Outliers Issue 4 2020

Issue 04/2020

Outliers THE

The innovators and salons disrupting the status quo 001 Outliers_Issue4_Cover_GW8.indd All Pages

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All rights reserved. 2020

@ellahopem

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CONTENTS

Outliers THE

Valentino A/W20, courtesy of Redken

Contents

Definition: person(s) differing from all other members of a particular group or set

Hello

IT’S A NEW SEASON in a new decade; time to refresh what you’re doing as a business. The Outliers shines a light on the rebels and renegades pushing boundaries and doing things differently. There’s never been a better time to take a step back and re-evaluate how you’re approaching business with a pair of fresh eyes. You might be surprised by what you see. Maybe it’s time for you to reassess your customer journey, your staff development, or the way you display your retail. Inside this issue, you’ll meet salon owners who have grappled with all this and more, and all with one common denominator – that drive to step outside the box, to be a business that delights.

We think you’ll find something to be inspired by…

Amanda Nottage – Editor

04 Homes of the brave

These Scottish salons are emerging as next-level beauty destinations

10 A new view

How two leading UK hair stars made their latest salon offering irresistible

14 Perfection, engineered

The Radio London Artistic Team explores the artistic approach

24 A new chapter

Rejuvenate your salon journey to give your team and clients a fresh start

36 It’s all for you

These salons are boosting their teams to ensure an excellent client experience

42 Get seen on the feed

Leo Bancroft

The @redken Instagram account is your ticket to stardom

EDITOR Amanda Nottage DEPUTY EDITOR Deborah Murtha WRITER Anna Samson ART Graeme White CHIEF SUB EDITOR Adam Wood DIGITAL DESIGNER Eva Vestmann DIGITAL ASSISTANT Kelsey Dring ONLINE AND DIGITAL EDITOR Alison Rowley SPECIAL PROJECTS MANAGER Jenny Brooks SPECIAL PROJECTS DIRECTOR Joanna Andersen COMMERCIAL EDITOR Eve Wagstaff PUBLISHER Catherine Handcock Supplement produced in association with Redken. Cover images courtesy of Hikaru Funnell @Capture Collect, Cian Mackenzie @TAKT Media, Connor Mulligan, Radio London, Redken, Harvey Williams-Fairley @Capture Collect

Creative HEAD, 21 The Timberyard, Drysdale Street, London, N1 6ND 020 7324 7540 enquiries@alfol.co.uk The Outliers is a supplement of Creative HEAD, which is published by Alfol Ltd. Creative HEAD is a registered trademark. No part of this supplement may be reproduced without prior permission of the publisher. All information correct at time of going to press. It is the responsibility of contributors submitting imagery and materials to ensure these are cleared for publication.

Printing by Buxton Press, Environmental Printer of the Year and Printing Company of the Year.

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brave

Homes of the

Mesart

THE MOST SUCCESSFUL salons offer much more than just cuts and colour, and Mesart in Glasgow is no exception. With two salons already under his belt, owner Stuart Whitelaw is opening what he calls the first Glasgow ‘super salon’. This space will offer a lifestyleorientated antidote to the traditional salon, which clients can treat as a home away from home.

“We want our clients to be able to enjoy that small bit of time they get to themselves when they have their hair done and not feel like they have to travel to different locations for different services,” explains Stuart. “We are bringing local brands into our space as pop-ups, offering nails and brows to go alongside all things hair. We have an amazing communal space for people to chill out during their visit and we have designed our mirrors on a pulley system, which allows us to take them away.”

The super salon will grow even further over the coming months, with Stuart planning to expand the space and work with like-minded businesses. “We have a lower level to the salon that we will focus on developing next year as well as discussing opportunities to work with local brands,” he explains. “Until we are ready to do that we will be offering the space to rent for local events to encourage local businesses to collaborate and help each other.”

Photography by Cian Mackenzie @TAKT Media

Focus north and you can’t help but notice how Scotland is emerging as a hub for some of the most progressive salons in the industry. Could it be the home of the new next-level beauty destination? Meet the bravehearts disrupting the image of the high street salon

Glasgow @mesarthair

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“We want to encourage local businesses to collaborate and help each other�

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HOMES OF THE BRAVE

“We knew that in order to keep the brand as strong as possible, we would initially need to relocate some team members�

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HOMES OF THE BRAVE

Chapter One Hair Spa Edinburgh @chapteronehairspa

Photography by Connor Mulligan

PUSHING FORWARD is the natural state for owners of Chapter One Hair Spa, Paul Bertram and Natalie Hamilton. With two salons in Edinburgh already and no plans to slow down, the duo recently decided to take the plunge and open a third.

“After taking on new team members and extending the Eskbank salon opening times to 12 hours a day, it felt right that the next step should be to open our next salon – number three,” says Paul. “This way we could keep up with client demand but also ensure team members have opportunities for growth.”

This team has been key to making the salon expansion a success, as team members’ flexibility and drive enabled Paul and Natalie to replicate the Chapter One salon culture at the new location in Haddington.

“We knew from the start that in order to keep the Chapter One Hair Spa brand as strong and as authentic as possible, we would initially need to relocate some team members from our previous salons into our new one. Those who decided to make the move would be able to build clientele quickly and demonstrate all the values we hold to new team members.”

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HOMES OF THE BRAVE

Baxter South Glasgow @baxtersalon

Photography by Cian Mackenzie @TAKT Media

FOR JACK BAXTER, who unveiled Baxter South in 2019, the main appeal of opening his own salon was the freedom. From the hours he works to the flexibility of combining the salon with session work, everything he does is on his own terms.

“The environment you work in has a massive impact on creativity and happiness,” he explains.

“I wanted to create a place where I felt comfortable to do my best work with my clients, whose schedules are not necessarily nine to five. The opportunity for the space came up and everything seemed to fall into place.

It felt liberating.”

This modern space is filled with plants and plenty of natural wood, giving it a calm, snug vibe. “When it came to the interiors, I had a lot of help along the way from friends in the know – being a smaller space I didn’t want it to feel tightly packed. It’s a comfortable place to spend time. We tried to keep all the lighting balanced throughout so it was better for taking pictures – which is great for influencers.”

The fashion-forward Redken spirit was perfect for Baxter South, where Jack creates hair that would look as at home on the runway as the streets of Glasgow. “The past two years I’ve worked with Redken and the support and network has been unfathomable. I mean a shoot with Rankin – does it get any better than that?”

Another important relationship for Jack is with influencer and make-up artist Jamie Genevieve. They’ve worked together for a number of years, creating looks and growing their social media followings in the process.

