Creative HEAD Ireland May/June 2016

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PIGMENTS colours everything.

The number one choice for salon owners in Ireland

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Inspired Be

DON’T MISS OUT ON WELLA PROFESSIONALS EDUCATION COURSES COMING SOON AT THE WELLA STUDIO DUBLIN;

Wella are here to be your perfect partner and we have designed our education offering to meet all of your salon needs by allowing you to tailor make your Wella salon training programme for every level of your team; meeting your business needs even further

INSPIRATION STAY UP TO DATE WITH WHAT’S TRENDING TODAY AND FIND INSPIRATION FOR TOMORROW NEW COURSE: BRIDAL HAIR Hairdressers who want to perfect their bridal hairdressing skills, offering a couture bridal experience for every type of bride.

Duration: 1 Day Price: €220 When: Mon 20 June Sarah Mason, Renaissance Hair

Mon 19 September Joanne O Neill, Joanne O Neill Hairdressing NEW COURSE: RED CARPET GLAMOUR Hairdressers who want to offer clients a stunning couture hair-up experience for prom nights, galas and all red carpet events.

Duration: 1 Day Price: €220 Pamela & Elaine Sullivan, Aviary Lane When: Mon 18 July Mon 12 September Shauna Freeman & Sinead Berrigan, House Of Colour ART TEAMS PRESENT CREATIVE CUT & COLOUR For hairdressers who are looking for inspiration in cutting and colouring.

Duration: 1 Day Price: €250 When: Mon 12 September Andrew Dunne, Hair by Mane Tues 25 October Alan Keville, Alan Keville for Hair

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TECHNICAL TAKE YOUR CREATIVE SKILLS FURTHER WITH THE BEST OF WELLA HAIR EXPERTISE. DIVE INTO THE WORLD OF COLOUR WITH A VARIETY OF COURSES TO TAKE YOUR KNOWLEDGE TO THE MAXIMUM. Advanced Colour Change Classic Foiling Colour Change Couture Blondes Creative Techniques Essential Colour Freehand Colour The Perfect Colour Choice Your True Grey

€205 NEW FOR 2016 €240 €310 €200 NEW FOR 2016 €255 €290 €195 NEW FOR 2016 €200 €195 NEW FOR 2016

TECHNICAL COURSE BUNDLE OPTION; BOOK 3 COURSES AND GET 25% OFF TOTAL COST WHEN Call the Wella Studio Dublin to book onto the upcoming dates on the technical courses above.

SEXY SCIENCE Perfect for Master Colour Experts and experienced salon hairdressers for handling the ever-changing needs of their clientele. A must for all Wella Professionals MCEs. Duration: 2 days Price: €460 When: Mon 11 & Tues 12 July Mon 21 & Tues 22 November

BUSINESS THE ASSERTIVE PROFESSIONAL Learn the key principles of assertiveness and how to handle performance management situations well to retain clients.

Duration: 1 day Price: €230 When: Wed 16 November Liz McKeon MANAGING FOR SUCCESS An introduction to the principles of managing people, “how to” and sharing some of the challenges entailed in managing a team, for salon managers, owners or those aspiring to management.

Duration: 1 day Price: €230.00 When: Mon 23 November Liz McKeon COACHING FOR IMPROVED PERFORMANCE Develop the performance of other members of your salon team and expand their skill set in coaching approaches.

Duration: 1 Day Price: €230 When: Tues 15 November Liz McKeon

2016: 81568440

CLIENT ESSENTIAL Develop your client experience, and how to ensure that every client that leaves your chair is completely delighted. For All stylists and team leaders at every level wishing to deliver the ultimate in customer service.

Duration: 1 Day Price: €210 When: Mon 25 July Liz McKeon

WELLA

BOOK EDUCATION

2016

Education

Book UK

DIGITAL EDUCATION BOOK – DOWNLOAD NOW! For access to all you need to know about our Education and Events Programme 2016 – visit www.wellamymarketing.co.uk

WELLA INSPIRATION

WELLATION EDUCA 2016

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Editor’s letter

30

40 CUSTOMER SERVICE HAS never been more important than it is right now. By 2020 it will outstrip price and product differentials as the most important factor for clients so salon owners and stylists need to be proactive to keep client retention high – read how from page 30. If you need some inspiration then Dubliner Shay Dempsey’s story is for you – he’s gone from being a salon owner in the capital to working in Los Angeles as a global artistic director for Sebastian Professional, find out more on page 34. If you have clients with thinning hair or scalp problems then check out the products that can help, from page 38. We’ve got some great fashion from Paul Stafford on page 40 and Great Lengths on page 46. And in case you haven’t already, get those entries in for the brand new Irish categories at this year’s prestigious Most Wanted Awards in London, see page 26 for details.

34

Annette O’Meara Editor

annette@alfol.co.uk Creative HEAD Magazine 06

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IRELAND HEAT FOLLOW THE JOURNEY OF THE TRENDVISION AWARD IRISH COMPETITORS AND JOIN US AT THE INSPIRATIONAL AND EXCITING EVENING SHOW FEATURING: | Sassoon Academy | The Wella Professionals Style Council with Robert Eaton from Russell Eaton | The TrendVision Award 2016 Ireland Competitors

Monday 29th August, DoubleTree by Hilton, Dublin TICKETS: 1-5 tickets €55 ex VAT 6+ tickets €50 ex VAT BOOK NOW! Call 01 4160900 or email dublinstudio.im@pg.com for more information www.wella.co.uk/trendvision For the latest TrendVision Award news become a fan of ‘Wella UK’ on facebook. @wellapro #tva

