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educa tion
Together. A passion for hair
Seminar Programme 2012

Contents
04 What is Essential Education?
Stimulating creativity, expanding your skills and
allowing us to see different perspectives, education is
essential to our future
06 National Education
Content specif cally developed to meet local needs,
plugging you into teaching of the highest professional
standard
08
08 ASK Academy, London
Championing professional excellence, shaping and
inspiring future generations of hairdressing talent;
ASK Education Academies are beacons of creativity
across the world
09 ASK - the professionals
Introducing your local motivational educators
10 National Ambassadors
Providing our partners with educators unrivalled in
their expertise and hairdressing credentials
12 National Technical Seminars
From essential cutting skills to creative colouring
techniques, each of our seminars distils our global
experience in the hairdressing industry
36
22 National Business Seminars
Translating our theory into your success, our
Business Seminars allow you to maximise your
salon’s potential
26 International Education
Providing a mix of the practical, theoretical and
inspirational our International Events showcase
stunning global locations and deliver a series of
sensational experiences
28 International Ambassadors
Meet the inspirational and visionary teams behind
our International Seminars
31 Essential Looks World Tour
Celebrating a passion for hair, for fashion and
for the future, the EL World Tour is the place to
get connected; with the trends, the hairdressing
community and your own creativity
32 International Seminars
Keep up-to-date with exciting insights and the advice
you need on both technical and business skills
34 ASK Education
ASK Education for Hairdressers online offers
technical, product, business and seminar information
anywhere, anytime
36 ASK Essential Skills
Get the Essential Skills you need to create this
season’s Essential Looks
38 Booking Information
All the information you need to book your
inspirational session
39 Seminar Calendar
Our 2012 seminar schedule at a glance
31

EDUCATION IS ESSENTIAL TO
OUR FUTURE - IT STIMULATES
CREATIVITY, PROMOTES NEW IDEAS
AND ALLOWS US TO SEE DIFFERENT
PERSPECTIVES
WE ALL NEED EDUCATION
What is
Essential Education?
At ASK Education for Hairdressers we’ve
designed a holistic programme that combines
all the benef ts of online content, live events
and in-salon support.
We are proud to share our knowledge online
and in person; with unlimited access
to detailed product know-how, the latest
information on seminars, everything technical
you need to know about hair and advice on
the business of running a salon, accompanied
by informative and motivational seminars
held locally and globally. With a streamlined
structure, stimulating interactive content,
ground-breaking seminars and f exible access,
we’ve evolved the whole operation into a new
benchmark in global Essential Education.
So, whatever your experience, you’ll f nd real
inspiration, expert advice, practical forums
and a host of new ways to enhance your
professional skills so you can map out a career
of continued growth and success.

National Education
United Kingdom
Our National Seminars
offer a comprehensive
range of exciting events

Each one is led by one of our outstanding
educators, all of whom are closely in touch with
current trends.
Content is specif cally developed exactly to meet
local needs, giving you the reassurance that
you are plugging into teaching of the highest
professional standard.
Spearheaded by our National Ambassadors,
handpicked for their ability to inspire and
motivate, our National Seminars are held across
our ASK Education Academies, partner salons
and other inspiring training locations.
From essential cutting skills to creative colouring
techniques, each seminar distils our extensive
global experience in the hairdressing industry and
delivers it direct to you at a local level.

ASK Academy
London
In the heart of London’s West End, the
Schwarzkopf ASK Academy seems to draw
energy from the vibrancy of the bustling
shopping zones of Bond Street and Oxford
Street, blended with the chic taste of nearby
Mayfair. Imaginatively designed to present airy
classrooms and calm, uncluttered workspaces,
the Academy is remarkable for its prestigious
appearance yet intimate vibe.
An inspirational environment for anyone
motivated to expand their skills base and f re
up their passion for hairdressing, here you
will be enfolded in a world where friendly
professional support is the signature style.

ASK
- the professionals
Our Schwarzkopf ASK Advisor Teams all over
the world assure you of a unique training system
under the title of ASK Education. We are proud to
be the f rst international company offering global
standard Essential Educational materials via
every highly-skilled ASK trainer.
ASK training programmes are created by
world experts; a creative attitude combined
with essential skills and knowledge creates
great hairdressers - maximising your ability to
deliver the very best creative cutting, colouring,
forming and f nishing services to an increasingly
demanding, trend conscious clientele. If you
have a question... just ASK!

