12 minute read
ONSTAGE: 50 YEARS OF MAURICE MEADE
50 YEARS OF MAURICE MEADE
From 1974 to today, there are few hairdressing brands that have maintained their status as style leaders like Maurice Meade. From the West Coast to the world hairdressing stage, Maurice Meade has claimed their status as one of the few multi-salon brands that is continuing to grow beyond their 50-year golden anniversary, writes Cameron Pine
Starting as a perm and resulting in an empire of leading stylists across nine salon locations, the vision of Maurice and Rosemary Meade is every part the quintessential husband and wife success story. The hairdresser in Maurice that hit more morning show TV screens than any other hairdresser throughout the 80s and 90s and Rosemary’s midas touch have all been pieces of the visionary – executing campaigns, direction and management skill across the incredible 50-year-strong luxury salon label that now employs more than 150 staff.
From iconic cut and colour packages, in-salon rituals to raising the standard of service and consistency in hair, Maurice Meade salons have been every bit as aspirational as they have inspirational. The 80s mullet, punk look, the perm, the super sleek sweep and balayage to now, Maurice was the go-to style inspiration for the entire Perth community and we all wanted to be part of it.
The dynamic TV campaigns would infiltrate a strong desire to transform your look and embrace the new well before social media was a thing. This very ‘Maurice Meade’ desire and demand would leave you with goosebumps at the end of their campaigns, whether it was the jingle you loved or hated, they made a presence and built a community. Their stylists transformed clients into walking advertisements and gave gifts with purchase and sold packages that everyone would talk about, and still do.
With a presence on television with leading annual campaigns, lush trips internationally with leading TV networks and beyond, Maurice and Rosemary have continued to raise the style stakes on the West Coast, but most importantly inspired hairdressers globally. They’ve nurtured some of the world’s most recognised hairdressing names including multiaward-winning British Hairdresser and celebrity hairdresser Andrew Barton and many other prominent hairdressing names in Perth and abroad.
Celebrating the glittering milestone of 50 years on June 18 at Perth’s Old Flour Factory, more than 150 guests came together to celebrate a brand that has defied trends throughout five glorious decades. One thing that resonates with guests of the salons and its several generations of staff is their personal story and affinity with the family-minded brand, so it was a real family affair and then some.
My personal and almost two-decade long relationship with the family, after meeting Maurice and Rosemary at the Global Salon Business Awards in Barcelona in 2006, where they were awarded Multi-Unit Salon of Entrepreneur of the Year, is one of my career highlights. I always admired their drive and respect for those around them and the industry as a whole. Whether it’s the lesson that being in a hair salon teaches you, and that is one of listening and empathising with others, the Maurice Meade culture has always been about people first. Not only are they a mecca for transformation, style and everything that comes with it, life in a salon, as the Maurice Meade family confirms, is an addiction to life that many of us carry with us each day through our entire lives.
Some say the secret to the Maurice Meade success is the luxury yet approachable hair, but the proof seems to lie in the consistency of a continual investment in advertising and campaigns, and a continually elevated approach to product services and salon packages, especially now as consumers are looking for value and reassurance. Rosemary confirms the brand’s packages are what has continued to set them apart. Each year for numerous years the Meades would launch a new custom-designed gift bag – some year’s so popular that you’d see them all over Perth – one being a popular tote that celebrated some of WA’s key beaches and landmarks.
The Maurice Meade memories are as long as they are luxurious. It’s a brand that has always been in-touch with their community. From the infamous Channel 7 telethon to celebrity style that raises not just eyebrows but funds – some of the money raised over telethon trumps any other salon fundraiser thanks to the efforts of Maurice Meade. Styling Celine Dion’s hair for telethon was, for Maurice, a definite highlight.
Ultimately, without clients in-salon the brand wouldn’t continue to be able to invest in education and training for hairdressers and that’s what elevates the experience for the consumer and keeps them coming back.
“Consumers know they are getting a quality service without any surprises. The more consumers that are interested in our brand, the more opportunities we create for our staff of 150 plus,” Rosemary said. “We recently took over the L’Oréal Academy, which has increased our training capabilities and inspired more people training within our company as a whole –we have a custom-made space to improve our training experience for everyone.”
Retail and in-salon product experiences with Kérastase continue to be key to the L’Oréal brand. Maurice Meade salons are experiencing double digit growth year on year with Kérastase – trumping any of the industry retail standards and climbing.
When asked how the brand continues to shine, Rosemary believes it’s the combination of the Maurice Meade brand systems and procedures and training with leading brands.
“None is good without the other, we need to drive our own strategies in business – we know the salon landscape and staff need constant training, especially on new retail. I’ve been to salons that say they are luxury and a lot of the staff aren’t properly trained on the products,” Rosemary said.
The Meades have maintained a family staff culture that has experienced some of the longest-term employees in our industry. The family is also integral to the brand’s operations with their son Seaton Meade operations Manager, and Tristan Meade, the only hairdresser in the family who continued the legacy of hairdressing from Maurice, moving into education and now general management across the entire business. Their daughter Anneika, with a career in communications, gave a heartfelt and moving speech at the event – showcasing the family’s real approach to standing the test of time and with their kids growing up in the salon the memories are effervescent and endless.
