Issue 03/2019
Outliers THE
The innovators and salons disrupting the status quo 001 Outliers_Issue3_Cover_GW4.indd 1
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@golden_barbie
All rights reserved. 2019
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New Redken Extreme Play Safe provides care + heat protection all-in-one. Infused with tourmaline and plant protein, Extreme Play Safe visibly reduces the appearance of surface damage of up to 100 flat iron passes, fortifies the hair to prevent split ends & helps shield from hot tool damage. Keep hair strong as you style.
WELCOME/CONTENTS
Outliers Definition: person(s) differing from all other members of a particular group or set
Welcome SALONS ALL ACROSS the UK and Ireland are being squeezed by the ever-stretching time between appointments – the old sixweek gap between appointments is getting longer and longer. Another development impacting the salon is the curse of the at-home colour kit, so the pressure is on to devise ways to get clients to spend more when they’re in the chair and entice them to try professional colour in the hope they’ll get hooked. Once again, our Outliers are beacons of brilliance, employing irresistible service ideas to encourage clients to spend a little more, experiment with a little colour, and even plump for techniques they simply cannot repeat themselves. Marvel at the business-boosting prowess of those bumping up their blow-drys with benefits, or the colourists investing time in securing the highest certificates to illustrate their technical skills. These Outliers are also laser-focused on their own creativity and exploring every opportunity that comes their way. Some of those are via their trusted partnership with Redken (shoot with the legendary photographer Rankin? Yes please!) and others are through their own sheer determination and tenacity (would you take your family to LA to learn from Tracey Cunningham?). Whatever the route, the outcome is the same – an incredible sense of creative and personal fulfilment, and a positive impact on business. This industry needs more trail-blazers, more innovators – stylists, colourists and salon owners who think differently and daringly. If you think you’re ready to take that next step then read on to be inspired and empowered by our collection of amazing Outliers…
04
Contents When Rankin met Redken
The legendary photographer collaborates with a legendary brand
12
Fresh from fashion week
14
Vetements S/S20
16 18 22 26 28
Guido Palau shares his thoughts on the season Colour Queen Amy Fish explains the key looks from the show
I made it happen
Hair heroes who made their dreams a reality
Beyond the fade
These top barbers are making sure standards stay high
A blow-dry with benefits
How the Redken blow-dry menu can boost business
Team talk
The gang at Josh Wood Colour break down their roles
Hot and fresh
Rush Hair and Redken have built a sensational styling menu
32
Why you need to be different
36
The business of authenticity
38
How to make your retail rock
42
Getting digi with it
48
Who dares wins
50
On the spot
How these salons’ unique selling points put them ahead
Live True London on how to be true to yourself Let your shelves do the hard work for you
Top tips on how to run your social media feeds Have you got what it takes to be a Redken colourist?
We question Instagram sensation Jamie Sea
Amanda Nottage Editor 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. On the cover: Samantha Cusick, Samantha Cusick London; photography by Amy Cooke (amycooke.com). Commissioned photography of Live True London and Josh Wood Colour by Harvey Williams-Fairley for Capture Collect
CONTACT: 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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WHEN RANKIN MET REDKEN Rankin
Legendary photographer Rankin; a studio full of visionary creatives; a showcase of exciting, boundary-busting hair. This is what happens when a legend collaborates with Redken, Guerilla Quiff and leading industry artists ACROSS THE REDKEN TRIBE is a wealth of incredible hair talent, each with their own eye and unique take on what modern hair looks like today. And just imagine if your work could be captured forever by a truly iconic photographer, as exciting and visionary as your own work? That’s exactly what Redken and Mitchell Wilson made reality... Known, respected and published across the globe, Rankin – who co-founded Dazed & Confused magazine back in the early ’90s before becoming a world-famous photographer – has captured some of the most famous names and faces on the planet. His candid portraits boast David Bowie and the Queen among their subjects, and recent projects have focused on photographing real people in the most exciting and fresh way to get genuinely engaging results. Mitchell Wilson, founder of Laundry in Sheffield and another member of the Tribe, had been working with Rankin on a project called Guerrilla Quiff. The aim was
“Think of it as a fast-forward button, putting great industry talents into a room and unleashing creativity, progress and boundary-pushing moments” Rankin, @rankinarchive to resurrect the art of hair and move away from staid looks and tired photography. “This gives artists space to get creative with this medium,” says Mitchell, “to push boundaries, take hair out of the dark ages and capture this contemporary and exciting work.” And thanks to Mitchell and Redken, a select group of creatives – Jack Baxter Hair, Josh Wood Colour, Radio London and Voodou Liverpool – found themselves in Rankin’s London studio to curate their own creative visions and turn modern hair photography on its head. It’s the perfect fit, as each of these names approach their hair work a little differently, making them perfect partners for an experimental shoot. For Rankin, he believes it’s vital for hair to catch up at a time when beauty is “moving at a million miles an hour”. “It’s not just about the styles, it’s about the way we are capturing it and showing it to the world,” he explains. “We need to look at the industry, give it a revamp and get people excited about it again!” 04 The Outliers
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Hair: Jack Baxter. Make-up: Sara Hill. Model: Rachel Flett at modelteam. Photography: Rankin 004-011 Outliers_Rankin Salons_GW5.indd 2
Jack Baxter Hair @jackbaxter
“The guy’s a legend! What an opportunity. I’ve never seen anyone direct a model like that, and seeing my work come alive is amazing. Redken definitely thinks differently to other hair brands, looking at hair from a fashion and editorial perspective” Jack Baxter, Jack Baxter Hair The Outliers 05
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Josh Wood Colour @joshwoodcolour
“Redken has given us a rare opportunity – Rankin is one of the world’s best photographers! As a colourist, it’s great to see that Redken colour really come to life in front of the camera” Melanie Smith, Josh Wood Colour
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Hair: Josh Wood Colour. Make-up: Kom. Models: Rachel Joy, Lola Stone. Photography: Rankin
“Wow! The buzz has been amazing. This is being shot with a fashion eye but with the focus on hair. To see someone who knows so much about angles and lighting just blew me away. Rankin is at the top of his game, it’s super-inspiring” Pete Burkill, Josh Wood Colour
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Hair: Radio London. Make-up: Paris France. Models: Alice H at Bookings, Salone at Elite Models. Photography: Rankin 004-011 Outliers_Rankin Salons_GW5.indd 6
Radio London @radiobulletin
“Working with such a world-renowned photographer in his studio has been incredible. It’s yet another opportunity Redken has provided that shows it understands the needs of a salon like ours. It’s such a great chance to showcase your creativity without barriers. We’re free to do what we want. That’s what makes Redken different” Corrado Tevere, Radio London
The Outliers 09
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Voodou Liverpool @voodouliverpool
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Hair: Voodou Liverpool. Make-up: Andra Vaida. Models: Elle Hannan Parr, Andra Vaida. Photography: Rankin
“This is really special, the experience has been mindblowing – and eyeopening! Rankin really saw the vision we had and captured it. There were so many ‘pinch me’ moments – because it’s Rankin!” Wez Parry, Voodou Liverpool
17/10/2019 16:12
“What I’ve really loved about working with the Redken Artists is the diversity of ideas and their different approaches. They’ve all brought something that I was uniquely interested in. It was exciting, as they all wanted to do something outside of the box. I love working with hairdressers as I always have a good laugh. And I love that Redken is behind us all the way” Rankin
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Alexander McQueen
FRESH FROM FASHION WEEK Marc Jacobs
Redken global creative director Guido Palau was still packing up his fashion week kit in Paris when we pinned him down to share his first thoughts on the S/S20 season. Here he highlights a few of the standout shows from the fashion week cities
Marc Jacobs
Marc Jacobs
NEW YORK – MARC JACOBS
“Marc celebrated individuality in his own way – very exuberant, very ’70s – but it was also about creating individual characters in a theatrical way. It was a lot of hard work, the fittings were very long. We worked through 60 looks, some were natural, some cut, some coloured by Josh Wood. We used Redken’s new Extreme Play Safe for heat protection.”
