REALtalk 2019

Business insights ENGAGEMENT Inspiration

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2019

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From the Editor

PUBLISHED BY BHA MEDIA ABN 23142047943 41 Bridge Road, Glebe NSW 2037 Ph: 02 9660 2113 Fax: 02 9660 4419 MANAGING DIRECTOR Simon Grover EDITOR Cameron Pine cameron@intermedia.com.au ONLINE & DEPUTY EDITOR Shannon Gaitz sgaitz@intermedia.com.au BEAUTY EDITOR Michelle Ruzzene mruzzene@intermedia.com.au NATIONAL ADVERTISING MANAGER Joanne Cowan jcowan@intermedia.com.au SENIOR DESIGNERS Chris Papaspiros Leanne Hogbin DIGITAL PRODUCTION Anthony Willson REAL TALK CONFERENCE ORGANISERS Interpoint Events 41 Bridge Road, Glebe NSW 2037 P: 1300 789 845 info@interpoint.com.au www.intermedia.com.au

So here’s to keeping it real! A few months have passed since our inaugural business event and we’ve been busy collecting a summary of the best content from our guest speakers and brand partners that made it such a memorable day for the industry.

Creating a profound new level of connection in the hairdressing industry, Real Talk Business 2019 has shaken up the industry’s business education offering and is looking forward to bringing you more in 2020.

Held at the Ovolo in Woolloomooloo on August 5, the full day event combined powerful minds, inspirational leaders, business owners and an unparalleled opportunity to have deep and meaningful conversations beyond the everyday.

Through conversations that matter, Real Talk juxtaposed networking with highpowered learning, all beneath some of the biggest names in the industry.

With the honour of opening the day, I for one was very excited about the line up of talent dedicated to a mindset of stepping outside our comfort zone in the name of improving our level of true connection with our businesses.

MC and retail expert Terry Hawkins officially shared her impeccable hosting opportunities for the whole day, getting the audience up and out of their chairs to interact throughoutt the day. She discussed important concepts of outlook, empathy and sincerity and the incredible power hairdressing has to change

This publication is published by BHA MEDIA Pty Ltd (the“Publisher”). Materials in this

people's lives. Dario Cotroneo, Lee Cohen, Renya Xydis, Monique McMahon,

publication have been created by a variety of different entities and, to the extent permitted by law, the Publisher accepts no liability for materials created by others.All materials should be considered protected by Australian and international intellectual property laws. Unless you are authorised by law or the copyright owner to do so, you may not copy any of the materials.The mention of a product or service, person or company in this publication does not indicate the Publisher’s endorsement.

The views expressed in this publication do not necessarily represent the opinion of the Publisher, its agents, company officers or employees.Any use of the information contained in this publication is at the sole risk of the person using that information.

The user should make independent enquiries as to the accuracy of the information before relying

Bridgette Burchall, Bianca Bouldon, Francesco Ruggerino and James Fitzgerald marked the further list of leading presenters in addition to a collective of 9 leaders across two conversational panels – Industry Insight and Technology.

In the aim of keeping it real, this highly curated mix of guests and hairdresser involvement allowed for an insightful and motivational day like no other.

When we set out to create Real Talk, our objective was to fill a room with unbranded, inspirational and authentic conversations that gave any salon in the

on that information.All express or implied terms, conditions, warranties, statements, assurances and representations in relation to the Publisher, its publications and its services are expressly excluded save for those conditions and warranties which must be implied under the laws of any State of Australia or the provisions of Division 2 of Part V of the Trade Practices Act 1974 and any statutory modification or re-enactment thereof.To the extent permitted by law, the Publisher will not be liable for any damages including special, exemplary, punitive or consequential damages (including but not

industry a new mindset for growth.. We opened hearts and minds and can’t wait to share more of the Real Talk brand with you.

Contents

limited to economic loss or loss of profit or revenue or loss of opportunity) or indirect loss or damage of any kind arising in contract, tort or otherwise, even if advised of the possibility of such loss of profits or damages.While we use our best endeavours to ensure accuracy of the materials we create, to the extent permitted by law, the Publisher excludes all liability for loss resulting from any inaccuracies or false or misleading statements that may appear in this publication.

Copyright© 2019 - BHA MEDIA.

Cameron Pine, Editor

Brought to you by

4 REAL TALK

4 What you missed: Real Talk debrief

8 Emcee and guest speaker Terry Hawkins

10 Emotive Entrepreneurship: Francesco Ruggerino

12 Social Media Vanity to Metrics: James Fitzgerald

14 The Ultimate Consultation: Dario Cotroneo

16 For the Love: Monique McMahon and Renya Xydis

18 Luxury Culture: Lee Cohen 20 Edwards and Co: Industry Disruption

22 Panel: Industry Insight 24 Panel: Technology 26 Company Profile: De Lorenzo 27 Company Profile: Timely Consult App

28 Company Profile: Showpony Hair Extensions

29 Company Profile: Revlon Professional

30 Company Profile: Redken 31 Company Profile: Phorest 32 Company Profile: Matrix 33 Company Profile: Shortcuts 35 Testimonials: What the guests said.

