YEAR 6 ISSUE 1
Legend Grande
Phoenix
Experience the Italian Fashion Dallas Black
Nancy Styling Chair
Dallas Brown
nancy
lunaire
pluto
Chicago Brown
Chicago Black
forma
Anthony Nader Salon
speed up processor
typhoon no net dryer
atomix steamer
Brooklyn Black
Brooklyn Red
Brooklyn Brown
Experience the Italian Fashion
Anthony Nader Salon Nancy Styling Chair
Apollo II
nancy
pluto
lunaire
Sportsman
Dainty
“One Stop Men’s Grooming” forma
speed up processor
typhoon no net dryer
atomix steamer
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CONTENTS
ON THE COVER Joiken
REGULARS
10 Editors Letter 58 Snippets
FEATURE
12-14 Barber to Celebrities 18 Blackmarket Collective
BARBER PROFILE
16 Envy the Barbershop By Sherridan Kyle 20 Ben “Sugar” Kane By Ziyad Nicolas 22 Cowboy Barber By Rick Wilcock 26 Do What Makes You Happy By Hiawe Bercich
PROFILE
28 What’s Going On At Reeves & Co 30 The Male Tools & Co. Depot Original Formulas 32 Enhancing the Barbershop Experience with Milkman 48 Road Test: The Beret, Super Close Trimmer By Brett Walden
EVENTS
34 Barbershop At Brisbane Hair & Beauty Expo 2017
COVER 20
FASHION
36 2017 Trends, Mens Accessories
COLLECTIONS
38-38 54 by Matt Stark fort Stark 40-41 Strange Times By Jason Hall
AHFA MENS HAIRDRESSER OF THE YEAR FINALISTS 42 Fred Lemarche 43 Rob Ferlaino 44 Sebastian Joseph 45 Madison Voloshin 46 Uros Mikic 47 Tori Gill
BUSINESS
50 Hidden in Plain Sight By Justin Herald 52 Get Acquainted with Snapchat By Sujan Patel 54 Building Business with Storytelling By Neil Osborne
BLOGSPOT
56 Is 2 Better than 1 By Steve Corthine 57 Letters from the Chair By Ben Kelleher
28 43 46
Joiken 02 8781 0123 www.joiken.com.au
HOT
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S TE AM
Now in its 4th year the 2017 Australian Hair Industry Awards represents the benchmark of business excellence!
Gala Awards event Sunday 26th March 2017 | 7.30pm till late
Plaza Ballroom, BCEC on Grey St Southbank, Brisbane
TICKET INCLUDES A La Carte Menu Beer, Wine and Soft Drinks Celebrity MC Great Entertainment
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H
BARBER SHOP PUBLISHER
Linda Woodhead linda@mochapublishing.com.au
EDITOR
Lance Liufau lance@mochapublishing.com.au
ADVERTISING MANAGER Nina Barbara nina@mochapublishing.com.au
editors letter
ART DIRECTOR
Kellie Woodhead kellie@mochapublishing.com.au
ADMINISTRATION
Jess Richmond jess@mochapublishing.com.au
CONTRIBUTORS Lance Liufau Sherridan Kyle Ziyad Nicolas Rick Wilcock Hiawe Bercich Brett Walden Justin Herald Sujan Patel Neil Osborne Steve Corthine Ben Kelleher
OFFICE
PO BOX 252 Helensvale Plaza Qld 4212 P: 07 5580 5155 F: 07 5580 5166 mail@mochapublishing.com.au www.mochapublishing.com.au
As Barbers we look at each other and say to ourselves, “we all do the same thing and we are all in this together”. Just as much of this is a very true statement, I cannot help but ask myself, “Is there different types of barbers or different variations of barbering?” My answer to that is “YES”, and in this particular issue you will witness exactly that. We have barbers from right around Australia and each and every one of them not only have an individual style of the way they cut hair, but it also shows in their personality.
PUBLISHERS OF
I also believe that this is something that we must celebrate as barbers also, because whether you like it or not, we all know that not every client or customer is going to feel completely comfortable walking into any barbershop that they come across. Not to say that this is the barbershop fault, but more so the fact that people in general are diverse and have their own personal differences. So as an industry, we have done very well in catering to the masses and providing such unique atmospheres so that each individual client can find a certain barbershop and barber to receive their grooming services customised to the way they like it.
Barber Shop is published four times a year by mocha publishing ABN 65 091 846 189 No Part of the publication may be reproduced in any manner or form without written permission. Barber Shop does not accept responsibility for unsolicited manuscripts, transparencies, original artwork or other material. The views expressed in Barber Shop are not necessarily those of the publisher.
Now that…we can be proud of. So if you are a barbershop owner and you have worked hard to create a certain vibe in your shop to make your clients feel at home then give yourselves a huge pat on the back because you have helped in the cause of achieving this. In closing I would also like to congratulate all barbers for not only fitting in with the shop that they are in but for continuing to participate in the growth of our wonderful industry and also the craft that we love so much.
DISTRIBUTION
Australia Post - Print Post 100005498
PRINTING APN
PUBLISHED BY mocha publishing
HAIR BIZ, Beauty Biz, Australain Image & Barber Shop
No responsibility will be accepted if the publication is delayed or prevented by factors beyong the control of the publisher. No responsibility will be accepted for errors in copy, or for any loss arising from the failure of an advertisement or any part thereof to appear. © 2017 mocha publishing All rights reserved.
Like I always say, “Never stop learning, stay on your grind and keep it TopShelf”
Lance Liufau
Lance Liufau Editor – Barbershop Magazine Instagram: @lance_topshelfbarber
DESIGNED BY BARBERS
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FOR BARBERS
Barber To Celebrities Senifa Kay Tutagalevao AKA Kdawg, was born and raised in Mangere East, South Auckland, New Zealand and has been living in Melbourne for the past 6 years.
