Creative HEAD March 2021 by Alfol Publishing

£4.50 MARCH 2021

In print•online•everywhere everywhere!

MARCH 2021 CREATIVEHEADMAG.COM

! p U h Br us e h t e g a y a l a Make b r u o y h g u o br eakthr s d e e n s s e n colour busi

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Tur ning

*Salon Behaviour Tracker 2CV Wave 2: April 2020 Survey: 1,017 women across the UK, aged 16 to 75

at Now is the time to showcase wh about your client s most appr eciateta nt you – Your ar tistic eye‚ Your le of for tones‚ Your under standingur their needs. Wow them with yoe pr ofessional expertise and th liver incr edible result s you can de ris with L’Oréal Pr ofessionnel Pa Fr ench Balayage

WOMEN WANT BALAYAGE. It’s as simple as that. The trend has accelerated in recent years, with the technique on so many clients’ lips as they take a seat in the chair. Balayage appears in the top searches for ‘hair colour’ on both Google and Pinterest, confirming the experience of hairdressers up and down the country. The movement is driven by a desire for a subtle yet uplifting finish, with nearly three-quarters of women (71 per cent) agreeing that they prefer a natural-looking colour result.* Luminous, flattering colour results are sought-after by many clients, with women seeking out balayage regardless of their age or style. With the flexibility and personal touch of a balayage service, there’s something for everyone. It’s also a perfect stepping-stone for non-colour clients – the desire to keep hair natural-looking is the second most popular reason why clients shy away from colour services.* The beauty of balayage is that it can be dialled up or down, from subtle face-framing to a dramatic transformation. Turn this aversion on its head, and balayage becomes a great recruitment tool for the colour-cautious clients who dread high upkeep and obvious roots. While you may worry how this balayage boom will affect your clients’ frequency of visit, L’Oréal Professionnel Paris is here to let you know that harnessing this drive can see your returns rocketing. That’s because balayage is the ultimate professional service – and the client knows it. Clients who may be tempted to touch-up their hair at home but would never dream of trying to imitate the intricate painting of a professional balayage service. L’Oréal Professionnel Paris has captured this attention, analysed client behaviours, and curated the ideal Balayage Blueprint for salons and colourists to follow. Turn this trend into a winning technique that’s suitable for all clients and celebrates the artistry of the professional.

is Fr ench Bal ayage … Introducing L’Oréal Professionnel Par

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CR EATIV E HE AD AD VE RT OR IAL

heads

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Un, deux, moi!

Fr ench Balayage is the solution to turning a booming tr end in to a burgeoning salon technique – and all it takes is two simple st eps…

FRENCH BALAYAGE IS MUCH MORE THAN JUST A COLOUR TECHNIQUE. IT’S THE BEGINNING OF A JOURNEY FOR YOUR CLIENTS, TO HELP EVOLVE AND MAINTAIN THE ELEGANCE OF THEIR BALAYAGE LOOK AND DRIVE REBOOKING. HERE’S HOW…

NEW

Step one: Let there be light

L’Oréal Professionnel Paris’s lightening portfolio has gained a new member. Meet the new Blond Studio Lightening Clay Powder, formulated to give you up to seven levels of lift. You want all of your focus to be on personalising and perfecting the placement of the colour when dealing with a balayage client. But to do that, you need a product you can rely on for a controlled, steady level of lift, which can be wielded to produce ultra-subtle or brighter results. The Clay Powder formula has been specially formulated to make application a breeze, and there’s little drip or transfer as you work your magic. It’s the dream product for both nervous newbies and veteran colourists. It’s also a great product to show to those clients who fear damage and might be against the idea of lightening, as it contains no ammonia, requires no heat and no foils. It is 19 per cent pure clay, for a predictable and gentle lift.

“I absolutely love painting with this product! It goes onto the hair without seeping through to sections underneath, giving the balayage seamless and perfect results. With up to seven levels of lift you will get beautiful blonde results on natural hair. I love the fact it has no ammonia, most of my clients expect this these days, and the integrity of the hair is vital.” Nancy Stripe

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YOUR APPROACH TO A FRENCH BALAYAGE SERVICE IS EVERYTHING. CREATE A CUSTOM JOURNEY FOR CLIENTS TO HELP THEM UNDERSTAND THE NEED FOR FREQUENT CARE, COLOUR AND SERVICES TO KEEP IT PRISTINE.

Step two: Cool and collected

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Serving looks This fan-favourite formula is the ideal pairing for ultra-natural balayage results. Dia Light’s acid-gel cream technology works brilliantly with the new Clay Powder to enhance and neutralise lightened hair for that chic French finish. Dia Light shades span from Warm Beige to Cool Ash and everything in between, with shades to suit all hair tones.

Grace Dalgleish, Brooks & Brooks

“This is my go-to product for toning. Its ease of application and glasslike shine gives me confidence the tone will remain true. My favourites are 9.13+7.8, this gives me a soft neutralisation with a natural mocha, not too ash or flat.” Paul Dennison, Ken Picton

“I love mixing Dia Light shades to create bespoke results for clients, and with such a vast array of toners to choose from there’s never a dull time toning! For a summer glow I always add a cheeky dash of .34 or .23 for a bronze/rose sheen.” Katie Hale, Charles Worthington

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Siobhan Jones @shivvvey

“Toning is no longer just for the backwash – it’s a bespoke service and much more. My go-to formulas this season are 10.13+10.02, 9.21+9.03 and 8.01+8.23. These reflect tones create a beautiful neutral result, think creams, beige and taupes.”

Appointment one: French Balayage

A thorough consultation with the client, explaining expectations, upkeep and the journey ahead. Lighten with Blond Studio, and tone to preference with Dia Light. TOP TIP Use the Style My Hair Pro app for virtual consultations.

Appointment two: Top-up and Tone

This is your check-in, where you re-affirm your pro appeal and keep the brassy tones at bay. TOP TIP “This is all about placement. It takes minimal time but makes a huge difference to the guest,” says Nancy Stripe.

Appointment three: Required Refresh

The balayage will have softened. Suggest a service such as Face Framing for a quick update. TOP TIP Add these refresh services to your service menu to boost rebookings.

Appointment four: Begin Again

The client returns for a full French Balayage service, with hair prepped and in excellent condition.

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Let their s e i t i l a n o s r e p

shine thr ough t the You’ ve got the tools, you’ ve goni fi tely timeline – and you have an inow se cust omisable technique. Sh ca ow your skills to let clien ts knal balayage can be for them, formsl of their hair needs and dr ea

THE BEAUTY OF BALAYAGE IS THAT IT IS A HIGHLY PERSONALISED SERVICE. WHILE YOU CAN BREAK THE PROCESS DOWN INTO FAIRLY EASY SEGMENTS, IT’S ALL ABOUT CULTIVATING THAT ARTISTIC EYE FOR PLACEMENT, COLOUR AND FEEL. WHETHER YOU HAVE A FIRST-TIME COLOUR CLIENT OR SOMEONE READY TO GO BIG AND BOLD ON A NEW LOOK, WITH A FEW EASY TWEAKS YOU CAN DIAL THE LOOK UP OR DOWN.

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UNDERCOAT Natural base 4, red undercoat. STEP 1 Lighten with Blond Studio Lightening Clay Powder + 40 volume L’Oréal Professionnel Paris Developer. Apply the Clay Powder to lighten sections evenly around the head. Develop for 30 to 50 minutes, depending on desired results. STEP 2 Neutralise and gloss with Dia Light 8.21 + 9 volume Dia Activateur. Apply Dia Light 8.21 to the whole head to give a cool multi-tonal result. Develop for up to 10 minutes.

t n e i l C y h S e Th STEP 3 Style as desired.

THE DIAGNOSI

S SHE’S HEARD ABOUT BALAYA GE BUT ISN’T SURE OF WHAT IT ENTAILS AND IS NE RVOUS ABOUT A BRAND-NEW LO OK. SHE WANTS A FIRST BALAYA ILLUMINATE HER GE TO HAIR, BUT IS AFRA ID OF DAMAGE AN D TOO MUCH CONTRA ST AGAINST HER NATURAL BASE THE SOLUTION

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SOFT TRANSFORM

ATION

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UNDERCOAT Natural base 5, red/orange undercoat.

The Glam Clien t

LLY EXPRESSING THE DIAGNOSIS BALAYAGE IS ABOUT VISUA IT’S A CRUCIAL HER FEMININIT Y WITH HER LONGER LENGTHS. SO SHE’S PART OF HER GLAMOROUS PERSONALITY, NOT FAKE – OBSESSED WITH THE FINISH – SOPHISTICATED WHILE STILL KEEPING HER HAIR STRONG

STEP 1 Lighten with Blond Studio Multi-Techniques 8 Bonder Inside + 30 volume L’Oréal Professionnel Paris Developer. Apply Blond Studio MT8 Bonder Inside Powder using a faceframing technique around the front, then a feathered application technique under the parting. Develop for 30 to 50 minutes, depending on desired result. STEP 2 Neutralise and gloss with Dia Light 9.13 + 10.23 + 6 volume Dia Activateur. Apply Dia Light 9.13 at the root to and Dia Light 10.23 to the mid-lengths. Develop for up to 10 minutes. STEP 3 Style as desired.

THE SOLUTION MEDIUM TRANSFORMATION

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UNDERCOAT Natural base 4, red undercoat. STEP 1 Lighten with Blond Studio 9 Levels + 30 volume Blond Studio Oil Developer. Globally apply Blond Studio 9 Levels using an enclosed lightening technique. Develop for 30 to 50 minutes, depending on desired result. STEP 2 Neutralise and gloss with Dia Light 9.21 + 10.21 + 9 volume Dia Activateur. Apply Dia Light 9.21 at the roots and 10.21 at the mid-lengths. Develop for up to 10 minutes. STEP 3 Style as desired.

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THE DIAG N

OSIS SHE IS BOLD A N D U NA P THE BLON OLOGETIC DE LOOK . IS FEARLES UNCOMP S , AN D S H ROMISING E IS BETWEEN THE PRISTI SHE IS TRY NE BLOND ING TO RE E ACH AND THE EYE-C SHINE OF ATCHING HER HAIR TO FEEL PO WERFUL THE SOLU TION EXTR EME TRAN SFORMATI ON

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Access all ar eas y to mast er ing Education and expl or ation ar ee ke just star ting out this technique. Whether you ar develop your skills with balayage or ar e lookingsto n for you further , L’Oréal Access ha a solutio

TO ANTICIPATE THE NEEDS of every client who comes through your door, you need the support of a brand that understands what you’re going through. L’Oréal Professionnel Paris has always championed The Professional Difference with hair, and its education initiatives help embolden and uplift colourists of all levels. Build your balayage skills with the help of L’Oréal Access for the ideal French Balayage service – which begins from the moment the client takes their seat. To achieve the perfect French Balayage service, the consultation, management of clients’ expectations and knowledge of techniques is crucial to correctly choose the right look for each person. Access has e-learning modules on Colour Keys, Blonde

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Studio Essentials and Undercoats and Neutralisation, all of which can be accessed for free from any device, 24/7. Once you’ve done your prep, there are practical e-learning seminars for you to purchase and paint along with, including Getting Started with Balayage and Getting Started with Toning. Once you’ve got the basics down, it’s time to build that confidence and upskill further. Dive into the Access e-learning seminars on Balayage Blueprint Foundation and French Balayage Application, coming in April 2021. Before you know it you’ll be wielding your brush with utmost confidence, wowing clients with your abilities.

