YEAR 7 ISSUE 2
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08 Editors Letter 58 Snippets
10 Connecting within the Community By Fana Lole 12 What’s the Difference By Lance Liufau 22 Artisan Collective 26 Unity Amongst Barbers By Lance Liufau 46 What’s Hiding in Your Hair Products By Arthur Chan
14-15 WEAT at Hair Biz Forum 16 Barber Boys Barbery Salon Takes out Top Australian Award
18 Barber Base By Annika Akerlund 20 Barbering is like Music By Xavier Pina Silva
24 Do You Appreciate Your Apprentice By Sam Squires
28 For the Boys By Sam Squires 30 If Life gives you Lemonade By Dr John Barry
33 Panasonic Professional Hair Clipper
HAIR EXPO MENS HAIRDRESSER/ BARBER OF THE YEAR FINALISTS 34 Dmitri Papas 35 Gregson Gastar 36 Hermiz Daniel 37 Joe Ribera 38 Josh Mihan 39 Jules Tognini 40 Kawada Lambert 41 Tori Gill 42 Uros Mikic 43 Yuki Kano
BLOG SPOT 48 Paul Frasca 49 Justin Herald
50 Customers Tap. You Save 52 How Do I Get My Staff to Perform By Kym Krey 54 Barbershops are Trending Big Time 56 Top Marketing Tips
BARBER SHOP PUBLISHER
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Lance Liufau email@example.com
ADVERTISING MANAGER Nina Barbara firstname.lastname@example.org
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CONTRIBUTORS Lance Liufau Kym Krey Fana Lole Arthur Chan Xavier Pina Silva Sam Squires Dr John Barry Paul Frasca Justin Herald
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After experiencing one of this years most exciting and largest hair events of 2018, HairBiz Forum, it was quite clear as to what stood out the most, being repeatedly talked about throughout the day, and that was EDUCATION. Education was spoken about in many ways. It is offered directly through schools and brand companies and it is also offered through other independent educators and outlets as well. I personally think this is absolutely amazing because on the regular, I constantly get messages about how and what is the easiest way to get into the barbering industry and how to be educated. In this day and age, I have seen so many people varying in age, sex, and race wanting to get into our craft. This excites me so much, because now there are so many options as to how these people can gain access into the barbering industry and also learn and hone their skills. I’m sure you will agree with me when I say that in the next five to ten years we will experience another surge of rapid growth and the greatest joy in that is being able to witness the greatness that will unfold in some of these young barbers coming up. More major hair events are coming up very soon and I want to encourage all of you to attend at least one of them. You will be surprised as to how much you can take from these events and you will also be surprised as to how much involvement the barbering side of things have at these events. I look forward to seeing you all there and if I haven’t met you before I look forward to meeting you for the first time and talking all things barbering. “Never Stop Learning, Stay On Your Grind and Keep It TopShelf”. Yours Sincerely,
Lance Liufau Editor – Barbershop Magazine
Connecting Within The Community BY FANA LOLE
I’ve been cutting hair on and off since I was 17, but it was more of a hobby when we couldn’t afford haircuts, so I used to sneak my grandfather’s clippers and pretty much hack into my brothers, mates, and even the kids in the neighbourhood’s hair.
10 Barber Shop Year 7 Issue 2
My late Grandfather, (who’s original first name was Lole before changing it when he became a Chief), loved the responsibility of being the barber of our family. It was pretty scary at the time though because he was half blind and used to always clip our ears, but we really loved him for taking great pride in looking after us. We moved here to Brisbane in July 2008 and I picked up a job working in scaffolding before moving into the tunnelling industry, working on the Clem 7, Airport Link and Legacy Way. After 7 ½ years of construction I knew it was time for a change. Although the money was great, it wasn’t what I was about, my wife and kids were everything to me and I felt like I was missing out too much working 12 hour shifts 6 days a week. I wanted and needed to find something that would allow me to spend more time with my young family. After making the decision to finish up with construction, the search to find another job began and it actually became quite a stressful process. Around the same time, we were fortunate to find a local Church and began attending weekly service. God was then and still is now a massive part of our lives and this journey. At that point barbering and opening a business, wasn’t even a thought or a way to actually earn a living. Attending church services and men’s conferences made me really understand PURPOSE and the importance of living life with a purpose rather than trying to just fit in here and there. No one knew I could cut hair when I first came to Brisbane and it wasn’t until a friend of mine needed a cut and then all of a sudden people were lining up at my house wanting haircuts. Behind the chair I found that I wasn’t just a Barber but I became a brother to complete strangers, I was somebody who needed to share stories and testimonies, sharing with dudes that were going through hard times, even connecting people and business, all of this was happening whilst sitting on my chair. To cut a long story short, this is where I found my purpose, in my garage. The decision to open a shop was a bit of a daunting one given that I didn’t have any business experience but I knew I loved what I started in my garage and wanted to explore it more. I really didn’t know where to start and the process required a lot of faith and prayer and then before I knew it, everything started falling into place. First step was for my wife and I to complete our Cert III in Business Administration and from there Lole’s Barber Shop, named after my Grandfather “Lole” Leau Masinalupe Maiava was birthed. The response from the Community was overwhelming! We created an environment where people from all walks of life could come relax and connect, tell jokes and just talk about anything and everything while getting a fresh cut. A place where once you’ve taken our seat, you were the only person that mattered and not being treated like a number proved to be a successful formula to creating the most loyal customer base around, something we truly treasure. I have an amazing team around me and I have had the honour of passing my Barbering knowledge on to them while they in turn continuously teach me daily the importance of my role as a leader and they really make the business what it is. I couldn’t do much without having the right staff who believe in our vision and work really hard to see it through. One of the things I love the most about having the business is we can use it as a platform to connect with other local small businesses and promote their services to the Community. We are also fortunate enough to be able to sponsor local sports team and participate in different charity events such as ‘The World’s Greatest Shave’ and ‘Cuts for a Cure’ in schools and the local hospitals as well as shaving the local Men who participate in the annual Movember movement. We also donate a lot of free hair cut vouchers to fundraising campaigns and raffles and even little things like that make you feel like you are contributing somehow. My favourite thing though would be getting involved with sports with the young kids in the area. I’ve had the pleasure of coaching both of my sons at our local Springfield Lakes Hawks Rugby Union Club before moving onto coaching my daughter’s Ipswich Falcons U12 Touch team alongside my wife Shelleigh. Shelleigh also co-ordinates the Springfield Lakes Junior Touch summer module that typically sees around 300 kids play touch on Friday nights at the local fields. This provides a platform for kids to learn new skills, make new friends and get fit in the process. Again, something the community has really embraced. A lot of people don’t understand why I love barbering a much as I do, but it’s given me a platform to not only provide for my family, but to also give back. It’s the opportunity to give back that makes me show up every day. It doesn’t always have to be about great haircuts or money, as I truly believe the greatest gift you could give someone is your time. From being behind the chair I’ve learnt that meeting new people and building great friendships and really focusing on relationships is paramount to a happy life. The most important thing really is relationships. Firstly with you’re family and then with the boarder community. Greater Springfield is a thriving development and we feel blessed to be part of this awesome Community. We continue to grow with the City and have made some wonderful connections in the area. The sense of ‘Community’ is very much alive here and we are honoured to be a part of it. Instagram: @loles_barber_shop
11 Barber Shop Year 7 Issue 2
What’s The Difference? BY LANCE LIUFAU
I have something on my mind, in fact this has been on my mind for a very long time and what I wanted to do was write this piece and find out from the barbering/hairdressing community what they think about my thoughts. I am interested to hear whether or not you agree or disagree, whether you think that I am overthinking it or whether you think that I am completely wrong.
Any answer will do, for I am not writing this to start a war or conflict or an activist movement, rather just a conversation if you will. So here it goes, for quite some time now I have thought long and hard about what we do as barbers and the time and effort we put into trying to perfect our craft. Being a barber on the floor day in and day out, I understand the struggles of striving to cut well, uphold an uplifting conversation and trying to do so as swiftly as possible without making our client feel rushed. I will begin with an experience that I had many years ago whilst working in a hair salon/barbershop. Now there was absolutely nothing wrong with where I was working in fact I enjoyed working there, I had my own workspace where I was given the freedom to provide service to my clients and be able to discuss matters of which men usually discuss within the barbershop without disturbing the women who were also receiving services in the hair salon. One particular day I am performing my usual tasks, as a barber should, I provide my services, I escort my client to the front desk and begin to complete the transaction process. As I finish up my client’s transaction, I wish him farewell with a smile and I proceed to make my way back to my workspace. Simultaneously as I am returning, a gentleman had just
finished getting his haircut but from one of the senior stylists in the hair salon, which don’t forget, resides within the same work place just metres away from one another. But the difference is, when the price was given to the gentleman, it was an entire twenty dollars more than what I had just charged my client only moments before. I immediately thought to myself, “hang on, was there anything different that the senior stylist may have done, that I didn’t do”? “Was the result of which was achieved by the senior stylist any different or performed better”? All these types of thoughts were starting to roll through my mind a hundred miles an hour and I just could not seem to think of why it was, that this gentleman was made to pay a whole twenty dollars more for his service than my client did. Then I thought back to the very beginning and the differences in the education that we receive when we start out in the hair industry and I thought, “could that be it”? Could it be that because hairdressers have to go through more modules or have to endure more years as an apprentice, this is why they have the right to charge more for their men’s services”? I then started looking into matters further by asking around to different barbers, barbershops, stylists and hair salons to see if this was the same across the board. 12 Barber Shop Year 7 Issue 2
It turns out that this is the case everywhere. To this very day I have still yet to receive a solid answer or a proper explanation as to why this is the way things are? So I thought I might take advantage of the reach that we have here in the Barbershop Magazine and ask our readers what they think about this subject and what they feel when they read this and to see if we can work collectively as one unit to get to the bottom of this so that I can put my mind at ease. But I also ask please do not lose sleep over it and most important please do not let it consume your mind that you start to dwindle in the quality of your work. Like I said in the beginning of this piece, this is just a conversation between you and me, as I find this to be very interesting and worthy of debate. Until we speak again, keep up the great work that you are doing because without you all, the barbering industry would not be the great industry that it is today. I would love to hear from you. Please email firstname.lastname@example.org Much Love, Lance Liufau Instagram: lance_topshelfbarber
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14 Barber Shop Year 7 Issue 2
What a day! The 9th annual HairBiz Forum was back, bigger and better than ever at the Brisbane Exhibition and Convention Centre, to a sell-out crowd. The new venue of the Boulevard Room placed the catwalk front and centre with the audience almost within touching distance of the action. Much-loved hosts Troy and Zara welcomed the crowd like old friends, building the energy expertly with their hilarious banter and on-point quips, creating an amazing buzz to kick off the day. The new fast-paced format was a unanimous success, with a jam-packed program featuring over 30 Creative Artists and Business Speakersmore than ever before! A highlight of the event was of course the barbers! Yes! Our favourite barbers were back…. well… it wouldn’t be a Forum without them, now would it? Explaining the ‘need for speed’ as essential for profit in a barber business, Jake Putan and Lance Liufau shared their secrets to achieving sharp, slick looks and smooth fades in under 20 minutes. We saw an extreme makeover from shoulder-length to zero fade in under 15 minutes using the range of Wahl cordless tools as well as condensed fades over the ear, blending to longer length at back. Capped off with a parade of exquisitely groomed dudes in sharp suits, the crowd were well pleased, getting fabulous value for money here. The Wahl Education and Artistic Team (WEAT) is proudly sponsored by
HAIR BIZ FORUM WILL BE BACK IN 2019. STAY TUNED FOR THE SAVE THE DATE AND FULL LINE UP!
