Creative HEAD Ireland April 2013 by Alfol Publishing

head April 2013 e7.50

c r e a t i v e

Ireland

C r e at i v e H e a d I r e l a n d April 2013

Digital frontier hair goes high definition

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YOU… HAVE A PASSION FOR COLOUR EXPECT YOUR COLOUR TO DELIVER NEED A COLOUR YOU CAN RELY ON SEE COLOUR AS THE ESSENCE OF YOUR BUSINESS 02_230 1

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SCHWARZKOPF PROFESSIONAL… HAS PLACED COLOUR AT THE HEART OF WHAT IT DOES FOR MORE THAN 100 YEARS HAS GIVEN LIFE TO SALON CREATIVITY WITH IGORA ROYAL FOR MORE THAN 50 YEARS REMAINS COLOURCOMMITTED TO YOU HAS NOW MADE ITS BEST EVEN BETTER…

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Experience

a royal

awakening

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Creative HEAD

Promotion

NEW IGORA ROYAL IT’S TIME TO EXPERIENCE TRUE COLOUR IN HIGH DEFINITION…

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A WORLD

IMAGINE A WORLD WITHOUT COLOUR LIMITS. NEW IGORA ROYAL BY SCHWARZKOPF PROFESSIONAL ALLOWS YOU TO DO JUST THAT, PROVIDING ENDLESS POSSIBILITIES FOR COLOUR AND CREATIVITY

As a colourist, you want the best: great colour precision, unbeatable colour intensity and excellent performance. With new Igora Royal by Schwarzkopf Professional you can have it all. More than 51 years and more than 100,000 tubes sold every day since its coronation, Igora Royal is reinventing itself with a full relaunch. Schwarzkopf Professional is always looking at ways to improve on perfection. The result? Igora Royal now comes with High Definition technology to deliver reliable results every time, meaning true, vibrant and long-lasting colour.

WHAT’S NEW? Schwarzkopf Professional colour has never been as creative or vibrant as it is today. From roots in bright shades to breathtaking ombré effects; anything can be achieved with High Definition. This new technology features fully re-engineered colour pigments for intensive colour and the clearest tone direction, alongside its new lipid carrier system, which amplifies penetration into the hair cortex. Colour is locked into the hair and perfectly sealed for longer retention, the new Igora Royal range guarantees heightened colour intensity and maximum coverage.

IGORA ROYAL • Up to 25 per cent more colour vibrancy* • Fashion colours with up to 70 per cent white hair coverage • Up to 50 per cent longer colour retention* *Versus previous Igora Royal Color Creme

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Creative HEAD

Promotion

OF COLOUR

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VIBRANCY • Up to 25 per cent more colour vibrancy* *Versus previous Igora Royal Creme

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Creative HEAD

Promotion

RETENTION • Up to 50 per cent longer colour retention* *Versus previous Igora Royal Creme

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COVERAGE • Up to 70 per cent coverage on fashion shades

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Creative HEAD

Promotion

LIFTING POWER • The clearest lifting shades and advanced care for maximum contrast and shine* *Advanced care achieved with 12% 40 Vol. Igora Royal Oil Developer

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CONTRAST • A one-step lift and colour for stunning highlights, intense contrast and outstanding brightness and luminosity

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Creative HEAD

Promotion

CREATIVITY • Pastel shades, boosters and neutralisers for maximum colour personalisation

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GOT YOUR

IN LINE WITH ITS ‘DEDICATED TO SALON SUCCESS’ MANTRA, SCHWARZKOPF PROFESSIONAL HAS A RANGE OF EDUCATION COURSES, TOOLS AND EVENTS TO ENSURE IGORA ROYAL IS EVERYTHING YOUR SALON NEEDS Dedicated to salon success worldwide, Schwarzkopf Professional has a range of additional elements and activities to make your salon the very best it can be. These include: Schwarzkopf Professional’s colour courses, its tailor-made education support, its House of Color app and its salon support material.

ROYAL ACADEMY With the relaunch of Igora Royal, Schwarzkopf Professional has extended its education programme, implementing tailormade and certified expert classes. The new Royal Master Academy includes versatile modules such as seminars, webinars and assessments. Two new training systems have also been introduced: Grow my Colour Business and Colour my Personality. The first aims to maximise every salon’s business potential with colour services and provides tools, guidance and inspiration. The latter offers a holistic approach to colour consultation, including insights on colour personality types and rules for matching hair colour with skin tones and eye colour. Both of these courses push participants to the limits of creative expression with a key goal in mind: to grow your salon’s colour business.

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Creative HEAD

Promotion

R BACK HOUSE OF COLOUR APP With the Schwarzkopf Professional House of Colour app, hairdressers are invited to digitally enter the vivid world of colour on the move, at home or at the salon. Features include: • Professional Colour Consultation: ﬁnding the perfect colour has never been easier. The client consultation feature helps hairdressers to choose the right assets in order to ﬁnd the perfect colouration in just a few steps • Formula Creator: your everyday colour assistant with precise formula recipes for each type of hair. The creator has a practical timer to measure the development time, as well as the option to personalise the formula process • My Clients: an integrated ability client management system helps to save clients’ information, photo and colouration history • Essential Looks: the latest inspiration. Taken from Schwarzkopf Professional’s bi-annual Essential Looks collection, it’s the forefront of cut and colour

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WHAT’S ON YOUR WANT BRILLIANT COLOUR PERFORMANCE, TECHNICAL SUPPORT, BUSINESS KNOW-HOW AND INSPIRATIONAL TRENDS? SCHWARZKOPF PROFESSIONAL HAS IT ALL…

OH WHAT A NIGHT!

Experience new Igora Royal live and see outstanding colour created by Mahogany Hairdressing! Taking place in London, Glasgow and Liverpool, these events bring Schwarzkopf Professional’s Igora Royal to life, firing your enthusiasm for colour.

ROYAL NIGHTS

LONDON WHEN 2 April WHERE ASK Academy

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LIVERPOOL WHEN 22 April WHERE Michael John Academy of Hairdressing

GLASGOW WHEN 29 April WHERE Rainbow Room Academy

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Creative HEAD

Promotion

COLOUR WISH LIST? “WILL IT HELP ME STAND OUT FROM THE CROWD?” “WILL IT INCREASE CUSTOMER LOYALTY AND FREQUENCY?” “WILL I EARN MORE FROM MY EXISTING CLIENTS?” “WILL IT BRING NEW CLIENTS TO MY SALON?” The answer is YES! In partnership with Schwarzkopf Professional’s Igora Royal, the brand is dedicated to growing your colour business with numerous tools to boost your profits: REACH NEW CLIENTS – increase your colour turnover by attracting new colour clients and converting the colour-shy. Ideas include ladies’ day and midweek colour events. INCREASE FREQUENCY – reducing the time between appointments to increase client loyalty and revenue. Ideas include next appointment incentives and birthday deals. BUILD LOYALTY – grow your clients’ loyalty and secure business with a selection of tools created specifically for this purpose by Schwarzkopf Professional. Ideas include VIP membership. PREMIUM SERVICES – strengthen your reputation as a colour specialist and offer new and exciting service possibilities. Ideas include a salon app and a Colour Celebration Night.

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Creative Head

Promotion

Colour queen

Lesley Lawson, Schwarzkopf Professional’s global colour ambassador, talks about her passion for colour Being the global colour ambassador of Schwarzkopf Professional and creative head of colour and form at the Real Hair salon in London’s Chelsea, Lesley Lawson is nothing less than the ultimate colour expert. Here, she talks about true colour partnership, her personal passion for colour, innovative training and her very own experiences with the new Igora Royal. Why do you love being a colourist? Since the beginning of my career, I have been absolutely fascinated by colours and the effects of colouring hair. I believe that hair colour can be understood as a language. So many expressions and interpretations are possible – reflecting your personality, marking changes in life or even transforming looks of people completely. The feedback from clients after colouring is often more intensive than after a haircut. I really love that colour has the power to influence the outer appearance of people. What should the perfect colour product offer you? Above all, as a colourist I need to rely on the performance of my colour. The key is coverage, intensity and retention. These qualities also need to be complemented by colour vibrancy and visionary colour worlds. For you, what are the benefits of the new Igora Royal? Igora Royal is the flagship brand of Schwarzkopf Professional for a reason. One of the most impressive assets of the new Igora Royal is its new High Definition technology, which delivers 100 per cent true colour results. Even under challenging conditions, such as

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porous and damaged hair, it provides perfect colour equalisation and white hair coverage. I have been involved in the relaunch process and had the chance to work with new Igora Royal during Schwarzkopf Professional’s Essential Looks shoot. The results speak for themselves: the state-of-the-art fashion colours, as well as outstanding vibrancy on coppers and violets, let my creativity as a colourist run free, while also making it possible to answer all of my clients’ demands. Last but not least, I am really thrilled about the 360-degree approach of the brand in terms of its education, offering fantastic new trainings and innovative tools such as the House of Colour app. Igora Royal is a worldwide brand – what do you think has made it so successful? Schwarzkopf Professional has created a brand that listens to the needs of colourists and provides services and tools perfectly adjusted to them. The Igora Royal product concept is dedicated to stylists’ expertise and salon success, since colour services play such an important role in salons nowadays. Besides this, Igora Royal keeps up with the trends and is perfect for hairdressers and trend seekers looking for the most up-to-date and fashionable results that are achievable in salon-appointment times. I also believe that the key to success is to invest in young talent and Schwarzkopf Professional is a pioneer in educating the best ones. Accompanying the relaunch of Igora Royal, the brand offers a diversity of great educational programmes. The Royal Master Academy, for instance, brings up new royal experts with a premium certificate, providing those with colour education like never before.

