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THE ULTIMATE MASTERSTROKE FOR YOU AND YOUR BUSINESS 08/12/2021 12:20
*Colour U&A, September 2021, 2CV – females aged 16+, n= 4119
HOW DO I SHOWCASE MY PRO EXPERTISE AND THE UNIQUE EXPERIENCE IN MY SALON? As we welcome 2022, we know there’s an amazing year ahead with lots of opportunities to get clients loving their salon colour. While the pandemic shifted the way some have been colouring, the good news is many women (64 per cent) already know the best colour results lie in the hands of a professional,* and they know they’ll get the best service by booking into a salon. When women come into the salon for
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colour they love it because it makes them feel great – 63 per cent say they have professional colour to feel attractive and confident,* to be “the best version of me” – and when they’re with you, there’s an unrivalled opportunity to offer them the very best experience! Let's showcase our skills, our artistry, our brilliance – and all that makes salons THE destination for 2022.
07/12/2021 16:20
CR EATIV E HE AD AD VE RT OR IA L
“At Linton & Mac we make sure to showcase our pro expertise through our social channels, to engage with people and highlight the high-quality service and experience we give. We make sure to include our own work, along with that of our stylists, and fi lter it through social, newsletters and marketing material, letting our clients know we continually develop and train as a team, creating new colouring techniques, colour combinations, and styling menus.”
“We are aware that larger salons can be intimidating places so we start our unique salon experience on our social channels by using relatable stories and posts. That way when clients enter they feel at ease and part of the brand. We then continue that with a thorough and professional consultation to tailor a professional colour that can’t be recreated at home. Educating our team to a high standard is also key, which is why we have a training plan in place for the year, with a bespoke journey for each stylist. We want our clients to feel re-energised when they leave.”
DO IT!
JENN LINTON, CO-OWNER, LINTON & MAC, L’ORÉAL PROFESSIONNEL PARIS PARTNER
SHOWCASE THE AMAZING WORK YOU DO, AND THE CLEVER TECHNIQUES BEHIND THOSE GORGEOUS LOOKS, WITH PROCESS AND TRANSFORMATION IMAGES AND VIDEOS
JAYE MACDONALD, CO-OWNER, LINTON & MAC, L’ORÉAL PROFESSIONNEL PARIS PARTNER
ENHANCE YOUR IN-SALON EXPERIENCE THE L’ORÉAL PROFESSIONNEL PARIS TEAM IS READY TO HELP YOU WITH A BESPOKE ACTION PLAN FOR YOU TO EXCEED CLIENT EXPECTATIONS AND GROW YOUR COLOUR BUSINESS. CONTACT THE TEAM TODAY, CALL 0800 030 4034 (UK) OR 1800 535 616 (IRELAND)
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09/12/2021 10:18
ch aine created their own takes on Fren hy 2021 winners Danielle and Lorr Paris Global Style nnel essio Prof éal Irish and UK L’Oréal Colour Trop L’Or the for ot ely) in an exclusive phot osho to come. Balayage (left and right, respectiv ire consumer demand for months commercial techniques could insp eous gorg e Thes hy. Trop ur Colo and
HOW DO I ELEVATE AND ? T N E L A T E IV T A E R C Y M E G A LEVER
SOCIAL MEDIA MAY be a source of inspiration for women looking to change their hair colour, but for women who get their hair coloured in-salon, they trust their colourist to know the perfect shades and hues to make them look their best, every time. With years of training and the latest cutting-edge colour products at their disposal, professional colourists deliver personalised and highly technical bespoke colour looks. So put your skills on show. The L’Oréal Colour Trophy, now in its 66th year, illustrates beautifully the excitement of professional colour expertise, with a nationwide competition that not only showcases the brightest hair talents across
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the country but also ensures hairdressers can celebrate hair inspired by fashion and trend-led shades that consumers will really want. This year’s UK and Ireland competitions, open to ALL salons, will shine a spotlight on the creative brilliance of the artists whose trends we’ll see buzzing on the high streets in 2022, with a high-profile photo-shoot in a leading consumer title among the prizes. Clients love a winner and it helps you stand out from the crowd to those looking for a new colour expert to transform their look – so make sure this year your colour skills truly get noticed.
07/12/2021 16:21
CR EATIV E HE AD AD VE RT OR IA L
“L’Oréal Colour Trophy is the most inspiring competition in the hair industry. It encourages you to be innovative and push the boundaries with creative colour. I won the Young Colourist category back in 2012 and it was such a huge boost to my career. During that winning year L’Oréal Professionnel Paris helped to push my skills to the next level and shape me as a colourist. I’m delighted to have entered the L’Oréal Colour Trophy again in 2021 and taken home the big trophy, along with my team. It has raised the profi le of my salon and my team, creating multiple future creative opportunities. Our clients have been absolutely delighted, too!”
“The L’Oréal Colour Trophy is a ‘must enter’ for me – it helps to push my work to another level. Coming up with ideas, collaborating with my team, working with a model, and adapting all of this to create a top-to-toe image to be proud of… It’s important to push ourselves, create magic and have fun. My clients have been so proud of my win. They follow my journey every year – it keeps them wanting to evolve and adapt their own hair, and I have received an abundance of new client requests, too.”
DANIELLE GARNER, WILDFLOWER, DUBLIN LORRAINE HUME, LORRAINE HUME HAIRDRESSING, RANDALSTOWN – L’ORÉAL COLOUR TROPHY 2021 IRISH WINNER – L’ORÉAL COLOUR TROPHY AWARD 2021 UK WINNER ENTER THE L’ORÉAL COLOUR TROPHY
INCLUSIVE, DIVERSE AND CELEBRATING ALL HAIR TYPES, THE 2022 L’ORÉAL COLOUR TROPHY WILL CHAMPION PROFESSIONAL EXCELLENCE AND CELEBRATE HAIR ARTISTRY. FOR MORE INFORMATION ON THESE EXCITING CHANGES AND TO ENTER, PLEASE VISIT LOREALCOLOURTROPHY.COM OR LOREALCOLOURTROPHY.IE. FOR INSTANT UPDATES FOLLOW @LOREALPRO @LOREALPRO_EDUCATION_UKI #LCT22 #LOREALPROUK #LOREALPROIRE
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09/12/2021 10:19
O T G IN R B D N A L IL K S P U I HOW DO ? E U IQ N H C E T O R P F O R E W O P LIFE THE *Hair Coloration Social Media Topic Scan, Netbase. 65xdB. September 2021. Date Range: August 2020-July 2021 compared with August 2019-July 2020. **Colour U&A, September 2021, 2CV – females aged 16+, n= 4119
HAIR COLOUR
IS THE THIRD-MOST TALKED ABOUT BEAUTY CATEGORY ON SOCIAL MEDIA*
YOUNGER CLIENTS AR E MORE OPEN TO CH ANGING THEIR LOOK, WITH M ORE THAN HALF OF AGED 16 TO 34 THIN WOMEN KING OF EXPERIMEN TING WITH THE COLOUR OF THEIR HA ** IR
IN A SERVICE industry that’s as competitive as hairdressing,
shaping your education journey with a bespoke plan to suit your
continuously updating your skillset is vital. Hairdressing is
personal needs. Access has e-learning modules on Colour Keys,
innovative, fast-moving and profoundly image-conscious, so in
Blonde Studio Essentials and Undercoats and Neutralisation, all
order to stay relevant and be able to excite and impress your
of which can be accessed for free from any device, 24/7. Once
clients with the latest looks you must be educated in the latest
you’ve done your prep, there are practical e-learning seminars
products, trends and techniques.
for you to purchase and paint along with, including Getting
To anticipate the needs of every client who comes through
Started with Balayage and Getting Started with Toning. After
your door, you need the support of a brand that understands
you’ve got the basics down, it’s time to build that confidence
your personalised education needs. With L’Oréal Professionnel
and upskill further. Dive into the Access e-learning seminars on
Paris there are endless education opportunities available at the
Balayage Blueprint Foundation and French Balayage Application
click of a button 24/7 through Access – a unique digital platform
and before you know it, you’ll be wielding your brush with
where you can connect, discover, exchange, grow and learn,
utmost confidence, and wowing clients with your abilities.
