® SPRING 2009
live local, care global IT’S ABOUT TIME. Curl up & dry with new Paul Mitchell Pro Tools
™
Family knows no borders. John Paul Mitchell Systems is proud to support Food4Africa in their commitment to feed, shelter and educate thousands of needy South African children every day.
table of contents
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features NEW Paul Mitchell Pro Tools: It’s About Time NEW The Blonding System
artistically inspired
Angus M Volume 3: The Trilateral Collection Denise “Dee” Adames is Shear Genius The Shape of What’s To Come Midnight Train
performance A New Twist on Texture: The Relaxer Show Your Inner Strength: NEW Super Strong® Liquid Treatment™ NEW Tea Tree Body Products: An Out of Body Experience
money matters The Color Marketing Contest 2008 I Love Paul Mitchell Professional Hair Color
up front
Dear John Paul Mitchell Systems Family,
where in the world is JP?
On behalf of hairdressers worldwide, John Paul’s recent travels included conferences, speaking engagements, school openings and philanthropy efforts. Los Angeles, CA Newport Beach, CA Palm Desert, CA Jacksonville, FL Las Vegas, NV Austin, TX Deer Valley, UT Park City, UT Jackson Hole, WY Washington D.C. Kortrijk, Belgium Banff, Canada
Rome, Italy United Kingdom South Africa Zurich, Switzerland Paul MiTchell SCHOOL OPENINGS: Reno, NV Spokane, WA Wichita, KS Bismarck, ND Harrisburg, PA Ambler, PA
Our new ad campaign is now appearing in some of the finest national magazines. We had such an exciting time representing all of you at the photo shoot on location in Africa. I know you’ll be delighted by the way we represent John Paul Mitchell Systems. On behalf of hairdressers everywhere, these ads point out the respect we need to have for all living things, including plants, animals and humans. I’d like to point out that the plants, animals and humans featured were not harmed—and only enhanced—by this event. As we go through changing times…there will be challenges. We will overcome them by heading in a direction that leads far into the future and is not just focused on current events. Our new products and programs launching in 2009 are the best yet. We do this to support you in the professional beauty industry…the only industry where you’ll find Paul Mitchell. Remember, we use the name Paul Mitchell because Paul was the hairstylist of the two of us—we wanted that name to stand for all hairdressers and not just a person…forever. Thank you for the 29 years of faith you’ve had in us. We will continue to support YOU! Peace, love and happiness,
John Paul DeJoria Chairman and Chief Executive Officer
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62 50 45 credits CEO John Paul DeJoria Creative Director & Editor in Chief Nanette Furlong Bercu Executive Editor Tara Ennis Senior Associate Editor Kelsey Williams Managing Editor Dina Jacobellis Design Director Sandra Curitore Contributing Editors Nikola Cline Brenda DuVal Nina Kovner Jenny Overdevest Dee Quested Photo Editors Greg Bonhomme Corinne Brown Zlata Nikonovskaya Creative Consultant Y8’s Inc.
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letters to the editor:
we want to hear from you!
We are always on the lookout for professional quality salon photos and artistic work. Please send your comments, photo submissions and story ideas to: Cut & Dry c/o John Paul Mitchell Systems 9701 Wilshire Blvd., Suite 1205 Beverly Hills, CA 90212
money matters
42 44 45 46
Living the Green Life
48 49
Client Speak: Tool School
Plug Into the Tool Bar Malebox: Male Pattern Blondeness Create a Stir with Paul Mitchell Style Cocktails Work It: Show Your Salon Spirit
departments
Photos should be 8” x 10” or 300 dpi on a disc. Please include your name, salon name, address, e-mail, and the best phone number to reach you. We regret that we are unable to acknowledge or publish all submissions.
paulmitchell.com Check out the Paul Mitchell Professional Web site at www.paulmitchell.com whenever you see this symbol anywhere in Cut & Dry for the latest news, formulas, stories and other really great info. ®
® Registered trademarks of John Paul Mitchell Systems . © Spring 2009John Paul Mitchell Systems . PRINTED IN THE U.S.A. (CD0309) NoneofthecopyorphotographscontainedinthisissueoranyissueofCut&Dry canbeusedwithoutthepriorwrittenpermissionofJohnPaulMitchellSystems .
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Ask the Experts: Play It Cool
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Be Nice or Else: Visionary, Fence Sitter, or Resister: You Choose
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Connect: 5 Simple Secrets for Finding Your Perfect Match
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The Buzz
®
Come and Get ’Em: FUNraising by Numbers
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®
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We Care Education and Events Backtalk with Colin Caruso
africa
behind the scenes
Paul Mitchell ad campaign: on location in South Africa
feature
4
feature
t ime.
new it’s about
PAUL MITCHELL PRO TOOLS are hotter than ever with the Express Ion Curl 1.0 and Express Ion Dry v.2. ™
®
With Paul Mitchell Pro Tools, time is always on your side. Discover two new speedy styling tools that will help you make the most of every minute in your busy salon schedule. Now you can form fabulous ringlets with the Express Ion Curl 1.0 and pick up your pace with the Express Ion Dry v.2. No matter what style your client craves, these high-tech tools deliver flawless results in a flash. Hair: Stephanie Kocielski, Donna Mizell • Photography: Spicer Wardrobe: Emma Trask • Makeup: Collier Strong
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“Clients today want more styles. The Express Ion Curl 1. 0 is a must-have for fashion shows, weddings, hair shows, photo shoots, and every type of client. And it’s backed by Paul Mitchell’s Express Ion Complex so you can do more wardrobe changes with confidence.” – Paul Mitchell Artistic Director Stephanie Kocielski
“The Express Ion Dry v.2 embraces Paul Mitchell’s original goal— to save time, money and energy. The ultra lightweight AC motor gives you more power without the weight. This is a tool for every texture: it has the strength and airflow to muscle out curl in extremely textured hair quickly and easily.” - Paul Mitchell Artistic Director Stephanie Kocielski
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1875-watt Dryer
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Reduces Drying Time Unique Express Ion Complex™ blend of silicone and ceramic dries hair gently and quickly from the inside out, leaving hair hydrated, conditioned and frizz-free.
2
Powerful Styling A strong, concentrated air flow delivers an extra boost of Express Ion Complex to protect and condition vulnerable locks.
