Creative HEAD March 2015

£4.50 MARCH 2015

In print •online•everywhere!

MARCH 2015 CREATIVEHEADMAG.COM

The long game Is your business playing to win?

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A legacy of luxury Meet Gold Fever – an ethical and high quality extensions brand from a family of hair pioneers THE GOLD FAMILY has a tradition of excellence in extensions. Gold Fever is the brainchild of Katie Jane Gold, sister of Great Lengths founder, David Gold, and this family promises to revolutionise the hair industry once again.

David Gold founded Great Lengths in 1991, changing the industry’s perception of hair extensions almost overnight. His experience in textiles led him to create new methods to safely and securely apply extensions to the hair, revolutionising the hair industry and pioneering the way in quality extensions over the next two decades.

Gold Fever creator Katie Jane Gold found her feet in that company, carving out a career as product distributor in Ireland and even winning the Young Irish Business Woman of the Year award in 2013. When her brother left Great Lengths, Katie Jane realised she had an opportunity to break out on her own and to resume her family’s tradition of providing the highest quality premium hair extensions on the market.

She teamed up with Mayoor Balsara, the original supplier to her family’s business, to provide Indian Ritual Hair that is 100 per cent ethical and traceable. With a rich family heritage, extensive experience in the hair industry, and an extremely ethical supply chain, Katie Jane has launched Gold Fever…

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Family fever

Katie Jane Gold has made it a personal mission to provide high quality hair extensions that aren’t ethically compromised ETHICAL SOURCING Ethics should be a fundamental concern for a salon when purchasing from a hair extensions company. Gold Fever supplies only 100 per cent ethically sourced Indian Ritual Hair, guaranteeing traceability of its product. With her expertise in the extensions business, Katie Jane Gold knows how important it is for salons to work with a brand they can trust and rely on.

So she went to an old friend, Mayoor Balsara – formerly the original supplier to Great Lengths – to help source ethical, quality hair. This unique and trusted partnership has enabled Gold Fever to launch a new business model concept, removing the middleman in the supply chain to ensure the brand can always purchase the finest 100 per cent ethicallly sourced Indian Ritual Hair.

GROUNDBREAKING TECHNOLOGY The superior quality of the hair Gold Fever supplies called for something new and versatile in the way the strands are applied. After a lot of research and development, Gold Fever Protein Tips were created. These make application safer, quicker and more secure. The tips are perfectly symmetrical, enabling vertical and horizontal trimming of the tip like never before. This allows the safe creation of bespoke strands for application in any particular area.

TRIED AND TESTED The osmosis process, originally created by David Gold to avoid the traditional bleaching of dark hair and the damage it causes, has been improved by Katie Jane. New formulations that incorporate enzymes and environmentally-friendly ingredients have been added, and the same applies to colouration. Gold Fever also uses gentle eco and organic chemicals on the hair.

The result is quality far superior to anything the hair industry has encountered before.

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Gold Fever.

Pioneering hair extensions.

Preserving a family philosophy

Join the Gold Fever family today. To find out more, email info@goldfever.com or visit goldfever.com

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FREE SUBSCRIBE TO CREATIVE HEAD AND RECEIVE...

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A GIFT WORTH

CREATIVE HEAD AND ALL SUPPLEMENTS FOR 12 MONTHS FOR £33 A CHOICE OF EITHER THE CHILL* ED BLONDE (PICTURED), ED RED OR ED BRUNETTE SHAMPOO AND COLOUR CONDITIONER, AS WELL AS THE CHILL* ED LUSH SERUM AND ED PROTECT SPRAY, WORTH £46.96.

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16/02/2015 12:44

Only you know how to transform a wet look from runway into reality .co.uk

NEW STYLING RANGE

Inspired and developed with backstage hairdressers.

Offer your clients a ready-to-wear, ultra shiny wet look with the NEW Wet Domination styling range by Tecni.ART Provocative shine with elastic hold that resists hot backstage lighting.

Selected and validated by top stylists. Contains a professional balance of shine agents and polymers.

Non greasy, no roughness - ideal for layering.

Editor’s letter

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22 JOIN US!

It’s an emotional debate – compulsory state registration for hairdressers has an incredibly vocal following from advocates such as the Hair Council and stylists who have paid to be registered as ‘SRH’, yet equally there are salon managers who are staunchly opposed to this extra layer of red tape and ‘taxation’. Parliament agreed with the latter in January, with MPs satisfied that the industry is, in effect, self governing. In the Business Edit, we consider registration and its potential pros and cons – see who you agree with on page 24. One argument concerns quality of work, an issue sometimes associated with extensions (we’ve all seen scare stories in the tabloids). But on page 74 we show how salons and brands have raised their service and product offerings, and how successful stylists are using social media to illustrate their transformative skills – this form of ‘show and tell’ is enticing clients into salons to try out extensions.

Across the board, could social media – free and easy to use – offer an effective way of weeding out any ‘cowboy’ salons, instead of the bureaucracy of registration? Food for thought…

Amanda Nottage Editor

Winner, Trade/B2B Beauty/Grooming Journalist of the Year

amanda@headmag.co.uk Creative HEAD Magazine

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creativeheadmag.com Creative HEAD Magazine App

Calling all hairdressing superstars!

Creative HEAD’s Most Wanted and The It List 2015 competitions are open for entry. There are 17 soughtafter trophies waiting to be claimed, covering all kinds of creative and business skills, and finalists will come together on Monday 7 September for an awesome Grand Final night. Are you in? Visit creativeheadmag.com for all you need to enter.

Meanwhile, got your tickets to The Coterie on 30 March?

Starring fashion designer Bora Aksu and stylist Sam Burnett, it’ll be buzzing with conversation, insider insight and exclusive videos from LFW. Tickets cost £25. To book, call 01434 610933 or visit creativeheadmag.com/thecoterie

@creativeheadmag @creativeheadmag

17/02/2015 14:50

YOUR GRANDMA’S

MOUSSE! VOLUME. HOLD. SHINE. UNITEUK

@UNITEHAIRUK

@UNITE_HAIR

UNITE® PROFESSIONAL SALON SYSTEM +44(0)8450340770 UNITEHAIR.CO.UK

March

WHAT’S INSIDE NO ORDINARY WORLD Sassoon Professional takes inspiration from the abstract

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SCENE

Redken lights up the City of Sin

ON THE COVER Hair Gold Fever Hair Extensions

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FREE W H THIS ISSIT UE

CHARLIE MILLER

We talk to the Edinburgh hair clan about 50 years in family business

EDITOR

CHIEF SUB EDITOR

CLASSIFIED EXECUTIVE

AMANDA NOTTAGE

ADAM WOOD

DAVID HAMMOND

DEPUTY EDITOR

EDITORIAL INTERN

BETH DAVIE

ANNA SAMSON

SPECIAL PROJECTS MANAGER

ART DIRECTOR

ADVERTISING

NICK JABBAL

LAURA TUCKER LEWIS TUCKER

JOANNA ANDERSEN

PUBLISHER CATHERINE HANDCOCK

ART GRAEME WHITE

creativeheadmag.com

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Creative HEAD Magazine

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.

WRITE TO US AT: Creative HEAD, 21 The Timberyard, Drysdale Street, London, N1 6ND 020 7324 7540 enquiries@headmag.co.uk

@creativeheadmag

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.

Printing by Buxton Press

@creativeheadmag

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NEW

Light HED-ed hAIR oil

SUPERCHARGED LIGHT & DRY SPRAY Mega-light to fight frizz and humidity leaving hair feeling smooth and nourished.

With shine-boosting abyssinian and argan oils.

For more information call 020 7845 6333

DROP THE DULL

The edit THE NEWS AND KNOW-HOW FROM YOUR INDUSTRY

TEMPORARY COLOUR SALES SEE HUGE GROWTH THE SALES OF TEMPORARY HAIR hues have tripled between 2013 and 2014, growing from £1 million in 2013 to £3 million in 2014, according to research by Mintel.

The findings make positive reading for salons as it proves temporary colour is a key retail opportunity. Roshida Khanom, senior personal care analyst at market research company Mintel, said that growth was driven by “the breadth of recent innovation and [its] experimental nature”.

She added: “New colouring techniques, such as hair chalks, appeal to young people and allow them to follow current fashion trends. The rising popularity of temporary colour products shows a consumer desire for flexibility to change the colour of their hair as they wish.”

Jenny Pelter, technical director for Westrow, said: “The main advantage of temporary colours is that they allow clients that may have been reluctant to try colour before to experiment and be creative.”

Sally Northwood, senior colourist at George Northwood, recommends temporary colours to clients looking for a fashionable edge at the weekend. To get clients to buy into the trend, Sally suggested offering to paint it onto a section of hair to show how it can look for them to then try at home.

Growth of the temporary colour segment also offers opportunities to extend its appeal further, possibly by targeting the older demographics, suggested Mintel’s Roshida.

Salon owner Karine Jackson, agreed: “Temporary colours are great for the older client as those who are paranoid about white hairs creeping in can just have a temporary colour every three to four weeks so their hair always looks fresh and youthful.”

GET IT! Discover the latest hair colour trends straight from the catwalks with our Colour Forecast S/S15 supplement

CREATIVE HEAD

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Most Wanted and The It List open for entries!

IT’S BACK AND BETTER than ever (if that’s possible)! The UK premier hairdressing awards are now open for entries in a total of 17 awards.

So for those interested in becoming the nation’s next rising star or the salon owners looking for recognition as the most successful around, now is the time to enter. Now in its 15th year, Creative HEAD’s Most Wanted awards celebrates outstanding individuals, teams and salons in the UK hairdressing industry, honouring the industry’s finest with the ultimate accolade – a Most Wanted trophy. But Creative HEAD also recognises how important the next generation of hairdressers are, which is why The It List awards – presented by Creative HEAD and exclusively sponsored by ghd – shine a light on hairdressing’s most exciting young talents aged 30 or under. The Grand Final takes place in London on 7 September and the entry deadlines for Most Wanted and The It List are 18 and 22 May respectively. Could this be your year...?

Visit creativeheadmag.com/mostwanted and creativeheadmag.com/theitlist.

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Sponsored by

Creative HEAD in conversation with…

AWARD-WINNING FASHION DESIGNER BORA AKSU AND HAIRSTYLIST SAM BURNETT

L’ORÉAL SIGNS UP EVA GREEN CASINO ROYALE and Penny Dreadful star Eva Green (pictured) has been revealed as the new ambassador for L’Oréal Professionnel.

The actor will be the face of key launches this year, including styling range Wet Domination by Tecni.ART. Green said of the new role: “As an actor, hair is so important.

You need a very good relationship with your hairdresser and together we create the hairstyles. I am very glad to be on board on this new adventure.”

The announcement follows Twiggy being named as L’Oréal Professionnel’s UK brand ambassador in January.

