S/S22
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JEWELS
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ACHIEVE MORE, NATURALLY!
The star of the show is the new alkaliser technology, which takes Full Spectrum colour to a new level, it: • Enhances colour penetration for deeper colour deposits • 100 per cent grey coverage in just 30 minutes • Delivers radiant shine and longevity – even on those difficult-to-maintain red shades • Gives precisely calibrated shade results and infinite tonal possibilities with an expanded range While the colour is processing, you can relax knowing a new light oil blend – with sustainably sourced, cold-pressed organic ingredients such as avocado, sacha inchi, and baobab oils – is protecting hair for enhanced condition and shine.
d n a t h g i r B
BOLD
AVEDA IS TAKING ITS SIGNATURE PLANT POWER TO THE NEXT LEVEL WITH THE NEW AND IMPROVED VEGAN FULL SPECTRUM PERMANENT COLOUR LINE ARE YOU READY for the next generation of vegan and naturally-derived permanent hair colour? We’re talking brilliant performance fused with a dedication to sustainability – this is the revamped Full Spectrum Permanent Vegan Treatment Hair Colour range from Aveda. The new colour comes with an enhanced formula featuring exclusive alkaliser technology, an expanded palette of customisable colour, Aveda’s specially developed Pure-fume aroma, and a 100 per cent recycled aluminium tube. Let’s dig a little deeper…
On the cover
Hair by SALON SPA W Artistic Team: Carin Gossel, Katie Jo Nelson and China Wong. Photography by Justin Salem Meyer.
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POWER PIGMENTS
COLOUR IS THE NAME OF THE GAME AFTER ALL – WHAT SHADES WILL YOU PLAY WITH IN THE NEW FULL SPECTRUM LINE? IT’S A FULL ARRAY OF TONES CRAFTED WITH A UNIQUE BLEND OF DYES AND PH ADJUSTERS FOR INCREDIBLE COLOUR RESULTS. YOU CAN MIX AND MATCH SEAMLESSLY FOR ENDLESS POSSIBILITIES
*Compared with Permanent Vegan Treatment Hair Colour Natural Series. **From plants, non-petroleum minerals or water, using ISO standards. ***A 900kW solar array at Aveda’s primary manufacturing facility generates up to 50 per cent of energy, remainder is wind power through renewable energy and carbon offsets.
Joe Hill, Aveda international technical capability manager, explains what new Full Spectrum Permanent Vegan Treatment Hair Colour is all about: “I need a colour palette that not only gives me options but broadens my artistic reach. Aveda’s next generation Full Spectrum Permanent Colour means I can now play with my formulas; they can be cool and smoky with the Natural Cool series, or glow with warmth by utilising the Natural series. My guests and I have never been happier!”
NEW NATURAL COOL SERIES
Features 60 per cent more cool dyes* to neutralise hair’s underlying warmth while staying true to level. Available in nine levels – 1NC and 3NC to 10NC.
NEW NATURAL NATURAL SERIES
Adds opacity and coolness for 100 per cent grey coverage in 30 minutes, available in seven levels – 2NN and 4NN to 9NN.
IMPROVED NATURAL SERIES
Offers the same tonal quality as the previous Full Spectrum colour, with exceptional colour placement and longevity. Available in eight levels – 3N to 10N. Aveda Full Spectrum Permanent Vegan Treatment Hair Colour is 96 per cent naturally derived,** and like all Aveda products, is cruelty-free, vegan and manufactured using 100 per cent renewable energy.*** And the eco-efforts don’t stop there: each colour is housed in a 100 per cent recycled aluminium tube, with FSCcertified 100 per cent recycled fibre cartons.
Step into the future of vegan and naturally-derived hair colour with Aveda Full Spectrum Permanent Vegan Treatment Hair Colour. For more information call 0370 192 5650 or email joinavedauk@aveda.co.uk @AvedaUKPro @AvedaUK #AvedaColour PAINT | 03
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EYESо y
All
BEIGE
For the ultimate mushroom blonde or earthy brunette, Aveda has introduced the brand new beige addition, designed to give guests a chic and expensive-looking nude undertone.
@racheltodiscohair
@thecolourboy
@leahhill_hair
_hair t: @janine_marino Model pictured lef
MEET AVEDA’S NEW PURE TONES, GIVING YOU EVEN MORE SCOPE TO CREATE UNIQUE HUES
MATTE
When you don’t want to see any warmth, reach for new Matte tones, with grey-violet in the lighter shades. It gives a smoky iridescent look, through to grey-green at the darker levels for a chalk-like finish to hair.
