Creative HEAD May/June 2020 by Alfol Publishing

£4.50 MAY/JUNE 2020

In print•online•everywhere!

MAY/JUNE 2020 CREATIVEHEADMAG.COM

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CR EATIV E HE AD AD VE RT OR IAL

e r u t u f IN A TIME OF UNCERTAINTY, INSPIRATION CAN BE A WELCOME SALVE, AN ESSENTIAL TO KEEP US MOTIVATED AND POSITIVE. THAT’S WHY NOW IS A PERFECT TIME FOR SCHWARZKOPF PROFESSIONAL TO SHARE ITS NEW INSPIRE COLLECTION FOR S/S20, SEEN THROUGH THE LENS OF A TEAM OF TALENTED UK & IRISH HAIRDRESSERS

ELEVATED CLASSICS. Springtime romanticism. Punk chic. The Inspire collection for S/S20, envisaged by Schwarzkopf Professional global editorial ambassador Tyler Johnston, is a British twist on the S/S20 Essential Looks collection, created through the work of a team of Schwarzkopf Professional hairdressers. For the better part of a decade now, the international trends coming out of its German home have been ﬁltered and adapted through the eyes of some of the best talent in the UK and Ireland. The Inspire creative team came together over three days, starting with a presentation by Tyler and Kay Brady, head of UK professional partnership services, about the Essential Looks global trends and over-arching concept. Then the team tested their own creativity, with a model to cut and colour for each, ready to put their own spin on the Essential Looks.

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Toning up

A lot of excitement stemmed from the team’s first look at the new updates to the BLONDME Blonde Toning range. Launching later this year, Schwarzkopf Professional has upgraded the much-loved formula to a gelcréme consistency, which is perfect for applying either with a tint brush or straight from the bottle to saturate the hair, giving you more flexibility for use. The existing assortment of shades sees the addition of new neutral and cool tones, as well as four brand new Deep Toning shades, specifically designed for pre-lightened darker bases levels 5 to 8. It’s a refined collection, with new tones, new colours, a new consistency – and new interest for colourists. It adds more depth and tone into the hair for blondes, while still delivering on the condition and the shine that’s needed for blondes with the built-in Bond Enforcing Technology.

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d e n i f e R s n o i t Tradi THESE ARE CLASSIC STYLES AS YOU’VE NEVER SEEN THEM BEFORE

“Refined Traditions is all about going back to the fundamentals of how we work with hair – classic techniques, classic forms of working,” says Tyler. Clean, architectural lines, balance and graduation – the mission was to capture and elevate simplicity. “You can see graphic shapes. It’s about working with textures and muted colours,” he adds.

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“Working on the Inspire shoot has been incredible. My favourite overall look has to be the bob for the Refined Traditions trend. This look pushed me out of my comfort zone and I love the result. I learnt so much from Tyler and the team. Colour placement has been such a key learning point that I can’t wait to take back to the salon with me” BROOKE EVANS, BE IRONBRIDGE

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“We’re very pleased to be working with five incredibly talented hairdressers. What’s interesting is seeing their interpretations on a theme – obviously each person feeds into it and takes it somewhere else. It’s really exciting to see” TYLER JOHNSTON, SCHWARZKOPF PROFESSIONAL GLOBAL EDITORIAL AMBASSADOR

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icing on the cake BLONDME Bond Enforcing Hydrolock Technology ensures that hair’s moisture level is maintained from the core throughout the toning process, for optimal hair quality and a perfectly toned blonde result.

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Let it m o o l B FEMININE TO ITS CORE, THIS LOOK PLAYS WITH TEXTURE AND MOVEMENT ON MULTIPLE LEVELS

When designing this trend Tyler worked with flower accessories, which found their way into the styling for this look. The lightweight fabrics and blossom prints paired perfectly with the airy, effortless feel of the hair. “Let It Bloom is all about femininity; soft and slightly romantic with lots of texture,” Tyler says.

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TERI LOWE, TIM SCOTT-WRIGHT @ THE HAIR SURGERY

CR EATIV E HE AD AD VE RT OR IAL

“Not only was it so good to see it all come together, but it was also incredible to be so hands-on and a part of it all. I learnt so much about dressing out hair, choosing the most effective techniques and the right products. This was my favourite take on the Essential Looks!”

“The whole experience of the Inspire shoot has been mind-blowing. It was amazing to be able to get creative with new people. Learning how different hair looks behind the camera compared with how it looks in the mirror has been eyeopening. And the finished looks were amazing” DONNA GARNHAM, HAIR MINISTRY

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THESE AREN’T YOUR AVERAGE CAMDEN HIGH STREET PUNKS. THIS IS NEW PUNK CHIC

“It’s cool and youthful, it’s underground,” explains Tyler, describing the upgraded take on a classic punk look. “But it’s still the kids who aren’t afraid to experiment with their own look. It’s less dangerous, more sophisticated and expensive, but it’s still got an edge to it.”

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“It’s been amazing working with Tyler, as well as the rest of the team. I loved seeing the colour unfold – watching it from all the prep work we did to seeing it finished on set and every stage in between. I feel like I have pushed myself as a hairdresser and gained valuable knowledge” KATIE MULCAHY, PAINT & POWDER

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“I learnt so much over the three days, especially how to dress out curly hair. Dressing hair for photoshoots is so different to what we do day-to-day in the salon and learning these different techniques has been invaluable. The Punk Spirit look was so much fun to create” JAMES NICKLIN, TIM SCOTT-WRIGHT @ THE HAIR SURGERY

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. e f a S y a St d e r i p s n Stay I IN DIFFICULT TIMES, SCHWARZKOPF PROFESSIONAL IS HERE TO SUPPORT ITS PARTNER SALONS

Creating meaningful professional partnerships is at the core of Schwarzkopf Professional – an ingrained part of the brand’s philosophy. Even in times of rapid change and challenge for the hairdressing industry, the brand is with hairdressers at every step of the way. It’s a team effort to create with the hairdresser, for the hairdresser, and to provide helpful education and support through the ASK platform. Schwarzkopf Professional’s mission remains putting the customer at the heart of the business. #STAYSAFE #STAYINSPIRED #WEAREINTHISTOGETHER #APASSIONFORHAIR

FOR MORE INFORMATION ON SCHWARZKOPF PROFESSIONAL, VISIT SCHWARZKOPF-PROFESSIONAL.CO.UK

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CREATIVEHEADMAG.COM MAGAZINE

EDUCATION

EVENTS

INSPIRATION

CREATIVE HEAD STORE

COMPETITIONS

EXCLUSIVE

We don’t need no education… ’cos you guys have been supplying it in your droves! Check out The Great Skills Swap – featuring videos, how-tos, step-by-steps, tips and advice – across all of our digital platforms

2020

MWIT is all about YOU. Got a swish new salon? Got major talent? Got a top-notch team? Share your story and we could be handing you a trophy this year

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We chatted to salon owners about their plans, strategies and fears about life after lockdown in an exclusive Instagram Live session. Watch on IGTV

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Need to confront the new normal? Salon Smart returns in September, where we are looking to reflect and rebuild. Tickets available now!

@creativeheadmag

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May/June

TIVE HEAD A E R

WHAT’S INSIDE 52

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£4.50 MAY/JUNE 2020

In print•online•everywhere!

MAY/JUNE 2020 CREATIVEHEADMAG.COM

d We Sttahner Toge ON THE COVER

THE RECOVERY POSITION

The unprecedented lockdown will have a lasting impact, but there’s never been a better time to look to the future

Hair by Schwarzkopf Professional global editorial ambassador Tyler Johnston and the Inspire creative team: Brooke Evans, Donna Garnham, Teri Lowe, Katie Mulcahy and James Nicklin

GO YOUR OWN WAY

Most Wanted Creative Talent Zoë Irwin reveals what inspires her and how she makes the trends happen

#MWIT

BIG HAIR DO

A new date and a new deadline – so you’ve plenty of time to get ready for the party of the year

It’s back! The biggest night out in hair could be in your salon this September

EDITOR

DIGITAL DESIGNER

CLASSIFIED EXECUTIVE

DEPUTY EDITOR

ONLINE AND DIGITAL ASSISTANT

SPECIAL PROJECTS MANAGER

AMANDA NOTTAGE DEBORAH MURTHA

STAFF WRITER

ANNA SAMSON

ART DIRECTOR

NICK JABBAL

EVA VESTMANN

KELSEY DRING

ONLINE AND DIGITAL EDITOR ALISON ROWLEY

DAVID HAMMOND JENNY BROOKS

SPECIAL PROJECTS DIRECTOR JOANNA ANDERSEN

PUBLISHER

CATHERINE HANDCOCK

CHIEF SUB EDITOR ADAM WOOD

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Creative HEAD is printed on paper certiﬁed as being from sustainable sources using only vegetable-based inks. Printed by Buxton Press, Environmental Printer of the Year and Printing Company of the Year. WRITE TO US AT: Creative HEAD, 21 The Timberyard, Drysdale Street, London, N1 6ND 020 7324 7540 enquiries@alfol.co.uk

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

@creativeheadmag

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Editor’s letter

In our last issue we told you that You’re Not Alone; that Creative HEAD would be there as the Covid-19 coronavirus crisis unfolded to keep you updated with all the help and support available as it was revealed from government and our industry (remember – membership to the Creative HEAD Club is free until the end of July, see page 50). We wanted to offer somewhere to turn when everything was so scary, so unknowable; to be there with you as the situation evolved. I’ll be honest here: I’ve struggled with that evolution. You’ll read Pauline Howe from Strands talk about the waves of tears in those first couple of weeks of lockdown, not knowing what the future held for her salons, in our HEAD for Business special (from page 26). I felt that reaction keenly, trying desperately to keep a splintered team effective and on top of ever-shifting sands, while we all juggled family commitments and, in some instances, our own illnesses. As we felt our way through, so many of you wanted to share and to connect, to help our wider community. I’d like to say an enormous thank you to those who took part in our survey, to help us better understand the landscape that Covid-19 has forced us to inhabit. More than a third (35 per cent) of salon owners were most worried about losing their business, while

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60 per cent of self-employed stylists were most concerned about paying their personal bills. Despite being closed, 48 per cent were still paying rent on their premises as normal, with 35 per cent of salon owner respondents admitting they had no emergency fund to fall back on. Just under a quarter (24 per cent) had enough saved to sustain the business for between one month and six months. It’s no wonder that anxiety was so high for so many.

What comes next?

I’m conscious that while we’re all keen to get ‘back to normal’, there will be no ‘normal’, not for some time. The more I speak with salon owners, stylists, barbers and industry brands, the more I can see a schism that has presented itself. There’s a need to get back to work, to see clients and colleagues, to ensure salons survive and make back money lost by lockdown, weighed against a genuine worry about health and safety for everyone in the salon. In this special issue of Creative HEAD, we explore what that ‘new normal’ might look like when we return and hear from salon owners on what life was like for them in lockdown, how they’ve used that time, and what steps they’ve taken for returning to work.

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HOW YOU’VE HELPED

A SNAPSHOT OF SOME OF THE AMAZING PROJECTS AND INITIATIVES THE INDUSTRY HAS OFFERED – AND MORE IS COMING…

• L’Oréal UK and Ireland has donated more than half a million hygiene products and hand sanitisers to front line healthcare workers • Matthew Sockalingum rallied donations of salon gloves to NHS workers, looking to establish drop-off hubs in towns across the UK

We’ll share the strategies and ideas that they’ve put in place – and also the doubts. Some salon owners are concerned that while they may follow the rules once they’ve reopened, others won’t. Right now, we need to see the bigger picture. If we don’t follow guidelines on distancing, hygiene and safety, we will end up closing again. Who wants to be a salon responsible for that? We’ve pulled together brilliantly so far, so let’s keep being kind to each other. I’m proud that our industry has conducted itself impeccably, with little or no evidence of hairdressers breaking lockdown and seeing clients on the QT, despite demand. Now hairdressing is very much in the spotlight; the whole country is looking at salons (through overgrown fringes) – this is a time to be consistent, to follow the rules and ensure we can stay open and all stay safe.

