Business insights ENGAGEMENT Inspiration
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2019
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VEGAN CERTIFIED more than just vegan friendly...the real deal.
De Lorenzo haircare is proudly 100% vegan certified and we never test on animals We are an Australian made company with a rich history that goes back over 80 years. We won’t ever compromise on quality, using the finest botanical ingredients created in an environmentally responsible way. Being respectful of the our environmental footprint is a way of life and we are committed to our world as well as your hair. The result is ethically beautiful hair on the inside and out
From the Editor
PUBLISHED BY BHA MEDIA ABN 23142047943 41 Bridge Road, Glebe NSW 2037 Ph: 02 9660 2113 Fax: 02 9660 4419 MANAGING DIRECTOR Simon Grover EDITOR Cameron Pine cameron@intermedia.com.au ONLINE & DEPUTY EDITOR Shannon Gaitz sgaitz@intermedia.com.au BEAUTY EDITOR Michelle Ruzzene mruzzene@intermedia.com.au NATIONAL ADVERTISING MANAGER Joanne Cowan jcowan@intermedia.com.au SENIOR DESIGNERS Chris Papaspiros Leanne Hogbin DIGITAL PRODUCTION Anthony Willson REAL TALK CONFERENCE ORGANISERS Interpoint Events 41 Bridge Road, Glebe NSW 2037 P: 1300 789 845 info@interpoint.com.au www.intermedia.com.au
So here’s to keeping it real! A few months have passed since our inaugural business event and we’ve been busy collecting a summary of the best content from our guest speakers and brand partners that made it such a memorable day for the industry. Creating a profound new level of connection in the hairdressing industry, Real Talk Business 2019 has shaken up the industry’s business education offering and is looking forward to bringing you more in 2020. Held at the Ovolo in Woolloomooloo on August 5, the full day event combined powerful minds, inspirational leaders, business owners and an unparalleled opportunity to have deep and meaningful conversations beyond the everyday. Through conversations that matter, Real Talk juxtaposed networking with highpowered learning, all beneath some of the biggest names in the industry. With the honour of opening the day, I for one was very excited about the line up of talent dedicated to a mindset of stepping outside our comfort zone in the name of improving our level of true connection with our businesses. MC and retail expert Terry Hawkins officially shared her impeccable hosting opportunities for the whole day, getting the audience up and out of their chairs to interact throughoutt the day. She discussed important concepts of outlook, empathy and sincerity and the incredible power hairdressing has to change
This publication is published by BHA MEDIA Pty Ltd (the“Publisher”). Materials in this
people's lives. Dario Cotroneo, Lee Cohen, Renya Xydis, Monique McMahon,
publication have been created by a variety of different entities and, to the extent permitted by law, the Publisher accepts no liability for materials created by others.All materials should be considered protected by Australian and international intellectual property laws. Unless you are authorised by law or the copyright owner to do so, you may not copy any of the materials.The mention of a product or service, person or company in this publication does not indicate the Publisher’s endorsement. The views expressed in this publication do not necessarily represent the opinion of the Publisher, its agents, company officers or employees.Any use of the information contained in this publication is at the sole risk of the person using that information. The user should make independent enquiries as to the accuracy of the information before relying
Bridgette Burchall, Bianca Bouldon, Francesco Ruggerino and James Fitzgerald marked the further list of leading presenters in addition to a collective of 9 leaders across two conversational panels – Industry Insight and Technology. In the aim of keeping it real, this highly curated mix of guests and hairdresser involvement allowed for an insightful and motivational day like no other. When we set out to create Real Talk, our objective was to fill a room with unbranded, inspirational and authentic conversations that gave any salon in the
on that information.All express or implied terms, conditions, warranties, statements, assurances and representations in relation to the Publisher, its publications and its services are expressly excluded save for those conditions and warranties which must be implied under the laws of any State of Australia or the provisions of Division 2 of Part V of the Trade Practices Act 1974 and any statutory modification or re-enactment thereof.To the extent permitted by law, the Publisher will not be liable for any damages including special, exemplary, punitive or consequential damages (including but not
industry a new mindset for growth.. We opened hearts and minds and can’t wait to share more of the Real Talk brand with you.
Contents
limited to economic loss or loss of profit or revenue or loss of opportunity) or indirect loss or damage of any kind arising in contract, tort or otherwise, even if advised of the possibility of such loss of profits or damages.While we use our best endeavours to ensure accuracy of the materials we create, to the extent permitted by law, the Publisher excludes all liability for loss resulting from any inaccuracies or false or misleading statements that may appear in this publication. Copyright© 2019 - BHA MEDIA.
