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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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CR EATIV E HE AD AD VE RT OR IAL
“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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CR EATIV E HE AD AD VE RT OR IAL
“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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27/04/2020 12:24
. 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
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!
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29/04/2020 12:49
Editor’s letter
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HERE TO HELP – JUST SOME OF THE PROJECTS AND INITIATIVES FROM OUR INDUSTRY
IT’S SAFE TO say that we have never lived through times like these. Because of the ongoing Covid-19 crisis, salons are closed until 20 July, although Habic and the IHF are pushing for this to be revised as we went to press. The threat of rogue traders on the black market flouting the rules has salon owners across Ireland concerned for the future, and emotions are running high. Creative HEAD is committed to standing by professional hairdressers and salon owners, and we endeavour to provide you with practical information and advice for you and your staff. From page 28 you’ll find a HEAD for Business special dedicated to providing solidarity and helping you see that you are not alone. There are real stories from lockdown, consumer insights and strategies for that all-important re-opening. Turn to page 34 to find our pick of the best online resources to brush up your skills, and on page 36 we’ve gathered three experts to discuss how the industry will be changed after the pandemic. These difficult times will pass, and when they do we have an exciting new future to face together as an industry, stronger than ever before.
• L’Oréal UK and Ireland has donated more than half a million hygiene products and hand sanitisers to front line health workers • Henkel donated €2 million to the WHO/UN Foundation Covid-19 fund, and switched its manufacturing plants to disinfectant production
• Wella Professionals donated 110,000 pairs of gloves and gathered 7,300 shampoos and conditioners for support staff working in hospitals • TIGI’s parent company Unilever pledged €100m through donations of soap, sanitiser, bleach and food
Anna Samson, Editor
anna@alfol.co.uk
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06/05/2020 14:37
W E N
HYDRASPLASH HYDRATION THAT WON’T WEIGH YOU DOWN
Henkel Nederland B.V. Grasbeemd 4 5705 DG Helmond The Netherlands Hair: Larisa Love Photo: Hama Sanders
Just a splash of Coconut Water-infused hydration quenches fine/medium hair without weighing it down. Hair looks replenished, shiny, and healthy after just one use. #hydrasplash www.joico.eu @joicoireland * When using HydraSplash Hydrating Shampoo, Conditioner, and Replenishing Leave-In, or HydraSplash Shampoo and Gelée Masque
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01/05/2020 13:28
May/June
WHAT’S INSIDE HEAD FOR BUSINESS
28
A unique business special as we look at how salons are coping with lockdown and what the new normal might look like when it’s all over
46
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
EXTENSIONS Drive up takings in the salon quickly and with little outlay after lockdown, with these game-changing innovations
FASHION
38
Unicus from STIL is shot and styled individually to form a fusion of fashion-inspired styles
EDITOR
ANNA SAMSON
CONTRIBUTOR
DEBORAH MURTHA
ART DIRECTOR
NICK JABBAL
CHIEF SUB EDITOR ADAM WOOD
ONLINE AND DIGITAL ASSISTANT KELSEY DRING
ONLINE AND DIGITAL EDITOR
ALISON ROWLEY
EDITOR IN CHIEF
AMANDA NOTTAGE
CLASSIFIED EXECUTIVE DAVID HAMMOND
SPECIAL PROJECTS MANAGER JENNY BROOKS
SPECIAL PROJECTS DIRECTOR JOANNA ANDERSEN
PUBLISHER
CATHERINE HANDCOCK
DIGITAL DESIGNER EVA VESTMANN
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ON THE COVER
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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.
Creative HEAD Ireland is published 6 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.
WRITE TO US AT:
Creative HEAD Ireland 21 The Timberyard, Drysdale Street, London, N1 6ND +44 20 7324 7540 anna@alfol.co.uk
@creativeheadmag
05/05/2020 14:43
! y ll u f it e Liv www.alfaparfmilano.com _@alfaparf_milano_ireland
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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 crisis 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 Dublin on Monday 2 November and London on Sunday 27 September, the focus will be on reflecting on recent times, resetting and rebuilding salon businesses. In a 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. creativeheadmag.com/events
Salons set to open 20 July
National The government has published its Action Plan outlining a multi-phase that approach to re-opening businesses Hair . July 20 on n ope ns salo would see th salons have been placed in the four iest earl the is July ning mea ve, fi phase of The e. date they will be permitted to trad ent end dep is plan the of tion implementa s upon approval from the government’ Team. National Public Health Emergency Turn to page 28 for more details
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Salon pros talk business
BEFORE THE SALON lockdown hairdressers from across the country got together for the Irish Hairdressers Federation’s Business Hub. The Red Cow Moran Hotel in Dublin welcomed salon owners for a two-day event full of inspiration, conversation and business-boosting advice. Day one saw a power hour discussion hosted by JOICO ambassador David Murray and a networking dinner. The second day was hosted by incoming IHF vice-president and owner of Zinc Hair & Beauty Lisa Eccles, who welcomed a vibrant array of guest speakers to the stage. Among them were Sinéad Kavanagh of the Beautiful Truth blog and Anne-Marie Hannon from Blackhall Financials. The final speaker was Limerick’s Johnny Baba of Barber Barber, who has made waves across the UK with his successful chain of barber shops.
