Facts and figures Salonfocus is the official magazine of the NHF – the largest, most authoritative voice in UK hairdressing, barbering and beauty Carrying your message to over 5,000 salon owners – running more than 14,000 salons – with a combined annual turnover exceeding £2.5bn NHF members are solely responsible for annual purchases of more than £350m across a wide spectrum of products and services
Salonfocus combines essential industry news with informative features that provide members with material, resources and solutions to run a successful business Salonfocus helps salon owners make the right decisions for their business by providing insight into the latest trends, tools, services and products
Salonfocus showcases everything the NHF has to offer, not only to its members, but as a leading voice for employers within the hair and beauty industry. HILARY HALL, CHIEF EXECUTIVE, NATIONAL HAIRDRESSERS’ FEDERATION
SALONFOCUS CONTENT A taste of just some of the topics covered in Salonfocus
Britain's best - version2_Layout 1 14/10/2014 09:38 Page 1
AFRO-CARIBBEAN HAIR SERVICES: THE CASE FOR TRAINING REFORM
29
MIND THE
I
“hyper naturals” and super glossy autumnal tones, this year we can expect the cleaner, fresher tones we’re already seeing this spring to continue into the summer – and right through to the autumn.
Shelly Lines
Historically, in terms of education, it’s not that hard to see why so many salons are so poor at serving the needs of AfroCaribbean and mixed hair clients. Traditionally, the units that enabled students to understand Afro-Caribbean hair have only been offered as optional units within training modules. If a stylist did not take those units, he or she was going to leave college either not knowing, or just not feeling confident, about things like the different hair classifications or the use of relaxers. That is now changing. The new Habia National Occupational Standards (see panel) coming in this year mean all trainees will now learn about all hair classification types, including AfroCaribbean hair. So, in fact, we’re going to see a situation in a couple of years time where new learners will be coming into salons potentially knowing about something that the salon owner, or even the more senior stylists, do not know much about. That will potentially create its own problem if the salon owner dismisses this knowledge or skills as being unimportant, though hopefully most salon owners will be able to see the
benefit of having someone with this knowledge working for them. But this of course isn’t going to help a salon owner right now who’s looking at his or her salon and thinking, “how can I get my existing staff these skills?”. At the moment your options are limited, but it is very doable and, as has been highlighted, with the potential business opportunity available, also well worth doing. Here’s what I suggest as the best way forward.
SPEAK TO YOUR LOCAL COLLEGE This could well be hit and miss, and it’ll make sense to do some internet research first. But it stands to reason that, if your local college offers modules in AfroCaribbean hair services, you might be able to get some training for stylists, though you will probably have to pay. It might also be that there’s a specific tutor at the college who you can approach directly for advice and guidance.
SPEAK TO MANUFACTURERS One of the simplest ways to get training and education in Afro-Caribbean hair services is simply to do it direct through one of the manufacturers. Key brands such as Design Essentials, Avlon and Mizani do offer a range of courses, although, of course, it is all based around their own product ranges. Nevertheless, what’s valuable is that it will give you an opportunity to learn the basic science behind Afro-Caribbean hair services and then how to adapt that to the different hair types. It will help to build up your confidence at offering these services.
The National Occupational Standards
SPEAK TO YOUR AWARDING BODY Awarding bodies such as City & Guilds and VTCT offer a range of “continuing professional development” courses designed to give staff with some years of experience either new skills or refresh or update old ones. Habia, too, has often run courses along these lines. So it makes sense to see what courses or qualifications it offers in your local area that might be appropriate.
To find out more about the new National Occupational Standards for Afro-Caribbean hair, search for nos.ukces.org.uk and then type in “African” into the search bar. The new standards cover a range of skills, including how to: • Advise and consult with clients with African-type and natural African hair • Shampoo and condition African-type and natural African hair • Perm, set and dress African-type and natural African hair • Colour and lighten, style and finish African-type and natural African hair
Sept/Oct 2015 | salonfocus
30
SALON
Expect to see warm multi-tones coming through the mid lengths, from rich mocha through to soft maple tones, predicts Dan Spiller. With the introduction of the new Magma and Freelights ranges from Wella Blondor, Dan says the opportunity now exists for stylists to see much more clearly where to apply multi-tone product to give precise results, and so achieve a better finish. “Not having to use foils really opens the opportunity for creativity with colourists and their clients,” he says. “But it’s important to understand that every salon client is different. While many trends might suggest a more extravagant shade, work with your client to understand if this is right for them. You can still work to a trend look but tone it down if necessary,” he cautions.
