Salon Magazine, October 2021

Publications Mail Agreement No. 40011270 8799 365 Evans Avenue, Suite L10, Toronto, Ont., M8Z 1K2

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Going Viral OCTOBER 2021

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#ContessaAwards

Join us for a hybrid awards gala— including live and virtual elements for a fun and immersive celebration!

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Matrix Canada’s artistic director, Rodrigo Araneda

Wella Professionals’ global ambassador Darren Ambrose of D&J Ambrose

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PAINT THE TINSELTOWN RED CELEBRATION COLLECTION • AVAILABLE OCTOBER 2021 GELCOLOR • INFINITE SHINE • NAIL LACQUER

COLOR IS THE ANSWER

October 2021 32 F E AT U R E

Social Media Showdown With more and more beauty professionals using social media to strengthen their business, we asked some of the top influencers in the industry about the benefits of Instagram vs. TikTok for hairstylists.

37 F E AT U R E

50 2021 NAHA H A IRSTYLIST OF THE YEAR, SILAS TSA NG, BLUSHE S O T TAWA

Selling on Social

From e-commerce to social media to affiliate marketing, find out how salon owners are ramping up their retail offerings throughout the pandemic—and beyond.

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“Social media isn’t just for connecting anymore—it’s the number one tool for promoting your salon business.”

I N S P I R AT I O N

Collections

Nikita Fisher; Artego Canada Artistic Design Team; Schwarzkopf Professional; Jason Miller; Silas Tsang, Salon Entrenous

54 C O N T E S S A GA L L E RY

Alain Pereque

Find out why this Montrealbased industry veteran chose to explore androgynous looks in his Canadian Hairstylist finalist collection, and how competing allows him to unleash his creativity.

— KATIE ZAHARIK, A VANCOUVER-BASED SALON OWNER AND INFLUENCER WITH ONE MILLION+ FOLLOWERS ON TIKTOK (@BOBBYHAIRSTUDIO) ON THE COVER: HAIR: NIKITA FISHER, PALMER FISHER LONDON, U.K., MAKEUP: MADDIE WRIDE AND SELENA BAKER, PHOTO: JAMIE BLANSHARD salonmagazine.ca / October 2021 7

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Editor’s Letter

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Publisher’s Note

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L E T ’ S G E T D I G I TA L

P RO F I L E

Ready for more creative content? Head to our website for the latest industry news, important Contessa updates, event recaps, expanded stories and so much more!

Find out how celebrity hairstylist Harry Josh got his start and made his mark in both the industry and on social media. Plus, his predictions for how stylists will continue to use social platforms as tools for sharing their work and growing their clientele.

SalonMagazine.ca

17 W H AT ’ S N E W

Hairlines

Read about the latest in haircare and colour, along with styling products and tools. Plus, nail launches, inspiration and fall-ready looks.

Never Giving Up

44 A R T E G O CA N A DA A RTISTIC DE SIGN TEAM: MARLO STEENMAN, T R I S T Y N F E I S T, A D E L A I RO M P H F, TON Y R ICCI

58 BUSINESS

Succeeding on Social

Getting your social start may be easier than you think! Find out how to take your game to the next level to further elevate your business, reach new audiences and more.

60 INTER IORS

Big Presence

Take a peek inside Gossimo Beauty Workshop, a new 5,000+ square-foot salon in Montreal that’s catering to the needs of today’s clients.

65 W H AT ’ S H A P P E N I N G

Events + Scoop

66 SA LON SOCI A L

52 NA H A 2021 TEA M OF THE Y E A R , SA LON ENTR ENOUS , L O N D O N , O N T.

8 salonmagazine.ca / October 2021

Social Media Suggestions

Whether you’re a social media superstar or novice, we’ve rounded up some tips and tricks to get you started on creating the feed of your dreams.

Editor’s Letter —

DISCOVER MORE– RIGHT AT YOUR FINGERTIPS

SEE STUNNING COLLECTIONS BU I L D A R E WA R DI NG CA R E E R GE T TH E L AT E S T I N DU S T RY NE WS F I N D TH E TE C H N ICA L A DV IC E YOU CR AV E

salonmagazine.ca

If you’ve tried to find me on social media and haven’t been able to, let the record show that it’s not because I don’t appreciate the various platforms. In fact, I quite enjoy scrolling Instagram and interacting with Salon followers, and I admit that TikTok has become a bit of an obsession as of late. However, when it comes to sharing photos—and my life—it’s not something I’ve felt the need or desire to take part in.

While I identify with those who prefer to maintain their privacy, I also heartily commend those who put themselves out there. In fact, I’m convinced that it’s people in the latter camp who helped make living through this pandemic far more tolerable. Let’s face it: What would we have done without the countless reels, memes, educational videos and inspirational posts produced during the lockdowns?

And let’s not forget about the fact that, for many salons, it provided a source of revenue during closures, thanks to e-commerce, affiliate marketing, brand partnerships and more. Selling on Social (pg.

37) delves into the evolution of these platforms, and how they continue to keep many businesses afloat in these unprecedented times.

As we’ve all learned in the past 18+ months, being active on social for business is now nonnegotiable. For those of you wondering about which platform is best suited for your brand, we tackle the debate of Instagram vs. TikTok in Social Media Showdown (pg. 32).

While I hope to join in on the fun myself one day, I’ll continue to watch from the sidelines for now while posting and connecting with you all via our Salon platforms, of course. Happy scrolling!

SalonMag Salon_Magazine

Veronica Boodhan Editor-in-Chief

salonmagazine SalonMagazine

10 salonmagazine.ca / October 2021 AD_salonmagazineDOTca.halfV_1-1.indd 1

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PHOTOGRAPH BY DOUG MCMILLAN, HAIR AND MAKEUP BY DIANA CARREIRO

Social Dilemma

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STRONGER. FASTER. SMARTER. BETTER. The new lightening range from Goldwell with cutting-edge technologies.

Now with the strongest lifting performance with up to 9+ levels of lift* and unlimited toning possibilities to create the perfect shade of blonde. goldwell.com

* Within the LightDimensions range.

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Salon Magazine ISSN 1197-1495, VOLUME 30, ISSUE 8 SALONMAGAZINE.CA

EDITOR-IN-CHIEF Veronica Boodhan veronica@salonmagazine.ca

Publisher’s Note —

ASSOCIATE ART DIRECTOR Stephanie MacDonald Gallant stephanie@salonmagazine.ca ASSISTANT EDITOR Sami Chazonoff sami@salonmagazine.ca SOCIAL MEDIA COORDINATOR Shanice Romelus shanice@salonmagazine.ca CONTRIBUTORS Liz Bruckner

GROUP PUBLISHER Laura Dunphy laura@salonmagazine.ca SENIOR ACCOUNT EXECUTIVE Jordan Miandro jordan@salonmagazine.ca PRODUCTION MANAGER Alan Swinton production@salonmagazine.ca

Building Connections

OFFICE MANAGER Cathy Donaghy cathy@salonmagazine.ca

Everyone seems to have a love/hate relationship with social media. I understand it can be daunting, since for many it’s a bit outside our comfort zones. But from personal experience, it’s delving into these platforms that enables me to truly understand them.

The reality is, social media is having a significant impact on society and businesses, and it’s not going away. Many beauty pros have embraced it with verve and are having a blast. It’s a tool/platform to drive business and we’ve seen it become a lifesaver during the pandemic’s salon shutdowns, helping hairstylists and beauty pros stay connected with each other, their clients and to education. People of all ages are active on these platforms, but let’s face it: It’s where the younger generations are hanging out. Attracting this desirable market to maintain your client base—and using it to look for new skilled and trend-savvy employees—is critical to the success of your business.

And while I completely understand the frustration that arises when you think you’ve finally figured a platform out and a new one pops up—think TikTok or affiliate marketing programs–don’t lose hope. That’s why we’re here and we’ll always prioritize keeping you informed as you walk this road of discovery.

Speaking of being informed, if you haven’t heard, the Contessas will be a hybrid show this year, combining live and virtual (pre-recorded) elements. With COVID-19 cases growing in Ontario and across Canada, our foremost concern is keeping our guests safe. Last’s year virtual event was a huge success and we promise to do it even better this time around! We have an amazing show lined up with Wella’s creative mastermind, U.K.-based Darren Ambrose of D&J Ambrose, who’s back by popular demand. Plus, Matrix’s Canadian artistic team, led by award-winning artistic director, Rodrigo Araneda, will be part of the festivities! We also have some special surprise guests lined up, so, get ready to pull out your best glitter and create your own “watch party!” It’s time to celebrate the best of the best in Canada’s professional beauty biz, and we can’t wait to “see” you there!

CHIEF EXECUTIVE OFFICER Tom Arkell tom@salonmagazine.ca

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The Latest Scoop Sign up for our newsletter and be the first to know all the industry news while staying up to date on all our latest announcements!

Breast Cancer Awareness In honour of Breast Cancer Awareness month, we’ve rounded up the latest launches that help support this worthy cause.

14 salonmagazine.ca / October 2021

Manicure Musts We have how-to details on achieving the latest must-have manis! Take a look to see which styles will best suit your clients.

Celebrity Hair Do you want to know how celebrity hairstylists achieve the hottest looks for their star-studded clientele?

Check out our website for step-by step details on how you can recreate red carpet looks that wow!

PHOTOS: HAIR: HOT SHOTS TEAM 2019: ELLE SCHOEMAKER, NICOLE LAMERS, JACK HORTON, ZOE WILDE, CREATIVE DIRECTOR: JAYNE WILDE, MAKEUP: KENNETH HIGGINS, WARDROBE STYLING: POPPY KEY, PHOTOS: ANDREW O’TOOLE, NEWSLETTER BY PABLO ROZENBERG FROM THE NOUN PROJECT, CREATIVE MEDIA MARKETING, RIBBON BY IRONSV FROM THE NOUN PROJECT, MATT BARON/SHUTTERSTOCK

Contessa Fever!

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Looking to get creative?

Our collection archive has hundreds of inspiring hair photos from all over the world. Get ready to use this amazing resource for inspiration!

In case you haven’t already heard, the Contessa Awards will be hosting a hybrid event on Sunday, November 7, 2021, featuring a combination of live and virtual (prerecorded) elements. Stay tuned for updates, finalist announcements and more!

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5 NEW SHADES TO BRING CREATIVITY TO LOWER LEVELS The NEW @Guy_Tang Midnight Collection consists of demi-permanent and permanent shades that deposit

unique rich, ruby and fuchsia reflections onto the hair. @Guy_Tang applied what he is famous for, unique preblended shades, to lower-level tones allowing the stylist to have more creativity with darker hair.

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AS YOU BASK IN THE WARMER TONES AND STYLES THAT COINCIDE WITH ALL THINGS AUTUMN, CHECK OUT OUR LINEUP OF NEW HAIRCARE, COLOUR AND STYLING LAUNCHES.

PHOTO: SVEN KOVAC

➣ The Retro Vixens collection

by Australian hairstylist James Calabria combines vintage looks with rediscovered and reimagined pops of modern femininity.

Inspired by his vision to interpret current fashion styles while drawing elements from the 1950s and early 1960s, the collection pays homage to a golden era of fashion that is once again current and appealing to today’s on-trend consumers.

To see the full collection, visit SalonMagazine.ca. salonmagazine.ca / October 2021 17

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Hairlines — NEWS

Creative Burst Experience a new world of colour with Wella Professionals’ Color Fresh Mask.

