TH E ES SENTIAL MAGA ZI N E FO R SALO N OWN ERS
BELIEVE IN YOURSELF SUMMER 2021
How salon and barbershop owners can boost shaky confidence
P22: FRONT OF HOUSE Maximising income with a warm and welcoming service
Cover_SUMMER 2021_Salon Focus.indd 1
P26: MALE GROOMING Demand for men’s products and services is booming
P37: DIVERSITY Is your salon welcoming to the LGBTQ+ community?
15/06/2021 09:30
REPLACEABLE WITH REPLAC CEABLLE CUSTOMISABLE CUS MISABL COLOUR OLOUR SLEEVES
Scan the QR code for loads more info
SF.Summer21.002.indd 2
divapro.co.uk
14/06/2021 15:11
SU M M ER 202 1
contents
THE CUT 5
44
Hello and welcome President Ian Egerton on refocusing, resetting and rebuilding salon and barbershop businesses after a difficult year
6
The 12 things you need to know this issue
37
Surveying the pandemic’s impact on businesses, and the benefits of mental health first aiders
22 Front of house
THE BUSINESS 18 Boosting confidence
COV STORER Y
Feel the fear and do it anyway – standing tall and showcasing your skills to the public
From maximising bookings to providing that personal touch, front-of-house staff give your business the edge
THE INSPIRATION 40 Mood board Take a look at some of the first post-lockdown creations
3
26 Male grooming How to take advantage of booming interest in make-up and grooming for men
29 Encouraging openness Building strong relationships with clients will ensure they keep coming back
32 Recruitment 3 With the industry facing a skills gap, businesses should be thinking about recruitment and retention now
34 Happy thoughts 3 Industry professionals share the things giving them cause for optimism right now
42 What’s trending New products and the latest market trends: from 80s power shades to ‘skinimalism’ and awards season glam
44 How to... Cut down on no-shows – and recoup those losses elsewhere
THE NHBF 47 Round-up Key news and messages from the NHBF, including free webinars and our support of Allergy Awareness Week
THE END
37 Diversity 3
29 3 Contents_SUMMER 2021_Salon Focus.indd 3
Is your business LGBTQ+ friendly? Here’s how to put staff and clients at ease
50 60 seconds with... Hairdresser and Gogglebox cast member Ellie Warner
SALONFOCUS | SUMMER 2021 SAL
14/06/2021 16:20
SF.Summer21.004.indd 4
14/06/2021 15:11
HELLO A ND W ELCOME T HE CU T
NHBF PRESIDENT The magazine of the National Hair & Beauty Federation
IAN EGERTON
LOYALTY WILL BE KEY TO HAIR, BEAUTY AND BARBERING BUSINESSES THRIVING AGAIN
"
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
INTERIM DIRECTOR OF MARKETING Lucy Watson-Smith lucy.watson-smith@nhbf.co.uk 01234 834386
ince the last issue of salonfocus, much has changed, with clients walking through our salon doors once more. And while numbers ebb and flow, we’re hearing positive vibes from salons across the country. With lockdowns behind us (hopefully) and people adjusting to salon life, it is time to refocus, reset and rebuild our industry. The NHBF has everything you need to support your business, with guides, checklists and resources readily available at our online shop. We will be by your side as we move forward, keeping you updated and letting you know what those updates mean for you. Our Members’ strength and resilience has been amazing and is something I am immensely proud of. We’ve showed our sector’s value and importance to clients. Now, more than ever, clients appreciate their visits, seeing the friendly faces of those who care for their wellbeing. We must build on that momentum and continue to develop positive relationships with clients so they keep coming back. Client behaviours may have changed over the last year, so loyalty will be key to hair, beauty and barbering businesses thriving again.
S
EDITORIAL Editor Emma Godfrey emma@salonfocusmagazine.co.uk Deputy editor Katie Smith Assistant editor Hollie Ewers Content sub-editor James Hundleby
DESIGN Lead designer Carrie Bremner Picture researcher Claire Echavarry
ADVERTISING advertising@salonfocusmagazine.co.uk 020 7880 6230
PRODUCTION Production director Jane Easterman Account director Will Hurrell will.hurrell@redactive.co.uk 020 7880 6248
PRINTER Manson Group, St Albans
COVER ILLUSTRATION Carrie Bremner
© The NHBF 2021 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.
In this issue, you’ll find advice on what tactics work best when it comes to improving and maintaining client loyalty (page 13). Clients visit time and again because you are experts in the services you offer, but sometimes staff experience a knock in confidence, for a number of reasons. We can help with ways to boost self-confidence (page 18), helping lift that burden and freeing the mind to prosper once again! First impressions count when new clients visit salons and barbershops, so it’s crucial to get your front-ofhouse service right (page 22). We may not always recognise the financial implications of a client’s experience, but it should not be overlooked. Being open and honest with them, and for them to feel they can be the same with you, is part of the ‘client experience’. Whether it’s the consultation before a service or listening to clients’ previous experiences, there are plenty of tips for encouraging openness on page 29. Thank you for sticking with us – we’ve lots of exciting things in the coming months, so I look forward to sharing more soon.
5
SALONFOCUS | SUMMER 2021
5 Welcome_SUMMER 2021_Salon Focus.indd 5
14/06/2021 16:23
TH E CU T N H B F S U RVE Y
THECUT The 12 things you need to know this issue... 6
SALONFOCUS SALONFOCUS | | SUMMER SPRING 2019 2021
6-7 The cut_SUMMER 2021_Salon Focus.indd 6
15/06/2021 12:40
NHBF S URVEY T HE CU T
STATE OF THE RY INDUSTRY A month before lockdown restrictions began to ease and salons opened their doors again, the NHBF carried out a survey to assess the impact of the pandemic on businesses. We take a look at your responses and the delicate and divided future of the sector.
Finances Nearly half (46%) of respondents were unsure if their business would survive until the end of social distancing. Almost one in four salons (23%) were not earning enough to cover outgoings, such as rents, overheads, staff costs and stock, with 38% just about breaking even. Only two in five businesses were making a profit.
Employment One in six (16%) business owners have made redundancies as a result of the pandemic, with only two in five able to rule out further redundancies when furlough ends. To save costs, 59% of employers have cut staff hours.
NHBF chief executive Richard Lambert says: ‘Financial stability will be the key to returning to profit and stability. Hopefully, most hair and beauty businesses that have been able to return to work will have enjoyed record income. However, they need the chance to get their heads above water. As things stand, they’ll have to start paying rent arrears and the debts and loans accrued over the last year just when business rates relief and furlough come to an end. ‘Tackling this tsunami of financial obligations under long-term social distancing requirements will scotch any chance for the industry to be profitable. It will be even less likely that businesses will have the resources, capacity or financial ability to take on or keep apprentices, putting the future skills of the sector in real jeopardy.’
7
Read the full results of the survey at nhbf.co.uk/ state-of-the-industry-2021
IMAGE: GETTY
46% were unsure if their business would survive until the end of social distancing
59%
of employers have cut staff hours, to save costs
SALONFOCUS | SUMMER 2021
6-7 The cut_SUMMER 2021_Salon Focus.indd 7
14/06/2021 16:24
TH E CU T N E W S
WAGES
2
Having witnessed the waste of tools and products left backstage at fashion shows, hairstylists Sarah Jo Palmer and Christopher Deagle set up Re=Comb to turn plastic waste into combs and piks in gorgeous marbled designs. See re-comb.com
Concerns over increasing rates
8
The results of another NHBF survey have further underlined the hardship felt by business owners. The wages survey, conducted in May, revealed Members’ experiences and issues of wage rates. Key findings will be passed on to the Low Pay Commission, which makes recommendations to the government about future increases to the National Minimum Wage and the National Living Wage (NLW). Here’s what you had to say: Unsurprisingly, respondents were most heavily impacted by the most recent 23+ wage band increase from £8.72 to £8.91 in April. Two-thirds of owners say the recent lowering of the NLW threshold from 25+ to 23+ was poorly timed when businesses were just thinking about reopening.
39%
say wage rates should be frozen to give businesses a chance to recover
Only 9% were in favour of the next forecasted increase from £8.91 to £9.42 in 2022, with most saying wage rates should be frozen to give businesses a chance to recover (39%). Self-employment looks to be on the rise, with only around two in five ruling out moving to this business model over the next 12 months. 85% predict the pandemic will continue to have an impact on their employment patterns and wage costs into the future. The NHBF has used the results to call for more focus on supporting businesses to recover from the pandemic, keeping people employed and avoiding a future skills shortage.
Mia Neal and Jamika Wilson were the first black women to win hair and make-up Oscars for Ma Rainey’s Black Bottom, about one of the 1920s’ few openly lesbian black performers.
Invasive non-surgical cosmetic treatments such as dermal fillers and toxin injections will be banned on under-18s this year. The NHBF campaigned for this and will work with the Department of Health and Social Care to inform salons.
WHAT’S HOT, WHAT’S NOT
Read more on the wage survey results at nhbf.co.uk/rising-costs
85%
Eight in 10 Britons want to ban plastic sample sachets, and more than four in five, in a poll of 2000 over-18s, said the government should not ignore their impact on pollution. See sackthesachet.com
predict the pandemic will continue to have an impact on their employment patterns
3
8 TheCut HotNot_SUMMER 2021_Salon Focus.indd 8
The eight barbershops taking part are based in Croydon and have been trained to give blood pressure checks and takeaway health information. Project lead Nicola Thomas, LSBU professor of kidney care, said: ‘It is the trusting relationship that customers have with their barbers that is so important.’
IMAGES: SHUTTERSTOCK / ISTOCK / GETTY
BARBERS TO TEST BLOOD PRESSURE A project training barbers to measure blood pressure and give advice to clients has been launched by London South Bank University (LSBU). The initiative will target black and Asian men, who are disproportionately affected by high blood pressure and more likely to go undiagnosed.
4
It’s not just the pandemic that’s impacted our mental health. A recent report showed that eczema and acne can lead to depression and time off work.
Apprenticeships have taken a hit during the pandemic, with more than half (55%) of businesses cutting them, according to the NHBF. Read more about our industry survey on page 6 and turn to page 17 for an update on apprenticeships.
SALONFOCUS SA SALONFOCUS | | SUMMER SA SPRING 2019 2021
15/06/2021 12:41
SF.Summer21.009.indd 9
14/06/2021 15:12
SF.Summer21.010.indd 10
14/06/2021 15:12
5
W ELLBEI N G T HE CU T
Creating understanding I’m aware of the importance of mental health as I’ve suffered from anxiety myself. I wanted to offer my team at Mewies & Co in Charnwood, Leicestershire, the opportunity to undertake some mental health education, as well as invest in training to create at least one MHFA for our salon.
