Salonfocus Spring 2021 by National Hair & Beauty Federation

SPRING 2021

TH E ES SENTIAL MAGA ZI N E FO R SALO N OWN ERS

P24: SOCIAL MEDIA Looking at online inﬂuence through the right lens

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P31: SKIN CANCER Spotting the early warning signs that could help save lives

P34: SOFTWARE How to choose the right solutions for your salon

P37: COLOURING Our experts’ tips on becoming the best in the business

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contents

S PR I N G 202 1

THE CUT 5

Hello and welcome President Ian Egerton on how the warmer, longer days of spring give us hope for a new start in 2021

The 10 things you need to know this issue Championing fairer wages and tax rates to support salons and barbershops, and ‘escape sessions’ that help to spread positivity

THE BUSINESS 18 Ageism

COV STORER Y

Concentrating on 20-somethings means missing out on older clients with cash to spend

22 Interiors While their doors have been closed, some business owners have used the time to spruce up their spaces... on a budget

24 Social media Are online ﬁlters and fake images damaging clients’ mental health?

28 Retail tips Selling products online has been a vital lifeline for salons and barbershops

THE INSPIRATION 40 Mood board

Spring shades are all the rage in 2021, so let your imagination blossom

42 What’s trending New products and the latest market trends: from mellow yellow and sunset colours to the return of the mullet

44 How to... Improve your Google rankings

31 Skin cancer Spotting the danger signs by keeping an eye on changes in your clients’ appearance

THE NHBF 47 Round-up

34 Software Virtual consultations and e-commerce are here to stay, so choosing the right package is essential

37 Colouring

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Crucial consultations and constant self-education: three colour experts on how to rise to the top of the business

Key news and messages from the NHBF, including free webinars and backing a mental health campaign

THE END 50 60 seconds with... Alan and Linda Stewart of Rainbow Room International

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HELLO A ND W ELCOME T HE CU T

NHBF PRESIDENT The magazine of the National Hair & Beauty Federation

IAN EGERTON

WE’RE POSITIVE THIS WILL BE THE INDUSTRY’S TIME TO REPOSITION ITS NARRATIVE

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

CHIEF EXECUTIVE Richard Lambert

INTERIM DIRECTOR OF MARKETING Lucy Watson-Smith lucy.watson-smith@nhbf.co.uk 01234 834386

elcome to your Spring edition of salonfocus. While the new year didn’t offer the fresh start we had hoped for, with lockdowns again forcing our salons and shops to close, there is a different feel this time; while still enormously challenging, we are at least on the right side of the pandemic and moving forward. The days are getting longer and warmer, which always helps, but most importantly there is a feeling of optimism. With vaccines being rolled out across the UK, it feels as though life in its more ordinary form is in sight. For the industry, which has borne the financial brunt of the pandemic for the best part of a year, the road to recovery may be long. But you can be assured that the NHBF is here for you every step of the way. Your feedback to our Member surveys throughout the pandemic has been invaluable, and what you’ve told us has helped to form the basis of our Fighting for You campaign. See nhbf.co.uk/get-involved/campaigns. As ever, we’re fighting for your rights and lobbying the government to give you the support you need as the industry finds its feet again. If you have any queries or concerns, don’t hesitate

EDITORIAL Editor Emma Godfrey emma@salonfocusmagazine.co.uk Deputy editor Katie Smith Assistant editor Hollie Ewers Content sub-editor James Hundleby

DESIGN Lead designer Carrie Bremner Picture researcher Claire Echavarry

ADVERTISING advertising@salonfocusmagazine.co.uk 020 7880 6230

PRODUCTION Production director Jane Easterman Account director Will Hurrell will.hurrell@redactive.co.uk 020 7880 6248

PRINTER Manson Group, St Albans

COVER ILLUSTRATION Shutterstock / iStock / Sarah Auld

© The NHBF 2021 All views expressed in salonfocus are not necessarily those of the NHBF. All efforts have been taken to ensure the accuracy of the information published in salonfocus. However, the publisher accepts no responsibility for any inaccuracies or errors and omissions in the information produced in this publication. No information contained in this publication may be used or reproduced without the prior permission of the NHBF. Recycle your magazine’s plastic wrap. Check your local LDPE facilities to ﬁnd out how.

to contact us for help and advice – our details are on the left of this page. In the meantime, we hope that in this issue you’ll ﬁnd tips and inspiration to – as our political leaders would put it – build back better. Whether you’re looking for ideas for revamping your salon or shop’s interior on a budget (page 22), ways to boost your retail revenue (page 28), or motivation to perfect your colouring skills (page 37), we’ve got you covered. While making plans for recovery may feel never-ending, we’re positive that this will be the industry’s time to reposition its narrative, capitalising on the public recognition of the value that we bring to the high street. We know you can’t do it without support from government, the NHBF as your trade body and, most importantly, your clients. So, until we can safely meet again face to face, I urge you to keep tuning in to our online webinars to stay up to date with the latest developments. And as the shoots of spring appear, let’s focus on rebuilding the best hair and beauty businesses in the world.

SALONFOCUS | SPRING 2021

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TH E CU T CAM PA IG N S

THECUT The 10 things you need to know this issue... SALONFOCUS | SPRING 2019 2021

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CAM PAI GNS T HE CU T

FIGHTING NG FOR YOUU You told us what matters most to you and we will be campaigning at the highest levels on the key issues, including Covid recovery, tax, wages and apprenticeships. We are also raising awareness of important industry topics such as employment law, mental health, inclusivity, and sustainability, providing information and resources to help our Members, while making sure their voice is heard at the top.

training standards dards which are recognised, accessible, cessible, robust and sufﬁciently funded 6. Better standards, safety and quality assurance of beauty aesthetics.

Here are the ﬁve issues we will be raising awareness of… 1. Fairness and clear guidelines on employment and self-employment 2. Upholding standards, safety and quality across the industry 3. Mental health 4. Inclusivity and diversity 5. Environmental impact and sustainability.

The six campaigns we will be ﬁghting for are... 1. Covid recovery 2. Fairer tax systems 3. Fairness around wages 4. Lower business rates and healthy high streets 5. Fit for purpose, industryspeciﬁc education and

For more, go to nhbf.co.uk/ get-involved/campaigns

TOP FIVE

NHBF MEMBER WORRIES

THE NHBF’S PRIORITY FOR 2021 IS TO CONTINUE TO FIGHT FOR OUR MEMBERS ON MATTERS THAT AFFECT YOU AND YOUR BUSINESSES THE MOST

49%

46%

44%

41%

Client loyalty

Tax and VAT

Increasing proﬁts

Wage costs

TOP INDUSTRY-RELATED

TOPICS OF MOST INTEREST TO MEMBERS Business survival and recovery – 84% Coronavirus – 52% IMAGE: SHUTTERSTOCK

Chief executive Richard Lambert

79% Recovery of business

Tax & VAT – 50% National Minimum Wage and National Living Wage – 46% Raising industry standards – 42%

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TH E CU T N E W S

MONEY

Intersectional beauty is set to shake up industries and businesses in 2021. The Future 100 report says consumers will be quick to call out beauty brands and retailers for a lack of diversity and inclusivity.

Cashless tips: are you clear?

Save Our Salons is calling for an urgent reduction in VAT for the hair and beauty industry, from 20% to 5%. Visit saveoursalons.co.uk and @saveoursalonsuk

While going cashless has safeguarded against the spread of Covid-19, what has it meant for tips? Are you aware of the rules? WHAT? Tips paid in cash legally belong to employees. Tips paid by credit card belong to the business owner, and there is no duty to pass them on to staff, although it’s good practice to do so.

WHO? Tips paid by credit card are

collected and distributed by the employer or a tronc master. A tronc master, who may be an accountant, organises the collection and distribution of tips and is responsible for paying tax on them.

HOW? A tronc master can use the employer’s payroll and PAYE system to pay the tax owed on tips. However, they must keep a separate and independent record of payments made. National Insurance need not

waste Consumers value zero-waste ations beauty. Sustainable innovations ycling include waterless beauty, upcycling rbonfrom organic waste, and carbonurced neutral and locally sourced e tips. products. See page 13 for more

be paid if the employer is not involved in the collection or allocation of tips. If a business partner or another company ofﬁcial takes on the role of collecting and sharing out tips, they are treated as the employer, not a tronc master. If you, as the employer, collect and share tips, you’ll have to pay tax and National Insurance on the tip money via PAYE using your normal payroll system. Tips are not included in VAT calculations. This applies to all tips, including those paid by credit card as well as cash. See nhbf.co.uk/tipping

WHAT’S HOT, WHAT’S NOT

More than half of women who rely on professional waxing services have admitted to putting off their cervical screening because they are embarrassed by their ‘lockdown look’, says healthcare app myGP.

FAST FACTS

CARD VS CASH

15% Cash transactions fell by 15%, to 9.3 billion payments in 2019

63%

51%

Just under two-thirds of UK adults say they would not tip if they couldn’t do it with cash

Card payments accounted for more than half of all transactions made in the UK in 2019

IMAGES: SHUTTERSTOCK / ISTOCK

A cultural shift from ‘me’ to ‘we’ means competition is being replaced by collaboration, as businesses and brands seek to create positive change.

The East is the least affordable area to work in the UK for workers in our sector, says NimbleFins. Average pay of £14,106 and household spending of £29,635 results in a cost-of-living ratio of 0.48. Wales is the most affordable with a ratio of 0.76.