Whether your clients are looking for a fresh new shade or to deeply condition their locks, they can do both with Wella Professionals’ Color Fresh Mask. These zero-damage, semi-permanent, colour depositing masks are made with a conditioning formula that leaves hair smooth and moisturized!

The formula is ready-made and includes equal parts colour and care that visibly enhances your clients’ shade without compromising hair’s shine. Free of silicones and animalderived ingredients, each mask is easy to apply and safe for weekly use, and the hues fade beautifully. Clients can choose from Natural Shades (Pearl Blonde, Lilac Frost, Golden Gloss, Copper Glow, Caramel Glaze, Chocolate Touch and Rose Blaze) or Bold Shades (Blue, Mint, Pink and Red) and customize their colour to best suit their style.

➣ Learn why Alterna My Hair. My Canvas.

Meltaway No-Rinse Micellar Cleanser is the gentle yet powerful product your clients need.

Using micellar technology, this vegan, crèmeto-powder cleanser adheres to dirt and absorbs sweat and oil while leaving hair feeling fresh and clean. Its unique formula allows clients to maintain their hair’s health by extending time between washing, and it also works as a perfect style refresher. Alterna My Hair. My Canvas.

Meltaway No-Rinse Micellar Cleanser will not only protect your clients’ hair against pollutants, but this fast-drying cleanser maintains its manageability and shine. The cherry on top?

The packaging is made with 50 per cent postconsumer recycled plastic and a twist-open lid to minimize plastic and waste.

18 salonmagazine.ca / October 2021

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Dream On Offer your curly-haired clients a uniquely curated line of products with Matrix’s A Curl Can Dream.

We know that curly hair needs all the love and moisture it can get. Now, thanks to Matrix’s A Curl Can Dream—the brand’s new line of products designed specifically for curly and coily hair—you can give curls the extra care they deserve. The five-piece range includes Deep Cleanse, a Manuka honey-infused shampoo; Nourish, a deep hydrating mask; Moisturize, a leave-in moisturizing cream; Define, a light-hold defining gel perfect for layering; and Finish, a lightweight oil infused with sunflower oil that’s designed to separate curls and add shine.

PHOTOS (CLOCKWISE): WELLA PROFESSIONALS, SCHWARZKOPF PROFESSIONAL, REDKEN, GHD, MATRIX, ALTERNA

M I C D RO P

➣ THE BLONDER , THE BETTER

TOOLBOX TOOLBOX TOOLBOX TOOLBOX TOOLBOX TOOLBOX

Schwarzkopf Professional’s beloved BlondMe care range— known for catering to every (blonde) hair type—has been made over! Featuring the brand’s All Blondes Rich Range, All Blondes Detox Range, Cool Blondes Neutralizing Range and Blonde Wonders, the line now includes revamped packaging materials, an upgraded assortment structure (featuring colour coding for easy navigation!) and improved technology. The revamped BlondMe care line also includes 3D Bond Creation Technology, a three-step process of a BlondMe Blonding Service that combines a Bond Protection System (colour), Bond Creation System (in-salon care) and Bond Maintenance System (home care)! And that’s not all: The brand has also announced the launch of its new #BLONDESOFTHEWORLD campaign to further “highlight” the fact that BlondMe offers a shade of blonde for everyone, regardless of age, gender, skin colour or hair type!

In other colourful news, Canadian colour educator and Schwarzkopf Professional artistic team member, Josie Vilay, teamed up with the Schwarzkopf Professional team to develop two exclusive hair colour formulas and techniques utilizing the brand’s BlondMe range. Their new Blonde Milestone Kit helps you create two entirely unique blonde looks depending on your client’s desires: Watercolor Blonde (a youthful spin on traditional blonde) and Dimensional Depth (for a more natural and subtle take). Each kit features all the products necessary to create both beautiful blonde results!

ghd Take Control Now In honour of Breast Cancer Awareness month, this collection of pink limited-edition styling tools are the same highperformance tools ghd is known for, but in the signature Breast Cancer Awareness pink shade for a reminder to self-check every month for signs of breast cancer.

The brand will be donating $10 from every purchase from the Take Control Now collection to the Keep A Breast Foundation.

Hairlines — NEWS

Show your clients that blondes do have more fun with Schwarzkopf Professional’s newly revamped BlondMe care range. (Plus, enjoy this look at their special collaboration with artistic team member, Josie Vilay!)

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To the Max

Make the most of your styles with Volume Maximizer from Redken.

Are your clients already asking about ways to achieve and maintain holiday party hairstyles? Consider Redken’s Volume Maximizer your new go-to. A thickening spray that provides instantaneous results and long-lasting lift (without the crunchy or stiff aftermath), it’s formulated with a blend of volumeboosting polymers and ceramides. Delivering all-day body while keeping locks weightless, smooth and flexible, it’s free from talc, aluminum, sulfates and silicone, and comes in a holographic pink bottle with an easy-to-use pump. In short, it’s perfect for stylists and on-the-go clients looking for fast-acting volume.

PLATINUM+ STYLER

HELIOS HAIRDRYER —

Allows for ultrapowerful drying

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Leaves hair with 30 per cent more shine

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Unique Aeroprecis technology and contoured nozzle leave hair sleek and smooth

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Groundbreaking Ultra-zone technology that responds to your hair and the way you style it

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Styles at optimum temperature of 365°F to leave hair stronger and shinier while protecting colour

GOLD STYLER —

Dual-zone technology for premium performance

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Delivers salonquality results and leaves hair smooth from root to tip

salonmagazine.ca / October 2021 19

➣ Get lighter results with Goldwell LightDimensions Oxycur Platin and Soft Color.

On the heels of the success of their LightDimensions portfolio, Goldwell is launching a new lightener with even higher lift! Oxycur Platin is a multipurpose lightener that’s formulated with the brand’s signature BondPro+ technology and provides up to 9+ levels of lift for the lightest result—no matter the desired service or technique. Also under the LightDimensions umbrella is Soft Color semi-permanent blonde toner, which works to eliminate unwanted tones and create highintensity results in just five minutes.

Lasting between six to eight shampoos, it’s formulated with integrated IntraLipid Technology to replenish lost lipids inside each hair strand for a smoother and softer finish.

Contessa Goes Hybrid!

While the plan was for us to be back to a fully live and in-person event this year, our priority is always to put the health and safety of our attendees and team first.

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Sizzling Styles Bring your clients’ #hairgoals to life with BaBylissPRO Ceramix Xtreme’s latest tools: The Ceramic Triple Barrel Waving Iron, and the Ceramic Hairdryer and Ceramic Flat Iron styling duo.

With its slim, rubberized soft-grip handle, 7/8” barrel size and nine-footlong swivel cord, the Ceramic Triple Barrel Waving Iron is ideal for creating long-lasting, glamorous styles. The brand is also launching their ceramic styling duo, which consists of their Ceramic Hairdryer and Ceramic Flat Iron.

The hairdryer has a hot and powerful airflow, two integrated speed/heat settings and a cool-shot button. Plus, it’s ultra-lightweight so it’s easy to work with all day! The flat iron has one-inch floating plates with surround heat that reach up to 450°F, and a swivel power cord for accessibility to help you easily achieve stylish looks all season long.

20 salonmagazine.ca / October 2021

After our widely successful virtual event last year, we’re stepping it up a notch and offering a hybrid and immersive experience that combines the best of both worlds—with live and virtual (pre-recorded) elements.

With our host, Bill Rowley, live in studio, we’ll be featuring some special live guests and are looking at more ways to interact with you throughout the show.

There will also be show-stopping presentations from Wella Professionals’ global ambassador Darren Ambrose from D&J Ambrose in the U.K., and Matrix Canada’s artistic team, led by artistic director, Rodrigo Araneda!

This year’s Contessa finalists will be receiving a special gift box delivered to their home or salon that’s filled with fun goodies to enjoy throughout the night—and beyond!

While we understand you may be disappointed at not being able to connect in person, we can guarantee it will be a night you won’t want to miss!

Gala Date: November 7, 2021 Stay tuned to SalonMagazine.ca/Contessa for more updates and how to register.

PHOTOS: GOLDWELL, DANNYCO PROFESSIONAL

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Hairlines — NEWS

Matte Manes Correct unwanted warmth two ways with Oligo Professionnel’s Matte Series by Calura and Calura Gloss.

Sarabin has worked with several salons in Alberta, including The Beverly in Calgary and Edmonton-based salons Adara Hair & Body Studio and Kick Salon (pictured below), where he printed photos onto the panels from Michelle Finlayson’s Contessa 2021 award-winning collection for Alberta Hairstylist of the Year!

With this new colour line, you’ll have no problem controlling or neutralizing red and orange tones, and correcting unwanted warmth will be a breeze.

Want to create cool and earthy tones on clients? No problem! Matte Series

by Calura Gloss and Calura Permanent come in a variety of shades (4-13/4AG, 5-13/5AG, 6-13/6AG, 7-13/7AG, 8-13/8AG) to create the ultimate colour for all your clients—regardless of whether they’re looking for a cooler or more natural look!

➣ SOUND IN V ESTMENT

Mark your calendars for the 2021 Kao Salon Virtual Experience!

Learn about the benefits of soundproofing your salon space.

On October 3rd and 4th, stylists from around the globe will tune in to the 2021 Kao Salon Virtual Experience. The multi-channel streaming event will feature creativity, culture and community, and serves as a digital hub where stylists will experience 48 hours of show-stopping work, salon business tips, education, creative collections and more. Channel 1 will showcase inspiration, including the exclusive premiere of the Global Creative Awards and live announcement of winners. It will also feature the debut of a new collection by Goldwell’s global ambassador, Angelo Seminara! Channel 2 will showcase more than 25 artists sharing technical and artistic colour, cutting and styling education. Best of all, the event is free to attend!

With many salons reconfiguring their spaces to adhere to social distancing guidelines, some have been noticing an uptick in noise levels.

Ryan Sarabin, owner of 3GenSarabin, an acoustic soundproofing company based in Calgary, has been working with salons throughout Alberta to install custom-made acoustic panels to help absorb excessive noise.

“The panels have a 95 per cent absorption rate for sound,” he says. “Any noise will bounce off any hard surface—floors, ceiling and walls. The sound waves bounce and stick to the panels and stop. It’s unbelievable how much noise they reduce in a salon!”

The panels are made of glass wool with either a metal or wood frame and are covered in fire-rated acoustic fabric.

Sarabin says he works with salon owners to focus on areas with the most traffic—generally styling stations and the front desk—but he also likes to install panels at the sinks and in the staffroom. “I’ve had nothing but amazing feedback from salons, with staff members reaching out to me to thank me and tell me what a difference it’s made,” he says. “With hairdryers constantly going and people in and out of the salon, there’s a huge benefit to quieting the space down so it’s not so loud. It makes it more manageable for everyone and reduces any echo or hard noise.”

For more information and to register, visit kaosalondivision.com/virtualexperience.

Learn more about 3GenSarabin and acoustic soundproofing at 3gensarabin.com.

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PHOTOS: OLIGO PROFESSIONNEL, 3GENSARABIN, KAO

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I N S P I R AT I O N S TAT I O N

INTRODUCING

Transport your senses with the iconic Moroccanoil scent, a blend of spicy amber and sweet florals, now in a fragrance mist for hair and body.

