Creative HEAD UK May by Alfol Publishing

THE GAM E-C H ANG ING SER V ICE S TO

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LAW ATT OF RAC TIO N £4.50 MAY 2022

In print•online•everywhere!

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*Colour U&A, September 2021, 2CV – females aged 16+, n= 4119. **Combing test. Pre-treatment, shampoo and mask versus classic shampoo on bleached hair

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SHEER MAGNETISM

THE IRRESISTIBLE APPEAL OF SALON-FRESH COLOUR HAS A NEW SOURCE. L’ORÉAL PROFESSIONNEL PARIS METAL DETOX IS YOUR BEST PARTNER FOR ENVIABLE HAIR THAT KEEPS CLIENTS HOOKED WHEN IT COMES to hair, your expertise and knowledge is your calling card, your appeal. Clients can colour their hair at home but choose to seek out your services because they trust an expert. They want the best skills, the best products, and the most cutting-edge experience. They also want services that are more caring and can amp up the shine. In fact, research has shown that 58 per cent of women who stopped colouring their hair did so because of a fear of damage.* You need the right tools to equip yourself to meet their needs. And one innovation stands apart from the rest…

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L’Oréal Professionnel Paris Metal Detox is the result of intensive research, examining how copper in the hair can affect colour results and the fabric of the hair itself. The results were astounding – high quantities of copper in the water systems across the world can affect hair’s texture and appearance, and the way it reacts to colourants. After seven years of this research and countless tests, Metal Detox emerged: a simple, three-step system to change the way professional hairdressers can care for their clients’ hair, by offering unparalleled results. Powered by science, Metal Detox is changing the landscape of salon colour.

HOW IT WORKS Q: What does excess metal in the hair do? A: Metal – specifically copper – can have a negative effect on colour results. Colour can appear patchy or uneven because built-up copper particles in the hair fibre can affect colour uptake and increase breakage. Q: What makes Metal Detox different? A: Glicoamine is the key ingredient that makes Metal Detox so special, it works quickly and efficiently to help neutralise excess copper particles in the hair that got there through the water system. By neutralising the excess copper Metal Detox leaves hair stronger, with up to 87 per cent less breakage,** shinier and healthier looking. Technology is ever evolving, and clients expect you to keep up. Metal Detox is a no-brainer; whether as a standalone treatment or as an addition to colour services, it takes mere seconds to a client’s appointment… yet makes a huge impact.

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POWER OF THREE

THE METAL DETOX TRIO WORKS TOGETHER SEAMLESSLY TO CREATE THE PERFECT CANVAS FOR COLOUR

STEP ONE

STEP TWO

STEP THREE

THE PRE-TREATMENT SPRAY The hero product! Leverage your professional edge with this salonexclusive. The fine mist helps neutralise excess copper build-up that hides in the hair. Spray onto dry hair in sections, from ends to root, focusing on the lengths. Leave the product to air-dry while you mix your clients’ colour. In seconds, you’re ready to go.

THE SHAMPOO This gentle shampoo cleanses the hair after your colour service and has an uplifting scent that’s sure to be noticed by clients. Apply evenly to wet hair, lather and rinse.

THE MASK Protect the hair fibre from further build-up by finishing the service with the Metal Detox Mask. Ideal for all hair types, and in particular sensitised hair, it leaves locks with a touchably-soft, radiant finish. Without having to worry about hidden metals in the hair challenging its structural integrity, you can do what you do best: harness your skills to create impressive colour results to wow clients without leaving them fearful of damage or uneven results.

SCIENCE TEST

YOU CAN ACCESS DIAGNOSTIC TOOLS TO HELP EXPLORE THE METAL DETOX RANGE WITH YOUR CLIENT ON THE STYLE MY HAIR PRO APP

SEAMLESS INTEGRATION

METAL DETOX OFFERS AN ULTRA-GENTLE YET ULTRA-EFFECTIVE SOLUTION FOR CLIENTS WORRIED ABOUT DAMAGE TO THEIR HAIR. IT CAN BE USED WITH EVERY COLOUR BRAND, AND WITH EVERY SERVICE – IT’S THE INSTANT INSURANCE POLICY FOR EVERY COLOUR CLIENT

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SEE IT, FEEL IT THE UNDENIABLE EFFECTS OF L’ORÉAL PROFESSIONNEL PARIS METAL DETOX HAVE CAUGHT THE ATTENTION OF BOTH PROFESSIONALS AND CLIENTS ALIKE! FROM COLOUR RESULT TO CONDITION, IT’S A SIMPLE SERVICE WITH A BIG IMPACT BEFORE

AFTER

HARINGTONS

BARRY MADDOCKS, UK CREATIVE DIRECTOR

“MY CLIENTS THINK METAL DETOX IS FANTASTIC BECAUSE THE RESULTS SPEAK FOR THEMSELVES! THEY LOVE THE SPEED OF THE TREATMENT, THEY LOVE THE FRAGRANCE, AND OVERALL THEY LOVE THE SHINE AND QUALITY OF THEIR HAIR AFTERWARDS”

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BEFORE

AFTER

LINTON & MAC

JENNIFER LINTON & JAYNE MACDONALD, CO-FOUNDERS

“WE LOVE METAL DETOX BECAUSE IT ALLOWS US TO PUSH OUR IMAGINATION AND CREATIVITY. CLIENTS LOVE IT BECAUSE THEIR HAIR IS PROTECTED, FEELS AMAZING AND DREAM RESULTS ARE ACHIEVED”

AFTER

JOHN GILLESPIE HAIR JOHN GILLESPIE, FOUNDER

BEFORE

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“I LOVE METAL DETOX BECAUSE IT GENUINELY HELPS PREVENT DAMAGE TO THE HAIR. IT IS SO EASY AND SIMPLE TO USE, AND THE RESULTS SPEAK FOR THEMSELVES”

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FOWLER35

VAS MIKELLIDES, COLOURIST

“METAL DETOX ACTS LIKE A PRIMER BEFORE ANY COLOUR SERVICE. IT TAKES SECONDS TO SPRAY THE PRETREATMENT THROUGH, TO LIFT HARMFUL METALS FROM THE HAIR. FOLLOWED BY A LUXURIOUS SHAMPOO AND POST-TREATMENT MASQUE, THE HAIR LOOKS AND FEELS SO HEALTHY”

BEFORE

AFTER

ZEBA HAIRDRESSING, DUBLIN MIKE DECANTER, CREATIVE DIRECTOR

“WHEN HAIR IS LOOKING DULL OR UNEVEN IN TONE, METAL DETOX HELPS TO REVIVE LIGHTNESS. IT BRINGS COLOUR BACK TO LIFE BY REMOVING DULLNESS AND RESTORING LUSTRE AND SHINE. THE BEST BIT? IT ADDS NO EXTRA TIME TO THE SERVICE!”

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EVERYONE’S A WINNER

It’s well known that recommendations from others will make clients more inclined to try something – particularly if that endorsement comes from a recognisable name. About 95 per cent of customers read reviews before making a purchase,* and the likelihood of a purchase increases by 15 per cent when buyers read verified reviews over anonymous ones.** The Metal Detox Shampoo and Mask were named the Best Colour-Safe Shampoo and Conditioner by the Cosmopolitan Beauty Awards 2021, a stamp of approval from one of the most recognisable consumer magazines! Clients can help to protect and maintain their hair between salon visits with the homecare – while returning regularly for that hero Pre-Treatment Spray to keep their hair in pristine condition between colour services as well. Using the Metal Detox duo at home can allow clients to have hair that is smoother, silkier and twice as shiny.***

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* The Power of Reviews report, powerreviews.com. **Spiegel Research Center. ***Instrumental test shampoo and mask. ****Combing test. Pre-treatment, shampoo and mask versus classic shampoo on bleached hair

EVERY CLIENT CAN BENEFIT FROM METAL DETOX – FROM COLOUR TO CARE, IT’S A WINNING FORMULA!

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UNSURE OF HOW TO BRING UP ADDING A NEW SERVICE TO A REGULAR CLIENT? WORK THESE POINTS INTO YOUR CONSULTATION TO CONVINCE THEM TO TRY

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TALK IT THROUGH

DID YOU KNOW THAT METALS IN YOUR WATER COULD BE HAVING A NEGATIVE EFFECT ON YOUR COLOUR RESULT? A GREAT WAY TO OPEN THE CONVERSATION. YOU CAN THEN MOVE ON TO EXPLAIN HOW YOU SPOT METALS IN THE HAIR PRIOR TO A COLOUR SERVICE AND GIVE EXAMPLES IN THEIR HAIR, SUCH AS GREEN CAST, METALLIC TINGE OR A DULL TEXTURE.

DO YOU WANT STRONGER HAIR AFTER YOUR COLOUR, WITH VIRTUALLY NO EXTRA TIME ADDED ON TO YOUR EXISTING SERVICE? CLIENTS FEAR DAMAGE! LEAD WITH THE STRENGTHENING ASPECT – THAT USING METAL DETOX CAN REDUCE BREAKAGE BY UP TO 87 PER CENT**** – TO HAVE NEW AND RECURRING COLOUR CLIENTS’ EARS PRICKING UP.

DO YOU WORRY ABOUT COLOUR FADE, OR IS LACK OF VIBRANCY ALWAYS ON YOUR MIND? KEEP THE SCIENCE OF METAL DETOX SIMPLE. EXPLAIN THE ROLE OF THE FORMULA ENRICHED WITH GLICOAMINE TO NEUTRALISE COPPER BUILT-UP IN THEIR HAIR, AND HOW THE MASK HELPS TO SEAL CUTICLES FOR LONGER-LASTING COLOUR ON A MORE STABLE BASE.

HAVE YOU EVER EXPERIENCED HAIR SENSITIVITY THAT YOU CANNOT EXPLAIN? IT’S IMPOSSIBLE TO SEE IF COPPER IS BUILT UP WITHIN THE HAIR; METAL DETOX ACTS LIKE AN INVISIBLE SHIELD, HELPING TO PREVENT IT.

ARE YOU LOOKING FOR AN EASY ROUTINE AT HOME THAT HELPS MAINTAIN YOUR COLOUR? METAL DETOX IS COMPATIBLE WITH ALL BRANDS, MEANING THE SHAMPOO AND MASK ARE THE PERFECT AFTERCARE ADDITION TO ANYONE WHO WANTS TO MAINTAIN THEIR COLOUR.

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IA L CR EATIV E HE AD AD VE RT OR

THE PROFESSIONAL DIFFERENCE METAL DETOX CAN BE A GAME-CHANGER IN YOUR COLOUR BUSINESS WITH THE HELP OF L’ORÉAL ACCESS To wield your professional tools to full effect, it’s crucial that you have the training and education to back them up. L’Oréal Access has a multitude of content to educate you on how Metal Detox can transform your colour business. With how-to videos, fact sheets and additional assets, you can feel confident in the knowledge that the technical and business support is there for you.

DISCOVER METAL DETOX HERE

DISCOVER WHAT YOU CAN ACHIEVE WITH METAL DETOX FROM L’ORÉAL PROFESSIONNEL PARIS. VISIT LOREALPROFESSIONNEL.CO.UK OR LOREALACCESS.COM TO SEE THE COLLECTION IN ACTION. CALL 0800 030 4034 (UK) OR 1800 535 616 (IRELAND) FOR MORE INFORMATION. @LOREALPRO @LOREALPRO_EDUCATION_UKI #METALDETOX #LOREALPROUK #LOREALPROIRE

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creativeheadmag.com

Classic London looks sprinkled with avant-garde touches. In ‘Emerging’, the Blue Tit education team makes a bold statement with fearless cuts, strong colours and deﬁant styling

We chatted to Daniel Chapman about his work on the music video for Todrick Hall’s queer anthem Queen, shot in Ukraine just prior to the Russian invasion

Capitalising on extensions, demystifying inﬂuencer marketing, speedy creative colour options and an exploration of the gloss that keeps on giving! SELF/STYLED Sunday returns on 29 May

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From sketches of cyber action heroes to burning photographic prints, Darren Ambrose explains how he stoked his creative ﬁre creating his ‘AVH’ collection after lockdown

@creativeheadmag

20/04/2022 12:34

#PoweredByBaByliss #StyledByYou

COLOR FOR EVERYONE Colorance. For every stylist. For every client. For every service. Goldwell delivers what stylists want – rich, shiny color with an amazingly healthy hair feel. Easy. Quick. Versatile. Colorance colors and repairs hair in one step, delivering up to 3 times more shine and up to 5-times-better combability*. See and feel the difference. Discover more at goldwell.com *Even on damaged hair.

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#COLORFOREVERYONE #GOGOLDWELL

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04/04/2022 09:36

EDITOR’S LETTER 24

LIST LIST LIST LIST

JOIN US!

Hairdressers and barbers have long been recognised as unofficial confidantes, even at times a kind of therapist to their long-term clients. I remember research from a few years ago claiming the average British woman will stay with her hairdresser longer than her husband. While the average marriage lasts 11.5 years, most British women stay with their stylist for 12.4 years. There’s a bond, and that bond is an incredibly powerful tool for cultural change. The Lions Barber Collective opened our eyes to that with its work on suicide prevention, and since then salons and barber shops are increasingly aware of the impact they can have for positive change. Putting important policies in place can lead to a real and lasting impact, both for clients and for teams. Turn to page 72 for our deep dive into culture change, from gender inclusivity to alcohol and drug abuse support, via fertility and menopause aid. Of course, if you’re already on top of such subjects and seeing the change you can deliver, then maybe you should be entering our Most Wanted and It List Awards. This month marks your last opportunity – the deadline is 23 May – maybe we’ll be celebrating your salon’s culture on Grand Final day.

Amanda Nottage Editor

amanda@alfol.co.uk

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iiiiittttt 46 t i LIST LIST

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May is looking mighty meaty here at Creative HEAD! With Most Wanted and It List entries closing on 23 May, it’s full steam ahead with getting those portfolios polished, we can’t wait to see what you’ve been creating. We know it’s tricky to keep up when you’re a freelancer, so SELF/STYLED Sunday is back on 29 May with The New to Know, to keep you plugged in to the latest trends – turn to page 54! Alternatively, for all you salon and barber shop owners out there, find a whole host of business support and advice over advice over on Salon Smart HUB, check page 52. One more thing, catch the first episode of our new Spotlight series sharing collaborator stories, on page 65. Find all the dates online at creativeheadmag.com/events

@creativeheadmag

21/04/2022 12:59

NEW

NEW SUPER LUXE RECYCLED METAL STORAGE TIN & Additional Colour Sleeves Available Seperately

divapro.co.uk

May WHAT’S INSIDE

OUR CONTRIBUTING EDITORS

SYD HAYES, Q CUT

SUBRINA KIDD

ON THE COVER MARK MACIVER, SLIDERCUTS

Hair by L’Oréal Professionnel Paris

MURRAY MCRAE, STAG

CULTURE CHANGE CLUBS Harness the power of conversation in your salon to change cultures, and take action KEITH MELLEN & ANNE VECK

SHARON ROBINSON

THE BIG BRILLIANT SUMMER OF BLONDE

HARRIET STOKES, HUMANKIND HAIR

EDITOR

KY WILSON, THE SOCIAL

Get your blondes sunshine-ready with our five-step makeover plan

ONLINE AND DIGITAL ASSISTANT

CREATIVE PARTNERSHIPS ASSISTANT

ART DIRECTOR

DIGITAL & SOCIAL MEDIA MANAGER

CREATIVE PARTNERSHIPS MANAGER

NICK JABBAL

AMY FREDRIKSSON

JENNY BROOKS

CHIEF SUB EDITOR

BRAND MANAGER

CREATIVE PARTNERSHIPS DIRECTOR

AMANDA NOTTAGE

DEPUTY EDITOR DEBORAH MURTHA

KELSEY DRING

ADAM WOOD

NAOMI SCROGGINS

DIGITAL DESIGNER

COMMERCIAL DIRECTOR

EVA VESTMANN

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LAURA TUCKER

NATASHA PEARS

JOANNA ANDERSEN

PUBLISHER

CATHERINE HANDCOCK

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

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

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

20/04/2022 12:36

IN THE KNOW Colour Trophy Finalists revealed

Southern and London Semi-Final

Revlon Professional has revealed the five names of its 2022/2023 Visionaries Team. Jessie Stride (Beehive Creative Studio, Hessle), Adele Plowman (Be Unique, Kingston upon Hull), Amy Wright (Mint Hair, Battersea), Olivia Barn (Westrow, West Park, Leeds) and Shelby Barraclough (Peter Marsh Hairdressing, South Shields) scored places on the coveted year-long mentorship programme, directed by Revlon global ambassador, Mark Leeson. Finalists gathered at the Revlon Professional Academy in Leeds to recreate on-trend cut and colour entries and posed such fierce competition that the judges simply couldn’t narrow it down. “The competition was so strong that we made an exception this year and awarded five places as opposed to four,” said Richard Darby at Mark Leeson.

