record how legal helpline. They suggested questions, each applicant should be careful to as well as a template measures up avoid discriminating application form.

Keep in mind you against a candidate on ‘When the candidate can’t select or rule any of the ‘protected is nervous, it can out candidates characteristics’, be easy to take over based on age, including age, sexual the conversation. disability, gender orientation, race, Remember: you’re reassignment, religion, disability interviewing them. marriage status, pregnancy and and gender.

Pay attention to what maternity, race, ‘If you are setting out they’re saying. religion or belief, a requirement for a ‘You may want to sex or sexual candidate to possess a see proof of work or orientation protected characteristic, ask them to bring in Use the template there must be a genuine models, so you can see

WHAT DO YOU KNOW ABOUT MY BUSINESS? The more knowledge and enthusiasm for who you are and what you do, the better.

Q

WHAT ARE YOU LOOKING FOR FROM YOUR NEXT OPPORTUNITY? Get an idea of their expectations of the role – and if they match with yours.

Q

WHAT ARE YOUR FUTURE ASPIRATIONS? Opening their own salon in a decade? Great!

Opening one this year? No thanks!

Q

HOW WOULD YOU COPE ON A BUSY, PHYSICALLY DEMANDING DAY? Find out if they can hack the pressure and workload.

Q

DO YOU HAVE ANY HOLIDAY OR TRAVEL PLANS THIS YEAR? If they have holidays booked in during your busiest periods, it might not work out.

Q

IF YOU COULD WORK IN ANY JOB IN THE WORLD, WHAT WOULD IT BE? Catching them off-guard with a surprise question can elicit an honest answer, and help you delve a bit deeper into who they are and what they want.

Q

For more suggested questions, go to nhf.info/recruitment-guide

application form from the NHF/NBF recruitment guide (see link, right)

SALONFOCUS | SUMMER 2019

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RECRUITM ENT THE BU SI NESS

the quality of their work,’ Lisa says.

Hollie points out that not everyone is confident but they still deserve a chance. ‘You want to see if they have potential you can develop.’

New recruits When recruiting trainees, there’s always the possibility that apprentices will drop out part-way through or fail to turn up. A survey this year by the NHF/NBF found that 39% of hairdressing, barbering and beauty employees found recruiting apprentices difficult.

But with the latest Trailblazer apprenticeship standards, businesses in England that take on 16- to 18-year-olds pay nothing towards the cost of the apprenticeship – and they get an

incentive of £1000, as does the training provider (see more at nhf.info/trailblazer-apprenticeships).

Lisa says that when you’re training an individual, ‘you want to know that you have their commitment to ensure you’re investing your money and time in the right person’. She adds: ‘Seven out of 10 apprentices stay with their employer once their training has been completed.’

Apprentices ‘are keen to pick up and learn as much as possible, giving you an enthusiastic and motivated employee’, she says.

Don’t rush in Even if you’re low on staff and customers are walking away because you’re so busy, try not to rush in, cautions Lisa. She suggests references, and to look out getting refe ‘reliability and honesty’. for ‘reliabil period can give you time A trial pe know staff, monitor their to get to kn work and ssocial skills, and make sure they fit in with the team, Lisa advises. ‘You ‘Yo do not want this to happy home, putting unsettle a h you back to square one.’

TOP TIPS

FOR JOB ADS

1

Mention the benefits: Tell them what you offer and capture their attention straightaway with a title such as ‘Salon manager’, ‘Great location’ or ‘Fantastic bonus scheme’.

2

Encourage reading: Add headlines such as ‘enthusiastic’ or ‘target-driven barber’ and bullet points, where possible. Keep the ad clear and engaging.

3 4 5

Try a different approach: Every job is different so every job description should be, too.

Avoid using the same tired text.

Check and check again: Silly mistakes could reflect badly on your brand.

Don't let them get away: Add a sense of urgency with phrases such as ‘apply today’ or ‘don't miss this incredible opportunity’.

Source: the team at agentcuts.co.uk

29

WHERE TO ADVERTISE Use your own social platforms by posting roles and asking followers to tag potential candidates. Offer clients a voucher as a ‘sweetener’ if their recommendation ends up as your hire.

Try using targeted Facebook advertising to get your ads appearing in the feeds of potential employees in your area.

Tap into the knowledge and networks of your team, who might have friends in the industry looking for a new position. Younger team members could also help to connect you with the newest, buzziest social platforms.

Try job sites such as Indeed, or specialist industry recruitment sites such as Agent Cuts. You could even post jobs on Gumtree. Mix up your approach and see what’s most effective, and be prepared to change it as the online world evolves.

Contact local colleges or training centres, and spread the word to soon-to-be qualified students via physical or virtual noticeboards.

SALONFOCUS | SUMMER 2019

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14/06/2019 10:58

TH E BU SI N E S S P E R S O N A L IN J U RY C L A IMS

I MARK LOWERYWILTSHI TSHIR WILTSHIRE

s the hair and beauty industry threatened by a rise in personal injury claims? Malcolm Tarling, spokesman for the Association of British Insurers, thinks it’s possible.

He tells salonfocus: ‘There has been a rise in compensation culture. The marketing by claims-management firms can encourage frivolous and sometimes fraudulent claims, all of which are contributing to a rise in premiums.’

The problem has reached epidemic status in some areas, and legislation is due to come into effect next year to reduce the number of claims relating to whiplash.

There is also talk of a clampdown on holiday gastric sickness claims.

A Google search for ‘salon claims’ reveals many lawyers itemising what people might claim for, from burns due to hair dyes to chemical peels, and salon owners are now fearing they may be next in the firing line.