TO BEAN OR
APART NOT TO BEAN
THE SALON EXPERIENCE IS ABOUT SO MUCH MORE THAN A GREAT LOOK. STARTING A NEW SERIES, SALONFOCUS LOOKS AT ‘STUFF’ – GADGETS, EQUIPMENT, KIT – THAT COULD HELP SET YOUR SALON APART. TO START: THE COMMERCIAL COFFEE MAKER.
WHAT IS IT? Salon coffee machines these days come in an array of shapes, sizes, models and functionality. A coffee maker can mean anything from a basic filter coffee pot right up to a “bells and whistles” restaurant-quality machine. TELL ME MORE A high-end coffee vending machine can be a quick and easy way to make an impact with clients, offering something a bit more special than a cup of warm, milky instant. Depending on make and model, it means you can offer the “bean-to-cup” freshly ground “barista” coffees – latte, espresso, cappuccino, mochaccino etc – clients increasingly expect. It will mean your stylist/ junior doesn’t have to spend time mucking about with kettle, coffee, milk and sugar. With pushbutton functionality it is likely to be considerably faster – delivering in seconds – than the average junior, as well as more consistent in quality. WHAT DO I NEED TO THINK ABOUT? Many machines are very compact these days, but if space is at a real premium you will need to think where it’s going to go in the salon. You will also need to consider whether you’re going to go for a plumbed-in or water container option (which will probably need to be filled by hand). It’s worth asking how the milk works. With many machines it’s just a question of pouring in normal
refrigerated milk by hand, but it’s worth checking. An espresso machine will also steam the milk. Think, too, if you want to go for a machine that offers both tea and coffee. As coffee is normally dispensed at a slightly lower temperature than tea, don’t just assume it will do both. Vendors often calculate what machine is right for you on the basis of how many drinks you serve an hour. So, while any new kit is exciting, think how many cups you’re really likely to make (and bear in mind this could go up now you’ve got a shiny new coffee maker). WHAT’LL IT SET ME BACK? Naturally it’s going to vary. You can spend as little as a couple of hundred up to four figures. You will normally also have the option to rent or lease, which can come in at around the £10-15 a week mark. Within this calculation, of course, will need to factor in whether you’re going to offer this as a free benefit to clients or not. Don’t be afraid to compare and contrast specialist vendor prices with high street chains such as John Lewis. Don’t be afraid, too, to ask about deals or introductory offers. Some vendors, for example, will provide starter packs including branded crockery, condiments, stirrers and things like a chocolate shaker, which can give your coffee area a polished, more professional feel. Ask, too, about extras like biscuits, table menus, window stickers or posters, as many vendors do also provide these.
t is Saturday: the sun is blazing, the sky is Mediterranean blue. Where would you rather be, picnicking in the park or stuck in a hot, stuffy salon?
I
21% 18%
11% 50%
Put that way, it’s hard to see how salons can compete when clients’ thoughts turn to wanting to live a bit more “al fresco”, even with the uncertainty of the average British summer. Nevertheless, as the weather warms up, offering extra little touches beyond your normal hair and beauty services can help to turn a salon into more of a summer “destination”. A glass of decent chilled white wine, delicately cut sandwiches, a selection of canapés, perhaps Italian ice-cream and premium coffee can all hit the mark. Or how about good-quality biscuits, iced coffee, iced tea and fresh juices? SUMMER ‘MENU’ For salons lucky enough to have a wide pavement outside, a few tables at which clients can sit and have a drink and read a magazine away from the heat and the buzz of the salon can often work well too. Tatiana Karelina, owner of Tatiana Hair Extensions, which has salons in London and Manchester, says: “Creating
SMALL TOUCHES Howard Yuill runs Howard Yuill Hairdressing in Hale, Cheshire, and says he is constantly looking for ways to improve clients’ experience while at his salon.
WHAT YOU COULD OFFER… • Chilled white wine or rosé • Champagne and Prosecco • Ready-to-drink cocktails • Biscuits, canapés or sandwiches • Premium coffee, including espresso, latte and cappuccino • Selection of teas, including herbal and loose leaf • Freshly-made juices
Mar/Apr 2015 | salonfocus
CLIENT CONVERSATION For example, through Twitter you have the ability to dip in and out of conversations with people or businesses that do not follow your account. Equally, if you encourage clients to follow you, it immediately allows you to engage in a real-time conversation. But as the guide emphasises, one of the most important things salon owners should ask before posting each and any tweet is, “is this going to be of interest to my followers?”.
