salonfocus May/June 2017 by National Hair & Beauty Federation

£3.50 May/June 2017

The essential magazine for salon owners

DARK MAGIC The power of shade and light, passion and abandonment

Using technology to turn “no shows” into “can’t waits”

The secret to a happy team – members tell all

Five ways to make your reception outstanding

Xxxxxx

takarahairdressing.co.uk

salonfocus | May/June March/April 2017 2017

Contents

C O

T S

P6 NEWS Watch out for new contracts, plus minimum wage confusion

P10 NICE WORK The government’s Budget in March will be best remembered for its swift U-turn over National Insurance. But what else was in it for salons and barbershops? P12 MAKING THE CONNECTION How salon technology is transforming the client salon journey and helping to tackle “no shows” P16 APP-RECIATE COLOUR The benefits of a “try before you buy” nail polish app P17 CAUGHT ON CAMERA If you have CCTV, don’t forget to get it properly registered P18 WATCHING COMFORTABLY? The rise in smart mobile devices has made deciding if you need a TV licence for your business more complicated P22 SHARE AND SHARE ALIKE Instagram is the perfect way to showcase your salon. Find out six ways to get started

P24 HAPPY TALK What makes for a happy team? Members reveal their secrets P29 FIRST IMPRESSIONS Five ways to ensure your receptionist keeps your clients delighted P32 EYES ON THE PRIZE With the NHF Business Awards coming up fast, we reveal how to make your entry stand out from the crowd P34 GET READY FOR BRITAIN’S BEST All you need to know about the NHF Britain’s Best competition this year P36 HEALTH OF THE NATION Prices are up, men’s grooming is booming and not even Brexit can dent the industry’s optimism, according to the latest Beautiful Britain survey P38 EVENTS Where and when this year’s events will be coming to your area

23 36

COVER IMAGE An image from “Forsaken”, the latest collection from Bristol’s Daniel Rymer. This collection is all about “coming from a dark forsaken place”, taking inspiration from themes such as being abandoned, deserted, jilted, stranded or shunned. As Daniel explains: “I wanted to use hands to cover the faces, so it wasn’t about having the best models it was more about the hair. When putting this collection together I had just opened my first salon. I was unsure what that future would hold and I wanted to convey that in my collection.”

£3.50 May/June 2017

The essential magazine for salon owners

DARK MAGIC The power of shade and light, passion and abandonment

Using technology to turn “no shows” into “can’t waits”

The secret to a happy team – members tell all

Five ways to make your reception outstanding

CREDITS: Hair: Daniel Rymer Assistant: Francesca King Photographer: Lel Burnett Make-up: Grace Kingsley Model: Jonah Trenouth

CONNECT WITH US AND HAVE YOUR COMMENTS AND TWEETS IN THE NEXT ISSUE OF SALONFOCUS May/June 2017 | salonfocus

Welcome

PR ESIDEN T’S

L E T T E R SALONFOCUS IS PUBLISHED BY: National Hairdressers’ Federation, One Abbey Court, Fraser Road, Priory Business Park, Bedford MK44 3WH t: +44 (0) 1234 831965 f: +44 (0) 1234 838875 e: sfenquiries@salonfocus.co.uk w: www.nhf.info PUBLISHER Hilary Hall e: hilary.hall@nhf.info EDITOR Nic Paton e: nic@cormorantmedia.co.uk PR, EVENTS AND SOCIAL MEDIA Kelly Sylvester t. +44 (0) 1234 834384 e. kelly.sylvester@nhf.info ADVERTISING SALES MANAGER Andy Etherton T: + 44 (0) 1536 527297 e: andy.etherton@nhf.info ART DIRECTOR Adriano Cattini Matrix Print Consultants Ltd t: +44 (0) 1536 527297 e: adriano@matrixprint.com While every care is taken in compiling this issue of salonfocus including manuscripts and photographs submitted, we accept no responsibility for any losses or damage, whatever the cause. All information and prices contained in advertisements are accepted by the publishers in good faith as being correct at the time of going to press. Neither the advertisers nor the publishers accept any responsibility for any variations affecting price variations or availability after the publication has gone to press. No part of this publication may be reproduced in any form without the permission of the publisher, to whom application must first be made. The views expressed by contributors to salonfocus are not necessarily those of the NHF, the publisher or its editor. © 2016 The National Hairdressers’ Federation. Material for consideration in this section of the magazine should be submitted via email or digital file transfer to the editor, salonfocus. Submissions should be made on the understanding that the National Hairdressers’ Federation has the right to use the material in any part of the magazine and any of its other publications, promotions or website, free from any copyright restrictions, or appearance fees other than the issue of artistic and photographic credits where applicable. Please include salon name, photographer and stylist.

’ve always felt hairdressing to be a happy industry, full of happy staff, so to me it was no surprise when our survey found that nearly nine out of ten members are either happy or very happy in their work.

One reason is simply because happiness is what we “do”. Every day is about sending clients home feeling happy, relaxed and good about themselves – even if that means having to make a real effort not to bring tensions or unhappiness on to the ABOUT AGNES Agnes Leonard is president of salon floor, as NHF member Pauline the NHF and a registered hairdresser. She has worked in Howe points out. the industry for 36 years and owns Croppers Hair Studio in My salon is not just a family salon Dundee, a busy, family-run salon successfully adapting to the because my daughter works with me, fast-changing retail environment it’s because the whole team is a close– just, in fact, like many NHF members up and down the knit “family”, and I know it’s the same country. story in many salons and barbershops up and down the country. I never ask team members to do something I wouldn’t be prepared to do myself, and they can see me working hard alongside them on the salon floor. We also, very simply, have fun. There is a lot of laughter in my salon; we can stand back and laugh at ourselves, too. In fact, I’d argue many employers who claim to struggle with employee “engagement” could learn a lot from hair and beauty, so they too could have happy teams and happy clients. AGNES LEONARD NHF president

COMING UP IN JULY / AUGUST Salon parking a nightmare? We look at innovative ways to respond Male hair loss – how salons and barbers alike can make a difference

salonfocus | May/June 2017

Beauty salon basics – what you need, and what you don’t need, to get your beauty salon dream off the ground

Do you have a salon story to tell? Would you like to be featured in salonfocus? Get in touch with the team, on 01234 834385, or send an email to nic@cormorantmedia.co.uk

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News

to pay into a central pot to fund apprenticeship-based education. This, again, will only affect larger employers in the industry. NHF chief executive Hilary Hall said of the changes: “2017 is an impactful year, especially during the months of April and May, which is why we’re urging salon and barbershop owners to take note of the changes that will affect their business.”

RESTRICTIVE COVENANTS

WATCH OUT FOR REVISED

CONTRACTS

he NHF has revised and simplified its employee contracts, staff handbook and apprenticeship agreements for England and Wales.

The move is in response to changes in employment law, notably changes to apprenticeships in England from May, but also simply to make the documents easier to read and follow for salon owners and employees alike. Changes include a new sickness absence and poor performance procedure in the handbook and revisions to the advice offered over disciplinary procedures, which now deals only with misconduct. The sections on shared parental leave and best practice around flexible working have also been shortened and simplified. Alongside these new documents, the NHF is changing the fee it charges for helping members enforce restrictive covenants (see separate information right).

salonfocus | May/June 2017

More widely, members are also being reminded of a number of key employment law changes that were introduced to coincide with the new financial year in April. These are: MATERNITY, PATERNITY AND SICK PAY Statutory pay rates for maternity, paternity, adoption and shared parental leave all rose from April, as did the rate for statutory sick pay. They are now: Pay

Sick

Weekly rate Weekly previously rate now £88.45

£89.35

Maternity, paternity, adoption and shared parental leave £139.58

£140.98

ALCOHOL LICENCES A toughening up of the rules governing the sale of alcohol to businesses means salons that sell or provide alcohol should now check that their supplier has been properly approved by HM Revenue & Customs under its Alcohol Wholesaler Registration Scheme. GENDER PAY REPORTING Since April, larger employers (employing 250 people or more), have been required to report publicly on any gender pay gap they may have. APPRENTICESHIP LEVY The new apprenticeship levy came into force from April. Any employer with a pay bill of more than £3m will be charged 0.5% of this (so a minimum of £15,000)

The NHF’s Legal Lifeline (01234 831965) provides members with free legal advice on restrictive covenants, including a template letter to send to an ex-employee setting up a rival business. On top of this, NHF members can get more extensive further legal support, including a strongly worded legal letter and an assessment of their case and the chances of getting an injunction to stop the former employee setting up in competition. However, members should note the fee for this extra support is rising by £50 from this month, and will now be £300 plus VAT.

