FOR THE APPEARANCE OF FULLER HAIR
Index
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Page 3 Foreword Page 4 Technology Page 7 collections Page 19 Awards Page 22 Frank Brormann Page 25 tips Page 34 Press Page 37 TV Page 38 keyfacts Page 44 The Calligraphy Cut World
Foreword
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THE COMB INATION OF TRADITION AND MODERNITY ALWAYS LEADS TO SOMETHING UNIQUE In its finest form, craftsmanship is artistry. Hair stylists are craftspeople, artists and entrepreneurs — all in one and all at the same time. Their expertise, paired with the perfect tool in skilled hands, guarantees that all of the customer’s long-cherished wishes finally come true. The desire to create the perfect haircut with just one cut eventually evolved into the concept of Calligraphy Cut. Experience the unique artistry of Calligraphy Cut by Frank Brormann and become part of this exceptional success story!
Technology
The C alligr aph Due to its inclined blade the Calligraph cuts the hair at an angle — similar to the gentle cutting of a flower stalk. In this way the hair does not get damaged, but the smooth and adept wielding of the blade rather causes a visible motion that makes it appear clearly fuller. For perfect results a precisely defined, tilted cutting angle of 21 to 23 degrees must be observed at all times. The Calligraph’s elaborate ergonomics enable an extremely safe handling, so that the focus is always clearly on the customer’s hair.
Technology
The Ide a Scissors cut the hair straight and dull. The patented Calligraph cuts the hair at an angle of 21 to 23 degrees. In this way it does not get damaged. The surface gets enlarged, with every touch the hair gets an impulse of motion and at once perceptibly more richness.
Technology
The outcome Fuller hair that is perceptibly soft and marvellous to the touch, being at once controllable and flexible to style.
Collections
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B e auties
Collections
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B e auties
Collections
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B e auties
Collections
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B e auties
Collections
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x xl Swing
Collections
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The combination of tradition and modernity yields something unique — the XXL Swing collection is passionate and not only provides the hair with unprecedented volume but also draws on every woman’s versatility. It underlines the natural femininity and plays with gentle sensuality.
Collections
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Vibrant and reflecting colours and gently nuances make this elaborate cutting technique easy and multifaceted, adapting perfectly to various moods and vibes.
Collections
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In the blink of an eye a mornings business styling becomes a seductive statement in the evening.
Collections
phyyCu CuttMMag agaazizinne | 15 CCaal l ilgi grraaph
Am ĂŠ l i e
Collections
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The special thing about this collection by Frank Brormann are the flowing layers and slight fringes which make for a softer and very feminine appearing haircut. In this collection, sensuality meets the kind of determination that every woman contains within herself and it is able to capture every customer’s individual emotion. The AmÊlie collection is tender, light and not only provides the hair with unprecedented volume but also draws on every woman’s versatility.
The cool colours and gently incorporated light reflections make this elaborate cutting technique easy and multifaceted, adapting perfectly to various moods and vibes. In the blink of an eye a mornings business styling becomes a seductive statement in the evening.
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Men
Collections
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Men
Collections
Awards
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C alligr aphy Cut wins Innovation Awar d At the presentation of the 2014 Salon Star Awards Calligraphy Cut has been awarded the golden trophy in the Innovation category. Frank Brormann’s invention was again able to convince the experts who gathered at the annual Top Hair International Trend & Fashion Days fair in Düsseldorf. The voting for the 2014 Salon Star Awards proceeded over three months and saw an unprecedented participation — 62.000 industry insiders cast a total of 103.000 votes. 13 cate-
gories were to be awarded, including shampoo, styling, colour, scissors, newcomer, stage artist and academy. In the Innovation category Calligraphy Cut was able to win out over TIGI’s Bed Head Wax Stick (2nd place) and Super Million Hair (3rd place). After Calligraphy Cut has already been showcased very successfully at the Haut Coiffeure Française in Paris, this fresh distinction should lead to further momentum.
Awards
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Salon of the Ye ar 2012 Frank Brormann’s salon Threesixtyhair is awarded with the highly coveted prize for successful hairdressing entrepreneurs and has won first place in the category more than 10 employees. From now on, Calligraphy’s flagship salon ranks among the top ten teams in Germany. The prestigious Salon of the Year awards are presented annually by the Top Hair International journal in four categories. About 800 salons compete for the sought-after titles, which have been presented already for the 16th time.
Who wants to become Top Salon must first submit a convincing application to a professional jury and exhibit excellent key performance indicators. The top 30 salons are then scrutinized closely by anonymous test customers and when it comes to Threesixtyhair’s service, the test customer as well as the jury were absolutely delighted: ‘It is the concept that counts, the economic success as well as leadership of employees and public image.’
Awards
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Diamond Ide as Awar d Within the context of the Intercoiffure economic congress business unplugged in cologne 2011, Frank Brormann has been honoured with the innovation award Diamond Idea Award for the best and most innovative customer acquisition campaigning.
In a ceremonial act the president of Intercoiffure Germany congratulated the winner in the category New Client and presented him with the highly coveted award
Frank Brormann
Frank Brormann
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One hair dr esser — one passion Every hairdresser enjoys full hair with maximum space for creativity — everyone but Frank Brormann. His passion is the industry’s greatest challenge, as he prefers rather fine and delicate hair. Brormann’s successful approach to this specific hair type resulted in his Calligraphy Cut, which gives fine hair the structure and richness it deserves while it equally provides for the wow-effect when it comes to thick hair. But there is more to it than that: With Englisch cutting techniques and updos Frank Brormann knows how to convince on the biggest events of the industry, presenting a new collection each and every year. Once a disciple of Vidal
Sassoon in Hamburg and long hair exper t Patrick Cameron in London, Frnak Brormann eventually has become a role model for young hairdressers himself. It is not only the focus on thin hair which sets Brormann apart from other stars of the industry, but also the exceptional closeness to his customers. Time permitting, he is present in his salons, personally advising his customers and proving the high quality of his cuts over and over again. Frank Brormann is not a fan of professional secrecy — he has always passed on his knowledge and skill as for him success is not designed to serve the ego but rather to advance the whole industry. This notable attitude finally led to the opening of an own academy.
Frank Brormann
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20 Ye ar s — 50 Coutnr ies Frank Bormann has already moved on from the central milestones of a hairdresser’s career: between 1996 and 2011 he attended shows in Korea, Chile, Brazil, Mailand, Barcelona and Paris and held seminars all over the world. Within 20 years he visited over 50 countries — even so he is still far from complete satisfaction. Since Calligraphy Cut had its world premiere at the IC Mondial Performance in Paris in September 2011, he and his team are to be found regularly in the national and international media as well as at awards presentations. The history of Calligraphy Cut has just begun. Frank Brormann’s international experience paved the way for his cutting technique to be a real export hit.