salonfocus | Nov/Dec 2014
RESPOND TO COMMENTS It’s important to respond to positive messages, for example, “so glad you enjoyed your treatment! See you again soon x”. Even more so, it’s vital to respond to, and engage with, negative comments, the guide recommends. “If a customer is not happy with their service, shares it on Twitter and you leave it unanswered, it looks bad. Make sure you contact them and see what the problem is (‘Sorry to hear that! Would you like to come into the salon to have the cut corrected?’).” But the guide advises not to get into an online, and very public, battle of words. If someone is abusive, report them to the site’s creators. ONLINE EXTRA Download The Salon Owner’s Ultimate Guide To Twitter https://tinyurl.com/nnzgk6w
RETWEET: Click the retweet icon to make someone else’s Tweet visible to your followers QUOTE TWEET: The same as a retweet just with an added comment from you
TWEET: A message posted via Twitter containing 140 characters or fewer
A SOCIAL MEDIUM
FOLLOWERS: People who follow you, which means your Tweets appear in their Timeline
TWITTER – WHAT’S IT ALL ABOUT? AS A NEW GUIDE IS PUBLISHED, ANDREW DON LOOKS AT HOW TO GET THE MOST OUT OF THE 140-CHARACTER SOCIAL MEDIA SITE.
ffering nail services can be a quick and easy way to make money. Most good salons will charge between £35-£50 for a set of nails which, realistically, will take an hour to do. So, what do you need to know?
O
GET HEALTH AND SAFETY-AWARE Product will need to be stored correctly, and do remember liquid monomer,
May/June 2015 | salonfocus
TECHNOLOGY SPECIAL: WHAT MEMBERS ARE DOING
TIMELINE: A list of Tweets from users you are following
et’s all hope we never get to the point where we settle into the chair and wait patiently for the friendly robot stylist to glide over with comb and scissors in its outstretched claw.
L
REPLY: A Tweet posted in reply to another user’s message
OTHER SITES TO CONSIDER
MENTION: By including someone’s @username in a Tweet you can bring your content to another user’s attention
FACEBOOK (facebook.com)
HASHTAG: Users add # before words or phrases to categorise them for others or to organise conversations around a theme
TUMBLR (tumblr.com) INSTAGRAM (instagram.com) LINKED-IN (linkedin.com) PINTEREST (pinterest.com) GOOGLE+ (plus.google.com) FLICKR (flickr.com) VINE (vine.co) TAGGED (tagged.com)
CLIENT EXPERIENCE Technology was also changing the way salons communicate with clients, and vice versa, with nearly 86% reporting contact via text, push messaging, social media and email all increasing. Two thirds also said access to technology was now “very important” to the client experience, with 95% believing this would only become even more so in the future. And why are members doing all this? As one member put it: “The screen will become the ‘silent salesman’ – product and trend information without the sales pitch.” “A wider range of entertainment rather than just reading,” added another. Or, as a third, rather candidly, summed it up: “Make more money, give staff and clients a better experience.”
TECHNOLOGY Nov/Dec 2014 | salonfocus
salonfocus | May/June 2015
For all your insurance needs including:
39%
GONE UP STAYED THE SAME GONE DOWN
£72m Decline in value of men’s grooming market in EU during 2013/14, with retailers blaming this on the growth in popularity of beards
29%
Think the apprentice wage should be the same regardless of age
Would like the 2015 apprentice wage left frozen or unchanged
Would like 2015 rates left frozen or unchanged
Admit to not understanding about HMRC ‘naming and shaming’ and fines
Salon Insurance respectable, prudent and generally serious-minded people. Certainly an Australian academic called Insurance Liability Chair The study by Dr Lucy Newton and Dr Professor RobertRenters Brooks from the Victoria Barnes of the university’s Law University of New South Wales thinks School has argued that another factor in this might be the case. Insurance Accident & Illness Personal the popularity of beards at this time – the In a recent academic paper, Professor 1850s – was the Crimean War between Brooks has argued that one of the Home, Motor and Travel Insurance Britain, France and Russia. reasons why smooth chinned looks are People were keen to emulate the look now starting to become more popular of returning British soldiers, who had again is simple economics. grown beards to cope with the freezing When times are tougher, when men conditions. are having to compete more for jobs, Official Insurance Broker to For Victorian bankers, the fact a beard there is a greater desire to look more projected an air of competence and distinctive, flamboyant and “masculine”, authority was also important because he argues. bankers were trying to restore their Indeed, he suggests there is some reputation with the general public evidence that after the 1929 Wall Street following a severe banking crash at the Crash in America, beards returned to beginning of the nineteenth century. popularity for a number of years. Although the research does not make Equally, and perhaps less surprisingly, this link directly, might there therefore the more bearded men there are around even be an argument for modern-day on our high streets, gradually the less bankers to embrace the bewhiskered attractive the look becomes for potential look – mutton chops, sideburns and all – partners, the research has suggested. of their Victorian counterparts? When people are confronted by a
acetone and nail polish remover are all flammable. Any staff working on nails needs to know the difference between cleaning, sanitising and sterilising and the importance of ensuring all metal tools are sterilised at end of each working day. Hammer home, too, the importance of cleaning in front of your clients – it makes them aware of how thorough you are. All employees should know, understand and be following all health and safety procedures, including where and what the accident book is, where the first aid box is and how it works. GET THE RIGHT PRODUCT Regular clients tend to stick to the same polishes and products or even gel colours. Being unable to offer them what they desire is just bad service! So
OTHER THAN JUST PHONING UP OR PHYSICALLY COMING INTO THE SALON, HOW CAN CLIENTS COMMUNICATE WITH THE SALON AND HOW DO YOU COMMUNICATE WITH CLIENTS?