Cameron Pine, Editor
Brought to you by
4 REAL TALK
4 What you missed: Real Talk debrief
8 Emcee and guest speaker Terry Hawkins
10 Emotive Entrepreneurship: Francesco Ruggerino
12 Social Media Vanity to Metrics: James Fitzgerald
14 The Ultimate Consultation: Dario Cotroneo
16 For the Love: Monique McMahon and Renya Xydis
18 Luxury Culture: Lee Cohen 20 Edwards and Co: Industry Disruption
22 Panel: Industry Insight 24 Panel: Technology 26 Company Profile: De Lorenzo 27 Company Profile: Timely Consult App
28 Company Profile: Showpony Hair Extensions
29 Company Profile: Revlon Professional
30 Company Profile: Redken 31 Company Profile: Phorest 32 Company Profile: Matrix 33 Company Profile: Shortcuts 35 Testimonials: What the guests said.
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16 32
REAL TALK 5
Conversations That Matter
6 REAL TALK
Powerful, ambitious hairdressers, salon
relevant insights ready to be taken back to
owners, brand representatives and
salons and implemented immediately.
business people congregated at the
In a diverse day, there were an array
Ovolo, Woolloomooloo on August 5
of highlights, and attendees left with a
for the inaugural Real Talk business
notebook full of insights that spoke to
education event, witnessing a significant
them specifically. Moreover, networking
line up of speakers as they spoke to
events throughout and after the day
every important facet of the industry and
fostered that important sense of
salon management.
community that ran throughout the
In a day that covered networking and
event’s proceedings. With so many
high-powered learning, Real Talk worked
renowned and diverse names leading
with some of the biggest names in the
the proceedings, Real Talk was truly
industry to invigorate its audience and
powered by the industry, for the industry
truly create conversations that matter.
and with the industry, making it the ideal counterpart to INSTYLE and its
With so many renowned and diverse names leading the proceedings, Real Talk was truly powered by the industry, for the industry and with the industry, making it the ideal counterpart to INSTYLE and its longstanding values.
longstanding values. Real Talk spoke to the important power we all hold as hairdressers and salon owners in truly pushing ourselves, our team and our community. Constant learning, dedication and higher thought makes this industry truly one of the best in the world – and that’s worth talking about. Read on for the day’s many highlights, lessons and takeaways.
The inimitable panel of speakers across the entire day’s agenda covered everything from leadership to entrepreneurship, social media, luxury, business management, consultation and so much more, offering attendees the tools necessary to succeed in 21st century salon business. Successful salon owners, hairdressers and educators spoke from their own experience, offering true and
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REAL TALK 7
Terry Hawkins MC and retail expert Terry Hawkins officially opened the Real Talk proceedings, getting the audience up and out of their chairs to interact. Her boundless energy, clear passion and insightful questions anchored the day, as she introduced each speaker and sat down with many of them and interviewed
ranging from large national chains to a
them on stage.
multitude of independents, Terry has an
Terry is an award-winning educator, author, and formerly Australia’s most booked female speaker. Having personally
uncanny knack for the hair category and what it takes to create success. “I was pioneering in the sense that
trained thousands of hair salon retailers
words and themes that are in vogue
and stylists over the past thirty years,
today: empathy, compassion, or more
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8 REAL TALK
unfortunately referred to as ‘soft skills’;
Terry spoke about the capacity of
these were experiences I ignited in the
hairdressers to transform people’s lives,
retail training room back in the early
and discussed the skills necessary to
1990s,” Terry told INSTYLE. “Today, there’s
achieve this. She compared training and
nothing soft about them, and they are
education to long-term relationships
considered buzzwords, but to me and our
in their longevity, patience and growth
company Progress Retail, is about real,
and asked an important question for
meaningful connection.”
salon owners and managers – “What
During her opening keynote address,
do people say about you as a leader?”
she discussed these important concepts of
With this significant perspective injected
outlook, empathy and sincerity,
into the day from the first session,
before making everyone introduce
attendees moved forward with a want
themselves in a non-talkative way to truly
to really grow and learn personally and
connect. As she explained, everyone
professionally.
brings a story, and human connection
Terry’s indelible touch was a presence
needed to be a focal point of the start of
throughout the day’s entire proceedings,
the day, and the event’s entirety. “Talking
and she left the event with an important
distracts us from connecting,” she said,
message, highlighting Real Talk’s
bringing the volume in the room right
significance at the centre of community
down to promote real connection and true
and innovation as it pertains to the
sincerity, setting the tone of the entire day.
endlessly dynamic hairdressing industry.
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REAL TALK 9
Francesco Ruggerino Prema’s Francesco Ruggerino closed the day as he educated on entrepreneurship, using the benefit of his infinite experience leading international salon brand Prema,
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as well as new cool kids product line ANTI. Francesco’s expertise covered everything from leadership to internal connection and personal growth, all of which work
need to connect to our senses and really
into career success.
“be” in every situation for true long-term
Francesco began by telling the audience
success. He also attested the power
that he visualises his end goals in his
of delegation and checking your ego,
endeavours, which has allowed him
components of leadership and business
international success. He connected
management that have repercussions in
entrepreneurship to the idea of having a
personal and professionals facets of life.
vision, and explained that leadership is all
As he so aptly put it – “check yourself
about the people and not about the leader.
before you wreck yourself.”
