FRINGE Magazine - Issue 6 by FRINGE Magazine

ISSUE 6 | Volume 2 | Summer â&#x201A;¬9.50

Danielle Kennedy and David Campbell take the helm at the IHF

NEW

INTRODUCING

EXPERIENCE THE POWER OF PAINT

Contents 17 17

Instagram insider Paul Mac on meeting his heroes online

19 20

Get the look A new take on hat hair

The new power federation David Campbell and Danielle Kennedy on powering the IHF

Data dump Do you know the ins and outs of GDPR? The full treatment Sound advice for those considering a move into beauty

In review Is influencer marketing right for your salon?

Leading from the top Ken West’s tips to creating the right culture

In the chair Ciara Conway of La Mode Hair and Beauty on the best investment in her career

Petit chic Peeking inside Zoology Colour Lab in Wanstead

Pulp Riot comes to Ireland Meet your new colour crush

Lightbulb moment Joanne Kelly on the perks of being a freelancer

Croatia Fashion Week The Kevin.Murphy Irish team on tour

The American Crew All Star Challenge Chris O’Riordan of ST4MEN took the Irish trophy

COVER PHOTOGRAPH: Al HIGGINs

6 10

Shop talk New launches and top trends

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Making the case for change How developing a growth mindset can lead to success

The final cut Patrick Gildea on life’s true motivations

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Editor’s Letter We have a bumper read for you this issue! Fizzing with energy and enthusiasm, IHF President David Campbell and Vice President Danielle Kennedy revealed that

EDITOR Tara Corristine

Kieran Walsh Will McCreevey ART DIRECTOR

Wishing you sunshine and success, see you in the autumn,

Susan Conley CONTRIbuTORs

Connor Keppel Niyc Pidgeon Ken West With thanks to the Academy Plaza Hotel, 10-14 Findlater Place,

@fringemag_ie

Dublin 1, for accommodating our cover shoot. academyplazahotel.ie

@fringemagazine_ie

www.fringemagazine.ie

For advertising queries, please email Tara@fringehq.com or call 021 201 9681

Check us out on social media for news, reviews and competitions. Got a question, suggestion or would like to see a topic covered? Drop me a line at Tara@FringeHQ.com

@fringemagazine.ie

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PublIsHERs

establishing a nationally recognised apprenticeship and supporting women in the industry are just some of their goals of their term, and with their drive and determination, there is little doubt they will see their strategy through to completion. Are you data compliant? The new General Data Protection Regulation will come into effect from May 25 and poor practise could land you a hefty fine. Read Connor Keppel of Phorest Salon Software’s guide to getting it right on page 24. If you are considering bringing a beauty element into your business, read about Robert Eaton’s experience on page 27, or for some interiors inspo, turn to page 38 to see how Zoology Colour Lab in Wanstead transformed a small space. Working with an influencer to promote your salon may seem like a daunting prospect: how do I choose one? What can I expect in return? Find out the answers, and more importantly, the questions to ask, in our feature on page 31. Ken West returns with wise words on creating a salon culture on page 34, but if you or your team has some work to do first, turn to page 45 to learn how to develop a growth mindset.

Blondes

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all about

bREathE Easy Scented candles, cleaning products, furniture foam and air fresheners can all release Volatile Organic Compounds like benzene and formaldehyde into our places of work. Given that most of the air we consume is indoors, isn’t it worth considering the quality of it? dyson’s Pure Cool purifying fan captures 99.95 per cent of microscopic allergens and can project 290 litres of purified air per second into every corner of the room, thanks to its 350˚ movement. On warmer days, fan mode can also be used to cool as well as purify. €449.99, dyson.ie

thE

GoodbyE yEllow is Schwarzkopf Professional’s first highly-pigmented, neutralising shampoo. Purple and blue direct dyes neutralise yellow undertones and, as it’s sulphate-free, it gently cleanses and is ideal for sensitive scalps. Top tip: Use it pre-toning or for colour corrections. €17 @schwarzkopfprouk

Affinage’s new range of pastel INFINItI toNERs has proved to be one of it’s best selling launches to date. Find out what the fuss is about and check out the range of six Supreme Blonde Toners: three warm tones to enhance warmth, which have no lift action and deliver colour deposit only, and three cool tones designed to neutralise warmth, whilst giving minimal lift and colour deposit. Infiniti Toners can be applied to prelightened hair and are fully intermixable. affinage.com

Shop Talk

RUNWAy REPORT 1970s housecoats, textured Anaglypta wallpaper, takeaway containers and even the common housecat were given a fresh lease of life at the ANyA HINdmARcH’s ss18 sHOW. Luke Hersheson, UK Creative Director for John Frieda, continued the designer’s trans-decade suburban chic, clashing sixties prints with iconic nineties twists and futuristic micro-fringes. “Anya wanted all the girls to be in these wide headbands with 1960’s prints but we didn’t want it to feel dated by doing the usual sixties bouffant housewife hair. So instead, we smoothed out all the weight and twisted it into chic twists or pleats like you used to see a lot of models wearing in the nineties. Then we added an imperfect, gritty microfringe to each girl to give the look a tougher edge.” johnfrieda.com

FEsTIvAl FEvER Festival season is upon us, and ElEvEN Australia has the products to ensure your hair is as hip as a Coachella morning. ELEVEN Australia’s CoCreative Director and threetime Hairdresser of the Year, Joey Scandizzo has some tips and tricks to get the look. “My biggest suggestion for festival hair is to use products that enhance your natural hair texture, and that can be applied directly to dry hair,” says Scandizzo. >> day One Wash your hair the night before and apply an anti frizz cream when hair is damp, split it into five sections and plait each section. When you wake up, shake out the plaits and rock out the natural messy texture. >> day Two Your best friend at a festival is dry shampoo! Freshen up yesterday’s hair by spraying Give Me Clean Hair through the roots and ends for freshness and texture. >> day three Time to put your hair up! Take advantage of the gritty texture and wear a messy bun or ponytail, brush your hair back with your fingers and secure with a hair tie.

scalp treatment from PHyTO is a blend of rosemary, sage, cypress, eucalyptus and lemon oils that purify and stimulate the scalp and deter dandruff. It’s an ideal treatment to fortify sensitive and weak hair. €30 payot.ie

See www.greatlengthshair.co.uk/bridal/ for more.