Southern and London Semi-Final

REVLON PROFESSIONAL HIGH FIVES VISIONARIES

North Eastern Semi-Final

A SELECTION OF THE ESSENTIALS

L’ORÉAL COLOUR TROPHY inches ever closer to its Grand Final with the culmination of the regional Semi-Final events and the announcement of its finalists. The eight Semi-Final events, spanning from Glasgow to London, produced versatile and impressive looks, chosen by a discerning panel of judges of key L’Oréal Professionnel Paris artists. Keep your eyes peeled for the announcement of the winners of the live semi-finals for the L’Oréal Colour Trophy Afro Award and Colour Specialist Award on 9 May. The full list of finalists can be found at lorealcolourtrophy.com/grand-final

Everybody’s talking about…

Sebastian Cult Team @sebastian_cultteamuki

The Sebastian CULT Team is a big deal. The 18-month programme, mentored by Dom Capel and Angelo Vallillo, offers six inspiring and creative hairdressers the chance to get their name out there, to impress with platform work and take their career to the next level. The six stars of tomorrow have all been selected, pictured from left: Alexandra Wood (Paul Falltrick Hairdressing, Romford), Jenni Stewart (Wonderland, Livingston), Emily Nelson (House of Colour, Dublin), Nathaniel Oakey (YAEKO, Leeds), Leah Udall (Volt Salon, Sheffield), and Darren Smith (Review, Petersfield). Included in the programme are presentation workshops, creative design sessions, seminars and editorial events. Welcome to the Cult!

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CREATIVE HEAD

21/04/2022 13:00

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03/12/2021 13:25

BOOK IT!

LET’S BLEACH IT

Riotous colour at Powered by Pulp Riot PULP RIOT’S ANNUAL Powered by Pulp Riot, held in partnership with Creative HEAD, was another Technicolor dream stream that showcased colourful creations across the spectrum. Ten artists were tasked with creating jaw-dropping colour looks live, from sumptuous golden lengths to a bold and brilliant shaved head design. Viewers tuned in live online to see some of their favourite artists – including Tegan Robertson, Dominic Ackah-Amihere (pictured above) and Pedro Pimpão – demonstrate new techniques and Pulp Riot products to get the creative juices flowing.

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WE’RE HEADING into prime blonding season, which means big bucks for your business. Why not level-up and become a master of the art with Let’s Bleach It from Schwarzkopf Professional? Led by award-winning salon owner Tim ScottWright, this session is all about pre-lightening, toning and blonde maintenance and has been created to dispel fear and empower you with the confidence to deliver a beautiful blonde, every single time. As well as formulations, products, and techniques, you’ll also cover the characteristics of hair to guarantee its integrity and achieve healthy, nocompromise colour. Prepare to be the boss of blonde… WHEN 30 May WHERE Hunter Collective Clerkenwell, London BOOK rebecca.stanton@henkel.com

GREEN LIGHT

B-CORP FOR A* HAIR BRANDS

B-Corp Certification is assigned to a business that’s meeting high standards of performance, accountability, and transparency on areas such as employee benefits and charitable giving, to supply chain-practices and materials. Davines led the way for hair, nabbing that certified B-Corp status in 2016, and now we’re seeing more join in. Blue Tit has become the first UK salon to gain the B-Corp title, installing refill stations in all 10 salons and recycling more than 95 per cent of its waste. It’s now joined by Great Lengths, the first hair extension brand to secure the B-Corp title, and Green Salon Collective has nailed it too. Matt Gebbie, director at Blue Tit London, says: “B-Corp is a community of leaders and disruptors and drives a global movement of people using business as a force for good.”

CREATIVE HEAD

20/04/2022 16:26

TH E NAK HAI R SIGNATURE RANGE

IV IN G GREEN L · E E R F PA R A B E N E && T A H PARABEN FREE · GREEN LIVING SULPHATE · P VEGAN · NOT TESTED ON ANIMALS L U ALS · S IM N A N ED O OT TEST N · N A G VE

Our NAK Hair products are armed with a rich understanding of salon life and a genuine passion for creating beautiful products inspired by the Australian lifestyle. Our product collections feature Natural Vegan Ingredients, Luxe Botanicals, and Pure Essential oils, which offer beautiful hair rituals and respects the delicate nature of hair and skin.

NAK SIGNATURE VEGAN . SULPHATE FREE . PARABEN FREE DESIGNED FOR SUBLIME CLEANSING, BEAUTIFUL TREATMENTS AND EFFORTLESS STYLING RITUALS. To become a NAK Hair stockist contact your Key Account Manager or email marketinguk@xperthair.co.uk for more information. SULPHATE & PARABEN FREE . VEGAN FRIENDLY . NOT TESTED ON ANIMALS . AUSTRALIAN MADE & OWNED XPERTPROFESSIONAL.CO.UK

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NAKHAIRUKI

09/03/2022 09:18

KAO LAUNCHES ONLINE ECO GAME Kao Salon Division has unveiled Green Mirror, an online game specifically developed to educate salon owners and their teams on how they can become more sustainable. Designed in an escape room format, Green Mirror poses questions about the energy consumption of common hair tools such as hair straighteners and dryers, and how you can save hair colour through precise application. Access the game at kaosalondivision.com

ASP Colour Rebels revealed NICOLA HAMM, Andrew Gladwell, Mia Rowley, Darrel Starkey and Jon Aherne have been named as the five new members of ASP Expert Haircare’s Colour Rebels Artistic Team. They impressed the judging panel with their artistic creations to claim their spots on the two-year programme. The five will be joined by Aimee Goodwin on the team, who deferred her place due to maternity leave.

@DIONNESMITHOFFICIAL When your client has the most talked-about hair in one of the most talked-about shows on TV, crafting looks with impact off-screen can be a challenge. But it’s a challenge Dionne Smith has effortlessly risen to when working with Bridgerton star Golda Rosheuvel. For the cover of Untitled magazine, Dionne utilised Golda’s natural 4C texture to craft a feminine, compact shape. In contrast, she switched things up for Harper’s Bazaar, fashioning a bombshell blonde wig.

CATCH-UP

Collette Osborne has been appointed chief policy officer for the Hair & Barber Council, working alongside registrar Keith Conniford

ROBERT EATON NAMED FELLOWSHIP PRESIDENT

Robert Eaton, creative director of Russell Eaton Salons and Wella Professionals’ technical director UK&I, is the new president of the Fellowship for British Hairdressing. Outgoing president Ken Picton handed over the presidency to Robert (pictured) in front of industry peers at the President’s Night event, held at The Brewery, London.

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Tick… tick… tick… that’s the sound of your traditional electricity or gas meter, toiling away in a cupboard or outside to measure how much energy you’re using in the salon. Energy bills are now ticking time bombs for salons struggling to rebuild postCovid. Want to try and cut those bills down? Consider a smart meter, which measures how much gas and electricity you’re using, as well as what it’s costing you, and displays the info on a handy in-salon screen for you to keep an eagle eye on. No more estimated billing – your meter sends monthly updates to your supplier to ensure spot-on bills. The smart meters are free – just visit smartenergygb.org

Remi Cachet welcomes seven new stylists its Super Stylist group for 2022/2023. They are: Faye White of Faye Louise Hair; Hollie Williams of Hollie Williams Hair; Jade Pask of Hair Extensions by Jade; Joanna Foad of Joanna’s Hair And Beauty Salon; Krystle Purdy of Krystalized; Lucy Pearson of Lucy’s Hair Extensions; and Stephen Hopper of SH! Hair. Karine Jackson Sustainable Hair Salon is the top Vish Waste Warrior salon team.

CREATIVE HEAD

21/04/2022 13:00

revlonprofessional.com

COLOR THROUGH A METAL-ICE LENS

NUTRI COLOR FILTERS TM

Discover the icing possibilities and the neutralization power of our metal-ice palette. Filter-ice your creations and empower your clients to achieve metallic, cold and gleaming reflects. It’s time to see color through a metal-ice lens. To find out more or to become a Revlon Professional stockist contact us on 020 7391 7440 (UK) or 01 8869300 (IE). Order online at revlonproshop.com or browse at revlonprofessional.com.

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22/03/2022 07:30

KMS is making it simple for clients to make conscious choices with its new CONSCIOUS STYLE line. This range of gentle essential haircare is designed for daily use, and is formulated with minimal and mostly naturally-derived, ingredients.

Hairdresser and salon owner George Katsaros is the brain behind GKOMB, designed to turn heat-styled curls into effortless waves in seconds. GKOMB’s thick teeth have been structured to handle thick long hair, extensions and textured hair, while being gentle, anti-frizz and anti-static.

RRP £29

gkomb.com

RRP from £16.80

kmshair.com

Clients can sleep peacefully with Aveda’s Botanical Repair Strengthening Overnight Serum. This 99 per cent naturally-derived, quick-absorbing serum helps prevent damage and friction during sleep.

stone m the R+Co Gem New treasures fro otect, Pr r lou Co o ampo line include Pre-Sh rmpromised, colou which rescues co ing ish ur no a th wi processed strands ent. It’s joined by pre-wash treatm t, ossing Treatmen Gl an Ultra Shine ep provides de a rich crème that s colour and seals he ric en hydration, ts so that hair reflec damaged cuticles light like glass.

RRP pre-shampoo £29, treatment £34 randco.com

Revamped and better than ever, Smooth Infusion from Aveda protects against frizz for up to 72 hours, thanks to its advanced plant-powered technology. It’s vegan and silicone-free, too!

RRP from £23.50 aveda.co.uk

RRP £40

aveda.co.uk

Recycling should come at the very bottom of everyone’s sustainability goals – before that we should aim to reduce and re-use. Following a successful pilot phase, AUTHENTIC BEAUTY CONCEPT is rolling out an updated design of its Refill Bar, with options for a smaller unit to provide a more flexible approach, suitable for even more salons. It also uses recyclable five-litre bottles, made from 50 per cent PCR plastic, with reusable pumps and recyclable Forest Film labels. authenticbeautyconcept.com

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21/04/2022 13:02

STOCK IT!

LAUNCHES AND INNOVATIONS READY TO HIT YOUR SALON SHELVES

Caring for curls just got easier, with A Curl Can Dream from Matrix. Designed to protect the curl pattern from beginning to end, the line-up is enriched with manuka honey extract to help nourish and shape curls and coils .

RRP from £13

The Nutri Color Filters Metal-Ice collection from Revlon Professional has two new additions, Mauve Blonde and Iced Rose. Chillingly perfect for cool, shiny, and bespoke multi-hued results.

In-salon service revlonproshop.com

matrixhaircare.co.uk

Mark McCarthy, owner of MARKDAVID salon, has collaborated with Foil Me Foils to design the first custom foil for the brand in the UK. ‘The Stella’ features lavish embossing, capturing his love for Art Deco and his Cocker Spaniel, Stella.

RRP from £22.50 foilmefoils.co.uk

CREATIVE HEAD

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Schwarzkopf Professional is collaborating with beauty brand The Unseen on what it’s calling the world’s first prismatic, It might look like just holographic hair colour that’s reactive to t another little bottle, bu temperature – Colour Alchemy! The fiveINNOluxe Mistify makes strong collection is inspired by the bright a big difference. It’s all iridescent colours found in nature; think s about more repair, in les peacock feathers and scarab beetles. lets time than ever – Mistify And there’s no pre-lightening or ht you apply exactly the rig bleaching needed. Just add a touch of nd to concentration of ReBo sunlight, body heat or the heated air from r hai the rest of your client’s a hair dryer and marvel at . rks wo our col ir the ile wh the transformation…

£3.50

innoluxe.com

In-salon service

schwarzkopfpro.com/colouralchemy

21/04/2022 13:03

COLOUR VISION

CHANGE IS IN THE AIR WITH NEW EDUCATION AND EVOLUTIONS OF CURRENT TRENDS. ENSURE YOU’RE EQUIPPED TO HANDLE ANYTHING WITH THE HELP OF WELLA PROFESSIONALS IN ASSOCIATION WITH

BESPOKE BLENDS

CENT 20 PEK ALLR THR SAVE YOU EE BOO

WHEN AYAGE COURSES WITH WELLA’S BAL E MM GRA SPECIALIST PRO

Balayage is no longer a trend, it’s one of the most adapted techniques in the history of hair colour. The Wella Studios offer everything from a balayage introduction to more in-depth education to grow your skills. Colour Craft Balayage (one day, £179+VAT). The perfect starting point to learn the fundamentals of balayage in this hands-on workshop. Ultimate Balayage (one day, £179+VAT). Learn more advanced techniques, including how to blend and tone, and how to manage client expectations. Corrective Balayage (one day, £179+VAT). New for 2022, this advanced colour course will show you how to use balayage as a corrective process on heavily pre-coloured hair or uneven surfaces. Courses available at Wella Studios in London and Manchester. Download the Wella Education Book 2022 at wella.com/educationbook

THE COLOUR CLINIC IS OPEN… ENGE EVERY ISSUE WE SPEAK TO A WELLA PROFESSIONALS COLOUR EXPERT ABOUT A KEY CHALL TO CREATE AND HOW TO OVERCOME IT. CALUM TIERNEY (@CALUMTIERNEY) IS USING SHINEFINITY HYPER-REAL RESULTS “I love a semi-permanent shade for my clients who have root fades or lived-in colour, but sometimes as that fades you can see a little of that natural warmth come through; it starts to look a little mousy. You can always see, in certain lights, a little bit of a differential between the grown-out colour and the natural colour. “Wella Professionals Shinefinity is amazing for these clients – the way it grows out is unbelievable. Hair looks supernatural with this shine and gloss. It’s not too strong either, so you don’t need to worry about watching the clock for a money piece, or face-framing sections. “It’s really quick to apply, and when running it through the lengths and ends Shinefinity almost feels like a conditioner. It feels like it can’t help but make the hair amazing – soft as butter, and so easy to fade with.”

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CREATIVE HEAD

20/04/2022 12:41

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SHELFIE TIME Wella Professionals Shinefinity, when paired with Koleston Perfect, really can make clients’ dreams a reality. Adding a Shinefinity gloss to a simple root retouch gives that luxurious feel clients crave, even for the most basic service. Now more than ever, clients want healthy, shiny hair!”