PINK
Envisage a customisable pink for every level and client! Use this tone to achieve everything, from dreamy pastel pink all the way through to bold fuchsia, or even velvet brunettes.
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FULL BLOOM
ANTOINETTE BEENDERS HAS DONE IT AGAIN! WE TAKE A LOOK AT HER NEW COLLECTION FOR AVEDA, BLOEM, PROVIDING INSPIRATION FOR A FRESH COLOUR PALETTE FOR SPRING
Bloem, which means ‘flower’ in Dutch, is the perfect name for the inspiration of botanical beauty that you’ll find in the latest collection from Antoinette Beenders, Aveda’s senior vice-president of global artistry. She embraced nature’s colours in their richest, boldest and most opulent hues for this stunning collection. The Aveda Full Spectrum Vibrants were her tools of choice to achieve the bold colours for this collection, focusing on hues that complemented the skin tone of each model.
ECTION “THE AVEDA BLOEM COLL E REPRESENTS THE ULTIMATTIO N FLOWER POWER, A COLLEC DESIGNED, SCULPTED ANDERS PAINTED BY NATURE. FLAYOW STIMULATE FRESH W SNEOFW G THINKING – INCUBATINON IES RM COLOURS, NEW HA AND NEW IDEAS” ANTOINET TE BEENDERS
Antoinette calls this ‘cutting with colour’: strategically placing her colour work from the point of a hair stylist, not just a colourist. The technique is defined by establishing bold, graphic lines and allowing the hair to move naturally to achieve a seamless gradation of colour. On stage, Antoinette and her team brought the Aveda Bloem collection to life in exquisite fashion at Aveda Congress, showcasing precisely what can be achieved with the next generation of Full Spectrum.
CONCEPT AND CREATIVE DIRECTION Antoinette Beenders. PHOTOGRAPHY Andrew Yee. CUT AND COLOUR Antoinette Beenders, supported by Allen Ruiz and Eva Van Anglen, using Aveda Full Spectrum Vibrants. MAKE�UP Walter Obal using Aveda makeup. STYLING Anna Katsanis. PROP STYLIST Shari Anlauf. CASTING Paul Isaac.
In
Create your own show-stopping colour with the fresh face of Full Spectrum from Aveda. For more details call 0370 192 5650 or email joinavedauk@aveda.co.uk PAINT | 05
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b t n i a P to boost s e h c n u la t s e The lat lour kit o c r u o y f o s t n the conte
Saving time at the backwash = seeing more clients = more money in the till. INNOluxe Balance Plus PLATINUM both treats with a bond builder and tones with intense purple pigments in one! innoluxe.com
It ’s all ab t the mоey, hоey
by Lisa Luxury Brunette – as modelled here layers placed Snowdon – is a multitude of luscious and glimmers throughout the hair, so it shimmers from a flat away ing in natural light. “We’re mov shades to iple mult on sing focu and tone all over creating and g mixin achieve dimension by inter ty’s Beau and Hair lle Nevi says ds,” custom blen . hues e thes nd behi Seniz Alkan, the colourist
Colorance Gloss Tones by Goldwell are liquid demi-permanents that serve up superior shine in just 10 minutes. Available in clear and 15 shades of blonde, the vibrant and healthy-looking results last up to 41 per cent longer than rival brands. goldwell.com
Brrr… There are four new Cool Hues as part of Indola’s Permanent Caring Color range, inspired by natural, earthy cool tones. Packed with vibrancy and shine, it also covers up to 100 per cent of grey hair. indola.co.uk
Check out the Pulp Riot shades Jaymz Marsters used for his models on page eight, they’re Nuclear, Blush, Powder, and Mercury from its semi-permanent line-up. Plush, rich shades that any client might like to experiment with. lorealpartnershop.com
Everything you need for every kind of blonde in one box? Yup, thanks to ASP Expert Haircare’s System Blonde Full Intro Kit. Powder lightener, crème lightener, developers and anti-yellow and anti-orange shampoos and masques. What a deal! asphair.com
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It’s time to Boost your colour! The 14 new Boost shades from Bhave are chock-full with plant-based keratin technology and essential amino acids to ensure that colour packs a real punch. bhavehair.uk
R 2022 COULD YOU BE OU LOUR CO D TE AN W MOST EXPERT ? HEAD TO .COM CREATIVEHEADMAG TO ENTER NOW
It’s sheer and shiny with zero lift and zero damage – and it’s the biggest colour innovation from the Wella Professionals’ labs in a decade! There’s plenty to get excited about with new Shinefinity – you’ll see luscious speedy results that are great for the ’Gram! uk.wella.professionalstore.com
Aveda’s Full Spectrum Permanent Vegan Treatment Hair Colour now boasts new and exclusive alkaliser technology, an expanded palette of customisable colour, a specially developed Pure-fume aroma and a 100 per cent recycled aluminium tube. aveda.co.uk