Images clockwise from top left: Anne-Marie Hannon, Lisa Eccles, Sinéad Kavanagh, Mark O’Keeffe of Sugar Culture, Samantha Byrne of Vanilla Hair Design, Margaret Mulvihill of Zara Hair Design, Danielle Kennedy of The Collective by Lloyds, and David Campbell of House of Colour
The edit
KIERNAN TAKES ALL-STAR PRIZE THE IRISH WINNER of the annual American Crew All-Star Challenge has been revealed as Barry Kiernan of Signature Hair in Dundalk. Among hundreds of entries, Barry’s interpretation of the American Crew man stood out to judges. He said: “This is a competition I’ve strived towards winning for two years. It brings me enormous pleasure after so much hard work to win.” The five global winners were named as Luke Munn of Australia, Jonathan Pereira of Belgium, Sandra Perovic of Canada, Daniil Gochua of Russia and David Da Campo of Switzerland. These five champions have won $5,000 (€4,600) each, and an all-expenses paid trip to Los Angeles to take part in a photoshoot later in the year with American Crew founder and photographer, David Raccuglia.
CREATIVE HEAD IRELAND
06/05/2020 14:38
#CHedit WHY DID YOU WANT TO BE A HAIRDRESSER? I come from a family of hairdressers so it was second nature. My grandmother, Shirley Jackson, was IHF president during her career and she was a huge inspiration, and my mum owned her own salon. It was fantastic growing up in the industry and they were so passionate about hair. In a way my mother’s salon guests became like a family and I loved that. WHAT ARE YOUR HIGHLIGHTS SO FAR? I’ve been very lucky so far. I made the House of Colour Art Team and have worked on shoots, on stage and I’ve been in countless competitions and have won awards at the IHF Championships. The best one yet was working at London Fashion Week. I flew over in February to spend four days working backstage. It was such a ‘pinch me’ moment.
EMILY NELSON HOUSE OF COLOUR, CHARLESTOWN AGE: 21
WHERE DO YOU SEE YOURSELF IN 10 YEARS’ TIME? I hope to be an inspiration to our assistants if anything, to be someone people can look up to and I hope to have made a footprint in such a talented industry. One of my goals is to travel, educating in different salons around Ireland and the world. I also hope to continue working at London Fashion Week, win the Wella Professionals TrendVision Award, win Irish Hairdresser of the Year at the IHF Championships and make sure the House of Colour Art Team pushes boundaries. WHAT IS YOUR DREAM HAIRDRESSING GIG? My dream hairdressing gig would probably be more fashion weeks. I would absolutely love to do Milan, Paris and New York. I’d also like to work with celebrities and do hair for events such as red carpets and TV shows. Anything is possible when you put your mind to it.
CREATIVE HEAD IRELAND
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06/05/2020 14:39
For fine yet dry hair, the HydraSplash collection from JOICO provides a burst of hydration without weight – there’s a shampoo, conditioner, masque and leave-in treatment.
RRP FROM €17.95 045 856 490 xpertpro.ie
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.
RRP €28.20 +44 (0)800 328 6920 authentic beautyconcept.com
Enjoy a pop of much-needed colour with ghd’s new music and dance-inspired collection, Upbeat. Its platinum+ styler, gold styler and professional helios hairdryer are available in cobalt, neo-mint and silver hues.
Get fresh with milk_shake’s Colour Sorbets, an inexpensive and fast service to refresh hair colour with an intense and radiant hue using seven shades of Coloured Whipped Cream.
IN-SALON SERVICE +44 (0)1392 365 177 milkshakehaircare.co.uk
FROM €169 +44 (0)1924 423 400 ghdhair.com
Great Lengths Heat & Care Spray, Leave-In Conditioner, and Silver Shine Shampoo are all packed with ingredients that nourish and care for hair.
RRP FROM €17.50 +44 (0)114 278 1294 greatlengthshair.co.uk
Male grooming services have never been more popular, but to establish a loyal male clientele you need to offer the right products. The new Blends of Many products from ALFAPARF Milano provide real solutions for male grooming needs. The Energizing Low Shampoo is a gentle sulphate-free cleanser that revitalises the scalp, while the Energizing Lotion is an intensive treatment that adds strength. The Rebalancing Low Shampoo treats dandruff and excess sebum, and the Rebalancing Tonic provides a dose of goodness. For styling, there’s the Matte Paste with medium hold, and the Beard and Skin Balm adds softness and hydration. The collection also has a signature scent of sandalwood and patchouli.
Wella Professionals’ Love Your Hair Kit is perfect for those who are cautious about returning to salons initially. Create bespoke client kits, including Color Fresh, Shampoo, Conditioner and Mask.