“I was sweeping up and in walks New Zealand and local Rugby League Legend Ruben Wiki, I was hardout starstruck!� 12 Barber Shop Year 6 Issue 1
Growing up as a kid, he always experimented with different hairstyles, especially in his younger days when he had to somehow work with the “ugly haircuts” his dad chose for him at the hairdressers, or the ones his dad or brothers would give him when they had nothing else better to do. “Those haircuts with no sideburns still haunt me to this day!” he says. “I had my first legit fade and barbershop experience at the age of 13 when my older brothers took me to see their barber and good friend ‘Kep’ out in 3 Kings, Auckland. I was buzzing off the entire experience and was hooked from there.” Once Kdawg finished high school, he knew he wanted to do something with his life and thought about doing a course that he would like and one that could teach skills that he could actually use, instead of doing a course such as “travel & tourism” or “I.T” that everyone else seemed to be doing, only to end up working a completely different job that had nothing to do with computers or any travel or tourism! “I remember asking myself: ‘What skill or trade would I really like to learn?”, he says, “and the answer was easy... BARBERING! And so it began…” Barbershop magazine spoke to Kdawg about how this decision worked out for him and where it has taken him in the workd of Barbering. How long have you been barbering and where did it all start for you? I’ve been barbering for 11 years now. I did a 3-month course at Mr Barber Training Centre in Auckland in early 2006. My second-to-last day of the 3 month course, a guy called the Training Centre saying he was looking for an apprentice, we got to talking and then the next week I was starting my first official day as an apprentice under Allan Tonkin, owner of what would be my learning and training centre for the following 6 years (the best place I could ever ask to start my barbering journey) New Flava Barbers in Papatoetoe. Alz was one of two main mentors/ teachers during my time there, the other being the OG, Sye Kuilouass. At New Flava Barbers, I literally started from the bottom, I spent a lot of time sweeping floors and cleaning while watching Alz and Sye go through their process of fading, I eventually went on to doing “supervised haircuts” on my 13
Barber Shop Year 6 Issue 1
test dummies (my boys and older brothers haha) How did you come to realize that you could become a recommended barber for celebrities that visit Australia and who was your first celebrity? My first celebrity encounter was in my first week at New Flava Barbers. There I was sweeping up and in walks New Zealand and local Rugby League Legend Ruben Wiki, I was hardout starstruck! Even though I wasn’t the one cutting his hair, I couldn’t turn down the opportunity to get a pic with the man himself. The first celebrity I actually got to cut up was another National Rugby Legend Eric Rush, he didn’t mind letting an apprentice practice on his hair, which was cool lol. Rubz and Rushy were regulars at New Flava Barbers along with many other NZ athletes, music artists and some television & radio personalities, so it became a normal thing seeing celebrities in the shop and cutting them up during my time there. The first International celebrity I got to cut up was Westcoast rapper ‘The Game’. That came about when one of my boys saw Game tweet that he was looking for a barber in Melbourne, so he sent my details to Game and next thing you know, I’m getting a phone call from Game’s Manager asking if I was free to come through and cut up his whole crew. It all started from there, Game and his people referred me onto other artists who were touring Australia and those artists referred me onto other artists and so forth, that’s how it all blew up. Since you started cutting up celebrities, has that made any change to your reputation and clientele base? When I first moved to Melbourne, I found it hard to get clients at first coz I didn’t know many people, but after posting my pics with Game up on Facebook, I started getting a lot of attention and that’s how it all started. Social Media has really made it easier for us barbers to promote ourselves, especially for me. Cutting up celebrities has really helped me build a diverse client base, I’m really fortunate to have that. Most of my clientele are referrals from other clients, I’m a firm believer in letting your work speak for itself, that’s why I hardly take any photos of my cuts or post them up. They say that if you give someone a good haircut, they tell 3 people, if you give them a bad haircut, they’ll tell 8 people. It proves that you don’t need to work for a big or well-known shop or have the most followers on social media to cut up celebrities, cont’d on page 14
cont’d from page 13
as long as your cuts are consistently on point, people will refer you on to other people regardless of what shop you work for, even if you’re just cutting from home like me lol. The thing about cutting up celebrities is that you don’t get notified until the day or if you’re lucky a day or 2 before they want a haircut. There have been times where I’ve had to pass on cutting up celebrities because I didn’t want to bail on my everyday clients, some people will drop everything to go cut up any celebrity, but one thing I’d never do is cancel or reschedule my clients just to cut up someone famous. I honestly dislike the term “Celebrity barber” because at the end of the day it’s my everyday clients that pay my bills Sometimes, if I know one of my clients is a big fan of a celebrity I’ll be cutting, I’d take them along with me. I was able to help give a client of mine the opportunity to attend one of Mark Hunt’s training camps in Las Vegas before a fight and fast forward a few months, he’s now attending his 3rd fight camp at Mark’s request as one of his training partners. It’s really rewarding to be able to give back to my clients to show how much I appreciate their support.
the week before to your house for a haircut! #5. ALL BLACKS & MANU SAMOA: I’m a huge Rugby Union fan and a real staunch All Black supporter. (The only time I don’t back the ABs is when they play my Manu Samoa lol) 2015 was a historic moment for both teams when the ABs travelled to Samoa to play against our National team at home for the first time, I was fortunate enough to not only be there for the occasion, but I got to cut up both teams before the game, was given free tickets to what was meant to be a sold out game and then ended up celebrating with all the boys after the game.
Which celebrity experience has been the most memorable to date? I don’t really have 1 memorable experience; it’s more like a Top 5: #1 J.COLE: Whilst cutting J.Cole, I got to listen in on phone conversations with Wale, Miguel and JAY Z on loudspeaker about a track they were working on. While he was on the phone with Jay Z, I could hear Beyonce and their daughter Blue Ivy in the background and I remember thinking to myself, this is the closest I will ever get to being in the same room as the Carters lol. #2. BRUNO MARS: First time ever getting to cut an artist backstage during the actual concert. I got a last minute call asking if I could cut up Bruno and his crew, so when I got there I’m setting up and all you can hear is Miguel doing his set on stage. We all like to jam our music when we’re cutting hair at the shop but it was something else cutting up Bruno Mars and his crew while they were singing and dancing along to Miguel singing live on stage! #3. BEN SIMMONS: It was cool enough just cutting the 2016 No.1 NBA DRAFT Pick and the guy dubbed “The Next Big Thing” in NBA, but then for him to give you his actual playing jersey and signs it out to you...ok that’s nek level! #4. MARK HUNT: The Super Samoan. Not many people can say they’ve had a current ranked Top 10 UFC Fighter come straight off the plane from an Interim title bout
If there is one particular celebrity that you would like to meet and chop it up with whom would that be and why? Well, even though he doesn’t have any hair, I’d say Dwayne “The Rock” Johnson. Only so I could get a photo with him and my kids. I made my kids believe The Rock was their Uncle a while back and every time they would see The Rock on TV they would say “Dad, Uncle is on TV again!” So now they can’t wait to go school to tell all their friends that their Uncle is the voice of Maui from Disney’s Moana for show and tell lol. Other than The Rock, I’d like to cut up Kevin Hart one day just coz I know it would be just one massive laughing session.
Besides providing services for celebrities what is a day in the life of Kdawg The Barber like? Repetitive. Wake up, get ready for work, walk to the pool house, cut all day, walk back to the house, eat dinner with the family and get ready for bed lol I try to spend as much time with my family when I’m not working, even though I work from home, the only time I get to see my kids is when I drop them off to school in the morning and by the time I finish work everyone is already in bed.
“They say that if you give someone a good haircut, they tell 3 people, if you give them a bad haircut, they’ll tell 8 people.”
Instagram: @kdawgzt_hof
14 Barber Shop Year 6 Issue 1
Envy and The Barbershop BY SHERRIDAN KYLE
I grew up in East Gippsland, rural Victoria. My family are 4th generation farmers and I grew up with over 1000 acres as my backyard. I was born with Cystic Fibrosis and was diagnosed at 6 weeks old, for my parents the outcome wasn’t great and they were told that they should expect me to only live a short life. Despite all olds my parents kept me healthy and strong both physically and mentally. They always knew I could do anything and never treated me differently than my older brother and sister. My Mum has given me all of her creative genes, and all the hard work and determination comes from my Dad. As I went through school I always liked to push the boundaries and never liked being told I couldn’t do something. I decided to leave school at 15 to begin a hairdressing apprenticeship, being so driven to learn more and do more, I finish my apprenticeship in just over two years. With the push from my Mum and Dad who believed I could, I opened my first salon on my own at 19. They helped me get together with a fresh coat of paint, a few chairs and the bare essential tools to get me started. Building on from there, I trained my first apprentice, who is now still with me today. Running a business as a successful colourist and ladies stylist wasn’t challenging enough, I wanted more. Through my career I have attend dozens of cutting, colouring and styling courses, I have worked to the best of my ability, and then worked harder. If there was a show I could get back stage on or prep work for a photo shoot I could do, I would be there. I was always the first to put my hand up. Sometimes I’d bite of more than I could chew, and push myself harder than i should. A few years ago I was asked to work with Benni Tognini for a hair show in Melbourne, there was no way I wasn’t going to be there. I had been sick for weeks prior with chest infections and other complications from my Cystic Fibrosis, the night
before I was heading to Melbourne, (I live 3 hours away), I was so sick that I was airlifted in the middle of the night for treatment with my specialists. After begging and pleading with my doctors all night, and promising that I would come straight back to the Monash Hospital when I had finished working, they discharged me at 9am so I could be there to work alongside Benni, just see him work was worth it. I was always taught to respect my elders, and Barbering is the oldest area of our trade. I respect and devote myself to the art that it is. To me, Barbering is the fundamental for this crazy world of hair I’ve had such a love affair with. The longest, most successful relationship I’ve ever had. But I wanted to become more than just a “hairdresser”. There were no courses or training in Australia that I found to push me far enough. I searched further, to the other side of the world. I found I could not only receive a certificate, but a diploma. So I moved to London in 2015 to complete my training. I headed over there as a student, but after a couple of weeks I was offered a position as a educator and trainer instead. That’s where my passion really comes in. Over the years I have learnt from some of the most incredible guys and girls in the industry, it would be selfish not to share my knowledge. Seeing that look in someone eye when the light comes on and they just click, they get it. That stuff sets my heart on fire. After a full on 6 months of learning all I could in that time about my craft, I came home with big dreams. 3 months after landing back in Australia, I opened my own Barber Shop, the only one in our region. 17 Barber Shop Year 6 Issue 1
“I was always taught to respect my elders, and Barbering is the oldest area of our trade.” I hold our Beauty, Hair & Barbering services to the highest standard. We are the place you can bring your girlfriend, your Mum or your brother and they will all have a great time. The front doors open into our Mens only Barbershop, behind that is Envy, our ladies hair salon and beauty treatment rooms. My team share the same dreams and devotions that I do, they inspire me everyday with their ability to learn and grow. Team work makes the dream work.