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Ultra Lightweight A sleek design and revolutionary Professional Light AC Motor make this dryer lightweight and easy to use hour after hour.
1� aluminum Curling Iron
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Beautiful Curls Express Ion Complex blend of silicone and ceramic heats hair quickly and gently from the inside out, leaving locks hydrated, conditioned and frizz-free.
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Even Heat Distribution and Retention Ceramic heater and aluminum barrel form a superior heat delivery system that prevents cold spots for faster curls.
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Easy to Use Advanced features such as a digital temperature control, locking button and finger grip make the Express Ion Curl 1.0 a cinch to use and handle.
Invite your clients to experiment with these hot new tools at the Tool Bar. For more information, see page 44.
feature
the
blondi n g system
The complete system for out-of-the-box blonding The Blonding System has everything you need to achieve beautiful blondes with brilliant, healthy-looking results. Formulating on fragile hair? Reach for NEW Lighten Up™. Need added power? Try Dual-Purpose Lightener. Expand your options even further with Flash Finish™ and hit the perfect, luminous tone in under ten minutes. Hair: Stephanie Kocielski • Photography: Takashi Kitamura for amulletproduction • Makeup: Billy B • Wardrobe: Emma Trask • Creative Direction: Robert Cromeans
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Technique: Platinum Card Color:
1) Lighten Up™ + 20 volume Cream Developer 2) PM SHINES® 1 ½ oz. 9NB Sandy Beach + ½ oz. Clear Shine + 3 shots Color Shots® Violet + 2 oz. Processing Liquid
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Technique: Platinum Card Refresh Color:
1) 1 oz. Lighten Up™ + 1 ½ oz. 20 volume Cream Developer 2) 2 oz. Flash Finish™ Pale Neutral + 2 oz. 5 volume Clear Developer
“ When working on blondes, pace is everything. The Blonding System is an encyclopedia of timesaving tools and knowledge to create blondes of all temperatures. No matter what flavor you choose, this is what every Color Bartender needs for exceptional results.” – Stephanie Kocielski, Paul Mitchell Artistic Director
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Technique: Enlighten Me Color:
1) Dual-Purpose Lightener + 20 volume Cream Developer 2) Paul Mitchell速 the color 2 oz. HLA + 2 shots Color Shots速 Blue + 2 oz. 30 volume Cream Developer 3) Paul Mitchell the color 1 oz. UTP + 1 oz. 5 volume Cream Developer
The Blonding System DVD Get the best in blonding education from Paul Mitchell Artistic Director Stephanie Kocielski and The Blonding System. Whether you want to freshen up your skills or learn new techniques, this A-Z resource will help you approach every blonding guest with confidence. Here’s what you’ll get: • Blonding education to freshen your skills and make every blonde a success • Five foundation blonding techniques • Time-saving tips and tricks for blonding, highlighting, toning and men’s lightening • Proven marketing strategies used by A Robert Cromeans Salon
For hairdressers, by hairdressers
amulletproduction
Let Robert Cromeans, Takashi Kitamura and DJ Muldoon take you on a blonding adventure. The Blonding System DVD was shot, edited and directed by amulletproduction, a talented team of Paul Mitchell Artistic Directors and Platform Artists who work behind the scenes and behind the camera to bring you education from a hairdresser’s perspective.
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Step into the Light Lighten Up™ Blonding Paste Create effortless, starlet-worthy blonde hues—even on fragile hair—with Lighten Up blonding paste. • Rapid lift – Specially balanced lifting agents provide fast, even lift up to 5 levels • Gentle on hair and scalp – Unique amino acid conditioning agents help reduce moisture loss and minimize cuticle damage while soothing aloe helps calm scalp irritation for an enjoyable client experience • Smooth consistency – Beeswax base has a creamy texture that resists drying out and is easy to mix for effortless, flexible application
The Perfect Tone in Under Ten Flash Finish™ Sheer Rapid Toner The perfect icing on any blonde confection, Flash Finish sheer rapid toner creates an ideal tone in under ten minutes. • Sheer, subtle tones – Five intermixable warm, cool and neutral pastel colors achieve the perfect tone on pre-lightened hair in a flash • Tones in under 10 – Neutralize or enhance tone in 10 minutes or less • Adds shine and condition – Nutmeg butter and hydrolyzed soy protein instantly moisturize for a smoother, shinier finish To get The Blonding System and Flash Finish in your salon, contact your John Paul Mitchell Systems Distributor or Salon Consultant.
artistically inspired
Cut, color and style connect for a trilateral approach to modern, wearable hair. Hair becomes your 3-dimensional canvas. Sculpt with scissors. Paint with color. Shape and style hair into living, breathing architecture and make each look your own.
Hair: Angus Mitchell, DJ Muldoon, Colin Caruso, Jay Small, Noogie Thai Photography: Spicer Wardrobe: Emma Trask Makeup: Amy Oresman
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artistically inspired
ava Model was pre-lightened using the Platinum Card technique with Dual-Purpose Lightener + 10 volume Cream Developer
Color: 1) PM SHINES 2 oz. Clear Shine + 3 shots Color Shots Yellow + 2 oz. PM SHINES Processing Liquid 2) 2 oz. Color Shots Violet + 2 oz. PM SHINES Processing Liquid
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talesha Model required color correction using Backtrack速
Color: 1) Dual-Purpose Lightener + 20 volume Cream Developer 2) Color Block速 + INKWORKS速 Green + INKWORKS Yellow 3) Color Block + INKWORKS Hot Pink 4) Color Block + INKWORKS Purple + INKWORKS Blue 5) Color Block + INKWORKS Yellow
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“ It’s important to see how shape influences color and have the cut and color meet in the middle. My inspiration is my salon. This collection offers techniques that help hairdressers be more successful—to make the reality of what we do in the salon a little bit easier.” - Colin Caruso
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“ The Trilateral Collection is an evolution of placement, a new direction to keep things exciting. It’s important to change the way we approach haircutting so we don’t get bored doing the same thing over and over. My goal is to offer a fresh approach to client-friendly looks.” - Angus Mitchell 20
liza Model required color correction using Backtrack
Color: 1) Paul Mitchell the color 3 oz. 7NA + 3 oz. 30 volume Cream Developer 2) Dual-Purpose Lightener + 40 volume Cream Developer 3) PM SHINES 1 oz. 6R0 Marmalade + 1 oz. 3Y Cinnamon Stick + 2 shots Color Shots Yellow + 3 shots Color Shots Orange + 3 shots Color Shots Red + 2 oz. PM SHINES Processing Liquid 4) Color Block
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artistically inspired
ji Color: 1) Paul Mitchell the color 3 oz. 2NN + 2 shots Color Shots Blue + 3 oz. 20 volume Cream Developer 2) Paul Mitchell the color 1 ½ oz. 5A + 1 ½ oz. 7P + 3 oz. 30 volume Cream Developer 3) Paul Mitchell the color 1 oz. HLP + 2 oz. 5CC + 3 shots Color Shots Violet + 2 shots Color Shots Red + 3 oz. 40 volume Cream Developer
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artistically inspired
“This collection adds even more value with textured hair and models of different ethnicities. There are styling tips from Noogie, blow-dry tips from Jay, as well as salon-friendly color from Colin. It goes beyond just the haircuts. It’s four cuts and eight looks of all lengths and textures.” - Angus Mitchell
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Jay Angus Must-have products: Lavender Mint Moisturizing Shampoo™ and Conditioner, Super Skinny® Relaxing Balm™, Worked Up® and Hold Me Tight™.