Therefore, every conversation he has in
One of Francesco’s many important
his business he relates back to company
messages spoke of the importance of
values that gives a communal energy to
connection, explaining that people
his business. In saying that, in leadership
will buy from you if they like you, and
you have to be your most inspiring facet
showcasing how important this simple
and motivate yourself to achieve.
element of business life is.
Francesco also spoke about moving
As an entrepreneur with major
to high consciousness, opining that we
inroads in the salon, fashion and
live in autopilot much of the time and
product space and reach that stretches from Sydney’s trendiest spots to New York itself, Francesco’s insights were invaluable for attendees to take as the final session of the day. Attendees took away important education in everything from entrepreneurship, leadership, management and internal and external connectivity. A worthy finale to an affirming, motivating and inspiring day of salon business education.
10 REAL TALK
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James Fitzgerald Social media was an important focus of Real Talk, as Social Media Knowledge’s James Fitzgerald showed his expertise in this field, offering attendees insights on each channel’s algorithms, engagement and processes to improve their reach.
12 REAL TALK
Social Media Knowledge is a reliable,
Broadly, he discussed the digital
professional organisation that leads
properties of Google, Facebook and
more than 100 training courses a year,
YouTube, which lead the social media
educates business leaders, boasts
engagement of Australia. He warned
unrivalled digital expertise and prides
that Instagram engagement is down 18
itself on propelling this important skillset
per cent in 2019 due to new algorithms,
to national industries, and James’ extreme
and explained that free engagement is
knowledge in this field was apparent.
becoming more difficult to manage, with
a focus on businesses utilising constantly innovating paid opportunities. He urged salons to build up their
James’ important, highly technical session had salons keeping up with these significant notes to use this expertise
customer data to sync it to their social
in their own social media marketing. As
media lists, as Facebook can match
social media is paramount to any modern
around 60 per cent of email databases
business, and its constant evolution and
to their social network. James further
digital landscape can prove tricky to those
discussed about taking advantage of
not perennially in the know, James’ intel
pixels that can actively target returning
proved vital for salons to make the most
clients for up to six months after their
of their digital and social media output,
visit, both of which are excellent direct
and get the most out of their ad spend
ad options for small businesses. He also
to win real clients. An hour well spent
advised that businesses run ads through
learning from this social media mogul.
each network’s ad manager for efficiency. These targeted ads can be used to shift your engagement, and ensure the audience you’re reaching is relevant to your salon, and could turn into clients. James talked up email as the new free mode of social media, another method that can be used to organise the targeting of content and ads. As he suggested, “market to most and sell to a small percentage”, a mantra that should see salons change their ads and social media content depending on each targeted list and what end goals they are trying to achieve.
REAL TALK 13
Dario Cotroneo Dario Cotroneo of DCI Education was the second speaker on show as he delivered must-have intel on the art of the consultation. Dario is an award-winning, globe-trotting educator whose mentor and consultation programs are lauded
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nationally and internationally, speaking to his success in the hairdressing education field for decades. He spoke of the necessity to truly understand your client and practice
personal inhale and exhale mantra, where
deep listening to achieve that. “Deep
he inhales to clear his mind and exhales
listening will change your life,” he said.
to expel tension from his body. These
“We want to be heard so much, but
personal and physical techniques become
everyone who comes into our life is a
paramount for the vibe you set in salon
teacher, my clients are my mentors.” He
and for clients. “We have to work towards
described the three types of listening –
freedom over mind and body,” he said.
selective listening, active listening and
Dario also spoke about the negative
empathetic listening, the latter of which is
components of ego, telling the leaders in
key to client understanding and positive
the room to shine a light on it and make
relationships. He told attendees to truly
it small. He warned attendees to keep
seek to understand their clients to change
both their emotions and ego in check
their relationship.
and make the choice to change your
Dario discussed the importance his
life to act in this way. “I hold myself to a
clients hold in his life, saying that every
higher standard, if you can control your
client that comes into his salon he sees
emotions you can change your life, it’s all
as paying for his daughter’s education,
a choice,” he said.
or next holiday, or vital life component,
14 REAL TALK
laughter and chocolate. He shared his
Dario’s important session went beyond
and recognising how much value they
consultations and even beyond the salon,
hold. This value connects to the need
to appeal to attendees in their entire lives,
for excellent service and a top-tier
all of which is interconnected. By focusing
consultation to instigate that luxury.
on mind, body, understanding and
In terms of personal growth, Dario
connection, Dario showcased the ideal
lauded the value of oxytocin and how
pathways to luxury service, ideal client
to obtain it through simple things like
relationships and next level consultations.
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Renya Xydis & Monique McMahon The audience were treated to insights from the power duo that is Renya Xydis and Monique McMahon, two renowned hairdressers in the international salon and
out there and drowning you don’t have to
session community. Renya leads Valonz
be alone,” they explained. This education
and is an international fashion week
initiative tours around the country with
regular backstage, while Monique heads
special guests to spread the community
up Que Colour and Que Academy. Both
far and wide and offer an important
women are well known for their education
support system.
acumen, session skills and business
Monique and Renya also spoke about
expertise as leading members of the
their behind the scenes business intel.
