Creative HEAD UK January 2022 by Alfol Publishing

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COL

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JANUARY 2022

WIN W

£4.50 JANUARY 2022

In print•online•everywhere!

THE ULTIMATE MASTERSTROKE FOR YOU AND YOUR BUSINESS 07/12/2021 16:12

*Colour U&A, September 2021, 2CV – females aged 16+, n= 4119

HOW DO I SHOWCASE MY PRO EXPERTISE AND THE UNIQUE EXPERIENCE IN MY SALON? As we welcome 2022, we know there’s an amazing year ahead with lots of opportunities to get clients loving their salon colour. While the pandemic shifted the way some have been colouring, the good news is many women (64 per cent) already know the best colour results lie in the hands of a professional,* and they know they’ll get the best service by booking into a salon. When women come into the salon for

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colour they love it because it makes them feel great – 63 per cent say they have professional colour to feel attractive and confident,* to be “the best version of me” – and when they’re with you, there’s an unrivalled opportunity to offer them the very best experience! Let's showcase our skills, our artistry, our brilliance – and all that makes salons THE destination for 2022.

07/12/2021 16:20

CR EATIV E HE AD AD VE RT OR IA L

“At Linton & Mac we make sure to showcase our pro expertise through our social channels, to engage with people and highlight the high-quality service and experience we give. We make sure to include our own work, along with that of our stylists, and fi lter it through social, newsletters and marketing material, letting our clients know we continually develop and train as a team, creating new colouring techniques, colour combinations, and styling menus.”

“We are aware that larger salons can be intimidating places so we start our unique salon experience on our social channels by using relatable stories and posts. That way when clients enter they feel at ease and part of the brand. We then continue that with a thorough and professional consultation to tailor a professional colour that can’t be recreated at home. Educating our team to a high standard is also key, which is why we have a training plan in place for the year, with a bespoke journey for each stylist. We want our clients to feel re-energised when they leave.”

DO IT!

JENN LINTON, CO-OWNER, LINTON & MAC, L’ORÉAL PROFESSIONNEL PARIS PARTNER

SHOWCASE THE AMAZING WORK YOU DO, AND THE CLEVER TECHNIQUES BEHIND THOSE GORGEOUS LOOKS, WITH PROCESS AND TRANSFORMATION IMAGES AND VIDEOS

JAYE MACDONALD, CO-OWNER, LINTON & MAC, L’ORÉAL PROFESSIONNEL PARIS PARTNER

ENHANCE YOUR IN-SALON EXPERIENCE THE L’ORÉAL PROFESSIONNEL PARIS TEAM IS READY TO HELP YOU WITH A BESPOKE ACTION PLAN FOR YOU TO EXCEED CLIENT EXPECTATIONS AND GROW YOUR COLOUR BUSINESS. CONTACT THE TEAM TODAY, CALL 0800 030 4034 (UK) OR 1800 535 616 (IRELAND)

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09/12/2021 10:18

ch aine created their own takes on Fren hy 2021 winners Danielle and Lorr Paris Global Style nnel essio Prof éal Irish and UK L’Oréal Colour Trop L’Or the for ot ely) in an exclusive phot osho to come. Balayage (left and right, respectiv ire consumer demand for months commercial techniques could insp eous gorg e Thes hy. Trop ur Colo and

HOW DO I ELEVATE AND ? T N E L A T E IV T A E R C Y M E G A LEVER

SOCIAL MEDIA MAY be a source of inspiration for women looking to change their hair colour, but for women who get their hair coloured in-salon, they trust their colourist to know the perfect shades and hues to make them look their best, every time. With years of training and the latest cutting-edge colour products at their disposal, professional colourists deliver personalised and highly technical bespoke colour looks. So put your skills on show. The L’Oréal Colour Trophy, now in its 66th year, illustrates beautifully the excitement of professional colour expertise, with a nationwide competition that not only showcases the brightest hair talents across

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the country but also ensures hairdressers can celebrate hair inspired by fashion and trend-led shades that consumers will really want. This year’s UK and Ireland competitions, open to ALL salons, will shine a spotlight on the creative brilliance of the artists whose trends we’ll see buzzing on the high streets in 2022, with a high-profile photo-shoot in a leading consumer title among the prizes. Clients love a winner and it helps you stand out from the crowd to those looking for a new colour expert to transform their look – so make sure this year your colour skills truly get noticed.

07/12/2021 16:21

CR EATIV E HE AD AD VE RT OR IA L

“L’Oréal Colour Trophy is the most inspiring competition in the hair industry. It encourages you to be innovative and push the boundaries with creative colour. I won the Young Colourist category back in 2012 and it was such a huge boost to my career. During that winning year L’Oréal Professionnel Paris helped to push my skills to the next level and shape me as a colourist. I’m delighted to have entered the L’Oréal Colour Trophy again in 2021 and taken home the big trophy, along with my team. It has raised the profi le of my salon and my team, creating multiple future creative opportunities. Our clients have been absolutely delighted, too!”

“The L’Oréal Colour Trophy is a ‘must enter’ for me – it helps to push my work to another level. Coming up with ideas, collaborating with my team, working with a model, and adapting all of this to create a top-to-toe image to be proud of… It’s important to push ourselves, create magic and have fun. My clients have been so proud of my win. They follow my journey every year – it keeps them wanting to evolve and adapt their own hair, and I have received an abundance of new client requests, too.”

DANIELLE GARNER, WILDFLOWER, DUBLIN LORRAINE HUME, LORRAINE HUME HAIRDRESSING, RANDALSTOWN – L’ORÉAL COLOUR TROPHY 2021 IRISH WINNER – L’ORÉAL COLOUR TROPHY AWARD 2021 UK WINNER ENTER THE L’ORÉAL COLOUR TROPHY

INCLUSIVE, DIVERSE AND CELEBRATING ALL HAIR TYPES, THE 2022 L’ORÉAL COLOUR TROPHY WILL CHAMPION PROFESSIONAL EXCELLENCE AND CELEBRATE HAIR ARTISTRY. FOR MORE INFORMATION ON THESE EXCITING CHANGES AND TO ENTER, PLEASE VISIT LOREALCOLOURTROPHY.COM OR LOREALCOLOURTROPHY.IE. FOR INSTANT UPDATES FOLLOW @LOREALPRO @LOREALPRO_EDUCATION_UKI #LCT22 #LOREALPROUK #LOREALPROIRE

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09/12/2021 10:19

O T G IN R B D N A L IL K S P U I HOW DO ? E U IQ N H C E T O R P F O R E W O P LIFE THE *Hair Coloration Social Media Topic Scan, Netbase. 65xdB. September 2021. Date Range: August 2020-July 2021 compared with August 2019-July 2020. **Colour U&A, September 2021, 2CV – females aged 16+, n= 4119

HAIR COLOUR

IS THE THIRD-MOST TALKED ABOUT BEAUTY CATEGORY ON SOCIAL MEDIA*

YOUNGER CLIENTS AR E MORE OPEN TO CH ANGING THEIR LOOK, WITH M ORE THAN HALF OF AGED 16 TO 34 THIN WOMEN KING OF EXPERIMEN TING WITH THE COLOUR OF THEIR HA ** IR

IN A SERVICE industry that’s as competitive as hairdressing,

shaping your education journey with a bespoke plan to suit your

continuously updating your skillset is vital. Hairdressing is

personal needs. Access has e-learning modules on Colour Keys,

innovative, fast-moving and profoundly image-conscious, so in

Blonde Studio Essentials and Undercoats and Neutralisation, all

order to stay relevant and be able to excite and impress your

of which can be accessed for free from any device, 24/7. Once

clients with the latest looks you must be educated in the latest

you’ve done your prep, there are practical e-learning seminars

products, trends and techniques.

for you to purchase and paint along with, including Getting

To anticipate the needs of every client who comes through

Started with Balayage and Getting Started with Toning. After

your door, you need the support of a brand that understands

you’ve got the basics down, it’s time to build that confidence

your personalised education needs. With L’Oréal Professionnel

and upskill further. Dive into the Access e-learning seminars on

Paris there are endless education opportunities available at the

Balayage Blueprint Foundation and French Balayage Application

click of a button 24/7 through Access – a unique digital platform

and before you know it, you’ll be wielding your brush with

where you can connect, discover, exchange, grow and learn,

utmost confidence, and wowing clients with your abilities.

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09/12/2021 10:19

CR EATIV E HE AD AD VE RT OR IA L

“Clients are so savvy nowadays about new trends, techniques and products, but no matter how many videos they watch, they “Times have changed. We used to fear cannot get a result as good as a pro would sharing our knowledge, thinking clients give them. When we use our experience would take the information elsewhere. Now and expertise, we can really offer the right we should be proud of our expertise and look and products that are suited to them! share it. If there’s a new colour innovation Colouring hair is no different to an artist or a new technique that would work for painting – it’s rare to paint in just one them, celebrate it. I always use the line, colour. We have such an incredible portfolio ‘I saw this and thought of you!’ Social media within L’Oréal Professionnel Paris to drives new trends, and clients see them so create bespoke colour based on a client’s much quicker than they used to. Encourage personality, lifestyle, and commitment; change, even if you think that mix this with the training we client always has the same. deliver at Francesco Group No-one ever left a salon because and it generates creativity to SHARE IDEAS FOR A NEW LOOK WITH YOUR they had too much choice!” CLIENTS – IT SHOWS YOU’RE CONSTANTLY adapt a look based on trends.”

DO IT!

CLAIRE CHELL, FRANCESCO GROUP, L’ORÉAL PROFESSIONNEL PARIS PARTNER

EVOLVING, AND THAT YOU'RE THINKING ABOUT THEM

ANYA DELLICOMPAGNI, FRANCESCO GROUP, L’ORÉAL PROFESSIONNEL PARIS PARTNER

LEARN ANYWHERE, ANY TIME. SIGN UP FOR ACCESS TO STAY UP-TO-DATE WITH ALL THE LATEST LAUNCHES, TRENDS, TECHNIQUES, BUSINESS AND DIGITAL UPSKILLING AVAILABLE FROM L’ORÉAL PROFESSIONNEL PARIS. IT’S THE ULTIMATE LEARNING HUB FOR HAIRDRESSING PROFESSIONALS, AND IT’S ABSOLUTELY FREE! VISIT LOREALACCESS.COM

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09/12/2021 10:20

LET’S TALK Anya Dellicompagni, Francesco Group

Jenn Linton, Linton & Mac

Jaye MacDonald, Linton & Mac

Claire Chell, Francesco Group

WHY – AND HOW – TO REACH OUT TO LAPSED COLOUR CLIENTS JOIN A PANEL OF EXPERT COLOURISTS TO HEAR HOW THEY’RE RISING TO THE CHALLENGE OF WINNING COLOUR CLIENTS BACK TO THEIR SALONS. DISCOVER THE SKILLS THEY’RE LEARNING, THE TECHNIQUES THEY’RE USING AND THE LUXURY EXPERIENCES THEY’RE SERVING TO DELIGHT AND EXCITE THEIR CLIENTS – THEN TRY THEM OUT IN YOUR SALON TOO!

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09/12/2021 10:21

CR EATIV E HE AD AD VE RT OR IA L

r u o l o C k c a Bring B Lorraine Hume, Lorraine Hume Hairdressing

Danielle Garner, Wildfl ower

INSTAGRAM LIVE WITH ANYA DELLICOMPAGNI AND CLAIRE CHELL, FRANCESCO GROUP; JENN LINTON AND JAYE MACDONALD, LINTON & MAC; LORRAINE HUME, LORRAINE HUME HAIRDRESSING; AND DANIELLE GARNER, WILDFLOWER DATE: MONDAY 24 JANUARY 2022 TIME: 5PM

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09/12/2021 10:23

THROU

THE NUMBER ONE RESULT WOMEN WANT FROM THEIR COLOUR IS

“HEALTHY SHINE”*

” L S A E T R N E I A L S C I R X U O O T L E O D C L A R T U O Y “ME L L A R O F R E G N A H GAMEC *Colour U&A, September 2021, 2CV – females aged 16+, n= 4119

IA L CR EATIV E HE AD AD VE RT OR

N WHO’VE

T OF WOME AIR DID SO 58 PER CEN EIR H LOURING TH O C D E* E P G P A O T M S A D F O GH FEAR

Seven years in the making, Serie Expert Metal Detox from L’Oréal Professionnel Paris is a breakthrough innovation that neutralises excess copper in the hair, a known cause of damage during the colouring process. Spray on the pre-treatment before colouring for all colour appointments to achieve a reliable colour result that’s not only significantly less prone to breakage, but also enriched with a gleaming, healthy-looking shine. London salon owner and L’Oréal Professionnel Paris editorial ambassador Adam Reed talked his client, celebrity singer and presenter Frankie Bridge, through the Metal Detox range when he switched up her look with a shoulder-skimming cut and French Balayage caramel tones. The ex-Saturdays singer thinks more seriously about her haircare since embracing longer lengths and uses the L’Oréal Professionnel Paris Serie Expert Metal Detox Shampoo every time she washes her hair, and the L’Oréal Professionnel Paris Serie Expert Metal Detox Mask once or twice a week.