National Ambassadors
United Kingdom
We set the bar high
for our Ambassadors
Charlie Taylor
Charlie Taylor Hair Health
and Beauty
Charlie Taylor is a past holder of the Scottish
Hairdresser of the Year title and as three time winner
became the third woman to be entered into the
British Hairdressing Hall of Fame. Her outstanding
reputation as an expert professional educator in
cutting and styling means that her presence is
frequently demanded for shows and seminars around
the globe. Charlie’s innate passion for education
shines through at every event where she revels in
sharing the skills, techniques and experience she has
gathered over a career spanning 30 years.
Anita Cox McMillan
Cox McMillan Salons
With a clutch of successful London salons and an
outstanding reputation as an international colour
expert, Anita Cox McMillan brings great strength to
her Ambassador role. Anita was the f rst person to
be crowned Schwarzkopf Colourist of the Year and
her extensive talents and vision in colour trends and
styling give her a high prof le perspective on the skills
required to thrive in our industry. An accomplished
educator and a high energy advocate of professional
colour, Anita leads her team with focus and f air.
Mahogany
Creative Team
Whether you are looking for classic cutting or
advanced creative techniques, the Mahogany
Creative Team will deliver a fantastic understanding
of how to convert all cutting and colouring methods
onto the salon f oor. Neil Atkinson, Colin Greanery
and Anthony Licata are the power guru’s behind this
award winning salon group. Recognised nationally
and internationally, the Mahogany Creative team are
def nitely one to watch.
Outstanding professional credentials are obviously a must
but each one must have proven their skills in their specialist
area and have an in-depth understanding of the local market.
This means that we can be sure our partners will be led
by handpicked educators of unrivalled expertise, who can
motivate and inspire in equal measure.
Suzi McGill
Rainbow Room International
Suzie is the leading member of Rainbow Room
International’s Artistic Team. Suzie has been
awarded the acclaimed Scottish Hairdresser of
the Year 2011 after successfully f nalising for the
title on eight occasions. Suzie’s career has gone
from strength to strength over the years and she is
regarded as one of the most talented hairdressers
within the country and is regularly featured in hair
consumer and trade publications offering her expert
advice on trends and education.
Steven Goldsworthy
Goldsworthy’s
Steven is a hugely visible and active member of
the UK hairdressing industry with a salon business
that continues to thrive through three generations.
Goldsworthy’s has held the title of Schwarzkopf
South West Hairdresser of the Year, no less than
5 times and Steven continues to f y the f ag for
his brand in expert education, service and style.
He is a truly engaging educator, drawing on an
enormous wealth of knowledge and experience which
allows him to tackle the needs of any professional
audiences’ needs with conf dence and ease.

Andy Smith
John Carne
Andy is an experienced Art Director with a wealth
of experience in international shoots, shows and
seminars. He guides the expertise and creative
growth of his growing salon team and seminar
audience’s and frequently draws inspiration from
his work backstage at London Fashion Week. Andy
is a notable session stylist with his editorial work
appearing in landmark publications such as Vogue,
Marie Claire, Glamour and Cosmopolitan. He is gifted
at using styling products to create versatile and eyecatching
looks for modern life.
Adrian Allen
Adrian Allen Addicted
Adrian Allen’s approach to bespoke cut and colour
is loved by his clients and his seminar audiences.
His work is both precise and adaptable, relying on
suitability and face structure to dictate a creative cut
and colour journey for every client. His photographic
work has appeared in Elle, Marie Claire and Passion
magazine to name but a few and he is a three time
Finalist in the Schwarzkopf British Hairdressing
Awards. Adrian’s pragmatic approach and deep
product knowledge gives his audiences direct access
to real, usable technique.
Louis Byrne
Easton Regal
Louis came early to the world of hairdressing, driven
by a burning desire to learn the craft. The intervening
years have seen him rise through the ranks to Art
Director and a title of London Hairdresser of the
Year, before forging a focused career as a session
stylist. Louis can list names such as Agnes Deyn
and Dita Von Teese among his fans and his work is
now regularly featured in prestigious publications, iD
among them. He understands the specialist needs of
the session styling world and shares his experience
and skill with poise and passion.

National Technical
Seminars
Schwarzkopf
World of Colour
Explore the full potential of Schwarzkopf’s
comprehensive colour systems with this all
embracing course. Designed to increase and
deepen your understanding of colour and elevate
your knowledge of Schwarzkopf’s colour ranges
to a whole new level; this course includes our
premium colour range, Igora Royal, our multi
blonde lift tonal system, Blonde Me and our popular
natural colouring system, Essensity. Your new
found conf dence in every aspect of shade choice
will liberate you to create gorgeous results.
Method
Theory and practical workshop
Target group
New Users to Schwarzkopf
Duration
2 days / 1 day
Location
London, Glasgow, Belfast, Portlaoise, Cork
Investment
£160/ £80/€180
Dates
London
6th – 7th February
16th – 17th July
12th – 13th November
Glasgow
21st March
17th September
Belfast
12th – 13th March
10th – 11th September
Portlaoise
20th – 21st February
24th – 25th September
Cork
27th – 28th February
10th – 11th September

Colour
Correction
Expertise in colour correction is a marketable
skill that will enhance your reputation and
create a devoted client following. Transforming
a client with an existing colour requires a great
level of skill and knowledge. This in-depth
course explores the key role that consultation
and diagnosis play and then shares real
solutions during demonstrations and handson
workshops that cover all aspects of colour
removal, tonal change and restoration.
Method
Theory and practical workshop
Target group
Sr. Colourist
Duration
2 days/ 1 day
Location
London, Glasgow, Belfast, Portlaoise, Cork
Investment
£200/ £100/ €230
Dates
London
28th – 29th May
10th – 11th September
Glasgow
18th June
Belfast
23rd – 24th April
3rd – 4th September
Portlaoise
22nd – 23rd October
Cork
28th – 29th May
8th – 9th October
Concept
Colour
Colour is one of the richest artistic mediums
in our industry – harnessing light, shade,
tone, texture and dimension; the possibilities
are almost endless. This one day intensive
course gives you direct access to a visionary
Schwarzkopf guest artist, yielding a rare
opportunity to step outside the intrinsic
boundaries of commercial salon work and
let your inner artist run free. Inspirational
demonstrations and guided work sessions will
shift your colour compass to a more rewarding
heading and help you discover new worlds
within this thrilling medium.
Method
Demonstration and practical workshop
Target group
Sr. Stylist, least 3 years salon f oor experience.
Duration
1 day
Location
London, Belfast, Portlaoise, Cork
Investment
£250/ €275
Dates
London
20th March
25th June
15th October
Belfast
14th May
Portlaoise
19th November
Cork
16th July