“Both coming from Glasgow we have a similar sense of humour and get on well as friends,” Jack says. “It has been incredible to watch her journey and I’m grateful to her for taking me along with her. It is so great that she loves to push the boundaries with style and loves to transform her hair.”

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HOMES OF THE BRAVE

“The support has been unfathomable. I mean, a shoot with Rankin – does it get any better than that?”

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A new view

Whether opening a second location or revamping your original space, getting a salon’s look and design concept on-brand is essential, to ensure clients want to spend their time there… and share it on social media. This is how two of the UK’s leading hair stars made their salons irresistible

Harvey Williams-Fairley @Capture Collect

Larry King Salon @larrykinghair OVER IN WEST LONDON, there’s a fresh buzz around Notting Hill. There in a stunning mews location is a new salon from Larry King – UK Redken brand ambassador and favourite of beauty editors everywhere. It’s his second venture, just a couple of years after he unveiled his South Kensington bolthole, one of the most-talked about openings in recent memory. “The salon’s really busy. Like really, really busy,” explains Larry of his first space. “It was a case of looking at my assistants and seeing them wonder: ‘Where is there a place for me?’”

What happened next was fate. Larry was approached by an existing salon in Notting Hill, wanting to know if he was interested in taking over its lease. “It was just perfect,” he smiles, citing his A-List neighbours (the Westbourne Grove set of Sandro, Daylesford Organic, even Gary Barlow’s recording studio is next door). Once again, Larry’s wife Laura took on the design concept (she’s the driving force behind much of the aesthetic). “We always look for it to be quite cool and relaxed, to live our ethos of ‘social life for your hair’ and to improve the business.”

That social side is something Larry does so well – his original salon is a beacon for ’grammable looks – and with his second outpost there’s a key focal point that the influencers (and regular clients) just can’t get enough of: the hood dryers. “We’re hashtagging ‘you in the hood’,” laughs Larry. “And they work!”

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“We always look for it to be cool and relaxed, to live our ethos of ‘social life for your hair’”

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Leo Bancroft @leobancroftsalon SINCE OPENING ITS DOORS 15 years ago, the Leo Bancroft salon has strived to offer an exclusive service in a unique salon environment set across a townhouse. “I want to prove you can have a Londonesque salon anywhere in the country” says founder Leo, who first made the offer on the Weybridge space the day his son was born. “Over the years it’s doubled in size. I like that it has been done bit by bit – it’s important for clients to see that things are changing.”

With the client experience always at the forefront of Leo’s mind, he opted for a space that includes a greenery wall that tips a hat to that organic, natural interest, and spacious styling pods to relax and unwind in. “The pod is the ultimate styling section.

It’s double the size of an average styling station, they’re basically like dressing tables,” Leo explains.

As well as considering client needs, the space has also been created for hairdressers. “I love it all but it’s all about the people at the end of the day.”

And it’s with all this in mind that he chose a brand to support him. “Redken has been so supportive of my business and has really helped with the build and growth. This salon represents everything I’ve learnt about hairdressing in the past 15 years,” he adds.

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“I want to prove you can have a London-esque salon anywhere in the country�

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Dive into this cobalt blue frame with a base of Redken HD Resolution 5.01 and 6.81, with a smattering of Redken City Beats Broadway Blue and a dash of East Village Violet, all finished with flair thanks to Redken Fashion Work 12

An exploration of an artistic approach to cutting and an editorial position on colour, RADIO Mechanic is the latest creative collection from the RADIO London Artistic Team. Faceframing cuts and colours showcases exceptional colour technique and cut design

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RADIO LONDON

Shades EQ 010vv is layered with City Beats East Village Violet and Clear over the top for a lavender halo, on a Shades EQ base 07p 08vb. The styling uses Outshine 01 for a naturally soft, smooth finish

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RADIO LONDON

Hair by RADIO London Artistic Team, photography by Holly Whittaker, set design by JC Verona, make-up by Paris France, styling by Sara Tazor

A cocktail of City Beats Time Square Teal with a dash of Yellow Cab and East Village Violet gives us an emerald tone that’s placed on a base of HD Resolution 3.0. That texture is all thanks to Wind Blown 05

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That’s so raven, thanks to Shades EQ 01b, made into piecey perfection with Rough Clay 20

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ccollshair @meganni

@hazelskinne rhair

Gloss is boss Redken @aislingchan

Redken

@whitneys_wonderland Redken

@mariajblogs

Redken

Redken

@niamhwebborourke

The appeal for gloss is growing by the day – clients get refreshed looks, and you get more regular bookings. Here’s how to capitalise on the gloss growth

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GLOSS IS BOSS

@meganniccollshair

The number of tags for #glossyhair has shot up by 155 per cent year-on-year* Redken’s Blowdry With Benefits menu is perfectly primed to capitalise on these clients, with clearly laid-out options which would appeal to every client looking to add a fresh lease of life to their hair. “Shades EQ makes hair super-shiny, it really is the conditioning colour treatment,” says Hazel Skinner, who works across The Chapel’s portfolio of salons in London and the South East. “I don’t know any other brand that delivers the same gloss finish.”

With word spreading quickly, these gloss events and menus are adding to the interest in Shades EQ. Clients know that they can request a Shades EQ service and leave with perfected, personalised colour without a lengthy wait. “We have increased our client retention by offering simple glossing services to increase client returns and staff productivity,” explains James Horn, salon director of MD Beauty Lounge in Glasgow, who is taking advantage of the shorter turnaround times. “For the first time ever we’ve had guests contacting us about Redken and the Shades EQ collections. Using hashtags such as #glosslikeaboss and #redkenready has really helped open us up to a wider audience.”

It’s not just regular colour clients that will be intrigued by offerings of gloss services. Who’s going to say no to fabulous hair? You can ease newbies in with clear gloss added services, or tempt the colour shy with subtle tonal changes. Gloss services can breathe fresh life into over-processed hair, or help to cover the beginnings of grey easily. Quick and effective, there’s not much that a gloss can’t help with.

@justincaseysalon

*Google Analytics 2018-2019

THERE’S NO DOUBT balayage has swept the nation. It’s the service clients know to ask for – but immaculate hair painting means they need to come in less frequently, due to the way it grows out. How can you recapture this lost colour business? We have two words for you: gloss services.

Redken Shades EQ is delivering clients oodles of inspiration on a daily basis. The #ShadesEQ conversation on Instagram is rapidly approaching one million posts, inspiring clients and colourists alike with the versatility of this iconic product. Gloss events and services are the perfect route to restoring those lost hours of colour work, filling the gaps between those big balayage appointments. It’s a case of reframing the potential of colour to your clients. After all, you can’t miss the popularity of immaculate, glossy locks on social media. The number of tags for #glossyhair has shot up by 155 per cent year-on-year* as clients search for ways to live that filtered, fabulous life offline.

