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The Link The Voice of the AHLC
ISSUE 8 • 2013 ON THE COVER: 7 Ingredients in Topicals, What to Look for 9 Living with Monilethrix 30 When OSHA Comes Knocking
Special Section - 2014 Industry Forecast: 12 Hair Extension Forecast 2014 14 Industry Forecast for 2014 Where it’s come from & where it is leading 16 Interview with Tony Sciara of New Image Forecast 2014 17 Five Tips for Success in 2014 18 How Generational & Tech Changes Impact The Hair Replacement Industry F eatures: 11 New Image Conference 22 Nova Hair International 24 Request Customer Reviews 33 Hair Icon Award 35 Making the Perfect 37 Europe’s Largest Hair Replacement Trade Show
In Every Issue:
4 10 26 28 38
Message from the Board AHLC Academy Member Spotlight New and Renewed Members Product Spotlight
Subscription Information: Subscriptions to The Link, The Voice of the American Hair Loss Council are mailed FREE to members of the AHLC within the continental United States. International members are provided digital copies free. Please contact us for additional shipping rates if you are an AHLC member outside the US and wish to receive a printed edition. Non-member subscription price: $60 annually within the continental United States, $85 International. To become a member, renew your membership, or subscribe to The Link as a non-member, please contact the AHLC 855.445.9509 or log on to www.AHLC.org.
The Link Issue 8, 2013 3
The Link The Voice of the AHLC
MESSAGE FROM THE AHLC BOARD by: Susan Kettering, Executive Director When you have been around as long as I have, (AND THAT’S A LONG TIME) not only has the industry changed but the client has changed as well. There are so many reasons why people have hair loss and there are so many options that we have to offer them. When I got my start in 1975, there were two options, hair or transplants. Sure, we had lotions and potions but nothing that was creditable. I worked at a salon that was the largest in Pittsburgh and if we didn’t sell it, it didn’t exist. With so many options for a person to choose from, and the Internet providing so much information, I’m surprised someone hasn’t found a way to pop out of the computer and cut the clients hair in when you purchase online. I’m sure that’s just around the bend! With that being said we, the professionals, have to stay on top of our game. That means staying current with everything that has to do with any form of hair loss. That’s why The Link is such a valuable source of information for the those of us who care about offering the best options for our clients. The Link strives to be a forum that provides the most current information available. It doesn’t matter if you are just starting in the hair replacement industry or if you’re thinking of retirement. If you are passionate about taking care of people who suffer from hair loss it’s your responsibility to offer the best solution for that individual. It’s a perfect time to be in the hair replenishment business. We have a better understanding of hair loss. We are able to offer products that can ward off hair loss for a few years. We have credible options. It’s not just about wearing hair anymore!
Membership Information:
For more information call toll-free 855.445.9509 or visit www.ahlc.org.
For a membership form visit www.ahlc.org or email info@ahlc.org We’ve got a new toll-free phone number. Please make a note of it.
855.445.9509 ...just don’t everyone call all-at-once.
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 30 South Main, Shenandoah, PA 17976 855.445.9509 or info@ahlc.org
The Link Staff:
Managing Editor: Janine Thornhill Design and Layout: e-zign Design Group, www.e-zign.com Creative Director: Terrell Thornhill
Contributors:
Dale Aho, J.D., COO, Di Biase Hair Extensions USA Farmington Hills, MI Elvira Amankwa, CMP, Marketing Manager, New Image Labs, West Palm Beach, FL Janie Bass, Hattiesburg, MS Ron Kaufman, Partner, Media Power Advertising, Charlotte, NC Susan Lin, MD, Founder/CEO, La Canada Ventures, Inc., San Mateo, CA Ryan Margolin, European Director, Professional Hair Labs, Zephyrhills, FL Tony Sciara, President, New Image Labs, West Palm Beach, FL Marissa Porcaro, Director of Marketing and Communications, Professional Beauth Association, Scottsdale, AZ Ari Rosenstein, Director of Marketing at CPEhr, West Hollywood, CA Keith Zimmerman, President, Keith’s Haircenter and Voga Wigs, Green Bay, WI
AHLC Board of Directors: Peggy Thornhill, President Marsha Scott, Vice President Susan Kettering, Executive Director Betty Ann Bugden, Treasurer/Membership Director René Meier, Board Member Joseph Ellis, Board Member
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 © 2011. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Published by e-zign Design Group. www.e-zign.com
4 The Link Issue 7 2013
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The Link The Voice of the AHLC
Ingredients in Topicals
What to look for
by: Susan Lin, MD, Founder/CEO, La Canada Ventures, Inc.
O
ne needs only to note the continually increasing number of products and services in the beauty and hair restoration industries to understand the seriousness of hair loss, as the industry grows for both men and women. With so many options out there, it is necessary to use caution, both as consumers and hair restoration practitioners when searching for the newest and best solutions. We understand the biological causes for hair loss, namely: Aging, genetics, hormones, and nutrition. Women also find that physical elements,
effective decision for him or her. First, of course, before any treatment, men and women should see their health care provider to rule out treatable medical causes of hair loss, such as anemia and hypothyroidism. There are many hair loss options available, including extensions, hair fibers, supplements, wigs, weaves, prostheses and even transplant surgery. There are also many topical treatments that can work well alone, or as a complement to a hair system or a transplant procedure. For example, an anti-fungal
such as from chemicals, traction, heat and pollution can exacerbate the problem, adding to hair breakage and hair loss. It is important to take all of these factors into account when determining the proper treatment, with both procedures and products. Since early intervention will often yield the highest satisfactory results, consumers need to be well informed of the safe and available options at each stage of hair loss. It is important that the hair loss practitioner is aware of the benefits and drawbacks of each option, to help the consumer make the most
hair loss serum can make a world of a difference in the comfort the consumer feels when wearing a hairpiece. It can also help the practitioner be sure she is always working with a clean scalp. Often, the best hair loss solution regimen is one that involves products to address the current state of hair loss as well as products to strengthen the existing hair to try to minimize loss for the future. In simple cases, supplements containing vitamins and antioxidants can help promote healthy hair. Topical scalp treatments with the popular
over-the-counter medication minoxidil and, lately, newer non-prescription cytokine- and peptide-based topical treatments can also be added to a supplement regimen. In more serious conditions, prescription drugs or new plant-stem-cell-derived products can be used to address excessive DHT production, which is the leading cause of hair loss for men and women. It is very important to note, however, that when hair treatment products are sold to professionals in the hair industry, the products do not have to clearly list all of their ingredients. Ingredients can be left off of the label, or they may be listed under an unfamiliar description. It is important that we are all vigilant in understanding what is in the products we put onto our scalps and hair. Look for natural and/or organic ingredients when possible. Try to avoid parabens. If you are unsure of an ingredient, speak up, and ask what it is and how it benefits the product. When making decisions, take into account how the product will affect your health and its effectiveness. Hair restoration is multifaceted, as it has physical and emotional implications. There is no one solution or product that is right for everyone, but by making informed decisions, both the consumer and the practitioner can make the right individualized choice. The bottom line, for both consumers and hair restorations centers, is to be educated regarding the science based products and treatments and to stay away from the hyped advertisement. Look for transparent ingredient information and any studies that might be available. Approach new solutions with an open mind but also have your eyes wide open. Also, be sure to review your options early, during the beginning stages of hair loss, to ensure that you are likely to see the most benefits and results. The Link Issue 8, 2013  7
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The Link The Voice of the AHLC
Living With Monilethrix
A rare disease and difficult to diagnose by: Janie Bass, Hattiesburg, MS
O
n June 8, 2006, Lydia Bass was born in Hattiesburg, Mississippi, weighing 9 pounds, 1 ounce, with a head full of black hair. She was a very healthy, happy baby. When she was about 3 months old all of her hair fell out, which seemed completely normal for a baby. She was completely bald headed on her first birthday, and we began to wonder when she was going to finally grow some hair. By the time she was 2 years old and still didn’t have any hair, we questioned her pediatrician and he assured us there was nothing abnormal about her not having any hair yet. By the time she was 2-½ years old she was still bald, we went back to our pediatrician and he again assured us this was normal. I absolutely insisted that he refer us to a pediatric dermatologist just to reassure me that nothing was wrong. We went to see a pediatric dermatologist at Oschner’s in Baton Rouge, LA. She gave us a variety of diagnoses ranging from “she might grow out of this” to “she might have mental disabilities”. I again insisted on a second opinion and she referred me to a doctor at Austin Children’s Hospital that specialized in hair abnormalities. As soon as he saw Lydia he immediately diagnosed her with monilethrix, which is an inherited abnormality of the hair shaft that is extremely rare. Basically she has bad hair follicles that cause her hair to break
off when it gets about ¼-inch long. Any irritation, especially where she lays at night, causes extreme damage and bald spots. After his initial diagnosis, he referred us to a genetic research project at Columbia University that verified his diagnosis. I was relieved as we say that it was “just hair”. The doctor explained to
us that the only option was for her to be bald or wear a wig; that there was no treatment available. We were very thankful that nothing was physically wrong with her and decided that when it bothered her, we would check into
something. When Lydia was about 3-1/2 years old, she asked Santa Claus for a ponytail for Christmas and we knew it was time to look at our options. We found Peggy Thornhill at Classic Designs on the Internet, called her and asked her how she could help us with Lydia. She let us know about the various options and we chose to get a wig for Lydia when she turned 4 years old. She was excited about her first wig, but the first time she got a ponytail like the other girls, she was glowing. The first time she walked into her Sunday school class with her hair on, her friend said, “Oooh Lydia, you look fancy”. When Lydia was in K5, she insisted that I bring her new wig to show and tell. She stood up on a chair in the front of her class and went in detail about how we took off her old hair and put on her new hair. She tells everyone, “God didn’t give her any hair, so she just gets hers in the mail”. Having hair has given her a lot of confidence as her personality is developing, but she also is very compassionate towards people who are less fortunate than her. I know one day she will change the world for the better. Lydia is now seven and is the sweetest, happiest child I know. She is extremely active and loves to hike, swim, dance and she plays soccer and basketball. She was also an elementary cheerleader at school and loves to tumble. The Link Issue 8, 2013 9
AHLC Academy Class Listings Your resource for continuing education and accumulating points towards our Master’s Certification. Discounts on class fees may be available to AHLC members. Ask when registering for classes.