Colour Master
Class
The Schwarzkopf Colour Master class represents a
gold standard in colour education with an innovative
delivery method. Each learning unit dedicated to
teaching you total colour comprehension; from the
philosophy of colour, interpretation, selection through
to advanced methods and application. The focus
of this course is not only on classroom learning
but also practical hands-on experience, giving you
the opportunity to be coached and guided by our
experts. For stylists and technicians of colour, this
course will be career transforming. To reap the best
possible rewards from this course a minimum salon
experience level of 4 years is recommended.
Method
Theory, demonstration, group work and
practical workshop
Target group
Technical trainers, Experienced colourists
Duration
8 days
Location
London, Belfast, Portlaoise, Liverpool
Investment
£1200/€1350
Dates
London Course 1
30th – 31st January
27th – 28th February
27th – 28th March
23rd – 24th April
London Course 2
1st – 2nd May
29th – 30th May
25th – 26th June
23rd – 24th July
London Course 3
7th – 8th August
4th – 5th September
22nd – 23rd October
19th – 20th November
Belfast Course 1
24th – 25th September
22nd – 23rd October
12th – 13th November
3rd – 4th December
Portlaoise Course 1
16th – 17th April
21st – 22nd May
11th – 12th June
16th – 17th July
Liverpool Course 1
26th – 27th March
30th April – 1st May
28th – 29th May
25th – 26th June

Advanced
Master Class
This incomparable course brings the classroom
walls tumbling down and takes colour on
a real life journey, connecting your artistry
with essential skills that will grow your colour
business and truly position you as the expert
you are. Graduates of the Colour Master
Class can spend four fabulous days with the
specialists gifted in identifying trends, creating
image collections and imparting a colour
vocabulary that will excite and inspire your
clients and salon peers. The course includes
off-site work, studio time, workshops and
classroom time that will challenge your thinking
and sharpen your focus.
Method
Theory, off site-tour, classroom workshop, studio
Target group
Colour Master Class Achievers
Duration
4 days
Location
London
Investment
£1300
Dates
London
1st – 4th October
ASK Essential Skills:
Cut and Colour
This course focuses on strengthening and
perfecting basic cut and colour skills and
allows newcomers and career returners to
immerse themselves in eight days of essential
education. Demonstrations, guided work
sessions and conf dence building tuition will
provide the best place from which to launch a
solid career. This course also looks at creating
the perfect f nish and introduces the full ranges
of Schwarzkopf Professional styling products.
Method
Theory, demonstration and practical workshop
Target group
Jr. Stylist/ Stylist
Duration
8 days
Location
London, Belfast, Glasgow
Investment
£725
Dates
London
25th – 26th June
30th – 31st July
3rd – 4th September
22nd – 23rd October
Belfast
21st – 22nd May
18th – 19th June
17th – 18th September
15th – 16th October
Glasgow
11th – 12th June
9th – 10th July
6th – 7th August
3rd – 4th September

National Technical
Seminars
Precision
Cutting
Taking the leap from traditional work into creative
hairdressing can be challenging. Enhancing
your skills with the latest techniques you will see
your conf dence grow as you create the perfect
graduation, disconnection and precise layering to
add to your artistic f air. Our expert educators will
provide real skill transfer and guidance to assist
you as you take the next step in your career.
Method
Demonstration and practical workshop
Target group
Stylist, Jr. Stylist (who have completed
ASK Essential Skills)
Duration
3 days/ 1 day
Location
London, Belfast
Investment
£360/ £130
Dates
London
26th – 28th March
29th – 31st October
Belfast
30th July

Cut2Shape:
Osis Reloaded
Expressing your creativity and finding your
own personal cutting style demands a new
level of knowledge, skill and confidence. All
of these things can be found in this course,
designed to explore the very latest cutting
and finishing techniques to create modern
and inspired results. Osis is the ideal range
to unite with contemporary creativity, leaving
every head finished to bespoke perfection.
Method
Product theory, demonstration and
practical workshop
Target group
Stylist/ Sr. Stylist
Duration
1 day
Location
London, Glasgow
Investment
£160
Dates
London
30th April
10th September
Glasgow
15th October
Salon Creative
with Mahogany
Shape, balance, precision cutting, show
stopping colour and commercial focus with a
modern edge is what’s on offer with the two
day Salon Creative course with Mahogany.
The quality of technique and attention to
detail is assured with an experienced and
gifted Mahogany educator, sharing the same
strength of skill taught in their highly regarded
salon group.
Method
Theory, demonstration and practical workshop
Target group
Jr. Stylist, Stylist
Duration
2 days
Location
London, Belfast
Investment
£450
Dates
London
16th – 17th April
5th – 6th November
Belfast
28th – 29th May

