Salonfocus Autumn 2022

P24: WELLBEING

How to manage or even turn around stress after a challenging few years

P27: AMBITION Get your team onboard with your vision and everyone will benefit

P32: FORECASTING

Identify the latest and best consumer trends to offer clients

P41: SALON REDESIGN

Expert advice on getting it right – and why it matters so much

Why the industry needs to help combat climate change now

THE CUT

5 Hello and welcome

Chief executive Richard Lambert talks about the right support to help you and your business thrive

6 The 12 things you need to know this issue

From help with rising energy costs and Covid queries, to salon memberships and suicide prevention training

THE BUSINESS

20 Sustainability

STORY

Rising temperatures this summer have highlighted the severity of global warming, making sustainability a top priority

24 Wellbeing

How to best manage stress as a business owner

27 Reaching goals

Top tips on motivating your team to meet your business aims and goals

30 Influencer marketing

Gordon Glenister on the huge impact of influencers

32 Translating trends

How to keep up with the latest trends and incorporate them into your business effectively

36 Aesthetics advice

Professionals in aesthetics discuss how much is too much and their role advising clients

38 Social media trends

What can LinkedIn, YouTube, Pinterest and Twitter offer your business marketing plans?

41 Salon design

Expert advice on salon redesigns, whatever the budget

THE INSPIRATION

44 Mood board

Inspiring salon interiors

46 What’s trending

From reinvigorating the high street to a focus on nostalgia

48 How to...

Manage client expectations

THE END

50 60 seconds with...

Yasemin Hassan, the late entry apprentice whose raw talent is winning her awards

The magazine of the National Hair & Beauty Federation

THE NHBF

One Abbey Court Fraser Road Priory Business Park Bedford MK44 3WH 01234 831965 nhbf.co.uk sfenquiries@salonfocus.co.uk

CHIEF EXECUTIVE

Richard Lambert

DIRECTOR OF MARKETING

Tori Priestley

EDITORIAL

Editor Aviva Attias

aviva@salonfocusmagazine.co.uk

Assistant editor Hollie Ewers

Content sub-editors James Hundleby, Kate Bennett

DESIGN

Senior designer Seija Tikkis McPhail

Picture researcher Claire Echavarry

ADVERTISING

advertising@salonfocusmagazine.co.uk 020 7880 6230

PRODUCTION

Production director Jane Easterman

Account director Emma Godfrey emma@salonfocusmagazine.co.uk

PRINTER

Manson Group, St Albans

COVER ILLUSTRATION

Getty

© The NHBF 2022

All views expressed in salonfocus are not necessarily those of the NHBF. All efforts have been taken to ensure the accuracy of the information published in salonfocus However, the publisher accepts no responsibility for any inaccuracies or errors and omissions in the information produced in this publication.

No information contained in this publication may be used or reproduced without the prior permission of the NHBF.

Recycle your magazine’s plastic wrap. Check your local LDPE facilities to find out how.

ALWAYS KEEP IN MIND YOUR BUSINESS GOALS AND SUPPORT YOUR STAFF

RICHARD LAMBERT

For now at least, it looks as though salons will be able to enjoy a busier festive season than compared with the last two years. Though of course, Covid is still with us, and with the summer surge and winter ahead, there has understandably been an increase in Member queries. NHBF director of membership Tina BeaumontGoddard answers some of your Covid questions on page 11. You can also visit nhbf.co.uk or contact the membership team for more advice.

Unfortunately, the cost of doing business crisis will also be with us. However, NHBF continues to be a source of support for Members, not only to help Members survive, but to shine and thrive. For instance, the NHBF has now partnered with a leading energy consultancy to help you save on utility bills. We are also delighted to announce the NHBF Skills Zone, providing online education and guidance to help take your business to the next level. Learn more about these initiatives on page 6.

If you haven’t already, check out the empowering podcast NHBF Shines On (nhbf.co.uk/shines-on). It's all part of the NHBF programme Shine – Your Brighter Future.

On the topic of support and shining brightly, it pays dividends to always keep in mind your business goals, and to support your staff in ensuring your goals are achieved. See more on page 27. For design inspiration and to keep your business looking fresh, head to pages 41 and 44. To promote all your hard work, discover how you can best make use of social media platforms (page 38) and the growing power of influencer marketing (page 30). Also, stay one step ahead by learning when to incorporate a consumer trend into your treatment menu (page 32).

Of course, thriving means acting responsibly, and on page 36 we hear from aesthetics professionals on the vital role of guiding clients, the concern of body issues and the latest on standards, while page 20 explores the pressing responsibility of the industry to act on sustainability. We look at what you can do to play your part, how clients expect you to do so, why it’s become a matter of urgency and how the NHBF can support you. Remember to look out for your own wellbeing, too (see page 24).

Wishing you all the very best over the next few months and the festive season.

NHBF CHIEF EXECUTIVE

The 12 things you need to know this issue...

NHBF PARTNERSHIP TO HELP TACKLE RISING COST OF ENERGY

NHBF SKILLS ZONE

Now’s the time to shine and take your business to the next level by signing up online to the new NHBF Skills Zone.

Running a hair or beauty salon or barbershop can feel very complicated, with lots of things that need to be in place to allow you to concentrate on building your client base. But don’t worry!

T

he NHBF has responded to Members’ concerns about energy costs by partnering with leading energy consultancy, Direct Business Solutions (DBS). The aim is to help Members save on their utility bills by finding the energy contract best suited to the individual business’ needs.

The new partnership comes in direct response to a crosssector survey in March reporting that 94% of salon owners across the UK had seen an increase in utility bills compared to the same period

last year, with 32% stating that utility bills were their largest overhead.

NHBF chief executive Richard Lambert said: ‘Coming on top of already increasing staff and business costs, rising electricity and gas costs are a real concern, pushing many salons to breaking point. We’ve partnered with DBS to help salon owners find the energy supplier and tariff that suits them best. We hope this will alleviate some of the pressure the sector is feeling while it is still making a slow and steady recovery from Covid.’

The NHBF has developed some quick and easyto-follow guidelines and lessons to guide you through it, with links to helpful resources. By completing these, you’ll know everything you need to manage your business along the lines of the NHBF Professional Code of Conduct.

Head to the Skills Zone, in the Member Benefits area on nhbf.co.uk, for free access to the NHBF school on Pivot

Point Lab with your NHBF Membership.

With the NHBF’s newly developed professional standards resources, you can master the skills to protect your clients and your business. Lessons include:

• Understanding qualifications and training requirements

• Being clear on health and safety

• Understanding consultation, allergy alerts and industry tests. You can do all of this on your phone at your own pace, when you have a spare moment.

TRAINING

IMAGE: ISTOCK

Have you noticed that your Instagram engagement is down lately? There are a few reasons for this, as Vivienne Johns explains.

INSTAGRAM IS CHANGING – ARE YOU?

Ninety-five million pictures are uploaded to Instagram every day. With this much competition for your followers’ attention, is it any wonder your engagement is down? Over the summer your followers have otherwise been engaged – out and about enjoying the fine weather. And your followers are probably bored of your content. If you are still making the exact same content as last year, I can

guarantee this is the reason your Instagram engagement is down.

Reels views are not a measure of your success:

 Engagement is not views on a Reel. Your engagement is in your content interactions – your likes, comments, saves and shares. You will find your content interactions analytics in your Insights.

 If your views are down but your content interactions are stable, you’re on solid ground.

VIVIENNE JOHNS

SOCIAL MEDIA COACH AND FOUNDER OF THE HAIRDRESSER’S SOCIAL CLUB

Create conversationstarting content to shift your focus towards content interactions and away from Reels views:



Invite your followers to join you in the conversation by asking questions.

 Be authentically you. Talk to your followers about the things you are most passionate about.

 Your followers want to get to know you.

Re-introduce yourself to your audience for a guaranteed engagement boost that will get immediate content interactions:

 If you are brave enough to talk to the camera, tell your followers who you are, what you do and why you do it. Talk from the heart about a struggle that led you to where you are today.

 If talking to the camera fills you with fear, there are other ways to get your face on the camera without having to speak. Film yourself working, choose a trending audio, add text to the screen or use the caption to write about your journey so far.



Or, if you are looking for something more fun, create a Reel where you point to facts about yourself on the screen with trending audio.

 Have you downloaded my latest ‘Reels on the rise’ list? Go to thehairdresserssocialclub.com/ reelsontherise – this has all the latest trending audio, with examples of how to use them.

Check out Vivienne’s guest interview on the NHBF Shines On podcast at nhbf.co.uk/shines-on Go to thehairdresserssocialclub.com for more information and advice.

Setting standards of contemporary design, first-class functionality and pure luxury since 1921

Love e itt. Leeaase se itt. Owwn n it. Contact your local distributor now

Stand: U130 at Salon International, ExCeL 8 - 10 October

Enquire about our 0%, zero deposit finance

Hairdressing sector leads apprenticeship employment

Apprenticeship Employers 2022. The list recognises England’s leading small and medium-sized apprenticeship employers for their commitment to employing and developing apprenticeship roles.

hairdressing businesses.

Andrew Collinge (pictured), of Andrew Collinge Hairdressing, said: ‘I’m pleased the league table shows hairdressing employers feature strongly, and rightly so, as they regularly achieve the results the criteria sets out.'

With October the month for all things pink to highlight breast cancer awareness, ghd has launched a new limited edition vibrant pink collection, including a self-check reminder to ‘Take Control Now’ and check your breasts every month.

