The Link, Issue 24 by The AHLC

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The Voice of the AHLC

ON THE COVER

10 Just Launched, AHLC.org 3.0 20 40 Years & Counting! 24 Trichology Survey Results

FEATURES

7 8 18 23

Hair Solutions: Marketing Towards the Future Following a Path CWHL - 13th Annual Charity Ball Is Your Website Bringing Clients into Your Studio

IN EVERY ISSUE

21 Welcome New Members 30 AHLC Academy

Subscription Information:

Subscriptions to The Link, The Voice of the American Hair Loss Council are mailed FREE to members of the AHLC within the continental United States. International members are provided digital copies free. Please contact us for additional shipping rates if you are an AHLC member outside the US and wish to receive a printed edition. To become a member, renew your membership please contact Janine Thornhill, 615-721-8085 or log on to www.AHLC.org.

Issue 24, Winter 2017

The Voice of the AHLC

MESSAGE FROM THE BOARD Susan Kettering, AHLC Executive Director

It has always been a primary objective of the AHLC to make sure that those who suffer from hair loss are able to easily find the best qualified, most educated, and informed people who can give them the help they need. Of course, I’m talking about you, our members. You represent the best-of-the-best of our industry. Another primary objective of the AHLC goes hand-in-hand with the first: To provide an environment of excellence, to set the bar for professional ethics high, to promote continued education in an environment conducive to peer-to-peer sharing, mutual support and full-on engagement with each other. Some of us like to call this, “Talking Shop.” Today, we are very proud to announce the all new, member-focussed, AHLC.org. Not just because it’s a fresh, beautiful new look, but more importantly, because of what it DOES for AHLC Members and for people suffering with hair loss wanting help. We’ve completely rebuilt the site from the ground up with our primary objectives in mind: We’ve made it easier for those suffering from hair loss to find you, our members, so that they can get the help that they need. So, your first order of business is to simply log in and update your New Business Profile. We also have outdone ourselves in adding additional value to membership by creating interactive spaces to help AHLC members stay engaged with and support one another. You can now “Talk Shop” from any device, desktop or mobile, any time, day or night, from any internet connection on the globe. So, if you like to Talking Shop, you’ll want to head over to the AHLC Member Discussion Forum and start some conversations there. On page 10, we will show you a few of the new features, only available to AHLC Members when you sign in to your account. We’ve done our best to make sure you understand, step-by-step, what each feature is for, and what to expect when you log in. We are sure you will find this guide helpful and informative and we’re sure that you’ll be as excited about it as we are. If you are not an AHLC Member yet, we invite you to browse this guide and consider applying for membership so that you can take full advantage of the new features. And as always, we’re here to help and support you whenever you need it. I look forward to seeing each of you online, on AHLC.org.

4 Issue 24, Winter 2017

The Link, The Voice of the American Hair Loss Council is the official, quarterly publication of the American Hair Loss Council. For information on advertising or contributing to content, please contact us: The American Hair Loss Council 222 Everbright Avenue, Franklin TN 37064 615.721.8085 or info@ahlc.org

The Link Staff:

Editor: Janine Thornhill Design and Layout: Thornhill Creative Creative Director: Terrell Thornhill

Thanks to Our Contributors: Nancy Hihar, Hair Styles Unlimited, Kenner LA Carla Najar, Marketing Manager, Jon Renau | easihair, Vista, CA Sienna Piccione, Hair Loss Practitioner, Hair Solutions, Inc,

North Providence, RI Belinda Rodriguez, A New You, Los Angeles, CA Christine Wong, COO/CMO, Children With Hairloss,

S. Rockwood, MI

AHLC Board of Directors Peggy Thornhill, President Joseph Ellis, Vice President Susan Kettering, Executive Director Betty Ann Bugden, Secretary Marsha Scott, Past President Janine Thornhill, AHLC Administrator

The opinions expressed in The Link, The Voice of the American Hair Loss Council are those of the authors and do not necessarily reflect the views of the American Hair Loss Council. The advertisements in The Link do not necessarily reflect the beliefs, opinions or attitudes of the AHLC and does not imply product or service endorsement. The American Hair Loss Council © All rights reserved. Reproduction in whole or in part without written permission is prohibited. Published for the AHLC by Thornhill Creative. www.thornhillcreative.com

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The Voice of the AHLC

Hair Solutions: Marketing Towards the Future Sienna Piccione, Hair Loss Practitioner, Hair Solutions Inc., North Providence RI

or over 20 years, Hair Solutions has offered premier, yet affordable, hair loss solutions to Southern New England. Hair Solutions is a family owned hair replacement salon. Linda Piccione, founder of Hair Solutions, began her career at Hair Club. After spending over a decade working at Hair Club, Linda realized that she wanted the opportunity to give her clients more personalized attention. In 1997 Linda took her expertise in hair replacement and opened Hair Solutions, Inc. Linda has since grown Hair Solutions into a successful and wellrespected hair replacement salon.