With the help of Redken, partner salons have begun hosting glossing events for both clients and local influencers, all designed to prove that a lengthy spell in the chair simply isn’t necessary for beautiful colour. Rob Czlapka of RCNQ in Manchester’s Northern Quarter held an event in March for this very reason. “We actually get 40 per cent of our clientele through Instagram, so working with Redken on the event was a huge opportunity.” Radio London and Voodou in Liverpool are among many salons welcoming fresh faces who are ready to experience a gloss treatment for the first time.

Justin Casey, owner of his eponymous salon in Dundalk, Co. Louth, was seeing such demand for these speedy gloss services that he created a Party Blow-Dry event, pairing a Shades EQ gloss with a blow-dry for the perfect pick-me-up or a treat with friends before a big night out. “It went down so well that it’s now on our permanent services list,” he reveals. “The return value for your clients is what’s key. Clients get to have the colour that they want, refreshed, without having to sit for hours.”

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Now, blonding services are as easy as grab, mix, and go with our innovative delivery system helping you minimize product waste whilst protecting the integrity of your clients hair. The proof is in the Pod. Launching July 2020 - just in time for blonding season. @Redken #flashliftbonderinsidepods Want to boost your blonding and bonding business? Head to Redken.co.uk or contact a Redken Business Partner at info.redken.com

ADVERTORIAL

Seniz Alkan

Neville Hair and Beauty @senizalkancolour

09GB BUTTER CREAM

“I can’t live without this shade.

It’s a go-to when working with blondes, to create the perfect creamy colour.”

Get the look Step 1: Lightening. Babylights with Flash Lift Bonder Inside and 20 vol pro oxide. Step 2: Toner. Root Melt using 09N and then 09GB as all-over toner.

THE TONES YOU NEED TO OWN

09T CHROME

“This always gives me the ash tone I need. It’s definitely the hero colour for any balayage look.”

Seniz’s top tip: “Make the most of Shades EQ by adding Crystal Clear to your formulas.

This way you can create softer, more precise shades.”

liquid Redken Shades EQ is the go-to toner for every colourist. The demi-permanent, shine, formula is perfect whether you’re refreshing colour, adding a gorgeously glossy er it’s improving the hair’s condition or correcting tone – all without lift. It’s no wond loved by more than 10 million colourists worldwide. Here, top UK colourists share their favourite Shades EQ looks and tips…

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ADVERTORIAL

Samantha Cusick

Samantha Cusick London @samanthacusicklondon

09P OPAL GLOW

“I use this for those clients who want a perfect pearl blonde.

The ones that want it cool, but not too cool, no yellow but still bright. Because it’s Shades EQ, the blonde just glows!”

Get the look Step 1: Lightening. Texture Lights with Flash Lift Bonder Inside and 30 vol pro oxide. Step 2: Toner.

09P and 09GB combined for all over toner.

Mads-Sune Lund Christensen

Megan Niccolls

Josh Wood Atelier 09N CAFE AU LAIT

“This is my go-to for a quick root shadow after highlights. Like all Shades EQ shades it blends softly to give a natural result.”

“When I think of this shade I think of the perfect biscuit blonde.

For me, it perfectly balances warm and cool tones that you just can’t create with any other brand.”

Samantha’s top tip: “The toner is the most important part of the process. The non-lift formula of Shades EQ turns even the brassiest locks into a golden mane.”

08VB VIOLET FROST

010VV LAVENDER ICE

“The VBs deliver maximum neutralisation for cool brunettes right up to iced blondes.

The black to grey background allows for longevity and controlled fade.”

Get the look Step 1: Lightening. Sun-kissed lightening with Flash Lift Bonder Inside and 20 vol pro oxide.

Step 2: Toner. Root shadow application with 09N followed by 09V and Crystal Clear throughout.

Get the look Step 1: Lightening. Back to back lightening with Flash Lift Bonder Inside and 30 vol pro oxide.

Step 2: Toner. Toner used 08VB, 09V and Crystal Clear.

09V PLATINUM ICE

09NB IRISH CRÈME

Larry King Salon

@meganniccollshair

@madssune

Harriet Muldoon

Voodou

“Platinum Ice is a hero product when you need to neutralise unwanted yellow undertones. It’s always reliable for icy blondes.”

07M DRIFTWOOD

Mads-Sune’s top tip: “There is a direct dye element to Shades EQ which may seem a little darker than expected when developing. Trust the process.

Shades EQ will deliver the promised result.”

Megan’s top tip: “08VB is the most powerful shade for neutralising orange. It’s great to use individually or even as an additive for a more neutral result.”

“The new Mattes have a shine that is unbelievable and aren’t flat at all for brunettes.”

@harrietmuldoon

“This is one of the latest shades in the Shades EQ range and I love it. It creates the ultimate platinum blonde without adding depth.”

Get the look Step 1: Lightening. Global lightening with Flash Lift Bonder Inside and 20 vol pro oxide.

Step 2: Toner. Toned all over with 010VV and Crystal Clear.

09AA PAPAYA

“This is one of my all-time favourites! I use it in my toners to give a natural warmth.”

Harriet’s top tip: “Have your clients invest in a good colour preserving shampoo such as Color Extend Magnetics to ensure that their gloss is maintained and long lasting.”

Discover how Shades EQ can shake-up how you approach colour.

To be part of a next generation-colour house, contact Redken for a bespoke colour demonstration, email info.redken@loreal.com REDKEN.CO.UK

REDKEN

REDKENUK

REDKENUKI

#SHADESEQ

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A new c Jemma Clemas, senior designer/ senior technician

Joshua Powell, executive art director/technical director

“Before I became a hairdresser I did a lot of research on the local salons. Seckingtons had loads of five-star reviews, it was always busy and had such a cool, luxe vibe. It’s well known in the area and so naturally that’s where I wanted to be. I was very lucky to be able to do all my training here. The team is like a family. Everyone is so close and it’s an incredible working environment.”

“I do a lot of education in the salon, it’s something I absolutely love. This year I have six courses booked in to learn all about Redken products, colour, techniques, and I’m really looking forward to them. I can’t wait to come back to the salon and show everyone what I’ve learnt. The best thing about working at Seckingtons is the people. We all gel really well together. We do a lot of training and focus to build confidence and keep everyone’s spirits and enthusiasm up.”