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Versace
Christopher Kane
GUIDO PALAU
GUIDO’S THOUGHTS ON…
Versace
The season
LONDON – CHRISTOPHER KANE
Images courtesy of Redken
Alexander McQueen
“We used Redken One United and Shine Flash 02 to get that intense shine and a high fashion look’” Guido
The return of the bob
MILAN – VERSACE
“When you work for Versace it’s always about the beautiful, sexy woman… but how do you do that today without it looking dated? We used half damp, dishevelled hair so it almost looked like she’d been caught in the rain, giving it an edge. We used Redken Triple Take 32 Hairspray for a high hold without any crunch. You then have the energy of a powerful woman without the cliche.”
PARIS – ALEXANDER MCQUEEN
“At McQueen it was a romantic take inspired by pirates. We looked at 1850s portraiture. Little braids, little gold thread. It’s a very Sarah Burton aesthetic, very romantic – always beautiful, always with a touch of British sensibility. There were fishtail braids in the back, using Redken Guts 10 so that it looked a little damp, all twisted up with one long braid left out.”
“A lot of the models are cutting their hair into bobs – I don’t know what that’s about but I feel responsible for it! Someone said to me: “Well, you started it!” and I was like, “Did I?” I cut Bella Hadid’s and Kaia Gerber’s about two months ago… I think it’s about trying to be individual without having a layered cut.”
His favourite S/S20 look
“The models who didn’t wear the hats at Prada had a simple side-parting and a faux bob. It wasn’t that the hair felt revolutionary; I liked it because it was simple, easy but it had a lot of style. And that’s a difficult thing to do.” Prada
“At Christopher’s show he had more than 60 looks too and a lot of them were quite complex – different fabrics, textures and cuts. We needed to work out a way of doing simple hair, but adding a little something to it, a little attitude. We used Redken One United and Shine Flash 02 to get that intense shine, and left the back dry, to get that high fashion look but still retain the simplicity of a classic style. It also gave another take on boyish hair, and made the clothes look tougher.”
“The word ‘vibe’ is better than ’trend’. There’s a boyishness that’s going around, an attitude. Even if there’s long hair it’s undone, centre-parted, not beachy but feels cool. We’ve been using new Redken Extreme Play Safe and blow-drying quickly.”
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It was iconic streetwear designer Demna Gvasalia’s final collection for the luxury French fashion label he founded. The setting, a Parisian McDonald’s. We caught up with Amy Fish, one of the Queens of Colour at Larry King salon, to reveal the backstage secrets of her colour work at… @AmyFishColour
Blue Triangle
Dark Dark Brown
Bleach Boy
Black
The formula
The formula
The formula
The formula
●
●
●
●
Scalp bleach longer shape of hair ● Apply Flashlift ● Bonder Inside 9% ● Shampoo ● Gloss Shades EQ Gloss 9V + 9T ● Shampoo City Beats Broadway Blue + Clear ● Rinse
Shades EQ Gloss 3N + 01B on roots to ends for 20 minutes ● Shampoo and condition
Scalp bleach ● Apply Flashlift Bonder Inside and 6% all over ● Shampoo ● No tone ● Conditioner
Chromatics 1.1 – 3% on roots to ends ● Be careful of staining! ● Comb colour on the hairline
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CATWALK COLOUR
Big Red
The formula
Virgin bleach l Starting at the end, apply Flashlift Bonder Inside and 6% in fine sections in foil Continue Flashlift Bonder Inside and 6% straight onto the roots l Shampoo l City Beats Big Apple Red + Clear for 15 minutes l Rinse l
Jail Blue
Yellow Cab
The formula
The formula
l
l
Slice highlight the whole hair leaving 2 inches from the root l Silver shampoo l Apply City Beats Broadway Blue from roots to ends for 10 minutes l Rinse
Apply City Beats Yellow Cab + Clear half an inch from the root area for 20 minutes l Shampoo and condition
‘‘
‘‘
Vetements S/S20
THE VETEMENTS SHOW is always the one to watch at Paris Fashion Week, and to get to work on it, with my assistant Bryony Cairns, was just extra special. I was also lucky to work side-by-side with super-talented session stylist Gary Gill and his team. The hair is always highly creative and fun – neon yellow, bright red, blue and neon green all stand out on the catwalk. There was no real brief for the hair colour before the show. I just packed everything, which can be difficult when you want to include your whole dispensary into two suitcases! We arrived in Paris to prep the hair two days before so we would have plenty of time. My favourite challenge is to create the perfect colour that meets the label’s precise vision. Everyone has a different concept of colour so it’s important that we are all on the same page. There’s a lot of black hair involved, so it’s important to get the absolutely right tone. When you think ‘black hair’ you normally think of just one colour – that’s simple! But when you really look into it there are so many different variations, it’s not as easy as it seems… Every hair has to be coloured but we can’t have any hairline stains, so precision is key. The black hair has such an impact on the final look, as well as the other more vibrant colours you see on the runway. Being backstage at Vetements S/S20 was an experience I will cherish forever.
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I made it happen Some ambitions just don’t seem possible… but these professional influencers got busy and made their dreams into reality! Meet the multitaskers who go against the grain to achieve more, both in and out of the salon
SALON OWNER/FASHION WEEK PRODUCER/VIDEOGRAPHER
Rob Czlapka, RCNQ @rcnq
HAIRDRESSING CAME into Rob’s life at just the right time. “When I was at school I used to get bullied for being gay hairdressing was an option that would take me into a work environment with strong gay role models. That quickly became my outlet and helped give me confidence that I had lost.” With this new sense of direction, Rob was working on an artistic team when he was introduced to legendary session stylist Gary Gill. After joining his team as an assistant, four seasons later he had worked his way up to show producer. Yes, he’s backstage at exciting fashion shows, but it’s also a huge amount of responsibility: “At a show, Gary needs to focus on the hair. He needs someone to concentrate on the logistics, the organisation. That’s where I come in. Finding a balance to make it work comes from getting help from people around you. I have such a strong salon team and Redken has been amazing.”
“Finding a balance to make it work comes from getting help from people around you” 16 The Outliers
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CAREER AMBITIONS
SALON OWNER/SESSION STYLIST/INFLUENCER BFF
Jack Baxter, Baxter South
nningham Becki with Tracey Cu
@jackbaxter
SALON OWNER/BALAYAGE QUEEN AND EDUCATOR
Becki Beavan, The Hair Boutique @balayage_by.b
Being a risk-taker isn’t for everyone, but for Jack Baxter, who has recently opened his own salon Baxter South in Glasgow, it has worked out spectacularly. He had always dreamed of working alongside 2019 Most Wanted Session Stylist Anthony Turner, so decided to take a gamble… and it paid off handsomely! “I took myself to London for fashion week, which makes it sound easy, but the reality was that I got dropped last minute from every show!” he recalls, shaking his head. “However, on the very last day, I got a confirmation to work with Anthony Turner at Margaret Howell. Working with Anthony that season really gave me a leg up.” He’s gone on to forge strong relationships with influencers such as Jamie Genevieve, who has 1.3 million followers on Instagram. “My relationships with all my favourite influencers happen totally organically,” Jack explains. “I was introduced to Jamie through clients we shared back when she took make-up appointments, and everything really snowballed from there. It was the start of me building a really strong network.” And this is all just the beginning. “I’m planning to enter The It List next year. Competitions are something I have shied away from but now? I’m in a positive place to go for it!”
