Creative HEAD UK March 2022 by Alfol Publishing

£4.50 MARCH 2022

In print•online•everywhere!

SHINE BRIGHT LIKEIN PRAISE A DIAMOND OF GLAZE 001_Cover March8.indd 3

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HOUSE House GLAZE Glaze

CR EATIV E HE AD PA RT NE RS HI P

WELCOME TO THE f

WE WANT IT… WE NEED IT… WE’RE GONNA GET IT… Dip into those hashtag searches and you’ll know women are obsessed with supershiny and healthy-looking hair. We’re talking the kind of gleam that’s set to full beam, bouncing that light around their Instagram with a translucence that’s akin to sunbeams streaming through stained glass. Are you gonna give it to them? Then let Creative HEAD, in association with Wella Professionals, open the door to our residence of radiance – the House of Glaze! Across five fabulous floors at Most Wanted award-winning Electric Space in London, we tasked four Instagram influential colourists – our Glazers – to arm themselves with new Shinefinity from Wella Professionals and saturate us with shine. Jordanna Cobella, James Earnshaw, Daisy Goord and Zoë Irwin did not disappoint, each delivering a take on glossy, gorgeous, consumer-friendly colour. But that was just the beginning… 15 artists killing it on social media were handpicked to join in the fun, bringing their own models to get playing with technique, glaze and TikTok-worthy results, all while trialling Shinefinity for the first time. The biggest colour innovation from Wella Professionals in a decade, Shinefinity is zero lift and zero damage demi permanent colour that delivers super serious shine. Divided into teams – warm, cool, creative and natural, each one led by one of the Glazers – these artists from across the UK and Ireland were about to discover just how shiny bright the future of colour could look. STUDIO PHOTOGRAPHY Lily Craigen, assisted by Richie Barker HAIR Jordanna Cobella, James Earnshaw, Daisy Goord and Zoë Irwin, using Shinefinity by Wella Professionals, assisted by Suzanne Alphonse, Lorna Bell, Abby Kadir and Nicola Emberson at Wella Professionals MAKE-UP Tricia Woolston using Urban Decay and Fenty Beauty, assisted by Jayne Ionica and Margherita Fabbro FASHION Issie Gibbons at Stella Creative Artists, assisted by Matilda Oliver MODELS Maddie, Maya and Nathalie at The Hair Desk; Lottie Kemp; Renell at Body London PRODUCTION The Creative Partnerships Team at Creative HEAD IN PARTNERSHIP WITH Wella Professionals SHOT AT Electric Space STAGING Sync Studio REPORTAGE PHOTOGRAPHY Harvey Williams-Fairley

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THE CREATIVE ONE: JAMES EARNSH AW @JHAIR_ST YLIST

FOR ALL FORMULAS FROM THE GLAZERS, HEAD TO CREATIVEHEADMAG.COM

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Post lockdown, there’s a little rebellion in the (h)air. Pinterest forecasts rebellious hair as a serious trend for 2022 as consumers revolt against the restraints of lockdowns and social distancing, and searches for brighter, bolder colours are sky-rocketing . We need someone creative to get glazing… Well, hello James Earnshaw, digital ambas sador for Wella Professionals! James em braced the creative colour challenge with Sh inefinity by his side. This was a tale of two hal ves – beautiful, sheer glossy lilac on one, a kis s of bubble gum pink on the other – that will stay true to tone as it fades. “It just feels so modern and beautiful,” says James. “The colour palett e itself is one that a client would open up and say: ‘I want that shade’.” Sealed with a sw ish!

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the Not everyone wants times a little boost me so n; tio ma for trans dy bestowed is all of what nature’s alrea of warmth, a kiss you need. A whisper t’s hair but just a of cool – it’s your clien potential damage little bit better. And cle for some when can be a major obsta raised, especially the topic of colour is d coils. Anything you guests with curls an the integrity of the use needs to respect key. Well, this is all hair, and hydration is ative fire. The Wella fuel to Zoë Irwin’s cre lour trend expert has Professionals UK co r work in recent dedicated much of he ces and techniques years to colour servi with Shinefinity’s for textured hair, and promise, her glaze zero damage, zero lift luxurious, beaming was on point – rich, ’s a very pretty with healthy shine. “It s of Shinefinity is es palet te and the softn Zoë. “I love the way really exciting,” says the salon.” Oh my it’s going to work in days, this glaze!

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IN THE NATURAL ONE: ZOË IRW @ZOEIRWINHAIR big

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THE COOL ONE: DAISY GOORD @DAISY_GOORD

Hair by Wella Professionals team

Okay, it might have become something of an obsession. Cool tones, icy finishes, banish-that-brass blondes have reigned supreme for an eternity (well, in social media terms anyway). Yes, we’re seeing warmer shades fighting back but let’s face it; cool blondes aren’t going anywhere. See Exhibit A: this easy, breezy and a little bit freezy glossy glaze from Daisy Goord, who delivers banging blondes all day. “I was getting asked all the time: ‘how do you do these colours without bumping the root?’ It would be about five or six steps to avoid that,” says Daisy. “Now it’s just one product. It’s all so much easier with Shinefinity.” It’s as reflective and shiny as an ice sculpture. Ring lights at the ready…

THE SPEEDY ONYeE s, it’s rich,

Yes, it’s gleaming. al reflects. and lush with multi-ton the potential But this finish – and peal to of glazing that will ap s owners – is clients and to busines st 20 minutes also super-speedy, Ju l see a result – or less! – and you’l illed with. that guests will be thr n get an even Use heat, and you ca us-in-a-flash more intense, fabulo solutely! finish. Quick win? Ab

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Have you noticed your clients craving for a bit of copper? After years of oh-so-co ol toned blondes, there has been a visib le shift to something a little warmer to heat up the palette we’re playing with. We’ve seen celebrities playing with a spectrum of reds, extending an invitation to those clients to take the plunge if they’ve been mulling it over but haven’t dared actually do it. Jordanna Cobella, queen of the colour menus and moodboa rds on display at Cobella, was an obvious choice to get warm and toasty with. “This is defin itely a product I have been begging Wella to bring out,” she laughs. “Zero lift and zero dam age are real USPs, perfect on very bleached hair like my own.” She’s serving us dimensio n with intense, beautifully blended red thanks to Shinefinity, and a heap of ’70s nostalgia with that burned russet result. That’s hot!

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THE WARM ONE: JORDANNA COBELLA @JORDANNACOBELLA

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TEAM COOL

SUZANNE ANDERSON @sandersonhair

SOFIA DIN @hairbysofiax

ABBIE GRANT TINT @abbiegranthair

ASHA LAHEL @ashaxhair

THEY GOT TEAM NATURAL

JASON ALLEN JASON ANTHONY & CO @jasonanthonyhair

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RONAN DONADON @ronanhairs

JAYDE COLLINS HUNTER COLLECTIVE @jaydecollinshair

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RHEANNA WOOD SANDY WOOD HAIR @rheanna_w_hair

GUSTAV FOUCHE GUSTAV FOUCHE @gustav_fouche

VERONICA WYSOCKA JOSH WOOD COLOUR @veronicacolour

GAME

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TEAM WARM

MARLEY XAVIER @marleyxavier

LET’S SEE WHAT OUR HAND-PICKED GLOSSY POSSE DID WITH THEIR MODELS AND NEW SHINEFINITY. TEAMS COOL, WARM, NATURAL, AND CREATIVE, EACH WITH THEIR OWN TEAM-LEADING GLAZER ON HAND, GOT TO GLAZING. WARNING: BLINDING GLEAM MAY AFFECT YOUR VISION

TEAM CREATIVE

CRISTINA FAZZONE @cristina_fazzone

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ARIF ARIKAN ALICE & THE HAIR @hairbyarif

KAT DUKE WILLIAM GUY @kat.loves.colour

AISLING KENNY HOUSE OF COLOUR @aislingkenny_hoc

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WANNA BE FRIENDS? SLIDE INTO OUR DMS…

, MORE TECHNIQUES, MORE TRENDS. …AND YOU’LL SEE MORE SHINE, MORE ACTION AYS WELCOME AT THE HOUSE OF GLAZE! ALW ’RE YOU – B CRI OUR AT N OPE IS R DOO THE

’GRAM GOODNESS

ACTION COLOURISTS INSee styling that all the painting, foiling, glazing and

Look what we did! l-up tiveheadmag.com – all there to leve took place under our roof at crea your glaze game!

anna Pictured from left: Zoë Irwin, Jord rd Goo y Dais , shaw Earn es Jam Cobella,

This house party was packed with Instagrammable moments to help t of Glazers and artists make the mos ted their day and share what they crea re We’ s. wer follo and ts clien r with thei es! talking Insta fame from these man Check out #HouseofGlaze

NDS DISCOVER THE TRE as a star

Glazer Zoë Irwin pulled double duty ng her guest at the House of Glaze, deliveri ing shar AND coils sy glos stunning model’s talk let’s – e Nop ? hair ’ her take on trends. ‘Red red, bronzed cayenne ochre, spiced cinnamon m for more! g.co dma hea maple. Head to crea tive

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BOOST YOUR PROFITS

All of our house guests were excited that glazing would help boost their profits – go to creativeheadmag.com to find out how!

THIS IS JUST A TASTER OF THE HOUSE OF GLAZE ACTION WE HAVE SO MUCH MORE ; ONLINE FOR YOU TO ENJOY. GET THE FULL GLOSSY PICTURE OF GLAZING WITH WELLA PROFESSIONALS SHINEFINITY AT CREATIVEHEADMAG.COM AND @CREATIVEHEADMAG

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GREAT EXPECTATIONS SOME CLIENTS EXPECT DAMAGE FROM COLOUR, DREAD IT EVEN. THAT ALL CHANGES WITH THE INTRODUCTION OF WELLA PROFESSIONALS’ NEW COLOUR INNOVATION: SHINEFINITY ONE OF THE biggest barriers to clients seeking to change their hair colour has been, and will always be, damage. Because when clients think of hair colour, they assume that colour services are abrasive and harsh. They don’t stop to consider that, just like their smartphones, TVs and other tech, hair colour technology has been evolving too. Shinefinity has arrived to deflect every wrong assumption of what hair colour must mean. This new innovation from Wella Professionals is the brand’s biggest launch for a decade, and will shake up your colour services. Give yourself, and your client, an array of new colour options to play with – all without worry of damage, and the promise of envy-inducing shine.

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CREATIVE HEAD

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CR EATIV E HE AD AD VE RT OR IA L

AT A GLANCE

Up to six weeks of long-lasting colour glaze* Zero lift, zero damage True-to-tone, reliable colour results No-drip gel cream Balanced pH technology Clean formula Sustainable packaging *Provided hair is washed threetimes a week

CREATIVE HEAD

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GLEAM AND GLAZE

Shinefinity’s fluid and flexible formula is designed to give you endless versatility. Whether you’re a fan of precise brush and bowl application, or you like to go in straight from a bottle, the no-drip gelcream formula has your back. Its balanced pH technology gives you a long-lasting colour glaze, while retaining natural hair’s healthy shine and feel. It starts at a mildly alkaline pH, for optimal colour formation, before the pH slowly drops to a gentle acidic point of no less than 6.5, to ensure no additional lift and no damage. Simply mix your colour at a 1:1 ratio with the activator and apply. Apply how you say? That’s the beauty of Shinefinity – however you like! You can use the colours after blonding services, as a standalone colour service or on virgin hair, for an irresistible silky hair feel and healthy-looking shine. And it works fast – within 10 to 20 minutes in fact – making it the ultimate service for clients who are pressed for time. You can add heat for more intense results, and no post-colour treatment is needed. Shinefinity is your one-stop shop for effortless, stunning colour.

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LET THERE BE LIGHT

SHINEFINITY SERVICES WILL HAVE YOUR CLIENTS BELIEVING IN MIRACLES. HERE’S HOW…

SHINEFINITY GLAZE

THE SIGNATURE SHINEFINITY SERVICE! This is ideal for clients who want to play with colour on their pre-lightened hair, or to add an ultra-natural sheen to virgin hair. Simply apply Shinefinity colour to towel-dried or dry hair and allow to develop for 20 minutes.

CORRECTIVE GLAZE

FOR CLIENTS WHO NEED TONES TWEAKING! Shinefinity is a stellar suggestion for correction services. Balance moderate unevenness or darken without pre-filling by applying on dry hair for maximum saturation. In 20 minutes your client will be good to go.

