TH E ES SENTIAL MAGA ZI N E FO R SALO N OWN ERS
Onward and upward
WINTER 2021
How we can look at 2021 with optimism
P22: NEW CLIENTS Turn lookers into bookers by refreshing your salon profile
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P31: BEAT THE CLOCK Claw back those hours with our time management tips
P34: HAIR LOSS How to transform the lives of clients struggling to cope
P37: MERCH Beef up your retail offering and futureproof your brand
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Ultra light. Ultra quiet. Incredibly powerful. Let your creativity fly.
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WI NTER 202 1
contents
THE CUT 5
Hello and welcome President Ian Egerton on saying goodbye to 2020 and making 2021 a more successful year for NHBF Members
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The 10 things you need to know this issue From the latest results of the NHBF survey to the #ChopTheVAT campaign, and sustainability solutions for salons
22 New clients How salons can ensure their services appeal to both new clients and old regulars
THE BUSINESS 18 Success in 2021
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COV STORER Y
With a new year comes a fresh start. It’s time to be optimistic and make your business thrive
26 Financial advice Covid has devastated many salons’ finances. How can Members keep their businesses afloat?
28 Client journey
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Keep them coming back by making sure your salon experience is second to none
THE INSPIRATION 40 Mood board
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The latest afro, textured and curly hair looks, and statement winter nails
42 What’s trending New products and the latest market trends: from the colours for 2021 to recycling and sustainability schemes
44 How to... Encourage kindness
31 Time management What could you be doing to manage your time better and get those hours back?
THE NHBF 47 Round-up
34 Hair loss Offering hair-loss solutions could be profitable to your salon and help change clients’ lives
37 Merchandise Have you ever thought about selling your own product lines or ‘merch’? Maybe you’re missing a trick...
Key news and messages from the NHBF, including the latest industry figures and getting to know Richard Lambert
THE END 50 60 seconds with... Not Another Salon owner Sophia Hilton
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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
DON’T FORGET THAT THE NHBF IS HERE TO HELP YOU
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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
appy new year! Having finally said goodbye to 2020 – which will be remembered for all the wrong reasons – we welcome both a new year and a new NHBF chief executive: Richard Lambert. Previously chief executive of the National Landlords Association, Richard has a background in lobbying that will help us to continue standing up for our Members, especially in these testing times. Reflecting on the challenges endured by the sector in 2020, our cover feature (page 18) offers a wealth of highly practical expert guidance on how to make 2021 a success. Full of optimism, it considers a whole host of ways to ensure that your business will not only survive but thrive. If it’s financial advice you need, our feature on page 26 offers a range of potential advice on the money problems your business may be facing right now. There are further articles on managing your time more effectively (page 31), attracting new clients (page 22) and using ‘merch’ to future-proof your brand (page 37). Take a read and see whether there’s anything you could implement to make a profitable difference this year.
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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 Alamy
© The NHBF 2021 All views expressed in salonfocus are not necessarily those of the 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.
While there are likely to be more tough and unpredictable times ahead, don’t forget that the NHBF is here to help you with its legal helpline, webinars, updates and other resources. We’re also aiming to achieve further boosts for the sector with our various political and lobbying activities. Find out more about our recent campaigns at nhbf.co.uk/get-involved/campaigns Although the rules restricting gatherings for large events such as exhibitions and awards ceremonies have yet to be relaxed at the time of writing, we remain hopeful that they will be this year, so that we’ll be able to see you in person soon. As tough as it has been for many of us, now we must focus on gradually rebuilding our businesses and, however we do that, it should reflect the new landscape – clinging to the old normal will only distract us from the challenges that lay ahead. So, let’s put on our most positive attitude, focus on the new opportunities and together we will come through this! We look forward to working with you… Welcome, 2021!
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TH E CU T I N D U ST RY STATS
THECUT
The 10 things you need to know this issue...
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INDUSTRY DUSTR STATS T HE CU T
BUSINESS reported that business was quieter than it had been pre-Covid
FINANCE could not be sure if their business would last until the end of the financial year
51%
STATE OF CTO THE SECTOR
62%
As the second national lockdown hit, the NHBF took the opportunity to follow up on its August survey and gauge the impact on the industry. We take a look at what you said – and what it could mean for the future.
STAFFING could rule out further redundancies once the furlough scheme ends
THE KEY FINDINGS…
44%
Business Half of respondents (51%) reported that business was quieter, on average, between July and September than it had been pre-Covid. Of the 38% of businesses that were affected by regional Covid restrictions, almost threequarters (71%) saw business fall and one in 12 were facing closure or layoffs.
SURVEY FAST FACTS WHEN? The survey was conducted between 5 and 16 November.
Finances Two in five (38%) of beauty businesses said they are not earning enough to cover their outgoings (such as rent and overheads, staff costs and stock), with 39% of all respondents just about breaking even. Almost two-thirds (62%) could not be sure if their business would last until the end of the financial year (up from 41% that were previously unsure they would survive until Christmas).
HOW MANY? It received more than 5000 responses.
WHO? Of the respondents… 54% work in hairdressing 28% in beauty 4% in barbering …and 61% were salon or shop owners
WHAT’S IT FOR? The NHBF will use the responses to inform and influence government to develop policies and initiatives that will allow the industry to retain its place as the backbone of the high street.
IMAGE: ISTOCK
Read the full survey results at bit.ly/NHBF-November-survey
Staffing Around one in eight employers have made redundancies. More than half had cut staff hours. Only 44% could rule out further redundancies once the furlough scheme ends.
Recruitment ent Only 4% are likely to or definitely intend to take on new staff and new apprentices in the next three months.
Recovery More than three-quarters (76%) felt that the key to recovery of the industry upon reopening was a clear message from government that the sector is safe to use. Almost half said a reduction in VAT to 5% for a set period of time would be most beneficial to business in the next year (see more on this on page 8).
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NHBF CHIEF EXECUTIVE RICHARD LAMBERT SAID: ‘It continues to be evident from the responses to this survey that the future of the hair and beauty sector is bleak without targeted help from the government. Without this, we could be approaching the next financial year with boarded-up salon and shop fronts, significant job losses and a major mental health and wellbeing crisis. ‘The government can help the hair and beauty industry get back on its feet by implementing measures such as hardship grants, for sectors such as ours most impacted by restrictions to trade and that have received zero targeted support to date. These would see previously successful businesses through this temporary but difficult phase and must also be available to those who have been ineligible for other support.’
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TH E CU T N E W S
HAIRDRESSING
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Is your in-salon skincare range vitamin D-packed? Boosting wellbeing with vitamin and mineral supplements has hit new heights in 2020 (with UK sales set to hit almost £500m) and vitamin D tops the chart, says Mintel.
Industry unites in #ChopTheVAT call
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Podcasts in every genre have come into their own during lockdown, and beauty podcasts are no exception, with journalists and influencers in on the act. Time to join in?
HOW’S IT GOING? The petition has received more than 15,000 signatures – triggering a government response. At 100,000 signatures, it will be considered for debate in parliament.
WHAT WAS THE GOVERNMENT RESPONSE? HM
A leading aromatherapy brand has devised in-room ‘sleep’ treatments for a top hotel. You might want to consider adding some of the plethora of sleep-promoting products – from oils to sprays – to your retail range.
Treasury said: ‘The government has announced a significant support package to help businesses affected by Covid-19. While there are no plans to extend the scope of the reduced rate, we keep all taxes under review.’
WHAT IS IT? Campaign #ChopTheVAT is
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calling on the government to cut VAT for hair salons to 5% – as it has for the hospitality industry.
WHO’S BEHIND IT? The campaign was launched by a subcommittee of the British Beauty Council with the support of the NHBF, hair professionals, industry influencers and journalists.
WHAT’S BEING DONE IN THE MEANTIME? The
WHAT’S HOT, WHAT’S NOT
NHBF is actively campaigning for VAT relief, which is essential to see the sector through the crisis and help businesses recover and start growing again. Watch the #fightingforyou video at bit.ly/NHBF-fighting-VAT
WHERE DO I SIGN? Have your say at bit.ly/petition-chop-the-VAT
Could traditional looking salons be on their way out? Danish stylist Cim Mahony's studio is made for ‘holistic hairdressing’, with artworks, vintage furniture and books. Meditating adds to the Zen.
Video consultations take off in lockdown
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result of the pandemic, with 76% of respondents saying they had invested in online services and 87% of those agreeing they would continue offering the service post-Covid. How have video consultations benefited your business? Join the conversation @nhbfsocial
IMAGES: SHUTTERSTOCK
Hair and beauty online video consultations are the most popular consequence of lockdown, a poll suggests. Almost half of hair and beauty businesses (41%) surveyed by Yell Business said the move to virtual consultations had been best received among clients. The survey assessed how small and medium businesses have adapted as a
Thinking small is out. Big reach is now possible. Twitter released its first #BeautyTwitter report – with key themes including authenticity and diversity.
Nail techs, take note: throwing out tools is no longer cool. Prevent environmental waste by having them resharpened in a new scheme set up by technician and educator Katie Barnes. See bit.ly/KB-reuse
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S P O N S O R E D F E AT U R E
HELLO A ND W ELCOME T HE CU T
It’s time to stop spending money on your salon software
A top-rated t t db beauty t platform l tf is 100% subscription free alon software is a game-changing investment for your business – when you pick the right one. Fresha was rated as 2020’s best salon software by Capterra, a Gartner Inc. company. The platform came out on top in all three rating categories for salon software; most popular, most affordable and most user-friendly. Fresha streamlines business operations for salons and spas with intuitive, fully featured, subscription-free software. The platform takes the hassle out of running a business by managing appointment bookings, point-of-sale, customer records, human resources, inventory, and financial reporting. Fresha also has no trial period and no limits on usage. Taking the world by storm, Fresha is
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acquiring a vast user base of salons and spas in more than 120 countries, primarily in the US, UK, Australia, Canada and New Zealand. In 2018, the company launched an all-new online booking system, Fresha.com, for clients to easily book and manage their own appointments. The system offers mobile apps for clients and real-time booking integrations to Instagram, Facebook and Google. Fresha.com also comes with integrated card payment processing to protect against no-shows and late cancellations. ‘Over 80% of our appointments are booked online directly by clients. We run our whole business on the Fresha platform for salons. The system is very easy to use, our team and clients love it!’ says Leith Matthews, owner of Akin Barber & Shop.