FIND OUT MORE The new NHF contracts, staff handbook and apprentice agreement can all be found in the NHF shop at nhf. info/nhf-shop/

News

CURLING RECORD

STAFF CHECKS WARNING

Congratulations to the team at NHF member Hayward Lane Hair & Beauty in Putnoe, Bedford, who have been awarded a Guinness World Record for the most hair curled in one hour. The team successfully curled the hair of 121 people which, as salon manager Emma Thompson described it, was “a huge achievement”. In the process, the team also raised £2,100 for the charity Breast Cancer Now.

‘SUSTAINABLE’ STYLISTS

The NHF is reminding hair and beauty salon owners to carry out background checks on new staff, after the government carried out a drive to crack down on illegal workers, which included targeting the beauty industry. The Home Office’s Operation Magnify targeted a number of specific industries, including nail bars, with more than 280 salons being raided in December. A Channel 4 documentary in February, The Modern British Slave Trade, also highlighted how some nail bars are flouting anti-slavery laws. The government has information on how to carry out right-to-employment checks on its gov.uk website. The NHF also outlines how to do this in its employment guides, available online at nhf.info, but members seeking help and advice can also call the team on 01234 831965.

Southampton University has developed a “sustainable stylist” certificate to help salons encourage trainees and stylists to work in more environmentally friendly ways. The Ecohair and Beauty Project, run by the university’s Dr Denise Baden, has created a “virtual” salon that shows trainees and stylists ways to be more sustainable and eco-friendly in their haircare. This includes tips on how to save money, water and energy and reduce

waste, along with how this can also benefit hair condition. Once completed, the salon is then eligible for a certificate, which will become available during 2017, the university has said. It has also calculated that a small four-seat salon that adopted its suggestions could save more than £5,000 year through saving 24,150 kwh worth of energy and 143,000 litres of water. You can find out more at http:// ecohairandbeauty. com/virtual-salon/

BARBER BOOKINGS Barbershops are failing to meet growing demand from clients for online booking, a survey has suggested. A poll of 1,200 people by software firm Mojo and male grooming brand The Bluebeards Revenge found more than half (54%) of male barbershop clients aged 18-14 said they would prefer to book online or via a smartphone app if they were able to. This rose to 66% of men in London. Yet just 8% said they currently did so rather than simply walk in, suggesting barbers were still too often preferring old-fashioned phone-based or pen and paper booking systems, it added.

CHARITY BIKE RIDE The Hairdressers’ Charity has announced the details of its 2017 Bike Ride fundraiser. This year’s 20-kilometre event will take place in the Italian town of Cesanatico, near Bologna and will run from Sunday 24 September

through to Thursday 28 September. Places cost £400 for four nights, although fundraisers will also have to organise their own flights plus make a minimum £250 donation. More details can be found at thehairdresserscharity.org

May/June 2017 | salonfocus

News

MINIMUM WAGE ‘CONFUSION’

WELL DONE, CHARLOTTE

ore than half (57%) of workers on the National Minimum Wage or National Living Wage do not realise it is illegal for their employer to deduct money from their wages to cover the cost of a uniform, if that then takes their pay below the legal minimum, government research has suggested.

A study by the Department for Business, Energy and Industrial Strategy ahead of last month’s increases in both wages (see panel below) found widespread ignorance among low-paid workers as to what they are entitled to when it comes to pay. The findings suggest many employers are still failing to communicate these basics to their employees. For example, more than two thirds (69%) of employees did not know they were entitled to be paid for any time spent travelling between work appointments. And nearly half (48%) did not realise employers cannot use tips to “top up” pay to the legal minimum. Business minister Margot James said: “We are determined to make sure everybody in work receives a fair wage.”

EMPLOYER FAILINGS Whether employers were failing to pass on this information to employees because they too are unaware (and therefore possibly not paying their employees correctly), or because they are simply trying to pull a fast one, was unclear from the research. However, hair and beauty firms made up 39 of 350 firms that were “named and shamed” by the government in February for failing to pay the National Minimum Wage or National Living Wage, a statistic NHF chief executive Hilary Hall described as “disappointing”. The NHF’s A Guide to the National Minimum Wage (available at nhf.info) outlines how these deductions can and should work. The NHF’s Business Surgeries around the country also tackle this issue, with more details on the Events on page 38 or online at nhf.info/events.

NATIONAL MINIMUM AND LIVING WAGE HOURLY RATES FROM APRIL 2017 WAGE

RATE

National Living Wage (+ 25s)

£7.50

Age 21-24

£7.05

Age 18-20

£5.60

Age 16-17

£4.05

Apprentice*

£3.50

*The apprentice rate applies to those aged 16-18 training on an apprenticeship and to those aged 19 or over who are in the first year of an apprenticeship, after which they revert to their appropriate age-related rate.

salonfocus | May/June 2017

The NHF used National Apprenticeship Week in March to celebrate the success of one award-winning apprentice. Charlotte Blowers (pictured), who works for the Bradford-based NHF-member salon Exceed, won the I-Can Qualifications Award for Intermediate Apprentice of the Year at the prestigious National Apprenticeship Awards. Charlotte began her career at Exceed in 2013 and said she hoped her win would encourage others to join an apprenticeship scheme. “With apprenticeships, you have the best of both worlds. You learn from professionals, meet real clients in a real workplace, gain real qualifications – all the while getting paid to do so,” she said. With the industry’s new employer-developed “trailblazer” apprenticeships due to launch this month, NHF chief executive Hilary Hall added: “Charlotte’s award emphasises the potential that so many hair and beauty apprentices have. We work hard to both encourage talented school leavers to enter our thriving industry and for business owners to continue to invest in apprentices.”

News

TWITTER FOLLOWERS 10,9K

FACEBOOK LIKES 11,950

INSTAGRAM LIKES 1,491

WHAT’S TRENDING TWEETS AND POSTS FROM BRITAIN’S BEST AND PHOTOGRAPHIC STYLIST OF THE YEAR

FRIDAY 3 MARCH WAS EMPLOYEE APPRECIATION DAY. SALONS TOLD US HOW THEY RECOGNISE AND APPRECIATE THEIR TEAMS…

MENTAL HEALTH AWARD A barber who set up his own men’s mental health awareness and suicide prevention movement has been awarded a “Point of Light” award by prime minister Theresa May. Tom Chapman’s Lions Barber Collective is turning barbershops into “safe” spaces for men to start conversations about mental health. Tom (pictured above) received his award in February, with Ms May describing it as a “brilliantly innovative initiative”.

Krysia Eddery I appreciate my employees because they’re the driving force of my salon. They are creative and work wonderfully as a team together. Without their support and team work I wouldn’t have been able to have maternity leave. I show it by offering extra training and days out each quarter because they’re worth it. Emma Simmons I appreciate everyone of them for being unique and individual and getting on so well together to create one amazing team, I’ve just nominated each of them into an award to show them how great they are Janene Bush Amazing team, they have grown with the salon and me, a mutual respect for what we as a team believe in, great customer service and rewarding for all. Training is key, rewarding them always with praise, courses booked a year in advance ensuring all are believed in..... Without our teams, how would we all be where we are? Team is the key element...

