The Link, Issue 28 by The AHLC

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I N C L U D E

ANYONE “WHO ISN'T EMBARRASSED OF WHO THEY WERE

LAST YEAR PROBABLY ISN'T LEARNING ENOUGH.”

–ALAIN DE BOTTON

5 Growing Your Business With the Right Software 8 Understanding Photo and Image Copyrights 20 Custom Ordering Guidelines

11 How Not to Lose Your Shirt on Google Ads 14 Integrative Marketing 17 Three Steps to Effective Marketing

23 26 28

Council Connections: Crystal Allen Creating a Support Group Council Connections: Leslie Robinson Expanding Your Services A Journey Beyond My Dreams

IN EVERY ISSUE

4 Message From the Board 16 Welcome New Members 30 AHLC Academy

Subscription Information:

LET’S GET DOWN TO BUSINESS

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.

T H E A M E R I C A N H A I R LO S S CO U N C I L

Issue 28, Winter 2018

The Voice of the AHLC

MESSAGE FROM THE AHLC BOARD 2019 IS UPON US; WOW, REALLY? JOSEPH ELLIS, AHLC PRESIDENT, RALEIGH HAIR CONCEPTS, RALEIGH, NC 2018 was a great year but 2019 is going to be the best year yet. May I suggest, to take time to reflect on this passing year and recognize our successes and failures. Will we acknowledge our mistakes and find a way to rise above them with a restored attitude and business plan? Let’s say our thanks and give gratitude for all our gifts. For this next year, let’s make it our best. Let’s begin the year with a positive attitude and spend work on what we need to improve. We are working on our next conference, HairNow 2019. This is a great opportunity for you to bring your business concerns, your questions and finally get these topics addressed. This will allow you to return home with a new plan to reenergize your business. In this issue, we centered around business topics. We addressed topics like advertising, marketing and ways to help you grow your business. We have some our members sharing details on how they have become a success story. We can all be success stories and a lot of you are living proof of just that. The Conference: We were so happy to have seen so many of you at our 2018 conference. Thank you for helping us make it one of our best conferences yet. We, the board, have our individual businesses and we donate our time to uplift our industry in a positive way. We need all of your help to help all of us grow and to receive the respect that we all deserve from the public because we are the specialist in hair restoration. We have a lot of great things planned for you at our 2019 conference in Nashville. We have reserved the entire facility, so we’re looking forward to a more intimate conference experience. We are working to bring you a diversity of classes and education; we have heard your requests and we doing our best to bring those requests to you. Make sure you find someone at the HairNow 2019 conference who can help you achieve your goals and clear the next hurdle. We are proud of your involvement in AHLC’s private member forum. Members can reach out to other AHLC professionals with their problems, concerns or just topics they want to share with other members. This is how we grow and one way we can be part of a conversation that involves our industry. I have been in this great industry for over 30 years and love to read forum posts about what other centers are dealing with. It makes my center stronger because knowledge is power. So, continue posting your topics to discuss and let’s all become stronger hair restoration specialists. A quote from Socrates: “The secret of change is to focus all your energy not on fighting the old but building anew”. Here’s to 2019!

4 Issue 28, Winter 2018

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: Paul Albee, AHLC Technical Advisor; Partner, ATS Design Group, Syracuse NY Crystal Allen, Owner, Full Circle Hair Restoration Center, Columbus, OH Nancy Beltran, Account Executive/Custom Hair Systems, House of European Hair, Gardenia, CA Flora Fuentes, Owner, Unique Hair Concepts, Ardsley, NY Alisa Halek-Schoenack, Owner & President,

Fantasia Salon and Hair Loss Center, Minneapolis, MN John Harms, Founder and CEO, Millennium Systems International,

Parsippany, NJ Leslie Robinson, Owner, Mane Image, Merrillville, IN Matt Trant, VP, Digital Marketing, ImageWorks LLC, Hartford, CT

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

10 WAYS TO GROW YOUR BUSINESS

WITH THE RIGHT SOFTWARE

Salon and spa software can vary greatly, but if the program you are using doesn’t have certain key elements, you will be missing out on potential revenue. A worthy business management software system should be powerful, intelligent, and provide you with the tools to grow your business. It should help to make your day easier with features that do the calculations and work for you, so that you can focus on the well-being of your clients. Here’s 10 must-haves your salon business management software should offer. JOHN HARMS, FOUNDER AND CEO, MILLENNIUM SYSTEMS INTERNATIONAL

FAST, SIMPLE, AND INTUITIVE APPOINTMENT BOOKING

How many times are you in the middle of booking an appointment while also checking a client in or out at the front desk? The best software’s understand that the daily life in the salon is not linear. Appointment editing, and setting should be effortless and interruptible. The best appointment books are easily searchable and allow you to quickly find the next open availability for a requested time or service provider. Software systems that are on-trend with industry standards will also understand the mobile-mindedness of the modern client and offer a directly integrated online booking platform. Allowing your clients to book appointments 24/7 frees up your front desk to

spend more time with clients and less time answering phones. Your online booking should be customizable, so you can choose which services and service providers are bookable online, as well as allow clients to manage points and gift cards from their online profile.

REPORTS AND KEY PERFORMANCE INDICATORS

KPIs, or key performance indicators, are one of the most important factors in running a business and are often overlooked as ways to measure success. Key performance indicators are specific numbers that tell you what’s going on in your business and enable you to make educated strategic decisions to improve metrics like rebooking percentages, new and repeat client retention, a client’s average ticket spend,

your team’s productivity, and how often a client visits your business per year, also known as frequency of visit. Your software system should be able to track and report on all of these KPIs so you can see how your business is truly growing and where you can improve. Focusing on KPIs rather than revenue allows you to set specific, measurable and attainable goals so you can truly have a better grasp on the health of your business.

MOBILE CAPABILITIES

You purchase merchandise, schedule appointments, and manage your personal life from your mobile device, why shouldn’t you be able to run your business from it, too? The best software systems work on any Mac, PC, Android or Apple device and can scale your business operations (including inventory) all the way down to your mobile phone. Gone are the days of skeleton apps that only offer limited capabilities when not on a desktop computer. Your software mobility can also enhance your client experience with features such as check-in kiosks, chairside rebooking and checkout, virtual documents and forms and more. In a mobile-minded world, your clients expect the convenience and you need a software system that can seamlessly run between multiple devices. CONTINUED... Issue 28, Winter 2018 5

EXCEPTIONAL CUSTOMER EXPERIENCE TOOLS

No matter the size of your business, excellent customer service should be a top priority. An exceptional client experience can increase client loyalty, the amount spent by each client, the likelihood for referrals, and how frequently a client returns. A software system that understands the importance of this will allow you to keep client notes, as well as create customized user-defined fields in your client database. These records allow you to track information such as color formulas, allergies, wig measurements, service or product history, personal notes and more. Having this history and room for personal notes such as beverage preferences helps boost profitability and brand loyalty because it allows you to prepare for your guest ahead of time, which results in a more personalized consultation and better overall client experience.

5 BUILT-IN GROWTH FEATURES There are simple growth strategies such as up-selling, cross-selling and selling add-on services that every business can implement, and a great software system can do most of the work for you. For example, your software can prompt your front desk that the client booking a blow dry and style can add on a scalp massage for just $10. It can also prompt at checkout to ensure the client is rebooked for their next appointment before leaving the salon. These built-in features take the pressure off your front desk to remember to act on every profit-making opportunity.

PROACTIVE MARKETING

Sending out an email to your entire client database is a thing of the past. Today’s most successful marketing campaigns are highly personalized, and your software should have built-in marketing features with the ability to segment clients based on certain parameters. For example, proactive marketing features can help you target clients who haven’t visited in 90 days with a “We Miss You!” email or a client

6 Issue 28, Winter 2018

who is about to celebrate their oneyear anniversary with your business with a “We Appreciate You” email. Your software system should be able to filter your client database based on these types of factors to help you continue to fill your books and retain clients.

FLEXIBLE CLIENT 7 ALOYALTY SYSTEM Client loyalty programs motivate client behaviors that grow your business because they can earn points to be used as dollars or discounts towards products and services. The best salon software systems allow you to create, implement, manage and track fully customizable programs, depending on where you want to see growth. For example, you can give a client 10,000 new points for referring a new client, which could be equivalent to $10 in rewards. This system is highly effective and proven to increase new clients as well as your bottom line.

INNOVATIVE INVENTORY MANAGEMENT

Your business management system should be able to organize, maintain, and analyze your inventory without any headaches. The best software’s out there allow you to designate between your professional supply products, retail products, and miscellaneous supply products. If you have several retail areas and product lines, look for software that can assign locations to your stock, so you can track and analyze hot-sellers and successful retail set-ups. Your inventory reports should be able to tell you on-hand values, slow-moving products, employee supply usage and more so you can make educated ordering decisions and eliminate lost profit and theft.

9 TOP-NOTCH SECURITY We’ve all heard stories of retail fraud due to vulnerable software systems, so your software should have sophisticated security functions in place to help you manage your business. The best systems allow you to lock down certain data such as client export,

on-hand count, and other data; you can even disable the editing of past transactions and pre-paid quantities. You should also look for new security features such as IP Restrictions that allow you to control how much access an employee has inside and outside the business and mobile security alerts when refunds occur, a gift card is sold or redeemed, employees punch in late, inventory count is edited, or when access is denied a secured feature. Finally, no security system is complete without an activity log that traces every step every user has made in the software, allowing for full accountability should any issues arise.

