Issue 05/2020
Outliers THE
The innovators and salons disrupting the status quo 001 Outliers_Issue_5_Cover_GW4.indd All Pages
16/09/2020 15:07
#@GLROESDSKITEUNP
#G#LOGSLSO
OWN THE TONE #FSOHRASDILEVSEERQ & GRAY
OWN THE TONE FOR BRUNETTES
O#WSNHTAHDEETSOENQE FOR BLONDES
All rights reserved. 2020
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All rights reserved. 2020
INTRODUCING THE COOLEST COVERAGE SHADE FAMILY IN THE PERFECT PAIR
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CONTENTS
Hello
Outliers THE
Definition: person(s) differing from all other members of a particular group or set
Contents
Anthony Young of Moko, by Nick Freeman Photography
THIS YEAR HAS illustrated that as a business – be that a salon, an educator, an independent – you need to be agile, able to respond to any challenge. Those who are limber – quick to rethink their strategy while remaining proactive – will continue to shine bright and succeed. The Outliers is about showcasing and celebrating those artists and business owners who have been nimble, have future proofed their businesses to ensure they continue to grow and flourish tomorrow and beyond. They have pivoted to other platforms when necessary to keep communicating with their clients, to keep getting Redken favourites into their hands, to keep them loyal to professional colour. Inside you’ll meet salon stars who have faced the same unforeseen obstacles as many of you, and have reacted by thinking smartly, acting differently, and keeping the conversation alive! These salons, educators and artists are all proudly part of the Redken Tribe – perhaps they have a few ideas to inspire you too…
Amanda Nottage – Editor
06 New beginnings
From makeovers to mega salons, these innovators are writing their next chapters
18 Future proofers
These salons are ready for anything the future can throw at them
26 No ego in this team
We talk to the Lockonego salon team about what keeps them moving forward
30 Colour worth waiting for
Mesart, photography by Heather Yates
Discover how these colourists created a clientele loyal to salon shades
38 Social climbers
Savvy selfies and stunning Stories – social media can transform business
46 Going live
Meet the members of the Redken Tribe hitting Instagram to deliver inspiration
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 DIRECTOR Laura Tucker PUBLISHER Catherine Handcock Supplement produced in association with Redken. On the cover, clockwise from top left: Jamie Sea (@prettylittleombre), The Parlour (@theparlour_jsy), Claire Martin (@clhair__), Mesart (photography by Heather Yates), Jonathan Long of Lockonego, Percy at Percy & Reed, Shai Greenberg of Gielly Green (all three photography by Harvey Williams-Fairley @ Capture Collect), Moko (photography by Jerry Wesley), George Northwood (@georgenorthwood)
Creative HEAD, Alfol Ltd, PO Box 289, Hexham, NE46 9HJ 01434 610 416 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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beginnings
New From makeovers to mega salons, these innovators are starting on new adventures. That means nailing the concept and the interiors to keep clients coming back, and tempting new ones through the door. Oh, and it’s got to look great on social too! Let these four innovators tell you how they’re doing things differently
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Moko
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Photography by Nick Freeman Photography and Jerry Wesley
NEW BEGINNINGS
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NEW BEGINNINGS
Moko, Market Harborough
@mokosalonspa
The radical refit
FEW SALON owners will have been bold enough this year to give their premises a major refit and introduce brand new colour and product brands. But Moko’s Anthony Young had good reason to make 2020 a year of change. “We’ve always done well in our market town,” he says, “hitting all the benchmarks. But I got the sense that we were getting too comfortable. Our client demographic was getting narrower and our passion and motivation were being lost.” Throughout lockdown the 20-year-old salon was transformed. It ditched its previous neutral interior and emerged resplendent in July as a five-storey visual and sensual smorgasbord of unique spaces, each decorated in their own distinct style. From classic rose gold and marble to Japanese-inspired Zen and graffiti-daubed urban grit, there’s a look and feel to suit every client. And of course it’s all hugely Instagrammable… you’ll even find a room dedicated to Redken! “I had so many ideas, and I wanted to use all of them!” laughs Anthony. “I wasn’t sure how to proceed but completing the Salon Emotion course from L’Oréal Professional Products Division gave me some useful pointers and also the confidence to press ahead with my plans.” Anthony’s desire to expand into a wider audience was a key reason he decided to change to Redken. “I wanted to attract a more socially-savvy client and the best way to do that was by working with the most socially-savvy brand in the industry,” he says simply.
“I wanted to attract a more sociallysavvy client and the best way to do that was by working with the most sociallysavvy brand in the industry” 09
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NEW BEGINNINGS
Mesart, Glasgow
@mesarthair
“When we opened back up our retail increased tenfold – it was just flying and it still is!”
GLASGOW’S FIRST ‘SUPER SALON’ was only launched a matter of months ago, but it has already been making waves not just in the city, but also the industry at large. The second location in the Mesart portfolio has been shortlisted for Best New Salon at the 2020 Most Wanted Awards, a nomination that has meant a lot to founder Stuart Whitelaw (pictured left) and the team. “It feels incredible to have been nominated for Best New Salon this year, it’s really exciting and has given a boost to everyone involved,” says Stuart. “Redken has been amazing helping every step of the way and ensuring every client journey is the best it can be.” The team’s determination was brought sharply into focus while salons were closed, as the Mesart gang pulled together and used the opportunity to learn through Redken courses on the L’Oréal Access digital learning platform. Following Redken on social media also gave the team a healthy dose of inspiration that helped to up their game. “A lot of them were looking at Redken ambassadors who were posting techniques on social media and engaging really well. Redken has done a lot with IGTV, which was really popular with my team.” When it was time to re-open, Stuart was blessed with a spacious salon that meant his team could hit the ground running. “We have an ample amount of space, and it allowed us to come back and open our entire service menu to our clients without restricting anything. Redken colour is intrinsic to these services, and has cemented client loyalty at Mesart.” And when it comes to retail, Stuart says that recent times have been like a continuous Christmas. “When we opened back up our retail increased tenfold – it was just flying and it still is!”
Photography by Heather Yates
Super sized, super service
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NEW BEGINNINGS
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NEW BEGINNINGS
“It’s really good if we’re going to make it feel like somebody’s home, that the salon doesn›t have that standard kind of reception box area.” 12
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NEW BEGINNINGS
Percy at Percy & Reed, London
@percyandreed
Photography by Harvey Williams-Fairley @ Capture Collect
A private members club vibe IT’S THE DETAILS that count at the newly reincarnated Percy at Percy & Reed, and these tell a story about owner Paul Percival. The stylist has taken his two decade-long career styling hair on tour and backstage for music artists as well as styling the label execs, and very much made it his thing at the revamped salon, knowing that experience and those contacts are part of his cache. “I need to own that space, that’s very much my USP,” he says. The remodelled interiors are the result of a lockdown bonding session with his carpenter dad. Paul was also a carpenter apprentice back in the day, so he got to dust off some old skills too. It’s a real labour of love. “I needed to use the opportunity to change up the salon. It was a massive gamble because we didn’t know how long we were going to be in lockdown, and trying to get supplies was a nightmare,” he recalls. “But there’s something really nice about the fact that when I look around now, I know that it was us. When I go into the salon, I’m so proud of it all.” And so he should be, as it’s truly a representation of himself – the vintage record player and LPs (you can choose the soundtrack), the inky blue velvet sofa, even the metal shelving units straight from the ’70s are relics scavenged from Sony Music’s offices. The vibe is very much laid-back members club with Percy at the helm, and you have an exclusive invitation. Paul adds: “I needed a new start, and I wanted to do it with Redken. We were so excited about using Shades EQ. All the products work – that’s what I love most.”