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May/June 2016

WHAT’S INSIDE IRELAND

HAIR THINNING Find the products that your clients need to combat scalp problems and keep hair strong

MAY/JUNE 2016

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ON THE COVER

Hair by Issie Churcher and Jake Unger of HOB Salons for Wella Professionals Ecaille Collection

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SCENE

The L’Oréal Colour Trophy comes to town, House of Colour rewards its salons and Salon Smart finds business brilliance

EDITOR ANNETTE O’MEARA ART DIRECTOR NICK JABBAL CHIEF SUB EDITOR ADAM WOOD

CONTRIBUTORS BETH DAVIE ANNA SAMSON ADVERTISING LAURA TUCKER

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46 FASHION

Angelo Seminara unveils a collection that finds natural balance for Great Lengths Universal

SPECIAL PROJECTS MANAGER WRITE TO US AT: Creative HEAD Ireland JOANNA ANDERSEN EDITOR IN CHIEF AMANDA NOTTAGE PUBLISHER CATHERINE HANDCOCK

Creative HEAD Magazine

6-9 Trinity Street Dublin 2 01 617 7947 annette@alfol.co.uk

Creative HEAD Ireland is published 6 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. Printing by Buxton Press.

Creative HEAD Ireland 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.

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WELLA PROFESSIONALS

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04/04/2016 14:54

The edit ‘IGNORE SOCIAL MEDIA AT YOUR PERIL’ – STUDY

MORE THAN three-quarters of consumers now use social media and websites to display their dissatisfaction with products and services, according to a survey by Feefo.

The global feedback provider revealed that in 2015 clients admitted to spending £5.6 billion (€7.1 billion) – an average of £110 per person (€139) – on products and services they were unhappy with.

Of those, 75 per cent will go online to complain about their poor goods and services, meaning salons must keep on top of their social media platforms if they wish to stay ahead.

Andrew Mabbutt, chief executive of Feefo, said: “Our research has revealed that customers who are not happy will share their frustrations publicly and look for a speedy resolution. If businesses want to gain trust from consumers beyond the sales period then they must be on top of their customer feedback, constructively addressing and turning around any negative reviews.”

Alison Lawless, business development manager at Dylan Bradshaw, agreed with this assessment. She said: “Social media is a fantastic platform for the industry to engage with existing and prospective clients. Like all public forums, companies need to be prepared for positive and negative feedback.”

As for negative reviews, she added: “Client complaints must be acknowledged immediately and dealt with in an efficient and timely manner.

“There is nothing worse than feeling ignored or unimportant. Let’s not forget that customers do marketing for us through word of mouth. Give your clients the opportunity to provide feedback prior to walking out of your salon – this can stop a small complaint developing into a more serious one for all to see online.”

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Get Blown Away ambassador Jennifer Zamparelli from 2FM’s Breakfast Republic and RTÉ2’s Bridget & Eamon

THE NEWS AND KNOW-HOW FROM YOUR INDUSTRY

GET BLOWN AWAY FOR CHARITY!

PROFESSIONAL HAIR SALONS up and down the country are taking part in the Get Blown Away fundraiser for ISPCC Childline, supported by L’Oréal Professionnel and 2FM. From 26 to 28 May, each salon will donate the cost of one blow dry by each hairdresser to ISPCC Childline. So get involved – book your clients in now and ask your colleagues to take part too!

Campaign co-ordinator and salon

owner Dylan Bradshaw, explained: “The support has been amazing.

A lot of hairdressers are parents and so delighted to support ISPCC Childline and its services.”

Salons that wish to take part can register on ISPCC.ie to receive their activity pack. Post a ‘before and after’ image online with the hashtag #GetBlownAway, and join in the fun. Go straight or go curly: feel good – do good!

SEAN TAAFFE LAUNCHES GLAM CREW SEAN TAAFFE HAIR & BEAUTY group, which has five salons across the southwest, has unveiled an innovative new wedding service, the Glam Crew.

Kara O’Shea, general manger of Sean Taaffe, said: “This new service will ensure wedding guests look flawless all day long.

“The Glam Crew will meet your wedding guests at your venue and be on hand for two hours to touch up hair and make-up during the drinks reception.”

CREATIVE HEAD IRELAND

14/04/2016 16:16

#CHedit

JANUARY JONES IS NEW FACE OF KÉRASTASE NUTRITIVE

MY months

AHEAD

What May and June have in store HOLLIE MARKEY

HOLLYWOOD ACTRESS January Jones, who played ice queen Betty Draper in hit TV series Mad Men, is the new face of Kérastase Nutritive, an iconic range adored by beauty insiders for its ability to satisfy incredibly thirsty, driedout hair. The actress first discovered the brand on the set of Mad Men eight years ago. She said: “A hair stylist gave me a conditioning mask and I remember what a luxury it was. After my first encounter I was hooked on the brand, especially the shampoos and conditioners. The moisture conditioning masks kept my hair healthy.”

The orange and peach packaging, which has graced millions of bathroom shelves over the years, has been upgraded with a new look to coincide with the arrival of a new ambassador. It includes a new in-salon service, Protocole Immunité Sécheresse.

There are three options (RRP from €25) that can be tailored to each client, depending how dry their hair is. Nourishment has never looked better!

TONI&GUY, MALAHIDE

We’re celebrating 10 years in business this year and it’s already shaping up to be a busy one. Part of my job is to teach our apprentices in Malahide, which I’m looking forward to even more now that I have just completed the Toni&Guy training programme. I love the balance between being busy with clients and keeping our future stars excited.