Barber Boys Barbery Salon Takes out Top Australian Award Celebrating a year in operation in February 2018, Barber Boys Barbery salon is situated in the Adelaide CBD, adjacent to Rundle Mall, one of Adelaide’s largest shopping precincts. Taking out the title of Best Barber Business at the 2018 Australian Hair Industry Awards was the icing on the cake for one of the newest stars in Adelaide’s leading family owned and operated barber company. Owners Don and Anna De Sanctis have styled Barber Boys Barbery salon as a benchmark of traditional barbering, with state of the art facilities and genuine good old fashioned service within a highly competitive market. Launching in February 2017, the salon has grown into a barbering sensation within the Adelaide CBD and boasts a large, multigenerational male-only clientele that has grown steadily since first opening its doors. It is the 10th outlet within the thriving Barber Boys empire, which began with a single shop in Adelaide’s Central Market Arcade 13 years ago. There are now 11 Barber Boys salons, with four more planned to open in 2018. The group is renowned for all the warmth and familiarity of the local family barber and offers the full spectrum of traditional barbering services at the highest standard combined with first-class client care. Every staff member undertakes consistent and rigorous training to ensure the quality of service provided is second to none. Whilst upholding the solid reputation and family values of the Barber Boys brand, every barber at the Barbery salon is taught to carry their own unique personality and style on the shop floor, catering to the wide cross-section of customers that frequent the busy salon. Staff are of varied ages and backgrounds; they all bring their own spice and colour to the business and it is this variety that truly defines the Barber Boys Barbery voice. Specialising in all facets of barbering including first haircuts, modern men’s styles, cutthroat razor, beard trims, special occasion packages and discounted rates for students and pensioners, Barber Boys Barbery salon has truly developed a culture across generations. Echoing a Brooklyn, New York barbershop vibe, the salon interior has a warm inviting ambience with exposed brickwork, recycled oak benches, flashes of raw iron and copper piping and an ostrich skin feature lounge. Nostalgic music croons from the speakers; there are shoe shining facilities and world- class coffee on offer. Clients enter the shop and immediately feel welcomed and relaxed. Barbery is also the hub for the mandatory weekly Barber Boys training sessions, where managers and senior staff are paired up with apprentices and younger members of the team to act as mentors and offer advice and support throughout the start of their career. Weekly training sessions also includes a warm dinner
for the team members and their models, who are usually close friends and family, so in whole Barber Boys is one big family, with a culture to match. The stringent education Barber Boys offers its team members is as much about customer service as it is about honing skills. Staff are encouraged to approach each customer as if they were a family member - with respect and dignity. They are taught to listen and engage with guests honestly and sincerely to enhance the client experience. When it comes to cutting and barbering techniques, Barbery stylists are trained weekly at the company’s CBD academy by educators from inside the Barber Boys group plus special guests artists and experts from within the barbering industry to ensure they are on top of the latest trends and can expertly deliver the finest and freshest looks available.
2018 AHIA Best Barber Business, Barber Boys, Barbery Salon Sponsored by Wahl Professional
David Grant, CEO Wahl Australia with Don De Sanctis
The connection the Barber Boys Barbery salon team has with its clients doesn’t stop when a customer leaves the salon. Guests are kept in touch using a variety of platforms, from the Barber Boys monthly e-newsletter, the Barber Boys loyalty program and social media channels, offering special discounts, products and exclusive Barbery salon incentives and news. Barber Boys salons and the group as a whole is intrinsically connected to its local community. The company provides sponsorship for an array of sporting activities and events including football, soccer, car racing and boxing. The team man pop-up barber shops at special events and provide services free of charge to sectors of the community in need. They also 16 Barber Shop Year 7 Issue 2
Owners Don and Anna De Sanctis are heavily involved in charitable initiatives such as fundraising events for children in need and charity rides with motorbike clubs. High levels of community engagement and supporting the interests of customers is excellent for growing the Barber Boys brand and the salon business. Congratulations to the Barber Boys Barbery Salon. A true benchmark of excellence.
BY ANNIKA AKERLUND
I’m a traditional barber, classically trained in old school barbering techniques. After completing my trade in 2016 under Jimmy Rods barbershops, I continued to work closely with the company as an educator, until February this year.
I think as barbers we have the ability to make a decision every day, to bring what we want to the trade. We decide what kind of service we offer, what kind of workmate we are. We decide how we impact the people in our chairs, and those working around us. Each time I step into the barbershop I make the decision to bring what I want to the trade. I make sure that what I stand for in this industry can be reflected through my work. Since relinquishing my role at Jimmy Rods, I have focused my attention on delivering what I feel is most important to the barbering industry. I’ve been putting in work to build Barber Base, an app for the men’s hair industry, delivering culture soaked education from the best barbers in the world - anywhere, anytime. I’ve been working with influential barbers from the US, UK and Europe to share their knowledge and passion on the Barber Base platform, because everyone deserves to learn more. The Barber Base app features: • Networking forums • Education portals • Interactive assessment • 3D modeling tool • Q+A sessions • Video tutorials from the most influential names in the men’s grooming industry from across the globe.
an apprenticeship, and the real skills that people need to learn. The skills that people want to learn. Education is the key to our industry. Without it, we can’t empower ourselves with the skills to grow our individual value and that of the industry itself. Anyone can get from A to B, but an understanding of the path taken and why it’s travelled is much more powerful than the destination itself. This translates through the discourse we take as barbers in our professional careers, and also in each service we provide. Along with all of this I have also had the opportunity to join the Andis Global Education Team. At Hair Expo 2017, I was hanging out around the Andis stand and Jessica Zeinstra - the global education manager for Andis - introduced herself. Since then I’ve had to opportunity to work alongside some of the best educators in the world, as part of the Andis Global education team spreading knowledge in the trade. So if you support learning and positivity in the trade, go and join www. barberbase.com and get better at what you do. Be a part of something bigger. Thanks for reading, Annika. @overcombs @barber.base
A margin exists between that of the minimal standard of education considered satisfactory in 18 Barber Shop Year 7 Issue 2
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Barbering is like music…
It’s an art that no one can fully master BY XAVIER PINA SILVA
Although now based in Brisbane, I was born and raised in Nice, France, and have been in the hair industry since I was 7 years! As a kid I would watch my mother, a dressmaker, work with her hands to create masterpieces. She is an inspiration and instilled in me a love for precision work, leading to a career in barbering. In 2010, I had the opportunity to go to the Parisian Hair expo, and I decided that hair was what I wanted to do. I started my hairdressing career in Nice, where I learned the foundations of hairdressing at a salon. There I started doing lots of men’s cuts, I starting to enjoy cutting short hair and looked forward to trying out new styles. It was a very good start as I was free in this salon and people were very open to trying creative haircuts.
Then I came to Melbourne and discovered the barbering culture of Australia. I started working with an exceptional Men’s Hairdresser from the UK (Des Young), who taught me about the movement of the hair and the texture and the shape and I haven’t looked back since! I knew barbering was the best match for me as I worked in different barbershops, learning more and more as I travelled around the world. I then came across Jimmy Rod’s Barbershop in Brisbane where I am based today.
new and upcoming trends and I feel that all barbers would benefit greatly by having an understanding of the basics of hairdressing.
Then I moved on to Paris and got work in highend salon. I was a colourist’s assistant and was lucky to have been educated by one of the best educators in France, Stephane Amaru. I have taken part in many hair shows, stage demos, exhibitions, photo shoots, and competitions since then and this experience also included work with a fashion designer school. As a team we entered many competitions and won the best artistic team for hairdressing awarded by Schwarzkopf.
VISION OF BARBERING
Having recently entered my first competition and taking out 1st place at the barberbrandsinternational competition in Brisbane, I now look forward to the Finals in Melbourne
With the barber culture growing rapidly here in Brisbane, I’m glad to be involved in this expanding industry as it takes shape. With new barbershops popping up all over Brisbane, a mix of classical and modern styles of barber shops bring both new challenges to even the most experienced barbers. I am learning every day and I hope to one day teach others and spread this knowledge. My history in hairdressing gave me the foundations and techniques that have prepared me for 20 Barber Shop Year 7 Issue 2
Education is vital as barbers should never stop learning. Training the next generation of barbers is a high priority for me, and I look forward to running seminars in the future. As an educator in the future, I would want all apprentices to have the training needed to tackle any situation on the floor.