“When I go into the salon, I’m so proud of it all”
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NEW BEGINNINGS
Halo, Patcham
@halo-hair-and-beauty-brighton
Selfies in the best possible light IN JANUARY, Natalie Mears walked into a salon in the heart of Patcham near Brighton with a dream. But the space was dark, and very purple. “I’m at an age now where I thought if I don’t do it now, when will I?” she explains of her decision to open her own salon, Halo Hair & Beauty. “I knew I had more to offer than just working in someone else’s salon.” Indeed, her vision was of a space that was warm, inviting, and offered myriad services to the community. And from the beginning, it had to be Redken. “It’s where my heart lies, I have Redken in my veins,” she says. “People come from far and wide for Redken colour.” She was all set to make her dream come true when the world went into lockdown. “It was like having a birthday taken away from you, I had been so excited,” she recalls. But when lockdown lifted, she was ready – and with the help of plenty of friends, they turned the salon around in just three days. “We roped in everyone!” Those dark purple walls are long gone. Now there’s plenty of blush (or is that Shades EQ pink?), white and grey in the interiors and a gigantic pink bow on the door, a sign of the treats you’ll find inside. But the biggest talking point, and social media draw, aside from that Shades EQ and Color Gels Lacquers shine, are the enormous Hollywood-style mirrors that fill a wall, and can be seen from down the street. It’s an ideal illumination for the team’s work and for the clients’ perfect selfies. “It just gives the most lovely light. I’ve had ladies book in for a blow-dry just to get a selfie in front of it before a night out,” she laughs.
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NEW BEGINNINGS
“I’ve had ladies book in for a blow-dry just to get a selfie in front of the Hollywoodstyle mirrors before a night out”
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All rights reserved. 2020
@ellahopem
WANT 6 MORE INCHES WITH 81% LESS BREAKAGE?*
NEW EXTREME LENGTH WITH BIOTIN
New Extreme Length complete length strengthening system with biotin, helps fortify strands from root to tip to help you achieve your ultimate hair length goals. *On average hair can grow up to 6 inches per year system vs. non conditioning shampoo
The future proofers Life moves pretty fast and the consumer landscape can rapidly change... that’s why these salons are future proofing their businesses to ensure they thrive under any circumstances
“In lockdown we got the team more involved on social media, using the time to create engaging videos and tutorials” 18
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FUTURE PROOFERS
Gielly Green, Marylebone
@giellygreen
GIELLY GREEN IS home to leading hair maestros from around the world. It’s a hand-picked team of megatalented stylists, colourists and beauticians working at the top of their game. The salon offers a host of luxury services to an incredibly discerning clientele – so when the salon was forced into lockdown, co-founder Shai Greenberg (pictured) launched the site Salon Consult to keep these experts in touch with their clients. Part of the consultation sees the stylist create a basket of prescribed hair products, which the client then purchases to be delivered to their home. Salon Consult has become so popular that the service is still running even though the salon has reopened, meaning clients and staff can use their time in the salon even more efficiently. “We’ve had brilliant feedback,” says Shai. “It’s also been a strong communication point for clients, and we see a lot of interest come in now from Salon Consult. In lockdown we got the team more involved on social media too, using the time to create engaging videos and tutorials.” It’s key that Salon Consult is not “just another site selling products”, which chimes in with Shai’s insistence on a very high standard of customer service. “The power we have is the expert behind the service, and that’s what I advertise. Otherwise, what’s the difference between us and another site?” he asks. Indeed, Shai’s vision of customer service addresses all the bugbears that used to upset him when he worked as a stylist. It’s the kind of quality and luxury that you’d find in a five-star hotel. Using the best products is a must for Shai – and his team insist upon Redken. “They are the most advanced products and deliver the best results,” says Shai. “And the support we receive from the brand is second to none: the training, the advice, the service.”
Photography by Harvey Williams-Fairley @ Capture Collect
Expert consultations
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FUTURE PROOFERS
“Everyone wants the Instagrammable place to go. As much as it’s about being a great hairdresser, I have to give clients the wow factor”
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FUTURE PROOFERS
Shop when it suits you…
Kai & I, Bishopbriggs
@kaiandisalon
Keeping the calm
“THE WORLD IS TOO BUSY – we want people here to feel calm and relaxed,” explains Nikki Calder, founder of the beachy brilliant Kai & I. Walk in and you could be forgiven for thinking you’d arrived at a Balearic bar rather than the outskirts of Glasgow. Yes, of course you can get a great haircut and colour, but Nikki knows that a successful salon today needs to offer more. “Everyone wants the Instagrammable place to go,” she admits, “and as much as it’s about being a great hairdresser, I have to give them the wow factor.” And on that she’s certainly delivering: having bought the barber shop next door, Nikki has extended the salon to include more beauty rooms and yes, a fully stocked bar. It’s all part of her longterm plan to offer everything a client could need within a haven of tranquility. Having attended a L’Oréal Salon Emotion course, she took plenty of ideas away to help boost her client’s journey. “We’re trying to do something other salons aren’t,” she explains, “and I want to get more followers. I’ve been on two social media courses with Redken and I’ve learnt so much. I feel we are now more Instagrammable.” And that’s where the brand helps to boost her further, she says. “I love the focus on trends. Lots of big celebrities in the US use Redken and to have access to what they use and then be able to offer it to clients is amazing.” She’s also a fan of the new L’Oréal Partner Shop. “It’s great to have an online shop for salon owners,” she says. “It gives you complete control of your costs and you can reorder with ease. You can even give other members of staff control of stock – which has transformed the way we work as a team.”
WANT TO BE IN TOTAL control of your stock? Thought so – that’s why Redken has revolutionised the process, with all the best the brand has to offer now available online to order on the L’Oréal Partner Shop. You’re busy, so this onestop shop for everything you love from Redken keeps your business moving smoothly with 24/7 access. Choose your preferred device and enjoy a thoroughly seamless shopping experience. The intuitive search tools can find what you need in seconds, and you can set ‘out of stock’ notifications and a favourites list to help you keep your cupboards full. You can even set different access rights to multiple users so anyone you choose in your team can help you keep track of stock. Just shop, set your delivery date, and enjoy an optimised online shopping experience with you at the helm.
l Quick, simple, effective l 24/7 online access from any device l Next day delivery l Optimised search l Exclusive offers l One-click reorder l Create multiple users with different access rights
Want to start ordering from L’Oréal Partner Shop? Contact your Redken Business Partner, email info. redken@loreal.com or visit lorealpartnershop.com/uk
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FUTURE PROOFERS
Ashley Clarke Signature Salon, South Queensferry
@ashleyclarkesignaturesalon
Enhanced client experience
“NOTHING TOO SERIOUS, nothing too clinical.” That’s the vibe you’ll find at Ashley Clarke Signature Salon, a gorgeous space that enjoys a good mix of clients but sees plenty of busy mums, just like founder Ashley herself. But a key draw for many returning to the salon is the hair bar, where clients can sit next to each other and enjoy conversations with new and old friends alike. “This is a high-end salon with a real community feel,” explains Ashley proudly, who sees her team’s personable approach as the point of difference. “The clients have a lot of trust in the team across the whole salon.” It’s this communal, personable vibe that runs through the strategy of the business, with Ashley always laser-focused on improving the client journey – something that prompted her to attend a Salon Emotion workshop at the start of the year to glean a little inspiration on changes she could be making. So, what followed? The traditional reception desk has been replaced with a pod to make the entrance feel less imposing and intimidating, with retail moving next to it for a better shopping experience. “We make sure our retail is clearly priced so it’s consumer friendly,” explains Ashley. Next up are digital screens in the salon’s windows. “They’re so easy to update with our latest launches and promotions – I don’t need to go back to a printer and spend more on getting materials reprinted, and they’re great for catching someone’s eye, even at night when we’re closed.” Catching the eye is one of the reasons she’s a fervent Redken fan. “I love how Instagrammable the brand is,” she says. “We get clients who have been searching for Redken salons because of social media. It gives you a certain cachet.”