65%
11.3%
24.5%
Nevertheless, sales of shaving equipment sold across EU during 2013/14
BUSINESS
BARBERING
salonfocus | Sept/Oct 2015
29
CASE
STUDY
GET CONSULTATION CARDS Having signed consultation cards can be really helpful. You’re going to need information such as medical details, contra-indications and history of treatments not just to be professional but also to cover you when it comes to insurance. But, for data protection, make sure these are always stored securely. GET THE SPACE RIGHT If you are using liquid and powder your working area has to have good lighting and be well ventilated. GET SERIOUS Don’t do it half-heartedly – see it as a serious part of your business, as important as the hairdressing, and make sure you’re keeping up with all the trends, which change all the time. It can be a good idea to subscribe to nail magazines and keep an eye on London Fashion Week or Paris Fashion Week.
LISA COLLINS: RESPONDING TO CLIENTS
Lisa Collins
LISA IS OWNER OF LISA COLLINS HAIR DESIGN IN RUGBY
19
DAN STRUTT
Two years ago apps were only just beginning to enter the salon industry. The challenge was to make them affordable for smaller businesses while still including features useful for clients. The early salon apps were predominantly booking apps, allowing customers to request appointments easily from their phones. Most can still do this, but they’ve evolved massively. More and more salons are now using the in-app loyalty programmes, offering coupons or deals or money off retail products to reward loyal clients. Another innovation is scheduled “push” messaging, essentially free promotional messages you can set up to go out at a specific time, perhaps ahead of Easter or Mother’s Day. Salons are increasingly using push messages for general hair hints and tips. Another great way to use the app is for customer referrals. So you offer rewards to clients for, say, promoting the app on Facebook, Twitter or another social media feed.
DR DENISE BADEN
services, including waxing, eyelash extensions and 10-minute make-up.
W
WHY ARE WE DOING IT? Where we are people are still watching their pennies. So I need to give my clients as many reasons as possible to come, and to keep coming, to the salon. My clients tell me what they want is a ‘one stop shop’, with everything under one roof, hair and beauty together, and so that’s what we’re aiming for. Offering nails has been an easy way in to beauty. It’s something we know ladies like, it’s relatively low cost, it doesn’t need to take up much space in the salon but (being in the window) it’s very visible. In the future I’m sure it’s going to be a big, and growing, part of my business.
Nov/Dec 2014 | salonfocus
THE ENVIRONMENT 20
SOCIALLY MOBILE DAN IS CO-FOUNDER OF SAPPSUMA, THE COMPANY BEHIND THE NHF’S APP
DENISE IS ASSOCIATE PROFESSOR AND SUSTAINABILITY OFFICER AT SOUTHAMPTON UNIVERSITY BUSINESS SCHOOL.
Photography: David Weston, Post Photographic Ltd
BEAUTY
salonfocus | Nov/Dec 2014
SALON APPS – INCLUDING THE NHF’S – HAVE REALLY TAKEN OFF IN THE PAST TWO YEARS, SAYS DAN STRUTT.
87.7%
85.9%
£2.2bn
0800 458 81 81 www.coversure.co.uk/nhf
salonfocus | Nov/Dec 2014
make sure you always have the right products in stock. Using cheaper, bad products is a false economy. It is a good idea to avoid products containing the MMA liquid monomer as, while not banned in the UK, it is banned in the US. We use brands that use the EMA liquid monomer.
TECHNOLOGY SPECIAL: WHAT MEMBERS ARE DOING
65%
But, as salonfocus discovered when it surveyed more than 100 NHF members, technology, tablets, apps, TVs and free Wi-Fi are becoming ever more commonplace within salons. Salonfocus asked members what they were doing with technology, what “kit” or gizmos they were putting into their salons and what they felt was coming next. The verdict was pretty clear-cut. More than half (52%) were planning to invest in new technology in the coming 12 months. Wi-Fi was the most common technology offered by salons, followed by tablets, in-salon TV screens and DVD players or screens.