NAK HAIR colour isn’t just about pigments in a tube; it’s about integrity. There’s the gentle NAK HAIR Permanent, ammonia-free NAK HAIR Soft and the NAK HAIR Blonde 360 collection to play with. xpertprofessional.co.uk
BLONDME Bond Enforcing Lift & Blend collection from Schwarzkopf Professional lifts and tones in one step for more mature guests with 30 to 70 per cent white hair. schwarzkopfpro.com
It’s getting hot in here, so make sure you’ve got the new Golden Blondes line-up from Redken’s iconic Shades EQ Bonder Inside, for all those clients who want to get toasty. lorealpartnershop.com
Inspired by a bit of Very Peri? Then get your hands on Lie Locks, the Manic Panic semi-permanent vegan colour cream, for your hit of 2022 on-trend colour. manic-panic.co.uk
awn – we bowls at d It’s colour Goldwell’s d n a e Panton nd they have both a f the year, ll colours o t. Goldwe n re e iff d e more trore a , m couldn’t b u g for Bubble the has opted that walks ink shade p c and k in p t futuristi o h en vibrant, ting line betwe e contras stels. In th a p hing tc a -c classic ye e n ery Peri, a V ne is o r rt e e rn d co d un a violet-re blue with . e n from Panto
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@jaymz.marsters
ON’T “WHEN YOU DIVE OFFER CREAT ’RE COLOUR, YOU UR REDUCING YO POTENTIAL D YOUR AUDIENCE ANIC DEMOGRAPH LY” DRAMATICAL S TER JAYMZ MARS
? z i b r l o c r y ing
Build
! E V I T A E R GET C PAINT teamed up with Pulp Riot to discover how its superior semi-permanent paints can help you unlock new service revenue and attract fresh faces
THE COLOUR LANDSCAPE has changed so much post-Covid that any helping hand for client recruitment is welcome. And what you need might be so in-your-face that you haven’t even seen it… Creative colour! It’s a seriously lucrative business for salons to tap into, thanks to how high-maintenance creative colour results can be. That means more frequent trips back to see you, and more money spent on those services. In a few simple steps you could be building a creative colour clientele before you know it, with the help of Pulp Riot.
“When you don’t offer creative colour, you’re reducing your potential audience and your demographic dramatically,” explains renowned creative colour artist Jaymz Marsters. “You can’t push somebody away who wants a bit of pink in their hair just because you don’t feel confident enough in doing it. Financially, it’s an add-on service that doesn’t take much time but adds to the final bill.” Build up your colour business with the following top tips, and you’ll be painting the rainbow in no time…
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@hellsbellshair
TION! THE DON’T FORGET THE LAW OF AT TRAC ST ON SOCIAL MORE CREATIVE COLOUR YOU PO TS WILL HAVE MEDIA, THE MORE INTEREST CLIEN
@karathomsonhair
Social n ms
Erase fears
el n a p n e d d i h a Dip a e with
@karathomsonhair
olutions – creative s r fo ing u o y e to m into try eady com tempt the to ing m ts a in fr o Clients alr e p c nels, fa of entry a e p g n n e ra d a id d r offe intro uce box. H at ways to out of the re g g in re th a e ts m so w roo nd shado sections a y. tl b u ur s some colo
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potential for Pulp Riot Semi Permanent colour offers so much amazing Riot’s Pulp by ered colourists. The 28 shades are bolst via and ss Acce al L’Oré on free, is education – most of which each lise paste can you Clear with and – ation Facetime Educ anent shades blend shade for even more variety. The Semi Perm semi-permanent other most effortlessly, and last longer than evolving looks, or tiful, beau for ne on-to options. They fade toneBlank Canvas. you can go back to the beginning with Pulp Riot’s
Get excited about colour again with Pulp Riot Semi Permanent colour. Try the colours for yourself at lorealpartnershop.com
FREE PULP RIOT COLOUR WHEN YOU BOOK FREE FACETIME EDUCATION
*UK & ROI residents age d 18+. Entries open 00: Entrants must be a salo 01 01/03/22 until 18:00 n owner (whether they 30/04/22. do or do not stock L’O Products Division brand réal Professional products in their salon), a hair professional who salon, or a mobile or free is employed in a lance hair professiona l. One tube of Pulp Rio sample available, subject t semi-pe to availability while sto cks last. Full T&Cs at pulp rmanent riothair.com
It’s importan t to remind clients that shy as they they can be like. “I have as brave or clients expe panels of c rimenting w olour,” Jaym it h smaller z e xplains. “Dip Don’t like it ? No proble m, Blank Can -dyes will be big too. removes 10 vas from Pu 0 per cent o lp Riot f the colour.”