ANDREW DUNNE

HAIR BY MANE

Callan&Co

MAKE-UP ARTIST MAKES WAVES

CREATIVE HEAD IRELAND

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TOP MAKE-UP ARTIST Paula Callan is set to open her own salon this May, Callan&Co. Located in Dublin 4, the salon is opposite the chic Dylan Hotel and close to Dublin’s bustling Baggot Street business district. The salon will have nine chairs and initially employ 11 staff.

Paula said: “I’ve always wanted to open my own place and I’ve always believed in having a salon where you can go and don’t have to leave – a one-stop shop. So the Callan&Co experience is not just about hair, it incorporates every other service for beauty including High Definition eyebrows, eyelash extensions, make-up, nails, pedicures, a tanning studio, express mini facials and even a make-up academy.”

I’m working as a mentor on the Wella Master Colour Programme to train people as part of the brand’s degree course. I’m also doing a creative day for the Herman’s salon group in Dublin and an inspiration day for the staff at Patrick Gildea in Letterkenny, to improve services for clients. In the salon we’re already heavily booked for these two months – 80 to 90 per cent already.

JENNY FLANAGAN BELLISSIMO

We’re completing a refurbishment where we are re-tiling 2,850 sq ft of space and putting in new ceilings and lights, too.

We will be launching our new ground floor “make-over studio” in May, where we will have 20 sections dedicated exclusively to makeovers. Hair stylists and make-up artists will work side by side in this exclusive space.

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THE BUSINESS EDIT PUBLIC DOMAIN DO HAIRDRESSERS REALLY HAVE THE PEOPLE’S TRUST? AN IPSOS MORI poll reported that hairdressing is one of the most trusted professions, with 69 per cent of people saying they would trust their hairdresser to tell them the truth.

Yet chick-lit author Marian Keyes has launched a scathing attack on hairdressers, calling them “humiliating” in her latest book, Making It Up As I Go Along. “The idea is that they break you, break your spirit entirely, and when they’ve reduced you to a nothing with no sense of self, with no voice of your own, they will rebuild you in their image,” she writes. “You will do exactly what they tell you and use the products that they sell you, and perhaps buy a hairdryer and maybe even a house from them.” Is this an unusual take, or do hairdressers actually have a trust issue with many clients?

RISING STAR

NAME Maeve O’Connell AGE 26 SALON John Geaney for Hair

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WHEN DID YOU REALISE THAT YOU WANTED TO BE A HAIRDRESSER? When I was young I was always doing my friends and family’s hair, even in primary school, I always wanted to be styling someone’s hair! I knew I had a flair for it and got a great kick out of creating styles.

By the time I got to secondary school I knew I wanted to be

Wella Professionals colour ambassador for Ireland and Hair

by Mane owner, Andrew Dunne, says: “The relationship has to be about their hair; to make the number one concern in the consultation be about face shape, bone structure, skin tone and so on. As a stylist your mission is to find ‘what can we do to make you look the best that you possibly can?’

“We’ve a lot of pink in our Irish skin, so with blondes you need to use a bit more of biscuit tones in order to reduce the warmth of the skin through the colour, so you can make their skin look better through good colour choices. And by educating the client like that, it creates that level of trust between you and the customer,” he adds.

“Maybe Marian has a particular image in her mind of how she is supposed to look when in reality something different is what’s needed – and maybe she’s not open to that.”

Katherine Sweeney, owner and creative director of Preen, said she thought Marian Keyes was trying to be amusing but with a serious edge, but that her comments were a bit extreme.

She says: “Of course there are good and bad in all areas of business but to lump hairdressers together in the way that Marian has is pretty offensive.

“I’m sorry she’s had a bad experience but the people who work in salons work and train hard and are passionate about what they do. We listen to what clients want and we behave with the utmost respect to ensure those wishes are carried out.”

But, Katherine explains: “We are not robots, we can only advise clients based on what they will have told us during consultation – it is what they expect us to do. Most importantly it is what they trust us to do! Throughout my career I have never worked in, or indeed come across, a salon where the hairdresser imposes his wishes on a client regardless of what that client wants, or attempts in any way whatsoever to humiliate them or badger them to buy products.”

a hairdresser, but I decided to finish my education and do my Leaving Certificate.

WHAT’S THE MOST IMPORTANT THING YOU’VE LEARNED? People’s hair is a huge deal; I have learned how important a cut and colour is to someone’s self esteem and it is an important reflection of their personality, it can make

someone feel great about themselves. The most important thing learned in my four years of training is about how the shape of a client’s face will determine the style.

WHO IS YOUR HAIRDRESSING HERO OR STYLE INSPIRATION? Akin Konizi of HOB Salons.

I think his work is very inspirational. His cutting

techniques are incredible, it’s precision cutting and the angles are strong, so I really admire his style. I’m also inspired by my boss, John Geaney, with whom I’ve done all my training to date.

WHAT’S YOUR ULTIMATE AMBITION? To be a well-known stylist, I would like a full column and maybe to have my own salon.

CREATIVE HEAD IRELAND

14/04/2016 16:27

LIFE LESSONS TAMAR CHAMBERS, ARTISTIC DIRECTOR OF ROBERT CHAMBERS HAIR SALON, LUNATIC FRINGE AND THE ACADEMY, DUBLIN 2 Patience is the primary quality of being a great hairdresser and boss. This is something I have realised as I’ve gotten older. All it takes is a few extra minutes to really listen – not just to the words, but the body language, too. You have to really care to help people become the best they can be.