By now Calligraphy Cut is available in six countries around the globe — with many more to come. At the same time Brormann creams off the profits: the innovation award Diamond Ideas in November 2011, the award Salon of the Year for his salon threesixtyhair in 2012 and finally the Salonstar for Best Innovation in 2014. Certainly, Frank Brormann has some good prospects.
tips
Tips
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tips
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Fr ank B ror mann About The C alligr aphy Cut Is the Calligraphy Cut more precise compared to other cutting techniques? The Calligraphy Cut is considerably more precise than any other razor cut and comparable to the accuracy of a haircut with scissors. The Calligraph’s blade protrudes only about 1cm, which requires the hairdresser to make very fine sections and to work extremely precise. Fur ther, hairdressers can only obtain this special tool by attending an intensive preparatory training. Each individual hair is cut at an angle of 21–23 degrees. As a result, the tip’s surface becomes enlarged (comparable to the tilted cutting of flower stalks to enhance durability) and the hair gets an impulse of motion towards the cut. The Calligraph’s patented technique ensures that the hair does not get damaged! The tool resembles a quill. It takes great skill and rigour to make the cut match the hair. The hairdresser needs to be fully aware of its growth and the direction in which it falls to find the
perfect fit — precision work that requires not only endurance and training but also an excellent eye for detail. Why should every woman give it a try? First of all it is a sensual experience. For the customer the Calligraphy Cut feels like a gentle massage, leaving the hair wonderfully soft and smooth. It is versatile and easy to style and the feeling of fuller and richer hair is simply persuasive. Frequently we hear from our customers that their hair feels fluffy as if the wind is blowing gently through it. Because the Calligraphy Cut is a sheer cutting technique and therefore purely mechanical, it does not require any chemical means to obtain voluminous results and the effect does not deflate with the next shampooing. The Calligraphy Cut creates the ultimate experience of fuller hair which is every woman’s desire. Each month 10.000 people use the salon finder on calligraphy-cut.com, all in quest of the experience of fuller hair.
tips
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Does the hair have to be cut more often than normal? The Calligraphy Cut lasts at least 2 weeks longer than a regular scissor cut. The tilted cutting of the tips leaves them more flexible and with each touch the tip moves just in the same direction. This effect is clearly visible in the video which can be found on the welcome page of www.calligraphy-cut.com. As a matter of fact, the tips do not become charged by touching the hair but rather it causes a movement - and movement eventually means volume. Also, hair that is cut with the Calligraph splits demonstrably later as if cut by ordinary means. What benefits the cut — what ought to be avoided? A Calligraphy Cut always implies movement and volume. It does not need much. Washing, blow-drying, done. Bring it into shape with your hands — it is versatile and very easy to
style. Soft, smooth and beautiful: calligraphed hair shows its magic over and over again! What to do with long hair? Basically the same applies to long hair: Because reshaping the hair is only possible with the last 20% of the remaining moisture, you may want to star t blow-drying your hair a little on medium level first. With a paddle brush you simply brush it in the one direction first, then in the other. Once the hair is almost completely dry take a brush with natural bristles and star t lifting it up at the roots to create volume. Allow your hair to cool down a little. Prevent the hair from being
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What is the difference to a conventional razor?
tangled in the brush by removing the brush at the same angle in which it was put in. For the finish shake it up a bit and bring it into shape by using your fingers. How to refresh volume? A Calligraphy Cut always implies movement and volume. It does not need much. Washing, blow-drying, done. Bring it into shape with your hands — even on the go it is versatile and very easy to style. Soft, smooth and beautiful: calligraphed hair shows its magic over and over again, just shake it up once more! No more brushes or annoying hairspray cans that take up space in your handbag!
With an ordinary razor, it is impossible even for a well-trained hairdresser to achieve similar results. It is and shall remain a simple razor haircut, so that a 20% surcharge is extremely difficult to implement. The situation is different with the Calligraphy Cut — here the entire performance is NEW and INNOVATIVE: The images, the name, the tool and the method. Further, only licensed partners are authorized to offer and apply this unique technique, which guarantees satisfying and reliable results. The Calligraph does not damage the hair but it leaves the customers with an overall marvellous feeling. Kind regards, Frank Brormann
tips
Tips And Tr icks for thin hair Thin hair needs more affection and care than regular or thick structured hair. Special products and cutting techniques such as the Calligraphy Cut provide for more richness and structure — easy and enduring. Render your hair a great favour and let us show you how.
expertentipps tips
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The hair wash
Ex ternal inf luences such as strong direct sunlight, regular exposure to salt or chlorine water as well as bleachings stress the hair enormously — for such difficult and damaging conditions lighter products are insufficient. To prevent dry tips, spliss or brittle and dull hair lengths we recommend a more intensive care like a deep nurturing volume hair mask. Applied only once a week for five to seven minutes it gives the hair new elasticity and fresh bounce from within. Due to the contained creatine it is also the perfect addition to the intensive care exclusively provided at your salon.
For your routine hair wash we recommend a strengthening shampoo that boosts volume and elasticity right at the hairline. Use products from a volume care range that give the hair extra shine, strength and vitality. The hair care For making thin hair more controllable and at the same time providing it with the moisture it needs we recommend a deep conditioning treatment that suppor ts overall structure. A valuable intensive care lasts several shampooings and should be applied only by the hair exper ts at your local salon. A less highly concentrated product is perfectly suitable for your daily needs at home - prefer a volumising treatment that contains structure strengthening creatine.
The hair colour Thin hair needs a lot of extra love and sensitivity. But how can fine hair be brought to shine in bold and intense colours without stressing it too much?
tips
Indeed, colourations or bleachings may leave the hair more controllable — but at the same time it also becomes more brittle and dull. To prevent damage we strongly recommend gentle and ammonia-free dyers and bleachings. Only products that maintain the hair’s natural moisture balance and contain additional nourishing ingredients such as valuable oils are suitable. Colours that are free from ammonia have a more gentle effect similar to non-permanent colourations. Because of the oil-based formula the hair gets nourished already during the dyeing process, giving it a brilliant and vivid colour intensity. A radiant red, a bright sandy beige-blond, a strong brown full of reflections or a soft and smooth deep black - with the right care you can have it all, colour quality, volume and shine!
The cutting technique — the Calligraphy Cut for the ultimate experience of thick hair Fine hair can look full and sensual while being smooth to the touch and easy to style, too! Is it about magic? Nearly. With the Calligraphy Cut Frank Brormann, leading expert in dealing with thin hair, has developed a new and visionary technique that is able to bring out the best in all kinds of hair by obtaining seemingly magical results. To this effect it combines skilled accuracy, a great passion for creativity and technical innovation. The Calligraph is a one of a kind cutting tool designed by Frank Brormann to meet the highest expectations — only selected and well-trained specialists master its use. The secret: With its slightly tilted blade the
tips
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Calligraph cuts the hair angular, comparable to the careful cutting of a flower stalk. The hair does not get damaged but the decidedly gentle wielding of the blade rather creates a visible motion in it that makes it appear fuller and richer. Working with the Calligraph is a highly skilled ar t and requires extreme precision - for perfect results an exactly defined cutting angle has to be observed at all times. The tool’s sophisticated ergonomics enable a particularly secure handling so that the stylist’s attention is entirely on the customer’s hair. Applied properly the Calligraph rewards its customers with fuller hair that can be brought into shape easily and flexibly at home, too — a great feeling you need to experience yourself!
the blow-drying and styling of your hair. Before blow-drying, dry the hair with a towel. For greater durability and volume we recommend a styling mousse combined with a hairline volume booster. When it comes to premium products less is often more - therefore only use a small amount of the mousse and half a pump of the booster. Talk to your stylist and ask for the perfect fit for your individual hair structure!
The blow-dry technique The Calligraphy Cut considerably facilitates
Because reshaping the hair is only possible with the last 20 % of the remaining moisture, you may want to start blow-drying your hair a little on medium level first. With a paddle brush you simply brush it in the one direction first, then in the other - back and forth. Once the hair is almost completely dry take a brush with natural bristles and start lifting it up at the roots to create volume - then allow your hair to cool down! Prevent the hair
tips
from being tangled in the brush by removing the brush at the same angle in which it was put in. For bringing shor ter hair into shape a giving it a shiny and brilliant finish a round brush is sufficient. Because even small quantities of residual moisture take away volume and resilience from your hair, it is important to make sure that it is now completely dry. Round off your styling by blow-drying with cool air for a short while — done! The finish A light hairspray and a styling paste for the tips are perfectly sufficient as too much hairspray weights down the hair and wets it again. After blow-drying shake it up a bit, define the tips with a small amount of wax and finish your style with a touch of hairspray.