Whoop whoop!

KEvIN.mURPHy scooped the best styling Product in the Haircare category at the recent Image beauty Awards 2018. nationalbeauty.ie

WEddING bEllE Almost 60 per cent of brides-to-be deem their hair to be the most important feature on their big day with 79 per cent confirming they would wear hair extensions. Great Lengths bridal collection, Own the Day has four breathtaking looks that are sure to appeal: Vintage waves, textured braid, structured curls, and our favourite, the twisted chignon, perfect with jewelled accessories.

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GREATLENGTHSHAIR.CO.UK/BECOME-A-CERTIFIED-STYLIST

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Alexis and David Thurston of Pulp Riot

Industry icons gathered to swot up on new LA colour.

lexis and David Thurston brought the sunshine with them when they jetted in from LA for the Irish launch of their smash-hit colour collection, Pulp Riot in Drury Buildings on April 18. Top salon owners gathered to hear David talk about how they harnessed the power of the online hair community to drive the success of the brand, while his wife and business partner Alexis talked guests through the application and advantages of their groundbreaking range of hair colours and shared the secret superfood that makes up the key ingredient. Want to know more? Contact stockists National Beauty and read their story in the next issue of Fringe Magazine. â&#x153;&#x201A;

Pulp Riot Launch

From left: Will McCreevey, Alexis Thurston, Coia Dahill, David Thurston, Olive Tucker Lee, Emma Fitzgibbon, Kieran Walsh THERE ON THE NIGHT

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Clockwise from left:Katrina Kelly, Cut_Social and Olive Tucker Lee, House of Colour; Mark Byrne, Zeba and Conor Doyle, Peter Mark; Paul Davey, Davey Davey and Laura Cathcart, Zeba; Fergal O’Connor, Origin and Niamh O’Regan, National Beauty; Susan Byrne and Mary Murray, House of Colour, and far left, David Campbell, House of Colour

KEVIN.MURPHY RETOUCH.ME

5 Â¾bY a]gh fcch hciW\!id gdfUm =bghUbh UbX gYUa`Ygg WcbWYU`]b[ VYhkYYb Wc`cif gYfj]WYg BLACK

DARK BROWN

AVAILABLE IN 4 COLOURS

LIGHT BROWN

AUBURN

Available in the best salons worldwide, KEVIN.MURPHY is distributed in Ireland by National Beauty Distribution.

KEVINMURPHY.COM.AU

Available in the best salons worldwide, KEVIN.MURPHY is distributed in Ireland by National Beauty For details see www.kevinmurphystore.ie or toDistribution. become For details or to become contact +353or 21 info@nationalbeauty.ie. 4217482 or info@nationalbeauty.ie a stockist contact +353a stockist 21 201 9681

Croatia Fashion Week Bold bright fringes complemented the vivid designs

Catwalk cool from the KEvIN. MuRphy IRElaNd team.

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The Kevin.Murphy Ireland team were recently invited to create the killer looks for Croatia Fashion Week. Cathyanne Kelleher, Wendy Hoey and Lucinda O Neill (KM Ireland) joined the KM Croatia team at Bipa Fashion.HR in Zagreb last March creating five looks for the countryâ&#x20AC;&#x2122;s most in-demand designers. Looks were created using Hair. Resort spray, Session.Spray and Anti-Gravity and stitched into place. The colourful fringes were created using jumbo hair and wrapped around a high bun. â&#x153;&#x201A;

Cathyanne creating one of the key looks

American Crew

Second place went to Aimee McPherson The UK and Ireland final of the AmericAn crew All-StAr chAllenge.

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Ireland winner, Chris O’Riordan of ST4AMEN

The hotly contested final of the American Crew All-Star Challenge was held at The Bike Shed Motor Cycle Club on Monday March 12 in Shoreditch and the guest list read like a who’s who of Men’s Barbering and Grooming. The atmosphere was electric as the finalists picked from hundreds of entries gathered on stage for their moment in the spotlight. Chris O’Riordan of ST4MEN of the Sean Taaffe group was the welldeserved Ireland winner: “I wasn’t expecting to win at all, to get this recognition from my fellow professionals is amazing. It’s my first time entering , I saw Ciaran O’Sullivan winning for Ireland last year and it inspired me. I am really interested in the photographic element of this competition and my look is an old time masculine look interpreting what American Crew is for the modern man.” Chris will now go on to the next round of selection where the 15 best images from across the globe are chosen to compete in the Global All Star Final held in Barcelona in June. ✂ americancrew.com

Distributed in Ireland by National Beauty Distribution. To become a stockist contact (021) 201 9681 or info@nationalbeauty.ie.

TribeGoals is a post-apocalyptic dystopian collection.

Insta-Style Paul Mac gives us

the lowdown on his Instagram icons.