Thanks for sharing

Once back, I don’t doubt that we’ll have stylists and colourists fizzing with new ideas as education online has been bountiful. We’ve worked with many brilliant hairdressers to deliver inspirational content at creativeheadmag.com and on Instagram at @creativeheadmag to keep you educated and motivated while at home in our Great Skills Swap, with stylists such as Lisa Farrall, Jack Merrick-Thirlway and The It List It Guy Jamie Benny getting busy on block heads (or their own heads!) in home-made tutorials. We’ve been ‘through the keyhole’ with some big names to see how they’ve been occupying themselves at home. We’ve had the chance to talk live on Instagram with salon owners and self-employed stylists to discuss the impact this has all had on businesses and on our lives, as well as more informal virtual natters over cups of tea with big names such as Most Wanted Session Stylist Anthony Turner and TIGI legend Anthony Mascolo. I sincerely hope it’s offered some support, insight and the occasional distracting giggle while salons have been shut. Do please keep sharing your stories, your skills, your strategies with us. Our brilliant Creative HEAD readers have proved it – You’re Not Alone in this. A new beginning is forming hazily on the horizon, and it’s one we’ll all face together.

amanda@alfol.co.uk CREATIVE HEAD

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• Henkel donated €2 million (£1.75 million) to the WHO/UN Foundation Covid-19 fund, and switched its manufacturing plants to disinfectant production. The UK Beauty Care Professional team arranged donations of more than 18,000 Schwarzkopf Professional products to four NHS hospitals • Wella Professionals donated 110,000 pairs of gloves and gathered 7,300 shampoos and conditioners for support staff working in hospitals • Nick Malenko and Royston Blythe of salon group Royston Blythe unveiled National Hair Sunday to deliver front line workers with complimentary hairdressing services on the ﬁrst Sunday back once salons are open again • Denroy, sister company to brush brand Denman International, switched much of its production to producing the Hero Shield for NHS and healthcare workers • Adee Phelan led a campaign for salons to donate excess stock to ship thank you parcels to front line NHS workers • TIGI’s parent company Unilever pledged €100m (£87.25 million) through donations of soap, sanitiser, bleach and food

@creativeheadmag 09

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The edit THE NEWS AND KNOW-HOW FROM YOUR INDUSTRY

MWIT20 AND SALON SMART 2020: NEW DATES ANNOUNCED THINKING ABOUT ENTERING Creative HEAD’s Most Wanted and The It List Awards? We appreciate you’ll have had more pressing things to focus on recently, which is why we’ve pushed back the closing date to 10 June, giving you a whole extra month for entry preparations. And there are more dates for your diary: finalists will be announced on 8 July and the Grand Final takes place at Printworks in London on Sunday 6 September. Come on, heroes of hairdressing, go for MWIT! The impact of the Covid-19 coronavirus on hairdressing has been like nothing we’ve seen before, but what lockdown has demonstrated is the value clients place on hairdressers and salons. When our business networking event Salon Smart 2020 returns to London on Sunday 27 September, the focus will be on reflecting on recent times, resetting and rebuilding salon businesses. In a new, supersized, one-day agenda, you will be able to talk to, share with and learn from our line-up of leading experts so that as an industry, we can move forward together. PS. Salon Smart Ireland takes place in Dublin on Monday 2 November, save the date! creativeheadmag.com/events

Big names unveiled for Matrix Session stylists Neil Moodie and d Lisa Farrall are the new Matrix bran nd. ambassadors for the UK and Irela Neil will be working speciﬁcally with e, Biolage, Matrix’s nature-inspired rang the while Lisa will be working across . Matrix haircare and colour portfolio

THE INDUSTRY hub unveiled to promote careers in hair THE INDUSTRY is a new education initiative dedicated to providing a true and compelling representation of hairdressing and barbering to help boost new recruits choosing the profession. Launched by Alfol Ltd, the parent company of Creative HEAD, the campaign kicked off with a documentary produced by special projects director, Joanna Andersen, which shines a light on the fantastic opportunities a career in hair can bring. “We made the film to smash stigmas and to inform, surprise and inspire a wider audience about a career in hairdressing,” she said. The next stage, the-industry.co.uk digital hub, has now been unveiled, continuing the campaign and providing an essential resource for people considering a career in hairdressing. From ways to get qualified to showcasing myriad trajectories within hair and sharing inspiring content. Follow @theindustrysquad on Instagram – we’re calling on the hairdressing industry to share this valuable resource with prospective future hairdressers and barbers, using #AreYouIn #ThinkHairdressing.

PETER COLLINGE OBE: 1927-2020 Peter Collinge OBE, who died peacefully in his sleep on 20 April aged 92 having beaten Covid-19 days before, was truly a hairdressing legend. He was Liverpool’s hippest hairdresser, establishing a series of salons across the region as youth culture boomed. By the late 1960s there was a group of Peter Collinge salons across Merseyside, followed by the launch of Peter Collinge Training in 1974. In 2012 he was awarded an OBE for services to hairdressing and training. Peter’s son Andrew, who continues the family business, hailed his father – also a grandfather and great-grandfather – as “a visionary in the hairdressing world” who will be greatly missed.

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Clients who frequently go to battle with knots and tangles will love the MONAT Unknot Detangler. This lightweight leave-in detangler also smooths frizz and contains a UV absorber to help protect colour against fading.

The Wella Professionals Love Your Hair Kit is perfect for those clients who are cautious about returning to salons initially. Create bespoke client kits, including Color Fresh, Shampoo, Conditioner and Mask.

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Beachy waves don’t require a beach – clients can reach for the Nymph Salt Spray from AUTHENTIC BEAUTY CONCEPT for mermaid waves without any stickiness or stiffness. The vegan formula is infused with sea salt minerals.

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Sun’s out – so sun damage is bound to follow. Stock up your clients with the Schwarzkopf Professional BC Sun Protect kit, containing three must-have hydrating and UV-protection products in a beautiful travel bag.

Once you’re back you’ll need plenty of hand sanitiser. Tints of Nature Hand Sanitising Spray uses 80 per cent organic alcohol, while the Hand Sanitising Gel contains 65 per cent organic alcohol, alongside moisturising agents. Both are vegan-friendly and cruelty free.

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CREATIVE HEAD

29/04/2020 12:52

CR EATIV E HE AD AD VE RT OR IAL

t s e b r i e h t Back to CLIENT RELATIONSHIPS ARE MORE IMPORTANT THAN EVER. HIGHLIGHT THAT SPECIAL CONNECTION WITH A NEXTLEVEL CUSTOMER EXPERIENCE WHEN YOU’RE REUNITED… ALL WITH THE HELP OF TANGLE TEEZER

IT’S A BIZARRE SITUATION, and we don’t know when salon services will look anything like normal again. But what we do know is that clients will flock back to salons to feel good once they’re able. Tangle Teezer is all about the small but important additions to your services that can enhance their experiences, and leave them delighted.

CENTRE OF ATTENTION

BLOWN AWAY

Your clients will have been waiting for so long to be reunited with you. A few extra moments at the backwash, with a treatment or sensorial massage experience, is a simple way to make the stress of recent weeks simply melt away. Tangle Teezer’s The Wet Detangler and The Wet Detangler Large Size can be used at the backwash to comb through shampoo for a deeper cleanse or draw through conditioner and masks for silky, soft hair. The duo’s patented two-tiered teeth technology is especially kind to wet hair.

We’ve seen so much on social media about getting a salon blow-out at home. But it’s never as good as the real thing. Treat your clients to their best blow-dry in months with Tangle Teezer’s Blow-Styling Tools, available in Round and Smoothing versions. The Blow-Styling Tools have innovative bottleshaped teeth positioned in an overlapping configuration, which allow them to glide effortlessly through the hair to deliver a quick, smooth and gentle blow-dry.

PERSONAL TOUCH Prescribe the perfect take-home package to suit your clients’ hair types. Hair is so personal, and one brush certainly does not suit all. That personal touch will go a long way to encouraging your clients back to you, and also keeping their locks cared-for between appointments.

Tangle Teezer has a wide and diverse selection of hairbrushes, from detangling to blow-drying and styling, that use patented teeth technology adapted across each hairbrush to suit every hair type. Illustrate your expertise, tailor the ideal collection and show those wonderful clients you’re right there for them.

Add the personal touch to your customer services with Tangle Teezer. For more information visit tangleteezer.com/professional or email sales@tangleteezer.com 13

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27/04/2020 11:40

How to…LEAD THROUGH CRISIS THE BUSINESS EDIT

NEED A LITTLE KNOW-HOW TO NAVIGATE AND GROW YOUR BUSINESS? FREDDIE BANKS, GENERAL MANAGER UK & IRELAND FOR KÉRASTASE AND SHU UEMURA ART OF HAIR, IS HERE TO SHARE SOME INSIDER KNOWLEDGE…

THE PAST FEW weeks have plunged us all into a completely new world, with changes every single day. However, with every new experience comes new insights, learnings and opportunities. But when you’re in a crisis situation there can be a multitude of things going on, so it isn’t always easy to navigate. I like to work through a crisis in three stages.

STAGE ONE: THE INITIAL IMPACT

Focus on what really matters. I always begin by writing down the top three things that are the most important for me to quickly ground myself and bring clarity. In March, at the start of the Covid-19 coronavirus crisis, I wrote down: keeping my health (mental and physical) balanced and strong; the health and wellbeing of my team; supporting our customers through the crisis. If anything came up that didn’t fit into one of these three buckets, I deprioritised it.

STAGE TWO: THE UNFOLDING

Now I have three core focal points, I then identify how to control what remains in my control. In many situations, I find there are usually three categories to focus on: elements that concern us but we can’t control; things you can influence but can’t necessarily control; and things that we can control – which is where you should concentrate.

INTERVIEW: DARREN FOWLER

I WANTED TO INVESTIGATE HOW BUSINESS OWNERS HAVE BEEN COPING, SO I SPOKE TO FOUNDER OF FOWLER35, DARREN FOWLER, TO ASK HIM SOME KEY QUESTIONS

FREDDIE BANKS: What have you implemented during lockdown? DARREN FOWLER: First we looked at our vocabulary – to be positive with the team and clients when contacted. The tone of voice is super-important. I interviewed and shared Facebook/Instagram Live interviews with life coaches, psychologists and industry leaders that have urged positivity. We’ve made The Fowler Hair Academy online free of charge for a time for anyone wanting brand and technical education. For our clients and those in London we set up the Fowler35 online shop and we have been working with the bgX app to supply their haircare needs.

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Throughout any crisis there will always be new problems cropping up, and I find it important to identify how controllable they are – and can then decide how much energy I put into them. Once I have focused and identified the controllable elements, I am then more grounded and able to guide the team through any upcoming challenges, working with them in full transparency. This ensures that they are clear on the full situation and understand decisions taken.

STAGE THREE: THE EVOLUTION

When you are forced to adapt to a new environment it is amazing how creative you can be. We only have to look back at the recession of 2008: WhatsApp, Groupon and Uber were all created at this time. In the past few weeks we have all embraced new ways of working, and some of these we can continue to use after the crisis has passed. For example; a heightened wellbeing culture within your team, doing more online education, digital consultations with clients – these are all great new ways of working that we should acknowledge. Nobody likes facing crisis moments or challenges, but if we can learn and grow from them, it will ultimately make us stronger leaders.

THREE TOP TIPS

• Focus on what matters – identify the top three elements that matter to you and focus on them. • Identify the controllable elements and focus your energy on them – don’t waste resources on what you can’t control. • Celebrate and embrace the new ways of working and continue them into the future.

FB: How have you been keeping in touch with your team? DF: We invited the team to enjoy our coaching sessions twice a week on Zoom, which enabled me to see how they have been doing and offer any help. We also invited the team to supply tips to help give advice to our clients and we’ve been offering the team life coaching sessions online.

FB: How have you been engaging with your customers? DF: We’ve encouraged clients to view our social media platforms, where we have been keeping in contact daily, and we sent out a newsletter to give clients peace of mind. As we move forward, we will be looking at making sure clients know how safe and hygienic our business is.

FB: Which new elements do you think you will continue to use after the crisis? DF: Communication and community are key for us now and will continue to be as we reopen. Driving the business forward we will make sure this remains pivotal with our team, clients and the global hairdressing community.

Darren runs the How to Grow se your Salon cour visit e, as st ra Ké th wi om uk.lorealaccess.c

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KEN’S

GOT A BUSINESS HEADACHE? LET KEN WEST, DIRECTOR OF

TOUGH WORDS FOR TOUGH TIMES At the time of writing this article we were six weeks into an unprecedented shutdown of not only hairdressing salons but vast swathes of retail outlets throughout our great nation. Noone could have seen this coming – but come it did! By the time you get to read this article I have no idea what the situation will be. Still in shutdown or open but with social distancing the new norm? Life behind plastic screens and surgical masks accepted and expected by all? Or will it all be banished into history? Well, apart from the virus that killed thousands of loved ones and heroes, there is one thing that I am sure of and that I never want to see again, so that is what I am going to focus on. When the virus struck and we were told to pull down the shutters of our businesses and stay at home, many salon owners and business owners in many other sectors were thrown into total panic. This is what I never want to see again.

Do you now understand how you really make profit? Not generate sales but profit.

PREPARATION NOT PANIC

Do you also understand which of your team are profitable and why? More importantly, have you started on your plan to improve the profitability of the rest of your team, because carrying unprofitable members of the team is not the future.

People being unable to sleep because they had no idea how they were going to keep roofs over their heads and food in their mouths, let alone keep their businesses and teams in a state of suspended animation but somehow ready and able to spring back into action. I have to say here and now that I thought our government was amazing. I’m not political in any way but the level of support that was offered to businesses and individuals was incredible. Of course there were those that fell between the cracks and businesses that could not be saved. Those who had contributed more into the system benefited more than those who had manipulated the system. But in general the safety net was there relatively quickly, and we will be picking up the tab for generations to come.

But what have you learnt? What did you do with your time? Answer me this:

016-017_Ken West.indd 1

Here are some questions you need to ask yourselves – and truly know the answers to: Do you now know which of your services are profitable and which you should either stop offering or charge more for? Do you know who your high-value clients are? The 20 per cent that probably generate 80 per cent of your income. Have you now got a plan to keep them, grow more of them and provide them with a level of service that will keep them loyal forever?