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n w O t , e en s a R e L or

Digital Signage for Salons from New Era Group

Styling Unit Screens at House of Hair Hostess – Solihull Ultra-High Brightness Window Displays at Danger˛eld and Keane- Harrogate Internal Touch screen at Charles Worthington – London

“

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As with any new idea there is always that thought in the back of your mind that it may not work, but I can honestly say that the styling unit screens have been my best marketing investment ever. I’m over the moon I took the decision to get them installed and since we re-opened on July 14th I’ve generated over £2,000 in revenue from the internal screens already. Fay Smith, Owner at House of Hair Hostess, Solihull

1 x Ultra High Brightness Window Display 3 x Styling Unit screens Package Includes: z Survey z Supply z Software z Installation z No Upfront Fees z 5 years of unlimited marketing support, design and content creation worth over £30,000. z Full Warranty z Offer is available on lease purchase only and weekly costs are subject to credit status 60 month lease term z Additional once a year £250 + vat annual payment for each year of the lease

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Outright purchase also available and content service if you already have a screen but are not getting the results you were hoping for

Contact matt@neweragroup.co.uk for a free initial phone consultation and artist’s impression video of how your screens could look and work in your salon before you commit to spending any money. Main Ofﬁce: 0203 950 1968 | Mobile: 07387 787287 Email: matt@neweragroup.co.uk | Website: www.neweragroup.co.uk

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INS PIRATI ON T HE CU T

W t ar What are you most proud of abo about your career? All o of it! A few things stand out: my exhibition at Somerset House – Hair by Sam McKnight – and my book of the same name in 2016. And the launch of my company in 2017: Hair by Sam McKnight.

What has been your biggest business lesson? This business is always evolving and you need to be able to adapt to diﬀerent situations and take it all in your stride.

HAIRDRESSING

IN THE SPOTLIGHT Widely known for creating Princess Diana’s iconic 90s hairstyle, Sam McKnight reﬂects on his career and how we can all adapt to change. You originally trained as a teacher. Why the move to hairdressing? Teaching wasn’t for me. I was fascinated by fashion and pop culture and wanted to do something that was more stimulating. I did odd jobs around a salon my friends owned in Scotland. Then I moved to London and joined Molton Brown, which was one of the most coveted salons at the time. Many of the Vogue editors came in to have their hair done and in those days the salon would send its stylists to go and do the hair for its shoots.

What was it like being personal stylist to Diana, Princess of Wales? Eye-opening, inspiring, humbling, fun.

Which names have stood out for you?

One day Vogue called needing a hairstylist because one had fallen ill. I thought, “I could do this!” so I made the leap. I left the salon and just took each day at a time. I moved to New York and spent nearly 20 years there working for the likes of Vogue, Vanity Fair, Harper’s Bazaar, i-D and Love and working with photographers such as Richard Avedon, Patrick Demarchelier, Nick Knight, Craig McDean, Mario Testino and Bruce Weber.

I’ve had some incredible working relationships. Karl Lagerfeld was a visionary, and it was always creatively inspiring to work with him. I’ve been working with Nick Knight for most of my career, too. When you have a creative team that clicks and works instinctively, it is very special.

Any advice for those looking to create their own product range? Really look to your experiences, what separates you from the rest, your wealth of knowledge and what it is that you want to bring to the table.

TOP TIP

EMBRACING CHANGE Change might not be what you want but sometimes it’s what you need, to bring new ideas, new people and opportunities. Don’t be afraid to be open to adapting to what life is throwing at you.

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ADVE RTO R IA L

AS WE GET BACK TO BUSINESS….

Air quality has never been more important 12

S p e c ia l of Up to fer:

25% OF for NHB Member F s

As we prepare for the reopening of our businesses, Pure Air Restoration Ltd has an exciting offer for all NHBF Members to support the puriﬁcation of the air in your premises. e know that the spread of the current pandemic has been caused by airborne transmission.1 As we look to get back to normal, stopping that transmission, and that of any viruses, allergens and other dangerous molecules is vital.

REAL-TIME MONITORING OF THE CONCENTRATION OF CHEMICAL POLLUTANTS

HOW WE CAN HELP The H13 (EN 182 ) filters we use remove more than 99.75% of airborne viral, bacterial and particulate loads.2 Our products provide a unique 8-stage air purification and sterilisation process. Our aim is to help restore indoor air safety, comfort and therefore confidence. The systems purify through portable, remotecontrolled and powerful free-standing units. To access special deals with up to 25% off the RRP, specifically for NHBF Members, visit pureairrestoration.com/par-airvia-products-nhbf (This page is available exclusively to NHBF Members.)

For more information, visit pureairrestoration.com

Tang JW et al. (2021) Dismantling myths on the airborne transmission of severe acute respiratory syndrome coronavirus-2 (SARS-CoV-2). The Journal of Hospital Infection 110: 89-96.

EMW. (2021) ISO 29463: New test standard for HEPA ﬁlters. See: bit.ly/EMW-ﬁlters

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INS PIRATI ON T HE CU T

TOP TIPS

BEING ECO-FRIENDLY ON A BUDGET

IMAGE: MEET THE FIVE RS

‘Look at your energy provider and shop around for better deals,’ Fry says. ‘You can do things with lighting – try hue motion sensors, where you’re only lighting areas when there are people there.’ For more information, go to greensaloncollective.com

SUSTAINABILITY

Staying power

Recycling the unrecyclable… Can it be done in hairdressing? Fry Taylor, co-founder of Green Salon Collective, is on a mission to prove it can be. WHAT: Launched in July last year, Green Salon Collective works with specialists in plastic, contaminated metal and chemical recycling to salvage hair, foils, colour tubes, PPE, plastic, paper and chemicals and turn them into something new. The aim is to enable salons to reduce waste and become more sustainable. ‘A typical salon would be putting 90% of its waste into landﬁll, but we’re able to make that 90% to 100% being recycled,’ Fry says.

WHY: ‘There’s a misconception about council recycling bins,’ he explains.

‘I compare it with shepherd’s pie because as a kid I thought shepherd’s pie had shepherds in it. You think everything in your recycling bin is going to be recycled. But most of it goes through a recycling centre and then into landﬁll. Salons recycle only 1% of metal, 20% of plastic – and zero hair or chemicals.’

HOW: When these materials go to Green Salon Collective they’re sorted into categories. If, for example, there’s a plastic that can’t be recycled because it’s made up of diﬀerent plastics or is glued together, that would go through

a waste-to-energy system. ‘It’s a step up from landﬁll but a step down from recycling,’ Fry says. To use the recycling system, salons pay an upfront cost for a registration box with bags to put waste in, which are collected when full. After that, salons pay as they go and can charge clients a small ‘green fee’ if they want to. The collective’s proﬁts are given to charities that provide haircuts to homeless people and food to those who need it.

DID YOU KNOW…? Leaving equipment switched on, even on standby, wastes energy Replacing halogen bulbs with eco-friendly LEDs could save you more than £100 each year Turning the temperature down in your salon or barbershop by just 1°C could cut your yearly heating bill by 10% Want more top tips? Check out nhbf.co.uk/energy-efﬁciency

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TH E CU T N E W S

POST-COVID TRENDS

BARBERING

Review recommends nds apprenticeship hip updates

Consumers loyal to local, research ﬁnds The pandemic has driven more consumers to spend their cash at local, independent businesses, a survey has revealed.

WHAT? The Institute for Apprenticeships and Technical Education (IfATE) has recommended a new, standalone apprenticeship for barbering.

UK shoppers spent an estimated £7.2bn supporting local small businesses in 2020, said payments service Tyl by NatWest. And beauty services – including nail salons and hairdressers – ranked seventh among the local businesses in which consumers spent their money, above DIY and clothing stores.

WHY? ‘Employers highlighted they wanted the barbering option in the hair professional (level 2) to be a standalone standard to recognise the growing prominence of male grooming in the sector and the distinction between the skills, knowledge and behaviours associated with the two occupations,’ the review report stated.

What’s more… Leeds residents were most loyal to local, with 45% of their income going to independents While 40% of those polled chose local consciously, 45% said they did so due to travel restrictions Almost half ( 47%) reported planning to increase their spending with local businesses

WHEN? The new barbering standardd pme ‘should be prioritised for development nten in to update and replace the content the current option’.

Incentives for choosing local included a greater online presence (25%) and loyalty schemes (23%). Turn to page 44 for tips on improving your online presence.

WHAT ELSE? The review said th the hair p, w professional apprenticeship, which was approved before IfATE la launched in 2017, would be updated.

HOW IS THE NHBF INVOLVED? Caroline ne Larissey, NHBF director of quality and standards, said: ‘We have supported the review of apprenticeship standards to ensure [they] continue to meet the needs of employers.’

NATIONAL MINIMUM AND LIVING WAGE: THE LATEST The new hourly rates are as follows: NLW: £8.91 (up 2.2% on last year) NMW (21- to 22-year-olds): £8.36 (+2%)

NMW (18- to 20-year-olds): £6.56 (+1.7%)

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WHAT’S NEXT? IfATE said it would work

NMW (16- to 17-year-olds): £4.62 (+1.5%) Apprentice rate: £4.30* (+3.6%) *An apprentice over the age of 19 who is in the second year of their apprenticeship must be paid the age-appropriate NMW/NLW. Find out more about the new rates and what they mean for you at nhbf.co.uk/new-nmw

IMAGES: SHUTTERSTOCK

Increases to the National Minimum Wage (NMW) and National Living Wage (NLW) come into effect from April. And, for the ﬁrst time, the NLW is to be paid to 23- and 24-year-olds.

closely with trailblazer groups to update the hair professional standard. The ﬁrst T Level in hair, beauty and aesthetics will be developed this year, with ﬁrst teaching scheduled for September 2023. Check out bit.ly/IfATE-report-summary Find out more information about T Levels at tlevels.gov.uk

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INTERNATIONA L Q&A T HE CU T

9 HAIRDRESSING

HIS CAREER TO DATE… I started my training in London around 35 years ago and have been in the industry ever since.