W
Men who say they feel “under pressure” to keep their facial hair neat and tidy
78%
EXTENDING INTO NAILS CAN BE A FIRST STEP INTO BEAUTY Like many salons we used to just have some reception chairs sitting under our window. But my view is if it hasn’t got a price tag on it, it shouldn’t be in the window! So about a year ago we decided to move the chairs and set up a nail bar instead. At the moment, because the girl who does it can only do one day a week, it’s still a relatively small part of my overall business, perhaps four to five clients a week. But, for me, this is just a first step. We’re converting a back area into a dedicated beauty room – and it should be opening in time for Christmas. This will offer a wide range of beauty
TECHNOLOGY IS PROFOUNDLY CHANGING HOW SALONS COMMUNICATE AND INTERACT WITH CLIENTS. WE SURVEYED MEMBERS TO FIND OUT MORE.
succession beardedinsurance, men, they tend whether you might have aboutofyour equestions all know the economy decide clean-shaven isyou’re improving. It’s through also insured theto NHF or not. men are more attractive, and vice versa. clear that, while many salons and barbers have VICTORIAN BEARDS benefited over the past few Further research, this time by Henley years from the booming Business School in Surrey, has identified popularity of beards, we may how the beard was an essential part now be past “peak beard”. of the identity of the Victorian banker, But are these trends linked? a key way of showing they were
59% Consumers who think it is looks unprofessional for men to have ungroomed facial hair in the workplace
27%
Beauty special
GET THE RIGHT TECHNICIAN This is vital. You need to be sure your nail technician is properly trained. As a minimum look for a Level 3 NVQ in nail services. Always, always trade-test first. Make sure she sticks to her commercial timings. Going over time can come across as unprofessional.
A BETTER EXPERIENCE
We’ll be on hand on the day to offer advice and answer any
45%
With plans to give a pay rise in line with inflation
Beauty special
NAILS CAN BE A COLOURFUL, CREATIVE ADDITION TO YOUR BUSINESS, SAYS NAOMI ABEL, HEAD OF MARKETING AT THAT NAIL PLACE, FOLKESTONE.
IMPROVING YOUR SALON
IF A CUSTOMER IS NOT HAPPY WITH THEIR SERVICE, SHARES IT ON TWITTER AND YOU LEAVE IT UNANSWERED, IT LOOKS BAD As the guide also advises: “Twitter is a great tool to give your business a human face – show off your team and their achievements.” A good example is this quoted by the guide: “Just had a lovely lady who has travelled an hour and a half for a brow treatment – well worth the journey.” Another powerful way of engaging with clients is to post small tips and tricks for looking after your hair, accompanied by a good image. As well as marketing and promotional messages, Twitter can be a great tool to illustrate just how much of an expert you are in your field. A good example might be: “Lots of horror stories today in the nationals about beauty disasters – you are within your rights to ask for proof of training and insurance.”
28
SIX WAYS TO NAIL NAILS
PUSH NOTIFICATIONS
N
Salons even have their own hashtag #hairhour, launched by hairdresser Lee Brown and endorsed by NHF president Paul Curry (salonfocus, September/October 2014). But are you making the most of it? Phorest, creator of Phorest Salon Software, has published a new guide, The Salon Owner’s Ultimate Guide To Twitter, aimed at both social media novices and veteran Tweeters. That’s because, unlike Facebook, Twitter is something you have to work at if you want it to have an impact. For newcomers, the limit of 140 characters for tweets and the vocabulary of “hashtags” and “retweets” can all seem a bit confusing at first. Even for established users, building your Twitter presence and following, creating great content and finding further opportunities take time and effort. But, as Phorest content and event management marketing executive Alex Quinn points out, not putting in this investment is no longer an option. “We live in a world where social media is a huge part of not only everyday life but now also an essential when it comes to business,” she says. “It is the platform for building strong personal relationships with your customers with the ultimate goal of retaining as many of them as possible,” she adds.
31
• Food and drink can be a great way to create a summer buzz • Think what training staff will need, especially around hygiene or health and safety • Will you need a licence? If you’re serving food or alcohol, or even just putting out tables, you probably will. Check with your council
18
2014
Call Coversure today on
CONVINCE ME: sip, slurp, mmm…
23
Coversure Insurance Services, the official insurance broker to the National Hairdressers Federation, is proud to sponsor Britain’s Best 2014.
WAS THE BOOM IN BEARDS ALL DOWN TO THE FINANCIAL CRASH OF 2008? AND, WITH THE ECONOMY RECOVERING, IS THAT WHY CLEANSHAVEN ARE NOW RETURNING? GotLOOKS a question?