DAISY GOORD, DAISY GOORD SALON @DAISY_GOORD

WHY I’M WELLA

We’ve been with Wella Professionals since we launched Unique more than 15 years ago. It’s not just the products that we love, it’s the service and education. We are renowned for our colour work and all our salons have at least one Master Colour Expert – and the ongoing training all stylists receive from Wella Professionals ensures we remain among the top salons in our area. “Our clients continue to be impressed by the System Professional range, and the new we/Do Professional collection is appealing to a new market. We trust Wella to support our business growth, and value the expertise and advice that it provides. We’re looking forward to working with the brand for the next 15 years.” SHARON DALTON, UNIQUE SALONS @UNIQUESALONS

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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20/04/2022 12:41

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

THE PLACES

NEW SPACES, FRESH LOOKS AND LOCATIONS TO HELP YOU WORK BETTER THE HEIST HOUSE BY NASHWHITE, WARWICK @NASHWHITE

Nashwhite believes in creating the right environment to bring out the best in its team and community across all its sites. But The Heist House is more than a salon. The name is a nod to its past life as a bank in the ’70s , but today you’ll find hair, coffee, studios, events, yoga, photography and a place to work. “We invite our community to drop in and tune out,” explain Nashwhite founders Lee Nash-Jones and Rob White. “A members’ house feeling, without the membership, we want everyone who walks through our doors to feel welcome, at ease and to leave inspired. The building and interiors play a key role, from the textured rugs and velvet sofas to the way we’ve opened the space and framed the surrounding views.” Everything has been stripped back to reveal the original building and to create new areas leading to the roof terrace, garden and beyond. They reclaimed and salvaged much of the interiors to respect the site’s legacy, the planet and their own budget, including wooden floors and lights from old buildings, restaurants and warehouses, antique tiles from salvage yards, and workbenches from an old industrial carpet warehouse. The overall vibe is multilayered and a little bit undone.

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CREATIVE HEAD

20/04/2022 12:43

GOT A NEW SALON OR A FRESH REFIT TO SHOUT ABOUT? ENTER MOST WANTED BEST NEW SALON 2022 – TURN TO PAGE 46

SIXX HAIR STUDIO, BRISTOL

@SIXXHAIRSTUDIO Located just off the legendary skateboarding haven Bearpit plaza, Sixx is tucked away in the buzzing Art Club collective space, surrounded by local coffee shops, a vinyl store, vintage clothing boutiques, rare plant shops, and a gallery.

CREATIVE HEAD

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AVERY., BRIGHTON

@AVERY.SALON Katie Avery has opened a salon on the south coast that reflects her own aesthetic – relaxed, chic and modern. It’s also sustainable, with a partnership with Green Salon Collective and even bamboo toilet paper.

21/04/2022 13:03

24/7

A DAY OF WORK/LIFE BALANCE FOR HARE & BONE OWNER AND CREATIVE DIRECTOR SAM BURNETT @SAMBURNETTHAIR I GET UP AT… Between 6AM and 7AM. I do a short gratitude practice before getting out of bed. I then wash my face in ice-cold water and do a 20-minute meditation. Four times a week I do a HIIT workout, too. MY WORK WARDROBE CONSISTS OF… Black or grey jeans and T-shirts, and white trainers. MY JOB ENTAILS… Salon and session work, coaching my team, mentoring others, press interviews and appointments, preparing for fashion weeks… I GOT HERE BY… Following my intuition, working hard, perfecting my craft and making the most of my opportunities.

EVERY DAY I HIT FIRST… Spotify: I listen to an episode of the Jay Shetty podcast during breakfast every day.

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MY DAY CONSISTS OF… Being creative and present. MY FAVOURITE WORK TOOL IS… The BaByliss PRO Italia Brava hairdryer. MY DAILY FUEL IS… Positive energy and good vibes. MY SPOTIFY PLAYLIST INCLUDES… A mix of ’90s R&B, classical music and inspirational podcasts. I’M ALWAYS PLANNING… To create space in my schedule. I LOOK UP TO… Sam McKnight. WHEN I GET STRESSED I… Take a breath. If I can, I also take a walk and check in with myself. WHEN I GET STUCK I… Change focus. I walk away from a problem and wait until the solution comes to me. THE HABIT I NEED TO BREAK IS… Saying yes. THE MISTAKE I LEARNT THE MOST FROM… Trying to please others. I’m guilty of taking on too much so now I try and make sure I do things that come from a place of self-care. THE ADVICE I’M GLAD I IGNORED… That I had to choose one hair discipline. MY INBOX LOOKS LIKE… A f**king mess! MY BIGGEST INDULGENCE IS… I don’t drink much these days, so when I do it has to be a good rosé champagne. And chocolate. AFTER WORK… I get home and walk my dog, Reggie. I try hard to keep my evenings clear of work so I can restore my energy for the following day.

Audible: I love audio books. I’m currently listening to The Power of Now by Eckhart Tolle.

Instagram: I check the HARE & BONE account to ensure that content and tone of voice are on brand, but I hold off from doing this until I am in the office/salon.

CREATIVE HEAD

21/04/2022 11:27

THE FACES

WORK IN PROGRESS

THE PEOPLE IN ACTION

ANDREW BARTON (@ANDREW_BARTON_HAIR) OF HEADMASTERS SHOWS US HOW THE SALON CHAIN CREATED ITS 40TH BIRTHDAY SHOOT

DEADLINE EXTENDED UNTIL 13TH OCTOBER!

LAST CHANCE TO ENTER! To celebrate our 40 years in business next year we want to showcase the people who make us who we are… yes, we mean YOU! We are looking for 8 fabulous staff members who would like to take part in this awesome shoot but hurry! you’ve only got a week left to apply! TO ENTER: Simply scan the QR code and fill in the form

STEP 1

As it’s our 40th year we wanted a way to celebrate our team. We thought it would be great to show who makes up Headmasters today in our annual model campaign, both from an industry and from a client perspective. We started a campaign to gain entries from the team – they had to enter a couple of images and explain their Headmasters journey and why we should pick them.

STEP 2

The X Factor-style auditions were held at the London Academy, with 30 finalists invited to a champagne soiree and casting, with photographer Jack Eames, model agency booker Amber Essery from Body London, and head of marketing & PR Sophie Hill joining me in the selection. Each had an interview and time on camera. A final 12 were then chosen.

STEP 4

The two-day shoot took place at White Rabbit Studio with Jack on photography and the Headmasters Art Team on the hair. Every single model gave it their all, and was interviewed on camera. Our film crew worked on editing the 16 hours of footage into a two-minute video.

STEP 5 STEP 3

We compiled a full brief for the shoot for photography and video. Each model was contacted by stylist Clare Frith about their personal style pre-shoot, and by me about their hair choices, to check that all colours/styles were on-point for the day. It was a real collaboration.

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Our graphic designer then created campaign material to communicate the 40 years message and also highlight that the model is both a real person and a member of the Headmasters team – which is quite a challenge in just a few words and logos! 27

21/04/2022 13:04

“What would Naomi Brooks do?”

The founder of The Hair Sanctuary in Manchester shares her experience on making a member

of staff redundant

Making a member of staff redundant for the first time was a major learning curve. You get to know your staff well, and having that emotional connection makes sharing challenging news that much harder. When making the decision to go ahead with redundancy I had to take my emotions out of the situation and look at it as a business owner – what would be best for the business in the long term? This came just six months after moving into a new, shiny shop so it came as a shock to staff. Leading up to it, I did a lot of research on platforms like ACAS and liaised with HR professionals to make sure I was covering all grounds. The key factors were costs, business structure, and staff roles. This member of staff had a more senior role and the wage to match. Since moving premises, the role was no longer the same, yet I was still paying that wage. When we moved we had a revamp of the business systems and structures, which meant the level of work needed from this person was cut significantly, but that didn’t match the wage cost at all. It also wasn’t possible to move the employee to a new role either. The only other option would be to demote them with a pay decrease, which the employee stated wouldn’t be accepted. So, redundancy was the best option at that time. Being a business owner means that we sometimes we must step up and do what it is needed even when it’s tough. This helps us grow and learn how to handle similar situations that may arise. @ thhairsanctuary

WHAT MADE ME TAMMY NEILLINGS, SEED STUDIO @seed__studio

MANIFESTATION HAS BEEN around forever, although I don’t think it always had this name. Put simply, it means using thoughts and feelings to visualise an outcome and bring it to reality. For as long as I can remember I’ve visualised my goals, whether that was something as small as the perfect outfit for an event, or as big as my hairdressing career. I was always very creative so building an image bank has been much more inspiring to me than writing, and most of my

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schoolwork or revision notes were made of pictures and drawings. When I knew I wanted to pursue a career in hair I was older than your typical trainee. I researched salons and people who had done something similar, curated physical and virtual moodboards with photos and inspiring people to help me stay focused on the end goal. When I finally got my dream job my manifestations didn’t stop! My constant goal setting and visualising helps push me to be the best I can be. I recently left my job as a manager in a busy city centre salon to open a small private studio. I was constantly asked: “Are you not scared to do this during a pandemic?” I never was. I feel my vision and beliefs are so powerful and I feel comforted by the support that gives me. Don’t get me wrong, there is a lot of hard work along the way! But this practice has really allowed me to stay focused.

CREATIVE HEAD

21/04/2022 13:04

Join the UK’s largest trade body for hairdressing, barbering and beauty… FOR LESS THAN 80P A DAY

Join before 31 May and quote CHEAD22 to get £25 off your membership fee

You’ll wonder what you did without us. Call us: 01234 831965 Email: enquiries@nhbf.co.uk

www.nhbf.co.uk

New UK business guidance on Covid

The UK Health Security Agency has set out new public health principles of workplaces for businesses, organisations and employers in England to consider managing the risk to their workforce from respiratory infections such as Covid-19. The guidance sets out actions that businesses should follow to help reduce the spread of infections, including ensuring adequate ventilation and encouraging vaccinations. While there is no longer an expectation that every employer will consider Covid-19 explicitly in their risk assessment, employers should continue to comply with their legal obligations to staff. Go to gov.uk for more information

FACE COVERINGS LAWS SCRAPPED IN SCOTLAND The rules on wearing face coverings in most indoor public spaces and on public transport in Scotland has changed from a legal requirement to guidance. The Scottish government still strongly recommends that face coverings continue to be worn where appropriate, and Public Health Scotland has produced a range of Covid-19 materials for use in workplaces. These assets have been created to support employers in encouraging staff to continue getting their Covid-19 vaccination doses when eligible, and can be found online at publichealthscotland.scot

JOIN THE NHBF

FOR LESS THAN 80P A DAY, YOU’LL HAVE INSTANT ACCESS TO A WIDE RANGE OF BENEFITS THAT OFFER INCREDIBLE VALUE FOR MONEY. GO TO NHBF.CO.UK/JOIN

ENERGY STRATEGY TO BOOST BUSINESS The government has set out how Great Britain will increase and diversify sources of homegrown energy for greater energy security in the long-term. This Energy Security Strategy may prove welcome news for small business owners, as a recent industry survey found 94 per cent of salon owners said utility bills have increased compared with this time last year. Almost half of businesses (47 per cent) have reduced other business costs to be able to afford increasing utility bills, most by reducing stock purchasing and by reducing staff and personal wage costs. Alongside ambitions for increased use of wind, solar and hydrogen energy, the strategy will see a significant increase in nuclear power, with an ambition for about 25 per cent of the country’s projected electricity demand to be met by nuclear power by 2050. Read the full strategy online at gov.uk

Gov’t revises rent codes to aid pandemic recovery THE DEPARTMENT FOR Levelling Up, Housing and Communities, and the Department for Business, Energy and Industrial Strategy have published a revised Commercial Rent Code of Practice. Government hopes the revisions will help tenants still reeling from the effects of the pandemic to confront their debts, come to an agreement with their landlord on rent arrears and start to grow their businesses again, by ring-fencing rent arrears and creating a ‘binding system of arbitration’ to deal with those debts.

To find out more information and how to join the NHBF, call 01234 831 965 or visit nhbf.co.uk 30

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CREATIVE HEAD

21/04/2022 13:05

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PROTECT YOUR ASSETS ENSURE YOUR INCOME IS SAFE WITH FRESHA DEPOSITS

NO-SHOWS AND late cancellations cost salon businesses thousands of pounds in lost revenue every year, and Covid-19 only exacerbated the issue. Fresha’s new deposits feature now gives hair businesses an extra level of protection to minimise lost income and maximise peace of mind, so you can focus on your clients. You asked, Fresha listened! Deposits were the most requested feature from Fresha’s 60,000 partners and 200,000 hair, beauty, and wellness professionals. You can now collect advance deposits for appointments, with intuitive features that allow the deposit to be customised based on the service being booked or the client type.

“DEPOSITS ADD ANOTHER LAYER OF PROTECTION FOR OUR PARTNERS IN ADDITION TO THE EXISTING NO-SHOW AND LATE CANCELLATION POLICY FEATURES THAT ARE ALREADY REDUCING REVENUE LOSS BY UP TO 60 PER CENT” NICK MILLER, CO-FOUNDER, FRESHA

These deposit payments are quickly and securely received via Fresha payments at the time of the appointment booking. Simple to use and highly effective, the deposit paid by the client is deducted from their bill following their service, and in the event of a late cancellation or no-show, the deposit is retained to protect you from a loss of income. Fresha has already processed more than 450 million appointments, and this new feature is another step on the road to helping salons manage appointments, market their services and protect themselves against loss from clients who either don’t turn up or cancel unreasonably late.

YOU’RE IN CONTROL SETTING UP DEPOSITS ON FRESHA

COULDN’T BE EASIER. WHEN YOU JOIN FRESHA’S FREE APPOINTMENT SCHEDULING SOFTWARE AND ENABLE FRESHA PAYMENTS YOU CAN: • Accept deposits across your entire service menu, or apply deposits to selected services • Decide exactly how much you want to charge upfront • Decide who pays a deposit. You may require all clients to do so, or apply deposits only to certain groups, such as first-time clients Use Fresha to seamlessly manage both appointment bookings and payments. Its consumer-facing website and app generates new clients and bookings for you, giving consumers control over when and where they book.

PROTECT YOUR BUSINESS FROM NO-SHOWS AND CANCELLATIONS. JOIN FRESHA FOR FREE AT FRESHA.COM/FOR-BUSINESS CREATIVE HEAD

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20/04/2022 12:45

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

HOW DO YOU COMPARE? How was business in March compared with February?

DOWN 11%

UP 89%

How was business in March 2022 compared with March 2020?

PERCENTAGE OF TURNOVER ATTRIBUTED TO RETAIL IN MARCH

SAME 12%

5.2%

UP 88%

THE MISSION: KEEPING IN TOUCH WITH STAFF

100%

of salons offer some kind of teambuilding exercise

67%

of salons had PAYE staff rather than freelancers

11%

of salons saw better standards from ‘state registered’ hairdressers

“We are really passionate about training in-house, we just want someone who will bring the right energy and mindset – and of course talent and experience always helps!”

MAKE SHARPER DECISIONS Being a business owner can be allconsuming. Along with the mental load of your own daily to-do lists, you must keep the big picture in the back of your mind. Your thoughts drift between staff concerns and utility bills, to thinking ahead to next month’s bookings. Your intuition is important, but actively monitoring your salon’s data will make you more confident and proactive. Phorest Salon Software has transformed its powerful reporting features to allow you to accurately track and monitor your salon’s data. Salon owners can now access many of the rigorous financial and client metrics that Phorest Reports currently provide, in a new interactive dashboard. The Phorest Health Check Dashboard is a live snapshot for whenever you want clarity on your salon’s data. Quickly analyse your overall performance based on a selection of key metrics. For salons with more than one branch, every metric can be filtered by location. Overall, the dashboard is broken down into two major benefits: a financial overview of the salon and an assessment of client visits. Having the right information at the right time is invaluable. The Health Check Dashboard refreshes with your salon’s live data every few seconds, so you have the information you need instantly. You can also receive updates immediately by setting custom alerts for any of the metrics in the dashboard. You can see data across all your salon locations in one place, ensuring nothing slips through the cracks. Foresee business challenges before they arise, learn your strengths and set more ambitious targets for growth.