Keeping evidence

30 DEBBIE DIGBY

The threat was real for Debbie Digby, founder of the Feathers salon group in Essex.

In 2017, she was hit by a solicitor’s letter accusing one of her salons of negligence.

After whiplash and food poisoning claims, are salons and barbershops next in the firing line for no-win, no-fee lawyers?

SALONFOCUS | SUMMER 2019

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PERS ONA L INJURY CLA IMS THE BU SI NESS

TOP TIPS

ESSENTIAL STEPS TO FOLLOW Where necessary and appropriate, all staff should:

1 2

Provide information to the client about the treatment or procedure.

Advise on possible side effects or risks to the treatment – don’t scare the client, but be honest.

3

4

Perform an allergyalert test to check for potential allergies and sensitivities (see Which toolkits do the NHF/NBF offer?, below right).

IMAGE: ISTOCK

Inform the client about the products and tools used in the treatment prior to gaining consent.

level of injury or harm that’s caused, but a ‘The letter itemised 10 actions that had typical amount for a minor or temporary apparently caused damage to their client’s injury is £1000 to £4500, while more hair and therefore rendered us negligent,’ severe and permanent injuries can range she recalls. between £4500 and £7000. Either way, However, on closer inspection, she claims can be costly.’ realised there were several elements Every salon should ensure it has in the claim the salon could prove appropriate insurance weren’t true and so she and keeps all its urged her insurers to fight documentation for a the claim, rather than COVERSURE long time. It’s also vital settle out of court. to educate staff about Debbie says: ‘It took 26 DISCOUNT FOR YOU Members can obtain a health and safety pages of evidence that 20% discount on practices and customers included skin-testing Coversure insurance. about risk. records, strand-testing, Visit nhf.info/insurance ‘Health and safety comprehensive for more details. is up there with the consultation, work financial aspects methods, photographs, – it’s one of the most policies, procedures, important things a salon owner does,’ correspondence, witness statements and says Debbie. four witnesses. We were lucky. Many Mark agrees: ‘When it comes to injury salons are unlikely to have all this prevention, everyone needs to ensure that evidence at their disposal.’ health and safety is reviewed frequently.

Keep a constant eye out to identify and Counting the cost rectify hazards, and ensure you are According to Coversure, the average claims cost for personal injury in 2018 was following the guidelines.’

‘It’s worth the effort,’ says Debbie. £3732 – up from £2303 for 2017. That’s a ‘Insurance is there so that, if an accident worrying 61% rise year-on-year. occurs, the client is compensated. But you Mark Lowery-Wiltshire, Coversure also need to be ready to face claims that affinities sales manager, says: ‘The cost of a personal injury claim will depend on the may not be legitimate.’

31

WHAT SHOULD YOU DO

IF A CLIENT BRINGS A CLAIM AGAINST YOU? Don’t panic Provide the name of the insurance company and policy number Do not admit anything or engage with the client’s solicitor Collect all the information and pass it on to your insurer/ insurance broker, and they will deal with it from there.

NEED NHF/NBF SUPPORT? If you have received a complaint from a client that you can’t resolve, the new NHF/NBF Hair & Beauty Mediation service and its Alternative Dispute Resolution process can help. Visit nhf.info/ client-complaints To access the free 24/7 NHF/NBF legal helpline, call 01234 831965.

For information on beauty parlour syndrome (also known as hair salon stroke

syndrome), go to nhf.info/ salon-stroke-syndrome What should you do to remain professional? What are your commitments to clients and staff? To see the NHF professional code of conduct, visit nhf.info/ code-of-conduct

WHICH TOOLKITS DO THE NHF/NBF OFFER? The NHF/NBF has developed an allergy-alert testing toolkit.

It is free to Members (£10 postage charge). Client information sheets and record cards can be re-ordered free (£4.50 postage charge).

See nhf.info/colour-card A beauty and allergy sensitivity toolkit that covers skinsensitivity testing is also available. See nhf.info/ beauty-allergy-kit

SALONFOCUS | SUMMER 2019

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TH E BU SI N E S S T R A IN IN G

P

lanning for it.

Rescheduling rotas to work around it.

Paying for it. It’s easy to see why staff training can sometimes fall off the radar. But these are small sacrifices compared to the benefits of keeping your employees motivated, up to date, consistent with co-workers and on-trend, says Sue Beattie, HR manager at Enfield-based salon 77 The Hill. ‘Training answers most problems,’ she enthuses. ‘When we refitted the salon three years ago, we researched what customers wanted, and what they felt we could improve. One piece of feedback was that we lacked hair extension skills.’

Fast-forward to today, and all 10 of its staff have an annual development

plan, a training workshop every three months, and sessions with internal and external experts at least every six weeks. (And extensions are covered – in fact, 77 The Hill has an ambassador for this, plus other skills staff want to be experts in.)

‘The strategy we take is not to make everyone excellent at everything, but to give someone a key skill they become known for,’ says Sue.

Investment Happy staff are also productive staff, and those who feel invested-in return the favour with loyalty and customer satisfaction. ‘Businesses lose people when staff no longer feel equipped to do their jobs properly,’ says Edward Hemmings, the director of education at Alan d Hairdressing Education.

‘It’s easy for salons and barbershops

to fall into the trap of thinking they know their customer-base, but they can quickly find they’re left out of touch.’

Going external As a professional trainer for 25 years, Edward advocates external providers and the fresh perspective they can bring to training. ‘We have fashionfocused teams,’ he explains. ‘There are clear trends, and it’s vital salon or barbershop owners stay ahead.’

Internal training, Edward suggests, can be more of what people already know. ‘People can get stuck in a rut of doing the same thing.’

