salonfocus November/December 2018

£3.50 The essential magazine for salon owners

November/December 2018

SHADE TO GRAY ‘MONOCHROMATIC’, THE LATEST COLLECTION FROM CHRISTIAN WILES, ONE OF THREE NEW NHF AMBASSADORS

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A new voice for beauty: NHF launches new National Beauty Federation

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Be bold and refresh your salon or barbershop for 2019

34

Transform your colour testing with our new-look allergy alert “toolkit”

Nov/Dec 2018 | salonfocus

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Contents

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C O N T E N T S 14

P6 NEWS Doctors have warned that salon staff carrying out acrylic or gel polish nail treatments must wear disposable protective gloves P10 DON’T PANIC WHEN HMRC CALLS A visit from HMRC is something many of us dread. When it happens, be helpful. But don’t be afraid to stand up for yourself

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P12 A NEW VOICE FOR BEAUTY The NHF has launched a sister trade association, the National Beauty Federation (NBF). NHF chief executive Hilary Hall explains the change P14 THE POWER OF THREE Following the success of Gary Hooker and Michael Young as NHF Ambassadors, the NHF will for 2018/19 have three: Hellen Ward (beauty), Christian Wiles (barbering/male grooming) and Anne Veck (hairdressing). We spoke to all three P18 GRAND DESIGNS Right now, salons and barbershops will be totally focused on the build-up to Christmas. But the quieter new year period can be the moment to think big about changing the look and feel of your business P26 TEAM TACTICS Your approach to staff recruitment and retention could make a real difference to your bottom line P29 TELL YOUR STORIES Instagram has more than l6 million UK users. We explain how to make your Instagram stories stand out

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P32 PROTECT YOURSELF Business insurance is vital peace-of-mind protection for your employees, clients and business. Find out what the law says you need, but also how the NHF can help you get valuable discounts on your premiums 34 TESTING, TESTING To mark one million allergy alert and colour consultation record cards being issued to the industry, the NHF has launched a new-look “toolkit” P38 EVENTS The latest from the Step Up & SHINE scholarship and pre-Christmas events in your area

COVER IMAGE An image from “Monochromatic”, the latest collection from new 2018/19 NHF Barbering/ Male Grooming Ambassador Christian Wiles.

Christian describes the image as “a timeless classic”, explaining that: “I took inspiration from photographers of yesteryear and, using texture and depth, I injected a feel of reality to the image to intensify, modernise and enhance the look.”

CREDITS Collection: Monochromatic Hair: Christian Wiles Photographer: Barry Jeffery Stylist: Magdalena Jacobs. Styled with Reuzel. Coloured with Matrix

CONNECT WITH US AND HAVE YOUR COMMENTS AND TWEETS IN THE NEXT ISSUE OF SALONFOCUS Nov/Dec 2018 | salonfocus

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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 831965 e. kelly.sylvester@nhf.info ADVERTISING SALES MANAGER Andy Etherton T: + 44 (0) 1536 527297 e: andy.etherton@nhf.info GRAPHIC DESIGN Ella-Louise Romain & Sacha Robinson-Forster Matrix Print Consultants Ltd T: + 44 (0) 1536 527297 sacha@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. © 2018 The National Hairdressers’ Federation.

WHEN YOU’VE BEEN RUNNING YOUR BUSINESS FOR A WHILE, IT IS EASY TO STOP SEEING THINGS – THAT PERHAPS THE DÉCOR IS LOOKING A BIT OLD OR THE FURNITURE TIRED, OR THAT THE WALLS COULD DO WITH A LICK OF PAINT. I freely admit I left refurbishing Croppers too long. As I explain in this edition, it was only when we discovered we’d had a leak into our basement that I was spurred into action. And I am very glad I was!

The salon looks so much smarter and more modern; so much brighter and fresher. Yes, it was a bit of an upheaval – especially having to close for a fortnight – but it has been so, so worth it.

Right now, everyone is frantic with the run-up to Christmas. But come the quieter new year, I ABOUT AGNES Agnes Leonard is president recommend you take the opportunity to step of the NHF and a registered back and look at your salon with new eyes, take hairdresser. She has worked in the industry for 37 years and the plunge and freshen things up for 2019. owns Croppers Hair Studio in Dundee, a busy, family-run salon On a separate note, I’d like to say how successfully adapting to the excited I am about the launch of the NBF, the fast-changing retail environment – just, in fact, like many NHF National Beauty Federation, our new sister members up and down the country. trade association for beauty.

The NHF has always, of course, supported beauty as well as hair. But, however you’re delivering beauty services, this is about saying very clearly “we’ve got your back”, just as the NHF as a whole has been doing so successfully for more than threequarters of a century.

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.

AGNES LEONARD NHF president

COMING UP IN JANUARY/FEBRUARY 2019

“Perhaps see your GP?” The difficulties and opportunities of highlighting client health issues Bring me beauty. How to introduce new beauty treatments successfully, including male grooming

salonfocus | Nov/Dec 2018

Do you have a salon story to tell? Would you like to be featured in salonfocus?

Get in touch with the team, on 01234 831965, or send an email to nic@cormorantmedia.co.uk

Coversure are proud to sponsor the NHF Business Awards category for:

Best barbering business Coversure: The NHF’s trusted insurance broker

0800 458 8181 coversure.co.uk/nhf

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News

DOCTORS ISSUE WARNING OVER FAKE NAILS

TOUGHER INSOLVENCY LAWS WELCOMED The NHF has cautiously welcomed government plans to introduce tougher measures against bosses who deliberately dissolve their firms to avoid paying off staff or meeting their pension commitments.

The measures will aim to stop the practice of “phoenixing”, where a business goes bankrupt, walks away from its debts and responsibilities yet then relaunches under a different name.

The Insolvency Service is being given tougher powers under the legislation, including the ability to levy bigger fines and more disqualifications for “irresponsible directors” if it is found they have dissolved a company to avoid paying bills.

Companies will also have to prove they can afford to pay salaries and pensions if they are also paying dividends to investors.

NHF chief executive Hilary Hall said: “We welcome these tougher measures, but we are not convinced they go anywhere near far enough to stamp out this practice.”

THE PROFESSIONAL BODY FOR SPECIALIST SKIN DOCTORS HAS URGED OWNERS OF HAIR AND BEAUTY SALONS THAT OFFER ACRYLIC AND GEL POLISH NAIL TREATMENTS ALWAYS TO ENSURE THAT THEIR STAFF WEAR DISPOSABLE PROTECTIVE GLOVES AND CHANGE THEM FREQUENTLY. The warning from the British Association of Dermatologists (BAD) has followed research suggesting nearly a fifth (19%) of people attending dermatology clinics are doing so because of having allergic side-effects from acrylic nails.

A similar 16% reported side-effects from gel polish nails applied in salons.

Side-effects included nail damage and allergic dermatitis, such as itching and swelling of the hands, eyelids, cheeks and neck. Allergic reactions to the (meth)acrylate chemical often found in fake nails were particularly common

salonfocus | Nov/Dec 2018

RISK FOR EMPLOYEES The association has warned the health and safety risks could be especially bad for those working with and applying such treatments day-in and day-out.

The association’s Dr David Orton said: “The risk is particularly high for beauticians and other professionals who work with nail enhancements.

Wearing protective gloves is not enough, as (meth)acrylates will pass directly through many glove types.

“Salon owners need to consider the level of training they offer staff in this area, as there is a genuine occupational hazard that should be mitigated. An important precaution is to use nitrile gloves which are replaced and disposed of every 30 minutes and removed with a ‘no touch’ technique. (Meth)acrylates should be kept away from all direct skin contact. The training also needs to reduce the chances of initiating an allergy in their clients.”

The survey of 742 people was carried out by BAD with nailcare brand Stylfile, created by The Apprentice winner, Tom Pellereau and Lord Sugar.

Separately, BAD has warned that (meth) acrylate chemicals are causing a “contact allergy epidemic” in the UK and Ireland.

A BAD study found that 2.4% of people tested had an allergy to at least one type of (meth)acrylate chemical. This trend was a Europe-wide phenomenon, with women overwhelmingly affected, it added.

Turn to page 34 to find out about the NHF’s new free allergy alert testing “toolkits.”

News

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BE ALERT TO 'HAIR SALON STROKE SYNDROME'

SALON WINS 21 AWARDS (SO FAR) IN FIRST YEAR CONGRATULATIONS TO NHF MEMBER H&CO HAIR SALON, IN TORQUAY, DEVON, WHICH SCOOPED FIVE AWARDS AT THIS YEAR’S PRESTIGIOUS BRITISH HAIR AND BEAUTY AWARDS – AND HAS WON 21 IN TOTAL SO FAR IN JUST ITS FIRST YEAR OF OPENING. The salon, run by 24-year-old Hannah Kernick, won gold in the Hair Salon of the Year, Best New Business and Best Marketing categories. It also won silver in the Top Rated Salon and Entrepreneur of the Year categories.