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16 32

REAL TALK 5

Conversations That Matter

6 REAL TALK

Powerful, ambitious hairdressers, salon

relevant insights ready to be taken back to

owners, brand representatives and

salons and implemented immediately.

business people congregated at the

In a diverse day, there were an array

Ovolo, Woolloomooloo on August 5

of highlights, and attendees left with a

for the inaugural Real Talk business

notebook full of insights that spoke to

education event, witnessing a significant

them specifically. Moreover, networking

line up of speakers as they spoke to

events throughout and after the day

every important facet of the industry and

fostered that important sense of

salon management.

community that ran throughout the

In a day that covered networking and

event’s proceedings. With so many

high-powered learning, Real Talk worked

renowned and diverse names leading

with some of the biggest names in the

the proceedings, Real Talk was truly

industry to invigorate its audience and

powered by the industry, for the industry

truly create conversations that matter.

and with the industry, making it the ideal counterpart to INSTYLE and its

With so many renowned and diverse names leading the proceedings, Real Talk was truly powered by the industry, for the industry and with the industry, making it the ideal counterpart to INSTYLE and its longstanding values.

longstanding values.

Real Talk spoke to the important power we all hold as hairdressers and salon owners in truly pushing ourselves, our team and our community. Constant learning, dedication and higher thought makes this industry truly one of the best in the world – and that’s worth talking about.

Read on for the day’s many highlights, lessons and takeaways.

The inimitable panel of speakers across the entire day’s agenda covered everything from leadership to entrepreneurship, social media, luxury, business management, consultation and so much more, offering attendees the tools necessary to succeed in 21st century salon business. Successful salon owners, hairdressers and educators spoke from their own experience, offering true and

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REAL TALK 7

Terry Hawkins MC and retail expert Terry Hawkins officially opened the Real Talk proceedings, getting the audience up and out of their chairs to interact. Her boundless energy, clear passion and insightful questions anchored the day, as she introduced each speaker and sat down with many of them and interviewed

ranging from large national chains to a

them on stage.

multitude of independents, Terry has an

Terry is an award-winning educator, author, and formerly Australia’s most booked female speaker. Having personally

uncanny knack for the hair category and what it takes to create success.

“I was pioneering in the sense that

trained thousands of hair salon retailers

words and themes that are in vogue

and stylists over the past thirty years,

today: empathy, compassion, or more

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8 REAL TALK

unfortunately referred to as ‘soft skills’;

Terry spoke about the capacity of

these were experiences I ignited in the

hairdressers to transform people’s lives,

retail training room back in the early

and discussed the skills necessary to

1990s,” Terry told INSTYLE. “Today, there’s

achieve this. She compared training and

nothing soft about them, and they are

education to long-term relationships

considered buzzwords, but to me and our

in their longevity, patience and growth

company Progress Retail, is about real,

and asked an important question for

meaningful connection.”

salon owners and managers – “What

During her opening keynote address,

do people say about you as a leader?”

she discussed these important concepts of

With this significant perspective injected

outlook, empathy and sincerity,

into the day from the first session,

before making everyone introduce

attendees moved forward with a want

themselves in a non-talkative way to truly

to really grow and learn personally and

connect. As she explained, everyone

professionally.

brings a story, and human connection

Terry’s indelible touch was a presence

needed to be a focal point of the start of

throughout the day’s entire proceedings,

the day, and the event’s entirety. “Talking

and she left the event with an important

distracts us from connecting,” she said,

message, highlighting Real Talk’s

bringing the volume in the room right

significance at the centre of community

down to promote real connection and true

and innovation as it pertains to the

sincerity, setting the tone of the entire day.

endlessly dynamic hairdressing industry.

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REAL TALK 9

Francesco Ruggerino Prema’s Francesco Ruggerino closed the day as he educated on entrepreneurship, using the benefit of his infinite experience leading international salon brand Prema,

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as well as new cool kids product line ANTI. Francesco’s expertise covered everything from leadership to internal connection and personal growth, all of which work

need to connect to our senses and really

into career success.

“be” in every situation for true long-term

Francesco began by telling the audience

success. He also attested the power

that he visualises his end goals in his

of delegation and checking your ego,

endeavours, which has allowed him

components of leadership and business

international success. He connected

management that have repercussions in

entrepreneurship to the idea of having a

personal and professionals facets of life.

vision, and explained that leadership is all

As he so aptly put it – “check yourself

about the people and not about the leader.

before you wreck yourself.”

Therefore, every conversation he has in

One of Francesco’s many important

his business he relates back to company

messages spoke of the importance of

values that gives a communal energy to

connection, explaining that people

his business. In saying that, in leadership

will buy from you if they like you, and

you have to be your most inspiring facet

showcasing how important this simple

and motivate yourself to achieve.

element of business life is.