17/02/2021 14:13

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hot seat Siobhan Jones @shivvvey

We spoke to Siobhan Jones, creative balayage artist and educator for L’Oréal Professionnel Paris, about how balayage has grown in demand, how salons can turn this into a massive positive for business, and her involvement in the creation of Balayage Blueprint. Q: What does French Balayage mean to you? A: French Balayage is a new colour philosophy that can be adapted and altered for all clients and all hair textures. The new concept focuses not only on natural, seamless and beautifully-blended colour results that can only be achieved by the professional, but tailored applications that can be altered and adapted at each visit. This helps a client to maintain their look for longer and encourages client loyalty. A truly unique approach to balayage, it allows us to be part of our clients’ colour journeys for longer. Q: How have you seen the demand for balayage change over the past few years? – we go into detail about them all. And we don’t A: It’s really exciting because balayage has become forget the consultation as that’s where the magic one of the most popular techniques for consumers, happens, where you get the information that you and hairdressers as well. What’s been great is that need. We go into a lot of detail on that, giving the there’s been lots of education colourist the opportunity to online. And not just here – use the consultation tools for across the world you can see themselves on Access. They’re lots of techniques online and like little tests that you can do through social media. But it’s to see if you’ve taken it all in not very specific education; when someone’s asking you for a lot of the time when I speak something. Then the tools give Siobhan Jones to colourists they say, ‘I have you a breakdown of what you watched this video and should do, and how you should basically just had to copy it’. They’re not necessarily do it. It’s a one-stop shop for your balayage education any wiser about when, or why, to use the technique. in regard to technique, placement and consultation.

“Balayage Blueprint is a one-stop shop for your balayage education”

Q: Tell us about the Balayage Blueprint you have helped develop with L’Oréal Professionnel Paris. A: It’s an education format where we go through a variety of balayage techniques and explain when to use them. Covering hair textures, hair length, different hair colours, and achieving different effects as well

ALWAYS EDUCATE YOURSELF. Knowledge is power and Balayage is one of those services that has had numerous adaptations. The catalogue of techniques is also continuing to grow. It is never safe to say that you know all about Balayage. Why not visit Balayage Blueprint to expand your colour knowledge?

Discover how L’Oréal Professionnel Paris French Balayage can revolutionise your colour menu and keep clients returning regularly with the Balayage Blueprint education. Partner with L’Oréal Professionnel Paris for the support you need to grow your balayage business and colour education. Its personalised partnerships are designed to help you upskill, keep developing and stay inspired. See first-hand what French Balayage can do for your business, visit lorealprofessionnel.co.uk or lorealaccess.com. Or call 0800 030 4034 for more information

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#PoweredByBaByliss #StyledByYou

Editor’s letter

Lve58 LIVE STREAM FORMAT • ONLINE & ON DEMAND • SUNDAY 23 MAY

JOIN US!

Kicking off the month is our I DREAD DOING THE difficult things – the conversation with a second Salon Smart HUB colleague about that piece of work that was lacking, the persistent content drop featuring a Pricing, follow-ups with potential creative partners who promised Productivity & Profit webinar something and then just ghosted me. I’ll write them on my to-do on 3 March, advice-packed list, and then ensure I work through EVERYTHING else on that list podcast and lots more. until I just don’t have time for those tough, gristly tasks. But those are Not signed up? See page the challenges that should take precedence, that will have the greatest 56. And talking of brilliant impact. And during a difficult time, such as we’re experiencing now, business content, we’ll it’s absolutely non-negotiable that we tackle the tough stuff, for the sake also be hosting our second of survival. That’s why I’ve reached out to industry experts, salon owners and Salon Smart Live event in business leaders to get the skinny on just how to do those difficult things. Because if May, a day of debates and 2020 taught us anything, it’s that we’re all capable of impressive resilience (and we workshops, see page 58. have some tips on how to strengthen that even further). It’s that arm flex emoji Mark 21 March in your diary in action; it won’t be easy, but it will be worth it. Keep an eye on the completely for the next SELF/STYLED free Salon Smart HUB for practical help – see page 56. And I’d love you Sunday featuring a multitude of to share your stories of any tough tasks you’ve completed that have masterclasses. Oh, and one last made a difference – please email me or tag @creativeheadmag. thing… it’s finally here – the Most Deep breath, you’ve got this… Wanted and The It List 2020 Grand Final! On 29 March we’ll be crowning our champs via a live Amanda Nottage broadcast with starry guests and Editor surprises, see page 52 for more… creativeheadmag.com/events

amanda@alfol.co.uk

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18/02/2021 15:41

EW N

DEFYDAMAGE SLEEPOVER

RMU A L

WAKE UP TO DREAM HAIR N O-RINS

DEFYDAMAGE SLEEPOVER Overnight Nourishing Treatment

Rise and shine with our new bedtime bond-strengthener that delivers softer, shinier hair by morning. • Nourishes hair and strengthens bonds while you sleep • Leave-in, no-rinse formula—just wake up and glow! • Reduces the appearance of split ends* • Protects against pollution**

#defydamage

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*Against combing breakage on damaged hair vs. a non-conditioning shampoo **Laboratory tested using pollution particlesbreakage on damaged hair vs. a non conditioning shampoo

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03/02/2021 12:30

March WHAT’S INSIDE 62

ON THE COVER L’Oréal Professionnel Paris

ARE YOU TOUGH ENOUGH?

SLIDE AWAY

Session favourite Andy Smith takes a fresh look at accessorising hair

For your business to survive you need to tackle the tough stuff – and our experts can help

E FREE INSID

RISING STAR

Shannon Currie at SliderCuts reveals the incredible opportunities she’s had in the world of barbering

EDITOR

DIGITAL DESIGNER

DEPUTY EDITOR

ONLINE AND DIGITAL ASSISTANT

AMANDA NOTTAGE DEBORAH MURTHA

ART DIRECTOR

NICK JABBAL

CHIEF SUB EDITOR ADAM WOOD

EVA VESTMANN

KELSEY DRING

ONLINE AND DIGITAL EDITOR

ALISON ROWLEY

COMMERCIAL DIRECTOR LAURA TUCKER

creativeheadmag.com

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CREATIVE PARTNERSHIPS ASSISTANT NATASHA PEARS

CREATIVE PARTNERSHIPS MANAGER JENNY BROOKS

CREATIVE PARTNERSHIPS DIRECTOR JOANNA ANDERSEN

PUBLISHER

CATHERINE HANDCOCK

creativeheadmagofficial

Creative HEAD is printed on paper certiﬁed as being from sustainable sources using only vegetable-based inks. Printed by Buxton Press, Environmental Printer of the Year and Printing Company of the Year. WRITE TO US AT: Creative HEAD, Alfol Ltd, PO Box 289, Hexham, NE46 9HJ 01434 610416 enquiries@alfol.co.uk

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

18/02/2021 16:42

HARP Elegantly styled, delicately poised yet extremely durable

www.takarahairdressing.co.uk

A REPORT FROM the NHBF has revealed that salons suffered a 45 per cent loss of turnover and an average cash loss of £17,000 in the past year, due to the pandemic. The study, Hair, Beauty and the Pandemic: An Industry at the Sharp End, found salon capacity at 70 per cent of pre-pandemic levels and that, without further support, most salons expect to survive only two to three months (from January) if lockdown continues. The impact of Covid-19 on business vulnerability and the potential for mitigating measures was the aim of the NHBF’s report, which also found hair and beauty one of the worst-affected UK business sectors after suffering more than 140 days of lockdown in 2020. It added that 60 per cent of businesses entered 2021 with no cash reserves (up from 27 per cent in 2019), illustrating that many businesses in the sector are “acutely vulnerable to failure” in the next 12 months. Commissioned from Pragmatix Advisory by the NHBF, the report also outlined urgent measures required to aid the industry. Richard Lambert, chief executive of the NHBF, said: “The Personal Care sector is calling for a specific grant to support businesses through its immediate cash flow crisis, in line with similar funds that have been afforded to many other sectors, including the arts, hospitality and leisure.” He added: “The bigger businesses have been hit hardest and are now most vulnerable to failure. A targeted VAT cut to five per cent would allow them to re-build, invest in staff and apprentices, and once again be the heart of their communities.”

MOST WANTED AND THE IT LIST GO LIVE –

Tom Allen Anthony Turner

REPORT: PANDEMIC HITS HAIR SECTOR HARD

Paula McCash winning the first Most Wanted Independent Stylist, 2019

THE NEWS AND KNOW-HOW FROM YOUR INDUSTRY

AND IT’S FREE TO SIGN UP! THE MOST WANTED and The It List Awards 2020 Grand Final will be an allnew and free live-streaming programme of content taking place on 29 March at 7.30pm, having been delayed due to the Covid-19 pandemic. The broadcast will star none other than comedy favourite Tom Allen as the host with the most, and feature exclusive live performances, behindthe-scenes action, special guest Anthony Turner and the crowning of the talented Most Wanted and The It List champions of 2020 from the legendary Printworks venue in London. There will be no catch-up availability, so miss it – miss out! The broadcast requires an exclusive code to watch – visit the Events page of the Creative HEAD website and follow the links to sign up and tune in – for FREE! Visit creativeheadmag.com/events to sign up now

Clients are increasingly seeking an experience that goes beyond just hair. The new Authentic Beauty Concept Eau de Toilette for skin and hair has been designed to evoke memories of the salon experience; think fresh linen, white flowers and powdery violet notes. authenticbeautyconcept.com

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18/02/2021 16:14

Jack Baxter

#CHedit MY month

AHEAD

What March has in store for... SARAH ROSS

SAKS HAIR GUISBOROUGH

It List finalist among new Redken Advocates Influential Scottish colourist and The It List finalist Jack Baxter has been picked by Redken to join its new collective of artists. The Advocate Network will engage online by sharing new trends, techniques, social expertise and education through pro-to-pro advocacy, with the help of the Redken team. The line-up includes Samantha Cusick, Tia Lambourn, Conor James Doyle, Emily Mander, Harriet Muldoon, Lucy Kew, Vicki Hoskin and Claire Martin, alongside Jack.

£7.2

THE INDUSTRY COLLABORATES FOR NATIONAL CAREERS WEEK Education initiative THE INDUSTRY has teamed up with National Careers Week to host a stand at its 2021 Virtual Careers Fair (1 to 6 March), showcasing the extensive opportunities within the hairdressing industry. Calling on industry names including Sophia Hilton, Mark Maciver aka SliderCuts, Lisa Farrall, Harriet Stokes, Adam Reed, Subrina Kidd, Jody Taylor, Linton & Mac, Thomas Frear, and the Hershesons team, the aim is to dispel the myths surrounding a career in hair. Visit the-industry.co.uk @theindustrysquad

billion

Timely saves salons £375k Timely has calculated that it actively helped its clients to save £375,000 during the pandemic, through various efforts to support the hairdressing industry. The salon software company cut prices by 30 per cent for all customers who wished to use its systems during lockdown for online consultations. Gift vouchers and payment holidays were also offered to support salons, the cost of which Timely will not be asking to be recouped. Sarah Flutey, head of marketing at Timely, said: “We have had an abundance of amazing feedback from the community regarding our support.”

WELLA TRENDVISION AWARD

Dionne Smith

The amount spent by UK consumers supporting local independent businesses in 2020,* new data from Tyl by NatWest reveals. The survey, which explored pandemic purchasing habits and the motivations behind them, had beauty services landing in the top 10 of businesses receiving consumer support. *‘Supporting’ deﬁned as “shopped at, paid for services or bought from”

Team motivation is key, so we’re doing a lockdown challenge for our charity partner. Our hair and beauty teams are walking and running 500 miles to raise funds for The Eve Appeal. Sharing progress on social media is a great way to stay connected with clients, while contributing to the cause.