On top of this, the salon was nominated in four categories in September’s HJI British

DELAY TO T LEVELS

The government has delayed the full roll-out of its new T Level college-based vocational and technical qualifications until September 2023.

The development of T Levels is being overseen by the Institute for Apprenticeships. They will be new two-year, technical study programmes available

Hairdressing Business Awards, eventually winning the Customer Care Award, Salon Design Award and Independent Salon – Business Newcomer Award.

The salon was also a finalist in five categories at this year’s Salon Business Awards, and Hannah has her fingers crossed for this month’s NHF Business Awards, where her salon is a finalist in the Best New Business category.

“To have won 21 awards in our first year of opening is an unprecedented success,” said Hannah.

“I’m so pleased, and would like to thank all my team for their hard work.”

to students aged 16-19 and are intended to run alongside apprenticeships and A levels.

The 12-month extension to the original roll-out deadline of 2022 means the introduction of these new qualifications will now take place over four years rather than take the three originally planned.

The NHF has previously questioned whether T Levels will take off within the industry.

The number of insurance claims relating to so-called “hair salon stroke syndrome” (also sometimes called “beauty parlour syndrome”) is rising, the NHF has warned.

Tilting your head back too far into a backwash for ten minutes or more can lead to neck extension, which could restrict the flow of blood to parts of the brain, increasing the risk of a stroke or brain injury in vulnerable patients.

If a client suffers loss of vision, dizziness, numbness or tingling in the hands or feet, nausea, vomiting or slurred speech while in your salon, you should immediately seek emergency medical care.

Although claims in this area are rare, and the number of reported cases very low, the difficulty for salons is in identifying who could be vulnerable and taking practical steps to avoid the risk.

The NHF as a result is suggesting that salons be aware that those who are probably most vulnerable to “arterial tears” caused by pressure on the neck are the over-50s, especially those with cervical arthritis, those who smoke, who have high blood pressure, high cholesterol, artery disease or diabetes.

NHF chief executive Hilary Hall said: “Our advice is always to use a cushion or pad under the neck to avoid over-extending the neck. Avoid clients spending long or repeated periods of time at the backwash.”

Nov/Dec 2018 | salonfocus

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News

WARNING OF ‘CHILDCARE GAP’

THE UNION BODY THE TUC HAS HIGHLIGHTED A GROWING “CHILDCARE GAP” FOR PARENTS WITH ONE-YEAR-OLD CHILDREN. The cost of childcare for young children has risen more than four times faster than wages since 2008, its analysis has argued.

In England, the average wage for someone with a one-year-old child rose by 12% in cash terms between 2008 and 2016, it said. However, childcare costs over the same period shot up by 48%.

The situation was especially bad in London, where the cost of childcare had

risen 7.4 times faster than pay, in the East Midlands (seven times) and in the West Midlands (4.8 times).

Separately, business owners are being reminded the government’s childcare voucher scheme was due to close to new applicants last month.

It is being replaced by a system of taxfree childcare worth up to £2,000 a year per child for children aged 11 or under (or 17 and under if disabled), as well as 30-hours of free childcare for eligible parents. The new scheme was delayed by six months in March following arguments in Parliament.

LEEDS HAS THE LOOK £7K

£6.3K

£6.3K

£5.9K

£5.9K

LEEDS

LONDON

COVENTRY

BELFAST

MANCHESTER

BRITONS ON AVERAGE SPEND £4,454 A YEAR ON THEIR APPEARANCE, WITH PEOPLE IN LEEDS SPENDING THE MOST, A WHOPPING £7,000 PER HEAD, A SURVEY HAS SAID. The poll by credit website Totally Money looked at combined spending on beauty treatments and products, clothes and gyms.

salonfocus | Nov/Dec 2018

Londoners came second, spending an average of £6,300 a year.

Residents of Coventry topped the table for spending the most on spas and nail treatments.

Alongside this, the biggest spenders on facials were in Belfast, while residents of Leeds again topped the ranking for spending on make-up.

MAXIMUM TEMPERATURE LAW IS UNNECESSARY, WARNS NHF The NHF has warned that introducing a new law to set a maximum working temperature for employers would be unnecessary and “yet another headache” for small hair, beauty and barbering business owners.

A report by the House of Commons Environmental Audit Committee has suggested that the hot summer we experienced this year could increasingly become the norm, and that by the 2040s the UK might be experiencing as many as 2,000-plus deaths a year from higher temperatures.

Within workplaces, there is a minimum statutory temperature of 16 degrees Celsius that employers must keep their premises above (13 degrees if the work is physical). But there is no equivalent law for hot weather.

As a result, the committee suggested the government should consult on introducing a legal maximum workplace temperature to reduce the risk of heat stress.

But NHF chief executive Hilary Hall warned this would just be an extra burden on many small businesses.

“Salons can be hot workplaces in any weather. But we don’t believe the answer to working in a heatwave is to introduce legislation, which would be yet another headache for employers,” she said.

The NHF’s health and safety toolkit can be found at nhf.info/hs-advice

Employees who lose a child are to get new workplace rights, NHF members have been advised.

The Parental Bereavement (Leave and Pay) Act 2018 received Royal Assent in September and is due to come into force in 2020.

The law will give employed parents who lose a child under the age of 18 or who suffer a stillbirth from 24 weeks of pregnancy the right to two weeks’ paid leave, to be taken within 56 days of the death.

Employees will from day one of their employment also have the right to parental bereavement leave.

Employees who meet eligibility requirements will also be entitled to receive statutory parental bereavement pay, although it is expected businesses will be able to claim this back from the government.

At present, there is no legal requirement for employers to provide paid time off for grieving parents, although many will do so.

Under the Employment Rights Act, employees have a day-one right to take a “reasonable” amount of unpaid time off to deal with an emergency involving a dependant, which could include making arrangements following a death.

NHF chief executive Hilary Hall said: “Our hearts go out to parents in these sad circumstances. Although it is not yet clear whether there are any direct financial consequences for employers, we support these new measures.”

NHF SUBS New NHF/NBF subscription rates have been agreed for 2019.

Salon member £274 per year.

Solo member £149 per year.

Trade members £180 per year.

Colleges/training providers £160 per year.

Fees will increase at your next renewal date and we will write to you when your next subscription is due.

WHAT'S T R E N D I N G

EMPLOYEES TO GET NEW BEREAVEMENT RIGHTS

News

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TWEETS AND POSTS FROM AROUND THE NHF

TWITTER FOLLOWERS 11.8K

@miketeducationThe new book is here!! Thanks @GBbarberacademy @justbarberins @NHFederation @AndisCoUK @BooksyApp @QJunkieApp @BarberProUK @HannahGrigg88 @garethdclark #barberfriends

FACEBOOK LIKES 13,377

@joannetimpsWhat a great week we are having Finalist for the NHF photographic competition!! #finalist #nhfphotographic #hair #2018 #manchester @nhfederation @innoluxeuk

INSTAGRAM LIKES 3,121

hookerandyoung Loving our latest cover on #nhfsalonfocus magazine Thank you @nhfederation we LOVE it!!! Hair by @jonathanturnerhair @hookerandyoung Make-up by @megumi.matsuno Styling by @frithstylist Photography

JOIN IN THE CONVERSATION

@nhfederation @NHFederation

facebook.com/national hairdressersfederation

Nov/Dec 2018 | salonfocus

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1.

DON’T PANIC WHEN HMRC CALLS THE KNOCK ON THE DOOR FROM HMRC IS SOMETHING MANY SMALL BUSINESS OWNERS DREAD. WHEN IT HAPPENS, IT IS IMPORTANT TO BE AS HELPFUL AS POSSIBLE. BUT ALSO, DON’T BE AFRAID TO STAND UP FOR YOURSELF, SAYS LAINI MCCUNE.

salonfocus | Nov/Dec 2018

WE HAVE TWO SALONS, THE FIRST OF WHICH OPENED IN 2011 AND THE SECOND IN 2015. BETWEEN THEM, WE EMPLOY AROUND 18 PEOPLE. Earlier this year, out of the blue, I received a letter from HMRC saying they wanted to come and speak to us.

I asked if I was being targeted for any specific reason, such as if someone had reported us. He reassured me that HMRC was simply targeting hair and beauty businesses and it wasn’t specific to our company.