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press
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3
5 6
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1 Freundin Donna, 8 / 2 0 1 2 ; 2 Chaos Hairconcept, 0 9 /2013; 3 Bild der Frau, 42/2012; 4 Bella, 32/2012; 5 Gala, 7/2012; 6 Freundin Donna, 2/2013; 7 F端r Sie, 18/2012
press
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›Der Wunder-Haarschnitt‹ in: IN, 06 . 03 . 2014 ›Neue Schnitt-Technik‹ in: OK ! , 19. 03 . 2014 ›Merk’ ich mir‹ in: In: Touc h , 06 . 02 . 2014 ›Volumenwunder‹ in: Frau im Spiegel, 06/ 2014 ›Mehr Volumen? Bitte sehr !‹ in: My way, 02 / 2014 ›Guter Abschnitt‹ in: L isa, 4/ 2014 ›Der richtige Schnitt‹ in: fr eundin: Donna, 2 / 2014 ›Meister im Schönschnitt‹ in: E r leben Sie unser e Heimat , 9.12 . 2913 , Friesischer Rundfunk ›Calligraphy Cut‹ in: O ver head , 11/ 2013 ›Die Kunst der Calligraphy‹ in: Br igit te, 23/ 2013 ›Volumenwunder feier t Steiermark-Premiere‹ in: Die Steir er in ›Mehr Fülle – mehr Struktur‹ in: To p Hair Aus t r ia, 10 / 2013 ›Schräg schneiden‹ in: fr eundin: Donna, 0 9/ 2013 ›Der ideale Schnitt und das passende Styling‹ in: fr eundin.de, online ›INSIDER – L’Oréal Professionnel Event‹ in: Pixi mit Milc h , 10 . 0 9. 2013 ›Volumen-Wunder‹ in: K r one - Bunt , 23 . 0 9. 2013 ›Die geben Volumen‹ in: fr eundinDONNA , 9/ 2013 ›Schöner Schnitt – Mehr Volumen‹ in: Bunte, 34/ 2013
press
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›1000sassas‹ in: Diner s Magazine (D), September 2013 ›Endlich Traum-Haare‹ in: Bild der Frau, 0 9. 0 8 . 2013 ›Münsterland@work‹ in: Lokalzeit Müns ter land, W DR ›Der Calligraphy Cut‹ in: Fr ühs t üc k s fer nsehen, SAT.1 ›Der Calligraphy Cut‹ in: Punk t 12, RTL ›Der Wunderschnitt‹ in: Br igit te, 06/ 2013 ›Der goldene Schnitt fürs Haar‹ in: Laura, 09/2013 ›Ein: Calligraphy Cut macht mehr aus feinem Haar‹ in: Bild der Frau – Sc hlank & Fit, 1/2013 ›Der ideale Schnitt‹ in: Fr eundin, 2/2013 ›Der neue Volumen-Schnitt‹ in: Lea, 49/2012 ›Endlich mehr Fülle‹ in: Bild der Frau, 42/2012 ›Der macht die Haare schön‹ in: Für Sie, 18/2012 ›Schwung und Volumen fürs Haar‹ in: Frau von Heute, 40/2012 ›Mähnen-Macher – der Calligraphy Cut‹ in: Gala, 7/2012 ›Dieser Schnitt ist super!‹ in: Bella, 32/2012 ›Die schärfste Erfindung in der Haarschneidebranche seit 80 Jahren‹ in: Bild -Zeit ung , 4.9.2012 ›Das Volumenwunder‹ in: Freundin Donna, 8/2012
TV
Telec ast RTL
Telec ast wdr
Telec ast sat1
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Keyfacts
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90 % OF WOMEN HAVE FINE HAIR HERE IS THE SOLUTION With the calligraph in a schooled hand clients’ wishes become reality. Conditions that the hairdresser, who understands the method of the Calligraphy Cut, brings to an end. To give fine hair a form, to give structure to hair dos, to thrill clients and thus to be successful as a hairdresser, is the goal of the legendary hair cutting method of Frank Brormann..
All details to be received at Campus GmbH or your L’ORÉAL Professionnel district manager
Keyfacts
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WHAT YOU C AN E XPEC T FROM C ALLIGRAPHY CUT The Calligraphy Cut combines careful craftsmanship, the passion for creativity and innovative techniques. Frank Brormann developed a special tool for this technique, the Calligraph, and patented this visionary concept. Only ecxlusively selected and intensively trained experts in the world master this uniqueapplication technique.
Keyfacts
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MORE SUCCESS FOR YOUR SALON - B USINESS* 23 % of female customers
11,80 € average additional charge per CC, women
+ 14,2 % turnover for care products
+ 13,8 % sales turnover
88 % of the interviewees win 1 new customer per day.
* Basic study Calligraphy salons 11/2013 with an average of 5,9 employees
Argumentaire-170x220-dom-final_Layout 1 07.01.14 15:24 Seite 6
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Keyfacts
FRISEURE UND IHRE KUNDEN SIND VO M C A L L I G R A P H Y C U T Ü B E R Z E U G T
100 %
SAY ›YES ‹ TO MORE SALES der Befragten geben an, dass ihre Kunden »zufrieden« bis »sehr
zufrieden« mit Calligraphy Cut sind.
22.467 €
sales turnover per year through existing clients
60 %
(minus usage of products und vat) der Befragten geben an, dass
8 von 10 Kunden
36.657 € erneut einen Calligraphy Cut haben möchten.
sales turnover per year through new customers (minus usage of products und vat)
Begeistern auch Sie Ihre Mitarbeiter und Ihre Kunden von Calligraphy Cut!
59.124 € sales turnover for your salon
* Basic study Calligraphy salons 11/2013 with an average of 5,9 employees
FRISEURE UND IHRE KUNDEN SIND VO M C A L L I G R A P H Y CCaU B Ey RCuZtEMUagGaTzi n e Keyfacts l lT i g rÜ a ph
100 % HAIR DRESSER S
der Befragten geben an, dass ihre Kunden »zufrieden« bis »sehr
AND THEIR CUSTOMER S zufrieden« mit Calligraphy Cut sind. ARE CONVINCED BY C ALLIGRAPHY CUT
60 %
8 von 100 %
der Befragten geben an, dass
themöchten. interviewees erneut einen Calligraphy Cut of haben
10 Kunden
state
their customers are ›satisfied‹ till ›very satisfied‹ with Calligraphy Cut.* Begeistern auch Sie Ihre Mitarbeiter und Ihre Kunden von Calligraphy Cut!
60 %
of the interviewees state that 8 of 10 customers want to have another Calligraphy Cut after the first one.* Also enthuse your employees and your customers with Calligraphy Cut!
* Basic study Calligraphy salons 11/2013 with an average of 5,9 employees
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Keyfacts
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VOICES TO C ALLIGRAPHY CUT “The colour amount has also increased. All in all an ideal development!” Stefan Honekamp, Honekamp die Friseure, Ahaus “Frank’s work with the media is ver y impor tant, the customer comes automatically into the salon after seeing an adver t in the paper. That‘s amazing for ever y Calligraphy par tner!” Michael Giess, Intercoiffure Thieme, Darmstadt “We are totally satisf ied and enlightened and I am glad to be using that tool for over a year. Thus I def initely make myself out. Best greetings!” Ulrike Grüttner, Intercoiffure Köck by Grüttner “Great presswork, good marketing, nice cooperation. Keep on ;-)” Michael Hermes, Hermes Friseure, Bad Oeynhausen “Great ›fall‹ of the hair!” Brigitta Gareis, Beauty&Hair fashion, Pforzheim
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The C alligr aphy Cut Lookbook
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The C alligr aphy Cut Lookbook
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The salonfinder More than 160.000 new customer contacts via the Salonfinder in 2013!
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The Imagefilm
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Tutor ial s
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Onlineshop
Place your orders online in our webshop — quick and easy: www.calligraphy-cut-shop.de Here you will find everything around the Calligraph and related merchandising products for your salon: posters, flyers, stickers, look books, business cards and much more. We are constantly expanding our offer to keep you up to date! The shop is exclusively accessible for Calligraphy partners and all products are trademarked. Drop in and subscribe now to take advantage of many great possibilities!
