The Link, Issue 27 by The AHLC

Issue 27, Autumn 2018

The Voice of the AHLC

ANNOUNCING

THE 2019 AHLC ANNUAL CONFERENCE

NASHVILLE AIRPORT MARRIOTT HOTEL AND CONVENTION CENTER

WHY HERE? We’ve reserved the entire conference facility for our event. Provides a more intimate meeting space for our members to mingle. Larger classrooms with live video for hands-on demonstrations 4-Star Hotel & Accommodations Brand New: Fully Renovated and Redesigned rooms Many On-Site Amenities VERY Convenient: Minutes away from Downtown Nashville, the Airport and Nashville Dining & Major Attractions We know you’ll love it too.

SAVE THE DATE! | MAY 4-6, 2019 ahlc.org/ forum

Let’s discuss... 2 Issue 27, Autumn 2018

The Voice of the AHLC

“I SAW THE ANGEL IN THE MARBLE

AND CARVED UNTIL I SET HIM FREE.” – Michelangelo di Lodovico Buonarroti Simoni

ON THE COVER

This issue of The Link features an entire special section dedicated to the Men’s Market and making men beautiful.

FEATURES 5 7 9 12 34

It’s Never Too Late to be Fired and Find True Happiness Welcome New Members What Does Fair Trade Hair Look Like? AHLC Forum - A How-To Guide AHLC Academy

THE MEN’S MARKET 2018 16 19 22 24 26 28 30 32

Popular Men’s Hair Styles - A Primer Catering to Younger Male Clients Catering to Older Male Clients HairUWear/American Hairlines: The Ever Changing Men’s Market Amani: The Men’s Market: Quality Matters House of European Hair: Beautiful. Hair. HairMax: Shedding Light on New Profit Centers HairVisions: The Men’s Market Isn’t What You Think It Is

Subscription Information:

HERE’S TO MAKING MEN BEAUTIFUL: PAGE 16

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 an AHLC member or renew your membership please call 615.721.8085 or log on to www.AHLC.org. Issue 27, Autumn 2018

The Voice of the AHLC

where questions find answers and challenges find support

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:

JOIN THE CONVERSATION

Editor: Janine Thornhill Design and Layout: Thornhill Creative Creative Director: Terrell Thornhill Contributing Editor: Flora Fuentes

Thanks to Our Contributors: Lance Centofanti, VP Marketing, Hair Visions International Nazy Curtis, Founder, Amani, Newport Beach, CA Flora Fuentes, Owner, Unique Hair Concepts, Ardsley, NY R oberto Gonzalez, Sales Director, House of European Hair

members helping members We all need help from time to time. Part of the AHLC’s mission is to provide a support network for our members so they can better help their clients. The Member’s Forum at AHLC.org is just another way we do just that. When you post to the forum, your message is instantly sent to over 300 AHLC members. Recipients are able to answer from any computer, tablet or phone, and before you know it, a conversation is born.

Andrea Green, Owner, Hair Professionals,

West Palm Beach, FL

G rant Gunderson, Director of Professional Sales,

Lexington International/HairMax

Michael Napolitano, President and CEO, HairUWear Christine Pusateri, Owner, Christine Pusateri Solutions,

Niles, IL

Sherri Renée, Founder, Sherri Renée & Co. David Schwartz, President, Hair Visions International

And often, just talking about it makes all the difference.

ahlc.org/ forum • log in • start a new topic • get talking

SEE PAGE 12 FOR A HOW-TO ON THE AHLC DISCUSSION FORUM Call 615.721.8085 if you need help logging in or using the Forum. We’ll walk you through it. :)

4 Issue 27, Autumn 2018

AHLC Board of Directors Joseph Ellis, President Susan Kettering, Executive Director Marsha Scott, Past President Janine Thornhill, 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

The Voice of the AHLC

It’s Never Too Late to be Fired and Find True Happiness! Christine Pusateri, Christine Pusateri, Hair Solutions, Niles, IL

Or... How a Game Show Saved My Business

hat do you do when you have only worked one place your entire career, 36 years, and you get let go? You go home, walk around your neighborhood in shock, trying to face the realization that after all these years you won’t see your favorite clients, won’t automatically put the car in gear in the morning, go through the drive through for coffee and head off to your home away from home. I had worked for that same company from the time I was 18. It was all I knew. I started to work as a hair replacement specialist a month after I graduated beauty school. I loved my work. I really had great bosses and became service manager with an office, expense account, and a great deal of respect. The only gap in my employment was when I left for a short time.

I always wanted children but had a stillborn and a miscarriage and I just was not able to become pregnant again. At 32, we adopted our son and I happily left work to raise a family. I stayed home and 5 years later we were lucky enough to adopt a little girl. The day she started first grade, I went back to work at the same studio I had stayed in touch and visited over the years. However, as Thomas Wolfe said, “You can’t go home again.” When I left, there was no Hair Club, no such things as bonds and all our systems were made in house by about 30 ventilators. The industry had changed dramatically but I welcomed the new changes. The new light weight systems were easy to work with, and full head bonds were new to the market.

I realized that even if I weren’t paid for this work, I would do it as a hobby.

When I made the suggestion that we should keep up with the times and use these new systems and bonding, I was not just shut down, I was fired. I was 54 and had never worked anywhere else. I went home wrote my first resume,

A look inside Christine Pusateri Hair Solutions, Niles, IL

looked on line at hair replacement studios and went to visit each one personally to give them my resume. I had never been inside another studio. I was hired the next day and took the job. Surprisingly, I found out something about myself. I was learning new things and showing my fellow workers what I learned. Shortly after, I received an offer to manage a hair replacement studio from a veteran that wanted to sell or have me run his business. We had a handshake agreement. I jumped at the chance! “Finally,” I thought. I learned so much from him. He was a wonderful man. The business grew! Our 2-year agreement turned into 8 years, I was now 62. Each time I’d inquire “When?,” I was told next year. Finally I got the nerve to tell him he had 6 months to give me a letter of intent, or I was going on my own. I was not getting any younger and we had an agreement. I think he didn’t believe me. We parted on decent terms. Long story short, I jumped in and took out a small business loan. It was 18 pages of paperwork and several calls to the bank that financed me. The village inspectors kept coming up with more things I had to fix and remodel. Remodeling was the fun part. I hired a cousin who was an architect, and he worked for half pay, also his brother who is a great carpenter, and a nephew that was an electrician. I hired a fantastic painter and overpaid a plumber! I learned from my mistakes, Article Continued... Issue 27, Autumn 2018

The Voice of the AHLC and I made plenty! I should have taken a larger loan. Taxes in Illinois are crazy. Everything costs more than you think and salaries with social security and worker’s comp, and commission, are a lot more than the hourly wage. There are things I did right. I learned what I

The American Hair Loss Council has been a tremendous asset. I am very grateful for all the wonderful advice and knowledge I have been able to attain through the council. I have made wonderful friends and colleagues.

liked and what worked and what didn’t work, after being employed by others. I had found a great space with room to grow and plenty of parking. It has street presence, enough to be noticed, but not enough for others to quite figure out what we do. I knew my vendors and had established a good relationship managing other companies. People told me I was CRAZY! At 62, everyone else was retiring! I realized that even if I weren’t paid for this work, I would do it as a hobby. I am so happy I made the move. I also realized I wasn’t really ready before. Working for one company for so long basically kept me dumb! I had no ongoing education and was not exposed to anything new. Both jobs I took after being let go taught me so much. I made a lot of contacts in the field. I knew what I wanted in my own studio, and I knew what we would need to start. My husband was stunned and proud, in how fast we moved and opened, I signed my lease in December and opened February first.

6 Issue 27, Autumn 2018

I knew I would have my following to start. If you’re doing hair since you’re 18, you have a following. It’s funny though, the clients your were sure would follow you don’t and one’s you would never expect are the most loyal! That first month, it snowed like crazy and no one would come in some days! I hired two very young girls to train and told them, it will take a year to build a following for them, but it would happen. We tried everything! We did a Groupon for manipedi’s, just to get people in the door. My one stylist had worked in a nail salon as she went to beauty school and we had manipedi equipment left by the previous renter. This brought in over 200 people in 6 months who would have never walked into the salon otherwise. We did a women’s hair loss seminar which brought more people in. The men that were my loyal clients came but I was still in the hole. I was petrified. I had a big space that I loved , with plenty of parking , and wanted to keep it. Coincidentally, auditions for Who Wants To Be A Millionaire came to my area. I thought, “What the heck, I could use the money!” I auditioned 3 times and out of thousands, I got a second interview. The third time they asked if I could fly to Connecticut (at my expense). Within two weeks of that first auction I was on set, taping a show. I am good at trivia but kept doubting myself because I needed the money. I walked away with $26,000. After taxes, it was enough to keep me in the black the first year. God has a way of working things out.