MURRAY MCRAE STAG BARBER CO.

I’m renovating my new salon in Edinburgh, creating a better working space for us as well as a wellbeing zone for clients to have some time out. It’s very ’70s inspired, with shag fur walls! The team and I are looking forward to the Most Wanted and The It List Awards as we are nominated for Best Local Salon. Fingers crossed!

MOVERS AND SHAKERS

FREE TEXTURE TRAINING FOR HAIR STUDENTS

Helen Sinacola is the new commercial operations director for UK & Ireland at Wella Professionals.

Celebrity hair stylist Dionne Smith is leading a series of live online sessions for apprentices and hair colleges as part of Cantu Beauty’s new Textured Hair Pro-Training Initiative. It aims to highlight the inequalities faced by Black and Mixed-Heritage communities when seeking hair services and empower all stylists with tools and techniques. Visit cantubeauty.co.uk/hair-initiative

César DeLeön Ramîrez joins John Paul Mitchell Systems as brand ambassador, and is behind the look for new global ambassador, Winnie Harlow. Alternative Hair has announced Allan Hogg as its new executive vice-president.

2021: It’s back – and it has competition opens for new categories! The ann entries on 8 March via ual Instagram, and includes Artist category, as wel a new Natural Texture l as a collaboration wit 20 h student contest, Xpo sure. see page 34 018-020_News.indd 2

17/02/2021 14:52

Ultra light. Ultra quiet. Incredibly powerful. Let your creativity fly.

www.divapro.co.uk

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17/09/2020 16:25

Clients can enjoy silky-smooth hair and their dream blonde finish with Goldwell LightDimensions. The new SilkLift powder comes in four variations, alongside a Serum and Brightener to customise each service.

IN-SALON SERVICE 020 3540 1200 goldwell.com

Tune into clients’ wants with Great Lengths Tape Piano (pictured above right), which take inspiration from the colour contrast of piano keys. And try new Pre-Bonded Two Tones (pictured above left) to layer light and dark tones in one.

IN-SALON SERVICE 0113 278 1292 greatlengthshair.co.uk

Perfect for long, thick or curly hair, ghd max delivers up to two-times less frizz, less breakage and 80 per cent more shine, all while styling in half the time.

RRP £179 01924 423 400 ghdhair.com

Customise your balayage infinitely with the L’Oréal Professionnel Paris Blond Studio Lightening Clay Powder. Colourists will love the texture of this clay formula when painting freehand.

Lose the stiffness and crunch of a regular mousse with MONAT Studio One’s The Moxi Magnifying Mousse. Infused with Rejuveniqe, its blend of clinically-proven ingredients offers a fuller look and feel on thin and flat hair.

RRP £37

monatglobal.com/uk

Irresistible services consumers will want to snap up, selected by the Layered team

Back at school in the ’80s and ’90s, hair clips were dull affairs. Session stylist Andy Smith has upped the accessory game considerably with Hairslydz, a range of pieces that are practical and also statement-making (the idea is to #tagyourhair – perfect for the ’gram). A great little extra for your retail shelves, you can start small with pony bands and ribbon, building up to oversized vegan scrunchies and strong pony cuffs, with some fashion barrettes and classic wide headbands thrown in for good measure. With face masks around for a while yet, anything stylish to help control hair and look good in a selfie is a sure-fire winner.

Rise and shine with JOICO Defy Damage Sleepover Overnight Nourishing Treatment, a bondstrengthener that nourishes hair as you sleep, delivering shinier, healthier hair by morning.

RRP £20

0845 071 2326 joico.eu

RRP FROM £2.99 INFO@HAIRSLYDZ.COM hairslydz.com

Schwarzkopf Professional continues to innovate with its iconic IGORA line. This refresh sees a big step forward for ecoconscious salons, with updates to the colour line’s packaging that saves 770 tonnes of virgin material each year.

New from Great Lengths and Rossano Ferretti comes Grandioso, designed to create and enhance volume in fine hair through its extra volume shampoo, volumising conditioner and spray.

IN-SALON SERVICE 0800 085 4958

IN-SALON SERVICE 0800 526 741

RRP FROM £29 0113 278 1292

lorealpartnershop.com/uk

schwarzkopfpro.com

greatlengths.com

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CREATIVE HEAD

18/02/2021 16:44

#CHedit

STOCK OPTIONS

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

LAUNCH OF THE MONTH

If ever we needed an optimistic, community-facing, rainbow-driven revamp, it’s right now – 2021 already feels like it’s lasted a year, right? So thank heavens for the new-look Matrix, all positivity and innovation. Where to start? Well, its new SoColor and SoColor Sync Pre-Bonded Colour System is a little bit brilliant, with formulas enhanced with its exclusive Bond-Protecting Concentrate to help protect the inner hair structure, colour after colour. They’re also pre-blended, ready to neutralise even the most complex underlying pigments for true-to-tone results on every base. It’s colour that does all the hard work for you, and we’ll need all the help we can get with those post-lockdown colour jobs. Try the new Neutrals Collection, and there’s more to follow in 2021 that will put a smile on your face... and your client’s!

IN-SALON SERVICE 0800 030 4034 lorealpartnershop.com/uk

... h c t a w o t O ne

THE HEART COMPANY

CLIENTS HAVE BEEN forced to be more hands-on with their hair during various lockdowns, but that doesn’t mean you can’t help them with a little DIY styling and keep them loyal to your expertise. The Heart Company offers premium clip-in human hair extensions that can deliver Hollywood dream hair in minutes. They’re easy and flexible to clip into hair, and easy to style, sitting invisible under your client’s own hair with no need for glue. It means there’s no damage, and it’s a brilliantly affordable way to see what extensions can do. You can’t help but fall in love with the packaging too, which is bound to catch people’s attention when on your retail shelves – all beautifully presented in a reusable heart-shaped box, accompanied by a small pink satin bag that offers the perfect protection when on the move. The heart box has a clever little tester area too, so that customers can first check and approve the colour before they get styling.

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They are available in four different set sizes, depending on the hair thickness of your client’s hair, and there’s a selection of 15 different hair colours, too. They’re great for special occasions which are likely back on the menu as 2021 progresses, and for everyday wear to boost what Mother Nature has given your client. But there’s also a heart-warming back story. The Heart Company is a beauty start-up founded by two friends, Kristina and Imke, who were fans of using clip-in extensions as a quick and effective beauty solution in their personal and professional lives. But they hadn’t been able to find premium clip-ins with high-quality real hair that were both affordable and looked great in their packaging. And the pair are firm believers that a good hair look gives almost every woman a positive feeling and a banging boost in self-confidence. So the tagline of The Heart Company? “Let’s share beauty and positivity.” We can get on board with that.

RRP FROM £62

INFO@THEHEARTCOMPANY.CO theheartcompany.co

18/02/2021 15:43

WHY DID YOU WANT TO BE A HAIRDRESSER? From as early as I can remember my favourite toys were always doll styling heads. I loved learning how to cornrow on them. When I wasn’t practising on the doll head, I would usually plait random parts of my own hair or convince one of my siblings to let me practise on them. I found a career path in media but there was always something missing. Hair was and still is therapy to me, so in my free time I started doing hair for friends and family. I knew I had to make the change to do something I love.

SHANNON CURRIE INSTAGRAM: @SHANSTYLING AGE: 25 SALON: SLIDERCUTS STUDIOS

WHAT HAVE BEEN YOUR HIGHLIGHTS SO FAR? The first year of doing hair has opened the doors to so many opportunities. I’ve worked with Vogue, Beats by Dre, Merky, Burberry at London Fashion Week, Treasure Tress, The Cut Life and The MOBO Awards! I’ve styled or groomed a few familiar names such as Headie One, Popcaan, Krept, Stylo G, Not3s and Mr Eazi. These were milestones I didn’t think I could reach so soon. But I would say my biggest accomplishment was finding such a great foundation at SliderCuts and building a name for myself.

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WHERE DO YOU SEE YOURSELF IN 10 YEARS’ TIME? I hope to see myself continuing to improve on my craft. I will be a lot more experienced, knowledgeable and I will hopefully be a role model in the industry. WHAT WOULD BE YOUR DREAM HAIR GIG? To go on a worldwide tour as part of the hair and beauty team for one of my favourite artists – Beyoncé!

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17/02/2021 14:59

GIVE SHAPE TO ATTITUDE

ALFAPARFMILANO.COM

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#CHedit

Inside story BUTCHERS HOXTON

THE NEW BUTCHERS salon is tucked just around the corner from its original Hackney Road site, in the new Shoreditch Exchange development. A stone’s throw from the entrance to Hoxton Station, it joins sister location Shoreditch in offering locals an eco-friendly wellness destination, staffed by experts and teeming with Aveda products (it’s an Aveda Concept Salon, don’t you know). The vibe inside is heavy on wood (we love the communal table), with plenty of greenery and dried flower displays to make it feel welcoming and homely. It’s modern and relaxed, an ideal mix for the local community that’s well populated with creatives. Butchers also works with Green Salon Collective and First Mile for all recycling, to ensure less harmful waste is going back into the environment. The new salon plans Wellness Mondays, too, a chance for guests and staff to partake in self-care and metaphysical healing events to deepen community spirit, something very close to the hearts of founders Susannah Richardson and Katie Knox.

HUB HUB

Check out our podcast on creating an amazing business brand – even during a pandemic – only on the Salon Smart HUB! creativeheadmag.com/salonsmart/hub

HOT BUY

now open

NO STRINGS ATTACHED

The Harp styling chair from Takara Belmont boasts a delicate, elegant design that delivers a comfortable cradle for your client. Customise it from a range of upholstery colours and base options.

PRICE FROM £1,305 020 7515 0333

takarahairdressing.co.uk

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GINGER RABBIT FARNHAM COMMON Industry favourite Mikaela Martin is going it alone with this minimal and sustainabilityminded marvel that’s focused on long-term hair health.

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17/02/2021 15:01

The Importance of

Mental Health and Wellbeing Did you know?

1 in 4

people experience mental health issues each year The most common is anxiety and depression, but there are many other issues, all of which have a huge impact on a person’s life as well as the people around them. Looking after ourselves and others has never been more important than right now, and iTEC & VTCT have recognised the need to provide education and insight to barbers and hairdressers through their newly released Level 1 Award in Mental Health Awareness. We are all constantly presented with opportunities where we interact with someone who may require assistance or help, but the question is, do we recognise that need? This qualification is designed to help a learner develop their understanding and knowledge of mental health and wellbeing so they better recognise those moments when they happen and know what to do in the situation. They will then not only better understand the range of mental health conditions, but how they affect individual lives.