37 likes

nhfederation Our February Before & After winner is Louisa from @blubiggleswade #NHFbeforeafter #winner #february

20 likes

Edward hemmings @alanhair Another brilliant read @ NHFederation and well said @fusionhair1 @Thegranary #apprenticeships #NAW2017 #hair

PINTEREST PURCHASES More than four out of ten shoppers (42%) would make a beauty purchase after seeing a “pin” on the Pinterest social media site, research has suggested. The Pinterest Beauty Trends Report

argued so-called “pinners” on the site were two times more likely to buy a beauty product if they had seen it featured on the site, highlighting the possible commercial potential of Pinterest for salons.

JOIN IN THE CONVERSATION @nhfederation @NHFederation facebook.com/national hairdressersfederation

May/June 2017 | salonfocus

NICE WORK THE GOVERNMENTâ&#x20AC;&#x2122;S BUDGET IN MARCH WILL BE BEST REMEMBERED FOR ITS SWIFT U-TURN OVER PROPOSED CHANGES TO NATIONAL INSURANCE. BUT WHAT ELSE WAS IN IT FOR SALONS AND BARBERSHOPS?

salonfocus | May/June 2017

Budget 2017

erhaps it’s just as well chancellor Philip Hammond can have another go at the Budget in a few months, when the main financial announcement of the year switches from March to the autumn.

Certainly, March’s Budget proved something of a political disaster for Mr Hammond and prime minister Theresa May, with Mr Hammond having to back-track within days on a new pledge to change the rate of National Insurance Contributions (NICs) for self-employed people. So, what was in this last spring budget for hair and beauty salons and barbershops? When you remove the headline announcement on National Insurance (see panel), the main point of interest was a temporary package of extra support for businesses affected by last month’s revaluation of business rates. As salonfocus reported in March, despite the government arguing that most businesses would see no change or bills falling as a result, a poll of NHF members found that four out of ten (42%) were expecting to be hit by a higher bill from April. HELP WITH RATES To that end, the chancellor’s pledge to help any small businesses facing the loss of Small Business Rate Relief as a result of the changes was welcomed by the NHF. Mr Hammond said that, under a package of transitional relief, any increases in rates bills would be capped to a maximum of £600, and local authorities would be given £300m to set up special funds to support “individual hard cases”. NHF chief executive Hilary Hall said: “Knowing there will now be a cap on any increase in their bill will be reassuring for many small businesses facing real hardship because of suddenly finding themselves ineligible for Small Business Rate Relief.” But she also expressed disappointment that the chancellor had not taken the opportunity of the

Budget to set out any plan for a more fundamental reform of the business rates system to make it fairer for high street businesses facing stiff competition from online and out-of-town retailers. NEW ‘T-LEVELS’ Hilary also gave a cautious welcome to the chancellor’s announcements of the reform of technical education, especially the establishment of new “T-levels” for 16-19-year-olds. Much of what Mr Hammond said simply echoed the government’s announcement last summer (salonfocus, Sept/Oct 2016) to streamline and simplify vocational and technical education. But it confirms that the government intends to replace the current complex system of some 13,000 different qualifications with just 15 clear careerfocused technical training routes or “pathways”. Hairdressing, barbering and beauty is expected to be one of those pathways. WORK PLACEMENTS Mr Hammond added: “We will increase the number of hours of training for 16-19-year-old technical students by over 50%, including a high-quality three-month work placement for every student so, when they qualify, they are genuinely ‘work-ready’.” But Hilary questioned how this might work in practice. “Hair and beauty salons and barbershops have long complained about students leaving college qualified on paper but in reality not ‘salon ready’. Anything that helps to better prepare potentially talented youngsters for the world of work is welcome. “The idea of mandatory work placements is also positive, but we’d like to see the detail. Will salons, for example, be paid for taking on these extra trainees or will they, in effect, be picking up the tab for colleges? And how, and where, are colleges going to find enough salons?” she asked.

KEY BUDGET ANNOUNCEMENTS Business rates Transitional relief for any small business that found itself outside the threshold for Small Business Rate Relief as a result of the revaluation of business rates. Any increases in bills will be capped to a maximum of £600, and local authorities have been given £300m to set up special “hardship” funds. Technical education Establishment of new “T-levels” for 16-19-yearolds, streamlining the number and complexity of courses offered and more emphasis on work placements, including a three-month placement for every student. NICs for the self-employed (sort of) An announcement by the previous chancellor George Osborne to scrap Class 2 NICs (paid by those making a profit of more than £5,965 a year) will still go ahead from April 2018. But a new plan, to increase Class 4 NICs (paid by those making a profit of more than £8,060 a year) by 1% to 10% and then again in 2019 was initially announced, only to be dropped days later. The Dividend Allowance This allowance currently allows any director or shareholder of a business to take £5,000 in dividends out of their company tax free, over and above their personal tax allowance. This will be reduced to £2,000 from April 2018, meaning company owners who “pay” themselves primarily in dividends can expect to pay more tax. This will be offset to an extent by reductions in corporation tax, which fell to 19% last month and will drop to 17% in 2020.

May/June 2017 | salonfocus

Maximising salon technology – the client journey

MAKING THE C TECHNOLOGY IS TRANSFORMING HOW SALONS INTERACT WITH CLIENTS, INCLUDING TACKLING “NO-SHOWS”, AS KARINE JACKSON SHOWS. Karine Jackson

salonfocus | May/June 2017

For me, hairdressing will always be about being physically hands-on. It is about people interacting with people, and technology will never – and should never – replace that. Nevertheless, technology is making a huge difference to the client journey and experience in my salon. Let’s look at two areas: the colour consultation and the client booking. As any salon owner will well know, the colour consultation is one of the most important parts of the client journey. We’ve always required that the

Maximising salon technology – the client journey

CONNECTION consultation is properly recorded and logged by the stylist so as to give us a “paper trail” to prove what the client asked of us in the event of any dispute. But with paper systems there is always a danger this doesn’t happen, that forms get lost or mislaid or aren’t filled in properly. Now, however, we have a much more reliable and effective record because the consultation is all done via iPads connected to the salon system. This means information is instantly uploaded to the system. We also require clients to do an

allergy test before having their hair coloured, which they can either do at home and click the box on the card to say so, or they can come into the salon to be tested. This information, too, is automatically inputted into the system. It all makes it extremely easy for the stylist to do, and the client recognises we are taking the best care of them. When it comes to client bookings, at the beginning of the year, we introduced a new online booking system that incorporates payment technology from Salon-IQ to take deposits and payments.

NO-SHOWS AND CANCELLATIONS No-shows and last-minute cancellations have been a huge issue for the salon in the past. I estimate we lost £52,000 worth of business last year because of this. A client can assume that, just because a service is “personal”, it’s not going to be an issue if they cancel. But what they often won’t realise is that, precisely because the service is personal, that slot will have been reserved for them and so may not be able to filled easily with a replacement. For me, it’s like booking a train ticket.