Moroccanoilprofessionals.com

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With four options to choose from, Alterna’s exclusive holiday sets have something for everyone!

Each set combines a luxurious cleansing and conditioning system with a complimentary gift: The brand’s award-winning Replenishing Moisture CC Cream! No matter what your clients’ hair concern, you can feel good about helping give them the gift of luscious and well-nourished locks this season. Choose from Alterna’s Caviar Anti-Aging Replenishing Moisture Holiday Set, Restructuring Bond Repair Holiday Set, Multiplying Volume Holiday Set and Smoothing Anti-Frizz Holiday Set.

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Holiday Haul

The brand has announced the launch of Holiday Duos, Holiday Trios and Styling Duos to celebrate the cheerful season— perfect for gifting to loved ones, sending home with clients or, of course, keeping for yourself! Joico’s Holiday Duos include K-PAK, K-PAK Color Therapy, Moisture Recovery, Joifull, Colorful, HydraSplash and Color Balance Purple.

The Trios come in Defy Damage, Blonde Life, K-PAK and K-PAK Color Therapy, and the Styling Duos feature Dream Blowout & Humidity Blocker, Heat Hero Glossing Thermal Protector & Power Spray, JoiMist Firm & JoiWhip as well as Flip Turn & Weekend Hair, for an impressive gift that keeps on giving!

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A PREVIEW OF THIS SEASON’S MUST-HAVE HOLIDAY HAIR GIFT SETS.

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Gifting Back Pureology is offering a variety of holiday options for a range of different haircare needs this festive season, including Hydrate Sheer, Strength Cure, Strength Cure Blonde and Pure Volume. Each kit features three full-size products, including the brand’s Color Fanatic Multi-Tasking Leave-In Spray. And since the holiday season is meant for giving—and giving back— Pureology is teaming up with the McGill University Health Centre Foundation for these holiday sets as they work to diagnose ovarian cancer in its early stages—an important cause to support this season and beyond.

Triple Threat

Holid-YAY! Redken has unveiled holiday sets that will help you give the gift of great hair this season! With eight options to choose from, there’s something for every hair type, texture and routine! Each set comes with its own trio of shampoo, conditioner and treatment, featuring products from the brand’s All Soft line as well as their new Acidic Bonding Concentrate (ABC) range. Whether your clients (or any gift recipients) are looking to spice up their haircare habits or stick with their favourite products, Redken’s sets make for the perfect present. Even better: The boxes are made of 100 per cent recycled paper, so you can feel good about giving!

PHOTOS: ALTERNA, JOICO, REDKEN, PUREOLOGY

Hairlines — NEWS

Cheerful Choices

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Hairlines — NAILS

Create mesmerizing looks with Velvet Vision, OPI’s line of magnetic, shimmering shades.

Formulated with white magnetic shimmer pigment and translucent pigment to create an ethereal vibe, OPI’s latest GelColor collection, Velvet Vision, is a new range of six magnetic-effect shades that will seriously impress your clients. Consisting of celestial metallics (Mauvnetic Poles and Platinum Eclipse) as well as dazzling jewel tones (Mystic Magenta, Psychic Plum, Teal Trance and Emerald Illusion) the polishes offer clients depth, dimension and movement for every occasion! All that and they’re vibrant, true to colour and easily applied, to boot!

Gelish Spice things up this season with Catch Me If You Can, a pumpkin crème shade from the No Boundaries collection.

CELEB NA IL LOOKS

Bio Sculpture Thornbird from the Clapperboard “Take 5” collection is a timeless deep green, and is perfect for the brisk months ahead.

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LCN Test the waters this season with Liquid Sand, a comforting yellow shade from the brand’s latest WOW Hybrid Gel Polish line.

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Met Moments

Actors, activists and musicians brought the glitz and glam to the 2021 Met Gala. Check out some of the dazzling, statement-making nail looks.

1 American poet and activist Amanda Gorman looked like a princess in her royal blue Vera Wang gown but her nails—a silver chromatic look with blue undertones— crafted by celebrity nail artist Yoko Sakakura (@nails_by_yoko)—were the true showstoppers.

2 Dear Evan Hansen star Ben Platt paired his Canadian tuxedo with asymmetrical nail art that featured squiggles and designs in a variety of blue hues.

3 Rocking a French outline on a sheer stiletto extension by nail artist Kim Truong (@kimkimnails), singer Camila Cabello was a vision in purple—from her shoes and eye makeup to the detailing on her nails.

26 salonmagazine.ca / October 2021

4 Celebrity manicurist Thuy Nguyen (@thuybnguyen) says she spent months designing Gabrielle Union’s Met Gala nails, but ultimately took inspiration from the actress’ extravagant Iris van Herpen gown to create the nude, white and black design.

5 Hailey Bieber’s all-black Saint Laurent gown was complemented by sleek nails that were dialed up with dress-matching Swarovski crystals at the tips.

6 Although actress Yara Shahidi wore gorgeous, princess-like gloves to match her strapless gown, celebrity nail artist Eri Ishizu (@erierinailz) gave her a Diorinspired manicure with shimmering French tips to sport underneath for good measure.

CND Get ready to fall in love this fall with Candlelight, the Wild Romantics collection’s soft goldenrod yellow hue.

ORLY Let out your wild side with the Wild Natured collection’s mossy green crème, Wild Willow.

PHOTOS: OPI, GELISH, BIO SCULPTURE, LCN, CND, ORLY, SAVE BY ANDREA NOBIS FROM THE NOUN PROJECT, INSTAGRAM, CHELSEA BAART, TAMARA DI LULLO, CATY PAYETTE

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Hairlines — NAILS

WITH INSTAGRAM TRANSFORMING THE WORLD OF NAIL ART, WE SPOKE WITH THREE EXPERTS ABOUT THE LATEST NAIL TRENDS, AND HOW CLIENTS AND TECHNICIANS ARE BEING INSPIRED BY BOTH FASHION WEEK AND SOCIAL MEDIA.

#NailGoals While some clients may choose to rely on their own personal taste and favourite shades to determine their choices in a nail salon, many are inspired by what’s trending on social media.

“I think social media has certainly boosted the interest in nail art beyond measure, and it allows the consumer to see the endless possibilities that come with it,” says Chelsea Baart, an OPI global artist based in Brentwood Bay, B.C. “It entices the client to try something new, and I think it’s such an amazing tool that’s ready to be mined anytime we need a creative boost.”

Stay Trending

With many clients pulling inspiration from social media, some nail artists, like Baart, choose to keep up on trends by paying close attention to Fashion Week creations.

“At Fashion Week, you get to see what colours and textures are being paired together,” she says.

“Those designs end up popping up on social media and you see different artists make the looks their own and, in turn, that inspires and creates even more looks for clients.”

According to Tamara Di Lullo, owner of Candy Nail Bar in Montreal, Fashion Week and social media have two very different yet powerful influences on the nail industry.

“Something important to note is that Fashion Week shows are now more accessible to everyone due to social media’s reach,” she says. “I’m thrilled that we have access to the trends more quickly.”

Keeping up with Fashion Week trends is also crucial when it comes to retaining clientele.

“It’s important to offer new products to existing clients because they’re always looking to try the newest thing—the newest colour, the newest collection and the newest trends,” says Caty Payette, a CND education ambassador based in St. Bruno, Que. “They expect to hear the latest trends from us, so it’s important that we stay current.

Chances are they may already know about what’s happening because they’re seeing it on social media, but they like to hear our ideas.”

“Clients—of any industry—look to the professionals to keep them in the know on the latest trends and products,” adds Baart. “Fashion Week is a peek into the future and can be a huge source of creative inspiration, while social media can be a great education tool, as well as a trend spotter. By keeping yourself informed on what’s happening in both areas, not only will you know what styles will be popular, you can also learn techniques to achieve those designs and elevate your craft.”

Get Active

Although staying current on trending styles plays a huge role in a nail tech’s desire to scroll through social media, there are other reasons to stay connected.

“I try to post unfiltered and unedited photos regularly so that clients see the work I’m capable of doing,” says Payette. “If a client shares a photo with me and asks if I can do something, it’s important to tell her if I don’t feel comfortable or that I don’t have the required products. It might mean you lose that business, as clients who want a particular look will try to seek out a technician who can create it, but it’s important to be honest and to not overpromise and underdeliver.”

“You don’t have to have influencer status but being on social media is such a great way to communicate with clients about last-minute availability, new products and even let them in on your personal life as a way to connect between appointments,” adds Baart. “It’s also such a productive tool for the nail tech to use for sharing inspiration and ideas with clients in advance of appointments.”

Di Lullo agrees that social media is a great tool for nail techs to find inspiration, learn new techniques, show off their work and attract new clients, but she cautions that it’s best to not get too caught up in it. “It’s important to not compare your work to others,” she says. “I’ve heard so many nail techs say they don’t post their work because it’s ‘basic’ or they don’t think they’re good enough. That makes me sad!

There are all different types of artists out there and everyone should be proud to share their individual work and style!”

PRO TIP IF A CLIENT DOESN’T KNOW WHAT THEY WANT, BAART SUGGESTS PULLING UP YOUR SAVED FOLDER ON INSTAGRAM AND LETTING THEM THUMB THROUGH IT, AS WELL AS ENCOURAGE THEM TO MAKE THEIR OWN FOLDER THEY CAN SHARE WITH YOU! REMINDER: INSPIRATION DOESN’T START AND END WITH NAIL PHOTOS—HAVE THEM LOOK AT FASHION, JEWELRY, ART, HOME DÉCOR AND MORE.

salonmagazine.ca / October 2021 27

WE SPOKE WITH TWO HAIR COLOUR EXPERTS ABOUT THE IMPACT CELEBRITIES AND SOCIAL MEDIA ARE HAVING ON MEN’S HAIR COLOUR TRENDS.

What’s Trending Though they have their faults, social media platforms offer an undeniable assortment of benefits. Among them: They powerfully connect people, encourage users to think outside the box, and enable us to gain the confidence needed to build—and document—our creative prowess.

In fact, it’s these benefits (and more!) that many colourists credit when it comes to the surge of interest male clients are showing when it comes to colouring their hair.

“I feel that social media has opened a door for hair colour for men because it gives people more freedom to express themselves,” says Jasmine Saunders, a colourist and stylist at Headlines Salon in Stouffville, Ont., who also serves as an educator for Joico. “I love that hair colour is now more accepted and requested from everyone because it’s a beautiful way to show off your style and enhance the features you love.”

“If there’s a celebrity—regardless of their gender—trying out something new and different, it gives the public confidence to try it as well,” says Mathieu Mainville, a Montreal-based freelance hairstylist and ambassador for L’Oréal Professionnel. “It’s why I can confidently say that pop culture directly influences people’s choices and styles.”

Trust The Process With more men experimenting with vibrant shades—regardless of whether they’ve been inspired by social media or celebrities—Mainville says educating them about the colouring process is essential.

28 salonmagazine.ca / October 2021

COLOUR CORNER

Joico Color Intensity Saunders loves this line of high intensity colour—that can be applied straight from the tube or mixed—for clients looking for low commitment colour or who like changing their look often!

L’Oréal Professionnel’s DIA Light Hair Color Mainville likes working with this demipermanent gel-crème to achieve some of his softer lilac, pink and orange creations.

“Lots of education needs to be done, no matter who your client is,” he says. “It’s important to educate your clients every time you make a change. Since the hair is different [after it’s been coloured], the routine needs to be different, as well.