Further details on the new Mental Health Awareness Qualifications can be found at www.vtct.org.uk/mental-health

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THE BUSINESS EDIT

ARE YOU READY TO HANDLE MENTAL HEALTH ISSUES? ONE IN FOUR people experience mental health issues annually… a figure that’s probably on the cautious side now that we’ve had a year of lockdowns, social distancing, work scares, fear of illness and reduced contact with friends and family. And these people are your clients and your colleagues, even yourself – how are you prepared as a business for the impact? Dan Mewies, founder of Mewies & Co and an Authentic Beauty Concept ambassador, has hosted a workshop with Mental Health First Aid England (MHFA) to protect the minds of his team, and is confident the benefits will last well beyond lockdown. “We talked about what fills our ‘personal stress container’, how we learn to realise these pressures and use helpful coping mechanisms,” explains Dan, who is taking three simple steps to move forward: Sensitise (introducing the idea of talking about mental health), Skills (training and empowering employees to support each other), and Sustain (keep sharing skills and awareness). The business is funding a member of the

team to become an accredited Mental Health First Aider to encourage its open door policy. There is an increasing wealth of education available, such as the BarberTalk training from the Lions Barber Collective. The idea is not to make barbers into counsellors or psychiatrists but to bridge the gap. Using its four pillars – Recognise, Ask, Listen, and Help – stylists can become a conduit between the communities that salons and barber shops serve and the resources that are available, all while providing clients with a safe space to share, open up or offload. Good Salon Guide has launched online Mental Health First Aid courses for UK hairdressers and barbers to train staff to become recognised and MHFA-registered workplace mental health first aiders. VTCT has also launched its Level 1 Award in Mental Health Awareness, designed to help a learner develop their understanding and knowledge of mental health and wellbeing, so they can better recognise those moments when they happen and know what to do in the situation.

MARY PUGSLEY MBE HAIR@THE ACADEMY

We are one of the first training providers in the country working towards implementation of the newly launched Level 1 Award in Mental Health Awareness by the Vocational Training Charitable Trust (VTCT). We have a unique hairdressing training salon that supports disadvantaged young adults to learn a new trade. We have a particular interest in supporting mental health, and I feel the new VTCT Mental Health Awareness qualification is more important than ever during the pandemic. It helps learners develop their understanding and knowledge of mental health and teaches them ways to identify and recognise their own mental health issues, and those of colleagues and clients. It’s about recognising and supporting mental health so people don’t feel isolated.

LIFE LESSONS

ADAM REED

ADAM REED LONDON Not everyone will like you, and that’s okay – remember that you don’t like everybody. I tried to be a people-pleaser for a long time and it only makes you unhappy. Just make sure that you like the people who are closest to you. It’s okay to step away and to take a break. I still find this really hard, but it’s so important to know when to say no, when to see your true value and to make sure that you’re not saying yes to everything just because of FOMO. Make sure that you have the right people around you. Ensure you have a mutual passion, enthusiasm and the conviction of a shared vision. No ego, no bull, no fear. Mistakes are fine, as long as you learn from them. I’ve made so many, because I didn’t really believe in myself. But I have learnt lessons from them all and I am who I am because of those mistakes. Make sure that what you are doing makes you happy. Happiness is the most important thing that you will ever have.

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18/02/2021 15:44

#BusinessEdit

PANDEMIC REPORT IS GRIM READING AN INDEPENDENT REPORT about the impact of the pandemic on the hair and beauty industry has revealed that it is one of the worst affected sectors. The report, commissioned by the NHBF from economic analysts Pragmatix Advisory, found that many in the industry are now acutely vulnerable to failure, with 60 per cent of businesses having no cash reserves, and two-thirds in debt. The crisis is having a disproportionate impact on women and those in deprived communities: hair and beauty business owners are 82 per cent female with an 88 per cent female workforce. In response, the NHBF is pressing for a VAT reduction to 5 per cent and a Personal Care Fund for hair and beauty businesses that have been forced to close. See more at nhbf.co.uk/pandemic-report

NHBF to create vision for future of training THE NHBF IS working closely with key stakeholders across the industry to develop a clear vision for the future of training and education in hair, beauty and aesthetics. “This important work will take into account the impact of the pandemic, potential skills shortages, barriers that need to be overcome, and the steps we need to take to support the recovery of our sector,” says NHBF director of quality & standards, Caroline Larissey. The planned outcomes include the development of degree-level programmes; flexible, high-quality training to suit all learners and employers; and ensuring all learning providers have up-to-date skills and the commercial know-how necessary to produce competent, job-ready applicants.

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NHBF BACKS EVERY MIND MATTERS CAMPAIGN THE NHBF IS SUPPORTING Public Health England’s mental health campaign Better Health – Every Mind Matters, which highlights the importance of maintaining good mental health. The campaign will offer expert advice and practical tips to help everyone deal with stress and anxiety and improve their general wellbeing. “We have been acutely aware of the financial and psychological toll that the pandemic and repeated lockdowns have taken on our members and everyone working in our industry,” says NHBF director Tina Beaumont-Goddard. “We have

published various blog posts offering help and support (nhbf.co.uk/bereavement and nhbf.co.uk/back-to-business-mentalhealth) and our membership team is always here for members. “As part of this crucial work, we welcome the opportunity to help promote the important Better Health – Every Mind Matters campaign.” The campaign includes a quick interactive quiz tailored for the current pandemic, which provides suggestions on how best to deal with stress and how to improve your overall wellbeing. Find out more about the campaign at everymindmatters.co.uk

Minimum job number axed from gov’t Kickstart Scheme HAIR AND BEAUTY employers in England, Scotland and Wales can now apply directly to the Kickstart Scheme for any number of job placements as the government has announced the removal of the minimum threshold of 30 jobs. The scheme, which began in September 2020, aims to help put young people aged 16 to 24 who receive Universal Credit on the first rung of their career ladder. The government has made it even simpler for employers of all sizes to benefit from joining the scheme by removing the requirement to create a minimum of 30 vacancies to apply directly. Funding under the scheme includes 100 per cent of the National Minimum Wage or National Living Wage for 25 hours a week for six months. The scheme will run until December 2021. Keep up-to-date with all the financial support available to the hair and beauty industry by bookmarking nhbf.co.uk/financial-support

17/02/2021 14:46

#BusinessEdit

MISSION CONTROL

PUTTING YOU IN THE DRIVING SEAT OF YOUR SALON

in association with Phorest Salon Software WITH SALON DOORS CLOSED once again across the whole of the UK, Phorest Salon Software knows how vital it is that you ensure your digital strategy is working hard to see your business not only survive but thrive. From communication to retail, an online plan can make all the difference to your bottom line.

86%

OF PEOPLE WOULD PAY MORE FOR SERVICES FROM A COMPANY WITH HIGHER RATINGS AND REVIEWS

94%

THE AMOUNT OF GOOGLE REVIEWS RECEIVED BY PHOREST SALONS THAT HAD A 5-STAR RATING IN 2020, WITH THE HELP OF THE ONLINE REPUTATION MANAGER

40%

OF BOOKINGS WERE MADE OUTSIDE OF SALON HOURS BEFORE COVID-19

£35,862

THE AMOUNT OF REVENUE MADE BY PHOREST SALONS IN 2020 WHO SENT BOTH EMAIL AND SMS CAMPAIGNS

£998

THE AVERAGE AMOUNT PHOREST SALONS MADE USING THE CLIENT RECONNECT FEATURE IN 2020 THE MISSION: YOU’VE GOT MAIL… MAKING MONEY FOR YOUR BUSINESS

Did you know that on average, salons only have

% 0 3 en eir cli ts’ email

of th

addresses?

In 2020, Phorest salons generated

£19,189 per salon

from email campaigns

“Once we were live with our online store, I sent an email using the template in the Phorest system to all of my clients. Within the first 45 minutes we had 5 orders” GRAINNE EDWARDS, BEAUTY BY GRAINNE

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IT’S IN THE (DIGITAL) DETAIL: HOW YOU CAN FUTURE-PROOF YOUR SALON AS COVID-19 CONTINUES to impact our lives, it is increasingly clear salons must connect, sell and communicate online. It’s important to assess your current online presence and performance in order to understand where to improve. The four key areas are:

ONLINE MARKETING

Are you communicating with existing and new customers in the most effective way? The best way is to align your SMS and email campaigns and not to rely solely on one form of communication. In 2020, Phorest salons that sent both email and SMS campaigns generated £35,862 revenue. Phorest salons can send campaigns with ease from the Marketing Suite, integrated into the software.

SOCIAL MEDIA

Is your content consistent and relevant? It’s important that your service, your brand mission and personality is not just reflected in the salon but also outside it.

ONLINE REPUTATION

Do you know what people will see when they Google your salon business? Businesses can no longer rely on foot traffic for new customers, brand awareness, or that last-minute appointment. And while you know your clients love you and your salon, it doesn’t matter unless they shout about it online.

WEBSITE

Can your clients get everything they need on your website, including booking and managing appointments? Imagine if you’re looking for something online and the website you’re visiting is out of date, lacks information and doesn’t give you what you want? Simple; you’ll find another website that can do all of the above. The same applies to salons. Abigail Walsh is the regional marketing manager at Phorest Salon Software UK & Ireland. Find out more at phorest.com and @phorestsalonsoftware CREATIVE HEAD

18/02/2021 15:45

COLOUR VISION

THE WELLA PROFESSIONALS TRENDVISION AWARD IS BACK AND BIGGER THAN EVER. THIS MONTH IS ALL ABOUT UNDERTAKING THE PREP AND PUSHING YOURSELF  YOUR TIME IS NOW IN ASSOCIATION WITH

TAKE THE NEXT STEP

Glory could be yours at one of the world’s most iconic hair competitions. Wella Professionals’ legendary TrendVision Award is open from 8 March, and all are welcome to take part – regardless of whether you are a Wella salon or stylist. Talent knows no bounds, and Wella is ready to celebrate it. We have all of the details on how to enter on page 34. You can enter as many categories as you like (excluding Xposure) giving you multiple chances to get through to the next stage – make sure each entry shows a different look on a different model. If you make it through in multiple categories you will advance in the category where you have scored the highest for the Semi-Finals, with the aim to hold a live Final, Covid-permitting, in the autumn. Push yourself and you could be raising that trophy, sending you through to the International Final. You have until 20 April to enter via Instagram, with photographic results announced the week of 24 May – good luck! Visit wella.co.uk/trendvision for full information on how to enter, full T&Cs, and details on the amazing prizes on offer. Keep up-to-date with the hashtag #NTVA2021

THE COLOUR CLINIC IS OPEN… EVERY MONTH WE SPEAK TO A WELLA PROFESSIONALS COLOUR EXPERT ABOUT A KEY ISSUE AND HOW TO OVERCOME IT. THIS MONTH, LEE QUINN FROM LM HAIR & BEAUTY (@LEEQUIINN), ENCOURAGES HONESTY FROM THE OFF WITH CLIENTS  FOR BOTH OF YOUR SAKES “Client expectations are always tricky to manage. I’ve learnt over the years that every client expects different things. Before you even begin, really try to gauge what they expect their hair to look like when they leave, then hit them with the truth. It might shatter their dreams on the spot that they won’t leave with Barbieblonde hair in one sitting, but it’s better to tell them it won’t look like that right away, than to realise themselves after a four-hour service. I’ve found that clients, while they may not like to hear the truth, do respect it. “Sometimes we really need to break it down to them for them to understand the ‘why’, but that’s okay! Although some colour clients’ expectations may be unrealistic in one sitting, that doesn’t mean they can’t be achievable after a few. When you explain that the process will be a journey, and sometimes it’s more fun than the destination, it really sinks in. I love to under-promise and try to over-deliver; when you do manage to get that little unexpected lift, or make that hue a little more vibrant than you thought may be achievable, there’s nothing better. I know it can almost feel like a break-up by telling your client that what they want isn’t achievable, but it’s always better to let them down with the news at the beginning rather than finishing with an awkward blow-dry because the colour they got wasn’t what they wanted.” 32

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17/02/2021 14:44

SHELFIE TIME The stress caused from lockdown has seen a massive impact on hair growth and it’s a topic on everyone’s mind. In 2020, ‘volume’ and ‘hair loss’ were the top two female hair concerns in the UK. Nioxin is the perfect brand to meet the demand for clients who want thicker hair or have thinning concerns. It is the world’s number-one selling salon brand globally for thicker, fuller hair, and I would recommend anyone to start their journey with the 3 Step System Kits which include a shampoo, conditioner and a scalp treatment. There are six kits in the range, depending on the progression of thinning and for virgin, coloured or chemically-treated hair. Nioxin also offers the salon-exclusive Dermabrasion service, an in-salon treatment which works as a deep exfoliating facial for the scalp.”