“L’Oréal Partner Shop is really great for budgeting – it gives me so much more control and it’s so easy” 22
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FUTURE PROOFERS
@ebanoballinteer
Driving digital
HAVING INITIALLY OVERHAULED the website last Christmas, Karan Burke and the Ebano team were just too busy in the salon to really do much work to it. But as 2020 arrived they started to expand what was offered, adding more lines on the e-commerce side, slowly but surely. Then, when lockdown came into force and the salon closed, Karan saw an opportunity. “Our clients have trust in us, and we started communicating with them straight away,” explains Karan. “I introduced myself and started sharing little details, like how many orders we were packing a day. There was one day where we sold 196 of just one item – I almost wanted to ask people to calm down!” she laughs. And the most popular Redken sale? “Color Extend Blondage Express Anti-Brass Mask, oh my gosh! I couldn’t keep it in stock,” she exclaims. “It’s incredible!” Getting all the stock in lockdown could prove tricky, but Redken was “there for me 100 per cent,” says Karan. “Always on hand to support us, and able to sort out deliveries. Nothing was a problem.” One idea with real impact was Tune in Tuesdays, using Instagram Stories to educate clients on products and share home tutorials and answer any questions… Online consultations were also available to “make sure people got exactly what they needed”, Karan explains of the prescriptive approach, with the team following up to ensure clients were happy with their solutions. And it’s encouraging real loyalty, with the e-commerce side becoming a business in itself as some clients are yet to return to Dublin. Click and collect and free delivery are also available to locals. “People are supporting us with sales,” she says, “that means so much as we always try to pull out all the stops.”
WE ALL KNOW that running a business on the high street has gotten even more difficult, with shorter attention spans and more online shopping. You need to do everything you can to stand out, which is where Salon Emotion, L’Oréal Professional Products Division’s top-totoe business support structure, comes in. Drive your salon experience up a gear with this exclusive seven-step programme, which teaches you how to break down the client journey and see it with fresh eyes. The Salon Emotion team works to enhance every aspect of your client experience and provides fool proof solutions to boosting your business. The goal? To remind you what the perfect salon experience feels like… and then deliver it to your guests.
Baxter South
Ebano, Ballinteer, Co. Dublin
Mesart
How to elevate the client experience
l Inclusive seven-step programme l Assess everything from window displays to services and retail l Elevate your salon experience l Top-to-toe business support
Ask your Redken Business Partner for more details
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FUTURE PROOFERS
Seckingtons, Northampton & Milton Keynes
@seckingtonsnorthampton @seckingtonsmk
“I’ve done an order this morning on treatments I’m running low on, and it will be here tomorrow. That’s precisely what I need for my business”
Photography by Hikaru Funnell @ Capture Collect
Shopping smart
WITH HIS SIX-MONTH marketing plan written, Johnny Seckington is ready for action. During lockdown, his motto was ‘survival, revival and thriving when back’, and he’s true to his word. Step one has been to sell the staff online instead of products – “they are our biggest source of income” – and each has written their own bio to encourage the perfect pairings of client and stylist. There’s been a focus on new clients, with investment in SEO and Google Ads helped by the Redken team. And any client-free spare time staff get is now being used to educate. So rather than staying in specialist cutting or colour silos, each stylist can offer more services. “Any white space you can fill is an opportunity for us to earn more money,” he explains. And lots of that education is now digital, with many of the team using Access by L’Oréal. “It costs us a fortune to send staff to London for training, so I’m a massive virtual fan,” he smiles, “and the Access platform is incredible. If we have quiet periods in the salon, we jump on Access.” That digital fandom extends to the L’Oréal Partner Shop too. He says: “It is important to our business to always keep a close eye on stock, and that’s why L’Oréal Partner Shop is so brilliant. In fact, I’ve done an order this morning on treatments I’m running low on, and it will be here tomorrow. That’s precisely what I need for my business.” He’s now getting ahead and ordering the Christmas sets, which include a free shampoo: “They did so well last year,” says Johnny. “Clients love the fact they get something for free.”
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FUTURE PROOFERS
The power of great hair
NOTHING CAN COMPARE to that ‘fresh from the salon’ feeling, and this year Redken’s ‘The Power of Great Hair’ seasonal campaign and new Limited Edition gift sets will help to capture that feeling of ‘hair empowerment’ and salon love all season long. The sets contain product mixes perfect for every hair need and promise to deliver powerful results! The brightly coloured packs with holographic finishes will ensure brilliant stand out on shelf and the offer of a free shampoo in every set will make them completely irresistible to any client!
To order, visit lorealpartnershop.com/uk or contact your Redken Business Partner
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“Ego is in the name, but you won’t find it in the team” Wander down Chelsea’s iconic King’s Road and you’ll find local hero Lockonego, a salon stuffed with A-list clients and premium talent. Here, customer service is absolutely king, with a crew that’s focused on delivering not only beautiful hair but a flawless experience. Meet some of the team keeping West London hair looking wonderful
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Jonathan Long, co-founder @jonnylockonego
Ben [Cooke, co-founder] and I didn’t put our names above the door. It isn’t my intention to put Jonny up front; I’m the one who sits behind, there to help motivate. I love my team, I’m their biggest cheerleader and I try to push them to fulfil their potential. We understand the value and attraction of being a flexible employer but with that family feel so that the individual feels part of a team, rather than a contractor. We’re currently recruiting part-time and fulltime roles for just such people. It’s about keeping that core Lockonego team to maintain the value and standards but adding skilled, passionate professionals to work around them.
17/09/2020 14:45
I was in sales and education at Redken, and spent a lot of time with big salon names. I loved it but I was keen to get back in the salon and I chatted to Jonny and it felt right. I was going to go in and change it up, and many of the team have been there a long time and I needed to know they’d be responsive to that. It’s about building businesses, building columns, and keeping clients coming back. After my first year here, bringing in what I’d learnt at Redken and working with lots of salon businesses, our retail grew 42 per cent and business was up 13 per cent. It was brilliant, like flicking a switch and thinking differently.
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Bee Cottington, artistic director @thecolourconcierge
I joined through Instagram – one of the stylists reached out, I needed a change and I loved the vibe. You can get lost on a conveyor belt in some salons but everyone had been here a long time, and that showed they had clearly been nurtured. As a colourist I’m also a magpie – I’m always looking for the next shiny new technique. I do expensive blondes, and there’s a lot of artistry in creating a colour that looks really natural. I love going through what Redken posts on Instagram, no one is afraid to share formulas and ideas because we’re all family. I wouldn’t work anywhere now that doesn’t have Shades EQ.
