MAY/JUNE 12 - HBIA

CAST CULTURE-INCENTIVES-MOTIVATION
Founded in 1997, CAST is one of Australia’s leading
salons. CAST’S reputation has been built upon
technical precision, artistic flair and talent in enhancing
each client’s unique, individual look.
Under Creative Director and Founder Freda Rossidis,
CAST has been awarded more than 200 international
and Australian hairdressing awards including HBIA
Salon of the Year in 2007, 2008, and 2010. The salon
of choice for Australia’s most important red carpet
occasions including the AFI Awards and the Logies,
CAST’S work is often featured in fashion and beauty
magazines including Grazia , Madison, Marie Claire and
Noise. The CAST team also regularly works among
the world’s best at New York, London and Australian
fashion weeks.
CAST is committed to being at the forefront of the
hairdressing industry, providing a dynamic salon with
highly experienced and personable hairdressers whose
talent and passion will exceed client’s expectations –
again and again.
CAST has two salons located in inner Melbourne’s
Fitzroy North and South Yarra
Freda Rossidis, Director, CAST.
For over 20 years, Freda Rossidis has dedicated
herself to the hairdressing industry. Through excellence
and leadership Freda has built her business, Cast,
into a highly successful and respected salon that
has achieved over 200 awards both in Australia
and internationally. Forever striving for new ways to
evolve personally, creatively and technically, Freda has
directed many high-profile editorials and advertising
shoots and has become a regular participant in fashion
weeks in Australia and the US. As an educator, peer
and mentor, Freda’s contributions to the local industry
are significant, with two highly regarded salons locally
and her talents increasingly in demand internationally.
Cast’s culture is built on Honesty, respect, loyalty,
passion and commitment that goes both ways.
“I believe I have the best team I have ever worked with.
They are extremely talented, motivated, and passionate
and bring a great energy to the salon every day.”
We set realistic targets and have great incentives for
them to achieve. For example, I have offered staff trips
to New York Fashion Week and London Fashion week
to further develop their skills and get inspired.
I have introduced a four-day week, for staff members
that have been with the salon for a minimum of four
years. This means 4 longer days but gives the staff
more flexibility and three days off to themselves.
Another incentive is having Saturday’s off to help keep
staff motivated and happy.
Thank you Freda for the insight into your thoughts
and Salon. HBIA will be profiling more salons in future
editions; we hope you had some understanding of what
goes on in other salons and what you could implement
in yours!
SALON MELBOURNE 2012, KNOCKOUT
SPECTACLE OF AN EXPO!
Salon Melbourne opened its doors to Victoria on
Saturday 31st March, offering the most specular
program to a record number of visitors (up 16%
from 2011). Industry professionals, salon owners
and students filled the expo floor, which was laden
with the industries most in demand brands, newest
product launches and latest trends. The main stage
and seminar rooms continuously drew packed
crowds throughout the weekend, where visitors were
mesmerised by the crème de la crème of talent from
the industry.
Crowds gathered to witness Caterina DiBiase as she
showcased stunning looks fresh from L’Oreal
Melbourne Fashion Festival. Her Fashion Week
Translated show included the raw and edgy stitched
fish braid, a pearl encrusted ‘wet look’ up do and Alex
Perry’s long and lean flick. Caterina then took the
crowd through a 40’s inspired look that embraced a
‘Blade Runner’ edge, created by painting on gel to wet
hair. Her two toned pony with silver leafing was a stand
out along side the final reveal of her Taiwan Fashion
Week look ‘Red Queen’, which she recreated on stage
within minutes.
Caterina and the team from Heading Out Academy
brought fashion forward hairstyles to this years’
Catwalk Parades. Winter Blooms saw an edgy take
on the traditional braid with a fishbone style and
nonchalant flyaways, Gothic Romance channelled a
sleek and sexy bun finished with metallic pieces and
netting, while Enchanted Evening embraced wet look
textured hair donned with pearls.
Tag team Jules Tognini and Lauren McCowan gave
their main stage Gen Y Style crowd more than just
a taste of their modern edgy style, sharing their love
for hair, products and people. This dynamic duo is all
about breaking the rules, and encouraging stylists of
all ages to challenge themselves to push beyond the
norm. “This is our craft and experimenting is how we
really begin to get to know ourselves as stylists and
expand our skill sets”, Lauren says. In her eyes, it’s
time to ‘fearlessly experiment’, a trait these two have
no qualms showing live on stage. Jules got to work in
cutting an edgy 90’s grunge look with plenty of texture
and strong lines with an undercut. Meanwhile, Lauren
created her ‘Hairspray Queen” incorporating a slicked
back top which she dressed up into a sharp wedge
locked into place with hairspray. To finish it off she
popped a hand made hair hat in place, while Jules sent
his model down the runway with some crazy glasses
laced with long plaits.
Precision work made a come back in the highly
anticipated All About the Cut with industry heavy
weights Joey Scandizzo, Frank Apostolopoulos and
Damien Rinaldo. The sold out seminar was an
inspiration outlet on the fundamentals of hair design
and how knowing the basics will benefit both career
and client. A packed room saw the three hair stylists
working with shorter looks, simultaneously creating
edgy styles with a commercial element that could
easily be recreated in the salon for consumer use.
Master of hair Sharon Blain brought The Versailles
Collection to life in front of a captivated audience in
her expo seminar. Showing off her natural ability to
create, Sharon used hairnets to hold her sculptural
hairstyles in place, a technique that she has adapted
to dress long hair for this collection. Her four models
were dressed in lavish haute couture gowns exquisitely
designed by Australia’s Project Runway Series 3 Finalist
Craig Braybrook, a spectacular sight that had visitors in
quite a frenzy!
Kylie O’Toole and Joey Scandizzo’s Total Looks show
saw two hot trends being created in front of a packed
floor. The first was a runway pony with a severe side
part. The sleek finish was styled into 3
sections, which Joey revealed was tied with hat elastic
– his secret trick! The second look used Amazing Hair
weft extensions where Joey created a full voluminous
soft wave with a modern 70’s feel.
Joey Scandizzo Salon Team presented Trend Forecast
in a stellar main stage show, creating bang on trend
styles live for the packed audience. Military inspired
traditional barber cuts and David Beckham style made
way for men’s, while the long bob and strong simple
haircuts were the top trends for ladies. The team also
showcased two fashion forward looks including a Prada
inspired runway up style and high colour fashion work
on hair wefts.
Exhibitors were kept busy over the weekend with lots
of interested visitors including the Morroccanoil stand
was a blazing focal point on the expo floor, while
Cloud Nine constantly drew a crowd with hair demos
throughout the weekend. Visitors also enjoyed the
talents of BIBA and BIBA Academy who offered hairpampering
sessions, Gorgeous Cosmetics who created
magic with makeup, and Biosculpture painted nails in
Express @ Salon Melbourne
The Victorian doors may be closed for 2012, but keep
next year’s dates in your diary for the epic return of
Salon Melbourne in 2013 on Sunday 14th and Monday
15th April. Stay tuned on www.salonmelbourne.com.au