Want to learn how to get clients AND get creative with Pulp Riot? Get one-to-one training from a Pulp Riot Artist and a FREE tube of Pulp Riot Semi Permanent colour when you book in for a free 30-minute Facetime Education appointment. Simply scan the QR code to book now.*
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Wella Professionals Shinefinity
k c i Qoul r c WE FEEL THE NEED, THE NEED FOR COLOURD THAT CAN TURN AROUSNIN INCREDIBLE RESULT ILY, RECORD TIME! LUCK AT THAT’S EXACTLY WHND WE’VE FOU
Ne ed f WHETHER IT’S DOWN to lingering Covid caution, personal lives picking back up or sheer impatience, we’re hearing time and time again that clients want to spend less time in the salon. Hardly ideal for colourists – after all, it’s often hard enough convincing clients that they can’t always get what they want in one appointment alone. “A lot of people are realising time is precious.” says 2021 Most Wanted Colour Expert Ashleigh Hodges. “Clients nowadays, with working from home, will try and fit their appointments around meetings or other arrangements, stacking them. They want to be really quick so that they can be back home, or heading off for their next meeting.” Luckily, colour brands have heard the call, and there’s been a serious leap forward in the formulations to deliver fab results FAST. Like Formula One cars, these are the top-tier products with tonnes of tech behind them, built for maximum speed, and colourists are developing new services to offer alongside them. 10 | PAINT
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UNDER THE HOOD
@nancystripecolour
@erikpascarelli
Now we know how client behaviour is changing, it’s time to rethink your tools and services. Can you keep up with this change in demand, literally? “If I was doing what I had been doing before the lockdowns, I would still be dealing with backlog,” states Buckinghamshire-based Wella Professionals Passionista Cristina Fazzone. New services using innovations such as Wella Professionals Shinefinity can deliver that hit of colour and finish in next-to-no-time. The long-lasting glaze finish can be paired with a blow-dry for an ultra-fast turnaround time, taking just 10 to 20 minutes to develop.
FIRED UP
@cristina_fazzone
“When the world opened up again, everyone had a lot of catching up to do,” says Scunthorpe-based Pulp Riot artist Liz Hewitt. “With events such as weddings, parties and birthdays all back on, guests wanted to get fitted in to look their best, often last-minute. Trying to find time in the their schedules can be tricky.” Liz has taken to adapting her services, offering lived-in colour clients a face frame and toner refresh that’s proving popular. “It’s quick for both me and my guest, helped hugely by Pulp Riot’s High Speed Toners that can process in five minutes. Refreshing their face frame gives them a pop of brightness where they like it, and as a stylist it’s a quick application, taking just 15 to 20 minutes.” Erik Pascarelli, a Pulp Riot artist based in Hackney, is finding that his whole schedule has changed, with clients now much more likely to book midweek, and even midday. “With a lot of people still working from home I find my clients are now a lot more flexible about which day they come in, but they need to be out fast for their next meeting! Some are even on a call as I put their colour on, which often means collaborating on timings around their work schedule.”
Lynette Murray, co-owner of Studio A114 in Belfast, has also adapted how she works, as many clients now bring a laptop to the studio to continue working. “Some of them say they don’t have time for the simple pleasures they once enjoyed,” she explains. She’s found herself doing a lot more root covers and quick touchups, conscious of her clients’ time, slotting in multiple small appointments into her day, rather than a couple of long ones.