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CREATIVE HEAD

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CR EATIV E HE AD AD VE RT OR IA L FOR WHEN YOU NEED TO RESTORE SHINE IN A SNAP! This is a great option to keep clients coming in between colour appointments to adjust or enhance their colour until their next key appointment. Shinefinity needs just 10 minutes* to work on towel-dried hair for a quick, effective refresh.

*When using the Shinefinity Power Shades. Not all shades are recommended for 10-minute development time.

SPEED GLAZE

BALANCING GLAZE FOR BESPOKE APPEAL!

Don’t worry, Shinefinity plays well with the rest of Wella Professionals’ colour portfolio. Use it to complement Koleston Perfect for balancing lengths and ends, or ILLUMINA COLOR on the root. Apply your root colour as usual, develop for 10 minutes then apply your Shinefinity shade to the lengths and ends for another 20 minutes.

SERENE SHINE

Every effort has been made to make Shinefinity as clean as possible. The formula contains: ZERO ammonia ZERO silicones ZERO drying alcohols ZERO direct dyes ZERO animal-derived ingredients

What’s on the outside counts too! Each tube of colour comes in a box made of 85 per cent recycled cardboard, while the tubes themselves are 100 per cent recycled aluminium. Those fiendish caps that often let down environmental efforts? Not the case here, with a 100 per cent PCR cap.

EXPERIENCE THE SIGNATURE SHINEFINITY FINISH AND FORMULA FOR YOURSELF AND SHINE ON. FOR MORE INFORMATION CONTACT YOUR LOCAL WELLA STUDIO, OR VISIT UK.WELLA.PROFESSIONALSTORE.COM @WELLAHAIRUKI #ASKFORWELLA #WELLACOLOUR CREATIVE HEAD

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HAIR GenNOW 2021 Team CREATIVE DIRECTION Luke Benson STYLING Jennifer Michalski-Bray MAKE-UP Lam Ngyen-Grealis PHOTOGRAPHY Kevin Luchmun

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2022/23 ARE YOU NEW TO THE INDUSTRY AND LOOKING TO DEVELOP YOUR HAIRDRESSING SKILLS AND BUILD YOUR PROFILE UNDER THE EXPERT GUIDANCE OF SOME OF THE INDUSTRIES GREATEST CREATIVES? Wella are offering five lucky hairdressers a one-year mentoring experience with award-winning creatives:

NIKKI CLIFFORD

@NIKKICLIFFORD_HAIR

MICHAEL GRAY

@MICHAELGRAYHAIR

JORDANNA COBELLA @JORDANNACOBELLA

SYD HAYES

@SYDHAYESHAIR

DURING THE MENTORSHIP YOU WILL: //Develop your skills & craftsmanship // Grow your profile // Attend creative photoshoots // Network and present at industry events // Inspire and educate the next generation of hairdressers // Work towards becoming a Wella Craft Expert

WHAT YOU NEED TO HAVE: // 3-8 years of hairdressing experience // Confidence when colouring, cutting and styling // Strong social media profile // Passion for Wella brands

HOW TO APPLY: // Entry is via Instagram tagging @wellahairuki adding the hashtag #WellaGenNow // Create a grid post showing a minimum of 3 examples of your hair work (images or video) // Tell us about yourself in the caption, your passion, experiences and why you want to be on the team

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ENTRIES CLOSE 31ST MARCH 2022 Find out more or email Wellaevents@wella.com @WellaHairUKI #WellaGenNow

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Powered by advanced lithium technology for ultimate cordless cutting performance. Our heavy-duty Super Motor range of professional grooming tools feature ultra-sharp Japanese Steel blades and a high-torque brushless motor for smooth precision cutting, outlining and detailing. And the Titanium Foil Shaver gives exceptional fading and blending.

Introducing a new collection of four vegan, multitasking essentials from John Paul Mitchell Systems® that create a retreat for your senses and restore hair and skin. Inspired by the meditative practice of forest bathing, Tea Tree Hemp delivers an earthy, mind-balancing aromatherapy experience.

HARNESS THE POWER OF HEMP

We’ve harnessed the highly restorative properties of hemp in 3 ways to help balance the needs of hair and skin with essential moisture and protein.

* Tea Tree Hemp does not contain THC or CBD. Made without SLS, SLES, ALS.

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For more information, contact our friendly team on 0845 659 0011 or email hello@salon-success.co.uk Visit our website salon-success.co.uk/teatreehemp. Also available online at salon-services.com

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#PMCleanBeauty

Good for hair. Good for the planet. Find us on

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and

at Paul Mitchell UK

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Treat hair to sustainable style. Introducing three new styling products to the award-winning Clean Beauty collection, these gentle products are infused with Flax Seed and Ferulic Acid to nourish and protect strands for a guaranteed good hair day. Our 100% vegan products feature clean formulas, organic botanicals and carbon-negative packaging. Clean Beauty is manufactured using good vibes and 100% certified clean energy, which helps reduce pollution and greenhouse gases. It’s the ultimate farm to bottle experience. Conscious hair care As a company with a long heritage in giving back and caring for the earth, Paul Mitchell® is committed to a more sustainable future in a number of ways: decreasing the use of virgin plastic, reducing our carbon footprint, sourcing sustainable and ethical ingredients, and minimizing the waste going to landfills. Paul Mitchell® Clean Beauty is the perfect culmination of these eco-conscious commitments.

For more information, contact our friendly team on 0845 659 0011 or email hello@salon-success.co.uk. Visit our website salon-success.co.uk/cleanbeauty

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EDITOR’S LETTER26 iiiiittttt 60 t i LIST LIST

LIST LIST LIST LIST

JOIN US!

March is THE month #MWIT22 is a go! The Most Wanted and It List 2022 Awards are officially open for entries; and with more So many salons are still reeling from the lockdown by proxy that categories than ever before, Christmas bestowed, and all the cancellations that came with including a few fresh trophies it, on top of the loans and back rent that are also hanging over up for grabs, could this be business owners. The idea of facing the significant challenge of your lucky year? For all adapting a business to ensure its more sustainable too might seem the important details and like a step too far. But you’ll be pressed increasingly by clients and dates, hurry to page 60! staff to show that this is something you’re taking seriously, so don’t And don’t forget our put it off. We have a 10-step guide to help you clean up your business business networking from page 48, and our Most Wanted Sustainability Hero winners Anne event Salon Smart is Veck and Keith Mellen continue to share their insight too as our contributing back with a bang on editors, on page 44. Boosting your income is high on the agenda for all, so check out 21 March – a new format, our features on building your extensions business (page 72) and the opportunities location, and experience high-speed colour services bring (page 10 of your free PAINT supplement). awaits. Not got your ticket? Speaking of Most Wanted, we’re launching our 2022 awards along with a Don’t delay, see page 56. new-look It List, see page 60. I can’t wait to start reading through stories Independent hair stylists, of resilience, community, innovation and inspiration. Make sure Self/Styled Sunday goes online yours is one of them! on 3 April – look forward to sessions with Alan Edwards, Dionne Smith and Kenlee Taylor. Check out the full Amanda Nottage line-up on page 68. As always, Editor you can keep up-to-date at creativeheadmag.com/events

amanda@alfol.co.uk

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creativeheadmag.com

creativeheadmagofficial

@creativeheadmag

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VIBRANT AND RELIABLE

TRANSFORM THE ORDINARY INTO THE EXTRAORDINARY. A professional colour toolkit with a vast palette of vibrant colours for endless possibilities. Bring out the artist in you. To find out more or to become a Revlon Professional or ProYou stockist contact us on 020 7391 7440 (UK) or +353 (0)1886 9313 (IE) or browse for more information at revlonprofessional.com P

March WHAT’S INSIDE

OUR CONTRIBUTING EDITORS

SYD HAYES, Q CUT

MARK MACIVER, SLIDERCUTS

SUBRINA KIDD

MURRAY MCRAE, STAG

BUILD YOUR EXTENSIONS

It’s a perfect opportunity to expand services and boost clientele – what are you waiting for?

KEITH MELLEN & ANNE VECK, ANNE VECK

SHARON ROBINSON

ON THE COVER

Hair by Jordanna Cobella, James Earnshaw, Daisy Goord, Zoë Irwin, and the Wella Professionals team using Shinefinity. Photography by Lily Craigen. See the cover section for the complete credits

CLEAN UP YOUR BUSINESS HARRIET STOKES, HUMANKIND HAIR

EDITOR

KY WILSON, THE SOCIAL

We have a 10-point action plan to make your salon lean and green

ONLINE AND DIGITAL ASSISTANT

CREATIVE PARTNERSHIPS ASSISTANT

ART DIRECTOR

ONLINE AND DIGITAL EDITOR

CREATIVE PARTNERSHIPS MANAGER

NICK JABBAL

ALISON ROWLEY

JENNY BROOKS

CHIEF SUB EDITOR

BRAND MANAGER

CREATIVE PARTNERSHIPS DIRECTOR

AMANDA NOTTAGE

DEPUTY EDITOR DEBORAH MURTHA

KELSEY DRING

ADAM WOOD

NAOMI SCROGGINS

DIGITAL DESIGNER

COMMERCIAL DIRECTOR

EVA VESTMANN

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LAURA TUCKER

NATASHA PEARS

JOANNA ANDERSEN

PUBLISHER

CATHERINE HANDCOCK

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

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

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

17/02/2022 14:43

MINA EL HAMMANI, ACTRESS

REDEFINING CURLS RE/START

Introducing RE/START CURLS. From wavy to curly or coily hair, our exclusive dual-action KerabioticTM TRI-DEFY system deeply nourishes and defines textured hair from the roots by balancing the scalp’s microbiome. A highly sensorial and customizable skincare inspired range, selectively formulated only with the ingredients your curls need. Powered by Skincare, Proven by Hair Experts. To find out more or to become a Revlon Professional stockist contact us on 020 7391 7440 (UK) or +353 (0)1886 9313 (IE). Order online at revlonproshop.com or browse at revlonprofessional.com

IN THE KNOW A SELECTION OF THE ESSENTIALS

The search is on for five creative stylists the Wella Professionals GenNOW team. It’s open to all stylists 18 and over with three to eight years’ experience, based in the UK or Ireland. Salon and freelance hairdressers can apply, but a strong digital profile is a major advantage, along with a passion for cutting, colouring and styling combined. Deadline is 31 March. Find out more at wella.com/gennow

T LEVEL QUALIFICATION GETS A NEW NAME

THE NEW FLAGSHIP Level 3 qualification for 16- to 19-year-olds has been renamed T Level Technical Qualification in Hairdressing, Barbering and Beauty Therapy, to better reflect its occupational specialisms. Originally called T Level Technical Qualification in Hair, Beauty and Aesthetics, the name change resulted from amendments being made to the content that sees a transition away from aesthetics, and the inclusion of barbering, thanks to feedback received from employers, providers and professional body members. The T Level technical qualification was developed in partnership with VTCT for the hair and beauty industry.

Most Wanted Best Salon Team 2021, Stag

W WELLA SEARCHES FOR NEW GENNO to join

iiiiittttt it LIST LIST

LIST LIST LIST LIST MOST WANTED AND IT LIST UNVEIL NEW AWARDS The Most Wanted and It List Awards are back for 2022, with new categories and a fresh new look for the It List competition. Education Expert joins the line-up of Most Wanted categories, and has been added to find an individual or team delivering exceptional education for the industry. This follows the addition of new categories Sustainability Hero and Texture Expert last year. The Salon Stylist joins as a new category for the new-look It List, aimed at a young hair professional demonstrating stand-out skills behind the chair. There’s also the One to Watch trophy, which replaces the It Guy and It Girl awards. “Since they launched, the Most Wanted and It List Awards have been brilliant at spotlighting and celebrating the best of UK and Irish hairdressing in a way that is credible and meaningful,” said Creative HEAD publisher, Catherine Handcock. “These new categories and changes ensure we are giving the industry the most relevant and inclusive platform to showcase their talents and achievements. We can’t wait to see what everyone shares.” The deadline for entries is 23 May, with finalists revealed on 15 June. Keep 5 September clear in your diary for the Most Wanted and It List Awards Grand Final. The full list of categories can be found from page 60, for competition rules and information on how to enter, visit creativeheadmag.com/mostwanted and creativeheadmag.com/theitlist. Follow @creativeheadmag #MWIT22 on Instagram for regular updates.