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’ve been in the industry 15 years and have my own shop, Paul Mac Special Hair and I’ve recently joined celebrity hairstylist Adee Phelan’s SkinHead London Artistic Team. Instagram in particular has been great for gaining new clients for myself and my staff and has been hugely influential in me gaining ambassador roles and getting to collaborate and form friendships with icons of mine in the industry who a few years ago would have been uncontactable. Some accounts I follow are @ behindthechair_com – it’s my favourite, you get literally the best of the best from around the globe, and @esteticamagazine has variety and offers inspirational work every day. Some of the Irish accounts I follow are Shay Demsey, Paul Stafford and Joanne O’Neill – they are constantly doing world-class editorial work and are world-renowned, you can’t get any more inspiring than that. ✂ @paulmacspecial

The El Classico collection is mix of old school classic with a modern twist.

the traceless hair ring invisibobble® ORIGINAL puts an end to all problems you’ve had tying up your hair. whether you aim for a ﬁrm grip, a comfortable ponytail for a cozy evening, or a modern and fun updo, the invisibobble® is there to offer a helping hand. can this product be the answer to all these problems? yes, because invisibobble® is THAT SIMPLE.

retail beneﬁts • offering an innovative hair accessory • versatile updo tool for all hair types and hair styles • add-on product for styling purposes • added value through brand marketing • eye-catching packaging

customer beneﬁts • traceless • high wearing comfort • material: smooth artiﬁcial resin • hair loving • strong grip • non-soaking • updo tool • retractable in heat

ﬁshbowl display now available!

available in all good salons and pharmacies nationwide. for stockist enquiries, visit www.nationalbeauty.ie national_B

Get The Look Update your editorial eye with this on-trend take as seen at PREEN. At the Preen SS18 show, Eugene Souleiman gave models a rebellious flourish. “I have been working with Preen for 3 years and I’m always drawn to their conceptual approach which results in the unusual, yet beautiful,” he says.

Get the look “Working with the fingers creates a more natural and unkempt texture, it’s a sculptural process: Playing around with hair sections to break up the shape, then randomly placing longer pieces around the head. It should be fresh, modern, and imperfect.”

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Perfectly imperfect

1>> Hair was braided in an invisible under section at the back, to provide structure and hold for the adornments that were later inserted into the hair. 2>> Next, Eugene created a side parting, spraying it liberally with EIMI Sugar Lift to set it, add texture and provide separation to the hair strands. 3>> To add balance to the look, hair was secured into a ponytail off centre at the back on the same side as the parting. 4>> Using a tongs, random sections were given shape and movement. The bottom half of the hidden braid was then released to add further texture to the ponytail. 5>> To create the feeling that hair had been blown around by strong gusts of wind and rain, Eugene spritzed EIMI Dynamic Fix at an angle so just a fine mist fell onto the surface of hair, then more heavily further back on the head. 6>> Once the hair was saturated it was dried through a net. By pulling the net down tightly over the head it magically recreated the shape of a bonnet that may once have been there. 7>> To finish the look EIMI Dry Me was liberally sprayed over the entire head, anchoring any loose tendrils. Longer pieces were pulled back and secured in the ponytail. Hair was pulled over the ear to flatten and other tendrils were placed over the crown, before drying the hair through the net once again. ✂

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We speak to the Irish Hair Federation President and Vice President about their upcoming agenda.

P H O T O G R A P H S

B Y

A L

H I G G I N S

Cover Stars

team

President of the IHF and owner of House of Colour, David Campbell reveals the tasks he is taking on during his tenure.

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weâ&#x20AC;&#x2122;ve just launched the legacy plan, a five-year plan to turn Irish hairdressing into a world class industry. There are eight different strands to it: The nixer market, education, inspiration, events, pensions and so on. We have developed an app, itâ&#x20AC;&#x2122;s education in your pocket, and you can avail of discounts on training; we have our hair hub which is designed to ignite passion, and we have our business hub every October where we bring in the best in the business to advise salon owners on their business needs and aims. This summer, we are launching the Spark Sessions to encourage young female hairdressers to open salons. There is a gap at the top of the industry with regard to women. On top of that, we have the Irish Hairdressing Championships and will be different, with breakout sessions from the likes of Pulp Riot, Kevin.Murphy and Phorest who will be sending their best to educate the industry.

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Cover Stars

I was asked would I go forward for the committee, I put forward my proposal and was voted on. Then David was asked to be the next president and he asked would I be his VP which was very flattering. I’m only

Danielle Kennedy, owner of Lloyds Hair and Vice President of the IHF talks about supporting the success of women in the industry.

in the industry seven years so when I joined the Federation, I was quite passionate that stylists and owners get involved and see what a fantastic tool it is. I am very excited about getting trainees and young stylists involved in the Star Team, and about the Spark Sessions. I find that there a lot of women in the industry going it alone as salon owners. It can be a little lonely, a little daunting so we wanted to inspire female salon owners and the Spark Sessions are about women in the industry sharing their experiences, building each other up and creating a network of support. There’s nothing like that at the moment, you have social events but this makes it more formal and structured and you are there to network. The first one is about sharing our journeys, and there will be someone everyone can relate to: I got into hairdressing when I was 28 and I’m not a stylist. I was in retail management and the recession hit and I couldn’t get a job. I saw a position for a non-stylist salon manager at Lloyds and I thought, this looks really interesting. It was a smaller salon with about seven staff and I got the job. Five years later it has grown to three salons and a team of 60. I just loved it, loved everything about it, the team aspect, the excitement. I will be joined by Sarah Mason of Sarah Mason Professional, Olive Tucker of House of Colour and Denise Walsh of Rustiq. There are two key issues facing salons all over the country: During the recession salons weren’t training trainees because they weren’t hiring so now there is a huge shortage of newly qualified stylists. You need team members at every level in your salon and there is a lack of fresh talent. The other problem is the client expectations as a result of social media, instagram. We’ve had to do communication training with our teams to try to manage client expectations and it’s because all of this stuff is so in your face. The standard is amazing in Ireland, but to think we don’t have a national apprenticeship and a national qualification, it’s madness. Irish stylists can go to London and win events, beating out UK salons. I’ve huge respect for the industry, to work with people and to help mould them and develop their career is amazing, it’s what I love. ✂ irishhairfed.com

