JAN/FEB 2017
E/TX
theGROUPIE
WHY ...use social media? When we’re tight on time the first thing to drop to the bottom of the totem pole is social media. Don’t let it! Swap a few moments of your online shopping for posting on social media!
Grow lasting relationships! Respond to questions immediately! Showcase your art on a large scale! Become an influencer! Use existing clients to get new ones!
Your time is valuable, but so is connecting with your customers on social media!
Maximize your time online with these strategies.
51%
Odds of someone doing business with you increases 51% if they read about you on Facebook!
82%
82% of small businesses say wordof-mouth is the most effective way to find new customers.
WHO ...are you wanting to attract? Choose your audience through the content you post. Post more cat videos than hair—attract cat lovers! As for beauty pics, be a specialist and post more of what you want to see in Adults on Social Media
Don’t have time to post on all platforms? We recommend choosing Facebook and Instagram.
¾ 79%
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24%
31%
32%
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your chair! If you like doing extensions, post Hotheads before and afters! Loving the creativity of the rainbow hair trend? Post your art, plus celebrity looks you want to try and aftercare tips on how to maintain color.
¾ of Facebook users and ½ of Instagram users use each site daily.
½
Tip: Follow your followers. Don’t have many followers? Follow others and they’re more likely to return the favor.
WHAT ...should you post? Get the Who’s you want for the Why you want them by What you post! Social media is like the beauty industry—the influence of technology and trends means it is constantly evolving.
;)
LET YOUR SALON’S PERSONALITY SHINE Use social media for more than advertising—stay on top of your clients’ minds, but don’t just sell sell sell. 1 Have compelling cover images and post lots of pics. 2 Let your audience get to know your stylists through quirky posts and stylist profiles. 3 Post feel-good or humorous quotes that are a good representation of your business, but be authentic and non-offensive!
Use before and after photos to display different styles and stylists’ talent.
See next page for photo tips! Freshair Salon & Bo utique @freshairsalon
Hashtag your location to connect with clients who are salon searching.
#SpringfieldMO
+
Hashtag before and after pics with stylist name, salon name, and the type of cut/style. #SallySmith
#Som
#ABCsalon
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Take the time to interact. Follow your followers and peers, comment on their posts and ask questions to engage them. Thank new clients, vendors, and fans! Provide your fans with exclusive deals—give followers something special in return.
It’s okay to use emojis! Emojis liven up text and convey an emotional message that crosses language barriers.
Get attention with imitation. Remember how Farrah Fawcett’s feathered flip and “The Rachel” haircut from Friends rocked the industry? Recreate Daenerys’ braids from “Game of Thrones” or Claire’s pixie from “House of Cards” and include the show’s hashtags.
Drive retail sales by posting about products. Focus on benefits and how to’s for home. Brands often share DIY videos—share these with exclusive promotions. Ask your Salon Consultant for our brands’ social media pages.
Encourage clients to promote your salon through word-ofmouth posts by offering incentives. Try “Upload a pic with the hashtag #ABCSalon and get 10% off of your next visit!”
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Lighting is key! If you photograph in dark areas, your photo could be dull, grainy, or worse—dark hair could blend into the background. Natural light from windows is best as it can give photos a more dramatic, professional look. Add 5–10 minutes per service for photos.
Pro Tip: Avoid using the flash, it can create harsh, unflattering shadows.
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Good framing can separate blah from ah-ha! Frame the shot tight and show a little of the client’s face to make it more personable. Background objects unique to your salon can add personality as long as they aren’t distracting. Keep exit signs, counters, and other guests out of the shot. Remember, you’re not just showing off your art, you’re branding yourself and your salon. Be consistent with the look and feel of your photos.
Pro Tip: When using a wall for background, have the guest stand a few feet in front of it so the camera focuses on the subject and blurs out the background.
Salon and Spa De Cri st @salonan dspadecri st
Salon Pura Vida s lo sa ndalla @puravida
Make sure the style and finish is impeccable before shooting, you’re showcasing your art after all. ALWAYS show a before with your after shot to let your audience understand the transformation. Take multiple shots of the before and after at different angles. Use an app like Split Pic to combine the best before and after photos.
Pro Tip: Add a watermark to your images to further brand yourself and your salon.
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Refine @peach ry Hair ymomm a
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Sopra Salon & Spa @soprasalonandspakc
air Salon Method H hair d o @meth
When posting, it’s not just about the cut, color or smoothing service pictured—you can also drive retail sales by explaining what products and tools were used to style and finish the look. Reach a wider audience by tagging the brands you use, brands love before and afters showing the potential of their products.
Pro Tip: Post your photos to multiple social media platforms like Instagram, Facebook, and Twitter. Posting on multiple platforms enhances your visibility to clients, brands, and other stylists. Link your Facebook and Twitter accounts to Instagram so you can post to all 3 accounts at once!
Your Brands
MyChair App The #1 selling salon software app, MyChair
stores data like contact info, birthdays, photos, allergies, comments, formulas, and more! You can send mass emails and texts targeting for services, promo specials, and special events, plus you can search clients based on services and last visit date ranges. Available reports include key formulas to track salon productivity.
Personal Salon Assistant A little pricier than MyChair,
this app has all the same bells and whistles, but also allows you to effectively double-book appointments, extensively track your finances, accept credit cards, and sell gift certificates.
#usmooth #kevinmurphy #colorproof #keratincomplex #alfaparfmilano #1821manmade #hotheadsextensions #eufora #moroccanoil #keune #IAmPaulMitchell
Publications
#americansalon #btcpics #behindthechair #beautylaunchpad #colorist #modernsalon #bangstyle
Popular Hashtags
Split Pic This app doubles up as a photo collage maker (for
those NECESSARY before and afters) and photo editor. Options include cropping, rotating, and making color adjustments.