Women are opting for ‘authentic’ rather than ‘anti’ ageing treatments and products, with 72% focusing on looking healthy over young, in Avon’s latest beauty report.

A creative pilot collaboration has proved successful between The Cavendish Clinic and John Lewis & Partners, with advanced beauty and aesthetic treatments to be offered in their selected department stores.

A number of hairdressing employers have been recognised by the Department for Education for their work boosting career opportunities in a new national league table – the Top 50 SME

While the top spot went to a manufacturing company, 13th place went to Andrew Collinge Hairdressing, followed by Francesco Group in 18th spot, with six other places filled by

However, Andrew also points to previous cuts to funding in hairdressing that are now having serious consequences in the industry. He added: ‘The financial situation for training providers is becoming critical.'

View the table at bit.ly/Top-50-SMEAE-22

WHAT’S HOT, WHAT’S NOT

Hair loss has joined the list of symptoms for people with long Covid, according to a new study analysing the health records of 2.4 million people in the UK.

TAILORED INSURANCE

After listening to Members’ concerns, the NHBF has worked with its longstanding partner insurance broker, Jensten Insurance Brokers* (previously Coversure Branches Limited), to develop a new insurance policy, tailored to your business needs.

The new enhanced policy now includes non-surgical cosmetic

*

aesthetics (injectables), as well as automatic cover for standard treatments, and enhanced equipment and stock cover for NHBF Members.

For more information, visit nhbf.co.uk/insurance or contact the Jensten Insurance Brokers team on 0800 458 8181

Almost nine in 10 (87%) products from major cosmetics brands contain microplastics, according to the Plastic Soup Foundation. Only 13% were found to be free of microplastics.

SPF contouring might have been trending on TikTok, but using sunscreen to create tanlines that contour the face or body is NOT recommended by dermatologists.

You asked, they answered

With winter approaching, salons and barbershops are wondering how to protect their clients and employees from Covid.

NHBF director of membership Tina BeaumontGoddard answers some questions from Members.

What are the current guidelines/laws?

Those that were in place have now been lifted across the four nations. However, the NHBF advises that you regularly carry out a risk assessment. It is important to revisit, review and revise the risk assessment if circumstances change. Each of the home nations have produced guidance (see Resources).

What should the salon do if someone close to the stylist has Covid, but the staff member is not testing positive?

If the member of staff is well enough, they may go to work but will need to

take extra precautions, particularly if working with, or near, vulnerable people. These could include:

• Regular hand washing or use of hand sanitiser

• Wearing a face covering that fits snugly to the face and is more than one layer thick.

HR implications are that if the salon is insisting on testing and are providing the tests and staff are told to stay at home, but the staff member wants to work because they feel OK, the salon would have to pay them full pay to stay at home.

If the stylist is showing symptoms or not feeling well enough to work, the guidance states it is advisable they stay home. In this case, they would be paid under your normal sick pay policy. However, if the salon requires them to stay at home despite feeling ok to work, they would be entitled to receive full pay for the period they are being required to remain at home.

What about pregnant team Members not wanting to come to work due to increased cases?

You should carry out a risk assessment. Your pregnant employee should only continue working if the risk assessment demonstrates it is safe to do so.

You should be more cautious if they are more than 28 weeks pregnant or have an underlying health condition. If a risk is identified that cannot be removed, you should try to adjust working conditions and consider suitable alternative work. Where none are available, your employee should be suspended on paid leave. Review the risk assessment regularly throughout the pregnancy, and if circumstances change.

What else should I be doing?

Make sure you’re up to date with your Covid vaccinations. Wear a face covering when it’s hard to stay away from others to help stop the spread – particularly when you are serving a client who may be at a higher risk of becoming seriously unwell from Covid or when infection rates are high in your area and you’re working in an enclosed or crowded space. Follow previous guidelines: wash your hands or use hand sanitiser regularly; clean equipment and workstations thoroughly between clients; increase ventilation by opening windows and doors.

RESOURCES

• England: bit.ly/UK-respiratoryinfection-guidance

• Wales: bit.ly/Wales-respiratoryinfection-guidance

• Scotland: gov.scot/coronaviruscovid-19

• Northern Ireland: nidirect.gov.uk/ campaigns/coronavirus-covid-19

MEMBER

JAYMZ MARSTERS

Salon owner, educator and senior stylist Jaymz came seventh in the NHBF’s Top 100 Influencers Index 2021.

WHO INFLUENCES YOU?

On a local level, I find my salon environment inspiring, and watching my team grow and create some amazing work inspires me to continue developing my own skills. On a wider scale, [US-based] Kristina Cheeseman creates some incredible hair.

WHAT DO YOU HOPE PEOPLE GET FROM YOUR CONTENT?

I hope that people can relate to me. I’ve learnt my craft through practice, and I hope that resonates. I also hope that people find my posts humorous – I love my job and I want that to come through. I really love creating content that is satisfying, and I hope that people get some joy from watching neat applications and vivid transformations.

HOW DID YOU GET INTO THE INDUSTRY?

HOW DID YOU BECOME AN INFLUENCER?

It wasn’t a conscious process, but once I found my niche and my confidence grew, I was approached by several brands and worked at a few events. This gave me exposure and an opportunity to grow my confidence on stage and with education. My social platforms grew as a by-product of this, and I have continued to invest time in sharing my work and story along the way.

WHAT DO YOU MOST LOVE ABOUT YOUR JOB?

THE TOP 100 INDEX FOR 2022 IS SET TO BE ANNOUNCED THE WEEK COMMENCING 7 NOVEMBER DON’T MISS IT!

If I didn’t like my clients then I would find everything else I do challenging, so I have to give them credit for the fact I love my job! But I also love that hairdressing gives me opportunities to express myself through my work. I really enjoy working with my team and supporting their learning and development.

WHAT’S NEXT FOR YOU?

DO YOU RECOGNISE YOURSELF AS AN INFLUENCER?

I am just doing my job and my role, and I don’t necessarily consider the ‘influence’ as part of that. However, I don’t take the people who follow me for granted, and I understand my responsibility to send a positive message that promotes inclusivity and kindness.

It wasn’t planned – I didn’t know what else to do at college, so I did hairdressing! Luckily, I’d found something I loved and just kept practising, and doing my own thing. I live in a small rural town where there tends to be a lack of ambition among most young people, and there’s not too much in the way of progressive hair salons. I found my niche and just went for it! It took a long time to build up the reputation I have, and I have to put the work in outside of the salon, too.

We are looking at ways to grow our salon business and have plans to expand to be able to offer our clients a better service, so that’s a big project for me over the next year. Outside of the salon, I am continuing to look at ways to develop my education offering and build a community of stylists.

STATS

NHBF rating: 7/100

Handle: @jaymz.marsters

IG followers: 113k

TT followers: 79.9k

Business handles: @the.watt @jaymzmarsters.education facebook.com/thewattsalon

Counting down

The countdown is on for this year’s Top 100 Hair and Beauty Influencers.

Following the great success of last year’s event, the launch of the NHBF Top 100 Hair and Beauty Influencers Index for 2022 will take place on Sunday 13 November at London’s Electric Space, for the second year.

The event will celebrate the individuals who are helping shape the industry for the better through their influence on social media.

Last year’s Index revealed some real surprises, showing this is not simply a popularity contest based on who has the most followers. The nominees’ accounts and activities are independently analysed for reach, engagement and interaction – it’s all based on the data and analytics.

During the week leading up to the evening, the NHBF will count down the whole Index, from 100 to 20. The countdown of the Top 20 will be live streamed once again on the NHBF YouTube channel (youtube.com/ NHFederation), so don’t miss out on the buzz and excitement as it happens.

Watch the NHBF’s social channels for further details.

NHBF TOP 100 SPONSOR PIRKX

Only 9% of the 3.2 billion workers globally receive access to a workplace wellbeing programme.

pirkx is on a mission to make wellbeing benefits affordable to everyone. Large businesses often support the wellbeing of their full-time staff through corporate ‘employee benefits’. pirkx uses technology to simplify wellbeing access for all, not just those employees in large businesses, via our lightweight, fully customisable, self-service platform and app.

Using just one of our 40+ benefits and services, such as the 24/7 private GP, discounted gym memberships, or the pirkx portal for cashback on your weekly shop gives greater value to members than the cost of their membership, which costs just £4.50 per person.

Have your say

What went well for you with your NHBF membership over the past year? Have you ever thought the NHBF could be even better if it did something else?

The NHBF loves to hear feedback from Members to ensure they are providing the best service possible to help you and your business. So, in October, the NHBF will be running its annual Member engagement survey. This is your opportunity to tell the NHBF how it is doing and what can be done or improved to help make the NHBF and what’s offered even better in the future.

Keep an eye out on the NHBF’s social channels, where the survey live date will be announced. There is even the opportunity to win £150 in Love2shop vouchers for taking part.

MEMBER SURVEY

Create a club, see results

Claire Macleod and Diane Murray of Shine

Salon Success reveal why memberships can be a profitable business model.

What is it, exactly?

A salon or spa membership is where a monthly payment is made in exchange for services and treatments. These memberships usually provide members with anything from discounts, additional treatments, VIP access to appointments, or any other type of perk. An example of where a membership works well is a tiered packaged service membership. Here, depending on which package level they choose, the member will receive a set amount of services for a monthly fee.

Membership or subscription?

The name is largely just terminology and what and how that relates to your brand and your client relationships. ‘Subscriptions’ are typically providing access to a service in exchange for a fee for a fixed period of time (think Netflix), and the use of the word ‘membership’ in branding your offering speaks more of being a member of a store, an organisation or grouping of people. There’s a community feel to a membership. Think spa or health club membership.