The Piccione sisters :Linda, Sienna, and Taya As Hair Solutions continued Hair Solutions Inc., North Providence RI to grow, Linda’s two daughters, Sienna Lyn Piccione and Taya Lyn Piccione, joined Hair Solutions would need to attract her as hair loss technicians at the new clients, especially younger clients, salon. The Piccione sisters are not only in order to ensure they have a client licensed in cosmetology/barbering but base of their own for many years, just are also both college graduates. Sienna as Linda had. and Taya took it upon themselves to revolutionize the way the company The sisters are now implementing an markets the Hair Solutions brand. Once innovative marketing strategy at Hair Sienna and Taya became a part of the Solutions. This strategy has two pillars: business world, they both noticed the Social Media and the Internet. The first, effect that technology was having on Social Media, is one of the most powermarketing. The sisters grew up in the ful tools of the 21st century. Sienna hair replacement industry, so as they and Taya have created a Hair Solutions began their careers they realized how Facebook page which has already essential it was for their business, and helped them successfully capture new the industry as a whole, to evolve with clients, several being younger clients. today’s technology. They are also in the process of creating a Hair Solutions Instagram account and The Piccione sisters noticed a trend: well written blog posts. Social media the majority of Hair Solutions clients is a powerful tool for advertising in were older men/women who had been general, but especially for the millenclients of their mothers for years. They nial generation. knew that in order to remain successful

The second pillar of the strategy is the Internet. Sienna and Taya are improving their businesses marketing through the implementation of a newly updated, mobile optimized, Hair Solutions website. The website displays, graphics, new fresh innovative looks that load quickly, and the key elements are clear and easy to read on smaller screens. The Piccione sisters hired an IT professional to ensure that their website is up to the standards of today’s world. One of the benefits of hiring this IT professional is that the Hair Solutions website shows up near the top of the results for relevant key word searches. This is important because when potential clients search the Internet for key words related to hair replacement in Rhode Island, they will find Hair Solutions Inc. It is also a major advantage to have the Hair Solutions website mobile optimized as the younger generation spends a significant amount of time on their smart phones. This new and improved Hair Solutions website has also helped bring in several new clients. Linda, Sienna, and Taya are in the process of growing their business and taking full advantage of their new and innovative marketing strategy. Social Media and the Internet are two of the biggest influences in today’s world; Hair Solutions is utilizing these two powerful tools to reach their goals. The Piccione girls’ feel that their new approach to marketing is the way of the future in the hair replacement business. Issue 24, Winter 2017

The Voice of the AHLC

Following a Path Belinda Rodriguez, A New You, Los Angeles

As a child growing up in South Central LA, I was known as Bertie: the girl trying to find herself and who was always praying for guidance. As the only child of a single parent, I was unsure of what career I’d find myself in later in life. But what I knew from a very young age was that I wanted to be of service.

Belinda Rodriguez of A New You, Los Angeles

At the age of 19, God directed my path to Cosmetology school. I wanted to help those having hair insecurities, to give hair hugs and hair love to every client that God put on my path. And He saw that I was faithful. That’s when the gifts came. He blessed me with a solid foundation from hard work, long hours in the salon and out of the salon, and staying focused. But everything comes in God’s time. I was constantly seeking knowledge from mentors like CC, who first believed in me. She taught me to not only excel at my craft, but to also give back to the community. One example of this was the policy at her shop where she offered free haircuts to homeless clients every third Sunday of the month. To this day, I think of CC when I volunteer my time and services to the American Cancer Society, styling and fitting wigs for clients in their time of need. Another irreplaceable mentor of mine was Dawn Harrison, who taught me to work smarter, not harder, and to go the extra mile for clients. It was Dawn’s influence that brought me to AHLC and allowed me to live my dream with a support team of professionals and artists with a common goal: to have a good life and live our dreams,

8 Issue 24, Winter 2017

I will continue to support AHLC just like they have done for so many of us. The plethora of educational opportunities provided at the AHLC annual conference include so many professional vendors and educators sharing their experiences, their strength and hope for the hair replacement community. New or old, there was something there for everyone wanting innovative solutions or anyone not wanting to rest on their laurels. I met so many people from across the US that have turned into new allies, with whom I stay in contact frequently, just for support. And if there is anything that I want to learn with regards to hair replacement, AHLC has the solutions you need. Thank you AHLC, for my new life.

as long as we do the work to take the steps necessary for success. But we must remember that when one door shuts, it is for a reason. There is a place being prepared for you. Where you can feel the power of abundance. A wealth of knowledge to give to others. And that is how we all grow. One incredible experience I’ve had on my journey with hair was the AHLC conference. How exciting this 3-day conference was. No place in the world has offered anything like this selfless contribution that AHLC has organized. It was a conference for vendors, stylists, and the hair loss community, all under one roof. At the AHLC convention, something magical happened that has forever enhanced my career and I’m sure so many others. I was so glad to be a part of this wonderful experience .

About Belinda... Belinda Rodriguez holds over 30 certifications in hair replacement and color. A stylist for 30 years in the Los Angeles area, she has mastered the craft of working with all textures of hair. She has spent several years as an educator, donating time and services to the American Cancer Society. A member of AHLC for two years, Belinda specializes in extension installation and care. She designs her own wigs, performs alterations, and has worked on movie sets with well known clients who aren’t publicly known to be bald. Belinda works hard to secure trust with her clients, a skill she learned working under Elgin Charles at his salon in Beverly Hills. Belinda is currently working in Palos Verdes.