Favorite product cocktail: Sculpting Foam™ and Super Skinny® Relaxing Balm™.
Noogie
Long-hair styling essentials: Express Ion Round™ brushes, Express Ion Style® 1.0 and ExtraBody Firm Finishing Spray™.
Colin
Demi, semi, or permanent? Being male and afraid of commitment, I would have to say demi. But it depends on the situation.
DJ What’s in my hair: Foaming Pommade®.
artistically inspired
Angus M Volume 3 – The Trilateral Collection DVD Discover modern haircuts, fresh color techniques and innovative styling from Angus Mitchell, DJ Muldoon, Colin Caruso, Jay Small and Noogie Thai. Make every look your own and raise your creativity to a new dimension.
What’s inside: • Four geometric, customizable haircuts in short, medium and long lengths and a variety of textures • Salon-ready color techniques with flexible and innovative color placement • An array of styling and finishing options using Paul Mitchell Pro Tools • Tip cards for step-by-step guidance • A limited-edition Trilateral Collection booklet featuring an inside look into each hairdresser’s influences, techniques, and favorite products To get the Angus M Volume 3 Trilateral Collection DVD in your salon, contact your John Paul Mitchell Systems Distributor.
“ We’re demonstrating a common-sense approach to haircutting that’s simple and versatile. The triangle sectioning uses less density than the circles in our last collection. The diagonal shape allows hairdressers to play with the weight distribution and make each cut their own.” - DJ Muldoon
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artistically inspired
photos are courtesy of Bravo. Photography: Trae Patton
is shear
Denise “Dee” Adames
genius
Paul Mitchell Educator and Task Force member Denise “Dee” Adames blew away the competition in Season 2 of Bravo’s hit show, Shear Genius. Through a series of challenges ranging from recreating the famous hairstyles of Charlie’s Angels to cutting hair blindfolded, Dee beat out twelve competitors and took home the coveted title of Shear Genius, a $100,000 prize and the opportunity to style hair for an Allure magazine feature. 26
p: Jusely Bencomo Photography: Jorge Friere • Makeu
What are you going to do with the prize money?
I am opening a Paul Mitchell Signature Salon called Dee & L Hair Studio in Miami with my business partner, Laila Taheri. It’s all a dream come true!
Out of all the collections that you created for the show, which was your favorite? Definitely my Birds of Paradise collection. I got to use funky colors and disconnected cuts, which I love! The collection shows that I like to take risks.
What were your competitors like behind the scenes? I was surrounded by characters! We were always poking fun at each other and just having a great time.
How did your Paul Mitchell training help you beat out the competition?
Paul Mitchell teaches stylists how to work smarter, not harder and that stuck with me. It is by far what got me the win.
Why do you love being a part of the Paul Mitchell family? It offers such a great support system. I know that whenever one door closes, the Paul Mitchell family will be there to help me open another.
What was the most difficult challenge?
then give In Episode 7, we had to groom a dog and their pet. by the owner a cut, color and style inspired afraid so was I re— I had never groomed a dog befo g. ethin som or tail its that I was going to cut
artistically inspired
the shape of
what’s to come
Inspired by recent runway couture and his personal penchant for bold, deconstructed hair, Swiss Paul Mitchell Educator Christophe Chevillard put his own twist on textured styles with a new collection of editorial looks. As a winner of the 2008 Paul Mitchell Photo Shoot Contest, Chevillard was flown to Los Angeles to bring his avant-garde vision to life. With the help of Paul Mitchell Editorial Director Lucie Doughty and a team of models, a photographer, makeup artist and wardrobe stylist, he embraced the challenge. Chevillard created a collection of hair designs with futuristic flair, playing on texture, shape and movement.
Hair: Christophe Chevillard • Photography: Sean Armenta • Makeup: Jennifer Thorington • Creative Consultant: Lucie Doughty PRODUCTS: Left and right: Extra-Body Sculpting Foam®, Extra-Body Daily Boost®, Hold Me Tight™ Middle: Sculpting Foam™, Gloss Drops®, Extra-Body Finishing Spray®
artistically inspired
“ There has been a long period of smooth, flat hair—now I feel we are moving more towards celebrating texture and body. I took simple, pinned updos and gave them new life by changing the hair texture, as well as adding colorful thread to enhance the shapes.” - Christophe Chevillard
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artistically inspired
midnightTRAIN Hair: Lucie Doughty, assisted by Rosie Fuentes • Makeup: Dorit Genazzani Wardrobe: Adria Heath • Photography: August Bradley
For her latest artistic collection, Paul Mitchell Editorial Director Lucie Doughty journeyed back to the golden age of the railway. Inspired by the sophistication that accompanied traveling by train during the 1920s and 30s, she set out to reinvent the chic styles of the era. Vintage glamour takes a modern departure with Doughty’s unique vision and asymmetrical designs.