What are the benefits?

Think about your best clients, the people that come back month after month and truly value your talents, skills and services. A membership or subscription is the perfect way to both deliver

amazing value to this special group of people, while securing and forecasting regular income and forward planning your bookings with confidence. The happier these clients are, the more they are likely to spend more with your salon and, in turn, recommend your salon to other ideal clients. As one of our recent clients put it: “I want more clients, less stress, stable and recurring cash flow and peace of mind”- and that’s what she got.

Potential profits

Now of course, the pricing model has to be right, ensuring your offering is both attractive to clients and delivering good profit margins. You need to consider the capacity of your team and salon to deliver a package of services, the overhead costs involved and the optimum price point of each package. Get this right, and not only are your best clients getting a truly VIP service, but you also know you can avoid a cash flow crisis (and the associated stress!), and can plan well into the future.

What next?

If you fancy some help in launching a membership model in your salon, just get in touch for a free discovery call. When we work with salons, we cover aspects such as pricing, marketing, emails, social media, website and other promotional activities. Whatever route you decide on, good luck!

Find out more at bit.ly/free-call-shine

ADVICE ARE YOU CONSIDERING ONE?

Owner/barber Thomas Robinson, of Tom’s of Lincoln, offers a client membership. He shares his tips:

How to do it

• Start slowly with trusted clients

• Make it a benefit for clients

• Keep the offering simple

• How do you want it to work for you?

Why it can be beneficial

• Builds loyalty, trust and relationships

• Improves cash flow

• Increases the client’s lifetime value

How it’s going for us

• The membership has been great for clients’ wellbeing

• It’s helping to grow the business

• It’s given us a unique selling point

Challenges we’ve faced

• Taking payments – we now use GoCardless. First payment is in the salon, then it’s taken by direct debit

• Clients missing appointments – we told clients about the impact and added a three-strike rule, resulting in them losing their appointment slot.

COLLEGES INCORPORATE SUICIDE PREVENTION TRAINING

Students are being equipped with the tools to recognise those in need.

WHERE? South Devon College in Torquay, where LBC founder Tom Chapman was once a student himself, and Milton Keynes College.

HOW? The training, which has been incorporated into all barbering, hair and beauty courses at both colleges, teaches the four pillars of RECOGNISE, ASK, LISTEN and HELP to HELP.

WHY? The aim is to bridge the gap between communities served by the hair industry and the professionals and charities available to them. The idea is that students will learn how to create a non-judgemental environment, recognise mental health issues and signpost individuals to the support they need.

conversations they will inevitably have with future clients and hopefully provide the tools they need to identify signs of suicidal thoughts, and ultimately, save lives.

‘Tom Chapman studied here, and we are so pleased he’s remembered us and continues to work collaboratively with our curriculum team. It is invaluable to have this kind of innovation and industry insight fed back into the college.’

WHO? South Devon College, Milton Keynes College and the Lions Barber Collective (LBC).

WHAT? The colleges and the LBC joined forces earlier this

year to set up the first-ever Lions Barber Academies, and barbering and hairdressing students now receive suicide prevention training as part of their qualifications.

Matt Harbour, deputy principal and CEO at South Devon College, said: ‘We're excited to deliver the Lions Academy training to our barbering, hair and beauty staff and students. This will equip them for

THE FUTURE: Following the success of the training, Tom says the charity plans to develop a Vocational Training Charitable Trust qualification, which could be taught at other colleges. ‘It’s about getting the necessary skills and confidence into the next generation, so they are ready and prepared to have those hard conversations,’ he added.

See southdevon.ac.uk and thelionsbarbercollective.com

Check out the NHBF Shines On podcast for a guest interview with Tom Chapman: nhbf.co.uk/shines-on

TRAINING

Tom Chapman and students from South Devon College

This summer, Britain saw the hottest day in recorded history – a stark reminder of the impact of global warming. As the country sweltered, scientists warned that heatwaves are becoming more frequent because of climate change.

Carbon emissions are also rising post pandemic. The latest report from the Climate Change Committee, which sets out the UK’s progress towards achieving its net zero emissions targets by 2050, advises that the country needs a more solid action plan to support the strategy.

There have been yet more developments since salonfocus looked at how salons might consider taking steps to be greener in early January (Winter 2022).

With the climate crisis now having ‘passed the point of no return’ according to United Nations secretary general António Guterres, there is an even greater need for sustainability awareness and action in the hair and beauty industry – and what’s more, clients now expect it.

‘Sustainability is about managing your business in such a way as to minimise its negative impact on the environment – for example, reducing your energy

use, water use and waste,’ says Rosina Robson, director of policy and public affairs for the NHBF.

Business benefits ‘Lots of businesses are on a journey,’ says Rosina. ‘Some see sustainability as a business opportunity and have it at the core of their business model.

Others are motivated by using vegan or organic products, and are very much aware of the ingredients used. For businesses with refill stations, it’s an effective way of attracting new clients into the salon.’

Anne Veck’s salon, Anne Veck Oxford – winner of ‘Sustainable Salon of the Year’ at this year’s

As the climate crisis deepens, it’s time for the industry to take a stand on sustainability.

WORDS KATHY OXTOBY

British Hairdressing Business Awards – uses renewable energy produced by a ‘green’ supplier. As part of her drive for sustainability, she also trains staff to use less water, such as by turning off taps when emulsifying a client’s colour, and using eco shower heads.

Gina Conway, of Gina Conway Aveda Salons and Spas – a ‘Green Libertine’ ambassador for the Green Salon Collective (GSC) and Aveda’s trade sustainability ambassador – ensures that every new team member makes a

‘pledge to the planet’, describing how they are going to promote sustainability. Th plastic’ policy, all lighting is low voltage, and the team use Gina’s ‘eco shampoo’ technique –diluting the product with water and applying it to a dry scalp, which deeply cleanses while cutting water and product usage by a third, she says.

Alongside the benefi for the planet – such as using fewer resources and avoiding contributing further to climate change

he re going to promote ty. There’s a ‘no cy, all lighting is low d the team use Gina’s oo’ –e with water ng it to a ply cleanses while er and third, she says e the benefits net – such as r resources and ntributing limate change

Brooke Evans, owner of Brooke Evans Ironbridge in Telford, and NHBF Shines On podcast host

Taking small steps over the course of a year can have a huge impact on your carbon footprint. All of our receipts are digital, we’ve changed to Simplydry biodegradable towels and put more plants in the salon, and we make sure our cardboard boxes go to good use by offering them to the local community

You feel great knowing ’dibifh

you’re doing your bit for the environment. There are financial benefits as well – clients come (and stay) because you are eco-friendly, and they want to be on that journey with you.

Starting small changes now to make your salon more sustainable will help prevent you from being left behind.

C A S E S T U DY SMALL STEPS, H U GE IMPACT

•

MORE FINANCIAL HELP

• Any business installing solar panels or heat pumps (for a five-year period from April 2022) won’t pay more in business rates: bit.ly/UK-solar-support

• The government’s Bike2Work scheme saves employees 48.25% on buying a new bike: bit.ly/UK-Bike2Work

• Install an electric charge point for e-bikes, e-scooters and electric cars. There is a £350 grant per socket available at Pod Point: bit.ly/pod-point-grant

• Grants and loans are sometimes available at a local level. Check your local authority or Local Enterprise Partnership

Some banks may have loan schemes for sustainable business investment.

RESOURCES

• NHBF blog – Sustainable salons and barbershops: nhbf.co.uk/sustainable

• NHBF energy partnership: nhbf.co.uk/energypartnership

• Green Salon Collective: nhbf. co.uk/green-salon-collective

• Anne Veck’s award-winning sustainable salon toolkit: bit.ly/salon-re-source

heating, turning off lights and installing smart meters.

Circular steps

However, Rosina says that while many salons are getting the basics right, there’s more to do. Simple steps businesses can take to reduce their footprint include using biodegradable towels to reduce water or energy use (thereby avoiding having to wash them), and using ecofriendly products.

Gina suggests that small but effective changes could include measuring your carbon footprint

– ‘there are opportunities to save money and cut costs, particularly with regard to energy use’, says Rosina. Becoming more sustainable is also an opportunity to ‘attract and incentivise new customers,’ she adds.

Catering for customers who are worried about the climate ultimately means retaining business, as clients who prioritise a greener lifestyle may go elsewhere. ‘Not a week goes by without a client saying: “I chose your salon because of its green credentials”,’ says Anne.

And it’s not just individual businesses – the industry as a whole seems to be making sustainability more of a priority. A sector-wide energy survey carried out in March ‘showed just how widespread energy-saving measures are in salons and barbershops,’ says Rosina: 82% had taken steps to reduce their energy costs, including turning down

using the WWF’s environmental calculator (footprint.wwf.org.uk) and introducing a ‘reduce, reuse, and recycle’ policy to reduce waste and boost recycling.

More ambitious changes could involve ‘putting pressure on manufacturers to be sustainable’, including requesting refillable bottles for products. And a largerscale change would be switching to an ethical bank that invests in green energy, Gina suggests.

Businesses within the GSC are trying to help salons be more sustainable. The GSC recently partnered with the NHBF to offer recycling services to Members for a discounted fee (see Resources), as well as advice. It handles salon waste through recycling, recovery and composting, uses hair to clean up oil spills, generates clean energy using discarded PPE, and even composts salon towels.