Francesco also spoke about moving

As an entrepreneur with major

to high consciousness, opining that we

inroads in the salon, fashion and

live in autopilot much of the time and

product space and reach that stretches from Sydney’s trendiest spots to New York itself, Francesco’s insights were invaluable for attendees to take as the final session of the day. Attendees took away important education in everything from entrepreneurship, leadership, management and internal and external connectivity. A worthy finale to an affirming, motivating and inspiring day of salon business education.

10 REAL TALK

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James Fitzgerald Social media was an important focus of Real Talk, as Social Media Knowledge’s James Fitzgerald showed his expertise in this field, offering attendees insights on each channel’s algorithms, engagement and processes to improve their reach.

12 REAL TALK

Social Media Knowledge is a reliable,

Broadly, he discussed the digital

professional organisation that leads

properties of Google, Facebook and

more than 100 training courses a year,

YouTube, which lead the social media

educates business leaders, boasts

engagement of Australia. He warned

unrivalled digital expertise and prides

that Instagram engagement is down 18

itself on propelling this important skillset

per cent in 2019 due to new algorithms,

to national industries, and James’ extreme

and explained that free engagement is

knowledge in this field was apparent.

becoming more difficult to manage, with

a focus on businesses utilising constantly innovating paid opportunities.

He urged salons to build up their

James’ important, highly technical session had salons keeping up with these significant notes to use this expertise

customer data to sync it to their social

in their own social media marketing. As

media lists, as Facebook can match

social media is paramount to any modern

around 60 per cent of email databases

business, and its constant evolution and

to their social network. James further

digital landscape can prove tricky to those

discussed about taking advantage of

not perennially in the know, James’ intel

pixels that can actively target returning

proved vital for salons to make the most

clients for up to six months after their

of their digital and social media output,

visit, both of which are excellent direct

and get the most out of their ad spend

ad options for small businesses. He also

to win real clients. An hour well spent

advised that businesses run ads through

learning from this social media mogul.

each network’s ad manager for efficiency.

These targeted ads can be used to shift your engagement, and ensure the audience you’re reaching is relevant to your salon, and could turn into clients.

James talked up email as the new free mode of social media, another method that can be used to organise the targeting of content and ads. As he suggested, “market to most and sell to a small percentage”, a mantra that should see salons change their ads and social media content depending on each targeted list and what end goals they are trying to achieve.

REAL TALK 13

Dario Cotroneo Dario Cotroneo of DCI Education was the second speaker on show as he delivered must-have intel on the art of the consultation. Dario is an award-winning, globe-trotting educator whose mentor and consultation programs are lauded

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nationally and internationally, speaking to his success in the hairdressing education field for decades.

He spoke of the necessity to truly understand your client and practice

personal inhale and exhale mantra, where

deep listening to achieve that. “Deep

he inhales to clear his mind and exhales

listening will change your life,” he said.

to expel tension from his body. These

“We want to be heard so much, but

personal and physical techniques become

everyone who comes into our life is a

paramount for the vibe you set in salon

teacher, my clients are my mentors.” He

and for clients. “We have to work towards

described the three types of listening –

freedom over mind and body,” he said.

selective listening, active listening and

Dario also spoke about the negative

empathetic listening, the latter of which is

components of ego, telling the leaders in

key to client understanding and positive

the room to shine a light on it and make

relationships. He told attendees to truly

it small. He warned attendees to keep

seek to understand their clients to change

both their emotions and ego in check

their relationship.

and make the choice to change your

Dario discussed the importance his

life to act in this way. “I hold myself to a

clients hold in his life, saying that every

higher standard, if you can control your

client that comes into his salon he sees

emotions you can change your life, it’s all

as paying for his daughter’s education,

a choice,” he said.

or next holiday, or vital life component,

14 REAL TALK

laughter and chocolate. He shared his

Dario’s important session went beyond

and recognising how much value they

consultations and even beyond the salon,

hold. This value connects to the need

to appeal to attendees in their entire lives,

for excellent service and a top-tier

all of which is interconnected. By focusing

consultation to instigate that luxury.

on mind, body, understanding and

In terms of personal growth, Dario

connection, Dario showcased the ideal

lauded the value of oxytocin and how

pathways to luxury service, ideal client

to obtain it through simple things like

relationships and next level consultations.

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Renya Xydis & Monique McMahon The audience were treated to insights from the power duo that is Renya Xydis and Monique McMahon, two renowned hairdressers in the international salon and

out there and drowning you don’t have to

session community. Renya leads Valonz

be alone,” they explained. This education

and is an international fashion week

initiative tours around the country with

regular backstage, while Monique heads

special guests to spread the community

up Que Colour and Que Academy. Both

far and wide and offer an important

women are well known for their education

support system.

acumen, session skills and business

Monique and Renya also spoke about

expertise as leading members of the

their behind the scenes business intel.