GET METAL DETOX NOW! BUY YOUR L’ORÉAL PROFESSIONNEL PARIS SERIE EXPERT METAL DETOX PRODUCTS FROM LOREALPARTNERSHOP.COM

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09/12/2021 10:22

creativeheadmag.com

Retro hair inﬂuences are given a modern spin in ‘Breaking Glass’ by Luke Hawkins, with inspiration drawn from the namesake ﬁlm’s moody, ‘80s post-punk vibes

We caught up with Percy & Reed’s new art director, Emma Vickery, to discuss the inspiration behind its latest collection T R I B E (as featured in this very issue) and the accompanying ﬁlm vignettes

There’s a growing trend for putting clients on blast in meme content. But does it – and should it – have a place on your Instagram or TikTok feed? Social mediasavvy hairdressers share their thoughts

creativeheadmag.com

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creativeheadmagofficial

Determined to be more inclusive, Blue Tit London has launched a mission to train all staﬀ in textured hair. We chatted to education lead Sharley Butcher to ﬁnd out more

@creativeheadmag

07/12/2021 14:21

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02/12/2021 02/12/2021 11:11 16:02 02/12/2021 11:11

EDITOR’S LETTER14 72

48 JOIN US!

Hello 2022, we’ve got a good feeling about you! Kicking off the year is SELF/STYLED I don’t usually go in for these ‘New Year! New You!’ trends but Sunday, which is back with a after all of the everything these past two years, I felt a little bang on 30 January. Expect refresher would be rather fabulous. So, you’ll spot some newness motivational sessions and a in our pages this month – new regular items, a bit of a new look, 2022 Trend Forecast – see and some new contributing editors (meet them opposite!) who’ll page 38! Salon Smart be here in 2022 to share their insights, advice and work from their is back in real life on 21 worlds. First up are Most Wanted Sustainability Heroes Anne Veck and March in London – turn Keith Mellen (page 28), who will hold us by the hand as we make our to page 40 for an exciting businesses greener and cleaner. Newness is also a theme in our interiors update. From Syd Hayes’ special (page 58), as we shine a spotlight on those introducing new concepts circus and Ky Wilson’s and ideas for the salon space post-Covid. We’ll start a journey too with Christel and Bad Salon to a skate Alex Barron-Hough as they prepare to open their second branch of Stil – they’ll park shoot, ’70s styling be keeping a very frank diary for us on creativeheadmag.com. And we also and our industry-shaping discuss what you can do that’s new to win back lapsed colour clients right documentary, check out now, an enormous issue as research suggests an astonishing 2.5m women the Creative HEAD Videos have turned away from salon colour since the pandemic (page 48). created for you, on page 44. Plenty for all of us to sink our teeth into in 2022… And don’t miss our fresh drop on the Salon Smart HUB. From colour education to feeling empowered, get set for the year Amanda Nottage – see page 42 for the schedule! Editor creativeheadmag.com/events

amanda@alfol.co.uk

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creativeheadmag.com

creativeheadmagofficial

@creativeheadmag

07/12/2021 15:00

January WHAT’S INSIDE

OUR CONTRIBUTING EDITORS

SYD HAYES, Q CUT

SUBRINA KIDD

ON THE COVER

L’Oréal Professionnel Paris

MARK MCIVER, SLIDERCUTS

MURRAY MCRAE, STAG

POWER TO THE PEOPLE Most Wanted Best Local Salon, Curlàch, and Best Salon Team, Stag, talk team and community

KEITH MELLEN & ANNE VECK, ANNE VECK

SHARON ROBINSON

58 INTERIORS

HARRIET STOKES, HUMANKIND HAIR

EDITOR

KY WILSON, THE SOCIAL

Meet a few of exciting new spaces to inspire you for 2022

ONLINE AND DIGITAL ASSISTANT

CREATIVE PARTNERSHIPS ASSISTANT

ART DIRECTOR

ONLINE AND DIGITAL EDITOR

CREATIVE PARTNERSHIPS MANAGER

NICK JABBAL

ALISON ROWLEY

JENNY BROOKS

CHIEF SUB EDITOR

BRAND MANAGER

CREATIVE PARTNERSHIPS DIRECTOR

AMANDA NOTTAGE

DEPUTY EDITOR DEBORAH MURTHA

KELSEY DRING

ADAM WOOD

NAOMI SCROGGINS

DIGITAL DESIGNER

COMMERCIAL DIRECTOR

EVA VESTMANN

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LAURA TUCKER

NATASHA PEARS

JOANNA ANDERSEN

PUBLISHER

CATHERINE HANDCOCK

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

Creative HEAD is published 10 times a year by Alfol Ltd. Creative HEAD is a registered trademark. No part of this magazine may be reproduced without prior permission of the publisher. All information correct at time of going to press.

WRITE TO US AT: Creative HEAD, Alfol Ltd, PO Box 289, Hexham, NE46 9HJ 01434 610416 enquiries@alfol.co.uk

09/12/2021 11:49

IN THE KNOW A SELECTION OF THE ESSENTIALS

HAIRDRESSING LOSES TWO LEADING LIGHTS

THE INDUSTRY IS yet again in mourning as the deaths of two favourites, Peter Belcher (pictured above, left) and Darren Lacken (above, right), have been announced. Having started as a hairdresser, Peter Belcher – the former general manager of Henkel’s Beauty Care Professional business – was a Schwarzkopf Professional legend, spending 41 years with the company and then supporting the industry with roles with the Fellowship for British Hairdressing and the Hair & Beauty Charity. He was 75. Crow Street Collective founder Darren Lacken had become a friend and inspiration across the industry thanks to his wit and warmth. The Dublin stylist’s work at shows such as the Wella Company TrendVision Award UK & Ireland Final in 2019 was breath-taking stuff. He was 42.

2022 FAME TEAM REVEALED Alex Cook (Wispers Hair & Nails), Jessica Hau (Rush Hair Wimbledon Village), Darrel Starkey (Taylor’s Hair Studio) and Lydia Wolfe (Jack & The Wolfe) have been revealed as the 2022 FAME Team at the Fellowship for British Hairdressing’s annual awards. Gary Hooker & Michael Young were reconfirmed as the FAME Team’s mentors. The event also saw Errol Douglas MBE crowned Fellowship Hairdresser of the Year, while Most Wanted Hair Trend 2021 winner Karoliina Saunders’ salon, Karoliina Saunders Hair Design, scooped the Individual Salon prize.

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BUY IT!

#HAIRTESTS BY GUIDO PALAU @GUIDOPALAU The pandemic and subsequent lockdowns have generated a fresh creativity from many in hairdressing, and the same can be said of the legend that is Guido Palau. He has launched a new book, #HAIRTESTS, that showcases his experiments shot simply yet oh-so effectively on the iPhone by the maestro himself. The limited edition of 1,000 copies is available at Dover Street Market in London, alongside other select shops. Supported by his long-time assistant Sandy Hullett, Guido has created something very different from his previous tomes. “We would just go into a studio with our equipment, a bag of wigs, and I’d get a group of young models, and just do what I do. The book is more like a sketchbook of my ideas,” he explains Presented ringed with different paper stocks, photography filters and acetates, Guido wanted it to “feel like an object rather than just a book”. “I didn’t want it to be like a proper book, bound and very serious. I liked the idea of a scrapbook,” he says. #HAIRTESTS by Guido Palau is published by IDEA, RRP £65

CREATIVE HEAD

09/12/2021 11:50

BOOK IT!

CORRECTIVE BALAYAGE

BALAYAGE IS a colour service that’s now as popular with clients as highlights, thanks to its dominance on Instagram. And on those feeds you’ll see seamless, glossy results that clients expect on their own locks. So what do you do if the canvas isn’t exactly a blank one, with heavily coloured or uneven tones challenging your skills? You book onto this course from Wella Professionals, pronto. The one-day special, designed to help colourists handle all those post-lockdown colour tests, will help you build confidence in essentials such as reverse balayage, formulas, column planning, diffusing dark bands and securing beautiful results, even on an uneven surface. It will also guide you on the best way to manage client expectations, and help you guarantee that balayage as a corrective service is profitable. WHERE? London, Manchester, Dublin, Edinburgh BOOK: education.wella.com

Salons get a Friday feeling Friday is now the bigges t

day for hairdressing sales, according to dat a fro m Paymentsense. Data analysed betwe en Oc tober 2020 and Oc tob er 2021 saw Thursday com ing in a close second, as well as a shift in bo oking hab its, with Monday to Thu rsday seeing a higher spend compared with Friday to Sunday. The res earch als o revealed tha t the highest-spending clie nts were those in Chelmsford, spending an average of £57.47 per visit, followed by Ed inburgh (£56.11) and Portsm outh (£55.6 5).

CREATIVE HEAD

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Everybody’s talking about…

Amy: Beyond The Stage @DesignMuseum

Yes the music is legendary, but so is that beehive. Celebrate the creativity and style legacy of Amy Winehouse in this first major retrospective exhibition at the Design Museum in London. Alongside exploring her incredible performances, the show delves into the story behind her iconic beehive, as well as many of her memorable fashion moments with outfi ts from labels including Preen, Moschino, Roberto Cavalli and John Galliano. There’s a studio space inspired by Metropolis, where much of Back to Black was recorded. Covering the Frank and Back to Black eras, you’ll see how Amy’s style evolved from the flowing hair and retro wardrobe of the early ’00s to the iconic bold eyeliner, beehive hairstyle and contemporary fashion for the launch of her second album. You’ll be able to explore the culture behind the artist’s favourite accessories too, from her ‘dolly pump’ shoes to hair adornments. Book now at designmuseum.org

GREEN LIGHT

KAO GOES CARBON NEUTRAL

Kao – home to professional brands including Goldwell, KMS and Oribe – is now climate-neutral in the UK. This has been thanks to a mix of measures, such as energy saving and a collaboration with ClimatePartner, which helps corporations take climate action through steps such as offsetting. Kao has now achieved climate-neutral operations in both the UK and Germany, including the head office and academy of Kao Salon Division UK on London’s iconic Shaftesbury Avenue. Future plans include looking to certify selected brands and products as climate neutral within its portfolio. The move is part of Kao’s environmental, social and governance strategy, called the Kirei Lifestyle Plan, which aims to reduce the company’s global CO2 emissions to zero by 2040.

09/12/2021 11:50

Face Facts: IMPROVE LOYALTY RETAINING YOUR MOST valuable clients should be a top business goal. “New clients are a cherry on top but your bread and butter is retaining existing clients, especially your higher-spending colour clients,” explains Rob Smith from Slick. “It is the easiest way to increase revenue.” We asked for tips from salons and brands – here’s what you need to do:

•

@CLMORHAIR On the red carpet of The Fashion Awards at the Royal Albert Hall, the work of stylist Claire Moore on attendees Charles Jeffrey (pictured above, left) and Isamaya Ffrench (above, right) caught our eye, as it spanned the hairdressing gamut of glam and creativity. Wet-look waves on make-up artist Isamaya delivered fl apper-inspired chic, whereas the Loverboy designer’s club kid roots were dialled up to 11 with a dramatic orange-spiked wig.

Use your software system to help you make a list of colour clients with no future appointment. “This is your hit list!” says Rob. Contact each one, use their stylist’s name in the SMS message to make it personal, not junk. “SMS has a 90 per cent open rate versus email’s 10 per cent,” he adds. Follow up with images of inspirational work on your social media.

CATCH-UP

•

Charlie Miller has opened the brand’s first hair and beauty venture, in association with Wo:mankind Beauty Clinic in Edinburgh’s Stockbridge.

If a client is due back in for their next appointment and hasn’t yet booked, F&M Hairdressing gives them a call to catch up. “We’re very aware of many of our clients’ appointment patterns, so this shows we are thinking of them, ensuring they get booked in at a time that suits them best,” explains salon director Brian MacMillan. “Small gestures such as this go a long way, good service and the client relationship are absolutely vital to long-term loyalty.”

Haringtons UK creative director Barry Maddocks has assembled a new Creative Team for the brand, including stylists and assistants from across the 10-salon group.

•

O’Neils The Hair Advice Centre has a loyalty scheme that works for the salon as well as the client. “We encourage clients to book a six-weekly appointment and give them a 10 per cent discount,” says Jeff O’Neil. “A £50 cut and finish every eight weeks will mean £325 in a year. Every six weeks, that £50 with a 10 per cent discount is £387 in a year. The more clients you can get back into a six-week routine, the more turnover you will get, and your regular clients we feel the love too.”

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Off to work in the gloom? Getting home in the dark? The short winter days can take their toll on us all. So why not combat Seasonal Affective Disorder (SAD), aka the winter blues, with light therapy that imitates the sun and boosts your wellbeing, such as this Lumie Vitamin L Slim SAD Light in white (£89.99). johnlewis.co.uk

Most Wanted Business Thinker Legend Caroline Sanderson’s second book, Mindset, Magic & Miracles, has topped 20 UK Amazon bestseller lists. She has also launched her Million Mission, a £1 million training fund to go towards courses, websites, coaching and more through her Salon Jedi Academy.

CREATIVE HEAD

09/12/2021 11:50

GOT A PROBLEM? GET FIXED IN A FLASH WITH A LITTLE HELP FROM SLICK. HERE’S…

IN JANUARY THERE are two big jobs to do: making sure that you give your most valuable clients a BIG thank you, and finding out which clients are slipping through the cracks. Slick salon software makes all of this super-easy, with stressfree analysis at the click of a button. “Don’t assume your top-spending clients will all come back,” advises Rob Smith, cofounder of Slick. “Reach out to welcome them into 2022 and give them a nudge to book their first appointment of the New Year and get your January off to a strong start, even if it’s just for a blow-dry or fringe trim.” There’s nothing better to beat the January blues than a little self-care! Your system will show you all of your loyal and top-spending clients, and you can easily arrange to send them a message to encourage them to book back in. For example: ‘Happy New Year! Visit us in January to get a complimentary treatment as a gift from us to you’. There are also those clients who need a bigger nudge to book back in. The secret to getting back lapsed clients is nothing earthshattering: it’s about monitoring and forward planning. Have you checked recently to see which clients have not been in for a while?

THREE TOP RETENTION TIPS FOR JANUARY: IDENTIFY TARGET CLIENTS: Your Slick diary shows you who hasn’t visited in the past 12 weeks and who has no future appointment. LOOK CLOSER TO PHONE: Slick’s SMS blast messages have a 90 per cent open rate and are the perfect way to tempt people back. USE A ‘BOOK NOW’ BUTTON ON INSTA: By promoting a post and installing your Book Now button on Instagram, clients will see your beautiful work and can book back in easily.

HOW SLICK FIXED IT MARK CASWELL UMBERTO GIANNINI

“Getting bums on seats ultimately comes down to marketing and a wellmaintained database. Slick is great for helping with that, and for feeding back the moods and trends of the wider industry. Live dashboards that spell out where you have strengths and weaknesses allow you to make decisions easier and go straight to relevant marketing ideas that will service your clients, and push your stylists that little bit harder. “When the formula is right the cost should pay for itself out of the new growth from the business. We recently ran a SMS campaign – 3,000 text messages for £300 – with a message just to say we’ve moved our booking system, you can book online now. “No offer, just awareness, and we got nearly £3,000-worth of bookings as a result. Moving to digital only triggers more growth and makes the industry stronger as a result.”