In my experience, educating men about their hair colour maintenance is typically easier than with women, because men know they come with zero background knowledge and tend to have full trust in their stylist.”

While Mainville says sharing knowledge about proper colour maintenance is crucial, prepping male clients before starting the service is also important, as most men aren’t used to spending a lot of money on their hair services.

“Male clients are sometimes hesitant when they hear the cost of hair colour,” he says. “Men are used to going to the barbershop and not spending a lot of money. Recently, as men’s grooming has become more prevalent and they realize their hair needs maintenance, they want to see the best of the best, but the best of the best costs more. When my clients ask for hair colour, they’re already spending a bit more than what the market is asking for a haircut and colour. Sometimes, the expense of hair colour can be a dealbreaker for them but it’s a shame because I hear, ‘I want to do it, but I won’t because it’s expensive.’

It’s great that they want to try these awesome, nonnatural colours that are so trendy right now, but they can be pricey—especially for those who aren’t used to spending a lot on their hair.”

TEXT: SAMI CHAZONOFF, PHOTOS: GETTY SOTCK, JOCIO, L'ORÉAL PROFESSIONNEL, INSTAGRAM

Hairlines — MENS

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“I FIND THE YOUNGER GENERATION IS MUCH MORE INFLUENCED BY SOCIAL MEDIA AND POP CULTURE. THEY DON’T HAVE ANYTHING TO PROVE—THEY WRITE THEIR OWN RULES AND DON’T CARE WHAT PEOPLE THINK ABOUT THEM. ALL THEY WANT TO DO IS BE DIFFERENT.” #HairInspo Not only is social media great for seeing and sharing new trends and styles, it’s also great for getting inspired. Clients who bring in photos from Instagram or online help show their stylists the exact look they’re hoping to achieve, and how they, too, want to stay current.

“I get a ton of pictures from my clients, which is great, because it shows me what they’re looking for,” says Saunders. “A popular cut for men right now is short on the sides with some curls on top.

It’s nice because you can show off those curls with a little bit of colour to give the hair some dimension. In the fall, we tend to tone it down and go a bit darker to keep up with the trends.”

In Mainville’s case, he finds that his clients— whose average age is approximately 30 years old— are more influenced by their partners sending them to the salon with Pinterest photos. But he thinks that’s beginning to change.

“Clients are starting to understand more and more how important it is to see someone with the capacity to take care of their hair,” he says. “They want to look good, and they’re starting to be more willing to try new things, including experimenting with colour. The previous generations also want to look good, but it was more through clothes and fashion, and now it’s an overall look. Men are giving more importance to their hair. They are finally starting to understand why seeing a good hairdresser is the thing to do to help bring these trending styles to life and feel most confident.”

— MATHIEU MAINVILLE, FREELANCE HAIRSTYLIST AND AMBASSADOR FOR L’ORÉAL PROFESSIONNEL, MONTREAL

TikTok star Blake Gray (pictured above-right) and actors Dylan O’Brien (above-left) and Zac Efron (left) prove they keep up with trends by showing off their coloured locks!

salonmagazine.ca / October 2021 29

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WITH SOCIAL MEDIA PLATFORMS CONTINUING TO DIRECT HAIR COLOUR TRENDS, WE SPOKE WITH THREE FASHION COLOUR SPECIALISTS ABOUT THE RISING DEMAND FOR SEMI- AND DEMI-PERMANENT OPTIONS.

While there seems to be no question that the popularity of temporary colour options have been propelled forward by social media, colourists also attribute their demand to the arrival of the pandemic. Not only are clients wanting to change up their looks more frequently now, but experts say they’re more willing to put their money toward hair and beauty services.

“People aren’t spending money on trips or going away,” says Hannah Hewitt, an independent stylist and L’Oréal portfolio artist from Vancouver.

“Instead, many are choosing to invest a lot of money into their hair.”

“People are changing their looks more often than ever before,” says Jerica Wentzell, owner of Gingersnap Salon in Sudbury, Ont., and a brand educator for Wella. “Fashion colours are also not just for the young and ‘hip’ anymore. When I was younger, I had pink hair and people would yell at me out of their cars. Now I’m giving nurses and teachers semi-permanent bright fashion colours.

Clients are constantly bringing in pictures they’ve seen on Instagram as inspiration, since these looks are really trending online.”

Semi vs. Demi While semi- and demi-permanent colour may seem similar, it’s important to understand their differences and the purposes they each serve.

“Semi-permanent colour is not to be mixed with developer and it sits on the surface of the hair strand, making colour short-lived. Demipermanent requires developer to be activated and opens the cuticle ever so slightly, allowing dye to penetrate,” says Maral Poladian, owner of Danny’s Coiffure Unisex in Montreal and member of Schwarzkopf Professional’s #SKPCANSquad.

“Semi-permanent colour does not alter the hair shaft and it washes out completely. Demi30 salonmagazine.ca / October 2021

permanent colour can shift tone, and be used for grey blending or refreshing faded ends.”

“Semi-permanent colour is also known as ‘direct dye’ as it comes directly from the tube,” adds Wentzell. “This means there’s no mixing required. It can last from three shampoos to 30, depending on the pigment, while demis generally last around six weeks.”

Before starting the colour service, it’s important to ask your clients questions about their lifestyle and hair routines to determine if a semi- or demipermanent colour is the best option for them.

“It’s important to find out exactly what they want out of their service,” says Wentzell. “For example, a semi-permanent red follows along the fashion colours and has much more vibrancy than a demi red. A demi-permanent red is still beautiful but it’s a little more natural looking. When it comes to balayage, root melts and other trends with more natural tones, I go with demi-permanent colour for those techniques as it’s a bit softer and will grow out nicely.”

TEXT: SAMI CHAZONOFF, PHOTO: HAIR: SAFY BURTON, SAFY B'S SALON, U.K. MAKEUP: ABBIE BEAUTEMENT, PHOTOS: KAI WAN, INSTAGRAM, PULP RIOT, SCHWARZKOPF PROFESSIONAL, WELLA PROFESSIONALS, PRAVANA

Hairlines — COLOUR

Low-Commitment Colour

PRODUCT PICKS

Pulp Riot Originals Hewitt prefers to use Pulp Riot Originals semi-permanent shades for all her fashion colour creations since they’re true to tone and she enjoys intermixing the shades to create customized options for clients. Her personal favourites are Candy and Lava from the NeonElectric collection.

“SOCIAL MEDIA COLOUR TRENDS ARE CREATING A RISE IN DEMAND FOR SEMIAND DEMI-PERMANENT OPTIONS RATHER THAN PERMANENT COLOURS BECAUSE CLIENTS WANT TO INDULGE IN THEIR [HAIR COLOUR] DESIRES WITH ZERO COMMITMENT.” — MARAL POLADIAN, OWNER OF DANNY’S COIFFURE UNISEX IN MONTREAL AND MEMBER OF SCHWARZKOPF PROFESSIONAL’S #SKPCANSQUAD

Talk It Out Schwarzkopf Professional ChromaID Poladian recommends this semipermanent line for creating customizable fantasy colours and glossing services to refresh highlights.

Her go-to demi-permanent line is Igora Vibrance when she’s looking to achieve the perfect lift.

Wella Professionals Color Fresh Create Wentzell uses Wella’s Color Fresh Create to craft irresistible fashion tones, and the brand’s Color Touch is her demipermanent line of choice.

Pravana Chromasilk VIVIDS Pravana’s Chromasilk VIVIDS is a line of vibrant semipermanent shades in a clear gel formula designed to help stylists achieve dreamy fashion tones on their clients.

Before starting your colour service, it’s important to describe the process for creating fashion tones to clients while also asking them the necessary questions about their habits and hair goals.

“Certain shades will last longer but some clients want to wash their hair every day, so they have to be warned that the colour will fade out faster. We need to ask a variety of questions and cover everything. I also tell them what’s required in terms of maintenance, time and costs.” — Hannah Hewitt, independent stylist and L’Oréal portfolio artist, Vancouver “Asking how often they want to change their colour is important, as I might avoid certain colour lines that are longer-lasting or harder to remove. If they’re an athlete or they wash their hair every day, I may recommend a pigment shampoo or conditioner instead.” — Jerica Wentzell, owner of Gingersnap Salon and brand educator for Wella, Sudbury, Ont.

When creating temporary fashion shades on clients, stylists agree that semi-permanent is the way to go.

“I use semi when creating a ‘fantasy’ easy-on, easy-off colour,” says Poladian. “They are my go-to for porous hair since they are a gentle blend with no ammonia because as fast as clients want these vibrant, fashion colours on, they want them off. I always say: Have no fear, that’s why semipermanent colours are here!”

She adds that she would use a demi-permanent when working with a clean and beautiful hair canvas that just needed to be enhanced ever so slightly.

“The fade out is also really pretty [with semipermanent colour] so I tell clients to just enjoy the ride,” adds Hewitt. “Every time they wash their hair it’s going to look slightly different.”

Social Status With fashion shades continuing to be in high demand, some colourists are wondering if it’s a new phenomenon that’s here to stay, and are considering ways to get more clients on board with embracing modern, temporary looks.

“I feel like some people think fashion colours can be tacky or cheap-looking but it’s about the techniques you use and how you capture it,” explains Hewitt. “What I’ve realized is how you place your colour and how you take your photo can make it look so expensive. You can make it look so fashionable and luxurious, and I think that really appeals to the mainstream.”

While social media and influencer culture may be helping push fashion colours to the mainstream, sometimes clients need to see these looks on their favourite stylist’s feed to help inspire them to take the plunge.

“A lot of my vivid clients come from Instagram,” says Hewitt. “A lot of my regular blonde clientele now want to dip their toes into fashion colours.

They see my work and think it looks fun! Clients will often book and then message me saying they want to do a purple now instead of blonde. That’s the thing with social media—we should post about what we enjoy doing and who we want in our chair, and we’ll get more of it.” salonmagazine.ca / October 2021 31

SOCIAL MEDIA SHOWDOWN We chatted with beauty professionals who are slaying the social media game about the benefits of Instagram vs. TikTok, and how they use each platform to attract new clients, bolster their bottom line, build a portfolio, get noticed by brands and more!

BY SAMI CHAZONOFF

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Starting from the Bottom

While a quick glance at these four Canadian beauty professionals’ profiles and their growing followings will have you assuming they are digital pros (which they now are!), these social media-savvy hairstylists weren’t always as connected.

From posts going viral to teaching themselves how to navigate different apps, they joined the social media bandwagon at the right time, were able to organically grow large followings on their respective platforms and have utilized it to launch their careers.

“When I first started doing hair, I would take before-and-after pictures of my friends, photos of them processing, and photos of me applying product and put them on Instagram. I was documenting everything—every transformation that I could,” says Gourgues, who currently has more than 86,000 followers on Instagram. “After a few months of posting all my work, my Instagram started to blow up. I

PHOTOS: GETTY STOCK, SOCIAL MEDIA BY MADE X MADE FROM THE NOUN PROJECT

While some people use social media to connect with friends, post selfies or simply to follow the lives of their favourite celebrities, it can also be an extremely powerful tool in the salon industry. Along with sharing work, asking questions, finding clients, booking appointments, working with brands and exchanging formulas, social media is also incredibly useful for building and growing business!