Photography by Harvey Williams-Fairley @ Capture Collect
Antony Rawlings, creative director and manager @antonylockonego
16/09/2020 15:34
Jamie Sea
ADVERTORIAL
Turning heads
She’s the balayage boss turning heads around the globe, with her effortless lived-in looks and magic touch with colour. Join Jamie Sea (@prettylittleombre), one of the world’s biggest pro influencers on Instagram, for an exclusive Redken masterclass which will help you take your balayage techniques and social game to the next level JAMIE SEA HAS the magical ability to make you want to both be her, and be friends with her. With almost half a million followers, @prettylittleombre is the Instagram to watch for luxe lived-in looks, but also for Jamie’s pumped-up positivity and exuberant appeal. She’s an industry veteran and owner of SALT hair salon in Connecticut, as well as SALT Society, her salon’s education team dedicated to trenddriven hair colour techniques and business education. Redken has snapped her up for an exclusive balayage and social masterclass for UK and Irish salons on Sunday 18 and Monday 19 October. Do you dream of growing your balayage business and upping your social game? Redken’s newest masterclass, Balayage That Stops The Scroll, is all about creating the kind of looks that have clients pressing the button to book in with you. Discover how to create Jamie’s signature lived-in colour work with live demonstrations on her magic colour melting using a gel-based liquid colour, like Redken Shades EQ and Color Gels Lacquers. You also hear how to elevate your brunette balayage work with the new Color Gels Lacquers and Shades EQ Ash Browns. Jamie will spill all her secrets to social media success, with a realtime Q&A session alongside global vice-president of education Sheri Doss, to give you top tips on content, how to win more followers and translate that into future clients.
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24/09/2020 10:43
ADVERTORIAL
Intrigued? So are we. Meet Jamie… Outliers: How did you get into hairdressing? Jamie Sea: I knew I wanted to be a hairstylist when I was 13. I remember the first time I got my hair done professionally and I was in awe. I couldn’t believe how they transformed my look and how it made me feel. From that moment on, I knew it was what I wanted to do. O: Tell us a little bit about your upcoming digital class… JS: I’m so excited to be a part of the social and balayage class with Redken! I’m going to be sharing some of my tips and tricks for perfect application and formulations behind the chair. There are so many new launches from Redken – the Ash Browns series, Shades EQ level 10s, Flash Lift Bonder Inside – so I’m lucky to have the best tools to work with as well. I can’t wait to connect with audiences from around the world! O: What do people struggle with or underestimate when trying to grow their social media presence? JS: The main struggle I see is their mindset around authentically showing up as themselves. They also feel confused around growing their presence – who is my audience, how am I engaging with them, what do I post, what do I say to them? O: Top three tips on capturing images for great engagement? JS: Get to know your audience – what are their recurring questions? What are common struggles you see? Be a resource to answer those and guide your content accordingly. If they are struggling with formulations, post breakdowns, videos of you mixing a gloss, and a ‘before and after’ to show the results. If it’s application or sectioning, post an action shot of a go-to placement of yours. Education and inspiration draws your audience in and makes them engage!
Join the Balayage That Stops the Scroll masterclass with @prettylittleombre on Sunday 18 October 5pm or Monday 19 October 7pm. Book your tickets now on L’Oréal Partner Shop or L’Oréal Access at uk.lorealaccess.com by searching ‘balayage that stops the scroll’ REDKEN.CO.UK
REDKEN
REDKENUK
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02/10/2020 10:49
Worth the wait
Fans of professional colour were desperate to get back into salons after lockdown. In a survey of UK women, 73 per cent of those who usually have salon colour were bothered they couldn’t get their hair done, but only 18 per cent said they would attempt it themselves.* It was clear clients would wait for your expertise – and these colourists share how they garner fervent followings
ELF Hair Studio, Ashford
@elfhairstudio
For fresh starts
“I got my own space a couple of weeks before lockdown – it was so scary,” says ELF Hair Studio’s Emma Flagg. “But now I’m back and fully booked for the rest of the year; I saw the downtime as a really good opportunity to embrace this new adventure. “97 per cent of my clients waited for me – I felt like a proud mum! The shine you get from the Color Gels Lacquers and Shades EQ is second to none. What I love about them is that everything looks very natural; it’s an effortless grow-out. It’s really changed my work, I love it. For a lot of my blonde work I use 09AA and 08C which is copper – people are really shocked, but I use a lot of warmth to make them creamy.”
“Color Gels Lacquers and Shades EQ have really changed my work”
Deesh Dhindsa Hair, Derby
@deeshdhindsahair
For the long game
“Everything that we’re trying to do is natural, not too artificial or against a client’s natural colouring, so it’s got more longevity,” reveals Deesh Dhindsa. “Even if they had greys starting to come through, it’s designed in a way that it still blends nicely with their colour. “It’s all in the application. Redken Color Gels Lacquers and Shades EQ are just so good to apply; the gel consistency makes them easily spreadable and it penetrates a lot better, so you’re achieving a more even colour throughout. A lot of permanent colours are quite matte, but with the Color Gels Laquers you still get all of that shine to give continuous gloss all the way through. “With Shades EQ I really love to intermix shades and personalise for your client – and when you’re explaining that to the client it helps you make them feel so special as well.”
“Everything that we’re trying to do is natural, not too artificial”
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17/09/2020 15:02
COLOUR
Scarlett Collier Hair, Frome
@scarlettcollierhair
*Study investigating salon and hairdressing services in the past 12 months among a nationally representative sample of 1017 UK women aged 16-74. Conducted by 2CV Research between 26 March and 2 April 2020, courtesy of L’Oréal Professional Products Division, including brands L’Oréal Professionnel, Redken, Kérastase and Matrix
For a one-to-one approach “Clients book in knowing that they get me for the whole session, which they love because they really get that focus and dedication,” explains Scarlett Collier. “It’s also appealing to a low-maintenance person who only comes in say once or twice a year, but comes in for hours, and their colour then grows out beautifully. It’s a luxury to have that time dedicated to yourself, and I get to be a lot more creative. “A lot of people want really bright, contrasting colours at the moment – especially brunettes. Clients are embracing the warmth a little bit more too, not so ashy. We’re playing and experimenting. “I’ve tried so many colour brands over the years and to find colour with Redken that doesn’t fade out warm has been so good. As an artist, to use products that you know aren’t going to disturb the undertones is amazing. Shades EQ tones are just so flattering and true. I really like the warmer tones, but especially the new 010Gi.”
The Parlour, Jersey
@theparlour_jsy
For a brand new look
“Bright, creamy blondes are as popular as ever”
“Clients are going in different directions, either a dramatic transformation or back to enhanced versions of their natural colour,” says The Parlour’s Lauren Layzell. “Very few are asking for ‘the same as last time’, which is refreshing! “Bright, creamy blondes are as popular as ever – which is great because we were all so excited by the launch of the Shades EQ Level 10s earlier this year! They are an absolute dream for creating the perfect blonde, so versatile. With Shades EQ we can create intense vibrant looks to the most natural lived-in colour and everything in between. “We had more than 800 clients on the waiting list for when we reopened. We often remind clients that an unfortunate home colour incident could set them back a year or more from achieving their colour goal. Our clients respect and understand this, they have invested a lot of time and money into their hair and were happy to wait.”