“My relationships with all my favourite influencers happen totally organically”
WHEN BECKI SAW Tracey Cunningham advertising her colour class on Instagram, she jumped at the chance. The only problem was, it was in LA – so she, her husband and her fourmonth-old baby set off to the US. “ I was obsessed with her work and I loved how refreshing it was that she shared her formulas,” says Becki. The class was everything she had hoped for and Becki kept in touch with Tracey, too. The next year she asked Tracey if she could shadow her for a day… and Tracey said yes! The knowledge she brought back was invaluable. “The knowledge I brought back from LA the first time changed the work my team and I were producing dramatically,” she admits. “The salon grew rapidly, we had a three-month waiting list and we quickly outgrew the space. We posted our work on social media, and other salon owners and colourists started to ask if would I teach them.” That’s how her second business got started – sharing her own techniques along with those she had learned from Tracey, Becki has now been booked to teach in Scotland, Ireland and even Ibiza: “I found a new love in educating, it’s really special.”
“I was obsessed with Tracey Cunningham’s work and I loved how refreshing it was that she shared her formulas” The Outliers 17
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Beyond the fade
The trend for immaculately groomed hair has seen barber shops become one of the fastest growing retailers on the high street. And with such rapid expansion, it’s easy to worry about quality - so how do the leaders of today safeguard tomorrow? Outliers spoke to three pioneers of barbering who ensure standards thrive…
The Future Proofer Sid Sottung, Haus of Sottung @sidsottungacademy
Sid Sottung
THE SID SOTTUNG ACADEMY and eco-friendly salon, Haus of Sottung, offer courses to equip the next generation with the education the industry deserves alongside jolly good hair cuts for discerning gentlemen. “Thanks to barbering becoming so trendy, we have unfortunately seen a reduction in both the quality and skill of educators,” explains Sid. “It’s so important to pass on high standards when it comes to hygiene and professionalism. ‘Education’ is freely available online, and people expect to get the same results from their phones as a professional course.” Sid believes that a good educator has to focus on their pupils. “Just because someone can do a great fade doesn’t mean they’re ready to be a teacher,” he adds. And he loves Redken Brews because of its teachability, particularly with clients. “It’s simple to explain how to use Redken Brews and in what order. If we show men how to use the products, and they work, they’re likely to buy them and stick with them.”
“It’s simple to explain how to use Redken Brews and in what order” Sid Sottung, Sid Sottung Academy
18 The Outliers
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Garry Spen
cer
MEN’S GROOMING
The Big Thinker
Joe Mills, MILLS x Primark @millsxprimark RENOWNED FOR HIS SESSION styling and celebrity clientele, Joe Mills has created a grooming space in Primark’s Birmingham flagship store, and another in Manchester. The salons’ partner brand is Redken Brews – “We needed a professional men’s range that really delivered on performance and price for our customers, so we chose Redken Brews,” he explains, and also offer the service you would expect but in an informal atmosphere. “The industry is changing,” says Joe. “Rents are going up and there is competition on every street, we need to be smart. The days of just bashing cuts out are numbered.” That’s where MILLS x Primark comes in. With more than 2,000 clients on the database, this shop within a shop is both innovative and lucrative. “It’s an opportunity to be on the high street, an amazing platform,” he says. “Footfall is high and customers can have an additional experience within this retail space.”
The Great British Barber Bash
“We needed a professional men’s range that really delivered on performance and price for our customers, so we chose Redken Brews” Joe Mills, MILLS x Primark
The Renegade
Garry Spencer, The Great British Barber Bash @thegreatbritishbarberbash
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Joe Mills
MILLS x Pr imark, Birm
ingham
THE GREAT BRITISH BARBER BASH (GBBB) was set up by Garry Spencer to educate, inspire and tear up the rule book. It’s an interactive stage event showcasing some of the barbering industry’s top names and demonstrating the latest in new skills and techniques. “Barbering has become a fashion industry again and Instagram has played a huge part in this,” says Garry. “Talented people across the globe have the opportunity to present their work, however there are some who complete a short course and think they’re ready to go. That’s partly why we started the GBBB. We felt we had a duty to attract and cultivate new talent.” It’s the kind of place a modern barber would want to be, from the music to the brilliant female barbers presenting. “We want to continually change it up and we go to great lengths to ensure the talent at each show is diverse,” says Garry. “It’s not a soulless arena – it has to be cool.”
“If the industry keeps evolving then it’s in safe hands” Garry Spencer, The Great British Barber Bash The Outliers 19
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Next-level blondes What sets your average blonde apart from a fashion-forward, on-trend blonde moment? It’s all in the tone. Up your blonding game with the two new Shades EQ Level 10 toners… YOU WANTED THEM – lighter-than-ever toners that would help you unleash your toning techniques. Please welcome the long-awaited, much anticipated Shades EQ Level 10 toners, created for a Tribe of next level blonde colourists that craved the glossiest, healthiest-looking high level finishes! The ultimate in crowdsourced colour, new Shades EQ Level 10 toners are the perfect way to set your colour work apart in the salon and on social media, securing the cleanest tones for
impeccably beautiful blonde finishes. The two new toners – 010VV Lavender Ice and 010N Delicate Natural – are the latest and lightest from the iconic liquid demi permanent colour loved by some of the biggest it-list colourists worldwide. Deep conditioning? Flawless shine? Intense reflect? Oh yes! Shades EQ delivers A-list results, every time. Just check out these luminous blondes to see how these toners are changing the blonding game…
“With so many of my clients now requesting neutral tones and winter blondes, 010N + 010VV are the perfect partners for this – truly balanced beautiful blondes and a game changer for me & my clients!”
Claire Flack, Wigs and Warpaint @wigsandwarpaint
ICE PLATINUM BLONDE
WINTER BLONDE
Lewis Parry, Voodou Liverpool @voodouliverpool
Regrowth lightened with Flash Lift Bonder Inside Zone 1: Toned with Shades EQ 010VV + 08VB Zone 2 + 3: Toned with EQ 010VV + 09P + Crystal Clear
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ICE LILAC BLONDE
AIR TOUCH BALAYAGE
ADVERTORIAL
Sarah Maguire, 1501 @1501_hairsalon
Zone 1: Toned with Shades EQ 10N Zone 2 + 3: Toned with Shades EQ 010VV + Crystal Clear
“As a blonde specialist it is essential that I can offer my clients the cleanest and most vibrant blondes available – Shades EQ Level 10s set the Redken tones well above the rest”
HIGHER AND HIGHER Redken’s Flash Lift Bonder Inside starts creative blonde work off on the right track, providing a healthy luxurious blonde all while looking after the hair. Protecting the structure of the hair is crucial, which is where Flash Lift Bonder Inside comes into its own. This fast-acting formula gives up to eight levels of lift and includes a built-in bonder, which saves precious time as there’s no extra mixing or measuring. It’s the secret weapon behind so many brilliant blonde finishes and is loved by it-list colourists like Josh Wood. If you haven’t tried it yet, why not?!