Do you understand which product brands stuck by you and supported you in the crisis and which chased the pounds in the retail sector? Are you now the master of social marketing? Do you truly have a brand with a vision and a brand statement that is understood by both your team and your clients? Do you have a clear vision of your potential client so that you truly understand what they want, where to market for them and how to engage with them on the media that they regularly engage on? Or are you just after any client you can get? And finally…

CREATIVE HEAD

29/04/2020 12:55

CLINIC BUSINESS EXPERTS 3•6•5, OFFER A PERSONAL PRESCRIPTION

Have you got a plan B to prevent what I never want to see again? You and every individual and business should now decide to build up a safety net. A disaster fund that, should this ever happen again, will prevent you from losing sleep and worrying about the roof over your head. This will not be easy but will require you to build into your pricing a contingency factor. An amount of profit that can be kept aside and if not required could eventually be reinvested in your business or yourself. But always keep a battle fund, a ‘what if’ pot that you never, ever touch until it’s truly ‘roof over your head’ time. Many salon owners struggle to make enough profit to live the life they want, let alone build up a battle fund. However, now is the time to rethink how you choose to run your business. Where do you sit in the market place? Is your pricing correct and all of the elements that I mentioned earlier? As a business coach, a lot of people think I should have all of the answers. Maybe I do, maybe I don’t, but I think that my real role is to help the people that I coach to discover the answers for themselves. I share the insight that others have taught me over the years that helped me to come up with answers to challenges that I faced when I owned my salons, and that way they can figure stuff out on their own. After all there is rarely a right or a wrong but there is always a different. I believe that the businesses that come out of this crisis – and believe me there are many that won’t survive – will behave and operate in a way that is totally different to the way they operated before. If not, all of this will have been in vain. SEE KEN They will have WEST SPEAK AT learnt nothing and, like the dinosaurs, SUNDAY 27 SEPTEMBER, LONDON they will PARK PLAZA LONDON eventually RIVERBANK HOTEL become extinct.

DO YOU HAVE A BUSINESS HEADACHE YOU’D LIKE KEN TO HELP WITH? Email him directly on KenW@365Hair.com or tweet us at @creativeheadmag CREATIVE HEAD

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29/04/2020 12:56

Minimum Wage hike goes ahead despite coronavirus shutdown INCREASES TO THE National Minimum Wage and National Living Wage have been put in place despite the “huge financial pressures” now facing businesses. “The timing of the rise is far from ideal as salons and barber shops will be under huge financial pressure. However, we do recognise that the increase will be a help to many working in our industry when things start to get back to normal,” said NHBF chief executive Hilary Hall. “In addition, we will be asking the Low Pay Commission to consider the timing and size of future rate rises depending on how the economy responds once the Covid-19 coronavirus crisis has ended.” Business owners who have furloughed employees will need to apply to receive up to 80 per cent of the wages their staff were paid as of 28 February. However the new NMW/NLW rates will not apply to the wages of furloughed staff until they are able to return to work. Find out more about rates for 2020/21 at nhbf. co.uk/nmw-2020. For more details about the lockdown, see the page opposite

HOME VISITS: JUST SAY NO

THE NHBF HAS warned against home visits to clients during the current crisis. “We have heard many stories of clients offering large amounts of money to their stylist or therapist in return for a home visit,” said NHBF director Tina BeaumontGoddard. “Our strong advice is to say no. Not only will you be breaking the government’s social distancing rules, but you also need to bear in mind that it’s unlikely your insurance will cover you if something goes wrong during a home appointment.” In addition, your insurance won’t cover you if you sell or supply professional hair colour products to your clients for home use.

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MEMBERS REVEAL OPTIMISM FOR BUSINESS FUTURE AN NHBF SURVEY has revealed that 95 per cent of its members who responded felt optimistic about the future and planned to re-open as soon as possible, while just 2.5 per cent said they would close their business as a result of the Covid-19 coronavirus lockdown. NHBF chief executive Hilary Hall said: “The key question is how long the restrictions remain in place. Everyone understands why they’re important for preventing the spread of the virus, but from a business point of view, the longer the lockdown continues the harder it will be for salons and barber shops to survive in the long term.”

THE SURVEY ALSO FOUND:

• One-third had asked their landlords for a rental payment holiday on their

premises and one-quarter had applied for a mortgage payment holiday. Others had applied for Universal Credit, a coronavirus business interruption loan, other bank loan or an overdraft. Most (59 per cent) salon and barber shop owners with employees had furloughed staff and paid their wages. Almost one-third (32 per cent) said they had furloughed their employees but couldn’t pay wages until government financial support came through. Only a handful of respondents at the time of the survey had been forced to make redundancies. Find out more: nhbf.co.uk/lockdown-survey

• •

BUSINESS INSURANCE AND COVID-19: WHAT YOU NEED TO KNOW There has been a lot of confusion about insurance cover for losses caused by Covid-19, says NHBF director Tina Beaumont-Goddard. She explains: Do check to see if you are covered, but unfortunately very few businesses will have the specific cover needed to claim for the impact of the coronavirus. Confusion arose because while policies can include cover for ‘contagious diseases’, this only applies to disease outbreaks that start within your premises. A good example of this would be Legionnaire’s disease. You will not be covered unless you bought additional cover for unspecified notifiable diseases.

• • •

CREATIVE HEAD

29/04/2020 12:57

#BusinessEdit

OWN A SALON? HERE’S YOUR

CRISIS CHECKLIST “I AM PRESIDENT of the NHBF but I’m also a salon owner. This has been the most stressful and worrying time of my entire career in hair and beauty, an industry I love. However, we are a resilient bunch, no matter what happens we will do our best to get through it! The NHBF is here to support you and it would not be what it is today without your support. We’ve put together the following checklist to ensure you’re up-to-date with everything you need to know during the current coronavirus crisis.” Ian Egerton, NHBF president

GOVERNMENT FINANCIAL HELP AVAILABLE FOR SALONS: • Claim wages under the job retention scheme • •

for furloughed staff (see below). Reclaim sick pay paid to employees due to coronavirus. Defer your tax and VAT payments.

FURLOUGH PAY FOR YOUR EMPLOYEES You can claim 80 per cent of your employees’ wages if you furlough them for a minimum of three weeks. The 80 per cent claim should be based on the wages (before tax) they were paid as of 28 February 2020. You can claim up to £2,500 per employee per month. Avoid scammers and fraudsters – apply only through the government website. Information about various aspects of furlough including annual leave, maternity leave and training or working during furlough can be found at nhbf.co.uk/furlough-FAQ

• Get business rates relief. • Apply for a business interruption loan. • Be protected against eviction for non-payment of rent. Find more information at nhbf.co.uk/help

KEEP YOUR PREMISES SAFE

There are a number of steps you can take to keep your premises safe including ensuring your alarm is working, moving high-value items out of view, using timer switches for lighting and applying laminated glass or security film to existing glass. Get more information on keeping your premises safe: nhbf.co.uk/safe-premises

DON’T FALL FOR SCAMMERS

Apprentices can be furloughed in the same way as other employees. Find out more about apprenticeships during the coronavirus crisis: nhbf.co.uk/coronavirus-apprentice

Fraudsters and scammers will be trying to take advantage of those who are anxiously waiting for financial support to come through. Be very wary if anyone contacts you via phone, email, post or text claiming to be from the government, HMRC or any other body such as a local council or bank. In addition, avoid scam websites with names such as ‘Coronavirus Compensation Ltd’ – use only the official gov.uk website.

WHAT OTHER FINANCIAL STEPS CAN I TAKE? • It’s a good idea to talk to your bank as they will probably

I’M SELF-EMPLOYED. WHAT HELP IS THERE FOR ME?

WHAT ABOUT APPRENTICES?

be more flexible at this time and may be able to offer payment holidays or an emergency loan. Speak to suppliers and try to negotiate flexible payment terms if you currently owe money for products or equipment. Talk to your accountant if you have one. They may be able to offer additional expert advice.

• •

CREATIVE HEAD

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You’ll be able to claim a taxable grant worth 80 per cent of your trading profits up to a maximum of £2,500 a month. Payments are expected to be made by early June and the government has asked individuals not to contact HMRC about this. HMRC will contact those who are eligible. You can also defer tax and VAT and access Universal Credit.

28/04/2020 11:18

#BusinessEdit

MISSION CONTROL

PUTTING YOU IN THE DRIVING SEAT OF YOUR SALON in association with Phorest Salon Software DUE TO SALON closures because of the Covid-19 coronavirus crisis, this issue we explore the impact of online gift vouchers on shuttered businesses, and how loyal salon clients have shown their support to their beloved hairdressers via the new voucher service available on Phorest Salon Software.

A GIFT WITH MEANING

£1.25M IN TOTAL VOUCHER REVENUE

A heat map of Phorest online gift voucher sales in the UK since launch

12.8K

SALON VOUCHERS SOLD BY PHOREST SALONS SINCE LOCKDOWN BEGAN

THE MISSION: COMMUNICATION IN LOCKDOWN The most successful voucher selling salons have been using smart email and SMS marketing to reach their loyal customers

per cent of the top voucher-selling salons use #SupportYourSalon in their campaign

766

number of email campaigns sent in ﬁrst 2 weeks of lockdown

“The online gift voucher has been a brilliant addition to our offering in these uncertain times. It exceeded our expectation and we sold more than 40 vouchers in the first few days, adding £3,000 to our cashflow. We were bowled over by how supportive and generous our clients are of our business. It means so much” MELANIE MCBREEN, CHANGES 20

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DID YOU KNOW… CUSTOMER SUPPORT FOR SALONS SURPASSES £1M

IT’S HARD TO remember what a pre Covid-19 salon landscape looked like, but it’s not been that long since salons in the UK were forced to close their doors. From 23 March, it became clear that drastic and different business decisions would have to be made if salons in the UK were to survive – even with the help of the government. So, what have we learnt? To date, it’s the salons that have been reaching out to clients that have realised how valued they are, while generating much-needed cash flow at the same time. In fact, in the first two weeks following the launch of our online gift voucher feature, right in the height of lockdown, Phorest salons saw such an influx of goodwill from their clients that more than £1 million-worth of vouchers were bought online in that fortnight alone. Nathan Jermy of The Cutting Room in Cambridgeshire was one of the first salons to send out an email campaign to his clients with the now trending hashtag #SupportYourSalon, and quickly climbed to be one of the top three most successful hair salons in the UK selling online gift vouchers. Now Nathan is using the support he has been shown by his loyal clients to create a new loyalty club as a way to give back: “The clients who have supported us will go into a special ‘pledge club’ where they will get lifetime discounts on various treatments and products in the future.” As well as providing a one-click functionality to activate online gift vouchers, Phorest salons can also access a host of ready-made email templates populated with their unique links to make reaching out even easier. For more information on selling online gift vouchers or the Phorest Marketing Suite, visit phorest.com Shauna O’Halloran is content & marketing manager at Phorest Salon Software. Find out more at phorest.com and @phorestsalonsoftware CREATIVE HEAD

29/04/2020 12:57

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05/03/2020

15:51

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LIVE IT FULLY

IT’S ABOUT COLOR, IT’S ABOUT CARE, IT’S ABOUT LIFE

Every phase of life has its color. To take care of it ALFAPARF MILANO presents Color Wear: the natural evolution of tone on tone, the ideal tool to accompany all customers in their changes, with competence and awareness. It is vegan, and free from ammonia, MEA and PPD. With patented technology based on naturally-derived arginine. ALFAPARFMILANO.COM

Email: customerserviceuk@alfaparf.com

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COLOUR VISION GET ONLINE WITH WELLA PROFESSIONALS TO KEEP YOUR HAIRDRESSING SKILLS SHARP AND THINK ABOUT FUTURE OPPORTUNITIES

IN ASSOCIATION WITH

IN YOUR HANDS Due to the salon shutdown, everything has moved to digital platforms – the way we communicate, the way we stay inspired – and Wella Professionals’ eEducation platform uses the latest technology to help educate professional hairdressers in an entirely innovative way. It provides a new, flexible and fun approach to hairdressing education that can be tailored to suit different learning styles and skill levels. It can be accessed via tablet, phone or computer, making it especially suitable for hairdressers who are limited in accessibility due to coronavirus. eEducation is open to all hairdressers and offers an array of online seminars, tutorials and step-by-steps. The bite-sized sections mean you can stop and start learning as you please, and you can personalise your own learning by accessing exclusive content and tracking your progress. What’s not to love? Head to education.wella.com for more information

THE COLOUR CLINIC IS OPEN…

DOWN THE COUNTRY, WITH THE HELP OF EVERY ISSUE WE TACKLE A COLOUR CONUNDRUM WHICH IS FRUSTRATING COLOURISTS UP AND HAS HER EYE ON CARE AFTER QUARANTINE… WELLA’S COLOUR CREATIVE GUEST ARTISTS. SARAH MASON OF SARAH MASON PROFESSIONAL “One thing we’ll be facing after the shutdown is a lot more colour corrections as our clients take the task to colour their own hair during the pandemic. Expect to see seriously overprocessed hair that has sunk into a subtractive colour presenting black, all of which can be very serious. As I always say: ‘Just because you can’t feel your hair doesn’t mean it’s not hurt!’ At a time like this we need to advise our clients to be kind to their hair and promote haircare, ensuring them an exciting service when we reopen. As a Wella Professionals Master Colour Expert I love nothing more than a good colour correction. But it’s also vital in our industry to have a really strong knowledge of haircare and how you can navigate the Wella brands to suit both your clients’ needs and their purse. Without the best routine your client will not get the repair they need. My number one rule as both an artist and salon director is that in the consultation the key word is ‘history’, especially for a new client. Taking the time to question them about their colour history is vital in how successful your work will be – especially when they have been colouring themselves. Use direct yet open questions, such as ‘what did you use?’ ‘How many times?’ ‘Pointing out shades on a chart, can you show me how many of these shades you think you might have had in the past two years?’ It gives you an indication of what’s hiding underneath. Never compromise the hair – treat it first so it portrays the beauty of your work.”

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CREATIVE HEAD

27/04/2020 12:00

SHELFIE TIME

CR EATIV E HE AD AD VE RT OR IAL

#ColourVision

During the lockdown Color Fresh has been our most ordered product. Clients understand it’s something temporary, simple and safe that will help see them through until they can come back to the salon. I love it because it’s so versatile – we’ve provided Color Fresh to blondes wanting to banish brassiness, natural redheads wanting to enhance, and brunettes to refresh. Clients send me a picture of their hair in good light and tell me what they want to achieve, and I match the shade to suit them and send the product with instructions on how to use it. Our clients have been so appreciative that we have stayed in contact and been able to provide them with something to look after their colour.”