Australian hairdressing community.
Importantly, they implored attendees
Fittingly, community was a major part of
to invest in their teams, as that is what
the wisdom they imparted to the audience,
makes a brand, and to give opportunities
as they talked through their innovative For
to their team members. They discussed
The Love education program, which offers
the importance of culture as it pertains
a true sharing culture and community so
to sound, smell, touch and texture in the
salon owners need not feel alone. The
salon, another vital aspect of building your
education initiative builds a world where
salon brand, as they have so successfully.
hairdressers and salon owners are able to
It was an important session for
power through the bad aspects of the job
attendees to learn from two bona fide
and rely on each other to share and build
industry influencers who have taken their
each other up through adversity. “If you’re
careers to extreme heights and could offer their insights in business, salon work and more. The fact that they are using this platform to truly help salon owners and managers talk about, share and overcome the difficulties within their career is admirable, and important concept to be shared in a forum like Real Talk. With these two industry queens leading the way, the local hairdressing community is in better hands than ever.
16 REAL TALK
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Lee Cohen The next session starred Lee Cohen, Oscar Oscar Business Development Manager, who educated on how this famous salon brand facilitates luxury. This important concept has helped build the Oscar Oscar salon family, a brand that has existed for
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three decades and boasts 20 to 30 per cent growth year on year, with locations all over Australia. With these impressive stats and an unparalleled industry reputation, Lee and the Oscar Oscar name deserved
salon brand often separates business and
rapt attention from salon owners looking
creative salon roles to truly specialise in
to achieve similar goals.
every area that make the salon top-tier.
From a luxury standpoint, Lee
As a true aspect of luxury, he spoke of
suggested asking clients to spell out their
the significance of consultations, and with
limitless hair dreams, and then scaling it
a business mindset, said that the value
back to something they could afford in
to price scale must always be balanced.
terms of money and time that still offers
Beyond the salon walls, he showed the
extreme value to your salon.
value of true care for people, and how
From clients to the business itself, Lee
leaders should teach and educate in what
showcased the significance of leadership
they know to truly make a change in their
in running a salon business, and said that
business and beyond.
salon owners and managers must make
There are many things that built the
a point of acknowledging staff members
incomparable Oscar Oscar business and
who do well. He spoke of the importance
brand, and these little elements of luxury
of front line staff members, while also
all make up that tapestry. As a singular
speaking about how the Oscar Oscar
mantra, Lee credited the communal sense of purpose felt within the team as a driving force to success, allowing Oscar Oscar to become an industry movement and iconic national stalwart. These lessons inspired from a business perspective, but also on a larger level as attendees revelled in the importance of leadership, luxury, community and culture in their own businesses – it’s no coincidence Oscar Oscar continues to soar to new heights.
18 REAL TALK
Edwards and Co PLAY
Edwards and Co is a salon name renowned throughout the country and beyond, with celebrity clients, a unique and iconic salon aesthetic, almost
important aspect to your business.
120,000 Instagram followers, a growing
The pair spoke of their passion for
education brand and increasing locations
hairdressing and the hairdressing industry
in every corner of Australia. This salon
at large from their insular roles, despite
empire continues to soar under the
not actually being hairdressers.
leadership of Jaye Edwards, and two
They also largely focused on industry
significant members of the Edwards and
disruption, from their experience within
Co family, General Manager Bridgette
the Edwards and Co juggernaut. They
Birchall and Communications Manager
explained the initial freelance model that
Bianca Boulden, took to the stage to
set the salon brand apart, which, despite
explain the history behind the brand and
not defining the brand anymore and only
how that steep ascent to success can be
representing a small part of their business,
translated for other salon managers.
disrupted the market with a unique point
The duo spoke from their extreme
of view as they were first introduced to the
business background, teaching beyond
industry. That model only lasted six months
a hairdressing perspective. With this in
until the brand became a fully-fledged
mind they spoke about the importance of
salon, but even in that time it helped them
the people between the hairdresser and
create a platform for emerging artists that
the client - the business, administrative
continues to define the brand.
and reception workers that offer an
The duo attested the importance of culture as created by facets such as social media and education in building the huge industry machine that is Edwards and Co. These facets help with visibility and, as they advised, “it doesn’t matter how talented you are if you aren’t visible.” With these important words of wisdom and examples of the brand’s incomparable experience educating attendees, they were able to gauge a new and important perspective on the salon industry and disruption at large.