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We are very much involved in the National Apprenticeship, steering towards it coming online in 2020. Hairdressing will be the first apprenticeship ever in Ireland that every education training board will take on, that’s never happened before. We want to make sure there is something after that so we are launching the Master Craftsman’s Diploma – a seal of approval that is recognised across Europe. It’s a big honour to be President. I feel that the industry needs sensible direction, passion and people who have the skill and knowledge and the willingness to pass it on. The experience of the executive committee is our strength and when I look around at the 15 members, I know that Irish hairdressing is in great hands. Social media makes us as hairdressers have to raise the bar, we need to know more than those people on YouTube. It’s about reclaiming the craft. The same problems arise all the time: the black market, and we are launching the I’m A Professional campaign where we’ll have all the top people in the industry do a two-minute clip: ‘I’m David Campbell, I own House of Colour and I’m a professional,’ and we’re going to flood social media with it. We can’t stop those people on YouTube, we just need to send out better stuff. I don’t know if everything will be achieved during my two-year tenure, I would hate to think it would! I would love to take it on and for Danielle to bring it home and a succession of Presidents to reap the rewards from it.

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Is your salon GDPR-compliant?

Expert View ext messages, sharing your latest offers, emails to announce a new recruit: how you communicate with your clients looks set to change. CoNNoR KEPPEl, Head of Marketing at Phorest Salon Software, gives a rapid-fire guide to getting on board with new data regulations. Failing to comply could cost you...

What is GDPR and how will it influence the hair and beauty industry?

>>Salons must prove they have a legal basis for collecting the client’s personal information i.e. a salon cannot collect personal information without reason or simply say it is for marketing. >>Salons will need a proactive approach to show that they are data compliant, not just the ability to cover their tracks in case of a client’s complaint or audit. In order to demonstrate compliance, they need documents such as a data protection policy and

To learn more about GDPR and how to protect your business, visit salongdpr.com.

Some of the main points to take into consideration with GDPR:

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General Data Protection Regulation, GDPR, is a new data regulation coming into place on May 25, 2018 across Europe which aims to unify how consumers’ personal data is protected in EU member states. It also aims to create more transparency about how businesses are storing and using people’s data. Once GDPR comes into force it is going to be mandatory for all businesses to collect, house and protect their clients’ personal data and information in a secure manner. The capability to provide a clear audit trail as to how data was collected will also be a requirement of the new GDPR regulations. This is particularly interesting in the hair and beauty industry as salons collect so much personal data from their clients - ranging from simple contact details through to very sensitive medical records. GDPR is more comprehensive than any other dataprotection law. There are a few reasons why salon owners really need to pay extra attention to it: If a salon is found to be in breach of GDPR, they can be fined up to four per cent of revenue, capped at €20 million. For example, if your salon’s turnover is €385,000 you could pay a fine of over €15,000. Closer to the time, each country will be pushed by the EU to advertise in mainstream media, making people aware of their rights in terms of how businesses use their personal data. This will heighten consumer-awareness, and salon owners will need to protect their business by being able to answer clients’ questions and prove that they are handling their data in a secure and data compliant way.

data-handling procedures manual. >>Salons must have a record of consent proving the client opted-in to give them the data. Previously, it was ok to have a check-box at the bottom of your website or consultation forms saying ‘I want to receive marketing, offers and other updates from your salon’. With GDPR, this all has to change. Client’s must now ‘opt-in’ to receive marketing and salons are required on forms to clearly outline all processing of the collected data i.e. what exactly will the data be used for. One big vague statement with a checkbox is not acceptable. >>A salon’s client will be entitled to request a SAR: Subject Access Request meaning that the salon will have to produce ALL information they hold on the client to that person, free of charge, within 30 days. >>Under GDPR, a salon’s client will also have the right to ‘be forgotten’. If clients are no longer customers or withdraw their content to use their personal data, they retain the right to have their personal data deleted. If a salon is using pen and paper and maybe an online email tool, for example, it will be virtually impossible to provide all of the data above. Also, how do you delete a client’s details from pen and paper if you have multiple entries in different diaries? This is the perfect example of why a GDPR-compliant salon software such as Phorest is essential. Phorest Salon Software is Europe’s First fully GDPR compliant Salon Software - we provide the industry’s first fully digital, compliant consultation forms, meaning all client details are recorded in a traceable way as per GDPR regulations. We provides filters and tools to create marketing campaigns using email, social media and SMS and ensures all salon contacts are correctly opted-in and won’t get salon owners into trouble when clients request a copy of their consent. All data stored on Phorest Salon Software is fully encrypted meaning that clients’ data is protected at all times. ✂

Case Study

Are you considering adding a beauty element to your business? Swot up with the RussEll EatoN success story.

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he Russell Eaton salon opened in 2009 in the heart of Leeds with two floors of beauty treatments and services. In 2016, it underwent a complete spa transformation, adding a private professional trichology room. RobERt EatoN, Creative Director and Trichologist, tells us how this symbiotic relationship is good for business.

The Russell Eaton brand is focused on premium, highend hair care and beauty services and thatâ&#x20AC;&#x2122;s reflected in our salon design. We wanted the Leeds salon to have a similar vibe to the Barnsley salon, it keeps a unified brand image. We worked with Reis Design in London who specialise in salon and spa design, they really understood the feeling and image we wanted to achieve.