RUSH ARTISTIC TEAM WELCOMES NEW FACES

DALE HERNE AND JAMIE BENNY have been revealed as the new members of the Rush Artistic Team, at the Rush Oscars. Held at the Phoenix Theatre in London and hosted by international artistic director Andy Heasman, and international colour director Chris Williams, the awards celebrated the stars of the 65-strong salon group. The pair also outlined an ambitious 2015 that sees the launch of a product line to be sold in Marks & Spencer.

THE COTERIE Monday 30 March 7pm to 10pm One Alfred Place London WC1E 7EB

TICKETS £25

DRINKS INCLUDED

01434 610933 creativeheadmag.com/thecoterie

HEART AND SEOUL THE SOUTH KOREA-based Kerker salon group had plenty to celebrate at its annual Kerker Stylist Festival, held this year in the Olympic Stadium in Seoul and attended by Creative HEAD publisher Catherine Handcock. As well as the opening of its 200th salon, Kerker announced a partnership with the Saco group – news received with rapturous applause as Saco’s international creative director Richard Ashforth and creative director Jack Bayne showcased their impeccably styled models.

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4 hrs, 31 mins, 59 secs

Is the average time it takes a woman aged 35 or under to get ready for a big night out, according to a survey of more than 1,000 women by TIGI to support the relaunch of its S Factor range. Nearly half scheduled a hair appointment before the evening and then used four or more products at home to finish off her style.

MY month

AHEAD

What March has in store for...

ROBERTY KIRBY

ROBERT KIRBY LONDON

ghd launches graduate scheme

BARTON IS ON THE MOVE STYLING BRAND ghd has launched a Vocational Training Charitable Trust (VTCT) styling qualification.

Open to all UK hairdressers, the course is set to launch in April and comprises eight modules, of which students must pick six. The course aims to cover everything from the basics of blow-drying, hair-up and vintage to specialist modern techniques, trend-spotting and express styling.

The course was designed by Jo Robertson, ghd’s head of UK & Ireland education, and ghd’s UK brand ambassador, Zoë Irwin (pictured). The course is based at ghd’s ‘university of styling’ at its studio in London and takes five to eight months to complete.

YOUNG ARTISTIC TEAM IS REVEALED

ANDREW BARTON (pictured) is the new creative director at Urban Retreat at Harrods. The move follows the decision to close his eponymous Covent Garden salon after five years.

Andrew will “lead the creative vision” for the hair salon and will take up residency in Urban Retreat six days a month, spending the rest of his time developing looks and training for Urban Retreat’s creative talent.

BECOME YOUR OWN MASTER

SCHWARZKOPF PROFESSIONAL has unveiled the new line up of its Young Artistic It’s all about colour this month – read Team (YAT). Cat Hood of Charlie Taylor up on the latest hair colour trends in our Hair and Beauty; Tom Hughes of En Colour Forecast S/S15 supplement, free Route Hair and Beauty; Victoria Kernott with this issue, and get yourself trained. One of Taylors Salon; Patrick McDougall of such course is the Wella Professionals’ Master Rainbow Room International; Grace Colour Programme. Split into four stages, Blackburn of Barrie Stephen Hair; and the programme will help you develop your Chloe Anne Streets of Cross and Co; make colouring skills to the highest level. To book, up the 2015 team. Judges involved in call the Wella World Studio London on choosing the new talents included Creative 020 7637 7172, for Edinburgh popHEAD deputy editor, Beth Davie, and realhair up and Manchester courses, creative director, Andy Smith. Their year will call 0161 834 2645. include a photoshoot, stage work and training from Schwarzkopf Professional ambassadors.

CREATIVE HEAD

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It really has been a busy first few months since opening my new salon in Balham. I was recently made an art and technical director of ID Hair and will be heading to Denmark to shoot a new A/W collection.

I’m also busy planning our next event, at the end of the month with our local tennis club. Finally, I’m spending time with the team working on our Most Wanted entry.

IRINA SQUIRE BLO BLOW DRY BAR, LONDON

We’re launching straight into our new look book, which will take us to 11 styles available at the bar.

To celebrate this we’ll be creating another event in-bar for our beloved beauty blogger following. Education is vital, so there are a number of courses I’ll be doing, such as the Unite Paramount Business seminar, as well as going to Salon Smart in April.

PATRICK MCDOUGALL RAINBOW ROOM INTERNATIONAL GEORGE SQUARE

As a company, we’re celebrating the winners of our annual Congress. I’ve just won a place on the Schwarzkopf Young Artistic Team and I’ve got my first induction meeting and live presentation coming up.

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#CHedit

Tame manes and dial down the volume with Aveda Smooth Infusion Smoothing Masque. Clients will love the fresh citrusy floral aroma, too!

First extensions, then styling goods and brushes – now Balmain Paris Hair Couture introduces its Professional Titanium Straightener, for both natural and memory hair.

SALON PRICE £69.95 0800 781 0936 balmainhair.com

A lovely little retail incentive from Cloud Nine – part of its #LetitRain campaign – this umbrella is perfect for wet days to keep styled hair looking fabulous.

RRP £25

0870 034 2380 aveda.co.uk

RRP FREE WITH ANY REGULAR SIZE ELECTRICAL TOOL 0845 026 7121

COLOUR CLOSE-UP

cloudninehair.com

Twiggy is the new UK face of L’Oréal Professionnel, and is rocking the new Shimmering Blonde service featuring the brand’s coolest blonde formula, Majirel High Lift.

It’s a great way to kick off the brand’s celebration of British blondes!

For groomed gents who like a softer finish, this pomade from GO 24.7 is spot on.

IN-SALON SERVICE 0845 600 0122

RRP £10.95

0845 034 0770

lorealprofessionnel.co.uk

go247men.com

Go big or go home with the new Kitoko Volume-Enhance trio from ASP.

RRP £11.95 EACH 01794 527111 asphair.com

Whip your client’s hair into a frenzy with instant volume and lots more body thanks to ed whip styling mousse by chill*.

RRP £11.99

01535 658499 chill.uk.com

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Look at the popularity of the Kardashians and you know glam is global. So it’s the perfect time for TIGI to relaunch S Factor, its haircare line that’s all about serious glamour.

We love the Smoothing Lusterizer line-up…

RRP FROM £14.95 0844 844 0944 sfactorbytigi.com

The Dessata Bright Hair Detangling Brush gift sets from Hairaisers feature chrome, rose gold (above) or fuschia brushes in salon and handbag sizes.

RRP £19.99 020 8965 2500 dessata.co.uk

CREATIVE HEAD

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STOCK OPTIONS

OUR PICK OF THE LAUNCHES TO STACK ON SHELVES, ADD TO MENUS AND SHARE WITH YOUR STYLISTS Many of us need a coffee or three to kick-start our day – and now those clever boffins at O’right have developed a caffeine kick that makes hair look fabulous while giving a big hug back to the earth. It’s launched Recoffee to the UK, an innovative haircare line made of 16 cups of recycled coffee grounds, collected from coffee shops across Taiwan. The shampoo bottles are manufactured from 100 per cent recycled coffee waste, are biodegradable and grow into a coffee tree when planted in the ground. The caffeine content in the

range should help stimulate the hair shaft and help it grow faster by blocking the effects of DHT, a chemical known to damage hair follicles. The range – which consists of a moisturising shampoo, volumising shampoo, conditioner and hair oil – is also free from nasties such as parabens, sulphates and phthalates. We think coffee-loving clients and the ecoconscious will drink them up – prepare your shelves now, and get the cappuccino maker fired up!

RRP FROM £17.25 01283 586986 o-right.co.uk

LAUNCH OF THE MONTH

IT’S ALL ABOUT... MAKE-UP What started as a brow service has since exploded into a full make-up range – so ensure you’ve got the new HD Brows cosmetics purse for clients to store all their premium prettifiers.

CREATIVE HEAD

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Launched by salon owner Caroline Sanderson, Tartan Minerals is a professional cosmetics line-up that offers a great extra retail offer to clients.

0844 801 6810

RRP £20

RRP FROM £12 01463 220234

hdbrows.com

tartanminerals.com

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ADD TO BASKET

Have you ever had to prep foil lengths for highlights?

The hours of measuring and tearing, measuring and tearing… and with the summer season of highlights ahead, that’s a whole lot of foil to uncoil! Well, take a look at your new BFF! The Aston & Fincher 24*7 is a top of the range, fully automatic hair foil preparation system that both cuts and folds foil at the touch of a button. Simply choose the length of foil, the size of fold and the amount of foils required and the machine takes care of the rest. The 24*7 Aston & Fincher Refill makes beautiful colour beautifully simple. This foil range is specifically designed for use with the Aston & Fincher 24*7 automatic machine. And with the current offer that’s six kilometres of foil to prep – and that machine won’t need a break!

BUY IT! BUY 12 24*7 ASTON & FINCHER REFILLS AND GET A FREE FOIL MACHINE (WORTH £99) FOR £213

CREATIVEHEADMAG.COM/SHOP 16

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CREATIVE HEAD

17/02/2015 14:57

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If you could have a third arm, it would probably wouldn’t be as useful as your trolley, and this one is outstanding value for the salon.

Professional mineral powder formula not only covers grey roots, it also hides dark regrowth on blonde and highlighted hair.

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THIS SEASON’S IT LOOKS YOU’VE EITHER GOT IT OR YOU HAVEN’T, AND L’ORÉAL PROFESSIONNEL’S S/S15 IT LOOKS DEFINITELY HAVE IT

The ’70s are big news this season. Disco-style bouffants, Mother Earth flowing locks, hippy plaits and the shag were all seen in abundance on the S/S15 catwalks.

Taking this super trend to the next level, the It Looks have taken direct inspiration from the ’70s, retro and rock styles. L’Oréal Professionnel has created three adaptable in-salon looks for S/S15 – Blonde Shag Cut, Crimson Lights and Waves and The Undercut. The look for model Alice Dellal was created using new Majirel High Lift, while It Boy Jack Guinness sports a new summer undercut style. But where would the It Looks be without its hairdressers to create the styles? Frédéric Mennetrier and James Rowe, masters of colour and cuts, are the star It hairdressers behind the new S/S15 inspiration. To fulfil every client’s summer hair wish, make sure you have all the L’Oréal Professionnel tools in your salon.

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L ALICE DELLA THE LOOK: This summer, blonde goes rock – very cool on lengths and ends that contrast with naturally dark roots. The latest rock chic look for this season.

THE COLOUR: Using the latest innovation in L’Oréal Professionnel hair colourants – Majirel High Lift, Frédéric Mennetrier was able to create a cool blonde, made possible

by Majirel’s concentration of neutralising agents that lighten by up to four to 4.5 levels, while caring for the hair.

THE CUT AND STYLE: James Rowe created the look of the season: the shag. This basic but very layered cut is short and boyish, but still feels feminine.