KEVIN PAUL FINNELL

CREATIVE HEAD WAS saddened to hear of the death of Kevin Paul Finnell, co-founder of F&M Hairdressing in Barrhead, as we went to press. He died suddenly following a heart attack, aged 57. Our thoughts are with his husband and salon co-founder Brian MacMillan, his family, team and clients.

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CREATIVE HEAD

16/02/2022 15:28

OROFLUIDO™ Orofluido, a wellness journey in which our one-of-a-kind golden argan oil becomes the essence to provide self-care from head to toe. It is an invitation to sense the Mindful Beauty and reconnect yourself. That’s what we call:

To find out more or to become a Revlon Professional stockist contact us on 020 7391 7440 (UK) or +353 (0)1886 9313 (IE). Order online at revlonproshop.com or browse at revlonprofessional.com

THE L’ORÉAL COLOUR TROPHY SEMI-FINAL DATES NEED A PLACE IN YOUR DIARY! 27 March Scottish Region, Glasgow 28 March North Western Region, Liverpool 29 March North Eastern Region, Leeds 30 March Western Region, Cheltenham 3 April Northern Irish Region, Belfast 6 April Eastern Region, Cambridge 10 April Southern Region, London 10 April London Region, London For more details, visit lorealcolourtrophy.com

Fresha e launches onlin store function

a new Fresha has unveiled feature on its cust omisable st ore pointment subscription-free ap lons and system to enable sa sily sell independents to ea a online, se t-up takes matter of minutes!

BOOK IT!

CONSULTATION SPECIALIST

THE CONSULTATION IS an art form, one that, if handled correctly, can help entice clients to book more and boost your income. This Goldwell course will show you ways of consulting with your clients that lead you to offer the correct service, every time. Understanding both hair and client needs are vital to successful services, and you’ll explore how to use the language of persuasion in the real world. It will also help you be confident to communicate with your client about service times and costs. WHEN 8 and 9 March WHERE Online (theory) and Kao Salon Academy, London (practical) BOOK 020 3540 1200

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Everybody’s talking about…

The new-look Salon Smart @creativeheadmag It was always going to be exciting to be back at Salon Smart, the business networking event, IN REAL LIFE for the first time since 2019. But it’s a totally new look, at a new venue, with a new agenda – and there’s plenty to get animated about. The Monday 21 March programme is a packed single day, in association with L’Oréal Professionnel Paris and Treatwell, that’s led very much by your stories to help you tackle key industry issues and help answer those big burning questions. There are panel talks on topics such as texture, sustainability, and gender, alongside super-practical sessions on subjects such as pricing and new revenue streams. Think Most Wanted and It List Award winners such as Sophia Hilton, Anne Veck, Lisa Farrall and Brooke Evans, alongside industry heavyweights including Errol Douglas MBE, Charlotte Mensah and Hellen Ward. It’s an action-packed day to be sure, so you’ll be thrilled to know that there’s a prosecco-fuelled networking session at the end of it all. Top up that glass, you’ll have earned it! Salon Smart 2022 will be at The Chain and Buoy Stores in London on Monday 21 March, turn to page 56 for more information. Buy tickets at creativeheadmag.com

£496.2M

THAT’S WHAT MULTI-ETHNIC CONSUMERS IN THE UK SPEND ON HAIRCARE. HOWEVER, 22 PER CENT OF ALL MULTIETHNIC CONSUMERS – AND 30 PER CENT OF BLACK WOMEN – SAID THEY NEED TO GO TO SPECIALIST SHOPS TO GET ALL THEIR HEALTH AND BEAUTY PRODUCTS. THE FINDINGS COME FROM THE BLACK POUND REPORT 2022, A COMPREHENSIVE ANALYSIS OF MULTIETHNIC CONSUMERS UNDERTAKEN IN THE UK, REVEALING THEIR SPENDING POWER AND THE UNTAPPED OPPORTUNITIES FOR UK BUSINESSES. OVERALL, THE SURVEY IDENTIFIES £4.5BN IN ANNUAL DISPOSABLE INCOME THAT’S BEING OVERLOOKED BY BIG BRANDS.

CREATIVE HEAD

17/02/2022 14:44

Face Facts: NEW REVENUE IF YOU’RE ATTENDING Salon Smart 2022, there’s a session you won’t want to miss. The New Rules of Engagement: How to Engage Your Clientele and Establish New Revenue Streams in a Post-Covid World, led by brand agency Sync Studios’ co-founder Ebony Atakorah. It’s an essential dive into how to help your business keep income flowing in. How are some owners doing it already?

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Ronan Stewart at Derry’s Atelier introduced personalised product manuals. “The stylist and client fill out a survey together to assess client’s hair, then we show what we’ll be using and why on the booklet and leave it with them,” he explains. “Within a week product sales jumped 11 per cent.”

@THE_WIG_ACADEMY Session stylist Pablo Kümin has launched an education hub to share the secrets behind the art of wig work. Wig Academy’s Instagram is bursting with beautifully shot pieces showcasing Pablo’s outstanding talent, built on a foundation of work with charity organisations and honed during years backstage with Eugene Souleiman. Whether your interests lie in creating seamless hairlines or letting your imagination run wild, the slick classes and inspirational content are well worth a look.

•

KAM Hair and Body Spa’s Karen Thomson decided to focus on an online shop during lockdowns. “We continue to run these post-lockdown and have had a great deal of income from them. To engage clients further we send out weekly newsletters and put together special occasion gift sets.”

CATCH-UP

•

Harness & Mane’s Gunel Kelly got the sense that their customers were feeling disconnected post-lockdown. “To enhance our credibility as an alternative, sexpositive business, we started to run fetish life-drawing classes” she says. “These have been a great success in driving footfall and generating online content.”

•

Look at what customers ask from you; they’re indirectly telling you what to sell. “Clients often ask if we sell combs or brushes, and for advice on products. I decided to produce my own line as a result,” says SliderCuts Studios’ Mark Maciver. “Listening to your clients can help you establish new revenues.”

OUT MORE FIND ABOUT SALON SMART –

TURN TO PAGE 56 OR VISIT ART NSM CREATIVEHEADMAG.COM/SALO 24

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Sales of candles and diffusers rocketed during lockdown as we all appreciated the power of scent on mood and wellbeing. This is also the case in the salon, where you can create a mood for your guests and your staff with the help of this nifty Alexandra Kay Time to Breathe ceramic diffuser. It emits a fresh, fine mist of essential oil blend at the touch of a button – we recommend the Time to Smile Blend (£20), which revitalises the mind and boosts happiness. There’s also an automatic safety switch-off setting. Diffuser costs £75, with 10 per cent net profit donated to The Ehlers-Danlos Support UK charity. greenpeople.co.uk

The new Schwarzkopf Professional Young Artistic Team 2022 has been revealed. They are Max Andrea, Claxton Hair; Rhys Chiwara, November Collective; Mark Hammond, Farah Naz Hairdressing; Zack Hammond, Hooker & Young; Caitlin Trenholme, Salon 3; and Rebecca Watkins, Tweedie & Marshall Hairdressing. Former TIGI Academy creative director, Piero Gentile, has joined ALFAPARF Milano as technical education manager. Melissa Timperley, founder of Manchester’s Melissa Timperley Salon, is the new UK ambassador for Authentic Beauty Concept.

CREATIVE HEAD

17/02/2022 14:44

TH E PE R FE CT CO LOU R SO LUTI O N

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Infused with the extraordinary natural extracts of white tea & orchid butter, Chromatic Micro-Pigment Technology thoughtfully created with low levels of ammonia respecting hair integrity.

NAK PERMANENT SHADES NAK SOFT SHADES THE PERFECT COLOUR SOLUTION To become a NAK Hair Colour stockist contact your Key Account manager now!

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NAKHAIRUKI

02/12/2021 17:16

THE PLACES

NEW SPACES, FRESH LOOKS AND LOCATIONS TO HELP YOU WORK BETTER TOMMY’S HAIR, RUTHIN

@TOMMYSHAIRCOMPANY A former Most Wanted Award winner, Tommy’s Hair was hit by ill fortune last year when severe flooding destroyed the original set up. Cue a complete refit, using clean and sparkling white as a stunning, light-filled foundation accented by pops of scarlet. The two-storey space is super-airy, with a mirror-walled ground floor joined by a spiral staircase to a more intimate space that’s great for colour. We love the long wooden table for clients to relax at as their shade develops.

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CREATIVE HEAD

15/02/2022 12:35

GOT A NEW SALON OR A FRESH REFIT TO SHOUT ABOUT? ENTER MOST WANTED BEST NEW SALON 2022 – DETAILS ON PAGE 60

SPRING IS IN THE HAIR, BIRMINGHAM

@SPRINGISINTHEHAIR A new home for this curl specialist, Spring has set up shop in an old goldsmiths. The island cutting sections promote a social experience that helps clients feel more involved in the space.

CREATIVE HEAD

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GIUSEPPE MANCO, WINCHESTER

@HAIRSALONGIUSEPPEMANCO Built in an old stable, this salon is full of personality and charm, as well as the talents of the eponymous Italian stylist. Copper feature lights complement the storm cloud blue walls and earthy brick and wooden floors.

15/02/2022 12:36

What would… Brian MacMillan do?

THE FACES THE PEOPLE IN ACTION

The director and co-founder of Barrhead’s F&M Hairdressing on the best approach to changing product partners

Changing product companies is a huge task. Recently, we faced making a change, a decision we really did not expect. For me, my business partner Kevin and the entire team, it was a major change that we had to focus on fast. The situation came upon us rather quickly, due to the brand changing its business direction. We concentrated on the task at hand as a team, not making any rash or quick decisions, and took time to process the potential effects this would have on our business. We had been with this brand for a while so we knew there would be some disruption. Then we began to pull together a plan. We have a very close-knit team and so it was important to consult with them every step of the way. We asked everyone to give their opinion on potential product partners they would like to work with. Then we started securing meetings. We tried samples of many different products to see how they fit with our salon and team. Next up were the numbers! Discussing the partnership, the ins and outs of the contracts, and the vital figures is something you should examine in detail. After all it is your business. @fmhairdressing

WHAT MADE ME

CHARLOTTE MENSAH @charlottemensah

SEE ME

AT SALON SMART 2022! SEE PAGE 56

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AS A CHILD in Ghana, looking at all the beautiful black women and hairstyles in magazines like Ebony and Essence made me feel so empowered, and I used to watch my mum do me and my sister’s hair. Following the devastating passing of my mum when I was 13, caring for my sister’s hair not only propelled my interest, but also offered a sacred opportunity for us both to grieve and heal. I chose hairdressing after finishing my GCSEs. I enrolled on a YTS apprenticeship which included me spending four days a week at the iconic Afro hair salon, Splinters, under the supervision of the legendary Winston

Isaacs. I adored this experience, the people I met and the skills I learnt. Now I get to work with everyone from my next-door neighbour to the likes of Oprah Winfrey. I’ve also stayed committed to showcasing Afro hair in its finest form. I love the cultural expression that is getting your hair done. My book, Good Hair, is an exploration of personal stories, a true visual guide to my life, my haircare tips and Afro hair in all its glory. In 2016 I launched my own haircare product line, Charlotte Mensah Manketti Oil. The products are stocked globally and have gone on to win major awards. Now I spend a lot of time on my charity in Ghana, LOVE Naa Densua, which exists to connect young entrepreneurs with opportunities for growth, and mentorship. It’s important to me to be able to continue to pour back into my own community and offer people a chance to chase their own dreams too.

CREATIVE HEAD

16/02/2022 15:24

SHINE BRIGHT WITH THE GEMSTONE RANGE, CREATED SPECIFICALLY FOR THE NEEDS OF COLOUR-TREATED HAIR. ALL GEMSTONE PRODUCTS CONTAIN CHROMOHANCE COMPLEX, WHICH SEALS THE HAIR SHAFT TO LOCK IN MOISTURE AND COLOUR FOR PROLONGED VIBRANCY AND SHINE.

THE CULTURE OF HAIRDRESSING FORMULATED WITHOUT PARABENS + SULFATES (SLS OR SLES), VEGAN, CRUELTY + GLUTEN FREE.

@xpert_professional @randco www.xpertprofessional.co.uk TO BECOME A STOCKIST CONTACT XPERT PROFESSIONAL TODAY.