POA ORDER ONLINE uk.wellastore.com
FOR THE GUYS
RRP FROM €12.75 045 856 490 xpertpro.ie
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CREATIVE HEAD IRELAND
05/05/2020 11:48
#CHedit
STOCK OPTIONS
OUR PICK OF THE LAUNCHES TO STACK ON SHELVES, ADD TO MENUS AND SHARE WITH YOUR STYLISTS Wella Professionals has created four stunning new shades to join its Illumina Color range. Expanding on the muchloved cool blonde set, the colours use the brand’s Microlight technology to protect cuticles and create a luminous, sheer result. Light is able to pass through, illuminating the natural highs and lows from within, in any kind of setting. Wella Professionals UK colour trend expert, Zoë Irwin, has created a unique blonde glazing menu to celebrate the four new shades added to the portfolio, inspired by blonde icons Brigitte Bardot and Monica Vitti. No blonde will leave your chair untoned – but which to choose? Well 10/81 is perfect for lightening natural hair up to three levels, offering neutralisation on warm yellow and orange undertones to achieve a clean sophisticated finish, a great toner for an extra icy result. For a more natural beige there’s 9/19, while 9/59 is rosy for a delicate and slightly warmer raspberry finish on lightened hair. And for balayage fans, try 8/93 for toning brunettes to keep soft and natural highs in their hair, too.
IN-SALON SERVICE 01 416 0900 wella.com
IT’S ALL ABOUT... LIGHTENING Vegan brand Maria Nila has added a new two-step bleaching treatment to its portfolio. The treatments include a silver bleach with added violet pigments for a colder result, and one developed for balayage.
CREATIVE HEAD IRELAND
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Do blondes have more fun? The jury is still out but with TIGI Copyright Colour’s new and improved True Light and True Light White powder lighteners your clients can certainly try it out with ease and care.
IN-SALON SERVICE 1890 253 402
IN-SALON SERVICE +44 (0)152 562 1460
salon-services.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 re-open. 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 IRELAND
06/05/2020 14:40
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 20MINUTE 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 IRELAND
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Wella Professionals
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06/05/2020 14:40
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
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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 you’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.
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LAST CHANCE TO ENTER
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CLOSING 10 JUNE 2020
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2020 CATEGORIES > 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 +44 (0)1434 610940
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MONDAY 2 NOVEMBER DUBLIN RADISSON BLU ROYAL HOTEL BOOKING SOON! REGISTER FOR UPDATES CREATIVEHEADMAG.COM/ SALONSMART @CREATIVEHEADMAG #SALONSMARTIRE
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CREATIVE HEAD IRELAND
05/05/2020 16:12
CR EATIV E HE AD AD VE RT OR IAL
STAY SAFE
PRACTISING YOUR TECHNIQUES DURING LOCKDOWN? YOU’LL NEED THE RIGHT KIT. STOCK UP ON ALL YOUR HAIRDRESSING MATERIALS AT HENNESSY HAIR & BEAUTY’S ONLINE SHOP SALONS MAY BE closed until late July, but passionate hairdressers won’t want to step back and let their talents slide. Far from it – this time is an opportunity to hone your craft and try out some new skills at home. Hennessy Hair & Beauty is a family-run supplier with 35 years’ experience and fantastic insight into the hairdressing industry. At hennessyhb.ie you can pick up all the products you need to educate yourself during lockdown. The online shop is open for business as usual, with orders packed and delivered safely to your door. With thousands of products available online and free delivery on orders over €75, there’s never been a better time to try something new. Hennessy Hair & Beauty is the exclusive stockist in Ireland of Tahe, a Spanish brand with six decades of technology behind it, and Kadus, which offers luxurious, salon-quality products. And if you’re a firsttime customer and quote the discount code ‘FIRST’, you’ll get 10 per cent off your order. When you re-open your salon, you’ll want to make sure your staff are well protected, so visit the Hygiene Essentials section of the hennessyhb.ie shop – it has everything you’ll need to keep everyone safe and healthy during services. There you can find PPE including disposable capes and gloves in a variety of sizes. There is also a range of disinfectants for sale, which will be necessary for cleaning stations in the salon between guests. Keep checking back each day for updates and new arrivals. By early June, Hennessy hopes stock levels will be back to normal, meaning you can fill up your shelves ready for your re-opening. And with a dedicated team of reps and competitive prices, Hennessy Hair & Beauty can advise you on your purchases with true expertise – so you can be confident you’re picking the right products for your business.