001_CoverVersion8.indd 7
09/12/2021 10:19
CR EATIV E HE AD AD VE RT OR IA L
“Clients are so savvy nowadays about new trends, techniques and products, but no matter how many videos they watch, they “Times have changed. We used to fear cannot get a result as good as a pro would sharing our knowledge, thinking clients give them. When we use our experience would take the information elsewhere. Now and expertise, we can really offer the right we should be proud of our expertise and look and products that are suited to them! share it. If there’s a new colour innovation Colouring hair is no different to an artist or a new technique that would work for painting – it’s rare to paint in just one them, celebrate it. I always use the line, colour. We have such an incredible portfolio ‘I saw this and thought of you!’ Social media within L’Oréal Professionnel Paris to drives new trends, and clients see them so create bespoke colour based on a client’s much quicker than they used to. Encourage personality, lifestyle, and commitment; change, even if you think that mix this with the training we client always has the same. deliver at Francesco Group No-one ever left a salon because and it generates creativity to SHARE IDEAS FOR A NEW LOOK WITH YOUR they had too much choice!” CLIENTS – IT SHOWS YOU’RE CONSTANTLY adapt a look based on trends.”
DO IT!
CLAIRE CHELL, FRANCESCO GROUP, L’ORÉAL PROFESSIONNEL PARIS PARTNER
EVOLVING, AND THAT YOU'RE THINKING ABOUT THEM
ANYA DELLICOMPAGNI, FRANCESCO GROUP, L’ORÉAL PROFESSIONNEL PARIS PARTNER
LEARN ANYWHERE, ANY TIME. SIGN UP FOR ACCESS TO STAY UP-TO-DATE WITH ALL THE LATEST LAUNCHES, TRENDS, TECHNIQUES, BUSINESS AND DIGITAL UPSKILLING AVAILABLE FROM L’ORÉAL PROFESSIONNEL PARIS. IT’S THE ULTIMATE LEARNING HUB FOR HAIRDRESSING PROFESSIONALS, AND IT’S ABSOLUTELY FREE! VISIT LOREALACCESS.COM
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09/12/2021 10:20
LET’S TALK Anya Dellicompagni, Francesco Group
Jenn Linton, Linton & Mac
Jaye MacDonald, Linton & Mac
Claire Chell, Francesco Group
WHY – AND HOW – TO REACH OUT TO LAPSED COLOUR CLIENTS JOIN A PANEL OF EXPERT COLOURISTS TO HEAR HOW THEY’RE RISING TO THE CHALLENGE OF WINNING COLOUR CLIENTS BACK TO THEIR SALONS. DISCOVER THE SKILLS THEY’RE LEARNING, THE TECHNIQUES THEY’RE USING AND THE LUXURY EXPERIENCES THEY’RE SERVING TO DELIGHT AND EXCITE THEIR CLIENTS – THEN TRY THEM OUT IN YOUR SALON TOO!
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09/12/2021 10:21
CR EATIV E HE AD AD VE RT OR IA L
r u o l o C k c a Bring B Lorraine Hume, Lorraine Hume Hairdressing
Danielle Garner, Wildfl ower
INSTAGRAM LIVE WITH ANYA DELLICOMPAGNI AND CLAIRE CHELL, FRANCESCO GROUP; JENN LINTON AND JAYE MACDONALD, LINTON & MAC; LORRAINE HUME, LORRAINE HUME HAIRDRESSING; AND DANIELLE GARNER, WILDFLOWER DATE: MONDAY 24 JANUARY 2022 TIME: 5PM
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09/12/2021 10:23
THROU
THE NUMBER ONE RESULT WOMEN WANT FROM THEIR COLOUR IS
“HEALTHY SHINE”*
” L S A E T R N E I A L S C I R X U O O T L E O D C L A R T U O Y “ME L L A R O F R E G N A H GAMEC *Colour U&A, September 2021, 2CV – females aged 16+, n= 4119
IA L CR EATIV E HE AD AD VE RT OR
N WHO’VE
T OF WOME AIR DID SO 58 PER CEN EIR H LOURING TH O C D E* E P G P A O T M S A D F O GH FEAR
Seven years in the making, Serie Expert Metal Detox from L’Oréal Professionnel Paris is a breakthrough innovation that neutralises excess copper in the hair, a known cause of damage during the colouring process. Spray on the pre-treatment before colouring for all colour appointments to achieve a reliable colour result that’s not only significantly less prone to breakage, but also enriched with a gleaming, healthy-looking shine. London salon owner and L’Oréal Professionnel Paris editorial ambassador Adam Reed talked his client, celebrity singer and presenter Frankie Bridge, through the Metal Detox range when he switched up her look with a shoulder-skimming cut and French Balayage caramel tones. The ex-Saturdays singer thinks more seriously about her haircare since embracing longer lengths and uses the L’Oréal Professionnel Paris Serie Expert Metal Detox Shampoo every time she washes her hair, and the L’Oréal Professionnel Paris Serie Expert Metal Detox Mask once or twice a week.
GET METAL DETOX NOW! BUY YOUR L’ORÉAL PROFESSIONNEL PARIS SERIE EXPERT METAL DETOX PRODUCTS FROM LOREALPARTNERSHOP.COM
001_CoverVersion8.indd 11
09/12/2021 10:22
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08/12/2021 12:36
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EDITOR’S LETTER30 42
32 JOIN US!
Hello 2022, we’ve got a good feeling about you! Kicking off the year is SELF/STYLED We’ve got a fabulous new look for 2022, a year we know will be Sunday, which is back with marked by renewal, growth, and a greater appreciation for how a bang on 30 January. barbers and hairdressers contribute to our communities. You’ll Expect motivational also spot some newness in our pages – new regular items, and sessions and a 2022 Trend a focus on Irish industry veterans who’ll be here in 2022 to share Forecast – see page 24! their insights, advice, and even some wellness tips from their worlds. Salon Smart is back in Newness is also a theme in our look at the new Hershesons beauty real life on 21 March in concept, a little inspiration from London as we consider ideas for the London – turn to page 26 salon space post-Covid, from page 38. Elsewhere, Most Wanted Sustainability for an exciting update. Heroes Anne Veck and Keith Mellen will hold us by the hand as we make our From Syd Hayes’ circus businesses greener and cleaner, on page 20. We’ll also be looking at ideas and and Ky Wilson’s Bad Salon services to help entice lapsed colour clients back into the chair for professional to a skate park shoot, ’70s services, as colour experts share how we can plan a big bounce back for those styling and our industrylucrative colour appointments, from page 32. And there’s plenty more to shaping documentary, check look forward to in 2022… out the Creative HEAD Videos created for you, on page 30. And don’t miss our fresh drop on the Salon Smart HUB. From Rachel-Marie Walsh colour education to feeling Editor-at-large empowered, get set for the year – see page 28 for the schedule! creativeheadmag.com/events
rachelmarie@alfol.co.uk
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OFFICIAL IRISH DISTRIBUTORS OF
K
Working with Salons, Educators and Colleges to supply the next generation of training heads
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Jan/Feb 46
WHAT’S INSIDE KEEP IT CLEAN
20
ON THE COVER
L’Oréal Professionnel Paris
Keith Mellen and Anne Veck reveal some of their key tips to make your salon greener
38 SEA CALLS ME HOME Come one, come all – T R I B E from Percy & Reed is a celebration of kinship and community
EDITOR-AT-LARGE
A NEW CHAPTER Hershesons serves up some international inspiration as it unveils a new location
ONLINE AND DIGITAL ASSISTANT
CREATIVE PARTNERSHIPS ASSISTANT
ART DIRECTOR
ONLINE AND DIGITAL EDITOR
CREATIVE PARTNERSHIPS MANAGER
NICK JABBAL
ALISON ROWLEY
JENNY BROOKS
CHIEF SUB EDITOR
BRAND MANAGER
CREATIVE PARTNERSHIPS DIRECTOR
RACHEL-MARIE WALSH
EDITOR-IN-CHIEF AMANDA NOTTAGE
KELSEY DRING
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DIGITAL DESIGNER
COMMERCIAL DIRECTOR
EVA VESTMANN
LAURA TUCKER
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NATASHA PEARS
JOANNA ANDERSEN
PUBLISHER
CATHERINE HANDCOCK
creativeheadmagofficial
Creative HEAD is printed on paper certified as being from sustainable sources using only vegetable-based inks. Printed by Buxton Press, Environmental Printer of the Year and Printing Company of the Year.