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The Voice of the AHLC

JUST LAUN

AHLC.ORG

THE ALL NEW MEMBERS ONLY

POWERHOUSE HOW-TO GUIDE

Here’s everything you need to know & how to take advantage of each new feature, how each can help you in your business and how you can use these awesome new benefits of Membership daily. All this available FREE to current AHLC Members! YOUR OWN FULLY CUSTOMIZED AND PERSONALIZED BUSINESS PROFILE Includes Google-Powered Locator Map Listing, your Logo, an Image Gallery, Social Media Integration & More. INDUSTRYWIDE EDUCATION & EVENT CALENDAR Never miss another opportunity! Vendors can now post their events. Register for AHLC events with a Click. IMPORTANT DOCUMENTS & DOWNLOADS CENTER AHLC Logos, Membership Documents, How-Tos, Educational Materials & More, all a click away. FULLY-INTEGRATED MEMBERS ONLY DISCUSSION FORUM Members Helping Members! Ask questions, get answers 24/7 and it’s Mobile-Friendly! THE AHLC MEMBER BLOG... PUBLIC & PRIVATE Public access to Helpful Hair Loss Advice. Members Only access to Industry-Related Articles. AHLC VENDOR PROFILES, DIRECTORY & DEALS! Vendors now can offer AHLC Member Only Deals and Discounts directly from their Profiles.

10 Issue 24, Winter 2017

The Voice of the AHLC

NCHED VER S I O N

. 0 3

I WANNA HOLD YOUR HAND Use this guide to help you get set-up in the new system. If you have questions though, we’re here to help. Call 615.721.8085

Issue 24, Winter 2017

FIRST THINGS FIRST: GET LOGGED IN. FIRST: Welcome to your new AHLC Membership account. Everything is new, and we promise, you’re going to love it. Everything has changed, but it’s changed for the better. It’s also going to be very easy. We’ve made sure of that. NEXT: Your previous AHLC.org log-in info and passwords won’t work anymore. We’ve moved your account info into the new system but you will need to log-in with your email address and new password, make sure your information is accurate, upload your company logo and complete your Business Profile. THEN: Browse the new features of the site. Visit each area, click around and test out the new features. Use this guide as a reference. It will tell you what each area is for and how to get there. Don’t worry. You can’t break anything. So, go ahead... Try it out. :)

COMPLETE YOUR AHLC MEMBER & BUSINESS PROFILE WHAT’S THIS FOR: Think of your New AHLC Member & Business Profile as one, single thing that does two very

different things. One purpose pertains to your AHLC Membership and the other pertains to your Business profile and listing on tour Locator Map and Referral Service. To keep members from having to fill out the same info twice, we’ve fixed it so that the private info stays private and only the stuff you want public (like your business location) is displayed publicly. SOCIAL SHARING YOUR NEW AHLC BUSINESS PROFILE

FILL THIS OUT: Complete

YOUR LOGO

YOUR OWN IMAGE GALLERY

your AHLC Profile on this form.

PERSONALIZED BUSINESS DESCRIPTION

CLICKABLE CONTACT INFO INTERACTIVE LOCATOR MAP LINKS TO YOUR SOCIAL CHANNELS And this is displayed to potential clients via our Locator Map.

12 Issue 24, Winter 2017

SEARCHABLE SERVICES & CREDENTIALS

The Voice of the AHLC

THE AHLC INDUSTRY EVENT CALENDAR WHAT’S THIS FOR: Nobody likes missing out. We already publish our Vendor member’s educational events in each

issue of The Link, but the Members Calendar will allow us to keep you in-the-loop in real time. Not only will it allow our vendor members to publish and promote their own events, but you will be able to register for AHLC sponsored events like our Annual Conference with just a click.

CLICK ON EACH EVENT FOR A DETAILED DESCRIPTION

CLICK ON AHLC SPONSORED EVENTS TO REGISTER

DOCUMENTS & DOWNLOADS

WHAT’S THIS FOR: Your online library of important membership documents, helpful how-tos, presentations and class notes from the Conference, AHLC Logos for use in your advertising, and more. We’re routinely asked for files so we’ve created a secure spot where only members have access.

Issue 24, Winter 2017

AHLC MEMBER DISCUSSION FORUM WHAT’S THIS FOR: We all love to talk shop. The Discussion Forum allows all AHLC members to do just that 24/7,

from any location, accessed from any device. Got a question or a problem? Post it to the forum. The value is that sharing our collective expertise simply makes us all better at what we do. Now we have our own place to do that. SEARCH THE FORUMS

SAMPLE FORUM DISCUSSION

THIS IS YOU! EDIT YOUR FORUM PROFILE

DISCUSSION TITLE

WHO’S TALKING

MESSAGE ATTACH A PICTURE LIKE & DISLIKE BUTTONS JANINE REPLIED

SUSAN’S REPLY

SUSAN REALLY LIKES PUPPIES

YOUR REPLY...

LIVE CHAT WITH OTHER FORUM MEMBERS PRINT ME -

14 Issue 24, Winter 2017

The Voice of the AHLC

THE AHLC BLOG: PUBLIC & PRIVATE WHAT’S THIS FOR: This is really a big deal. AHLC Members may contribute short blog articles either for public view-

ing (causes of hair loss, advice, etc.) or for members only (industry-related, how-tos, etc.). Each blog article will link back to your web site and we all know how Google loves inbound links. So, not only are you sharing your expertise, you’re boosting your search engine ranking in the process. That’s a win-win!