Canva While slightly more complex, salons can use this all-inone photo-editing app to really delve into adjusting brightness, saturation, tint, and more! Plus choose from hundreds of layouts and fonts for text-additions.
Quick A super-streamlined experience to add text to photos.
InStyle Hairstyle App Know those clients afraid to take the plunge? This app from InStyle magazine allows pics to be uploaded so clients can try on over 500 different looks, including celebrity styles and wedding updos. Toca Hair Salon For aspiring stylists ages 3+, this app lets kids be behind the chair just like mom or dad. The animated “clients� make funny faces and sounds while they get their hair cut, colored, combed, and blow-dried; no after clean-up required!
#boblife #voiceofhair #babylights #braids #barberlife #barberlove #fade #updo #balayage #ombre #blonde #haircolor #highlights #hairpainting #hair #hairart #haircut #hairstyle #haircrush #hairporn #hairenvy #pinkhair #hairinspiration #hairlove #hairgoals #hairinspo #weddinghair #instahair #bridalhair #longhair #mensstyle #mensgrooming
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STOCK YOUR STATION!
BLOWDRY
Purchase Blowdry Styling Lotion 3.4oz Prime 7-in-1 Cream 3.4oz Texture Volume Spray 5.1oz Protect Thermal Spray 5.1oz Receive FREE Firm x X Strong Spray 10oz $ 38 Save $9.50 1701US01
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when you purchase Finish Inspirations! FREE THERMAL BRUSHES
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FREE SHINE BRUSHES
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FREE PROTECT THERMAL SPRAY 5.1oz
with any hot tool purchase including Mix & Matches below!
MIX & MATCH
4 or more Curling Irons for $40ea
Individually $45ea 1" Curling Iron
1¼" Curling Iron
UCURL1
UCURL125
MIX & MATCH
6 or more for 89ea ~or~ 3 or more for $99ea $
Individually $119.95ea 1" Black Styling Iron
US1
1½" Gunmetal Styling Iron
USMOOTH
1½" Ltd. Ed. Crimson Styling Iron
URED
1½" Ltd. Ed. White Styling Iron
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Ceramic Ball Dryer
UDRYER
Get inspired... Follow usmooth’s contests & giveaways on social media! @usmoothhair
@usmooth
/uSmooth.Style
@u_smooth
@usmoothhair
Inspire Others... You do more than cut, color, and style—you create art! Showcase your artwork on social media and tag your clients so their friends and family can see—those are potential clients!
See page 3 for photography tips!
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VIEW ALL AVAILABLE APRONS & CAPES
18.21 CUTTING CAPE Pictured: (left) ColorProof Cutting Cape (right) KEVIN.MURPHY COLOR.ME Apron
COLORPROOF CUTTING CAPE
• Silver with embroidered logo • Water-resistant nylon microfiber • Adjustable front snap closure $
25
CPCAPE
KEVIN.MURPHY COLOR.ME CAPE • Black chemical cape • Water-resistant fabric • Adjustable snap closure $
20
KMCAPE-C
MOROCCANOIL CUTTING CAPE
• White with logo • Water-resistant fabric • Adjustable snap closure $
12
MORCAPE
BLACK STYLIST APRON
• Black with ribbed pattern • Water and stain-resistant fabric • Adjustable with front pockets $
14.95
APRON
KERATIN COMPLEX STYLIST APRON
• Black with silver logo • Water and stain-resistant fabric • Adjustable with front pockets $
18
KXAPRON
• Black with logo • Water-resistant fabric • Back snap closure $
29
HOTHEADS CUTTING CAPE
• Gray with black logo • Water-resistant fabric • Adjustable snap closure $
15
HHCAPE
KEVIN.MURPHY CUTTING CAPE
• Navy with pattern • Water-resistant fabric • Adjustable snap closure $
12
KMCAPE
USMOOTH CUTTING CAPE
• Bamboo and polyester blend • Adjustable neckline snap closure • Chemical safe fabric $
24.95
• Black with silver logo • Water and stain-resistant fabric • Adjustable with front pockets
15
APAPRON
KEVIN.MURPHY COLOR.ME APRON
• Figure-flattering, bias-cut design • Durable color-resistant canvas • Dark navy with embroidered logo $
30
*Not all brands available in all states.
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UCAPE
ALFAPARF MILANO STYLIST APRON $
Pictured: (left) usmooth Stylist Smock (right) HotHeads Cutting Cape
ETCAPE
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KMAPRON
KERATIN COMPLEX COLOR CAPE • Black with logo • Water-resistant fabric • Adjustable velcro closure $
30
KXCAPE-C
KEUNE CHEMICAL CAPE • Black with logo • Water-resistant fabric • Adjustable snap closure $
26.95
KECHEM
OLIVIA GARDEN CHIC CHEMICAL CAPE • Black stripe texture • Water-resistant fabric • Perfect Fit neck closure $
15.95
B
F
CHIC
COLORPROOF STYLIST APRON
• Black with embroidered logo • Water-resistant fabric • Adjustable with front pockets $
25
CPAPRON
USMOOTH STYLIST SMOCK • Soft, lightweight nylon • Water-proof fabric • Deep front pockets $
24.95 USMOCK
C
Join the Conversation #eufora
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December 2016
READERS CHOICE AWARDS
THE OFFICIAL PUBLICATION OF INTERCOIFFURE
beautylaunchpad.com
ty your top pro-beau s t to determine “B 13th-annual Readers Launchpad’s the cut! category—for if your faves made New Launch” Read on to discover Brooks Ayola Choice Awards. Photography by
THE
BEST ISSUE
where four order; in cases in alphabetical to call *Products listed were too close the numbers products are listed,
279 of the Best Products Ever!