WHAT YOU CAN DO NOW

MAKE A LIST OF HIGH-SPENDING OR LAPSED CLIENTS.THEN MAKE AN ACTION PLAN TO GET THEM BACK IN – IT WILL MAKE A DIFFERENCE! GET EXPERT ADVICE FROM THE TEAM AT SLICK ON 01202 286 005, EMAIL INFO@GETSLICK.COM OR VISIT GETSLICK.COM/CREATIVE-HEAD TO SIGN UP OR BOOK A DEMO CREATIVE HEAD

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09/12/2021 11:52

BEARDS AND BROWS, ALTRINCHAM @BEARDS_AND_BROWS

This is a multi-tasking marvel – it’s home to a hair salon, DJ, bar, beauty salon and barber all under one roof. Creator Andrew Sharples came up with the idea after a trip out with a former girlfriend to get their hair done together. He was all sorted after half an hour, and had to wait a further three-anda-half hours for her to be finished. Et voilà, here’s a self-care spot where you can have fun that caters to everyone. All ages, all genders, all styles, all personalities, all under one roof.

THE PLACES

NEW SPACES AND FRESH LOOKS TO HELP YOU WORK BETTER

NICHOLAS JAMES, LONDON

@NICHOLASJAMES_SALON Fabulous natural light abounds at Nicholas James, with contemporary décor that is cool and fresh, complemented by a beautiful Edwardian skylight. There’s no reception either, instead clients are greeted as they enter the salon and can relax at the bespoke bar. 14

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CREATIVE HUB STUDIO, EVERSHOLT

@CREATIVE.HUB.STUDIO This Bedfordshire hair, beauty and wellness studio offers a modern and flexible co-working hub in a relaxed setting. Now open for membership, members can enjoy access to appointment scheduling and a personal online booking system, too. CREATIVE HEAD

09/12/2021 14:14

WORK IN PROGRESS

THE FACES THE PEOPLE IN ACTION

GERRI STOBBS (@HAIRBYGERRILEIGH) OF NJUK AND THE 2021 WELLA COMPANY TRENDVISION AWARD UK COLOUR ARTIST WINNER, TAKES US THROUGH THE CREATION OF HER SUCCESSFUL LOOK

STEP 1

STEP 2

STEP 3

STEP 4

I toned underneath using Illumina 9/60 and 1.9% pastel. Taking fine sections from the top diamond I put colour in one-inch sections with Color Fresh Create formulas in purple, pink, yellow, and blue. I painted a four-inch section of soft yellow as my end colour, which blended beautifully with the base 9 blonde on top.

I wanted to incorporate pastel fl ashes of colour into one of my favourite global Illumina toners to express my love for colour, and to create something wearable yet high fashion. Although there are bright colours throughout, it’s still salonrelevant. The theme is futuristic and metallic, inspired by Tom Ford S/S22.

CREATIVE HEAD

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I used No Breaker from Sebastian for a great blowdry, then the ghd platinum+ straighteners to create a symmetrical wave to amplify a holographic metallic look. I then used EIMI Glam Mist for a high shine and EIMI Mystify Me strong hairspray to hold the finished look in place but still allow movement.

The whole day at TrendVision was an amazing experience and I loved creating my look at the Wella Studio. It was so lovely to meet people with the same passion and determination as myself. To see my vision made reality and then walk down that Roundhouse catwalk is something I will never forget.

FINAL LOOK

dVision Award I’m still in shock that I am the Tren t ldn’ believe it when my UK Colour Art ist winner. I cou n my dream for years bee name was announced. It has petition seems com ever now, so to place at my fi rst work pays off. hard that e prov surreal. It really does

09/12/2021 11:53

What would… Tariq Howes do?

The Avenue Male Grooming founder shares his approach to finding good staff I wish I knew the formula for successful recruitment as so many of us find it a challenge in the hair industry, especially right now. But having said that I have found great staff over the years, so I’m going to share with you what works for me. One of the main things I try to do to entice staff to want to join me is keeping what we do exciting: keeping busy on social media, doing photoshoots, campaigns, going to shows, entering competitions. I do a lot of editorial work and even television and often have opportunities to offer to my staff members. I know it’s hard to just start doing all of that, but at least being proactive and doing something gives a potential assistant or stylist a bigger reason to want to join. I know I’d rather join a brand or shop that’s doing more exciting work; at least that way you know they’re passionate about the industry. Second, when going through the process of selecting a staff member, I try to look for personality and temperament over talent. I know that might sound judgemental and, of course, we can’t always be sure about someone’s true temperament over a short period of time such as an interview or trade test, but this is what has worked for me. I’ve hired some amazing barbers over the years but at times their attitude wasn’t great towards the business. They could be selfish, and not care about other staff members or the shop as a whole. This can cause tension and bad blood. I’ve found a pretty good formula now as I try to get the team all on the same wavelength; all being individuals but having the same values towards each other, the customers and the shop. @tariqhowes

WHAT MADE ME LOUIS BYRNE @louisbyrneiciaiw

MY FAMILY UNIT broke down at an early age. My mum was a young single mother with two young children and found it hard to cope, so my Aunty Val stepped up to help care for me. I spent every weekend and school holidays with Aunty Val, and this was an incredibly creative environment for me. She was a seamstress and would do alterations on her old Singer sewing machine while I walked around in her high-heeled shoes. I felt free in that environment. From the age of fi ve I would often do my aunt’s hair. We started with blow-drys and progressed to colour and perms. She always told me if

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she didn’t like it, as well as when she felt good – an honesty that really made me. When I left school I got a job at the salon in the village where Aunty Val lived. She gave me the power and understanding of creativity and connection that has served me through my career. It has allowed me to find out who I really am and lifted me out of the darkest situations. In 2016 my life was unravelling. My marriage broke down, I lost a huge job with Ellie Goulding, and I lost my Aunty Val to cancer. The only thing I could hold onto was my craft and my passion. As time passed, I started to work on my wellbeing. This is what inspired me to create the I Can I Am and I Will movement, to inspire people to own their identity and embrace who they are. I want to share the message of positivity and empowerment because I am very aware of the dark situations people can find themselves in, but I am proof there is a positive way out.

CREATIVE HEAD

09/12/2021 11:54

24/7

MY SPOTIFY PLAYLIST INCLUDES… Music that might give you nightmares! I’M ALWAYS PLANNING… The next Halloween party. I LOOK UP TO… Anyone who has come from nothing and fought to be successful. WHEN I GET STRESSED I… Go deep inside my head to the safe space I’ve created there. I started building it from a very early age.

A DAY OF WORK/LIFE BALANCE FOR SESSION STYLIST ANTHONY TURNER @ANTHONYTURNERHAIR I GET UP AT… 5AM if I’m in London, I cycle to the gym and then head to the studio to start work. MY WORK WARDROBE CONSISTS OF… Black hoodies. MY JOB ENTAILS… Creating hairstyles for fashion houses and fashion magazines.

WHEN I GET STUCK I… Come together with my assistants to brainstorm. THE HABIT I NEED TO BREAK IS… Smoking, unfortunately. THE MISTAKE I LEARNT THE MOST FROM… Always check for sprinkler systems when prepping wigs in a garden – true story! THE ADVICE I’M GLAD I IGNORED… Being told that hairdressing was for dropouts. MY INBOX LOOKS LIKE… My agent Charlotte is the only person in my life! MY BIGGEST INDULGENCE IS… Art. I love art so much and buy it in abundance.

I GOT HERE BY… Sheer determination and resilience.

AFTER WORK… I leg it home to see my cats and I slam the door firmly shut!

MY DAY CONSISTS OF… No two days are ever the same. MY FAVOURITE WORK TOOL IS… My Parlux hairdryer.

I DECOMPRESS BY… Drawing while listening to beautifully haunting music.

MY DAILY FUEL IS… Black coffee, and my assistant, Claire Grech.

EVERY DAY I HIT… Instagram, obviously. It’s nice to see what other people are putting out there and I only follow people who inspire me.

CREATIVE HEAD

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BBC News. I like to know what’s going on in the world and you never know you might just wake up to some good news. Hasn’t happened in a while though…

Dear Joan and Jericha. It’s my favourite podcast. Julia Davis and Vicky Pepperdine are hilarious as mock agony aunts. It’s definitely not for the easily offended…

09/12/2021 11:54

Hair by Sophia Hilton and the Not Another Art Team

an, Three veg s le tyling sustainab ty lean Beau join the C e h T . ll products e itch m Paul M der n o w line-up fro ll a a do-itis m a re C , seals and Styling ooths and m s s, om n e ft protect fr that so pray helps S old g h n li t h ty g S Heat adding li age while r m fo a h d c l a a e therm ost? R Need a bo . e in h s d . an g Liquid Volumizin

each RRP £2su3cc.5es0s.co.uk salon-

InstaCure Porosity Fill er is the new hero of the revamped Backbar range from Matrix. As well as Fill, these backwash problem-sol vers also help you to Prep (Alt Actio n shampoo), Edit (No Stain colour rem over) and Nourish (Total Treat ma sk).

In-salon service lorealpartnershop.com/uk

Just like the iPhone, regular updates in technology drive INNOluxe, and here is V3. Its Advanced AminoBond Technology rebuilds, repairs and protects the hair, as well as adding softness and shine. Use ReBond V3 with Balance Plus V3 with colour, Foam V3 with Balance Plus V3 or Balance Plus Platinum as a standalone, and use Elixir as an intense leave-in treatment clients can buy to take home.

, SESSION LABEL from lection of styling essent ials col sule cap a iver del to Refreshed ret that you’ll spot is the kind of backst age sec Schwar zkopf Professional sion stars. in the kitbags of the best ses

RRP from £17.10abel

In-salon service; RRP from £21

schwarzkopfpro.com/sessionl

innoluxe.com

Speed up your rout ine without sacrificing results with Redken Quick Blowout Accelerated BlowDry Heat Protection Spray, a bi-phase formula that speeds up blow-dry time and styling, and protects from heat.

RRP £20.50

lorealpartnershop.com/uk

Want colour with integrity? NAK HAIR colour includes NAK HAIR Permanent and NAK HAIR Soft and has now arrived in the UK. It’s a fusion of science and nature, t boasting chromat ic micro-pigmen and technology, gentle processing rich colour and condition.

In-salon service

Expanding its Mindful Origins line-up, AUTHENTIC BEAUTY CONCEPT has unveiled Bare Cleanser, Balancing Potion and Det oxifying Scalp Mud, all focused on gently caring for scalps.

RRP from £24

authenticbeautyconcept.com

xpertprofessional.ie

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CREATIVE HEAD

09/12/2021 11:56

STOCK IT!

LAUNCHES AND INNOVATIONS READY TO HIT YOUR SALON SHELVES Get neutralising with Chroma Crème from L’Oréal Professionnel Paris. There’s the Purple shampoo to cool down yellow tones for blonde hair, and the Blue shampoo to rid orange tones from light brown hair. With even deposit s and super-caring formulas, there’s no need for a conditioner or mask after use.

RRP £10.50 each lorealpartnershop.com/uk

Warm autumnal reds and soft nude silks offer a comforting palette for the coming season. With five new shades joining the expansive Koleston Perfect universe, you can expect the same sheen and depth of colour that makes this formula such a winner. Choose from 77/44, 99/44, 8/01, 7/77, and 5/71.

In-salon service

Wi th a wa uniq nd ue c 1 24 reate 4mm hou sd bar e rs, wit fined rel, th hn e a o e nd e new ven xt r ghd em e h curls cur v ea t e t and hat la thin ghd cur st f les hair lin o sd .com am r up t g o age .

RRP

£13

uk.wella.professionalstore.com Plan to swerve plastic in 2022? Then these combs from Leaf Scissors are ideal – they’re made from eco-friendly wheat straw, the by-product left over after harvest. Genius!

RRP £10 each, complete set £30 leafscissors.com

Care for colour just got easier with the new Semi di Lino Blonde and Brunette ranges from ALFAPARF Milano. Both lines cont ain clever tech to counteract the negative effects of blue light, helping to keep colour intense and vibrant for longer.

RRP from £4.95 alfaparfmilano.com

CREATIVE HEAD

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New from Indola’s vegan and free-from line ACT NOW! comes Purify Shampoo to cleanse and detoxify air-polluted hair. One of its Solid Shampoo bars delivers as many uses as a 330ml liquid shampoo, without the plastic.

RRP from £13.90 indola.co.uk

10/12/2021 12:32

COLOUR VISION

NEW YEAR, NEW OPPORTUNITIES! CAPITALISE ON THE TURNING OF THAT FRESH PAGE BY FOCUSING ON, AND INVESTING IN, THE SKILLS AND PRODUCTS THAT WILL ELEVATE YOUR BUSINESS – WITH THE HELP OF WELLA PROFESSIONALS

BOX FRESH

IN ASSOCIATION WITH

Make 2022 the year of NEW with fresh education from Wella Professionals. Four exciting courses join the expansive education available this year: Signature Masterclass – a one-day course taught by some of the best Wella colour artists, delivering seminars featuring their signature look. Blading By Sebastian – a one-day advanced craft course to equip you with the fundamentals and the confidence to use these skills led by Angelo Vallillo, Sebastian Professional global creative artist. Hot Tool Styling – expand your styling skill set with this hands-on seminar to learn new waving and curling techniques, led by Wella guest artists including James Earnshaw and Michael Gray. Classic Hair Up – featuring everything from the foundations of hair-up and proper preparation through to the perfect finish that lasts – led by experts including Gustav Fouche and Michael Van Clarke. Discover these courses and many more online, offline and blended opportunities, with the Wella Education Book 2022. Order now from your account manager, your local Wella Studio, or at wella.co.uk/educationbook

THE COLOUR CLINIC IS OPEN…

ENGE AND HOW EVERY ISSUE WE SPEAK TO A WELLA PROFESSIONALS COLOUR EXPERT ABOUT A KEY CHALL BON_KYD) KNOWS TO OVERCOME IT. WELLA PROFESSIONALS UK AND IRELAND TOP ARTIST JAYSON GRAY (@KAR FUNDAMENTALS THAT THERE ARE TWO KEY ASPECTS TO BEING A GREAT COLOURIST: FLEXIBILITY AND THE “As we emerged from the lockdown, I didn’t really anticipate just how bad the hair of clients who strolled through the door would be! I hardly recognised these once well-groomed ladies. It was a really revealing and somewhat strange time, although I got quite a kick out of having to literally start afresh on everybody. The hair history of some clients of the past six to nine months reads like the plot of a movie, between home hair experiments and mid-life crises! “I worked from dawn to dusk for months, and although I was thoroughly shattered and tested to the brink, I knew I had a trusty bedrock of all my colour theory knowledge to rely on. I loved every minute of it, pivoting and coming up with new colour plans, testing myself and giving my clients 100 per cent of my attention. “My Wella brain was in full flow and my product portfolio really sprang into action, delivering the perfect balancing formulas that I’ve come to rely on. I’ve been privy to some of the tonal delights of the new Koleston Perfect shades launching, delivering high-grade sheen, and hitting the mark every time. Expect juicy and cool-as shades that will not disappoint.”