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chapter

Salons need a little rejuvenation too, whether that’s enhancing the consumer journey or investing in their teams. Meet the businesses writing a new chapter…

Seckingtons @seckingtonsnorthampton @seckingtonsmk SECKINGTONS’ FLAGSHIP Northampton salon opened in 2009. Eight years later, owner Johnny Seckington took the step to open a second site in nearby Milton Keynes. Coming to a new town, Seckingtons had to start again, creating a new salon family ethos, with education and training of the team at the forefront. “Our salons offer a fabulous guest journey. We really want to build a culture where it’s not just about the hair but the experience,” says Johnny. So what makes Seckingtons so special?

Johnny Seckington, founder

“I’m so proud of what myself and the team have achieved in Northampton and Milton Keynes.

When we started there were only three of us but now there are more than 40 members of staff across two salons. We’ve built a culture where it’s not just about the hair but the whole experience is a complete luxury. We decided to introduce Redken because we wanted to offer multiple brands to cater for everyone, plus the colour is incredible. Doing so has created a real buzz within the team as everyone is excited to try something new and learn. ”

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A NEW CHAPTER

“Clients want more for their money and have higher expectations than they had 20 years ago” 26

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A NEW CHAPTER

Stone Hairdressing, Canterbury @stone_hairdressing AT STONE HAIRDRESSING every appointment is a journey, thanks to the salon’s recent Salon Emotion makeover. “After speaking to Redken about my upcoming refit I knew a Salon Emotion design would be perfect,” says owner Lea Walters. “I love the idea of a separate consultation area and a community table where clients can relax while their colour develops. I felt it was time for a change and wanted the experience to be unique. The response has been great; the team love it, as do our clients.”

Creating space for successful retail sales was also important to Lea, especially when consumers are increasingly turning towards the internet to buy their products. The new salon layout creates an area for these discussions and provides all the information clients need. Change is inevitable – the important thing is to embrace it and help your salon grow, rather than fight it. “Clients want more for their money and have higher expectations than they had 20 years ago,” she adds. “The challenge now is to keep the salon evolving.”

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A NEW CHAPTER

Strands, Fareham @strandshairdressing INVESTING IN A REFIT can seem like a daunting prospect for an established salon. What if clients hate it? What if the team hates it? What if everyone hates it? After seeing her son Billy Fry launch a new salon, Pauline Howe decided it was time to give her longrunning salons a facelift. “Seeing my son’s new salon made me realise just how sad and tired mine were,” admits Pauline. Strands creative director Danielle Carrier put together a mood board full of gorgeous ideas. “We went through everything and I completely fell in love with the plans,” says Pauline. “She combined comfortable and quirky – I would never have thought of the design or been brave enough to suggest the colours she chose. Clients have been blown away and it’s been such a positive way to start the new decade.”

Retail can be difficult for lots of salons, and Pauline admits she’s constantly pushing. “Redken supports us with training and once a week we dedicate a morning to education when our Redken Business Partner visits.

It’s made a massive difference.”

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A NEW CHAPTER

“It’s been such a positive way to start the new decade” 29

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Damage nations

Hair damage is at the forefront of clients’ minds, whether from chemical, lightening or heat tools. Redken Extreme has been keeping hair strong for decades, and its latest launches continue that legacy Of 24.6m adult women in the UK, one in three has a hair damage concern1

Paula Kent

REAL RESULTS NEED to be based in real science.

Redken has been focused on nailing the most effective scientific formulations, particularly the importance of pH balance, since the brand’s inception. Investing in the in-depth science of haircare and colour, both in the salon and at home, revolutionised the professional hair industry and has made a difference to millions of clients’ hair worldwide.

Of 24.6m adult women who visit salons in the UK, one in three is concerned with hair damage.1

Meet some of the original Extreme Haircare heroes, saving the tresses of a damage nation!

Play Safe: A fortifying 3-in-1 hair treatment that protects damaged locks from heat up to 230°C Anti-Snap: Enriched with strengthening Ceramide and an Interlock Protein Network, the leave-in treatment effectively smoothes the cuticle while protecting against daily stresses Cat: Redken's patented taurine technology and cationic proteins reconstruct and fortify damaged hair

From in-salon treatments to home care products, there is a huge market to be tapped into, with clients ready to spend serious money to restore the quality and condition to their hair.

UV, chemical, lightening, heat styling – there are so many concerns to address. Redken founder Paula Kent knew all about damage, thanks to the constant bleaching and teasing to her hair in her previous career as an actress. She was left with baby-fine hair, sensitive skin, and plenty of frustration. That’s why she founded Redken along with her hairdresser, Jheri Redding, to focus on the science of haircare and create genuine solutions founded in science.

Redken was the first professional brand to focus on harnessing protein technology to rebuild damaged strands, with a spotlight on a pH level that was complementary to the natural pH of hair and skin.

Redken Extreme haircare launched in the ’80s and was an immediate, award-winning hit.

Forty years later, Extreme continues to rescue hair on a daily basis as one of the best-selling professional haircare ranges nationwide, and it's about to get bigger…

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ADVERTORIAL

Extreme Bleach Recovery

Lighten up

Long and strong

Damage can break the hearts of clients who dream of tumbling long lengths, where split ends and breakage seem to be a continuous cycle. That all changes with the new Extreme Length hair regimen, launching 1 April. Infused with biotin, castor oil and soy proteins, this product trio has been shown to help encourage up to six inches of growth in one year.2 Consumers recognise biotin as a key ingredient for hair growth – searches for biotin supplements rose 53 per cent year on year, as did searches for biotin shampoo. Castor oil is enjoying similar popularity, with searches up 300 per cent.3 This three-step care routine of shampoo, conditioner and leave-in treatment for split ends helps to fortify and strengthen hair for up to 81 per cent less breakage than before use and improves look of split ends by 78 per cent.2 It’s the perfect at-home system between appointments for those who are seeking healthier, stronger hair from root to tip. Don’t cut short client’s dreams of longer locks – send them home with Extreme Length and keep hair enhanced with Redken’s protein-rich formulations.

Searches for ‘ingredients for hair growth’ have risen 300 per cent year on year3

Lightening remains the number one salon colour choice, accounting for a reported 77 per cent of colour services.4 But going for gold takes its toll, with repeated bleaching and lightening inevitably damaging the hair structure and leaving hair brittle.

Clients in search of that ultimate light look are in need of specialist care products to cater for the extreme effects of continued lightening. Clients are turning to Google, with searches for “best shampoo for damaged bleached hair” increasing 170 per cent.3 Redken Extreme Bleach Recovery offers intense blondes tailored care for their fragile hair. The first gentle, reparative range to help build up hair’s resilience to lightening agents, it’s the perfect partner for clients who are on the journey to their dream blonde.