SAMPLE PUBLIC BLOG ARTICLES BLOG ARTICLE BLOG DIGEST

AHLC VENDOR DIRECTORY & DEALS WHAT’S THIS FOR: We owe an enormous debt of gratitude to our Vendor, manufacturer and distributor members

for their continued support. So much so, that we’ve carved-out a special place for them on the site. Retail members may browse the directory to learn about each vendor, search for specific types of products or read about the latest deals offered only to AHLC members.

SAMPLE VENDOR PROFILE VENDOR LOGO

AHLC MEMBERS ONLY DEALS

PRODUCT IMAGE GALLERY

SAMPLE VENDOR DEAL A Vendor Deal is accessed through a tab on each vendor’s profile. Deals may be anything from discounted products, special offers, education or more. It’s really up to each vendor. DEAL IMAGE

PERSONALIZED BUSINESS DESCRIPTION

DEAL TITLE OR OFFER

INTERACTIVE LOCATOR MAP CLICKABLE CONTACT INFO

DEAL DESCRIPTION OPTIONAL BARCODE OR QR CODE

LINKS TO YOUR SOCIAL CHANNELS

PRINT OPTION

Issue 24, Winter 2017

ahlc.org

16 Issue 24, Winter 2017

The Voice of the AHLC

JOIN US IN

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Issue 24, Winter 2017

The Voice of the AHLC

13th ANNUAL

SPONSORED BY

CHARITY BALL The largest annual fundraiser for Children With Hair Loss was held on Saturday, November 4, in Livonia, Michigan. Presented by Jon Renau, the Charity Ball is a night to celebrate CWHL’s recipient children in their largest annual fundraising event of the year! The evening included a fabulous hair & fashion show, featuring more than 20 of CWHL’s recipient children, ages ranging from 7 to 21, from over 10 states. The recipients participating in this year’s Charity Ball have many different reasons for their hair loss, including alopecia, cancer, burns, lupus and trichotillomania. Next year, the 14th Annual Charity Ball will be held Saturday, November 3, 2018. Event details and ticket information: www.childrenwithhairloss.us.

18 Issue 24, Winter 2017

The Voice of the AHLC

Issue 24, Winter 2017

The Voice of the AHLC

40 Years & Counting!

How to Throw an Open House to Remember Nancy Hihar, Hair Styles Unlimited Inc. Salon & Spa, Kenner, LA

e have all heard it a million times. Where did the time go? It’s been a labor of love, laughter, pain and tears and there we were, planning Hair Styles Unlimited’s 40th Anniversary Party.

We had a few hurdles to overcome before we could seriously think about such an event. Even though we have 3,000 sq. ft. of working space full of equipment, I figured we would need more space for the celebration. How will we entertain our guests? What food should we serve? Plus, we are short a stylist and a nail technician, so we have less people to help. I really had my doubts as to whether I wanted to tackle this on an already hectic schedule, but we live in the New Orleans area, but “What the Heck,” we never pass up a chance to have a party. The day of the party came and aside from caterers being late (they were coming in the back door as our guests were walking in the front) the event was a huge success. We sold a ton of product, makeup, hair and skin care products and gift certificates. We gave away door prizes every 10 minutes, and shared information with everyone present. My Advice: Don’t wait for your 40th Anniversary to have an Open House! It takes a lot of planning, costs quite a bit, will try your patience and drain your energy, but in the end, it was a lot of fun. We’ve learned from this process and may have another on an annual or semiannual basis. Good Luck on Planning your Celebration and God Bless!

20 Issue 24, Winter 2017

Here’s What We Did: Contact the American Cancer Society and request a speaker. Since our salon has volunteered for over 17 years through the “Look Good, Feel Better” program for ladies who are undergoing treatment for various forms of cancer, this is a great resource. Contact the Oncology department at our local hospital. Two nurses gave a presentation.

We solved the space problem by having two one hour sessions with a 30 min break in between and limited the number of guests. We called the local market, which has catering services, and ordered enough food for sixty people, plus extra for us. We ordered a “40 Years” banner.

Everyone on-staff agreed to represent their respective departments and offer coupons and product samples.

We printed colorful fliers for regular clients and handed them out as a reminder, or to pass on to friends and family.

Our resident massage therapist placed her massage chair in an appropriate place, and it was not long before she had a line of guests waiting for a 5 Minute De-Stress Massage.

We advertised invitations on Facebook.

Our Skin Care vendor, Glo, sent a skin care expert, who advised guests on the art of looking younger. Our Make-Up Artist stayed busy showing everyone highlighting techniques. For hair replacement, we had one male model and three female models, walking around, showing and discussing the type of hair they were wearing. Our color specialist had several before and after photos of beautiful color techniques she created. This piqued many of our guests to ask her opinion on hair color. We contacted a local photographer and booked him for the duration of the party.

We called a local well-known radio station and bought advertising time announcing our 40 Year Party. That was the most expensive part, costing upwards of $3,000. I probably would not do that again, as response was not as anticipated. Listeners need to hear a commercial a number of times before they even think about acting on it. We mailed invitations to clients we had not seen in a while. This was a great idea! We invited the mayor, city council members, and all city department heads. We requested reservations, and took their phone numbers to contact them the day before as a reminder. We honored two long-time female clients who have been faithfully allowing us to care for their hair care needs for the last 40 years. We hired two food servers and a clean-up crew.

The Voice of the AHLC

Welcome New Members!