Facts and figures
80%
… AND THE EXTRA KIT YOU MIGHT NEED
Business
GAMES
25%
With plans to give a pay rise, but less than inflation
Considering a pay rise above inflation
35
BEARD
43%
32%
27%
Trends: beards through history
Good luck to all this year’s entrants!
76%
• Juicer • Sandwich maker • Portable grill • Microwave • Espresso machine • Coffee percolator • Single-serve cafetières
Business
owadays it is unusual to find a salon or individual hairdresser or barber who is not on Twitter in some shape or form.
£
Turnover in salons
2013
At the moment the wage for apprentices applies to trainees aged 16-18 or over 19 in the first year of their training, after which they revert to the age 18-20 or adult rate. As apprenticeships normally last for two years, members have long argued this means there is no incentive to take on older trainees, such as those who have stayed in school until age 18. More widely, with little sign of economic recovery on the high street – and many salons still finding the going tough and under pressure to keep costs down – the industry has called for rates generally to be left unchanged.
With no plans to increase wages over the coming year
IF NOTHING ELSE READ THIS…
“I have a mixed client base, both male and female, young and old. My female clients tend to enjoy a cup of tea or coffee while having their hair styled,” he tells salonfocus. For example, he offers The Lotus Biscoff, an individually wrapped biscuit often known as “the hairdresser’s biscuit” because it is served by thousands of hairdressers with the drinks they serve their clients. “The biscuits are popular with all my customers, and I’m regularly asked by my clients for a couple of extra ones to take home with them,” says Howard. “I stock the 1 x 300 pack. It’s a small case but holds lots of biscuits and because they’re all individually wrapped they’re always fresh. As they don’t contain any chocolate they are ideal for serving in a hot environment “In such a competitive business, it’s the small touches that customers really appreciate and keep them coming back,” he adds.
T
INTENSE COLOURS: THE LATEST COLLECTION FROM DEBBIE G
Advice: getting ready for the summer
an environment your clients actually want to spend time in is a crucial part of running a successful business. “These days we don’t just offer hair extensions, our guests want more: since we opened our doors in 2008 we started offering our clients an extensive range of complimentary non-alcoholic and alcoholic drinks, loose leaf teas and infusions, mineral waters and fruit juices.” As well as a summer menu, the salon offers mulled wine, “spiced tea” selections and hot chocolate with marshmallows during the winter. For the summertime, Tatiana noticed clients really enjoyed a glass of bubbly when the weather got warmer. “So if our clients wish to indulge, a chilled glass of wine or Champagne is on offer,” she says. When a client spends a few hours in the chair it is also important to have a food menu handy, she adds. To that end, she works closely with a next-door restaurant called Terrace. “Terrace’s dishes focus on healthy, nutrient-dense produce and the clients love their food,” Tatiana says.
he government has asked the Low Pay Commission to look at how the minimum wage for apprentices can be simplified (salonfocus, Sept/Oct 2014).
Percentage of salons...
TWEET TWEET Tell us what you think will be hot this autumn @NHfederation
Advice: getting ready for the summer
AS THE WEATHER WARMS UP, OFFERING EXTRAS CAN MAKE YOUR SALON AN ATTRACTIVE SUMMER DESTINATION, WRITES ANDREW DON.
SALONS WANT TO SEE A ‘SINGLE AGE’ MINIMUM WAGE FOR APPRENTICES AND FOR RATES GENERALLY TO BE FROZEN NEXT YEAR. SALONFOCUS CRUNCHES THE NUMBERS.
ANYTHING GOES Mark Leeson predicts the biggest trend this autumn will be “the lack of trends”. If we see anything it’s likely to be a move back to the “anything goes” styles of the 1980s. “I think we’ll see more vibrant colours, the bob shape will be everywhere and as far as rules go – forget it,” he forecasts. This autumn's look will be all about the personalised placement of the colour, as well as bespoke colour to enhance one area or section, he believes. “It’s still very much a priority to maintain the condition of the hair, so I think the focus for product houses will be very much geared towards conditioning colour that lasts and maintains vibrancy,” he adds.