Featuring a game-changing Lamellar Treatment based on breakthrough K-Beauty technology, it’s the ultimate liquid protection that creates a second cuticle effect that adheres to the hair, instantly fixing porosity to increase manageability and glossiness.

1.Haircare U&A 2018/LF data 2.System as tested versus non-conditioning shampoo. 3.Google trends, past five years.

4.Netbase (Hair 2019) “YTD share of haircolor voice (by number of posts)”

Arriving June 2020!

Discover scientific solutions for your clients’ damage concerns with the Redken Extreme ranges. Join the Tribe today – email info.redken@loreal.com for more information REDKEN.CO.UK

REDKEN

REDKENUK

REDKENUKI

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GOULD BARBERS

The business that barbers built Gould Barbers @gouldbarbers “WE’VE GONE FROM THREE barber shops to 34 within two years,” enthuses Darran Gould, co-owner of family-run business, Gould Barbers.

A year after launching their flagship salon and academy in Kings Lynn, Norfolk, Darran and his brother Leigh were approached by Tesco with a plan to take their name across the country. “In 2017 we opened seven barber shops in Tesco stores in 10 weeks,” says Darran.

“It was crazy but fantastic. The following year we had a goal of opening 13 in 13 weeks, which we smashed.”

Such rapid expansion was possible thanks to the partnership with the supermarket giant, but the space is only one aspect of the equation. It’s a testament to Goulds’ fantastic training and stellar reputation that it has been able to attract talented staff to fill and run the shops, proof that a strong concept with clear business principles is a winning formula.

“It’s been hard work but we’ve learnt a lot along the way,” says Darran. “We had to be completely disciplined about what each site was going to look like and plan our time to oversee the development. That meant having trusted members of the team to run the shops while we were away.”

Goulds can now be found in 33 large Tesco Extras and Superstores, which means they are accessible to everyone – something Darran and the team pride themselves on. “It’s so important to be able to cater for all different types of people. I think that’s why the demand to have a barber shop in supermarkets has exploded. Lots of people are time-poor so if they can grab something to eat on their lunch break, and get a quick trim at the same place it makes sense. There’s a constant footfall and it’s never quiet.”

Darran and Leigh are clearly no strangers to choosing partners that strengthen their brand, which is why they chose to stock Redken Brews: “We felt Redken Brews complements our shop beautifully, in terms of aesthetics and being a complete, compact male grooming range.”

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Some kind of

wonderful Images courtesy of James Cochrane, Redken

Sacai

Versace

From austere and futuristic to a retro take on conservative, Redken global creative director Guido Palau shares city by city highlights of Fashion Week A/W20

“A lot of designers want natural hair but don’t want it to move too much on the runway. For a more rich version of natural, I layer with Redken Triple Take 32 hairspray underneath but not on the top layer, so it looks more natural but doesn’t move” Guido Palau

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13/03/2020 16:27

New York, Coach

London, Christopher Kane

“I enjoyed this show because Debbie Harry was singing! I found inspiration from the ’80s movie The Breakfast Club, where the girls had almost normal hair. I was looking at curls and the fringes, so we put a lot of that in the show, using Redken Wind Blow Texturizing Spray for volume at the root.”

“It’s not a ‘get out’ to do natural hair; there’s often a blow-dry involved, a curling iron, products to take away frizz and make hair look its best. Here, it was about the centre-parting. It’s almost like the new rich blow-out, using Redken Extreme Play Safe. We’re not talking about a natural finish that’s just off the street.”

Milan, Prada

Paris, Alexander McQueen

“I loved Prada, it was a new take on straight hair. I used extensions on all the models to take away layers, and then I cut it bluntly. It was very graphic, extremely straight hair and the top of the hair was all blown back, a very firm blow-dry with Triple Take 32 Hairspray for hold. It was quite austere.”

“This involved a head wrap with bright red hair extensions coloured

by Josh Wood [Redken global color creativity director]. It almost looks like a ’50s shape, sculpted and lacquered with Triple Take 32, but with the red panels of colour incorporated in it. The red feels dangerous and slightly punky but in a couture, McQueen way.”

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for you It’s all

To deliver an excellent experience to their clients, these salons ensure their teams are at the forefront of the latest trends and techniques through education, and remain inspired through savvy collaborations. Discover what makes them stay one step ahead

Julie Pritchard

Hertford Hair, Hertford

@hertford_hair

“Giving clients beautiful, healthy hair is so important – I want to know I’m offering the best haircare available in Hertford. My clients will travel miles for their appointments, so using high quality ingredients, technology and providing the best possible training for my staff is crucial. When I opened in 2012, I wanted to make sure that what I was offering in terms of service, product and atmosphere was different to what was already available. When I first started hairdressing in the ‘80s, I immediately fell in love with Redken because it has always been one step above with its science and innovation.”

Rachel Barette and Rebecca Pirouet Sorella, Jersey

@sorellajsy

“Sorella means sisters and that’s how we feel about our team members, with our clients also being very much part of the extended family. The family atmosphere has always been important – we first joined the family business as Saturday girls and became directors 10 years ago. Our mum (who is also a hairdresser) has now retired, but it was her who first introduced us to Redken. We’ve genuinely never used another brand on our own hair since. When we became directors, we introduced the colour range to become a real destination for colour in the area, to pair with the existing style range. Our loyalty to the Redken Tribe remains strong – our clients are part of our tribe and we’re a part of Redken’s.”

“Our clients are very much a part of the extended family”

“My clients will travel miles for their appointments, so using high quality ingredients, technology and providing the best possible training for my staff is crucial”

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Jessica Caine

Blue Hair Studio, Totnes

@blue_hair_studio_new

“Being more environmentally friendly is very important to us at the Studio. We’re continually focusing on new ingredients and formulations in the products we offer to better both the salon experience and us as individual stylists. Having worked in the industry for many years, our team have tried various colour brands and products, but we always come back to Redken. The brand is always helping our team to further their knowledge and confidence with new techniques and training.

We currently have two members of staff training to be brand ambassadors – one in colour and one in social media – to really broaden the skillset of our team. We’ve been able to meet some amazing industry stars to inspire us even more.

Last year alone we met some of our idols: Josh Wood, Samantha Cusick and Lee Stafford, it’s a real privilege.”

Marcus Wright

Mack, Chelmsford @mackhairdressing “The retail side to a salon business can be difficult.