Offering support My wife and fellow salon owner Jemma has trained as an MHFA, as has our office staff member Nicky Czerpak. We wanted our team to feel that they can always approach us as the salon owners with their problems, but also have someone who isn’t management to confide in. Mental health first aid is a training programme that teaches members of the public how to help a person developing a mental health problem or experiencing a worsening of an
DAN’S TAKEAWAY TIPS
IMAGES: SHUTTERSTOCK
ON A BUSINESS LEVEL Promote an open-door policy Keep an open mind and don’t be afraid to think outside the box Be more visual Find time for your team ON A PERSONAL LEVEL Maintain a healthy diet Exercise regularly Ensure you have a positive support system of friends/family Regular timeouts when needed Stay hydrated
MENTAL HEALTH
Approachability
FIRST AID FOR THE MIND Why salon owner and NHBF Member Dan Mewies has invested in the training of mental health first aiders (MHFAs). existing mental health problem. It doesn’t teach people to treat or diagnose conditions, but how to offer initial support until professional help is received or the situation resolves.
We have an open-door policy, which is about being available and approachable. We’re a team of 12 but we haven’t grown so big that we can’t talk to each other. You unintentionally become a therapist when you listen to clients’ worries or problems sometimes six, seven, eight times a day. We want to make sure that the team has a release too and can come to us if they need to get it off their shoulders.
11
Salons should consider it Don’t be afraid to invest in MHFAs, because the reward is a happier team. It may not be as obvious as investing in an extra chair in the salon, but offering something like a mental health awareness course can provide your team with a more positive and proactive outlook. This, in turn, can create a busier salon. For more information on MHFA training, visit mhfaengland.org Keep an eye out for new articles, blog posts and webinars on mental health at nhbf.co.uk/back-to-business-mental-health Check out the Health Assured app, which is free to Members via NHBF Rewards, and hosts a range of supportive mental health and wellbeing resources: nhbf.co.uk/rewards
SALONFOCUS | SUMMER 2021
11 TheCut MHFA_SUMMER 2021_Salon Focus.indd 11
14/06/2021 16:26
ADVE RTO R IA L
AIRPOP
COMFORT AND PROTECTION e have been wearing face masks, shields and sanitising for well over a year now. Masks are a necessity in the hair and beauty industry, not only to protect our clients but ourselves too. Most masks are uncomfortable, they hurt our ears, glasses wearers have the additional problem with fogging – and some masks are so restricting they make our faces sweat. The AirPop has none of these issues. AirPop is not only an effective mask it is comfortable too. You can use the same mask all day (eight hours) then take it home, pop it in the washing machine at 30 degrees or even hand wash it, and you are good to go for another eight hours. You can even buy a case to hygienically store your mask when it’s not in use.
W
12
Another benefit with th the AirPop design is that it covers rs your lips without touching them, em, meaning you can still talk to clientss and be easily understood. You can still wear make-up without worrying about smudges and smears and for people with dry skin conditions they can still wear lip balm protection. Not only are they fashionable and practical, AirPop Pocket Mask was also rated Best on Test in the Which? lab tests conducted in May. In their independent tests the Pocket Mask filtered 99.9% of bacterial particles before washing, and 94% after five washes. And it’s still light and easy to breathe in. Read more at bit.ly/ Which-recommended-facecoverings Turn to page 46 for the AirPop advert.
REVIEW
GREAT PRODUCT I saw the news article about face masks and ordered the AirPop immediately online. I have noticed a huge improvement on other masks I have bought. The AirPop is a superior face mask – better breathing, better in every way. I strongly recommend the AirPop.
REVIEW
COMFORTABLE, STURDY MASK I’ve tried many different brands of masks since the requirement to wear one in most instances. This mask fits well and is very comfortable if worn for extended periods. I would recommend this product. SALONFOCUS | SUMMER 2021
12 Advertorial_SUMMER 2021_Salon Focus.indd 12
15/06/2021 12:42
6
MEMBER QUESTION
CLIENT LOYALTY T HE CU T
You asked, red they answered What tactic will boost client loyalty? Two specialist business coaches answer the big question…
PENNY
Software packages make it easier to analyse your clients’ service patterns to promote or provide a customised experience. Use your software to record anniversaries or important occasions and make that information work for you as impactfully as you can. Send out handwritten birthday cards, get well cards and even fun holiday postcards when you know your client has (eventually) had a holiday.
ETHERIDGE Penny Etheridge Creative Business Consultancy
Keep it personal. I’m hearing it more and more – people are much more impressed with a salon when they seem to really know the staff. So stop just using your computer as a till or for storing colour records and begin thinking of it as the best conversation you can have with each and every one of your customers.
IMAGE: GETTY
RESOURCES To read the NHBF’s blog on loyalty lessons, go to nhbf. co.uk/loyalty-salon-clients To watch Penny’s webinar on how to grow a loyal clientele, visit nhbf.co.uk/ events/webinars Read more on client loyalty in the ‘Yours faithfully’ article in the Autumn 2020 issue of salonfocus.
ahead or, worse still, letting the client leave with no long-term plan. It only takes a simple process to nurture loyalty in this way.
SUSAN
ROUTLEDGE Susan Routledge Consultancy
As a professional, you must get to the core of your clients’ wants, needs and expectations, and together create a plan which cements that loyalty bond. Long-term booking is key. I work with many salons that are booked solid for more than six months by formulating a plan with their client and then booking up all the appointments. Clients automatically value their appointment times when they are on a journey with you, and no-shows become a thing of the past. Your reputation and status are raised due to the scarcity of appointments as your booking system is filled up. Long-term booking makes clients feel special and valued because it shows you are committed to helping them and that they are important to you. It highlights that you’re looking to achieve your clients’ goals rather than booking just one appointment
13
Do you have another ‘big’ question you’d like us to ask the experts? Send it to hollie@salonfocusmagazine.co.uk
TOP TIPS
CLIENT LOYALTY CHECKLIST Understand the importance of client loyalty Take steps to find out what your clients really think Make your salon clients feel special Always do consultations – even with longstanding clients Ask for post-appointment feedback and deal with any complaints straight away Don’t rush clients out the door – aim to book them in again before they leave If you have a loyalty scheme, keep it simple and publicise it well Tailor loyalty scheme rewards to suit individual clients Use salon software to make client retention hassle-free – and don’t forget to comply with GDPR.
SALONFOCUS | SUMMER 2021
13 TheCut MbQ_SUMMER 2021_Salon Focus.indd 13
15/06/2021 12:42
7
TH E CU T N E W S
Social media ia is ttop op business priority ority
Hair and beauty professionals are investing n esting in their social media profiles to grow their businesses, according to an industry survey. Almost half (44%) of respondents will try to grow their social media presence this year, while 35% see building up their profile as the best opportunity for growth. The survey, carried out by salon supplies wholesaler SimplyHair, questioned more than 500 professionals. It found that 89% of owners think social media has a ‘(very) strong’ influence on a client’s salon choice.
What’s more… The value placed on social media is influencing other areas – 85% of hair professionals believe that brand and salon design influence a client’s choice. 86% say high-quality photography attracts higher-paying clients. Three-quarters say Instagrammable interiors attract higher-paying clients.
88% agree that offering a range of specialist services, such as hair extension fitting, helps attract clients. Most professionals agree that showing technical talent attracts clients – 94% believe before and after pictures influence how clients choose a salon. Lower on the list was web development, suggesting owners no longer see their website as their main virtual presence.
14
8
SUSTAINABILITY
A clean break A shock diagnosis for a family member 10 years ago was a wakeup call for salon owner Lisa Phillips to begin her toxin-free journey.
WHAT? I wanted to create a toxin-free environment – body and mind – for my team and clients when I set up Ora Hair in Surrey in 2010. It wasn’t until 2011, when my mother was diagnosed with Parkinson’s disease, that I researched more into the impact of toxins on our health. I found out that exposure to various metals could be related to the disease, while a study of factory workers suggested
long-term exposure to trichloroethylene could be associated with it too.
WHY? I didn’t want to find out in years to come that chemicals used in the salon had contributed to any illness. We only use paper foils for our colouring techniques, which are reused up to three times and then used as notepaper. Our bowls and tint brushes are made from
bamboo – the fibres are naturally antibacterial so don’t need chemical treatment. Meanwhile, our eco showerheads have a filtration system that reduces chlorine, sediment, rust and sand, promoting cleaner water.
change in the condition of our clients’ scalp and hair – from sensitive and irritated scalps, or flaky with excess sebum, to healthier scalps that promote strong hair growth. When it comes to grey coverage using non-toxic colour, I think the result is better as the hair is left in amazing condition – you just have to learn how to do things a little differently. Would you like to share your sustainability journey? Contact @nhbfsocial or marketing@nhbf.co.uk
IMAGES: SHUTTERSTOCK / ISTOCK
RESULTS? We have seen a
SALONFOCUS SALONFOCUS | | SUMMER SPRING 2019 2021
14 TheCut WiseWords_SUMMER 2021_Salon Focus.indd 14
14/06/2021 16:29
INTERNATIONA L Q&A T HE CU T INT
10
INDUSTRY ADVICE
WISE WORDS
WELLBEING
Heart and mind
Whether it’s a simple phrase or something more poetic, there are some expressions that stay with you for life.
Rebecca Beardsley is a California-based hair and C make-up artist and founder of Up Your Salon f Game and Haircuts with Heart. She talks about what’s important as we get back on track.
HELEN SCOTT Owner, High Society Hair & Makeup, Mirfield ‘A client doesn’t pay for what you cut off, they pay for what you leave on.’
AMY WEBB Owner, Candy, Nailsworth and Stroud ‘Never stop educating yourself and everything else will follow.’
JASON TAYLOR-MATTHEWS Barber, Double Take Barbers, Ipswich ‘You can please some of the people all of the time, you can please all of the people some of the time, but you can't please all of the people all of the time.’
MARTIN WALLIS-KEYWORTH Owner, Less than Zero Barbers, Chesterfield ‘Sometimes things are missed in the end-to-end client engagement supply chain, especially when it comes to customer service. Remember that we work in the services sector and customer service is key to building a good client base.’
ROBYN WATSON Owner, South Lakes Salon, Grange-over-Sands ‘Speak your truth. When you speak your truth, authentically, you show others that you are responsible, that you can be trusted, and that you trust others enough to show your genuine, vulnerable self.’
9
14 TheCut WiseWords_SUMMER 2021_Salon Focus.indd 15
Salons are open and demand is high. what’s your advice to professionals for managing their stress levels?
Under the pressure of needing to build up your revenue again, the impulse is to overwork, say yes to every client, stay late, come in early and skip lunch. But I see this as a time to reorganise how we do business and make much-needed changes – like scheduling lunch, raising our prices and adding new service bundles that might support our retirement. The time is here to incorporate practices that support our wellbeing. It’s not just about lifestyle, it serves our mental health. You specialise in hair and make-up – which is your biggest passion?
I love broadening my menu, rather than narrowing it – I’ve found it to be a more sustainable approach to business. Variety keeps me engaged, and most clients prefer to see one person for all their beauty needs. During the pandemic, did you find yourself losing motivation for, or confidence in, your work?
Not in the least. In fact, hearing and seeing the struggles of other
professionals across the globe ignited my passion for supporting them. The impact on our industry has been devastating and the fallout continues. The forced time off not only created stress but caused many professionals to analyse their career and level of satisfaction.
15
How did you advise other professionals who reported these feelings?