They said they wanted to come in and interview myself, Marc and our

employees, which would take around six hours. I wasn’t expecting it to take so long – and six hours is a long time in a hair and beauty salon.

So I suggested that, as we had a lot of the information ready to hand on our computer system, I could send it to them in advance, as we pride ourselves on keeping a very comprehensive ‘paper trail’. We eventually managed to negotiate that they could come in for about three hours in total.

It was time-consuming and stressful but, on the day of the meeting in the salon, we had a chat with the investigators and felt at ease with the situation and

Coping with an HMRC investigation

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HOW TO COPE HERE ARE LAINI’S FIVE TIPS IF YOU’RE FACED WITH AN HMRC INVESTIGATION.

1.

2.

“We do things by the book, and we pay every year to have a proper wages and payroll system in place.

In terms of being able to tick HMRC’s boxes, we also use an online holiday calendar which shows how much time was taken, when and where.

These will both help match the information you have on your salon computer system – all three are definitely money well spent.”

“Yes, you need to be as helpful as possible. But do stand your ground if you think a request is unreasonable. For example, you may be able to negotiate (within reason) on the appointment day or time. But always emphasise you are happy to give your full co-operation.

Similarly, if you feel a deadline for supplying information is unreasonable, don’t be afraid to explain this to the inspector – although it helps to suggest an alternative timeframe.”

MAKE SURE EVERYTHING IS RECORDED.

p Laini McCune is joint owner with her husband Marc of the Eutopia chain in Scotland

were comfortable with them interviewing a random selection of our team.

Areas they focused on were whether we required staff to buy specific clothing and equipment for work and how we managed that in the context of the National Minimum Wage or National Living Wage.

They also checked how we paid for overtime – whether we paid extra or gave time in lieu – and whether this was in the same calendar month and whether we also credited it to annual leave.

We give time off for overtime rather than pay extra – if they do extra hours one day that month, say for training, we would make sure that they got that amount of time back at a time suitable to the business – which is easier to show on a system.

In the end we received a letter saying that everything with our records was fine and we were no longer under investigation.

However, if anything was to come up in the future we would be contacted again.

That was a swift reminder that you have to keep on top of your admin, even when you pass HMRC’s investigation.

3.

PAY DIRECT FROM THE BANK. “Abolish any cash payments. Leave a paper trail so transfers and corrections can be matched to your wages system.

Consider carefully what is going to be the best way to pay for overtime. If paying your team overtime remember you need to add to their annual leave.”

4.

DON’T BE AFRAID TO ASK QUESTIONS. “Tax inspectors have a scary reputation, but it is in their interest to work with you on a co-operative, non-adversarial basis. So, don’t be afraid to pick up the phone and ask questions or for clarification about things you don’t understand.”

DON’T LET THEM PUSH YOU AROUND.

5.

DON’T PUT YOUR HEAD IN THE SAND. “Being open and constructive is much better than missing a deadline or being seen by HMRC as potentially deliberately obstructive or, even worse, as having something to hide, which if you do, they will find it.”

Nov/Dec 2018 | salonfocus

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The changing face of the NHF

A NEW VOICE FOR

THE NHF HAS LAUNCHED A SISTER TRADE ASSOCIATION, THE NATIONAL BEAUTY FEDERATION (NBF) TO CELEBRATE, SUPPORT AND BE A VOICE FOR BEAUTY SALONS AND HAIR AND BEAUTY BUSINESSES. NHF CHIEF EXECUTIVE HILARY HALL EXPLAINS THE CHANGE.

salonfocus | Nov/Dec 2018

The changing face of the NHF

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BEAUT Y AS MOST NHF MEMBERS WILL KNOW VERY WELL, LAST YEAR WE CELEBRATED OUR 75TH ANNIVERSARY. SEVENTY-FIVE YEARS OF SUPPORTING, DEFENDING AND PROMOTING THE INDUSTRY – SALONS AND BARBERSHOPS, BIG AND SMALL, UP AND DOWN THE COUNTRY. In that time, the NHF has changed and evolved, much like the industry itself. And part of that change has been about representing and championing the growing number of hair salons moving into beauty, barbershops moving into male grooming and standalone beauty salons.

There is increasing demand from clients for a huge and diverse range of beauty treatments. The beauty industry is now worth £17bn in the UK and is forecast to grow by more than 21% in the next five years.

As a long-established and well-respected trade association, the NHF has always provided business support for hair salons, barbershops and beauty salons, especially as so many NHF members run both hair and beauty salons.

We know our beauty salon members value the free business support included in membership. Yet, at the same time, we have recognised the NHF name is a barrier for beauty salons.

That is why we are now launching a sister trade association, the National Beauty Federation (NBF), to ensure that high-quality, specialist support is available to beauty salons too, but tailored for the unique challenges of running a beauty business.

WHAT IS THE NBF? The NBF is the sister trade association of the NHF. It has been set up to provide specialist expertise and support for those in the beauty business.

This could mean anyone running a beauty salon or running a beauty business as a space or room renter, or a hair salon or barbershop owner who has a beauty arm to their business.

WHAT WILL IT COST? Becoming an NBF member will cost exactly the same as an NHF member. Join now before the 2019 membership fees change to: Salon member Solo member Trade members Colleges/training providers

£274 per year £149 per year £180 per year £160 per year

WHAT WILL THE NBF OFFER? The NBF will offer high-quality, specialist support specifically tailored to beauty salons.

The membership benefits will be exactly the same as those available to NHF members, and will include:

Free access to our friendly membership team for everyday business advice and information Free 24/7 helpline for expert help on managing your team and commercial advice Free employment contracts, apprenticeship contracts, and space/room renting agreements Generous savings and discounts on beauty business essentials including salon insurance and health and safety toolkits, including our new beauty-specific toolkit Free member-only in-depth guides for all aspects of running your beauty business, including our start-up guide to setting up a beauty business

WHAT IF I’M ALREADY AN NHF MEMBER? If you’re already a member of the NHF, you don’t need to join the NBF separately. Your NHF membership will give you access to all the additional beauty business support alongside your existing member benefits. Our website address will also stay the same, nhf.info For NBF members there is a special purple “beauty” button on the homepage. Click on this to access information and resources specific for your beauty business.

NBF members will also, of course, be able to benefit from our “Recommend a Friend” scheme.

If you know of beauty salons who would appreciate the same support from the NBF as you’ve had (or, indeed, from the NHF) pass the news on – you’ll both benefit if they join.

Go to nhf.info/recommend for details.

FIND OUT MORE Go to nhf.info and click the purple “beauty” button to go to the NBF’s homepage.

Nov/Dec 2018 | salonfocus

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The NHF’s industry ‘ambassadors’

THE POWER FOLLOWING THE SUCCESS OF GARY HOOKER AND MICHAEL YOUNG AS NHF AMBASSADORS, THE NHF/NBF WILL FOR 2018/19 HAVE THREE: HELLEN WARD (BEAUTY), CHRISTIAN WILES (BARBERING/MALE GROOMING) AND ANNE VECK (HAIRDRESSING). WE SPOKE TO THEM.

‘HAIR GETS VERY DUMBED DOWN, BEAUTY GETS VERY DUMBED DOWN – AND I FIND THAT A HUGE FRUSTRATION’ Hellen Ward, is the NBF’s first Beauty Ambassador. She is the director and co-founder of Richard Ward Hair and Metrospa, Vice President of the British Association of Women Entrepreneurs, and a regular columnist in Professional Beauty.

WHY DO YOU FEEL BEING THE NBF’S FIRST BEAUTY AMBASSADOR IS IMPORTANT, AND WHAT DO YOU HOPE TO ACHIEVE FROM IT? Until now there hasn’t been a voice that truly crosses over between the two industries: hair and beauty. And I think that’s where the NHF and its new sister trade association, the National Beauty Federation (NBF) can help.

WHAT HAS BEEN THE KEY TO YOUR SUCCESS? If you want to be successful, you have to remain at grassroots. I’ve worked in beauty and hair since I left school at 16; it has always been something I’ve felt very strongly about. Hair gets very dumbed down, beauty gets very dumbed down – and that’s a real cause of concern for me. We employ 1% of UK workforce, we’re worth £7bn a year to the UK. Yet we’re still thought of as being a career that you do if you’re not particularly bright.

And that I find a huge frustration. If I can help to change that perception, that's great.

salonfocus | Nov/Dec 2018

The NHF’s industry ‘ambassadors’

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OF THREE

WHAT IS THE BEST BUSINESS ADVICE YOU HAVE BEEN GIVEN? If you do something for the right reasons, you always get the right result. Whenever I’ve done something for slightly selfish reasons, it has probably not worked out as well as I had hoped. It is easy to look at what everyone else is doing and feel you need to change your course. But if that means you’re not doing things for the right reason, then the results may not be so great.