National Technical
Seminars
[3D]MEN
Bringing focus to modern men’s hairdressing
through detailed demonstrations and practical work
sessions, this course delivers all the techniques
required to captivate the imagination of your male
customers. Classic barbering techniques such as
scissor-over-comb and clipper work is twinned
with fashion applications for more advanced
cutting skills before centring on [3D]MEN colour
work. Men’s hairdressing is a not-to-be-missed
commercial opportunity that should be a part of
every salons repertoire.
Method
Demonstration and practical workshop
Target group
Stylist novice to men’s hair
Duration
2 days
Location
London, Belfast
Investment
£250
Dates
London
21st – 22nd May
22nd – 23rd October
Belfast
25th – 26th June

Artistic License
Essential Looks is Schwarzkopf’s take on the
very looks that are enjoying a fabulous fashion
moment. This course connects you with a
gifted guest artist that will translate Essential
Looks trends into technique and skill; inspiring
you to hone your talents and use your newly
found knowledge to f nd your own trend driven
creative voice in your work.
Method
Demonstration and practical workshop
Target group
Sr. Stylist
Duration
1 day
Location
London
Investment
£200
Dates
London
13th Feb
9th July
5th November
Foundation
Long Hair
Designed to illustrate both classic hair-up
techniques our experts will demonstrate artistic
and commercial long hair looks that will have
creative interest and client appeal. This course
will raise your comfort levels with long hair
while delivering real techniques. One day with
our motivating expert will change your view of
long hair, transforming it from an unwelcome
challenge into a world of creative possibilities.
Method
Demonstration and practical workshop
(mannequin heads)
Target group
Novice to long hair styling
Duration
1 day
Location
London
Investment
£160
Dates
London
2nd April
3rd September

National Technical
Seminars
Bridal Hair
Wear
Bridal Hair can be challenging, but getting it right on
the big day is very rewarding. From the consultation
stage to the day itself, it demands a unique set of
skills, planning and communication. Learn how
to deliver some stunning looks for wedding hair
and increase your salon prof t with this lucrative
bespoke service.
Method
Demonstration and practical workshop
(mannequin heads)
Target group
Stylists/ Sr. Stylist
Duration
1 day
Location
London
Investment
£180
Dates
London
11th June
1st October

Session
Hair
The raref ed world of session hairdressing is
revealed in this one day course that delves
into the skillset required for successful
backstage and photographic work. From
interpreting briefs and envisioning creative
themes and concepts through to execution
and exploration of a toolbox of dressing and
session techniques, this is a course that
delivers unparalleled insight and advice on
strong session work.
Method
Demonstration and practical workshop
(mannequin heads)
Target group
Sr. Stylist wanting to get into session styling
or photographic work
Duration
1 day
Location
London, Glasgow
Investment
£180
Dates
London
17th September
Glasgow
16th April
Paint
Box
Make-up is the puzzle piece that can complete
the full vision you have for the looks you
create. This two day workshop allows you
to discover the fundamental principles and
practice of unforgettable make-up plus apply
your inherent creative skills, so that you can
work with conf dence to complete a total look.
Method
Demonstration and practical workshop
Target group
Complete salon team
Duration
2 days
Location
London
Investment
£160
Dates
London
21st – 22nd May

National Business
Seminars
You’ve got a head for hair,
now get a head for business!
Available as a course or individually, these
six seminars are designed to give you the
knowledge and skill set to grow your salon
business with complete conf dence.
Delivered by accomplished hairdresser and
entrepreneur Antony Whitaker, enjoy the
opportunity of personal support to overcome
any challenges, and discover the solutions
you need to fulf l your salon’s potential. By
answering questions such as how to increase
team productivity, how to best manage f nances
in diff cult times, and how to run a salon more
eff ciently, our personal approach puts your
needs in focus.
Our online resources also give you 24/7
access to salon-specif c solutions, articles and
calculation tools so you have a quick reference
whenever you need business advice, as well
as free downloads including useful templates,
practical guides and salon checklists.

Management
Target group:
Salon Owners/ Managers
Trainer:
Anthony Whitaker
Organise your salon,
optimise eff ciency and
ensure targets are met.
Location:
Bristol, London, Liverpool, Glasgow,
Ireland
Investment:
£380/ 440€
Dates:
6th February (Bristol)
7th February (London)
8th February (Liverpool)
20th February (Glasgow)
23rd April (Ireland)
Money
Target Group:
Salon Owners/Managers
Trainer:
Anthony Whitaker
Maximise prof tability and
ensure long-term growth
by setting f nancial targets.
Location:
Bristol, London, Liverpool, Glasgow,
Ireland
Investment:
£380/ 440€
Dates:
12th March (London)
13th March (Bristol)
19th March (Liverpool)
20th March (Glasgow)
24th April (Ireland)