I encouraged them to stay engaged with their clients, and to get creative. Write. Meditate. Exercise. The times require us to stay healthy while navigating uncertainty and supporting our mental health. What’s the most valuable lesson you’ve learned during your career?
Anything is possible when you allow yourself to dream big. Everything I’ve accomplished began with what seemed a far-off idea. Exploring the different areas of opportunity within the industry allowed me to hone my skillset and meet a wide variety of people. For more tips on how to boost your confidence, go to page 18.
SALONFOCUS | SUMMER 2021
14/06/2021 16:29
SF.Summer21.016.indd 16
14/06/2021 15:13
A P P R E N T I C E S H I P S T HE CU T
APPRENTICESHIP SUPPORT
8 80% of ttheir time training ‘on the job’ and 20% ‘off the job’, quat equating to one day a week fo for full-time apprentices. However, hair professional, beauty therapist, and beauty and make-up consultant apprentices stuck in gateway can now complete their EPAs without close contact assessment until at least the end of August 2021. Caroline Larissey, NHBF director of quality and standards, said: ‘All EPA organisations – City & Guilds, VTCT, TQUK – have already opened their booking portals, so employers in England can get apprentices booked now for their EPAs.’
TRAINING ON THE JOB The NHBF supports greater flexibility for hair and beauty apprentices in England to complete their end-point assessments (EPAs) during the pandemic. WHAT? Trailblazer steering groups, the Institute for Apprenticeships and Technical Education (IfATE), stakeholders and regulators have agreed further dispensations and discretions for hair and beauty apprenticeship EPAs. WHY? During lockdown, only theory training could be completed. Now the intention is for the on-programme learning and EPAs to be delivered in the usual way where possible, with apprentices spending
ENCOURAGING EMPLOYERS Each UK government has provided incentive payments to recruit new apprentices. In England, employers will receive £3000 for new employees of any age who started their apprenticeship between 1 April and 30 September 2021. This is in addition to the £1000 that
WHAT’S NEXT? IfATE will review whether further extensions are required monthly and provide three months’ notification of any decision to change. The earliest any flexibilities, including the new hair and beauty measures, could be withdrawn is the end of August. For more on apprenticeships, check out the NHBF education hub at nhbf.co.uk/apprentices-and-t-levels Members also have access to a range of resources for apprenticeships including apprenticeship agreements, guides and contracts. Turn to page 32 for more on recruiting people to the industry.
employers already receive for hiring an apprentice aged 16 to 18, or an apprentice under 25 who has an education, health and care plan, or has been in the care of their local authority. In Northern Ireland, the New Apprenticeship Incentive Scheme is available to all employers, who are eligible for up to £3000 for each new apprenticeship
opportunity created from 1 April 2020 to 31 March 2022. In Wales, apprenticeship incentives will run until 30 September 2021 and vary depending on age and contract of employment. See bit.ly/Walesapprenticeship-incentives In Scotland, applications for the Apprentice Employer Grant have now closed.
WELLBEING
Personal care services could reduce sick days
17
The NHBF, British Beauty Council, UK Spa Association and BABTAC have published a report on the benefits of personal care services for mental health and the economy. Key findings include: Mental ill health is the UK’s largest cause of disability, contributing up to 22.8% of the burden, compared with 15.9% for cancer and 16.2% for cardiovascular disease. There is evidence that touch therapy and massage can have ave an effect on reducing mental ental health problems. It can also n al o address fatigue, compromised pro ed immune issues, and prepr and nd post-menopausal problems b and improve cancer therapy. he y. Touch and massage therapy era could reduce mental health alth problems by 10%, avoid 1.76 million sick days and save the UK £10.5bn.
12 2
Read the full report at bit.ly/ PCS-and-mental-health-report
SALONFOCUS | SUMMER 2021
17 TheCut Training_SUMMER 2021_Salon Focus.indd 17
15/06/2021 12:43
TH E BU SI N E S S B O O ST IN G C O N F IDE N C E
E
mily Shelley, beauty therapist and owner of British Beauty Suffolk, has a mantra: ‘If you don’t look after yourself first, how can you be expected to look after others?’ ‘Wellness is a huge part of the industry,’ she adds, ‘and I feel we should practise what we preach.’ This is particularly important when it comes to the confidence of salon and barbershop owners and their employees. ‘Most of us have to deal with a lack of self-confidence in our careers,’ says Richard Lambert, NHBF chief executive. ‘You can encounter many challenging situations working in a salon or barbershop. Some you will have trained for, but inevitably some you will not.’ Clients who are ‘unhappy no matter what you say’, returning to work after a leave of absence, with new rules to follow and no chance to ‘ease yourself in’, impostor syndrome: all of these can affect anyone, no matter their social status, work
18 WORDS ANNA SCOTT
Why might salon and barbershop staff lack confidence, and what can be done about it?
BELIEVE
IN YOURSELF SALONFOCUS | SUMMER 2021
18-19 Cover feature_SUMMER 2021_Salon Focus.indd 18
15/06/2021 09:31
BOOSTING CONF IDENCE T HE BU SI NESS
background, skill level or degree of expertise, Richard explains. ‘Hair and beauty professionals are in the spotlight from the moment they greet the client, expected to be multi-skilled, knowledgeable, up to date with the latest techniques or products, while being an entertainer, confidante or agony aunt,’ he adds. ‘Knowing they have to be constantly at their best, and that they are always competing for the client’s business, can create a sense of pressure and stress, which may result in them questioning themselves.’ A lack of confidence can ‘spread like wildfire’ through a salon, Emily says. ‘As a team you work together, just like an engine. If one part isn’t working correctly, other parts fail too.’ Its effects are long term, according to consultant Susan Routledge, author of The Little Book of Client Retention: Salons, Spas and Clinics. ‘It often results in undervaluing treatments and team members, throwing out offers to boost the treatment sales rather than upskilling and being so knowledgeable that clients are blown away.’ Stylists will go through the process with little motivation or concentration, and fail
to retain clients, she says. ‘It’s key to get to the root of the problem to help employees flourish.’
Assured thing Robert Rix, owner of The Master Barber’s Shop in Southport, says the best way to support a staff member who lacks confidence is to assure them that they are part of a team and their contribution to the business’s success is valuable. ‘Collective support and camaraderie are the key elements of team success,’ he says. ‘Doing your first shave on the shop floor is quite a step to take for any trainee,’ he adds. ‘We pride ourselves in our shaving skill, but even the most proficient of us have had to take that first step. The support we give to these staff members has been adapted over the years.’ Confidence is boosted when colleagues support each other. ‘Have a set of courtesy standards that are rules for how everyone treats each other with positive talk,’ says Susan. ‘Set aside time for the team to go through treatments, training and products and they can all help each other with hints, tips and tricks for the best treatments. Celebrating positive team achievements can be a big boost, as can the salon
CASE STUDY
TIPS FROM A THERAPIST One important early lesson for Emily was taking charge of her own treatment room. ‘When a client comes in for a treatment, they are coming into your treatment room. You command the room, not aggressively, but clients are in your space and you are in charge.’ ‘I remind myself of this whenever I have a difficult client,’ she explains. ‘I also remind myself that I am allowed to ask a client to leave at any point if I feel uncomfortable. And I will ask myself: “Would I let someone speak to me like this normally?’’'
Going back to work after lockdown, Emily had a ‘huge lack of confidence’ in her ability to do her job and return to full-time hours. ‘It’s tough when you’ve been away from work for a little while and it is completely normal to feel this way. Most importantly, it’s okay to feel nervous about returning.’ She asked herself ‘Can I do it? Do I remember how?’, and reminded herself that she has done it before and can do it again. ‘One great thing to do is remind yourself how far you have come – where you started and where you are now. This is something we don’t do enough.’
DOS AND DON’TS
TEAM CONFIDENCE Find out what makes you and your team members tick Check that your team members are okay – they might not say if something is wrong Get staff to write affirmations about themselves and others and put them on the noticeboard or dotted around the staff room Listen to and validate both staff and clients If someone has done a good job, tell them, and if you have done a good job, tell yourself
19
Underestimate the ability of you or any of your team Assume you and your team know everything Ignore staff needs, or fail to follow through on promises or feedback Forget that training can really help boost confidence Presume that everyone will respond in the same way
SALONFOCUS | SUMMER 2021
18-19 Cover feature_SUMMER 2021_Salon Focus.indd 19
14/06/2021 16:31
TH E BU SI N E S S B O O ST IN G C O N F IDE N C E
"
owner or manager simply thanking the team.’ Mikaela Martin, owner of Ginger Rabbit salon in Buckinghamshire, gets her team to write a list or sticky notes about their worries. ‘Once they’ve written them all down, we can go over each of them and fight the fear. We call it “issues and tissues”,’ she says. Clients can help too. ‘Testimonials and reviews are such a great way to boost confidence and raise your reputation, and clients love to feel part of the business,’ Susan says. She recommends listing team members’ achievements and sending them out to clients in a newsletter, and surveying clients to get their feedback.
THE MORE YOU LEARN, THE MORE CONFIDENT YOU WILL BECOME. A HAIR AND BEAUTY PROFESSIONAL SHOULD BE CONTINUALLY DEVELOPING THEIR SKILLS
20 SUPPORT
BOOST THE CONFIDENCE OF SALON STAFF The NHBF offers a wide range of news, blogs, webinars, advice, resources and toolkits to help salon owners and staff, including: Back to business resources Consultation, allergy alert and industry test toolkits Employment and consumer law Financial guidance Apprenticeships Client experience Inspirational coaches – visit nhbf.co.uk/business-coaches Robert Rix, owner of The Master Barber’s Shop, uses the NHBF’s legal helpline and the workplace pensions scheme aid on a regular basis. ‘We know that if we have a problem, be it work- or staffrelated or legal, there is always some way the NHBF can assist us,’ he says.
‘Managers and owners should invest in people management training,’ Mikaela says. ‘Any negative feedback should be structured in a ‘jam sandwich’ format where you look at some positives, then deliver the negative, followed by a positive plan brought together and a review date.’ Richard agrees: ‘The more you learn, the more confident you will become. A hair and beauty professional should be continually developing their skills, knowledge and competency levels as they work on the shop floor.’ This is particularly important because confidence is not always a given for stylists and beauty therapists who have more experience. Mikaela explains: ‘Sometimes you have got all your knowledge and then you come in and you make one mistake that eats you up inside.’ Richard adds: ‘You, and only you, control your own destiny. Self-confidence is all about believing in yourself as a hair or beauty professional.’
RESOURCE Performance appraisal form: nhbf.co.uk/ performance-appraisal
IMAGES: SHUTTERSTOCK
Relearning confidence
SALONFOCUS | SUMMER 2021
18-19 Cover feature_SUMMER 2021_Salon Focus.indd 20
15/06/2021 09:32
wants to hear from you Do you have some s expert advice for your fellow salon owners that you’d love to share? Or maybe you would you like to be interviewed for f the magazine?
21 We’re looking to add even more NHBF Member experience and expertise to the articles for the magazine. We would love you to come forward if you think you’ve got something to say from a barber, hair or beauty perspective – we want to hear from you all. You would be adding invaluable depth and insight and shaping the magazine’s content direction. Could you help? If so, please email the magazine’s assistant editor Hollie Ewers at hollie@ salonfocusmagazine.com with your suggestions or for further information.