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Merchandise
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Merchandise
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Fair
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Intercoiffur e Mondial Per for mance Par is
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Fashion Week Vienna In September 2013 Calligraphy Cut was officially introduced in Austria. For the first time, visitors of the Fashion Week Vienna had the chance of experiencing Calligraphy and numerous modes live on stage.
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Intercoiffu r e Mondial Show China
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Haute Coiffu r e Fr anc aise
At the 2014 Haute Coiffure Francaise in Paris, Calligraphy Cut was presented to a broad audience for the first time. Hairdressers and experts from all over the world were delighted and enthusiastic to witness and to learn how the Calligraph is able to create that great look of fuller hair. perience how the Calligraph, provided it is in the right hands, is able to give distinctly more volume and fullness even to thin hair. According to Calligraphy trainer Anna Speckmann the overall positive feedback was unbelievable.
The Haute Coiffure Francaise in Paris is one of the world’s leading industry events for hairdressers. Frank Brormann and his team went to Paris to introduce Calligraphy Cut, so that industry insiders were able to ex-
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Following the weekend at the Louvre, Haut Coiffure members had the possibility of getting to know Calligraphy Cut in more detail in the course of a seminar. For this there
could have been no better place than the L’Oréal House on famous Rue Royale. Again the interest was tremendous and overall Calligraphy was extremely well received — even better than anticipated by the three attending trainers.
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Ne wsle t ter
sign up n ow !
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sign up n ow !
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The C alligr aphy Cut Microsite
Microsite The perfect complement to your homepage. It is that easy: To also ensure the quality of your online appearance, we provide a free microsite for our partners which can be integrated into your homepage by means of a simple embed code. Further, the microsite is compatible with all mobile web browsers and is of course updated on a regular basis.
The Calligraphy Cut world
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Advertising
F端r CALLIGRAPHY CUT-Stylisten-Seminar
MODELLE GESUCHT
Salon
Datum
Uhrzeit
The Calligraphy Cut world
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Amelie
The Calligraphy Cut world
B efor e and Af ter
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The Calligraphy Cut world
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The Calligraphy Cut world
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Mar k enbotschaf ter IN Helen L angenhaneb erg Story
Olympic rider Helen Langehanenberg was ‘calligraphed’ by Frank Brormann and is more than enthusiastic about the result — not only with regard to the cut itself but also in terms of the long-lasting hold and ease of care. For her, as a competitive athlete and fully qualified groom, these aspects are of upmost importance: always in the open, always on the go. Frank Brormann took the challenge and eventually his Calligraphy Cut has gained one more fan.
When she got her first pony as a girl Helen Langehanenberg’s life changed forever. What was at first meant to be only a hobby has finally become her job and number one purpose in life — and a very successful one, too! After her competition of a professional education as
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joint forces to become a winning team. From the very first moment, she has been amazed by his Calligraphy Cut: “It’s a great cut which costs me little more than five minutes in the morning and gets me 100% reliably through
a qualified groom, she started her triumph as a competitive rider: multiple German champion, European team champion, second-place in the individual and in 2012 she even brought home Olympic silver from London. Now, Helen Langehanenberg and Frank Brormann, both champions of their class, have
The Calligraphy Cut world
the day. Perfect for me!” In the course of this, Frank Brormann had to face high requirements: B e s id e s t h e d a il y training on hor seback Helen Langehanenberg and her husband Sebastian also train the future generation of dressage riding. Naturally, there is not much time left for the styling — fortunately, the Calligraphy Cut combines ease of care, hold and a voluminous look so that it can live up to all of Helen’s requirements!
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Appendix
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FAQ Licence How do I become a licenced Calligraphy Cut salon?
the seminar fee. All prices are subject to VAT. Request information material online!
Calligraphy Cut is a service concept only accessible to licenced partners. This way it remains exclusive and we have the ability to ensure its quality consistently. Your way to becoming a Calligrahy Cut partner salon: The two essential conditions for becoming a partner are first the conclusion of a licence agreement and second the participation in a two-day basic seminar. For individual participants the seminar fee is € 890 plus material expenses (mannequin and Calligraph). The € 300 licence fee (basic licence) for the first year is included in the seminar fee. For a team training (starting from 4 participants) in your salon or in our academy the fee is € 590 per participant plus material expenses (mannequin and Calligraph). The € 600 licence fee (premium licence) for the first year is included in
Which successes can be expected from the introduction of Calligraphy Cut in my salon? Calligraphy Cut uniquely combines artisanal accuracy, a passion for creativity and technical innovation. Don’t miss this one of a kind opportunity of enhancing your service and increasing your sales by offering your customers something special and unique! Calligraphy Cut provides for the acquisition and retention of new customers! Look at some of the experiences our partners have already made: A survey among our licencees resulted in the following key figures: • the surcharge for a ladies’ Calligraphy Cut averages € 11,80
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• 80% of the interviewees acquire 1 new customer per day
is a protected trademark and only par tner salons are allowed to make use of the name and the tool and to book seminars.
• An increase in sales of € 59.124 at an unchanged cost structure (e.g. € 40 additional turnover per day = 3 Calligraphy Cuts plus care sales x 5 days = € 200 x 4,3 weeks = € 860 x 10,5 months (minus holidays) = € 9030 additional sales per employee per year, and with only 3 of at least 6 haircuts that every employee makes a day) • 14,2% increase in care sales • 8 out of 10 customers stick with the Calligraphy Cut • 100% of the interviewees state that their customers are “contented” to “deeply contented” with the Calligraphy Cut
Why do I have to conclude a Calligraphy Cut licence agreement? Calligraphy Cut is a service concept only accessible to licenced partners. This way it remains exclusive and we have the ability to ensure its quality consistently. The concept
How much will it cost me? The licence fee for a one-year premium licence is € 600 per year or alternatively € 60 per month (application of the brand name “Calligraphy Cut”, entry in the Salon Finder, microsite, marketing support as well as our annual collection of looks). There is also the possibility of ordering the basic licence (application of the brand name and entry in the Salon Finder) for € 300 per year or € 30 per month. There are appropriate discounts for additional salons. The licence may be terminated annually taking into account the contractual defined notice period. The two essential conditions for becoming a partner are first the conclusion of a licence agreement and second the participation in a two-day basic seminar. For individual participants the seminar fee is € 890 plus material expenses (mannequin and Calligraph). The € 300 licence fee (basic licence) for the first year is included in the seminar fee. For a team
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training (starting from 4 participants) in your salon or in our academy the fee is € 590 per par ticipant plus material expenses (mannequin and Calligraph). The € 600 licence fee (premium licence) for the first year is included in the seminar fee. All prices are subject to VAT.
What is included in the basic licence for € 300/year (or € 30/month)? • You obtain permission to make use of the protected brand name “Calligraphy Cut” • You are allowed to advertise with the brand name “Calligraphy Cut”, also on internet
Request information material online!
What do I receive as a Calligraphy Cut licencee? As partner you have permission to make use of the brand name “Calligraphy Cut” as well as the related marketing concept. Your salon is registered in the Salon Finder on our homepage, which already reports more than 1500 visitors per day at this juncture - and counting! This way potential customers easily find their way to your salon. We present the innovation Calligraphy Cut effectively to the public (publications in all major women’s magazines - 15 million customer contacts only in the last year) and additionally introduce your salon via our social media channels.
• You receive our CD manual, where you’ll find all details regarding application and usage of logos - please sign the first page of the CD manual and send it back to us, afterwards you’ll receive the logo files. • Your salon will be added to our Salon Finder on www.calligraphy-cut.com • You receive the Calligraphy Lookbook. • You can purchase further Calligraphy products from our online shop any time
What is included in the premium licence for € 600/year (or € 60/month)? • You obtain permission to make use of the protected brand name “Calligraphy Cut”.