To become a member or renew contact us at 615.721.8085 or log on to AHLC.org Caiden Britt & Buddy Hart High Maintenance Salon, Olive Branch, MS Caiden and Buddy have owned and operated High Maintenance Salon, since 2008. Buddy has been a cosmetologist since 2003 and Caiden since 2012. Both specialize in hair color and for the past three years have been working in non surgical hair restoration. Caiden also specializes in a multitude of hair extension methods. Buddy and Caiden enjoy changing people’s lives and being a positive influence on the world in whatever way possible. They are active in our community in Memphis, TN and surrounding areas, and love to give back and inspire others. Lair Vreeken, Lari Salon, Beverly Hills Lari has become a nationally renowned favorite hair stylist to Hollywood’s top models and actresses. She designs one-of-a-kind human hair compliments for men, women and children including film and theatrical clients who demand grew imagination and creativity in hair design. As a compassionate hairdresser for over 25 years, Lari has created natural looking, customized hair designs for her clients using the highest quality human hair available. “I feel immense satisfaction in designing hair solutions for both, fashion and health purposes, and welcome everyone to experience beautiful hair again.”

Cynthia Jones N.D, WTS Universal styles, Springfield, OH Cynthia Jones is a WTS board Trichologist certified by Elan School For Trichology. She holds certifications in Natural Health care, Hair extensions, Hair replacement, Custom wig fitting and has been a Cosmetologist for over 30 years. She has a wig boutique inside the salon and offer LLLT in the trichology center. Since a young child, Cynthia always knew hair would be a big part of her life. She loves singing and traveling the world for pleasure and education. She takes pride in educating each client on healthy hair, scalp, and wellness. Vern Cole, Hair Restoration Institute, Bloomington, MN A 1979 graduate of The Aveda Institute in Minneapolis, Minnesota, Vern Cole served as licensed cosmetologist and owner of a national chain of salons before founding the Hair Restoration Institute of Minnesota in 1982, providing hair restoration, hair replacement, and multi-therapeutic hair loss treatment solutions for men, women, and children. With three locations in Bloomington and St. Paul, Minnesota, and Fort Worth, Texas, his professionalism and depth of experience has made him a trusted leader in the hair restoration industry, as well as a much sought-after consultant, speaker, and author.

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The Voice of the AHLC

Is Your Website Bringing Clients Into Your Studio? Carla Najar, Marketing Manager, Jon Renau

The internet and mobile technology continue to change the way clients find, interact and connect with a business. People use Google to research products, read online reviews before they buy, and exchange their shopping experiences over social media. They are making decisions about whether or not visit or return to your business all the time. According to Think with Google, 3 in 4 clients who find local information in search results helpful are more likely to visit stores.

Ensure your website communicates the right message to your audience by following these key elements.

Think about it – What does your website say about your business? Your business website holds the key to a great first impression for potential clients and provides a way to engage current ones, and bring them into your studio. Consumers are also likely to dismiss you entirely if they think your website doesn’t reflect the kind of experience an alternative hair business should offer. Not having a website means losing business but a bad website can actually be worse since it makes your business look bad – literally!

WEBSITE MUST-HAVES: 1. Navigation titles that are easy to understand. Group products and services in categories that are descriptive and intuitive. Use the language of your clients and avoid getting too technical at this level. 2. Images that look professional, modern and appealing. Good websites are built around their target audience and market. Therefore, displaying images that reflect the needs of today’s alternative hair client is key. Refresh your website content and images at least every 3-4 months. 3. Contact information. It is common practice for retailers and hair replacement studios to have their business phone number at the top of your home page and visible on every page. 4. Feature best-selling products and services towards the top. Include a short description of such products and services and the benefits that set you apart from competitors. 5. Clear call to action. Add an instruction to the user to provoke an immediate response such as “make an appointment” or “speak with a hair replacement consultant” and include a phone number.

WEBSITE NICE-TO-HAVES: 6. Client testimonials. Include testimonials from past and loyal clients in text or video. Video testimonials are one of the most credible forms of customer endorsement, therefore, this format is highly recommended. 7. Video(s). Create your own educational videos or use promotional videos from top alternative hair brands. 8. Social media links. Integrate your social media channels into your website to keep your visitors engaged. Issue 24, Winter 2017

SURVEY RESULTS

The Voice of the AHLC

A PANEL DISCUSSION EXPERT OPINION • UNEDITED In the U.S., the title “Certified Trichologist” can be earned by receiving training for years or as little as a few days.

Read this article online in the Digital Issue of The Link Magazine:

We asked our Experts:

• Do you recognize this as an issue? • How does this affect the hair restoration industry? • How does this affect people seeking help with their hair loss? • What should be done about this? • Should there be some form of standardization?