Trendsetters/Mood Board
Lashes/Brows
Men’s
2017’s Best Bets! Tips to do Your Best Work!
Good Spirits
RECIPE FOR SUCCESS After being a lab technician and a chef for many years, I’m used to searching for and combining ingredients, colors, textures and fragrances. When we create new formulas for products, I look at it like a recipe. Many times what COLLECTIONS becomes popular in the food industry will soon appear in product lines. Inspiration can truly come from anything at any time—you just need to keep your mind open. —David del Solar
The Cofounders of 18.21 Man Made Grooming chatNicholas with French // CoCre8 // Ulta // Editor Angie Reiber about feeding creativity, elevating the Schwarzkopf Professional men’s market and sourcing styles from celebs.
BROW EXTENSIONS/FIBERS
ADHESIVE
BROW SERUM
JB Lashes Mega Pro-Bonding Glue jblashes.com NovaLash Platinum Bond High Speed novalash.com Xtreme Lashes FlexFusion Adhesive xtremelashes.com
Grande Cosmetics GrandeBrow grandelashmd.com RevitaLash RevitaBrow revitalash.com Skin Research Laboratories neuBrow skinresearchlabs.com
BEARD GROOMING
HAIRCARE
American Crew americancrew.com Jatai Beard and Moustache Softener | DECEMBER 2016 64 | BEAUTY LAUNCHPAD Eufora Hero for Men eufora.net jatai.net Surface Men surfacehair.com Marrakesh for Men Imperial Beard Oil marrakeshhaircare.com V76 by Vaughn Beard Oil v76.com
Ardell Brow Building Fiber Gel ardelllashes.com Billion Dollar Brows Professional Eyebrow Extensions pro.billiondollarbrows.com JB Brows Synthetic Brow Extensions jblashes.com
HAIRCOLOR
SHAVE
American Crew Precision Blend Natural Gray Coverage americancrew.com Goldwell Men ReShade goldwell.us Keune Color Man keune.com
American Crew Precision Shave Gel americancrew.com V76 by Vaughn Clean Shave Hydrating Gel Cream v76.com Woody’s Quality Grooming Shave Lather woodysgrooming.com
THINNING TREATMENT LEADING MAN Brad Pitt is a great example for men’s hairstyling. We use him in our education—the guy is a chameleon! He has worn all kinds of looks— from long hair to very short—and speaks to the consumer as well as to the hairstylist. Guys want more than just one look, and it is up to the hairstylist to change it. Pitt shows us how much you can change; he’s had so many diverse looks and is very much an inspiration for the men’s side of grooming. —Angel del Solar
UNDER THE INFLUENCE I appreciate the disruptors—people like Elon Musk of Tesla, Richard Branson of Virgin and Apple under Steve Jobs. Their companies may not have been the first to market with a particular product, but they produced a refined version—one that typically offered an upgraded user experience. The products that registered with consumers drove a movement within their respective industries and forced their competitors to evolve. —Aston LaFon
SPRAYING POWER To create a new style and to finish the look, hairspray is a tool I always turn to. You can use it to craft volume, to tame and to sculpt shape. It’s about having the hair do what you want it to do! It is a very useful tool in your tool kit. —Angel del Solar
HOME IS WHERE THE ART IS My brother Angel and I are from Spain and, fortunately, art and architecture were all around us. When you live there, you might not appreciate it as much, but now when we go back, we see the beauty of it. —David del Solar
Spanish architecture is often associated with the free-flowing work of Antoni Gaudi.
NEW DEVELOPMENTS We are looking to cover the basics of men’s grooming first, those items that men use every day. We want to be able to produce them in an uncommon way that inspires pride of ownership in men. One of us might see a void within the industry or a grooming regimen. Then we consider the common user experience for that product, and we consider outside perspectives to identify what the characteristics of the product should be. Once we have an idea for the key characteristics, we come up with ideas. The three of us continue to shape and refine the ideas until we come up with the final product. —Aston LaFon
SKINCARE
STYLING AID
Clubman Pinaud After Shave Lotion clubman.com Eufora Hero for Men Post Shave eufora.net Gibs Grooming Alpha Male Beard, Hair & Tattoo Oil gibsgrooming.com
18.21 Man Made Clay 1821manmade.com GO24•7 Styling Cream go247men.com V76 by Vaughn Tex Texture Paste v76.com
Bosley Professional Strength BosRevive bosleypro.com Nioxin System 2 nioxin.com Surface Awaken surfacehair.com
Nailcare
FOUNDERS: COURTESY OF 18.21 MAN MADE GROOMING; BRAD: MARC PIASECKI/WIREIMAGE; PRODUCTS: COURTESY OF 18.21 MAN MADE GROOMING; SPAIN: GETTY IMAGES
The Cofounders of 18.21 Man Made Grooming: David del Solar, Director of Operations and Product Development; Angel del Solar, Managing Director; and Aston LaFon, Director of Sales and Marketing
BASE COAT
GEL
HYBRID/EXTENDED WEAR
Morgan Taylor React No-Light Extended Wear Base Coat morgantaylorlacquer.com OPI Chip Skip opi.com Smith & Cult Basis of Everything smithandcult.com
Cuccio Colour Veneer cuccio.com Essie Gel essie.com Gelish Soak-Off Gel Polish gelish.com OPI GelColor opi.com
China Glaze EverGlaze chinaglaze.com CND Vinylux cnd.com OPI Infinite Shine opi.com
IMPLEMENT
POLISH
REMOVER
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Cuccio Naturalé 100% Sanitizable Stainless Steel Nail File Kit cuccio.com Mehaz Professional Nail Clipper spilo.com Tweezerman Ultra Precision Cuticle Nipper tweezerman.com
Essie Nail Polish essie.com Morgan Taylor Professional Nail Lacquer morgantaylorlacquer.com OPI Nail Lacquer opi.com
OPI Expert Touch Lacquer Remover opi.com SpaRitual Fluent Lacquer Remover sparitual.com Zoya Remove Plus zoya.com
INM Out the Door inmnails.com OPI RapiDry Quick Drying Top Coat opi.com Seche Vite seche.com
70 | BEAUTY LAUNCHPAD | DECEMBER 2016 84 | BEAUTY LAUNCHPAD | DECEMBER 2016
Beauty Launchpad asked readers to vote on top pro-beauty picks of 2016, and 18.21 Man Made Clay made the cut as a top men’s styling aid!