Case Study We knew that our clients loved the spa area’s current layout and décor, but with our trichology services in higher demand, it called for a private room. We could have simply renovated one of the original spa rooms, but after some water damage to the floor we determined that a whole refresh would be more beneficial. The results are absolutely beautiful, and we have had a lot of positive feedback from our clients. The spa area still has the warm, natural and tranquil vibes that it had before but now it is a little more modern and sleek in its design. The trichology room has also been a huge success. It was very important to achieve a private space for this service as it can be such a sensitive issue and I think the growth of the service is testament to how effective this personal area has been. We look for brands that offer quality and a good product range, for example we use OPI in our nail spa as the brand is renowned for its superior results and wide range of colour options. With our tanning services we are proud to use St Tropez Spray Tan which is the first choice for professionals, and for our facials we use the Guinot skin care range. In the past few years we have noticed our clients are more interested in product ingredients, opting for more natural

options. With this in mind, we introduced organic brand, Neom. We find that the quicker services are more popular on a regular basis with longer indulgent treatments chosen as a proper pampering treat on special occasions. I oversee both sides of the business, and we make sure every team member is fully trained in all areas of the business, so that no matter what enquiry a client may have, someone will always be on hand to help. We’ve found that time is one of the most precious things for our clients, so we’ve been actively marketing our hair and beauty services together. It’s about increasing services in less appointments. Rather than offering clients separate appointments for a hair treatment and a manicure, they can pop into the salon on a lunch break and have a blow-dry and manicure all in one go. The client gets a great deal and saves time in the salon.

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Beauty and haircare are very different aspects of the one business, but I wouldn’t say one was more challenging than the other. I’m from a hair background so you could say it was easier for me to work on the hair side, however I’m always striving to increase my knowledge and learning, and I love discovering and working on the beauty side of the business too. The spa helps to drive business for the salon. We offer our hair clients a free hand, shoulder or head massage while they wait which often leads them to check out our beauty services after enjoying the free treatment. If you are considering incorporating a beauty element into your salon, my advice is to always look at the investment you are making with regards to the design and shop-fitting costs, and the training of your team when launching any new treatments or services. Look at how long it will take for you to cover costs and then begin to make profits, but also what the new services will add to the whole salon environment. Some treatments that are not always the highest price services are the ones that entice clients in to the salon more often. Often clients will spend more having other services alongside their original service which increases the salon’s turn over. ✂ russelleatonhair.com

Influencer Marketing Word of mouth has always been a key advertising tool for hair salons, but in this age of social media, it’s time to look to a new kind of reviewer.

n the good old days, a recommendation from a friend or family member was often all that was needed to try a new salon or choose a different stylist. The advent of social media has changed all that and many people are now trusting a different source: the online influencer. Influencer marketing is an indirect form of promotion, where goods or services are promoted or sold through people – influencers, bloggers or social media personalities – who bring their expertise, reputation or status to a brand. What makes these individuals especially influential is their following on social media platforms, whether it’s on instagram, twitter or on their blog. They are perceived to be more genuine and authentic and as a result, their recommendation holds more weight for their loyal followers.

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Using an influencer can feel like a more authentic approach to advertising your offering, so should your salon strategy include influencers in its marketing mix? Lynn Hunter founder and Director of Talent at The Collaborations Agency makes the case. What can an influencer do for my salon? Picking the right influencer can help a salon speak to their desired audience. For example, if an influencer’s followers are predominately 18-35 year old females in Dublin and your salon is in Dublin this might be a good match. You are essentially talking to an influencer’s followers when you collaborate. The core of our business is creating strategic alignments that are relevant

What stats should I be looking at? Engagement is huge. It’s one thing having a huge following but you want your followers to be engaged with your content – asking questions, reaching out, liking and sharing. How do I find one? Finding the right influencer is key to any good campaign. To find one, I’d recommend an agency because they can align your salon with the right influencer in terms of age, demographic, content, but also their location. If you’re a salon in Cork it’s best to have a Cork-based influencer so it makes sense for the brand. The Collaborations Agency joins the dots between brands and influencers.

and are results driven. Each collaboration, like each brand, is unique.

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Why should I choose using an influencer over advertising? Using an influencer means that a person can create incredibly styled, unique and engaging content; content that their followers love. You’re getting your messaging to the right audience in a cost effective way. This content can be fun, insightful, informative, and stylised to fit the brand.

How do I choose the right one? The Collaborations Agency is all about aligning the right influencer with a brand. It needs to make sense and sit organically on the influencer’s channels. The collaboration needs to, above all, make sense. For example, if an influencer is known for discussing that they are interested in getting hair extensions to achieve added length, you would not collaborate with them to showcase your latest cut and colour offering. If an influencer is known for and vocal about being vegan you wouldn’t align them with a new dairy product.

How do I measure the results? We provide campaign reports for each campaign including likes, comments and more indepth evaluation like Reach, Demographic, Engagement, and Impressions. And an overall review of how the campaign went and any learnings for the next campaign. Case study We’ve worked with some of the world’s most recognisable brands: H&M, TK Maxx, Puma, Canon, IKEA, Aer Lingus, Boots, Maybelline, Bourjois Paris and more. One example was where beauty and lifestyle blogger Louise Cooney worked with GHD to create a series of ‘How To’ videos for her followers using GHD straighteners, hair dryers, hair curlers, brushes and hair products. These videos sat on her YouTube channel but Louise also cross-promoted on her Instagram, Facebook, and Twitter. The videos garnered huge engagement from her followers and fitted perfectly with the aesthetic of Louise’s channels. Louise is from Limerick, has national reach and her followers fit into the 18-35 female category, which GHD included in their campaign brief. The perfect match. thecollaborationsagency.com