NEW! THIS LOOK WAS CREATED USING MAJIREL HIGH LIFT BY L’ORÉAL PROFESSIONNEL, WHICH ALLOWS YOU TO CREATE COOL BLONDES

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CR EATIV E HE AD PR OM OT ION

MALIKA HAYDON THE LOOK: A bold rock star look.

THE COLOUR: Frédéric added a breeze of vibrant reds and coppers using Inoa Carmilane by L’Oréal Professionnel to contrast the depth of Malika’s darker base.

THE CUT AND STYLE: James Rowe chose a longer shag cut and styled with defined waves, while adding texture and volume using Tecni.ART Wild Stylers Scruff Me and Next Day Hair.

JACK GUINNESS THE LOOK: A combination of two styles: the shaved look of the ’30s and ’40s and the more rock look of the ’50s.

THE CUT AND STYLE: James gave Jack the cut of the summer for men: the undercut. This cut can be partially or completely shaved on one side, raised, with or without a parting, depending on the look you want to achieve.

To style Jack, James used the new limited edition Tecni.ART Undercut styling paste.

Give your clients the perfect It Look this S/S15. To find out more about L’Oréal Professionnel colour ranges, call 0845 600 0122 or visit lorealprofessionnel.co.uk/haircolour CREATIVE HEAD

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#CHedit Neon crop celebrity spot – Matt Willis from McBusted

Cele brat ing our salo n’s fifth birt hda y

Spe cial delivery from Hu mm ing bird Bak ery Latino inspiration for Jasper Garvida

In the frame Celebrating five years in business, Bryn Wilkins and James Kinnear at Easton Regal Hairdressing snap away

Friday night client cocktails

A roya l visit – Ellie Gou ldin g is back at the salo n

SNAP AND SEND Want to give us a snapshot of your hair world?

Tweet us @creativehead

Tea l blu e hairshow prep

Our salon dog Teddy, a long haired chihua hua

Melon bombs at a crucial staff meetin g!

Why did you want to be a hairdresser?

I’ve grown up in the hairdressing industry.

My mum was a hairdresser so I think that my decision was down to her influence.

What have been your highlights so far?

Being inducted into the Rush Artistic Team.

It’s something that I’ve wanted for a long time and I’ve worked hard to earn my place.

Where do you see yourself in 10 years’ time?

I’d like to be inspiring the next generation and be an ambassador of British hairdressing. I’d also like to have my own Rush salon.

Birthd ay buntin g

What would be your dream hairdressing gig?

To head up major fashion shows at fashion weeks all over the globe. I’d also love to represent Rush internationally.

RISING STAR NAME: JAMIE BENNY AGE: 25 SALON: RUSH BAKER STREET

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CREATIVE HEAD

17/02/2015 14:58

GI V E YOU R CL I E N T S T H E BROW S T H EY DE SERV E Charge from £25 for every brow treatment and get access to the complimenting Make Up by HD Brows retail range.

Training starts from £995 + VAT

084 4 801 68 14 | hdbrows.com

#CHedit

Inside story ATHENA, LONDON

Whisking clients away from the bustle of Brick Lane, new boutique salon and academy Athena offers a beauty experience with a distinctive, old Hollywood glamour feel in the heart of London’s coolest district. Celebrating artistry, this bijoux boutique is championing the concept of a salon beauty destination for drop-in beauty appointments, academy masterclasses and a fully-equipped photography studio. The aim? Empower women to express themselves through hair, make-up and nail art. Athena is looking to pull in style-savvy customers who want an up-do before a night out or a new make-up look to show off. There’s a relaxed atmosphere, with raw brick walls playing against the movie director-style chairs and light bulb mirrors. Downstairs you’ll find the academy, allowing clients to attend courses hosted by beauty insiders, and the finishing touch is the photographic studio, which offers everything from vintage film to contemporary street settings.

HOT BUYS

now open

RIGHT ANGLE Give clients a sleek sit-upon as they wait for their appointment, with the Angle waiting seat from Salon Ambience.

RRP £344 until the end of April (normally £649) kris.dade@salonambience.com salonambience.com

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GAVIN TAYLOR HAIR LEICESTERSHIRE

Housed in an old dairy barn, Gavin Taylor Hair has created a luxurious yet eco haircare hub.

CREATIVE HEAD

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#CHedit

CLOSE-UP

REED KRAKOFF S/S15 THERE’S SOMETHING about the month of March that puts a spring back in our step – there’s more daylight, we’ve survived the gloomy winter and everyone starts to look hopefully to a stellar summer ahead.

It’s a great time to begin talking to clients about changing things up a little with fresh styling and new shades, and we think the hair at Reed Krakoff by Unite is the perfect place to start. It’s an easy yet chic style that’s ideal for women-on-the-go, and has a hint of summery fun with looped ponies and cobalt leather ties. Stylist Kevin Ryan for Unite worked in Expanda Volume for a bit of oomph at the roots, and ensured that on the last loop of the pony’s elastic, not all the hair was pulled through, leaving ends left out and pointing skyward. Easy to recreate at home, we think fashion-savvy clients will love the simple style and chance to accessorise!

WANT TO SEE more from the catwalks? Download Runway on your iPad this month, available from the App Store CREATIVE HEAD

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16/02/2015 11:02

THE BUSINESS EDIT WOULD A STATE REGISTER REALLY CHANGE THE PERCEPTION AND QUALITY OF UK HAIRDRESSING?

However, a recent debate in the House of Commons rejected the move for now, on the grounds that compulsory registration would not guarantee the quality of hairdressers. MP Richard Fuller argued it all comes down to supply and demand. “If someone is operating a salon and provides a poor or risky service, they will go out of business because in most communities people know which barbers and hairdressers do not work effectively.”

It hasn’t deterred the Hair Council however, it had representatives meeting last month with Prime Minister David Cameron to make the case for regulation.

Mitchell Wilson, owner of 2014 Most Wanted

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Best New Salon, Laundry in Sheffield, believes proposals wouldn’t benefit the industry it’s meant to improve. “All arguments for registration basically find their conclusion in improved standards and professionalism for employees. The argument against would be lots red tape and paperwork overseen by an organisation ticking boxes and invoicing, without any real grass roots improvement for the industry,” he argues. “I can’t help but feel either way it will do very little to improve on the industry we inhabit.”

What would raise the game, he believes, would be a greater standard of training.

“I would love to see a university being

CREATIVE HEAD

16/02/2015 11:03

THE CAMPAIGN FOR COMPULSORY STATE REGISTRATION OF UK HAIRDRESSERS HAS BECOME MORE VOCAL IN RECENT YEARS, WITH THE HAIR COUNCIL ARGUING THAT IT’S THE ONLY WAY THE INDUSTRY CAN ACHIEVE ‘PROFESSIONAL’ STATUS

brave enough to offer a degree course in hairdressing to include all clerical areas of the job. If it was adopted nationally, standards would inevitably rise and the huge gulf between well-run in-salon training and local college training would narrow.

“All too often I come across 19-year-old badly trained and misinformed former hairdressing students sent out to make their mark in an industry they are ill-equipped to work in.”

One of the UK’s most famous stylists, Nicky Clarke OBE, is also firmly against registration. “In my 40-year career this matter has come up time and time again – I’m all for more professionalism in this industry. My qualifications are 40 years on the floor – this matter should not be a simple tick-box form.

State intervention is not the answer. Even though Britain is one of the last countries to have regulation we are still considered to be one of the best in the world.”

Francesco Group managing director, Ben Dellicompagni, is a supporter of state regulation, believing registration would “safeguard consumers against unqualified and incompetent traders. Consumers need to trust they are in the hands of professionals, which is

CREATIVE HEAD

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why minimum standards are so important”.

The salon group’s dedication to training means each stylist and technician has a minimum of NVQ Level 3 qualification, with every salon incorporating a Master Colour Expert with more than five years of intensive training in colour and technical services.

Not only that, every newly qualified stylist and technician participates in an intensive finishing school before starting salon work.

Francesco Group’s training manager, Craig Davies, adds: “Ultimately, the respect the industry needs will be achieved by high quality education across the board, which leads to top-performing salons with excellent reputations, delivering consistently high standards and levels of professionalism.”

So it seems both sides are arguing for the same thing – strong education and experience that improves the quality of staff. And if salon groups such as Francesco are delivering that anyway, is registration really needed?

Surely clients that care can sort the wheat from the chaff, without a state-imposed register that would cost every working hairdresser an annual charge? The debate will continue…

FROM INSIDE

THE SALON

GARY TAYLOR

EDWARD & CO, BRIGHOUSE

I believe that state registration is a must for both the reputation of our trade and for the public to know they are going to a professional hairdresser. The cost is a small investment and by promoting yourself as being SRH (State Registered Hairdresser) to the public, you can reassure them that they are going to be taken care of.

Our salon is going through major changes this year and I am recruiting new staff. Once in place, I’m planning to offer the state registration to them all. I will give them support in any way I can to promote the fact that we are a team of professionals and SRH membership definitely helps this. The way I see it, every hairdresser should have to become registered to trade, and renew every year or two. Like many industries we have the problem of ‘cowboys’, so let’s try and stamp this out and protect the reputation we all strive to keep.

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17/02/2015 14:59

#BusinessEdit

A NUMBERS GAME HOW MANY STYLISTS DO

LIFE LESSONS

YOU ACTUALLY NEED? ASKS KEN WEST

KEN WEST IS DIRECT0R OF BUSINESS EXPERTS 365

KAREN WHARTON

OBSESSION SALON AND SPA We make sure we leave people with a feeling, rather than telling and talking. Every client receives a 30-second welcome massage.

It brings them into your space and puts them at ease immediately.

You can have all the best plans – but if you don’t have a team that buys into your vision, then no strategy will work.

I live by the 80:20 rule.

Do everything great 80 per cent of the time and you’ll be successful.

The people you have around you are vital.

When you’re on the edge of being unsure or doubtful about something, they can be the key to whether you succeed or fail.

The successful person starts where the average person finishes. If you really want something just go for it – no matter how ridiculous it seems.

MAIN STAGE SPEAKER

26 APRIL 2015 26

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MAIN STAGE SPEAKER

27 APRIL 2015

OUR MARKET IS FOREVER CHANGING and I am fortunate enough to remember the times when it was absolutely normal for a stylist to attend to 40 or more clients in a week.

Some of you are probably still doing that, especially if you’re a salon owner working on the floor. You’re super-busy, doing more work than any of your team. But look behind you at your staff and the reality is most stylists deal with fewer than 30 clients a week.