REBECCA SMITH, THE COLOUR BAR, WIRRAL

WHY I’M WELLA “I’ve worked with Wella Professionals products for all but two years of my 35-year career, and the P.Kai salons have always been partnered with Wella. Its colour consistently delivers great results, particularly in coverage, and the reds have always been industry-leading. “Education is at the cornerstone of every successful salon business and Wella has an extensive portfolio of education, from apprentice level all the way through to salon owner. We also receive great in-salon technical support and education. We have been supporters of the Wella Master Colour Programme from day one and have put several of our stylists through it. Our wider teams benefit from that expert level of knowledge whenever they need it and our guests are confident that they are in the best hands. There is a great sense of family with Wella. A community of likeminded hairdressers and salon owners means you never feel alone, there are always people to converse with and network with to share experiences and ideas.” KAI WAN, OWNER, P.KAI HAIR SALONS

CONTINUING EDUCATION IS THE ONLY WAY TO KEEP YOUR SKILLS FRESH, AND TONING IS ONE OF THE BIGGEST OPPORTUNITIES IN HAIRDRESSING RIGHT NOW. LEARN FROM A TRUE MASTER OF COLOUR IN YOUR OWN TIME WITH WELLA PROFESSIONALS’ TECHNICAL DIRECTOR, ROBERT EATON. HIS 20MINUTE DIGITAL COLOR TOUCH MASTERCLASS SHOWS YOU HOW TO PERFECT YOUR BLONDE TONING SKILLS IN A FLASH. GO TO EDUCATION.WELLA.COM TO FIND THIS AND LOTS OF FREE INSPIRATIONAL AND PRACTICAL EDUCATION, FROM COLOUR AND STYLING TO PRODUCT KNOWLEDGE AND BUSINESS. @wellahairuk #WellaColour #ColourFlirt CREATIVE HEAD

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Wella Professionals

@WellaUK 23

29/04/2020 11:49

NO BLONDE LEFT UNTONED Robert Eaton, Wella Professionals UK & Ireland Technical Director and British Hairdresser of the Year 2019 2020-02036 Highlights DPS CH.indd 1

20/04/2020 15:40

Turn your blonde into an

INCREDIBLE BLONDE

with COLOR TOUCH from Wella Professionals

Blonde toning with COLOR TOUCH is perfect for porous hair as it is infused with Keratin. Shades can be intermixed to create the perfect peach, mink, pink or grey tone, or you can simply use a toner to give gloss and enhance the blonde that youâ&#x20AC;&#x2122;ve created. ROBERT EATON

Wella Professionals Technical Director UK & Ireland British Hairdresser of the Year 2019

Experience shine and vibrancy with COLOR TOUCH, the fashion forward ammonia free demi-permanent colour range from Wella Professionals.

Discover the free Blonde Toning MasterClass by Robert Eaton at education.wella.com. as well as bite sized education, including handy hints and tips to maximise your technical and business skills. Discover more at @wellahairuk.

2020-02036 Highlights DPS CH.indd 2

20/04/2020 15:40

Youtube/AlfieDeyesVlogs @peterandre

The Guardian @wrighty_ Youtube/AlfieDeyesVlogs

THE RECOVERY POSITION THE LOCKDOWN OF THE UK POPULATION, THE CLOSURE OF BUSINESSES – THE SPREAD OF THE COVID-19 CORONAVIRUS HAS CREATED AN UNPRECEDENTED EVENT IN OUR LIFETIME. IT’S ONE THAT WRACKED US WITH FEAR FOR OUR HEALTH, OUR INCOMES AND OUR FUTURE. BUT NOW, WITH THE END OF LOCKDOWN ON THE HORIZON, WE FOCUS ON RECOVERY AMID A NEW WORKING LANDSCAPE IN THIS HEAD FOR BUSINESS SPECIAL

FROM TUTORIALS ON The One Show and This Morning to eye-popping stories of home haircuts gone wrong across newspaper websites (and tonnes of Instagram posts of fringe trims and more), the lockdown made it very visible just how much the general population rely on salons and barber shops, how important that trip to the hairdresser is. Never before have hairdressers and barbers felt so valued. In Switzerland, lockdown was eased on 27 April and salon booking system Treatwell doubled its daily bookings record. The average price was also up 25 per cent – partly because no salons are offering discounts with such demand, but also because higher-priced services such as colour are being snapped up. “It gives us real confidence that the markets are going come back,” enthuses Madeleine Reynel, supply director at Treatwell.

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And there’s more good news for when doors do open again. In a survey of consumers by Treatwell,* visiting a hair and beauty salon is a priority for most – it’s one of the top three activities people plan to do once lockdown is lifted. The majority plan to return to salons within two weeks of reopening, although consumers will also consider visiting a new salon. And understandably, hygiene and safety will be incredibly important. The worry for many hairdressers is that clients will have turned to box dyes at home, but a survey from L’Oréal Professional Products Division showed that while box dye had gained momentum on social media, the sentiment around it was largely negative. So, we know the demand for a salon appointment is there – the challenge now is how we make that happen in a safe way…

CREATIVE HEAD

29/04/2020 12:58

Youtube/AlfieDeyesVlogs @rochellehumes

The Sun

The Sun Jezebel

HOW CONSUMERS FEEL ABOUT THEIR HAIR IN LOCKDOWN** 53% are bothered a litTle/greatly that they can’t get their hair done

73% of those who usualLy have salon colour are bothered a litTle/greatly that they can’t get their hair done 65% of clients with short hair are bothered a litTle/greatly that they can’t get their hair done *Treatwell conducted an online poll of 200 women aged 18-55 in London, with field work taking place between 3 to 6 April 2020. **Study investigating salon and hairdressing services in the past 12 months among a nationally representative sample of 1017 UK women aged 16-74. Conducted by 2CV Research between 26 March and 2 April 2020, courtesy of L’Oréal Professional Products Division, including brands L’Oréal Professionnel, Redken, Kérastase and Matrix

IT BOTHERS ME A LITTLE/A LOT THAT I CAN’T… Night out at the theatre/fancy restaurant

55%

BREAKDOWN BY AGE OF THOSE BOTHERED THEY CAN’T GET THEIR HAIR DONE

16-24

52%

GetTing my hair done (at a salon, by a hairdresSer)

53%

25-34

WeEkend away

53%

35-44

Gym clasSes

35%

said they were not cutTing their hair for the time being of salon colour

18%

Having salon beauty treatments (eg manicure, facial) 28%

clients wilL atTempt home colour

Having a body masSage 22%

52%

45-54

57%

Personal shopPing experience 29%

48%

50%

55-64

47%

65-74 060

62% 20

FIVE STEPS TO A SUCCESSFUL REOPENING

NOTEPADS AT THE READY – HERE’S PHOREST SALON SOFTWARE’S CHECKLIST ü Update your website: since the lockdown, your services and/or staffing may have changed. Include new opening times should you be looking to accommodate more bookings. ü Turn on online bookings: when you’re ready, turn on your online booking feature to ensure that your clients can get themselves in your chair at the first possible chance. ü Prepare your communication plan: draft your SMS and email marketing, ready to go. Phorest Salon Software offers a range of templates, ready for you to use in just a few clicks. ü Tell your clients the salon is back open: SMS, email and social media – shout it out! ü Select the services you want to offer: in the first few weeks, you may want to consider offering limited services such as focusing on touch-ups only. Make sure this is clearly communicated to your clients, allowing them to book accordingly.

CREATIVE HEAD

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28/04/2020 14:49

GO THE “IT’S GOING TO FORCE US TO BE DIFFERENT”

Luke talking to Creative HEAD’s Alison Rowley on Instagram Live

Luke Hersheson Hershesons, London We set up a staff group on WhatsApp for Covid-19 updates and to discuss what was going to happen in terms of costs and wages. We made Zoom meetings a regular thing. I’ve been so impressed by our team, seeing everyone come together. Anyone who was thinking this was just going to be two weeks and then back up and running wasn’t thinking straight. And I don’t think it’s going to be the same again after this. It’s going to force us to be different. I think we might be able to open and then may have to shut again – it’s like nothing any of us have ever experienced before. The team has been running Zoom consultations with clients – each one £10 for 20 minutes, with the money going to the NHS. This has been great, and will potentially generate new clients, and it’s been really nice being in contact with people. We’ve planned for a three-to-four-month closure, that’s our model, and I think it will take 18 months to return to full capacity in the salon, due to social distancing. “WE WANTED SOMETHING TANGIBLE TO WORK WITH”

Chloe Wilson and Heather Baker Masters of Craft, Leeds We thought it would be great to provide material for our staff to keep motivated over the lockdown as it’s easy to lose focus during times with less structure. To have something tangible to work with, we introduced MoC Home Lab Education Boxes. We created eight boxes using our upcycled furniture drawers, one for each team member. We popped in a notepad and laid out a project specific to the theme and contents of the box. They included items such as disposable gloves, tubes of colour, hair wefts, developers, foil, an apron, clips, bowls and brushes, a plant or two to nurture while the salon is closed and lots more. The boxes were delivered to each team member’s doorstep so no contact with anyone along the way, just one person in a car! They each had one week to research their subject, play around with products and create samples in their home lab, and fill the notebook with their findings. We rotated every week and we shared on weekly Zoom meetings.

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CREATIVE HEAD

29/04/2020 13:00

DISTANCE “IT’S A ROLLERCOASTER OF EMOTIONS”

WITH SALONS SHUTTERED AND A WORKFORCE ON LOCKDOWN, CREATIVE HEAD’S YOU’RE NOT ALONE CAMPAIGN REACHED OUT DIGITALLY (NO NEED TO BE WORRIED ABOUT THAT TWO METRE RULE) TO DISCOVER HOW HAIRDRESSERS WERE COPING AT HOME – AWAY FROM THEIR COLLEAGUES AND CLIENTS

Pauline Howe Strands Hairdressing, Fareham It’s a rollercoaster of emotions, from thinking ‘Am I going to lose the business or my house?’ to worrying about everyone’s health. I’m not usually one to get hysterical but first I panicked and cancelled every Direct Debit I had as I wanted to make sure all of the available money was there to pay staff wages. Then the government announced the help packages so I had to sort the Direct Debits all out again! I’m paying the team while in lockdown, but I am taking advantage of the Coronavirus Job Retention Scheme and deferring tax payments. There was a lot of cleaning and crying initially, but by week three I looked at every penny we spend and where we can make changes to save money, where we could restructure the salon and be more ruthless with our stock. I’ve written cards to our older and more vulnerable clients to let them know that we’re here. I’ve had some lovely calls, some in tears as they were so pleased – we’re sometimes the only people our older ladies and gents get to see. “THE FLOODS WERE WORSE: THEY WERE SO DESTRUCTIVE”

Brooke Evans BE Ironbridge, Ironbridge I was very much in limbo. It took the first two weeks to adjust, and I actually had some down time. The past two years have been so full-on as I’ve been working full time, renovating a salon, buying a new house and dealing with the aftermath of the floods when the River Severn burst its banks earlier in the year, so I hadn’t had chance for ‘me’. I’ve been drawing, keeping fit, engaging with staff, and making plans for shoots and tutorials. The floods were worse because they were so destructive. My parents and I were forced to sleep in the salon for nearly two weeks so you couldn’t get away from it. When you’ve devoted your life to something that you could have lost in seconds, it’s really scary. I continued to pay my staff in full, as they worked equally as hard. And now I’ve furloughed them for Covid-19. I will work every hour to get my clients back in, and with the time we have had off, I’m ready to put all my time into my business.