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08/02/2022 14:39

24/7

A DAY OF WORK/LIFE BALANCE FOR SALON DIRECTOR AND SESSION STYLIST CLAIRE MARTIN KENNEDY @CLHAIR__

MY WORK WARDROBE CONSISTS OF… Black trousers, skirts and polo necks, with an array of loose-fitting shirts for pops of colour. Mostly earthy colours with some feature pieces. MY JOB ENTAILS… Communicating with clients and interpreting what it is they want and/or need and then making their hair dreams come true! I also look to create an environment where the client is comfortable enough to unload life’s burdens or simply enjoy being pampered. I manage the training of my colleagues’ colouring at Gro London. I’ll also be creating content and marketing my personal brand CLHair at Gro London, sponsored by Redken. I GOT HERE BY… Working hard, learning from my mistakes, and from others around me. MY DAY CONSISTS OF… Cutting and colouring all different hair types in all different ways – it’s awesome.

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MY DAILY FUEL IS… The Word. MY SPOTIFY PLAYLIST INCLUDES… A lot of Beyoncé! My favourite tracks are 7/11, Partition, and Crazy in Love. I’M ALWAYS PLANNING TO… Improve the balance of work and family time.

I GET UP AT… 7AM and do a 30-minute core and leg exercise to strengthen my body for the day. I eat a bowl of porridge, then shower, get dressed, remember to grab my lunch from the fridge and hit the road!

EVERY DAY I VISIT… The Bible app to give me substance and scripture to begin my day.

MY FAVOURITE WORK TOOLS… Are my hands.

My email inbox. I’ve got to check those emails and keep on top of everything!

I LOOK UP TO… The celebrity stylist and natural hair expert, Felicia Leatherwood. WHEN I GET STRESSED I… Go for a walk. WHEN I GET STUCK I… Stop, take a break, and try again. THE HABIT I NEED TO BREAK IS… Not blowing my own trumpet when necessary! THE MISTAKE I LEARNT THE MOST FROM OTHER HAIRDRESSERS IS… Not to stop working while you’re talking to the client. Learn to talk and work, it’s a transferable skill. THE ADVICE I’M GLAD I IGNORED… My teacher at school said that not going to university would be a big mistake. MY INBOX LOOKS LIKE… My phone tracks every site and feed I visit and so I get a lot of ads! MY BIGGEST INDULGENCE IS… Belgian chocolate-covered Lotus biscuits. AFTER WORK I… Get my clothes and Instagram posts ready for the next day. Then dinner and get ready for bed! I DECOMPRESS BY… Watching Friends.

Instagram is a must, so that I can interact with messages from clients.

CREATIVE HEAD

17/02/2022 14:45

Rinse, repeat, rinse, repeat. Soaring costs, sinking morale.

WE HAVE A solutioN!

Oh dear… are your washing machine’s ritual romps with your fluffy cotton towels losing their magic?

* *Yearly savings based on a salon laundering 200 towels per week.

Call us on our special helpline 01732 617348 or visit throwinthetowel.info

Not only does Fudge Professional’s Clean Mint Deep Cleansing Shampoo deeply purify and care for the scalp, it also leaves hair feeling squeakyclean with a rush of minty freshness. It boasts Opti-PLEX technology that helps make hair five-times stronger, too!

For an intense shot of colour vib rancy and shine, clients will adore Aveda’s Color Re newal Color & Shine treatments, infused with shea butter and a fruit oil blend for a high dose of nourishm ent. You’ll find wa rm and cool options for both blondes and brunettes.

RRP £32 each aveda.com

RRP £14

uk.fudgeprofessional.com

Founder of The Boutique Atelier and a London Fashion Week favourite, Richard Phillipart (pictured, above) has created his own line of luxury hairbrushes. Available in three styles – large black, large rose gold and medium black – there are wholesale options for salon retail, and more will launch later this year.

Price from £21.99

theboutiqueatelier.co.uk

Professional is a total PRO YOU by Revlon Itching to get creative? care, styling – g you need – colour, toolkit with everythin nt stylists. perfect for independe

Price from £4om.95 revlonproshop.c

Rethink textured hair from root to tip with RE/START CURLS from Revlon Professional, a range that helps balance the microbiome while targeting the specific needs of wavy, curly and coily hair.

Shield overworked hair with R+Co Gemstone. Start with the fortifying Pre-Shampoo Color Protect Masque, then follow with the Ultra Shine Glossing Treatment for deep hydration, and to seal cuticles so that hair reflects light like glass.

revlonproshop.com

xpertprofessional.co.uk

RRP from £12.30

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RRP from £29

CREATIVE HEAD

15/02/2022 12:40

STOCK IT!

LAUNCHES AND INNOVATIONS READY TO HIT YOUR SALON SHELVES

The [KUT] KULTURE74 collection is full of stylish, ergonomically shaped scissors for all cutting techniques. Choose from The Precision 5.5-inch and 6-inch, The Essential 5-inch and 5.5-inch and The Thinning 30T.

Price from £29.90

xpertprofessional.co.uk

Clients are all about lush, shiny colour that makes their hair look healthier than ever. Well, you can offer all that and then some with the biggest innovation from Wella Professionals in a decade – Shinefinity! This is a liquid demi that boasts zero lift and zero damage, with a formula that’s free from ammonia, animal derivatives and silicones. This glaze can kick-start a serious shine addiction in your guests.

Three new texture treatments join the ALFAPARF Milano Semi Di Lino Cellula Madre line for bespoke in-salon services. Smooth Multiplier controls unruly hair, Define Multiplier helps to maintain curls, while Thickening Multiplier adds volume.

In-salon service wella.com

In-salon service alfaparfmilano.com

“CELLULA MADRE IS A GREAT BESPOKE TREATMENT THAT TARGETS MULTIPLE PROBLEMS” LUKE BENSON, ALFAPARF MILANO CREATIVE AMBASSADOR

…And breathe, with Orofluido Original Mindful Ritual from Revlon Professional. The iconic Elixir is the star of the show, an intense treatment to nourish and strengthen while reducing breakage by up to 98 per cent.

RRP £29.35

revlonproshop.com

A fan of Schwarzk opf Professional’s iconic Bonacure than ever. The se line-up? Well, no ven Bonacure Cl w it’s cleaner ea n Performance rang technology, but no es still boast that w in a new profes advanced sio na l clean formula. It sustainably while helps you work m delivering outstan ore ding results.

RRP from £14.30

schwarzkopfpro.com/bo nacure CREATIVE HEAD

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17/02/2022 14:47

COLOUR VISION

LOOKING TO SHARPEN UP YOUR SERVICES? WE ASKED SOME OF WELLA PROFESSIONALS’ TOP COLOURISTS HOW SHINEFINITY WILL BE LEADING THE CHARGE IN COLOUR CREATIVITY THIS SPRING IN ASSOCIATION WITH

CUT TO IT When was the last time you focused on your cutting skills? It’s so easy to pick up bad habits along the way that you end up warping those core skills. Thankfully Wella Professionals has a whole selection of amazing cutting courses to choose from, taking place throughout the year at the Wella Studios. Choose from three levels – Essential, Classic, and Advanced – which are presented by some of Wella’s leading artists from salons including Charlie Taylor, HOB Academy, D&J Ambrose and Toni&Guy. Check out the dates at education.wella.com, or view the Wella Education Book at wella.com/educationbook

THE COLOUR CLINIC IS OPEN…

ENGE AND HOW TO EVERY ISSUE WE SPEAK TO A WELLA PROFESSIONALS COLOUR EXPERT ABOUT A KEY CHALL SIONALS UK COLOUR OVERCOME IT. ZOË IRWIN, CREATIVE DIRECTOR OF JOHN FRIEDA SALONS, AND WELLA PROFES S IN MORE OFTEN TREND EXPERT (@ZOEIRWINHAIR), EXPLAINS HOW SHINEFINITY WILL GET BALAYAGE CLIENT “One of the issues that this industry has always had with balayage is that instead of clients having their hair done perhaps every eight weeks with foils, the soft grow out means you might not see your clients returning for four months. Wella Professionals Shinefinity gives you the ability to offer something new, where they come in for a glaze top-up after six to eight weeks. I would recommend booking the next appointment before they leave – perhaps to have a cut, a glass glaze and a blow-dry. “The softness of the glaze, as opposed to a lot of toners, ensures a brightness with a very delicate hue to it, and that’s really, really appealing to my clients. The care factor is hugely important; the way that the hair achieves a real kind of pretty glass finish but the strength of the hair is completely maintained. “The extensive shade range, and the fact that there are so many different tones, means you can give clients a lot of options. One of the huge trends for the next six months is double-hued and triple-hued blondes, layering and mixing shades for a multi-dimensional result.”

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CREATIVE HEAD

17/02/2022 14:48

CR EATIV E HE AD AD VE RT OR IA L

SHELFIE TIME Shinefinity is a game-changer. The colour palette feels so modern and relevant for how people want to colour their hair now. The zero lift and zero damage clean formula is great for clients who are worried about hair condition; the balanced pH technology means you get even results every time, even on porous hair.” JAMES EARNSHAW, WELLA PROFESSIONALS DIGITAL AMBASSADOR @JHAIR_STYLIST

WHY I’M WELLA

Our approach to colour is all about diversity and inclusivity, and we’re proud to offer a broad spectrum of products and services to cater to all our clients’ needs. We love working with Wella Professionals because it empowers us to do this, with creative solutions to all our colour demands. Whether it’s grey blending, achieving healthy blondes on all hair textures, or producing vibrant colours for our stage and shoot work, we’re able to realise all of our results with Wella Professionals.”

ROBERT EATON, CREATIVE DIRECTOR AT RUSSELL EATON SALONS, TECHNICAL DIRECTOR FOR WELLA PROFESSIONALS UK & IRELAND @ROBERTJEATON

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

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16/02/2022 15:26

NEW

colour glaze SHINE YOU CAN FEEL

ZERO LIFT, ZERO DAMAGE TRUE–TO–TONE RELIABLE COLOUR RESULTS NO–DRIP GEL CREAM BALANCED pH TECHNOLOGY CLEAN FORMULA* SUSTAINABLE PACKAGING

SCAN TO LEARN MORE @WellaHairUKI | #WellaColour | uk.wella.professionalstore.com *For more information visit our Wella Professionals Shinefinity Webpage

Fresha founders William Zeqiri and Nick Miller

IA L CR EATIV E HE AD AD VE RT OR

SUPER STORE

CREATE AN ONLINE SHOP AND START SELLING PRODUCTS – IT’S THAT SIMPLE WITH NEW FRESHA STORE! FROM THE WEEKLY groceries to a cheeky takeaway, lockdown encouraged us all to live our lives more online… and plenty of consumers love that convenience. Some salons even generated new income while closed, with an online shop ensuring loyal clients could stay supportive and keep their hair under control for all those Zooms… Now Fresha, the subscription-free appointment software, is ready to help transform your salon’s retail potential. Want to give your beloved clients an outstanding online shopping experience? Well, thanks to Fresha’s new store feature, you can. You’ll be joining quite a canny community. More than 60,000 hair, beauty and wellness partners and 200,000 professionals who manage their appointments, promote their services and protect their incomes with Fresha can now create an online store, promote and sell products, and collect payments all from one place.

A FEW CLICKS TO SET UP SHOP

Plenty of businesses worry about the technical skills needed to create an online shop, with Fresha you can build one in minutes. “We’ve created a simple, intuitive e-commerce experience within Fresha that’s designed for salon professionals, not IT experts,” says Nick Miller, Fresha co-founder. “In a few clicks you can personalise your store with a logo, store name and description.” You’ll then be able to offer clients all the products you wish, with all payments collected via Fresha Payment Processing. Kerching! You’ll get money upfront and Fresha simply charges a transaction fee of 1.29 per cent plus 20p, so you only pay as you sell. Refunds are easy too!

SHARE YOUR SHOPPING NEWS ON SOCIAL

When your store is set up, a unique link to it is generated to share, so it’s easy to promote it on social media, and using the marketing tools available on the Fresha platform, too. With delivery and collection options available, salons and independent stylists can offer clients the option to collect their shopping, reserve it for when they are next in, or have it posted directly to them, wherever they like. You make sure you have the right packaging and materials for a safe journey and arrival, and Fresha will ensure your clients have a simple and enjoyable shopping experience. It will also encourage clients to leave reviews – a great way to maximise additional income from product sales.