Blackmarket Collective Based in Robina, on the Gold Coast in QLD, Blackmarket Collective are a collective of artists and unique talents, providing excellence with a fresh taste of street culture consisting of 3 key elements:• Barber Services • Tattoo Artists • Streetwear apparel The BlackMarket story is one of ambition, perseverance and above all a genuine passion towards their customers and the services they provide. With an abundance of talent and combined experience they wanted to create the FIRST one stop shop concept store, which enabled their customers access to all three lifestyles. Heavily Inspired by travelling, and the many sub street cultures they embrace and encounter on a day-to-day basis, BMC aim to develop their concept to continue to have that competitive edge and impressive attribute of ALWAYS being in front of the game. In a saturated market they stand proud knowing that others may try to replicate but can never duplicate what they have built. In the heart of the store is a dedicated team of artists that offer next level skills and loyalty. The Black Market Collective believe in having a positive mentality and 18 Barber Shop Year 6 Issue 1
strong work ethic towards all aspects of their business. Never standing still and constantly looking at growing not just their store and customer base but enabling the artists to shine as they so rightfully deserve. Owner, Russell Maich says “I wanted to open my store and start this concept because I see the connection between Tattoo and Barbershops in regards to culture, especially the customer service and social aspects of the industries. To have a cool in-house designed street wear range is a bonus and adds an extra element to the brand.” “In the last 5 years, the barbering industry has boomed and the $10 hairdressers are no longer sufficient to meet the personal or professional needs of men. The demand for clean fades, cutthroat precision & attention to detail, is now trusted to experienced professional Barbers. Barbers who are passionate about their craft, and understand the needs and wants during the grooming procedures of a modern gentleman. Our barbers provide experience and versatility, combining traditional styles with modern fades as well as hair designs and cutthroat shaves.” “The BlackMarket Collectoive is definitely a “lifestyle” store and we all enjoy our jobs with a passion, which reflects in our quality of work. “ Instagram: @blvckmvrketcollective
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FOR BARBERS
BEN “SUGAR” KANE AKA - benwardscissorhands BY ZIYAD NICOLAS
Ben first came to my attention when I interviewed Frank, the Director of Alpha Barbers, Melbourne. I like to ask other Barber’s who their favorites are so I can always be inspired by new work.
Ben’s work is at an international level. Just by looking at his cuts on his Instagram you can see the detail in his work is truly impeccable. Clearly he’s not part of the minority that use Photoshop and filters to make their fades look cleaner and disguise the unwanted strays at the crown. Ben grew up in Country Victoria where he started his apprenticeship at the age of 15 at a shop called The Stag. At 16 he moved to Ballarat from Maryborough, as the daily commute was too much. Having very supportive parents allowed Ben to pursue his passion. Alan Roberts, (owner of The Stag) taught Ben everything from freehand flat tops to precise scissor over comb. The Barbering foundations were developed early on.
After 5 years at The Stag Ben moved the Melbourne’s Western suburbs where he joined Salon Vogue. Here he had trained extensively through both ladies and men’s hairdressing and within 5 years worked his way up to management. Whilst working at the salon Ben was offered a position at the Gordon Tafe in Geelong teaching cert 3 and for those that want to up-skill he also offers a non-accredited Barber course. After 5 years in a salon Ben wanted to get back into barbering…. This is where his true passion is. It was then he came across Rokkman Barbers (before it started) where he met Rob Ferlaino the director of Collins Street Rokkman and he also met Maurice and Tony who are the creators of highly award winning Melbourne salon group Rokk Ebony. 20 Barber Shop Year 6 Issue 1
“They sold me the idea of Rokkman barbers. I new instantly that this was where I needed to be so I started alongside Rob as an employee whilst also voicing my want for my own shop one day. After building this brand for a just over a year from ground up a space in Toorak came up and that was my opportunity to own my own Rokkman” I spoke to Ben to find out more… LEAVING HOME AT SUCH A YOUNG AGE, DID YOU FIND THIS GAVE YOU MORE DRIVE AND MOTIVATION TO SUCCEED IN BARBERING? Leaving home at a young age did give me more motivation to succeed as I felt I
“We are educating as much as possible as we feel that this is the only way to grow personally and professionally”
needed to prove myself because that I was quite young. Also gave me a level of maturity to be able to connect and speak to all different people. WHAT INSPIRED YOU TO GET INTO THE TRADE? Going to the barbershop with my dad was a part of what inspired me but also the art behind creating good hair was a big part of it to. RUNNING YOUR OWN BUSINESS AND BEING MARRIED WITH KIDS, HOW DO YOU FIND TIME TO BE INSPIRED, AS WELL AS TEACH AT AN ACADEMY? It’s quite difficult to mange my but I try my best to make the most of my time with everything I do and to use my time wisely. I enjoy being busy and my mind being full. WHO DO YOU RATE IN AUSTRALIA AS YOU’RE FAVOURITE BARBER AND WHY? Favourite Barber in Australia is a hard one, Firstly the barber who taught me Traditional Barbering at 15 Alan Roberts, barbering like that is a dyeing art. Rob Ferlaino my partner in crime showed me a modern level of barbering. Jordon Mckenny who helped fine-tune my skills and is highly precise in the way he fades. 21 Barber Shop Year 6 Issue 1
WHO IS YOUR NO.1 INTERNATIONAL BARBER? The guys from Menspire are creating some great things at the moment but also very strong with education and I think that’s the most important. IF YOU WERE TO WORK OVERSEAS AS A BARBER WOULD YOU PICK THE USA OR UK AND WHY? I feel I would get great experience from both but maybe the UK because I feel there’s a lot of barbering/men’s hairdressing techniques being mixed together and I believe that’s modern barbering. WHAT’S YOUR FAVOURITE GENRE OF MUSIC TO CUT TO? Happy to listen to almost anything but first preference would be a mix of old and new school Hip Hop, Biggie Smalls/Kanye West With a now solid team of Ben, Matilda and Fraser with booked out columns weekly they are constantly growing and also looking for a new barber to join the team. Do yourself a favour; if you haven’t checked out @benwardscissorhands do so.
Cowboy Barber BY RICK WILCOCK
22 Barber Shop Year 6 Issue 1
Being a 26 year old country boy in the midst of the barber world is not something that is often heard of. From the beginning, I would have never dreamed that I would follow in the footsteps of my Pop and my mother, and become a third generation barber.