Clients
Target Group:
Complete Salon Team
Trainer:
Anthony Whitaker
Build customer loyalty,
increase repeat visits
and improve client care.
Location:
Bristol, London, Liverpool, Glasgow,
Ireland
Investment:
£380/ 440€
Dates:
30th April (London)
28th may (Bristol)
25th June (Ireland)
2nd July (Liverpool)
9th July (Glasgow)
Marketing
Target Group:
Salon Owners/ Managers
Trainer:
Anthony Whitaker
Increase appointments,
sell more products and
entice footfall.
Location:
Bristol, London, Liverpool, Glasgow,
Ireland
Investment:
£380/ 440€
Dates:
1st May (London)
29th May (Bristol)
26th June (Ireland)
3rd July (Liverpool)
10th July (Glasgow)

Team for Team Team for Owner
Target Group:
Complete Salon Team
Trainer:
Anthony Whitaker
Together, everyone
achieves more.
Location:
Bristol, London, Liverpool, Glasgow,
Ireland
Investment:
£380/ 440€
Dates:
3rd September (Ireland)
10th September (London)
24th September (Bristol)
15th October (Liverpool)
22nd October (Glasgow)
Target Group:
Salon Owner Manager
Trainer:
Anthony Whitaker
Location:
Bristol, London, Liverpool, Glasgow,
Ireland
Investment:
£380/ 440€
Build a professional,
motivated team, who
respect your values
and goals.
Dates:
4th September (Ireland)
11th September (London)
25th September (Bristol)
16th October (Liverpool)
23rd October (Glasgow)

International
Education
We know that
independent
hairdressers are
a diverse mix of
individuals with very
specif c needs, which
is why ASK Education
is a f exible yet
cohesive mix of the
practical, theoretical
and inspirational.

Our industry is incredibly dynamic with
new trends, innovations and regulations
emerging all the time; to stay relevant,
we must move with it. With a learning
system tailored around the technical
and business knowledge hairdressers
need to have at their f ngertips, the
ASK Education International Seminar
programme embodies our education
philosophy, nurturing growth and
unlocking potential.
Staying ahead of the curve and
meeting the needs of an increasingly
sophisticated client base demands total
dedication to creativity. Our International
Seminars offer just that... and more.
Led by the most visionary names in our
business, these exclusive events take
place in some of the most vibrant cities
around the world. Each international
destination is chosen to showcase a
unique event and to deliver a series of
sensational experiences, exploring future
trends, editorial stories, technical skills,
colour inspiration or business insights.

International
Ambassadors
01
In the competitive worlds of hairdressing and high
fashion, Tyler Johnston cuts a unique swathe;
combining technique, street-based attitude and
adventurous creativity in an unequalled manner . His
work is immediately recognisable from the pages of
many of the world’s most fêted international glossy
magazines, as are his much-talked-about haircuts for
private clients including David and V ictoria Beckham,
Cate Blanchett and Lily Allen.
Beginning as a stylist at V idal Sassoon in the creative
hotbed of 80’s Manchester , Tyler progressed rapidly
up the ladder, culminating in a move to London where
he became Art Director at Sasoon’s prestigious
Knightsbridge salon. After six years in this high-pro f le
position, working on seasonal collections and TV
commercials, Tyler left to pursue a freelance path.
His adventurous approach, approachable manner and
technical expertise have seen him establish himself
as one of the
industry’s most
sought-after
session stylists.
Tyler
Johnston
Tyler’s expertise is in creating strong
styles that fuse the ref ned beauty of
cutting edge fashion editorial with the
edginess of the contemporary scene
beyond the catwalk or studio.
A multi award-winning hairdresser, businessman, educator, author and
motivator, Antony Whitaker has been at the cutting edge of hairdressing
and business education for three decades.
Having presented to in excess of 200,000 people in over thirty countries,
Antony’s talents are appreciated worldwide. His work has been
published in over 50 trade and fashion magazines. Past accolades
include the Grand trophy of the Professional
Press Association and twice winner of Australian
Hairdresser of the Year; he has won awards for
Marketing, Salon Design, Photography , Salon
team and Education.
As Global Business Ambassador for Schwarzkopf
Professional, Antony is a passionate seminar
presenter who provides business owners and
their teams the inspiration, motivation and
knowledge that empowers them to create
successful businesses.
Antony
Whitaker
01 02
Lesley began her career in 1984 at a prestigious London
hair academy, and spent 18 years travelling the globe
working on shows, seminars and advertising. Lesley
then joined the fabulous Real salon, where she tends to
a high-prof le clientele that includes Gwyneth Paltrow
and Elle Macpherson. Her radical vision and f air for
colour took her from V idal Sassoon apprenticeship
to global recognition and has made her the ‘go to’
name on every celebrity’s lips for unsurpassed colour
genius. Lesley, who is very well-dressed herself, has
also worked on fashion shows for the likes of John
Richmond, Raf Simons, and Alexander McQueen. She
has a love for the entire hair profession but her absolute
passion is colour because she believes all hair can
look even more amazing with the addition of colour .
Lesley
Lawson 03
She says: “When you understand
skin tones and the colour wheel
it’s so satisfying to be able to make
people look and feel more gorgeous,
which is such a great feeling.”
“In a such a competitive industry running
a salon requires both great hairdressing
and business skills.”
02