“THE POTENTIAL FOR ONLINE RETAIL IS HUGE, BUT MANY BUSINESSES HAVE YET TO TAKE ADVANTAGE. WE’VE MADE IT EASY TO CREATE A STORE IN FRESHA, MEANING SALONS HAVE EVERYTHING IN ONE PLACE”

WILLIAM ZEQIRI, FRESHA CHIEF EXECUTIVE AND FOUNDER

JOIN FRESHA FOR FREE AND SET UP YOUR ONLINE STORE TODAY AT FRESHA.COM/FOR-BUSINESS

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CREATIVE HEAD

17/02/2022 14:49

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03/12/2021 13:25

Wage increases to come into effect CHANGES TO the National Living Wage (NLW) and National Minimum Wage (NMW), will come into effect from April. The NLW will increase from £8.91 to £9.50, and the NMW will also increase across the various age groups. Apprenticeship pay will go up from £4.30 to £4.81. The NHBF is advising salon owners not to be caught out: an apprentice over the age of 19 who is in the second year of their apprenticeship must be paid the age appropriate NLW/NMW. April will also see the introduction of the health and social care levy of 1.25 per cent to be added to National Insurance Contributions.

COVID-19 RULES RELAX

Face coverings are no longer mandatory in indoor venues, organisations are able to choose whether to require NHS COVID Passes and people are no longer advised to work from home in England. It is anticipated that government will further remove restrictions as this issue goes to press. In Scotland, some easing of Covid-19 restrictions have also been announced. By law, face coverings must continue to be worn in most indoor public places including those where close contact services are provided. Certain restrictions in Wales have also been removed and it is expected that, should cases continue to fall, then face masks and self-isolation will no longer be legally enforceable by the end of March. The Northern Ireland Executive has announced some restriction changes, however the legal requirement to wear face coverings and the associated duty on businesses to take reasonable measures to ensure compliance remains.

NHBF STUDY LEADS TO CALL FOR ACTION

The government must act to save salons as emergence of the Omicron variant and renewed restrictions across the UK over winter has had a chilling effect on business, according to the findings of the NHBF State of the Industry report. Following the latest study, the NHBF has laid out a list of actions it would like government to implement to ensure that hair and beauty salons and barber shops are given the best chance to recover following the pandemic. They include the reintroduction of the Job Retention Bonus scheme until the summer of 2022, restraint on further increases to National Minimum Wage and an increase in the 50 per cent discount on business rates, as well as flexibility on repayments of the Coronavirus Business Interruption Loan Scheme and bounce back loans. It also asked for more attractive apprenticeship incentives to employers, quicker access to available local authority grants and continued consultation between the sector and governments on future guidance. The main findings of the report included: • 42 per cent of businesses are breaking even. However, nearly 40 per cent are either making a small or substantial loss, and only 19 per cent making a small or good profit (this was previously at 43 per cent). • About 32 per cent of respondents raised their prices over the past three months (down from 40 per cent). A further 58 per cent will do so over the next three months (up from 40 per cent previously). • A significant 81 per cent of businesses are either partially or completely reliant on government support to continue trading – up from 66 per cent but similar to the July 2021 figure of 80 per cent.

Salons facing fight for grant MORE THAN 60 local authorities are excluding hair and beauty businesses from claiming the Additional Restrictions Grant (ARG), according to reports made to the NHBF and other trade bodies. This comes despite reassurance from HM Treasury that businesses in the hair and beauty sector are eligible to claim an ARG. As a result the NHBF, alongside other trade bodies, has sent a joint open letter to Chancellor of the Exchequer Rishi Sunak. It is believed a number of local authorities are still working out their grant policies and have yet to make any grants available. Richard Lambert, chief executive of the NHBF, said: “While we appreciate that each local authority is entitled to create their own criteria about which businesses receive ARG assistance, it does appear that a significant number are actively excluding hair and beauty salons and barber shops.” Contact your local council to find out how to apply for an ARG.

To find out more information and how to join the NHBF, call 01234 831 965 or visit nhbf.co.uk 40

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CREATIVE HEAD

17/02/2022 14:49

In salon treatments just got 4 times smarter.

REPAIRS & REINFORCES NOURISHES WITHOUT WEIGHING DOWN

GIVES SHINE & LIGHTNESS THICKNESS & VOLUME CONTROL & SMOOTHING EFFECT

DEFINITION & CONTROL

The Cellula Madre products make it possible to perform fast, personalised beauty treatments with

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_@alfaparfmilanouki

alfaparfmilano.com

instantly visible results, thanks to their technological formulas enhanced with Argan stem cells.

MA O T E- PR

04/02/2022 12:33

MISSION CONTROL PUTTING YOU IN THE DRIVING SEAT OF YOUR SALON THERE HAVE BEEN a variety of funds and support from private backers for SMEs to apply for to help them get back on their feet. Phorest is doing just that with a £100,000 growth fund for its audience to apply for boosts to their business. Alongside that, another way to look at growing your profile and team is through awards, and it just so happens that the Most Wanted and It List Awards 2022 are open right now (Phorest sponsors the Best Local Salon category, too!). Could this be the year you collect some hardware and boost your growth?

HOW DO YOU COMPARE? How was business in January compared with December?

PERCENTAGE OF TURNOVER ATTRIBUTED TO RETAIL

6.4%

UP 25% DOWN 75%

How was business in January 2022 compared with January 2020? UP 13%

AVERAGE CLIENT SPEND IN DECEMBER

SAME 37% DOWN 50%

£52.60

THE MISSION: A BOOST FROM AWARDS The average salon enters at least

competition a year

88%

of salons believe entering awards has a positive impact

29% of salons would pay an awardwinning stylist more

“Award wins and being short-listed finalists gives the business and our profile a boost. The team gets a buzz from our shared success and feels really motivated and more engaged, and our clientele love it too”

CAN WE HELP YOU GROW? Phorest Salon Software research has revealed 42 per cent of salons found getting established, business planning and finances were the biggest challenges they faced, while 24 per cent of all salon businesses struggle with getting appropriate loans or funding. Getting funding for business growth is clearly a challenge that salons face every day. That’s why Phorest has announced the Phorest Growth Fund. It is a commitment to give a minimum of £100,000 back to salon businesses across the globe in 2022, and every year from now on. Phorest salons can apply for this and applicants can receive a maximum of £2,000 in one year to put into business growth. The Phorest Growth Fund is a financial stepping-stone for salons that have plans for growth but struggle to secure finance to level up. If you have an idea for growing your business but need additional funds, be sure to apply for the Phorest Growth Fund when it launches this month. The launch of this new growth fund coincides with the launch of Phorest’s new brand. Ronan Perceval, chief executive of Phorest, says: “We have taken the next step in our growth journey with a brand new look; but it means nothing unless you are on that journey beside us. I have realised that the Phorest team’s combined passion for growing our clients’ businesses, alongside the passion those business owners share, has been the real success story behind our own growth.” From 1 March you will be able to view the application templates on phorest.com so that you can begin to gather the necessary information. Applications will launch on 21 March and close on 1 May.**

*Reader Panel methodology: Survey conducted in a poll of 50 salons employing four or more staff and spread geographically across the UK. ** To apply for the Phorest Growth Fund a salon must be a customer of Phorest Salon Software for a minimum of three months. Terms and conditions apply, see phorest.com/gb/resources/the-phorest-growth-fund for more

in association with Phorest Salon Software and the Creative HEAD Reader Panel*

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

SARAH MORRISSEY, SARAI HAIR & BEAUTY 42

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CREATIVE HEAD

16/02/2022 09:58

IS YOUR HAT ON PROPERLY? SALON OWNERS NEED TO WEAR A LOT OF DIFFERENT HATS – AND MAKE THEM FIT

as I felt uncomfortable charging them more. I wanted to be their friend, when I should have been their boss. The price I charged clients was below what I should be charging. Within the tier of barbering I’m generally put into, I was one of the cheapest – if not the cheapest – yet my investment and general outgoings were one of the highest. However, I didn’t increase prices because I felt a sense of guilt to my clients. Recently, my senses kicked in! I have invested more than £250,000 into this business, money which I borrowed and I’m still paying back. I sold my flat to open my shop. I’ve tried to pay everyone correctly and given pay rises to staff over the years to make sure I’m doing right by people. Now the biggest thing was that SliderCuts Studios would not be in profit if I didn’t work. Why was I in this position? It’s because I wanted to protect everyone and I don’t like to disappoint or let people down. But I had to realise that I also needed to protect the business. I didn’t do all of this to be at a loss or even for the business to just scrape by. THERE ARE SO many components to running a business. So I almost felt bad at the idea of the shop making me money. many hats you have to wear as an owner and, so often, some But when you plant a seed and invest time, money, and all of these hats don’t fit properly… or at all. In my case, the hat the other elements needed to nourish its growth, the hope is was ‘running SliderCuts Studios as a financially profitable that it will become a tree. And if it works out, you rightfully business’. Keep reading and it will make more sense. get to bear the fruits that come with it. It was always a goal of mine Every decision made will not please or for my growth and success “I wanted to be the barbers’ friend, to be communal, with other when I should have been their boss” help everyone. But this is business; I need to run it like a business. So I’ve changed people involved and growing quite a few things, from price increases in success alongside me, so MARK MACIVER to charging VAT. I’ve made uncomfortable when I opened my shop I decisions and then had all the conversations with people focused on my team members’ growth. I set up my business, about the changes, which didn’t even end up being as built it, marketed it, raised its profile and got it busy. I did uncomfortable as I anticipated. everything. The team basically only had to turn up! This was a hat I didn’t put on properly, it was just sitting I tried to cover all areas – receptionists, people who on my head, neither on, nor off. As soon as I put it on fully, managed emails, cleaners, assistants – to help improve I felt a different level of comfort and security. Now you the customer and barber/stylist experience. Everyone was might be someone who has a hat that just doesn’t fit you and getting paid well above the London living wage, and I was that’s okay. In that case, delegate. I’m on a journey and I’m taking a lower percentage from the barbers and stylists. continually learning. I speak honestly and openly because The business is VAT registered. Typically the barbers and my hope is that my mistakes won’t become your mistakes. stylists would also be charged VAT but instead I covered this

FROM OUR CONTRIBUTING EDITOR

Mark Maciver, founder of SliderCuts Studios, is a people pleaser – often to his detriment. Find out how he’s changing…

CREATIVE HEAD

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15/02/2022 12:44

CUT OUT THE JUNK YOUR GUIDE TO RUNNING A SUSTAINABLE SALON BUSINESS FROM OUR CONTRIBUTING EDITORS Tips and tricks from Anne Veck and Keith Mellen, our Most Wanted Sustainability Heroes of 2021, to make your business more sustainable and more ethical MEASURE IT

Record how much colour you dispose of daily by collecting it in a bucket. Keep a tally and reduce the amount each week, with a view to working towards zero colour waste. There are various apps available to help.

BE SAFE, NOT SORRY

Sort your waste responsibly and as required by your local collection service. Hopefully they make it easy for you to recycle the relevant recyclables and food waste separately from the nasty stuff that has to go to landfill or incineration. Look at alternative collection services, including Green Salon Collective, Salon Sustainability and First Mile.

HAIR TODAY…

Put the hair you cut to good use. Give goodquality long hair to The Little Princess Trust, while the rest can go to make oil-collecting booms. Alternatively, your local wildlife trust or organic farm may be able to use it as mulch.

BIN IT

Check that your team is putting stuff in the correct bins. Dispose of colour waste (which may be hazardous, depending on what products you’re using) and other waste safely, and try not to dilute it with water or wash it down the sink. Of course, it would be far less damaging if your colour were organic and biodegradable, but meanwhile check out Green Salon Collective’s ‘General Waste to Energy’. Unsuitable materials, such as pieces of plastic, contaminated salon towels, wax strips, wet tissues, cotton buds, PPE and any other small, sticky items should not be flushed down the sink or loo into the

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drains and, ultimately, into the sea. Instead, add them to your Green Salon Collective General Waste bin; by our calculations, this should save you money compared with local council general waste collections.

UPCYCLE

Re-use any furnishings that you no longer need; or donate them for a second life.

DROP THE PRICE LIST

You don’t need a printed price list. It’s much easier to change your prices if your list is digital-only. People can get a PDF version, read it on your website or app or you can AirDrop it to them.

AND PHASE OUT THE REST…

Question what else you really need. Gift vouchers, loyalty cards, appointment cards… Do you really need them to be physical or can they be done better and cheaper digitally? If you have stocks of the above, then use them up but don’t re-print. Choose recycled and/or FSC certified paper for your own printer, but don’t print unless you really have to. Avoid lamination, coating and binding as these reduce the recyclability of paper.