Australian hairdressing community.

Importantly, they implored attendees

Fittingly, community was a major part of

to invest in their teams, as that is what

the wisdom they imparted to the audience,

makes a brand, and to give opportunities

as they talked through their innovative For

to their team members. They discussed

The Love education program, which offers

the importance of culture as it pertains

a true sharing culture and community so

to sound, smell, touch and texture in the

salon owners need not feel alone. The

salon, another vital aspect of building your

education initiative builds a world where

salon brand, as they have so successfully.

hairdressers and salon owners are able to

It was an important session for

power through the bad aspects of the job

attendees to learn from two bona fide

and rely on each other to share and build

industry influencers who have taken their

each other up through adversity. “If you’re

careers to extreme heights and could offer their insights in business, salon work and more. The fact that they are using this platform to truly help salon owners and managers talk about, share and overcome the difficulties within their career is admirable, and important concept to be shared in a forum like Real Talk. With these two industry queens leading the way, the local hairdressing community is in better hands than ever.

16 REAL TALK

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Lee Cohen The next session starred Lee Cohen, Oscar Oscar Business Development Manager, who educated on how this famous salon brand facilitates luxury. This important concept has helped build the Oscar Oscar salon family, a brand that has existed for

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three decades and boasts 20 to 30 per cent growth year on year, with locations all over Australia. With these impressive stats and an unparalleled industry reputation, Lee and the Oscar Oscar name deserved

salon brand often separates business and

rapt attention from salon owners looking

creative salon roles to truly specialise in

to achieve similar goals.

every area that make the salon top-tier.

From a luxury standpoint, Lee

As a true aspect of luxury, he spoke of

suggested asking clients to spell out their

the significance of consultations, and with

limitless hair dreams, and then scaling it

a business mindset, said that the value

back to something they could afford in

to price scale must always be balanced.

terms of money and time that still offers

Beyond the salon walls, he showed the

extreme value to your salon.

value of true care for people, and how

From clients to the business itself, Lee

leaders should teach and educate in what

showcased the significance of leadership

they know to truly make a change in their

in running a salon business, and said that

business and beyond.

salon owners and managers must make

There are many things that built the

a point of acknowledging staff members

incomparable Oscar Oscar business and

who do well. He spoke of the importance

brand, and these little elements of luxury

of front line staff members, while also

all make up that tapestry. As a singular

speaking about how the Oscar Oscar

mantra, Lee credited the communal sense of purpose felt within the team as a driving force to success, allowing Oscar Oscar to become an industry movement and iconic national stalwart.

These lessons inspired from a business perspective, but also on a larger level as attendees revelled in the importance of leadership, luxury, community and culture in their own businesses – it’s no coincidence Oscar Oscar continues to soar to new heights.

18 REAL TALK

Edwards and Co PLAY

Edwards and Co is a salon name renowned throughout the country and beyond, with celebrity clients, a unique and iconic salon aesthetic, almost

important aspect to your business.

120,000 Instagram followers, a growing

The pair spoke of their passion for

education brand and increasing locations

hairdressing and the hairdressing industry

in every corner of Australia. This salon

at large from their insular roles, despite

empire continues to soar under the

not actually being hairdressers.

leadership of Jaye Edwards, and two

They also largely focused on industry

significant members of the Edwards and

disruption, from their experience within

Co family, General Manager Bridgette

the Edwards and Co juggernaut. They

Birchall and Communications Manager

explained the initial freelance model that

Bianca Boulden, took to the stage to

set the salon brand apart, which, despite

explain the history behind the brand and

not defining the brand anymore and only

how that steep ascent to success can be

representing a small part of their business,

translated for other salon managers.

disrupted the market with a unique point

The duo spoke from their extreme

of view as they were first introduced to the

business background, teaching beyond

industry. That model only lasted six months

a hairdressing perspective. With this in

until the brand became a fully-fledged

mind they spoke about the importance of

salon, but even in that time it helped them

the people between the hairdresser and

create a platform for emerging artists that

the client - the business, administrative

continues to define the brand.

and reception workers that offer an

The duo attested the importance of culture as created by facets such as social media and education in building the huge industry machine that is Edwards and Co. These facets help with visibility and, as they advised, “it doesn’t matter how talented you are if you aren’t visible.”

With these important words of wisdom and examples of the brand’s incomparable experience educating attendees, they were able to gauge a new and important perspective on the salon industry and disruption at large.