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artistically inspired
“The hair is reminiscent of the structured romanticism of the time period, but with an asymmetrical spin that makes it ideal for now.” - Lucie Doughty Model with white ruffled vest Products: Thicken Up®, Hold Me Tight™, Extra-Body Finishing Spray®, Express Ion Style® 1.0, Express Ion Round™ medium Model with green top Products: Thicken Up, Hold Me Tight, Extra-Body Finishing Spray, Express Ion Style 1.0, Express Ion Round medium Model with copper dress Products: Thicken Up, Hold Me Tight, Extra-Body Finishing Spray, Express Ion Round medium Model with pink jacket Product: Hold Me Tight
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lowdown
new
a new twist on texture
the relaxer
™
Transform extra curly to wavy hair into silky smoothness with The Relaxer from Paul Mitchell. Available in three strengths—all featuring the latest conditioning technology—there’s an ideal formula for every hair type.
before
“ In today’s global world, texture is big business. Paul Mitchell offers not only the most state-ofthe-art product in three different strengths, but also the best education. With The Relaxer, you can become a texture expert and dramatically increase your service revenues.” – Paul Mitchell Artistic Director Stephanie Kocielski
key benefits Advanced Sodium Hydroxide System Innovative formula reduces damage, allows for quicker penetration, and greatly reduces reversion.
Smooth, Creamy Conditioning Base Rich cream base is easy to apply and rinse with beautiful conditioned results and a clean, fresh fragrance.
Mild, Regular and Super and Formulas Three strengths to address all hair types and textures and achieve just the right amount of curl reduction. Take your know-how to the next level with A New Twist on Texture DVD. Get the scoop on client consultations, chemical applications, processing and finishing—all from our top texture specialists, Artistic Director Stephanie Kocielski and Master Associates LaDonna Dryer and Kevin Michaels.
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performance
new
show your
inner strength NEW Super Strong Liquid Treatment
ÂŽ
™
Everyday chemical, environmental and thermal abuse can do a number on hair. The good news? Distressed tresses get a second chance with Super Strong Liquid Treatment.
Who needs it: Anyone with chemically-treated, damaged, weak or fine hair
WHEN TO USE IT: Apply after any chemical service or use daily to keep weak, processed hair on the road to recovery
Strengthens and protects Our exclusive Super Strong Complex joins forces with UV protection to help replace lost minerals and proteins
Repairs from the inside out Marine extracts and vegetable proteins replenish every strand while special silicones protect the surface, leaving the cuticle smooth and healthy
Seals split ends Super Strong Complex, marine extracts, silicone and proteins create the ultimate power team to help seal split ends
super strong liquid treatment makes hair up to 60% stronger after just one application and continues to strengthen after repeated use. Source: Independent Clinical Study
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performance
new
tea tree body products an out of body experience Introduce your skin to the citrus sensation of Tea Tree Lemon Sage and the sweet serenity of Tea Tree Lavender Mint. With the new Tea Tree Body products, you can indulge in your favorite flavor from head to toe.
lemon sage energizing body wash & body lotion ™
What they are: Peppy cocktails of lemon, sage and tea tree oil What they do: Enliven weary skin and awaken the senses Why you’ll love them: They turn any shower into happy hour
lavender mint moisturizing body wash & body butter ™
What they are: Moisturizing medleys of lavender, mint and tree tree oil What they do: Soothe stressed-out skin and revive the spirit Why you’ll love them: They put frazzled bodies and minds back on track
turn your sink into a spa Take your client’s salon experience beyond the hair and scalp with a service upgrade featuring the new Tea Tree Body products. Indulge guests with an invigorating sugar scrub, a relaxing hand massage, and a soothing paraffin dip at the Wash House or during consultation and see your service revenues soar. For Tea Tree hand treatment tips and techniques, check out The Wash House Experience DVD. Ask your Distributor or Salon Consultant for more details.
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performance
35
money matters
the color
marketing contest 2008
We asked Paul Mitchell Salons everywhere to show us how they go above and beyond when it comes to marketing hair color services. Impressive entries poured in from around the U.S. and Canada, and were judged based on presentation, innovation, marketing creativity and increase in service revenues. It was a difficult choice, but here are our exciting winners.
1
st
11-20+ Chairs
Increased color revenue by 36%
1
st
5-10 Chairs
AM-PM Salon Albuquerque, NM
“ We created the first Paul Mitchell Color Bar in our area. Our guests had never seen anything like it! They are in awe of our ‘big red wall’ and all of the cool stuff on its shelves. Now a simple cut quickly becomes a new color booking.” - Antonia and Patricia Medrano
Captiva Salon Wallingford, CT
“ Clients are intrigued as they watch our team step up to the Color Bar to formulate and create right in front of them. It produces an awareness and appreciation for the artist— you simply can’t achieve the same results, creativity, or experience from a box at home.” - Mario Landino
owners Antonia and Patricia Medrano marketing claim to fame The Color Bar, custom salon menu, inspirational thank you notes, appointment cards, gift certificates, Paul Mitchell culture
owner Mario Landino marketing claim to fame The Color Bar, custom Color Bar Menu, TVs playing hair shows during service, wireless internet access for guests, refreshments, special events
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1
st
1-4 Chairs
Salon Ormond Destrehan, LA owner Karen Brown marketing claim to fame The Color Bar, advertising, special events, custom services menu
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“ Color Marketing is like a springboard for the imagination. Our stylists are constantly changing and reinventing new ways to show off the color line and get clients excited about changing their look.� - Karen Brown
money matters
2nd Sydney Broderick Salon & Spa Jefferson City, MO owners Terry Schrimpf and Angela Mays Fix Boulder, CO owner Robin Laurel Borealis Hair Bar ‘n’ Tanning 2 Qualicum Beach, British Columbia, Canada owner Virginia Worcester
Increased color revenue by 26%
Salon Gity Sugarland, TX owner Gity Haghkhah Color Bar Salon New Orleans, LA owner Daniel Everett Walker
3rd The Unlimited San Antonio, TX owners Cecilia and Bill McGaw The Colorist Bar & Salon Highland Heights, OH owners Laura Storey and Melissa Difini Salon M New Orleans, LA owner Lisa Marquette
Increased color revenue by 28%
Pure Essentials Wellness Salon Roseburg, OR owner Kristie McLaughlin Imagine Salon and Day Spa Glenwood, IL owners Lynn Griglin and Rochelle Seput
For more information about Paul Mitchell’s Color Marketing program, ask your John Paul Mitchell Systems Distributor for the Color Marketing Brochure.