FOLLOW HENNESSY HAIR & BEAUTY ON SOCIAL MEDIA TO DISCOVER THE LATEST NEWS AND PRODUCTS! Hennessy Hair & Beauty Ltd @hennessyhb @hennessyhbcork Ready to stock up on all your hairdressing essentials? Visit the Hennessy Hair & Beauty online shop at hennessyhb.ie. For enquiries, call 021 434 3436 or email michelle@hennessyhb.ie or susan@hennessyhb.ie
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The Irish Sun
Youtube/AlfieDeyesVlogs
Irish Times @wrighty_ Youtube/AlfieDeyesVlogs
THE RECOVERY POSITION THE SPREAD OF THE COVID-19 CORONAVIRUS IS AN UNPRECEDENTED EVENT IN OUR LIFETIME, CAUSING THE LOCKDOWN OF THE IRISH POPULATION AND THE CLOSURE OF BUSINESSES. IT’S 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 TV to eye-popping stories of home haircuts gone wrong across newspaper websites, the lockdown has made it very visible just how much the population relies on salons and barber shops. Hairdressers have never been so valued. The Irish government has now published its National Action Plan ‘roadmap’ outlining a multi-phase approach to re-opening businesses, and salons have been placed in the fourth phase out of five, meaning that the earliest they will be permitted to re-open is 20 July. Incoming president of the IHF and owner of The Collective by Lloyds, Danielle Kennedy, warned the long lead-in may mean irresponsible stylists going into people’s homes. She said: “We have many weeks to go before we can reopen, and with black market hairdressing erupting, there’s not going to be business there for us to re-open to. So we will go back to government and see if there is a level of safety that
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we could suggest in order to bring that date forward further.” It is also important to note that the plan for leaving lockdown will only happen if the government’s National Public Health Emergency Team deems conditions right for the easing of restrictions, so this date is subject to change. But it does give salons a specific date to aim for. In Switzerland, where lockdown was eased on 27 April, salon booking system Treatwell doubled its daily bookings record. “It gives us real confidence that the markets are going to come back,” enthuses Madeleine Reynel, supply director at Treatwell. And there’s more good news. In a survey of consumers by Treatwell,* visiting a hair and beauty salon is a priority for most people – one of the top three activities people plan to do once lockdown is lifted. The demand will be there, and the recovery of our industry can finally be planned for…
CREATIVE HEAD IRELAND
05/05/2020 15:41
Youtube/AlfieDeyesVlogs @rochellehumes
Yahoo Sports Jezebel
The Sun
The Sun
The Irish Sun
HOW CONSUMERS FEEL ABOUT THEIR HAIR IN LOCKDOWN** 53% are bothered a litTle/greatly that they can’t get their hair done
67% of those who usualLy have salon colour are bothered a litTle/greatly that they can’t get their hair done 67% 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 sample of 516 women in Ireland aged 16-74. Conducted by 2CV Research between 26th March – 6th 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… have a Night out at the theatre/fancy restaurant
50%
Get my hair done (at a salon, by a hairdresSer)
53%
have a WeEkend away go to Gym clasSes have a Personal shopPing experience Have a salon beauty treatment (eg manicure, facial) 31% Have a body masSage 23%
BREAKDOWN BY AGE OF THOSE BOTHERED THEY CAN’T GET THEIR HAIR DONE
16-34
57%
54%
35-54
41%
48%
44%
52%
said they were not cutTing their hair for the time being
33%
of salon colourers wilL atTempt home colour
55+
55%
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.
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GO THE 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
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 re-open 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.
CREATIVE HEAD IRELAND
06/05/2020 14:42
DISTANCE
WITH SALONS SHUTTERED AND A WORKFORCE ON LOCKDOWN, CREATIVE HEAD’S YOU’RE NOT ALONE CAMPAIGN REACHED OUT DIGITALLY TO DISCOVER HOW HAIRDRESSERS ARE COPING AT HOME
THE MAIN THING THAT GOT ME DOWN WAS NOT SEEING CLIENTS
FREELANCERS IN THE WEDDING INDUSTRY HAVE A TOUGHER TIME
Sarah Mason
Michelle Grimes
Sarah Mason Professional, Galway
Maven Studio, Dublin
I’ve been contacting all the artists I’ve worked with over the years that have become my friends. I’ve also been checking out Wella Education, and I’m giving my team some education via Zoom. I’ve got some haircuts planned and tutorials to keep them learning and inspired. One of the main things that really got me down was not seeing my clients. So, I sent out a message to everyone saying I could give consultations either via email or over the phone. In fact, I’ve had the number from the salon diverted to my home phone and I take calls between 10am and 1pm. After that I don’t answer the phone!
I think the majority of freelancers have been happy with how quickly we were looked after by the government financially. We were included immediately into the Covid-19 Pandemic Payment which was a huge relief, and this payment is in place for at least 12 weeks which takes a lot of stress away. Freelancers in the wedding industry may have a tougher time as the market is completely up in the air for the rest of this year. Some couples may go ahead with a smaller wedding but the trend seems to be that most are cancelling until next year which means some freelance wedding hairdressers will lose almost a year’s income.
FIRST WE MADE SURE OUR STAFF GOT THE EMERGENCY PAYMENT
I’M HUNGRY FOR ANYTHING THAT WILL BENEFIT THE SALON
Lisa Eccles
Anita O’Donnell
Zinc Hair and Beauty, Dublin
Marbles Hair & Beauty, Limerick
The first thing we did was make sure our staff would get the emergency payment of €350 a week from the government, so that definitely helped my team and eased their financial worries. So far the Local Enterprise Office is the best place for salon owners to gain some financial support, HR guidelines and information on how to move your business online. You can apply for a business continuity voucher to the value of €2,500 – this isn’t cash for your business per se, but it allows you to access mentorship. I think it was good to initially enjoy the downtime. Now as we start thinking about reopening, there are many online health and safety courses we need to look into.
The first two weeks after we closed, I couldn’t focus on any kind of learning! But now I’ve established a routine, I’m hungry for anything that will benefit the salon. I have hooked up to a few webinars and tutorials and I’ve done some video messages for social media which totally took me out of my comfort zone. Our industry has been very proactive during this time which is great to see. We have a very active WhatsApp group for staff where we are sharing tutorials and any relevant information and updates in our industry. Keeping in contact with staff has been a priority so I set aside time every day to ring or message staff and we have a weekly Zoom quiz.