May/June 2017 | salonfocus

Maximising salon technology – the client journey

If you didn’t turn up for your journey, you wouldn’t expect to be let off the fare by the train company. So, why should it be any different for salons? Now, however, when a client books online they either pay a deposit or pay for the full service. They cannot proceed with the booking otherwise. We’ve had this system for a while for phone bookings, but brought it in for online bookings from January. It’s too early to tell exactly what difference it has made – we do a proper audit of cancellations and no-shows every six months. But, anecdotally, we are already seeing a large fall in these numbers, which is great news. REMINDER TEXTS Technology is also making a difference in other ways. For example, we now send out reminder texts prior to a client’s appointment to make sure they have applied their allergy test. Hairdressing will always be about that personal service, that personal extra touch that makes a difference. That is what our industry has always been about, and long may that last. Where technology can make a difference is in allowing us to focus solely on that, the client experience. By automating the consultation and the booking process we are making the whole process simpler, easier, quicker and more secure. But, more than that, we are also protecting clients and us from disputes over payment, over what’s been agreed or carried out. Karine Jackson is owner of Karine Jackson Hair & Beauty in London

salonfocus | May/June 2017

TECH FACTS & FIGURES

£9,639

39%

38%

Average number of no-shows a month in London salons

Percentage of people who will stop engaging with a website if its images won’t load

Cost of no-shows per year, based on an average treatment cost of £38.25

Percentage of people who stop engaging with a website if they find the imagery or layout unattractive

66%

Percentage of UK adults with a smartphone, up from 39% in 2012

29%

Higher revenue reported by beauty salons that also offered online booking

33%

Percentage of internet users who see their smartphone as the most important device for going online SOURCES: PHOREST, ADOBE, OFGEM

Maximising salon technology – beauty salons

APP-RECIATE COLOUR BEAUTY SALON THE HAND & FOOT SPA HAS AN INNOVATIVE APP THAT ALLOWS CLIENTS TO ‘TRY’ A NAIL SHADE BEFORE IT IS APPLIED. lients are increasingly expecting technology to be available in the salon at their fingertips. But beauty technology can also be about fingertips, as pedicure and manicure chain The Hand & Foot Spa has discovered.

The Hand & Foot Spa was launched nine years ago and has a nail bar/spa in Wimbledon, west London and another salon within Selfridges’ iconic “sequin” building in Birmingham’s former Bull Ring. The salon specialises in manicures and hand treatments, pedicures and foot treatments. But one thing that sets it apart in terms of technology is its new “Perfect Polish Collection” app. The app essentially allows clients

salonfocus | May/June 2017

to “try before they buy” by allowing them to try colours on their phone or computer before purchasing. COMPLEMENTING COLOUR Owner Donna Haar-Jørgensen takes up the story. “The idea is that you can match our polish colours to your skin tone before you buy. The app photographs your hand and your skin tone. You can then literally change polish colours on your hand on screen in front of you. You can even have a different colour on each finger if you wish,” she says. This innovation feeds into wider app-based trends in the industry, both personal beauty apps that you can access through your smartphone but also Uber-style app-based business models. The rise of mobile brands such as Urban Massage, LeSalon, Zeebba and Prettly, among others, has the potential

profoundly to change how beauty salons operate, and what clients expect from them. Of course, in the case of the Hand & Foot Spa, it is simply a case of technology adding to the convenience of the purchasing process rather than transforming the high street. But it is still an innovation clients appear to value.

POSITIVE FEEDBACK “The app has successfully helped clients to try before they buy and then increased purchase, and is certainly one of the reasons for the success of the Polish Collection so far,” explains Donna. “For example, for winter our Black Rose polish was so popular we completely sold out in the spa and at Selfridges – and the app played a huge part in this commercial success,” she adds.

Maximising salon technology – CCTV

CAUGHT ON CAMERA IF YOUR SALON OR BARBERSHOP HAS A CCTV SECURITY SYSTEM, IT WILL NEED TO BE PROPERLY REGISTERED. FAILING TO DO SO COULD LEAVE YOU WITH A HEFTY FINE, BUSINESS OWNERS ARE BEING WARNED. air and beauty salons and barbershops are being warned that, if they have a CCTV security system, they need to register it with the Information Commissioner’s Office, or risk a fine that could run into hundreds of thousands of pounds.

For many salon and barbershop owners, having a CCTV system monitoring your premises 24/7 can bring real peace of mind. It’ll enable you to keep a 24-hour eye on the business, whether that’s to prevent or deter theft or break-ins or (sadly, but it happens) to catch nimblefingered staff or even clients. However, salons have been given a timely warning by CCTV installation company CCTV.co.uk that, if you have a CCTV system, it needs to be registered with the Information Commissioner’s Office (ICO). It costs just £35 a year to do so. But if you don’t, you can risk being taken to court and fined up to £500,000, not to mention potentially getting some unwelcome headlines in the media. DATA RESPONSIBILITIES According to CCTV.co.uk, a business with a CCTV system must ensure that: ã It is registered with the ICO, at https:// ico.org.uk/for-organisations/register/ ã Recordings are not kept longer than

necessary, what the ICO describes as “as long as necessary to meet the purpose of recording them” ã Any use of recorded data does not breach people’s rights ã Any data is kept securely and is not passed to foreign countries (even inadvertently through, for example, data being hacked) The only good bit of news is that, while £500,000 is the top-whack fine, for most offences the fine will be much lower, though still unpleasant. For example, Jonathan Ratcliffe of CCTV.co.uk points to a recent case of a business (not a hair or beauty salon or barbershop) that was taken to court after the owner repeatedly ignored reminder letters to register its premises, having argued she thought the letters were “spam”. But she was still fined more than £650, including court costs, by local magistrates. “It’s all very simple,” says Ratcliffe, “If you record images of people as part of your business activities, then you must register. “And there’s no defence in claiming ignorance of the law – we advise all our commercial clients to get their registration in order before they switch on their cameras. “CCTV is a beneficial tool for any company, but you have to play by the rules. So, if your business collects data, make sure you’re onside. Don’t think you can dodge the law,” he adds.

FACTS & FIGURES

5.9 million Estimated number of CCTV cameras in the UK, making us one of the most watched nations in the world

30 Number of times a day you are likely to be captured on a CCTV camera if you live in an urban area

£35 Cost per year to register your CCTV system with the Information Commissioner’s Office

£500,000 Possible fine for failing to do so

May/June 2017 | salonfocus

Maximising salon technology – TV licences

WATCHING COMFORTABLY? TV IS AN INCREASINGLY IMPORTANT PART OF THE SALON AND BARBERSHOP EXPERIENCE. BUT DON’T FORGET YOU WILL NEED A TV LICENCE, AND IT IS NOT AS SIMPLE AS YOU MIGHT THINK. aving a TV to watch while waiting for an appointment has increasingly become an expected part of the client “journey”.

Not only will you often get a single television broadcasting in the background, but many salons and barbershops are these days introducing individual wall-mounted screens as well as client tablets that have access to ondemand services, such as BBC iPlayer. But, whatever the device, if you are broadcasting live television or showing programmes through iPlayer, you’ll need to ensure you have a TV licence, just like for your TV at home. This should be straightforward enough but it is worth being aware of some complications. These include:

salonfocus | May/June 2017

IF YOU LIVE ABOVE THE BUSINESS… If you live above your salon or barbershop and have a TV licence for your home television, you’ll still need a separate licence for the business TV, even if they’re in the same building. As TV Licensing, which monitors TV licences, puts it: “Any residential accommodation within your premises, or separate social clubs or multiple business locations, are all classed as separately occupied places and will need their own licence.” IF YOU HAVE MORE THAN ONE SALON… If you own or operate multiple salons or barbershops and they all have TVs, you’ll need a separate licence for each premises.