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money matters
i love
paul mitchell professional hair color Curious how Paul Mitchell Professional Hair Color stacks up against the competition? We got the scoop from three salons that recently switched from their old color lines to Paul Mitchell—and found that our products passed with flying colors.
results
Gretchen Reverman Owner, Innovations Hair Design in Elkhart, IN 9 chairs
“ I’ve been doing hair for 20 years and used a different color brand for a long time. Now that we’ve switched to Paul Mitchell, clients are seeing the difference. They’re telling me that their color stays true longer and doesn’t fade. They’re seeing more shine, dimension and gray coverage. And I love the control—Paul Mitchell the color really does what it says.”
consistency
money matters
Rae Ann Knepler Owner, Uptown Salon in Liberty Hill, TX 3 chairs
“ We used a well-known color line for 12 years. I thought all color was the same, but once I switched to Paul Mitchell, I changed my opinion. Paul Mitchell Professional Hair Color has better consistency, more shine, the highlights turn out brighter and the color is truer—other brands tend to lift more red. And I have to say, I love the Color Bartender’s Handbook. It gives me the experience of a hundred stylists—all I have to do is open the book and I have so many ideas!”
a superior client experience
Tony Melchionna Owner, Salon 44 in Summit, NJ 10 chairs
“ We recently switched to Paul Mitchell. With our old color line, the blondes were muddy and the color would irritate clients’ scalps. With Paul Mitchell the color we’ve had no scalp irritation and no more unpleasant smell—clients love the eucalyptus fragrance. And the coverage is fantastic. I haven’t come across one head yet where I didn’t get 100% gray coverage. I’ve been in the business 27 years and Paul Mitchell the color is by far the best. It’s simple to use, smells good and is cost effective—I actually use less color. I always applied by bottle and now that I’m a Paul Mitchell color guy, I mix with a bowl and brush. It’s much more professional and clients notice.” 41
money matters
living
thegreenlife For these salon owners, thinking green is the natural thing to do. Here they give us the scoop on why they make eco-friendly choices and what steps they’re taking to protect our planet.
Cathy Tiffany
Owner, Loft #25 in Salon Lofts, Columbus, OH
“ I think it’s really important to be socially responsible. And as a stylist, I develop relationships with a lot of people, so I have an opportunity to educate others about being green. I hope they will live it and pass it on.”
Green scheme:
Debra Blackmore
Signature Salon Owner, Zhaira Salon, Newfoundland, Canada
“ I used to work for a large corporation where the amount of waste was appalling. When I opened my own salon, I wanted to do my part to maintain a healthy relationship with the environment.”
Eco-friendly initiatives: • Gives clients reusable Paul Mitchell bags • Cleans and sanitizes with diluted Tea Tree Essential Oil • Used recycled and natural materials in the salon’s design
Anthony Cuccio and Norman Hoffner Focus Salon Owners, Boca Salons & Day Spa, North Brunswick & Jamesburg, NJ
“ We went to a forum for Paul Mitchell salon owners in Orlando and heard people like Robert Cromeans speak about what Paul Mitchell is doing to give back. We were really motivated and felt like we needed to follow in their footsteps.”
Sustainable system: • Uses computers in the Color Bar instead of printing formulas • Dedicated an area to recycling • Installed motion sensor lighting throughout the salon
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• Introduces clients to environmentally responsible products, like Paul Mitchell Tea Tree • Gives new clients gift bags that include a card with “The Top 10 Things You Can Do NOW to Help Make a Difference for the Earth!” • Organized a local chapter of the Rainforest Action Network
Eloise DeJoria
money matters
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malebox
plug into the tool bar Bring Take Home to the next level with the Tool Bar and Paul Mitchell Pro Tools.
Experience style We make a big deal about every item we sell and the Tool Bar helps us create a memorable shopping experience. We showcase all Paul Mitchell Pro Tools, plus brushes and some liquid tools so the client can take home the entire salon experience.
Rev up revenue Unlike Target or Walgreens, the Tool Bar allows clients to try the tools on their own hair once they’ve had a great hairdresser endorsement. It’s part of the Paul Mitchell commitment to take revenue from mass retailers and drug stores, and put it into your salon.
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by Robert Cromeans
Boost your business My goal is to make Take Home 30% of my business. This is possible because tools are big-ticket items. I have a stylist who recently sold eight tools in a month. So imagine if you have 10 stylists who sell 10 smoothing irons each. You will probably see the highest Take Home numbers your salon has ever achieved.
Celebrate style Introduce clients to Paul Mitchell Pro Tools by hosting an Express Way event. Create cool invitations and host a night of style. Demonstrate looks from the Express Way DVD and offer pro tips clients can use at home. You’ll see your Take Home sales skyrocket in just a few hours.
For more information on the Tool Bar and how to host an Express Way event, log on to the Paul Mitchell Professional Web site at www.paulmitchell.com.
malebox
male pattern
blondeness Make every male client a color client with a highlighting technique designed specially for him. The Male Pattern Blondeness technique offers the sophisticated dimension and natural-looking results guys crave in three speedy steps.
natural level: 6 color: Lighten Up + 20 volume Cream Developer technique: ™
Based on haircut and style, place weaved foil highlights strategically around the head shape. Five weaves per foil will provide a moderate amount of highlights. Process for 50 minutes or until desired level of lightness is achieved. Rinse thoroughly and shampoo with Shampoo One®. Towel dry and follow with Paul Mitchell Platinum Blonde Shampoo™. Finish with The Detangler™. Check out The Blonding System DVD for more great tips and step-by-step techniques. Ask your John Paul Mitchell Systems Distributor how you can get The Blonding System DVD in your salon today!
money matters
create a stir with paul mitchell
style cocktails
Stir up excitement and Take Home sales with the Paul Mitchell Style Cocktails promotion. With these valuable merchandising ideas, every hour can be happy hour in your salon.
reception
Entice clients when they check in and reschedule at the front desk.
stylist station Mix up Style Cocktails at the stylist station and recommend that clients enjoy a signature cocktail at home, too.
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window
Invite passersby to drop in for a premium Style Cocktail with an attention-grabbing window display.
the wash house Add a delicious twist to your client’s Wash House experience.
take home
Shake things up in your open stock area for easy browsing and shopping.
special display Give new users a shot at trying two great products for one low price.
the color bar
Generate dialogue when clients belly up to the Color Bar.
client speak
toolschool
Paul Mitchell Pro Tools are a hot commodity for clients to keep strands shiny, healthy and frizz-free. And with some easy dialogue tips, these big-ticket items are also a great way to heat up Take Home sales. Here’s how:
the number 1reason
for purchasing a new heat styling tool:
to replace an old one
* Ask clients if their tools need an upgrade and offer your professional recommendation.
