Creative HEAD Ireland March/April 24

OUR SUMMER CRUSH? IT’S COLOUR BLOCKING!

Clients can’t get enough of it! Colour blocking is a trend that’s high on contrast, high on drama and high on Instagram appeal, inspiring fashion, hair, make-up and design. And now a gorgeous new spring/summer colour blocking palette has emerged from the catwalks – peaches, pastels and earthy tones. Peach Fuzz has been designated Pantone’s Color of the Year and now it’s being applied to hair!

Check out the new hues in this stunning Colour Crush collection from Wella Professionals, and read on to discover new techniques that will help maximise profit per client and drive frequency of visit. The future is definitely looking peachy!

As seen in… make-up Strawberry girl make-up is popping! The look?

Flawless skin, glossy sheer lips, and an emphasis on strawberrytoned ushed cheeks.

As seen in… nature Hair colour will have an earthy character, with tones celebrating nature, the sky, and the fruits and owers of the season, combined with the ‘natural’ shades of hair.

“Peach Crush brings a warming luminosity to hair colour and will pair beautifully with blondes, pinks, rich coppers and more. It

is an energetic and positive hue and superversatile, worn in a consumerfriendly delicate way, or in a creative, bolder palette choice”

Jordanna Cobella, Wella Professionals colour & trends ambassador

As seen in… interior design Predicted to hit hard for the upcoming season is the new terracotta, paired with warm browns and natural textures, it evokes a feeling of relaxation.

Trade up from a full head colour to a colour blocking look

Peach Crush:

Illumina Color

9/43 + 9/59

DIAL IT UP,

Colour blocking isn’t just visually stunning. It can be dialled up or down to work for every client, making it one of the most exciting, versatile and lucrative trends within your business. Even better, the new Colour Crush collection allows you to harness the benefits of ALL Wella Professionals colour brands – use Shinefinity if you’re worried about taking a risk, Illumina Color for a beautiful sheer result, or Koleston Perfect for the boldest colour saturation. The choice is yours…

Lilac Hairline:

Shine nity

09/65 + 06/6

Adding a chunky face frame drives even more frequency to an already commercial service

Roots and ends:

Color Touch

9/97 + 7/97 + 6/97

Face frame toner:

BLONDORPLEX

Cream Toner

/16

DIAL IT DOWN!

Trade up from a full head colour to a colour blocking look

Roots:

Illumina Color 6/76 + 5/02

Pinky tone:

head colour to a

colour blocking look

Illumina Color

Darker panel: 7/43 + 7/42

Lighter: 8/36 + 7/43

Pinky panel: 9/43 + 8/36

Color Touch 9/36 + 55/65

ON THE MONEY

Colour blocking isn’t just fun to create, it can be a brilliant business-building tool. Here, Wella Professionals shows how you can use colour blocking panels and face-framing techniques to drive the frequency of visit with a higher maintenance root and the addition of lightener or trade up your client from a root touch-up or full-head colour

MORE VISITS PER YEAR

COLOUR BLOCKING PANELS

Ideal for:

• Full-head tint or root touch-up clients, who want to try the trend and make a statement with lightness

• Clients wanting to try the trend in a low-commitment way

Why it’s good for business

High/medium frequency service. By adding lightness closer to the root area, you are helping to increase visits per year.

Technique

1. Apply your foils, alternating two BLONDORPLEX to one Koleston Perfect.

40g BLONDORPLEX + 60ml 9% Welloxon Perfect.

2. Glaze with Shinefinity 40g 09/07 + 40ml Shinefinity Bowl and Brush Activator.

COLOUR BLOCKING FACE FRAME

Ideal for:

• Clients who want to try the trend but normally have a cooler hair colour.

• Clients looking for a change but not do want a lengthy colour service.

• Clients wanting to update their colour to complement a more textured haircut.

Why it’s good for business

A great way to increase average spend and to offer a speedy colour service that still delivers personalisation.

Technique

1. Start by applying your foils around the hairline in a halo section. 60g BLONDORPLEX + 90ml 9% Welloxon Perfect.

2. Apply Koleston Perfect 60g 5/82 + 60ml 4% Welloxon Perfect from root to tip on the back section.

3. Apply Koleston Perfect 30g 4/82 + 30ml 4% Welloxon Perfect from root to tip through the front hairline and fringe.

4. Tone with Koleston Perfect 10/97 + 5/5.

“The Colour Crush collection is perfect for S/S24 and with a broad colour palette ranging from soft blush to bronzed brunette, there is a look for everyone. These images are here to help excite your client and inspire them to try something new, while keeping yourself excited as a hairdresser”

James Earnshaw, Wella Professionals global ambassador

LET’S TALK ABOUT IT

Make colour blocking your love language with our guide to client conversations

STEP 1: Speak their language

Really think about the language you use and remember your client isn’t a hairdresser – change the service names from technical to more fun and descriptive titles.

STEP 2: Be visual

Try to show realistic visuals. Use imagery and sketches from Wella Professionals which clearly show placement before thinking about the colour palette.

... AND GIVE THEM PHOTO(WORTHY) FRAMES!

STEP 3: Make it personal

Think about how you can adapt a colour blocking service to suit your client – be open to really personalising the service. You could do this by changing the placement or the colour line you use from Wella Professionals. Is this something that Koleston Perfect will nail, or is Shine nity your solution?

Face framing is the service that keeps on giving. This season’s update? An injection of tone and clever placement to tailor it to every client, whether they like it bold or subtle. There’s something for everyone! And it’s good for business, too. As an express service, it allows you to trade up a low commitment service such as a full head tint, in turn boosting the average bill per client and giving you the chance to get creative perfectly personalise their colour… and it gives you the option to switch up those tones at every appointment.

The classic

The OG face frame, using ribbons of lighter shades around the face, paired with a natural base or balayage.

With contrast

A bolder take, with the lightened frame wider and the base colour more monochromatic for a touch of drama.

Blocked frame

Let’s make that frame even bolder, straight to the root and get playful with pastel tones. Perfect for your colour addicts.

Frame the fringe Don’t let bangs be a barrier! Ensure the placement ows with the fringe’s shape.

IT TAKES TWO

In a world full of colour, it’s sometimes hard to stand out. But with a dazzling duo fuelling your fire, you’ll be guaranteed to create something iconic

Behind the Colour Crush collection is a series of dynamite duos from Wella Professionals, skilfully wielded in James Earnshaw’s hands, to bring to life this season’s hottest colour trend. It’s a colour portfolio stuffed with creative options, delivering a carefully curated palette of shades across those different brands,

MODERN INTENSITY

Illumina Color and Color Touch

This duo is ideal when you are looking for an overall sheer nish, more natural colour direction or even grey coverage… but you want to create a cheeky pop of colour. Delicious!

PLAYFUL BLONDE BLONDORPLEX Cream Toner and Color Touch

This is a match made in heaven! Create a clean blonde in only ve minutes and complement the result with a colour pop, giving you the chance to get playful with this trend.

from the warmest apricot to the coolest pinks. You’ve seen the techniques; now it’s over to you. From your colour blocking face frames to those perfect panels, there’s a pairing from Wella Professionals that will gift you the prettiest, colourful results that will deliver all the heart eyes. Now, where to start?

SURPRISE ME NATURAL Shinefinity and Koleston Perfect

This is not the most obvious pairing... but give it a go and admire the results! Combine saturation, intensity and coverage on the root area, with a sheer, zero damage colour result on the lengths and ends.

SHEER POWER Shinefinity and Illumina Color

When sheer grey coverage, a cool colour result, and zero damage are the three absolute non-negotiable requirements for your client, this is THE duo you need. They deliver a wash of wonderful, every time…

DIGITAL EDUCATION SUBSCRIPTION

Introducing Wella Icons, a cutting-edge Digital Education Subscription designed to elevate your knowledge, unleash creativity, and optimise your time.

DISCOVER YOUR PERFECT PLAN

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Everything from IGNITE  tier. PLUS:

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UK&I STUDIO ONLY

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Join our monthly live stream featuring world-renowned Wella Artists for trend-focused, industry-relevant education. Whether you’re a Salon Stylist, Salon Owner, or Independent Hairdresser, choose between live digital or face-to-face interactive sessions on our engaging platform.

Join our monthly live stream featuring world-renowned Wella Artists for trend-focused, industry-relevant education. Whether you’re a Salon Stylist, Salon Owner, or Independent Hairdresser, choose between live digital or face-to-face interactive sessions on our engaging platform.

Wella Icons fosters a vibrant community of learning and collaboration, encouraging networking and knowledge sharing among our audiences. Access top-tier education to excel as Colourists and Stylists with live demonstrations and finished looks from industry Icons like Brad Baker, HOB for creative cutting, Jordanna Corbella for textured hair tips, and Fergal Doyle for building a substantial social following.

Wella Icons fosters a vibrant community of learning and collaboration, encouraging networking and knowledge sharing among our audiences. Access top-tier education to excel as Colourists and Stylists with live demonstrations and finished looks from industry Icons like Brad Baker, HOB for creative cutting, Jordanna Corbella for textured hair tips, and Fergal Doyle for building a substantial social following.

Don’t miss out on the beginning of an incredible journey with monthly live streams and an ever-expanding library of Industry Icons accessible at your convenience, each session providing a comprehensive 2-hour showcase of expertise. Elevate your skills and creativity with Wella Icons - join our community now at https://patreon.com/WELLAICONS

Don’t miss out on the beginning of an incredible journey with monthly live streams and an ever-expanding library of Industry Icons accessible at your convenience, each session providing a comprehensive 2-hour showcase of expertise. Elevate your skills and creativity with Wella Icons - join our community now at https://patreon.com/WELLAICONS

EDITOR’S LETTER

44

32

JOIN US!