As TV Licensing, again, explains: “If you have more than one business premises, or there are areas of your business site which are classed as separate units, you will need to make sure that each one has its own licence.” However, another option here is to apply through TV Licensing for what is called a Company Group Licence. This is a single licence that will cover all of your premises, therefore making administration and payment easier. The cost of this will depend on how many premises you want to cover, as it is calculated as a multiple of the £147-a-year cost of a single licence. So, for example, if you want to cover three premises the cost will be £441, or three x £147. The main benefit of this licence is therefore not the cost, but the fact

Maximising salon technology – TV licences

you’re not having to deal with multiple licences. IF YOU ALLOW CLIENTS TO WATCH TV ON THEIR OWN DEVICES… This is where it can get tricky – and essentially depends on whether or not the client’s device is plugged into your mains, for instance if you allow people to charge devices while they wait. If someone is watching live television or iPlayer on a device that is not plugged in, then they are responsible for ensuring they have a valid licence for what they are watching. However, if their device is plugged in, it is classed as being physically connected to your premises (even if only by a wire), and therefore the licensing of what they’re watching becomes your responsibility. For example, let’s imagine you run a small barbershop and don’t have a TV. You naturally assume you don’t need a TV licence, and for the vast majority of the time you’d be right. However, if you allow a client – or, indeed, employees – to plug in and watch or download TV on their device, you’re now technically breaking the law and risking a fine. If the programme has been downloaded previously, perhaps by the client or employee at home, that’s OK. HEFTY FINE The penalty for not having a TV licence can be steep, as much as £1,000. And don’t assume it won’t happen to you. Ten salons across the UK were prosecuted for licence fee evasion last year, according to TV Licensing. Additionally, during 2015/16 TV Licensing officers visited more than 36,000 businesses, including hair salons and barbershops, to check they were correctly licensed. As NHF chief executive Hilary Hall warns: “Clients indulge in time out at the hairdressers or barbers, which is why many salons owners like to enhance their experience with television. “As TV screens are becoming standard in salons and barbershops, we hope that business owners will take note and purchase a TV licence at the same time. “The NHF regularly reminds business owners that having a licence is a legal requirement, and we will continue to do so as more and more businesses add televisions to their offering.”

IF NOTHING ELSE READ THIS ã If you’re broadcasting TV or showing programmes on iPlayer, you’ll need a TV licence ã You’ll need a licence for each salon you operate, or a single group licence ã If you allow clients to plug devices in and then watch TV, that is classed as watching TV through your salon, and you will again need a licence

FIND OUT MORE To help businesses understand the legal implications of watching programmes live at work, TV Licensing has a downloadable TV in the Workplace guide, available at http://bit.ly/198Xk6a You can check if your business needs a licence by visiting tvlicensing.co.uk/businessinfo

FACT & FIGURES

£1,000

Top fine for not having a licence when you should have

Number of salons prosecuted for licence evasion last year

36,000

Number of businesses visited by enforcement officers in 2015/16

£147

Cost of a single TV licence. A Company Group Licence is a multiple of this figure

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Maximising salon technology – Instagram

SHARE AND SHARE VISUAL, POPULAR, FUN AND ENGAGING, USING INSTAGRAM IS THE PERFECT WAY TO SHOWCASE YOUR SALON. HERE ARE SIX WAYS TO GET STARTED.

t last count, nearly 1,500 hair and beauty salons (1,491 to be precise) had “liked” the NHF through Instagram.

Don’t know what Instagram is, or (more likely) do know but just haven’t had the time to work out how it could benefit your salon? Well, nearly 1,500 of your fellow salon owners have, so what’s stopping you? Here are six ways to get started.

BE PROFESSIONAL. Instagram is about sharing pictures. Isn’t that what, in effect, you do when you showcase collections or your work on social media anyway? This makes Instagram the perfect platform for your salon. But unlike Twitter or Facebook, where it can all be about making the friendly buzz of the salon come through, you need to make Instagram about your best visual work. Think sharp, well-framed, well-lit, innovative shots; think makeovers, striking cuts and looks; think imagery that is going to make people sit up, stop, and follow you.

CARVE OUT THE TIME AND HEAD SPACE. Just like Twitter and Facebook, if you’re going to do Instagram well as a business rather than

salonfocus | May/June 2017

Maximising salon technology – Instagram

just as an individual, you need to give it time, space and proper thought. So, have a goal in mind – why are you doing it, why are you sharing these images? Dedicate some time to understanding it as a medium, what it can do and the range of technical tools you can use.

MAKE SOME PHYSICAL SPACE. It’s social media, so it’s going to be fast-paced. So, if you’re going to make a serious impression you need to be regularly refreshing and updating your content. That can mean creating a dedicated Instagram space or corner of your salon – where the background is crisp, clear and tidy and (ideally) memorable – where you regularly take your shots.

The agency Social Media Delivered has some examples here: https:// www.socialmediadelivered.com/ blog/2014/03/24/hashtags-for-everyday-of-the-week

ENGAGE, ENGAGE, ENGAGE. It stands to reason if you don’t reply to comments or questions or respond to tags in pictures, people will get bored and won’t engage. Tag clients who are also on Instagram in any pictures you take; like and share any competitions you enter, follow, go to or even win.

USE HASHTAGS TO THE FULL. Use hashtags on Instagram to promote your work and ensure it gets seen. It’s a good idea to hashtag your location within this, so clients can find you (and book an appointment of course). Make use of popular daily hashtags.

LINK AND SHOUT OUT. Don’t use social media in isolation. When you have a great shot on Instagram, don’t be afraid to use it on Twitter and Facebook too. Be selective though, you don’t want the same content on all three platforms. Finally, shout out about the fact you’re on Instagram. Promote it in the salon, on your website, on social media. Given that Instagram is full of selfies, don’t forget to promote it on your salon mirrors too!

WHAT IS INSTAGRAM? Instagram (instagram.com) is a very simple concept. It’s a mobile app and website where you simply share digital photos and videos. Its power is in its popularity. It is estimated to have more than 600 million users worldwide and 14 million in the UK. As such, it is a massive platform through which very visual industries, such as hair and beauty, can showcase what they do. As well as sharing images, you can use it to connect and engage with potential customers who can, in turn, follow, engage and share with you.

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PRS for Music crowns NAF! Salon in Glasgow as its Music Makeover Salons 2017 winner. More than 300 salons from around the UK entered to win the £5,000 Music Makeover along with a bespoke music consultancy and exclusive event featuring PRS for Music members. Entries were received country-wide from Glasgow to Cornwall. The calibre this year was extremely high, making it a tough choice for our judges to pick from the five finalists — all could have been worthy winners. Winner – prize value £5,000 Tammy Koslowski, NAF! Salon, Glasgow 2nd place – prize value £2,500 Claire Castell, Hays Hair & Beauty, Daventry Work has already begun to assist with the implementation of the winners’ prizes and prepare for the exclusive launch event in Glasgow. PRS for Music would like to thank all this year’s entrants, it’s been our best year yet.

Tammy Koslowski and her winning team at NAF! Salon, Glasgow

“We’re well known for our catchy playlists and fun atmosphere at NAF! Salon - our passion for music helps us connect with our clients and keeps our brand alive so we’re very excited to have won the Music Makeover competition. Thank you PRS for Music!” Tammy Koslowski, owner - NAF! Salon, Glasgow

“I’m really happy NAF! in Glasgow has won this year’s Music Makeover Salons competition. They clearly understand the power of music and how it can positively impact their business alongside a real strong sense of brand, which was very impressive. I can’t wait to see what impact the prize money and our expert consultation will have on growing their business.” Nigel Elderton - PRS Chairman Claire Castell, manager - Hays Hair & Beauty, Daventry PRS for Music is a society of around 125,000 songwriters, composers and music publishers – its members. It represents the rights of these members by licensing organisations to play, perform or make available music. It then distributes royalties to those members and societies fairly and efficiently. www.prsformusic.com

Team morale and engagement

NE ME ARLY IN M B E R N IN E TH SS OU E SE IR W AY T T OF CR H ET ORK. EY A TEN TO N S R A H O, W E HA HF H P AP PY AT’S PY T TE AM HE ?

orway may be the happiest place on Earth, as a United Nations report concluded in March. But, when it comes to job satisfaction, hair and beauty is hard to beat, according to the latest NHF poll of members.