HUMAN-FIRST SUPPORT 10AND EDUCATION A company may offer the perfect product or service, but that’s insignificant if that company cannot provide training and support. How many times have you tried to contact a company and gotten an automated phone attendant or chat bot with no way to speak to a real human? The right software company should be able to provide personalized support as well as continued education. Find a company that guides you through the onboarding process, offers multiple channels for technical support, and provides role-based education for you and your team. In such a competitive, fastchanging industry, continued education is extremely important to not just learn how to maximize your software capabilities, but also learn best practices so you can see continued growth year after year. With so many options on the market, choosing the right software for your business can be overwhelming. Look for a system that understands the beauty industry and provides the tools you need to grow your business with specific KPI tracking and built-in growth features. When utilized to its fullest potential, the right software will help you enhance your client experience, build brand loyalty and retention, streamline daily business operations as well as provide a big boost to your bottom line.

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UNDERSTANDING PHOTO AND IMAGE COPYRIGHTS Why Using Google Image Search to Find Photos for Your Website or Blog Can Cost You Big Bucks PAUL ALBEE, PARTNER, ATS DESIGN GROUP, SYRACUSE NY This past May, at the AHLC Conference in Nashville, I was told a website horror story that I have, unfortunately, heard many times before. Mary (not her real name) owns a small hair salon and hair replacement studio, and is extremely passionate about what she does. A few years ago, she had her website redone. Then about six months later, she received a Copyright Infringement and Settlement Demand Letter from Getty Images, saying she had an unlicensed photo on her website to which Getty Images owned the licensing rights. The demand “letter” was 14 pages long, explained the intricacies of copyright infringement, included screenshots of her web page with the infringing photo, and demanded a settlement of $850 for unauthorized use of the photo. If Mary didn’t pay up, they could take her to court and demand up to 10 times that amount. What was Mary to do? What Mary ended up doing was paying Getty Images $850 for her web designer’s careless mistake, the web designer having long since disappeared from the face of the earth. Adding insult to injury, the Getty “rights managed” photo in question wasn’t even a particularly good photo. It looked like what it was: just another boring example of everyday stock photography.

8 Issue 28, Winter 2018

Understanding Image Rights Terminology COPYRIGHT In simplest terms, anyone who takes a photo and posts it online automatically owns a copyright to that photo. Legally, this means they have the right to decide where and how the photo can be used, by whom, and under what circumstances. They also have the right to be acknowledged as the creator of that image should they grant someone the right to use it, and to stipulate that a photo credit be given as part of the compensation or condition of such use. The bottom line: All images are copyrighted. If you want to use a photo that someone else has created, get permission, and acknowledge their work when you use it (for example, “Photo Credit: John Doe”).

STOCK PHOTOGRAPHY Stock photography refers to photographs, artwork and illustrations offered online for sale and general use. With stock images you essentially buy the right to use a photograph within certain limitations. Typically, this includes web, digital and print usage. There are a number of stock photography sites, ranging from the more

expensive ones such as Getty Images to mid-range and less expensive sites such as Adobe Stock. Professional photographers who earn their living by selling their photos take the photos on theses sites. Licenses to use stock photos can be purchased on a per-image basis, or by subscription to these services.

Types of Stock Photos RIGHTS MANAGED STOCK PHOTOGRAPHY Not all stock photography licenses are the same. Mary found this out the hard way. The most restrictive type of stock photography is “Rights Managed” images. A Rights Managed image only allows the buyer of the image a license the use of that photograph for a specific and particular purpose – for example, print but not web, transit advertising but not billboard, etc. It grants the licensee exclusive rights to use this image as defined by the terms of the license agreement. No one else may use this image while this license is

in effect. These types of licenses define specifically and in detail when, where, and for how long an image may be used, after which time it may no longer be used. They are also expensive.

ROYALTY FREE STOCK PHOTOGRAPHY The term “Royalty-Free” does not mean that the photograph is “free” (without cost). What it means is that you can purchase a typically inexpensive license to use the photo on a nonexclusive basis whenever, wherever, and for however long you wish to use it without paying any additional licensing fees or royalties for its ongoing use.

WHAT ABOUT USING MANUFACTURER’S PHOTOS? Virtually every major hair manufacturer and distributor has image collections of before and after photos which studios can use or purchase a license to use on a non-exclusive basis. While the issue of usage rights and licensing is much narrower in scope within the hair replacement industry, it still nevertheless exists. While many manufacturers offer their marketing photographs to any studio that purchases a reasonable amount of their products on an ongoing basis, many manufacturers require studios to purchase their specific marketing programs for the right to use those images exclusively within the studio’s DMA market area. Other manufacturers require that you purchase the rights to market their products in the first place in order to gain access to their product image libraries.

The Ultimate Solution: USE YOUR OWN IMAGES The hair replacement industry has undergone a sea of changes in marketing in just the last 2-3 years. A quick look at your Google Analytics will more than likely show that the strongest demographic visiting your website is 25-35 year old, with the 35-45 year old visitor being the second most popular demographic. Millennial and Gen-X clients with hair loss are looking for a studio they can trust. They want to know that you can do what you say you can do, that the result will indeed look natural and undetectable, and that you can provide it in the modern up-to-date style they demand. Clearly, the way to demonstrate these requirements and gain the trust (and business) of this age group – which is indeed the future of your business – is to use your own photos. The added advantage of using your own photos is that you own the copyright and can use and distribute your work without restriction.

PROTECTING YOUR IMAGES Unfortunately, any image you upload to your website or social media can be copied and used by someone else. BUT there are steps you can take to protect your work:

Clearly watermark your images. Place a subtle (or not so subtle) copy of your company logo on the image, making it as difficult as possible for someone else to represent it as their own work.

Have your Webmaster disable the “right click” feature on your web page to discourage less than savvy users from easily copying your work.

Periodically do a reverse image search to find other instances of your photos on the web. You won’t stop image plagiarism entirely, but you can use it to your advantage by contacting site owners and asking them to give you credit or attribution for the image (and a link to your website in the process). To find your images on the web, go to Google Image Search and simply click on the camera icon.

Protecting Your Own Brand Integrity Photos are key to raising brand awareness, increasing engagement, gaining website visitor trust, and generating qualified sales leads. The hair business is a highly visual business, and being distinctive and unique, standing apart from your competition, is becoming critical in attracting younger clients. Meanwhile, stock photography can be useful when incorporated judiciously in your marketing. But be careful. No matter what photos you use, regardless of source, remember that you need a license to use them, and that license contains explicit conditions of use.

Still other manufacturers require that any use of their marketing images be watermarked with the manufacturer’s logo and be used exclusively in the explicit marketing of that manufacturer’s products only. Notable examples of this latter group include Follea, Dimples, and CyberHair. The entire object of these restrictions and watermarking is to rightly protect the integrity of the product’s brand, which in turn protects the integrity of the studio selling the brand. Issue 28, Winter 2018

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HOW NOT TO LOSE YOUR SHIRT ON

Matt Trant is a digital marketing pioneer having held high-level positions over the last decade within the agency world and internally with various eCommerce organizations. Prior to joining ImageWorks, Matt was President and CEO of Search Integrations, having served as Vice President of Digital & Analytics of Cashman + Katz Integrated Communications and Digital Director for Octagon Strategy Group, CK’s public affairs arm. MATT TRANT, VP, DIGITAL MARKETING, IMAGEWORKS LLC, HARTFORD, CONNECTICUT When I started running Google AdWords campaigns for an eCommerce company in 2004, there were no guides, tips or niche strategies that I could apply before building campaigns. On the flip side, I was paying 10, 11 and 12 cents for clicks that now cost four, five and six dollars. For anyone who is running, tried and paused, (and maybe given up) or is even considering jumping into the deep end of the paid search pool, there are some basic but critical things to understand in order to make sure your Google Ads strategy is optimized so that you can increase the likelihood of success and maximize your advertising ROI (return on investment). First off, understand that managing your PPC (pay per click) campaign through Google Adwords is incredibly complex. The days of “Set it and Forget it” are long over. There are many reasons for this, including Google likes it this way…it’s how they make their money But an incredibly competitive landscape is largely to blame for adding complexity and raising costs. So what then, are the basics for a successful campaign?

PLANNING: SET YOUR GOALS Know specifically what you are looking to achieve with your program and what success looks like to you. Do you want phone calls? Article engagement?

Form submissions? Do you have a cost per conversion in mind either from other marketing initiatives or business data? Making sure that you understand your specific goals will affect how you set up and manage your Google Ads program.