As a teenager and right into early adulthood, I was more than happy putting the hard yards in as a full time concreter, even doing a stint on a cattle station in outback Queensland. However as time went on, and stories of the barbering world were shared throughout my family, I began to think... Was this really where I wanted to be in 10, even 20 years time? The passion in my career had all but disappeared. The passion I had for hard work, dedication, and good old fashioned service was soon rediscovered when I took the plunge and shipped off to New Zealand Barber School in 2014. The Mr. Barber Training Centre soon opened my eyes as to what life could have been like all these years. Surrounded by people with a passion for barbering as strong as my own, and I soon found myself excelling and sailing through the training. I guess spending all of those years in the barbershop with my mum as a young boy had worn off on me, even if it was 20 odd years later! The passion for barbering all started with my now 89 year old pop, Gordon “Doey” Elliott in 1945. He was a leading seamen at the time, and self taught barber. He began cutting hair for the rest of the crew in the navy on the ‘HMAS Quiberon Destroyer’ ship. He followed this passion whilst in the navy for a further 13 years. In 1958, he opened up a barbershop in Moama NSW, the sister town of Echuca VIC, on the Murray River. In those times, he operated as not only a barber, but a tobacconist and an SP Bookie. Times hit a rough patch, when the ‘Beatles Haircut’ became all the fashion. Many barbers were put out of business, with men now opting for a long style cut, as the Beatles had. Pop had to drive around Victoria as a Tobacconist, selling tobacco to individuals to try and make ends meet, whilst sleeping in the barber chair
of a night time. After the ‘Beatles Haircut’ phase diminished, business began to pick up again. In 1969 he then opened a new shop in Echuca, but was now known as a mens hairdresser to keep up with the changing times. Pops daughter Maree, my mum, then joined pop as a hairdresser in 1975. Pop worked until he was 78 years young, ending his 50 year stint as a barber. In 1978, mum purchased the shop next door to pops, and that’s when Gems Hair Design For Men was born. Mum has been running this shop until the current day, earning awards over her life as a hairdresser. She has won Apprentice Of the Year as a young woman, was asked to teach at the Hairdressing Academy in Melbourne, and gave me the opportunity to attend Barber School in New Zealand. Without these two major influences in my life, barbering would never have been a career I could of seen myself doing, and now I live for it. In 2016 we opened a new barbershop in Echuca, known as High St Barber, in the Historic Port Area of Echuca. This is where I continue to run the shop, and exercise my barbering skills. Everyday is a learning curve, and everyday there is a fresh new challenge that awaits me. My cutting skills are improving on a daily basis, and my client base is continuously growing. I am currently the only male old school barber left in Echuca, which to me, is a great honour and achievement. Barbering is the most rewarding career I could have asked for, and I hope to continue this family tradition for many years to come. High St Barber is situated at 560 High St, Echuca, VIC
23 Barber Shop Year 6 Issue 1
DO WHAT MAKES YOU HAPPY BY HIAWE BERCICH AKA BIGGE THE BARBER
Born in Whangarei, New Zealand 1993 and raised in the suburbs of Sydney’s west, my journey began from here, there and everywhere. One day I sat in tears with the grasp of my father’s hand as he laid calmly in a hospital bed. He found strength to give what soon were to be, a few last words of wisdom, which I hold very dearly. …’’Do What Makes You Happy ‘’ Who would’ve guessed from watching my father getting the classic Flat top done by our Barber Andy in Ingleburn, Sydney, that 12 years later I would be standing behind a chair doing the same thing. From humble beginnings in my Aunt’s Backyard in Kalgoorlie to now one of the top barbers in Perth… I know I have found my calling. It was on another day where I sat on my day off from working security, eating maccas that I stumbled into a barbershop with only a couple of mirrors, a concrete floor, a TV, play station and reggae music. I was greeted by an English lad, Sonny Kirton. I sat and observed him provide a
service I had never seen before and at the time, in my eyes, the freshest barber around. We soon built a friendship when he found that I to loved to cut as well. The barbershop’s extended family included the humble presence of Quinten Calder and the fierce fades of Lisamarie Ragone. I was blessed to be around 30+yrs of knowledge and experience combined, which helped me take my skills to new heights. Under their guidance, I have been humbled to have achieved 1st Junior Freestyle W.A.I.H.S 2015, 3rd in Senior state Champs 2015, 3rd Traditional Haircut 2016 W.A.I.H.S, 1st Hair Art 2016 W.A.I.H.S and 1st Overall Champion W.A.I.H.S. I soon found my passion and wanted to be better, even stronger, so I started to look for change, something to establish myself and keep me grounded. That’s when the idea to attain an Australian certification
“I was blessed to be around 30+yrs of knowledge and experience combined, which helped me take my skills to new heights.” for Barbering hit me and I decided to look back to the east side of Australia. To be a Licensed Barber overall is now my main Goal, I’m currently at TAFE in Newcastle and have only a few months to go. But to go back and do things from the start is the way I feel I will take my skills to even greater heights. I am passionate about being more confident with every aspect and terminology and technique there is to becoming a master of this craft. Some may ay that I don’t need to do this and I am truly humbled to be at their service, but I believe one day Barbers all around Australia will need a license to do what they love. By being ahead, I believe one day I can help guide our industry along with many others, in this journey into doing things right. We all should aspire to inspire, uplift each other to becoming better then yesterday.
What little good we do today will form to be bigger and better for the future ahead. So I say now to all who may read my words, no more shortcuts, no more quick courses. Learn to be a genuine all round knowledgeable craftsman of the art in Barbering so that we can provide our services to everyone in our community and all ethnicities. Don’t be stuck to one style or one type of clientele, up skill and have variety under your belt. That I believe is key to being the best we can be individually so we may never get bored or burnt out and lose passion for this art. I know I will die behind a chair but before that ever happens I will live, love and continue to provide daily, the best service I possibly can…. After all THAT is what makes me HAPPY! Instagram: @bigge_the_barber
27 Barber Shop Year 6 Issue 1
What’s going on at
Reeves & Co? Known as an industry leader, Carl Reeves is a creative mentor and consultant who has spearheaded an education platform for younger stylists. His view of his experience and global reach as a legacy and not just an achievement, reveals the deep respect he has for the craft, the future and the creativity that drives him but there’s something else quite unique about Carl that we thought was worthy of a little spotlight.
28 Barber Shop Year 6 Issue 1
Reeves has launched his own brand of fabulously cool bags and accessories that you’re going to have to put on your wishlist immediately. These “Reeves&Co” leather industry bags will hold all of your amazing tools while looking stylish in any salon- or anywhere, for that matter! HairBiz Editor, Kym Krey spoke to Carl recently to find out what inspired this fashionable venture. Being a successful global session stylist working across many mediums from fashion, print, TV and movies, I decided I needed to create something that would benefit the hairdresser. After working with K.M. for so long and loving that job, I originally wanted to make my own products. I had in mind a basic 6-7 product dry line for session stylists and hairdressers who loved building textures in hair to achieve their hopes and dreams, but as we all know, this is a supertough and expensive side of the market and is now very saturated. I sat at my friend’s house in Byron Bay and thought about what the market doesn’t have; where the stylist is let down by style and quality. Reeves&Co Bags were born! I started looking at my kit to figure out size and dimensions and drew up 5 different bags to be sent off to sample stages. During this time, I picked the brains of the people I respected most in the industry and produced my first orders. Now, we’re slowly moving forward and getting a lot of orders from my old K.M. families in Europe and America. Alan White and Belinda at Alan White Anthology have also been so supportive and started to stock my bags as well, which really helped me gain the confidence I needed to push on as it’s tough on limited resources. Now I have full leather and vegan options as well as an amazing full duffel bag which doubles as a kit bag or overnight bag and I’ve moved into sunglasses which has been a blast!!! Having people like Eugene Soleiman, Jen Atkin, Harry Josh, Alan White and other massive global session stylists using your bags is amazing!!! I’m now branching out into a lifestyle brand rather than solely the hair industry and it’s looking amazing too! I have rad T-Shirts, jeans, hats and other cool apparel projects on the go, as well as still flying around with my education commitments and being a dad! It’s all incredible and so busy but that’s what keeps our blood moving though our veins. Looking ahead, I also want to invest more time mentoring younger stylists and even people in general. I’d love to help them achieve their goals in life and take on the world! To order please visit the website www.reevesandco.net 29 Barber Shop Year 6 Issue 1
THE MALE TOOLS & Co.
DEPOT® ORIGINAL FORMULAS
Having just officially launched into Australia in January, DEPOT Male Tools & Co is set to make waves by bringing timeless and contemporary style back to mens grooming products. Designed and manufactured in Milan with bespoke formulations, fragrances and packaging, the brand has proven to be a global success and this success is now available to professional barbers + salons Australia wide. DEPOT® celebrates the tradition of men’s grooming with an advanced and comprehensive concept. The sophisticated yet simple targeted products that make up the range are modern must-haves based on traditional formulas: true classics updated for today’s man.