‘At Fresha we’re incorporating intelligent features for our online booking system to help salons grow revenues. For example, smartly displaying price and availability options, based on the client’s purchase history and the salon’s projected schedule. Our system analyses client preferences and the business’s activity, providing an unbeatable booking experience. This frees up salon staff to do what they do best and spend more face time with clients’ says Fresha CEO and co-founder William Zeqiri. A growing number of consumers expect to be able to book services online and this trend will continue to increase as younger, tech-savvy clients take over the market. Some 40% of online bookings are made outside of normal business hours. This relieves pressure on salon staff having to push pre-booking, or answer as many calls from clients asking to book. William Zeqiri Founder, CEO | Fresha.com
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Treat your salon customers with unlimited access to the UK’s top digital magazines! • Reading is immediate on customers’ own devices by scanning a QR code • No app download or registration required • Unlimited devices and streaming of content • Works on 4G or through Wi-Fi • POS materials supplied free of charge • £29.99pm – cancel anytime
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EXCLUSIVE OFFER FOR NHBF MEMBERS ONLY
50% OFF first two months of your subscription! Use code NHBF50 when signing up at www.digi-mags.co.uk
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Offer ends 28/02/2021
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WELLBEING
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Look after you
Finding ways to handle stress will better equip us to face what’s ahead. Matthew Rudge, senior clinician at mental health support service Togetherall, shows us how.
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KEEP TALKING TO OTHERS
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ONE TASK AT A TIME
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REFRAME UNHELPFUL THOUGHTS
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LOOK AFTER YOUR BODY
Don’t try to do everything at once: take one job and work on it through to completion or to a good stopping place. Break down big problems into smaller components and tackle one of those components at a time.
Challenge negative beliefs. Instead of thinking ‘Is it always the case that I am stupid and I can’t solve problems?’ ask yourself ‘How w have I managed similar issues successfully in the past?’
Exercise can help to reduce stress, as can a healthy diet. Overindulging in chocolate, alcohol or other quick fixes will generally reduce our coping ability in the long run. Looking after ourselves increases our sense of safety security, safeety and nd sec e urity, which helps uss to recove recover ver more effectively from stress frrom o stres e s and an nd fortifies us for any struggles strugglees still to come.
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MAKE SPACE FOR NOTHING
If your mind races, learn the art of meditation to switch off. Ask yourself how useful it is to be focusing on your stresses right now and if you conclude that it’s not helping, put it aside and focus on what is outside of your head instead: what can you hear, see, smell, feel. If you can let go of worries, you’ll often find that you come back to them with a clearer mind and a fresh perspective on how to address them.
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TOP TAKEAWAY All of these tips are important for stress management, but if you keep talking to people you have more of a chance of finding the support you need than if you keep everything to yourself. Togetherall offers mental health support 24/7: togetherall.com Learn more about IAPT (England only) at bit.ly/nhs-iapt. In Wales, Scotland and Northern Ireland, mental health support can be accessed via local primary care services at bit.ly/Wales-primarycare, bit.ly/Scotland-primary-care and bit.ly/NI-primary-care Find out more about meditation at mindful.org
IMAGE: SHUTTERSTOCK
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MANAGING STRESS T HE CU T
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A DV E RT I S E M E N T F E AT U R E
Boost your presence Your Beauty Review is the new service review website dedicated to the hair and beauty industry. Founder Jo Merrick tells its story…
ince its launch in June 2020, Your Beauty Review has gone from strength to strength, embraced by both salons and their clients.
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What is it? The focus at Your Beauty Review is to put potential clients in touch with local salons or professionals quickly and easily. Clients search by service and location – and the site does the rest. We make it just as simple for clients to leave a review after their experience which, in turn, strengthens the salon or professional’s Your Beauty
Review profile and helps to gain further clients.
How much is it? At just £10* per salon per month for a standard business listing, Your Beauty Review makes boosting your online presence affordable. We understand that times are tough currently, so we’ll never tie you in to long contracts and there’s absolutely no obligation.
HOW IT STARTED When searching for local salons to transform her teenage daughter into a prom queen, Jo felt there was a lack of online resources that listed local hair and beauty professionals, with reviews, in one place. So the former IT business owner came up with Your Beauty Review. ‘In a world where our online presence is everything, where everyone checks reviews before buying, I felt there wasn’t a go-to website to source exactly what I needed, which meant hours of looking through profiles on social media to find a suitable salon. I mean, you wouldn’t book a hotel without first checking the reviews,’ says Jo.
What they say Hair and beauty professionalss have said the site is exactly what they’ve been looking for, r, while clients have reported e ed previous struggles to find d the businesses they needed and said they were excited to use the site going forward.
Where to sign up Join the rapidly growing g professional network at yourbeautyreview.com For more information, contact the team on 0333 358 3885.
* Please note, prices exclude VAT.
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MENOPAUSE T HE CU T
against mechanical or chemical damage to clients who are experiencing this. This needs to be handled sensitively with clients.
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HAIRDRESSING
Handle with care
Anabel Kingsley, brand president and consultant trichologist at Philip Kingsley, reveals the ageing effects to look out for and some top tips. t’s our mission at Philip Kingsley to help all women achieve the best head of hair possible, regardless of the ageing effects of menopause. Here’s what to keep an eye out for.
IMAGE: SHUTTERSTOCK
I
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drop, shortening the anagen phase. Hair follicles can become more sensitive to the male hormone dihydrotestosterone (DHT), which starts to shrink the follicle. Subsequently, each hair produced from the shrinking follicle is finer than the last.
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IF A CLIENT HAS A GENETIC PREDISPOSITION for hair
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THE BEST TREATMENTS for
loss they are more prone to hair thinning. The drop in oestrogen levels around menopause means they have a higher ratio of testosterone in their body, allowing it to have a stronger negative effect on the hair follicles. In women whose hair follicles are sensitive to DHT, hair thinning during menopause is often more pronounced.
menopausal hair thinning address the hormonal sensitivity in the hair follicles. This usually involves a combination of hair follicle stimulants such as minoxidil and methyl nicotinate, stress management (stress can raise androgen levels in the body) and scalp drops containing hormones.
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For further information, visit philipkingsley.co.uk and read more about hair loss on page 34.
THREE STAGES OF HAIR GROWTH
HAIR CAN LOSE VOLUME AND LENGTH
This is because menopause lowers oestrogen levels. Oestrogen is a hair-friendly hormone, helping to keep hair in its anagen (growth) phase for longer. During menopause, oestrogen levels
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HAIR CAN BREAK MORE EASILY
The new, fine hairs are naturally more fragile. Hairdressers should recommend products that can strengthen and protect hair
1. Anagen 3. Telogen (growth) 2. Catagen (intermediary (resting/ shedding phase) phase)
Return to anagen (growth)
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TH E CU T CH A R IT Y
DOES THE FUTURE LOOK Q HOW FOR THE CHARITY?
BEAUTY / HAIRDRESSING
Someone to lean on 14
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The Hair & Beauty Charity has been assisting professionals in need for more than 180 years. President Samantha Grocutt tells us about its valuable work in unprecedented times.
IS THE HAIR Q WHAT & BEAUTY CHARITY? We’ve been established in various forms since 1836 – we were initially called the Hairdressers’ Orphan Fund and more recently the Hairdressers’ Charity. We rebranded in 2019 as the Hair & Beauty Charity, but our ethos has remained the same: to help industry professionals who have fallen on hard times with financial support – regular
payments or one-off grants – to make their lives a little easier.
DO YOU DECIDE Q HOW WHO SHOULD BENEFIT? We consider professional qualifications, length of time in the industry and why you need help. From there, each case is discussed at our monthly committee meetings and a vote held on whether to progress or not.
Although we expected some of the new beneficiaries to be short term, we are already seeing the need to extend the support, especially to those working in the beauty industry, as there are so many more restrictions on their treatments. It’s a worrying time. It’s been wonderful to see the support the charity is getting from the industry, and we’ve been grateful to companies and people who have donated, but the crisis is still happening. We will continue to help our industry, as we have for more than 180 years. For anyone who needs the charity’s help, apply at hairandbeautycharity.org/ application. To fundraise or donate, visit hairandbeautycharity.org
Help is at hand Isolated parent starting from scratch A beauty therapist suffered three years of domestic abuse from her husband, during which time she wasn’t allowed to work or have a mobile phone. She became isolated from her family and friends. When her husband was finally arrested, after one of her children’s teachers alerted the authorities, he was jailed for 18 years. She has since become an advocate for domestic violence victims, tirelessly promoting the help and support available. Sadly, her marital home was repossessed, and she was facing bankruptcy. The charity now provides regular payments to this brave family to help them get back on their feet.
CHARITY FUNDS
LOCKDOWN SUPPORT
142%
£29,200 £241,OOO
The increase in requests for support as a result of Covid-19
The amount raised by the charity’s relief fund to date
The amount given by the charity to beneficiaries since January 2020 – up 72% year on year
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HAIRDRESSING
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INS PIRATI ON T HE CU T
ENGAGING EMPLOYEES
We would then read them all out and award members of staff. There are no prizes, but it feels nice to be recognised for your work. On a business strategy note, it’s helpful for certain staff to notice if their name is absent and question if they haven’t been super helpful recently.
GRAND GESTURES Mini break
From chocolate treats to mini breaks, Not Another Salon’s Sophia Hilton reveals how she inspires and incentivises her staff.
Support your staff We’re not psychologists, but as managers we’re probably one of the closest people to our workers that aren’t their parents or friends. So during the lockdowns, instead of a staff review, we had a ‘check-in’, via Zoom, to find out how they were doing and what they were up to.
At the end of the summer I treated my social media company to a long weekend in Athens. They had worked hard all the way through the first lockdown when the rest of my staff were furloughed, and I thought they were owed something.
SMALL GESTURES
Education
Treat time Nothing shows more that someone thought of you than a surprise chocolate bar. When I pop to the shop to get myself a drink, I’ll buy the whole salon drinks. If I get a chocolate bar, I’ll buy chocolate bars for everyone. It might be a Red Bull, or an unexpected pizza – I’ve definitely been doing a lot of it in the past 12 months.