It’s been a tough start to the year for small businesses – new legislation that hit salons and barber shops from 1 January has made its presence felt on cash flow as wages rose. Add to that September’s VAT rate increase, and the extension of the debt warehousing scheme, and you can see why combined these have had what IHF president, Lisa Eccles, has described as a “seismic effect” on the bottom line for many (see page 12).

In this issue, we have two businesses with new Dublin spaces who are thinking different to help ensure success, carefully choosing their locations (a busy shopping centre and a new parking-friendly suburban site) and what they offer (with Boombae, that’s expanding beyond hair). We also look at colour services for the new season (page 34), a great way to bring in those Euros, alongside a chat with social star Tia Lambourn on how to get the best value from your colour education. And with our Salon Smart event this month, our next issue will be stuffed with insight from those at the coal face sharing their experiences on stage. We do have a last few tickets left if you fancy the trip to London…

Amanda Nottage Editorial director

It’s March, so let MWIT begin! Creative HEAD’s Most Wanted and It List awards return for 2024, bringing with them numerous opportunities to get you and your work recognised and rewarded. Uniting the whole hair community, the trophies are lined up for employed, self-employed and freelance professionals. Will you be name-checked in the UK and Ireland’s most coveted competitions?

Let’s go! See from page 26 for details. And there’s just enough time left to secure a place at Salon Smart – the must-attend event for salon and barber shop owners and managers. But hurry, there are only a few tickets remaining. See page 32 and book today. creativeheadmag.com/connect

IN THE KNOW

A SELECTION OF THE ESSENTIALS

IHF survey uncovers ‘grave concerns’ in salons

Rising labour costs, the extension of debt warehousing scheme and the increased VAT rate of 13.5 per cent are among the “grave concerns” highlighted in a survey of Irish Hairdressing Federation (IHF) members.

The research follows recently introduced government policy measures that IHF president, Lisa Eccles, said has had a “seismic effect on many people’s businesses’ bottom lines”.

The biggest burden highlighted is the newly introduced legislation, chie y the increasing entitlement to paid sick leave for employees. In the past two years, ve additional paid sick days have been added.

The VAT rate of 13.5 per cent – up from 9 per cent in September 2023 – continues to cause upset, and the IHF has appealed to government to return it to its lower rate. Increased energy costs and a variety of rising product costs that narrow pro t margins were also concerns. The survey also highlighted members’ commitment to avoiding price increases for its clientele, who are impacted by the rising cost of living.

FASHION WEEK GOES FOR GOLD

LAURA MURPHY FROM The Hair Space in Galway and Aimee O’Sullivan from Hair by AOS were among the Irish stylists working backstage at the A/W24 shows at London Fashion Week. Laura joined Richard Phillipart’s team for the Patrick McDowell show, where the look was inspired by opera divas from the past. Aimee was part of both the Authentic Beauty Concept team (with lead stylist Adam Garland on shows including Eudon Choi and Erdem) and the Schwarzkopf Professional team (with lead stylist Philipp Haug at Helen Anthony). At Mithridate, Johanna Cree Brown for L’Oréal Professionnel Paris gilded models with gold leaf, while Ali Pirzadeh helped Dyson debut its Supersonic r Professional hair dryer at Harris Reed. At Huishan Zhang, Johanna was back for Indola and taking inspiration from ’40s Hitchcock heroines. For more from London Fashion Week visit creativeheadmag.com and follow @creativeheadmag

WATCH IT!

Wella Icons

NEW FROM WELLA PROFESSIONALS, Wella ICONS is a subscription-based education platform that’s been designed to offer a cost-effective and practical way of learning the latest skills, techniques, and trends. You’ll see live content with look and learn sessions, and streamed monthly with some of Wella’s leading artists. Topics include Texture by Jordanna Cobella, Advanced Cutting by Akin Konizi from HOB Salons, Fashion Week Colour from Brad Baker and Social Media Hair by Fergal Doyle. Subscriptions start from €4.50 a month; patreon.com/WELLAICONS

Mithridate

Helen Anthony

Huishan Zhang

Images courtesy of Dyson, Indola, and L’Oréal Professionnel Paris

OPEN FOR ENTRIES!

The L’Oréal Colour Trophy is back for 2024 – might you be taking some silverware home to the salon this June? For details, visit lorealcolourtrophy.ie

Want to see how Mark Sherwood created his 2023 winning look (pictured)? Sign up to our newsletter at creativeheadmag.com/newsletter

YAT team revealed

The 2024 Schwarzkopf Professional Young Artistic Team has been revealed! The lucky members are (pictured above, from left): Emma Thomber, Gypsy Rose Hair; Daniel Joy, Haug London Haus; Sophie Kinloch, Rainbow Room International; Max Andrea, Claxton Hair; Georgina Bradshaw, Hooker & Young; Corey Crosby, Kevin Kahan; and Olivia Brady, The Honey Comb.

Robert Chambers Academy celebrates

Dublin’s Robert Chambers Hairdressing Academy is celebrating 40 years in education as its class of 2023 graduates from its Advanced Diploma in Hairdressing. Students graduated with greater skills in precision cutting, colour theory, application – and a focus on creating looks that honour and accentuate each individual client. All academy courses for 2024 are sold out, but courses for April 2025 are currently enrolling.

and ambassador for

Milano Professional

Everybody’s talking about… THE MOST WANTED AND IT LIST AWARDS

Creative HEAD’s search for unique, inspirational British and Irish hairdressing talent is back! The Most Wanted and It List awards span creativity, business, sustainability, service, innovation and more – with categories suiting employed, selfemployed and freelance hair professionals from

all corners of the industry. This is about more than just an award; both competitions offer the opportunity to re ect on your whole career journey, celebrate your successes and take stock of your future. And winning unlocks doors! You’ve got until 13 May to enter – good luck! creativeheadmag. com/connect

In an industry that is 87 per cent female, menopause symptoms can have a real impact on salon life. That’s where The Mellow Patch Company might be able to offer some assistance, with its Meno Relief patches. Each patch works for 24 hours, and contains a blend of ingredients designed to provide a little relief from symptoms that can dampen your day. themellowpatchcompany.com

Chris Doyle, owner of Instaco Hair in Belfast, has been revealed as a digital advocate

ALFAPARF

We’re heading to the coast with Davines and its hair art director, Tom Connell. He’s helped develop the new Dry Wax Finishing Spray from the More Inside line for effortless undone waves with natural de nition.

RRP €25.75 uk.davines.com

The revamped Chroma ID Colour Masks from Schwarzkopf Professional offer total colour exibility, with super caring formulas boosted with integrated Bonding Technology that last 15 washes. You can also mix bespoke at-home treatments for clients, too!

In-salon service; at-home mask RRP €33.95

schwarzkopfpro.com

Women hate dull hair colour. Deliver shades that are three-times shinier with new Dia Color from L’Oréal Professionnel Paris, the demi-permanent made with up to 91 per cent natural origin ingredients and no ammonia.

In-salon service

ie.lorealpartnershop.com

Could this be the holy grail of hair styling?

New from ghd, chronos is a HD motion-responsive styler that’s three-times faster, delivering 85 per cent more shine, two-times less frizz and up to three-times more breakage protection. When results are that fast, think how much more time you’ll have for more clients…

RRP €329 ghdhair.com

You get so much more with revamped IGORA Vibrance from Schwarzkopf Professional. With four new natural and eight new blonde pastel shades, an extra dollop of care thanks to the new FIBREBOND Technology added to all blonde toners, and more packaging designed to be fully recyclable, IGORA Vibrance is perfect for every hair type.

In-salon service schwarzkopfpro.com/vibrance

Get zesty with Alter Ego Technofruit Color, an innovative Italian permanent colour with 111 nuances. It’s PPD free and, thanks to its unique Keratin Delivery System, you’ll see maximum colour hold and colour brilliance! In-salon service kreativesalonsupplies.com

INDOLA is relaunching Color Style Mousse, and it’s a gamechanger. We’re talking zero sticky residue, and you can leave it in for an instant tint or rinse it off for a more intense colour. Perfect for refreshing, toning and neutralising in-salon services, and to retail for at-home maintenance. There’s also a new shade (Dark Ash) joining the 15-shade portfolio.

RRP €12.55

indola.co.uk

STOCK IT!

LAUNCHES AND INNOVATIONS READY TO HIT YOUR SALON SHELVES

New from Clean Beauty from Paul Mitchell is the brilliant Color Depositing Treatment, with ve shades to select from: cayenne, cinnamon, vanilla, cocoa and truf e, as well as a clear shine as an enhancing treatment gloss. And packs are made from 95 per cent post-consumer recycled aluminium.

RRP €22.10

salon-success.co.uk

Looking for intensive yet gentle cleansing? ALFAPARF Milano Professional has you covered with Detoxifying Low Shampoo, new to the Semi Di Lino Sublime Detox range. Its vegan and biodegradable formula also includes Urban Defence Pro, an anti-pollution shield.

RRP €15.75 xpertprofessional.ie

the

Lighter, smaller and faster, the Dyson Supersonic r Professional Hair Dryer is just for pros, offering high precision and clever tech, such as sensors in the attachments that communicate with the dryer to deliver the ideal air ow and temperature. Join the waiting list at dyson.co.uk/hair-care

to deliver the ideal air ow

RRP from €31.80 ie.lorealpartnershop.com

Inspired by Shades EQ, Redken unveils the at-home Acidic Color Gloss range. The hero is undoubtedly the Activated Glass Gloss Treatment, a revolutionary at-home pro strength glossing treatment that deeply conditions and adds salon-like shine that lasts up to three days.

THE FACES

THE FACES

THE PEOPLE IN ACTION

What Would Bridget Haren Do?