If I was starting hairdressing now, I would ensure that the salon I was going to work for had a good training system; otherwise what’s the point? The other option would be to receive academy training. I had both, in the Robert Chambers Academy at the age of 19 and working in the salon since I was 13 while I was at school. I have employed so many wonderfully talented apprentices who have been disheartened and demotivated from spending years in another salon with little or no training. Education is paramount for a successful career.

Your employees are an asset as much as your online presence. You can have an amazing website and social media presence, but if the team can’t deliver, you’ll fall flat on your face. I’ve been in the industry for 25 years and I have seen every staff/salon situation possible. I have learned from some incredibly creative stylists so as a hairdresser I’ve been exposed to a lot of creativity; as a business owner I’ve learned from mistakes and developed a strong performance evaluation system with my team.

I love business, marketing, human resources and photography. I’m so happy that I actually enjoy this side of the business as it is very difficult to do both. It is stimulating and I want to continue to evolve the business, both artistically and technologically. I also now enjoy mentoring the stylists to compete in competitions instead of trying to keep doing it myself. The highlight of my career so far was being selected as a judge for the Wella Professionals TrendVision UK & Ireland Colour Category finalists last year. I love this new addition to my professional career.

It never ends! Learning, wanting to try new things and being open to change: these are the keys to life for everyone – not just hairdressers!

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CREATIVE HEAD IRELAND

14/04/2016 16:38

OF A R E YOU A

VOL U M E ARTISAN?

Enhance your clients’ natural hair with our world renowned hair extensions.

Join the Artisans and become a Certified Great Lengths Extensionist.

Contact our education experts on training@greatlengthshair.co.uk

W W W.G R E A T L E NG T H S H A I R .C O.U K

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e d i s In story CUSTOM CUTS ATHLONE, CO. WESTMEATH

RECREATING A CITY-STYLE SALON was the strategy when partners Kevin Goggins and Padraig Claffey opened their new space in Athlone. “We wanted to capture a modern, contemporary feel; we were very conscious of the salon being a relaxing space to come and spend a few hours,” explains Kevin. “The four-storey Sweeny building is a landmark site in Athlone and the project took six months to complete, but now we have our main salon on the ground and first floor.” The pair used cool greys and a few classical twists such as the white oak parquet flooring. “We spent a lot of time choosing the lighting and went for LED spot lighting and white panel lighting to keep the space bright and cheery,” adds Kevin. The furniture is from Salon Ambience and there’s a fully functional, handmade marble table for blow-drys made by a company in Kilkenny. Kevin adds: “Our focus is on the client and their experience in a welcoming building.”

The salon duo also created a space that can be rented out for training or demonstrations by others.

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14/04/2016 16:44

HOT BUYS ON THE EDGE

The clean form of the Sharp easy chair unites design and functionality in perfect harmony. Covering sections are joined by aluminium elements to provide a modern, masculine and knife-sharp look.

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I CHOOSE U

Kiela has gone one step further in its design of the U-box Barber styling chair superseding the U-box. This sleek piece of furniture has an adjustable, closed backrest, a height-adjustable headrest and is available in a range of colours.

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14/04/2016 16:45

New from Shu Uemura Art of Hair is the Essence Absolue Nourishing Cleansing Milk – ideal for very dry hair. This indulgent milky cleanser envelops the fibre, conditions and gently smooths away impurities.

RRP FROM €40 01 6045918

For clients with curly hair, the latest from Kérastase is Discipline Curl Idéal for taming those crazy waves!

Using protein technology to boost elasticity, coat hair fibre and enhances curvature, curls get real definition.

RRP €24

01 6045918 kerastase.co.uk

CLOSE-UP

shuuemura.co.uk

RRP €23 021 4217482 nationalbeauty.ie

Fans of Unite will be delighted with the 7Seconds Masque, perfect for keeping locks looking good as the days get longer and (hopefully) warmer! It restores hair’s elasticity and adds intense moisture.

RRP €49.95

0044 845 034 0770 unitehair.co.uk

Kevin.Murphy’s latest creation is a dry finishing hairspray that has the holding power to mould, form and shape while giving you freedom of movement.

Doo.Over contains tapioca starch that removes excess oil from the hair and scalp.

The latest additions to the Invisibobble collection of innovative hair bands are the Nano and Power editions.

These simple yet highly effective traceless hair rings can be used when going out, when at the gym or even just around the house and they won’t pull or break your client’s hair. Say goodbye to kinks and split ends!

New to the Irish market is US brand Colorphlex, a product that strengthens and protects hair during the colouring and bleaching process.

It penetrates hair, reinforces bonds and makes locks fourtimes stronger.

RRP FROM €35 01 5175321 cubedistribution.ie

RRP FROM €3.95 021 4217482 nationalbeauty.ie

Your clients will swoon for the aroma of the new Lotus Flower edition of Revlon Professional’s UniqOne leave-in treatment spray.

RRP €15.30 01 8869313 revlonprofessional.com

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The latest creation from the Kent.Salon styling brushes is the Curved Vent KS 02. The arc of the brush follows the natural shape of the head for a luxurious brushing experience, while the 10 rows of natural boar bristle smooth, clean and add shine to the hair.

RRP €26

021 4217482 nationalbeauty.ie

To celebrate Elvis Presley as the King of Male Grooming, American Crew has unveiled Elvis editions of its classic stylers – we love Defining Paste.

RRP €15.30 01 8869313 americancrew.com

CREATIVE HEAD IRELAND

15/04/2016 11:25

STOCK OPTIONS

#CHedit

OUR PICK OF THE LAUNCHES TO STACK ON SHELVES, ADD TO MENUS AND SHARE WITH YOUR STYLISTS

Get your clients festival-ready this summer with instant colour and zero commitment.