I know not all salons can do this, but I gave £100 to each of my staff members to spend on online education during the second national lockdown in England. I felt that, as an online educator, I should be an advocate. So I tried to show that, while the situation was hard, there was a benefit of being employed and here’s how I’m supporting you.
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Sharing is caring
MENTORSHIP AND SECURITY
IMAGES: SHUTTERSTOCK / @NOTANOTHERSALON
Solid plans Seeing someone steering the ship is really important for employees, particularly in turbulent times. I balance making them aware of what’s happening with making them feel safe. For example, I had a Zoom meeting with my staff after the second national lockdown in England was announced and I told them what the strategy was. I had really thought about the questions they might ask and made sure I had the answers. If I didn’t have answers I said: ‘Fantastic question – I will write it down and get back to you.’
To make staff feel appreciated, I have a drawer in my office that’s full of little snacks like fruit, nuts and sweetie bars. They all know that if they’re having a hard day they can come into my office and take something.
Awards We’d come up with award categories like the kindest team member, the most helpful, the most creative. We would all write the nominees down and put the papers in a pot.
Read more about what Sophia’s learned from the pandemic and her top trend for 2021 on page 50.
"SEEING SOMEONE STEERING THE SHIP IS REALLY IMPORTANT FOR EMPLOYEES, PARTICULARLY IN TURBULENT TIMES
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S USTA INA B I L I TY T HE CU T
CERTIFICATION
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Forward thinkers hiinkers While Covid-19 has thrown up many i sustainability challenges, the pandemic has allowed hairdressers Blue Tit London to put its green commitments into practice.
WHAT: Blue Tit London became the first salon RECYCLING
Going greener With ever-changing Covid-19 PPE requirements comes an increase in single-use plastic. So how can salons and shops be more environmentally friendly, while ensuring the necessary precautions remain in place?
collective to achieve the highest standard of social and environmental performance in the UK and Europe with a B Corporation certification in March last year.
HOW: ‘This included looking at every aspect of the business, from our people to our suppliers, to meet the highest social sustainability and environmental performance standards,’ says director Matt Gebbie. ‘In many ways, the pandemic has given us more drive than ever before in our commitments to social and environmental responsibility.’
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WHY: Small changes can make a huge Long before Covid-19 struck, hair salon owner and NHBF hairdressing ambassador Anne Veck was on a journey to becoming as sustainable as possible. Keith Mellen, director at Anne Veck in Oxford, highlights the salon’s energysaving and eco-friendly measures in the wake of the pandemic: Biodegradable towels – ‘You only use one towel per client, so they’re really hygienic. The ones we use are made out of wood fibre. Our supplier, Easydry, checks the sourcing of the plant materials to ensure they’re sustainable and ethical.’ Gowns and capes – ‘We use biodegradable ones and, because it seems a shame to throw them away, we give them to the client if they want them. We encourage clients to bring them back to their next appointment, so we get at least two uses from each one.’
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Biodegradable masks – ‘We have a stock of masks that we can give to clients if they forget to bring their own. They are made from vegetable-based plastic, so you can put them in your composting bin.’ Recycled materials – ‘Colour foils are difficult to recycle because of the residue of chemicals on them after use, and most recycling companies, including local councils, won’t accept them. We use Green Salon Collective, which collects the foils, cleans them and then recycles the metal.’ Keith has further advice for salon owners in the form of a toolkit: Salon Re:Source. ‘It’s a step-by-step action plan to help make salons more sustainable,’ he says. Free to sign up, the toolkit comes in three stages – starting with simple changes. Find out more at bit.ly/SalonReSourceUK
difference. By using Italian haircare brand Oway’s 100% recyclable amber glass bottles for its 60,000+ yearly client base across 10 salons, Blue Tit London estimates that it prevents more than 8000 plastic bottles going into landfill.
THE NHBF’S VIEW We recognise that climate change is a real and imminent threat to the world and that we can be doing more to encourage sustainability. Thank you to our Members who are doing fantastic things to be environmentally conscious and thinking of the future.
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TH E BU SI N E S S SUCCESS IN 2021
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GEORGIN WORDS
R A WINTE
SGILL
times, how h g u o t e s e In th 2021 with t a k o lo e w can and not just optimism – rive? th survive, but
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SUCCESS IN 2021 T HE BU SI NESS
THE GOLDEN TRIO
GET THE BASICS RIGHT Enterprise Nation’s Emma Jones says that owners should focus on three key areas to maximise their chances of success.
SALES ‘Make sure those sales come in. Continue doing what you do well, but also look at how customers are changing and how you can adapt to that.’
FINANCE ‘Go through your finances, preferably with help from an accountant. Are your costs less than your sales? It’s basic, but it catches owners out all the time.’
PEOPLE ‘Keeping your team safe, motivated and happy is key to a successful business.’
ost salon and barbershop owners couldn’t wait to see the back of 2020. The NHBF’s State of Trade survey of Members in November last year found that 61% weren’t making a profit, while 62% couldn’t be sure their business will survive until the end of the financial year. Many owners have had to cut workers’ hours and, in some cases, jobs. They’ve had to pay for PPE, while others have made costly adjustments to their premises. Reducing the number of clients on site and lengthening appointments to allow for extra cleaning time has forced many businesses to open longer just to break even. But the new year is a time to be positive, make plans and focus on success – not just survival. After all, one positive thing about lockdown was discovering how much people missed their hairstylists, barbers and beauty therapists! We asked six experts for tips on how to make 2021 memorable for all the right reasons.
Secrets of success What does success look like? Emma Jones, founder of small business community Enterprise Nation, says: ‘A business isn’t a business unless it’s profitable, but it should also give you a sense of fulfilment, enabling you to pursue your passions and work on your own terms. ‘Success comes from hard work, having a strong support network and being in the right place at the right time with the right service. That involves things like observing what’s happening in the market and being alive to any changes in customers’ buying behaviour.’
Time for a remix Emma Jackson, founder of hair extension salon The Hair Alchemist in Harrogate, says that lockdown gave her time to rethink her business model, which she ‘rebuilt from scratch’. She explains: ‘We rebranded and offered new services. We built a bar and learnt cocktail mixing. We decided that keeping our business sustainable would be about adding value, not discounting. We raised our prices to cover PPE and cleaning costs, but clients receive free products and a styling appointment.’
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2021 AND BEYOND
LOOK TO THE FUTURE No one knows what 2021 holds, but Emma Jones says there are two things for which owners can prepare.
EXPECT MORE LOCAL BUSINESS ‘More people are working from home, which means that you may have a bigger market opened up to you.’
IMAGES: ALAMY
PACKAGED RETAIL PRODUCTS ‘If clients want salon retail products delivered to their home in a safe way, then look at how you can cater for that. For example, put a pamper package together that you can post to them.’
TOP TIP
EMMA JACKSON The Hair Alchemist’s Emma Jackson recommends staying out of price wars.
‘Set yourself apart from the competition and don’t compete on price. Undercutting your rivals is a race to the bottom. Our clients don’t want the cheapest service. They expect a high level of service, with extra safety measures, cleaning and client care.’
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T H E BU SIN E S S SUCCESS IN 2021
Emma’s bold vision paid off. When the salon reopened, its client base grew and its turnover increased. She’s even been able to hire more staff. Her advice for other owners this year? ‘Do something different. Don’t be afraid to try new things.’ Elliot Forbes, head barber at Mühle Treatment Space in London, used lockdown to create material for platforms such as TikTok. He says: ‘I was already an experienced social media user, but my following really grew once I had more time to make content. The 20 shaving videos I made got well over a million views.’ As well as promoting the salon, through social media Elliot has
" OPERATING IN A CITY IS HARD WHEN MOST OFFICE WORKERS ARE AT HOME. SHORTCUT ENABLES ANY TEAM TO OFFER CLIENTS HOME VISITS DURING DOWNTIMES gained a second income. He says: ‘As part of the TikTok Creator Fund [which rewards creators and attracts new talent], I get a daily fee. I also did my first sponsored post recently.’
Take up tech
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Hairstylist and barber Joe Mills, founder of Joe & Co and The Lounge Soho in London, responded to lockdown with an app called Shortcut. He explains: ‘Operating in a city is hard when most office workers are at home. Shortcut enables any team to offer clients home visits during downtimes. We’ve kept clients who might otherwise have gone local – and gained new clients who want a professional service at home.’ Several other owners have adopted a technological solution that they intend to make a permanent feature. They include Becky Woodhouse, founder of Pure Spa & Beauty.
‘We created digital consultation forms and a virtual reception,’ she says. ‘We’ll definitely retain those. We’ve also created videos that clients are really engaging with, so we’ll keep doing those too.’
Get sociable Keeping in contact with clients has never been so vital. If you have to go into lockdown, Emma Jones advises staying in touch with clients on Instagram, Facebook and/or Nextdoor. ‘Keep them informed and engaged, so they’ll return when you reopen,’ she urges. Simon Tuckwell agrees. He opened his Nottingham salon, Tuckwell & Co, 11 months before the pandemic. As well as an independent coffee bar, it offers lots of additional services, from meditation and reiki treatments to nutrition advice. He says: ‘These services, which also include massages, have really grown in popularity, as clients have been using social media more to interact with us since lockdown.’
Carry on scheming Some businesses have developed innovative promotions to boost sales. Becky set up ‘Treat Out to Help Out’, a nationwide scheme in which salons and spas offered discounts during September and October. Unlike the government’s Eat Out to Help Out scheme, it’s all self-funded.
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SUCCESS IN 2021 T HE BU SI NESS
For anyone facing another lockdown, Emma Jones recommends a ‘pay it forward’ scheme, which enables you to ask clients if they’d like to pay now for a future visit. Finally, remember that, while sales
are vital, they’re not the only measure of success. As Simon says: ‘My idea of success has changed. Now I see it as having a hardworking, loyal team – and a salon full of clients who’ll recommend us.’
TOP TIP
BECKY WOODHOUSE Pure Spa & Beauty’s Becky Woodhouse advises taking an occasional step back from the day-to-day grind to gain a new perspective.
‘It’s easy to miss problems when you’re in the middle of everything every day. For a few hours every month, try a networking group, engage a business coach or just have a good old moan to a friend!’