Creative HEAD is published 10 times a year by Alfol Ltd. Creative HEAD 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.
WRITE TO US AT: Creative HEAD, Alfol Ltd, PO Box 289, Hexham, NE46 9HJ 01434 610416 enquiries@alfol.co.uk
@creativeheadmag
08/12/2021 12:34
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03/12/2021 13:25
IN THE KNOW A SELECTION OF THE ESSENTIALS
INDUSTRY MOURNS DEATH OF DARREN LACKEN TRIBUTES HAVE poured in following the death of Darren Lacken (pictured, above), co-founder and director of Dublin’s Crow Street Collective. The 42-year-old was one of Ireland’s premier colourists, winning numerous awards including the Wella Professionals International TrendVision Colour Vision Platinum award in 2016. He spent 12 years at House of Colour before starting the collective with his partner Mark Talbot in Temple Bar. His client list was extensive and had many high-profile personalities, including Phillip Treacy, the late Isabella Blow, and Vogue Williams. His work featured in many high-profile publications such as Love, ID, Dazed, and Irish Tatler, and took him all over the world. He was known for his vivacity, inexhaustible work ethic and humility. Our hearts go out to Mark, his mother Betty, brother, sisters, extended family and his many, many friends and colleagues.
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BUY IT!
#HAIRTESTS BY GUIDO PALAU @GUIDOPALAU The pandemic and subsequent lockdowns have generated a fresh creativity from many in hairdressing, and the same can be said of the legend that is Guido Palau. He has launched a new book, #HAIRTESTS, that showcases his experiments shot simply yet oh-so effectively on the iPhone by the maestro himself. The limited edition of 1,000 copies is available at Dover Street Market in London, alongside other select shops. Supported by his long-time assistant Sandy Hullett, Guido has created something very different from his previous tomes. “We would just go into a studio with our equipment, a bag of wigs, and I’d get a group of young models, and just do what I do. The book is more like a sketchbook of my ideas,” he explains Presented ringed with different paper stocks, photography filters and acetates, Guido wanted it to “feel like an object rather than just a book”. “I didn’t want it to be like a proper book, bound and very serious. I liked the idea of a scrapbook,” he says. #HAIRTESTS by Guido Palau is published by IDEA, RRP €75
CREATIVE HEAD IRELAND
09/12/2021 12:02
It’s good to talk…
…to your stylist
BOOK IT!
SIGNATURE MASTERCLASS WITH JORDANNA COBELLA JORDANNA COBELLA (pictured, above) is going to share how blondes mean business. Part of the new Wella Professionals Signature Masterclass series – which invites high profile Wella Artists to deliver their own take on colour – this exciting one-day colour course will focus on exploring the profit potential of blonding services and how your column and profile can benefit. It’s an essential for any experienced colourist ready to learn from a hairdressing hero and hear the secrets behind some of the industry’s most renowned colour images, from the artist herself. Jordanna is owner and creative director of Cobella Salon London, author of The Mindful Hairdresser and a co-host for the weekly broadcast The Hair Show, which streams on social media. WHEN? 14 February WHERE? Dublin BOOK: education.wella.com
Nearly a quarter (23 per cent) of the Irish public turn to their hairdresser, barber, or beauty therapist when they need someone outside of their friends and family to confide in, according to research by Phorest Salon Software. This compares with just 15 per cent of people who share what’s on their minds with spiritual leaders, and only 12 per cent who said they visited a therapist or counsellor. Phorest Salon Software polled more than 1,000 Irish people as part of the first annual ‘Salon Appreciation Week’. The study has special relevance for those 2,500 hair salons around Ireland that joined a new initiative to detect signs of domestic abuse among clients and follow up with assistance and support. The partnership between Women’s Aid and the Hair and Beauty Industry Confederation involves training staff in how to identify domestic abuse among clients and offer help. It also aims to educate both customers and employees on the prevalence and nature of domestic abuse, as well as the available support pathways.
Gainfort Academy has launched a new Level 3 Hairdressing Diploma course, available from January. The ITEC Pro Hairdressing Improvers Programme is suitable for mature hairdressers and salon juniors who’ve been active in the industry for at least four years but may not have their qualifications. It will enable students to fine-tune their skills and, upon completion, they will be qualified and insurable. Course scheduling also allows students to continue to work in-salon on Fridays and Saturdays.
Off to work in the gloom? Returning after dark? The short winter days can get you down. Stave off Seasonal Affective Disorder (SAD), aka the winter blues, with light therapy that emulates sunlight and boosts your serotonin. The new Halo SAD lamp from Lumie (€299) has cool and warm-white LEDs, adjustable brightness, and a warm backlight. lumie.com
CREATIVE HEAD IRELAND
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GREEN LIGHT
KAO GOES CARBON NEUTRAL
Kao – home to professional brands including Goldwell, KMS and Oribe – is now climate-neutral in the UK. This has been thanks to a mix of measures, such as energy saving and a collaboration with ClimatePartner, which helps corporations take climate action through steps such as offsetting. Kao has now achieved climate-neutral operations in both the UK and Germany, including the head office and academy of Kao Salon Division UK on London’s iconic Shaftesbury Avenue. Future plans include looking to certify selected brands and products as climate neutral within its portfolio. The move is part of Kao’s environmental, social and governance strategy, called the Kirei Lifestyle Plan, which aims to reduce the company’s global CO2 emissions to zero by 2040.
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09/12/2021 12:02
WILDFLOWER DUBLIN
@WILDFLOWER.DUBLIN Owner Danielle Garner had a clear vision for every inch of this space, from tiles and textures to colours. The final look is a fusion of influences, from traditional Moroccan, Sevillian and Danish interiors alongside plaster-effect, textured paint. An ambassador for the Green Salon Collective, Danielle had chairs reupholstered rather than replaced, and there’s repurposed wood, chemical waste bins and homemade dried fl ower arrangements and pampas grass.
THE PLACES
NEW SPACES, FRESH LOOKS AND LOCATIONS TO HELP YOU WORK BETTER
DRY & FLY GRAND CANAL, DUBLIN
@DRYANDFLY.IE They dry, then clients fly out the door of this busy new salon on Dublin’s Forbes Street by the Grand Canal. A fast-hair concept that began in 2017, the new space is the third location in Dublin to open, and is operated by stylists and educators Bozena Sarek and Anna Zenkovska. 12
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BLOW, UNIVERSITY COLLEGE DUBLIN
@BLOW.SALONS Dublin hairdressing chain Blow’s new campus outlet at Roebuck Castle makes hair extensions, Brazilian blow-drys, colour and cutting accessible to students and college staff. Blow first opened on Lower Baggot Street in 2002 and is known for its longer opening hours. CREATIVE HEAD IRELAND
09/12/2021 09:24
THE FACES THE PEOPLE IN ACTION
What would… Mark O’Keeffe do?