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It’s got to be Igora Royal Not one but 10 reasons why it’s got to be Schwarzkopf Professional’s Igora Royal

TRUE COLOUR: fully true-totuft colour for total reliability UP TO 25 PER CENT more vibrancy* and perfect equalisation* – even on porous hair

CLEAREST LIFTING SHADES* and advanced care** for maximum contrast and shine

EXTENSIVE EDUCATION SUPPORT, from essential workshops to the Royal Colour Master Academy ESSENTIAL LOOKS bi-annual trend collection brings the latest fashion trends from the catwalks into your salon

HIGH DEFINITION TECHNOLOGY for the best Igora Royal performance ever

FASHION COLOURS with up to 70 per cent white hair coverage and up to 50 per cent longer retention*

DEVELOPED WITH COLOURISTS for colourists – to exceed your expectations every day

NEW COLOUR SERVICE opportunities with Igora Royal high definition colour services

FULL BUSINESS SUPPORT for your salon, from salon events to increasing visits and new client acquisition *Versus previous Igora Royal Color Care **Advanced care achieved with 12% 40Vol. Igora Royal Oil Developer

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Hair colour gives women confidence, this is why I need to rely 100 per cent on the performance of my colour. One of the most impressive assets of the new Igora Royal is its new High Definition technology, which delivers 100 per cent true colour results and maximum performance. With new Igora Royal, my creativity as a colourist can run free Lesley Lawson, global colour ambassador for Schwarzkopf Professional

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Creative Head

Promotion

True

colour

in high definition

Realise your love of colour with Igora Royal from Schwarzkopf Professional. Visit www.schwarzkopf-professional.com, call 01296 314000 (UK), 01 404 6424 (Ireland) or search â&#x20AC;&#x2DC;schwarzkopfprofessionalunitedkingdomâ&#x20AC;&#x2122; on Facebook

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Desktop. Mobile. Tablet.

NEW!

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“ TIGI Copyright©olour’s 3 new ash green shades further expand the creative potential of our intermixable range. Natural, neutral, cool results have been popular on the Autumn/Winter catwalks and this collection will help hairdressers recreate these colour results for their clients.”

TIGI Global Creative Technical Director 3 time winner of the title British Colour Technician of the Year Member of British Hairdressing Awards Hall of Fame

New TIGI copyright©olour Control Series helps to neutralise warm undertones in the hair, creating beautifully rich, cool tones. DISCOVER NEW CREATIVE 5/71, 8/71 & GLOSS 6/08 invent it. own it. control it. @TIGIcreatives /TIGIprofessional www.tigicopyrightcolour.com To become a stockist call 0844 844 0944 or from Ireland +44 (0) 1890 812 022.

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DISCOVER A PERFECT COLOUR PARTNER With our extensive range of accessible and creative colour brands, you can always offer your clients a professional point of difference. ADVANCED TECHNOLOGY From the versatile SOCOLOR.beauty with its pre-blended base and pre-adjusted tone, NEW COLORINSIDER ammonia-free ODS2 (Oil Delivery System) technology, to Light Master, our most powerful high-speed lightener with up to 8 levels of lift, Matrix has a colour offering for all clients. GREATER PROFITABILITY Our bigger 90ml colour tubes* with up to 2 applications per tube can greatly increase your colour services profitability.

If you want to grow your business with Matrix visit www.matrixhaircare.co.uk or call 1800 509 472 to find your local distributor

*SOCOLOR.beauty and Color Sync tubes are now 90ml. COLORINSIDER tubes are 67ml/60g.

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TO LEARN MORE VISIT WWW.MATRIXHAIRCARE.CO.UK

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MATRIXHAIRCARE

MATRIXHAIRCAREUK

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editor’s letter

April

CREATIVE HEAD Ireland

48 31

During a recent meeting with a salon software provider, the conversation went a little something like this. “Do you know that only 15 per cent of salons in Ireland use a software system?” he asked. To which I responded: “Stop, you’re just being dramatic to spur sales.” Apparently he wasn’t. Bugged by the comment, I went away and did some independent research, interviewing eight salon software providers, totting up the figures of those they supply software to, popping into an array of salons to see if their receptions were armed with equipment for the 21st century, and I can report that the figure does indeed weigh in around the 15 per cent mark. Salons, it’s time to get with the programme! Amid financial instability, it’s imperative to know every statistic about your business, employees and clients. If you’re a techno-phobe, face your fear by reading Elephant In The Room on page 32. Of course, there has been plenty of fun in the making of this issue. March is traditionally the most active month in the hair calendar and we enjoyed some incredible events, spotted some amazing new talent and were delighted at a host of S/S13 trends, as reported in Scene from page 25. We’ve also bagged the latest instalment of Essentials Looks 1: 2013 collection – a project that fills me with immense excitement each season. And finally, I have two words for you – scrunchy revival. Read all about it in Runway on page 48.

Sarah Manley sarah@headmag.ie

Follow @CreativeHEADIrl on Twitter Find us on Facebook, search ‘Creative HEAD magazine’ Creative Head Ireland 08

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ENTRUST YOUR BEAUTY TO PROFESSIONALS

NEW for fine hair

Volumetry

up to 72hr* Volume Boosting effect.

NEW HAIRCARE SYSTEM* Enriched with Salicylic Acid, Intra-Cylane™ & HydraLight. 1. Purify + lift fine hair from the root 2. Hair looks volumised, with added texture 3. Lightweight moisture: does not weigh hair down

See Volumetry in action at www.youtube.com/lorealprofessionnel

*Instrumental test: shampoo + conditioner + spray

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I N

L ’ O R É A L

P R O F E S S I O N N E L

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contents

April

free range

Alfol

What’s inside

Ltd

PUBLISHING 21 The Timberyard, Drysdale Street, London N1 6ND

Editor

Sarah Manley

REGULars _ 13 the source Sean Taaffe leads at Kerry Fashion Week, House of Colour celebrates and win the chance to work with star colourist Josh Wood

Contributor

Aoibhinn Mcbride

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Art director

Nick Jabbal Art

Graeme White

25 _ Scene

Essential Looks hits the streets in Berlin, the IHF reveals Hairdresser of the Year and Moroccanoil continues its Quiet Revolution

Chief sub editor

Adam Wood Special projects manager

Joanna Andersen

50 _ the last word

Michael Travers outlines the ups and downs of three different ways to operate your business

Advertising managers

Sarah Manley ben baldock Editor in chief

38 _ Subscribe now...

and you’ll receive a free gift from L’Oréal Professionnel, worth E41.55

Amanda nottage Publisher

catherine handcock

WRITE TO US AT: CREATIVE HEAD IRELAND 6-9 Trinity STreet DUBLIN 2 T: 01 617 7947 Email: sarah@headmag.ie Go online to www.creativeheadmag.com, find ‘Creative HEAD magazine’ on Facebook or follow us on Twitter: @CreativeHEADIrl Download the Creative HEAD App here: Creative HEAD Ireland is published 10 times a year by ALFOL Ltd. Creative HEAD Ireland is a registered trademark. No part of this magazine may be reproduced without prior permission of the publisher. All information correct at time of going to press. Printing by Buxton Press

features

32 _ Elephant in the room

Stop ignoring the rise of digital business tools and learn how you can make tech work for your salon. It’s time to get with the programmes! fashion

39 _ Don’t look back

Eclectic and totally eccentric, Essential Looks 1: 2013 brings the coolest new hues with the Colour Buzz collection

48 _ Runway

See why models are top of the chops and we investigate the return of the scrunchy!

head c r e a t i v e

April 2013 e7.50

Creative HEAD Ireland is printed on paper certified as being from sustainable sources using only vegetablebased inks. Printed by Buxton Press, Environmental Printer of the Year and Printing Company of the Year.