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#ColourVision

SCOTT EVANS, WELLA PROFESSIONALS UK&I COMMERCIAL EDUCATION MANAGER CARE AND STYLE @SCOTTEVANSWELLAHAIR

WHY I’M WELLA I’m Wella because it isn’t just a brand, it’s a family and a community. As Goldsworthy’s is a family-run business – and has been for nearly 60 years – it’s important for us to maintain strong relationships with our suppliers and ensure we have the best products available. Wella provides both of these things and more. From the product quality, the education available, the opportunities it provides our stylists and the support from our representatives, Wella is a great place for us to be.” STEVEN GOLDSWORTHY, GOLDSWORTHY’S @GOLDSWORTHYSHAIR

NO MATTER WHAT YOU’RE FACED WITH, WELLA PROFESSIONALS HAS THE SUPPORT, EDUCATION AND PRODUCTS TO EQUIP YOU WITH CAREERMAKING CONFIDENCE. DISCOVER MORE ABOUT HOW WELLA PROFESSIONALS CAN SUPPORT YOU ON YOUR JOURNEY AT WELLA.CO.UK @WellaHairUKI #WellaColour #MakeChange CREATIVE HEAD

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17/02/2021 14:44

MAKE YOUR DREAM A REALITY #NTVA2021

*Subject to change or cancellation due to government restrictions

WHERE WILL YOUR VISION TAKE YOU? FIND OUT BY ENTERING WELLA PROFESSIONALS’ ICONIC TRENDVISION AWARD COMPETITION FOR 2021

CHALLENGING YOURSELF IS crucial to growth. Wella If you are a hairdresser aged 18 and over, then you can Professionals TrendVision Award gives you the opportunity enter TrendVision Award! You do not need to be an existing to showcase your skills against some of the best Wella customer or employed at a Wella salon to take part. stylists and colourists in the industry right You don’t even need to use Wella products in your now, in one of the most prestigious hair photographic entry, although you will be required to competitions. Prove yourself to be an for the Digital Semi-Finals and UK & Ireland Final award-worthy visionary and unlock should you get that far. ry go te ca the potential to take your career to Winners in each entary Now we’ve piqued your interest, we’ve got the full im fresh heights. also win compl checklist on how to enter… r fo ion TrendVision Award has always been business educat the to about having the creative insight and salon owners, value of £1,000 talent to blow away the competition. XPOSURE JOINS TVA Impress the panel of highly respected For the first time, the student XPOSURE categories industry professionals, and you could find are joining the wider TrendVision Award competition. yourself competing at an international level. There are two student-exclusive categories available: Entry is the first stepping stone to widespread recognition Creative Colour and Colour the Cut. Competitions are the and appreciation in the UK and Ireland. For 2021, TrendVision perfect way for students to cut their teeth in the industry, Award will be a hybrid competition, blending digital and offering invaluable experience and exposure to new ways in-person participation, culminating in a LIVE UK and of thinking. Ireland final on 11 October.* XPOSURE categories are available to NVQ/VRQ Level Triumph over your competitors for some incredible prizes, 2 or 3 students in England, Wales and Northern Ireland; including fully-funded photoshoots, mentoring and tailored National Certificate or National Qualification Level 5 or 6, education opportunities, exposure in trade press, oodles of or SVQ levels 2 or 3 in Scotland. goodies – and the trophy itself, of course! The best part? The competition is open to everyone.

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NEW FOR 2021

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18/02/2021 16:02

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CHALLENGE ACCEPTED

NATURAL TEXTURE ARTIST

Robert Eaton

EDITORIAL LOOK

Editorial look reflecting the Sebastian Professional attitude, submitted as a black and white photograph. #ntva_editoriallook_uki

Sanrizz

James Earnshaw

STYLE MASTER

Exceptional styling execution with ghd tools to produce a modern, wearable look reflective of the ‘ghd girl’. #ntva_stylemaster_uki

CRAFT ARTIST

Create a beautiful transformation that combines elements of cut, colour and styling. #ntva_craftartist_uk

James Earnshaw

COLOUR SPECIALIST

Showcase your mastery of Balayage/Luxelights lightening technique, including root shadowing and glossing. #ntva_colourspecialist_uk

Francesco Fontana

COLOUR ARTIST

Beautiful, salon-relevant hair with focus on colour results, shade palette and overall vision. #ntva_colourartist_uk

James Earnshaw

Jordanna Cobella

CHOOSE YOUR CATEGORY WISELY. WHICH ONE WILL SEE YOU CLINCHING THE TITLE?

XPOSURE CREATIVE COLOUR

XPOSURE COLOUR THE CUT

Creative use of colour and its Showcase colour, cutting Showcase and amplify natural placement to create a visible and styling skills to texture through cut and colour hair colour maintaining hair demonstrate a strong, to create a beautifully styled, quality and condition. total hair look. shiny and conditioned look. #ntva_naturaltextureartist_uki #ntva_xposurecreativecolour_uki #ntva_xposurecolourthecut_uki

TRAIN YOUR EYE

ONCE YOU’VE SETTLED ON A CATEGORY, IT’S TIME TO CHOOSE YOUR IMAGE TO ENTER. Your image must have been created within the 12 months before entering. You can enter each category once with a different look on a different model. You can enter as many categories as you like. If you make it through in multiple categories, you will advance in the category where you have scored the highest.

TIMELINE TO SUCCESS THE KEY DATES FOR TRENDVISION AWARD 2021

8 MARCH

Entries open on Instagram

20 APRIL

Instagram entries close

WEEK OF 24 MAY

ON THE ’GRAM

ENTERING IS EASY – simply head to Instagram. Use the correct hashtag for your chosen category and make sure your account is set to public to get seen, and be sure to include a ‘before and after’ image and tag @WellaHairUKI. You’ll then be contacted via DM to fill in a short online form. If you’re entering from a salon’s account be sure to include your full name so that the Wella team knows who to contact!

Photographic results announced

31 MAY

Digital Semi-Finals submissions open

6 JULY

Digital Semi-Finals submissions close

1 AUGUST

UK & Ireland finalists announced

11 OCTOBER

LIVE UK & Ireland Final

YOU’VE GOT TO BE IN IT TO WIN IT. VISIT WELLA.CO.UK/TRENDVISION FOR ALL THE INFORMATION YOU NEED ON HOW TO ENTER, AND FULL T&CS AND DETAILS ON PRIZES. KEEP UP-TO-DATE WITH THE HASHTAG #NTVA2021 AND FOLLOW @WELLAHAIRUKI TO BE THE FIRST TO KNOW ALL THE COMPETITION UPDATES. GOOD LUCK! CREATIVE HEAD

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18/02/2021 16:02

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01/12/2020 14:21

COLOR mask FRESH REVIVE, REFRESH AND HAVE

fu n

Zero damage colour depositing masks to maintain or transform your colour BOTH IN SALON AND AT HOME. education.wella.com uk.wellastore.com @wellahairuki #WellaColour

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01/12/2020 14:22

Everyone is welcome The original community-based brand for hairstylists is reinvented… and more inclusive than ever! Meet the new Matrix

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17/02/2021 14:39

CR EATIV E HE AD AD VE RT OR IAL

IN 1980, A HAIRDRESSER named Arnie Miller founded Matrix, a company whose name was inspired by the idea of synergy and togetherness. He wanted to weave together a matrix of support for every stylist, every hair type and every business model. He created Matrix, a brand where everyone felt they belonged. More than four decades later, and Matrix is reconfirming and modernising those beliefs. How? Through its commitment to be the most inclusive brand in the industry; to empower hairdressers of all ages, backgrounds and levels of expertise with the tools and self-assurance to deliver next-level looks and realise their creative and professional potential. Because at Matrix, everyone is welcome. Whatever your business model or your level of expertise, you are welcomed into a supportive community where you’re given the tools you need to succeed, including innovation and education. And this is all done with an uplifting culture of support and optimism, working together and inspiring each other. It’s a new day with Matrix. Come and see the fun that’s in store…

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“What do I love most about Matrix? It’s got to be the diversity. It doesn’t matter who you are or where you come from, it’s cool to be independent and different – and Matrix embraces it” Simon Townley, UK Matrix Artist @SimonTownley

17/02/2021 14:40

*After seven applications on sensitised hair

Colour with confidence

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YOU JUST WANT to give your client exactly what they want – it’s that simple. That’s why Matrix solutions are uncomplicated, yet its high-performance innovations allow you to work with confidence. From new stylists to award-winning artists; from independents to salon stylists rooted in communities. From routine touch-ups to complex colour corrections, the most fragile fibres to the warmest undertones… Matrix has your back! The New SoColor and SoColor Sync Pre-Bonded Colour System is a clever collection of colours that put the power of paint in your hands. Pre-bonded for every fibre: Its formulas are enhanced with its exclusive Bond-Protecting Concentrate to help protect the inner hair structure, colour after colour.*

Pre-blended for every base: These formulas are pre-blended with background and reﬂect all in one tube, to neutralise complex underlying pigments, for true-to-tone results on every base. Pre-paired for every service: Its permanent and demi-permanent oxidative dyes are perfectly matched, so you can achieve seamless, root-to-tip colour, that lasts and fades on tone. Matrix is painting the town rainbow with bold colours, updated packaging and merchandising and a new logo, bringing to life the uplifting culture of support and optimism. It’s about staying true to the original founding vision: “A matrix of support to instil conﬁdence in every hairstylist”.

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26/02/2021 10:51

CR EATIV E HE AD AD VE RT OR IAL

Think. Believe. Dream. Dare. MATRIX SOLVES YOUR most complex colour queries with uncomplicated advice, products and techniques that deliver real results… all with a can-do attitude to inspire you. It might be serious about performance, but there’s an unshakeable belief that creativity, self-expression and styling should be fun. Truly, everyone is welcome at Matrix. Dial up your hair game with…

Innovation for every hair type: Diversity is not an ideal. It’s a fact. That’s why the Hair Diversity Matrix was created, a scorecard made up of four key dimensions to ensure its products and education address the unique needs of every hair type. From levels to underlying pigments, diameters to curl patterns, Matrix has everyone included. Education for every stylist: Whether fresh out of college, working at a well-established salon, or forging your own path

as an independent, Matrix’s network of artists supports stylists at every step. The Matrix Milestone approach to professional growth provides targeted online and offline mentorship at every stage. Through hands-on learning and events too, Matrix offers you the chance to build your skills and your confidence. Support for every business model: From salon owners with stylists on commission to hairstylists looking to go it alone, Matrix’s online education covers a wide range of topics to support every business model. Follow @Matrix on Instagram for daily education and visit lorealaccess.com for in-depth online learning. With that confidence, you can reach for your dreams. Surely that’s put a smile on your face? No matter what you aspire to achieve, Matrix is here to help you advance your career.