SALONFOCUS | SUMMER 2021
18-19 Cover feature_SUMMER 2021_Salon Focus.indd 21
15/06/2021 09:32
TH E B USI N ES S F R O N T O F H O U S E
A
traditional front-of-house role, such as a receptionist, is reactive – greeting clients and taking telephone bookings. But with 32% of people wanting to book online and 46% of bookings taking place out of hours (see ‘The right tools’ on page 34 of the last issue of salonfocus), that role is changing. ‘Front of house is the starting point of the client journey and a vital business function,’ says Carole Taylor, founder of salon training provider ClientWave. ‘The role has moved to being more proactive, focusing on filling slots, maximising bookings and monitoring rebooking rates.’
A warm welcome
22
Ryan Harris, owner of Harris & Fox in Aberdeen, has a full-time salon coordinator in Becca Walker. ‘As we got busier, we realised we needed someone on reception,’ he says. ‘With Covid-19 it’s been important to have Becca to greet people and limit interactions. ‘She has a business support role and helps with marketing ideas and bringing in new clients. It’s definitely made me
WORDS CHRISTINA SALZANO
After a year of virtual bookings and consultations, and with software becoming more integrated into salons and barbershops, what is the future for front of house?
FROM THE FRONT
SALONFOCUS | SUMMER 2021
22-24 FoH_SUMMER 2021_Salon Focus.indd 22
14/06/2021 16:32
F RONT OF HOUS E T HE BU SI NESS
more productive.’ For salon owner Suzanne Badder, taking on a receptionist has been a revelation. Suzanne has run The Salon in Bunbury, Cheshire, for 13 years but took on 78-year-old Jill Day when the pandemic struck. ‘I’ve used software for bookings, but Jill is amazing,’ she says. ‘She sanitises everywhere and takes people’s temperatures. ‘Everybody loves Jill and I have time to take on more clients. She’s made a big difference to my business.’
Rescuing dead time The average hair and beauty salon is busy 60% of the average working week, leaving 40% downtime, says David Drew, NHBF business coach and consultant at Impact Business Coach. ‘What we do is hair and beauty services, but what we’re actually selling is time,’ he explains. ‘If we don’t utilise and monetise our time effectively, we’re going to be struggling to derive a decent profit and survive. ‘Front of house, reception, customer care, manager, whatever you want to call
RESOURCES NHBF guide to delivering outstanding client experience: nhbf.co.uk/clientexperience-guide Salon software guide: nhbf. co.uk/salon-software-guide
it, that person focused on managing time effectively for the business and upselling at every opportunity is of critical importance. They’re not a cost, they are a benefit.’ Carole agrees. ‘Not having someone leads to lower levels of customer service as there is nobody focused on rebooking or upselling services.’ Without that designated person, corners could be cut at vital moments in the customer journey, explains David, especially during busy periods such as post-lockdown reopening. ‘The welcome is very important. And the last impression is critical. The farewell – getting the rebooking
THE FACTS
THE HUMAN TOUCH
50% On-site rebooking leads to 50% more spend in a 12-month period
23
42% of clients would pay more for a friendly, welcoming experience
74% IMAGES: GETTY / SHUTTERSTOCK
of clients want more human interaction with businesses
32% One in three clients say they will walk away from a brand they love after just one bad experience
SALONFOCUS | SUMMER 2021
22-24 FoH_SUMMER 2021_Salon Focus.indd 23
14/06/2021 16:33
TH E B USI N ES S F R O N T O F H O U S E
CASE STUDY Marguerite Marshall, owner of Stones Hair and Beauty in Loughborough, brought in daughter Mia Sutton as a receptionist five years ago and saw the business grow by 75% in the first year. ‘I always wanted someone on front of house and didn’t think we could afford it, but now I’d never go back. ‘Mia is so productive and in control of our business. She manages the
24
TIPS FOR SUCCESS
A FRONT-OF-HOUSE STAFF MEMBER SHOULD...
whole team and is my eyes and ears. ‘She pays for herself 10 times over because she doesn’t leave gaps in the bookings. She will book to the advantage of the salon rather than the stylist. ‘Many stylists are rushing off to their next client whereas Mia will spend time with people and in terms of retail, she sells like there is no tomorrow.’
before the client leaves – is another big lost opportunity.’ An in-salon booking leads to 50% more spend in a 12-month period, says Carole. Front-of-house staff can be responsible for ensuring that rebooking. Increasingly, salons are giving over reception space to retail, and front-ofhouse staff can ensure clients go home with recommended products. The customer journey is increasingly important. Clients now base their loyalty not on price or product but on their experience. From easy online booking to a friendly farewell, salons need to consider all the touchpoints in that journey.
‘As a result of the changing world, front of house adds to the experience being offered. It’s a bit like a maître d’ in a restaurant,’ explains David.
Software plus human touch For salons with limited space or owners who are stylists, software or a ‘digital employee’ can help manage tasks, run the appointment calendar and keep client records up to date. Again, see ‘The right tools’ in salonfocus Spring 2021 for tips on how to choose the correct software solutions for your business. This can be found on the NHBF website. David sees the way forward as personalising services with front-ofhouse teams and using salon software to ensure a smooth and happy customer journey. ‘Salon software is often only being used to 10% of its capability – as a glorified booking system, not as a piece of management software to run the business more effectively.’ And making your service memorable could be adding the personal touch to automated systems. ‘People want to be able to book online when it’s convenient for them, but they also welcome that personal interaction with somebody bothering to call them or send them a message,’ says David. ‘We need software with a human touch.’
Be given a clear job description – is the role purely customer service or does it include being a manager or business support? Be approachable, with empathy and great communications skills Be presentable and organised Agree with your ethos on customer service as this will help drive the business forward Show tech literacy or be willing to learn salon software and produce reports. Being social media savvy or interested in marketing and brand is a bonus.
SALONFOCUS | SUMMER 2021
22-24 FoH_SUMMER 2021_Salon Focus.indd 24
14/06/2021 16:33
ADVERTO RI AL
AUDIO POWER So you have a phone, and it rings. That’s a great start. How old is the handset you have currently sitting within the reception desk or area? speak to one of your team, b) they do aybe you do not see the value not have access to the internet or social in updating this part of your media, or c) they may want to ask a business, as your phone rings question or be looking for a bit of and does what it should. As advice, something that cannot be long as calls are coming through and the answered by a booking platform. line works, that’s fine, right? Let us ask It’s vitally important that you do you this question: have you ever not neglect this portion of your client wondered whether your client base. It’s quite likely that this is still a experience is as strong as it can be? foundation of your business, if you Do you even care about this factor? look at this area in detail. Maybe it’s not one you’ve considered Your phone line is one of your vital important, or as important as other assets, your key salesperson, and areas of the business. That’s absolutely remains the gateway to your business. fine – you know your business better With that in mind, this is where Salon than anyone else. Telephone Services can help you and We’ll assume that you’re marketing your business. to your clients via email and on social By introducing audio marketing media, but the phone side has been left messages into your business, your behind. It’s just the classic ‘ring ring… clients ring ring’, isn’t it? client will be met by a professional welcome When was the last time you pro r: e message that can be used called your own salon to hear m ff o S p e c ia l what your clients experience? U p to Is there any room for improvement (be honest)? fo r N H B F Yes, social media plays a key e m b e rs M part in all of our lives these days, and with the booking process now available around thee clock through an online service, you are quite rightly catering for all clients. You are giving them the choice as to how they can book in with you. However, it does miss one key factor.
M
as a subtle sales tool. It can also be used to deliver key information on your in-salon safety measures and protocols, in just 10 seconds or so. That’ll also take away any pressure from your front-of-house team, and result in a professional, standardised message being heard by each and every client who calls. This avoids any mixed messages, as each of your front-ofhouse staff is likely to have a slightly different telephone answering style. To hear an audio message in action, call our demo line now on 0204 506 4510. To order your free audio sample, visit salontelephoneservices.co.uk/thefacts and start to #pamperyourcallers and generate more sales. Salon Telephone Services is committed to helping every salon we work with to improve your clients’ caller experience. We are a proud NHBF Member and specialise in providing a full end-to-end solution, consisting of everything from professional audio marketing and messaging to updating your in-salon telephone technology. We also offer salon-grade super-fast business broadband and Wi-Fi solutions, ensuring your salon has no Wi-Fi ‘dead zones’. We provide dedicated guest Wi-Fi networks, keeping you and your businesses data safe, along with inclusive call bundles, so you’ll be in full control of your expenditure from day one.
25
20% OFF
HUMAN INTERACTION We know a percentage of your clients choose to do business with you over the phone because a) they simply prefer to
SALONFOCUS | SUMMER 2021
25 Advertorial_SUMMER 2021_Salon Focus.indd 25
14/06/2021 16:33
TH E BU SI N E S S M A L E G R O O M IN G
WORDS SAM WEBB
26
More men are grooming and wearing make-up – so how can salons and barbershops get an edge?
H
ollywood heart-throb Channing Tatum, K-Pop superstars BTS and even former US president Donald Trump are among the millions of men who now use make-up. The male make-up and grooming sector has exploded in the last few years – in the UK alone its market value increased by nearly £100m between 2015 and 2017. Chanel, Tom Ford and Marc Jacobs have all unveiled beauty collections for the male client, and the trend is showing no signs of slowing down as more and more influencers and celebrities reach for the concealer. From Monuskin’s facial scrub to Osmo’s grooming tonic, there are a range of hair and beauty grooming products that salon and barbershop owners can use on, and sell to clients. So what other opportunities does this phenomenon present to salons and barbershops?
K R A M 175% DID YOU KNOW? Between 2019 and 2020, searches for ‘men skincare’ rose 175% and ‘makeup for men’ rose 86%
SALONFOCUS | SUMMER 2021
26-28 Male grooming_SUMMER 2021_Salon Focus.indd 26
14/06/2021 16:35
MA LE G ROOM ING THE BU SI NESS
N A M A F O
£500M
DID YOU KNOW? The UK male grooming market was worth an estimated £500m in 2019 – £2.2m more than the previous year
CHRIS
O’SULLIVAN
27
Director of Grizzly’s Male Hair Salon in Horsham, West Sussex, which specialises in contemporary grooming for men
DANNY
GRAY Founder of War Paint, a British make-up brand for men
Our brand is growing fast: our sales quadrupled during lockdown. When I started up, hardly anyone was talking about men’s make-up, but once people talk about it, it becomes the norm. Look at skincare – 20 years ago, men barely used moisturiser. If you’re a forward-thinking barber with good clients, you need to be offering them something exciting and new, and showcase products clients are going to love. You can easily demo make-up because you can instantly see how it works, whereas skincare and other products can sometimes take months to show results.
DANNY’S NNY’S
TOP TIPS Keep itt sim simple. We en concealer recommend pen and tinting moisturisers as upsells. These are basic products that are easy to apply Don’t forget older clients – 32% of our clients are over 50 Or women. A total of 35% of War Paint products are bought by women for their other halves.