In what we refer to as a ‘full service’ salon, where a stylist does all of their own colour work, this can often be acceptable because they produce a high average bill. However, in a salon that does a lot of lower value services – such as blow-drys, wet, dry and children’s cuts – this can often lead to stylists generating a relatively low turnover. You may ask what I mean by low turnover and here’s where you may or may not agree with me. I set a challenge to salons a few years ago to have professional sales that are the equivalent of £1,000 net of VAT per stylist. So an eight-stylist salon would generate at least £8,000 net of VAT. Any retail sales would then be the icing on the top of a very sound cake. Now I know many

of you are doing this, but many are not and this is what concerns me. With the National Minimum Wage (NMW) becoming a political focal point, we could see NMW rising by more than some would like. And let’s not forget to factor in the cost of pensions legislation!

Where does that leave us? Well, do the maths. What is the current average bill of each of your stylists and what do you need them to generate to become cost-effective?

The most common wage structure in our industry requires a stylist to take in about three-times their guaranteed salary, net of VAT, to be cost-effective. So, unless you have the correct combination of a marketing strategy to produce a good supply of clients, a cost-effective and planned pricing structure and a team of skilled and continually educated stylists, then you can easily end up with too many under-utilised, cost-ineffective and demotivated team members.

None of this is meant to depress you – it’s meant to focus you on creating a plan to develop a skilled, motivated and profitable team that will keep you ahead of your competition. Doing nothing is not an option.

WANT TO ASK KEN A QUESTION? Email him directly on KenW@365Hair.com

CREATIVE HEAD

17/02/2015 15:00

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12/02/2015 13:47

#BusinessEdit

COMMONS DEBATES STATE REGISTRATION

THE PROFESSIONALISM of the vast majority of hairdressers and barbers means there is no compelling argument for the introduction of mandatory state registration of the industry anytime soon, the government has said.

MPs debated the pros and cons of mandatory or compulsory state registration for hairdressers in January, the first time the issue has been discussed in the House of Commons since 2012. The latest debate, which did not on this occasion lead to a vote, was proposed

by Llanelli MP and shadow Wales minister Nia Griffith, who said: “The majority of responsible practitioners already come up to or surpass the necessary standards, but we need legislation to provide protection from the unscrupulous.”

However, in response, Mark Harper MP, a minister in the Department for Work and Pensions, argued there was no evidence “large numbers of people are damaged by incompetent hairdressers” and therefore no reason to overburden the industry with “unnecessary” red tape.

Harper argued the fact just 10 per cent of hairdressers are signed up to the Hair Council’s voluntary state registration scheme suggested there was not a huge appetite within the industry for this form of regulation generally.

TRAINING FEES ‘TO GO AHEAD’ THE GOVERNMENT INTENDS to push ahead with its plans for employers to pay some of the costs of apprenticeship training and put them directly in charge of managing and administering funding, despite the NHF’s concerns this will potentially place an “onerous” burden on small salons.

The Department for Business, Innovation and Skills in January published its response to a consultation it had carried out over the autumn to find out what employers felt about its plans. Skills minister Nick Boles said, as a result, giving employers control of apprenticeship funding was now “a nonnegotiable part of the reforms”.

HAIRDRESSING IN HMRC SPOTLIGHT HAIRDRESSING IS BRACING itself to be on the receiving end of a major government-backed campaign over the minimum wage, following a damning report arguing the industry is the worst by far in the UK at paying apprentices correctly. The Department for Business, Innovation and Skills (BIS) said in December it was instructing HM Revenue and Customs to begin a minimum wage guidance and enforcement campaign “solely focusing on hairdressing”.

Its move followed a report arguing 42 per cent of salons were either regularly or occasionally failing to pay apprentices their legal minimum wage, significantly ahead of the next two poorest performing industries, children’s care and construction, where non-compliance was 26 per cent. The BIS report suggested one common reason for apprentices to be paid the wrong wage was because of how the apprentice minimum wage is structured.

The £2.73-an-hour rate applies to apprentices aged 16 to 18 or those aged 19 or older in their first year of training. This means if an apprentice has a birthday that moves them into a new wage age band, they can easily end up being underpaid if their pay isn’t adjusted accordingly. The government therefore is pushing to simplify the system, suggesting the £2.73 wage should be replaced by a single £3.79-an-hour rate for 16 to 17-year-olds in employment and for apprentices in their first year of training. The NHF has argued it would rather see the £2.73-anhour apply to all apprentices, whatever their age, for the duration of their training.

CLOCK TICKING ON WORKPLACE PENSIONS THE INDUSTRY’S COUNTDOWN to pensions auto-enrolment has begun in earnest, with The Pensions Regulator starting to write to salons warning them their “staging date”, or the point from which they need to be auto-enrolling staff into a pension, is now approaching. NHF head office received its letter from the regulator in January, highlighting its staging date will be this summer.

Pensions auto-enrolment is the change in the law that will mean by 2017 all UK businesses, however small, will have to enrol employees into a company pension, and make contributions into it. The scheme is being rolled out gradually, with the country’s biggest employers going first and tapering down to the very smallest.

For the vast majority of very small employers, or those with fewer than 30 people, their staging date will be between 1 November this year and 1 April 2017.

But the exact staging date will depend on your employer PAYE number, the regulator has warned. The NHF launched a pension specifically for hairdressing last autumn, details of which can be found at nhfpensions.co.uk.

To find out more information and how to join the NHF, call 01234 831965 or visit nhf.info 28

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17/02/2015 15:00

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#BusinessEdit BUSINESS

barometer

HARNESS THE POWER OF AWARDS

FLICK THROUGH THE PAGES of this issue of Creative HEAD and you’ll see myriad opportunities to enter industry and brand awards – and our own Most Wanted and The It List Awards are open now. They bring with them the chance to motivate staff, excite clients and potentially PR your salon to a new audience.

The vast majority of our reader panel (89 per cent) takes the time to enter awards, including local business programmes. “This helps us to stand out as a great place to work and shows our quality – the best PR we can get,” says Beverley Bates from Ekko Hair in Banbury. “It’s important to win awards in the local community. ‘Who we are’ is just as important as the services we offer.”

But what does it meant to your brand to be a winner or a nominee? “It helps the business attract great staff,” believes Sara Holmes from Cheltenham’s Stuart Holmes. “It shows individuals have passion about the industry and go that little bit extra in their career rather than just cut hair and go home,” adds Emma Simmons from Salon 54 in Thirsk. “Being a competition winner shows they are willing to put in the extra hours – that’s the type of person I would perceive them to be.”

89% OF SALONS ENTER AWARDS

90%

OF WHICH,

47%

ENTER THREE OR MORE COMPETITIONS A YEAR

BELIEVE COMPETITIONS HAVE A POSITIVE IMPACT ON THE SALON

ULD BE MORE LIKELY 57 PER CENT OF RESPONDENTS WO AWARDS, BUT ONLY TO HIRE A STYLIST WHO HAS WON THEM 38 PER CENT WOULD PAY MORE FOR

JANUARY 2015 How was business January 2015 compared with December 2014?

STEADY

How was business January 2015 compared with January 2014?

DECLINING

16%

19%

STEADY

16%

DECLINING

81%

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GROWING

68%

Top tips DO YOU CONSULT DURING CONSULTATIONS? I‘VE RECENTLY BEEN involved in research on how clients feel about visiting the salon and it was an eye-opener! As many as 90 per cent of clients are ‘terrified’ before they visit a salon for the first time, more than 80 per cent have left a salon in tears and more than 70 per cent said that their hairdresser does not listen to them.

These statistics are shocking, but what’s even more shocking is that all of these issues could be rectified by a proper consultation. I know that most of you take the time to discuss options with a client before their first visit, but how many of us go into real detail once we are comfortable with a client? I’ve seen a stylist mixing colour before the client has even walked through the door!

During the consultation we should be discussing every aspect of our client’s hair – we need to know so much more than just the style they want. We need to find out what they don’t like about their hair, how long they have to style their hair every morning, what their monthly budget is, what products they use, what their lifestyle is like, what hobbies they have – so we can offer the right solutions.

The consultation is about so much more than just a first visit. More than 60 per cent of people change their hairdresser because they want to change their hair, and this could easily be prevented. It’s time to start talking, and more importantly, start listening.

Jessika Carrera Maybury, Head of Premier Salon

Methodology: survey conducted by Independent Survey Solutions in a poll of 50 salons employing four or more staff and spread geographically across the UK

YOUR EXCLUSIVE SNAPSHOT INTO UK SALON PERFORMANCE, IN ASSOCIATION WITH PREMIER SALON

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17/02/2015 15:01

A REVOLUTIONARY SALON CONCEPT

BUILDING BUSINESS TOGETHER The I.C.O.N. concept is to add value to each of our partner salons. The aim is for clients to be taken on a journey and to experience the ultimate in service standards from their salon.

I.C.O.N.’s goal is to increase individual salon revenue by 30% within the first 12 months by working as part of the salon team to educate, motivate and inspire stylists. With this unique method, we can increase salon retail sales from an average of 5% of turnover to 15%.

For more information contact louise.jenkins@icon-concept.co.uk or call 0113 278 1292 WWW.ICON-CONCEPT.CO.UK

COLOUR

DECODE D SIGN

With the introduction of the new Schwarzkopf Professional IGORA ROYAL PEARLESCENT shades, clients can now buy into the iridescent shades that trend scouts, celebrities and designers all agree are going to be seen everywhere this summer.

Exclusively in Creative HEAD, Colour Decoded is set to crack the colour code. The dynamic duo of Schwarzkopf Professional’s Global Colour Ambassador Lesley Jennison and Head of Education and Events Stephen McDowell are on hand to guide you through all things colour for 2015. With helpful hints and tips from our colour gurus in partnership with Schwarzkopf’s leading trend collections and product innovation, Colour Decoded is guaranteed to arm you with all the information you need to be on trend and deliver every client’s dream colour.

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IT!

Stephen McDowell As head of technical for Schwarzkopf Professional, Stephen is the creative force responsible for training, inspiring and educating stylists across the UK and Ireland.

Lesley Jennison Her radical vision and flair for colour took her from Vidal Sassoon apprenticeship to global recognition and has made her the ‘go to’ name on every celebrity’s lips for unsurpassed colour genius.

06/02/2015 17:05

FOR LIGHT BROWN AND BLONDE CLIENTS:

The lift and tone colours of rosy coral and soft tangerine can be used to create a beautiful contrast throughout the hair. Clients who want to whisper into this trend can have subtle shimmering slices of alternating shades in foils around the hairline, whilst those clients who are happy to shout about it can have an all over colour using blocks of the two lift and tone shades interspersed with fine slices of magenta.

CLIENTS WITH PRE-LIGHTENED HAIR:

Whether it’s an all over application or highlights, clients can play with the prettiest of pastels in mint, candy, amber and lavender that sparkle when used in fine slices on the front part of the hair or look stunningly opalescent when used in a bolder look. Darker hair can also play into this pearlescent vibe with the two dramatic shades of emerald and deepest magenta.