The cost of external providers can make some business owners think twice. But there are plenty of ways costs can be diluted, according to Sue. ‘When someone comes back from an external course, we get them to train

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In the busy world we live in, staff training can take a backseat.

We take a look at why it shouldn’t.

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TRA INING T HE BU SI NESS

WHAT DO THE STATS SAY? You’re not legally obliged to provide learning and development (just essential health and safety training), but all the data suggests you should. Research finds 56% of staff would quit their job if their employer halted it, while 31% admit they’ve already done so. According to Glassdoor – the employer rating site – such is the value staff place on development, that 19% say they would prefer this to a pay rise.

NHF/NBF Members can call 01234 831965 or email enquiries@nhf.info for further information.

out a mutually beneficial training plan, and any retention issues are nipped in the bud immediately.’

She adds: ‘At my salon we require two-year retention as quid pro quo.

We have this formally drawn up (see Need more info?, below), but in my experience, if training is planned properly then it’s not often needed. Staff want development and are thankful for it.’

Become known as a developer of people, and not EDWARD HEMMINGS only will staff stay, but customers will be happier, and business will grow. Says Edward: ‘Salons that train quickly build reputations locally – both for attracting talented staff and new customers. It really is DEBBIE CURRIE win-win.’

the rest of the team.’ Also, because 77 The Hill uses a specific colour brand, it can usually get enough free colour training credits to have the company’s instructors come in and train at least two staff.

Plan, prepare, retain The key, argues Debbie Currie, director of Billi Currie Salon, and who also runs Debbie G Training (and is a mentor for Step Up & Shine – the NHF/NBF scholarship giving one hairdresser £2500 for learning and development), is to have a plan. ‘You need to show training is an ongoing commitment,’ she says. ‘Yes, there’s fear people will leave, but typically, all that needs to happen is for bosses to work

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NEED MORE INFO? up to six months after completion of the course – 100% 6-9 months after completion of the course – 75% 9-12 months after completion of the course – 50%.

New to apprenticeships? Fear not. We can support you with everything you need to know – from how much to pay, to contracts, advice on integrating with payroll, and how to do performance management reviews. Visit nhf.info/beautyapprenticeships-and-training for more.

56%

19%

of staff would quit their job if their employer halted learning and development

Such is the value staff place on development, that 19% say they would prefer this to a pay rise

THE STATS

Whether it’s further advice about managing the costs, help with training contracts, information about qualification prerequisites for certain beauty therapist treatments, or any other further information on why continuous professional development matters, NHF/NBF Members can access a wealth of information at nhf.info/beauty-training The NHF/NBF contracts include the following scale outlining the costs employers can recover should staff leave during, or soon after, training: While the course is ongoing or

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TH E BU SI N E S S C L IE N T E X P E CTAT IO N S

More and more clients are asking stylists to recreate their favourite star’s new look at breakneck speed. We look at what you can do to manage their expectations.

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T

he cult of celebrity is not new. What has changed, however, is the rapid growth of social media, where celebrities post pictures of their latest hairstyle or colour, but fail to show the tricky stages in between. As a result, customer expectations of what’s achievable within their budget and timescale are becoming increasingly unrealistic. So, what can be done to manage such demands?

Advising on what is suitable for hair type, face shape and lifestyle is essential, says salon owner Jamie Stevens. ‘Clients bring in pictures of a celebrity or influencer and think having the same hairstyle will make them more like them. Yet most of them have had a professional photographer take these shots with the perfect lighting and edit.’

Today’s influencers One of the most popular current looks, for example, is ‘the Khloé Kardashian’.

‘Khloé has gradually gone to white blonde and has had to sacrifice length to achieve that colour. Clients often come in to the salon with an image of her, or their favourite celebrity look, and ask for the same style,’ Jamie says.

Many celebrities also use hair extensions and wigs, says Jamie. ‘Wigs are so realistic that clients don’t actually believe it when you tell them the celebrity is wearing one.’

Salon and business owner Alexia Kyriakou says: ‘If they’ve seen Kim Kardashian with it on Instagram last night, they want it today. The most popular balayage and blowdry look is Gigi Hadid at the Met Gala, and the most popular fringe is the Zooey Deschanel.’

The quest for change One of the biggest differences Alexia has noticed is customers asking for

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IMAGES: SHUTTERSTOCK / GETTY / ALAMY

CLIENTT EX E PECTATIONS ATIONS TIONS ONS N S TTHE HE H BU B SI NESS SSS

huge colour changes rather than subtle highlights. ‘Clients want to go from brown to Nordic blonde, silver grey and pastel colours in one session, but such a dramatic change requires constant upkeep with blue shampoo and pastel toners,’ she says. This has changed the way her business operates. ‘We only work with clients on a one-to-one basis, where previously we could see one client while the colour was taking on another,’ she says. ‘Our standard service time used to be 2.5 hours, but we regularly book out whole days for one person now and have the option for two stylists to work on major colour changes.’

Alexia has also noticed that salons are now expected to provide a number of other beauty treatments. ‘There’s been a big increase in my clients having nails, eyebrows microbladed, lash extensions and Botox regularly,’ she says.

Jacqui Darby, the owner of Dermaspa, says: ‘Brows are really important now

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CLIENT’S EXPECTATIONS

HOW TO MANAGE THEM

1 2

Take the time to listen to exactly what the client wants but then don’t be afraid to be completely honest about whether it’s actually achievable.

Always explain that certain hairstyles work better on certain people. Tell clients what you feel will or won’t suit their particular hair type, colour and face shape.

3

Highlight and outline the unrealistic nature of Instagram photos with their countless filters and the fact that they have likely been taken after hours of studio styling with the right lighting and professional cameras.

