Year 14 Issue 2
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CONTENTS ON THE COVER 26 The milk_shake Movement
REGULARS 10 Editors Letter 18-21 Industry News 66 Hair Shop 69 Dateline City
FEATURE 12-14 100 Years of History – KH Hair 16 10 Minutes with Sharlene Lee 30 Mentored By Errol Douglas 32 The Bob: Always in Fashion with Akin Konizi
HAIR BIZ FORUM 2020 22-24 Hair Biz Forum - Meet The Artists
EVENTS 28 Aussies Shine at IHA 2020 Madrid 56 Hair Expo Awards
58 Getting Shit Done with Zing 59 Queen of the Blow Dry - ghd
SALON PROFILE 34-36 The NZ Kiwi And The Spanish Bull 38 Mazi Hair 40 rokstar Revamped
COLLECTIONS 42 Anti Gravity By Hot Shots 2019 44 De Lorenzo Autumn/Winter Collection – Sunset Solace
PROFILE 48-50 Healthy Habits with Nathan Yip 52 Who Run The World? GIRLS! 64 Home Based And Happy 81 Hairdressers with Heart
68 All-In-One Texturising Blade – Wahl 70 Achieve A High-Tech Low Fade – Andis
BLOG SPOT 74 Old is Gold By Simone Lee 75 Today I’m Talking About Gen Z By Kobi Bokshish 76 Do You Have The Hair And Beauty Happiness Advantage By Julie Piantadosi 77 What Motivates You By Dario Cotroneo 78 Booms & More By Paul Frasca 79 Why You Have To Train Staff By Steve Corthine
BUSINESS
60 Generating Uniqueness – Elgon
80 ghd Think Tank By Jodie Brown 82 When Marketing and Media Strategy is Key By Kym Krey
62 Made With Kindness – Alter Ego Italy
84 Doing Business with the Keeleys By Kym Krey
PRODUCT PROFILE
88 Why You Need A Marketing Plan This Year By Sarah Garner 90 Creating Raving Fans By Louise May 92 Let’s Talk Direct Messages By Nicole Healey 93 5 Things I Wish I’d Known As A Salon Newbie By Jodie Rasmus 94 The Number One Challenge We Face By Sommer Louise 96 Tiered Pricing – What, When, How and Why By Caitlyn Menzel 98 Benchmark Salon Sales By Iain Horne
EDUCATION 86 Bleach Will Not Damage Your Hair By Kirstie Kesic 87 Education In The Digital Age By Anthony Gray
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HAIR BIZ PUBLISHER
Linda Woodhead linda@mochapublishing.com.au
EDITOR
Kym Krey kym@mochapublishing.com.au
ADVERTISING MANAGER
EDITOR’S LETTER
Nina Barbara nina@mochapublishing.com.au
ART DIRECTOR
Kellie Woodhead kellie@mochapublishing.com.au
ADMINISTRATION
Jess Richmond jess@mochapublishing.com.au
CONTRIBUTORS Kym Krey Linda Woodhead Nathan Yip Simone Lee Kobi Bokshish Julie Piantadosi Dario Cotroneo Paul Frasca Steve Corthine Jodie Brown Kirstie Kesic Anthony Gray Sarah Garner Nicole Healey Jodie Rasmus Sommer Louise Caitlyn Menzel Iain Horne
OFFICE
PO BOX 252 Helensvale Plaza Qld 4212 P: 07 5580 5155 mail@mochapublishing.com.au www.mochapublishing.com.au
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HAIR BIZ, Beauty Biz & Barber Shop Hair Biz 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. Hair Biz does not accept responsibility for unsolicited manuscripts, transparencies, original artwork or other material. The views expressed in Hair Biz are not necessarily those of the publisher. 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. © 2020 mocha publishing All rights reserved.
There’s no doubt that education is the very lifeblood of our industry and I am excited, encouraged and amazed at the sheer number and quality of educators flying around our country, sharing their knowledge far and wide to collectively lift the skills and spirits of our peers. Keep an eye on Facebook on any given Sunday, and you’ll see dozens of educators boarding planes or setting off on road trips to cities near and far, in preparation for their Monday event. At the end of the day, hundreds of tired but inspired hairdressers leave those rooms with renewed enthusiasm, inspired to wow their clients with their newfound skills and deliver that extra special level care. Yes, it takes a commitment of time, money and effort to attend these events and it’s oh-so-tempting to say… .’Nah… I’ll do the next one’, but the reality is that without the support of hairdressers making the commitment to be in those rooms, there may not be a next one. I talk to many education providers in my travels who are dedicated to creating an incredible learning experience and who leave their energy, passion, blood, sweat and even tears in those rooms, but they need numbers people…. bums on seats if you will… to allow these events to continue. So this note is both a salute to the educators who give their all, week after week and a call to the hairdressers of Australia to support these events. Particularly in regional areas, the cost of bringing these programs right to your door to save you flying to city centres, is considerable and of course, require minimum numbers just to cover costs. If these events come to town, support them. Get yourself in the room. If you’ve ever found yourself complaining about the lack of education in your area, ask yourself, the last time something was offered, did you go? I see the frustration in these educator’s eyes when they bust their butt to take education to regional towns and smaller cities, hustling to get numbers, only to hear “When will you do another one?” People, if you don’t go this time, there likely won’t be another one! Let’s support the wonderful educators we’re blessed to have by booking a ticket, taking your staff, being a positive presence in the room and generally contributing to fabulous vibe of a great event. Speaking of education, we have a plethora of business writers sharing their wisdom with you in this issue. With 2020 still in it’s early stages, it’s the perfect time to soak in the knowledge, tips and advice in their articles and apply them to get your business off to a flying start. Caitlyn Menzel takes you through one of my all-time
favourite topics, tiered pricing, Louise May will show you how to turn happy clients into raving fans, Sommer Louise will help us break through the biggest challenge we face in business and Sarah Garner and Nicole Healy will get your 2020 marketing sorted! With so many of us looking for ways to be healthier and find the balance in our crazy lives, we debut a new segment ‘Healthy Habits’ in this edition, asking industry figures how they manage to keep themselves healthy (or not!). Tognini’s Nathan Yip bravely agreed to kick us off and you’ll read about all his habits and secrets inside! We learn what’s it like to be mentored by Errol Douglas and speak to a lucky (and talented!) lady who was, we celebrate 100 years of the bob with Akin Konizi and spend 10 Minutes With Sharlene Lee of Circles, WA. And finally, we take a peek inside local salon, Kiwi and Bull and celebrate 100 years in business for UK salon group, KH Hair, getting to know the people behind those stand-out businesses. Plus, you’ll find all your favourite regualr writers, Kobi Bokshish, Julie Piantadosi, Dario Controneo, Simone Lee and Colourist Kristie Kesic. Happy reading!
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y or t is h f o s ar ye
KH HAIR “The business would not be here today without Mr Keith Hall’s foresight and vision. He has remained a constant figure of inspiration and guidance throughout our careers and those of all 300 staff we have at KH Hair”.
Darren Messias and Tim Fee
KH Hair Group is celebrating one hundred years of history which began with a single salon opening on a quiet corner in Long Eaton, UK in 1920 and has since grown to 21 award-winning salons situated throughout the East Midlands. The first salon, simply named ‘Halls’ was situated directly opposite what is now KH Hair Group’s head office and training academy. The modest establishment originally comprised six gentlemen’s chairs downstairs and, in accordance with his forwardthinking entrepreneurial spirit, owner Mr Arthur Hall installed eight ladies’ cubicles upstairs to form the very first unisex salon outside of London. In 1939 Arthur Hall’s son, Keith, joined the business - initially with reluctance when he was asked to help fill the gap left by four of the salon’s barbers who had been called to duty following the
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outbreak of WW2. At only 18, he was too young to follow his dream into the armed forces so, after only a month’s training, was allotted Chair No.6 and his passion for hair was born. When the war ended and following a successful career as a flying instructor, Mr Hall returned to the family business, inspired by industry legends such as Freddy French and Raymond Bessone. He headed to London to train with the finest hairdressers of the day and began a lifelong commitment to bring the best knowledge and expertise back to his business. After headhunting Stephen Messias from Vidal Sassoon as Art Director in 1968, the duo embarked on improving creativity and building pioneering educational programmes which took raw, local talent and developed it to create skilled, professional hairdressers and managers an ethos KH Hair is still synonymous with today. To celebrate one hundred successful years in business and learn more about their story, Hair Biz Editor, Kym Krey spoke with KH Hair’s Stephen and Darren Messias recently.
STEPHEN MESSIAS: KK.
Mr Keith Hall opened additional salons quite quickly in those early days. Was that a prosperous time for the area or was this in response to his unique flavour of hairdressing?
SM.
When I joined in 1968, Mr Hall had four salons. The Midlands was going through a fairly prosperous time but women also wanted more than just a basic trim/shampoo and set and Keith Hall’s standard of cutting, customer service and education was the difference between us and our major competitors in each of those towns and cities.
KK. Stephen Messias styles his wife Susan’s hair - circa 1970
A pivotal time for the business was when you were headhunted from Vidal Sassoon as Art Director in 1968. Share with us how you developed your pioneering educational programmes back then.
SM. The first thing I asked Mr Hall to do was
A young Darren Messias shows off his model to win an early KH Hair Award
to take down ALL the hair photos on the salon walls as the looks had been created by major names in the hairdressing industry of that time and, although beautiful to look at, our staff could not replicate them on clients. We replaced them with drawings produced by a fashion journalist from the Daily Telegraph and we did not put any actual images up until EVERY stylist could do the work that was shown. We ran inhouse training nights in all four salons for many months and continued to send senior members of the teams to Vidal Sassoon in London to support the training they were getting from me in-salon. Because we were turning out exciting and different work, our reputation grew quickly so, when we advertised for apprentices, we were inundated with applicants who wanted to join Keith Hall’s. I implemented our training program based on the Vidal Sassoon training
regime and as they progressed, we were able to see who would make creative and talented stylists and spot others who showed business awareness. We encouraged the latter to become part of the management structure and eventually become junior partners to Mr Hall when more salons were opened.
KK.
Mr Keith Hall was appointed as President of Intercoiffure Mondial in the early 1980s. What did this honour mean to him personally and professionally?
SM.
I would imagine that it was an amazing achievement and his term in office was hugely successful both nationally and internationally which definitely served to enhance the Keith Hall salon brand .
KK.
Mr Keith Hall brought junior partners into each of his 12 salons who eventually bought him out on his retirement. How did this strategy of partnerships help to grow your business?
SM. When Mr Hall saw stylists who were very
successful at building good clientele, he did not want to lose them to a competitor. Nor did he want them to open their own salon. So, he took the decision to open more salons and make them junior partners on the agreement that they would buy him out when he decided to retire. Mr Hall owned and managed KH Services which looked after the salons’ wage and accounting; stock buying; education; advertising/PR and anything else required to make the salons run smoothly. This left the salon teams to do what they did best - looking after clients’ needs. So, when he was going to retire, he came up with the concept of franchising all the 12 salons and he wanted all of his partners to become franchisees and form Keith Hall Franchising Ltd. This they did once they totally understood the advantages it would bring to them and to the future expansion of the Group. cont’d over page
cont’d from page 13
Mr Hall opened his first salon in Long Eaton in 1920
Mary and Jessica with their 2018 BHA Award
DARREN MESSIAS KK. The Keith Hall brand evolved into a franchise model in 1985 which was quite revolutionary at the time. What challenges and advantages did this change bring?
DM.
One of the more challenging aspects was changing the mindset of the then business partners into franchisees. As partners, they had fewer responsibilities regarding numbers and financials in the business, but as franchisees, they needed to understand how their business was performing and what to do with the numbers and financials to help it thrive. The advantages of becoming a franchise model was that it was easier to grow in size because current team members could see a career path and, if being a salon owner was an aspiration, we could help them achieve this far easier than through opening a salon by themselves. This new arrangement gave them the support of a head office, experienced franchising company and an established brand.
KK. The brand became synonymous with taking
raw, local talent and developing them into skilled, professional hairdressers and managers and still is today. How does this impact your ability to recruit the best talent around?
DM.
We have always prided ourselves on trying to deliver the strongest possible training for our apprentices as we believe they are the future of KH Hair. Our philosophy is to not only train to the latest Government standards, but to go even further than this. For example, we offer a further one year’s training after our basic two-year apprenticeship to make sure the individual is salon-ready and confident. This gives them the best possible start in their hairdressing career.
KK.
The KH brand has now grown to 21 salons. Do you feel the change of ownership structure was a vital part of this expansion?
DM.
We strongly believe the franchising model is a secure way of expanding your business, while still keeping the integrity of the brand. One of the first introductions we made was to identify, teach and train future franchisees so when the 14
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right opportunity arises, they are armed with the knowledge of how to run a business. Our growth has always been organic which some would argue is slower, but we feel it’s more secure.
KK. Why do you feel the BHA award-winning KH Hall Training Academy is such an integral part of your operation today?
DM.
Training in all aspects is the very foundation of any business and it has always been our belief that without this, you will find it very hard to offer clear and exciting career paths to your teams. If you cannot offer this, then it will very difficult to keep your teams motivated and help fulfil their aspirations.
KK.
KH Hair has picked up some of the most highly sought-after accolades in the industry. Including British Hairdressing Business Awards Director of the Year and Regional Salon Group, and BHA Gold Star Salon and Eastern Hairdresser of the Year. How have these accolades benefitted the business?
DM. In our opinion, winning an award is
a way of validating that your vision and paths have been recognised by your peers, which is always a fantastic accolade to receive. It is hard to say where the financial benefits are to these accolades, but from a team morale and motivational point of view, awards are absolutely invaluable. Each team member who works for KH Hair has different motivations and aspirations and it is our job to help achieve them.
KK.
Looking forward, what do you see for the KH Hair Group in the years ahead?
DM. We would like to strike the balance between
having financially strong performing businesses and being recognised for our creativity, whilst still maintaining the highest standards in training. We believe that if we can deliver this, then our Group can continue to grow in numbers and secure the future of KH Hair for generations to come. www.khhair.co.uk
2020 AUSTRALIAN HAIR INDUSTRY AWARDS
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3rd May 2020
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10 MINUTES WITH
SHARLENE LEE She’s’ the Perth business powerhouse who has successfully navigated what many others have not: expanded her award-winning Circles For Hair brand to a second successful location, achieved creative recognition with AHFA Finalist acknowledgements, built a team of 30 bright, ambitious stylists and won Hair Expo Salon Business of the Year consecutively in 2018 and 2019.
Her insatiable drive for ongoing growth is rivalled only by her infectious personality and dedication to the business, fuelled, she says, by her passion for Crossfit, which keeps her energised each day. She’s a gal on a mission and shows no signs of allowing down anytime soon so Hair Biz Editor, Kym Krey spent 10 Minutes With Circles of Subiaco’s Sharlene Lee recently to hear more about her secrets to success.
SHARLENE, TELL US WHAT YOU DO IN THE INDUSTRY TODAY.
“IT’S AMAZING THE IMPACT EXERCISE HAS ON YOUR MENTAL AND PHYSICAL HEALTH AND I TRY TO ENCOURAGE MY TEAM TO ALSO LOOK AFTER THEMSELVES.” 16
Hair Biz Year 14 Issue 2
In a nutshell, I run our two salons- Circles of Subiaco and Circles on Fitzgerald, but I guess there is a lot more to it than that! I am still very hands-on in the salons every day as I love spending time on my businesses. I split my time between working on marketing strategy and campaigns to continue to grow and being on the floor with my clients and helping my team to achieve their targets and goals. Outside the salon I love helping other business owners. Whether that is presenting on all the facets of business, sharing my failures and successes or mentoring and coaching, it is what is really important to me. I want every salon owner to understand what is possible and to know that if we don’t move with the times we can get left behind in this crazy world- and I don’t want them getting left behind!
TO HELP US GET TO KNOW YOU A LITTLE MORE, SHARE WITH US A LITTLE ABOUT YOUR UPBRINGING.
I had a pretty standard upbringing I would say, but I learnt a lot about what life can be like from my parents’ stories. My Dad was a boiler maker and he escaped to Australia from Croatia (then Yugoslavia) in 1960. He actually tried to escape five times and was caught, before spending two years in refugee camps in Italy, and finally making it here. My mum emigrated to Australia from Italy with her parents when she was six years old. She was a model and worked a lot doing catwalk fashion shows before going into fashion retail. My parents split when I was 12 and my two gorgeous sisters and I became extra close as a result. My older sister Tania is a beauty therapist and my younger sister Michelle is also a hair stylist, so yes, we all found our way into the beauty world! I was born in Perth and absolutely love living here. In 1986 I left with my boyfriend, now husband, to work and travel around Australia. I started out doing hairdressing but at one point I decided to try something different and worked as a sales consultant for Jenny Craig, where I quickly became the top salesperson for the company. The hair industry was calling me back however and after twelve months, I knew I needed to get back to following my hair dream.
HOW DID YOU FIRST GET INVOLVED IN THE INDUSTRY?
I always wanted to be involved with hair from a young age and I think it came from watching my mum as a young child, looking at how she would style her own hair and apply her makeup for the catwalk – it was so inspiring. I started as an apprentice in 1982 with a salon group called Crimpers, where the owner Richard Bishop became a mentor. He always believed that I would go on to achieve big things and I learnt so much from this wonderful man.
YOU’VE GROWN 2 VERY SUCCESSFUL SALON BUSINESSES. WAS BUSINESS OWNERSHIP ALWAYS PART OF THE PLAN AND DID IT COME NATURALLY TO YOU?
I always wanted to own my own salon and took the leap, buying one when I was just 24. I then bought the Circles salon in 1995 when 5 months pregnant, before selling the original one to give 100% focus to Circles of Subiaco. Times were tough and I literally went back to work to save the business 1 week after giving birth. People might be surprised to hear that business didn’t come naturally to me at all. I was young, thought I knew everything and didn’t really have any guidance, however I learnt very early to ask for help from other business people, and found that people generally love to give it, and it is free! There were so many things I needed to learn - I needed systems, accounting skills, admin knowledge and of course marketing strategies but didn’t know how to go about it. In 2011, I went to university and did a business development course, which completely changed my approach and mindset. I also realised that getting assistance with bookkeeping would be a wise investment as I couldn’t do it all. This marked the turning point for me when I realised that I could make money in this amazing industry. Our next bold move was in 2004 when my husband and I decided to take a big risk and buy our very first commercial property - an off the plan purchase in a development which took 4 years to build. It was incredibly nerve-wracking, but we were lucky that it was the start of the mining boom in WA and property prices were going through the roof. By the time we moved the salon in, the value had tripled, and this is where Circles of Subiaco is still located. Looking back, I’m so thankful that we saw the light when still so young and didn’t just keep leasing.
AND YOU DID THIS AGAIN WITH CIRCLES ON FITZGERALD?
Yes, alongside my protégé, Jess, of course. I wanted to buy another commercial property to set up a retirement plan. As business owners we often don’t think about long-term planning enough, but for me, it was and still is a real focus.
YOU HAVE A TEAM OF OVER 30 STAFF. WHAT HAVE BEEN THE GREATEST CHALLENGES AND REWARDS OF BUILDING SUCH A SIZEABLE TEAM?
There are certainly a few challenges that come with a team that size! I think every salon owner
struggles with employing the right mix of creative stylists, and it’s also a challenge to ensure that I spend enough time with each of them for their career development, making sure we all have the same vision and goals. In saying that, my team constantly reward me with their hard work and happy faces, but I am particularly proud of my business partner Jess and how she has grown and developed in such a short time. She has truly come into her own and she’s taught me a thing or two as well, which I find very humbling.
WHAT ACHIEVEMENT ARE YOU MOST PROUD OF IN YOUR LIFE OR CAREER?
So many! Winning a Hair Expo award two years in a row was always one of my career dreams in my early 20s, but I was happy to focus on building my business first, so when that finally came true it marked a really important point for me. Definitely being married for 30 years and having two gorgeous, independent boys has been a key achievement and makes me proud every day. But my biggest achievement is being financially successful and independent as a woman in business.
IF YOU WEREN’T DOING WHAT YOU DO NOW, WHAT ALTERNATIVE CAREER WOULD YOU CONSIDER?
That’s easy! Selling houses that are 5-milliondollars-plus! I have a passion for real estate and I find the industry fascinating.
WHAT ARE THREE THINGS YOU’RE PASSIONATE ABOUT IN LIFE OR BUSINESS?
1. Consistency- it really is key! I learned this the hard way early on and it’s one area I never slack on. 2. Exercise- it’s amazing the impact exercise has on your mental and physical health and I try to encourage my team to also look after themselves. 3. Goal Setting- Having your monthly, 6 monthly and yearly goals written down and make sure you are smashing them. Never get comfortable - it’s the danger zone for your business!
WHAT’S THE CRAZIEST, FUNNIEST OR MOST UNUSUAL THING THAT’S EVER HAPPENED TO YOU AT THE SALON?
I have so many but this one will always stay with me. One of my Seniors had her tail comb in her apron front pocket while she was doing foils and after she bent down she started having a panic attack thinking she just burst her new breast implants as there was this liquid gel coming out of her top. She sat in the back room in a state of total stress and wanted me to call an ambulance. I reassured her that that couldn’t have happened, as thankfully there was no blood! After 30 minutes she finally removed her top and realised she had poked and spilt her gel padded bra and not her breast! We laughed so much in the back
room that we were both on the floor in tears and couldn’t even tell the other team members when they entered the back room what had happened. So bloody funny. Pure gold!
DESCRIBE YOUR IDEAL SUNDAY
Relaxing! A delicious breakfast after a walk around the lake and some pottering around the house. Perhaps a Sunday ‘drink sesh’ with my friends too?!
YOU ARE A SUPER-FIT CROSSFIT ENTHUSIAST! WHAT DOES THIS ADD TO YOUR LIFE AND HOW DO YOU THINK IT BENEFITS YOU IN BUSINESS?
Crossfit challenges me every day and keeps me focused, disciplined and energized. Plus it’s so great for the team to see that I am so disciplined and consistent in my training, just like I am at work. (I can pretty much kill them in pull-ups and strength workouts!) I love it when we have a team building day and I get to choose the event - they all know I‘ll make them do a Crossfit session and they have a love/hate relationship with it!
DO YOU HAVE A MOTTO OR SIGNATURE LIFE PHILOSOPHY? Don’t dream it or say it … just DO it!
WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN?
Employ people who are better than you!
IF YOU COULD LEAVE THIS INDUSTRY HAVING ACHIEVED JUST ONE THING, WHAT WOULD THAT LEGACY BE?
Keeping my brand alive. I’ve put so much of myself into the Circles brand and it is crucial to me that it continues to hold the same love and respect, which is why I will never sell to a stranger. If and when it is time for me to hang up my scissors, I’ll be passing the great opportunity over to a young, up and coming, motivated stylist who has the same values I always had. Hair Biz Year 14 Issue 2
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INDUSTRY NEWS | INDUSTRY NEWS | INDUSTRY NEWS NEW HEAD OF EDUCATION FOR SCHWARZKOPF PROFESSIONAL
Schwarzkopf Professional are excited to announce the appointment of Gina Thomas as Head of Education, bringing 19 years industry experience across Australia and New Zealand markets. Education is the heart and foundation of Schwarzkopf Professional brand, generating inspiration and creativity along with the fundamentals to elevate the skills of stylists creating platforms to showcase and motivate hairdressers. ASK Education embodies Schwarzkopf Professional’s belief in the power of knowledge to shape futures. Using the latest learning tools to inspire creativity, unlock potential and nurture personal growth. ASK Education always providing new opportunities to learn and grow for stylists. “I look forward to sharing my energy, experience, ideas and strategic plans to bring to life Schwarzkopf Professional and Alterna business. I am very excited to take on the role and share my passion for hair.” “As we push the boundaries of execution in the field our ASK Advisers delivering over and above our customers’ expectations, leveraging all skill levels and learning styles across our ASK education offerings to an ever-evolving industry as we continue to influence product innovations and services.”
at the core of 365 Salon Group’s business philosophy and the key driver in the development of the company’s new education offering; the 365 Salon Group Creative Team Program. The program includes both online and practical components to keep stylists of all levels up to date and on trend. From on-trend colour foundation workshops through to advanced blonding, smoothing and cutting techniques, there is something for everyone. www.365salongroup.com
L’OREAL COLOUR TROPHY 2020
365 SALON GROUP WELCOME A NEW ERA OF EDUCATION
To grow and develop as hair professionals and run a profitable sustainable salon, investing in continuous education for your salon team is a must. This belief is 18
Hair Biz Year 14 Issue 2
The L’Oréal Colour Trophy 2020 semi-finals are underway with events in many Australian States celebrating an evening of on-trend colour, style and extraordinary talent. The top 20 semi-finalists and 5 rising stars from each state have come together to recreate their winning look for an all-star panel of National Judges. The Grand Finale will take place on Monday September 14th 2020 at The Palms at Crown, Melbourne. Grand Finalists will be given four hours to recreate their look and will be judged by both the International and National panel of industry experts, who will blind judge each finished model. The lucky winner will progress to the prestigious International level of Colour Trophy 2020! www.lorealprofessionnel.com.au
INDUSTRY NEWS | INDUSTRY NEWS | INDUSTRY NEWS HBM ANNOUNCES HELEN CICCONE AS NATIONAL TECHNICAL DIRECTOR
Australian based company HBM, distributor of Italian-made colour brand Milano proudly announces the appointment of iconic Melbourne hairdresser, Helen Ciccone as National Technical Director. Co-Owner of Hair By Ciccone, Helen brings a wealth of experience to the role including years working backstage at red-carpet events including the Aria Awards , TV Week Logies, Miss World Australia and the EMMYS, and boasts a celebrity clientele which includes SIA , Em Rusciano , Rebel Wilson , Vanessa Amorosi. With decades of experience in the professional hair care market, Milano maintain a strong focus on research and development to ensure their highquality standards and advanced technologies continue to produce industryleading results. www.hairbeautymart.com.au
• hair mineral analysis testing, • digital pH and hydration analytics, • scopic augmented technology for hair and scalp therapy, • accurate creative hair artistry approaches, • the relationship between scalp aging and facial aging, and • the business of trichology. These are just the tip of the ice burg of what students can expect to discover in this new cutting edge educational offering for salon pros. Students will receive the prestigious AIT Principles Of Hair Science Associate Certificate and salons can also be listed on the AIT website as an affiliate. For more information contact: www.australianinstituteoftrichology.org
MOROCCAN OIL PARTNERS WITH EUROVISION 2020
LEARN FROM THE BEST IN TRICHOLOGY HAIR SCIENCE AND CREATIVITY
Moroccan Oil are thrilled to be the presenting partner of Eurovision 2020 with the Moroccan Oil team creating the winner of ‘Australia Decides 2020’, Montaigne’s curly blue crown. The look was created by Liz Tieu, head of hair and makeup for Eurovision and Moroccan Oil Asia Pacific Ambassador, Peter Beckett, using Moroccan Oil Treatment Light, Curl Control Mousse, Mending Infusion and Luminous Hairspray using a pencil tong on lightly diffused hair.