“As an artist, to use products that you know aren’t going to disturb the undertones is amazing” 31
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17/09/2020 15:02
COLOUR
Terri Gilham Hair Spa, Ashford
@terrigilhamhairspa
For going that extra mile
“We made sure we kept in touch with our guests throughout lockdown – lots of how-to videos, advice on root sprays, how to do a zigzag parting, just to make sure that they were not playing with colour themselves,” reveals Terri Gilham. “We wanted to help them as much as possible. “Color Gels Lacquers makes it so easy for us to be creative with our work. The liquid texture makes it effortless to apply, and it’s not too thick like other permanent colours I’ve tried. The Gels are just so shiny, not many permanent colours can offer you that kind of shine – to the point where people looking at the hair would never assume they have permanent colour on their hair. There’s no colour distortion when you go from Gels to Shades EQ, so we can create a seamless blend. “I’m so happy the 010Gi shade is finally here. I’ve seen so many formulas in the US that used it, and I’ve become completely obsessed.”
Davina’s Hair Salon, Glasgow
@davinas_hair_salon
For inimitable shine
“You simply can’t achieve the salon look at home with a box dye. Almost 90 per cent of our clients waited to see us, as much as it drove them crazy,” says Davina Anderson. “That’s why they come to us in the first place. We’ve been fully booked since, and it’s been amazing helping people to feel like a million dollars again. “A lot of ladies are embracing their natural highlights and colour – and that’s where Shades EQ has been so fantastic. Because of the glossing properties they never feel like they’ve committed too much to a colour. We’ve seen a lot of blondes wanting to play with colour, such as a copper or a pink – it’s really encouraged them to try something different. “I’ve used all sorts of colour brands, but Redken Color Gels Lacquers and Shades EQ are a match made in heaven. The shine that they both give is just magic. It’s called the technique perfector for a reason, they both work so well together.”
“Color Gels Lacquers makes it so easy for us to be creative with our work. The liquid texture makes it effortless to apply”
“We’ve seen a lot of blondes wanting to play with colour, such as a copper or a pink”
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17/09/2020 15:02
COLOUR
MD Beauty Lounge, Glasgow
@md_beautylounge
For ultimate blends
Avail Hair and Beauty, Avoca Rathcoole, Co. Dublin
@availhairandbeauty
For the zen factor
“We are all about connecting mind, body and soul. We are all so busy that I wanted to create a space where people could relax, confident that they are in the best possible hands,” says Avail’s Jill Keogh. “Our location is a beautiful Zen space, full of natural light to achieve the perfect colour match. “Our passion is colour – the right hue can totally change a person’s looks. I love to see clients walk out feeling more confident in themselves, knowing their hair health is not jeopardised in any way. “Redken focuses on always keeping the hair in its best condition. The results we achieve are nothing short of amazing – the colours do exactly what they say they will. Shades EQ is extremely popular, with something to suit every style. It gives amazing shine, tones and depth – I think of it as a hair colour that thinks it’s a nourishing hair treatment.”
“Having a great relationship with our guests and really striving to offer a truly personal service is key to our business,” says James Horn of MD Beauty Lounge. “It’s less about what the client has booked, and more about working towards an evolving desired look. We have secured real, strong bonds with our long-established guests, which helped us bounce back quickly. “We are well-known for our blends and balayage and, with their extended roots, more traditional highlight clients have opted to transition into a blend with that all-important money piece at the front. Having Redken Shades EQ and Color Gels Lacquers at our fingertips is a beautiful synergy, it’s the perfect match every stylist needs at their disposal. Being able to offer old highlights a new lease of life by combining a seamless blend of Color Gels Lacquers with Shades EQ is not just a timesaver but a lifesaver.”
“Being able to offer old highlights a new lease of life is not just a timesaver but a lifesaver”
“The results we achieve are nothing short of amazing – the colours do exactly what they say they will” 33
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17/09/2020 15:03
COLOUR
Transforming
nation
the
Deesh Dhindsa Hair
ELF Hair Studio
@deeshdhindsahair
@elfhairstudio
FORMULA Babylighted with Flash Lift Bonder Inside + 20vol. Tipped with Flash Lift Bonder Inside + 10 vol. Global gloss with Shades EQ 010P + 09GB + Crystal Clear
FORMULA Flash Lift Bonder Inside + 20vol foilage technique. Root tap Shades EQ 09NB. All-over gloss 010N and 09P + 09G
The Parlour Jersey
Scarlett Collier Hair
@theparlour_jsy
@scarlettcollierhair
FORMULA Flash Lift Bonder Inside + 20vol. Shades EQ Lowlights 06NB, 06WG + 07N. Root Shadow 05NB. Global Gloss 09P + 09GB + 010N
FORMULA Root shadow Shades EQ 07M. Slices of 09VRo alternating with slices of 09GB + Crystal Clear 34
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16/09/2020 17:06
COLOUR
Redken’s incredible colour products are the reason why so many clients and partner salons never go back once they’ve tried them. We asked some top colorists about their favourite post-lockdown looks and the Redken colour products they used to achieve them…
Terri Gilham Hair Spa
Davina’s Hair Salon
@terrigilhamhairspa
@davinas_hair_salon
FORMULA Faux balayage Flash Lift Bonder Inside + 20vol. Roots Color Gels Lacquers 5N. Toned with Shades EQ in 010P + 010N + 010V. Ribbon sections applied same gloss, every second section 08C and 08G
FORMULA Balayage using Flash Lift Bonder Inside + 20vol. Toned with Shades EQ 09B + 09V + 010N + 010T
Avail Hair and Beauty
MD Beauty Lounge
@availhairandbeauty
@md_beautylounge
FORMULA Color Gels Lacquers root stretch 4N + 5CB + 10vol 4:1 ratio. Teasylights Flash Lift Bonder Inside + 20vol. Toned zones 2/3 Shades EQ 010Gi + 09V + 09N + Crystal Clear in 3:1 ratio
FORMULA Full head of highlights using Flash Lift Bonder Inside. Globally toned using Shades EQ 09V
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17/09/2020 15:03
ADDEESSEEQQ H S # A H #S
#HSAHDADEESSEEQQ
Q
#SHH
##SHSHAADDESEEQQ ##SSHHA DESSEEQQ
##SSHHAADESSEEQQ ##F#SRSHIZHAZADISESSMEEQISQS
@therealashsmith
OWN THE TONE FOR BRIGHT & BRILLIANT BLONDES INTRODUCING 3 NEW SHADES EQ LEVEL 10 SHADES Up your blonding game with the new Level 10 toners for the perfect balance of reflect and lightness to give you on-level, true-to-tone results at level 10. Own the latest toning techniques with our NEW star shades, Ivory Pearl (010P), Platinum (010T), and Tahitian Sand (010GI). Get ready for our highest level of customised toning for your brightest blonde clients! @Redken #ShadesEQ #ShadesEQ10 Want to boost your blonding business? Head to L’Oréal Partner Shop at lorealpartnershop.com or contact a Redken Business Partner at info.redken@loreal.com
The
social climbers Armed with a ringlight for some savvy selfies, terrific TikTok transformations and stunning Stories, anyone can have an impact on social media – you don’t need a 9,000 sq ft salon to make a big impression. These are the salons transforming the social sphere, one like at a time‌
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16/09/2020 16:56
SOCIAL CLIMBERS
CeCe’s Hair, Make-Up and Beauty, Hamilton
@cece_hair_makeup_beauty
The retail revolutionary
“I WOULD SAY NINE out of 10 clients sit down and show me a picture of work I’ve posted,” says Charisse Nailen of CeCe’s. “I get a lot of clients through social media. They ask me what would suit them; they like me to take control. “When lockdown started, my Instagram following was fewer than 6,000. With time for improvement during lockdown I decided to focus on social media. By the time we reopened, our following had more than doubled. That’s because I recorded lots of tutorials, talking about why box dye wasn’t the answer to those roots, or how to look after curls. I also started Redken Recommendations, answering 50 to 60 messages a day from consumers asking what products would give them the hair they wanted. Since reopening, the retail has flown through the door! “When Redken launched Extreme Length, I recorded a video about biotin, the key ingredient, and its benefits. As a salon exclusive, I decided to take pre-orders with a bank transfer and offer a click and collect service. “I had a great response and now I’m looking at setting up Instagram Shopping so clients can click and buy the product they seen in our posts. I have a 10-week wait for appointments right now, so I must be doing something right!”