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NHBF SUPPORT In these turbulent times, our unrivalled knowledge, experience and expertise means that we’ve never been more essential to our Members. The NHBF campaigns on the key issues that affect you and your business. We’re continuing to lobby the government to make policies that protect the hair and beauty industry, while informing it about
the type of support that our sector really needs. Member benefits include a legal helpline; a tax, VAT and payroll helpline; a health and safety helpline; business advice from our membership team; a business coaching phone call every year; guides, fact sheets, templates, legal documents and more. For information, see nhbf.co.uk/benefits
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TH E BU SI N E S S N E W C L IE N TS
WORDS ANNA SCOTT
Salon owners may have lost existing clients following lockdown, or regulars may be looking for different services. How can they ensure their services appeal to regular and new client groups?
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TURN
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any of Sam Marshall’s clients at The Beauty Guru in Manchester haven’t returned since lockdown. ‘The ones who live far away will have definitely found local alternatives,’ she says. ‘I believe a lot of clients may be limiting what they have – such as no gel nails – because they have got used to not having them for so long.’ This is a familiar story in other salons. Hellen Ward, managing director of Richard Ward Hair & Metrospa in Chelsea, London, and NHBF ambassador, says: ‘Lots of cities are feeling the pinch from a lack of tourists and not every city centre salon has a residential clientele.’ Inanch and Joe Emir, co-founders of Inanch London in the West End, have begun focusing their efforts on hair extensions, hair loss and hair replacement systems since lockdown. ‘We are seeing fewer regular blow-dries or styling for occasions,’ they say. ‘Those that would visit us for these services are still coming in but are focusing on bigger services, such as balayage.’
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NEW CLIENTS THE BU SI NESS
Ringing in the new
" ASKING PEOPLE WHAT SERVICES
Lockdown raised the profile of the industry as ‘providing an essential service for most of the population’, says Sharon Brigden, managing director of communications agency SLBPR. ‘We need to ensure we are shouting about this to existing clientele and to attract new customers.’ While there’s no ‘one size fits all’ for each client group, some characteristics are worth looking out for. For example, some clients are committed to cruelty-free, vegan products, and vulnerable people may still be wary of visiting a salon due to Covid-19, she explains. Inanch London was one of the first salons in the capital to become Covid-secure, installing glass partitions and extra hygiene standards. ‘We launched numerous home haircare kits, catering to a variety of hair concerns, and our hair extension removal kits have proved particularly popular,’ say Inanch and Joe. Keeping existing clients is still important. ‘Now is the time to really analyse your customer base and ensure you are covering their wishlist,’ says Hellen. ‘Asking people what services they would have if you offered them and changing up your offering is key.’
IMAGES: ISTOCK
THEY WOULD HAVE IF YOU OFFERED THEM AND CHANGING UP YOUR OFFERING IS KEY
TOP TIPS
BROADEN YOUR CLIENT BASE Sharon: Make sure your local community knows about you, especially as people are looking for ‘hyperlocal’ services now. Join local community Facebook pages, try traditional lea leafleting and offer incentives. Inanch and Joe: Think about the services people might need, and what is unique to your salon. For example, times of stress can highlight hair loss and we have had a lot of nterest in our hair replacement system. interest Greygory: Don’t gender your services or prices. Avoid making assumptions about a client throughout the process, from taking bookings to the finishing touches. Review your physical environment – do you have a range of images that will appeal to a range of clients? Give non-judgemental options and listen to their response.
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Hellen: Examine what your existing, loyal customers want, and consider what incentives might encourage them to visit more often. Be willing to adapt and amend your business. Sam: Ensure your social media accounts are inclusive – showing images of BAME and older models, for example, and showing that you welcome all types of religion, race, gender expression and age. But this needs to fit your brand – don’t market to disabled people if you can’t offer disabled access, for example. For more tips on cutting out inequality, visit bit.ly/equality-at-barbershops
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TH E BU SI N E S S N E W C L IE N TS
Cultural change
FAST FACTS
GOING LOCAL
93% of consumers went online in search of a local business in 2020, with more than a third looking every day
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87% of consumers read online reviews for businesses in their area in 2020, up from 81% in 2019
But it goes further than offering new services. ‘People tell us that Open Barbers is an affirming experience, not just a haircut,’ says Greygory Vass, director of this not-for-profit salon for people of all genders and sexualities in Hoxton, London. Salons must be ‘willing to embrace some level of cultural change, both internally and externally. Shifts in client reach don’t happen overnight, as it takes time and commitment to build trust, for reputations to develop and for recommendations to flow.’ He adds: ‘It’s tempting to start with images, designs and aesthetics to grab the attention of a new clientele, and this is important, but it needs to be backed up by a confidence in how those clients will be treated.’ Staff may need training in dealing sensitively with transgender and non-binary clients, says Sharon – asking for preferred pronouns and considering issues such as trans women presenting with hair loss. Sam agrees: ‘Think about what you can’t offer and why and invest in training to become more inclusive. Also, for barbers in particular, make women who have a barbering haircut feel welcome.’
48%
These practices don’t just apply to transgender and non-binary clients – it’s about ‘making a salon or shop welcoming to everyone’.
Power marketing Sam does not target new client demographics, but uses inclusive marketing and language to attract them. ‘As a skin specialist, I also want to gain a better understanding of treating BAME skin types, so I will be learning through research.’ Social media, working with other companies and asking for referrals from family and friends will tie all these strands together to demonstrate what your salon can offer. Sharon says: ‘Use Instagram for your beautiful shop window, showing the work you do. Use Facebook to talk to the community, showing how you are involved in your local neighbourhood, and you can go into more depth about products and hair advice so people feel connected to you.’ Hellen agrees: ‘There should be a good, diverse offering featuring all elements of the salon – the team, the products, the services and of course an element of showcasing the work.’ She also advocates partnering with local businesses to offer reciprocal discounts and incentives. ‘With so many businesses suffering, this is a tangible way of buddying up.’ It is measures such as these that will strengthen the business and the offering available in an industry that everyone has realised they cannot do without.
Only 48% of people would consider using a company with a rating of less than 4 stars
96% of people who read online reviews also read businesses’ responses to those reviews, with 40% saying they ‘always’ read the responses
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09/12/2020 15:37
TH E BU SI N E S S F IN A N C IA L A DVIC E
T
he industry is in dire straits, says Victoria Brownlie, NHBF policy director. ‘We’ve been treated flippantly by government. This sector contributes £8bn to the economy – and there will be a gaping hole if it isn’t supported more.’ As the second lockdown in England was enforced in November, Victoria wrote to the chancellor, calling for additional financial support for salons and barbershops – including a temporary reduction in VAT to 5%, extending eviction protection for businesses and extending the 100% business rate relief scheme
ADVICE
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REDUCING STAFF HOURS Laura Chalkley, head of team for the NHBF legal helpline, says... TEMPORARY CHANGES TO WORKING HOURS If you’re using an up-to-date NHBF employment contract, there’s a clause regarding lay-off or short-term working arrangements that can be applied. If not, you’ll need written agreements from staff, as their normal terms and conditions are being varied. PERMANENT REDUCTIONS For more lasting changes, you’ll need a clear business rationale. We know that some salons are shutting multiple sites, but it isn’t as simple as making everyone redundant. You may need to consider a wider pooling exercise to ensure fairness. REDUNDANCIES It’s crucial to obtain appropriate advice. A fair selection process must be followed. Otherwise, you may face claims for unfair dismissal and discrimination. Log into ‘My NHBF’ for the legal helpline number.
for non-essential small businesses. She adds: ‘Our latest member survey showed that 38% in beauty weren’t earning enough to cover their overheads. I’d love to paint a rosier picture, but it’s bleak.’ Victoria welcomes the extension to the period by which Bounce Back loans can be repaid from six years to 10, but she notes: ‘People borrowed to batten down the hatches and keep their businesses going. They can’t keep taking on debt.’
Cost to employers Since salon and shop owners have been forced to shut their doors for a second time, further borrowing is likely to be inevitable for some. In addition, financial support available may cause further confusion across the industry. It is currently different across the four nations – apart from the Job Retention (furlough) Scheme being extended in each nation, and the Job Support Scheme now postponed until furlough ends on 31 March.
COUNTING THE COST Covid-19 has affected the whole industry and its financial impact is jeopardising businesses. How can Members keep their heads above water in 2021? WORDS STEVE SMETHURST
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F INA NCIA L A DV ICE T HE BU SI NESS
‘We are also all too aware that furloughing staff, while welcome, does not save a business,’ adds Victoria. ‘Financial commitments such as invoices, rent, PAYE, pensions, insurance, utilities and loans remain ever present. With repeated closures likely while the R rate [of infection] remains so erratic, businesses in our sector are hugely anxious about how they will meet such commitments without the ability to generate funds, and potentially no safety buffer of surplus or savings to fall back on this time around. ‘Our immediate concern is that funding from central government for local councils to allocate to businesses affected by lockdowns be distributed urgently.’ Victoria adds: ‘We were a very viable industry pre-Covid, but we need targeted funding to endure this.’ ‘The NHBF is absolutely aware of the desperate situation facing many people. It may not feel like it, but we are getting wins from government. Before the second lockdown, governments from the four nations had committed to some form of grants for BALANCING BUDGETS businesses forced to close, as well as hardship grants Effective cashflow for those affected by management will be crucial, reduced footfall – even says accountant Ria-Jaine Lincoln, if they weren’t forced to who specialises in the hair and close themselves. We will beauty sector. be pushing for these to ‘People often recommend a cashflow be reinstated.’ projection for six months, but I’d suggest 18 Victoria acknowledges months at least,’ she says. ‘Budget in all the that ‘there’s more hard available support and plot when that money work for us to do – we’re will be available and how long it’ll last. not stopping. We know our ‘It’s also worth considering the VAT sector has so much to offer threshold, as some businesses may struggle if given the opportunity to to stay above it. If you’re thinking of get through this.’ deregistering, speak to an accountant,
IMAGE: GETTY
as there are several factors to consider.’ For sector-specific advice on any of the above points, visit the NHBF’s coronavirus hub at nhbf.co.uk/coronavirus
Read about the latest financial support for UK salons and shops at nhbf.co.uk/ financial-support
5 MONEYSAVING TIPS
1
RENEGOTIATE YOUR RENT This can be an effective cashflow booster. Some landlords may offer payment holidays – but remember that the money must be paid at some point.