AHLC ANNUAL CONFERENCE April 26-28, Hyatt Regency Pier 66, Fort Lauderdale Call Betty Bugden 570.462.1101 for info. Di Biase Hair USA For a listing of scheduled certification classes throughout the U.S. please visit at www.dibiasehairusa.com/pages/certification.html or call 248-489-8900. IHI CyberWorld 2014, March 22-24, 2014, Las Vegas, NV All training is held at IHI headquarters. Contact us at 800-328-6182 or to learn more visit Micro Point: www.micropointlink.com, Cyberhair: www.cyberhair1.com, Private Issue: www.privateissuebycyberhair.com 1/13, Micro Point Solutions Training 1/27, Cyberhair Training 2/3, Private Issue Training 2/10, Micro Point Solutions Training 2/24 – Cyberhair Training 3/22-3/24 – Cyberworld 2014, Green Valley Ranch, Las Vegas, NV International Salon and Spa Expo 1/25-1/27, Long Beach Convention Center, Long Beach, California Open to licensed professionals, students and instructors only. Info and tickets at www.probeauty.org/isselb New Image Why wait for another conference. Industry training is available online, so you can learn anywhere and any time. Visit www.newimageuniversity.com for top-notch industry education. With brand new classes and two certification courses to choose from, set yourself apart, improve your skills, and increase your revenue. Call 800359-4247 or visit www.newimageuniversity.com today. On Rite On Rite Annual Conference, February 16-18, 2014, Fort Lauderdale, FL Classes held at our On Rite Corporate Office’s hair academy, Fort Lauderdale, FL 3/22-3/25, Four Day Men, Women’s & Medical Certification Class 3/22-3/24, Three Day Men and Women’s Hair Replacement Class 3/10, One Day Ultratress Instruction Class 3/25, One Day Medical Hair Loss Certification Class Regional Academies: 3/15 Reno, NV, Women’s One Day Medical Hair Loss Certification Class 4/13-4/14, TBD NJ, Women’s Two Day Hair Replacement Certification Class Call 800-327-5555 for registration information.
The Link The Voice of the AHLC
New Image Conference
October 19-21, 2013 by: Peggy Thornhill, President, AHLC
N
ew Image’s 2013 annual conference NIU LIVE 2013 was hosted at the beautiful Marriott Hotel in downtown West Palm Beach, Florida, hair loss professionals from all across the country, Europe, Israel and Latin America met to see, hear, touch and feel what is new in the hair replacement industry.
The featured presentation “Building a Successful Women’s Hair Replacement Business” by Jeffrey Paul had the audience thinking outside the box on how to understand women with hair loss. Many industry veterans provided excellent hair replacement education, ranging from mold making to bonding, from coloring to the latest styling techniques. Presenters included Keith Zimmerman, Robert Voza, Ricky Knowles, Randy Clark and Wendy Howard. Among the available sessions were, “Design Solutions for Ethnic Hair for Women of Color” and “Extreme Solutions for Extreme Hair Loss Problems”.
Tony Sciara, President of New Image Labs during Opening Ceremony Tony Sciara (right) and Education in Excellence Awards Recipient Robert Voza
The conference also featured a line-up of business, medical and para-medical professionals to share their expertise with the audience on the ins and outs of sales, social media, web marketing and Holland Hair – International hair replacement even OSHA. Valuable information was specialists from Europe presented in eye-opening sessions on trichotillomania and alopecia. Speakers included Jay Benjamin, Jerry Schroeder, post-humously. Also, William Avin Kline, Dr. Renae Reinardy, Dr. Y. “Willie” Campagnolo received the Lenzy and Connie Judge. Attendees had second 2013 Hair Icon Award. the opportunity to see, first-hand, New Robert Voza was honored with Image’s new arrivals in addition to the the “Excellence in Education most popular styles. Award” for imparting excellence in hair loss education with dedicaOne of the highlights of the contion, passion and zeal. ference was the presenting of two highly coveted awards: The Hair Icon The AHLC was honored to be Award and the Excellence in Educaa welcome part to this exciting tion Award. Tony Sciara, President of event. We believe that every eduNew Image Labs, presented both. Ben cational opportunity is always a Grant Gunderson, Susan Kettering, Peggy Thornhill Carey received the Hair Icon Award boost to the entire industry. The Link Issue 8, 2013 11
The Link The Voice of the AHLC
Hair Extension Forecast for 2014 by: Dale Aho, J.D., COO Di Biase Hair Extensions USA
A
s we look toward 2014, all indications are that hair extensions will continue on course to becoming mainstream. The proliferation of hair extension companies translates to increasing numbers of hair extension professionals and extension wearers. And there are no signs of lessening interest. While there may be a degree of saturation in some markets, there are many more that remain nearly untapped or which are growing rapidly. For better or worse, we envision a workplace that begins to more closely resemble the European version, where nearly every stylist is trained in extension services. Unfortunately, the tradeoff may be a degree of loss in quality as more and more training is taking place with relaxed standards or outside of the company sanctioned certification programs. Fortunately, indications are that cosmetology schools may be taking up the baton, making extension education a basic component of the curriculum. And yet, the most positive outlook is not in the mere numbers of extension wearers, but in advancements in helping a most deserving and underserved group – individuals who suffer from hair thinning. With finer bonds, allowing for work on the top of the head and advanced training of stylists, we foresee extensions adding richness to lives to an extent we have not seen before.
Our Experience Being a relatively young company with a national agenda, Di Biase Hair USA has taken a path that provides a unique personal insight into the state of extensions. We have spent, on the average, two weeks each month on the road holding certification classes, meeting with distributors, detailing with sales representatives, engaging in insalon cold calling and interviewing job applicants, while visiting nearly every 12  The Link Issue 8, 2013 
region on the map. We have talked with stylists, students and salon owners in their own environments, listening to their stories and gaining an understanding of their regional demographics and individual business challenges. Through person-to-person involvement, and through some difficult times, we have quadrupled our sales over the last three years, trained hundreds of stylists, and in the process acquired what we believe to be a strong understanding of where the industry is trending. This world of extensions is a very big world indeed, with tremendous competition, interesting and varied products and emerging markets. There is, of course, a great amount of saturation in some locations, such as southern Texas, southern Florida, and southern California and yet even in those areas many segments remain untouched. In areas like New England, the San Francisco Bay area, and many parts of the population bases of the Midwest and south, the potential has hardly even begun to be reached. In a number of locations, we are finding it difficult to even train enough educators to meet the demand. Notably, a lot of new enthusiasm is coming from students in cosmetology schools and from regions that are not large population centers. In holding classes recently at schools in Nebraska and Iowa, we were energized by how confidently the students spoke of building client bases in areas that have barely been
glazed by the extension business. Meanwhile, there is the small mid-north college town of Mt. Pleasant, Michigan, where nearly every stylist in every salon is now offering the service and its largest beauty school has begun scheduling classes. We have even found interest in Hawaii, training salons and demonstrating to schools and at shows, in a place where long beautiful hair is naturally the norm. The fact is that extensions are a source for new money and new clients and stylists do not want to be left out, and that will continue to fuel the industry, certainly in the near future.
Inching Toward European Model As all hair extensions companies that deal internationally will know, an ocean separates the U.S. and European markets. Within Europe, it is possible to sell to any stylist as nearly every one has learned how to do extensions in some manner or other independent of hair extension company training. Whether they apply them well is another question. On a recent visit to Di Biase Hair Extensions USA, Aniello Di Biase, founder of Di Biase Hair in
Vikki Parman leading an extension certification class
The Link The Voice of the AHLC Italy, remarked that he was amazed at the high quality of our applications. He said that he often cringes at the poor work he sees in Rome and Paris and describes what he sees as “hit and miss.” Still, the companies that sell extensions can perform wonderfully as they are unhindered by the impediment of educating their consumers. Within the United States, we have traditionally been aided in efforts at quality training by excellent company operated education programs. Historically, hair extension companies would simply not sell to a hairdresser who had not been certified. Some of the reason for that, of course, was self-serving. Since very few knew how to work with extensions, companies trained stylists in order that the stylists would begin buying hair. There was the opportunity to control the market as well as it was then possible to build in loyalty programs and other incentives. Moreover, the cost of the classes was significant and so they served as important moneymakers. Still, the net result was an emphasis on education and that has served the industry well, as we have continued to maintain high standards. An interesting but somewhat unsettling aspect of the increase in and access to extensions is we seem to be moving closer to the European manner of operating. Nowadays, nearly everyone at least knows that extensions are available. Stylists are under pressure from their clients to do extensions “now.” In order to remain competitive, stylists have been doing whatever they can, quickly, to learn in whatever manner might be expedient. With access to YouTube videos and fellow stylists who are willing to “help them out,” it is clearly a disincentive to traditional certification that they have to put out significant money, travel, and spend the time. They just don’t want to have to go through all that trouble and cost. For 2014, it appears inevitable that informal training will grow as a concern. Hair extension companies may continue to offer and urge training but find themselves unable to monitor and regulate in sales who has been trained and by whom. Unless we can alter that course or re-direct the education component, our typically high standards in this
country will be challenged. One alternative scenario, attractive for several reasons, is for cosmetology schools to take up the gauntlet. With ever-increasing interest in extensions, progressive school owners and administrators may realize that adding an extension training program to their curriculum will greatly benefit the school, its students, and the industry as a whole. Incorporating an extension component may be a bit away for many programs but there are many others who are already reaching out. We are confident this very positive trend will continue into the coming year. Di Biase Hair Extensions USA is certainly not alone in experiencing increased attention from the students and schools across the country. This is very much a positive for those of us who consider the well being of the hair extension wearer to be paramount.