LESLEY’S TIP:

hair, use On all over pre-lightened keep to hts hlig hig ven wo fine tty. Always the contrast light and pre over ers ton tel pas h wit 3% use h darker wit and r, hai pre-lightened and bolder ker thic h wit rk wo es bas t. slices to see the contras

TO ACHIEVE PERFECT PRE-LIGHTENED HAIR:

• If using a weaving/slicing technique, ensure you take fine sections, as this allows a thorough saturation of product. Ensure you apply it evenly • If applying the bleach directly to the scalp, ask your client when they last shampooed their hair. It’s a good idea to avoid shampooing for 24-48 hours before performing a full head bleach application • Apply product carefully to the scalp taking care not to over-lap with previously lightened hair

• Stick to the correct mixing ratio • Always monitor the bleach’s progress visually and don’t exceed the development time

• During development it’s best to let the scalp breathe, so ensure that you keep hair lifted away from the scalp.

Allow the bleach to develop until a pale yellow is achieved, don’t be tempted to develop further as a pale yellow is all that’s needed to achieve the iridescent looks with the pearlescent shades.

V I S I T U S AT S K P - E L I T E . C O M / C O L O U R - D E C O D E D

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Gently shampoo the bleach off the hair and towel dry. Apply BC Moisture Kick Spray Conditioner – this helps to even out any porous/uneven areas on the hair.

Apply the Igora Royal Pearlescence toner of choice – remember to mix it with 3% developer (10vol.) and develop until the desired colour is achieved. Our toners are easy to identify – they always have the number 9,5- followed by the toner number (e.g. 9,5-43 Pastel Mint).

On darker depths, the Pearlescence lifting shades can be used. Choose either a soft tangerine or a delicate coral-rose to create this season’s must have looks.

These shades can be applied to natural hair and mixed with 12% developer (40 vol.). Again, these are easy to identify as they begin with the number 11-.

We recommend using BC Hairtherapy Power Protector. Mist the product lightly over virgin hair and dry in. This quick and easy process will ensure the natural virgin quality of the hair is protected and preserved.

Select your preferred bleach from Schwarzkopf Igora Vario or BlondMe 9+ Premium Lift. Because of the improved technology now used in our bleaches, you don’t always need to use a higher strength developer to achieve the lightest blonde, but to get fantastic results it’s essential that you follow a few golden rules:

NOW PERSONALISE YOUR CLIENT’S HOT NEW LOOK:

LESLEY’S TIP:

Consider using a low stre ngth developer – this allows a more controlled pre-lightenin g process and also has a gentler effe ct on the structure and condition of the hair.

Lesley & Stephen

xX x

06/02/2015 17:06

CREATIVEHEADMAG.COM MAGAZINE

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RUNWAY

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17/02/2015 14:36

CR EATIV E HE AD PR OM OT ION

The power of pearls Create mother of pearl shades with IGORA Royal Pearlescence

by Schwarzkopf Professional

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16/02/2015 12:24

Unlock the power of pearls with IGORA Royal Pearlescence

by Schwarzkopf Professional

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16/02/2015 12:25

OM OT ION CR EATIV E HE AD PR

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16/02/2015 12:27

Pastel pearl-fection Maybe it was the gorgeous shimmering turquoise playsuits spotted at Markus Lupfer S/S15 or Cara Delevingne shining in ethereal pearly whites.

Whatever it was, the pastels trend has taken on an iridescent quality for S/S15. But don’t fret – you can easily create these mother-of-pearl hues for your clients with the new IGORA Royal Pearlescence by Schwarzkopf Professional.

The eight stunning shades give hair a motherof-pearl shimmer and are available in two fashion shades – Magenta and Emerald, which give darker hair intense nuances; two lift and tone shades – Tangerine and Coral, to delicately lighten the hair while tinting it in lively peachy and pinkish tones; and four pastel colours – Amber, Candy, Lavender and Mint, to complement light-coloured hair with soft and delicate hues.

Like natural pearls, IGORA Royal COLOUR Pearlescence shades H! BREAKTHROUGe, have a shimmer that m For the first ti can’t be copied easily, nes can giving you the perfect these pastel to be created on opportunity to create one-of-a-kind colours darker tones for your clients.

New Shwarzkopf Insert.indd 3

16/02/2015 12:25

CR EATIV E HE AD PR OM OT ION New Shwarzkopf Insert.indd 4

16/02/2015 12:26

OM OT ION CR EATIV E HE AD PR

Signature service To celebrate the launch of IGORA Royal Pearlescence

by Schwarzkopf Professional, the brand has created a new Pearl service. It’s a great way to create a soft, pearly play on colours, allowing you to broaden your blonde service spectrum while embracing feminine and on-trend multi-tonal effects

Let your clients’ colour shine with IGORA Royal Pearlescence by Schwarzkopf Professional.

To find out more, call 01442 278000 or visit schwarzkopf-professional.co.uk

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16/02/2015 12:28

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THE SEARCH IS ON FOR CREATIVE HEAD’S STARS OF 2015 FOR OUTSTANDING INDIVIDUALS, SUPREME TEAMS, REMARKABLE SALONS AND EXTRAORDINARY YOUNG TALENTS

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10/02/2015 14:59

AS OFFICIAL HAIR PARTNER TO LONDON COLLECTIONS: MEN, FUDGE PROFESSIONAL IS THE GO-TO BRAND WHEN IT COMES TO MEN AND STYLE

GET YOUR

MALE CLIENTS ARE BECOMING more and more discerning – no longer content with a ‘short back and sides’ approach to their hair, many want celebrity-inspired looks and to know the latest trends. Which leads us to ask: wouldn’t your male clients rather use products from, and be styled by, a brand partnered with men’s fashion week, and one that can predict the latest hair trends first?

Fudge Professional is the official hair partner of London Collections: Men and hosts The Fudge Fix, a dedicated pop-up salon, during the fashion week every season.

For A/W15, the brand created standout looks at seven designer shows, as well as for the front row guests. An array of stars from the world of film, fashion and music stopped by The Fudge Fix, including musician Martin Luke Brown and actor Jack Bannon, as well

42

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as designers Patrick Grant and Katie Eary.

Managed by Fudge Professional’s brand ambassadors, The Fudge Fix treated fashion’s finest to complimentary styling using Fudge Professional products and the latest electrical tools from BaByliss PRO. To help inspire guests at The Fudge Fix, Fudge Professional created an exclusive LC:M styling menu, offering a variety of on-trend looks such as Let’s Braid Out, Texture Experimenter and Groom To Go. “The Fudge Fix was a great success. It enabled lots of networking, not only for the Fudge Professional brand, but for my own salon,” says Jo Caswell, owner of Mutiny Hair in Northampton.

So impress your men by bringing the latest trends from the London Collections: Men into your salon with Fudge Professional.

CREATIVE HEAD

16/02/2015 11:12

CR EATIV E HE AD PR OM OT ION

Matthew Miller Christopher Shannon

FASHION FIX What’s the main hair trend your male clients will be asking for come A/W15? Fudge Professional reveals all…

It’s all about effortless, chic and undone hair this A/W15, with models at Craig Green, James Long, Matthew Miller and Christopher Shannon all sporting the look. “We saw a major trend for effortless hair this season,” says John Vial, creative director for Fudge Professional. “We’re talking hair that’s styled just enough to be noticeable. Our new Fudge Professional Light HED-ed Hair Oil, launching later this year, is light, non-greasy and perfect for this slightly groomed look.”

James Long

THE TREND TO KNOW

For more information on Fudge Professional, visit fudge.com/professionals or call 020 7845 6333

CREATIVE HEAD

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Lookbooks, how-to’s, exclusive videos, wedding hairstyles and problem fixers from you, the experts IF YOU HAVEN’T logged onto layeredonline.com, you’re missing a trick. And if you’ve bookmarked us already, you might have noticed we’ve had a bit of a makeover. We’re looking good, right?

Made with every client of every age in mind, it’s the inspiration they need to make their hair easier to style at home and make your job easier to fulfill in the salon. And we hope you’ll walk away full of ideas, too.

We’ve just launched the Layered magazine, too. A sneaky insight into what’s happening on the website, every ‘My Layers’ subscriber will get one posted through their letterbox at the Didn’t get start of the new season. your Layered You can also find us on Facebook, Twitter and Instagram magazine? Call so if you’re keen on social media, give us a virtual wave 01434 610416 and and we’ll high five you right back. It’s a great way to get you we’ll put one in and your salon on potential new clients’ radars – as well as the post your existing ones! And if you fancy featuring in our videos or dishing out advice to our ready-made audience, get in touch...

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16/02/2015 11:14

Lee Stafford

Scene

THE HOTTEST EVENTS EVERY MONTH – GET YOURSELF SCENE!

DREAMS OF Mandalay WITH 9,000 HAIRDRESSERS attending and 275 models on stage at the Mandalay Bay Hotel in Las Vegas, the 2015 Redken Symposium rocked Sin City. It was a truly global crowd gathered in the entertainment capital, and UK favourites Lee Stafford, Andrew Barton, Tracey Gallagher and Kelly Scott were among those flying the flag on stage. In a spectacular opening event, Blonde Idol received a rock and roll makeover, with models roaring onto the stage on motorbikes. Pureology went a little Mad Men with a ’60s vibe, Zou Bisou Bisou soundtrack and jiving models astride Lambrettas, while creative director Guido Palau was celebrated with a nod to the Fashion Week styles he creates each season at dozens of shows.

There were previews of new products and lashings of education to boot. The desert has never been so much fun.

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16/02/2015 11:18

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Andrew Barton

Kelly Scott

Tracey Gallagher CREATIVE HEAD

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16/02/2015 11:19

Johanna Cree Brown

Tracie Cant

Tara Davies and Sophie Evans

IMAGE IS everything GUESTS ATTENDING CREATIVE HEAD’S Coterie event gathered to discuss the increasingly sophisticated process of creating images that sell fashion to billions of people around the world. First, interviewed by Trevor Sorbie’s international creative director Johanna Cree Brown, model scout Sophie Evans and booker Tara Davies, both from M+P Models London, revealed how they go about finding a “new face” and crafting her into a commercial success. It involves “patrolling areas where young girls hang out – shopping malls, cinemas, festivals, One Direction concerts”, in order to find the raw talent, and then “testing” with different photographers until the girl has enough content in her book to begin charging a day rate. The biggest challenge? “Having to beg a 17-year-old girl to get out of bed to go and earn more money in one day than most people earn in a year,” quipped Tara. Meanwhile, session stylist Tracie Cant – highly regarded for her work with Hollywood actors such as Scarlett Johannson and Gemma Arterton – gave a fascinating insight into the demands of her job. “There are no second chances on the red carpet,” she explained. “They are scrutinised to a forensic degree nowadays, and if her look is wrong, she’s the one who will get the criticism, not me.”