“A salon is a pretty fun place for a kid. I was there at the beginning, starting as an embryo, giving mum hell in those earliest of months, and it became the backdrop for my childhood,” said Anneika. “I shared this with my sister Tristan, who always knew she would become part of the hairdressing world, and my brother Seaton, who merged his world of TV, and grew to be part of the business too.”
Anneika fondly recalled that life in the salon when growing up meant that everyone was always really nice with a smile. There were rides up and down ramps in swivel chairs and a world with multiple babysitters where they would let you do whatever you wanted.
“From the beginning at the Subiaco salon, you walked into a world that started with my mum at the reception desk,” Anneika shared. “With a busy life outside the house, inside it was simple, hardworking and routine. My dad’s creativity was complemented by my mum’s business savvy,”
With key growth back as far as the 80s and 90s but a trajectory that is continuing through 2024, the brand is looking forward to a new salon, which is soon to be on the cards, as well as a new and improved ‘Me’ salon. Previously ‘Me by Maurice Meade' as their youthful salon diffusion business, the time for a new Me is now so expect to see a new Me salon in Claremont and fresh new Maurice Meade in Carousel very soon.
Subiaco was the first Maurice Meade salon where Rosemary used to stand at reception and hit the phones with a paper appointment book – something the brand held onto despite the advent of technology even into the 2000s. For the Meade label it has always been about making a difference for the consumer that they really notice.
“I think our training really sets us apart, it is the be all and end all of everything we do in our industry,” Maurice said, sharing that after more than three decades as a hands-on hairdresser, hair is still what inspires him daily. The brand hosted unique new talent nights for their once 70- plus strong apprentice team and continues to create opportunities to improve and grow within their own.
“I think it’s so rewarding to see our salons vibrant and thriving and see the staff executing the best service that they can give, that is what still drives us,” Maurice said. “Staying on top of the trends, our packages and our consistent Maurice Meade training with the best brands like Kérastase and L’Oréal continue to set us apart.”
All salons have a continual education approach to ensure the best service and individual up-skilling.
“With the average tenure of our team of 158 staff sitting on average at eight to ten years plus the brand relentlessly looks for new and fresh education and motivation, the days of doing the same things in education and motivation are over. It’s definitely time to look for new energy – our clients want more and so do we,” General Manager Claire Vlahov confirmed.
Furthermore, Maurice spoke of the importance of not staying still and continuing to be open to try new ways of improving the business beyond the craft and into experience at all levels.
“We like to keep our minds and hearts open to see what’s coming up and continue to innovate and inspire. I think I will still be around for a long time yet and hopefully collapse on the floor in the salon one day or on the phone to one of the salons at the end of the day,” he said.
This is something Maurice continues to do everyday, whereby each of the nine salons call through to explain the figures and talk to each of the salons staff personally.
“Some of the old traits about service and personal touch are still very important. We have modern technology but the personal touch is more important than ever,” Maurice said.
Admitting that it does feel different walking into a salon now compared to his first salons with curved desks, Laminex and hanging plants, to see the staff giving the best service that they can give, Maurice believes this is a universal trait that is undervalued in many business. Service is the most important element to their brand. Packages, pricing, people – it doesn’t sound like rocket science, yet the ingredients to the success of Maurice Meade, few have mastered consistently year on year, with many of their staff, educators and creative directors becoming part of the family over the years. It’s about recruiting new people to the fold and maintaining the traditional family values. “We are not a closed book and our staff reflect that,” Maurice said.
On challenges, while shopping centres continue to be the brand’s strength there have also been challenging periods when large centres were undergoing renovations and they had closed stores. Now, with flagship salons like Karrinyup, the silver lining is visible but, for a large salon group who once had two of their top salons closed or being renovated in large centres, times haven’t always been easy.
Claire agrees that, despite the brand’s heritage, the focus is not to rest on the success of the past but continue to focus on the future.
“Maurice Meade moving forward is all about growth. As we expand into new stores and growing our existing ones, we look to completely focus on client retention and the client experience. If we commit to brilliant service, the financial rewards continue to follow,” Claire said.
On top of general management, Claire is responsible for a lot of the HR in the business, with a solid HR background, like Maurice and Rosemary’s longstanding approach, she meets with the managers individually and weekly to review teams and targets.
“It’s definitely challenging having so many stores but the Meades are incredible, unique people who are committed to this company’s evolution,” Claire said.
A family where, at school, kids would say ‘is your dad Maurice Meade?’ from seeing him on television to their investment in television still to this day, sticking to the winning formula seems like the eminent choice.
I know for me, after almost two decades of trips to Perth, I often catch myself saying the ‘experience Maurice Meade’ sign off at the end of their campaigns, with many fond memories myself of shoots being done at their home, experiencing milestone birthdays, family homes, rising star house models and more. It’s more than just a hairdressing brand, it’s a family legacy that, for many of us in the industry, feels like home. To Maurice and Ro, a 50 year milestone should really be a thanks from us all for making us part of it.
As they say, from little things, big things grow. We are all so proud of you for what you’ve achieved. Maurice Meade has grown to bring so many people from Perth together, it has become one big family. A community.
Raise your glass and toast to true legends in our industry. Happy 50th Birthday to Maurice Meade!
For more information visit www.mauricemeade.com.au