puRchase Man Made Wash 10oz Paste 2oz receive 50% off Clay 2oz
Man Made Wash 18oz, Paste 2oz, Clay 2oz $ 30 Save $6 1701ET01
the digital dude While men are catching up to women on overall social media use, they seek a different experience both in the salon and online. Men prefer simplicity and minimalism, and want expert recommendations from expert stylists on expert products. Apply the cardinal rules of men's grooming
9
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· Use social media to promote the details of the male grooming experience you offer. · Post simple style-at-home videos, using only your fingers as tools. · Showcase your knowledge! Update your bio and post when you attend education classes. · Post product knowledge and accolades.
Hint: share Salon Service Group's post on Dec. 2nd about 18.21 Man Made's recognition in Beauty Launchpad.
· Put your salon on display—if you have a male- friendly environment (minimal frou-frou, private grooming stations) show it off on social media! Establish your expertise on social media
Build your male clientele!
gRooming gear barber duster
Use Cricket’s Route 66 Broad Boy Barber Duster to brush away stray hairs at the end of every grooming experience. • Extra wide head • Bristles gentle on skin $
10
BRDUSTER
beard brush
Jack Dean Beard Brush shapes beards while massaging the skin. • 95% natural boar bristles • For both hair and beard grooming • Helps distribute beard oil $
10
BRBEARD
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Join the Conversation #moroccanoil
T R E AT Y O U R C L I E N T S ’ H A I R T O T H E
ULTIMATE NEW YEAR G I V E T H E G I F T O F R E J U V E N AT E D H A I R W I T H F R E E T R E AT M E N T S A M P L E S !
ULTIMATE NEW YEAR TREATMENT
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ULTIMATE NEW YEAR TREATMENT LIGHT
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DID YOU KNOW THAT JASMINE SANDERS IS THE LATEST MODEL FOR MOROCCANOIL?! Everyone loves using the same products as their favorite celebs! Be in-the-know on what stars are using the products you sell, then follow them on social media.
11
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Share the celeb’s hair product posts with a call to action to let your clients know they can visit your salon for the product, and be selfie-ready every day!
Join the Conversation #ArganEveryDay
DISCOVER YOUR DUO M I X & M AT C H A N Y 16 . 9 o z S H A M P O O O R C O N D I T I O N E R
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Join the Conversation #keune
MASH UP YOUR HAIR
PREP SPRAY
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FIXING SPRAY
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BLEND SALON TRIAL SEA SALT SPRAY
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GLOSS SPRAY
The glossier, the better. This amazing spray makes hair shine like no tomorrow, while providing grease-proof definition. What’s not to love? 5.1oz
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REFRESHING SPRAY
No time to wash? No worries. Refresh your roots with this genius dry shampoo spray. It absorbs oils and volumizes for good-as-new, second-day hair. 5.1oz
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KBRS5
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Pump up the volume and create incredible texture with this lightweight powder. Sprinkle it on, scrunch it up, and watch your hair reach new heights. .25oz
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Purchase at special price Prep Spray 5.1oz De-Frizz 2.5oz Gel 2.5oz Shape 2.5oz Volume Powder .25oz Blend Magazine Blend Box Consumer Leaflet $ 45 Save $15 1701KE01
BLEND 2+1
Purchase (2) Prep Spray 5.1oz (2) De-Frizz 2.5oz (2) Gel 2.5oz (2) Shape 2.5oz (2) Volume Powder .25oz (2) Sea Salt Spray 5.1oz (2) Paste 2.5oz (2) Wax 2.5oz (2) Clay 2.5oz (2) Glue 2.5oz (2) Fiber Wax 2.5oz (2) Refresh Spray 5.1oz (2) Fixing Spray 10oz (2) Gloss Spray 5.1oz Receive FREE (1) Prep Spray 5.1oz (1) De-Frizz 2.5oz (1) Gel 2.5oz (1) Shape 2.5oz (1) Volume Powder .25oz (1) Sea Salt Spray 5.1oz (1) Paste 2.5oz (1) Wax 2.5oz (1) Clay 2.5oz (1) Glue 2.5oz (1) Fiber Wax 2.5oz (1) Refresh Spray 5.1oz (1) Fixing Spray 10oz (1) Gloss Spray 5.1oz $ 336 Save $168 1701KE02
www.SalonServiceGroup.com ORDER ONLINE
14
INTRODUCING
T I N TA CO LO R C A R E
Extend the life of salon color beyond the chair.