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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…
WITH CUTS GROWN out and colour faded, clients are going to be clamouring to get an appointment when you re-open, with many spending now to ensure they get seen and to help show their support for their local hairdresser. Some salon software systems also have features in place, such as Phorest Salon Software’s new online gift voucher service, which shifted an incredible €1 million in Ireland in the first two weeks following lockdown, illustrating how keen clients were to support their salons. Henkel, the company behind Schwarzkopf Professional, has also launched a free voucher site, helpyoursalon.co.uk, with no brand affiliation that’s open for any salon or freelance hairdresser to use. Christine Cunningham, owner of Passion Hair Salon in
Clonee, Co. Dublin sold €2,850-worth of vouchers within just 10 days of launching them. “Vouchers had never been a thing for us before but through Phorest we got a template so it was really easy to promote them. We have a choice of voucher values from €25 up to €200 – the average value sold is €80. When we re-open I’m going to contact all the clients with vouchers and then I’ll book them in for a VIP appointment – that will be my thank you to them for supporting me.” And selling vouchers has helped Christine invest in products to sell online. “The vouchers have helped my cash flow and given me the chance to purchase some products to use for online sales. My retail sales have actually increased and it keeps me in touch with clients.”
PEOPLE HAVE BEEN SO GENEROUS IN SUPPORTING US
Emma Robertson Silke Hair & Beauty, Sandyford, Dublin We made the decision to close early for the safety of the staff and their families – many have children and elderly parents. It was hard for them to keep working, especially once the kids had been let go from school. We are a hair and beauty business, which requires us to get too close to clients to stay safe. The day after we closed I created a gift voucher offer, and the number of them we have sold is amazing. To promote them we did offers such as a voucher to the value of €50 for €30, we have been sending out emails and text messages to clients that contain links where they can purchase the vouchers and people have been so generous in supporting us. We are also selling clip-in extensions online and working with bloggers. Many people who have extensions are seeing lockdown as an opportunity to give their hair a break and focusing on using the best haircare they can to help it recover. The team checks in with each other regularly and comes up with ideas for what we can do when we re-open, such as have a day when we invite essential workers into the salon to show our thanks. I’m also keeping busy by doing a social media course. Our social media outlets are keeping me going – it’s amazing to see people saying they can’t wait for us to open our doors again. Exercising like mad helps too! I’m confident that when we re-open, people will come rushing back to us.
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With no online shop set up before the crisis, Samantha Byrne, owner of Vanilla Hair Design in Tullow, Co. Carlow, used her initiative to secure some extra income. “As lockdown happened so fast for everyone, unfortunately we had no online store up and running. So as a business owner, you have to think outside the box. As I lived within the 2km limit put in place for travelling I knew I could get into the salon, and answer calls and post product orders or vouchers from there, as the post office is within walking distance also. Sometimes out of a negative you can have some positives, if your mindset is right.” If you do decide to sell vouchers, it’s important to seek advice from your solicitor, accountant or tax adviser and business insurer who can provide advice to ensure income via vouchers and donations doesn’t compromise any state aid being applied for, or void business liability insurance policies. And when re-opening comes on 20 July it will be a difficult task to decide who gets an early appointment. So how can managers tackle this? “We have made a list of all the clients who were booked in from the date we closed, in order of their bookings,” explains
Emma Murphy, owner of Locks and Lace in Sligo. “I will personally ring all the clients on the lists making sure they all get an appointment before I advertise to the public that we are back open.” Some salons are taking deposits, such as Salon 2 Hairdressing in Sligo. “Now that we have the date to re-open we will start rescheduling appointments by phone as we will have to make clients aware of the Covid-19 workplace regulations that will be introduced too,” says owner Anthony Kilcoyne. “We will be taking a 50 per cent deposit on the price of bookings and we will also be changing our cancellation notice to 48 hours’ notice, up from 24 hours.” And, according to Samantha Byrne, the most important thing to achieving a successful re-opening will be honest and open communication. “That has always been key in Vanilla Hair Design from the start, and I think it’s even more important during this unknown time. Social media has been fantastic, but we have to remember not everyone is on it. I’ve given some older clients who have been with us for years a phone call or left some shampoo at their door.”
HOW TO… GET RESOURCEFUL ie.lorealaccess.com 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. @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. phorest.com The salon software brand hosts webinars and podcasts full of useful 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. @irishhairfed The Irish Hairdressers Federation will keep you updated with the latest developments, along with a whole host of insightful live discussions with hairdressers and business owners. habic.ie Join the Habic mailing list to keep up to date with Covid-19 advice and support. There are also plenty of free webinars to get you looking to the future. info@digitalsalongroup.com Digital Salon is helping businesses without websites by designing and publishing free landing pages with links to Voucher Connect.
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HOW TO… BE PREPARED FOR IT TO ALL HAPPEN AGAIN
TIMELY’S SARAH FLUTEY WARNS US TO BE READY FOR POTENTIAL FUTURE SHUTDOWNS 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. 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 re-open. Your clients are the key to keeping your cash flow coming in, so make sure you’re set up to sell products online. Your clients will want (and in many cases, need) their favourite products even though your doors are closed! Where possible, take your stock home and get ready to sell online through your website or systems like Shopify. Selling gift vouchers online is like a small interest-free loan; they’re a great tool to keep money coming into your business. You can promote gift vouchers to your clients through this time to 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 good way to continue to generate revenue even when the salon is shut.