KRISTINA RUSSELL LAUNCHES ‘COLOUR KRISTINA TALKS’ PODCAST
After three years of research and development the much anticipated Australian Institute Of Trichology creative hair science online education platform is now live! The Australian Institute Of Trichology (AIT) strives for excellence in the delivery of ground breaking scientific hair science education and creative practice methods necessary for hair stylists, salon owners and hair health practitioners to provide optimum service for their guests. We are thrilled to share this exciting news with you! AIT education director Simone Lee is a formally qualified trichologist and trainer. With over twenty five years of working within the hair industry, Simone is one of the most awarded recognised artists in Australia, recently representing: • Dyson and Schwarzkopf Professional in the area of hair science, • and as a celebrity artist in film and television Simone became the AMIA national film and television screen artist of the year in 2018. So, what is trichology? It is the branch of scientific study and practice relating to the health of hair and scalp. Some of the topics covered in the learning include: • hair loss, • hair thinning, • psoriasis,
The Colour Kristina Talks podcast, available on iTunes and Spotify, shares practical industry advice for colourloving hairdressers wanting to grow their confidence with all things colour, consultation, personal branding, creating your niche clientele, social media and biz tips, plus how to stay inspired. Each episode is supported with free downloadable resources such as mini eBooks and infographic posters on key points which are available from the website. Plus, every second week Kristina covers all things theory, consultation, quoting, chemical sensitivity, how to handle re-dos, gender free hair, hair-painting tips, colour chords and how they relate to hair and much more Initial guests have included Nicole Healy (aka @melbournehairblogger), Jessica Giles (@chic money), Kristin Rankin (creator of @thedresscodeproject) and Tom White (Rubi Hair, Melbourne). Hair Biz Year 14 Issue 2
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INDUSTRY NEWS | INDUSTRY NEWS | INDUSTRY NEWS PAST WINNERS SHARE WHAT ENTERING THE HAIR EXPO AWARDS CAN DO FOR YOUR CAREER
he says. This is echoed by Sharlene Lee of Circles of Subiaco salon, winner of 2019 Salon Business of the Year. “Allocate time, believe in yourself, and believe in your business because you can do it,” she says. Hair Expo Australia will take place at the Melbourne Convention and Exhibition Centre over 6-8 June 2020, with the coveted Hair Expo Awards being held on the evening of 8 June 2020. Entries for the Hair Expo Awards close at 5:00pm AEDT on Wednesday 1 April 2020 with finalists announced on 17 April. Entries can be submitted online at www.hairexpo.awardsplatform.com
AFFINAGE PROFESSIONAL LAUNCHES VEGAN COLLECTION
Another year, another Hair Expo Awards, as the illustrious event is gearing up to celebrate the greatest hairdressing talent in Australia and New Zealand for the 36th year. “The Hair Expo Awards remain the pinnacle celebration of our industry’s finest professionals,” says Hair Expo Awards Head Judge and Ambassador, Julie Piantadosi, who is returning to the role for the third year. “Year after year we see the importance of the Hair Expo Awards within our industry and how they elevate the careers of our finalists and winners, helping them reach their full potential and being celebrated throughout the world as leaders in our profession. We encourage all hair professionals looking to challenge themselves and boost their careers to enter the awards this year, and I can’t wait to see what incredible talent and skill is presented to myself and our new judging panel this June,” Julie concluded. Winner of the eminent 2019 Australian Hairdresser of the Year accolade, Dee Parker Attwood of Wieselmann Salon, notes that winning a Hair Expo Award can propel your career and open the door to incredible opportunities. “Winning a Hair Expo Award is incredibly rewarding, exhilarating and humbling. It gives you recognition for all your hard work and the awards are a great platform to propel yourself in the industry and get your name out there. And, from a business perspective, the clients and staff really love it and the recognition creates a real buzz in the salon,” Dee says. Dee’s advice to entrants of the 2020 Hair Expo Awards is “Preparation, planning and practice!” Danny Pato, formidable hair hero from across the pond and 2019 New Zealand Hairdresser of the Year, agrees that the Hair Expo Awards can create amazing new opportunities for entrants, and stresses the importance of preparation throughout the entry process. “Read the question carefully, use it as a guideline and start working on it NOW,” 20
Hair Biz Year 14 Issue 2
A new decade calls for a new retail collection from Affinage Professional that meets the needs of the modern salon. Designed for stylists and desired by clients, the Cleanse & Care Collection features natural Australian extracts, a UV filter to prevent sun damage and absolutely no nasties. Endorsed by PETA as part of their Beauty Without Bunnies program, the products are vegan, cruelty free, paraben free, sulfate free and colour safe. To celebrate the launch, the company partnered with ethical Australian fashion brand Tree of Life on their campaign shoot. “We’ve created this collection as a reflection of the values we uphold and the standards we know professional stylists expect,” said Affinage Professional CEO & Founder, Richard Jolly. “Tree of Life were a natural choice to work with on this campaign. We’ve always been a cruelty free company and are thrilled to expand on this commitment with our vegan retail collection.” As the perfect partner to Affinage Professional’s Infiniti, Essential Blends, Pop Art and Styling collections, these salon quality products care for all hair types. Each smooth and creamy formulation helps restore optimum hair condition for extended colour radiance and effortless hairstyling. Kakadu Plum is the key ingredient throughout the range, protecting hair against oxidative stress caused by free radicals. “We’re listening to the current and next generations of hairstylists to find out what matters to them and their clients,” Jolly continued. “Our Cleanse & Care Collection needed to deliver high performance for professionals, provide a luxurious experience for salon customers, stand out as part of a beautiful retail display and be easy to sell after the service.” A closer look at each product highlights just how well the collection caters for normal, dry and coloured hair. Hydrating delivers essential moisture, Purifying removes product build up, Sensitive is a fragrance free formula with antiinflammatory properties and Blonde offers superior toning of unwanted brassy and gold hues. “As one of our signature retail ranges, the Cleanse & Care Collection packaging needed to fit with the modern aesthetic of our Styling Collection but still retain its own identity. The organic design evokes the botanical ingredients of the range in an elegant way.” Premium hair treatments also play a big part in the collection. Miracle Repair Mask and Miracle Leave In Balm already have a cult following due to their ability to quickly nourish dry and damaged hair, smooth frizz and add shine. The same can be said for 24/7 Heaven Cuticle Sealer which provides long lasting hydration and thermal protection for soft and silky hair. “Our goal was to create a timeless collection of products that would outlast the trends and we’re so excited to share the results.” For more information, please contact Affinage Professional on 1800 804 757 or visit www.affinage.com.au
INDUSTRY NEWS | INDUSTRY NEWS | INDUSTRY NEWS MUK HAIRCARE EDUCATION 2020 BY EDUCATOR
KATY REEVE LAUNCHES KATY REEVE EDUCATION
LIZZIE LIROS
CLIVE ALLWRIGHT DATE
SESSION
LOCATION
TIME REQUIRED
Monday 23rd March
Workshop + Look & Learn
ADL
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 30th March
Workshop + Look & Learn
PER
Monday 20th April
Workshop + Look & Learn
MELB
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 11th May
Workshop + Look & Learn
BRIS
9.30am – 4.30pm & 6.30pm – 8.30pm
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 19th October
Workshop
MELB
9.30am – 4.30pm
Monday 26th October
Workshop
SYD
9.30am – 4.30pm
Monday 9th November
Workshop
HOB
9.30am – 4.30pm
DATE
SESSION
LOCATION
TIME REQUIRED
Monday 23rd March
Workshop + Look & Learn
HOB
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 7th September
Workshop + Look & Learn
MELB
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 14th September
Workshop
SYD
Monday 12th October
Workshop
BRIS
9.30am – 4.30pm
Monday 19th October
Workshop + Look & Learn
PER
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 9th November
Workshop + Look & Learn
ADL
9.30am – 4.30pm & 6.30pm – 8.30pm
SESSION
LOCATION
STEVIE VINCENT
RAZOR DOLLS
DATE
DATE
SESSION
LOCATION
TIME REQUIRED
Monday 25th May
Workshop + Look & Learn
MELB
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 1st June
Workshop
BRIS
9.30am – 4.30pm
Monday 29th June
Workshop + Look & Learn
ADL
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 17th August
Workshop + Look & Learn
SYD
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 24th August
Workshop + Look & Learn
PER
9.30am – 4.30pm & 6.30pm – 8.30pm
DATE
SESSION
LOCATION
TIME REQUIRED
Monday 16th March
Workshop
MELB
9.30am – 4.30pm
9.30am – 4.30pm
TIME REQUIRED
Monday 9th March
Workshop
SYD
9.30am – 4.30pm
Monday 13th July
Workshop + Look & Learn
MELB
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 3rd August
Workshop + Look & Learn
BRIS
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 28th September
Workshop + Look & Learn
ADL
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 16th November
Workshop
PER
9.30am – 4.30pm
JUDI SEELEY BRENT BENNETT
Monday 30th March
Workshop
BRIS
9.30am – 4.30pm
Monday 4th May
Workshop
SYD
9.30am – 4.30pm
DATE
SESSION
LOCATION
TIME REQUIRED
Monday 11th, Tuesday 12th & Wednesday 13th May
muk Master Colourist
ADL
9.30am – 4.30pm x 3 days
Monday 22nd, Tuesday 23rd & Wednesday 24th June
muk Master Colourist
MELB
9.30am – 4.30pm x 3 days
muk Master Colourist
BRIS
Monday 6th, Tuesday 7th &
9.30am – 4.30pm
Workshop + Look & Learn
PER
9.30am – 4.30pm & 6.30pm – 8.30pm
Wednesday 8th July
Monday 20th July
Workshop
HOB
9.30am – 4.30pm
Monday 20th, Tuesday 21st & Wednesday 22nd July
muk Master Colourist
SYD
9.30am – 4.30pm x 3 days
Monday 17th August
Workshop + Look & Learn
ADL
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 24th August
Workshop + Look & Learn
MELB
9.30am – 4.30pm & 6.30pm – 8.30pm
Monday 14th, Tuesday 15th & Wednesday 16th September
muk Master Colourist
PER
9.30am – 4.30pm x 3 days
Monday 15th June
16
x 3 days
17
muk Haircare is excited to launch their 2020 Education calendar featuring some of the country’s most unique and inspiring education experts. Since the brand launched in 2006, muk’s vision was to create a platform of education which was innovative, creative and offered opportunity to learn and grow for hairdressers at any stage of their career. With the below Guest Artists, the brand has achieved exactly that and more. muk Haircare’s Global Artistic Director, Clive Allwright, is synonymous with hairdressing excellence, specialising in customised and commercial precision haircutting and client experience. Energetic and generous in his approach, Clive will empower students with the outcome that quality can be replicated consistently and efficiently with clients. Clive’s SUPERCHARGER workshop focuses on express haircutting techniques to increase productivity. muk Haircare’s Vivid colour specialists and one of the most progressive, sustainable salons in Australia, Brooke and Peanut live and breathe a world of colour. Razor Dolls are renowned for their vivid colour work, with over 90% of their salon colour reflecting this, so their expertise and understanding of this market is superior. VIVIDS UNLEASHED workshop will feature Brooke and Peanut, sharing their knowledge from the creative to commercial, exploring the unlimited potential of Vivid muk Direct Dye Colour. An award winning colourist, specialising in creative colour techniques and seamless ombre, Brent Bennett’s EXPRESS YOURSELF workshop will consist of a technique, hands on workshop, which explores the entire muk Hybrid Cream Hair Color palette. From his unique perspective as a trained artist, Brent will create personalised formulations, focus on placement and commercial techniques including unique ombre application. The end result is to achieve seamless results and subtle tonal drift, every time. One of Australia’s most highly acclaimed and celebrated multi-award winning hairdresser, specialising in red carpet and session styling techniques. Back from an educational journey in Russia, Lizzie’s workshop FROM RUSSIA WITH LOVE, will enlighten attendees with unique techniques coming out of Russia, converted to commercial realities. Lizzie will share her expert knowledge in preparation, braiding, flawless and polished perfection, including ridging, curls, hair up and a clean finish. Be ready to be motivated and fall in love with styling hair again. Introducing for the first time to muk Haircare education is Stevie Vincent. Hailing from Western Australia, Stevie is a rising star in hairdressing with a booming salon leading the way in digital solutions. #COLOUR.BUSINESS.SUCCESS focuses on colour techniques and strategies for social media success. With Stevie’s knowledge of the natural understanding of hair, it’s texture, potential and how colour should be placed, she will inspire attendees with a unique session incorporating customised commercial colour techniques, featuring the muk Hybrid Color range. Stevie will also share her insights into building a strong online business. www.mukhair.com
EDUCATION
20 20
DISCOVER EXPLORE BECOME
1
Following a decade tenure with TONI&GUY Australia as National Creative Director, AHFA NSW Hairdresser of the Year Katy Reeve launches Katy Reeve Education. Whilst her portfolio is saturated with frequent hair fashion appointments and aspirational creative exploits, her commercial sensibility is firmly cemented. With a family heritage steeped in hair and education, (her father coaching Gianni Scumaci through his apprenticeship and her mother a well-loved high school teacher) Katy’s vocation was perhaps in part genetically pre-destined and why she is so often described by the industry as a born teacher. With a 10year stint as Salon Owner/Manager at TONI&GUY Manly, the relevance of Katy’s education content and approach is inspirational without being creatively overindulgent, a favourable solution for Salon Owners needing results driven training, and stylists seeking personal development. With a simple 5 course offering, delivered in-salon to maintain environmental relevance and convenience, Katy Reeve Education provides a highly accessible programme for all salons seeking cutting and styling training, irrespective of life cycle, size, or market. Program selection includes: • A L I G N - Fundamental cutting course • E X P A N D - Advanced Cutting Course • P E F O R M - Hair Fashion Styling Course • CONNECT-EXPRESS-DELIVER- Stage or Platform work • BESPOKE- Personalised Tailored Cutting Course www.katyreeveeducation.com
Selling or buying a salon? Ask the Specialists • Fully licensed brokers • Backed by a team with extensive industry knowledge • Proven track record in successful business sales • Brokers who understand the market • Fully confidential process • Registered buyers • Buyers advocacy • Tailored exit strategies “I feel privileged to have known Brett Buckley personally and witnessed his passion and incredible knowledge of his industry for over 15 years. His ongoing enthusiasm and understanding in many industries has made him a leader in business brokerage. As a business owner of many years in the hair industry, I highly recommend Brett’s skills, knowledge, and experience but most importantly trust and admire his genuine kindness and integrity.” - Mandy Mattiske. Owner of the Basin Haircutters
For a completely confidential free appraisal on your salon contact Ray White Business Sales SA/NT Brett Buckley
MBA, CPM, FAMI, GAICD
0432 231 630 brett.buckley@raywhite.com
Steve Kurtzer 0404 369 202 stevekurtzer@raywhite.com
raywhitebusinesssalessa.com.au
HAIR BIZ FORUM This annual educational event is back bigger and better than ever in 2020 at a new venue and location – The Gold Coast Convention and Exhibition Centre, Broadbeach, Gold Coast QLD.
DESMOND MURRAY – UK Continuing with the well-received and loved format from the last eleven years, Hair Biz Forum will include an all-inclusive event described now as ‘Splendour in the Grass for Hairdressers!” With both Catwalk and Theatre Seating for 500+. The event will still be a mix of Creative and Business Sessions offering education, entertainment and inspiration. The all-inclusive ticket price of $330 for the entire day, makes the event more accessible than any other industry event, to all individuals, as well as the best value for money ticket in town, not to mention the special apprentice price of $199 to encourage the youth of the industry to attend. This full day program starts with arrival buffet breakfast at 9.00 am, with the day of sessions. in the Arena. beginning at 10 am and going through until 3.45pm including a buffet lunch. Finishing earlier this year gives attendees plenty of time to go and get ready for the Night of Nights, The Australian Hair Industry Awards, also held at the GCCEC. This full day represents amazing value for money and allows a cross section of delegates to attend. Owner Linda Woodhead says of the event, “Once again we have brought together over an incredible calibre of varied artists and speakers for our audience to enjoy all in one day for just $350. With a delicious buffet breakfast and afternoon tea included, show bags from our sponsors with heaps of goodies, 22
Hair Biz Year 14 Issue 2
HAIRBIZ FORUM represents the BEST VALUE FOR MONEY of any event on the Australian Hairdressing Calendar.”
MEET THE ARTISTS
With a stellar line up of artists this year appearing live at HAIRBIZ FORUM, we invite you to take a sneak-peak at what to expect from the incredible line up of talent and find out what you can expect to see on this day of days, unlike any other! Meet, Mingle, Learn and be Entertained!
DESMOND MURRAY – UK
Presents PARISIAN Sponsored by matrix and EVY Professional
Multi-award-winning Desmond Murray is known for his bold vision and big personality – alongside a unique hairdressing talent, honed over three decades in the industry. An accomplished hairdresser, photographer, session and platform artist, Desmond works out of the Atherton Cox salon in London’s Marylebone and is Artistic Director for Matrix UK.
WHAT TO EXPECT Desmond will be showcasing his latest British Hairdressing Award-nominated collection, an amalgamation of classically beautiful, wearable hair with a modern edge. Learn the clever tricks and techniques behind the collection’s most iconic looks and discover how to draw inspiration from everywhere and bring your ideas to life, whether on the salon floor or in front of the camera.
SHANE HENNING
NATALIE ANNE
Presents SOCIAL PLAY Sponsored by HAIRBIZ NATALIE ANNE is widely regarded as the beauty industry’s leading Social Media Educator, whilst maintaining her multi-faceted titles of Celebrity Hairstylist, Salon & HairCare Brand Owner, Hair Styling Educator & Global Digital Content Creator. Natalie’s career credits include Winner of the 2019 “International Hair Influencer of the Year” Award at the American Influencer Awards, 2018 AHFA “Digital Influencer of the Year” & 2019 AHFA “Transformation Video of the Year”. WHAT TO EXPECT In this compact Social Play Session, expect to leave with an understanding of how to humanise your brand, the importance of knowing your audience, WHY you should be creating content and what our favourite apps & tools are- to get you started!
SHANE HENNING
Presents SIGNATURE SESSION Sponsored by Goldwell 6 times Australian hairdresser of the Year, Hall of fame recipient, Shane has many years’ experience working as a Goldwell Artistic Educator, magazine and editorial hairdresser. He’s the creative director and salon business owner of Noddy’s on King hairdressers with business partner Philip Galbraith in Newtown Sydney where Shane maintains and manages a large clientele.
WHAT TO EXPECT Shane will share with you some of his award winning photographic and editorial collections, with an on stage demonstrations working with salon friendly hair, natural movement, creative expression and editorial hair. Always authentic and real, Shane will share his signatures secrets.
WHAT TO EXPECT Industry icon, Oscar Cullinan, will sit down with Linda Woodhead for a no holes-barred, tell all interview. Three guest artists will create some of Oscar Oscar’s latest looks to demonstrate the current mastery of the brand and then join Oscar on the couch.
OSCAR OSCAR
BARBER BOYS/BARBERY
Presents 30 YEARS ON AND ONLY JUST BEGUN Sponsored by Oribe
Oscar Oscar Salons has celebrated 30 years of creating award-winning and glamorous hair under the direction of celebrity hairdresser Oscar Cullinan, twice-awarded Australian Hairdresser of the Year. The first salon opened in 1989 in Brisbane and today Oscar Oscar Salons are found in prestigious locations throughout Melbourne, Brisbane, Gold Coast and Toowoomba. The brand is also home to some of Australia’s best hairdressers and the team are renowned for creating more than just beautiful hair, they aim to create the best hairdressing experience in Australia. Oscar’s on-going commitment to producing glamorous and sexy hair has also seen him become aligned with some of Australia’s most high-profile fashion events, including Australian Fashion Week and is regularly called upon for his professional styling and editorial advice by the world’s most glamorous fashion and beauty magazines. “Hairdressing has been my passion and life for over thirty years. It allows me to express beauty and style as I see it.” – Oscar Cullinan
Presents COLLECTIONS UNPLUGGED Featuring Don De Sanctis, Johnny Georgiou, Anthony Staltari and Jordan Tabakman
Don De Sanctis
Johnny Georgiou
Anthony Staltari
Jordan Tabakman
Barbery the Craft of a Barber Academy is Australia’s first stand-alone Barbering Academy and Barber Boys are and Adelaide’s largest Barber chain. The Academy specialises in the delivery of the Certificate III in Barbering qualification, combined with the Barber Boys signature high level of service to clients means it’s an unbeatable combination to showcase Collections Unplugged. WHAT TO EXPECT COLLECTIONS UNPLUGGED - is all about taking our photographic collections of 2020 and recreating them onstage. Learn how our artists produce these shapes with a variety of high-end techniques that will inspire you and increase you own repertoire of cutting systems and processes. cont’d over page
OSCAR OSCAR
PROGRAM JUSTIN HERALD
Presents HOW TO GROW YOUR BUSINESS WITHOUT SPENDING A SINGLE CENT.
Justin Herald is known globally for taking his last $50 and turning it into a $30 million global brand (Attitude Inc). He is also Managing Director of Customer Culture, one of Australia’s leading customer service and customer engagement training companies and speaks at over 100 Conferences each year around the world.
their next salon service... and it’s having a positive impact on the planet and our local communities! The program specialises in collecting up to 95% of the salon waste bin and redirecting all material for reuse, recycling and repurposing solutions, while 100% of the recycling proceeds are donated to Oz Harvest and Kiwi Harvest to help provide meals for those in need. WHAT TO EXPECT Dive into the world of the green disruptor - when small business takes sustainability matters into their own hands! Gain insight on why collaboration is the key to progression, when innovation is the only solution, how to BE a green disruptor in just 4 steps and why we should all SUPPORT green disruptors to truly make an impact!
Sponsored by Matrix
Hair Biz Year 14 Issue 2
Guests arrive for Buffet Breakfast
9.00 am
MC’s Kobi & Adam Welcome
9.50 am
Justin Herald
9.55 am
Shane Henning
10.40 am
Kobi and Adam
11.10 am
Paul Frasca
11.20 am
Barber Boys/Barbery
11.45 am
Buffet Lunch
12. 15 pm
Kobi and Adam
1.15 pm
Oscar Oscar
1.25 pm
Natalie Anne
2.10 pm
Desmond Murray
2.50 pm
End
3.45 pm
HAIRBIZ FORUM 2020 GOLD COAST EXHIBITION AND CONVENTION CENTRE, BROADBEACH, GOLD COAST, QLD Sunday 3rd May, 2020 // 9.00am – 3.45pm
FULL DAY TICKET $330 Apprentice Price $199 Ticket includes ALL SHOWS, Arrival Buffet Breakfast, Lunch & Show Bag! Tickets available at www.mochapublishing.com.au/shop
PAUL FRASCA
24
TIME
MEET YOUR HOSTS KOBI BOKSHISH & ADAM CIACCIA
WHAT TO EXPECT What if there was an easier way to grow your business? Get ready for not only a practical and informative session, but also a hilarious one. Justin will show you how he grew a business that became an International success. Justin’s no-nonsense approach to business is one that is easily replicated. He will show you how “old school” ways are now the new way to grow a business. No fluff here… just useable methods and ideas
Presents SUSTAINABLE INNOVATIONS & GREEN DISRUPTORS Once a salon professional, a few years ago Paul Frasca put down the scissors and together with his partner Ewelina Soroko, they ignited a sustainability movement. Now, with Sustainable Salons, they’re changing the way the consumer thinks about
SESSION
Enjoy the day with our very special MC’s, who will be adding their own special touch of fun, as well as some hot tips, business and creative expertise and of course…a few surprises along the way. Literally anything could happen!
Special combo ticket is also available for a HAIRBIZ FORUM Ticket and AHIA Ticket. The Australian Hair Industry Awards Gala night is held on the same night also at GCECC from 7.30pm til late with After Party being held at Nineteen, the Star. For your special discount accommodation at THE STAR, simply call reservations on 1800 074 344 and quote HAI230420
COVER STORY
THE milk_shake MOVEMENT milk_shake gets set to bring more than just the boys to the yard in 2020 with a bevy of new product launches + salon concepts The announcement of global milk_shake ambassador + collaboration partner, Franco Gobbi, saw milk_shake take to the catwalks + fashion campaigns of the world. With his work gracing the covers of Vogue numerous times throughout his career, Franco expresses his creativity on the hair of artists such as Björk, Adele, Cyndi Lauper, Courtney Love, the XX, and models Irina Shayk and Isabeli Fontana. Franco Gobbi's collaboration with milk_shake sees an increasingly intense connection between the world of fashion, directly to milk_shake product and campaign development. One of Franco's first projects with milk_shake was in the creation of the milk_shake Braiders concept. milk_shake Braiders allows you to make your business unique with space and marketing dedicated to prêt-à-porter hairstyles. Braids are having a moment and that moment is going to continue for a long time given the consistent appearance on catwalks and celebs world-wide. Is your salon capitalising on this trend as well as it could be?
The milk_shake Braiders collection consists of 3 unique collections; Femme Style, Rock Look + Teen Spirit, each of which showcase 6 different styles. All 18 styles have been created and perfected by Franco Gobbi himself. To bring these original looks to life, milk_shake educators from across the world descended in Milan, milk_shake HQ, to master the looks. The milk_shake Australia education team are very excited to bring this back to their salons + launch this concept nationally.
This isn't just a collection of braids and knots, this is an _ add on service for your salon _ a marketing opportunity _ customer acquisition campaign _ a resource that gives you an opportunity to take your business out of the salon & into where the action is. The milk_shake Braider Pop-Up bar can be used in a corner of the salon, to dedicate space and marketing for this express service, or, take it out to your local events, music festivals, markets, races, collaborations with local fashion stores. 3 dedicated braiding products include milk_shake Lifestyling Grease, Lotion + Cream which complete the Braiders concept.
Due to hit salon shelves in the next few weeks, milk_shake have also launched a dedicated Curl line, as featured on the inside front cover of this issue. Again flexing their artistic flair for product design + sourcing the finest ingredients including responsibly sourced natural oils from the amazon rainforest. Rounding out just the first half of 2020, milk_shake will launch an additional 5 must-have styling products including Powder Pop, Curl Shaper, Blow-dry Primer, Medium Hold Gel + a Fixing paste... Keep an eye out for the cute packaging design to come! Follow milk_shake on socials to follow the Braiders community + keep up with their never ending list of exciting launches.
@milkshakehair_aus milkshake - Australia To become a milk_shake Braider or to find out more about milk_shake, contact your local distributor on: Qld _ Conceptual Brands [1300 110 032] Vic _ K Two & Co [0409 596 771] Nsw _ Conceptual Brands [1300 110 032] Sa _ Hair Beauty Co-Op [1800 635 545] Wa _ Ultimate Salon Supplies [08 9204 2200] Tas _ AJHS [0409 014 070]
IHA 2020Mad rid AUSSIES SHINE AT
Best International Avant Garde Collection - Dee Parker Attwood
Best Women’s Commercial Collection - Lisa Polini
“IT’S AN OVERWHELMING FEELING TO BE RECOGNISED BY YOUR IDOLS WITHIN THE INDUSTRY ON SUCH A HUGE AWARDS PLATFORM.” - LISA POLINI
28
Hair Biz Year 14 Issue 2
Two of our brightest industry stars have absolutely dazzled on the global stage, each bringing home a winner’s trophy at the International Hairdressing Awards in Madrid, where over one thousand professionals from 30 different countries attended one of the great nights on the international hairdressing calendar. Huge Congratulations go to Dee Parker Attwood for winning the Best International Avant Garde Collection and Lisa Polini for Best Women’s Commercial Collection. Reigning 2019 Australian Hair Expo Hairdresser of the Year, Dee Parker Attwood, has continued her stellar year by taking out the category of Best International Avant-Garde Collection with her stunning collection, “Shallow”.
Best International Avant Garde Collection - Dee Parker Attwood Best Women’s Commercial Collection - Lisa Polini
Dee’s crowning as 2019 Hair Expo Australian Hairdresser of the Year marked only the second year a woman was awarded the esteemed accolade in Hair Expo Awards’ 36 year history, after Jayne Wild in 2011. When asked her thoughts on why women appear to be under-represented at the top of hairdressing, despite it being a female dominated industry, Dee insightfully shared; “There have always been talented females in our industry and there will continue to be in the future. The time, energy and financial commitment required to put into each collection can take over your life and the family factor may have impacted this in the past. However, as more women are working, we will see more women enter awards. Women are working out the balance of family and career, and they can have it all.” “For this collection, I wanted to showcase a variety of skills. The collection was a playground for everything I love in hairdressing for 19/20- shapes, braids and precision haircutting. Strong, yet always beautiful”. Says Dee, “It’s been an absolute whirlwind- just wonderful! I had heard of the International Hair Awards previously but when I got there and realised how big it really was, both Lisa and I were blown away. My favourite hairdressers in the world were there, some entered, some watching and to have two Australians take out 2 of the 5 awards was amazing. Australia is so well respected in the industry and the networking and overall experience is something I will never forget”.
Best International Avant Garde Collection - Dee Parker Attwood
And uber- talented industry firecracker, Lisa Polini wowed the judges with her Highland Armour, a collection of editorial images influenced by one of the late Alexander McQueen’s more controversial collections, which pushed the boundaries of fashion through its fearlessness, having a ripple effect on the fashion industry Lisa’s Highland Armour collection showcases a brilliance and dimension in hair colouring and designer fashion. The tartan inspired collection is pushed to a dark side of beauty where women feel liberated to embrace their power and can express their individuality through creative hair fashion. Discussing the incredible win, Lisa said, “It’s an overwhelming feeling to be recognised by your idols within the industry on such a huge awards platform. I feel completely blessed to accept this award and represent not only De Lorenzo Haircare but also Australia in an international award. The calibre of work in the competition is so impressive, so it really feels surreal to stand beside so many international talents and be acknowledged. Sometimes your dreams become reality! It’s a true pinch me moment” Other accolades presented on the night included the very famous British hairdresser Trevor Sorbie receiving the International Hair Legend of the Year honour award, Angelo Seminara (UK) crowned for the second consecutive year as International Hairdresser of the Year, Jim Shaw & Daisy Carter (UK) for Best International Men’s Commercial Collection, and X-presion (Spain) for International Artistic Team of the Year. Hair Biz Year 14 Issue 2
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MENTORED BY
ERROL DOUGLAS Pauline Mathilde Prechonnet is an energetic and talented 26 year old French woman living in Sydney. With 10 years’ experience working at salons in both France and Australia, Pauline has worked her way to becoming a renowned global hairstylist. Her dedication to the industry and her innate need to push her creative boundaries is evident through her competition work, with her main accomplishments including a Finalist nod in the Australian Beauty Stylist Awards 2016 and competing at Hair Expo France. Her working career has taken her to some of the best salons the industry has to offer. In France, Pauline was Creative Editorial Stylist for La Biosthetique, where she also demonstrated her creative flair for French Marie Claire Magazine and worked at multiple Paris Fashion Weeks. In 2016, Pauline made her Australian debut at Sydney’s La Biosthetique flagship salon before being offered the role of Lead Stylist at Tribe Lifestyle salon in Sydney CBD, where she works today whilst also sharing her skills as a member of the creative team for Aveda Australia. Her talents have been called upon to style for the David Jones spring/summer ’18/19’ runway collection, MBFW Sydney and NYFW19, along with numerous editorial magazines shoots. But beyond all of these outstanding achievements, we know what you’ll be most curious about is Pauline’s amazing experience of being mentored by globally renowned and loved British Hairdresser of the Year, Errol Douglas MBE. Hair Biz Editor, Kym Krey spoke with both Pauline and Errol recently to get the inside word on this experience.