A Finer Future Perhaps the most uplifting development that we see for 2014 is within the thinning hair demographic. For so long, and excepting the talents of some truly advanced practitioners, the benefits of hair extensions have been ordinarily confined to those desiring length and fullness on the sides of the head. Virtually no attention has been paid to the ability to work with thinner hair on the top of the head. The weight and size of the bonds, even when cut, simply put too much stress on the hair or resulted in bonds that could easily be seen. The advantage that Di Biase hair extensions enjoy is that they are very fine and lightweight. They can be cut even smaller and, when properly used, they can be applied on all surfaces of the head. When combined with the flat wrap technique, extensions above the occipital can restore confidence and a positive image for many who thought it impossible without a hair system. My partner, Vikki Parman, has developed and oversees our national education program. She has a very deep personal concern for those who suffer from hair thinning issues, which led us to join the AHLC. After years of work and study, she decided the time had come to reach out, not only to those stylists who work exclusively in the hair
loss industry, but to the great numbers who are not intimately involved and yet have clients who suffer in some manner. In 2013, she developed a class aimed specifically at those hairdressers who are advanced in extensions and motivated in this area. Not surprisingly, the early returns on these classes have been ecstatic, from both the stylists and their models. As members of the AHLC of course know, the ability to replace hair is an amazing experience. It is satisfying to us that we are now able to offer that opportunity, albeit at a more basic level, to a relatively large segment of the hairdresser population who could not otherwise offer any assistance to their clients. We are unsure of how other hair extension companies will react to this type of education, or if they will react at all. Some may not have the product or education component in place, or otherwise see the viability of working with thinning hair. We suspect, however, that other companies will in fact recognize the significant market and take appropriate steps, as we all address the needs of an aging population. Certainly, it is Vikki’s intent, and a direction that we will support, to increase our own efforts. Hair stylists are among the most giving professionals on the planet. They usually are in business for the primary reason that they love to make people look and feel better. We think this ability to work with thinning hair will fit in well with those aspirations and even open up new avenues for stylists who may not have considered extension work previously because they have “older” clients.
Final Thoughts It is evident that extensions are going to continue to grow in popularity in 2014 and beyond. With that growth there will be challenges as hair extensions companies no longer retain control over the education process. To fill the void, we believe there will be an increase in cosmetology schools that offer hair extension training. We also believe extensions will begin to move in additional positive directions as the industry begins to serve the needs of the thinning hair population. It promises to be a very interesting year. The Link Issue 8, 2013 13
The Link The Voice of the AHLC
Industry Forecast for 2014
Where it’s come from & where it is leading by: Ryan Margolin, European Director, Professional Hair Labs
The Past: The Long History of Hair Replacement Hair replacement options, both surgical and non surgical, are not new technologies. Procedures such as grafting as well as scalp flaps or the stripping procedure dates back to the early 19th century. The more modern replacement procedures that help arrest and correct lost and thinning hair originated in Japan in the 1930s, which was during the Great Depression in the United States. At that time surgeons used smaller follicular unit grafts as a hair replacement technique for restoring eyebrows and eyelashes. However, they were not using these procedures to treat male pattern baldness during that time. Unfortunately, the worldwide shock and dismay resulting from World War II interrupted further research in the development of hair replacement techniques and the original efforts never achieved much acclaim. It would be another two decades before research was resumed and it wasn’t until the late 1950’s when hair transplantation was born thanks to Norman Orentreich, an American dermatologist from New York City. He began experimenting with transplanting donor follicle grafts to the balding areas of his patient’s scalps who male pattern baldness. Before Orentreich’s experimental hair replacement surgeries, the popular opinion among scientists and doctors was that there could be no benefit resulting from transplanting existing hair follicles to balding scalp areas. However, Orentreich clearly demonstrated that these donor grafts had to be “donor dominant” in order for the procedure to be successful. He proved that donor dominant hair follicles not only grew but they lasted as long as they would have in the donor area. His surgical practice still exists today and 14 The Link Issue 8, 2013
successful transplants are continually being performed. During the next couple of decades, there would be significant advancements in hair replacement technology such as the transplantation of smaller follicular grafts using two to four millimeter sized grafts. Unfortunately, this led to results which made the person’s hairline and scalp resembling that of a doll’s – which if you haven’t seen a doll’s head, it looks really fake. The concept of using smaller hair grafts to avoid this didn’t arise until the 1980’s when Dr. Carlos Uebel in Brazil introduced using larger quantities of smaller sized grafts to prevent that doll’s head appearance from occuring. With the birth of Follicular Unit Transplantation (FUE) in the middle of the 1990’s, hair replacement surgery became much more refined. FUE is now widely used throughout the United States. It is often times said that FUE is the best of all hair transplantation procedures. The reason for this is the fact that a square centimeter of scalp tissue can be implanted with over 50 of these follicular grafts.
The Present As of 2013, the non-surgical area of the hair replacement industry is shrinking. This is mainly due to the rising cost of hair units, unreliability of hair quality and the rapid growth of online availability, making so-called specialty products globally available for lower costs. With this rapid expansion of online visibility of both hair replacement studios and suppliers, it is becoming more and more important that business owners use as many relevant digital channels to put themselves in front of perspective clients. As every studio owner knows the downturn in the economy has driven many hair wearers into looking at purchasing hair units online and performing the services at home. While this DIY process is strongly advised against by many hair replacement professionals, it does not change the fact that hair wearers are starting to turn down this path. These types of decisions are forcing studio owners to come up with creative ways to ensure their clients are happy and are being supplied with services they cannot get online.
The Link The Voice of the AHLC The Internet market is a growing market for the reason it is saving some clients, literally thousands per year. This isn’t always a good thing though. While the quality of hair is getting worse, people are finding it hard to know where to turn or who to trust to supply them with the quality hair they expect for the price they pay. Second to hair, but no less important, are the products that are used to remove and reattach the hair units. With changing times and changing trends, studio owners are always looking for ways to cut costs to bring down overhead. Purchasing products from companies that supply adhesives, cleansers, scalp treatments, shampoos and conditioners should not be taken any less serious than a company that their hair units are purchased from. In fact, it is becoming more and more evident that customers and studio owners are paying more attention to the ingredients of the products that come in contact with the skin. This has been a major turn from the only previous available options of solvent based adhesives and citrus or alcohol based removers. The great thing about the evolution of online information is that it is now widely known that any ingredients can easily be researched at the click of a button. In fact, as you have probably experienced, changing trends will show you that you are probably not the only one asking these questions, as many hair loss and hair replacement forums will indicate. I have recently completed an analysis of hair replacement studios and resellers worldwide and changing trends show that 73.2% of the hair replacement studios that participated are more aware now of the safety features of new products available then they were only five years ago. This in turn has created a huge opportunity for all hair wearers to obtain the safest products available and also the hair replacement studio owners to confidently sell to their customers.
The Future From 2014 and on, the hair replacement industry will see more rapid changes. On the surgical side, robots will start to replace surgeons. This has already started with the ARTAS System. This system is said to increase a person’s selfesteem while decreasing the lost time of work or daily life they experience. The robotic system received a gold medal when it was placed as a contestant in the Edison Awards, an international awards ceremony honoring innovators in science and medicine. As to knowing how long this system will last, only time will tell, but the innovations and technology evolving from these new technologies show that there will always be widely available options for the non-surgical hair replacement side to compete with. An example of this new technology in action comes from Azam Khan, who used the system after deal with balding after 14 years. Khan stated after recovery “I am not looking 44, I am eight years back…I am feeling very confident and very good.” See chart on page 14, The Psychology of Hair Transplant as more evidence the robotic system is effective. And here is the difference is in the images below. The one on the left is the outdated procedure commonly known as the
strip method. As you can see, there is a large scar around this individual’s head. With the new robotic technique, this doesn’t happen. There are also major changes coming in non-surgical hair replacement over the next few years, which we ourselves are working towards. There are a handful of patent pending technologies, which are making their way to the testing phases, and we are working very closely with these processes in creating cutting edge adhesive technologies to compliment these products. My advice for the future of nonsurgical hair replacement studio owners would be to utilize the tools and options made available to you online. SEO, both on a local level and international, depending on your target market, plays an extremely important role in competing with these newly available surgical methods. Quality website content combined with a strategic choice of keywords and frequent updates can ensure that you stay competitive in this rapidly changing industry. It is very important to note that Google is the search engine market leader with a share, in the USA alone of 66.5%, just down from 67.1% in March of this year. Although Bing is making a slight dent in the search market again, it will be more beneficial to base your SEO strategies around Google’s requirements for the foreseeable future.
The outdated strip method (left) resulted in a large scar. The new robotic technique (right) leaves no such scarring.
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Interview with Tony Sciara of New Image
Forecast 2014
by: AHLC and Tony Sciara, President, New Image Labs
AHLC: Hello Tony. Thanks for taking the time to speak with us today during the busy conference. With the year of 2013 almost at a close, what are the expectations for the future?
Tony: Some segments of the hair loss
attention is brought to the condition. We then all benefit, especially the hair loss professionals.
AHLC: Speaking about the future, what do you think the future holds regarding Asia?
AHLC: What is the most powerful tool
Tony:
New Image has for 2014?
Things are continuing to change in Asia. No matter what we want to
industry are transitioning. Existing business models need to be re-thought as the key drivers are changing due to increasing costs. To enjoy continued success we need to think outside the box. We see a strong tendency towards the women’s business and are we ready for it. To start, we need to understand how women think and how they respond to hair loss. Only then will we be able to build lasting relationships and achieving any level of success.
AHLC: What other trends do you see? Tony: We see a growing interest in hair loss from the beauty industry. We do receive calls from hairdressers who are looking for information about our services. They have clients in the chair with various stages of hair loss and have no options or solutions for them. The irony is that these salons know how to work with women and service their needs, but do not have the answers for hair loss. However, we in the hair replacement industry have the solutions, but in most cases are weak in our ability or willingness to work with women clients.