Ireland

Digital frontier HAir goes HigH definition

ON the COVER

Hair Schwarzkopf Professional Igora Royal Want to see more from the new Schwarzkopf Professional Igora Royal range? Download the Creative HEAD App now! Visit www.creativeheadapp.net or scan the QR code (left)

Creative Head Ireland 10

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POWER STATION

Radical look With images of Tracey Emin and Gwyneth Paltrow, photographer Mary McCartney’s exhibition ‘Developing’ includes a celebration of The Radical Woman – perfect inspiration!

Feel the Buzz

Catwalk king Josh Wood, Wella Professionals global creative director for colour, exclusively shares his Power Blonde moodboard

WIN! Coming to the

Creative HEAD App this April See more from Colour Buzz, the incredible Essential Looks 1: 2013 collection from Schwarzkopf Professional

THE CREATIVE HEAD APP IS free and READY TO DOWNLOAD – VISIT THE APPLE APP STORE AND SEARCH ‘CREATIVE HEAD’ OR VISIT CREATIVEHEADAPP.NET NOW!

THEY’RE ON IT

and they

LOVE IT! p012_App promo 1

Five sets of styling goodies from New York Fashion Week favourite UNITE

Thank you from the Forresters Artistic Team for including us on your App! It looks amazing and I’ve had great feedback from so many people about it! Rory Gamble, Forresters

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source

A gamechanging backwash for your business

the

Page 17

Sean Taaffe Leads Hair at Kerry Fashion Week Fashion Designer Awards dinner, with the Sean Taaffe Creative Team working backstage at the latter two alongside Lancôme Paris makeup. “It’s important to be leaders when it comes to anything to do with fashion and hair in Kerry,” said salon group owner Sean. Tending to the hair for the New Collections Show, the Creative Team, led by Martha Plechowska, shaped crimped, volumised ponies juxtaposed with a smooth, sleek, centre-parting on top and a wall of clips on either side. Martha said: “There were a lot of hats in the show, so we wanted to create a style that had impact, whether hats JAN

were on or off.” The Creative Team also styled the hair for the annual KFW Fashion Designer Awards, working on new S/S13 collections for designers Emma Manley, Karyn Moriarty Womenswear and Theia at Jasmine by Don O’Neill, among others. Here the looks were sleeker and comprised a twisted bun. Martha explained: “The focus needed to be on the collections and not the hair.” The Sean Taaffe Creative Team also worked on all pre-event activities, including a TV3 Ireland AM appearance. Sean added: “Our involvement reinforces being part of a winning group and there’s a real wow factor for the team.”

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Five-strong Kerry salon group, Sean Taaffe Hair & Beauty, took care of the hair as the official hair sponsor at Kerry Fashion Week and Awards (KFW). The event, which saw Simone Rocha named Irish Fashion Designer of the Year, was centred at the Carlton Hotel in Tralee and held in association with Image magazine. Further awards went to Sinead Madden, Irish Accessory Designer of the Year; and Colin Horgan, KFW One to Watch. Staged over two days, KFW featured three main events – a business of fashion seminar in association with the Sunday Business Post, a New Collections Launch Fashion Show and the annual KFW

Sean Taaffe

Kate Moss

news, products and business know-how It all starts here…

▼ ▼

April 2013

Creative Head Ireland 13

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the latest news from the industry

exclusive

Win a once-in-a-lifetime opportunity to work with Josh Wood

Aaron Healy celebrates

Pamela Sullivan

Aaron Healy of Wayne Lloyd Creative Hairdressing in Ballydehob, Cork has claimed the title of IHF Irish Hairdresser of the Year at the IHF National Hairdressing Championships. Aged just 23, Aaron scooped the highest award after entering six categories, including Senior Ladies Full Fashion, Creative Fantasy and Long Hair Up. Collaborating with stylist Roxanne Parker and make-up artist Paddy McGurgan, Aaron said: “My team is everything. They really understood what I wanted to achieve.” Aaron, who joined the staff of Wayne Lloyd in October 2010, after two year’s in hairdressing, achieved the title of IHF Trainee Hairdresser of the Year in 2011. His win this year was the first for a Cork stylist since the awards inception in 1974. “It’s great from a local perspective. The media are being really responsive and there’s a lot of opportunities building up,” said Aaron, who is keen to use his win to make a bigger name for himself in education. “When you achieve something like this it’s great to be able to share it with people and in turn let them reach their potential. I’ll also be working with the team at Wayne Lloyd – we’re very much a team-oriented salon.” For more on this year’s awards, turn to page 31.

Elaine Sullivan

Cork stylist wins Irish Hairdresser of the Year

Amy Bejaoui and Stephanie Carabini

US Vogue

US Marie Claire

Italian Vogue

Josh Wood

CELEBRATED CATWALK colourist Josh Wood is teaming up with Creative HEAD and Illumina Color by Wella Professionals to offer one lucky Irish or UK hairdresser the chance to win a place on a photoshoot. The winner will spend a day with the renowned colourist and global creative director for Wella Professionals, prepping and colouring models at his Atelier salon in London before working alongside him and leading Wella hair stylist Darren Ambrose of D&J Ambrose on the shoot day. The images will then be featured in the September issues of Creative HEAD and Creative HEAD Ireland magazines. To be in with a chance of winning, you need to create and capture a finished look using Illumina Color that represents key colour trends from S/S13. For more details on the competition and Illumina Color, see page 20 or visit Creativeheadmag.com.

New recruits join the Wella Professionals Style Council Four new creative stylists have joined the Wella Professionals Style Council for 2013. Amy Bejaoui and Stephanie Carabini from House of Colour and Elaine and Pamela Sullivan from Aviary Lane, join further esteemed team members including Zara Cox from Queen Beauty Emporium and Eoin Wright from Foundation Hair. The 11-strong team, which is on call for a multitude of Wella Professionals events, education and editorial shoots, started the year at the TrendVision Award 2013 Access Seminars in Belfast, Cork and Galway, where they represented the work of TrendVision tastemakers, session stylist Eugene Souleiman (Wella Professionals global creative director for care and style) and colourist Josh Wood (Wella Professionals global creative director for colour).

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NEWS APRIL

The L’Oréal Colour Trophy will undergo an event refresh for 2013, making the awards more cost-effective and accessible to entrants. Prominent changes include the eradication of a live Eliminator heat in Dublin, which will be replaced by a no-entry fee online photo entry for the L’Oréal Colour Trophy, Mens Image Award and Young Colourist Award. Online entries will not require a professional model or photography, and will be judged by a new international panel. Successful entrants from the online stages will go forward to compete at the Grand Final at a Dublin venue with a new aftershow party and significantly reduced ticket price.

Some of the night’s winners

Colour Trophy gets a revamp for 2013

The annual House of Colour Hair Awards saw top names and the most successful salons within the seven strong group recognised at the Radisson SAS in Dublin. Now in its 13th year, the event saw more than 30 awards handed out across trainee, education, salon management, creative cut and colour categories. Top gongs included Premier Salon of the Year, won by House of Colour Charlestown; the Paul Byrne Award won by Stephanie Byrne, and the Hall of Fame Award, this year won by the 2004 House of Colour Capel Street team: Jen Kavanagh, Linda White, Olive Tucker, Lauren Kelly, Emma Monaghan and Lyndsay Bateman. “Since the Hall of Fame started we have looked to the brightest and the best to fill it,” said House of Colour co-owner, David Campbell. “The House of Colour Capel Street team of 2004 was and still is an institution of talent and a beehive of ambition, which promoted a feeling that we could all take on the world and win. Little did we know that this salon would produce three partners, four managers, an Irish Hairdresser of the Year, a FAME Team member and two celebrity stylists.”