I can’t explain the joy of being successful after all these years. I’m 66 and having the time of my life! 60 hours a week worth! We are busy! My staff is outstanding and we are now concentrating on growing the right way as I hope to transition to more of an overseer. That’s my next challenge, but one I’ll face gladly! It is a difficult thing, deciding what to invest in for the shop for maximum return. That’s where the American Hair Loss Council has been a tremendous asset. Just meeting other professionals in the niche business has been eye opening. It’s great to be able to bounce off ideas with fellow business owners and it really helps you see things with fresh eyes. I am very grateful for all the wonderful advice and knowledge I have been able to attain through the council. I have made wonderful friends and colleagues. All these many ups and downs of my journey in the autumn of my years have been so productive and eye opening. Life truly is an adventure. If someone had told me in my twenties, when my only goal was to get married and raise kids, that after all that was done, I would pursue the biggest step in my career, I would have NEVER believed them! Being fired after all those years was the catalyst I needed to take a deep breath and pursue a dream. With the help and knowledge I have received from the American Hair Loss Council, the dream has become a reality! I am so fortunate where this life journey has taken me, and I can’t wait for what’s next!

Since then, I have done the hair on Undercover Boss, the Hamburger Mary’s Episode. My job was to take twin brothers and do identical hair systems so they were able to pose as one employee. They have since used me as an advisor on other shows. I have come to realize that it’s OK to take chances. Win some, lose some, but you can’t win if you don’ t play or take a risk. Celia Serrano ventilating a hair system at Christine Pusateri Hair Solutions

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Renée Fox-Rowe Radiant Hair & Skin LLC, Olympia, WA Renée understands, respects and is dedicated to helping Women, Men & Children find their most Radiant glow. She shares her vast experience & knowledge to help provide answers & alternatives. Whether your hair is thinning or growth & volume is limited for any reason, I believe there is help & hope.

Tonya Fairley TS Fairley Hair & Scalp Center, Covina, CA Tonya started in the Beauty Hair industry over 20 years ago. Erkkie Harris-Wells She began her journey as an Educator with L’Oreal ProfesMiyohara International Inc, Costa Mesa, CA sional. While with L’oreal she had a deeper understanding I am a Trichologist and was certified in England and France in of the science of color, the movement of cutting, and the advanced microscopy and have 25 years of experience. I pracimportance of Hair Health. She began to be called by her clients the “Curl Whisper”. tice trichology here in Orange County. Trichology is still pretty Once Tonya opened her first salon she knew she needed to give her clients Healthy foreign to most Americans who suffer from hair loss, my goal Hair. This depeend curiosity led her to become a Certified Hair Practitioner and is to share with other like-minded hair loss professionals other alternatives using triCertified Trichologist. Tonya’s growing knowledge of reasons for hair loss has led her to develop programs and treatments for her clients to ‘Erradicate Hair loss one chology in the right way to educate the professionals first and the consumers second on the real causes of hair loss and how we as the specialist may be of assistance in Strand at a time”. restoring the individual’s hair. Carla Lawson Diana Lopez, Carla Lawson Hair Extensions, Transitions with Apollo, Lubbock, TX Melbourne, Australia Former owners, Ray and Wanda Bair, retired in 2016. Lori Carla became interested in hair extensions at 16. She always Smith and I had worked at Transitions with Apollo together wished to have thick, luscious hair and became increasingly for more than 20 years and we decided to purchase the studio unhappy with the way her hair looked and felt. On a hunt instead of going elsewhere. At Transitions we specialize in hair to gain more confidence, Carla found hair extensions and she’s never looked back. replacement and are working to specialize in wigs for chemo patients. I believe we Through her career, Carla has learned from the best technicians in the UK and can always learn and grow. I am looking forward to next year’s conference. Europe and has gained an extensive client list. Issue 27, Autumn 2018

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The Voice of the AHLC

WHAT DOES

FAIR TRADE HAIR Sherri Renée, Master Hair Architect, Designer, and Educator for Sherri Renée & Co.

LOOK LIKE

Hair extensions and wigs have been in demand going as far back as the Egyptians. In Ancient Egypt, wearing hair was a sign of status, beauty, societal acceptance and political significance. In the late 1800’s, Victorian England was used by men and women as a sign of beauty and wealth. Photo: Refinery29: https://www.refinery29.com/2018/06/200036/human-hair-extensions-ethical-sourcing Since the 1960’s hair has been used for fashion, beauty and for modern convenience.

WHERE IS THE HAIR FROM?

Wearing hair has never been more accepted than it is now, with celebrities glamming new wigs every day, top hairstylists marketing their own extensions lines, and the internet reaching the masses through social media. While the stigma of wearing hair might be less, concerns about fair trade, ethical sourcing and “transparency” are on the rise. As an industry that provides an invaluable service to those in need of hair or those whose hair is an important component of self-expression, identity and/or livelihood, we are presented with some tough ethical and moral questions.

Where is the hair from? Are fair trade principles honored at the factory? Balancing the essence of our work between a) providing our customers with the products/solutions to their concerns at fair market prices, b) prospering in an extremely competitive marketplace, and c) understanding the social/economic impact of our buying choices - challenges us to look at our business in ways we may have never considered or have turned a blinded eye to.

The ugly truth is that most hair is either sold in third world countries where resources are low and jobs are scarce or where governments are in turmoil. Why else would something so personal as hair be sold as a commodity? Today, demand for human hair far outweighs the normal supply chain of the past. As a result, the poorer, overpopulated or oppressed countries are increasingly becoming more the target market to fulfill the high demand. For religious reasons, to help make ends meet, or simply to better themselves, their families and their communities, many women either donate or sell the last bit of their last personal vanity few at fair market prices, but for most, at an unfair and undervalued price.

Most hair comes from India, China, Eastern Europe (Russia, Romania, Ukraine), Italy, Myanmar, Vietnam, Cambodia, and Malaysia. Most of the Indian, Burma or Malaysian hair is either donated at spiritual temples as offering for gods (called tonsure, a sign of absolute devotion or humility), collected in remote villages by hair traders, or in some cases, sold in open hair markets where they are paid directly. Unfortunately for much of the hair, by the time it arrives at the factories or even in salons, the source and means in which hair was acquired are unknown.

“In terms of marketing, it’s up to the integrity of traders all the way along the line to specify what hair is what. Quite a lot of mislabelling goes on and often the people buying it don’t ask Where is the hair sourced and questions anyway. This applies to the are donors paid fairly? consumers in the salon too,” according to Emma Tarlo, author of EntangleAfter much research, it’s easy to idenment: The Secret Lives of Hair. “People tify the physical origins where most don’t want to be haunted by the hair is from. The more difficult answers ghosts of the people from whom the are tied to how it was obtained. Ethical hair has come. There is still a ‘yuk’ factor questions arise: What were the circumto the whole idea of buying and wearstances in which the donor needed to ing other people’s body parts,” she says. sell her hair? Was the donor paid a fair “The whole supply chain is shrouded in price? Did the donor willingly sell her secrecy from beginning to end.” hair and at what expense?

Article Continued...

Issue 27, Autumn 2018

The Voice of the AHLC Russian and Brazilian hair, coined “the most luxurious hair is the world” is not without their own private stories. Lexy Lebsack, a senior beauty editor for Refinery29, researched the exploitation of poor women for their hair and discovered an alarming truth: “Collecting a large amount of quality hair requires women to give it voluntarily, so it’s more common for hair dealers to travel from region to region buying hair from disenfranchised women until the supply dries up. This is why a lot of hair right now is coming from places like Myanmar, which has suffered a catastrophic genocide over the past two years, or Ukraine, since it’s still recovering from a revolution and in a land dispute with Russia over the region of Crimea. In fact, some Russian hair Instagram pages are geotagged from inside the conflict zones, and exporters we spoke to claim that Russian military officers often have hairselling side hustles. “ “The same is the case for Venezuela, where starvation from a government in turmoil has driven women to walk to the Colombian border; there, booths are set up to shave or cut hair for pennies on the dollar of what it’s actually worth. It’s been reported that Tunisia, a country that has been relatively unstable since the Arab Spring began in 2011, is also a hotspot for exporting hair. The one thing all these places have in common? The more disenfranchised the women, the less these dealers have to pay for good hair they can easily flip.”