4

Be realistic about the fact that certain hairstyles, cuts and colours will need extensive maintenance to carry on looking good and will possibly mean frequent return visits to the salon.

5

Always inform clients that certain hair procedures can damage their hair.

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TH E BU SI N E S S C L IE N T E X P E CTAT IO N S

when it comes to grooming and drawing attention to the eyes and shape of the face.’

Be realistic, be honest

36

Carmelo Guastella, barber and image consultant, points out that it can be difficult for hairdressers to convince a client a certain look is unachievable, especially when they’ve seen various shots of it on social media. ‘As hairdressers our aim is customer satisfaction and while we don’t want to refuse or disappoint, we also don’t want to recreate a look that causes long-term hair damage or is difficult to maintain,’ he says.

It’s essential for the hairdresser to build a good relationship with the client but they also have to be honest.

‘You need to tell them certain styles simply won’t work,’ says Carmelo.

‘We need to remain professional and in control, while empowering our clients to make the correct decision regarding their look.’

Consult, consult, consult Jamie says that providing a thorough consultation at the start is key. ‘The consultation is there to discuss goals and desires of the end result. Maintaining healthy hair is an absolute must and a thorough consultation allows time to explain the technical process and also the upkeep of the look,’ he says.

KEEPING A CLIENT TEMPORARILY HAPPY IS NOT AN OPTION FOR US – IT’S NOT GOOD FOR BUSINESS

"

says Jamie. ‘Keeping a client temporarily happy is not an option for us – it’s not good for business.’

The problem is that too many people focus on getting a quick fix, rather than overall wellness, says Sally Baker, a senior psychologist.

‘Lots of women are looking to enhance or update their look, but this may be partly down to the fact they have low self-esteem.’

Ultimately, says Sally, the link between how you feel and how you look is not a quick fix. ‘If someone is frequently asking for change or for an unrealistic look they have seen on a celebrity, they may need to try and work on how they feel on the inside rather than just focusing on their external appearance.’

So perhaps that’s something salon and barbershop owners, stylists and beauty therapists should bear in mind, when the next client comes through the door clutching an image of the latest celebrity transformation?

Think long-term happiness Hairdressers also need to think about the long term. ‘We take pride in being honest with our clients so we offer advice that will benefit their look, as we don’t want them to be disappointed when either their hair fades or they don’t receive their end goal in that one appointment,’

HOW THE NHF/NBF CAN HELP The NHF/NBF provides a number of usefull services and guides, including: The importance of client consultation – nhf.info/client-consultation Guide to delivering outstanding client experience – nhf.info/client-experience-guide de e Guide to handling complaints – nhf.info/complaints-guide Dealing with client complaints – nhf.info/client-complaints (including information on the new Hair & Beauty Mediation service).

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COMM UNITY S UPPORT THE BU SI NESS

FLAIR T IN THE he hairdressing, barbering and beauty elite gathered in May for an awards event like no other.

This time, it wasn’t their technical prowess, business acumen or creative flair being celebrated but their kindness and charitable efforts.

And since so many hair salons, barbershops and beauty salons are doing great work to support their local communities, the NHF/ NBF Hair and Beauty Community Awards were launched this year to give something back to those who are giving back themselves.

From fundraising to cutting hair in hospices to helping those with medical hair loss, salon and barbershop teams across the country devote their time to help local charities and projects – using their unique position as the hub of the community.

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May 2019 saw the first ever NHF/NBF Hair and Beauty Community Awards ceremony at the Houses of Parliament.

Claire Jones spoke to the winners.

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TH E BU SI N E S S C O M M U N IT Y S U P P O RT

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‘Salons really are the backbone of the high street, so we’re here to celebrate what a fantastic industry we work in, as well as recognising what an amazing contribution salons make to their local communities, often as the unsung heroes,’’ said NHF/NBF chief executive Hilary Hall from the Houses of Parliament, where the reception took place.

Overall winners were picked under two main categories – fundraising and community impact – with four more entries in each receiving a ‘highly commended’ nod. Handing out the awards was Kelly Tolhurst, minister for small business and small business commissioner Paul Uppal, while NHF/NBF past president Agnes Leonard said: ‘We were blown away by the number of inspirational entries we received, which highlighted to us just how much businesses in the hair and beauty industry do for their local communities, and for national and local charities.’

Read on to find out who the worthy winners were...

FUNDRAISING WINNER The Head Gardener Inverness-based salon The Head Gardener took home the top fundraising award after collecting an incredible £200,000 for the Highland Hospice – a place close to salon director Alison McRitchie’s heart since they cared for her father. ‘I want all the folk of the Highlands to be able to access all the care and attention my family received when we needed it most,’ she says.

Alison’s fundraising efforts saw her take part in sponsored runs, a duathlon and epic cycle rides in India and Southeast Asia. She even roped in a couple of clients for the most recent ride, from Vietnam to Cambodia. ‘They came in for a cut and colour and ended up signing up.

It’s a dangerous place to be in my salon!’ she laughs.

But the biggest fundraiser was ‘Stylish in the North’, an event that Alison came up with when she realised clients were fed up with media images of the young and skinny.

‘We asked the good folk of the Highlands to nominate who they thought was stylish,’ she says. ‘Our grand final featured people ranging from a young exec to an incredible lady with nine grandchildren who totally nailed it in pink Dr Martens!’

Alison’s salon team was also involved in the fundraising, taking part in a 24-hour ‘hair-a-thon’ and donating all takings from a Sunday opening to the hospice. Most recently they also did the hair on three consecutive nights for another Highland Hospice event, ‘Strictly Inverness’.