The Sugar Culture founder on his approach to finding good staff WHEN PEOPLE ASK me what the key to my success is, the answer is simple: it’s all to do with my staff, or co-workers as I prefer to call them. They are the brand. Without them, Sugar Culture is nothing, and I am nothing. I realised early in my career that finding and maintaining the best team is everything. The war for talent in the hair industry is very real and never more so than now. I feel fortunate to have some of the best hair professionals, make-up artists, nail technicians and beauty experts working for the Sugar Culture brand. My approach is threefold: offer the best working conditions (including, but not limited to, money); offer the best working environment; and offer the best training and career progression. First comes money, of course. It may not be everything, but it’s a pretty good place to start considering it’s the main motivation why anyone would want to work. Luckily for us, we are busy and can afford to pay more because we charge a little more for our high-end, premium service. If my co-workers are hard-working and selfmotivated, they can earn good money.
Second, I work hard to offer and encourage a positive, comfortable working environment in some of the nicest locations in Dublin. I thrive in a friendly, warm, inclusive workplace where I feel welcome and where my work is appreciated and extend that to others. I see Sugar Culture as my second family and they are a great gang, so it’s easy to like them and I love that they get on so well with each other. Finally, I believe in investing in talent and offering the best training to the next generation of hair superstars. I feel blessed to have some of the best young talent that Ireland has to offer. There are two or three potentially worldclass professionals among them, and I am humbled they want to work alongside me. @brownsugardub
WHAT MADE ME ASHLEIGH KELLY, HAIR BY ASHLEIGH, DUBLIN @_hairbyashleigh
MY GRANDMOTHER MADE me who I am. She raised me from infancy and I would stand on the basin and do her hair! We didn’t have a lot when we were growing up and she always did her best for me. Everything I did was about making her proud and I always wanted to be able to give her a better life. When I was 16, I did work experience in a huge salon chain and after that I knew hairdressing was what I wanted to do. Encouraged by my Nana, I did every course there was and entered
every competition going – and I won lots of awards, too! Education became my passion, I started training my own team and have taught some fantastic hairdressers who are still with me now. During lockdown, I became interested in applying for the SKP Collective. I spoke to my Nana about it and, in her usual positive way, she told me to go for it! Once I had put my interview video together, I showed her and she told me how proud she was. Just two weeks later, she passed away. Then, two weeks on, I got the call to tell me that I had got a place on the team. I was so shocked – and so pleased I had again listened to my Nana’s words of encouragement. 2021 has been the worst year of my life mentally, but my most successful career-wise. I now know my purpose in life and my path is clear. I have my Nana to thank for that clarity.
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08/12/2021 12:38
Hair by Sophia Hilton and the Not Another Art Team
InstaCure Porosity Fill er is the new hero of the revamped Backbar ran from Matrix. As well as ge Fill, these backwash pro blem-solvers also help you to Prep (Alt Actio n shampoo), Edit (No Stain colour remover) and Nourish (Total Treat ma sk).
In-salon service lorealpartnershop.com
Just like the iPhone, regular updates in technology drive INNOluxe, and here is V3. Its Advanced AminoBond Technology rebuilds, repairs and protects the hair, as well as adding softness and shine. Use ReBond V3 with Balance Plus V3 with colour, Foam V3 with Balance Plus V3 or Balance Plus Platinum as a standalone, and use Elixir as an intense leave-in treatment clients can buy to take home.
, SESSION LABEL from lection of styling essent ials col sule cap a iver del to Refreshed ret that you’ll spot is the kind of backst age sec Schwar zkopf Professional sion stars. in the kitbags of the best ses
RRP from €19
In-salon service; RRP from €26
schwarzkopfpro.com/sessionlabel
capitalhairandbeauty.ie
Speed up your rout ine without sacrificing results with Redken Quick Blowout Accelerated BlowDry Heat Protection Spray, a bi-phase formula that speeds up blow-dry time and styling, and protects from heat.
RRP €24.50
lorealpartnershop.com
NAK Hair’s new collections offer true colour integrity. NAK Hair Permanent is blended with the tle lowest possible ammonia for gen is Soft Hair processing, while NAK lour i-co dem s, inou ammonia-free for lum s hate sulp from free results. Both are with ched enri and s ben and para white tea and orchid butter.
In-salon service
Expanding its Mindful Origins line-up, AUTHENTIC BEAUTY CONCEPT has unveiled Bare Cleanser, Balancing Potion and Det oxifying Scalp Mud, all focused on gently caring for scalps.
RRP from €27.50
authenticbeautyconcept.com
xpertprofessional.ie
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09/12/2021 12:04
STOCK IT!
LAUNCHES AND INNOVATIONS READY TO HIT YOUR SALON SHELVES Get neutralising with Chroma Crème from L’Oréal Professionnel Paris. There’s the Purple shampoo to cool down yellow tones for blonde hair, and the Blue shampoo to rid orange tones from light brown hair. With even deposit s and super-caring formulas, there’s no need for a conditioner or mask after use.
RRP €17.70 each lorealpartnershop.com
Warm reds and soft nude silks offer a comforting palette for the coming season. With fi ve new shades joining the expansive Koleston Perfect universe, you can expect the same sheen and depth of colour that makes this formula such a winner. Choose from 77/44, 99/44, 8/01, 7/77, and 5/71.
In-salon service
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RRP
€15
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ie.wella.professionalstore.com Plan to swerve plastic in 2022? Then these combs from Leaf Scissors are ideal – they’re made from eco-friendly wheat straw, the by-product left over after harvest. Genius!
RRP €11.75 each, complete set €35 rjmhairandbeauty.com
Caring for colour just got easier with the new Semi di Lino Blonde and Brunette ranges from ALFAPARF Milano. Both lines the cont ain clever tech to counteract ing help , light blue of negative effects ant vibr and nse inte ur to keep colo for longer.
RRP from €5.50 xpertprofessional.ie
CREATIVE HEAD
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New from Indola’s vegan and free-from line ACT NOW! comes Purify Shampoo to cleanse and detoxify air-polluted hair. One of its Solid Shampoo bars delivers as many uses as a 330ml liquid shampoo, without the plastic.
RRP from €18.65 capitalhairandbeauty.ie
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09/12/2021 12:04
COLOUR VISION
NEW YEAR, NEW OPPORTUNITIES! CAPITALISE ON THE TURNING OF THAT FRESH PAGE BY FOCUSING ON, AND INVESTING IN, THE SKILLS AND PRODUCTS THAT WILL ELEVATE YOUR BUSINESS – WITH THE HELP OF WELLA PROFESSIONALS
BOX FRESH
IN ASSOCIATION WITH
Make 2022 the year of NEW with fresh education from Wella Professionals. Four exciting courses join the expansive education available this year: Signature Masterclass – a one-day course taught by some of the best Wella colour artists, delivering seminars featuring their signature look. Blading By Sebastian – a one-day advanced craft course to equip you with the fundamentals and the confidence to use these skills led by Angelo Vallillo, Sebastian Professional global creative artist. Hot Tool Styling – expand your styling skill set with this hands-on seminar to learn new waving and curling techniques, led by Wella guest artists including James Earnshaw and Michael Gray. Classic Hair Up – featuring everything from the foundations of hair-up and proper preparation through to the perfect finish that lasts – led by experts including Gustav Fouche and Michael Van Clarke. Discover these courses and many more online, offline and blended opportunities, with the Wella Education Book 2022. Order now from your account manager, your local Wella Studio, or at wella.co.uk/educationbook
THE COLOUR CLINIC IS OPEN…
ENGE AND HOW EVERY ISSUE WE SPEAK TO A WELLA PROFESSIONALS COLOUR EXPERT ABOUT A KEY CHALL BON_KYD) KNOWS TO OVERCOME IT. WELLA PROFESSIONALS UK AND IRELAND TOP ARTIST JAYSON GRAY (@KAR FUNDAMENTALS THAT THERE ARE TWO KEY ASPECTS TO BEING A GREAT COLOURIST: FLEXIBILITY AND THE “As we emerged from the lockdown, I didn’t really anticipate just how bad the hair of clients who strolled through the door would be! I hardly recognised these once well-groomed ladies. It was a really revealing and somewhat strange time, although I got quite a kick out of having to literally start afresh on everybody. The hair history of some clients of the past six to nine months reads like the plot of a movie, between home hair experiments and mid-life crises! “I worked from dawn to dusk for months, and although I was thoroughly shattered and tested to the brink, I knew I had a trusty bedrock of all my colour theory knowledge to rely on. I loved every minute of it, pivoting and coming up with new colour plans, testing myself and giving my clients 100 per cent of my attention. “My Wella brain was in full flow and my product portfolio really sprang into action, delivering the perfect balancing formulas that I’ve come to rely on. I’ve been privy to some of the tonal delights of the new Koleston Perfect shades launching, delivering high-grade sheen, and hitting the mark every time. Expect juicy and cool-as shades that will not disappoint.”