Influencer Marketing Working with social media influencers is about more than testing products, explains lifestyle and fashion blogger, Lisa Jordan of Just Jordan and creator of Luna by Lisa. She shares how careful consideration can create collaborations that work for the blogger, the brand and most importantly, the followers. I’m a qualified beauty therapist, and when I started blogging, it wasn’t about a career, it was about a passion. It started as a hobby and evolved into a business. Brands are looking for people who suit them and we’re looking for brands that suit us. I don’t work with all the brands that ask me to work with them – I think that’s the misconception in the industry. I turn down collaborations that don’t suit me, or my blog, or my readers. I won’t work with a brand that doesn’t offer what people want: quality, good price point, good customer service. If I am signing with a brand, I want to make sure they are the right fit and I do my homework: where are the products coming from, how is the business set up, what is their customer service like? If I worked with a salon, I would want to know what the service is like when I’m not there. As influencers and bloggers, we can be treated really well but what about my followers, are they going to get the same treatment? I mystery shop some brands: I have people work with them or try them and see how they handle things, especially where long campaigns are concerned. For me, my readers come first, I come second. If this doesn’t suit them, it won’t suit me. When it comes to choosing a blogger or influencer to work with, do your research: what style is your salon, and what style is the person you are looking for? What other brands are they aligned with? Are they big into hair? Research their audience and where their traffic is coming from – they might have more of a following in the UK than Ireland which won’t help your business. Find a local

blogger with a following in the area, there’s no point getting a Dublin blogger for a Cork salon. Make sure you know their statistics, that they are legitimate followers and they aren’t bought. When you approach a blogger, ask them what they want out of the relationship, share what you as a salon can do for them. Every salon is unique with a different vibe or demographic and it’s finding the right person who suits their salon. ✂ justjordan.ie

KEN WEst Director of

3·6·5 Education explains why culture is the key.

CULTURE FRINGE MAGAZINE

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Club

n my role at 3•6•5 I get the opportunity to visit salons all over the country, but sadly I come across very few that stand out from their competition. Most salons are offering the same services, in the same way as they were last year, and probably the year before. With the number of client visits per year falling and the industry suffering a general shortage of team members, this type of complacency will eventually lead to extinction. Why should a client choose them and how are they going to attract the best stylists and team in town? I often refer to hairdressing ‘temples’. Bright shiny salons with shiny floors, sparkly mirrors, expensive chairs and equipment, but no soul. The owner has spent a fortune on the fixtures and fittings but then forgets to invest financially and emotionally on the most important asset they have: their team. Their salon has no culture. So, what exactly does that mean? What culture means in terms of a salon is that the team works together towards common goals, embracing and valuing each other and their clients. When a team has a strong culture the way

they relate to each other and to their clients is natural and consistent. This leads to a customer experience that creates a reputation and a brand identity. This is vital if a salon wants to grow and expand in the future. It is also vital if you want to set yourself apart from your competition, allowing you to raise your prices and hopefully your profits. At 3•6•5 our members have a set of values called Guidelines to Greatness, but it is easy for any team to create their own by sitting down and discussing and listing the key points of behaviour and values they all agree with. That then becomes their own team agreement, and this forms the basis for the culture in the salon. There is, however, one key ingredient that many salon owners overlook: themselves. Leading the way The true culture of any salon absolutely starts with the leader. When I think of salons I have visited where the culture is apparent as soon as you walk in the door, it always comes from the top. A few examples that I can think off that I have encountered include Sophia Hilton at Not Another

Pro Talk

Ken West

Ken West has been a part of 3·6·5 Salon Education for over 25 years and coaching salon owners for over a decade. As a leading business expert, Ken regularly contributes to titles including Hairdressers Journal and Salon Business and he has a monthly column in Creative Head. Ken is passionate about coaching salon businesses to achieve their goals. What are the issues that matter to you? What topics would you like help with? Share your questions with Ken, email me at Tara@fringehq.com

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Salon. Her enthusiasm for embracing diversity in her team and her passion for creating something unique, has enabled her and her team to build an amazing business with a fabulous reputation. When I visited the Michael Van Clarke salon, I was blown away by the attention to detail and quality in everything they did. From the shaven cucumber in the beautiful flask of iced water in reception, to the personal appearance of every single team member, this passion for quality comes from Michael. Amanda Dicker’s passion for communication and the consultation has created a unique environment at The Chapel, where services are charged by time. If I was still cutting hair then these are the type of salons that I would fight to work in. Examples like this show how, if you create a business that has a clear culture which is unique, then you create an environment where price becomes secondary to the experience. What they also provide is an opportunity for team members to grow, and evolve, and create a career that is truly aspirational. ✂ 365hair.com

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In The Chair CIARA CoNwAy of La Mode Hair and Beauty, on finding

balance and swotting up on social media. Finding purpose I used to get my hair done in the GPO Arcade in Dublin by a stylist named Olive. When I was 15 she asked me to model for her in the IHF Championships. At the competition I was introduced to this new world of hair, of creativity and passion. Seeing the stylists push and inspire each other was incredible and I fell in love with hair.

Always learning Shortly after opening La

Mode I attended the Vidal Sassoon Academy in London, ABC of Cutting course. It has been the best investment in my career to date. I understood cutting in a way I never had before. It was a major stepping stone to winning many of my awards and helping me build a strong loyal clientele. Ask the expert I outsource payroll and have

Going it alone I always knew that I wanted to

own my own salon. I qualified as a hairdresser at 17 and worked in two salons over the next three years. In December 2011, when I was 20, the salon I worked in closed down and I was made redundant on Christmas Eve. My parents encouraged me to open my own salon and I found a small unit only three doors down from where I used to work. Within two months I opened the doors of La Mode Hair and Beauty Boutique. Growing pains The salon is

In training I would like to stricter guidelines put

in place for apprentices to ensure they are receiving the training they need. I have seen so many young people left for two to three years washing hair and sweeping floors. Helping hand I think a

lower VAT rate for small firms in the first 18-24 months of business would really help businesses so they would have more income available to them to get through the next few years, or to invest in training or equipment. ✂ lamode.ie

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open six years with a team of eleven. The most difficult challenge is trying to run a successful business and have a family. Before having children, my main focus was my career and business. I spent most of my waking life running the salon, working on building a loyal client base and building the salon’s presence within the industry. I found the key to finding a happy medium is finding a salon manager I could really trust and had the same passion as I do.

an accountant look after the financial side of the business, it puts my mind at rest that everything in that area is looked after and anything I’m unsure of, he’s on hand to advise me. This has taken huge pressure off the day to day running of the salon.