58%
of women use a blow-dryer almost every time they wash their hair
* With so much use, let clients know that a workhorse, high-quality dryer is worth the investment.
Women
ages 18–44 are most likely to
purchase a new tool to maintain or create a new hairstyle
* When you give your client a new ’do, recommend the tools she needs to create that salon style at home.
*Source: Mintel Consumer Research
Top 2 priorities
when purchasing a heat tool: minimize damage and reduce drying time * Busy clients want gorgeous hair—fast. Let them know that our secret ingredient—the Express Ion Complex—can take on any hair challenge quickly and gently. The Express Ion Dry® v.1 blows away the competition by drying hair 60% faster!
40% of hair dryers & 38% of curling irons are purchased based on
brand familiarity * As one of the most trusted and recognized hair care brands in the world, the Paul Mitchell name means a lot to your clients.
25%of people
buy new heat tools to upgrade and have more features * As you blow-dry and style, remind clients that Paul Mitchell Pro Tools have the latest in high-tech features and ionic technology.
work it
show your salon spirit
team spirit
by Steve and Terri Cowan
We both enjoyed great school spirit while growing up. The halls would beam with our school colors and everyone wore spirit ribbons with pride. Why does that kind of spirit fade away when we get into the real world? Team spirit is so important in business—creating a wonderful team environment where everyone cheers each other on to victory. There is such an emotional connection when a group of individuals are working together to make a difference. Team spirit is a feeling of working together as one. Does your salon have it? Here are some ideas to help you get started…
1. victory board – show the world your salon team’s success 2. new guest bell – ring it proudly 3. daily announcements – celebrate milestones with daily briefings 4. brag basket – go ahead, put yours in there 5. big brother big sister program – create an in-salon mentoring program 6. kind communications – avoid disrespect or disagreements to protect the team 7. success stories – share the stories of others and what their success means to their careers 8. fun environment – think back to why school was fun and bring it into the salon 9. strong bond between team and customers – include customers in celebrations or outings 10. team support group – make sure every member of the salon team is cheered on and acknowledged
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“ The new PM SHINES Ash Series gives us yet another color palette to choose from. I love the range of tones from blueviolet, blue-green and yellow-green. It’s a great opportunity to be creatively cool!” – Linda Yodice Hair: Linda Yodice Photography: Spicer Wardrobe: Emma Trask Makeup: Collier Strong
ask the experts
playitcool
The NEW Ash Series from PM SHINES
new
®
Play it cool and put the brakes on warm tones with three chic new shades from PM SHINES. The NEW Ash Series is designed to control warmth while delivering exceptional shine and smooth, healthy results. Key Benefits • Neutralizes warm tones in natural, tinted or lightened hair while maintaining natural-looking color • Controls warmth in color correction services • Ensures seamless gray blending with cool, translucent tones • Ideal for use as a toner to minimize yellow and orange tones • Intermixable with all PM SHINES and ideal for use with N, V, BV and NB series • Can be formulated with Color Shots Blue or Violet for more intense cool shades
Stay cool like a pro Discover three great ways to use the Ash Series from Linda Yodice, Artistic Director for Paul Mitchell Professional Hair Color. 1) Top coat: Equal Parts 9A Cloud Nine + 9RB Pink Champagne I love to tone level 9-10 blondes with this formula when straight platinum tones are a bit too cool. The 9RB Pink Champagne combined with 9A Cloud Nine creates a softer beige blonde tone that’s a delicious “Champagne Cooler.” Color: 1) Dual-Purpose Lightener + 5 volume Cream Developer 2) PM SHINES 2 oz. 3A Starry Night + 2 oz. Processing Liquid 3) PM SHINES 2 oz. 6A Moonbeam + 2 oz. Processing Liquid 4) PM SHINES 2 oz. 9A Cloud Nine + 2 oz. Processing Liquid
2) Base color: 1 oz. 6N Swiss Mocha + 1/2 oz. 6A Moonbeam When blonde highlights have become overdone or faded and you need to restore some level 6-7 natural blonde lowlights, try this formula. Whether you like to hand paint or weave in your lowlights, this “Swiss Mocha Frappuccino” will do the trick!
3) Depth definer: 1 oz. 3NG Topaz + 1/2 oz. 3A Starry Night Darker level 3-4 brunettes love golden caramel tones without the red. This “Topaz Bronzer” formula is a wonderful way to maintain depth and richness with control.
come & get ’em
FUN raising by Numbers Paul Mitchell Schools produce not only the most talented and inspired emerging hairdressers in the industry, but also the most compassionate. Through an annual, three-month “FUNraising” campaign, Future Professionals throughout the country have raised millions of dollars to help build homes for needy families, feed hungry kids, support victims of abuse, and much more!
82 5,421 20 Paul Mitchell Schools
currently open
Future Professionals enrolled
$2.5 miLlion
Total funds raised by Paul Mitchell Schools in the last five years
$930,000
Money raised in 2008 through events including “Casual for a Cause,” cut-a-thons, pet fashion shows and car washes
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5
Number of schools that raised more than $10,000 in 2007
108 Charities
t hat benefit f r om Paul Mitchell Schools’
“FUNraising”
campaign
Ways you can make
a difference
1. Contact the Paul Mitchell School in your area and ask how you can get involved. 2. Host a fundraising event in your salon. 3. Team up with other salons in your area and organize a fundraising committee. 4. Tell clients about local Paul Mitchell Schools charity fundraisers. 5. Visit www.paulmitchelltheschool.com and check out the charities that Paul Mitchell Schools are passionate about.