OUR EXPERT TRICHOLOGY PANEL

PATTY WOOD, USTI, WTS Certified Trichologist Owner, Off 5th Ave Salon Bradenton, Florida

BOBBI RUSSELL, WTS Certified Trichologist Owner, Hair Therapy for Women, Tampa, Florida

24 Issue 24, Winter 2017

KARLA HURTADO Head First Trichology Specialist IAT member

WWW.ISSUU.COM/AHLC/DOCS/THELINK23/26

DAVID KINGSLEY, PhD, WTS President, World Trichology Society and British Science Corporation, New York

WILLIAM C. BLATTER AMCA, USTI Certified Trichologist, USTI Board of Directors, President, HLCC, Latham, NY

The Voice of the AHLC

Because we want to be understood, it bears repeating: The American Hair Loss Council was founded in the 1980s in-part, as a way to combine our resources and challenge those in our industry who were making false claims, deliberately deceiving the public for their own profit or simply doing sub-par work. Because, let’s face it. When the public sees terrible work, receives poor service or is taken advantage of, it affects us all. As we stated in the Message From The Board in the previous issue of The Link, we do not feel it is our duty to police the industry or try to impose some arbitrary “standard of excellence” that we all should aspire to. Instead, we fully understand that our industry is at it’s best when we collectively determine what’s best for it. We self-regulate far better than most industries simply because it’s in our best interest to do so, and we’ve always done a pretty good job. We call these “best practices” and for most of us, they are second-nature. As the Hair Restoration Industry’s only non-profit trade association, we do have a responsibility to our members and to the industry as a whole. But ultimately, we each are responsible to our clients and our customers; those suffering from hair loss. We all want the same thing and we each have a passion for it. To help the hair loss sufferer and to earn a living doing what we love, helping people. With this responsibility in-mind, we do feel that it is the place of The American Hair Loss Council to start the

conversation. To ask the hard questions and hear what the industry has to say. To “stand up and speak, and to sit down and listen.” Today, there is a growing confusion in the marketplace. Our customers are reporting it. Our members are struggling with it. Yet, it seems that nobody wants to talk about it. At the risk of mixing metaphors, we feel that it’s time to acknowledge the pink elephant in the room. Traditionally, it took years of intense dedication and study to earn the title “Certified Trichologist.” Now, one may become certified by any number of official bodies, in as little as a few days. This, combined with the myriad of similar-sounding certifications currently offered only add to the confusion of the market. And as a result, people suffering with hair loss simply can no longer make an informed decision as to where to get help. Meanwhile, those who have put in the years of necessary study are finding themselves in a frustrating situation, unnecessarily competing with technicians, armed with fresh certifications from a weekend class.

So, we asked the hard questions and we invited the industry to answer.

Here’s what YOU had to say: Over 200 people currently working in the hair restoration industry answered our survey.

Issue 24, Winter 2017

From the Comments: Trichology should be a 4-year+ degree. I strongly feel that Trichology should be recognized on a State level. Trichologist should have to pass a State Board just like Cosmetology, Esthetics etc. It’s confusing, but research shows consumers have no idea what a Trichologist is.

It divides industry professionals to “us” and “them.” Only those who went to expensive schools care about what school anyone else went to. And it shouldn’t be about that if you have stylists who have studied in shorter programs producing great results because they’re putting their knowledge to practice.

I believe that every hair replacement studio should be educated on Trichology, it will help the consumer. Just do not try to do what a Trichologist can do without the full training. It becomes a problem when people who are not qualified to give treatment start trying to treat clients.

I believe that nonindustry professionals and companies jumping on the bandwagon to make a profit with no real passion or integrity for our industry is greatly contributing to all the confusion. The public doesn’t understand the concept of trichology so it does not matter.

From the Comments: I’ve had consultations where the client asked, “Why is your certification a 3-year program, and others only a few days?”

26 Issue 24, Winter 2017

Clients feel like they should pay me less because someone less qualified is charging less and using the same title as me.

SURVEY RESULTS

The Voice of the AHLC

From the Comments: Education will help consumers, but do not title yourself as a Trichologist unless you are a Trichologist.

Me and two of my employees took the Hair Visions Head First weekend course and we all learned a lot. It was stressed in our class that we were not Trichologists. That title is earned through much more education and training.

People outside our They’re confused on industry have NO idea where to go because where to turn, they go they see people with to their dermatologists “prestigious credentials” who often aren’t helpful. and no results and people with minimal One cannot learn credentials getting great in two days what is results. required to become a Certified Trichologist

AHLC MEMBERS: LOG IN AT AHLC.ORG AND CLICK OVER TO THE DISCUSSION FORUM. CONTINUE THE DISCUSSION

We’ve already started a new discussion thread on this topic. We’d love to hear what you have to say.

Issue 24, Winter 2017

From the Comments: I don’t right now see any good answer to solve the problem. It’s all about greed to make fast money and I’ve seen certificates given for one day classes.

I don’t know the answer. The federal won’t do it and from being involved with state boards, I know they aren’t interested. We do need some kind of guideline so it doesn’t reflect poorly on our profession.

I would say industry supported professionals “actively” practicing Trichology and spend a minimum of 16 hours weekly seeing cases studies beyond the common Androgenetic Alopecia.

Maybe a combination of studies and experience should be required. I have been in our industry for numerous years. I’ve also seen companies that seems to me, only focussed on profit. We need someone to oversee that any education is more than just that!

knowledge is wonderful, but that doesn't make you proficient in it. I think there should be a license.

The states already regulate post-secondary non-public diplomas. A combination of Dermatologists, non surgical hair loss professionals and the licensing regulation departments.

From the Comments: Trichology is a continual education training, when you enter the industry from Cosmetology. At the end of the day, are receiving the same results from the training received?

28 Issue 24, Winter 2017

Who is teaching is more important than time. Our business is better if we have support as we are learning.

Depending on the person’s ability to devote the time, maybe months or years. Being exposed to UK and Australia, they both require years to complete and earn the title.