Men are more conscious of their appearance now and you can see men’s make-up is going to become more popular. We always try to gauge our clients and see what they want, and have added eyebrow and nose waxing services since we opened three years ago. It just needs a big influencer to say ‘I use this’ – someone like CHRIS’S Cristiano Ronaldo or TOP TIP Tom Hardy – and make-up for men Training is key. It’s will take off. pointless just holding We will put it out stock without training there if it’s something staff in its use, clients want and we especially if it’s a can make money subject men need from it. It is at its advice on. Men are early stages, but just going to want it to a few years ago men look ridiculously weren’t moisturising natural and there or conditioning their is no point stocking hair. We like to be something without ahead of the pack. having the knowledge.
SALONFOCUS | SUMMER 2021
26-28 Male grooming_SUMMER 2021_Salon Focus.indd 27
14/06/2021 16:35
TH E BU SI N E S S M A L E G R O O M IN G
JANENE
HAWKINS Owner of Heavenly Hair Styling in Saxmundham, Suffolk
Men are appreciating who they are and what they need. Our clients are showing interest in manicures, pedicures, eyebrows, exfoliation and facials, and we encourage them to look after their skin. Eyebrow grooming is a simple service to get on board with, particularly as part of an upsell. Make-up is next. It’s important to build these services into what we do for every client. Once they see someone else use it, they
28
will follow. It takes the stigma away. Make-up may be what they need to feel good. It changes a person, it improves their confidence. It has a positive effect on men’s mental health. We sell a lot of moisturisers, skin balms and facial cleansers. We do it as an introduction service. When they are at the basin we might ask if they want a cleansing facial and that encourages them to try balm.
JANENE’S
TOP TIP Think ethical. We try to be sustainable and source British. People are buying into ethical and sustainable products. They are more knowledgeable about it than they have ever been.
SHIMOL
KANUGA
STEPHEN
HANDISIDES
Director and beauty therapist at Guys and Dolls and Bangs, both in East London
With lockdown now eased, social occasions will gradually increase and the demand for male SHIMOL’S grooming products will be reignited. TOP TIPS Men have always been interested in their Carry out a local appearance, but this has survey to tell people been intensified by social about the range of media. It has become services you might important for men to offer and find out ‘invest’ in themselves in an what clients would image-conscious society. like your business Men are embracing the to provide salon and spa experience. Create promotions The ‘in and out’ mentality that encourage of a barbershop is becoming existing clients to a thing of the past. bring the men in their Salons dedicated solely to lives into your salon male grooming services and Stock professional products are a relatively new male or unisex development in the UK, and grooming products potential clients may be to help with unaware of what is on offer. client retention.
Male grooming expert
The pandemic has changed the face of the beauty sector. Men have had more time to think about their appearance and have invested more heavily in themselves. There is nothing like going to the barber for a wet shave, and I have seen a rapid growth in barbers and men’s salons opening. Barbers must be careful not to miss out on the STEPHEN’S revenue from men who want to invest in TOP TIP themselves. Meanwhile, salons that have men as Experiment with your clients always tell me they marketing. Salons spend a lot of money, take need to use different advice from professionals, language and images and are extremely loyal. when they communicate Who doesn’t want good with their male clients retention like this in using email campaigns their business? and on their websites.
SALONFOCUS | SUMMER 2021
26-28 Male grooming_SUMMER 2021_Salon Focus.indd 28
14/06/2021 16:35
ENCOURAGING OPENNESS T HE BU SI NESS
BE TOLD WORDS EMMA BENNETT
In our ‘keep calm and carry on’ culture, not all clients will say if they’re not happy. How can hair and beauty professionals say goodbye to the awkward smile and hello to honest feedback?
29
H
ave you ever eaten a cold meal in a restaurant and, when the waiting staff asked if everything was okay, nodded an enthusiastic ‘yes’? We’ve all been there. Not wanting to make a fuss, despite having had a mediocre or poor experience, is a typically British trait. And it’s nowhere more common than in the hair and beauty industry. Why are clients wary of giving stylists, therapists and barbers negative feedback? Social psychologist Dr Sandra Wheatley says it’s a cultural thing. ‘Many people in Britain realise politeness is key, so if you’re going to have an emotional
SALONFOCUS | SUMMER 2021
29-31 Openess_SUMMER 2021_Salon Focus.indd 29
14/06/2021 16:39
T H E BU SIN E S S ENCOURAGING OPENNESS
TOP TIP
30
FRANKIE response it had better Find out what clients be about something important. On the like and don’t like scale of life events, about their hair. Then getting your hair done sit down facing them at a little shorter or darker the same level for a two-way than you wanted is conversation. Don’t stand talking minor, because it will to their reflection in the mirror. If grow back. you think something won’t work ‘Add to that the social with their hair type, tell them awkwardness of saying – but give an alternative option. “This isn’t what I wanted” and it can knock someone’s confidence. If I couldn’t explain it properly before they cut or coloured it, what can I say differently, now it’s done, to make myself understood?’ While mistakes can often be rectified, the potential impact on a salon is huge – with dissatisfied clients less likely to return. How can business owners create an atmosphere where clients feel able to speak up? Be yourself For Frankie Harmon, owner of Francesca Celeste in Kidderminster, connecting with clients on a personal level is the best way to ease tension. ‘I’m a bit of a people pleaser,’ she says. ‘I have always wanted to build that relationship with the client where they feel comfortable and can say what they don’t like. ‘It’s about being polite and friendly, being yourself and talking to them like they’re a person, without too much scientific jargon. I’ve never had anyone complain, but it’s something I’ve always worried about because I strive for perfection. I’m always encouraging clients to be honest. ‘It stems from doing a good consultation and giving them realistic expectations. I say I’ll do my best to give them the hair of their dreams, but what they want may not always be achievable.’
Keep it simple Anoosha Ghalansoui, owner of Wharf Clinic, a non-surgical cosmetic clinic in Canary Wharf, London, agrees that the consultation is everything. ‘We give as much information as we can because clients need to understand what they’re getting. Treatments will have different results on different people depending on their age, genes and so on. So having a consultation for at least 30 minutes, using simple rather than technical language, is very important.’ Getting this right, and agreeing expectations from the outset, can go a long way to avoiding bad feeling or emotional damage to both the client and professional. ‘A lot of people have issues around body image,’ says Sandra. ‘You may be someone who believes your hair
SALONFOCUS | SUMMER 2021
29-31 Openess_SUMMER 2021_Salon Focus.indd 30
14/06/2021 16:39
ENCOURAGING OPENNESS T HE BU SI NESS
is integral to how you (and others close to you) define yourself – you may think longer hair makes you more attractive. If your hairdresser cuts off more than you want, that could make you feel that others will perceive you as less attractive. And that can have a significant negative impact on your wellbeing.’
Be open Anoosha agrees: ‘If someone has had a previous bad experience elsewhere, they may be worried about speaking up. It’s best to establish openness early on, to encourage clients to tell us if they have concerns or issues. If they go home unhappy, that creates a stressful situation and bad feeling for them, and they may not come back.’ While Frankie believes clients can be open with her about her service, she says it works both ways. ‘Twice in my career I’ve thought “That’s not quite the colour I wanted” and I’ve had to build up the courage to say, “I’m not 100% happy, do you mind if I put another toner on?” And they always appreciate that. Honesty really is the best policy.’
TOP TIP
ANOOSHA Ask clients to leave a review – if it’s positive it makes us happy, and if not it helps us improve. After a course of treatment, we encourage clients to come back for a free assessment.
ADVICE
SIMPLY ASK WHY Director of 365 Education, Ken West The client who doesn’t return is the complaint you never heard. Many salons never follow up with non-returning clients to ask: ‘What could we have done differently?’ To improve client retention, you must understand why clients have not come back. So how can you do it? Well, you only get the right answer if the right person asks the right question, and the stylist who lost the client is never the right person. They are too emotionally attached and will tend to defend instead of ‘listening to hear’. You need a trusted and experienced person who has emotional intelligence and a real desire to find out the facts, not to try to convince the client to return. That battle is probably lost. What you need to prevent is the loss of future new clients.
31
ADVICE
GETTING IT RIGHT Francesca Celeste client Charlotte Smith Frankie is so friendly and open, so I always feel I can say anything to her. There’s no awkwardness, and if I’m not into something she wants to do, I can say so. We’ve built up a rapport and I trust her. Some places can talk to you as if they know what you should have, and if you say you want something else you feel silly. I got lash extensions for my wedding from a fancy London place, and they were too subtle. But when they asked if I was happy, I said yes because I was intimidated. I left feeling deflated that I’d spent all this money and not got what I wanted.
SALONFOCUS | SUMMER 2021
29-31 Openess_SUMMER 2021_Salon Focus.indd 31
14/06/2021 16:40
TH E BU SI N E S S R E C R U IT M E N T
THE
As salons and shops have settled back into business, is now the right time to think about recruitment? We speak to those in the know.
RIGHT TALENT WORDS KATIE SMITH
32
IMAGE: GETTY
M
ore than half of businesses had to cut apprenticeships during the pandemic, according to the NHBF’s survey of more than 2000 Members in March. The industry risks a significant skills gap if this is not addressed through wider recruitment incentives and support for employers. ‘A lot of salons have been struggling because they’ve been locked down, so they’re focusing on themselves and their staff, and not even thinking about recruiting,’ says Caroline Larissey, NHBF director of quality and standards. Many salon owners are wary about taking on staff because they want to see how things develop, she says. Some have apprentices who have been on furlough and want to progress with them. On the flip side, those businesses that are looking to recruit are seeking senior
SALONFOCUS | SUMMER 2021
32-33 recruitment_SUMMER 2021_Salon Focus.indd 32
14/06/2021 16:36
RECRUITM ENT THE BU SI NESS
hairdressers and therapists, Caroline says. ‘There are only so many people who can work in a salon, and the majority of salons are very small. You’ve got to do a risk assessment and think about how many people you can fit in. ‘You’ve got to think about who’s going to make the most profit for you and that means you’re going to have to have a fully qualified stylist or therapist who’s going to be able to do everything.’ Emma Brady, recruitment services specialist for the hair industry, agrees: ‘Salons are looking for the “finished article” to service their clients.’
Skills shortage While there may not be a substantial recruitment drive at present, businesses need to think about it now, Caroline argues. ‘We have to have more people coming into the industry. My worry is that we’re going to have a skills shortage because of Covid-19 – there’s been a big chunk of learning missed.’ The concern, she explains, is that ‘we’re not going to have enough people’ in a year or two, when things are normal. Emma, who launched Choose Hair in 2017 to encourage young people into the hair industry, says: ‘There are definitely more roles than there is a talent to fill them. It’s not just a Covid-19 issue – this has been creeping up on us for years. We really need to take action now. TOP TIP
EMMA BRADY Choose Hair
‘Invest time in making sure your adverts are attracting the right candidates. Too often, salon owners place a three-line advert and expect people to apply. The days have gone now where reputation alone entices applicants.’