CREATIVE HEAD

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28/04/2020 14:51

Invest in WELLA PROFESSIONALS IS ON HAND TO PROVIDE ALL MANNER OF SUPPORT AND EDUCATION TO HELP YOU BE MORE PREPARED FOR THE FUTURE

for your Glaze/Tone and how to create two bespoke blonde results, as well as learning about four new Illumina shades. Alternatively, watch Robert Eaton deliver his Blonde Toning Masterclass using Color Touch. You’ll get an insight into how Wella’s technical director prepares hair for toning, mixes formulations and how to feather the colour for added dimension. There’s a whole library of Wella-created HairTribe tutorials that you might not have seen, where guest artists including Jayson Gray, Akin Konizi, Darren Ambrose, Michael Gray and Darren Lacken offer step-by-step tutorials that are guaranteed to inspire. Wella’s eEducation platform uses the latest technology to educate The Best of British with EEducation professional hairdressers in an entirely innovative way. eEducation provides a new flexible and fun approach THE WELLA PROFESSIONALS eEducation platform to hairdressing education that can be tailored to hosts a plethora of exciting education seminars and My suit different learning styles and skill levels. vital skills to have you feeling ready and excited Fu nd It can be accessed via tablet, phone or PC, for lockdown restrictions to be lifted. Best of Education ne who r anyo and eEducation is open to all hairdressers. all, plenty of content is complimentary, so you Good news fo ! Education Fund It offers an array of online seminars, can boost your skills at home, completely free is saving their s ha is due to expire tutorials and step-by-steps, all at the swipe of charge. r Any credit that ei th te extended so of a finger. The bite-sized sections mean Zoë Irwin, Wella Professionals UK now had the da pire until that you can stop and start learning as you colour trend expert, talks all things glazing funds won’t ex 20. 31 December 20 please, making the programme truly flexible. and toning in her Glazing Masterclass using Explore and inspire yourself at Illumina Color. This online seminar will show education.wella.com you how to lift hair to the right underlying pigment

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yourself Switched on

“THIS IS SUCH AN INCREDIBLY CHALLENGING TIME FOR ALL OF US, AND I AM SURE I AM NOT THE ONLY ONE WHO IS TRYING TO COMPREHEND THE PAST FEW WEEKS. WELLA PROFESSIONALS HAS BEEN INCREDIBLE AT COMMUNICATING KEY MESSAGES AND DOING EVERYTHING IT CAN TO BOOST SKILLS AND KNOWLEDGE DURING THIS TIME. CHECK OUT THE ONLINE RESOURCES IT IS OFFERING AND GET INVOLVED WITH eEDUCATION AND ITS SOCIAL MEDIA INITIATIVES AT @WELLAHAIRUK” Robert Eaton, Wella Professionals technical director UK & Ireland

The Wella UK Instagram page @wellahairuk is hosting additional activity created to inspire stylists during lockdown and beyond. Check out the Digital Events pin on @wellahairuk for the weekly and daily schedules of Q&As, howtos, masterclasses and expert advice all delivered by Wella’s leading educators and Guest Artists. Wella Professionals Global is also hosting a range of Facebook Live seminars with some of its leading global artists. This is an invaluable opportunity to get an exclusive insight into some of the finest hairdressers on the planet. Simply follow the Facebook page Wella Professionals and watch out for the exciting content they’ve got planned. If you haven’t yet discovered IGTV there’s some great content waiting for you, alongside an archive of material that's guaranteed to inspire. Go to Instagram @wellahairuk and Facebook @wellauk to get involved

Words of wisdom “OUR INDUSTRY IS FILLED WITH INCREDIBLY PASSIONATE, SKILLED AND HARD-WORKING INDIVIDUALS, AND I KNOW THE WORLD NEEDS BRILLIANT HAIRDRESSERS AND WANTS US BACK IN OUR SALONS TRANSFORMING HAIR AS SOON AS WE PHYSICALLY CAN. IN THESE TESTING TIMES, WELLA STANDS FIRMLY BY THE SIDE OF OUR INDUSTRY AND ALL OUR PROFESSIONAL PARTNERS AND CUSTOMERS. TOGETHER, WE WILL COME OUT STRONGER” Nick van Holstein, Coty Professional Beauty general manager

Get inspired at education.wella.com and get involved on instagram @wellahairuk and on facebook @wellauk CREATIVE HEAD

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NEW NORMAL WHEN SALON DOORS OPEN ONCE MORE, BOTH STAFF AND CLIENTS WILL NEED TO GET USED TO A DIFFERENT WAY OF WORKING AND VISITING FOR APPOINTMENTS. WE CONSIDER HOW THAT MIGHT LOOK, AS SALON OWNERS SHARE THE PLANS THEY’RE PUTTING IN PLACE

ONE BRAND IN an incredible position to understand what salons are facing post-lockdown is Treatwell, thanks to its 65,000 salon partners across Europe. Madeleine Raynel, supply director at the company, admits the assumption was that everyone would be raring to go as soon as that green light to reopen is given. However, she’s noticed a mood of concern. She says: “Early indications from survey results illustrate that by far the biggest concern was hygiene and safety.” It’s clear all salons will need to change the way they interact with clients, and staff need to be completely on board, too. L’Oréal Professional Products Division (LPPD) has worked in conjunction with hygiene specialists in Europe to create specific hygiene recommendations for salons (highlights of which are listed below). “We want to do everything we can to support all salons and hairdressers,” says Béatrice Dautzenberg, LPPD managing director. “We are creating a new version of our Salon Support Guide, which will focus on reopening, spanning topics such as hygiene, client communication and service menu ideas.” LPPD will be sharing further guidelines to support salons in reopening but advises to always check government guidelines.

UPDATE HOW YOUR SALON IS ORGANISED • Ensure you respect social distancing. • Stagger appointments to reduce the number of people in the salon at any one time. Adapt opening times, for example longer hours and specified times for vulnerable clients. • Organise your staff into teams to allow rotation – then if a stylist needs to self-isolate, that whole team will self-isolate but the business can stay operational with another team in place. • Have greater gaps between stations/clients. • Think about how clients will wait for their appointment – a waiting zone outside? A queuing system with marked out zones? • Don’t offer tea/coffee or food, offer disposable bottled drinks.

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• Remove easily touchable items such as magazines and testers and ask clients not to touch products on shelves. • Revise your service menu – salons in post-lockdown countries are offering express services such as dry cuts and root touch-ups. • Try to go cash-free including digital receipts and disinfect touch pad buttons after every use. • Inform clients about the new measures on your website, in online consultations or a conversation prior to the appointment.

GET EVERYONE ON TOP OF PERSONAL HYGIENE • Keep washing and disinfecting your hands throughout the day, and avoid wearing jewellery and fancy nails. • Offer disinfection points for clients: at the door, the station etc. • If you wear a mask, ones with ear loops are preferable. • Gloves must be changed frequently and you’ll need to wash your hands every time you remove them. • Wear dedicated work clothes, washed daily and kept in a clean, closed place, and used only for work (including shoes). • Disposable fabrics where possible (gowns, technical collars, towels), one new for each client. If you don’t use disposable items, you’ll need to treat them as single use for each client.

RAMP UP HYGIENE IN THE SALON • Stick to one station/backwash per staff member/client, and disinfect the area after each client. • Clean all salon surfaces at least twice a day – can you dedicate one team member to cleaning? • Don’t share kit or products with other team members, and clean items after each use. It’s better not to use a tool belt. • Hair dryers/stylers should also be disinfected after each use. • Aim to clean ‘high touch’ surfaces three to five times a day, as well as cleaning all contact surfaces after each client, and think about how you’re going to manage salon waste.

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“I WANT TO DO MY BEST TO PROTECT MY TEAM”

Becky Candy Becky Candy Salon, Clowne I’ve planned to remove some stations, remove our waiting area and reduce the number of clients in the building at any one time. I see us opening for longer with fewer team members in but doing split shifts so that we’re reducing the number of staff and clients. I also feel we will be booking one client at a time, for example with a colour we would have just that one client in the chair. Our salon is quite small and we wouldn’t have the space to distance people enough while processing and I want to do my best to protect my team. We’ll ask clients to wait in their cars for a call from us to let them know we’re ready for them and we’ll also limit the amount of time they are in the salon. We’re looking at video consultations prior to their appointment so that we’re fully prepared for the visit. Some people will be bashing our doors down but others will be apprehensive, so this is the perfect time for us to reassure them. We will be offering an online checkout, issuing the bill while they’re in the salon to pay via their phones, online banking or our online checkout. The bill will include any products we have recommended; all they will need to do is decide if they want them before making payment. We will be in a state of uncertainty for a very long time. I am pregnant, due in mid-June, and have two team members on maternity leave and my manager is on the vulnerable list. This all means that there’s quite a lot of worry for when the lockdown is lifted. “SOME CLIENTS WILL BE NERVOUS ABOUT VISITING”

The Russell Eaton team in lockdown

Robert Eaton Russell Eaton, Yorkshire

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“We’re looking at working shifts to efficiently manage the team over new trading hours, while minimising the number of clients they’re in contact with. For example, operating seven days a week combined with longer opening hours, with three or four teams working in shifts. We’re also looking at temporarily reducing the services we offer. Some treatments such as facials and massages may no longer be viable due to social distancing. Some clients will be nervous about visiting, so we’re implementing additional measures including making masks and gloves available for each team member. Clients will also have minimal contact with other team members, as their stylist will take care of every stage of the appointment. Work stations have already been spaced out, and clear screens (like those in supermarkets) have been installed at reception and on the nail bars. We’ve also invested in more sanitising products and disposable gowns and towels, and created signs informing clients of the safety and hygiene measures. Costs will increase due to everything we’ve implemented. We had a price increase in January and extended our appointment time, so clients will get value for money. I would encourage stylists and salons not to be nervous about charging and to avoid discounts. No matter how well prepared we are, it will take commitment, energy and drive from everyone to get the business back on track.

28/04/2020 15:41

Gift vouchers from Hazel & Haydn

UP FRONT GENERATING INCOME WHILE SHUT AND DECIDING WHO GETS THOSE FIRST APPOINTMENTS WHEN OPEN ARE PERHAPS TWO OF THE BIGGEST CURRENT CONCERNS FOR YOUR BUSINESS. LET’S EXPLORE THE OPTIONS…

THERE IS A silver lining; the lockdown has proved just how much clients appreciate their salons. This means that plenty of them are going to be clamouring to get an appointment when you reopen, with many spending now to ensure they get seen, and to support their local hairdresser. Some salon software systems already have features in place, such as Phorest Salon Software’s new online gift voucher service, which shifted an incredible £1m in the first two weeks of launch, illustrating how keen clients were to support their salons. “The online voucher has been a brilliant addition to our offering,” admits Melanie McBreen, owner of Changes in Milton Keynes. “We sold more than 40 vouchers in a few days, adding £3,000 to our cash flow. We’re bowled over by how supportive and generous our clients are.” Henkel, the company behind Schwarzkopf Professional, has launched a voucher site, Helpyoursalon.co.uk, with no brand affiliation that’s open to any salon or freelance hairdresser with no costs attached. Just check with your solicitor, accountant or tax adviser, and business insurer, as they can provide advice to ensure any income from vouchers doesn’t compromise any state aid or business liability insurance policies. However, Richard Phillipart, owner of The Boutique Atelier,

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warns that selling vouchers could cause cash flow issues further down the line. “It might be a bit of a false economy,” he explains. “When you reopen, many will have already paid. You might have a whole month of people using vouchers, but you still have to pay wages and government help will stop,” he says. “Are the extra takings now worth the struggle in the future?” When salons raise their shutters again, it will be a difficult task to decide who gets an early appointment. Some have also found the vouchers a useful way to prioritise appointments once salons and freelancers can reopen, with customers who purchased a voucher being offered the chance to be first in the chair. However, Anne Veck’s Keith Mellen is cautious: “We thought about prioritising certain categories of clients before dismissing this as a bad idea. It would be very unpopular as well as unfair, difficult for the receptionist to manage and rather complicated for online booking.” Ken Picton, owner of Ken Picton Salon in Cardiff, has been re-opening online bookings little by little, starting with clients who were booked in for the first two weeks the salon was closed. He later opened it up to most regular clients – by controlling who could make bookings, neither Ken nor his software became overwhelmed.

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“MANY CLIENTS WANTED TO SUPPORT US”

Nathan Jermy The Cutting Room, Huntingdon We closed on 20 March, and lots of clients said we had made the right decision and wanted to support us by buying gift vouchers and products. I had an email from Phorest about launching online vouchers, so it made sense that I used this scheme. I love the fact as a client you are making a pledge, supporting a local, independent business, using a format you’re already familiar with. I launched the scheme with an email campaign the day Phorest started it. We’ve £6,000 pledged so far; 112 people averaging just over £50 each. We’ve no end of people pledging £100! In these uncertain financial times, I didn’t think we would get that response. I wanted to thank these wonderful people, so I started a pledge club. The first perk is access to our diary when we reopen, a lifetime discount on retail (the majority of pledgers have been clients with us for 10 to 15 years), and future exclusive offers. I also launched an online shop; I knew it wouldn’t make a fortune but it helped clients look after their hair and has shifted stock that would otherwise just sit there, allowing me to pay off some suppliers. Some might be concerned this creates a cash-gap issue for the future, but I have £6,000-worth of business in the pipeline, sat there ready for when we reopen. It gives us some security, and if I do need it to pay bills to keep the business afloat, surely it’s worth using that money knowing that you still have a business to open after all of this? “IT’S A WAY OF MANAGING THE RUSH FOR APPOINTMENTS”

“IT REALLY IS HARD TO KNOW WHAT IS BEST TO DO”

Louise Howard-Long Architect, Leeds

Karen Thomson

From when we shut down we got a steady chain of people wanting to pre-pay. Initially, I was quite reluctant to offer a pre-paid facility, as we have the cash in the bank. But the requests kept coming in and after talking it through with the team we realised that this could be a way of managing the rush for appointments when we return. Once we know when we can return to work, we’ll first call all the clients who have prepaid, then I will call each stylist’s list of clients. Then we’ll call people who had appointments booked, and finally I plan to re-open online booking. We’re just trying to manage it the best we can.

Gift vouchers are great to purchase as treats for friends and family, but also for clients themselves. Our gift vouchers are promoted heavily on all of our social media platforms and included in the ‘Isolation Hub’ section of our website. The hub allows us to communicate with our clients regularly, providing them with tips and advice. A lot of our clients already have bookings for throughout the year, so when we reopen we will honour these. We’ll then offer clients with cancelled bookings new appointments. I have also thought about selling a limited number of priority vouchers – it really is hard to know what is best to do!

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KAM Hair and Body Spa, Lossiemouth

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FUTURE FORWARD TIME TO ROLL UP YOUR SLEEVES AND GET BUSY WITH THESE PRACTICAL GUIDES TO HELP BUILD UP YOUR BUSINESS AFTER THE LOCKDOWN HOW TO… BE PREPARED FOR IT TO ALL HAPPEN AGAIN

TIMELY’S SARAH FLUTEY WARNS US TO BE READY FOR POTENTIAL FUTURE SHUTDOWNS

HOW TO… BOOST THE BILL WITH NEW SERVICES

KATIE WRIGHTON OF TAKARA BELMONT SUGGESTS NEW STREAMS OF REVENUE When you start to reopen, some social distancing restrictions are likely to remain in place. This could be a great time to bring in new ideas that are designed to be more exclusive and private. And sometimes introducing new service opportunities and equipment can be quick, cost-effective and profitable. A perfect example is Spa Mist II, it not only creates a spa-style experience, it also enables hand-conditioning treatments to be added with minimal training. Equally, barbers, unisex and men’s grooming salons can add new services to boost the bill and make up some of the cash that was lost during lockdown. Adding traditional wet shave services requires a modest investment in equipment but it elevates the service experience to new levels and enables you to charge a premium price.