WHY IS ENTERING AWARDS IMPORTANT? I don’t enter awards any more, I judge them!

But I think if you’re a brand trying to build itself, it can really help put you on the map.

HOW HAS BEING AN NHF MEMBER BENEFITED BOTH YOU AND YOUR BUSINESS OVER THE YEARS? I champion the NHF 100%. It is a real lifeline.

When you’re running a small business you are on your own. You hear about all this red tape coming in and it can be very hard to make sense of things. For example, when GDPR came in earlier this year, it was the NHF that I went to for all my advice.

As a business owner, you are trying to pay the rent, rates, put some pounds in the till and employ staff. So anything that can help make things clearer – and if, as the NHF does, it can be put over in a way you can easily understand – that is worth its weight in gold. I can’t wait for the same high-quality support to be available to beauty salons too.

Nov/Dec 2018 | salonfocus

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The NHF’s industry ‘ambassadors’

‘STAY AUTHENTIC AND GIVE YOURSELF TIME AND SPACE TO STEP AWAY AND ENJOY OTHER THINGS IMPORTANT TO YOU’ Christian Wiles, the NHF’s 2018/19 Barbering/Male Grooming Ambassador, runs Christian Wiles Hairdressing in Northampton, which includes a traditional gentleman’s grooming business as well as a hairdressing business. He has just won the British Hairdressing Business Award for Male Grooming Salon of the Year.

WHY IS ENTERING AWARDS IMPORTANT? Entering awards helps us to develop as a business. Not only do awards strengthen your brand awareness on a local and national scale, they encourage us to study our successes, evaluate our decisions and then adopt new strategies that can become a blueprint for moving forward.

To win awards, you have to be constantly evolving and always thinking outside the box – this mentality is critical to take the business to the next level.

WHAT HAS BEEN THE KEY TO YOUR SUCCESS? From a young age, I have been ambitious, driven and I’ve worked extremely hard. Hairdressing is in my DNA and, yes, I’m good at cutting hair and passionate about delivering excellence but I have always recognised that, to achieve dreams, I need to stay focused and treat colleagues, peers and clients with the utmost respect – in the way that I wish to be treated.

Developing a personal profile and building a successful business is a huge learning curve.

Making mistakes, certainly in the early years, has taught me always to evaluate situations constantly and to look at them from every angle.

A successful person will always have the attitude that you can never stop learning.

Having a strong team who share my passion and the support of close family and friends has also played an important role.

WHAT IS THE BEST BUSINESS ADVICE YOU HAVE BEEN GIVEN? That everyone has an opinion, but it is not always the right opinion! The “right” opinion has to be the right one for you as an individual: for your business, your lifestyle, your family and your personal goals. Stay authentic and always give yourself time and space to step away and enjoy other things that are important to you. This gives you a clear mind and the chance to reflect on your goals.

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HOW HAS BEING AN NHF MEMBER BENEFITED YOU AND YOUR BUSINESS OVER THE YEARS? The NHF is like a salon owner and stylist’s bible rolled into one – it is an excellent and reliable source of reference for the business.

The Legal Lifeline and practical support on managing people, employment contracts and policies is just incredible, with the introduction of GDPR earlier this year being the perfect example.

To have a trusted body for industry standard guidelines for both my salons and my stylists to operate within is a huge reassurance.

The NHF’s industry ‘ambassadors’

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‘I TRY NEVER TO STOP LEARNING, WHICH INCLUDES PUTTING MYSELF IN CHALLENGING PROFESSIONAL SITUATIONS OUTSIDE MY COMFORT ZONE’ Anne Veck, the NHF’s 2018/19 Hairdressing Ambassador, runs Anne Veck Hair in Oxford and Bicester. She is a multiple industry award-winner, and was most recently nominated for International Hairdresser of the Year 2018/19 in both the International Hairdressing Awards and the Contessa Canadian Hairdressing Awards. Anne Veck Oxford has also been nominated in the Best Independent Hair or Beauty Salon category in this month’s NHF Business Awards.

WHAT HAS BEEN THE KEY TO YOUR SUCCESS? Hard work! I try never to stop learning, which includes putting myself in challenging professional situations outside my comfort zone. For example, going on the Extreme Hair Wars TV show or, indeed, being the NHF’s Hairdressing Ambassador for the next 12 months! They say life is a continuous journey not a destination, and it is true.

WHAT’S THE BEST BUSINESS ADVICE YOU HAVE EVER BEEN GIVEN? The success of my business is not negotiable. I always remember this when someone is trying to persuade me to do something I’m not sure about.

WHY ARE ENTERING AWARDS IMPORTANT TO YOU, YOUR TEAM AND YOUR BUSINESS? I’m an awards junky! I keep on entering because you’ve got to be in it to win it! Seriously, awards help you to benchmark yourself against the best in the industry and see your progression.

We enter business awards only when we think we have a good story to tell/case to make with a realistic chance of finalising. Regarding creative hairdressing awards, I enter as many as I can, and I encourage my team members to enter too.

It’s highly motivating and an excellent way of improving the standard of hairdressing we offer in the salons. For example, our Bicester salon manager, Ionas Kalimeris, was thrilled to be competing in the NHF’s Britain’s Best competition at Salon International last month!

HOW HAS YOUR NHF MEMBERSHIP BENEFITED YOU AND YOUR BUSINESS OVER THE YEARS? We have been members for more than 25 years (in fact ever since I opened my first salon in 1991) and I can’t really understand how some salon owners manage without being members.

For us, the single most valuable benefit is the employment and apprenticeship contract service, together with the associated legal helpline. NHF contracts are comprehensive and updated frequently – and are worth the cost of membership in themselves.

As all employers will recognise, very occasionally there are issues with employees – and when this happens the Legal Lifeline is a godsend!

The range of other services covers almost every eventuality. If I had to select just one, it would be the NHF’s guidance and pro forma material for GDPR. This was extremely clear and saved us many hours of very boring but necessary admin work.

I’m not surprised the NHF won an award for it!

Nov/Dec 2018 | salonfocus

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Refreshing your salon or barbershop

GRAND DESIGNS

RIGHT NOW, SALONS AND BARBERSHOPS WILL BE TOTALLY FOCUSED ON THE BUILDUP TO CHRISTMAS. BUT THE QUIETER NEW YEAR PERIOD CAN BE THE MOMENT TO THINK BIG ABOUT CHANGING THE LOOK AND FEEL OF YOUR BUSINESS. JANUARY AND FEBRUARY CAN BE A GREAT TIME TO REFRESH YOUR SALON OR BARBERSHOP. THIS IS NOT LEAST BECAUSE, IF IT’S GOING TO MEAN DISRUPTION OR BUILDING WORK OR EVEN SHUTTING FOR A PERIOD, IT MAKES SENSE TO DO THIS WHEN YOUR BUSINESS IS AT ITS QUIETEST. We spoke to NHF president Agnes Leonard and two other NHF members who have recently taken the plunge and refurbished their salons to find out how this process went for them and what lessons they had learned.

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Refreshing your salon or barbershop

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Refreshing your salon or barbershop

‘I HAD A FEW SLEEPLESS NIGHTS, BUT IT WAS ABOUT TIME. IT HAS DEFINITELY BEEN WORTH IT’ Agnes Leonard is president of the NHF and owns Croppers Hair Studio in Dundee Agnes' salon before (left and below) and (other images) now her smart new look after the refurbishment. q

MY SALON REFURBISHMENT REALLY HAPPENED BY MISTAKE. WE HAD BEEN HAVING A FEW PROBLEMS WITH WATER DRAINING FROM THE SINKS AND LEAKING INTO THE BASEMENT – WHICH WE DISCOVERED WAS FULL OF WATER! TO FIX IT MEANT WE HAD TO TAKE UP THE FLOOR. AT THAT POINT I DECIDED I MIGHT AS WELL DO THE LOT AND HAVE A COMPLETE REFIT AND REFURBISHMENT. I took the decision in January, but actually carried out the work in June this year. I went first to our local wholesaler. While what they had was good, it was all very streamlined and black and white, which I just didn’t feel fitted with the ambience of Croppers.

I then spoke to REM, whose sales rep came up from Lancashire and talked us through everything. They came up with a plan, which we tweaked a bit, and then we just went for it. It was all quite straightforward. They supplied all the units, including the mirrors, and the new chairs. I’ve gone for a grey mix colour, with grey inset on the chairs and matte grey in the reception area.