‘Inspiring students from a young age is critical for us to keep our sector alive. We need to focus not just on school leavers but also on students who are far younger. By the time students have reached year 11 and are ready to leave school, they would have had many touchpoints with careers leaders and advisers.’ Emma works with students as young as primary school age to demonstrate the skills and knowledge it takes to be a hairdresser (see Early learning, below).
Sector support The NHBF is working on a sector skills strategy to look at what skills are required and what the industry needs to support recruitment going forward.
‘We’re looking at what careers information we can give to help people’s understanding,’ Caroline says. ‘We’ve done a lot of work on qualifications, age requirements and progression routes, and trying to promote how fantastic it is working in the industry.’ How is recruitment likely to develop in the next year or so? ‘There’s been a huge increase in people looking at and going for anti-stress treatments,’ Caroline says. ‘That’s going to be a huge recruitment area – wellbeing – because there’s a focus on mental health currently.’ Emma adds: ‘Salons will have to adopt more flexibility on working hours and conditions for potential candidates. Salons that invest in their current team will be in a better position to retain staff and entice members to join. It’s a candidate’s market at the moment. With such a shortage of talent, salons need to grow from within.’
33
OUTREACH
EARLY LEARNING Hairdressing teacher Jo Gardiner-Irving recruits initially from a year 5 and 6 primary school open evening, where students visit her high school in Essex and take part in a hands-on training session. She started volunteering as education liaison ambassador for Choose Hair to showcase the career paths of real people. She now uses the campaign’s videos in lessons to raise aspirations and help students gain an insight into career pathways in hairdressing. ‘It is vital the industry makes more positive connections,’ she says. ‘I would advise salon owners to contact schools to see what they can offer them,’ she says. ‘They could send apprenticeship vacancies to the head of year 11 between April and May for summer starters.’
RESOURCES NHBF Members have access to a range of resources, including apprenticeship agreements, contracts and guides: NHBF 2021 state of the industry survey: nhbf.co.uk/ state-of-the-industry-2021 NHBF guide to recruiting: nhbf.co.uk/recruit-the-rightsalon-team NHBF guide to taking on an apprentice: nhbf.co.uk/ taking-on-an-apprentice NHBF education hub: nhbf. co.uk/apprentices-and-t-levels For tips on writing adverts and interview questions, see jobsinhairdressing.com for salon recruitment and choosehair.co.uk for apprentice recruitment
SALONFOCUS | SUMMER 2021
32-33 recruitment_SUMMER 2021_Salon Focus.indd 33
14/06/2021 16:37
TH E B USI N ES S H A P PY T H O U G H TS
REASONS TO BE 34
What makes you happy? What are you thankful for? Leading industry figures and NHBF Members reveal what’s putting a smile on their faces right now.
SALONFOCUS | SUMMER 2021
34-36 Happiness_SUMMER 2021_Salon Focus.indd 34
14/06/2021 16:41
HA PPY THOUG HTS THE BU SI NESS
RICHARD LAMBERT
ANNE VECK
ERROL DOUGLAS MBE
NHBF chief executive
NHBF ambassador and salon owner, Oxfordshire
Owner of Errol Douglas London
As restrictions ease this summer, I’m looking forward finally to getting out and meeting NHBF Members around the country. Technology has been a wonder for enabling us to run a trade organisation while locked down, but life through a screen is too far removed from the reality of the sights, sounds and smells that help a newcomer understand what it’s like to work in the sector. I will be so grateful at last for the opportunity to visit salons and barbershops, get an insight into life from the perspective of those who work there, and give people the chance to talk to me about what they want and need from their federation.
I’m happiest about seeing all our lovely clients back in the salon! It’s so motivating to see how much the public value our industry and my hope for the future is that we’ll continue to be taken seriously as the professionals we are. At an individual level I am extremely happy that our wonderful apprentices can now carry on with their careers. They have been working hard during the lockdowns, but you can’t learn everything on Zoom!
CAROLYN SWEENEY Owner of Creations, Chichester
We have now learnt to value what we love most and to get the right work/life balance. Once you grow a client base full of raving fans, you can work when it suits you and your lifestyle, and when charging the right prices you can earn your worth – how many jobs can give you so many different directions and so much flexibility?
It is certainly going to be a year that is remembered – not for all we have lost in terms of friends or business, but the lessons we have learnt in terms of lifestyle. How much closer did we get with our family members, and how joyous was it not to eat alone at the table because of the insane working hours you kept? To go for daily walks, listen to the birds, witness nature changing – stopping to admire the blossom reappearing on the trees – has been priceless and life affirming. We have been blessed with a new level of understanding of what is important.
35
HELLEN WARD NHBF ambassador and managing director at Richard Ward Hair & Metrospa, London
I’m very grateful that the team are all back together and that Sloane Square, where the salon is located, is packed with people in the bars and cafes. We were all so used to taking human interaction for granted. You simply can’t digitalise hair and beauty, and making people feel good is as infectious and important for the giver as for the receiver. Our bar is the hub of our salon life, so we are really looking forward to enjoying a drink or two after a hard day’s work. Cheers to the summer!
SALONFOCUS | SUMMER 2021
34-36 Happiness_SUMMER 2021_Salon Focus.indd 35
14/06/2021 16:41
TH E BU SI N E S S H A P PY T H O U G H TS
KAYE SOTOMI Co-founder and director of Chop Chop London
Despite the tremendous hardship we have all faced I am thankful for a lot of things. The past year or so has allowed me to slow down and re-engage with why I founded the business. It has allowed me to spend more time with family and friends – albeit remotely – and the team has become closer because of the greater opportunities to speak with each other and help each other. I am hopeful that the industry will bounce back, while also being more sustainable and more inclusive than ever before.
LIZ MCKEON 36
Salon business expert and CEO of Liz McKeon International Salon Business School
It’s wonderful to have full columns and waiting lists again. I’m also happy that everyone got lots of time to work on their businesses, which will be better as a result. I’m grateful for the summer months and all my amazing clients, who I can now see in person and in my classroom. However, I am grateful for Zoom, as it enabled me to continue with my work coaching salon owners all over the world. I am hopeful that we all retain the lessons learnt during 2020 and 2021.
" I'M EXCITED TO SEE THE NEW CHANGES AND GROWTH IN OUR INDUSTRY AND PROUD OF HOW WE'VE BECOME STRONGER JJON BOURNE Director/owner of Barbertown, Worcestershire
It’s great to be back doing what we do best (even if we are in PPE all day)! We are grateful for having such a loyal customer base who stayed hairy during lockdown. More of our customers are embracing their longer locks, so the type of haircuts we are doing are different and new trends are emerging – the mullet could be the new skin fade. Change can be positive, and while moving from a purely walk-in service to an online booking system was challenging, the majority of our customers and our staff now love this new way of working.
LINDSAY THOMPSON Owner of Tranquillity Beauty Studio, Pwllheli, Wales
I’m glad to be healthy, happy and positive about the future of the beauty industry, and the future of my salon. I’m looking forward to creating a better work/life balance and spending time with my family and friends, while combining my time with the job that I love. I’m also looking forward to growing my business and diversifying what I offer by introducing new treatments and product ranges. I’m excited to see the new changes and growth within our industry and proud of how we’ve become stronger as a collective – we’ll thrive.
LEONIE NORTHEY Owner of Cococheno, Bristol
The past year has forced me to re-evaluate everything, both personally and professionally. It has made me more appreciative of spending valuable time with friends and family, going on long walks, and just seizing the moment – like a socially distanced picnic after school with my nine-year-old son and a few friends. The joys of reopening the salon have been mixed with the anticipation and excitement of rebooking clients, and seeing the delight on the faces of both client and stylist after a great haircut. My hope for the future is to continue to appreciate these simple things in life.
SALONFOCUS | SUMMER 2021
34-36 Happiness_SUMMER 2021_Salon Focus.indd 36
14/06/2021 16:42
DIV ERS ITY THE BU SI NESS
A
PRIDE NOT
s the LGBTQ+ community gears up for Pride season (see Pride 2021), it’s important to remember that under the Equality Act 2010, all employers are required to ensure lesbian, gay, bi, trans and queer/questioning people are not discriminated against in the workplace. Sadly, many LGBTQ+ people, particularly trans people, still face challenges. Stonewall research indicates that over a third of LGBTQ+ employees (35%) hide or disguise the fact that they are LGBTQ+ at work because they fear discrimination, and a third of trans people (33%) have been the target of negative comments or conduct from colleagues. This is unacceptable, and all organisations – including hair and beauty salons and barbershops – need to create inclusive workplaces. So how can the profession help?
37
EVENTS
PRIDE 2021 The first Pride festival took place in London on 1 July 1972 and it’s estimated that 2000 people took part. Now, over a million people celebrate it in the capital, and Pride events take place across the country. Notable dates for this year include: Belfast Pride (31 July) Plymouth Pride (7 August) Manchester Pride (27-30 August) Pride in London (11 September) Birmingham Pride (25-26 September).
Members of the LGBTQ+ community still face discrimination, and salons and barbershops are well-placed to lead change. WORDS STEVE SMETHURST
SALONFOCUS | SUMMER 2021
37-39 LBGQT_SUMMER 2021_Salon Focus.indd 37
15/06/2021 16:59
TH E BU SI N E S S DIVE R S IT Y
CREATING AN INCLUSIVE WORKPLACE DOESN’T HAVE TO BE DIFFICCULT
KEVIN SHANTI Manager of Chop Chop in London’s Old Street
Dealing with homophobic clients We have numerous LGBTQ+ staff and there’s zero tolerance for homophobia and transphobia. If a situation arose, I would speak to the client very strongly. It’s not acceptable to come into our workspace and make staff feel uncomfortable. If someone can’t adhere to our rules, we won’t offer them our services. I would ask them to take their custom elsewhere.
38
Pronouns – go the extra mile LGBTQ+ community – such as something incorporating the Pride flag colours.
Education is key
RACHEL SHAW Owner of Mankind MG in Manchester
Make your branding inclusive Often, members of the LGBTQ+ community don’t fit into societal gender stereotypes, and it can be daunting for them to walk into a new salon. Ease anxieties by focusing on welcoming branding, such as ‘Positive vibes only’ or ‘Your needs, our pleasure’. It might also help to display artwork and literature promoting equality and acceptance of the
Educate your team and embrace diversity. Set out guidance for staff on how visitors should be treated, including the importance of greeting everyone promptly, building rapport and including them in general conversations that take place during their time in your chair.
In an emergency… Consider what you would do if faced with a homophobic client. If you needed help, who could you call, and how quickly could they get to you? Chances are you won’t ever need to, but it may ease any worries you may have.
When it comes to pronouns for trans people, we encourage staff to be mindful and patient. If you have a client who has their own preferences, go the extra mile to make them feel comfortable. I always put a note on their account so that it’s not a reintroduction every time they come in. We know who you are and how you like to be addressed, whether it’s he, she or they.
Abuse and support As an adult, I’ve only experienced overt abuse online. I usually deal with it by blocking the account and reporting it to the platform provider. Offline, I choose my spaces carefully and I’ve got my family and a network of friends for support – not to mention my colleagues. We all support each other.