The founder of Bridget Haren Hair & Beauty explains how she has created the perfect formula for upskilling apprentices

THE CHALLENGE OF taking on a hairdresser apprentice is multi-faceted, from finding the right mentor to ensuring the apprentice receives comprehensive training. In our salon, the initial hurdle was determining who would train the apprentices. We addressed this by appointing mentors within the salon, with each mentor assigned modules based on their expertise.

Careful consideration during the hiring process is crucial, as committing resources to an individual requires confidence in their long-term fit within the salon. To overcome this challenge, we fostered relationships with the local Education and Training Boards (ETB) and colleges. Collaborating with them helped us identify apprentices who were aligned with our salon’s ethos. For clarity, we mapped out a threeyear training plan to align with the National Apprenticeship programme. We integrate ALFAPARF Milano Professional training, insalon training twice a week, college classes and external industry expert training. Clear guidelines and milestones were set for each stage, allowing apprentices to progress through their career journey with structured support. We follow on with continuous professional

development plans after completion, focusing on their career goals.

To make external training feasible, we collaborated with Image SkillNet and some of our brands to receive part or full funding for the courses. Incentivising apprentices with the opportunity to take appointments after completing training stages has proved effective. This approach accelerated their on-floor experience and helped them build a client base. We also incorporate elements beyond technical skills, such as participation in shoots and competitions. We also give them training on social media skills, which is integral to success.

Approaching the challenge with a focus on supporting, inspiring, and encouraging the next generation of hairdressers has allowed us to build a loyal team of highly trained stylists that contributes to the longterm success of our salon.

@bridgetharenhairandbeauty

WHAT MADE ME JODIE QUINN

House of Colour, @houseofcolour

Taking part in the Wella TrendVision Award has taught me a lot about myself, my skills and where I need to improve. Most importantly, it has taught me the determination needed to succeed. Having made it to the final three years in a row, I feel this competition has really made me the hair professional I am today.

I count myself lucky to have an incredible team in House of Colour who constantly push me to succeed and never give up, no

matter how hard it gets. For me, Monday 25 September 2023 is when it all fell into place. I was calm and ready to create my Colour Visionary look. I had four hours, but this pressure was something I had already experienced. Everything went to plan, prelightening and toning to create my distorted barcode style. The model’s clothes were from Irish designer Colin Horgan and they just suited the overall look perfectly. My result was the last of the night, which is always a long wait. However, it was worth the wait to be called up as the Colour Visionary Gold winner. At that moment, there was silence and the next thing I knew I was on stage being handed the trophy. Becoming a Wella TrendVision Award Gold winner is a dream come true! I don't think It will ever sink in that I’ve won such a big award!

A DAY OF WORK/LIFE BALANCE FOR CATHERINE MCELLIGOTT THE HAIR SHOP, DUNDALK @THEHAIRSHOPDUNDALK

I GET UP AT: 5:30am every day and go for my run, then I usually land in the salon for 7:30am as I like to be early so I can have a coffee (or two) and relax before I take on the world.

MY WORK WARDROBE CONSISTS OF: Anything that is likely to make me look skinnier than I am – and always comfy shoes!

MY JOB ENTAILS:

proud owner and senior stylist of The Hair Shop in Dundalk and I am responsible for all aspects of my business. I also own and run a very busy salon retail online store called Tresseaporter.ie.

MY DAY CONSISTS OF: No two days are the same, every client is a new challenge, with individual needs and wants.

MY FAVOURITE WORK TOOL IS: The Curve-O cutting comb – when it goes missing there is all-out war! I simply cannot live without it. The L’Oréal Professionnel Paris SteamPod 4 is another favourite. I like the dual-sided heated plates for faster and easier curl styling. Whatever I’m working on, I always go back to L’Oréal Professionnel Paris TECNI.Art Pli as it’s so versatile!

MY SPOTIFY PLAYLIST INCLUDES: My interest in music is broad but in the salon I love artists such as Emily Vu, Paris

WHEN I GET STUCK: I stand back and take a long hard look at my overall options. If that fails me, I crack open a bar of Butlers Drumshanbo Gunpowder Irish Gin avoured chocolate.

THE HABIT I NEED TO BREAK IS: Gunpowder Irish Gin avoured chocolate!

THE MISTAKE I LEARNT THE MOST

Forgetting to leave time for myself. I always work hard on pleasing everybody and making sure they are well looked after, but by not looking after me, I was running out of energy for everyone else.

THE ADVICE I’M GLAD I IGNORED: Never stick to the map, because it’s incredible what you can discover when you let yourself get a little lost.

MY BIGGEST INDULGENCE IS: Without question shoes. I have far too many, but I just don’t care.

AFTER WORK I LIKE TO: Get outdoors, power down and walk my beautiful dog, Stella.

I DECOMPRESS BY: Getting into my lovely garden. Nothing brings me more peace.

THE PLACES

3 DEGREES HAIR & BEAUTY, CORK

@3degreeshairdesign

This stunner of a salon is the second location from the Murphy sisters Ciara, Estelle and Hayley. Their rst, based in Blackpool, has also enjoyed a makeover as both become hair extension destinations as the trio unveils its own extensions brand. In Cork city, this chocolate and cream confection is a haven for heavenly hair. Thanks to Richard Barry, salon furniture specialist at Xpert Professional, the Murphys’ vision has been realised, with chairs, styling stations and wash units by Welonda, and make-up, pedicure and manicure equipment by Pahi. With the motto ‘life’s too short to have boring hair’, this is a space that ticks all the service boxes; great hair is a given, and you can get massages, a transformation with a make-up artist, a brilliant brow and the perfect piercing. “We love nothing more than helping make clients look and feel fabulous,” say the sisters. Gorgeousness in triplicate! ALL

@crawfordartgallery

Visitors to All Eyes on Us are scrutinised by the eyes found in 75 portraits from Crawford Art Gallery’s collection. The Cork exhibit asks what happens when we return their gaze? The exhibition closes on 24 March.

@nyxhoteldublin

The capital’s hottest new hotel – pronounced ‘nix’ – has an open-plan lobby, bar and restaurant packed with street art, an inspirational place for meetings. We love the birds’ nest-style booths.

Roy Keane portrait by M MacLeod

Pro colour services are on the rise, with four out of 10 women1 now getting their hair coloured professionally. However salon visits are still not back to where they were pre-Covid.

We know as pros that getting your hair done can have such a positive impact on happiness and emotional wellbeing; and we love to provide this service to our clients.

So, the question on our lips should be - how do we get these clients back into the salon more often for this experience? Let’s look at what’s really concerning clients, and the new player is dullness.

Did you know that 63 per cent of women are unhappy with their hair colour2 with dull hair identified as the main reason. Clients want to eliminate dullness and have healthy, shiny hair. #DullHair is dominating social media conversations and continues to grow!

You can solve clients’ dull dilemmas and help them head into spring with a gorgeous new colour that gives beautiful shine to banish the dullness away…

L’Oréal Professionnel

Paris has something exciting to reveal…

Model wears Dia Color 5

Model wears Dia Color 7.44

Dia Color – A new era for demi-permanent hair colour

We know what clients want. Take a look at social media and you’ll see the buzziest of searches – #ShinyHair, #GlossyHair, #GlassHair – clients are actively hunting for the secrets to the shiniest hair that is glazed and gorgeous, and you could hold the solution…

Something special this way comes! The sleeping beauty of Dia Richesse has reawakened as the new (and utterly beautiful) Dia Color. This is a new era in demi-permanent colour, delivering you everything you need to ensure hair is dazzling, not dull. With up to 91 per cent natural origin ingredients1 and no ammonia,2 Dia Color gifts you high gloss colour that’s gorgeous. It empowers your services with up to 70 per cent grey coverage3 and 100 per

cent true-to-tone natural re ects that shimmer with health. You’ll be stunned by the shine, too – we’re talking three times shinier,4 ensuring dull, drab hair is but a distant memory.

This is THE perfect conversation starter with those clients obsessed with glass-like shine, and for those who have been nervous about trying professional hair colour before. If you’re looking to recruit more colour clients, see Dia Color as the tool to tempt them into your chair!

And you get even more to play with, as Dia Color’s tube is 20 per cent bigger than a tube of Dia Richesse. More luminosity, more natural-looking results… solving dull hair just got a whole lot more magical!

Before

Want new colour clients?

Dia Color has you covered!

Clients hate dull hair… but some are too scared to try professional colour in the rst place. L’Oréal Professionnel Paris has your back, with the solutions to their concerns. Let’s start spreading the shine!

Forget… excess damage

This is a biggie with clients, but with Dia Color’s low sensitisation with soft develop, there’s less fear of damage.

Forget… commitment

Lots of clients are put off the idea of that constant cycle of regular colour. Dia Color fades fabulously and naturally, without any banding.

Forget… fake-looking finishes

Not on Dia Color’s watch! You’ll see 100 per cent natural re ects, with up to one level of lift. Their hair will look oh-so fabulous; fake is not an option!

Forget… dry-looking hair

Clients are thirsty for beautiful hair, but not at the expense of how it looks. Wave goodbye to the dry with a formula that’s up to 91 per cent natural origin ingredients,1 including superquenching shea butter.

Model wears Dia Color 6.60

The colour creator

Trevor Sorbie creative director, Giuseppe Stelitano, is very good at keeping a secret – he helped shape the new Dia Color more than two years ago and kept it under wraps! Now he explains how a clandestine trip to Paris delivered this next generation colour…

How did your involvement with Dia Color come about?

I’ve been so good because I’ve been keeping the secret for more than two years! I received an email from the UK team at L’Oréal Professionnel Paris inviting me to Paris for a global meeting. They said: ‘There’s an exciting colour development project, would you be interested in it?’ Well, of course I said yes!