Ensure that your walking billboard remains a stunning advertisement after clients leave your chair. Send them home with this sulfate and paraben-free regimen that incorporates the Tinta Color technology! • Silk protein repairs and nourishes damaged hair • UV protection shields from damage and color fading • LP 300 Color Stabilizer helps color last longer Tinta Color Care Shampoo
Tinta Color Care Conditioner
2.7oz
2.7oz
4.50
KTCCS2
13.50
KTCCS10
$
$9 SUGGESTED RETAIL 10.1oz
$
$27 SUGGESTED RETAIL
5
KTCCC2
14.50
KTCCC8
$
$10 SUGGESTED RETAIL 8.5oz
$
$29 SUGGESTED RETAIL
TINTA COLOR + MINIS
Purchase (12) Tinta Color Tubes 2.1oz (your choice) Receive FREE (6) Tinta Color Care Shampoo 2.7oz (6) Tinta Color Care Conditioner 2.7oz $ 93 Save $57 1701KE03
15
ORDER BY PHONE 1.800.933.5733
TINTA COLOR CARE DUOS Purchase (12) Tinta Color Care Shampoo 10.1oz Receive FREE (12) Tinta Color Care Conditioner 8.5oz $ 162 Save $174 1701KE04
Join the Conversation #LoveKM
matchmaker, matchmaker KEVIN.MURPHY’s online prescription tool, all about.me, matches your clients with personalized product recommendations to help you sell products!
kevinmurphy.com.au/allaboutme all about.me
KEEP AN iPad AT YOUR STATION
with the site bookmarked so clients can answer the quick questions while in the chair. Recommendation results include product knowledge, tips, and client-friendly videos!
find your PRODUCT.MATCHMAKER
click and connect with the right products for your hair
all about.me
find your PRODUCT.MATCHMAKER click and connect VISIT with the right
products for your hair
WWW. KEVIN MURPHY. VISIT COM.AUWWW. /ALL KEVIN MURPHY. ABOUTME COM.AU
/ALL ABOUTME
Ask us for a mirror cling and showcard to start the conversation. MIRROR CLING
wanted to arm our buyers with “ We the knowledge needed to make the
best decisions regarding their hair,
which will ultimately result in happier customers.
”
KMLIT18
SHOWCARD KMLIT19
26.40ea
$
Save $6.60
40ea
$
KEVIN MURPHY
37.20ea
$
Save $10
Save $9.30
ANGEL.WASH 33.6oz
ANGEL.MASQUE 33.6oz
ANTI.GRAVITY 33.6oz
KMAW33
KMAM33
KMAG33
ANGEL.RINSE 33.6oz
HYDRATE-ME.MASQUE 33.6oz
HAIR.RESORT 33.6oz
KMAR33
KMHYM33
KMHR33
MAXI.WASH 33.6oz
YOUNG.AGAIN.MASQUE 33.6oz
MOTION.LOTION 33.6oz
KMMW33
KMYAM33
KMML33
HYDRATE-ME.WASH 33.6oz
SMOOTH.AGAIN 33.6oz
ANTI.GRAVITY.SPRAY 33.6oz
KMHYW33
KMSMA33
KMAGSP33
HYDRATE-ME.RINSE 33.6oz
RE.STORE 33.6oz
HAIR.RESORT.SPRAY 33.6oz
KMHYR33
KMRS33
KMHRSP33
KMSMW33
$
SMOOTH.AGAIN.WASH 33.6oz SMOOTH.AGAIN.RINSE 33.6oz KMSMR33
BALANCING.WASH 33.6oz KMBW33
BLONDE.ANGEL.WASH 33.6oz KMBLW33
STIMULATE-ME.WASH 33.6oz KMSTMW33
STIMULATE-ME.RINSE 33.6oz KMSTMR33
35.20ea
$
Save $8.80 STAYING.ALIVE 33.6oz
KMSA33
30ea
Save $7.50 PLUMPING.WASH 33.6oz
KMPW33
PLUMPING.RINSE 33.6oz KMPR33
YOUNG.AGAIN.WASH 33.6oz KMYAW33
YOUNG.AGAIN.RINSE 33.6oz KMYAR33
BLONDE.ANGEL.TREATMENT 33.6oz KMBLT33
REPAIR-ME.WASH 33.6oz KMRPW33
REPAIR-ME.RINSE 33.6oz KMRPR33
free 6 LITER PUMPS
WITH PURCHASE OF ANY SIX LITERS
1701KM04
LITER PUMP $
1.50ea
KMPUMP33
*Pumps sold separately as open stock
www.SalonServiceGroup.com ORDER ONLINE
16
Join the Conversation #kevinmurphy
REBUILD
their hair with
new
LEAVE-IN.REPAIR This new nourishing leave-in treatment repairs and restores damage where it is most needed. A combination of anti-static Papain enzymes, Pea Protein, Orange Peel and Jojoba Seed Oils condition and target the damaged areas of the hair. Hair is nourished from root-totip while offering protection from heat styling and environmental damage. This targeted approach to repair results in improved elasticity and shine, plus longer results from styling—all without weight! LEAVE-IN.REPAIR 6.7oz $
16
KMLR6 | $32 SUGGESTED RETAIL
LEAVE-IN.REPAIR SALON INTRO
LEAVE-IN.REPAIR REPAIR AND RESTORE DAMAGED HAIR. A WEIGHTLESS LEAVE-IN CONDITIONING TREATMENT. SUPERFOOD PROTEINS AND NATURAL EXTRACTS NOURISH, STRENGTHEN AND REPAIR.