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

YOU MIGHT HAVE started in this business by cutting, colouring and styling hair, but as you progress you find yourself needing to manage people as well as hair. That might be clients or it might be colleagues, but ensuring you have all the information you need at your fingertips is crucial. Clever salon technology can help you keep on top of the facts and figures, but to ensure a happy and cohesive team that have the skills they need to serve your clientele, you’ve got to keep in touch. Appraisals, meetings, education… it all goes to guarantee an experience that keeps a smile on the face of your staff and, in turn, your guests.

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

AMBER DAVIES, SUPPLY 91 32

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CREATIVE HEAD

21/04/2022 13:06

NEW

MATTE CLAY SPRAY

LONG-LASTING HOLD

MATTE FINISH WITH NATURALLY DERIVED KAOLIN CLAY

EASY TO USE TEXTURING SPRAY

PROVIDES BODY ADDS THICKNESS TO HAIRSTYLES

For EXCLUSIVE introductory offers contact your American Crew or Revlon Representative or visit the revlonproshop.com UK 020 7391 7440 OR IE 01 8869300

ubscribe /s m o .c g a m d a e creativeh

£10

YOU’LL GET • 10 issues of Creative HEAD

magazine delivered to your door

• Exclusive ticket prices for Creative HEAD events**

• Exclusive competitions and prizes

• Free product samples from leading professional brands

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The ﬁrst 20 new Creative HEAD Club members will receive a Vitaplex Trial Kit and a System Blonde Anti Yellow Rescue Kit, from ASP Expert Haircare. Vitaplex replicates and rebuilds the natural structure of hair. It protects hair during the chemical process, minimising breakage, reducing cuticle damage and improving elasticity. The System Blonde range is a must-have for creating and maintaining bright, beautiful blondes. Already a Creative HEAD Club member? Then we’ve got something for you too! One lucky member will win a System Blonde Full Intro Kit AND a Vitaplex Aftercare Kit, worth more than £150. For more information, visit asphair.com

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

CLUB

21/04/2022 13:06

JOIN HANDS TWO HALVES MAKE a whole lot of stunning hair! This year’s Schwarzkopf Professional Inspire shoot supports the brand’s new Partners In Craft campaign for 2022, showing that creativity means having the right partners. Schwarzkopf Professional global ambassador Tyler Johnston (pictured, centre) was on-hand to help the chosen artists elevate their vision and get the most out of this incredible opportunity. Seven artists were tasked with creating looks that perfectly reflect the freshness and versatility that new Schwarzkopf Professional BC Clean Performance brings, and how seamlessly it integrates with the brand’s wider colour and styling lines. Buddy up and take a look…

CREATIVE DIRECTION: TYLER JOHNSTON HAIR: ED MASCARENHAS, SIAN MURRAY, FARAH NAZ, LAYLA RELF, DAVID ROZMAN, RHAYANNE TONHA, DANI TURNER PHOTOGRAPHY: CHRIS BULEZUIK STYLIST: CLARE FRITH MAKE-UP: CLAIRE EVANS

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20/04/2022 12:37

DANI TURNER,

RIZZO HAIRDRESSING METHOD

Cleanse and condition with Bonacure Clean Performance Repair Rescue. 0-00 Chroma ID for a high-gloss shine finish. Prep with Repair Rescue Sealed Ends cream, Session Label THE MOUSSE and THE THICKENER. Work in sections, creating volume at the root and bounce through the ends, pinning each section to set. Use a finishing brush to smooth the lengths and tease at the root for added volume. Use Session Label THE TEXTURISER throughout. Finish on set with Session Label THE STRONG for added hold.

“WORKING ON THE INSPIRE SHOOT WITH SCHWARZKOPF PROFESSIONAL WAS TRULY PHENOMENAL. IT WAS MY FIRST TIME DOING ANYTHING LIKE THIS, AND I LOVED EVERY MINUTE OF IT. THE TEAM WAS EXTREMELY WELCOMING AND TYLER JOHNSTON WAS AN INSPIRATION! THE EXPERIENCE HAS GIVEN ME THE SPARK TO EXPLORE MORE CREATIVE HAIRDRESSING FOR PHOTOGRAPHY, AS WELL AS MY DAY-TO-DAY WORK IN THE SALON”

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20/04/2022 12:38

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SIAN MURRAY,

WATKINS WRIGHT METHOD

Prep hair with generous amounts of Session Label THE THICKENER and THE MOUSSE, comb through then diffuse. Tong each individual curl. Spray with Session Label THE FLEXIBLE Hairspray and pin for a tighter, more defined curl. Once set, dress out the curls by slightly back combing each curl with a soft bristle brush. Finish off with more of THE FLEXIBLE Hairspray.

“WORKING ALONGSIDE A LIKE-MINDED TEAM AND LEARNING FROM THE BEST WAS A SPECTACULAR EXPERIENCE. TYLER JOHNSTON HAS REALLY OPENED MY MIND TO ALL THE POSSIBILITIES IN HAIRDRESSING AND INSPIRED ME TO EXPERIMENT MORE WITH THE CREATIVE SIDE OF OUR CRAFT. THE SCHWARZKOPF PROFESSIONAL INSPIRE SHOOT HAS REALLY ENCOURAGED ME TO DO MORE CREATIVE WORK, TO GO OUT THERE AND PUT MY STAMP ON THINGS”

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21/04/2022 11:07

LAYLA RELF, JAKATA METHOD

Wash hair with the Bonacure Clean Performance Balance Deep Cleaning. Prep with Session Label THE MOUSSE for hold, and THE MIRACLE for shine. Wrap dry hair for volume and a sleek, rounded finish. Clip hair at the back to achieve the illusion of the timeless bowl cut, trim fringe to enhance the rounded shape. Finish with THE FLEXIBLE Hairspray for easy manipulation on set.

“THE WHOLE EXPERIENCE WAS SO EDUCATIONAL. I LEARNT SO MUCH FROM TYLER, WHO IS ONE OF MY HAIR IDOLS. TO GET ONE-TO-ONE MENTORING AND GUIDANCE FROM HIM WAS FABULOUS; MY PASSION FOR SESSION STYLING HAS REALLY GROWN. THE ATMOSPHERE WITH THE REST OF THE INSPIRE TEAM FELT LIKE SUCH A HIGH”

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20/04/2022 12:38

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RHAYANNE TONHA, BILLI CURRIE METHOD

Prep hair with Bonacure Clean Performance Hydrate range before adding Purple Chroma ID toner. Apply Bonacure Clean Performance Moisture Kick Curl Bounce Cream before drying, for increased curl definition, bounce and movement. Tong with a thin wand for further definition and texture.

“HAVING THIS OPPORTUNITY WAS ABSOLUTELY FANTASTIC. TYLER JOHNSTON IS A WONDERFUL MENTOR, AND IT WAS GREAT TO HAVE THE CHANCE TO GET OUT OF THE SALON TO DO SOMETHING DIFFERENT. I LEARNT SO MUCH FROM TYLER AND IT WAS GREAT TO WORK WITH LIKE-MINDED HAIRDRESSERS TO CREATE A GORGEOUS COLLECTION”

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20/04/2022 12:39

ED MASCARENHAS, EDS HAIR METHOD

Prep hair using Bonacure Clean Performance Volume Boost range, follow with Chroma ID 6-46 to tone. Rinse, then treat with Bonacure Clean Performance Moisture Kick Treatment. Rinse again, towel-dry and apply Bonacure Clean Performance Moisture Kick Spray Conditioner to help detangle the hair. Apply Session Label THE MOUSSE and blow-dry for exaggerated volume. Pin-curl until cool, then remove. Dress hair using THE SERUM to smooth, finish off with THE STRONG Hairspray for hold.

“IT WAS AMAZING TO WORK WITH PROFESSIONAL MODELS AND A PRODUCTION TEAM, IT IS HAIRDRESSING ON ANOTHER LEVEL. I CAN’T THANK TYLER ENOUGH FOR DRAWING THE CREATIVITY FROM ME AND FOR ALL THE EDUCATION ACROSS THE TWO DAYS. I’M FEELING ALL FIRED UP TO INSPIRE MY TEAM BACK IN THE SALON”

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20/04/2022 12:39

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FARAH NAZ,

FARAH NAZ HAIRDRESSING METHOD

Cleanse and condition hair using the Bonacure Clean Performance Colour Freeze range. Prep hair using the Session Label THE MIRACLE. Blow dry the hair super-straight, followed by straightening irons. Finished with the Session Label THE FLEXIBLE Hairspray to prevent flyaways for a sleek result.

“WORKING ON SHOOTS IS SOMETHING I’VE ALWAYS WANTED TO DO MORE OF, SO HAVING THIS OPPORTUNITY WITH SCHWARZKOPF PROFESSIONAL WAS FANTASTIC. TYLER TAUGHT ME SO MUCH; GAINING THAT KIND OF KNOWLEDGE FROM SUCH A RENOWNED PERSON IS PRICELESS! SEEING THE SHOTS MADE ME SO PROUD – I CAN’T WAIT TO DO MORE!”

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20/04/2022 12:39

DAVID ROZMAN, DAVID ROZMAN METHOD

Cleanse and condition hair using Bonacure Clean Performance Time Restore range. Apply Session Label THE MOUSSE for enhanced volume. Blow-dry using a round brush to create a smooth finish with added shape. Use Session Label THE MIRACLE to add shine and lustre to the hair.

“THE SCHWARZKOPF PROFESSIONAL INSPIRE SHOOT WAS ACTION-PACKED AND INSPIRATIONAL. IT WAS AMAZING TO EXPERIENCE ALL THE CREATIVE TALENT AND IDEAS FLOWING IN THE ROOM, THEN WATCHING THE STYLES EVOLVE AND BE SHOT ON SET. THE GUIDANCE AND LEADERSHIP TYLER BROUGHT TO THE WHOLE TEAM WAS FANTASTIC”

FIND YOUR PARTNER IN CRAFT WITH SCHWARZKOPF PROFESSIONAL. KEEP UP WITH THE LATEST NEWS, PRODUCT UPDATES AND INSPIRATION AT THE NEW SCHWARZKOPFPRO.COM @SCHWARZKOPFPROUK #BCWECARE #CLEANPERFORMANCE

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21/04/2022 11:14

DON’T GET IN A TANGLE

Independent stylists, you’re not alone out there – SELF/STYLED has got your back. It’s our online hub for freelance creatives and collaborators, full of business advice, product picks and inspiration — tailored speciﬁcally to you creativeheadmag.com/selfstyled 035_SELFSTYLEDNew1.indd 1

20/04/2022 12:46

TAKE THE PLUNGE HOW DO YOU LIVE A SALON LIFE THAT’S MORE SUSTAINABLE?

Washing

Heating hot water is the most expensive and energyintensive activity in the salon, so anything you can do to reduce this is vital. For safety reasons – including protecting against Covid-19 – towels and any items that come into contact with humans should be washed at 60°C. Buy an efficient washing machine to save energy and money.

Movement

Install movement-sensitive PIR sensors to control the lighting in rooms that are not always in use such as the loo, possibly the staff room and the colour areas.

Save water

FROM OUR CONTRIBUTING EDITORS Follow this advice from Anne Veck and Keith Mellen, our Most Wanted Sustainability Heroes of 2021 and download their free Salon Re:Source guide at creativeheadmag.com/business

Make sure water pipes are checked regularly and leaks are reported and fixed urgently. Install low-flow taps and toilets to reduce water flow, or taps with timer controls, or get infra-red sensor taps, which automatically turn on the water only when being held and stop the flow when not in use. Invest in water-saving shower heads, which make a big difference and are especially good if you have low flow across several taps.

Reduce waste

Use an app that aims to eliminate colour waste by helping you mix the optimum amount of colour each time. Try Vish or Smartmix by Precision Colour.

Carbon footprint

Energy prices are currently going through the roof, as you know – maybe now is the time to change to a green energy supplier? Spend some time on a price comparison website to see what works best for you. Suppliers like Ecotricity, Good Energy, Green Energy UK and Octopus supply 100 per cent green electricity from renewable sources and a proportion of their gas from green sources as well.

“These next steps to making your salon more sustainable are not difficult to do but may require a bit more effort. And while they may cost more initially, they should also save you money in the long run.” ANNE VECK AND KEITH MELLEN

HEAD ONLINE TO

CREATIVEHEADMAG.COM TO READ HOW SALON OWNER SAMUEL CHAPMAN HAS SWITCHED IT UP WITH THE SALON RE:SOURCE TOOLKIT

NEXT MONTH: RECYCLING METAL, TECH CHOICES AND BIKE2WORK SCHEMES MEANWHILE, HEAD TO CREATIVEHEADMAG.COM/BUSINESS FOR MORE HINTS AND TIPS FROM ANNE AND KEITH AND TO FIND THEIR SALON RE:SOURCE TOOLKIT IN FULL. 36

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CREATIVE HEAD

20/04/2022 14:14

SPEC:

SUPPLY PDF AS SEPERATE PAGES

#WeAreHeadmasters

headmasters.com/careers

@headmastersuk

WE CAN CO-EXIST THE INDUSTRY HAS CHANGED; IT’S TIME TO CHANGE WITH IT

side. It’s so much more than just hair; you are your whole brand and you won’t succeed until you take your business seriously. With good systems in place you can create your dream lifestyle, working as much or as little as you want.

“YOU EARN LOADS OF MONEY”

Yes and no. True freelancers keep what they make without someone taking a cut, but you do need to consider the outgoings that you have too. Most freelancers pay for all their own things: chair rental or rent, products, equipment, insurance, phone bill, websites and so on. This is different for everyone depending on how you set yourself up. I work my chair rent and holiday pay into my prices so it takes away the stress and fear of taking time off. As a freelancer you must believe in yourself and know your worth when it comes to being independent. Learn how to be good with handling money and always have something to fall back on.

“THERE’S NO JOB SECURITY”

FROM OUR CONTRIBUTING EDITOR Now the majority of hairdressers are self-employed, freelancer Harriet Stokes is here to bust some myths about going it alone today BEING FREELANCE IS currently ‘the thing to do’ in hair, but since going out on my own nearly two years ago I have begun to realise that freelancers have had a certain reputation with salon owners and the wider industry. It’s time to think differently, the industry has changed. Freelancers deserve to be respected; we can all co-exist together. Being independent isn’t for everyone, but with stylists wanting more flexibility and control over their own career it’s important to talk about the pros and cons of making that move, so let’s do some myth busting…

“BEING A FREELANCER IS EASY”

This couldn’t be further from the truth; self-employed hairdressers don’t just do hair. You are your own receptionist, you do your own marketing, social media, content creation and must be able to handle the business

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This is possibly one of the most common myths I’ve heard since going freelance, but this really does depend on what you consider as ‘security’. I split my time between doing clients up to three days a week, teaching for my own education company and teaching for other brands. Clients booking two or three appointments ahead gives me security as I know that I’ll have a stable income for the next few months, leaving me with spare time to do other things that I enjoy. On the other hand, having contracts with big brands is also security. It’s guaranteed money for a set amount of time and allows you to know what’s ahead. Freelancing is what you make it, and you have to learn to work smarter, not harder.

“FREELANCING IS UNPROFESSIONAL”

With the rise of co-working spaces such as Hunter Collective, freelance hairdressers can now run their business within a business and maintain a premium service. One-to-one services are now a luxury experience that clients are seeking. Thanks to co-working spaces we can keep our standards and prices high, which in turn helps to keep industry standards high, too. Most people go freelance because they see it as their only option when they’ve had a poor experience being employed. But since self-employment has been on the rise, people’s wants and needs have also changed in pretty much every industry. That’s resulted in positive changes within employment. More businesses are taking the time to invest in their staff, to consider how they best work, and employers are creating environments that stylists/staff want to be part of. There is room for all of us to exist in this industry, employed or self-employed, and we should respect and celebrate people’s decisions.