Are fair trade values honored at the factories where our hair goods are manufactured? Of all the debates surrounding globalization, one of the most controversial and “hidden” involves trade and workers’ rights at overseas factories. Adversaries of workers’ rights argue that trading nations should be held to strict labor standards ~ covered by free trade agreements that focus on basic human rights: good working conditions at a fair pay.

10 Issue 27, Autumn 2018

What is Fair trade? Fair trade is a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized hair donors, producers and workers. Fair trade has become so much more than a commerce model. It is now a social movement in its own right, as a growing number of consumers choose products characterized by a commitment to improving conditions for vulnerable producers around the world. Today’s high global demand for hair, extensions and wigs often encourages compromise at the expense of hair donors, producers and factory workers. The practice of fair trade demands more responsibility from everyone involved.

Where to go from here? Brighter Futures Together summarizes the point well. “For a community to be sustainable, it must consider the effects of its actions on others, including communities in other parts of the world. It is important to understand that everyone has rights, and if life is to be sustainable, everyone’s rights must be recognized and no one exploited. If organizations, community groups, and individuals support and promote fair trade, they are contributing to the creation of a fair and sustainable global community.”

Here are a few ideas: • Awareness: Understanding what fair trade is / how it impacts the global community • Research/Education: Do the research. Ask the hard questions to those you buy from. Ask for alternatives. • Vote With Your Purchases: Support fair trade organizations by purchasing fair trade goods • Spread the Word: Help spread the word through client awareness, social media, and your community.

Photo: Refinery29

Fair Trade International has established basic principles for Fair Trade: INCOME SUBSTANTIALITY Earnings should fulfill basic household needs, regardless of volatile market prices. Fair trade standards ensure hair donors, producers and workers have the money needed to invest in their lives and their work.

EMPOWERMENT Fair trade empowers people to make choices for the good of themselves and their community, regardless of gender, status, position in society, or position on the globe. Rigorous standards give workers a voice in the workplace and the community.

INDIVIDUAL AND COMMUNITY WELL-BEING When people have the capacity to invest in better futures, the result is a healthier workforce and ultimately higher quality goods. Fair trade allows hair donors, producers and workers to decide how to invest the themselves and their communities greatest needs: often clean water, education and healthcare.

Environmental Stewardship Environmental practices have long-term impacts on the livelihoods of producers, families and their communities. Fair trade standards encourages better working conditions in the factories, communities and ultimately the planet. Sources: The Hair Trade’s Dirty Secret: The Guardian Shady: What the Fake Hair Trade is Hiding: Lexy Lebsack, Senior Writer, Refinery29 • Entanglement: The Secret Lives of Hair: Emma Tarlo • The Benefits of International Labour Standards: International Labour Organization • Workers’ Rights: Labor Standard and Global Trade: Gary Burtless • Brighter Futures Together: www.brighterfuturestogether.co.uk

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The Voice of the AHLC

a How-To Guide.

ahlc.org/ forum

Terrell Thornhill, AHLC Creative Director and AHLC.org Administrator

It’s a Problem. We all have perplexing issues and challenges that crop up every day in the world of hair restoration. These may be product-related, staff-related or due to a once-minor, but now-glaring omission in policy and procedure. Let’s just call it what it is. They’re “Problems.” And the truth is, we all have them and there’s nothing we can do to prevent them from popping up like a bad game of whack-a-mole. And just like the game, when problems are popping up, our natural instinct is to keep swinging, faster and faster, until it’s nearly impossible to keep up. But, there is a better way. No. We can’t prevent problems from popping-up. We just need more people… and more hammers. We always say that our members are the best benefit of membership, and it’s true. Our members love to learn from each other. And we believe there’s no greater resource than AHLC Members when it comes to the business of hair restoration. We see this played-out each year at our annual conference. Members bouncing ideas off each other, asking one another for advice, working-out solutions together with true concern and a heart to help. What we all needed was a way to continue these conversations and spirit of support throughout the year. The AHLC Member’s Forum provides exactly that.

12 Issue 27, Autumn 2018

When a Forum is More Than a Forum: The Members Only Discussion Forum at AHLC.org was launched in January, 2018. Think of it as a bulletin board that every AHLC member can see and post to. Each time a member posts a topic to the forum, an email is automatically sent to every AHLC member, including our vendor-members. Note: Users do have the option to adjust how much forum email they receive, what topics they are interested in, or to opt-out of receiving forum email completely (see

the section on page 15 entitled “What’s with all the email?”). When you receive a forum email notification, you can contribute to the conversation. Just click the link to the topic in the email, log-in if necessary, and add your comment to the topic. In short order, with your participation, a full-fledged conversation has taken place about that specific issue. So, not only is the person with the question benefiting from the expertise of other members, consider this. Since this is our private discussion space, each topic will be available (and searchable) 24/7, for future members who may have the same question or concern. And this is our bigger goal. To document the problems and solutions we all face, to preserve this support and advice for the future and ultimately help each other help those suffering from hair loss. This is important. This is our calling. This is why we built the forum. Yes, we all have something to say. In order that everyone be heard and are able to contribute, we’ve published this guide to help you take advantage of each feature. If you need help, please contact me at 615.721.8085. I want everyone who has an interest to be able to participate and have their voice heard.

WACK-A-MOLE: Maybe a fun game for some, but NOT a great strategy for problem-solving.

The Voice of the AHLC

what you Need to Know

This how-to is all you need to get in and get going in the Forum.

1 2 3

Log-In. The AHLC Member’s Only Discussion Forum is private, and accessible only to current AHLC Members. To log-in, go to AHLC.org and select LOG IN from the navigation menu.

Go to the Forum. After you sign-in, you’ll be directed to a landing page called The Member’s Resource Center. There, you’ll see all the features and benefits available to AHLC Members. Select the Go to The Forum Button.

Select a topic.

Once in the Forum, you’ll see all the topics (or posts) other members are already discussing. Each Forum Post consists of an initial question and any comments about that topic underneath. This is also called a “Discussion Thread.” Here you can: • Browse and read what others have contributed. Just click each topic. • Join the discussion and post your own comments to existing topics. • Start your own thread by posting a new discussion Topic. You also can: • Adjust your Forum Account Settings, add a Forum profile pic and set your email preferences. • Search all topics by keyword • Live Chat with other members.

Continued... This way, and I’ll tell you how to deal with all the email. You have options. :)

Issue 27, Autumn 2018

ahlc.org/ forum

The Voice of the AHLC

How-To continued...

So, What’s with all the email?

The software that runs the forum assumes that you want to be automatically notified (by email) each and every time anyone post anything to the Forum. This may or may not be true. I mean, if it were you posting a question to the group, wouldn’t you want as many people as possible, notified as quickly as possible so they could try and help? Yes. We all would.

YOU ARE HERE

P TI O

So, that said, and as promised, there’s a few options in case you are receiving more forum-generated email than you’d like. You may consider doing both options.

Set-up a rule in your email program. If you get your email via a dedicated program like Microsoft Outlook or Apple Mail. You are able to set a rule that basically says, “if I receive any email from forum@ahlc.org, file it automatically in this special folder in my mail program.” The benefit of this approach is that you receive all forum notifications as

they happen, and you’re still notified if there’s any messages you haven’t read yet, they are automatically filedaway in a special place where you can address them at your convenience. Search Google for “How to set up a rule in (insert your email program here)” and you’ll get much better directions than I can give you here. :)

Set your email preferences in the Forum The Forum allows you to change the frequency you receive automatically-generated email as well as select which type of notifications you do receive. To adjust these settings, log into the forum (as directed on page

13), click on your user account icon, select “Settings” and adjust to your liking. Note: If you not visited the forum for a week, an email containing a list of the top 20 topics for that week will automatically be emailed.

Left: Log into the forum, click on your user account icon (top-right) and click “Settings”. This is what mine looks like. Below: On the settings page, select your email notification options.

Get Help. Call Terrell Thornhill: 615.721.8085. We’ll make sure you’re taken care of.

Issue 27, Autumn 2018

The MEN’S MARKET 2018

POPULAR MEN’S HAIR STYLES A PRIMER:

Hair systems don’t have to be boring. Here are some styles that are easily attained when your client asks for a specific look.

FRENCH CROP

LONG CURLY HAIRSTYLE

A classic style that is one of the shorter men’s styles. Many confuse the French crop with the Ceaser cut. Although similar, the main difference is that the French crop has a longer fringe, while the ceaser cut is short.