20 REAL TALK
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Industry Insights Panel Following morning tea there was the
Domain, a multi-salon barbershop chain
first of two round tables, compered by
with enormous talent on board and a
INSTYLE editor Cameron Pine who invited
bona fide movement behind it, propelling
industry leaders onto the stage to share
the men’s hair industry in Australia.
their varied experiences. With decades of industry experience and a mantle of
team culture, to social media and life
business and hairdressing awards between
and business plans that are inspired
them, these inspiring women provided
by passion, risk taking and embracing
valuable and incomparable insights.
change. From a specific business
Sharlene Lee, salon owner of the
perspective, they drilled down into the
acclaimed Circles salon brand, took to
numbers of how many new clients they
the stage, renowned as a multi-award
receive a week, but from a broader
winner and salon owner to stars, with her
perspective, the panel’s insights could be
business most recently winning Salon
translated to work and life. For example,
Business of the Year at the 2019 Hair
they advocated a life and business plan,
Expo Awards, and her infectious energy
asking where you want to be in six years
a delight on stage. Sheree Knobel joined
and working back in steps from there.
the panel as well, famous for her leading
22 REAL TALK
The panel discussed everything from
Communally, they agreed that sharing
salon owner role in Bixie Colour, a social
as a community is important, and their
media savvy, blonde feature salon with
collective success seemed to be based on
over 73,000 Instagram followers, the
similar principles of a willingness to dream
enormous success of which has made
big, take risks and actively push for success
Sheree a valuable education and industry
– alongside their natural skills and talents.
commodity. Wendy Gunn of Ink for Hair
If four female legends of our industry
was another panelist, fresh from her
sharing their technical and philosophical
recent win as the International L’Oréal
views on business, life and success won’t
Professionnel Colour Trophy winner,
inspire, nothing will, and attendees went
with decades of industry experience that
onto the next phase of the day suitably
speaks for itself. Angela Sassano spoke
motivated to push themselves to these
to represent her important role in Kings
lofty heights.
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Technology Panel A technology panel, compered by
software in the way its made salon life
INSTYLE’s Jo Cowan, brought more stars
easier and set up salons and salon teams
to the stage, to talk about important
for success.
facets of a constantly evolving technology and software industry. With important
of asking for help with challenging
technological sponsors on the day such
technological aspects, and how this salon
as Phorest Salon Software, Shortcuts
sector is continuously evolving, offering
Salon Software and Consult by Timely
more opportunities for clients to find the
Appointment Booking Software, it was
salon, buy from it and interact with it,
crucial to discuss hacks, advantages and
which is crucial to salon business success.
insights into the technological side of the
Specifically, the panel dived into important
industry, as delivered by leading salon
cloud based options, and recommended
owners and managers.
salons uses accessible language in online
The panel consisted of Stevie Corthine
booking menus to help user engagement.
of Stevie English, the beloved salon owner
Clients can make a profile of what services
and industry leader renowned for his
they have had in the past to book again,
award winning creative and colour work.
streamlining the process for efficient
Also on the panel was Stevie Vincent
bookings, just another example of
of Stevie Vincent Hair Studios, with her
efficiency and positive client engagement
expertise in leading a successful, colour-
that advanced software delivers.
focused, sustainable salon in Perth, as
Personally, finding the time and
well as Glenn Tucker and Kristy Hines of
software that allows you to step away from
Element Aveda Sydney, another celebrated
your business for work life balance is also
member of the Aveda family that boasts
significant, and the panel asked when was
expert, luxury service. Rounding out
the appropriate time to switch off, when is
the panel was Brodie-Lee Tsiknaris of
the appropriate time to be accessing work
Rokstar Hair, a prolific business woman,
technology and how software can be used
hairdresser, creative artist and ambassador
to create this very definitive switch?
whose work is renowned with major big name brands across the country. The panel discussed the importance of
24 REAL TALK
They talked about the importance
Hearing about pertinent modern issues from some of the country’s most renowned salon business experts was a
software, with consultations, bookings
favourite session for attendees, who left
and the many other ways it had improved
the event looking to harness the most out
and streamlined the salon world. The
of their technology for the good of their
panel lauded the advancement of salon
salon, career and personal life.
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De Lorenzo Being respectful of our environmental footprint is a way of life at De Lorenzo and the brand are committed to our world as well as our hair. Being Vegan is something they believed in from the brand’s inception over 30 years ago, long before most were aware of its importance. De Lorenzo products are vegan certified and accredited by Choose Cruelty
clients. Their strong team of experts
Free (CCF), using plant-based and
based at brand headquarters in
certified organic ingredients that are
Sydney dedicate themselves
sustainably farmed and wild harvested
to creating ethical products
wherever possible.
through a combination of
Today the family run business remains 100 per cent Australian made and owned and the family spirit is
passion, pioneering and uncompromising values. Their products are infused
alive and well within the brand’s heart
with aromatic botanical
and the hearts of De Lorenzo salon
oils and native plants such
“Our strong team of experts based at our headquarters in Sydney dedicate themselves to creating ethical products through a combination of passion, pioneering and uncompromising values.” PLAY
as Wattle Seed, Kakadu Plum and protein complexes, all balanced to well suit the Australian climate and conditions. De Lorenzo's commitment to the sustainability of our planet means that they have never tested any of our products on animals. You too can give your clients ethically beautiful hair on the inside and out. www.delorenzo.com.au
26 REAL TALK
Timely Consult App Timely Salon and Spa Software have
your clients are and the tone of voice and
re-launched their free Consult iOS
image you want to portray.