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2
ACCOUNTANCY FEES CAN ALSO BE NEGOTIABLE, but this depends on the standard of service you need. If you pay cheap, you may pay twice. Consider taking a book-keeping course to reduce your fees.
3 4 5
FIND A BANK ACCOUNT WITH NO MONTHLY FEES. They do exist, but you may need to shop around.
DISCUSS BULK DISCOUNTS WITH SUPPLIERS and sign up for newsletters to receive special offers. UPSELL TO YOUR EXISTING CLIENTS Some salons are offering discounts, but this shouldn’t be the priority at this time. Make the most of your core clientele. For more tips, visit nhbf.co.uk/ back-to-business-work-smarter
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TH E BUSI BU SI N ES E S S CL C L IEE N T J O U R N E Y
28 2 8
T T O O O F O F T T H H G I D G I R D R R FORRW R A A W FO y has e n r u ent jo some i l c e h h ear, t d. But wit ve y a than change ll lea i s t s s e l n In ically g, you ca e. t a m dra inkin nting mor h t r e clev hem wa t LER HA RIG WORD
S S N ATA
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CLIENT JOURNEY THE BU SI NESS
A
ll businesses have been forced to make adjustments in the wake of Covid-19, but the hair and beauty sector has faced some of the toughest changes. The industry relies on personal interaction and physical contact, making clients’ experiences suddenly unfamiliar. With staff in PPE, extra cleaning routines and the banishing of ‘little touches’ such as magazines, adapting is vital. Hair and beauty mentor Hollie Power, from Salonology, says: ‘It’s our job to make people feel good and special. Now more than ever, clients need to be made to feel really safe and welcome so they keep coming back.’
IMAGES: ISTOCK / SHUTTERSTOCK
From the start The journey begins when a client books an appointment. If online booking is available, this is a great opportunity to communicate the new changes. Hollie says: ‘If you tell clients everything they need to know upfront, they will arrive in the least anxious way possible. ‘Educate them about the things they may not be sure of – how do they get in, will they have to wait outside or will they be allowed to sit in reception? ‘Don’t get angry if they walk in the wrong way or forget to pull their mask up, as it can really make a difference to the experience.’ With masks and visors now compulsory in UK salons and barbershops, the risk of client communication grinding to a halt is high.
ON THE NOSE Sense of smell is the strongest of the five senses and the one most linked to memory and emotion.
75% of all emotions are generated by scent
40% There is a 40% improvement in mood after being exposed to pleasant scents
100 We are 100 times more likely to remember something we smell over something we see, hear or touch
Rose Pilich, from Reflection Skin & Beauty Clinic in Emsworth, West Sussex, makes her eyes do the talking: ‘I speak really clearly,’ she says. ‘I then squint and lift my eyebrows up to make clients see I’m smiling. If we’re having a serious discussion, I frown to show I’m concentrating.’
Sweet scents Rose has also installed an aroma diffuser by her front door to calm clients as they arrive. Hollie says: ‘There are five elements clients will experience when stepping into a salon – what they see, hear, smell, consume and how they feel. They are currently limited in what they can consume and what they see has changed. ‘The ornaments and the soft furnishings have gone, so we have to push other areas. Play calming music and take them on a journey using beautiful scents.’ When highlighting testing and contact tracing requirements to clients, a gentle tone of voice is key. Hollie adds: ‘Make sure everything is clear and softened. It shouldn’t be “Sanitise your hands!” but “Please sanitise your hands to keep us all happy and healthy.” Asking clients to follow the rules doesn’t have to be an aggressive process. ‘The more barriers that are put in front of clients, the less chance of them coming back and spending money.’
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Looking forward The dramatic changes to the client journey could never have been predicted and no one knows when – or even if – things will return to ‘normal’. Most salons and barber shops are currently cashless, meaning tips are down, but Hollie is thinking positively. On her predictions for the next decade, she says: ‘I think the biggest shift is that
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TH E BU SI N E S S C L IE N T J O U R N E Y
everyone will move to running a salon digitally, from booking systems to the consultation to the aftercare. ‘I just hope we still retain that hands-on personal experience, because it is the best part of what the industry does.’
Comfort is key
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Winner of the NHBF’s Best Client Experience Award two years in a row, Melissa Timperley is a pro when it comes to perfecting the client journey. At her Manchester salon, she now allows one hour for cutting to thoroughly clean between clients. Consultations must be pre-arranged and she tends to bolt them on to the start of the main appointment. In an effort to hang on to those ‘little touches’, Melissa offers head massages, chocolates to take away and has even printed her salon’s name on water cups. Melissa says: ‘Hairdressing is one of the few things that you can’t buy online, so the personal touch is very important – even with all the guidelines. We are just trying to make things as comfortable as we can for everyone. ‘We’ve been with our clients through different milestones of their lives, such as marriage and the birth of their first child. We are showing them that Covid is another milestone we’re going through together.’
Clients take the lead HOLLIE’S
TOP TIPS Use seasonal scents to mask the smell of cleaning fluids Walk through your salon as a ‘client’ once a week, focusing on how you feel and how easy it is to navigate the changes Remember to remain gentle and cheerful when explaining the rules
Stefan Avanzato, from Avanzato Grooming Lounge in London’s Mayfair, prides his business on having a real ‘family feel’. The master barber says: ‘Clients need to be able to remember you for the right reasons. ‘If the service and level of customer care is high, they will always come back. Anyone who walks into my business becomes like family – part of the Avanzato family.’ But he adds: ‘Clients are used to giving us hugs and handshakes when they arrive. Some people still want to do that, which is hard as we don’t want to come across as rude. ‘I just make it light-hearted and offer an elbow touch instead.’ He adds: ‘If clients are nervous, I reassure them we can go at their own pace. It is important to let the client take the lead.’
NHBF RESOURCES The Client experience guide can be found at nhbf.co.uk/client-experience-guide For more on getting back to business despite restrictions, visit nhbf.co.uk/back-to-businessclient-experience To read a blog on the importance of client consultations, go to nhbf.co.uk/client-consultation Members can get a 10% discount on the PPL portion of their music licence. Call 01234 831965 for details.
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TIME MANAGEMENT T HE BU SI NESS
WORDS PETER CRUSH
You’re not alone if you feel that there simply aren’t enough hours in the day. Here’s some time management advice that’s well worth a couple of your precious minutes.
BEAT THE
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D
ominic Levi, owner of Lordsman Male Grooming in Royston, already had precious little time to spare before the pandemic. Today, the ever-changing Covid-19 rules mean that he’s not only repeatedly checking for updates; he’s also ordering PPE, checking cleanliness standards and dealing with the contact tracing system. It’s all adding up. ‘Fifteen minutes’ cleaning between cuts loses us two to three hours daily,’ he says. ‘Takings
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TH E BU SI N E S S TIME MANAGEMENT
DOS AND DON’TS
TIME MANAGEMENT DO DECIDE WHAT MATTERS Distinguish between activities that help you earn a living and those that are less critical.
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DO TRY TO AVOID DISTRACTIONS We are reactionary by nature, so can easily be diverted. DO MAKE IT SNAPPY Meetings don’t have to be long-winded. Keep them short and sharp. Virtual catch-ups can help with this and save on travel time. DON’T ASSUME THAT ONLY YOU CAN DO IT ALL As an owner, you might still enjoy creating window displays, but is there someone in the team who may be better at this? This would allow you to focus on other ways to help your business grow. DON’T PROCRASTINATE The crucial job you should have done last week will catch up with you and probably take twice as long to resolve. DON’T PANIC There are plenty of guidance resources online – from time management courses to advice on handling stress. NHBF Members can have a free 15-minute phone call with a business coach who can help. Visit nhbf.co.uk/ business-coaching
have dropped by more than 30%, but the task of staying Covid-compliant sabotages any time planned for other essentials. The only way I’m coping is by working longer hours and doing admin after we’ve shut.’
Plots and plans ‘Time management is more important than ever, but it’s a skill that many lack,’ says Carolyn Sweeney, business coach and owner of Creations Hair & Beauty in Chichester. ‘Not getting on top of it can cause considerable anxiety.’ Simply saving undone tasks till the end of the day is unsustainable, she argues. ‘If you’re struggling, you might think that any time spent planning your day is time lost. But it isn’t. Planning will save you time, because you’ll be prioritising and working on the business, not in it.’ To ensure that important work isn’t deferred for the sake of convenience, Carolyn apportions her tasks into four categories: ‘Planning time, team time, financial time and my time. It’s all about doing the right things rather than everything,’ she says. Salon coach Jessica Crane believes that owners should ‘plot out a schedule and then prioritise tasks that actually advance the business. Even then, you still need a plan. Time spent on marketing, for instance, is important, but can easily be wasted in the absence of a strategy. Time spent working reactively is just doing things willy-nilly.’
No excuses To those who protest that they don’t have enough time, Liz McKeon, salon business expert, coach and trainer, has a concise retort: ‘There’s no such
thing as “not enough time” – simply not enough discipline.’ Liz believes that too many entrepreneurs let themselves get dragged into inessential work. ‘Spending a few minutes each day setting A-, B-, C- and D-level activities is crucial,’ she says. ‘The As are absolutes – there are serious consequences if they aren’t completed. The Bs are important but they don't have to be done today. The Cs are things that need to be done but not before the As and Bs. The Ds are “delegate” jobs – if you calculate what they cost you in hours, you’ll find it’s cheaper to have someone else do them.’ Owners under time pressure simply have to find new solutions, says Angie Townsend, director of Haslemere-based salon Eden Hair & Beauty. ‘We call it survival by adaptation,’ she explains. ‘We’ve split our staff into two teams to eliminate time lost through self-isolation. We’ve also recruited people to help with cleaning, leaving our stylists free to earn their fees.’ Angie continues: ‘Because we’ve seen
"
I’M ACTUALLY BOOKING OUT MORE TIME PER APPOINTMENT. IT MEANS I CAN’T OFFER AS MANY IN A DAY BUT IT’S A MUCH MORE RELAXED ENVIRONMENT IN THE SALON
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TIME MANAGEMENT T HE BU SI NESS
a new customer type – we’re serving former commuters who had their hair cut near their workplaces – my time is shifting to marketing and client retention. Although we have more meetings, we save time because I ensure STAY SMART that people know what Seƫng ‘SMART’ goals can they’re doing. We probably help with Ɵme management: communicate better than we did before Covid.’ S SPECIFIC Another positive, she M MEASURABLE says, is that her clients book through an app that A ATTAINABLE takes their contact details. R RELEVANT This saves the business lots T TIME-BOUND of admin time.