Think Jon Snow of Game of Thrones. Just lightly scrunch and use a texturizing spray when drying.

LOW TAPERED FADE

MAN BUN

The fade part comes closer to the neck and ears. This is an alternative to the undercut.

Also known as the “bro bun” or the “hipster bun”. The actual hair cut for this type of man bun pictured is an undercut hair cut on the sides and back, which then accentuates the top knot.

MOP TOP FADE

POMPADOUR

This iconic hair style is long on top, pushed back or worn messy, the sides and back are cut into a fade.

A beautiful combination of two popular haircuts, the pompadour and the fade. While keeping the essential parts of the original style, the modern pompadour fade hair cut offers many variations. For example, men may choose high, mid or a low fade on the sides.

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The MEN’S MARKET 2018

FAUX HAWK TAPERED FADE

SKIN FADE

Aims to reproduce the mohawk without heavy shaving on the sides and back. Use a grooming spray and pomade to style towards the middle and upwards for the best outcome.

A particularly unique hair cut. The contrast of the shaved sides and a full head of hair on top is an instant attention grabbing hairstyle.

POMPADOUR WITH NATURAL SIDE PART

SLICK BACK

Fade on the back and sides with a natural side part. Top is graduated for a longer front. Blow dry with a small round men’s styling brush (quiff brush) for volume.

Classic hair style for men more inclined towards subtlety. May also be combined with a tapered fade.

SHOULDER LENGTH

TAPER FADE

Common for men ages 25 to 35. This hair style differs in the way the hair is layered, twisted or tucked behind the ear.

Most trendy of the styles for men, providing a masculine, clean look that may be styled casual or professional.

SIDE PART COMB OVER

UNDERCUT FADE

A contemporary hair cut combines a fade technique with a classic comb over.

Much like the fade- it involves short hair on the sides of the head and around back. Issue 27, Autumn 2018

Actual Client wearing the OLIVER1 INTRALOOP ATTACHMENT

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The MEN’S MARKET 2018

CATERING TO

YOUNGER MALE CLIENTS An Interview with Flora Fuentes Unique Hair Concepts Ardsley, NY Are most of your male clients older or younger?

Today, my male demographic is 23-35 years old. I do not have a lot of older men. It’s not because I’m not looking for them, it’s just worked out this way. Men are finding me through YouTube or through social media, and then of course through a Google search. I would say about 45% of them travel from out of state to visit us here in Westchester County, NY. People come from Massachusetts, Washington, D.C., Maine.

I started in the industry in 1990. At the time, the company that I worked for catered primarily to men, only about 20% of their clientele was female. They targeted their advertising budget equally between men and women. They took a traditional approach to advertising, radio and print, and it had been successful for years however it wasn’t working on getting new, younger male clients. When I branched out on my own in 2014, I took that knowledge and experience with me. I started from scratch with zero clients, but I knew I had to advertise in order to get people through my door. Clearly, the first step was to develop a really strong, modern, up-to-date website, which I feel is the number one priority for any company. It is the first and most lasting impression of your business that people get. Next, I started my social media pages and then finally concentrated on building up my YouTube channel.

How do you target younger male clients?

Video is hot. Right now, my YouTube channel has over 40 videos. If you are not doing video, and doing it on a consistent basis, you are missing out on a significant source of new clientele, particularly younger male clients who are looking for your services. I focus many of my videos on hair systems design, how we cut systems in, and really focusing on before and after results. I find that these types of videos, compared to traditional testimonial videos, are particularly effective in bringing in a lot of my male clients. I owe it a lot to YouTube. When I saw that it was working, I invested the time and the money in continuing to develop my YouTube channel. I now have over 1,000,000 views on my channel and I have about 4,000 subscribers and over 50,000 views per month.

How do you target older male clients?

I get a lot of that business from TV advertising, focusing primarily on local news. I run a lot of my TV campaigns through the morning news or in the evening. Most people don’t tend to fast-forward through a newscast. Most male clientele that I have acquired by advertising around the news is usually between 40 and 55. I find that even if someone saw me on television he tells me that he also went to my website and then watched my videos, whether there or via YouTube. But it is primarily because they saw it on TV, which then drove them to my website. Often during the consultations I ask potential new clients who have come from out town how they found out about us, why they chose to come here and is there something specific that interests them. Many times it’s that there is no one near them that offers what I offer. I also ask them whether they searched for another hair replacement center closer to them. Frequently they say they went to a local studio and the place was very oldfashioned, their website was very difficult to view on their phone, or they had the same pictures as everybody else had and it made them wonder if whether or not their work was authentic. When I was doing consulting work, I traveled all over the country visiting other studios. Frequently I was surprised that many studios had not remodeled in over 15-20 years. Simple updates like painting and changing out old photographs can go a long way.

Where do you advertise?

I’m all about not putting all my marketing eggs in one basket. I invest in TV, some traditional media as in magazine, or print ads. Website analytics are also important. When I’m running campaigns, I notice traffic spikes on the website, and I can see which pages they are looking at as well. Then I can continue to build on that interest.

Are your consultations different for younger clients?

When younger men come in for the first time, they often comment on how modern our studio looks. They love the photos; I have a gallery wall of different age group clients, they are not before and after photos, only after photos with modern cuts and styles. Many clients say they are familiar with the photographs because they have watched my videos. Issue 27, Autumn 2018

The MEN’S MARKET 2018

Does your experience ever come up?

When I sit down with an older man for a consultation it’s really more about trust and understanding. I have been doing this for over 25 years and they want to know my level of experience, a little bit more about my team, that I am offering the latest in hair restoration and they want to learn about what’s new. If it’s a younger client, he is not interested in how long I have been doing this. He just wants to know if my team and I are artistic and that we can give him natural results.

A fair number of older men that come in for the first time have either worn hair and for some reason decided they wanted a change or are new to hair replacement. The initial consultation for them is not really as much about touching and feeling a hair system, like it is with the younger guys. For these gentlemen, it is more about wanting to look natural. They don’t want their co-workers to make fun of them. Sometimes we have to design it in stages, start with a hair system with less density and then gradually build up to thicker hair until they’re comfortable with the results.

What about technology?

What questions are asked during the consultation?

Younger men are a lot more digitally inclined. Sometimes they have will photographs on their phone and frequently it will be of a celebrity haircut or they’ll mention a celebrity’s hairstyle. They have a specific idea of what they want and usually know exactly what they are looking for, the hairstyle they want, and if it will work with their hair texture. If they have curly hair they actually do have a realistic photograph of a man with curly hair. If they mention videos, I will bring it up on my computer and we talk about that specific one. They also love technology. During the consultation I use my microscopic camera tools and skin diagnostic tools that I use to determine if they have an oily or a dry scalp. They love to be educated and seeing all of that on a big screen. Invariably they tell me they have been elsewhere for a consultation and that no one took the time to really explain and educate them so they absolutely love that.

I also have Power Point presentations on my consultation room computer explaining the different processes and how they are done, along with the before and after photos of my own clients. My computer is attached to a large monitor. This really allows the images to pop. If I am looking at their scalp they see a large picture of their scalp, this helps them understand.

How has the consultation changed over the years?

When I started in this industry in 1991, we were told to never show the clients the hair. It’s was all about selling the dream and telling them how great they’re going to look. The mantra back then was, “Say less. Less is more.” I had to change that as time progressed because men want to see the hair, particularly the younger men. They want to understand how things are made. I lay it all out for them. I am very transparent and that reinforces my credibility. If new clients choose to go with a system that is considered more disposable, I explain that they may need 6-12 systems a year. I am not going to hope that they love the one I design for them and then later spring on them that they are going to need additional systems. I lay it all out for them so they know, from the beginning, what to expect. The vast majority of them have already seen my videos, so why should I not be transparent? There are other videos on YouTube showcasing men taking off their own hairpieces or re-applying themselves, I have found that clients are not interested in a DIY hair system situation. There is a reason why they come to my studio. They know they cannot do it themselves and need professional guidance. And truthfully, many of my clients tell me that all that can be overwhelming. They want to be able to wash and style their hair and get on with their daily lives. They want a professional take care of the rest.

20 Issue 27, Autumn 2018

I have a few younger clients who are very technically oriented and want to know all about the biomedical base material, why it’s hypoallergenic, and about the dermatologist testing. Others may work in a design house and all they care about is if they can create a particular hairstyle. They have already visited three or four other places and the bottom line for them is that they aren’t going to look like they are wearing a hairpiece and that it’s not going to look like every other picture on other websites. I have to play up my artistic side and talk about style, cut, and color. I educate them so they know that they can wear their hair any way they want and that they can use grooming products so they may change up their look on the weekend. I tell them that we will teach them how to do all of that. Then their eyes light up a little bit and I know we’ve made a connection.

