Year 13 Issue 4
THE NEW HAIR CURLING REVOLUTION
ONE TOOL, ENDLESS CURLS
QUEEN OF TRANSFORMATION
THE NEW HAIR CURLING REVOLUTION
NEW GHD ORACLE ONE TOOL, ENDLESS CURLS
Electric Adjustable Height
Electric Adjustable Legrest USB Port
V A L E N C I A SHAMPOO BLACK UPHOLSTERY
Code: 448167B - BLACK Ceramic Basin Code: 448167W - WHITE Ceramic Basin • Electric Adjustable legrest • Electric Adjustable Height • USB port • Tilting Ceramic Basin • Includes Australian Approved Tapware W: 680 mm L: 1800 mm OPEN H: 990 mm
A X E L STYLING
Code: 43817 • Dryer Holder • Footrest
T E R R A C E FOOTREST
E T H A N STYLING
M I K A E L A STYLING
BLACK UPHOLSTERY / TIMBER FRAME Code: Code: Code: Code: Code:
L A Y L A STYLING
42261D-CH 42261F-CH 42261D-BL 42261F-BL 42261D-GO
CHROME Disc hydraulic CHROME 5Star hydraulic BLACK Disc hydraulic BLACK 5Star hydraulic ROSE GOLD Disc hydraulic
DIAMOND STITCHING Code: Code: Code: Code: Code:
42276D-CH 42276F-CH 42276D-BL 42276F-BL 42276D-GO
CHROME Disc hydraulic CHROME 5Star hydraulic BLACK Disc hydraulic BLACK 5Star hydraulic ROSE GOLD Disc hydraulic
G O L D I E STYLING
BLACK UPHOLSTERY / GOLD FRAME Code: Code: Code: Code: Code:
42260D-CH 42260F-CH 42260D-BL 42260F-BL 42260D-GO
CHROME Disc hydraulic CHROME 5Star hydraulic BLACK Disc hydraulic BLACK 5Star hydraulic ROSE GOLD Disc hydraulic
ON THE COVER
18 ghd Oracle
30 Hair Expo Ends on a High 32 Hair Expo Awards Winners Announced 34 Hair Expo Winners Collections 36-39 Hot Shots Team 2019 54 BHBE Continues to Build
72-73 Cos Sakkas 74-75 Nicola Smyth
REGULARS 10 Editors Letter 20-22 Industry News 68-69 Hair Shop 70 Dateline City
INTERNATIONAL FEATURE 12 Dove Palmer
FEATURE 14 10 Minutes with Pete Walstab 16 Toni&Guy 58 My Tattoo My Story - ghd
AHIA 2019 24 Sloans of Lane Cove 26 Tigerlamb 28 Tyler Reid Hair 29 Orbe Norwood
YOUR VOICE 76 What Does the Future Hold By Kate FeutrillFinlay
40 Emilly Hadrill hair Extensions 42 Public Salon 44 Antony Staltari, Barber Boys 56 A Greek Named Zorba – Peter Kotis 58 The Fastest Growing Category in Prestige Beauty – DNA Organics
46 Excellence in Education By Anthony Gray 48 Education at Pierrot’s 50 dyson Roadshow Kicks off in Perth 52 The Chemistry of Cutting By Simone Lee
84 Are You A Boss Or A Leader By Simon Murray 86 Social Media By Sarah Garner 80 When You’ve Got To Let Go By Kym Krey 90 Marketing Ideas By Geoffrey Herberg 92 Messenger Marketing By Kristy Smith 94 Firing Your Way To Results By Caitlyn Menzel 96 Keeping Your Eyes on the Ball By Jodie Rasmus 98 Facebook Advertising Campaign By Estelle Oliveri
PRODUCT PROFILE 62 LuminArt releases new Cool Collection 64 The Essence of Hair Colouring – M&U Imports 66 Only EVY
78 Linda Woodhead 79 Steve Corthine 80 Kirstie Stafford 82 Paul Frasca 83 Justin Herald
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CONTRIBUTORS Kym Krey Linda Woodhead Anthony Gray Simone Lee Steve Corthine Kirstie Stafford Paul Frasca Justin Herald Simon Murray Sarah Garner Geoffrey Herberg Kristy Smith Caitlyn Menzel Jodie Rasmus Estelle Oliveri
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One of my favourite quotes is: “Profit is the APPLAUSE we get for creating an extraordinary experience”. It’s the end result of doing something truly exceptional. Of course, that means creating an extraordinary experience for clients and I think that in our industry, we have many wonderful shining examples of outstanding client care. However, this also relates to the experience that we create for our staff. We know that we cannot do this all by ourselves, and we are forever on the lookout for that next incredible staff member who will be a turning point in our business, but it’s also wise to ask ourselves ‘what kind of environment do we create?’ How are WE showing up for our team? Knowing that great people will have many choices in where to work, if the most promising young staff member walked through our door, what would be attractive to them about us? What kind of culture have we created? Why would this be their dream workplace? What do we offer to ensure that they grow, evolve and realize the potential that right now is just a dream and a glint in their eye? One of my favourite questions to ask employers has always been ‘Would YOU work for you?’ as it asks us to find the courage to reflect, review and re-imagine what we currently do, and step into the uncomfortable unknown in search of a better way.
At the end of the day, we’ll get what we want, when we become masters at helping others get what they want.
In this edition, we’ve pulled together a collection of some of the best examples of success through excellence in our industry, starting with the madcap but highly astute Pete Walstab, Head Honcho of Excellent Edges in our ’10 Minutes With…’ feature. We learn the story of Emily Hankin, Queen of the Emily Hadrill Hair Extensions group who has achieved meteoric growth in her rise to the top.
HAIR BIZ, Beauty Biz & Barber Shop Hair Biz is published four times a year by mocha publishing ABN 65 091 846 189 No Part of the publication may be reproduced in any manner or form without written permission. Hair Biz does not accept responsibility for unsolicited manuscripts, transparencies, original artwork or other material. The views expressed in Hair Biz are not necessarily those of the publisher. No responsibility will be accepted if the publication is delayed or prevented by factors beyong the control of the publisher. No responsibility will be accepted for errors in copy, or for any loss arising from the failure of an advertisement or any part thereof to appear. © 2019 mocha publishing All rights reserved.
Dove Palmer (formerly of Mazella&Palmer) tells us all about his exciting new educational venture and rising superstar, Anthony Staltari of Barber Boys and the Barbery Academy shares his incredible journey from teaching himself barbering via YouTube videos to now educating all around the world!
each of them have created that truly extraordinary experience that now brings such success. Speaking of success, we pop on over to Toni&Guy, arguably the greatest hair fashion brand the world has ever seen, to discover more about their strengths, their culture and their future through the eyes of MD, Dennis Langford. And we take a moment to honour the truly remarkable achievements of Peter Kotis over his 40 years of hairdressing in this country. Having trained over 1000 apprentices and built a group of 13 salons at its peak, Peter has been nominated for the Order of Australia in recognition of his outstanding contribution and his life has been captured in a book recently launched, titled ‘The Greek Australian Nicknamed Zorba’ which is a wonderful read. If you’re looking for some business inspo, we’ve got you covered! All your favourite writers are here sharing their wisdom on everything from staff training to leadership and marketing to the chemistry of cutting. What more could you want? (And how could we possibly fit it in?) Time to get reading, folks! Until next time,
Our Your Voice spotlight shines on Kate Feutrill-Finlay, salon owner and popular teacher at Box Hill TAFE and Dario Controneo takes us for a tour of his beautiful new salon space, ‘Public’. We celebrate 4 of our fabulous AHIA National Award Winners and take a peek behind the scenes at how
Kym Krey Editor firstname.lastname@example.org
Dove Palmer is one of the world’s true creative educators, having dedicated his career to elevating the skills of others in the craft he adores. Beginning his career in the 90’s, working for Umberto Giannini, (British Hairdresser of the Year), Dove was exposed to the highest levels of hair fashion and technique before moving to London seeking a job with the legendary Vidal Sassoon. There, her achieved many career milestones, eventually becoming a fulltime teacher at the Sassoon Academy, then Creative Director of the Sassoon Advanced Academy and finally Masters Academy. You’ll most certainly recognise his name as one half of the globally renowned Mazella&Palmer duo whose signature brand of showmanship and education was described as stylish, highly accomplished and intrinsically beautiful. With their ethos at that time described as ‘Advantage Through Technique’, their focus and underlying concept, which was widely embraced by hairdressers everywhere via shows, seminars and step-by-step cutting videos, focused upon ‘not just how to cut hair, but why.” 2019 now brings another exciting new chapter as Dove embarks upon his most recent venture, Palmer&Company International. Dove and his team of educators have developed a unique method of structured education named MethD, a concept designed to help each student move beyond their comfort zone and achieve their maximum potential and he is delighted to now bring this approach to the hairdressing world. Hair Biz Editor, Kym Krey spoke with Dove recently to learn all about his wonderful new venture.
DOVE, TELL US ABOUT YOUR EARLY YEARS IN THE INDUSTRY WORKING WITH UMBERTO GIANNINI.
To start with thank you for having me and giving me this opportunity to share my journey. What a great question; this is the first time I have been asked about those days. This was the first big brand I had worked with. Umberto was the British Hairdressers of the Year and his images had been everywhere and I loved his view of beauty. As you may have guessed, I was young and my eye was not trained, so this was the perfect chance to see from the eyes of a Master. Unfortunately, Umberto was very ill and I did not have the chance to work with him but he had created a great team who kept his dream
Dove Palmer alive. This was a period of understanding what I needed to do to follow my dreams and at any high level, I found out that it’s all about hard work.
WERE YOU ALWAYS SURE THAT HAIRDRESSING WAS THE CAREER FOR YOU?
Funny you say this, because I never wanted to do hairdressing. My Mum and Dad had been hairdressers on the cruise liners and travelled the world creating hair in the 60’s but I never thought of it as my life. I always want to do something artistic but never knew my vocation, and it was not until I was 30 that I made the change and it was the best thing I ever did. I walked into the hairdressing college and understood that I could be happy. A great industry with great people and so many options and directions to go in. The best!
YOU WERE CLEARLY A DEEPLY CREATIVE SOUL, RIGHT FROM YOUR EARLIEST YEARS AS YOU PROGRESSED TO EDUCATION AND CREATIVE DIRECTOR ROLES QUITE QUICKLY.
I was very lucky; I was with some great people with amazing visions and these visions drive you and inspire you. My biggest advice for people wishing to grow, and this is in all areas, is to surround yourself with the best, likeminded people. This helps you find your way. It
Palmer & Co is not always easy and can take a long time but it will help you achieve your biggest potential.
YOU HAVE HAD MANY ICONIC IMAGES PUBLISHED. WHAT IS IT THAT YOU LOVE ABOUT CREATING PHOTOGRAPHIC IMAGERY?
Out of all the visual forms, the photo has always been my favourite. To be able to capture an image and a moment with the correct lighting, angle and feeling is incredible. We all see things in different ways, and this gives you different emotions and different viewpoints. A photograph captures this and your vision. Some people will love it and other will not, but if you can achieve the perfect harmony then you can tell a story.
WAS CREATING YOUR OWN EDUCATION BRAND ALWAYS A CAREER GOAL?
Nooooo, I just wanted to learn. But I found that though teaching, I would look into technique in a different way. I had to know the reason ‘why’ behind everything I did. Once I analysed things more deeply, I understood that it was about the student and not about me. If I could give understanding in a simple and informative way, they could grow as well. Everything happened organically.
YOU ACHIEVED GREAT SUCCESS WITH JEAN-BAPTISTE MAZELLA BUILDING THE BRAND MAZELLA&PALMER. WHAT WAS IT THAT ALLOWED YOU TO PRESENT AROUND THE WORLD WITHIN THAT FIRST 8 MONTHS?
It was all about branding and having what was needed at the time. It all started with the slogan “Not Just How to Cut Hair, But Why”. I remember sitting down and trying to think of what was most important for education and this came into my mind. When we released the brand, we received message after message stating that this is what was needed in the industry. It was the starting point of everything. I was very lucky to have been given a great book that told the story of IBM, and it said that when starting a business, you have to create an image that you are a big business right from the start and this is what we did. We created a timeless name, logo and social media presence that said we had been around for a long time. I was very lucky to have control of this and spent many hours developing this direction.
WHAT WAS IT ABOUT THE METHOD YOU DEVELOPED TOGETHER THAT MADE YOUR EDUCATIONAL APPROACH TRULY UNIQUE?
I think trusting each other to do the jobs that we do best. I came from the education side and JB came from the salons. He allowed me to develop the concept from my previous experience and I allowed him to develop the business side in his image. Partnering with people is about understanding strengths and weaknesses and we understood ours. I was very lucky to have this opportunity.
EXPLAIN YOUR ETHOS, ‘ADVANTAGE THROUGH TECHNIQUE’ FOR US.
I have a best friend that I always go to advice and we talked about what I wanted to achieve and how I was going to do it. He has always advised me on even the smallest matters, and this was a collaboration on how to explain what we did. The comment goes straight to the point; if you understand technique then you will have more control, and this is an advantage in any situation.
TELL US ABOUT YOUR EXCITING NEW BUSINESS PALMER&COMPANY INTERNATIONAL.
Working together in a business and creating a life, you have to have the same goals. Palmer&Company International is a new venture with the trained education team from my other company. I was very happy that when I went in a new direction, they asked to join me. They see things in a progressive way that matched the way I was moving in. As in our life, we can go in many directions. We believe that we have an ever-growing industry so we have designed a concept that will grow with our students and the industry we are in.
DOVE, COULD YOU EXPAND MORE ON YOUR STRUCTURED EDUCATION SYSTEM, THE ‘METHOD’ FOR OUR READERS?
The Method is based around a concept that is broken into three parts. We explain the information through detailed lectures, and this explains the concepts; it helps the students understand. The second part confirms this information through demonstrations, so the students physically see the information at work. The final part gets the student involved so they can experience and understand the
information. The 3 steps together make a detailed education concept that helps the student understand and develop when we are not with them. We do not want to chance how they work but give them the tools to develop themselves when we are not around.
WHAT HAS BEEN THE GREATEST ACHIEVEMENT OF YOUR CAREER TO DATE?
For me personally, it’s when I see that the student understands; when the light bulb turns on and their eyes start to glow. This is my energy and why I do what I do.
WHAT DO YOU FEEL HAS BEEN THE GREATEST CHALLENGE YOU’VE FACED AND OVERCOME?
Understanding that we are all different and that I cannot make everybody think the same way I do. We are all different and see things in our own ways. Not everybody understands me or the way I think. I have found that I should not try to change people or force them to think my way.
WHAT’S AHEAD FOR PALMER&COMPANY INTERNATIONAL?
We will keep developing the education system, meeting new people and spending time with people whom we love and who think the same way. We are planning to open a studio rather than an Academy, and this space will be a hub to work, train, hang out and invite like-minded students and friends to create hair and develop concepts. We do not want to take over the world but rather develop a concept that makes us better at what we do.
AND WHAT ARE YOU MOST LOOKING FORWARD TO ABOUT HAIR EXPO AUSTRALIA 2019?
Mainly seeing some of the best people I have met in the industry; true friends and inspirations. The last time I went to Expo was almost 15 years ago. The Australian hair industry has kept growing every year and is now one of the leading markets in the world. I want to be inspired by this and meet some of my icons, as you guys have many. Thank you for inviting us and we will be retuning next year for educational events, so please keep an eye on social media for those dates and the new collections!
Hair Biz Year 13 Issue 4
10 MINUTES WITH
He’s the fun-loving, wise-cracking Managing Director (‘Boss Man’) of iconic scissor brand, Excellent Edges and the happy, smiling face you’ll see on their stand at almost every industry event (if he’s not off somewhere making mischief!)
He was the budding hairdresser who joined the industry with ‘no idea what he was in for’ and 28 years later is a passionate industry advocate, travelling the world, educating thousands of stylists and taking his brand from strength to strength. Pete Walstab is a loveable larrikin, talented artist, skilled designer and accomplished businessman, all at once. He’s turned his business around to become a dominant force and ‘household name’ within the industry, and even won Hair Expo 2018 Business Performance of the Year!
“I WORK IN AN ANIMAL ENCLOSURE WITH SOME OF THE MOST EXOTIC AND DOWNRIGHT WEIRDEST CREATURES TO WALK THE EARTH AND I LOVE EVERY MINUTE OF IT!” 14
Hair Biz Year 13 Issue 4
An avid supporter of Hair Aid and the Haircuts For The Homeless program, as well as countless other industry events and initiatives, it’s time we took a moment or two to celebrate the man, the myth, the legend that is Pete Walstab and get to know a little more about what makes this man tick.
TELL US ABOUT YOUR VARIOUS ROLES IN THE INDUSTRY TODAY:
The official title is “Boss Man” of Excellent Edges, so it’s overseeing the whole business and trying to make sure we don’t go bankrupt! I play a role with our bladesmiths in the design and release of all our new scissors and updates and improvements to our current ranges. I like to think my main focus is on our education platform; it’s one thing to have great scissors, but it’s vital to educate hairdressers on how our tools work. I spend a lot of time traveling domestically and internationally running workshops for hairdressers, which is one of my favourite things about my role.
TO HELP US GET TO KNOW YOU A LITTLE MORE, TELL US A LITTLE ABOUT YOUR UPBRINGING.
I was born in Sydney and moved to Melbourne when I was about 6 years old, so Melbourne is definitely my home. My Dad was a real estate valuer and my Mum was a hairdresser and I doubt there was a TV in the household as I’m the youngest of 6, 5 boys and a girl. I was a pretty quiet and shy kid until I hit my teens, then all hell broke loose. I was a ratbag at high school, and I loved every second of it. I managed to finish my schooling (just) but it was pretty obvious to me that an office job or university at that time, wasn’t going to be my calling.
HOW DID YOU FIRST GET INVOLVED IN THE INDUSTRY AND WHAT HAS LED YOU TO WHERE YOU ARE TODAY?
I could say I was following in the footsteps of my Mum, but if I’m going to be honest, I thought it was a great way to meet girls. I didn’t think of it as a serious career option for me at the time, but it didn’t take long to realise I had just landed in the most perfect industry for me. I started my apprenticeship at Efbee in Carlton and worked there for about 6 years. I was a human hair clip for the first 3 years but I loved it and still have great friends from those days. I then joined Rok Hair Studio in South Yarra and spent 6 years working with Joe Giampa and his great team. It was the polar opposite to my old salon in that all our work was done on dry hair using freehand techniques, so it was really intriguing. I opened a shop called ‘The Lab for Hair’, a small boutique salon in South Yarra with Walter
Facci. I was a partner in the business for about 7 years before I started wanting a bit of a sea change and looking for the next chapter.
AND SHARE WITH US HOW YOUR EXCELLENT EDGES JOURNEY BEGAN.
I had always used Excellent Edges scissors throughout my career and had done some seminar work for them over the years. When I left the salon, I actually went for a job with L’Oréal as a sales rep, but the only slight problem was that I had no idea about the product, as I’d never coloured hair. It was actually my wife Sammy who said to me, “You like cutting; what about the scissors you carry on about?” I rang Tim Payne and he said to come in for a chat the next morning. The interview lasted about 5 minutes and turned into my first day at my new job. I was always going to be a shithouse sales rep, I hate rejection, so thankfully I got a role doing Education and Marketing. Fast forward 12 years and I’m lucky enough to get to continue the legacy of Excellent Edges in our industry.
IF YOU WEREN’T DOING WHAT YOU DO NOW, WHAT ALTERNATIVE CAREER WOULD YOU CONSIDER?
I remember being a kid and standing in front of my class telling them I was going to grow up and become a Gameshow Host. I was obsessed with it. I used to come up with competitions and questions, making my mates come on “the show” as contestants. So yeah, if I wasn’t doing this, I’d probably put Grant Denyer out of a job, I guess.
WHAT ACHIEVEMENT ARE YOU MOST PROUD OF IN YOUR LIFE OR CAREER?
Professionally, winning 2018 Business Performance of the Year at Hair Expo was a pretty big highlight for me. It was a huge year with buying the business, so winning that was a nice little cherry on top. Personally, on November 12th, 2018, my wife Samantha and I welcomed our beautiful daughter Zoe Blossom into the world. Having been together for over 25 years, it took a little longer than either of us expected but it has been an absolute blessing and I pinch myself everyday about how great our little family is and how lucky we are.
GIVE US THREE THINGS YOU’RE PASSIONATE ABOUT:
Besides the obvious one being Scissors…… - Food: the cooking and the eating part as well. - Alcohol, specifically (but no exclusive to) Gin, Beer & Red Wine - War History…. yeah, weird I know.
DESCRIBE YOUR IDEAL SUNDAY:
• It would start with a great coffee. I’m a coffee snob so have a machine and grinder at home to ensure I’m not disappointed. Then some poached eggs on sourdough with crispy bacon and some digestion time
afterwards on the couch. • Sneak off to the driving range to hit some golf balls followed by a walk to the park with the family and our fur baby. • Then an early afternoon session of Yum Cha, smashing as many of those wonderful little parcels of happiness as I can. • Watch St Kilda get beaten …..again. • Too full to eat dinner so cheese and red wine it is.
WHAT’S LEFT ON YOUR BUCKET LIST?
• Places I want to spend time in - France, India, Peru, Croatia, Antarctica to name a few. • Buy a summer house in Spanish Riviera or on the Amalfi Coast to avoid Melbourne winters • Invent a cure for a hangover • Learn to play the piano • I’m scared of heights, so I want to sky dive
CRAZIEST, FUNNIEST OR MOST UNUSUAL THING/S YOU’VE EVER DONE AT WORK?
I’m going to need a few pages here. As I’m writing this, 2 of my staff members are bleaching their hair with box dye and I have just applied Just for Men Black to my beard because I didn’t want to turn my hair orange. I work in an animal enclosure with some of the most exotic and downright weirdest creatures to walk the earth and I love every minute of it. Crazy things happen on a pretty regular occurrence, from stealing our receptionist’s car and parking it in our showroom to having to sit next to Russell naked on a bucket washing ourselves in a Japanese Onsen without laughing in front of our hosts who were pretty serious about the whole ordeal. We are the only company I know that has safe words for when shit gets too out of hand. ‘Click’, ‘Pineapple’ and ‘Balloon’ get thrown around a bit.
WHAT’S THE BEST ADVICE YOU’VE EVER BEEN GIVEN?
My first boss told me two things and they have stuck with me ever since: The first is “When you’re green you grow and when you’re ripe you rot.” And secondly “Don’t be a magnet for Fucktards and Shitbirds” I only live my life by one of these wise quotes though.
WHAT’S SOMETHING INTERESTING OR QUIRKY WE MIGHT NOT KNOW ABOUT YOU?
I walk with my little fingers sticking out, I’m not sure if it’s for balance or aerodynamics, but it happens, and I can’t stop it.
WHAT MAKES YOU LAUGH?
People falling over and Russell Rentmeester. I laugh most when Russell falls over
WHAT’S YOUR GREATEST FEAR? Vegans
IF YOU COULD LEAVE THIS INDUSTRY HAVING ACHIEVED JUST ONE THING, WHAT WOULD THAT LEGACY BE?
That you can go through life not taking yourself too seriously, have loads of fun, pass on your knowledge, be nice to people and still be successful at the same time.
Hair Biz Year 13 Issue 4
For a brand to have stood the test of time and still be at the pointy end of hair fashion, along with some 600 salons worldwide, including 23 in Australia, is a truly, rare accomplishment.
Lasting success on this scale rarely happens by accident, so we asked TONI&GUY MD, Dennis Langford to take us behind the scenes and talk about the factors that he believes have contributed to the brand’s massive success: their strengths, their culture and what lies ahead.
DENNIS, WHAT DO YOU BELIEVE SETS THE TONI&GUY BRAND APART TO RESULT IN YOUR CONSIDERABLE ACCOMPLISHMENTS?
There is a reason, a calling, a method and a strong belief and culture that runs through the company as its lifeblood. I believe that it all begins with a philosophy. A philosophy is a way of thinking; that thinking comes from a belief and that belief comes from a feeling of certainty. When your beliefs are so strong, you cannot help but influence others to follow you and these philosophies were taught to me over the years of being with TONI&GUY. - Surround yourself with ideas and related people 16
Hair Biz Year 13 Issue 4
in order to grow. - Do not dictate anything to anyone - Bite off more than you can chew, and then chew like crazy. - You will always be judged by the quality of your actions and the integrity of your intent - Whether you think you can or think you can’t, you are right - Volunteer for everything - You will need a balance of courage and compassion to be an effective leader - Write things down. It allows you to remember, it shows you are serious, and it shows respect for the person that you seek this knowledge - Never be late, as it shows a lack of respect for other people - Appearance: (from an excerpt from Anthony Mascolo’s autobiography)- “My father would always be immaculately dressed, in a smart suit with a white carnation in his buttonhole”. We also share these philosophies around client care: - Create styles to suit the individual.
OUR STRENGTHS, OUR CULTURE, OUR FUTURE - Make every client feel nothing less than a million dollars - Make every client experience a noteworthy one, and to us, a noteworthy experience is one that someone has to relay to another person, as soon as possible. It makes them feel even better when they can share it with a friend. - Delight our clients by going beyond their expectations and surprising them with the unexpected.
SOMETHING THAT HAS ALWAYS STRUCK ME, IS THE FOCUS ON DEVELOPING AND ELEVATING YOUR PEOPLE WITHIN THE BRAND. TELL US MORE ABOUT THAT.
The TONI&GUY story has always been one of sharing ideas and empowering people to grow- not only as a hairdresser, but also as a confident person to the extent that one day, when our people are ready, they can step up with enough confidence to own their own TONI&GUY business. We believe that you will get everything in life that you want, as long as you help enough other people get what they want first and we give our people the confidence to invest in themselves. Toni has always said, that every single staff member of our organisation, has the right to own their very own TONI&GUY salon, so we look for people who have a great track record with us over the years. They are people who, as a staff member, show the above attributes, they build a great clientele (in about 14 months) and they are keen to always learn more. They turn up for everything and they do what the boss wants! Now, we always need to remember here that staff who step up from the team to become a salon owner have no clue about how to run a business. They have never done it before. So this is where the advantages start to kick in with our franchise model.
EXPAND ON THAT FOR US, DENNIS. HOW DOES YOUR FRANCHISE MODEL SUPPORT THESE OWNERS TO SUCCEED?
We have a wealth of support in all of the topics they will need to know in order to make their salon a success, such as recruitment, business acumen, marketing, education and finance. And if a staff member has not shown the right traits consistently enough, then we encourage them to change, in order to learn a new skill set that is required to own your own business. Once they have taken that step into ownership, they not only step into a support network of other highly experienced salon owners, they also have the support of our proven methods for making salon businesses very profitable, but also an incredible brand reputation which helps in attracting both clients and staff and our world famous business and creative education.
TELL US MORE ABOUT THE TONI&GUY CULTURE.
Our culture is something that is quite unique. Not everyone gets it. Until you are working with the brand on a constant basis and see the purpose or
reasons why things are done a certain way, you never quite get it. Our business doesn’t suit everyone. Some people come and they go. Some own salons with us and then sell out, but the ones that truly see the benefits of the brand and never lose focus of these things are greatly rewarded, both financially and spiritually. They lead a very comfortable, balanced life. Culture for us is a living, breathing organism throughout the brand. Our people feed off it and therefore help it to grow. A culture is a system of procedures and guidelines that people love to be in. They feel safe and secure; they have a sense of belonging and contribution. The TONI&GUY brand has some 6000 employees worldwide, all at different stages of growth and development. Our culture is one of giving, nurturing and developing their full potential, both as a skilled hairdresser and a more confident person.
AND WHAT IS ON THE HORIZON FOR THE BRAND IN THE COMING YEARS?
Our future is looking very bright indeed. I surround myself with people who believe in the same philosophies I do, and these people, (salon owners and staff) are the people who breathe life into the brand of TONI&GUY. I would personally like to thank each and every one of them for their positive approach to life and to the business of hairdressing. We also now have a new CEO in London who has taken on the dream of Toni and that is: “To grow the best, most respected, creative hairdressing company on the planet, where people love to work, and clients love to be”
WHAT CHANGES DO YOU SEE FOR THE INDUSTRY AND FOR THE BRAND AHEAD AND HOW IS TONI AND GUY POISED TO ADAPT TO AND THRIVE THROUGH THESE?