AHLC: That is quite interesting. Do you think it is a benefit to our industry that AVEDA for example and many others are coming out with new anti-hair loss and anti-hair thinning product lines?
Tony: Absolutely, yes. It creates and facilitates discussion and awareness. The more professionals are talking to their clients about hair loss the more 16 The Link Issue 8, 2013
Susan Kettering, Peggy Thornhill, Grant Gunderson and Tony Sciara at the New Image Conference
Tony: New Image University. The new site has just been launched and we are now offer two certification courses – New Image Certified Hair Loss Specialist and New Image Certified Master Hair Loss Specialist. This online educational tool will pay off for the entire industry. We plan on continuing to further expand the site in the future and make it grow even more. Education is key.
believe, some of the third world countries are no longer considered developing countries. In fact, both China and Southeast Asia have a rapidly expanding middle class. In addition there is less interest for good workers to go into the hair trade. It is going to be a challenge to have long-term access to and a continuous supply of hair. Sustainability of the product chain should be in the forefront of every studio owners mind.
The Link The Voice of the AHLC My recommendation is to align yourself with one or two key hair suppliers, which provides a secure, long- term source of product.
Five Tips for Success in 2014
AHLC:
How about research and development?
by: Elvira Amankwa, CMP, Marketing Manager, New Image Labs
Tony:
We are constantly researching and creating new products, especially in the women’s market. Actually, we just launched a number of beautiful, versatile women’s hair systems with Biolon, 100% Remy human hair and 100% European Hair. We also are continuing work on various materials to improve the stability and durability for our men’s designs.
AHLC:
Speaking of Biolon, in view of the ongoing issues with handling human hair, do you feel Biolon can replace human hair?
Tony:
Biolon was inspired by the vision to create a product that could simulate human hair. It was never intended to replace human hair. It’s simply another tool or option to achieve the style and the design you are looking for. It feels and acts like human hair, mostly due to its composition, as it gives the feel and movement of real hair. It does not fade and is just as durable as human hair. In my opinion, it’s a great solution for the market, moving forward.
AHLC:
Thanks so much, Tony, for your time and your insight. We appreciate it. Do you have any closing comments or thoughts?
Tony: Let’s be passionate about our industry and realize the great potential. Let’s encourage everyone in the industry not to focus on what’s broken but instead on how we can improve it. We invite everyone to commit to elevating the entire hair loss community through knowledge and education, so that we can all become a resource center for today’s sophisticated and well-informed consumers. There will always be a demand for competent hair replacement professionals as long as there are people with hair loss. It is up to us to change and adapt to new market conditions and new consumer behavior patterns. It’s an exciting journey.
W
e have contributed to The Link many times throughout 2013 and with this issue being dedicated to an industry forecast, we have been asked to put together some pointers of what we think will help you to be successful in 2014 and beyond.
With our best wishes for a successful new year, we have created the “Top-5-List” below. We hope you will enjoy reading and more importantly, implementing some of our tips.
1. Align yourself with a strong manufacturer More than ever, it will be important in 2014 to align yourself with a strong hair manufacturer to ensure a consistent and continuous supply of quality hair for you and your clients. With the prevailing global economic conditions and the labor situation in China, a solid relationship with a strong manufacturer will be key to your uninterrupted hair supply.
2. Know there is a difference between price and value Not everything that has a low price is of good value. What might seem cost-effective or even a so-called bargain at first, does often not provide in the long run the value that you and your clients are looking for and deserve. Problems with the product, lack of customer service, hassle with returns, damage to your reputation, increased administrative costs at your end are just some of the issues that can come along with low price and little value.
3. Reach out In 2014, it is going to be crucial to reach out with marketing. Advertise online or in print. Don’t shy away from social media, such as Facebook and Pinterest as they are great tools to help brand your studio, spread the word about your services and showcase what you can do. Don’t neglect email marketing. Be visible in your community by attending and participating in events. Host an Open House. Get the word out about your business. This will help raise awareness, generate leads and create new business for you.
4. Merchandise Here is one tip straight from the horse’s mouth, one of the most successful studios in the nation. “Tap into the power of merchandising. By having a merchandising program in place, you can generate a viable stream of revenue for your studio. Many great products, such as hair care lines, are available, which lend themselves for profitable retail sales in your studio.” With the right products, display options and incentive structure for your staff to participate, merchandising can translate into $$$ for you in 2014.
5. Move Benjamin Franklin said: “All humanity is divided into three classes: those who are immovable, those who are movable and those who move!” Be a mover and a shaker. Be creative and pro-active. Be enthusiastic (again) about your business. Rekindle the fire by attending conferences and mingling with peers. Keep yourself updated and the most current trends in the industry. Become dedicated to lifelong learning. The Link Issue 8, 2013 17
The Link The Voice of the AHLC
How Generational & Tech Changes Impact the Hair Replacement Industry
O
by: Ron Kaufman, Partner, Media Power Advertising
MG—My leads are drying up. The phone isn’t ringing, my website clicks are down and nothing seems to be working the way it used to for generating leads. What’s going on? This is the point at which some studio owners might start cutting their ad budgets to save money, which is what marketing experts call “ the death spiral”; less advertising reduces business even further which leads to more budget cuts. The spiral continues until there’s nothing left to generate new business. And by “new business” we’re not just talking about ADDING new customers, we’re also talking about REPLACING the ones who’ve moved away, died or gone to a competitor. Scary? Yep! Solvable? Absolutely! But first you have to understand the changes that have taken place in the marketing universe over the last few years and why previous tactics are no longer working the way they use to. Unless you adapt your tactics to fit the changes, you will continue to hit a wall. First let’s talk about the reasons why previous marketing tactics aren’t working.
Reason #1: Generational Differences Buying behavior has changed with the evolution of a new core of consumers. For as long as any of us can remember, Baby Boomers have been the primary demographic target audience of the hair industry. Boomers were born between 1945 and 1964. Their oldest members are now approaching 70 and their youngest members are rolling into their 50’s. This group grew up in the TV era that responded to one-way advertising messages. They witnessed the changes from black and white to color TV, from manual to remote control, from antennae to cable to satellite and 18 The Link Issue 8, 2013
from one central household set to a lost them. TV set in every room. Viewing in the On the heels of Generation X is average household was 6-7 hours per Generation Y, also known as Echoday. Today it’s four. This generation still Boomers and Millennials, born between responds to the tactics you’ve always 1978 and 1996. This is now the largest used, but their numbers are decreasing. generational group to ever exist, which Generations X and Y are the coreis great news for the hair industry. They buying consumers today and their buycame out of the womb with cell phones ing behavior and communications styles in their hands. Computers have been are totally different than their Boomer in existence their entire life and they parents. How and where you reach instinctively know how to use them. them—and how you communicate with While Boomers look at technology and them is part of the paradigm shift in ask “How do I use this”? Gen Xers asks marketing. Generation X is the 35-49 “What can this do for me”?, and Gen consumer group (born in the mid-60’s Y’s ask “What do I want it to do?” How, thru late 70’s). Their buying behavior, when and the way you communicate values and lifestyles are totally different with them is, again, totally different from their predecessors. Generation X from the way you reached Boomers and grew up as the “latch-key” generation in even Gen X-ers. With Gen Y’s it’s all dual-income households and was very about the experience and the ability to independent from an early age. They have two-way conversation with ownalso lived through two of the worst ers. Facebook, Twitter and other social economic recessions in history, consemedia, are their lives. And they spend quently, they are much more practical more time with their mobile devices and cost-conscious about what they than any other medium except for TV. buy and how they buy. This is the group TV is still king but the way to successthat prides itself on deals, Groupon and fully use it to reach the generations has minimal personal spending. They are changed. also more tech-savvy and easily reached What’s after “Y”? You guessed it, through a broader spectrum of media “Z”. They’re today’s children and teens, tactics. How you communicate and tomorrow’s hair customers. interact with them is totally different So what do these generational differthan communicating with Baby Boomences mean to the average hair studio ers. Gen Xers are more apt to spend owner? Everything! Generations X&Y money on family-related purchases have different attitudes about hair than on personal ones. They are not the “designer jeans” generation their Boomer parents were. Your Boomertype marketing tactics won’t resonate with them. All that being said, this generational group is much smaller which means there are fewer opportunities to go around. And if you’re not communicating with them in a way that motivates them, you’ve
The Link The Voice of the AHLC loss and hair styles; they prefer to do their own research and seek their own truth; they’re highly skeptical of the sales process and don’t want to be sold; they have very different media habits; they’re more tech savvy; and if you lose their trust you’ll never see them again. Authenticity is everything! “Don’t sell me, just tell me—and leave out the fluff.” They also want to interact with advertisers and have dialogue with them. The consumer, not the advertiser, is in control of the process today. If they have a good experience and like the relationship, they can tell the world in a matter of seconds. The same is true if they have a bad experience. Many a company has already been brought to their knees via Facebook and Twitter. Generational differences, however, is only one piece of the puzzle. The other pieces have to do with the technological and communications evolution.