Selling products doesn’t come easily for many stylists, but the secret is education. Training and education are key to how well my team performs, so when a new retail product is released, we ensure everyone has the knowledge they need to recommend the right product to the right client. We play games and have incentives to make retail fun and encourage healthy competition. And the team never stops learning, especially when it comes to the world of social media, which feels like a whole new challenge. We should have started on this a long time ago, but everything is a learning curve. We now use this platform to showcase new products and how to use them. With so many innovative formulas and a broad variety of products to prescribe, I really feel the team is standing out from the high street crowd by offering a service tailored to every client who walks through our doors.”

“We play games and have incentives to make retail fun”

“We’ve met some amazing industry stars. Last year alone we met some of our idols: Josh Wood, Samantha Cusick and Lee Stafford”

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Pasha Streather and Matthew Middleton

Sue Harrison

M and M Hair, Leicester

Harrisons Hair Team, Ashford

@mandmhairofficial

@harrisonshairt

“We love being able to offer our guests the very latest in professional hair care and colour. Having Redken’s pH Bonder to add to our toolkit has taken colour to the next level. Staying ahead with technology to ensure that we can offer our guests the best products to use at home is very important, as this means their hair will look as good as when they leave the salon. The industry moves so we fast, but we pride ourselves on offering continued education for all our team. We all enjoy attending courses to keep adding to our skillset, while ensuring we offer a unique salon experience at all times. Having used Redken for many years, the salon is always able to stay ahead of the game, especially with colour.”

“Our aim is to deliver outstanding quality to our clients every single day”

“We’re continually looking to move our business forward in many ways – from staff training to product knowledge and salon business. Our aim is to deliver outstanding quality to our clients every single day. We want to be a salon that is known for delivering superior hair colour and styling, with the perfect homecare products for clients to take away with them. It’s a no-brainer, no-one offers the recognition of quality that Redken does. We want to stay as on-trend as possible within the industry, to offer our clients something new. Working together for the past 25 years has been fantastic.”

“Staying ahead with technology to ensure that we can offer our guests the best products to use at home is very important” 38

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Spotlight on…

As he preps for some big future plans, Paul Percival reflects on the pivotal moments in his past that have brought him to leading the Percy & Reed brand

Paul Percival

Percy & Reed @percyandreed On getting started…

“I was originally doing carpentry as an apprentice and I really enjoyed it. But there was a recession, and there was no work for skilled labour. My mum was at a salon and heard they needed help. I got an apprenticeship, and after two weeks at the salon, I realised I loved it…”

On working with session legend Eugene Souleiman…

“Eugene opened up a whole new world. I spent time with Pat McGrath, Edward Enninful and working with names such as Kylie and Björk. I signed to Streeters agency aged 21, I was flying to LA, earning good money and no time to spend it. I was living my best life, I didn’t know just how good it was then!”

On specialising in music…

“When you really sign up to music, you become part of the entourage. It’s great to be part of the journey, very exciting. I worked with the Spice Girls, Sugababes, Will Young, Cheryl, and I still work with some of them today. I really love it.”

On taking Percy & Reed forward…

“There’s no way I could do it if I didn’t have people who were dedicated and smart enough to be able to operate without too much guidance. Making sure that you have people supporting everything is key. I’m always on the phone, that’s the reality. It’s how I balance session and the salon.”

On partnering with Redken…

Photography by Amy Cooke

“I don’t think I’ve ever had such a reaction from the team about something as when I said we were choosing Redken. They’re desperate to get their hands on Shades EQ. It’s an exciting time for the Redken brand too right now, the timing is perfect!”

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“I’m always on the phone, that’s the reality. It’s how I balance session and the salon”

19/03/2020 11:57

Mesart

Seckingtons

Baxter South

Larry King Salon

Inspire the change

Growing your business takes more than just having the right products and services – you need a strong support network and savvy business solutions that will make your life that little bit easier. Here’s how you can inspire real change...

ALIGNING WITH A BRAND is a big commitment; it’s so much more than simply stocking your shelves. Redken’s multiple levels of business support have been carefully tailored to help you feel supported in all the ways that matter most, from education to advice on growth. We look at three initiatives designed to take your business to new heights.

Savvy shopping

Redken is revolutionising the way you manage your stock when it launches on the L’Oréal Partner Shop on 1 April. It’s your one-stop shop for everything you love from Redken. In the fast-paced salon environment, you can keep moving smoothly with 24/7 access to the full portfolio of products.

A seamless shopping experience awaits with L’Oréal Partner Shop, no matter what device you choose to use. The intuitive search tools can find what you need in seconds, and you can set out-ofstock notifications and a favourites list to keep your cupboard fully stocked with ease. You can even ascribe different access rights to multiple users so anyone you choose in your team can help you keep track of stock. Simply shop, set your delivery date, and enjoy an optimised online shopping experience with you at the helm.

Inspire change in your salon with even more business support from your L’Oréal Business Partners. With more time to build meaningful relationships with you, these partners take on a truly consultative role to help you take your business to new heights.

● Quick, simple, effective ● 24/7 online access from any device ● Next day delivery ● Optimised search ● One-click reorder functionality

● Create multiple users with different access rights

Want to start ordering from L’Oréal Partner Shop? Contact your Redken Business Partner or email info.redken@loreal.com for more information 40

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ADVERTORIAL

Get emotional

Times are tough on the high street – the average attention span of people has dropped markedly, which means you need to do everything you can to stand out. Salon Emotion is L’Oréal Professional Products Division’s top-to-toe business support structure. Take your salon experience up a gear with this exclusive seven-step programme, which teaches you how to break down the client journey and see it with fresh eyes.

From the moment the client walks through your door, to the moment they

leave, the Salon Emotion team works to enhance every aspect of your client experience and provides foolproof solutions to boosting your business.

Salon Emotion is all about reminding you what the perfect salon experience feels like. Create a conversation with interactive products, encourage sales with targeted sampling, and culture an environment that clients want to spend more time – and money – inside.

Step out of the box and see the potential of this programme to elevate the client experience and drive loyalty.

Mesart

l Inclusive seven-step programme l Reassess everything from window displays to services and retail l Elevate your salon experience l Top-to-toe business support Ask your Redken Business Partner for details on how to book your place on the Salon Emotion Roadshow 2020!

Access all areas

Education is at the heart of everything that Redken does, both on and offline. Get the most out of being a part of the Redken Tribe with L’Oréal Access.

Dedicated to developing beauty professionals, L’Oréal Access is an online platform available to all 24/7. Providing you with education at your fingertips on your mobile device, tablet or desktop, L’Oréal Access is the only learning hub you will ever need. Book your Redken course at one of its academies, engage in a learning module, or watch inspirational videos. Access allows you to learn at your own pace, from any location.