Hair, beauty and barbering regularly come top in workplace happiness surveys, and the NHF’s poll of nearly 150 members carried out in March was no exception. In fact, nearly nine out of ten members (87%) described themselves as being either happy or very happy in their work. On the flipside, stress was the thing that made members most unhappy (35%), the survey found, followed by (perhaps unsurprisingly) “not making enough money” (28%). So, what is it about hair and beauty that makes it so happy? The survey suggests there is a clear link between a happy team and a successful salon.

May/June 2017 | salonfocus

Team morale and engagement

If you have a happy, engaged team, that will feed through into a better client experience, excellent service and a more relaxed, pleasant atmosphere. If your clients are happier, then the salon is more successful. And that, in turn, makes the team happier! But we also asked three members for their secret to a happy team.

Being creative

Making clients feel good Working with other team members

Using my skills and training

What ONE thing makes you most HAPPY at work?

Flexible hours

‘HAIRDRESSING IS ABOUT MAKING PEOPLE FEEL GOOD ABOUT THEMSELVES, AND THAT COMES THROUGH WITHIN THE JOB TOO’ Sarah Turnbull runs Sublime Hairdressing in Stirling We are quite a small salon with a small team, and have been going for six years. We work hard to create a relaxed, friendly environment; a lot of clients

How happy are you at work?

Developing relationshipwith clients Feeling appreciated by my boss or by clients

Working in or running a professional and successful business

Making money

0% 10% 20% 30% 40% 50% 60% ANSWER CHOICES

HAPPINESS

Being creative

Making clients feel good

45%

Working with other team members

Using my skills and training

Flexible hours

Developing relationships with clients

Feeling appreciated by my boss or by clients

Working in or running a professional and successful business Making money

28% 4%

60%

50%

40%

30%

20%

10%

0 1

ANSWER CHOICES HAPPINESS 1) Very happy

49%

2) Happy

38%

3) Neutral

11%

4) Unhappy

5) Very unhappy

salonfocus | May/June 2017

comment on how nice the atmosphere is. We are a very happy team. Hairdressing is a sociable job; we’re chatting and interacting with the clients all day long. Hairdressing is about making people feel good about themselves, feeling happy, and that comes through I think within the job. You do, of course, get arguments from time to time, which can be stressful. But overall, yes, it is a happy industry. The NHF helps immensely – legislation, the contracts, the pension, the guides, the legal advice, HMRC and so on. It is just great to know someone is there who understands your point of view.

‘I NEVER TELL ANYONE TO DO SOMETHING I WOULD NOT BE PREPARED TO DO MYSELF’ Christine Harvey runs Through the Looking Glass in Sudbury, north London We have a reputation as a relaxing place to be; our job is making people feel happy.

One of the best things about being a hairdresser is that every day you are making people happy. People so often whinge about their work but I feel really lucky to be able to say “actually, my job is fab”. In fact, one of my clients, who is a doctor, said to me “you are as much a doctor as I am”, which I think says a lot about our role within the community. Another good thing about hairdressing is that you always finish your work. As an owner there will always be business things to deal with but, as a stylist, at the end of the day the job is done. So, you’re not taking work worries home with you. It is important to recognise the people who work with you have aims and ambitions of their own. I never tell anyone to do something I would not be prepared to do myself. Even if they’re young, recognise they’re not children; give them some freedom and responsibility. You also have to be proactive and try not to get stuck in a rut; you have to embrace and take on board modern ideas and keep changing and developing. You want your team to feel they are part of something that is growing.

Team morale and engagement

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May/June 2017 | salonfocus

Team morale and engagement

‘IF THERE ARE TENSIONS, OR SOMEONE IS UNHAPPY ABOUT SOMETHING, I ALWAYS MAKE SURE THEY DON’T TAKE IT ON TO THE SALON FLOOR’

they don’t take it on to the salon floor. Education is really important. We are a large team – about 30 – and do a lot of team and individual education. We offer a range of incentives too. People have their individual targets to meet, but we offer flexible working where we can. We have a good relationship with our product supplier, Redken, which recently took four of us to Las Vegas and Miami. Team members are also given an amount to spend on product, so I know they are themselves using any products they recommend to clients. Once every quarter we close the salon for an afternoon to do education and team activities. We’ve been canoeing and shooting and done things like building rafts and we run staff awards. The NHF has been a huge support. We use the contracts, so we know staff will have good contracts, which is obviously an important part of keeping them happy. I know we can pick up the phone and get good advice about almost anything, from health and safety through to staff issues. It means I know the business side is essentially “sorted” and then I can focus on the fun side of things.

Pauline Howe runs Strands Hairdressing in Fareham, Hampshire Even after all these years, it still doesn’t feel like a job. It feels like somewhere you come to for a friendly chat; it is just very relaxed. Of course you always get the odd incident, people rubbing each other up the wrong way, but the main thing I find is simply to treat people kindly and respect them. I expect people to treat other team members as they would expect to be treated themselves. I will very happily muck in and sweep the floor or wash up; I may be the owner but I am not above anyone else. Clients always comment on what a lovely, happy environment it is. If there are tensions, or someone is unhappy about something, I always make sure

Long hours

Not making enough money

Not getting on with other team members

FOUR THINGS THAT MAKE MEMBERS HAPPY 1/“Have been happy in this industry every day since first starting at 13, just reaching my 50th birthday, so feel very privileged!” 2/“Never forget to try to enjoy yourself” 3/“A happy team and happy clients are the ultimate goal – these should bring business success and therefore salon owner happiness too – very difficult to achieve as it’s people that are the greatest challenge at the same time.” 4/“Working a team for the benefit of all our clients, and my team being happy in their work and salon.”

FOUR THINGS THAT MAKE MEMBERS UNHAPPY 1/“The amount of money I pay to HM Revenue & Customs, VAT, PAYE, Tax, auto-enrolment and wondering what they are going to introduce next” 2/“Being in the business for over 40 years and not wanting to retire yet – but knowing I will have to think about it someday – aaaargh!!” 3/“Working very long hours seven days a week just to make ends meet” 4/“Stress caused by staffing issues and difficulty finding qualified staff that can actually do the job properly without the need to retrain”

Clients are rude or inconsiderate

Stress

What ONE thing makes you most UNHAPPY at work?

Being bored

Not being appreciated by my boss or clients

TURN THAT FROWN UPSIDE DOWN!

Working in or running a business which isn’t professional and successful

0% 10% 20% 30% 40% 50% 60% ANSWER CHOICES Long hours

HAPPINESS 6%

Not making enough money

28%

Not getting on with other team members

10%

Clients are rude or inconsiderate

10%

Stress

35%

Being bored

Not being appreciated by my boss or clients

Working in or running a business which isn’t professional and successful

salonfocus | May/June 2017

To help hair and beauty business owners to reward and motivate their teams, the NHF has partnered with Perkbox. The Perkbox platform provides teams with a whole host of exclusive perks and discounts from the UK’s most popular brands. Salon and barbershop owners who are members of the NHF will receive a special 50% discount on Perkbox. NHF members can start investing in their team’s happiness today by visiting perk.so/nhf. Please note that members must reach Perkbox via this link in order to access the discount - the discount will not be applied to any sign ups who have contacted Perkbox directly, or who have signed up through Perkbox’s website.

Salons skills – a new receptionist

t goes without saying that, as a hair or beauty business, you want to make a good first impression on your client, whether he or she is a loyal regular or someone coming to the salon for the first time.

While some first impressions can nowadays be formed through your website, online booking process or social media profile, your receptionist is still very much the “gatekeeper” of your business. He or she is the person a client will encounter first – and you can’t afford to get this first interaction wrong. So, if you have a new or junior receptionist just starting out, I find it always pays to give them these five pieces of advice.