RESEARCH, RESEARCH, AND RESEARCH. The three primary areas for research are, Keywords, Local and Out-of-Area Competitors and your Audience. Admitting you do not yet understand all of the ways users are searching for hair restoration allows you to be open to learning what others may be doing. Fortunately, there is a lovely tool built right into Google Ads called the Keyword Tool. Use this tool to mine keywords that users are typing into Google (i.e. hair restoration, hair loss treatment, baldness cure, alopecia treatment, etc.). Furthermore, run searches for these keywords on Google and see what the local and non-local companies are doing. First look at their ad copy, offer and CTA (call-to-action). Then dive into their landing page and assess how they are navigating users throughout their page to increase conversions. Finally, take a step back and research your audience. Look at customer reviews for other companies in your industry to identify customer pain

points and needs (beyond hair restoration). Pull out certain buzz words and be sure to solve their specific problems when writing ad and landing page copy.

THE LANDING PAGE You have set your goals, you have completed three steps of research and now you need to develop your landing page. You already know what the competitors showing at the top of search results are doing, right? How can you structure your landing page and make your offer not only speak to the user’s individual needs but also have a more unique, different or better offer? Remember, not all of your ads have to go to the same landing page!

THE CAMPAIGN SET UP: ACCOUNT STRUCTURE IS EVERYTHING Now that you have a strategy and done your research, understanding that a well-structured Ads account is an absolute must if you want to be profitable. During paid search audits that we have conducted, we have seen cost per conversion metrics decrease by as much as 70 and 80 percent simply by restructuring the account structure. So, the execution tip here is to make sure that both Campaign and AdGroups are highly segmented and the keywords and ad copy that go in each AdGroup are extremely relevant. CONTINUED... Issue 28, Winter 2018

THINK ABOUT SEGMENTING CAMPAIGNS BY DEVICE A large percentage of your Google Ads traffic is going to come from mobile devices and although there are different ways for manipulating landing pages and bids for individual device types within one campaign, I suggest that you segment campaigns (at the very least) by device type. This will allow you to maintain complete control over your ROI and set budgets and ad copy based on a user’s device. You will find that engagement and conversions will differ by device type. Increasing your control will be critical in maximizing your profitability.

USE EXACT & PHRASE MATCH KEYWORDS It is important when first starting or restructuring a paid search program that you start small. Starting with exact and phrase match keywords will limit the amount non-relevant search terms and allow for you to zero in on the types of converting keywords (general, user intent, cost, location, etc.). Make a regular schedule, say 30 days, to constantly refine your keywords list. I cannot stress enough that you stay away from broad and modified broad match keywords. https://support.google.com/ google-ads/answer/2407779?hl=en Once you have solid data metrics on types of keywords that are performing, then you can expand into more growth style match types.

OVER SEGMENT ADGROUPS Each AdGroup in your campaign can have a different landing page and most importantly different ad copy. Make sure that you segment keywords into AdGroups with the thought of customizing the ad copy to each AdGroup. For example, I would not add hair restoration and alopecia treatment in the same AdGroup. If they are separate, you can speak to restoration heavily in one ad and alopecia in another. There are a ton of benefits to over segmenting your AdGroups, however, the two most important are:

12 Issue 28, Winter 2018

1. Highly segmented AdGroups with

relevant keywords to ad copy to landing pages will drastically increase your initial quality score and decrease the amount you pay per click

2. Google will bold the keyword in the

ad if the that keyword matches one of the keywords in the users search query

AD COPY BEST PRACTICES • Keep your ads highly relevant to the user’s problem and even consider using dynamic keyword insertion • Fulfill the customer needs or simply, solve their problem/concern • Be direct in your ask with a strong call-to-action • Use all relevant ad extensions for increased ad real estate and lower cost per metrics • Test ad copy components like different headlines, description lines and wording. • Research how to properly identify a test winner and make sure that testing is based on data • Use time sensitive copy if possible • Be more specific than broad • Make your ad standout with different offers & benefits than the competition • Get personal and speak directly to the user vs. the group

BE NEGATIVE - YOUR MOST EXPENSIVE KEYWORD LIST UP FRONT Look at mining and identifying negative keywords as the most crucial component after beginning your paid search program. Every 30 days, or less on high volume campaigns, should be a time you look to grow your negative keyword list. Negative keywords are the ones you DO NOT want to display ads for. Your execution tip is to make sure that you are monitoring search terms monthly and adding negatives for the search terms you displayed an ad for and do not want to in the future.

TRACK THE CORRECT DATA! HINT: IT’S NOT VISITS, IT’S CONVERSIONS Conversion tracking enables you to set up specific goals for your campaign that can be logged as events, or milestones that can be easily measured. These conversions can be tracked back to the individual keyword and ad and will tell you what is working and what is not. I recommend using Google Tag Manager combined with Google Analytics to configure your conversions and import them into Google Ads. If you are running a paid search program and do not have conversion tracking set up, leave this article and go do it now. Google Ads will also allow you to track phone calls from ads and your website. To do this you simply have to add a script to your site that will dynamically change the phone number for only paid search users (this is easily done through Google Tag Manager).

SO NOW WHAT? In short, the answer is analyze your data. You’ve done all this great work and put together a solid campaign, but that’s only a piece of the pie. The Google Ads program gets you access to data that you cannot get from anywhere else. Use that data to pave the road for other digital and nondigital marketing programs. You will know firsthand which keywords have high search volume and even more important which keywords are converting. Take that data and begin applying those keywords to your overall SEO (Search Engine Optimization) strategy. You will also have a clear understanding on the type of messaging or offer that is working the best. Use that data when writing meta tags for your website, building programmatic display and social programs…you can even use the data to improve messaging on traditional marketing methods such as billboards, tv, radio and print. Now we’re talkin’.

The Voice of the AHLC

2019

REGISTRATION NOW OPEN L I M I T E D

S P A C E

A V A I L A B L E

WHAT 3 days of Hair Restoration Education & Training with over 20 different vendors displaying and providing hands-on demonstrations. See page 2 WHEN May 4-6, 2019 WHERE Nashville Airport Marriott Hotel & Convention Ctr. Nashville, Tennessee COST $439 Includes all Meals and Events TICKETS Purchase tickets and learn more at AHLC.org

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Issue 28, Winter 2018

INTEGRATIVE MARKETING FLORA FUENTES, OWNER, UNIQUE HAIR CONCEPTS, ARDSLEY, NEW YORK

MY APPROACH TO MARKETING

As a hair loss professional for over 25 years, my industry experience began at a top hair restoration company in midtown Manhattan. For over 20 years, I was fortunate to lead a team of 25 as I managed the company’s day-to-day operations. Additionally, I was responsible for hiring and training all the employees as well as managing the $35,000 per month marketing budget. As part of the business, I had the privilege of working closely with top cosmetic and hair transplant surgeons in the industry which allowed me to further my knowledge in both surgical and non-surgical hair restoration. In 2014, I started my own business, Unique Hair Concepts, a non-surgical hair restoration center in Ardsley, NY just 25 minutes north of New York City. Typically, people who begin a hair loss business will buy or acquire an existing center but I decided to build my business from scratch with no clients. To build my business organically, I relied on my marketing and operations experience to get my center off the ground. Like each of you, I am passionate about helping men, women and children with hair loss and work diligently every day to grow and create awareness for my business. I am proud to share that in November 2017, I moved my center to larger space because the business has steadily grown year over year. Today, Unique Hair Concepts consists of a team of six talented individuals and I am presently looking to hire an additional hair stylist.

14 Issue 28, Winter 2018

Integrative Marketing is the holistic approach to communication in marketing. It’s making sure that you are consistent in your marketing both online and offline. Consumer purchasing behavior changes overtime, therefore, the methods by which you can convey your message has to evolve. During my 2-hour class, at the last AHLC conference, I walked the attendees through my process on how I analyze consumer shopping behaviors, how they search for information, usage of various media platforms and how I promote Unique Hair Concepts. Here is a breakdown:

TELEVISION Believe or not men and women ages 18 to 69 years old do watch television. They just watch television differently than they did years ago. You must now look at television as another digital device. According to Pew Research, 61% of young adults ages 18 to 29 say the primary way they watch television now is with streaming services on the internet, compared with 31% who say they mostly watch via cable or satellite subscription and 5% who mainly watch with a digital antenna.

RADIO STILL RULES THE ROAD According to a Statistica survey conducted in 2017, 84% of adults in the US listen to AM/FM radio in their primary car. Further, 56% listen to a CD player, while 38% listen to an MP3 or their own digital downloaded music, 21% listen to online radio and 19% listen to Satellite Radio.

SOCIAL MEDIA Today seven out of 10 Americans use social media to connect with one

another, engage with news content, share information and to entertain themselves. Here is a breakdown of the most popular social media channels:

FACEBOOK: THE NUMBER ONE SOCIAL MEDIA CHANNEL GLOBALLY As of January 2018, there are over 214 million Facebook users in the US and 58.3 million of US Facebook users are between the ages of 25 and 34. By gender, 52% of Facebook users in the US are female and 48% are male. Users on average spend 39 minutes a day on Facebook.

INSTAGRAM Has over 800 million users overall. Over 70% of US businesses were using Instagram in 2017. It is projected that 83% of US businesses will be using Instagram to reach customers by the end of 2018. Over 80% of users follow one or two brands on Instagram. Is your business on Instagram? If not, it’s time to start showing off your beautiful hair transformations to reach new potential clients.