What makes her achievements even more amazing is that Alison was herself diagnosed with breast cancer and later a melanoma. But despite this, she already has another fundraising event lined up for 2020. Why is she so passionate about helping others? ‘You have to have fire in your belly and passion in your heart for your cause,’ she says. ‘We would never excel at our chosen craft if we didn’t have those two qualities. That goes for anything we do.’

WE WERE BLOWN AWAY BY THE NUMBER OF INSPIRATIONAL ENTRIES WE RECEIVED

"

COMING NEXT If your salon or barbershop is involved in helping your local community, the NHF/NBF Business Awards are now open for entries, with a category for Best Community Support in association with The Hairdressers’ Charity. Members and nonmembers can enter for free at nhf.info/nhf-business-awards

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COMM UNITY S UPPORT TTHE HE BU SI NESS

WHO WAS HIGHLY COMMENDED? IN THE FUNDRAISING CATEGORY:

Lesley McDonald Hair & Beauty in Troon, a brother and sister team who walked, ran or cycled ed 60km per week, as well as climbing Kilimanjaro, raising £24,000 for cancer and children’s charities. ies.

Eden Skin Clinic in London raised enough money ey to give five children operations for cleft lip, cleftt palate and other facial deformities.

Changes Hair Design in Milton Keynes raised over £3000 for Prostate Cancer UK through baking cakes, dressing-up days, a community fund day, raffles and a 10km obstacle course.

Skin Deep Hair in Plymouth sadly had a stylist who had a stillborn daughter. The whole team decided to raise money for the charities that had supported the parents through their grief. They held a charity ball, which raised more than £12,000.

IN THE COMMUNITY IMPACT CATEGORY:

Beauty with a Conscience in Glasgow, a social enterprise offering high-quality beauty treatments.

The salon gives meaningful work experience to students and donates 100% of its profits to a hospice.

Deborah Alfa in Birkenhead offered wig-fitting services for women with cancer and set up a health and wellbeing community hub to provide facials, manicures, pedicures, oncology massage, scar massage and counselling, plus monthly coffee mornings for women to meet together.

Code Hair Consultants in Lowestoft set up a mental health awareness programme called ‘Cut Out the Stigma’ and appointed a mental health first-aider. The salon provides silent or private appointments, access to counselling and distraction aids to relieve anxiety.

Spencer Lynch Hair & Beauty in Benfleet asked clients to donate sanitary products and toiletries to help women and children suffering from domestic violence in a socially and economically deprived area.

COMMUNITY IMPACT WINNER John Belfield International Winner of the community impact award was John Belfield International in Newcastle-under-Lyme in Staffordshire – in particular for its work supporting a hostel that shelters women and children escaping domestic violence.

The salon team, and even clients, laid on Christmas lunch and gifts for those staying at the hostel, which can take up to 16 mothers and their children. Owner John Belfield felt it was a worthy yet overlooked local cause, which is why he decided to help. ‘The hostel has to be discreet and because of that it gets forgotten,’ he explains.

And the salon’s community work continues through every season, with staff suggesting charitable causes and coming up with ideas for fundraising including cake sales, sponsored events, a 24-hour cut-athon and donation schemes – such as clothes for the children at the hostel.

John’s advice to other salon and barbershop teams wanting to give something back? ‘Just ask for what you need. People will help, even if they don’t want to organise something themselves.

‘You don’t have to be wealthy, but if you put yourself out, you can make a difference.

People will join in and take an interest and help if they can.’

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TH E I N SPI R AT ION MOOD BOARD HAIRDRESSING

IS IT INSTA GRAM MABLE? 40

@bridal_hairstylist Southampton

@bridal_hairstylist Southampton

Take a look at the bridal styles and looks that your colleagues have been creating.

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.

@theartfulhairstylist Hollywell

@botiashairandmakeup London

@bridal_hairstylist Southampton

@bridalhairmakeupessex Bury St Edmunds

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MOOD BOARD THE I NSPI RAT I O N MAKE-UP

NAILS

@theartfulhairstylist Hollywell

@kristinagasperasmua Dorking

@drybylondon London

@hairbyilmaas Manchester

@botiashairandmakeup London

@beautybylucy01 Fleet

@michaelgrayhair Bury St Edmunds

@kristinagasperasmua Dorking

@luxglasgow Glasgow

@amm_team London

@botiashairandmakeup London

@drybylondon London

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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 FAUX UX PAS PAS? S? Whether you embrace them or buck them, we take a look at the latest trends.

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NAILS

NEUTRAL, IMPERFECT OR TWO-TONE

IMAGES: GETTY / SHUTTERSTOCK

MAKE-UP MAK

KEEP IT NATURAL

Muted peach, coral and caramel tones are dominating catwalks and beauty shows, offering a perfect nude shade for all skin tones. Also, on trend is the imperfect manicure – for the woman perhaps too busy to get her nails done regularly. Create the look by dabbing on polish to encourage gaps, pply a top deliberately smudge nails while wet, or over-a appear half ures manic make to tips x perple Add coat. ent, try the finished. To make a more fun, bold statem a gloss finish with black sleek or – ure manic ned two-to mers. custo your to bring out the rebel in

Monochrome looks alist m and minim cosme cosm tics are set to th high street hit the shades at er after make-up artists opted for neutral s this summ created were looks tic drama New York Fashion Week. While glitter lips, some bold as such e, featur out stand one using t completely. makemake up artists did away with colour almos

RETAIL

THE UK’S HEALTH, BEAUTY AND WELLBEING MARKET IN 2018 Retail has struggled over the last year with 7550 more shops closing than opening.