PAULINE --PAULINE, TELL US ABOUT THE EXPERIENCE OF BEING MENTORED BY ERROL DOUGLAS MBE AND HOW THIS CAME ABOUT.
PP. Errol and I have been working on projects together for over a year now, and it’s been awesome because I’m always wanting to learn and improve my skills and he’s been a great inspiration for me. As well as being ultra-talented and totally ‘connected’, Errol has a beautiful soul and is so spiritual. I heard 30
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that he would be at the AHFA award night last year, so I went along but didn’t get the chance to approach. I decided to reach out to him the next day in the hope that we could meet. He was just about to leave Sydney but we communicated from that day and I immediately found him genuinely helpful and humble. I couldn’t’believe it was actually happening…
LOOKING BACK, HOW HAS THIS IMPACTED YOUR CAREER TO DATE?
PP. I’m based in Sydney and Errol’s based in London but we started to call each other on a regular basis, working on key inspirations and projects. In December I flew him over to Sydney for the debut of my AHFA NSW Hairdresser of the Year collection, and it was great to just know he was there. That was the most memorable day in my life to date!
“I CRAVE LEARNING AND I AM ON A CONTINUOUS JOURNEY TO IMPROVE MYSELF – TO BE BETTER, DO BETTER.”
- PAULINE MATHILDE PRECHONNET
HOW DO YOU FEEL YOU HAVE EVOLVED AS AN ARTIST AS A RESULT OF THIS EXPERIENCE AND HOW HAVE YOU SEEN YOUR WORK EVOLVE?
PP. I wouldn’t have had the confidence or the contacts to produce a collection meritable enough to enter awards at that stage and I knew I needed more mentoring. Having said that, one-to-one mentoring with Errol Douglas was far too ‘out there’ to consider, but having said that, Errol has been absolutely amazing and I do feel like the luckiest girl alive that he has seen something in me and has helped provide the strength for me to achieve my personal best.
WHAT HAVE BEEN SOME OF YOUR GREATEST LEARNINGS?
PP. I crave learning and I am on a continuous journey to improve myself – to be better, do better. Errol hasn’t just taught me about hairdressing, he’s taught me about attitude and state of mind. We are very alike in that we are both positive people and to be surrounded by such positivity you can’t help but succeed. Learning to believe in myself was the greatest learning of all.
WHAT ARE SOME OF YOUR CAREER ASPIRATIONS OR WHAT’S ON THE HORIZON FOR YOU?
PP. For the coming year I really want to keep my focus on editorial/fashion work. After working on different projects alongside Alan White, editorial hairstylist, I hope to become his first assistant, sign with an agency by the end of the year and watch my talent go global! @pauline.m.prechonnet
ERROL--ERROL, TELL US HOW YOU ORIGINALLY DISCOVERED PAULINE AND WHAT IT WAS ABOUT HER WORK THAT CAPTURED YOUR ATTENTION.
ED. This is quite a funny story because last year when I was at a big awards ceremony, I was not aware of Pauline until she contacted me after the event. Even though we were in the same room together, she could not get to me to start a conversation. The next day she reached out to me on Instagram, and from there we just seemed to hit it off. I was impressed by her confidence in approach and her assuredness that I would get back to her. She directed me to her Instagram and from then on bombarded me with images of her work.
FROM YOUR PERSPECTIVE, HOW IS PAULINE DIFFERENT OR UNIQUE AS A HAIR ARTIST? WHAT MAKES HER STAND OUT?
ED. Pauline has a unique ambition of where she wants to be in the industry coming from France. She is dedicated, always willing to go that extra mile and is prepared to work hard. I think in this industry somebody distinctive always stands out. We are in a society where everybody wants a ready-made life but are not prepared to work for it, yet Pauline is reluctant to be knocked down or told she can’t do something
HOW YOU WERE ABLE TO GUIDE PAULINE THROUGHOUT THE MENTORING PROCESS?
ED. The mentoring process for me is really important. There are factors in, not just owning a salon, but the education and tutoring inside. I was fortunate enough
in my career to have mentored four fame teams in England and watching these unique people grow is my life’s work. Our process started with understanding each other and then creating artistic content, i.e. working on a shoot together. I think it is essential to have the right foundations i.e. cutting, styling, backcombing, plaiting. I know it’s a cliché to say but the basics are essential. Not everybody can do backstage shows, and more importantly not everybody can do session work. This is where the mentoring process really kicks in.
“THE INDUSTRY’S FUTURE DEPENDS ON CREATIVELY STEERING RISING YOUNG HAIRDRESSERS.”
- ERROL DOUGLAS
WHAT DO YOU SEE IN PAULINE’S FUTURE AS A RENOWNED STYLIST?
ED. Her future is going to be massive. Not only is she a talented hairdresser, she has the staying power and the longevity to be the next Jayne Wilde, Renya, Caterina Di Biase, Jenny Kim or Sharon Blain. I think it is really important to create new blood in the industry and I think it is essential for people like myself to be behind these individuals pushing them to their full potential. I have always been open in my direction in the industry, and we need to be together even more, moving into this new decade. I can see her winning major awards in the industry now and in her future.
WHAT DO YOU MOST ENJOY ABOUT MENTORING TALENTED ARTISTS?
ED. Definitely the collaboration, and not over-taking the person, bonding and working with the artist and always helping to promote their individual ideas. Mentoring never works if you are forcing your ideas and emotions on a person. A guiding hand is always better than an imposing opinion. The most exciting thing in mentoring is sharing the stage with up and coming hairdressers.
IS THERE ANYTHING ELSE YOU WOULD LIKE TO ADD?
ED. The industry’s future depends on creatively steering rising young hairdressers. The global scene is so active with hundreds of shows around the world, so there’s an opportunity to give a hand helping the future of hairdressing. One of our biggest hairdressers is Chris Appleton who came from one of my Fame Teams from a little town in Nottingham and now he is one of the hottest hairdressers in the world.
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THE BOB: ALWAYS IN FASHION
i z i on K n i k With A
It may be more than 100 years old, but the bob is as popular now as it was in the 1920s, however it’s had a few incarnations along the way. From the inverted bob to the pageboy and the pob to the lob, this look never goes out of style.
Akin Konizi, International Creative Director of HOB Academy, 4-time British Hairdresser of the Year and undisputed bob aficionado says, “There is a bob shape to suit all face shapes and hair textures, and it’s the change of angle that makes each different. Mastering the perfect bob is the holy grail for most hairdressers!” To celebrate 100 years of the bob and to see each through the eyes of a true artisan, Hair Biz Editor, Kym Krey spoke to Akin Konizi recently.
BOBS CAN BE ONE OF THE MOST CHALLENGES SHAPES TO LEARN FOR YOUNG HAIRDRESSERS. WHAT DO YOU THINK MAKES THEM SO DIFFICULT?
A bob is one of the best haircuts to learn because it teaches body positioning, arm positioning, using a static blade with your scissors; there’s so much to take into consideration which makes it so difficult. On top of that, it is a 32
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geometric cut so if it’s not properly balanced it’s very obvious. Then you have different variables of graduation – vertical, reverse – these all make a difference to the final outcome. It’s also very easy to spot a badly cut bob so that’s extra pressure as well!
WHAT ARE THE MOST COMMON MISTAKES WE AS HAIRDRESSERS MAKE WHEN CUTTING BOBS?
The most important factor on any bob is that it’s a flowing line from the back to the last hair at the front. There is more shrinkage at the front because it’s normally longer and needs more compensation on the angle to keep the hair in a straight line. Secondly, it is difficult because sometimes the head is in the wrong position when you’re cutting. It must be consistently straight down, or consistently straight up, it’s no good if the client keeps moving their head around. Thirdly, there is a strange object called the ear that has no sympathy for the hairdresser and will disrupt your line! Allowance must be made for when the hair dries to re-
cut over the ear area, so you don’t get a hole where the ear sits. Leave it too long rather than perfect and then check again when the hair is blow dried.
WHAT ARE YOUR SECRET TECHNIQUES AND FINISHING TOUCHES TO GIVE YOUR OWN BOBS A TRULY UNIQUE LOOK?
1. Make sure the longest hair is the last hair at the front that frames the face and it’s not angled up or shorter. 2. Make sure the fringe is a grown-up fringe and sits in the fringe area. 3. Ensure the bob is a length that suits the face, neck and body.
WHAT ARE SOME OF THE BIGGEST EVOLUTIONS THAT YOU’VE SEEN IN THIS SHAPE THROUGHOUT YOUR CAREER?
Over the last 40 years the bob has had every possible change, from inverted, to a pageboy, to a pob, with or without a fringe, and then to the current popular mid-length bob. A bob will be forever changing. The evolution of the bob is in the lines being continuous and flowing, which is all about good technique. Over the years there’s definitely been an improvement in that!
HOW DO YOU PREDICT THE BOB SHAPE CHANGING INTO THE FUTURE?
The bob shape will continue to change year on year. It is the halfway house between long mermaid hair and someone who wants a big change but isn’t ready to go short. The mid-length bob gives them that change, then they’ll love it and potentially will continue to go shorter and stronger. A bob is similar to the changing variations of the trouser; it’s always the same but one slight difference, e.g. flared or skinny, is what makes it current.
WHY ARE BOBS STILL SO POPULAR?
It will always be popular because it’s not short and it’s not long, it’s a compromise. Because the hair is still quite long in the layers it doesn’t feel like a short, static style so it’s not a shock to the client. It’s also a statement cut that can be a strong and hard, no-messing-about dominatrix cut, or a softer, more feminine and adolescent, grown-up cut.
TAKE US THROUGH THE MOST COMMON AND ICONIC BOB SHAPES AND HOW TO ACHIEVE THEM:
The Classic Bob: This style is one-length all around the head and is typically chin length. There are no layers, so can be blunt cut or point cut if you want it to be softer. The Square Bob: A square shape with a square, strong fringe, it was popular in the 80s and is making a comeback. It is typically jaw length. The Inverted Bob: This type of bob is shorter at the back and longer through the front. It features a tapered back with lots of layers for a curved finish. The Graduated Bob: Graduated bobs are one of the more common types of bobs. Stacked layers through the back give the style a curved finish, getting longer towards the front.
TOP TIP
All bob lines should start at the centre back and end at the front. One continuous flowing line, with no joins, and typically the last hair at the front of the line should be the longest – that’s the sexy bit! www.hobsalons.com/academy
“MASTERING THE PERFECT BOB IS THE HOLY GRAIL FOR MOST HAIRDRESSERS!”
THE NZ KIWI AND THE SPANISH BULL
Kiwi and Bull is the creation of two talented hairdressers, Kris Schriffer and Daniel Lainez, bringing passion for all thing’s hair culture to Southport on Queensland’s beautiful Gold Coast.
Kris Schriffer and Daniel Lainez
Both boasting over nine years’ industry experience, they’ve worked with some of the industry’s most elite Melbourne salons and Fashion Week designers but interestingly, hairdressing was not their original career choice. Their lives changed when they saw an ad on television about studying hairdressing at TAFE and turned to each other with exactly the same idea in mind! For 18 months, they juggled study through the day and working each night before working on the Gold Coast and then Melbourne where they benefitted greatly from the mentorship and training from the fabulous team at Rubi Hair.
“WE’RE BOTH BIG BELIEVERS IN EDUCATION AND OWE WHERE WE ARE TODAY TO THE TIME WE SPENT WITH SOME INCREDIBLE MENTORS DURING OUR JOURNEY.” 34
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Since then, they’ve wasted no time getting to work and building both their business and their list of accolades which include Finalist nods in AHIA New Salon of the Year, Best Customer Service and being voted in the Gold Coast Bulletin’s top 10 stylists on the Gold Coast within their first 6 months of business! The name, Kiwi and Bull represents the combination of their heritage, with Kris being the New Zealand Kiwi and Dan being the Spanish bull. Their individual skills also blend beautifully, with Dan bringing a special flair for short ladies’ cuts and creative foiling patterns and Kris being the salon’s
Their passion for hair is second to none, and their skills have been honed by industry leaders allowing them to now mentor a new generation of stylists with a Queensland Apprentice of the Year award and Finalist placing in AHIA Australian Apprentice of the Year already under their belt. With their star definitely on the rise, Hair Biz Editor, Kym Krey caught up with Kris and Dan recently to learn more about their story.
TELL US MORE ABOUT HOW YOU CAME TO BE IN THE HAIRDRESSING INDUSTRY.
We originally met while working in the marine industry- Daniel as a boat builder, and Kris as a cruise attendant. One year into our relationship, we saw that TV commercial for a full-time hairdressing course at TAFE and that was it! We turned to each other and said how much we’d both love to do that! A few months later we were enrolled in TAFE and starting our 18-month, full-time Certificate 3 Hairdressing course. From day one, we knew we had found our passion, and really wanted to make our mark. We moved to Melbourne to work for some top-tier salons, like Rubi Hair which was a transformative career move, being mentored by some of Australia’s best in the industry. We still use the lessons these powerful and inspiring mentors, Kaye Rubi and Michelle Mead taught us to this very day.
YOU SHARED THE EXPERIENCE OF WORKING ON SEVERAL MERCEDES BENZ FASHION WEEKS. HOW HAS THIS INFLUENCED YOUR BUSINESS AND YOUR CLIENTELE TODAY?
Being a Schwarzkopf salon, we had the opportunity to work behind the scenes of the Brisbane Mercedes Benz Fashion week, which was an amazing experience. For Kris, and senior stylist Theresa, working with Dee Parker Attwood, 2019 Hair Expo Australian Hairdresser of the Year, meant so much. Dee was so generous with her knowledge, and we both came away from the experience with valuable skills and a knowledge of some of the high fashion looks that we could recreate in the salon.
WAS IT A DIFFICULT MOVE TO LEAVE MELBOURNE AND RETURN TO THE GOLD COAST?
After two years, we realised Melbourne was not the city for us as we missed the Gold Coast’s relaxed lifestyle and sun! The Gold Coast offers every opportunity the big cities do, with the bonus of a beautiful beachside playground. Plus, of course, our families are here, and family are very important to us.
YOU EACH HAVE QUITE UNIQUE AREAS OF SPECIALITY, WITH DAN’S AMAZING FOILING PATTERNS AND PRECISION CUTTING, AND KRIS’ BLONDES AND BALAYAGE. HOW DOES THIS BENEFIT THE BUSINESS?
In the first year of operation, it was only Dan and I on the floor, so our skills working well together benefitted the salon greatly. Daniel’s biggest strength is transforming a client’s style; building so much trust that they would allow big changes that suited their face shape and personality. There’s no bigger reward than seeing a returning client with so much more confidence and joy … a new hairstyle can really change someone’s life! Kris is known for his foiling technique, where foils are placed on a diagonal and meticulously weaved, for consistency which is one of our strongest values at Kiwi and Bull Salon. This allows a variety of options, from on-trend root shadows, to bright, creamy and expensivelooking blondes. Knowing the importance of guests returning regularly, Kris always creates a colour that can be refreshed or given an exciting new look to entice the client back at the six-week mark.
YOU ACHIEVED FINALIST RECOGNITION IN THE AHIA CUSTOMER CARE CATEGORY. CONGRATULATIONS! TELL US ABOUT YOUR UNIQUE PROCESS OF CLIENT CARE.
All of our guests are VIPs, no matter who they are, so we model our client care on how FirstClass passengers are treated on an international flight. We work really hard to create a safe, relaxing environment where guests can let their guard down and express what they would like to have done. Our salon experience is unique, in that we incorporate a Spanish style tapas lounge feel, inspiration from the streets of Europe, and a mix of Kiwiana! We’ve created a luxurious ambience where we serve boutique coffees and tea, complimentary wine, Spanish cocktails, and an array of snacks. We also offer a ‘Tapas Saturday’, where guests receive cheese boards and sangria! Every guest is welcomed at the door and escorted to their seat, while a mix of Spanish tunes and old school kiwi songs play. Customer care is another of our key values, and every new client is sent a message two days after their service to ensure they are 100 percent happy with their hair and experience. We treat our guests like family, because they are. cont’d over page
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YOUR TEAM HAVE ALSO WON MANY AWARDS THEMSELVES. TELL US ABOUT YOUR TALENTED TEAM, AND WHAT THEY HAVE ACHIEVED.
Within the last four years we made a conscious effort to really get involved in the industry awards, to better ourselves, and create awareness for our brand and team. In just four years we’ve had quite a few achievements to celebrate including Top 10 Gold Coast stylists, Gold Coast Apprentice of the Year, Finalist, AHIA New Salon of the Year, and our team member, Lee Cutting won 3rd place in the BHBE Colour Competition. Lee was also named a top 10 Gold Coast stylist in 2019 and Sarah Stewart became a Finalist in Gold Coast Apprentice of the Year too. We also became an AHC Gold Salon in 2019, as well as our Finalist place for AHIA Best Customer Care.
HAS THE BUSINESS SIDE OF SALON OWNERSHIP COME EASILY TO BOTH OF YOU OR IS THIS SOMETHING YOU’VE HAD TO WORK AT?
We’re lucky that we work well together and bring out the best in each other. Honestly, the business side was very overwhelming at the start, but we researched a lot and built a great business plan with our accountant. I don’t think anything can prepare you, but it has been an incredible learning curve! We had no knowledge of business before we started, so having a solid business plan helped us immensely. It gave us goals to achieve so we knew we were on the right path. Being a Schwarzkopf professional partner has also helped us incredibly, as there is so much support with this brand. Kris completed a business course with Kelly Kent which was very rewarding and valuable learning what profit margins need to be made.
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HOW DO YOU KEEP THE MANAGEMENT AND CREATIVE ASPECTS OF YOUR WORK INSPIRED AND FRESH?
We’re both big believers in education and owe where we are today to the time we spent with some incredible mentors during our journey. Some of the mentors that have inspired us and stirred our creativity are Dario Cotroneo, Peter Dorio, Bernadette Beswick, Geoffrey Herberg, and Kelly Kent. We also give our staff a lot of freedom and don’t like to micromanage. Hairdressing is about expression and the freedom to create. We also partner with Mr. Smith haircare and their creative work is a massive inspiration to our team. We are huge fans of Freda Rossidi’s work and we were lucky enough to have in-salon training with her. Another source of inspiration is social media, seeing different trends from salons around the world.
WHAT HAVE BEEN SOME OF YOUR MOST SUCCESSFUL BUSINESS DECISIONS?
1. The location of our salon, as it’s close to public transport and also has free parking available at the mall close by. For guests staying longer than three hours, we have spaces available behind our building. 2. Investing in a professional marketing agency (Cue Media) and in particular our website which allows online booking and allows us to reach new guests. 3. Having a strong social media presence and utilising all that social media has to offer. We upload a lot of our work on to Instagram and have a five-star review presence on Facebook. 4. Having a strong reputation management system for Google Reviews, maintaining responses and mitigating any negative reviews through enhanced customer service 5. Choosing Schwarzkopf Professional and Mr. Smith haircare as business partners. We love both companies’ image, and on-trend looks. 6. Picking a team that have the same values as ours. Our team are everything and without them we would not have a salon. 7. Our business name is a great conversation starter. It gives us a
point of difference and makes us stand out from the crowd. 8. Creating our own haircare range allows our brand to be in our guest’s bathroom for the next six weeks. 9. Having a target of 80 % salon rebooking which is definitely the key to staying busy. 10. Joining the AHC in 2018. We became a gold certified salon, and put the correct policies, staff contracts, and procedures in place.
WHAT HAVE BEEN SOME OF YOUR BIGGEST CHALLENGES SO FAR?
When we first opened our salon we only had five stations and we outgrew the salon quickly. To accommodate more guests we added a colour table but outgrew that also. We have recently undergone a new salon fit out, which means we can now accommodate 14 guests at a time. We once had a flooded salon, arriving at work to find a swimming pool of water on our floor! Luckily we have an amazing team who all mopped together and it was cleaned up quickly.
WHAT ARE YOUR PHILOSOPHIES FOR BUILDING A HAPPY AND PRODUCTIVE TEAM?
We have a strong policy and procedure manual, so every team member knows what is expected. Communication is one of our main philosophies. We talk to each other with respect and have a no-bullying policy. We have weekly team meetings and monthly one-on-one appraisals. Key Performance Indicators (KPIs) are key for us; we love them because staff know what they need to achieve and reach for. We also have a great bonus structure in place to reward staff for hitting goals. We also allow an hour appointment for haircuts, which allows our staff to work efficiently. This gives them time for an amazing consultation with guests and clients don’t feel rushed. Also, we have monthly in-salon colour training, where we focus on exciting creative work and get the team involved with that.
WHAT WILL WE SEE FOR KIWI AND BULL IN THE YEARS AHEAD?
We want to build our brand, expand our salon, and be recognisable within Australia. You’ll see our team accomplishing their goals and us helping them work towards them. You’ll also see a team that is passionate about the hair industry, doing what they love and working in the best industry in the world!
A brand new initiative giving men’s hairdressers and barbers a platform to showcase their creative and business skills
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CATEGORIES Photographic and Submission Australian Modern Barber of the Year Australian Modern Barber Business of the Year PHOTOGRAPHIC ONLY Best Men’s Collection Classic Best Men’s Collection Freestyle Best Team Collection Best Men’s Collection Junior BUSINESS CATEGORIES Best Director/Owner of the Year Best Customer Care Best Men’s Educator of the Year Best Barbershop Design of the Year NOMINATED CATEGORY Special Recognition
AMBA Clean Skin Professional Product Awards Categories HAIR CARE - Best Shampoo and Conditioner pair or 2-in-1 product HAIR STYLE - Best Styling Product. Entries can include:- Styling Wax, Cream or Paste BEARD CARE - Best Beard Care Product. Entries can include:- Oil, Wax, Cream or Paste OPEN FOR ENTRY 21st February 2020
FINALISTS ANNOUNCED 1st August 2020
PRODUCT DEADLINE 18th May 2020 ENTRY DEADLINE 22nd June 2020
AWARDS NIGHT 8th November 2020 Plaza Theatre, Melbourne
BARBER SHOP WWW.AUSTRALIANMODERNBARBERAWARDS.COM.AU
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The word Mazí is Greek for together, and at Hobart’s hair salon Mazí Hair the philosophy of working together is at the core of everything they do. Celebrating their first anniversary in January, Mazí Hair was founded by girl gogetters Alexandra Kontos, Larissa Bresnehan and Rachael Sibley – internationally renowned award winning stylists and colourists. In 2018 the trio were working together at Nischler in Hobart when the salon unexpectedly shut down. Quick to embrace the silver lining, the hunt commenced for the perfect salon space and Mazí Hair was born. Not ones to procrastinate the team worked hard to ensure decisions, policies and procedures were put in place quickly and which ultimately set them up for success. Like the ladies who run it, Mazí Hair is a positive space, bright, friendly and relaxed. Specialists in cutting and colouring Alex, Larissa and Rachael are proud of the beautiful space they have created and aim to offer a memorable and personalised experience to all who walk through their door. Rachael Sibley has been in the industry for 25 years and is a colour and cutting specialist. Described as a strong and determined woman by her peers, Rachael loves looking after clients from start to finish to achieve their hair goals. “I am in my element doing a colour correction with the music turned up loud.” Rachael was a Goldwell Color Zoom finalist in 2016 and won bronze 2018 also that year she was a finalist in the L’Oreal Colour Trophy. Alexandra Kontos is a styling specialist with 13 years’ experience, extremely talented and intuitive “I am passionate about everything hair. I love to create hairstyles that leave clients feeling their best.” Alexandra has represented Australia at Goldwell Color Zoom in Las Vegas and Stockholm. Worked alongside Robert Lobetta at London’s Alternative Hair Show and Noise and awarded Hair Expo New Creative Force Winner in 2012 and Apprentice of the Year in 2009. Larissa Bresnehan has been a colour specialist for the last decade. Driven and always striving for perfection, her passion is colour “ I believe it’s a great privilege being trusted by my clients to bring out the best in their individual look”. Larissa was co-creator of the Goldwell 2018 Color Zoom Elemental Collection and on the jury at Goldwell Global Zoom in Toronto in 2018. Crowned Goldwell Global Zoom Creative Colorist Gold winner 2016. After an incredible first year, the powerhouse behind Mazi Hair prove that when strong women come together, amazing things happen so we spoke to these go-getters about their first 12 months in business together.
HOW WOULD YOU DESCRIBE YOUR SALON?
Mazí Hair is a welcoming, fresh, bright, friendly and relaxed space. We want everyone to feel welcome and a part of what we are doing. We specialise in cutting and colouring. Always aiming to provide a memorable and positive experience to all who walk through our door, our clients appreciate our personalised consistent service from start to finish and attention to detail. Our clients have been our biggest supporters, we want it to feel like home to them as much as it does to us.
BEING THREE CO-OWNERS HOW DO YOU MAKE BUSINESS DECISIONS?
We make all of our decisions together, we respect one another ideas and wishes for the business. When making decisions we all sit down and talk it out. Being 3 owners we need to communicate effectively, and honestly. It’s business, not personal, so we keep that in mind when discussing everything. We always make sure we all feel comfortable with our decisions and choices for the business. We are all bring something different to the table and bounce off each other well which enables us to decide together what is best for the salon.
YOU HAVE JUST CELEBRATED YOUR FIRST YEAR IN BUSINESS TOGETHER - WHAT’S YOUR GREATEST ACHIEVEMENT THIS YEAR AND WHAT MISTAKES/ CHALLENGES HAVE YOU HAD ALONG THE WAY?
Our greatest achievement is that we have built a business and beautiful space that we all love and are proud of. We are now a team of 5 who all share the same professional and passionate approach to what we do. We have learnt to talk about everything. We leave each other notes and have a group chat going, even while on the floor together. We do our best to ensure a good work/life balance for not only us but the rest of our team.
WHAT ARE THE SECRETS TO MAZI’S SUCCESS?
Three heads are better than one. No one can be successful without the support of others. Our success is working together. We are dedicated and determined. Having a kick ass team always helps too. We are all committed to working together to build on the success of the salon and also our team. Together we created the space, together we make decisions and together we are a stronger team. We believe it’s important to invest in continual education for yourself and also our staff.
WHAT ADVICE DO YOU LIVE BY?
It’s about working together, supporting one another and enjoying our day to day jobs. We also strongly believe it’s important to treat people how you expect to be treated, it’s that simple. “Coming together is the beginning. Keeping together is progress. Working together is success.” - Henry Ford
WHAT DO YOU LOVE ABOUT THE SALON INDUSTRY AND WHAT DO YOU THINK WE COULD DO BETTER?
We love that our industry is constantly changing and evolving. We are so fortunate to have friends in the industry, who offer advice and support. It’s comforting to know they are a phone call away if ever needed. As our industry community seems to be getting smaller, we are coming together and supporting each other. We love that.
TIPS FOR OTHER NEW SALON BUSINESSES?
Invest in the areas that allows you to do the job you are good at and increase profit. It’s A LOT of work. Have a good support network and good people around you can trust. Get all your systems in place ASAP. All the work at the start will free up time later on. Mazí was brought together very quickly due to our circumstances. We now see this was a blessing as decisions, policies and procedures were all put in place quickly and there wasn’t any time for procrastination.
HOW DID YOU CHOOSE YOUR SALON BRAND PARTNERS?