Stephanie Byrne

L’Oréal Colour Trophy 2012

House of Colour salon group celebrates excellence at Hair Awards

Future calling

Creative Head

Promotion

If you want to be the greatest stylist, colourist or break into session, TV or film, Davey Davey will help you pave the way Multi award-winning, highly skilled, immersed in fashion, constantly transforming and never standing still – the Davey Davey philosophy is something we can all learn from. To this end, salon owners Paul and Ian Davey launched the Davey Davey Academy last year to impart their wordly wisdom and their powerhouse

team’s expertise. Drawing on their experience from working at international fashion weeks, on shoots for top glossies and with brands, celebrities and tending to a highly discerning roll call of Irish clients who work in the public eye, the salon has a lot of knowledge to share. Here’s a snapshot…

Creative Cut & Colour

Session Editorial

Film & Television Hair

Date 21 April 2013 Cost E295

Date 12 May 2013 Cost E315

Date From 9 June Cost E1,800

Taking direction from catwalk, editorial and celebrity trends, this course focuses on the edgy side of commerical looks. It not only covers technique but also establishes how you can develop your own salon collections.

For stylists eager to embark on editorial work and make-up artists wanting basic knowledge on techniques, this course will show you everything you need to know about long hair, from prepping and classic techniques to advanced looks.

Oscar and BAFTA-nominated and a three-time IFTA winner, Lorraine Glynn is Ireland’s bestknown film hairdresser. This six-day course, designed and run by Lorraine, will help you get the skills you need to work in film and TV.

All training is held at Davey Davey on Drury Street, Dublin 2. In-salon training is also available. For course bookings and information, call Davey Davey on 01 6111 400 or email education@daveydavey.com

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▼ ▼

New products, tools and colours

want it!

Royal seal of approval It’s official – the world is now in high definition! Gone are the days of fuzzy and lacklustre looks, colour is in razor-sharp focus – the crystal clarity of Schwarzkopf Professional’s relaunched Igora Royal range is so vibrant it practically jumps out at you. Featuring the brand’s new High Definition technology, the colour delivers reliable results in every situation, meaning true, vibrant and lasting colour – even on damaged hair. And that’s not all, the Oil Developer seals in Igora Royal colour for 50 per cent longer.

IN-SALON SERVICE Call 01 404 6424

www.schawarzkopf-professional.ie

Natural order

It’s cool to be kind and these New Age colours are leading the movement with pure, pioneering formulas

Hot springs are well known for their healthenhancing properties, so Alfaparf has turned to the natural resource with the launch of Thermae SPA Color. IN-SALON SERVICE Call 045 856 490

www.xpertpro.ie

Comprising 111 shades covering vibrant reds, bright blondes and beautiful natural tones, there’s a lot to like about Infiniti Intelligent Colour System from Affinage. IN-SALON SERVICE Call 053 9123 681

Honey, rose hip, juniper, sunflower, pomegranate – just a few of the natural alternatives that make up Sens.ùs MC2 hair colour’s 97 per cent pure product formula. IN-SALON SERVICE Call 087 6484 534

www.gainfort.com

Creative Creative Head HEAD Ireland 14 16

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NEWS April

Best in class

Love dry shampoo but abhor the white powder and matte results? Worry no more as Joico has cracked the problem with its Instant Refresh Dry Shampoo. As part of the brand’s reinvention, savvy product scientists have created a fast-drying aerosol shampoo that leaves hair feeling clean and smelling fresh.

Body builder Beautiful, voluminous hair now begins at the backwash with the L’Oréal Professionnel série expert Volumetry in-salon treatment. The not-so-secret ingredients are salicylic acid to cleanse the scalp, Intra-Cylane to fill in and plump up hair fibres, and Hydra-Light for near-weightless moisture. Together they offer volume-boosting results for up to 72 hours. IN-SALON SERVICE Call 1800 535 616

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RRP e16.95 Call 045 856 490 www.xpertpro.ie

Spinning around

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Lustreboosting, frizz-calming and fantastic smelling – what’s not to love? Envy 2 Dual Fix prewash spray-in treatment features a perfect balance of silk and keratin amino acids for maximum body, shine and condition.

On The Rebound from Bedhead by TIGI will revive the limpest of coils in just one scrunch, thanks to its Curl Recall technology. But that’s not all, the formula also provides thermal protection, fights frizz, smoothes and moisturises the hair for serious shine and gorgeous gloss.

RRP e12.80 Call 053 912 3681

RRP e15.50 Call 0044 844 844 0944

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Glamoriser’s AutoCurler is the easy way to achieve big, voluminous hair in moments with its motorised barrel. RRP from e89.99 Call 0044 203393 9070

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Advantage point

Is it a backwash? Is it a masseuse? Will it make your clients appear more beautiful? Yes. Yes. Yes! Introducing the Sensation backwash unit from Salon Ambience, equipped with an integrated SalonTan spray system and shiatsu massage. Not only does it usher in a new era in customer service, it opens up new revenue opportunities. Price From e5,929 Call 061 212 028 www.salonambience.com JAN

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Creative Head Ireland 17

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▼ ▼

business advice and stylish interiors

Business Pro Tony Mulvaney

Co-owner, Foundation Hair I was ready to go into business… when I returned from touring the US with a band whose hair I was doing, and realised that Dublin is a good place to put down roots. Eoin Wright and Sean Dunne (partners at Foundation Hair) had worked together and it just seemed like a natural progression to set up a partnership with two like-minded men who I admire and trust. I cope with pressure by... talking with my partner Eddie who is very black and white – he rubs out my grey matter. I’m a great believer in getting problems out in the open; otherwise they just fester. The biggest risk I’ve ever taken is... setting up a business with Eoin and Sean as we are friends and we didn’t want to ruin that. Seven years on and we still laugh most days and remain really good friends. I knew I had made it when... my insecurities are too big for that – you are only as good as your last haircut. If I could go back 10 years... I would divide my time more between salon and session work. I love them equally but tend to do more salon work now. The best advice I’ve been given is... live for the moment. The biggest challenge in business today… is to retain clients and attract new ones. Most new clients come from word of mouth recommendations.

TASKFORCE

PR Power

If you think PR is a luxury you can’t afford, think again. It’s an essential tool that not only allows your business to grow but helps it stay afloat during financial hardship The biggest misconception about PR is that it is the same as advertising – it’s actually very different. As Lynn Hunter, managing director of Hunter PR, explains: “PR is an extension of word of mouth, one of the most influential elements to a salon’s success. If you’re building your brand from grass roots level, you need help to get your name out there and by getting journalists and key media people aware of the brand, you’re automatically feeding the information back to the public.” Hunter PR works with Dublin salon group Brown Sugar, and owner Mark O’Keeffe agrees that word of mouth is a key component. “These days, word of mouth has taken on different guises and prospective clients aren’t just relying on personal recommendations any longer. They’re much more in tune with what is going on in the media. Something

magazines or bloggers say has more impact than a big budget advertising campaign, and only PR can get your brand into these channels,” he says. And it’s not just mainstream press channels that are influencing customers. Business consultant Gillian Horan, who works closely with Niall Colgan Hairdressing in Limerick, says that social media is just as important. “A combination of social media and print media allows the Niall Colgan Hairdressing brand to show off its expertise. Facebook, Twitter and YouTube not only allow the salon to have a presence online, they also allow the team to share their knowledge through visuals and videos.” As Lynn Hunter concludes: “Just like tools in your salon, PR is an investment. But it’s also like a marriage, and for PR to work it requires a team effort. These days success isn’t just built upon providing an excellent service to your clients once they are in the salon, it’s built upon so much more.”

smart move Five reasons why PR is an essential tool for your business

1. Awareness – PR builds brand awareness and helps to launch your salon onto a local, national and even international stage 2. Enhances – It presents ordinary services in an extraordinary way to the public 3. Fresh opinions – A fresh pair of eyes reinvents how you get the message about your salon out and can help identify your salon’s unique selling point 4. Coverage – PR nurtures a relationship with journalists and the media and aligns your brand with key social influences 5. Social media – Facebook and Twitter are an extension of your brand and, if used properly, are pivotal PR tools

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CH Eire Ad - 230x150mm - Milkshake_Layout 1 28/02/2013 11:07 Page 1

The energy of nature for your beauty and wellbeing

Distributors Wanted

milk_shake is one of the most dynamic brands to enter the professional market, with high quality, natural ingredients combined with the latest cosmetic technology, producing award winning products that have instant appeal. We are currently looking for distributors in selected areas throughout Ireland to continue our rapid growth plan. You may already be an established wholesaler / distributor wishing to add a winning brand to your portfolio, or you are considering a start up company and require an exciting range of shampoos, treatments and colours. In addition to a complete line of products, we offer an exclusive territory agreement, free salon education, international events, point of sale, PR and marketing support. For more information, please contact Xavier Berrell on 087 2524951 or e-mail xavier@red-hotproducts.com (All correspondence is held in the strictest confidence)

discover more at www.milkshakehaircare.co.uk Follow us on

Twitter

milkshakehair

Find us on

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milk_shake hair products

Show us your true colours Colour Manager – Grafton Street We’re looking for a full-time Colour Manager to lead the team in a state of the art colour department at our refurbished ﬂagship salon on Grafton Street. Ambitious, trained to the highest level and with at least 5 years’ colour specialist service you will direct a trend driven centre of excellence for hair colour that will lead the way for other salons to follow. The successful candidate will receive the very best in continuous education and support that comes from working with Ireland’s leading hairdressing brand. Please send full career details, in strict conﬁdence, to Louise Keaveney, HR�Manager, Peter Mark, 13 South William St, Dublin 2. Apply online at www.petermark.ie or e-mail: hr@petermark.ie Freefone 1800 738 376

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W IN

THE ULTIMATE PRIZE IN COLOUR

ILLUMINA COLOR.