SALONFOCUS | SUMMER 2021
37-39 LBGQT_SUMMER 2021_Salon Focus.indd 38
15/06/2021 09:33
DIV ERS ITY THE BU SI NESS
EMMA KOSMIN
THE RIGHT THING TO DO Head of workplace consultancy at Stonewall All salons should have inclusive workplace cultures, regardless of their number of employees. Creating an inclusive workplace isn’t just the right thing to do morally, it makes good business sense, too. We work better when we can be our true selves, and clients appreciate open, inclusive workplaces. Creating an inclusive workplace doesn’t have to be difficult – it starts with simple, everyday actions, like pledging support during Pride, recognising Trans Day of Remembrance (20 November) and offering staff diversity training. Salons can also show support by putting up LGBTQ+ symbols or flags so staff and clients know they are welcome. We know salons have come under financial pressures during the pandemic, but it’s vital that owners continue to champion LGBTQ+ staff and clients.
KERI BLUE Common Space Barbers in London’s Notting Hill, which offers inclusivity training through hairhasnogender.co.uk
Be gender inclusive We need to create a space for people who don’t fit in the gender binary. Gender-inclusive barbershops will widen your client base and reduce gender dysphoria. All people can feel comfortable and confident that they will get the haircut that makes them feel like their true self, at a price that doesn’t concern their gender.
Representative marketing People often search online for a haircut. Barbershops and salons may
offer a range of cuts and styles on different clientele, but how many represent that on social media, online or in their portfolio? A recent Hair Has No Gender survey asked, ‘Is there a lack of varied representation in the barbershop hair industry other than cisgendered males?’, to which 89% of respondents said ‘yes’. It’s an easy way to reassure LGBTQ+ clients that you can do the cut they want and that they won’t be turned away or made to feel uncomfortable.
Gender neutral pricing Changing your pricing to ‘gender neutral’ will make your shop more appealing. Pricing should reflect the client’s chosen service and the gender they identify as. This is fairer and should be financially beneficial, as it broadens your client base by not deterring clients who do not identify as male. A great option is to charge by hair length, such as changing ‘gent’s haircut’ to ‘wash and cut (short)’.
39
RESOURCES The NHBF’s guide on equality in barbershops: nhbf.co.uk/inequality-atyour-barbershop Stonewall’s guide on creating inclusive workplaces: bit.ly/Stonewallinclusive-workplaces Stonewall’s Diversity Champions programme: bit.ly/Stonewalldiversity-champions
SALONFOCUS | SUMMER 2021
37-39 LBGQT_SUMMER 2021_Salon Focus.indd 39
14/06/2021 16:44
TH E I N SPI R AT ION MOOD BOARD
IS IT INSTA GRAM MABLE? 40
@weerebelbarber Perth
@hbamysmout7 Shrewsbury
To celebrate the industry reopening, we asked to see shots of your first clients post-lockdown. Here’s what you’ve been busy creating. 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.
@anna_rocknrosehair Edinburgh
@barbers_kenneth_st Isle of Lewis
@thesalon145 Glasgow
@redshairco Ross-on-Wye
SALONFOCUS | SUMMER 2021
40-41 Mood board_SUMMER 2021_Salon Focus.indd 40
14/06/2021 16:50
MOOD BOARD THE I NSPI RAT I O N
@nadine_farquharhair Dundee
@poppyellisbrows Manchester
@beau.to.fly Wigan
@redshairco Ross-on-Wye
@kc.hairart Southampton
@beaubellesalon Newport
@hairforce1 Romford
@weerebelbarber Perth
@beautybyhannahalexandra Glastonbury
@sorella_salon_knaphill Woking
@beautybyhannahalexandra Glastonbury
@revolutionbeautyclinicipswich Ipswich
41
SALONFOCUS | SUMMER 2021
40-41 Mood board_SUMMER 2021_Salon Focus.indd 41
14/06/2021 16:50
TH E I N SPI R AT ION W H AT ' S T R E N D IN G
FASHIONABLE OR A FAUX PAS? Whether you embrace them or buck them, we take a look at the latest trends.
GUIDED BY THE GRAM 42
IMAGES: GETTY / SHUTTERSTOCK / ALAMY / ISTOCK / IMAXTREE
SKINIMALISM
BACK TO THE 80S BAC Brigh , bold and colourful, Bright -up is making a m 80s make eyeshadow return retur (again). Think coloured mascara, neon d-up pushe g addin before that’s and ffuchsia lipstick and s. If electric ‘feral’ ‘feral brows and flushed, contoured cheek more subtle blue or coral mascara is too much too soon, Similarly, with option optio s in navy or burgundy are available. it to lin – another obvious 80s fave – blending lip liner colour or becom beco e softer and merging it with the lip to the gloss will keep it modern but still give a nod on-tre on-tr nd power decade.
TREND REPORT
DIVERSITY IN BEAUTY REPORT In the year since the Black Lives Matter movement began, issues of diversity and equality have gained momentum across all industries – beauty included.
Skincare and make-up are pared down this season as the ‘skinimalism’ trend sees consumers and clients going back to basics. While glowing skin is still the desired outcome, clients may be more interested in using or buying core products due to more careful spending, as reports suggest that cleansers and toners are overtaking sales of eye serums. According to one beauty report, sales of antiacne serums increased by 51% in value in 2020 as consumers focused on skin-specific remedies.
46%
of beauty and personal care (BPC) buyers are more likely to buy from a brand or retailer that takes a stand on issues related to minority groups than one that doesn’t.
Marb e, galaxy Marbl nt g and gradie nails have come o top in a out on list of the most popular nail trends of 2021 ram. In on Instag Marbl Marb e nails 1,8 896 ng 1,832, garnered a whopping nails had y na axy hashtags, while galax nails had 249,082 and gradient na nails and nt na 230,428. Animal print geometric art nails made up the top colours, glitter five. In the hot list off colo popular, with st po nails proved the most an impressive 9,398,396 mentions. l nails, nat e natura In second place were ,312 hashtags. 42,312 which amassed 5,442 among re am Green and white were rs for 2021, lours the least popular colou m of the list. ttom appearing at the botto
13%
of adults see taking a political stand on issues relating to minority groups as one of the top three factors for a diverse beauty brand to consider.
SALONFOCUS SA LO N FO C U S | | SUMMER SALONFOCUS SPRING 2019 2021
42-43 Trends_SUMMER 2021_Salon Focus.indd 42
15/06/2021 12:39
AWARD-WINNING GLAM left to do the w Lips were talking talkin at this year’s Oscars sta took full advantage of masks not being as stars requir requi ed at the event. From berry reds, plum tones and oxbloods to natural, light and bright Other pink hues it was quite the lipstick revival. the stand-out looks from the evening included Davis, Viola from style hair wk ‘fro-ha ous gorge gorg , and Zenda Zend ya’s bottom-grazing mermaid waves short a – s tresse ed chopp newly ’s Berry Halle a micro fringe. Brad Pitt’s ‘pandemic bob and ding ponyt pony ail’ was another hair highlight accor r reaction, with his grown-out locks Tw to Twitte bun. pulled pulle back and styled in a low mini man
FALL FORWARD
New autumn looks are creeping in, as seen on catwalks from Milan, Paris and New York. Cropped cuts like the pixie and ls ultra-short buzz cuts were seen on mode at Tom Ford, reflecting how many have taken the plunge to cut off their long tresses from the last year. Classic braids and cornrows and natural, bouncy hair textures look set to continue through to the next season, too, with overstyling and straightening still out of favour for now.
23%
of BPC buyers seek out brands owned by a minority.
HAD ANY THOUGHTS ABOUT WHAT YOU’VE READ? TELL US ON OUR SOCIAL MEDIA PLATFORMS @NHBFSOCIAL
W HAT'S TRENDING THE I NSPI RAT I O N
THE LATEST
COLOUR CREATIVITY
STAYING UP TO DATE
Insta-Ready Colour is an exciting one-day course taught at the Wella Studios. In an era of Instagram filters and sky-high expectations, it’s hard to navigate through clients’ demands for dramatic colour transformations with stunning results and longevity. Learn how to fulfil their wishlists and manage their expectations to deliver results they’ll love in a salon-friendly time! Discover the next big trends and practise the latest Insta techniques. The course costs £174/€210 plus VAT and is available at the London Studio on 2 August, Manchester Studio on 15 September, and Dublin Studio on 20 July. To book, call London on 0203 650 4700, Manchester on 0161 834 2645 or Dublin on 01 416 0900.
TOP-QUALITY TRAINING Saks Apprenticeships is proud to be one of the top training providers for hairdressing, barbering and beauty apprenticeships, with more than 20 years of experience. Our mission is to offer top-quality education that not only teaches technical skills but also prepares apprentices for a successful career. We have a wide range of apprenticeship standards available, all centred around practical work-based learning. Our educators will plan and oversee your apprentice’s tailor-made programme and offer support and guidance, both online and face to face. Find out how you can boost your salon with an apprentice from Saks Apprenticeships, give us a call today! For more information, call 01325 341596 or visit saksapprenticeships.co.uk
CARD OPTIONS Looking to drive sales? Boost your brand image? Enhance your customer experience? Whatever your aim, at Swype we’ve produced millions of quality loyalty, gift and membership cards for nearly three decades and continue to be the chosen supplier for many within the hair and beauty industry. Our personalised approach matched with no minimum order quantity and express delivery options has placed us as one of the UK’s leading card manufacturers. Plus, we have an exclusive offer for NHBF Members with a 10% discount on all orders below £500. Visit swype.co.uk
43
NO CASH, NO PROBLEM It’s time to scrap the cash-only model and move yourself and your customers into the 21st century. With SumUp, accepting card payments is so simple – no more having to deal with sorting bills, making change, or tedious bookkeeping. The SumUp Air is perfect for long days at the salon; it works by pairing to your phone via Bluetooth, so transactions are logged into the SumUp app. Choosing SumUp means no contract, no hidden fees and no hassle – just easy, flexible payments. Go to sumup.co.uk/ salonfocus to learn more.
SALONFOCUS SA LO N FO C U S | SUMMER 2021
42-43 Trends_SUMMER 2021_Salon Focus.indd 43
15/06/2021 12:39
TH E I N SPI R AT ION HOW TO...
GROW DESPITE NO-SHOWS 44
Late cancellations can cost salons and shops dearly. But it is possible to minimise them and offset losses, say Jenene Crossan and Alexandra Campbell of Powered by Flossie.
1
ALWAYS HAVE A POLICY IN PLACE
Your time is valuable, and no-shows can directly affect your profitability – as well as being frustrating. Clients are used to cancellation policies in many other businesses – hotels, doctors, gym classes. Why not yours? After a year of lockdowns, it’s especially important to set this up for yourself and your business. Make sure your policy is easy for clients to find. Put it on your website and online booking system. The more visible it is, the more likely clients will be aware of it, and the less likely that they will not show.
2
INVITE, DON’T ENFORCE
An effective policy contains a: Reminder before the appointment that gives the client an opportunity to reschedule if required Clear cut-off time to reschedule or cancel by, or incur a fee.