A main focus for us as a business is bringing together progressive and passionate stylists who deliver the ultimate salon experience to our clients. Aligning ourselves with likeminded partners and leaders in our industry not only creatively but also environmentally and ethically was also incredibly important. Which is why Goldwell and KMS were the perfect fit. Goldwell and KMS provide excellence in education, business and marketing support along with the highest quality products allowing us to create beautiful hair. The advanced technology and durability of Goldwell colour provides us with unlimited creative options and we wouldn’t be able to achieve the amazing colour results along with the ability to protect the integrity of the hair without it. KMS is a fashion forward brand allowing us the ultimate freedom in styling. Goldwell and KMS are not only our partners, but also a huge support to our business and have mentored us through this incredible journey.
www.mazihair.com.au
Instagram @mazihair
Hair Biz Year 14 Issue 2
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d e p m Reva
ROKSTAR CEMENTS INDUSTRY SUCCESS WITH SALON EXPANSION!! The acclaimed Rokstar salon in Brisbane’s popular West End has marked the start of 2020 with an exciting salon expansion. Following a year in which they saw unprecedented success and growth, Director Brodie Lee Tsiknaris, one of Australia’s leading hairdressers and business owners, is now celebrating a new and improved brand vision alongside her award-winning team. This long anticipated next phase sees the salon expand its existing footprint by taking over the space next door, allowing clients to enjoy the same convenience and comfort of the location they already love, just with a little more room! The luxurious redesign takes the salon from 13 to 18 stations and means that for young Brisbane urbanites, getting a coveted appointment is now that little bit easier. Working alongside partners L’Oreal Professionnel, Shu Uemura and ghd, Rokstar are diving head-first into the opportunities for continued industry growth that this presents. The architecture of the space perfectly mirrors the Rokstar brand: it’s imaginative and innovative, sophisticated and elegant, but without compromising on its cooler, edgier side. Designed with a raw, industrial essence crossed with clean lines and natural luxury, the space is the perfect definition of urban chic. Situated in a former industrial glazing factory, the design captures the heritage inspired themes of its former factory usage, combined with sleek modern, natural touches to form the ultimate in stylish, boutique luxury. The new design incorporates beautiful European archways, Venetian plaster and a stunning black and white aesthetic, with touches of the trademark rose pink to add a feminine feel. There are a few special touches in the mix including: • An inviting PIIQ hub for one on one consultations where stylist and client can sit in comfort and discuss appointments in detail. This area will also include a full tech set up with charging stations for phones and laptops. • The introduction of “The Hair Spa”. This revamped basin area will be sectioned off from the salon floor to maximise privacy and to act as a relaxing oasis for our team to provide indulgent treatment services. • Our continued focus on sustainably and eco-friendly choices at all levels of salon interaction. • The beloved trademark Rokstar Selfie Wall has also remained in place for all social media needs. Rokstar is renowned for its award-winning team and have previously been recognised with awards including 2018 Hair Expo QLD Hairdresser Of The Year, 2018/2017 AHIA QLD Salon of the Year, 2017 AHFA QLD Hairdresser Of The Year, 2017 AHIA Salon Owner Of The Year as well as the 2017 AHIA In Salon Training Award.
“I have always taken growth and expansion very seriously and I have worked hard to be certain that we are ready and well equipped to step into this next phase. Our clients have been crying out for more appointments for a while now, and we are so glad we can deliver, as well as open up the books for so many new clients. So much love and work has gone into this fresh new salon by me and the team and we can’t wait for everyone to experience it in person!” Brodie Lee Tsiknaris 40
Hair Biz Year 14 Issue 2
COMBINING THE B EST O F N AT U R E A N D S C I E N C E TO DELIVER PREMIUM A N D PRO F ESSI O NA L, VEGAN CERTIFIED HAIR COLOUR
Novacolor is the only professional colour range on the market today manufactured on site in Australia specifically for our climate. It provides a full spectrum of low ammonia based, permanent hair colour shades designed for truer, richer, longer-lasting colour, complete grey coverage and unmatched shine.
1800 800 374
A A NTI GR VITY A STORY OF INDIVIDUAL CREATIVES, DEFYING GRAVITY AND FUSING THEIR TALENTS TOGETHER.
The 2019 Hot Shots Team came together with award winning photographer Andrew O’Toole, award winning Make Up Artist Kenneth Higgins, well known Stylist Poppy Key with mentorship by award winning Creative Director Jayne Wild and founder of the HOT SHOTS initiative Linda Woodhead, to create this collection as part of their 12-month experience as a member of the team. The theme of the collection was to create a cohesive yet independent structured approach to hair that is free from the usual conventional force of gravity. A visit to the Tim Walker Photographic exhibition in London also inspired the team and their individual skill sets, combining textures through the hair with a colour pallet of deep tones, rich browns, blondes and shadowing to compliment styling and photography. The mood for Anti Gravity is sexy yet edgy with strong lines directed away from the usual fall of hair with shape forming textures and styled both up and down. The stunning white background with skin so pure, smokey eyes and styling in punk style tulle gave us Anti Gravity.... All about the Force of Hair. “The antigravity collection inspired us to push the boundaries of “the norm”. Creating shapes which defied the earth’s natural movement.” Nicole Lamers “Anti Gravity was a representation of being free from the force of gravity; to be in free form. To be neither pulled toward with attraction, nor repelled against each other. Rather, one is free from the bounds of the law of force. Colour is melted, movement is organic, and shapes are distorted and expanded.” Elle Schoemaker “Antigravity to me meant breaking out from the normal and predictable, and creating beauty from the unusual.” Zoe Wilde “The Anti Gravity collection is more than it seems. In essence, it’s really about the freedom and movement in artistic expression, and not being confined to the laws of ‘normal’.” Jack Horton
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Elle Schoemaker
Jack Horton
Nicole Lamers
Zoe Wilde
HOT SHOTS TEAM 2019
Elle Schoemaker, Nicole Lamers, Jack Horton and Zoe Wilde Creative Director: Jayne Wild Photographer: Andrew O’Toole Make Up Artist: Kenneth Higgins Stylist: Poppy Key (Styled by Poppy) Models: Justin Khoo and JR Management Sponsored by: Goldwell, ghd, Amazing hair and Excellent Edges
DE LORENZO
Sunset Solace
AUTUMN/WINTER 2020 COLLECTION
Bold, bright and beautifully melded hues combine to create, SUNSET SOLACE, De Lorenzo’s new season Colour Collection. Styled by De Lorenzo Brand Ambassador Brad Ngata, and assisted by educator, Holly Breen, the Autumn Winter 2020 collection showcases sophistication and glamour with shimmers of metallics beaming through each look, made possible with the variety in the Nova 360° colour range.
SIENNA
Stunningly sophisticated and subtly simplistic, Sienna presents a beautiful melted colour blend of muted golds and pinks, created with Novasemi Atomic Orange, Explosive Red, Mystic Blue and Crystal Clear. A striking shimmering effect accentuates movement and texture through the relaxed, soft waves to deliver a hint of whimsy and a sense of liberty, the tones replicating a setting sun. Defence Extinguish was spritzed onto damp hair, before blow-drying Elements Sea Swell into her hair for volume. Elements Amplify was then combed through each section of the hair before curling and leaving her hair to cool. To create texture, brush out the hair, applying Elements Quicksand through the ends before finishing with a spritz of Elements Vapour Mist for natural hold.
SOPHIA
A twist on the modern mullet, Sophia’s pixie-like features and natural warmth are further enhanced by hues of gold, orange and pinky reds; the colours blending together and flickering out to a sophisticated graduation. The fiery, solar shades were created with a combination of Supanova, Novoxyl, Copper Vibrant, Orange Concentrate and Yellow Concentrate. With her feathered texture, Sophia encapsulates the beauty of a golden sunset. Blow-dry Elements Clay into the hair for volume, smoothness and shine. Then apply Elements Sandstorm at the roots for volume, and Elements Grit to piece out the fringe. Finish the look with an application of Elements Granite Strong Hold Hair Lacquer.
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MEAGAN
Flickers of gold, honey and creamy blondes combine to deliver an intricate yet rebellious look, eliciting a feeling of freedom for Meagan. A little bit punk, this textured cut is accentuated and highlighted by reflects and bursts of fiery pieces created with Supanova, Novoxyl, Orange Concentrate, Novacreme, Novaclear and Novasemi Crystal Clear and Cyber Yellow. Essential Treatments Protein Complex is applied prior to shampooing. For increased volume, blow-dry Elements Motion into the hair, followed by applying Elements Sandstorm for texture and hold. Elements Quicksand is applied to piece out ends and create more volume. Finish the style with Elements Granite Strong Hold Hair Lacquer.
FASIKA
Confident and strong, Fasika exudes a strong femininity, emphasised by her statement style; a burst of textured gold and orange which beautifully complements her stunning complexion. A Natural Base Level 4, Fasika’s colour has been expertly crafted using Supanova & Novoxyl, and a combination of Novasemi Cyber Yellow and Atomic Orange. Apply Instant Satur8 to soften and moisturise, before applying Elements Granite Non-Aerosol Quicksand at the roots for texture and volume. Finish the style by spraying Elements Granite strong hold lacquer through the layers of hair to set hair direction.
TEQUILA
Confident and alluring, Tequila’s style showcases beautifully blended tones that combine to create a tousled waterfall of striking copper hues. Paired with smooth and curled styling for enviable movement, Tequila’s signature shades are a combination of Novafusion Copper, Intense Copper and Coral Peach, for a seamless yet intricate melt. Spray Defence Extinguish onto damp hair before blow drying Elements Amplify into the hair for volume. Curling her hair with a medium tong, then spraying Elements Vapour Mist for hold, before letting curls cool. Lightly spray the hair with Elements Afterglow before brushing the curls out for the desired texture. De Lorenzo is a company proud to provide uncompromised quality and has continued to strive to be the best for over 30 years. De Lorenzo remains fiercely proud of their core philosophy for hair health, providing natural, sustainable haircare solutions.
“We are committed to the ethical manufacture of natural-based products that contain no animal ingredients. Our products are focused on the health of the scalp and the hair. Our Research and Development team continues to explore technical innovation, new ingredients and the needs of the hairdressing industry. ” – Anthony de Lorenzo, Joint Director
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Organic Solutions for Hair • With wild-crafted organic ingredients to pamper your hair with nourishing oils and extracts. • Natural ingredients including fruit extracts, Tamarind, Apple, Sugar Cane Milk with Hyaluronic Acid and Ceramides for added moisture. • O% Formaldehyde, Formol Releasers, Carboncysteine, Parabens and all nasties • A unique blend of 3 organic acids to create smooth, manageable, hydrated hair. • 1 formula and strength, also available with violet pigment. • Smoothing shampoo that will straighten/smooth hair in just one step • NO FUMES, SAFE AND EASY ORGANIC WILD CRAFTED
“The EVY PROFESSIONAL e-smooth system is a simple-to-use, time saving system. The e-smooth enables us to tone hair simultaneously, and we love the fact it means a smoke-free salon! An Australian brand that’s 80% organic is also a bonus and the service extends, post salon experience, with four retail products for ongoing maintenance.” Joe Habaki, TONI&GUY, Armadale “I’m blown away by the new development and results we are getting with e-smooth! At TONI&GUY Bondi Beach we do a lot of keratin treatments, the fumes are smokey and in a salon likes ours it’s a problem. e-smooth is easy to apply, fume free and the biggest benefit is no colour change. Kelly Wright, TONI&GUY Bondi Beach
For enquiries visit evyprofessional.com or email us at hydrate@evyprofessional.com | Tel. 1300 760 165 EVY E Smooth - Your Ultimate Smoothing Experience. Proudly owned and distributed by AquaBaci Pty Ltd for EVY PROFESSIONAL
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HEALTHY HABITS WITH
NATHAN YIP
Healthy Habits is a new, lighter style feature which looks at the importance of health and happiness in our lives. With health and wellbeing an ever-increasing focus, each edition we’ll ask an industry identity what they do (or don’t do!) to maintain balance both mentally and physically and their own personal philosophy around what being healthy means to them. In this feature, we talk to Nathan Yip- hair wizard, big softie and glass-half-full kinda guy.
HAPPINESS What does happiness mean to you and how do you find it in everyday life? NY.I guess happiness is super subjective, but I feel like I’ve always been pretty happy go lucky. In fact, I think I am one of the happiest and luckiest men alive!
“I AM 100% PRESENT TO WHATEVER I AM DOING. THIS HAS BEEN LIFE CHANGING!”
For me now, my biggest source of happiness comes from my home life, my wife Libbie and my kids Oliver (4) and Aria (1) and our border collie “Pokey”. They say kids keep you young, and I think I dress and act more like a 14-yearold skater boy than I did when I was 14. I am that cringy dad that dances and sings badly in public with no care, much to the grief of my wife. I think the secret to my happiness is gratitude and context. I have always believed I am the master of my own happiness and destiny.
One of my biggest pet peeves are people with ‘victim’ mindsets, who blame all their life’s problems and worries on the worldeverything but themselves. There is very little in our amazingly fortunate society that we can’t change for the better. That’s how I contextualise how lucky I am. The day my son was born, life changed again! The moment I held him in my arms, my happiness reached a new level, my gratitude went through the roof and all those menial benign things you used to worry about (how late the colourist was to you, what someone said behind your back in the backroom, your client was 5 minutes late) WHO F*#KING CARES! Get on with it and stay in your own lane! From that moment on, my only worry was providing the best life for my family and enjoying my time with them!. My little family and I say grace before dinner. I am not particularly religious however my in-laws are, and my grandparents used to say grace, so I remember really enjoying it when
we stayed with them. We decided that it was a great ritual for togetherness and to take a few minutes out of our day to actually think about and vocalise what we were thankful for that day! I love it! On my way home, I cross a bridge that spans Moreton bay which gives me a psychological disconnect from work. As soon as I cross the bridge, I am home and in DAD mode, and in the morning it’s a signal to start thinking about my day. Plus, in summer as I’m getting home around dusk, it has an uninterrupted view of a glorious sunset which fills me with joy and relief every time I cross it so I always make sure I take it all in. Other than my kids and family I get enormous joy from listening to music, swimming at the beach or in view of the coastline, sunsets, going to live music gigs and traveling, especially experiencing different cultures and food.
BALANCE What do you do to maintain balance within a busy lifestyle? Balance is something that I am really working on and being super mindful of this year. This has aways been a struggle for me as I am a very passionate, focused and busy person when I am excited about something. I was diagnosed with adult ADHD (I’m sure I had it as a child) and I actually think the majority of our industry would be on the ADD/HD spectrum as it conducive to being active and spreading attention across many areas. This means I’m particularly impulsive, doing whatever I wanted at that particular time and by getting myself diagnosed I was finally able to understand what I was up against and research ways to mitigate the impulsive behaviours. This also allowed me to use everything else that comes with this condition as a positive including high energy levels and waves of hyper focus. Whilst I’ve always been a very busy person, the last few years have been extra busy between salon, l’il off the top education, travel, Showpony, Excellent Edges and all my other industry commitments. This year I have decided that I’m going to hit the accelerator on everything including taking on a role with ANTI and hopefully getting into the F.A.M.E team.
To find balance in amongst all this, I have been able to segment and compartmentalise my time and brain process, so instead of being distracted and 50% present for anything I’m doing, I am 100% present to whatever I am doing. This has been life changing! I now don’t let my phone distract me and when I get home, the phone goes away and I’m DAD until the kids go to bed or until I wake up next to my son Oliver when we both fall asleep reading Dr Seuss. Balance is hard but I’m working on it!
FOOD AND EATING
My relationship with food is and has always been a constant evolution, especially in the last twelve months. As a child, my mum would cook protein and carb-heavy meals, and with three boys, she couldn’t keep enough food in the house to keep us satisfied. Mum made big meals and we would eat huge dinners, and eat very quickly so we could get seconds before everyone else. It became a competition most nights of how much and how fast we could eat. When I got older I had to consciously slow down at the dinner table to keep good table manners. Like most people of my generation, if we didn’t finish our meal, we were encouraged to eat what was on our plate. Now I think that this is a horrible custom and a major factor in our ever-growing obesity problem! I HATE wastage but overeating, so you feel uncomfortable is gluttonous and fattening. Mum taught me to cook, sew and knit amongst other things so I was quite domesticated, however when I left home at 18, food consisted of a lot of two-minute noodles and frozen meals. I ended up working in kitchens for a few years, so I became more interested in food and cooking but when I started hairdressing I was partying a lot and working late nights, so I was eating shit food, sporadically and late. Food was simply fuel to keep me going, unless I was going out for a nice meal with friends. When I met my wife things changed, as we ate earlier, and my diet became far more healthy and consistent! Thank you Libbie! x In the last twelve months I’ve cut down my meat intake, not because of any documentary, but I just wasn’t enjoying meat as much as I used to. My body was just telling me it was time to cut down. I was also introduced to intermittent fasting using the 18-6 method, which means you only consume food for 6 hours a day. At first, I thought this was another stupid fad diet, however when I investigated it the science made sense to me. Centuries ago, when food wasn’t as plentiful as it is now, we would hunt, eat and then rest until we hunted again. When you cut your meals down, you make each one count, so you are more conscious of what you choose. I think we have lost the ability to listen to our bodies. I no longer come home cont’d over page
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from work and eat dinner at 9.30 because ‘you should eat dinner when you get home’. Sleeping on a full stomach is not healthy in my opinion. Alcohol is a big one I’m working on this year too. I’ll have a couple of beers most nights a week, but when most of my mates did ‘Dry January’, I had no one to have a cheeky beer with, so I did it too, but didn’t make the whole month! This process has helped me to now stop and think before I go to the fridge, and I ask, “Am I drinking for escape? As a reward for a big day? Do I really need it?” It all comes back to balance, right? Do you have any specific dietary habits or preferences? No specific dietary habits but when I eat is more important than what I eat. What would an ideal day’s meal plan look like for you? 12pm - Fruit smoothie with oat powder, açai powder and coconut milk 3pm - Bigger lunch (normally leftover dinner as I have a mortgage and three dependents) 6pm - Lighter meal - ideally more salad or vegetables and less meat.
EXERCISE Do you follow an exercise program? If so, tell us all about it, what you do and why. Well, this has been on my list of things to do the last 3 years since moving to Queensland, but in short, no. When I was in Sydney, I would at least play a weekly game of oztag or touch footy with my mates and this was a major highlight of my week: balance, exercise, fun and ‘me’ time. Since moving north, I haven’t found (although haven’t searched for) a social team to join, so at the moment my exercise consists of running between my many jobs, chasing kids and jumping on the trampoline. I struggle with routine: I can write one like a pro but keeping one and the actual mundane thought of a routine kills me… Besides, I don’t enjoy gyms, the smell and the competitive testosterone. Running bores me. I would love to be one of those people who find running like meditation, but all I hear or feel when I run is bored and tired! I really enjoy yoga and Pilates, but I find the classes expensive and hard to fit into my schedule.
CONSISTENCY Are you consistent with your healthy living habits or do they start and stop depending on what is happening in your life? Haha, I’m sure by now you will be able to answer this question for me! I find consistency and routine very difficult! I LOVE the idea of it! I have always had this image of being that 50
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person waking up at 5am going for a run, coming home for a shower, coffee and reading the paper and being early for work. The reality is that I’m writing this at 1am, 3 days before it’s due (which is progress for me)! I had a really good run with consistency with the intermittent fasting but coming into Christmas it became hard with busy days and social events and changing mealtimes at home. Let’s say I’m working on consistency!
HABITS What habits have you developed that set you up for success? I can’t say that I have many habits that I can think of, but this year one of my goals was to read more. I used to get frustrated that my mind wandered, and I would have to read the same page 5 times, but I was explaining this to a client the other day and he said, ‘So what, just keep reading! You will subconsciously retain some stuff and you will develop a positive habit by actively reading!’ My mind blew and I have read at least 15 minutes before bed ever since (Barefoot Investor) and I have been retaining lots! It is these encounters and lessons from clients that I love about being in our industry. What’s one habit that you’d like to break or change to be healthier or happier? I’d like to be more organised in the morning, and not lie about until I absolutely have to get ready! My goals for this year are HEALTH, WEALTH, FAMILY • Organising myself to get more active, focused exercise • To get up and be fresh in the mornings • Making good financial decisions, simplifying and streamlining finances • Spending more quality time and being present with family What’s the best thing you’ve ever done for your own health or happiness? Had children and exercised gratitude!!
Make the Valencia Shampoo Unit
NEW ARRIVAL The latest luxe from Joiken. The all-new Valencia Shampoo Unit, an efficient and comfortable piece of salon furniture for clients to indulge in. A true 21st century piece, the chair has an electric adjustable leg rest and an electric adjustable height. Always putting the salon front of mind, the technology is also fitted with a USB socket to charge your phone. Indulge in total luxe for your clients, allowing them to lie completely flat.
Bristol Plus
SHAMPOO Units
Chester
a hero piece within that space. . . .
Soho
Forma
www.joiken.com.au
WHO RUN THE WORLD
International Women’s Day is celebrated around the world on 8th March. Globally renowned styling brand, ghd are celebrating the Australian and New Zealand Creative Artists who empower women through the feeling of a good hair day. For ghd, transforming women’s lives through the power of a good hair day is at the heart of everything they do. The brand celebrates women through each innovation and limited edition, headlining a Queen every time and developing covetable products which help women to look and feel beautiful, every single day of their lives.
helios™ hairdryer, with a campaign fit for a royal, “Queen of the Blow-Dry”, we thought we would talk to five ghd #GirlBosses about their memorable ‘Queen’ moments, advice to upand-coming stylists in the hair industry and of course what a ‘good hair day’ means to them!
Their purpose is to fuel beautiful ambition, which is a celebration of the amazing things women can achieve when they look and feel their most beautiful selves. Having just launched their newest innovation, the ghd
Bronwyn Illingworth, Toni & Guy Marie Uva, Uva Salon Mary Alamine, Royals Monique McMahon, Que Colour Pauline McCabe, Rock Paper Scissors
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OUR QUEENS ARE:-
WHAT HAS BEEN THE BIGGEST BOSS QUEEN MOMENT OF YOUR CAREER?
Bronwyn: Truly, I feel like it is the many success moments in my team. We have a mantra in our salon that “no one stands still” and to see the success and growth of an assistant mastering their first cut, braid or blowdry - to a senior winning a competition, delivering incredible service or moving up to the next level, nothing gives me more satisfaction than seeing my team winning at any level. These steps on their journey are definitely my best boss queen moments! Marie: My biggest boss queen moment would
Bronwyn Illingworth
Marie Uva
have to be doing hair on the red carpet for the 2020 Grammy Awards. Having an opportunity like that was a defining moment in my career, because of how prestigious and well known the event is, it really made me feel as though I could do anything. Some of the clients that I have done including some of the world’s biggest super models such as Helena Christensen, Gigi Hadid and Ashley Graham were also all key highlights of my career. Mary: Being a woman in business is one of the hardest struggles and I remember being told you can’t have a successful salon, be a mum and educate around the world. I don’t just have one successful salon; I have 4 and am a mother of 2 kids under 10, have educated around the world, have an education academy and in 2016 won AHFAs & Hair Expo NSW/ACT Hairdresser of The Year awards. To me that was a moment in my career that proved I could do anything and to block out negativity. That was a BIG boss queen moment - just imagine if I had listened to those people telling me I can’t do it and ‘have it all’. Monique: Wow, there’s just been so many of those boss queen moments – it’s pretty hard to pick only one! New York Fashion Week, global education, establishing event-like education with industry leaders within Australia… But when it comes down to the nitty gritty, setting up my babies QUE Colour and QUE Academy tops the list. Running a successful salon, building a brand that’s recognised both commercially and within the industry as top of its field fills me with pride on a daily basis. Pauline: I have two – the first was being nominated as Finalist for Australian Hairdresser of the Year ‘19. The second was working on hair for Florence Welsh from Florence and The Machine for her High as Hope Tour… all the clothes were created especially for Florence by Alessandro Micheli from Gucci, and Gucci posted my work from the show on their site. She was so lovely and a dream to work with
WHAT’S YOUR ADVICE TO YOUNG WOMEN WHO ASPIRE TO BE NOT ONLY GREAT STYLISTS, BUT SALON OWNERS AS WELL?
Bronwyn: Honestly it can be tough but through mistakes you get your biggest learnings and lessons. Working your business and generating a rhythm that brings your vision to life – constantly striving to be better – creating a culture within your team is amazing. Providing a creative environment that gives opportunities
Mary Alamine
Monique McMahon
for others and yourself to succeed and make their dreams come true, comes with massive reward and pleasure. My advice is if you truly want others to succeed and your prepared to contribute your knowledge, time and skills then this is the perfect next step for you. Marie: Take a chance! If you have a dream and determination, you can go as far as you push yourself to. At the end of the day, building an empire is very self-motivation driven, so what you put in is what you will get out. Start off with small achievable goals over large unrealistic ones and work your way up from there. Mary: I would let them know that nothing comes easy and the road to success is a hard and bumpy one and it’s up and down constantly; even when you achieve success the hard work doesn’t stop. A lot of people think just because they do great hair they can have a successful salon but the harsh reality is, if you aren’t ready to sweat blood, give up your 38hr week and pour your heart and soul into it, then you won’t have a successful business. It’s vital to love what you do and always have a plan before you start out. If you are dreaming of opening a salon and are ready for the above, then go for it! The only person stopping you from achieving your dreams is you. It’s all about mindset. Monique: Get involved with the industry, meet as many people as possible, be ready and available to work your magic whenever it’s needed! To be a great salon owner; remember you work for them, they don’t work for you. Stay true to yourself and be humble. Pauline: Educate yourself on business, read as much as you can on running a business. There are a whole set of different skills and knowledge that are required to run a successful business, invest in a coach and find a mentor
“A GOOD HAIR DAY ISN’T JUST ABOUT HAVING THE BEST BLOW WAVE; IT IS ABOUT HOW THAT STYLE MAKES YOU FEEL”
- MARIE UVA
Pauline McCabe
WHAT DOES A GOOD HAIR DAY MEAN TO YOU?
Bronwyn: As a stylist, having the ability to help women find their sexy no matter what their age and seeing them light up and feel a new sense of empowerment is a pretty satisfying and rewarding part of my job. Watching them leave with a spring in their step and a newfound confidence is pretty fulfilling. Confidence is sexy! Marie: A good hair day isn’t just about having the best blow wave; it is about how that style makes you feel when you step out into the world. It is the confidence that having good hair brings, when you feel good about yourself and you’re having that good hair day moment, you feel as though you can do anything. I think it is the small things like this that can really change how a woman feels about themselves and being able to provide them with that feeling is honestly one of the most rewarding parts about my job. Mary: Have I ever had a bad hair day? Lol Hell yes!!! I’ve woken up looking like Mufassa from the Lion King so I know first-hand what hair can do to your self-confidence. So many people underestimate how much power a good hair day does for someone. I’ve felt it first hand and have the privilege of making people feel this every day. There is no denying that good hair makes you feel like you can tackle anything coming your way and builds your self-confidence. As hairdressers we are part of people’s journey and have the ability to not only customise a haircut and colour to suit them but also empower and help them love themselves. Hair is so expressive and it’s a way for someone to feel good in their own skin and give others a taste of who they are. Monique: I think the gift of being a stylist or colourist, is exactly that – it’s a gift. A good hair day for me means the women that leave my chair feel the best versions of themselves. It’s such a small amount of time to spend with someone, yet so much is shared in that time. It’s a time for them to be heard, listened to and get some selflove. I just love what I can share with my clients, and the look on their face when they love how they look is priceless. Pauline: A great hair day to me is connecting with my clients and team, creating excellent work and making our clients feel and look their absolute best, when I see clients walk out of our salon doors with a smile on their face and a sparkle in their eye, I know we have done our job, helping our clients feel confident and the best version of themselves, I often say that I have the best job in the world.
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HAIR EXPO AWARDS GIVE
RISING STARS EXPOSURE TO INDUSTRY’S NIGHT OF NIGHTS Hair Expo Australia has made a big change to its coveted Hair Expo Awards and GenNext events, announcing a new format welcomed by the industry, who believe it will bring new life, creativity and inclusivity to the illustrious platform and the hairdressing industry at large. GenNext and the Hair Expo Awards, which traditionally take place on the Sunday and Monday evenings of the Hair Expo long weekend, respectively, will now merge together to create one colossal celebration of hairdressing that motivates and supports the future of the industry. Set to take place on the Monday evening of Hair Expo, the bigger and better event will now be known as Hair Expo Awards ft. GenNext and will sustain the traditional Hair Expo Awards format with added entertainment and main acts. The previous years’ Australian and New Zealand Hairdressers of the Year will share show stopping performances, and three theatrical GenNext shows will be brought to you by rising stars in the industry. The new format is derived from the goal of elevating the industry’s future leaders and the next generation of hair heroes by giving them exposure to the industry’s night of nights, as they experience the magic of the Hair Expo Awards and have their chance to step in to the spotlight. “This well received new format will create inclusivity and accessibility for apprentices and the up and comers in our industry, as they will now have the chance to feel the exhilarating atmosphere as the Hair Expo Awards unfold. To be in the same room as some of the most iconic names in hairdressing will give them a glimpse into the incredible opportunities a career in hairdressing can provide. We are honoured and proud to share this new chapter of our fabulous awards,” said Elli Julia, Awards Producer at Hair Expo Australia. A lower cost ticketing option will be available for these rising stars, which will feature tiered seating for a very special Early Bird price of $75. Traditional banquet tickets will still be available for finalists, teams and esteemed guests.