“Nine out of 10 clients sit down and show me a picture of work I’ve posted. I get a lot of clients through social media” 39
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17/09/2020 15:11
SOCIAL CLIMBERS
Blueberry Bangs, Manchester
@blueberrybangs
The engagement expert “WE’RE ON SOCIAL media all the time – looking at what others are sharing, posting our own work and regularly updating Stories,” says Blueberry Bang’s Hazel Mac. “We usually share big colour changes and colour corrections; big transformations get the most interaction. We’ve also started to share our formulas as more Redken artists are following us on Instagram, which is great as we can share tips. It’s taking the Redken community online and supporting each other’s work. “Social media has been the main business builder, and is most important in terms of advertising, especially Instagram. Clients want to engage for a longer period of time, and it’s vital to show what we’re doing now in more depth. “Constantly upload, engage and share what you see. When I say constantly, I mean all day. We’ve spoken to other Redken salons, even in other countries, and they always try to be on top of engagement. Speak to clients – ask who they follow and what they want to see on social media – because they’re speaking from a consumer point of view.”
“Being a Redken salon has massively impacted how we use social media now. It’s helped to start conversations with other artists, and with potential clients too”
Mary Quinlan Hair, Tipperary
@maryquinlanhair
The social strategist “SINCE OPENING our doors five years ago, we have strived to offer an exceptional service in the rural setting of Tipperary,” says Mary Quinlan. “With the help of social media, showcasing our unique setting has played a huge part in establishing our salon. Nowadays you can be based anywhere and show off your work – our clients travel from all over Ireland due to the strength of our social media. “We are a proud Redken salon – it has been life-changing to work with – it allows us to push boundaries. As we specialise in blondes and balayage, Shades EQ has been incredible for toning. “Plan your pages and draft your pictures and captions so they are ready to post daily. Try to think about your brand colours and visual style on Instagram – how can you make your content feel aligned with your brand’s overall aesthetic? “When it comes to capturing the shot, lighting is the foundation. Focus your camera until you see the true tone before you take the shot. Some days, especially in winter, we find it harder to capture a good picture, so we take videos that show the true colours. Use a clean background with no clutter. “Captions are a chance to enhance your content further. We choose to treat captions as a place for sharing stories. Take followers behind the scenes and show them the human side of your business.”
“Try to think about your brand colours and visual style on Instagram” 40
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16/09/2020 16:57
SOCIAL CLIMBERS
Fusion, Ramsbottom
@fusionhair62
The consistency queen “THE SALON HAS been open for more than 20 years, but in the past six months we’ve really stepped up our use of social media – we now post every day on Instagram,” says Fusion’s Gill Moreton. “We share videos, photographs, Stories and talk to clients via IGTV because followers really engage with you when you’re actually talking to them and have something interesting to say. “More people are seeing our photos now and will come to the salon after seeing a particular stylist’s work – they may even book an appointment with them specifically. That’s been significant, and
it’s acted as word of mouth online. It’s vital to share the work of the team and to get younger members noticed because they are the future of our industry. “I’ve used Redken for 35 years, it’s always launching new product lines, which is vital for keeping our business and content current. It’s also great to engage with the Redken family online. “Don’t be afraid to try new things, such as Reels or TikTok, because in order to improve what you do, you have to try, try and try again. Be open to suggestions and keep sharing your work. Consistency is key.”
“It’s vital to share the work of the team and get younger members noticed”
The Space, Drumcondra
@thespacehairsoulbeauty
The content curator
“WE PUT COMMERCIAL hair work on our Instagram because most of our followers are clients or potential clients looking for inspiration. We basically built our whole business on Instagram!” explains Carla McQuillan of The Space. “Sometimes if the lighting isn’t good, for example in winter, we will invite a client back the next day for a complimentary blow-dry so we can get that shot. When people get a recommendation they will look us up. If people can see the work, then trust is elevated. “Sometimes we have an abundance of content to pick from and sometimes we don’t have so much, so we have to plan and build up a reservoir of pictures so we can get a post online every single day. People like that we have real clients on our feed – if it’s too contrived or artificial then they won’t trust it
– but we do curate photos to fit with the brand too. “Redken understands the market and what a contemporary hair salon needs. We use Shades EQ on all of our lightning services, scheduling them in for 45 minutes at our toning bar. They are so natural and fade out really well. They truly are artists’ products that you can cocktail and mix.”
“We basically built our whole business on Instagram… if people can see the work in a visual medium, then trust is elevated”
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SOCIAL CLIMBERS
Lady Lux, Edinburgh
@ladyluxhairx
The TikTok trailblazer “WE’VE BEEN TAKING daily insights from Instagram, such as impressions and reach on a post, and using that information to decide what would be a popular post and what is going to help us grow,” explains Steph Barron of Lady Lux. “We’re trying to develop a social media strategy and have found that a lot of quick TikTok transformations get really good engagement. It’s important to show those amazing ‘before’ and ‘after’ comparisons in a clever, engaging way. “It’s also important to remain consistent and authentic when sharing work on social, and to always be creative with what you share. We are enthusiastic about Redken colour on social media because we love it. We would always use the hashtag #ShadesEQ because we basically gloss every client’s hair. Recently we’ve been posting a lot of toning pictures when clients are at the backwash. It isn’t necessarily an insight into the end result, but it’s a more creative way to show what we do. “This year it has been a goal to make social media our main outlet for advertising, and use analytics to inform what content we produce. We want to be ahead of the game, using quick transitions on TikTok to bring in extra customers.”