Nancy Stripe, owner of Stripe Colour Studio in Handforth in Cheshire, developed a ‘Top-Up and Tone’ service to slot neatly into her menu. Known for bespoke balayage, she knew she needed to get clients returning more regularly, and it has done the trick. “It’s a balayage-infused T-section, essentially,” she explains. “It’s about maximum dimension, with minimal colouring.” She can fit two Top-Up and Tone appointments over two hours comfortably, using her trusty L’Oréal Professionnel Paris Dia Light formulas to refresh colour after spotlighting the front sections and ends which bring the balayage back to life. David Adamski, senior colourist at Samantha Cuisick in London, relies on Redken’s Color Gels Lacquers for full grey coverage in 10 minutes – ideal for the crowd at the new Fitzrovia salon. “It means you can do a regrowth tint over your client’s lunch break!” he adds. Katie Avery, owner of Avery Salon in Brighton, relies on Color Gels Lacquers too for her Express Colour Session service: “Clients appreciate that there are more options to suit their needs, especially if time is one of them.” PAINT | 11
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Improvements to formulas are obviously ideal for existing clients, but they should also be your secret weapon to convince non-colour clients too. Think of them as a Trojan horse – a way of introducing the concept of colour services without scaring off shy clients. A global application of Goldwell’s new Colorance Gloss Tones work in just 10 minutes, and whether you choose clear, or a hue similar to the clients’ natural colour, that impression will last. Keep it simple, keep it subtle, but keep them curious – without commitment. Ensuring shine and condition is crucial for this top-coat appeal, as so many prospective clients are worried about the concept of damage. ALFAPARF Milano’s Gloss Toners feature the essential amino acid arginine prominently, due to its key role in hair keratin and skin collagen. By incorporating arginine in the formula, these luminescent toners help to combat external factors that lead to weakness, hydrating and protecting the hair shaft while leaving a delicate veil of colour for clients to try. Quicker techniques are also great for younger staff to grow their confidence. “Introduce junior team members to your customers, so they can help with certain services,” suggests Niamh Hayden of Divine Hair in Waterford. “Offering express services, such as toners and conditioning treatments inbetween big colour appointments, will help younger team members gain confidence and get to know clients, while freeing you up for the bigger, more lucrative appointments.”
niamh @d
airby ivineh
se, For powerful pigments without pau m ctru Aveda’s updated Full Spe Permanent Colour processes in just 30 minutes. It can be scary, adjusting a much-loved formula, but the innovation better matches colourists’ needs. “Our scientists have been researching new advancements for years and had a massive breakthrough in finding an alkaliser that hasn’t been used in hair colour,” explains Ian Michael Black, Aveda’s global artistic director of hair colour. “It’s combined with a beautiful oil – blend, which means better results s dye of quicker, deeper depositing .” into the hair and minimum damage l ona essi Prof f kop Schwarz e developed its IGORA COLOR10 rang -touch root , -ins walk specifically for unexpected the of one erst corn A ts. ups, and male clien can IGORA range, colourists know they the n eve of e erag cov ect perf ure ens e whitest hair in just 10 minutes, whil n ditio con t leaving locks in grea thanks to unique amino acid technology built into the formula. The finish is sophisticated and intentionally understated – not everyone wants a high-impact look after all.
hayde
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@haircolouristinlondon
IN YOUR SLIPSTREAM
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KITTED OUT
HAVE THE CONFIDENCE TO TAKE YOUR BLONDE CLIENTS TO THEIR DREAM SHADE WITH NEW SYSTEM BLONDE FULL INTRO KIT FROM ASP EXPERT HAIRCARE From buttery warm blondes to icy white hues, there’s a blonde for every occasion – and more importantly, every client. For ultimate flexibility and freedom to create every shade of blonde, you need a system that you trust from the initial lift through to aftercare. System Blonde from ASP Expert Haircare has plenty of options to choose from, it’s your one-stop toolkit for blonding. It accommodates your preferences for everything from lightener texture to desired final tones. ASP has even brought out a new Full Intro Kit for every kind of blonde to make your life even easier. It contains everything you could possibly need for any blonde client. Push the boundaries of colour performance with clean, stable lifting, with the perfect tools to create and maintain bright and beautiful blonde shades from day one.