MUSHROOM BALAYAGE
NORDIC WHITE BLONDE
Paco Latorre, Live True London @livetruelondon
Craig Purves, One 2 One Hair @craigsworldofhair
Becki Beavan, The Hair Boutique @balayage_by.b
“If you create a lot of blondes in the salon you simply MUST try the 10s. You can thank me later”
Lightened with Flash Lift Bonder Inside using balayage and face-framing techniques. Zone 1: Root Stretch with Shades EQ 06N + 07N +07P Zone 2 + 3: Toned with Shades EQ 010N + 10VV
Join the Redken Colour Tribe today. For a bespoke colour demonstration or more information, email info.redken@loreal.com or visit redken.co.uk @Redken #ShadesEQ REDKEN.CO.UK
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REDKEN
REDKENUK
REDKENUKI
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Swerve boring blow outs, it’s all about…
WANT TO ATTRACT new clients and convert more guests to colour? Well, Redken might just have the perfect solution. With almost 50 per cent of clients having a blow-dry when they visit the salon, it’s the most popular service – so how about giving it a little extra? Say hello to the Blow Dry with Benefits menu. Right now, only 27 per cent of women get their hair professionally coloured, with reasons including concerns over cost, their lack of time and fear of damage* putting them off. But the business-boosting Redken Blow Dry with Benefits menu was created specifically to help salons recruit a new generation of colour clients and convert existing guests to salon colour, too. By bringing the normally hidden-at-the-backwash bottles of Shades EQ front and centre, the menu makes professional colour more consumerfriendly. It elevates the average income per client because there
truly is something for everyone – from root touch-ups and TLC for damaged tresses to a shot of shine or a pop of colour – and there’s even a service for colour-shy clients who want to strengthen hair with a pH bonder treatment. Add the growing obsession with #HealthyHair – that hashtag was up 157 per cent year on year on Instagram** – and you’ll see now is the time to start serving that irresistible, stellar shine, delivered only by Shades EQ. And that’s where a boosted blow-dry can really deliver. “Blowdrys are back but clients want more,” admits Larry King, Redken it-list stylist and founder of Larry King salon. “Glossing, pops of colour and ‘tweakments’ are very in at the moment. A menu that fuses the two is simply genius, and it showcases the true ease and versatility of Redken Shades EQ.” Just see how these salons are reaping those benefits…
Blend
Larry King
Larry King
Voodou Liverpool
*Kantar study 2017. **Google 2018
A BLOW-DRY WITH BENEFITS
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SERVICE MENUS
The Hair Worx
Blend Salon
@thehairworx
@blendsalon
I’ve been impressed by the way the menu entices clients to try more. It offers them a top-up service between appointments, and introduces new clients into the world of Shades EQ Gloss or colour in general. There’s something for everyone on the menu and it stands out to be more of an exclusive treatment not offered in every salon. The menu has brought in more business, from increasing sales of top-up toners between services to introducing greying clients to the world of colour without having to go permanent.
The menu has created quite a buzz. We put up posters all around the salon and little menus on all the stations. It coincided with a party we were throwing to celebrate Redken Shades EQ. We posted videos and before and after shots of people having the services, as well as staff talking about what they love about it. It has really boosted our business and the menu displays in the windows have brought new clients into the salon.
“The menu has added another string to our bow, and it’s helped encourage people to rebook more often, especially our balayage clients” Samantha Wise, @thehairworx
“The menu has created quite a buzz… it has really boosted our business” Jo Pilbeam, @blendsalon
Live True London
Justin Casey Salon
@livetruelondon
@justincaseysalon
The Blow Dry with Benefits menu we’ve launched is a great way to introduce services to non-colour clients by offering them quick colour services to go along with their regular blow-drys. The services available are easy to understand so clients can begin a straightforward dialogue with the colourist about what the various menu choices can do for them. We would then use this as a gateway to suggesting a more complex colour service to a client later, such as a balayage, highlights or ombre.
“This menu helps to make complex colour conversations with clients easier” Valerie Maine, @livetruelondon
The response from clients so far has been amazing. It’s an attractive service not only because it offers a quick treatment, but it’s also a costeffective option for clients who can’t always afford to have their colour done every six to eight weeks. It’s had an extremely positive effect on business, and, in turn, it has attracted clients to visit more frequently, which over a longer period of time does bump up their bills.
“The services are not time-consuming; you can have it done on your lunchbreak, after work or while the kids are at school” Justin Casey, @justincaseysalon
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SHADING THE NATION One pink Redken Fiat 500. Four cities. Hundreds of influencers. One incredible road trip to launch the new Redken Blow Dry with Benefits menu. Hop in…
The Redken Fiat 500 at Josh Wood Colour
HOW DO YOU launch a breakthrough Blow Dry with Benefits menu and really create a buzz? Well, if you’re Redken, you transform a Fiat 500 into a pink Shades EQ tour car and hit the road, travelling the UK to introduce the menu to leading beauty editors and influencers nationwide in some of the UK’s top colour salons. This bit of business-boosting genius from Redken was put in place to help salons across the country attract new clients into their chairs to experience a blow-dry with a difference and encourage them to fall in love with professional colour services. By getting the most up-and-coming, regionally relevant influencers and noteworthy beauty editors into salons to experience the menu first hand, the message was sure to get out in the chicest way possible. Let’s hit the road…
24 The Outliers
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ADVERTORIAL
@hollyrebeccawhite
with Voodou Liverpool
@starr_clare
Liverpool
Quirky rainbow shades are the norm at Voodou Liverpool, which made it the perfect stop to round off the UK tour. “Each influencer wanted to try something different on the menu, and the pink Fiat 500 attracted so much attention!” Anna Gribbin, head of social
Manchester with RCNQ
RCNQ teamed sleek finishes with glimmers of subtle colour as Shades EQ toners proved to be a big hit.
Sheffield
with Wigs and Warpaint
“The event was a huge success and helped us build new relationships with local influencers, which has exponentially grown our engagement online” Rob Czlapka, founder
Wigs and Warpaint might be well known for its wig work, but this team loves a punchy colour moment provided by Shades EQ. “The Blow Dry with Benefits menu is a fab idea – the menu fits in with busy routines and helps the colour longevity and hair integrity” Claire Flack, director
London
@lynne.hyland
“The Blow Dry with Benefits menu is great for converting a walk-in blow-dry client into a colour client, without it feeling like such a big step” Larry King, founder
@sophieberesiner
with Larry King
Shades EQ Blow Dry with Benefits menu launches at Larry King, London. More than 25 top press and influencers present
See how the new Blow Dry with Benefits menu can drive your business – email info.redken@loreal.com or visit redken.co.uk @REDKEN #SHADESEQ #GLOSSLIKEABOSS
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17/10/2019 16:33
Marley Xavier The Perfectionist “I work a lot with my colleague Mads during Fashion Week. It’s crazybusy, and you have to stay strong, stay balanced. It’s hard work – the grind, the hustle. You need to be present, you need stamina.”
Melanie Smith The Colour Boss “I tend to be a bit of a mother hen and a natural leader – I look out for people on the team. And I’ve ticked off so many things from my career list... it’s all been through Josh!”
Leigh Keates The Session Star “I met Josh when I won The It List It Guy in 2011, and I was here six months later. It isn’t ‘my way or the highway’; here it’s integrated and you learn from other people.”
Weronika Wysocka The Paint Prodigy “My career really started thanks to Josh and Redken. This is the place I’ve learnt everything I know. I love Shades EQ obviously, it’s groundbreaking! And I love City Beats, too.”
Danielle Keates The Leading Lady “I came in as Josh’s assistant five years ago. I’ve travelled so much, including to New York and Milan Fashion Week. On those trips Josh is so much fun.”
Mason Josh Rising Star “Everyone here encourages each other to have their own style and be themselves. I’ve fallen in love with Redken Wax Pomade – it’s so versatile and does what you want it to. It’s on my hair right now!”
Josh Wood King of Colour “When this place first opened, it was to house me and my direct team. I just had six chairs. We grew because people wanted an environment where they could work to add different streams to their careers, not just do a ‘9 to 5’ behind a chair. With Redken, it was important for me to partner with a brand that wants to nurture creativity and talent.”