SALONFOCUS | SUMMER 2021
44-45 How to_SUMMER 2021_Salon Focus.indd 44
14/06/2021 16:53
HOW TO... THE I NSPI RAT I O N
OUR EXPERTS
hundreds of different salons’ software systems in their network. They can then centralise data and promote appointments on behalf of their salon network through a custom-themed, front-end booking platform.
JENENE AND ALEXANDRA Jenene Crossan is co-founder and Alexandra Campbell is partner and product manager at New Zealandbased Powered by Flossie, which enables hair and beauty product companies to aggregate data from
Find out more at poweredbyflossie.com
Remember, the goal is not to enforce the policy but to receive notice that the client can’t make it. If you have a policy, the number of clients who do regularly cancel last minute or fail to show up will gradually reduce. This means you will start to acquire clients who honour the policy, start to pay deposits and show up for their appointments – the dream situation.
3
RESEARCH BEFORE SETTING A FEE Look for late cancellation and no-show patterns. If late Saturday cancellations have the biggest impact on your
NHBF RESOURCES In-depth no-shows and late cancellations guide: nhbf.co.uk/no-showcancellations-guide No-shows and late cancellations policy template: nhbf.co.uk/ no-show-cancellationstemplate
IMAGE: ISTOCK
Blog on handling no-shows and late cancellations in your salon or barbershop: nhbf.co.uk/no-show Salon software guide: nhbf.co.uk/ salon-software-guide
business and occur the most often, charge a deposit upfront. A 50% of service charge is enough to ensure you get the notice you require, but not so harsh that it would stop potential clients even booking. Don’t feel uncomfortable or embarrassed to charge a deposit or upfront fee. It shows your clients you are serious about your time and your business in the long term.
4
TRUST YOUR INSTINCTS
If a regular client misses an appointment due to an emergency, you may choose to waive the no-show fee and just rebook them. Or, if a client is a repeat offender, always charge them upfront or ask them to book online so their credit card details are taken.
5
LET TECHNOLOGY WORK FOR YOU
As well as automating reminder emails and texts, many software systems now take credit card details upfront, charge a deposit for new bookings and enforce late cancellation fees, so you don’t need to.
6
BE CONFIDENT IN YOUR VALUE
Don’t try and hide your policy to make yourself more likeable: make it clear that you are in demand and your time is precious. Make sure clients can only book online by accepting the booking policy and entering their credit card details. And state your policy in booking confirmation emails and reminders, while ensuring your team is familiar with it, too.
TOP TIPS
REPLACING NO-SHOWS See where your customer base is most active. If it’s social media, use posts and stories to spread the message of available appointment slots. Be creative to drive demand. ‘Rare restyle appointment available’ sounds so much more appealing than ‘lastminute cancellation’. It drives that feeling of scarcity.
45
Put a price on it. Package up the service most likely to fill a gap, along with its price. Giving all the details to clients upfront can help fill the spot quickly, rather than going back and forth. Example: ‘Rare appointment available this Saturday – cut and blow-dry for £XX – at 11am. Book online now!’ Make follow-up easy. Put a direct link to book online, or add your phone number to the end of the post. Don’t let late cancellations affect your confidence. The reality is that every salon has encountered this problem. By having systems in place you can reduce the amount of no-shows dramatically, and have the opportunity to protect your business and staff for when they do happen.
SALONFOCUS | SUMMER 2021
44-45 How to_SUMMER 2021_Salon Focus.indd 45
14/06/2021 16:53
POCKET MASK AWARDED
Which? Best Buy BEST ON TEST!
Prices start at £9.99 Special offer for NHBF members, 20% OFF using NHBF20 WWW.AIRPOPHEALTH.COM
Which? Lab Test Score May 2021
94% Engineered to fit, comfortable, re-usable up to 40 hours per mask, washable up to 10 times at 30 degrees by hand or washing machine.
SF.Summer21.046.indd 46
14/06/2021 15:13
ROUND -UP T HE NHBF
SPREADING NG THE WORDD We’ve certainly been working hard to get the industry’s voice out there. Press: Since the beginning of April, our advice has reached more than 1.7 million people across national and international publications, including Marie Claire, The Independent, Financial Times, Daily Mail and even the New York Times. Social: Victoria Brownlie, NHBF director of policy and public affairs, hosted an IG Live with the British Beauty Council and British Association of Beauty Therapy and Cosmetology, discussing the road to recovery and how to prepare for the rest of 2021. We joined the new audio platform Clubhouse to host weekly ‘rooms’ covering all aspects of the hair and beauty industry that affect
businesses. You too can join the NHBF club and be part of the conversation – just download Clubhouse via the App Store or Google Play. Podcasts: Our chief executive Richard Lambert guested on the Back to Business podcast, launched by a former BBC journalist to give small businesses a voice throughout the pandemic. Richard featured on the first anniversary episode to look back over the past 12 months and consider the prospects for the coming month. Listen at bit.ly/back-in-business-nhbf Events: Richard also joined Creative HEAD magazine as a panellist for its virtual Salon Smart event. The discussion covered key concerns, challenges and opportunities facing the industry.
We’re allergy aware
3
47
WHAT? The NHBF joined forces with leading hair and beauty brands to promote the importance of allergy alert testing during Allergy Awareness Week at the end of April.
A win in Scotland
WHY? The aim of the campaign was to ensure clients know why allergy alert tests are so important and to support salons that test regularly as an integral part of their service.
Our persistence and lobbying to the Scottish Govenment paid off with the lifting of client face mask restrictions for treatments. The restrictions were lifted from 31 May after the NHBF wrote a letter to the Scottish Government, urging them to review the rules around the removal of face masks for treatments.
Clients are able to temporarily remove a face covering to receive a treatment to this area, as long as the practitioner is wearing a Type IIR mask and a visor or goggles.
HOW? We developed a suite of Richard Lambert said: ‘I’m delighted that salons in Scotland will finally be on a level playing field with the rest of the UK.’
social media assets for salons to share on their own channels and promote among their clients, using the hashtags #coloursafe and #AAT. We also ran a PR campaign across national media.
SALONFOCUS | SUMMER 2021
47-49 NHBF news_SUMMER 2021_Salon Focus.indd 47
14/06/2021 16:57
Protect Your Business With Us
Call Coversure to get advice from our specialist team on your salon and barber shop insurance. We can also offer liability, treatment and tools cover for chair/space renters and mobile services.
GET A QUOTE
0800 458 8181 or BUY ONLINE
COVERSURE.CO.UK/NHBF CIS-HU-115
SF.Summer21.048.indd 48
14/06/2021 15:15
ROUND -UP T HE NHBF
REAP OUR REWARDS
IMAGES: ISTOCK
NHBF Members have exclusive access to our Rewards scheme, which can help you save money through a range of online offers and discounts: Shopping – deals on mobile phones, Apple products and groceries Travel – discount package holidays and worldwide attractions Motoring – savings on new cars, breakdown cover and car insurance Insurance – discounts on home, travel, life and health insurance Business – discounts on CV and interview coaching, and IT training. Find out more at nhbf.co.uk/rewards
49
A HELPING HAND TO STAY WELL Lending our support to mental health causes has been one of our top priorities. Since the Every Mind Matters campaign launched, we’ve continued to provide support to our Members during Stress Awareness Month (April) and May’s Mental Health Awareness Week with advice, resources and webinars. Remember, as an NHBF Member you have access to free, comprehensive and trusted mental
health and wellbeing support via Health Assured (one of your NHBF Rewards). It offers the My Healthy Advantage app and an online portal packed full of resources such as webinars, factsheets, articles, videos and guides. To access My Healthy Advantage, go to nhbf.co.uk/rewards To watch a mini-webinar providing an overview of the services and resources available, log in to nhbf.co.uk/webinars
Keeping you up to speed We’ve continued our series of free Member webinars, covering various topics to support your business. Some of the latest include: The importance of allergy alert consultations How to grow your business organically through Facebook The benefits of paid advertising on Facebook The importance of good mental health for your salon or barbershop business Skin cancer: spotting the signs The importance of front of house. All webinars are available to watch at nhbf.co.uk/webinars
5
See the stats in full at nhbf.co.uk/industry-statistics
SALONFOCUS | ASUMMER UTUM N 22021 020
47-49 NHBF news_SUMMER 2021_Salon Focus.indd 49
14/06/2021 16:57
TH E E N D 6 0 S E C O N DS W IT H . . .
I’d never considered being a hairdresser… until I was scouted to be a hair model for Vidal Sassoon. I loved the atmosphere of the salon so much that once I left college, I became their salon receptionist. I fell in love with the hair industry and was desperate to get stuck in myself. I began training when I was 19 and stayed at Vidal Sassoon in Leeds for 10 years – I had some amazing opportunities there, so I owe them a lot.
50
ELLIE WARNER The hairdresser and cast member of Channel 4’s Gogglebox reveals her industry inspirations – and whose hair she’d really like to get her hands on.
I’m a real people person… I love the relationships you build with clients – they become more like friends over the years and, of course, I enjoy that I get to be creative every day. I currently rent a chair at Tom Beresford’s salon Hive in Leeds. I love the freedom and flexibility that being freelance allows me.
I had really good lockdown intentions… and bought dolls’ heads to practise colouring techniques, but I didn’t get them out once! Instead I went on lots of walks with my three dogs and had regular breaks from social media. It was a tough time, but I decided not to put any pressure on myself and take each day as it comes. I’m so grateful to be back in the salon doing what I love.
I’ve had fun making Instagram tutorials… I’ll have to see if I get the urge or the time to make any more. I find it tough to keep on top and be consistent with social media, as I’m sure other people can relate when you have a busy life – but watch this space…
My boss is my super stylist and colourist… I basically give Tom free
IMAGES: SHUTTERSTOCK @ELLIE WARNER
very different artists but I love how accessible their education is and their Instagram accounts inspire me. I love people who I can learn from and I’m trying to learn as much about colour as I can.
If I could get my hands on anyone…
rein over my locks. I don’t like to put any restrictions in place and just let him be creative. I’ve had varied looks over the years and I couldn’t pick a favourite one, but I’m really enjoying vivid colours at the moment and mixing them up.
I’d have to say Boris Johnson – he needs a decent haircut!
The world is my oyster… My freelance career has only just begun, so I feel like I’ll have to see what opportunities come my way. I’ve been colouring hair for two years, so I’ve got so much more to learn and get my teeth stuck into, and I’m excited for what the future holds – maybe one day I could be an educator myself!
My current hair idols are… Heather Mackenzie (@glam.by.heather), Jaymz Marsters (@jaymz.marsters), Tia Lambourn (@tialambourn_ hair) and Human Kind Hair (@humankindhair). They’re all SALONFOCUS | SUMMER 2021
50 60 seconds_SUMMER 2021_Salon Focus.indd 50
15/06/2021 12:43
SF.Summer21.051.indd 51
14/06/2021 15:16
No contract, no hidden fees, just easy flexible payments. sumup.com/salonfocus
o o o o o o o
oo
oo
o
oo
ss ne
Make your bus i
oo
oooo
SF.Summer21.052.indd 52
fic ial
o
o o o o
ooo
f oo
o o ooo
oo
14/06/2021 15:16