Final words?...Be humble, stay positive, consistent and always push yourself out of your comfort zone. Cheers Instagram: @hotsoyce
Artisan collective breathes new life into heritage-listed Parramatta building
The Wentworth Atelier concept brings a new style of craft, flair and fine foods to Parramatta, providing new depth to the changing city that is Sydney’s second CBD. A formerly abandoned 1920s Victorian style terrace heritage-listed building on Wentworth Street has come back to life as the destination for finely crafted food, coffee, suits and hair. Three creative entrepreneurs turned the building into a one-stop craft, fashion and beauty destination: Circa Espresso founder Aykut Sayan, Dapper & Doll owner George Makram and Tailor & Co. Designer Tailor John-pierre Georges. Together, they have created the Wentworth Atelier, meaning a workshop or studio for artists and creatives. Traditionally, an atelier was led by a master artisan surrounded by a cabal of apprentices, but the Wentworth Atelier has three complimentary crafts – Aykut’s fine food and coffee, John-pierre Gorges’ Tailor-made suits and shirts, and George’s top-quality hairdressers and barbers at Dapper & Doll. The trio are aiming to maintain world-class standards for each of their crafts, and develop the Wentworth Atelier into a destination for creating and learning. Already, at the newly opened, Backstage brewing courtyard out back, it has hosted workshops on cupping (coffee appreciation) and have taught members of the public how to make kombucha in the recently held kombucha workshop. With plans for cheese amongst other things., in the future. It even has its own community library. “This is Sydney’s first craft, fashion and beauty destination, there is nothing like it in the city,” says George. “Every decision that we made had to be in tune with the ‘whole of experience’ vision that we had for the space. Everything fits together in one venue, once premises.” The philosophy is inspired by institutions such as Freemans Sporting Club in Tokyo, and Captains of Industry in Melbourne. “We have merged the best tastes, top tailoring and most stylish hairdressing into one building to create a place that enhances customer experience and choice,” says George. The building, constructed in 1924, was dilapidated and unused until Aykut built Circa Espresso in the alleyway next door in 2010. He wanted to create something to change the “boring and unoriginal” street nearby the Parramatta Train Station. His French and Turkish-inspired café and restaurant quickly became an iconic Sydney institution. It grew to incorporate the terrace of what is now the Wentworth Atelier as its popularity blossomed.
John-pierre Gorges had his eye on the building for some time as a potential location for Tailor & Co, which was previously based in North west of Sydney, and he contacted the City of Parramatta to inquire about its status. “People are not particularly wanting to travel into the city,” says John-pierre of his decision to relocate to Parramatta. “They’re looking for cool things that are more easiy accessible; new discoveries of emerging retailers with a fresh perspective, and Parramatta is shedding its old stigma – it is being cleaned up, there are new bars and restaurants popping up, and it is starting to create a new image.” Unknown to Jon-pierre, George – who also established Parramatta CBD’s first ‘small bar’ Uncle Kurt’s – had also inquired about the building, and the City Council introduced them to each other. Between them, the idea for the Wentworth Atelier was born. George says initiatives such at the Wentworth Atelier are an important addition to Parramatta’s regeneration. “It is all well and good to have offices, and high rises and new public spaces, but it is essential that Parramatta’s renewal has depth,” he says. “We are really excited about what the future holds for the city and we are excited to be playing our own role in Parramatta’s transformation.”
THE WENTWORTH ATELIER AYKUT SAYAN
Creator of Circa Espresso, an iconic institution, not just for Parramatta, but for Sydney as a whole. French and Turkish culture influences the style of the café and its menu. Aykut built Circa Espresso by hand in the alley next to the Wentworth Atelier, and it quickly captured the imagination of Sydney’s coffee connoisseurs.
Sydney educated at the Fashion Design Studio, John-pierre moved his business, Tailor & Co, to Parramatta from Bella Vista, after identifying the Wentworth building as the ideal location for his business.
Owner of Parramatta’s first ‘small bar’, Uncle Kurt’s. At the Wentworth Atelier, George has established hairdresser and barber, Dapper & Doll Style Parlour. George is a long-time Parramatta local. Tired of travelling into the City several times a week for premium hospitality and retail experiences that he enjoyed throughout his research trips through New York, Tokyo and Hong Hong, he decided to invest his own money in Parramatta to change things.
23 Barber Shop Year 7 Issue 2
Do you appreciate your Apprentice? BY SAM SQUIRES
Apprentice Barbers are the backbone of any successful barbershop business. They are usually the first in the shop in the mornings and the last out after a busy day, they keep the place clean and tidy and in most barber shops they are the first interaction a client will have with your brand. As barbering is becoming so much more popular and legitimised as a viable career for younger people with the introduction of accredited qualifications, are we appreciating and investing enough time into our apprentices? In Australia 60% of apprentices drop out within the first year of undertaking their training according to the National Centre for Vocational Education Research (NCVER). This can be down to reasons such as poor commitment to the trade, a lack of support at home from family and friends, bad relationships with management and other barbers or a lack of structured training. So here are a few ways to get the most from your apprentices: • Learn your apprentices’ strengths and weaknesses and understand the best teaching methods for them individually. Do they need to learn visually, physically or verbally? There is no way you are going to get the most out of your apprentice unless you adapt your teaching style to there learning method. This is going to be achieved by building relationships and acting as a mentor as well as a boss, the skills your teaching them are what has made your shop so successful and what will hopefully lead them to becoming one of your best investments. • Leave the ego at the door, if somebody else within the business can help your apprentice understand something better than you can, don’t be afraid to let them help. Try to create unity within the team and give a morale boost to your other barbers. • Provide structured learning practice and a teaching schedule with benchmarks and projected completion
dates. This will give your apprentices something to aim for and a feeling of worth and create loyalty to you and your business. • Have purpose and reason in all your training. Focus on teaching how to cut hair and not how to cut a certain haircut. If asked why you are doing something try and think back to when you were taught and answer clearly. Making the method simple for your apprentice will create an understanding of your trade that sparks creativity and passion. Currently barber academies are a popular form of getting your qualification and lots of barbers are not going down the apprentice route. No matter what avenue you and your staff choose, to begin your career in the hair industry always remember that you will learn the most when working on the floor, surrounded by skilled barbers willing to teach. Malcolm Gladwell the pop psych writer said that it takes 10,000 hours of deliberate practice to become a master in any field. As barbers and business owners alike we should be asking ourselves, are we really giving our apprentice the support and teaching to become a master in our field? Could you be investing more time into that person? In the same way, if you are an apprentice feeling out of touch with your craft and can’t see where your future is heading take the initiative to communicate with your employers. Remember that learning is a two way street and the more you work together the more appreciated everyone will feel.
24 Barber Shop Year 7 Issue 2
Barbers Choice by
*also available in black upholstery
*also available in black upholstery
*also available in black upholstery
Unity Amongst Barbers BY LANCE LIUFAU
26 Barber Shop Year 7 Issue 2
In the past couple of years I have been keeping a very close eye on how barbers conduct themselves, whether it be in person or on Instagram and other social media platforms. I have come across a variety of different behaviours, some which have been extremely interesting, and some that has been quite appalling. But what I have really been interested in is how barbers act and react when other barbers are around that may not be from the same barbershop or workplace. This is where it gets interesting, because unlike some industries where a competitor in the same field or industry would not be welcome or welcomed into their place of business, I found that for the most part, barbers tend to embrace one another in a positive manner. For instance, in the barbershop that I spend most of my day-to-day work life, we have a fairly large number of barbers who come to us to get their haircut, even tho they work in barbershops themselves. This is one way that I have witnessed the unity between barbers, another is when attending the larger hair events like Hair Expo, HairBiz Forum or The Brisbane Hair and Beauty Expo, I have experienced for myself, an overwhelming feeling of warm greetings of hugs and handshakes like catching up with an old friend that you haven’t seen in a very long time. Now we all know that this is not one hundred per cent of all barbers that feel this way, but I know for a fact that it is the majority and that is something to be proud of. Because the way that I see it is, we as barbers have a mutual understanding that as we all grow as individuals and as barbershops, the barbering industry as a whole grows with us which is a great thing because it means that our industry that we love so dearly isn’t going nowhere. So it will be here for the younger generation of barbers that want to enter the barbering world, so as we continue to unite as barbers we must remember to teach the younger generation of barbers to do the same. There have many other examples of barbers coming together not only to network with one another but to help each other, in fact it wasn’t that long ago a barbershop in the state of NSW was broken into, raided and robbed of everything that held any kind of value. Now this is where social media can have such a positive impact, another barber found out about their situation and uploaded a post about how wrong it was that these people had done this to these guys, it was then seen by another barber and that person opened a GoFundMe account for them, to help them get back onto their feet and the response was massive. Needless to say they were able to use that money to open their doors again and continue trading, and it was all thanks to unity between barbers even tho some of these barbers didn’t even live in the same state. Yet they helped out anyway because of what we have in common which is our passion for hair and also because it was the right thing to do. So lets continue strengthen that unity that we have between barbers, and continue grow as barbers and as human beings.
FOR THE BOYS BY SAM SQUIRES
Some gents get a haircut only a few times throughout the year but for others a barber is a constant in a person’s life. Often a barbershop can be a safe place for men to talk rubbish, have a laugh and get a decent haircut. Clients tend to leave feeling good about themselves, but could we be doing more?
With mental health issues in Australia on the rise, every year 1 in 5 Australians go through a mental health problem. Although these issues are prevalent in both genders according to Mindset Media Statistics boys are more likely to go through a mental health episode than girls. Suicidal thought in teenagers’ aged 13-17 is 12% with 4% carrying out attempts. One person who is doing more is Bobby Walker from Byron Bay. After a close friend of Bobby took his own life, the grieving process developed a want to help people in the same situation. Raising awareness by walking from Noosa to Byron Bay, he plans to walk 310kms in only 6 days “For the Boys”. Bobby will be joined by his brother Guy Walker and the CEO of Mindfullaus. org, Matt Runnalls. Running and walking nearly 30-50kms a week to train for the event around a busy work schedule has been no easy feat. The boys have had equipment donated and a large amount of Vaseline and 3B rash cream to help them get through the 52kms on average a day they will be covering. If you’re in the area or around Australia and want to support the great cause you can donate or join them and the parents of their close friend to finish the walk from the South wall in Brunswick to Main Beach in Byron Bay. There will be music from local musician Nick Cunningham and a few words from the mother of Bobby and Guys’ friend who committed suicide. • Suicide can be prevented. Most suicidal people do not want to die. They simply do not want to live with the pain. • It is important to take suicidal thoughts and behaviours seriously. • Openly talking about suicidal thoughts and feelings can save a life. • It is important that you know the warning signs and risk factors for suicide, and the reasons why a person might have thoughts of suicide. Helping a person who is suicidal is complex, however there are three key actions to helping a person who is suicidal according to Mental Health First Aid: 1. If you think someone may be suicidal, ask directly. 2. If they say yes, do not leave them alone. 3. Link them with professional help. There are a number of initiatives in Australia and internationally looking to use our profession to help people in need. Nasir Sobhani the “streets Barber” in Perth offers cuts to the homeless, The Lions Barber Collective a collection of U.K top barbers come together for suicide prevention and Local Ipswich barber Rochey, @paramedicbarber, has started the initiative BarberAid to help the underprivileged with free cuts. Ideas and organisations such as this are few and far between and as a barber community we should give props to everyone trying to help raise awareness in similar ways to Bobby Walker and the For the Boys group.