The TONI&GUY brand has been around for longer than most hairdressers in the industry today. It has stood the test of time. Not just as a single salon, but as a franchise model that has allowed so many hairdressers to own their own salon and be responsible for their own destiny. We have done this while still remaining at the pointy end of fashion and awards and it is a claim, I am very proud of. Our future will depend on how we evolve, and “future proof” ourselves; how we stay relevant as we move into the future. Our global Superbrand must become more localised, having a feel of boutique and community, while having our heritage, always present. With technology and communication now being so not face to face, our salon experience will be a refuge for our customers to come and connect with a person who shows true interest. Real authenticity towards that customer. Our industry will never be replaced by machines. Hair will keep growing…well, for most of us! As long as we keep making people feel nothing less than a million dollars on every visit, we will continue to be “the greatest hair fashion brand, the world has ever seen.”
GHD ghd ORACLE ORACL Curls s es dl En ol To e On
Introducing the professional tool that creates endless curls in one simple stroke.
Making curling easier than ever before, this innovative curling tool uses patented breakthrough Curl-zone technology which combines a unique shape, the styling power of heat and the setting effect of cooling, to create a variety of curls for all hair types – in just one stroke. No matter which section of hair you are styling, or which angle, the hair will always pass through the same U shape for the perfect curl effect with ease. By tilting the ghd oracle at slightly different angles you can create a variety of different curls and waves, from loose beachy waves, to a more uniform curl.
Nadine Johns-Alcock, National Education Manager, ghd ANZ believes that the ghd oracle is a true breakthrough in styling technology giving stylists and consumers a new curling experience in salon. “The ghd oracle opens up endless curling possibilities and allows you to create an infinite array of looks with just the tilt of the hand. Professional stylists are a trusted source of creativity and advice, so by delivering oracle directly into their hands we empower them to be the true ‘oracle’ for their clients as well as support and foster old and new clientele for the salon,” says Nadine. “Our salon partners are required and committed to taking part in a series of education with ghd,
allowing us to help them have the skills and knowledge to conduct complimentary tutorials for consumers to learn how to use oracle before purchase. These sessions include a breakdown of the tool’s curl-zone technology, how the tool works and a series of looks stylists can re-create Plates heat hair to the optimum for their clients.”styling temperature of 185°C
One tool, endless cur
The new hair curling revo
With education being an integral part of the oracle launch strategy, bolstering the ultimate 1:1 experience between ghd, stylists, and consumers, ghd is excited to welcome more salon partners to be part of ‘oracle’ journey as they continue to roll out across the country Developed by ghd over 6 years and with over 675,000 hours of testing, ghd oracle offers endless curl possibilities.
“So many of my clients struggle to curl their hair, but with the new ghd oracle, curling is now as easy as straightening.”
Adam Reed, ghd Global Brand Ambassador
Hair Biz Year 13 Issue 4
Heat quickly tran from Curl-zone heat-pipes to h
“ghd oracle is the culmination of many years of research, resulting in a versatile professional tool that combines heat to shape the hair, with a cooling system to set the hair. This innovative tool heats hair to the optimum temperature of 185°C and then curls and sets the hair by flash-cooling it with a temperature differential of over 100°C to ensure the style is set and that the curls last.”
Steve Elstein, ghd Vice President of product development and research
Hair passes through a unique U shaped barrel, made up of 4 different ceramic plates. As hair glides through the heated zone, it is shaped into the curl and as the hair continues to glide out of the U shape, it is flash-cooled instantly, setting the curl. The immediate cooling ensures long-lasting results. In addition, this means that the tool is cool to touch and can be placed directly at the root for a fearless curling experience.
OPTIMUM TEMPERATURE OF 185°C
When hair is styled at 185°C it enters the glass transition phase. The glass transition phase means the temperature at which a material goes from a hard or brittle state to a malleable or plastic state so in hair styling, this is the temperature at which your hair can be styled, without damage.
www.ghdhair.com/au #ghdoracle Hair Biz Year 13 Issue 4
INDUSTRY NEWS | INDUSTRY NEWS | INDUSTRY NEWS WORLD’S FIRST LGBTQIA WEDDING PLANNING APP LAUNCHES IN AUSTRALIA
Introducing yess, the world’s first, innovative mobile app designed specifically to help the LGBTQIA community find non-discriminatory service providers for their next event. Yess will help users to plan the perfect wedding, using businesses that love working with people of all walks of life. Founder and Managing Director of yess, Jill Burgess says, “The idea of yess came to me back in December2017 when I was starting to plan my own wedding after the ‘YES’ vote went through. I drove past the church my parents were married in and thought, “Wow, now for the first time in my life, I can get married.” I then wondered if anyone in the LGBTQIA community wanted to get married in a church and how you would find out which churches would actually do it”. Yess now has 22 provider categories and launched with over 60 approved providers, some of whom Jill used to locate services for her own wedding. Yess is free to download from Google Play or the App Store, and free to register with salons paying a $3 per lead enquiry fee. A maximum of 3 businesses of each type per suburb are selected for each business lead. www.getyess.com
AFFINAGE PROFESSIONAL 2019 COLOUR COMPETITION WINNERS ANNOUNCED
After selecting from so many inspiring entries for their 2019 Photographic Colour Competition, Affinage Professional are excited to announce the Winner and People’s Choice Award winner. The competition showcased the creativity and technical expertise of hairdressers throughout Australia, New Zealand, Asia Pacific and the Indian subcontinent. Entrants were required to create a wellexecuted and inspirational modern colour complemented by a beautiful style and Winner - Florrie Nicholls finish. Both winning looks feature vivid purple hues reflective of current hair colour trends. An expert panel of judges crowned Florrie Nicholls from Phat Hair & Makeup in New Zealand as the 2019 Winner for her creation of a deep indigo root stretch on pre-lightened hair using a combination of .221 Infiniti Intensives and high-level violets with a fresh lob haircut and bold makeup to complete the striking style. Social media fans were polled for the People’s Choice Award, with Alana Hook from Simply Beautiful in Western Australia taking out the popular vote. She created a rich extra violet root shadow using Infiniti Permanent colours and a pastel colour melt using Pop Art which People’s Choice - Alana Hook features coral, lilac and sky-blue tones. A crown braid accented with statement hair clips finishes the look. Both winners will receive prize money, a trophy and The Ultimate Styling Gift Set by Lorna Evans. www.affinage.com.au
ANTHONY NADER WORKSHOP SELLS OUT IN HOURS!
Australian hairdressers just can’t get enough of Anthony Nader. In fact, when he posted details for his RAW Editorial Workshop on social media, it sold out within just hours! Demand was so great, that Anthony has had to add not only a second, but also a third workshop to accommodate all who wanted to attend. Anthony explains that he is asked a lot when working either backstage or on photoshoots by makeup artists and hair assistants if he would show them a few hair tips and tricks, which he’s always very happy to do, and this gave him an idea. Maybe there is enough demand to hold a full workshop devoted to these skills? We think it’s safe to say, there definitely is and Anthony has added 2 more dates for those who’d like to attend July 28th and October 20th 2019. The RAW Editorial Workshop focused on how to create and execute a strong beautiful technical blowout and then “undress” the hair to create an editorial look that will last the day out (which is vital). Also covered was editorial up styling, lace front wig work, extension placement, getting to know your tools and hair products and also when to use them for best results. After this program, attendees had much more confidence to tackle their next photo shoot armed with the skills to work smarter, not harder. Your place is confirmed with a $100 deposit and the rest is payable on the day. Grab your tickets by emailing email@example.com www.rawhair.com.au
COLOUR TROPHY 2020 NOW OPEN FOR ENTRY
In 2019 L’Oréal Colour Trophy went above and beyond to capture the attention of both industry and consumers in an epic night to remember! The event showcased 110 years of L’Oréal Professionnel pioneering professional haircare, hosting the industry’s elite to celebrate Australia’s best colourists and stylists. Returning in 2020, Colour Trophy, the longest running hairdressing competition, promises to continue to drive excellence within the industry, empowering local Australian artists to experience the exhilarating world of live hairdressing and glamour runway prestige! L’Oréal Colour Trophy 2020 promises to further push the boundaries of hair innovation and trends, inspiring hair fashion looks for years to come. Entries are open now and close 31st of August 2019. www.lorealcolourtrophy.com.au
INDUSTRY NEWS | INDUSTRY NEWS | INDUSTRY NEWS BRITISH HAIRDRESSER OF THE YEAR AWARDS NOW OPEN!
HJ’s British Hairdressing Awards, sponsored by Schwarzkopf Professional, are open for entry, and with the launch of the new International Collection of the Year category, there’s never been a better time for Australian hairdressers to enter. The International Collection of the Year award is open to all qualified hairdressers with a regular client column who work outside of the UK in a commercial environment and have done so for at least three years (excluding training). www.hji.co.uk/bha
BRITISH HAIRDRESSER OF THE YEAR NOMINEES ANNOUNCED
Following months of conjecture, the nominees for Hairdressers Journal’s coveted British Hairdresser of the Year title, sponsored by Schwarzkopf Professional have been announced. With two new names bursting into this year’s mix, Robert Eaton and Adam Reed complete a line-up of 9 fabulous hairdressing game-changers. The 2019 nominees are: • Darren Ambrose: previous British Hairdresser of the Year winner 2015, a leader within session styling and hairdressing alike • Sally Brooks: British Hairdresser of the Year for the second year in a row, Sally is making her title work for hairdressing with her ‘The journey to my destination’ film that is reaching educationalists and parents across the UK • Errol Douglas MBE: honoured by Her Majesty the Queen for services to hairdressing, multiple award winner and hairdressing superstar • Robert Eaton: one of the most current and renowned colourists of the moment • Gary Hooker & Michael Young: hairdressing’s most famous duo, stage-stars, creative inspiration and talented educators • Adam Reed: session stylist and salon owner, a colourful, skilful character bridging consumer and hairdressing worlds • Cos Sakkas: second time nominee, an artistic talent and a legend within Toni & Guy • Angelo Seminara: four times winner and one of the most captivating and original hair stylists of our time • Eugene Souleiman: no words other than Eugene is a session stylist extraordinaire Candidates are nominated by their peers on their professional reputation, vision and trend setting skills as well as their ability to promote and be an ambassador for British hairdressing across the globe. Each will create a representative collection of their work which will be judged in September 2019 by up to 100 of their peers along with hair and beauty journalists and influencers. Winners will be revealed at the 2019 British Hairdressing Awards on 25th November, at the Grosvenor House Hotel. www.hji.co.uk
A DAY WITH KEUNE
More than 1,000 hairdressers from across the globe gathered at Keune Haircosmetics biannual Day with Keune event held at The Star Sydney. Showcasing the latest trends in the hair industry including cutting, colouring, up styling and editorial looks, hairdressers from across Australia, New Zealand, Brazil, Singapore and Indonesia got a closeup educational experience, furthering their technical skill through artist presentations on stage at one of the hair industry’s biggest events. International Brand Ambassadors James Beaumont & Tom Chapman opened the show by demonstrating the latest barbering techniques on 14 male models, before one of Brazil’s top celebrity hair stylists with a social following of over 300K, Tiago Aprigio, showcased colouring techniques live on stage. Keune Brand Ambassadors Jo Banks from Hair Art WA, and Alicia Riley from Unique Artist NSW presented a range of editorial styles inspired by divine women and female empowerment.
KEUNE CHARITY BALL
The annual Keune Foundation Ball raised over $16,000 to support Australian families whom have a child diagnosed with a life-threatening illness. Event ticket sales, silent auctions, raffle tickets and themed photo booths at the event contributed to the total amount raised for The Keune Foundation, with all funds raised goes directly towards assisting families in need. In 2018 over $1 million to Australian families in need. In addition, 10c from every Tinta Color tube and So Pure Color tube sold to salons across Australia is donated to the charity. www.keune.com.au
SALON INTERNATIONAL ANNOUNCES STELLAR LINE UP Every year, Salon International boasts an all-star line-up of hair shows, headlined by some of the most exciting names in the industry and providing technique know-how, trend insight and masses of inspiration. The 2019 line-up promises to be bigger and better than ever with Salon Live shows from Sassoon Academy, Saco, Rush, Toni&Guy and Schwarzkopf
INDUSTRY NEWS | INDUSTRY NEWS | INDUSTRY NEWS SALLY BROOKS INSPIRATIONAL DOCO NOW AVAILABLE IN AUSTRALIA
Professional, as well as Salon Seminars from the Trevor Sorbie Artistic Team, Mahogany and Patrick Cameron. The spectacular Alternative Hair Show will also be held at Salon International on Sunday, 6th October. The Schwarzkopf Professional Salon Live shows will be the ultimate showcase of all things creative, bringing together inspirational work with real-world trends and ideas to take back and boost your salon business. Opening the show in style will be the Rainbow Room International Artistic Team with British Hairdressing Awards winners Suzie McGill and Dylan Brittain, showcasing dynamic cuts, colours and styling, as well as sharing techniques and tips to make their stage looks work in the salon. Next Gary Hooker and Michael Young, hairdressing’s most famous duo who boast a staggering 12 nominations for British Hairdresser of the Year between them will be sharing their trademark blend of gorgeous, luxurious hair with a cool, trend-led twist, in a show that’s guaranteed to inspire. Finally, Tyler Johnston and Lesley Jennison – the inimitable duo behind Essential Looks – will close the show with their Inspire UK showcase. Taking the Essential Looks trends and turning them on their head, the show will explore the ideas, inspirations and ethos behind each to look, to kick start your own creative process. Tickets available at www.salonshow.co.uk/tickets www.salonshow.co.uk
SHOWPONY SHINES AS OFFICIAL PARTNER OF MISS UNIVERSE AUSTRALIA 2019
Showpony Professional have once again partnered with Miss Universe Australia for 2019 in a partnership that will see the Miss Universe Australia contestants sporting the much-loved Australian brands range of hair extensions. Showpony Founder, Stephanie Mason says, “Our brand is all about helping women achieve the hair of their dreams. Supporting the Miss Universe Australia Competition means we act as trainers and mentors to help the contestants learn essential styling techniques to ensure they can create effortless and flawless looks using Showpony Hair Extensions as well as other professional styling tools and products.” With the competition now in the final stages, the State Finalists were recently invited to attend a Bootcamp in Bali, aimed at preparing the contestants for the upcoming national final in June. The Bali retreat saw the girls participate in a schedule of team building activities, photo shoots, finals coaching and preparations and fashion photoshoots with Caterina Di Biase (@headingouthair), Sharlene Lee and Ruth Marlow (@circlesofhair), Michael Mendel (@ghdhair_anz), Dodie Jay and Rachelle Rose (@natalieannehaircare) and Stephanie Ann Mason (@ showponyhairextensions)
‘The Journey to My Destination’, the inspirational documentary which has taken British hairdressing by storm is now available in Australia. The documentary is a onehour film produced by British Hairdresser of the Year, Sally Brooks, about the amazing opportunities available in the hairdressing sector, with insightful interviews with top hairdressers, colourists, salon owners and session stylists. As a society, we increasingly think of intelligence as about being good at maths or a whizz at science, having the ability to speak a foreign language or write a killer history essay. Somewhere along the line we have forgotten to value creativity and those who create things with their hands; those who think outside the box and bring their ideas to life. And yet these skills are actually the most important factors in some fantastic careers like hairdressing. In this film, the current British Hairdresser of the Year, Sally Brooks, explains why hairdressing isn’t a ‘second-best’ career; that it’s actually a career choice full of opportunity and with the ability to grow and change with you throughout your life. Along with videographer Gabriel Maciuca, also a barber, Sally takes us through the potential highlights of this exciting profession, asks big names in the industry to tell their stories and gives her own unique insight into what it takes to get to the very top. Hairdressing always tops the list of happiest industries to work in and what other career can offer opportunities as varied as setting up your own business, creating trends and even travelling the world? With your innate talents, the right mentor and lots of hard work, it could be the most exciting career for you. The DVD is now available in Australia, contact Clive Allwright at Piloroo on 02 80523990 www.brooksandbrooks.co.uk
THIS IS MOVA…. THE NEWEST IN SALON ESSENTIALS FROM COMFORTEL.
Want the latest in hairdressing equipment, look no further than Comfortel’s newest design, the Mova Hairdressing Trolley, that will change the way you work! Your very own personal assistant, this premium trolley boasts a power board that allows you to operate your electrical tools from the back of trolley. With only one electrical cord plugged into the wall that controls the power, multiple tools can be used (behind the chair) and no longer at the wall. The salon staple has been transformed into your very personal mobile work assistant with essential hairdressing needs like a heat proof expandable workspace with dedicated hair tool holders and easy wheel hub less casters. Designed to be a showstopper design, the Mova showcases Comfortel’s love for on trend design and materials. A thoughtful, modern trolley that suits the way you work and compliments your salon space…yes please! Available in Classic Silver, Black on Black and Bronze. Available from Comfortel. Showrooms Australia Wide. www.comfortel.com.au
Re-engineered for professionals. Pulse-width modulation Air Multiplierâ„˘ technology The volume of the air drawn in is amplified by three times, producing a high-pressure, high-velocity jet of air.
Enables precise control of heating element.
Annular element construction Annular double-stack heating element allows a compact barrel without compromising heat generation.
Re-engineered Professional concentrator Wider and thinner for precision styling, with cool grip edges.
LED indicators Clearly shows selected settings, and filter cleaning prompt.
Increased magnetic strength 2x stronger magnetic attachments, for secure 360Â° hold.1 1 Compared to consumer model.
Helps protect hair from extreme heat damage Intelligent heat control measures air temperature 20 times a second.
3 speed settings and 4 heat settings, including cool shot.
Charged particles in the air reduce static in the hair.
Aperture design reduces air rush noise. Constructed from liquid crystal polymer to ensure thermal stability.
One inaudible frequency.
Dyson digital motor V9 spins at up to 110,000rpm.
Vibration sound reduction mount
Light in the hand
A rubber isolation mount prevents the motor from vibrating against the inside of the handle, reducing the transfer of noise between the motor and the case.
The 27mm diameter motor is uniquely positioned in the handle, for balance.
Improved filter, built for salons Magnetic, removable and washable, with filter cleaning brush.
Longer cable 3.3 metres, for freer movement.
The Professional edition Only at Dyson.com/supersonic-professional-signup #dysonprohair
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AHIA AUSTRALIAN + NSW/ACT SALON OF THE YEAR
SLOANS OF LANE COVE
2019 AHIA State Salon of the Year NSW/ACT - SPONSORED BY KITOMBA - Sloans of Lane Cove
2019 AHIA Australian Salon Business of the Year SPONSORED BY MOCHA - Sloans of Lane Cove
WHAT DOES IT TAKE TO BE THE AHIA AUSTRALIAN SALON BUSINESS OF THE YEAR? Well, according to Sloans’ fearless Director, Scott Sloan: 8713 haircuts, 8834 colours, 4009 prescribed retail products, 17 fashion shows 27 photographic shoots and 23 educational seminars delivers across the globe! Situated on Sydney’s leafy lower North Shore, Sloans is a well-established salon brand which has been dedicated to delivering a little modest glamour in a relaxed and sociable space for over 18 years. Created by industry authority Scott Sloan, Sloans of Lane Cove quickly became the go-to destination for Sydney’s style set, attracting an enviable clientele and providing a base from which Scott is able to balance his salon, editorial, collection and education work as well as his partnership with long-term employee and colleague Jordan Hone in his second site, Sloans of North Sydney. Australia’s best salon business boasts a loyal team of 23 dedicated professionals, including six who’ve been with the brand over 10 years and four who have passed the 13-year mark! Armed with the latest tips and trends from the fashion capitals around the world, this vibrant team channels a very fashion forward vibe onto the salon floor and remains dedicated to creating cutting-edge colour and styling work, ensuring their clients’ hair is always a season ahead of the rest. The Sloans crew are not only proud
Hair Biz Year 13 Issue 4
recipients of the AHC Gold Salon Select accreditation (with a 5- star mystery shopper review!) they are also dedicated eco-warriors with a string of environmentally protective systems in place and are preparing to appoint their very first Sloans’ Sustainability Leader to act as their environmental champion in the salon, overseeing all things ‘green’. Whilst their financial success has been considerable, if this crew haven’t been able to pay it forward in a meaningful way, they can all feel a little hollow. 2018 saw them continue their work with charities such as World’s Greatest Shave, Variety and, of course, Starlight Children’s Foundation, the charity they have partnered with since 2011, through their beloved Sloans Pop-Up Salons to brighten the lives of sick children and their families. In 2018/19, their industry achievements included National and State Finalist placings in L’Oreal Colour Trophy, plus Finalists in both Hot Shots Rising Star Female and FAME Team Australia and a list of artistic credits for fashion shows and shoots longer than we have room to print! Scott and Jordan continued their international platform education crusade with seminars in Dubai, Shanghai and India as well as workshops in almost every capital city in Australia and a hugely popular live streamed event for Secret Fox Education. And they don’t look like slowing down any time soon. Congratulations to Scott and the Sloans team, AHIA Australian Salon of the Year!
HAIR BIZ Forum 2020
2020 AUSTRALIAN HAIR INDUSTRY AWARDS
SAVE THE DATE! t s a o C d l o G
SUNDAY 3RD MAY 2020
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AHIA QLD STATE SALON OF THE YEAR (PORTSIDE) + BEST NEWCOMER (COORPAROO) + CUSTOMER CARE
2019 AHIA Best Salon Newcomer of the Year - SPONSORED BY SCHWARZKOPF PROFESSIONAL - Tigerlamb Coorparoo Salon
2019 AHIA Best Customer Care SPONSORED BY GLAMPALM - Tigerlamb
2019 AHIA State Salon of the Year QLD - SPONSORED BY WELLA PROFESSIONALS - Tigerlamb, Portside Salon
With strong, shared values, drive and ambition to burn, significant depth of talent and a goal to become the best salon in Australia, the team at Tigerlamb are well on their way to achieving just that. The Tigerlamb brand is well-known in award circles, having now taken out the AHIA Best Salon Team and Best In-Salon Training awards, plus the Best Newcomer now 3 years in a row! And in 2019, they also added a little more crystal to their awards cabinet, with the Queensland State Salon Business of the Year and the Best Customer Care crowns.
‘Excellence’ is a theme, a commitment and a way of life at Tigerlamb, and is evident from the moment any of their doors are opened. Every day, it’s like watching a well-rehearsed performance that the team love to be part of until the curtain falls at the end of the night, signalling another job very well done.
So, what is it that results in a team such as this succeeding again and again? It begins with a clear vision and shared team values plus a knowing that every member on the team has each other’s backs. Then it builds with one of the most outstanding and comprehensive insalon training programs within the industry today and peaks with a commitment to client care that runs through each Tiger’s veins.
Queensland State Salon of the Year, Tigerlamb Portside, is the perfect balance of glamour, style and sophistication with a welcoming and warm atmosphere. The salon is in a unique position at Portside Warf which is a glittering cruise ship port situated just a few kilometres north of Brisbane’s CBD. It is a destination centre with award-winning restaurants, fabulous fashion and specialty shops, and a great boutique
Hair Biz Year 13 Issue 4
cinema, right in the middle of a dynamic growth boom. With customer experience at the central core of salon operations, when a guest walks into any Tigerlamb salon, they can be sure of two things: that their team of talented stylists will be focused on creating beautiful, healthy hair so they can look and feel gorgeous, and that they will enjoy a luxurious, sophisticated and personal salon experience during each and every visit. The practices followed to ensure this flawless customer service is achieved, are split into two parts - technical expertise and communication, the perfect recipe for world class customer care achieved through consistent and meticulous
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
Coorparoo Salon Portside Salon
Coorparoo Salon Portside Salon
Coorparoo Salon education. The team continually work on all of their scripts, rituals and techniques with the most accomplished trainers in the industry, and these are maintained under the watchful eye of the Tigerlamb leadership team. Each salon holds a Floor Manager, a Salon Manager, a Head Training Leader and benefits from the group’s pièce de résistance, their inhouse, nationally recognised Group Educator, Kellie. Queen Tiger, Helen Owen’s goal is to build intelligent, capable, coachable ‘Extreme Teams’, believing in inspiring ‘Extreme Team Leadership’ which starts at the very top, flowing down like a champagne fountain and from this, comes absolute excellence in customer care. And the newest jewel in the Tigerlamb crown is at Coorparoo Square, Brisbane. For the fourth
time, Helen set out to create a dream-team for this newest salon. A team of skilled, engaged, talented stylists with enthusiastic, naturally brilliant juniors working together to create a happy and positive salon culture in a in a spectacular setting that their team and guests adore. Says Helen, “With an expensive fitout, it was a huge risk to open with no established clientele, and my aim was to not be “just another salon”. We wanted a fitout to match the level of service we bring, so we knew it would be grand! The result of the design is beyond my expectation. We absolutely nailed it and are very proud of what we have created together”. Helen managed to find the only architects in Brisbane who had never entered a hairdressing
salon and gave them her challenging brief. At conception, she began the journey from the outside, and thoughtfully worked inwards, guided by the guest experience. The result is an incredible shopfront presence and almost theatrical fitout, which, despite its impressive presence, still has a rich, welcoming and warm atmosphere. And clearly, these Tigers are doing something right, growing from a standing start to a team of nine fulltime Tigerlamb-ers with the aim of building this to fourteen Tigers in 2019. Their mantra off “GET UP, KICK ASS, BE KIND, REPEAT”, truly embodies the unique Tigerlamb standard.
Hair Biz Year 13 Issue 4
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AHIA WA/NT SALON OF THE YEAR
TYLER REID HAIR
2019 AHIA State Salon of the Year WA/NT SPONSORED BY MATRIX - Tyler Reid Hair The Tyler Reid Hair salon brand is recognised as one of the finest hair practices in Australia. A 5-star Gold Salon Select Member of the Australian Hairdressing Council, global Intercoiffure registered salon, founding member of The Australian Institute of Trichology, member of The World Trichology Society New York and also a member of The American Hair Loss Council, this is a salon practice with many strings to its bow. Definitely not your average hair salon, the TRH salon fit-out and design was developed using three generations of highly skilled family talent from the founding directors of TRH and was completely renovated throughout 2017 using 100% percent recycled materials. Tyler Reid, the son of TRH director Simone Lee and the salon’s name sake and part time receptionist, invented a water recycling system for the salon whilst studying his engineering degree which uses sand and carbon mechanisms to remove trace elements from used salon water. The filtered water is re-purposed to nourish trees and plants that are vital to the salons’ hair composting sustainability initiative and for his design, Tyler received a letter of commendation from the engineering professors at Perth’s Curtin University. Quite the family collaboration, Tyler also crafted the salon’s design plan and Tyler’s grandpa Lindsay Burke who was a master wood turner by trade, created all of the woodwork. The result is spectacular. TRH salon boasts a holistic luxurious environment which has an exclusive rest and relaxation area, trichology clinic, Foxtel, Netflix, and Fetch television, deluxe chiropractic massage chairs, Wi-Fi access, iPads, and an array of complimentary beverages, healthy snacks and organic fruit offerings. 28
Hair Biz Year 13 Issue 4
TRH operates as a formally qualified trichology salon so all guests receive complimentary scalp and hair health checks which include hair mineral analysis laboratory testing, hair loss diagnostics, trichoscopic hair and scalp evaluation of scalp vascular, follicular, inter-follicular patterns and scalp pigmentation patterns relatable to diseases and disorders of the hair and scalp, hair pathology and access to professionally compounded pharmaceutical hair and scalp health supplements and tonics made to suit the clients specific needs. They also recommend and encourage all guests, current or new to have product allergy testing forty-eight hours before all chemical treatment services. The business achieved outstanding success throughout 2018 which included being the reigning AHIA 2018 AHIA WA/NT Salon of the Year, Finalist, Hair Expo 2018 and 2019 Salon Business of the Year, and the Winner of the 2018 AMIA Film and Television Screen Artist of the Year awards. With education being a central focus for the brand, all TRH senior staff have also completed Certificate IV in Training Assessment, Hairdressing, Retail and a Certificate II in makeup and have the opportunity to regularly work in exciting areas such as feature films, celebrity editorials, international fashion events and television for multiple networks. in addition to the extensive range of in- salon brands carefully selected for their quality, brand ethics and authenticity, TRH also offers a wide variety of top professional pharmaceutical-grade hair care products and works with Australia’s leading pharmaceutical compounders, Arthur Chan of The Hair Health Foundation, and Felecia Hamilton of Hamilton’s compounding pharmacy. Their community activities include monthly
mentoring for the Western Australia Fashion Advocate program for young Aboriginal females facing challenging life hardships. Training topics include personal grooming, deportment, life skills, business, fashion, photography, modelling and runway. Staff also volunteer monthly to attend Sir Charles Gardner Hospital for the “Look Good Feel Better” program where they conduct wig training, assist with trichology education and hair re-growth strategies after cancer treatment, and also makeup lessons for people who have cancer. Excitingly, Tyler Reid Hair became the first salon in Australia to provide personalized digital hair cutting techniques for guests using scientific findings from trichoscopic imaging. Believing everyone’s hair is unique and should be treated as such, their digital haircut process involves collecting trichoscopic images of various portions of the guest’s hair and placing the images into their diagnostics program. The program analyses the patterns within the image, considering hair structure, hair diameter and hair shape to determine the best sculpting tool to use for desired long-term result. Simone explains, “When different blades are applied to the hair, it can affect the manageability of a hair style, the static electricity in the hair and we can ultimately prove that our cuts are truly the most accurately tailored available in Perth”. When we have specialists of the calibre of Simone Lee and her Tyler Reid team, we know our industry is in great hands. Congratulations TRH!