Purchase (6) REPAIR-ME.WASH 8.4oz (6) REPAIR-ME.RINSE 8.4oz Receive FREE (6) LEAVE-IN.REPAIR 6.7oz (6) TEXTURE.COMB (1) Collateral Kit () Cube Display
() Mirror Cling () Show Card $
210 Save $156
1701KM01
BUY 10 GET 2 FREE LEAVE-IN.REPAIR Purchase (10) LEAVE-IN.REPAIR 6.7oz Receive FREE (2) LEAVE-IN.REPAIR 6.7oz $ 160 Save $32 1701KM02 See readymade ideas on how to promote LEAVE-IN.REPAIR!
17
Statistics say that consumers don’t notice an ad until the 5th time they see it! Drive home the message of your ad by promoting the same product over-and-over again using similar artwork online and in-salon.
ORDER BY PHONE 1.800.933.5733
Join the Conversation #colormebykm
limited edition
HALF LITERS *Pumps Included
# D O U B L E YO U R F U N
SAVE WHE N YOU BUY MORE Start a #DoubleYourFun campaign! Snap pics of your KEVIN.MURPHY half liters in fun & creative environments. Explain to clients that they can get TWICE their favorite wash & rinse for $17 LESS. See page 1–2 for how social media campaigns like this can grow your business.
HYDRATE-ME.WASH 16.9oz $
20.50
ANGEL.WASH 16.9oz $
KMHYW16
HYDRATE-ME.RINSE 16.9oz $
20.50
20.50
KMAW16
ANGEL.RINSE 16.9oz $
KMHYR16
20.50
KMAR16
PLUMP UP THE VOLUME
Purchase PLUMPING.WASH 8.4oz PLUMPING.RINSE 8.4oz Receive FREE FULL.AGAIN 5.1oz $ 35 Save $13.75 1701KM03
BOX OF CHOCOLATES *Available in February
Purchase (4) COLOR.ME tubes 3.3oz 5.7 LIGHT.BROWN.CHOCOLATE 6.7 DARK.BLONDE.CHOCOLATE
Receive FREE (1) Brush (1) Whisk (1) Recipe Card $ 39.80 Save $7.50
4.7 MEDIUM.BROWN.CHOCOLATE 7.7 MEDIUM.BLONDE.CHOCOLATE
1701KM06
COLOR ESSENTIALS KIT
Purchase (36) COLOR.ME Tubes 3.3oz (your choice) (6) COLOR.ME Activators 33.8oz (your choice) Receive FREE (1) Swatch Book (1) Brochure (1) Accessory Kit Scale Brush
Bowl $
Whisk
427.20 Save $152.50
1701KM05
www.SalonServiceGroup.com ORDER ONLINE
18
Join the Conversation #colorproof
r
lle u F r e k c i h T # r ullerStronge
er #ThickerF SuperPlump
THICKENING BLOW DRY SPRAY Heat-activated blow dry spray adheres to hair fibers, plumping each strand Amps up fine hair while expanding volume and density, and providing long-lasting hold
g
n o r t S r e l l u F r e ick h T Strengthens from within while protecting # r e g n o r t lerS Fulbreakage ickeragainst 5.1oz
$
14
CPTHSP5 | $28 SUGGESTED RETAIL
Ask your Salon Consultant about customized marketing pieces for new products! Click for an example
BUY 3 GET 1 FREE
Purchase (3) Thickening Blow Dry Spray 5.1oz Receive FREE (1) Thickening Blow Dry Spray 5.1oz (1) Blow Dry Spray Easel Card $ 42 Save $14 1701CP01
19
ORDER BY PHONE 1.800.933.5733
rStronger
SuperPlump your Valentine's Day 'do!
Create a #ValentinesVolume social media campaign with a contest and discounts!
VALENTINE’S TRIO
Purchase SuperPlump Volume Shampoo 10.1oz SuperPlump Volume Condition 8.5oz Receive FREE HardCore Epic Hold Hairspray 9oz Clear Tote Bag & Volume Fusion Card $ 34 Save $13 1701CP02
• Post simple styling videos and before and after pics of voluminous styles perfect for a special night out! With each post, offer 10% off the Valentine’s Trio Bag. • Host a contest—have clients post a “before volume” pic using the hashtag #ValentinesVolume to be entered to win a voluminous blowout for their Valentine’s Day Date. • Make everyone a winner and give them incentive to participate by offering $10 off Blowouts for all contest participants. Don’t forget to post after pics of the voluminous styles you create! (See page 3) Ask your Salon Consultant about #ValentinesVolume social media images!