IMAGES: ISTOCK
Structure your day Elliot Coxon, co-owner of JG Barbers in Beeston, reports that online booking ‘certainly makes us more streamlined. Before Covid, we had overcapacity and kept people waiting in queues. Now, although being appointment-only limits customer numbers and we lose two hours daily to cleaning, if I see I have a time slot, I use it for managing the business. My booking software actually gives me structure.’ The use of technology can offer clarity too, suggests Helen Devenney, onboarding experience specialist at Phorest. ‘Having a much better visual of daily operations will work in both owner and staff’s favour,’ she says. ‘It’s ensuring [your team is] paid correctly and their wellbeing is cared for, with breaks and time off. It’s also a given to have a detailed account of your team’s movements with Covid, making sure
your clients, your team and yourself are protected.’ The key to successful time management, according to Liz, is to be more ruthless. ‘There should be no time that isn’t scheduled,’ she says. But for hairstylist and director of Hairshark Anders Rusden, sometimes quality takes precedence over quantity. ‘I’m actually booking out more time per appointment,’ he explains. ‘It means I can’t offer as many in a day but it’s a much more relaxed environment in the salon. ‘Spending time sanitising tools and areas makes me feel I am providing a better service. And booking clients in for more time doesn’t mean I’m turning people away, it simply means they will make an appointment for a different day,’ Anders adds. Salon guru Nergish Wadia-Austin, who has just launched the PHAB Service Stars platform, agrees on the importance of prioritising. ‘It’s about establishing what matters. Say 60% of your regulars have stopped coming because they have safety concerns. I’d argue that you’d need to spend 60% of your time on persuading them to return,’ she says. Nergish concludes: ‘The owner must set the standards. But, once you’ve done that, others should follow these through. This will free you up to run your business.’
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TH E B USI N ES S H A IR LO S S
WORDS KATHY OXTOBY
Providing wigs, weaves, extensions and other treatments to manage hair loss can be lucrative, but it’s also a chance to transform lives.
GROWING IN 34
W
il Fleeson is reflecting on the feelings of the many people who, devastated by hair loss, have sought his help. The owner of Glasgowbased salon business Rainbow Room International says: ‘A client once told me: “You don’t understand how valuable your hair is until it’s gone.”’ Darren Stuart, owner of Tribeca Hair Design in East Boldon, Tyne and Wear, agrees that the psychological impact can be ‘massive’. A trustee and lead educator at My New Hair, the medical hair-loss charity founded by Trevor Sorbie, Darren adds: ‘When people lose their hair, they can lose their selfesteem.’ Indeed, the stress caused by hair loss can even lead to mental health conditions such as anxiety disorders and depression. Hair loss is common. It affects about half of all men by the age of 50, according to the NHS, while a study
commissioned by trichologist Philip Kingsley indicates that 20% of women aged over 25 in the UK experience some form of the condition. Certain types of hair loss are permanent – for instance, femalepattern baldness, which is usually inherited. Others, such as hair loss after pregnancy and from the autoimmune condition alopecia areata, are temporary. Common causes include vitamin deficiencies, hormone disorders – such as hypothyroidism – the menopause, stress and major trauma, and certain medications, such as the contraceptive pill and chemotherapies.
A deeply personal mission Some salon owners have been inspired to provide tailored services by their own struggles with hair loss. They include Simone Thomas, who lost her hair during cancer treatment in her early 20s. Drawing on that experience, she set up Simone Thomas Hair Salon and Hair Loss
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HA IR LOS S THE BU SI NESS
CASE STUDY
LEARNING TO LOSE
IMAGES: ISTOCK
Karoliina Saunders owns a salon in Highworth, Wiltshire, but her professional talents are known around the globe. In 2019, after nearly 30 years of living and breathing hairdressing, the former model discovered that she had alopecia. The realisation ‘broke me’, she admits. ‘There were some dark moments where I felt desperate – I’d lost not just my hair but my self too.’ Karoliina shaved off what hair
was left before telling her 3000 Instagram followers. Messages of support flooded in from all parts of the world. Describing herself as ‘bald, bold and proud’, Karoliina is on a mission to help anyone facing a similar experience. ‘When we notice a client’s hair is thinning, we ask about their general wellbeing and then suggest a natural product that we retail. If we feel concerned, we’ll advise them to see a trichologist. We take great care to be sensitive about this.’
Clinic in Bournemouth. Simone stresses that dedicating a private space on the premises for hair-loss services is vital, given the condition’s sensitive nature. Anyone thinking about offering such services must understand the extra demands on those providing them, she adds. ‘This is not typical work – it requires flexibility. For instance, you may have to devote extra time to clients who break down in tears. And prepare yourself mentally to go with them on their “journey”.’ The loss of his own hair at 21 prompted salon owner Stuart Mundy to start Neu Hair 4 Men. His business, based in Park Gate, Hampshire, provides bespoke hairreplacement systems using human hair. He has developed these products, which are attached permanently, ‘for different lifestyles and body chemistries’, such as a tendency to perspire heavily from the scalp. Stuart, who’s worn one himself for years, says he knows ‘how vulnerable clients can feel’. Darren was inspired into action on finding that a relative had been directed to an NHS wig shop after
TAILORED TREATMENTS
1
For those seeking solutions for their hair loss, a chat with a trusted hair professional is often the first step, according to Nick Plunkett, managing director of TrichoCare, a provider of trichology qualifications.
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2
Basic cosmetic solutions include concealment treatments such as sprays that thicken the hair shaft, says Nick. ‘These can work immediately and prove very effective.’
3
Wil from Rainbow Room International says tape extensions are a popular option for making hair look fuller, while weaves are good for creating density.
4
Many salons work with wig manufacturers to support clients, including chemotherapy patients, facing severe hair loss. Wigs can be cut and styled to suit the individual.
5
Clients who are ill can also use tailored services that include the provision of growth treatments and supplements, along with guidance on lifestyle changes.
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TH E B USI N ES S H A IR LO S S
FAST FACTS
DIFFERENT EXPERIENCES
HALF
20%
70%
Hair loss affects about half of men by the age of 50
of women aged over 25 in the UK experience some form of the condition
of women over the age of 70 experience female-pattern baldness
TOP TIPS
WHAT TO CONSIDER BEFORE OFFERING HAIR-LOSS SERVICES
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EDUCATION This should be appropriate to the level of service you’re giving. Your role may be as simple as directing clients to the nearest pharmacist or a trusted trichologist. If you want to offer something more comprehensive, you’ll need the appropriate qualification first. Trading Standards might get involved if you don’t. REPUTATION A successful service can enhance your reputation, but getting it wrong can quickly destroy years of goodwill. NETWORK It’s important to establish good relationships with third parties such as community pharmacists, trichologists and GP practice nurses. PRODUCTS These come in four categories: cosmetic, concealing the effects of hair loss; surgical, correcting its appearance; medical (clinically proven), treating specific conditions; and complementary, claiming to aid hair growth. You need to know the pros and cons of each.
being diagnosed with leukaemia. He tailored a wig for them, the word spread and local hospitals started recommending him. He now provides bespoke and ready-made wigs across north-east England. Offering hair-loss services requires more than technical skill, Darren stresses. ‘It’s not something you’d jump into on qualifying. You’ll need life experience to support, say, a 60-year-old cancer patient.’ The demands may be high, but so is the potential for job satisfaction. As Stuart says: ‘It’s one of the most rewarding things a hairdresser can do. You are giving someone back their hair and their confidence.’
NHBF RESOURCES NHBF blog posts about the provision of hair-loss services: nhbf.co.uk/hair-loss-salons nhbf.co.uk/hair-loss-barbers
Nick Plunkett, managing director, TrichoCare
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M ERCHA NDIS E T HE BU SI NESS
WORDS HELEN BIRD
MIX AND
As Covid-19’s threat to the sector persists, we find out how salons and shops are aiming to future-proof their brands through their own product lines and ‘merch’.
MERCH
W
hen make-up retailer Glossier posted a photo of veteran fashion icon Iris Apfel wearing its branded hoodie on Instagram in May, the ‘likes’ count exceeded 150,000 – sending the waiting list for the garment through the roof. It was a sign that the age of beauty ‘merch’ had well and truly arrived. But could your average salon or barbershop pull this sort of thing off too? There’s no real reason why not, says Lou Ellerton, director at marketing consultancy Kantar. ‘Fundamentally, there’s no minimum size needed when it comes to offering your own product lines or merchandise,’ she argues. ‘The two key questions to consider are: do you have a strong position in your customers’ minds, so that they see you as an expert? And is your customer base wide enough to make it feasible for you to sell in worthwhile volumes?’ But surely you need to have built a widely recognised brand first? Not if you go about it in the right way, according to Lou. ‘It isn’t a question of how well known your brand is. It’s more about
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TH E BU SI N E S S M E R C H A N D IS E
KY WILSON OWNER OF THE SOCIAL
‘Whatever you’re doing, you must truly believe in it. Don’t just jump on the bandwagon – people would see through that. Authenticity is key.’
LOU ELLERTON DIRECTOR AT MARKETING CONSULTANCY KANTAR
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‘Now’s a great time to boost your digital presence. Clients expect to find information on all of your offerings and, ideally, be able to purchase any of these online.’ RICHARD WALLACE OWNER OF RICHARD WALLACE HAIR
‘Retail remains an important factor. If you’ve already got a strong brand with you, invest in that. You have to give it attention.’
how robust your position is with your existing clients,’ she says, adding: ‘A smaller range of carefully selected items is a much stronger offering than doing everything.’