Josh Wood. Creative HEAD.

YOU!

It’s the colour competition of a lifetime! You could be working with Josh Wood on an incredible photoshoot. This is your chance to shine, with Creative HEAD Ireland and ILLUMINA COLOR by Wella Professionals Whether it’s on editorial shoots, major advertising campaigns, backstage at fashion weeks or at his exclusive Atelier salons in London’s Notting Hill and Liberty, Josh Wood is the go-to guy for incredible, luxury colour. As global creative director for Wella Professionals, he sets the trends and helps develop the innovative new colour products that you use in the salon. But for one incredible photoshoot, Josh Wood could be all yours! In an exciting collaboration, we are offering a once in a lifetime prize – the chance to win a place on a stunning photoshoot with Josh Wood using ILLUMINA COLOR and published exclusively in Creative HEAD Ireland magazine. One stylist from Ireland or the UK will get the chance to learn at Josh’s side as you spend the day prepping and colouring models at his Atelier salon, then you’ll work alongside Josh and leading Wella hair stylist Darren Ambrose of D&J Ambrose on the shoot day, ensuring the finished results are beautiful, on-trend and perfect for the pages of Creative HEAD Ireland. To win, you need to prove you know the hues that are hot for 2013. Using ILLUMINA COLOR, you will create a fabulous finished look that reflects the fashion-forward

colourist you are, captured in an incredible image that will show-off those skills in a simply stunning shot. You don’t need to spend thousands on a photographer, but you do need to illustrate that you have the techniques and the vision to distill a 2013 trend in a heart-stopping way. With such tantalising tones as the six new sheer shades from ILLUMINA COLOR, as well as the incredible line-up of colours in the portfolio, you’ll have everything you could need to paint your vision perfectly. With two warm, soft blondes, two cool browns and two cool, crisp blondes, ILLUMINA COLOR has created the ultimate S/S13 blonde palette, as seen on the catwalk at Mary Katrantzou. “Blonde is big,” says Josh. “I’ve created several Power Blondes for S/S13 on the catwalks using ILLUMINA COLOR shades. It provides the perfect combination of cool, icy and wheat shades to create this look from the Mary Katrantzou show – powerful yet natural-looking.” Once the colour has been crafted, you’ll then collaborate with Darren Ambrose to complete your vision. “Styling and colour go hand-in-hand,” explains Darren. “I’m excited and looking forward to working with the competition winner.”

Creative HEAD Ireland 20

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Creative Head Promotion Promotion

*Terms and conditions apply. Visit www.creativeheadmag.com/competitions/illumina-terms for information

Power Blonde at Mary Katrantzou S/S13

Want to win your date with Josh? Here’s what to do... • Create a high resolution image of the look you’ve made using ILLUMINA COLOR by Wella Professionals that represents key 2013 colour trends, include details on the colour concept, your technique and your inspirations.

For more inspiration, check out Josh Wood’s guest moodboard and his wor k London Fashion Week from on the Creative HE AD App! And go backstage at Mary Katra S/S13 at Creativeheadm ntzou ag.com

• Send your entry to ILLUMINA COLOR competition, Att: Lisa Corrigan, Wella Ireland, The Chancery, 3-10 Chancery Lane, Dublin 8. • Beat the deadline for entries, 1 June 2013. • Make sure you are available to come to London on 25 and 26 June 2013. • Keep your fingers crossed for a call from Creative HEAD Ireland!*

To discover more about the new shades from ILLUMINA COLOR, contact your Wella Professionals account manager, call 01 416 0900 or visit www.wellaprofessionals.ie

Creative HEAD Ireland 21

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E H T H T I W X MI S S E N I S U B N I T S BE

& 8 2 y Sunda 3 1 0 2 l i r p A 9 2 y a don d n o n L o l, e t o M H k n a b r e v i R Park Plaza

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Bra ung, s MBE, Dylan rew Barton, Hooker & Yo la g u o D l o rr E a nd e joined by A ebster and Lis b l W il n w e ) rr d a re D , tu n (pic es! Veke ore star nam ther van der m s E d n d a n a – y m m a e T Tom vor Sorbie Art re T e h T , n a m White

*single room supplement applies to full event ticket, tickets payable in sterling, charged at £169 and £99

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Salon Smart is presented by

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Matthew Luke M A D E I N I TA LY

Don't miss the Salon Concept 2013 magazine, available now!

Chairs: Square, Leonardo Mirrors: Titanium, Unique, Barcelona Black Washunits: Lux Desk: Millennium Crystal

DUBLIN - Unit 3, Red Cow Retail Centre, Robin Hood Road, Ballymount Tel. 01 464 2771 LIMERICK - Building 6 Delta Retail Park, Ballysimon Road Tel. 061 212028 Fax 061 212030 info@essentialsalon.ie www.essentialsalon.ie

w www.salonambience.com G salonambiencegroup U salonambience ESS_CH_191212_February.indd 1

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Jennifer Lil Buckley and Tara Smartt at L’Oréal Professionnel Catwalk Showcase

scene

parties, people, places, faces

20/3/13 12:09:45

The trendy NHow Hotel in Berlin was the place to be for 350 VIPs who travelled from Europe, Africa and the Middle East to witness the rebirth of Joico and the new Turn Heads campaign. After a welcome from Joico Zotos Europe general manager Eric Kater and director of marketing Gaby Abel, the weekend was in full swing. The first night saw the grand unveiling of Joico’s reformulated and repackaged products and enhanced brand image, with a party to follow. The following day the first Joico Turn Heads conference took place, showing what the rebrand would mean for stylists and consumers. The audience then saw a live stage performance by the European Design Team, led by Gianni Scumaci. Demonstrating the new and improved Style and Finish products on models, the results were simply sublime. In particular, a voluminous chignon (pictured right, inset) by Ireland’s European Design Team member David Murray was crafted without a single pin – it was a pure product creation. But no event is over until the wrap party, and the night in Berlin saw DJs pushing the fun on into the small hours.

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Gianni Scumaci

We could be heroes

20/3/13 12:10:36

Michael Corcoran

Jennifer Lil Buckley and Tara Smartt

Laura Reid

scene

Natural order From Plexiglas roses at Viktor & Rolf to Pop Art posies at Prada, designers the world over took much of their inspiration from the great outdoors for this season’s S/S13 collections. Prevalent too were iridescent fabrics and the dominance of black and white – real palette cleansers. In the hair department, the effects were sublime, something L’Oréal Professionnel has captured within Nature Ombré, a hair collection created by global session supremo James Pecis, and master mixologist Nathan Walker. The big reveal came at Catwalk Showcase S/S13 at the Mansion House in Dublin. There to talk and walk us through the trends were a selection of the brand’s ID ARTISTS, including new recruits Tara Smartt from Hession Hairdressing and Jennifer Lil Buckley from Brown Sugar. Also present were second year artists Michael Corcoran from Peter Mark, Mariana Hayes from Foxy Chopper and Laura Reid from Brown Sugar. “As the seasons have gone on, hair colour has become more gentle. Two years ago we had extreme dip-dyes, which progressed to softer ombré last year,” said Michael. “This season ombré is staying put, with the change coming from far more considered hand-painted techniques and colour selection.” Together the team delivered 10 model looks, one session model each and one cut and colour. “Duality is the real message this season,” says Laura. “Dual textures and dual cuts for clients who have to appear in a number of different roles each week.”