EVERYONE IS WELCOME � SO WHY NOT SAY HELLO? TO LEARN MORE ABOUT THE NEW MATRIX, SEND A MESSAGE ON FACEBOOK OR VISIT MATRIXHAIRCARE.CO.UK�TRYMATRIX

�MATRIX #MATRIX

CREATIVE HEAD

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17/02/2021 14:40

Does your colour work as hard as you?

new!

SoColor + SoColor Sync Pre-Bonded Make your colour work harder than ever. Every 90ml tube is now pre-mixed with our exclusive Bond-Protecting Concentrate to help protect the inner hair structure, colour after colour. Colour with confidence.

TRY IT FIRST with our new Neutrals Collection Scan to start your journey *assessed after 7 applications on sensitised hair

COME INTO THE RULES OF COLOUR DIFFER IN THIS WORLD. MEET LIGHTDIMENSIONS, THE LATEST IN LIGHTENING TECHNOLOGY FROM GOLDWELL

THE BALANCING ACT of care and colour is always difficult to strike, as clients demand lighter and brighter results in quicker appointments. Don’t lose your way – slip into a new dimension of lightening opportunities with LightDimensions from Goldwell. The new family of lightening products is powered by Goldwell’s signature advanced colour innovation, integrated BondPro+ Technology, which is perfectly engineered to leave hair feeling in its strongest condition. Enjoy a powerful lifting performance up to nine levels – 9% is the new 12%! You can use SilkLift to lighten on all levels to create infinite results, from classic lightening to flexible freehand. You are in control, every step of the way.

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SilkLift offers the ultimate in professional performance with a unique Anti-Yellow system for even, controlled results every time. Once you’re happy, pair it with the new Goldwell Brightener line-up for a perfected finish on every client. LightDimensions is the ideal representation of Goldwell’s commitment to sustainability. The new SilkLift packaging has evolved from a traditional box to a FSC-certified foldable pouch, made of 80 per cent less plastic and reducing waste volume by 85 per cent. All folding boxes are produced under climate-neutral conditions, underlining Goldwell’s continuing journey to provide uncompromising products without compromising the environment.

CREATIVE HEAD

17/02/2021 14:36

CR EATIV E HE AD AD VE RT OR IAL

THE LIGHT HEALTHY HAIR FEELING If condition is a concern for your client then listen up – experience the difference of SilkLift with integrated BondPro+ Technology combined with Silk Proteins and IntraLipid technology contained in SilkLift lotions, and rest assured you’re offering clients the ultimate in hair integrity. We’re talking mirror-like shine, touchably soft and silky-smooth hair, even after an intense lift. Mix and match between four different lightening powders to customise the perfect consistency for your chosen technique. Simply add the Goldwell System Thickener to adapt to each client’s service.

“I love the SilkLift range as it allows me to work on all levels of hair and achieve accurate, conditioned results, which is a godsend for any busy stylist. I’m able to lift and tone at the same time, which is amazing, especially on regrowth scalp bleaches. It helps me to retain my clients as they know they’re getting the healthiest hair-feel they can” MARTIN CREAN, OWNER, MODE HAIR

You’ve done the hard work, now it’s time to glaze and amaze! Achieve a perfected finish for every lightening result, with a controlled amount of lift up to one-and-a-half levels. The new Goldwell Brightener works beautifully to soften contrasting tones for a seamlessly blended, natural finish – perfect for a client on the day to soften, or as an interim service in the salon to extend your beautiful colour result. Experiment, enjoy and enlighten! Choose from Brightener Natural, for levels seven to nine, or Brightener Silver for levels five to seven.

GOLDWELL’S NEW LIGHTDIMENSIONS IS COMING SOON! FOR MORE INFORMATION, CALL 020 3540 1200 OR SPEAK TO YOUR KAO SALON ACCOUNT MANAGER @GOLDWELLUK #LIGHTENINGUNLIMITED #LIGHTDIMENSIONS CREATIVE HEAD

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17/02/2021 14:36

year s of innovation

TAKARA BELMONT HAS BEEN AN INDUSTRY LEADER IN ADVANCED FURNITURE AND EQUIPMENT DESIGN THAT STANDS THE TEST OF TIME. AS IT CELEBRATES ITS CENTENARY, THE BRAND CONTINUES TO MAKE A BIG IMPACT CUTTING-EDGE DESIGN. Attention to detail. Advanced technological innovation. These principles are as key to Takara Belmont’s business now as they were when the company was founded 100 years ago in Osaka, Japan. It’s now a worldwide industry leader – but in some ways, very little has changed. From the outset, Takara Belmont’s mission has been to create and apply new, ground-breaking design and technologies to elevate both the customer’s and the stylists’ salon experience. Takara Belmont has been at the forefront of so many world-ﬁrst innovations that are now commonplace in salons around the world, such as the development of the manual hydraulic barber chair that came to fruition

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in 1950, and in 1962 it unveiled the world’s ﬁrst motorised chair for salons. A year later, the world’s ﬁrst foldaway basin followed. Automated shampoo systems and infrared technology for colour processing – both Takara Belmont inventions, too. Throughout its century of innovation, some of the most iconic and advanced salon equipment has been created, and the design team has truly elevated salon design and aesthetics. Yet, even as it reaches further in 2021, the company remains a family-owned independent business, spearheaded by global chief executive, Hidetaka Yoshikawa. It still retains the founding principles of exemplary service, precision in design and manufacturing, and the pursuit of innovation, all guided by the salon’s needs and wants.

CREATIVE HEAD

17/02/2021 14:34

CR EATIV E HE AD AD VE RT OR IAL

A journey, not a destination Takara Belmont believes in continual progress that respects the past, mirrors the present and anticipates the future. In July 2020, it announced the appointment of new UK managing director, Stephen Price, to spearhead progress into the new decade. After 23 years within the company, Stephen is perfectly poised to lead, while still respecting the company’s philosophy and heritage. Despite a year of unexpected challenges, he’s

conﬁdent and optimistic about the future. “We “We’ve intended to transform hairdressing, barbering achieved so much and beauty, and although we’ve achieved in our mission to so much, our mission to deliver equipment deliver equipment and and services that exceed the expectations services that exceed the of hairdressers and barbers, and their expectations of hairdressers customers, remains constant,” he says. and barbers” STEPHEN PRICE TAKARA BELMONT UK MANAGING DIRECTOR

“The longevity of so many of our products is testimony to what has been accomplished so far, and we will add to our heritage as we look forward to the next 100 years!”

100 YEARS OF EXPERIENCE AND DEDICATION. DISCOVER MORE BY VISITING TAKARAHAIRDRESSING.CO.UK TO ENQUIRE ABOUT DESIGN OR EQUIPMENT, CALL 0207 515 0333 OR EMAIL HAIRDRESSING@TAKARA.CO.UK

CREATIVE HEAD

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17/02/2021 14:34

NO LIMITS PEOPLE APPRECIATE THE UNLIMITED POTENTIAL FOUND IN THEIR HAIR SALONS AND BARBER SHOPS. REFLECT THAT WITH SOFTWARE THAT WORKS FOR EVERYONE, FROM PHOREST SALON SOFTWARE

HUMANS CAN’T BE put in boxes. Imagine how dull our work would be if everyone was having the same haircut or colour? Let your clients be themselves with gender-neutral software from Phorest. There are more than two types of people in this world, which is why Phorest is determined to change the game. Phorest allows gender-neutral salons the option to remove reference to gender and won’t show any male/female tick boxes to their clients. Because at the end of the day, why would you want to place limits on freedom of expression?

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CREATIVE HEAD

17/02/2021 14:32

CR EATIV E HE AD AD VE RT OR IAL

FACE FORWARD

Phorest is for the forward-thinkers. There are all sorts of great features for salons to tap into and take advantage of, all designed to make your business run smoother and make your clients happier. There isn’t a one-size-fits-all approach to be seen. Everything is individualistic and personalised to your needs. Enjoy the peak of convenience with Phorest’s new Video Consultations service. Stylists and colourists alike can arrange pre- and post-care consultations, answer client questions and even sell retail, all without clients having to come into the salon. The intuitive booking software is ideal for managing your clients and staff schedules. Salon Scheduling will have you spending less time worrying about timetabling, and more time tabling fresh ideas to take your business to new heights.

Keep everything running smoothly with one effortless cloud-based system that you can always tap into, whether you’re at home or on the salon floor. With Phorest’s Salon Management software, you can keep an eye on your stock levels, POS and client information, and much more in one secure system. Own your brand with clever Salon Marketing Tools – Phorest has a full marketing suite to help you shout about your amazing work from the rooftops. The Phorest team can help you create eye-catching visuals and equip you with all the know-how to have appointments streaming in. All of this is just a taster to what Phorest Salon Software can do for you and your business. Each package is tailored to you and your needs, and Phorest will even do all of the data importing for you – so you can sit back, relax and plan for your bright future.

NO LABELS. NO BOXES. JUST HUMANS, WITH PHOREST SALON SOFTWARE. FIND OUT MORE ABOUT HOW PHOREST CAN FREE UP YOUR SALON EXPERIENCE AT PHOREST.COM CREATIVE HEAD

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17/02/2021 14:31

CREATIVEHEADMAG.COM MAGAZINE

COLOUR

EVENTS

INSPIRATION

FREELANCERS

STORE

COMPETITIONS

EXCLUSIVE

Drawing inspiration from an ancient symbol of resilience, ‘The Lotus’ by Candice McKay blends avant-garde ideas and ready-to-wear execution

If you want fresh monthly drops of business content, join our HUB! Sign up for free today and start reaping the rewards with automatic access

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The Most Wanted and The It List Awards 2020 Grand Final will be coming to you LIVE and direct on 29 March. Sign up for free to watch it all!

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Watch, learn, get involved! SELF/ STYLED Sundays returns on 21 March, with more knowledge and insight designed for self-employed hair pros

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The ﬁrst 20 new Creative HEAD Club members will receive the Diva Pro Styling Digital Wand (19mm to 32mm), worth £49.99. With macadamia, argan oil and keratin infused barrels, the Digital Wand has every look covered, from loose curls to tight waves. Already a Creative HEAD Club member? Then we’ve got something for you too! One lucky member will win the Diva Atmos Dry, worth £194.99! Designed for super-fast drying with less noise, it also includes the Atmos PLUS conditioning system to help combat frizz, resulting in sleek and shiny hair. For more information, visit divapro.co.uk

*For the ﬁrst 20 new members to sign up between 1 March and 31 March 2021. Subject to availability, no cash equivalent will be offered. **Selected events only, for more details contact events@alfol.co.uk

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CREATIVE HEAD’S

BIG NIGHT IN 29 MARCH

THE GRAND FINAL OF THE 2020 MOST WANTED AND THE IT LIST AWARDS IS FINALLY FROM PRINTWORKS, LONDON HAPPENING � BUT NOT AS YOU KNOW IT! WE’VE GOT A WHOLE NEW EVENING PLANNED, AND YOU’RE ALL INVITED!

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BROADCASTING A PACKED PROGRAMME OF CONTENT, FEATURING AN ALL�STAR CAST. STAY IN, TUNE IN AND JOIN THE WATCH PARTY!

THE 2020 MOST WANTED AWARDS

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IT’S A WHOLE NEW YEAR FOR CREATIVE HEAD’S MOST WANTED AND THE IT LIST AWARDS, E H T G N I T A R B E CEL ’S D N A L E R I D N A UK MOST EXCITING HAIR TALENTS 2021

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17/02/2021 15:47

HUB

During tough times we soon find out who our friends really are, right? Who to count on for help and encouragement – where to turn for advice and inspiration. Well, hardworking people, introducing the Salon Smart HUB – a new place to go to keep on top of business.