Jess Riggs, the GSC’s UK project manager, says: ‘By recycling materials such as hair, we can create a circular economy – where there’s a constant circle of recycling and reuse, and nothing goes to landfill.’

The GSC offers accreditation programmes for the industry, enabling businesses to demonstrate their commitment to sustainability. What’s more, its research and development department gives the GSC the latest information on all things sustainable. For example, one GSC partner – SmartMix – has an

app that weighs colour usage, which prevents more than £300 a month of colour waste, according to Jess.

What’s next?

82%

OF THE INDUSTRY TOOK STEPS TO REDUCE THEIR ENERGY USE

Some businesses are thinking about how they can positively add to biodiversity by investing in national or international reforestation schemes such as treesisters.org to offset their carbon use, or by contributing towards local biodiversity initiatives, such as flower boxes to attract bees, explains Rosina.

Could clients be put off by the price of a sustainable salon? ‘That’s not the case,’ says Jess. ‘Consumers want more ecofriendly options. So salon owners have to be competitive on their environmental impact, as well as price.’

And it doesn’t always cost more to be sustainable, Jess goes on. ‘The GSC has combatted this myth by encouraging salons to charge a £1 green fee per client, making the GSC’s recycling service cost-neutral for the salon.’ Moreover, while energy-saving bulbs might cost more in terms of the upfront investment, they will pay for themselves over time, she explains.

Businesses that don’t invest in sustainable practices ‘will get left behind and see customers leaving,’ warns Anne. And besides, future legislation might make it harder to

run a salon or barbershop if sustainability targets are not met.

‘We could see further legislation around recycling targets, energy efficiency standards in premises – which must be improved by 2027 – and air quality targets that affect the content of aerosol products,’ says Rosina. ‘And guidance on reaching net zero could become legislation further into the future.’

What is Gina’s advice to businesses? ‘Look forward 10 years and imagine the best-case scenario – then bring that future vision forward.

‘Because, whether we like it or not, the climate is warming. So, we need to be 100% committed to achieving a net zero carbon footprint with our businesses.’

TOP TIPS

GOING GREEN

• Have a ‘no plastics’ policy

• Change to eco showerheads to use less water

• Switch your energy supplier to one that uses renewables

• Get into the habit of reusing and recycling

• Use eco-friendly products and biodegradable towels

• Take action – even if it’s just small steps, such using an environmental footprint calculator – and spread the word to inspire others.

NOT A WEEK GOES BY WITHOUT A CLIENT SAYING: ‘I CHOSE YOUR SALON BECAUSE OF ITS GREEN CREDENTIALS’

GROWING THROUGH

It’s been a challenging few years for the industry, so it’s no wonder that business owners and staff members may be feeling stressed. But how can it be managed, or even turned around?

WORDS ANNA SCOTT

After more than two years of Covid-19 restrictions, salons and barbershops, like all businesses, are facing rising costs of energy and goods. There are also staff shortages, which could mean longer hours. This means it is more important than ever to keep a check on stress.

Six months after Dan Mewies opened a new ‘destination’ salon in Leicestershire, the pandemic struck. When team members returned from the first lockdown, they were struggling. ‘I was actually quite scared and nervous to lose my business,’ Dan told the NHBF Clubhouse in

April this year (see Resources). His solution? Dan spent time talking to his team about how they were going to approach both the second lockdown and the return to work, and introduced a wellness package including mental health first aid. ‘Our approach was love,’ he says. ‘We’re here for you. We’re going to get through this together.’

So why is it vital to address stress (regardless of cause) – and isn’t some level of pressure just part of working life? Emma Mamo, head of workplace wellbeing at charity Mind, says pressure can be helpful in small doses – when facing a deadline, for example – but prolonged exposure to pressure can affect feelings, thoughts and behaviour. ‘Those symptoms can build

up and get worse over time,’ she says. Stress can even increase our susceptibility to viruses, says Dr Rob Yeung, chartered psychologist and author of The Confidence Project

So what can be done? Stella Smith, CEO of pirkx, a wellbeing benefits company, says: ‘It’s vitally important that hair and beauty business owners prioritise the wellbeing of their staff. Operating in these kinds of conditions will undoubtedly lead to stress among owners and staff. Without happy and healthy staff, there would be

74% OF PEOPLE (UK) WERE SO STRESSED IN THE PAST YEAR THEY FELT UNABLE TO COPE

no business at all.’

Her advice? ‘It’s worth looking at the wellbeing benefits you are providing and ensuring staff are fully supported. Putting structures and benefits packages in place make a big difference to supporting lives during stressful times. If business owners take the lead in providing this to their staff and themselves, everyone wins.’

Emma recommends that owners regularly communicate with staff to understand the causes of the stress they may be experiencing, implement workplace wellbeing initiatives such as employee assistance programmes and flexible working hours, and create an open, supportive culture where staff can talk about any issues they are facing.

‘Changing the negative culture around mental health and tackling the causes of stress and poor mental health at work will benefit all staff, whether they have a diagnosed mental health problem or not,’ she says.

There are, of course, actions that

STRESSED CLIENTS? CHANNELLING THE FORCE FOR GOOD

Philip Kingsley research suggests that 42% of women across Britain are experiencing hair loss and thinning, and 73% of those report stress as the cause. This is something that the industry may be able to help clients with.

For instance, performance coach David Drew says salons and barbershops can offer hair-thinning products to clients, and other services that can both reduce stress and help with thinning. This also offers a chance for continuing professional

development and client retention. ‘ There’s a real opportunity to be creative and indulge our clients,’ he adds. ‘One of the nicest parts of having your hair done is the shampooing.’

He suggests incorporating a head massage (and that if it’s a 10-minute service, you can charge for it). ‘A scalp massage can stimulate hair growth by stretching the follicle’, says David. ‘It can also benefit headaches and stress. If you can become expert [in head massage], you provide the client with an additional therapeutic service and they are more likely to come back.’

22

THOSE AFFECTED BY WORK-RELATED STRESS LOSE AN AVERAGE OF 22 DAYS OF WORK A YEAR

everyone can take as individuals in challenging times, or just day-today (see 8 stress busters, below).

But what can salon and barber professionals do to tackle industryspecific stress factors?

David Drew, salon business expert and business performance coach, says that having a plan for the business is crucial. ‘It’s amazing how much stress that takes away from you, because you then have an understanding of why you are where you are,’ he says.

strengths are. We all know what our weaknesses are. There are always opportunities and solutions to the problems,’ he says.

Is there a positive side?

Research suggests that embracing our feelings of stress and being more open about it can help us to deal with it. Nottingham Trent

8 STRESS BUSTERS

1

Discover what you find stressful and what helps you. You could make a Wellness Action Plan: bit.ly/mind-wellnessaction-plan

This could be tackling debt, time management, branching out into other business areas or reducing outgoing costs. Doing a SWOT analysis – strengths, weaknesses, opportunities and threats – will help too. ‘We all know what our

University found that showing stress can be more appealing to other people and make them more likely to treat the person experiencing stress more warmly.

The way you react to experiences, even those outside of your control, is also something that can be looked at and worked on.

2

Plan for how you might cope with any predictable pressure.

‘Two people can experience identical external circumstances, such as job loss, but experience different levels of internal turmoil,’ Rob says. ‘When you feel your heart rate rising or your palms getting sweaty, that stress and anxiety are your body’s attempts to prepare for a challenging situation. So remind yourself that what you’re feeling could help you to perform better.’

3

Develop an end-of-day routine to help you switch off and unwind.

4

Aim to build resilience: in a nutshell, you do this by prioritising your wellbeing. This then helps to reduce the impact of stress you feel.

‘There are things you can control in life and things you can’t,’ David concludes. ‘And there are always opportunities. No business problem is unsolvable.’

5

Spend time on activities you enjoy and that take your focus away from stressful feelings – just a walk in nature can work wonders.

6

7

Ask for help when you need it.

Nurture relationships with friends and family.

RESOURCES

• NHBF blog – Dealing with a stressed employee: nhbf. co.uk/stressed-employee

• NHBF webinar – First aid mental health training: nhbf.co.uk/mentalhealth-training

Practise gratitude – write down three things that went well, or for which you are grateful, that day.

8

• NHBF Clubhouse – Handling stress: nhbf.co.uk/handling-stress

GOALS THE

SUPPORT SUCCESS FOSTERS

WORDS KELLIE SMITH

From trainees to senior stylists, everyone has an important role to play in the success of a salon. So it’s important to build a loyal and committed team who will help you meet your business goals.

Business coaches, salon owners and NHBF chief executive Richard Lambert share their advice on creating a motivated team who perform well and help you stay on top.

EVERYONE IN THE SALON NEEDS TO KNOW THE VISION AND THE MISSION OF THE BUSINESS

Industry experts explain how to get your team onboard with your business objectives, and how everyone will benefit.

CASE STUDY

CREATING A HAPPY TEAM

Staff at Tommy’s Hair Company in Llandudno, Wales, are supporting the salon’s co-founders to reach their business goal: ‘Creating the perfect guest’. This means encouraging customers to book extra treatments, buy products to take home, rebook appointments before they leave the salon and refer their friends.

To encourage staff to meet this business goal, the salon gives all its employees competitive wages and benefits such as private medical insurance. Staff also go on training courses to improve their skills and enjoy team days out and dinners.

‘We want to create a happy team who work well together as it benefits our guests,’ explains co-founder and business director Esther van de Veken. ‘For example, we book clients in for multiple services, such as a colour and a cut, with two members – who together can create the perfect look.’