CREATIVE HEAD

21/04/2022 13:06

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

THE PROBLEM? I’M DROWNING IN DMs! WHAT’S THAT? Oh yes, it’s your phone pinging again. No, you can’t switch it off, your clients need you! Cultivating a heathy work/life balance is crucial for you to perform at your best – easier said than done when your personal phone won’t stop buzzing at all hours of the day and night, with emails, DMs, WhatsApps, iMessages… The last thing you want is to have clients feeling neglected or ending up double-booked because you’re in a rush. What you need is a buffer, a professional front of house that doesn’t need to sleep. Something that can manage your clients and distil their needs into a singular, easily accessible format. What you need is Slick salon software. Keep track of client requests with ease, directing clients to book in via Slick’s widgets on your website or via a ‘Book Now’ button on your social media pages. The intuitive software helps you feel in control of your schedule and gives clients the opportunity to contact you – even when you’ve actually switched off.

THREE WAYS SLICK SALON SOFTWARE GIVES YOU A BREAK FREE ONE-TO-ONE EDUCATION – with your dedicated Business Coach, who is here to help you overcome any fears of going online BOOK NOW BUTTON – to prevent that overflowing inbox full of DMs/voicemails AUTOMATED SMS MARKETING – no need to spend hours sending individual texts, Slick can automate your SMS marketing for you

HOW SLICK FIXED IT GILL ROCK, IN THE PINK

“I used to work on my own so my mobile number is out there far more than I’d like it to be. I’ve had clients contacting me directly for years on so many different platforms, trying to book in with me. It was just impossible. “I’m a bit of a novice when it comes to technology, but I was having nightmares about my paper diary getting damaged, lost, or even stolen.

“I WAS HAVING NIGHTMARES ABOUT MY PAPER DIARY GETTING DAMAGED, LOST, OR EVEN STOLEN”

“Slick was recommended to me by a friend, I found the team so helpful and the system is just so easy to use. Now, every time someone DMs me on Instagram or messages me on WhatsApp, I can just send them the link to book via Slick as if it’s been an automated reply. I now have peace of mind again and, for the first time in ages, I can properly switch off when I’m not working.”

WHAT YOU CAN DO NOW

SURVEY YOUR CLIENTS TO SEE HOW MANY WOULD LIKE THE OPTION TO BOOK THEIR APPOINTMENTS FOR YOUR SALON ONLINE LEARN HOW TO WORK SMARTER NOT HARDER WITH SLICK. TALK TO THE SLICK TEAM ABOUT THE CHALLENGES YOUR BUSINESS IS FACING ON 01202 286 005, EMAIL INFO@GETSLICK.COM OR VISIT GETSLICK.COM/CREATIVE-HEAD TO SIGN UP OR BOOK A DEMO CREATIVE HEAD

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21/04/2022 13:07

WIN WITH YOUR VISION

DO YOU DREAM OF GLORY? THE WELLA PROFESSIONALS TRENDVISION AWARD RETURNS FOR 2022 TO OFFER INCREDIBLE OPPORTUNITIES AND INVALUABLE EXPERIENCES THE ICONIC WELLA TrendVision Award is known for celebrating the brightest stars in hair colour, cutting and styling – but it is also so much more. The entire Wella Professionals’ competition journey encompasses the key tenets of the brand: enriching, educating and exciting hairdressers. Win or lose, competitors return time and again to challenge themselves anew because, prizes aside, who can put a value on the personal and professional connections gained? On the creative freedom and skill development that competitors deservedly earn? Wella TrendVision Award is an experience unlike any other. Let these previous entrants paint a picture…

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“I’VE REACHED THE TRENDVISION AWARD FINAL FOR THE PAST TWO YEARS AND IN DOING SO I’VE LEARNT A LOT ABOUT MYSELF. I’VE IMPROVED AND DEVELOPED MY SKILLS AND I HOPE I CAN BRING THAT TO THIS YEAR’S COMPETITION.” JODIE QUINN, HOUSE OF COLOUR @JODIEQUINN_HOC

CREATIVE HEAD

20/04/2022 14:18

CR EATIV E HE AD AD VE RT OR IA L

“WHEN YOU ENTER COMPETITIONS IT “THIS IS MY 10TH YEAR COMPETING GIVES YOU LOTS OF CONFIDENCE; YOU AND I’VE BEEN A FINALIST TWICE. IT MEET LOADS OF PEOPLE, GET LOTS OF HAS GIVEN ME THE CHANCE TO MEET IDEAS, AND IT GIVES YOU A REAL BUZZ. INDUSTRY LEADERS, GIVEN ME STAGE IT ALSO ENCOURAGES YOU TO TRY NEW CONFIDENCE AND PRESENTATION SKILLS, THINGS WITH YOUR CLIENTS, AND THEY LOVE HEARING ABOUT AND INTRODUCED ME TO GREAT FRIENDS. IT HAS ALSO LED ME IT WHEN THEY COME TO THE SALON. IT DOESN’T MATTER IF YOU TO A NATIONAL AND INTERNATIONAL PLATFORM WHERE I’VE DON’T WIN, IT’S ALL ABOUT TAKING PART AND LEARNING.” BECOME A MULTI-AWARD-WINNING SALON STYLIST.” MARTIN QUENAULT, KH HAIR ASHBY @MQUENAULT_KHHAIR

MATTHEW ANTHONY WHITING, M-A SALONS @MATHEWANTHONYHAIR

Robert Eaton

Sebastian Professional

3 MAY – 14 JUNE

Robert Eaton

Wella Professionals

CHOOSE YOUR CHALLENGE

ENTRIES OPEN

COLOUR ARTIST

COLOUR SPECIALIST

CRAFT ARTIST

EDITORIAL LOOK

Stunning colour that is glossy, multi-dimensional, and healthy looking. Judges are looking for hair colour that looks premium and has a high-end finish.

Beautiful and healthy-looking hair and colour that shows a mastery of blonding and toning. Choose any blonde shade, such as pastels, greys, electric white or sunshine glow.

High-quality service and expertise, high-definition colour and a master haircut crafted with professionalism that showcases a stunning transformational result.

A black and white editorial image that reflects the Sebastian Professional brand identity. Think looser, organic vibes with the ability to transform effortlessly.

THE ADVENTURE BEGINS HERE

THE EXPERIENCE OF A LIFETIME UNFOLDS IN FOUR SIMPLE STEPS:

CHOOSE YOUR CATEGORY

SELECT YOUR IMAGE

POST IT ON INSTAGRAM

COMPLETE THE ONLINE ENTRY FORM

FOR FURTHER INFORMATION VISIT WELLA.CO.UK/TRENDVISION, WHERE YOU CAN FIND RULES AND REGULATIONS, HOW TO ENTER, INSPIRATIONAL MOODBOARDS AND MORE @WELLAHAIRUKI #NTVA2022 @WELLAUKI CREATIVE HEAD

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20/04/2022 14:19

LET THERE BE LIGHT

OPEN THE DOOR TO NEW OPPORTUNITIES AND SKILLS WITH WELLA PROFESSIONALS’ EXPANSIVE EDUCATION OFFERING SUMMER BECKONS, with the promise of lighter evenings and warmth. Summer also means one thing to colourists: BLONDES. With a third of all colour clients requesting lightening services and a fifth requesting platinum blonde, now is the time to finetune your knowledge and skills ahead of the summer gold rush.

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Wella Professionals has courses to cover the full spectrum of blondes, from fine babylights through to platinum transformations. Educate yourself on both the techniques and business insight to make this summer brighter than ever for you and your team.

CREATIVE HEAD

20/04/2022 14:20

The best place to start – create the perfect blonde for your clients and understand the potential of the full blonde shade spectrum, from pearl to rose gold. An ideal combination of demonstration and practical hands-on workshop with live models, you’ll also discover how to make the right product selections for various situations, and execute different techniques to deliver flawless, clean results.

£179+VAT

Manchester, 8 June London, 12 July Edinburgh, 19 September

BLONDE SPECIALIST PROGRAMME

Do you dream of being a blonde expert, renowned in your area, and all the new clientele that would bring you? This can be a reality with Wella’s Blonde Specialist Programme, a package of four education courses combined to help develop you into becoming a true top-level expert in blonding and lightening. Includes: Discover House of Blondor (two hours, virtual); Colour Craft Balayage (one day, in studio); Ultimate Balayage (one day, in studio) and Blonde Toolbox (one day, in studio). Even better, the cost of the whole package is just £429+VAT, saving you 20 per cent compared with booking them individually. Contact your local studio to select the dates that suit you best and start your journey to blonde expertise.

CR EATIV E HE AD AD VE RT OR IA L

BLONDE TOOLBOX

BLONDE ARTISTRY, WITH CHRISTEL BARRON-HOUGH Christel, owner of STIL salons in London, is renowned for her beautiful blondes and enviable salon colour business. This one-day course forms part of Wella’s new ‘Signature Masterclass’ series and has been exclusively designed by Christel herself. Discover the secrets of Scandinavian-style beautiful blondes, as well as her approach to creating truly bespoke shades, and her advice on maximising your colour business in salon.

£275+VAT

London, 2 August

“FASHION AND TRENDS EVOLVE ALL THE TIME AND IT’S IMPORTANT TO STAY CURRENT TO BE ABLE TO GROW. WELLA HAS AN OUTSTANDING COLOUR PORTFOLIO WHICH MAKES MY JOB MUCH EASIER, BUT I ALSO LOVE HOW IT CONNECTS WITH THE HAIRDRESSER THROUGH NEW EDUCATION CONCEPTS AND PRODUCT INNOVATION” CHRISTEL BARRON-HOUGH

BLONDES MEAN BUSINESS, WITH JORDANNA COBELLA Jordanna’s new Signature Masterclass course, ‘Blondes Mean Business’, explores the secrets behind her salon success through creating bespoke blondes, as well as how to produce perfect results, offer exciting new services, and maximise this huge market opportunity.

£275+VAT

London 23 May, Manchester 10 October

“I LOVE TEACHING ALL LEVELS BUT HAVE A PARTICULAR PASSION FOR ADVANCED COLOURING TECHNIQUES AND HOW TO TRANSLATE CATWALK TRENDS TO COMMERCIAL CLIENTS” JORDANNA COBELLA

PEAK PERFORMANCE Wella’s Master Colour Programme is iconic, representing its highest certification in colour for colourists who aspire to be the best. It has undoubtedly changed the lives and businesses of those hairdressers worldwide! It includes: • 14 days at the Wella Studio, spread across nine to 12 months • Advanced theoretical and practical classes • Inspirational days featuring Wella Artists to cement your confidence, build your reputation, boost your skill and take your career to the highest level • ‘Business Owners Day’ to learn how the MCP qualification can benefit your business • A graduation evening to celebrate your achievement • Join the alumni community and access exclusive MCE-only events and launches It costs £2,450+VAT, available at all Wella Studio locations with start dates throughout 2022

FOR THE FULL RANGE OF EDUCATION, DOWNLOAD THE 2022 EDUCATION BOOK AT WELLA.COM/EDUCATIONBOOK FOR MORE ABOUT ANY STUDIO COURSES OR TO MAKE A BOOKING, CONTACT YOUR CHOSEN WELLA STUDIO: LONDON 0203 650 4700 WELLASTUDIOLONDON@WELLA.COM, OR MANCHESTER AND EDINBURGH 0161 834 2645 WELLASTUDIOMANCHESTER@WELLA.COM CREATIVE HEAD

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21/04/2022 13:08

READY, ON-SET, GO! DID YOU KNOW ELECTRIC PARTNER SALONS BENEFIT FROM BESPOKE PHOTOGRAPHIC SHOOTS? THERE’S NO BETTER WAY TO INSPIRE YOUR TEAM – AND PUT MONEY IN YOUR TILL

ELECTRIC PRODUCTS ARE not just sustainable, handcrafted, high-performance formulas designed to work for elite professionals. They’re also your invitation to one of the most exclusive opportunities in hairdressing – the chance to create your very own photoshoot. Yes, you read that right. Electric Partner Salons – salons that stock Electric products – benefit from a host of initiatives, including access to education and invitations to watch live hair work at Electric Sessions, but most exciting is surely the chance to shoot in the studio at Electric Space with Electric founder Mark Woolley at your side. Bring your team. Bring your ideas. Bring your creative skills. Mark is there every step of the way to help brainstorm, organise, art-direct and hone the artistic process. And whether you’re experienced at photoshoots or you’re a studio rookie, you’ll have access to Mark’s incredible contacts in the creative industries – photographers, make-up artists, stylists and videographers – who can help reshape and capture your creative vision in a single day.

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CREATIVE HEAD

20/04/2022 14:23

CR EATIV E HE AD AD VE RT OR IA L

“SHOOTING WITH ELECTRIC HELPED TRANSFORM THE IMAGE OF MY BUSINESS”

Barrie Stephen and Mark Woolley

BARRIE STEPHEN, OWNER OF BARRIE STEPHEN HAIR IN LEICESTER AND AN ELECTRIC PARTNER SALON

“For years, our photoshoots had been geared towards entering industry awards – unsurprisingly, it had all started to feel a bit stale. Mark Woolley suggested doing a shoot that was more representative of our salons and our brand and that would send out a new message in our local area, something a bit softer, a bit more lifestyle. Everything he said made sense. “He helped us put together our moodboard, organised the model casting, booked the photographer, the stylist and the make-up artist. Two of my team travelled down to style the hair under Mark’s creative direction. It all went so smoothly, and we’ve been able to showcase the stunning images in our salon window, on our website and across our social media channels. “Mark gave us a new way of thinking about shoots, encouraging us to present ourselves differently and in a way designed to win new customers, rather than impressing other hairdressers. We absolutely love the results, and they’re already driving new clients to our business.”

IT’S AN EXCITING TIME TO JOIN THE #ELECTRICFAMILY. TO BECOME AN ELECTRIC PARTNER SALON CALL 01273 775 397 OR EMAIL OLIVIA@ELECTRIC-HAIR.COM CREATIVE HEAD

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20/04/2022 14:23

CLOSING THE CLOCK IS TICKING…

COMPETITION CLOSES 23 MAY FINALISTS ANNOUNCED 15 JUNE GRAND FINAL 5 SEPTEMBER More than an award #MWIT22 @creativeheadmag

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20/04/2022 14:25

iiiiittttt i t LIST LIST

LIST LIST LIST LIST 23 MAY DON’T MISS THE DEADLINE!

CREATIVE HEAD’S MOST WANTED AND IT LIST AWARDS CLOSE FOR ENTRIES THIS MONTH. BRITISH AND IRISH HAIR TALENT, IT’S TIME TO PUT YOUR NAME ON THE MAP!