Mahogany
04
As one of the UK hair industry’s most
enduring brands, Mahogany’s tireless
international show work has signif cantly
contributed to building a positive reputation
for UK hairdressing around the globe.
Stéphane Amaru began his career in 1983
in the family business. In 1988, alongside
Toni and Anthony Mascolo, Stéphane
opened Toni & Guy in
Paris, the f rst branch
of the salon in France.
Stéphane
Amaru 05
In 2000 he opened his Paris Academy, now educating
over 6,000 hairdressers a year. He was twice voted best
International Artistic Director of the Year, in 2003 and
2005, and Best Entrepreneur of the Year 2006 at the
Global Business Awards. Since 2007, Stéphane has
devoted himself exclusively to education, and sharing
his ‘recette’ that has made him such a success as an
entrepreneur and artistic director . In 2008, because
of his broad range of experience, he became a coach
for Schwarzkopf France; in this role he is involved in
all areas related to hair management, from marketing
through to education.
Vycheslav
Dyudenko
29
03 04 05 06
The highly regarded Creative Team at Mahogany International consists of Colin Greaney , Antony
Licata and Neil Atkinson. They strive to make sure that Mahogany stays at the forefront of British
hairdressing and continues to be inspirational to all hairdressers. The team believes that hairdressing
should never be disconnected from the client and all continue to serve a loyal client base in each
of the Mahogany salons as well as spending time on education stages around the globe, driving
photographic and educational DVD projects.
Acknowledged by the hairdressing industry, trade and press as worldwide leaders
and innovators of hair fashion and beauty, Mahogany’s collected awards include
Consumer Image of the Year, Best Photographic Collection, London Hairdresser
of the Year, Southern Hairdresser of the Year, Best Avant Garde Hairdresser, and
Best Training System.
Twice winner of the Ukraine HD
Championship, Vycheslav Dyudenko
opened his f rst salon in 2002.
06
He has conducted
hundreds of seminars
and presented show
programs in New York and Paris. He has also
been involved in the creation of W orld Collections,
including ‘Freedom’ for Intercoif fure Mondial in Paris.
In 2003, V Dyudenko’s ‘Antifreeze’ collection won second
place in the international AIPP Grand Trophy for ‘Avantgarde
Hair Style’, beaten only by the V idal Sassoon
collection. In the same year he became the President
of Eastern Europe Region for Intercoif fure Mondial and,
in 2004, was awarded the title ‘Knight Order Chevalier’
at the W orld Congress Intercoif fure Mondial in Tokyo.
V Dyudenko is Chairman of the Ukraine Committee of
Standards of Beauty Salons (KSSK) and a Professor
of Applied Science, teaching ‘Culture and art in hightech
simulation of image design’. In 201 1 he became a
creative partner of Schwarzkopf Professional Ukraine.

Take your front
row seat for the
Hairdressing event
of the year…
“Essential Looks
touches the heart
and soul of every
hairdresser that
experiences it”

Essential Looks
World Tour
Dates 2012
PRAGUE: 04.02 - 08.02
SYDNEY: 10.06 - 14.06
BARCELONA: 01.07 - 04.07 The Essential Looks World Tour 2012 is kicking
off in the vibrant city of Prague, set against an
intensely exotic backdrop that matches the
vision, creativity and technical expertise behind
this milestone event.
Essential Looks takes inspiration from the
runways and condenses it into four distinct
trends, all incredibly diverse, but each set to
ignite hairdressers’ imaginations.
Essential Looks celebrates hairdressers’
passion for hair, for fashion, for the future, and
encompasses a luxuriously glossy trends book,
a breathtaking catwalk show and a stage event
that features live cuts and colour. Showcasing
global ambassadors, the event will inspire and
inform, translate and teach.
The highly regarded Look and Learn seminars
and hands-on practice sessions deliver
priceless practical advice to make new
dreams a reality. Not forgetting the chance
to experience the legendarily wild after show
party!
With participants from 70 countries, Essential
Looks is the place to get connected; with the
trends, with hairdressing’s global community,
but most importantly, with your own creativity.

International Technical
Seminars
Progressive
Techniques
Vycheslav Dyudenko presents progressive
techniques for cutting, colouring and
styling the latest trends. With detailed
technical demonstrations and live model
hands- on sessions.
Method
Part 1: Look & Learn and Demonstration
Part 2: Cut and Colour Techniques
(Delivered in Russian)
Target group
Experienced HD
Duration
1 day
Capacity
Part 1: 20 people
Part 2: 10 people
Location
Dyudenko Kyiv HD School, Ukraine
Investment
Part 1: 60 Euro per person
Part 2: 30 Euro per person
Price excludes travel and accommodation
Dates
Call the Academy for dates
Institution
(360°) 2
Stéphane Amaru has developed these
custom classes as a unique method
of accelerated coaching. They mix
the natural and the technical side
of tomorrow’s hairdresser. He also
encourages participants to come in pairs,
as he believes with a partner there are
twice as many interactions and training is
twice as effective. Seminars will include
360° technical expertise & know-how,
velocity methods, pre-textured texturing,
core foundation concept styling and
B.A.B.A relational hypno-consultation
marketing management.
Method
Day 1: Demonstration
Day 2: Techniques training and live models
(Delivered in English and French)
Target group
HD: 3 year’s experience
Guests: No experience needed
Duration
2 day
Capacity
Day 1: 20 people
Day 2: 10 people
Location
Ask Academy Paris
Capacity
7 students + 1 guest each
Investment
900 Euro for two days
Price excludes travel and accommodation
Dates
18th - 20th March
6th - 7th November