SURVEY RESULTS

The Voice of the AHLC

From the Comments: If they have been tested and passed and have an active practice that they have lead with integrity, I feel they should be grandfathered into any additional standards. Don't use the title at all unless you have finished a full 2 year program.

This needs to be looked at more closely! Maybe they could get more education if they fall short. Go back to school and get educated by a honorable school. When these schools started they held students to a high standard. They all need to go back to that.

Many people have a certificate, but unfortunately that doesn't make you qualified.

do the work. If you work for a studio it is up to that studio to require a certain level of expertise.

Revoke any certification and follow the correct path.

They shouldn't be able to use the title until they've been trained and tested (practical test and written) and have passed.

If you went to school or were trained and certified then you are qualified to use the title and

Finding a way forward Clearly, this is an issue that many feel strongly about. It is our hope that as an industry, we can continue this discussion with honesty and fairness. One thing is for certain though. This industry is ours. It belongs to each of us and we each are responsible to each other. It may not be the most popular ideal, but to talk about issues, openly discuss and collectively decide what’s acceptable, fair and best for our customers is a benefit that few industries can boast about. We’re proud to belong to an industry in which we can do just that.

Continue the discussion in the AHLC Members forum at AHLC.org. Issue 24, Winter 2017

The Voice of the AHLC

AHLC ACADEMY HairArt

Hair Visions International

HairUWear

February 18-19, Hyatt Regency 2999 Windy Hill Rd, Marietta, GA REGIONAL ACADEMY, TWO DAY WOMEN’S HAIR REPLACEMENT CLASS Gemtress’ Two-Day Women’s Hair Replacement Certification Class offers an in-depth curriculum with hands-on instruction. Learn the perfect type of attachment to resolve any woman’s level of hair loss. Our expert instructors will provide educational training for your staff that will empower them to offer this valuable service to your customers. March 11, Gallery One Hotel, Ft. Lauderdale EXCLUSIVE HEAD FIRST BUSINESS SYMPOSIUM March 12, Gallery One Hotel, Ft. Lauderdale 20/20 FORESIGHT STRATEGY+ BUSINESS FORUM March 13, 5200 NW 33rd Ave., Ste 100, Ft. Lauderdale HAIR VISIONS INTL. CORPORATE OPEN HOUSE March 25-27 ON RITE/GEMTRESS 3 OR 4 DAY HANDS-ON HAIR REPLACEMENT & MEDICAL HAIR LOSS CERTIFICATION March 27 ONE-DAY MEDICAL HAIR LOSS CERTIFICATION CLASS

INTENSIVE ADVANCED HAIR REPLACEMENT TRAINING Hairart Salon, Los Angeles, CA Date: Open (call for available dates) Learn everything you need to know about the hair replacement business from one of the leaders in the industry. HairArt has been in the hair replacement business for nearly 40 years and founder and head stylist, Doris Yu will teach you all the intricacies of the business; from how to discuss with your clients the delicate nature of hair thinning/hair loss and recommending the correct solutions, to making a mold, proper hair ordering, techniques for applying perm and semi-perm attachments, performing proper hair ventilation, cutting and styling. You will get an intensive hands-on training on mannequins and actual clients, so by the end of the course, you will be able to incorporate hair replacement solutions for your clients immediately and add to your portfolio of services. Techniques and client interaction are crucial for success, so a one-day or two-day course is not enough practical experience to fully understand, which is why we strongly recommend a minimum of a one-week course. *All training materials and hair are included in the cost of the course. Mannequin, tools, and practice pieces are yours to keep. Cost: $6,000 for one-week course. $10,000 for two-week course Contact: (310) 217-8900

HAIRUWEAR ON THE ROAD February 11, San Francisco, CA, 8 AM – 5 PM March 5, Raleigh, NC, 8 AM – 5 PM March 26, Las Vegas, NV, 8 AM – 5 PM April 16, Ft. Lauderdale, FL, 8 AM – 5 PM May 6, Lenexa, KS, 8 AM – 5 PM May 21, Tulsa, OK, 8 AM – 5 PM June 25, Minneapolis, MN, 8 AM – 5 PM Teaches you everything you need to know about working with wigs, hair additions, and hair extensions. Includes Wig Construction, Styling, Customization, and Client Consultations. Beverages, morning pastries and lunch provided. HairUWear On The Road seminar kit included. $175, HairUWear Education Department, 888-389-4785

American Hairlines

INTRODUCTION TO NON-SURGICAL HAIR REPLACEMENT May 7 Lenexa, KS, 9 AM – 5 PM A full-day seminar introducing you to the many possibilities of non-surgical hair replacement and systems from American Hairlines designed to answer the needs of all of your hair loss clients. Beverages, morning pastries and lunch provided. $175 or $300 for HairUWear On The Road + Introduction To Non-Surgical Hair Replacement. Contact: HairUWear Education Department, 888-389-4785

30 Issue 24, Winter 2017

HAIR ACADEMY - FT. LAUDERDALE For over 20 years, the Hair Visions International Hair & Regional Academy’s have excelled in enhancing the technical and business sides of hair replacement to over 3,000 technicians and studio owners. And now with Head First Hair Loss Prevention and Scalp Therapy, studios are increasing their client base while providing additional services to existing clients. Strengthen your business with beginner to advanced training and education. The Hair Academy and Capilia Head First’s innovative training classes provide all that’s needed to excel in today’s market. We teach the latest application and styling techniques for men’s hair replacement grafts, women’s hair augmentation, hair extensions and focus on clients who are experiencing the beginning stages of hair loss through trichology training. Get the edge on the industry .