THE INSPIRATION BEHIND HIS WINNING COLLECTION… I have always been inspired by an animator’s ability to make characters personable and relatable. Walt Disney humanised a mouse to create Mickey Mouse. I drew on my creativity and imagination for this collection [pictured] from an animator’s perspective, by giving typically unconventional hair an ‘editorial’ touch.

A vision unveiled After winning International Collection of the Year at the 2020 British Hairdressing Awards, Silas Tsang is riding high. We ask the Canada-based stylist for his tips and inspiration.

BEING RECOGNISED INTERNATIONALLY FOR HIS WORK… I never thought it would be achievable. I have been entering hair competitions since 2008, so being on the world stage 13 years later means more than I could ever dream of.

15 are constantly conversing with clients. Temporarily closing our salon allowed us to recharge, to take a break and to stay safe.

TRENDS HE ENVISAGES IN 2021… Easy-to-maintain and carefree hairstyles. More speciﬁcally – tousled, unﬁnished, low-maintenance colour and natural looks.

ADVICE TO FELLOW PROFESSIONALS FEELING COVID-19 FATIGUE… Reﬂect, then set career goals and work towards them. Don’t lose sight of what you want to achieve. Reach out to mentors, look through magazines, and draw inspiration from the collections of previous ﬁnalists and winners of hair competitions. The pandemic won’t last forever, so use this time to reset and reprioritise.

HIS PLANS FOR THE REST OF THE YEAR… In the hope that hair shows will come back in 2021, I’m using this time to prepare and to draw inspiration for production.

POSITIVES TO BE TAKEN FROM THE PANDEMIC… Our industry is very physically and mentally taxing – we stand all day and

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1 10 0 ESCAPE BEAUTY

PLANS

From creating safe spaces to launching a positivity project, Alicia Clough has been making the most of her time during lockdown. WHO? Alicia Clough (pictured above right), NHBF Member and owner of Lunula Nails and Beauty in Derby. WHAT? In November, during the second national lockdown, I converted my beauty salon into a safe space for local people to come and have a chat or to take some time away from home to recharge.

INS PIRATI ON T HE CU T

scents. We asked people to donate what they could for the e sessions to help support the initiative, and all funds went to keeping the safe space going. People said they were thankful that we were there and they could escape somewhere. e Everyone was really positive about it. n’t WHAT ELSE? While we couldn’t ing offer the same sessions during on the third lockdown, my salon manager, Lizzie (pictured below), and I set up Project ve Positivity to promote positive ng afﬁrmations. We love reading things that are positive and when we started looking for merchandise such as clothes or little quote cards, we felt that there wasn’t anything out there that we loved. So we decided to create the products ourselves. We now sell positive afﬁrmation postcards that can be sent to friends or kept for yourself. Next, we’ll be moving

o on to a range of T-shirts and h hopefully further down the lin line we’d like to include more sstationery and clothing items. W We’ve got loads of ideas! Visit @lunula_nailsbeauty. R Read about some of the retail o opportunities salon owners h have capitalised on during the pa pandemic on pages 28 and 29. Fo For information on promoting go good mental health, go to nhbf.co.uk/mental-health nh

WHY? As a mental health ﬁrst aider I’m passionate about mental wellbeing and, with the pandemic going on at the moment, caring about it has never been more important. When we reopened last summer, people were still really struggling – they were coming in and having their nails done and just ofﬂoading. So when we had to lock down again I wondered where these people would go instead. Who were they going to talk to? That’s why I set up the scheme – to be there to help people.

ADVICE AND TIPS Use your imagination and think creatively – there’s a solution to everything. BUSINESS FOCUS: Use the time to work on your business when you can’t work in it. Give your business a ‘health check’ and see if you can declutter by checking cashﬂow and looking at treatment menus and pricing. RETAIL: You can still sell items while you’re closed. We’ve been selling our own manicure and pedicure kits. But check local guidance – rules for services such as click and collect are different across the four home nations. VIDEO CONSULTATIONS: Keep in touch with clients by offering to answer any technical questions or queries they may have through video consultations.

HOW? We offered 30-minute ‘escape sessions’ to support those who needed time out. We had a meditation and mindfulness expert who came and held some guided sessions, and then we offered a drop-in service. People were able to sit on a sanitised, socially distanced, heated chair with relaxed lighting, music and

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TH E BU SI N E S S AGEISM

WORDS GEORGINA WINTERSGILL

18 8

IS AGEISM COSTING YOU MONEY? Ageism is widely talked about within the hair and beauty sector. If you tend to target 20-somethings, you’re missing out on valuable business. Check out our top tips for attracting and retaining older clients.

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AGEISM THE BU SI NESS

ocusing on younger clients and ignoring older ones could be a costly mistake. By 2050, an estimated one in four people in the UK will be 65 and over – an increase from around one in five in 2019. Older clients often have cash in their pockets and time on their hands. And what’s more, they are loyal. In May 2020, 43% of over-65s said the thing they were looking forward to most after lockdown was visiting their hairdresser or barber. And with this age group among the first to get their vaccines, there is hope that they’ll feel more confident about stepping back into salons. Catherine Foot, director of evidence at the Centre for Ageing Better, says: ‘A business that doesn’t engage with this chunk of the population is living in the past.’ We asked the experts what strategies to put in place to attract and cater for older clients – and what to avoid.

DO include all models in your marketing If your marketing materials and window displays only show 20-somethings, older clients may feel your business isn’t for them. Elena Lavagni, director of Neville Hair and

Beauty in London, says: ‘When we choose an image, we choose it because of the hair, not the age of the model.’

DON’T use patronising language Catherine says: ‘Everyone’s diﬀerent, but some people feel patronised by words like “seniors” or “pensioners”.’ Alice Kirby, director of Lockhart Meyer Salon Marketing, says ays ‘anti-ageing’ can be a controversial term. ‘It suggests it’s not good to be old. Instead, talk about healthy, radiant or glowing skin.’

DO build a community Alice says: ‘Facebook is probably best for older clients, but you can also use Instagram. I would also use text message and email il marketing.’ She says olderr clients respond well to a personal approach, such as a birthday card with a complimentary upgrade.

WHAT IS AGEISM? According to Age UK, ageism is the unfair treatment of people because of their age – including receiving a lower quality of service because of the business’s attitude to older people. It can also cover the way older people are represented in the media, which can inﬂuence people’s attitudes. bit.ly/Age-UK-ageism

JAYNE MAYLED JAY

CHANGING TIMES CH So Some salons and barbershops can lea learn from the increasing number of brands using older models in the their campaigns. T The revival of Sex and the City sho shows the entertainment industry has ﬁnally accepted that women ove over 50 can be sexy, fashionable an and cool. (It’s never been an issue fo for men – just see James Bond.) Fashion is catching up too. M Mango used Instagram star Lyn S Slater, who was then 63, for a 201 2017 campaign, and Jennifer Lopez clo closed the Versace Spring 2020 run runway show at age 50. B Beauty brands have a better tra track record of using older models. Do Dove famously uses a diverse ran range of real women in its ads, wh while L’Oréal has a long history of recruiting some of the most fam famous and beautiful women in the world, regardless of age. J Jayne Mayled, founder of White Ho Hot Hair, says there’s still room for imp improvement. ‘We’ve all got used to sseeing one grey-haired model in a group,’ she says, ‘but I’d like to ssee more as it can feel a bit tok tokenistic. Sometimes a brand will use a very much older, grey-haired mo model in contemporary clothes as a kind of fashion statement. I’d pre prefer to see older models used in a more natural, inclusive way.’

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TH E B USI N ES S AGEISM

When marketing, don’t target the over-50s as a single, homogeneous group. ‘There’s a lot of diﬀerence between somebody of 50 and somebody of 75,’ says Alice. ‘But often owners market to them all in the same way. ‘The images chosen aren’t good,’ she adds. ‘I came across a salon that was advertising a “senior special” where the small print said over-60s. Most over-60s these days [are] not what you’d call OAPs. Life’s moved on.’

DO try targeted marketing Create separate marketing lists by filtering your database to identify everyone who falls into a certain age bracket. Alice recommends putting a different spin on the same service to appeal to different age groups. She says: ‘CACI treatments don’t interest clients in their 20s. For 30-somethings, you might have a message about starting their anti-ageing regime early in order to hold back the march of time – fine lines and so on.’ For over-50s, you could plug the treatment’s promise to tone and lift the skin with immediate effect.

DON’T overdo age-related posts Filling older clients’ inboxes with anti-ageing advice and tips on colouring grey hair can annoy them. Jayne Mayled, founder of White Hot Hair, says: ‘When I turned 60 I was bombarded with ads for corn plasters and funeral

plans. It’s very clumsy marketing.’ Try mixing it up: one age-related post among several general posts.

DO keep customer service in mind Everyone appreciates great service. Chris Amos, director of Chapters Hair in Bromsgrove, Worcestershire, and co-founder of Winning Ways Business Education, thinks it’s particularly valued by older clients. ‘We have a high percentage of over-50s in our salon and they love the way the client journey works for them,’ he says. ‘Service and feeling special are possibly more important for that age group.’

DON’T offer a discount Chris recommends oﬀering a choice of price by introducing a structured pricing system, with the busiest team members charging the most. ‘Older clients don’t necessarily just want a cheap haircut,’ he says. ‘They want choice. You’d be surprised how many opt for the most expensive stylist on the team.’

DO chase personal recommendations Nothing beats a good oldfashioned recommendation in the hair and beauty industry. ‘“Recommend a friend” is our number one marketing tool,’ Chris explains. ‘I think it’s particularly powerful with the over-50s. We oﬀer 50% oﬀ for the person who does the recommending and the new client.’