DAVID DREW

YOUR TEAM IS YOUR BIGGEST ASSET. WITHOUT THEM, YOU’VE GOT NOTHING

HAVE SMART GOALS The most successful businesses have objectives that are specific, measurable, achievable, realistic and time-bound (SMART). Everybody in the business needs to know what these goals are. If they don’t, they can’t support you to meet them.

SET KPIS Measure staff productivity using key performance indicators (KPIs). These will be different for different roles. You can use management software to monitor this information and print daily reports to evaluate where you are against your business plan. You’ll see who is doing well, and who needs to be encouraged to do more.

SALON BUSINESS EXPERT AND BUSINESS PERFORMANCE COACH

COMMUNICATE YOUR VISION Every business should have a live business plan that is shared with all team members and regularly referred to. Everyone in the salon needs to know the vision and the mission of the business they’re working for. Many salon owners have this information in their head but don’t effectively communicate it to their team.

RECOGNISE PEOPLE’S EFFORTS Your team is your biggest asset. Without them, you’ve got nothing. It’s important to acknowledge people’s hard work and praise them publicly. Offer rewards such as sending them out for dinner.

SUPPORT STAFF TO PERFORM If someone isn’t performing, ask them what you can do to help them. A good salon owner is there to coach and support their team. You should be providing staff with regular monthly training and skills development.

CARL HINDER BUSINESS COACH AND MENTOR

MAKE STAFF FEEL VALUED People want to know they’re part of something bigger, and that their role – no matter how small – is important to the salon.

SHOW PEOPLE WHAT TO DO Staff need to understand your business plan and goals and what they must do to achieve them. Create a document laying out every single process they’re responsible for and how they should be carried out. Then train them how to do this.

SET TARGETS I would encourage salon owners to keep the number of targets to a minimum. Four wellplaced targets will be more effective than 10 that overwhelm people. Team members may have targets for sales, personal development or training others.

LOOK AT WHY SOMEONE ISN’T PERFORMING You need to identify the reason – is it a lack of action on their behalf or a business process such as the wrong pricing structure? If the person is continuing to choose not to perform well, you need to invoke a formal process. It’s not about being more assertive or changing your management style; you need to be consistent and unemotional. It’s not a personal issue – you’re running a business.

HOW DO YOU DO IT?

SHANNON CURRAH, MANAGER AT SAKS HEXHAM, NORTHUMBERLAND

‘Get to know each of your staff members and what drives them to do well.

If everyone is happy to come to work, you’ll have a motivated team who will help you reach your business goals.

‘It’s also important to have a friendly team who chat to clients. I make a real effort to ask

how every staff member is each day. Then the team emulate this when working with clients.’

ZOË GAITLEY, SALON OWNER AND CREATIVE DIRECTOR AT HAIR ‘N’ BEAUTY IN CASTLEFORD, WEST YORKSHIRE

‘Education and training is key. Supporting staff to build their skills and allowing them to learn will keep them motivated and engaged with your business.’

RICHARD LAMBERT NHBF CHIEF EXECUTIVE

SET PEOPLE UP TO SUCCEED Make sure you give new hires an induction and probationary period so they can settle in. This will help them to understand how things work and what’s expected of them.

RESOURCES

• NHBF Performance appraisal form: nhbf.co.uk/performance-appraisal

• NHBF Managing performance guide: nhbf.co.uk/performance

• NHBF blog – Managing staff performance in your salon or barbershop: nhbf.co.uk/staffperformance

BE POSITIVE AND GIVE PRAISE It’s important to hold regular review meetings with staff. Keep them positive. Sit down with staff and talk to them so you can get an understanding of where they think they are, what they think is going well and what they may be concerned about. Give people as much praise as you can so they feel positive about any improvements they need to make, and offer them training where it’s needed.

NURTURE STAFF WELLBEING If someone isn’t achieving what you’d hoped, try and tease out whether there’s a wider issue affecting them. Are they under stress? Is there an issue outside work affecting performance? You may want to consider offering them access to mental health support through employee assistance programmes.

KEEP YOUR GOALS ON TRACK Be aware of your numbers and know what’s going on in your business. Set some time aside each week to look at what’s gone on in the past week and how much progress you’ve made. Then, every month, look at how the salon is performing against your business plan.

THE POWER OF

Industry expert Gordon Glenister examines the rise and rise of influencer marketing, its impact on the hair and beauty sector, and shows how you can use it in your business.

ABOUT GORDON

Gordon Glenister is an international speaker, podcast host, author and runs his own influencer marketing programme for business owners. He is involved in analysing the metrics of the NHBF Top 100 Influencers Index. He also set up the UK body for influencer marketing under the Branded Content Marketing Association. gordonglenister.com

Influencer marketing is the process of using people (influencers) to promote a product or service for a campaign, and so is actually nothing new – it’s just different terminology. We have trusted the opinions of others for many years. Even now, how often do you ask your friends, family, colleagues or people you know for advice? The difference now is it’s mainly on social media.

An influencer is an individual who can affect change in behaviour through trusted opinion, knowledge and often content creation on social media. And it’s big business: as a global market, influencer marketing has grown from just $1.7bn in 2016 to close

to $14bn today, proving that more and more brands are investing in the sector.

Within the hair and beauty sector, influencer marketing is massive – and beauty is the top sector in influencer marketing. Instagram is by far the top channel for promotion, although YouTube and TikTok are becoming more and more significant too, largely due to the visual nature of the beauty industry. Make-up brands have even been launched on social media.

How can you work with influencers?

While salon owners or their staff can be influential, working with influencers can be a great way to

build awareness and new customers. As a general rule, you should work with a small group of influencers as they all have different audiences that you can capitalise on.

YOU COULD OFFER FREE styling, haircuts or beauty treatments to help secure Instagram posts or stories from influencers, but increasingly you would need to pay for their content, certainly influencers with larger followings. The cost of an influencer with a smaller following but a good engagement rate could be £200 for a post/story, but could jump to £1000 or more for one with a substantial engagement rate and with 500k+ followers.

CHECK THEIR STATS It’s very important to do this before working with

influencers. All the good ones should have a media deck or be able to show you their analytics. For example, what their engagement rate is (how many people like, share, comment on and see their content).

LOOK AROUND Use influencer tools to help you establish the audience demographic, location base, what the audience is interested in, and – most importantly – how authentic they are. An example is Audience2Media, a global influencer agency that has more than 107 million influencers on its system. It’s worth highlighting that the real growth has been in nano- (1-10k) and microinfluencers 10-50k.

RUN CAMPAIGNS where you are able to use influencer content to amplify your own content on social media to reach an even bigger relevant audience.

BE SPECIFIC You might like to work with influencers on a specific challenge, competition or charity cause. Along with your staff, this could be a great way to create a real social buzz simultaneously. Some of the best viral campaigns start this way.

How to grow your own following on social media

BE CONSISTENT AND UNIQUE WITH QUALITY CONTENT on your salon social media account and/or an individual one. Tick all boxes by thinking about your ‘weekly moment’. Is there something you do every week at the same time? A newsletter, or a hair advice surgery, or video upload?

EDUCATE, INSPIRE AND ENTERTAIN Ask yourself if your content has all these elements, or at least one. Constant self-promotion will flop. If you’re able to, create a monthly content plan to help you. Planned content could consist of sharing tips or

IN

WHY DO PEOPLE FOLLOW INFLUENCERS

motivational quotes. You could highlight different team members. Or simply tell customers about new services or products you offer.

TRY TIKTOK It’s the fastest-growing platform, and not just for 20-somethings. Reels and live videos are driving huge engagement. The app has its own video editing software. Most important is to create content that’s short and regular rather than just every now and then. (See the Spring 2022 issue for more tips).

FOLLOW YOUR CUSTOMERS on social media. If you can encourage them to share any pictures – aka user-generated content – post haircut/treatment, this is the best form of testimonial you can get.

LOOK OUT FOR...

Following its huge success in 2021, in November the NHBF will release its list of the top 100 most influential people in the industry for 2022. Watch out for the Hair & Beauty Industry: Top 100 Influencers Index – and perhaps you might find yourself on it soon! See page 15 and nhbf.co.uk/top-100-influencers

When it comes to adding trends to your service menu, how do you know what’s worthy of investing in, and what factors do you need to consider?

What exactly is a trend?

It’s helpful to know what a trend is, as opposed to a fad. ‘It’s more than just behaviour – it’s attitudes,’ Matthew Crabbe, director of Mintel Trends for Asia Pacific, told a recent Mintel podcast. ‘A fad can be localised, whereas a trend is much more significant.’

He also explained that fads tend to be more conscious – for example, people dressing a certain way

TREATMENTS?

Consumer trends change constantly, so how do salon and barbershop owners know which to run with – and, crucially, how to translate them into the services offered?

HELEN BIRD

because of a popular TV show – whereas ‘trends can be much more subconscious, or external factors that people have no control over’.

How do market researchers pinpoint trends? ‘It all starts with the data,’ Simon Moriarty, director of Mintel Trends for EMEA, revealed in the podcast. ‘We’re able to spot shifts in the consumer and their thinking and

behaviour.’ Global consumer research also allows them to see shifts in spending priorities and technology use, he explained.

Global versus local Sustainability saw a significant global upswing last year, Mintel reported. (See page 20 for how sustainability is impacting the industry, and practical ways to embrace it.)

Unsurprisingly, treatments and services benefiting clients’ health and wellbeing have also seen massive growth in the wake of the pandemic, says Caroline Larissey, NHBF director of quality and standards. ‘The recently added wellbeing and holistic therapy apprenticeship standard will support more therapists to help clients achieve a greater sense of physical, psychological and emotional wellbeing,’ she says.