Reason #2: Technological and Communications Evolution With the birth of the Internet, email, and websites in the 90’s, communication changed for all time. Websites began replacing the Yellow Pages and included creative technology such as FLASH to capture consumer attention. But it was soon realized that FLASH caused problems with search engine recognition. Load time and navigation became more important with mobile wireless access and rapid changes in support software required studios to build better quality websites. No longer was it OK to just have a pretty site. Whereas graphic designers used to dominate the web design field, it now takes a website marketing architect to figure out how to make the site work for the consumer. Websites are like icebergs; the real mass is not visible. The key is to make sure it’s optimized and that it functions correctly. When comparing web architects, it’s critical to dig deep about their marketing backgrounds. It takes time and expertise to develop a good marketing website, which translates into cost. Most business owners don’t know what they don’t know about web marketing. You wouldn’t make a decision based on cost any more than
your ad. Not all programs are equal. you would hire a surgeon fresh out of It’s not about cost per click, but rather med school to operate on your heart because he or she was cheaper. When response and ROI. Tracking the activyou talk to web developers find out ity and analyzing keywords, recording what language platform is being used phone calls, getting completed lead and why. Find out how often your webforms, triggering measurable results are site will be updated so it doesn’t become of utmost importance. obsolete. Ask about the built-in security On-line marketing with pre-roll video and how it will be maintained. Is your and banners – Reaching your target website built with a Content Manageaudience and then remarketing to them ment System (CMS) so you can easily as they navigate through the Internet make revisions, or will you need to go will build name awareness and lead back to the architect for all revisions? generation. Does the price include On-Site SEO and Back in the 80’s and 90’s advertiswill that automatically be updated or ing was all directed one way –from the require additional fees? All this impacts advertiser to the consumer--through how your site optimizes for keywords. TV, Radio, Print, Cable, Direct Mail With the rapid growth of smartand Billboards. If you think it was phones and tablets, it’s now also complex then, that was a piece of cake become critical to have a website compared to today. Once the Interthat automatically adapts to differnet came along—followed by mobile ent size screens. This technology is devices, social media, digital media and called “responsive”. In late 2012 Google advancements in traditional media-recommended responsive websites to the advertising process changed for all their Webmaster’s Guide. Responsive time. These changes were not merely a web design (RWD) is aimed at design“small step for man and a giant leap for ing sites to provide optimal viewing mankind”. They were paradigm changes; experience, navigation and easy reading more changes in the last decade than in with a minimum of resizing, panning all the years since dinosaurs roamed the and scrolling for all monitor sizes. If earth. No longer is a marketing plan you haven’t re-built your website in the merely a “nice-to-have- guideline”. It’s a last year, it’s already obsolete, which is must-have blueprint--part of a business why you might be experiencing a rapid survivor kit. drop in visitors. Your website is equally Given the paradigm change in marimportant to your physical location, so keting, it’s become critical to underif your website cannot be accessed, you stand how all the media options work are invisible to new prospects. Make and what kind of digital- traditionalsure your website is continuously being social- promotional media mix will work updated so that you don’t have to best to reach the target audience. The rebuild in 2-3 years. difference between success and failure Once your website is ready, then is having the expertise to navigate the you need to market it. That’s where enormous media jungle and develop mass media comes in. Mass media is the most comprehensive, synergistic what creates awareness and then drives media and creative blueprint you can. In people to the website. The biggest addition, it’s equally as critical to underchange in mass media is that people will stand how to engage with the consumer. first go to the Internet before calling One-way advertising doesn’t resonate or responding to a commercial. If you anymore. don’t have good search coverage, then As studio owners, the most effective you are driving the public to your comuse of your time is in becoming the petitors. Every 10 minutes over 6000 best at your craft and the best at runnew websites are being launched. ning a consumer-loved studio. Leave the marketing to trained experts. You Priorities Are: wouldn’t think of being your own lawSearch Engine Optimization – What yer or accountant or doctor, so why on keywords get you the best responses; earth would you attempt to handle what Pay-Per-Click – Benefit is you don’t is the life-blood of your company, your pay for ads unless someone clicks on marketing? The Link Issue 8, 2013 19
SUPPORT THOSE WHO SUPPORT US
Our Manufacturer and Vendor Members are the lifeblood of our organization. Let’s continue to support each with our patronage.
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Nova Hair International
Insight from abroad In their own words
E
rtaç Şensoy is a well-known businessman. He started Nova Hair Systems when he started to struggle with his own hair loss. He realized that there were no medical solutions available to him for his hair loss. While visiting the United States he learned about various non-medical solutions. After a second visit to the US, Nova became one of the official distributors of On Rite in Europe and the only one in Middle East at that time. We make an effort to make our clients as comfortable as possible. We have even won interior decorating awards. We have ten special service rooms that are about 300 square feet, all with a view of our pleasant garden. Each room is furnished with Wi-Fi and LCD TV’s. Client’s can even be pampered in our spa with manicures, pedicures, and massages and even relaxing in our sauna. Nova Hair offers tailor-made, complimentary consultations that provide unique solutions to each individual. Nova considers the client’s daily live, activities, expectations and physical appearance in order to provide individual customized solutions. We assess the reasons for their hair loss, risk areas and how they can regain a healthy, natural look again. With a team of 30 made up of technical experts and customer service specialists, Nova offers a design that will combine the individuals expectations and give them a natural healthy appearance. We have worked with many well known celebrities. Working with special bases that are fixed to the scalp, the company forms almost exact replica of the person’s previous image with their own hair by using real human hair. Base variety in Nova is owned exclusively by Nova and offers a wide variety of choices. Since the porous structure used on the bottom allows the skin to come in contact
22 The Link Issue 8, 2013
with air and water, it is also hygienic and healthy. Hair volume, waviness and density are chosen with the help of a technical expert and then pre-design is determined. This design is evaluated on the person’s head mold and after the design is chosen, hair strands are integrated by hand on the suitable base for the customer. Due to the high value we place on quality, Nova Hair has become very successful. When hair replacement is mentioned in Turkey, Nova is the only reliable company that comes to mind. Other companies are smaller and do not have agency contracts. Most of these other companies are more like beauty
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salons and their approach damages the industry’s reputation and the client’s trust. Many more regulations are needed in this field and unless they are implemented it seems very difficult for the consumer. Nova comes forth in this subject also as the only firm executing legal importation of raw materials. Nova Hair participates in many successful projects in the health field in Turkey. Being the first and only hair company participating in “New Approaches Symposium” on Breast Cancer on January 2012, and in 35th Dermocosmetic Symposium in June, Nova received approval from doctors with this approach. Partnering with the dermatology and oncology clinics of many hospitals, Nova offers specific solutions for alopecia, lichen planus and
other conditions. Nova is the only firm in its field with successful hair replacement for patients receiving chemotherapy. We pay special attention to provide service to our clients who suffer loss of eyebrows and lashes often as a result of alopecia and chemotherapy. In addition to permanent makeup and silk lash applications, we also offer tattoo techniques. Nova experts can cover the areas that women with long hair or men who have weak and thin hair (or small empty areas) that occurred as a result of accidents with a technique that darkens the scalp in areas needed. Aside from his colorful character and uniqueness, the secrets of ERTAÇ ŞENSOY’s success can be summarized in this list 1. Şensoy establishes close relationships with his customers and enjoys helping them make their decisions. All of his products are custom made and he is not satisfied unless he makes his customers happy. 2. In order to give the best service to his customers, ERTAÇ decided to limit the number of locations he opened. The goal was for him to be personally involved and have control over each center. 3. Şensoy gives special attention to clients with hair loss due to cancer treatments. He gets them their products faster, usually within 2-3 weeks. 4. He established VIP services for clients who are not able to travel to Nova centers. Nova provides service to them at their homes, hospitals, film sets or concert sets with their special personnel. 5. In order to increase brand value of Nova, he is has a wide variety of advertising works in Turkey and Europe. (Movies, Serials, Billboards, Magazines, Newspapers, etc.) 6. One of the most important characteristics of Şensoy is his The Link Issue 8, 2013 23
personal involvement in every detail including offering food and beverage for the clients so that they are comfortable from the second they walk in Nova’s door. 7. Şensoy, establishes very close relations with the company employees, in order for the company employees to give even better service to the clients. He personally deals with any problem of the employees may have and frequently organizes fun activities for his staff. He strengthens company relationships by organizing Bowling, Go Cart and sports tournaments. By frequently hosting various meal and party events with his employees, he emphasizes and works towards having employees work happily together. People who work for Nova have a hard time leaving the company. Most of Nova’s staff has been working there for a long time. There are even employees who have met with their spouse while working at Nova. Devoting his life completely to hair replacement, Şensoy has devoted his life to hair replacement and is a very interesting person. He does not shy away from exposing the secrets to his success. Because, according to him, secrets can be exposed, the important thing is to apply them correctly.
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REQUEST Customer Reviews
Don’t just HOPE for them!
by: Marissa Porcaro, Director of Marketing and Communications, PBA
N
ot so long ago, a studio owner or stylist’s primary means of attracting new business was through physical advertising, walk-ins from the neighborhood and client referrals by word of mouth. The big issues with these is that there are no guarantees prospective clients would see or hear your advertisements, have a friend or co-worker who would visit your studio or that they would physically pass by and notice your studio. While gaining clients through these methods is still viable and can work, the majority of people looking for your type of business these days start with an online search; the make-or-break part of this for your business can be the number of positive reviews, or lack thereof. With today’s shift to online searches and social media, studios need to begin requesting or reminding clients about reviewing their studio to stay truly competitive in expanding their client base.
Subtlety Is Key When Asking More Than Once Asking clients to review your studio can seem like a burden. You’ve already essentially asked them for their business and they paid you for it, so asking for something else may be the last thing on your mind. In today’s competitive market though, getting positive reviews is a must. Paul Tate, CEO of Shortcuts Smarter Business Technology said in an article featured on SalonToday.com, “If you never ask your clients for online reviews and don’t even run regular surveys, it tells them a few things: you don’t care, you don’t have the time or the inkling to improve your service or you aren’t confident about receiving feedback in the first place. All poor messages to convey to your clients.” There are many ways to subtly ask and gently remind clients to submit a review. While just asking them
face-to-face is the most direct method, this can seem robotic after a while and become frustrating for clients who have already reviewed your studio or are tired of being asked.