30 Barber Shop Year 6 Issue 1
DEPOT® offers a complete range of men’s products to meet the demands of a changing men’s market, molded to fit their needs. Specific, high quality products with a strong identity were created for demanding professionals in the male market. Revisiting the original formulas of classic men’s grooming treatments, with modern, sophisticated and technologically advanced reinterpretations. DEPOT® true classics, updated for today’s modern man. For more information, head to:www.depotmaletools.com.au Available Now through Conceptual Brands:-1300 110 032 reception@conceptualbrands.com.au
For the well groomed modern man . DEPOT is a complete and sophisticated line of men's products that celebrates the tradition of men's grooming. True classics, updated for today's modern man.
Enhancing the Barbershop Experience with
MILKMAN
Milkman Grooming Co is proud to introduce their “Clear Shave Gel”. The Gel is a result of two years of research and development and made using knowledge gathered in conversations with over 100 Australian barbers.
“I love the fragrance, it’s very non-invasive. Excellent to do shaves with and doesn’t clog your razor. It’s also great for lineups & styling lines in the hair which is a huge advantage over creams. It doesn’t leave people red and is perfect for face shaves.”
Arthur from Mario’s & Hair by Joe
We understand that when a man enters a barber shop they are not buying a haircut, beard trim or shave they are buying the experience. Our gel doesn’t get in the way of this experience but instead enhances it. The clear gel technology has been designed in response to the needs of barbers who perform lineups, fades and full face shaves as well as addressing the concerns of all clean shaven men “is it good for sensitive skin?”. What separates Clear Shave Gel from competitors? The gel was designed to overcome the some of the negative properties of certain shaving products. Our gel curbs these problems with advantages including: What can you expect from the product? Razor-rash, ingrown hairs and nicks and cuts will soon be a thing of the past. With high lubrication and hair softening ingredients shaving with the gel is effortless, and feels more like you are brushing the hair away rather than shaving. When beard sculpting the clear gel gives you maximum visibility allowing your to style and sculpt with ease. • Perfect for Sensitive Skin • Soap Free • Paraben Free • Softens Hair • Invigorates Skin • Cool & Refreshing Fragrance • Over 100 Shaves/Bottle • Convenient Size for Professional Use • Clear Gel Technology, ideal for Lineups, Beard Sculpting & Razor Fades It contains moisturising properties that soften the hair and skin, providing a seemingly frictionless surface that allows for fewer strokes, with less effort. Who are Milkman Grooming Co? A Sydney based grooming company specialising 32 Barber Shop Year 6 Issue 1
in products for three facial hair categories “Shave, Mo, Grow”. Family owned and run, husband and wife team Ben and Jackee DeCampo disprove the notion that you shouldn’t mix family with work. This is clear through their rise from a micro-lab in a kitchen to becoming a leading facial hair brand in Australia with hundreds of stockists across the nation as well as NZ, France & the US. “We are proud to say that ALL of our wet products are made in this beautiful city of Sydney. Established in January of 2014 our mission is to keep guys ‘Fresh Between the Ears’.” Says Jackee “Every part of the user experience is important and therefore we pride ourselves on challenging customer expectations by implementing our “3 Fs” of product design.” While growth in the market is important to Milkman, relationships with existing customer and stockists is even more important. Handling their own distribution allows customers to deal with them direct allowing better service and greater value. If you are interested in trying the clear shave gel please visit www.milkmanaustralia.com Email: sales@milkmanaustralia.com Or call Jackee on (02) 97128889
“The gel is fantastic, not only as a barber to get the lines super smooth and sharp, but also for home use in maintaining beard shape!” Anthony Staltari, Barberboys
BARBERSHOP AT
The Barbershop is back again in 2017 after its huge success at the 2016 Brisbane Hair and Beauty Expo. With the stage buzzing throughout the two days of the Expo last year, it proved to be a huge hit with barber artists, and this year will be just as rockin’! Some of Queensland’s biggest names in the business will be on stage to share their skills, creating a dedicated space for barbers to celebrate their trade at the event. The Barbershop is a fantastic inspirational and educational opportunity for barbers and provides a networking opportunity thanks to its intimate environment between audience members and barbers. American Crew All Stars Lino D’Adderio, of King Louis IX, and Mark Rabone, of Esquire Male Grooming (Esq), return to share some of their valuable tips and tricks from a lifetime of barbering. Lino D’Adderio, a 2nd generation barber, has been an American Crew All Star for 10 years, and is owner and operator of Luigi and Sons Barbershop on the Gold Coast. With a career in Barbering spanning 25 years, Mark Rabone opened his first workshop in Brisbane, Esquire Male Grooming (Esq). Mark
has brought his passion, and years of knowledge for traditional and modern barbering techniques, into a modern classic environment. For those barbers who want to take their craft to the next level, the American Crew All Star boys will be running an Extended Education session – MMG – Master of Men’s Grooming, on Sunday of the Expo. Attendees will have the chance to take their barbering skillset to a new level using progressive techniques on classic shapes. This ‘look & learn’ event will give you an insight into the American Crew method of mens grooming and is not to be missed. July’s 2017 Brisbane Hair and Beauty Expo will be THE place to be for barbers, with a big emphasis put on this growing profession at this year’s event.
The Brisbane Hair and Beauty Expo will be held on Sunday 30th and Monday 31st July at the Brisbane Convention & Exhibition Centre, South Brisbane. Tickets go on sale 5th April. www.brisbanehairandbeautyexpo.com.au for more information – see you there!
Brisbane School of B A R B E R I N G
YOUR GATEWAY TO BARBERING Enrol now in the new Barber Qualification via Apprentice or Vocational Pathway. Certificate III in Barbering - SHB30516
Dual Qualification Skill Set Training Talk to the Brisbane School of Barbering today. 3229-2999
admin@brishair.com.au
www.brishair.com.au
Brisbane School of Barbering is a division of the Brisbane School of Hairdressing - RTO 32488
2017Men’s Trends Accessories Many men don’t understand just how important it is to accessorise. If you haven’t begun to accumulate accessories that you can mix and match with your outfits, 2017 is the perfect time to do so because men’s accessories are back in style like nobody’s business. Below are some of the up and coming 2017 trends for men’s accessories.
JEWELLERY
2017 is set to be a big year for men’s jewelry. Cuff bracelets, statement rings, beaded necklaces and funky pins are going to be popular in 2017. Stay ahead of the curve this year with the best accessories to match your impeccable style. Some of the most popular styles to take center stage include genuine crocodile and python leather bracelets with eye-catching designs, such as skulls. Bracelet sets that combine different styles are also set to become a big trend in 2017.
TRINKETS
Trinkets, especially key chains, are going to be an important part of the men’s accessory category in 2017 and include anything that implies a sense of humour, even to a childish degree. With things like Pokemon go now in the mainstream, indulging your inner child is no longer seen as taboo, and men can maintain a sense of masculine seriousness and playfulness at the same time.
SNEAKERS
While by no means a new phenomenon, sneakers will continue to dominate men’s fashion trends in 2017 in a big way. This is going to especially true of slip on and laceless sneakers. This is good news because it means coming and going will be easier in 2017 and guys can simply slip their sneakers on and off.
BACKPACKS
While messenger bags have certainly replaced the backpack to a degree, backpacks seem poised to make a comeback in 2017. Their design and material has been completely revamped and guys in 2017 can rock a backpack confidently without worrying that it makes them look childish or immature. Retrolooking backpacks are a great option for guys who want the convenience of a backpack with the classy look of a messenger bag.
WATCHES
Watches will continue their momentum from 2016 into 2017 as one of the most 36 Barber Shop Year 6 Issue 1
popular accessories available for men. While people certainly don’t show any signs of distancing themselves from their phones any time soon, watches remain a staple of any outfit.