Supporting Britain’s Best
Business
However, unlike business secretary Vince Cable’s suggestion of a £3.79 wage across-the-board for apprentices aged under 18 (see News), NHF members say they would strongly prefer the existing apprentice wage (£2.73 an hour) applied to all apprentices, whatever their age.
salonfocus | May/June 2015
22
• Autumn tones will be clean and fresh with a crisp finish • We’ll see strong, vibrant colours and lots of high shines and sheer glosses • The 1980s will be popular again, as will be the bob
salonfocus | Mar/Apr 2015
HOT STUFF
14
A FAIRER WAGE
IF NOTHING ELSE READ THIS…
INDUSTRY TRENDS
salonfocus | Sept/Oct 2015
SET YOUR
That’s the verdict of Debbie G, creative director of Debbie G Training, who came together with Tom Smith, colour director at London salon Billie Currie, in January to predict for salonfocus what will be “hot” in ladies colour this spring. They were joined by Wella Colour Club and Marc Antoni artistic team member Dan Spiller and 2014’s British Hairdresser of the Year Mark Leeson, of Hair, Body & Mind in Nottingham, in examining the trends that will be keeping salons busy later on this year. While spring/summer tones will be fresher and cleaner, we can also expect a crisper finish to carry through into the autumn, they argue. A more solid base will give a “pure” feeling. High shines will be another essential element, with a pure, shinier finish to hair and a simplified, toned-down feeling to the colours. “This means colours will get stronger and more intense. Blondes will go more solid while brunettes will go darker and stay with more natural or cooler tones,” predict Debbie and Tom. More solid, graphic shapes are always popular as the seasons turn darker and this year they will be complemented by equally strong colours, they suggest. Sheer glosses are also likely to be popular to create an overall more blended feeling. “This helps to create a smoother, more luxurious feel whilst maintaining the flattering tonal variation throughout the hair,” say Debbie and Tom.
31
Hair trends
AUTUMN GLORY
HOW COLLEGES TEACH AFRO-CARIBBEAN HAIR IS CHANGING, AND ABOUT TIME, SAYS SHELLEY LINES, DIRECTOR OF H.O.B.O (HAIRDRESSING OF BLACK ORIGIN) RECRUITMENT. BUT THERE ARE WAYS TO GIVE YOUR EXISTING STAFF THE SKILLS THEY NEED.
I
Hair trends
WHILE MANY TRENDS MIGHT SUGGEST A MORE EXTRAVAGANT AUTUMN WILL BE ALL ABOUT VIBRANT COLOURS SHADE, WORK WITH AND FRESH, NATURAL TONES, WRITES ANDREW DON. YOUR CLIENT TO UNDERSTAND IF THIS MORE MULTI-TONES f autumn 2014 was all IS RIGHT FOR THEM
(SKILLS) GAP f you’re ignoring the needs of people with Afro-Caribbean or mixed hair, then not only are you failing your community and potentially damaging your reputation, you’re missing out on a hugely important business opportunity.
30
Sources: Mintel; IRI
AFRO-CARIBBEAN HAIR SERVICES: THE CASE FOR TRAINING REFORM
SALON APP
28
G
Photographic Stylist of the Year competition
PHOTO FINISH ime is running out if you want to be part of this year’s NHF’s Photographic Stylist of the Year competition. We need to receive your entries by noon on Friday 18 September.
T
That gives you approximately a fortnight to get your photoshoot sorted and your entry submitted. We still recommend you plan your shoot carefully and don’t rush things. But now’s the time to really focus in on what you want to create, style and shoot. Remember, there are four categories this year: • Male and Female Fashion Look Category 1 (open to those working towards Level 3) • Male and Female Fashion Look Category 2 (open to all) • Male and Female Afro-Caribbean Look (open to all) • Male and Female Fashion Collection (open to all) Here’s a reminder of all you need to know about how to enter.
STEP ONE
‘ONE TOUCH’ CALLING Many clients like “one touch” calling using an app – in other words the convenience of being able just to click “call” from within the app rather than having to search for the salon number. The key, as with any app, is to keep it interesting, so remember to update offers, vouchers or content. When updating it can be a good idea to send out push messages about the update. You probably want to be sending at least a couple of push messages a month. This will not be so many as to be obtrusive or annoying but will keep your salon in people's minds. THE NHF'S APP The NHF app is available for a £70 plus VAT set-up fee, including full design, after which it is £30 a month plus VAT. For more details go to nhf.info and look up “NHF apps” under “Membership packages”.
May/June 2015 | salonfocus
TAKING YOUR PICTURE(S)
STEP TWO
MALE AND FEMALE FASHION LOOK AND MALE AND FEMALE AFRO-CARIBBEAN LOOK These categories are judged on a single image. Simply create your fashion look and take your picture.
MALE AND FEMALE FASHION LOOK AND MALE AND FEMALE AFRO-CARIBBEAN LOOK Complete the entry form at nhf.info/ photographic, upload your image and make your payment online.
MALE AND FEMALE FASHION COLLECTION We need a collection of images suitable for the front cover of a magazine. Submit four images (high resolution JPEGs or TIFFs 300dpi minimum). Think about lighting and layout. And make sure your photographs are not too dark.