YOUTUBE: THE SECOND LARGEST SEARCH ENGINE, RIGHT AFTER GOOGLE Who is the YouTube user in the US? 69% of YouTube subscribers are college educated with a median household income of $74,000 and a median age of 33. Gender-wise the numbers are pretty even: 53% are male and 47% are female. Users are also even distributed stateside; 55% suburban, 26% urban, and 19% rural. Further, 71% of YouTube users are employed, 15% are students, and 69% describe themselves as “tech savvy”.

HOW I PROMOTE MY CENTER My center is located in Ardsley, New York in Westchester County. Overall, Westchester County has six cities, 19 towns and 23 villages. It is the most diverse and most well-read suburb in New York with close to one million in population. The average household income in Westchester County is $79,588, which is above the average of $55,900 in New York State, and above New York city’s average of $63,533.

OUR WEBSITE When I opened my center, I knew that I needed to invest money and time on my website. After all, your website is the first impression and introduction to my center. My website is mobile optimized, and easy to navigate. There is a lead capture form on every page. I promote specials and have live chat capability. Further, I also made sure that, over time, all the before and after photos featured on my website were of my actual clients and not photographs provided by hair manufacturers. This is important to me and avoids consumer and brand confusion.

OUR BLOG I also write a blog article every week and post it on my website. In addition, I continue to add content on my website. I have invested in video production which has now become another one of my passions. I, along

with my videographer, have produced video testimonials, hair system application, and scalp therapy videos that are featured on the website. Earlier this year, I flew to Italy with one of my clients and filmed a video on how a CNC custom prosthesis is made. I have people come in for consultations and mention the videos. I now have over 8,000 new visitors each month to my website. I attribute the growing traffic to my website due to the new content we are consistently adding and also hiring a professional to oversee my Pay Per Click, Google Ad words campaign to promote the business online.

OUR TELEVISION ADS I promote my business locally on television with my own produced commercials featuring my clients. Consistently promoting my business on television has driven more traffic to the business website, and I have acquired new female clients ages 30 and above.

OUR SOCIAL MEDIA My center is on Facebook, Instagram, and YouTube. I make sure to post at least two times per week consistently on Facebook and Instagram. On YouTube, I now have over 4,000 subscribers and over 30 videos featured on my channel. Further, my YouTube channel has over 1.2 million views, with a primary audience of 96% male, 4% female, and over 49,000 views per month. It is through my efforts on building our YouTube audience that most of my male clientele comes from. My male clients on average are 23 to 35 years old, and visit us not just from New York but travel from Massachusetts, Pennsylvania, Connecticut, Maine, Baltimore, Washington DC and Canada for our work.

MARKETING TIPS • Your marketing should be consistent. If you promote a new service on your social media pages and not on your website, you will create confusion and ultimately lose the prospective client. • Make sure your website is up-to-date. • Invest in an optimized website. • Continue to work on your website. Remember it’s your business’ first impression. • Create original content on your website. • Invest in video. • If you are not doing so, start blogging. If you don’t have time, hire someone to do it for you. Your website will appear dated if the last blog entry on your website is from 2016. • Look for trends. For example, are you seeing more women coming in with scarring alopecia? Then write about it, and if possible film an informational video about it. • Research your market. Who is coming in? Is it more men or women? What areas are they coming from? How did they find you? What age group, profession, etc. • Set up a monthly advertising budget and commit to it. When ready increase that budget. • Conduct a weekly and monthly sales analysis. • Personalize your business. Feature you and your team on videos and posts. The more content the better. • Be patient. Any new marketing initiative you implement will take at least three months to fully kick in. • Finally, promote, promote, and promote to continue to grow.

Issue 28, Winter 2018

Welcome New Members! Deirdre R. Cruell dcSTUDIO HAIR SOLUTIONS Killeen, Texas

Deirdre holds a certification as a Medical Wig Specialist, American Board Certified Hair Colorist, and Educator. In addition to focusing on client care and training her team, Deirdre’s passion is helping women look great and feel great. When Deirdre was a little girl her father taught her the meaning of perseverance, diligence and the reward of hard work. He would always encourage her by saying, “Deirdre, whatever you do, own your own business.” She came to understand that, like any other great dad, her dad wanted his children to be exposed to opportunities for a good life and to do better. Being a military wife and cosmetologist for more than 33 years she has gleaned from numerous opportunities, significant experiences, and wonderful relationships from all over the world giving her the tools for her passion to make a genuine difference in people’s lives.

Lisa Perry Illusions By Lisa Perry Dallas, Texas

Lisa Perry is a 32 year beauty veteran and President of Illusions by Lisa Perry, a non-surgical hair loss replacement center for women and girls with Cancer and Alopecia. I love the smiles after a new install for my clients, it makes me strive to create more solutions for them. My years of working with a variety of music artist, celebrities and films peaked my interest in wig making and hair replacement II am excited to chat, greet and innovate with other members of the organization.

Did we miss you? If you missed getting your photo and bio in The Link when you became an AHLC Member, please contact us and let us know. We don’t want anyone left out. Call us at 615.721.8085 or email thelink@ahlc.org and we’ll take care of you.

Cesare Safieh Hair By Cesare Inc, Pasadena, CA

I have been creating unique European inspired hairstyles since 1979. Hair is my passion. I could work 24 hours with my clients and its still not enough. I truly don’t think of it as work, its really more of a pleasure for me to do what I do. My work and styles have graced the pages of many magazines such as Elle, Allure and Modern Bride. I believe learning is a never ending process and I strive to source the best for my clients. Staying on top of cutting edge trends, continuing education monthly, attending shows and classes to keep abreast of the latest industry techniques are just part of how I do this. I’ve been blessed to work with some of the best in the business such as Michael O’Rourke and Gene Shacove.

The Lauren Ashtyn Collection, a leading luxury hair extension brand introducing the Full Volume Extension. Our volume and luxury length extension from The Lauren Ashtyn Collection are 100% European Remy hair. Each strand is triple knotted by hand for a stronger, longer lasting product. The Lauren Ashtyn Collection is the visible expression of Lauren Ashtyn’s lifetime passion for beautiful hair. The daughter of a stylist, she has spent her entire life immersed in the culture of the modern salon. Her goal has always been to make her clients look, and feel, like the very best versions of themselves.

Millennium Systems International was founded in 1987 to provide the beauty and wellness industries with forwardthinking, powerful management software and vital tools. It began more than three decades ago when John Harms built a company based on revolutionary technology, outstanding support, and more importantly, a strong passion to educate salon and spa owners on how to sustain success. Meevo 2, a cloud-based business management solution, was built on a vision to not only help salons better manage their staff, clients, and inventory, but to ultimately help owners like you make the right decisions and continuously grow their business. Today, Millennium Systems International’s software is utilized in thousands of salons and spas in over 36 countries and processes billions of dollars in of transaction per year.

STEPS TO EFFECTIVE MARKETING

Delivering consistently great service is essential building a brand that keeps customers coming back. But in order to get new business, you have to be able to properly communicate to the type of prospects who you want to become customers. Devising and implementing an effective marketing strategy isn’t difficult, but it does require careful thought and consideration. It’s a simple process of identifying who you’re targeting and crafting messages that speak directly to them, positioning your business as the go-to authority. After all, most business owners already know who their best customers are. So, it can be as easy as learning more about them, so you can attract more customers like them.

STEP 1

WHO’S YOUR CORE CUSTOMER?

For your message to have the most impact, you need to understand your market and who you are talking to. Developing a profile of your ideal customer will help you understanding what drives them and allow you to tailor your advertising message around that. Consider their values, convictions, background, beliefs, desires and expectations. This will provide unique insights, allowing you to fine-tune messages that they may be receptive to.

WHO IS YOUR IDEAL CUSTOMER?

• What industries or professions do they occupy? • How many hours do they work? • How often do they take vacations? • How do they spend their free time? • What do you know about their personal lives? Are they married? What is their age group? Do they have kids? What are their interests? • Do they rent or own? • What is their level of education? What is their disposable income? • Where do they live?

Keep asking questions and carefully consider the answers. Soon, you will begin to see a pattern emerge. This pattern is your customer profile. And knowing this will help you develop sound advertising messages that resonate with your target market later, in step 3.

STEP 2

DETERMINE HOW TO REACH THEM

Once you know who your ideal customers are, start thinking about how best to advertise to them with your targeted message. Again, this is easy if you know 2 things. Cost-perimpression (CPM) tells you how much you’re spending to reach 1,000 people, and return-on-investment (ROI) measures how much you’re earning for every dollar spent on advertising. The ideal advertising platform gives you the best balance of a low CPM and a high ROI.

SO, WHAT ARE YOUR OPTIONS?

What type of advertising has the highest likelihood of reaching your audience and making an impact? Here’s a few options to consider, and each has pros and cons.

WEBSITE, ONLINE MARKETING AND SOCIAL MEDIA THE PROS & CONS

PROS • Has become essential for any small business marketing • Highly flexible and can be fine-tuned to the last detail to reinforce brand image • Can be updated regularly and set up to take orders and appointments • Coupled with strategic social media efforts, can be a very powerful and affordable advertising medium.