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CR EATIV E HE AD AD VE RT OR IA L
SHELFIE TIME
The launch of the new Koleston Perfect shades – 77/44, 99/44, 8/01, 7/77, and 5/71 – is extremely exciting as the shades coincide with this season’s hair trends. Spiced cinnamon red and uplifting burnished copper, inspired by nature, give a flattering warmth to the hair. They pair beautifully with the nude cashmere blondes for a palette of milky, neutral hues to give hair a modern softness. Koleston Perfect is loved by so many hairdressers, as it gives rich, healthy-looking results with up to 100 per cent grey coverage. We can’t wait to see the looks people create with the new shades.”
HAYLEY AUSTIN, WELLA PROFESSIONALS TECHNICAL EDUCATOR, @HAYLEY_WELLA
FORMULA FOR SUCCESS MARCO DIAS, WELLA PASSIONISTA @MARCOINDISGUISE
I wanted to create something fun and colourful yet lowmaintenance for my model, who has a bit of grey hair and didn’t want to cover them completely. I used the grey hair in my favour, with baby highlights around the face and balayage at the nape area using Wella Blondorplex +6%. I love the contrast between cool and warm tones, so I decided to play with them both – the possibilities are endless with Koleston Perfect because the range is so big. After rinsing and towel drying I used formula one at the root and at the lighter parts around the face and back, before melting formula two through the mid-lengths and ends.”
FORMULAS Formula one: 7/18 20g +9/1 10g +0/66 5g +4% Formula two: 9/43 30g +0/65 3g +Pastel NO MATTER WHAT YOU’RE FACED WITH, WELLA PROFESSIONALS HAS THE SUPPORT, EDUCATION AND PRODUCTS TO EQUIP YOU WITH CAREER-MAKING CONFIDENCE. DISCOVER MORE ABOUT HOW WELLA PROFESSIONALS CAN SUPPORT YOU ON YOUR JOURNEY AT EDUCATION.WELLA.COM @WellaHairUKI #WellaColour #MakeChange WellaUKI CREATIVE HEAD IRELAND
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KOLESTON PERFECT SHADOWLIGHTS
For a natural multi-dimensional colour with softer regrowth
With 5 new shades available: 7/77
5/71
77/74
8/01
99/44
@WellaHairUKI #AskForWella #WellaColour | uk.wella.professionalstore.com
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Scan to learn more about this service
06/12/2021 16:45
KEEP IT CLEAN YOUR GUIDE TO RUNNING A SUSTAINABLE SALON BUSINESS
Anne Veck and Keith Mellen, owners of Anne Veck Oxford and winners of the 2021 Most Wanted Sustainability Hero Award, share what your business can do to make a real ecological difference “AT ANNE VECK Oxford we’ve been trying to make a difference by lowering the salon’s energy use, meeting our reduced energy needs from renewable sources, lowering our own and our clients’ carbon footprints, reducing waste through more efficient systems, and using ethical and sustainable products and packaging whenever possible. Anything we can do, you can do too! Remember, we’re trading in a world where being kind to our fellow humans and the earth resonates with our clients and is increasingly key to commercial success. Becoming a sustainable salon is a journey. We are all where we are, rather than where we’d like to be on “Sustainability. It’s such a big word! And faced with emergencies in this – so do what health, human rights, climate change and extinctions, it’s easy to you can but start now. Over the make like an ostrich and bury your head in the sand. But because coming months you work in the hair industry you have the power to make a real we’re going to share difference. So, ensure 2022 is the year you make your salon more practical advice sustainable and more ethical – we’ll be here with practical tips and and ideas from guidance from our Sustainable Salon Toolkit every step of the way!” our Sustainable Salon Toolkit, a ANNE VECK AND KEITH MELLEN, OWNERS OF ANNE VECK OXFORD completely free guide we’ve written to make it easy to help your salon to become more sustainable and more ethical, with steps ranging from easy, low-cost quick wins through to major changes that require bigger investments in time and money. You can start from the top and work through the actions, or dip in and out, keeping a record of what you’ve done. And at all times remember the Three Rs: Reduce, Re-use and, if all else fails, Recycle!” @annevecksalons
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09/12/2021 12:07
ONE,TWO,THREE – GO! IF YOU DO ANYTHING, JUST DO THESE THREE THINGS. THEY’LL MAKE A POSITIVE DIFFERENCE TO SOME MAJOR PROBLEMS
CHANGE TO BIODEGRADABLE, COMPOSTABLE TOWELS, CAPES AND GOWNS Ditch cotton and in the salon you’ll save water, reduce energy use and help staff spend less time on laundry. It will help reduce damaging industrial farming, excessive water usage and human rights abuses in the places where cotton is grown. Having an individual towel for each client also improves hygiene, which is crucial in the current climate. Biodegradable towels, capes and gowns can be composted or even go to landfill with no harm done. They should be made from sustainable materials, saving rainforests from destruction, so make sure you do your homework to ensure any wood-based materials used are ethically sourced. SWITCH TO GREEN ENERGY Join the movement away from fossil fuels. Several providers guarantee 100 per cent green energy generated from renewables, with a percentage of their gas coming from green sources, too. This will reduce your CO2 emissions considerably.
MOVE TO A SUSTAINABLE AND ETHICAL PRODUCT SUPPLIER More and more brands now offer safe, ethical and sustainably-produced products and reduced packaging, free of harsh chemicals and including organic and vegan ranges. In terms of packaging, there is a debate about which materials are the most sustainable – advanced plastics, reclaimed plastics, glass, aluminium, stainless steel, paper, card, etc. The consensus is heading towards glass, aluminium and stainless steel.
NEXT TIME: QUICK WINS – EASY THINGS THAT YOU CAN DO NOW TO BECOME A MORE SUSTAINABLE SALON. MEANWHILE, GO TO CREATIVEHEADMAG.COM/BUSINESS TO SEE ANNE AND KEITH’S SUSTAINABLE SALON TOOLKIT IN FULL CREATIVE HEAD IRELAND
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#CRAFTTHEDIFFERENCE MODERN STYLISTS WANT THEIR TOOLS TO BE VERSATILE BUT MANAGEABLE, A CONCISE LINE-UP TO DELIVER WHATEVER THE OCCASION DEMANDS. THAT’S WHERE THE REWORKED SESSION LABEL FROM SCHWARZKOPF PROFESSIONAL STEPS UP…
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08/12/2021 14:26
*All products except The Miracle and The Definer, which will be switched to a vegan formulation
CR EATIV E HE AD AD VE RT OR IA L
ICONIC AND ALWAYS professional, the styling legend SESSION LABEL from Schwarzkopf Professional has been revamped. This is a concise and compact drop of versatile assortments that can meet your demands, wherever and whomever you’re styling. A unique brand that has become synonymous with creative styling and editorial fl air, SESSION LABEL now presents 12 highperformance formulas designed to help you #CraftTheDifference. Exclusive to salons, the intuitive range has been curated for the daily lives of stylists while being inspired by the world of session. This is a capsule brand that delivers details, answering the needs of how real hairdressers use products in real life, every day. Think how you layer and cocktail consistencies and textures to create tailor-made results that delight the guest in your chair. With SESSION LABEL there’s a laser-focused attention to detail found in the selected lightweight formulations, be that the micro-dust particles you’ll see in clouds from The Powder, or fast-evaporating nebular droplets in The Strong and The Flexible hairsprays. What does this all mean? Endless styling possibilities without overburdening hair, perfect backstage or behind the chair. Its own look is premium and modern, with minimalistic, matte packaging and say-what-you-see names that keep the focus on the product, while celebrating the craft. Seven of the most loved and high-performance formulations from the previous line have been relaunched alongside fi ve fresh innovations. And supporting the wider sustainability efforts of Schwarzkopf Professional, all plastic resin used in packing is carbon-free to ensure recyclability, while most of the products contain vegan formulas* too. To see what each product in the collection can do, there’s a showcase of nine new signature SESSION LABEL looks, created by Schwarzkopf Professional’s global ambassador, Tyler Johnston and global styling ambassador, Nick Irwin. They illustrate the breadth of possibility from this capsule collection, united by craft and attention to detail while also sharing style inspiration and service opportunities. Learn how to use them all, so you can create something different. Today, different is often digital, and SESSION LABEL is more than crafting hairstyles alone. Online, you’ll find all you need to know about the portfolio, backed up by content from the Schwarzkopf Professional ASK Education team, including tutorials, live coaching and virtual training sessions with Nick Irwin and Tyler Johnston as well two new seminars for 2022: ‘Hair Behind the Camera’ and ‘Create It, Post It’.