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Interiors

Mark Mountney, salon owner and director of

Zoology Colour Lab in Wanstead, shares the challenges and creativity behind this colour-only space.

t zoology we have always been passionate about colour and all our staff have colour expertise so it was only natural that we extended this passion into a salon of its own and really shout about our skillset. Originally, the Colour Lab space was formerly our Zoology Men salon, which is located just next door to our main Zoology salon. The space was looking dated and in need of a facelift. We noticed that a lot of clients want to have just a colour so we decided to integrate our male client base into the main Zoology salon and transform this space into an area dedicated to colour services

only: cue Zoology Colour Lab. It provides clients with a much more VIP, bespoke and personalised service in a dedicated environment. We worked closely with local architects and designers T-Space for about two to three weeks to create a open plan salon, researching furniture to create different zones that are all connected, but still intimate. T-Space project managed the Colour Lab, and we employed a local builder and shop fitter who worked on the project for two months, bringing in additional tradesmen as and when needed. Due to the narrow layout, we were presented with the obvious challenge of creating a spacious

FrInGe MAGAZINE

LUXE LAB

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Interiors

black and gold to make a big impact. We wanted the interior to be enticing from the high street, so it was important to provide lavish seating and minimal retail in the window. We began with the idea of combining a small amount of exposed brickwork with luxurious leather seats, a feature chandelier and a custommade open colour kitchen to visually express our

the floor to ceiling birch tree poles look beautiful in the backwash area and create a real calming space. Nature itself has strong connotations of wellbeing and calmness and as I wanted the Colour Lab to be different to our main bustling salon, it was the perfect way to create a private, intimate area whilst still allowing in lots of natural light. â&#x153;&#x201A; zoologyhair.com

As this is a colour only salon, it was important for me to add a pop of colour in there and these tiles were just perfect!

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feel within a small area. We were very much inspired by five-star hotels such as the new Ham Yard Hotel in London. Other influences include the rustic feel of many Shoreditch shops and salons. A lot of the design was based on our original Zoology salon but we wanted to make this space extra luxurious and a little bit more special. The brief was to be glamorous and urban so we used

love for creating colour. The main styling mirrors were purchased from LSE, a salon equipment and furniture shop based in Wembley. We custom-sprayed to the exact gold of our choice to match the piping on the styling chairs. We didnâ&#x20AC;&#x2122;t want to build a heavy wall between the backwash area and the salon because of the confined space. A beaded curtain provides a divide while adding an element of privacy and still letting in plenty of natural light. The beaded curtain was handmade due to the length we needed, this alone took two months. I have a huge love for travel and Morocco was a big inspiration for me when designing the Colour Lab. Morocco is rich in gold and opulence whilst offering explosions of vivid, bold colours. I love interior design and, for me, the real pleasure is all about the finishing touches: lights, chairs, coffee tables, which I like to source myself. The light was sourced from an interior shop online, whilst the chairs and coffee table were absolute finds in Homesense! The trees are one of my favourite elements of the salon. From an aesthetic point of view I think

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Lightbulb Moment From hanging with the cast of Dallas to chatting with Maureen O’Hara, JOANNE KEllY shares the perks of being a freelance hairstylist. Sticking with it I never thought hairstyling would be something that would stick but once I started in a salon, the excitement of competitions and the passion of all the stylists for this super creative industry just became so contagious and I’ve been hooked ever since. Spice of life The beauty of working freelance is everyday is different and I can choose jobs to suit my life. Mosts days I’m with my little boy trying to juggle tantrums and emails. Then I have weddings Thursdays through Saturday. A couple of days a month I might have a little editorial or campaign work. When the mood takes me I do a spot of blogging. It’s the perfect mix and I love the variety.

Social struggle When I started there was no

Facebook or Instagram and the word influencer had no meaning. I struggle with social media: I love it and hate it in equal measures. It has been

it comes to public speaking, I’ve turned down some amazing opportunities because of my fear of standing in front of a crowd or talking on television. I’m going to try to work on it a little this year but to be honest I really do just prefer working behind the scenes. In training I have a goal this year to do some

more courses. Hair changes on a daily basis and I love attending classes and learning new skills from the best in the business. I really feel that education is the key to keeping your work fresh and to keep your passion alive. Young gun At the time, winning Irish

Hairstylist of the Year at just 21 was the most surreal experience. To be honest, I don’t think I even thought much about it at the time, but 13 years later and looking back now I realise how big it was and I’m so proud that I was and still am, the youngest person to ever win.

Online life The hardest part about freelancing was uncertainty, not knowing when you would get your next job was a struggle for me. These days I find admin and emails the absolute hardest. I think creative people struggle with this side of it. The hair is the easy bit but the pressure of replying to emails and keeping my work up to date online is a constant battle and certainly doesn’t come naturally.

Speaking up I wish I was more confident when

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At the helm I wanted to be the person to decide what my style was and to choose to work with people and projects that I loved. I was also tired of the long salon hours and that I could only ever have four Saturdays off a year, it felt so restrictive. I don’t think I was ever really suited to a busy salon because I work at a much slower pace and I sometimes found it stressful trying to stick to small time slots. One thing I do miss is the staff room, the craic and the social side. I still miss everyone 12 years later!

great for work and it has really helped get my name out there but in some ways it has given people unrealistic expectations of what they can achieve with their hair. There are so many apps that you can use to edit photos and make it look like a completely different head of hair, and clients sometimes think that it’s an option for real life but a lot of the time it’s not. I really dislike that side of it.

Star quality Spending a few weekends with the cast of Dallas was incredible! Linda Gray and Larry Hagman were just two of my favourite people ever to work with. Just beautiful people inside and out! I also got to do Maureen O’Hara’s hair before she passed away and I feel so honoured that I got to meet such a phenomenal lady. My Granny made me promise that I’d tell her that she should have married John Wayne. I did, and she laughed. ✂ josiehearts.com

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Expert View

Changing the way you think could be the secret to success.