For hairdressers and clients who love bold, bright hair colours but are too shadeshy to commit, Joico’s new InstaTint is the perfect solution. These temporary colour shimmer sprays – with no strings or damage attached – deliver dazzling colour before washing out (up to three days later!) with a single shampoo. Spray these pigment-packed beauties directly on to finished ’do for an iridescent, pop of colour here and there, or mix and mingle all five shades to create your own custom tint for Electric Picnic or Glastonbury this summer!

The five hues to love and layer are fiery coral, sapphire blue, orchid, pink and mermaid blue. Spray and snap!

RRP €5.95 EACH 045 856490 xpertpro.ie

IT’S ALL ABOUT... SUMMER System Professional’s new Solar range is targeted to hair’s needs during the warmer months, formulated with an exclusive Helioguard complex to protect and nourish weather-worn hair.

With BC Sun Protect hair is instantly detangled, rehydrated and made more manageable.

The range gives triple sun protection and aftersun repair, while a UV filter protects the hair from colour fading.

RRP FROM €18.25 01 460900

RRP FROM €11.60 01 4046424

wella.ie

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CREATIVE HEAD IRELAND

14/04/2016 16:46

Shannon Askin and Chloe Richardson

Scene

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Kelsey Cronin

Nadine Walsh

David Campbell

HOUSE OF COLOUR Charlestown swept the boards at the group’s Salon of the Year awards, winning in three of the 10 categories – including the top prize for a third time. More than 110 hairdressers from the group’s six salons and academy turned up to Dublin’s Alexander Hotel to celebrate the creativity of their outstanding achievers. In addition to the awards, House of Colour teams also voted for individual hairstylist of the year in each salon. And not only that, the trainee Dream Team of 2016 was announced to a standing ovation providing the would-be stylists with a 12-month scholarship to work alongside the creative team.

SALON OF THE YEAR Charlestown ASSISTANT TEAM Lucan CUSTOMER SERVICE AWARD Abbey Street GOLD STAR AWARD Times Building CREATIVE SALON Charlestown RETAIL SALON Charlestown PREMIER SALON Abbey Street HALL OF FAME Ciara Pender, Marcus Cowzer PAUL BYRNE AWARD Amy Bejaoui EDUCATOR OF THE YEAR Ericka Kidd

Leona and Susan Byrne

FULL HOUSE

CREATIVE HEAD IRELAND

And the winners are...

Jordan O’Brien, Megan Doherty and Jessica Gorman

Nicola Lawless and Lauren Tucker

THE HOTTEST EVENTS EVERY MONTH – GET YOURSELF SCENE!

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COLOUR ZONE HAIRDRESSERS FROM SALONS all over Ireland went head-to-head at the L’Oréal Colour Trophy 2016 semi finals at the O’Reilly Hall in Dublin’s UCD. Each competitor was vying for a place in the Irish final, taking place at Dublin’s Convention Centre in June. The prizes up for grabs include the L’Oréal Men’s Image Award, the Star Award and the highly coveted L’Oréal Colour Trophy, which celebrates its 50th anniversary this year. The judging panel at all stages of the competition features some of the highest profile names in the hairdressing industry including Most Wanted Hair Icon Adam Reed of Percy & Reed, Alan Edwards, Siobhan Jones of Headmasters, Andrew Mulvenna, and Tina Farey from Rush. And, for the first time ever, the winner of the L’Oréal Colour Trophy will get the chance to compete on a global scale – at the L’Oréal Professionnel Business Forum in Lisbon next October.

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Lee Stafford with Catherine Handcock

Thnik Tank panel

A DECADE OF INSPIRATION ON ITS 10TH ANNIVERSARY Salon Smart was a sold-out and sizzling source of inspiration and entertainment! Delegates arrived en masse at London’s Park Plaza Riverbank for the business networking event from Creative HEAD – sponsored by Goldwell and KMS California – to hear terrific tales of passion, creativity and even get a dose of celebrity (Nicky blooming Clarke!). Award-winning Northern Irish hairdresser, Shane Bennett, presented a captivating collection of models for Goldwell, while Most Wanted Hair Icon, Adam Reed, mesmerised with his fashion-forward trio of looks and his career highlights. Throw in Lee Stafford, Urban Retreat’s Marcus Allen, 3•6•5’s Ken West, Most Wanted Best Local Salon Jas Hair Group and more, as well as new elements such as Showcase and Famous 4:5, and you had an event that left guests raring to get back to the salon and shake things up!

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15/04/2016 11:38

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Shane Bennett’s models

Adam Reed

Shane Bennett

Adam Reed’s models Richard Phillipart Trevor Sorbie’s Johanna Cree Brown and Errol Douglas CREATIVE HEAD IRELAND

SEE MORE! There are photos galore from Salon Smart to enjoy – head to creativeheadmag.com/salonsmart or check out our Facebook albums facebook.com/creativeheadmag

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15/04/2016 11:39

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14/04/2016 15:37

CUSTOMER SERVICE WILL outweigh price and product offering as a key brand differentiator by 2020, according to a study that proved the inspiration for the Phorest Salon Software Salon Owners Summit in Dublin.

The keynote speaker – US entrepreneur and bestselling author John DiJulius – explained that the companies which survived the last recession were those where customer loyalty was their strongest asset.

He explains how salon owners should go about creating a customer service revolution in their businesses: “Genuine hospitality is not something you do; it is something that is in you. It is something in all areas of your life – with your customers, employees, family and neighbours. Service to others is what we owe for the privilege of living on this earth.