“Remain consistent and authentic when sharing work on social, and always be creative with what you share” 42
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17/09/2020 15:15
SOCIAL CLIMBERS
Limoz Logli, London
@limozlogli
The Instagram innovator “MOVING TO REDKEN was one of the biggest and best decisions we made in terms of the quality of our work. It also means that it’s really pushed the effort we put into the social media,” reveals Limoz Logli. “We use different techniques now such as root drags, and products like Shades EQ are just such a game changer for our work. Our decision to move to Redken has gone hand-in-hand with boosting our social media profile on Instagram. “There’s a massive shift in how clients find the salon online. Our Google search rate was so much lower as all engagement was through Instagram, which is why we decided to appoint a team member to focus purely on social media. Initially, we also paid a photographer to take photos and use a designated space with great lighting, which was an amazing investment. Since using Instagram more regularly, we’ve increased our clientele by as much as 70 per cent, with the majority having discovered the salon on the site. “Put an extra bit of time into making sure you’re doing a before and after photo. It’s so important to keep the content as regular as possible; we’ve learnt taking a few days off can really see interaction drop.”
“By using Instagram more, we increased our clientele by as much as 70 per cent” Want to start climbing that social media ladder? Then Redken has the ideal course for you! Visit lorealaccess.com/uk and search social specialist 43
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17/09/2020 16:00
ADVERTORIAL
RE YOU A … INVITED
The
Social
Connection Club
Pssst – have you heard the news? Redken has a brand new initiative to keep its partners ahead of the game, with opportunities to upskill on social and drive your pro edge that has clients clamouring to book in. Welcome to The Social Connection Club – a place for growth, collaboration and first-looks at Redken’s exciting launches. Want in? your shades on social. Once you’re in, The Social Connection Club puts you on the mailing list for new product launches and news – they were the first in the UK and Ireland to try Shades EQ 010T, 010Gi and 010P – as well as invite you to take part in specialised training to help you shine online. The Social Connection Club also features incredible opportunities such as masterclasses delivered by the team at Facebook and @prettylittleombre on how best to improve your Instagram skills. It’s the perfect platform to take you from a diamond in the rough to a dazzling social star among the Tribe. We’re talking about exclusive education masterclasses to get that edge on the competition, to conquering trending techniques which will see you climbing the social ranks and growing your business. It’s the chance to see your work featuring on the @redken global social channels, and the ability to show everyone just what you can do. It’s time to connect!
REDKEN IS ON A MISSION to grow and promote the awareness of its pro community – to shout from the rooftops about just how talented and passionate hairdressers are, about the incredible results that professional colour like Shades EQ can achieve, and how you can use social to stand out from the colour crowd. In an effort to support the wider salon industry and connect with Redken’s buzzing influencers and micro-influencers – the future stars who are attracting all the right attention – the brand has created The Social Connection Club. This initiative is the latest effort from Redken to upskill and support the Tribe and propel colourists to new heights, earning them new fans and clients along the way.
What’s the password?
You can’t apply for access to The Social Connection Club – they’ll find you. The Redken team will slide into your DMs to invite you to take part, so be sure to tag @redken in all of your best work and share
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17/09/2020 15:26
ADVERTORIAL
SOCIAL STARDOM AWAITS…
The Social Connection Club is exactly the kind of engaged, Tribe-focused initiative that has helped Redken stylists and colourists feel supported across the social media landscape. Don’t just take our word for it – here are some of the talented insiders who are already reaping the rewards of The Social Connection Club…
Marianne Woodcock
Claire Martin
@mwhairedinburgh
@clhair__
Chapter One, Edinburgh
“I was so excited when Redken reached out about The Social Connection Club. With Redken you know it’s always going to be fun, exciting and you always leave with something new to bring back to your team and clients. Our engagement with followers is so important. To keep growing our social media following our team works hard to capture images, and we are always keeping up with trends through Redken.”
Lewis Parry
Gro, London
Voodou, Liverpool @lewiscolour
“I was honoured when Redken contacted me about The Social Connection Club. It felt like my hard work had been acknowledged. So far we’ve been able to try the new Shades EQ 10s and had awesome training with a Facebook representative, who showed us great tips for how to utilise all of Instagram’s features. I plan to use my social media platform to divert traffic to my website, where I will sell ‘how-to’ videos.”
“I was so happy that Redken asked me to be part of The Social Connection Club! Instagram and social media is continually evolving so it’s great to be kept up-to-date with new ways to market ourselves. My main focus is to elevate the level of content I produce, improving the aesthetic of my profile while increasing my presence on social media, attracting a clientele that reflects my content.”
Use these hashtags to get all eyes on you and maybe you can join The Social Connection Club… #redkenuk/redkenuki ● #glosslikeaboss ● #redkenready ● #shadeseq Make sure you’re always #redkenready – keep an eye on the Redken Instagram and Facebook pages and follow your Redken Business Partner on Instagram for the latest on launches, education and offers REDKEN.CO.UK
REDKEN
REDKENUK
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EDUCATION
Going live Redken has been sharing the techniques of artists from the Tribe on Instagram Live, with top UK stylists and colourists making weekly appearances on the @Redken global Instagram to inspire its one million followers. Meet the local talent making education more accessible than ever, keeping the Redken family engaged and together in the Tribe spirit!
Gary Kehoe House Hair and Beauty, Wexford, Ireland @hairbygaryk WHAT YOU WILL LEARN LUXE BRUNETTE AIR TOUCH BALAYAGE WITH NEW SHADES EQ & COLOR GELS LACQUERS ASH BROWNS A LUXURIOUS, MODERN finish is just one part of what Gary Kehoe has already become known for. He’s an influencer, go-to social guru and balayage boss and has only been educating for four years. He quickly built a clientele around this luxe, long look, and has been educating ever since. He loves seeing confidence develop when he’s educating, “seeing someone unsure of something and seeing them transform and become so confident. There’s nothing nicer – I keep things quite simple in both how I teach and the looks I create, and just add those tweaks to modernise it”. Gary recommends adjusting your language and going back to basics to make sure everyone stays on the same wavelength and can progress together. “You get those courses where people make techniques sound complicated, but I like to keep it simple and then people can tweak the looks themselves to suit their style,” he says. Since joining a Redken salon, Gary has been blown away by the Tribe vibe, in particular the opportunities and the willingness of members to
share formulas and encourage one another. “It’s amazing how social and family-like Redken is,” he muses. “I’ve learnt so much from artists all around the world, all sharing their techniques.” Gary’s brunette air touch balayage is all about helping you get the pro-edge and how to create bespoke blends that will make your results stand out from the colour crowd. His Instagram Live education will feature the new Ash Brown collection from Shades EQ and Color Gels Lacquers, mixing lowlights with trending air touch balayage technique. “A lot of lowlights wash out warmer,” he says of the look, “so by playing with the Ash Browns you can create some great contrast and dimension for a really luxurious hue.” Watch Gary create luxurious brunettes on Instagram Live at 4pm on 19 October @redken
“A lot of people are afraid of warmth but when it’s used in the right way it’s just so expensive looking”
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EDUCATION
Vicki Hoskin The Grove Studio, Wadebridge @vikiscissorhands WHAT YOU WILL LEARN REVERSE ASH BRUNETTE BALAYAGE FROM A SMALL STUDIO in Cornwall comes a big believer in the power of balayage and colour. Vicki Hoskin is adored for her lived-in looks (that Cornish location must help with inspiration), and this year started her own education to share the surfer love, hosting two classes for Redken ahead of lockdown. Her expertise was inspirational over on Redken’s Instagram Live, where Vicki’s quick and easy-to-follow ribboning reverse balayage techniques using the new Ash Browns are perfect to get that lived-in brunette just right. “There is definitely an art to getting what Mother Nature didn’t do,” she jokes. “I get loads of questions, which I love, and people pop on and really get involved. It’s great to be able to keep the Tribe inspired and learning.” Her approach to education is very much based around a salon day; it’s about quick ideas and techniques that you can apply in a regular hairdressing setting. “We go through colour gradients, balayage and foilage, points of brightness, face-framing, formulas and toning,” she explains. “Lots of people struggle with toning. I talk about brightening up the ends with a reverse balayage.” And she loves being part of Redken. “It’s been amazing joining up with the brand this year. There is such a good platform with Access, and Redken is so current. It makes teaching so easy. And with Shades EQ there’s no lift, it will only colour what you want it to colour. Colourists don’t have that panic!” Vicki showcased her multi-dimensional reverse ribbon balayage featuring the new Ash Brown family in September, head to @redken to watch it now on IGTV
“People really get involved. It’s great to be able to keep the Tribe inspired and learning” 47
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EDUCATION
Claire Martin Gro London, London @clhair__ WHAT YOU WILL LEARN GLOBAL AND CURL ENHANCING PLACEMENTS FOR DIMENSIONAL LIGHTENING WHEN ASKED TO step up to the plate for Redken’s Instagram Live education sessions, there was no doubt in Claire Martin’s mind as to what she’d be covering. “Colouring textured hair has been under-represented in education,” she says. “I just wasn’t seeing anything, but about 40 per cent of my clientele have textured or curly hair.” Claire is a big believer that keeping things simple is the best way to go when it comes to education, and advises any colourist thinking of sharing their knowledge to “remember that not everyone understands the hairdressing jargon.