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• You are allowed to advertise with the brand name “Calligraphy Cut”, also on internet.
have exclusive access to the latest press material, relevant links, videos and images.
• You receive our CD manual, where you’ll find all details regarding application and usage of logos - please sign the first page of the CD manual and send it back to us, afterwards you’ll receive the logo files.
• You can purchase further Calligraphy products from our online shop any time. By means of our mailing system you constantly get current marketing assistance as well as helpful tips four your salon.
• Your salon will be added to our Salon Finder on www.calligraphy-cut.de Are there any discounts? • You obtain permission to make use of the Calligraphy videos. • You receive the embedding code for the Calligraphy microsite, which you can easily add to your own homepage. • You receive the Calligraphy Lookbook.
When you are partner of L´Oréal Professionnel you get discounts on seminar and licence fees. Please turn to L´Oréal Professionnel for further information! In case you want to order seminars for several salons you also get a discount - please speak to us!
• Each year you receive the latest images of our current Calligraphy Cut collection. Is there a territorial protection? • You receive current press material as well as ad examples. • You receive your personal log-in for the Calligraphy Cut member area, where you
Admittedly, there is no exclusive territorial protection. However, we are very anxious to limit the number of lincencees within a radius of an existing par tner. A protection will be
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decided in each individual case after careful consideration of the given conditions.
How does the quality management take place?
To master the Calligraphy technique the hairdresser’s training should be completed successfully and the safe handling of the scissors must be ensured. However, skilled assistants with the necessary amount of experience can of course be trained, too.
To become a “Calligraphy Cut trainer”, all our trainers have to complete a special multi-day seminar which ends with a final exam.
Can I have my team trained in my salon?
The essential knowledge and skills are taught by our certified trainers in the basic training seminar. In addition we offer seminars for the repetition and consolidation of the Calligraphy Cut technique as well as trend seminars (ladies and gents) for individual participants and salons.
Do I have to train all my employees? No. The number of employees that are trained to offer the Calligraphy Cut in your salon is up to you.
Is the Calligraphy Cut also appropriate for my apprentices and assistants?
We are happy to come to your salon for a training (from at least 4 participants), please speak to us!
Is it possible to arrange a training for two external salons together? You are welcome to book a training with an external salon - or simply attend one of the seminars at our academy, just speak to us!
Who is allowed to learn the Calligraphy Cut? To master the Calligraphy technique the hairdresser’s training should be completed suc-
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cessfully and the safe handling of the scissors must be ensured.
More information around our seminars can be found here: http://www.calligraphy-cut. com/de/schulungstermine
Is it possible to combine the scissors and the Calligraph in a haircut? With the Calligraph you can either treat individual strands or create a complete new haircut. As for creativity and combination of tools there are no limits - however, we strongly recommend to use the Calligraph within a clearly defined field of application, so that for the customer the added value and the associated surcharge remain explicable and transparent. More information can be obtained during our seminars.
When is it advisable to take part in a trend seminar? Trend seminars serve not only to consolidate and refresh the Calligraphy Cut technique but also to learn the latest Calligraphy trends. They can be booked by participants who have already attended a basic seminar and master the safe handling of the Calligraph in the everyday in-salon routine.
Are there also seminars for men? In addition to the regular trend seminars we also offer seminars for Calligraphy men’s haircuts. More information around our seminars can be found here: http://www.calligraphy-cut. com/de/schulungstermine
Return on Investment
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Projec tion Master-Licence Development of licencing in Germany between 2012 and May 2014, projected onto the full year Development in Germany Revenue under licence agreements
2012
2013
Mai 14 Hochr. 14
Prozent
Licencees 98 246 326 438 100% Difference compared to the prior year
148
80
192
Basis to 5/2014 16 88 20% Premium to 5/2014 64 350 80% The following projection for the revenues of a master - licencee are based on the experiences from Germany and Austria. For a small country or region a proportional auquantity of licencees of 20% of Germany is assumed. For larger countries comparable to Germany, the underlying proportion of licencees is the one prevalent in Germany.
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Return on Investment
Projection master-licence, small country Proportion of licencees in relation to Germany 20 % Development licencees
1st year 2nd year 3rd year
Amount licencees 20 50 90 Increment compared to the prior year
20
30
40
1st year 2nd year 3rd year Revenue u.l.a. Royalty Distrib. Amount Turnover Amount Turnover Amount Turnover Basis
300
20 %
4
600
10
2.100
18
4.200
Premium
600
80 %
16
4.800
40
16.800
72
33.600
20
5.400
50 18.900
Total
100%
90 37.800
Because not all licencees are acquired at the beginning of the year but rather distributed over the year, the calculation is based on only 50% of the newly acquired licencees. Revenue from seminars Participants per licence
2,5
Seminar fee
490
Turnover from Calligraphs
79
Margin / Calligraph 24 €
24 €
Turnover from mannequins
45
Margin / mannequin 13 €
13 €
Revenue from seminars
1st year 2nd year 3rd year
Amount of participants
50
75
100
Turnover from licence fees
24.500
36.750
49.000
Turnover from Calligraphs
3.950
5.925
7.900
Turnover from mannequins 2.250 3.375 4.500 Total 30.700 46.050 61.400 This calculation applies only to initial trainings — additional trainings or new seminars are not included.
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Return on Investment
Total revenue for the master-licencee Total revenue
1st year 2nd year 3rd year
Revenue under licence agreements
5.400
18.900
37.800
Revenue from seminars
30.700
46.050
61.400
Total 36.100 64.950 99.200 Perceed per licencee
Basis Premium 20/80distrib.
Licence fee
300
600
540
Income from seminars
1225
1225
1225
Calligraphs/Mannequins
92,5
92,5
92,5
Total
1.618
1.918
1.858
Calculation of profit master-licencee Costs Master-Licence
(payable over 2 years, 10.000 or 5.000 EUR)
Fee per licencee
15.000,00
(10% of licence fee) 10%
Fee per seminar participant
100,00
Costs per Calligraph 55,00 Costs per mannequin 32,00 Trainer fees per day
(per 6 par ticipants)
250,00
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Return on Investment
Profit Assessment
1st year 2nd year 3rd year
Revenue from licences
5.400
18.900
37.800
Revenue from seminars
30.700
46.050
61.400
Total revenue
36.100
64.950
99.200
Master Licence Fee
10.000
5.000
0
Fee per licencee
540
1.890
3.780
Fee per training participant
5.000
7.500
10.000
Purchase of Calligraphs
2.750
4.125
5.500
Purchase of mannequins
1.600
2.400
3.200
Trainer fees ( 2-day seminar, 6 par ticipants)
4.167
6.250
8.333
Variable Costs
14.057
22.165
30.813
(master-licencee’s adver tising)
5.000
3.000
3.000
5.000
6.000
7.000
Office staff
5.760
15.000
15.000
Overhead costs
15.760
24.000
25.000
Total costs
39.817
51.165
55.813
Outcome
- 3.717
13.785
43.387
Adver tising expenses Office expenses
(e.g. phone, p ostage, consulting, insurance)
Break-Even Calculation Cost coverage at quantity of licencees
1st year 2nd year 3rd year
ROI of master-licence fee per licencee Coverage of overhead c osts/master-licence per l icencee Variable costs per licencee Total cost coverage per licencee
5
14 605 21
37
44
Cost coverage is achieved with a total of 21 licencees in the first year. Within the second year it needs at least 37 licencees, and for the third year a minimum of 44 licencees is required to cover all costs incurred — with these quantities of licencees break-even is achieved.