IMAGES: GETTY

DON’T treat everyone the same

STATS

INCLUSIVITY IS KEY By 2050, it is projected that one in four people in the UK will be aged 65 and over, up from one in ﬁve in 2019… …so it’s important brands understand this audience.

66%

of over-50s said under-representation in adverts made them feel invisible or ignored

49% of over-50s avoid brands that ignore their age group

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AGEISM THE BU SI NESS

TOP TIP

ALICE KIRBY Director at Lockhart Meyer Salon Marketing

‘Facebook is probably best ffor older clients, but you can also post on Instagram. I would also use text message and email marketing.’

UNTAPPED OPPORTUNITIES

GLAD TO BE GREY DON’T label people by age Respect your clients, and train your team to do the same. ‘The client is important, not their age,’ says Elena. ‘Ageing is beautiful. It’s going to happen to all of us and it needs to be respected, not undermined.’ Ultimately, you can respect older clients by ensuring your salon or shop oﬀers services that cater to their needs and wishes. You can market all you want to the over-65s but will your services beneﬁt them?

FREE TO MEMBERS Check out the NHBF’s in-depth guides, including the Client experience guide and the Salon marketing plan guide online at nhbf.co.uk/guides

68%

TIPS

of over-50s thought advertisers put 50-yearolds and 90-year-olds in the same group

For mo re tips o n how to mark et your salon o barbers r hop, go to nhbf.co .uk/bac k-tobusines s-marke ting

What happens when clients stop colouring their hair? Sophie Bullivant, owner of Colour Me Sophie B in Knowle, Solihull, says salons should see it as an opportunity, not a loss... Several of our clients stopped colouring their hair after lockdown. We have a service where we help them grow out their grey. First, we assess their skin tone. We use scarves in different tones of grey and see what each one does to their complexion. Then we look at their hair texture. If they have wiry, coarse greys, they’re not going to look like Meryl Streep. They’ll need more of a haircare regime than before, so we’d consider smoothing treatments. Finally, we’d look at the length of their hair, their cut and their blow-drying skills, and come up with a plan. Of those clients who’ve stopped colouring their hair, one has keratin treatments instead, several have gone for bobs that require more maintenance, and a lot are doing more retail, such as buying our custom-mix toners. Some salons worry that clients will stop spending when they no longer colour, but that hasn’t been the case for us.

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TH E B USI N ES S IN T E R IO R S

TIME FOR A SALON

YANA HAIR SANCTUARY LOCATION

Ruislip, London

WO R D S H O L L IE E W E R S

While salons have been closed, some Members have taken the opportunity to update their interiors on a budget. Here’s how they did it.

OWNERS

Nana-Akua Mills and Yaa Etsilpah

Running a salon, you never get time to decorate so we used lockdown to completely re-wallpaper and paint it. We chose a pink colour scheme in the first lockdown but we decided we didn’t like it – the print on the paper was too small. So during the second lockdown we changed it to a green and blue paper with a bigger print. Luckily, I like decorating and we were able to do it all ourselves and save money. We decided on pendant lights because it will be simple to change them if we revamp the salon again. And we were able to test out different bulbs to get the correct shade of lighting that we wanted. We created a window display with both new and upcycled items and furniture, like silk flowers from my daughter’s wedding and a bureau and display cabinet. Screens were included in the new interiors too, to comply with the guidelines. Although we changed the shop awning previously, we added matching branded vinyl stickers to the window, as well as floor stickers, which can be easily changed in the future. In the latest lockdown, we have been revamping our website!

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INTERIORS THE BU SI NESS

SALON

CANDY LOCATIONS

Nailsworth and Stroud, Gloucestershire OWNER

Amy Webb My salons were created on a budget. I actually opened my second salon in the ﬁrst lockdown so I had to do it on the cheap, while I also updated the original salon. Two of my clients are local artists and they helped to create some of our displays and installations – they are a big thing for us, and we update them regularly. The previous window display was made out of lots of combs hung on string across the glass instead of using frosted privacy glass, which was too expensive for me at the time. This proved a nightmare to keep clean, so we have since installed another display using wooden poles bought cheaply from a timber yard. We painted then and hung them across the window. We spruced up the cheapest standard white tiles by painting the grout bright pink – a really cost-effective update. We upcycle and reuse things all the time: painting old dolls' heads in our salon colours for a display, putting shopping baskets in the window, spraying a broken hairdryer for an installation, and repainting and reusing an old locker for clients to use if they wish. When we had to put up dividing screens because of Covid-19, we displayed local artists’ work on the screens – they hang down from the ceiling and make them much more interesting.

NANA AND AMY’S TOP TIPS Use paint and wallpaper samples and consider them at different times of day in various lights Take your time to consider lighting – it’s important how your clients will see their hair Upcycle second-hand furniture to keep costs down Chalk paint is great to create display walls that can be changed and updated regularly Don’t overlook cheap materials such as cement and chipboard – they can be used effectively Get creative – what old or broken items can you jazz up?

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TH E BU SI N E S S S O C IA L M E D IA

WORDS EMMA BENNETT

BEAUTY MYTH In a world where followers equal customers, social media is a sureﬁre way to boost business. But what is the cost of online inﬂuence?

n eye-catching grid of well-shot images showcasing your latest work can do wonders for salon or barbershop owners looking to pull in new customers. Social media, particularly Instagram, is a proven and – some would say – necessary marketing tool for stylists, barbers and therapists. It is a quick way to build your brand and reach large audiences without breaking the bank. But a growing trend for manipulating images is blurring the lines between what is real and what is fake. So how far should posters go to make their accounts stand out? And what impact is ‘the perfect image’ having on the hair and beauty industry?

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S OCIA L M EDIA T HE BU SI NESS

Doing it on your own ‘I didn’t get on with it at ﬁrst, but now 85% of my work comes from Instagram.’ Luke Pluckrose, creative director at Saks, is a social media convert. Just a few years ago he started using the platform to post weekly hair tutorials. He now has 42,000 followers and can count Kim Kardashian as one of his clients. ‘You used to need hair magazines to get big in the industry, but now you can do it on your own,’ says Luke. ‘I don’t have to be a personality – my work speaks for itself.’

IMAGES: GETTY / SHUTTERSTOCK

Just ‘advertising’ Using the tools at your disposal to create the look you want is all part of creating the ‘unattainable dream’, he says. ‘Most of my pictures show hair extensions, because if a client wants big hair and the model’s hair is super ﬁne, there’s no way that’s achievable without them. However, somebody taking in a picture of someone with thick, glamorous hair has to realise that it might not be possible for them, and the stylist has to

tell them that. In that respect, it’s no diﬀerent from any advertising.’

Face value That said, advertising is subject to more rules (set out by the Advertising Standards Authority) than social media. For example, using social media ﬁlters to enhance an image isn’t a problem in itself. But if that image appears in an advertising campaign and is judged to be misleading, you could be in trouble. Indeed, while enhanced images and ‘airbrushing’ have been around for much longer than Instagram, the diﬀerence with social media is that not everyone can recognise image ‘fakery’. David Glenwright, head of training at JC Social Media, says: ‘Many users take what they see on social media at face value, and believe [that] to be an accurate representation of what a salon does. If the salon doesn’t meet those standards, they risk receiving negative reviews and feedback, simply because they’ve set their clients’ expectations at an unrealistically high level.’

TOP TIP

LUKE PLUCKROSE @lukepluckrose

‘Collaborate with other artists, stylists and photographers. It all helps to build up your network and could create more opportunities to work with them.’

FAST FACTS

SOCIAL MEDIA

70% Rates of anxiety and depression in young people have risen by 70% in the past 25 years

1 in 2 people use social media worldwide

TOP TIP

NAOMI MOORE @blinkys_lashes

50%

7/10 young people reported getting help and support on social media in tough times

‘Use interactive stories to show your passions and personality: they’re amazing for talking about who you are and make you relatable.’ To make use of the NHBF’s salon marketing guide, which includes info about social media, see nhbf.co.uk/marketing-guide

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TH E BU SI N E S S S O C IA L M E D IA

‘I want to be like her’ Naomi Moore, owner of Blinkys Lashes in Kent, says she’s seeing a growing number of young girls coming to her with fake images they’ve found on social media. ‘Girls come to you with a picture and say, “I want to be like her.” One showed me a picture of a blogger with incredible lashes, but I had to point out she was wearing lash inserts and it was unrealistic. I didn’t go into this industry to change what people look like, I want to enhance it. But I think social media is changing what people consider to be beautiful. ‘Instagram has helped me build my business massively, but I’m careful about what I post. I might brighten pictures but I would never put a ﬁlter on my clients.’

Detrimental impact DOS AND DON’TS

DAVID GLENWRIGHT, JC SOCIAL MEDIA 26

Post content that is going to be useful, of value and of interest to your audience Take the time to reply to and interact with comments and posts from your followers Give your customers an opportunity to get to know you, your team and your core values, not just your services DON’T

Focus only on posting content that advertises your services – it will disengage your audience

The increasing use of filters that give the appearance of perfect skin, or even change the shape of someone’s face, have been criticised as damaging to mental health. This ‘compare and despair’ culture prompted make-up artist and model Sasha Pallari to launch her #filterdrop campaign, calling on people to post unfiltered images. In her Instagram post she said: ‘This behaviour, addiction and constant craving to be beautiful is feeding into the insecurities of future generations, and the damage is worrying.’ These concerns seem to be reflected by research too. Reports in 2017 and 2019 by the Royal Society for Public Health showed how social media is linked to increased rates of anxiety and depression. But it’s not all bad news. The reports

found social media has also helped to bring people together, and give vulnerable people access to support.