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AUSTRALIAN HAIR INDUSTRY AWARDS
2019 AHIA VIC/TAS/SA SALON OF THE YEAR
2019 AHIA State Salon of the Year VIC/TAS/SA SPONSORED BY MUK HAIRCARE - ORBE Norwood
ORBE is a street-fronted salon, situated in the heart of Adelaide’s premier destination for fashion, food and style. Opening its doors in 1994, for 25 years the team have consistently been recognised as one of Adelaide’s most successful and prestigious salons. A sophisticated getaway located in the heart of Adelaide’s fashion hub, ORBE represents luxury, expertise and trust. A timeless environment where clients relax and enjoy a premium, friendly atmosphere with the very highest quality products and exceptional service ensures a totally transformative experience for every customer. The ORBE crew maintain an unwavering emphasis on client care and satisfaction with the customer is at the centre of the business’s philosophy, operations and ideas. The entire team pride themselves on their extensive knowledge, expertise and ability to exceed their clients expectations, as evidenced by their 4.7/5 Facebook review rating! ORBE’s unrivalled reputation means it is the go-to salon for leaders in fashion and entertainment including Samantha Harris, Kate Ceberano, Georgia May Jagger, Ruby Rose, 29
Hair Biz Year 13 Issue 4
Prinnie Stevens, Tara Moss, Kate Langbroek and Erica Packer. Understanding that one of their most powerful brand assets is their staff, being the backbone of the business and their brand ambassadors, they ensure that all staff feel valued and proud to be part of the ORBE team. The crew are consistently offered exciting incentives and experiences so they can develop and expand their skill set, including interstate and overseas workshops and seminars, events (Sydney, Melbourne and London Fashion Weeks), TV Shows (The Voice, The Voice Kids), and editorial shoots (Frankie and Oyster magazines). These incredible opportunities have proven to be a fundamental part of their ability to build a wonderful team culture. Owners Ida Tirimacco and Joe Cimmino are as passionate about their team, their clients, their brand and their business as they were all those years ago when they risked their life savings on a new business idea to create a high end, influential salon. The salon is light, open and spacious, with floor to ceiling front windows, polished concrete floors, a mixture of leather, marble and wooden
interior fittings with added touches of greenery all to create a lux interior with a sophisticated feel. 17 stations accommodate their team of 13 Stylists with 3 Front-of-House Co-ordinators and guests are also indulged by their 5 Beauty Therapists in one of the 4 beauty rooms, nail bar or professional make up areas. By the end of 2018, the business had reached capacity, with no more room to extend the available floor space, so, cleverly, Joe and Ida have instead extended their opening hours on to cater to the demands of their growing clientele. Ida is also on the board of SA Hair & Beauty and works continuously with the SA State Government, and other SA business organizations to better the industry while Joe maintains his loyal client base, and focuses on business operations, managing personnel and financial operations as well as sitting on a TAFE advisory board to assist with the development of the curriculum industry students. Congratulations Team ORBE!
HAIR EXPO ENDS ON A HIGH!
Hair Expo 2019 has wrapped with a bang, after the professional hairdressing industry came together for three days of top-tier education, product launches and demonstrations, networking and entertainment, peaking with the announcement of Dee Parker Attwood as the 2019 Hair Expo Australian Hairdresser of the Year. The event hosted some of the industry’s foremost talent in hair who showcased their world-renowned skills in business, cutting, colouring, and styling to thousands of eager professionals gathered at the Festival of Hair. Headlining the 2019 edition was celebrity stylist Jen Atkin in partnership with Dyson, businesswoman, hairdresser and television star Tabatha Coffey, and balayage expert Candy Shaw. Tabatha Coffey delighted visitors with an official meet and greet on the final day of Hair Expo, where fans could chat to and take photos with the globally esteemed hairdressing icon. Tabatha’s sold out intimate workshop was highly received, where visitors learned her tips for building your business, how to keep yourself motivated, and how to break through the barriers that can hold you back so that you can achieve your professional and personal goals. Throughout the Hair Expo long weekend Tabatha conducted six exclusive one on one business coaching sessions, providing tailored 30
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step by step plans for attendees to most effectively and efficiently reach their goals. Monday saw barbering enthusiasts spoilt for choice for men’s hair education, with five designated Barberland education sessions taking place throughout the day. Some of the biggest names in barbering, including Jules Tognini, Anthony Staltari, Johnny Georgiou and Eoin McCarthy, took to the theatre stage to share their techniques on everything from tapering, fading, cutting, shaping and more. The education theatres were packed, illustrating the ongoing importance hair professionals place on increasing their skills and keeping up with current trends in order to stay ahead of the competition. Salon owners and managers learned how to master online marketing and social media at Heather Porter’s ‘Grow your salon biz using Instagram’ session, while the Pulp Riot International Team dared visitors to experiment and see colour through a new perspective at their ‘Punk Riot Show’ Look ‘n’ Learn.
Visitors were exposed to the latest innovations and technologies from over 300 brands on the expo floor. The Haircare Australia stand featuring brands including Olaplex, Lakme, evo, Guy Tang’s #Mydentity, Moroccanoil and more, was extremely popular with visitors who flocked to see Guy Tang at his meet and greet on the stand, and buy and sample top products. The event culminated with the 34th annual Hair Expo Awards, where the incredibly talented and hard-working Dee Parker Attwood was crowned the 2019 Australian Hairdresser of the Year. The New Zealand Hairdresser of the Year award went to Danny Pato for the fourth consecutive year. Thanks go to Hair Expo and Hair Expo Awards sponsors, Excellent Edges, O&M, Hot Tools and HAIRBIZ. Hair Expo Australia will be held in Melbourne in 2020, as the event continues to alternate between the major cities of Sydney and Melbourne each year. www.hairexpoaustralia.com
HAIR EXPO AWARDS UNCED!! O
N N A S R E N IN W
Winner Dee Parker Attwood
MC Gary Latham
Hair Biz Year 13 Issue 4
Special Guest Benni Tognin
Special Guest Joey Scandizzo
Victorian hairdresser Dee Parker Attwood has been named the 2019 Australian Hairdresser of the Year at the Hair Expo Awards in Sydney’s Darling Harbour. This is an incredible achievement for the hairdresser from Wieselmann Salon in South Yarra, who was a finalist for the accolade in 2018 and was awarded the Hair Expo Awards Victorian Hairdresser of the Year in 2016. “I am so excited and honoured. This is honestly one of the best nights of my life and I am so happy to have this result because I created a collection that was really hard work and not necessarily conventional. I’m really happy that this is the collection that got me to this incredible position. I’m so proud thankful to be here.” Dee said. The 2019 Hair Expo New Zealand Hairdresser of the Year went to Danny Pato of D&M Hair Design in Auckland, who has now taken out the title for the fourth consecutive year – 2016, 2017, 2018 & 2019. “Winning even after four times still feels amazing. It keeps pushing me further and further and I keep aiming to come back stronger, and more unique. I love pushing myself and I love the challenge. Winning tonight still feels like the first time,” Danny said. The pinnacle celebration of Hair Expo Australia, the coveted Hair Expo Awards, has been elevating the professional hair industry for 34 years by recognising and celebrating excellence in creative vision, advanced technical skill, and business acumen – the complete picture of what exceptional hairdressing is. Over 850 dedicated hair professionals gathered to witness the 21 winners announced at the lavish Hair Expo Awards ceremony at the International Convention Centre (ICC) in Sydney’s breathtaking Darling Harbour. 115 finalists across 19 creative and business categories were chosen for the 2019 edition, selected by an impressive judging panel of 11 international and 10 local judges, with business categories judged by an additional five judges of business esteem. The panel represents some of the most acclaimed hairdressing industry veterans from Australia and across the globe. Two additional awards were presented by Hair Expo – the Hall of Fame Award and the Editor’s Choice Award. Sharon Blain was inducted the Hair Expo Hall of Fame award for 2019 in recognition of her inspiring contribution to the Australian hairdressing industry. Sharon was also awarded the ultimate accolade in 1995.
Hair Expo appointed business coach Julie Piantadosi as Head Judge and Awards Ambassador to guide entrants through the awards entry process and assist the panel with judging. “What an epic Hair Expo Awards 2019 has been! The calibre of talent really has exceeded all my expectations. To each and every one of the finalists, hold your head up high because you are among the best of the best in our country. I would personally like to thank my hand picked superstar judges for their seamless efforts. And to all the winners - congratulations for making your mark and you deserve to feel really proud of your amazing achievement. I’d like to give a huge congratulations to Dee Parker Attwood for winning the prestigious Hair Expo Australian hairdresser of the Year award. Congratulations everyone. Let’s celebrate!” Julie said. Cory Watson, Event Director for Hair Expo Australia, commented: “Dee has been selected by the Hair Expo Awards judging panel for her outstanding professional talent, technical skill and incredible creative ability. The calibre of entries this year was incredible, and it’s amazing to see the level of talent within the Australian hairdressing industry. We wish to congratulate all our winners and finalists tonight – we’ve loved seeing your talent and creativity come to life through your work. The Hair Expo Awards are the longest-standing and most prestigious awards in Australian hairdressing, so to be named a finalist or winner is a true achievement. The industry coming together for the Hair Expo Awards tonight has been a highlight of Hair Expo Australia this year, and we’re thrilled to celebrate together in Sydney.”
WINNERS FOR THE BUSINESS CATEGORIES WERE:BEST SALON DESIGN - Kinky Curly Straight EDUCATION BUSINESS OF THE YEAR - Barbery the Craft of a Barber EDUCATOR OF THE YEAR - Jules Tognini INDSUTRY BUSINESS PERFORMANCE OF THE YEAR - ECOHEADS SALON BUSINESS OF THE YEAR - Circles of Hair
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2019 HAIR EXPO AWARD WINNERS AUSTRALIAN HAIRDRESSER OF THE YEAR
Dee Parker Attwood – Wieselmann Salon
NEW ZEALAND HAIRDRESSER OF THE YEAR Danny Pato – D&M Hair Design
COLOUR TECHNICIAN OF THE YEAR Justin Pace - Papas and Pace
MEN’S HAIRDRESSER / BARBER OF THE YEAR Tom White – Rubi Hair
CREATIVE FORCE OF THE YEAR Elle Schoemaker - Stelios Papas Toowong
SALON TEAM OF THE YEAR Papas and Pace
2019 HAIR EXPO AWARD WINNERS
SESSION STYLIST OF THE YEAR Richard Kavanagh - DLM
QLD HAIRDRESSER OF THE YEAR Elle Schoemaker – Stelios Papas Toowong
SA-TAS HAIRDRESSER OF THE YEAR & EDITOR’S CHOICE Sam James – SJ Establishment
VIC HAIRDRESSER OF THE YEAR Lyndal Salmon – BIBA
WA-NT HAIRDRESSER OF THE YEAR Hayley Keep – Earth Wind Fire Hair
NSW-ACT HAIRDRESSER OF THE YEAR Nathan Cherrington - Salon Zephyr
APPRENTICE / STUDENT OF THE YEAR Bridie Meehan - Joey Scandizzo Salon
MASTER CUTTER OF THE YEAR Dmitri Papas - Papas and Pace
2019 The 2019 Hotshots Team: Jack Horton, Nicole Lamers, Elle Schoemaker and Zoe Wilde
My time in the Hot Shots house was an experience of enlightenment, growth and vulnerability. I couldn’t have anticipated how much I would value this opportunity. Our mentors were some of our industry’s elite. They were unreservedly open and authentic, and each brought their own unique perspective to our conversations. We covered topics from business, industry relationships and photo shoots to personal development and purpose. Chatting ‘industry’ with Jayne Wild, Kobi Bokshish and Stevie English over red wine and Linda’s homemade pasta in our lounge room was a real pinch me moment! In our short time together, our mentors provoked a shift in my mentality that I didn’t know I needed. I left the house feeling empowered and focused ready for what’s next! The Hot Shots team 2019 is my new little family. Already we have broken so many barriers together. This experience is not only career-changing, but life-changing and for that I am so grateful.
ELLE SCHOEMAKER STELIOS PAPAS, TOOWONG
Now in its eighth year, the HOT SHOTS brand has cemented itself as the most coveted award for young hairdressers here in Australia. With nothing else that compares to this 12 month program, the newly announced team, each year enjoys a plethora of mentoring, prizes, creative opportunities and this year even international travel, thanks to our generous sponsors Goldwell, ghd, Excellent Edges, Wahl Australia and Amazing Hair. Kicking off the year is the 3 day stay in the infamous HOT SHOTS HOUSE, where the four team members Elle Schoemaker, Zoe Wilde, Nicole Lamers and Jack Horton, literally spent every waking moment soaking up knowledge from various iconic mentors who visit the house and spend time with the team in some incredible up close and personal sessions. Facilitating the house stay, cooking, taking pics and generally welcoming the team to the family were Mocha Publishing’s Linda and Kellie Woodhead. It’s certainly become clear that once someone enters the house they are part of the growing Mocha family for ever!
Kicking off the invited guests for 2019 and arriving after a huge night at the Hair Expo Awards, were the headline international artists from the U.S.A, Robert Cromeans with his wife Mary, Angus Mitchell and the entire Paul Mitchell posse led by John Pizzey. What a treat for the team. Robert and Angus shared some intimate stories with the team covering all aspects of salon life, creative expression, business acumen and the difference between showmanship and salon life. Talking candidly about following in his father’s (Paul Mitchell) footsteps, Angus spoke about how he had grown up within the industry and how he had forged his own identity as a platform artist and educator. In contrast and in true flamboyant
Robert Cromeans & Angus Mitchell Someone once highlighted to me, that we all have significant moments throughout our existence that are life-changing. These are the particular ones that down to our core, shape who we are and what we stand for. Sometimes these are traumatic events (we’ve all had our fair share), and sometimes these are positive moments. Ariana Mantzaris & Kobi Bokshish
Sometimes, they are seemingly insignificant events that speak to us on a very deep level. Everyone is different. I’ll admit, entering the Hot Shots competition, I didn’t know exactly what to expect. Maybe that is where the magic happened. The only expectations I had were of myself, to absorb everything I possibly could. With such an incredible line-up of mentors coming into the Hot Shots House, with their history, talent and passion; I’d be glad to take away whatever I could.
Jayne Wild & Gary Latham
To say that the whole experience was overwhelming is a gross understatement. Our guests were not only generous with sharing their stories and the lessons they’ve learnt, they were receptive and honest in answering our many questions. There was a certain rawness that everyone brought, which was incredibly grounding and relatable. Robert & Mary Cromeans and Angus Mitchell style, Robert touched on his innovative artistry and his proven business strategies. With the Hot Shots team, this year, made up of 3 business owners and one business manager, this insight was pure gold! Next up was the one of a kind, Jenni Tarrant who brought to the house a peacefulness, exploring mindset, vulnerability, setting goals and looking into the real heart of the team members. Some memorable exercises, tears, laughter and what can only be described as a long standing and positive affect on the team! The beautiful Ariana Mantzaris, Amazing Hair, arrived with the team’s hair extension kits and a very special guest – Kobi Bokshish, both speaking about all things hair, quality, life, inspiration, photoshoots and more. Next up were Julie Elphinstone and Amy Pisconeri (Goldwell State Education Managers) to talk to the team about the upcoming allexpenses paid trip to Vienna, Austria, for the 2019 Global Zoom comp. Reality of what was in store hit hard with excitement and anticipation. More on this in a later issue of Hair Biz! The creative director for the team, Jayne Wild arrived with Gary Latham who both took us all on a fun trip down memory lane and then proceeded to start the first of many discussions to come, regarding the Andrew O’Toole photo
shoot for later in the year. The traditional first night home-cooked Spaghetti Bolognaise dinner by ‘chef Linda’, is always high on the fun list with a few extra intruders including ex HOT SHOT Amanda O’Connor and ex HOT SHOTS Creative director Stevie English, who joined Kobi, Jayne, Gary and the team for some relaxed fun and storytelling over a few bottles of Red!
In all honesty, this has been a ‘money can’t buy’ experience; Who would think that three days could have such a profound effect on one’s life? I will be forever grateful to Linda, Kellie and the Mocha Publishing team, and all of the guests who volunteered their time. To my fellow teammates, you’ve had a greater impact on me than you may know. Bring on Vienna!
JACK HORTON, JACK HORTON HAIR BOUTIQUE
First cabs off the rank for Day 2 were Benni and ex HOT SHOTS Jules Tognini, where Benni sat in the hot seat giving a candid insight into his illustrious career – Priceless! Great to see the interaction between father and son and for Jules, an ex HOT SHOTS member, himself talk about the Tognini family dynamic and his rise to superstardom as well. Always a favourite time in the house is the delivery of dolly heads, stands and Excellent Edges scissors from the boss man himself Pete Walstab, Excellent Edges. The team were taken through a history and background of the scissors after getting to trial and test their new kits worth in excess of $6,000 each!!! Next up was someone new to the house this year, Jake Putan, one of the Wahl Education and Artistic Team (WEAT). With new sponsor’s Wahl Australia kindly giving the team a full
Julie Elphinstone & Amy Pisconeri, Goldwell
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Nadine Johns Alcock from ghd with Natalie Anne
Pete Walstab, Robert Palma & Russell Rentmeester - Excellent Edges.
Benni & Jules Tognini
Jake Putan, Wahl Education
Initially when entering for the chance to make the Hot Shot Team, all I knew was that it was going to be exciting, and possibly open doors of opportunities. What I didn’t realise was that this team was going to be in fact life changing! I had no initial expectations other than committing to absorbing everything I could. What the House brought to me was comfort, empowerment and a new found direction. I was in constant awe, listening to some of my personal industry icons and their stories. I felt a sense of almost relief that these “Legends” didn’t just become an overnight success, they in fact had to start at the bottom and hustle their way to the top, just like anyone, including myself who are trying to be at the top of their game. I learnt not only more about my craft, but actually so much more about myself on a deeper level, this experience in the house has changed me in a way that I never dreamt possible. I will forever be grateful for the opportunities and networks I have made during the Hot Shots House, and I cannot thank Linda, Kellie and all the mentors who give up their precious time and knowledge to help me become the best version of myself that I can be. THANK YOU!
ZOE WILDE, SIR & DUCHESS SALON
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Pete Walstab, Excellent Edges.
Wahl Clipper set in a beautifully engraved case, Jake went through all of the tools showing the differences between them and some unique ways to use them in cutting, tapering etc. A new found excitement spread over the team, eager to get back to their salons to try these babies out! Moving on from some hands-on creativity to another special guest, kindly brought into the house by sponsor ghd with ANZ National Education Manager, Nadine Johns Alcock, was none other than the insta famous Natalie Anne. This session took the team through some valuable social media tips and tricks, monetization and more that the team were happy to learn. With some insight into the ghd range and the tools the team had been gifted, Natalie Anne and Nadine were extremely welcome visitors to the house.
Final guest of the day, who we are honoured to be able to say has visited every HOT SHOTS house for 8 years, was industry icon Sharon Blain. Her time this year with the team was spent talking more about her salon business, how she grew, how she dealt with young staff, the creche she set up and a lot of useable information the team could take back to their salons. Always a favourite! Again, a tradition is to have a team excursion with Linda and Kellie and this year it was off to a 5 course degustation meal with wine pairing on a glass boat around Sydney harbour to take in the VIVD Festival sights.
Session was the name of the game first up with the wonderful Anthony Nader, RAW Hairdressing, talking about all things editorial,
Benni & Jules Tognini with team
Anthony Nader with team
Jake Putan, Wahl Education
I sat staring at my blank screen thinking how the hell was I going to be able explain my time in that house. Being asked to describe my experience in the Hotshots house, for me, is quite hard to explain in words. Priceless, Inspiring, and an experience I’m so grateful to have been a part of. Certainly one I will never forget. After meeting all the mentors who came to the house and hearing their stories made me realise, I can be as great as I want to be. They had to start from the bottom, just as I did and with their dedication, passion and persistence to succeed in doing something that they loved, they reminded me of how amazing this career can be and that it has no limits. I left the house feeling driven and humble, asking myself what was really important in my life and what should take priority. The mentoring in the house was not what I expected when I first entered. The amount of love and honesty shared in those few days with such amazing people makes me remember why I love this industry so much and why I need to keep pushing myself and raising the standards for our industry.
Anthony Nader, RAW Hairdressing
I feel it’s now myself and my fellow hotshots team members duty, to pass on and share this incredible experience as this was not just education that will help us in our life but will also help many others along their journey too. Thank you so much Linda and Kellie for all your hard work, you are both such inspirational women who I’m now proud to call family.
NICOLE LAMERS, REVAMPD HAIR STUDIO
Kellie Woodhead with team photo shoots, media, New York and more. An emotional session once again showing the ‘rawness’ (excuse the pun) of the house visitors where no subject was taboo and the team were mesmerised by every word! The charismatic Dario Cotroneo was next in, another regular to the house who took the team through some of his education material in terms of technique with hair and business acumen. Dario’s presentation is known to be so professional and polished it was a great way to end the teams time with visiting mentors. Last but not least, Owner of mocha publishing and the HOT SHOTS initiative, Linda Woodhead spoke to the team about how to move on from the house. How to put everything in perspective without being overwhelmed and how to make
changes through goal setting and knowledge. Wrapping up all the information that had been gifted over an incredible 3 days and looking at what the team had to break through, to reach their goals, the team were in for a life changing experience! Board breaking! Being coached by Linda, one by one the team wrote their words of vulnerability and things they needed to change on 20 mm square pieces of wood and then with martial art precision broke the boards with one hand to empower them to go forward from the house with purpose and determination.
Vivid Cruise night out
So many people to thank for the HOT SHOTS HOUSE including all sponsors, icons, mentors and of course the 4 team members themselves.
NEXT STOP… VIENNA!
Linda Woodhead with team
Hair Biz Year 12 Issue 4
EMILLY HADRILL HAIR EXTENSIONS A natural-born entrepreneur, Emilly Hankin started her career at just 19 years of age, opening her first salon from her home on the Gold Coast in 2007. Having personally discovered how hair extensions could enhance her appearance and make her feel confident, even without makeup or her best clothes, an extreme passion for extensions was sparked and the rest is history. More than 12 years later, Emilly Hadrill Hair & Extensions boasts four beautiful salons around Australia and a team of over 30 talented hairdressers. Wanting to learn more about this home-grown success story, Hair Biz Editor, Kym Krey spoke with Emilly recently.
YOU ORIGINALLY FELL IN LOVE WITH EXTENSIONS AS A CLIENT, THEN DECIDED TO BUILD A BUSINESS AROUND YOUR PASSION. TELL US HOW THAT DECISION CAME ABOUT.
I’ve always had super-fine hair and when I began getting extensions, I absolutely fell in love with them. I had just finished a business diploma and was at a crossroads deciding whether to enrol into beauty therapy or to look at university. I was told about a hair extension course and with already loving them myself, I signed up for this perhaps more so out of interest rather than the thought of creating a business around it. Once I did this course and began work in a salon, I was instantly in love with doing them and I realised I had found my calling. I was so passionate about making others feel the way I first felt when getting hair extensions that I slowly began doing them on my friends until the word spread and I was able to register my business.
YOU ARE DEFINITELY A MARKET LEADER IN THIS AREA. HOW DID YOU DEVELOP YOUR INCREDIBLE EXTENSION SKILLS?
Thank you for the kind words. I worked alongside some wonderful teachers for the first period and from there I have been dedicated to improving my skills through education and courses, as well as experience. I think I have always had a natural instinct for colour matching, and I am extremely particular with detail so I think that helps. I have come from a hairdressing family and I am very passionate about the industry and learning everything there is to know about my somewhat niche service.
HAVING OUTGROWN YOUR HOME SALON SPACE AND THEN ALSO YOUR FIRST BOUTIQUE SALON IN MERMAID BEACH, WHAT DO YOU 40
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FEEL WAS THE SECRET BEHIND YOUR RAPID SUCCESS?
I believe that the quick growth of my business was due to using really high-quality products right from the get-go. I have used a high-quality brand of extensions called J’adore Hair from almost the beginning and it means my clients are always happy and coming back for more. In addition to that, I would say word of mouth. Because I was working very long days, I was seeing quite a large volume of clients and with hair extensions being such a visual change, it was inevitable that people would have their friends asking about them! I was doing them a little differently to most and I think it stood out.
YOU REALISED AT ONE POINT THAT YOU HAD MANY CLIENTS DRIVING FROM BRISBANE FOR YOUR SERVICES. IS THIS WHAT PROMPTED THE OPENING OF YOUR FIRST BRISBANE SALON?
EH. Yes, we were constantly hearing our clients say they had driven from Brisbane, Sunshine Coast or even further so it sparked the obvious idea to open a secondary salon to accommodate those clients. It was a very good decision!
MOVING FROM ONE SALON TO TWO IS A BIG TRANSITION FOR MANY AS OVERHEADS INCREASE AND YOU CAN’T BE IN BOTH PLACES AT ONCE. HOW DID YOU FIND THIS TRANSITION?
Adding our Brisbane salon wasn’t too difficult because of the distance between Gold Coast and Brisbane being so close, however it certainly has it’s challenges!
DID YOU ALWAYS HAVE THE GOAL OF EXPANDING TO MULTIPLE SITES?
I really took things with a ‘one thing at a time’ approach. I opened each location as the demand presented itself really, and although I’ve always had a strong entrepreneurial nature, I didn’t expect to end up with our current four salons.
WHAT ARE YOUR PHILOSOPHIES AROUND CLIENT CARE AND YOUR SERVICE EXPERIENCE THAT HAVE PROMPTED SUCH STRONG AND RAPID GROWTH?
At the core of my client care philosophy is to always be upfront and honest with the client, and always be looking for things to make their experience that bit more special. I think the success I had when working on the floor stemmed from that, and now my recruiting process has ensured that has continued in our salons today.
WHAT ARE YOUR MAIN FOCUS AREAS WHEN RECRUITING AND TRAINING YOUR STYLISTS?
I think a big part of our recruiting is gut feel. It is finding those people who really fit in with our brand and our culture. We want to ensure a great dynamic amongst our teams so that everyone enjoys coming to work and gets the most out of it. We always trial a new stylist prior to hiring to ensure a great fit in the team and of course to establish how strong the skills are of that stylist. I believe skills can be at an 8/10 when hiring as long as the attitude is 10/10 and we can work on the rest through training. Every new stylist to our company goes through a period of quite extensive hair extension training prior to opening up their books to new clients as we pride ourselves on being experts in the field.