A growth mind-set however supports happiness, growth, and achievement because, in the words of Carol Dweck, a leading researcher in this field: ‘In a growth mindset, people believe that their most basic abilities can be developed through dedication and hard work—brains and talent are just the starting point. This view creates a love of

learning and a resilience that is essential for great accomplishment.’ A growth mind-set focuses on the journey as well as the outcome and allows you to see challenge as a process to work through and an opportunity to serve your growth. You might notice whether you have a fixed or growth mind-

our mind-set is a self-perception you hold about yourself, and is also an asset that you can strengthen and grow. A fixed mind-set means seeing things as black and white – absolute success or absolute failure. If something goes wrong there’s no getting away from it, and if someone challenges you… well they had better watch out! The easiest way to notice if you’re falling in to a fixed mind-set is to be aware when you start to get defensive or can feel resistance creeping in.

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mind-set

set when it comes to welcoming criticism, taking on challenges, thinking about your intelligence, making mistakes – and choosing to learn from them – because you know it serves your growth.

Mind-set success The research into mind-set suggests that we all have both fixed and growth mind-sets. A fixed mind-set can often be Niyc Pidgeon is a Positive triggered by a critical comment Psychologist, Global Success or not performing as well as Coach and Young Entrepreneur peers, and can result in feeling of the Year. She holds a BSc in insecure and defensive. But Psychology with Sports Science when we are self-aware, we can and an MSc in Applied Positive choose to shift into a growth Psychology. Niyc is from mind-set and use the challenge Newcastle, lives in Los Angeles, for personal growth. and travels the world speaking So instead of thinking of an and coaching to help women to athlete as ‘talented’ we would overcome self-doubt and live see that their success has their lives of joy, personal power been achieved through effort, and unstoppable success. Niyc is ambassador for Onebracelet consistency and practice. That’s Consciously shifting and UN Women to support why some talented young people mind-sets End violence against women. miss out on success because they It’s not always easy to see our niycpidgeon.com. have been coached or taught to own behaviour and limits. believe they are naturally gifted Imagine that you are feeling and so fail to work on their mindwronged by someone or set and put in as much effort to create the result. something and you are spinning yourself a story about how unfair things are and how nothing Shift your mind-set is ever going to get any better. If you have a When choosing to change the way you think, fixed mind-set then you believe that and stay you are naturally required to take a new level of stuck there. Having a growth mind-set however, awareness, and a great way to do this is to ask invites you to take a different approach. You’re yourself questions. Start with the questions below, able to release yourself from negative feelings, to help you gain a better understanding of where where you’ve been telling yourself you’re not your mind-set has been fixed in the past before, good enough. Now armed with a growth mindand how you can shift to take a new perspective, set, you know that with effort, you can achieve and feel happier today. all you desire. You’re also able to reframe your experience, both from the past, within an instant, >>Where can you notice that you have fallen in to and for the future too. This means life becomes a fixed mind-set before? (Remember one of the way more enjoyable, and you love the journey so big red flags is when you start to get defensive much more. ✂ over something.) >>Where have you given up when things have Extract taken from Now is Your Chance, A 30become difficult? Day Guide to Living Your Happiest Life Using >>Where have you told yourself you’re not Positive Psychology by Niyc Pidgeon (£10.99, ‘intelligent’ or ‘talented’ enough? Hay House UK)

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Niyc Pidgeon

>>Where have you made a mistake or failed at something, and noticed telling yourself you’re no good? >>Where could you choose to take a growth approach to something that you are currently finding challenging? >>Where have you focused on making more effort in order to create results? >>Where can you consciously choose to accept criticism graciously, because you know it is helping you learn? >>Where can you identify a challenge, struggle, or something that feels hard for you, and find gratitude for the process?

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The Final Cut PaTRICk GILdEa’s stellar career got off to an early start

thanks to a little help from mum! Starting young When my mother cut my hair as a young boy, I thought, I definitely could make a better job of this if I did it myself! So I’ve known for a long time that this was the career for me.

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No 9-5 A typical day involves working with guests and making sure that everything is in place for our centre of excellence experience. There’s no limit to the amount of time you give in the day when you are running a company and a team of 32 people. Being surrounded by the people I love and care about in my life inspires me: my family, my team, my guests and hairdressers that want to protect the industry by being professional in every aspect of the service they provide. Love that look My favourite cut is the classic Sassoon bob: timeless and beautiful. Copycat crime I feel quite passionate about the poor representation of our wonderful industry on YouTube. These self-called experts try to reflect our skills, make out that it is easy and totally belittle our profession as a whole. Smart moves There isn’t a thing I would do differently in my career. I have been blessed to be sent on a journey in a career that has been so inspiring and made me happy.

Training day I want to see a stronger training programme for the new generation instead of some salons taking kids for a ride. This industry is changing massively. The sooner salons start to

realise the haircut is only a small part of customer satisfaction then they’ll have a business. I don’t do mistakes, I’ve had challenges. Highlights Receiving an Irish Hairdressers Federation Icon award was a career highlight, as was my team presenting me with a beautiful framed staff picture at Christmas. Industry icons All hairdressers who maintain integrity in our industry and keep moving forward inspire me. I’ve had the pleasure of working with so many industry leaders, Anthony Mascolo really stands out. We have to be focused on the new generation of guests, they want way more for their buck so we have to be thinking four steps ahead. As it is, with social media, some people are becoming more educated and updated than some hairdressers in the industry. Power of positivity Having the correct frame of mind makes it easy to stay motivated, it comes from within. I fit hairpieces for people having treatment for cancer which is deeply humbling and when they leave after their appointment and I reflect, it’s very easy to become motivated about life. Future facing The future plans are to continue to be one of Ireland’s top salons, growing everyday, improving and developing our brand to the fore and maintaining a standard of service that is respected not only by our guests but by the whole industry. ✂ patrickgildea.ie

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