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The three GenNext teams will also benefit from the new awards platform, as they are set to perform in front of an audience of global hair luminaries. This is a money-can’t-buy opportunity to demonstrate their dexterity and creativity to top industry players and has the potential to lead to future mentorship or employment opportunities. Hair Expo Australia has also confirmed the judging panel for the 2020 Hair Expo Awards, consisting of 21 international judges. This is the first year the event has welcomed a purely international judging panel. Full list of judges are:Trevor Sorbie Angelo Seminara Tabatha Coffey Errol Douglas Jayne Lewis Orr Jorge Cancer Peter Gray Andreas Stavrou Michael Levine Edwin Johnson Shannon King Mark Leeson Nick Irwin Sergi Bancells Anthony Crossfield Michelle Pargee Edward Woody Darren Ambrose Guy Tang Charles Marcus George Alderete Hair Expo Australia will take place at the Melbourne Convention and Exhibition Centre over 6-8 June 2020, with the Hair Expo Awards ft. GenNext being held on the evening of 8 June 2020. Entries for the Hair Expo Awards close at 5:00pm AEDT on Wednesday 1 April 2020 with finalists announced on 17 April. Entries can be submitted online at www.hairexpo.awardsplatform.com
6 - 8 June 2020
Melbourne Convention & Exhibition Centre Book your tickets now at hairexpo.com.au
Hair: Dee Parker Attwood. Photography: Andrew O’Toole. Make-up Artist: Kylie O’Toole
GETTING SH!T DONE WITH ZING The ZING Project launched their inaugural Get Sh!t Done Summit on 10th and 11th February 2020 at The Island on the Gold Coast with over 100+ salon, clinic and spa business owners. This two-day event was for those who were ready to play a BIGGER game and make a 12-month action plan for their businesses. Sponsors included Phorest, INSKIN, Hair Aid and Sustainable Salons. Attendees walked away with INSPIRATION, MOTIVATION AND ACTION BY THE SH!TLOAD! ZING had speakers, entrepreneurs, thought-leaders and workshop facilitators aplenty to excite and engage the mind, body and soul, including: • ZING founder Lisa Conway, along with amaZING senior coaches Jay Chapman and Marie Drever, who covered how to achieve freedom of time, an incredible team and substantial money in your business • Julie Cross, inspirational keynote speaker, on how to push through adversity and GSD (an attendee favourite!!) • Nicole Healy, Melbourne Hair Blogger and founder of Social Salon School, on productivity on socials and making the biggest impact with your time • Stevie Hucker on getting into it and getting it done with yoga and meditation This event was for salon owners who were ready to: • Make 2020 their most wildly profitable, successful and rewarding year yet! • Have a team that is steadfastly united, strong and dependable no matter what you are facing. • Have expansive revenue streams, loyal clients and more freedom to live the life you’ve dreamed of! There were hands on and real-world practical workshop sessions, a comprehensive GSD playbook that showed you how to set goals and maximise productivity, networking galore AND a bonus ZING Mardi Gras Cocktail Party. At the ZING Mardi Gras, everyone wore their best Brazilian costume with a surprise performance from a traditional Brazilian band that included a Lambada performance, Batucada (Live Brazilian samba drumming), Carnival dancers and an explosive Capoeira martial arts performance! The Best Dressed Award was given to Dean Butcher from Temple Hair Body and Soul who arrived in an epic red headdress and traditional Brazilian outfit. Dean won a Dyson Supersonic Hair Dryer. He also was awarded ZING’s Social Media competition prize for most engagement during the event, with a 2-hour social media strategy session with Nicole Healy from Melbourne Hair Blogger. ZING has plans to host another similar event later this year, so keep an eye on this space. If you’d like to learn more about The ZING Project and find out how they can help you with your business, go to thezingproject.com.au
QUEEN OF THE BLOW DRY Media, hairdressers and influencers gathered at Bar M in Rushcutters Bay recently to find out more about the highly anticipated new launch from ghd. The new ghd helios™ is a game-changing new innovation from ghd’s leading physicists, engineers and styling professionals, for ultimate styling control.
This professional-quality hair dryer is fitted with unique Aeroprecis™ technology, channelling airflow through the longer-life, brushless DC motor to create a powerful airflow travelling at a staggering 120kmh! Achieve a flawlessly smooth blow-dry in record time, with the ghd helios™, where focused airflow empowers you to style with speed and control. The bespoke contoured nozzle focuses the airflow for precise styling, giving 3x more hair alignment and smoother results.
An eager audience listened to Ludovic Dellazzeri, Managing Director, ghd Australia and New Zealand give an introductory speech, followed by a Q and A panel hosted by ghd National Education Manager Grant Norton which included Marie Uva (Uva Salon), Monique McMahon (Que Salon) and Jules Tognini (Togninis) The ghd helios™ is available in four stylish colours; black, white, ink blue and plum and the grill is designed with a sun pattern to pay homage to the dryer’s namesake, Helios, the Greek god of the sun.
“The power of the ghd helios is outstanding. It shortens drying time immensely, leaves hair smoother and gives it a fantastic shine. It’s super lightweight and sits comfortably in the hand - I use both hands to blow-dry and it’s great on either side. I love the larger cool shot button too – makes it super easy to navigate. Happy to have it in my session kit.” Keiren Street
“The ghd helios is amazing! It’s dries the hair faster and leaves it with a beautiful shine. It’s also super lightweight and comfortable to use for long periods of time.” Mary Alamine
“The ghd helios definitely delivers. I love the shape of the nozzle! It made it super easy to get a specific and directional blow-dry. It’s also super quick & definitely light which is so important in salon.” Bronwyn Illingworth
“The nozzle on the ghd helios is next level for styling control. It’s so much lighter, and being so lightweight, and using the different heat and speed ratios, you have all these options which give you more styling control. The design’s really good, and the colours are great. I never really felt attached to a hairdryer before, until now!” Jules Tognini
“The thing which stands out majorly is the speed of the airflow and the direction that comes out of the nozzle. I don’t think I’ve ever used a hairdryer with that amount of speed or force of air. I love the ink blue but my favourite is the white, personally! It just looks so luxe and expensive. “ Monique McMahon
“I love the power, lightweight feel and most of all the results. Not only does the ghd helios dry hair faster, it makes the hair shinier and smoother – I don’t want to use any other dryer now!” Pauline McCabe
“I love it. The power is amazing, it’s so much quicker! It’s also so lightweight, and the results on hair are incredible. It’s great for time management because cuts the time down for my blow-waves which is so important in salon. It’s powerful enough to get the results that I want, it gives me styling control so I’m able to get the body that I want in the hair, it’s lightweight so it’s easy for me to hold all day long… I think my clients will love it.” Marie Uva
For more information www.ghdhair.com/au
GENERATING UNIQUENESS
Elgon is synonymous with a unique experience, both in the salon and at home and provides the tools required for a bespoke approach to haircare, from scalp to lengths.
Having healthy and beautiful-looking hair is synonymous with good health. It is however essential to start by properly caring for the scalp before proceeding with any other type of treatment and the Elgon lines have the perfect solution for both you and your clients.
“EDUCATION IS THE KINDLING OF A FLAME NOT THE FILLING OF A VESSEL” - SOCRATES
Elgon has been proudly distributed in Australia now for 22 years. Elgon has evolved over the years becoming a premium affordable boutique brand offering all the tools salon owners are looking for when aligning with a product company. This year is a special year for the brand celebrating 50 years in business. To mark the occasion Elgon salons have been invited to help celebrate this milestone in Sardinia Italy in May. The Elgon Days event is a unique experience of Community, Entertainment and Inspiration. This will truly be their most inspirational event to date with International Performers, Happy Hour, A Live Show, Banquet and Flower Power After Party. A major focus over the last couple years has been improving the education and support offer for the salons. In conjunction with our ongoing education program, Elgon has invested in releasing four new collections per year that coincide with their new product releases. “To keep our education current and on trend, our educators attend exclusive train the trainer education for educators in various locations around the world,” explains Doreen Wallace, National Educator. “As well as seeing all of the new techniques, Elgon has also developed a new pillar of education, with tiered levels based on skill, experience and expertise” said Doreen. “This really does put everyone through their paces and sets goals for us all globally to achieve different levels within the organisation, which in turn opens up more possibilities to educate overseas and assist in international events. It’s
an exciting time for us here in Australia and for our salon partners”. Elgon is a well-known international Italian brand that has been supporting hairdressers’ passion and creativity all over the world since 1970. Their mission globally is to support their partners’ growth, offering tailor-made education experiences and enhancing the uniqueness of each individual: professional customers and clients. Not only do Elgon International and Australia offer a concise and stimulating collection of courses they also support salons with a plethora of merchandising and marketing material as you would expect. “Good product knowledge, performance, education and salon support is key, here in Australia”, said Doreen, “where skilled artists and trainers will work to help you bring out your inner artist and share with you the passion we all have for our industry.” Products in the range include Elgon Infusions which were conceived to create a custom treatment that adapts to any need being tools in the expert hands of the hairdresser who can mix them with haircare products in their salons to maximize the density, brilliance or nourishing results! Elgon is certainly ticking all the boxes globally and here in Australia. For more information contact Elgon Australia PH 02 9673 5733 info@elgonaustralia.com.au www.elgoncosmetic.it www.elgonaustralia.com.au @elgonAUS #elgonaustralia
Logo
DESMOND MURRAY
UK An Iconic and multi award winning hairdresser, known for his hairdressing skills AND dexterity as an award winning photographer. NATALIE ANNE
Grow your online and social profile instantly with the award-winning queen of social media.
SHANE HENNING
Inspiration, beauty and class from a true Global Master of the Craft and 5X Australian Hairdresser of the Year.
OSCAR OSCAR
30 Years in hairdressing shared by none other than Oscar Cullinan and Special guests
BARBER BOYS/BARBERY
Don De Sanctis presents Johnny Georgiou, Anthony Staltari and Jordan Tabakman in this slick, creative men’s showcase.
JUSTIN HERALD
From $50 to $30 Million. Learn how you can grow your business without spending any money!
PAUL FRASCA
The path to Salon Sustainability. Learn how this innovative is turning trash into treasure.
WITH SPECIAL GUEST MC’S KOBI BOKSHISH AND ADAM CIACCIA
THANK YOU TO OUR SPONSORS WHO MAKE HAIR BIZ FORUM POSSIBLE! Support those who support the Industry
MADE WITH KINDNESS
A NEW PHILOSOPHY FOR THE WORLD OF TREATMENTS Alter Ego Italy is proud to present the new lengths treatment range. Thanks to carefully researched and selected, natural origin and eco-certified special ingredients they have been able to develop highperformance, lastest generation products, in full respect for man and the environment. All products are formulated without sulphates, parabens, petrolatum and silicones, where possible, to preserve the hair structure and cosmetic colour as much as possible. In order to certify and guarantee the highest performance of the new treatments, efficiency tests have been carried out by certified labs. The range is derived from a selection of ingredients up to 99% of natural origin, veganfriendly and highly biodegradable formulas. And that’s not all, Alter Ego Italy’s commitment goes one further with a choice to use only recycled and recyclable packaging with the 100% recycled PET bottles and all labels and materials in environmentally sustainable and eco-friendly FSC-certified paper.
THE RANGE CONSISTS OF FOUR HAIR CARE FAMILIES: COLOR CARE
Dedicated to the protection of coloured and bleached hair. Enriched with precious and active ingredients of natural origin, it maintains cosmetic colour intensity and shine up to 7 weeks* protecting hair and leaving it soft and bright. The Urban Shield Active Ingredients create an anti pollution shield that protects hair from the aggression of external agents and include:- GOJI BERRIES, ARGAN OIL and LITCHI EXTRACT *functionality test performed on 20 washes compared to the previous shampoo formulation.
SILVER MAINTAIN
Dedicated to the protection and maintenance of blonde, grey, white, natural, coloured or bleached hair. It has a a neutralising effect on unwanted yellow tones prolonging the effectiveness of the no yellow treatment up to 5 weeks weeks *. The Urban Shield Active Ingredients create an anti pollution shield that protects hair from the aggression of external agents and include:- GOJI BERRIES and ARGAN OIL * Effectiveness test carried out both on bleached hair and coloured hair with superlighteners. It is suggested to wash the hair with Silver Maintain treatment at least once a week
REPAIR
The Repair family constitute the beauty ritual for treated and damaged hair. The formulas, rich in
precious ingredients of natural origin, perform a reinforcing and repairing action on the fibre , for healthier, plumped, strong and resistant hair. Repair Conditioning Cream shows a significant resistance of 50% more with respect to a Standard Conditioner, on hair that have been combed 96 times x minute. The Urban Shield Active Ingredients create an anti pollution shield that protects hair from the aggression of external agents and include K-COMPLEX TECHNOLOGY - A precious cocktail of keratin and amino acids of vegetable origin that regenerates and gives strength and elasticity
HYDRATE
Formulated to immediately restore the water balance of dry and dehydrated hair. The ultra light texture, formulated with Aloe Vera, improves the hydrating level of lengths and ends. The hair’s water content is balanced for long lasting hydration without weighing hair down. The Urban Shield Active Ingredients create an anti pollution shield that protects hair from the aggression of external agents and include:- ALOE VERA and SUNFLOWER SEEDS
More hair care families will be introduced later in the year. Alter Ego Italy offers a range of high performance treatments suitable for all hair needs and developed to provide complete wellbeing. Facebook: @AlterEgoItalyAU @Alter Ego Italy Instagram: #alteregoitalyau and #alteregoitalyhq www.alteregoitaly.com
Hair: Leonardo Rizzo as Alter Ego Italy International Creative Director | Photography: Andrew O’Toole | Products: Alter Ego Italy
INTRODUCING ALTER EGO ITALY’S NEW HAIR CARE & TREATMENT LINE All products are formulated without parabens, sulphates, petroleum and silicones, where possible. Up to 99% of ingredients are of natural origin. Vegan friendly. 100% recycled packaging . All products are formulated with the patented urban shield technology, an anti-pollution protectant.
Distributed Exclusively By Terax Australia PH 02-9673 5733 info@teraxhaircare.com.au @AlterEgoItalyAU #alteregoitalyau www.alteregoitaly.com
HOME BASED AND HAPPY By Linda Woodhead
Emma Martin runs a successful home hairdressing salon, E Martin Hair Boutique in North Brisbane, having worked for a number of large salons before deciding to step out and set up by herself. As a sole trader and GST registered business, Emma does it all by the books and while the stigma of ‘home salons’ still remains within parts of the industry, some home salons have come a long way in the last few years, providing the salon operator flexibility with their working hours and a more personal 1-on-1 or 1-on-2 client to hairdresser ratio in a comfortable, relaxed, environment that’s not in the hustle and bustle of busy shopping centres and street fronts. Partnering with supplier companies remains an important aspect of any business especially when the client service is so personal, so we spoke to Emma about how she makes these choices and just a little about her business in general.
CAN YOU TELL US A LITTLE ABOUT YOUR BUSINESS AND AN OVERVIEW OF A TYPICAL DAY FOR YOU?
My parents owned a hair salon, and later a Hair & Beauty wholesaler, so I really grew up in the hair and beauty industry. I opened my business in 2019 and grew it from the grass roots up. What started primarily with friends and family, grew steadily to a numerous clientele base, through the use of social media and word of mouth. I’m now looking at employing help, as I’m almost at capacity and have a wait list for new clients. My days are usually booked solid from 9am until close of business. Typically, I work with one to two clients at a time, which allows me to spend quality time with each customer whilst still being able to accommodate a good number of clients.
WHAT DO YOU BELIEVE TO BE THE MAIN POINT OF DIFFERENCE FOR BOTH YOURSELF AND YOUR CLIENTS FROM WORKING IN A TRADITIONAL SALON?
“I WOULD LIKE TO SAY I’M A SALON IN A HOME, NOT A HOME SALON”
- EMMA MARTIN
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The main point of difference for me would be the flexibility. I love being able to work my own hours around my life. Sometimes in the hair industry I think you struggle to find that work life balance but having a home salon has really given me that luxury. I also love the rewards that come with having your own home salon, you work hard, and you get rewarded. From my client’s point of view, I feel that they love the personal aspect as they’re just dealing with me and they aren’t juggled between 2/3 different hair dressers. It’s a more relaxing experience for them as the environment is less busy.
“I CHOSE TO CARRY THE ABBA AND THE BRAZILIAN CACAU PRODUCTS. I LOVE THESE PRODUCTS AS THEY ARE A BOUTIQUE AND EXCLUSIVE RANGE.”
- EMMA MARTIN
WHAT ARE YOUR FAVORITE SHADES TO PRODUCE USING TRUE COLOUR?
WHAT BRANDS DO YOU USE, LOVE AND RECOMMEND IN YOUR SALON?
In salon I use the Hi lift True colour range as well as the Eco range for my clients who may have any sensitivities. For my retail range I chose to carry the ABBA and the Brazilian Cacau products. I love these products as they are a boutique and exclusive range. I also love that they have more natural ingredients and provide brilliant, consistent results at a reasonable price.
AFTER WORKING WITH MANY WELL-KNOWN BRANDS – WHAT MADE TRUE COLOUR THE CHOICE FOR YOU WHEN SETTING UP YOUR OWN SALON?
Quite simply the results and quality. Not only is it such a great colour, it’s also extremely economical. You get a 100g tube, for a fraction of the cost that your well-known brands charge. I have used several brands before and the shine and coverage from TC is second to none. I am creating some of the best blondes with TC and they offer an Eco-friendly range as well. I feel valued and supported, with access to technical support and it’s conveniently available at a range of wholesalers.
As I am more of a blonde and balayage salon, my absolute go-to shade in true colour for that nice bright, cream,y blonde would be 10.22 & 9.12. If I’m after something a little more ash I will add a 10.1 or Ice. For that beautiful cool caramel, I am loving anything “.71’s” at the moment
WHAT IS YOUR GO TO PRODUCT AT THE MOMENT IN THE ABBA RANGE AND WHY?
My go-to product in the ABBA range at the moment would have to be the complete ‘all in one leave in spray’, I am obsessed! The smell alone leaves all of my clients wanting a bottle, not to mention how light weight and moisturizing it is, it leaves every head of hair feeling soft!
DO YOU GET THE RIGHT AMOUNT OF ONLINE AND MARKETING SUPPORT FROM YOUR SUPPLIERS?
I honestly couldn’t ask for more support from my suppliers. M&U are always there to support in any way they can, which is so reassuring being a home salon.
HOW DO YOU MARKET YOUR HOME SALON?
I would like to say I’m a salon in a home, not a home salon. I have primarily relied on Instagram to market my business and have been inundated
with new clients from this platform. I think being able to instantly and visually showcase your work, appeals to new customers who can gauge your work through a positive following before they book. Word of Mouth also generates a large amount of my business.
HOW IMPORTANT IS IT FOR OTHER SALONS TO FOLLOW THE ‘RULES’, IN TERMS OF BUSINESS, SET UP, EMPLOYEES, SUPERANNUATION ETC.
As fun as it is having your own business it’s extremely important that you ensure your business is following the minimum requirements and obligations set out by law. As a business owner you are responsible for ensuring you have the correct business registrations and that they are maintained and renewed.
WHERE DO YOU SEE YOURSELF IN 5 YEARS’ TIME?
In 5 year’s time I would hope to have expanded my space into something a little bigger (maybe take over the garage haha), hopefully having an apprentice to help with my work load, maybe even being in the position where I am able to rent a chair. I also hope that starting a family would be on the cards for me and having the flexibility and convenience of still working from home sounds very appealing to me.
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HAIR SHOP THE NEW NATURALS ADDED TO COLOR XG RANGE BY PAUL MITCHELL
Paul Mitchell launch the New Naturals, 3 exciting new shades to compliment the Color XG range. Soft and rich, the three new shades are Brown Ash which gives a cooler result without looking flat or muted, Brown Gold - the perfect blend of warmth without the brassiness and Violet Gold for a beautiful combination of cool and slight touches of gold reflection for an almost iridescent vibe. Shades can be intermixed to create fresh new formulas for an infinite range of possibilities. www.paulmitchell.com
KERATIN INFUSED HAIRSPRAY BY WHITE SANDS
White Sands Australia is proud to present the new Keratin Infused Hairspray, infusing cutting edge science with natural botanicals. More than your traditional hairspray, Keratin Infused Hairspray offers all day hold with a shot of keratin protein to strengthen and protect your hair, making it less prone to breakage as it reinforces each individual strand. Combining the keratin shot with a silk amino acid, the shiniest protein available, Keratin Infused Hairspray makes locks shiny and resilient from day to day styling. www.whitesandsaustralia.com.au
PROFESSIONAL VEGAN-FRIENDLY BRUSH BY EVY
Inspired by, and manufactured to mimic natural bristle, and deliver smooth, static-free hair. The ultimate, meticulously-crafted, vegan cushion brush. Rubber cushion pad designed to gently massage the scalp. Soft touch, comfortable handle, hand finished to remove sharp edges Suitable for fine to medium hair types including
hair extensions. www.evyprofessional.com
SILVER SCREEN BY NATURAL LOOK
Natural Look Silver Screen Ice Blonde Shampoo now packs even more value with its new 375mL bottle and is still available at the price of the old 250ml with Ice Blonde Conditioner now available in a 300mL tube also with no price change. The formulas you love remain unchanged – strong violet/blue pigments to neutralise yellow and brassy tones providing instant results from the first application, whilst hydrolysed wheat protein and active botanical extracts add moisture back into the hair and provide a protective barrier against environmental and thermal damage. Silver Screen is proudly Australian owned and made, cruelty free and vegan friendly. www.naturallook.com.au
LENGTHS TREATMENT RANGE BY ALTER EGO ITALY Natural origin and eco-certified special ingredients are the key in this new treatment range consisting of four hair families:• Colour Care - Dedicated to the protection of coloured and bleached hair. Enriched with precious and active ingredients of natural origin. • Silver Maintain - Dedicated to the protection and maintenance of blonde, grey, white, natural, coloured or bleached hair. • Repair – A beauty ritual for treated and damaged hair, pperforming a reinforcing and repairing action on the fibre , for healthier, plumped, strong and resistant hair. • Hydrate - Formulated to immediately restore the water balance of dry and dehydrated hair All products are formulated without sulphates, parabens, petrolatum and silicones, where possible, to preserve the hair structure and cosmetic colour as much as possible and the range is derived from a selection of ingredients up to 99% of natural origin, vegan-friendly and highly biodegradable formulas www.alteregoitaly.com
SHAMPOO CUSHION BY JOIKEN
Specially designed for comfort, this neck cushion conforms to the shape of your shampoo basin to prevent your client from slipping and for maximum client comfort. Plus, it will fit most shampoo basins! www.joiken.com.au
TONE ME BRUSH BY FOIL ME
Almost two years in the making, this original, unique pink toning brush has been custom-designed to ensure you can create your masterpieces quickly and more efficiently. The Tone Me Brush boasts an extra wide brush head, signature embossing on the handle, a rounder tail comb and soft, vegan bristles all in 100% recyclable packaging www.foilme.com.au
WHAT’S NEW FROM M&U
Brazil Cacau – The best just got better. The new formula creates Straighter, smoother, Frizz-Free results with Radiant shine. Trueplex – Bamboo Miracle Reconstructor utilizes the power of Cysteine, Keratin, Argan Oil and Bamboo Extract to completely repair dry, damaged or chemically treated hair. Keratherapy – Available in Repair, Moisture, Volume and Colour Protect Duo’s. Zucchelli – The Classic 230 Trolley is made in Italy, for those who are wanting quality. www.muimports.com.au
ALL-IN-ONE TEXTURISING BLADE CAN A CLIPPER BLADE REALLY CREATE TEXTURE? IS IT POSSIBLE TO USE A CLIPPER LIKE YOU DO YOUR SCISSORS? THE ANSWER IS YES!
The Wahl Bellina with the unique All-in-One Texturising Blade cuts hair on contact to avoid damage to the hair shaft, preventing split ends and creating a cleaner finish. Forget the texturising scissors leaving chunks or the feather razor creating fluffy edges; the Bellina Styling Clipper is the perfect tool to add texture to short and long hair, without unintentionally removing length. The unique All-in-One Texturising Blade is made in Germany from the highest quality stainless steel, which is best suited for hair cutting. This quick release detachable blade is easy to clean and maintain. Extremely versatile, the All-in-One Blade can be used for every haircut. It is your ideal tool to: • Create fringe effects in long hair. • Develop volume layering while maintaining the same hair length. • Slice and peel of long hairstyles for a fresh, healthy look while preventing split ends. • Cut and blend in hair extensions. • Develop and structure short hair, for soft, harmonious progression in the layers.
Three positions can be selected using the adjusting lever integrated into the blade set. The intensity of the cutting effect can be individually adapted by using the intermediate positions. Position 1 is Equivalent to Notching Scissors, Position 2 to Thinning Scissors and position 3 is equivalent to a Feather Razor. “The Bellina is the perfect texturising tool. It gives me 360-degree freedom of movement, which means I no longer have the physical limitations from using scissors. I also love the fact that the Lithium-Ion Battery gives me up to 90 minutes cordless run time.”, says Wahl Education and Artistic Team (W.E.A.T) member, Jade Bates (@jadeybates). The Bellina Styling Clipper is available at participating wholesalers and it comes in a value pack with the Bella Trimmer. With a soft finish, the Bella Trimmer is great for outlining and completing your look. Wahl Academy Australia offers you Look & Learn Classes and Hands on Workshops on how to use the Bellina Styling Clipper. For more information, email contactus@wahl.com.au
“Home t o t he best l a n o s r e p , g n li y t s hair d n a ls o o t g in m o o r g ir a h ” s t c u d o r p d e t ia c o s as BABYLISSPRO INFLUENCER CLIPPERS
A collection inspired by icons of the barbering world. BaBylissPRO celebrates award-winning industry leaders with three new metal FX Clippers: RedFX, BlackFX and WhiteFX. Ferrari-designed engine for supreme performance, exceptional power and incredible durability. Truly an influential range of clippers!
AWESOME CURLS? IT’S AUTOMATIC!
Effortlessly easy curls with Silver Bullet XOXO Automatic Curler. Create perfect curls from the root down without losing any heat. Just hold and the automatic curler rotates hair all on its own. Simple, extraordinarily easy to use and stunning results.
THE TRANSFORMATIVE HAIR DRYER A new era in hairdryers. Weighing not much more than a smartphone at 294 grams the iQ Perfetto by Gama is incredible. The lightest, most powerful, most perfectly balanced dryer ever created.
BE BRILLIANT WITH COLOUR
Deliver extraordinary and infinite colour versatility with Echos Color Hair Colour. Permanent, semi-permanent colour, toner or filler all from one tube. Boosted with anti-oxidising Vitamin C and Beeswax for nourished locks and long lasting tones. Made in Italy.
THE CURL OF YOUR DREAMS
Bounce.ME – the unique curl balm which delivers intense hydration to save curls from the dreaded frizzies. Enriched with nourishing argan oil, Design.ME Bounce.ME Curl Cream defines and adds shine for longlasting, bouncy curls.
THE NO-FUSS FOIL
Life is easier with no-fuss foil! Robert de Soto iFoil Embossed Pop-Up Foil is embossed for secure hold while highlighting, streaking, isolating colour and applying balayage. Fast, easy interleaved foil. FOR MORE INFORMATION: CALL DATELINE IMPORTS P/L ON (02) 9666 3611 OR VISIT DATELINECITY.COM
ACHIEVE A HIGH-TECH LOW-FADE WITH ANDIS Andis Australian Educator Jordan Tabakman takes you through his step-by-step process for creating this high-tech look. When it comes to executing the perfect low-fade, a combination of the right tools and techniques will ensure barbers master the art of this ontrend look. As a world-leading manufacturer of clippers and trimmers, Andis delivers tools that perform beyond expectation. With Andis Australian Educator Jordan Tabakman providing step-by-step insight, and showing how to execute this technique in pictures, discover how to achieve the perfect result and elevate the precision of your fades with Andis.
www.andisclippers.com.au
NEW ARRIVAL Josie Styling Chair Ideal for any salon space. This not only brings appeal to your working space but also provide you with fine finishing, smooth texture, light weight, high tensile strength, unique design. Best in style and durability Made from polycarbonate Hydraulic Options: • White 5 Star Hydraulic • Chrome 5 Star Hydraulic • Chrome Disc Hydraulic • Black 5 Star Hydraulic • Black Disc Hydraulic • Rose Gold Hydraulic
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HOTTER. FASTER. BETTER.