CONS • Can turn away customers if not developed with a clear purpose • An effective online marketing strategy must be developed by a team or agency that understands your business, your brand, your market and who can incorporate your goals into its presentation. CONTINUED... Issue 28, Winter 2018 17

PRINT MEDIA THE PROS & CONS

PROS • Can be highly targeted; a local newspaper or billboard can reach your local market, and a niche-specific magazine can be a viable channel to advertise services in that niche. Cost can be low if the print media has a smaller circulation or visibility.

CONS • Can be expensive, depending on quality of material, graphics usage and the size of your mailing list • Requires the business-owner to create and maintain a database of customer contact information.

TELEVISION & RADIO THE PROS & CONS

CONS • Print is fast becoming an antiquated advertising medium as newspapers and magazines struggle to cope with declining readership. • Advertising in non-local newspapers or general magazines that cater to a range of interests may lead to marketing messages with no focus or target. • Can be costly for high-profile publishers.

VEHICLE WRAPS THE PROS & CONS

PROS • Statistically, one of the most cost-effective ways to advertise • Vehicle wraps grab attention, can be stylized according to your brand and serve as a billboard for your business wherever you go, even when parked.

CONS

PROS • Advertising on local TV and radio can be targeted yet relatively inexpensive compared to national channels. • They’re also a great branding opportunity as research shows, people associate names they see on TV or hear on the radio with authority and credibility. • TV and radio ads can prompt customers to take action, such as visiting a website or calling a number

CONS • Production expenses can be cost-prohibitive for many businesses. Very difficult to produce without the assistance of an agency or production house • Airtime is priced differently in different regions, and pricing also depends on a combination of many different factors that are out of the control of the business.

STEP 3

• Business owner must own the vehicle, and it must be in good condition • Can be costly if the vehicle will not be owned long term

DIRECT MAIL THE PROS & CONS

PROS • Can be extremely targeted with the ability to personalize your message to customers easily and effectively and creatively • May be used to promote special offers or just keep your brand fresh in the minds of the audience. Remember, advertising doesn’t always have to ‘sell.’

18 Issue 28, Winter 2018

POSITION YOURSELF AS THE SOLUTION Craft your message in a way that positions your business as a solution to a particular problem. Highlighting the pain of the problem demonstrates understanding, and offering a practical and affordable solution demonstrates care. Communicate benefits, which make you unique, and the best choice for your market. In developing the message, take into account the strengths of the advertising platform you have chosen. Not all platforms are equally effective for all types of messages, and knowing which type of message best suits your platform will allow you to develop effective ads with maximum impact. No matter the platform, your advertising should present your business as the most viable solution for a problem the customer is having. The wording, imagery, use of graphics, color, design, and layout can all be continuously refined to enhance the effectiveness of your message.

PLAN TO LEARN

BUSINES S & MARKE TING

A N E X T L E V E L L E A R N I N G E V E N T I N F T. L A U D E R D A L E

HAIR VISIONS INTERNATIONAL introduces a more intimate learning environment and format, targeting the areas that are the most critical to the growth and success of our clients. We’ve reached out to industry leaders to deliver the ideas, insights and implementation strategies needed to make informed decisions.

SAVE THE DATE MARCH 10 & 11, 2019

Learning sessions include: • Utilize customer centric protocols to maximize client retention

• How to best highlight your brand in today’s marketplace

• Increase your sales and profits by adapting to the changing needs of customers and their expectations

• Expand your influence in a digital sharing world

• Advertising in todays’ world including budgeting and anticipated ROI

• L e a d e r s h i p i n s i g h t p a n e l... a n d m u c h m o re!

PLUS: New marketing! “Give Your Hair A Future”

~ SEATING IS VERY LIMITED ~ Call for more information 800-327-5555 Together, let ’s adapt your busines s to the expectations of the new generation.

CUSTOM ORDERING

GUIDELINES

STEP-BY-STEP

Receiving your clients new custom hair system is like waiting for Christmas to come. You’re excited to finally receive your package after waiting weeks or months for it to come, but also anxiety over all the preparations and potential disappointments. Well, let me help you turn that anxiety into confidence and joy with some helpful tips for custom hair system ordering. NANCY BELTRAN, ACCOUNT EXECUTIVE, CUSTOM HAIR SYSTEMS, HOUSE OF EUROPEAN HAIR Before placing your order with your vendor, be sure to have a thorough consultation with your client and take plenty of notes. Understand the look your client wants and needs, as well as their particular lifestyle routine.

MEASURE TWICE, CUT ONCE!

The measure of success is in the measurements.

MEASUREMENT GUIDE

*For Full Wig order w/no template

YOUR GOAL:

To provide a product and service that will help your client achieve their desired look and regain their self-confidence.

YOUR CLIENT’S GOAL: They want

most natural appearance possible, “Make me look fabulous!”

1. Circumference Measure the circumference of head measuring from front hairline, around the head, making sure tape measure is under occipital bone.

3. Ear to Ear Measure from front of ear to front of ear over top of head.

2. Front to nape Measure from forehead to nape.

5. Temple to Temple Measure from temple to temple across back of head.

CUSTOM ORDER FORM

4. Temple to Temple Measure from temple to temple over the top of the head.

TODAY’S DATE

Division of HairArt Int'l Inc.

ORDERED BY

SALON NAME

CONTACT PHONE

E-MAIL

CLIENT’S NAME

ORDER QUANTITY

ORDER #

PROCESS TIME

DELIVERY DATE REQUESTED

 Regular  Repair  RusH (Add $50)  MALE

MEASUREMENT GUIDE

 FEMALE 1

*For Full Wig order w/no template

 Super Fine T  Super Fine  Other Lace with Hair

 1⁄8”  1⁄4”  1⁄2”  3⁄4”  1

Stock Unit: Fine Mono Super Fine Mono Fine Welded Mono

   

BASE SIZE

BASE SECTIONS

BASE TYPE

LACE FRONT (If Needed)

  

 Base # : Same As Stock  Welded Mono  French Lace 

German PE Net Swiss Lace Other:

1. Circumference Measure the circumference of head measuring from front hairline, around the head, making sure tape measure is under occipital bone.

3. Ear to Ear Measure from front of ear to front of ear over top of head.

2. Front to nape Measure from forehead to nape.

5. Temple to Temple Measure from temple to temple across back of head.

4. Temple to Temple Measure from temple to temple over the top of the head.

MEASUREMENT FOR HAIR SYSTEMS/WIGS Width

_______

Length

________

 Tape Template

Enclosed:

Circumference

 Mold

Front to Nape

Temple to Temple

Ear to Ear

Temple to Temple

 Unit

LENGTH

HAIR STYLE

BANG

FRONT

 Left Crown

TOP

40 mm

Light Body - Orange ROD

CROWN

 Right Part

Extra Light

25 mm

Light

18 mm

Light / Medium

Medium Curl - Gray ROD

15 mm

Tight Curl - Pink ROD

12 mm

Loose Afro - Blue ROD

6 mm

Loose Afro - Red ROD

4 mm 

 Left Half Part

BOB STYLE

SIDES

 Right Half Part

(all one length)

 Pompadour

 Freestyle

 Other

(same as stock)

TYPE OF BINDING

6 Size 1

P.U. Coated

30 mm

Light Wave - Purple ROD

Curl pattern root-to-tip

BACK/NAPE

 Center Part

HAIR DENSITY

Medium Curl - White ROD

ALL 6 AROUND

Skin Skin w/ Silk Mono Ribbon Cloth Ribbon

Medium

Fold or Stitched Edges

Medium Heavy

Other

Heavy

Same as Stock

Curl pattern mid-shaft down

PU THICKNESS

GREY SELECTION

HAIR TYPE

Other:

Bleach Knots

 Yes

Scallop Front

1

2



Thin (1-2gr)



Yak up to 6”



Medium (8g)



Human



Thick (12g)



Synthetic



Other

 No 3

4

5

6

Indian Chinese European

(By sections)

Total % of Gray



Extra % of Gray

Front 1

Top 2

Crown 3

Back 4

Left Side 5

Left Temple 6

Right Side 7

Right Temple 8

GREY

SPOT HIGHLIGHTS

HIGHLIGHTS

Front 1

1/8”

Top 2 %

Regular

 Blended



Size of Spots



Front 1

Top 2

1/4”

Crown 3

 Back 4

1/2”

 Left Side 5

Other



Spacing Between

Left Temple 6

Right Side 7 %

Marked on mold Right Temple 8

COLOR RING USED:

If using color #s for highlights, specify color ring

BASE COLOR

COLOR RING USED:

If using color #s for highlights, specify color ring



CURL PATTERN Additional Requests

Straight



HAIR COLOR DISTRIBUTION

 Left Part

 Center Crown

 Right Crown

CURL WAVE



TEMPLES

Crown 3

Back 4

Left Side 5

Left Temple 6

Right Side 7

Right Temple 8

*Note: If submitting more than one sample, label samples A,B,C, etc... And show letters in blocks above. Fill in the rest because your copy has hair in it’s way

SPECIAL INSTRUCTIONS

Custom Order Forms like ours (above) are essential to helping you get the perfect fit for your client. 400 West 157th Street • Gardena, CA 90248 Tel: 310.217.8900 or 888.HAIRART (424.7278) • Fax: 310.538.5251 or 800.522.HAIR (4247) www.houseofeuropeanhair.com • info@houseofeuropeanhair.com • www.hairartproducts.com

20 Issue 28, Winter 2018

Rev. 6/22/16

BASE CAP: VERY IMPORTANT!