Be genuine So how can business owners reap the rewards of a strong social media presence without compromising the integrity of their profession? The answer seems to be in being transparent and real. ‘Instagram is about having a clear style and look so you should use images that reﬂect your business. But don’t go too far,’ says Naomi. ‘I love the beauty industry – it’s massively empowering for women who might have children and who are managing their own businesses – but there’s a lot of competition out there with people ﬁghting for followers. Rather than posting fake images, it’s about being honest and genuine.’

Post pictures without any caption or context – help your audience to understand what it is they’re looking at Use pictures of people without getting permission – ask your clients ﬁrst. They will likely be excited and will help share your post further!

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15/03/2021 15:54

TH E BU SI N E S S R E TA I L T I P S

T LAMY S M AT

ners w o n lo ve sa rovided a ﬁ o t oke ail has p p s dark e e t W e h t r how ht during . t u o ab of lig pandemic y a r rare ys of the da WORD

R E I P P A H PERS P O SH SPECIALIST CHOICES THE BUSINESS

Gypsy Rose Salon, Shefﬁeld THE RETAIL MOVE

With a government grant, owner Niamh Kavanagh revamped her business to incorporate a prescriptive range of retail.

But with many clients ‘making ng do with shop-bought items I don’t consider to be professional sional products’, she introduced the he Authentic Beauty Concept range, which ‘really meets those [speciﬁ speciﬁc haircare] demands’.

THE RESULT

A specialist in coloured and curly, textured hair, Niamh didn’t have a retail presence before Covid struck.

NIAMH’S TOP TIP

‘Our retail success has really been about using our expertise and ensuring we’re selling the right product.’

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R E TA I L T I P S T HE BU SI NESS

for men, has devised a holistic approach – combining dedicated kits, online presence and continued personal service – to develop his retail offering.

360° SERVICE THE BUSINESS

Thomas Samson Hair and Beauty, Kidderminster

THE RESULT THE RETAIL MOVE

Owner Thomas Samson, who specialises in hair replacements

‘I think this approach will add something to our business,’ says Thomas.

THOMAS’S TOP TIP

‘Quite a few clients have been worried about how to maintain [their hair replacement] during lockdown, so I’ve been doing a lot of video and phone calls. I’ve also compiled an online guide showing how to take care of it, and created a kit containing everything needed to keep the hair topped up.’

THE BUSINESS

Vagabond’s Barbershop, Stoke-on-Trent THE RETAIL MOVE

IMAGES: ISTOCK

THE RESULT

‘They virtually sold out within a day,’ says Jamal. ‘I thought to myself, I might have something here.’ Jamal is now looking at launching a branded beard oil, then ‘branching out with other products’.

THE BUSINESS

Mimosa Beauty eco-innovation salon and Mimosa Sanctuary, Chelmsford THE RETAIL MOVE

Owner Jennie Lawson created at-home facial kits from decanted open products and delivered online training alongside to ensure they were used correctly. ‘Pre-Covid I didn’t really agree with people buying online, especially with the more medical-based brands that I use. But with lockdown I realised we needed to change the way retail operated,’ she explains. THE RESULT

‘I had more than 90 people at home doing online facials, with me teaching them over Zoom, and I have an online platform with all my training videos available for free,’ says Jennie.

JENNIE’S TOP TIP

BUILD A BRAND

Owner Jamal Fazal decided to shake things up during lockdown by turning the shop into a standalone brand and creating a range of t-shirts – initially printing 20.

BRING THE SALON HOME

JAMAL’S TOP TIP

‘Rather than just being a barbershop, the pandemic has inspired me to go a little bit further and build a brand.’

‘If you’re going to run a discount code, check it and check it again,’ Jennie says, adding a warning about pay-itforward vouchers. ‘It might be great to get that money in, but if your team has had to slim down and you have a restricted service base, it may be very hard to service those vouchers when you reopen.’

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TH E BU SI N E S S R E TA I L T I P S

THE PERSONAL TOUCH THE BUSINESS

Bliss Beauty, Fife THE RETAIL MOVE

We’ve grown the business on the basis of our personal service and friendly approach, and we’ve tried to maintain that by keeping in touch with people as much as possible [during lockdown],’ says salon owner Christine Cunningham-Smith. THE RESULT

Christine has seen her retail sales increase by 19% in 2020, thanks to her efforts to reach out to clients. ‘The feedback we’ve had is that the one-to-one connection and the fact our team is visible on different media channels has made the difference,’ she says. ‘Social media has become a full-time job during lockdown, and it’s been very enjoyable.’

CHRISTINE’S TOP TIP

‘Social media likes video – particularly live broadcast – so don’t be shy, do some live stuﬀ,’ Christine says, adding that an impromptu post in which she chatted about suncare products in her garden brought in sales of £560.

THE EXPERT VIEW Many lessons learnt during lockdown may prove useful even after restrictions ease – particularly if salon and barbershop owners are still unable to operate at maximum capacity. Sales and business expert Pete Scott gives his top retail-boosting tips.

1 CREATE A BUZZ

Think of something you can do to create a buzz and a real excitement with your clients and target market. You might host a virtual party, run an online hair challenge… or why not both? The businesses who show up for their clients now will be the ones clients show up for when we’re back to normal.

2 RUN A MASTERCLASS

Value a year ago was delivering actual treatments. Value today is in empowering and encouraging clients to achieve the results themselves. But even after lockdown, these extra services will have value. By hosting 45- to 60-minute online masterclasses, you can teach clients how to achieve their beauty and wellness goals. Make sure it isn’t just a sales pitch for products: genuinely care about those attending and make it about them.

But also try to promote a message that it’s not just the product and the box it comes in that’s valuable – it’s the outcome you can help create for your client. Can they jump on a call with you once or twice a month? Will they join your online community where they can share and chat with other clients on a similar journey? Focus on adding value rather than simply showing products.

RESOURCES

FOCUS ON OUTCOMES

Use the excitement of reopening as a reason to really enhance your retail displays.

For tips on making your retail stand out, visit nhbf.co.uk/ salon-design-guide

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S K IN CA NCER THE BU SI NESS

It’s Sun Awareness Week in May, so now is the time to highlight the profession’s role in spotting the signs of skin cancer.

WORDS STEVE SMETHURST

A SKIN CANCER

WHAT TO LOOK FOR New skin lumps, spots, ulcers, scaly patches or moles that weren’t there before Marks (including moles) on the skin that have changed shape, colour, texture or size Sores that do not heal Any skin lesions that have the above features and are itchy, painful or bleed

nyone working close to people’s skin is well placed to highlight concerns about skin cancer – the UK’s most common cancer. Hair and beauty professionals have an advantage because they see their clients’ skin regularly, including their scalp and areas that people cannot easily see for themselves. As such, they are able to point out concerns to their clients and direct them accordingly. What’s more, they usually have a relationship based on trust. This was the case for Julie Owen, owner of The Gentleman’s Barber Room in Lee-on-the-Solent, Hampshire, when she alerted a client to a suspicious growth on his jaw. She recalls: ‘I do a lot of beard trims and this was one of my regulars. I was giving him a tidy-up when I noticed his jawline looked diﬀerent. He hadn’t even noticed it.

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TH E B USI N ES S S K IN CA N C E R

SKIN CANCER

90% of skin cancers are preventable

Melanoma, the deadliest skin cancer, is now one of the most common cancers in young adults in the UK aged 15 to 34

25 YRS

‘It was a swelling on the left side of his jaw, going down towards his neck, which wasn’t apparent until he was laid back with his chin tilted ready for the beard tidy. I mentioned that it looked diﬀerent and suggested that he get it checked out.’ What does she tend to do in such circumstances? ‘I’m not a medical professional, so if I notice something I might say: “This isn’t how I am used to seeing your neck, ear, face, chin… it doesn’t feel normal.” ‘People don’t always notice it themselves because the changes happen over time, whereas I see them every four to six weeks. So for me, it’s an extreme change and I’d suggest they check it out.’ Julie (pictured below with a client) hasn’t had any speciﬁc training: ‘Only what I’d picked up about keeping an eye on changes concerning moles. I also know to look out for ears as we have a lot of older ex-Navy personnel in the area and they tend to be prone to skin cancers from exposure to the sun before everyone used SPF creams.’ In this instance, the lump was cancerous and the customer had a course of radiotherapy once it had

Over the past quarter century, rates of melanoma in the UK have risen faster than any other common cancer

80% More than 80% of skin cancers are caused by overexposure to the sun or sun beds

been removed. ‘He came in several months later with a big bunch of ﬂowers to thank me, which just blew me away,’ Julie says.

Awareness raising Dr Sweta Rai of the British Association of Dermatologists says: ‘Despite being aware of the risks of skin cancer, most people do not regularly check their skin for signs of the disease. A simple reminder of why this is important can sometimes be the nudge that is needed. By helping to raise awareness about the potential signs of skin cancer and advising clients to act, hair and beauty professionals can save lives.’ Salon owners and staﬀ can gain training on spotting signs of skin cancer through the Masced (Melanoma and Skin Cancer Early Detection) Accreditation Programme. ‘This teaches professionals how to notice something suspicious, and gives guidance on interacting with clients, to recommend they get it checked out,’ she says. The e-learning programme Masced was launched in 2018 by skin cancer charity Skcin. Marie Tudor, Skcin’s chief executive, says there are several types of skin cancer and many signs and symptoms to look out for. ‘We have trained more than 6000 professionals in skin surveillance, with hundreds of cases detected early,’ she says. ‘The earlier the diagnosis, the better the prognosis. Melanoma can be fatal if left untreated and undetected.’ She also emphasises the importance of educating clients. People need to learn about the misconceptions that exist around tanning and the use of sun beds, she says. Overexposure to the sun or sun beds causes 80% of skin cancers and the World Health Organization classes ultraviolet light as a Group 1 carcinogen – the same as tobacco.