26 The Outliers
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JOSH WOOD TEAM
Mads-Sune Lund Christensen The Technical Guru “We all come from different places, and we’re at different points in our lives, but we all have the same passion. I love how technical Redken colour is – everything can be explained by the science. You understand the technology, it feels like art.”
Jamie Gould Maestro of Blondes “I’m known for my bleaching and my blondes. I love the versatility of Redken colour. There’s nothing else like Shades EQ! You don’t get many colour specialists like Josh and you can’t help but learn from him.”
Rob Fitch The Aesthete “As a team I don’t know how it works – but it does work! You end up working with people who share a similar aesthetic and work ethic, and that’s so important.”
Jason Hogan The Beautifier “As a colourist I love how Josh pushes colour to the front. Seeing him working is aspirational and inspirational. I love being in the salon with all the colour around me!”
Sibi Bolan Queen of Balayage “Josh is such a pioneer, leading the colour industry further. And I love the versatility of Redken colour – the shine, the condition. It’s super-easy to work with.”
Adam Embleton The Effortless Stylist “From Josh I’ve learned to be bold and slightly unapologetic – not in a bad way, but that wherever you are in your career, own it and go for it. Always give it your best shot and have the confidence that you have that knowledge.”
Pete Burkill The Session Salon Expert “I’m from Barnsley too, growing up I knew who Josh was and when I came to London he was a real mentor. Josh really pushed us to grow our own brands as well as elevating his.”
Matt Hawes Captain of Service “I’ve known Josh for 28 years and we’ve always been in each other’s orbits! The privacy and the bespoke service that we offer makes the Atelier very unique. In my humble opinion, we do it extremely well…”
Team talk
Josh Wood Colour is one of the most prestigious and busiest colour salons in the country. In order to ensure success, having the best people is paramount. Josh Wood, Redken global color creative director, and his crew share how teamwork makes the dream work
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Sunday Wave
HOT AND FRESH Few can resist a collaboration between two groups at the top of their game, which is why the new Redken and Rush Hair styling menu is proving to be a massive success 28 The Outliers
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RUSH SERVICE MENU
Friday French
Rush Hair @officialrushhairbeauty
Box Fit
COLLABORATIONS ALWAYS GET people’s attention – a limited edition is hard to resist. Well, Redken and Rush Hair have come together to cook up a delicious menu of looks that are available exclusively in Rush Hair salons across the UK. “The new Redken Styling menu offers clients a variety of looks,” explains Nicola Ellul, head of brand and PR at Rush Hair. Think waves, braids and curls that are perfect for festivals, nights out or special events. The menu introduces clients to Redken’s new Extreme Play Safe heat protection treatment and hero styling products and shows how they can be used to achieve a range of amazing looks. “We wanted to offer our clients something a bit different while promoting the Redken styling products that we stock,” she adds. “Redken has always been hugely popular with our clients and the menu gives clients the chance to have their hair transformed. It also has given us another opportunity to promote our partnership with the brand.” And the response has been fantastic, with a diverse range of clients selecting their favourite looks and opting for a quick transformation that can be done in a lunch hour. “The menu has been well received by clients of all ages and lifestyles,” Nicola explains. “The appointments are available throughout the day and can also be built into appointments already booked. The style is created in a 45-minute appointment so it’s appealing to those looking for a quick fix, as well as those looking to treat themselves.” It’s not only existing clients who are enticed by the Redken Styling menu but new ones too, who are welcomed in to try the Rush Hair experience – and hopefully make future bookings. “The menu has added another service that has allowed us to extend our market reach to those we may not have considered previously,” says Nicole. “Adding a new service always helps financially, but for us it’s fantastic to see so many new faces become part of the Rush Hair clientele.”
“Clients love how quick the appointment is, and that their hair can be transformed for a party, night out or even a treat!” Nicola Ellul, @officialrushhairbeauty The Outliers 29
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Blue Mango
STANDING OUT FROM THE CROWD
It’s competitive out there – and to win clients through your door and get them to keep coming back you need to offer them something no-one else is. These salons explain what they do different 32 The Outliers
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Rage Hair
UNIQUE SELLING POINTS
Blue Mango, @bluemangosalon POINT OF DIFFERENCE
Customised packages to cover everything Merike Dette, owner: “The Blue Mango is a full 360-degree salon, offering everything from hair and beauty treatments to aesthetic procedures like dermal fillers and Botox. It means our clients can come to us and have everything taken care of. Women want these services but don’t have the time to travel from venue to venue or for multiple appointments. My ethos is to make sure customers who come in for a facial or mani stay to have their hair cut and coloured.” “Our USP is a subscription package called The Octopus Treatment. It includes a massage, facial, wax, mani/pedi and full balayage”
Rage Hair, @ragehairtamworth POINT OF DIFFERENCE
Experiential approach Ryan Wilkins, owner: “At Rage Hair we offer an experience rather than just a service. We talk a lot about the ‘client journey’, which starts from the moment they pick up the phone to book an appointment to when they leave. Redken has worked closely with us to ensure this is the best it can be. Everyone is different and we want to make sure everyone is catered for – what works for some will not agree with others. We recently expanded into next door to create a barber shop, which has enabled us to further tailor our client’s journey. Clients can either choose the luxury and relaxation of the salon or visit the more social, vibrant atmosphere of the barber’s lounge.” “Clients can either choose the luxury and relaxation of the salon or visit the more social, vibrant atmosphere of the barber’s lounge”
The Outliers 33
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Alchemy Hair, @alchemyhairwreagreen POINT OF DIFFERENCE
Complete relaxation
Amy Kearney, owner: “The number one thing we strive for as a salon is relaxation. Whether the client has been coming to see us for two weeks or two years, they will enjoy the most relaxing experience every time. We provide complimentary head, neck and shoulder massages before every cut or blow-dry service, and a complimentary hand and arm massage while a client’s colour is developing. It’s these things, as much as great cuts and colour, that bring people back.” Alchemy Hair
“Whether the client has been coming to see us for two weeks or two years, they will enjoy the most relaxing experience every time”
The Blowout By Kate London, @theblowoutmcr POINT OF DIFFERENCE
The Blowout By Kate London
Destination blow-drys Kate Nixon, owner: “We re-opened our flagship salon in Manchester in July this year but up until that point we’d been a blow-out bar… the UK’s first champagne blow-out bar to be precise! When we decided to expand the menu to include colouring alongside make-up and manicures, I knew I needed to pick the right partner. Redken offered everything – incredible formulations, marketing and education, and I’m completely in love with its Shades EQ range. The Bar, as we like to call it, is one of a kind. I’ve stripped back the mirrors for the big reveal because as the experts we work our magic while the client waits to be wowed.” “As the experts we work our magic while the client waits to be wowed” 34 The Outliers
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UNIQUE SELLING POINTS
House of Evelyn, @hseofevelyn POINT OF DIFFERENCE
Opulent salon environment
House of Evelyn
Georgina Barnes, owner: “We like to think that House of Evelyn is different to other hairdressers. It isn’t just a salon but an experience, we take our guests on a journey. All the team are down to earth and will make you feel completely at ease, but the salon and atmosphere is opulent. It’s pure pampering. From the moment they enter to the aftercare we give, we’re here to make a difference, which is probably why we love Redken so much. It’s a luxury brand that can completely transform someone’s hair, and that change can make someone’s day. Redken has gone above and beyond to help and support us, but not only that, it has taken the time to get to know us as a team. It’s always asking if we want to send the staff on training and always knows exactly what would be perfect for each individual.”