SHARE YOU
R OWN
#SE #CRAFTT SSION LABEL AND S HO HE ON INSTAG DIFFERENCE – TAG WCASE HOW YOU RAM FOR A @ CHANCE TO SCHWARZKOPFPRO UK FEATURE O N THE FEE D
SESSION LABEL: A PERFECT LINE-UP OF 12 TOOLS TO PUT THE POWER IN YOUR HANDS. HOW WILL YOU #CRAFTTHEDIFFERENCE? FOR THE LATEST STYLING INSPIRATION FROM SCHWARZKOPF PROFESSIONAL’S COMMUNITY OF HAIRDRESSERS, FOLLOW @SCHWARZKOPFPROUK. DISCOVER THE DETAILS AND THE DIFFERENCE AT SCHWARZKOPFPRO.COM/SESSIONLABEL
CREATIVE HEAD IRELAND
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09/12/2021 12:42
SELF/STYLED SUNDAYS
LEARN NEW SKILLS. MAKE MORE MONEY. EDUCATION AND EMPOWERMENT FOR INDEPENDENT STYLISTS Calling all freelancers – you do not want to miss our next SELF/STYLED Sunday event on 30 January. It’s all about Trends with Benefits, to keep you two steps ahead of your clients this year. With four fab sessions covering the upcoming trends to know about, as well as new moneyspinning services, it’s time to get your clients excited about a new look for the New Year.
2022 TREND FORECAST
10.30AM
Tune into our 2022 Trend Forecast Panel to hear about styling and colour trends, featuring Dexter Dapper Johnson, Sarah Black, Ashleigh Hodges, Zoë Irwin, and Charley McEwen.
READ ALL ABOUT IT AT creativeheadmag.com/selfstyled-sundays 038-039_SSSundays2.indd 1
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NEXT EVENT: SUNDAY 30 JANUARY, FROM 10.30AM LOCATION: ONLINE, WHEREVER SUITS YOU COST: ABSOLUTELY FREE
STREET STYLE REDEFINED: LIVED COLOUR
KOLESTON PERFECT LIGHTS
Paddy McDougall, 2021 Most Wanted Creative Talent, showcases how to transition the latest looks from the catwalk into wearable colour.
Upgrade clients to modern colour full of dimension with Nikki Clifford, with key tips on consultation and revenue to build your services.
11.45AM
FREE TO JOIN
2.00PM
January can be a bit of a downer, so to pick you up we’re offering free access to everyone to tune into SELF/STYLED Sunday. Simply log into Zoom on 30 January to join us.
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TOP�UP AND TONE
3.15PM
Hate seeing your balayage clients just once a year? Then this session is for you – Nancy Stripe has a money-spinning service setup that’s perfect for these clients.
Tune in for the exclusive reveal of brand discounts from Aston & Fincher at the end of each Masterclass!
08/12/2021 14:19
I T’S A NEW DAY Monday 21 March 2022 09:30-18:00 London
Creative HEAD’s business networking event for salon and barbershop owners and managers 26
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Key issues – tackled Real experiences – shared Big questions – answered Salon Smart is back IRL – in a new home, with a new format, a packed agenda, and a fresh perspective – bringing all you need to build a better business, in one motivational day
event
Tickets cost £90 HUB subscribers pay £75 Available to book from 14 January Discover more at creativeheadmag.com/salonsmart CREATIVE HEAD IRELAND
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HUB
Welcome to the Salon Smart HUB – the place to turn to for advice and to keep on top of business. Powered by Creative HEAD in exclusive partnership with L’Oréal Professionnel Paris, there are fresh content drops every month and on-demand access to videos, panel debates, podcasts, articles, reports and more – all featuring a host of experts sharing their knowledge and guidance.
Think of the Salon Smart HUB as your business support network – there when you need it. It’s FREE, and it’s only a click away…
THE THETHE
BUSINESS BUSINESS BUSINESS SUPPORT NETWORK
+ ++ HAIR HAIR HAIR
SUPPORT NETWORK SUPPORT FOR NETWORK FORFOR
SALON SALON SALON SELF-EMPLOYED
SELF-EMPLOYED SELF-EMPLOYED
PROFESSIONALS PROFESSIONALS PROFESSIONALS
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LIVE CREATIVE HEAD IRELAND
08/12/2021 16:08
AVAILABLE NOW ON THE HUB
1.
Press play! The HUB presents a panel discussion on industry empowerment, tackling topics from the rise of digital marketing to changing career perceptions
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L I VEeducation! Boost your blonde New knowledge and confidence with an all-new colour course, courtesy of L’Oréal Professionnel Paris
Reset for 2022 with a fresh dive into a year’s worth of HUB content – from video talks and debates to webinars, podcasts, reports and more, it’s all there for you
+ NOW
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08/12/2021 16:08
VIDEO CONTENT CRAFTED BY CREATIVE HEAD, FOR YOU INSTANT INSPIRATION
’70s D-I-S-C-O
’90s CURTAINS
Session stylist Sharon Robinson serves up a modern ’70s disco style
Jody Taylor makes the go-to style of the ’90s relevant for right now 2-min watch
2-min watch
SHOOT SNIPPETS
HAIR ON A HALF PIPE
10 super-cool boarders, rollerskaters and BMXers hit Harrow skatepark for a cover shoot like no other 2-min watch
FOR THE ’GRAM
Get insta-ration from Zoë Irwin and fresh young creatives with this ’gram-worthy cover content 30-sec watch
CREATIVEHEADMAG.COM/VIDEO 30
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CREATIVE HEAD IRELAND
08/12/2021 16:09
WATCH. LEARN. BE INSPIRED TIME TO SPARE
A LIFE IN HAIRDRESSING This documentary showcases the skill and craft of hair professionals #CareerGoals
ARTISTS IN SESSION
One studio, full creative freedom. What will SliderCuts, Harriet Stokes, Louis Byrne, Lisa Farrall and Luke Pluckrose think up… 15-min watch
50-min watch
UNIQUE EXPERIENCES
CURL UP & KY
Curdled milk and shocking service, let Ky Wilson take you on a tour of the ultimate Bad Salon
THE SYD CIRCUS
Nightmare clowns and carnival games, enter the creative brain of Syd Hayes as his circus rolls into town
1-min watch
2.5-min watch
TUNE IN NOW CREATIVE HEAD IRELAND
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French Balayage from L’Oréal Professionnel Paris
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Colourists and salons need to think differently to entice lapsed colour clients back into the chair – and we have an action plan that can help ERROR! ERROR! Client behaviours are malfunctioning – particularly when it comes to colour habits. After the industry rebooted itself following lockdowns the initial flood back had us feeling safe and relieved. And then things started to change. Whether it’s down to favouring DIY kits, being cautious about cash or wary of busy spaces, it’s clear that to tempt clients back to regular colour appointments the industry needs to hit restart. Hair is everything, as Phoebe Waller-Bridge’s Fleabag says, but while clients returned for cuts in their droves after each lockdown, there were many lapsed colour devotees. New financial concerns, old box-dye habits, and a new trend to keep the silver, white or grey that comes naturally all conspire to keep them from their colourists still. This doesn’t mean they’re lost to your salon forever. It’s time to take action.