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Return on Investment
Projection master-licence, large country Proportion of licencees in relation to Germany 100 % Development licencees
1st year 2nd year 3rd year
Amount licencees
90
240
430
Increment compared to the prior year
90
150
190
1st year 2nd year 3rd year Revenue u.l.a. Royalty Distrib. Amount Turnover Amount Turnover Amount Turnover Basis
300
20%
18
2.700
48
9.900
Premium
600
80%
72
21.600
192
79.200
Total
100%
90
24.300
240
89.100
86
20.100
344 160.800
430 180.900
Because not all licencees are acquired at the beginning of the year but rather distributed over the year, the calculation is based on only 50% of the newly acquired licencees. Revenue from seminars Participants per licence
2,5
Seminar fee 490 Turnover from Calligraphs
79
Turnover from mannequins Revenue from seminars
45
Margin / Calligraph 24 €
24 €
Margin / mannequin 13 €
13 €
1st year 2nd year 3rd year
Amount of participants
225
375
475
Turnover from licence fees
110.250
183.750
232.750
Turnover from Calligraphs
17.775
29.625
37.525
Turnover from mannequins
10.125
16.875
21.375
138.150 230.250
291.650
Total
This calculation applies only to initial trainings — additional trainings or new seminars are not included.
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Return on Investment
Total revenue for the master-licencee Total revenue
1st year 2nd year 3rd year
Revenue under licence agreements
24.300
89.100
180.900
Revenue from seminars
138.150 230.250
291.650
Total 162.450 Perceed per licencee
319.350 472.550
Basis Premium 20/80distrib.
Licence fee
300
600
540
Income from seminars
1225
1225
1225
Calligraphs/Mannequins
92,5
92,5
92,5
1.618
1.918
1.858
Total
Calculation of profit master-licencee Costs Master-Licence
(payable over 2 years, 10.000 or 5.000 EUR) 45.000
Fee per licencee
(10% of licence fee)
10%
Fee per seminar participant
100
Costs per Calligraph 55 Costs per mannequin 32 Trainer fees per day
(per 6 par ticipants)
250
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Return on Investment
Profit Assessment
1st year 2nd year 3rd year
Revenue from licences
24.300
89.100
180.900
Revenue from seminars
138.150 230.250
291.650
Total revenue
162.450
Master Licence Fee
30.000
15.000
0
Fee per licencee
2.430
8.910
18.090
Fee per training participant
22.500
37.500
47.500
Purchase of Calligraphs
12.375
20.625
26.125
Purchase of mannequins
7.200
12.000
15.200
18.750
31.250
39.583
Variable Costs
63.255
110.285
146.498
Advertising expenses
10.000
6.000
6.000
10.000
12.000
14.000
15.000 Office staff
15.000
15.000
Overhead costs
33.000
35.000
Total costs 128.255 158.285
181.498
Outcome
291.052
Trainer fees ( 2-day seminar, 6 par ticipants)
Office expenses
(master-licencee’s adver tising)
(e.g. phone, p ostage, consulting, insurance)
35.000
34.195
319.350 472.550
161.065
Break-Even Calculation Cost coverage at quantity of licencees ROI of master-licence fee per licencee
1st year 2nd year 3rd year
16
Coverage of overhead c osts/master-licence per l icencee
35
Variable costs per licencee
Total cost coverage per licencee
605 52
71
72
Cost coverage is achieved with a total of 52 licencees in the first year. Within the second year at least 71 licencees, and for the third year a minimum of 72 licencees is required to cover all costs incurred — with these quantities of licencees break-even is achieved.
Contract
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Partner Ac ademy Contr ac t for Sal es partn er s of B u si n ess Concep t › C ALLIGRA PHY CUT‹
Campus GmbH Herrenstraße 1 59302 Oelde Germany – hereinafter to be referred to as Conception Grantor – conclude a contract with
- hereinafter to be referred to as Partner Academy for the following contract territory:
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Pre a m b le Licensor is the owner and entitled to use the following industrial property rights: • • • • •
CTM (Community Trade Mark) application No. 009669169 (›Calligraph‹) CTM (Community Trade Mark) application No. 011954534 (›Calligraphy Cut‹) German Patent application No. DE 10 2010 006 030.5 International Patent application PCT/EP2011/000367 CTM application No. 1079454 (Calligraph) China
The Patent concerns a device to cut hair named “Calligraphy Cut – FOR THE EXPERIENCE OF FULLER HAIR”. Licensor will grant licenses in People’s Republic of China for the use of the patent in question linked with a training programme. The Calligraphy Cut combines careful craftsmanship, the passion for creativity and innovative techniques. Frank Brormann developped a special tool for this technique, the Calligraph, and patented this visionary concept. Only exlusively selected and intensively trained experts in the world master this unique application technique. Conception Grantor has knowledge of production secrets and technical know-how in respect to the production and practical application of the user. The patents are already in use and Calligraphy Cut is in industrial production and Conception Grantor has gained experience in practical application. Conception Grantor distributes this business concept “Calligraphy Cut” to Partner Academy based on a business partner contract. This business partner contract obliges Partner Academy that themselves and/or their persons employed in performing and obligation and/or vicarious
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agents solely use this cutting tool “Calligraph” with a prior training of at least two days in the salon in question. This training shall be performed by Partner Academy inside the contract territory on their own responsibility. With this in mind, the partners are agreeable to the following basics of co-operation. All prices indicated in this contract are net plus legal value added tax in case this is to be charged. This contract refers in its terminology to “Business Partner Contract” and “Operating Units License Contract” in the respective current versions (exemplaries annexed to his contract).
§ 1 Training 1. Training of Partner Academy for the contractual use of “Calligraphy Black” and “Calligraphy Silver” (“Right of use”) will be carried out by Partner Academy inside the contract territory solely. Partner Academy offers trainings exclusively to licensees having signed an Operating Units License Contract and their employees. Training fees per participant are to be charged according to the current valid price list (see annexed exemplary price list). Calligraphs and doll heads are to be charged separately to the participants. 2. Basically, only trainers of Partner Academy are entitled to carry out trainings who have been trained by Frank Brormann himself or a licensed trainer beforehand in a one-week-training.
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These trainers have to prove the acquired necessary know-how and practical skills beforehand by the successful completion of a final examination carried out by master hairdresser Frank Brormann or a licensed trainer. The Partner Academy is bound by this contract to perform at least 10 Train-the-Trainer- Courses within the first 3 years. And a minimum of 3 sources within the first 12 month after signing this contract. 3. The costs for a Train-The-Trainer-Course are 15,000.00 € per training, number of participants up to 6 persons, duration 5 days, including technical education as well as marketing education. The Train-The-Trainer Courses are principally carried out in the premises of Conception Grantor. If agreed upon, the course can be carried out in the premises of Partner Academy at their costs. These costs also include travel expenses of Frank Brormann or a licensed trainer instructed by Conception Grantor. The amount of the costs is calculated according to § 3 of this Contract. 4. Partner Academy exclusively buys the cutting tool “Calligraph” from Conception Grantor. They are obliged to sell “Calligraph” only to licensees having signed an “Operating Units License Contract”. They are not entitled to buy or accept as payment or acquire otherwise secondhand Calligraphs or to distribute second-hand Calligraphs. 5. For each trained participant, Partner Academy pays a one-off examination fee of 100,00 € to Conception Grantor, billing upon purchase of each “Calligraph”.