Are younger men willing to spend on hair?

I find that younger men are ready to invest in quality. I know a lot of my colleagues will say that the younger guys can’t afford hair and don’t have the money. That is completely untrue. I have younger male clients traveling from Maine to Martha’s Vineyard, and many other areas ,and it hasn’t been a problem. They are pretty much aware of the costs because they have done their research online. If clients are traveling three or four hours, we will quote them a starting rate over the phone. I understand they’re driving quite a way and want to be sure they can afford it. I don’t usually provide prices to someone that lives locally and is coming for a free consultation. It’s very important to understand the younger, or millennial, mindset. Above all, they shop for quality. They are looking for someone who is artistic, authentic, and can give them the hairstyle they are looking for. They also don’t want to be wasteful. I have actually had clients tell me that they feel guilty throwing away disposable hair, whereas 15 years ago that wasn’t a big deal. Many of our younger male clients are not interested in shaving in order to wear a hair system. Its important to have various options available which are well crafted and is made specifically for them.

Any final thoughts?

There are men out there looking for us and our services. We just have to promote our services a little differently. I was one of the first to actually advertise hair loss services on I Heart radio and do pre-roll videos for hair on YouTube and Hulu. I know that we are hair people, but we can’t just be stuck in the same old rut and continue to do the same thing. You have to invest in digital and invest in your center. I invest in video and photo shoots that showcase only my clients. I also invest in my teams continuing education so we may provide our guests with the latest cutting and styling trends.

INNOVATION TO ADMIRE American Hairlines offers the ultimate solution in high-quality, non-surgical hair replacement for men and women where the latest technology meets unsurpassed style and versatility.

TREND ADVANTAGE

Nano Knot™ Technology Men’s extended wear top of head system featuring exclusive Nano Knot technology that uses the smallest hand-tied knots possible.

INTEGRATION PLUS

ELITE FUSION

DURABLE LACE

TREND READY

Women’s bondless top-ofhead system introduces our patent-pending Open Fusion technology, which places no stress on the hair and does not stunt hair growth.

Larger than Integration Plus, this new, fine mono, bondless top-of-head system features our patent-pending Open Fusion technology, or can be attached with clips or tape.

Superbly crafted with fine lace knots, this top of head system for men is designed for extended wear. A perfect fit for your active clients.

Faster, easier, and more convenient with V-looped hair vented at a shorter length giving him amazing style in less time.

Open Fusion™ Technology

Longer Lasting

Time-Saving

The MEN’S MARKET 2018

CATERING TO

OLDER MALE CLIENTS An Interview with Andrea Green Hair Professionals West Palm Beach, FL How long have you been in business? My husband and I started Hair Professionals over 20 years ago. We both met in the business. He had a business in Miami and I worked for a company in Fort Lauderdale. We moved to West Palm Beach in 1997 and started Hair Professionals. We had a really simple goal: To take care of our clients the way we thought they should, and we’ve been doing that now, quite successfully all these years.

What is the West Palm Beach market like for you? I would say being here in West Palm Beach and Palm Beach County, we obviously have a more affluent clientele. We also find that approximately 25-30% of our business is seasonal. Just last week I got a call from another AHLC member, referring a client to me. We have developed a good reputation within the industry over the years and we receive a good number of referrals from other studios whose clients are coming to our area for two or three months and they are looking for reliable, quality service. We also, when needed, refer clients to other AHLC members. I have a client moving soon. I called the new studio to let them know the client’s specific needs. We always coordinate with the other studio to make sure we take care of their client the way they expect. We want our clients to have the full confidence that the transition will be seamless.

In terms of the male market, what percentage of your clients are older vs. younger? I would say that easily 60% of our male clients are over 60 years of age. The older guys want to look their age, but they want to look good for their age. Younger guys want thicker hair systems and the latest hair styles, whereas the older gentlemen like more of a thinner look. We obviously have younger guys too, but they tend to have less money.

22 Issue 27, Autumn 2018

Living here in Palm Beach County, certainly everybody is trying to look good. I think it’s fair to say that there is a little more plastic surgery going on here, too.

What do you find to be the main difference between your younger male clients and your older clients? With the older men, you have to “wine and dine” them a little more. They are looking for somebody they can trust. Obviously they have been around. They are looking for stability and to a large extent they are also looking for guidance. Trust is very important to them. I take great pride in having a really great staff that has been with us for many years. That’s one of the keys to properly serving older gentlemen. I’ve built a really good rapport with most of my clients, and that really helps too. I have found that there is also a percentage that, with their income, they want to spend less but they visually want to look the same. We’ve been creative with helping them still keep that look and also keep them as a client. Younger men, and by that I mean the 20-35 year old guys, are coming in and are definitely more educated. They’ve done their research and they know what they are looking for. They are looking for particular styles and looks, and they want to know that we can deliver the look and feel of what they want. I’ve made it a priority over the years to be a very progressive studio in the way we keep our stylists continually educated so they know how to do those styles, and do them well. From a technical standpoint, these types of styles – high fades, pompadours, quiffs – mean you need to know what kind of product will work and perform well for those styles.

The MEN’S MARKET 2018

Hair Professional’s consultation room

Andrea and her longtime client, Jack

In many case these older guys have been wearing hair for a long time. That being said, we also have a fair number of older guys who are first timers as well. They’ve always wanted to do it and now they are doing it. But Well I think again, a young guy versus an older guy is looking at differI would say that a lot of them are coming from another studio and they’ve ent media and you have to be aware of which media works best for your just had bad experiences, so often I will win them over with a complimentarget demographics. I find by and large that older men still read the tary service. I believe once they sit in my chair and go through the whole newspaper. I did a newspaper column in our local newspaper for a very experience, I gain their trust. long time called, “Ask the Expert.” On Sundays and Tuesdays I was part of a I think in our industry we are very blessed and lucky that once you have panel of experts addressing different issues and one of the questions that a client you have them for a long time. You could have an unhappy client kept coming up over and over again was, “I am experiencing hair loss. What for a long time and it’s not easy for them to leave. It’s not like a regular are my options?” I was in the newspaper frequently and that definitely salon that they could go down the street. There is a lot involved in this created a big awareness for our studio among older clientele. industry. So with older men, we’ve definitely done really well with newspaper There is also a definite social aspect that comes into play with older and radio. With younger guys it’s all about social media and online videos. men. I remember when I hired my office manager, she to me, “You know what? This place is a lot like ‘Cheers.’” I said, “What do you mean?” She said, How is the initial consultation different “Whenever anyone comes in, you know their name, you know how they like their coffee. You know what sports teams they are following, everything.” regarding older vs. younger guys? I think that that’s really important. Especially for the older clients. Some What I find is that an older man is looking to be educated more. The of them are lonely, they may have lost their wives or whatnot, and I think younger guy wants to see, touch, and feel much more than older guys. that it’s nice to come to a place where they feel comfortable, are known, With older men, I don’t have to do as much show and tell. They are looking and they’re recognized. Believe me, if I hire somebody new up front they’re for comfort, services, a quality product, and expertise. Younger guys, they totally taken back and not happy. It’s definitely all about the personal want to see the product. touch, and not taking anybody for granted.

In terms of advertising, do you specifically advertise to older men, as well?