Here's how hair and beauty bucked the trend:

813 495

more barbers opened than closed

more beauty salons opened than closed

SALONFOCUS SA LO N FO C U S | | SUMMER SALONFOCUS SPRING 2019 2019

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W HAT'S TRENDING THE I NSPI RAT I O N THE CURLY BANG!

e, of Thanks to Netflix stars like Natasha Lyonn Than Ross, the Ellis Tracee s actres and fame, Russian Doll Russ htcurly bang is in! Gone are the days of straig curly the hail to set looks n seaso this s, haired haire fringe advice overhang. Stylist Ted Gibson has some top : don’t use a blunt cut. Also, make sure sa for salons curly bangs are a little th long side and on the the brow to be hit below prevent embarrassing bounc boun e back.

FACIAL HAIR

SUMMER OF THE ‘STACHE

According to Men’s Health magazine, it’s the Summer of the ‘Stache, and they’re trending harder than ever right now. Help your customers boost their confidence and swagger by maintaining their ‘lifeguard mustache’. Expect increased requests to create a soft pyramid shape, going from the edges of the nose to the corners of the mouth.

HAIR

RETURN OF THE PERM It’s back! The iconic look of the 80s is making a comeback, but it’s less corkscrew and more soft curls, creating a gentler look.

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more nail salons opened than closed

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

HAIR

40%

The percentage of retailers within the

health, beauty and wellbeing category that continue to dominate the top 10 categories for growth

JUST RELEASED

NEW PRODUCTS SUMMER-READY HAIR Two new limited-edition hair care launches from Balmain should keep luscious locks under control this summer!

The Balmain Paris Hair Couture Limited Edition Summer Sets contain a trio of full-sized hair care products.

The Luminous Blonde Summer Set maintains cool-toned blonde hair. The illuminating shampoo’s deep pigments counteract unwanted warm tones, and keep blonde shades looking cool. And the Summer Rituals Set brings the wow factor to waves. The texturising salt spray delivers flexible hold, body and humidity resistance.

Both sets include sun protection spray, which contains UVA and UVB filters, and shields strands against the ravages of sun exposure. They also include a white care comb featuring the golden Balmain logo – perfect for detangling after swimming and showering.

The salon price is £23.75 and the recommended retail price is £47.50. balmainhair.co.uk

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COLOURCODE THOSE LOCKS Go colour crazy this summer with Advanced Pro Salon’s latest ColourCode shades for exceptional coverage.

The salon professional permanent/demi dual colour range features 117 beautiful shades, each of which is directly infused and enriched with ProPlex technology, argan oil and vitamins C, E and B5, resulting in unbelievably healthy hair with a truly envious shine. Achieve astonishing results straight from the tube, producing richer, deeper, multitonal shades.

ColourCode’s ingredient-rich formula is also ammonia-free and fragrance enhanced, providing a better experience for both clients and colourists. Advanced Pro Salon offer a full range of ProPlex infused pre-lightening bleaches, peroxide crème developers, wet range and styling.

ColourCode 60ml tubes start from £5.26 per tube. Introductory offers are available. advancedprosalon.co.uk

SALONFOCUS SA LON FO C U S | SUMMER S UM M E R 2019 2201 9

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

1

THINK ABOUT WHY YOU ARE ENTERING AND WHAT YOU WANT TO GET OUT OF IT.

Then choose your category sensibly.

With awards, the key thing to remember is that you are aiming either to win or to get to the final. Don’t enter because it appeals to you on a personal level – if you don’t have a chance of winning that category or getting to the final, there’s not much point entering. Be strategic and think about the other likely competition. If one category is particularly competitive and you might have more chance in a less popular category, go for that one.

This is not for your ego; it’s to help grow your business.

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2

READ THE CRITERIA VERY CAREFULLY AND ANSWER THE SPECIFIC QUESTION. I’ve judged many

awards over the years and quite often people don’t answer the question they’ve been asked. Whether it is a photographic, business or even a local or regional award, answer only what you’ve been asked and don’t go off the beaten track.

OUR EXPERT

EMMA SUMMERSBY Emma is director of Summersby Media, a specialist hairdressing PR and social media company that has worked with brands such as Wella Professionals, Hot Tools, ASP Affinage Salon Professional, Russell Eaton and Mark Leeson.

Previously, Emma spent more than a decade working as the associate editor at Hairdressers Journal International and is no stranger to judging various hairdressing and business awards.

WRITE AN AWARDS ENTRY Awards are a fantastic way to grow your business and prove your expertise.

We spoke to hairdressing PR specialist Emma Summersby about how to create the ultimate awards entry.

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

3

TAKE OUT ALL THE WAFFLE. BEING CONCISE AND USING BULLET POINTS CAN BE HUGELY EFFECTIVE.

Put down all the information the judges need so that it is quick and easy for them to find. Go through your writing and take out all the words that are fluffy and meaningless – don’t use 10 words to say something when you can use five.

Too many words can weaken the overall entry.

4

GET SOMEBODY ELSE TO READ IT.

Even professional writers find it very hard to proofread their own work, so it’s worth having at least one other pair of eyes looking over your entry.

Find somebody you trust who has a good grasp of English grammar and ask them to edit your entry. Make sure the text flows well and uses correct English.

5

STAY ON BRAND WITH YOUR PRESENTATION. First

impressions are very important so make sure the presentation of your award entry reflects your brand. Your salon may be all about tranquillity and organic lifestyles, but if your award entry is really popping and stylised, it won’t get your brand message across.

You don’t need an expert designer to create your presentation – have a go at doing it yourself, with the help of design apps, such as Canva.