YOUR NEXT EXPANSION WAS INTO MELBOURNE WHERE YOU BEGAN A ‘POP UP SALON’, TRAVELLING THERE EVERY 6 WEEKS. HOW INNOVATIVE! WHAT GAVE YOU THIS IDEA?
From around 2009-2015 I had a small salon in my home city of Hobart, Tasmania. I began that salon by visiting every 6-8 weeks to build a client base before hiring a permanent team. This worked really well and I wanted to use the same concept for Melbourne so that I wasn’t taking on a shop lease before knowing if I would successfully build a clientele there. It worked perfectly and didn’t take long before I was able to open a salon there, which is now our busiest salon!
WAS YOUR EXPANSION INTO SYDNEY AND MELBOURNE ANY MORE CHALLENGING THAN YOUR PREVIOUS SALONS?
I think Sydney was the most challenging as I opened this salon without doing any client base building first. It took a few months before things were really getting busy, and after self funding it and a pretty stressful fit out (our
roof fell through during a huge storm!), it made things pretty challenging.
WAS THERE ANY DROP IN YOUR QUEENSLAND SALONS WHILE YOU WERE AWAY AND HOW DID YOU MANAGE THIS?
With a fantastic team leading the two Queensland salons, we were able to maintain our client numbers, and the standard of our client experience whilst I was developing and growing the southern state salons. It’s been a bit of a wild ride, but I have some amazing long-term managers within the business helping me grow the business.
HAVE YOU PREFERRED TO OUTSOURCE VARIOUS FUNCTIONS AS YOU GREW SUCH AS SOCIAL MEDIA ETC OR DO YOU MANAGE THESE YOURSELF?
For a long time I did everything myself, however around a year ago I hired a customer service superstar and a marketing/ social media superstar. This has allowed me to work on the big picture and keep improving things at a faster rate.
YOU HAVE SELECTED PREMIUM LOCATIONS FOR EACH OF YOUR SALONS. THIS IS OBVIOUSLY AN IMPORTANT ELEMENT OF YOUR BRAND POSITIONING?
Because we are offering a premium service, I found it really important to be in areas that are that bit more glamorous, high-end and have more of a boutique feel.
WHAT DO YOU FEEL HAS BEEN THE MOST VALUABLE LESSON YOU’VE LEARNED IN BUSINESS?
Hmmm, trust your gut. I think with recruiting and keeping team members, this is really important. Culture is everything when your teams start to grow and can make or break the business. Know your numbers, and don’t be afraid to increase your prices annually as otherwise you will simply be going backwards, and it is very difficult to keep a financially viable business running. In addition to this, I would say looking after your own health, both physically and mentally.
WHAT ARE YOU MOST PROUD OF LOOKING BACK ALONG YOUR JOURNEY SO FAR?
In my eyes, fulfilment comes from your interactions with people and achieving things together, so I would say seeing our clients happy and confident leaving our salons, and also seeing our team members enjoying their work and feeling fulfilled themselves.
IS THERE ANYTHING YOU WOULD DO DIFFERENTLY IF YOU WERE JUST STARTING OUT NOW?
I would do so many things differently! I was only 20 years old when I started the business, so I have been making mistakes along the way! However in saying that, many of these things were lessons that had to be learnt. I would say definitely looking after myself better. I think it’s really important to not be too hard on yourself, which I’ve learnt now!
AND WHAT PIECE OF ADVICE WOULD YOU GIVE OTHER ASPIRING INDUSTRY ENTREPRENEURS?
Use social media for all it’s benefits- show your behind the scenes (in a professional way of course), never stop learning and reach out to others who have been successful to get advice.
Hair Biz Year 13 Issue 4
'Invest in yourself to the point where others want to invest in you' Celebrating 30 years in the hairdressing industry, Dario Controneo has educated and inspired hairdressers not only here in Australia and New Zealand, but all around the world, from the USA to Norway, the UK to Europe, and from China to Singapore. Dario’s unique point of difference is to teach hairdressers not just how to cut hair, but why and it’s an ethos he lives by in building not only his award-winning education business, DCI Education, but also his salon businesses to industry-leading levels.
“OUR AIM IS TO ATTRACT LIKE-MINDED HAIRDRESSERS WHO WANT TO WORK IN A PREMIUM, CALMING & RELAXED SPACE FOR THEIR PERSONAL CLIENTS.”
Hair Biz Year 13 Issue 4
However, with the growth and success of DCI Education, came increasing travel commitments which made the challenge of managing a fully- staffed high-end salon all the more difficult and a change of business model had been on his and his wife, Veronica’s mind for some time. As it happens, a disastrous event just before Christmas 2018, in the peak trading period of the year, forced his hand and gave them the perfect opportunity to bring a new dream to life. ‘Public’ is Dario’s creative new salon space tucked away in Kings Lane Darlinghurst, which has been designed to bring out the best creative elements whilst doing hair and caring for his substantial high-end clientele in a calm and minimalist design.
Hair Biz Editor caught up with Dario recently to hear all about his wonderful new venture.
DARIO, TELLS US MORE ABOUT THIS NEW CONCEPT SALON AND WHAT PROMPTED YOU TO CREATE IT.
The whole concept has been on our minds for about the last 5 years. It was brought to reality when our salon was flooded during the week of Christmas 2018, causing major damage. It was a crazy week as it was 2 days before Christmas and we were extremely busy. Luckily, we had a great insurer in WFI who assisted us in relocating to a nearby salon until we could be fully operational again. Whilst the salon was under renovation, we decided to make some changes to our salon business model that would benefit us, both in terms of lifestyle and in workload. With me travelling for DCI Education and Veronica busy running DCI, it was an organic decision to change the salon into a lux creative space for hairdressers to work in. I still love working in the salon environment and have
such beautiful clients, so we wanted to create a space I can work from more independently, alongside other likeminded creatives.
WHAT INSPIRED YOUR IDEAS FOR THE SALON DESIGN?
The design was inspired by the Sanderson hotel in London. I designed the salon to replicate a photographic studio environment from my previous experience working on editorial and advertising shoots. My aim was to match the type of environment that I feel is required to bring out the best creative elements, whilst allowing us to do hair within a calm and minimalist design space.
YOUR NEW BUSINESS MODEL IS A SHARED, CREATIVE SPACE WHICH ALLOWS OTHER ALIGNED INDUSTRY CONTRACTORS TO ALSO WORK FROM. TELL US ABOUT THAT.
We have designed the space to allow up to 4-5 creative hairdressers who operate their own business, to work alongside each other. Our aim is to attract like-minded hairdressers who want to work in a premium, calming and relaxed space for their personal clients. Every person working at Public is renting the space, so they make their own bookings, have their own point-of-sale systems, stock and supply their own product etc.
TELL US MORE ABOUT THE VISION AND ETHOS WHICH DRIVES YOUR SUCCESS.
Our ethos is all about quality, self-love and care for our craft and the space. It is space that is very much loved and therefore we truly are looking for likeminded hairdressers to keep this alive. It’s not about ‘working for Dario’, it’s about working in a beautiful space to bring out the very best in your own work.
HOW DO YOU PLAN TO DEVELOP THE BUSINESS USING THIS FREELANCE MODEL?
At present we have 1 freelance hairstylist working 4 days per week. We wanted to build this slowly to learn more about how we can
get the balance right and feel that we are now ready to introduce more likeminded hairdressers into the space. We have a daily rate available and hope to fill the space up this year.
WHAT IS IT THAT YOU FEEL MAKES PUBLIC SO UNIQUE TO OTHER SALON BUSINESSES?
Our space is my ‘creative home’ and is tucked away in Kings Lane, Darlinghurst, which we chose for its resemblance to a back lane in the exclusive fashion districts of Milan. We’ve created a minimalist design, selected the finest Italian-designed basins from Joiken which we feel are the very best in the market today, and carefully chosen other lux furniture pieces to ensure that a luxurious and opulent feeling is very evident. We’ve also featured vast high ceilings which allow wonderful light and together, these details have created an amazing space that clients will appreciate, and stylists will love working in.
DCI EDUCATION HAS BECOME A GO-TO CHOICE FOR QUALITY EDUCATION. TELL US WHAT’S ON THE AGENDA FOR DCI MOVING FORWARD.
techniques change the face and instil confidence in Stylists. Dates have been set nationally and all our 1 day workshops are bookable online via the DCI website. www.dcieducation.com In the second half of 2019, DCI will launch the Gino Fossano Scholarship for 2020 which is an exciting and potentially career-changing opportunity to be mentored by myself throughout that year. All entries for the Gino Fossano Scholarship can be made online at the DCI website. And, of course, I will continue to travel both here and internationally, teaching the DCI philosophy via workshops, seminars and our online programs. www.dcieducation.com
DCI has had a great start to 2019 and this was complimented by winning the 2019 Excellence In Hairdressing Education award at the AHFA’s. Our Mentor Program & Elevate Programs have attracted the very best hairdressers nationally and we are truly grateful to be in so many hairdressers lives, helping them be better and more confident so that they become the hairdressers they aspire to be. Our 2019 cutting courses around Australia; Beginner Cutting, Classic Cutting, Short Hair Cutting and Advanced Cutting courses, build and share our unique philosophy on how our
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ANTHONY STALTARI BARBER BOYS If ever there was an example of a rising star, Anthony Staltari is it. Honing his skills by watching countless hours of cutting tutorials from the world’s leading barbers and men’s stylists on YouTube and Snap chat, Anthony became the ‘go-to guy’ when his mates needed a tidy up. As word spread about his handiwork and his schedule filled, he opened a makeshift salon in his parent’s garage at the age of 14.
As his hobby became his obsession, Anthony built his repertoire of cuts and fades, continually uploading his work to his Instagram page. His reputation grew, both within his community and online and business was booming. As would happen in this modern world, his work caught the eye of Don De Sanctis, founder of Barber Boys, who made contact and offered Anthony an apprenticeship. The only obstacle remaining was pleading with his parents to allow him to leave school! Finally he got their blessing and hasn’t looked back. At Barber Boys, he was surrounded and inspired daily by his work colleagues and took every opportunity offered, including competitions which he absolutely loved, earning him numerous awards both in Australia and the USA against barbers many years his senior. He’s taken first place honours in The Barber Movement Battle, Sydney, and Australian Barber Konnect, he’s been a Finalist in Australian Apprentice of the Year, AHIA Hot Shots Rising Star Male, AHIA Best Barber of the Year, Hair Expo Men’s Hairdresser of the Year and competed strongly at the New York Barber Battle. When Don opened his barber academy, ‘Barbery- The Craft of a Barber’, Anthony 44
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settled in to train and inspire a new generation of barbers as a living example of where these skills could take you. Says Anthony, “Every day, I help people feel good, so they become the best version of themselves. Whether it’s making my clients looks sharp with a fresh cut or inspiring my students with my story and encouragement, I truly live the best of both worlds” Already, Anthony has educated for brands such as Redken, MUK, Andis, Salon Edges Scissors and Just Cuts, touring cities around Australia and New Zealand and educating on the Hair Expo main stage and there’s still plenty of petrol in the tank! Hair Biz Editor, Kym Krey had a chat with Anthony recently.
WHAT WAS IT THAT DREW YOU TO BARBERING AT SUCH A YOUNG AGE?
I was 14 and my best friend and I were walking past a hairdressing salon, when he said he needed a haircut. I had a set of my Dad’s clippers at home, so I told him I’d do it for him. Another friend commented that it was a really good cut and that I should make an Instagram page, so I did. More and more friends wanted haircuts and it just grew from there.
WAS IT ALWAYS YOUR GOAL TO GAIN AN APPRENTICESHIP AND BE FORMALLY TRAINED AS A BARBER? To be honest at 14 I hadn’t really thought about what I wanted to do. I didn’t like school that much and it’s almost as if cutting found me. It started out as a bit of fun with my friends and then I started watching you tube videos of barbers from all over the world to gain more skills. I experimented with what I was learning, and in 2015 received a call from Don asking if I would like an apprenticeship. I started a Hairdressing Apprenticeship as at the time there was no Barber Training Qualifications in Adelaide.
WHAT WAS YOUR PARENT’S FIRST REACTION WHEN YOU BEGGED THEM TO LEAVE SCHOOL AND BECOME A BARBER FULLTIME?
It was the week before I was to start Year 11 when Don called, and Mum wasn’t too happy about me leaving school. She thought I was too young to leave school and was trying to talk me out of it. Dad was a bit disappointed too, because he had hoped that I would join him in his mechanical business as an apprentice. I talked my parents around and told them that this is what I really wanted to do and that I had found my passion. I started out doing a week’s work experience and by the end of that week I knew that this was what I wanted, and I didn’t go back to school.
YOU HAVE LEARNT A LOT FROM WATCHING HOURS OF SOCIAL MEDIA TUTORIALS. WHAT WAS THE HARDEST THING ABOUT LEARNING VIA THIS METHOD, DO YOU THINK?
Watching the tutorials and then trying to use those skills was very hard because you didn’t have the one-on-one guidance like you do in a shop or school environment. It was a lot of trial and error, taking techniques from different tutorials to try and achieve what I wanted to create.
HOW SOON INTO YOUR APPRENTICESHIP WERE YOU ENTERING COMPETITIONS?
I started competing in the 2nd year of my apprenticeship. Later that year, I spoke to Don about entering the South Australian Pre-Done Competitions and then Live Comps. That year there was only a senior Open Men’s Barbering Section which I entered and had success, which inspired me to enter more comps the following year. I was always checking out barber competitions interstate, and Don and Lou always encouraged me to enter. I completed my apprenticeship in 2018 and decided to focus on photographic comps with the help of my mentors, Don, Lou and also Johnny Georgiou who did the photography. I achieved Finalist in AHIA Hot Shots Rising Male, AHIA Best Barber of the Year, and Hair Expo Men’s Hairdresser of the Year.
COULD YOU EVER HAVE IMAGINED THAT YOU’D BE COMPETING IN NEW YORK OR TRAVELING INTERNATIONALLY AS AN EDUCATOR AND BRAND AMBASSADOR BACK WHEN YOU WERE CUTTING YOUR MATES’ HAIR IN YOUR PARENTS GARAGE?
I had no idea that what I loved the most was going to lead to so many wonderful opportunities and I really think the timing when I started was just right, because the Barber industry, especially in Adelaide, was really taking off. I used to always watch the Barber Battles in the USA and my dream was to go there and compete. I didn’t like school so I never imagined that I would actually be educating anyone, but because I love my work so much, it has led me to educating others which I love. I’m also very proud to be an Ambassador for Andis, Salon Edges and be part of the Redken Artistic team.
AT THE BARBERY ACADEMY, YOU’RE ALSO TRAINING OLDER STUDENTS WHO ARE LOOKING TO CHANGE CAREERS. WHAT IS IT, ABOUT THE WORLD OF BARBERING THAT IS SO ATTRACTIVE?
I think these days men take so much pride in their appearance that there’s a demand for Barbers, whereas before, men would just go to a hairdresser to get a haircut. There are more strong hair fashion trends for men and also men’s grooming has become a big thing. Beards are back in a big way! Another attractive thing is that you now can become a Barber without doing the full Hairdressing apprenticeship, and I think this attracts people who only have interest in Men’s Hairdressing and grooming.
WHAT ACHIEVEMENT ARE YOU MOST PROUD OF SO FAR IN YOUR CAREER?
That would definitely be Hair Expo Men’s Hairdresser of the Year Finalist. My first comp in Adelaide where I got first place is also very special to me and that’s what gave me the inspiration to compete.
WHAT IS THE DREAM FOR YOU? WHERE WOULD YOU LIKE YOUR CAREER TO EVENTUALLY TAKE YOU?
I dream to one day win Men’s Hairdresser of the Year and also to travel and educate globally.
WHAT ADVICE WOULD YOU GIVE OTHER ASPIRING YOUNG BARBERS WHO ADMIRE YOUR SUCCESS?
My advice would be to work hard, love what you do, be passionate and take any opportunities that come your way. Always be willing to learn by listening, watching, reading and networking. Hair Biz Year 13 Issue 4
EXCELLENCE IN EDUCATION. By Anthony Gray, MIG Education
We are in the heart of awards season with the Australian Hair Industry Awards (AHIA), Australian Hair Fashion Awards (AHFA) and the Hair Expo Australia awards all concluding in the past couple of months. Excellence in education and service to our industry is importantly recognised and acknowledged alongside the business and creative awards platforms. Some of greatest names in Hairdressing education have taken out these awards over the years with the honour roll reading like a who’s who of the industry’s icons; Sharon Blain Education, Dario Cotroneo Education, Biba Academy and Servilles Academy to name just a few. So what do all these hairdressing education businesses have in common and what are the benchmarks that they reach and exceed to be labelled the very best in Hairdressing education? In such a creative and progressive industry, moving forward and staying current is critical. Quality education organisations are those who are able to reflect on where their business is at and outline a range of activities they have undertaken that challenges the norms and keeps pace with the needs and wants of industry. A key marker of a quality education offering is the organisation’s calendar of training programs and education events. A progressive and flexible calendar provides for a mix of delivery options and for a college, this covers apprenticeship training and or institutional delivery. Salons demand blended delivery options which can include a mix of face to face delivery, online or digital content combined with the option of delivery and assessment in the workplace. Providing education options that range from the fundamentals of Hairdressing to the creative and artistic, also helps to deliver a progressive calendar. Short course, workshops and guest artists provide the opportunity to inspire beyond the technical fundamentals. Building an educational brand and marketing the organisation’s programs works hand in glove with the calendar and content of the training program. Great teaching is only half of the story if the product is packaged in such a way that it sends mixed messages about the brand and reflects poorly on the programs. Consistent, contemporary messaging that embraces the digital environment as “the new shop front”, is the hallmark of excellent educators. These educators also build community through constant communication and organically growing a social media presence. In order to stand out from the competition, an education organisation is no different from any 46
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other business in that it requires a clear point of difference. This can be a difficult one particularly for RTO’s who are all working from the same national training package. Point of difference comes down to the organisation’s philosophy toward education and approach to teaching. This approach needs to reflect the beliefs of the organisation. Is it student focused? If so, how does it place the student at the centre of its teaching? A thirst for improvement is also important. At its heart, this involves a systematic approach to gathering feedback on the education services provided. Collection of feedback that is real and unedited needs to be monitored and collated. This can then be used to adjust and improve education programs in order to deliver quality training that meets the needs of the student, and the wider industry. A common thread with poor quality education is that it is often delivered in isolation with very limited engagement from Industry. Conversely quality education providers are part of industry and are constantly engaged. Industry accreditation can play an important role in maintaining close ties to what is happening in industry day to day. The Industry’s gold standard accreditation framework is the Australian Hairdressing Council’s (AHC) RTO Select. This accreditation recognises outstanding quality in education across a number of pillars including: • Education Leadership • Communication and Industry Engagement • Training and Assessment Resources • Currency of Educators • Salon Design, Operation & Clients • Environmental & Social Responsibilities As opposed to a compliance regime where a regulator is looking for a minimum standard, the pillars outlined above recognise a commitment to excellence and lays down the challenge to the organisation to be accountable to the industry at large. A key part of this challenge is the currency of
educators. Long gone are the days when doing a day in a local salon is considered currency. Development plans for educators and teachers need to cover all aspects of developing both Hairdressing and teaching skills. Excellence in this space looks like longer term plans for developing technical hairdressing skills, creating the environment to work with the best in- salon technical experts in order to source the latest and greatest skillsets. Combining these hairdressing skills with professional development in facilitation and training are the magic ingredients for great training. The learning environment and training and assessment tools are the one-two punch when combined with educators who are current and engaged. Modern current salon facilities and spaces that are relatable for students, provide an environment that is a hive of activity and a meeting place for stylists, companies, clients and those just starting out. Supporting young learners beyond the training package to hone skills and provide inspiration through education is what is required from learning resources, educators and the training environment. Currency is also king when it comes to environmental and social responsibility. Meeting the environmental and social responsibilities demanded by industry not only guides the next generation and builds a better future but currency in this area underlines the education organisation’s place at the forefront of best practice. Reaching these benchmarks and achieving the highest industry recognition is a signifigant achievement requiring dedication and commitment. Those who have been recognised over this awards season can rightly be proud of their commitment to Excellence in Education.
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n o i t a c Edu AT PIERROT’S
Perth’s salon business powerhouse, Pierrot’s, has launched an exciting new venture aimed at supporting the industry with much-needed specialist education for all levels from apprentices right through to senior stylists and business owners. Sensing the need for additional education created by our shorter apprenticeship and feedback from stylists who felt rushed through their training without perfecting each fundamental, owner Julie Mahony (Jeffery) set out to create the ideal education offering. The Education@Pierrot’s program includes 4 levels of programs for cutting, as well as colouring, long hair/Avant Garde and deciphering business, with the aim to add barbering and hair extensions in the near future. Julie’s biggest milestone is creating the brand Pierrot’s Hair Studio over 36 years ago. It started off as a small salon with only 2 staff and has now grown to become two vibrant studios that have both won multiple accolades & awards with a group of 26 staff members. This is largely due to Julie’s dedication to providing the best in hair styling, customer care and most importantly, marketing the Pierrot’s brand in the most strategic manner. Julie has also dedicated a lot of time and passion towards education and growing her stylists from within and is extremely innovative in looking for new ways to do things to keep her team motivated and loving what they do.
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Julie specialises in Avant Garde styling and photo shoot preparation, and also has extensive colour training with brands such as Aveda, Goldwell and Redken. Featured educators include Sue Morgan and Gemma Hanoush. Sue is the owner, founder and director of iconic Perth salon Be Ba Bo, established in 1980. A renown Artistic Director, Sue is a multi-awardwinning creator and has been actively involved in teaching and demonstration for over 39 years for many top hair companies throughout the world. Her advice to aspiring stylists is to believe in yourself, share your passion for this art and nurture your own creative development. Sue has worked for Goldwell, Joico, La Biosthetique, L’Oreal, Matrix andSchwarzkopf. Be Ba Bo is a Muk product salon. Today, Sue remains dedicated to her art and upholds her values and objectives to grow creatively, to maintain a true professional attitude and to continue to inspire others. Gemma was a former Manager and now inhouse educator for the Pierrot’s Hair Studio Apprentice training program, offering great skills and knowledge for the younger members of her team, many of whom have gone on to be Finalists and Winners of industry awards. Also holding the role of Artistic Director of the Pierrot’s Artistic team, Gemma coordinates photo shoots and fashion events with great expertise and regularly attends leading industry events both nationally and internationally.
• ESSENTIALS- demonstrating solid form and increased layer techniques. • PROGRESSING- demonstrating the senior level techniques of extended layer, concave bob, scissor over comb, graduation and fringe. • CUTTING EDGE- demonstrating undercut, disconnection and combinations of all techniques required for short hair cutting • ON TREND- advanced cut and colour techniques • VISIONARY- exploring the art of Avant Garde themes in hair including photoshoot preparation ideas and tips. Participants will learn how to make their own headpieces, preparation for entering industry competitions how to get your work published and developing a winning photographic collection • ARTISTIC- the ultimate example of creative thinking, looking at the latest cut and colour trends and helping participants think outside the box and explore their artistic side. • DECIPHERING BUSINESS- basic right through to more advanced business fundamentals, including attracting and interviewing ideal team members, how to write and implement procedure manuals, set salon standards with employees, implementing training programs, pricing services, KPI’S & benchmarking and holding individual and team meetings
The Pierrots Studio is at 9/755 Beaufort St Mt Lawley with lots of free parking onsite and bookings can be made at www. educateatpierrots.com.au
NEW Hair Education W.A
JULIE MAHONY (JEFFERY) SUE MORGAN GEMMA HANNOUSH
Essentials Progressing Cutting Edge On Trend Artistic Visionary Deciphering Business
To view our Training Program & Calendar visit www.educateatpierrots.com.au or call 0466 829 996
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Kicks off in Perth The Professional edition
Kicking off the inaugural Dyson Professional Education Roadshow in Perth, Dyson Australian Styling Ambassadors Damien Rinaldo, Peter Thomsen, Jayne Wild and Frank Apostolopoulos delivered an outstanding event revealing the secrets behind the latest hair trends and sharing their top tips for creating various looks using Dyson hair care tools. The signature Boris Curtain Bang and Boned Pony was on display with Damien Rinaldo showing the crowd how to achieve this elegant, signature look. Jayne Wild and Frank Apostolopoulos gave their looks an editorial spin with a whole lot of glitter and glam. The styling didn’t stop there with the team bringing their cutting skills to life on stage. Peter Thomsen showed us how to create the ultimate style with body and bounce, bringing to life the Dyson Airwrap™ Coanda Effect. The roadshow will continue on its national tour, heading to Melbourne on August 26 adding more huge industry names including Damien Rinaldo, Joey Scandizzo and Renya Xydis before moving to Sydney on November 11, for a show at Carriageworks.
HAIR BIZ ROVING REPORTERS ‘WRAP’ UP THE EVENT!
“Ok so what’s all the fuss about?!! I was interested to go along to the Dyson launch and listen to some of my good friends and ambassadors telling us why we should consider a swap. Firstly, it’s always lovely to be greeted with a glass of nice wine and canape, not to mention a Dyson goody bag… so tick for that. Listening to Jayne Wild in particular, she’s one of my best mates in the Industry, so I know she’s going to tell it how it is, she explained in detail 50
along with the rest of the Dyson team how to use the dryer and as we listened to the technology behind the machine, things made much more sense to me than before. I was blown away with the stories of the condition it leaves the hair in, and the work that the team produced on the night was beautiful. They all talked about their passions and why they have made the switch and to be honest it made sense. Let’s face it, clients want what’s hot at the moment, they want ultimate hair care and so, if we are to use a product or tool that promises better results, we need to understand it. I found the whole evening converting me to leave my old faithful dryer back in the drawer and use my brand-new Dyson! After having used it for a few days already, I immediately saw results of shine and better condition. It’s important to also note that you need to make sure you understand the importance of caring for the product and making sure you change and clean the filter regularly. Congratulations on the launch, it was definitely an Informative evening and great hair from all of the individual ambassadors, I now have my whole salon converted!” Lee Preston, Lee Preston Hair, WA “On Monday 27th May, I picked up a couple of industry girlfriends and headed to Aloft in Perth for the very first Dyson Professional Education Roadshow. You got it...Perth was the first city!!