SUNGLASSES
They say men can have as many watches and sunglasses as women have shoes and bags and we agree! Whether you prefer the Rayban look, Aviator, surf style or love the more classic brands and shapes, the key here is gow tih what suits YOU! Face shape, head size, hair style all play an important role so pretty much anything goes if it looks great! 2017 is a great time to step your accessory game up and pick out a few items that let you express your personality, add a classy and stylish flair to your outfits and make a bold statement with your wardrobe choices. If you’re unsure about where accessory fashion trends are heading in the upcoming year, keep the above information in mind and add some trendy, funky, well-made accent pieces to an already stellar closet.
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Sponsored by
e h t o t r o Next Do , t n e v E la n o i AHIA Ga t n e v on C e n a b s Bri on i t i b i h , t e e r and Ex t S rey G n o , e ne Centr a b s i r B k, n a b h t u So th, 6 2 h c r a M y a d n ate Su l l l i t m p 0 3 . 1 1 7 201
017 2 e h t f rs o e n n i W the rds h a t i w w A e y t r a t dus n Celebr I r i a an H i l a r t s Au
Only AHIA attendees will be admitted
TARK S r o f k r a t by Matt S
Credits
Hair by Matt Stark for STARK!
Make up by Andrea Bayliss Styling by Salem K Amoa Photography by Tom Fraud
STRANG E
T I M ES b y JASON
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Hair by JASON HALL Photography DESMOND MURRAY Styling ALASTAIR J GOURLEY Make Up Kelly Crips | Models Colours Agency
Fred LeMarche
THE EDIT
HAIRDRESSER Fred LeMarche PHOTOGRAPHER Fred LeMarche MAKE UP ARTIST Fred LeMarche STYLIST Fred LeMarche
2017 AHFA MENS HAIRDRESSER OF THE YEAR FINALISTS This year the Australian Hair Fashion Awards celebrate their silver jubilee: 25 years as a successful independent photographic awards program for the Australia hair industry. With hundreds of entries from the best of the best of the hair fashion industry in Australia, the AHFA’s continue to cement their position as an influential photographic competition in this country. Featured in this edition of Barbershop are the 6 Finalists for the category of Mens hairdresser of the Year. The winners will be revealed at a star studded gala night on Sunday 2nd April at Luna Park Sydney.
Rob Ferlaino
DICHOTOMY
HAIRDRESSER Rob Ferlaino PHOTOGRAPHER Elizabeth Kinnaird MAKE UP Sarah Baxter STYLIST Steve Calder & Aaron Cheung
Sebastian Joseph
CHIAIA
HAIRDRESSER Sebastian Joseph PHOTOGRAPHER Nathan Smith STYLIST Jason Fassbender
Madison Voloshin
NEW ROMANTICS
HAIRDRESSER Madison Voloshin PHOTOGRAPHER David Mannah MAKE UP Anneke Knock STYLIST Madison Voloshin
2017 AHFA MENS HAIRDRESSER OF THE YEAR FINALISTS
Uros Mikic
BONFILS
HAIRDRESSER Uros Mikic PHOTOGRAPHER Nectario MAKE UP Mojca Bizjak-Mikic STYLIST Mojca Bizjak- Mikic
Tori Gill
REBEL REBEL
HAIRDRESSER Tori Gill PHOTOGRAPHER Andrew OToole MAKE UP Kylie O’Toole STYLIST Jamie Marie Shipton
2017 AHFA MENS HAIRDRESSER OF THE YEAR FINALISTS
ROAD TEST The Beret, Super Close Trimmer
BY BRETT WALDEN, ROLL’N’DICE BARBERSHOP
The Beret is highly efficient and durable, it has been created for the busy stylist or barber. Designed with revolutionary lithium ion technology, the Beret has a 2x longer run time than your average trimmer. When fully charged, this trimmer boasts up to 75 minutes continuous cordless cutting from a 60 minute charge time. The Beret also has a convenient 10 minute quick charge function. No memory loss means this trimmer won’t lose power in storage.
“I have used many trimmers in my 25 years of barbering and can interchange between many brands but could never achieve the results I do without the Beret trimmer from Wahl. It has become an essential tool in all my line work, from lining in,boxing up, beard shaping to difficult hair art they can do it all. I can’t remember the last haircut that I did without them. If your serious about your finishes, you will never look back with a set of these powerful, precise and lightweight trimmers.” says Brett Walden Specifications • Highly efficient and durable Lithium-Ion battery without memory effect. • 75 minutes run time and 60 minutes charging time. • Appealing matte black finish. • Super slim, super quiet and light in weight. • High-precision, quick-detach chromeplated blades. • Ideal for close trimming and outlining. • DC motor, 6,000 rpm / DC Motor, 6.000 1/min • Blade set - Quick-change System, Black Chrome Blade • Cutting length - 0.4 mm • Cutting width - 28 mm Attachments - 4 attachment combs #1 (3 mm) #2 (6 mm) #3 (10 mm) #4 (13 mm) - Charge stand - Charging transformer - Cleaning brush - Oil The Beret Trimmer is currently available in brushed aluminum but will be released in Black as pictured from April in Australia For more information www.wahlpro.com.au
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HIDDEN IN PLAIN SIGHT
BY JUSTIN HERALD
My stress relief these days is easy. Take the Harley out for a ride. Recently my wife and I, along with some friends, decided to make a day of it and organised a ride down to the harbour in Sydney to have a lazy lunch. As part of the process I had to set up the rear seat of the Harley for my wife to ride with me. So off to the garage I went to get it all sorted. All I needed was a screwdriver and it would have been all sorted. Do you think I could find a screwdriver? Nope. No matter how hard I looked it wasn’t anywhere to be found so I had to then go back out to the shed, rummage through some boxes until I found one. I got the seat all sorted and we started putting our helmets on and there it was… the dreaded screwdriver that I spent ages trying to find but couldn’t, staring me right in the face, exactly where I left it last time. It was hidden in plain sight. I know what you are thinking right now….. “what’s your point, Justin?” Many times, as business owners or managers, we get so busy trying to run the business, find ways to grow the business and even manage the daily outcomes that we tend to oversee some of the simple ways we can take the businesses to the next level. As it was with my screwdriver, the solution can be hidden in plain sight. There is no point spending any money on a fancy marketing or brand awareness campaigns if we aren’t looking after our customers properly and fully. What is hidden in plain sight for many
business owners, and for many larger organisations, is the ability to tap into their customers by engaging with them like we do when we are trying to win them over as a customer the first time we come across them and grow organically. It is so simple yet often neglected.
Many times, it’s the whole “systemising” of how we do things internally inside our business processes that have a knock-on effect that in turn alienate our most valuable asset, our customers. Your customers do not want to feel like a number or just part of your global domination plan.
Customer experience and customer satisfaction seems to be only looked at as a last resort these days and not a first priority. You don’t have to invest into fancy campaigns to grow. If the culture of your business is a customer focused culture, then it will be your customers who will engage with your business in a way that will increase your bottom line due to their loyalty.
Call me old fashioned, but real customer service and customer interaction is what is needed back into the business landscape. It has been missing for quite some time.