HOW TO… GET RESOURCEFUL gettimely.com/consultation-app Create free, customisable forms with Timely’s Consult app to help with reopening, even if you’re not a Timely customer. Build health questionnaires and consultation forms to reduce time spent in the salon and simply email them to clients. uk.lorealaccess.com/learn L’Oréal UKI has frozen payments from vulnerable small customers until re-opening and shortened payment times for small suppliers. You can also access support guides online, including back-to-work help and hygiene guidelines. weareonetigi.com This site shares inspiring social media activity, compiles government advice and updates, and offers a free, comprehensive social media package. @wellahairuk and facebook.com/wellaprofessionals How-to videos, Q&As and masterclasses are on Instagram, while Wella Professionals Global hosts a range of Facebook Live seminars. There’s also a freelancer support guide. kaosalondivision.com This site includes financial support offerings for salons, online education, and a virtual home for the Goldwell Creative Awards. phorest.com This hosts webinars and podcasts full of insightful information. Behind Closed Doors – facebook.com/groups/hairandbeautyindustry Treatwell’s new Facebook community is a place to share concerns and ask questions, and is open to everyone. nhbf.co.uk/coronavirus There’s a 24/7 hotline for NHBF members’ questions, a databank of information in FAQs and sample content that can be tailored to your business. joico.eu/covid-19-support Online education, business advice and personalised assets are available from JOICO for all salons to download.

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It could take months, if not years, for this pandemic to be fully under control. Lockdowns could become a frequent occurrence for some cities and countries, so it’s important to be prepared. Keep the revenue coming in: It’s helpful to look at ways you can keep any money flowing in that will help you get back on your feet faster when you reopen. Your clients are the key to keeping your cash flow coming in during these times, so make sure you’re set up to sell products online. Where possible, take stock home and be ready to sell online through your website or systems like Shopify. Sell gift vouchers online that clients can use for future appointments, or suggest they send them to someone who needs a pick-me-up. Can you provide any services via a video call? Online consultations could be a great way to continue to generate revenue even when the salon is shut. HEAR OM MORE FR TS AT R E P X E THE R, LONDON SEPTEMBEND SUNDAY 27 LO ON RK PLAZA PA K HOTEL RIVERBAN

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CR EATIV E HE AD AD VE RT OR IAL *Subject to T&Cs. See website for details. Leasing is available through distributors and not directly with Takara Belmont

Re-lease your potential TRANSFORM YOUR SALON INTERIOR, EXPAND SERVICE OPPORTUNITIES AND BOOST YOUR BUSINESS INCOME WITH FURNITURE LEASING OPTIONS FROM TAKARA BELMONT

YOU’VE SPENT THE lockdown laser-focused on your business, what you want to do to ensure that its future is as bright as it can possibly be. Achieve your creative and business potential with Takara Belmont’s free salon design service* and world-renowned furniture and equipment. Furniture leasing is available across its wide range of products, which means that you can easily change up the vibe of your salon, upgrade your existing equipment and add high-value services that generate new revenue streams at an affordable, regular fee rather than a huge initial outlay. Katie Wrighton, Takara Belmont’s national sales manager, knows how simple changes can have a huge impact. “We work with businesses looking to bring their salon dream to life – expanding or upscaling existing salons, or those who are simply reequipping. What many salons don’t realise is how leasing can help. It’s the perfect way to obtain high-end equipment while managing cashflow and capital expenditure, and it’s tax efficient, too.” Too often, compromises are made based on perceived affordability, despite inferior equipment often costing more in the long-term. The cost of repairs or replacement equipment not only means salons typically spend more over time, but also their

business can suffer from lost revenue due to service disruption, downtime and equipment failure. “We provide lease options across our entire range through our distributors,” says Katie. “This ensures that salons maximise their service potential and deliver what their clients want, while our commercial approach ensures they maximise income potential as well.” Both you and your salon will benefit from partnering with a world-class equipment designer and manufacturer of premium furniture, equipment and hair technology. Elevate your customer experience in a manageable, low interest and tax-efficient way with fixed monthly payments. “Every business needs to manage cashflow and make investments in things other than equipment,” says Katie. “Of course, many salons buy outright or take out loans, but this can divert money away from areas like training and recruitment. Leasing can make a real difference and free up resources for other priorities.” Plan for a profitable post-lockdown life, with a premium salon experience and interior tailored perfectly for your clients and your business that are on your terms, manageable and affordable. You’re in charge – what do you want your future salon to deliver?

For your nearest distributor contact Takara Belmont on 020 7515 0333 visit takarahairdressing.co.uk/leasiNG or email hairdressing@takara.co.uk 37

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27/04/2020 13:04

Behind closed doors

HOW THE HAIRDRESSING INDUSTRY CAN COME TOGETHER IN A TIME OF CRISIS The Covid-19 coronavirus global pandemic has triggered a period of uncertainty for our hair and beauty industry. Now more than ever, there’s a need for our community to come together as professionals to support each other operationally and emotionally. Treatwell is here to support the UK hair industry, salon owners and businesses in this unsettling time. As things rapidly shift it can be helpful to share some of the stories, actions and challenges that Treatwell’s partners – and the wider hairdressing community – have been facing. These measures won’t last indefinitely and Treatwell is here to support its partners through the bad times, ready to come back with a bang when the worst has passed.

THE TREATWELL COMMUNITY There was a huge appetite among Treatwell partners for a shared space in which to communicate and provide support. Treatwell has taken the initiative and started an online community on Facebook called Behind Closed Doors, a space where fellow hair and beauty pros can actively share updates, questions and concerns. Treatwell experts are also in the group, on hand to provide support and advice from its finance, HR, legal and marketing teams. The aim is to ease the strain – both personal and professional – during this unusual time. Whether you’re a salon owner or a part-time employee, this is an open platform to chat, share tips, advice and support in a place where everyone is in the same boat. Find Behind Closed Doors at facebook.com/groups/hairandbeautyindustry

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MADELEINE RAYNEL, SUPPLY DIRECTOR AT TREATWELL “The global pandemic is like nothing we’ve seen in our lifetime and will have a crippling impact on our industry. One positive we can take though is the way the hair and beauty community has united to support each other. “We launched a Facebook community group, Behind Closed Doors, days before the government made the decision to close all hair and beauty salons. In just over 24 hours, we had 2,000 new members keen to seek advice, to share experiences, and to spread some much-needed positivity. “Amid the monumental changes and uncertainty, the entire Treatwell team is working together to do everything possible to support our partner salons. We set up a dedicated phone line for salons wanting to speak to an account manager for help deciphering the government announcements, and a team that worked all weekend to make sure we were available when our partners needed us. “We had people working through the night to ensure we had solutions in place not just to communicate the changes, but to automate the process of handling upcoming appointments too, so we could ease the operational burden on our partners. We stayed online day and night to respond to questions and worries in the Facebook group, doing our very best to provide clarity and support in such an uncertain situation. “I am so proud to work for a company that truly cares about this industry, and the businesses and people within it.” Find out more about becoming a Treatwell partner at treatwell.co.uk/partner CREATIVE HEAD

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Rebuilding the industry â&#x20AC;&#x201C; together TREATWELL IS HERE TO GIVE YOU THE SUPPORT, ADVICE AND DIGITAL TOOLS YOU NEED RIGHT NOW, AND WILL BE THERE TO HELP RESTART YOUR BUSINESS WHEN THOSE CLIENTS COME RUSHING BACK

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Treatwell is doing all it can to suppor t its salon partners and the wider industry, which is why sign-up and monthly fees for May have been waived. Don’t miss out on this opportunity to see how Treatwell can suppor t you and your business.

To all the hair and beauty pros, salon owners and stylists – things are challenging in so many ways but we are in this together. Treatwell is ready to support you and your business on multiple levels, from booking to marketing tools, to get you in the best shape possible when you’re allowed to reopen.

OPEN DOORS For those reopening their doors, Treatwell’s number one priority is to fill your columns as soon as possible. Every day, hundreds of thousands of customers search for hair and beauty appointments on Treatwell and now more than ever those customers are seeking professional and expert services, particularly when it comes to haircare. In fact, more than two-thirds of Treatwell customers plan to book appointments within the first two weeks after the end of lockdown – and Treatwell can connect these beauty-conscious consumers straight to you.

A HELPING HAND Treatwell wants to help give you the support you deserve. Its experienced team is on hand to offer support and advice whenever you need it. Whether it’s through your dedicated account manager or via the large online Treatwell community, you’re continually provided with relevant and informed guidance. The team offers clarity on everything from government support to sharing recommended hygiene guidelines, doing all it can to help you navigate the new normal. No matter what your current business situation, Treatwell’s new online community, Behind Closed Doors, is free and open to all hair and beauty professionals. Join it at facebook.com/groups/hairandbeautyindustry

SET FOR SUCCESS Treatwell can set you up for success remotely with the digital tools needed to reach out to all of your potential customers. Its all-in-one salon software, Treatwell Connect, gives you everything you need to get organised and manage your business with ease. From day-to-day calendar management to clear, concise financial reporting, these digital tools will help make business admin seamless, so you have one less thing to worry about. Treatwell Connect’s suite of built-in marketing tools also means you can easily let clients know that you’re open and bookable via email and the Treatwell client app.

Discover how Treatwell can help your business in good times and bad. Book in your free consultation at treatwell.co.uk/partner

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That thing you do! Welcome to AvedaArtist, a competition to celebrate the talent across the Aveda Salon Network. And the prize is pretty incredible – stylists up and down the UK submit creative images on social media for the chance to win a shoot mentored by members of the Aveda Artistic Team and published in Creative HEAD. This time around there’s a retro vibe with a ’60s theme, as this trio of Maren Moholt, Judith Rennie and Chloe Rose get teasing with Aveda’s own Bea Carmichael. Beehives and backcombing are de rigeur PHOTOGRAPHY BY JAMES MASON 42

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CR EATIV E HE AD AD VE RT OR IAL GO ONLINE to see all competition entries â&#x20AC;&#x201C; search #avedaartist on Instagram, or visit @AvedaUK

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“It’s about keeping it current and modern – giving it an up-to-date feel while taking inspiration from those eras. Ahead of the shoot, icons like Amy Winehouse were an obvious source of inspiration. Also, Bridget Bardot and Duffy – they were both perfect inspirations. This competition is a good way of getting out of the salon and being creative in a different way. It’s great to be inspired by different people and keep on top of different trends. It’s a good experience, and everyone here is so talented. It’s a really good opportunity.”

MAREN MOHOLT @hairbymarenm The Wonderlab

“Today has been all about the ’50s, ’60s, screen sirens, glamour… but a bit undone as well. We blow-dried first using Aveda Texture Tonic to put loads of volume in. Then we tonged it through, set it and sprayed with Air Force and combed it out. Then we dressed and pinned it, before setting with a hair dryer, net and hairspray. I’ve never entered a competition like this before. It’s a different way of working, seeing different tools that can be used for different ideas and it’s been so educational.”

JUDITH RENNIE @willittandjames Willitt and James

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CREATIVE DIRECTION: Bea Carmichael @beacarmichael13. HAIR: Maren Moholt @hairbymarenm, Judith Rennie from @willittandjames and Chloe Rose @crhair_makeup. MAKE-UP: Lucy Broggio @lucy.broggio_mua. PHOTOGRAPHY: James Mason jamesmasonphotography.com

“We practised backcombing, curling, pin curling... My mentor was encouraging me to get involved with the competition, so I did! It’s definitely inspired me to do more shoots in the future, with editorial work and at fashion week.”

CHLOE ROSE @crhair_makeup Conrad Blandford 45

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LAST CHANCE TO ENTER

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CLOSING 10 JUNE 2020

CREATIVEHEADMAG.COM/MOSTWANTED

2020 CATEGORIES > event #MWIT20 @CREATIVEHEADMAG

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2020

CLOSING 10 JUNE SALON | SESSION | STARS

MOST WANTED 2020: OPEN TO ALL HAIR PROFESSIONALS, SALONS AND FREELANCERS IN THE UK AND IRELAND

2020 DATES AND DEADLINES event #MWIT20 @CREATIVEHEADMAG

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ENTRY FORMS CREATIVEHEADMAG.COM/MOSTWANTED COMPETITION CLOSES 5PM, WEDNESDAY 10 JUNE FINALISTS ANNOUNCED WEDNESDAY 8 JULY GRAND FINAL SUNDAY 6 SEPTEMBER QUESTIONS? EVENTS@ALFOL.CO.UK OR CALL 01434 610940

27/04/2020 13:16

14 AWARDS – LAST CHANCE TO CLAIM ONE! SINCE 2000, CREATIVE HEAD’S MOST WANTED HAS CATAPULTED THE HAIRDRESSING INDUSTRY’S BRIGHTEST AND MOST BRILLIANT STARS INTO THE SPOTLIGHT, HONOURING EVERYONE FROM CREATIVE COLOURISTS AND RUNWAY REBELS TO LOCAL SALON HEROES, TIRELESS EDUCATORS, PIONEERS AND TRENDSETTERS. WHICH TROPHY WILL HAVE YOUR NAME ON IT IN THIS, OUR MOST GLITTERY AND GLAMOROUS 20TH BIRTHDAY YEAR?