“When I first got into the hair world, I told my boss at the time that we should create an Instagram account for our salon and business. He said we didn’t need to because we were fully booked,” says Max Gourgues, a Montreal-based salon owner and Redken educator and ambassador.

“I ended up leaving the salon and three months later, they closed. Social media helps you push your career even further and stay on top of your game, and I often wonder if the salon would have closed had he listened to me about Instagram.”

even got a job off my Instagram profile alone—the salon owner who hired me saw my page and said I’d be the next big thing. When I started working there, they’d send clients to me when everyone else was busy and I would document everything about each of them. Six months later, I had to stop taking new clients. I became this viral sensation on Instagram, which made me so successful in my business. To this day, I’m still not taking new clients and it all started because I was diligently posting photos of my work.”

According to Elissa Wolfe, a Vancouver-based independent stylist and Oligo Professionnel artist, when she first started on Instagram years ago, she used the app more for reaching out and connecting with other stylists, but it quickly became clear that it could also be a place to connect with brands, attract new clients and so much more.

“Connecting with other hairstylists on the app is how I first gained followers,” says Wolfe, who currently has more than 28,000 followers. “I started following a lot of people in the industry and sharing formulas and techniques. I posted a few great photos that took off and ended up being shared on pages everywhere—the type of thing where you jump from 1,000 to 10,000 followers in a few days! Once my follower count grew, companies reached out wanting to work with me and clients started noticing, too.”

For Farhana Premji, owner of The Beige Label Salon in Calgary and a brand ambassador for Redken, the decision to join Instagram was a business one. She’d just gotten out of a relationship, but had no idea what her presence on the platform would lead to.

“I needed something to help shift my focus,” says Premji, who currently has

more than 182,000 followers. “I was already fully booked as a stylist, and I knew the importance of consultations, retail and prebookings. I wanted to use [Instagram] to show my work to clients and share my knowledge on how lighting affects tone, the importance of home care after a salon visit, how to maintain colour, how to book appointments and more. It started as a tool to simply communicate with my clients, but after a few months I started seeing a shift in my schedule—more referrals, more specialized requests and more demand for my time. With that came big price increases.”

While there’s no doubt that hairstylists have found success on this platform—or that it continues to to be the social media platform of choice for many—for Katie Zaharik, owner of Bobby Hair Studio in Vancouver and member of Schwarzkopf Professional’s #SKPCANSquad, the path to a large social media presence was slightly different.

“It’s taken me years to get a few thousand followers on Instagram, but I was able to grow my clientele quickly on TikTok. In just one year, I went from 10,000 to over one million followers,” says Zaharik.“I started using Instagram seven years ago while I was still in hair and I really see the app as a portfolio for your work, while TikTok is more creative. My first TikTok video went viral during the summer of 2020. It was a blonde colour correction that hit a few million views and grew my following from 10,000 to 50,000.”

That said, she adds that going viral is not always a completely positive experience. “[For one of my posts] I did a strand test—something relatable to teens on TikTok but people weren’t happy that I cut the hair to do the test, even though the client asked me to,” she says. “All press is good press, though.

The negativity would push some people off the platform but it’s usually the controversial people and posts that do the best. That video ended up getting 20 million views. Everything you post on TikTok that ends up going viral seems to have a bigger boom and higher numbers every time. It takes work to maintain, but the payoff is so worth it.” ➤

PRO TIP WHEN STARTING TO BUILD YOUR SOCIAL MEDIA PRESENCE, ZAHARIK SUGGESTS CHECKING PINTEREST FOR INSTAGRAM HOME PAGE AESTHETIC IDEAS AND/ OR FOLLOWING HAIRSTYLISTS WHO ARE DOING WELL AND FIGURE OUT WHY THEY’RE SUCCESSFUL. STUDY EVERYTHING FROM THE CONTENT THEY POST TO THE HASHTAGS THEY USE, AND USE IT ALL AS A GUIDE.

salonmagazine.ca / October 2021 33

#Instagram vs. #TikTok

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“FOLLOW WHAT THE CURRENT SOCIAL MEDIA TREND IS AND MAKE THAT RELATABLE TO OUR INDUSTRY, WHICH IN OUR CASE IS WHAT’S GOING ON IN OUR CHAIRS. THEN, TRY IT AND PUT IT OUT THERE TO SEE WHERE IT LANDS. IT MIGHT BE THE POST THAT KICKS OFF YOUR SOCIAL MEDIA JOURNEY.” — KATIE ZAHARIK (@BOBBYHAIRSTUDIO), OWNER OF BOBBY HAIR STUDIO, VANCOUVER

and it demonstrates your skills with the products. It’s a one-of-a-kind marketing tool that helps beauty professionals in so many aspects of their business.”

As a user of both platforms, Zaharik knows her business wouldn’t look the way it does today without each app.

“I like TikTok because you’re creating satisfying content for the public, but I think both are critical for stylists.

An Instagram following is a bit more lucrative than TikTok because on TikTok, people don’t technically have to be interested in getting a service done to follow you,” she says. “Instagram should be a portfolio and place to direct message clients and book appointments, while TikTok is an outlet for showing the fun side of hair and transformation videos. I’ve gotten some of my Instagram followers from TikTok, which has turned into clientele. I even found and hired a stylist from TikTok! Stylists and salon owners should work on making their pages fluid that people who come from one to follow you on the other know what to expect. There’s no reason why stylists shouldn’t be using both to their advantage.”

PHOTOS: GETTY STOCK, MAGNIFY BY MAXIM KULIKOV FROM THE NOUN PROJECT

While some beauty professionals are well versed in both social media platforms and believe that a combination of each is beneficial for business growth, other stylists are more hesitant about juggling both.

“Although I love looking at TikTok videos, I’m not a creator,” says Gourgues. “For me, it’s all about Instagram and being on it as a hair professional is a must. People are looking for results—they’re looking for an experience. If a client is searching for a new stylist, they will look them up on Instagram to see their work. They can be the best stylist ever, but if they aren’t on Instagram and don’t have a social presence, they aren’t going to get that business. Even if a stylist has 200 followers, they need a place to showcase their work. Potential clients also want to know about you—will this stylist challenge me? Will they give me advice?

What are their hours? It’s not about word of mouth anymore—it’s about Instagram. It’s about showing the client why they should choose you.”

While Gourgues understands the importance of having a social presence to attract new clients, Wolfe says she started on the app at a time when it was simply about photo sharing and feels lucky that her business has grown from it.

“When I started on Instagram, no one was even using hashtags yet!” says Wolfe. “At a certain point, though, people started coming to the salon and telling me they saw my work on Instagram, and were asking me to recreate certain looks on them. That’s when I realized I needed to do this even more for business. Now, it’s where 90 per cent of my clientele come from. It’s an essential tool in our industry.”

“It helps stylists stay relevant—it’s a place to post your work and showcase the fact that you’re up to date with your skills and knowledge, that you’re using the latest products and testing out new techniques,” adds Premji.

“It shows brands your expertise and professionalism, and helps you attract clients who are seeking a stylist they can trust to guide and help them achieve their hair goals. By tagging brands you’re using, it shows that you know how to represent them, you give credit

Social Power

Whether it’s Instagram or TikTok, the consensus among salon professionals is that social media in general is unmatched when it comes to elevating your craft and bolstering your business.

“Social media is honestly the best way to promote your business,” says Zaharik. “It can be daunting and it’s a vulnerable thing to expose your work and your brand, but it’s essential.

People can be negative online, and I worry that might be stopping some hairstylists from getting into it, but it’s so beneficial to growing your audience.

The number one thing I’d recommend to beauty professionals is to create an account, add your contact information and post everything you’re proud of. It’s not supposed to be easy; it takes work but it also pays off. It’s literally how my business was built!”

Wolfe agrees that social media is essential in our industry because of the reach it has.

“Our bread and butter in this industry was built on word of mouth. With

“MY INSTAGRAM FOLLOWING GREW ORGANICALLY WHEN I WASN’T PAYING ATTENTION TO THE FOLLOWER COUNT. INSTEAD, I WAS FOCUSING ON THE FEW THOUSAND FOLLOWERS I HAD AT THE TIME—RATHER THAN THE ONES I DIDN’T HAVE—AND WAS CREATING CONTENT THAT I KNEW WOULD RESONATE. MOST IMPORTANTLY, I WAS CREATING CONTENT I WAS PROUD OF AND CONFIDENT TO SHARE.” — FARHANA PREMJI (@XO.FARHANA.BALAYAGE), OWNER OF THE BEIGE LABEL SALON, CALGARY

Instagram, it takes word of mouth and multiplies it by 10, 20 or 30—depending on the post,” she says. “Whether you’re an educator, making hair accessories or whatever business you’re trying to build, if you don’t have some sort of social media page to show for it, that’s just a huge miss.”

“Beauty professionals need to be on social media because it all comes down to being relevant and creating demand for your time so you can, in turn, become extremely successful and profitable doing what you love,” adds Premji. “Being on Instagram helps you attract your dream clientele that seeks you out for your unique skills and talents. It’s a tool to communicate with your existing and potential new clients, and is the best way to create a limitless personal brand and reputation.”

The Power of Micro and Nano Influencers While it used to be that companies would only work with major influencers, many professional beauty brands are starting to collaborate with micro (between 10,000 to 50,000 followers) and nano (fewer than 10,000 followers) influencers to reach new audiences while targeting their messaging to specific groups.

According to Gourgues, if a brand has recently launched a new product, working with micro and smaller-scale influencers is a good way to promote it.

“It’s a low-cost commitment for the brand, and the stylists are happy to receive the product for free,” he says. “It’s a win-win partnership.”

While Premji agrees that teaming up with micro and nano influencers is a great way to target audiences, she says it’s important for brands to be completely transparent about the process.

“I encourage brands to have everything clear and laid out in an agreement as these smaller accounts can sometimes say yes to similar brands or products that may be a conflict of interest,” she says.

“Influencer marketing is getting stronger, but it’s important to make sure everyone’s on the same page!”

salonmagazine.ca / October 2021 35

Selling on Social From affiliate marketing to e-commerce, salons and stylists are leveraging their social media platforms to maximize take-home product sales. We caught up with salon owners who utilized the lockdowns to invest in and upgrade their retail offerings, and asked them to share how the pandemic has forever changed their approach to business.

BY VERONICA BOODHAN

salonmagazine.ca / October 2021 37

PRO TIP WHEN ADDING PRODUCTS TO YOUR SHOP, LESS IS MORE. START WITH THE OPTIONS PEOPLE MAY NEED AT THAT TIME OF YEAR. CONSIDER BUNDLING PRODUCTS TO OFFER VALUE AND MAKE BUYING LESS OVERWHELMING FOR YOUR CLIENTS. ALSO, BE PREPARED TO REMOVE ITEMS THAT AREN’T AS POPULAR IN EXCHANGE FOR NEWER PRODUCTS OR ONES THAT ARE USED MORE AT HOME THAN IN THE SALON.

38 salonmagazine.ca / October 2021

life. While she says it took a lot of time and hard work to get it up and running, it was well worth it.

“I’m glad I did it! It’s definitely been helpful, even now with us being reopened,” she says. “It’s nice to give clients the opportunity to purchase prior to their appointments, or shop on their phones while their colour is processing. Even if they’re unsure and want to do some research first, they’re able to purchase after I’ve recommended products for their hair, and they really seem to want to invest in and maintain their colour service.”