app that turns your paper consultation
Consult offers expert and industry
forms to digital for optimal storage. This
templates for consultations and patch-
streamlines your business processes,
testing, or you can create your own forms
protects your files and caters to your
based on the questions you need to cover
clients for the ultimate salon experience,
in your business. Again, it’s a great idea to
all in one. Users don’t need to be Timely
personalise the questions to fit with your
users to download and use the clever
business’ brand and personality
app, allowing for a universal industry tool
Streamline your record keeping
and experience.
Consult automatically connects to
“Whether its intakes, consultations,
Timely so you can upload your completed
waivers, patch testing and more, forms are a crucial part of your business,” the brand said. “Manually
“Setting up a client intake form is an important part of your business. Consider it like your website, or social media pages.”
entering data from printed forms can often mean mistakes are
forms against your client records and
made, costing you more time and energy
have everything in one place. You can also
in the long run.”
access completed forms and check your
The app makes this a thing of the past, as handily solved by a futuristic gadget, offering salons secure, customizable
client info anytime from their client record inside Timely. If you aren’t a Timely user, you can send
digital forms that are both efficient and
the completed forms to your email or save
professional. The forms are based on
to a location of your choice.
industry standard templates, and salons can even design their own for a tailored salon method. Setting up a client intake form is an
Provide a consistent experience Providing a consistent experience across
important part of your business. Consider it
your business can be time-consuming and
like your website, or social media pages – as
involve a lot of training. Consult allows you
it’s often the first impression clients will get
to create your business templates and share
of your business. It needs to be professional,
them with your team so you’re all working
user-friendly, and provide you with the right
with the same forms. As the business owner,
information you need to get started.
you can decide who has edit access and
With Consult you can customize the
you can build a library of templates that are
questions for your business; think about
tailored to your business.
what questions are really important, who
www.gettimely.com
REAL TALK 27
Showpony Professional In 2008, Stephanie set about designing her professional range of hair extension products and education programs to give salon clients their ‘dream hair’. The brand’s success is not only built on the unwavering focus of providing the highest quality products, but dedication to specialised education in safe application methods and expert Showpony Professional is Australia’s
customer service is what sets them apart.
premier hair extensions company. At
The diverse product range includes
the forefront of hair trends and fashion,
100 per cent human hair in Clip In hair
Showpony is recognised for outstanding
extensions, Tape, Mini Micro Bead, Micro
quality products and innovation. Used
Bead Weft, Sew in Weft, Skin Weft and a
and loved by celebrities, fashion icons and celebrity hairstylists, Showpony has
With her family involved in wig manufacturing, Stephanie knew that by using the same premium wig supplier, she could produce a hair extension range that could ensure quality and consistency.
successfully positioned itself as a leading luxury hair
Haircare range designed specifically for
extensions brand, renowned globally.
hair extensions.
Showpony is the brainchild of Founder and Managing Director, Stephanie
to become the first environmentally
Mason. When the brand launched,
packaged hair extension brand globally.
Stephanie was acutely aware of the
This new packaging will allow Showpony
lack of quality hair extension products
80 per cent reduction in total plastics
available in the industry. With her
used on hair extension products, using
family involved in wig manufacturing,
only 100 per cent recycled plastic
Stephanie knew that by using the
material in their haircare line. Australia
same premium wig supplier, she could
will see this new packaging concept land
produce a hair extension range that
in early 2020.
could ensure quality and consistency.
28 REAL TALK
In 2019, the brands focus has been
www.showponyaus.com.au
Revlon Professional PLAY
Revlon Professional builds relationships with stylists, offering them the tools and training you need to elevate your creativity and take your
constantly redefine their style and embraces the
business to places you never thought possible.
evolution of the modern woman. To create boldly.
Revlon Professional is the choice for stylists who
To live boldly!
understand that every woman is unique. The
Revlon Professional's position in the Australian
heartfelt brand inspires hairdressers to design looks
market has seen them collaborate with designers
as individual as their clients, in a world in which the
such a Stephen Khalil and Thurley, in addition to
concept of beauty is infinite and exciting.
being brand partners with Harley-Davidson under
The brand believes we are living in a new era of empowerment in which women are redefining
the banner of American Crew. Revlon Professional products continue to
the concept of what individuality and thus hair
innovate, drive business development and
trends are transforming hair into collections of
cultivate true relationships with salons, so that
personalised and bespoke looks created for each
they, in turn, can deliver something truly special to
client’s unique needs. Revlon Professional, as part
their clients, every salon visit.