Sign up at lorealaccess.com to see how you can upgrade your skillset and push your business to the next level.

l Education and inspiration at your fingertips l Quickly find and book courses

l Available 24/7 – learn from your own home, in your own time

Become a part of the Redken Tribe and discover what you can achieve together.

For more information contact info.redken@loreal.com REDKEN.CO.UK

REDKEN

REDKENUK

REDKENUKI

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1M

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GET SEEN ON THE FEED Appearing on the @redken Instagram account puts your skills in front of one million hair obsessives around the globe. Here’s how to get featured…

Focus on your audience

against a simple backdrop. Take before and after photos to really show off the transformation, as this is what the @redken audience engages with the most.

Remember the @redken account is geared towards your fellow professionals. This means that to even be considered for a regram, your upload needs to have an education component. Make sure you cover the ‘how’ and ‘why’ of the final look you produce, as well as showing off your talent.

Get illuminated

Lighting is key to a great quality post, so opt for a ring light or natural daylight to accurately capture tones, and complement great colour with a clean finish.

Find the theme

If you find yourself searching for inspiration, Redken provides monthly content themes that it encourages its Instagram followers to focus on. These themes – such as ‘celebrating grey’ or ‘colour corrections’ – are driven by the latest trends and industry insights.

Say no to the filter

Take an image that isn’t pixelated or blurry and keep editing to a minimum – this is not the time for filters!

After catching the attention of @redken, you could even find yourself on Redken’s radar for future events.

Get #RedkenReady and get posting!

Compose your picture

You need to ensure the finished post looks the part. If you’re taking a photo, focus on clear, static, posed shots

Check out 14 socially savvy videos now on lorealaccess.com/uk and take your social media game to the next level

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Do things differently

Baxter South

The world is changing. Education is your route to staying ahead, and courses need to constantly evolve to continue to inspire and excite. These new Redken courses are proving how education can be done differently‌

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@jamiegenevieve

ADVERTORIAL

UNDER THE INFLUENCE HOSTED BY CREATIVE HEAD

RUNWAY TO REALITY

Jack Baxter

@jackbaxter

Samantha Cusick

@samanthacusicklondon

Mads-Sune Lund Christensen

STRICTLY SOCIAL

@madssune

Melanie Smith

@melaniesmithcolour

Samantha Cusick

@samanthacusicklondon

YOUR SOCIAL CHANNELS are another facet of your brand, they’re able to showcase your point of difference and your brand DNA in just a handful of images. Following overwhelming support for the 2019 Social Connection, Redken has teamed up with Samantha Cusick for this new digital collaboration course.

With more than 78k followers and an instagrammable salon style, Samantha set the stage on how to become a social sensation. This content creation class will have Samantha demonstrating the latest techniques in colour and style, which will have thumbs double-tapping. You’ll walk away with techniques, advice and information on building your brand on social media, for tangible results and instant reaction when you’re back in the salon.

JOSH WOOD TRULY is the king of Redken colour, and his team has some of the most indemand colourists in the fashion world within it, including Mads-Sune Lund Christensen and Melanie Smith. This is the only team to be working at couture level and popping up at fashion weeks across the world. Their sharp eyes miss nothing, and their creations are trending within hours. Redken is working in collaboration with the Josh Wood squad to share the hows and whys behind backstage projects and runway trends. Learn to translate trends for your own clients and how the exposure to, and relationship with, fashion can make you think differently about colour.

Even the smallest detail can be enough to strike a new chord.

28 April – London 18 May – Manchester £175

8 June – London £75

Marc Jacobs S/S19

THE RISE OF THE INFLUENCER has been swift and undeniable. Recognising this influence is one thing – but how can you replicate their success with your own business? Redken, the buzz brand of influence, has created an industry first in digital influencer collaborations. This series of exclusive events will see some of the biggest beauty influencers alongside their professional hairdressing partners for LIVE hair transformations. Be inspired by these social sensations as they demonstrate the very latest in colour, innovation and trending techniques. Hosted by Creative HEAD, these exclusive sessions will be strictly #NoFilter and full of insight on creating and capturing content to deliver fresh clients.

The first session unites mega influencer Jamie Genevieve and her long-time colour collaborator Jack Baxter for a masterclass with a live colour transformation. Hear from both sides of the relationship to learn how to grow your own sphere of influence to engage with the online community for increased social clout. Expect live demos, presentations, technique showcases, Q&A sessions and more – keep your eyes peeled for the next event with influencer favourite Samantha Cusick!

20 April – Manchester More dates to follow £100

Want to do things differently and Learn Better, Earn Better, Live Best?

For more information visit uk.lorealaccess.com REDKEN.CO.UK

REDKEN

REDKENUK

REDKENUKI

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Get connected Meet the Redken Artists at the very top, sharing their skills and expertise across the UK, Ireland and beyond at the Redken Artist Connection Worldwide conference (RAC). From working with session’s elite to making life-long friendships, these members of the Redken Artist Network explain how Redken has elevated their careers

Michelle Marshall Michelle Marshall Salon @michelle_marshall “IN 2004 I was asked to be a Redken Artist and being part of that energy and enthusiasm had me hooked. I’ve been attending RACs since 2010 – we’ve had one in Las Vegas; Austin, Texas; and most recently Miami. All the artists educate in some way – whether it’s onstage, backstage or salon workshops, everybody talks the same language. It’s the language of hair but also the passion to transform through education. You’re able to connect through the Artist network but because there’s also the other layer of social media, it’s more impactful. You go to this event and see people, but you may have already been following their work online. Nobody’s excluded; you’re all part of one big tribe. I’ve had fantastic opportunities. In February I spent three days with Guido in New York doing colour work for him – that would never have happened if I wasn’t part of this network. Anything is possible – no dream is too big.

And the Redken team is there to encourage you.”

“Anything is possible – no dream is too big”

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REDKEN ARTIST CONNECTION

Amanda Redford The Hair and Lounge @amandaredfordhair “I STARTED OUT AS a Redken Artist in 2004 after winning a regional competition. I found myself in a room with all these amazing artists and I haven’t looked back. Being a Redken Artist has changed my life, and I wouldn’t have received such incredible opportunities anywhere else. I’ve worked backstage at shows such as the Redken European Artist Connection in Barcelona and lots more – there really are so many fantastic opportunities available.

Miami was the first RAC I attended in the US. Everyone said there’s nothing else like it and they weren’t wrong! It was on another scale, bringing about 900 hairdressers together. I specialise in colour, so to be in a room with 600 colourists learning the same techniques was so inspiring.