As we arrived there was a buzz of excitement. Plenty of hellos and hugs were in full force as everyone enjoyed a champagne and chat before the show kicked off. The evening began with an incredible insight into exactly how the Dyson Supersonic was designed, tested and perfected. WOW! It was impressive... every nerd alerts’ dream. We then welcomed the ambassadors and models on in pairs. Jayne and Frank began the first demonstration and what could I say, it was all class. Detailed cuts on the models were finished off with all the pro tips on how and why to use the Dyson Supersonic and its attachments correctly. The finishes on Frank’s models were glossy and crisp. The height and texture that Jayne created on her models’ restyle appeared effortless. It was then Peter and Damien’s time. Damien certainly fuelled the banter and kept Peter on his toes. Super entertaining!! While Damien recreated his double-boned ponytail, Peter showed the crowd his signature Chelsea bangs. The looks were finished again with a great example of how effortless using the Dyson Professional is to complement the styles. They wrapped up the event with a Q&A which left the room satisfied. It was a great event and it was obvious everyone enjoyed the education and insight on display. Team Dyson scores 5 supersonic stars from me.” Lisa Polini, Delorenzo Educator
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The Dyson Professional Education Roadshow An exclusive industry event featuring six of Australiaâ€™s leading stylists
Melbourne 26th August 2019 Sydney 11th November 2019 For more information please visit Dyson.com.au/educationroadshow
The Professional edition
4/6/19 9:37 a
THE CHEMISTRY OF CUTTING By Simone Lee
Five years ago, I found myself sitting in the highrise office of the international buying group for Sephora California in the USA. I had designed and invented a personalized hair mapping tool for a brand, which caught the Sephora buying group’s eye. When I first developed the concept of mapping hair texture, colour and cut for accuracy and the personalization of hairdressing methods used, I discussed the concept with my colleagues and many of them told me, “there is no way that artists would ever be interested in that kind of scientific approach to their creative work” …… and to some extent they were right. What they did not know was that my research into personalization of hairdressing methods was consumer trend-focused based on statistical data and intel I had gained through working as a cosmetic Creative Director. As the years have passed, robotics and digital augmentation has indeed changed the practical landscape of the hairdressing industry forever and the crave by consumers for personalized services has never been so strong. Even more prevalent is the fact that many tech savvy brands are choosing to bypass hair salon professionals for their new technology advances, instead aiming their marketing and product placement directly to consumers and retail outlets. Upon my return from America, I went back into my trichology clinic and commenced my research and study of how to scientifically use scopic digital imaging and mathematical equations to differentiate how scissor types, sizes, blades, blade angles, force, friction, tension and torque during cutting processes can affect the structural and physical aspects of hair over time. I also measured the functional effects of hair manageability involving different ethnicities hair types, health and overall quality of the hair. My findings were quite shocking to me, as I began to realize exactly what impact the incorrect use, selection and quality of scissor type can have on hair health and I went from owning 8 pairs of scissors to a couple of hundred pairs! People, now more than ever, are wanting to have healthy shiny hair. According to a study by the Georgia Institute Of technology, 52% of selfies taken are about a person’ s physical appearance of which hair plays a vital role, and research by ‘Now Sourcing’ and ‘Frames Direct’ indicates that millennials will take approximately 25,000 selfies during their lives! Chemicals, mechanical stresses and heat damage are the usual culprits considered when people think of hair damage, but we also must pay attention to the impact of haircutting on hair health. This challenge begins with greater awareness, personalization of hair cutting practices and scientific hair analysis.
SCISSOR INTERACTION PROCESS
When an object is cut with a pair of scissors, we feel two main forces: the frictional force between the cutting object and our fingers and the and 52
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the force of cutting the material. The process of cutting involves a sequence of phases between deformation and fracture. As soon as scissors come into contact with the hair, it is being deformed and when the contact reaches a maximum, the hair becomes fracted – separated. The scientific principle of conservation of energy and fracture mechanics has been researched to aid the tissue cutting processes by surgeons for the purpose of medical operations and it was this approach I used for all of my Digital Haircutting studies. The PCE method uses physical analytics to measure the impact of blade angle, torque, length and forces on an object. There are literally thousands of different scissor types stylists can choose to work with and I could write a novel about the scientific technical aspects of each and every pair I own. In general, most top scissor brands will offer some degree of information about the functionality of their product. For the purpose of personalization of hair to scissor type, in my salon, we use scopic imaging of the client’s hair type, texture, diameter and cuticle alignment to determine and match an optimal scissor blade for best results and I have coined the term “digital haircut” for this method. While all hair types generally feature the three main structural layers (cuticle, cortex and medulla), there are varying differences in the shape and structure of these layers within different ethnicities and therefore if the same pair of scissors was used to sculpt each hair type, it makes sense that there will be a varying physical result over time to the hair. Asian hair diameter is typically larger than European hair and is quite round in shape. If a small scissor blade was used with a wide blade angle to cut the hair, a biting, pushing effect may occur during the cutting process resulting in hair damage. Similarly, if the artist does not use a suitable swift scissor force whilst cutting hair
(moving the scissors too slowly), this too can create a biting, fractured uneven effect to the hair resulting in hair damage that may increase over time. Important questions to consider: • What will be the impact on hair health when cutting the hair wet, in comparison to cutting the hair dry? • Will the scissor type need to change from wet to dry hair? • How might afro hair that has oval/elliptical follicles, be affected by the sculpting impact that a double-edged serrated pair of thinning shears may have to that hair type? When trying to create artistic, textural hair designs, due to the fragile nature of the hair cuticle and internal hair structure, could this cause huge damage to the hair? • What about electrical charges within the hair? • How does a scissor blade effect static electricity of hair? • How far would you go to achieve accurately tailored haircuts for your guest? • Are we as an industry really pushing ourselves far enough to discover more accurate and healthier approaches for our craft. I know that my studies and research into this area have only scratched the surface of what is to come in the scientific quest for guest personalization in my salon and for the Australian Institute of Trichology, and it is a joy to share a snippet of my breakthrough research with y you. Simone Lee is a formally qualified Trichologist, an esteemed member of The American Hair Loss Council, a former Ambassador for The World Trichology Society and the director of Education for The Australian Institute of Trichology which addresses the scientific study and practice relating to the health of hair and scalp. Simone can be contacted at www. australianinstituteoftrichology.org
EDWARDS AND CO.
JOIN THE MOVEMENT 2019 brings a new feel to Edwards And Co. Education, restructuring with a variety of specialist workshops allows professionals of every level to learn, grow and absorb the rush of the Edwards And Co movement. OPEN HOUSE WORKSHOPS 6 live Educators showcasing a wide variety of skills + techniques. You can move around the room freely absorbing as much knowledge as possible and choose who you would like to watch! SIGNATURE COLOUR + STYLING Experience first-hand the signature looks that have captivated the attention of an international audience. Be introduced to the home grown techniques of Jaye + his education team. COLOUR CORRECTION SPECIALIST Designed for any colourist who has a yearning to master the art of corrective colour work. See your educators transform 3 live models with hair disasters to dream hair in one sitting. FREEHAND COLOUR + STYLING Have you ever wanted to master the art of Freehand Colour? Well this class is for you! Learn the tips and tricks behind creating that perfect sun kissed blend. Demonstrating a mix of Parisian, Finesse + Heavy Freehand Techniques.
2019 NATIONAL EDUCATION WORKSHOPS GOLD COAST
July 14th, Signature Colour + Styling July 15th Colour Correction + Styling
BRISBANE August 11th, Signature Colour + Styling
August 18th, Freehand and Reds/ Copper Colour + Styling
August 25th, Colour Correction + Styling August 26th, Emma Chen + Jaye Edwards, Live Model Demo’s
TASMANIA September 8th, Signature Colour + Styling
September 15th , Freehand and Reds/Copper Colour + Styling October 20th, Jaye Edwards + Becky Miller, Live Model Demo’s October 21st Jaye Edwards + Becky Miller, Live Model Demo’s
“Education and collaboration is the key to the success of the Edwards And Co Brand”
Website www.edwardsandco.com.au Contact email@example.com Instagram @_edwardsandco Facebook @EdwardsAndCo #JOINTHEMOVEMENT
BHBE CONTINUES TO BUILD IN TRUE QUEENSLAND SPIRIT! Get ready to celebrate at the biggest hair event ever to be staged in Queensland! The 5th annual Brisbane Hair and Beauty Expo (BHBE) will be held on Sunday 28th & Monday 29th July 2019, at the award-winning Brisbane Convention & Exhibition Centre.
In true Queensland spirit, the industry continues to build its support and love for this home grown Expo, with a world class line up. With ticket sales ahead of this time last year, the Expo will expect to draw a bigger crowd with over 7,500+ industry professionals to attend, making it one of the largest hair and beauty events in the country. The Expo’s new education format, EduFEST, has shaken up the concept of hair and beauty education to great reception! Each session varies between intimate look ‘n’ learns and hands-on workshops, and will be presented in a dynamic & sharp style. This will allow attendees a platform to enhance their knowledge and skills and to get up-close and personal with industry educators. Plus all sessions are run right on the Expo floor for ease of access to event attendees. Back by popular demand are the Lil’ Off The Top crew including multi-award winning professionals Jules & Benni Tognini, Ryan King, Nathan Yip and more. This talented team will educate all attendees on a whole range of the latest and classic styles. BHBE have also brought back crowd favourites and renowned educators Laura MacLeod and Lorna Evans, both of which will present intimate Look & Learn and Workshop EduFEST sessions. 54
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Laura will show her attendees how to take inspiration and ensure that it’s not only relevant to your clientele, but that it becomes a part of your everyday skill set, as well as how to become the ‘Blonde Authority’ so that your column is full and clients are thrilled with their results. Long hair styling specialist, Lorna Evans, has created a range of commercial styles with no more than 4 sections. Lorna guarantees that once you’ve practiced each look you’ll be able to recreate them in your salon in less than 45 minutes, including prep time! Fresh faces at the Expo include Luke Reynolds, whose accolades include winner of Hair Expo Salon Business of the Year 2017, 8 x Finalist positions in AHIA’s 2017, 6 x Finalist positions AHIA’s 2018 and currently 3 x Finalist positions in the AHIA’s for 2019. Luke will cover how to make hairdressing a business success and a look & learn in how he creates his own signature style. Respected master colour expert Jack Horton will discuss how he creates bespoke creative colour and how hairdressers can think outside the box in their own salons, whilst multiaward winning stylist and educator Geoffrey Herberg will show attendees how to discover a multitude of possibilities of how to use their styling iron and curling tong. If you are looking to expand your barbering skills, 3 sessions will be offered as part of
EduFEST with WAHL and American Crew offering hands on workshops across the two days. And the opportunities for hair professionals do not stop there with the Sunshine Pro Series Hair Competitions to be staged on both days of the Expo. You cannot experience anything like this in Australia! Up to 300 competitors are expected to compete in 10 categories including Upstyling, Ladies Cutting, Colour Futuristic and the popular Salon Team Challenge. The passion and creative dedication that is put on display is outstanding, and you don’t have to be an elite, award winning hairdresser to enter – there are divisions for apprentices and senior hairdressers. Furthermore, after the resounding success of the inaugural Barber Pro Series Competition in 2018, which saw scores of crowds watching, the competition is back and will continue showcase the best in the barbering business. With over 250 brands on show, the Expo will feature a stunning range of quality industry brands and suppliers, with deals and special offers galore. EduFest registrations and general Expo tickets ($25 for a 2-day pass) are all now on sale at www.brisbanehairandbeauty.com.au
Ash • Pearl Blonde • High Lift Delivering Cool Bases designed to achieve maximum coverage, great tones, intensity and beautiful soft blondes. From Ash Naturals to Intense Ash Bases - great for men’s blending - Cool Arctic Blonde to soft Island Violet Blonde. A range that will cool and neutralise warmth, also achieve maximum lift and stunning reflects.
D i s c o v e r m o r e AT
a b r o Z d e m a N k e e A Gr
Family man, community champion and hard-working entrepreneur, Peter Kotis is a hairdressing industry legend. Arriving in Australia from Greece as a qualified barber but penniless in 1963, he immediately began working in a small barber shop in West End. When that shop burned down, he moved into another barbershop in the city and purchased it soon after. Peter & Scott Morrison
As a testament to his hard work, within a year of arriving in Australia, he had bought his first business and this was to be the first of many. A keen soccer player and avid community supporter, he became an active member of many local organisations including radio 4eb (later becoming President), multiple Greek Club committees, and has fundraised for many natural disasters in Greece and in Australia through flood and fire appeals, radiothons, sports and cultural associations. In recognition of his extensive contributions, Peter was awarded the Lord Mayor Multicultural Business Award in 2009, honoured with the St George, Greek community George Pipos Award in 2014 and has most recently been nominated for an Order of Australia. By 1979, Peter had opened Zorba Hair Fashions, the first Men’s and Women’s Hair Salon of its kind in Carindale Shopping Centre, Brisbane and since then has owned as many as 13 salons at any one time. This year, Peter celebrates 40 years in the same centre, which is an extraordinary milestone and during his time in business, has qualified over one thousand apprentices in the industry. Peter’s life has recently been captured in a biography written by his brother, called “The Greek Australian nicknamed Zorba” which details his remarkable journey from a very poor upbringing in Greece to a substantial business and now wonderful life in Australia. To mark this incredible achievement, Hair Biz Editor, Kym Krey spoke with Peter Kotis to learn more about his journey.
TELL US A LITTLE ABOUT YOUR LIFE BEFORE COMING TO AUSTRALIA IN 1963 AND WHAT PROMPTED YOUR DECISION TO IMMIGRATE.
Life was very different back then. My family was very poor growing up, barely able to feed all the mouths in our family. I left school very young to be able to financially contribute to my family. That life was never going to be it for me. I always needed more, dreamt of more. I knew that if I was just given the opportunity, I could achieve everything I’d always imagined, and that is why I knew I needed to immigrate to Australia. 56
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WHAT DID YOU IMAGINE YOUR FUTURE WOULD LOOK LIKE WHEN YOU SET OUT ON THAT JOURNEY?
I had always dreamed of a better life, of success and achieving great things but nothing could prepare me for all of the opportunities Australia could offer me. Arriving penniless, I was both scared and excited all at the same time. In the book, “A Greek Nicknamed Zorba”, a biography written about my life by my brother, the chapter about my migration into Australia talks about the initial difficulty I, like many other immigrants faced. Different lifestyle, different language, different social expectations. When I arrived, with merely the clothes on my back I knew I could do anything I set my mind to, and that I did.
WAS IT ALWAYS YOUR DREAM TO OWN YOUR OWN BUSINESS?
Yes! It took me one year of hard work before I owned my first barbers shop. I always had entrepreneurial blood. I found ingenious ways to increase my business always, from that first little barbers shop right up until today!
IN 1985, YOU BECAME PART OF THE 4EB COMMUNITY ETHNIC RADIO TEAM AS A VOLUNTEER BEFORE BECOMING VICE PRESIDENT AND ULTIMATELY PRESIDENT. TELL US MORE ABOUT THE IMPOTANCE OF THIS ROLE.
All of my community involvements are very special to me. I love my Greek culture and I love nothing more than integrating with my love of my Australian culture. What better way of being part of anything that integrates both. Australia is my home, but I want my cultural background to last for generations to come. I believe it is also important that you give back in any way
that you can. People have many misfortunes in life, and I am so thankful for everything I have been able to achieve. Nothing is more important than helping everyone whenever you can and raising funds for causes such as the Greek fires, Queensland flood appeal and the Philippines Tsunami have been important to me.
WHAT DO YOU THINK HAS CONTRIBUTED TO YOUR SUCCESS OVER SUCH A LONG PERIOD?
Zorba Hair Fashions opened in 1979, the first Men’s and Women’s hairdressing salon of its kind in Brisbane’s Carindale Shopping Centre and has continued to trade there successfully for 40 years. Zorba turned all my dreams into reality. I always wanted to be one step ahead and opening a Men’s and Women’s Salon was certainly that! Although my English was weak, I knew that all I needed was care. That has always been mine, and now our business philosophy. We have always cared about our clients in every possible way we can. 40 years is a long time to be in one business and our care for our Zorba family is just as strong today as it always has been.
OVER THE YEARS, YOU EXPANDED YOUR GROUP TO INCLUDE 13 SALONS AT YOUR HIGHEST POINT. WHAT WAS DIFFERENT BACK THEN TO HOW IT IS TODAY?
The industry was significantly different back then, as was everyday life. The rents were less, the handshakes meant more, and the internet did not rule the world like it does today.
YOU HAVE TRAINED OVER 1000 APPRENTICES HERE IN AUSTRALIA! WHAT DID YOU LOOK FOR WHEN HIRING THE RIGHT PEOPLE FOR YOUR TEAM?
I have always treated my staff like part of my family, teaching them all as I would teach my own children. Their success is my success and always has been. That is why this book is so important to me. I feel like it’s my way of being able to reach a much larger audience and teach them as though they are alongside me. You teach people how not only your skill, but your attitude and dreams are all contributing factors to their success. How, if I could come to this country, not speaking this language and with the minimal education I had, a create my success story, that they can do so much more with the correct dedication. Our industry is very different today to what it was when I began and the ability to be even more successful now with everything available to us is amazing.
AND WHAT ARE YOUR PHILOSOPHIES AROUND TRAINING YOUR STAFF TO BE SUCCESSFUL?
My goal is to train them so well not only in our trade, but in their attitude and their level of care. Anyone can teach a trade, but not many people care enough to teach success and ambition in business.
HAS IT BEEN REWARDING TO WATCH PARTICULARLY YOUR DAUGHTERS, KALIOPI AND ANNA STEP UP AND TAKE THE REINS OF THE BUSINESS TODAY?
Yes, it has been extremely rewarding to watch my family take the reins of the business and watch their own success evolve. I feel proud
to have passed down this legacy to them and I love watching them make their own decisions and the path they are taking (while still keeping my opinion very well heard, haha!)
YOU HAVE JUST BEEN NOMINATED FOR AN ORDER OF AUSTRALIA, WHICH RECOGNISES OUTSTANDING MEMBERS OF THE COMMUNITY. WHAT DOES THIS MEAN TO YOU?
It means that everything I did in my life, everything that I worked so hard for, has been recognised. Nothing I’ve ever done is to achieve
anything more than inner happiness and my own goals, but it certainly means a lot to be recognised in such an honourable way.
IF YOU WERE STARTING OUT IN BUSINESS TODAY, IS THERE ANYTHING YOU MIGHT DO DIFFERENTLY?
Yes. Work hard, and dream harder. I hope that everyone who reads this, will also read my book. I feel that is my way of contributing to great achievement in our industry and a way I can truly motivate people to aim high in their life and achieve everything in their heart.
WHAT HAS BEEN THE GREATEST LESSON YOU’VE EVER LEARNED IN BUSINESS?
That all you have to do is try. Some things you try will be amazing, and some not so much but this way you live life with no regrets. You can always rebuild. We are so lucky to live in a generation where the world is literally at our fingertips. Take advantage of every opportunity you have and don’t forget to make your own opportunities along the way.
AND WHAT ADVICE WOULD YOU GIVE OTHERS WHO DREAM OF OWNING THEIR OWN BUSINESS?
Do it! If you are willing to work hard and treat your business as you would treat anything you love, then there is no way you will not be successful. Always strive to be different and be one step ahead.
WHAT ACHIEVEMENT ARE YOU MOST PROUD OF IN YOUR CAREER, PETER?
I am proud to have been a part of so many people’s lives. I am proud that they trusted me to help them kick start their careers and I feel blessed to have been given the opportunity, long term or short term, to contribute to their career and their future goals. If you’d like to read “Greek Australian nicknamed Zorba”, the story of Peter’s incredible journey through life and business, you can buy the book at any Zorba or PC Hair Salon, email Peter at pkotis@pchairsalons. com.au or buy online from Amazon at http://tiny.cc/h0dc8y Hair Biz Year 13 Issue 4
MY TATTOO. MY STORY. To celebrate the 15th year anniversary of their pink campaign, which to date has helped raise over $15 million for breast cancer charities globally, ghd have partnered with Chicago-based tattoo artist, David Allen.
"I love what I do because I get to see direct change and transformation happen. When the women look at themselves in the mirror for the first time, it’s joy, it’s transcendent." DAVID ALLEN
Hair Biz Year 13 Issue 4
For almost ten years now, David has made it his mission to help women reclaim their femininity after breast cancer by concealing their mastectomy scars with beautiful floral designs. With your support, ghd’s goal is to raise a further $1 million this year with the latest “ink on pink” collection.
ever done this kind of tattoo before and knew that the skin would have healed differently. She was so persistent that I ended up flying to Baltimore to meet her and discuss with her further.
“I had open heart surgery when I was 9 years old so I was aware of scars and markings on the body. You start to know your good and bad angles, what is and isn’t comfortable,” says David.
“During this process I was hands on with someone and watching them heal. I was using my craft and work which overwhelmed me – I had to take a break and weep. She cried the whole time; her husband was also in tears because she wasn’t previously able to look at herself because she didn’t recognise herself and her body.”
“I had a woman in New York get in touch a number of times about my tattoos. She said she liked the look of femininity of the tattoos I create. She’d had a single mastectomy and construction and wanted me to tattoo where her scarring was, but I hadn’t
Throughout this incredible process, this beautiful New Yorker’s body became hers again, the process allowing her to take control and decide how she wanted her body to look when it had been previously something she wasn’t able to control. David posted the imagery
“It’s beautiful to see how hairdressers enable women to feel beautiful. When you think of stylists and the time they spend with their clients - the validation that happens when you hear someone’s story, when you’re listening, when you’re present. That matters. There’s healing in that.” DAVID ALLEN
online once the work was complete. It went viral and was followed by an influx of demand from other women who had seen it and wanted something similar. “Now, I do between 6 and 8 mastectomy tattoos a month – it’s a long process and takes a whole day to complete.” David says. “The process is collaborative. I work on different designs and share them with the women, asking for genuine feedback and then we work together to make the changes to capture her vision too. Some women have a chemo port, or horizontal line scars from their surgery, or dimpling on the side and they stand in the mirror and will show me these scars, something that for them is so “obvious” but for me is not. I don’t see them how they see themselves. They set a hierarchy of what’s important for them, which dictates the design. It’s amazing to be able to be a small fraction of people’s lives and stories.” David chooses floral and botanical imagery because it’s organic. “It can be altered and tweaked”, he says. “Some women have cancer recurrence, sadly, and with floral imagery you can add a branch, a leaf, a petal. Some women have connections with different types of flowers: it can be a childhood memory for example. Women seem to attach meaning to very specific flowers. They find beauty within it whether it’s rebirth, life.”
COLLABORATION WITH ghd
“The connection with ghd and this partnership makes sense”, says David. “The amount of effort, thought and money they put into helping women with cancer all over the world is extraordinary and I chose to collaborate because I believed in the company.”
Working with his clients takes time, David explains, as they build their confidence back up in a way much like the time people spend with their hairstylist, and David strongly believes that the experiences of intimacy and power of transformation are akin to one another. “I see similarities between what I do and the role of a hairdresser during a sensitive time, like going through cancer and chemotherapy. Hairdressers will tell you what they know about their clients – you hear of tragedy, illness, pain and loss. Stylists help in the process of reclaiming femininity especially during sensitive times when facing hair loss. There’s definitely synergy between my role and theirs - hairdressers enable women to feel beautiful and build in confidence.”
CREATING THE INK ON PINK COLLECTION
ghd invited David over to London, where he spent time with product designers and learnt about the printing process, designing a hair straightener together. “I treated it as if it were an arm or a leg, a person’s body. I did the same process that I would with the mastectomy tattoos. I picked the flowers, I photographed them, hand drew different patterns and we came up with 30 to 40 ideas. It was incredible.” ghd chose Grace Lombardo, breast cancer survivor and hero, to raise awareness for their collection with David Allen. Grace, mother of 3, was diagnosed with Breast Cancer in 2016, at the very young age of 35. She went through a double mastectomy and reconstruction, and in 2017, she trusted David Allen to conceal her scars and enable her to take back some of the control that cancer took away from her. To learn more about Grace’s story, visit www.ghdhair.com/au
ghd INK ON PINK COLLECTION The award-winning ghd platinum+ and ghd gold® stylers, featuring original design by David Allen. $20 from every ghd ink on pink limited edition styler sold will go to the National Breast Cancer Foundation.
ghd Platinum+ RRP $355
limited edition styler
ghd Gold RRP $295
limited edition styler
www.ghdhair.com/au #ghdpink #MYTATTOOMYSTORY
THE FASTEST GROWING CATEGORY IN
PRESTIGE BEAUTY In the category of Prestige Beauty, hair was up 19 percent in 2018, even faster in 2019 and of that, demand for Organics is outstripping all others. This is driven by the wellness movement and new products market.
So, what about the professional hair salon market, are we keeping up with these very clear and strong consumer demands? What are the benefits of offering an Organics solution to your salon customers and are there any potential pitfalls to look out for?
“PEOPLE HAVE CHANGED, AND PEOPLE WORLDWIDE WANT BETTER. BETTER FOR THEMSELVES, THEIR KIDS AND BETTER FOR EVERYONE AROUND THEM.”
We caught up with Tony Awad, founder and CEO of DNA Organics, the leading Australian Organics Specialist in luxury hair and beauty. We wanted to ask him about his brands and their rise to success as well as his experience so far of being the front runner of this now very popular segment in our industry.
DNA ORGANICS HAS BEEN FAST TO DISRUPT THE PROFESSIONAL MARKET. ALMOST OVERNIGHT MOST BRANDS ARE IN A FRENZY TRYING TO LAUNCH INTO THIS ORGANIC SEGMENT.
I wish it was overnight for us, DNA Organics has been pushing the Organic envelope and creating amazing formulas since 1995-96, for about 23 years now. We are proud to be the go-to specialist when people want the real deal in Organics and proud to be called a disrupter in this segment.
IS ORGANICS A FAD OR HAVE ORGANIC-DRIVEN HAIR AND BEAUTY BRANDS CHANGED THE FACE OF OUR INDUSTRY FOREVER?
Well you are asking someone who deeply believes that Organics is a way of living. People have changed, and people worldwide want better. Better for themselves, their kids and better for everyone around them. DNA Organics had no intentions of being anything other than a better choice when we began introducing certified organic foods into our formulas. We believed that they would be better on the skin and therefore less harmful then some of the alternative and cheaper ingredients that were the norm at the time. It was about health and a healthier option, not about purposely changing the market.
CONSUMERS NEED TO HAVE ULTIMATE TRUST IN THEIR PROVIDER TO FEEL SATISFIED. IS THIS THE SAME FOR THIS PROFESSIONAL HAIR SEGMENT OR DO YOU SEE OTHER WAYS OF GETTING IN FRONT OF AND SATISFYING THE CONSUMER?
Integrity is the key, consumers have access to instant information now, they know, or can easily find out, if you’re not truthful. When you are charging more, or selling your services and products as a better or healthier option, then integrity is the number 1 requirement. You can’t hide behind false claims, well not for too long anyway. You will get caught out eventually.
IT CAN ALSO BE RISKY, MAKING AND MARKETING ORGANIC CLAIMS AND LOTS OF SALONS WANT TO DO IT RIGHT, SURELY NO-ONE WOULD TAKE A RISK DOING OTHERWISE IN THIS ERA?
Of-course there are “Cowboys” who operate in our industry, there always has been. Unfortunately, it seems that the Organics 60
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segment has bought them all out in the open. However, making false claims and purposely confusing consumers shouldn’t just be blamed on hairdressers who are trying to get a bit of the organic action, as they put it. There’s actually not that many of them. It’s some of these smaller “Cowboy” brands and their reps that are dangerous. Some of them are so desperate that they blatantly confuse the hairdresser with claims that are very false and, in some cases, dangerous. A lot of salons who have made the switch to DNA Organics lately have previously been left totally exposed to lawsuits and ACCC legal actions, and worse still they didn’t even know they were. Consumers definitely want a professional and proper Organic solution offered to them in the salon and they will pay for it. They want an Organics Specialist.
SURELY THE BIG BRANDS WOULD NOT TAKE A RISK DOING THIS?
No way, you usually find the big brands don’t have time or the need to act like “Cowboys”. They have very well-established markets and offer trusted products and services. They usually allow specialists like DNA Organics to operate along-side them without the need to push them out of the market. Competition is healthy when it’s honest and done with integrity. We are happy being an Organics Specialist, we are not interested in offering services we are not good at, like fashion runway opportunities and big shows. DNA Organics is about helping our salons with business decisions to make money in their salons in an honest and sustainable way. So far so good.
WHAT IS AN ORGANICS SPECIALIST?
Well the usual saying goes would you buy your fruit at the butchers? Or in this case how about having your orthodontist perform your critical
open-heart surgery? I don’t think so. A heart specialist surgeon will do just fine. DNA Organics have been the frontrunner and Organics Specialist for over 20 years. No other Australian professional hair brand can make that claim. We have helped over 100 different brands launch to market with their own organics hair product brand. Some have moved on to worldwide success. Which we are very proud of. When brands and salons are looking for proper luxury organics that have the ultimate professional salon function they usually come to us. The demand is so strong that we have had to remove our telephone number from our website.
DO YOU FIND THE CUSTOMERS OF THIS SEGMENT KNOW THE DIFFERENCE BETWEEN ORGANIC CLAIMS AND PROPER ORGANIC PRODUCTS?
That’s a great question. The consumers that are driving massive growth in this segment know the difference, they are looking for the right salons and buying professional products and expect those products to be better and the real deal. They want proper Organics, they’ll go out of their way to get it, they are expecting to pay more.