IMAGES: SHUTTERSTOCK / GETTY

FAST FACTS

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S K IN CA NCER THE BU SI NESS

RESOURCES The Sun Safety and Skin Cancer booklet: skcin.org/contact/usefuldownloads.htm

Masce d onli ne tra only c ining osts £ Memb 20. N ers re H BF ceive of 10% a disc by us ount in g the code prom o trainin NHBF2021 . The g has b e e n app by HA roved BIA a nd is three worth CPD p o ints. F more, or see m asced .uk

Sun Awareness Week (3 to 9 May): bad.org.uk/sun-awareness-campaign

ABCD-E The ABCD-E method is a good way to remember how to check for changes. ASYMMETRY The two halves of the area may differ in shape.

BORDER The edges of the area may be irregular or blurred, and sometimes show notches.

Safety ﬁrst Marie says professionals should look for common signs and symptoms (see What to look for, page 31 ) and try to establish the facts as well as the client’s risk factors. ‘Anyone undertaking treatments on the skin or scalp and ﬁlling in consultation records should record a lesion/mole accordingly. Our training recommends that clients take a photo with their phone of anything suspicious and share it with their GP.’ Marie adds: ‘The sun is something that most of us enjoy and it is important to maintain our vitamin D levels. We just want people to be safe and know the risks. Skin cancer is a largely preventable disease, and by working together we can help to reduce skin cancer statistics and save lives. The industry has a vital role to play.’

COLOUR This may be uneven. Different shades of black, brown and pink may be seen in the same mole. DIAMETER Melanoma will change progressively. If you see any mole or ‘mole-like’ marks getting bigger over a period of weeks to months or even years, the client should tell their doctor. EVOLUTION Changes can include a mole bleeding, itching or being crusty. If in doubt, the client should seek medical advice from their GP.

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TH E BU SI N E S S S O F T WA R E

WORDS ANNA SCOTT

THE RIGHT TOOLS With so many software solutions on the market, how can salon owners know which ones are best for their business?

rom booking systems to marketing, HR and accounts, software has played a starring role in salons and barbershops during the Covid-19 pandemic. With so many solutions available, how do business owners know what to look for and how can they ensure they are making the most of their software? Amanda Linehan is owner of Linehan and Co salon in Kent. ‘The software has been great during lockdown to stay connected with our guests,’ she says. ‘We are able to send personalised messages to our clients. This makes them feel updated and not forgotten about, and it is a quick way for us to engage with them.’

Best for your business ‘While the pandemic has put new pressures on salons, it has highlighted how valuable software can be and shone a light on what a system may lack,’ says Oliver Cahill, chief commercial officer at Premier Software. ‘Right now, businesses should be looking for software that offers the flexibility to provide contactless solutions, while running their salon remotely.’

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S OF TWA RE T HE BU SI NESS

CASE STUDY

‘IT’S LIKE HAVING YOUR OWN RECEPTIONIST’

This includes automated marketing to keep lines of communication open with clients, online gift vouchers, contactless deposits and payments, product and appointment waiting lists, the ability to submit medical questionnaires prior to arrival and for staﬀ to view and check in clients on their personal devices to avoid cross-contamination. Abigail Walsh, marketing manager at Phorest Salon Software, says the pandemic has helped salon and shop owners to consider whether their software can assist them in generating revenue even if they have to temporarily close.

IMAGES: GETTY

NHBF RESOURCES GDPR guide: nhbf.co.uk/gdpr-guide Salon software guide: nhbf.co.uk/salonsoftware-guide

‘If there’s one thing I can advise you to look out for it’s the software that can best future-proof your business,’ she says.

Up to speed Still, it needs to be used correctly and to its fullest capacity to give value for money. ‘A good software solution should be a social media guru, marketing manager, accountant, PA, receptionist and business partner all rolled into one,’ Oliver says. ‘It should take the stress out of back-office jobs, enabling salons and shops to do more of what they love – working hands-on with clients and delivering a five-star experience.’ While lockdown provided the perfect time to get familiar with software, its benefits – in terms of helping salons to maximise their available time and capacity – can only be measured once salons and shops have reopened. ‘The pandemic will undoubtedly change the future landscape of how salons use technology moving forward,’ Oliver says. Linehan and Co got its Timely software in the first lockdown. ‘After an initial set-up by myself, the team was able to

For Amanda Linehan, the software she chose had to be all-in-one, not complicated to learn and something she could access ‘anywhere, at any time and at an affordable rate’. The Timely software is set up for each staff member to access, with a password, their clients and data from their own phones on an app. ‘I have overall access to decide who and what gets seen by the team, so it’s controlled where it needs to be but the team still have freedom over their clients,’ she says. ‘The biggest beneﬁt that the software has brought to me and the salon is time. It’s so much quicker to have everything on one ﬁle that everyone can access. Once Covid-19 is over, I will be able to allow clients to book themselves online, saving even more time.’ She adds: ‘They can even pay online, and the fact you can keep all of their records and info on one system is so much handier for space and security.’

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TH E BU SI N E S S S O F T WA R E

play around with it and give it a trial run for the time in lockdown,’ Amanda says. ‘It was easy and quick to learn.’

Not breaking the bank Any solution must be cost-eﬀective. ‘There are free packages out there but I was happy to pay for more features and to have a person to speak to at the end of it,’ Amanda says of her salon’s software (see Case study, previous page). For salons new to software, the best option is to establish what you need and ﬁnd a package that suits your requirements. ‘Most systems

FAST FACTS

NUMBER CRUNCHING

46%

32%

54%

of bookings are made outside of salon hours

of customers expect to be able to book services online

of men would rather use a website or app to book a haircut

are available on a pay monthly basis,’ Oliver says. But the ﬁnancial beneﬁts of using all of your software features are wide-ranging, whether understanding how clients might want to book online or generating additional revenue. ‘Some Phorest clients made over £500 from selling products with the online store in just 24 hours,’ Abigail adds.

STEP BY STEP

CHOOSING THE RIGHT SOFTWARE FOR YOUR BUSINESS

The future is contactless

Research and shortlist providers with a list of questions to ask

Oliver predicts an increase in artiﬁcial intelligence oﬀerings as clients look to enjoy a salon experience from the comfort of their own homes. He adds: ‘Bookings will be made through voice assistance programmes that can automatically suggest desired times, services and upgrades. Chatbots will become more intelligent at dealing with enquiries, moving demand from the salon reception online.’ In the meantime, he says, ‘client consultations will continue virtually as we look at a more contactless future, and e-commerce will boom as clients look to purchase their favourite products online through their phones’. Whenever we can call the pandemic over, software is here to stay.

Consider what you need help with to run your salon – is it appointments, reporting, marketing, scheduling or retail management?

3 4 5

Software also makes it easy for salons to remain GDPR-compliant by keeping all data in one place and to create a more personalised experience for the client. ‘Customers want the booking process to be easy and straightforward and software can oﬀer just that,’ she says. Bear in mind the importance of ensuring staﬀ are fully trained on the system, factoring in dedicated time to do it. If they are not using it properly it can cause problems and defeat the object of having good software.

Get clear quotes and read the small print Understand all ongoing included costs

Consider combined software, hardware and package options

Show team members how software will change their jobs and improve turnover

Install the software and train staff when the salon is closed

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COLOURING T HE BU SI NESS

What really makes a top colourist stand above the rest? Three award-winning colour experts share their advice on becoming the best in the business.

ith the repeated closure of hair salons during the past year, colourists have certainly had their work cut out. The boom in home colouring has meant more people are rushing to get their accidental mistakes ﬁxed and regrowth sorted. Still, your current skills may be keeping clients happy, but the glittering careers of these colouring experts prove that there is always room for improvement.

HAIR COLOURING

ALL CHANGE

£50K

THE PERFECT COLOUR

44% Blonde was the most popular colour in 2019, with 44% of women opting for lighter locks

FOUR The average woman will go through four varieties of colour in her life

IMAGES: GETTY

One in 20 women will fork out £50,000 in their lifetime to colour their hair, compared with one in four spending £18,370

WORDS NATASHA RIGLER

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TH E BU SI N E S S C O LO U R IN G

THE THREEPOINT PLAN

THE PERFECT CONSULTATION

Paddy McDougall

Carolyn Newman

GLOBAL AMBASSADOR FOR INDOLA

DIRECTOR OF CAROLYN NEWMAN COLOUR AND EDUCATION CONSULTANCY, AND EDUCATION MANAGER FOR HAIRDOTCOM ART TEAM

For colourist Paddy McDougall, impeccable skill and an eye for detail have paved the way for an impressive career in high-end fashion. Paddy, based in Glasgow, has worked on global campaigns and shows for designers including Louis Vuitton and Yves Saint Laurent. He has worked solely with colour only for a few years, but Paddy’s ﬂair and expertise has already accelerated his rise to the top. ‘With a cut, you can add texture and dimension,’ he says. ‘But for me, the possibilities with colour are endless. You can change hair again and again and make it really bespoke.’ Paddy’s current favourite technique is free-hand colour. ‘I like it because it’s versatile,’ he says. ‘You can create a really personalised and detailed result this way.’ But although the execution is free-ﬂowing, Paddy’s preparation is rigid. He follows a three-point plan before getting to work: visualisation, map, application. Paddy explains: ‘You should never start with a colour until you’ve got

a really clear vision of what the end result is going to be. ‘This visualisation enables you to map out what you’re going to do – whether you need multiple appointments and applications, which products you’re going to use and what technique, including the kind of home care needed. ‘Sometimes the tendency is to jump straight from consultation to application, when actually the application should be the ﬁnal thing to consider.’