Future
Trends
Future Trends is an advance course
designed for the experienced hairdresser
wishing to take their creative work to the
next level. Each student is taken on a
journey of intense learning that will inspire
and develop their cut and colour skills,
guiding them through asymmetry and
disconnection and high impact colour
techniques. This fashion forward two day
workshop shares the very latest trends
and collections from the Mahogany
Creative Team through intensive handson
work sessions and detailed technical
demonstrations, pushing the boundaries
of creativity and delivering inspiration and
advancement for every student.
Method
Day 1: Look & Learn
Day 2: Workshop
(Delivered in English)
Target group
Experienced HD
Duration
2 day
Capacity
Day 1: 50 people
Day 2: 12 people
Location
ASK Academy London
Investment
Day 1: £75 per person
Day 2: £300 for session
Price excludes travel and accommodation
Dates
16th - 17th October

ASK Education
For Hairdressers
ASK Education offers free and unrestricted
access to a highly sophisticated library of
innovative, relevant and dynamic materials.
All you need is a computer or smartphone
to log-on to this unrivalled resource
whenever and wherever you need it
Since its creation in 2002, ASK Education for
Hairdressers has grown and evolved across
the globe. The dual pillar Essential Education
programme equips our hairdressers with all
the technical and business skills they need
for professional success. The ASK Education
for Hairdressers website now has over 55,000
registered users with access to up-to-date,
dynamic content for all skill levels.
We have always believed that education is
the engine that drives a rewarding career and
successful business. ASK Education embodies
our belief in the power of knowledge to shape
futures. It is a f exible yet cohesive system that
meets the needs of independent hairdressers
using the latest learning tools. So every single
day we inspire creativity, unlock potential and
nurture personal growth.

Technical education
We believe all that stands between you and
greatness is knowledge, knowledge of the latest
trends, techniques and technical skills.
From essential cutting, colour and style
techniques to advanced skills for awardwinning
work, our technical expertise has got
it all covered. To stay fashion forward, trend
aware and service sensitive, today’s successful
hairdresser must build an impressive personal
folio of technical skills. With online articles and
tutorials covering the key areas of Care, Colour,
Form and Finish, you have it all at your f ngertips.
Business education
Having all the right technical skills is only half
the story to being a successful hairdresser;
good business practice is also crucial. This is
why we offer an unrivalled scope of business
modules, which together form the building
blocks of your success.
With access to calculation tools that allow you
to create a f nancial plan for your business and
calculate prof t targets, as well as a library of
invaluable resources and access to expert advice
on marketing strategies, growing your client
base, insider tips on management, and team
building and motivation, we cover all the crucial
areas you need.
35
Product know-how
In addition to our key technical and business
modules, we supplement our partners’
knowledge with open access to our def nitive
product database.
Encompassing everything there is to know on
every one of our products, this resource is the
f rst of its kind. From detailed information on
usage and benef ts as well as expert advice on
how to get the best performance out of each one,
it’s the most immediate way to explore our full
product range.
Seminars
Our Academies are an integrated global
network of hairdressing centres of excellence.
Throughout the world, each one offers a
stimulating professional environment in which to
learn as well as a rich source of inspiration and
ideas exchange. To check out exactly what we
offer and where, our Academy listings will give
you all the up to the minute information you need
on our facilities and seminar programmes.
To maximise the results of every seminar you
take, our accomplished ASK Education advisors
will also follow-up with a one-to-one session at
your salon. Here, they can answer your queries,
assess your progress and generally help you put
all you’ve learnt into action.
Register for free now at www.ask-schwarzkopf.com

ASK Essential Skills
Step-by-step techniques
All creative techniques and looks are rooted in
essential basics, which are needed again and
again for your daily work.
To help sharpen your skill set, Essential Skills
presents all the skills you need for achieving a
collection of essential and advanced haircuts
and colours.
ASK Essential Skills f ll the gap between
essential and creative techniques, while setting
the standard in professional hairdressing.
CUT
9 Essential techniques
6 Advanced techniques
Videos, handouts, glossary
COLOUR
5 Modules
9 Essential techniques
5 Advanced techniques
Videos, handouts, glossary

Look and Learn
You can f nd Essential Skills technical videos at:
www.ask-schwarzkopf.com
You can also see the latest hairdressing trend videos for
2012, hints and tips, hair styles, cutting and colouring
techniques; and download the latest seminar brochure with
all the information you need to book your place at one of
our innovative seminars.
Meet the Essential Skills Team
Art Direction: Rebecca Beuermann
Rebecca has been in the industry for over 15 years,
at both a national and international level. She is the
founder of ASK Education and is responsible for global
education and training.
Art Director, Cut & Styling: Jana Pätzold
Jana worked for many years at Toni & Guy as creative
director, where she was responsible for training and
education. Her expert experience at the cutting edge
of creativity has made her one of ASK Education for
Hairdressers’ leading trainers internationally, she has
also worked alongside Tyler Johnston on the last two
Essential Looks Collections. Her unrivalled experience
in this area makes her an idea mentor at our Essential
Looks and Essential Skills seminars, which she runs
across the world.
Colour: Georgi Altanbachev
Georgi’s passion is colouring hair. He started working
with Schwarzkopf Professional in 2000. With his
extraordinary techniques, new brand of creativity and
quest for perfection, he brings harmony to the world
of hair stylists. Due to his knowledge of six languages,
he is able to hold international seminars and training
sessions, he has also assisted on new collections and
shows on a global level. His goal is to continuously
inspire with new colour concepts and ideas.
Join one of our Essential Skills seminars, which are
available now in ASK academies worldwide.