Hair and beauty businesses also need to look at client behaviour patterns, she adds. ‘When completing a consultation, are clients specifically requesting something new or different? Or perhaps they’re cost-cutting, for example opting to have a haircut without a beard trim? This sort of change in behaviour provides clues that hair and beauty professionals can pick up on to tailor their services.’

For award-winning Manchester-based hair salon owner Melissa Timperley, staying on top of trends is important.

‘We keep up to date by reviewing hair magazines, consumer mags and Instagram to get a sense of what’s current and what’s emerging,’ she says. However, she and her team are always led by the client’s wishes. ‘If they have an “on-trend” style in mind, we’ll

BIG IN BEAUTY

WGSN outlines its forecast for next year’s biggest beauty trends...

• Push for progress The need for inclusive and regenerative change will drive demand for proactive products and business practices that actively improve the world.

• Embracing frugality Longlasting, reusable and circular products will gain importance as consumers look to save costs and reduce waste.

• Mastering wellbeing With wellness core to consumer priorities, brands should explore hi-tech and lo-fi solutions that respond to mood and improve wellbeing.

• Tech-ceptance

Digitised design will go mainstream, opening up new retail channels and boosting the importance of customisation and flexible design.

IMAGES: GETTY

• Intentional community Emerging social and values-led networks will become more influential on purchasing decisions, and brands will need to implement new strategies reach these networks.

chat it through. If not, we may tell them what’s in vogue, show them some examples of our work and help them decide what’s best for them.

‘We don’t choose a trend and promote it to death, as that wouldn’t suit our philosophy of being their adviser on what’s best for them.’

Translation to treatments?

Knowing what consumers want and knowing how to offer it to them are different things. Melissa, who publishes an in-salon trends magazine, believes team members need technical education on how to create looks. ‘We have regular all-team training sessions from visiting specialist experts to help us learn current trends and associated

techniques,’ she says. ‘We wouldn’t introduce anything to the salon unless core team members were completely confident in the technique.’

One way to test demand for a new treatment or service without a huge financial outlay is to introduce it gradually, Caroline suggests. ‘You could put a nail station in your hair salon so clients could save time and combine services,’ she says. ‘Aesthetic procedures are a massive growth area, and some salons are capitalising by renting out a room to provide treatments and procedures [with a qualified aesthetics practitioner].’

Striking a balance Staying abreast of global trends doesn’t necessarily mean making snap adjustments to your core services. Mintel’s experts suggest

RESOURCES

• NHBF Clubhouse – Expand your services and grow your hair and beauty business: nhbf. co.uk/growing-your-business

• NHBF blog – Expanding into beauty treatments: nhbf.co.uk/ expanding-into-beauty

• Mintel podcast – The what and why behind a consumer trend: bit.ly/mintel-podcastconsumer-trend

people’s traits and desires remain fairly constant.

AHEAD OF THE CURVE

Marketing

• Understand the motivating behaviour behind client choices, why they change and how you can appeal to new markets

• Keep up to date with media, industry and product news to support salon/ barbershop messaging

– see salonfocus!

Sales

• Tell an engaging story with up-to-the-minute trend observations, tailored to your business USP

• Underpin new ideas with robust data and evidence, such as client surveys

• Understand how client trends impact and grow your business.

Innovation

• Understand key trends to drive inspiration – look to social influencers

• Generate original ideas, backed by substantial research and analysis

• Inspire creative solutions to spark

growth – look at magazines and social media.

Insight

• Capitalise on new trends through strategy and product positioning

• Find out what your competitors are doing

• Use client behaviour patterns to identify potential new markets.

Research

• Construct new ideas and develop initial concepts based on emerging trends and market developments.

Remaining in touch with your clients and what they want via social media is important, says Caroline. ‘And make sure you’re keeping up with innovations,’ she adds. ‘What you don’t want is the salon down the road to offer a new service that you know nothing about, but which your clients are asking about.’ You don’t have to offer it, but it’s good to be informed if you’re asked. It’s about compromise and intuition, concludes Melissa. ‘The main thing is to find a balance between being on trend and knowing how to create any look that a client would like to achieve – and talk knowledgably about it – without going all in and promoting something that may not take off from a demand perspective, or be suitable for the client.’

Caroline Larissey, NHBF director of quality and standards, offers her tips on staying ahead...

HOW MUCH MUCH?

Non-surgical cosmetic (also known as aesthetic) procedures are increasingly accessible and in demand. These procedures are aimed at enhancing or altering appearance, but when a client comes in requesting a procedure that’s clearly going too far – or obviously the result of other pressures and issues than just the wish for a cosmetic ‘tweak’ – how much of a responsibility do practitioners have to advise them?

What’s more, a recent Health and Social Care Select Committee report identified a rise in body image dissatisfaction as the driver behind the new market.

A deeper issue

‘Unreasonable’ requests are driven partly by the bombardment of filtered images that many clients are now subjected to. ‘To some extent these pressures have always existed, but they have been magnified with the rise of social media, as the lines between reality and filters have become increasingly blurred,’

Aesthetics professionals discuss their role in advising clients on procedures, especially given the increasing demand, accessibility and vulnerability of clients with body issues.

WORDS RADHIKA HOLMSTRÖM

says Dr Matthew Jarvie-Thomas of The Cosmetic Skin Clinic.

It becomes particularly alarming when clients are asking for a procedure thinking it’s a solution – but their problem is, in fact, psychological rather than physical. ‘I’ve had, say, an absolutely beautiful woman who wanted to feel better about herself, but it was obvious that what she needed was therapy,’ says skin repair expert Lorena Oberg. ‘The imperfections she wanted me to help her with were not really there.’

Matthew agrees. ‘For many people, there are certain aspects of their appearance that have changed or have always bothered them that contribute to a lack of confidence,’ he says. ‘For these clients, aesthetic procedures can be a boost to self-confidence and can help overcome anxieties. However, it is clearly different for a client with body dysmorphic disorder or other mental health issues driving their desire for a procedure.’

RESOURCES

• Support on spotting the signs of body dysmorphia (or body dysmorphic disorder): nhbf.co.uk/body-image

Dr Simon Ravichandran of Clinetix adds: ‘Body dysmorphic disorder is surprisingly common. It’s probably even higher in people who are asking for a procedure to help them “improve” their appearance, and repeated studies have shown that in 95% of cases it makes no difference.’

• The full select committee report on the impact of body image on mental and physical health: bit.ly/ HoC-committee-report

IMPROVING STANDARDS

The new section in the Health and Care Act 2022, which received Royal Assent at the end of April, gives the government powers to introduce a licensing scheme for practitioners operating in England, and work is now underway to decide what this will look like. The scheme will help to take further the NHBF recommendation that all premises offering non-surgical aesthetics procedures should be licensed. The Health and Social Care Select Committee has said this process must be sped up to happen within a year. Elsewhere, Scotland has recently announced its intention to update its laws around non-surgical cosmetic procedures.

NHBF COMMENT: Caroline Larissey says: ‘The NHBF is pleased to see, on the back of our written evidence, recommendations around specific premises standards with enforcement powers attached and a qualifications and training framework as a central pillar to the future licensing regime.

‘The proposed taskforce makes sense in bringing together the different regulatory bodies and it’s essential that the hair and beauty sector is represented here. We have also consistently called for a central point of contact for advice and guidance for the public.

‘In line with the report, we are keen to push on, engage in the government’s consultation process and deliver better public safety.’

When to say no This, they all agree, is when a practitioner’s role is not to deliver, but to advise against a procedure.

‘It is hard to say no, but it is our duty as professionals to always take into account the aspects that the client might not be aware of,’ says Dr Iman Nurlin of Ouronyx London. ‘The client comes in with their expectations, dreams and wishes – some of which may be unrealistic or high risk – and they might need guidance and reliable advice.’

Lorena Oberg adds: ‘I think it’s important for practitioners to understand what side of the street we need to be on. If we have a client who clearly has some degree of body dysmorphia, we need to immediately say: “We can’t touch you”.’

NHBF COMMENT: Caroline Larissey, NHBF director of quality and standards, says: ‘The growth of social media, new platforms, the promotion and the rise of social influencers has been fundamental to the increased client interest in face and body image.

‘Clearly, questions need to continue to be asked (and data collected) about why so many, often young, people feel the need to change their appearance.’

POPULAR PROCEDURES

In a 2020 NHBF aesthetics survey, the most popular (less invasive) aesthetic procedures were microneedling and chemical peels, mostly carried out in beauty salons. Dermal fillers and botulinum toxins (Botox) were the most popular injectable procedures.

Social media is a must for marketing your salon or barbershop. While salonfocus has already covered the best platforms for showcasing your work, what about others that might not traditionally lend themselves to salon promotion? Salon marketing expert John Hallberg explains the pros and cons of some popular platforms for those looking to extend their social media presence – and fans of the sites have their say.

Stand out with LinkedIn

Allows users to connect with like-minded businesspeople, apply and recruit for jobs, and follow news from organisations and influential people across the globe. JOHN: ‘LinkedIn has traditionally been the platform for creating connections between businesses and for recruitment. However, since Microsoft acquired it, things are changing. While LinkedIn is something you might want to use only once you’re established on other social media, like Instagram, it’s probably the easiest place to get

PICKING PLATFORMS

In the final part of our social media series, we explore how you can use LinkedIn, YouTube, Pinterest and Twitter to promote your business.