We all want loyalty from our customers and I hear it all the time when I am doing in-business sales or service training with clients. But your customers want you to be loyal to them as well. As a customer, I can be treated poorly by just about any business out there these days. It’s the ones who make me feel special, the ones who I know appreciate the fact that I choose them to spend my money with are the ones who I become a raving fan for. The goal for any business large or small is increase the number of raving fans within their business not just their customer numbers. Sadly, these days it seems many businesses have a “burn and churn” mentality with their customers as they think that another one will come along and replace any that get lost or move on to their competitors. What are you either doing or not doing that now is excluding the customer from having an awesome experience with your business? 50 Barber Shop Year 6 Issue 1
Sure, I could walk into any major organisation and I would see on a wall somewhere a “the customer comes first” framed picture, but experiencing what those words state from a customer’s perspective is fairly rare these days. The real reason, I believe, that the customers experience isn’t amazing these days, is due to many business owners and management not actually being a customer in their own business. If they did experience what they dish out from a customer’s perspective, they would soon realise that there’s a lot of times that their business misses the mark all because the solution is hidden in plain sight. If all we all do from a management perspective is ensure our staff are constantly trained in service aspects and we provide a level of service that blows our customers away every day then the outcomes will astound you. Justin Herald is the Managing Director of Customer Culture which provides onsite customer service and sales training to businesses throughout Australia and globally. To find out more information, check out www.CustomerCulture.com.au
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Get acquainted with Snapchat! BY SUJAN PATEL
If you’re not already familiar with Snapchat, you should get acquainted. Snapchat is a mobile photo-messaging app that allows users to take photos and short videos that remain viewable to recipients for approximately 10 seconds; after that, the “Snap” disappears into the dark tubes of the interwebs, never to be seen again. To expand its services, Snapchat has added live text, chat and video calls between contacts, which has helped increase use of the application among younger audiences. Just check out these stats: • Snapchat has roughly 26 million users in the United States • 77 percent of college students use Snapchat daily • 58 percent of college students would be likely to purchase a brand’s product or service if they received a coupon on Snapchat That’s a huge audience of potential customers. If you’re not already using the app as part of your own marketing strategy in 2016, you should be. Check out this guide to help you get started: Highlight special events If you’re hosting or taking part in live events (grand openings, anniversaries, trade shows, charity events, etc.), then Snapchat is a great tool to leverage. It gives your audience members direct access to your live event, no matter where they are. The NBA used snapchat in this manner during draft picks, All-Star games and finals. During the 2014 All-Star Game, the Association launched its brand on Snapchat, where fans were able to get up close and personal with players during the game. They also got tight Snaps of the game’s Slam Dunk Contest. Tease new products to your fans Some brands still worry that social use can be self-destructive and lead to a
host of problems with managing user engagement. But others are jumping in, because marketers can make a serious impact with product launches using apps like Snapchat. Snapchat is an ideal opportunity to start teasing out videos and pictures of new products. Because these images last a few seconds, you can expect a fair amount of buzz and chatter to surge around your new offering. Pull back the curtain Snapchat can also be used to take your followers beyond raw products and services so you can engage the community more. Take them behind the scenes to show off your company. Have fun, and use the caption and drawing tools within Snapchat to show off your personality and corporate culture. This is a great opportunity to show your fans how different your brand is from your competitors’. If you want to mix it up behind the scenes, rotate control of your Snapchat account among trusted employees. Give them each control of it for a day or so. This adds a great deal of variety and flavour that your fans will enjoy. Just be sure to set some guidelines to keep “bad stuff” from popping up. Keep it Disney Snapchat is about as casual as social media platforms can get. Your followers aren’t interested in corporate stuffiness -they’re looking for colour, action and fun. Give it to them. At the same time, you still need to maintain some professionalism due to the nature of the audience. Snapchat followers are younger: according to Snapchat, the average user age group is 12-34. That means “keeping it Disney” with content that is clearly for a general audience. Tell a story Videos in any medium should be kept short and snappy, and that’s certainly true 52 Barber Shop Year 6 Issue 1
with Snapchat. Regardless of the medium, your audience is out there looking for brief content to digest while in line, sitting in class or on a short break at work. Feed them brief content and they’ll gobble it up. Snapchat works because the videos you take are limited to 10 seconds. Take that and run with it, because you can make multiple video clips and string them together to tell a story that your followers can go through all at once when they have the time. Push the incentives Here’s where Snapchat can get you real foot traffic if you own a physical business: incentives. Incentives are a classic marketing strategy, and have become an expected staple within social media. Businesses often host giveaways and sweepstakes asking fans to like, retweet, share and comment for a chance to win something big. Snapchat can be used the same way. In fact, an impressive 58% of college students stated they were more likely to buy from a company if they received a coupon via Snapchat. So can Snapchat actually drive customers to your business or to your website? The answer is absolutely “yes.” If you haven’t started using Snapchat as part of your marketing strategy, you’re definitely missing out on the opportunity to connect with relevant members of your target audience. Sujan Patel is an Entrepreneur and Marketer and Co-founder of ContentMarketer.io In his 13-plus years as a marketer and entrepreneur, Sujan Patel has helped hundreds of companies boost online traffic and sales and strengthen their online brand reputation. Patel is cofounder of ContentMarketer.io & Narrow.io.
Building Business with Storytelling
BY NEIL OSBORNE
The highest compliment you can pay a brand is to retell the stories it shares about itself. An even greater one though, is being able to repeat those stories accurately… because they were so engaging, they couldn’t help but be remembered. So how and why do brand stories work? People remember what’s interesting. Therefore, to make a brand memorable, you need to think more like a writer than a marketer – and create brand stories that are so engaging, customers want to share them. To do that, you need to appeal to hearts, not heads – by mixing emotions with facts – and make every word count. Why do stories engage? Put simply, we place ourselves into the stories. We identify with similarities to ourselves in the characters, plotlines and themes, and anything else that aligns with our own history or current situation. Why? Because we’re social creatures. We have a need to compare ourselves with others and feel a connection to them, so we habitually put ourselves in their (brand) shoes. As Digital Storyteller, Billee Howard, said in Forbes magazine, “Emotional engagement is the sister to rational engagement. Rational engagement is based on the stimulation of the mind, whereas emotional engagement is based upon the stimulation of the heart. In today’s age of brand experience, it seems that emotional engagement is proving to be more and more critical to achieving winning results and effective storytelling
is at the heart of this movement.” What makes a great story? With any form of communication, your first level of response is based on how it makes you feel. That then creates connection, causes engagement, stimulates learning, solidifies memory and inspires people to take action. As entrepreneur and #1 NYT bestselling author, Peter Guber, has said, “Move your listeners’ hearts and their feet and wallet will follow.” Brand stories based on emotions (not facts, features or benefits), are the most powerful way to spread your beliefs and ideas. They are a business owner’s best friend. How do you construct a good brand story? Storytelling (or writing) doesn’t come naturally to everyone. To get an idea of what you should go for, here’s a quick rundown on the structure of a story: 1. Every story has three parts: a beginning, middle and an end. 2. Generally, those three parts follow a sequence: the setup, the struggle, the solution. 3. The setup is the opening: it provides context, sets the scene, introduces the characters. 54 Barber Shop Year 6 Issue 1
4. The struggle is the hook for the story: it adds confrontation, builds conflict, engages emotions and matches the pains of your customers. 5. The solution overcomes the struggle: it can be an idea, an action, an item or an emotion. A great brand story is realistic. It depicts your brand, warts and all – because it’s often in the struggle to overcome challenges, that we engage the greatest emotions. Always acknowledge the brand’s dilemmas and the path that was cluttered with risk, lose and renewal. That’s reality. And it’s those aspects, that are the storymaking gold. Neil Osborne is an elite sales trainer and brand coach who is unique in the salon marketplace. He has devoted more than 30 years of his working life to the Salon Industry and has been responsible for dramatically growing brands and businesses by helping them launch, develop and change their sales results with his salon-specific, results driven methods. Contact him at The SALES CATALYST. 1300 302 859 or go to www.thesalescatalyst.com.au
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grooming beard & moustache kit code: 25259
code: 25258
for further info or your nearest JOIKEN distributor 02 8781 0123 or call email sales@joiken.com.au visit www.joiken.com.au
STEVE CORTHINE
BLOG SPOT. IS 2 BETTER THAN 1? I had a dream of multi salons. I thought that 2 salons would make me double the money… Last year we shut our Bondi salon. Our landlord put the rent up by a silly amount which made our decision really easy to close. But was 2 really better than 1? I never regret anything. Everything I have done has helped mould me into the person I am. If we hadn’t opened our Bondi salon, we would probably still be making the silly mistakes we were making with just one shop. We definitely felt pain in that business, we where in the location for 5 years and at times, due to a good manager and great team we succeeded… but it was never easy. A good mentor of mine, Paul Serville, told me before I opened the second salon to “make one salon amazing before you do two.” But I seem to have to learn things the hard way! Bondi was always going to have a silly rent and that’s a fixed cost that I can’t change! We had to do a lot of cuts and colours purely to cover the rent. All these things I learnt the hard way! Now don’t get me wrong, we made it work even with my commitments with matrix, which have me travelling all around the world. I have always had great staff, that make our lives easier and I’m grateful to everybody that has worked for me, but on reflection 6 months after
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we closed it, it was a real slog! I appreciate that no business is easy, but It was really hard graft and because it was hard it made me less focused on our other shop. So is 2 better than 1? Well, we are now back to one salon, our original one in Glebe. We have the same amount of staff as we did in 2 but I’m minus an extra rent, electricity phone lines etc. and we are now making more gross dollars in 1 than we did in 2. We are now open more hours, both earlier and later. I figure if I pay rent on my building 24hrs a day then why not take advantage of that and maximize on the space we are paying for! I now understand what Paul Serville told me. I now have more time to spend with our staff one on one. I am more engaged with my team. I’m working smarter not harder. I may well open another salon when the time is right. But my hard lesson is that you need to make everything super tight first. You need your policy and procedures on point. You need your team to work seamlessly and you need to make sure the building you choose is not to expensive, that is one cost you cannot change. So for now…for Stevie English Hair…. 1 is better than 2!