The Hair Club
“We’re here to make a difference, which is probably why we love Redken so much”
The Hair Club, @the.hair.club POINT OF DIFFERENCE
One-to-one experience Stephanie Ritchie, owner: “In The Hair Club there is only one chair so I only ever have one client at a time. It means I can focus all my attention on that person and it becomes a completely different experience. I worked in a salon for years but I began to feel restless and slightly disillusioned with the industry. Only having one client in the salon at a time means I can tailor it to suit them. I’ve come up with little touches, for instance my regulars all have their own playlists that go on when they come in. The Hair Club is a demonstration of the principle that client experience is paramount in today’s consumer movement. Different works.” “I’ve come up with little touches, for instance my regulars all have their own playlists” The Outliers 35
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21/10/2019 12:34
The business of authenticity The duo behind Live True London explain how to combine two worlds and remain true to your creative self
Live True London London
@livetruelondon BEING YOUR AUTHENTIC SELF is the ethos behind the three-strong Live True London salon group, which combines the strengths of hair and beauty salons to dazzling effect. It’s something that owners and sisters-in-law, Valerie and Kirsten Maine, try to maintain in everything they do. “The salon is a relaxed, creative space where we encourage our clients to go for the style they really want,” says Kirsten. “Some places can be quite intimidating and that’s not what we’re about. Being true to yourself is key.” The pair came to the industry from a slightly different background – they’re both trained solicitors but they feel that this actually gave them an edge. “We bring something niche to the table, we’re incredibly client-focused,” says Valerie. “We consider everything from how the client books in to how they’re treated in the salon. For instance, because we’re so specialist when it comes to colour, a lot of people contact us through Instagram after seeing a post. They’ll ask how it was done, about the colours used, and many then want to book in for the same.” The worlds of hair and beauty appealed to
Valerie and Kirsten as they allowed them to be creative. And the synergy between the two areas has led to beauty clients turning into hair clients and vice-versa. Valerie had been a silent partner in the salon while it was under a different name for a number of years, before the opportunity arose to own it alongside Kirsten. Making the leap could have been tricky, but thanks to careful planning and a solid vision they’ve hit the ground running. “It’s vital to be organised,” says Kirsten. “Coming from business backgrounds we found it easy to break down what was needed and get it done. I had been involved in the beauty side of the business and when Valerie took over Live True London we decided to merge the two.” Seeing customers leaving the salon happy and confident is what drives Valerie and Kirsten to keep going. “This is why we are in business,” says Valerie. “We love our customers and every single experience is important to us, which is why we chose Redken. The brand is authentic and unique, which echoes our mindset. We know good hair makes you feel more ‘you’.”
“We chose to partner with Redken because the brand is authentic and unique, which echoes our mindset. We know good hair makes you feel more ‘you’” Valerie Maine
36 The Outliers
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Live True Vauxhall and Nine Elms
Kirsten and Valerie Maine
OUTLIERS IN ACTION
The Outliers 37
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HOW TO MAKE YOUR
retail ROCK!
You’ve perfected your professional services but how do you make your salon a retail success too? These Redken retail rock stars share their top tips on how to boost your selling skills in the salon
38 The Outliers
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Ladylux
Live True London
Chapter One
RETAIL SKILLS
Get creative “We do a Black Friday evening retail event that becomes a party. I reduce the prices to encourage new customers and build a real buzz. It’s always fantastic and counts towards 40 per cent of our festive retail takings” Navidi Hair Company, @navidihairco
“We like to use incentives and make a bit of a game of it. We often play ‘Chase the Tenner’ – when a stylist sells a product they hold a £10 note, until the next person sells and then they take it. Whomever is holding onto it at the end of the day gets to keep it!” Funky Divas @funkydivassalons “Giving samples to people who are more reserved about buying is a great way to make sure they take them home. It reminds them that we are thinking of them and their hair needs at all times” Daniel Ford Hairdressing, @danielfordhair
“We merchandise in a way that makes products easy to find. We believe products that are at eye level are at ‘buy level’” One 2 One Hair, @one2onemayfair
It’s the little things “Put products in clear categories so clients can easily find what they want, such as putting all products for fine hair together” One 2 One Hair, @one2onemayfair
“Let customers see, touch, smell and try the products before they buy. You’ll see the rewards. Not just on your profit line but in your salon service growth” du beau, @dubeauhair
One 2 One Hair
Funky Divas
“Rather than referring to ‘retail’ we call it a ‘recommendation to our clients’, as it is part of their journey to fabulous hair. Because we’re passionate about products, telling our customers feels natural” Funky Divas @funkydivassalons
“Use all possible space. We have a room where clients go to relax while their colour develops. Last year we had a Christmas tree with all of our festive offerings from Redken underneath. Our clients could spend time relaxing and decide which gift to purchase” Color Code, @colorcode_hairsalon
CeCe’s Hair MakeUp & Beauty
“The retail area has to be spotlessly clean and every box and bottle dust free. No-one will buy a dirty product” Michelle Marshall Salon, @michellemarshallsalon
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“We send out a monthly newsletter that includes the retail we’re pushing, along with the services we’re focusing on. We share on social media to target as much of our audience as possible” Michelle Marshall Salon, @michellemarshallsalon “We ran a ‘12 days of Christmas’ sale, with a different deal revealed each day. It was a mixture of services and products and we promoted it on social media, too. It really got a buzz in the salon” Navidi Hair Company, @navidihairco
@michellemarshallsalon
b socia
“The team decides which product should be under the social media spotlight for the week as it needs to be something we love. It’s easier to sell it if you really believe in it” Daniel Ford Hairdressing, @danielfordhair
“We often use social media to let our customers know about deals or when items are back in stock. People are far more likely to scroll through and take notice of our posts then drop by the salon on the off chance!” Funky Divas @funkydivassalons
II
c n e d i f n o C Educatio Live True London
“We assess our clients’ hair, listen to their needs, and how much time they have to spend styling it. Only then are we able to educate them on what products they should invest in” Color Code, @colorcode_hairsalon
“We geek-out on knowledge and formulas so my team and I make sure we’re up-todate with the new product launches and education at Redken HQ” Blue Mango, @bluemangosalon
“Don’t overwhelm clients with too much choice. We know our products inside out but we can’t expect them to feel the same. It’s better to make suggestions that come from great education” One 2 One Hair, @one2onemayfair “Get your staff to come on the journey with you and believe in what they’re talking about. We know our best salespeople in the salon will always recommend the products they have at home” du beau, @dubeauhair “Our stylists are trained to the highest standard and part of this means getting in-depth product education. During staff meetings we all discuss what we’re loving from the salon and any particular tips other stylists have found” Funky Divas, @funkydivassalons
40 The Outliers
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RETAIL SKILLS
COMPLIMENTS o thSEASON YOU’LL HAVE SEEN the smile on your client’s face when they hear a compliment, so let Redken help you deliver smiles all round with its Christmas gift sets, each with its own positive praise-packed message… because compliments are a gift we all deserve! There are five gorgeous limited-edition Christmas collections available, each including a best-selling Redken prescriptive hero haircare range and the iconic multi-purpose treatment, One United. And the really fun part? Each set also includes a compliment card for your client to create their own message and pass it on to their loved ones. And for those clients looking to create their own gift combination? Redken has your back! There are compliment crackers containing travel sizes and a drawstring bag that can be offered as a gift with purchase, giving them the chance to curate the ideal haircare gift with good vibes for friends and loved ones. A fabulous festive season and a red-hot retail time, guaranteed! That’s Redken’s gift to you…
THREE POINT PLAN TO A PERFECT RETAIL SEASON ATTTRACT
Attract new consumers and get existing clients wanting to shop by posting your seasonal offers on social media. Bring in passers-by from the street with exciting window displays.