DO YOU FIND THE HAIRDRESSERS OFFERING AN OPTION IN THIS SEGMENT KNOW THE DIFFERENCE BETWEEN ORGANIC CLAIMS AND PROPER ORGANIC PRODUCTS?
There are some that do but most actually don’t. The amount of consumer enquiries we get online claiming to have been to a hairdresser who claimed to use an organic product that wasn’t is phenomenal. They then lose that customer forever. It’s sad.
WITH NO SOLID RULES ON WHAT IS AND ISN’T ORGANIC, HOW CAN ONE KNOW THE DIFFERENCE BETWEEN HYPED ORGANIC CLAIMS AND PROPER ORGANIC PRODUCTS?
The only solid and defined rules on organic and/or certified organic is with food. You absolutely cannot claim organic or certified organic if that food product is not.
Big fines and trouble if you do. So, what about hair products? The answer is very simple and based on very easy common sense. • If it makes sense then its real, if it gets too confusing then it’s probably hype. • Don’t believe all the google scientists and keep your investigation very simple. • It’s all about the actual ingredients. • There should be certified organic ingredients in there. Food, not just 1 or 2, but most of the ingredient list.
HERE ARE THE TOP 6 QUESTIONS I WOULD BE ASKING IF I WERE A SALON PRESENTED WITH A PRODUCT AND TOLD IT WAS ORGANIC.
1. How many ingredients are there in this product? Count the total ingredients. Nothing else to be added here. 2. Are any of these ingredients certified organic? It’s simple, if the answer is no hand it back and say goodbye. 3. If yes, how many of these ingredients are certified organic? A lot of “Cowboys” avoid this by confusing the hairdresser with percentages and concentrations or worse, making claims that the SDS/MSDS is a pointer to how clean a product is. That is false information. It is a lot simpler than this, just count the claimed organic ingredients, the goal is the that majority of the ingredient list is certified organic. 4. Who certified the organic ingredients? China, India or ACO (Australian Certified Organic) Hopefully it is ACO and not some obscure certifier. 5. Did the brand purchase those certified organic ingredients in Australia? There are some amazing suppliers of certified organic ingredients in Australia. 6. Will the company, not the rep, provide these claims in writing before you begin to purchase? It’s a matter of when not if you are audited by the ACCC. You need a company that will back you up in writing. If the brand is constantly changing claims then you can bet that they won’t be backing you up.
To learn more about DNA Organics and becoming a Certified Organics Specialist contact www.dnaorganics.com.au or 0490 053 583
Hair Biz Year 13 Issue 4
LuminArt releases new
Hair Biz Year 13 Issue 4
Hair colour is the perfect way to express your individuality and the NEW LuminArt Professional Colour Cream Cool Collection is designed to allow you to do just that. Unleash your creativity with this range of stunning, chic, edgy colours to create smouldering, subtle highlights or beautiful bold balayage, to suit any clients’ ashy requirements!
formulated, long-lasting age-resistant colours. All colours are formulated to achieve maximum grey coverage while reviving youthful lustre and vibrancy without the need of unnecessary mixing. The range also includes delicately fragranced pure blonde art white and super white art blue ammonia and dust free powder bleaches as well as a full range of highly conditioning and ammonia free oxidising creams.
The new Collection is delivering Cool Bases designed to achieve maximum coverage, great tones, intensity and beautiful soft blondes. From Ash Naturals to Intense Ash Bases - great for men’s blending - Cool Arctic Blonde to soft Island Violet Blonde. It is a range that will cool and neutralise warmth, also achieve maximum lift and stunning reflects.
LuminArt features Australian extracts to bring the colours of Australia’s vast palette of colour to life longer. The range is formulated using unique Micro Pigment Technology (MPT) which allows for maximum colour pigment absorption by the hair without altering its structure, the micro pigments sinking deeper into the hair’s cortex, resulting in an even coverage and intensity.
The Cool Collection features 15 brand new shades, ranging from subtle to statement making, that join LuminArt’s extensive palette of 102 traditionally formulated and 48 ammonia free, ecologically
For more information visit luminart.com.au
THE ESSENCE OF
HAIR COLOURING Hi Lift TrueColour is the essence of hair colouring. Offering a sensational palette of colours enriched with herbal extracts for added protection and also 100% vegan. TrueColour’s formulation integrates high definition pigments for superior coverage, vibrant shine and lasting results. Truecolour are excited to announce the expansion of the range, due to the rapid growth of the brands popularity throughout the Australian and new Zealand hair industry.
underlying warmth which is essential throughout AU/NZ.
Truecolour was created with the Australian/NZ hairdressing industry in mind. They saw a demand in the market for a customised colour range to suit our lifestyle, climate conditions and environmental factors.
“I’m so excited TrueColour is expanding. I love everything about this range! The colours are AMAZING. I can create the most beautiful blondes and some of the best reds I’ve ever done” Willow Grace Hair Design
The colour chart is easy to follow each shade hand selected by industry professionals therefore addressing the needs wants and demands in salon. As the hair and fashion industry are ever so diverse True Colour were able to customise the chart with current trends and popular reflects always following current and ground breaking trends. That in itself is unique within a range, being more appropriate to the market here in Australia & New Zealand
“We love TrueColour and are so excited about the expanding range! Beautiful colours for every client whether they want a permanent or semi colour. True colours many shades are true to base and give amazing shine and lasting power!” Colour Queens Hairstyles
Expanding the range was necessary to keep things fresh and evolving. Adding a variety of choice for the colourist to work with, using a trusted brand that always delivers to meet the demands of an ever-changing industry.
“TrueColour is an amazing range that I have been using for many years and I have been lucky enough to sample the new range over the last few months which I feel really complete the TrueColour family. It’s very exciting to have a such a wide variety of colours to choose from that produce exceptional results at such affordable cost for all salons and hairdresser Australia wide.” Suzi’s Hair Studio
Truecolour is adding 21 new shades to the range. You will see the introduction of intense ashes, copper ash, violet blondes, red violets, 3 new toners ICE, LAVANDER & ROSE. New to the range will be an ASH corrector which is designed to be intermixed with other TrueColour shades to assist in counteracting
Hair Biz Year 13 Issue 4
TrueColour are also bringing back the copper intensifier due to popular demand. This brings the entire comprehensive range to 124 shades. Truecolour understands the importance of continuing to stay up to date with its users, offering support when needed and uses its online Facebook support group to do so with dedicated staff members in the group who are there to assist its users.
“I love TrueColour. It’s the only colour that I am 100 percent happy with and my clients love it as well. I can’t wait to see and use the expansion of new True Colours.” Amazing Hair on Tall Tree
Facebook Group: TRUECOLOUR PROFESSIONAL GROUP For more information on distributors in your area contact www.muimports.com.au
Kelly, can you handle this?
Michelle, can you handle this?
Beyoncé, can you handle this?
I don’t think you can handle this...* - Destiny’s Child, Bootylicious * Excellent Edges do not have any association with Beyoncé, Destiny's Child or any other Bootylicious mega star. We're just here for the Becky's with the good hair...and are happy knowing you now have this song stuck in your head. Love you Bey!
D TAND ST S H8131A1 Beat Scissors Beat us us at at Rock, Rock, Paper, Scissors to purchase to recieve receive 10% 10% off your scissor purchase
at Hair Expo, 8 - 10 June282019. at Brisbane & Beauty Expo, - 29 July 2019
SERIOUS ABOUT SCISSORS ...and not much else
y l n O
EVY 2019 has been a whirlwind for EVY Professional gaining unprecedented momentum through brand awareness and industry support. It’s been an overwhelming yet humbling period of time for CEO and Founder, Tracey Bazzano Lauretta who has discovered just how many people know both her and EVY PROFESSIONAL by reputation alone.
The new baby of the family, e-smooth, has been fast-growing and this can most certainly be attributed to the beautiful brand-new videos and marketing campaign. Some great new collaborations have been established with the likes of Toni&Guy, KSHE Brisbane, Milkshake Vic, selected TAFE colleges, Kazakhstan and Japan, coupled with a brilliant launch in Mexico with the most famous Mexican salon, Silvia Galvan supporting. EVY Professional have also welcomed Bryan Murphy to the team in education and sales in North QLD.
am inspiring women globally to push hard, follow their dreams and passions. That to me is fantastic – there are so many wonderful businesswomen that inspire me and if I can be that for others it’s truly a gift. I love to give back to the industry as much as I can and be available when and where I can. Life balance is always difficult - I love what I do #workingnotworking, so it’s more about giving time to others, including family and friends in the limited downtime I have.
WHAT’S ON THE HORIZON FOR EVY?
A couple of new tools and products to grow the EVY family, and instil within the industry that we are indeed the ‘smoothing experts.” There will definitely be more growth in terms of WHAT CAN WE EXPECT FROM global expansion which has already started this There’s been TIGI education team collaborations, YOUR NEW EVY ‘PRO STARS’ year as mentioned above! That’s my vision and appointment of a Miami distributor, investment BRAND AMBASSADORS? in a European launch through Ireland, Spain and Our beautiful EVY PRO Stars Ambassador team is plan because I often think, what’s the alternative? Portugal, infact for this independently owned an amazing group - they are all so passionate and Stop and do what? So it’s definitely full steam ahead; I did not “plan just happened and brand, insanity to sayorganic the least! We caught up yourhard working - we hope be able to share theirsystem • With wild-crafted ingredients to pamper “The EVY to PROFESSIONAL e-smooth is a simple-to-use, time EVY”, saving itsystem. The we are here to stay! Many brands can talk the talk with nourishing oils andwoman extracts.behind the collaborative talents e-smooth to tone hair simultaneously, and we love the fact it means a smoke-free with hair the powerhouse business and enables EVY inusamongst their - we iswill and and let you see and feel the salon! Anschedules. Australian brand that’s 80% organic alsotalk a bonus the service extends, postwalk brand, to talkingredients about all things EVY! • Natural including fruit extracts, Tamarind,own so crazy, jam-packed are the people’s brand, created by salon experience, with four retail productsEVY for works! ongoing We maintenance.” Apple, Sugar Cane Milk with Hyaluronic Acid and Ceramides added moisture. Joe Habaki, TONI&GUY, Armadale stylists for stylists, and the consumer. TELL US A for LITTLE ABOUT YOUR HOW ARE SALONS LOVING
Organic Solutions for Hair
BUSY OVERReleasers, THE LAST • O% SCHEDULE Formaldehyde, Formol 2 MONTHS TAKING EVY Carboncysteine, Parabens and GLOBAL. all nasties
E-SMOOTH “I’m AND INTEGRATING blown away by the new development results we are getting IF and YOU COULD SUMwith UPe-smooth! EVY INAtONE THIS INTO THEIR SALON TONI&GUY Bondi Beach we do a lot of SENTENCE keratin treatments, the fumes are smokey and in FOR SALON OWNERS As •well as taking brand acids global, I’ve been A unique blend ofthe 3 organic to create smooth, SERVICES? a salon likes ours it’s a problem. e-smooth is easy to apply, fume free and the biggest WHAT WOULD IT BE? travelling Australia again hair. for business and with e smooth is a no brainer! It’s 100% SAFE, easy manageable, hydrated benefit is no colour change.
all the awardsand andstrength, events;also it’savailable been great have to use and sell. I believe 80% of clients need A brand that delivers and that truly cares and • 1 formula withto violet pigment. Kelly Wright, TONI&GUY Bondi Beachbelieves in what we do for both the industry, our an •EVY presence at all of them supporting the Salons that do not do smoothing Smoothing shampoo that will straighten/smooth hairsmoothing. in clients,asand YOUR “We love usingdon’t EVY PROFESSIONAL it does notclients! pollute the salon with any industry basically, treatments/services usually because they e-smooth just –one step I unpack to repack! toxic gases which is a real plus for staff and client comfort. The results are great and are so labour intensive and not pleasant for the • NO FUMES, SAFE AND EASY we highly recommend using it on or heavily coloured hair. Unlike www.evyprofessional.com Although 2019 so far has felt like I’m living on consumer and stylist. We have now given them theparticularly sensitised some otherby keratin does not turn blonde hair yellow. In fact if planes and in hotels, I also feel very blessed that easy solution accompanied greattreatments marketinge-smooth to anything, it improves the colour in some cases.” I love what I do and am able to see the world, be able to advertise for them. Colin we Moxey travelling and meeting great people spreading EVY I am super proud Colin of theMoxey, marketing haveHairdressing been love. Of course leaving family behind and carrying able to share for the salons – e-smooth is another For enquiries visit evyprofessional.com or email us at firstname.lastname@example.org | Tel. 1300 760 165 ORGANIC however so much luggage, is the downside, the simple & safe way to make extra money with a WILD EVY E Smooth - Your Ultimate Smoothing Experience. upside is realising that as aCRAFTED woman in business, I great salon service. Proudly owned and distributed by AquaBaci Pty Ltd for EVY PROFESSIONAL
Hair Biz Year 13 Issue 4
HYDRATE @ EVYPROFESSIONAL.COM • WWW.EVYPROFESSIONAL.COM • TEL. 1300 760 165
HAIR SHOP INVISIBLE WEAR By Paul Mitchell
Playfully cool and effortless as ever, this dreamy trio is formulated with long-lasting ingredients to create light-as-air forms and finishes. Each product transforms in your hand from first touch to final application for an unexpected experience that leaves locks with beautiful texture, volume and definition. Invisiblewear Velvet Cream offers lightweight definition with a satin finish, smoothing and taming with featherlight definition. The non-greasy, velvet flower-infused formula softens strands for added manageability and dries invisibly. Invisiblewear Cloud Whip offers controlled texture with clean definition to create gorgeous lived-in looks with a light-as-air feel. The velvet flower-infused formula conditions as it defines for soft, touchable texture. Invisiblewear Air Gel creates an undone texture with airy volume. It adds volume and piecey texture with a light, touchable hold. This revivable formula bounces back for effortless second-day restyling and leaves no residue. www.paulmitchell.com
MOISTURE FOAM By Affinage Professional
Moisturise and style in a single application with Affinage Professionalâ€™s new flexible styling foam. Affinage Moisture Foam is a light to medium hold mousse containing Hydrolyzed Rice Protein. Rich in Amino Acids, it nourishes hair from root to tip and increases natural shine while helping to fortify against damage. This multi-tasking product also contains an antihumectant to seal in moisture and control frizz in even the most humid conditions www.affinage.com.au
MVRCK By Paul Mitchell
New MVRCK dry paste adds volume, enhances texture and creates sculpted hairstyles with a medium hold and matte finish. MVRCK Dry Paste features a spin-off lid for nofuss dispensing and gives hair a lightweight, gritty texture thatâ€™s flake-free with an energizing agave citrus scent. www.paulmitchell.com
SP REVERSE By Wella Professionals
THE DEMI By Paul Mitchell
The Demi Intensely Cool Collection offers soft toning to neutralise warmth or brighten the lightest level blondes with rich results lasting 4 to 6 weeks. The ammonia-free, intermixable shades gently condition to enhance shine and colour vibrancy and guests can be toned in 5-20 minutes with a colour service easily applied in the basin or colour bar. With The Demi Intensely Cool Collection, timing equals intensity. The longer these level 10s are left to process on the hair, the more intense the tone will be in the end result. To lessen the intensity of any shade, intermix with Clear to dilute. Ideal for application on a level 10 blonde, however keep in mind that underlying pigments will dictate the end result. Each shade offers its own unique tonal value. Refer to your Colour Map to help choose the right tone for your guest. www.paulmitchell.com
SP ReVerse is a complete hair treatment that targets both the scalp and hair and is specially formulated to combat the five hair stages of hair change that comes with age: colour, shape, mass, composition and thickness Revitalising hair to a vibrantly youthful look and feel, the ReVerse range uses a unique vitamin complex to target the 5 signs of ageing, including caffeine and sea kelp. Caffeine is known for its penetration benefits in human skin, and its stimulatory effects on the scalp. Caffeine also boosts the skin cell metabolism and hair follicle growth. Sea Kelp contains large amounts of reparative iodine and is a natural source of vitamins and minerals helping increase the hairâ€™s youthful flexibility and suppleness. The range contains 4 products that perfectly complement each other to boost hair and make it youthfully vibrant again! www.wella.com
INCA GLOW By Paul Mitchell
Inca Glow is a revolutionary smoothing system that is transforming the professional smoothing market. Formulated using natural ingredients, Inca Glow combines a unique Amino Acid Complex and Inca flower oil, rich in Omega 3, 4 and 9 and vitamins A, C and E, to form the ionic chemistry that smooths and conditions all hair types with long-lasting results. The Inca Glow amino acid smoothing system is free from Formaldehyde, Glyoxylic Acid (a formaldehyde substitute) and ammonia, which aims to eliminate the possibility of any scalp irritation, with no harsh odours or unhealthy vapours. Inca Glow lasts up to 16 weeks with unsurpassed shine and condition. www.paulmitchell.com
BEARD OIL By American Barber
Multi purpose lightweight oil based formula especially designed for beard care. Conditions and softens your facial hair for shiny and smooth results. Provides an unsurpassed level of grooming excellence. www.muimports.com.au
ir a h l a n o s r e p , g n li y t s ir a h t s e b e h t o t e ” s “Hom t c u d o r p d e t ia c o s s a d n a ls o o t g in m o o r g
TURN IT INTO A TONER
Turn any shampoo, conditioner or cream-based styling product into a toner with Keracolor Toning Drops. Keracolor Toning Drops are keratininfused, and can be rinsed out or left in the hair.
SAME DAY, CUSTOMISABLE KERATIN TREATMENT
New look packaging with same amazing formula. Keratin Complex Personalized Blow Out Treatment is the zero downtime, customisable keratin treatment – smooth, straighten, define curl or de-frizz! Results last up to three months.
SOMETHING TO TORQUE ABOUT
High torque meets supreme performance. Now available in beautiful gold and rose gold, BaBylissPRO Hair Clippers offer exceptional power and durability to cut through all hair types with impeccable ease.
THE NO-FUSS FOIL
Life is easier with no-fuss foil! Robert de Soto iFoil Embossed Pop-Up Foil is embossed for secure hold while highlighting, streaking, isolating colour and applying balayage. Fast, easy interleaved foil.
FASTER, EASIER WITH ROTATING BARREL
Brilliantly shiny, smoother curls for all hair types. Silver Bullet Rotating Curling Iron is simple and easy-to-use with a clockwise or anti-clockwise motorised barrel. Ceramic barrel surface infused with Argan Oil.
PARLUX’S NEW IRIDESCENT DRYER
Must-have: Parlux Alyon Air Ionizer Tech Hair Dryer in iridescent jade. Italian-made innovation and technological prowess, now combined with a uniquely gorgeous green iridescence. Limited numbers available.
KERATIN, MARULA OR ARGAN
Three haircare powerhouses. Three complete haircare ranges. Choose Keratin, Marula Oil or Argan Oil, and 12Reasons will bring you superstar results with haircare based on the most potent ingredients available. FOR MORE INFORMATION: CALL DATELINE IMPORTS P/L ON (02) 9666 3611 OR VISIT DATELINECITY.COM
“Sometimes it’s important to have fun and play around with hair and imagery, with no agenda and no pressure. This collection was me and photographer, Jack Eames, getting together to create looks that evolved during the day. There was no wrong or right, it was about creating images for no other reason than we wanted to.” - COS SAKKAS
HAIR: COS SAKKAS, TONI&GUY, LONDON
PHOTOGRAPHER: JACK EAMES
BRITISH HAIRDRESSING AWARDS 2018 MIDLANDS HAIRDRESSER OF THE YEAR
Hair - Nicola Smyth Photography - Richard Miles MUA - Naomi McKeever Styling - Magdalena Jacobs
YOUR VOICE. WHAT DOES THE FUTURE HOLD?
By Kate Feutrill-Finlay
Kate Feutrill-Finlay is an educator in Barbering at Box Hill Institute and owner of The Flair Lounge in Doreen on the outskirts of Melbourne. I will never forget the day that I got the phone call that would launch me into this amazing career. As a teen, I had spent my entire September school holidays working for free in salons that were looking for apprentices. I was in year 10 at the time (for the second time), and my Dad had said that I could only leave school if I had an apprenticeship lined up by the end of the holidays. My dad also said that if I wasn’t able to get an apprenticeship, I would have to return to school, knuckle down, get Year 12 done and become a Kindergarten teacher! So, I spent every day walking the streets in my neighbourhood, asking for work. As a result, I ended up working in 3 salons over the holidays. The work was enjoyable and it sealed my decision that this is what I wanted to do! When the holidays were over, I was exhausted… Dad was secretly rubbing his hands together when he spotted me ironing my school uniform to go back to school… And each of the three salons I had worked for had told me… “we will call you!”. After one week of being back at school, three job offers came in from the salons! The hard part now was making the choice of who I wanted to work for. One salon was a very upper class salon in the city. One was a smaller salon in the Adelaide Hills and the other was a chain salon that was very reputable and offered amazing training. I decided that the salon with the amazing training would be the one that I would pursue. But of course, being underage, I had to take my dad to the final interview… Two days later, during Wood Tech class at school, my teacher took a phone call telling me that I had got an apprenticeship… My classmates (all boys as I was the only girl that wanted to do Wood Tech) cheered for me… Mr. Maple, the best teacher ever, actually teared-up. However, I am still not sure whether he was happy for me, or in fact relieved to get rid of the first and only girl he had ever taught! All I know is that the day I finished my school time and walked out of the school, I was told by the Principal (it was a private Catholic college) that I would “never make it”. Looking back and in hindsight, all I can say is… “Well Brother, look at me now”! I took my Apprenticeship very seriously and I loved TAFE. I was like a sponge every day at TAFE, soaking up the knowledge and the insalon training was what I lived for. I had a thirst for knowledge in this amazing industry. Fast forward to me being a qualified hairdresser. My trade has taken me all over the world; I have also never been out of work; and I have been able to have children and continue my work. I am very lucky to have great kids and a supportive partner. Five years ago I started my own business - a small 8 seat salon in the Northern suburbs of Melbourne. I currently employ five accomplished staff, and have a regular clientele. I love my little patch of success, but I still had a fire in my belly to “go forth and conquer”. I wanted to share my skills, my knowledge and my passion with the industry and with future hair stylists. Two years ago, I started working alongside a fabulous team of colleagues at Box Hill Institute’s Faculty of Hair & Beauty, who inspire me every day. The team and I are currently working toward ITEC accreditation for the Certificate III in Barbering, which will qualify graduates to work in 33 countries. Barbering is a buzz industry and I love it because it breaks stereotypes. According to statistics, there is also a shortage of barbers in Melbourne. More women are coming into the industry, and our students are from many different backgrounds. I am constantly amazed at the different learning-styles of my students and adopt a flexible teaching approach to cater to their learning. So, what does the future hold? More teaching, more clients and more haircuts! I am very proud of what my students have achieved and of my award-winning students who never cease to amaze me with their dedication to barbering.
An innovative range of colour additives aimed to solve any colour problems
NEW! STYLING COLLECTION Alcohol Free, Argan and Hemp Seed Oil Therapy for Hair
MARRAKESH HOLD STYLING GEL
Be slick, not stiff. Medium flexible hold with a fantastic polished finish. Hair will never feel sticky, nor will it flake throughout the day.
MARRAKESH BOUNCE VOLUMIZING SPRAY
MAKING COLOUR AND CHEMICAL SERVICES GetEASIER that full lifted look without feeling stiff or flaky. Boosts the root of the hair, giving it a natural looking weightless bounce that is easily managed and will never go flat.
NEW to the POWERTOOLS range 4 Bond Nâ€™ Plex treatments, shampoos and conditioners MARRAKESH CURL PLUS the smoothing range CURL CREAM
Turn frizz into body and get the most out of natural curls. Create fuller looking locks with a flexible hold while easily managing flyaways. Enriched formula provides glossy shine and silky finish.
MARRAKESH X LEAVE-N TREATMENT & DETANGLER
Instantly moisturises and detangles, while repairing and preventing future damage. Provides long lasting frizz and static control with added glossy shine.
For further information or for your local distributor please contact Australian International Industries Distributor of Colour Placement Systems Unit 7c Scoresby Industry Park, 28 Janine Street Scoresby Vic 3179 Phone: 03 9764-2833 | www.aii.net.au | Email: email@example.com follow us on facebook.com/AIIHAIRANDBEAUTY
BLOG SPOT. THE DYSON DEBATE.
With that in mind, firstly, I decided to go to the source and ask Dyson themselves the question, on behalf of the industry, and secondly, I have my own opinion on a few things that have been raised that I would like to voice. OFFICIAL STATEMENT FROM DYSON “Dyson carefully considers all locations where we make our technology available to owners, and this includes offering through salons and stylists. We already sell through a small range of salons in Australia, but we understand the passion for our machines and therefore we are currently trialling to extend this further. We are dedicated to supporting industry professionals with activations such as the L’Oréal Colour Trophy, AHFA, Hair Expo, Hair Biz Forum, Trade Media and our own Education Roadshows due to be held this year in Perth, Melbourne and Sydney.” So, taking Dyson’s official statement into account and speaking as the owner of Hair Biz magazine, numerous industry events, awards and competitions, here is my response and thoughts on the questions that seem to have fuelled this debate. Why can’t hair salons sell the Dyson Supersonic or Airwrap in salons? Some salons are already selling the Dyson products and Dyson are currently conducting strategic trials on how this can be extended. Why should hairstylists use a product in a salon that they cannot then sell, only to provide sales to large retail organisations such as David Jones or Myer? Hair stylists have the right to choose what product they use in their salons, recommend to their clients, make the most money on and have 78
Hair Biz Year 13 Issue 4
There has been much talk recently how and where Dyson, as a brand, can fit into the professional hair industry as we know it. And much discussion, both for and against the issue of Dyson launching into the hair and beauty market with the burning question being based around the ability to sell the product in salons.
the best relationship with. This is a personal and individual choice and when making that choice a lot of things are taken into consideration. Cost of product, RRP, mark up, support, aesthetic, efficiency etc. As and when Dyson becomes available for more salons to sell, the profitability and outlay vs other brands will be something salons will look into and many will no doubt choose to stay with the brands they currently have a relationship with, for good reason. This is a high end, high price brand that will not suit a lot of salons’ demographic, bearing in mind that the Dyson Supersonic RRP is $499 and Dyson Airwrap RRP is $799. The marketing strategy to make a brand available in a more exclusive and restricted way is not a new one to the hair industry. Why do certain industry bodies, awards, events and trade media seemingly support a brand that goes against everything the professional hair industry stands for when it comes to retail recommendations? It is interesting to me that one of the questions raised has been about why myself and other industry bodies would support this brand, when in actual fact I see it as quite the opposite, in that Dyson are supporting us and therefore in turn, supporting the industry at large. I would appear naïve, uninformed and uneducated not to empathise with salon owners and other brand manufacturers, however things are changing, and there is a strategy in place. Some salons are
already selling the brand and more will be invited to do so over time. The marketing and launch from Dyson have been well thought out and let’s not forget the innovation and technology behind this brand is unquestionable. We have in the past reported on both the Supersonic and the Airwrap and have questioned their place in the professional market. We have looked at all aspects from the salon, to personal use, to backstage at Fashion week and more. Everyone wanted to know what it was, how it worked, how much it cost, etc., and as a member of the hair industry trade media, it is our job to report on this. It is also my belief that alongside many other brands, paying for advertisements in trade media, sponsoring events, awards, competitions and education roadshows is positive and indeed necessary for the industry. In summary, coming from the passionate industry that we all do, some can often speak first without gathering all of the information required to make informed and well thought out decisions and statements. One thing for sure is that we are all talking about Dyson, which is a marketer’s dream come true! We have always gone beyond the call of duty when it comes to the support we give to all brands that support us and remain true to professional integrity. Anything that highlights good hair health in my book is a positive thing and innovation, discussion and positive debate never hurt anyone.