There really is no other brand like Redken. It not only offers business support, but support in all other aspects of life. The biggest thing I’ve learnt is the art of facilitating. It’s all about helping others, especially those who don’t necessarily want to be helped and I’ve been able to bring what I have learnt back to the salon. Redken offers something no other brand does, so just get involved!”

Steve Anderson Anderson’s Hair @steve_anderson_hair “I STARTED MY JOURNEY six years ago. I’d been in hairdressing for a long time but I wanted to explore more education further, and working with Redken is as good as it can get! It has massively benefited my business as a salon owner, and my team is on the forefront of trends and techniques because we’re able to share new ideas about education. My first RAC was in Miami in January and I was completely astounded by how big it was.

There were hundreds of artists and educators from across the world. Since the event, my confidence in self-promotion on social media, particularly in the importance of posting videos, has had a real boost.

My advice for anyone looking to become a Redken Artist is to take full advantage of the education platform that’s on offer. Decide whether you want to be a design artist or a colour artist, then embrace the education programme that’s set out for you. Don’t let anything hold you back.”

“Miami was on another scale – bringing about 900 hairdressers together”

“I’ve learnt to have confidence in self-promotion on social media, particularly in posting videos” Redken Artist Network auditions open soon!

The Redken Artist Network is an elite group of professionals recognised for their talent and enthusiasm. Do you want to elevate your career?

Redken is always on the lookout for those who share its passion and enthusiasm for helping others grow. Contact info.redken@loreal.com

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ON THE SPOT

On the spot with

Johnny Ramirez

Quick-fire questions with US Redken ambassador, salon owner and colourist Johnny Ramirez, whose clients include Victoria Beckham, Gwyneth Paltrow and Miranda Kerr. His lived-in colour creations have been featured in major glossies and he shares them with his 184k followers

@johnnyramirez CO-OWNER OF @ramireztransalon IN BEVERLY HILLS

Home is…

Los Angeles, California.

What’s one thing people might be surprised to learn about you?

I’m more vulnerable than others may realise.

If you could travel anywhere, where would you go?

Machu Picchu, Peru.

What’s your favourite hair colour, and why?

I love California blondes.

If you hadn’t got into hair, what would you have done?

I’d have become a wizard, maybe? I can’t imagine doing anything else!

Do you have a favourite colour technique?

My lived-in colour technique. It’s designed to give my clients a seamless and beautiful grow out that can last up to a year.

What’s the best advice you’ve ever received?

Fear is a temporary feeling and regret is forever.

What’s your favourite hair look of all time?

Brigitte Bardot.

What’s your favourite colour to use in the salon?

Redken Shades EQ! For a root shadow I love 5N and 7N, and for gloss I adore 7GB, 8WG, 9NB, and 9GB. What’s your biggest source of inspiration?

Children’s naturally beach-kissed hair.

Who would play you in the movie of your life?

Diego Luna.

If you had one superpower, what would it be?

Being able to heal cancer.

What motivates you to work hard?

Leaving a legacy behind.

What is your favourite thing about your career?

Mentoring and making an impact on people’s lives!

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@therealashsmith

OWN THE TONE FOR BRIGHT & BRILLIANT BLONDES INTRODUCING 3 NEW SHADES EQ LEVEL 10 TONERS Up your blonding game with the new Level 10 toners for the perfect balance of reflect and lightness to give you on-level, true-to-tone results at level 10. Own the latest toning techniques with our NEW star shades, Ivory Pearl (010P), Platinum (010T), and Tahitian Sand (010GI).

Get ready for our highest level of customised toning for your brightest blonde clients! @Redken #ShadesEQ #ShadesEQ10

Want to boost your blonding business? Head to Redken.co.uk or contact a Redken Business Partner at info.redken.com

QUIZ

Which Tribe member are you?

Let’s get started…

Your salon is planning the next client event.

All you colleagues listen to YOU I chop it like it’s hot!

It’s a team effort

Do you Shades EQ?

I prefer to get technical and hands on

Are you socially savvy?

You could reel off the key looks and colour trends from the past three seasons created

by Guido and Josh

OBVIOUSLY

When it comes to colour, do you prefer to stick with timeless classics or play with Pantone trending tones?

You feel happiest when in front of an audience, sharing your knowledge with others. Perhaps you should do a TED Talk?

I’d rather chat one-on-one

Of course!

Maybe?

Yes I gloss and ’gram – I want my balayage to stop the scroll!

I love to get social for inspiration, education and to tell clients about new products and services

You bet

Hell yes! I’m Shades EQ obsessed

I don’t like to tie myself down to trends

Always

I love to prescribe the perfect aftercare product for my clients so they can Own the Tone at home as well as in the salon!

You’ve already researched and learnt the techniques trending for S/S21

YES, hand me that microphone

It’s all about Insta-worthy gloss – that Shades EQ shine is always in style!

Gotta stay ahead of the trends

THE RETAIL GURU

THE CLASS ACT

THE GLOSS BOSS

THE FASHIONISTA

You are a veritable encyclopedia of product information, formulations and new launches. You know every solution for each and every haircare concern... from owning the tone with Blondage and Brownlights to solving damage dilemmas with Extreme. With total confidence in your knowledge, you know how to make a shampoo shine on social or shout from the shelf.

Education is your EVERYTHING; you never stop learning, constantly on the hunt for new techniques to learn better, earn better, live best. You come alive when you’re sharing skills and celebrating the wins with other artists. Redken energy courses through your veins – it gives you such a buzz being part of a collective of like-minded leaders.

You can’t imagine life without 09V or 09P, and you’re obsessed with nailing the right colour for every client. If you see a box of biscuits, your brain starts assigning Shades EQ numbers.

You live in the tone zone, making your creations sing as you snap them for the ’gram. The future’s so bright, you’ve gotta wear Shades (EQ)!

You follow the shows in real time to see Guido and Josh Wood’s creations, so that the second they’re revealed you can find ways to adapt the runway to reality for clients.

You like to get creative with City Beats and Shades EQ Pastels, while Triple Take 32 and Play Safe are your styling weapons of choice.

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19/03/2020 11:03

@goldenbarbie

BLEACHED HAIR NEEDS EXTRA CARE

NEW EXTREME BLEACH RECOVERY

Treat your bleached hair with New Extreme Bleach Recovery.

Gentle, fortifying care that strengthens the hair and restores a healthy touch from one bleach service to the next.

Available from June 2020.

THE CLUB IS OPEN. YOU ARE INVITED. BE A PART OF IT.

BE DIFFERENT. BE REDKEN.

REDKEN.CO.UK

@REDKEN

@REDKENUK

@REDKENUKI