BASE CAP BINDING

Be sure to order the appropriate base cap material for the desired hair density your client wants. The most popular and natural hairlines are achieved using French or Swiss lace, however, they are limited to the amount of density they can hold. Mono will hold heavier density hair but the finished look is not as undetectable. You should choose the right base cap material type to hold the hair density desired.

Will you be bonding your hairpiece? Will you be using a lace front or mono? Is this a frontal piece? Choose the type of binding that will help create desired final look and hold base material.

BASE SECTIONS

CUSTOMER INFORMATION

MOLD/TEMPLATE Preferred sizing of mold or template must be as accurate as possible to ensure the right contour and fit. It’s better than just providing measurements for partial pieces. Be certain of proper hair placement while making your mold template. It is best to make two molds so you can send one with your order and keep one on-file for reference. It’s not mandatory, but it is convenient to have for future orders.

NEED A SCALLOPED FRONT? A scalloped front creates a more natural hairline and is usually used with a natural skin based scalp. Most stylists prefer to do it themselves but this can be part of a custom system if you request it.

CHOOSE THE HAIR PARTING Left or Right Crown, Center Crown, Left/Right Part, Left-Half Part, RightHalf Part, Pompadour, or Freestyle.

UNDER-VENTING This is the process that helps cover the hairline edge in the direction of the hair and to cover the base material for a natural look. Proper under-venting should also be noted on your custom order.

BLEACHED KNOTS? It’s important to notate this on your custom order. Bleaching the hair knots will also achieve a more natural looking hairline and works best with darker colors, but it will slightly weaken the knots, so be sure to educate your client about this.

HAIR DENSITY It’s very common to order heavy or even extra heavy density when it’s not really necessary because you may need to thin out the hair system in the end. It is advised to order the density that will look age appropriate for your client and their features. Ordering heavy density hair for your system is actually more detectable and is not always the most natural looking. It will be bulkier and may become difficult to manage. Heavier density hair is susceptible to matting which may breakdown the unit and lose valuable hair more than necessary. Densities from each vendor vary, so getting to know the hair density

your vendor offers is very important, for example, the Mono Family holds medium to heavy density hair. Thin Skin and Lace Family holds light to medium density hair. Also keep in mind these pieces will all be hand-tied and will always vary a little bit.

OUTGOING ORDER CHECKLIST

SYNTHETIC GREY VS HUMAN GREY

Base Material

If any custom color with grey is requested, synthetic grey is best since it won’t absorb color and will not fade over time. It’s also a good habit to get hair samples from your client that is taken from the back, sides, temples, front, and top. To ensure correct color, a good size hair sample would be 2-3 inches long. Human grey looks more natural.

HAIR TYPE AND TEXTURE Choose the correct hair type and texture that will blend nicely and seamlessly with your clients own hair so that it will also feel like their own hair. European hair is finer, thinner, and has more body. This might be too thin for some clients. Indian/Chinese hair (aka Asian Remy) is thicker and straighter.

NATURAL CURLY OR WAVY HAIR? Keep in mind your client’s desired look. Sometimes with naturally curly hair the hair texture will not be so soft. It’s difficult to match curl or wave patterns at 100% with naturally curly hair, so be sure to manage your client’s expectations accordingly. If a perm curl or wave is to be added, designate if curl pattern should be from root-totip or mid-shaft down. Some stylists opt for the softer, silkier hair and add a perm service themselves.

COLOR If you are unable to match your client’s hair color to any of the color swatches your vendor offers, a custom color would be your best bet for extra particular clients. It is important to send samples of your client’s hair with your order along with any special notes that you want your vendor to consider. Before sending your Custom Order to your vendor, double-check to make sure you have covered all your bases.

Mold Included With Measurements Color Samples Length Density Textures Date Required

INCOMING ORDER CHECKLIST

When receiving a client’s new hair system, inspect it immediately. Don’t wait until their appointment. Check Color Against Hair Samples or Color Ring Check Base Cap Material and Size Check Hair Density Check Ventilation & Knots Measure & Verify Length Check Workmanship: missing hair, texture, curl, etc.

CUSTOM HAIR SYSTEM ORDERS QUALITY CONTROL CHECKLIST Review the following with clients when creating a custom order: Price Inquiry: follow your price list Delivery Dates: always check with the vendor before promising a date. Deposits: Most vendors require 50%, be sure to collect enough from your client. If client wants virgin hair: the longest you can get is up to 14 inches with the lightest color 14.

KEEP YOUR CLIENT INFORMED Advise customer of estimated delivery date (add a little extra time just in case). Schedule appointment and notify them of any balance due.

CUSTOMER COMPLAINTS? Set-up a customer file Record the date it happened List all reasons for the complaint Offer solutions in writing Record and list details of all communication Remakes or Price Reductions should always be in writing and kept in customer file Email vendor and clearly state what the issue is. Issue 28, Winter 2018

The Voice of the AHLC

ACT NOW TO SUPPORT A SALON INDUSTRY FICA TIP TAX CREDIT New legislation will allow salons to benefit from the existing FICA tip tax credit which provides a dollar for dollar credit on the employer’s share of FICA taxes paid on employee tips, providing salon owners to the opportunity to reinvest those dollars into their salons, education, and more.

VISIT PROBEAUTY.ORG/FICAACTION Send a message to Congress today to support H.R. 6736, the Small Business Tax Fairness Compliance Simplification Act.

PBA is the largest community led, non-profit beauty industry membership association. We exist to elevate, unite, and serve the beauty industry - and the professionals who improve people’s lives. Our Members represent licensed professionals, salons, manufacturers, distributors, schools, and students. Join us! >

22 Issue 28, Winter 2018

COUNCIL CONNECTIONS

CRYSTAL ALLEN, FULL CIRCLE HAIR RESTORATION CENTER, COLUMBUS, OH Crystal recently started a support group for women with alopecia and thinning hair, along with Dr. Shari Hicks-Graham, a Columbus-based dermatologist. The support group has initially focused on helping women suffering from Central Centrifugal Cicatricial Alopecia (CCCA). TELL US ABOUT YOUR SUPPORT GROUP. Our women’s hair loss support group is a private, safe place for women with various forms of alopecia to share, support, and get the educational and emotional support they need when dealing with CCCA and other forms of female hair loss. At present, we meet monthly at Dr. Hicks-Graham’s Dermatology office in Downtown Columbus. We have had two meetings so far, so we are just getting off the ground. Each meeting is different in terms of its focus. At the last meeting, we focused on CCCA. We talked about the causes of it, various treatments that can be done to combat its progression and keep it from happening. At the meeting, we start with an informal “meet and greet,” giving everyone the opportunity to get to know one another and feel comfortable. The meetings we’ve held so far have been great for women to come and share and to know that they are not the only ones that are experiencing various forms of alopecia. The feedback has been amazing and the response from the women participating in the group has been wonderful.

WHAT WAS YOUR INITIAL INSPIRATION FOR THE SUPPORT GROUP? I was servicing one of my clients, and she had just been diagnosed with Central Centrifugal Cicatricial Alopecia (CCCA). She was really down and I was just trying to encourage her and let her know that I was going to be there to help her with her hair. Additionally, I wanted to reassure her that we were going to do everything we could to help her restore and maintain her hair. As it happened, the next client who came in that day also had CCCA. I asked her if it would be okay for me to introduce her to my other client, and to let her know that she had just been diagnosed with CCCA also. She said that was fine, so I introduced them to each other. My client began to share her journey with CCCA, what her experience had been, and what she had done. By the time they got finished talking, the newly diagnosed client’s whole countenance had changed. She was smiling again. She felt encouraged.

Then, it came to me that we needed to have a support group to help women suffering from hair loss. It was clear that just this simple act of sharing and support had completely changed my client’s emotional state, giving her strength, hope, and the knowledge that she wasn’t alone in her journey. So that night, I went home and got on the Cicatricial Alopecia Research Foundation’s website (www.carfintl. org), and started to see what had to be done in order to be able to have a support group in my area. One of their requirements was that you had to have a doctor participate with you in the support group, and that is how I was able to connect with Dr. Shari Hicks-Graham. CONTINUED... Issue 28, Winter 2018

HOW DO YOU DECIDE WHO TO INVITE TO YOUR MEETINGS? Both Dr. Hicks-Graham and I invite participants based on our respective client databases. She invites her patients and I invite my clients. From there we have little invitations that we pass out to them. They may also share the invitation with anyone they may know that has been diagnosed with various types of alopecia and is looking for support.

WHAT ARE YOUR SUPPORT GROUP MEETINGS LIKE?

Printed invitations helps get the word out while personalizing the experience for participants. Dr. Yolanda Lenzy was instrumental in helping me make that important professional connection. Dr. Lenzy offers an online course that I took titled: Getting to the Root of Hair Loss Academy. She really helps bridge the gap between dermatologists, trichologists, and stylists with the attitude that we should all work together to get the best possible results for our clients. It was through Dr. Lenzy that I was introduced to Dr. Hicks-Graham who agreed that she would be interested in doing a support group since she had a lot of patients who had been diagnosed with CCCA and she felt that there was a definite need for a good support group in the area.