CREATIVEHEADMAG.COM/EVENTS

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20/04/2022 14:25

IS YOUR WORK IN HAIRDRESSING SECOND TO NONE? COMPETITION CLOSES 23 MAY FINALISTS ANNOUNCED 15 JUNE GRAND FINAL 5 SEPTEMBER More than an award #MWIT22 @creativeheadmag

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20/04/2022 14:25

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

HAIR TREND

For the best on-trend image of the year

INDEPENDENT STYLIST For a freelance hair professional busy building ‘brand me’

MEN’S HAIR SPECIALIST For a hair artist demonstrating stand-out work in men’s hair

SUSTAINABILITY HERO

For a hairdressing business owner helping to change the way we live – for the better

TEXTURE EXPERT

For a hair artist demonstrating stand-out work in textured hair

SESSION STYLIST

For the most exciting hair professional working in fashion BY NOMINATION ONLY

HAIR ICON

For the most inspirational hair professional of 2022 BY NOMINATION ONLY

FOR FULL CATEGORY DETAILS, COMPETITION RULES AND HOW TO ENTER VISIT CREATIVEHEADMAG.COM/MOSTWANTED

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20/04/2022 14:26

iiiiittttt i t LIST LIST

LIST LIST LIST LIST

ARE YOU YOUNG, AMBITIOUS, AND READY TO MAKE YOUR MARK? COMPETITION CLOSES 23 MAY FINALISTS ANNOUNCED 15 JUNE GRAND FINAL 5 SEPTEMBER More than an award #MWIT22 @creativeheadmag

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20/04/2022 14:26

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

NEW!

THE SALON STYLIST

For a young hair professional demonstrating stand-out skills behind the chair

THE EDITORIAL STYLIST For a young hair professional turning heads on set

THE ENTREPRENEUR

For a young hair professional who has created a successful and resilient salon or barber shop business

THE VISIONARY

For a young hair professional pushing creative boundaries

THE RISING STAR

For a young salon assistant who is enthusiastic, hard-working, and fast improving

THE ONE TO WATCH

For a young hair professional excelling in multiple disciplines and destined for greatness

THE IT LIST 2022 IS EXCLUSIVELY SPONSORED BY

FOR FULL CATEGORY DETAILS, COMPETITION RULES AND HOW TO ENTER VISIT CREATIVEHEADMAG.COM/THEITLIST

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20/04/2022 14:26

HUB

This is the Salon Smart HUB – the business support network for salon and barber shop hair professionals. Powered by Creative HEAD in exclusive partnership with L’Oréal Professionnel Paris and Treatwell. Over on the HUB we drop new content every month that aims to inform, inspire, and educate. Including…

Video talks Panel debates Reports Articles Podcasts And more!

Consider Salon Smart HUB as the business adviser you always wanted, for FREE and available 24/7!

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CREATIVE HEAD

20/04/2022 14:41

AVAILABLE NOW ON THE HUB

Let’s talk salon culture! Explore how a few small changes can make a big difference to your work environment, and make sure you’re equipped for future salon scenarios

Could Metal Detox be the answer to your colour nightmares? Discover why this in-salon treatment is used and loved by thousands of hairdressers

F**ked up but fixed it! Sara Rigby-Holmes gets frank about LIV E a mistake she’s made in business and how she rectified it, in our new HUB series

+ NOW

IT’S

QUICK SIMPLE

FREE

RECEIVE MONTHLY CONTENT ALERTS DIRECT TO YOUR INBOX

creativeheadmag.com/salonsmart/hub CREATIVE HEAD

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20/04/2022 14:41

SELF/STYLED SUNDAYS

LEARN NEW SKILLS. MAKE MORE MONEY. EDUCATION AND EMPOWERMENT FOR INDEPENDENT STYLISTS PROBLEM?

I STRUGGLE TO KEEP UP WITH THE LATEST PRODUCTS AND TECHNIQUES AND DON’T KNOW WHERE TO LOOK FOR GUIDANCE

SOLUTION!

SELF/STYLED SUNDAYS HAS FREE EDUCATION BEAMED DIRECTLY TO YOUR SCREEN! ON 29 MAY WE’LL HAVE BRAND NEW LAUNCHES AND SERVICE IDEAS, PRACTICAL DEMONSTRATIONS AND ADVICE ON REACHING OUT TO INFLUENCERS

READ ALL ABOUT IT AT creativeheadmag.com/selfstyled-sundays 054-055_SSSundays.indd 1

20/04/2022 14:44

NEXT EVENT: SUNDAY 29 MAY, FROM 10AM LOCATION: ONLINE, WHEREVER SUITS YOU COST: ABSOLUTELY FREE

ELEVATE WITH EXTENSIONS

Adam Wright shares how adding a Great Lengths extensions service to your menu can elevate your business and increase revenue.

IMPACTFUL PLACEMENT

Fast, simple and strategic colour placement to enhance cuts and get creative looks in half the time, led by colour supremo Frazer Wallace.

FREE TO JOIN

INFLUENCER MARKETING

Learn key dos and don’ts and industry etiquette in this peek behind the curtain at the world of influencers, with Katie Braden.

GET GLAZING WITH SHINEFINITY

Be prepared for the brilliance of Shinefinity, featuring fresh, beautiful and bold glazed results from James Earnshaw.

We’re here for the freelance community. Register for FREE and join us live on Zoom on 29 May

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

20/04/2022 14:44

Welcome to

When Lady Gaga took the role of Patrizia Reggiani, the ex-wife of Gucci heir Maurizio Gucci whose murder she arranged, it was a chance to build on the acting talents showcased in A Star is Born. In an exclusive interview with Creative HEAD, her long-time hairdresser and JOICO celebrity hairstylist, Frederic Aspiras – who was Oscar-nominated for his work – shares how he helped her tell the story in Ridley Scott’s The House of Gucci

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21/04/2022 11:30

House of Gucci is ultimately a real-life story. How did you balance the sense of almost soap opera drama and opulence with the representation of real people? My approach was to keep the hair as authentic as possible. Having done an in-depth investigation into the life of an Italian woman of the ’70s, ’80s and ’90s, it was important to not let the hair be distracting or inconceivable. The progression of the character’s life had to be depicted not only by the script and setting, but also by her hair. There wasn’t much of her life documented in photos or videos as a young woman to refer to, and so with the photos available and with the documentary about the murder of Maurizio Gucci, I had to recreate the hairstyles from a young bride to a scorned older woman. It was critical to investigate her lifestyle as a young 24-year-old Italian woman in Rome. So, what culturally and socially affected Patrizia’s early adult life? Who was her role model? What music did she listen to?

What’s your favourite look from the project? The spiral perm that Patrizia wears when she goes to meet Paolo Gucci, and says the iconic line: “Father, Son, and House of Gucci.” In the movie, Patrizia finally gets into the wealth of the Gucci dynasty, so we were able to tap into more luxurious hairstyles of that time, such as spiral rod perms, frizzy perms, and so on. It was a lot of fun and a lot of research went into recreating these looks from the past that became widely popular. But the true challenge was finding the right hairstyle that complemented the look and helped tell the narrative.

our House What did your on-set life look like? The hair trailer became a headquarters of floor-toceiling moodboards covering the walls. I had photos of the real Patrizia next to the continuity photos of Lady Gaga, in the wig for the scene. Next to that photo was another photo of the hairstyle inspiration. Having these photos next to each other created a more honest map and directory of the hair storyline for the movie. For three months we had a 4AM call time to ensure we were prepped. Each wig was delicately coloured or highlighted to depict where the character was in her life, her circumstances and time. Next, each wig needed to be cut to the accuracy of that period and the style trend of that year. Each wig was styled with the methods used during that period. From wet pin curls set with setting solution and pins, to wet rollers set under the dryer, brushed, and backcombed. Then power blowouts and Velcro sets. Sticking to these methods and not trying to cut corners by using modern techniques greatly contributed to the authenticity of the look.

FILM SHOTS COURTESY OF METRO GOLDWYN MAYER PICTURES INC.

Lady Gaga has spoken about how far she went to try to embody Patrizia in House of Gucci. How much importance did she place on the hair, and how did that impact your approach? It was a goal of both of ours to erase any previous iconography that you may have come to known. And with that in mind, in-depth research began.

How did you ensure Gaga’s hair and scalp stayed healthy under the wigs, and when on the press tour, when the hair is being styled and coloured a lot? It is important to always maintain the health of the hair underneath, so that’s why I’ve partnered with JOICO for the past three years. I use products like Defy Damage Pro Series to maintain and protect the health and shine of the hair. And I use the JOICO Blonde Life series to nourish, refresh and brighten the hair and scalp. One of my favourites for heat styling protection is JOICO Heat Hero. What’s the next project/challenge for you? And is there anything still on your bucket list? My next project is to inspire others, so I’ve partnered up with The Ultimate Stylist, a social media challenge to find the ultimate hair and make-up stylist. Proceeds for this go to charity to help a younger generation with their mental health. And personally, I’d love to have a family of my own one day.

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21/04/2022 13:08

The Bril lian t

The sun has arrived… and so have the requests for blonde services. Make sure you have everything in place for your most successful summer yet – with our five-step service makeover plan

The lift

Paul Mitchell

TIME TO RAISE YOUR GAME

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If you’ve been relying on the same pre-lighteners and lifting agents for a while, it’s time to down tools and read up. A LOT has changed in the world of lighteners. Being able to safely lift up to nine levels of hair colour has had a huge impact. These supercharged lighteners can maintain the hair’s condition while radically lifting even the darkest of shades. They’re the products to reach for when you have antsy clients who want to speed up their colour journey, or when you need to produce a big change for a shoot or show. Go higher, faster, with next-generation formulas such as Paul Mitchell’s SynchroLift+ Ultra-Quick Blue Powder Lightener. This multi-functional formula can be used for any technique and is infused with shea to soften and condition as it lifts up to nine levels. Don’t need something quite so high? The SynchroLift Soft Gentle Cream Lightener contains softening shea and lifts up to seven levels. Ensure your lift is as straightforward as possible by neutralising damage-causing copper within the hair. L’Oréal Professionnel Paris Metal Detox slots in perfectly as it works with all brands and techniques, helping to prep your canvas for the most stable lift in mere seconds. And the newest generation of lightening products all have bond-boosting technology incorporated, so you can be more confident in your colour placement and lifting. Each brand has its own addition, such as Redken’s Flash Lift Bonder Inside or JOICO’s updated Blonde Life Lightening Powder. Schwarzkopf Professional has also added the Bond Enforcing Lift & Blend collection to its expansive BLONDME range, which lifts and tones in one for faster processing. “We have seen a meteoric rise in commercial blonding,” agrees Luke Benson, ALFAPARF Milano’s creative ambassador. “I use ALFAPARF Milano BB Bleaches, products with Biomimetic Quaternized keratin bond rebuilding technology that go deep into the cortex, protecting hair’s condition as it lifts.”

CREATIVE HEAD

21/04/2022 13:09

THERE’S MORE THAN ONE WAY TO GO BLONDE.

Just ask a blonde. From the subtle whisper of lightened locks to icy platinum strands, Paul Mitchell® Professional Hair Color artists have created beautiful looks to inspire your blonding routines and techniques. 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/professional-hair-color

Find us on

and

at Paul Mitchell UK

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The gloss LET YOUR EXPERTISE SHINE

Indola

Shinefinity from Wella Professionals

Glossing techniques have become the best way to keep clients coming in regularly, as continual updates to formulations allow for high-speed, high-shine results. “Expensive hair is healthy-looking hair,” says Samantha Cusick, whose London salons have become synonymous with a glossy, picture-perfect finish. “The best way to achieve perfectly shiny hair is with a gloss.” After – and between – each lifting service, you need to be waxing lyrical to clients about the effects of glossing services. “We use the Redken Shades EQ range to create a high shine, multi-tonal blend,” Samantha continues. “These gloss-giving, liquid colours can refresh dull-looking hair by adding tone and shine in just 20 minutes.” “Glossing is where Indola Colour Transformer comes into its own,” explains Paddy McDougall, Indola’s global ambassador. Billed as Indola’s smartest colour innovation, the Colour Transformer is compatible with more than 80 shades in the Indola line, transforming them into a semi-permanent formula with impeccable shine. “It’s so important to maintain the integrity of the fabric of the hair,” he adds. “If the hair is compromised then so is your client’s look and, crucially, their trust in your ability.” Wella Professional’s latest launch, Shinefinity, really showcases the versatility of glossing services. From giving a glass-like finish to virgin hair, to tweaking tones without worrying about shifting the base tone, Shinefinity is infinitely flexible. Introduce a separate glossing service, rather than bundling it in automatically with your colour, to see just how much further this thriving trend can take your colour business. And many brands are unveiling next level innovative glazes – Goldwell’s Colorance Gloss Tones and ALFAPARF Milano’s Colorwear Gloss Toners would both be spot-on for such a service upgrade.

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CREATIVE HEAD

21/04/2022 13:10

NEW BLONDE EXPERT CARE RANGE

Grow your Summer business with the new Blonde Expert Care range -- Profit from our high-performing, reliable colour ranges and re-create the latest commercial summer looks -- Be the Blonde Expert with our Blonde Expert Color & Care holistic range -- Give all blonde hair types the superior care they deserve with the NEW Hair-Bond technology, now integrated in all formulas*

* except for Instacool Spray

indola.co.uk

Discover

the full story here

#SimplySmarter

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The care

KEEP IT TOGETHER AT THE BACKWASH Don’t throw all of your best care products into the price of your colour services. The latest crop of incredible formulas are all designed to deliver that wow-factor to your clients that can’t be recreated at home. The backbar is where all the blonde magic happens… it’s time to let your product knowledge and expertise show. Haircare technology advances as quickly as smartphones – and INNOluxe V3 is a case in point. Its Advanced AminoBond Technology improves on the already beloved formula, to help rebuild and repair the hair while also adding shine and softness. “The improvements are huge, and their efforts of constant innovation are just really cool,” says Sophia Hilton, global ambassador for INNOluxe. “And what’s key is that it doesn’t just work on the internal structure of the hair; it’s really important that the client feels their hair is in great condition.”

“It’s really important that the client feels their hair is in great condition”

INNOluxe

SOPHIA HILTON

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Thanks to Olaplex and up-and-coming brands such as K18, consumers understand the power of such treatments. There is knowledge – and appetite – for bonding products that will help to lock in that salon-fresh blonde look and feel. Amelia Evans, a member of the HARE & BONE Art Team, always ensures her clients lock in their colour with an additional step. “Goldwell’s Bondpro+ is so important to include in your blonde services. It helps strengthen and preserve blondes that are slightly sensitised by colour,” she says. The two-step treatment – step one is added to your colour, and then the second is applied to rinsed hair at the backwash and left for 10 minutes – is followed by a matching shampoo and conditioner for clients to take home. “Our go-to service for any colour appointment is Redken’s Acidic Bonding Concentrate at the backbar,” says Larry King, Redken’s UK ambassador. “Having a system where you can tailor the concentrates of moisture and protein is the best way to protect their new colour, strengthen the hair and create an incredible shine.” With specialist products to showcase at the backwash, and a matching system for clients to take home, you can create a cohesive care narrative for clients. That then translates into effortless sales and better overall care.

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21/04/2022 13:10

ondes

CR EATIV E HE AD AD VE RT OR IA L

HARDER, BETTER, FASTER, STRONGER LEVEL UP YOUR BLONDE WORK WITH THE EVER-INNOVATIVE INNOLUXE. IT’S TIME FOR V3!

INNOLUXE ISN’T ONE to rest on its laurels. It has boosted the technology behind its bond-building, colour additive line not once, but twice – resulting in the new V3 collection. Push your blondes further and with more confidence, thanks to even more advanced protein science. Where INNOluxe stands out is in its multidimensional approach to hair. While other bondbuilders do repair hair structurally, your clients might not see or feel the results immediately. The Advanced AminoBond Technology uses a ground-breaking infusion of essential amino acids to rebuild, repair and protect the hair, as well as adding INNOluxe’s signature softness and shine so that clients have no doubt their hair has been transformed.

TAKE IT TO THE NEXT LEVEL

Not only is INNOluxe V3 cruelty-free, the brand is making strides to improve elsewhere too, by working towards becoming 100 per cent vegan! Consumer awareness of ingredients has never been higher, and now you can reassure your clients who prefer vegan ingredients. The versatility of the INNOluxe V3 range is what helps it stand apart from singular bond-builder products. Here you have an entire range working in synergy together for better hair – from subtle lightening on virgin hair right up to the most vibrant of vivids and platinum of blondes!