Before it was more silvery grey, so it is a change but not a radical one.

We had to close for two weeks, which

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Refreshing your salon or barbershop

was the bit I was most nervous about. I had a few sleepless nights about that. And it meant I had to take a fortnight’s hit on the staff wages; but it just had to be done.

Once the floor had come up, everything that had got damp below had to dry out. But after that, everything was changed – the lighting, the colour scheme, everything. The only thing unchanged is the ceiling. At one point I did consider having a mirror "wall" that went from one end to the other, but then, as the units came with mirrors anyway, I changed my mind.

For the construction and fit-out, I just got in local contractors, people I already knew mostly. The budget was about £30,000 in total, which I pretty much managed to stick to. And the main point is our clients love it. I do think we have attracted some new clients as a result.

The salon last had a refurbishment 13 years ago, so it was definitely about time. It is now much, much nicer.

I’ve also made some small cosmetic changes. For example, before we had frosting on the window. But this meant people could not see in and could put them off coming in. So I peeled it, and now it is three-quarters clear.

We’ve also painted the outside, so the whole building feels fresher. It has made the salon so much brighter.

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AGNES – MY TOP TIPS Have a plan and a budget, and stick to it.

“Of course, you may change your mind about some things – as I did with the mirrors – but if you’re not careful, lots of chopping and changing can mean everything just escalates.”

Choose as much as you can yourself. “As hairdressers we’re supposed to be visual, on trend people. You can, of course, hire a designer, but recognise it will add to the cost.”

Don’t overlook the small things.

“For example, changing the lighting can make a big difference and is not that expensive if you already have tradespeople in. I, too, I have also switched from fixed, wall-mounted hairdryers to portable ones, which just makes everything more flexible.”

FIND OUT MORE Check out the NHF’s Guide to Salon Design and Fit-Out, which includes advice from NHF trade member REM, and is free to download for members, at nhf.info

Nov/Dec 2018 | salonfocus

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Refreshing your salon or barbershop

‘PEOPLE WHO WALKED PAST FOR YEARS HAVE NOTICED US FOR THE FIRST TIME’ Hannah Thomas owns Marzipan Hair in Truro

The old Marzipan Hair compared with the fresh and modern look of the salon now. p

THE SALON ORIGINALLY OPENED IN NOVEMBER 2010 AS A PARTNERSHIP BUT IN SEPTEMBER 2016 I BOUGHT MY PARTNER OUT AND DECIDED TO GO IT ALONE. THIS PROMPTED ME TO THINK THE WHOLE SALON NEEDED A NEW LOOK AND FEEL. I ALSO THINK MY TEAM OF 11 ARE JUST BRILLIANT AND I WANTED A SALON THAT DID THEM JUSTICE. I spent three to six months doing everything you’re told to do – painting swatches on walls, making pin boards and so on – but by the end of it I was even more confused than when I’d started. Nothing was coming together, nothing felt right.

My partner’s father, Jonathan, is a business consultant. He offered to spend a day with me going through my plans. He helped me to step back and ask questions like – ‘who is my target audience, why I am I doing this and what direction do I want to go?’. I hadn’t seriously considered these things

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Refreshing your salon or barbershop

before – I just knew I loved hair!

My original idea had just been a bit of decorating and a new logo, but he quickly showed me that it involved much more than that. He introduced me to a designer called Alex Graham. We spoke in depth about what I was hoping to achieve.

Alex went away and came back with three different brand concepts – what the salon could look like, the colour scheme, the logo and even down to the fonts. I knew straightaway which look I wanted.

He then created a ‘brand book’ for me.

Jonathan then introduced me to another peer of his who is an interior designer and runs a company called 3idog Architectural and Interior Design. He took away the brand book, took measurements of the salon and created a series of fabulous computer-generated designs. He could show different layouts, move things around, change the lighting and so on.

I had a local electrician I wanted to use who was a client and had done a fair amount of research on the best lighting for hairdressing. Otherwise the designer found the carpenter, sign-maker and decorators. The planning ran so smoothly and 3idog project-managed the whole thing.

We did the work in September last year. We shut up shop on the Saturday at 5pm and I cleared everything out that evening with my family. The carpenter began on the Sunday, making a start on the feature-wall, which involved complex tongue and grooving. The rest joined us on Monday morning and it

HANNAH – MY TOP TIPS Don’t underestimate the skill of designers.

"Being a hairdresser I feel I’m fairly creative. However, the technology and experience the designers have is a different ballgame."

Investment in a business is very important, but don’t let your ego run away with you.

"I've learnt from friends who have got carried away when opening or updating a salon.

Remember what the goal is and who you are trying to attract."

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FIVE TIPS TO MAKE YOUR REFRESH STAND OUT Katie Wrighton, sales manager at Takara Belmont, outlines her tops tips for getting the most impact from your salon or barbershop refurbishment.

1) Inject some personality into your salon through your chosen colour scheme. Bold and bright colours can suggest an energetic, uplifting mood. A more natural palette will evoke more of a sense of calm and relaxation.

2) Co-ordinate your furniture with your interior design. If your chairs no longer fit in with your new design aesthetic, have them re-upholstered to match or harmonise with your space.

was all finished by 2am the following Friday, just in time to open at 9am!

I really struggled to find mirrors from hairdressing suppliers, so the designer sourced them online. I had ten chairs already, which were still in good condition, and I got a further two and a reception desk through PHAB wholesale in Exeter. Other than that, it was mostly carpentry, décor and electrics.

In terms of money, my budget was £20,000, and I did go slightly over, but not by much. If I had tried to do it all myself I might, yes, have spent a quarter of the budget but it would not have had the same impact. I definitely think it was money well spent.

We’ve found recruitment easier and have certainly attracted new clients. The feedback has been completely amazing.

We’re on one of the main commuting routes in Truro to the train station and I have had people come in and say ‘congratulations on opening’. When we say we’ve been here eight years they’re astonished because they’d been walking past every day for years and never noticed us until now.

3) Adding to your existing furniture and equipment is an easy way to refresh or update your service offering at minimal cost, in turn increasing revenue opportunities for the salon. If you’re on a budget, also consider leasing as an option. This can allow you to spread the cost of equipment and save on the initial capital outlay.

4) The ambience of your salon is not only affected by your colour scheme, but by the décor and soft furnishings. Adding artwork, such as wall decals (or stickers), paintings or posters is a great way to breathe new life into your salon or barbershop, again without breaking the bank.

5) Anywhere a client can see, such as the colour station or bathrooms, should be matched with the rest of the salon. This helps to keep the mood and ambience the same throughout the physical space.

Sept/Oct 2018 | salonfocus

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Refreshing your salon or barbershop

‘I AM PASSIONATELY WELSH, SO I WANTED TO TAKE A LOT OF MY INSPIRATION FROM WELSH HERITAGE’ Casey Coleman owns CHAIR Salons in Cardiff

Casey's salon in the middle of the work. Other images: the stunning finished look. t

WE OPENED IN FEBRUARY OF THIS YEAR AND WE ARE, WE BELIEVE, WALES’ FIRST TOTALLY GENDERNEUTRAL SALON – OUR PRICES ARE BASED ON LENGTH OF HAIR ALONE. WE’RE ALSO LGBTQ ADVOCATES. WE’RE A SMALL SALON, IN THAT THERE ARE JUST THREE OF US, INCLUDING ME. The original salon we took over was very generic, very cheap-looking. We had to gut it and start again. I wanted to create a neutral space yet one with an industrial feel. I have quite a strong design background – my mum has an interest in interior designer and it is something I have also always been interested in. I am also passionately Welsh, so I wanted to take a lot of my inspiration from Welsh heritage – ironwork, the greenery of Wales and so on.

Wherever possible we’ve used recycled materials – scaffolding planks, iron cladding from scrap etc. We got the salon chairs, however, from Salons Direct. It is a very modern look, based around a palette of greys with dashes of yellow.

The process happened quite quickly.

We signed for the lease three days before Christmas, so we were only able to get started on the 2nd of January and then we had four weeks of absolute

salonfocus | Nov/Dec 2018

hell! It was like being in a warzone!

We did a lot of the work ourselves – stripping the paint, wallpaper and floors.

The floor was half wood and half tiled so we did have to get in a professional to help with that. And then, of course, we got professionals to do the plumbing and electrics, because of fire regulations. All in all, it cost about £15,000, although the refurbishment was all wrapped into a lot of other opening costs generally, such as buying stock and so on.

Even though it is an industrial look, it is also very comfortable; comfort is very important to me. The bathroom, for example, is a really cosy space.