INSIDE THE SYSTEM BLONDE FULL INTRO KIT • Ultra-Lifting Powder Lightener 500g • High Performance Powder Lightener Blue 500g • Ammonia-Free Powder Lightener Blue 500g • Ammonia-Free Créme Lightener 250g • Anti-Yellow Lightening Additive 80g • 3% 10vol, 6% 20vol and 9% 30vol Créme Developers 250ml • Anti-Yellow Shampoo 1000ml • Anti-Orange Shampoo 1000ml • Maintenance Conditioner 1000ml • Anti-Yellow Masque 500ml • Anti-Orange Masque 500ml • 24 Anti-Yellow Shampoo/Conditioner Sachets 10ml • 24 Anti-Orange Shampoo/Conditioner Sachets 10ml • Three Ultra-Lifting Powder Lightener Sachets 40g
Upgrade your blonding toolkit with the help of ASP Expert Haircare. Find your local trade stockist at asphair.com/trade-locator or purchase directly at asphair.com PAINT | 13
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We anticipate a glaze craze for the luminous, damage-free Wella Professionals Shinefinity, with its enviable shade palette of natural and creative tones. wella.com
Aveda Full Spectrum Permanent Colour processes in 30 minutes for exceptional care, thanks to a unique oil blend. aveda.co.uk
E ARE RAISING THEIR OB GL E TH SS RO AC DS BRAN FAST RESULTS, GIVING GIN TN GH LI R VE LI DE GAME TO TO REACT QUICKLY TO ED NE U YO S OL TO E TH YOU AND NEEDS YOUR CLIENTS’ WANTS
Expect colour results in just two minutes with bhave 360. For a full toneup, you only have to wait 10 mintues. bhavehair.uk
ASP Expert Haircare Hotshotz feature shea butter and argan oil to nourish and revive existing, faded hair colour in minutes. asphair.com
The OG acidic liquid colour, Redken Shades EQ is beloved for its incredible shine, and is better than ever with Bonder Inside technology. redken.co.uk
Achieve 100 per cent grey coverage in just 10 minutes with JOICO Lumishine permanent colour, while also delivering that signature JOICO gleam. joico.eu
Ideal for reviving colour or weakened hair, the L’Oréal Professionnel Paris Dia Light acidic gel-crème formula adds subtle richness and gloss in just 20 minutes. lorealpartnershop.com
Enjoy 22 shades of reflective, mirror-like shine thanks to ALFAPARF Milano Gloss Toners arginineenriched formula, for maximum results in a flash. alfaparfmilano.com
s n e h i a c M Offer colour and care in one with Schwarzkopf Professional Chroma ID high-performance colour masks, with integrated bonding technology. They take just three minutes to work. schwarzkopfpro.com
Revlon Professional Nutri Color doubles as an intensive treatment with a veil of lowcommitment colour. revlonproshop.com
Goldwell Colorance Gloss Tones have luscious, liquid formulas available in 15 shades plus clear, and get to work in just 10 minutes. goldwell.com
Pulp Riot High Speed Toners do what it says on the tube! Extreme speed with the added bonus of easy, quick removal with Pulp Riot Blank Canvas. lorealpartner shop.com
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GOT A PROBLEM? GET FIXED IN A FLASH WITH A LITTLE HELP FROM SLICK. HERE’S…
COLOUR CLIENTS GOING ROGUE Colour clients’ behaviour has always been difficult to predict. And post-Covid? Even trickier! To get ahead of your clients again, it’s safe to say that fresh thinking is required. Slick’s salon software has all the tools you need to help you to coax new and existing clients back in – without having to bombard them with calls or strike up awkward conversations. If you haven’t seen your client in more than six weeks, and they don’t have an appointment booked, you can arrange to fire off a quick message. Got a new client who hasn’t popped in for a patch test? No problem, schedule a reminder. Or if you’re looking to tempt in your big spenders with news of a new product, it takes seconds to pull them out of your list and contact them. If you’re not a marketing expert, don’t worry! Book a one-to-one session with your dedicated Slick business coach, included in every package, and get personalised advice on campaigns.
THREE TOP TIPS TO TEMPT BACK COLOUR CLIENTS: LOCK ONTO YOUR TARGETS: Time to do some analysis and discover which colour clients don’t have an appointment already booked in – then reach out to them! FOCUS YOUR OFFERS: Don’t lose money unnecessarily. Tailor SMS offers to be applicable to certain stylists, or specific services with a high profit margin. DRESS TO IMPRESS: Fill your social media feeds with client transformations, cool transition videos, and install a ‘Book Now’ button to convert attention into bookings.
HOW SLICK FIXED IT LEWIS GARRETT GARRETTS HAIR BOUTIQUE, WEYBRIDGE
“We had just switched to Slick and I decided on a SMS campaign to boost our late January bookings. The education had been really good, so right after the tutorial I went on to try. Our colour notes had all been transferred across, so I targeted male and female clients who had any colour service in the past six months who did not have a future booking with us. “I just typed in a text – we offered 30 per cent off any colour booked with any finishing service – with a time limit to use the offer and included the booking link too. The whole thing took fewer than 10 minutes to do. We sent it to about 80 clients, and the booking value that came back from it came to £2,474. It worked so well! The SMS equivalent cost was about £15, and I didn’t have to sit on the phone or spend ages figuring it out. We do regular loyalty programmes for clients too, but to able to add something like this for quieter moments is great. We have 500 free texts a month on our account and it’s so simple. It’s great for my team members to be able to use if they have column gaps, or need to alert clients about holiday coming up – now that I’ve done it I can teach them.”