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Lyndsey Cavanagh

Seirenna Pantea of Cowboys & Angels

P&G’s ‘Proud Sponsor of Mums’ campaign has proved to be more than just a flash in the pan. Two years on since launching and the parent company of Wella continues to reach out and lavish the ladies that we all love most. Having pampered the mums of Irish athletes during the London Olympics and Paralympics, attention now turns to Irish children’s hospice LauraLynn House and the mums of terminally ill children and their carers. Over the next year, P&G aims to raise in excess of E1m in conjunction with the LauraLynn Foundation to build a new hospice in Galway. Doing its bit on the haircare side, Wella Professionals opened up its Dublin Studio to pamper mums with any hair service their heart desired, along with manicures, massages, facials and make-up application. Helping out on this front were top stylists and colourists from Foundation Hair, Robert Chambers, Hair by Mane, Cowboys & Angels, Queen Beauty Emporium and leading Max Factor make-up artist Lyndsey Cavanagh. Hats off to everyone involved, it was a truly heart-warming event.

Noel McCarthy of Queen Beauty Emporium

Claire Perry of Robert Chambers

Eduardo Perezmeza of Robert Chambers

Mum in a million

20/3/13 12:11:54

scene

Errol Douglas MBE

As good as it gets

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When Essential Salon Supplies brought Moroccanoil to Ireland last month, not only were we afforded a session in haircare and styling, we got a history lesson. It went something like this: the Quiet Revolution was a period of rapid economic and social development in Quebec, Canada in the ’60s. In short, its something Moroccanoil likens itself to. The brand, which launched just over five years ago, was also founded in Quebec and has gone through some serious growth in a few short years. The Quiet Revolution show – which took place in the Mansion House Dublin with Moroccanoil UK and Ireland ambassador Errol Douglas MBE and the international art team – was testament to that. We saw sublime styling, polished catwalk models and designer clothing from Kristian Aadnevik, who Errol had just worked with at London Fashion Week. No sooner was the hair styled in a disheveled pony, textured chignon or ’40s wave, it was brushed out again and remodelled – proof of the versatility of the styling line. With Moroccanoil having just worked at A/W13 shows including Burberry Prorsum and Margaret Howell, the night’s hair inspiration was a fresh as it could get.

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Tyler Johnston

Boris Brugger

Lesley Lawson

Packed with inspiration and personality, Germany’s capital possesses a magnetism that has drawn in some to the world’s most prolific writers, scientists, artists and travellers – not to mention the 3,000 hairdressers from 48 different countries who jetted in for the Essential Looks 1: 2013 tour. In town were top stylists from Kazoo in Drogheda, Ravens in Limerick, Yourells in Galway, Stunners in Mallow and Bankz in Portlaoise, to list but a few. Now in its 16th year, the Schwarzkopf Professional bi-annual trends event has a rich history but lives for the here and now, just like Berlin. A whistle stop tour of the city’s unforgettable sites during the day whet delegates’ appetites for the inspiration that was to come. That evening we left the five star Concorde Hotel and travelled across the city to the Velodrome, for the Essential Looks show. As the lights went down, the audience was catapulted into the Colour Buzz collection, with Essential Looks global ambassadors Tyler Johnston and Lesley Lawson sending 72 models down the runway, each coloured with new Igora Royal and styled into four trends – Mono Mods, White Angles, Glam Chic and Electric Youth. By popular demand, 2013 marks the first year that Essential Looks presents a short, medium and long version of each of the looks, making it easier than ever for stylists to translate the trends to salon clients. A menu of look and learn seminars and hands-on sessions the day after the show delivered priceless practical advice on turning catwalk inspiration into salon reality. See the Colour Buzz collection from page 39

Damir Crnalic

The buzz in Berlin

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scene

Backrow from left, model with Paul Donnelly, Aaron Healy, Teresa Conroy and model

THE RESULTS IHF National Hairdressing Championships 2013 IHF IRISH HAIRDRESSER OF THE YEAR Aaron Healy, Wayne Lloyd Creative Hairdressing, Cork IHF TRAINEE HAIRDRESSER OF THE YEAR Teresa Conroy, Salon 2, Sligo IHF BARBER OF THE YEAR Paul Donnelly, Alison Paul International, Dublin SENIOR LADIES FASHIONABLE HAIRSTYLE ON LONG HAIR Nicola Chambers, Wayne Lloyd Creative Hairdressing, Cork MENS FREESTYLE Valentin Florin Ghilb, Zeba Hairdressing, Kildare TRAINEE CREATIVE FANTASY Danielle Garner, Peter Mark, Dublin SENIOR CLASSIC BRIDAL Shirley Mulvaney, Salon 2, Sligo MENS FULL FASHION Kristine Glide, Ultimate Hair & Beauty, Dublin SENIOR LADIES FULL FASHION Kieran O’Gorman, Kieran O’Gorman Hair, Beauty & Day Spa, Dublin

Ones to Watch

The state of Irish hairdressing is in good hands, if the IHF National Hairdressing Championships 2013 were any thing to go by. This year entries were up by an incredible 25 per cent, with the biggest increase coming in the trainee categories. On spectating and tweeting about what we thought was Senior Ladies Fashionable Hairstyle on Long Hair, we were impressed to learn that it was in fact the Trainee Long Hair Up heat, with the former taking place further down the floor at Citywest Hotel. “The trainee categories are really wowing today,” said outgoing IHF president Greg Clarke. “There are a lot of great new names and talent to discover.” Also new for this year was an all-Irish judging panel that included our greatest export talent – Alan Keville (Alfaparf creative director), David Murray ( Joico European Design Team) and Andrew Dunne (Wella Professionals colour ambassador). Commencing at 9am and concluding at 11pm, there was a lot of talent to take note of.

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SENIOR LADIES LONG HAIR UP Katrina Kelly, K2 Hair, Dublin SENIOR CREATIVE FANTASY Aaron Healy, Wayne Lloyd Creative Hair, Cork SENIOR LADIES CREATIVE COLOUR Sarah Maguire, Mizu, Louth SMART HAIR PHOTOGRAPHIC Vicky Gorman, Karl Whelan Couture Hairdressing, Louth TRAINEE LADIES TREND CUT Danielle Bethele, Occasions Hairdressing, Dublin TRAINEE LADIES BLOWDRY Nikkita Purdey, House of Colour, Dublin TRAINEE LADIES LONG HAIR UP Inese Rusmane, Mohh Hair Salon, Westmeath

20/3/13 12:13:10

The elephant in the room The problem’s there but no-one is talking about it – just why are so few salons using software in the salon? It’s time to reboot your business and get with the programmes

You wouldn’t dream of using outdated tools on the salon floor, so why are only 15 per cent of Irish salons using a salon-specific software system? Is fear of the unknown the biggest obstacle on the path of progress and the reason why the majority of Irish salon businesses are so hesitant to embrace technology? The biggest misconception about salon-specific software is that accounting is its primary function. In reality, an efficient and comprehensive system does so much more than keep track of each till transaction. “We provide salons with management systems, not accounts systems,” John Donnelly, owner of Irelandbased software provider SalonGenius corrects. “SalonGenius doesn’t calculate tax or catch anyone out, it’s there to help salon owners manage their business.” Robert Miles, founder of Premier Software Solutions and Salonlite, agrees that a fear of what a software system will take away is the biggest obstacle his company faces when trying to convince salon owners to embrace technology. “Hairdressing has always been a cash-based industry, but if you’re serious about your salon operating as a business, you need to implement business practices. Good managers know that they have to run their business properly and in order to grow, you need to put proper structures in place. If you embrace a proper business model, the rewards will far outweigh any cash going into your back pocket,” says Robert.

If you thought of salon software as a potential employee – one who is willing to work 24/7, engage with clients before they even walk through the salon door and help you realise your salon’s full potential as well as make life easier – you wouldn’t hesitate in hiring that person straight away. And the best part? Software can do all this and more on a trainee’s wage. As Tony Tremain from Millennium Software, explains: “Salon owners are not viewing a software investment correctly. Is a computer more expensive than a paper book? Of course it is, but once you have collected data from your clients, you can do so much more with a system than you ever could with a paper book. You should have a list of things you can do, rather than things you can’t.”

A New Direction So, what can salon software actually do to help your business? “It all starts with the appointment – online bookings are still secondary to phone bookings but they’re gaining popularity,” says Robert Miles. “Online booking is only as successful as you make it and if you’re going to implement it, you need to embrace it fully and use it as a way to market the salon as a 24/7 business.” Ian McCallum from The Salon Doctor, agrees: “If you have an online system you’re always accessible and people expect to be able to book online. Many potential clients don’t have time to lift the phone during work, so

Creative Head Ireland 32

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Salon Software

WE ARE HELPING SALONS CREATE NEW BUSINESS Imagine a business asset that automatically reduces your costs and grows your revenue.