They didn’t share much in the beginning. When I arrived in Paris, there was myself, a stylist from San Diego and another from Seoul. We met and thought, ‘What's going on?’ It was almost like they were teasing us. The team wanted to ask us lots of questions straight away. They asked us what did we think about Dia Richesse, how could it be improved?

I was honest. Lots of colourists here love it, please don’t change it too much! But that was a key moment, I really felt connected with the brand, because all the scientists and product development team, so many different people that I’d never worked before… and they were listening to us. We felt truly heard.

Did you then get to play with the new Dia Color?

Before we even got our hands on the products and the prototypes, we had to design our own palette. That was the fun part! We were divided in three groups, each with marketing people and a scientist supporting us, but we stylists were the ones in charge, they wanted our input.

We were asked questions such as, ‘What would you be your ideal palette?’ I thought, ‘It’s an amazing product but we need vibrancy, and give me a 7.44, a really bright copper, give me something to neutralise’. It was so interesting, and it actually happened because in the new range of 39 shades, you’ve really got the vibrancy.

The next day, we moved to the academy, and tried the prototype. It was still a work in progress, we only had few shades available. We worked on some models so we could check consistency, the fragrance, see how it was working. It was a great

rst impression. Then we were working with the product packaging team, sharing input about how the packaging could be improved. It was funny because they brought us all the old versions from the archive, and the rst version when it launched was in an aerosol!

Last summer I did some more testing, with the stylist from San Diego and one from Brazil. You could see the improvements in consistency when we tried it on the models, it worked so well.

Now that it’s nally here, what do you love about the new Dia Color?

It’s really improved from Dia Richesse, but it hasn’t been completely changed. It’s still the amazing product you love, but better. You’ve got incredible shine, that vibrancy I wanted.

The fragrance is improved, it’s more delicate and neutral, and on clients I’ve tried it on they’ve mentioned that too, and much less sensitivity. It’s developed with 91 per cent natural origin ingredients,1 and it shows in the experience. But it’s still an incredible colour performance.

Also, the tubes are bigger – 60g compared with 50g – so it lasts longer. And the consistency is nice and rich, it isn’t runny or too liquid, you don't have any mess or collar stains. And I’m looking forward to trying all the coppers and reds.

Which clients will Dia Color suit?

It’s great for those with rst greys, but it’s so versatile. I use it on clients with 100 per cent grey too, those who don’t want a heavy nish but something softer. There’s a natural translucency.

But you can target a younger generation too, those who see a trend such as cherry cola right now. Before, you might need to use something permanent and heavy. Now, with Dia Color, I can create something bespoke for a trend, and then in three or four months they will change their look, and I can do it easily without compromising the hair.

Before

“New Dia Color is innovative, it’s perfectly balanced between the needs of the professional and the client… and it performs!”

Giuseppe Stelitano artistic director Trevor Sorbie @giuseppebstelitano

Available March

Upskill with the experts

Online

Go-to Guides: Your social feed curated by a topic!

These short, express micro-learnings are designed to get you the information you need – and fast. Led by pro experts, they’re based on real life scenarios or conversations regularly had in the backroom –find them at lorealaccess.com

BOLD MIXOLOGY

Mark Sherwood @sherwoodhair

Zeba Hairdressing

A quick reference guide for bleaching and toning hair. Includes ideas for gloss formulas and tips to help troubleshooting.

Marlon Hawkins @marlonjhawkins

Brooks & Brooks

Want some ideas on how to be bold and experiment with colour? Marlon shares a formula palette and some quick videos showing bold placement ideas.

UTILISING GREY

Nancy Stripe @nancystripecolour

Stripe Colour Studio

A guide for when clients want to keep their grey (or some of it). Nancy walks you through client language and two scenarios: light highlighted and dark lowlighted.

Hands-on sessions

Running from March to May in venues across the UK and Ireland, these three-hour sessions are open to all levels and a great opportunity to try out new Dia Color. Led by a L’Oréal Professionnel Paris educator, sessions take place either morning or afternoon and are fully interactive and hands-on. Keep an eye out for sessions in your region at lorealaccess.com

Online:

Tone-on-Tone Essentials

This ultra-popular course is basically a one-stop shop for all things Dia Color and Dia Light. Discover the benefits of the range, learn how to use it and get expert guidance on application techniques. Then download the handy reference guide to your phone as a quick reminder about shades, mixing grey coverage rules and more. You’ll find this online at lorealaccess.com

Available April

DIMENSIONAL RESET

Danielle Louis

@dan_diggaz_hair

Headmasters

A simple guide to breaking up colour that is blocky or needs dimension to pop. Danielle shares a bank of tips and tricks.

ELEVATING BRUNETTES

Robert Eaton

@robertjeaton

Russell Eaton

Robert shares how he plans placement, formulas and sectioning patterns for creating expensive-looking brunettes.

BALAYAGE SHADOW BLENDING

Siobhán Jones

@siobhanjoneshair

Siobhán Jones Studio

Three different techniques for creating different root effects for your balayage, and when to use them.

happy people

from L’Oréal Professionnel Paris!

It leaves hair feeling so and lightweight.”

Marlon Hawkins @marlonjhawkins

“The tones are much stronger and truer. The .1s and the .2s are going to be staples in my toolkit because I do a lot of naturalising and neutralising. For brunettes who are on a base 5 and struggling with red, the 5.71 is fantastic.”

Nancy Stripe @nancystripecolour

“I love the new Dia Color because the consistency is really easy to use. It’s super-creamy, which makes melting or blurring really easy. And the shine you achieve is out of this world!”

Siobhán Jones @siobhanjoneshair

Dia Color is available NOW in 39 beautiful shades, to give your clients the shine they crave. Discover more about new Dia Color from L’Oréal Professionnel Paris and buy it direct at lorealpartnershop.com

First HEAD

With a thriving salon group in the English Midlands, Sally Montague understands the importance of looking after her mental health, and that of her team across seven locations. Here’s how she does it, with a little help from Head Up by L’Oréal Professionnel Paris

Creative HEAD: Is it hard as a salon owner to take on the concerns and worries of your staff?

Sally Montague: It is – you must run the business well for the sake of everyone. It’s dif cult to also take on additional concerns and worries, especially when you have a big team separated over seven locations. This has become more prevalent since the pandemic. In the second lockdown we put a much bigger focus on our team’s mental wellbeing, talking more openly and bringing in a positivity and health coach to share tips and ideas.

CH: How do you support each other at Sally Montague?

SM: We actively avoid gossip and drama of any kind, something we openly discuss from a new team member’s induction. Our approach is always evolving but we have a focus on ensuring that the team is equipped to deal with challenging situations in the salon. For example, at our last team meeting I presented how to use mindfulness and visualisation techniques to deal with dif cult clients. These were techniques that I have been using for years and I was really pleased by the reaction from the team.

CH: How do you ensure everyone feels cared for in your team?

SM: By creating a happy atmosphere and treating everyone as an individual. Everybody has good and bad days, and we need to work through them together, as calmly as possible. You also never know

what situation someone has at home. I know from personal experience that sometimes it’s good to go the salon and feel like you’re leaving your concerns at the door, almost like you’re on stage. Then, by the end of the day, you have been away from that problem for a few hours and given yourself a break!

CH: How would you advise others to use Head Up?

SM: It’s fantastic that L’Oréal Professionnel Paris is providing this training. I’d advise everyone to complete the Head Up Keys courses on Access and discuss it as a team, so that everyone can recognise mental health concerns and build resilience.

CH: How do you manage the many pressures of a busy salon?

SM: I do yoga every morning; this a much calmer way to start the day and gives me focus. I genuinely believe that this makes me a kinder person and forces me to slow down. We also decided to close on Sundays. It was always a busy day but it’s important to have a day without the pressure of clients.

GET CONFIDENT IN COLOUR

NURTURING BRILLIANT COLOURISTS SINCE 1998, COLOUR SPECIALIST FROM L’ORÉAL PROFESSIONNEL PARIS IS ROCKET FUEL FOR YOUR COLOUR CONFIDENCE. THIS IS HOW THE ICONIC PROGRAMME CHANGED THE CAREERS, AND THE BUSINESSES, OF THESE SALON PROS

WHAT

YOU NEED TO KNOW

WHAT IS COLOUR SPECIALIST?

This iconic course is completed over 15 days across three months, giving you the ultimate in colour knowledge to thrill every colour client! All this is taught from the L’Oréal Academies and regional hubs, and has recently been remastered to ensure it’s accessible to all learning styles. And that’s not all – you also have continued online support including a podcast with the king of balayage himself, Jack Howard.

WHAT’S INCLUDED?

You’ll cover: best practice and health & safety; the science of hair and skin, distribution of pigment; consultation, social media, white hair, specialist lightening, colour change lightening, colour change darkening and balayage.

WHAT DO I NEED TO START?

You’ll have completed Colour Keys 1 and Colour Keys 2 plus the Colour Specialist Pre-Assessment

WHAT’S THE PRICE?

€4,150 WHERE CAN I LEARN?

Dublin

EILEEN O’DONOVAN, THE EDGE HAIR DESIGN, CORK

“IT’S

INCREASED OUR REVENUE.

I CAN TAILOR SERVICES TO SPECIFIC

NEEDS”

Why did you decide to invest in Colour Specialist for members of your team Callum and Ellie [pictured below]?

This education is not just how to apply colour. It’s about the whole process, it gets right into the nitty-gritty. It makes you stronger, more knowledgeable, and it gives you a lot more con dence. It gives me specialists in the salon and it’s increased our revenue. I can tailor services to speci c needs; for example, they do more colour corrections, which boosts the bill.

What impact has it had on the team?