ACTION SEX UP that service menu
Creating a point of difference has been a huge focus for L’Oréal Professionnel Paris and its efforts to support salons, with the introduction of new services and incentives. To help salons make money out of their teams’ colour skills, it has perfected lucrative colour techniques based on essential insight into consumer trends. That way, the colour house can help its salons and colourists maximise profits from the colours that clients want to wear now. The rollout of French Balayage was all about capturing attention for this key trend and putting a twist on the process to ensure that clients were set on a long-term journey. Forget one-and-done appointments, it locks clients in for regular updates – face-framing refreshes and toning top-ups for an evolving look. It then combined this new service with an ‘Eat Out To Help Out’-style discount initiative to further entice guests to try it out. For quick fixes, there’s also the easy two-step French Glossing service using Dia Light for an effortless update that leaves clients feeling fabulous with next-to-no commitment.
ACTION PROTECT your revenue
In these uncertain times, clients can still bank on your beautiful, consistent colour work. Offering deposit-based online booking can firm up both their sense of security and yours. Software brand Fresha provides its partners with software to help shield incomes, with automated SMS reminders and no-show protection. Phorest Salon Software reported that salons using its deposit system saw their no-shows decrease by 65 per cent, but with patch and strand-testing being such a vital area, many Irish owners continue to keep colour services off their online menus. In such cases, offering free inperson consultations and developing a rapport, can help you and a new client get a sense of one another’s expectations and goals and lower no-shows. For your existing base, it’s all about nurturing relationships through their contact information. “We’ve developed a strong rebooking culture in the salon and most colour clients would rebook before leaving,” says Pamela Moran, owner of the Ego Boost Hair Group in Abbeyleix. “Our software system also sends out reminder emails and texts that really help. The salon is very busy and regular clients know that if they miss an appointment, they may have to wait a couple of weeks before they can get back in!”
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Thebige
Phorest Salon Software
@egoboost.ie
@kidahair
@sarahmasonprofessional
@kidahair
ou n b
ACTION Know what they want and DON’T want
Trend-led techniques and services also spotlight key client concerns and desires, chiefly that colour will damage their hair and that super-shiny hair is something they crave. Again, that’s where innovative products play their part too, with Serie Expert Metal Detox from L’Oréal Professionnel Paris on hand to deliver damage-free colour and hair that is seriously shiny. But you need to be talking to clients in the right way about what these products and services can do, so that it’s simple to understand, and impossible to resist.
ACTION Tempt them with IRRESISTIBLE OFFERS
There are plenty of tools at your disposal. Discounting isn’t an option for many salons right now and needn’t be, it’s just a matter of taking stock and focusing on clients’ changing needs. “We really analysed colour formulation
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before lockdown and thought about how reduce the amount of DIY upkeep they might be tempted to do,” says Sabrina Hill, managing director of Kopper Salon in Cork. “We also get quite demanding about the product care we feel clients must do at home. When they returned to us afterwards the results helped us attract new business, because we were able to show the results on social media, even after a long time between appointments.” New add-on treatments can also enhance a service’s value and incite interest without reducing your take. Clients won’t alter their behaviour if you don’t, and if you are changing, make sure you’re sharing that – through conscientious social media. Sabrina tries to view her salon’s digital output as objectively as possible: “I’ve employed someone who specialises in what I want to achieve digitally because an outside eye that can work on a complete digital strategy is key. Showing the creative side of what we do in the salon just part of that now, promoting my business online is something that requires planning on a whole new level.”
Make it WOW so they don’t DIY
The point of difference between home and pro colour is obvious to you but may be important to explain to clients in more detail. “Boxed colour is heavily pigmented and sits dully on the hair without reflecting the light. If large numbers of them are sticking with boxed dye, you need to take a good look at your service,” says Sean Taaffe, owner of Sean Taaffe Hair & Beauty salons in Kerry. “Having a conversation with the client about the formulaic differences should help, as even a client who does a good job with a home colour will appreciate your knowledge and understand that if she persists, her hair is never going to look as good as it did when she came to you regularly.” Whether it’s talking clients through WHY you’re placing foils where you are, or discussing various techniques and options to achieve their dream look, your services need to stand apart from anything they think – key word ‘think’ – they can do themselves.
CREATIVE HEAD IRELAND
09/12/2021 14:26
Reflect your true dimension. Semi di Lino Blonde and Brunette are the new lines dedicated to blonde and brunette hair: they prolong the intensity and shine of colour while counteracting the effects of blue light and neutralising unwanted tones, for salon-fresh looking hair that lasts. alfaparfmilano.com
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ACTION ELEVATE the experience
For some, it’s about a reassessment. Robert Eaton, creative director of Russell Eaton salons and UK & Ireland creative technical director for Wella Professionals, was glad to see the ease of box dye hadn’t tempted clients away. Instead, he’s noted an appreciation of the time spent in the salon. “Lockdowns reinforced what professional hair colour can do for clients... in some ways it’s made clients more appreciative of the salon experience.” Lockdowns have certainly had an effect on regular appointments, but a shake-up of the norm is an opportunity for creativity. “What we’ve found is people are visiting less but are having balayage, grey blending, or carefully crafted colour and techniques that work for their hair, and they’re probably spending more money during those visits,” Rob explains. “We’ve made our services more consumer-friendly, and have tried to put ourselves in our clients’ shoes. For example, we’ve changed the traditional names of our services and have expanded on techniques so our clients can actually understand what those services do.”
ACTION Grab the grey GROUNDBREAKERS
Some clients are embracing their grey: FACT. And yes, that means you might lose them as a colour client of old… but you can keep them with different services instead, and Wella Professionals’ True Grey launch is the perfect example of this. Its collection of shades and in-salon Silver Glow treatments ensure clients’ grey can dazzle and keep them coming back. Like gloss services, the focus is on toning, care and personalisation that requires a regular trip to the salon. Grey can be a long-term asset to your colour business, says Sarah Mason, founder of Sarah Mason Professional Galway. “A woman can have a beautiful grey or white base and not realise it until they have the growth. Why wouldn’t they embrace that? It doesn’t mean they’ll leave us; we may be able to help them make the most of that.” The client’s journey to grey may take some support, adds Sarah: “Helping them to plan a grey journey, adjust their psychology, and transition smoothly to a look that works for their lifestyle as well as how they feel, is a passion of mine.”
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Wella Professionals True Grey
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ACTION Keep learning and PUSH YOURSELF
We know that social media is a fantastic way to showcase what’s going on in the salon, so ensure that the team is continuing to learn and educate themselves on trend-led techniques. Now more than ever, it’s simple to pick up essential skills with a mix of classroom and digital education, and there’s even plenty available for free. Pushing skills with competitions is also a brilliant way to show clients just what the team is capable of – taking part in events such as L’Oréal Colour Trophy, Wella Company TrendVision Award, Goldwell Creative Awards and the Most Wanted and The It List Awards can help test skills and creativity, yes, but you might have a winner on your hands too, and that’s a valuable asset to shout about!