of this revolution, brings innovative products to professionals and women who set bold goals,
Recently launched, Revlon Professional’s new Magn±t™ technology covers both in-salon and retail offerings, and its in-salon capabilities complement any product manufacturer in the name of total hair health and protection. That means, whichever product line and brand you are affiliated with, Magn±t™, fits seamlessly into your salon menu as a modern salon must-have. The Magn±t™ technology acts as a comprehensive answer to environmental damage as it subtly and silently damages hair. A major concern for salons is pollution’s negative implications for the colouring process, which makes it more difficult for hairdressers to predict the final colour in a service. Therefore, Magn±t™ is the answer to true colour expression and hair integrity. Revlon Professional are protecting vibrant hair colour in the battle against overall pollution, fighting against external aggressors as they negatively impact colour precision, vibrancy and condition. www.revlonprofessional.com REAL TALK 29
Redken 5th Avenue NYC Redken 5th Avenue NYC is a professional haircare,
Their latest innovations are Colour Gel
hair colour and styling brand dedicated to providing
Lacquers, a low ammonia liquid colour
inspiring education, ground-breaking products as
solution, perfectly matched to their Shades
well as unparalleled creativity for clients and stylists
EQ Gloss!
alike. With a backstage presence at Fashion Week
Redken’s leading team of Hair Artists
in New York, London, Milan and Paris, Redken
include Richard Kavanagh, Sheree Knobel,
has become a leader in backstage beauty,
Ben Martin, Marie Cain, Philip Barwick,
creating the runway looks for the industry’s
Dimitri Papas, Justin Pace, Rachel Busby,
most prestigious designers including Givenchy,
Kristy Hodgson and Anthony Staltari.
Valentino, Dior, Versace, Prada, Marc Jacobs
Together, these industry legends lead a tribe
and Coach among others. Locally, Redken
of dedicated Redken advocates, across the
was the official MBFWA hair partner for
colour, care and styling portfolio.
10 consecutive years. They continue to
www.redken.com.au
collaborate directly with leading designers, such as Aje, Bec & Bridge, Christpher Esber, Acler, We are Kindred and more. Redken is stocked in over 1000 salons across the country, across their highly coveted colour, haircare and styling portfolios. They are the #1 most talked about professional hair brand in the Australian market, with widespread presence across social media, print and online. The Redken colour portfolio is famous for its Shades EQ Gloss, the colour that thinks it’s a conditioner. This 30-year-old formula is the world’s #1 demi permanent colour, and is renowned for its quality and consistency in toning hair whilst adding gloss and shine. Redken’s lightening solutions are equally as reputable, including flash lift, blonde glam and blonde idol, which are paired with bonding treatments to maintain hair health and longevity. Further, Redken offers Patented Oil Delivery System and Ammonia free Chromatics permanent colour.
30 REAL TALK
PLAY
Phorest They say if you build a forest the wildlife will
and Google, eliminating the need for salons
come, but in this case its build a software
to do repost any reviews themselves.”
solution in one simple to digest package and
There no denying that there are some
the salons will grow. The Irish genius behind
amazing salons with great clients and average
the brand, Ronan Perceival developed the idea
salons down the road can have better reviews.
after working in a salon – so it’s been built from
“We take that offline reputation of the salon’s
the ground up by someone who knows the
we work with and take it online.” Even if only
challenges salon’s face every day.
30 per cent of customers leave a review in a
A significant advantage with Phorest is that its cloud based. “Everything we do with media, marketing, social is all cloud based too which makes it a lot easier to manage. “It’s all integrated and built in. We’ve always been able to do
couple of months, with Phorest you will have 100s of reviews. “If you’re a good salon we essentially make you look even better with Phorest.” From data that recognises client activity and
marketing tools at a higher level as a result,”
whether a client isn’t coming back anymore
Ronan said.
and texts them, after before to a system that
Phorest affords all of their salon clients a
is slanted towards the stylists needs and is far
branded mobile app. While many businesses
from just ‘computer generated’ functionality
don’t use apps because of their lack of
that every other salon is using, Phorest works
customisation, Phorest gives you a fully brand
really well for any size salon by understanding
app with all the functionality a salon needs.
that the salon’s true potential lies in the
Good marketing of late is all about owning your own channel and Phorest are experts
quality conversations with clients. Understanding that you can’t reduce a
at maximising marketing communication to increase your
“We take that offline reputation of the salon’s we work with and take it online.”
client visits. “We don’t want to have a Phorest app because we’re about
salary or colour price by 20 per cent but
the salon owning their clients. Our mission
you can reduce product wastage costs,
is timeless and it has always had a lot to do
Phorest is focused on optimising
with text but our focus is to do new things
salon performance.
that improve online recognition for salon, instantly linking 5 star reviews to Facebook
For more information visit www.phorest.com
PLAY
REAL TALK 31
PLAY
Matrix Matrix is a leading professional US haircare and hair colour company, present in over 57 countries. Since the brands inception in 1980, their vision remains solid: to build and unite the largest and best educated global community of hairdressers, fuelled by expressive inspiration, uncomplicated products and
SOCOLOR, Color Sync, Gloss Sync,
services for all.