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07/12/2021 15:15

CR EATIV E HE AD AD VE RT OR IA L

SHELFIE TIME

The launch of the new Koleston Perfect shades – 77/44, 99/44, 8/01, 7/77, and 5/71 – is extremely exciting as the shades coincide with this season’s hair trends. Spiced cinnamon red and uplifting burnished copper, inspired by nature, give a flattering warmth to the hair. They pair beautifully with the nude cashmere blondes for a palette of milky, neutral hues to give hair a modern softness. Koleston Perfect is loved by so many hairdressers, as it gives rich, healthy-looking results with up to 100 per cent grey coverage. We can’t wait to see the looks people create with the new shades.”

HAYLEY AUSTIN, WELLA PROFESSIONALS TECHNICAL EDUCATOR, @HAYLEY_WELLA

FORMULA FOR SUCCESS MARCO DIAS, WELLA PASSIONISTA @MARCOINDISGUISE

I wanted to create something fun and colourful yet lowmaintenance for my model, who has a bit of grey hair and didn’t want to cover them completely. I used the grey hair in my favour, with baby highlights around the face and balayage at the nape area using Wella Blondorplex +6%. I love the contrast between cool and warm tones, so I decided to play with them both – the possibilities are endless with Koleston Perfect because the range is so big. After rinsing and towel drying I used formula one at the root and at the lighter parts around the face and back, before melting formula two through the mid-lengths and ends.”

FORMULAS Formula one: 7/18 20g +9/1 10g +0/66 5g +4% Formula two: 9/43 30g +0/65 3g +Pastel NO MATTER WHAT YOU’RE FACED WITH, WELLA PROFESSIONALS HAS THE SUPPORT, EDUCATION AND PRODUCTS TO EQUIP YOU WITH CAREER-MAKING CONFIDENCE. DISCOVER MORE ABOUT HOW WELLA PROFESSIONALS CAN SUPPORT YOU ON YOUR JOURNEY AT EDUCATION.WELLA.COM @WellaHairUKI #WellaColour #MakeChange WellaUKI CREATIVE HEAD

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09/12/2021 11:57

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06/12/2021 16:45

KOLESTON PERFECT SHADOWLIGHTS

For a natural multi-dimensional colour with softer regrowth

With 5 new shades available: 7/77

5/71

77/74

8/01

99/44

@WellaHairUKI #AskForWella #WellaColour | uk.wella.professionalstore.com

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Scan to learn more about this service

06/12/2021 16:45

Pictured from left: Charlotte Mensah, Richard Lambert, Lan Nguyen-Grealis, Chloe Swift, Jonathan Andrew, Sonia Haria, Vernon Francois, Errol Douglas MBE, and Abigail James

Blue Monday

W RNING SALONS ARE ADVISED to be on the lookout for mental health problems in staff in January. Since being identified by psychologist Cliff Arnall as the gloomiest day of the year, ‘Blue Monday’, or the third Monday of January, has become synonymous with despondency due its combination of postChristmas and New Year blues, cold nights and the arrival of credit card bills. The mental health charity Mind highlights that 60 per cent of employees say they’d feel more motivated and more likely to recommend their organisation as a good place to work if their employer took action to support wellbeing, so the NHBF is reminding owners to pay special attention to staff during this period. If you notice signs of stress, arrange a confidential meeting with your team member to discuss any concerns, and then develop an action plan to address issues. Find more at nhbf.co.uk/stressed-employee

HAIRDRESSERS VISITING CARE HOMES MUST BE VACCINATED Any professional visiting a care home, such as hairdressers, will be required to provide evidence that they are vaccinated before entering the home, as part of new regulations brought into force. Anyone working or volunteering in a CQC regulated care home must have received a complete course of a Covid-19 vaccination (not including boosters) unless they are exempt. Full guidance is available at gov.uk

NHBF REVEALS INDUSTRY TOP 100 INFLUENCERS 2021 The NHBF has revealed its Top 100 Influencer list at a ceremony in Electric Space London, hosted by Telegraph Group beauty director, Sonia Haria. The inaugural winner was beauty influencer Caroline Hirons, and the highestplaced hairdresser was Errol Douglas MBE, who ranked in 4th place. Other hair stylists ranked highly included Jamie Stevens (5th), Casey Coleman (6th), Jaymz Masters (7th) and Charlotte Mensah (10th). The awards took place after months of deliberation and were announced live on the NHBF’s YouTube channel, with many of the top 20 in attendance at Electric London. Last summer, the NHBF invited nominations from industry individuals for the most influential people on social media, including hairdressers, barbers, beauty therapists, nail technicians, make-up artists and aestheticians. Once nominations closed, the list was independently analysed by an influencer index based on independent data metrics and were also revealed across the NHBF social media channels @nhbfsocial. To discover the full Top 100 list, visit nhbf.co.uk/events/top-100-influencers. You can re-watch the live stream at youtube.com/NHFederation

Budget bumps up wages THE NATIONAL LIVING Wage (NLW) will increase to £9.50 from the current rate of £8.91 from April 2022. Revealed by the Chancellor of the Exchequer in his Autumn Budget, the National Minimum Wage (NMW) will also increase across the various age groups at the same time. The change to NLW, which applies to those aged 23 and above, represents an increase of 6.6 per cent. Rates for 16- to 17-year-olds and 18- to 19-yearolds both increased by 4.1 per cent, to a wage of £4.81 and £6.83 respectively. The NMW for 21- to 22-year-olds increased by 9.8 per cent to £9.18. Campaigning organisation the Living Wage Foundation announced that, as of Monday 15 November, its recommended Real Living Wage (RLW) had increased to £9.90 across the UK and £11.05 in London. RLW is voluntary, but about 9,000 employers are currently signed up with the Foundation. For further NLW/NMW information, visit nhbf.co.uk/nationalminwage

To find out more information and how to join the NHBF, call 01234 831 965 or visit nhbf.co.uk 24

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09/12/2021 11:58

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03/12/2021 13:25

MISSION CONTROL PUTTING YOU IN THE DRIVING SEAT OF YOUR SALON in association with Phorest Salon Software and the Creative HEAD Reader Panel

PERCENTAGE OF TURNOVER ATTRIBUTED TO RETAIL

9.9%

HOW DO YOU COMPARE? How was business in October compared with September? SAME 12%

UP 38% DOWN 50%

How was business in October 2021 compared with October 2020?

AVERAGE CLIENT SPEND IN OCTOBER

DOWN 38% UP 62%

£63.26

THE MISSION: A JUBILANT JANUARY

50% of salons offer a

specific discount/ promotion at this time of year

75% of salons are

working on a marketing plan or already have it in place for all of 2022

63% of salons are

providing education for stylists in January

“Our priorities in January are building up our two youngest team members, who are currently in the process of achieving their qualifications, ensuring our prices are where they should be as our costs have increased since the pandemic, and recruiting more staff.”

BEAT THE JANUARY BLUES We all know the Christmas high can be short-lived when the salon feels empty by January. But here are three solutions: PHOREST CLIENT RECONNECT: This identifies your at-risk clients and prompts them to rebook, filling your calendar and making sure they don’t go elsewhere. It brings back those clients who haven’t been to the salon in a while and fills the empty chairs. UK salons that are regular users of Client Reconnect regain an average of 29 clients per salon each year. In 2019, regular users generated £1,125 revenue from the service, making more revenue from that feature alone than the cost of their entire Phorest subscription. PHOREST ONLINE REPUTATION: A feature that will automatically get you some amazing reviews from your clients over Christmas that you can share when you get quiet in January. It sends your client a message after they leave your salon asking for a review. You can share your amazing fi ve-star reviews on your social media and to Google and Yelp! In 2020, 95 per cent of Google reviews received by UK salons using Online Reputation had a fi ve-star rating, with each salon getting an average of 76 public reviews to their Google or Facebook pages. CLIENT REBOOKING SMS: Salons can send automated SMS that you can set post-appointment, or use Phorest’s predictive algorithm to deliver the message at an opportune time. In 2019, UK salons who were regular users of the feature rebooked on average 128 clients per salon, generating £5,064 revenue – 37 times higher than the cost of sending the SMS reminders at 7p per message.

Reader Panel methodology: Survey conducted in a poll of 50 salons employing four or more staff and spread geographically across the UK

THE JANUARY BLUES, we all get them. And salons and stylists are often hit harder as clients hunker down to detox or save their cash after Christmas excesses. The challenge to keep bums on seats is very real, and it’s understandable that lots of salons see this as a key time for education, while the team can collectively catch its breath. But what can you do to keep bookings up and the salon floor a-buzz?

Kathleen Osborne is regional marketing manager at Phorest Salon Software UK & Ireland. Find out more at phorest.com @phorestsalonsoftware @phorest.ukie

EMMA SIMMONS, SALON 54 26

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09/12/2021 11:46

CR EATIV E HE AD AD VE RT OR IA L

ASP LUXURY HAIRCARE IS ON A MISSION TO REIMAGINE COLOUR FROM CORE TO TIP – WITH THE ASP INFINITI INTELLIGENT COLOUR SYSTEM MORE THAN 150 colours in different colour categories and one epic formula, ASP Luxury Haircare has pushed the boundaries of colour performance to create the ASP INFINITI Intelligent Colour System. It took years to develop, with each aspect of colourants examined, questioned, and improved upon for unique results. It is the brand’s most advanced colour range to date, featuring GPS-TECnology unique to ASP Luxury Haircare – so called because it precisely directs colour to the best location for incredible coverage and lasting power. The super-efficient colour deposit and incredible lift action of GPS-TECnology allows you to use much lower volumes of developer for the same stunning results – INFINITI will lift higher with 6% (20vol) than most colours do using 9% (30vol). The brand promises 100 per cent grey and white coverage, with UV filters and anti-fade technology so shades are built to last. But it doesn’t stop there. Oxygen is encapsulated more efficiently than other formulas, while the luxurious oils are broken down into smaller droplets for greater colour penetration and a rich, intense finish. With intense results achieved, those clever bods at ASP Luxury Haircare shifted their focus to the care and experience of colour. No stone was left unturned: INFINITI formulations are sulphate-free, contain low ammonia (from just 0.2 per cent) to keep scalps happy, are vegan-friendly, and contain more than 90 per cent naturally-derived ingredients from sustainable and renewable sources. Hair is deeply conditioned as it colours, thanks to the crème base formula with shea butter and argan oil, adding supreme shine for beautiful, healthier-looking locks. Choose from more than 150 shades in the INFINITI Intelligent Colour System, from rich brunettes, vibrant reds and coppers through to pastel metallics and gothic greys. If you can imagine it, you can create it with INFINITI.

DISCOVER THE ASP INFINITI INTELLIGENT COLOUR SYSTEM FOR YOURSELF AND REALISE YOUR COLOUR POTENTIAL, CALL 01794 527 111 OR VISIT ASPHAIR.COM CREATIVE HEAD

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07/12/2021 15:22

KEEP IT CLEAN YOUR GUIDE TO RUNNING A SUSTAINABLE SALON BUSINESS FROM OUR CONTRIBUTING EDITORS Creative HEAD contributing editors Anne Veck and Keith Mellen, owners of Anne Veck Oxford and winners of the 2021 Most Wanted Sustainability Hero Award, share what your business can do to make a real ecological difference “AT ANNE VECK Oxford we’ve been trying to make a difference by lowering the salon’s energy use, meeting our reduced energy needs from renewable sources, lowering our own and our clients’ carbon footprints, reducing waste through more efficient systems, and using ethical and sustainable products and packaging whenever possible. Anything we can do, you can do too! Remember, we’re trading in a world where being kind to our fellow humans and the earth resonates with our clients and is increasingly key to commercial success. Becoming a sustainable salon is a journey. We are all where we are, rather than where we’d like to be on “Sustainability. It’s such a big word! And faced with emergencies in this – so do what health, human rights, climate change and extinctions, it’s easy to you can but start now. Over the make like an ostrich and bury your head in the sand. But because coming months you work in the hair industry you have the power to make a real we’re going to share difference. So, ensure 2022 is the year you make your salon more practical advice sustainable and more ethical – we’ll be here with practical tips and and ideas from guidance from our Sustainable Salon Toolkit every step of the way!” our Sustainable Salon Toolkit, a ANNE VECK AND KEITH MELLEN, OWNERS OF ANNE VECK OXFORD completely free guide we’ve written to make it easy to help your salon to become more sustainable and more ethical, with steps ranging from easy, low-cost quick wins through to major changes that require bigger investments in time and money. You can start from the top and work through the actions, or dip in and out, keeping a record of what you’ve done. And at all times remember the Three Rs: Reduce, Re-use and, if all else fails, Recycle!” @annevecksalons

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CREATIVE HEAD

09/12/2021 11:59

ONE,TWO,THREE – GO! IF YOU DO ANYTHING, JUST DO THESE THREE THINGS. THEY’LL MAKE A POSITIVE DIFFERENCE TO SOME MAJOR PROBLEMS

CHANGE TO BIODEGRADABLE, COMPOSTABLE TOWELS, CAPES AND GOWNS Ditch cotton and in the salon you’ll save water, reduce energy use and help staff spend less time on laundry. It will help reduce damaging industrial farming, excessive water usage and human rights abuses in the places where cotton is grown. Having an individual towel for each client also improves hygiene, which is crucial in the current climate. Biodegradable towels, capes and gowns can be composted or even go to landfill with no harm done. They should be made from sustainable materials, saving rainforests from destruction, so make sure you do your homework to ensure any wood-based materials used are ethically sourced.