…INCLUDING YOUR LOO ROLL

Change your toilet paper to a recycled or bamboo alternative made by a manufacturer who gives back – eg, Who Gives a Crap, which uses half of its profits to install toilets in developing countries. It offers a choice of bamboo or recycled roll. Others to try include Cheeky Panda and Naked Sprout.

CREATIVE HEAD

15/02/2022 12:46

WHAT A WASTE! FIVE MILLION TONNES OF PLASTIC ARE CONSUMED EACH YEAR IN THE UK, OF WHICH 75 PER CENT BECOMES WASTE. MUCH OF IT ENDS UP IN THE OCEAN. ONE OF THE CONSEQUENCES OF COVID-19 HAS BEEN A HUGE INCREASE IN SINGLEUSE PLASTICS FOR PPE AND IN PAPER AND CARD WASTE FROM ONLINE SHOPPING. SOME SUPERMARKETS AND COSMETICS BRANDS HAVE PARTNERED WITH ‘CIRCULAR ECONOMY’ ORGANISATION, LOOP, TO ENSURE THEY CUT DOWN DRASTICALLY ON PLASTIC WASTE AND SINGLE-USE PACKAGING. A STUDY BY SOUTHAMPTON UNIVERSITY BUSINESS SCHOOL SHOWED THAT A FOUR-SEATER SALON THAT ADOPTED ITS ECO HAIR AND BEAUTY SUGGESTIONS WOULD SAVE 24,150KWH ENERGY, 286,000 LITRES OF WATER AND MORE THAN £5,300 A YEAR.

NEXT MONTH: GOING ETHICAL HEAD TO CREATIVEHEADMAG.COM/BUSINESS FOR MORE HINTS AND TIPS FROM ANNE AND KEITH AND TO FIND THEIR SALON RE:SOURCE TOOLKIT IN FULL

CREATIVE HEAD

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17/02/2022 14:50

ELECTRIC IS ABOUT INVESTING IN TEAM. WE NEVER STOP LEARNING Electric is all about people – they’re what make the brand. Here, everyone is part of one big global family, and passionate about hair, creativity and inspiring others in everything they do. And everyone is welcome. So have you thought about joining? Electric Partner Salons, members of Electric Space (Electric’s stylish co-working space in central London) and Electric Endorsed Artists have access to unique spaces in which to work and learn, world-class education programmes and exciting hand-crafted products – so this is certainly a place you could call home. And as an #ElectricFamily member, you’ll benefit from a whole host of exhilarating experiences that will deliver real value to your business, your team and to your own personal confidence and career.

EDUCATION IS EVERYTHING!

The Electric philosophy is to teach techniques, rather than haircuts, giving you the confidence to take your knowledge back to the salon and inspire your clients. Delivered by industry experts with a true understanding of precision cutting, technical colour work, business ethics and session work, Electric education is easy to book and delivered at Electric Space or the Electric Studio in Brighton. Mark and his education team have developed a portfolio of education courses aimed not just at his own stylists but also stylists from Electric Partner Salons, designed for learning creative skills and techniques for the here and now. Using visual and cultural references, these high-energy learning experiences teach strong foundations while pushing new creative boundaries and are guaranteed to leave stylists buzzing with ideas and inspirations to share.

ELECTRIC SESSIONS

These unique monthly inspiration events see Electric handing the floor to a series of world-class educators, influencers and creatives – leading industry names from the UK and beyond – who deliver their own unique take on hair, business and careers. Attracting crowds hungry to see and hear something different (with hundreds more tuning in via livestream from across the globe), these informal gatherings take place at Electric Space in London and are focused not just on hair but how to become a commercially successful stylist while also learning how to achieve your career objectives. Even better, they’re completely free to Electric Partner Salons and invited guests – just another example of the Electric mission to help you grow and improve as a hairdresser.

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CREATIVE HEAD

15/02/2022 12:48

CR EATIV E HE AD AD VE RT OR IA L

“Since 2007 we’ve been delivering exhilarating salon experiences and world-class education alongside hand-crafted products. Now’s your chance to come and join the #ElectricFamily to explore your vision and share ideas so we can learn from each other” MARK WOOLLEY, ELECTRIC FOUNDER AND CHIEF EXECUTIVE

SPARKS FLY WHEN YOU’RE ELECTRIC!

JOIN THE #ELECTRICFAMILY AS A PARTNER SALON AND FEEL THE BENEFITS

TAKE PART IN ELECTRIC EDUCATION

• Opportunity to attend 10 Electric Sessions a year, held at Electric Space in London or Falmer Court in Brighton • Access to Mark Woolley for business education and support

TAKE PART CREATIVELY

• Opportunities to present your own work at Electric Sessions • Opportunities to assist on shoots and backstage • Opportunities to work around the world at hair shows

GAIN A POWERFUL LOCAL ADVANTAGE

• Electric is an exclusive product brand – it hand-selects the salons it would like to work with • Powerful salon retail displays with fashion-led design

THERE’S NEVER BEEN A MORE EXCITING TIME TO JOIN THE #ELECTRICFAMILY. TO BECOME AN ELECTRIC PARTNER SALON CALL 01273 775397 OR EMAIL OLIVIA@ELECTRIC-HAIR.COM

CREATIVE HEAD

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15/02/2022 12:49

IN ASSOCIATION WITH

ASSESS WHAT YOU’RE USING

WANT TO BE CLEANER AND GREENER? WE HAVE A 10-POINT ACTION PLAN ON HOW TO WORK MORE SUSTAINABLY.THIS IS...

HOW TO CLEAN UP YOUR BUSINESS

Re-assessing your use of resources and materials is a great place to start. Water waste is a growing issue and you can mitigate and reduce your usage with a simple change to your wash basins. “Fit green shower heads to all wash basins, and don’t run water unnecessarily,” insists Lisa Phillips, owner of Ora Hair in Banstead. Switching to an energy provider that uses sustainable sources – such as Octopus Energy or Bulb – is definitely worth looking at. You can save money and the environment by assessing how you bring light to your space, utilising natural light wherever possible and switching to LED lights elsewhere. “We updated all of our lighting, which was a big initial cost but will save money in the future and reduce our carbon footprint,” explains Debbie McMenam, salon director at KH Hair in Nottingham. There’s no magic bullet, but small decisions do accumulate. “Reducing waste is key to becoming more sustainable,” explains Dr Elmar Mussenbrock, director of sustainability for Kao Salon Global. “Because what has not been used will not turn into waste and therefore cannot cause harm to our environment.” Technology such as Vish help you cut down on wasted colour, saving you money in the meantime, too.

FORGET ROSE-TINTED GLASSES, the only shade to be rocking now is green. Not only is it imperative that our industry starts facing up to the facts of its impact on the planet, but clients are also looking for evidence you’re thinking of the environment in how you work – an interest that’s only growing. Emily McTavish, Schwarzkopf Professional UK care and styling brand manager, says: “Being kinder to the planet isn’t something you can take or leave, it’s something we all need to work towards.” Gina Conway, owner of Gina Conway Atelier salons and Aveda trade sustainability ambassador, says: “This is the future of the industry, we need to start now and go big.” But if going big sounds intimidating and you don’t know where to start, we have just what you need with our 10-point plan…

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CREATIVE HEAD

16/02/2022 16:23

OFFSET WHAT YOU CAN

Maxwell Oakley (pictured left) and Luke Davies (pictured right) set up barber shop Supply 91 in London to make a difference. “We genuinely believe that if we all pull together then seemingly small actions can have a large impact. It was vital from the start that we offset our carbon emissions by planting trees, one for every service or treatment,” Maxwell explains. “At first customers were surprised, but then said ‘why not?’” Supply 91 teamed up with Ecologi, which runs UK and international schemes that cost about £6 per tonne of CO2. Other options include Trees for Life, which supports Scottish rewilding projects and charges £6 per planted tree, and Trees for Cities (£6 per tree, working with schools and community groups for increased education and resilience).

GET CERTIFIED

Anne Veck

THROW IN THE TOWELS

Using disposable towels may seem backward, but ditching is a habit to get into. “Switching to Scrummi towels changed my life,” says Nicola Harrison, owner of The Green Hairdressing Salon in Nottingham. These absorbent towels still offer a luxurious feel, made with 100 per cent sustainably sourced plant fibres, and they’re biodegradable. It’s estimated that switching to Scrummi saves 1,400kg of CO2 emissions each year.

E FIND ANNE AND KEITH’S ADVIC AND TIPS UPDATED MONTHLY AT CREATIVEHEADMAG.COM

Professor Denise Baden of the Southampton Business School is behind the Eco Hair and Beauty project to encourage hairdressers to embrace sustainability. “Hairdressers are in a unique position to combat climate change,” says Denise. There’s a virtual training programme for salons and individual stylists that takes just 45 minutes to complete, and highlights where you can save time, water, energy – and money – with simple adjustments. You receive an online Sustainable Salon or Stylist certification that you can display for clients – check out ecohairandbeauty.com. Keith Mellen and Anne Veck of Anne Veck Oxford – winners of the first Most Wanted Sustainability Hero award – share their Salon Re:Source with other salons for free. It’s a guide designed to help you move towards becoming more sustainable and ethical, with a clever toolkit to download.

MELENIE TUDOR

EN ROUTE BEAUTY, WAKEFIELD

TO DISCOVER MORE WAYS S, ES SIN BU UR YO UP CLEAN WITH AT CH L NE PA A G DIN INCLU 28 MARCH BUSINESS OWNERS FROM M .CO AG DM EA EH AT CREATIV CREATIVE HEAD

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“I started my salon sustainability mission by switching to renewable energy and changing all lighting to LEDs. We’ve gone from producing 1.725 tonnes of CO2 in 2019 to a negligible amount in 2021. We use eco-certified cleaning products, disposable towels, and switching to Super Soft Shower heads has considerably reduced our water consumption and costs. We have a scheme where we refill clients’ Schwarzkopf Professional Bonacure Clean Performance bottles. This encourages our clients to recycle, reduces plastic use and they benefit from a discounted price.”

17/02/2022 14:51

WHAT DOES ‘CLEAN’ REALLY MEAN? FOR SCHWARZKOPF PROFESSIONAL, IT’S ABOUT TRANSPARENT EFFORTS TO BE BETTER – BETTER FOR THE PLANET, BETTER FOR CLIENTS, BETTER FOR YOU. CASE IN POINT? THE NEW BONACURE CLEAN PERFORMANCE RANGES

INSIDE AND OUT YOU MAY HAVE heard the term ‘clean beauty’ bandied about and perhaps greeted it with trepidation or open arms. You want to meet the needs of clients clamouring for more ‘clean’ products, but you don’t want to simply ‘green-wash’ what

you do – you need to take a meaningful and authentic approach. Be safe in the knowledge you’re providing clients with effective yet sustainable products, with the new Bonacure Clean Performance collection from Schwarzkopf Professional.

RULE OF THREE

The seven Bonacure Clean Performance ranges create a perfect marriage of professional care for both clients and climate across its three foundational pillars: ADVANCED TECHNOLOGY – The development of vegan keratin is a real breakthrough. Combined with advanced cell equaliser technology to stabilise and strengthen hair strands, along with skincare-inspired actives you can deliver your professional care promise. CLEAN FORMULAS – The new formulas are 100 per cent vegan, and are free from sulphates, silicones, parabens, mineral oils, microplastics and artificial colourants. There’s also a high level of biodegradability so no need to worry once everything’s rinsed off! SUSTAINABLE PACKAGING – Packaging is now fully recyclable and made of up to 97 per cent recycled plastic. Not only that, the biggest Bonacure production plant sources 100 per cent green energy and uses a steambased cleaning system to reduce water consumption. The goal is for all production plants to use at least 50 per cent green energy by 2025.