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SEE Sam Burnett (above) with Bora Aksu at The Coterie 30 March

CREATIVE HEAD

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15 YEARS CREATIVE HEAD’S MOST WANTED AWARDS ARE BACK AND OPEN FOR ENTRIES. EARNED YOUR STRIPES? GET YOUR TROPHY TEAM AWARDS

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SALON SMART 26-27 April 2015

Park Plaza Riverbank, London

BOOK NOW 01434 610944 Weekend pass £189* Day pass £99

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16/02/2015 11:28

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Y R R U H LIMITED NUMBER Inspiring speakers Practical workshops Live Q&A sessions The Working Lunch Non-stop networking

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TWO DAYS. ALL THIS! Sunday 26 April

16.15 Karen Wharton

14.00 Hotel check-in opens 15.30 Welcome by Creative HEAD publisher, Catherine Handcock 15.40 Abby and Karly Whittaker

Founder and director of Obsession Salon and Spa in Branston and Lichfield, Karen Wharton’s story is one of triumph over adversity.

In 2006, a fire destroyed what was then her third salon in Birmingham and a legal battle ensued, resulting in 27 hearings and five trials, a potential £2 million legal bill, and a period of intense instability.

Hear Karen’s full account.

16.50 Free time

@creativeheadmag

Chat with HOB Salons’ Sean Dawson, Ruffians’ Andrew Cannon, Sam Burnett, owner of newly opened salon Hare & Bone, salon owner and organic colour advocate Karine Jackson, and the director of 365 Hair, Ken West.

19.30 Three-course dinner with wine

21.00 Showtime with Hooker & Young

18.00 Meet & Mix Sisters Abby and Karly Whittaker run Sarah Hodge Hairdressing, a nine-strong family-owned salon outfit in the West Country. Dedicated to delivering a flawless service to clients, the pair’s commercial and management savvy has seen the group grow through diversification, and with great success. Hear why keeping it in the family is good for business!

Sip a glass of bubbly and talk shop with creative and business innovators at this scintillating Salon Smart session.

Exclusive creative inspiration and stimulating after-dinner conversation with Gary Hooker and Michael Young.

22.00 And so, to bed (or the bar!)

BOOK NOW 01434 610944 Weekend pass £189 * Day pass £99

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16/02/2015 11:29

Monday 27 April 09.15 Welcome from Creative HEAD publisher, Catherine Handcock 09.25 Nick Wood

10.10 Laura Caudery

Award-winning director of events venue Fetcham Park, Laura Caudery has harnessed the power of social media and made it an integral part of her business. Look forward to a real insight into how, when and why social media really does its job.

The president of Goldwell and KMS California in the UK and Ireland reveals the smart moves your business should be making in 2015.

10.30 Salon Smart Masterclasses

09.45 Angelo Vallillo

11.25 Ken West

No doubt about it, Angelo Vallillo – partner and creative director at Nottingham’s Zullo & Holland – has guts and gumption in spades. Following a revival of his languishing salon and the opening of a new education academy, business is thriving. Hear how he achieved it all – and a Most Wanted trophy to boot!

Focused workshop sessions delivering money-spinning ideas for the salon.

The director of coaching organisation 365 Hair will reveal how to turn positive client chat into more takings at the till.

California, 365 Hair, American Dream, Diva Professional Styling, Herra, National Hairdressers’ Federation, Maletti and Millennium. Lunch is served!

14.15 Team Talk with Charlie Miller

Sit in on a conversation with joint managing director Josh Miller and international creative and artistic directors Jason and India Miller and enjoy a unique insight into the workings of a Scottish salon super brand.

15:00 Salon Smart Masterclasses The workshops resume!

16.00 Lee Stafford

11.45 Think Tank

Salon Smart’s expert panel solves your real-life business dilemmas in this riveting Q&A session.

12.45 The Working Lunch

Tap into businessboosting innovation from Goldwell, KMS

This Morning, Celebrity Scissorhands, The Secret Millionaire… Lee Stafford is one of hairdressing’s most recognisable faces. He’s also crafted an international product range, opened (and closed) salons, and pioneered a revolutionary new education programme. Get the scoop.

16.30 Close

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MONDAY ONLY SCHEDULE £99 Day pass

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Your ticket includes: ● Monday’s main stage sessions ● Practical workshops ● Live Q&A session ● The Working Lunch ● Prize draw entry ● Non-stop networking ● Goodie bag Ticket terms and conditions apply; visit creativeheadmag.com/salonsmart/ticketsandvenue

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16/02/2015 11:30

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CREATIVE HEAD

16/02/2015 11:33

CR EATIV E HE AD PR OM OT ION

The art of happiness Make your clients feel special and consistently provide the wow factor that keeps them coming back to your salon with software tools from Premier Salon FROM THE MOMENT A CLIENT makes contact with your salon, every action you take will influence their opinion of your business. While this may sound scary, it’s not. It’s actually your opportunity to wow them in a way no other salon has before. How do you do this? It’s simple – consistency. The client should have the same amazing experience every time they visit, and Premier Salon knows just how to achieve this.

Premier Salon’s client cards enable you to gather information about your clients, allowing you to send meaningful, targeted messages to them about services and offers that are of interest to them specifically. You can also improve the client experience by offering web bookings out of hours and by sending an all-important SMS reminder to a client.

Data stored in Premier Salon’s client cards can also help to add the personal touch that an exceptional, consistent experience requires. On the cards you can even store a client’s favourite drink or magazine. Remembering simple things like this will make your clients feel comfortable and welcome as soon as they step through the door. The client notes section also allows you to discuss past appointments and where your client wants to progress with their hair.

Following up an appointment is just as important in helping to make your salon stick in your client’s mind (for all the right reasons). Premier Salon’s automated marketing means you can send key messages to both new and existing customers. We all live busy lives, but Premier Salon ensures you have all the tools and information so the client’s journey is as smooth as possible, leading to happy, loyal clients who become advocates for your business.

Create happy clients with Premier Salon. For more details, call 01543 466580, visit premiersalon.co.uk or email sales@premiersalon.co.uk

CREATIVE HEAD

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17/02/2015 15:05

Jason and India Miller

Josh Miller

The story

Charlie Miller has gone from a one-chair wonder to a Scottish super brand – Charlie Miller’s status as a hairdressing legend is well documented – having started out with one chair in 1965, he is now adored industry-wide for his unique vision, and in 2012 was awarded an OBE. With five salons in Edinburgh, a successful hair academy and a sought-after artistic team, the Charlie Miller clan is keeping firmly on its toes. Now, as the brand celebrates its 50th year in business, it’s time for joint managing directors (and Charlie’s sons) Jason and Joshua Miller – along with international artistic and creative director (and Charlie’s daughter-in-law) India Miller – to reveal where they’re heading…

“It’s about looking at the future – we are going to celebrate the 50th year throughout,” explains Josh. “Towards the end of the last year we appointed an advertising agency for the first time. They are helping us articulate who and how we are.”

To do this, the boys and the advertising firm are turning to what the Millers call their ‘value statement’ – a family motto instilled in them by their father. “The values we work to are represented by three words,” Josh says. “Dad taught us those when we were growing up – they reflect the way we work as a business, how we work with each other and how we deal with people. They are: warmth, empathy and genuineness.”

The longevity and consistency of these values is key to the Charlie Miller brand, something the siblings say their ad men were delighted to discover. “During our discussions, they were quietly testing us. It’s all very well saying: ‘this is who we are’, but you might actually behave in a different way. In fact they were really surprised by our consistency.”

Of course, having your team of directors share a surname does help with continuity – but is it easy to keep family life and

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Charlie Miller (centre)

#CharlieMiller

of us PROFILE

here the Miller clan explains why keeping it in the family is the key to success business life separate? “Sometimes people ask: ‘So, you all work together, how is that?’ And normally they have a tone of voice that suggests they would see difficulty in it,” Josh says.

“But even if we weren’t a family, we would still have to treat each other in certain ways to make it work.”

The brothers are conscious running a business with such history behind it brings a specific set of challenges. “What’s most interesting when looking at a family business is how it moves through generations,” Jason reflects. “We are going into a new stage – and so you find yourself thinking about how your story has gone, and how you are going to continue.”

But change at Charlie Miller HQ doesn’t seem to be of a revolutionary nature – instead it is an ongoing process of reinvention and review. “As you open more salons you begin to see the difference between ‘running shops’ and ‘running a

business’. We thought we were starting to get good at that, but when the recession kicked in we realised we weren’t as good as we thought we were,” Josh admits. “We had to look harder and improve all areas of our business – everything from financial aspects to various everyday processes. Because although we are out of recession, there are still less salon visits every year”.

There is no doubt there have been difficulties for creative industries during recent uncertain times. But Charlie Miller has been around for half a century, going through countless societal and economic cycles. Is there a family secret to success?

“It’s helpful to ask: ‘why am I doing this?’” Jason says.

“It gives you focus. Knowing who you are is what allows you to carry on working and being happy – and at the end of the day, you want to be happy about it.”

MAIN STAGE SPEAKERS

27 APRIL 2015

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16/02/2015 11:37

MAN BEHIND AS THE PAUL MITCHELL BRAND CELEBRATES 35 YEARS IN BUSINESS, WE REVEAL THE STORY OF A HAIR REVOLUTIONARY

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CREATIVE HEAD

16/02/2015 11:39

CR EATIV E HE AD PR OM OT ION

IT ALL

WHEN PAUL MITCHELL launched his first product line in 1980 with business partner John Paul DeJoria, did he have any idea he had just started a hair revolution? The four products not only made washing hair quicker for women everywhere, his idea of ‘wash and wear’ hair freed them from roller sets and endless sessions under the hood dryer. This is how it all began…

Paul Mitchell was born Cyril Thomson Mitchell on 27 January 1936 in a cottage near Carnwath in the Scottish Lowlands – his mother was Carnwath’s first hairdresser. Little did she know that her chosen profession would be the catalyst to influence generations of hairstylists around the world.

The family moved to the suburbs of London and Paul began training at the Morris School of Hairdressing in Piccadilly Circus. By the time he was 18 he was winning national and international hair contests – landing him a job in a Park Lane salon, where he changed his name from Cyril to Paul.

The ’60s arrived and Paul was working in New York for his mentor Vidal Sassoon’s Madison Avenue salon, training staff for Vidal’s new US salon network. “He brought out the very best in creativity and talent in the people around him,” enthused Vidal Sassoon. “He had great style. I knew that if Paul worked with us and developed the technique of the cut, he’d take it further.

He had something terribly special. He could inspire people.”

Like his mentor, Paul revolutionised women’s lives by styling hair and developing products that set them free from old routines. The easy care cuts and low maintenance styles that Paul created were perfect for busy, independent and self-confident women who had less time and patience for fussing with rollers. Paul also came up with the idea of no-appointment, inexpensive haircutting. It was an industry first, yet a concept that is now universal. At the time, Paul said: “The future is wash-and-wear hair. I will not be doing the hair of 30 women a day but eight to 10, and I’ll be teaching them how to take their hair home and do it.”