r e g n o r t S r e l l u F ger #Thicker SHAMPOO & STYLE
Purchase (4) SuperRich Moisture Shampoo 10.1oz Receive 50% OFF (1) HeatProof Anti-Frizz Blow Dry Crème 6.7oz (1) FiberBlast Texture Crème 2.5oz (1) ControlCraze Styling Crème 5.1oz (1) RuleBreaker Firm Flexible Wax 1.7oz $ 95.75 Save $27.75 1701CP04
BAOBAB BOX
Purchase Baobab Heal & Repair Shampoo 8.5oz Baobab Heal & Repair Condition 8.5oz Receive FREE ClearItUp Detox Shampoo 10.1oz $ 50 Save $17 1701CP03
25% OFF PRO-SIZES SuperRich Moisture Shampoo 25.4oz $ 25.50 Save $8.50 CPMS25
CrazySmooth Anti-Frizz Shampoo 25.4oz $ 27 Save $9 CPSS25
SuperRich Moisture Condition 25.4oz $ 25.50 Save $8.50 CPMC25
CrazySmooth Anti-Frizz Condition 25.4oz $ 27 Save $9 CPSC25
SuperPlump Volume Shampoo 25.4oz $ 25.50 Save $8.50 CPVS25
TruCurl Curl Perfecting Shampoo 25.4oz $ 27 Save $9 CPCS25
SuperPlump Volume Condition 25.4oz $ 25.50 Save $8.50 CPVC25
TruCurl Curl Perfecting Condition 25.4oz $ 27 Save $9 CPCC25
Baobab Heal & Repair Shampoo 25.4oz $ 39.38 Save $13.13 CPBS25
SignatureBlonde Violet Shampoo 25.4oz $ 33.38 Save $11.13 CPBLS25
Baobab Heal & Repair Condition 25.4oz $ 39.38 Save $13.13 CPBC25
SignatureBlonde Violet Condition 25.4oz $ 33.38 Save $11.13 CPBLC25
ClearItUp Detox Shampoo 25.4oz $ 25.88 Save $8.63 CPDS25
www.SalonServiceGroup.com ORDER ONLINE
20
Join the Conversation #alfaparf
Metallic Rose Metallic Rose 7MR Medium Blonde AE7MR
$
7.15ea
Metallic Rose 8MR Light Blonde AE8MR
Metallic Silver Metallic Silver 6MS Dark Blonde AE6MS
Metallic Rose 9MR Very Light Blonde
Metallic Silver 7MS Medium Blonde AE7MS
AE9MR
$
7.15ea
Metallic Silver 9MS Very Light Blonde AE9MS
METALLICS STARTER
Purchase (6) Evolution Metallics Color Tubes 2oz (1 of each shade) Receive FREE (1) Metallics Color Chart (1) Metallics Brochure (1) Alfaparf Apron (1) Color Bowl & Brush $ 42.90 Save $19 1701AP01
21
ORDER BY PHONE 1.800.933.5733
Join the Conversation
#pigmentsmania
Pigments Care
NUTRITIVE & REPARATIVE REPARATIVE
Revive and strengthen damaged hair $
10.50ea
$22 SUGGESTED RETAIL
Pigments Reparative Shampoo 6.7oz APGRS6 Pigments Reparative Mask 6.9oz APGRM6
NUTRITIVE
Nourish, condition, and revitalize dry, frizzy hair $
10.50ea
$22 SUGGESTED RETAIL
Pigments Nutritive Shampoo 6.7oz APGNS6 Pigments Nutritive Mask 6.9oz APGNM6
PIGMENTS SALON
Purchase (3) Nutritive Shampoo 6.7oz (3) Nutritive Mask 6.9oz (3) Reparative Shampoo 6.7oz (3) Reparative Mask 6.9oz Receive FREE (1) Pigments Color Bottle 3oz (your choice) (1) Pigments Wall Chart $ 126 Save $18 1701AP02
2HAIRSPRAYS FOR $15
(CHOOSE ONE) Ash Gold
APGAG
Illuminating Hairspray Strong 10.6oz $ 15 Save $7 1701AP03
Copper APGCP
Gold
APGGD
Violet Ash
APGVA
Red
APGRD
Golden Mahogany APGGM
Illuminating Hairspray Extra Strong 10.6oz $ 15 Save $7 1701AP04
3 1
BUY GET FREE! Cristalli Liquidi 1.7oz $ 54 Save $18 1701AP05
Cristalli Spray 4.2oz $ 33 Save $11 1701AP06
Extraordinary All-in-1 Fluid 4.2oz $ 31.50 Save $10.50 1701AP07
www.SalonServiceGroup.com ORDER ONLINE
22
Join the Conversation #hotheads #hotheadsextensions
The possibilities are Social media has been a game changer for the beauty industry—celebrity looks go viral, trends change rapidly, and feeds flood with impossible pastels. If you can't offer instant gratification you might get left in the dust!
ENDLESS.
Another game-changer?—Hotheads Hair Extensions! Stylists can no longer say they can't achieve a look because of hair texture or color. Satisfy your customer's every wish with Hotheads Hair Extensions.
"IF YOU DON'T LISTEN TO YOUR CUSTOMERS, SOMEONE ELSE WILL" SamWalton
ENDLESSsolutions
Hotheads offers endless solutions to hair woes and wants! • Boost volume for thin hair • Alter or repair bad cuts • Add incredible length • Create dynamic color as rapidly as the trends change • Make the impossible possible!
ENDLESSbenefits
There are endless benefits to using Hotheads over other hair extension options! • Easy to apply and remove without damage or hair loss • No heat or special tools needed • Results in full head of hair in an hour or less • 40 shades and more than 500 potential color combinations • Offered in 4 lengths • Completely seamless and undetectable • Reusable up to 3 applications that each last 8–10 weeks
ENDLESSopportunities
Social Media offers endless opportunities to promote the service! (See pg. 2 for The Who, What, & Why of the Social Salon)
• Visually show the possibilities using before and after pics with Hotheads. Create a lookbook, using your salon hashtag (#). Have categories: updos, fun colors, wedding styles, volume, and length! • Train your front desk to guide clients to your lookbook. Keep iPads in your salon to pull the lookbook up. • Use social media as a megaphone to correct common misconceptions about pricing and installation time. • Promote the trends using celebrity pics and explain how they can be achieved with Hotheads! • Give extension aftercare tips and post weekly. Hint: Promote your wetline, tools, and styling products! • Post testimonials about clients' experiences with Hotheads.
23
ORDER BY PHONE 1.800.933.5733
• Share client-friendly DIY-styling videos from Hotheads YouTube page. • Check in with extension clients using messenger on Facebook . Link to your aftercare posts or styles in your lookbook that might be their next! • When you (or one of your stylists) has extensions, choose a week to demo 7 days of different looks and the products used. Hint: Promote your favorite dry shampoo!