“BALANCE PLUS PLATINUM MEANS FEWER STAGES, LESS TIME IN THE CHAIR AND MORE INCOME. IT’S A WINNER” SOPHIA HILTON, INNOLUXE GLOBAL BRAND AMBASSADOR

YOUR BLONDE-BOOSTING TEAM

Your dream duo for stronger blondes comes in the form of the INNOluxe ReBond V3 and Balance Plus V3. ReBond V3 is your magic bullet, straight to the core of the hair, while Balance Plus helps to fill gaps in the cuticle and cortex of the hair, building integrity, strengthening and leaving hair feeling lustrous, full and healthy. The newest addition comes in the form of Balance Plus PLATINUM, allowing you to tone and treat at the same time thanks to powerful purple pigments. Cut down time at the backwash and ensure perfect blondes every time.

YOU WANT BETTER BLONDES, RIGHT? THEN REACH FOR INNOLUXE V3 – DISCOVER MORE AT INNOLUXE.COM

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The technique

So you’ve kitted yourself out with all the best new products and innovations – what should you create with them? “Trends and techniques change so quickly in hair colour,” explains Pulp Riot artist Danielle Tsimbilaki. “There are lots of stylists who specialise in just working with blonde clients; we can be really great at one aspect and specialise in that area and create a strong clientele.” To make yourself stand out as the blonde expert in your area, identify how you can combine multiple techniques for a bespoke look. “My favourite is fine-woven babylights and more bolder face framing around the front to create a soft pop of colour,” she adds. “Undone, lived-in luxurious blondes are on-trend for 2022,” agrees Matrix ambassador Christian Wiles. “It’s all about brightening low-maintenance blondes while maintaining a multi-dimensional look using a combination of highlights, lowlights and toning to keep the colour soft and diffused.” Colour placement is key; map out high impact areas to enhance or create focal points on the hair. Perfect your face-framing, baby lights, freehand colour placement, root shadowing and toning skills – these will form your key blonde basics. Across the board we’re hearing of more neutral and warmer tones, finally shifting away from the hold that ash has had on blondes for years. But one trend that is going nowhere is balayage. “We are going to see a shift from high contrast balayage with strong face frames into a more blended, seamless look. This will make it seem more expensive and effortless,” says Terri Nadin, ASP Expert Haircare ambassador and balayage specialist. L’Oréal Professionnel Paris introduced French Balayage to provide a sequence of appointments to keep clients coming in regularly than once or twice yearly, adding stability to your income. It has also introduced French Balayage Shadow, for a 2022 twist on the trend. L’Oréal Access offers all manner of education for balayage, from online learning modules to in-person education with some of its key artists. What about the opposite – a bold, all-over bleached look? Paddy MacDougall explains: “There’s a few simple rules I always follow: root areas bigger than a finger’s width require a staged application, applying away from the root first to avoid banding. Start at the nape, where hair is darkest and usually strongest, apply to the softer finer hairs at the front hairline last.”

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L’Oréal Professionnel Paris

ARE YOUR SKILLS UP TO SCRATCH?

CREATIVE HEAD

20/04/2022 14:29

VIDEO CONTENT CRAFTED BY CREATIVE HEAD, FOR YOU NEW SERIES LAUNCH

SPOTLIGHT COLLABORATOR STORIES SIX SHORT VIDEOS IN PARTNERSHIP WITH

OUR LIFE IN COLOUR

Exclusive insight and inspiration from this visionary duo as they invite you into their world Ken Picton and Paul Dennison, Ken Picton Salon

6-min watch

“Travelling together has forced us to get on in some respects, and learn loads about each other”

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20/04/2022 15:22

The take-home YOUR WORK DESERVES THE BEST HOMECARE

INNOluxe

The blonde journey doesn’t end when you whip off your client’s cape – if anything, that’s where the real work begins. You’ve all had clients who fork out for a stunning head of hair and then fail to care for it. That stops now, as there are more options than ever to care for all types of blondes. It’s vital that they understand the difference between consumer products and expert shampoos and conditioners. If you don’t educate them, they will assume it’s all just a markup that you’ll be pocketing. You’re the expert, so it’s your job to educate clients. A range like the new Indola Blonde Expert, or Matrix Unbreak My Blonde, has been specifically designed for their needs – so don’t let them forget that. “If clients claim their hair feels overly damaged or dehydrated, suggest rotational therapy,” says Bumble and bumble lead stylist Collette McGee. “Encourage them to switch products, between a repairing routine like Bumble and bumble Bond-Building collection, then rotating to the Illuminated Blonde haircare regime to treat and tone.” Double the care, double the size of the bill. Cocktailing products is a great way to encourage use and empower clients to curate a collection of homecare products that work for them. Sophia Hilton was tipped off to the benefits of adding the INNOluxe Elixir in the pots of top-up colour she sends home with colour customers by a client – a tip she now swears by. A key issue for blondes is dullness, which is where homecare and styling products become invaluable currency. R+Co Gemstone is the latest addition to the colour care range from the brand, adding a unique PreShampoo Masque and Ultra Shine Glossing Treatment to help clients’ blondes shine bright. If your client is obsessed with purple-toning haircare for an icier edge, be sure to steer them to one that can be used regularly without causing build-up or damage. Aveda’s Blonde Revival range helps to revive the look of salon-fresh blonde colour by neutralising brassy or yellow tones without stripping or depositing too much pigment. Intensive, targeted treatments that can only be sourced from a salon are key to keeping clients on track between appointments. Products such as the new Revlon Professional PRO YOU The Keeper Color Care Boosters, can be used to help maintain the shade, shine and strength of fragile blondes. Booster-style products are a great way to time their appointments too; if they have 10 vials to be used twice a week, then you can schedule them to book back in with you after those five weeks for a check-in.

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CREATIVE HEAD

20/04/2022 14:30

#innolove

Sophia Hilton, Owner of Not Another Salon and INNOluxe Brand Ambassador

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19/04/2022 14:47

Lucie Seffens, Andrew Mulvenna and Darren Fowler

LEADING FROM THE HEART

BEING A LEADER CAN SEEM LIKE A SCARY PROSPECT, A HUGE RESPONSIBILITY. BUT DON’T UNDERESTIMATE HOW THE SMALLEST CHANGE CAN HAVE THE BIGGEST IMPACT. L’ORÉAL PROFESSIONNEL PARIS EXPLAINS HOW LEADERSHIP CAN HAVE MANY GUISES HAVE YOU EVER heard the phrase ‘eating the elephant’? The idea of something so colossal, so unheard of, that you wouldn’t even know where to begin? St Francis of Assisi summarised the only practical way to take on gigantic tasks: “Start by doing what’s necessary; then do what’s possible; and suddenly you are doing the impossible.” This idea of leadership – not in the grand sense but the dayto-day – was the focus for L’Oréal Professionnel Paris during a rousing session at Creative HEAD’s Salon Smart event. Supporting and empowering salon owners and managers might come through education and new technology – but sometimes it’s just through conversation. “Every conversation has the propensity and capacity of driving

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positive impact and positive change,” asserted Monica Teodoro, general manager for education and professional development for L’Oréal Professional Products Division UK and Ireland, in her opening remarks. “Think about why you are here, how you got here – what got you to the role you have today? Do you remember where you started?” Anyone who has worked in this industry knows that there’s two common responses of how people have ended up here – either ‘I fell into hairdressing by accident’, or through following a burning passion. “The truth is, irrespective of how you got here, you’re now in the driving seat and need to lead. You’re expected to move, to adapt, and to have answers in times of change,” Monica explained.

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CR EATIV E HE AD AD VE RT OR IA L

IF YOU WON’T, WHO WILL?

Monica was keen to reframe the idea of change for the event attendees, moving it from a place of fear to one of empowerment: “A leader’s role is to make changes and to adapt, strategise and navigate whatever comes your way. You might not realise it, but you’re leading every day.” It’s the little things, not the big scary ones but the small moments and conversations where you might not realise you’ve made an impact on someone’s life. This concept of focusing on the little things, of the changes and shifting role of leadership, was carried on in a very special conversation between two of L’Oréal Professionnel Paris’ key Portfolio salons. Andrew Mulvenna and Darren Fowler have led their salon groups – Andrew Mulvenna Hair and Fowler35 – through thick and thin and achieved success that many only dream of. With Lucie Seffens, digital engagement and communication strategy director at L’Oréal Professional Products Division, the pair discussed some of the challenges, and surprises, which have shaped their tenures.

“TWO DECADES AGO WE PUT A RUG ON THE FLOOR THAT SAID ‘EXPERIENCE’ ON IT. THAT’S WHAT WE WANTED TO FOCUS ON, NOT JUST THE ENVIRONMENT AND THE NICE FACILITIES, BUT THE DELIVERY OF SOMETHING THAT MATTERED, THAT HAD TO STAND OUT FROM EVERY OTHER SALON AROUND US… AND THE BEST WAY I COULD DO THAT WAS INVEST IN MY TEAM’S SKILLS, AND BY BEING ABLE TO COMMUNICATE” ANDREW MULVENNA

“WHAT I DO EVERY SINGLE YEAR IS SIT DOWN WITH THE TEAM AND REASSESS OUR BRAND VALUES AND BELIEFS. WE COME UP WITH A PLAN OR WE REVALUATE THOSE BELIEFS. WE DISCUSS HOW IT IS GOING TO AFFECT OUR BUSINESS, AND EVERY SINGLE YEAR WE’RE IN-TUNE WITH ONE ANOTHER” DARREN FOWLER

THE MORE YOU KNOW

L’Oréal Professionnel Paris is ready to support you on every step of your leadership journey in-person and online. Discover its digital toolbox of business education to help you grow your business and unleash your potential. Visit L’Oréal Access to learn more. PARTNER WITH L’ORÉAL PROFESSIONNEL PARIS FOR THE SUPPORT YOU NEED TO BECOME THE LEADER YOU’VE ALWAYS WANTED TO BE. FOR MORE INFORMATION VISIT LOREALACCESS.COM

CREATIVE HEAD

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21/04/2022 13:10

IN YOUR GRASP

WHAT IF YOU COULD ACCESS THOUSANDS OF POTENTIAL NEW CUSTOMERS, ALL ON THE SAME SLEEK SYSTEM THAT HELPS YOU RUN YOUR SALON? YOU CAN WITH TREATWELL PRO TREATWELL HAS REVOLUTION built into its DNA. It transformed the industry years ago with the introduction of its Marketplace, where clients could discover and book your salon and services without ever having set foot inside. It has come a long way since then, moving from simply focusing on client acquisitions to becoming a fully-fledged partner for the hair and beauty industry. During our Salon Smart 2022 event, attendees were treated to an exclusive look at Treatwell’s latest efforts to revolutionise the salon sector: Treatwell PRO. This brand-new software was presented by Miranda Mathews, managing director for Treatwell UK and Ireland, as a solution for hair business owners who are looking to take direct control of their data. “The core of what we’re all trying to do here is ‘how do we find

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customers and keep them coming back again and again?’” she explained at Salon Smart. “It’s really important for me, and for Treatwell, to be a true partner for this industry and make sure that we give you the tools to be effective.” By looking at the lifetime value of each client you gain – and, crucially, whether you retain them – rather than one-off marketing costs, you shift the focus to long-term investment in your brand’s growth. Treatwell PRO ties together ultra-fast, ultra-effective diagnostic and marketing tools so that you can be in full control of the day-to-day running of your business. Even better, it seamlessly integrates with Treatwell’s existing software offerings, including the Marketplace for new client acquisition. Are you ready for the best of both worlds?

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20/04/2022 15:20

CR EATIV E HE AD AD VE RT OR IA L

ALL-IN FOR GROWTH AND GAINS

Treatwell PRO builds on the features offered by the existing software and introduces impressive new benefits, such as: • Digital calendar • Reporting and analytics • Online visibility and reservations • Cash, payments and invoices • Marketing and promotions

FASTER

Forget switching between software throughout your working day. With Treatwell PRO you can monitor your salon’s daily activity at a glance, quickly create new appointments with a couple of finger taps, recall client information and notes in seconds – all while simultaneously accepting new Treatwell Marketplace clients. Everything works in tandem, updated in real time, so you can focus on the needs of your clients and team members.

• Stock management and supplier orders

SIMPLER

Treatwell PRO’s intuitive design makes it easier than ever to manage your salon’s booking, billings and benefits all from one screen. You can create clear receipts and invoices to be emailed to your customer, straight after their services in seconds. Looking to plan ahead? Schedule promotional content and marketing material in advance to save time and energy for when you know you’ll be busy. If data gives you hives, let Treatwell PRO lay out your KPIs, in easy-to-digest formats in moments.

MORE AFFORDABLE “WE WANT TO DO AWAY WITH THE CONCEPT OF HAVING TO MANAGE TWO SYSTEMS AT THE SAME TIME. WE WANT TO GIVE YOU ONE PIECE OF SOFTWARE THAT YOU CAN BOTH UTILISE FOR EVERYONE THAT ALREADY COMES TO YOU – AND ALSO FOR GETTING NEW CLIENTS IN THE SAME PLACE” MIRANDA MATHEWS, TREATWELL UK AND IRELAND

Historically, Treatwell has charged commission on all bookings that come through the Marketplace. That’s now a thing of the past, with the brand switching to only charging commission on the very first booking that comes through Marketplace. If you’ve won that client’s business for repeat appointments, even if they come via Treatwell, it won’t cost you a penny in commission. Combine your acquisition and internal salon management into one slick package for unrivalled control over your business and all the tools you need to grow.

THE FUTURE OF SALON MANAGEMENT IS WITHIN REACH. REQUEST A FREE, NO OBLIGATION DEMO OF TREATWELL PRO NOW AT TREATWELL.CO.UK/PARTNERS

CREATIVE HEAD

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20/04/2022 15:20

OF CHA T

TH TY

PLEN

TH F

A IENTS OR CL

HOST TO

BO NS ALO

ND FOR STAFF. IT’S TIME TO

SALONS HAVE ALWAYS BEEN

S OF

. NO

TION IS BEING HARNESSED TO C A S R E V HANG CON F E UP O ER THE W O P CUL E H TUR WT

BS CLU

E R C U H T A L N U GE C

REALL Y T A LK…

Keri Blue

AN D A CT

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20/04/2022 15:15

The conversation has begun, but there’s a long way to go to ensure that everyone within the LGBTQIA+ community feels safe. At Not Another Salon, founder Sophia Hilton has created pronoun badges for the team and is now selling them to other businesses to help normalise pronoun expression. “By wearing your badge you’re signalling to other people that you respect them. For you, it’s such a small, insignificant change, but those for whom it is significant will be left with the feeling of acknowledgement and acceptance,” she explains. “A badge opens conversations and gets people talking, which is how we move forward.” Keri Blue, founder of Hair Has No Gender, has shone a spotlight on how salons can take steps to ensure that salons which claim to be a safe space live up to the title. Step one? Remove gender from your pricing. “This is one of the easiest things you can do,” Keri says. “Remove all references to ‘men’ and ‘women’ from your price structure, and simply replace with ‘long’ and ‘short’ hair. A good way to define these is anything above the ear as short, and below the ear as long.” At Harness & Mane, it all starts and ends with the pricing structure. “When a customer goes to our website or calls

Not Another Salon

LET’S TALK… GENDER INCLUSIVITY

to make a booking enquiry, they shouldn’t have to feel like they need to explain what their gender is order to select the right service,” says creative director Gunel Kelly. “If booking online, the client can indicate their desired pronoun. All staff are trained to refer to people by their first names throughout appointments and any in-person interactions. We leave it up to the client to let us know – if they want to – what pronoun they prefer.” The salon often receives emails and messages from clients transitioning or newly transitioned. “In these cases, given they have let us know about their situation upfront, we ensure they feel as comfortable as possible and we do ask how they would like to be referred to when they come in,” Gunel adds.