IMAGE: ISTOCK

6

afraid to be a bit different. If you put time and effort into your entry, it will really show, but it doesn’t have to cost much. I actually think judges prefer entries that have obvious effort and personal thought rather than paying a pricey design agency to make something amazing. That said, typing an entry on a bit of paper and submitting it in a plastic folder is not good enough for professional industry awards. Get the balance right between looking professional, but still being personal to your brand.

7

UNDERSTAND THAT IN TERMS OF THE PR, BEING A FINALIST IS ALMOST AS GOOD AS WINNING THE AWARD. It doesn’t matter that

much if the awards sticker in your window says finalist or winner – both give you a big tick of approval.

Also, clients don’t always understand what all the different awards are, so again, choose awards that you think you have a chance of winning.

8

ONCE YOU’VE WON OR REACHED THE FINAL, MAXIMISE THE PR OPPORTUNITIES. People are

often so pleased they’ve achieved what they set out to do, they forget to tell everyone.

Publicise your success locally by contacting radio stations, newspapers and bloggers. If it was an industry award, then connect with the trade press and trade organisations and tell them. Awards success is not the end of the campaign, it is the start.

CREATE AN AWARD ENTRY THAT WILL AMAZE THE JUDGES. The

hair industry is all about the final look and perfection, so your award entry should look amazing, too. I’ve seen awards delivered on iPads, I’ve seen them mounted in wooden folders, I’ve seen them presented in a box on bits of polyboard, I’ve seen them on A3 boards with sketches all around.

Think outside the box and don’t be

ENTER NOW! Why not use these tips to craft an entry for the NHF/NBF Business Awards 2019? They celebrate the best hairdressing, barbering and beauty businesses in the industry and are free to enter. The closing date is 26 July.

For more information, go to nhf.info/nhf-business-awards

LET'S GET VISUAL

TIPS FOR A PHOTOGRAPHIC ENTRY CHOOSE YOUR MODELS CAREFULLY. You can have the most amazing hair and make-up on the planet, but if the model isn’t strong or her hands aren’t attractive, your entry is not going to be recognised or appreciated.

CHOOSE YOUR PHOTOGRAPHER CAREFULLY. If you’re serious about winning, it’s worth looking to see which photographers are having success at the moment.

BE VERY CLEAR ABOUT WHAT YOU WANT TO ACHIEVE WITH PHOTOGRAPHIC WORK. It’s very important that everybody involved is fully briefed.

HAVE A THEME. With any collection, and especially for award entries, it’s important the images work together.

45

EYE CONTACT IS KEY. Sometimes you will need to photograph the finished look from the side, but judges will always be drawn to eye contact.

TRY NOT TO JUST COPY PREVIOUS IDEAS. Judges know when entries are versions of concepts that have been done before.

TRY TO REMEMBER EVERYTHING! Think about clothes, make-up and work with your photographer to get the right lighting and the right backdrop.

MAKE SURE YOU CAN USE THESE PICTURES AGAIN. Photo shoots are not cheap, so have some further use for these images on social media, marketing, or on your own website.

THIS ISN’T A RETOUCH COMPETITION. Judges will see through heavily retouched images and it will go against you.

Put your styling to the test with the NHF/NBF Photographic Image of the Year 2019 competition. Entries close on 6 September. For more information, go to nhf.info/photographic

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

managing and reducing their carbon emissions and usage.

Who? ?A Anne Veck, the 2018-19 Hairdressing Ambassador airdr What’s been awarded? Anne’s Oxfordbased chain of salons has become the UK’s first certified carbon-neutral hairdressing business. She’s achieved the Carbon Footprint Standard CO2 Neutral certification.

What’s this? It shows Anne’s salons have adopted best practices in

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What do they do? The salons use BlueGenCeramic fuel cell technology to convert gas to electricity to help heat water and the building; infrared heaters made from recycled materials; compostable towels; energy-efficient LED lighting; and recycled card and paper for all stationery, to name but a few. Congratulations Anne from all at the NHF/NBF! Keep up to date with what our Ambassadors have been up to by visiting nhf.info/ambassadors

government seems to have little appetite for regulation, but it has just launched its ‘Clued Up on Cosmetic Procedures’ campaign, which the NHF/NBF is supporting.

Hilary visited CODE Hair Consultants, winners of the NHF/NBF Best Independent Salon Award last year, to meet Peter Aldous, their local MP. They talked about business rates, apprenticeships and mental health. Peter also attended the NHF/NBF Hair and Beauty Community Awards, where CODE Hair was highly commended.

WHAT’S HAPPENING?

Hilary met with Lee Waters, the deputy minister for economy and transport in Wales to talk about the NHF/ NBF campaigning topics, and with Ben Crudge from the Welsh Government about business rates.

Here’s a brief round-up of key news and campaign messages from the NHF/NBF.

Caroline and Hilary were part of an invited audience to listen to a speech by secretary for state for work and pensions Amber Rudd on the future of work. She mentioned a consultation on statutory sick pay and changes to sanctions on universal credit.

Out and about Chief executive Hilary Hall and director of quality and standards Caroline Larissey have been travelling across the country, discussing and debating those issues important to NHF/NBF Members. These are just a few of the people they’ve met…

to save for pensions, Hilary met with them again to plan further research on salon owners and their retirement plans. She’ll be visiting the Low Pay Commission in July to discuss the NHF/NBF response to its consultation on wage rates for 2020 and beyond.

After taking part in a Department for Work and Pensions workshop on encouraging the self-employed

Caroline discussed modern apprenticeship funding for hairdressing with Jamie

Hepburn, minister he Scottish m burn, the ministe for business, iness, fair work and skills, and a Scottish training tra provider. She’s optimistic that funding will be changed at the next review.