Follow Up With A “Thank You” As a business owner, you want to know what clients think of your studio, staff and their service experience. Even if you run a booth rental setup, it may be appropriate to follow up with clients if you provide marketing for the studio and the stylists are operating under your studio name. Following up with all clients allows you to know if any stylists or employees aren’t meeting your professional standards. Most clients have email and cell phones these days, so depending on their contact preferences it’s very easy to follow up with a “thank you” message. Make it personal by stating which stylist they saw and what service they had done. If it doesn’t seem like a generic mass email, they will be more likely to read it. Use the opportunity to add in a little message about reviewing your business and their experience and include a link to make leaving that positive feedback one click away. If you have clients that prefer not to receive any electronic communications from you, there’s always the tried-andtrue postcard or phone call. Many of the salon marketing software programs out there can help you with this and personalize the message on the card. Keeping in touch with your clients lets them know you truly appreciate their business can potentially help raise incoming reviews.
Appointment Cards Most studios still hand out appointment cards to clients when they schedule their next appointment. They are going to have that card in their 24 The Link Issue 8, 2013
The Link The Voice of the AHLC possession for the next 4-8 weeks and may keep it in a visible place so they don’t forget. Including a line of text on the appointment date side reminding them to review their service either on your website, yelp, Google or any other review site you prefer is a great way to ask without seeming demanding.
it if you would take a minute to give a review on our studio or your service today.” With tablet in hand, they can show clients where to do so right on the spot.
Bribery Is Not the Answer Whatever you do, don’t offer discounts and incentives in exchange for a review. Potential clients are persuaded by genuine comments and can tell the difference between someone leaving a review because they want to and a half-hearted statement because they feel they had to. In addition, studios that do go this route run into disgruntled clients when you don’t offer a discount the next time or it was offered to their friend but not to them because their stylist forgot to mention it.
Going Digital As we move further and further to a completely digital world many businesses are doing away with as much paper as possible. Some even offer tablets or have a computer terminal for waiting clients. In a studio scenario, this can be great to keep clients occupied by loading magazines and books on it as well as provide info about your business, stylists, nail techs, a list of services and specials, and don’t forget a photo gallery for inspiration. You can use this to your advantage when asking for reviews. If you use tablets, while a client’s hair is processing offer them a tablet for something to read and ask your stylists to say, “I would really appreciate
If your business is set up where all clients pay at the reception desk, while their payment is processing, your receptionist can ask them to give a quick review.
While there are exceptions to this, the average person is more likely to leave reviews after they have had a bad experience. There are many people out there that never even think to leave a review after a great appointment, so a subtle reminder will serve to build up your collection of positive reviews. If you’re doing all the right things, you can take comfort in knowing when a potential client is searching for hair loss solutions, your positive and sincere reviews will help you gain new business and shine out from the rest. The Link Issue 8, 2013 25
The Link The Voice of the AHLC
Member Spotlight
La Jolla Hair Clinic by: Michelle Piatt
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a Jolla Hair Clinic’s mission is for each client to experience exceptional service from a professional staff, and to absolutely love their hair with each visit. Each client’s needs are of the utmost priority and they strive to indulge each client with personalized attention and superior quality service. Their friendly and family oriented atmosphere set the tone for a calming environment where you are sure to feel welcome and be satisfied. The history behind the launching of La Jolla Hair Clinic is as remarkable as the founder himself. As the President and Founder of La Jolla Hair Clinic, Jerry Piatt is well recognized and revered by his colleagues. The American Hair Loss Council has regarded him as a pioneer in the industry and recognizes Jerry for his countless contributions to the hair community. Jerry Piatt came from a long line of barbers and hair stylists. His interest in pursuing a career in hair dates back to 1957, when began cutting his college floor mate’s hair, in his hometown of Dayton, Ohio. Soon Jerry Piatt after, Jerry took off on his own and moved to San Diego, California where he enrolled into the Associated Student Barber College. In 1958, he received his California State License, thus making him a third generation barber in his family. In 1959, he returned to Ohio to 26 The Link Issue 8, 2013
become a licensed barber there as well. That same year he opened his first of what would soon become many salons in Ohio. The following year, he opened two other salons.
Jerry eventually made his way back to San Diego in 1967. Always the visionary, he imagined the design and the layout for each salon he would later open. Jerry never lost sight of those creative visions and would continue
to design the layout for all ten salons across San Diego. In 1970, he designed and launched The Razor’s Edge, the first high end barber, hair replacement and full service hair salon. The salon’s reputation attracted media, celebrities and brought in new clients from all over. Throughout the course of his long and very successful career, Jerry has earned numerous prestigious awards and recognitions. He was not only nominated for hair stylist of the year by the International Union, but he also placed ninth in the International Union National Hair Show Competition. He was awarded with the Roffler’s President’s Ring for being their best sales director in all of Southern California. In addition, he held the title of a state instructor for numerous years and also served as an advisor for the state board of barber and beauty. On countless occasions, Jerry has traveled internationally as a guest artist for shows, displaying platform work, as well as judging numerous competitions. Always the family man, Jerry’s four daughters were always by his side and grew up in the salon watching their “Daddy.” The girls began taking an interest in what their father did at an early age, and Jerry quickly took note. Upon enrolling them in barber school, he provided each of them with the opportunity to apprentice under him and learn all of the in’s and out’s of the hair
The Link The Voice of the AHLC industry. While two of his girls decided later to pursue careers in the medical field, the other two, Chele and Collette, shared their father’s passion for hair styling, and began working at the family owned Golden Touch Salon. Jerry imparted his knowledge and expertise to both of his daughters, thus giving them the opportunity to become successful fourth generation hair stylists. After the opening of the La Jolla Hair Clinic, Collette decided to focus primarily on hair replacement, just like her father. Jerry still remembers the day Collette approached him at La Jolla Hair Clinic and made the commitment to come join him as a partner and make a difference in the business. She made the move to La Jolla Hair Clinic where she began assisting her father, learning all fundamentals of the hair replacement business. Jerry personally taught both Chele and Collette all about materials, hair and how to design a hair system from scratch. He firmly believed it was essential to know which materials to use based on each individual client’s unique needs. Collette and her father continued to broaden their skillset and expand their knowledge by attending as many conferences possible. Collette was quick to master everything pertaining to hair replacement and became well sought after by numerous colleagues, organizations, and manufacturers, each requesting her appearance at conferences to do platform work. New salons starting out in the hair replacement business, as well as old salons wanting to integrate hair replacement into their existing business, recruited Collette to demonstrate and instruct them. Collette was asked to work on a design team for a manufacturer, which she helped design stock systems, pick color swatches, and provide technical support.
Collette observed how the hair replacement industry catered primarily to male clients dealing with hair loss and recognized that women were in need for the industry’s service as well. This inspired Collette to focus her attention on specializing in the needs of females dealing with hair loss. Chele acquired her apprentice license at age 15 and continued to work at the Golden Touch Salon several years, developing and perfecting her talent. She takes enormous pride in providing her clients with the best and latest
have both achieved successful careers in the hair replacement industry and in September of 2011, Jerry was honored to hand over the business to the both of them. They took over as co-owners and have completely remodeled the salon, adding an additional 400 square feet. The salon now has nine private rooms, a laser room, and a large production room. Both Chele and Collette have been committed to providing only the best for their clients, a quality they inherited directly from their father. They are eternally grateful to their father for taking the time to share his knowledge and expertise, as well as instilling the importance of client care. Collette has come full circle and adopted her familial tradition. As a parent herself, Collette is now providing her daughter, Desiree, the same opportunity her father provided her when she started out. Desiree, who is currently enrolled at the same barber school as her grandfather, Jerry attended, is in line to be the fifth generation barber and hair replacement speChele Piatt and Collette Peterson cialist, mentored with the extendesigns in the hair industry. It wasn’t sive knowledge and skills of her mother long before Chele accomplished the Collette. success of becoming an established La Jolla Hair Clinic, has demonbarber and hair stylist. Jerry also taught strated exceptional and superior qualChele the art of hair replacement and ity service to the community and it she too became trained to specialize customers for many years. Jerry Piatt in hair replacement under her father’s with over 55 years of expertise and with guidance, she later became a member of continued service alongside his daughthe AHLC ters Chele and Collette, styling and hair With Collette so busy managing the replacement will continue to provide needs of the female clientele, Chele a customary passion for men, women, began focusing on the male clients. hey and children in the hair community. The Link Issue 8, 2013 27
The Link The Voice of the AHLC
Please Welcome our New Jeffrey S. Epstein, M.D., FACS, Foundation for Hair Restoration and Plastic Surgery, New York, NY and Miami, FL Dr. Epstein is one of the most well respected hair transplantation surgeons in the world and has more than 19 years of experience as a hair restoration surgeon and 24 years as a facial plastic and reconstructive surgeon. Unusual in the hair transplant field as a board certified facial plastic surgeon, he is also board certified in the fields of hair restoration surgery and Otolaryngology. In addition to his busy clinical practice, where he personally performs all his procedures with his full-time team of 18 assistants, he is a Voluntary Clinical Professor at the University of Miami, and Past President of the Florida Society of Facial Plastic and Reconstructive Surgery. Dr. Epstein publishes and lectures extensively, is frequently featured in the media and press, and is considered a foremost expert in the field of surgical hair restoration, as well as rhinoplasty and aging face surgery. He also provides pro bono reconstructive surgery to children and other people of need. Dr. Epstein maintains full-time offices in Miami and New York City, and sees consults on a regular basis in Tampa, Florida.” Tami Homan Talk of the Town, Santa Maria, CA My name is Tami Homan and I’ve always had a fascination for hair extensions. My grandmother opened The Talk Of The Town Beauty Salon nearly 26 years ago which is still family owned and operated. I’ve been doing hair extensions for twelve years and I am certified in over nine methods of applications. In the last few years I have been focusing on hair replacement and pride myself in my ongoing education and training. I am very passionate about my career and helping others. I am a Look Good Feel Better volunteer and a member of the Professional Beauty Association. Wanda Kee New Horizons Hair Replacement Center, Weldon, NC I Attended Roanoke academy cosmetology school in Roanoke Rapids North Carolina. I have taken advantage of every opportunity to continue my education in hair restoration, hair replacements such as: extensions and custom made wigs for my clients. In order to help them a little more I decide to establish new horizons hair replacement center to give them privacy and extensive services such as non surgical hair replacements. I’m an advocate for beauty, confidence, and style. The latest trends is what gives the clients a variety of options and solutions fir their hair loss. I have 15 years of experience in the industry.