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Schwarzkopf Professional
Best in class
DON’T LET YOUR SKILLS FALL BEHIND – LEARN REMOTELY AND KEEP ON YOUR TOES. WE’VE ROUNDED UP THE BEST DIGITAL EDUCATION AND SUPPORT THAT’S OUT THERE… 34
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05/05/2020 12:11
DIGITAL EDUCATION HAS been out there for a while, but we’re only now realising its importance and great potential in the hairdressing industry. In a socially distanced world, much of our lives have moved online, and learning is no different. Educators are creating content that is streamed directly into homes. Video-conferencing software Zoom was downloaded 2.13 million times in one day after lockdown was announced, and it’s apps like Zoom that allow educators to teach, answer questions and engage with those watching. Meanwhile, brands are ramping up their activity on Instagram Live via panel discussions and tutorials, while some have dedicated hubs for their online education. Whatever skill you want to learn, there are a whole host of resources out there from the back-to-basics theories you might have forgotten, to styling
tips, cutting tutorials and even colour techniques. And salon owners can find seminars designed to help take control of their business, so you can use your time to master a plan of action for your return. All those new skills will translate into money-making opportunities, and your clients will be happy to know that you’re taking your craft seriously. And even after an easing of social distancing, we’ll see online education remaining as an option of choice. For stylists living extremely busy lives with inflexible routines, it enables you to choose when to access learning materials, and removes the hassle of commuting to an academy. You’ll be able to get education on your own terms, learn from big names in the industry and go over tricky spots at your own pace. The world might seem uncertain now, but online learning is here to stay.
CREATIVE HEAD
L’ORÉAL PROFESSIONNEL
WELLA PROFESSIONALS
SCHWARZKOPF PROFESSIONAL
REVLON PROFESSIONAL
JOICO
@creativeheadmag Your favourite hair magazine is of course providing shedloads of free content to keep you occupied. Check out Instagram TV for exclusive panel discussions with business owners, or go through the keyhole to see your favourite hairdressers at home. Then there’s The Great Skill Swap where you can learn new techniques from the best. creativeheadmag.com
@schwarzkopfprouk Schwarzkopf Professional’s ASK eAcademy educational platform is a place of learning for hairdressers of every level. It’s filled with presentations and videos taking you from the foundations of hairdressing to more advanced skills. And the Essential Looks collection is available here too, so head online to be inspired. ask-elearning.com CREATIVE HEAD IRELAND
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@lorealeducationuki From e-learning courses, live classes and video tutorials across colour, cutting, styling and business topics, L’Oréal Professionnel is providing more free content than ever on its Access platform. The #PROPOSITIVITY campaign on Instagram started with Trevor Sorbie and shares stories and ideas to foster an optimistic mindset. ie.lorealaccess.com
@revlonprofessionaluk Revlon Professional is bringing expertise to you and creating educational content to inspire and hone your craft. Each day #AtHomeWithYou videos are posted on Instagram TV by global Revlon ambassadors that aim to teach you something new, keep your mind active and remind you that you’re part of a strong community. revlonprofessional.com
@wellahairuk Over on Wella’s digital education platform you can watch a collection of enlightening seminar videos. A particular highlight is the opportunity to learn from Wella Professionals UK colour trend expert and 2019 Most Wanted Creative Talent winner Zoë Irwin, and find out how you can recreate her iconic blonde glazes. education.wella.com
@joicoireland The JOICO Education Online Classes feature a range of JOICO artists from across Europe, sharing their skills via free webinars. The classes take place over Zoom and cover a range of information from colour to coverage and even a pub quiz or two! You’re guaranteed to learn something new – all you have to do is sign up and stream. joico.eu/joico-education 35
05/05/2020 12:11
LOOKING FORWARD THE HAIRDRESSING INDUSTRY HAS NEVER BEEN TESTED LIKE THIS – BUT WHAT DOES THE FUTURE LOOK LIKE? WE SPOKE TO THREE EXPERTS ABOUT THE CHANGES WE MIGHT SEE, THE CONSTANTS THAT WILL REMAIN AND THE STRENGTH OF THE INDUSTRY
SEAN TAAFFE, OWNER OF SEAN TAAFFE When we do finally get back to work, it won’t be how we left it. For some, I think the transition back to work will be a welcome thing, whereas others may well have got used to life at home, so there will be challenges for everyone. I think the level of demand will rival any December, and if salons can’t facilitate it then they may lose clients to other salons. We will certainly be looking to operate at least 12 hours a day and 7 days a week, if we can. I think most salons had to cancel weeks and weeks of appointments before the emergency and the decision will have to be made as to whether to prioritise these clients or just operate on a first come, first served basis. I imagine some form of social distancing will be in operation for some time so salons will have to look at how best to implement it. Most backwashes are very close to one another and I see this as a big issue. Personal protective equipment will be another issue, and guidance will be needed from the government in relation to this. Because everyone is in the same position the hope is that it will be like pressing play after pressing pause for a while. I think for salon owners it’s important to keep in touch with your team – check in on them as well as your suppliers and creditors – to make sure you have a good supply chain ready for when you start back. Remember the companies that were flexible with you and those that weren’t. This is a hugely creative industry with people that are so passionate about what they do, so I’ve no doubt that we will bounce back better and stronger than ever. One thing’s for sure – our clients will also have a new-found appreciation for us hairdressers, as we will for them!