My Colour Specialists are more con dent when other team members ask a question; they’re giving better diagnoses, better explanations because they have more knowledge now. Young stylists sometimes question themselves; now there’s a lot more con dence in the team. They’re now bouncing ideas off each other, they’re hearing about new trends, they’re privy to new launches rst. It’s so valuable.

And there’s even a graduation ceremony…

What an amazing experience for every hairdresser there. It’s very emotional. You’ve taken them on the journey from the beginning, when they couldn’t even hold a brush properly, and then there they are as Colour Specialists! Hard work and dedication gets them there, and support from the salon owner, making sure they get what they need. The more education you can get and the more you dedicate yourself to hairdressing, the bigger the rewards.

NATHAN WALKER, TREVOR SORBIE

“YOU’RE LIVING AND BREATHING COLOUR. I FOUND THAT EXHILARATING.”

Why did Colour Specialist appeal to you?

I’m a mix of creative and technical, so I love the technology and science. I believe that can help you achieve greater creativity. I was keen to know exactly what I was working with, to understand better the impact of colour on hair, the limitations, and of course, as somebody with that creative bent, I thought: ‘If I know all the rules, I can break them!’ There’s so much information and theory to absorb, then putting it into practice in the real salon. You’re living and breathing colour. I found that exhilarating.

You completed the programme in 2001. What has been the impact on your career?

It’s the con dence of having a greater insight and knowledge, a greater understanding. It removes so much fear. Knowing what’s going to happen makes the work more rewarding and enjoyable. We’ve all known that hairdresser, sitting with their ngers crossed, hoping it was going to come out right! But when you know how it’s going to come out, the fear is gone.

As a L’Oréal Colour Trophy judge, what’s different about the Colour Specialist award?

With that category, there’s got to be a degree of change. You’ve already got that curiosity, you’re excited by the possibilities colour can offer… and this allows us to showcase our skills, our talents, and our knowledge.

WE JUST THOUGHT, ‘LET’S GO FOR IT!’

At Boombae, clients can get their hair done, their body hair lasered, their teeth whitened and plenty more besides – and with its out-of-town location, they don’t even have to pay for parking. Creative HEAD Ireland visits the cool and quirky ‘glam pad’ at its brand-new location in Hamilton Gardens, Dublin

This is a tale about fate, time, and love. When Carley Jones met Ciara Styles by chance in a bar on holiday, little did they know that within a few short years they’d be married, parents to a toddler called Tiger, and opening their second – and Dublin’s biggest – salon together. At 4,000 sq ft, the new Boombae in Hamilton Gardens is a ‘glam pad’ with a difference – a stylish pink-and-grey space offering a vast array of hair and beauty services – and coincidentally just around the corner from where Ciara (now Jones, and Kia in the salon) grew up.

It’s a significant step up from the original Boombae, which the duo opened in the Trafford area of Manchester in 2019 on a limited budget. But two key learnings they made back then have informed decision-making around this new business. First, an out-of-town location not only helps avoid killer rents but also brings other benefits, such as free parking for clients (Hamilton Gardens is a new apartment complex 3km from Dublin city centre, meaning 1,000 residents – aka potential clients – live right on Boombae’s doorstep). And second, why just offer hair when you can offer so much more?

“Our Manchester salon had two treatments rooms, where we offered laser hair removal and facials,” says Carley. “And they were so popular I ended up persuading Ciara that we should buy a laser hair removal machine and create a separate brand, the Laser Club, which has now expanded into more sites across the UK. We also created our own hair extensions range, Kia Knots, which has been really popular. So, now Boombae in Dublin not only has a gorgeous salon and a Laser Club of its own, but also three lovely treatment rooms and a teeth whitening area. And everything marries together nicely because when someone’s getting their hair done, they’re in the salon for a good three hours – even longer if they’re an extensions client – so they’re sat there thinking, ‘What else can I have done? Can I have a patch test for hair removal?’ And the answer is, ‘Yes of course you can!’”

While Ciara takes care of all things ‘hair’ – she had worked at Robert Chambers for 12 years before that fateful holiday meeting – Carley draws on her years of experience in high-level call centres to drive the business forward. She’s a big advocate of Google, Facebook, and Instagram marketing (“I taught myself and still attend all the workshops they do to make sure I’m up to date”) and has just taken on their first PR agency to help build awareness (she’s already eyeing up a Boombae in Los Angeles…).

Getting the clients in is one thing; keeping them happy is another – and one thing both Carley and Ciara agree on is that they want Boombae to offer the ultimate welcome. “When I was younger, I remember going to the salon as not always a great experience,” admits Carley. “People often stood looking me up and down, and there wasn’t a nice welcome or anything. At Boombae everyone gets a hug when they walk in. We don’t judge. Anyone is welcome into our salons – trackies, dressed up, dressed down, swimsuit, who cares?”

THE HOUSE THAT COLOUR BUILT

A new salon, a new academy home and a fresh eye on education – 2024 has started with a bang for Dublin’s House of Colour and its founder, David Campbell

It’s been a busy start to the year for House of Colour. It recently unveiled a new 2,000 sq ft salon in Jervis Street shopping centre in Dublin, a premium spot in one of the busiest centres in Ireland, led by manager Jenny McGauran with a team of 10. The salon will also host the brand’s relocated city centre academy as its focus turns on evolving its education…

For David Campbell, House of Colour’s founder, one missing piece he spotted in his own team was confidence in short hair cutting. “With the majority of guests having long hair, short hair cutting, bespoke cutting and razor cutting has become something that a whole generation of hairdressers haven’t had the opportunity to master,” he explains. He has since relaunched House of Colour cutting education with a focus on shorter hair, upskilling his staff and potentially opening salon services to new customers, too.

“We had a lot of salons referring guests to us because they couldn’t do short haircuts,” he explains. Since the pandemic, customers want time-efficient appointments. Things have changed for stylists too, who are trying to keep up their income while a cost-of-living crisis hits. At House of Colour, his senior team have launched a new service that helps both. The colour taster menu offers guests a selection of different tones clients can use on their hair each visit, such as

“We then launched the education,” he says. “The whole idea is short, quick, and easy techniques that can benefit the stylist and ensure they maximise profit.” The menu itself, with its sensory appeal and fun names, is reminiscent of a cocktail menu and is intentionally aimed at Millennials. “In our industry, we often do things in ways that other hairdressers recognise but guests don’t,” he admits. “Whereas if we can use guest terminology, it makes things a lot easier.”

Aside from upskilling staff and offering clients new, exciting and accessible treatment options, House of Colour is helping other salons make 2024 their best year yet. There’s short hair cutting education via Zoom that other owners can integrate into their salon, which includes a cutting manual covering four essential short haircuts and the history of the style back to the 1920s.

For those wanting more one-to-one support, House of Colour has two academies in Dublin to choose from. There’s also Salon Edge, a salon owner coaching business created by David, based on his decades of experience. Those that sign up receive a two-hour one-to-one Zoom session every week with mentors and end up with their own ‘salon bible’ based on the modules they cover, which includes all aspects of running a salon.

the appealing Strawberry Blush, Coco Lite, Vanilla Swirl, Honey Comb and Rose Brown Twist.

MOST WANTED AND THE IT LIST

CREATIVE HEAD’S SEARCH FOR UNIQUE, INSPIRING HAIR TALENTS ACROSS THE UK AND IRELAND IS BACK! WITH 16 MOST WANTED AWARDS AND SIX PLACES ON THE IT LIST, THERE’S EVERY OPPORTUNITY TO HAVE YOUR SKILLS RECOGNISED.

COULD YOU BE ONE OF OUR 2024 WINNERS?

MORE THAN AN AWARD

UNITING THE WHOLE HAIR COMMUNITY

EMERGING FACES, FUTURE ICONS

THE FUTURE LOOKS BRIGHT

OPEN TO THE OWNERS AND EMPLOYEES OF SALONS/BARBER SHOPS, AS WELL AS SELF-EMPLOYED AND FREELANCE HAIR PROFESSIONALS, BASED IN THE UK AND IRELAND

2024 CATEGORIES

AWARD FOR INNOVATION

Rewarding the creation of an original initiative, product, or service, benefitting hair professionals and/or the industry at large

Sponsored by

BEST SALON TEAM

Rewarding teamwork at its best

Sponsored by

BEST CLIENT EXPERIENCE

Rewarding outstanding customer service

BEST LOCAL SALON

Rewarding a salon at the heart of its community

Sponsored by

BUSINESS THINKER

Rewarding an owner or a director demonstrating a fresh approach to business

Sponsored by

EDUCATION EXPERT

Rewarding exceptional hairdressing education

Sponsored by

HAIR TREND

Rewarding the best trend-led image of the year

Sponsored by

SUSTAINABILITY HERO

Rewarding a business owner championing a greener way to work

Sponsored by

TEXTURE EXPERT

Rewarding stand-out work in textured hair

Sponsored by

Sponsored by

COLOUR EXPERT

Rewarding a colourist demonstrating brilliant skill and vision

Sponsored by

BEST NEW SALON

Rewarding a new or revamped space with a unique sense of style

Sponsored by

CREATIVE TALENT

Rewarding an art director or a senior team member leading the creative direction of the business

Sponsored by

INDEPENDENT STYLIST

Rewarding a freelance hair professional with a first-class profile

Sponsored by

SESSION STYLIST

Rewarding the most exciting hair professional working in fashion

Sponsored by

MEN’S HAIR SPECIALIST

Rewarding trailblazing work in men’s hair

Sponsored by

HAIR ICON

Rewarding the most influential hair professional of 2024

Sponsored by

FOR AGED 30 AND UNDER

2024 CATEGORIES

THE BUSINESS BUILDER

For the brains behind a brilliant business

THE SALON STYLIST

For stand-out skills behind the chair

THE EDITORIAL STYLIST

For a stylist making waves on set

THE RISING STAR

For an impressive and fast-improving salon assistant

THE VISIONARY

For head-turning creativity

THE ONE TO WATCH

For an outstanding hair talent demonstrating all-round excellence

EXCLUSIVELY SPONSORED BY

DEADLINE FOR ENTRIES 9PM, MONDAY 13 MAY

FINALISTS ANNOUNCED FRIDAY 14 JUNE

GRAND FINAL MONDAY 2 SEPTEMBER

Colour by Siobhán Jones

The S/S24 Colour Report

New season = new inspiration, innovation and opportunity. Let’s dive in…

THE PHARMACIST WILL SEE YOU NOW

You love to colour, to put that broad grin on your client’s face… but you need the best foundation to work with. That’s why Kopper Hair Salon’s ‘Hair Pharmacy’ service is back by popular demand at the Cork salon. Founder Sabrina Hill and her team aim to heal, nourish and revitalise hair back to peak condition, in part to help give them that base to get playful with colour.