It is the very purpose of life and not something you do only when it is convenient.”

It’s heady stuff from the author, who is also the owner of John Robert’s Spa, a chain of salons in Ohio rated as one

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of the top 20 salon groups in North America. He believes owners need to realise hospitality has changed irreversibly in the past few years.

He explains: “The biggest influence is social media.

It has turned customer service upside down. Today customers are more informed and empowered than ever and expect personalisation and quick responses. Remember the days when the business controlled the communication? Now every business has to have someone managing what is being said about its brand in the social media channels. Use it to share insights, educate your clients, show them resources.”

John adds: “Most companies only have their employees go through technical training, and when they end up delivering poor customer service, management gets frustrated with that poor employee decision making.”

Danielle Kennedy, group director of Lloyds Hair Group, believes good customer service is more than just having processes and procedures in place, it’s also

CREATIVE HEAD IRELAND

15/04/2016 12:18

& serve CUSTOMER SERVICE

To delight

Forget discounting and retail, the quality of your customer service is what will determine the success of your salon business

about a team delivering a message in a genuine manner.

“A lot of businesses now have rigid procedures in place and when dealing with the public they are saying and doing all the right things, but the message is delivered in such a robotic manner that it counts for nothing,” she explains. “Your customer service has to have personality and you need to put your own stamp on it and start your own customer revolution.”

The winner of Alfaparf Fantastic Salon in Ireland twice in three years, Lloyds follows the Fantastic Hairdresser strategy, where it’s accepted that salons create great hair but that it only represents 50 per cent of the client’s visit, the other 50 per cent being the experience that clients get when they’re in the salon. Clients can get a good cut or colour in lots of places, but it’s what salons offer clients after that, which sets them apart.

“When we bought Lloyds five years ago, customer service was the first and easiest aspect to overhaul; good service

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costs nothing and is something that you can implement immediately,” says Danielle. “A common mistake made by a lot of businesses is they think offering a glass of bubbly or a cappuccino means they’re giving great customer service. In fact, it’s often the parts that cost nothing that your customers really want.”

She explains that a few of these elements at Lloyds include making sure no more than two team members look after one client so they don’t feel like they’re “on a conveyor belt”, and if a stylist is running late the client is offered another stylist to look after them. She also has a ‘wow’ budget set aside every month to impress clients. There are also procedures for shampooing, gowning and making refreshments to ensure continuity in the client experience.

“The result of our customer revolution has been huge; we’ve quadrupled our original salon’s turnover and opened two more. You don’t need to invest huge money, just time and effort,” adds Danielle. “Our salon has maintained a

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Lockonego George Northwood

John DiJulius

98 per cent client retention rate for the past three years.

He says managers should provide their team and their These are results that can’t be argued with.” team’s clients with plenty of platforms for feedback and to Darragh Curtin, managing director of Bellissimo Limerick, not fear the results. Each experience is unique to the client so has more than 1,000 client visits a week at his 9,000 sq ft they will see and experience things the stylist cannot, which is salon and believes the hair industry is unique, as “few why salons should welcome as much feedback as possible. industries enjoy the privilege of having so much one-to-one, Positive or negative, Darragh believes this information business-to-customer time”. will help your organisation He says: “In fact, most to identify areas for advertisers invest their improvement and resources vying for a couple development and can of seconds of a potential also serve to provide customer’s attention – and clients with a forum and yet once in the salon, the make them feel like true opportunity to make a stakeholders in your business. lasting impression is often “Having regular team missed. Take some time meetings and discussing DARRAGH CURTIN, BELLISSIMO LIMERICK out to think. Look at every the question of ‘what do our aspect of the customer journey, from making first contact clients really want?’ serves to keep the focus on customer with reception to leaving the salon and ask yourself honestly, service as a team priority,” he says. “This gets everyone on what do your clients really want? the team discussing what we do and how we do it from the “Is your business customer-focused or staff-focused? If client’s perspective. By shifting organisational thinking in you don’t know the answer to that, then just look at your this way, team members can begin to truly appreciate the opening hours and ask yourself: ‘who are they designed to importance of what it is they do by recognising how big a suit?’ Our client focus reshaped how we operate as a salon, difference it can make in the life of another.” with late opening until 9pm on weekdays and monthly Darragh continues: “I believe that each day we are granted partnerships with other local businesses that offer exclusive the opportunity to do something of great significance and offers rewarding our clients’ loyalty,” explains Darragh. we need to encourage each other to recognise the value

“Are you customer-focused or staff-focused? If you don’t know the answer, look at your opening hours – who are they designed to suit?”