☛ NOW ACT!

It’s time to educate yourself and the team. Hair Has No Gender offers online Trans Awareness Training for the hair, nail and beauty industry. A percentage of sales are donated to transgender charity, Sparkle. VISIT HAIRHASNOGENDER.CO.UK

CREATIVE HEAD

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21/04/2022 13:11

LET’S TALK… FERTILITY, PARENTHOOD AND MENOPAUSE

COLIN MCANDREW, MEDUSA

Lockdown gave Medusa director Colin McAndrew (pictured, above) more time to connect with his team on a deeper level; 90 per cent of the Medusa team identify as female, and he began to understand some of the imbalances women face both in work and outside. Complimentary sanitary products for both clients and team members followed, along with its Salon Safe campaign: an initiative to let women know that should they ever feel vulnerable on the street, Medusa salons offer a safe space. This year, he’s going further, introducing a flexible two-week, full-pay fertility policy. “Having gone through fertility treatment twice with my wife during lockdown I experienced first-hand just how physically, emotionally and mentally brutal it is,” he explains. “And while it might not have been successful for us, I can take a positive from the experience and help make it easier for any of my team.” The fertility journey is too often carried out in secret, and that can make it a lonely place to be. Colin was determined to create an environment that’s open to people discussing and sharing, should they wish to. “I know how it feels to have everyone walking on eggshells. In my opinion, it’s always best to say something and I’m keen to create a culture where everyone feels comfortable talking about personal issues if they want to.” It doesn’t stop there, with a drive on menopause in the workplace to come. “I am booked in with three members of the Medusa team to go on a course to learn how best to support women going through the menopause, and we have an expert coming in to each salon to educate the team,” says Colin. “This felt like the start of us healing, and since then we have been inundated by industry friends saying how grateful they are that we’ve started the conversation, but also how it has made them consider the culture in their own salon. I’m used to asking for and offering advice on running a salon and if those conversations can now include topics such as fertility and menopause, topics to help balance the issues women have to contend with on a daily basis, then that can only be a good thing.”

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CREATIVE HEAD

20/04/2022 15:16

Matthew Curtis and Dr Rebecca Lewis CREATIVE HEAD

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Heffy Wheeler

You’ll hear plenty of happy tales of pregnancy and new motherhood, but when things go wrong it’s often something left undiscussed. Sheralynne Shepherd, salon director at KH Hair Loughborough, suffered a miscarriage with her first pregnancy and was diagnosed with twin-to-twin transfusion syndrome when she fell pregnant with identical twins. Heartbreakingly, she lost one twin at 18 weeks and the other at 22 weeks. “I went to work as normal pretending everything was going to be okay. But you go to a place where your head’s never been before,” she recalls. Having taken six weeks off work, when she returned to her busy column she knew she had another six to eight weeks or so of facing clients who had known she had been pregnant. “Everybody came to me offering me their words of wisdom, some of which were very kind; and some of which were said with the absolute best intentions but were unhelpful,” she admits. But it started “massive conversations” with clients, who revealed their own struggles and experiences, and these are continuing some nine years later. “Some of the feelings and the thoughts that go on in your own head, you think you’re cracking up,” she says, “just to hear somebody say that they felt like that too was so reassuring.” Sheralynne is now mum to seven-year-old Finley, but colleagues know they can reach out to her if they have clients experiencing similar issues in their own families. “I have gone over to other members of the team’s clients and had a conversation because we all know each other, we’ve been going for 36 years. It’s very open in our salon.” Heffy Wheeler, the colourful boss of Hx Hair, was admitted to a psychiatric hospital when she was 28 weeks pregnant with her first child, and has suffered severe post-natal depression. Her mental health struggles span a four-year period, including her second pregnancy. “It was like nothing I had ever experienced before. It’s such a debilitating illness, I struggled to just live my life and it consumed me,” says Heffy. “I started to think about our clients and life in the salon. For some, visits to the salon can be nerve-wracking and for those with depression, anxiety, autism, ADHD… it can be overwhelming. I wanted to use my insight to make life for clients in the salon easier and make it a positive experience for everyone. “I’m planning post-natal depression coffee mornings and sessions for new mums, offering child-friendly appointments and play dates where mums can come and

share their experiences and have their hair done in a supportive environment.” There are currently 13 million women in the UK going through menopause, so it’s shocking to discover more than 90 per cent are not getting the medication and information they need. Cue Paused for Thought, a nationwide campaign that aims to train salons in the UK about the effects of menopause and give salon staff the power to know how to signpost the correct help and guidance. Menopause support app balance is behind the push, alongside celebrity stylist Matthew Curtis, whose Stratford-upon-Avon salon was the first to be educated, allowing both stylists and assistants to use their close rapport with clients to make positive changes in the lives of those affected. “The conversation on menopause is thankfully louder than ever. Yet despite this, hairdressers and stylists are still very ill-informed and badly educated on the subject,” explains Matthew. “By debunking myths and providing education to hairdressers, we can not only champion this important aspect of women’s health but also make it easier for women to receive the right guidance more quickly than ever before.” “Hairdressers often listen to all sorts of stories from clients and women tell them various worries, stresses and any health concerns they have,” adds Dr Rebecca Lewis, who’s a GP, menopause specialist and director at the balance app. “Talking to Matt, it became clear we have a great opportunity to work with the hair industry to raise awareness and make a difference to many people’s lives.” According to Wellbeing for Women, 900,000 women have quit their jobs because of the menopause and struggle with their symptoms in the workplace. At Francesco Group, the 37-strong salon group has a menopause policy in place to support employees with symptoms, and to treat it as an ongoing health issue rather than individual instances of illness, with flexible working a possibility.

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For support on helping staff with fertility issues, contact Fertility Network UK (FERTILITYNETWORKUK.ORG), which runs sessions for employers. SANDS (SANDS.ORG.UK) is an exceptionally helpful charity to support those suffering the aftermath of stillbirth and neonatal death. For more help on post-natal depression, start with PND (PANDASFOUNDATION.ORG.UK). Take a look at Wellbeing of Women (WELLBEINGOFWOMEN.ORG.UK), which is calling on employers to sign a Menopause Workplace Pledge. To find out more about Paused for Thought, visit PAUSEDFORTHOUGHT.CO.UK

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LET’S TALK… DOMESTIC VIOLENCE The pandemic and associated lockdowns have exacerbated many issues, one of which has been the increase in domestic violence. It’s estimated that one in four will experience domestic violence, and hair professionals are in a unique position to help clients who are potentially being abused. During lockdown, Haringtons salon group provided its teams with a course run by Stopdomesticabuse.co.uk in association with Hampshire Domestic Abuse Partnership. The teams learnt how to spot potential signs of domestic abuse, how to support someone, and where to signpost for support. “We also have a trained domestic violence safe space ambassador in all our salons should a client want to speak in confidence to someone,” adds Nikki Neale, head of brand and marketing at Haringtons. “We would never want a team member to feel as though they didn’t have the resources to deal with such a sensitive subject. We also want to be able to offer a safe space for a client to talk to us should they wish to.” Francesco Group has partnered with Staffordshire Women’s Aid to deliver Change That Lasts community ambassador training #AskMe across the whole group. The salon group’s aim is to have one Domestic Violence Ambassador in each of its salons, to support any client or team member.

Another pandemic victim has certainly been our collective mental health, but many salons and barber shops had already started work, with initiatives such as The Lions Barber Collective providing training to identify clients suffering suicidal thoughts. “We have an academy, where we recruit many school leavers as apprentices, these youngsters are coming to us with a variety of mental health issues,” says Darren Messias, group managing director at KH Hair, which has rolled out Mental Health First Aiders across its 21 salons and training academy. Amy Wallace, salon director at KH Hair West Bridgford, is one such first aider. “I have always been a big worrier and I always wonder if I’m doing enough to help my staff,” she admits. “It’s very important to look out for, and recognise, any of my team members who may be struggling with their mental health, and for them to know that I’m here to support them. Now I feel equipped to offer all the knowledge I have gained to support and guide them.” Francesco Group also has Mental Health First Aiders, there to be the main point of contact for anyone who is going through some form of mental health difficulty. “As hairdressers and employers we interact with so many people on a day-to-day basis and it’s important we nurture an environment where people are comfortable talking about their mental health,” adds Anya Dellicompagni, who is aiming for the group to have at least one certified Mental Health First Aider in every salon.

☛ NOW ACT!

A Mental Health First Aid course qualifies candidates to be their workplace’s Mental Health First Aider, covering a long list of mental health issues. MHFAENGLAND.ORG, SMHFA.COM, MHFAWALES.ORG, AWARE-NI.ORG Francesco Group

Francesco Group

LET’S TALK… MENTAL HEALTH

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Shear Haven, in association with Barbicide, offers online training in just 20 minutes to help you recognise the signs of domestic violence, guidance on how to safely talk to clients and shares important tools and resources. Liz McKeon is the UK ambassador; to access the training visit LIZMCKEON.COM.

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O. Constantinou & Sons

Anderson Boyce

LET’S TALK… CANCER There’s still a huge veil around the C word, particularly in certain communities where speaking about such illness is taboo. But a project by Macmillan Cancer Support that sees the charity collaborate with 11 barber shops across London is hoping to change that. It is creating safe spaces for clients to discuss cancer with barbers. Lee Townsend, an engagement lead for Macmillan, calls barber shops key pillars in many ethnic communities in particular, with many generations of the same family seeing the same barber. “What barbers are able to offer in this project is time where they can engage freely in a safe environment, where discussions about all manner of things come up and from time-to-time issues around healthcare can be raised,” he says. “Cancer has been such a difficult conversation for men for a long time,” says Anderson Boyce, founder of Hair Force 1 in Ilford and Romford. “We are able to bridge that gap. Some of the information you hear from clients, you realise: ‘Hang on a second, you’re feeling more comfortable with us than you are with your own wives, parents, the people that are closest to you.’ We can raise awareness, point people in the right direction, instil confidence.”

☛ NOW ACT!

Macmillan (MACMILLAN.ORG.UK) is home to a wealth of support and help, and offers its Macmillan at Work scheme to help employers with staff affected by cancer.

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LET’S TALK… DEMENTIA

A salon business that’s been part of the Cardiff community for more than 40 years, Simon Constantinou (pictured above, centre) at O. Constantinou & Sons is a multi-award winner that for nearly two years has worked with Marie Curie to become certified Dementia Friendly. In fact, Simon and the team were the first business in Cardiff to successfully pledge to be Dementia Friendly under the Dementia Friends Communities scheme created by the Alzheimer’s Society. Having hosted clients with different stages of the illness alongside carers, the team felt it was vital to ensure its space felt welcoming. “The training reassured us we were doing the right things, but also opened our eyes to some things we hadn’t thought of,” explains director Helen Rouse (pictured above, right). “Such as how speaking to someone with dementia in a mirror may be confusing, and how offering a quieter private space in the salon could help the visit be stress-free.”

☛ NOW ACT!

The Alzheimer’s Society (ALZHEIMERS.ORG.UK) has a downloadable guide for businesses, and you can register to its Dementia Friendly initiative.

LET’S TALK… ALCOHOL AND DRUG ABUSE Jo Rawlinson is an alcoholic celebrating three years sober. Her own experience has led her to forming Manor Training and Consultancy to help educate people on the signs. Since the pandemic, overall statistics for alcohol and drug abuse in the UK have risen, and research found that the creative industries (including hair and beauty) came third in terms of the biggest problems concerning a culture of alcohol and drug abuse. Broaching the subject is a daunting prospect. Jo suggests a safe space away from distractions, keep it open and friendly, have a mental note of where your concerns come from, and be ready to listen without judgement. Those struggling may not be ready to quit; be prepared for a ‘no’ or a more colourful response.

☛ NOW ACT!

Manor Training and Consultancy offers alcohol and drug awareness training for salon teams (MANOR-TRAINING.COM), and Alcoholics Anonymous offers resources for all (ALCOHOLICS-ANONYMOUS.ORG.UK). THE SIGNS TO WANT TO KNOW O’S ESSENTIAL AD J LOOK FOR? RE IVEHEADMAG.COM T GUIDE AT CREA 77

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INTO THE WORLD N IO AT R LO AL P X E N A ARTIFICIAL VIRTU – H AV Y, IT L A E R OF VIRTUAL E TRANSFORMS S O R B M A J & D M HUMAN – FRO DIGITAL FORM, A O T IN ER T AC AR THE HUMAN CH ND A DIFFERENT A R U LO O C F O S WITH NEON POP HAIR PALETTES PERSPECTIVE ON

VIRTUAL LIGHT PHOTOGRAPHY BY CHRIS BULEZUIK

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OF THE SHOOT AND READ ABOUT ITS ORIGINS, ONLY AT CREATIVEHEADMAG.COM

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HAIR Darren Ambrose (@darrenambrose). COLOUR D&J Artistic Team (@djambrosehair). MAKE-UP John Christopher (@jcmua). STYLING Jackie Ambrose (@jackie.ambrose1). PHOTOGRAPHY Chris Bulezuik (@chrisbulezuikphotography).

THESalon LAST WORD ON… pricing Image courtesy of Angele Kamp for Unsplash

THE COST OF JUST ABOUT EVERYTHING IS ON THE INCREASE. IS YOUR PRICING STRATEGY STRONG ENOUGH, OR IS IT TIME TO ADJUST?

LIFE FOR SALON owners was already tough post-pandemic. And thanks to energy price increases, it’s not getting easier. Add to that the fact that 75 per cent of Brits now visit their high street fewer than five times a month, and it’s time to start thinking hard about the income flowing in. It might be time to re-evaluate your prices. Not everyone has the same business model, consumers, or profit strategies, but there is some common ground to consider for anyone charging for services. “Value is the most essential thing about pricing,” Chop Chop London’s Kaye Sotomi argues, adding that pricing is not logical, but magical. It’s what someone will be willing to pay for the experience you offer. He points to skincare brand The Ordinary, which has stripped back packaging and provides specific, single active ingredient-led products. “The value is based on what consumers want, not what we want, right? We have to understand that.” “Sometimes we have to discard our preconceptions when it comes to pricing and almost start from a blank canvas,” says Simon Harris of Mysalonmanager. “We get a bit bogged down with prices we have always charged, what the competition is charging, and what our staff think we should charge.” He believes pricing should be based on four factors: environment, location, monthly fixed overheads and percentage of retained clients.

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Looking to improve profit? Then focus on strategic pricing. You need to analyse your actual charge rate per hour. “Your charge rate per hour must give you a comfortable profit margin after paying wages, stock and fixed overheads such as rent, rates, utilities and so on,” explains Simon. “Then all your prices should be as near to that desired hourly rate as possible. Then add on an additional cost of product.” You can also look to increase the prices of your most popular services, as Simon argues that you should also increase selectively rather than across the board. He also suggests ensuring that within your salon you have at least three tiers in your price structure. And minimise the gap between wet cuts, and cut and finish. “After all, the real value of the visit is the cut,” he adds. It’s time to look at ways of pricing based on the new landscape of increased working from home. We’re already seeing salons offer gender-free pricing and time-led prices. How else could it change? “Is it time to introduce dynamic, variable pricing?” asks Kaye. Look at Uber as an example. Want a ride at peak time when drivers are scarce? You’ll see surge pricing pushing that ride cost up. Look at your bookings – are there peak times when clients are fighting for slots that could be costed at a premium? Rising costs are disrupting your profits; it’s time to disrupt your traditional ideas on pricing.

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