Salon Service
PROFIT POTENTIAL A L L SE R V ICE T IME S UNDE R ONE HOUR $800 SERVICE PRICE PRODUCT COST
$260
$110 $60
$48 $6 $6 SINGLE PROCESS FULL HEAD FOIL & HIGHLIGHTING HAIRCOLOR
$42
PROFIT
$104
PROFIT
$0 HAIRCUT & BLOWDRY
HOTHEADS EXTENSIONS
$60
$540
PROFIT PROFIT
T HE M AT H Hotheads Hair Extensions can quadruple your earning power per hour! At approximately $540 profit per service, it only takes ONE Hotheads application per week to earn an extra $2160 per month—multiply that by 12 months to make an extra $25,920 per year!
*Service prices, time, commission, and quantity of Hotheads used differs based on market, clients, and stylist. Hotheads service price is conservative.
www.SalonServiceGroup.com ORDER ONLINE
24
Join the Conversation #keratincomplex
Social media is FREE advertising, so why not take advantage of it?! Create a #LoveYourHair social media campaign with before and after blowout pics! Advertise 15% OFF Infusion Blowouts when you mention the post. Explain to clients that they can recreate this look AND reduce blowdry time by taking home a tube of Infusion. If they aren't ready to commit to a full tube, send them home with a Triple Packette so they can test the product out first. THE MATH: Each 18.6oz Infusion contains enough product for roughly 74 blowouts. If you usually charge $25 per add-on blowout, you can profit nearly $1500 after the 15% off (PLUS retail sales)!
$25 - 15% discount = $21.25 - $1 (product cost) $20.25 × 74 services = $1498.50
LOVE TO BE FRIZZ-FREE Purchase (1) Infusion Keratin Replenisher 18.6oz Receive FREE (1) In-Salon Regimen Packette Display (6) Regimen Packette Envelopes ENVELOPE INCLUDES: (1) Triple Packette (Keratin Color Care Shampoo & Conditioner & Infusion) (1) Shower Cap
$
62.50 Save $23
1701KX04
LOVE EVERY BLOWOUT Purchase Infusion Keratin Replenisher 2.5oz Receive FREE Color Care Shampoo 3oz Color Care Conditioner 3oz $ 14 Save $8 1701KX03 Ask your Salon Consultant about #LoveYourHair social media images & in-salon signage!
25
ORDER BY PHONE 1.800.933.5733
SMOOTH SERVICE
Purchase Express Blow Out 12oz VitalShot Bond Rebuilder 10pk Receive FREE Clarifying Shampoo 12oz Carbon Heat Resistant Comb Smoothing Therapy Quick Guide Brochure VitalShot Protocol Brochure $ 162 Save $24.50 1701KX02
KERA“TEN” KICKOFF
Purchase (1) Express Blow Out 33.8oz Receive FREE (1) Thermo-Shine Thermal Protectant Mist 3.4oz (1) Flex Flow Flexible Shaping Hairspray 10.2oz (1) Smoothing Therapy Quick Guide Brochure (1) Anniversary Shelf Talker Pop Up Tent (1) Gift Concierge Postcard (5) Consumer Brochure (1) Salon Connexions Brochure $ 315 Save $22 1701KX01
CANVAS CORRECTOR
Purchase (2) It’s A Blonde Thing Lightening System Tub 1lb (12) KeraHold Color Tubes 3oz Receive FREE (1) 10vol It’s A Blonde Thing Developer 32oz (1) 20vol It’s A Blonde Thing Developer 32oz (1) 20vol KeraHold Developer 32oz (1) Zero Lift KeraHold Developer 32oz (1) Clarifying Shampoo 12oz (1) VitalShot Bond Rebuilder 10pk (1) Tint Bowl (2) Tint Brushes (1) Tube Key 3pk (1) Canvas Corrector Bifold (1) Color Therapy Product Knowledge Guide $ 145.48 Save $86.97 1701KX05
TIMELESS CELEBRATION
Purchase (2) Timeless Color Fade-Defy Shampoo 13.5oz (2) Timeless Color Fade-Defy Conditioner 13.5oz (1) Timeless Color Fade-Defy Masque 8.5oz Receive FREE (1) Timeless Color Fade-Defy Shampoo 33.8oz (1) Timeless Color Fade-Defy Conditioner 33.8oz (1) Timeless Color Fade-Defy Masque 8.5oz (2) Consumer Brochure (1) Anniversary Shelf Talker $ 68 Save $64 1701KX06
www.SalonServiceGroup.com ORDER ONLINE
26
1520 E Evergreen St Springfield, MO 65803
As we start 2017, I would like to say thank you to all of our customers for your continued support.
This last year was one of stability and consistency. We made a commitment to our salons, stylists, and staff to use the changes implemented to be better than we were in prior years. I believe we accomplished this in so many areas. Our biggest and proudest accomplishment was the relaunch of usmooth. Many of you have supported this brand for the past five years, but for some of you it is a new part of your business. We know you will continue to see success with this brand. I can proudly say that together we have raised and donated over $150,000 through the ucare Foundation, helping stylists and their families that need assistance. This is the most important thing we do at Salon Service Group. We will continue our efforts to provide you with excellent service and quality products, and to building a partnership with you. We are excited to share in your future success, and most importantly continue to support the stylist community through our ucare Foundation.
gino barbo president/ceo
1.800.933.5733 ORDER ONLINE : www.SalonServiceGroup.com FIND A STORE : www.SalonServiceGroup.com/locations ORDER BY PHONE 1.800.933.5733 ORDER BY PHONE :
27
visit us www.SalonServiceGroup.com