SIMONE LEE
BLOG SPOT. OLD IS GOLD Leading organizations, applying top-level marketing approaches that attract younger consumers across Australia and the globe, has been a common trend for many years. Today, many savvy brands are now adopting new advertising strategies to capture the attention of older consumers, and here’s why. The current population of Australia is over 25 million. In 2020, it is estimated that 16.1% of the population will be 65 years of age or older (approximately 4 million people in total). A recent report from AIWH has also indicated that 13% of 65+ people are still in the workforce. 65 -74-year-olds have more wealth than younger generations, which has been accumulated throughout their life. Further data shows that 61% of older adults in Australia receive a full-rate pension while further reports developed during 2016 indicate that 82 % of 65-year-olds own their homes in Australia and only 44 percent of aged people 25 – 34 own property. With these figures in mind, it is evident that older people likely have more money to spend in comparison to younger individuals, with the cost of living, education, and food on the rise. Older people’s children have usually left home, finished school, and their general financial debt is typically smaller than younger people. A recent study conducted by RMIT and found that “individuals aged 55 years and over feel that brands do not cater to them in their advertising”. After considerable research on consumer spending trends, it became clear to me that my businesses were missing out on a large quantity of revenue because we were not holistic in our marketing strategies to the aging population.
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want from a brand experience is a big no. I found through in-salon surveys that senior citizens are not so old-fashioned. They like to keep upbeat and ‘in the know’, they do not want to be considered mature or ‘past it’. A retail report from Commonwealth bank shows that “most older Australians, especially men, think that quality is more important than price. For older females, price is still a crucial factor in purchasing decisions, however, these behaviours may overlap and vary based on the type of product you are selling.” Some areas I focused on were: • Involving older people in brand campaigns for artistic and trichology clinic • Video testimonials from older people • Re-modelling of our toilet and bathroom area with the latest devices to assist older and disabled people. • Interactive breakfasts and hair care seminars specific to older people and • Liaising with organizations that work with the aged, including local retirement villages, doctors’ surgeries and hospitals, and online support groups. DIFFERENT MEDIA CHANNELS I studied how to engage an older clientele through the use of media marketing that would appeal directly to the mature person. A recent report by CommBank indicates, “while online shopping is increasing in popularity with older people, only 7% prefer online shopping, and 87% of older people use emails ahead of all other communication channels” and more than 95% of them watch TV.
I immediately made several critical changes that saw my business revenues exceed anything they had achieved throughout 24 years of operations.
I applied marketing concepts through: • Newspaper advertising, • Internet website marketing, • Handwritten greetings in calligraphy from the salon direct to letterbox, • Social media, and • Email marketing.
Understand Your Audience Assuming or guessing about what older people
The television factor for older consumer engagement sparked my interest. As a small
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salon, the cost of direct TV advertising was out of my reach. I did not let this deter me. I used my professional contacts in film and television to help me navigate this type of media advertising. I proposed a story to channel 7 news about my salon’s anti-aging trichology services for older people. The network loved the idea, and the story was aired in February 2019 nationally, which sent my business through the roof with senior clients. PRICING A report featured on www.careconnect.org listed that 59% of older buyers state that pricing consistency is a crucial factor in their purchasing choices. I evaluated my businesses to see if there were any areas that we could vary our prices to attract the older market. One thing I have never been a fan of is pricecutting or the word ‘free’. I decided that I would not decrease any of our pricing and instead, I would use my trichology clinic and scientific business aspects to grab the attention of older guests and create a whole new type of salon therapy service offering in the area of ant-aging. The salon provides: • anti-aging services that were age-specific (55 – 60 years, 60 -70 years). • Colorants and cosmetic products are specific to skin type, texture, thinness using trichoscopy photos, and devices that measure skin PH, hydration, density through artificial intelligence programs. With the competitive nature of the hairdressing industry rapidly growing, ignoring this amazing opportunity to serve and care for a senior clientele may not be a smart thing to do! https://australianinstituteoftrichology.org/
BLOG SPOT.
TODAY I’M TALKING ABOUT GENERATION Z. Who is Gen Z? These are people born between 1996 and 2019, with the oldest turning 24 this year. We currently have 4.4 million of them living in Australia, and they have statistically $13.5 billion to spend annually. The reason I’m focusing on Gen Z in this blog is that they are the future of hairdressing, but I hear so many complaints on different websites and social media platforms about how lazy today’s apprentices are and how they don’t work as hard as we used to work etc. But I want to spin the wheel and change the conversation here for one second and look at the positives that Generation Z have brought to my salon, to my team, to me as a Creative Director for Matrix and as the salon owner for Intershape. So currently I’ve got 4 Gen Z staff members in my salon, and I have always employed apprentices because I believe that they’re the future of my salon and the future of the industry. But if I look at the past 5-10 years, 2 of my apprentices have opened their own salon, with my help of course, with loyalty and dignity. One of them just moved to the UK and I got her a job at Rush Academy and she’s killing it. One of them is just about to qualify and he is my Salon Manager today. He does a better job than any manager that I ever had, and he is currently 22 years of age, so a Gen Z. In my Matrix Creative Team, we currently have the H.O.T Teamers (House of Talent Program), which are probably, I think about 80% Gen Z. Now they are the backbones of my career and my business, and also of a lot of other brands. They are the ones that day in, day out, are always supporting everything we do, working hard with us, and yes, sometimes you see them playing with a phone, sometimes you see them do things differently, but it doesn’t mean that they don’t have the ability to generate income and be a significant help to what we do. Let’s talk about that a little more. There are 4.4 million Gen Z living in Australia, which is a huge amount of people that can potentially come to the salon. Now these people are communicating differently than how we used to. We used to have flyers, we used to have emails and we used to have text messages. They have so many other platforms, like
YouTube, Facebook, Instagram, Twitter, Snapchat and so many more where they prefer to communicate. They don’t like to talk as much as we do. They like to text. They like to use the phone as the agent or medium through which to attract their clients, and there is nothing wrong with that. Utilise their skills and their knowledge. Give them the opportunity to use those channels for you, for say, 30 minutes each day on your social media platforms and let them promote your business. If they are not yet able to make commission as a contributing Stylist in the salon, give them the opportunity to earn a commission or reward for bringing new clients into the salon. We pay them a commission on the new clients that they’re bringing in. For example, we will pay them 10% of the new client’s total spend if they’ve attracted that client via Instagram or Facebook or whatever social platform they’ve chosen to use. That’s the way we can incentivise and reward our younger staff members.
KOBI BOKSHISH
Our Gen Z staff members are also always helping us on the creative side while doing shows, always there backstage, not getting the credit that we get while on-stage. They are, as I said, the backbones of our business, and I’m so proud of them and love the future generation that’s coming through and I mentor a lot of them to help them develop and grow. So I really invite you to look at Gen Z in a different way and to utilise them well, because the world is changing. The world today is completely different than what it was a decade ago. 10 years ago I used to pick up the phone and call somebody. Today I don’t- I just send them a Snapchat or I send them an Instagram DM. They were born with this technology.
I’ve got two kids, 12 and 9 and this is what they do- they just communicate with these tools. So let’s celebrate the advantages of Gen Z and utilise their skills to our advantage rather than complaining about them all the time. Look at it from a different angle; a different perspective and see how you can get the maximum benefit and results from them. Sit with them and ask them what works for them, what they can do, what they believe can work for your business and you’ll discover so many crazy new things and new ideas that they give you. Be open because the world is changing. So, Gen Z, I love you. I’m proud of you. I don’t think you’re lazy. I think you’re very hard workers and very smart workers. There is much that we can learn from you.
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JULIE PIANTADOSI
BLOG SPOT.
DO YOU HAVE THE HAIR AND BEAUTY HAPPINESS ADVANTAGE? It always surprises me how often salon and spa owners wait for happiness to come and find them. They tell me they will be happier when they find the right staff, make the right amount of profit, have a better work life balance, have a happier home life, but happiness and choosing happiness is an internal job. You have to be happy right now. We spend more time at work than we do at home with the people we love, hence why finding a job we love is vital. Now sometimes, especially if you’re running a business, there’s going to be periods in running that business that are not going to make you feel like you love it.
So this actually means when you’re happier at work naturally you’re going to become more profitable, and did you also know that people who are happier generally will live longer than those who are not? I know this sounds too good to be true but yes you can stretch your life span just because you’re happier.
Sometimes we have to dig really deep and even sometimes we forget how to even be happy because we’ve been focusing for so long on the things that are wrong. So we can either find a job we love or we can BRING MORE LOVE INTO OUR JOBS that we have and this is something so important to teach to our teams.
It’s ok not to feel motivated and passionate about your career all the time, but one thing that YOU ARE in control of choosing your own happiness. So you can apply this BRING MORE LOVE INTO OUR JOBS into any area of your life. Try it at home with your loved ones.
It’s not normal or natural to be in love with your job 24/7. Just the same way passion and motivation don’t exist in our lives 24/7 either. This concept of BRINGING MORE LOVE INTO OUR JOBS requires time and training, but the results are amazing! Gone are the days of telling our staff to show up and be motivated and passionate ALL THE TIME. We employ humans not robots. Do you know that studies have proved that 75% of job success can be predicted not by how smart you are and not by how talented you are but rather how HAPPY you are? When you’re happy, your intelligence rises and so does your creativity, hence why happier beauty therapists and hairstylists are generally those who are more successful and more profitable in their careers. 76
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A happier team will result in a more resilient team, and when the team becomes more resilient, this will result in the team having fewer sick days. Happiness builds resilience and helps us to focus on the things that are right in our lives and salons. Things that make us happy. A happier team will laugh more and have better team culture. We feel more grateful and appreciative. Building a happier, more resilient team requires some time and effort but the results are amazing! So if you want more love in your life and workplace, rather than waiting for the prefect time or opportunity, why don’t you just bring more love to what you’re doing and become a happier more grateful you!
“WHAT MOTIVATES YOU?”
BLOG SPOT.
A hairdresser’s journey is mostly positive, however sometimes challenging. There are many different personalities and characters to tend to, and what works for one may not work for another.
DARIO COTRONEO
I often wonder why some people get more things done or are able to work with focus and direction. I’ve learnt it may not have anything to do with their willpower, but how they are wired. We all have inner tendencies that we are not aware of that make us react to situations. It’s how we have wired our brain over time to react. So how do we identify what motivates us or others? There are 4 main categories one can fall under. By understanding yours or another person’s “inner tendency” we can attain more productivity and achieve goals, for ourselves and with team members. Here’s how you can evaluate inner tendencies according to author Gretchen Rubin. THE OBLIGOR Obligors easily meet outside expectations. They deliver on time when someone else is counting on them, but they struggle with inner expectations, such as setting personal resolutions. They become discouraged when trying to adopt new habits because they’ve tried and failed in the past. Obligors need external accountability to meet internal expectations. They do well with deadlines and team supervision. An Obligor thrives on accountability so set daily or weekly goals, check in with yourself, or the team member and keep on target. Obligors like having a “buddy” to keep on track. For example, doing a cutting class with a friend who will be annoyed if you don’t show up. THE QUESTIONER Questioners question all expectations. They want to know why they should do something because they have a deep commitment to logic and efficiency. Questioners have a hard time making decisions because they want more information. They need reasons and justifications to be motivated. If they are at work and feel something’s dumb, they won’t do it. This tendency can seem disrespectful or not being a team player. Make sure you are comfortable with the logics
behind what is being asked of you and allow yourself to ask questions constructively. If this is a team member allow them the time to process the information and task asked of them. THE REBEL Rebels resist all expectations, outer and inner. They do what they want and when they want to do it, acting from a source of freedom, choice, and self-expression. When someone else tries to get a rebel to do something, they resist. Identity is important to a rebel. For example, a rebel might resist going to an 8 a.m. staff meeting because they hate being told where to go and when to show up. To effectively navigate a Rebel, set challenges above others in the team. They tend to enjoy meeting them. Examples are; give them an ambitious deadline or hold a friendly competition to outperform other members of the group. If you are the Rebel, set yourself goals outside of the scope required of you, as you love defying expectations and proving others wrong. THE UPHOLDER Upholders are good at meeting inner and outer expectations. They meet goals, thrive under rules and expectations, and keep resolutions without too much of a problem.
While this tendency sounds like productivity perfection, one of an upholder’s issues is that they can be seen as rigid, and have a hard time switching gears when circumstances change. They also struggle when they’re in a work environment that has an emphasis on flexibility. In some salons, an owner might say, “Do what you need to, to make the client happy.” That’s great for a Rebel, but an Upholder wants to know what the right way is. If there is a rule, they don’t break it.” Upholders thrive under routines and schedules. Be aware of those that may “freak out” when told to “go out of the lines”. You may need to guide them through it. As an Upholder make sure you voice when you feel uncomfortable and get the guidance you require. Our “tendency” shapes every aspect of our behaviour, so understanding this framework lets us make better decisions, suffer less stress and burnout, and engage more effectively with ourselves and with others. Be Real Love Dario x Founder and Educator DCI Education www.dcieducation.com
Hair Biz Year 14 Issue 2
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PAUL FRASCA
BLOG SPOT. BOOMS & MORE! What do we want? To turn hair into a future resource so it becomes a valuable commodity, not a waste product. When do we want it? ASAP!
That’s why, since the very beginning of Sustainable Salons, we’ve been collecting hair clippings from salon floors and spending countless hours in R&D on a range of pretty cool hairy projects. But I realised the other day, while scheming with a new collaborator on a VERY exciting future research project, I hadn’t given you guys a hairy dose since way back in 2018! And honestly, I’m ashamed of myself. So much has happened! Right, I’m going to lay it all out for you in this easy to follow timeline so you can see how far we’ve come and where to next with this incredible material we all love and have around us in abundance. 2010 We begin in Amsterdam (pre-Sustainable Salons). I wake up to the BP Deepwater Horizon Gulf Coast Spill and see an initiative by Matter of Trust in the US where hair is being stuffed into stockings and used to help soak up the oil washing ashore. That’s it, I’m instantly inspired! But in the days that follow, BP begins to dispute the hair boom’s effectiveness and it causes widespread public doubt. If there’s one thing I knew then and believe more than ever now, it’s that hair and oil are a match made in heaven! 2015 Ewelina and I launch Sustainable Salons and the first hair clippings are collected… such a milestone moment for me. My hairy vision is taking shape! I decide to reach out to similar projects in the US and discover no research is underway anywhere in the world, and that blows me away. It’s settled then, I need to find a willing research and development collaborator to help me prove the effectiveness of the Hair Boom and make it a commercially accepted product. 2017 Enter University of Technology Sydney science student, Rebecca Pagnucco. In a strange and awesome twist of fate, Rebecca originally 78
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approaches us to be part of her Masters research on a different environmental issue, but I tell her about the Hair Boom opportunity and she’s hooked. We purchase a whole range of the best traditional absorbent booms on the market made from cotton, cellulose and synthetic materials, and Rebecca gets to work comparing them against the Hair Boom. Not too long into the research, Rebecca wins a grant from the Oil & Gas Association (major score!) and by the end of the year, the Hair Boom Project captures media attention and Rebecca’s final research report is published in the Journal of Environmental Management. This is massive because it completely legitimises a crazy idea into an actual, scientifically-recognised concept! Overall, Rebecca’s research finds that... • One kilo of hair can remove 840g of spilled oil from sea water • Per gram, hair removes more oil from sea water than the raw cotton, recycled cellulose and synthetic polypropylene booms • Hair withstands a greater number of reuse cycles than other sorbents, making it more sustainable 2018 Our continuing research shows that Hair Booms are great at sea but not as effective on land, so the ‘hair carpet’ concept emerges. But it seems getting the hair to ‘stay together as one’ proves tricky, and I’m losing sleep! I soon come across the felting technique and the search begins for a collaborator who can make me a prototype. Success! I find a clever couple in Victoria who brings my Hair Mat to life, connecting the hair together in 3cm-thick mats. The finished product is glorious! 2019 With the Booms and Mats designed and ready to roll now, I start the shop around for manufacturing machinery and potential buyers. In the meantime, we kick off a sideline
project in northern and southern NSW - the world’s largest research into hair in compost. So many people use it already, but is it actually effective? What’s the best ratio for the optimum mix? We’ll find out soon! And then, two purchases from the waste management and plumbing industries make history! The Hair Booms prevent oil going down the drain and help contain spills (mostly poo spills - fact). Excitingly, we also begin trials in local council waste water catchments and government projects. 2020 So here we are. It’s the year of stockpiling and market testing to help us secure future government contracts to supply Booms for oil spill emergencies. You see, you need to be able to prove that you have the supply when the demand hits, so that’s the objective now - to have enough Hair Booms at the ready and convince the decision-makers that they’re the only way forward! AND BEYOND! So, about that VERY exciting future research project I mentioned. Let’s just say hair could soon be involved in water filtration and the sustainable ingredient used to build digital signage. That’s all I can say for now... Keen to join the movement? Register your salon details at www.sustainablesalons.org!
BLOG SPOT. STEVE CORTHINE
WHY YOU HAVE TO TRAIN STAFF 2020 THE DECADE OF PROMISE
I don’t know about you but 2020 has not had the easiest introduction. I saw a meme that said it’s the 65th day of January and really felt it! I’m not being ungrateful - I have my health, I have a beautiful family, I went to Miami for the Super Bowl, so it’s not all bad by a long shot. But right at the end of 2019 I had one senior member of #Teamenglish resign. This person had been with us for over 10 years, was a key staff member and senior trainer. Was it a shock? Not really, there are always signs. But this team member was our top earning stylist for the last 4 years, she was a great operator and had relationships with everyone in the salon, with staff and clients. A few days after she had handed her resignation in, I was waiting for my lunch at my local Japanese restaurant and I spoke to another team mate about her, saying she had handed her notice in. His face dropped because…...he was also about to hand in his resignation. I don’t think he was going to do it at lunch, but he couldn’t keep it in after our chat and here he was - another senior member of our team. OUCH! 2 staff in 2 days. Mel and I are fully aware that the only people not going anywhere in our business are the two of us, the owners. We both worked for other people, we understand the need to try somewhere else, to go out on your own. We try to educate staff as best we can and to clap people out where ever we can. We are grateful for people coming to work for us, especially giving us 10 years of their lives and keeping our salon in business. But even knowing all this and having ridden the ups and downs for 14 years, to lose two important staff in one week stops you in your tracks. That’s about 375k a year in turnover! I’d be lying if I said we didn’t have a few tough days.
Then last Saturday at 8.45am I looked around the floor at Stevie English Hair and everyone bar one had come through our training system. A couple have been with us through their apprenticeships and are now senior stylists, and we have two new ones on the floor stepping up into senior roles since January. I had one of those moments where I smiled a true genuine smile from within- this is why we invest so much money in education. And it’s why you should too. When I hear people saying, “what if I train my staff and they leave?” but what if you don’t train your staff and they stay? Who will be servicing your guests? Investing in the younger generation is critical! Train your staff. Use the education from the company that provides you colour, they put on education to help you grow your staff. Put the time in and I believe you will get it back out, sometimes in the form of a loyal staff member who stays with you for 10+ years and helps to put your kids through expensive orthodontic care. It’s a risk, yes, but not taking risks means you will never grow. When your team grow, you grow. It’s a simple equation and one worth your time and money. Australian Hairdressing needs hairdressers! Invest in the youth! You won’t regret it. Big love Stevie
Hair Biz Year 14 Issue 2
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THINK TANK By Jodie Brown, ghd acting salon sales director
Electrical tools form a key part of the retail offering in salons, but there is a massive opportunity behind the different hot tool categories that not many people in the market know about. According to a report by Harris Interactive, the electrical hot tool category is an expanding market in Australia, with styler and hairdryer ownership both in growth. This report singles out hairdryers as one of the biggest category opportunities for salons, with 25 of women who own hairdryers intending to upgrade in the next 12 months. And not only do they want a better tool, but they’re willing to pay more for the quality – up to 32 per cent more, in fact. Jodie Brown, ghd ANZ’s Acting Salon Sales Director, discusses how you can leverage the opportunity in market, after just recently launching helios, ghd’s lightest, fastest and most precise hairdryer within their offering.
WHAT THIS OPPORTUNITY IN MARKET MEANS FOR SALONS
This premium segment of the market represents a key opportunity for the salon industry. Premium hairdryers represent a $15.1M market in Australia, and this is where a stylist’s expertise and advice can play a key role in influencing purchasing behaviour. This is why understanding consumer needs, and having the right products to meet those needs, is imperative. In Australia, the most prevalent hair problem women encounter is fighting the frizz – 46 per cent say it’s their biggest challenge, meaning ionic technology is a must-have. Use the information you have at your disposal to your advantage when it comes to upselling and educating your clients. This drives purchase intent and positions you as an expert in their eyes.
GET EDUCATED ON HOW TO SHARE THE BASIC HAIRDRYER TECHNIQUES WITH YOUR CLIENTS AND BE READY TO TALK TECH!
At ghd we have an incredible Education team and we always suggest to salons that investing in insalon education training will help you capitalise on this opportunity in market. These sessions will help you learn how to get the best results from the tool, yes, but they will also get the team across all the new tech and how to speak to it and the function. Your team knowing this is crucial to sell through. It’s understanding what your clients like in a hair dryer and also what this upgrade could mean for them and utilising the key unique selling points to your advantage! Stylist education in correct technique can go a long way to converting a sale, and with 68 per 80
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cent of Australian women having medium to long hair, drying speed is also an important factor to consider. Get them in the chair to try it out and show them the tool’s power or better yet – put it in their hands. Allowing your client to look and feel the tool is handing them the power and giving them a vision of what it would be like to own it and use it every day!
UNDERSTANDING THE CLIENT AND THEIR NEEDS
Tailor your pitch to your client. Skill level is also an important consideration – while hairdryers are the most commonly used hot-tool, research shows only 43 per cent of women know how to brush or section their hair when blow-drying, while 56 per cent simply blast dry their hair. Understanding how they use their dryer will help you steer the consultation and convert a sale. Ask them, how do you dry and style your hair at home? This then opens a conversation with them and allows you to position yourself as an expert and give them some easy to use tips for at home. The goal is to always achieve a salon blow-dry at home and you have the opportunity to give them the skills and the learnings to implement as much
as you can when doing it yourself at home, and they will only appreciate you more for it. There is clearly an opportunity where in-salon sales can benefit and all it takes is understanding. Understanding the market opportunities helps you to refine your product mix and ultimately grow your sales by offering solutions which address your clients’ biggest styling needs. To learn more about how ghd ANZ can help you leverage your business success, please contact 1300 443 424 Jodie Brown is acting Salon Sales Director of ghd hair Australia and New Zealand and has been with ghd since September 2016. She has enjoyed seeing ghd brand grow from strength to strength during her time. In this role, Jodie’s approach to leading the ANZ salon channel centres around driving the Australian and New Zealand market with leading innovation and technology. Jodie is passionate about driving brand awareness through strategic partnerships, excellence in merchandising and marketing, and their comprehensive education program.
HAIRDRESSERS WITH HEARTS As hairdressers, we share many of our client’s biggest life moments. We’re there for her on her wedding day, before a big job interview, we celebrate the birth of her children and even grandchildren and sometimes, sadly, on the day of her husband’s funeral. And sometimes we find ourselves having conversations about distressing situations such as family and domestic violence.
courthouse 7 years ago. That conversation sparked a dream of being able to DO SOMETHING and to harness the power of hairdressing salons to do it.
Some statistics about domestic and family violence: • One woman dies on average every week from domestic and family violence in Australia. • 1 in 4 women have experienced emotional abuse by a current or former partner since the age of 15. • 1 in 5 women have experienced sexual violence since the age of 15. • Intimate partner violence is a leading contributor to illness disability and premature death for women aged 18 – 44 • 1 in 6 women experience abuse before the age of 15 • Indigenous women are 32 times more likely to be hospitalised due to family violence • Domestic and family violence is the leading cause of homelessness for women and their children in Australia. 723 calls are made to Australian police every single day for domestic and family violence. That’s 264,028 calls for domestic violence a year
HwH is a not-for-profit organisation which provides training and resources for hairdressers and barbers to enable them to be better prepared to deal with and provide support for clients experiencing family and domestic violence or elder abuse.
Understanding how often hairdressers can be exposed to situations they feel ill-equipped for, and wanting to do something about that, two women decided to take action. Hairdressers with Hearts began with a conversation between a hairdresser, Sonia Colvin, the Founder of Hairdressers with Hearts and a dv worker, under the window in the safe room at Caboolture
Understanding that, due to the relationships forged with our clients, salons can become that safe place where clients take a seat, vent, cry, laugh and share their most personal details of both their happiest and saddest times. They often seek help, guidance or support, sometimes for themselves, and others about their partner, children, parents, grandchildren, friends or neighbours. Clients place an enormous amount of confidence in their hairdresser, trusting them with their hair, their self-confidence and sometimes their secrets. There’s no doubt that hairdressers and barbers are on the frontlines in our community, having intimate conversations with clients on a weekly basis. Whilst we’re always there to support our clients, these situations can sometimes place us in situations that we may be unprepared for. Realising that clients needed access to the right resources at the right time, particularly when faced with situations such as elder abuse and domestic violence, these caring and proactive ladies knew that more needed to be done to support stylists at the front lines.
Sonia Colvin, Founder of Hairdressers with Hearts Over time they obtained the right resources, researched appropriate training for hairdressers and developed this into a training module for hairdressers. Sonia says, “After launching as a not-for-profit company and completing the HwH “No More Silence” training, I have personally helped 115 of my clients get the right help. If we multiplied that by Australia’s 55,000 plus hairdressers, we potentially have 6 million, 325 thousand Australians receiving the right help and the right advice at the right time”. Hairdressers with Hearts aims to harness the intimate and trusted relationship between the hairdressers of Australia and their much loved clients, making a real difference to the lives of many Australians living with stressful situations, potentially even saving lives. In rural areas particularly, the number and location of Domestic Violence and Elder Abuse Units is not sufficient to meet the needs of victims in those areas, however most small country towns have a hairdresser and barber, who could safely make resources available for these victims. Technology and the ability for abusers to track or follow victims may rule out the option for a victim to report to a police station or Domestic Violence Unit, however their local hairdresser may be a safer option for obtaining contacts for help. Mobile hairdressers are regularly entering homes of the elderly, disabled and nursing homes reaching some of the most vulnerable and at risk in our community. Hairdressers With Hearts aims to provide every Australian hairdresser and barber with the HWH – “No More Silence” training, so they are empowered to help their clients, reaching the most vulnerable in the community who have no idea of where to turn. Want to become part of the movement? Head to www.hairdresserswithhearts. com.au and like and follow their Facebook page.
WHEN MARKETING AND MEDIA STRATEGY IS KEY! By Kym Krey
Martin Lazare is certainly no stranger to the hair and beauty industries. You may know him as the co-owner, and Operations Manager of Esteem Hair Beauty Spa, an award-winning salon in Penrith, NSW, but he also brings a wealth of knowledge and expertise in the area of digital marketing with 15 years previous marketing experience.
Before joining his wife, Allison at Esteem Hair and Beauty, Martin spent 10 years working in the real estate and property management industries before spending the next six mastering digital marketing with global real estate advertising company, realestate.com (REA Group).
Hair Biz Editor, Kym Krey spoke with Martin recently to learn more about his journey into the hair and beauty industries.
Naturally, he applied his digital skills to their salon business and was able to triple the salon’s turnover, and so recognised a need within the hair and beauty industries for strategic marketing services.
School wasn’t for me, so I didn’t go to uni or tafe. I needed a career and saw that real estate offered an exciting future without prior experience plus I think I just liked the idea of dressing up in a suit for work!
Now, Managing Director of Esteem Media and joined by director Matt McGrath, they specialise in using on-trend digital marketing strategies which integrate relevant marketing tools and analysis reporting to help deliver the most effective results for clients, increasing their digital presence. Somewhere in there, he also manages to be a husband and father to two young boys and you’ll even find him doing the early morning school drop-offs, attending school events and assisting with the kid’s soccer games.
YOUR EARLY CAREER WAS IN REAL ESTATE AND PROPERTY MANAGEMENT. WHAT INITIALLY DREW YOU TO THIS INDUSTRY?
YOU SPECIALISED IN THE DIGITAL MARKETING ASPECT OF REAL ESTATE ON A GLOBAL LEVEL. WHAT WERE THE MOST IMPORTANT ASPECTS TO MASTER FOR BUSINESSES IN THAT INDUSTRY?
My time with the REA Group was when online marketing was really taking over print. My role was to show the return on investment that digital channels can bring and the visibility you have on your marketing with reporting and analytics. It’s a numbers game- the more eyeballs, the more chance of hitting your goals.
WHAT PROMPTED THE MOVE INTO THE BEAUTY INDUSTRY, JOINING THE TEAM AT ESTEEM HAIR BEAUTY SPA?