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15/04/2016 12:43

Lockonego

Lloyds Hair team at the Alfaparf awards

Ruffians

The Lounge

#CustomerService

of our work and how it reaches ‘beyond the chair’ for all and greet, consultations, basin experiences, hair service, of our clients. By having the ‘compass’ of your business advice and leaving.” clearly pointed towards the client, all procedures and The Cork salon aims to create an experience that provides actions are governed and directed from a client-focused consistency and trust, which Valerie says are the two key perspective. The organic benefits of this to an organisation ingredients to make customers delight in the salon offering. are transformative. Morale tends to be higher as everyone And why has customer service become so important? “A is recognised and valued great haircut is expected for the difference that they these days; it’s people that can make to the client provide the ‘wow’ and it’s experience. Smiles attract our clients’ experiences smiles and people want to with us that ensure they work in organisations where come back again and again,” employees are happy.” says Valerie. “To ensure we An example of this deliver on this we do regular ‘compass’ in action was ‘walk the salon’ sessions with VALERIE FINNEGAN CAHILL, IKON HAIR DESIGN during the recession in 2009, the team; we look at all areas when Darragh made the to see what can be improved decision to rent a car park adjacent to the salon in order to on. We put equal importance when training on ‘customer offer complimentary parking. Although it meant taking on a delight’ and communication as we do on the technical substantial overhead at a financially unstable time, it shows aspect of the job. We believe in delighting our clients – and Bellissimo’s focus on delivering what clients want. we achieve this through the attitude of the team, their “From the moment a client decides to choose us as consistency and passion!” their hairdresser, the experience must be a great one,” She adds: “We invest in team development and believes Ikon Hair Design owner Valerie Finnegan Cahill. communication so staff have a greater understanding of “To ensure this, we have ‘customer delight standards’ what their clients want and what makes them happy. There around every step of our client’s journey through the salon – are no gimmicks – it’s all about being looked after in a way including everything from booking appointments, meet that makes clients feel special, listened to and understood.”

“There are no gimmicks – it’s all about being looked after in a way that makes clients feel special, listened to and understood”

CREATIVE HEAD IRELAND

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Las highl “In salon perfe salon upgra

Pag Cut

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GOING 34

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15/04/2016 12:21

WEST

PROFILE

HOW DUBLINER SHAY DEMPSEY SEIZED THE MOMENT AND WENT FROM RUNNING A SALON IN IRELAND’S CAPITAL TO BEING GLOBAL ART DIRECTOR FOR SEBASTIAN PROFESSIONAL IN CALIFORNIA

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HIS CELEBRITY CLIENT LIST features stars such as Kirsten Dunst, Jerry Hall, Heidi Klum, Alicia Silverstone, Renée Zellweger and Helena Christensen, and with a high profile job in Los Angeles with one of the world’s top brands, it’s clear that Dubliner Shay Dempsey really has made it in America. Shay, who owned Zoo salon in Dublin for 14 years, was a member of the Wella Professionals Style Council in Ireland, working on shows at London Fashion Week such as David Koma and House of Holland, before taking up his role for Sebastian Professional.

Now that he lives on the Pacific coast of the US, he’s expanding his artistic career as a global art director for the brand. It’s a creative role that involves working on editorial and commercial campaigns and it’s earned him recognition and awards at home and in the States.

He’s been working with Sebastian for a total of 12 years now, so how did it all start? “I was using the products in the salon and I spent years doing press work from Ireland and in the UK, then I got a UK and Ireland ambassador role that led to working on House of Holland shows at London Fashion Week,” explains Shay.

“WE ARE ALWAYS LOOKING TO THE NEXT COLLECTION… YOU GO WITH YOUR GUT AND YOUR HEART IN THIS JOB” When the position of global artistic director became available in 2012, Shay went for the role and the rest is history. He currently works alongside Michael Polsinelli as part of a duo of global talent for the brand.

“Los Angeles is the home of Sebastian and part of my job is doing the hair, meeting the press and going through the next collection, as well as working on the product and education side of things.”

What helps to inspire Shay in his work?

“I am a very visual person. Hair is the biggest accessory to fashion, so I take a lot of influence from designers as well as the people I work with, or sometimes it’s just being aware of my surroundings when I travel the world,” he reveals.

So what has he been up to most recently?

“We’ve been promoting a relaunch for Sebastian; we travel a lot doing presentations for the brand as well as photo shoots and working on shows,” he explains. “We are always looking to the next collection and now I’m involved in product development too – you go with your gut and your heart in this job.”

Shay’s been working on the new Sebastian Professional Shaper Collection, which showcases the versatility of the brand’s hairsprays and its different levels of hold. What was the starting point for the shoot? “Sebastian Professional is one of those brands that is constantly evolving; we’re always trying to inspire hairdressers and we’re not afraid to break the rules. I think

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15/04/2016 12:29

Sebastian Professional Shaper Collection

the reason this collection came out was more to highlight that Shaper has been a hero product for 30 years. It was launched in the ’80s and was the first hairspray that could be used upside down, so the iconic white cans became hugely popular at hair shows,” he explains.

The collection includes Shaper Zero Gravity, Reshaper and Shaper Fierce – all of which have different hold and flexibility levels. “The shoot is a celebration of the hairspray itself – of course it’s more dramatic than the hairspray, but ultimately it’s an homage to those products,” he continues.

“The most important quality of these hairsprays is their versatility – they’re not sticky, you can brush them out, and use them again the next day. Shaper is milder and Shaper Plus is extremely light, while Shaper Zero Gravity is the lightest hairspray you can put on damp hair.

“It’s great for shoots because you don’t want to overload a model’s hair; with these products you don’t have to wash out the hair and shampoo it because you don’t have the time. It’s up to hairdressers to recommend it to clients, but you need to know your client’s hair well,” he adds.

Next October Shay and his family will have spent four years living Stateside; how’s life in California and what does he miss about home?

“In Dublin I really miss family and getting a fix of that Irish humour. We don’t have any other family in the US but

my mother and sister come out to see us a lot and I get home to Ireland for Christmas every year,” he says. “The weather is out of control so my family and friends love coming to visit La-La-Land – the sun never seems to stop shining!”

Shay continues: “We’re outdoors more as you can go on walking trails, have barbecues or just decide to go to the beach – this has become the norm for us.

“I live in Malibu, about 45 minutes north of LA, so we have the beach and mountains, we can go sunbathing or skiing – you get used to the good weather. I would say my wife Elaine and our three children have all settled down, it was hard in the beginning but we have a great lifestyle here now.”