Partnering Up

In addition to adding e-commerce to their salon’s website during the pandemic, Paulina and Samantha Truong, sisters and co-owners of Blue Gemini Hair Studio in Edmonton, Alta., wanted to explore additional retailing options.

Because they’ve carried Kérastase in their salon for many years, they decided to join the brand’s affiliate program early in the pandemic. Not only does it allow them to earn a commission on sales (when clients purchase through their affiliate links), it also prevents them from having to carry additional inventory.

“During the lockdown, we figured some business was better than no business, so we were on board with it,” says Samantha. “For salons who don’t want to carry inventory, I think it’s a great idea.”

Since the lockdowns in Alberta were short-lived compared to other parts of Canada, they admit they’ve noticed a shift since their salon has reopened.

“Most of our clients are preferring to come into the salon to buy products, because we provide them with more advice and can recommend the right products for their hair. They can ask questions and we can address their needs and wants so it’s more handson,” she adds. “A majority of our clients do prefer to go that route because they like the in-person shopping experience.

Plus, if we have clients coming in to buy the product, we’re receiving the full commission as opposed to just a percentage [with affiliate programs].”

“Before they purchase products, they always reach out to us in emails or on social media to ask us what the right products are for them,” adds Paulina.

“We usually ask more questions about their hair so we can recommend

RETAIL START-UP Stephanie Karellas, owner of Kroma Salon in King City, Ont., shares her tips for getting into the e-commerce game.

Don’t Overthink It “If you know someone who’s skilled with building or maintaining sites that you can trust to help, it doesn’t have to break the bank. Don’t be afraid to ask for help.”

Get Creative “It can come across as an intimidating process but we have so many tools to work with. A lot of imagery is online, and so many of our distributors are able to provide us with social assets to make the website look really great.”

Trust Your Team “As a new business owner, it can be super overwhelming to manage a digital presence. Being able to pass on duties or tasks to other people is important because when it comes down to it, it does take a team to help build and grow your vision online— especially if you don’t have a lot of technical experience.”

The Price is Right “Make sure you’re aware of your competitors, including big box stores.

It can be frustrating, but make sure your prices are on par with them. At the end of the day, don’t fret about why people would choose to buy from you rather than a big box store or vice versa. Remember that people will want to buy from someone they can trust and who can give them good advice about what they need.”

Loyal is Royal “A loyalty system works well and helps bring clients back. Consider starting a point system. At our salon, we give back $1 for every $50 spent [on products]. A lot of our products are around $50, so the more they spend, the more they receive, and it accumulates in their account in the salon and online.”

Don’t Oversell “You don’t want to seem like you’re always selling [on your feed]. A tasteful amount that’s not bombarding people is ideal. Once people think you’re just trying to sell, it’s a reason for them to mute you [on Instagram] or stop following you. Keep it interesting by showcasing different things that people may not know about.”

PHOTOS: GETTY STOCK, GIFT BY LAFS FROM THE NOUN PROJECT

While salon owners across Canada have had different experiences throughout the pandemic, something that they can all agree on is that retail has become an integral part of their business.

As some salons have been challenged by retail for years, the lockdowns forced many to find new ways of marketing take-home products to generate revenue and stay in touch with clients during the closures.

“It’s always been on my mind, but the lockdowns definitely gave me that push and the time to get it going,” says Stephanie Karellas, owner of Kroma Salon in King City, Ont. “I figured we had inventory just sitting in the salon, so to get it moving we invested [in e-commerce and social media]. I wanted to get both up and running as soon as possible in order for us to have a way to connect with our clients, and within the first two weeks of first lockdown in March 2020, we buckled up and got to work.”

Like many salon owners, Karellas admits that she isn’t overly savvy with technology, so she worked with a marketing team to bring her vision to

accordingly. If they go online or somewhere else where they don’t [have professionals to ask for help], they will just choose something more general, for either dry, coloured or damaged hair. If we’re not there to ask them about their hair, they won’t know what they need.”

While the Truongs acknowledge that the affiliate program brought them business outside of their local area, it unfortunately hasn’t translated into new foot traffic for their salon just yet.

“We find that the people who are gravitating toward the affiliate program don’t live in the city, or they just want to support us by ordering through the program so we can get [a commission] for it, which has been helpful,” says Samantha. “There’s no extra cost associated with being involved [with affiliate marketing programs], and we have a great partnership with Kérastase.

Any additional increase to our salon’s traffic, whether it’s e-commerce or the affiliate program, is better than nothing.”

Social Standing

While many salon owners and stylists used their time during the lockdown to invest in their websites, others were spending time on their social media platforms and finding ways of integrating e-commerce capabilities on Instagram.

Salons that want the best of both worlds when it comes to e-commerce and affiliate marketing have begun opening shops on their Instagram accounts. By doing so, their followers can shop directly on Instagram— including on photos.

“We like to have the inventory available for whenever clients need product,” says Samantha. “For the most part, we’re always fully stocked so if they walk in or call us, they can pick up the same day.”

It’s important to note, however, that setting up your shop on social can be just as (or more!) time consuming than setting up your e-commerce website.

“At first, it was a little difficult to navigate because I personally took on doing everything myself on our Shopify site,” says Samantha. “I did have help from an IT person for some background stuff, but all the uploading of products and inputting of information I did myself. Since I’ve been so hands-on with it, I know the ins and outs of it now. If we have a new product coming in, I can easily put it in rather than rely on someone else. It was a good learning

opportunity, and it’s nice to have a say on the experience I want our clients to have, including the layout and how the site should look and work.”

“Going into it, I didn’t have too many high expectations,” adds Karellas. “I knew it would be great to showcase our brand and products on another level, and I liked that I could immerse the product lines on the page and have the site look so professional. I think that now, because self-care products are being given more attention, everyone wants the best of the best and our site falls in line with that need. I also

appreciate staying connected with clients and reminding people of our business was and is super important.”

For Nikki Sanderson, owner of Capelli Salon Studio in Saskatoon, starting her e-commerce website in July 2020 felt like the right decision. As a new salon owner who’d purchased a salon right before the pandemic began, her hope was that it would make a difference in her business’ bottom line.

“I took over the salon in February 2020 with so many business ideas, and then we closed in March,” she recalls.

“It would have been a good idea to ➤

“IN ORDER TO STAY COMPETITIVE AND HELP PEOPLE BE MORE AWARE AND SUPPORTIVE OF YOUR E-COMMERCE, YOU HAVE TO KEEP EVOLVING, UPDATING AND ENHANCING YOUR OFFERINGS.” — SAMANTHA TRUONG, CO-OWNER, BLUE GEMINI HAIR STUDIO, EDMONTON, ALTA. salonmagazine.ca / October 2021 39

have our e-commerce already up and running during the pandemic, but money was tight, so I didn’t do it until after we reopened. That said, it’s been great! There’s a lot of work involved with running it and the products don’t just sell themselves, but it’s been awesome.”

Earlier this year, Sanderson also decided to launch an Instagram shop for her salon. “It debuted a little bit later [than our e-commerce site] since it took me a while to figure out how it works, but it’s now integrated with all of our social media and marketing initiatives,” she says. And while she has yet to dabble in affiliate marketing, it’s something she’s open to—especially with the brands her salon carries, including Virtue, Oribe and Balmain.

“IN THIS DAY AND AGE, YOU HAVE TO HAVE AN ONLINE SHOP—EVEN IF IT’S NOT A TRADITIONAL WEBSITE, BUT ON INSTAGRAM. IT’S A NO-BRAINER! IT CAN BE EXPENSIVE TO MAKE ONE AND A LOT TO RUN IT, BUT IT DEFINITELY TAKES YOUR BUSINESS TO THE NEXT LEVEL.” — NIKKI SANDERSON, OWNER OF CAPELLI SALON STUDIO, SASKATOON

40 salonmagazine.ca / October 2021

Breaking Through

While Sanderson continues to refine her e-commerce and social media presence, the buck doesn’t stop there—literally!

“We do other marketing, including Google ads, which seem to do okay, and social media marketing with Instagram ads,” she says. “It definitely doesn’t sell itself. I thought you would have it up and running and people would come and click on it, but it definitely takes a lot more work than that. I’m still learning more about the e-commerce business and how you can grow it to reach more people who you don’t service. It’s so important—30 per cent of the business is retail.”

“We try to feature different products every week in our emails,” says Karellas.

“Facebook is another strong platform— we do a lot of Facebook ads and we get a lot of sales through those, and since our Instagram shop connects through Facebook, they’ve been very effective.

We also have QR codes in our salon so clients can shop on their phones while their colour is processing. The shop is useful, even while we’re open. It helps evolve your business.”

PHOTOS: GETTY STOCK, SIGN BY BLAIR ADAMS FROM THE NOUN PROJECT

PRO TIP CONSIDER SENDING A PERSONALIZED THANK-YOU NOTE TO CLIENTS WITH A SPECIAL OFFER (EG. 10% OFF THEIR NEXT PRODUCT PURCHASE), OR ALLOW THEM TO GIFT THE CARD TO A FRIEND OR FAMILY MEMBER TO ATTRACT NEW PEOPLE TO THE SALON.

CO LLE CTIO NS

October

An inspiring selection of hairstyles that will motivate you to take your craft to the next level. salonmagazine.ca / July/August 2018 41

Collections — JEWEL

Vivid hues are brought to life in a range of styles and cuts in this bold British collection.

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HAIR Nikita Fisher, Palmer Fisher London, U.K. MAKEUP Maddie Wride and Selena Baker PHOTOS Jamie Blanshard salonmagazine.ca / October 2021 43

Collections — FLEURS FÉMININE

Strong shapes and soft lines are combined in this collection by the Artego Canada Artistic Design Team to celebrate the strength in women.

HAIR Artego Canada Artistic Design Team: Marlo Steenman, Tristyn Feist, Adelai Romphf, Tony Ricci MAKEUP Renee Rampersad PHOTOS AND CREATIVE DIRECTION Tony Ricci

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salonmagazine.ca / October 2021 45

Collections — INSCAPE

Schwarzkopf Professional’s latest Essential Looks collection combines warm, muted hues with soft, textured cuts and bold, graphic shapes that utilize the brand’s Igora Royal Mixes (inspired

by Pantone!) for next-level cool vibes.

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PHOTOS Schwarzkopf Professional

salonmagazine.ca / October 2021 47

Collections — DIVERSITY

This Scottish collection celebrates the creative freedom of hairdressing with an ultra-luxe editorial feel.

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HAIR & PHOTOS Jason Miller, Charlie Miller, Scotland MAKEUP Lauren Gollan salonmagazine.ca / October 2021 49

Collections — 2021 NAHA CANADIAN WINNERS

Canada continues to have strong representation at the North American Hairstyling Awards (NAHA), taking home two of the night’s most prestigious accolades!

2021 NAHA Hairstylist of the Year, Silas Tsang, Blushes Ottawa MAKEUP Lan Nguyen-Grealis WARDROBE STYLING Jared Green PHOTOS John Rawson

50 salonmagazine.ca / October 2021

salonmagazine.ca / October 2021 51

52 salonmagazine.ca / October 2021

Collections — 2021 NAHA CANADIAN WINNERS

2021 NAHA Team of the Year, Salon Entrenous, London, Ont. HAIR Julie Vriesinga, Susie Dalgleish, Carrie-Lynn VandenBerg, Lisa Sallabank MAKEUP Florencia Taylor WARDROBE STYLING Julie Vriesinga PHOTOS Paula Tizzard salonmagazine.ca / October 2021 53

Alain Pereque Being in the hair industry for nearly five decades, award-winning, Montrealbased hairstylist Alain Pereque has owned salons, travelled for work and education, and has trained with some of the best artists in the industry. However, he says competing is his ultimate creative outlet.