SWITCH TO GREEN ENERGY Join the movement away from fossil fuels. Several providers guarantee 100 per cent green energy generated from renewables, with a percentage of their gas coming from green sources, too. This will reduce your CO2 emissions considerably. Check out Ecotricity, Good Energy and Octopus. Green Energy UK offers 100 per cent green gas, as well as electricity.

MOVE TO A SUSTAINABLE AND ETHICAL PRODUCT SUPPLIER More and more brands now offer safe, ethical and sustainably-produced products and reduced packaging, free of harsh chemicals and including organic and vegan ranges. In terms of packaging, there is a debate about which materials are the most sustainable – advanced plastics, reclaimed plastics, glass, aluminium, stainless steel, paper, card, etc. The consensus is heading towards glass, aluminium and stainless steel.

NEXT MONTH: QUICK WINS – EASY THINGS THAT YOU CAN DO NOW TO BECOME A MORE SUSTAINABLE SALON. MEANWHILE, GO TO CREATIVEHEADMAG.COM/BUSINESS TO SEE ANNE AND KEITH’S SUSTAINABLE SALON TOOLKIT IN FULL CREATIVE HEAD

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07/12/2021 16:05

GREEN EXPANSE PAUL MITCHELL CLEAN BEAUTY TAPS INTO CLIENTS’ NEEDS FOR A MORE ECO-CONSCIOUS APPROACH TO HAIRCARE – AND WITH THE ADDITION OF NEW STYLING PRODUCTS, YOUR ENTIRE SERVICE CAN BE CLEAN AND SERENE

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CREATIVE HEAD

09/12/2021 12:32

VOLUMIZING LIQUID PRIME AND VOLUMIZE

*Excluding caps/closures. Check your local requirements.

An adaptable, fluid texture that is ideal for giving fine hair some oomph. Expect volume, style memory and shine – it makes a brilliant primer for a glossy blow-dry that really lasts. Hand-crafted with sustainably sourced ingredients of 84 per cent natural origin.

IT’S IN THE BAG

Wasteful packaging is a huge red flag – which is why Paul Mitchell Clean Beauty is such a game-changer. Each product is created using sustainable sugar cane and is 100 per cent recyclable.* The sugar cane captures CO2 as it grows and is used to produce ethanol and renewable energy as it is transformed into Paul Mitchell Clean Beauty packaging. This bioplastic eliminates more carbon than it emits, so you can confidently reassure clients that they’re investing in a greener future.

CR EATIV E HE AD AD VE RT OR IA L

PAUL MITCHELL’S ECO-CONSCIOUS, professionally-driven brand ethos is an unshakable foundation that has supported more than 40 years of growth and development. Years ahead of the competition, Paul Mitchell has always focused on what it gives back to the world – producing professional products that are mindful of the planet, while still delivering great hair experiences. With 100 per cent vegan products, clean formulas, organic botanical ingredients and carbon-negative (yes, negative!) packaging, Paul Mitchell’s Clean Beauty range keeps the salon professional and the planet’s needs in mind from start to finish.

After exploding out of the gate last year with a comprehensive line-up of care goodies, 2022 sees three new versatile styling products join the mix.

COME CLEAN

Style can be sustainable. This trio of products is infused with flax seed and ferulic acid to help nourish and protect hair while they work to shape and style. Flax seed is rich in omega fatty acids, perfect to nourish and strengthen hair, while plantsourced ferulic acid provides antioxidants to help protect hair against external aggressors.

HEAT STYLING SPRAY

STYLING CREAM

A must-have for stylists and clients to prep hair for polished styles without sacrificing natural movement. Give hair that ideal tactile, light hold and shine while protecting hair from the effects of heat-styling. Contains ingredients of 93 per cent natural origin.

Your one-product-wonder for styling needs, this has a lightweight formula that delivers memory and control for you to work with. Forget sticky texture that slows you down; this has a touchable, soft feel that smooths and seals the hair, with ingredients of 88 per cent natural origin.

SHINE AND THERMAL PROTECTION

SMOOTH AND STYLE

FULL CIRCLE

All Clean Beauty products in the four ranges – Everyday, Anti-Frizz, Hydrate and Repair – also use the innovative sustainable sugar cane bio-plastic packaging and are created using botanical ingredients grown on a biodynamic, open lab farm in Italy that manufactures the products using 100 per cent clean energy. With Paul Mitchell there’s always a better way and a better future that can be achieved together. No corners are cut, and everything is undertaken with intent, and purpose… just like you and your skills.

DISCOVER A PRODUCT RANGE THAT WALKS THE WALK, DISCOVER PAUL MITCHELL CLEAN BEAUTY. FOR MORE INFORMATION OR TO BECOME A STOCKIST, CALL 0845 659 0012 OR VISIT SALON-SUCCESS.CO.UK/CLEANBEAUTY CREATIVE HEAD

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09/12/2021 14:15

#CRAFTTHEDIFFERENCE MODERN STYLISTS WANT THEIR TOOLS TO BE VERSATILE BUT MANAGEABLE, A CONCISE LINE-UP TO DELIVER WHATEVER THE OCCASION DEMANDS. THAT’S WHERE THE REWORKED SESSION LABEL FROM SCHWARZKOPF PROFESSIONAL STEPS UP…

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CREATIVE HEAD

07/12/2021 14:57

*All products except The Miracle and The Definer, which will be switched to a vegan formulation

CR EATIV E HE AD AD VE RT OR IA L

ICONIC AND ALWAYS professional, the styling legend SESSION LABEL from Schwarzkopf Professional has been revamped. This is a concise and compact drop of versatile assortments that can meet your demands, wherever and whomever you’re styling. A unique brand that has become synonymous with creative styling and editorial fl air, SESSION LABEL now presents 12 highperformance formulas designed to help you #CraftTheDifference. Exclusive to salons, the intuitive range has been curated for the daily lives of stylists while being inspired by the world of session. This is a capsule brand that delivers details, answering the needs of how real hairdressers use products in real life, every day. Think how you layer and cocktail consistencies and textures to create tailor-made results that delight the guest in your chair. With SESSION LABEL there’s a laser-focused attention to detail found in the selected lightweight formulations, be that the micro-dust particles you’ll see in clouds from The Powder, or fast-evaporating nebular droplets in The Strong and The Flexible hairsprays. What does this all mean? Endless styling possibilities without overburdening hair, perfect backstage or behind the chair. Its own look is premium and modern, with minimalistic, matte packaging and say-what-you-see names that keep the focus on the product, while celebrating the craft. Seven of the most loved and high-performance formulations from the previous line have been relaunched alongside fi ve fresh innovations. And supporting the wider sustainability efforts of Schwarzkopf Professional, all plastic resin used in packing is carbon-free to ensure recyclability, while most of the products contain vegan formulas* too. To see what each product in the collection can do, there’s a showcase of nine new signature SESSION LABEL looks, created by Schwarzkopf Professional’s global ambassador, Tyler Johnston and global styling ambassador, Nick Irwin. They illustrate the breadth of possibility from this capsule collection, united by craft and attention to detail while also sharing style inspiration and service opportunities. Learn how to use them all, so you can create something different. Today, different is often digital, and SESSION LABEL is more than crafting hairstyles alone. Online, you’ll find all you need to know about the portfolio, backed up by content from the Schwarzkopf Professional ASK Education team, including tutorials, live coaching and virtual training sessions with Nick Irwin and Tyler Johnston as well two new seminars for 2022: ‘Hair Behind the Camera’ and ‘Create It, Post It’.

SHARE YOU

R OWN

#SE #CRAFTT SSION LABEL AND S HO HE ON INSTAG DIFFERENCE – TAG WCASE HOW YOU RAM FOR A @ CHANCE TO SCHWARZKOPFPRO UK FEATURE O N THE FEE D

SESSION LABEL: A PERFECT LINE-UP OF 12 TOOLS TO PUT THE POWER IN YOUR HANDS. HOW WILL YOU #CRAFTTHEDIFFERENCE? FOR THE LATEST STYLING INSPIRATION FROM SCHWARZKOPF PROFESSIONAL’S COMMUNITY OF HAIRDRESSERS, FOLLOW @SCHWARZKOPFPROUK. DISCOVER THE DETAILS AND THE DIFFERENCE AT SCHWARZKOPFPRO.COM/SESSIONLABEL

CREATIVE HEAD

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09/12/2021 12:33

T Levels: The Next Big Thing for Students & Teachers In partnership with NCFE, VTCT will develop the Hair, Beauty & Aesthetics T Level Qualification It was announced in October 2021 that NCFE had been chosen to develop the T Level Technical Qualification** in Hair, Beauty and Aesthetics with its specialist partner VTCT. As the market-leading Awarding Organisation for the Hair, Beauty and Complementary Therapies sectors, VTCT is proud to contribute the knowledge and experience of its own technical experts and key stakeholders to develop the government’s new gold standard technical qualification. How are T Levels structured? A balance of 80% classroom-based and 20% on-the-job experience, T Levels were launched in September 2020 as an exciting new highquality, work-focused alternative to A Levels for those aged 16–18. These two-year courses are designed with employers to accurately reflect the current and future skills needs of the sectors and occupations they’re designed to serve. After completing their two-year T Level, students will have the necessary knowledge, skills, and behaviours to successfully progress into work or higher-level study. When students pass their T Level, they receive a nationally recognised certificate showing the overall grade they achieved: pass, merit, distinction, or distinction*. The certificate will also give details of what students learned on the course to help them move into skilled employment or a higher apprenticeship. A distinction* secures learners the same number of UCAS points as three A Levels at A*, and will be recognised by universities, other education providers and employers, meaning students’ progression options are kept entirely open. A T Level is split into three main sections: • The technical qualification (TQ) is the main, classroom-based element. Students will learn about their chosen sectors through a curriculum designed with the help of leading employers. • T he industry placement (which is the element that sets this learning programme apart from alternative options) runs for a minimum of 315 hours (approximately 45 days). This will give students practical insights into their sector and an opportunity to embed the knowledge and skills learned in the classroom.

• E nglish, maths and a digital provision are also built into the classroom-based element of the T Level giving students a solid foundation of transferable skills. What will students learn? Within the Hair and Beauty route, students will develop knowledge and understanding of the client journey and self-development along with business context and practices, sales and marketing, and safe working practices and regulations. The core knowledge and understanding delivered within this qualification will support students to transition into employment with the skills, confidence and attributes required to be successful in the sector. After gaining an appreciation of these wider core skills, students then gain a deeper understanding of an occupational specialism of their choice, allowing them to pursue their specific interests. The Hair, Beauty and Aesthetics T Level will offer three specialisms: Barbering, Hairdressing and Beauty Therapy. Why T Levels? It’s the balance of high-quality teaching and hands-on experience which make T Levels the ‘gold standard’ qualification the government envisaged. T Levels have been developed to ensure training providers can continue to teach trusted, accessible, relevant, future-focused and undeniably enjoyable vocational routes for students to pursue. That can only be a good thing for the next generation of creative talent. If you would like to shape the future talent in the industry and support the development of these qualifications from the outset (e.g. through reviewing content), please register your interest by completing the form on the bottom of the page: www.vtct.org.uk/tlevels and someone will follow up with you. We are looking for individuals from all sizes of business across England to participate in this development work and would love to hear from you.

**The T Level Technical Qualification is a qualification approved and managed by the Institute for Apprenticeships and Technical Education.

To get involved, visit: www.vtct.org.uk/tlevels

COMING SOON... 36

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CREATIVE HEAD

07/12/2021 14:53

A NEW CAMPAIGN TO RECRUIT THE NEXT GENERATION OF HAIRDRESSERS

Inspiring young people (and their parents) to understand how personally fulfilling, entrepreneurial, skilful and impactful a career in hairdressing can be

WITH THE FANTASTIC SUPPORT OF

CREATED BY

CREATIVE HEAD

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07/12/2021 14:53

SELF/STYLED SUNDAYS

LEARN NEW SKILLS. MAKE MORE MONEY. EDUCATION AND EMPOWERMENT FOR INDEPENDENT STYLISTS Calling all freelancers – you do not want to miss our next SELF/STYLED Sunday event on 30 January. It’s all about Trends with Benefits, to keep you two steps ahead of your clients this year. With four fab sessions covering the upcoming trends to know about, as well as new moneyspinning services, it’s time to get your clients excited about a new look for the New Year.

2022 TREND FORECAST

10.30AM

Tune into our 2022 Trend Forecast Panel to hear about styling and colour trends, featuring Dexter Dapper Johnson, Sarah Black, Ashleigh Hodges, Zoë Irwin, and Charley McEwen.

READ ALL ABOUT IT AT creativeheadmag.com/selfstyled-sundays 038-039_SSSundays2.indd 1

09/12/2021 12:34

NEXT EVENT: SUNDAY 30 JANUARY, FROM 10.30AM LOCATION: ONLINE, WHEREVER SUITS YOU COST: ABSOLUTELY FREE

STREET STYLE REDEFINED: LIVED COLOUR

KOLESTON PERFECT LIGHTS

Paddy McDougall, 2021 Most Wanted Creative Talent, showcases how to transition the latest looks from the catwalk into wearable colour.

Upgrade clients to modern colour full of dimension with Nikki Clifford, with key tips on consultation and revenue to build your services.

11.45AM

FREE TO JOIN

2.00PM

January can be a bit of a downer, so to pick you up we’re offering free access to everyone to tune into SELF/STYLED Sunday. Simply log into Zoom on 30 January to join us.

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TOP�UP AND TONE

3.15PM

Hate seeing your balayage clients just once a year? Then this session is for you – Nancy Stripe has a money-spinning service setup that’s perfect for these clients.

Tune in for the exclusive reveal of brand discounts from Aston & Fincher at the end of each Masterclass!