My Wife Allison has been in the industry for almost 30 years and has owned and operated Esteem for 24 Years in Penrith. I took my learnings from REA and from great real estate businesses and business minds and applied this to the salon. Within a few years by implementing what I had learned, we tripled the revenue and replaced my income. During this time, our family was growing, and I wanted a work-life balance to see my boys grow up. Today, I take my kids to school every day, pick them up and attend soccer training or games 5-6 days a week. I love it!
HOW HAVE YOU BEEN ABLE TO CONTRIBUTE TO THE GROWTH OF THE BUSINESS USING YOUR DIGITAL MARKETING SKILLS?
It’s all about planning and strategy and this includes new processes, new clients, client retention and huge revenue growth.
WHAT DO YOU FEEL ARE THE MOST COMMON MISTAKES
SALON OWNERS MAKE IN THIS AREA?
Trying to be hairdressers and marketers! It’s hard, and even we struggle some days! I think all salons should put a budget aside for professional digital marketing
TALK US THROUGH YOUR DECISION TO LAUNCH ESTEEM MEDIA AND HOW THAT CAME ABOUT.
When I left REA, I also left a reasonable income on the table, so started a digital marketing business ionlueu.com.au whilst working on the salon growth. The original business model failed and closed within 12 months. I found I was a slave working for very small returns. Luckily, Esteem Hair Beauty Spa really took off and I spent all my time growing this. My business partner at Esteem Media is my cousin Matt McGrath, and he had a similar career background to me working in the real estate and real estate portal space. Matt was on my back for a few years to work together and get something going and he twisted my arm to start, so here we are. This time our business model is bullet-proof compared to my 1st failure.
YOU NOW PROVIDE DIGITAL MARKETING SERVICES TO OTHER SALONS AS WELL AS VARIOUS OTHER INDUSTRIES. TELL US ABOUT SOME OF THE MOST EFFECTIVE SOLUTIONS YOU PROVIDE.
This year, we are planning to move all of our salons and other business clients into combined content creation/social media management packages, which in my opinion is the biggest growth area. However, we can’t forget online search marketing either. Google plays a huge role in lead generation and must be considered. We have a really effective sales funnel product which includes a combination of Facebook and Google ads at top of funnel, leading into an email sequence educating the potential customer with offers to entice them to close the sale.
IN WHAT WAYS ARE THE HAIR AND BEAUTY INDUSTRIES UNIQUE IN THE WAY THEY SHOULD BE MARKETING FROM YOUR PERSPECTIVE?
In 2020, it’s all about content creation. Hair and Beauty salons are interesting and sometimes
visually very beautiful, so consumers are really interested in this space. Of course, I wouldn’t forget about Google and this opportunity, in my opinion, should be dominated by salons wherever possible.
DIGITAL MARKETING IS A TASK THAT MANY SALON OWNERS WOULD LOVE TO OUTSOURCE TO AN EXPERT, BUT MANY MIGHT PERCEIVE IT AS EXPENSIVE. HOW WOULD YOU RESPOND TO THAT?
Salon owners need to look at this as an investment, not a cost, and consider the cost to the business of not being visible in this space. Every business in 2020 should be looking at themselves as media companies and drawing consumers to their business digitally. Think about how much time each day we personally spend on Facebook, Instagram and Google!
YOU BALANCE YOUR ROLE AT ESTEEM MEDIA WITH THE DEMANDS OF A YOUNG FAMILY, SCHOOL DROP OFF AND SOCCER GAMES! HOW DO YOU DO IT ALL?
Um, I’m not sure how, I just do, lol! As I’m writing this, I’ve had a resignation, a new employee starting, a phone interview, an electrician finding a blown water pump, a blown garage door opener, a new business meeting, a school drop off and pick up and now soccer training! It’s all about utilising good time management skills and developing the ability to delegate and use good external resources.
WHAT WOULD BE ONE PIECE OF ADVICE YOU WOULD OFFER SALON OWNERS WHEN IT COMES TO MARKETING THEIR BUSINESS? Be strategic, have a plan, try new things and don’t be afraid to fail.
WHAT’S ON THE HORIZON FOR YOU OVER THE NEXT FEW YEARS PERSONALLY OR PROFESSIONALLY?
I just really enjoy helping people and I love this business because it works. I’ll be happy to see my boys thrive at school and on the soccer field and have heaps of holidays creating memories with Allison and the boys.
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DOING BUSINESS WITH THE KEELEYS By Kym Krey
It’s one of the industry’s most well-known surnames and it’s synonymous with salon business success. Carl and Belinda Keeley are industry veterans who have mastered both the creative and business sides of the industry, and walked their talk building several highly successful businesses along their almost-17-year journey. They’ve been sharing their knowledge with other salon owners for years but, having launched their most recent membership program, ‘Salon Business By The Keeleys’, we thought it was about time we learned a little more. Hair Biz Editor, Kym Krey spoke with Carl and Belinda Keeley recently.
TELL US A LITTLE ABOUT YOUR BUSINESS JOURNEY SO FAR. C & BK. Our first Chumba salon was ‘born’ in
2003 in regional Victoria and we still have it 17 years later. We founded our Chapel St, Melbourne salon in 2008 and we also had two franchised salons under the Chumba brand at one point. At the very start of our businesses, we entered a lot of business and hairdressing awards to establish our brand and are blessed to have won our fair share. In between running our salons we were also asked to educate and mentor other businesses and we did this without necessarily publicising anything as we were not in it for the money. We just wanted to help others along their path.
HOW DO YOU FEEL YOUR OWN EXPERIENCES HAVE POSITIONED YOU TO NOW GUIDE AND ADVISE SALON OWNERS? BK. After 17 years of running a regional salon, a
city salon, a partnership salon and two franchises we’ve experience a lot! As any salon owner will tell you, the daily hurdles and pitfalls are both many and varied. It’s not an experience that you can read about or study from afar - you have to live it. Perhaps we’re best thought of as ‘practitioners’ rather than ‘cheer leaders’ or ‘theorists’ -as we
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actually run successful salons. That’s our core role in the industry. We also teach business skills/ systems to other salon owners and have done so for many years now. We consult directly to a select number of salon owners daily - all high profile and mostly in the $2m+ turnover category as that’s what we know best.
YOU GUYS HAVE DEVELOPED STRONG EXPERTISE IN SALON MANAGEMENT, PARTICULARLY IN THE AREA OF FINANCIAL MANAGEMENT. WHAT LEAD TO THIS FOCUS FOR YOU? BK. That’s an easy one. We hit a wall of not
knowing what we were doing! We had piles of awards- even business ones- a huge staff and brand presence for Chumba, but no real training in handling all of the money that was pouring into and out of the businesses. We had no idea what to do with taxes, budgets, financial KPIs or even how to read our P&L - it was super stressful! We discovered that it is actually a pretty common problem in our industry. We achieve pseudo ‘fame’ but often little financial rewards. We say ‘ego but no profits’ and it’s a fun moment but not a healthy one. Hairdresser aren’t the only ones by the way; most small business owners are technicians and great at what they do (builder, IT, retail etc) but unfortunately the vast majority have no business skills when it comes to running their companies. So we searched around for some type of education on the finances of salons and found zero answers.
We did some formal Cert IV qualifications and they were quite frankly useless. In fact we ended up teaching the teaching staff. We even hired a business coach, only for her to tell us one day that she ‘doesn’t do that financial stuff’... of course we fired her. My accountant is great, but of course he didn’t know our industry intimately (how could they be experts in all industries?). So through lots of searching and piecing together of all the information, it was obvious that nobody could help us - nobody could actually explain or teach salon financial management. That’s a big problem that needed solving for us and the industry as a whole, so Carl being Carl decided to take it upon himself to figure it all out. He learnt bookkeeping, accounting, spreadsheet design, workflows, finances, management best practice etc etc. Some of it was fun and a lot was absolutely boring (bookkeeping in particular), but after a couple of years, we were sorted. After ten years of running these systems and testing them in our salons, we started to teach them to others as people had begun to ask us for help in this area in particular. It took two years to make the systems and ten years to test the systems, so it wasn’t a quick fix but it was the right pathway. Today, in less than 10 minutes, we can pull a salon apart financially and diagnosis business issues. It’s a skill that we think is quite unique and worth sharing with others.
WHAT DO YOU FEEL ARE THE BIGGEST CHALLENGES THAT SALON OWNERS FACE WHEN RUNNING THEIR BUSINESS? BK. Lack of business knowledge and training,
particularly financial competency. Most salon owners have no idea and even more have no willingness to address the problem. They know they’re broke but won’t take the step to ask for help or education and eventually they give up or go under. It’s a horror story out there, unfortunately. Having said that, we’re blessed with quality coaches , mentors and trainers in our industry. The results through great coaches are excellent client outcomes and quality standards, but we often see amazing salons on the brink of going under through lack of business understanding. It’s a shame that salon owners often design a system that guarantees failure through ‘not know what they don’t know’.
WHY DO YOU FEEL THESE ISSUES ARE SO COMMON?
Honestly, because we’d all rather be doing great hair than being stuck at a computer! Hair is fun business can be hard. Plus, it’s tough to go back and learn the business skills when you’re ‘the boss’ and therefore ‘should know this stuff’. Hairdressing and hair-business are two separate things.
WHAT ARE SOME OF THE BIGGEST CHALLENGES YOU HAVE FACED IN YOUR OWN BUSINESSES? BK. Staff - finding the right people to invest in
and trusting that they can perform to our salon’s standards. We have been blessed with some amazing, quality people in our company, and we are incredibly thankful for that. Some days though... it’s challenging. Salon owners know what we’re talking about!
HOW DID YOU OVERCOME THESE AND WHAT DID THE TEACH YOU? BK. Resilience, Passion and Vision - all wrapped
up in a learner’s mindset. We are lucky that there are two of us to share the load. We love to learn so we are always improving and adapting. We love our salons and industry, so the fire is still there, and, most importantly, we’re resilient. We’ve had very testing times over the last two decades. We’ve also had amazing times. Each experience is there to teach us and to test us and so far we’ve done pretty well - it hasn’t killed us yet, lol!
TELL US ABOUT THE BUSINESS PROGRAMS YOU OFFER AND HOW THEY BENEFIT SALON OWNERS. BK. We offer a few. One is our Financial
Management class which is two very full-on days. It’s basically financial bootcamp followed by a financial intervention on your company. It’s a very challenging course but the rewards are enormous for salon owners who have decided to turn ‘Pro’ and stop being a ‘hobbyist’ in their business. We also run our Salon Manager’s Course for owners and managers. This course is designed to build out your management teams and systemise your salons. New this year is “Salon Business
by the Keeleys” which is a weekly webinar and membership community on different focused topics. This is a bite-sized taste of what we do and is designed to give you actionable lessons for that week to build your salon business.
WHAT DO YOU FEEL ARE THE SECRETS TO GETTING THE BEST RESULTS FROM YOUR STAFF? BK. Culture. Culture is King. We live a culture of
professionalism within our salons. We are proud to be hairdressers and thankful for the relationships our industry enables us all to have. We value diversity and individualism; all are welcome at Chumba. We are team-focused at all times. Our salon’s mission is to provide world class hairdressing experiences to our clients - everyday to every person. It’s easy to say, but hard to maintain and we work on this daily and live our values in all areas of our lives.
WHY DO YOU FEEL THAT STAFF PERFORMANCE AND PRODUCTIVITY IS SUCH A SIGNIFICANT ISSUE FOR SALON OWNERS? BK. The best thing about hairdressing is that you
get to decide on your services and pricing, but it’s also the worst thing as most salons price their services incorrectly. By doing so, they set their team up to fail. How can you hit goals or targets in an equation that makes it impossible to do so? Unfortunately, salon owners have to take responsibility for the situation and charge rates that make economic sense. Only then can your staff ‘win’ the game you’ve designed.
IF YOU WERE JUST STARTING OUT TODAY, KNOWING WHAT YOU KNOW NOW, WHAT WOULD YOU DO DIFFERENTLY? BK. Starting out today, I’d invest heavily in social
media (it wasn’t around when we started). I’d also set up our structures correctly and save myself the years of learning the hard way that ‘the boss’ had better be good at running the company. I’d act faster when it’s obvious that a staff member isn’t working out or has gone off the rails. Those are the main three areas - everything else has been a blessing.
“SALON OWNERS HAVE TO TAKE RESPONSIBILITY FOR THE SITUATION AND CHARGE RATES THAT MAKE ECONOMIC SENSE. ONLY THEN CAN YOUR STAFF ‘WIN’ THE GAME YOU’VE DESIGNED.”
- BELINDA KEELEY
WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN (AND DID YOU TAKE IT?”)
1) My lawyer told me to “write that angry email but don’t send it - instead bin it” – and yes, I follow that advice now, but it took me a few years before I did! 2) “Sales minus Profit = Costs”. Learnt it, did it and I teach it. That equation will change your world if you’re a business owner. You must commit to taking your profit first- not taking whatever is left over.
WHAT’S THE BEST PIECE OF ADVICE YOU’D NOW OFFER OTHER SALON OWNERS? BK. Recognise that learning a new cut or colour
technique is always important and you must do that throughout your career, but... learning to run your company competently is actually your JOB. You choose to be a business owner willingly; nobody forced you to do it and nobody can do it for you. At the end of the day, nobody cares as much as you do. Nobody has as much to lose as you do either. You are the CEO - do your job 100% or you will fail yourself and your people. If you don’t know how to do any key business skills then learn it. If you know it then do it. You are the BOSS. Find out more about ‘Salon Business By The Keeleys’ at www.salonbusiness.com.au
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BLEACH WILL NOT DAMAGE YOUR HAIR BEYOND REPAIR! A HAIRDRESSER APPLYING BLEACH INCORRECTLY WILL DAMAGE YOUR HAIR! By Kirstie Kesic Everyone has seen the YouTube videos or heard the horror stories of how someone they know had their hair snap off. This is why bleach gets a bad name. As an expert colourist and blonde specialist, bleach is my best friend. I’m the one who will stand up for the bleach when people blame poor results on that or say ‘bleach is damaging to my hair’. I love bleach; it does not scare me at all. Hairdressers using bleach incorrectly …….now that scares me. So, first things first. Let’s get one very important fact straight. Professional Bleach alone will not damage your hair beyond repair, Professional Bleach alone will not make your hair snap off. A hairdresser who uses the bleach incorrectly will damage your hair and possibly make your hair snap off. A hairdresser who will apply bleach to your hair when bleach shouldn’t be applied will damage your hair. A hairdresser who is careless with bleach will damage your hair. A hairdresser who uses a PLEX as a magic wand to push the hair beyond what they would normally do without the PLEX will damage your hair. Now, without having to go into a full master colour theory lesson, you just need to know that colouring your hair is a chemical process. Bleaching your hair is both an art and a science and there are so many variables to consider and outcomes that can occur. To be a good colourist, you need to be able to understand the canvas you are working on, to determine if you are able to bleach the hair. This all comes back to your consultation: • Who is your client? • What is their lifestyle like? Do they swim or are they out in the sun all the time? • What is the end-game goal? • What is the history of the hair? • What is our starting level? • What is the porosity of the hair? • What products does the client use? • What styling tools does the client use? The answers to all of these questions will determine your judgement as to whether or not, in your professional opinion, will you apply bleach to the hair. When using any product but especially a lightener, you need to follow manufacturer’s instructions. Speaking very generally, a professional bleach is designed to lighten up to 7 levels, depending on what product company you use etc. So a bleach’s
job is to be able to lighten the hair up to 7 levels. Think of that every time you go to lightens someone’s hair and when you’re reading the below.
WHAT WILL CAUSE HAIR TO BREAK OFF: Overlapping If your application overlaps the product onto sections of hair that has been previously lightened to its maximum level of lift, then yes, breakage is a risk. Lightening over hair that has already been bleached Hair can only take so much. If you lighten hair that is already sensitised or has a jeopardised condition, yes it will become weak and damaged beyond repair. Over processing If you leave bleach to process on the hair for longer than the required time. Generically you leave the bleach to develop for 20 minutes. I say ‘generically’, because things like porosity, texture, and colour need to be considered when it comes to timing. If you leave bleach on fine hair for 50 minutes, it may break off, whereas if you leave the same product on coarse Asian hair for 50 minutes it may only lighten 4 levels and have no damage at all. Using a peroxide that is too strong Again, you generally use bleach with 6% developer, but what if the client has fine hair and only needed to use 4%? Never use a high-level peroxide just to speed things up. Always go gently. Slow and steady wins the race when it comes to lightening. Bleach burn ‘The bleach burnt the scalp’. It’s not the bleach’s fault. The hairdresser didn’t do a patch test prior
to application because if she did, she may have realised the client was highly sensitive to bleach. ‘The bleach swelled out of the foil packet and burnt the scalp’. That’s not the bleach’s fault either. It may have just been reacting to materials pre-existing in the hair. It’s the hairdresser’s fault for not noticing the foils heating up or swelling and taking action.
ARE YOU SEEING THE PATTERN ABOVE? In case you’re still sceptical about the word ‘bleach’, the pattern in each of the above scenarios is that what can damage your hair beyond repair is HUMAN ERROR! YOU overlap the hair. YOU leave the bleach on for too long YOU use an incorrect peroxide strength. I could go on and on, but the bottom line is that as hairdressers, it is our job to make sure that we are educated and skilful enough to do our job correctly. Do not rely on a plex, do not rely on your client to use the products religiously at home. Rely on your judgement and consultation to make a professional and educated opinion as to whether your applying bleach to the hair will damage it beyond repair. Rely on your skills to know you can apply that bleach correctly. If you think applying bleach to the hair will damage the hair, tell the client ‘No’. If you don’t think you have the skills to apply the bleach accurately, leave it to a more experienced colourist (and invest in some great education).
EDUCATION IN THE DIGITAL AGE By Anthony Gray
The modern apprentice Hairdresser has access to a volume of hairdressing content and education that is beyond the comprehension of apprentices less than a generation ago. The approach to the use of digital content outlined by Brisbane’s industry icon BACH Hair in the February issue of Hair Biz raises the question of how to best access, filter and use this content to enhance your education and avoid the pitfalls associated with disappearing down the neverending rabbit hole that is the internet. In BACH’s experience, the greatest benefit of platforms such as youtube and Instagram comes from watching and absorbing online education only once the apprentice has progressed and has the skills to that point. While this makes a whole lot of sense from a business perspective, we have spoken to a wide range of apprentices and hairdressers to understand what works best for them. The recurring theme is that the approach taken by each apprentice is quite individual. In the case of two of BACH Hair’s apprentices, how they supplement their in-salon and formal education mirrors the company’s approach but with a personal twist. Shanai Brinkworth is a first-year apprentice and looks to Instagram for inspiration. At this stage, major transformations are where it is at for Shanai but she does not actively seek these out. It is a case of connecting with this work if and when it comes up in her feed. Shanai enjoys the inspirational nature of this type of content but from an educational perspective she feels that is not something that she is seeking out until she gets to the point where she is actively colouring in the salon. Qualified in December 2019, Julie Nolan loves to watch Instagram live videos for colour techniques and sectioning patterns. Julie is now at a point where she helps manage the salon Instagram account. Throughout her apprenticeship, Julie felt like she learnt more from Instagram than anywhere else. Youtube is not something she has developed an interest in. Julie feels that youtube is her place for makeup tutorials but not so much for connecting to hairdressing education. For others, digital education is a great supplement in areas where they need more exposure. Rebecca Miranda is a 3rd apprentice from Black Flamingo. Rebecca watches youtube for barbering and
upstyling. These are areas that Rebecca feels she has more to learn and wants to soak up as much as she can. For Abby Donaldson, a full-time student at MIG, Balayage techniques, particularly from a US based stylist is the area of focus. Instagram is the place where Abby accesses the latest in Balayage. For a college or salon educator working in the digital age, it is all about embracing the technology to deliver the tailored and flexible experience that each of those emerging stylists we have spoken to have outlined. As a college we have moved to blur the lines between the content accessed on the digital hubs of Instagram and youtube and the training we provide to deliver the trade certificates in Hairdressing and Barbering. Similar to most of the learners we have spoken to about how and what they access to learn, Georgia Elliott from Urbane Hair & Beauty is a visual learner. Georgia is very hands-on. As with all of the apprentices and students we have spoken to, Georgia finds it much easier to watch and then to do instead of passively listening. Georgia finds the challenge with digital education is that it is not right there in front of her so she can’t physically engage and get hands-on with the skills demonstrated. To this end our college approach has a number of layers. The apprentices and students we train are asked to watch the technical videos we have created on our youtube channel as well as
engaging with other similar online content. Our education spaces are designed with big screens so this content can be part of the practical learning environment. Once our visual and auditory learners like Georgia are engaged in this way, we quickly move to demonstrate the techniques they have just watched. The natural progression from here is to get in and have a go. As a college we have had great success with the hands-on training for those students who have been part of this approach. The beauty of this blended process for developing skills is that it allows the apprentices and students to take control of the learning in line with how they use the world of online learning. Students looking to be prepared can watch the content before attending training or alternatively revisit the online materials after attending in order to refresh and consolidate the learning. Additionally, it allows those with a passion for a particular area of hairdressing to gain greater exposure. In Georgia’s case the ability to access upstyling content has allowed her to move her skills forward and practice skills in an area where her exposure in the salon has been limited to date. Another upshot of embracing digital content is the capacity for salons to access resources and teaching methods that can be used to reinforce the training provided at college as well as sharing these methods with the whole salon team. At MIG this has allowed us to create our Craft training program. The Craft provides digital content to the salons demystifying the training methods used at college. When combined with hands-on workshops for salon owners and mentors, the result is a college salon training relationship that is consistent and focused. While the world of online hairdressing education is limitless and can be allconsuming, the clear message from those in training and the salons they work for is that a blended approach to education is key. Accessing online resources that are combined with hands-on demonstration and practice is what quality education looks like in the digital age. Hair Biz Year 14 Issue 2
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WHY YOU NEED A MARKETING PLAN THIS YEAR IT’S MUCH SIMPLER THAN YOU THINK By Sarah Garner
As a small business owner, you probably went into business for the love of what you do, not to thrive on developing a marketing plan to fund your passion. A marketing plan does not have to be as complex as I bet you’re fearing right now reading this! So, let’s remove the word ‘marketing’ and just call it a plan - this plan is important to the success of your business both now and well into the future. It will allow you to break down those huge goals into small, actionable steps and bit by bit over the following 12 months, your plan really will be worth all the preparation and love it deserved from the beginning. Here are eight reasons why having a well thought-out plan will help you hit your goals in the next 12 months.
1. SET MEASUREABLE, ACHIEVABLE GOALS
Don’t wait for next year to roll around to achieve those goals you set for yourself. When you break down your goals into smaller, achievable tasks, they become much easier to hit and gets your marketing to work for you instead of against. Without a plan in place, it’s easy for you to think that you have the important steps in place but in reality you may not even be scraping the surface. Whatever it is that you are chasing, whether it’s being an industry leader, becoming the go-to brand in your local community, or the business everyone wants to work for, your business needs to be able to finance them and 88
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your plan is the key to making that happen.
2. ENCOURAGE STRATEGIC THINKING
A plan will force you to consider your customers, the products and services you offer and what you as a brand bring to the table. Your brand is the vehicle that drives relationships with your audience, and when you make decisions in your business, they must be made by putting your customers’ needs and wants first. Think about WHO you are speaking to. Yes, we’re talkin’ your ideal audience because at the end of the day if you’re giving off all the vibes and the RIGHT people aren’t picking up what you’re putting down, your brand doesn’t stand a chance - and we all know there’s no point putting in all the effort to see minimal to no dollars walkin’ through that door! Your brand must create an emotional connection with your customers. Knowing who they are and what aspirations, challenges and needs they have can help you create a brand that will easily connect with your market, grab their attention and create a positive perception of your business in their minds. Once you know who your ideal customers are and exactly what they want from you, research your competitors to see what they’re doing and how they’re doing it and then develop unique strategies to set yourself apart from everyone else! You need to become the go-to brand for that particular need for those customers. When you think about it, determining the problems your ideal clients have can sometimes
be so obvious that they smack you in the face and other times they can be tricky to identify. What do they really want that they find difficult to get and how can you help them achieve it?
3. GET YOUR MESSAGING CLEAR
If you know your ideal audience really, really well, it allows you to create killer content that resonates with them 110%. You can put together a special package or promotion that meets the needs of this target audience, then use your messaging to educate them on WHY they need it and WHAT it’s going to do for them. Now, you’re far more likely to convert the sale because your messaging resonates with what they want to achieve or the problem they want to solve. Make sure you spread your message on an array of platforms as well. Print marketing is NOT dead, it’s becoming a rarity, so jump back on the bandwagon to stand out and cover all bases. Get your messaging right, your look on point and speak in VOLUMES to your ideal audience.
4. HELPS YOU PRIORITISE AND MANAGE YOUR TIME
Yes, we may all have the same 24 hours in each day, yet only so many of those hours can be assigned to marketing tasks. You either prioritise the high value activities first up and ‘batch’ your time or you work on what you think is important in the moment. With a structured plan, your To-Do list is aligned with the most important priorities that will help you reach your goals faster.
5. BRINGS YOUR TEAM TOGETHER
Get your team on board with your brand strategy and involve them in your vision and process of bringing your vision to life. Making your team part of the success story in achieving your business goals is highly rewarding for them too, making them feel part of something wonderful. Someday, they can look back on this time in their career and say; “Hey, I was part of that…”
6. LAYS FOUNDATIONS FOR A HEALTHY BUDGET
When you work to a plan, you can budget for upcoming expenses, removing the element of ‘surprise’ bills. If managed well, the money is already in your account to cover your planned activities. It also stops you blowing precious funds on ‘bright, shiny objects’ and impulse spends rather than keeping for important business building activities.
7. PROACTIVE INSTEAD OF REACTIVE DECISION MAKING
Having a plan allows for proactive problem solving because you know where you’re going and have actionable steps to get you there. Sure, business has unexpected surprises on an almost daily basis, but a good plan allows you to be less reactive and more strategic, rather than operating purely in survival mode.
8. INTEGRATED MARKETING AND SERVICE SYSTEMS
When you get really clear on your ideal customers and their needs, creating social media content, marketing messages and special offers and promotions becomes much easier. You know who they are, you know what they want and now your job is to ensure you deliver it consistently, better than anyone else! We all know that business brings daily challenges and as a result, small business owners can often be highly sporadic and inconsistent in their marketing approach, however the real benefits are found when we change our mindset from reactive to more planned, strategic and goal-orientated, keeping us on track. Invest some time now to create your plan for growth across all areas of your business, whether that is revenue, brand recognition, team culture or something quite specific like a particular KPI, and use your marketing strategy to help you achieve those goals.
Sarah Garner is the Founder and Creative Director at Digital Bloom, an industry-specific branding boutique dedicated to making your hair, beauty or wellness brand turn heads for all the right reasons. Contact Sarah at hello@ digitalbloom.com.au or on 0425 795 636.
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CREATING RAVING FANS By Louise May
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Have you ever heard the saying, “If you try and please everyone, you’ll end up pleasing noone”? The same goes in business. We all want to make our clients happy, but you know there is always one client, where it doesn’t matter how hard you try, nothing will ever please them? They aren’t your ideal client. Yet, there are some clients you could sneeze on and they would probably thank you for it, they just love you so much! They are your ideal client. “Everyone is my target audience” - this is probably the most common line used among business owners. You may have a product or service that everyone needs, but that doesn’t mean that everyone needs it from you. So no, not everyone is your target audience. You want to focus on attracting more of the clients you LOVE and who love you in return. How do you do that? It’s all in your marketing and branding. I really want you to think about that client that you could sneeze on.. • What is it about them that you absolutely love? • What services do they come in for? • What do they do in their spare time, what work do they do? • What is their home life like? Are they married with kids etc etc.
within the workplace. If you find that your team members have different strengths and ideas of their ideal client, that’s ok too, you can work with that. Find a balance between your ideal clients, something that they all might have in common and use that to focus on. Creating magic in your business and appealing to the people who are going to be loyal and devoted to you doesn’t have to be difficult. Initially some work may have to go into attracting the right clients, but once you know exactly who you are trying to appeal to, it will become second nature for you. Getting this aspect of your business right is what’s going to set you apart from all of the others in your industry. So what is good customer service to you? - fast service, cheapest price. - the way you answer the phone or greet your client at the door. While yes, these are elements of customer service - this is not what’s going to wow your client, because ……shock horror….. every business answers the phone and greets you when you walk in the door!
Now take a look at your business; do you think your businesses personality appeals to that client that you love? (It probably does, and that’s why they come to you!)
What are you doing in salon that is making your clients walk away thinking ‘WOW did that really just happen? That was amazing! I need to tell everyone about that…’
Have a look at what you’re putting out in the world and who it’s speaking to. When you are posting things on your social media pages, are you imagining that your favourite client is going to see it and like it?