MALE AND FEMALE FASHION COLLECTION Put your four images on a disk or USB stick and post them to the NHF with your completed application form (see address on page four). So build in enough time for this to arrive in time, and check with the Post Office when you send it.
EVENTS/COMPETITIONS
salonfocus | Sept/Oct 2015
SUBMITTING YOUR WORK
ENTRY
FEES
• Male and Female Fashion Look Category 1 – £10.00 • Male and Female Fashion Look Category 2 – £15.00 • Male and Female Afro-Caribbean Look – £15.00 • Male and Female Fashion Collection – £30.00 Remember, the deadline for entries is noon on 18 September. Full terms and conditions can be found at nhf.info/photographic. The winners will be announced at Britain’s Best. This year’s competition is proudly sponsored by ITEC and Spencer Scissors.
SALONFOCUS CALENDAR Salonfocus is brimming with content relevant to the hairdressing, barbering and beauty sector, in each and every issue. Alongside our bi-monthly themes (see below) we also include a variety of independent features which can be enquired about by contacting Andy on 01536 527297 or at andy.etherton@nhf.info.
ISSUE
PUBLISH DATE
COPY DEADLINE
JANUARY/FEBRUARY
4 JANUARY
7 DECEMBER
MARCH/APRIL
29 FEBRUARY
9 FEBRUARY
MAY/JUNE
29 APRIL
7 APRIL
JULY/AUGUST
30 JUNE
8 JUNE
SEPTEMBER/OCTOBER
31 AUGUST
10 AUGUST
NOVEMBER/DECEMBER
31 OCTOBER
11 OCTOBER
The Salon Life-cycle: What you need to plan for when your salon is young, middle-aged and mature.
Bridal Hair: How salons can maximise the bridal hair and beauty market.
Profitability: Practical tips and advice to boost your salon’s margins effectively.
Design: How to improve your salon’s interior and overall image, no matter the budget.
Education: A look at the apprenticeship trailblazer process and an insight
The Glamour Edition: How to turn your salon into a night-out destination.
Tech Specs We accept files in the following formats: • Press Quality (high resolution) CMYK composite PDF with all fonts embedded. These should ideally be saved as PDF/X-1a. (For assistance in creating PDF/X-1a refer to www.pass4press.com) • Illustrator CS1, CS2, CS3 & CS4 AI/EPS with fonts converted to outlines • Indesign CS1, CS2, CS3 & CS4 with all links and fonts supplied • Any images used must be saved at a minimum of 300dpi at 100% scale. Line art saved at a minimum of 1200dpi • Colour=CMYK/Bitmap/ Greyscale. Acceptable image formats = psd, jpg, tif • Text to be supplied in MS Word format. Images should NOT be supplied within the word doc • Files can be sent on CD or DVD disk. Files under 10 Mb in size may be emailed by arrangement • Please phone for information regarding transfers via ftp
RATE CARD Salonfocus offers advertising opportunities no matter what your marketing requirements. Don’t miss your opportunity to advertise in every salon owners must-have magazine. Get in touch with Andy on 01536 527297 or andy.etherton@nhf.info. FULL COLOUR
SPECS
Ouside Back Cover Inside Front Cover Inside Back Cover
RATE £1595.00
Type area: 183mm x 260mm Full bleed: 216mm x 303mm Trim: 210mm x 297mm
Full page
£1495.00 £1395.00 £1295.00
Half page
Horizontal: 183mm x 128mm Vertical: 89mm x 260mm
£795.00
Quarter page
89mm x 128mm
£495.00
Inserts (up to 10gsm) Rate per 1000 – for prices on weights above 10gsm please contact Andy at andy.etherton@nhf.info
Website button
£95.00 per 1000
300 pixels wide 100 pixels high
Rate of £150.00 per month
Rates above exclude VAT, which will be charged at the rate in force.
AFFILIATE MEMBERS
Salonfocus offers a discounted rate to affiliate members of the NHF. To find out more about affiliate membership contact Tina.Beaumont@nhf.info.
THE ESSENTIAL MAGAZINE FOR SALON OWNERS
WHO TO
CONTACT Make sure you don’t miss the opportunity to get your brand seen by key decision makers in the hair, barbering and beauty sector. Get in contact with our media sales team to secure your position in this year’s line-up of Salonfocus. ANDY ETHERTON SALES DIRECTOR t: 01536 527297 e: andy.etherton@nhf.info TINA BEAUMONT AFFILIATE ENQUIRIES t: 01234 834383 e: tina.beaumont@nhf.info
For digital back copies of Salonfocus magazine or to find out more visit nhf.info/salonfocus