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If live gives you lemons, forget the lemonade... get a haircut BY DR JOHN BARRY
Author Dr John Barry with Alex, enjoying a visit to Swagger barbers, around the corner from his therapy clinic in Liverpool Street, central London.
SCENARIO 2: You have just lost your job and your girlfriend has left you. You are feeling miserable and don’t feel like leaving the house but have been advised by a friend to see a therapist. The therapist seems professional and well intentioned, but she is puzzled when you try to make a joke about being dumped and seems more interested in your exgirlfriend’s feelings than your own. SCENARIO 1:
You have just lost your job and your girlfriend has left you. You are feeling miserable and don’t feel like leaving the house but you are forcing yourself to get a haircut for a job interview on Monday. You sit down in the barber’s chair and after exchanging a few jokes about awful bosses and ex-girlfriends, you start to sit back and relax. Pretty soon it doesn’t seem quite so serious anymore.
There is a stereotype that when women are depressed they know it. They cry, talk with friends about how they feel, maybe binge eat, and maybe talk to a counsellor. The stereotype for men it that when they are depressed they don’t even know it. They might feel numb or angry, sleep less, drink more and do drugs, play video games, use sex or pornography more. The last thing they will do is see a therapist. But is there any truth to these stereotypes? Well, although we know that everyone is different and that all men don’t act the same and all women don’t act the same, there is also more than a grain of truth in the above stereotypes about sex differences in dealing with stress. Men are less likely than women to go to a therapist when they have mental health problems. This begs the question: when 30 Barber Shop Year 7 Issue 2
men are experiencing mental health issues, what do they do? Well, although it is part of traditional masculinity to have control over your feelings, there is evidence that when men are depressed they are more likely than women to ‘act out’ in violence. Worse still, men kill themselves at three times the rate that women do. In many ways Australia has been ahead of the rest of the world when it comes to dealing with men’s mental health. Several organisations have set the trend for other countries in dealing with the complex problems around men’s mental health. Notable examples are Movember, who started out with a focus on prostate cancer, but expanded into suicide and men’s mental health. Beyondblue and Men’s Sheds have, like Movember, had
an influence internationally. These initially community-based projects have begun to influence mainstream mental health providers too. Recent examples are the national campaigns designed to improve male help-seeking such as the “Belief in Change” campaign by the Australian Psychological Society and the “Better Access” campaign by the Australian Department of Health. And they have good reason to do so: the Australian mental health group Beyondblue suggest that men in Australia underestimate the importance of mental health, and go to therapy less than women do. This begs some important questions, such as (a) why don’t men like therapy as much as women do? (b) do men prefer to do other things that support their mental health? Let’s explore these questions. Why don’t men like therapy as much as women do? My research group has identified several issues. For example, interviews with 46 experienced psychological therapists of various kinds had found that men and women tend to deal with emotional problems differently. In general, although women want to talk about their feelings, men prefer to want a quick solution to their problem, and preferably one that consists of steps that make sense to them. Straight away, you can see that some forms of therapy, especially those focussed on talking about feelings, and going to appeal the men less than women. There is no routine training yet for psychologists in how to deal specifically with male clients. There is another possible issue: in Australia, as in many countries, there are far more female therapists than male. Although most people don’t mind whether their therapist is male or female, reflecting the fact that women are capable of understanding and treating men, some men will only see a male therapist. This is most likely to occur in cases whether their issue is related to women in some way e.g. a male victim of domestic violence. Because of the lack of research on this topic, we can only guess at how many of
these men end up with untreated chronic mental health issues, ending in suicide. Do men prefer to do things other than therapy support their mental health? A recent survey of ours found that men and women differ in some ways when it comes to coping with stress. For example, women are more likely to comfort eat, and men are more likely to use sex or pornography to deal with stress. There are many other ways in which men find stress relief. A very popular movement that started in Australia is Men’s Sheds. Although intended mainly as a way for men to get together to work on a common project (e.g. fixing garden furniture), it turns out that ‘shedding’ offers an opportunity for men to chat while working, sometimes about their personal lives and feelings. This is especially helpful for men who are socially isolated. Studies at the universities of Oxford and Glasgow have found that there are emotional benefits for men of having a social drink in the pub with friends. (Cautionary note: selfmedicating and binge drinking usually create rather than cure mental health problems). Studies in the US since the 70s have found that the hair dressing salon has an important social and mental health function for women. It is only in the past dozen years that the benefits to men of visiting the barber shop have been more recognised. One of the best examples of this is a UK community-based programme called Barbertalk, which encourages men to open up about their issues with mental health. The Lions Barber Collective is the creation of barber Tom Chapman inspired by the suicide of a good friend. Barbertalk trains barbers to recognise when customers are experiencing mental health issues. The barber listens and offers basic advice on where to seek help. Babertalk has proved very successful and is being rolled out in the US and Holland. At the Male Psychology Conference in University College London in 2015, Dr Frank Fielding gave a talk on the mental health of black men. He said that black 31 Barber Shop Year 7 Issue 2
men often didn’t feel comfortable with conventional therapy for various reasons and added the intriguing comment that visiting the barber shop was one way in which they got informal communitybased wellbeing support. This led me to conduct a study, with Tamika Roper of the Male Psychology Network, into whether there are gender and racial differences in the wellbeing benefits of visiting the barbershop. We found that black and white women both had moderate wellbeing benefits in terms of talking and socialising at the hairdresser. However black men left everyone else behind in terms of wellbeing benefits. It seems that black men were not simply going to the barber shop for a haircut but would take their friends along too in order to socialise and have fun. These findings have impressed me so much that I have given up my previous attitude of sitting grimly in the barber’s chair wishing I was somewhere else. These days I make sure I have a friendly chat with my barber, usually with a lot of good natured banter. I now look forward to getting a haircut and would advise everyone else to use getting a haircut as an opportunity to have fun and connect with another human being. Dr John Barry is a chartered psychologist and clinical hypnotherapist based in central London. He has published some 60 peer-reviewed papers on topics in health psychology and clinical psychology and is currently editing a handbook of men’s mental health and writing an academic book on polycystic ovary syndrome. John also organizes the annual Male Psychology Conference at University College London http://www.malepsychology. org.uk/male-psychology-conference/ He can be contacted at firstname.lastname@example.org If you are affected by stress or want to talk to someone about an issue, call Lifeline on 13 11 14 or Beyond Blue 1300 22 4636
Panasonic Professional Hair Clipper
Michelle Eaton and Matthew Peterson, owners of Crown2Reign in Gladstone have 25 years combined cutting/styling experience “We care, a lot,” says Michelle, “And we are both perfectionists when it comes to hair.” We asked Michelle and Matt to trial the new Panasonic Professional Hair Clipper and here’s what they had to say.
WHAT YOU THINK ABOUT THE DESIGN OF THE CLIPPERS? MICHELLE: I like that they are not as heavy to what I am used to. The weight distribution in the Panasonic clippers feel great to fade with, as they rest in your palm nicely.
MATTHEW: I agree with Michelle here, the
weight and comfort of use is great. I especially like the t dial length adjustment (took a while to get used to but is definitely worth taking the time), these are definitely my go to for children’s hair as they are far quieter than my other clippers. They also cut through the thickest hair like a hot knife through butter.
HOW CONVENIENT ARE THE CLIPPERS TO USE? MICHELLE: The running time is awesome
off 1 charge and the dial eliminates a lot of unnecessary clipper gauge change outs. Super convenient when travelling (and we do a lot of this for work).
MATTHEW: Super convenient to use, the charger base is definitely a must for all clippers and I am amazed not all clippers of this calibre have them. HOW DO YOU FEEL THE CLIPPERS ASSIST YOU IN YOUR CUTTING STYLE? MICHELLE: I believe the Panasonic’s
raise the bar for clipper over comb techniques (due to the speed and sharpness of the blades) especially for long blunt bobs. I think any hairdresser would get great satisfaction from this
clipper over comb feeling.