Having trained as an all-rounder in Australia, Carolyn moved to the UK in 1989 and began working for Charles Worthington in London. By 1998, she was the ﬁrst colourist to achieve 99% in the L’Oréal Colour Specialist Degree and, two years later, she was appointed as Charles’s ﬁrst ever colour director. Carolyn’s passion for colouring has been with her since the start. She says: ‘I loved playing with colour. When I went to Charles, I was colouring

wefts, wigs and the hair of my friends before photographing them and showing him my techniques. But it didn’t feel like work to me – it was fun!’ Carolyn runs a course at her consultancy called The Perfect Consultation, as she believes the client consultation is just as important as a great hairstyle and colour. She says: ‘When we colour hair, we follow a set system of sectioning

PADDY’S TOP TIP

‘Study other people and those you admire, then try to develop your own taste, aesthetic and brand. And remember, your client is your best form of advertising it.’

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COLOURING T HE BU SI NESS

and placement, but the consultation needs a set structure, too. ‘You need to know how to talk to your client, the questions to ask and how to explain what you’re going to do. ‘Tell them why you’ve selected the colour you have, and whether it is going to be a cool or warm tone. Look at their skin tone, their colour personality and their face shape.’ CAROLYN’S TOP TIP

‘Practise your communication with clients. You’re the expert and have done the training, so be as conﬁdent in this as you are in your skills.’

ALLERGY ALERT

TEST AWARE It has never been more important to be vigilant about allergy testing and protocols. If clients have been using home colour products during the pandemic, they may not have been tested for more than 12 months. REMEMBER: Allergy alert and relevant industry tests are a must to protect your clients and avoid legal action All team members and front-of-house staff need to understand the protocol when a client books in for a colour Identify any contraindications, inﬂuencing factors and limitations Know the signs and what to do if you see an adverse reaction or result The NHBF’s consultation, allergy alert and industry tests toolkit contains all you need for your salon or barbershop: nhbf.co.uk/ consultation-allergyalert-industry-test-kit

HONESTY AND EDUCATION Suzie McGill SCHWARZKOPF UK AMBASSADOR AND INTERNATIONAL ART DIRECTOR AT RAINBOW ROOM INTERNATIONAL

For Suzie McGill, specialising in colour was an important career move. She believes a cut and colour go hand in hand and is continually educating herself on the latest trends and techniques. Suzie, who is based in Uddingston, Scotland, advises any professional who is thinking of becoming a colour specialist to enlist in some top training. She explains: ‘It is so important to do a masterclass so you can get down to understanding the basics.

‘Really understand your colour wheel and, most importantly, understand natural pigments in the hair and how this will affect the ﬁnal results.’ For Suzie, the biggest colouring myth is that hair can change from black to white in the same day. She is keen to highlight the importance of educating clients on realistic achievements from the get-go. She says: ‘We see so many celebrities on Instagram undergoing dramatic changes, but this is an unrealistic goal without compromising the condition of the hair. ‘Being completely honest with the client and informing them of what you can achieve in one visit is essential.’

SUZI’S TOP TIP

‘The technology is always evolving, so try your best to stay on top of new colours, products and trends to develop your skills and knowledge.’

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TH E I N SPI R AT ION MOOD BOARD HAIR

IS IT INSTA GRAM MABLE? 40

@salon_desvignes London

@douglasreidhair Southport

Spring shades are in full bloom, according to Pantone’s colour palette for 2021. We take a look at your vibrant examples from the past year. Have you created a style that's a bit different? Something you're particularly proud of and want to shout about? Then post a picture to Instagram with the hashtag #salonfocus and your shot could end up on these pages.

@beautysplendour Glasgow

MAKE-UP

@christelle_paints London

@tarankbeauty Birmingham

@gypsyrosehair Shefﬁeld

SALONFOCUS | SPRING 2021

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MOOD BOARD THE I NSPI RAT I O N NAILS

@jodarleyandco Wimborne

@nailedbyraq London

@nataliaevangeline_hb Kibworth

@salon_desvignes London

@ataranailbar Croydon

@polishedbylolo London

@badapplehair Birmingham

@yo_keshh London

@_vogelnails Mansﬁeld

@rebeccajhaircarlisle Carlisle

@douglasreidhair Southport

@dexterdapper London

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TH E I N SPI R AT ION W H AT ' S T R E N D IN G

FASHIONABLE OR A FAUX PAS? Whether you embrace them or buck them, we take a look at the latest trends.

SELF-CARE SOARS SOA 42

MULLING IT OVER

IMAGES: GETTY / SHUTTERSTOCK

SUNSHINE DAYS SUN One of Pantone’s colours is yellow so it’s 2 for 2021 to be big safe to say that the sunshine effect is going s and shade t sunse with nails, and summer sp for spring es and pinks bright brigh hues set to be most popular. Orang the vibe. If the particularly bubblegum – can also create – par l shades are bold look is too much for some clients, paste to pop up ted expec mint and softer choice, with lilac a sof continues everywhere. The pared-back bare nail trend with more nude options appearing on Insta y this year , healthy look. feeds, with extra buff and shine for a strong

No longer associated with the 1980s and DJ Pat Sharp, the mullet has modernised itself: Rihanna and Miley Cyrus have both recently been spotted with one. While it might be too out there for some clients, the shag cut is pretty much one level beneath mullet and may be more wearable. Showing it’s not just a trend for the ladies, GQ has picked out the mullet as a style for 2021 – actor Zac Efron and singer Troye Sivan have been seen sporting it.

It’s no surprise that tthe self-care trend continued during durin multiple lockdowns in 2020 and 2021. Google searches are ‘se for ‘self-c routine’ were up 250% since the arch 2020, the initial lockdown in March 004.. Other highest level since 2004 searched wellness trends mostt sear mic iinclude emic for during the pande boosting y, bo improving skin qualitty, immunity and ways to aid mental 140% rise in so a 14 health. There was also ntation, a gmen searches for hyperpigme mp in searches whopping 2600% jump in C help your min for: ‘How does vitam ncrease in people body?’ and a 150% increa asking: ‘What does vitamin E do for your skin?’

TREND REPORT

BEYOND BEAUTY 2021 This study of beauty professionals, conducted by Beautystack and The Digital Fairy, uncovers the behaviours and innovations set to deﬁne the industry in 2021.

80%

said social justice would play a key role in their business in 2021

67%

said they would focus on diversity in their social media and marketing materials

SA LO N FO C U S | SPRING 2019 SALONFOCUS 2021

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BANG BAN ON Fringe Fring s of all types were seen on the catwalks for spring sprin and summer 2021. Chunky, blunt, it shagg shag y, pixie – you name it, the models wore from Hermès and Valentino to Prada. la for labels in look, harking back to a 1990s l The livedgrunge style (popularised by Kurt Cobain), ues was a favourite for both sexes and contin natural hair movement resulting from the n peopl peop e embracing their natural textures and trends air-dri air-dr ed waves in lockdown. Other men’s jobs dye l paste the from away move a ed includ to acid hues such as lime, cobalt and 20 of 2020 magenta, according to BLEACH London.

TIKTOK TRENDING

Not just a platform for amusing dance videos, TikTok hosts some of the most engaged-in beauty content, with laminated eyebrows the most popular trend at the moment. While there are about 1655 videos of brow lamination on the site, collective views equate to more than 157 million – an average engagement of about 95,000 per post. Other TikTok beauty trends reported were fox eye make-up, fake freckles and nose contouring.

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

W HAT'S TRENDING THE I NSPI RAT I O N

THE LATEST

TOP TECH TIPS GROW REVENUE AND RETENTION Premier Software reveals how its hair and beauty system, Salon by Premier Software, can help to grow revenue and retention post-lockdown in just four steps.

Keep your business open 24/7. Whether taking bookings or retailing gift vouchers online, collect payment there and then with Premier’s payment gateway.

Secure multiple future appointments through Salon’s Courses or Repeat Booking features. When followed up with automated email conﬁrmations and SMS reminders, no-shows are reduced.

The software recommends products to clients and manages promotions, all while rewarding purchases through a loyalty scheme.

Salon also helps to entice clients back through your doors using automated review requests, marketing and social media integration. To ﬁnd out more, go to premiersalon.co.uk

75%

of respondents said they were actively looking to change their beauty rituals and routines, with 16% wanting to shake things up dramatically

DITCH THE CARDS Now more than ever, a thorough consultation process and full recordkeeping is an essential part of every professional’s working day.

Arapio’s smart app is a GDPR-compliant way to store all client details securely on your phone, tablet or PC. Clients can complete their consultations at home and email their responses or complete them in the salon. Therapists and technicians are alerted when contraindications are present, and clients can receive a PDF of their consultation if required. There’s no printing out or ﬁling involved. Repeat clients can tick ‘nothing has changed since my last visit’ if applicable and sign the screen to quickly keep their details up to date. There are photo uploads and plenty of room to write comprehensive notes, together with onscreen signing – all from 2p per client visit. Compatible with Android, iOS and Windows devices. For further information, visit arapio.com

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TH E I N SPI R AT ION HOW TO...

anywhere to park,’ or ‘I wasn’t exactly sure which road you were on.’ These are clues to guide your content and the information you provide.

IMPROVE 2 YOUR GOOGLE RANKINGS

DRAW A LINE IN THE SAND

Look at your analytics using Google Search Console – a free service that gives you key information about your website and the people who visit it – to see what traﬃc you’re getting right now. Where is it coming from? How many bookings are made online versus over the phone? Are these even being tracked in analytics? A little housekeeping on your website will improve the quality of information it provides to you, so it’s always a good idea to keep an eye on this.