08/12/2021 14:19

I T’S A NEW DAY Monday 21 March 2022 09:30-18:00 London

Creative HEAD’s business networking event for salon and barbershop owners and managers 40

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CREATIVE HEAD

09/12/2021 15:41

Key issues – tackled Real experiences – shared Big questions – answered Salon Smart is back IRL – in a new home, with a new format, a packed agenda, and a fresh perspective – bringing all you need to build a better business, in one motivational day

event

Tickets cost £90 HUB subscribers pay £75 Available to book from 14 January Discover more at creativeheadmag.com/salonsmart CREATIVE HEAD

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08/12/2021 16:01

HUB

Welcome to the Salon Smart HUB – the place to turn to for advice and to keep on top of business. Powered by Creative HEAD in exclusive partnership with L’Oréal Professionnel Paris, there are fresh content drops every month and on-demand access to videos, panel debates, podcasts, articles, reports and more – all featuring a host of experts sharing their knowledge and guidance.

Think of the Salon Smart HUB as your business support network – there when you need it. It’s FREE, and it’s only a click away…

THE THETHE

BUSINESS BUSINESS BUSINESS SUPPORT NETWORK

+ ++ HAIR HAIR HAIR

SUPPORT NETWORK SUPPORT FOR NETWORK FORFOR

SALON SALON SALON SELF-EMPLOYED

SELF-EMPLOYED SELF-EMPLOYED

PROFESSIONALS PROFESSIONALS PROFESSIONALS

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LIVE CREATIVE HEAD

08/12/2021 16:01

AVAILABLE NOW ON THE HUB

Press play! The HUB presents a panel discussion on industry empowerment, tackling topics from the rise of digital marketing to changing career perceptions

L I VEeducation! Boost your blonde New knowledge and confidence with an all-new colour course, courtesy of L’Oréal Professionnel Paris

Reset for 2022 with a fresh dive into a year’s worth of HUB content – from video talks and debates to webinars, podcasts, reports and more, it’s all there for you

+ NOW

IT’S

QUICK SIMPLE

FREE

RECEIVE MONTHLY CONTENT ALERTS DIRECT TO YOUR INBOX

creativeheadmag.com/salonsmart/hub

CREATIVE HEAD

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08/12/2021 16:02

VIDEO CONTENT CRAFTED BY CREATIVE HEAD, FOR YOU INSTANT INSPIRATION

’70s D-I-S-C-O

’90s CURTAINS

Session stylist Sharon Robinson serves up a modern ’70s disco style

Jody Taylor makes the go-to style of the ’90s relevant for right now 2-min watch

2-min watch

SHOOT SNIPPETS

HAIR ON A HALF PIPE

10 super-cool boarders, rollerskaters and BMXers hit Harrow skatepark for a cover shoot like no other 2-min watch

FOR THE ’GRAM

Get insta-ration from Zoë Irwin and fresh young creatives with this ’gram-worthy cover content 30-sec watch

CREATIVEHEADMAG.COM/VIDEO 44

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CREATIVE HEAD

07/12/2021 14:46

WATCH. LEARN. BE INSPIRED TIME TO SPARE

A LIFE IN HAIRDRESSING This documentary showcases the skill and craft of hair professionals #CareerGoals

ARTISTS IN SESSION

One studio, full creative freedom. What will SliderCuts, Harriet Stokes, Louis Byrne, Lisa Farrall and Luke Pluckrose think up… 15-min watch

50-min watch

UNIQUE EXPERIENCES

CURL UP & KY

Curdled milk and shocking service, let Ky Wilson take you on a tour of the ultimate Bad Salon

THE SYD CIRCUS

Nightmare clowns and carnival games, enter the creative brain of Syd Hayes as his circus rolls into town

1-min watch

2.5-min watch

TUNE IN NOW CREATIVE HEAD

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07/12/2021 14:47

ONE STEP AT A T I M E RETHINK

YO U R

A S S I S TA N C E

CLIENT

FROM

JOURNEY

PHOREST

SALON

WITH

EXPERT

S O F T WA R E

AND

MARKETING AV O I D

THE

DRE ADED JANUARY DOLDRUMS THE BEGINNING OF the year can be notoriously quiet in the salon – we all know this. After the razzle-dazzle and big bills of Christmas, everyone stays in and watches the pennies. The secret to breaking this trend? It all comes down to marketing – having the right things to say, in the right way, to keep your clients hooked. From managing your social media, sharing glowing reviews, communicating with your current clients as well as keeping your eyes peeled for new ones, there is plenty to be done. So much so that it can feel overwhelming.

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If you don’t know where to start and feel anxious about the extra plates to spin, then look to the experts. Invest in Phorest Salon Software and let it act like an in-house digital team. Marketing can be broken down into three simple steps, known as the ‘Buyer’s Journey’. It’s the process a new client goes through before they decide to book into your salon. Very few people simply spot a salon and decide to pop in; they want to know more, believe in your brand and hear from other people before trusting you with their hair.

CREATIVE HEAD

09/12/2021 12:36

CR EATIV E HE AD AD VE RT OR IA L T H E B U Y E R ’ S J O U R N E Y, S T E P O N E :

T H E B U Y E R ’ S J O U R N E Y, S T E P T H R E E :

AWA R E N E S S AN D I NT E R E S T

CONVERSION AND RETENTION

Your salon has caught someone’s eye! Maybe they’ve seen an amazing five-star review online, or come across your stunning Insta feed, or even had a direct recommendation from a friend. They’ve heard about you and are checking you out. Phorest Salon Software offers Online Reputation tools that help you to make a great impression from the beginning. There’s nothing quite as powerful and persuasive as hundreds of fivestar reviews – with Phorest, you can set up automated review requests (via SMS or email) to go straight to your client after their appointment. You can then post these glowing reviews onto your Facebook, Google or Yelp with just one click. At this stage of the journey, prospective customers will also swing by your social media pages. Online Reputation tools work here too, easily helping you to share beautiful pictures of your work, share some reviews, and giving you the ability to add a ‘book now’ button to your Facebook and Instagram. Tempted viewers can tap the button and become a client in mere seconds. More than 1,000 Phorest salons already have this button set up and are reaping the rewards.

You’re almost there – this is the moment your client picks up the phone or chooses to click that ‘book now’ button. Use Phorest’s Online Booking tools to make the booking transaction as seamless as possible, including bespoke email and SMS templates to confirm bookings and send reminders before the appointment. Keeping hold of the new client is crucial. Your amazing team and excellent service will go a long way to keep them coming back, but Phorest also has some clever tools that will give them an extra nudge into rebooking. Enjoy pre-made, bespoke email and SMS templates in your Phorest system to effortlessly communicate regularly with clients, and target lapsed ones with the Client Reconnect feature. Phorest can alert you to clients who have fallen out of their usual booking cycle, so you can then send a quick text or email to, prompting them to rebook with just a few clicks. The trend of a quiet January will be gone before you know it!

T H E B U Y E R ’ S J O U R N E Y, S T E P T W O : C O N S I D E R AT I O N You’ve snagged their interest, but they’re not hooked yet. There may be a specific service they’re interested in, and they want to check your website for more information. It’s crucial to clearly display pricing and the services you offer on your website for this very reason. Phorest’s Online Booking tools allow clients to see what services you have available and how much each part of each service costs, both from your social media and website. Whether it’s extensions or keratin treatments, cuts or colours, if you don’t show your hand then they may assume you don’t provide their desired service and move on.

WANT TO FIND OUT MORE ABOUT HOW PHOREST CAN HELP YOU MARKET YOUR SALON FOR A SUCCESSFUL START TO 2022? BOOK YOUR FREE DEMO AT PHOREST.COM

CREATIVE HEAD

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07/12/2021 14:45

French Balayage from L’Oréal Professionnel Paris

g i b The e u c n o ck b bCTaION PLAN A

Colourists and salons need to think differently to entice lapsed colour clients back into the chair – and we have an action plan to help

ERROR! ERROR! Client behaviours are malfunctioning – particularly when it comes to colour habits. After the industry rebooted itself following lockdowns the initial flood back had us feeling safe and relieved. And then, things started to change. Whether it’s down to favouring DIY kits, being cautious about cash or wary of busy spaces, it’s clear that to tempt clients back to regular colour appointments the industry needs to hit restart. According to research from L’Oréal Professionnel Paris, there are 2.5 million fewer female colour clients visiting salons now than two years ago. Not only that, software provider Slick has found that the average salon has as many as 500 colour clients who have not been in for more than 14 weeks and have no future appointment booked – an average of £25,000 in lost revenue. Let’s take action!

ACTION SEX UP that service menu

Creating a point of difference has been a huge focus for L’Oréal Professionnel Paris and its efforts to support salons, with the introduction of new services and incentives. To help salons make money out of their teams’ colour skills, it has perfected lucrative colour techniques based on essential insight into consumer trends. That way, the colour house can help its salons and colourists maximise profits from the colours that clients want to wear now.

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The rollout of French Balayage was all about capturing attention for this key trend and putting a twist on the process to ensure that clients were set on a long-term journey. Forget one-and-done appointments, it locks clients in for regular updates – face-framing refreshes and toning top-ups for an ever-evolving look. It then combined this new service with an ‘Eat Out To Help Out’-style discount initiative to further entice guests to try it out. For quick fixes, there’s also the easy two-step French Glossing service using Dia Light for an effortless update that leaves clients feeling fabulous with next-to-no commitment.

ACTION Know what they want and DON’T want

Trend-led techniques and services also spotlight key client concerns and desires, chiefly that colour will damage their hair and that super-shiny hair is something they crave. Again, that’s where innovative products play their part too, with Serie Expert Metal Detox from L’Oréal Professionnel Paris on hand to deliver damage-free colour and hair that is seriously shiny. But you need to be talking to clients in the right way about what these products and services can do, so that it’s simple for them to understand, and impossible for them to resist.

CREATIVE HEAD

09/12/2021 14:35

Reflect your true dimension. Semi di Lino Blonde and Brunette are the new lines dedicated to blonde and brunette hair: they prolong the intensity and shine of colour while counteracting the effects of blue light and neutralising unwanted tones, for salon-fresh looking hair that lasts. alfaparfmilano.com

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e u o n b back

The

ACTION TARGET and tempt back

There are plenty of tools at your disposal to return to your winning ways. It’s just a matter of taking stock and focusing on why your clients are behaving the way they are. “We can’t control people choosing to grow their colour out, but we can influence the behaviour of frequency for those who still colour their hair,” says Josh Miller, managing director of Charlie Miller salons. “We’ve used promotions to incentivise clients to rebook while in the salon, with the added element of a time limit for the next appointment to be taken. We’ve seen a huge increase in rebooking, and it’s all helped rebuild habits.” This is where your software system plays a key role. Rob Smith, co-founder of Slick, advises targeting clients who haven’t visited in the past 12 weeks with personalised messages. SMS works particularly well here; it has a 90 per cent open rate versus email’s 10 per cent. Services such as Phorest Client Reconnet helps identify your at-risk clients and prompts them to rebook, too. Use social media to also showcase all you’re up to, as that will tempt clients in again, says Ben Lifton, founder of Content Kweens. “It’s not all about the likes,” he says, explaining the difference between ‘outreach’ and ‘nurturing’ content. “It’s also about showing what you do, to get people to convert once they’re hooked – pricing, processes and day-in-thelife stories.”

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ACTION PROTECT your revenue

“Clients, like anyone else, want to be able to choose what’s best for them, what will make them feel good at the moment,” explains freelance colourist Casey Coleman. “Above all, they want control; after having no control over life during the pandemic, stability and routine is something clients appreciate and crave. I’ve seen a switch in behaviour – they want to rearrange or cancel at the last-minute more than they used to.” To counteract this, Casey has begun implementing £50 deposits which clients lose if they cancel less than a week before their appointment. It’s a simple step that has massive impact on lost revenue; software brand Fresha provides its partners with software to help shield incomes, with automated SMS reminders and no-show protection.

ACTION Make it WOW so they don’t DIY

“We need to accept that changes in client behaviours are happening,” insists Paul Paterson, owner of Medusa Hanover Street in Edinburgh. “We need to create a point of difference between what’s available at home and what can be done in salon. The difference is our expertise and technical knowledge. The whole salon experience has to be personalised, but colour services have to really stand out.” Whether that’s talking clients through why you’re placing foils where you are, or discussing various techniques and options to achieve their dream look, your services need to stand apart from anything they think – key word ‘think’ – they can do themselves.

CREATIVE HEAD

09/12/2021 14:35

CR EATIV E HE AD AD VE RT OR IA L

The wonder from down under

As Australian brand bhave celebrates a decade of colour creativity, ingenuity, and flexible formulas, you best believe it has plenty of new tricks up its sleeve… COLOUR THAT IS more than mere colour – that’s the goal of Aussie brand bhave, with its innovative keratin-based technology that has evolved over a decade of research. The brand is striding into its 10th year, confident that its colour and care qualities create products that deliver on promise, with a distinct point of difference for both you and your clients. To celebrate, bhave has introduced 10 new colours to its 360 Colour range, bringing the total to 71 intermixable, hybrid shades. Fast-acting and fashion-forward, 360 Colour has processing times at just TWO minutes for toning and 10 minutes for full colour. The formula features plant-based keratin technology that boasts 18 key amino acids for stronger, more manageable hair, while also delivering intense conditioning and shine. Due to the speed of the process, using bhave means you can accommodate up to 40 per cent more colour services in a working day! That’s not all – the dual-action Lift & Load lightening system works in tandem with this quick-fire colour to provide invaluable versatility for you and your team. Lift & Load is able to lift and deposit all in one application, with a formula enriched with a sumptuous blend of oils that lighten hair by up to seven levels. An award-winning retail collection rounds out bhave’s offering, featuring exclusive active ingredients such as bioactive keratin, peptides, oils and butters to ensure clients’ hair stays fabulous between appointments. This family business keeps turning the hair industry on its head, offering personalised education for salons, and the support of a passionate team to cheer you to success.

BOOST IT New Boost shades launch in early 2022 to give you even more colour flexibility. Enriched with Prophyte – plantbased keratin technology that combines 18 vegetablebased amino acids – this new launch gives your clients a Boost for vibrant, intense and long-lasting colour. Available in 14 intermixable colours, including Clear, you can mix it up and use Boost shades for: • Colour depositing • Mixing intense shades with Clear to achieve beautiful pastels • Boost colours can be incorporated during a bhave keratin smoothing service for a beautiful, vibrant result, a world first!