“I had the great pleasure of working at Pure Salon in Montreal with Anna Pacitto for years and I discovered competition through her,” says Pereque.

“And the rest is history! I am grateful for her advice and help, and for getting me into [competing] in the first place.”

While he continues to work behind the chair and loves to do so to “connect with clients and put a smile on people’s faces,” some of his proudest achievements include being recognized for his work at the Contessa Awards.

54 salonmagazine.ca / October 2021

On the Edge For his 2021 collection for Canadian Hairstylist of the Year, Pereque wanted to explore androgynous styles and was inspired by fashion from the late ’70s and early ’80s. He chose to style his models in more traditionally masculine attire, such as dress shirts, suits and ties, while still infusing subtle elements of femininity in the hair and makeup detailing for juxtaposition.

“I wanted to combine traditionally masculine clothing with traditionally feminine hairstyles and colour placement with strong structural shapes and texture to achieve powerful, unique looks,” he says. “For the model with the long, wavy hair, we wanted the hair to be flowing to give it a soft look. Although she has this long, feminine hair, she’s

wearing a [unisex] suit and it still feels very androgynous.”

While his goal was to create something unique and with edge, Pereque decided to incorporate some softness with texture, colour placement and lines.

“Makeup, hair and clothing all go hand in hand,” he says. “I wanted this collection to be balanced. It has strong, graphic looks but also softer looks with longer hair and curls. I wanted to present an array of different ideas, looks and textures.”

Texture Talk Although Pereque says he works with a lot of feeling and uses many techniques throughout his works, he says he most enjoys experimenting with texture.

“I love to create [texture] with a curling iron or even kink the hair with pipe cleaners or use hair pieces,” he says. “I love shapes, but it’s important to prepare the hair. Use the right products, blow-dry it and create texture you can work with. You can’t just take the hair and start building it—you need to use the right products to create the right texture and from there you can build volume and create your looks.”

TEXT: SAMI CHAZONOFF, PHOTOS: HAIR: ALAIN PEREQUE, FREELANCE, MONTREAL, MAKEUP: MARIKA D’AUTEUIL, PHOTOS: JOHN RAWSON

Contessa Gallery — FINALIST, 2021 CANADIAN HAIRSTYLIST OF THE YEAR

“I’m inspired by anything (and everything) that has shape. I like to watch runway shows and how they push hair to the max. Our goal [as hairstylists] is to try to take it, tone it down and bring it to the mainstream.”

salonmagazine.ca / October 2021 55

The founder of “supermodel hair,” celebrity hairstylist Harry Josh attributes his success to years of hard work—with a little luck along the way.

BY VERONICA BOODHAN

Harry Josh’s Career Timeline 1991

Moved to New York

1994

Became a casting director at fashion creative agency, KCD, working with Marc Jacobs and Louis Vuitton

2002

Published in Vogue

2013

Launched his own line, Harry Josh Pro Tools

2021

Became an ambassador for Goldwell and KMS

Tell us about how you got your start in the industry.

It was no overnight experience! Oddly enough, one of the most listened to episodes on the podcast Fat Mascara was my interview entitled 12 Years to Overnight Success, which says it all! I spent a lot of time in the beginning of my career as a hairdresser bouncing around and assisting different people, and realized I really wasn’t going anywhere.

I kind of gave up for a bit and became a part-time casting director for years while still trying to pursue hair. It wasn’t until I’d spent 12 years of working and living in New York before I got my big break in an article that came out in Vogue, and that really launched my career overnight.

Many people don’t know that you’re actually from Vancouver! Tell us about that. What do you most enjoy about Canada?

I am literally obsessed with Vancouver and British Columbia—the province I was raised in—as a whole. It’s absolutely the most beautiful place in the Pacific Northwest to me! I have such love for the great outdoors, hiking and nature, and it’s just all those things rolled into one. It’s actually the outdoor recreation capital of Canada! I think the people and places are beautiful and amazing, and I am so proud to come from there.

What has been your proudest accomplishment in the industry so far?

I think the benchmark keeps moving for that. I would say the birth of my line [Harry Josh Pro Tools] was definitely a proud moment; it was something I had

56 salonmagazine.ca / October 2021

wanted for so long and it’s probably the biggest milestone I have. It’s also hard to forget being a guest on The Oprah Winfrey Show!

What advice would you give your younger self when it comes to working in the industry?

Make sure you want it! This industry is saturated with people who think they want it, but then realize it actually takes work, ethics and rejection to get there. It may seem like a clear, easy shot to go to beauty school and work with celebrities, but it doesn’t work like that. It takes time, some magic and the right stroke of luck to come together for you to be ready for the right opportunity. I love the saying, “It’s better to be ready for an opportunity that may never come than to never be ready when the opportunity comes,” which is the advice I would love to give to my younger self.

You have more than 200,000 followers on Instagram! Tell us about how you got started on social media.

I got started on social media really early, though it’s not something I’m really big on compared to others who use it to captivate followers on a daily basis. I like to use it as a once in a while place

PHOTOS: HARRY JOSH

Profile – HARRY JOSH

Never Giving Up

between YouTube and stylists sharing their recipes for colour and secrets for styling, there’s been such an explosion of education for all. I think it’s a great opportunity to master great skills.

However, if you are looking to work with celebrities and models, you do have to live where they live, which would likely be New York City or Los Angeles.

Any tips for stylists on social media about how to build up their number of followers and stand out from the crowd?

I think you really have to learn to be authentic. So often, we’re caught up with people that have a lot of numbers and seek a formula that works. Even though there may be one, it can also get tiring to look at something like that.

That’s why it’s really important to look at your page and be proud of what you are putting out there—and make sure it’s coming from the heart.

to visit, so I definitely feel fortunate to have the followers I do. For me it’s also a double-edged sword—it can become such a time suck for me when I’m on it, so I try to be mindful of what I’m contributing to the feed. Unless it’s really important to me, I don’t post it.

THE THREE MUSTHAVES IN HARRY JOSH’S STYLING KIT? GOLDWELL STYLESIGN CURLS & WAVES TWIST AROUND CURL STYLING SPRAY, KMS HAIRPLAY MOLDING PASTE AND A PORTABLE BOSE SPEAKER!

You’ve worked with several celebrities throughout your career. What is one thing that’s surprised you most about editorial work?

The amount of thought that goes into every single image when you’re working in editorial! You spend hours agonizing over the smallest details to create a magical image that will hopefully imprint in the minds of many.

What are your thoughts on education for stylists/colourists on social media?

I think it provides an incredible opportunity to learn wherever you are. There was a time not so long ago where, if you didn't live in a big city, the education just wasn't there for you. Now,

Tell us about your role as a brand ambassador for Goldwell and KMS, and what you most enjoy about it.

For me, working with Kao Salon has been such an incredible experience.

Because it’s a Japan-based company, the innovation they come up with is always bar none. It’s so awesome to work with a company that really understands what it takes to make brands succeed globally for decades. It’s an amazing feat in today’s marketplace where there’s thousands of choices. It’s incredible for me to work with a legacy brand because I’m honoured to feel like a legacy hairdresser to go with it.

What do you think is the future of social media and how stylists use it for their business?

I think that it’s going to continue being a wonderful place to share your work. It’s going to become everyone’s portfolio, and when people are searching for hairdressers, it will give clients the opportunity, as it does now, to see your work in the best way possible before they get to your salon. It’s definitely something I wish I had when I was younger and trying to find the next stylist that was going to cut my hair! I’d suggest being mindful with it, too, since a haircut is 360-degrees, so do your best to showcase it in the best way you can to let people know your skill level and your style. I think we will start to see huge growth with people building their businesses through social media in the future. salonmagazine.ca / October 2021 57

As some stylists are focused on getting their next picture-perfect shot, others are finding ways to make social media work—literally—for their business.

BY VERONICA BOODHAN

Getting Started Since the start of the pandemic, more and more salons, stylists and brands are utilizing the power of social media to propel their businesses to the next level, all the while reaching a new audience and demographic in the process.

“When first embracing social media, I used it as a platform to share photos and videos with my followers,” says Cindy Duplantis, a celebrity hairstylist, Redken artist and brand ambassador for Chatters Hair Salon. “I quickly realized, it was much more than that as it allows me to stay connected with stylists and artists globally, to support each other’s work, and to grow my following with people from around the world.”

PRO TIP DUPLANTIS RECOMMENDS PAYING CLOSE ATTENTION TO YOUR ANALYTICS TO UNDERSTAND WHICH DAYS AND TIMES YOUR FOLLOWERS ARE MOST ACTIVE ON SOCIAL, SO YOU CAN PLAN YOUR POSTS ACCORDINGLY.

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Whether it’s due to a lack of time or the fear of taking part in online interactions—or both—some salon professionals have been slow to integrate social media into their day-today business practices. However, our experts say it can be easier to do than you may think.

“Social media is exciting and everchanging, which can be intimidating to some. A lot of people are hesitant and uncomfortable with being in front of the camera, but my advice would be to jump right in! Share what you are passionate about and stay genuine and true to yourself. A lot of stylists are super busy behind the chair, but it’s so important to always carve out some time to post on social. Think of it as a simple way you can invest in yourself and your business.” — Cindy Duplantis, brand ambassador for Chatters Hair Salon “Social media is like a muscle; the more you use it, the stronger it gets and the more you learn when you’re actually doing it. I’ve learned so much just by taking social media classes and webinars on how to create content and on when and how to post. We invest so much in our craft, but people forget that social media is another tool and craft that we need for our business. Finding inspiration can help you get started. Be inspired by others while aspiring to be your very best.” — Sonia Yarkhani, co-owner of Evolve Hair Studio, Toronto

While you may feel like you have to choose between tailoring your content to stylists or clients, the pandemic lockdowns have emphasized a strong need for both.

“Even though Instagram is always changing, one of the basic things that isn’t going to change is the need for good and valuable content for people who are following you. I’ve noticed my followers have shifted from clients to people in the industry. When I post hair photos, they do have some consumer appeal but it’s all about the captions and how you communicate to your followers.

Some captions can be very simple so they can appeal to both [hairstylists and consumers]. I’ve seen a lot of people on Instagram sharing their pricing, which appeals to both hairstylists and consumers, because now consumers are more aware of what it costs to achieve that colour.” — Sonia Yarkhani, co-owner of Evolve Hair Studio, Toronto “Social media is a wonderful way to maintain your relationship with clients when you’re not able to see them behind the chair. A consistent social media presence will also help to gain the trust of a new or potential client. It’s a great tool to help me connect with my followers on a more personal level, to help share tips and tricks with photos, videos, tutorials, and step-by-steps.”

— Cindy Duplantis, brand ambassador for Chatters Hair Salon

Standing Out

It can seem overwhelming to create content and build your brand while competing with others who’ve been on social media for years, but it all comes down to showcasing your strengths and celebrating your (or your salon’s) unique attributes.