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CREATIVE HEAD

17/02/2022 14:53

CR EATIV E HE AD AD VE RT OR IA L

CLEAR CHOICE

EACH OF BONACURE CLEAN PERFORMANCE’S COLOUR-CODED RANGES FOCUS ON A PROVEN HIGH-PERFORMING SKINCARE-INSPIRED INGREDIENT

BC REPAIR

for damaged hair, with arginine

BC MOISTURE KICK for normal to dry hair, with glycerol

BC COLOR FREEZE

for coloured hair, with pH 4.5

THE NEW BONACURE CLEAN PERFORMANCE PACKAGING USES 72 PER CENT LESS PLASTIC THAN BEFORE, IN PART DUE TO A NEW BOTTLE CAP. SCHWARZKOPF PROFESSIONAL WILL ALSO RECYCLE MORE THAN 260 TONNES OF PLASTIC DURING PRODUCTION OF THESE RANGES

BC VOLUME

for fine hair, with creatine

BC TIME RESTORE

for mature and fragile hair, with Q10+

BC CLEAN BALANCE

for all hair types, with tocopherol

BC FRIZZ AWAY

for coarse, unruly, frizzy hair with babassu oil

LEAD THE CHARGE • Explore the full story behind the ranges, with a closer look at the power of that breakthrough vegan keratin and much more at schwarzkopfpro.com/bonacure • Don’t settle for ‘ordinary’. Keep up with the latest colour and care initiatives from Schwarzkopf Professional with ASK Education. These curated training programmes offer a seamless, blended learning experience IRL and online.

KEEP UP WITH THE LATEST SCHWARZKOPF PROFESSIONAL NEWS, PRODUCT UPDATES AND INSPIRATION AT THE NEW SCHWARZKOPFPRO.COM @SCHWARZKOPFPROUK #BCWECARE #CLEANPERFORMANCE CREATIVE HEAD

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15/02/2022 14:11

BE Ironbridge

RECYCLE WITH A SPECIALIST

Trying to unlearn the habits of our throwaway culture is tricky but makes a huge impact on the waste and damage we can cause. Upcycling furniture and eliminating single-use items, where possible, are great steps to take – and save money. When the 2021 It List Entrepreneur Brooke Evans designed her salon, BE Ironbridge, the key focus was to incorporate as many recycled and eco-friendly elements as possible. The salon is heavily insulated to reduce heating costs, and hot water is supplied by an AirSource heat pump that creates energy from fresh air. “For every 6kW of energy we use, just 1kW is paid for, saving money and helping to protect the environment,” she explains. Ceiling fans have been added that push hot air down to warm the whole building. Brooke used various sources to furnish her salon, creating a truly unique finish: lights and lamps were created from old Bakelite hairdryers; second-hand chairs and sofas reupholstered by a local firm; a reception desk created from locally-sourced Broseley bricks. “For me it was a case of knowing I was doing the best I could to be greener,” she explains. “Once you outlay some of the larger costs you are also financially better off.”

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Image courtesy of Ky Wilson

REUSE AS MUCH AS YOU CAN

You’d be surprised just how many of the products and tools you use daily could be recycled but aren’t. “If you’re a salon in the UK, about seven per cent of what you put in a normal recycling bin actually gets recycled,” explains Fry Taylor, founder of the Green Salon Collective. The collective can recycle used foils, empty colour tubes, chemicals, PPE, plastic and even hair from your salon. Salon Sustainability also offers recycling programmes for all hairdressers, from freelancer to multi-chain salon. With an easy-to-use sorting system, Salon Sustainability will take all your recyclable waste from you to be sorted at Enham 3PL, part of the Enham Trust, a charity that provides jobs for adults with disabilities. Handle takes another approach, collecting used beauty packaging to recycle into either more packaging, or its beautiful marbleesque products. From hairbrushes to toothbrushes, these artistic handles give new life to old products. “Handle is offering more than just recycling, it’s a lifestyle choice,” says founder Steven Banks. “We have been blown away by the care, attention and diligence people have paid to the programme, it creates a ‘we’re in this together’ feeling while earning kudos for salons.”

IONATE ABOUT ARE YOU PASS COULD BE U THE PLANET? YO WANTED T OS M OUR NEXT 60 HERO! SEE PAGE NA AI SUST BILITY

CREATIVE HEAD

16/02/2022 16:24

Professional brands are making huge steps towards sustainability. Schwarzkopf Professional reevaluated the formulas and packaging of its Bonacure Clean Performance range. The new packaging is planet-friendly, fully recyclable and made of up to 97 per cent recycled plastic. The products contain a vegan keratin complex, and combined with its signature technology it means you never have to choose between performance and the environment. Another iconic brand, Paul Mitchell, has stepped up its already impressive sustainability credentials with the launch of its Clean Beauty range. Simple swaps are a good place to start for clients who feel overwhelmed. A great example? Solid bar shampoos. By eliminating water in the formula, it reduces emissions during transport as bars are lighter, smaller and in boxes that can be recycled. Aveda, KMS, and WeDo/ Professional are some of the brands already doing this. Dr Elmar Mussenbrock points to another product to show how Kao’s reimagining of the norm can have results: “By putting SilkLift lightener in a resealable pouch, we save 80 per cent plastic, 85 per cent waste volume and 65 per cent carbon emissions on each pack – and it’s 97 per cent recyclable.” Production has a huge impact too: L’Oréal Group has reduced 81 per cent of CO2 emissions at its sites worldwide since 2005, and Aveda products are made using 100 per cent wind energy at its primary manufacturing facility. Some brands, including Great Lengths, have become B Corp certified, to show they are meeting high environmental and social standards. Davines is also B Corp certified, and has been carbon neutral since 2018. It’s committed to becoming Net Zero by 2030.

CREATIVE HEAD

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Atelier Derry

USE AND SELL ECOCONSCIOUS PRODUCTS AND BRANDS

GIVE CLIENTS THE CHANCE TO REFILL

“Being more eco-friendly doesn’t mean things have to be expensive,” says Dan Mewies, owner of Mewies & Co. in Leicestershire, which has an Authentic Beauty Concept refill bar that has proved popular with clients. Electric offers aluminium backbar bottles that can be refilled, and at Atelier in Derry, clients are also encouraged to bring back their bottles for filling. “We offer a 30 per cent discount when clients bring a clean, empty bottle back,” says founder Ronan Stewart. “Then we can refill with what they had, or something new. They love the ethos.”

WORK WITH LOCAL SUPPLIERS AND PARTNERS

Switching to a local mindset was natural when Covid struck, and you should continue looking closer to home as you look to become more sustainable. From refreshments to regular events and furniture to flowers, stay plugged into your local community to see how you could collaborate. Keeping closer to home with suppliers helps to reduce emissions during transport. For example, Electric sources almost all of its ingredients and materials in the UK – growing many of them at its own farm. Robbie Purves and Iain Irvine, founders of Sonté Hair in Edinburgh, created a Sustainability Charter upon opening in 2020, which prioritised local partnerships and other green measures. “We can’t expect our clients to know the industry as well as we should,” they explain. “We must be aware of sustainable options and pass them on.”

SEE OUR GREEN PANEL AT SALON SMART!

Want to hear how to get a real handle on your sustainability efforts? The eco agenda is front and centre at Salon Smart 2022, with a panel discussion titled ‘All Talk, More Action’. There’s a whole section on how to walk the walk, not just talk the talk, which features an all-star line-up of speakers including Professor Denise Baden, Anne Veck and Keith Mellen. To book tickets, visit creativeheadmag.com/salonsmart

SEE MORE ! AT SALON SMART 2022 O INF R FO 56 GE GO TO PA

17/02/2022 14:51

ADVANCED TECHNOLOGY

CLEAN FORMULA

SUSTAINABLE PACKAGING

NEW BONACURE CLEAN PERFORMANCE THE POWER OF VEGAN KERATIN IN A PROFESSIONAL CLEAN FORMULA #BCWECARE

www.schwarzkopfpro.com

BUILD A BETTER BUSINESS, IN ONE MOTIVATIONAL DAY

Book now at creativeheadmag.com/store

Tickets £75 plus VAT 056-059_Salon Smart Promo3_GW2.indd 1

15/02/2022 15:00

A L MOST HERE Monday 21 March 2022, London The Chain and Buoy Stores, London 09:30 – 18:00 On the agenda Embracing change Switching screen time for face time Care and compassion and the effect on young trainees Breaking employer-employee traditions Finding new clients The future of the salon experience Staying positive in times of uncertainty And so much more… PLUS! Big topics tackled, including: The staffing crisis Gender inclusivity Sustainability Texture equality

Creative HEAD’s business networking event for salon and barber shop owners and managers event

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17/02/2022 15:55

YOU’ VE GOT THI S

Book now at creativeheadmag.com/store

Tickets £75 plus VAT Ticket price includes access to the full business agenda, a light breakfast on arrival, lunch, all-day refreshments, gifts from our event partners, and a glass of Prosecco at the closing networking session

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15/02/2022 15:00

Key issues – tackled Real experiences – shared Big questions – answered

Monday 21 March 2022, London The Chain and Buoy Stores, London 09:30 – 18:00 event

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15/02/2022 15:01

ALL THE 16 MOST WANTED TROPHIES

More than an award #MWIT22 @creativeheadmag

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17/02/2022 14:54

iiiiittttt i t LIST LIST

LIST LIST LIST LIST

GLORY SIX PLACES ON THE IT LIST

CREATIVE HEAD’S MOST WANTED AND IT LIST AWARDS ARE BACK, BIGGER THAN EVER AND SEARCHING FOR THE UK AND IRELAND’S MOST EXCITING HAIR TALENTS. ARE YOU ONE OF THEM?

CREATIVEHEADMAG.COM/EVENTS

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15/02/2022 16:24

CELEBRATING HAIRDRESSING’S BRIGHTEST STARS DEADLINE FOR ENTRIES 23 MAY FINALISTS ANNOUNCED 15 JUNE GRAND FINAL 5 SEPTEMBER More than an award #MWIT22 @creativeheadmag

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17/02/2022 14:54

2022 CATEGORIES

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

NEW!

EDUCATION EXPERT

For an individual or team delivering exceptional education for the hairdressing industry

AWARD FOR INNOVATION

Rewarding an original initiative that benefits hair professionals, salons and barber shop businesses and/or the industry at large

BEST CLIENT EXPERIENCE

For a salon, workspace or barber shop delivering an outstanding client experience

BEST LOCAL SALON

For a salon or barber shop best serving its local community

BEST NEW SALON

For a new or revamped salon, workspace or barber shop with a unique sense of style

BEST SALON TEAM

For a salon, workspace or barber shop delivering teamwork at its best

BUSINESS THINKER

For the owner or director of a salon, workspace or barber shop demonstrating a remarkable approach to business

COLOUR EXPERT

For a hair colourist demonstrating exceptional technical skill and vision

CREATIVE TALENT

For the creative director or senior stylist of a salon or barber shop demonstrating stand-out skill and commercial awareness

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2022 CATEGORIES OPEN TO THE OWNERS AND EMPLOYEES OF SALONS AND BARBER SHOPS, AS WELL AS SELF-EMPLOYED HAIR PROFESSIONALS, ALL AGED 30 OR UNDER AND WORKING IN THE UK AND IRELAND

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17/02/2022 14:55

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Demonstrating the power of a shift in focus, tactile textures and shattered shapes add an organic edge to Josh Woodman’s latest editorial collection ‘Refraction’

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Key topics tackled, big questions answered. Salon Smart 2022 takes place in one motivational day this month, providing advice, inspiration and fresh perspectives – and a few tickets are still available!

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SO much more than an award. Most Wanted and the It List 2022 are now open for entries, featuring NEW categories to sink your teeth into. Check out all you need to know – right now

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17/02/2022 14:56

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NEXT EVENT: SUNDAY 3 APRIL, FROM 10.30AM LOCATION: ONLINE, WHEREVER SUITS YOU COST: ABSOLUTELY FREE

CLOSER TO HOME

Join Kenlee Taylor, founder of Home Salons UK, to learn why home salons are becoming increasingly popular, and the first five steps to take when setting up your own.

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BUILD YOUR PROFILE

A panel on how team environments can help build your solo profile, featuring editorial stylist Dionne Smith, Oscar-nominated hair and make-up designer Fae Hammond and more special guests.

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THE JOY OF COLOURING

Alan Edwards is here to help you unlock client spending by showcasing how to creatively paint and place colour, bringing a new dimension to a client’s look.

Tune in LIVE for an exclusive discount from Aston & Fincher at the end of the Masterclass!

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17/02/2022 11:15

#innolove

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17/02/2022 11:15

It’s an opportunity to bring in more clients, and make more revenue – are you maximising extensions services?