20 REAL TALK

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Industry Insights Panel Following morning tea there was the

Domain, a multi-salon barbershop chain

first of two round tables, compered by

with enormous talent on board and a

INSTYLE editor Cameron Pine who invited

bona fide movement behind it, propelling

industry leaders onto the stage to share

the men’s hair industry in Australia.

their varied experiences. With decades of industry experience and a mantle of

team culture, to social media and life

business and hairdressing awards between

and business plans that are inspired

them, these inspiring women provided

by passion, risk taking and embracing

valuable and incomparable insights.

change. From a specific business

Sharlene Lee, salon owner of the

perspective, they drilled down into the

acclaimed Circles salon brand, took to

numbers of how many new clients they

the stage, renowned as a multi-award

receive a week, but from a broader

winner and salon owner to stars, with her

perspective, the panel’s insights could be

business most recently winning Salon

translated to work and life. For example,

Business of the Year at the 2019 Hair

they advocated a life and business plan,

Expo Awards, and her infectious energy

asking where you want to be in six years

a delight on stage. Sheree Knobel joined

and working back in steps from there.

the panel as well, famous for her leading

22 REAL TALK

The panel discussed everything from

Communally, they agreed that sharing

salon owner role in Bixie Colour, a social

as a community is important, and their

media savvy, blonde feature salon with

collective success seemed to be based on

over 73,000 Instagram followers, the

similar principles of a willingness to dream

enormous success of which has made

big, take risks and actively push for success

Sheree a valuable education and industry

– alongside their natural skills and talents.

commodity. Wendy Gunn of Ink for Hair

If four female legends of our industry

was another panelist, fresh from her

sharing their technical and philosophical

recent win as the International L’Oréal

views on business, life and success won’t

Professionnel Colour Trophy winner,

inspire, nothing will, and attendees went

with decades of industry experience that

onto the next phase of the day suitably

speaks for itself. Angela Sassano spoke

motivated to push themselves to these

to represent her important role in Kings

lofty heights.

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Technology Panel A technology panel, compered by

software in the way its made salon life

INSTYLE’s Jo Cowan, brought more stars

easier and set up salons and salon teams

to the stage, to talk about important

for success.

facets of a constantly evolving technology and software industry. With important

of asking for help with challenging

technological sponsors on the day such

technological aspects, and how this salon

as Phorest Salon Software, Shortcuts

sector is continuously evolving, offering

Salon Software and Consult by Timely

more opportunities for clients to find the

Appointment Booking Software, it was

salon, buy from it and interact with it,

crucial to discuss hacks, advantages and

which is crucial to salon business success.

insights into the technological side of the

Specifically, the panel dived into important

industry, as delivered by leading salon

cloud based options, and recommended

owners and managers.

salons uses accessible language in online

The panel consisted of Stevie Corthine

booking menus to help user engagement.

of Stevie English, the beloved salon owner

Clients can make a profile of what services

and industry leader renowned for his

they have had in the past to book again,

award winning creative and colour work.

streamlining the process for efficient

Also on the panel was Stevie Vincent

bookings, just another example of

of Stevie Vincent Hair Studios, with her

efficiency and positive client engagement

expertise in leading a successful, colour-

that advanced software delivers.

focused, sustainable salon in Perth, as

Personally, finding the time and

well as Glenn Tucker and Kristy Hines of

software that allows you to step away from

Element Aveda Sydney, another celebrated

your business for work life balance is also

member of the Aveda family that boasts

significant, and the panel asked when was

expert, luxury service. Rounding out

the appropriate time to switch off, when is

the panel was Brodie-Lee Tsiknaris of

the appropriate time to be accessing work

Rokstar Hair, a prolific business woman,

technology and how software can be used

hairdresser, creative artist and ambassador

to create this very definitive switch?

whose work is renowned with major big name brands across the country.

The panel discussed the importance of

24 REAL TALK

They talked about the importance

Hearing about pertinent modern issues from some of the country’s most renowned salon business experts was a

software, with consultations, bookings

favourite session for attendees, who left

and the many other ways it had improved

the event looking to harness the most out

and streamlined the salon world. The

of their technology for the good of their

panel lauded the advancement of salon

salon, career and personal life.

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De Lorenzo Being respectful of our environmental footprint is a way of life at De Lorenzo and the brand are committed to our world as well as our hair.

Being Vegan is something they believed in from the brand’s inception over 30 years ago, long before most were aware of its importance. De Lorenzo products are vegan certified and accredited by Choose Cruelty

clients. Their strong team of experts

Free (CCF), using plant-based and

based at brand headquarters in

certified organic ingredients that are

Sydney dedicate themselves

sustainably farmed and wild harvested

to creating ethical products

wherever possible.

through a combination of

Today the family run business remains 100 per cent Australian made and owned and the family spirit is

passion, pioneering and uncompromising values.

Their products are infused

alive and well within the brand’s heart

with aromatic botanical

and the hearts of De Lorenzo salon

oils and native plants such

“Our strong team of experts based at our headquarters in Sydney dedicate themselves to creating ethical products through a combination of passion, pioneering and uncompromising values.”

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as Wattle Seed, Kakadu Plum and protein complexes, all balanced to well suit the Australian climate and conditions.

De Lorenzo's commitment to the sustainability of our planet means that they have never tested any of our products on animals.