28 The Link Issue 8, 2013
Laura Judge-Castellini & Elaine Balas-Bagamary Ambiance HR, Agawam, MA Laura Judge-Castellini, co-owner, has been a hair professional for the past thirty-five years, and for the past 15 years has specialized in innovative procedures. She is certified for men, women and children by Cyberhair. She is certified in hair loss and has extensive experience in dealing with all types of hair loss issues including alopecia, chemotherapy, trichotillomania and other medically induced hair loss problems. Elaine Balas-Bagamary, co-owner, has concentrated her efforts in the business sector for more than 35 years and has extensive experience in helping owners establish their businesses. Her experience has provided total client satisfaction - from the development phase to project management to completion. As an affiliate of Hair Loss Control Clinic, both Laura and Elaine have been certified in hair loss and scalp disorders. Jeffrey Paul, Jeffrey Paul Salon Fairview Park, OH As an International Hair Loss Consultant, author, motivational speaker, life coach, and owner of Jeffrey Paul Restoring Beautiful Hair Salon, Jeffrey Paul has received international acclaim as a professional stylist, hair replacement pioneer, and founder of the nonprofit organization Wigs For Kids. He has transformed the lives of men, women, and children with his unique talents as a professional beauty and image consultant. Through his one of a kind ability to educate and inspire, he has enriched the lives of many through his motivational speaking and group lectures about identity, self-concept, and unlocking inner beauty. Jeffrey Paul’s career has spanned the last 35 years and has taken him from Milan to New York to Japan, but his true passion and motivation in life can be seen right here in Cleveland. He is a devoted husband to his wife, Zina, and proud father of three wonderful sons, Emmanuel, Joshua, and Caleb. It is through family and their shared commitment to God that he draws inspiration to continue to teach, inspire, motivate, and empower his clients to overcome physical, mental, and spiritual challenges to discover their true inner and outer beauty.
To become a member or renew contact The AHLC Toll Free: 855.445.9509 or log on to www.AHLC.org.
The Link The Voice of the AHLC
and Renewed Members: John Rutter, John Rutter Hair Solutions, Inc. UnionTown, PA John has over 20 years experience in the hair replacement and cosmetology industries. He owns two studios, a 7 chair studio in Uniontown, PA. Recently opened a second location in Morgantown, WV. Both specialize in customized hair loss solutions, hair additions, and hair extensions for those with medically and non medical related hair loss. John is in the early planning stages of his foundation, “Project Monarch”. Project Monarch is a foundations that will collect funds through studio sales and fundraisers and donate those funds to worthwhile causes that help support the hair replacement industry. Angela Robinson, ADR Creative Hair, Maitland, FL I started my hair replacement career through one of the leading hair replacement corporations; going through the extensive training program afforded me the opportunity to truly be set up for success. Taking the knowledge and experience that I had gained from them, I opened ADR Creative Hair. Through my 15 plus years in the hair replacement industry I have learned that what sets you apart is keeping abreast on the latest and greatest, forming contacts and relationships with both the clientele and peers in the industry, and most importantly always keeping your heart involved. From my experience in the hair replacement industry I have learned that the key to keeping your clients satisfied is through an honest environment. Not only do I keep myself educated in the changing industry I pass along the newest technologies and products to my clients. The hair replacement industry is ever evolving, just understanding one fragment of the industry will not get you success. In order to become successful in this industry, I continue to stay educated on all facets of the field. Gail Robson Boca Raton Hair Center, Boca Raton, FL IN 1984 Gail Robson graduated from Cosmetology school and continued her career in the South Pacific begining in Guam and extending her expierience to multiple international salons. In 1995 Gail moved to Boca Raton, Florida and was employed by a top hair replacement company for 5 years. Gail realized there was a niche in the business and decided to begin her own hair replacement business with a much more personal touch and care. “My clients are my family” is a constant slogan you hear from Gail. Now with two location BRHC serving North and South Palm Beach County.
Rebecca Sanford Becca’s 3700 Hair Studio Inc. Kettering OH In 1969 I became a cosmetologist and found my passion for any type of additional hair pieces, wigs, and toupess. I now hold eight certifications from various vendors in the industry. I have a facility that allows me to divide the space to include a seven operator salon on one side and a full service wig and hair replacemnt studio on the other side. We work with those undergoing cancer treatment as well as people with thinning hair and alopecia. In 2001 I founded Hair for Kids, which is a charity foundation, having a sole purpose of providing hair replacement services, for area children, who have suffered from any sort of hair loss. Every day I enjoy going to work, knowing that I may well have the opportunity to create a life changing experience for someone.
Pure Remy provides Stylists, Salon Owners and Hair professionals the ability to access the highest quality hair extension products to enhance their businesses, and satisfy their customers. To this end, we have developed the Pure Remy System. Through this First-in-Class system, Stylists, Salon Owners, and all hair professionals will enjoy unlimited access to the best hair extensions in the world. 800-250-4992, www.mypureremy.com
Bio & image unavailable at press date:
PLEASE EMAIL YOUR PICTURE AND BRIEF BIO TO THELINK@AHLC.ORG FOR INCLUSION IN THE NEXT ISSUE OF THE LINK.
J A Alternatives Yolanda Gales, Benote’ Salon, Shreveport, LA Douglas P Goes, New Visual Hair,Sao Paulo,Sao Paulo, Brazil Dean Gougoulias, Images IV (Windsor)WindsorONT Margaret Dill, Elite Concept Hair Designers, Hauppauge, NY Kimberly Waters, Arizonia Wig Boutique, Scottsdale, AZ Vanessa Spencer, Vanessa’s Hair Salon, Baton Rouge, LA Arthur Jaskula, Hairline Creation, Inc.,Chicago, IL Lisa Dresser, Hair Additions,Fargo,ND Jacqueline Creeks, Healthy Hair Clinic, Houston,TX Brenda Buehler, New You, Jasper, IN
The Link Issue 8, 2013 29
The Link The Voice of the AHLC
When OSHA Comes Knocking Are You Ready for Inspection?
by: Keith Zimmerman, President, Keith’s Haircenter and Voga Wigs
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his is my story about how an OSHA (Occupational Safety & Health Agency) inspection affected my hair replacement business. It is not intended to criticize OSHA or seek sympathy for myself. (Ignorance is not a defense for noncompliance of a law.) Safety for our employees and our clients is a serious matter. A publicized safety or health incident could severely damage our industry. What I hope to achieve by telling my story is to wake up our industry so that we are not a targeted group by OSHA in the future.
may apply to a hair replacement center, depending on its operations. I learned about these regulations the hard way at 10:30 a.m. March 7th, 2013. That was the day an OSHA inspector walked into my business. OSHA inspections can be conducted without advance notice. An inspector may walk through your salon to document what they see, review records, monitor chemical exposure and check overall sanitation, health, and safety conditions. The inspector had what The hair replacement she called a Formal industry must protect Employee Complaint, itself from negative a written complaint publicity that could occur where OSHA must if we had a serious illness conduct an on-site or injury. We deal with visit. My choice was chemicals, sharp tools and to cooperate and let blood borne pathogens her inspect the facilevery day. Our workers ity or she would come have the right to a safe back with a search workplace, to understand warrant. It seemed what is in the products like the best thing to Potentially harmful liquid they use at work and do was to just let her in an unmarked container. to know how to protect do her inspection. themselves from hazardous chemicals. When stylists use hazardous products, The issue that triggered the inspecit is the responsibility of the salon tion was a written complaint from a owner or employer to follow OSHA’s current or past employee about the standards. fumes given off from the solvent we used to clean hair systems. The inspecOSHA regulates workplace safety. tor asked for a tour of the work areas, a Although OSHA regulations do not copy of my Hazard Communication, list include a section specifically for the hair of all hazardous chemicals, Personal industry, all employers are subject to Protection Equipment plan and proof the general regulation that requires a of employee training. She informed me workplace to be free from known hazthat although she was there because ards. In addition to this general regulaof the one specific complaint, she had tion, several specific OSHA regulations the right to cite me up to $7500 for any 30 The Link Issue 8, 2013
other violations she found. The difficult thing about that day was that for 29 years of business, I always took pride in doing things the right way. I complied with the best of my knowledge to any federal or state regulations. In all my education and reading of industry publications, I never learned anything about OSHA. I only heard of OSHA when there was an accident at a large company. What I didn’t know that day was that I was about to learn the hard way about OSHA regulations.
Hazard Communication and MSDS Sheet: The first thing the inspector wanted to see was a copy of my Hazard Communication and a list of MSDS sheets for all of our chemicals. I had no idea what a Hazard Communication was at the time. I had seen MSDS sheets from some of my distributors, but had no idea what to do with them. I was caught off guard and totally unprepared.
Personal Protection Equipment Plan: When we went to the dispensary room the inspector wanted to see my workplace hazard assessment for salon employees handling solvents (to clean hair systems and wigs) and other chemicals. The hazard assessment would evaluate the need for personal protective equipment (PPE), including appropriate gloves, eye protection, etc. while handling these materials. Although we always provided gloves to the employees, I had no idea what a workplace assessment was. The inspector then wanted to see the process we use to clean hair systems
The Link The Voice of the AHLC with the methods that we used. We tested five different solvents from five different companies and all were deemed safe as long as they were used according to my hazard assessment.
Improper type of protective gloves, lack of eye protection and no content label on lace gun
Citation 4
and wanted to monitor the air quality while the staff was cleaning. While they were doing this she informed me that she had the right to speak to any and all of my employees. That process consumed 4 hours of my employee’s time, which I was responsible to pay their wages at that time.
Salon employees had not been trained on the requirements of the Hazard Communication or on the hazards associated with the use of those chemicals used in the salon.