Powered by Creative HEAD in exclusive partnership with L’Oréal Professionnel Paris, there’ll be fresh content drops every month and on-demand access to videos, panel debates, podcasts, articles, reports and more – all featuring a host of experts sharing their knowledge and guidance. Think of the Salon Smart HUB as your year-long business support network – there when you need it. It’s FREE, and it’s only a click away…

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17/02/2021 14:26

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Lve LIVE STREAM FORMAT • ONLINE & ON DEMAND • SUNDAY 23 MAY

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SALON SMART IS GOING LIVE! LOOK FORWARD TO A SUPER SUNDAY PACKED WITH BITE-SIZED SEMINARS, REAL LIFE STORIES, NEW INNOVATION, FRESH INSIGHT AND EXPERT THINKING – ALL TO HELP YOU PLAN AND BUILD FOR THE FUTURE OF YOUR BUSINESS

FULL PROGRAMME TO BE ANNOUNCED

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17/02/2021 14:24

THIS IS NOT A ZOOM

It’s a fully-produced virtual event, filmed and live-streamed from a London studio by the Creative HEAD team

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Conversations, interviews, debates, workshops, masterclasses and more – watch and learn in the most informative and interesting way possible

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17/02/2021 14:25

SELF/STYLED SUNDAYS

LEARN NEW SKILLS. MAKE MORE MONEY. EDUCATION AND EMPOWERMENT FOR INDEPENDENT HAIRSTYLISTS. SELF/STYLED Sundays return on 21 March! Our digital event for freelance hairdressers is packed with targeted business advice and brand masterclasses designed for all levels of independent hair artists. Whether you’ve been operating for years or are looking to get started, SELF/STYLED Sundays are about helping you build for greater success.

MAKING INSTAGRAM WORK FOR YOU

Our new Ask An Expert session gives you the chance to fill in some knowledge blanks. First up is Vivienne Johns, helping you get your head around Instagram.

PR PREP FOR RE-OPENING

Don’t miss an opportunity to make more money! PR expert Sharon Brigden will run through the must-dos ahead of re-opening.

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OUR NEXT EVENT: SUNDAY 21 MARCH 2021 BOOK now at creativeheadmag.com/selfstyled-sundays

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L’Oréal Professionnel Paris guest artist Nancy Stripe shows you how to create Insta-worthy, livedin root shadows and zone tones.

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18/02/2021 15:48

OUR INDUSTRY IS CELEBRAtED FOR ITS CREAtIVITY AND EMOTIONAL INTELLIGENCE, SO WHEN IT COMES TO DOING THE TOUGH STUFF, OFTEN UNPLEASANT tASKS THAt ENSURE BUSINESSES NOT ONLY SURVIVE BUT BLOOM, ARE aVOIDED. a . WITH THE END OF LOCKDOWN IN SIGHT, THERE WILL BE SOME DIFFICULt JOBS AHEAD – – THEY WON’T’ BE EASY, BUT THEY ARE NECESSARY. LET’S’ GET TOUGH… 62

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CREATIVE HEAD

17/02/2021 13:05

Darren Mitchell service manager at Care First USE YOUR EXPERIENCE – The experiences you have already had will likely influence how resilient you may be when a certain situation arises. For example, when you think of the recent lockdown, you may have drawn on your experience from the first one last year to help you. PRACTISE – Putting yourself in challenging situations more often may help to build your resilience in the future, as you will gain more experience. There are events that none of us can prepare for, but we may be able to try and practise for some. FORGIVE YOURSELF – Everybody makes mistakes; it’s part of the way we learn and improve. Don’t dwell on them and remember it’s important that you can forgive yourself. Try and focus on a positive outcome and reward yourself for your achievements. EXPAND YOUR INTERESTS – Making sure you find the time to enjoy hobbies and to try new things can help by distancing you from other stressful factors and giving you balance.

CARE FIRST powers employee support programme the Creative HEAD Collective – join now at creativeheadmag.com/store

TALK IT OUT – Talking about issues may help you to start dealing with them. By not talking about things, we tend to go over and over them in our mind, which is bad for our mental wellbeing. By talking about the things that are worrying us, we can learn from others about how they may have handled similar situations. LOOK AFTER YOUR PHYSICAL HEALTH – Try to have a good sleep routine, regular exercise and a healthy diet. There are proven links between our physical and mental wellbeing. CHANGE YOUR SCENERY – Make sure you take a lunch break whether you’re at work in a salon, or working remotely from home. Spend some time outside or exercising. TRY TO RESOLVE CONFLICTS – This may be difficult but try talking to a manager, colleague or family member to diffuse a situation. It’s important to work together to find a way forward. BE STRAIGHTFORWARD AND ASSERTIVE – If somebody is making unrealistic demands of you, let them know and explain why. Try to do this in a polite and civil way. It’s okay to say no. FIND TIME TO RELAX – It’s vital to find some time for yourself and unwind. This could be a soak in the bath or even some yoga.

Sophia Hilton and Fiona cooper Not Another academy We’re all in a time of massive upheaval. There are so many things outside of our control, including how long the pandemic lasts, how other people behave, and what’s going to happen in our communities. That’s a tough thing to accept, and so many of us respond by endlessly searching the internet for answers and thinking over all the different scenarios that might happen. But as long as we’re focusing on questions with unknowable answers and circumstances outside of our personal control, we will get nowhere; aside from feeling drained, anxious, and overwhelmed. When you feel yourself getting caught up in fear of what might happen, try to shift your focus to things you can control. For example, you can’t control how severe the coronavirus outbreak is, but you can take steps to reduce your own personal risk (and the risk you’ll unknowingly spread it to others), by following the guidelines set. Buddhists talk often about the word ‘surrender’. They believe that much of human suffering stems from trying to control what you cannot. There is a great release and a feeling of freedom when you let go of your need to control. Try searching online for mediations on the word ‘surrender’. It might take you a while to find one that fits for you (like trying to find a hairdresser), but once you find the one, it can be super-helpful to help you to let go. TO FIND OUT more about Sophia's Inner Strength Course, follow her on Instagram @hiltonsophia and @notanotheracademy

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18/02/2021 16:53

Ken West Directorof businessexperts3•6•5 I spoke to a salon owner recently who had calculated that, once he starts to pay back all of the debt he has incurred in the past 12 months of accrued VAT payments and various deferred business support loans, he will need to increase his weekly turnover by 18 per cent, just to break even. Yes, 18 per cent to make not one single penny more of profit. How can that be, I hear you ask? Well at Salon Smart Live, I shared an example of a salon that generated £4,600 net of VAT per week (£5,520 inc. VAT) with an average income per client of £40 net of VAT (£48 inc. VAT). Once the direct costs of serving a client had been taken out of every bill, the salon was left with 40 per cent of each bill, or £16, to go toward their fixed costs of the salon. A loan repayment is an extra fixed cost, so if the salon

now has to repay £500 per week in loan repayments. 500 divided by 16 = 31.25, therefore, 31.25 extra clients per week are needed just to repay the loan. If each of those clients generates an average of £40 net of VAT then that is £1,259 net of VAT, or £1,500 including VAT, just to break even. £1,500 in extra revenue through the till, none of which is profit. This is longterm until the loan has been repaid. If you have taken out any form of loan during the current crisis then you must do a revised break even. If you have not done one and all of the above makes no sense to you, then please don’t ignore it, get help! Find someone who does understand and ask them to help you. More importantly, long term, learn to understand this yourself. After all, you’re a business owner, and break even is one of the most crucial calculations in any business. In a salon this should be recalculated every three months based upon current information. Many salons in this country generate net profits in single digits and the costs that salons have incurred during the past year could see a large proportion of them go out of business. Sometimes people might think I am the voice of doom, but trust me, I am not. I’m just the voice of reality – if you ignore this, fail to do the maths and, as an industry we fail to raise our prices, we will become an industry in TO SEE Ken’s presentation, visit crisis where only the fittest, creativeheadmag.com/salonsmart and strongest and most courageous access Salon Smart Live On Demand will survive.

Liz Sebag–Montefiore director of HR consultancy 10Eighty • Have everything you need with you: documentation for the right individual, a script or checklist, tissues (discreetly), water, phone numbers of appropriate staff. • Start straight away.

• Take your time. If you rush you may forget an important point or sound dismissive.

• Acknowledge that you have listened to them… but do not say “I know how you feel”.

• Keep calm and professional at all times – remember this an important, possibly final impression of the business for this individual. • Listen courteously and attentively to any point the individual makes. • Do your best to minimise hurt and anger.

• Build-in breaks to catch up and take a breather – you may need it. • Take time out later to debrief with colleagues.

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CREATIVE HEAD

18/02/2021 16:53

Darren Hockley managing director at business trainer DeltaNet International Make sure you’re doing two simple things: first, communicate to your team what behaviour you want to see. It’s very difficult to over-communicate about good behaviour, so make sure new recruits are on-board right from their first interview. Then continue to document and positively reinforce your code of conduct in handbooks or other training materials – posters in shared areas can work well too. You also shouldn’t be afraid to talk openly and directly about the type of behaviour you expect – the more you do this, the more your employees are likely to get on-board. Second, it’s important that, as a leader, you exemplify the behaviour you want to inspire. This is called ‘setting the tone from the top’. Remember, we learn to do what’s right by following others who do what’s right, so make sure you show good behaviour yourself! You must ensure to respond quickly, directly and consistently. Yes, we should hold employees accountable for bad behaviour, but it’s very important to do so in a fair and procedural way, so that everyone is treated equally. Mixed messages are breeding grounds for bad behaviour, so ensure you’re underlining your expectations with pre-defined procedures that are concurrent across the workplace.

Lynn Baldock regional education manager,at Wella Company UK&Ireland Ireland A stylist is far more than just a stylist. They are key influencers in their clients’ lives; they have the most amazing opportunity to be able to listen to and help with hair issues, offer advice, and create a hair plan. Only the stylist has the knowledge and expertise to know what their client needs to have fabulous hair. This is where the true value of a consultation becomes clear and where we separate the stylists who cover the needs of their clients from the stylists who are influencers and can discover hidden needs they can use and then exceed client expectations. Virtual consultations have been extremely popular. It’s a great way for a nervous stylist to start to embrace retailing. Social media allows us to communicate with clients and particularly in

CREATIVE HEAD

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lockdown, when we genuinely know that the client is struggling to manage their hair, we feel more confident in recommending a new product because we believe we are helping and supporting them. Now it doesn’t feel like selling! The trick is to capture this mindset and to continue to embrace this even when we are back behind the chair. Social media is where the younger generation is inspired to buy. Great images, short how-to videos, and TikTok videos, all capture a client in their own home and stimulates their interest. Maybe retailing has taken a different route? By identifying the social media high-flyers in your business, you could be identifying your next generation of retailers.

18/02/2021 15:52

Simon Harris my salonmanager PRICING IS ALL ABOUT PERCEPTION OF VALUE. LET’S NOT FORGET: THE CLIENT SETS YOUR PRICES, NOT YOU!