be nice or else
visionary, fence sitter, or resister:
you choose by winn claybaugh
People in a workplace community typically fall into three categories: visionary, fence sitter, or resister. Visionaries do whatever it takes to make sure the company is profitable, the team is happy and healthy, and their participation is for everyone’s good. On any given day, a fence sitter can go either way. If their second moon is rising over Jupiter, then they love working for your company. But when their Uranus is stuck and dragging out of bed that day, forget about it! Resisters think it’s their job to resist anything and everything. You say “black,” they say “white” . . . just because! Resisters are experts at planting their insidious seeds of negativity. They’ll be out having cocktails with other staff members, and while discussing the staff meeting held earlier that day, they’ll say something like, “Wasn’t that a great speech so-and-so gave today? But did you hear about her marital problems?” It’s important to identify the visionaries, fence sitters, and resisters in your organization so you’ll know where to invest your energy and time. What you focus on starts to grow, so ignore those resisters (and even the best salons have them)! Don’t let them set your agenda. Positive behavior disappears if you ignore it, and so does negative behavior. And when I say disappear, I mean the resisters will either leave your company or their behavior will change. Some business books will tell you not to play favorites at work, but I play favorites, big time. The visionaries get all of me. Put your visionaries on a pedestal and let everyone know they make a difference in your world. And if you take proper care of them, they’ll sing your praises, promote your message, and support your mission to those skeptical fence sitters. One more question: Which type are you? If a co-worker likes to stir up trouble in the break room, are you right there with your ears perked up? If a new dress code is announced, are you on board? Visionary, fence sitter, or resister—the choice is yours.
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connect
5 Simple Secrets
for finding your perfect match With PaulMitchellConnect.com, filling the open chair in your salon is a cinch. Using easy-to-navigate search options, any salon owner can connect with their perfect match in just a few clicks.
make a passion statement.
Search for Future Professionals by passion to find qualified candidates whose strengths complement those of your team.
check your digits.
Look for qualified Future Professionals within your zip code, or broaden your results and search within your state.
seek out your type.
know your needs.
Narrow your search by job type desired to find Future Professionals whose career goals are in line with the needs of your salon.
Search by personal attributes to find Future Professionals who fit in with your salon’s unique personality and culture.
stay within your school zone.
Browse for talented Future Professionals at the Paul Mitchell School in your area.
special bonus for focus salons In addition to searching for talent, Focus Salons can create a profile and advertise current job openings on Paul Mitchell Connect. Go to www.paulmitchellconnect.com and find your special someone today!
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the buzz
Director Josh Tickell and John Paul DeJoria give an interview
John Paul DeJoria fills up the Patron train with biodiesel
Michael Wittman, CEO of Third Planet Energy, drives the first algae car
THE BUZZ ON ‘Fuel’ John Paul DeJoria takes his passion for our planet to the big screen as executive producer of the award-winning documentary Fuel. Directed by environmentalist Josh Tickell, the film explores renewable energy sources and features Julia Roberts, Richard Branson, Willie Nelson, Sheryl Crow, and more. Our own John Paul DeJoria also makes a special appearance as he fuels up the Patron Train with biodiesel and reminds us of our responsibility to change the world. Paul Mitchell Schools and Focus Salons are helping to spread the word about this film at schools, community forums and biodiesel service stations across the country. Visit www.thefuelfilm.com for more information and to find screenings in your area.
The veggie van promotes awareness of alternative fuels
Director Josh Tickell at the AFI screening in Dallas
Veronika Judish, Angus Mitchell, Josh Tickell and Rebecca Harrell at the L.A. premiere
the buzz
John Paul and Eloise DeJoria celebrate Nelson Mandela’s 90th birthday in London’s Hyde Park.
Attendees at the Shecky’s Girls’ Night Out event in New York City get gorgeous with free styling courtesy of Salon Caru and Paul Mitchell.
John Paul DeJoria with José Eber, recipient of the Lifetime Achievement Award, at the 2008 Global Salon Business Awards.
John Paul and Eloise DeJoria hang out with President Barack Obama.
John Paul DeJoria with Senator Norm Coleman of Minnesota.
John Paul and Eloise DeJoria spend time with friend Ernest Bartlett and Gov. Mike Huckabee of Arkansas at the Republican National Convention.
John Paul and Eloise DeJoria (here with Oleg Larionov, head of Russian distribution, and Reinhold Wild of Wild Beauty in Germany) travel to Russia for a major press conference.
The cast of As the World Turns can’t live without Paul Mitchell products to create their camera-ready styles.
John Paul and Eloise DeJoria attend the Fashion Group International Night of the Stars, along with Marcia Gay Harden who presented John Paul with the prestigious Sustainability Award.
the buzz Alee Cao, Vanessa Cao and Future Professionals from the Cao Institute of Aesthetics – A Paul Mitchell Partner School create runway-worthy hair for the Viet Modeling Project.
John Paul and Eloise DeJoria hang out with Fergie at the Democratic National Convention.
Paul Mitchell celebrates ’80s style at The Gathering in Las Vegas.
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At a 9/11 charity barbecue held by Paul Mitchell The School – Costa Mesa, an attendee offers a donation in exchange for a hair wash.
Future Professionals at Paul Mitchell The School – Great Lakes hold a cut-a-thon to raise money for their local fire department.
we care
Paul Mitchell Editorial Director Lucie Doughty and Education Manager Lisa Botts get dirty for charity at the Paul Mitchell-sponsored “Muddy Buddy” event.
ecnad a mrofrep nerdlihc ehT
Reinhold Wild and Noah Wild of Wild Beauty in Germany make their new office building eco-friendly with energy-saving solar panels.
we care
John Paul Mitchell Systems employees spend a Saturday afternoon volunteering at the Los Angeles Food Bank.
John Paul and Eloise DeJoria pose with Robert and Linell Shapiro at the Brent Shapiro Foundation event to educate youth on the dangers of drug use.
Future Professionals from Paul Mitchell The School – Sherman Oaks hold a cut-a-thon benefiting the Challenged Athletes Foundation at the Malibu Triathlon.
The teams from Vanguard Salon Systems, Twisted Scissor Salon & Emmanuel’s Salon in Alabama hold a cut-a-thon for charity.
Elite Salon Systems and Paul Mitchell Salons raise $50,000 for breast cancer research and awareness with a month of fundraising activities, including the in-salon Pink Ribbon Program, cut-a-thons and the Pink Party gala.
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education
spring 2009 events Paul Mitchell Events March America’s Beauty Show March 28-30 • Chicago, IL For tickets call: (815) 744-3384 please ask for Salon Relations
April Fargo Art of Hair April 4 • Fargo, ND For tickets call: 1-800-233-3141
West Coast Spring Style Show April 26-27 • San Jose, CA For tickets call: 1-800-544-9227
Advanced Academy
Paul Mitchell The School Advanced Academy Costa Mesa, CA • Sherman Oaks, CA • Salt Lake City, UT • Orlando, FL Frederick, MD • North Haven, CT • Chicago, IL • San Francisco, CA To register, visit www.paulmitchelltheschool.com.