By the 1970s Paul had his own New York salon, Superhair, where it’s said he created the ‘shag’, which embraced the long hair of the hippy movement as well as addressing the changes in lifestyle.

Paul’s career took another turn when he met then Redken district manager John Paul DeJoria in 1971 – he became Paul’s business partner and by 1973, Paul had established the Paul Mitchell Cutting Club; the first of its kind in the US. In 1980, with an investment of just $700 (about £1,300 today) they formed John Paul Mitchell Systems, launching Shampoo One, Shampoo Two, The Conditioner and Hair Sculpting Lotion.

The company now sells products in more than 100 countries and manufactures more than 150 award-winning professional products, including Paul Mitchell, MITCH, Awapuhi Wild Ginger, Tea Tree and Neuro Tools.

This year, Paul Mitchell is celebrating 35 years of helping and inspiring stylists across the globe, while remaining cruelty-free and professional-only.

So celebrate with Paul Mitchell this year and discover what the brand can do for you and your salon.

For more details and for more of the Paul Mitchell story, call 0845 659 0011 or visit paul-mitchell.co.uk

CREATIVE HEAD

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16/02/2015 11:40

Vogetti TempTress

your business? t os bo d an e m ga ns io Want to win the extens strategy Here’s your six-point

THE KIT CAN BE PRICEY, the time out of the salon for training adds up, and many of the services take up a big chunk of a stylist’s column, meaning you charge a big fee that some clients find off-putting. Extensions – for salons and for customers – are a commitment and a serious investment. But for both, they can be truly transformative, and even a bit addictive. No longer is it just the WAGs and TOWIEs of the world flipping their lengths, thanks to innovations in applications and affordability. So now is the time to make extensions work for you. Here is our six-step strategy to a successful extensions business in your salon.

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CREATIVE HEAD

16/02/2015 16:57

Top row: The Boutique Salon and Spa, bottom row: Hooker & Young Zen Hair

YES IT’S A COST, but investing in extensions training is “so worthwhile”, enthuses It List It Guy 2014 winner Richard Phillipart, owner of The Boutique Salon & Spa in Cheshire and an American Dream ambassador.

“Extensions are such a high ticket service that the training is paid for almost from your very first client.”

Return on investment for extensions education can be pretty impressive, according to Jas Sahney, managing director of American Dream. “Training costs from about £250+VAT per course. Thereafter, it is a highly profitable business as hair extension applications tend to be the highest-priced service on any salon menu. They usually require a three to four-week maintenance appointments so this will also increase profitability.”

Education is key – you need to get it right or there can be serious consequences, argues Sally Montague, director at Sally Montague Hair Group. “Each of our stylists attends an extensions course and practises on other staff when they return,” she explains. “We offer an introductory price for stylists who have recently qualified to get them up and running.”

Continued education can also mean new services for your salon, such as lunchtime appointments. “We have just provided our in-salon training programme for realhair in Chelsea, which is now offering the micro ring weft and LA weft technique. This takes application time down to less than an hour, so clients can have hair extensions fitted in their lunch break,” explains Penelope Cheshire, managing director at Beauty Works. “They wanted a super-fast technique to offer their clients and micro rings are versatile and safe, with no glue, no braid and no damage. The realhair staff used our Habia approved in-salon training one-day programme, which covers the micro ring methods, a complete training kit and a dedicated account manager.”

Newly skilled in the ways of extensions? Then take a tip from Remi Cachet educator Abigail Nicholls: “Speculate to accumulate! Offer free applications, only charging for the cost of the hair. Once you are confident with your application and finished look, then you’re ready to start earning from your skills. Your course will soon pay for itself.”

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“WE USE SOCIAL MEDIA to show clients before and after images of the transformation, which proves popular,” says Lesley Charles, franchisee of Hooker & Young Darlington.

“Clients like to see the work to get a better idea of what to expect.”

Social media has had a big effect for Keiran Fleming of Lil K’s in Derby: he shares ‘before and after’ shots to reach thousands of extensions addicts. “It’s a must to get your work seen by thousands,” he states, “and Remi Cachet also shares my work too so all of its followers will see it.”

“We have found social media to be the single most effective way to market our extensions services,” admits Richard Phillipart. “Putting transformation photos on Facebook gets us the most new bookings.”

It also pays to use your salon floor as a shop window “We now have three members of our team who are wearing extensions and this helps to promote the service to existing clients,” says Hooker & Young’s Lesley.

“I believe the best tip for promoting extensions is through visualisation,” agrees Sally Montague. “The majority of the girls in the salon are wearing them so the clients can see the results. We like to create a bit of theatre in the salon when clients are having extensions fitted. The stylist will work on the client in the middle of the salon so everyone can see the different stages in adding or removing extensions. Clients are always intrigued and they like to ask questions.”

CREATIVE HEAD

16/02/2015 16:58

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FOR JAMES HENDERSON, founder of M Hair in Nottingham, extensions became a way of life 25 years ago, when the salon decided to specialise in extensions services – now 100 per cent of clients come in for hair extensions. “I’d say 70 per cent of our turnover is hair extensions. The remaining 30 per cent is made up of smoothing systems, colouring and hair botox.”

Michael Spiegler, owner of Michael Jane in London, has a wealth of experience in the industry and will be the first salon to start with Gold Fever, the new extensions brand from the Gold Family, which originally brought Great Lengths to the UK. “We have tested Gold Fever hair and its new Protein Tips extensively and we believe it will take our hair extension service provided to a whole new level.”

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DUE TO THE VARIETY of services, extensions are no longer out of reach for the everyday client, according to Lesley Charles. “The vast majority of women want not only length but also density and volume, and these can all be achieved with hair extensions.”

This can translate into a real boost for business: “Currently we have three clients a week using our extensions service and this is set to increase,” Lesley adds. “After just a few months, the extension service represents 22 per cent of our turnover to date.”

Sally Montague admits that she has found extensions to be a strong source of revenue in each of her six salons. She adds: “We use Great Lengths and we’re gold standard accredited in all six of our salons, which helps attract clients too.”

In Goldsworthy’s salons, extensions are promoted as a solution to hair problems such as a lack of volume. “Wet products promise a lot, but with extensions we can guarantee 60 per cent more volume in 15 minutes,” says director Steven Goldsworthy, a global ambassador for Balmain Paris Hair Couture.

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Courses:

Cold Fusion Hot Fusion Stick/Mini TipTM Fan Tip Tape Hair 2 Day Certified Courses from

ÂŁ895.00 (Excluding VAT)

In Salon or In Centre Training across the UK Accredited training courses tailored to deliver professional skills to help you provide various hair extension applications to new and existing clients. Our courses are delivered by professional educators that have been qualified in the hair extension industry for many years. Learn valueable skills and knowledge to progress forward in a fast growing industry.

Telephone. 01642 867213 www.remicachet.com

CLIP-INS ARE a fantastic way to introduce clients to extensions, and a brilliant way of boosting retail. “Hair extensions can be hugely profitable but it’s about choosing the right methods and marketing them,” admits Jack Howard at Paul Edmonds in Knightsbridge. “For a transformation in just 30 minutes, I use Beauty Works Deluxe Clip-in Hair Extensions. You can be working with a 30 to 50 per cent profit margin depending on what hair extensions you offer just by simply reselling the hair.”

Of course, if your client has spent on extensions, they’re going to need the right tools and aftercare. “We’ve been using the Unite range for more than a year now,” says Inanch Emir. “The colour-safe and sulphate-free ingredients help prolong the life of extensions and add shine.”

NEW INNOVATIONS can excite clients and stylists alike, and with some boasting serious reductions in application times, it helps everyone dip a toe in the water. For example, TempTress by Vogetti offers a tape system that allows stylists to add volume or additions of colour with high-grade hair, for a one or two wash look. These can be re-used, re-taped and re-applied up to three times.

Perhaps the most famous extensions specialist currently, Inanch Emir, decided to launch her own brand of extensions called Gold Class and was concerned that it might be tricky to convert clients, but 90 per cent are now using them, with the team averaging 50 sets a week.

Another new brand on the market is Gold Fever, which has just unveiled highly ethical and traceable Indian Ritual Hair that uses innovative protein tips designed to make application safer and quicker. The tips are symmetrical on both sides of the strand, allowing both vertical and horizontal trimming of the tip like never before. Put simply, this means bespoke strands and greater creativity for you and your client, which is bound to impress. And coming from the Gold family, there’s a history of hair extensions experience to also tap into.

Innovations for the nation’s salons Gold Fever uses only the finest Indian Ritual Hair and has unveiled its groundbreaking protein tips that are symmetrical across the strand, so you can trim like never before.

CONTACT: info@goldfever.com goldfever.com American Dream Iconic Tape-in Extensions are made from 100 per cent remi human hair, offering instant length with a ready-to-wear semipermanent adhesive that lasts up to eight weeks.

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A List from Hairaisers is a line of double-drawn human hair extensions available individually pre-bonded or as wefts.

CONTACT 020 8965 2500 hairaisersshop.com

New to the UK, Zen Hair is a luxury line-up of three ranges that use 100 per cent virgin hair and U-Tip, I-Tip and tape extensions application systems.

CONTACT: 01708 376 482 zenhair.co

With Remi Cachet’s new Fan Tips, paper-thin bonds lie flat against the scalp with a perfect hair distribution to give a more natural effect.

CONTACT: 01642 867312 remicachet.com Poppy Delevingne’s on-call colourist, Jack Howard, has created instant balayage extensions with Beauty Works, available in five shades and made of 100 per cent Remy human hair.

CONTACT: 0843 289 5198 beautyworksonline.com CREATIVE HEAD

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C ELE BR ITY R E M Y H A IR BY CE LEB RI TY YEH AI R HRE A I RM AIS RS

EXCLUSIVE NEW RELEASE • EXCLUSIVE NEW RELEASE • EXCLUSIVE NEW RELEASE

Our A-List hair is 100% Remy, double drawn human hair extensions and are of the highest quality, boasting the most luxurious silky and shiny hair. Perfect for those who require thicker, fuller and longer hair.

• Luxurious 100% Remy human hair • 120 grams of hair • Ultra thick, double drawn premium grade • Available as both weft and pre-tipped hair extensions • Available in several lengths & natural shades

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For more call 0208 965 2500 visit www.hairaisersshop.com

E R

facebook.com/hairaisers.london @hairaisers

15/01/2015 17:17

THE COLOR ZOOM CHALLENGE OPENS FOR ENTRIES! Fancy a jaunt to the Bright Light City? Enter the Goldwell Color Zoom Challenge and you could find yourself on a stage in front of thousands at Global Zoom in Las Vegas, competing for a spot on the Color Zoom Creative Team where you would be given the opportunity to help create the next Color Zoom Hair Fashion Collection. To be in with a chance, demonstrate your own interpretation of Goldwell’s current collection, Traditional Rebels, take a photograph and send it in with your entry by 31 May.