ALWAYS FOLLOW UP MISSED APPOINTMENTS I emphasise to receptionists always to contact a client if they have missed an appointment. You should always confirm the appointment at least 24-hours

salonfocus | May/June 2017

prior, by text or telephone. If they don’t show on the day, contact them to make sure they are OK and reschedule. Most clients will be extremely apologetic and grateful for the call. But the key is, if you don’t contact them, then they may be too embarrassed to return.

NEVER MOVE APPOINTMENTS I find it incredibly disrespectful when a regular client gets moved from one column to another without being asked or consulted. When taking a booking, always repeat back to the client their appointment time, treatment and who the appointment is with. This should

now be set in stone, unless there are circumstances completely out of your control. If you do have to change an appointment, the client should always be fully informed and give their approval. Change without acknowledgement at your peril! It should be no different with new clients. They may have noted who their appointment is with and will feel totally undervalued instantly at their first (and possibly as a result only) ever visit to you.

DO LEARN AND USE THE CLIENT’S NAME Always introduce yourself and preferably wear a name badge. One sure way to make a

Salons skills â&#x20AC;&#x201C; a new receptionist

YOUR RECEPTION IS THE FIRST IMPRESSION A CLIENT WILL GET OF YOUR BUSINESS. IF YOU HAVE A NEW OR JUNIOR RECEPTIONIST JUST STARTING OUT, IT PAYS TO GIVE THEM THESE FIVE PIECES OF ADVICE, ARGUES SUSAN ROUTLEDGE.

May/June 2017 | salonfocus

Salons skills – a new receptionist

Your beauty salon receptionist is the first person a client will encounter – and so you can’t afford to get this interaction wrong.

client feel worthless is to refer to them in a three-way conversation as “he”, “she”, “him” or “her”. Always ensure you remember a client’s name – and know the preferred name they wish to be addressed by, and then use it frequently during the conversation. If you have inadvertently forgotten, then apologise and ask again. In correspondence, where possible either use a person’s name or a simple “hi” but never, ever say “Dear client”. This is so impersonal!

THINK PHONE MANNER, AND BE DISCREET It goes without saying that, as a receptionist, your phone manner is vital. You’ll need to be polite, cheerful, professional and helpful at all times while on the phone with clients. But it’s also important to understand you may, at times, need to be discreet. For example, if you need to contact a client and cannot get in touch, please only ever leave a message on a personal mobile phone. Never leave a personal message with a family member or friend, or on a landline answerphone. Remember, it is a client’s own private business to choose to visit you, and you may be breaking their confidence and trust in you by revealing to a third party that they use your services. If necessary, only ever leave a personal name, along with a contact

salonfocus | May/June 2017

number asking them to call you back. Never mention the business name unless you are 100% certain that you are not divulging unknown information.

NEVER REACT I always say that there is one thing you don’t ever know about a client – and that is what they don’t want you to know. When a client arrives, you don’t know what kind of day they have had, or what is truly going on within your work, family or life in general. If a client does arrive in a less than pleasant mood, it is essential to read the situation and never, ever react. There is a saying “attitude breeds attitude” and it takes very little to accelerate a situation. Always stay 100% professional, as there is a strong possibility that the client is unaware that their behaviour and attitude is noticeable to you. If they are aware, then they will apologise on the next visit and thank you for your tolerance. But if a client is being abusive or aggressive, that’s not right and not something you should have to tolerate. Call on someone senior and more experienced – ideally the owner – to help and intervene. If nothing else, they need to know what has happened – and perhaps why – and take a firm decision on how to respond.

FIND OUT MORE These tips are taken from Susan’s The Little Book of Client Retention, available through susanroutledge.com. Susan’s “Let your reception team boost your business!” events are being held in Glasgow on 15 May and Sheffield on 12 June. Find out more at nhf. info/events

Susan Routledge runs Susan Routledge Consultancy and is an NHF business coach

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The NHF’s Business Awards and Britain’s Best

EYES ON THE

PRIZE

THE NHF BUSINESS AWARDS ARE COMING UP FAST. ALICE KIRBY OUTLINES HOW TO MAKE YOUR ENTRY STAND OUT FROM THE CROWD. ou’ve got just three months to get your entries in for the new NHF Business Awards. Here are my top nine tips for making the judges sit up and take notice.

READ (AND ANSWER) THE QUESTION This should be obvious, but remember to read the entry in each category carefully to understand what is expected from you from each category. Then tailor your answer very specifically to that, not to what you think or want the judges to ask.

BE CLEAR The NHF’s judges will be reading hundreds of entries. So, they will really appreciate a compelling, well-

salonfocus | May/June 2017

structured submission with a friendly tone. A good rule of thumb is: describe your challenge, describe how you solved it and then describe the outcome. Remember, too, our industry revolves around people, so bring your entry to life with stories of how you solved your clients’ problems, made their experience outstanding and how delighted they were as a result.

SHOW EVIDENCE Don’t just tell a brilliant story. The judges are looking for tangible

results. Merely stating ‘my salon delivers excellent customer service’ will not impress the judges. It may well be true, but why should they believe you? Support your claims with concrete facts. A good way to do this is to include client testimonials, statistics, charts and graphs, relevant awards and media coverage.

INVOLVE YOUR CLIENTS What makes your business special? Why not ask your clients what it is they love about your business, service and team? Their experience is crucial and will help, as highlighted above, to demonstrate how your methods are a success. However, always remember to obtain

The NHF’s Business Awards and Britain’s Best

the client’s consent if you are going to use their quote or image in your NHF Business Award entry.

INVOLVE YOUR TEAM Entering awards is a superb way to motivate and incentivise your employees, so take advantage of your team’s creative talent and encourage everyone to contribute to the award process. Prepare them for a mystery shopper visit if you make it to the finals and make sure your team consent to photos being shared in the media if you win.

BE HONEST Naturally, your aim is to present your business in the best possible light. But always be honest, otherwise this can lead to embarrassment and damage to your reputation. If your business is great, it will sell itself.

CREATE A STRONG FIRST IMPRESSION Avoid jargon, use bullet points to aid the judges and stick to the stated wordcount. Photos can speak volumes about your business, so don’t overlook these in your entry. But, to reiterate point one, do read the award guidelines to ensure you meet the criteria. Within this, it may seem obvious, but typos and grammatical errors create a poor impression so check, check and check again. If you’re unsure, ask someone you trust (ideally unrelated to the business) to proof-read your entry for accuracy, clarity and flow.

KEEP A COPY FOR YOURSELF Save a copy of your entry for future award applications. Even if you are not successful this time, you can build on what you have written and it will provide a great analysis of your salon or barber business.

ALL YOU NEED TO KNOW WHAT ARE THE NHF BUSINESS AWARDS? The new NHF Business Awards have been launched as part of the NHF’s 75th anniversary celebrations, and are designed to showcase and celebrate outstanding hair and beauty businesses. WHO CAN ENTER? Any hair or beauty business. You don’t have to be an NHF member. WHAT CATEGORIES ARE THERE? There are nine categories: ã Best independent hair or beauty salon ã Best independent barbershop or male grooming business ã Best business group (for any chain of four or more salons) ã Best new business ã Best client experience ã Best community support ã Best apprentice ã Best front of house ã Best environmentally-friendly business HOW DO I ENTER? Go to nhf.info/nhfbusinessawards for details on how to enter and to download an entry form. WHAT WILL HAPPEN THEN? As part of the judging process, finalists in most categories will receive a “mystery shopping” visit. Finalists will be given a free copy of their report to see their business in a whole new light. WHAT DATES DO I NEED TO KEEP IN MIND? 5pm Friday 28 July – deadline for entries Monday 4 September – finalists will be announced Sunday 19 November – the big day, the winners will be announced WHERE WILL IT ALL HAPPEN? The awards dinner is being held on Sunday 19 November 2017 at the VOX Conference Centre, part of the ResortWorld complex at the NEC, Birmingham.