Issue 27, Autumn 2018

The MEN’S MARKET 2018

The Ever Changing Men’s Market Michael Napolitano, HairUWear President and CEO

HairUWear is very proud to be celebrating our 50th Anniversary this year. Our longevity is due to consistent unsurpassed quality, innovative design and superior customer service, but also to the insightful professional expertise that allows us to identify trends such as how the men’s market has changed over the past few years. The market is getting younger and also more youthful. Men are beginning to seek out hair loss solutions at an earlier age. They look to the hereditary traits of hair loss and make a game plan ahead of time so that they never have to be without hair. Some have recognized a pattern in this and theorize that men in their 40s and 50s didn’t want to look like their balding fathers, so they shave their heads. Similarly, the twentysomething grandsons don’t want to look like their shaved head fathers and are now turning to hair replacement to maintain the look of lush hair. This theory may or may not be true, but I can confirm that we’re seeing a shift in the age of first-time wearers from late ‘40s to late ‘20s. Also, for today’s open-minded millennials, alternative hair is more accepted. It’s no longer as taboo as it was even a generation ago. Men’s grooming services are a big business and steadily growing. Just like having a manicure, there’s nothing wrong with having enviable hair. In fact, new clients are often very knowledgeable about options. They know the

key terminology, can distinguish between system features and lead the conversation. Not only are younger and younger men wearing hair systems, men of all ages are looking for youthful, celebrity-inspired hair styles and colors. We see more men purchasing hair as a fashion trend, instead of thinking of program hair as a lifestyle change. While it’s still true that men can be just as upset, depressed and embarrassed as women about hair loss – and often want even more discretion than women when it comes to application – we see this changing too. Just as the transition occurred within the women’s market, men are beginning to flaunt their new hair. HairUWear and American Hairlines continue to lead the men’s market with the most natural looking systems that can be styled to achieve today’s most coveted looks. HairUWear offers your male clients a full spectrum of custom and stock options. The line of Trend systems by American Hairlines requires monthly servicing and is designed for men who always want a consistent look. Longevity is important for some clients, so extended wear options up to 6 months are also available. Our most popular systems are somewhere in the middle, and require servicing about every 2 months. Our HIM by HairUWear collection of men’s ready-to-wear wigs includes 8 stylish cuts.

MORE REASONS TO CHOOSE HAIRUWEAR & AMERICAN HAIRLINES Customer Service - Hair loss professionals rely on HairUWear and American Hairlines for our superior customer service. We truly care about making your business a success and partner with you every step of the way. Representatives are available during extended hours to answer your questions, and our own in-house custom order specialists can assist you with placing custom orders and communications throughout the production process.

Education: American Hairlines will customize an education platform that’s designed specifically for your studio, customized to your business model and tailored to your team’s individual needs. Marketing: HairUWear and American Hairlines provide unmatched marketing support including digital and video assets to promote your business with modern aspirational imagery that appeals to today’s hair replacement consumers.

Co-Op Advertising: With our co-op advertising program, your buying dollars are an investment that helps to grow your business. 24 Issue 27, Autumn 2018

The MEN’S MARKET 2018

ULTIMA BY AMERICAN HAIRLINES

A Bestseller! Studios consider this all-skin system our most natural-looking style. http://www.hairuwear.com/product/ultima

TREND III BY AMERICAN HAIRLINES

The density of this system is ideal for younger clients with less recession who want more hair to create today’s trending styles. http://www.hairuwear.com/product/trend-iii

TRIBUNE BY AMERICAN HAIRLINES

With a classic afro curl pattern, this system appeals to clients with natural texture. http://www.hairuwear.com/product/tribune

VIGOR BY AMERICAN HAIRLINES

Conducive to creating trending cuts and flat tops, Vigor is versatile for both the stylist and wearer. Multiple attachment methods, the greatest longevity of all American Hairlines systems, and affordability makes Vigor a good introduction piece for the first time wearer. http://www.hairuwear.com/product/vigor

ULTRA LACE BY AMERICAN HAIRLINES

All lace for sublime comfort and a natural look. A popular 2-month solution. http://www.hairuwear.com/product/ultra-lace

TREND ADVANTAGE BY AMERICAN HAIRLINES

Our newest men’s top-of-head system designed with our new Nano Knot™ technology for a supremely natural look.

http://www.hairuwear.com/product/trend-advantage

DARING FROM HIM BY HAIRUWEAR

Modern length, ready-to-wear hair for HIM. The lace front lets him wear slicked back or down and messy around the face. http://www.himbyhairuwear.com/product/daring

Amity Covell, Sr. Account Executive 888-417-5377 amity.covell@hairuwear.com Issue 27, Autumn 2018

The MEN’S MARKET 2018

The Men’s Market: Quality Matters Nazy Curtis, Amani, Newport Beach, CA

Androgenetic hair loss is seen in both men and women, however it tends to be more severe in men. It can start as early as adolescence and is characterized by a receding hairline and gradual disappearance of hair from the crown and front hairline. Other forms of hair loss include alopecia areata, thyroid disease, chemotherapy, protein deficiency, and low vitamin level. We, at Amani Hair, realize that hair loss from the scalp caused by genetics can be especially stressful since hereditary hair loss tends to be permanent. Our speciality is helping those who seek alternatives to surgery or follicle stimulation. We have an extensive selection of high quality top pieces. A fantastic choice for our young male clients (20’s to 30’s) is made from virgin European human hair with a very soft, thin and durable NC 500 lace. The hair has no grey and the color is absolutely natural and unprocessed. The exceptional baseline hair provides a large variety of options in terms of coloring; anywhere from ash tone to sun kissed blonde.

Introducing Amani Hair – Men’s pieces

Amani Hair designs and hand manufactures wigs and volume pieces for anyone experiencing hair loss. Our unique designs have been developed through the extensive research of materials, hair and manufacturing techniques.

26 Issue 27, Autumn 2018

Amani hair products must meet rigorous standards for quality, fit, and comfort. Our collection features beautiful natural hair wigs, volume pieces and hair extensions. We have faithfully served the end consumer for 20 years and now work with salons and hair loss studios so that they may serve their own clients with the same quality hair pieces. Amani’s approach to the men’s market is the same approach we have to every cosmetology market, never compromise quality. For the last couple years we have listened to many of our wholesalers, who specialize in men’s hair systems, and clients coming from other studios. Many would often complain of excessive shedding and dryness in men’s hair systems Poor quality hair systems are made by those who often rush the process of constructing the piece by quickly, single knotting the top of a cheap base cap to simply get it out the door. We are resolved to provide quality over quantity because it works, especially in this industry. The source of our superb pieces is 100 percent virgin European hair. What makes us different is that we begin with the finest quality hair and construct the piece accordingly. We put a lot of time and consideration in selecting the hair and we seldom rush to construct the piece. Quality matters.

The MEN’S MARKET 2018

The latest trends in men’s hairstyles rely on a full head of hair, whether natural or an undetectable system. 5 MOST POPULAR STYLES Comb Over + High Fade + Part + Beard Textured Spiky Hair + Low Skin Fade Brushed Back Hair + High Bald Fade + Beard Slicked Back Undercut Curly Fringe + Mid Fade

Our systems can be styled to any popular hair style. Create a perfect blend between a client’s natural growing hair and the top piece. When the quality of the hair piece is equal to the quality of natural hair the stylist can cut, color, and shape the hair as they would normally. Choose quality, choose Amani.

For information, about Amani or our products, contact our Newport Beach location

949-720-1118

info@newporthairlosscenter.com

Client wearing Amani’s OLIVER 2

OLIVER 1: ALL LACE. • Our newly-developed NC500™ Lace is very thin, light and durable, great for interloop™ attachment. • Size: 8”. 10” (24 cm . 18 cm) • Hair length: 6” (16 cm)

OLIVER 2: LACE/PU. • A diverse Transbase of super Mono and Polyurethane.Can be bonded or taped. • Size: 7 1/2’’ . 9 1/2’’ (19 cm to 25 cm) • Hair length: 6” (16 cm)

Issue 27, Autumn 2018

The MEN’S MARKET 2018

Beautiful. Hair.

By Roberto Gonzalez, Sales Director, pictured with Nancy Beltran, Account Executive, House of European Hair

Traditionally, hair loss in men was occurring roughly when they hit the age of 30. Today, we are seeing a trend of younger millennial men, ages 21 to 25, who are experiencing Male Pattern Baldness or MPB. The receding hairlines that people made snarky comments about aging celebrities, is now happening to them. For them, It’s all about the hairline and they’re seeking the best options. MPB could be genetic, but the science behind it is not clear on the causes. Others believe it could have more to do with the increased stress level in one’s social life. You’ve heard the term, Adulting? Yes, it really is a thing now. It is the stress of graduating from college, searching for employment hoping to land a job that will enable them to pay their student loan debt, without disappointing the family or moving back in with mom and dad. Society is not often kind and keeping up with the Kardashians and Adulting is not always inherently simple. With millennial men seeking out hair loss solutions, they are requesting super stealth-like hairpieces styled to align with their lifestyles. These are the challenges that can put a hair replacement technician/stylist or hair supplier in the elite category, to rise above the rest and to a millennial man: A beacon of light, his savior, or his guardian angel. I’m sure some of you may have heard similar words of endearment before, through a stream of happy tears, right? Recognizing and understanding the millennial man’s lifestyle needs are key to “speaking” to him; understanding him; letting him know you “get it”, and you are the keeper of many secrets. You know about the sword named, “Oath Keeper” in Game of Thrones? You could say you’ve named your shears, “Secrets Keeper”. The millennial man is also more multi-ethnic and multi-cultural now. They’re more knowledgeable than ever before. They’ve done extensive online research, looking at quality, style, specs, prices, etc.