§ 2 Di stri b ution 1. Partner Academy sells the business concept “Calligraphy Cut” inside the contract territory on the basis of the current valid “Business Partner Contract” to licensees. Partner Acad-
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emy licenses the licensee’s salons according to “Operating Units License Contract”, always on behalf of Conception Grantor. All written and oral stipulations of Conception Grantor are to be observed. Any licensing shall be subject to Conception Grantor’s consent, the consent is provided tacitly in the absence of any indication to the contrary. 2. Partner Academy is entitled to close “Business Partner Contracts” and “Operating Units License Contracts” on behalf of Conception Grantor inside the contract territory. Conception Grantor will provide the corresponding certificate of power of attorney. Partner Academy manages the entire book of contracts of “Business Partner Contract” and “Operating Units License Contract” for Conception Grantor during the term of this Contract and carries out all necessary correspondence with licensees acting as contact person on the authority of Conception Grantor. This also includes any type of support and the provision of marketing tools to settle the obligation of Conception Grantor towards Licensees of “Business Partner Contract”. If the correspondence of Partner Academy with licensees transcends the framework of this Contract or requires need of information for Conception Grantor, Partner Academy will inform Conception Grantor accordingly in the short term. 3. Partner Academy exclusively distributes any print materials, accessories and merchandising items inside the contract territory referring to business concept “Calligraphy Cut”. Partner Academy exclusively acquires the provided materials described above from Conception Grantor and only sells them in their own name and on their own account to licensees. Individualisation can only be implemented in coordination with Conception Grantor. The corresponding sales prices (net) shall not exceed the sales prices (net) of Conception Grantor offered to licensees in Germany.
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4. Partner Academy keeps a country-specific website inside the contract territory under the customary Top Level Domain. Under Second-Level-Domain, the term “Calligraphy-Cut” has to be used. If this Second-Level-Domain is not available, Partner Academy will use – in coordination with Conception Grantor – a name as similar as possible. Partner Academy has to keep and maintain the “Salonfinder” on the website of Conception Grantor and to post the current information on the licensees of the corresponding contract territory. Any costs arising therefrom will be paid by Partner Academy. 5. Partner Academy receives an annual provision of 90 % from Conception Grantor for each fixed and collected Operating Units License fee of each managed Operating Units License. Partner Academy is entitled and obliged to collect the Operating Units License from licensees and to retain the annual provision from it. Once a year, Partner Academy issues an invoice (annual accounts) until 10th working day of the following year to Conception Grantor and remits the resulting surpluses (bonus credit) within this period (receipt of payment) net on the Conception Grantor’s account. 6. Conception Grantor is entitled to charge an auditor or lawyer of his choice obliged to observe confidentiality with the verification of accuracy and exhaustiveness of the annual accounts. Partner Academy will furnish all necessary documents respectively allow appropriate inspection. It depends on the auditor’s judgement which documents he needs. Conception Grantor pays the costs for such a verification of accounts unless this verification shows a difference of more than 1 % (marginal limit) to the disadvantage of Conception Grantor. In this case, Partner Academy bears the costs of the audit.
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§ 3 Cost s , Tr ave l an d S u b s i ste nc e E x pe n s e s Costs, travel and subsistence expenses on the Conception Grantor’s side arising from the fulfilment of this Contract will be reimbursed by Partner Academy to the following extent upon prior agreement with Partner Academy: • Flights Business Class • Second class train ticket • Taxi rides at prices customary in a place • Use of car; 0.30 € per km Accommodation (hotel) costs (4 star category incl. breakfast), evidenced by accounting documents,shall be reimbursed by Partner Academy. It is within the discretion of Conception Grantor to book an accommodation one day before an appointment up to one day after an appointment (up to 1 overnight stay before and after). Any claims for reimbursement of expenses in relation to business trips shall be excluded.
§ 4 Qualit y Control / Contr ac tual Pe n alt y Partner Academy is obliged to carry out the trainings according to the quality instructions of Conception Grantor and licensed trainers and the regulations of this Contract. Conception Grantor is entitled to supervise the agreed quality and to prohibit the continuation of trainings for the individual trainer or even – in an extreme case – for the whole Partner Academy if he states significant short-comings in the quality performance. Conception Grantor may fully exercise his right to inspect Partner Academy’s application by personal control.
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If Partner Academy does not comply with the request of correction within a four weeks’ period, Conception Grantor is entitled to cancel this Contract without notice on serious grounds. Partner Academy shall demnify Conception Grantor of all claims of third parties in respect to the use of claims of Partner Academy relating to business concept and its components. Partner Academy is obliged towards Concept Grantor to pay a contractual penalty – excluding the continuation of the offence – of 5,000.00 € for any breach of obligation of this contract as well as for any breach of protective rights of Concept Grantor or Frank Brormann in the contract territory or in causal connection with the contract territory.
§ 5 Te r m but not before signature of This Contract comes into effect on both parties and after a signed copy is being delivered to both parties. The Contract is concluded for a fixed term until the end of the following calendar year and is prolonged for a further year unless either of the contract partners gives the required three months’ notice of termination by the end of the regular term of the Contract. Such notice of termination must be in writing by registered letter or by email with electronic signature. Termination according to § 627 BGB is excluded. Both partners retain the right to cancel this Contract on serious grounds. Upon termination of this Contract, all rights of use held by Partner Academy (rights of use, education, distribution) shall expire. All powers of attorney shall be deemed revoked upon termination of this Contract. Partner Academy shall especially no longer be authorized to
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use and hand out trade names, existing marketing concepts and other documents and media provided by Conception Grantor. On demand of Partner Academy, Conception Grantor shall rebuy “new” print materials, accessories and merchandising items bought from Conception Grantor, at the sales price at that time less a reduction of 10 % unless it has been personalized. Given power of attorney documents are to be returned to Conception Grantor by the termination of the Contract at the latest in the original as well as the “Business Partner Contracts” and “Operating Units License Contracts” managed by Partner Academy. Any sales representatives’ claims and service commissions are deemed completely paid off with the provision paid during the term of the Contract (§ 2 No. 5).
§ 6 Tr an s f e r ab i lit y The transfer of the license to third parties or its contribution to a company may only be allowed with the written consent of Licensor.
§ 7 Cou rt of J u ri s dic tion The United Nations Convention on Contracts for the International Sale of Goods (CISG) is not applicable.
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The only applicable law for this contract is German law. Place of jurisdiction is strictly the Federal Republic of Germany. Venue jurisdiction amongst fully-qualified traders (as determined in § 1 ff. HGB) is determined by the company headquarters of the Concept Grantor, in all other cases by law.
§ 8 S e ve r ab i lit y C l au s e If a provision of this Contract is or becomes illegal, invalid or unenforceable in any jurisdiction („void“), that shall not affect: 1. the validity or enforceability in that jurisdiction of any other provision of this Contract; or 2. the validity or enforceability in other jurisdictions of that or any other provision of this Contract. That void clause or provision shall be replaced by a provision or clause, that fits the original commercial intent of the contract and the void clause or provision and is in accordance with the law; in the alternative it is replaced by a clause or provision according to the requirements of law.
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ยง 9 F i n al C l au s e s Additional verbal agreements have not been made.
Date
Date
Signature Partner Agency
Signature Conception Grantor
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License Agreement Concept C alligr aphy Cut Between Campus GmbH Herrenstraße 1 59302 Oelde Germany represented by CEO Frank Brormann – Licensor – and
– Licensee –
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Preamble Licensor is the owner and entitled to use the following industrial property rights: • CTM (Community Trade Mark) application No. 9669169 • German Patent application No. DE 10 2010 006 030.5 • International Patent application PCT/EP2011/000367 The Patent concerns a device to cut hair “Calligraphy Cut – FOR THE EXPERIENCE OF FULLER HAIR”. Licensor will grant licenses in Germany for the use of the patent in question linked with a training programme. Licensor has knowledge of production secrets and technical know-how in respect to the production and practical application of the user. The patents are already in use and Calligraphy Cut is in industrial production and Licensor has gained experience in practical application. With this in mind, the partners are agreeable to the following:
§ 1 Contractual Obligations of Licensor Licensor allows Licensee the utilization of the business concept “Calligraphy Cut FOR THE EXPERIENCE OF FULLER HAIR”. This covers: a) t he use of the trade name as mentioned “Calligraphy Cut FOR THE EXPERIENCE OF FULLER HAIR”
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b) t he use of the marketing concept “Calligraphy Cut” in the version as amended, always in consultation with Licensor c) t he use of additional documents and media developed by Licensor, always in consultation with the Licensor d) the communication of skills for the uniform and proper application of Calligraph by Licensor
§ 2 Contr ac tual Ob ligation s of Lic e n s e e Licensee uses the business concept according to the following instructions: a) Licensee knows that this Agreement is based on three different versions of Calligraph (see § 6 of this Agreement). A standard version of Calligraph with a black anodized two-piece handle made of aluminium A silver version of Calligraph with a stainless and polished one-piece handle (to be aquired through Licensor) A gold version of Calligraph with a 24-carat gold-plated one-piece handle for top stylists (to be aquired through Licensor after successfully having passed the trainer qualification authorized by Licensor) b) Licensee undertakes to ensure that all users of Calligraph involved have gained the necessary know-how and practical skills beforehand. Therefore, Licensee undertakes to undergo a train-
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ing for costs of at least two days run by Licensor himself or a licensed trainer. c) For advertising or other forms of self-promotion, the trade name is always to be used in its complete and unmodified form. Additions are subject to the consent of Licensor. d) Licensor‘s concept is the basis for any use of marketing measures. The training participants receive and learn the concept in detail. e) If Licensor provides additional documents and media to Licensee, Licensee undertakes to use them according to the concept instructions. f) As a rule, Licensee acquires the provided print materials on his own costs through Licensor. If marketing tools / beauties of Licensor are used in Licensee‘s print materials, the instructions of CD Manual have to be observed.