MATTHEW: I am a massive fan of taking weight out before getting to the finer details of a fade and these clippers definitely assist at both ends of this. These clippers are a game changer, because they are so quiet when they are on and vibrate far less than my others, I am able to use them on my young clients who have sensory issues. WHEN IT COMES TO PERSONALISED CUTTING DO YOU FEEL THE CLIPPERS CAN BE USED FOR ALL STYLES? MATTHEW: Down my
end of the studio the Panasonic’s can definitely be used for every client who passes through my chair. MICHELLE: I am a little more restricted as long haired women mostly require scissors/razor, but for my short haired/fade, undercut design and blunt style cuts they are brilliant (definitely my go -to)
WOULD YOU RECOMMEND OTHER BARBER/STYLISTS USE THE CLIPPERS AND IF SO WHY? MICHELLE & MATTHEW:
Yes! We can definitely recommend and we have recommended to friends and on numerous hair forums already. They continually impress and we love using them. Pictures by Crown2Reign 32 Barber Shop Year 7 Issue 2
Linear Motor 2Year Warranty
OFF EXPO ENTRY TICKETS USING CODE M&IUEX10
COME SEE PANASONIC AT HAIR EXPO STAND #1126 (03) 9555 1533 | email@example.com | www.muimports.com.au | 662 South Rd, Moorabbin Victoria 3189 Australia
Dmitri Papas Hair & Makeup: Dmitri Papas Photographer: Steven Chee Collection: We Can Be Heroes Hair Expo Australia: 09-11 June 2018 MELBOURNE CONVENTION & EXHIBITION CENTRE
Finalists Announced for THE 2018 Hair Expo AWARDS
Mens Hairdresser/Barber of the Year
Photography, Styling, Hair: Gregson Gastar MUA : Chawee The winners of the 2018 Hair Expo Awards will be announced at the gala ceremony on Monday 11 June at Hair Expo Australiaâ€™s 2018 edition in Melbourne. For tickets to the Gala and Hair Expo go to:- www.hairexpoaustralia.com
Collection name: Nocturnal Animals Hair: Hermiz Daniel Photographer: Sam Bisso Stylist: Elaine Marshall Makeup: Janice Wu and Georgia Ramman Hair Expo Australia: 09-11 June 2018 MELBOURNE CONVENTION & EXHIBITION CENTRE
Finalists Announced for THE 2018 Hair Expo AWARDS
Mens Hairdresser/Barber of the Year
Hair: Joe Ribera Photographer: Simon Everiss Makeup: Leticia Bishop
The winners of the 2018 Hair Expo Awards will be announced at the gala ceremony on Monday 11 June at Hair Expo Australiaâ€™s 2018 edition in Melbourne. For tickets to the Gala and Hair Expo go to:- www.hairexpoaustralia.com
Josh Mihan Hair: Josh Mihan Photographer: Annis Barton Stylist: David Murphy Hair Expo Australia: 09-11 June 2018 MELBOURNE CONVENTION & EXHIBITION CENTRE
Finalists Announced for THE 2018 Hair Expo AWARDS
Mens Hairdresser/Barber of the Year
Jules Tognini Name of Collection: got beat Hair: Jules Tognini Photographer: Adam Finch
The winners of the 2018 Hair Expo Awards will be announced at the gala ceremony on Monday 11 June at Hair Expo Australiaâ€™s 2018 edition in Melbourne. For tickets to the Gala and Hair Expo go to:- www.hairexpoaustralia.com
Kawada Lambert Hair: Kawada Lambert Photographer: CY Wong Wardrobe: Paye Lin Makeup: Steven Sunny Neoh Hair Expo Australia: 09-11 June 2018 MELBOURNE CONVENTION & EXHIBITION CENTRE
Finalists Announced for THE 2018 Hair Expo AWARDS
Mens Hairdresser/Barber of the Year
Tori Gill Hair: Tori Gill Makeup: Sarah McFadden Stylist: Melissa Nixon PhotoGRAPHER: Andrew O’Toole
The winners of the 2018 Hair Expo Awards will be announced at the gala ceremony on Monday 11 June at Hair Expo Australia’s 2018 edition in Melbourne. For tickets to the Gala and Hair Expo go to:- www.hairexpoaustralia.com
Uros Mikic Hair: Uros Mikic Photographer: Kevin Luchmun Makeup: Katie Moore Styling: Tahnee Mitra
Hair Expo Australia: 09-11 June 2018 MELBOURNE CONVENTION & EXHIBITION CENTRE
Finalists Announced for THE 2018 Hair Expo AWARDS
Mens Hairdresser/Barber of the Year
Hair: Yuki Kano Makeup: Chisato Chris Arai Photographer: Ray Ranoa Stylist/Designer: Warrawut
The winners of the 2018 Hair Expo Awards will be announced at the gala ceremony on Monday 11 June at Hair Expo Australiaâ€™s 2018 edition in Melbourne. For tickets to the Gala and Hair Expo go to:- www.hairexpoaustralia.com
What’s hiding in your hair products? BY ARTHUR CHAN
These days, we know it’s good for us to eat clean and organic, and to worry about what pesticides farmers are using on our food. But what about the products we put on our skin, scalp and hair, and what we sell to our customers? It’s a common misconception that what we put on the outside doesn’t matter. After all, we can just wash it away, right? Unfortunately, that’s not the case. In fact, our skin is so good at absorbing some chemicals, that’s why doctors recommend nicotine and other medicated patches as treatment. And when our skin absorbs those chemicals, it’s sometimes even worse than if we accidentally swallow them. That’s because when we eat, we can count on our digestive system and liver to detoxify our body. But chemicals absorbed through the skin go straight to our bloodstream, and from there they can accumulate in our body and harm our vital organs. So, it pays to pay attention to what’s in our hair treatments and shampoos. Not only for general health, but also because the thick, healthy, beautiful hair that we all want is dependent on the healthy hair follicles to sustain it. And when chemicals seep into the scalp, they can harm our hair follicles and result in damaged hair and even hair loss. With that in mind, here’s a few ingredients to look out for.
SLS, SLES, SULPHATES
Luckily, more and more people are becoming aware that certain sulphates found in shampoos, particularly sodium lauryl sulphate (SLS), sodium laureth sulphate (SLES), and ammonium lauryl sulphate (ALS) are ingredients to try and avoid. While they produce a lovely soft foam (which is why they’re put into shampoos), these sulphates have been confirmed by studies as “corrosive irritants” because of the harsh way they strip our hair and scalp of its protective oils. On top of this, the way that these sulphates are manufactured means they can sometimes be contaminated with the chemical 1,4 dioxane or ethylene oxide, both known carcinogens. So when you’re picking out your shampoo, try to pick ones free from SLS, SLES and ALS.
Silicones can be found in several hair products, from shampoos and conditioners to hair elixirs and treatments.
Silicones are used to coat each hair strand, giving hair a temporary smoothing and silky effect, and adding more body to fragile hair. However, this coating also goes over the scalp, which can clog the pores and dry the scalp from inside out. Silicones also clog the natural gaps in our hair cuticles that draw in moisture and help our hair stay hydrated, so using too much can dry out the hair underneath and leave it limp and lifeless. Lastly, many silicones require strong, sulphate-containing shampoos to properly strip them off the hair, which as we know, can be harmful if used too often. So, while silicones do make our hair look and feel great for a while, it’s good to treat them as a once-in-a-while indulgence rather than an everyday splurge. If you’re not sure if a product you use contains silicone, a good tip is to look out for ingredients that end in ‘cone’, such as dimethicone. You can also look out for lauryl methicone copolyol and dimethiconol.
Parabens are one of the most common types of preservatives found in hair care products and treatments. Actually, they’re the most common type of preservatives found in personal care products full stop. If you pick up a bottle that has methylparaben, ethylparaben, propylparaben or butylparaben written on the ingredients list, then you’re definitely not alone – the reason parabens are
46 Barber Shop Year 7 Issue 2
widely used is because they’re cheap and effective anti-microbials. However, research is increasingly showing that parabens can act as endocrine disruptors, which means they can cause hormonal imbalances by mimicking oestrogen when absorbed into the skin. This is particularly a problem for hair loss, which is often hormonally driven, so if you or your customers are experiencing thinning hair, steer clear of products with parabens.
POLYETHYLENE GLYCOL, POLYOXYETHYLENE, PEG Polyethylene glycols (also known as polyoxyethylene and PEGs) are synthetic petrochemicals used in many cosmetics and hair treatments, including many hair colours, as thickening agents and softeners. The reason many organic salons steer away from products containing these ingredients is because, aside from concerns they are commonly contaminated with the carcinogen ethylene oxide, PEGs are strong penetration enhancers. This means that when you use products containing PEGs, your skin and scalp absorb even more of the chemicals in those products. And given some of the other nasties on this list, that’s definitely something you want to avoid!
This particular ingredient is found in certain shampoos, conditioners, antifreeze, wood finish and shellac. That sentence alone should give you an indication of how bad this ingredient can be for your hair! While isopropyl alcohol helps with cleaning, the cleaning action is so intense that it aggressively strips your hair and scalp of its natural oils and immediately leads to hair damage. Overuse can eventually lead to chronic dry and brittle hair.
If you google ‘cocamide DEA’, one of the first things you’ll find is that it’s derived from coconut oil. That’s great, you might think! Coconut oil is good for me and natural, so cocamide DEA should be harmless! … sorry to bust your bubble. Aside from the fact that plenty of natural things are poisonous, such as toxic mushrooms, cocamide DEA is actually made from coconut oil with a very toxic chemical: Diethanolamine (DEA)* modified from coconut oil in a way that makes it toxic. So toxic that the California Office of Environmental Health Hazard Assessment added it to its list of known in 2012. So, watch out for it in your shampoos, hair dyes, and other skin and scalp products. NB* Diethanolamine (DEA) is so toxic that it is not permitted for use in cosmetics in many countries, because DEA and similar compounds like diisopropanolamine DIPA can form harmful nitrosamines that may be linked to cancer. Consequently, the level of DEA in Cocamide DEA is an important concern for public health, yet there are no government regulations or legislations to protect us! And there you have it. These are just a couple of ingredients to look out for in your salon. And while it’s difficult to avoid them all the time, think of it like eating clean – we don’t want to always eat salad, but at the same time, it’s hard to stay healthy on a diet of pure fast food! That is all for now, until next time! Arthur Chan Technical Director & Founder of Hair Health Foundation www.activance.com.au
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BLOG SPOT. BOOMS AND OTHER HAIRY FACTS If any of you have ever heard me talk about hair and its many uses, you’ll know how excited I am to be writing this. As a hairdresser, we’re already pretty obsessed with what hair can do – how it can make someone feel, its creative opportunities and never-ending potential for business (people will always need haircuts… just sayin’). Did you know that hair is used in soy sauce and pizza dough for its amino acids and flavour? Or that a single strand can hold 100g in weight? True! The combined hair of a whole head could support 12 tonnes, or the weight of two elephants. And it can stretch one and half times its original length before breaking. I could keep going, but hopefully you get my point here… hair is amazing! We know about its incredible chemical make-up, yet it’s still such an undervalued resource. But what makes it truly special and unlike many of our widely-used materials is its naturally infinite supply. The world will never be without hair. Growing and cutting hair doesn’t harm the environment or deplete other resources to do so (at the most simplistic level of course, when you leave out the salon experience leading to this). It’s (almost) common knowledge now that hair is great for compost, with many community gardens taking advantage of salon donations or budding horticulturalists asking their hairdresser to keep clippings for their rose gardens. And this is awesome! But it can go much further, we just need to be clever about it. We grow hair to keep us warm and protect us from the elements, so why aren’t we spinning it into fabric and making our clothes from it? The problem is that most people are grossed
out by any hair that isn’t attached to its owner, which I find fascinating! Think about it. Hair on someone’s head – happy to braid it, colour it, admire it, fix it for a friend. Random hair on a table/in your meal – germs! Instant panic! But what changed when it came loose from the head? A few years ago, here at Sustainable Salons, we picked up a little-known use for hair and began researching a commercially-viable way forward for an amazing product… it’s called the Hair Boom. In 2010, there was a devastating oil spill in the Gulf of Mexico; a rig exploded leaking oil into the ocean at a rate of 795,000 litres a day! This sparked an effort by hairdressers, barbers, pet-groomers and livestock farmers all over the world who sent in hair clippings that were stuffed into nylon stockings and placed along beaches to soak up any oil that washed ashore. The Hair Booms didn’t save the day in that instance, but we believe they definitely can if developed properly. Last year, we teamed up with Masters student Rebecca Pagnucco at the University of Technology Sydney; her research questioned whether hair could do a better job at adsorbing oil spills than the chemical dispersants and synthetic booms that are currently being used for these disasters. And of course, would hair be more environmentallyfriendly? And it’s good news so far! Rebecca’s report at the end of the year showed that hair is more efficient at soaking up oil than existing commercially-available materials, and it can withstand a greater number of reuse cycles making it a more sustainable option. Interestingly, she also confirmed that hair is not actually readily biodegradable, which means Hair Booms can be stored for long periods ready for any emergency. Disposing 48 Barber Shop Year 7 Issue 1
of Hair Booms after an oil spill was also a key factor – Rebecca was able to point to overseas research that fixes bacteria to the surface of hair causing the oil to break down. This allows the Hair Boom to be composted in commercialgrade facilities, which completely eliminates the hazardous waste disposal problems we have with the options currently cleaning up our oceans. Did I mention that hair supplies are infinite? Just checking. This year, our Hair Boom research continues with two new UTS researchers, Dr Megan Phillips and student Juliette Kidston-Lattari. In an exciting twist, we’ll be taking the boom research from sea to shore! Megan and Juliette came across a sub-category of oil spill products that target spills on land… and so far, these products are all plastic-heavy. Land oil emergencies can come from things like trucks spilling oil, industrial leaks and construction site disasters… and all of this just seeps into our soil. If we can find a way to use Hair Booms on land, then we can eliminate the contamination, the plastic waste and the hazardous disposal problems. There’s a lot of work to do in this space, plus we’ll be amping up the ocean Boom research as well! So, if like me you can’t resist a hairy tale, stay tuned to our social media and newsletters for research updates. Hair may be as old as the Earth, but it’s the futuristic resource we haven’t quite mastered yet. If there’s one industry that can change that, surely it’s ours. Keen to join the movement? Register your salon details at www.sustainablesalons.org!