28 Issue 27, Autumn 2018

Some of them may even know more than their consultant! With something so important to them, they want to know exactly what they’re in for, don’t even try to embellish the truth! They won’t take the bait. That being said, be prepared to answer some very specific questions. Your patience and cooperation will be rewarded with their loyalty. The millennial man does not want to fall into the “dude, you over did it” category that you’ve probably seen on some older men trying to regain the look of their younger, badass selves. Millennial men want to BE themselves, at this very moment. They’re looking for lightweight lace top base caps in smaller sizes (7x9), with low density hair. They’re looking at solid, ashier colors. They prefer their hair styled loosely in front, with longer bangs swept forward or side-swept. House of European Hair’s stock piece, “Tony” has been a popular choice, with millennial men for its lightweight, low-density European hair with customized highlights added for Summer months, rotating out for solid colors for Fall/Winter. We’re also experiencing a trend of millennial, middle-class Hispanic men from Mexico and South America as well as men from South Asia, India and the Bollywood crowd who are seeking hair loss solutions. Typically, hair loss was not common with these ethnicities. According to experts, over the past two to three decades, appetites for western food culture and the expansion of fast-food chains could be a dietary health imbalance factor, which some believe may lead to early hair loss in men. They are also seeking pieces with low density hair. Remember the big three American auto makers bail-out? They learned an expensive lesson in a very humiliating way. Don’t let that happen to you! Recognize and embrace these emerging demographic lifestyle shifts and you will experience longevity and feel a sense of accomplishment in this industry. The key word to keep your business relevant --- #Evolve.

It’s All About The Hairline! Pictured left: Tony, Color #2

The MEN’S MARKET 2018

VIKTOR Swiss Lace front and top w/polyurethane trim Rootless Knots 6” Hair Length Available in: 8x10, 7x9, 6x8, 5x7, base caps Medium Density http://houseofeuropeanhair.com/mens-pieces/viktor/

TONY Full Swiss Lace Rootless Knots 5” Hair Length 8x10 base cap Light & Medium Densities http://houseofeuropeanhair.com/mens-pieces/tony/

WILLIAM Swiss Lace Front & Top Cutaway System w/polyurethane trim 5” Hair Length Medium Density 8x10 base cap http://houseofeuropeanhair.com/mens-pieces/william/

ADAM Thin Skin Injection piece 5” hair length 8x10 base cap Available In: Thin Skin w/light density Thick Skin w/medium density http://houseofeuropeanhair.com/mens-pieces/adam/

WE’VE MASTERED THE TECHNIQUE OF CREATING COMPLETELY NATURAL LOOKING HAIRLINES. Call us about Customization. 888-HAIRART (888-424-7278)

@HOUSEOFEUROPEANHAIR

FACEBOOK.COM/ HOUSEOFEUROPEANHAIR

YOUTUBE.COM/ HAIRARTPRODUCTS

Issue 27, Autumn 2018

The MEN’S MARKET 2018

Shedding Light on New Profit Centers Grant Gunderson, Director of Professional Sales, Lexington International / HairMax

There are numerous reasons to include HairMax as part of your arsenal of products that work, are proven and safe for clients. HairMax is the pioneer in home laser technology. We were first to offer FDA cleared laser devices for hair growth and the first and only to conduct their own clinical studies and publish the results. HairMax has gone further than any other company by completing a total of 7 clinical studies. These studies included 460 men and women, were conducted independently, outside of HairMax by leading scientists and physicians in the field of hair loss at top medical research facilities and centers such as the Cleveland Clinic, the University of Miami and the University of Minnesota. Consider this: Nearly all other FDA cleared devices have used HairMax’s FDA clearance to obtain their own FDA clearance by claiming their device was similar to the HairMax device (also known as a predicate device). Learn more about our clinical studies at https://hairmax.com/pages/clinical-research-results. You are welcome to use these results in your own consultations. I suggest visiting https://hairmax.com/pages/before-after for actual, microscopic pictures from FDA studies showing the change to the hair and follicle after 6 weeks. These pictures show how undeniably beneficial laser therapy can be.

I spent nearly a decade managing and operating the clinical side at the Hair Restoration Institute of Pennsylvania. So it’s with confidence I can say that I have a deeper knowledge of our industry. From hair replacement to transplants, I have a unique understanding of how, when and why laser works, and why it doesn’t for some. There’s a lot involved with LLLT and I want nothing but outstanding results for all of our clients and yours. To this day, there isn’t another company that offers the type of help and proven products to AHLC members that HairMax does. Open our website during a consultation and show a potential client the photos from our studies. Consider featuring laser therapy during an open house. Call me and I’ll join you via Skype and be a part of your presentation.

2 WAYS YOU CAN PARTNER WITH HAIRMAX:

Buy direct from us at 50% off the retail price and sell to your customers at retail. Many sell 4 devices each month and earn $1,500-$2,000. There are also those selling 25 or more, earning $10,000 or more in a single month. Don’t want to carry inventory? No problem. You can refer your customers to Hairmax, get 15% off for your customer and receive a check from HairMax for 15% of all your referrals who purchased as well. We provide everything you need to get started including brochures with your salon’s unique code for them to use when they purchase.

HairMax has delivered over 1.5 million devices worldwide. We work with numerous professionals in the industry and we offer many different devices, because like most things, not one size fits all. We believe there should be Either way, you’re assured you are giving your clients the very best FDA a device for everyone, every budget, and every lifestyle. We just released Cleared products on the market and you get paid. When you’re ready to get a new Laser Cap with 272 diodes, under the name Regrow MD. We re engineered the laser cap and improved it by adding a soft inner liner called started, give me a call. I want to help you be as successful as you can. “Bio Light Comfort Design.” The liner not only is more comfortable, but it NEW GOODIES helps regulate exposure, so the scalp receives the just the right amount of Take a look at what’s new including our newly re-designed LaserBand41, therapeutic light and complete coverage. Other laser caps have nothing the new Laser 272 Cap with “Bio Light Comfort” Design, and our new close, and we offer a better design at half the price. That’s right, your cusDENSITY hair care line of products. Our DENSITY line of products are brand tomer can buy an inferior laser cap for $3000, or you can buy from HairMax, new and reformulated, 100% from the ground up. They include products the leader in the industry, and get a superior laser cap for $1,499. Why? that no one else has, including hair growth products and DHT blockers Because 15 years ago, the founder of HairMax was determined to provide an which are activated by red light! These new products are truly state-of-theaffordable, in-home solution for people with androgenic alopecia, someart. Finally, we have a line of hair care products that I am proud to promote. thing he suffered from. We could have easily entered the laser cap market Those who know me know that I have never promoted our Density line at $3,000, but that’s not in-line with the HairMax philosophy. I also know before, and didn’t use it in our own clinic. That has all changed with this from being involved with the AHLC that you also share this philosophy, that new line. You will be impressed and your clients will continue to purchase it’s not about how much money you can make, but instead, what’s best for these products for years. Yes. They are THAT good. the client and their needs.

30 Issue 27, Autumn 2018

The MEN’S MARKET 2018

NEW FROM HAIRMAX

THE DENSITY HAIR CARE SYSTEM:

SCIENTIFICALLY FORMULATED FOR THINNING HAIR By combining years of research in ingredients proven to work for thinning hair and the innovation of topical delivery systems, HairMax formulated a 3-step system which encompasses a unique proprietary blend of active ingredients designed to deliver maximum results. This complete hair care system works synergistically together with clinically proven science for thicker, fuller, healthier-looking, beautiful hair.

NRG8-pLEX - Proprietary complex that is unique to HairMax and has an innovative targeted delivery system. An exclusive proprietary blend of eight highly effective ingredients, including Caffeine, Apple Stem Cell, Reishi Mushroom, Niacin and Adenosine ATP that together provide the scalp and hair with increased energy, stimulation and essential nourishment vital for hair growth. NRG8-pLEX takes hair science to a new level with a targeted delivery system that focuses on the hair and biological aging of the skin. This delivery system maximizes the penetration of the actives and magnifies your hair results.

Call me to chat, learn, experience more and to get started creating a greater bottom line! Grant Gunderson HairMax, Director of Professional Sales Cell: 412-980-4247

Issue 27, Autumn 2018

The MEN’S MARKET 2018

The Men’s Market Isn’t What You Think It Is! David Schwartz, President, Hair Visions International Lance Centofanti, VP Marketing, Hair Visions International

For years now, the hair restoration business has referred to the “men’s market” as a total group it has been serving. They aren’t. The male clients it presently attracts are a very small fraction of the men experiencing thinning aging hair or hair loss. Men are still the largest potential market! There are some 50 million men in this country who have those conditions (compared to approximately 30 million women) and we aren’t reaching the large majority of them.