And the feedback has been amazing.

We’re a very busy salon and although we have only been open nine months we have already been nominated for four industry awards, including two at the NHF Business Awards this month – Best Innovation and Best New Business.

So, so far, it has been a great year!

CASEY – MY TOP TIPS Keep it professional.

“One mistake we made was trusting the husband of a client to do the fit-out. It wasn’t done properly and we felt he had overcharged.”

Don’t be afraid to negotiate.

“One thing I would do differently now is be tougher on price. When you are starting out you can be a bit soft about negotiating with people on price. But I think I’d definitely be more hardfaced about it now!”

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Employee performance

TACTICS HAVE YOUR STAFF GOT STAR QUALITY? HOW DO YOU PICK THE RIGHT PEOPLE WHO WILL OUTSHINE THE COMPETITION? YOUR APPROACH TO STAFF RECRUITMENT AND RETENTION COULD MAKE A REAL DIFFERENCE TO YOUR BOTTOM LINE – AND MAKE YOUR SALON OR BARBERSHOP A GREAT PLACE TO WORK, HELPING TO ATTRACT MORE HIGH-CALIBRE STAFF IN THE FUTURE. CHOOSING THE RIGHT STAFF IS ONE OF THE MOST IMPORTANT BUSINESS DECISIONS YOU’LL MAKE AS A SALON OR BARBERSHOP OWNER. YOU’LL NEED TO FIND SOMEONE WHO FITS IN WITH THE REST OF THE TEAM BUT WHO CAN ALSO OFFER SOMETHING OF REAL ADDITIONAL VALUE TO YOUR CLIENTS. THE OVERALL AIM WILL BE TO BOOST YOUR BUSINESS WHILE ENSURING A HAPPY WORKING ENVIRONMENT FOR ALL YOUR STAFF.

WHERE TO START “Be absolutely clear about the reasons why you are taking on a new member of staff,” says NHF chief executive Hilary Hall. “For example, if a key member of staff is leaving, don’t assume you need to

salonfocus | Nov/Dec 2018

replace ‘like with like’.

“Think carefully about the needs of your business to ensure it will continue to thrive into the future. You may want to offer some completely different services, for example, or longer opening hours to meet your clients’ preferences. Many talented and experienced stylists and barbers will be looking for part-time, evening or weekend work.

“Once your new member of staff is in place, make them feel welcome from day one. Introduce them to the team and make sure they understand how everything works and what to expect. Your new employee will quickly become a valuable team member if you offer proactive performance management from the start,” explains Hilary.

FIND OUT MORE NHF members can download our free, in-depth Guide to Recruitment at nhf.info/recruitment-guide

The NHF holds regular training days on how to get the best from your team, including setting targets, monitoring performance and carrying out appraisals. Find out more at nhf.info/events or call 01234 831965.

Employee performance

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MANAGING AND MOTIVATING

NOT UP TO SCRATCH?

Team meetings at the start or end of each day will help staff to feel involved in decision-making and will encourage them to contribute their thoughts and ideas, advises Hilary. “Your team will then feel more engaged with your business, especially if you genuinely value their input.”

If a member of your team is not performing as well as you’d like, remember you still have a duty of care towards them. So ask yourself the following few questions (below) before deciding what action to take:

Training will enable staff to learn new skills and develop positive relationships between team members.

Holding one-to-one reviews on a monthly basis will ensure your staff awhile objectives for the year ahead can be set at annual reviews.

Setting targets for your team will encourage friendly competition and motivate them to succeed.

Might they have personal problems or health issues that are affecting their performance?

Is there a possibility your staff member is being bullied in the workplace?

Have you set realistic targets and been clear about your expectations?

Have you recognised and rewarded their achievements, or taken them for granted?

Have you provided all the training and support they need to do their job properly?

INCENTIVISE YOUR TEAM Keeping staff morale high will ensure your team is happy and encourage clients to keep coming back.

Neither staff nor clients will enjoy being in a salon or barbershop where tensions are high and faces are glum.

“One very simple gesture that can be overlooked is to say thank you for a job well done,” says Hilary. “This will go a long way when staff are rushed off their feet and ensure they feel valued and appreciated for their efforts.

“You can also reward staff for going that extra mile by offering reductions on salon retail, an extra day off or flexible working hours. A special annual outing to show your appreciation is another great idea – and also works as a valuable team-building exercise,” she adds.

CHECK OUT PERKBOX BENEFITS Perkbox is an excellent way to thank your team for their hard work with a wide range of exclusive benefits and perks, including discounts on cinema tickets, travel and dozens of top retailers.

The NHF has partnered with Perkbox to offer NHF members a 50% discount. To take advantage of this fantastic offer, go to nhf.info/perkbox

“It’s never easy to tackle under-performance,” says Hilary, “but in the interests of your business and to maintain morale among the rest of your staff, it’s vital to do so.

“Always stay calm, base your discussions around the impact their under-performance is having on the business, and ask them what you can do together to put things right.”

If you cannot solve the problem by tackling it together, you may have to start disciplinary procedures, says Hilary. “NHF members should talk to our free HR helpline for expert advice before taking any action.”

FIND OUT MORE Find out more about managing staff performance in our expert guide available free to NHF members at nhf.info/managingpeople-guide and read our blog posts for more in-depth advice, at nhf.info/people

NHF members can also benefit from access to free contracts, apprenticeship agreements and staff handbooks.

The handbook clearly sets out what employees can expect in relation to their performance at work. Find out more and download what you need at nhf.info/contracts

Nov/Dec 2018 | salonfocus

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Using Instagram stories

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Using Instagram stories

IT IS OFTEN CLAIMED THAT SOCIAL MEDIA IS REDUCING OUR ATTENTION SPAN. IF SO, INSTAGRAM STORIES ARE PERHAPS THE PERFECT MEDIUM FOR OUR DIGITAL AGE. Instagram stories are short videos or slideshows that you upload on to your Instagram feed, and which then disappear within 24 hours.

So why are Instagram stories such a powerful tool for salons and barbershops? Just as importantly, how can you make your stories stand out? We spoke to digital hair and beauty experts to find out.

SHOWCASE YOUR BRAND “As a salon owner, Instagram nowadays is as much your shop window as your physical salon window. It is how people find you, how they learn about you and what you can offer,” explains salon owner Debbie G. One of the great advantages of Instagram is that it is very visual, making it perfect for showcasing hair and beauty. And, within that, stories are becoming more and more important, agrees Debbie’s social media “guru” Tani Ghaffarsedeh.

“In the past few years, stories have, if anything, become more important than your actual Instagram page. They can be a great

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way to showcase your lifestyle and the day-to-day activities going on in your salon,” she explains.

“Having said that, it is important you don’t overload your page with stories, as people can quickly lose interest or even unfollow you. It is also a good idea to have a proper structure, and that can mean sitting down and doing some planning. We, for example, have a team meeting once a week where we do a lot of story planning,” Tani adds.

“Spending the time on it is worth it,” agrees Debbie.

“Clients find us through Instagram, models find us, influencers see us. So it can be a great way of getting new business as well as raising your profile.”

TOP OF YOUR TIMELINE Instagram stories may disappear after 24 hours, but you can save them on to your device to use again another time, advises social media marketing expert Catherine Trebble, who runs the NHF’s popular “Using social media to grow your business” courses.

Importantly, they are also a great way to catch people’s attention. “The advantage with stories is that they’re prominently displayed, right at the top of your timeline, under the logo. So it is the first thing your followers will see,” explains Catherine.

“In terms of content, it is a matter of being creative – but,

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•Instagram stories are short videos or slideshows that disappear within 24 hours but will be displayed prominently at the top of your Instagram page.

•They can be a great way to showcase to potential clients what you’re doing, what you offer, and the dayto-day life, fun and atmosphere of your business.

•DIY is fine – you don’t need to be a professional filmmaker. But do think carefully about lighting, editing and content that really reflects your business and your brand •Don’t overload your page with too many stories. Plan things out carefully and think “what are we trying to say, and why?”.

•If you don’t know the technical side of making good stories, Google it. There is tons of advice out there from busy Instagrammers and bloggers. Also spend some time practising and getting comfortable with things before going “live”.

•If you’re delegating this to someone else on the team, make sure you’re all on the same page about what’s expected and that the stories are appropriate to your brand.

NHF/NBF

#nhf #nbf #nationalhairdressingfederation

Nov/Dec 2018 | salonfocus

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Using Instagram stories

remember, the best picture wins. The more attractive, interesting and edgy, the better. But that does not necessarily mean it also has to be slick and polished, which can sometimes come across as digital wallpaper. A story behind the scenes at your brand can be really powerful in terms of expressing the personality of your salon.