Salons with a huge waiting list for forward appointments is a client’s way of telling you that your prices are too low. You know when you’ve hit the ceiling as your clients begin to drop off, because you no longer represent value-formoney in their view. However, that hardly ever happens as most salons massively undervalue their services. The big problem is pricing colour correctly as most salons do more colour than ever before, so it’s vital for maintaining profitability. As demand for bigger colour services increases, a lot of salons are quite priceshy and sometimes charge only half of what the service actually is worth. Take this example of a balayage transformation:

IF A TWO�HOUR COLOUR SERVICE IS MINUS VAT: STAFF COMMISSION �SAY 33%� PRODUCT COST: GROSS PROFIT: PER HOUR:

£120.00 £100.00 £33.33 £20.00 £46.67 £23.33

“We recommen charge rate for d a creative colour the big jobs £80 an hour” of Most salons are shocked at how little they make when they don’t price correctly. Clarity of colour pricing is essential, and has to be as complete as possible. Clients hate being presented with a larger bill at the till than was advertised on the price list. Salons must review pricing twice a year: April and September are months that work well. We recommend colour price and cut price increases six months apart. We have seen from our salons that now they increase some services twice-yearly, they have less resistance from their clients than salons that increase every year, or even every two years. It’s also worth considering the effect of increased National Minimum Wage every April. It reinforces the need to increase prices to ensure you maintain your profit margin.

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Five ways to improve profit through strategic pricing 1. Analyse your actual charge rate per hour. This must give you a comfortable profit margin after paying wages, stock and fixed overheads such as rent, rates, utilities and so on. All your prices should be as near to that desired hourly rate as possible. Then add in the additional cost of products. Remember that products used in highlighting and the larger creative colour services can be as much as 20 to 25 per cent of the whole service!

2. Identify your most popular services. Use your software to

clearly show which services you do the most of and, importantly, have the highest rebooking rate. If it’s cut and finish, and perhaps half-head highlights, then those services could have their prices increased more than other, less popular services.

Ensure that within your salon you have at least three tiers in your price structure (four if you have eight to 10 stylists). This allows clients to move from one tier to another depending on their financial circumstances. It also creates a clear career path for stylists to progress up through the various tiers, based on their performance. It’s vital that you write up some criteria for promotion based around their takings to target percentage, and their rebooking percentage.

4. Increase prices selectively, never across the board. Always

give your clients at least four to six weeks’ notice in writing of an increase. Your price list should be at least A2-sized and displayed in your window, with the lowest tier on the left, and the highest on the right. It looks strange when it’s the other way around, as clients read from left to right and will therefore perceive the salon’s prices as high.

Minimise the gap between wet cuts and cut and finish. Your focus should be on narrowing the gap by increasing the price of wet cuts so that the difference between a wet cut and a cut and finish is minimal. After all, the real value of the visit is the cut. WATCH Simon Harris discuss pricing, proﬁt and productivity on 3 March in our Salon Smart HUB webinar – join now for FREE at creativeheadmag.com/salonsmart/hub

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Caroline Sanderson Ego Hair Design STEP ONE Review your expenses. Analyse outgoings and see in which areas you can save. Insurance and utilities may need renewing, so make sure you are using comparison websites to ensure you are getting the best deal possible, and mark in your diary when they are up for renewal as these costs can soar if you come out of contract. Some outgoings can be frozen until you get back on your feet, so never be afraid to ask. Maintaining your expenses regularly means you can monitor where prices are going up and what is costing you the most, noting down what you may no longer need or where you can switch. If you don’t ask then you won’t receive, so make sure you are communicating with your supplier to ask them for negotiated deals and prices. For example, if you buy a certain amount of X, you might get Y for less or even for free. Due to the detrimental impact the past year has had on salons, companies will be more inclined to see where they can help you while maintaining you as a client.

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listen up! DON’T MAKE THE MISTAKE OF CUTTING BACK ON THE ESSENTIALS YOU NEED TO GROW, SUCH AS MARKETING AND EDUCATION. THIS IS A ‘NEED TO HAVE’ RATHER THAN A ‘NICE TO HAVE’. WITHOUT A SOLID MARKETING STRATEGY IN PLACE, YOUR POTENTIAL CLIENTS DON’T KNOW YOU EXIST STEP TWO Have a tight stock system. This is a way to cut costs as you may find you don’t need to order so much product by being mindful of how much you are wasting. Wasted product is money down the drain, not to mention the impact it has on the environment, so look at your wastage and see where you can save, and give your team a reason to get involved in saving stock. For example, can you tie some savings back to team members?

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Victoria Strain L’OrEAl echnical Content Manager ´ Professionnel Paris Technical We have seen the industry become comfortable with, and widely accepting of, digital upskilling since last year. The benefits of learning in your own environment through digital mediums will continue to grow this year, especially as people in the industry look for ways to educate themselves or their team for free or on a small budget. Things to watch out for from L’Oréal Access (lorealaccess.com) include more education that is designed to be undertaken before hands-on courses, allowing theory to be digested in your own time. This results in retaining knowledge and learning at your own pace, which is much more effective than a one-off classroom situation. It also means students can get hands-on straight away when on a course, cementing knowledge through experience, rather than having to spend just as much time on theory on the day. One of our new educational formats, and something that we are super-proud of, are the ‘practical e-learning’ courses. They are designed to support hands-on training at your own pace, in your own space, free of charge. Each course outlines what you need to complete it, which usually involves a tuition head, some basic products and your usual kit. I think we will see more and more tools that are self-guided and on-demand such as this. While live classroom formats are great and will continue to grow, they don’t offer the same flexibility and resource shelf life. I expect innovative formats like this to continue to spring up throughout 2021.

Luke Evans vice-president general manager at Aveda UK There has been a huge shift towards online shopping for salon products. While this wasn’t anything new for many clients, there was a large percentage who may never have shopped this way before and, having had no other choice when the first lockdown started, are now used to the concept. To help, Aveda has created an integrated e-commerce retail sales solution, designed in collaboration with salons to help boost their sales. Salon A Commerce enables salons to drive incremental retail sales by selling products online without any of the time, investment or inventory management traditionally associated with an e-commerce presence: • It allows salons to now offer their guests retail products online in-between visits • Salons earn 15 per cent commission on all retail sales associated with their salon via aveda.co.uk From salons who have already trialled this and had not been offering any kind of online shopping before, they have found that new clients shopping online has gone up by a huge 1,600 per cent. So, while this initiative has been created for Aveda salons specifically, if you haven’t thought about offering an online service to your guests before, now is definitely the time to do so.

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Scott Dance SalonRevenueGrowth.com A great way to immediately increase revenue for your salon is to send an addon offer by SMS. This could be an exclusive offer you can text first thing in the morning to your clients for that day, which can read something like this:

FOR ONLY OUR CLIENTS TODAY! ADD A EXCLUSIVE OFFER FROM �YOUR SALON� FOR JUST �£XX�, USUALLY VALUED AT �SERVICE�PRODUCT� TO YOUR BOOKING SPECIAL SIMPLY TEXT BACK WITH �£XX�! IF YOU’D LIKE TO USE THIS ONE�OFF WHEN YOU ARRIVE. SEE YOU SOON YOUR NAME OR ADD TO YOUR BOOKING

Some key points: • The whole point of the add-on offer is to get your clients to add something to their bill on impulse. A cheap, short service that costs £10 to £20 is ideal.

• By starting your text message with “Exclusive offer from [your salon] for ONLY our clients today!” you’re making it clear that this offer is only for customers who have already booked and that it’s an add-on only, which is only usable today. Create that FOMO! • Provide not only the offer price, but also the usual price so your clients can see just how good the deal they’re getting is.

• If you have just one client per day using a £15 add-on offer, in a six-day week that’s £90, which is nearly £400 a month just from spending 10 minutes each morning sending a few text messages. It all adds up!

Kate Palmer

Symmie Swil

director of HR Advice at Peninsula

head of SME banking at Starling Bank

• Create a business case detailing why redundancies are needed, what you have done to avoid them, who will be affected, and so on. • Confirm to the employees that their role is at risk and begin consultation with them. This needs to be done regardless of how many employees are affected or who will be made redundant. It also applies even if the outcome is unavoidable, for example if the salon is closing down. There is no set time limit for a consultation, but it needs to be meaningful. • If you are downsizing the workforce, undertake a selection exercise by scoring stylists against a set criteria, making the lowest scorers redundant. Criteria will be different for each salon, but examples include: performance (such as client retention, new customer referrals, number of complaints), sales ability, absence levels (not disability or pregnancy related), and timekeeping. • Consider any other role that those who are to be made redundant can do to avoid them having to leave the salon. • Confirm redundancies, give employees their contractual notice and calculate any statutory redundancy pay due.

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1. Know your balance and any outstanding debt. The new generation of mobile business banking apps, such as Starling, give you an instant breakdown of what’s coming in and where it's all going. It takes a little getting used to, but being open about money is the first step in transforming your relationship with it. 2. Time is money. Use a business account that offers free integrations with accounting tools, so you can manage your invoices, bills, tax, VAT and more from your bank account, 3. Stay informed. The world of work has changed dramatically. Take time to understand the help that is available for business owners, from grants and loans to free advice. 4. Trim the fat. You need to be honest and identify outgoings you can reduce, or expensive debt to be paid down. One easy first step is to close any dormant bank accounts and consolidate your money in one place. This will make it easier to assess your financial health, which is now really simple, thanks to the Current Account Switching Service (CASS), which does it all for you. 5. Check in with yourself. Running a business can be stressful. Starling Bank has 24/7, UK-based customer support that means customers can chat whenever they have a question.

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Slideaw ay N E W F RO M SE S CL IEN T S TO SION FAVOU R IT E A N DY ‘T S T HOSE A N N AG’ T H EIR H A IR . W H ET M IT H IS H A IR SLY DZ , A WAY FOR OY ING BIT S H ER T H AT’S A N D PIECE S IT’S A FR E SH OR JUST M A K EEPING IN CH ECK WAY OF T R E K IN AT ING ACCE S SOR IE S. W G A STAT EM EN T, H AT’S YOU R V IBE? P HO T O GR A P H Y BY DA N N Y LOW E

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18/02/2021 15:59

CREATIVE DIRECTION AND HAIR Andy Smith (@andyatagency @andysmith_stylist), with Abigail Jarrold (@abbey.jarrold). PHOTOGRAPHY AND VISUAL CREATIVE DIRECTION Danny Lowe (@dannylowe__), assisted by Morgan Eve Russell (@morgann_eve). SET CO-ORDINATION Lesley Jennison (@lesleyjennison). MAKE-UP Andrea Gomez Anzola (@andreagomezanzola). STYLING Clare Frith (@clarefrithstyle). VIDEOGRAPHY Patrick Clarke. CASTING Nick Forbes Watson (@nickfw). FILMED AT @effrasocial

Can I go back to work yet? I’m missing my clients and @hunte r.collective tea m

Purple Rain and Virgin Pink Ba lay ag e actio n wit h @lorealp ro an d @creativeh ea dm ag #s elf sty led su nd ay s

In the

Thank you to everyone who watched my @lorealpro freehand masterclass online for #selfstyledsundays

frame Harriet Stokes (@harriet_stokes), a newly-freelance colourist based at Hunter Collective, snaps away

F inished looks from the Bitesiz e Balaya ge Breakdown @huma nkindh air

SHOOT AND SEND Want to give us a snapshot of your world? Tweet us at @creativeheadmag now!

Have fun experim enting and break the rules @baby lissprou k @pulpriot.uk

#TB Thank you @pulpriot.uk for such an incredible day #PulpFest

F irst shoot after lockdown 1.0 and as a freelancer @creativeheadmag @babylissprouk 74

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So gratefu l for all of the support that @anne liese-hesse and I have had since launching @hu manki ndhair in Octobe r

#recha rging @loreal pro @loreal pro-educat ion-uki @brazilianbon dbuild eruk @salonsdirect @huma nkindh air CREATIVE HEAD

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