Keep it simple It’s a strategy that’s worked for Ky Wilson, owner of The Social, a business with salons in London and Kendal. His small range of merch includes a sloganed T-shirt and a tote bag, while his self-designed ‘clipper necklace’ has become something of a cult item. ‘We upcycled some old clippers to give them a new use,’ he explains. ‘We do small batches [including a limited edition bundled with 50 sets of BaByliss cordless clippers in 2018 ]. After seeing a video I posted recently, a few people asked me if they could get hold of one, so we will make another batch.’ This sort of focused approach should also work if you’re developing your own hair and beauty products. So says barber Sam Wall at Hidden Heights Creative Studio in Gateshead, who came up with his Let’s ’Ave It range, which now has 11 products, after noticing a missed opportunity during a TV interview. ‘I thought: “How good would it have looked if I’d had my own products on display in the background?”’ he says. ‘I’d been working with American Crew for years, so I just took the plunge. Before I knew it, I’d created the range.’ While developing a product range can be an exciting way to diversify your business in difficult times, it can be hard to compete against the established brands, suggests hair industry educator Richard Wallace, who owns Richard Wallace Hair in Solihull. ‘There have been dozens of new brands launch in men’s hairdressing over recent years as male grooming has exploded – but I’m not sure all have been a success. Product development is complex; there are many hoops to jump through with compliance and so on.’
SAM WALL SA BARBER AT HIDDEN HEIGHTS CREATIVE STUDIO
‘Just go for it. I never regret taking a risk. Whatever happens, there’s always a lesson to learn.’ Salonfocus spoke to Sam before he tragically passed away at the end of last year. We believe that he would have wanted this arƟcle to run as he was passionate about the industry, barbering and his hugely successful brand. Our thoughts are with his family, friends and colleagues.
Safety first Sam was able to consult trusted experts in product development, but is the process too risky for those without such good contacts? Not at all, according to Caroline Rainsford, head of scientific and environmental services at the Cosmetic, Toiletry and Perfumery Association (CTPA). That said, there are clear steps that need to be followed. ‘The CTPA’s advice to those looking to make their own cosmetics is to do your research to understand all the
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M ERCHA NDIS E T HE BU SI NESS
legal requirements beforehand,’ she stresses. ‘Know the law, obtain help from experts and have a detailed product development plan. Don’t risk your reputation with unsafe or underperforming goods.’ Caroline explains that the creation of cosmetics is governed by the EU Cosmetic Products Regulation. Although there’ll be a separate law for the UK from 2021, ‘its obligations will be very similar’, she predicts. The legislation stipulates what may or may not be added to a product and specifies what needs to be labelled, Caroline adds. An information file must also be compiled for each product. This will contain data such as the results of product testing and a safety assessment by a qualified scientist.
Finding a niche Of course, knowing which goods to develop also requires effective market research. ‘Finding your niche is the challenge,’ Richard says. ‘It’s a saturated market, so you’ll need something special. We say to the product suppliers knocking on our door: does the world really need another shampoo?’ Perhaps it does, Ky might argue. For his latest venture he’s joined Louise King, a fellow salon owner and a long-time devotee of herbalism, to launch a range of 100% natural hair products. Clients can actually make these themselves from foraged ingredients. Louise says: ‘Every time I make a product, I ask myself: does it benefit the hair, the scalp, the mind, the body and curly girls? I’ve realised that this is what
people want – and we have to keep up with the times. Only when I’ve ticked all five boxes will I release a product.’ Richard believes that hair and beauty businesses should focus on their ‘core services’ while emerging from the pandemic, rather than trying to diversify. He suggests that investing in larger premises to increase capacity could be a wiser move, for instance, but Kantar’s Lou Ellerton is convinced that it’s time to branch out. ‘As long as you can’t predict when another lockdown might affect your business, focusing on core services is a higher-risk strategy than it has been at any point before 2020,’ she argues. ‘It’s definitely worthwhile considering where you can expand your offering to spread the risk.’
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FURTHER INFORMATION For guidance on developing hair and beauty products, visit ctpa.org.uk/resources
MINTEL’S UK
BEAUTY ONLINE MARKET REPORT
IMAGES: ISTOCK
£1.9BN 67% Online sales of beauty/grooming products will rise by 24% to £1.9bn in 2020
Over two-thirds of online beauty and personal care shoppers say online services give them access to brands not sold in shops
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TH E I N SPI R AT ION MOOD BOARD BARBERS
IS IT INSTA GRAM MABLE? 40
@bennybarber Exeter
@the_barbery Twickenham
We celebrate your latest afro, textured and curly hair creations and the nails making a statement this winter. 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.
@beattiesbarbers South Wales
@tuckercuts London
@f4fade London
@slidercuts London
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MOOD BOARD THE I NSPI RAT I O N HAIRDRESSING
NAILS
@charlottemensah London
@hairforce1 Romford
@nails_by_nicoleuk Hemel Hempstead
@badapplehair Wolverhampton
@unrulycurls London
@nafsalon Glasgow
@beautysplendour Glasgow
@freedomedgebham Birmingham
@paintedbyjools_ London
@chopchopldn London
@hazelandhaydn Birmingham
@yo_keshh 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.
GIVI GIVING BACK 42
IMAGES: GETTY / SHUTTERSTOCK / FUDGE HAIRCARE
LONG AND WAVY
2021 COLOURS 202 Colo r institute Pantone Colou hed its spring/ p has publis described summer 2021 colour palette, which has been The time’. spring in ns garde of o hues reflective as ‘floral ‘Marigold’ colours include ‘Pickled Pepper’ (green), 10 co the array of (oran e) and ‘Illuminating’ (yellow). While (orang likely see tones is aimed at the fashion industry, we’ll ding to Accor -up. make and nails them reflected in hair, ism… and Pantone, the colours ‘reflect hope and optim enjoyment emphasise our desire for the pleasure and agree more! colour can bring to our lives.’ We couldn’t
THE VIEW ON...
AGEING, LOCKDOWN AND AESTHETICS Research from Glowday – a digital marketplace for non-surgical cosmetic treatments – uncovered women’s thoughts on aesthetics after lockdown:
Some men may have reached this style accidentally after an initial absence from the barber chair and then realised they actually kind of like it. But lockdown locks aside, longer (but groomed) hair is emerging as a popular trend, which may include embracing curls or encouraging a natural texture. It might involve a style that’s longer on top, or getting more adventurous with length. Think Bradley Cooper, Brad Pitt, Jack Savoretti and Rafferty Law.
27%
of women feel as though lockdown has aged them, rising to 44% for women aged between 25 and 34.
While the season is over, gi for giving making people is what g feel good d for a living. you do s not to w So what’ the rise a love about ‘pro cts with in ‘produ purpose’. Think hand creams for and N the NHS, brands donating to mental health charities with every purchase. for include Movements to look out fo Beauty Banks, which started in 2018. It supplies personal care and hygiene essentials to those who ‘need a hand-up, not a hand-out’. Visit beautybanks.org.uk for more on their latest campaign.
23%
had or would consider Botox and almost 20% would consider another type of injectable treatment such as lip filler.
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RED ISN’T DEAD! Winte Wint r can be a time when clients want to change their colour g (even before Covid) and a hue that’s provin iful beaut a is n autum popul popu ar in salons since red. It’s favoured by Instagrammers, colourists and celebrities alike (some embra emb cing their natural ways, others choos choo ing to dye). The variations – including strawb straw erry blonde, copper tones, auburn, a deep red and warm amber – can make it more appealing option for clients. Celebs shinin shini g brightly include Jessica Chastain, Emma Emm Stone and Amy Adams.
NEW SUSTAINABILITY
The bid for planet-friendly beauty continues with major beauty label Olay trialling a refillable moisturiser, and make-up brand Maybelline launching recycling boxes in selected high street ly stores. The trend is matched professional with skincare brand Environ’s recycling scheme, which offers to buy back recycled packaging from salon owners who recycle empties via Environ recycling bins. And hairstyling brand Cloud Nine recycles old straighteners for free, regardless of brand or condition. Having recycled more than 50,000 straighteners since the scheme began in 2019, the company’s goal is to save 1.5 million irons from landfill by 2022.
47%
said they didn’t know how to check if their practitioner was qualified, and 26% were unsure, despite their keenness to have treatment.
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W HAT'S TRENDING THE I NSPI RAT I O N
THE LATEST
KEEPING YOU IN THE KNOW SOFTWARE SOLUTIONS Salon software is a gamechanging investment for your business, and top-rated beauty platform Fresha.com could be the system for you. Fresha.com streamlines business operations for salons and spas with intuitive, fully featured, subscription-free software. The platform takes the hassle out of running a business by managing appointment bookings, point-of-sale, customer records, human resources, inventory, and financial reporting. Fresha also has no trial period and no limits on usage. The system offers mobile apps for clients and real-time booking integrations to Instagram, Facebook and Google. Fresha.com also comes with integrated card payment processing to protect against no-shows and late cancellations. Find out more at fresha.com
NEW AMBASSADOR Diva Pro Styling has announced Christophe Gaillet as its new international ambassador. World and European hairdressing champion Christophe will be exclusively using Diva Pro Styling’s broad range of professional styling products to develop exceptional, trend-setting imagery to inspire hairdressers across Europe and beyond. Christophe will also take an educational role and will be key in product development and testing. Visit divapro.co.uk for further details.
SUSTAINABLE STYLING A new sustainable, highperforming care and styling range by Indola is bringing out the best in hair. Indola has developed ACT NOW – designed to care not only about hair but the environment as well. The new range is vegan and free from sulphates, silicones, mineral oils and artificial colourants, yet ensures perfect professional performance thanks to carefully selected, plantbased substitutes. ACT NOW is also bottled in up to 97% recycled packaging. Through the use of recycled and recyclable packaging materials and a social cooperation with The Plastic Bank, ACT NOW is helping to reduce plastic waste. The 12 products in the ACT NOW range will be available in the UK from early 2021. Check out the new range at indola.co.uk
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DIGITAL MAGAZINES Want to provide customers access to the best magazines on their own devices? Digi-Mags can help. Digital magazine platform Digi-Mags secures content access to your venue via geolocation, so there’s no registration process or apps to download. By scanning a QR code, magazines are streamed straight to a device via a web browser. Digi-Mags can be fully branded and customised by choosing your own logo, banners and images. You can also display content such as price lists or brochures. For complete peace of mind your subscription is backed by a lockdown guarantee – allowing you to pause your subscription in case of any future lockdowns. Go to digi-mags.co.uk
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TH E I N SPI R AT ION HOW TO...
1
LISTEN: The most important
thing is to listen. Check in on each other and do it not out of obligation, but out of a true desire to make a difference. The result? It can impact your bottom line in a positive way. When people feel more connected and cared for, they’re going to show up and want to work harder.