MERCHANDISE
Create dedicated gifting zones to make your salon an easy and enticing place to shop, and have clear shelf navigation so that your gift offering is hard to ignore.
INCENTIVISE
By placing an incentive poster in the staff room, managers can motivate teams to sell the most. You can also empower your clients to leave some love for their stylist with a compliment ‘tip slip’ at reception.
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Getting digi with it The pressure to perfect your social media feed can sometimes seem overwhelming. Let these top tips from Creative HEAD’s digital editor, Alison Rowley, take you to the next level...
Time it right
● Think about when your audience is likely to be browsing in order to maximise each post’s reach. Typical peak times are first thing in the morning and early evening, as well as 7pm to 10pm. ● Make use of scheduling (via Facebook’s own interface or free management tools) so you can prepare posts to go live during these windows.
42 The Outliers
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Popular posts from @creativeheadmag
Choose your voice carefully
● Entrust posting to someone you are confident can convey your business ethos, while still having the time to keep up-to-speed with the changing social media landscape. ● Draw up a set of brand guidelines – featuring tone for captions, guidance on colour schemes and any image editing to help consistency. ● Include a short planning and social media catch-up segment in your staff meeting where
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SOCIAL MEDIA
“Think of hashtags as a filing system. If you imagine Instagram or Twitter as a bookshop, a hashtag functions like a specific bookshelf” Alison Rowley, @creativeheadmag, 64.3k followers people can share ideas, and create a content calendar for everyone to keep track of types of content that are to be shared each week.
Master the hashtag
● Hashtags are perfect for engaging users who may not already follow you, but have an interest in what you do. ● Use no more than 10 hashtags on an Instagram feed post, and even fewer on Stories. ● Really think about including a mix of frequently browsed, relevant terms as well as those more specific. The name of your local town or nearest city, alongside a location tag is more likely to get you seen by potential clients. ● Find relevant phrases using Instagram’s search
bar on the ‘Tags’ tab to find hashtags featuring a key word (such as ‘blonde’ or ‘rope braid’).
Don’t let the algorithms get you down
● Variety is the key to staying visible. Utilise as many features of Instagram possible – while still producing relevant content – to put you in good standing and help maintain visibility. ● Produce both videos and still imagery, dabble with Instagram Live (possibly at in-salon events) and IGTV (great for longer tutorial videos), update your Stories regularly and maintain a consistent main feed posting schedule. ● Keep an eye on what goes down well with your followers and what doesn’t, and then adapt your posting output accordingly.
THE SOCIALLY SAVVY SALON Samantha Cusick
@samanthacusicklondon 77k followers
“SOCIAL MEDIA has been an instrumental tool in building my brand and growing my client base when opening my first salon. It’s like an accelerated word of mouth. I remember when I would have a new client sit in my chair that had been recommended by her friend – that hasn’t changed, but the way she was recommended has. In case it isn’t blindingly obvious from my profile, I LOVE balayage and by using Instagram to showcase my work, I have been able to create a destination salon that is renowned for incredible colour work. “When clients come to the salon they have already looked at their chosen stylist’s Instagram page, read the comments and watched their Stories. This can make clients feel so much more at ease in the chair as they know they are in good hands. You won’t believe what a difference that makes.”
“Don’t get hung up on likes. If you are consistent, post great pictures and interact with your audience, it will grow” Samantha Cusick, @samanthacusicklondon The Outliers 43
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Hot right now Insta posts can mean prizes, especially when they feature gorgeous hair garnering all the likes! Meet Laurie Williams Hair, winner of the #Extremeplaysafe competition
Laurie Williams
@lauriewilliamshair
1st place
THINGS GOT HOT ON Instagram this summer. To celebrate the launch of Redken’s new heat styling product Extreme Play Safe, the Tribe was set a challenge. They had to create a stunning Instaworthy finish, using Play Safe and some on-trend slogan hair slides, and post away. The Judges – Larry King, Redken UK ambassador; Sheri Doss, global education director for Redken; and Amanda Nottage, editor of Creative HEAD magazine; would then select their favourites. The prize? Well, you’re looking at it – a feature in The Outliers! And which was the hardworking salon whose image came out on top of the hundreds
“We entered #Extremeplaysafe because we love the new product and it was awesome to be able to showcase our work alongside other talented Redken artists #tribegoals!” Laurie Williams, @lauriewilliamshair 44 The Outliers
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SOCIAL MEDIA
of images that flooded in every day? Step forward, Laurie Williams Hair from South Wales. Laurie and colleague Leah were serving all the shimmery cool blonde goodness with their smooth and sleek finish – Glam Girl indeed! “We entered the competition with one of our favourite and most requested rooty blondes, formulated using Shades EQ 9V, 9P and 9NB, finished off with, of course, Extreme Play Safe and styled with soft waves,” says Laurie. “In our salon, Redken is gold. We love it and our clients love it. Our favourite Redken product has to be Shades EQ – it saves the day every time!” As the salon founder, Laurie is behind the salon’s social media, admitting that since she was young she’s always thought about visuals and great presentation. “I can create the perfect story book that reflects our salon surroundings,” she says. “I actually often sit in the bath, in peace with a G&T and do my posts! When I feel the most relaxed I have awesome lightbulb moments.” Right now, it’s the salon’s colour work that’s getting the most likes and comments, especially when they tag the products used. “We put out images that target potential new clients and give a true reflection of what we like to do in our salon,” Laurie explains.
“There is so much talent in the Redken Tribe. It is amazing to see how the power of artists can create a new trend and communicate a shared message when we all work together towards a common creative goal” Melissa Fernandez, general manager, Redken UK and Ireland
2nd place
Upstairs Downstairs, Waterlooville @upstairs.downstairs
3rd place
Voodou Liverpool, Liverpool @voodouliverpool
FAB FIVE PHOTO APPS OVER Perfect for Instagram Stories and main feed posts, this useful tool will help with adding pre-made illustrations and graphics, creating balanced layouts and adding lots of visual interest to your work.
SNAPSEED A must-have for editing raw imagery at the touch of a button. Adjust everything from lighting levels to background blur. Best of all – it’s totally free!
UNFOLD Made specifically for Instagram Stories, this useful app is great for arranging groups of images and videos into a pre-designed layout and creating a unified aesthetic across your posts.
FACETUNE The free version of Facetune is excellent for adjusting the lighting, contrast and other elements of images to ensure they are supersharp and ready for the feed.
COLORSTORY If you’re looking to add a little vibrancy to imagery, this is the app for you. There’s the option to add several lighting filters, colour overlays and much more!
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18/10/2019 12:49
Reach for the stars Redken never stops delivering bigger and better events to help stylists and colourists be ready for anything. From the Queen of Colour herself to the hottest grooming trends, we take a walk down memory lane and recall some of 2019’s top educational moments
Tracey Cunningham Bronde, Blonde & Beyond Masterclass @traceycunningham1
Excitement rose to fever pitch as Redken’s Queen of Colour, Tracey Cunningham, held her first ever Bronde, Blonde & Beyond masterclasses in London and Manchester. More than 140 salons turned out to see Tracey work her magic live on models, while sharing formulas used on her top celebrity clients. Spreading the Shades EQ love, Tracey demonstrated toning techniques and hot tips for that A-list edge. Tracey Cunningham
“Such an amazing experience, getting the chance to learn from one of the world’s best colourists. A massive career highlight” Jack Baxter, Jack Baxter Hair
NO. 1 CELEBRITY COLOURIST 143 SALONS 4 MASTERCLASSES 2 CITIES “Every hairdresser should take a class with Tracey, it’s impossible not to come away inspired!” Becki Beavan, The Hair Boutique
Chris Moody – Train the Trainer Back by popular demand! Global Artist Chris Moody has been educating for Redken for more than 20 years and has taken this best-selling course global. Being a great educator is not easy, but Chris brilliantly communicates how to become one – from breaking down information to be easily absorbed to how to create powerful closings to seal in information. Prep can’t be underestimated either – and Chris covered it all.