After all the drama of the inspection day it took three months before I heard back from OSHA. I received a certified letter informing me that I was being cited for the following citations:
Open containers holding solvent for soaking hair pieces were not labeled with the identity or hazard of material contained in the trays.
Citation 1 The employer had not completed a Workplace Hazard Assessment for salon employees handling and pouring solvents (to clean hairpieces) and other chemicals.
Citation 2 Employer supplied Microflex Ultraderm examining gloves for salon employees cleaning hairpieces with solvents and using other chemicals. These gloves are not rated as chemically resistant and do not maintain structural integrity under conditions of use.
Citation 3 The employer did not have a written Hazard Communication Program for salon employees who were exposed to various chemicals, on site.
Citation 5
The fines incurred for these citations totaled $9600. I had 14 days to appeal the fines and meet with the regional director for OSHA. I was advised to always appeal the fines. In most cases the fines will be reduced. The fines were reduced in half to $4800 after meeting with the regional director. In addition he required me to have an onsite safety consultation with Wisconsin Occupational Safety and Health. This is a free program to help businesses comply with OSHA regulations. They helped me to abate all the violations that I was cited for and helped with other compliance issues. The irony to the whole OSHA saga was that I had a chemist from the University of Wisconsin come in and test the air quality in the salon, while we were using solvents to clean hair systems. His conclusion was that there was no significant risk to the employees
The purpose of sharing the details of my experience with OSHA is to help hair replacement professionals become compliant. The risk to the average hair replacement center in fines and liability can be catastrophic. Most of us don’t know where to start or have the financial resources to hire an outside safety director. Each state has a free onsite consultation program. You can contact these agencies through the www.osha.gov or by calling your local OSHA office. I would highly recommend getting help from the onsite consultation program. In my case I would not have been able to set up my program without their help. This will help to make sure your program is set up correctly and lessen the chances of costly fines. They will assist in setting up your safety program and identify any safety violations before you incur any violations.
The best place to start is at the OSHA website, www.osha.gov. Search for “Compliance Assistance Quick Start” and you will get an overview of 7 steps you will need to follow. This will give you a great start to developing your OSHA plan. This is a great place to start to learn what you need to do. To insure the long-term success of our industry we must address the issue of OSHA now. Damaging publicity to our industry could cause irrevocable harm to hair replacement centers. As an example, look at what OSHA did to the keratin treatment market. It targeted that market and practically shut it down. Our industry needs to address this issue sooner than later! The Link Issue 8, 2013 31
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The Link The Voice of the AHLC
The Link The Voice of the AHLC
Join us in Congratulating the Recipients of the 2013 Randy Martin Lifetime Achievement Award
For the legacy to continue. For the future to be shaped. For the industry to be elevated. The Randy Martin Lifetime Achievement Award is the hair loss industry’s most prestigious accolade. Inspired by the late Randy Martin, the award was instituted in 2009 to celebrate the craftsmanship and business acumen of outstanding hair loss professionals and to recognize leaders in the global hair loss industry. It recognizes leaders and points our industry into the future by inspiring younger generations to do even greater things. This year’s recipients are William “Willie” Campagnolo and Ben Carey. The latter passed away in 33 The Link Issue 8, 2013
2009 and received the award post-humously. Willie Campagnolo could not attend the ceremony due to a travel engagement. The daughters of both Hair Icons, Bergen Carey and Michele Vocaturo, were present during the ceremony to receive the awards in the names of their fathers. “I must say, it gives me a great sense of pride being awarded this honor by my peers and I wish to thank them all!” says Willie Campagnolo, who could not be present at the ceremony because of prior travel engagements. Bergen Carey states “Ben would have been very proud and thankful for this recognition. He had tremendous respect for and was inspired greatly by his peers. As his family, it brings us great joy and satisfaction that his memory has been honored in this way. ” The Link Issue 8, 2013 33
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education
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The Professional Beauty Association offers a variety of professional education and business resources. Browse our extensive library of free on-demand webinars or attend a live session at probeauty.org/eduonline.
Featured Free On-Demand Webinars SALON SUCCESS: A 3-PART SERIES Developing Culture, Leadership, Incentives
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Making the Perfect Match
Five Ways to Find the Fairy Tale Employee
by: Ari Rosenstein, Director of Marketing at CPEhr, a HR Outsourcing and PEO firm
O
nce upon a time, there was a perfect job candidate. That person was hired and became the perfect employee. The company made a profit, the manager was thrilled, the co-workers were ecstatic, the customers were overjoyed and they all lived happily ever after. However, in the real world, finding the perfect employee is not always a fairy tale. In fact, it can be a lot tougher than it sounds. Most hiring professionals have found themselves in that story at one time or another. A job candidate seemed ideal—looked great on paper, was well dressed for the interview and appeared to be an all-around nice person. Then, as the candidate turned into an employee, the fairy tale turned horror story. The same person who sparkled during the interview is now having a negative effect on employee morale, causing a decrease in productivity and even driving customers away. The good news is that hiring professionals can do their part to help avoid a nightmare employee scenario. By doing some additional groundwork they can ensure they have the right tools in hand before the first candidate hits the reception area. This preparation will allow each potential employee to highlight his or her strengths, while giving the employer an accurate look at each candidate and helping the company find the best possible person for the job.
Five tools to help you find that fairy tale fit:
Finally, questions should make sense. While “What kind of animal would you be and why?” might be fun, it has no bearing on the skills needed for the job.
Job description.
Company information.
Completely and accurately defining the job before it’s filled helps both the interviewer and the candidate understand the position’s purpose and requirements, identifying the knowledge, skills and abilities critical to success. In addition, the job description is an essential first step in the mentoring process, providing a means of employee evaluation and development going forward.
Be prepared to answer candidates’ questions about what they can expect from the job and the company. Candidates will most likely ask about salary and benefits. If the interview is the first in a series of two or three rounds, hiring professionals can feel free to offer a salary range or mention a generous benefits package, providing more specific information as the candidate pool is narrowed down.
Application.
Evaluation form.
Though the interviewer likely has a résumé, make it company policy to have each candidate complete an application. A signed application is a legal document attesting to the truth of the information contained, while a résumé is not. Applications also give hiring professionals a chance to see the scope of work as opposed to just the job title, as well as providing insight into transferable skills.
Consider using an evaluation form, similar to one that would be used for an employee performance review, which would allow for quantifiable results. Determine the qualities that define an acceptable candidate and apply the same criteria to every applicant. A number system, 1 for “needs improvement” to 5 for “exceeds expectations”, may work well. It’s most helpful to do these evaluations immediately after each interview, so if a typical interview takes 45 minutes, schedule one hour and take 15 minutes to complete the evaluation.
Interview questions. Interview questions should be prepared in advance and organized. The hiring professional needs to know not only the best response to each question, but why it’s the best response. Questions must be strictly job-related, avoiding information like marital status and religious affiliation, which are not only personal but may be illegal.
Being prepared before the interview process begins will help hiring professionals to make the match when it comes to finding a qualified candidate for an open position. While fairy tales rarely happen outside of books or movies, these five tools will certainly help fill the needs of the job, find an employee who will enjoy the job and want to stay and promote the company’s success. That’s a happy ending for employees, management and customers alike. 35 The Link Issue 8, 2013
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Get Ready for Europe’s Largest Hair Replacement Trade Show “Die Zweithaar” in Fulda, Germany
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pril 6-7, 2014, the German Association of Hair Replacement Specialists will be organizing their Europe’s biggest exhibition and show of this industry, in Fulda, Germany, for the 7th year. Up to 600 studio owners and manufacturers are expected to visit the 2-day event in central Germany. Over the last couple of years “Die Zweithaar” has become the state of the art exhibition show in Europe: With 19 show rooms and 22,000 sq. ft. of conference space, almost all major manufacturers will present their latest trends of wigs, hair pieces and extensions. In addition to the trade show many manufacturers offer free workshops about common or new technics and trends. Other companies from related industries, like billing and software companies or advertising agencies, will offer their portfolio and will be there for questions and answers. “Our broad offer of companies combined with seminars and workshops provide the full range of essential knowledge a hair replacement specialist needs to have for his personal success. And this year’s theme is Cross-Industry Networking” says Peter Volk, President and Chairman of the BVZ. “In the constantly merging health industry, where the focus is more than ever on the patient’s best interest, it is important to bond co-operations with other specialists on this market.” he continues. “Die Zweithaar” has always had important personalities from health insurances, politics or cancer institutions speak about latest developments in the health market. In agreement with Ph.D. Dr. med Thomas Hawighorst, director of gynecological hospital, Klinikum Fulda and manager of the certified breast center Osthessen, the breast care nurse Ulrike Fiedler will
give insight into the responsibilities and duties of a breast care nurse. And afterwards, as always, the questions, concerns and remarks will be discussed in an open forum with the audience. “Die Zweithaar” is a huge platform and perfect place to exchange information with colleagues and specialists from all over the world. Product information, fashion shows, hands-on classes and seminars on economic or quality issues have been attracting hair replacement specialists not only regulars from Germany, Scandinavia, Benelux, France and Italy but specialists from the Far East and the United States attend as well. Fulda is the perfect location for such an event. It is less than one hour by ICE train from Frankfurt Airport. International visitors can benefit from the most convenient way to travel and relax in the spa of the 4 star hotel Esperanto when not visiting the exhibition. “Die Zweithaar” is a business-tobusiness exhibition show. “Two years ago we opened the trade show for nonmembers of the BVZ and since then, the number of attendees has doubled. This year, we expect up to 600 visitors and people who register late will need to stay in other hotels nearby” says Ramona Rausch, executive secretary who is responsible for the organization of the show. “There is no comparable show in our small hair replacement industry elsewhere in Europe and the trend of an ever growing trade show will certainly continue.” she proudly finishes. For more information please contact Ramona Rausch, executive secretary of the BVZ. Tel.: + 49 700 0000 2226 or email: Ramona.Rausch@BVZ-Info.de, www.bvz-info.de The Link Issue 8, 2013 37
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38 The Link Issue 8, 2013