ACTION Make them feel like a VIP
The pro angle is your trump card – so don’t be afraid to play it. “We would always promote our consistency and devotion to quality rather than running any short-term offers,” says Ciara Dorrington of Kida Hair & Co in Cork. “If someone calls about a one-hour service and we only have forty-five minutes, we won’t make that appointment because we don’t feel the client will get the time and care we think they deserve in 75 per cent of the slot. “Social media is important, but we get a lot of business through word of mouth and that’s as much about how we make each individual client feel as how they look when they leave. Reputation is as important to attracting new clients as it is to getting people to come back.” No matter what route you choose – rethinking your service menu or changing how you communicate – the key is that you commit. Says Ciara: “As long as clients know that they’re valued, that we’re listening and we’re always going to go above and beyond for them, we can adapt together.”
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Blinds create intrigue while also providing privacy
Manicures and blow-drys take place at the communal table (left). The café is beyond reception
Upstairs features a dedicated hair and nails space, while a signature blue wall houses Hershesons’ award-winning products
ALL OF THE NEW
THE NEW HAIR AND BEAUTY SPACE FROM HERSHESONS IS A VISUAL FEAST THAT REFLECTS THE CHANGING FACE OF THE INDUSTRY. PREPARE TO BE INSPIRED…
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The exterior of the building features a white mosaic – a detail replicated inside
A lift (centre) transports clients from ground floor to first floor
Custom-made mirrors operate on a pulley system so if clients don’t want to sit in front of one, they don’t have to!
HERSHESONS BELGRAVIA, LONDON @HERSHESONS
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LUKE HERSHESON, chief executive of the Hersheson family hairdressing empire, is a great believer in triumph over adversity. In 2018 a massive rent hike on the company’s long-established Mayfair salon prompted a move to a new premises in Fitzrovia – and the opportunity completely to re-imagine its flagship as a ground-breaking full-circle beauty experience. More recently, a deteriorating relationship during the pandemic at one of their department store locations led to a decision to move out and go it alone and, by November 2021, a dilapidated Barclays Bank in Belgravia had been transformed into the perfect new hairdressing store (Hershesons don’t call them salons) for the post-Covid era. “We wanted to expand on what we had achieved in Fitzrovia while addressing the consumer shift towards prioritising health and wellbeing alongside regular beauty treatments,” says Luke. So as well as Brows by Suman, Dryby nails, and rose lattes and healthy eats from Farm Girl café, worn-out Londoners can now indulge in the Sarah Bradden Method – a 40-minute treatment combining facial acupuncture, reflexology, lymphatic
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Downstairs, high-gloss wetgreen walls in the backwash area contrast with a clear brick wall
In the pedicure room, chairs were sourced from a vintage site and light sconces are from Etsy
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massage and traditional Chinese medicine techniques that improve not just facial appearance but also emotional and physical wellbeing. “It’s about surprising our clients with new and different experiences,” says Luke. Hershesons collaborated with gpstudio and Riad & Partner to lend the design an experiential twist, creating a space that feels unique. Upstairs, which is flooded with natural daylight, is busy and buzzing with hairdressing and nail services, while downstairs is calmer, more soothing, and home to the backwash area (there’s a lift to the floor above, in case anyone needs it). Mostly, though, it’s a space that allows a break from traditional salon norms. Many of the mirrors are retractable – meaning that if clients don’t want to stare at their face surrounded by foils as they have their highlights done, they don’t have to. Customers are invited to sit wherever they want, like in a restaurant, rather than seats being arranged into cut and colour sections, which would mean moving around for separate services. “This is about what the customer wants, not what the stylist wants,” smiles Luke. Mostly though, it’s the little, thoughtful touches which make it a place you’d truly want to hang out, thanks to Hersheson’s own perfectionist nature. Within each uniquely designed area, lighting, furniture, vases, glassware and so on have been personally sourced everywhere from vintage sites to Ikea, culminating in a cosy vibe that feels like home (only better) and is distinctly ‘Hershesons’. “Everyone wants to know where the different pieces come from,” says Luke. “They walk in and just say ‘this is so cool’.”
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A Moroccan render on the walls creates a soft, relaxing ambience
The backwash area features a wall made of corten steel, which will change colour over time to a deep rust hue
Curtains divide the entourage space in a series of bookable rooms
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Truth be told Him, her, them… whatever a client’s pronoun, the Boys Will Be Boys collection from Cyril Morgan Hair has a look to flatter every face and make it the focal point PHOTOGRAPHY BY PAUDIE BOURKE CREATIVE HEAD IRELAND
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SEE MORE
OF THE SHOOT ONLINE AT CREATIVEHEADMAG.COM
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HAIR Cyril Morgan Artistic Team – Phil Downey (cut and styling), Emily Dunne (colour and styling). MAKE-UP Agnieszka Patrzalek. STYLING Gregor Pituch and Eva Kimpwene. VIDEOGRAPHY Dylan Reid.
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ME HOME
COME ONE, COME ALL, AND COME AS YOU ARE – THIS IS T R I B E FROM PERCY & REED, A CELEBRATION OF CONNECTION, KINSHIP AND CREATIVITY CAPTURED AT THE COAST PHOTOGRAPHY BY DAV STEWART CREATIVE HEAD IRELAND
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SEE MORE
OF THE SHOOT, INCLUDING AN INTERVIEW WITH CREATIVE INE DIRECTOR EMMA VICKERY, ONL OM G.C MA EAD VEH AT CREATI
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SHOOT ART DIRECTION Paul Percival. HAIR Emma Vickery and George Payne, assisted by Oliver Hacker. STYLING Julia Salmon. MAKE-UP Danielle Van Cuyck. PHOTOGRAPHY Dav Stewart (davstewart.com).
THE LAST WORD ON… New Year’s Resolutions It’s the time of year where we’re full of good intentions and high hopes. But what can we do to ensure that our goals for 2022 don’t fi zzle out in a month or two? Here’s an action plan to help harden your resolve…
NEW PLANS, NEW goals, new resolutions. We all feel so perky and motivated in that first week of January, but more often than not those goals are dead in the water before spring has sprung. How can we give our resolutions a fighting chance of survival? Richard Osborne of UK Business Forums suggests you visualise your personal goal first. “Pick one big thing you really want to have in your life. It could be a fancy new car, a house in the countryside, a fabulous three-week holiday in the Seychelles. Visualise it at the top of a ladder and, keeping that vision in mind, work every day towards it, step-by-step. It will inspire you to then set your business goals.” Next up, plot out your goals, but ensure they are realistic. “There is nothing wrong with setting stretch goals for your business – that’s progress! – but it’s really important that they are achievable. If not, instead being motivating they will have the opposite effect,” warns Richard. Michele Don Durbin from organisation and productivity app Evernote, advises you to get specific and turn goals into ‘actions’. “Choose physical actions like ‘call’ or ‘email’ or ‘write down’ – not vague phrases like ‘sort out’ or ‘follow up’,” she explains. She also encourages you to embrace the word ‘no’. “Most people struggle with saying ‘no’. It can feel awkward. But remember you are saying no to the task, not the person,” she says. “It might be a good idea, but does it really fit with your strategy? It might add value, but does it
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add enough value to be worth your time? Are you saying yes because you feel guilty or obligated? And always remember that ‘no’ is a complete sentence.” To keep resolutions front of mind, set yourself a time plan. Where do you want to be in one-, three-, and five-years’ time? “Think about it and then break down the journey of how you will get there into monthly targets that you will work to achieve,” says Richard. On top of these targets, ensure you’re conducting regular reviews to really consider how they are progressing. “Set aside time to focus on the strategic, project-level thinking,” advises Michele. “The more you think about your work, the easier it becomes. Simple as that.” On that note, you need to be accountable for the resolutions you’re setting. “Don’t ever be tempted to write down your goals and then simply file them away! Your goals are part of you and your business – every single day,” says Richard. “Be honest with yourself and ask whether your goals are still relevant, or if they need revisiting.” You’ll also need to get your team on board with your vision. Talk with them about your targets and make sure they know how their individual goals can fit in. “Reward yourself and your team,” adds Richard. “Every time you hit a milestone you should celebrate! By motivating your team to help you reach your business’s targets, you are helping your team members to achieve their own personal goals, too.”
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09/12/2021 15:09
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