You too can give your clients ethically beautiful hair on the inside and out. www.delorenzo.com.au

26 REAL TALK

Timely Consult App Timely Salon and Spa Software have

your clients are and the tone of voice and

re-launched their free Consult iOS

image you want to portray.

app that turns your paper consultation

Consult offers expert and industry

forms to digital for optimal storage. This

templates for consultations and patch-

streamlines your business processes,

testing, or you can create your own forms

protects your files and caters to your

based on the questions you need to cover

clients for the ultimate salon experience,

in your business. Again, it’s a great idea to

all in one. Users don’t need to be Timely

personalise the questions to fit with your

users to download and use the clever

business’ brand and personality

app, allowing for a universal industry tool

Streamline your record keeping

and experience.

Consult automatically connects to

“Whether its intakes, consultations,

Timely so you can upload your completed

waivers, patch testing and more, forms are a crucial part of your business,” the brand said. “Manually

“Setting up a client intake form is an important part of your business. Consider it like your website, or social media pages.”

entering data from printed forms can often mean mistakes are

forms against your client records and

made, costing you more time and energy

have everything in one place. You can also

in the long run.”

access completed forms and check your

The app makes this a thing of the past, as handily solved by a futuristic gadget, offering salons secure, customizable

client info anytime from their client record inside Timely.

If you aren’t a Timely user, you can send

digital forms that are both efficient and

the completed forms to your email or save

professional. The forms are based on

to a location of your choice.

industry standard templates, and salons can even design their own for a tailored salon method.

Setting up a client intake form is an

Provide a consistent experience Providing a consistent experience across

important part of your business. Consider it

your business can be time-consuming and

like your website, or social media pages – as

involve a lot of training. Consult allows you

it’s often the first impression clients will get

to create your business templates and share

of your business. It needs to be professional,

them with your team so you’re all working

user-friendly, and provide you with the right

with the same forms. As the business owner,

information you need to get started.

you can decide who has edit access and

With Consult you can customize the

you can build a library of templates that are

questions for your business; think about

tailored to your business.

what questions are really important, who

www.gettimely.com

REAL TALK 27

Showpony Professional In 2008, Stephanie set about designing her professional range of hair extension products and education programs to give salon clients their ‘dream hair’.

The brand’s success is not only built on the unwavering focus of providing the highest quality products, but dedication to specialised education in safe application methods and expert Showpony Professional is Australia’s

customer service is what sets them apart.

premier hair extensions company. At

The diverse product range includes

the forefront of hair trends and fashion,

100 per cent human hair in Clip In hair

Showpony is recognised for outstanding

extensions, Tape, Mini Micro Bead, Micro

quality products and innovation. Used

Bead Weft, Sew in Weft, Skin Weft and a

and loved by celebrities, fashion icons and celebrity hairstylists, Showpony has

With her family involved in wig manufacturing, Stephanie knew that by using the same premium wig supplier, she could produce a hair extension range that could ensure quality and consistency.

successfully positioned itself as a leading luxury hair

Haircare range designed specifically for

extensions brand, renowned globally.

hair extensions.

Showpony is the brainchild of Founder and Managing Director, Stephanie

to become the first environmentally

Mason. When the brand launched,

packaged hair extension brand globally.

Stephanie was acutely aware of the

This new packaging will allow Showpony

lack of quality hair extension products

80 per cent reduction in total plastics

available in the industry. With her

used on hair extension products, using

family involved in wig manufacturing,

only 100 per cent recycled plastic

Stephanie knew that by using the

material in their haircare line. Australia

same premium wig supplier, she could

will see this new packaging concept land

produce a hair extension range that

in early 2020.

could ensure quality and consistency.

28 REAL TALK

In 2019, the brands focus has been

www.showponyaus.com.au

Revlon Professional PLAY

Revlon Professional builds relationships with stylists, offering them the tools and training you need to elevate your creativity and take your

constantly redefine their style and embraces the

business to places you never thought possible.

evolution of the modern woman. To create boldly.

Revlon Professional is the choice for stylists who

To live boldly!

understand that every woman is unique. The

Revlon Professional's position in the Australian

heartfelt brand inspires hairdressers to design looks

market has seen them collaborate with designers

as individual as their clients, in a world in which the

such a Stephen Khalil and Thurley, in addition to

concept of beauty is infinite and exciting.

being brand partners with Harley-Davidson under

The brand believes we are living in a new era of empowerment in which women are redefining

the banner of American Crew.

Revlon Professional products continue to

the concept of what individuality and thus hair

innovate, drive business development and

trends are transforming hair into collections of

cultivate true relationships with salons, so that

personalised and bespoke looks created for each

they, in turn, can deliver something truly special to

client’s unique needs. Revlon Professional, as part

their clients, every salon visit.

of this revolution, brings innovative products to professionals and women who set bold goals,

Recently launched, Revlon Professional’s new Magn±t™ technology covers both in-salon and retail offerings, and its in-salon capabilities complement any product manufacturer in the name of total hair health and protection. That means, whichever product line and brand you are affiliated with, Magn±t™, fits seamlessly into your salon menu as a modern salon must-have.