8
Seminar Programme
Overview
Booking
Information
1. Select course & phone The ASK Academy
on: 020 7724 7931.
2. Check course availability with the Academy
Course Booking Agent, reserve place(s) and
con f rm method of payment.
3. A conf rmation will be sent four weeks prior
to course start date. All payments should
be made no later than two weeks prior to
course commencing.
Payments by cheque should be made
to Henkel Ltd and sent to:
The ASK London Academy,
74-78 Seymour Place,
London W1H 2EH
NB: Schwarzkopf reserves the right to cancel
without repercussions 2 weeks prior to course
commencing. Any delegates wishing to cancel
pre-booked places 2 weeks prior to course
commencement will not be liable for payment.
Cancelling with less than 2 weeks notice will be
liable for full payment of course fee.

International
Seminars
Seminar Date Location Investment
Essential Looks 4th-8th February Prague €250
10th-14th June Sydney €250
1st-4th July Barcelona €250
Progressive Techniques TBA Ukraine €30 - €60
Future Trends 16th-17th October London £75 - £300
Institution (360°) 2 18th-20th March Paris €900
6th-7th November
National
Seminars
Seminar Location Date Investment
SKP World
of Colour
Colour
Correction
Concept
Colour
Colour
Master
Class
London 6th-7th Feb; 16th-17th Jul;
12th-13th Nov
£160
Glasgow 21st Mar; 17th Sep £80
Belfast 12th-13th Mar; 10th-11th Sep £160
Portlaoise 20th-21st Feb; 24th-25th Sep €180
Cork 27th-28th Feb; 10th-11th Sep €180
London 28th-29th May; 10th-11th Sep £200
Glasgow 18th Jun £100
Belfast 23rd-24th Apr; 3rd-4th Sep £100
Portlaoise 22nd-23rd Oct €230
Cork 28th-29th May; 8th-9th Oct €230
London 20th Mar; 25th Jun; 15th Oct £250
Belfast 14th May £250
Portlaoise 19th Nov €275
Cork 16th Jul €275
London
Course 1
London
Course 2
London
Course 3
Belfast
Course 1
Portlaoise
Course 1
Liverpool
Course 1
30th-31st Jan; 27th-28th Feb;
27th-28th Mar; 23rd-24th Apr
1st-2nd May; 29th-30th May;
25th-26th Jun; 23rd-24th Jul
7th-8th Aug; 4th-5th Sep;
22nd-23rd Oct; 19th-20th Nov
24th-25th Sep; 22nd-23rd Oct;
12th-13th Nov; 3rd-4th Dec
16th-17th Apr; 21st-22nd May;
11th-12th Jun; 16th-17th Jul
26th-27th Mar; 30th Apr-1st May;
28th-29th May; 25th-26th Jun
£1,200
£1,200
€ 1,350
£1,200
Seminar Location Date Investment
Advanced
Master Class
ASK Essential
Skills: Cut &
Colour
Precision
Cutting
Cut2Shape:
Osis Reloaded
Salon Creative
w/ Mahogany
London 1st-4th Oct £1,300
London 25th-26th Jun; 30th-31st Jul;
3rd-4th Sep; 22nd-23rd Oct
Belfast 21st-22nd May; 18th-19th Jun;
17th-18th Sep; 15th-16th Oct
Glasgow 11th-12th Jun; 9th-10th Jul;
6th-7th Aug; 3rd & 4th Sep
£725
£725
£725
London 26th-28th Mar; 29th-31st Oct £360
Belfast 30th Jul £130
London 30th Apr; 10th Sep £160
Glasgow 15th Oct £160
London 16th-17th Apr; 5th-6th Nov £450
Belfast 28th-29th May £450
[3D] Men London 21st-22nd May; 22nd-23rd Oct £250
Belfast 25th-26th Jun £250
Artistic License London 13th Feb; 9th Jul; 5th Nov £200
Foundation
Long Hair
Bridal Hair
Wear
London 2nd Apr; 3rd Sep £160
London 11th Jun; 1st Oct £180
Session Hair London 17th Sep £180
Glasgow 16th Apr £180
Paint Box London 21st-22nd May £160

London
ASK Academy
74-78 Seymour Place
London W1H 2EH
T: +44 (0) 207 724 7931
F: +44 (0) 207 724 9032
askacademy@uk.henkel.com
Glasgow
Rainbow Room Academy
64 Howard Street
St Enoch Square
Glasgow G1 4EE
Liverpool
Michael John Academy
42-46 Renshaw Street
Liverpool L1 4EF
Belfast
Hair Traffi c
4 Jennymount Business Park
North Derby Street
York Road
Belfast BT15 3HN
Portlaoise
Bankz Hair & Beauty
Bank Place
Portlaoise
Cork
Salon 33
2nd Floor
33 Patrick Street
Cork
Together. A passion for hair
www.ask-schwarzkopf.com