March March 1-3 March 8-10 March 15-17
April 19-21
Edmonton ABA Show
June
Heil Fashion Focus
June Premiere Beauty June 7-8 • Orlando, FL For tickets call: 1-800-335-7469
Spring Fashion Focus June 7-8 • Seattle, WA For tickets call: 1-800-544-9227
To learn more about these and other Paul Mitchell events, log on to the Paul Mitchell Professional Web site at www.paulmitchell.com.
3-Day Core Color
Orlando, FL
3-Day Core Cutting
Frederick, MD
3-Day Adaptive Cutting
Sherman Oaks, CA
3-Day Core Color 5-Day Core & Adaptive Cutting
San Diego, CA Chicago, IL
May May 3-5
May 31 – June 1 • Nashville, TN For tickets call: 1-800-362-3186
San Diego, CA Orlando, FL North Haven, CT
April
May May 3-4 • Edmonton, Alberta, Canada For tickets call: 1-800 -268-6644
3-Day Adaptive Cutting 3-Day Men’s Haircutting 3-Day Core Cutting
May 31- June 2 June 14-16 June 14-18
departments
Sports Marketing
events
Whether you’re in the mood to hit the slopes or catch a wave, we’ve got a sports marketing opportunity for you. Sports marketing events offer your salon a fun and easy way to get involved in your community, encourage teamwork and give back to worthy causes. Get in the game at a Paul Mitchell Sports event near you.
NEW! Featured In-salon Education Our in-salon classes offer the knowledge and support you need to boost your business and develop your creativity. Contact your John Paul Mitchell Systems Distributor or Salon Consultant to learn more.
March 5-8, 2009 AVP Crocs Tour Panama City, Fl March 6-8, 2009 Burton Super Demo Tour Stowe, VT
The Blonding System • Freshen your blonding skills with time-saving tips and new techniques featuring Dual-Purpose Lightener and new Lighten Up
March 7-8, 2009 Xterra Winter World Championships Snowbasin/Ogden, UT
• Learn proven strategies for boosting your blonding business
Angus M - Volume 3 The Trilateral Collection
March 12-15, 2009 AVP Crocs Tour Daytona, FL
• Learn four geometric haircuts in short, medium and long lengths, plus four fresh color techniques
March 13-15, 2009 Burton Super Demo Tour Waterville, NH
• Discover innovative styling and finishing options
E xpress Way Collection featuring Paul Mitchell Pro Tools
March 14-15, 2009 USSA Snowboard Grand Prix Championships Killington, VT
• Learn three haircuts, three quick color techniques and nine different styles showcased in the Express Way Collection • Learn to maximize your time and creativity using Paul Mitchell Pro Tools
Visit www.paulmitchell.com for a complete list of sports marketing events.
All sites and dates are subject to change.
March 15, 2009 USSA Paul Mitchell Progression Session Killington, VT
March 18-22, 2009 Burton US Open of Snowboarding Stratton Mountain, VT March 19-22, 2009 AVP Crocs Tour Glendale, AZ March 27-29, 2009 Roxy Chicken Jam Mammoth Mountain, CA April 2-4, 2009 Team Paul Mitchell Karate Ocean State Grand Nationals Providence, RI April 5, 2009 Nautica South Beach Triathalon Miami, FL April 17-19, 2009 AVP Crocs Tour San Diego, CA April 24-25, 2009 Quebec City Open Quebec City, Canada
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backtalk Colin Caruso Paul Mitchell Platform Artist Colin Caruso plays many roles in a given day—owner of the successful CARU salon in Hoboken, New Jersey; platform artist; husband; father of three; and most recently, 2008 Educator of the Year. We caught up with Colin somewhere between a full client schedule and packing for a trip to Europe. And with his usual modesty and candor, this regular guy gave us the scoop on his art, his inspiration and his work on-stage and off.
Three words that describe you:
driven, honest & real 62
back talk Why did you decide to become a hairdresser? I was a skateboarder and changing your hair color was big in that culture. I started coloring my hair and doing it for my friends. In high school, guidance counselors kept asking me what I wanted to do and my mom suggested that I do hair. She saw the artistry in it. It was just part of who I am.
I skateboard, I go to the gym, go to football games, hockey games, concerts. And I spend as much time as possible with my family—go to the beach, on little vacations here and there.
What inspires your art? Reality is what inspires me. My job is part artist and part housepainter from Sears. I try to make people happy and take what’s in my client’s head and turn it into reality. On a broader scale, I look to the usual things like fashion, street culture, art and trends my staff at CARU are creating.
How do you balance your roles as salon owner, platform artist, husband and father? Why do you love being a platform artist?
Who do you admire? Bruce Springsteen because there’s an honesty and genius in his music. Even though he’s a huge rock star, he seems to know what’s really important to him. Maybe it’s a Jersey thing but he’s always been an inspiration to me. Also James Dean, the original rebel. He was a trendsetter without being trendy—a true American icon. And my parents—now that I’m a parent I see how hard it is. They believed in me, and my mom always took my side, even over authority figures.
What’s your favorite place in the world to visit?
I want to go out there and make a connection, even if it’s just one person out of a 1,000. I want to do what Robert [Cromeans] did for me—let people know there are no limitations; you can be as successful as you want to be.
What goes through your head before you get on stage? Do you get nervous? I used to get nervous but now I actually yawn a lot before I go on stage—my body slows down when I’m nervous. I’m more comfortable on stage than off of it.
It’s all about communication, believing in people, and letting go. I have 24 employees and three children. I just wake up and say, today I’m going to be a good father, a good husband, a good leader. I try to do those equally. It also doesn’t hurt that I have an amazingly loyal and supportive wife, salon manager and staff. A big thanks to them for believing in me—I love you all!
What’s on your iPod? Bruce Springsteen, Pennywise, Strung Out, Jack Johnson, Toots and the Maytals.
What book have you read lately and loved? Good in a Room by Stephanie Palmer is amazing. It’s great for hairdressers; it teaches you how to extend relationships and pitch ideas.
The Jersey Shore.
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