DISCOVER HOW SOME FRESH INSPIRATION FROM THE LAND DOWN UNDER CAN SET YOU UP FOR SUCCESS IN 2022. FOR STOCKIST ENQUIRIES CALL 0333 577 6262, OR VISIT BHAVEHAIR.UK CREATIVE HEAD

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09/12/2021 15:18

@medusahairdressing @caseyc_hair

@medusahairdressing

Phorest Salon Software

@billicurrie

@featherswitham

@caseyc_hair

Thebige ou n b back

ACTION ELEVATE the experience

For some, it’s about a reassessment. Robert Eaton, creative director of Russell Eaton salons and UK & Ireland creative technical director for Wella Professionals, was glad to see the ease of box dye hadn’t tempted clients away. Instead, he’s noted an appreciation of the time spent in the salon. “Lockdowns reinforced what professional hair colour can do for clients... in some ways it’s made clients more appreciative of the salon experience.” Lockdowns have certainly had an effect on regular appointments, but a shake-up of the norm is an opportunity for creativity. “What we’ve found is people are visiting less but are having balayage, grey blending, or carefully crafted colour and techniques that work for their hair, and they’re probably spending more money during those visits,” Rob explains. “We’ve made our services more consumer-friendly, and have tried to put ourselves in our clients’ shoes. For example, we’ve changed the traditional names of our services and have expanded on techniques such as grey blending, vegan hair colour, balayage and glossing services so our clients can actually understand what the services do.”

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Make it SAFE AND SIMPLE

The need to be vigilant about colour patch tests postCovid, with the possibility of greater client sensitivity in some cases, has also been an obstacle to overcome. Not all clients want to venture into the salon for a patch test AND the appointment. It has made securing colour appointments that bit more tricky – which is why innovation is now helping a hand. Feathers salon in Whitham, Essex has switched to Colourstart for its patch testing process, allowing clients to conduct allergy tests in their own time at home with a kit sent out from the salon. “It also gives us a lot more range on the day,” explains stylist Donavan Kempen. “When clients book unexpectedly and ask: ‘What can you do for me?’, it gives us a lot of scope to be able to change their colour, and we know we’re covered after quickly checking their Colourstart Passports. We have three colour lines in the salon, and it covers everything. That wouldn’t have been possible if they had needed a 48-hour patch test.”

CREATIVE HEAD

09/12/2021 14:35

CR EATIV E HE AD AD VE RT OR IA L

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PASSPORT TO FREEDOM ENTICING COLOUR CLIENTS BACK INTO THE SALON AFTER LOCKDOWN HAS BEEN TRICKY FOR SOME. OFFER CLIENTS A SIMPLE, SEAMLESS COLOUR EXPERIENCE STRAIGHT FROM THE START WITH EASY-TO-USE PATCH TESTING FROM COLOURSTART

ANYTHING YOU CAN do to make your client’s experience simple and friction-free is going to help in these post-Covid times, when some are still a little cautious to return. Let us share one simple switch – using Colourstart for all your patch testing needs. Colourstart is, essentially, a home patch testing kit with an online system where results are logged. It’s licensed by the UK’s Medicines and Healthcare products Regulatory Agency as the only clinically proven way to screen for allergies to PPD. Clients buy a Colourstart kit from you, and can then conduct an easy test when and where it suits them. They have the option of completing an offline certificate or can add their results to a digital Colourstart Passport – a freeto-use web app where you can access your clients’ test status. When they have registered their negative result, you’re safe in the knowledge you’re insured to use any colour product you wish, as Colourstart comes with its own product liability cover. Shirley Popham, who has three Popham salons in Oxford, has

made Colourstart a fundamental element of her business and loves the freedom it offers: “You’re free to do whatever you need to do with their colour, the old way of testing is now so restrictive that it leaves you unable to create,” she says. Clients can do it all online at home, and even if they have questions, there’s help. “It’s so freeing, because once the Colourstart Test is done, it’s done. Now clients can come in at a drop of a hat. We don’t do in-house testing anymore; we won’t colour without Colourstart.” What has been the key to unlocking their success at Popham? “I would highly recommend that salons get their teams to do the Colourstart training, and to get all their staff to do a Colourstart Test,” says Shirley. “That shows clients how easy it is to do and it’s easier to then convert them. It takes out all the stress. Colourstart makes life easier. It means that if somebody signs up and asks: ‘Can I get highlights tomorrow?’ It’s not an issue. And we’ve had people coming from London who have a Colourstart Passport calling: ‘Can you fit me in this weekend?’ We can say ‘yes – share your Colourstart Passport, and off we go!’”

Working with Colourstart really helped when all our UK Toni&Guy salons re-opened last April. Having the Colourstart solution for a simple and convenient hair colour allergy test that the client can conduct at home really helped our clients, and helped our salons by making professional colour treatments more accessible while saving precious in-salon appointment time. And for clients to be able to purchase them through the Toni&Guy shop and their local salons gives real choice and convenience. TONI&GUY SEE HOW COLOURSTART AND THE COLOURSTART PASSPORT CAN REVOLUTIONISE YOUR COLOUR BUSINESS AT COLOURSTART.COM, OR EMAIL HELLO@COLOURSTART.COM

CREATIVE HEAD

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09/12/2021 15:17

Wella Professionals True Grey

bige ou n b back

ACTION Grab the grey

GROUNDBREAKERS

Some clients are embracing their grey: FACT. And yes, that means you might lose them as a colour client of old… but you can keep them with different services instead, and Wella Professionals’ True Grey launch is the perfect example of this. Its collection of shades and in-salon Silver Glow treatments ensure clients’ grey can dazzle and keep them coming back. Google searches for ‘natural grey hair’ have increased 67 per cent year-on-year, and looks likely to grow further. Like gloss services, the focus is on toning, care and personalisation that requires a regular return to the salon.

ACTION Keep learning and PUSH YOURSELF

We know that social media is a fantastic way to showcase what’s going on in the salon, so ensure that the team is continuing to learn and educate themselves on trend-led techniques. Now more than ever, it’s simple to pick up essential skills with a mix of classroom and digital education, and there’s even plenty available for free. Pushing skills with competitions is also a brilliant way to show clients just what the team is capable of – taking part in events such as L’Oréal Colour Trophy, Wella Company TrendVision Award, Goldwell Creative Awards and the Most Wanted and The It List Awards can help test skills and creativity, yes, but you might have a winner on your hands too, and that’s a valuable asset to shout about!

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ACTION Make them feel like a VIP

That pro angle is your trump card – so don’t be afraid to play it. “When we encourage rebooking we explain how booked up we get,” says Debbie Currie, director of education at Billi Currie in London. “Guests know from the lockdowns that if they are already in our system then they get top priority.” Billi Currie created a ‘recommend a friend’ card with incentives that helped add new clients to get into the system too, drawn by the salon’s exclusivity. In a similar effort, review-sharing and text reminder features for users from the likes of Phorest Salon Software are useful elements to remind lapsed clients of both your expertise and how they’d better book in quickly. No matter what route you choose – rethinking your service menu, creating new pitstops on colour journeys or offering incentives – the key is that you commit. “It has definitely been a challenging time for salons, trying to figure out how to run the business in a new way at the same time as things not being consistent is tricky,” agrees Jessica Patching, founder of Marla Hair. “You have to be adaptable.”

CREATIVE HEAD

09/12/2021 14:36

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NAKHAIRUKI

02/12/2021 17:16

O T R E W PO ESSFUL SALONS ARE FUELLED

S – SUCC IT’S NOT JUST ABOUT HAIR SKILL

BY TEAMS

POWER FROM WITHIN STAG, EDINBURGH

THE MOST WANTED BEST SALON TEAM (@STAGBARBERCO) SHARES HOW TEAMWORK MAKES THE DREAM WORK “We believe in creating a salon that is better than what many of us have experienced in employment before, to break the cycle of mistreatment or unnecessary hierarchy,” says Stag founder Murray McRae. It’s a mindset that has seen them through the worst business environment in recent memory and touches all aspects of the salon, from paying trainees a proper wage to moving to a four-day week after consultation with the team. During lockdown Stag knew it was key for the team to stay active and connected. “We contacted Bruce Masefield, former UK creative director of Sassoon, and asked for a training programme,” Murray says. “All of Team Stag then received heads and undertook a group training session every Monday on Zoom. We also had ‘Team Treat Nights’ with DIY pizza kits, bottles of wine, and home-made chocolate cake. We then all had a Friday ‘night out’ online together.” The next challenge was not just the physical return to work, but the mental one. “After returning we discussed what we could change to make all our lives better,” explains Murray. “We researched and then trialled a therapy service called Spill before deciding it was the right fit.” All members of Team Stag now have the Spill app to access surveys, exercises and even video chats with accredited therapists whenever they like, all paid for by the salon. Stag believes well-rounded individuals make better hairdressers and a more cohesive team, and that can be seen further in the salon’s attitude to team building and training. It has two ‘skill share sessions’ for all staff each week, so stylists can share their specialised knowledge. The team also takes ownership over what Stag stands for and attends a values workshop with a business coach to collectively create the Stag values of inclusivity, teamwork and fun. Every year they go away for a team bonding trip to build on workplace connections. Murray says: “We’ve taken the whole team clubbing in Berlin, to a beach house for surfing and yoga, and to a villa in Malaga.” 56

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CREATIVE HEAD

09/12/2021 12:37

E L P O E P E TH E! ERS STAG AND CÙRLACH PROV NN WI D AR AW ED NT WA ST MO AND COMMUNITIES, AS

A SOCIAL NETWORK CÙRLACH, GLASGOW

THE MOST WANTED BEST LOCAL SALON (@CURLACH) SHOWS WHY NURTURING A PLACE IN ITS COMMUNITY MATTERS ‘Rooted in solidarity, acceptance, and inspired by texture’ is the mantra of Cùrlach in Glasgow, the 2021 Most Wanted Best Local Salon, and it’s what brought together co-founders Rochelle Jolley and Emma Diamond. “Core to all we do is nurturing what exists: enhancing a client’s natural textures, supporting our staff, working with our community and leaving this planet better than we found it,” they explain. The pair soon found the ideal space from which to launch their business, a traditional tenement flat where they created a calming environment rooted in the local area that could be as sustainable as possible. They joined the Green Salon Collective and set local firms the task of creating the space. The raw plaster walls were made by local artist Geneva Sillis and complement beautiful greenery from Glasgow Plant Mama, Blooms and Seb’s Urban Jungle, while Flowers Vermillion created unique dried flower installations. “We’re lucky to have some incredible local suppliers for amazing coffee, staff lunches, wine, ceramic cups, candles, artwork on display, custom shelving, and hand-made tiles, too.” Cùrlach’s passion for its surroundings is matched in its approach to clients. “We encourage people to make the most of what they have,” they explain. “We believe in gender-neutral hairdressing and our brands are gender neutral, cruelty free, and fully recyclable.” It’s all about working with the community and giving back at Cùrlach, which is why it rewards its social media base with a regular raffle every 1,000 new followers. “To enter the raffle people donate directly to our chosen charities, and then send us a screenshot as an entry. This ensures the donations goes immediately to the source!” say Emma and Rochelle. “We’ve raised funds for Glasgow Women’s Aid, Refuweegee, and Pollokshields food bank.” And it doesn’t just connect on social media; the salon has a monthly radio slot at neighbouring station Radio Buena Vida. They add: “As a new business within such a vibrant neighbourhood, we feel passionate about our social responsibility.” CREATIVE HEAD

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09/12/2021 12:37

Blinds create intrigue while also providing privacy

Manicures and blow-drys take place at the communal table (left). The café is beyond reception

Upstairs features a dedicated hair and nails space, while a signature blue wall houses Hershesons’ award-winning products

ALL OF THE NEW

IT’S A NEW YEAR AND WE HAVE A FEAST OF HAIR AND BEAUTY SPACES THAT REFLECT THE CHANGING FACE OF THE INDUSTRY. PREPARE TO BE INSPIRED…

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CREATIVE HEAD

08/12/2021 14:08

The exterior of the building features a white mosaic – a detail replicated inside

A lift (centre) transports clients from ground floor to first floor

Custom-made mirrors operate on a pulley system so if clients don’t want to sit in front of one, they don’t have to!

THE NEW CHAPTER HERSHESONS @HERSHESONS

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LUKE HERSHESON, chief executive of the Hersheson family hairdressing empire, is a great believer in triumph over adversity. In 2018 a massive rent hike on the company’s long-established Mayfair salon prompted a move to a new premises in Fitzrovia – and the opportunity completely to re-imagine its flagship as a ground-breaking full-circle beauty experience. More recently, a deteriorating relationship during the pandemic at one of their department store locations led to a decision to move out and go it alone and, by November 2021, a dilapidated Barclays Bank in Belgravia had been transformed into the perfect new hairdressing store (Hershesons don’t call them salons) for the post-Covid era. “We wanted to expand on what we had achieved in Fitzrovia while addressing the consumer shift towards prioritising health and wellbeing alongside regular beauty treatments,” says Luke. So as well as Brows by Suman, Dryby nails, and rose lattes and healthy eats from Farm Girl café, worn-out Londoners can now indulge in the Sarah Bradden Method – a 40-minute treatment combining facial acupuncture, reflexology, lymphatic

09/12/2021 14:16

Downstairs, high-gloss wetgreen walls in the backwash area contrast with a clear brick wall

In the pedicure room, chairs were sourced from a vintage site and light sconces are from Etsy

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massage and traditional Chinese medicine techniques that improve not just facial appearance but also emotional and physical wellbeing. “It’s about surprising our clients with new and different experiences,” says Luke. Hershesons collaborated with gpstudio and Riad & Partner to lend the design an experiential twist, creating a space that feels unique. Upstairs, which is flooded with natural daylight, is busy and buzzing with hairdressing and nail services, while downstairs is calmer, more soothing, and home to the backwash area (there’s a lift to the floor above, in case anyone needs it). Mostly, though, it’s a space that allows a break from traditional salon norms. Many of the mirrors are retractable – meaning that if clients don’t want to stare at their face surrounded by foils as they have their highlights done, they don’t have to. Customers are invited to sit wherever they want, like in a restaurant, rather than seats being arranged into cut and colour sections, which would mean moving around for separate services. “This is about what the customer wants, not what the stylist wants,” smiles Luke. Mostly though, it’s the little, thoughtful touches which make it a place you’d truly want to hang out, thanks to Hersheson’s own perfectionist nature. Within each uniquely designed area, lighting, furniture, vases, glassware and so on have been personally sourced everywhere from vintage sites to Ikea, culminating in a cosy vibe that feels like home (only better) and is distinctly ‘Hershesons’. “Everyone wants to know where the different pieces come from,” says Luke. “They walk in and just say ‘this is so cool’.”