WATCH THOSE DATES! As the saying goes, you have to be in it to win it. So, make a note of important dates and deadlines. This includes the closing date for entries (28 July), the announcement of finalists (4 September) and of course the event itself (19 November). Remember, you cannot enter if you are not able to be present at the awards’ dinner.

Alice Kirby is director of Lockhart Meyer Salon Marketing

May/June 2017 | salonfocus

The NHF’s Business Awards and Britain’s Best

GET READY FOR THE NHF BUSINESS AWARDS WILL BE A WHOLE DAY OF CELEBRATIONS, AS THE WINNERS OF BRITAIN’S BEST AND THE NHF PHOTOGRAPHIC STYLIST OF THE YEAR WILL BE ANNOUNCED. HERE IS WHAT YOU NEED TO KNOW.

et out your felt tip pen and circle Sunday 19 November in your diary. That’s because not only is it the day of the new NHF Business Awards, it is when this year’s Britain’s Best and Photographic Stylist of the Year winners will be announced.

Of these, ‘Forties to Noughties’ has been introduced as a special reminder that this year is the 75th anniversary of the NHF, which began in 1942. The category will be celebrating hairstyles and iconic looks from the last 75 years. The cost of entry will this year

Entries for Britain’s Best are set to open from July, but here is a sneak preview. There will be nine categories: ã Hair Up (students and trainees) ã Hair Up (open to all) ã Female Fashion (students/trainees) ã Female Fashion (open to all) ã Male Fashion (students and trainees) ã Male Fashion (open to all) ã Male Grooming (students and trainees) ã Male Grooming (open to all) ã Forties to Noughties (open to all)

salonfocus | May/June 2017

be £15 for the students and trainees categories and £20 to enter the open to all categories. There will be more details in July – so watch this space. But in the meantime keep an eye on nhf.info/events for updates. And get planning!

ã Male Fashion Look (students and trainees) Don’t forget the clock is ticking to get your entries in for this year’s Photographic Stylist of the Year competition. There are six categories:

ã Male Fashion Look (open to all) ã Male Fashion Collection (open to all) ã Female Fashion Look (students/trainees) ã Female Fashion Look (open to all)

ã Female Fashion Collection (open to all) To enter, go to the NHF website, nhf. info, and click on the tab “Events” and then “Competitions”. The deadline for entries is 8 September.

Beautiful Britain 2017

HEALTH OF THE

NATION PRICES ARE UP, MEN’S GROOMING IS BOOMING AND NOT EVEN BREXIT CAN DENT OPTIMISM, ACCORDING TO THE LATEST BEAUTIFUL BRITAIN SURVEY.

Sally Salon Services’ sixth annual Beautiful Britain survey of the hair and beauty industry was published at the end of March. Covering some 2,500 salon workers, salon managers, mobile workers and barbers and the views of more than 2,000 consumers between November and December, the survey has become a wellrespected snapshot of the state of the industry. Here are some of the key findings.

PRICES

£27

Average cost of a woman’s haircut. This is now the highest since 2012

£14

Average cost of a man’s haircut – up £3 on 2016. However, this is still £5 lower than six years ago

£18

Average cost of a woman’s tanning treatment. The first rise (from £16) in three years

£33

Average cost of a male facial – again, the highest since Beautiful Britain began

£21

Average cost of a male manicure or pedicure – the highest it has been since 2012

salonfocus | May/June 2017

£26

Average cost of men’s hair colouring – up £2 on 2016. But this is still £12 lower than in 2012

£779

Average annual spend by men on grooming treatments – up 9% (or £68) on last year

£994

Average annual spend by women on beauty treatments – up 12% (or £118) on last year

Beautiful Britain 2017

More than

OPTIMISM

86%

Salon owners, mobile workers and barbers who felt 2016 was a good year. Many reported increases in customer numbers and turnover

90%

Those who, as yet, feel unaffected by Brexit

64%

Those who feel more optimistic than a year ago, the highest since Beautiful Britain began

MALE GROOMING

23%

Salon customers who are now men. Salons say they are continuing to see strong growth in demand for male grooming

63%

Salons (excluding mobile professionals) who have seen an increase in male customers – up 8% compared with 2016

YET

45%

Salons that say they do not offer male grooming services

MIDLANDS BOOMING

64%

NORTHERN IRISH PROMISE

66%

Hair and beauty professionals in Northern Ireland who say they either already provide male grooming services or are planning to offer them during 2017

Salons and mobile professionals in the West Midlands who have seen an increase in male customers

BUT…

49%

Hair and beauty professionals in east England who don’t offer male grooming services and have no plans to do so during 2017

May/June 2017 | salonfocus

Events

KEEP COMPETING

BOOKINGS Anyone interested in attending events should contact the NHF team on 01234 831965 or events@nhf. info. Bookings can be made online at nhf.info/events

ONE-DAY EVENTS NHF BUSINESS “SURGERIES” 15 May – Southampton 03 July – Glasgow MANAGING DIFFICULT PEOPLE 15 May – London 05 June – Norwich

ENTRANTS TO THIS MONTH’S WALES FINEST IN CARDIFF WILL BE EXPECTED TO CHANNEL THEIR INNER STRICTLY. WELSH PRESIDENT MARK CORAY EXPLAINS ALL. Wales Finest on 14 May will still be a serious floor competition designed to showcase the very best talent Wales (and the rest of the country for that matter) has to offer. But it is also this year introducing a couple of innovations that, says Welsh president Mark Coray, took their inspiration from the hit BBC ballroom dancing show. “One of the ways we’re making the competition different this year is by introducing instant judging, a bit like you get on Strictly Come Dancing. The score will instantly flash up, which will put the judges under a little pressure, but will mean that it is a much more upfront experience,” explains Mark. “But we still want there to be an element of suspense, so the score that flashes up won’t be the total mark competitors get. Again like Strictly, the final mark will be a combination of judges votes and public voting, with the audience being able to text in their votes. “The two sets of scores – marks and votes – will then be combined to give the winners a final score. It’s going to be a lot of fun,” he adds. To find out more about Wales Finest on 14 May, and full terms and conditions of how to enter or attend, visit nhf.info/events

salonfocus | May/June 2017

LET YOUR RECEPTION TEAM BOOST YOUR BUSINESS! 15 May – Glasgow 12 June – Sheffield 10 July – Coventry

EVENING CREATIVE EVENTS CREATIVE EVENING WORKSHOP 15 May – Southampton 03 July – Glasgow BARBERING WORKSHOP 26 June – London CLIPPER AND BEARD CONFIDENCE 10 July – Manchester BRIDAL/HAIR UP 15 May – Newcastle 15 May – Manchester

ONE-DAY WORKSHOPS EMERGENCY FIRST AID AT WORK 03 July – London

REGIONAL COMPETITIONS

HALF-DAY WORKSHOPS

Cardiff

MAKE-UP: BRIDAL 08 May – Huddersfield 15 May – Bristol MAKE-UP – “RED CARPET” LOOK 15 May – Bristol COLOUR – BALAYAGE/ OMBRE FUSION 12 June – Kidderminster HAIR LOSS SOLUTIONS – IN SALON 08 May – Bath 19 June – Edinburgh 17 July – York

14 May – Wales Finest, 05 November – Wales

Awards, the Angel Hotel, Cardiff 06 November – Pride of Scotland NATIONAL AWARDS 19 November – NHF

Business Awards (incorporating Photographic Stylist of the Year and Britain’s Best), the VOX at Resort World, NEC, Birmingham NHF AGM 21 May – London

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