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CREATIVE HEAD IRELAND
05/05/2020 12:13
DAVID DONNELLAN, MANAGING DIRECTOR OF XPERT PROFESSIONAL There will be many challenges ahead for the industry as we return to work and business and a wider social normalisation process. Some of the challenges are already evident, specifically with staff retention and the immediate and drastic impact on incomes. Even as we begin to return to work, there could be restrictions on the number of clients allowed in the salon at any one time and those restrictions could be even more severe for clients deemed to be the most vulnerable, such as senior citizens. There will be an intense period of work as clients use salons to help their own normalisation processes, but we envisage that initial burst being followed by a lull as the general economic impact feeds into consumer demand and a focus on ‘bare necessities’ for some months as people get their personal budgets back in shape. Salons should plan for that and understand that an initial frenzy of activity will subside and the income it generates needs to be managed carefully. What we know for certain is that there is already a very significant economic cost in terms of salons owing back rent, taxes, suppliers’ invoices and utility bills. And even though it may feel like the business was ‘frozen in time’, these bills still need to be paid. However, I’m confident that the industry will recover fast. Salons are an integral part of communities and play an incredible social role in addition to the commercial service they provide. Moreover, members of the wider hairdressing sector have always been hugely supportive of each other – they will come together and help each other in the same way they always have done. But let’s be under no illusion, we are going to have to be proactive. What’s needed above all is client loyalty and, based on the special relationship that Xpert Professional knows exists, we expect too that this will be second to none.
MARGARET O'ROURKE DOHERTY, FOUNDER OF IMAGE SKILLSNET AND FOUNDING MEMBER OF HAIR AND BEAUTY INDUSTRY CONFEDERATION IRELAND (HABIC) The Covid-19 crisis has brought a new normal for everyone and until there is something like a massproduced vaccine, social distancing is unfortunately here to stay. When salons do begin to re-open, the industry will have to learn to adapt to the challenging situation. It will be essential to actively publicise and let clients know what measures you are taking. There will be a significant surge in demand for services provided by the industry. Businesses will really need to think about the new work environment and how they can match consumer demand with any restrictions imposed. It may be wise to start thinking about teams working in different shift patterns to limit contact among employees. Online or phone Covid-19 consultations may also become an important measure of prevention. An initial call to ensure the client is feeling well and has no symptoms before they arrive at the salon may be required in the initial returnto-work phase. Additionally, keeping detailed records of all people entering the premises may be required to facilitate contact tracing in the event of a further outbreak. There will be increased emphasis on cleaning and disinfecting, too. Habic actively encourages all businesses to use this time wisely to review the business, develop a business continuity plan, and start to work towards a clear plan that can be implemented upon reopening. Covid-19 has given you an opportunity to pause, reflect, adjust and focus on what is important in your life and what you want to carry forward with you.
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06/05/2020 14:43
IN ASSOCIATION WITH
r y d n Exte y t i r a l u p
Creative direction and storytelling by Alessandro Molinari and Elisa Barbieri, photography by Alessandro Molinari, artistic direction by Rossano Ferretti for Great Lengths
EXTENSIONS
MING TO BOOST THEIR AI NS LO SA R FO S NG T? E TAKI OPPORTUNITY TO DRIV YOU’RE OFFERING THE BEST ON THE MARKE E TH R FE OF NS IO NS EXTE SURE WN. HOW CAN YOU EN DO CK LO R TE AF E M CO IN HAIR EXTENSIONS ARE popular with clients due to the fact they offer wide, varied and instant results, and they’re popular with stylists because not only are they fun and creative to use, they can also be highly profitable. In fact, research by Fragrance Direct found that learning how to fit and remove hair extensions provided the quickest route to profitability in beauty services. They have the cheapest training costs, averaging just £194 (€222), and the lowest start-up costs. Choosing the right options depends on your clientele and what you want to offer in terms of cost, application and finish. It all has to complement your salon’s ethos, too. Before choosing, there are many different aspects to consider. For instance:
EDUCATION
What sort of support will you be offered in terms of teaching? What is the post-education support available, such as marketing materials or troubleshooting?
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QUALITY OF HAIR
It’s probably the biggest factor when selecting which brand to work with. Do you know where the hair is coming from? You and your clients should be safe in the knowledge that any hair you use is 100 per cent traceable, 100 per cent ethical, and 100 per cent human.