“Each stylist has their own specialty, whether it be colour, cut or finishing, so use this to your advantage; no two stylists are the same and the work you’re doing is unique and will speak for itself. Create a weekly content goal for your platform and try to stick with it—the more consistent you are, the better engagement you will receive from your following. It’s always important to maintain consistent engagement with your followers via social media and respond to any questions

PHOTOS: GETTY STOCK, SOCIAL MEDIA BY MONKIK FROM THE NOUN PROJECT, MARKETING BY BARISTAICON FROM THE NOUN PROJECT

Business —

Succeeding on Social

Creating Content

“BEING ACTIVE ON SOCIAL MEDIA, ESPECIALLY DURING THE LOCKDOWN, REALLY BROUGHT OUR BRAND TO A WHOLE NEW LEVEL OF AWARENESS.” — SONIA YARKHANI, CO-OWNER OF EVOLVE HAIR STUDIO, TORONTO

Social Media, Simplified Get your work noticed with SalonEverywhere.

Following the launch of their digital platform that enables salons, stylists and brands to connect and promote their business, SalonEverywhere is now releasing a mobile app!

Set to debut this fall, the app helps users easily add personal branding, such as a logo, frame or sticker, to their social posts. In doing so, stylists can promote (and protect) their work on social media.

“The feedback for SalonEverywhere has been great, but salons are interested in tools to help them promote their stylists,” says Jason Goncalves, founder and CEO of SalonEverywhere. “The app allows any stylist, salon or brand to easily add personal branding on social posts. Salons and companies can create branded assets and we make it easy for stylists to be able to incorporate these to generate their branded content.”

The app will be available for iOS and Android, and Goncalves says its userfriendly format means it’s perfect for stylists with any level of digital experience or technical skill.

“It’s all about tools to help stylists engage in this modern world, where digital is everything, and just getting rid of the friction. The focus is on how to help stylists and salons grow their business.”

For salons and companies interested in creating branded assets, capabilities are built in to the price of a premium SalonEverywhere business membership.

Brands can also monitor who uses assets, and how each asset is used. Additionally, SalonEverywhere is free for stylists!

Visit saloneverywhere.com for more information.

they may have. Stylists that stand out the most to me on these platforms and do a fantastic job building their business are the ones who consistently post and show a wide variety of content through photos and videos.” — Cindy Duplantis, brand ambassador for Chatters Hair Salon

Brand Awareness

“I think a lot of people want transparency from the people they follow. If you don’t put yourself out there, no one will know who you are.

Some salons don’t share a lot about what they do but it’s like a lens—open up that lens into your salon and give people the opportunity to see what it looks and feels like to be a customer or employee there. No two salons are the same—your vibe and staff differentiate your salon from others, so highlighting those two are really important in making yourself unique. Direct outreach is something I’ve learned that helps build a really strong connection with people. I think it’s vitally important for building your business, because while you can speak to a mass amount of people, when you can speak to individual people, it can actually be even more effective.”

— Sonia Yarkhani, co-owner of Evolve Hair Studio, Toronto

“If you consistently put out engaging and compelling content, you’re going to attract new eyes and be given additional visibility via the Explore page on Instagram. Brand recognition is huge— we’ve never had direct access to brand pages as we do on social media. You can interact with a brand via comments, Instagram Lives and giveaways. Do your best to engage with your favourites as much as possible to try and get your name out there. Make sure to always tag the brands that you’re using and use any designated hashtags they may have to help with gaining their attention.”

— Cindy Duplantis, brand ambassador for Chatters Hair Salon

PRO TIP INTERACTING WITH CLIENTS ON SOCIAL MEDIA CAN ALSO HAVE BENEFITS FOR YOUR BUSINESS’ BOTTOM LINE— FOR EXAMPLE, PROMOTING YOUR RETAIL PRODUCTS AND SERVICES, WHICH IN TURN CAN HELP YOU INCREASE YOUR REVENUE AND CLIENTELE.

While some stylists share their work on social media to help increase their clientele or build their portfolio, others are in search of opportunities to collaborate with brands. Here’s how to get noticed.

“Start to create work that the brand will love—work that resembles or is inspired by the work that they do.

Engage with brands by tagging them and using hashtags (and not the same ones all the time). Getting specific and putting yourself out there takes some time, but it creates this level of expertise and people will start looking at you as an expert. Sometimes, people want to take the easy way out but there’s no easy way out for a good social media account. You have to put the work in.” — Sonia Yarkhani, co-owner of Evolve Hair Studio, Toronto

salonmagazine.ca / October 2021 59

Interiors — GOSSIMO BEAUTY WORKSHOP

Big Presence Located in the heart of Montreal, this stunning 5,400-square-foot salon opened during the third wave of the pandemic.

BY SAMI CHAZONOFF

Making It A Reality Unlike many salon owners who downsized in various ways throughout 2020 and 2021, Fratangelo upsized. Her new salon is three times the size of her previous location, and while she feels lucky to have had the ability to upgrade her space, she still doesn’t consider it a “dream.”

“When something is a dream, it remains a dream,” she says. “This wasn’t a dream—it was a goal of mine. I dream to have a yacht one day, but I might never have a yacht. This was my goal and I knew I had to achieve it.”

As for the design vision she had for the space, Fratangelo wanted to create an environment that was inclusive and appealed to everyone.

“I didn’t want to create ‘a salon for 60 salonmagazine.ca / October 2021

women’ or ‘a salon for men,’” she says. “I didn’t want it to look like it was designed for a specific gender. My salon is a neutral ground for everyone. It caters to all genders—both in services as well as in its design. I cater to everyone in my work and wanted it to be the same in my design.”

Since the building was completely empty (and not a previous salon) when she moved in, Fratangelo had to create it from scratch and chose to work with Lanvain Design on its layout.

“I did everything else and chose the furniture myself,” she says. “People ➤

PHOTOS: PATRICK HUOT

While some salons were forced to close their doors or let staff go because of the pandemic’s uncertainties and financial strains, some were more fortunate.

While in the process of closing her previous location on Côte-de-Liesse, Monia Fratangelo opened her brand-new salon, Gossimo Beauty Workshop, on rue Jean-Talon, this past April.

“I started working in this area 20 years ago and my clients come from everywhere—from the east, north and west ends of town. They come from all over because it’s a destination,” she says.

“I wanted to stay in this area for that reason.”

salonmagazine.ca / October 2021 61

have come in and said they’ve never seen a salon like this.”

When asked to describe her space, she says it has a “New York feel” with gold accents, along with hints of silver, white and black around the space to stay on-brand with her neutral colour palette and aesthetic.

“It’s not only about the look but also about the vibe,” she says. “The feeling you get when you walk in, the music we play—it’s all about the feeling and atmosphere. It’s very welcoming.”

All The Feels While the salon is light and bright, Fratangelo says it also has a very welcoming and cozy feel to it.

“The lighting and our colour bar are unique and stand out—they’re two things that set us apart and always get us compliments,” she says. “When clients walk in the front, they’re immediately wowed, but they’re even more impressed when they see the back area and this vision I created. You don’t see it until you get about midway through the space, so you don’t realize the size. Clients don’t expect it, nor do they expect the visual separation I’ve created, so they get to experience this coziness when they first enter and aren’t overwhelmed right away by its grandeur.”

62 salonmagazine.ca / October 2021

DETAILS Opened April 2021 DESIGN Lanvain (layout) + Monia Fratangelo (décor) SPACE 5,400 square feet TEAM 17 BRANDS Goldwell Pai-Shau Wella Professionals INSTAGRAM @gossimobeautyworkshop WEBSITE gossimo.ca

salonmagazine.ca / October 2021 63

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Also, find a comprehensive list of Canadian manufacturers and distributors.

The #TogetherWeRise team, featuring Anthony Cress, Omar Antonio and Johannie Jacquitte took the stage with a dramatic and ethereal presentation that demonstrated out-of-this-world creativity and artistic expression. |

Events —

Back to Live at Wella’s 2021 Beauty Envision Awards!

As one of the industry’s first live, in-person award shows of the year, Wella’s 2021 Beauty Envision Awards (BEA), presented by Trendvision, returned with a bang! Featuring award winners, along with live and pre-recorded hair shows, BEA celebrated top talent in hair colour, styling and nails.

| Hosted by Wella’s senior creative director, Carole Protat (pictured above, middle), BEA included opening remarks by CEO Annie Young-Scrivner (above) and president Sennen Pamich (above, right).

When & Where: August 15, Las Vegas —

Dereq Clark, Briana Cisneros and Zach Mesquit, Wella’s North American ambassadors, led Creative Rebellion, a high-energy show packed with vibrant hair colour, captivating haircutting and styling demos.

| —

PHOTOS: WELLA COMPANY

| Wella global creative ambassador Darren Ambrose of D&J Ambrose in London, U.K., balanced fashion and sustainability with ’90s and retroism in a statement-making presentation.

Congratulations to Canadian Trendvision Color Artist winner Regan Wasson of Glow Hair Studio in Ottawa and Canadian Trendvision Creative Artist winner Olivia Chafe of Ukiyō Salon in St. John’s, Nfld., who will be advancing to participate in the 2021 International Trendvision Creative Retreat!

While they were unable to attend the live festivities, they joined in on the fun via a video call with Canadian mentors Dana Lyseng and Antonio Quintieri.

A special shout-out to Elite Artist winner Lisa Smith (pictured above) of Mint Hair Lounge in Port Moody, B.C., and Nail Artist winner Amy Hwang (left) of Kumi Nail Beauty Bar in Edmonton, Alta., who were each in attendance to accept their award on stage.

salonmagazine.ca / October 2021 65

Salon Social —

Social Media Suggestions ➣

Let’s face it: Not all of us are social media phenoms. Thankfully, a variety of beauty professionals are happy to share their secrets for keeping their feeds relevant, enhancing their photos and more. Here are a few of our favourite tips.

➣

Story Time

➣

Get Connected

Shawna Russell, Coquitlam, B.C. @hairbyshawna_russell Take multiple photos and videos of your transformations so you have lots to choose from!

Josie Vilay, Winnipeg @josievilay For a creative Instagram story that showcases your new work on a client, play around with shapes and mixing black and white with colour. Don’t forget to write “New Post” somewhere in the story!

TIP RUSSELL USES INSHOT ON HER PHONE, IMOVIE ON HER MAC, AND APPS LIKE FACETUNE AND BEAUTYPLUS TO SLIGHTLY ENHANCE HER PHOTOS.

Picture Perfect

Katrina Smiley, Kincardine, Ont. @katrina_smiley

Want to update your social media with your most recent work?

Make sure you have a few photo-ready locations around your salon so you’re always prepared! Tip: Have someone else in your salon shoot for you if you’re a better photo director than photographer!

➣ Take a Shot For filming reels or social media videos, grab a tripod and practice working behind the client—it’s an easier way to see the action!

➣

Colour Confirmations

Larisa Love, Los Angeles @larisadoll

➣

When clients show you an inspiration photo, it’s important to ask what it is they like about the photo (for example: tone, placement or cut). Also, when they reference a colour, make sure you see it because beige to you and beige to them could be two completely different shades!

Save for Later

Gloria Poon, Vancouver @hairby_gloria

With Instagram’s “save” feature, you can repost photos and videos of your best work on your feed so clients can save them for future inspiration!

66 salonmagazine.ca / October 2021

TEXT: SAMI CHAZONOFF; PHOTOS: INSTAGRAM

Kristina Russell, Sydney, Australia @colourkristina

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