2
MAKE IT PERSONAL: Take the
time to speak to colleagues individually. Be it face to face or a video or phone call, say: ‘I want to tell you what I’ve appreciated and admired about you.’ People need to feel that validation and encouragement – a compliment can go such a long way.
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ENCOURAGE 3 KINDNESS Ripples of kindness have been spreading across the industry as we came together to confront the challenges of Covid-19. Jaclyn Lindsey from kindness.org suggests how we can promote more kindly behaviour.
BE HONEST: No one wants
to feel like they’re being misled. As well as a weekly team meeting, maybe you’re starting a daily catch-up before the working day starts and saying: ‘I’m going to be giving status updates of what’s happening, and you can ask questions.’ If some people haven’t started their shift first thing in the morning, make sure to catch up with them later. It allows people to feel like they have got that two-way communication, which is really important. It’s a form of kindness, respect and thoughtfulness.
4
CREATE A POSITIVE DIALOGUE:
When you’re kind online, you’re kind offline. What’s affecting you when you’re digesting digital content informs how you behave at home or with a friend, for example.
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HOW TO... THE I NSPI RAT I O N
VALUE OF KINDNES KINDNESS SS Kindness.org defines kin Kindness.org K kindness nd as an a ction intended to be ene nefit someone, action benefi typically accompan typ p ied by an accompanied e emo tional compo mpone nen Respect, emotional component. fa fai rness and d lo love ve are examples fairness that come un und under the kin ndne dness ss u kindness umbrella, and kindne kin dness is acting out kindness these the s things. When you you’re respecting so someone, y yo you’re acting k ki i kindly towards tthem. he It’s also o on ne of the most one effe eff ffe ct ective ways to o im mpr mpr improve the wel w we ellb el bein in of you wellbeing and a nd nd th tthe he ot other person at the at the sa th ame time. same
If you see something negative, respond kindly. Often, negative posts can set off a chain of negative comments. Instead, think about how your comments could make someone feel before you post them. Repost and reshare something that’s positive. People respond to feelgood quotes that uplift and encourage.
IMAGE: GETTY
5
KEEP IT REAL: Kindness is about being real. For example, it could be as simple as putting up a quote and saying: ‘This was our hardest month yet and I struggled, but it’s thanks to my team and my clients that I got through it.’ Or celebrate someone on social media every day – acknowledge a team member who has brought a smile to people’s faces. You might post a photo of that person, tag them
and say what you love about them. This comes full circle from one-on-one appreciation to thanking people publicly.
ROSS CHARLES
CONNECTING WITH CLIENTS For Ross Charles, kindness online became even more crucial during the first lockdown. Ross, who runs a salon in York, says: ‘I didn’t just cancel all future appointments, I cancelled appointments two days before so that I could regularly speak to clients. Making that connection was really important.’ Ross produced three videos for his YouTube channel (bit.ly/Ross-CharlesYouTube) to keep clients up to date during the first lockdown. ‘Seeing a friendly attitude coming across was as important as the message – somebody that was smiling and clear about what we knew at that time.’ The results of Ross’s kind actions? As well as nurturing that all-important contact virtually, all but those of his clients who were self-isolating returned to the salon when it reopened. ‘The client retention was unbelievable. We were so lucky.’
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ROSS’S TOP TIP:
OUR EXPERT
JACLYN LINDSEY Jaclyn is co-founder and CEO of kindness.org, a non-profit organisation that uses science and evidence to build products, tools and programmes to encourage people to be kind. She has overseen research on the positive effect kind acts have on wellbeing. Visit kindness.org for more information.
‘Ensure positive energy among clients – try your hardest to find positive things to say, keep them speaking about a positive memory or compliment them.’
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09/12/2020 02/12/2020 15:38 10:21
ROUND -UP T HE NHBF
Meet Richard Lambert, our new chief executive An insight into the life and experience of the newly appointed NHBF chief executive. BACKGROUND My previous roles include chief executive of the National Landlords Association and the British Woodworking Federation. Before that I worked as a parliamentary civil servant.
THREE WORDS THAT BEST DESCRIBE YOUR PERSONALITY... Thoughtful, determined, resilient.
SOMETHING PEOPLE MAY NOT KNOW ABOUT YOU... My hairstyle was once
2021... WHAT DOES IT LOOK LIKE TO YOU? The early months are going to be tough, but I hope things will improve throughout the year. I’m committed to understanding our Members and their concerns, shaping the organisation’s services and communications to support them and creating an open, empowered culture from which we will continue to lobby government vernment for change.
mentioned in a debate in parliament (it wasn’t a compliment).
NUMBER MBER ONE PIECE CE OF ADVICE FORR MEMBERS…
WHAT EXCITES YOU ABOUT WORKING IN THIS INDUSTRY? I’m looking
Gett as much out of your membership mbership as you can. Now, more re than ever, the NHBF is here re to help.
forward to working with such a vibrant, forward-thinking industry. As an outsider coming into a completely new sector, I’m eager to meet everybody.
Here’s a quick look at what the NHBF has been up to.
SPREADING THE WORD
Fee freeze – Members will benefit from a freeze on membership fees for 2021. This move is in response to the challenging financial situation c many now face. m ‘We know that this year has been a huge struggle,’ says b NHBF director Tina BeaumontN Goddard. ‘That’s why we also G gave our Members a twog month payment holiday during m the first national lockdown.’ th
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Counselling helpline – The C past year has been difficult for p everyone. Financial worries, e anxiety about family members a and emotional and relationship a problems during lockdown p have been taking their toll. h NHBF Members have access N to a free 24/7 confidential helpline as well as a range h of wellbeing resources, o including a four-week selfin help programme and online h health checks. Find out more h at nhbf.co.uk/rewards
WHAT’S HAPPENING? Campaigning for you – The NHBF campaigns for our industry at the highest levels, lobbying key government ministers and officials to ensure your views and concerns are heard and acted on. We are continuing to push for greater financial support and a wider
More gradual increases in the National Minimum Wage Clear guidelines for our Members on employment and self-employment Affordable, high-quality apprenticeship schemes A positive outcome for our industry post-Brexit. Find out more about the latest NHBF campaigns at nhbf.co.uk/campaigns where you will also find our latest video on VAT.
range of initiatives to help our industry during the current coronavirus pandemic. Our campaigns include: Financial support, policy changes and a level playing field during the pandemic Fairer tax, VAT, National Insurance and business rates
Covid-19: ongoing help and support – The NHBF continues to do all we can to help and support Members. Our FAQs and blog posts are regularly updated, as are our news and Member-only blog posts. Members have access to guides, webinars and a range of resources, as well as our membership team and 24/7 legal helpline. Find out more at nhbf.co.uk/coronavirus
SALONFOCUS | WINTER 2021
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ROUND -UP T HE NHBF
THE YEAR IN NUMBERS The latest industry figures reflect strength and longevity. We round up the key findings…
Farewell and all our thanks
HOW MANY?
45,000
Chief executive Hilary Hall announced her retirement to the NHBF board at the start of 2020 but, due to the pandemic, The number of hair and beauty businesses she delayed her departure in the UK... until the end of September in order to help the NHBF A RISE OF MORE THAN team swing into action to support its Members. Hilary joined the NHBF in 2013 and has since worked SINCE LAST YEAR tirelessly for Members, The hair and beauty industry ensuring they have the generated more than £8bn HOW MUCH? resources, back-up and in turnover in 2018, up from support they need to run £7.5bn in 2017. successful businesses, as well as being an influential HOW LONG? voice at the highest levels of government. She leaves Hair and beauty an amazing legacy to build businesses have higher Over half of hair and beauty on and will be missed. survival rates after five businesses have an annual ‘I have loved every years than businesses turnover of less than £99,000, minute of my time with in many other sectors. while over a third have turnover Beauty salons are least the NHBF and working in of £100,000 to £249,000. likely to survive after this wonderful industry,’ five years (55.8%), while Hilary said. ‘I’d like to nail salons are most thank Ian Egerton, NHBF likely to survive after WHO? president, and the rest of five years (69%). the NHBF board, who of people who work in have helped to steer us hairdressing and barbering in the right direction, are self-employed. In beauty, making sure that 65% are self-employed everything we do is in – up from 54% and 57% the very best interests respectively on 2018-19. of our Members.’
1000
Beauty salons have seen the largest growth, with a net increase of 87%.
£8bn
4 49
£99,000
60%
5YRS
See the stats in full at nhbf.co.uk/industry-statistics
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TH E E N D 6 0 S E C O N DS W IT H . . .
The pandemic has made me aware… of how much time I spend away from my loved ones. While I don’t regret for a second the amount of time and energy I put into growing my business, life has to be about balance and, having worked really hard, I’m now working on balancing things up.
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A mistake I’ve made in the past is… thinking that all of my staff will want to handle a difficult situation, such as lockdown, the way I would. For example, not everyone will want a creative project to keep themselves occupied – some might just want to rest – so we need to make sure we’re not just looking at this experience through our own eyes but asking what staff get out of it too. It’s far too delicate a time for more stress.
SOPHIA HILTON The Not Another Salon owner, educator, influencer and colour legend on how she survived 2020 and what she’s taking from the experience.
IMAGES: @NOTANOTHERSALON
I use mind mapping to… visualise
To stay organised… I get up really early and smash out a couple of hours of work before the family are up. It means I know what’s in my inbox and what’s going on. I can look at my schedule and map out how my day is going to go, so by the time I’m eating breakfast I’m already settled, and I know what’s coming. The challenge running my businesses is… being passionate about being kind but still having a business that continues to make waves. Most people come to work with me because they want faster growth, but growth is painful and challenging and it’s rare people want to do what it really takes.
When people follow me on social media… I want them to use me as
what’s going on in my life, and my head. I map everything out with Post-it notes. I put my name in the middle and then fork off all the different things – Not Another Salon, Not Another Academy, Not Another Tuck Shop, my online education, other projects and then my health and balance and family. I then look at how many hours I want to work, and I go backwards. Through a simple process of elimination I discover what I can manage and what I can’t in the time.
inspiration for driving themselves and being successful.
The trend I predict for 2021… is huge, thick, chunky face-frame panels. Not just frames but panels – it’s incredibly 90s: think Geri Halliwell. It’s something I’ve thought was pretty disgusting for the past two years, but as we’ve been doing more face frames and they’ve been getting thicker and thicker I’ve grown to love them.
SALONFOCUS | WINTER 2021
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