BLOG SPOT. ACT LIKE AN OWNER, THINK LIKE A CUSTOMER Those who know me, and those reading this who have had me come and do customer service training within their business, will understand that I am passionate about teaching proper, real and old school customer service principals to staff. This is one area of business that sadly gets left to the side or if anything, is trained vaguely once and never revisited again. Gone are the days where we can just treat our customers and clients with a vanilla-flavoured style of service. I keep saying and saying this all the time, “Your customers have one thing now more than ever before…. CHOICE!”
With so much competition today for customers’ business, it will be the little things that they remember. Customer service is one of those things that get remembered- normally due to there being none. Price is rarely as important as we assume it is to the customer. Emotional feelings, and how one is made to feel, is on top of most customer’s list. Your customers have 5 needs that at some point in time they will want met:
This is why it is so important as a business to ensure we are training our staff in better and more relevant ways to service our clients.
1. They want to have great positive experiences every time they deal with your business and your staff.
Your best asset in business should be your competition. By that I mean they should suck more than you. If they don’t, then here is where the issue lies.
2. They have expectations and regardless of how you feel about those expectations, they still have them. If they are unrealistic, then its up to you and your staff to come up with realistic options.
Your customers want to be appreciated for choosing you over the countless other salons out there. By them choosing your salon, they are emotionally entrenched in the process and the outcome.
3. They want to be engaged. No one wants a boring experience. Make sure your staff bring their personality to work every day.
Sure, you may have award-winning stylists, you may have the latest technology and products and your shop fit-out may impress the hardest of critics, but in the end it all comes down to the feelings your clients have when the walk out after the service has been completed. We need to teach our staff that they need to act like an owner (take responsibility for their outcomes) but think like a customer (understand that their actions will have either a positive or negative effect on how that customer will remember the business as a whole) Just think for a moment the last time you were a customer and the sort of vanilla (at best) treatment you got from someone who serviced you. We have all come to be used to mediocre or terrible service so in essence, we just tolerate it. If it annoys you that gone are the days of great service, then make sure you do something about it internally with in your business. BE DELIBERATE! Make sure your staff fully understand the importance of leaving your clients with a positive impression EVERY TIME that client has a touch point with the business. It has to be regular and consistent and not just here and there or an afterthought.
4. The want to be educated. The is nothing more frustrating when as a customer, you know more about what you are buying than the person selling it. 5. They also want to be entertained. Make sure your business is a great place to be from a customer’s perspective. When they are spending their hard-earned money, they are emotionally involved. This is why we all need to ensure we are making the experience a great one that is worth their money. Being deliberate in how we treat our customers will pay off in the end. They will return, and ensuring our customers stay loyal is not only up to the business owner, it’s up to every single staff member as well Justin Herald is the Managing Director of Customer Culture, A Sales and Service training company that works. He is also the Author of 8 books and speaks at over 100 conferences each year. www.CustomerCulture.com.au
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Customers Tap. You Save *
Australia’s business-only bank, Tyro, has launched ‘Tap & Save’1 which allows merchants to save money by processing debit tap-and-go payments through the cheaper eftpos network. Tyro is the first Australian bank to deliver least-cost routing with Tap & Save, and eligible new and existing merchants are able to sign up now. Tap & Save can help barbers and hairdressers with Tyro EFTPOS terminals, save on considerable acceptance costs for eligible scheme debit tap-and-go payments. Barbers taking advantage of Tap & Save can benefit by saving up to 6.8 per cent on average on their Merchant Service Fees2 (MSF). Savings will vary between merchants depending on a business’ card mix, transaction volume amount, industry and pricing plan. Contactless tap-and-go payments are becoming more commonplace than ever, even superseding cash in some cases. In addition to consumer demand, small to medium enterprises (SMEs) have also become more accepting of tap-andgo as contactless payments are a regular and quicker way to pay. As the champion for SMEs, Tyro Tap & Save transactions are priced the same as eftpos transactions to bring the best value to Australian businesses. With the interests of SMEs at its core, Tyro has deep, strategic relationships with its merchants. Tyro has a heavy focus on designing innovative products and a better banking experience for its customers, so they can prosper. Over 22,000 businesses benefit from Tyro EFTPOS including salons such as Franck Provost and Jimmy Rod’s. Tyro provides various options for merchants in the barber and hairdressing industry, helping to save time and money with a tailor-made solution and instant POS integration. Tyro EFTPOS integrated with a POS system can help salons run smoothly at the counter, with payments processed in less than 1.6 seconds – keeping queues shorter and customers happy. For barbers in particular, Tyro EFTPOS terminals also allow customers to pay from their chair with Tyro’s mobile ‘Pay@Chair’ feature. Combining transactions and savings into one place with the fee-free Tyro Bank Account makes it easier for SMEs to manage their funds. Businesses can earn interest on income daily, as well as qualify for bonus interest the longer money is left in the account. Tyro has also introduced its new Flexible Settlements feature – for SMEs with a Tyro Bank Account, this means businesses can get their EFTPOS takings paid every day at a time that suits them.3 Additionally, merchants with Tyro EFTPOS can have funds ‘autoswept’ to another linked Australian bank account.
As Australia’s businessonly bank, Tyro has a number of market-leading banking innovations for SMEs. Solutions include fast, flexible business loans, a fee-free interestearning deposit account, and reliable, secure EFTPOS. These solutions reduce the frictions in banking and cash flow management, to help Australian SMEs focus on achieving their version of business success. Tyro offers SMEs a seamless integration of their accounting, banking and payments through a single mobile application.
Tyro offers SMEs simple, flexible and fast business loans4 with a unique lending proposition compared to traditional lenders. Key differentiators include a single flat fee, as well as access to funds in 60 seconds5 for eligible merchants. Initial loans are up to a maximum of $50,000 and subsequent loans up to a maximum of $120,000, subject to meeting eligibility criteria. Customers have the flexibility to customise and select the percentage of their daily EFTPOS takings, subject to minimum repayment amounts, to be put towards loan repayments, so if it is a slower sales day, then the repayment is smaller, which supports cash flow.6
BANK ACCOUNT – DEPOSITS
The Tyro Bank Account brings transactions and savings into one single account, saving SMEs time and money. It gives customers the flexibility to pay accounts their preferred way and includes Xero7 integration, to schedule batch payments, payroll and BPAY8 functionality. The unique, fee-free account earns daily interest and bonus interest (up to 1.75 per cent per annum)9 if funds are retained over 30, 60 and 90 days.
Leading EFTPOS technology is at the core of Tyro’s business. Tyro EFTPOS integrates with over 240 Point-of-Sale (POS) and Practice50 Barber Shop Year 7 Issue 2
Management-Software (PMS) providers, more than any other bank in Australia, and processes over one billion dollars of transaction value each year. Countertop and mobile terminals process lightning-fast transactions, sub-1.6 seconds, to keep queues short. Tyro Payments Limited ACN 103 575 042 AFSL 471951 is issuer of its own financial products. Before deciding on any products please consider if suitable for you. Terms and Conditions apply. See tyro.com. 1 Cost savings are not guaranteed. Savings on eligible eftpos processed transactions vary for each business depending on their card mix, transaction volume and amount, industry, and pricing plan. Transactions less than $15 or $1,000 and greater are excluded. Tap & Save is not available on Special Offer pricing or where you surcharge on debit card transactions. Yomani CR, Xentissimo and Xenta terminals do not support Tap & Save. For details refer to the FAQs at Tyro.com or call 1300 966 639. 2 6.8% savings on Merchant Service Fees represents the potential savings of Tyro eligible Hair & Beauty Salon merchants (calculated as an average), over the period December 2017 to February 2018 and was based on actual eligible transactions processed during this period. 3 Applies to Tyro settled funds only - excludes HealthPoint and funds settled directly by Afterpay, American Express, JCB and Diners. Xenta or Xentissimo model terminals may need to be restarted to update the new flexible settlement time or manually updated via the terminal menu. 4 Tyro’s business loan is subject to eligibility and credit criteria. A personal guarantee is required, and loan repayments are subject to minimum repayment amounts. 5 Loan funds are available in 60 seconds once you provide a personal guarantee and accept your offer, both in the Tyro App. Loan is subject to meeting Tyro’s eligibility and credit criteria and minimum loan repayments apply. 6 The repayments to be made from your daily EFTPOS settlement amounts are subject to minimum repayment amounts set out in your offer or loan terms and conditions. 7 Xero is a trademark of Xero Limited. 8 BPAY is a registered trademark of BPAY Pty Limited ABN 69 079 137 518. 9 Interest of 1.75% p.a. is payable for funds held longer than 90 days. Interest is calculated daily and paid monthly on the third business day. Interest rates are variable and subject to change.
Customers Tap. You Save. 1
Tap & Save least-cost routing processes eligible contactless debit card transactions through the eftpos network, helping you save a little more! As an average, Tyro customers could save over 6% on Merchant Service Fees.2 And weâ€™re bringing it to you first, so you can start saving sooner.