BLOG SPOT. LETTERS FROM THE CHAIR
BEN KELLEHER
People search the world over to find that someone special. We all long for that connection. It’s not a physical connection, its special. That deep bond, where the conversation knows no bounds, there’s nothing off limits. You trust them implicitly. So much so that you leave them feeling sharp and refreshed, ready to tackle the week until you see them again. After a few days you long to see them again, because you miss that feeling you get when you leave. It’s a special relationship, but one that probably won’t last forever. If you go overseas, you’re likely to see someone else. If you move away, they probably wont come with you. As important as this person is to you, they probably wont meet the family. The bond you share is one that he or she shares with many. Unfortunately, you aren’t the only one. I’m talking about the relationship with your Barber. The sharp and refreshed feeling? That’s because you’ve got a fresh line up. After a few days you do want to go back, because your razor fade has grown out. And you are not the only one! Barbers everywhere make a living based on the fact that unfortunately, hair grows back, a fresh fade wont last forever, and until the dark day that my hairline recedes beyond the horizon on my forehead, I will need my weekly line up! For those of you who don’t put a boxed and tidy hairline right up there with the importance of oxygen, I offer some insight into why its crucial to find the right man or woman for the job… You see, first impressions last. It’s important to a man, that when we meet, you leave feeling like we made a statement. That isn’t limited to the conversation. It’s how we dress, smell, and of course the first thing you look at? Our face. Our face that is rounded off by either a sharp fade, or if you’re less fortunate, something that looks like Stevie Wonder took to you with a cutthroat. 57 Barber Shop Year 6 Issue 1
Why is it so important to choose a good barber then? You’ve got to trust that they know what you need. When I sit in that chair every Friday, I want to feel like my head is the most important one that he sees today. I want to feel like its important to him that people see me as someone who cares about his grooming. My fade is a representation of how much I care about myself, and so he should care too! I’m at a point in my relationship with my barber now, where the conversation can pick up where it left off last week. To have your barber ask how things are with the things important to you, what you thought of the game on Saturday night, these things keep us coming back because frankly, we want to be cared about. I’m grateful to have found my barber, and travel from wherever and sit for as long as it takes. Those of you that know the struggle will hear me when I say the day you cant make your regular barber is the day you catch the guy who has bad breath, or the day you leave looking like you’ve signed up for the marines, thinking of how you can hide your buzz cut until you’re faded properly again. Nothing is worth having a fade on Friday that means you cant go out all weekend, and don’t act like the first two days of your fade you aren’t taking bomb selfies, and by Tuesday the camera is looking outward rather than at you… we all share the same struggle! Men the world over will always need a decent haircut. A tight fade will either make or break business deals, and dates with ladies for the rest of time. We need our weeklies, and always will! And so, I raise my glass to all of the barbers holding us down, week in, week out. May your clippers stay well oiled, your cutthroats sharp, and your mirrors clean. Salute brothers and sisters! Instagram: @kelleherbk Blog: benjaminkelleher.com
SNIPPITS
NEW SURVEY REVEALS THE SEXIEST LOOK FOR MALE BODY HAIR
Politely trimming the moustache, giving the underarms a bit of a tidy up, or a full blown back, sack and crack wax, seem like relatively common practices - and yet the majority of Australian men aren’t actually doing it. Women on the other hand find groomed men far more sexy, so the question is: why aren’t they?
NEW COPPERSMITH BARBERS CHAIR
Coppersmith. A true individual, this barbers chair features a brushed brass and black metal finish that truly breaks the mould of distinctive design.
man much more attractive.
For barbers looking for something a little different, the design features a diamond printed pattern of dark brown and black, while the supportive seat is firm and well supported. The adjustable height range is this barbers chair is perfect the tall and even short barber. Unique styling is met with the highest grade of durability, finish and of course maximum comfort (nothing is more important).
Australian beauty & grooming products company, Nad’s For Men, recently completed a robust survey of over 1300 people to find out who’s ‘manscaping’, where they’re doing it and what they are using. One of the key findings was that 58% of men aren’t trimming the hair on their bodies at all, despite 77% of women finding a well groomed
Coupled with the fact that 73% of men surveyed stating that they too prefer a well-groomed man, it is clear that there is a disparity between preference and practice in Australia. More than half of the females surveyed said they “hated back hair” with around 50% stating that they “hate shoulder hair” on men. Yet, women are not completely sold on hairlessness either: just 16% of women appreciate no body hair. With men being less than likely to discuss these types of issues at the pub on a Friday afternoon, Natalie Ismiel, Nad’s Brand Ambassador and Beauty Expert says “It’s time for blokes to open up and speak freely about grooming and ‘manscaping’”.
• 360º (lockable) rotation • Reclining backrest • Towel/Apron Holder • Adjustable, integrated, removable headrest • Upholstered padded armrests. • Recline lever • Upholstered and padded footrest • Raised leg support • Lockable hydraulic lift • Round Black & Brass brushed base
“Men have come a long way in terms of being open about ‘grooming’ with their partners, in fact, a loved one’s opinion is a prime motivator for a man to change his body image - however it’s still something that is rarely discussed between men as mates. Women on the other hand, have enjoyed an open dialogue about their bodies for a very long time”. “We’re hoping to help build more of a male centric community, so that men can better communicate with their bodies and feel more comfortable asking questions about grooming - especially in regards to something that may be foreign to them, like hair removal”.
Available from Comfortel. Showrooms Australia Wide & NZ www.comfortel.com.au
The study of 1300 respondents also found, that of the men who were/are currently grooming, 15% are using it on their chest, 18% on their legs and 17% arms. The study is expected to improve the way Nad’s For Men communicates with their audience and to aid in better educating men on their range of grooming products and applications. Key findings from the survey: • 58% Aren’t using hair removal products • Of those who are, 15% are using it on their chest, 18% on their legs and 17% arms • 60% of women hate back hair • 49% of women hate shoulder hair • 16% of women appreciate no body hair • 77% like a well-groomed bloke
ALL BLACK HOT TOWEL CABINET
Introducing the All Black Hot Towel Cabinet for traditional hot towel shaves. With optional Ozone, it heats to 80 degrees and includes a UV steriliser. Available NOW. Available from Comfortel. Showrooms Australia Wide & NZ www.comfortel.com.au 58 Barber Shop Year 6 Issue 1
10 - 12 JUNE 2017
HAIR: FR ANK APOSTOLOPOULOS
PHOTOGR APHER: ANDREW O’TOOLE
MAKE UP: K YLIE O’TOOLE
ICC SYDNEY, DARLING HARBOUR
R E T U R N I N G
DARLING I N
T O
HARBOUR 2 0 1 7
T I C K E TS O N S A L E N O W AT W W W. H A I R E X P OA U ST R A L I A . C O M