April 1-2 HEAD FIRST HAIR LOSS PREVENTION AND SCALP THERAPY CERTIFICATION CLASS Two-day hands-on Head First Hair Loss Prevention and Scalp Therapy Certification. The Hair Loss Prevention and Scalp Therapy certification class will educate you on the causes of hair thinning, hair loss and general scalp ailments. The Head First Hair Loss & Scalp Therapy program is an in-depth two day training course that certifies your salon as a hair renewal center. The Head First trichology program includes: • Two day hands-on workshop • Diagnostic assessment package including the analysis edition software • A Head First Advanced Scalp Care & Natural Hair Start‑up kit • Center listing on www.HeadFirstPro.com and an invitation to join a private Head First Facebook group • Marketing collateral for your salon • Ongoing technical support and webinar updates Call Hair Visions for registration information - 800-327-5555

The Voice of the AHLC

Jon Renau

CORE I AND CORE II March 25,26 San Francisco April 15, 16, Nashville, TN May 20, 21, Stamford, CT June 10, 11, Chicago area, IL The CORE Certification program was designed to support our retailers with the end-consumer’s needs in mind. CORE I CERTIFICATION A foundational class focused on the client experience Leads our retail partners through the complexities of client consultations, innovations in fibers, cap designs, proper care, etc Furthers our partners’ knowledge and expertise in alternative hair, setting them apart as professionals $150, Contact: education@jonrenau.com CORE II CERTIFICATION Offers advanced, hands-on education focused in elevating your service offerings. Hands-on demonstrations with cap alterations, cutting alternative hair, redirecting knots and styling of human hair to better service the end client. Elevates our partners’ business and service offerings, with the goal of increasing their market share. (Core I Certification is required.) $400, Contact: education@jonrenau.com

Aderans/IHI

TOTAL HAIR SOLUTIONS CONFERENCE March 24-26 Red Rock Resort & Casino, Las Vegas Learn from the experts! Total Hair Solutions Conference $259 for first person, $149 for subsequent group members Limited Seating - Enroll Today to Ensure your Spot Call: 800-328-0311

ATTENTION AHLC VENDORS You now can post your Events and Education to the AHLC Event Calendar on AHLC.org. Just log into your member profile, click Calendar Events, Add New Event. Give us a call if you need help.

Sherrie Renee

THE ALTERNATIVE HAIR FOUNDATION This is a two (2) day class offering theoretical and practical instruction on: • Hair Symbology and Emotional Influences • Brand Distinction • Client Lifecycle • Client Consultation • Hair Architecture and Design • Ordering • Chiaroscuro Artistic Rendering • Cutting and Styling • Care Protocol Applied color rendering technique, Chiaroscuro, is introduced and emphasized as a unique art form and signature to our alternative hair collection. CHIAROSCURO COLOR DESIGN This two (2) day intense workshop explores the “behind the scene” artistry, color chemistry, and unleashed creativity involved in successfully rending chiaroscuro color design • foundation of light and shadow, placement, proportion, and color choice. Learn chiaroscuro through applied observation and learned techniques • how to flawlessly fashion an undetectable, organic and artistically rendered hair enhancement * impart “connectivity” using chiaroscuro color for a seamless transition. • Chiaroscuro Definition and Our Adaption of this Renaissance Painting Technique • Foundation of Light and Shade • Chiaroscuro Terminology • Levels of Observation • Incorporating Chiaroscuro into the Ordering Process • Formulations for Creating Dimension and Realism • Specialty Pricing ADVANCED FULL CONCEPTS The Full Enhancement Advanced Concepts is an intense two (2) day course offering advanced knowledge and practical instruction in an intimate workshop environment to receive an advanced understanding of how to work with full enhancements. The following topics are covered: • Determining Full Enhancement Design • Accurately Measuring the Head • Simplifying the Ordering Process • Fitting, Alterations and Editing • The Art of the Finish Dates to be announced Contact Kelly Entwistle 410.456.8386, kelly@sherrirenee.com

AHLC MEMBER

SPONSORED EDUCATION Issue 24, Winter 2017

Brace for impact!

Two BUSINESS BOOST EVENTS that will open your eyes to the future!

When we meet face-to-face, we change our world!

Sunday, March 11 [Certified Head First Members Only]

EXCLUSIVE HEAD FIRST BUSINESS SYMPOSIUM Monday, March 12

20/20 FORESIGHT STRATEGY+ BUSINESS FORUM Sessions Include ~

• Strategy+ Business Growth • Strategy+ New Technology • Strategy+ Leadership Imperatives • Strategy+ New Marketing • Strategy+ A new referral program • Guest presentation from GOOGLE & more

PLUS

Tuesday, March 13

Special open-house event at the new Hair Visions International headquarters featuring new product demonstrations from 9 a.m. to 12 p.m. [RSVP requested]

249 PER PERSON

[INCLUDES COCKTAIL MEET/GREET, BREAKFAST & LUNCH Join us at the

GALLERYone Hotel in Fort Lauderdale, Florida

(for hotel reservations , go to http://tinyurl.com/y773pxbz)]

Call your business consultant today to reserve your seat at 800-327-5555 or logon to hairvisionsintl.com/foresight-forum/