Caroline met with the advisers to Jackie DoylePrice, undersecretary of state for the Department of Health and Social Care, who takes a close interest in cosmetics and aesthetics. At the moment the

Hilary and salon owner Martyn Maxey attended a round-table meeting on tips, chaired by a representative of the Department for Business, Energy and Industrial Strategy.

They discussed the upcoming legislation and potential unintended consequences for employers.

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Aw win for NHF/NBF Ambassador m

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ROUND- UP T HE NHF/NBF

What’s ne new? w?

We’ll soon be publishing three new Member guides to help make it easier to run your business.

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The first is on how to handle no-shows and late cancellations, which can be frustrating and damaging. It shows you the steps you can take to cut the number of these in your salon. Part of this is having a clear policy that sets out how much notice clients should give if they want to cancel and in what circumstances you will charge a no-show or late-cancellation fee. The guide includes a template policy.

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The second guide looks at the law on selling products and services. You need a working knowledge of these rights and your responsibilities.

This guide explains the main laws and what they mean for face-toface and online selling, pricing and payment rules, advertising, and dealing with cancellations and complaints.

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The final guide focuses on advertising law and the codes of practice you must comply with.

For example, it explains the strict requirements for advertising beauty products and services, and new rules on gender stereotypes. It also covers pricing, including special offers and credit agreements, and basic standards all adverts must meet.

All of these guides will be available on the NHF/NBF website at nhf.info/nhf-guides in the coming months. So, watch this space!

AARE YOU READY FOR THE GLITZ AND GLAMOUR? Hurry! There’s still time to enter three of the NHF/NBF’s most exciting events of 2019 – Britain’s ds Best, the Business Awards and the Photographic Image of the Year.

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Britain’s Best 201 2019 The national floor competition will see stylists and barbers of all levels attempting to impress an expert panel of judges in eight categories of the Britain’s Best competition, held in partnership with Hairdressers Journal at Salon International at ExCeL in London on 6 October.

CLOSING DATE: 30 August FIRST ROUND OF JUDGING: 11-12 September NHF/NBF Members and nonmembers can enter for free by visiting nhf.info/britains-best If you are considering entering any of our awards, visit nhf.info/ entering-awards for some top tips for competition success.

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EV ENTS T HE NHF/NBF

NHF/NBF Business Awards 2019 The NHF/NBF Business Awards celebrate the best hairdressing, barbering and beauty businesses in the industry, with 12 award categories designed to highlight remarkable excellence. The awards are free to enter for both NHF/NBF Members and non-members.

CLOSING DATE: 26 July JUDGING: 12 August FINALISTS ANNOUNCED: 15 August To enter, visit nhf.info/nhf-business-awards

WHICH AWARDS CATEGORIES CAN YOU ENTER? Britain’s Best 2019 Men’s Cut and Finish Ladies Commercial Fashion Look Bridal Hairdresser of the Year Avant Garde Stylist of the Year Afro Stylist of the Year Barber of the Year HJ’s Extension Specialist of the Year Classical Look HJ’s Extension Specialist of the Year Creative Look

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NHF/NBF Business Awards 2019

NHF/NBF PHOTOGRAPHIC IMAGE OF THE YEAR 2019 For this year’s NHF/NBF Photographic Image of the Year, entrants are invited to submit an image or collection of images that showcase styling skills and techniques, suitable for the front cover of a magazine. Stylists, barbers and make-up artists of all levels can choose to enter any of the four awards categories.

CLOSING DATE: 6 September JUDGING: 13 September FINALISTS ANNOUNCED: 17 September To enter, visit nhf.info/photographic

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

NHF/NBF Photographic Image of the Year 2019 Male Fashion Look – single image Male Fashion Look – collection Female Fashion Look – single image Female Fashion Look – collection

The winners of both the Business Awards and the Photographic Image of the Year will be announced during the NHF/NBF awards evening at the St Pancras Renaissance Hotel in London on 17 November.

Visit nhf.info/events for updates.

DATE FOR YOUR DIARY The NHF/NBF Welsh Awards will be taking place on 3 November 2019.

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

IAN EGERTON Ian is the new president of the NHF/NBF. 50 My alarm goes off at… 6.30am and, if I’m going to the office, I’m on the Tube by 7.40am. However, there is no typical day, as I work and travel a lot.

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I am responsible for… a mix of activities and elements for my businesses and the NHF/NBF. I distribute my time to work on specific projects at dedicated times; this helps me remain productive! I have been an NHF/NBF board member for eight years, so am very familiar with those duties but, now that I’m president, my role is more varied. With a strong CEO and excellent head office team, the president’s role is to oversee elements of the business, as well as chair board meetings and attend functions, be that industry, government or other events.

Days with the NHF/NBF… Prior to board meetings, all board members will prepare by

reading their notes and be ready to follow the agenda, which is often filled with a mix of updates about ongoing and future projects. Prior to meetings, I would typically discuss the agenda with the CEO and read through all the meeting papers. On the day, my role is to chair the meeting, lead debates and help the board achieve positive outcomes to the benefit of Members.

Days at my salon, T he Stress Exchange… In 2003, after 25 years, I stopped working on the salon floor. I did this to focus on running the business and, to this day, I absolutely love being in the salon (where my office is based) and working with my team.

My typical day involves meetings with team members, reviewing numbers, liaising with suppliers (be that about marketing, training

events or accounts, to name but a few). My creative side is fed through helping my team achieve their goals, seeing others learn new skills and the joy of seeing guests leave the salon looking and feeling fantastic.

The best part of my job… Both as a salon owner and as president of the NHF/NBF, it is being involved in an industry that I am absolutely passionate about.

Post-work… To relax, I practise yoga and do strength training at the gym. Living in London means there are always friends and colleagues passing through town, so I’m always busy!

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