INDIVIDUAL AWARDS MEN’S HAIR SPECIALIST

FOR A SALON OR SESSION HAIRDRESSER DEMONSTRATING STANDOUT WORK IN MEN’S HAIR Category sponsor

INDEPENDENT STYLIST

FOR A STYLIST LOOKING AFTER CLIENTS WHILE BUSINESS BUILDING ‘BRAND ME’

SALON AWARDS BEST SALON TEAM

FOR SALON TEAMWORK AT ITS BEST Category sponsor

BEST NEW BOUTIQUE SALON

FOR A NEW SMALL SALON WITH A UNIQUE SENSE OF STYLE Category sponsor

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BUSINESS THINKER

FOR A SALON OWNER OR DIRECTOR WHO HAS BUILT AN OUTSTANDING SALON BUSINESS

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FOR A NEW OR REVAMPED SALON WITH SUSTAINABILITY AT ITS CORE Category sponsor

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CREATIVE TALENT

FOR A CREATIVE DIRECTOR OR SENIOR STYLIST WITH EXCEPTIONAL ARTISTIC SKILL AND COMMERCIAL EXPERTISE

BEST SALON EXPERIENCE

FOR A SALON THAT DELIVERS TOP CUSTOMER SERVICE Category sponsor

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COLOUR EXPERT

FOR A COLOUR DIRECTOR OR SENIOR COLOURIST WITH EXCEPTIONAL TECHNICAL SKILL AND COMMERCIAL EXPERTISE

BEST LOCAL SALON

FOR A SALON THAT BEST SERVES ITS LOCAL COMMUNITY Category sponsor

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HAIR TREND

FOR THE BEST ON-TREND IMAGE OF THE YEAR Category sponsor

AWARD FOR INNOVATION

REWARDING AN ORIGINAL HAIRDRESSING INITIATIVE THAT HAS PROVED A SUCCESS FOR THE SALON BUSINESS OR THE INDUSTRY AT LARGE Category sponsor

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AWARDS BY NOMINATION SESSION STYLIST

FOR THE MOST EXCITING HAIRDRESSER WORKING IN FASHION Category sponsor

HAIR ICON

FOR THE MOST INSPIRATIONAL HAIRDRESSER OF 2020 Category sponsor

27/04/2020 13:16

In print•online•everywhere!

CREATIVE HEAD

FOR BUSINESS

Have fun

Make lots of

Money

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Be number one TH I

EE T

the

AS T

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1979

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CREATIVEHEADMAG.COM

.com/club g a m d a e h e v ti a cre

NEW RULES:

MAY/JUNE 2020

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SPRING/2019

£4.50 MAY/JUNE 2020

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• ONE YEAR OF CREATIVE HEAD MAGAZINE DELIVERED TO YOUR DOOR • DISCOUNTED TICKETS TO SELECTED CREATIVE HEAD EVENTS • EXCLUSIVE COMPETITIONS AND PRIZES • FREE PRODUCT SAMPLES

The ﬁrst 20 readers to sign up in May will receive Electric H2-1 Hydrate Shampoo, Hydrate Conditioner and Brush, worth £56.50.* One lucky Creative HEAD Club member will win an Electric taster box and a WT-1 Harrier hairdryer, worth £159!**

*For the ﬁrst 20 new members to sign up between 1 May and 31 May 2020. Subject to availability, no cash equivalent will be offered. **All prizes will be sent post-lockdown.

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ALREADY A CLUB MEMBER? SEARCH THIS ISSUE FOR A PLATINUM TICKET. FIND ONE AND YOU’LL HAVE SCOOPED ONE OF THESE TWO INCREDIBLE PRIZES**

The full styling line-up of TECNI.ART from L’Oréal Professionnel, worth more than £450! That’s some sweet kit!

A place on the Jo McKay presents: Perfect Blonde Atelier course and a hamper of Aveda Nutriplenish goodies, worth £375!

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29/04/2020 13:06

! y ll u f it e Liv

There is no desire for change ...

that you cannot satisfy with Color Wear.

THE TONE ON TONE NATURAL EVOLUTION Color Wear is the natural evolution of the tone on tone concept, which is even more natural for a brand such as ALFAPARF MILANO, which makes change and innovation its trademark. Thanks to its patented technology, this radically renewed formula stands out due to its gentleness on the hair and allows everyone to enhance and enjoy a new look.

n formula ARGININE-BASED PATENTED TECHNOLOGY

Contains an alkalinizing complex based on arginine, derived from plant sugars, which allows the most used and widespread chemical alkalizing agents (ammonia and ethanolamine) to be replaced. Arginine is an amino acid, 100% of natural origin, which is very similar to the hair as it is already present in its protein structure.

BLEND OF OILS

A combination of semi-fermented oils of natural origin with nourishing, anti-oxidant, protective and anti-frizz properties. Contains: camellia seed oil, sweet almond oil, argan oil, green tea seed oil and sunflower oil.

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VEGAN FORMULA

Free from ingredients of animal origin or derivation.

g in g a ck n pa

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M H

2019

AIR C U

CR EATIV E HE AD AD VE RT OR IAL

£1il.l7ion

IDE. LITY OF MALE SUIC EA R G IN K C O H S E N A PERSONAL RY EXPOSES TH O TA E U EN S M IS U E C O TH D ES R EW N EXPLO TOM CHAPMAN’S RAMIFICATIONS OVATION WINNER L N A IN R U R LT FO U D C R D A N W A A D OMIC THE MOST WANTE IGHLIGHTING ECON H S A L EL W S A , EL V AND EMOTIONAL LE £1.7 MILLION IS the estimated economic burden of every single life lost to suicide – a statistic that gives a very real ﬁgure to the unimaginable loss and grief felt by people after a loved one commits suicide. “People are precious, people are priceless,” says Tom Chapman, founder of The Lions Barber Collective. Taking into account lost employment and opportunities, and the cost of front line services such as the police and inquests into every life lost, the impact is astonishing. In 2014 Tom lost someone close to him to suicide – someone who had friends and yet hadn’t felt able to open up and express himself, even when Tom saw him just days before. His friend’s death would be the catalyst for incredible change and courage and lead to the formation of The Lions Barber Collective charity. Now his new documentary, The £1.7 Million Haircut, tracks Tom’s return to where his journey began, speaking to family members, charity trustees, and people whose lives have been saved by Tom’s efforts. It makes for powerful viewing, with hardhitting facts that will have you wondering how the situation has gone unchecked for so long that suicide is now the biggest single killer of men under the age of 45, according to the Ofﬁce for National Statistics.

The film follows Tom’s struggle to keep the charity going, sometimes through his own sheer will and passion. The Lions Barber Collective is not intended to turn barbers into counsellors, but rather to provide them with the tools to feel more confident in broaching more difficult conversations with clients, to educate them on the red flags to spot, to ask the right questions and listen without judgement – and, most importantly, to know who they can recommend clients approach for more help. Alison Hernandez, Police and Crime Commissioner for Devon and Cornwall, agrees with Tom’s approach: “We need to try and shift the way that we deliver to our community about prevention,” she says. If the cost of one person’s suicide was invested in prevention through the training and support for The Lions Barber Collective, Tom explains, it could potentially result in hundreds of barbers saving millions of lives on high streets up and down the country every year. “Our aim has changed from saving one life,” he says in the film, discussing the mission of the charity. “Our vision is a world free from suicide. If we’re not aiming for that goal, then what’s the point?”

YOU CAN FIND OUT MORE AND SUPPORT THE MOVEMENT BY VISITING THE1POINT7MILLIONPOUNDHAIRCUT.COM @thelionsbarbers 51

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27/04/2020 13:26

Blonde glazing menu for Wella Professionals

#MWIT

Y A W N W O R U O GO Y FORECASTING – ED SESSION WORK, COLOUR AND TREND BIN COM T THA EER CAR A D NTE WA IN ZOË IRW ENT… AGAIN! TITLE OF MOST WANTED CREATIVE TAL SO SHE BUILT ONE. AND SHE WON THE

THE 2019 MOST WANTED trophy was not Zoë Irwin’s ﬁrst win – that came back in 2001 at the second ever Most Wanted Awards – her unique approach to hairdressing has earned her an impressive six trophies so far. Truly, there is no hairdresser quite like Zoë. “My life of hair melds together my many different roles in the industry, each one blending into and enhancing the next, with an emphasis on trend and future concepts within beauty,” she says. For more than two decades she has styled hair in magazines from Elle to Tatler, and her hairdressing innovations have been written about in publications including Vogue and Sunday Times Style. She’s the Wella Professionals UK colour trend expert and works with the Wella Professionals Passionistas; she’s creative director at John Frieda salons and a ghd UK ambassador. And on top of all that she runs the ghd style squad – where she takes young hairdressers on a year-long trend journey. Zoë also works behind the scenes at fashion shows, as well as lookbooks and fashion campaigns, which further drives her creativity. “That’s the time I get to be with my fellow image makers – the make-up artists, photographers and fashion stylists with

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whom I collectively develop ideas. I learn so much from being with the other creatives that I then transfer to the salon world.” Her skill for forecasting means Zoë has led some of the biggest recent beauty trends. “In my former role as creative director for Taylor Taylor Liberty, I developed a new type of styling service,” she explains. “The salon was opening a new larger space on the second ﬂoor of Liberty. My concept was to create a hair story that would gain coverage in the fashion press for the opening. I knew that a fun trend idea would also attract a new clientele.” The Tie It Up styling menu was born out of Zoë’s personal affection for the Liberty brand. “Growing up in the ’70s I spent long summers in dresses that were made from iconic Liberty fabrics,” she explains. “Later, as I walked through the fabric hall at Liberty I realised the warm, nostalgic feeling the prints gave me would be shared by many. I also knew I needed to appeal to a wide audience – from a 40-year-old woman in a chic restaurant to a Gen Z girl wandering Liberty with her mother, wearing her scruffy Nike trainers, dirty from clubbing at the weekend.” The result was a service tailored to each client, made as special

CREATIVE HEAD

29/04/2020 13:08

Tie It Up menu for Taylor Taylor Liberty

as possible. “You simply arrived and chose your Liberty print fabric, and a stylist would shampoo and blow-dry your hair,” says Zoë. “They would then use your chosen fabric to create something truly unique to match your outfit. We would tear Liberty fabrics into strips creating styles ranging from classic knotted chignons and Frida Kahlo-inspired weaved topknots to braids and ponytails.” Zoë’s marketing strategy for this service was a stroke of genius, using the appeal of the iconic department store, social media and the beauty press. “Strips of fabric were displayed in the salon on a customised wooden ladder made to match Liberty’s panelled walls,” she says. “I created names and hashtags and spread the word on social media. By creating something that fitted with the Liberty vision, I knew they would not only back the concept, they would also use their incredible PR reach to promote it.” In the months following the launch, hair accessories exploded in popularity on catwalks and the high street, illustrating a more universal trend – and one that Zoë continues to dominate on Instagram with her denim accessories handmade using vintage Levi’s. In her role as UK colour trend expert for Wella Professionals, Zoë is tasked with creating palettes of shades that will set the industry alight each season. “This really is my dream colour role,” she smiles. “I mix Wella

2019

CREATIVE HEAD

052-053_Zoe.indd 2

tones and develop fresh colour techniques for application. I then name and launch them.” Zoë’s 2019 colour palette for Wella Professionals was a huge success, steering the colour conversation away from icy tones towards sunnier finishes. This year, this warmth is continued with her new blonde palette. “This season hair is jetting off to the French Riviera and Saint-Tropez, to spend time on the sundrenched beach of Pampelonne with its crystal blue sea, long stretches of sand and chic beach clubs,” says Zoe. “I think glazing is the biggest story in colour right now because, coupled with the trend for balayage, it creates a personalised, bespoke result.”

TRIPLE THREAT?

ative Talent Zoë has won the Most Wanted Cre time? trophy twice. Can she do it a third flat in London “Right now, I’m in lockdown at my images from and I’m working through all of my entry. I’ve the year to collate my ideas for my , and to ther toge ing two concepts that I’m putt ple’s peo r represent them I like to use othe es words as much as my own. Sometim it’s easier to put across what you’ve s been working on using other people’ ‘I say to reactions; it’s very hard think this is great’, when you’re so close to it! This whole process is so of interesting, it’s like a summing up ng.” ardi rew ly my year, and it’s high 53

29/04/2020 13:08

s n o l a S 0 0 BIG 1ONE NIGHT

Wednesday 23 September, 6pm to 10pm

Treat existing clients, win new ones, make A LOT of retail sales – and be part of the UK and Ireland’s biggest hair party! The Big Hair Do is about inspiring guests and educating them in the latest hair tricks, techniques and products, and reminding everyone why yours is the best salon in town It’s fabulous for clients, brilliant fun for your team, GREAT for business – and open to the first 100 salons in the UK & Ireland to apply!