“Videos are so easy to make nowadays. You don’t have to be Steven Spielberg – even shaky can be charming – but it does have to be something the people you want to attract will relate to," adds Catherine.

BE INSPIRED BY OTHERS “It can be a good idea to see what other people are doing on Instagram, not necessarily other hair brands but anything or anyone that inspires you, and getting ideas from there,” agrees Tani Ghaffarsedeh.

“Lighting is important, as is editing. The way you shoot it is important, too,” she adds.

Which brings us to how to decide who within your team should take on the responsibility of generating and uploading this sort of content?

“For a lot of salon owners, especially if they didn’t grow up with social media, the idea of Instagram can be ‘oh god, another thing to do over the weekend’. So you need to get clear in your own mind why it’s important, why you need to be embracing this,” says Catherine Trebble.

An attractive option can be to give the role to someone on the salon team – often one of the younger members – who already uses social media a lot and is familiar with how Instagram works. This can work, but you do still have to be careful, cautions Catherine.

“Who are you going to delegate it to? If it is 19-yearold Susie behind the desk, fine. But it is also a good idea to give her guidelines as to what you want it to be, rather than what a 19-year-old perhaps obsessed with selfies thinks it should be. She will, after all, be representing your salon. It has to be all about the best image of the salon,” she advises.

“Just handing it over to a young, inexperienced person and expecting them to be a fabulous marketeer is unrealistic. This should never be delegated without the person understanding what is the goal; what are you

FACTS AND FIGURES 18-34

One billion

Age range of 61% of Instagram’s user base, although 18-24-yearolds are the biggest users

Number of Instagram users, as of June 2018

16.7 million

Estimated number in the UK, although some estimates suggest it could be well above 17 million

salonfocus | Nov/Dec 2018

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looking for, who are your followers, how will they interact?” Catherine adds.

REMEMBER WHY YOU’RE DOING IT And that last point of “interaction” is important. In all the excitement of using Instagram in this way, don’t forget the ultimate reason you’re doing it is to generate business and attract more clients.

“Instagram is free. It is very visual – so you don’t have to write much. It is a way to showcase ideas, trends and talent. And it can be lucrative. For example, let’s assume one client has an average value of £50, and they’re going to visit maybe 10-12 times during the year. So, if your Instagram feed can generate just one client per month, that’s going to quickly add up,” explains Catherine.

“Imagine, then, that your Instagram page – and your social media generally – is funnelling two to three clients to you per week, that’s suddenly a completely different ballgame. You need to understand the return on investment; that investing the time, energy and training in this can pay dividends. It’s not necessarily about spending loads and loads of time on it, either. It’s often about short bursts frequently.

“But it is vital not to forget about the need for interaction. It is all too easy to forget to include a phone number or a click through to your appointments system.

Your Instagram profile needs to translate into bookings as, after all, that is the whole point,” she adds.

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Salon and barbershop insurance

PROTECT BUSINESS INSURANCE FOR YOUR SALON OR BARBERSHOP IS VITAL PEACE-OF-MIND PROTECTION FOR YOUR EMPLOYEES, CLIENTS AND BUSINESS. FIND OUT WHAT YOU NEED AND WHAT THE LAW SAYS TO MAKE SURE YOU ARE PROPERLY COVERED. THE NHF CAN ALSO HELP YOU TO GET VALUABLE DISCOUNTS ON YOUR PREMIUMS. HOW CAN YOU BE CONFIDENT YOU’VE GOT THE WATERTIGHT COVER YOU NEED FOR YOUR SALON OR BARBERSHOP BUSINESS? LET’S START WITH THE BASICS: EMPLOYERS’ LIABILITY INSURANCE AND PUBLIC LIABILITY INSURANCE. EMPLOYERS’ LIABILITY INSURANCE If you employ at least one person, the law says you must have employers’ liability insurance.

This insurance should cover your legal and compensation bills if an employee at your salon or barbershop is injured or becomes ill because of the work they do for you (except if you are found to be at fault).

BE WARNED

IF YOU ARE AN EMPLOYER AND DON’T HAVE THIS INSURANCE, YOU CAN BE FINED:

£2,500 for each day you do not have it. £1,000 if you do not display your employers’ liability insurance certificate (this can be displayed electronically if all your staff have easy access to it).

salonfocus | Nov/Dec 2018

PUBLIC LIABILITY INSURANCE Public liability insurance is not required by law, but it is a must-have protection against potential claims from clients and members of the public, which otherwise could run into many thousands of pounds.

Public liability insurance will protect you if a member of the public is injured or has their property damaged at your salon or barbershop or because of your business activities.

Injury can include both physical harm and emotional stress. As well as trips, spills and accidents caused by salon

equipment, you may also be faced with a claim for emotional trauma.

Public liability insurance will cover compensation pay-outs and the legal costs of defending a claim.

Your priority as a business is, naturally, to protect your employees and clients and to run a safe and healthy salon or barbershop. This is where the NHF’s health and safety toolkit can help. It contains everything you need to stay safe and stay legal – all in a single box!

HOW TO GET 20% OFF YOUR PREMIUMS 20% discount on Salonsure policies.

Instant online quotations with immediate cover.

Price-match guarantee.

Instalment payment plans.

Flexible cover for allergy alert testing.

Salon and barbershop insurance

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YOURSELF OTHER INSURANCE TO THINK ABOUT

BE SMART OVER HEALTH AND SAFETY THE TOOLKIT INCLUDES:

The toolkit is available to members at a reduced price of £65 plus postage and packing (full price is £99 plus p&p). Find out more or buy online at nhf.info/H&Skit

Check out the NBF’s new health and safety toolkit created specifically for beauty salons!

At nhf.info/nhf-shop

UNDERSTANDING DISCLAIMERS At the NHF we often get asked: “can my clients sign a disclaimer?”. The answer is – disclaimers are not worth the paper they’re written on and will not stand up in any court of law.

In more detail, your clients cannot sign a disclaimer to exempt you from responsibility from any injury or harm that may result from a treatment or service you provide. Moreover, even if they do so, your insurance will not cover you.

So steer well clear!

A first aid kit.

A safety poster, which is required by law.

Risk assessment templates.

An accident reporting book.

The NHF’s guide to health and safety.

Health and safety guidelines.

PARTNERS FOR MORE THAN A DECADE Did you know, the NHF and Coversure Insurance Services have now been working together for more than ten years?

Our latest figures show that more than 2,000 NHF members are now insured with Coversure, meaning they benefit from its specialist cover, with the added bonus of the 20% members’ discount.

To find out more, or to get a quote to cover your individual needs, simply call Coversure free on 0800 458 8181.

EMPLOYER’S LIABILITY AND PUBLIC LIABILITY ARE “MUST HAVE” INSURANCE FOR ANY SALON OR BARBERSHOP. BUT OTHER IMPORTANT TYPES OF INSURANCE YOU WANT TO CONSIDER INCLUDE:

•Business disruption. This, as its name suggests, can cover or protect you against anything that disrupts the running of your business, for example your booking system going down, floods, fire, theft or power cuts and so on.

•Building and contents insurance. Most of us will be familiar with this in the context of home insurance.

As again its name suggests, it protects your business in the case of damage or loss (for example theft, flood or fire) to your building and/or the contents within it. It’s not compulsory that you have it, but for most business owners will probably be a no-brainer.

•Specialist insurance.

Specialist insurance packages for advanced beauty treatments are also available from Coversure.

Nov/Dec 2018 | salonfocus

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Allergy alert testing

TESTING, TESTING TO MARK THE LANDMARK OF ONE MILLION ALLERGY ALERT AND COLOUR CONSULTATION RECORD CARDS BEING ISSUED TO THE INDUSTRY, THE NHF HAS LAUNCHED A NEW-LOOK ALLERGY ALERT TESTING TOOLKIT. THE TOOLKIT WILL HELP TO KEEP YOUR CLIENTS, AND YOUR SALON, SAFE WHEN CARRYING OUT COLOUR PROCEDURES.

ONE MILLION AND COUNTING – THAT IS THE NUMBER OF ALLERGY ALERT AND COLOUR CONSULTATION RECORD CARDS ISSUED BY THE NHF SINCE THE LAUNCH OF THIS GROUND-BREAKING INITIATIVE FOUR YEARS AGO. One of the biggest problems salons often face around allergy testing is that clients can see it as unimportant, a nuisance or a waste of time. This can be especially the case if clients are “regulars” and have been having their hair coloured for years.