The Bank thatâ€™s Born for Business Visit tyro.com
Tyro Payments Limited ACN 103 575 042 AFSL 471951 is the issuer of its own financial products. See T&Cs at tyro.com. Please consider if these products are suitable for you. 1 Cost savings are not guaranteed. Savings on eligible eftpos processed transactions vary for each business depending on their card mix, transaction volume and amount, industry, and pricing plan. Transactions less than $15 or $1,000 and greater are excluded. Tap & Save is not available on Special Offer pricing or where you surcharge on debit card transactions. Yomani CR, Xentissimo and Xenta terminals do not support Tap & Save. For details refer to the FAQs at Tyro.com or call 1300 966 639. 2 Represents the potential savings of Tyro eligible merchants (calculated as an average), over the period December 2017 to February 2018, based on actual eligible transactions processed during this period.
Trent, Operations Manager Pryde Meats backed by Tyro
EFTPOS | Deposits | Lending
How Do I Get My Staff To Perform? BY KYM KREY
It’s probably the number one frustration of business owners today. You’re working your tail off, usually harder than anyone else, but you can’t do it all on your own, so you employ a team of staff to help - except none of them make their target. You’ve tried incentives; you’ve tried competitions and rewards; heck, you’ve even tried a stern threat or two at times, but nothing seems to have an effect for long. The end result is that you feel like you’re working harder than ever just to pay their wages, (they’re still paid whether they make any money or not, right?), and you still can’t afford take a holiday! This is definitely NOT what you had in mind at the start! So, how did you get here? Why don’t your staff hit their targets or recommend to their clients unless you’re physically hovering over them giving them the evil eye? It’s easy to blame your staff. It’s because Generation Y or these Millennials just don’t want to work, right? They want the easy road and the fastest route to a paycheck without having to do much in return. They don’t want to work evenings, ask for countless Saturdays off to go to music festivals with their friends and aren’t interested at all in attending training or team meetings. That’s got to be the problem! Well, you can choose to believe that and stay stuck exactly where you are, working yourself into the ground and whinging to anyone who will listen to justify why your business has turned into a chain around your neck. Or, you can accept that your business is exactly where your skills and your mindset allow it to be. You can accept that your staff perform to exactly the level and behave in exactly the way that you’ve taught them by accepting it in the past. You have shaped them with your culture. What you have focused on; what you have followed up on; what you have shown to be important by your actions and what you’ve allowed to go undiscussed or slip through the cracks. That is what is shaping your results right now. There is good news though. Once we accept that our business is a reflection of ourselves, we can choose to change it. Both the problem and the solution lie in your hands. But how can I be responsible? I didn’t tell them to be late to work! I didn’t tell them to come dressed sloppily! I didn’t tell them to be rude or gossip about team mates, and I certainly didn’t
tell them to ‘cruise’, take it easy and never hit their targets! No. Maybe not. But what did you do the first time any of those things happened? We get what we accept, and we teach what we allow. If it happened once and you didn’t address and correct it (because you told yourself ‘Well, what’s the point? He never listens anyway’! Or, ‘If he does it again, then I’ll say something’…. but you didn’t) then you’ve taught them to do it again. Simple. As much as we complain about the incredulous things our staff do and how they might be rude, ungrateful or disrespectful, this was never about what ‘they’ did. This is about how you chose to handle it. In fact, you could almost think of their behaviour as showing you the ‘gaps’ in your management skills. They’re literally showing you where you have a blind spot or a reluctance to address an issue and they’ll keep showing you until you overcome that reluctance, change your actions and deal with the problem. That’s just human nature. It is what it is. Do you have a staff member who drives you crazy with the same unacceptable behaviour over and over again, even though you’ve discussed it? He’s late at least 2-3 times a month. He pikes out of training with a text message an hour before, over and over again? He turns up out of uniform or wearing thongs to work at least once every fortnight? Remember this: Behind every ongoing or recurring problem is a manager who is avoiding dealing with that problem. Think head in the sand, hoping it will go away! OK, so how do we build a team of respectful 52 Barber Shop Year 7 Issue 2
professionals, who take outstanding care of their clients and stretch to exceed their targets every week? We set it up that day right from day one. 1. Your advertisement explains exactly who you are, what’s important to you, and your values around caring for your clients (as well as your values around growing exceptional stylists! It’s a two-way street.) 2. Your interview process details your core values, asks questions around that stylists’ attitudes, values and habits in each of your core areas like consultation, client education, forward booking etc., so you can make sure you’re talking to someone who shares and upholds your values and will be a good fit for your team. 3. You conduct a thorough induction process within the first 72 hours which trains them in exactly ‘how you do it here’. For E.V.E.R.Y.T.H.I.N.G. Why 72 hours? Research
shows that there is a 48-72 hour window where a new hire’s mind is open to new methods and ideas while they work out exactly what will be expected of them here. They’re keen to impress and fit in so they’re working out what that will take. After that window closes (or slams shut!) beliefs have been formed, mindsets are fixed and the habits that will produce their future behaviour and results are locked in place. This is where you set them up for success….. or otherwise. Make time for a thorough induction at the start or you’ll make time for dealing with problems later. Your choice. 4. You discuss; ‘This is what will be expected of you and this is how we will measure your success. We are committed to outstanding client service in all areas and the way we measure how well we’re doing that is by tracking these essential KPIs. Your Average $ per client tracks your level of care in consultation; your retail % tracks your level of care and effort in client education and your rebooking % tracks your care in building relationships and planning your client’s future visits to ensure their ongoing delight. We’ll chat about these things every day to ensure you stay on track, celebrate great efforts and achievements and pick up any problems early to help you be the best you can be.” 5. Walk.Your.Talk. To deliver on your promise in point #4 and lead your team to success, you will: i. Set up each day with a quick chat about today’s goals and points of focus along with something inspirational to get their mind off what happened on the way to work and on the task of being completely present and focused on the delivery of excellent service and care.
ii. Review and debrief at the end of each day with a quick “How did we do?” What you’re looking for is: “My target was $X and I made $Y! AND my rebooking was 85%!” If they know you’re going to ask about results every day, they’re going to want to make sure they’re reporting good ones. iii. Sit for 10 minutes at the end (or very beginning of) each week to review the week just gone and look for what went well and why, what wasn’t great and why and what could be done differently for a better result this week. Yep. EVERY staff member, EVERY week. Without fail. If you want your staff to focus on results, then YOU must also focus on their results, constantly and in a positive but strongly guiding way. iv. The big one. Monthly or quarterly (or both, if you’re serious), do a larger review. Ask your staff member to complete a form beforehand which asks what they’re enjoying most and what they’re enjoying least about their work; what they’re doing well and where they think they need to improve; what they think they need to do differently to get that improvement; where they need more support and what they’d like to achieve by your next meeting. You also complete the same form about them and basically compare notes and thoughts about their progress and make a plan for their ongoing development. This is your time, focused on them because they are important, to help them be the best they can be and the stylist you need them to be. 6. Mind your language. Would you be inspired if someone told you every day that you needed to sell more? That you needed to upsell treatments and colours to hit your target? That’s not why they became hairdressers or 53 Barber Shop Year 7 Issue 2
barbers! With that language you are sending the message that it’s all about the money which is hardly going to be inspirational to anyone except the business owner and the handful of staff who are truly motivated by money. This is about values and core beliefs and commitment to your clients. It’s about uncovering what drives clients crazy and matching solutions to those problems and then teaching them how to look amazing every day, between visits, because that’s what it means to be a worthy, trusted, professional hairdresser or barber and a member of this team. We educate and suggest because that’s who we are and that’s what clients need NOT because we see a price tag attached to everyone who walks in. Don’t sell; but create an amazing environment where clients are thrilled and want to buy. There’s a huge difference. In summary, the biggest influence on an employee’s performance is their relationship with their direct manager. If they are positive, excited and want to do well for you, they will. If they are not, they won’t. What you focus on signals to your staff what is important around here. If it’s not important enough to you to pay attention to their performance every day, it certainly won’t be important enough to them!
Kym Krey is a Speciality Salon Business Mentor with a forte in drastically increasing profits and performance through people. If it’s time to get serious about your business and become the leader you know you can be, get in touch at firstname.lastname@example.org
Barbershops are trending big time
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The hipster trend of barbershops has been growing for quite some time now and it doesn’t seem to be slowing down. Barber Josh Mihan opened The Bearded Man in Melbourne three years ago and he is making a fortune grooming men’s beards and cutting hair.
billion in 2021-22, up from $4.8 billion last year.
“It used to be the case that a lawyer or banker wouldn’t have a beard for work, but now men don’t feel they are something they have to shave off, after their holidays. I did wonder at one point if I should have called my salon The Bearded Man, but we are just as popular for our haircutting services,” says Josh,
“Men have always been interested in their appearance, and it’s with the movement of barbering they have their own domain and some barber shops are now offering a wide range of services including skin care, Botox and fillers,” he adds.
In fact, such is the growing trend that famed education institute The Masters, is now offering a certificate in barbering in either an apprenticeship or fast track. According to the Master’s Institute’s Head of Strategy and Fashion Mark Walsh, barbering has made the hairdressing industry ‘cool again’. “Barbering has made hairdressing cool again, the salons are buzzing and as a client you want to be a part of it,” says Mark. “Men feel comfortable in a barber shop and they’re equipped to look after men’s grooming professionally with shaving, beard shaping, hot towels and so on.” Mark also believes that it’s the way the salons present themselves and offer clients all the added extras that make them popular. “It is a boom industry, but I also think that the salons look cool and are inviting offering beer and coffee, music etc,” he says. Josh adds that barbershops are now offering real quality and aren’t the boys clubs they used to be. “The industry has changed so much, it’s gone from men getting a cheap cut at a basic barber shop to really high-quality cuts and styles,” Josh says. “People come in now and have an experience. Men’s grooming is really at the pinnacle right now, we are so busy. Guys come in every two to four weeks. Some barber shops feel a bit like a boy’s club, but no one feels scared to come in here, it’s a real place of community. That’s how it should be.” Last year, IBISWorld reported that the men’s grooming boom is only going to rise and will contribute to the growth of the hairdressing and beauty services industry to a forecasted $5.1
And Mark agrees saying that barbershops are now offering services such as Botox and facials.