A LOWLY SHEPHERD So here I am, contemplating the aftermath of Hair Expo. What a weekend! I spent most of Expo bumping into people I really like. Hairdressers are awesome and I generally love everybody I come in contact with. But to be honest, I did bump into some people I didn’t like, or just wanted to ignore … A bit shit I guess, but true….So it got me thinking… Whatever industry, family, club or circle you are in, I think there are plenty of great people who want to see you do well, but then there are also those happy to see you fall or fail. Not to stop there, and just to throw a spanner in the works, there are then those who seem to want you to do well, but they have an ulterior motive on how can they can make money from you, use your influence, use your knowledge, glide on your coat tails and basically abuse the relationship or friendship. So here are my thoughts, and to be fair these can be used in many situations. For our industry, I think work is often a competitive field, and when you work in it long enough, you are bound to run into a few wolves in sheep’s clothing. I think it’s a powerful analogy and I’m doing my best not to bring religion into this. The idea that there is a shepherd who watches over his flock, he/she or whatever you identify as, there is a job and indeed a responsibility to protect the flock from harm. The shepherd’s job is to chase away any predator that makes its way into the flock. But the clever wolf is cunning and can sneak in, even under the nose of the most vigilant shepherd. But the analogy isn’t just a story, or a colourful description. I think it’s a warning to be careful of the wolf. They may seem innocent, but they can often have an agenda that is not in your best interest. They will use different tactics to camouflage their real intentions. The person who is kind yet undercuts you at any option, when
you are not around. That’s the wolf. The ‘mate’ that picks your brain for ideas and then passes them off as their own for their own gain. That’s the wolf. The fan or follower who wants to know all your tips and tricks in business only to then use them against you. That’s the wolf. The wolf is always looking out for themselves only, its where the saying, ‘the lone wolf’, comes from! And when it’s at the expense of everyone around them, then that’s just not right. And then, just to add another idea to think about, what if the shepherd, whose job it is to look after the flock, is the wolf?! Sometimes, for these people ego can be mistaken for support. Often the sense of their own importance is inflated. Think Donald Trump tactics, deflecting from their own agendas to put focus on others for their own personal gain. So, my handle is StevieEnglish on instagram I’m Steve Corthine on FB Reach out to me. I will offer my help, advice, opinion good or bad and you can take it or leave it but my musing for this month is to be wary of the wolf. I still believe in the dream and my utopia would be to see all hairdressers, service providers, media, companies, Uncle Tom Cobbley and all, united and sharing. Enjoying each other. Growing together and supporting each other …but also respecting each other, allowing everyone to be financially viable and successful without ego, agenda or motive and to ultimately only have a positive influence on every aspect of each other. Big love, Stevie
SOMETIMES YOU WIN & SOMETIMES YOU GROW I think of all the times in my life that I have grown; it’s never when it’s been easy, it’s never when something was just given to me, it is when I have had to go through pain, either by losing something, or not getting the desired end result I had first hoped I would achieve. Training to be a hairdresser, I definitely think I was one of those employees who thinks that they know everything. You know the type; mouthy, talks a lot, doesn’t follow the golden hairdressing rule of two ears, one mouth. Where any feedback was given to me, my response, which probably was accompanied with an eyeroll, would have been, ‘I KNOW…’ I jumped around as an employee, changing salons almost every year until I found my feet as a salon owner at the ripe old age of 21. I had always worked in large salons, except for one salon team of 5, which I chose because they didn’t trade on a Saturday. I mean, being 19 and having to work on a Saturday back then which was 9am ‘til 12pm, was such a hard gig but that had great appeal to me. Prior to my cushy Monday to Friday job, I had worked in a super cool salon called Headliners, and it was a VIBING place. They used to play music like I had never heard before. I grew up listening to John Farnham and whatever was on Countdown and this cool salon was playing Black Box, ‘Ride On Time’. Night club music! I was hooked. This place had all cool hairdressers, and I think my passion for a much faster pace and for all the finer things life offered, formed here. The eclectic staff consisted of gays, beauty queens, night club door bitches and girlfriends of the local sports stars. It was an ego-driven roller coaster ride each day, and gee it was fun. After the cushy non-Saturday job, I went to a more upmarket salon, Vanity Fair. It had been established for longer than 40 years way back when, where every staff member needed to be addressed by ‘Miss’ in front of their name and I became ‘Miss 80
Hair Biz Year 13 Issue 4
Kirstie’. The salon was made out of terrazzo……. no, you must say that slower…... teraaaaaaaazo and I became head colourist very quickly. I learnt about Vidal Sassoon, London high street, and New York Fashion week. I learnt about structure and discipline and how to turn myself ‘on’ for the show, for the client. I learnt the art of service and serving it up hot every time for every guest. I did so many weekly blow waves and sets on repetition, and 25 years later, I can comb-up any set! I am so lucky to have had 3 unique and very different salons to work in. I have had some amazing mentors guide me, not always my employers, some just expert stylists, and they have shown me their special tricks on how s do things ‘just so’. I’m most grateful now to the ones who, when I said’ ‘I knew’, slapped me down and said, ‘No you don’t!’ I am grateful for all of the learning experiences, the epic failures, the hard lessons, or when I thought something was unfair or unjust. As salon owners, managers, or leaders, I want you to be able to speak up and kick butt when needed. We cannot create an outstanding teams and have a great team culture, if we accept bad behaviour, or substandard service or even a bad personal image. You have to be the one who holds the limbo stick on who or what gets through and who or what doesn’t. You need to be able to have the hard but necessary conversations. We can’t just celebrate the wins; we have to hold people accountable. So, whilst we all love staff to stay a while, remember the journey they are on, not the start or the finish. You may just fire someone or cancel a service you are not happy with and it could turn out be the best thing that happens in their life. Sometimes you win and sometimes you grow. www.facebook.com/kirstiesaunders www.facebook.com/woohoosalon www.intsagram.com/woohoosalon
Hear me out.
I kid you not, as I’m writing this, an article has just gone viral across the news channels on my Facebook feed – “You could be ingesting a teaspoon of microplastic every week, study finds” said ABC News. They’re equating that teaspoon’s worth to a credit card… imagine chowing down on your AMEX every week! It’s now plainly clear that our planet is choking on a plastic overdose and it seems we all could be, too. Not surprisingly, this once-revolutionary material now has a pretty terrible reputation. So how bad is it? Well, we have an amazing partnership with Moda Sparkling and we recently had them pop up on our stand at Hair Expo to help us promote ‘changing habits’. Not only do these guys provide a lush alternative to bottled water (sparkling water on tap? Cheers to that!) but they gave us some huge stats on what’s actually going on in that market. 20,000 plastic single-use bottles are being produced globally every second… EVERY SECOND! Yet only half of them are recycled. That means 10,000 plastic bottles are being tossed into our environment (either into landfill or littering our waterways) every second of every day. And each one takes roughly 450 years to degrade. This is only one example. There’s food packaging, plastic bags, straws, micro-plastics in cosmetics… hell, did you know there’s even plastic in tea bags? We’ve surrounded ourselves. According to that study on the ABC News website (a collation of findings from 50 international research papers), since 2000 the world has produced as much plastic as all the preceding years combined, and a third of it has now leaked into nature. It also said 104 million metric tonnes of plastic could be released into the environment by 2030 if we don’t act now. These are some pretty heavy discussion points. But, I’m not the kind of guy who likes to dwell on the doom and gloom, so let me shift to the cool part of my soapbox… plastic isn’t to blame here! It’s actually an incredible invention. The word plastic has its roots in the Greek word ‘plastikos’, which translates to “capable of being molded or shaped”. Englishman Alexander Parkes created Parkesine, the first man-made plastic in 1856, with the world’s first fully synthetic plastic (bakelite) invented in New York in 1907 by Leo Baekeland – this guy also coined the term ‘plastics’. This material has opened up a world of positive 82
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opportunities for modern society. The automotive industry has started replacing metal with plastic because it’s drastically improving fuel efficiency by making the vehicle lighter. Plus, it creates new design options and improves safety to boot!
PLASTIC ISN’T THE PROBLEM
BLOG SPOT. The construction industry is starting to cotton on, too. Plastic home insulation is solving heat loss issues and it’s lightweight, rigid, cheap and efficient to produce – it takes 16% less energy and produces 9% less greenhouse gas emissions than other insulation materials. And it’s economical for the same reason it’s damaging in landfill – it’s not going anywhere anytime soon! Plastic can also save lives. Here’s a lightbulb moment for you: Lego is made from the same type of plastic used to make hard hats. If you start stacking Lego bricks on top of one another, you could make a tower 3.5km high before the bricks at the bottom give out. That explains so much… about hard hats AND those painful middle-of-thenight Lego incidents many parents survive (just). And we haven’t even started on the medical industry yet. I’d probably need an entire issue of Hair Biz to cover this properly but let me just say that plastic has made medical procedures simpler, faster, increasingly long-lasting, more widely available (thanks to cost and transportability) and has drastically reduced the risk of infection. Plastic, when used in the right way, can arguably improve humanity. But humanity is inarguably ruining plastic. The way I see it, we’re dropping the ball in three ways:
Recycling is STILL not the norm And then we have landfill. Only 14% of plastic is recycled globally, with infrastructure and cost really the main issue here. Better separation, collection, processing and recycling systems are needed throughout all industries and residential locally to really tackle this head on. It’s the reason Sustainable Salons came to life – we saw a way to offer an easy, seamless and cost-effective option and now we can process and recycle up to 95% of waste from a salon.
We’re addicted to convenience Instead of items designed to use and use again, we became mesmerised by items that we could use once and throw away because we discovered we didn’t have to carry stuff around or wash things up anymore. We were so attracted to this new way of life, we convinced ourselves it was cheap enough to justify (even though bottled water is officially more expensive than fuel per litre. What the hell?). Thankfully, the tides are changing on this with more governments and industry stepping up to reverse it.
We work with insanely clever people who are proving that recycling plastic can have awesome results! Our friends at Plastic Forests take our discarded salon plastics and weave them into super strong underground cable covers and landscaping supplies, while Replas molds them into park benches and picnic tables. And… drumroll please… we have a mind-blowingly excellent project coming up in a couple of months involving our shampoo bottles and a limited-edition fashion accessory. I can’t wait! it’s all about showing off the potential of closed loop thinking.
There are tossers out there! Yes, the fact that it’s being mass-produced is the root of the problem, but there are straight-up tossers out there who are still carelessly chucking stuff anywhere but the bins provided. I actually cannot believe it’s still happening. Needless to say, this is devastating our flora and fauna.
Plastic is fantastic… and it’s time we rethink its purpose and recycle its reputation. Keen to join the Sustainable Salons movement? Register your salon details at www. sustainablesalons.org!
GAME OF COMBS Who sets the tone in your salon? Who is in charge and who is the leader? These questions may seem simple and at a glance, easy to answer, but you may be surprised to see how many salon owners’ initial answers may be different to the actual reality if you ever visited their business. For some salons, it is like an ongoing episode of Game of Thrones (oohh I loved that show), where there is a constant struggle for power. Recently one of my daughters (I have 5 of them, that’s why I have no hair) asked if I would take her to a new salon that had opened. As I just love sitting around, bored out of my brain watching hair being washed and cut, I jumped at the chance. It turned out that this new salon was opened by a disgruntled ex-staff member of a fairly popular salon in our area (more on that later). As we were waiting for my daughter’s stylist to turn up to work (apparently, she is “always late”), it started to become very clear that there was an internal issue going on within this particular salon. Whilst there was an owner, it didn’t seem that anyone was actually in charge. No one was
setting the tone of that salon. From an outsider’s perspective, it seemed that everyone was working towards proving their dominance within that business and not working together as a team. It looked like a gothic power struggle and it was brutal. As I sat there for a few hours, all I could see was the discomfort on the faces of all of the clients that came and went. Not once did it seem that any of the staff thought about how their customers would feel, stuck in the middle of a constant power struggle. I was out one day, and I ran into that salon owner’s previous employer. I explained to her what I had experienced, and she told me of the drama that person caused every day when she was working for her and that she never worked as a team player. Now it all made sense: the “tone” that was created within the new salon we went to, was one of “I’m just going to look after myself”. Your customers will pick up on bad vibes and bad teamwork really quickly. Leadership is a learnt skill that needs constant attention. If you want
your staff to do better, then lead them in that direction. Don’t assume they will just get better all by themselves. At the time of writing this article, I notice that the new salon is now up for sale. Business longevity requires deliberate and thought-out actions. You set the tone and you lead your team. You can’t be a leader if no one is following you! Justin Herald is the Managing Director of Customer Culture, and creator of the Customers First online customer service training program. He is the Author of 8 International Best-selling books and speaks at over 80 conferences each year. www.CustomerCulture.com
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ARE YOU A BOSS OR A LEADER?
By Simon Murray, Frog Coaching
I am a very lucky man. Four times now I have become a father; but every day since, I have to choose to be a Dad. It would be so much easier to simply remain in ‘Father mode’ but while choosing to be a Dad each day is more challenging, it is also so much more rewarding, for my girls, for my wife and of course, for myself. To be a Dad is to choose to be interested in my daughters’ day to day lives, no matter what age they are at. It is to be involved in their lives, to stay close to them and to know how they are feeling about what they are experiencing. It is to actively create opportunities for their growth, helping them find their skills, passions and indeed, their uniqueness. It is as much about looking for opportunities to make loving memories that will carry through their lives. As a Dad, I don’t just care about today, I care about their futures. I need to care enough to 84
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want to challenge them when their actions could lead to negative consequences so that I can help shape them into quality adulthood. My aim is not necessarily to make sure they are always happy, but rather to teach them resilience to cope, no matter what life throws at them. I have to care to choose to be their Dad. Anyone can be a Father, it takes something special to be a Dad. In exactly the same way, by default we become a boss when we own a business that has staff. End of story. Anyone can be a boss, but it takes
someone special to be a leader. Let’s take a look at some of the differences between a boss and a leader. A boss has just one objective - get the job done. A boss cares about the completion of tasks. A boss has budgets and targets that need to be met. A boss sees the humanity of their staff as an interruption to productivity. A boss sees everyone as working for them. We have all, no doubt, worked for a ‘boss’. Personally, I started my working life as an apprentice mechanic and enjoyed getting my hands dirty. I worked for a boss. I knew that
because he cared nothing about who I was and what I was about. He invested zero time in me or my knowledge and skill growth but expected me to miraculously know everything about cars, mechanics and kingpins and when I didn’t, he sure would let me know how useless I was. He would give me tasks and when I inadvertently got it wrong, he would pull those tasks off me, making me feel 3ft tall. The best week I ever had as an apprentice mechanic was the week he went away. Dear old Colin Patterson, who worked on the forecourt of our service station filled in for him and for one week of my apprenticeship, I worked for a leader. Colin would get down on his hands and knees on the cold workshop floor with a chalk in his hand and draw out diagrams for me, providing me with explanations about how things worked, teaching me, building into me. No doubt I was ‘let go’ because I was a useless mechanic! Sound familiar? “The Boss gets the title; the Leader gets the people” Simon Sinek Did I ever work FOR my boss? Of course not. Could I have worked FOR Colin Patterson? Absolutely yes, because there was a fair trade for my time and my efforts. He gave, I gave, he believed in me and was prepared to invest in me. I felt valued. Instead of telling me what to do, he asked me what I thought and then asked me to justify why I thought that. He then lead me to find the right answers. He coached me. Be a good coach. The value of your employee goes far beyond the immediate task performance. If, as leaders, we take the time to coach our staff members to think for themselves, the need for micro-managing reduces very quickly. The moment a leader stops micro-managing their staff, the more trusted the team feels, the more trustworthy they will become. It can feel slow and laborious because they will make mistakes and even give the sense that they don’t care. Don’t give up on them and they hopefully won’t give up on themselves. Absolutely no one likes to be micro-managed. We say it many times but it is true, we learn more from our mistakes than we do from our successes, so for goodness sake, let your staff make mistakes and then carefully coach them through on their learnings, setting them up for future success. This is perhaps the biggest investment you can make, not only into the future of your salon business, but also into people. A good leader is a good communicator, even if they are not. If they are not naturally a strong communicator,
then they will find creative ways to ensure the message gets through to the right people in the right way at the right time because they value communication. They value their team. A good leader schedules meetings well in advance. They plan their meetings well. They might utilize tools such as social media team pages or a team communication log book, but however they communicate, they make sure their message has been understood. We can make ourselves feel bigger than we really are when we tell people that we ‘told them’ and then accuse them of just not listening. Leaders must take responsibility if their staff are looking clueless or say they didn’t get the message. The biggest problem with communication is the illusion that it has taken place. It often doesn’t happen because of a lack of effort from both the transmitting and receiving parties. Invest in communication and care enough to listen, it is the backbone to a successful, motivated team because it shows them respect. The best leaders care about their people’s career/development as if it were their own. People crave feedback. And we owe it to them to provide positive, ongoing feedback, encouragement and direction. Plan for it and schedule it. People don’t work to achieve a 20 percent increase on KPI’s or any other numerical goal.
They work to bring meaning into their lives, and meaning comes from personal growth and development. Would we set our children up to fail in life? Would we let our apprentices leave the industry because they feel unimportant and useless? Would we push a senior stylist down, making them feel irrelevant just to make ourselves feel more important? Not purposely anyway, but leadership is hard. Doing the right thing doesn’t always come naturally. Our staff don’t always need to see a 10/10 perfect leader, they just need to know that we care enough about them to want to grow and improve as a leader, just like my girls don’t always need to see the perfect 10/10 Dad, but I am trying. As leaders, we have an opportunity to shape people, so the responsibility is ours to do that well. When we do, our names get mentioned years later in articles about excellent leadership. When we don’t, we are forgotten. Don’t be the boss who gets forgotten. Be a leader who is fondly remembered for shaping our next generation and the future of our great Industry If becoming a better leader is something you know you need to focus on, the team at Frog Coaching are specialists in making leaders great. We are also specialists in making leadership simple and fun. Contact us t oday to find out how we do it, on: simon@ frogcoaching.com Hair Biz Year 13 Issue 4
WHAT DO YOU MEAN SOCIAL MEDIA ISN’T THE ONLY FORM OF MARKETING, IT’S MY ENTIRE MARKETING STRATEGY! By Sarah Garner, Digital Bloom Agency
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There seems to be a common misconception not just amongst the hair, beauty and fashion industries, but amongst a great deal of small business owners when it comes to marketing. So many of our clients when they first start working with us will often say “I posted my latest offer on Instagram and it didn’t do well, marketing doesn’t work for my business...” or they say “I boosted our last post of Facebook and the only packages we sold in our last promotion, were to our team members friends…” Here’s the thing (and something we are quite passionate about here at Digital Bloom), A MARKETING CAMPAIGN ISN’T ONE POST ON SOCIAL MEDIA OR TWO OR THREE! I mean don’t get me wrong, social media is extremely powerful - look at Kylie Jenner for instance, she skyrocketed to over one hundred million insta fans in under three years but let me ask you this, did you know her brand also promoted on Facebook, Pinterest, cross promotion through other brands, in magazines, billboards, flyers, affiliate programs and the list goes on…? Truth of the matter is, you really need to put the work in to get the results you want out of it. This approach of posting it on social media and hoping for the best is like having the gravy without the roasted meat, potatoes, carrots, and everything else (sorry to our vegan and vego friends...) it’s not the whole shebang! The big picture of our clients marketing campaigns cover off on three key areas and I’m about to share some insight on how you can totally slay your next campaign!
1. PRINT MEDIA IS NOT DEAD
Thinking about your ideal audience, what kinds of print marketing do you have, or could you create? I mean if you had a local salon or spa or fashion boutique in a regional area chances are you have a better chance at a letterbox drop campaign. If you’re in the heart of a bustling CBD, a letterbox drop over a billboard installation probably isn’t a good idea. We encourage you to have at least one piece of printed marketing every single time you run a campaign and here’s the catch.., you don’t need a hundred different design pieces to distribute (although that would be amazing), just have one piece commissioned and print it in all different sizes. You might have a poster in the window, mirror talkers, DL flyers to give to clients or hand out around the area, or even put them in the cafe across the road, you might have a reception counter sign, an a frame sign etc.
2. DIGITAL MARKETING GOES BEYOND SOCIAL MEDIA... (HUH, NO SHE DIDN’T...YES SHE DID!)
Let’s think about the power of media for a second, then I want you to think about the power of technology and the internet, in what other ways can you speak to your
ideal clients if I were to wipe Facebook and Instagram out of your life? Nada, zilch, gone - social media is not a thing... how would you use the web to do it? Remember that thing that was created called email? Are your scared of spamming your audience? Think again! Just because you send one or two emails per month isn’t necessarily spam if it’s full of tips, tricks and education is it? “What about if my audience isn’t really an email type crowd?” No sweat! Everyone has a mobile phone these days, send a bulk text message - again not spammy if you only send 1-2 texts per month and those text messages have actual value and intentional purpose behind them.
3. SOCIAL MEDIA IS THE ICING ON THE CAKE.
If you haven’t noticed by now, we are really into big picture thinking and we like to look at the entire pizza before dissecting it into slices (is it obvious I love my food?). Social media is like the cheese that gets melted on top of that pizza - without it the pizza is a little dull. You do need social media but it’s important to utilise it as a platform to educate. Educate your audience on your brand, your values and mission, the services and products you offer etc. The key is to educate them without sounding salesy, rather educate them as if you are speaking from their heart. Utilise the ads manager and stop boosting those Facebook posts, actually head on over to business manager for your page and create a proper Facebook ad- you will thank yourself for it, believe me. But more on that a little later (it’s so great, it deserves its own separate blog post). Now these ideas aren’t going to suit every type of audience, it’s up to you to really get crystal clear on your ideal audience and identify which platforms they are on. There’s no point in marketing on Pinterest if you target demographic don’t hang out there. The aim of the game is to spread your message and cover off all touch points to ensure that you audience can see and hear your campaign. Sarah Garner is the Founder and Creative Director at Digital Bloom, a branding and marketing agency dedicated to making your brand turn heads for all the right reasons - through on-point and on-trend digital solutions. Contact Sarah at firstname.lastname@example.org. au or on 0425 795 636.
WHEN YOU’VE GOT TO LET GO!
(OR ‘ BREAKING UP IS HARD TO DO’) By Kym Krey
As a Salon Owner, it’s often our greatest fear- losing staff members. In this era when there are often more jobs available than there are qualified staff to fill them, we’re often so terrified to lose staff that we put up with all manner of poor behaviour and underperformance. We tell ourselves things like: “But what can I do? I need staff! I can’t sack her, or I’ll have nobody (or at least I’ll be very short staffed and lose thousands of dollars a week!” Now, let me present the flipside of that argument. The staff you have right now, have gotten you to where you are at this point. If where you are right now is not where you want to be, you need to be open to the possibility that things may need to change and evolve along your journey to success. If nothing changes…..nothing changes! Let’s look at the people on your bus. Some may be full of enthusiasm and excitement for your vision for the business. They are completely on board with where you want to go and what you want to create and are excited to be part of the team who brings it to life. They dream of being your next superstar, achieving goals, maybe winning awards and they eagerly seek your guidance to get there. These are your ‘Standout Superstars’ and when you find yourself blessed with these, say a little word of thanks and give them everything you’ve got. Maybe just a few times in your career, you’re given a gift in a true gem like this. Be grateful and be a worthy mentor. There will be others on your bus who never saw themselves being part of anything really special or outstanding. They were just looking for a good job in a nice place and are happy to have found you. They see themselves as willing and competent but not necessarily anyone special or any kind of superstar. But you see potential, maybe even long before they see it in themselves. With the right guidance, encouragement and focused development, these guys could be ‘Surprise Superstars’ – an unintended champion grown out of a combination of your leadership and coaching skills and their willingness to be coached. And no doubt, you’ll also find yourself with a few seats on your ‘business bus’ taken up by staff who have no intention of putting in anything more than bare minimum. They’re serial underperformers with a poor attitude, frustrating behaviours that destroy your culture and team morale and usually no sense of accountability for their performance or 88
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behaviour. These people are taking up space that could otherwise be filled with one of the potential superstars described above. Mentally, they checked out long ago, and are showing up just to collect an easy pay check… at your expense. I’ve seen so many salon owners struggle to let go of their ‘seat fillers’. We tell ourselves, ‘There’s nothing I can do. I need staff!’ or ‘She’s got a big clientele; I can’t afford to lose her’ or ‘If I move her on, I’ll NEVER get a day off!’ And so we battle on, twisting ourselves into a pretzel to try and get this person to give us even a crumb of effort. We pay their salary and entitlements week after week in return for a fraction of their target reached and in doing that, often go without paying ourselves. We invest time and money in training them, hoping that this session will be the one that finally motivates them and they give us a few days of improved results… and go straight back to that comfort zone of underperformance they’ve been playing in for years. You feel powerless. You go home, complaining to your poor partner and family about how much you do for them and how little they give in return. And still you do nothing. The situation plays out over and over, day after day, month after month as your stress levels rise and your bank balance drains. So, what’s the answer? Rather than giving you my strategy for taking back your power and managing your problematic staff member, we’re going to hear from someone who has recently dealt with this problem, faced up to the challenge, stayed true to their vision and vacated that seat on her bus…. twice… and not only lived to tell the tale but is now trading 48% up on last year’s results and revelling in that positive, energized culture she’d dreamed of for years. Meet Dana Kovacic, owner of Beautify Hair Design in Brisbane’s beautiful bayside and leader of what is now one of the most positive cultures I’ve ever seen in a salon environment.
DANA, TELL US A LITTLE ABOUT YOUR SITUATION AND WHY IT WAS BECOMING A PROBLEM. I had a good team who all got along well together but I could never seem to financially get ahead. We worked hard, we delivered great customer service, but we just never made enough money to thrive. We were always in ‘survival mode’.
SO, WHAT STEPS DID YOU TAKE TO TURN THAT AROUND? In January 2019, I revised my business goals and re-set clearly defined targets, expectations and standards for the team.
I’ve always wanted to have a successful business, but never clearly defined what that looks like until now. With clear goals, I realised that there was a huge gap between where I was and where I want to be, so I created all new systems to ensure that each team member could be successful. These included: 1. We reviewed and raised our salon prices 2. We mapped out our client journey which we now live and breathe 3. We set out 5 main KPIs to measure outstanding customer service 4. We do continual training on this every morning, night, week, month and quarter.
AND WHAT RESULTS DID YOU SEE?
After putting everything I had into training and coaching, I realised that it didn’t matter how much effort I put into my team, I still wasn’t getting the results I needed. I felt stuck and frustrated. No matter what I did, I couldn’t find momentum.
LOOKING BACK, WHAT HAVE YOU LEARNED FROM THIS?
DK. I got stuck in the ‘training trap’. Whenever a staff member didn’t hit their goals, I would see it as a sign that I needed to train them more. After training, their results would peak for a week or so and then come straight back down. I would do everything I could to motivate, keep energy up, refocus my team, do extra one-on-one sessions, but the results never lasted.
AND THEN SOMETHING BECAME VERY CLEAR?
I came to the realisation if someone can achieve a result once, they know how to do it. It’s them who makes the choice to continue to achieve the results or choose to not to. That made me realise that it’s not a training problem at all, it’s actually a behavioural problem. Attitude is everything. I had an epiphany that was revolutionary! I need team members who have a high level of responsibility, maturity, enthusiasm and energy. I love helping people to grow to be the best they can, but my downfall was that I often saw people at their potential, not for who they were showing me they were. As Oprah Winfrey said “When people show you who they are, believe them!”
WHAT DO YOU THINK MADE YOU HESITATE TO DEAL WITH THE PROBLEM EARLIER?
I thought it was me not doing enough to help my team but honestly, I also didn’t know how to have the conversations I needed to have. Being very clear on my goals, standards and values has helped enormously, and keeping everyone accountable to these is very important. To grow, I needed people on my bus who want to learn and grow, who share my values and who want to be part of something special. I need people who really want to make a difference in their clients’ lives and not just rock up to work, do a job and go home.
YOU HAD QUITE A NOTICEABLE CHANGE OF MINDSET AT THAT POINT, TELL US ABOUT THAT.
I was no longer willing to put in so much effort and not get the results I needed. It was either consistent improvement or time for a change. I set the expectations and then, with my full support, it was up to them to decide which way it was going to go, and that was either up or out.
TELL US HOW BOTH OF YOUR SITUATIONS RESOLVED.