WORDS HOLLIE EWERS

good reach on your content, as it’s much less crowded.

Microsoft wants it to be more social and to reward those who put out content with good reach. It’s also a good place for salon owners to network with other businesses and find opportunities to grow together.’

49M

JOHN HALLBERG SALON MARKETING EXPERT

PEOPLE USE LINKEDIN TO SEARCH FOR JOBS EACH WEEK

CASE STUDY LINKEDIN FANS

Kia Styles co-owns salon Boombae in Manchester with partner Carley Jones ‘LinkedIn is amazing for getting new clients because not many salons are using it. Hair posts on LinkedIn are rare, so posting images of big transformations generates interest, conversations, clients and brand awareness.

‘I also love LinkedIn for networking – I post business and even life updates. Carley posts more thought-provoking stuff and her last post got more than 5.5m views! She has over 55k followers, and we find that inquisitive people viewing the viral posts will go onto her profile and some click through to the business. The more she posts thought-provoking content, the more she generates website traffic and clients.

‘Hair, beauty and barbershop owners can easily bypass LinkedIn, but it’s such a crucial platform – businesspeople are potential clients, too!’

See: linkedin.com/in/kiastyles, linkedin. com/in/carleyjones and boombae.com

Get discovered on YouTube

A video-sharing website that makes it easy to watch online videos. Users can create and upload videos to share with others via their YouTube channel, which people can subscribe to.

JOHN: ‘The power of YouTube is that it is also a search engine, and it’s owned by Google, so people will continue to discover you when they are searching for things. For example, if you post nail art content on YouTube, people will keep coming across that video for years because they’re searching on the platform. Also, Google is now promoting videos, so your content will also appear in Google searches. However, you cannot just put out random videos and think your salon will show up at the top of Google. You need to understand what people are searching for by researching keywords, and then produce posts and videos that match that and fit with what you offer. Also, YouTube is a global platform, so it’s not the obvious choice if you’re looking to reach people locally. But if you enjoy vlogging, creating longer video content, and want to gain followers and drive website traffic, YouTube is useful.’

YOUTUBE USERS

Makeup artist and NHBF Top 100 influencer Lan Nguyen-Grealis says: ‘Originally, YouTube was my platform for sharing video content and education. As the site became saturated with makeup tutorials, I wanted to create something different, so it’s currently hosting my podcast series Power of Makeup. I like that the content is there for life, and you can gain audiences from around the world on a quicker scale.’

Another YouTuber worth seeing is barber Elliot Forbes, who has 1.23m subscribers (and around 9m followers on TikTok).

Go global with Pinterest

An image-sharing and social media service designed to enable saving and discovery of information using images, animated GIFs and videos, in the form of pinboards.

JOHN: ‘Pinterest is like a visual search engine and people go there to look for inspiration, so salon owners can use it to fuel their creativity and share work with clients. It can be great for driving traffic to your website. If you create boards of your work, it will be visible on Google – for instance, if someone searches

‘balayage’ on Google and you have a board of your balayage work on Pinterest, they can find you and be taken to where that image is hosted (which should be your website!). If you’re actively pinning your work, you might begin to see a lot of visitors coming to your website, which you won’t get from sites like Instagram due to the link limit. However, traffic and views via Pinterest are likely to be global rather than local, making it great for global or national salons and spa businesses. For smaller local salons there is a limited upside.’

TOP TIPS

SOCIAL MEDIA MARKETING

• You don’t need to be active on all social channels, but it is advisable to cover a few and get them right.

• Decide on the purpose of your social media accounts. Gaining clients? Showcasing work? Promoting your brand or business? Networking?

• Understand who your audience will be – clients, peers, employees?

• Focus on at least two platforms that are designed to help you obtain your goal – and do them well.

• Once established, branch out onto other platforms that may be able to help you reach the audiences you want.

• Then use the different platforms to benefit your business and make you less vulnerable to algorithm updates that can prevent your posts from being seen.

Chat away on Twitter

A microblogging and social networking platform that encourages its audience to share posts (known as Tweets) and engage with other users.

JOHN: ‘I would only recommend exploring Twitter when you have Facebook and Instagram established and can repurpose content that you produce for those platforms. Twitter is not a visual platform, so it’s not ideal for showcasing work. However, it is highly interactive and great for conversation, and salon owners could use it as a support channel – asking questions and having direct conversations with clients, followers and the public.’

RESOURCES

• NHBF blog –Channel your creativity and get your salon noticed: nhbf.co.uk/ youtube

• John Hallberg’s blog on social media for salons: thesalonbusiness. com/socialmedia-for-salons

CHANGE OF SCENE

Thinking of redesigning your space, giving it a refresh or opening a new location? Those in the know share their advice on getting it right –and why it matters.

WORDS KAYE MCINTOSH

Creating a new salon, or refreshing your space, is an exciting challenge – but it’s easy to get it wrong. How can you use your imagination without blowing the budget?

Set a budget

First, work out what you’ve got and cost everything you want. Include a contingency of at least 10%, as there are always unforeseen expenses (see the budget planner in Resources).

Try to have as little construction work as possible, says Francesca Corteen, lead interior designer at REM UK. ‘Moving utilities is a big job, so we try to recommend a layout based on current drainage and power points.’

Natalie Hamilton, co-owner of Chapter One Hair Spa, which has three salons across East Lothian and Midlothian, says the budget for her latest salon, in an old ballroom, ‘grew arms and legs quite quickly’. There were extra costs because it was a historic building, and the high ceilings required a sprinkler system for fire regulations and scaffolding for painting.

CASE STUDY

‘I WOULD 100% DO IT AGAIN’

Natalie Hamilton, co-owner of Chapter One Hair Spa, opened a new luxury salon in an old ballroom.

They kept their grey walls and monochrome theme found in their other salons. Natalie says: ‘I love the buzz of designing and opening a new salon. It’s hard work but the adrenaline keeps you going.

‘We fell in love with the space. We were drawn to the high ceilings and beautiful windows at either end. It feels really bright and airy.’

Natalie was determined to bring

Design matters

Your look should appeal to clients from the moment they walk past or see your socials – but think about the experience, too. ‘Consider your target market,’ says Francesca. ‘Is it luxury, high end and relaxing, or is it about getting as many positions in as possible and quick turnaround?’

Christopher Lairds, owner of the November Collective in Livingston, near Edinburgh, says: ‘Design is not just colourways and furnishings, it’s how the space works and feels.’ He was able to design his salon from scratch, working with the developer (results above right and opposite). ‘It was important for the salon to be functional and efficient while still feeling luxurious and welcoming.’

Bad design, on the other hand, can make people unhappy – and awkward spaces or poor lighting can even cause accidents.

the key positions into the room, not lined along the walls. ‘Using the body of the salon creates a more luxurious feel for styling positions. From any angle in the room you can see the glorious arched windows.’

Her top tip? ‘Get the right people on board. Your builders need to know and understand you. There’s nothing worse than discussing something with a joiner or decorator and then you come back and it’s not what you wanted.

‘Get to know them before you commit. If they aren’t right, it won’t be right.’

How long will it last?

How often do you want to update your salon? ‘A timeless design will last,’ says Francesca. ‘Think neutral colours and natural surfaces such as wood and marble – nothing fussy.’

If you want to refresh your look regularly, she says, ‘go for a laminate and fabrics that work with different colours and styles. That way you can keep your furniture while changing the wall finishes, lighting and decor.’

And when it comes to furniture, light colours may look great, but will get tired sooner. Francesca advises trying it out first. ‘Comfort is important, so you need to visit a showroom or a stand at a trade show before investing.’

Remember lighting

Think about how much natural light you get and how to use it – it’s great for make-up positions. You will need task lighting in positions where stylists and clients need to see clearly, as well as mood lighting. Decorative elements, such as a statement chandelier, can make a real impact.

The redesign of the November Collective, Livingston

Colour me beautiful ‘Choose colours you like. Don’t go for a design because everyone else has it,’ says Francesca.

Light colours create a feeling of space, while bold colours make an impact. If you want to prevent strong colours from becoming overpowering, you could have a couple of feature walls in a striking shade and continue it through towels and accessories.

Reception is key Reception is the first space your client sees – what feel do you want here? Softer lighting creates a relaxed mood, while a statement desk makes clients feel they’ve arrived. ‘You need smart storage in the right places’, says Francesca. Clutter gives a poor impression.

Designer or DIY?

You may have a strong vision, but designers bring insights, contacts and ideas to the table, helping you create a salon that is functional and stylish, maximises space and

DESIGN IS NOT JUST COLOURWAYS AND FURNISHINGS, IT’S

HOW THE SPACE WORKS AND FEELS

RESOURCES

• NHBF Salon design and fit-out guide: nhbf.co.uk/ salon-design-guide

• NHBF blog – Make a big difference to your salon reception with little extra touches: nhbf.co.uk/ extra-touches

achieves the best layout. On the other hand, doing it yourself can be satisfying.

HOW TO STAND OUT

H OW

• Think about what you like. The natural look is on trend – mixing light woods with metals – but ensure you express your style and personality if opting for trends.

• Kerb appeal is vital – focus on your signage and window display.

• Choose your reception desk carefully –it’s the start of your client’s journey.

• Design doesn’t stop with the space and the furniture – carry it through from gowns to products and coffee cups.

• Clients increasingly expect the experience to include tech: tablets, in-mirror TVs, colour displays, pedi spa chairs – it can be worth investing here.