The Magn±t™ technology acts as a comprehensive answer to environmental damage as it subtly and silently damages hair. A major concern for salons is pollution’s negative implications for the colouring process, which makes it more difficult for hairdressers to predict the final colour in a service. Therefore, Magn±t™ is the answer to true colour expression and hair integrity. Revlon Professional are protecting vibrant hair colour in the battle against overall pollution, fighting against external aggressors as they negatively impact colour precision, vibrancy and condition. www.revlonprofessional.com REAL TALK 29

Redken 5th Avenue NYC Redken 5th Avenue NYC is a professional haircare,

Their latest innovations are Colour Gel

hair colour and styling brand dedicated to providing

Lacquers, a low ammonia liquid colour

inspiring education, ground-breaking products as

solution, perfectly matched to their Shades

well as unparalleled creativity for clients and stylists

EQ Gloss!

alike. With a backstage presence at Fashion Week

Redken’s leading team of Hair Artists

in New York, London, Milan and Paris, Redken

include Richard Kavanagh, Sheree Knobel,

has become a leader in backstage beauty,

Ben Martin, Marie Cain, Philip Barwick,

creating the runway looks for the industry’s

Dimitri Papas, Justin Pace, Rachel Busby,

most prestigious designers including Givenchy,

Kristy Hodgson and Anthony Staltari.

Valentino, Dior, Versace, Prada, Marc Jacobs

Together, these industry legends lead a tribe

and Coach among others. Locally, Redken

of dedicated Redken advocates, across the

was the official MBFWA hair partner for

colour, care and styling portfolio.

10 consecutive years. They continue to

www.redken.com.au

collaborate directly with leading designers, such as Aje, Bec & Bridge, Christpher Esber, Acler, We are Kindred and more.

Redken is stocked in over 1000 salons across the country, across their highly coveted colour, haircare and styling portfolios. They are the #1 most talked about professional hair brand in the Australian market, with widespread presence across social media, print and online.

The Redken colour portfolio is famous for its Shades EQ Gloss, the colour that thinks it’s a conditioner. This 30-year-old formula is the world’s #1 demi permanent colour, and is renowned for its quality and consistency in toning hair whilst adding gloss and shine. Redken’s lightening solutions are equally as reputable, including flash lift, blonde glam and blonde idol, which are paired with bonding treatments to maintain hair health and longevity. Further, Redken offers Patented Oil Delivery System and Ammonia free Chromatics permanent colour.

30 REAL TALK

PLAY

Phorest They say if you build a forest the wildlife will

and Google, eliminating the need for salons

come, but in this case its build a software

to do repost any reviews themselves.”

solution in one simple to digest package and

There no denying that there are some

the salons will grow. The Irish genius behind

amazing salons with great clients and average

the brand, Ronan Perceival developed the idea

salons down the road can have better reviews.

after working in a salon – so it’s been built from

“We take that offline reputation of the salon’s

the ground up by someone who knows the

we work with and take it online.” Even if only

challenges salon’s face every day.

30 per cent of customers leave a review in a

A significant advantage with Phorest is that its cloud based. “Everything we do with media, marketing, social is all cloud based too which makes it a lot easier to manage. “It’s all integrated and built in. We’ve always been able to do

couple of months, with Phorest you will have 100s of reviews.

“If you’re a good salon we essentially make you look even better with Phorest.”

From data that recognises client activity and

marketing tools at a higher level as a result,”

whether a client isn’t coming back anymore

Ronan said.

and texts them, after before to a system that

Phorest affords all of their salon clients a

is slanted towards the stylists needs and is far

branded mobile app. While many businesses

from just ‘computer generated’ functionality

don’t use apps because of their lack of

that every other salon is using, Phorest works

customisation, Phorest gives you a fully brand

really well for any size salon by understanding

app with all the functionality a salon needs.

that the salon’s true potential lies in the

Good marketing of late is all about owning your own channel and Phorest are experts

quality conversations with clients.

Understanding that you can’t reduce a

at maximising marketing communication to increase your

“We take that offline reputation of the salon’s we work with and take it online.”

client visits.

“We don’t want to have a Phorest app because we’re about

salary or colour price by 20 per cent but

the salon owning their clients. Our mission

you can reduce product wastage costs,

is timeless and it has always had a lot to do

Phorest is focused on optimising

with text but our focus is to do new things

salon performance.

that improve online recognition for salon, instantly linking 5 star reviews to Facebook

For more information visit www.phorest.com

PLAY

REAL TALK 31

PLAY

Matrix Matrix is a leading professional US haircare and hair colour company, present in over 57 countries. Since the brands inception in 1980, their vision remains solid: to build and unite the largest and best educated global community of hairdressers, fuelled by expressive inspiration, uncomplicated products and

SOCOLOR, Color Sync, Gloss Sync,

services for all.