DID YOU KNOW DR. SHARI BEFOREHAND? Yes. We knew of each other. I had taken a class that she taught here in Columbus. I did know of her but did not feel comfortable reaching out to her for something like this. I am very grateful to Dr. Yolanda Lenzy for helping me make that connection.

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The primary goal is to provide evidence-based education. We educate the attendees on the different forms of alopecia, explain various treatment options, and offer both educational and emotional support. It’s a lot of support. We are not trying to sell them anything that would influence the attendees to visit either Dr. Hicks-Graham or myself for services. We are just trying to support and educate them. If they come up to us after the meeting to ask for a card or things like that we do give them that information. But our goal is not to promote ourselves. Our focus is to provide support and education. We are very transparent and above all, private. Before we start each meeting, we emphasize privacy and the importance of what we discuss at the meeting stays at the meeting. The priority is that each attendee feels comfortable opening up, speak freely, may have the opportunity to ask questions and just feel secure sharing with one another.

Dr. Hicks-Graham there and seeing her passion for individuals with hair loss has been very positive.

DID THE WOMEN TELL YOU THEY DIDN’T WANT TO BE PHOTOGRAPHED OR IS THAT JUST SOMETHING YOU INTUITIVELY KNEW? With these being our first meetings, I just knew just from some of the comments that the women had made that they weren’t ready for photographs. As the meetings go on and they become more comfortable and confident, we may look into the possibility of sharing photos. But for some of these women, family members, even spouses have no idea they are suffering with CCCA. For almost all of the participants, this is extremely private. Until now, they had no one with whom they could share, so privacy is the key. Moving forward, we want to be able to expand the group and reach out to more people in the community. We would like to let as many people as possible know what we are doing and let everyone know that this support is available for them to come and be a part of.

CENTRAL CENTRIFUGAL CICATRICIAL ALOPECIA (CCCA) A form of scarring alopecia on the scalp that results in permanent hair loss. It is the most common form of scarring hair loss seen in black women. However, it may be seen in men and among persons of all races and hair color (though

WHAT HAS BEEN THE OVERALL REACTION OF THE WOMEN ATTENDING THE GROUP? It has all been very positive. They really enjoy the education, the great discussions and just the fact that they have a place where they can come and share and feel safe. Plus, having

rarely). Middle-aged women are most commonly affected.

CICATRICIAL ALOPECIA RESEARCH FOUNDATION WWW.CARFINTL.ORG

The Voice of the AHLC

join the conversation

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.

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

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

Call 615.721.8085 if you need help logging in or using the Forum. We’ll walk you through it. :) Issue 28, Winter 2018

COUNCIL CONNECTIONS

LESLIE ROBINSON, OWNER, MANE IMAGE, MERRILLVILLE, IN WHEN CONSIDERING ADDING NEW SERVICES, WHAT IS YOUR ADVICE?

HOW LONG HAVE YOU BEEN IN BUSINESS? My mom and step dad started Mane Image in 1987 and I took over in 2003.

ALL SUCCESSFUL BUSINESS OWNERS HAVE A MISSION STATEMENT. WHAT IS YOURS? To empower the female businesswoman to be self sufficient, confident and possess leadership qualities while providing a tender, loving, and safe environment where clients’ feelings are validated and combination therapies are offered.

WHAT UNIQUE SERVICES DO YOU OFFER? Surgical hair transplants, PRP injection therapy, prescriptions for hair loss prevention (Finasteride & 82M compound), hair replacement systems from stock to custom virgin hair, low level laser light therapy, trichology treatments, scalp micro pigmentation, wigs, hair extensions, micropoints, and hair integration. Entrance and front desk

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Surround yourself with mentors and people who are willing to share ideas and teach you. Education is the foundation of adding services to your menu. Don’t be afraid to get out there and join groups, chats, forums, etc. The AHLC has a very active member discussion forum www.ahlc.org/forum. You need a budget for education (books, online classes, in-person classes, events, annual meeting, etc). Once you educate yourself and your staff then you simply set up the pricing, contracts and ad content. I provide paid education for my staff but I also require them to attend a minimum of two classes per year. The incentive is, “Please attain two certificates of continuing education per year or lose your commissions.” I don’t force them, it’s their choice.

HOW DO YOU CROSS PROMOTE YOUR DIFFERENT SERVICES? During the consultation I give options. For example, I find when a client wants a hair transplant sometimes they do not understand that if they are a Norwood six or seven and do not possess a lot of donor, a hair transplant alone may not take them to the finished look they desire. Our approach is to think outside the box. I had a gentleman that had a transplant years ago. He wanted us to shave off his transplants and design a hair system. Instead, I suggested additional hair transplants to redesign the shape of the hairline. Then we filled in the

One of 2 private surgical rooms where we do FUE FUT & PRP

transplants with scalp micro pigmentation. At his crown we designed a custom virgin hair system. He is so happy to not feel like he wasted all that money on his original hair transplants. I also combine extensions with a topper. I see clients that are turned off by the idea of a hair system alone. They will say, ”I don’t want one of those.” I explain that we can create a small hair system to volumize the part and use this as an extension on the top while we add extensions for length and fullness. This gives the ability to style many ways.

WHERE DO YOU ADVERTISE? I use client video testimonials on YouTube, my website and in my lobby on a video loop, photo shoots to accumulate content, social media boosts, digital billboards, broadcast television & cable.

HOW DO YOU TRACK WHAT’S WORKING IN YOUR ADVERTISING? I ask the leads when we are first contacted. I then ask again during consult. I enter my data into my software and my advertising agency sends me monthly analytic reports to track.

WHEN DID YOU DECIDE TO EXPAND YOUR BUSINESS TO INCLUDE MED-SPA SERVICES? In 2010 when I added a surgical facility. With a doctor on location, we were able to do facial injections and laser aesthetics.

A staff birthday party in our break room

The training room at Mane Im for a woman’s hair system

YOU HAVE OFFERED HAIR TRANSPLANTS FOR MANY YEARS BUT RECENTLY TEAMED UP WITH ZIERING MEDICAL. TELL US ABOUT YOUR NEW VENTURE. Dr. Kinler of Ziering medical has added a level of professionalism and skill we are excited to have at Mane Image. I entered into a service agreement with Dr. Craig Ziering that I provide the patients, care for them afterwards and he will provide me with exposure and medical staff. I am really looking forward to a long relationship.

HOW IMPORTANT IS THE PROFESSIONAL RELATIONSHIP BETWEEN THE HAIR TRANSPLANT DOCTOR AND THE NON-SURGICAL HAIR REPLACEMENT PROFESSIONAL? I believe respect has to go both ways. I have worked with other doctors in the past that do not value the nonsurgical solutions we offer. So it is very important to associate yourself with medical staff that values the importance of combined therapies. When the medical staff is with a patient for many hours you want to make sure they are talking up the other solutions you offer such as laser therapy post transplant and SMP. In addition, I position myself as the patient advocate. I am here to make sure the patient is happy and well taken care of after the procedure and while the hair is growing in. I take photos along the way and consult the medical team when needed.

ARE MANY OF YOUR HAIR TRANSPLANT CASES A COMBINATION OF SURGICAL AND NON-SURGICAL? All of them are. What I mean is even if a transplant patient does not need a hair system I still sell them a laser or topical minoxidil, provide haircuts, scalp micro-pigmentation and or PRP. There is always a stream of revenue if

mage, demonstrating taking a fitting

Private room for wigs and medical hair loss you look for it and most importantly ask for the sale.

TELL US ABOUT POST-SURGICAL FOLLOW UP. All patients are scheduled the morning after their transplant to come in for a post-surgical wash. This gives us the opportunity to show the patient how to care for their scalp. At this visit the patient is calmer because the procedure is done. We take photos, do a laser treatment and schedule them for three weeks of in-clinic laser treatments three times a week. This helps the healing process and allows me nine more opportunities to make sure the patient is taking care of the grafts as well as offer additional products and services

DO YOU HAVE ANY ADVICE FOR HAIR REPLACEMENT CENTER OWNERS THAT ARE THINKING ABOUT EXPANDING THEIR SERVICES INTO MED-SPA OR SURGERY? Just make sure your infrastructure is in place (staff, education, contracts, insurance etc.). You need the right consultant and the time to handle the flow.

HOW DID YOU BRING YOUR TEAM ON BOARD TO THE NEW SERVICES YOU ADDED? Each participated in our on location training and we set aside days to train.

SO YOU HAVE A TRAINING AREA? Our building is over 6,100 square feet. When we purchased building in 2005 we occupied 3,000 square feet and had

This is one of our 7 private client service rooms

two tenants that occupied the remainder of the building. I was trying to do video productions and client testimonials in the studio and wasn’t optimal. When my tenants left it was perfect time to change that space into a multi purpose space. As the tenant moved out and my business grew it was the perfect time to have Mane Image to expand into the entire space. I turned 1,200 square feet into a training area.

WHAT TYPE OF EVENTS DO YOU USE THIS ROOM FOR? Because the space stays set up I can put together an event in a short amount of time. We’ve hosted things like live PRP injection therapy, staff training, open houses, photo shoots and we even had a self-defense class for my staff!