And his love of fashion has been passed down – Shay’s daughter Abby is following him into the world of shoots and shows. “Abby’s studying to become a make-up artist and is shadowing me on all the shoots. She will go to college next year and plans to work in film or beauty makeup, maybe get a TV job here in LA.” On reflection, is he glad he headed out west? “It took a lot of guts at the time and I was afraid to make the move. It meant uprooting my family but it was a huge moment for me creatively. As a hairdresser you want a full book, you want to make money and keep everyone happy. When I got the opportunity I took it and went with it. It’s the biggest thing to happen to me professionally, so I’m happy.”

“WHEN I GOT THE OPPORTUNITY I TOOK IT AND WENT WITH IT. IT’S THE BIGGEST THING TO HAPPEN TO ME PROFESSIONALLY”

CREATIVE HEAD IRELAND

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T OP SH EL F

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NIOXIN DOESN’T JUST cover up thinning hair, but offers a skin care approach to target the three signs of hair thinning – lower hair density, reduced strand diameter and an unhealthy scalp. The three-step system kits offer tailored cleansing and conditioning based on how severe the problem is. Then there’s the heat-protective styling range, which plumps hair and gives a brilliantly voluminous finish.

NIOXIN THREE-STEP SYSTEM KITS RRP FROM €34.50 NIOXIN STYLING PRODUCTS RRP FROM €19.95 nioxin.com

Help clients achieve their full potential and provide the best conditions for growth with threestep Cliniscalp regime from Joico.

Schwarzkopf Professional BC Excellium Q10+ Collagen range is packed full of protein to care for mature, coloured hair that’s lacking in fullness for a smooth, lustrous look.

Kérastase Densifique Fondant Densité is a two-minute treatment that lifts the roots to give a thicker look and is packed with ingredients to stop weighing hair down.

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Redken Cerafill Dense FX penetrates the hair shaft and expands it in order to reinforce it, meaning it’s great for fine hair that’s suffering from split ends and other damage.

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For an impoverished scalp prone to weak hair, Alfaparf offers the Semí Dí Lino Scalp Care range. In particular, the Energizing Shampoo creates an intense action to prolong follicle life.

This integrated, threephase system from Actyva cleans, regenerates and helps prevent hair loss, counteracting the effects of free radicals and keeping hair healthy.

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CREATIVE HEAD IRELAND

15/04/2016 11:24

Hair by Craig Smith using Alter Ego Italy, photography by Andrew O’Toole

BOTANIKARE DAY THERAPY includes energising, purifying, rebalancing, wellness and calming ranges developed to address hair and scalp problems and even has scalp diagnosis so your clients can get the right treatment. We love the energising range which stimulates and revitalises both the scalp and fragile thinning hair.

The ritual includes energising shampoo, superactive tonic, lotion and densifying lotion to improve the resistance of hair structure and nourish the hair for healthy growth.

IT’S TIME TO try something new – the Intragen range from Revlon Professional offers revolutionary products including an Anti Hair Loss Patch which allows clients target problem areas with minimum effort. The treatment is in the form of a spray foam to ensure easy application and coverage. The ingredients include oleanolic acid, which inhibits the enzymes responsible for male and female pattern baldness, and a dose of vitamin H (biotin) to strength the anchoring of the hair to the follicle.

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M A L E GR O OM I NG Schwarzkopf Professional [3D]MEN Root Activator Serum effectively helps hair regain density. It works on hair, scalp and roots to deliver nutrients to the hair follicle.

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The Senscience Pro Formance range includes thickening shampoo to help support healthier, fuller and thicker-looking hair, nourishing the hair follicles to promote a healthy scalp for active hair growth.

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The GO24•7 range includes a Mint Thickening Shampoo that stimulates hair growth, contains honey aiding cell rejuvenation and also menthol that stimulates blood supply to the follicles.

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Pure style Purity and clean lines inspire the latest collection from Paul Stafford as he illustrates the craft of cutting PHOTOGRAPHY BY LEE MITCHELL CREATIVE HEAD IRELAND

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HAIR Paul Stafford; MAKE-UP Ashley Morhej; STYLING Sara O’Neill.

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EQUILIBRIUM WHETHER CUTTING, CURLING OR COLOURING, NATURAL BALANCE IS THE KEY, IN A COLLECTION CREATED BY ANGELO SEMINARA FOR GREAT LENGTHS UNIVERSAL PHOTOGRAPHY BY ANDREW O’TOOLE CREATIVE HEAD IRELAND

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14/04/2016 14:51

HAIR Angelo Seminara for Great Lengths Universal; MAKE-UP Laura Dominique; STYLING Lotta Aspenberg; SET DESIGNER Alun Davies; PRODUCTS Davines.

Ob sessed wit h thi s 'Ch ok er ha ir' tre nd fro m @chri stoph erk an e

F ire! F ire! @a my cre ighton x3 @pete rm arkh air

My new selfie light arrived today!

In the

Ice- whit e choppy bob for @ka diek enn y @peterm ark hair

frame Ryan Collins, graduate stylist at Peter Mark, Stillorgan, Co. Dublin, snaps away...

Contem porary bob with some crimp for my present ation today. Thank God it’s over!

Kyli e Jen ner moves with the tren ds very quickly #n avy hair Ph en om en al! #a de le

On a Pete r Ma rk shoot 50

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Going grey early. Thank you @court neykeogh- for letting me experim ent

C olou r ch a n g fa bu lou s @ be cke fo r th e y m oo n e y7

One of the best mom ents ever – meeting Bey once’s hairstylist!

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31/03/2016 09:40