WHAT YOU CAN DO NOW
BRING BACK ERRANT COLOUR CLIENTS DON’T DELAY, FIGURE OUT HOW YOU CAN START A CAMPAIGN TO
Talk to the Slick team about the challenges your business is facing on 01202 286 005, email info@getslick.com or visit getslick.com/creative-head to sign up or book a demo PAINT | 15
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, T E S , Y READ
S S O L G
NEXT-LEVEL BLONDE IN JUST 10 MINUTES AND WITH INCREDIBLE SHINE? MEET THE COLOUR THAT REPAIRS – NEW COLORANCE GLOSS TONES FROM GOLDWELL
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GOLDWELL COLORANCE GLOSS TONES HAVE GOT YOU COVERED! Ammonia-free, shine-infusing liquid hair colour that delivers luminous, longerlasting blondes in just 10 minutes? No wonder everyone’s talking about Goldwell’s new Colorance Gloss Tones! Available in clear and 15 shades of blonde, and delivering amazingly shiny results that last more than 41 per cent longer than a leading competitor, Colorance Gloss Tones have the added bonus of IntraLipid Technology, which regenerates up to 70 per cent of lost lipids. A colour that repairs? Well, now it’s true! Goldwell Colorance Gloss Tones are an exciting new addition to the Colorance family, which allows you to customise your colour services to deliver exceptional results on all types and textures of hair. In Colorance you’ll find a mind-blowing 66 ammonia-free shades, allowing you to do everything from enhance natural colour to tone and refine, create expressive shades and refresh existing colour bases. There’s also Colorance Cover Plus, a choice of 11 shades that provide a natural blending of grey hair with up to 75 per cent coverage. There’s a reason Goldwell is using the hashtag #colourforeveryone – with options like these, your colour has no limits! 18 | PAINT
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“DELIVERING MAXIMUM SHINE, ENHANCED BRILLIANCE AND LUMINOUS CONDITION FOR YOUR CLIENTS IN JUST 10 MINUTES, GOLDWELL COLORANCE GLOSS TONES CAN DRAMATICALLY BOOST YOUR COLOUR SERVICE MENU – AND YOUR PROFITS” MARTIN CREAN, OWNER, MODE, COTSWOLDS
Find your true colour. Discover more about Goldwell Colorance – including new Gloss Tones – at goldwell.com @goldwelluk #colourforeveryone PAINT | 19
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@abby_hairministry
@ironmer_maiden @safyb_salon
@aim_gilp_ at @hxhair @kirstydowntoearth
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How to shoot a SEEING THE CRAFT BEHIND COLOUR HAS ALWAYS BEEN OF INTEREST TO OTHER COLOURISTS… BUT AS CLIENTS ARE NOW MORE APPRECIATIVE THAN EVER OF SALON EXPERTISE, SHOWCASING THE ‘HOW’ IS AS VITAL AS THE FINAL LOOK. WE ASK THE PROCESS PORN PROS FOR THEIR TOP TIPS AN EXPERTLY FOLDED fan of foils… a rainbow of fruity-hued inky sections glistening at the backwash… a perfectly patterned placement of balayage… do we have your creative juices flowing? There has been an ever-increasing audience for the behindthe-scenes brilliance of colour at the hands of a professional, showcasing all the craft and everyday magic that you never truly got to appreciate. Fans of processperfect.com will know exactly what we mean. But ever since lockdowns lifted and consumers with poorly applied DIY box colour came running back with a new appreciation of what colourists do, there’s been a greater love of this process
imagery and video from clients, and would-be clients, too. It all helps to hammer home the professional difference, while also throwing light on why professional colour costs what it costs. Sharing how you create, rather than just what you create, can win you more heads to play with… and more money in the till. “Process porn isn’t just the shot of a beautiful vivid colour, it’s the entire process and, at the moment, people are craving the process,” agrees Heff y Wheeler, Pulp Riot artist and founder of Hx Hair in Rugeley. “They want to see the transformation from start to finish.” Want to know how to capture the best process content to share with your followers? Get your smartphone ready…
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@pedro_plastic
Ensure there is nothing else that can draw attention away from the content you’re capturing. Don’t have all the mess of a salon in the background – keep it slick and sleek. “It might sound simple, but a clean, white background makes your colour pop!” advises Safy B, founder of Safy B Salon in Aylesbury and a Goldwell Master Colourist. “Using different areas to capture the content is also a great way to make people notice. I recently captured a colour process when it has just been washed off, with the hair placed in the clean basin, and it had a great response. Dare to be different!”
Use videos alongside Reels and TikTok @normanboulton
Choose your background carefully
Let the right light in
Using a ring light, camera effects or brightness is a great way to make the process stand out even more than it already does. “Natural salon lighting can work for some colours but not others. If you want to create stand-out content invest in a few extras to help with this. The difference in images when using a ring light is incredible,” explains Safy.
Be ready for anything, at any time
Be creative!