APPLICATION
There are so many extensions to choose from and of course they all depend on what your client wants to achieve. The options of pretaped, weave, pre-bonded, and micro link all have their merits and most brands will offer options in every application variety. Be sure to take into consideration the amount of staff training you’ll need. The responsibility of providing the best possible products for your clients can be overwhelming. These two top extensions experts share how extensions have impacted their businesses… CREATIVE HEAD IRELAND
06/05/2020 15:14
Amy Shanahan AMY MICHELLE HAIRDRESSING, CORK
“Extensions can be a huge source of income for your business. Imagine you have a stylist doing three full heads a week. That’s only eight or nine hours – a day’s work – and you can potentially make €600 to €900 each week, depending on which brand you use, and that’s just one stylist! “More and more clients are looking for hair extensions because there are lots of different types and financial options to choose from. You don’t have to get the long flowing locks – and they are also not just for young people anymore. “Clients are always looking for advice, saying “I want the front to grow,” “my hair only grows to a certain length,” “I’m getting married but I don’t have enough hair for the style I want,” and “I’d like highlights, but I don’t want any damage.” This makes marketing hair extensions easy, as they can add a stronger line into a haircut, disguise broken pieces around the face or help hair feel voluptuous after having a baby. They are also great for wedding upstyles, giving more options for the big day. “For clients who suffer from fine, limp hair – such as those with a thyroid issue, menopause, or chemotherapy – extensions can add a little bit of oomph they may need. I mainly do fillers and half heads and I use tape and pre-bonded hair. I love adding thickness because it changes the way people look at themselves. Just seeing that smile at the end makes it all worthwhile. If you aren’t offering these solutions in your salon then you’re missing out.”
Sheila Burke COWBOYS & ANGELS, DUBLIN
“We believe the secret to a great look is simply being true yourself and enhancing what you naturally already have. The current developments on social distancing and lockdowns have left us all in a situation where we get to spend some time with ourselves, allowing us to reconsider who we are and how we want to be in the world. When we re-open Cowboys & Angels, we look forward to being able to assist our clients in manifesting this new version of themselves, which can be done easily with hair extensions in as little as one hour. “The misconception is that hair extensions are only for creating long, cascading looks. While we love seeing these dramatic transformations, more and more clients come to us with hair that is thinning or feeling a bit lacklustre and we only need to apply very few extenstions to add volume and create a big difference, all the while looking completely natural. As Great Lengths offers more than 80 different colour shades, the extensions can seamlessly blend with hair without anyone even knowing. “Some clients are moving from younger versions of themselves to a more sophisticated look, some are looking for ways to rekindle their youth, and others are seeking to restore lost confidence. Wherever they are in their story, we exist to help them find a way to be uplifted.”
CREATIVE HEAD IRELAND
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06/05/2020 14:45
THE GREAT ITALIAN JOURNEY PALERMO
To find out how you can become a Great Lengths certified stylist, speak to our team on +353 (0) 151 341 53 and start your journey. www.greatlengths.com/ie
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CREATIVE HEAD IRELAND
05/05/2020 12:25
In this hazy dreamscape from Kollektivet Kai, hair benefits from a playful touch, paired with a fashion and beauty story that invites you through the looking glass… PHOTOGRAPHY BY NINJA HANNA CREATIVE HEAD IRELAND
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05/05/2020 12:25
This page – left, shirt: Our Legacy. Knit: Uniqlo. Stockings: Happy Socks. This page – right, Shirt: Hope. Knit: Uniqlo. Opposite page, left – sweater: Our Legacy. Trousers: Hope. Boots: COS. Earrings: Ioaku. Opposite page – right, hair clip: Ia Bon. T-shirt: Ida Klamborn. Trousers: COS. Stilettos: Notion of Form
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05/05/2020 12:25
HAIR Kollektivet Kai – Annie Ankervik, Sofia Geideby, Josefin Gligic, Hillewi Gottfridsson). STYLING Anna Sundelin. MAKE-UP Pari Damani @AGENT BAUER. MODELS Cassandra, Adiam, Edvarda @MIKAs
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CREATIVE HEAD IRELAND
05/05/2020 12:26
One to another Created and shot individually to form a fusion of different finishes, Unicus from the STIL Creative Team is inspired by unique and original fashion styles PHOTOGRAPHY BY ALEX BARRON-HOUGH CREATIVE HEAD IRELAND
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05/05/2020 12:26
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05/05/2020 12:31
HAIR The STIL Creative Team. MAKE-UP Katie Moore. STYLING Jamie Russell
All smiles with some of my #SKPCollective fa mily @danm ewiesh air @choppycut10
But first… coffee! Always on bran d @schwa rzkopfp rouk
Keep your minds fresh and eyes on the prize! #stayathome #staycreative
In the
Short but sweet for my wonde rful client @mym ooandroo
frame
As cool as ice – someti mes a little close-u p is needed!
#SKPCollective team member and stylist at Lynda Maher Hair Studio, Alix Maher (@alixmaher_ creativecolour) snaps away SHOOT AND SEND Want to give us a snapshot of your world? Tweet us at @creativeheadmag now!
#ThrowBack to workin g with one of my all-tim e hair heroes @tylerj ohnston hair
BTS shootin g with @foreve runique official – forever one of my fave looks! 50
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Girls on film: #TB to filming days with my #SKP fa mily
Be ing 5’2” is great cra ic. I wa s on my tiptoe s all da y on set!
Loved workin g on this weddin g shoot for @flowe rs-by-dawn-keitley CREATIVE HEAD IRELAND
05/05/2020 13:43