§ 3 Co pyrig ht The trade name as well as the marketing concept and the other documents and media provided by Licensor are protected by copyright law in favour of Licensor. Licensee has the right to: a) use the trade name for advertising and other forms of self-promotion in all forms of currently known representations, b) hand out the documents of the concept to his employees and to use excerpts from it for means of advertising in an appropriate scale,
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c) use the additional documents and media provided by Licensor in the same way. Licensee may reproduce the marketing concept, documents and media for the purposes referred to above in the required number. Licensee has to inform his employees of the copyright in an appropriate way, the employees have contractually to agree to respect copyright. Licensee is not allowed to alter the trade name, the marketing concept and any other documents and media provided by Licensor.
§ 4 I nte rn e t an d E xc h ang e of I n for m ation If Licensee runs a website, he is obliged to include a web link on it to Licensor’s website. In return, Licensor will hint to Licensee’s one pn his website with reference to Licensee’s entitlement to use Calligraph. Licensor provides a log-in on his website in the member’s area to Licensee. In this area, detailled information and regularly updated marketing tools are available. Precondition for this is: a) successful completion of the two-day training b) payment of the invoice for the two-day training costs c) liability to pay the licence fees
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ยง 5 Re m u n e r ation Licensee pays an annual remuneration to Licensor. Payment is due at the beginning of each contractual year. Licensee pays an annual remuneration of 600,00 EUR plus VAT per year, due upon the signing of the Agreement. The licence fee can also be paid in monthly instalments of 60,00 EUR plus VAT. Licensee agrees to payment by standing order/direct debit from his account (see enclosure 3, written consent as integral part of this Agreement). The Licence fee applies for the use of Calligraph and the marketing concept by only one salon, the licence fee for a second salon is 50 % of the licence fee, for each additional salon 40 % of the licence fee. Licensee pays training fees once (see attached price list, enclosure 1) for a two-day introductory training as contractually agreed upon. Licensor offers different alternatives (package 1 to 3) for a team training, salon training or individual training. The training price includes a doll heads and Calligraph, silver version. The training is the precondition for the acquisition of the subject of licence (see ยง 1). The use of Calligraph is not allowed before Licensor having received payment of the training fees. If Calligraph is used before the obligatory training and before payment of the training fees, Licensee is liable to damages. A fixed compensation of 5.000,00 EUR applies to any infringement of an obligation resulting from this Agreement. Licensor may provide evidence of any damages beyond this.
ยง 6 Qualit y Control Calligraph can be acquired. Calligraph in SILVER and GOLD can only be acquired through Licensor. For SILVER, the pre-
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condition is a certification by Licensor or a Licensor‘s partner trainer (two-day training), for GOLD an additional trainer qualification run by Licensor. Licensee is obliged to use the subject of licence according to the quality instructions of Licensor. Licensor is entitled to supervise the agreed quality and to prohibit the use of the subject of licence if he states a significant incorrect application. Licensor may fully exercise his right to inspect Licensee‘s application by personal control. If Licensee does not comply with the request of correction within a four weeks’ period, Licensor is entitled to cancel this Agreement without notice. Licensee shall indemnify Licensor of all claims of third parties in respect to product liability. The same applies to advertising claims of Licensor on the licensed product.
§ 7 Te r m for two years. The AgreeThis Agreement comes into effect on ment is prolonged automatically for a further year as long as neither partner gives the required three months notice of termination by the end of the regular term of the Agreement. Such notice of termination must be in writing by registered letter or with electronic signature. Termination according to § 627 BGB is excluded. Both partners retain the right to cancel this Agreement on serious grounds. Upon termination of this License Agreement, all rights of use held by Licensee shall expire. Licensee shall no longer be authorized to use and hand out trade names, existing marketing concepts and other documents and media provided by Licensor.
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§ 8 Tr an s f e r ab i lit y The transfer of the license to third parties or its contribution to a company may only be allowed with the written consent of Licensor.
§ 9 Cou rt of J u ri s dic tion Any disputes arising from this Agreement between registered traders have to be dealt with unter the German Law and shall be subject to the exclusive jurisdiction of the ordinary court responsible for the Licensor’s company head office. For any other partners, statutory regulations apply according to § 13 ZPO.
§ 10 F i n al C l au s e s Additional verbal agreements have not been made. If one or more clauses of this Agreement are/will be unworkable, the rest will remain in force.
Ort, Datum
Ort, Datum
Partnersalon / Partnerschule Calligraphy Trainer
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The following enclosures are integral part of this Agreement: Enclosure 1: Price list training fees Enclosure 2: Price list costs Calligraph Enclosure 3: Direct debiting authorization
Enclosure 1 Price list training fees Package 1 a Training of a team in Oelde (with Calligraphy trainer) Price (plus VAT): € 2.200,00 Duration: 2 days number of participants: up to 4 persons The training fee includes: 4 x doll head: € 200,00 4 x Calligraph (Silver): € 520,00 Training fees: € 1.480,00 Travel expenses and accommodation costs are borne by the participants. Für each additional participant, 250 € will be added to this price.
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Registration and Seminar Confirmation Registration will be confirmed in writing. Prices All prices subject to VAT at the prevailing rate. Hotel Reservation The participants are responsible for making their own travel arrangements and hotel reservations. The costs are not included in the training fee. Cancellation Fees If a training course is cancelled by the participant, we reserve the right to charge the following cancellation/handling fee: • up to 4 weeks prior to the beginning of the course without cancellation charge • up to 2 weeks prior to the beginning of the course: 50 % of the training course fee • up to 1 week prior to the beginning of the course: 75 % of the training course fee • cancellation within 6 working days prior to the beginning of the course: Invoicing of the full training course fee Cancellation fees will not be charged if you can give us binding names of other participants in writing. Invoice Payable 1 week prior to the beginning of the course at the latest as invoiced by Licensor. Important We reserve the right to postpone or cancel training courses, if necessary.
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Enclosure 2 Price List for Licensees
Version Black Version Silver Version Gold
79,00 € 130,00 € 200,00 €
All prices are net plus 19 % VAT, postage and packing.
Enclosure 3 Direct Debit Authorization
I agree that the licence fee für Calligraphy Cut Concept is debited from the b. m. bank account. This procedure is free of charge for me and can be withdrawn at any time. Licensee / Salon Name Address Post Code / City
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Telephone number Telefax number Email / Website Tax number
Authorization of Campus GmbH for direct debit Licence fee: Monthly debit of € 60,00 Annual debit of € 600,00 plus VAT Account No. Bank Code Bank Name Date / Signature
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