Most people who have their hair coloured experience no problems. But a few people can be allergic to some of the ingredients in permanent hair dye, just as some people are allergic to certain foods. Allergies develop over time so, even if their hair has been coloured many times before, anyone can develop an allergy. Allergic reactions can be serious, and according to Allergy UK allergies are on the rise.

It’s important that clients understand that allergy alert testing is something that responsible, professionally run salons do to protect the safety of their clients and to reduce the risk of them having an allergic reaction. salonfocus | Nov/Dec 2018

Allergy alert testing

NEW ALLERGY ALERT TESTING TOOLKIT

WHEN IS ALLERGY ALERT TESTING NEEDED?

The NHF’s new style allergy alert toolkits include client information sheets which explain why allergy alert tests are important and why their salon is taking the issue seriously.

The client information sheets now include a series of questions that identify clients who are at a higher risk of having an allergic reaction, for example if they have:

THE TOOLKIT INCLUDES:

• Had an allergic reaction to hair colour before.

• Two health and safety posters with “traffic light” style instructions for displaying in staffrooms • Our updated guide to allergy alert testing. This now includes updated information and useful FAQs as well as member “stories”, such as Barrie Stephen Hair in Leicester, who has been running an effective “Colour Responsible” campaign.

• A sample of Colourstart, an allergy alert test that can be posted out to clients instead of them having to come into the salon.

• Ten client information sheets. These explain why a professionally-run salon will always do an allergy alert test for new clients, and will never do test or carry out colour services on under-16s.

• 100 allergy alert and colour consultation record cards. The cards have been refreshed to make it easier for salons to keep a clear “paper trail” in case there is ever a claim against them from a client. Being able to show you have obtained clear consent from clients to collect and keep health-related information such as consultation record cards is also now important because of the new GDPR data protection rule.

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• Had a skin tattoo, including black henna or permanent make-up.

• A sensitive, irritated or damaged scalp.

New clients will always need to have an allergy alert test, and if the stylist is changing brand or product range or it’s more than 12 months since their last allergy alert test, clients will also need an allergy alert test.

Arrange for them to come into the salon for an allergy alert test at least 48 hours before their colour service. Make sure your receptionists know to arrange this when new clients book in for a hair colour, and when regular colour clients need testing after 12 months. Carry out allergy alert tests as instructed by the manufacturer (for example, in the crook of the arm, behind the ear, mixed or unmixed).

An alternative is to use Colourstart, which can be posted out to clients. Colourstart packs are available at a preferential rate for NHF members when ordered online at nhf.info/colourstart Hair colouring services, including highlights, should never be given to under16s. They should never be given an allergy alert test either. This is because all permanent hair colorants carry warnings that they are not intended for use on under-16s. Your insurance won’t cover you therefore if you go ahead with hair colour for under-16s.

Finally, salons should be aware the new-style cards are backed by Coversure’s Salonsure policy.

This means that, if salons use any other insurance product, they must check with their provider that they will be covered for using the NHF allergy alert testing toolkit, otherwise their insurance could be invalidated.

Check out Coversure’s online “quote and buy” service at coversure.co.uk/nhf Turn over to find out how members are making testing work.

Watch this space, too, for a guide on allergy alert testing and skin sensitivity tests for beauty salons – coming soon!

FIND OUT MORE To get hold of the new allergy alert toolkit which is free to members (£10 P&P), go to nhf.info/shop or call 01234 831965.

Nov/Dec 2018 | salonfocus

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Allergy alert testing

FACTS AND FIGURES

MAKE A PARTY OF IT Casey Coleman from CHAIR Salons in Cardiff (who is also featured on page 24 in this edition) entered the NHF Business Awards and has been shortlisted in our Best Innovation category.

He held a month-long event called #PatchTestParty in his newly-opened salon. If clients came into the salon to get their allergy alert tests done in April, they would get 10% or £10 off their next colour bill, whichever one was worth more to the client.

Casey did leaflet drops, advertised the parties in the salon window and did a social media campaign. More than 90 people came in for a test, with almost a third of them being new clients.

Other salons have followed Casey’s lead. As well as finding an easy way to get allergy alert tests done, he also educated his clients and inspired other hairdressers!

6

Number of simple questions on the cards that clients answer. There are also two questions for the stylist to answer

ONE MILLION

100 Number of cards provided in the toolkit

10 Number of client information sheets included within the toolkit

2014 Year the cards were launched

Number of allergy alert and colour consultation record cards issued by the NHF

FREE Cost of the toolkit to members, although there is a £10 post and packing charge

2 Posters for your staffroom (included in your toolkit)

TRIAL OVER THE SUMMER A big “thank you” goes to all the salons who trialled our new approach to allergy alert testing over the summer.

They reported a positive reaction from clients to the new client information sheets and felt the new-style toolkit made their salons look even more professional.

We’re particularly grateful to the following people who gave very useful feedback, which we built into the final version of the toolkit:

Alex Stevens, Tops Hair Salon & Beauty, Melksham Allyson Clewlow, The Coach House, Wolverhampton Paul Curry, Studio 12, York Anne Jaynes, Infinite Hair, Rugby Emma Lynch, Emma’s Hair of Surbiton Elaine Smith, Spruce, Oban Mark Coray, Coray & Co, Cardiff Ann-Marie Cutts, Cuts and Co, Doncaster Angela Young, Paul George Hair & Beauty, Poynton Marta Power, Hair by Marta, Drayton Carla Octigan, Shine Holistic, London Lisa Thompson, Halo Hair, Basingstoke Julie Hawkins, Number One Bespoke Hair, Malvern Fran Bruce, Hensmans Salons, Northampton

salonfocus | Nov/Dec 2018

Allergy alert testing

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NHFEVENTS STEP UP AND SHINE IN 2019 THE ENTRY PROCESS FOR NEXT YEAR’S STEP UP & SHINE SCHOLARSHIP IS NOW UNDERWAY. COULD YOU OR ONE OF YOUR TEAM BENEFIT FROM TRAINING AND MENTORING WORTH £2,500?

BUSINESS EVENING EVENTS (7PM-9PM) Getting your prices right 12 November – Liverpool Salaries, bonuses and commissions 26 November – Portsmouth EMERGENCY FIRST AID AT WORK (10AM-4PM) 12 November – Coventry CREATIVE EVENING EVENTS (7PM-9.30PM) Avant Garde masterclass 12 November – Bristol CREATIVE DAY EVENTS (1pm-4pm) Colour workshop 12 November – London NHF BUSINESS AWARDS 04 November – Manchester Details: nhf.info/ businessawards NHF PHOTOGRAPHIC STYLIST OF THE YEAR 04 November – winners announced at NHF Business Awards Details: nhf.info/ photographic NHF WELSH AWARDS 11 November – winners announced, Cardiff Details: nhf.info/ welsh-awards

salonfocus | Nov/Dec 2018

THE NHF IS ONCE AGAIN PROUD TO BE BACKING THE STEP UP & SHINE SCHOLARSHIP, ALONG WITH THE FELLOWSHIP FOR BRITISH HAIRDRESSING – AND THE ENTRY PROCESS FOR 2019 IS NOW UNDERWAY. The Step Up & SHINE scholarship, currently in its fifth year, was launched in honour of industry legend Christofer Mann and is designed to nurture one passionate stylist so they can enhance and develop in their career.

The lucky winner embarks on a bespoke education programme worth £2,500 and is mentored through the year by the renowned hairdressing educator Debbie G. Entries for the 2019 scholarship opened at Salon International last month, but will only close on 02 February next year – so there is still plenty of time to get in applications.

60-SECONDS ON INSTAGRAM Entering is easy. All you have to do is complete a short application form and upload a 60-second VT to Instagram explaining why you feel you would benefit and be a worthy winner using the hashtag, #stepupandshine19

DON’T MISS OUT ON OUR EVENTS! Visit nhf.info/ events for the latest information

Eight finalists will then be shortlisted and visited in their salons during February, with the winner announced at the fellowship’s President’s Night, normally in April.

The 2018 scholarship was won

by Nicola Hamm from Escape Hair Lounge in Southsea, Portsmouth, who says: “Winning the Step UP & SHINE scholarship has changed the outlook I have on my career, given me immense confidence, challenged and motivated me. The fact that you can choose which courses you want to attend is like no other prize in our industry.

“There is no age limit on who can enter; it’s for anyone who wants an opportunity to get this level of training. It’s a really fair chance for someone to boost their skill-set. Don’t think about entering – just do it!”

To find out more about Step Up & SHINE and full details on the 2019 scholarship, go to nhf.info/ stepupandshine

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