Logics, LightMaster, V-Light, Vavoom,
Matrix was founded in 1980 by the American husband and wife hairdressing team, Arnie and Sydell Miller. Before he founded Matrix, Mr. Miller was a
COLORGRAPHICS, Opti.Collection, Opti. Effects, Opti.Smooth and Style Wave. Key Matrix moments in Australia include the Matrix Collective, Playground and
hairdresser for over 20 years. The Millers wanted to provide hairdressers with
Matrix was founded in 1980 by the American husband and wife hairdressing team, Arnie and Sydell Miller.
a comprehensive range of products that would help them grow
Destination, where hair industry leaders
their businesses and provide the means
and learners come together to celebrate,
to take full advantage of their talent and
showcase their expertise, inspire, create,
creativity.
network, educate and upskill.
Now, over two decades later, the Millers’ original ideas still stand strong, and Matrix
Artists include Adam Ciaccia, Stevie
is committed to the development of the
English, Kobi Bokshish, Mat Johnson,
salon professional, offering a wide range
Kim Astropalitis, Anton Steele, Megan
of haircare, haircolor and texturizing
Panozzo, Nicole Dwight, Marie Ricupito,
products including: Biolage, Oil
Tarik Jarsevik, Sam James.
Wonders, Total Results, COLORINSIDER,
32 REAL TALK
Their leading team of Australian Hair
www.matrix.com
Shortcuts The Shortcuts journey began way back in 1994, the brainchild of salon owner Joanna Burgess, who joined
advantage of touch-screen technology,
forces with two forward-thinking software
which was brand new at the time.
developers to create what has become
Fast forward a few years, and they have
one of the most powerful hair and beauty
stayed true to our vision, all the while
software solutions on the market.
adapting to the latest tech trends. We
Back then, paper appointment books
were the first to create text messages
were the norm, marketing meant little
that sync with your Appointment Book.
more than running ads in the local
The brand were innovators with their set
paper, the Internet still seemed a little
and forget Marketing feature, which so
bit sci-fi, and Facebook was more than
many businesses can’t live without. More
a decade away.
recently, we led the way with our Mobile
But from day one, their mission was clear: to create an easy-to-use software
Guest App and Google My Business. Shortcuts are the only Australian
system to help creative types and savvy
salon software company offering
business owners alike do better business,
Reserve with Google, which they will
without having to sacrifice their work/life
set up for you as part of your Google
balance, and which would improve their
My Business profile.
profits at the same time. Shortcuts was the first salon software
Why Google My Business?
designed specifically for Windows
Your clients are hungry for local
(anyone remember those clunky old DOS
information. If they’re looking for
systems?), and was also the first to take
somewhere to get a haircut, what do you
An innovator from the get-go,
think their first move is? Yup, they’ll jump online and search for “hair salon”. Google will give them a bunch of suggestions for salons in their area. Do you want to be one of them? Yeah you do! By claiming your Google My Business listing and optimising it with keywords your clients are likely to be searching, you have a better chance of being front and centre online. www.shortcuts.com.au
REAL TALK 33
Testimonials: “I wanted to congratulate INSTYLE for the
The sessions allowed us to reflect on
amazing job you did with Real Talk. It is an
our own communication, strategies,
enormous effort to congregate brands,
values and branding and our place in
clients, educators, speakers, international
the industry. Thanks for putting this
guests… to a full day as the one that we
event on. You must be very proud.”
have yesterday. From organization, sound,
Sandy Chong, The AHC (Australian
food, quality of speakers, panels. It was
Hairdressing Council)
all fantastic. I took a lot of things away for my personal and professional life and I am sure it is only the beginning of
“I took a lot of things away for my personal and professional life and I am sure it is only the beginning of many more to come,”
many more to come,” Cristobal
“A huge thank you for all the support
De La Rubia, Revlon Professional.
of For the Love Of. The format of the session, calibre of speakers and not to
“Congratulations on this amazing industry
mention the guests was brilliant.” Karina
achievement. All feedback on the event
Parry, Que Colour.
has been fantastic. It really was a lovely day.” Elizabeth Sweet De Lorenzo
“We loved the day and absolutely loved all the knowledge and help it provided
“Yesterday was so good for us as a salon
us,” Brigitte, Gillian Adams Salon
brand to be part of – you should be very
and Spa.
proud.” Bridgette Burchall, Edwards
and Co.
“The Real Talk event was absolutely brilliant. I hope we have more of this next
“Congratulations on a fabulous
year. You should be very proud of such a
event yesterday. Lots of wonderful
great day for the industry I have had so
speakers with a lot of information
much overwhelmingly positive feedback.”
and inspiration to take back to the
Sharlene Lee, Circles of Hair.
business and implement immediately.
34 REAL TALK
realtalkbusiness.com.au PLAY
“If you guys are holding this again this next year for everyone watching this – your future self will thank you for it.” Dario Cotroneo
REAL TALK 35
Creating Conversations that Matter
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