Irish water and previous chemical processing often have an impact on delivering the colour results clients wanted, explains Sabrina. “When we start having chats with clients about going for any bigger changes coming into the warmer months – clients do like to lighten their hair – we will recommend that we make a plan a week or two prior to their colour appointment and prescribe them the best treatments to prep their hair for colouring at home.”

HOW CAN YOU BOOST YOUR BILL IN S/S24?

One answer is Lightener Tipping, which is “the perfect chance to add this service to your bill”, says Siobhán Jones, founder of Siobhán Jones Studio and global ambassador for L’Oréal Professionnel Paris. Applied by lightening already lightened ends between your foils in a freehand method, this will brighten the ends gently as it will be open air.

Eyes on the prize(s)

We’re about to hit colour competition time – could you be the one taking home a trophy?

L’Oréal Colour Trophy

The iconic contest with a laser focus on editorially stunning colour is back and delivers opportunities to all, from the newest talents to the Colour Specialist professionals. lorealcolourtrophy.ie

Most Wanted Colour Expert

The Most Wanted awards are now open for entries, and the hotly contested Colour Expert award is looking for pros demonstrating brilliant skill and vision. It could be you! creativeheadmag.com/ mostwanted

Wella TrendVision Award

The legendary competition offers a plethora of categories to get your colour brilliance on. Which will you choose? Open for entries this spring, follow @wellaprofessionalsuki for more information

Takeaway hero: the colour depositing conditioner

Clients are always desperate to keep that colour looking fresh and fabulous between appointments, and there’s a new generation of colour depositing goodies that will tick the box and help boost your retail, too

Revamped and better than ever, Color Style Mousse from INDOLA delivers instant tint or rinse it off for a more intense colour, all without a sticky residue and in 15 shades.

RRP €12.55 indola.co.uk

Customise shades for at-home refreshing with CHROMA ID from Schwarzkopf Professional. You can create up to 30 pre-defined mixes – just fill the empty jar with the mix and stick the ready-to-use ingredients label onto the lid!

RRP €33.95

schwarzkopfpro.com

Color Depositing Treatment from Paul Mitchell’s Clean Beauty line ticks the shadeboost box – cayenne, cocoa, cinnamon, vanilla, truffle, and a clear shine are on the menu.

salon-success.co.uk

With seven shades to choose from, the Moroccanoil Color Depositing Masks deposit pure pigments while deeply conditioning. Available in 30ml sachets to try, too. RRP €33.85 for 200ml xpertprofessional.ie

Kopper Hair Salon

GIMME MORE!

For explorers, creators, artisans, this is the infinite colour palette you need to get your hands on. Get MORE from the ever-evolving, better than ever IGORA Vibrance from your #partnerincraft Schwarzkopf Professional

HAIR BY by Aleksandar Dramicanin (@aleksandar_dramicanin) – Schwarzkopf Professional ambassador, Serbia

CHANGE IS GOOD!

One thing you can rely on from your clients: they will always want change. And as their demands and tastes evolve, you need to be right there with all the answers.

That requires having the tools you can rely on to bring your artistry to life. On the menu right now? Clients want vibrant colour without the commitment, so they’re free to keep trying new looks… and all without the fear of damage. With new IGORA Vibrance from Schwarzkopf Professional, you can deliver all that and MORE…

Thanks to its ammonia-free liquid formula – that can transform into a gel or a cream – IGORA Vibrance has always enabled hair pros to do more for their clients, regardless of hair type: this is a colour that also works beautifully on wavy, curly and coily hair, preserving curl pattern and bounce while keeping the moisture balance and adding shine. But now there’s even more for you to work with: more services, more shades, more care and more sustainability than before, while still providing the same trusted performance.

And there’s (even) more! In addition to the existing Moisture Protecting Complex with AQUAXYL, all IGORA Vibrance blonde toners now contain FIBREBOND Technology, which reduces hair breakage by protecting hair from deep within. This powerful combination of actives deeply penetrates the hair during the oxidative process, protecting the hair bonds to maintain the hair’s strength and elasticity. IGORA blondes have never looked healthier!

SO MUCH MORE FROM IGORA VIBRANCE

MORE Services

Full exibility means more options for all hair types

MORE Shades

Four new natural and eight new blonde pastel shades join the IGORA Vibrance portfolio, including the highly anticipated 10 series. You’ve got everything you need to create the looks clients want now

MORE Care

New FIBREBOND Technology has been added to all blonde toners to mimimise breakage during blonding services

MORE Sustainability

Recycled plastic and recycled paper packing are designed to be fully recyclable*

SAME Trusted Performance

Thanks to its iconic formula, offering up to 100 per cent more shine

* Recycling requires local recycling possibilities and disposal in recycling stream. Check your local recycling.

EARN MORE!

Three colour services using IGORA Vibrance, interpreted by Schwarzkopf Professional guest hair artists and ambassadors – and every single one of them a money-spinner for your business…

Colour Service #1

Colour Melt

This classic dual application uses IGORA Royal on the roots and IGORA Vibrance on the lengths and ends.

HAIR BY Brendnetta

Ashley

Here, Brendnetta creates a crimson balayage on curly hair by pre-lightening with BLONDME Clay Lightener and applying IGORA Royal at the roots before blending three shades of IGORA Vibrance through lengths and ends. The resulting seamless, yet vibrant red colour melt enlivens natural coils.

Colour Service #2

Glossing

A full head application of IGORA Vibrance can be used to enhance, enrich, change, match, tone down or intensify natural or colour-treated hair. Says Schwarzkopf Professional global ambassador Lesley Jennison: “I love the versatility of IGORA Vibrance, there are so many ways for us to use it in the salon, every single day.”

– Schwarzkopf

Using IGORA Vario Blond Plus to pre-lighten, Lesley then glosses with two shades of IGORA Vibrance, a light milk brown and a soft beige blonde. The result is a cool-toned, sun-kissed look.

HAIR BY Linh Phan

Linh uses BLONDME Premium Lightener to pre-lighten face-framing sections before glossing with IGORA Vibrance, creating a peek-a-boo pink colour pop around the face.

HAIR BY Maggie Hancock

Pre-lightening dark brunette hair to create a base for her gloss, Maggie uses two shades of IGORA Vibrance to craft a rich, yet effortlessly dimensional brunette look.

HAIR BY Lesley Jennison (@lesleyjennison)

Professional global colour ambassador

– Schwarzkopf

After creating foil highlights using IGORA Vario Blond Plus, Shawna creates a timeless look using two shades of IGORA Vibrance for a subtle shadow root and extra dimension through the lengths and ends.

HAIR BY Maria Roberts (@mariaroberts25)

– Schwarzkopf Professional ambassador, Spain Beautifully highlighting the many forms blonde can take, Maria pre-lightens a naturally dark brunette with BLONDME Premium Lightener and a balayage technique before glossing with IGORA Vibrance to create the perfect bronde.

Colour Service #3

Lived-In Blonde

A soft and delicate blend of darker roots combines with lighter mid-lengths and ends, resulting in a high-impact, low-maintenance colour result that gives dimension to the hair with the versatility to match various skin tones.

HAIR BY Grace Dalgleish (@gracedalgleishx)

– Schwarzkopf Professional guest artist Grace pre-lightens all the way to platinum before toning with IGORA Vibrance to create a playful peachy blonde that’s equally eye-catching and effortless.

HAIR BY Shawna Russell (@hairbyshawna_russell)

Professional ambassador, Canada

WE LOVE IT MORE!

These two salon bosses are already enjoying MORE success with IGORA Vibrance

HOW IGORA VIBRANCE WORKS FOR MY SALON

Vishali Visavadia, salon director at London Road Hair, Leicester

“Why would I recommend IGORA Vibrance? Well, let me spill the tea! First, Vibrance is not your ordinary hair colour. It’s a versatile gem that can do it all. From toning and neutralising to covering and creating stunning glossing effects, it’s got you covered.

“But what sets IGORA Vibrance apart from the rest is its ability to enhance and bring out the natural beauty of your client’s hair. For those who adore their natural colour, IGORA Vibrance offers a glossing service that will make their locks shine like never before, giving them that coveted salon nish. It’s the perfect solution for clients with their rst few greys and aren't quite ready for full permanent coverage.

“And the reason why IGORA Vibrance is so special to me is how it enables me to create personalised formulas for my clients. Whether it's nding the perfect shade or creating a custom hair colour, Vibrance allows me to tailor each look to suit their unique style and personality. As a colourist, having the choice of either a gel or lotion activator has truly revolutionised my work. The instant availability of these two options gives me incredible tonal control and the freedom to experiment with various formulas. For a busy colourist, this is a game-changer!”