CASE STUDY BE YOURSELF

Elsa Larkins, owner of the Dapper Fox barbers in Wandsworth – a Salon Design finalist at British Hairdressing Business Awards 2022

Elsa says: ‘Be original – it’s easy to copy someone else. Create a moodboard with everything you like.’

Elsa chose copper mirrors, painted the ceiling black and covered the walls in wooden pallets. There’s a pool table and a bar, as well as a tattoo studio. ‘People have asked where we got certain items, such as the bricks and bar materials, and although I’m flattered, we spent days, weeks, months designing this. It’s important that people have their own vision.’

See Dapper Fox and other inspirational designs on pages 44 and 45.

Have you created a style that’s a bit different? Something you're particularly proud of and want to shout about? Then post a picture to Instagram with the hashtag #salonfocus and your shot could end up on these pages.

@nashwhite Warwick

@thedapperfoxbarbers Wandsworth

@shepherdsgrooming Birmingham

@blaccandblond Birmingham

@kropperbarber Wandsworth

@salon.ginger Bromsgrove

@thebohemianssalon Deptford

@kendricks_of_rochford Rochford

FASHIONABLE

Whether you embrace them or buck them, we take a look at the latest trends.

OR A FAUX PAS?

HIGH STREET LOVE

NOSTALGIA’S HERE TO STAY

Inde beau trend the r Britis list o UK, w fifth. expe share one i and s desp

Independent hair and beauty businesses are trending and leading the reinvigoration of British high streets. According to figures, barbers top the list of growing independent retail categories across the UK, with beauty salons coming in second and nail salons fifth. The reason? Shoppers get positive in-store experiences that they can’t get elsewhere. The research shared by SME insurer, Superscript, found further insights: one in four shoppers confirmed that hairdressers, barbers and salons will continue to bring them to the high street, despite the rising cost of living.

BARBERS: LOCAL HEROES

As highlighted above, barbers are leading the invigoration of the high street. Here’s a look at the numbers…

premises were opened between 2017 and 2021 by barbers and nail and beauty salons

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Harking back to the good old days was the overarching mood seen on the catwalks for autumn/winter 2022. While the numerous 90s and 00s influences on hair and make-up have been trending for a while, the term 'nostalgia' will, of course, have different reference points and meanings for clients depending on their age, experiences and interests – so be prepared to walk down memory lane with some of your clients this season.

TIKT

TIKTOK TRENDS

Is it even a trend if it isn’t dominating TikTok? One of the most popular beauty looks currently is the ‘siren eyes’ trend, which has more than 203.1 million views. The 90s supermodel eye make-up look involves creating cat-like elongated shapes with eyeshadow and eye-liner – sharp or soft depending on the desired effect. Another trend racking up views (300.9 million) is 'slugging', which is the application of a sealant-type product (like Vaseline) at the end of your beauty routine to act as a barrier to help problem skin.

The net total of units attributed to barbers on the high streets across the UK in 2022

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THE LATEST KEEPING YOU IN THE KNOW

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PURPLE REIGN

Seasonal hair colour trends can often seem predictable (think beach curls for summer), but this autumn/winter, Thomas Hills, Director of TH1 Hair in Surrey, predicts that ultraviolet will be a stand-out hue for the upcoming season. ‘From purple rinse to indigo, it’s a look I see trickling down into the salon for clients looking to banish the winter blues,’ he says. He adds that the colour is perfect for fairer skin tones, with balayage a great option for clients preferring a more natural look for the new season.

PUR Seas pred this a Hair stand purp down the w colou balay more

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GLITZY, GILDED AND GOTHIC

OTHIC

thanks

The h

While shimmery and sheer ‘glazed doughnut’ nails were the viral trend breaking the internet this summer thanks to Hailey Bieber, the look is set to continue into autumn/winter. The difference this season will be varying shades, including blues and whites. Other trends to look out for include metallic hints, with brushed on foil finishes, cuticles lined with chrome glitter, and half-moons highlighted in gold. The classic white-tipped French manicure will also be in demand, as will its gothic antithesis, black tips – perfect for winter.

rise in barber numbers on the high street compared to five years ago

HAD ANY THOUGHTS ABOUT WHAT YOU’VE READ? TELL US ON OUR SOCIAL MEDIA PLATFORMS @NHBFSOCIAL

MANAGE CLIENT EXPECTATIONS

Award-winning hair session stylist, educator and founder of WIG London Lisa Farrall

explains how you can set out what is realistic and achievable to clients who want the same ‘instant’ results they see online.

The rise of social media means we are now living in an era where celebrities and influencers can seemingly change the colour, length and even texture of their hair overnight. But switching from dark to platinum blonde in the blink of the eye, for instance, isn’t as simple as Kim Kardashian has made it seem. So how can you ensure clients aren’t left disappointed when they have a very specific vision in mind? Lisa, who’s worked with plenty of celebrities herself, gives us her top tips.

1CONSULTATIONS ARE CRUCIAL

A consultation is where we start to set out what is realistic, what is achievable and what the client’s ideas are compared to our own. Often, our version of what someone wants for their hair and what we think will look good can be completely different. In a consultation, we can figure out history, the expectations and the path to get there. And of course do that all-important allergy test.

2ALWAYS COMMUNICATE CLEARLY

We have to be completely open with clients. If someone has black hair and wants to go blonde, it is achievable, but hair health is key. Plan a journey together and tell them, ‘This is what your hair will look like after the first appointment, the second appointment, the third…’ Don’t over-promise or rush the hair. Explain it is never a ‘no’, but a ‘not

right now’. Using visual aids is really helpful, as sometimes words can be lost in translation. But be aware that Instagram photos clients show you may have been edited or filtered.

OFFER CREATIVE SOLUTIONS

In my time, I’ve had clients bring in pictures of dogs because they want highlights the same colour as their pet’s

fur. I’ve had clients who want a colour that I just don’t think will suit them. But there is usually always a creative solution. If a client wants a red shade that you think their skin tone is too warm for, maybe offer babylights around the front. Use an app to demonstrate why you think different cuts and colours will look better on them. All you can do is give your advice, though. Individuality is a choice and sometimes clients just want what they want!

4BE TRANSPARENT ON PRICING

It is vital to talk about pricing with a client to ensure they’re clear about the entire journey. If someone wants a high maintenance colour or style, discuss the price consequences that come with that during the consultation. Personally, I think a treatment should always be included in a colour so I make that transparent in my pricing. I also include aftercare prices too, with the option to include the shampoo and conditioner.

5THINK LONG-TERM

Map out the full route so your client can fully commit. As well as price, talk about the length and number of appointments they need. They may not understand the price tag that can come with maintenance, aftercare and upkeep of a massive service – and sometimes this price tag may change their mind.

6STAY CONFIDENT

RESOURCES

• NHBF blog – The importance of client consultations: nhbf. co.uk/clientconsultation

• NHBF Client experience guide: nhbf.co.uk/ client-experienceguide

• NHBF Example consultation, allergy alert and industry tests record card: nhbf.co.uk/ consultationallergy-alert-testexample-card

You’re the expert, so don’t move from your ground too much. Your client is entitled to their opinion, so if the energy is off and you really don’t want to do what they want, it is okay to suggest they go elsewhere and find someone who will do it. In some ways it’s like dating; we’re not always going to be a perfect match for clients. Don’t be afraid to say, ‘I’m not for you.’

TAKEAWAY TIPS

• Reassure clients of your expertise by telling them of similar success stories.

• Use the client consultation to ensure you’re on the same page with the same outcome image in your head.

• If your client is set on a style that won’t suit them, reach a compromise that isn’t a carbon copy.

YASEMIN HASSAN

The up-and-coming awardwinning apprentice on her late entry to the industry and her passion for gender-fluid hair.

Barbering was the one job… that I said I wouldn’t do when I was younger. Because my mum was a barber, and my grandad was a barber, I really didn’t want to do what they did.

But now I’m an apprentice… at Joe and Co in Soho. I was in recruitment before and enjoyed the money but, after an experience in a cool salon in Stoke Newington, I couldn’t believe how different it was to my grandad’s old-school barber shop. Looking for a new challenge, I decided to give barbering a go.

It turns out I’m not too bad… as I recently won the Raw Talent Barbering Competition 2022 in the postgraduate category, which I came runner-up in last year. I’m also the Concept Hair Barber Level 3 2022 winner and the Fellowship Hair 2022 Spotlight winner.

I love how hair makes an impact… on you, your identity, and the way that you view yourself. Being able to provide a service that makes someone feel good – even at a time when their life or situation might not be so great – is amazing.

Being able to explore myself creatively… as a barber is fascinating. Coming from the corporate world and having to conform to a certain look, I love that I can be myself in this industry, and that clients will gravitate to me for my services because they like what I do and who I am, as opposed to me trying to fish for a client.

I’ve grown such a passion… for doing creative, longer haircuts for men, and combining barbering and hairdressing (which I’m now

studying too). I like being able to be more gender-fluid with my work and making the hair suit the person, not their gender.

Apprenticeships are so important… because you really get the time to learn on the job and grow within that team and salon. I like to ask questions and I like to watch, and as an apprentice I get to do that.

I came into the industry as an older starter at 25… which I was concerned about. It was a massive change for me – I had to move back in with my parents, and I was attending college with 17- and 18-year-olds. But I think this made me more motivated to learn and progress, because I felt that, being older, I had no time to waste.

A big influence has been… Hayden Cassidy, as she was the first female I came across in the industry doing the kind of stuff I wanted to do. And, obviously, Joe and Charlie at Joe and Co, because they strive to be great at everything – from consultations and customer service to haircuts and latest trends.