“Many potential clients don’t have time to lift the phone during work, so they use their evenings at home to book an appointment. If they can’t book online, they may go elsewhere”

• • • • • •

Reduces no shows Controls your appointment system Runs business building promotions Maintains contact with your client database Helps create new business Handles stock control

Sounds too good to be true? What if it wasn’t – you really should have a quick chat with one of our SALONGENIUS consultants.

they use their evenings at home to book an appointment. If they can’t book online, they may go elsewhere.” Ronan Perceval, chief executive of Phorest, proposes that online bookings can also feed into advertising by utilising Facebook in the process. “Real-time bookings made through Facebook are not only efficient and convenient, they’re also a great way to promote and market your salon without even doing anything,” he explains. “Every time a client books an appointment, they will share that information with their friends, so you’re marketing your salon to an extended audience.” And it doesn’t end there. All the information entered during the online booking can be categorised, stored on your system and used to create targeted marketing campaigns. Tom Bentley-Taylor from Shortcuts reveals: “New systems now run themselves. This wasn’t the case 15 years ago but now all you need to do is take as much information from the client in the easiest and fastest way possible and then the software uses it in so many ways.” “Lots of salons struggle with ideas to market their salon and always think that discounts are the best option, but there are better ways to increase the number of customers coming through your doors,” adds Paul Evans, managing director of Vantage Salon Software. “You can tailor events or promotions at your salon to your client database,” explains John Donnelly. “If you are launching a new product, you can invite clients

At Dylan Bradshaw, maintaining our reputation for excellence is key. The Business tools contained in SALONGENIUS are essential to understanding what’s happening in our Salon. We get up to the minute information which enables us to manage and grow our business effectively. Implementing the SALONGENIUS Loyalty and Client Communication schemes has greatly improved our average return and Client Retention rates. SALONGENIUS is an essential tool for any Salon interested in growing their business.

Please call +353 (0)1 8354894 and speak to a SALONGENIUS Consultant about arranging an appointment and start to make a difference TODAY. www.salongenius.ie

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12/03/2013 15:32:25

Salon Software

min d a g n i “Do urs o h 5 1 o for 10 t equates a week ple of to a cou ents, extra cli kes so it ma alon rs o f e s n e s use o t s r e n ow er” t t e b e m their ti who use a similar product or the same range, or if your salon is beside a local hospital, you can tailor a specific deal for the staff.” Sean Dunne, co-owner of Foundation Hair in Dublin, uses Phorest software in his salon and reveals that running detailed reports is also a great way to track changes and to identify key seasonal trends: “You can see what works better at different times of the year and tailor your marketing to maximise these trends,” he says.

Ready, Steady, Sell Retail sales can be revolutionised through targeting client marketing. For example, clients who have bought a specific range can be alerted to special offers or when new lines are being launched. Dublin salon Dylan Bradshaw, which uses SalonGenius, has seen how software can directly benefit retail sales. Salon director Charlotte Bradshaw reveals that the salon uses its loyalty scheme combined with the marketing database to boost retail sales. “Offering double reward scheme points with the purchase of a specific styling or aftercare product is a great way to boost retail sales, especially on products that aren’t selling as well as others,” she says. “You don’t technically give a discount but clients feel like they’re getting a bargain, and we wouldn’t be able to perform such specific drives without the system.” Potential retail sales now exist outside the salon as well. “With The Salon Doctor software, an email is automatically sent to the client after their appointment that highlights the products that were used on their hair. They can read up on them further before they decide to

make the purchase, and if they do want to make a purchase, they can do so in your salon’s online shop,” Ian McCallum explains.

A Smoother Future Ease of access to information is the common thread that links all the facets of salon software, so if information is key, how else can it help you run your business? From preventing no-shows to processing paperwork, the jobs that take stylists away from the salon floor are the biggest hindrance to business. An effective software system will allow you to make the salon more efficient as a whole, something that Dannielle McCormack, salon manager of Foxy Chopper in Waterford, finds: “Our SMS text reminder service has been key in helping encourage repeat appointment bookings and reminder texts help decrease the amount of missed appointments. You’re safeguarding your business without having to take the time to make the reminder calls yourself.” “Ultimately, it’s about efficiency,” Tom Bentley-Taylor adds. “Salon owners are time-poor. With a good software system they’ll be able to reduce paperwork, reduce their accountancy bill and utilise their skills on the salon floor.” Ian McCallum echoes these sentiments: “Time is money so you need to be as efficient as possible. Sometimes you don’t need to have more clients coming in; you just need to be more efficient with the people there. Doing admin for 10 to 15 hours a week equates to a couple of extra clients, so it makes sense for salon owners to use their time better.” This is something that Mark O’Keeffe, owner of Brown Sugar, has seen first-hand: “I look at my staff as

All Sh bu

“

is j

the

S.M

Creative Head Ireland 34

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2013_03 Cre

it suits you

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NOT ALL SALON SOFTWARE IS THE SAME! SHORTCUTS LETS YOU WORK SMARTER, NOT HARDER. All well as all the powerful easy to use features you would expect from a leading salon software system, Shortcuts clients have access to the S.M.A.R.T. System, a range of new online tools designed to grow your business.

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Salon Software

“Until they appreciate that software can revolutionise the way their business operates, salon owners will always be in the Dark Ages”

a team of top athletes, and as their trainer it’s my job to monitor everything they do, help them achieve their potential and be the best they can be. Reports allow me to see what individual stylists are achieving and what weaknesses they need to work on. Just because a stylist is busy, doesn’t mean they’re bringing in the most money, and the only way to really know what is going on in your salon is through software.” Nevertheless, what about a business that is struggling financially and can’t afford to take a hit of up to E10,000 to implement a software system? There are a few options, such as Salonlite – a free software service created by Premier Software Solutions. “Salonlite gives people a taste of what software can do for their business and gets them on the ladder without the stress of a contract or initial start-up cost,” Robert Miles reveals. But if you do want to get all the advantages of software without any commitment, SalonGenius has introduced a scheme where salons can rent a complete system on a monthly basis with no contract. If a salon decides to buy the system outright, their monthly payments will be deducted from the overall price. John Donnelly explains: “Salons are reluctant to commit money to something that they consider, rightly or wrongly, to be a luxury, especially when there’s no guarantee that they will be in business by the end of the year.”

Show And Tell “People like to do their own research online and they want to see what others are saying. By making your business more accessible and transparent, you’ll encourage new customers in without having to do anything,” Tom

Bentley-Taylor from Shortcuts proposes. “‘Silver Surfers’ on the web are increasing every year, so it’s naive of salon owners to think that it’s just the younger generation interested in technological advances.” So how will this translate on the salon floor? Already tablets are being used to aid and add to the consultation process, and the possibilities are endless. “Celebrity get-the-looks and lookbooks are increasingly popular during the consultation process so if they’re all stored on a tablet, stylists can streamline the consultation and give the client exactly what they’re looking for,” Ian McCallum reveals. “Apps and QR codes are also paving the way for client interaction with the salon. Imagine you’re passing a salon window and at the touch of a button you can scan the QR code they have displayed, see all the services they provide, watch demos and book your appointment, all from the one place.” And the customer service doesn’t end there. Vantage is pioneering a new mobile point of sale function which allows salons to process a client’s credit card bill from a tablet while they are still sitting in the chair via a plug-in swipe card device. “The PC is disappearing,” Tony Tremain from Millennium Software asserts. “Now it’s about mobility; it’s about having options. So many people now use mobile phones to surf the web and check email every day. Five years ago, many of today’s users wouldn’t have even entertained a device like that. Until they appreciate that software can revolutionise the way their business operates, just as the mobile phone has changed their daily lives, they will always be in the Dark Ages.”

