PR Innovator Awarded 2021 AHIA Special Recognition

The promotion of Australian hair fashion photography worldwide and leadership in developing initiatives in the hairdressing industry has earned Melbourne-based integrated marketing consultant, Leanne Cutler the prestigious Special Recognition Award at the recent Australian Hair Industry Awards.

“This award was a complete surprise and I am so very touched by the recognition of new and unique services that have been offered since 2008 as well as the very intensive work done in the 1990s to seed the then highly successful national hairdressing convention, Hair Expo,” Leanne said.

She said that her unique, specialist service, Hair Shots 2 The World was developed in 2010 to distribute Australia and New Zealand’s world class hair fashion photography to hairdressing media around the globe.

“This was the first specialist brand of its kind in the world, and has been a great success, attracting clients from other countries including South Africa, Sweden, Poland and Canada,” she said.

“These days, social media has expanded the influence and reach of publishers, so even though hair publishing has changed shape, the opportunities for global exposure are as strong as ever.”

Hair Shots 2 The World stemmed from preparing truly professional written hairdressing award submissions through sister brand, Siren Marketing.

“I discovered that my clients were not getting the most out of their collections after the awards were over,” she said. “They had invested a lot and photographic professionalism and creativity are world class so the directional hairstyling and photography are always quickly snapped up for editors worldwide.”

“Additionally, consumer fashion media do not promote hair fashion, in the main, so building Australian and New Zealand reputations through trade coverage was the way to go.

“Gaining coverage has boosted hairdresser profiles and consequently helped with better career and business opportunities, for sure.” Leanne said that previous to Hair Shots 2 The World, she set up a specialist service in coaching and creative awards submissions for salons.

“I’m told by awards organisers that the advent of the awards writing service really raised that bar in the submission section that earned 50% of marks.

“As a previous manager of the Hair Expo Awards, I knew where the gaps were and how the written creative and business reporting could be improved.”

Leanne said that a secondary business benefit was the summarising their business achievements and flagging where improvements were needed.

Always ready to support worthwhile causes, Leanne’s COVID project was the compilation of the hair fashion history coffee table book with the support of clients and photographers.

“Hair 2010 - 2019 has been a stop-start project for all the COVID reasons, but I’m determine to sell the limited edition of 250 copies to raise funds for Hair Aid,” Leanne said. “Anyone wanting an invitation to purchase is welcome to contact me on 0400 790 060 or via Facebook or Instagram @ hairshots2theworld.”

The social importance of hairdressers never leaves Leanne’s mind and that’s why she provided pro bono assistance to EDVOS’s launch of the Hair 3Rs, a program that trains hairdressers to help clients in family violence situations.

Diversification is an important risk strategy for Leanne who is on the board of respected boutique financial planning firm, Lets Make Money Pty Ltd and of the virtual film production facility, Dreamscreen Australia.

Off-duty, Leanne is Arts and Entertainment Reporter for 88.3 Southern FM’s Friday Magazine program, is a long-term tour guide of Black Rock House in Melbourne and has a number of roles for the iconic Australian historic car race meet, Historic Winton.