Logics, LightMaster, V-Light, Vavoom,

Matrix was founded in 1980 by the American husband and wife hairdressing team, Arnie and Sydell Miller. Before he founded Matrix, Mr. Miller was a

COLORGRAPHICS, Opti.Collection, Opti.

Effects, Opti.Smooth and Style Wave.

Key Matrix moments in Australia include the Matrix Collective, Playground and

hairdresser for over 20 years.

The Millers wanted to provide hairdressers with

Matrix was founded in 1980 by the American husband and wife hairdressing team, Arnie and Sydell Miller.

a comprehensive range of products that would help them grow

Destination, where hair industry leaders

their businesses and provide the means

and learners come together to celebrate,

to take full advantage of their talent and

showcase their expertise, inspire, create,

creativity.

network, educate and upskill.

Now, over two decades later, the Millers’ original ideas still stand strong, and Matrix

Artists include Adam Ciaccia, Stevie

is committed to the development of the

English, Kobi Bokshish, Mat Johnson,

salon professional, offering a wide range

Kim Astropalitis, Anton Steele, Megan

of haircare, haircolor and texturizing

Panozzo, Nicole Dwight, Marie Ricupito,

products including: Biolage, Oil

Tarik Jarsevik, Sam James.

Wonders, Total Results, COLORINSIDER,

32 REAL TALK

Their leading team of Australian Hair

www.matrix.com

Shortcuts The Shortcuts journey began way back in 1994, the brainchild of salon owner Joanna Burgess, who joined

advantage of touch-screen technology,

forces with two forward-thinking software

which was brand new at the time.

developers to create what has become

Fast forward a few years, and they have

one of the most powerful hair and beauty

stayed true to our vision, all the while

software solutions on the market.

adapting to the latest tech trends. We

Back then, paper appointment books

were the first to create text messages

were the norm, marketing meant little

that sync with your Appointment Book.

more than running ads in the local

The brand were innovators with their set

paper, the Internet still seemed a little

and forget Marketing feature, which so

bit sci-fi, and Facebook was more than

many businesses can’t live without. More

a decade away.

recently, we led the way with our Mobile

But from day one, their mission was clear: to create an easy-to-use software

Guest App and Google My Business.

Shortcuts are the only Australian

system to help creative types and savvy

salon software company offering

business owners alike do better business,

Reserve with Google, which they will

without having to sacrifice their work/life

set up for you as part of your Google

balance, and which would improve their

My Business profile.

profits at the same time.

Shortcuts was the first salon software

Why Google My Business?

designed specifically for Windows

Your clients are hungry for local

(anyone remember those clunky old DOS

information. If they’re looking for

systems?), and was also the first to take

somewhere to get a haircut, what do you

An innovator from the get-go,

think their first move is? Yup, they’ll jump online and search for “hair salon”.

Google will give them a bunch of suggestions for salons in their area. Do you want to be one of them? Yeah you do!

By claiming your Google My Business listing and optimising it with keywords your clients are likely to be searching, you have a better chance of being front and centre online. www.shortcuts.com.au

REAL TALK 33

Testimonials: “I wanted to congratulate INSTYLE for the

The sessions allowed us to reflect on

amazing job you did with Real Talk. It is an

our own communication, strategies,

enormous effort to congregate brands,

values and branding and our place in

clients, educators, speakers, international

the industry. Thanks for putting this

guests… to a full day as the one that we

event on. You must be very proud.”

have yesterday. From organization, sound,

Sandy Chong, The AHC (Australian

food, quality of speakers, panels. It was

Hairdressing Council)

all fantastic. I took a lot of things away for my personal and professional life and I am sure it is only the beginning of

“I took a lot of things away for my personal and professional life and I am sure it is only the beginning of many more to come,”

many more to come,” Cristobal

“A huge thank you for all the support

De La Rubia, Revlon Professional.

of For the Love Of. The format of the session, calibre of speakers and not to

“Congratulations on this amazing industry

mention the guests was brilliant.” Karina

achievement. All feedback on the event

Parry, Que Colour.

has been fantastic. It really was a lovely day.” Elizabeth Sweet De Lorenzo

“We loved the day and absolutely loved all the knowledge and help it provided

“Yesterday was so good for us as a salon

us,” Brigitte, Gillian Adams Salon

brand to be part of – you should be very

and Spa.

proud.” Bridgette Burchall, Edwards

and Co.

“The Real Talk event was absolutely brilliant. I hope we have more of this next

“Congratulations on a fabulous

year. You should be very proud of such a

event yesterday. Lots of wonderful

great day for the industry I have had so

speakers with a lot of information

much overwhelmingly positive feedback.”

and inspiration to take back to the

Sharlene Lee, Circles of Hair.

business and implement immediately.

34 REAL TALK

realtalkbusiness.com.au PLAY

“If you guys are holding this again this next year for everyone watching this – your future self will thank you for it.”

Dario Cotroneo

REAL TALK 35

Creating Conversations that Matter

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