You may believe your website is the best possible ambassador for your business. But is it good for Google? Dan Kavanagh from internet marketing agency Ignition Search shares his tips.

hen we talk about rankings, we mean which website pages appear in the search engines when a potential visitor types in a word or phrase they’re interested in. Appearing high up can lead to more visitors to your website – which could mean an uplift in enquiries. But how do you rank highest? These tips are designed to help you optimise your website, release its

DO YOUR HOMEWORK There are loads of free tools to help you gather information on exactly what your potential clients are

potential to bring clients through the door and come back stronger.

STEP BACK, TAKE STOCK

It’s difficult to be objective about your own project, but try and put yourself in the position of someone new to your brand who potentially wants to book an appointment. If in doubt, ask other people. Especially useful is feedback from existing clients – they often state the truth you’re too close to see for yourself. It’s quite common to hear first-time clients apologise for being late and say: ‘I couldn’t find

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IMAGE: GETTY

HOW TO... THE I NSPI RAT I O N

typing into search engines – also known as keywords. These include keywordtool.io, Google’s Keyword Planner and Ahrefs. You can use these tools to ﬁnd out which keywords are relevant to your business, and group them into themes. This information will tell you what your potential clients are interested in – and therefore what sort of content you should be producing to capture that interest. Remember to write for people and cover topics in depth. Do not write for the search engines as you’ll be tempted to repeat keywords and the content can look unnatural. If in doubt, do a search for a key phrase you’re interested in. What comes up? Search engines are an easy and accurate place to ﬁnd obvious answers, and this is a muchoverlooked tactic.

GO BACK TO BASICS

KEEP IT FRESH

Search engines are looking for clear information on the basics: name, address, contact details and useful instructions, such as parking and wheelchair access. Your clients are also looking for this information! Making this information thorough, easy to access and consistent across your site can be a big win for ensuring your site is in the mix for a high ranking. The same goes for web-related information, such as privacy and cookies policies, and GDPR compliance. It might be boring but it’s well worth the eﬀort to do it properly.

Search engines are looking for regular content but it also has to be relevant. Try moving away from the traditional idea of blogging and think about categorising the content on your website into sensible

headings that form ‘umbrella’ categories. This allows you to produce different types of content within these categories that, all together, creates a good body of content on different themes. For example, paragraphs of text are all well and good, but what if a comparison table does the job much more quickly and effectively? Generally speaking, types of content you should consider include: FAQs Comparison tables Stats Illustrations Infographics Videos Case studies Original research. If you have constructed the keyword research correctly and established topics, then you’re perfectly placed to get creative in terms of what type of content you can produce.

TOP TIPS Remember: the content is for your clients and not for Google. Don’t make cookie and GDPR information too intrusive as this could count against your website. OUR EXPERT

DAN KAVANAGH Dan is managing director of Ignition Search, a Shefﬁeld-based digital agency specialising in search and user experience (UX). The company is a Google Premier Partner and Facebook Marketing Partner. Check out ignitionsearch.co.uk

If in doubt, always ask yourself: ‘Is this content going to move my client forward in their journey? Is it useful?’ If the answer is yes, then crack on. If you’re unsure of where to start, Google offers a range of free online courses aimed at helping your business. To ﬁnd out more information, visit bit.ly/ Google-online-training

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s m r fo ble D VI aila CO av

Online Consultations just got smarter .... SAVE TIME Clients can complete their consultation at home & email it back to you.

SAVE MONEY Find out if the client needs a patch test or if they are contra-indicated BEFORE their appointment time.

INCREASE SALES You can link your promotions to your client’s responses.

IMPROVE CLIENT RETENTION Give excellent client care with our automated aftercare and homecare regimen emails.

www.arapio.com

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15/03/2021 10:21 15:54 02/12/2020

ROUND -UP T HE NHBF

REASONS TO PUSH ONN Having worked with independent economic analysts Pragmatix Advisory on research into the effects of the pandemic on the hair and beauty industry, the NHBF can reveal the key findings. The report, which reflects the extent of financial hardship the industry is facing, shows that, in 2020: With more than 140 days of lockdown, hair and beauty was one of the worst affected sectors Hair and beauty businesses saw an average loss in turnover of 45% Social distancing measures mean that, even when open, they were operating at around 70% capacity Full-time equivalent employment numbers were down by 21% on 2019 Businesses took an average cash hit of £17,000.

And the research revealed a tougher outlook for this year… One in seven businesses are acutely vulnerable to failure Businesses will be out of pocket by £41,000 on average by the end of 2021 because of the pandemic The annual revenue of the largest businesses will be down by 42%.

74,800

While the findings make for grim reading, we are continuing to fight for: An emergency personal care fund for hair and beauty businesses The reduction of VAT to 5% to help businesses recoup their losses and recover. To find out more, go to nhbf.co.uk/pandemic-report

88% of the workforce are women

20%

of the workforce are under the age of 25

The hair and beauty industry sits at the heart of every community.

£6bn economic added value of the sector

Check out our free webinars

£41,000 average loss per business expected by end 2021

You asked, we listened. To meet the needs of Members, we’ve been running a series of free webinars – with topics so far including: Ask the NHBF How to inspire the next generation of apprentices Budgeting How to stay legal

hair and beauty businesses in the UK

Marketing your business How to grow a loyal clientele. If you’ve missed any of the sessions so far, don’t worry. You can catch up at any time

by logging into our website. Meanwhile, we’ll continue to run more webinars. Check out the upcoming topics at nhbf.co.uk/events

Businesses above VAT threshold acutely vulnerable to failure

SALONFOCUS | SPRING 2021

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We’re looking forward to having you back!

As you start to plan your reopening call Coversure to get advice from our specialist team on your salon and barber shop insurance. We can also offer liability, treatment and tools cover for chair/space renters and mobile services.

GET A QUOTE

0800 458 8181 or BUY ONLINE

COVERSURE.CO.UK/NHBF CIS-HU-114

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ROUND -UP T HE NHBF

Every mind matters The NHBF was proud to put its weight behind an important Public Health England campaign to support the nation’s mental health during the pandemic, which ran until 31 March.

IMAGE: ISTOCK

‘Better health: every mind matters’ aims to help adults take care of their mentall wellbeing and manage stress, anxiety, y, low mood and sleep problems by oﬀ ering ﬀer specialist advice and tools. Visit bit.ly/better-health-campaign n

RECOGNITION AT LAST… WHAT? We’re pleased to announce that, after our tireless campaign alongside the British Beauty Council, UK Spa Association and British Association of Beauty Therapy and Cosmetology, the government has created a sectorspeciﬁc team dedicated to supporting our industry. HOW? The personal care sector team was established after our four organisations worked

closely with the Department for Business, Energy and Industrial Strategy to overcome the challenges of the past year.

OUTCOMES? We believe the move is a major milestone for UK hair, beauty and wellness that will raise awareness outside the industry, allow government to improve its understanding of the sector, and pave the way for future ﬁnancial support.

UPDATE YOUR DETAILS We want to help you make the most out of your membership – whether that’s reading up on the latest news, or accessing our useful resources – so it’s important that we have your most up-todate contact details. Check your information by logging into the Members’ portal at nhbf.co.uk/my-proﬁle or contacting our membership team on 01234 831965.

See the stats in full at nhbf.co.uk/industry-statistics

SALONFOCUS SALONFOCUS | | ASPRING UTUM N 2021 2020

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TH E E N D 6 0 S E C O N DS W IT H . . .

ALAN AND LINDA STEWART The Rainbow Room International founders were awarded OBEs for services to hairdressing last year. The husband-and-wife team share the secrets of their 40-plus years of success. 50 Appearing on the New Year’s Honours list… was a total surprise that came out of the blue. It has given us and our team a reason to celebrate and look forward to a promising year.

Since opening the first salon in 1979… the core of the industry – looking after clients – hasn’t changed but the way that you learn and communicate is very diﬀerent. Back in the day, to get any education you had to actually travel there and go to shows and exhibitions, and you waited every month to see what pictures were in the magazines. Now, everything is more accessible and instant – there are so many diﬀerent platforms for learning and inspiration.

If someone asks what we do… we say we’re educators and coaches – our 12 salons have been homegrown, nurtured franchisees. We’ve got such a strong team because we push them and make them stars in their own right. Whatever avenues they want to go down – whether that’s winning Scottish Hairdresser of the Year or taking a trichology route – it’s about teaching them to be the best they can be. By creating a company where people can grow, they become successful, which helps us to be successful.

We put our success down to…

We’re most proud of… the training. There’s nothing better than seeing a client’s eyes light up because of your work and it’s the same when you see someone early in their career achieve that. For example, when you leave them with a client and you watch that client smiling and they’re chatting to each other, you think: ‘Yeah, they’re growing and they’re getting better.’ So teaching is a key factor for us. If you love people then you want to see them progress and have as much fun as you have had. And we’ve had lots of fun!

Not living in each other’s pockets… is the secret to being married for 26 years and working together for so long. We both have our separate roles within the business so we don’t work side by side, but we do sit down at the end of the day and talk through it.

Looking to the future… we’ve still got a few people waiting on the sidelines who would like their own salon, but it’s just about getting the right property at the right time. You need to look for the right opportunities, but we’ve deﬁnitely got the right people. We’re not ready to retire yet!

building and nurturing people and doing it organically. We never set out to have 12 salons across Scotland – it just happened. In 2003 we opened our training academy, which has allowed us to cultivate and provide a career path for the next generation and train professionals from all over the world.

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I can’t

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Ultra light. Ultra quiet. Incredibly powerful. Let your creativity fly.

www.divapro.co.uk

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