CREATIVE HEAD

08/12/2021 14:08

A Moroccan render on the walls creates a soft, relaxing ambience

The backwash area features a wall made of corten steel, which will change colour over time to a deep rust hue

Curtains divide the entourage space in a series of bookable rooms

CREATIVE HEAD

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08/12/2021 14:09

THE NEW CO-WORKING HUB HCSPITALFIELDS @HUNTER.COLLECTIVE

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LOCATED IN THE heart of London’s Spitalfields (think cobbled streets beneath big City architecture), there’s a 300-yearold Georgian townhouse that’s now home to the latest co-working hub that’s got tongues wagging. The brainchild of Lacey Hunter-Felton – the modern-day queen of independent co-working lifestyles – HCSpitalfields boasts an abundance of natural light, organic flowing space, and carefully curated, member-focused details. “To show your community and people wanting to join this next evolution of the space is refreshing,” says Lacey. “What we’re offering is tailored to the building. A key feature of Hunter Collective is that we’re community led, so we listened to feedback and incorporated it into Spitalfields.” From the clean, fresh, minimal interiors to the trademark lush greenery, it has created an intimate, luxury space with Athe Design based on comfort, calm, and luxury. A more bijou offering that the OG Hunter Collective, there are two styling rooms with chairs from Takara Belmont and bespoke stations made to order by Thumb Design will follow soon. Member feedback has also led to the creation of a dedicated colour room away from clients, to allow colourists some time and a pocket of space to get organised with their formulas and techniques. It’s this attention to the community that has further fuelled the design, with a six-chair area being dropped for a hub area. “Our hub has brought new life to this space, a place for our community to connect and grow around fellow members,” she adds. It’s also kept a watchful eye on sustainability, working closely with the Green Salon Collective to ensure waste is recycled correctly and, in her role as a Green Libertine, Lacey is involved in research projects throughout 2022. Watch this space…

CREATIVE HEAD

09/12/2021 12:39

LAPIS-LED £880+VAT

BRISTOL £325+VAT

MATIC KUBE £880+VAT

Call now for all the latest 2022 ranges promotional prices t.016 70 73 89 79 w.albertewandesign.com Untitled-1 1

08/12/2021 12:39

THE NEW HOME STUDIO ZOE ADAMS HAIR @ZOEADAMSHAIR

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08/12/2021 14:10

CREATIVE HEAD

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Photography by Harvey Williams-Fairley

Zoe Adams

AS WITH MANY new businesses right now, the idea for this studio came about in the first lockdown. Zoe Adams became pregnant during that time and found once salons opened up again that long hours and the commute to her senior role at Taylor Taylor Notting Hill was unsustainable, especially with a baby on the horizon. “Sometimes I’d finish at 9pm and then still have to get a train back home and it just wasn’t working,” recalls Zoe. “I actually just started doing hair in my kitchen in Watford and I realised people were coming to me even there, so then me and my boyfriend brainstormed and he said: ‘let’s build something in the garden’. He was getting stressed out with all the colour spilling onto the kitchen’s lovely wooden floor!” It’s obviously much more personal because it’s in her home, but Zoe’s new base is also attractive to her celebrity and influencer guests, which include Ashley James and Laura Whitmore. “Some of my clients didn’t want to come to a salon anymore because there’d always be photographers waiting outside,” she explains. “This is out of the way, they feel more comfortable coming here.” The studio build has been a family-and-friends affair, with a lot of YouTube research and the roping in of everyone they knew who could help. Her boyfriend’s father made the bespoke colour bar, although Zoe took control of the painting: “I literally balayaged the wood – always a colourist!” In terms of the interiors vibe, it’s a fusion. “I was getting Moroccan influences, getting stuff from Portobello Road – I was like ‘what the hell is going on? I need to come up with a concept and stick to it’ – but it works,” she laughs, thinking back to her budget bargains and Etsy searches. However, there are some areas where she has splurged, including the stone floor, pond mirrors from the Netherlands and an incredible copper bath. “I wanted something luxurious because I love copper and metallics but I didn’t want it to look shiny and new.” With two chairs, there is flexibility to in the future to bring in an apprentice and resume education, but for now the experience has whetted Zoe’s appetite for something bigger. “It’s definitely inspiring, a stepping stone. It’s given me the first taste of having my own business.”

09/12/2021 12:40

THE NEW WAY OF THINKING TETSUYA ITO, CHIEF DESIGNER AT TAKARA BELMONT, SHARES A VITAL NEW SALON CHECKLIST

1. Analyse the styles and characters of your salon’s location, and devise a strategy as to what people in the vicinity want to visit. Consider your neighbours and the area’s mood; restaurants and clothing shops are often trendsetters.

2. Check out local competitors to ensure your interior’s originality. That way you can stand out from the crowd.

3. The view through the front windows into your salon will be your best advertisement! It will keep sending your message to the public passing by.

4. Think about what works on Instagram – a feature wall is a good idea, and the end wall from the windows or a reception area by the windows can be eye-catching places for it.

5. In Japan, there’s a trend towards salons offering more privacy post-Covid, with more distance or dividers between stations, as well as personal rooms. It means they can offer a deeper consultation, which in turn means they’re able to charge more money for an elevated experience, even reducing chairs for a luxurious, well-spaced, premium feel. The Yume series can elevate a simple shampoo to a spa treatment, to expand your options on the service menu

OW THE BUILD

FOLL

Want to create more separate, personal spaces? The Oasis series will help transform a room with its clever shampoo and treatment functionality

Christel and Alex Barron-Hough

GH’S FRANK EX BARRON-HOU OF THEIR AL D AN EL ST UNCH READ CHRI PREPARE THE LA IAL DIARY AS THEY N IN LONDON. IT’S AN ESSENT OM LO .C SECOND STIL SA ONLY ON CREATIVEHEADMAG READ AND IT’S

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CREATIVE HEAD

08/12/2021 14:11

MORB Combines classic design and sofa-style luxury with first-class functionality

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03/12/2021 12:02

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The ﬁrst 20 new Creative HEAD Club members will receive a Leaf Black Edition Feather Razor. Made from solid metal but designed in a way that makes it lightweight and comfortable in your hand, the razor is the perfect addition to any tool kit. Leaf is on a mission to make incredible tools and to create a shift in how the professional hairdressing industry thinks about sustainability. The brand plants a minimum of 10 trees for each pair of scissors sold – with more than 35,000 planted already – and tools are delivered in 100 per cent recyclable packaging. Already a Creative HEAD Club member? Then we’ve got something for you too! One lucky member will win The Black Edition Scissor, worth £249.95. The Black edition is a hand-crafted, premium hairdressing scissor designed to suit all hairdressers no matter their level of experience. To ﬁnd out more about Leaf, visit leafscissors.com

*For the ﬁrst 20 new members to sign up between 1 January and 31 January 2022. Subject to availability, no cash equivalent will be offered. **Selected events only, for more details contact events@alfol.co.uk

CLUB

07/12/2021 14:23

Mr. Q

… u o y s e m o c l e w

NEW GROOM ROOM

Congratulations to Charlie Cullen, who has scooped Men’s Image of the Year, and Tammy Reynolds of Tammy Reynolds For Hair, who claimed Project Men Achiever of the Year at the 2021 Fellowship Awards.

Ego’s Barbershop, Derby

to London and training to be the best barber possible. My passion is for creating short styles on any human. The barber who inspired me is… Throughout lockdown I turned to Alan Beak. His podcast really helped me focus on my career once we could cut again. I love the work of people like Charlie Cullen and Kevin Luchmun who play around with slightly more creative styles.

KERI BLUE

Barber, Manchester Describe yourself in ﬁve words Creative, fun, spiritual, ambitious, motivated. What’s exciting you about British barbering and grooming right now? The diversity of different cuts and trends on all people. I feel like we are pushing the boundaries of the ‘norm’ more and more within barbering and allowing ourselves to be open to more skillsets and creative styles. If I could change one thing… This is easy for me! It would be to make the barbering industry completely gender free. Hair is hair, and that’s what matters. Everything changed for me when… I ﬁrst got refused a fade in a barber shop for being ‘female’. Not only was this embarrassing it was also very upsetting. It led to me taking myself back

BOYS’ TOYS

Who else should we get to know… Open Barbers (@openbarbers) because it has been focusing on gender-free haircuts for years and has created a truly unique safe space. Hannah McKnight (@iamhannahmcknight) is another great barber who has taken the lead in being more inclusive. You might not know this about me… I run monthly ‘Introduction to Transgender Awareness’ courses. This is just part of the Hair Has No Gender campaign I created last year to help the industry become more understanding and inclusive of trans and non-binary people. Right now, I’m loving… I’ve recently moved to Manchester, so right now I’m loving being here and the new friends and clients I’ve met so far. It might be a little cold up north, but it’s a great and diverse city. Say hello to me… @keribluebarber @hairhasnogenderuk

The The new 5 Star Cordless new and Legend from Wahl has improved a specially designed American Crew extended taper throw Silver Shampoo that is ideal for longer puts an end to brassy length fading. It has tones. It’s vegan and a 60-minute run time uses 95 per cent naturally from a 100-minute derived ingredients. charge, too.

£9.55 americancrew.com

CREATIVE HEAD

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Following a relocation, Ego’s Barbershop is back and slicker than ever. There might be a new address and a new look, but the team is still delivering the same high-quality cuts and fades. Love Islanders are included in the clientele, and the shop is eminently ’grammable with its plant wall and Feed Your Ego neon sign for all selﬁe needs. A customised arcade game console with dual joysticks means clients can get in a little play time before or after their appointment, too.

£155.99 wahl.co.uk 69

08/12/2021 10:00

TORN & FRAYED

WITH A VIBE REMINISCENT OF THE ROLLING STONES AT THEIR EXILE ON MAIN STREET BEST, MATT PEARSON DELIVERS CUTS AND STYLING THAT ARE BOTH MODERN AND VINTAGE WITH A GENDER-FLUID EDGE PHOTOGRAPHY BY CHEVY-JORDAN THOMPSON 70

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07/12/2021 14:31

SOF THEEESHOOMT ONOLINREEAT

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CREATIVE HEAD

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07/12/2021 14:32

Hair: Matt Pearson (@mattpearsonhair). Make-up: Leah Waggett (@leahmaryw). Models: Apex (@apexkttww), Ciaran (@ciaranevans94). Photography: Chevy-Jordan Thompson (@oﬁlaye).

SEA CALLS 72

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CREATIVE HEAD

07/12/2021 14:27

ME HOME

COME ONE, COME ALL, AND COME AS YOU ARE – THIS IS T R I B E FROM PERCY & REED, A CELEBRATION OF CONNECTION, KINSHIP AND CREATIVITY CAPTURED AT THE COAST PHOTOGRAPHY BY DAV STEWART CREATIVE HEAD

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07/12/2021 14:29

OF THE SHOOT, INCLUDING AN INTERVIEW WITH CREATIVE INE DIRECTOR EMMA VICKERY, ONL OM G.C MA EAD VEH AT CREATI

CREATIVE HEAD

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07/12/2021 14:29

SHOOT ART DIRECTION Paul Percival. HAIR Emma Vickery and George Payne, assisted by Oliver Hacker. STYLING Julia Salmon. MAKE-UP Danielle Van Cuyck. PHOTOGRAPHY Dav Stewart (davstewart.com).

THE LAST WORD ON… New Year’s Resolutions It’s the time of year where we’re full of good intentions and high hopes. But what can we do to ensure that our goals for 2022 don’t fi zzle out in a month or two? Here’s an action plan to help harden your resolve…

NEW PLANS, NEW goals, new resolutions. We all feel so perky and motivated in that first week of January, but more often than not those goals are dead in the water before spring has sprung. How can we give our resolutions a fighting chance of survival? Richard Osborne of UK Business Forums suggests you visualise your personal goal first. “Pick one big thing you really want to have in your life. It could be a fancy new car, a house in the countryside, a fabulous three-week holiday in the Seychelles. Visualise it at the top of a ladder and, keeping that vision in mind, work every day towards it, step-by-step. It will inspire you to then set your business goals.” Next up, plot out your goals, but ensure they are realistic. “There is nothing wrong with setting stretch goals for your business – that’s progress! – but it’s really important that they are achievable. If not, instead being motivating they will have the opposite effect,” warns Richard. Michele Don Durbin from organisation and productivity app Evernote, advises you to get specific and turn goals into ‘actions’. “Choose physical actions like ‘call’ or ‘email’ or ‘write down’ – not vague phrases like ‘sort out’ or ‘follow up’,” she explains. She also encourages you to embrace the word ‘no’. “Most people struggle with saying ‘no’. It can feel awkward. But remember you are saying no to the task, not the person,” she says. “It might be a good idea, but does it really fit with your strategy? It might add value, but does it

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add enough value to be worth your time? Are you saying yes because you feel guilty or obligated? And always remember that ‘no’ is a complete sentence.” To keep resolutions front of mind, set yourself a time plan. Where do you want to be in one-, three-, and five-years’ time? “Think about it and then break down the journey of how you will get there into monthly targets that you will work to achieve,” says Richard. On top of these targets, ensure you’re conducting regular reviews to really consider how they are progressing. “Set aside time to focus on the strategic, project-level thinking,” advises Michele. “The more you think about your work, the easier it becomes. Simple as that.” On that note, you need to be accountable for the resolutions you’re setting. “Don’t ever be tempted to write down your goals and then simply file them away! Your goals are part of you and your business – every single day,” says Richard. “Be honest with yourself and ask whether your goals are still relevant, or if they need revisiting.” You’ll also need to get your team on board with your vision. Talk with them about your targets and make sure they know how their individual goals can fit in. “Reward yourself and your team,” adds Richard. “Every time you hit a milestone you should celebrate! By motivating your team to help you reach your business’s targets, you are helping your team members to achieve their own personal goals, too.”

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07/12/2021 14:38

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