What do we do about this? Many solutions are available and Hair Visions International has been pursuing them all.

First: Have an understanding of the challenges of the current market-

place. Hair restoration companies face three main challenges today: • Cheaper on-line options • Boomers make up 70% of today’s customers, and are retiring at the astonishing rate of 10,000 per week • The messaging is way behind the technology and the media platforms

Second: Acknowledge the future of the entire men’s hair replacement

industry is in the hands of the Millennial, Gen X and Y demographics. If we don’t reach them the industry will decline. This group of over 140 million strong has changed the way the world communicates, and has made a significant impact on our society; on our economy and the way business gets done.

Third: How do we reach and connect with them? By not sending out the

same tired messages that their fathers and grandfathers responded to. They don’t trust those appeals. They don’t want promises & pretty pictures. They want information, scientific evidence, personalization and choice, presented by experts they trust.

32 Issue 27, Autumn 2018

Lance Centofanti and David Schwartz

Fourth: We have to be where their eyeballs are. Television, radio and

print alone won’t cut it anymore. They are on Google, Facebook, Instagram and YouTube. The good news is that these channels are more efficient, affordable platforms than the old media. The better news is that they are interactive. Prospects can respond to you, and they can share their findings with friends.

Diversity and New Technologies Rule! Let’s broaden our view of who to talk to. Many studios still treat only men or only women. Both need help! The ethnic markets are looking for you, too. And then there are all the people who don’t realize there are therapies that help them keep the hair they have, or restore aging or thinning hair. Do they know that maintaining a healthy scalp is the secret to having a great head of hair? All this talks loudly to their generation and allows hair restoration centers to compete in the new economy. The most important advantage of all! What to offer? Transplanta-

tion surgery, PRP, and laser work well alongside hair replacement systems. But there are other therapies that vastly increase our reach. Trichology, the science of hair and scalp health, offers solutions that address problems we’ve never talked about before! Keep the hair you have, restore thinning aging hair, or replace your hair after years of severe loss or sudden medical trauma. We’ve been ignoring all this potential. We can succeed and grow our revenue with just a few key things: new messaging, new therapies, new media, and new demographics. And all this leads to the most important advantage you offer: Being more customer-centric to offset cheaper options. Don’t just sell the therapy, the hair system, the treatment, or the cut-in. Sell the expertise, personalization, choice, caring and emotion that comes only from sitting in your chair. That’s what Hair Visions believes in and where we are going as an industry leader and as a partner to our valuable retailers.

The MEN’S MARKET 2018

EDGE SERIES

ELAN SERIES

OMNILITE SERIES

The Edge series of hair grafts offer the ultimate look for your most meticulous and demanding clients due to the micro construction of the grafts’ innovative lace and skin surfaces.

Elán series was created for “program clients” who require a thinner, more undetectable look and offers a variety of base designs to satisfy a wide range of client needs.

Two classic designs aimed for the growing demand for longer wearing hair systems. The OmniLite Reverse Wet Knot in the series creates a “freestyle” natural appearance.

HEAD FIRST HAIR AND SCALP TRICHOLOGY LINE A full product line for both men and women. Millions of potential customers are waiting for you to say one thing: “We can help you with your thinning hair or hair loss.” Become a certified Head First Hair Renewal Center. Visit: www.sales.HeadFirstPro.com

Issue 27, Autumn 2018

AHLC ACADEMY

THESE CLASSES QUALIFY FOR MASTERS CERTIFICATION POINTS

HAIRART

INTENSIVE ADVANCED HAIR REPLACEMENT TRAINING 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 40 years. 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 semiperm 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. Hairart Salon, Los Angeles, CA Date: Open (call for available dates) Cost: $6,000 for one-week course. $10,000 for two-week course Contact: (310) 217-8900

HAIRUWEAR

HAIRUWEAR ON THE ROAD 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. September 23 – Lenexa, KS October 15 – Pittsburgh, PA November 5 – San Diego, CA December 3 – Jacksonville, FL $175, HairUWear Education Department, 888-389-4785

AMERICAN HAIRLINES

INTRODUCTION TO NON-SURGICAL HAIR REPLACEMENT 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. September 24 – Lenexa, KS $175 or $300 for HairUWear On The Road + Introduction To Non-Surgical Hair Replacement. Contact: HairUWear Education Department, 888-389-4785

34 Issue 27, Autumn 2018

HAIR VISIONS INTERNATIONAL

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. September 10: One-day hands-on Hair Extension Class featuring UltraTress and Simplicity - All application methods October 21-23: On Rite/Gemtress two day hands-on Hair Replacement class and one day Medical Hair Loss Certification class. October 23: One-day Medical Hair Loss Certification Class

REGIONAL ACADEMY, TWO-DAY WOMEN’S HAIR REPLACEMENT CLASS 30 million women suffer from thinning hair. Whether it’s medical or genetic, you can give her a beautiful full head of hair again! 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. September 9-10: Chicago, Illinois - call for info HEAD FIRST HAIR LOSS PREVENTION AND SCALP THERAPY CERTIFICATION CLASS 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 November4-5: Two-day hands-on Head First Hair Loss Prevention and Scalp Therapy Certification. Call Hair Visions for registration information - 800-327-5555

The Voice of the AHLC

AMANI

INTRALOOP SYSTEM: The most innovative system to attach any base to your client existing hair without tape or glue, set yourself apart from your competitors by securing your exclusive area. September 23 November 11

HAIRMAX

EDUCATIONAL OPPORTUNITIES: Understanding LLLT and how to help your client and your business. Understanding how the new Density products improve growth and quality of hair Using LLLT in conjunction with the HM Density line to re-grow and thicken hair

240 Newport Center Drive Ste. 107 Newport Beach, CA 92660

Training available at your location and may be customized to meet your needs.

AHLC Members receive $150 discount, mention this when you call. Regular Price $700

Contact Grant Gunderson 561-314-2430 x119, 412-980-4247 (cell) to set up a training session for you and your staff.

Contact: Amani Hair, 949-720-1888 erika@newporthairlosscenter.com

EASIHAIR PRO EASIHAIR PRO CERTIFICATION In order to use our products, you must be certified through our education courses online or in person. LEVEL 1 CERTIFICATION Application, Removal & Reapplication of Tape in Hair Extensions Receive an understanding of the history of human hair extensions as well as instruction on consultations, hair damage and product care, color matching/blending, hair extension placement, cutting/blending, troubleshooting, removal/ reapplication, hair extension care, pricing, ordering, and returns. LEVEL 2 CERTIFICATION Cutting and Blending Techniques easihair pro’s introduction to “Basic Hair Extension Cutting and Blending” provides you with a foundational knowledge of custom tape in hair extension application. Our comprehensive online or in person tutorial focuses on six cutting, blending, and face-framing techniques that will ensure your clients look their best. LEVEL 3 CERTIFICATION Top of the Head Solutions Level 3 Certification is an advanced course. This course is an introduction to hair replacement including how to add extensions and hair pieces to the top of your clients head. LIVE 2-DAY REVIVE CLASSES Come join us at a live REVIVE 2-Day Hands-On Training Certification! Limited space available. Register today by contacting Customercare@easihairpro.com.

INTERNATIONAL HAIRGOODS

ONGOING EDUCATION Ongoing education takes place at our Development Center for retailers licensed in our exclusive Cyberhair, Micro Point Solutions and Private Issue programs. The classes include both classroom and hands-on training. Contact: Call 1-800-328-6182 to find out how to become involved and to schedule your training.

AHLC MEMBER

SPONSORED EDUCATION 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.

October 14 -15 - Minneapolis, MN November 4- 5 - San Diego, CA For more info visit easihairpro.com or call Toll-Free in US & Canada 855.704.4100 International +1-858.704.4100 Issue 27, Autumn 2018

BEAUTIFUL. HAIR.

ONE TOUCH IS ALL IT TAKES... Our virgin European hair is the softest, silkiest hair in the world. Since it has never been colored or processed in any way, its natural softness and luster are tangible. It also gives you the freedom to switch it up and customize to your liking.

to feel the difference.

Weâ&#x20AC;&#x2122;re Social! Tag us @HouseOfEuropeanHair

The Link, Issue 27

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