Process porn doesn’t have to be done on models or clients; you can also use extensions and doll heads. “Sometimes capturing the process during a busy salon day can be stressful, or you forget to capture the final look,” admits Safy. “Creating extra content when you have some downtime is okay too.”
Play to their satisfaction @gracedalgleishx
You never know when you’ll have that special moment with a client’s colour, so be prepared. “Always have your camera at the ready. Sometimes the best shots or the best videos come when you least expect them,” says Heff y. “The more you have and the more you practice, the better it will be and the quicker you’ll become. Sometimes you can see the shot before you start planning it!”
Digital movement is a great way to gain traction, as video content is still the highest performing content type on the likes of Instagram, Facebook and more recently TikTok. “Using Reels, speed-up filters or enhanced effects really do work,” says Safy. “I often set up my phone on a tripod and film the entire process, speeding it up for the final edit – it’s so cool to watch back. Likewise, you can always cut it down and put together a simple TikTok video with some cool music – both work well.” “On my TikTok now I’ll have a video where the final result will only show for a couple of seconds, so people need to be engaged to see the end result,” explains Heff y. “I get the most engagement and client referrals from using video content of the process rather than still images on Instagram. Using voiceovers to talk through techniques and products helps engage the audience, too.” “Keep your videos short and juicy,” advises Not Another Salon’s Norman Boulton. “The content on all socials is all about video shots. Get straight to the point and make sure your first three seconds of video content are interesting enough to grab the attention of the viewer.” Satisfying content works so well, especially on TikTok and Reels – colour being rinsed off in slow motion, fingers running through the hair to remove excess colour on a vivid, a foil being slowly pulled out. “This type of content is super-satisfying to watch but it gets great engagement too,” explains Heff y. “People want to know what you’ve used.” “Perfect colour placement such as rainbow roots are a huge hit, colour bowl blending and mixing is another – these can instantly grow your engagement and are so simple to create.” agrees Safy. “ASMR proved to be a huge video trend that does not seem to be slowing down, so show the people what makes their senses tingle!” adds Norman. “Lots of squeezing and milking motions when twirling colour around in the hair make for satisfying content.” PAINT | 21
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I LIKE THE WAY YOU MOVE
ZOË IRWIN, CREATIVE DIRECTOR OF JOHN FRIEDA SALONS AND UK COLOUR TREND EXPERT FOR WELLA PROFESSIONALS, EXPLAINS WHY SHE BELIEVES THE ANSWER IS IN PERFORMATIVE COLOUR WORK DURING LOCKDOWN A lot of people used hair colour from chemists and the supermarket and realised you can’t actually bleach your hair at home! The forced closure of salons has driven a greater appreciation of what we do as colourists, and that’s something we should be elevating even further. Now is the time to ensure everything you’re doing with clients showcases the craft behind it, even if it’s simple. Maybe a twist in the way you move, a flourish as you run that colour brush down the hair. Why? To maximise the greater appreciation of our craft. Another post-lockdown trend is consumers being driven towards self-care – any kind of nurturing service, anything feel-good. I look at how a beautician moves; it’s often with a real softness of touch with their client. Think about that when you’re colouring, moving in graceful, soft but deliberate ways. I have studied body language and tai chi, which increases your flexibility and balance but also teaches you a beautiful flow. This truly changed my approach, and I would suggest it as an interesting idea to look at together as a salon team. The power of touch and body language helps clients relax and gain their trust. I turned to movement when looking to advance my career. It’s helped me gain a large, happy clientele who return to me because they trust me to change their style and colour to something bespoke to them. How I move my client’s head and the flow of movements I use comes from massage techniques; never jolting, always gliding. For example, as I move my client’s head back, I always support the back of the neck, gently cupping my hands in the nape and placing one hand across the top of their forehead to guide them gently back. I studied head massage in India and London and incorporate these movements into my work. When I massage in a treatment or colour I use these techniques, making it more relaxing. The flow as you move around a client is incredibly important. For colour appointments it’s vital, as clients are more inclined to be nervous about a change in shade, especially new guests. Ask a new client why they return to a colourist and they will often say: “It was how they made me feel”. We tend to sum this up as a client appreciating their colour result, but I feel so much can be gained by relaxing them and filling them with confidence, it can often be a subconscious thing. I soften my voice and always do my consultations while sitting at eye level with the client. If I use these methods when colouring it makes my clients relax and my days of colour work more interesting as they trust me with greater changes – all because of how I move! People want to see your art and the craft behind it… and seeing it can win you greater client loyalty, trust and even spend.
Have you got an opinion to share? Let us know @creativeheadmag and we’ll start a conversation 22 | PAINT
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