WHY I LOVE IGORA VIBRANCE FOR MY CREATIVITY

Suzie McGill, artistic director at Rainbow Room International and Schwarzkopf Professional ambassador

“For creative and experimental colourists like me, IGORA Vibrance from Schwarzkopf Professional is essential. The line helps to create the most beautiful, vibrant colour on all hair types and textures. Now, clients are being a lot more experimental with their hair colour, opting for bold, vivid shades. They’re also trying out new colour placement techniques to add a unique and quirky pop of colour to their hair, and I love to use this range to achieve these contemporary looks. Not only are the colours amazing for bolder, brighter and pastel hair shades, but also blondes too.

“Clients are now more cautious than ever about the health of their blonde hair, and they want their hair to look not only clean, but also healthy and full of shine. The blonde toners within the range include FIBREBOND Technology, which maintain the hair’s strength and elasticity making it incredible for your blonde clients.

“I also love to use a Colour Melt application technique (using IGORA Royal on the roots and IGORA Vibrance on the lengths and ends) to create a seamless colour blend on the hair, particularly on textured/curly hair types.”

Prism by Suzie McGill, Rainbow Room International. Make-up by Jak Morgan. Styling by Clare Frith. Photography by Michael Young.

READY, STEADY, SHINE!

We’re abuzz with Peach Fuzz

Pantone’s Color of the Year has the potential to hit salons hard. Here’s what

you need to know

It chimes with the return to ’90s colour blocking Chunky panels, contrasting face frames… Find inspiration from the Colour Crush collection by James Earnshaw for Wella Professionals.

It’s great for in-betweeners

“Peach is a beautiful in-between colour for those transitioning from a darker shade to a blonde to embrace warmth along the way,” says UK Manic Panic ambassador, Verity Clarke.

But you’ve got to get the shade right for the skin tone

“For cooler skin tones, opt for a soft coral, while warmer tones suit a salmon peach,” says Andrew Smith.

You can dial it up to orange

For some, we’ll go full vitamin C this season. Just take a look at these hues from Jessica Kelty at Bluepeacock Hair Design in Dublin, and she has loads of peachy services booked in for the spring…

…And we’re keeping it fruity this season!

Peach Fuzz too sweet? Let’s get a little darker with our fruit bowl

Midnight Berry

Cherry Cola

Thanks Pantone, but Goldwell’s Color of the Year is something much more vampy. Midnight Berry fuses a highly saturated purple and the deepest blues for richness and complexity.

“Picture your favourite zzy sweets and how sparkly and rich they are,” says HARE & BONE’s Amelia Evans. “This is the TikTok colour of the moment – part of the massive Y2K trend within fashion and online.” Think Dua Lipa, and you’ve nailed it.

Hair by Andrew Smith using milk_shake

Shake it off

Stephen O’Driscoll, artistic director at Marbles Castletroy Town Centre, Hugh Campbell Hair Group, shares why Peach Fuzz was the perfect source of inspiration for the latest texture collection from the salon group

The ‘Peach Shake’ exemplifies a masterful blend of two vanguard trends for the spring/summer season – embracing natural texture and the incorporation of the Pantone Color of the Year, Peach Fuzz. The rich, dimensional hue enhances the voluminous curls, highlighting the organic texture that evokes a sense of effortless vitality. Professionals approaching colouring such textured hair must proceed with precision when lightening, employing bond-strengthening treatments such as OLAPLEX when colouring and adhering to a metal detox protocol to maintain the hair's integrity and its intrinsic curl pattern.

The cut draws inspiration from the ’70s bohemian aesthetic, particularly the liberated and carefree silhouette known as ‘the shake’. However, this modern iteration introduces an element of contemporary flair with an offset symmetry, moving away from traditional evenness to create a dynamic, edgy profile. This nuanced adaptation not only pays homage to the freespiritedness of the era but also infuses it with a fresh vibe.

HAIR/PHOTOGRAPHY/STYLING

Stephen O’Driscoll, Hugh Campbell

Hair Group.

MAKE-UP Mandy O’Loughlin.

MODEL Susan Hansen.

VA-VA-VOOM

Leave it in for instant tint and styling bene ts, or rinse it off to intensify colour. Either way, Indola’s revamped Color Style Mousse is a gamechanger… including for your vegan clients!

Limp roots and fading colour? It’s just no way to live. Say hello to the new and improved Indola Color Style Mousse, a unique frothy foam offering a seamless, all-in-one solution for salon pros and clients alike, including instant multi-bene ts and unlimited services such as refreshment, toning and neutralisation in as little as 10 minutes.

First of all, you’re going to love the fresh bottle design with its premium matte nish. But it’s what’s inside that really counts: a revolutionary new vegan-friendly* mousse formula without a hint of sticky residue, that delivers a soft and natural hold and a choice of applications. Leave in for an instant subtle tint and natural volume or leave in for up to 10 minutes and wash out for intensi ed colour results, or rinse-off for colour intensifying and no styling bene ts: it’s great for in-salon services and at-home maintenance.

When colouring, use Indola Color Style Mousse to neutralise unwanted tones and transform existing shades; for pre-pigmentation on very porous hair structures; or for re-pigmentation when transforming very pale, bleached bases into natural tones. It can do all this and more with its compatibility with the renowned PCC range allowing for unlimited intermixable options.

And there’s even more! Indola has introduced a new shade, Dark Ash, to the already impressive 15-shade line-up, as well as renaming Powdery Lilac to Soft Mauve and Pearl Beige to Beige Blonde. More inspiration. More innovation. And even more ways to step up your colour services. Trust Indola to provide cutting-edge solutions to empower you and your clients.

*

Explore the full Indola range and more at indola.co.uk

@indolauk

Be subtle. Go bold. In 15 washes it’s gone! With Schwarzkopf Professional’s new-look Chroma ID, clients can truly dare to colour

EXPRESS YOURSELF!

New mood? New colour! Switching up a look creates an instant mood lift that clients love, but they also worry about damage and long-term colour commitment. Fear not, says Schwarzkopf Professional. Its newly reformulated Chroma ID Colour Masks have all the answers, delivering 100 per cent colour exibility (every personality can be catered for!), exceptionally caring formulas (deep nourishment guaranteed), and results that can be changed every 15 washes (moods can change!).

With its simple, quick and perfectly even colour distribution, Chroma ID is a dream for colourists to work with. Apply the masks to pre-washed, towel-dried hair – apply directly, no pre-mixing needed – and leave to develop for 10 minutes (reduce to ve for a more subtle result or increase to 20 minutes for the most intense colour result). Everyone can relax, safe in the knowledge that the integrated Bonding Technology provides intense, nourishing care while the mask is working (it can even repair damaged hair), leaving the hair smooth, shiny and conditioned. The masks can be used individually or intermixed, creating in nite colour results and full versatility in the salon, with the results washing out in up to 15 washes.

With a keen eye on lling your till, the clever bods at Schwarzkopf Professional have designed new Chroma ID around three key commercial services. Express Colour Refresh allows you to refresh and re ne mid-lengths and ends to recover vibrancy and maintain optimal hair condition on coloured or virgin

THE ASSORTMENT

hair – it’s perfect when colour has faded one or two levels. The Express Colour Neutralisation service is great for eliminating brassy tones and keeping colour fresh and cool. And nally, the Express Colour Play service allows you to experiment with fullhead applications or free-hand placements of the bolder shades.

And there’s more! Extend the Chroma ID experience into your client’s home, with a customised mask to refresh colour between salon visits. There are 30 pre-de ned mixes to choose from – simply ll your empty jar with your chosen mix, stick the readyto-use ingredient list label onto the lid and provide it to your client to maintain fresh and vibrant hair colour in the comfort of their own home. And as Chroma ID’s numbering system is aligned with IGORA Royal and Vibrance, it’s ideal to match the tone direction for colour refreshment services in between your demi- and permanent colour services, too.

Says Farah Naz, owner of Farah Naz Hair in Manchester: “I am in love with Chroma ID. It's my go-to for creating fashion-led hair colour, from pastellised subtlety to vibrant brilliance. What sets it apart is the power to customise, enabling me to craft unique shades that resonate with my clients. The additional bonus of it being a conditioner-based product is how it leaves the hair feeling, and the bonding technology ensures not just amazing colour but also keeps the hair strong and resilient. The best part? I can send them home with a personalised pot of it, ensuring their colour stays salon-fresh.”

Red Pink Purple

Blue Clear

6-46

Raw Cacao

6-88

Ruby Red

7-77

Bright Copper

8-46

Glazed Caramel

COLOUR REFRESH

8-19

Frosted Lavender

9-12

Platinum Grey

9.5-1

Pearl Silver

9.5-19

Dusty Pink

9.5-4 Beige Sand

COLOUR NEUTRALISATION

COLOUR PLAY

“Not every colourist has got the spare cash for education”

There’s a global audience thirsty for education from Tia Lambourn, founder of Bay Studios and The Blonding Bible online training. Here, she discusses the key drivers in colour education right now

@tialambourn_hair

I didn’t have any expectation or goal of being an educator. I just wanted to be able to do a client with confidence and not turn people away. When I started almost 10 years ago, lived-in colour and balayage were on the rise and I didn’t have a clue how to do them! I started taking classes so I could feel more confident behind the chair. It was around the same time as Instagram taking off, being a good visual focus point. People wanted to see a good ‘before and after’. I was very much in the right generation when all this happened. And you always remember someone who helped you. You remember how they make you feel.

But not every colourist has got the spare cash for education. With some students I meet in classes, they’ve joined my Blonding Bible online subscription at £24 (€28) a month first, with weekly videos. For someone wanting to dip their toe into education, it can be daunting knowing what’s the right class to book and it’s a lot of money to lay on something that they’re not sure if they’re going to like. That’s where you tend to go more into the online realm, because it can be a lot more affordable. They love education, and they want more of it, but their budget might not allow for classes just yet.