Mark also believes that although the barber trend started in Melbourne, Sydney is soon to take off with the rest of Australia. “Melbourne has led the way, but seeing its popularity, Sydney and the rest of Australia will shortly be copying the trend.” NSW based barbershop chain Man Cave have been quick to catch on to the trend. “Most men are interested in getting a haircut with a beard trim and line up but there are also men who come in weekly to get a haircut and facial,” Business Manager Shadi Sysan told the Sydney Morning Herald. “Between 75 to 80 per cent of our clients come in on a weekly basis. It shows just how much men have changed in the past 10 years in terms of taking care of themselves, and how much pride they take in their appearance now. There’s been an absolute explosion in men’s grooming,” she adds. The IBISWorld Hairdressing and Beauty Services in Australia report found barber shops contribute 6.3 per cent to the $4.8 billion hairdressing and beauty services industry. “The industry has benefited from more males heading to stylists, salons or high-end barbers, with a spike in the number of male-only establishments attempting to capture a share of this growing market,” the report said. “The increasing prevalence of upmarket barbers, which provide services such as traditional wet shaves, has provided a boost to the industry. Male customers are increasingly being encouraged to visit regularly, and for a wider range of services. This trend has been supported by the rising popularity of beards and their requisite upkeep.” For more information on the Barbering Certificates visit https://themasters.institute/ collections/hair
Top Marketing Tips for Barbershops There’s a culture and nostalgia that goes with barbershops. A kind of (mainly) male retreat and social scene that made certain barbershops a local place to gather.
Times have changed. Today there is a much greater range of potential clients, many as interested in working with a stylist as an old school barber. To reach broader audiences and compete against both local and chain barbershops, new businesses need a wider range of marketing tactics than just the yellow pages and word of mouth. Here are 7 ideas to help you market your barbershop in 2018. Follow them to fill your chairs with new clients and keep them full with loyal regulars.
TIP #1: DEVELOP A GREAT WEBSITE
your website can match that offer. Next, you need to set-up and rank for Google My Business. This is the maps listing and review platform Google uses for geo-targeted searches. It’s a free listing you can optimize with your descriptions and by getting customer reviews (see # 4). Then you have the organic website listings. These are also free clicks, with ranking gained by optimizing your website for keywords, gaining links, getting social media traffic, and adding content to your blog. Here is the breakdown:
Today, the internet is where consumers live. You need a broad internet presence, and that starts with your barbershop website design. Think of your website as a digital entryway into your shop. This is the most likely place you’ll make a first impression, so you need it to be enticing and persuasive. Much of this has to do with images. Haircuts are visual, and your website needs to reflect this. When you design your website, strongly consider what potential clients want to see. Photos of recent haircuts and popular styles. A sense of what your shop looks like and who your staff is. New clients will be comparison shopping. List your prices, and make sure it’s clear the level of service you’re providing. Is there anything unique about your approach? Your website is the place to stand out. Do you have special offers for new clients, seniors, kids, or regulars? Use them to entice people to schedule an appointment. Also, make sure your hours, location, and contact info are clear and easy to find. Don’t hide this on a back-page. Make it front and centre above the fold on all your pages, including your homepage. Important Idea: Ensure your website looks great on mobile devices by using a mobile responsive design. You can expect more than half of all searches to come through phones.
TIP #2: DOMINATE SEARCH MARKETING
To drive traffic to your website, you’ll want to show up for barber related searches in your area. There are three ways to dominate the search results. The first is pay-per-click advertising. These ads are run through auction-based systems like Google Adwords and Bing Ads. The main advantage here is that you show in the top positions (reserved for paid ads) and that you can control the ad copy and landing page. For example, you might want to run an advertisement offering a discount to veterans. Your ad and the page it goes to on
Important Idea: In many markets, no barbers are using PPC advertising. This gives you a golden opportunity to appear at the top of the search results page with nobody competing on bids. PPC is particularly vital on mobile searches. Take advantage of it. Important Idea: Yelp dominates organic results for barbers in many markets. Work hard on your website optimization, social media, and blog to try and outrank them in your area.
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TIP #3: MASTER SOCIAL MEDIA MARKETING
Social media marketing lends itself very well to barbering and hair styles, yet few barbershops take advantage of it. There are multiple ways you can use social media to effectively market your barbershop. First, take advantage of the visual appeal of social media to create an ongoing gallery of haircuts and styles. Instagram works beautifully for this: Also, you can get your clients to create content and spread the word across their networks, such as on Facebook posts. Few services are better suited to the “selfie” culture of social media than styling hair. When you have client proud of their new cut, ask them to share a selfie and mention your shop. It’s free, effective marketing. Important Idea: There are many, increasingly effective paid advertising tactics you can use on social media to target new clients, existing clients, and people ready to schedule a haircut now. Test the available methods within budgets to see if it’s effective for you.
TIP #4: MANAGE REVIEWS AND REPUTATION
In today’s digital world, advertising centres as much – if not more – on what your clients say about you. Every great haircut you give helps your marketing. Every long wait or uneven sideburn hurts it. When someone looks you up on Google they’ll check out your review summary. Barbershops are a local business that tend to get a lot of reviews. You can do several things to help with your review profile. First, ask happy clients to write you a review. It’s a simple, often overlooked step. Make sure to do this right when they are in your shop, happy with their haircut. You’ll be surprised how many people are willing to do this for you. Second, monitor and respond to negative reviews. You’ll likely get a few. If there is a legit complaint, reach out and offer to rectify things. Most people will change their tune when they see you respect their opinion. Third, don’t dwell on rants and tirades. Some people use the anonymity of the internet to fly off the handle. Ignore these and move on unless you think the review is a competitor or fake, in which case you can flag it. Be sure to claim, optimize and manage your profiles on Yelp and Top Rated Local. You’ll get reviews on these platforms even if you don’t claim your profile, so better to own it. Also, you can elect to allow reviews on Facebook. If you manage these and keep your profile positive, this will help you. Again, the best thing you can do if offer great service, do great work, and then actively ask your best clients to leave you some reviews. If you do those three things you’ll be in good shape.
TIP #5: CREATE A UNIQUE EXPERIENCE
Many barbershops are a kind of social club where people could get together to catch up on the latest gossip and news.
Similarly, you want to do things to that turn getting a haircut into an experience. Some shops have themes that target interests around sports, music, or movies. Often, the atmosphere of the shop turns waiting for a chair into a fun experience. Also, these unique experiences are the type of thing that gets shared on social media. Find a unique niche that will go over well in your area. Ask yourself why someone should choose you instead of someone else You’re probably not going to beat them on price. Unique styling is a must. But the real attention grabber might be the unique barbershop atmosphere you create. Important Idea: Create some atmosphere with a short video commercial. Use it on your website, optimize for search on Youtube, and share it on social media.
TIP #6: WORK ON CLIENT RETENTION
Make this assumption: a hungry new competitor and/or an aggressive, low-priced chain wants to steal your best clients. Don’t let it happen. Too few barbershops market to their most valuable audience: their existing clients. They let great clients forget about them, and surprise surprise, they do. Get customer emails and send a periodic newsletter with updates and specials. Re-post this content on your blog and social media. Encourage people to follow you on social to keep up with the latest styles, trends, and news. You can also target your email list directly on Facebook by creating a custom advertising list. Offer periodic specials exclusively through Facebook. Also, create a loyalty program where every 10th cut is free or you get a free shave with every third cut. Some barbershops also use SMS text marketing to send reminders to clients who opt in. Consider offering specials for events like weddings, graduations, or anniversaries. Discounts for seniors, students, or vets will keep them coming back. Just remember that you’re not the only choice in town. Don’t assume your regulars will stay with you. Let them know you really care about their business.
TIP #7: GET SOME PROFESSIONAL MARKETING HELP
If you’re thinking that all this online marketing stuff sounds complicated and time-consuming, you’re right. All the tactics and constant changes can get overwhelming. Choose a professional who specialises in what you need for clients. The barbershop is alive and well. It’s a great business to be in and it can be lucrative when you target the right audience. For many, it remains an experience where personal touches are an important value. Get found by new customers, build a positive reputation, and earn the loyalty of your best clients. When people look forward to coming in for a haircut, you’ll know you’re doing it right.
57 Barber Shop Year 7 Issue 2
COMFORTEL’S SWIFT BARBERS CHAIR. Mid century modern is Swift. Inspired by the retro vibes of a 1950’s diner, the Swift is a compact barbers chair for the cool cats. The design features horizontal stripes upholstery while the comfortable and supportive seat is firm and well supported. Traditional styling is met with the highest grade of durability, finish and of course maximum comfort (nothing is more important). With bright chrome finishing and detailed stitching, this barbers chair is a striking accent piece to any barber shop. • 360º (lockable) rotation • Reclining backrest • Adjustable, integrated, removable headrest • Upholstered padded armrests. • Recline lever • Upholstered and padded footrest • Raised leg support • Lockable hydraulic lift • Round chrome base All available from Comfortel. Showrooms Australia Wide & NZ www.comfortel.com.au
HARD MUD BY AMERICAN BARBER
Introducing the latest addition to the American Barber range, Hard Mud provides a gritty matt finish with extra strong & pliable hold. Water soluble so it’s easy to wash out! www.muimports.com.au
COMFORTEL’S NEW MATTE BLACK HOT TOWEL CABINETS
MIRACLE OIL FOR MEN
Introducing the latest addition to the American Barber range, Hard Mud provides a gritty matt finish with extra strong & pliable hold. Water soluble so it’s easy to wash out! www.aii.net.au
Introducing the All Black Hot Towel Cabinet for traditional hot towel shaves. With optional Ozone, it heats to 80 degrees and includes a UV steriliser. Available NOW. All available from Comfortel. Showrooms Australia Wide & NZ www.comfortel.com.au
COMFORTEL’S SALON VAC WITH FOOT PEDAL
Comfortel’s SalonVac is an electric vacuum tailored for Hair Salons and cleaning hair. The selfcontained vacuum includes technology that incorporates a powerful suction designed to pick up the finest of dust, including hair. Without touching hair, the foot-pedal turns on the power and allows the hair to be sucked directly into the unit. Think clean. Salons becomes more hygienic and clean. Clients won’t see the hair and you will never have to handle hair again. Includes new & improved bags The disposable bags are easy to replace and dispose of. 40 Bags for $99. That’s $2.47 per bag! (prices include gst) All available from Comfortel. Showrooms Australia Wide & NZ www. comfortel.com.au
Activance Professional is an innovative and effective salon only hair health range, built on the philosophy that healthy hair means beautiful hair. We offer solutions to help with issues ranging from hair loss conditions and common scalp problems, right through to simply improving overall hair strength and vitality.
VISIT US AT HAIR EXPO | 9-11 JUNE 2018 MELBOURNE CONVENTION AND EXHIBITION CENTRE, STAND 2336 E X C L U S I V E LY
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BarberShop is a trade magazine specifically for mens barbers and mens hairdressers. Keeping up with trends and fashion as well as business a...
Published on Jun 5, 2018
BarberShop is a trade magazine specifically for mens barbers and mens hairdressers. Keeping up with trends and fashion as well as business a...