So try and speak in the simplest forms possible”, she says. “That way everyone, no matter what level they’re at, is able to grasp and get an understanding of what you’re saying.” While she has missed the buzz and the energy of live audience education as of late, her years of experience shone through as she engaged with her multi-national audience. During her Instagram Live she showcased her dimensional lightening techniques to the world and advised how to avoid damage to curls on her mannequin head ‘Amber’. The engagement and inclusion of the Redken Tribe is what keeps Claire on top of her game and investing in her skills continually. “Everyone’s really open with their formulas,” she adds. “That’s empowering for me because then I can have more trust in certain toners and formulations, that it’s going to work. It creates more of an inclusive feel.” Claire showcased her skills in September, head to @redken to see it now on IGTV
“Everyone’s really open with their formulas. It’s empowering”
Nicola Welsh Nicola Welsh Hair, Bolton @nicolawelshhair WHAT YOU WILL LEARN MONEY PIECE MAGIC NICOLA WELSH HAS trained plenty of hairdressers in the 20 years since she first opened her own salon. But about six years ago she started diving deep into education, attending every workshop she could get a ticket for. “I followed lots of well-known people in the hair industry, and when they visited the UK I would go and see them showcasing their skills.” Watching the pros talk, she could imagine herself sharing what she knew too, especially her passion for balayage. And that’s precisely what she’ll be doing with Redken in October, hitting Instagram Live to showcase her lightening and faceframing technique. She’ll be glossing with Shades EQ, covering greys with Color Gels Lacquers and creating beautiful blondes with Flash Lift Bonder Inside and Blonde Glam.
“The lifting technique is really important at the moment and very on-trend. It’s a more lowmaintenance look, which is ideal for clients who may not be able to visit the salon as often,” she explains. “I approach Instagram Live as I would education in person. I’m honest and will give as much as I possibly can – it’s about being real,” she says. “It’s about sharing what I’ve learnt along the way – what has and hasn’t worked.” And she’s thrilled to be sharing with her Redken peers. “I’ve gone to every workshop Redken offers and there’s just so much available for every size of salon. There are so many ways to get involved,” she adds. “It’s exciting to be a part of the brand and everyone is welcome in the Tribe.” Lighten up with Nicola on Instagram Live at 4pm on 12 October @redken
“I’m honest and will give as much as I possibly can – it’s about being real”
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EDUCATION
Charlotte Rowley Fusion Hair & Beauty, Exmouth @HairbyCharr_
“The support from the Tribe is amazing – we all help each other and share”
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WHAT YOU WILL LEARN LIVED-IN BOHO BLONDE CHECK OUT CHARLOTTE’S feed and you’ll see a mouth-watering feast of bridal styles, balayage and teasy lights. She’s the blonde boss you need to follow to learn about next-level blondes. “Most people now want to transition their clients over from highlights or all-over colours to more balayage and lived-in colours, and that’s where some struggle,” she admits. “It’s about learning to not overpaint, where to place colour and work angles.” Hitting up Redken’s Instagram Live, Charlotte shared insider tips on using Shades EQ and a diamond technique to add dimension at the root while toning through the lengths and styling something simple with a boho bride edge. Some of her favourite fomulas for glossing and toning are 010VV, 010P and 010Gi for very light blondes; 09NB, 09AA and 08N for something a little softer and warmer; and she uses a lot of Ms and Ns and NWs for darker glossing and root melts. She took on Redken in her salon two years ago, having seen the buzz on social (“I was desperate to get it in here!” she laughs) and she’s noticed how much of an impact that has had on her social media. “I put a lot of detail into my posts, such as formulas, which has really helped to boost engagement,” she says. “There were a lot of questions about what formulas you use, where you place colours, how to stop getting lines in your work, what products to use. I get a lot of messages from stylists who want to switch to Redken. One salon I trained changed only a week later because they loved it so much!” Charlotte shared her insider tips in September, head to @redken to watch it now on IGTV
IF YOU’VE MISSED ANY EVENT DON’T WORRY! HEAD OVER TO @REDKEN WHERE YOU CAN FIND THEM ALL ON IGTV 49
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ON THE SPOT
ON THE SPOT WITH
George Northwood Quick-fire questions with the owner of the eponymous A-list favourite hair haunt, George Northwood, whose clients include Alexa Chung, Claudia Winkleman and Daisy Edgar Jones. He clocked more than 2m views on YouTube during lockdown with his home hair tips and tricks, and if you’re one of his 54k Instagram followers, you’ll have been making heart eyes at his long, lived-in locks
Home is… Hanging out with my gorgeous pooch, Willow. What’s one thing people might be surprised to learn about you? I can play the piano quite well. If you could travel anywhere, where would you go? Costa Rica for a sublime yoga retreat. What’s your favourite colour, and why? I don’t have a favourite, but I live in white trainers and T-shirts. If you hadn’t got into hair, what would you have done? Initially I had wanted to be an actor. Favourite colour technique, and why? Balayage – it’s very creative and artistic and it delivers something truly bespoke. Best piece of advice you’ve ever received? Work hard and success will follow. Your favourite hair look of all time? Effortless, undone styles – think Alexa Chung’s bob in all its iterations or the Duchess of Sussex’s evening wedding look. Favourite styling product to use in the salon? Redken Pillow Proof! It’s a great hair primer and heat protector. Summer or winter? Summer. What is your biggest source of inspiration? I like to look across all the fashion, beauty, film, music and art channels for inspiration. Anywhere that creativity is at work. What’s on your music playlist right now? Everything from JS Bach to Billie Eilish. Who would play you in the movie of your life? Adam Driver. If you had one superpower, what would it be? Being able to travel anywhere in the blink of an eye – no airports! What motivates you to work hard? The quest to create something new in my profession. What is your favourite thing about your career? It’s the perfect combination of people and creativity. Each day is unique.
@georgenorthwood
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@goldenbarbie
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