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CREATIVE HEAD

15/02/2022 14:16

Great Lengths

IN ASSOCIATION WITH

A broad new revenue stream

INCLUDING EXTENSIONS ON your menu opens an entirely new revenue stream, and a way “to ensure you can respond to each client’s individual needs in a tailor-made style”, explains Michelle Griffin, director of Loxbox Extensions. She points to how such services can be “quite literally life changing, especially when you work with clients who have suffered trauma or illness, affecting how they feel and look”. Adding services to your salon menu offers the opportunity to grow both your client numbers and your business profile. You’ll be tapping into existing customers’ need for additional services and reaching an entirely new demographic – clients who want an impressive transformation, without the wait. “Adding Great Lengths to your salon menu can attract a whole new client base, bringing with it countless benefits for your business,” says Joscelin McCourt, chief executive of HB Collective, the home of Great Lengths. “As well as the more traditional extensions clients looking for length and volume, we’re seeing the opportunity to target new audiences – something bolstered by people such as Strictly Come Dancing’s Shirley Ballas being open about using them. Hair extensions also offer solutions for those experiencing hair loss or thinning through age, health, or postpartum.” The key to attracting new audiences? Highlighting the solutions that you can provide. “There’s a real gap in education for clients, who often don’t realise that extensions could be right for them and their specific concerns,” adds Joscelin. ‘I wanted to show how versatile extensions could be for clients of any age and with any type of hair, and what you can achieve by using them,” says Beverley Rosser from Rosser Hairdressing in Liverpool. “Not all our clients are 18-year-olds with a full head of 22-inch extensions. We have people with stress-related hair loss, alopecia. They’re things that people don’t talk about, but you see daily in the salon. Identifying the problems we can solve has opened a lot of doors.” Jennifer Swain from Swain Hairdressing in Cumbria is proud to do diverse types of hair – and showcases that online. “We have clients with medical hair loss, people looking for extensions after chemotherapy – it’s really rewarding to help, and it’s helpful to show people you offer these kinds of extensions too,” she says.

CREATIVE HEAD

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15/02/2022 14:16

Education beyond application

Offer instant results

THERE IS PLENTY of education on offer to help boost your business, not only with the practicalities of application and styling, but also with client experience. “We teach our methods to other salons and freelance stylists to help build long-term, repeat custom,” says Victoria Cartwright, founder of Lox of Love in Leeds and County Durham. “Getting the process right, from initial consultation and expectation management to maintenance techniques and aftercare education, is essential” Lockdowns made us all do things differently, and education is a great example of how life has evolved. Partners have refreshed their programmes to ensure you are getting the expertise you need, in the way that you want it. “We offer flexible education packages, allowing you to train at a time and place that suits you – and our virtual training means you can avoid the additional cost of travel expenses,” says Louise Jenkins, education and creative manager of HB Collective. In fact, there’s plenty on offer for stylists who have already built up their extensions following. Great Lengths is now inviting stylists to come back to its new Finishing School for extra guidance on placement, styling and technique.

“FOCUSING ON transformations is a fantastic way of demonstrating to clients that there are few boundaries,” says Victoria. “We have clients who desperately want long, platinum blonde hair but have over-processed their natural hair so the look is unachievable. Or we have those who have been dark for years, often box dyed, and want a balayage that, when we’ve strand tested, would take a couple of sessions and require hours in the chair. Extensions can do all that and are fantastic for adding tones into the hair also.”

More choice, more opportunity AFTER 30 YEARS in the industry, Michelle Griffin says that she has found that it’s fear of the unknown that often holds clients back from opting for extensions. “‘How will they feel? How much maintenance do they need? Will they look fake?’ are just some of the concerns I’ve heard, so it’s vital to build trust,” she explains. It’s important for clients to understand that the right extensions, fitted properly by experienced professionals and combined with the correct aftercare, won’t damage their existing hair. “There’s a common misconception that extensions weigh down and damage existing locks, and even lead to hair loss and balding,” says Michelle. When looking for an extensions partner, first consider that the source is ethical and has a good reputation for responsibly sourcing their hair. Also look at the breadth of options they can provide – clip-in extensions, wrap ponytails, taped wefts, naked taped wefts, mini waves, micro rings, pre-bonded extensions… there’s plenty of choice, which means there’s most likely something for every client. “Consumers are increasingly savvy about what can be achieved with extensions and Great Lengths offers a range of solutions,” says Louise Jenkins. Its hair is sourced ethically, 100 per cent remy hair and ‘double drawn’ to ensure the same thickness from root to tip. It also partners with The Little Princess Trust so that when removed, extensions are donated for wigs for children who have lost their own hair through cancer treatment.

ADD A BLOW-DRY TO BOOST LOYALTY

For James Henderson of M Hair Extensions in Nottingham, who uses Great Lengths, it’s all about building rapport with the client. “Don’t just do their hair once and wave them out the door, you want to create opportunities to keep them coming back into your salon,” he says. James recommends including a follow-up blowdry in the cost of the service, which invites the client back a fortnight later and provides the opportunity for them to raise any problems, however small, which may ruin their experience if left otherwise unaddressed. 74

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OKAY, THERE’S A little work to do here. Stylists know that application is only half the story; aftercare is vital to keep extensions looking amazing and in place. But how to get clients thinking that way? “We discuss aftercare at every appointment, including consultation, and manage our clients’ budget expectations to include aftercare costs from the outset,” explains Victoria Cartwright. “The phrase “you wouldn’t buy a ‘dry cleanonly’ dress and put it in the washing machine” is like a mantra in our salon!” Keep it simple; that’s the advice of Lou Baldwin from Lou Baldwin Hair in Derbyshire. “Use bullet points on your social posts and get to the point. The visual really gets their attention and I find that showcasing the removal processes and offering good examples of client aftercare have been helpful.” “If they have extensions, I won’t let them leave without a maintenance pack or the right brush. It’s only going to cause problems down the line if they use the wrong thing,” admits Beverley Rosser. “Offer aftercare and a follow-up appointment as a ‘freebie’ in a service, so the client feels they are getting something extra and will then use the correct products,” says Jason O’Sullivan, ambassador for Rapture Extensions.

CREATIVE HEAD

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HOW WE ENSURE CLIENTS TAKE CARE

Lox of Love regularly runs promotions on aftercare for new extensions wearers, offering free or discounted aftercare kits. “It really does make a difference to the longevity of the extensions,” says Victoria. “We have seen the impact on our relationships with clients who haven’t followed our advice. It becomes a minefield if you haven’t educated clients on how to maintain their extensions at home, and we have learned from experience that clients can be quick to blame the fitting or the quality of the hair, when incorrect products caused issues for them.” She has trained the salon’s junior team in blow-drys for extensions customers and offers a blow-dry bar where clients can book in at an affordable price. “We also encourage our team to upsell the benefits of a backwash treatment,” she adds.

Vicky Demetriou @vickyhairreinvented

Aftercare is vital

Stand out on social media SO MANY CONSUMER purchasing decisions today are influenced by social media, so it’s vital that you showcase your work and expertise. Before and after images are effective for promoting your services. “Clients love to see the ‘real life’ version of extensions, to see how they can look on people just like them, rather than celebrities or influencers,” admits Michelle – but ensure transparency about what’s been used to help them know what to ask for. “Against the images explain briefly the type of extensions, the length, the colour and the type of fit, so that your clients are given plenty of direction,” she adds. However, with social media awash with extensions results, you need to make sure you stand out from the crowd. There is a real danger of extensions results looking a little samey. Based at Larry King in London and with an enviable clientele, Great Lengths Master Vicky Demetriou shares a mix of final looks, process videos and more to showcase her work. She advises to think about your location and your individual take. “You need to think about extensions like cutting or colour – everybody has their own style. The Las Vegas hair or the big wave with the bounce? That’s just one look,” she says. “If you’ve got that client base, then great, but not everybody has it.” On her Instagram, you’ll see what she describes as ‘everyday real hair’. “It’s not perfect, it moves a bit differently. Don’t worry about the waves – we all know it can mask a thousand sins. You want to show the skill,” she adds. “What people find interesting is the process, that gets a lot more engagement, with hairdressers as well.” 75 61

15/02/2022 14:17

Scan the QR code to discover how you can become a Great Lengths certiﬁed stylist and transform your business this year.

Great Lengths hair extensions are famous for their unique made-in-Italy

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materials. Each of us tells a story. It starts within and it reﬂects on the way we want to be percieved from the outside, which is why the company believes that providing the hair we dream of is paramount. Voices is a project which reveals the stories of 7 women

www.greatlengths.com/uk

chosen for their tales of life changes and courage.

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CREATIVE HEAD

15/02/2022 14:23

N I A H C K C BLO

DRAWING INSPIRATION FROM SUBCULTURES, STREET CULTURES AND EVERYTHING IN-BETWEEN, SESSION STYLIST TYLER JOHNSTON BRINGS TO LIFE SOME OF THE WIGS THAT GRACE HIS WORK, TEAMING UP WITH VISUAL ARTIST STEVE THOMPSON TO CREATE A COLLECTION THAT’S ALL ABOUT THE HEADS PHOTOGRAPHY BY CHRIS BULEZUIK CREATIVE HEAD

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CREATIVE HEAD

15/02/2022 14:24

CREATIVE HEAD

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HAIR AND CONCEPT Tyler Johnston (@tylerjohnstonhair) using Schwarzkopf Professional Chroma ID (@schwarzkopfprouk), assisted by Daniel Moura (@danmoura_hair). COLOUR Schwarzkopf Pro UK PPS Team. ARTWORK Steve Thompson. MAKE-UP Abby Weatherley (@abbyweatherleyx). PHOTOGRAPHY Chris Bulezuik (@chrisbulezuikphotography).

OF THE SHOOT ONLINE AT CREATIVEHEADMAG.COM

15/02/2022 14:24

THE LAST WORD ON… Mindfulness Mindshine

WANT MORE ON MINDFULNESS?

AS BUSINESSES ARE looking to embrace a sustainable approach, there’s also a growing importance post-pandemic on keeping our mental wellbeing healthy and sustainable, too. Mindfulness has become more than a buzzword; for many it’s an essential approach to everyday life to ensure balance and happiness. But what exactly is it? “Maybe you feel like it belongs in the ‘crystal healing’ camp and that’s not really your bag? Let me assure you that mindfulness can be very useful and be practiced by all, regardless of whether they want to line up rows of amethysts or not,” says clinical psychologist Dr Marianne Trent, host of The Aspiring Psychologist podcast. “Mindfulness is like the opposite of distraction. It is really absorbing yourself into the moment and can help improve mood and increase the ability to think about things which feel worrying or scary.” According to Dr Jess Braid, mindfulness can improve focus and attention, and has benefits in conditions such as ADHD. It has also been shown to enhance memory, comprehension and to improve work performance. “Regular mindfulness practices can reduce anxiety, depression and stress better than any medication. By being aware of, and making time for, how we feel, we become much better at regulating negative emotions,” she says. Want an easy place to start? There are plenty of apps to help you along your way, such as Mindshine, which describes itself as a ‘happiness coach in your pocket’ and has daily exercises that adapt to you to help make each day better. There are routines to choose from that include affirmations and meditation, and lots of exercises and coaching plans to work through on subjects such as stress

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and resilience and productivity and performance. Caroline Sanderson – Most Wanted Business Thinker Legend, founder of Ego Hair Design and author of Mindset, Magic & Miracles – is convinced hairdressers and barbers need to embrace mindfulness due to the very nature of their jobs. “Being able to self-regulate and be emotionally aware is very helpful in our work life, as we deal with so many people and different energies. If we don’t take time to become aware of how we’re feeling, we can get anxious.” She explains that when we feel stress and anxiety, our hearts beat “in chaos rather than coherence”, and send messages to our brains that we’re in danger. The brain then switches to ‘flight or fight’ mode and releases stress hormones that affect certain body systems such as the immune system. “That’s why prolonged stress leads to health issues,” she says. One of the easiest mindful acts you can bring to your salon is breathing breaks, she advises. “Taking time out to have a quiet moment and breath in a slower, steady way helps your heart go back to coherence that sends the message of calm to the body that everything is safe and the functions can go back to normal,” she explains. “Don’t underestimate the power of breathing! We have a room at the back of the salon we use for meditation and mini breathing breaks.” Affirmations have also been powerful tools for many looking to embrace mindfulness, positive messages that put your mind at ease. “You can have these around the salon, in staff rooms, over the sink and so on, to help bring thoughts back to a positive place and as a reminder to speak to yourself in an empowering way to charge your energy rather than deplete it with negative inner dialogue,” adds Caroline.

CREATIVE HEAD

15/02/2022 14:27

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