People say they want the cheapest price or they want to be in and out - but what they really really want is to feel like they are valued, appreciated and respected. Not just another number. Now they say they want the cheapest price - but people will pay more to feel these positive feelings over paying less to be another number that’s in and out with no love at all.
It’s so important to attract the clients that you love and that love you in return, because that’s how you create Raving Fans, Repeat Business, Amazing Testimonials & Referrals. Who wouldn’t want that for their business? Knowing who you want to attract into your business, and talking specifically to them in your marketing, advertising and general social media posts, will help you grow your business and make your place of work a more enjoyable one. Talk to your staff too. Find out the kind of people and clients they like to see and work with. Do their wants, needs and desires align with yours? If you are all working toward a common goal it will improve your relationships
If you really want raving fans - price and speed are not going to be the defining elements of your business that get you there. There is a word that I really want you to think about when you think about how you can provide outstanding customer service and create raving fans: DELIGHT. What can you do to DELIGHT your clients? Here are some ideas of things that you could implement into your business that doesn’t have to cost a lot of money, or time but will make a world of difference to the way your client feels when they leave your salon.
• A Blowdry in their birthday month. Vouchers are dead. So many businesses give away a birthday gift voucher, but they are thoughtless and unappreciated. Take a look at what your client gets regularly and give them that service complimentary when they come in for an appointment around their birthday. This isn’t something you have to advertise either, just quietly mention to them when their birthday is coming up that you would to do that for them “we can do it today for you, or we can reserve a time for you to come in when it’s closer to your birthday so it’s fresh for you” • A hand massage when they are getting another service done, or Collagen eye mask whilst they are at the basin or maybe a gorgeous signature scalp massage that is unique to your salon. • A beautifully presented refreshment tray, with either a nice glass of wine or bubbles and something savoury to nibble on such as pretzels or a really good coffee and a nice little sweet treat, and a napkin. Each ‘touch point’ of the client journey whilst they are in the salon, should really have a little WOW factor.. from the moment they first make contact with you, to walking through the front door, to being seated, whilst they are at the basin etc. Each of these are touch points in the client journey process. These are just some small suggestions that would make an outstanding difference in the way your clients feel about you and talk about you to their friends and family. You want to be that business that people pay a little bit more to come to and drive a little bit further to come to for their appointment and talk about you to their friends & family. Exceed expectations. Clients want to feel cared about, they want to feel valued. There is an old saying.. ‘People won’t remember what you said or did, they will remember how you made them feel.’ What are you going to implement into your business to start generating raving fans? Louise May delivers results-driven business mentoring and education for Hair & Beauty Salon Owners. Contact Louise at www.theeducatedowner.com
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LET’S TALK DIRECT MESSAGES ON INSTAGRAM (DMS) By Nicole Healy
Direct Messages can be a powerful way for potential customers to contact you to enquire, ask for more information about a service or book an appointment at your salon. Yet, this can get overwhelming at times, even resulting in some salons writing “NO DM’S” in their bio! (*insert sad face* ) Imagine being a consumer and being told you weren’t allowed to message a business about spending money with them. It would feel sad, right? Or walking into a salon and being told that you couldn’t speak to anyone about your hair because they’re too busy to chat. These customers will 100% spend with someone else, which is not ideal for a business in 2020. Sometimes customers don’t have time to contact you during your regular business hours via phone and may be hesitant to text you late at night. They may also work similar hours to you, including late nights and weekends or in today’s busy world, they make even live or travel overseas for work and need to book with you on their return. For some, sending you a DM is their best form of contact, which I love, but I do understand that it’s time consuming replying to them all, just like listening to voicemail at the salon on a Monday/Tuesday morning before you start your clients. It’s just another form of admin in modern business life and needs time allocated to complete the task. However, I do have a solution for you!! Instagram gives you the option of turning on Quick Replies! YEP! #timesaver If you go into your Instagram Setting, head into business, you will see this option. #lifechanger This will give you the option of writing a professional response for these clients and taking 5 seconds to do the job, rather than going back and forth replying 100 times to get them to book! In the Instagram Settings area, it allows you to write a ‘Keyword’ and this will bring up your Quick Reply. My normal key word as ‘BOOKING’, and that’s all I have to write when I reply to new customers if they’re messaging me for a booking. I write something along the lines of: “Thank you so much for your enquiry. If you would like to book in with me or find out more information about my classes, please email me or head to my website www. melbournehairblogger.com.au/education. Kindest Regards, Nicole”
Instead of writing the same response to every client, I have this saved as my standard 92
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reply which is sent when I enter my keyword, ‘Booking’.
determine their hair situation and even see the quality of their hair via the face to face call.
You can even have multiple keywords and reply messages for particular enquiries. Unlike Facebook where you can have automated messages, Instagram still makes you type in a keyword to bring up a message relative to your enquiry.
Many salons are hesitant to quote via DM, so this is a chance for you to give an estimated cost or an expected price range to a potential customer on the call which can then be confirmed prior to starting the service, once you’ve sighted the hair.
You’ll save lots of time by using this simple tip!
I am all about showing salon owners just like you, how to find the marketing opportunities in your business, and helping you make more money. Rather than make the mistake of missing out on this potential business, let’s find the ways around the problem and, if you still find all of this social media overwhelming, hire help!
You can also use the DM feature as an online Voice Mail Box! #lifechanging Instagram allows people to send Voice Messages back to customers to make your conversations personalised and start to create an online relationship with customers. You can also do Video Calls, which is a GREAT chance for clients who cannot make it in for a consultation in person as they may live far away, allowing you to do a face to face consult as a best case scenario, instead of not doing a consult at all and perhaps missing out on that customer booking in with you, which is not ideal. Just book this in like a normal consultation appointment in your schedule, however instead of sitting with the client in person, you’ll be doing it online. How great is technology for our industry?! We have all had clients who, for one reason or another, do not show up or make a service appointment because you request a consultation before booking, so this allows you to talk to the potential customer face-to-face,
Don’t be scared to outsource this function of your business to make your workload lighter and less stressful! There are many good Receptionists, Virtual Assistants and Personal Assistants available to allow you to invest money back into your business so that you can make your life easier – and spend time doing the things you love doing. If you would like more information on how to grow your salon using Instagram, I would love for you to attend my upcoming classes in 2020. March 22nd Melbourne and 29th Sydney – “Your Vibe Attracts…. Colour Lovers & Instagram Clients”, my collab class with Kristina Russell @kristinarussell, or you can book a private oneon-one session at your Salon or online with me. www.melbournehairblogger.com.au/education melbournehairblogger@gmail.com
5 THINGS I WISH I’D KNOWN AS A NEWBIE SALON OWNER By Jodie Rasmus
I recently sold my hair salon and am reflecting on my 32-year journey as a business owner. I’ve ridden the rollercoaster of trends coming and going, staff learning and developing their skills to fulfil their personal dreams, and clients changing. Making the decision to sell my business and focus on passing on my knowledge as a salon coach has got me thinking about what I learned over the years, the strategies I developed and the skills I can share with a new excited owner. As a fresh 19-year-old newbie salon owner, I would have loved to pick the brains of an experienced business owner to help me on my way. If only I knew then what I know now! So, in the interests of helping other salon owners (newbies or not), here are the five things I wish I’d known when I started out as a salon owner.
1. A KILLER TEAM NEEDS KILLER LEADERSHIP.
I started out a mild and meek apprentice and was quickly thrown into the deep end when I became part owner of a salon. Leadership didn’t come naturally to me, but I quickly discovered that it’s a skill that can be taught, practised and continuously developed. It took me years to become a strong leader through years of self education and thoughtful guidance from mentors. Starting this development earlier rather than waiting to learn every lesson by the mistakes you make, will build a robust foundation for everything else in your salon. Good leaders engage their team and take them on the journey with them. The sooner you start that journey together, the sooner the business magic happens.
2. DINOSAURS ARE NOT AROUND FOR A REASON.
When I’m asked how I sustained a successful business that stood the test of time, the answer is clear – if you don’t adapt and evolve, you fail. In that way, the world of business is just like the world of nature. And our world is moving faster than ever. Trends evolve. Technology changes. Techniques adapt. Team members change. So do your clients. What’s right for today may not be right for tomorrow. By embracing the change and keeping up to date, you stay relevant to your clients and to your industry. As I got more experienced, I focused on educating myself by attending workshops, following my favourite hair and beauty socials and joining in on industry events. It was fun and it kept me relevant and stimulated, which in turn, kept my clients and my team interested and engaged. Instead of a dinosaur salon on a path to extinction, I was running an ever-adapting, ready-for-thefuture business.
3. FIND A BUSINESS HAT … AND WEAR IT.
Going from employee to salon owner is a huge step. Overnight, I had to switch hats – from free spirited, creative individual to practical, sensible small business owner with big responsibilities: profit, sustainability, breaking-even, pricing and building a team. I wish I’d had a cool head for business and an instant understanding of ALL these things. My advice is to seek learning early. Educate yourself however you can. Seminars, books, industry peers and a good reliable accountant are great resources. If you don’t have a business head (or hat), you won’t last long as a salon owner. Just being good at your trade won’t carry you through. To get in control and enjoy long-term success, you need to slap on a business hat (and your big girl pants) every single day.
4. KNOW AND GROW YOUR AVERAGE DOLLAR SALE.
One key business number can tell you more about what’s happening in your salon than any other metric. Your average dollar sale is critical to the profitability of your salon. Understanding the why, and the how of improving your average dollar sale is paramount if you want to boost your bottom line. And who doesn’t want that? Work with your team to identify focus areas. Recommending services, educating your clients on products and developing your retail are all effective ways of increasing revenue without expanding your client base. When you truly understand this metric, you’ll be forever finding new and innovative ways to improve it.
5. CLIENTS BELONG TO YOUR SALON (NOT YOUR TEAM MEMBERS).
Over 32 years I employed many, many people. When I sold my salon, there were only five team members left. People leave. They have babies. Some move away. Quite a few left and went into competition with me. It happens – people moving on is a natural part of business and life. The thing that eventually made rolling with the changes easier for me was instilling a culture that our clients belonged to the salon, not to the
individual team member. Sure, most clients prefer to be looked after by a particular team member. But there are many ways to make sure clients have a sense of the wider team sharing in looking after them. By clearly and consistently communicating this expectation and setting up my salon practices to reinforce that concept, I became more confident that team members wouldn’t take a chunk of our client base with them as they walked out the door. When you own a salon, you learn lessons every single day. Some are obvious, slap-in-the-face realisations while others are more subtle, slowburn learnings. But every lesson is a magic ingredient in creating a successful, sustainable business. Sometimes it helps to have someone look at your business and remind you, teach you, or just pull you back into line and refocus your efforts. I was lucky to have a handful of great mentors along the way – I certainly have them to thank for many successful years in business. Over your salon-owner journey, I wish you lightbulb moments that come often and (mostly) early, and may they never stop coming because, to achieve the success you deserve, you need to never stop working ON your business. Jodie is a salon coach at The ZING Project. To get in contact with Jodie reach out at jodie@ zingcoach.com.au or join our private Facebook group: ‘ZING inspired salon collective’.
THE NUMBER ONE CHALLENGE WE FACE By Sommer Louise
The number one challenge that I see all business owners encounter, more than financial distress, more than staff issues, even more than no-shows, is themselves. Scott Oldford is a business coach in the USA who charges no less than $350KUSD for a 12-month mentorship. One of my close connections pays over $500KAUD for his expertise and is now turning over almost $2M per year and growing. What does he teach? Of course, he teaches business structure, strategy and methodology but he openly admits what he truly teaches is how to establish the mindset of a successful business owner, regardless of your industry. Who you choose to ‘be’ in your business is the most powerful decision you will ever make. Look around you… Who is where you want to be and what are they doing that you’re not? I don’t just mean in an ‘action’ and ‘systems’ sense, I mean as a presence. What do they command? What boundaries have they set that don’t even need to be spoken of? What standard do you feel they uphold? Every client I have ever mentored always knows what they are ‘not’ doing that they need to do. Often they do need to manage their finances better. They do need to set boundaries and put quality systems in place for staff management and they absolutely need to market their business. I know you also know this...so I ask, who are you being and what presence are you bringing to the table when creating this? In my experience, there are two types of business owners...victims and achievers and each type has a particular, measurable mindset. The difference between the two is that a victim has a ‘fixed’ mindset and achievers have a ‘growth’ mindset. A growth mindset is essential for success...not just in business...but in relationships, health and life in general. Carol Dwerk studies human motivation. She is the author of the bestselling book, ‘Mindset - The New Psychology of Success’. 94
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She gives countless examples of studies conducted on all ages from 4-year-old children to adults, to determine the behaviours and outcomes of a fixed and growth mindset. What she discovered is the power of our most basic beliefs. Regardless of whether you are aware of the belief or not, our beliefs “affect what we want and whether we succeed in getting it.” In one study, she placed kindergarten children in a room to complete puzzles, with each puzzle becoming increasingly difficult. The observation was that those with a fixed mindset would give up on the hard puzzle and would continue to do the one they knew they could get right, over and over again. The growth mindset children would ask for even harder puzzles even though
they could not figure out the current one. They were excited by the challenge. Growth mindset people create a powerful passion for learning. They choose to stretch themselves, especially when times are tough and would prefer to learn and fail than not learn at all. They have a knack for converting life’s setbacks into future successes. Fixed mindset people would prefer to blame others (victim) for their misfortune or challenges and avoid the opportunity to learn and grow from the experience, often giving up and claiming it’s all too hard. The one aspect I found the most compelling is that a fixed mindset believes that talent
trumps effort. A growth mindset person knows that effort often trumps talent and some of the greatest business success stories are of those who were diagnosed dyslexic, intellectually inept or barely educated yet went on to create billion-dollar companies. Here are some great examples of well-known leaders with a growth mindset: • “Anyone who has never made a mistake has never tried anything new.” -- Albert Einstein • “Life isn’t about finding yourself. Life is about creating yourself.” -- George Bernard Shaw • “It’s kind of fun to do the impossible.” -Walt Disney • “My dad encouraged us to fail. Growing up, he would ask us what we failed at that week. If we didn’t have something, he would be disappointed. It changed my mindset at an early age that failure is not the outcome, failure is not trying. Don’t be afraid to fail.” -- Sara Blakely (Spanx - American billionaire) The modern world brings forth new challenges every day. More competition, more technology, more to learn, more to do. A growth mindset will see this as opportunity. They will challenge themselves to stay at the cutting edge. This doesn’t necessarily mean you need to invest more money into equipment and material items...a growth mindset channels creativity. Perhaps it’s in customer service, team building, systems or personal development...expand your thinking by embracing a ‘how can I?’ approach rather than an ‘I can’t’ approach. So how do you determine if you or your staff are in a fixed or growth mindset? Here are some clear examples of each: • Fixed: you hide your flaws so you’re not judged
• Growth: your flaws are on the to-do list of things to improve • Fixed: you stick with what you know to keep your confidence high • Growth: you keep your confidence high by continuing to learn • Fixed: failure defines you • Growth: failure is temporary It is true that we can swing between fixed and growth mindset at any given time, particularly when times are tough or a challenge is considerably difficult. The difference is, a growth mindset will process the situation, potentially through the lens of a ‘fixed’ mindset initially...but will inevitably end up back in growth. The first step for you now is to decide who you are being. Are you in growth or fixed mindset? Here are the steps: 1. Pinpoint the weak spots in your business 2. Run through your beliefs about the issue 3. Identify if you are focusing on it through the lens of a fixed or growth mindset 4. If you are in a fixed mindset - brainstorm new ways to think about this issue that stimulates a ‘how can I…’ conversation and invites creative solutions Some people are just naturally growth mindset people. Many of us are not. Particularly if we grew up in a fixed mindset environment. The good news is, you can change it! The brain is neuroplastic meaning it can rewire itself according to the thoughts you have and decisions you make.
Your behaviour and attitude can be improved, it is a natural outcome of changing the way you think. If you think it’s too hard to apply this right now...just start with something simple and ask yourself, “Is this thought moving me closer to or further away from my desired destination?” If the answer is away from, it’s time to change it. The beauty of this concept is you can apply it to any area of your life. • Apply it to your business to find creative solutions to keep you at the cutting edge with long term loyal customers and staff. • Apply it to your relationships to connect deeper and overcome obstacles without blame and drama. • Apply it to your health to increase motivation so you take action more consistently. • Apply it to your finances to identify lack mentality so you can spot opportunity when it arises and empower yourself make better decisions with your money. Growth vs fixed mindset is a simple concept, but the effect and flow-on effect is powerful. Changing this one simple aspect of your business has the power to reveal solutions in areas you previously thought there were none. Sommer Louise, The Mindset Mentor, partners with ambitious entrepreneurs & business owners to crack the code of courageous consistency, unstoppable momentum & amplified action so you can live an abundant, energised, purpose driven life. Connect with her via instagram.com/sommerlouiseb and facebook.com/sommerlouiseb www.sommerlouside.com
Your beliefs can be changed, especially once you are aware of them. Hair Biz Year 14 Issue 2
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TIERED PRICING – WHAT, WHEN, HOW AND WHY? By Caitlyn Menzel
Anyone who follows me knows that my favourite thing to do as a coach and mentor is to help salon owners step off the floor of their business, and step into being a “boss”. The most common thing I hear when my coaching clients are transitioning away from huge hours on the floor, to pulling back and allowing themselves ‘me time’ plus dedicated time to work ‘on’ their business, is that they stumble across some roadblocks. 1. Their clients are obsessed with them and won’t see anyone else. 2. Retaliation from staff, clients, or their family, and from that, a bit of guilt about taking time out and not being married to their salon. 3. Their salon falls apart in their absence, things go wrong, nobody takes responsibility and just gets stuff done! There are a few ways to overcome those points, and lots of things to put in place before you can step out of your salon completely (which you can read about in my books at www. caitlynmenzel.com) but, today I want to talk 96
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to you about tiering your service prices, and why it’s ground breaking for so many issues we face when making changes in your business (and how implementing this new structure will conquer a lot of the abovementioned issues!) I know from firsthand experience both personally and through my coaching clients that it’s not abnormal for you to be seeing clients for fifty plus hours per week, plus tenish or more hours spent on the back-end ‘boss’ stuff; general management, quality control, marketing, planning, social media etc. …and while you can delegate a lot of those tasks, it’s vital to keep your finger on the pulse in your business and there is still a hell of a lot that only the owner can do. I don’t believe that every salon owner needs to come off the floor completely, but I do believe that every salon owner needs to be wrapped in a bubble giving 100% to their clients when they are on the floor, the same as you expect your staff to, and 100% focus on their business tasks when they are spending time on those. It’s a juggling act and it’s something we all have to learn to navigate and balance.
So, tiered prices; what for? Why is it important? When should I implement it? How do I roll it out to my clients? When I owned my salon, we had five tiers for our sixteen hairstylists: • The top dog – Director, this was me and me only. I was 50% higher priced than my basepriced Seniors. • Next – Executive Hairstylists. These were my experienced team members who were very busy, very booked and were leaders. They sat at 20% higher than the base. • Base price – my Senior Hairstylists. These talents were one-plus year out of their apprenticeship, qualified and establishing their specialty and their client base. • Below seniors came the Emerging Hairstylists. These were my youngens – usually in their third year of their apprenticeship, newly graduated, or within their first year of qualification, still needing a little bit of guidance and supervision. These guys were 20% below the base-priced Seniors. • And the freshies – New Talents. These were my assistant level staff, 1st and 2nd year
apprentices who were in the early stages of training and still building confidence on the floor. They were half the price of our Seniors. Before you read on, I will add, that while there isn’t a ‘hierarchy’ in a business and we had a solid team vibe and culture, we knew that every employee was integral to the success of our salon, and charging less for an Emerging compared to a Senior, does not in any way mean they’re less important. If you have a smaller salon of four, like in my barbershop, clearly you aren’t going to have five tiers. If you have a large salon of twenty, you may have ten tiers, but the number one key to tiered pricing is that the owner out-prices the team. Why? Asserting yourself with pricing doesn’t necessarily mean you’re the most experienced person on your team, nor that you’re the best or better than your team, what it says is “I am the owner, and my time is more expensive than my team” …because it is. When I was on the floor four years ago, I wasn’t the strongest cutter on my team by a long shot, I also had less experience and qualifications than some of my staff, but my time is better spent doing the things that only I can do, and my time is expensive because I am the most valuable person in my salons, and there is stuff that only I can do. Do you ever visit a lawyer and pay the same for the Director as you do for a Senior Lawyer? No. Because the Director’s time is more valuable than the employee. My Apprentice Barber is a core part of the daily running of my barbershop, but should he be charging the same $48 for a haircut as my Manager? No way José.
clients like students (not all budget-conscious people are bad!) and also attract more of a higher-budget clientele.
Why should I tier my salon prices?
But in a nutshell, for a client to pull you away from your business, and onto the floor to service them, that comes at a cost.
There are so many positives for this… Why I, and many of my clients introduce tiered pricing, is because we wanted to lighten the workload in terms of servicing clients. While you’re on the floor, you want to be maximising your earnings, this then covers you for your time not physically generating income. Another reason to do it is because some of your clients will stop seeing you and move down to the more affordable options, thus busying up your junior staff. (It’s funny how when you really value yourself and price your services accordingly, some of your long-term clients who ‘don’t wanna see anyone else’, suddenly do *wink face*) What you also might find, is that by bumping up the price on your experienced hairstylists and dropping down the price of juniors, you broaden your appeal to different demographics of clients, that is your more budget-conscious
How do I roll it out? The best way into this is to just set a date and stick to it! Design your pricing structure, contact your clients and let them know that as of the date you have nominated, you will be charging them more. In this conversation, if they don’t seem completely on board, don’t apologise and don’t backpedal, I would instead recommend a more affordable stylist or treatment, or segue them into a membership. What if my staff or clients don’t like it? A big fat failure is apologising for something you don’t have to be sorry for. Implementing tiered pricing is about progressing and moving forward, not feeling bad and being held back. Remember that!
If you cop a bit of backlash (which rarely happens if you go about this the right way) always think about the bigger picture and remind yourself of your end goal… by charging more you will be able to work less hours for the same or more money, and by doing this you are growing your business by placing a stronger focus on the inside of your business, and allowing a better work/life balance for yourself. A huge problem in our industry is that hairstylists and owners don’t assert themselves or value their skill the same as other professions, and they back down as soon as they get a client ask a question that is conflictual, which is why a big percentage of salons don’t make enough money and … don’t be a contributor to the problem, be a part of the change in improving the hair and beauty world. This whole process isn’t necessarily about making stacks of cash, it could be about delegating a portion of your clients to your talented teammates or tiering your prices could even mean you get to exchange some of your floor hours for an afternoon off with your family. Like anything, whatever your ‘why’ is, tiering your prices is a sure fire way to help you on your way. Hair Biz Year 14 Issue 2
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SALON SALES
AIBB
A WINNER
2019
www.salonsales.net.au | 1300 366 521
Benchmark Salon Sales are the only salon dedicated business brokers in Australia with outstanding brokers in each state delivering over 500+ sales for clients around the country. Throughout 2020 hair Biz will be featuring articles from a number of the specialised business o get you salon sale ready!
BUY OR SELLING SALONS - HERE’S HOW YOU LEARN THE LINGO By Iain Horne, Benchmark
THIS MONTH, IAN HORNE LOOKS AT UNDERSTANDING THE BASICS OF BUYING AND SELLING A SALON
figure including superannuation and divide by the total sales then multiply by 100. E.g. $45,000 wages ÷ $120,000 total sales x 100 = 37.5%.
Reading an advertisement for a salon for sale can be a very confusing exercise. We have put together a list of all the common phrases and abbreviations, so you know what you are looking at. Although these terms can be interpreted differently across other industries, this is what they usually mean in the salon & spa business.
5. Rent per square meter (sqm) – a key area in any business is rent vs the location of the business. It is essential to have a good location but make sure you are not paying too much for it. The easiest way to benchmark rent is to break it down into a dollar value per square meter. For example, a salon in Sydney CBD Westfield Shopping Centre would come in at around $2700 per sqm. Some might say that’s expensive but that rent guarantees millions of people each year walking past your door. Most shopping centre rents are in the vicinity of $1500 per sqm. Strip Shops around $1000 per sqm and boutique (not on main road) sites can be as cheap $150 per sqm. Cheap rent and good location is the key but this is never easy to find.
1. Total Sales/Turnover/Revenue – this is the total amount of sales generated in a business and is an indicator of how big the business is. For example, if a salon has 1 staff member, the total sales for the year would be their service sales + retail sales + any other income generated like gift vouchers. The bigger the turnover, usually the bigger the profit you can get out of the business. E.g. 1 staff member did $2000 in services for the week + $300 in retail = $2300 x 52 weeks = $120,000 Total Sales approximately. 2. Cost of Goods (COGS) – this is what it costs to do the service and in our industry, it is most commonly the actual product used. A benchmark for cost of goods vs total sales is usually around 7-12% in hairdressing and a little higher in beauty. A good business will have a low cost of goods percentage. To work out a cost of goods percentage; all you need to do is take the total cost of product used in the business and divide by the total sales of the business then multiply by 100. E.g. $10,000 product ÷ $120,000 total sales x 100 = 8.3%. 3. Gross Profit (GP)/Gross Margin (GM) – this figure is a bit boring within our industry and it is the Total Sales minus the Cost Of Goods. Gross Profit varies from hair to beauty. In a barber shop where there is limited product used the GP would be very high at around 98%. In a ladies’ salon, the GP would be around 90% and in a beauty salon the GP would come in at around 85% due to these salons using more expensive products within their treatments. 4. Wage percentage – one of the most important figures you will see in business is the amount of wages spent vs the total sales of the business. In most salon enterprises it is difficult to get this down below 40% of total sales however it is a good indication of where you can improve the business. The lower the wage percentage the better. To work this out, all you need to do is take the total wages
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6. Stock at Value (SAV) – this is often tacked on to the price of a business and suggests that you will be required to purchase the salon at a certain price plus you will be required to purchase the current stock in the business as well. In most sales the stock value is capped at a certain level and when it comes to the stocktake at settlement most of the open stock items are not counted in this figure. E.g. Sale Price - $100K (K = ‘thousand’) + SAV 7. Walk In Walk Out (WIWO) – the other option when buying a business is to purchase it on a WIWO basis where all the stock is included in the sale price. This often happens if the business does not have a lot of stock (less than $5000) or the owner just wants to sweeten the deal. E.g. Sale Price - $100K WIWO. 8. Net Profit – once you have paid all your bills, hopefully at the end you’ll have a net profit. This is by far the most important figure when buying or selling a salon. Often the net profit may be small at around $15-$20K however the owner lives an extravagant lifestyle … trips to Paris each year, leases a Porsche, home office etc. This is done to lower the net profit and avoid paying too much tax. (By the way, all this can be done quite legally). When selling a salon, many of these expenses can be ‘added back’ into the net profit as the new owner may be a bit more restrained with their expenses. Always remember the bigger the net profit, the higher the sale price will be on a salon. 9. Earnings Before Income Tax (EBIT) – this very important term relates to net profit and how it is
displayed. An EBIT net profit means that the owner has taken a wage and there is still profit at the end of the day. This is often referenced to managed salons where the owner does not work in them. An EBIT profit is one the cleanest profit figures you can get and this type of profit commands the best sales price of a salon. That’s why managed salons are always in hot demand. 10. Proprietors Earnings Before Income Tax (PEBIT) – this type of profit has the owners wage added back into the net profit which means it is not as appealing as an EBIT profit. You don’t need to get too hooked up on this concept, just understand that both are a way of representing net profit. 11. Addbacks – when calculating the real net profit of a business it is a common practice to add back into the net profit certain expenses to give a true indication of the actual money you will earn out of the business. Justifiable addbacks are depreciation, one-off expenses like getting sued, interest on a loan, business coaches, leasing of motor vehicles, overseas trips, excess wages or superannuation. All of these expenses can be stopped when you buy the business, so they are justifiable addbacks and therefore money in your pocket. 12. Return on Investment (ROI) – this figure is very important as it lets you know how quickly you will get your money back on your investment. For example, if a salon had an EBIT net profit of $100K and you purchased the salon for $200K then your ROI would be 50% which means you would make your money back in 2 years. That would be pretty good. In most cases the higher the ROI the better the investment. To work out ROI all you need to do is take the net profit and divide it by the sale price of the business then multiply by 100. EG $100K ÷ $200K x 100 = 50%. Now that you understand the basics of buying and selling all you need to do hunt around for a good deal and jump on it quickly. If you’re selling; now you know what you need to do to make your business attractive to a potential buyer. Benchmark Salon Sales are the only dedicated salon business brokers in Australia with outstanding brokers in each state delivering over 500+ sales for clients around the country. For more information call Iain at Benchmark today – 1300 366 521 or check out their website at salonsales.net.au
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