Tia Lambourn

Colourists want to give their clients the best service and nine times out of 10 it means that it’s going to take them longer in the salon. We’re talking four-and-a-half hours instead of two-and-a-half. Your pricing has to be right, and that comes down to a confidence perspective, and also where they might not have the clientele that has the budget. So they’re trying to manipulate techniques in a cheaper way so that it’s more sustainable for their clients, or they want to figure out a way to attract more clients who do have the budget to pay for these longer, more intense services.

It’s a point of frustration in classes – ‘I’d love to do that, but my clients just won’t pay for it’. I always say to people: “I’m not going to teach you the quick and cheap way of doing things, because unfortunately, to get from A to B, it’s going to take four hours and it’s going to cost more than €200”.

I always ask students: ‘Are there any classes you’ve been on recently that you really enjoyed?’. And increasingly people are telling me about independent educators, such as myself. I think it’s because they’re looking more for techniques. Not everyone uses the same colour, so people are looking for an independent whose work has its own brand behind it. Social media helps you see these independent stylists with amazing hair on their Instagram. Often people ask me, ‘Who have you learnt from? Whose classes have you been to?’

It’s split 50/50 in terms of what people want to see from me. First, it’s how I can get someone super-blonde safely in one session. How it is achievable in a four-hour session rather than a seven-hour session. ‘What lightener do you use, how much of it, and what’s your foil placement like?’ They want a little bit of an insight, almost like a map of where to put their foils and how to get that bright face frame.

Second, after lockdown where a lot of clients have embraced their natural colour, stylists are now trying to figure out what’s the best way of creating a blend between what they used to have – a more high maintenance colour, whether it be scalp bleach, or full head highlights – and a colour that they love, and that grows out soft. How do I incorporate lowlights without it looking stripy? How do I make the perfect blend? What products do I use, where it doesn’t bump the base?

Tia’s top trainers

Jaye Edwards

@jaye_edwards

He’s an Australian stylist and was one of the first classes I took six years ago. He’s brilliant, I learnt so much from him. I love his approach, just very honest, open and happy to share everything he knows.

Daniel Mora Ayala

@danielmbeauty

An absolute idol of mine, amazing at doing lived-in colour with a bright face frame. That was something that I really struggled with. I was great at getting everyone super blonde but I couldn’t quite get it to pop around the face and blend at the back. I took one of his classes, and that changed everything for me. His work has really evolved as well, you can see where he’s had new inspiration.

Even flow

PHOTOGRAPHY BY

In ‘Grunge’, the House of Colour Art Team takes a trip back to the ‘90s, favouring Calvin Klein-esque minimal black and white photography to make sure the raw and real styling takes centre stage

LEE MITCHELL

HAIR House of Colour Art Team.

Doyle.

House of Colour Art Team

SCENE

THE EVENTS AND PARTIES TO BE SEEN AT

WELLA RED BUSINESS NETWORK LIVE

In a two-day celebration of inspiration and motivation, Wella RED Business Network Live welcomed guests to the Rum Warehouse of the Liverpool Titanic Hotel. Here, more than 250 salon owners, managers, and their teams gathered to hear from a carefully selected agenda of speakers. The power of your mind played a key role, thanks to authors Alison Edgar MBE and Richard Shotton; psychiatrist and neuroscience specialist, Professor Steve Peters (“The ability to manage yourself is one of the most important success factors. Ask yourself: are you managing your mind optimally?); and business leader Ellis Watson (“I wasn’t pressing the ‘sod it’ button for myself”).

The potential impact that we have on other people was also highlighted by Jono Lancaster, born with the rare Treacher Collins syndrome, which causes facial differences. “We all have differences, unique differences that need to be celebrated and encouraged,” said Jono. The importance of technology was stressed by Daniel Ashville, founder of Ashville Aggregates, and digital marketer and data expert Christian Howes, who argued that people still play their part: “You need the human intelligence layer in order to interpret the data and utilise it affectively.”

Sarah Yorke, founder of The Stylebook family, discussed her journey when she faced the challenge of finding new clientele when she relocated. There was also a panel of salon leaders – including HOB Salons’ Natasha Grossman, Medusa’s Colin McAndrew; KH Hair’s Darren Messias and Sarah Mason from Sarah Mason Professional. Our key takeaway came from Westrow’s Steve Rowbottom on recruiting young talent. “We get the kids to attract the kids. We create a safe place to come – that they want to come to – they have to be happy.”

Jono Lancaster

Christian Howes

Alison Edgar MBE

Salon leaders panel

Daniel Ashville

Sarah Yorke

Steve Peters

Wella’s Max Amen

Richard Shotton

Ellis Watson

PHOREST SALON OWNERS SUMMIT

Hosted at the Royal Dublin Convention Centre, Phorest’s annual Salon Owners Summit marked the software provider’s 20th business anniversary. And what a way to celebrate! More than 600 salon owners took an inspirational and immersive deep dive into the latest industry trends and opportunities, while learning about new technological innovations, too. The line-up of speakers was impressive: Sharmadean Reid MBE, founder of WAH Nails and women’s empowerment platform The Stack World, focused on ensuring salon owners maximise their client data. Sharing their own journey of gender transition, PhorestFM host, Alex Bélisle-Springer, called for salon and spa owners to consider the supportive role their businesses can play for their clients. David Meade discussed the impact of soft skills such as body language, US duo Geno Stampora and Nina Tulio delivered a motivational start to the year, and Phorest’s Rich Cullen and Verna Wall shared success stories from the salon floor. Oh, and let’s not forget an interactive session by TV hypnotist Keith Barry, who focused on how neuro-linguistic programming uses thoughts, feelings, and language to understand your team and customers. Phorest also welcomed event partner and colour management software firm Vish to the event… and you can catch them both at Salon Smart 2024! For more details, turn to p32

Sharmadean Reid MBE

Keith Barry (left)

Geno Stampora

Nina Tulio

Phorest chief executive Ronan Perceval

David Meade

Alex Bélisle-Springer

Phorest’s

Cillian Moloney

Keith Barry

Qnity Institute’s Tom Kuhn

Creative Society’s Kate Lynch

Phorest’s Paddy Monaghan

Phorest’s Becky Byrne

Creative Society’s Niamh Kiely

THE LAST WORD ON…

MAINTAINING A GOOD BRAND TAKES THOUGHT AND WORK, AS DOES REPAIRING A DAMAGED ONE

BRANDING

What’s in a brand? Your business story as well as your reputation, for starters. Digital expert Harvey Morton offers some pearls of wisdom for getting going. “Conduct thorough market research to gain insights into your potential customers’ demographics, preferences, and behaviour patterns. Identify their pain points, needs, and aspirations.” Just don’t forget your competitors, he warns. “Explore their services, marketing techniques, pricing strategies and customer feedback,” he continues. “By understanding your target audience and competitors, you can position your brand effectively and create unique value.”

The early stages of brand building clearly require lots of research, but what about the more creative part? According to Hellen Ward, co-founder of Richard Ward Hair & Metrospa, the narrative matters. “When creating a new brand, you need to think about the story, the provenance. People need to quickly and easily identify what the brand values are, and what it stands for.” For growing an existing brand, Hellen advises to “identify the strengths, the core USP and go sniper with marketing, not scattergun”. Communicate what makes you stand out. “Market to your target customers and scream your points of difference, whether it’s the team, length of service, expertise, or luxury environment,” she adds.

“Focus on building strong relationships with your customers through personalised experiences,” adds nancial expert Garry Hemming. “Implement data-driven marketing strategies to better understand them and tailor the messaging and offerings to their needs. Leverage social media and content marketing to engage with your audience and showcase your brand’s personality and expertise.” Partnerships and collaborations are another route

as they “can help expand your brand’s reach”. This includes “complementary brands or in uencers who align with your values and target audience”. This, he concludes, can help you “tap into new markets and build credibility for your brand”.

While it’s motivating to brainstorm and think about your goals, including the reasons for doing what you do, part of the brand journey is also about knowing how to respond when your brand is damaged. For Tom Skinner, managing director of digital marketing agency, Go Up, it’s important to apologise with sincerity, he advises. “Cut the business speak and imagine you’re talking to your own grandmother. So rather than ‘we’re sorry if some people misunderstood our Instagram post and were offended’, it should be ‘we’re sorry about our Instagram post’. Customers need to know you’re real. You’ll be surprised what can be rescued.”

However, simply saying sorry isn’t enough. “Prove you’ve changed,” Tom adds. “Demonstrate tangible improvement and a willingness to move past previous mistakes. Don’t just tell me you’ve xed the car — take me for a drive.”

Sometimes, the extent of brand damage can mean that a rebrand is needed. Here, Garry has some pointers. “A fresh look and feel can symbolise a new beginning and signal a commitment to positive change. Be sure to involve your target audience in this process to gather their input and feedback.” However, a makeover on its own won’t guarantee customer support. “Consistency is key to regain trust,” he explains. “Ensure that all marketing materials and customer touchpoints are aligned with the renewed brand identity and messaging. Consider ongoing reputation management efforts to monitor and address negative sentiment and maintain a positive online presence.”

Austin Chan for Unsplash

POV: You follow on TikTok

@creativeheadmag

It’s your access all areas pass to BTS action from shoots and events, an insider look at industry launches, and plenty of daily hair inspiration

Alter Ego Technofruit range contains an unique Keratin Delivery System that provides protein and nourishment which restructures, repairs and regenerates the inner fibre.

Contains Coconut Oil, Cotton Oil and Honey to smooth and nourish the hair structure and improve elasticity

Contains Garcinia Mangostana for antioxidizing properties for healthy hair and improved colour performance.

www.kreativesalonsupplies.com