Find out more at colorzoom.com

S IN AL SI O D N ER

JOIN Goldwell at Global Zoom in Las Vegas! Even if you’re not taking part, you can still join in on all the fun.

For more details, visit colorzoom.com

In the know

Keep up-to-date on all the latest happenings from Goldwell and KMS California

GOLDWELL & KMS CALIFORNIA BACK SALON SMART 2015 Goldwell and KMS California are sponsoring Salon Smart – Creative HEAD’s annual business networking event – for another year, making it the ninth year that the brands have been headline sponsors at this event. Taking place between 26 and 27 April, the president of Goldwell and KMS California in the UK and Ireland, Nick Wood, is opening the second day of the event.

To book tickets, call 01434 610944

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THE WHOLE PACKAGE

Male hair trends are here to stay. Nowadays, men want the whole package – a good cut, a relaxing experience and the products to keep their hair looking good, which is why Goldwell has created a complete new service collection for men. The new men’s offering includes colour services, retail support, education and marketing to help grow your male clientele. So don’t give them ‘just a haircut’ when they next come in, offer something from Goldwell’s service menu, such as the Surflights service, which gives your client’s hair a touch of natural light. And make sure they go home with the right products from Goldwell’s Dualsenses Men range, featuring the new Anti-Dandruff Shampoo and the new Dry Styling Wax.

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Onwards and upwards Following on from the brand’s redesign last year, Goldwell continues to grow with the creation of two new services GOLDWELL REAFFIRMED its position as the trusted salon-only partner that not only understands a stylist’s needs but also thinks like them when it underwent a massive global rebrand last September. That redesign was supported by beautiful, editorial imagery and the brand revealed its new philosophy: ‘We Think Stylist’. This sentiment is at the very heart of Goldwell’s offering as it promises that everything it does enables the stylist to grow their business and creative artistry.

More than six months after Goldwell’s rebrand and its ‘We Think Stylist’ philosophy has led to the launch of two new client-led services: the Elumen Gloss Service and the Elumen Intensity Service. The Elumen Gloss Service is designed for clients who want to add a subtle change and super shine to their existing hair colour, while the Elumen Intensity Service intensifies colour without changing it.

Turn over to discover how these services could take your colour business to a whole new level…

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adds Elumen per up to 37 re shine o m t n e c with an d e r a p com e toner* intensiv

MAKE YOUR CLIENTS’ HAIR SHINE… The Elumen Gloss Service is designed for clients who want to add a subtle change and superior shine to their existing hair colour

Which one works Gloss and intensify your clients’ hair with the new Elumen services – quick, beautifying services that are perfect for all clients

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The Elumen Intensity Service intensifies your clients’ colour without changing it

Elumen provides up to 76 per cent more colour intensity compared with oxidative permanent hair colours**

For colour that goes on and on…

Formulated for the needs of Elumen-coloured hair, Elumen Wash, Elumen Care and Elumen Treat are perfect for maintaining the stunning results of the Elumen services.

* Measured on NG@6 and compared with demi-permanent hair colours by leading salon-exclusive competitor ** Based on a Chroma measurement on level 10 hair and compared with conventional oxidative colours by leading salon-exclusive competitors.

S IN AL SI O D N ER …OR INTENSIFY THEIR COLOUR

for your client?

To find out more, visit goldwell.com, speak to your Goldwell consultant or call 01323 423 2100

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“The way the programme’s taught gives me a lot of inspiration and confidence.

Nothing in colouring phases me at all now” LARA WALLIS, STYLIST AT GERRARDS HAIRDRESSING IN GRANTHAM, A MASTER COLORIST COLOR ARTIST

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S IN AL SI O D N ER

Gain global recognition Goldwell’s Master Colorist education programme grows your colour business and is recognised the world over – so wherever you go, you’re a master

THERE’S SOMETHING ABOUT the title ‘Master Colorist’ that just sounds right. It has a certain ring to it, don’t you think? If you or your stylists fancy becoming a Master Colorist then join Goldwell’s Master Colorist education programme now. It promises to:

FIRST SEGMENT: Color Technician, covering the service cycle and standards mastery.

SECOND SEGMENT: Color Designer, covering techniques and service mastery.

• Help grow your colour business.

• Elevate the confidence and profile of your Goldwell stylists.

• Keep your team engaged, motivated and inspired.

THIRD SEGMENT: Color Specialist, covering colour transition mastery.

FOURTH SEGMENT: Color Artist, covering trends and inspiration mastery.

• Demonstrate to your clients that your team is made of certified experts.

The interactive seminars take you on a journey through the art and service of hair colour, covering everything from colour itself to building on your creativity and developing your skills in every area, such as communication, service, technique and artistry.

Every segment you complete elevates your status as a Goldwell Master Colorist. After you complete your first segment of the programme, you automatically achieve Master Colorist certification. Continue with additional segments and you will increase your standing. If you complete two segments, you’re awarded the Master Colorist Sapphire, three is Master Colorist Emerald and four is Master Colorist Ruby. So get inspired, get energised and get started!

NEW!

ACE (Academy Color Experience) by Goldwell takes Master Colorists out of the Academy London and into a region near you. This year, ACE is focusing on the foundation level of Master Colorist – Colour Technician. Dates are now available in Glasgow, Manchester, Cardiff, Exeter and Birmingham.

Want to know more about the Master Colorist Programme? Go to goldwell.com, speak to your Goldwell consultant or call the Academy London on 020 3540 1200.

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No ordinary world

Take inspiration from the space between imagination and reality with Umbra, the S/S15 collection from Sassoon Professional PHOTOGRAPHY BY STEVEN PAN

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SEE MORE from this shoot online now! Visit creativeheadmag.com

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HAIR Sassoon Professional International Creative Team. MAKE-UP Violette at Management & Artists.

STYLING Cathy Edwards at Streeters. PHOTOGRAPHY Steven Pan at Management & Artists

OF LATEST INCARNATION E TH , LA EL H AC O C S FROM THE STREET TO OFESSIONAL CAPTURE PR PF O ZK AR W H SC OM ESSENTIAL LOOKS FR GIRLS DAY’S STYLE-SAVVY TO F O S IE M TO O H IC D THE T

BY SIMON EMMET PHOTOGRAPHY

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ITIC BOHEMIAN DAYS HIPPI GLAM PAYS HOMAGE TO HEDONS , STYLISH TWIST ERN MOD OF THE ’70S, UPDATED WITH A

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PEARLESCENT GIRLS ARE INSPIRED DIRECTLY BY STREET FASHION FOR A LOOK THAT’S ECLECTIC AND ORIGINAL

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UP ROK CHIK IS A MORE REFINED, GROWNT’S AND GLOSSY LOOK THA PROVOCATIVE AND DARING

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HAIR Schwarzkopf Professional global ambassadors Tyler Johnson and Lesley Jennison, with regional ambassadors Damian Carney (US) and Rossa Jurenas (Canada). Assisted by Liv Holst and Anne Henrichsen. CREATIVE DIRECTION Steve Hogan.

MAKE-UP Loni Baur. Assisted by Caroline Torbahn. STYLING Lucy Manning. Assisted by Helen Searle.

INTERNATIONAL CREATIVE DIRECTOR Simon Ellis

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WHITE HEAT COLOUR, FORM AND MOVEMENT IN PERFECT UNION FROM THE KH HAIR ART TEAM PHOTOGRAPHY BY JACK EAMES

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SEE MORE from this shoot online at creativeheadmag.com

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HAIR The KH Hair Art Team – Helen Stilwell, Traci Holmes, Martin Quenault, Jessica Neil, Bronte Wooding, Louise Pacey and Analize Hobbs. MAKE-UP Maddie Austin. STYLING Clare Frith

LAST WORD

IT’S NOT JUST ABOUT SELFIES

A MARKETING SPECIALIST TURNED EVENT DIRECTOR, LAURA CAUDERY EXPLAINS WHY SOCIAL MEDIA SHOULD BE CENTRAL TO CUSTOMER SERVICE WHEN I WAS LAUNCHING Fetcham Park as a wedding venue, it was with little – in fact no – budget for PR or advertising, so I quickly realised that social media would be the best way to communicate with suppliers, colleagues and perhaps most importantly, customers.

Customer service is all about looking after your clients before, during and after. And that’s precisely why social media is the perfect platform for service businesses like ours: it allows you to do it in real-time, which is increasingly what consumers want and expect. Gone are the days when you’d receive a letter of complaint and have time to formulate a reply: it takes mere moments for opinions to be aired, noted and shared, meaning that a brand’s reputation can be tarnished by a single tweet.

News of bad customer service reaches more than twice as many ears as praise for good service, so it’s important to remember that social media isn’t just for fun. It’s actually a powerful tool in building, maintaining and, if necessary, defending your brand.

If a customer takes to Twitter, Facebook or Instagram, it’s important to remember there’s a reason why. Most of the time it’s not just to moan it’s because they want an answer or an apology.

Which is why in an online age, customer service doesn’t just operate 9am to 5pm, Monday to Friday. Most customers choose to shop small because they recognise businesses like ours can deliver a greater level of customer service: it’s important to remember that you must deliver that service online as well as in the salon.

Social media has become the frontline of customer service and nipping negativity in the bud is what PR professionals have been paid to do for years. Now any business with a social media account has to take social media seriously and learn how to be their own PR. Good or bad, social media is a key component in ensuring the very best experience for our customers and we must never lose sight of the fact that it’s a two-way conversation.

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Laura Caudery is director of award-winning wedding and events venue Fetcham Park @mrscaudery @fetchampark

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Quote CREATIVE HEAD to receive ÂŁ25 OFF YOUR MEMBERSHIP before 31st March 2015 *terms and conditions apply

To find out why it pays to join the NHF Call us on: 01234 831965 or email us: enquiries@nhf.info www.nhf.info

GROW YOUR COLOUR BUSINESS UP TO 10%* INTRODUCING NEW

COLOUR SERVICES • Bespoke business consultation from our experts on the best way to grow your colour business • Wella‘s most exquisite, luxurious & innovative hair colour products enabling you to create the most desirable looks for your clients • Innovative training programme to help elevate your stylists to the next level of Colour consultation & service FOR MORE INFORMATION, CONTACT YOUR WELLA PROFESSIONALS ACCOUNT MANAGER OR CALL 01202 595700 *Based on charging minimum £5-£10 more per Colour service. Based on 50% or more of customers using this service. Specific business case over 6 week period. For specific details on the business uplift for your salon please talk to your Wella Account Manager

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10/02/2015 14:15