HOW OFTEN DO YOU PROVIDE CONTINUED EDUCATIONAL TRAINING FOR YOUR TEAM? At least six times a year but my staff does a lot on online training throughout the year.

DO YOU GIVE COMMISSION TO YOUR TEAM MEMBERS WHEN THEY UPGRADE A GUEST TO ANY NEW SERVICES? Absolutely, I do. I cannot be everywhere all of the time, which is why I offer commissions on both signed contracts and on retail sales. The percentage is on the gross sale and is above and beyond their salary.

Retail area at the front of our studio

Issue 28, Winter 2018

A JOURNEY BEYOND MY DREAMS ALISA HALEK-SCHOENACK, OWNER & PRESIDENT, FANTASIA SALON AND HAIR LOSS CENTER Following your dream can be a scary and exciting thing. Being in the salon industry over 20 years and gaining the much-needed experience led me to a meeting that would change my life forever. CAREER GROWTH

MY JOURNEY With over 20 years in the salon industry, I have built and managed teams, while educating them on cutting, coloring and guest experience. My true passion has always been the guest experience. While my experience as a stylist helps me each day to keep our team on the forefront of current trends, my first priority has always been my team members. I started my career as an apprentice to one of the best stylists and colorists in Minneapolis, Karen Kramer who was personally trained by Horst Rechelbacher. Horst is the founder of Aveda. Being a graduate of the Aveda Institute, I was so excited to learn from her. She taught me what it meant to truly serve each guest 110 percent. Late nights and early mornings never slowed her down. She cared about each guest, whether they were at their best or worst, she was there. This taught me to give everyone my all. I am so thankful for all that she taught me in my early years.

28 Issue 28, Winter 2018

MY NEXT STEP

In total I had the pleasure of working Have you ever had a conversation at three of the top salons in Minneapoin your head and played it from every lis. I became a color and cutting trainer angle you could possibly think of? and grew my skills as a colorist and You think of the positive reaction and stylist. I found my true calling when I it causes butterflies. You think of the began leading and mentoring other negative reaction and your stomach team members. My call to serve others plummets to your feet. Or you try to filled my heart and challenged me in ignore and it keeps coming back. Over so many ways. I enjoy watching others a span of six years, these conversations achieve their dream. With my trainer happened in my head when going to and mentor background I began writbed or when I would wake up late at ing curriculums that would inspire and night following a conversation Twila motivate new stylists. Helping them to Donley (founder and previous owner of grow from beauty school graduates to Fantasia) and I had at my wedding. She top performers in their companies has had casually mentioned, “Give me a call made me proud. And I am excited to when you want to slow down.” I have continue this with Fantasia. While I would love to be the team member providing our hair loss guests with a fabulous experience through making their hair dreams come true, I have found that building a wonderful guest experience within my team and salon location is my passion. Darla Smith, Hair Loss Director and Michelle Schumm, Assistant Hair Loss Director

Shampoo Area, Private Room

Salon Area

known Twila Donley for most of my life and admired her and how successful she was. She always has had a friendly smile and kindness towards others. And I have always admired her. In late 2016, I met with Twila to get her input and guidance on what it is like to own a salon and hair loss center. She was a wealth of knowledge. Within this meeting, Twila mentioned not knowing what she would do with Fantasia down the road. Having had this idea in my head for six years straight, I took the opportunity to ask if she might consider me to be her predecessor. I think this took us both by surprise and we began a conversation that led to a well thought out plan on just how we could make this transition work. Since the team at Fantasia is a family and a very unique business that has had a hands-on owner, I wanted to honor Twila’s wishes so we continued with caution and care. With a strong background in team building and guest experience I knew what I could bring to Fantasia Salon and Hair Loss Center. I just never imagined the amazing impact this would make upon my family and myself. As a first step in the transition of me purchasing Fantasia, in March of 2017 I joined the team as the Operations Director and Stylist, which gave me a wonderful opportunity to get to know the team on a very personal level. Having come from the salon side of the business, I had a lot to learn about hair loss and these wonderful ladies have taught me an immense amount about

Private Consultation Room

Retail Space

the hair loss industry. I have found myself in a very unique opportunity, one that fuels my appreciation for not only the salon/beauty side but more so for the solutions that we can provide to guests suffering hair loss. When I came to work with the team, I knew I wanted to make a bigger difference in the world.

OUR TEAM OF PROFESSIONALS Guests come to us for answers and to educate them on the best solutions. This process is not about us. Finding and having the right team members is incredibly important to making our experience different than anywhere else. Fantasia has this team. I am excited to be expanding our team that cares for each other as a family and welcomes everyone that they meet into our home. Purchasing Fantasia and taking on our existing team that came with over 150+ years of combined expertise in hair loss has been amazing. I am blessed to collaborate with the best in the Hair Loss Industry.

MY DREAM TEAM Darla Smith, our Hair Loss Director brings over 40 years in hair loss. She is my right hand in our Hair Loss Center. And I couldn’t have gotten to where I am at with Fantasia without her support and passion for our vision of growth. Michelle Schumm, our Assistant Hair Loss Director brings over 20 years in hair loss. She is innovative, fun, and

Nail Salon

brings youth to our Hair Loss Team. She sees the future and is excited to be a part of it all. With these two ladies as Co-Captains of our Hair Loss Team I feel incredibly blessed.

WHERE WE ARE GOING As we begin to close out our first year as Fantasia Salon and Hair Loss Center, we are thankful for the existing Fantasia Legacy and will continue Twila’s business ethics. As I took full ownership and starting looking at updating websites, marketing materials etc, it became clear that rebranding was a good idea and I wanted honor my son by naming the business after him. Our new name will be Nedia which is Aiden’s name spelled backwards. With the changing of the name to Nedia we are looking for a new location as well. We see hair loss impacting all of our generations and see the need for more service options and multiple locations. Our hair loss education will be enhanced with more advanced education for our hair loss specialists. We will be growing our team of professionals to touch and help as many people as we can. With new additions to our team we will be including a boot camp for our new hair loss specialists. We feel that education is key to growing and sharing this knowledge with our guests. With our passion for serving, our new team members will be learning the Nedia Experience in care for hair loss guests and salon guests. Our goal is to touch the lives of more guests in a meaningful way. Issue 28, Winter 2018

AHLC ACADEMY

THESE CLASSES QUALIFY FOR MASTERS CERTIFICATION POINTS

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. January 27 February 24 March 24 Classes to be held at: 240 Newport Center Drive Ste. 107 Newport Beach, CA 92660 Regular Price $700: AHLC Members receive $150 discount, mention this when you call. Reservations required. Questions? Amani Hair / 949-720-1888 erika@newporthairlosscenter.com

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. For more info visit easihairpro.com or call Toll-Free in US & Canada 855.704.4100 International +1-858.704.4100

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HAIRART INTENSIVE ADVANCED HAIR REPLACEMENT TRAINING Hairart Salon, Los Angeles, CA Date: Open (call for available dates) Class Includes: 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

HAIRMAX HairMax offers the following education 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 • TRAINING AVAILABLE AT YOUR LOCATION and is customizable to meet your needs. Contact Grant Gunderson 561-314-2430 x119, 412-980-4247 (cell) to set up a training session for you and your staff.

The Voice of the AHLC

HAIRVISIONS HAIR ACADEMY - FT. LAUDERDALE

For over 20 years, the Hair Visions International Hair & Regional Academy’s have excelled in enhancing both the technical and business sides of hair replacement to over 3,000 national and international technicians and studio owners. And now with the introduction of Head First Hair Loss Prevention and Scalp Therapy, studios across the country 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 will provide all the technical knowledge needed to excel in today’s market. We will 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. February 10-11: Two Day, hands-on Our Rite/Gemtress Hair Replacement Certification Cass February 12: One-day Medical Hair Loss Certification Class April 1: Advanced Class - TBD Education & Training at the Hair Academy, 5200 NW 33rd Ave., Suite 215, Ft. Lauderdale, FL 33309 Call 800-327-5555 for additional information

REGIONAL HAIR ACADEMYTWO 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. January 27-28: Atlanta, GA, Hampton Inn, 3450 Bobby Brown Parkway, Atlanta GA 30344 404 767-9300 April 28-29: Phoenix, AZ Call for Details 800-327-5555

HEAD FIRST HAIR LOSS PREVENTION & 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

HAIRUWEAR HairUWear offers ongoing education for Non-Surgical Hair Replacement and hands-on seminars for ready-to-wear wigs, top of head solutions and clip-in extensions. Check www.hairuwear.com for the 2019 seminar schedule.

INTERNATIONAL HAIRGOODS 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. Call 1-800-328-6182 to find out how to become involved and to schedule your training.

AHLC MEMBER

SPONSORED EDUCATION NEED TRAINING? AHLC members now have immediate, 24/7 access to all levels of education from the very best in the industry, Our AHLC Vendor members. Just log into your membership account at AHLC.org and click Event Calendar.

February 24-25 Hair Academy, 5200 NW 33rd Ave., Suite 215, Ft. Lauderdale, FL 33309 Call 800-327-5555 for additional information Issue 28, Winter 2018

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