Chris Moody
@chrismoodyhair
“We’re sharing how trainers, or potential trainers, can open up their classes for maximum enrolment and engagement” Chris Moody
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ADVERTORIAL
Ky Wilson x Redken Brews Masterclass @kycutwilson
Are you ready for Redken Symposium On Tour? Milan, Italy: 17 to 19 May, 2020
Michelle Marshall Pantone Perfection
@michelle_marshall
Another brand new course for 2019 saw international Redken Artist Michelle Marshall teaching guests her recipe book for incredible trending Pantone-hued looks. Inspired by the trend-forecasted colours from Pantone, Michelle broke down the colour theories for a hands-on session to keep you ahead of the game. She explained how to spot and interpret trending colours using the full Redken portfolio, with the swatches to prove it!
Ky Wilson
Former The It List It Guy award winner Ky Wilson has gone from strength to strength and was tapped to lead the first ever Barbers and Brews masterclass in the UK. Guests chillaxed with Redken beers and ping pong before the boys club got down to business. Ky’s first masterclass was highly anticipated, covering the latest men’s trends, cutting and styling techniques, how to create engaging content for social media and live demonstrations of skin fades, beard trimming and cutting.
Three days of education and inspiration await in one of the most stylish cities on Earth. For the first time, Redken’s Symposium is hopping across the pond to Europe, bringing the same engagement and energy that you can expect from Las Vegas. Classes cover colour, design, men’s grooming and finishing, with some of Redken’s biggest stars on stage spilling their secrets. Expand your business network and enterprise with dedicated seminars on consultation, personality profiles, social media and service menus. Learn Better: Be open to the new and the innovative, while rooted in principles and education. Earn Better: Learn how to balance your life, with the resources you need to achieve your dreams. Live Best: Reach your goals and live your best creative life with Redken. To register for Redken Symposium 2020, email the Redken team at admin@redkenglobalevents.com
Ky Wilson
“We’re creating customised Redken colour formulas using Pantone’s trend report for the upcoming season as our inspiration” Michelle Marshall
Book your place on a Redken course to ensure you Learn Better, Earn Better, Live Best in 2020. Visit lorealaccess.com/uk for more information REDKEN.CO.UK
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21/10/2019 12:42
Who dares wins
Meet the Elite, the colourists who put themselves through the intense Redken Certified Haircolorist Programme (RCH)– it’s tough, it’s challenging, but it elevates you and your skills to a whole new level. These RCH4Lifers show how it changed their colour business for the better
Nikki Calder
Kai & I
Business is booming thanks to her climb in colour confidence “I WANTED TO TAKE on RCH so I was confident in every colour choice I made and to be at the top of my game. It was challenging balancing my business, making time to study and ensuring I was keeping up-to-date with the programme as there’s so much content. I took everything I learnt into the salon and practised so I kept it fresh in my head. “The course took my colour knowledge to a new level, knowing that what I put on the hair will turn out exactly how I want it to. I’m so confident in colour, and my clients love to boast to their friends that they go to a colour expert!”
Weronika Wysocka
Josh Wood Colour
Climbing the ranks at one of the country’s hottest colour specialists
“My business has strived since I did this course – my clients are confident that I know what I am doing and my colour results are amazing”
“I FIRST SAW RCH mentioned on Redken’s Instagram ages ago. I wanted to become a Redken specialist so that there wouldn’t be anything that surprised or scared me in the salon. I wanted to take away as much as I could – I asked so many questions and discussed every single problem with the amazing teachers. The biggest challenge was to understand the Redken mantra and change my old ways of thinking and working. The truth is everyone is stuck in their comfort zone and RCH teaches you how to overcome that! “It’s made my colour expertise much more technical and complex. It also taught me that there’s never only one way of doing something – the beauty of this job is the variety of possibilities.” “RCH gave me confidence and that gave me better results in my salon work. It’s like a snowball effect – it gets bigger and better, faster!” 48 The Outliers
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11/10/2019 15:09
COLOUR EDUCATION
Christopher Coupe
Altitude Hair
Taking on the US armed with his brush and bowl “REDKEN IS THE TOP brand used in the US and this was important as I was moving to Chicago. I wanted to be a colour specialist in the international colour house, to know a colour line inside-out and to be confident I had all the education to handle any colour situation on the salon floor. I switched from another colour brand and that presented a new challenge – learning the different undertone system and liquid demi permanent colours. Within a year I took Placement Matters, Color ER, Game of Blondes, Color Obsessed, Shades EQ gets Social, Love Color and Love Retail! The RCH programme was next. “I’m now in a community with other RCH stylists with whom I bounce ideas around – they’re always happy to listen and share feedback. Redken really is a community that supports one another. That’s important in an industry that changes at such a fast pace.” “RCH equipped me with the technical knowledge to deal with any colour situation, filling any missing gaps of education I had. It gave me the confidence to deal with complicated colour corrections”
Kornelia Grudzien
Halo Green
Happier in the salon and hungry for more
“I’VE WORKED IN Redken salons for years and RCH was always one of my goals. I love being part of the Redken family and I was really focused on how to progress my career. There is always room for improvement and knowledge is unlimited. Since completing RCH, the programme has made me a better technician – I’m more confident in my colour work and it’s made me hungry for more! “RCH has meant a bigger clientele, a better service for my clients and a happier me at work!”
ARE YOU READY? The RCH course is for graduates of the Redken Specialist and Redken Haircolor Authority Program that want to be recognised for their expertise, heighten their status and boost their business. It takes place in London or Manchester and is being revamped in 2020 and is set to be better than ever, so there’s no time like the present to become a RCH4Lifer. Look for all the information to be revealed in the 2020 Redken Education Brochure – coming soon! Visit lorealaccess.com/uk to book Redken courses The Outliers 49
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Q&A
On the Spot with Jamie Sea @prettylittleombre, founder of @salt.hair in Connecticut Quick-fire questions with salon-owner, educator and US Instagram sensation Jamie Sea, who is making waves online showing balayage techniques and ‘pretty little placement’ tips to her 422k followers Home is… Wherever my husband and babies are.
What makes you smile? My daughters.
If you weren’t a colourist, what career would you have chosen? Education, or maybe I’d have gone to art school.
Summer or winter? Summer! I am a beach lover, so the summer is where it’s at for me.
What is your favourite hair decade? I love ’70s-inspired hair because of the fringe and textured movement that lives in the hair.
Your biggest source of inspiration? Music, nature and Pinterest.
Favourite colour to use in the salon? I love Shades EQ because of the diversity of pigment options and that’s it’s a translucent product that makes color melting, low lighting, and global glossing a breeze! Why do clients love Shades EQ? Clients love the shine and reflection this product delivers! My top shades are 5nb, 5na, 10vv, 10v, 9p!
Your most worn accessory? A layered necklace and lipstick. Early riser or night owl? Early riser! I have two kids so I always go to bed early and get up early. If I could tell my teenage self one thing, it would be… You are going to go through A LOT, but you’re going to be okay, I promise.
Images courtesy of Jamie Sea
Favourite colour technique? Hair painting for sure! I was an artist growing up, painting on canvas, so painting hair is very familiar to what I’ve been doing my whole life.
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All rights reserved. 2019
THE CLUB IS OPEN. YOU ARE INVITED. BE A PART OF IT.
BE DIFFERENT. BE REDKEN.
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