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? Y T R A P O WANT T The Big Hair Do takes place on Wednesday 23 September. To secure your place head to creativeheadmag.com/bighairdo and order your £75 Big Hair Do pack containing: ● Big Hair Do how-to guide ● Showcard ● Mirror clings ● 50 Big Hair Do tote bags ● 10 Big Hair Do badges

Book your £75 Big Hair Do pack now at creativeheadmag.com/bighairdo ONLY 100 SALONS CAN TAKE PART. FIRST COME, FIRST SERVED! event

#bighairdo 000-000 NEW BHD_CHUK_April_GW4.indd 2

27/04/2020 13:31

event

BOOKING NOW AT CREATIVEHEADMAG.COM/SALONSMART CALL 01434 610944 AT CREATIVEHEADMAG.COM/SALON SMARTOR OR CALL 01434 610944

@CREATIVEHEADMAG #SALONSMART20

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28/04/2020 12:23

REFLECT RESET REBUILD CREATIVE HEAD’S BUSINESS NETWORKING EVENT FOR SALON OWNERS AND MANAGERS

SUNDAY 27 SEPTEMBER, LONDON PARK PLAZA LONDON RIVERBANK HOTEL

TICKETS

NEW ONE-DAY FORMAT FULL PASS SINGLE £295 / DOUBLE £450 (plus VAT) Includes overnight stay with breakfast

DAY PASS £120 (plus VAT) EVENING PASS £100 (plus VAT) Terms and conditions apply. Visit creativeheadmag.com/salonsmart for full ticket information

IN PARTNERSHIP WITH

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ASSOCIATE SPONSORS

28/04/2020 12:23

event

BOOKING NOW AT CREATIVEHEADMAG.COM/SALON SMART OR CALL 01434 610944

@CREATIVEHEADMAG #SALONSMART20

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28/04/2020 12:24

TALK SHARE LEARN CREATIVE HEAD’S BUSINESS NETWORKING EVENT FOR SALON OWNERS AND MANAGERS

SUNDAY 27 SEPTEMBER, LONDON PARK PLAZA LONDON RIVERBANK HOTEL

TICKETS

NEW ONE-DAY FORMAT FULL PASS SINGLE £295 / DOUBLE £450 (plus VAT) Includes overnight stay with breakfast

DAY PASS £120 (plus VAT) EVENING PASS £100 (plus VAT) Terms and conditions apply. Visit creativeheadmag.com/salonsmart for full ticket information

IN PARTNERSHIP WITH

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ASSOCIATE SPONSORS

28/04/2020 12:24

event

BOOKING NOW AT CREATIVEHEADMAG.COM/SALON SMART OR CALL 01434 610944

@CREATIVEHEADMAG #SALONSMART20

056-061_Salon Smart UK.indd 5

28/04/2020 12:25

MOVE FORWARD TOGETHER CREATIVE HEAD’S BUSINESS NETWORKING EVENT FOR SALON OWNERS AND MANAGERS

SUNDAY 27 SEPTEMBER, LONDON PARK PLAZA LONDON RIVERBANK HOTEL

TICKETS

NEW ONE-DAY FORMAT FULL PASS SINGLE £295 / DOUBLE £450 (plus VAT) Includes overnight stay with breakfast

DAY PASS £120 (plus VAT) EVENING PASS £100 (plus VAT) Terms and conditions apply. Visit creativeheadmag.com/salonsmart for full ticket information

IN PARTNERSHIP WITH

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ASSOCIATE SPONSORS

28/04/2020 12:25

? T I T N A W ? T I D E N EAR 2020

T S A L O T E C N CHA ! T I N O T GE AG EATIVEHEADM R C @ T IS L IT E .COM/TH

#MWIT20

MAG

CREATIVEHEAD

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27/04/2020 13:17

E N U J 0 1 G N I S O L C > S E I R ATEGO

2020 C

OUR MARK Y E K A M O T Y D A IOUS AND RE IT B M A KSTART. , G IC N K U R O E Y E R U A O C Y E E T R A A T IS THE ULTIM IS L IT T TO IT! E E G H . T N ? O G O IN S S S S E E S R O IN HAIRD MPETITION CL O C 0 2 0 2 E H T ? WANT IN

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ON EXCLUSIVE SP

27/04/2020 13:18

? S U O I T I B AM ? D E T GIF Y D A RE ? E L U TO R E N U J 0 1 CLOSING ! W O N T I DO event PONSOR

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27/04/2020 13:18

! S E I R T N E R O F L L AL CA

FIN

SIVE IN AN EXCLU D A E H E IV T A OST BY CRE LIST IS THE M IT PRESENTED E H T , D H DRESSING WITH G D IRISH HAIR N A K U PARTNERSHIP IN N ER. COMPETITIO D 30 OR UND E G A S L IMPORTANT A N IO TARS. RY PROFESS ROSTER OF S W E N A D FOR INDUST IN TICKING TO F THE CLOCK IS XT BIG THING IN HAIR? E NE ARE YOU TH

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AR T S G N I S I R THE

STIC, IS ENTHUSIAM STAR! O H W T N A SIST TEA G SALON AS ING � A NEW FOR A YOUNING AND FAST IMPROV HARDWORK

NEW!

T S I L Y T S L A I HE EDITOR

NING HEADS

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ON SET

U E N E R P E R T THE EN REATED WHO HAS C R E N W O N G SALO SINESS FOR A YOUN AND SUCCESSFUL BU G IN IT C X AN E

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ARDE A GIRL � AWLE R FO E N O , Y R A GU MULTIP IES � ONE FO XCELLING IN TWO TROPH AIR PROFESSIONALS E R GREATNESS TO YOUNG H ORK AND DESTINED FO AREAS OF W

S E N I L D A E D / S E T A D 0 2 0 E IT LIST 2

M/THEITLIST O .C G A M D A E H CREATIVE JUNE ENTRY FORMS LOSES 5PM, WEDNESDAY 10 C COMPETITION UNCED WEDNESDAY 8 JULY O FINALISTS ANN NDAY 6 SEPTEMBER 1434 610940 0 L L A C R U S O L K A .U O GRAND FIN NTS@ALFOL.C E V E IL A M E ? S QUESTION

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27/04/2020 13:18

LIGHT AS (H)AIR Big blow-outs and complex styling techniques aren’t for everyone. The new INVISIBLEWEAR Dream Texture Collection from Paul Mitchell helps you and your clients create beautifully undone hair with ease

IN TODAY’S POST-FILTER beauty world, there’s nothing more desirable than that je ne sais quoi, effortless cool. It’s that tousled, touchable look – an everyday, undone elegance. Luckily that essence has been bottled; INVISIBLEWEAR is a complete collection of vegan-friendly hair care and styling products that are all about embracing the beauty of imperfection and making the chic simple. It’s the ultimate cheat code: freedom from a complex routine, skipping ahead to dreamy hair.

Never stiff or over-styled, INVISIBLEWEAR is formulated with velvet flower to soften hair even as it adds texture and volume for relaxed, lived-in looks that clients can easily buy into for dayto-day styling. Can we take a minute to talk about the scent? Because INVISIBLEWEAR’s fresh, modern fragrance will brighten any day, with uplifting notes of natural citrus and alluring jasmine with secondary, rather than flash, fragrances. Are you ready to float away on a cloud of hair bliss?

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27/04/2020 13:34

CR EATIV E HE AD AD VE RT OR IAL

WASH AWAY THE DAY

Deli ca te, ligh tweigh t textu re and volu me requ ires the perfe c t prep

SHAMPOO

WHAT IT DOES: cleanses and preps hair, creating the perfect foundation for effortless, undone looks. HOW IT WORKS: volumises, builds texture and adds life to dull hair, while velvet flower softens strands for added manageability. RRP £13.95 (300ml)

CONDITIONER WHAT IT DOES: detangles hair and builds body to create the foundation for a perfectly undone style. HOW IT WORKS: moisturises, replenishes and leaves a glossy shine. RRP £16.95 (300ml)

PERFECT FOR… TEXTURED HAIR

“INVISIBLEWEAR Shampoo and Conditioner are formulated to leave hair simply balanced. For clients who have dry, coarse texture and dislike normal shampoo, I would recommend applying conditioner first, to help balance the entire hair shaft, then shampooing with INVISIBLEWEAR will gently remove any remaining residue” Jay S mall, P aul Mitchell stylist and educa tor 67

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27/04/2020 13:34

HEAD IN THE CLOUDS Blissful, effortless styli ng con tinue s with the new Dre am Textu re Colle c tion from INVISIBLEWEAR

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27/04/2020 13:34

CR EATIV E HE AD AD VE RT OR IAL

Playfully cool and as effortless as ever, this dreamy trio is formulated with long-lasting ingredients to create light-as-air forms and finishes. Each product transforms in your hand, from first touch to final application, leaving locks with beautiful texture, volume and definition

CLOUD WHIP

VELVET CREAM

AIR GEL

WHAT IT DOES: forms gorgeous, lived-in looks with a light-as-air feel with controlled texture and clean definition. HOW IT WORKS: velvet flower-infused formula conditions as it defines for soft, touchable texture. Dries down invisibly with a clean finish. RRP £21.95 (113g)

WHAT IT DOES: smooths and tames with feather-light definition and a satin finish. HOW IT WORKS: non-greasy, velvet flower-infused formula softens strands for added manageability. Quickly dries down invisibly with a touchable, natural-looking satin finish. RRP £21.95 (100ml)

WHAT IT DOES: adds volume and piecey texture with a light, touchable hold and natural curls for added manageability. HOW IT WORKS: revivable formula bounces back for effortless second-day restyling thanks to an invisible, no-residue ﬁnish. RRP £21.95 (113g)

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27/04/2020 13:34

DREAM A LITTLE DREAM OF ME No t all supe rheroes wear cape s. The concise INVISIBLEWEAR colle c tion slo ts effortless ly in to every styli ng rout ine

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27/04/2020 13:35

CR EATIV E HE AD AD VE RT OR IAL

E UNDONE TEXTURE HAIRSPRAY WHAT IT DOES: adds sexy, undone texture and body for effortless styling. HOW IT WORKS: volumises and gives movement to flat hair with a touchable hold. Velvet flower-infused formula helps to keep strands soft and never crunchy. RRP £17.95 (239ml)

MEMORY SHAPER

VOLUME WHIP

WHAT IT DOES: shapes and creates gorgeous, undone definition with a natural finish. HOW IT WORKS: adds flexibility and rich shine to the hair while leaving it touchably soft for added manageability – all thanks to a soft memory formula. RRP £15.95 (250ml)

WHAT IT DOES: Whips up airy volume with a long-lasting, crunch-free hold – perfect for beautiful blow-outs or to air-dry for a natural finish. HOW IT WORKS: the conditioning, alcohol-free mousse adds shine, gives natural hold thanks to velvet flower, and helps banish frizz with humidity control. RRP £17.25 (200ml)

“Undone Texture Hairspray is the fastest way to beautifully undone hair. It's an excellent product to add layers of life back to the hair after cleansing” Jay S mall 71

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29/04/2020 13:09

UP, UP AND AWAY

A iry te xture wit h ju st the righ t amou n t of hol d? INVISIBLEWEAR is you r sil en t st ylin g supp or t

PUMP ME UP WHAT IT DOES: adds incredible volume, texture and grip at the root – with invisible dispersion. Forget awkward power residue! HOW IT WORKS: boosts body, bulks up strands and creates instant volume right where you want it, revitalising ﬂat, limp hair. RRP £22.25 (10g)

“Pump Me Up is my favourite product, it can be worked with over a series of days to ensure conﬁdence with minimal eﬀort” Jay S mal l

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27/04/2020 13:35

CR EATIV E HE AD AD VE RT OR IAL

DREAM CATCHER Get the lowdown from John Paul Mitchell Systems artistic director, Heather Ka’anoi, on the limitless possibilities of the INVISIBLEWEAR Collection

Creative HEAD: What are the key differences between Cloud Whip, Velvet Cream and Air Gel? Heather Ka’anoi: I worked with these products while they were in development and it was important for them to fit within the line as well as stand alone. The biggest difference you will notice with all three is the surreal feeling of the transformative formulas. They’re like nothing else we’ve done before. CH: How do these products fit into the complete INVISIBLEWEAR line? HK: These three new stylers take relaxed, livedin looks to the next level. The soft, touchable textures allow for limitless styling possibilities. The convenient salon card chart helps identify each product’s key benefit, how it works, when to use it, what it pairs well with, and a pro tip to help redefine the undone styling experience for salons and guests alike. CH: When do you use INVISIBLEWEAR with a guest? What do they love about it? HK: What I love about this line is that it gives everyone a youthful look, no matter what their age. They love the scent and how touchable their hair feels. Sometimes I use the Undone Texture Hairspray before I start a service. I like to give guests an idea of how INVISIBLEWEAR can extend their style on day two or three after they leave – and they love it!

DREAM OF DELIGHTFULLY AIRY, EFFORTLESSLY UNDONE STYLING WITH INVISIBLEWEAR FROM PAUL MITCHELL. FOR MORE INFORMATION, CALL 0845 659 0012 OR VISIT SALON-SUCCESS.CO.UK

61 73

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27/04/2020 13:35

A little hair refresh using @pulpriot.uk Rose Gold toner @christ abel-legrand

Inspired by retro candy… it’s the hidden fruit salad! @hlbutton

Apricot blonde and a pastel pink money piece for lockdown pal @brook e.lagan a by @hair-by-lexiesh ay

In the

Some prismatic perfect ion @pedro-plastic

frame

Transfo rming my own hair during lockdown @gla m.by.h eather

Guest PAINTER and Pulp Riot Squad member, Lexie Shay Rabbett (@hair_by_lexieshay), had a lockdown challenge for her squad mates. The #PulpRiotMysteryMakeover tasked the crew with creating new looks from half-used tubes of colour they had at home. Let’s see how they did…

Sun set hue s for gorg eou s hou sem ate Brio ny @gi nabarne s-

After a serious Ink Maste r binge it was time to get a #hairt attoo @lorett a marie-hair See more at creative

headmag.com/paint

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#moha wk action for @betty-blades husban d

Into the blue with Pulp Riot FACT ION8 and Sem is and some handy hair exten sions! @lau ra may steve nsha ir

Retro Gl a m by @verityo fth eva nitybox us ing th e bu bble techn iqu e, as see n on tv.PulpRioth air.co m CREATIVE HEAD

29/04/2020 13:10

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Information. Inspiration. nhbf.co.uk/coronavirus @nhbfsocial