One of my seniors had been talking about changing careers for over 6 months. We’d had a few honest and open conversations about it and I was completely supportive and told her I was happy to help her explore different options as long as she
remained 100% committed to her job while she figured it out. In return, she gave away free services to a family member without permission and forged a team member’s signature on our End of Day Checklist to sign off tasks that hadn’t been completed so she could leave. I walked in to hair all over the salon floor the next morning and a fully signed off checklist (that was forged!). The lack of respect and dishonesty was a huge slap in the face, and I realised that my kindness was being taken for weakness. I invited her to a meeting to discuss these issues, but she handed in her keys 10 minutes before the start of her shift with no notice. This was an easy goodbye as I don’t want someone on my team or in my life who shows that much disrespect. The second team member had been with me for nearly 2 years and had always been very respectful and trustworthy. We got along so well, but she was an underperformer and was costing the salon thousands of dollars. I liked her but she was sending me broke! I sat down with her and had a heart-to-heart conversation, we realised that she’d given it her best and that I’d given it my best and that it’s time to respectfully part ways on good terms.
THAT MUST HAVE BEEN A VERY DIFFICULT CONVERSATION? DK. Oh, yes, this was my hardest goodbye by far, but also a great realisation: ‘You can’t expect a fish to climb a tree!’ Some people, no matter how great a person they are, are just not right to grow your business. Plus, I feel it’s given this team member a fresh opportunity to grow in her own way outside of my salon.
AND BECAUSE THAT CONVERSATION WAS SO HONEST AND RESPECTFUL, YOU HAD A WONDERFUL OUTCOME. TELL US WHAT HAPPENED.
There was no anger or bitterness. She gave me nearly 3 weeks’ notice and I had complete trust in her to do the right thing. She has kept her word and put in 100% effort right to her very last day, which just confirmed the respect I have for her. Because of how well she conducted herself, I gave her the opportunity to say goodbye to all of her personal clients, wrote her a great reference and we even threw a going away party!
STAFF CHANGES CAN OFTEN BE DISRUPTIVE TO A TEAM. HOW HAVE OTHER STAFF RESPONDED?
Honestly, I’ve since welcomed two new (fabulous!) staff members, and with a great induction, they slotted right in and have hit target every week since. The energy is high, clients are commenting on our ‘great vibes’, all staff have lifted their game and there is a great sense of achievement and excitement. And, we’re now trading 48% up on last year!
HOW HAS THIS CHANGED YOU AS A MANAGER?
I feel confident of who I am, what I stand for and where I’m heading. I love being a manager now! I feel like I’m getting somewhere, and I actually want to spend more time managing now! I now have a team who look after my clients as well as I do, so I finally feel comfortable cutting down my hours on the floor
WHAT ADVICE WOULD YOU GIVE TO OTHER SALONS OWNERS WHO ARE STRUGGLING WITH UNDERPERFORMING STAFF?
Some people are just not meant to be on your team and that’s ok. Each team member will show you how much they value their position with you in a thousand different ways. Look at how much your employees are costing you by their underperformance and be encouraging but don’t wait to have the hard conversations We all need the right people on our teams who share our values to make our business a success and then they need a continual coaching routine. It’s our job as managers to keep our team focused each and every day (just like a footy coach would coach the team before a big game!) And finally, don’t be scared to say goodbye. This is your livelihood, your reputation. Your name is on the line. Some people want to help you and put everything they have into growing themselves and your business .. and some people don’t. When we’re getting the same disappointing results over and over again, it’s now no longer about the staff member at all. It’s about us and the decision we need to make. Draw a line in the sand. At the end of the day, we get what we accept.
Hair Biz Year 13 Issue 4
INNOVATIVE SALON MARKETING IDEAS TO BUILD YOUR BUSINESS By Geoffrey Herberg
I’m often asked by salon owners how to attract more clients to their business, so in this edition, I thought I’d share some tips and tricks. Some of these may already be familiar to you but perhaps it’s time to reignite them in your business. Treated atmosphere is a must to attract and keep clients. Background music, lighting and colour scheme all contribute to this. Having an appealing aroma is often overlooked in salons; Te inviting atmosphere is a must to attract and keep clients. Background music, lighting and colour scheme all contribute to this. Having an appealing aroma is often overlooked in salons;
SELFIE STATION INSIDE YOUR HAIR SALON
OFFER ONLINE BOOKING
CREATE A PROMOTION AROUND UNIQUE “HAIR” RELEVANT HOLIDAYS
Managing calls and emails from clients wanting to book appointments can be complicated and take up much of your time. Believe it or not, a large percentage of salons do not offer this service. Something to think about, perhaps?
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We all seem to have our own social media area, but is it selfie friendly? Offer a selfie station. Everybody is all about social media and great hair, so be sure that your company logo is displayed and perhaps your own # hash tag. This can be free advertising, particularly to your clients’ own audience, friends and family.
Think of promotions based upon each season or upcoming holiday. Don’t be afraid to create full-priced promotions to bring awareness to exciting services that go well beyond your
regular haircut, hairstyle, and hair colour services.
GIFT CARD PURCHASES
My #1 salon marketing tip is to offer valueadded services or $ value added when gift vouchers are purchased. Ask who the gift is for, present the gift card beautifully, so that it looks like the value of the voucher, such as in a beautiful gift box or quality wrapping.
SPONSOR A LOCAL FASHION SHOW OR PARTICIPATE IN COMMUNITY EVENTS
You can do this by providing gift certificates, gift baskets, doing the hair for the show or volunteer your time helping out. I would always
recommend that branding for your business be on all promo material as well as perhaps banners at the event. Another example could be school-based events, local theatre projects or as part of fundraising events e.g. ‘shave for a cure’ or ‘love your sister’ - raising funds for research etc. People like to do business with people they know, like and trust so start making friends!
MAKE SURE YOUR SALON IS LISTED ON REVIEW SITES When a potential guest is looking for salon, many of them will search online. that you have claimed your business a variety of platforms to be as visible possibly can.
a new Ensure across as you
USE FACEBOOK ADS TO PROMOTE A UNIQUE OFFER
Use Facebook Ads to promote a service with a unique offer. The beauty of Facebook Ads is that they can be targeted geographically and demographically to your ideal audience, so you’re only paying for the right people to see your ads. The spinoff strategies are almost endless.
USE CONTENT TO GIVE VALUE ONLINE
Create unique and informative content and upload to your website and all social media platforms. Answer some of the most asked questions or give some great tips for home hairstyling. Even testimonials are also great to use
Targeted email campaigns are a great way to keep in contact with clients between salon visits, build relationships, educate and inform, reduce no-shows, promote offers and packages and increase client retention. You must, however, ensure that your clients has agreed to receiving emails and re assure them you will not share their details with any other parties.
REWARD CUSTOMERS WHO GIVE REFERRALS
Why not give your customers a little bonus for doing your advertising for free and sending new clients your way? I recommend at least a personalized email or postcard with a nice note and maybe even a thank you gift voucher.
YOUR OWN MOBILE APP FOR BOOKING SERVICES While mobile apps were once something only accessible to big businesses with even bigger marketing budgets, it’s now possible for small businesses. Apps are a quick and easy way for clients to check your opening hours, make their appointments online or find your number quickly to avoid having to search online.
HIRE AFFORDABLE MARKETING EXPERTS
Sometimes, we’re just too busy running our salon and making sure clients are happy to spend time actively marketing, which means we’ll pay the price in quiet times and uneven
cashflow. Many salons do not have a website; however I strongly recommend that you do
The mistake that many small businesses make is to promote what they do, without telling people why their services are different or how they provide more value than others. What’s special about you compared to other salons your client could choose to visit?
IMPLEMENT AN INFLUENCER MARKETING CAMPAIGN
Reach out to local Instagram influencers and offer a complimentary treatment in exchange for a post or even a live story to get some great exposure on social media
INVITE CLIENTS TO WRITE ONLINE REVIEWS
Businesses with more online reviews rank higher in Google searches so this is something not to be ignored. These days we all check online reviews before booking or purchasing something and your potential clients are doing exactly the same. Leaving a Google review requires your customer to have an active Gmail account.
PARTNER WITH LOCAL BUSINESSES
Partner with local tourist destinations, clothing retailers, or beauty shops nearby. Then, you can cross-promote each other’s businesses while customers are shopping in their stores.
HAVE A LOCAL PUBLICATION FEATURE YOUR SALON
A local print magazine can be a great place to showcase your salon and many publications are looking for great local businesses to highlight. A feature article may detail how you began in the business, your expertise, past employment before striking out as an entrepreneur, and what you offer that no one else does. You can even include testimonials from your clients
CONTRIBUTE TO SALON BLOGS/ SEND MEDIA RELEASES TO LOCAL MEDIA Write guest articles on popular salon blogs and create media releases. Should they accept your content piece, you’ll enjoy free publicity for your salon. Until next time, Geoffrey Herberg follow me on facebook or instagram Geoffrey Herberg Education Hair Biz Year 13 Issue 4
MESSENGER MARKETING: THE TOOL YOU NEED TO BE USING IN 2019 By Kristy Smith
Messenger marketing is becoming more and more powerful in this industry when executed strategically and effectively, through the use of messenger BOTs. Nowadays it is common to hear about BOTs, however not many people are familiar with the true powers of these digital minions. In its most basic form, a BOT can be defined as something that automates a process or task. BOTs are more common than you think in our everyday lives. You’re likely already dealing with virtual assistants such as Apple’s Siri, Amazon’s Alexa or Google’s home assistant, and these can all be considered BOTs.
Here are just some of the reasons why you need Messenger BOTs in your business and how to implement them to get results. • Problems and Questions don’t work 9-5 – Customers’ questions and problems can arise at any given time and ideally your business should be able to provide solutions and answers sooner rather than later. With 46% of people wanting businesses to answer their questions 24/7, BOTs can be of great value helping you to do just that. • More Bots = More Free Time – Bots can be really helpful at reducing the amount of countless hours you spend personally answering routine customer questions. The hours you spend dealing with customer enquiries can be redirected towards more
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important areas of your business. • Messenger vs. Email – Another factor that makes Messenger BOTs an attractive option is the fact that open rates for Facebook Messenger messages range from 80 to 100%. In addition, click through rates for Messenger messages vary from 30-50%. Comparing Messenger’s open and click through rates with the rates of conventional channels such as email, it’s easy to see that sending messages through Messenger Bots is drastically more efficient at generating both awareness and leads. • The True Power of Bots – The true power of Messenger Bots lies in their ability to capture leads and build a list of subscribers. Every single person that messages the Bot you have integrated within your Facebook page, will automatically be placed in a captioned database. Once they are placed in the database you will be able to send them messages, broadcasts, or updates of your other social media profiles at any given time through Messenger. This function is extremely useful when it comes to crossselling and promoting product updates but also to just nurture relationships with your current and prospective clients with educational information on your products
and services. • Implementing a Messenger Bot – In the digital environment, Messenger Bots can be integrated to either your website or your Facebook Page. Messenger Bots add a high degree of interaction to your FAQ page, which is deeply appreciated by customers. A QR Messenger code print out or sticker is the key to implementing your Messenger Bots in a physical environment such as a Brick and Mortar store. • Bot Building Tools – The two main tools we recommend to build Bots are ManyChat and Chatfuel. These two Bot-building platforms are very efficient at constructing Bots, and we recommend you get the pro versions of these websites so as to remove their branding from your bots.
Now the next question is, how do you effectively drive traffic to your messenger to build your list? Well, there are various ways but here are our top three ways to do so; • Through running a competition that your new sparkly BOT facilitates for you and runs fully automated • Through a chat feature installed on your website. Yup, those little ‘chat now’
or ‘chat in messenger’ pop-up in the corner of your website can actually drive potential customers straight through to your messenger to be able to answer their questions right away! • By running Facebook Ads with an objective to drive your leads through to your Messenger to learn more about your services! Now as a Salon owner, nothing is more frustrating than having an influx of clients either cancel or reschedule their appointments at short notice, leaving you with a salon full of employees to pay, for empty appointments and no bums on seats. We are all getting busier and clients are booking last-minute appointments more and more often, and this brings us to what you need to be doing when you have days like the above! Here are two real life scenarios from salon owners we have recently worked with demonstrating how we were able to use their Messenger BOT effectively to generate business:
This owner took over a salon in Perth, WA and wanted to automate business processes and reduce administration time from her receptionist to allow her to assist not only on reception, but around the salon too. Initially we began working with this salon owner to build an effective sequence and then moved into phase 2, which was formulating an [epic] offer and launching their competition. Our competition formula is very meticulous and has one main focus: after it ends, we want you to be able to tell us that you had more bums on seats and have either a) increased the life time value of a current client or b) acquired new clients. We ran a competition for 14 days ($140 ad spend in total) and it was facilitated completely through the BOT. End result? 2,100 subscribers
into their Messenger BOT which means 2100 individuals you can now market to, directly to their messenger, at any time (unless they opt out, of course!). Next? We sent an offer to all those who participated in the competition. And then? Hundreds of new bookings in the next 3 hours (while keeping in mind that the BOT also answered hundreds of questions about their services, prices and diverted them to either book through the BOT, phone or online)! Pretty cool, huh?
Similarly, Salon 2 worked with us on a sequence and competition. They also had great results from their competition and then a couple of weeks later had that exact day just described. Everyone wanted to reschedule their appointments all of a sudden leaving the
salon with empty appointments for a whole day the very next day. The salon called us around 2:00pm and said ‘HELP!’, and with the ability to reach so many current and potential clients through their BOT subscriber list, we were able to pull together a great one day only offer and send this out within the hour. The result? They were fully booked for the next day within two hours! Allow yourself to step away from your phone and have the latest social media tools do the work for you! Your Social Voice is a specialist marketing agency helping Salon Owners master their marketing and explode their results. If you’re ready to take your marketing to the next level, get in touch at www.yoursocialvoice.com.au
Hair Biz Year 13 Issue 4
FIRING YOUR WAY TO RESULTS By Caitlyn Menzel
I was fortunate enough recently to present to salon owners at SalonGrowthCon, and after a month of writer’s block (knowing my HairBiz deadline was looming), I found my inspiration. I noticed a common theme amongst both the attendees and my coaching clients which inspired this article… salon owners are too scared to pull the trigger on terminating staff.
Here’s a fun fact; your employees are paid to do a job. Employing someone is essentially a partnership, however you both have different roles and responsibilities. Theirs: operate the procedures and policies you have built and service your salon’s clients to the standard you expect and require. Yours: pay the employee as required under the award, provide the necessary training required to perform, and provide a safe and positive workplace. It’s simple really.
“HAVING THE STRENGTH TO MAKE DECISIONS, THE ABILITY TO TAKE ACTION, AND TO KNOW WHEN IT’S TIME TO LET GO, SHOWS YOUR TEAM AND CLIENTS THAT YOU MEAN BUSINESS” 94
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Firstly, let’s look at you, the owner. To be frank, are you a s**t boss? Do you pay wages on time? Do you provide a positive working environment? Do you invest in and train your team? Are you a part of the team? Do you lead by example? Do you show up to work on time every day, looking the part, hair and makeup done and in a good mood? Are you a good communicator? And here’s the big one, would you work for you? Honestly? The following statement might be a bitter pill to swallow… EVERYTHING THAT HAPPENS IN YOUR BUSINESS IS YOUR RESPONSIBILITY. Yep, yours. Have you ever heard the term ‘a fish rots from the head’? It’s an ancient Chinese proverb and it’s the truth. If you suck, your team are going to suck along with you. Then they’re not going to run your systems or look after the clients, and do you know what that means? Failed business. “But I have a lazy employee!” Do you? What are
you doing to motivate them and why do you let them keep underperforming? “My stylist is late every day!” Is she? Why do you let her keep arriving late? “My therapist is always on her phone!” Is he? What action have you taken to prevent it happening again? Yeah, the truth hurts. Your ‘problem child’ (the naughty employee) at the salon is like that because you allow their behaviour to continue. You do know you own the salon, right? I am not going to stand here and tell you that other people’s shitty attitude and work ethic is because of you, but the fact that you let it keep going and going and poisoning your salon and team and clients is because of you. Bad employees are cancer, and most types of cancer spreads hard and fast. Sometimes, the most toxic team member can be your most talented hairstylist and top earner. And it’s an awful situation to be in, but my entire team and business are far more important than one person. And it’s the same with the dollars and cents; that one person could damage my entire team more than getting rid of them would ever cost me. Bigger picture. We have a phenomenally thorough hiring and induction process in our salons, and it definitely helps to filter out some of the baddies. We also hire our people more based on attitude rather
than skill, and that’s a hard change to make for a lot of salon owners. Hiring perfect people who are floor ready and have a full clientele isn’t always the right way. Hiring people who are positive and fit perfectly into the culture of your salon are so much more valuable than a great hairdresser with a crappy attitude ever will be. I can train anyone to the skill level I expect, I cannot change someone’s personality. Facts. Earlier this year, I hired a horrible narcissistic barber who interviewed perfectly. She was talented AF, confident, seemed lovely and was definitely hard working, but over a few weeks I learnt that she was nasty; a bully, and could never accept responsibility even for the most trivial mistakes that she made. Less than a month into employment, she was almost achieving her targets, but when I found out my three long-term barbers felt belittled and unhappy, I let her go. Had I not been strong enough to make that decision, I could’ve lost 75% of my team. Again, bigger picture. And I know what you’re thinking, she was in trial period, so it was easy to let her go. I understand there are steps to be followed with long-term staff, but YOU are responsible for taking those steps towards terminating toxicity. The AHC have an exceptional legal team that can help with this process, and if you’re not a member (which you should be) seek advice on the pathway to getting them out of your business.
So, what happens if your employee is underperforming? This can be because of so many factors: are you under-priced? Is there a lack of clients attending the salon? Are your staff poorly trained? Look within, before you look without. If it is genuinely the employee who is responsible for their underperformance, then again, steps need to be taken. How is it fair that the rest of your team have to work harder to pick up the slack of the lazy one? How is it fair that you’re holding up your end of the relationship and they are not? It’s time to take action. Remember: underperformance isn’t always about sales. Are they not retaining clients? Are they slow? Are they not supporting the rest of the team? How are they underperforming? It’s your responsibility as the owner to set KPIs and track your team’s performance in all aspects. Otherwise, how do you measure anything? So let’s go with the scenario that they’re slow. Put your boss pants on, pull them up and book a meeting with the ‘problem child’. “Sara, we really need to work on your service timing. Why do you think that is? How can I support you to be able to meet our timing standards? Do you need more training? Is it that you spend too much time talking trivial stuff and you need a kick up the butt? Do you need a timer on your trolley? What do you need to make this happen?”
This is a relationship, and you both need to work together to make it work, or make it end. Once you’ve had that conversation, set a time frame, do what you need to do and stick to it! There is no point setting a goal for them and then not following up. If they continue to underperform, then you need to manage them out of the business. Underperformance means an employee is not fulfilling their role. They are literally not doing the job you are paying them to do. Why put yourself and your business through that? We have enough to worry about without that additional stress. Everyone says that hiring your dream team is the number one way to build a positive workplace culture. LIES! Do you want to know the best thing you can do for your salon culture? FIRE. You never know who you’ve hired until you’re working with them, and ‘great-on-paper’ people can turn out to be the exact opposite. Having the strength to make decisions, the ability to take action, and to know when it’s time to let go, shows your team and clients that you mean business, they aren’t just numbers to you, and that you care about wayyyy more than your bank account at the end of the week. Peace X If you want to take advantage of some of the incredible SalonGrowthCon products available by Caitlyn Menzel Coaching, head to bit.ly/ caitlynmenzel Hair Biz Year 13 Issue 4
KEEPING YOUR EYES ON THE BALL AND YOUR SALON IN THE GAME By Jodie Rasmus, ZING Coaching
Your salon is a constantly evolving organism surrounded by a world of distractions, out-of-control influences and ever-changing technologies and trends. Keeping your salon business ball in the air is an ongoing challenge. You may get sick. A team member could leave. Two weeks stuck in Bali with an erupting volcano? There are as many real reasons to drop the ball as there are lame excuses. What you need are real, practical strategies for getting your eyes back on the ball and staying laser-focused. Strategies to get you back on top of your business. Dropping the ball is all about you. You are the problem. And you are the solution. Be honest with yourself. As a leader, you need to be accountable to yourself first. Nothing will change unless you recognise that the solution rests with you. Chances are you know intuitively when the ball’s on the floor. Now’s the time for decisive action before it rolls out of reach! Use these top tips to grab the ball and stay in the game. 96
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#1 BE HONEST WITH YOUR TEAM
#2 EYE OFF YOUR NUMBERS
Are your retail figures down? Plan some retail training to embed product suggestion in your team’s consultation process.
Numbers are critical to understanding your business. If you don’t have a process for extracting numbers, reviewing numbers and, most of all, understanding numbers, you need to find someone who can show you.
Rebookings looking thin? Refocus your team to give your clients a reason to come back, then book them in. Make it a system – a process that every team member sticks to.
Do you track rebookings? Treatments? Retail units? Client dollar average? All these can help you identify where to focus your attention and effort.
It’s exciting to be a part of a business that’s focused and has goals. Share your enthusiasm with your team. Your passion for your business is infectious. Show it off and you’ll soon see it reflected in your team.
Can you readily put your fingers on your current numbers and compare them to past performances? There’s no better way to understand how you’re doing and where you can improve.
Sharing truly is caring. Tell your team you’ve got concerns about dropping the ball. Chances are, they already know. Telling them will bring them into the solution. The sign of a good leader is being able to spot problems (even when the problem is you!) and identify best solutions.
Are you keeping a critical eye on your numbers? Do you know how to read your numbers? Can you see what areas are letting you and your salon down?
Do you have performance goals? Do you meet them? Are they unreasonable? When you know your numbers, you can measure, monitor and make it happen.
#3 MAKE YOU TEAM ACCOUNTABLE
Your team are your foot soldiers on the front line. They’re delivering your services, recommending products and satisfying your clients. How are they going? I mean: how are they really going?
#4 TRAIN, TRAIN, TRAIN AND TRAIN AGAIN
Keeping your team on top of their game is a constant process. Polishing technical skills, retail knowledge and customer service keeps your team motivated, focused and enthusiastic about providing exceptional client experiences. Noticing flat spots in your service because you’ve been dropping the ball? Training gives your team a chance to reel in the trouble points and get them back on track.
Everyone has their strengths and weaknesses and no two team members are the same. Each has their own distractions, problems and limiting beliefs. And you’ll never get to the heart of them unless you check in regularly.
Your business is a reflection of what you and your team do every day. If everyone’s delivering a high level of professional services, your salon will be brimming with positivity and bouncing with clients.
Weekly team meetings can refocus your whole team in the same direction and get everyone on the same page.
#5 BECOME ACCOUNTABLE TO SOMEONE
One-on-one meetings can address individual concerns and flesh out problems that don’t always come up in a group environment.
Who are you accountable to? Who’s looking at you and keeping you on track?
may not always want to hear? Who understands your business, but isn’t in the business of always telling you you’re right and amazing. It’s no use standing in the house of mirrors if the lights are off! Seek out the type of ‘tough love’ that you need to stay accountable. We all drop the ball from time to time – it’s a normal part of living in a busy, complex world. The secret to keeping your salon business thriving is recognising when the ball’s on the way down and acting decisively with a clear map of action to get it back on track. With your eyes firmly on the ball, you’ll start enjoying the challenge of being a salon owner … and reaping the rewards you so deserve. Jodie is a salon coach at The ZING Project. To get in contact with Jodie reach out at jodie@ zingcoach.com.au or join our private Facebook group: ‘ZING inspired salon collective’.
Do you have someone to talk to who’ll serve back honest feedback and the truthbombs you Hair Biz Year 13 Issue 4
HOW TO CREATE YOUR FIRST SUCCESSFUL FACEBOOK ADVERTISING CAMPAIGN By Estelle Oliveri
Can a Salon Owner create SUCCESSFUL Facebook Advertising Campaigns after spending countless hours and money on Facebook and Instagram with no measurable result? The short and very exciting answer is YES! For salon owners, standing out in the crowd on Facebook and Instagram is becoming increasingly difficult. Not only are you competing with others in the hair and beauty industry to create compelling and enticing ways to enter your salon, you’re also competing against every other business who is screaming for the attention of the end viewer. Communication, authenticity and engagement are heavy factors on what Facebook and Instagram lean towards and the key message in your Facebook Advertising campaigns is critical to the success of your ads. Most Facebook Advertising campaigns I see crafted by salons include a very short caption and call-to-action in the text component of their ad. Whilst this method once worked in the past across multiple industries, the viewers on social media need MORE. If we were talking to someone in person about our offer and advising them why this offer will be great for them, it would be in the form a CONVERSATION, not with a megaphone stating the offer to their face. It’s the same on Social Media. Our voice and message need to feel like an everyday conversation to really stand out in the crowd - NOT like a traditional advertising campaign. This strategy is an approach we take at Hairpin Digital to draw potential clients to your salon by feeling your energy and showing that you have empathy for client’s needs. You’ve probably already seen ads like this before. You’re scrolling through your newsfeed and see an ad with a strong headline, text talking in the 1st person, ‘I’, (not in third person, ‘they’) and honing in on a ‘pain point’ which you have experienced yourself, so it resonates with you on a deeper level. The ad consists of loads of text, and you always need to tap on “… read more” to see all the text appearing on your screen. If you haven’t noticed them already, you’ll start to see more these over the next 12 months. This style of ad works well because as you tap on “read more”, the Facebook Algorithm informs Facebook this style of ad is resonating 98
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with a particular type of person and needs to be shown to more people like them. These are Hairpin Digital’s essential starting points for crafting advertising text that really “speaks” to your ideal customer.
1. DEFINE THE AVATAR
Who is the ideal client that you want to walk through your salon door? Defining the unique characteristics of your target client is a must-do exercise for every salon owner. There are 100s of articles online to help you define your ideal customer avatar, so do a web search, read a few and start writing your description. The best marketers get this very, very clear, even giving their dream client a name. Know what car she probably drives, what she does for work, where she shops, the restaurants she prefers, clothing labels she loves and what she does in her spare time. When you write any piece of marketing, you’re writing it to her.
2. DEFINE 3-5 PAIN POINTS
What does your ideal client struggle with? Their pain points may not have anything to do with hair or beauty, it’s usually something much deeper - insecurities about how they look, unconfident about talking in large groups of people, not confident in their own identity…etc
3. DEFINE THE SOLUTION
What is your solution for each of the pain points identified above? How could you help them feel more confident? Define their unique identity, etc? The solution may not be necessarily the individual services you are selling, but possibly more how you can make them feel as a result.
4. DEFINE THE DESIRES
What does your ideal client or avatar most want? I.e. Could it be confidence, a sense of independence, or unique identity, maybe acceptance?
5. DEFINE THE ULTIMATE DESIRES
How does that challenge show up in their everyday life? Maybe it’s to feel prepared for any challenge presented at work, or to have the confidence to go for that new job or dream, or even just to feel comfortable in their own skin.
6. DEFINE THE CHALLENGE
What is stopping your dream client from having what they want? Have they had countless disappointing experiences with salons in the past, wasting so much time and money? Or they’ve just never felt understood by a hairdresser, so they’ve never achieved exactly the look (and the confidence) they want? These are just the first 6 critical steps in creating a successful Facebook Advertising Campaign. At Hairpin Digital, we use an additional 7 steps to ensure that we connect with your ideal client avatar’s wants and needs at a deeper level to create a conversation they’ll resonate with to have them walking through your salon’s door. If it’s time to get your Facebook and Instagram advertising really converting, get in touch and let’s work together to help you find the clients you WANT to attract. Estelle Oliveri, is the director of HAIRPIN DIGITAL – Affordable, effective digital marketing solutions for businesses focused in Hair and Beauty. Find Hairpin Digital on Facebook, or go to www.hairpindigital.com to learn more.
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HAIR BIZ is the only magazine of its kind which offers a comprehensive look at both the business and image side of the hair industry. We pro...
Published on Jul 3, 2019
HAIR BIZ is the only magazine of its kind which offers a comprehensive look at both the business and image side of the hair industry. We pro...