Creative Head Ireland 36

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fashion “These young style re bels are found in cities worldwide” ribal r this t o f s e o ith a ng g worn w ’s “Anythi it s a ent, s long -confid r e p u gang, a s d ude” rash an bold, b re attit a -c y a devil-m

“Mismatched lengths are the basis of the cut” ural, ur, nat o l o c e tones “For th pastel d n a d ther” gol d toge e m a e t were

“Electric Youth is about a nonconformist, cool kid who never fits in”

Storyboard It’s eclectic and totally eccentric: Schwarzkopf Professional global ambassador Tyler Johnston talks us through Electric Youth from Essential Looks 1: 2013

… :201 e 1 id oks on s o in l L lecti

ia ol nt zz c e s A Es r Bu m u fro olo e C or M

o ls

Creative Head Ireland 39

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Donâ&#x20AC;&#x2122;t look back Introducing Mono Mods, Electric Youth, Glam Chic and White Angles - four stunning, visual moods from Schwarzkopf Professional Essential Looks 1: 2013 Colour Buzz collection Photography Sabine Liewald

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Fashion Promotion

Electric Youth

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Mono Mods

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White Angles

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Glam Chic

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Hair Tyler Johnston Colour Lesley Lawson Creative direction Steve Hogan Styling Ingo Nahrwold Make-up Loni Baur

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Model at Christopher Raeburn

MCS model MCS scrunchie

Alice Dellal at Vivienne Westwood Red Label

Ashish

r u n w a y

Scru n ch i ped i a

Sc ru n c h

tim e

Amid a season of definitive hair trends, Ali Pirzadeh cleared the air with one word at Ashish S/S13 – scrunchy. Say what? Unlike other hair revivals with time-appropriate updates, the message from Ali backstage for L’Oréal Professionnel was: “Don’t mess with a good thing.” Think Bananarama and Kelly Kapowski from Saved By The Bell, reach for crushed velvet options and feel free to colourcoordinate to whatever you’re wearing. At Ashish, the baggy ties were adorned in sequins – the design house’s mainstay. Vivienne Westwood also championed scrunchies for her Red Label S/S13 show, enlisting MCS London (My Crazy Scrunchy) to design them, which Mark Hampton, global hair ambassador for Toni&Guy Hair Meet Wardrobe added to a selection of model looks. MCS, launched by Eu Simo Grijalbo and Laura Fraser (BFF of Alice Dellal), are now being stocked by cool-haunt hair salons. “Our influence comes from The Virgin Mary to Salt-N-Pepa, around the streets of Echo Park all the way back to London via Clueless, if the girls were in a pillow fight with the girls from Mi Vida Loca,” they say. You got that? If not, listen to Ali: “It’s all a bit random.”

E d i t e d

b y

S a r a h

● Scrunchies hold hair in place like nobody’s business and don’t tug at fragile strands like elastic bands. ● Hillary Clinton’s love and constant support for scrunchies made them the centre of politics at the White House. A member of staff told American Elle they wanted to ban her from wearing them. ● Sex and the City’s Carrie Bradshaw once declared: “No self-respecting New York City woman would be caught dead running around Manhattan in a scrunchie.” We’ll see whose eating her words now!

Images courtesy of L’Oréal Professionnel, MCS, Redken, TIGI, Toni&Guy and Toni&Guy Hair Meet Wardrobe

Vivienne Westwood Red Label

● The scrunchy was patented by Rommy Revson for $1 in 1986, during the break-up of her marriage to Revlon heir John Revson. Rommy named the tie after her poodle.

M a n l e y

Creative Head Ireland 48

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BOTTOMS

IN TWO EASY S

Step 1. Print on A4 paper a

Top

the

Step 3. Hold your invitatio hand and close the oth to create your desired

Athena Wilson for Marc Jacobs

Saskia de Brauw for Giles

Janice Alida for Giles

Model at Christopher Raeburn

Step 2. Cut along the dotte

Step 4. Place your invite ov closed hand and ad position to allow you to complete the pi

crops

Gone are the days where so much as a fringe trim led to legal proceedings. Today model agents are turning to session’s best to catapult their girls into the big league with a shorn crop. Janice Alida is one, who at the hands of Guido Palau had her long, honey drenched hair chopped and bleached for a September Vogue shoot. Liberated by the change, the Canadian model went on to dye her hair black and walked to her heart’s content at 22 shows, from Victoria Beckham to Chanel. The gamine Saskia de Brauw launched her career by starring on the cover of Carine Roitfeld’s final issue of French Vogue. Most recently, the 31-year-old model poised as the face for Saint Laurent’s menswear campaign – a perk of sporting an androgynous mop. “I love working with Saskia. She reminds me of Linda Evangelista and the way she used to chop and change her hair,” says Paul Hanlon, who shoots regularly with the Dutch model. “She comes on set and is always open to something new. One shoot, we dyed her hair bright orange.” A look at newcomers Athena Wilson and Bo Don and even established catwalkers Karlie Kloss and Edie Campbell, and it’s impossible to deny the profound effects of a dramatic chop.

•48-49_Runway 3

hair, some

L ON Gwyneth Paltrow for Televa magazine

Poppy: Dress by Erdem; shoes by Burberry Prorsum. Alexa: Top and pants by Erdem; shoes by Burberry Prorsum. Laura: Dress by Erdem; shoes by Nicholas Kirkwood. All accessories throughout, models’ own

George Northwood

Poppy Delevingne, Alexa Chung and Laura Bailey in Net-A-Porter’s The Edit, all hair by George Northwood

Rosie Huntigton-Whiteley

responsible

Poppy Delevingne, Alexa Chung and Laura Bailey: three women whose sense of style has led them to become world-famous fashion stars and ambassadors for the British Fashion Council. Here, they model new-season pieces by London’s most exciting designers and talk to Natalie Rigg about their coveted sartorial secrets

Pomp

1. Print on A4 paper. 2. Cut along the dotted lines. 3. Hold the page in one hand and close the other tightly to create your desired ‘cheeks’. 4. Place your invite over your closed hand and adjust the position to allow your ‘cheeks’ to complete the picture!

for

George kit

For S/S13 Anya Hindm arch delivered a cheeky invite for her ‘Pomp and Pleasure’ collection. Instructions read:

bag

line-up

Northwood

It-Girls’ reveals

secrets

My kit has to include a million things to ensure I can create any look, at any point. On a shoot, the art director could decide they want to go from a slickedback ponytail to a full head of blonde hair. My work can only be its best if I have the best of everything. My latest crushes are Redken quick tease 15 and Pureology Cuticle Polisher. The Pureology range is great for natural, invisible results. My kit case is now a Mulberry suitcase. As my career has progressed, some of the homes and opulent surroundings I have worked in made me look at my tatty old case and think I need to up my game. My essentials are a Parlux 3000 dryer and ghd round ceramic brushes, which set the hair and make a blow-dry last longer. My scissors are always Joewell, kept clean and sharpened. My favourite tongs are WAM as they heat up really quickly. I travel to the US quite a bit, so I need an American version of everything. To be without my kit would be like having my hands chopped off.

ON loves

Photographs by MATT IRWIN

Creative Head Ireland 49

Styling by NATALIE BREWSTER

19/3/13 13:11:45

THE LAST WORD

Trading graces Whether you’re a sole trader, partnership or limited company, there are benefits and disadvantages for your business. Michael Travers outlines the perks and pitfalls

As a business consultant to the hair industry, I am often asked what the most suitable legal trading structure for a salon business is. In the main, there are three types: sole trader, partnership or limited company. Many salon owners start out as a sole trader as it’s relatively easy to set up. The book keeping is easier and, in general, you are not required to be audited, so accountancy fees should be less costly compared with limited companies. Your financial situation is also private and all Earnings After Tax are your sole property. However, sole trading comes with disadvantages. First is the liability: you are not treated as a separate entity by the law, so should your business get into debt you could risk personal assets such as your home. Should an employee have a claim against your business, for example an accident at work or unfair dismissal, then your personal assets could also be affected. A partnership is similar to a sole trader – it’s easy to set up and file returns and accounting costs are relatively lower than a limited company. However, from a business point of view, the actions of partners may have an adverse effect on your personal wealth, as each partner is jointly and separately liable for the acts of each other. This means, as in the case of a sole trader, creditors have recourse to claim on the personal assets of partners. For a partnership to be sucessful, then agreements need to be legally sound in order to protect your side. Finally, on the limited company front there are a

lot of advantages. The shareholders (owners) are not personally liable for the company’s debts as long as they have not traded fraudulently or given personal guarantees for bank borrowings or to suppliers. Limited companies are taxed in a different way (at 12.5 per cent), whereas sole traders pay the marginal rate of tax (20 per cent or 41 per cent) on all their profits before their own salary, and there are other advantages such as pensions, mergers, acquisitions and disposal (selling) of the business. However, financial accounts are required to be prepared together with a corporation tax return and an annual return to Companies Office. A limited company and its directors are subject to more regulation and commercial financial information is openly available. Existing salon owners should review where their businesses are currently, compared with when they first set up. Depending on the business and personal circumstances of the salon owner, careful consideration should be given as to the suitability of their current structure to their future needs. People about to venture into setting up their own salon should seek professional advice before they decide on a particular business structure. Consideration should also be given to the long-term objectives of both the owners personal and business goals. Michael Travers is a Schwarzkopf Professional business coach and director of Travers & Associates, www.traversandassoc.com. Want to have your say? Email Sarah@headmag.ie

Creative Head Ireland 50

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