Creative HEAD May 2017

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MacGregor Salon, Edinburgh Backwash area before ... ... and after Styling station before ... ... and after REFRESH. RE-EXCITE. RE-CONNECT. SALON EMOTION WILL RE-ENCHANT YOUR CLIENT’S EMOTIONAL JOURNEY THROUGH YOUR SALON WITH RESEARCH SHOWING that the number of women visiting a salon dropped from 14 million in 2015 to 13.3 million last year,* it could be a good time to re-dynamise your salon. Now, more than ever, it’s important to protect your current clientele – and to look to the future, too. Women aged 45+ have traditionally been our industry’s most faithful (not to mention valuable) customers, yet since 2010 their annual visits to the salon have dropped from an average of 6.6 to 5.8. Think about it: they’re worried about the signs of ageing, including so-called ‘helmet head’ hair. As your most important current customer, you need to reassure them on how you can help with their future hair colour journey. Women aged 17 to 30 – dubbed the Transformists – are driven by trends, and need to be engaged in new and exciting ways. The least likely age group to visit a salon, they have to be convinced of the kind of results that can only be achieved through professional techniques. Finally, women aged 30 to 45 are so busy nowadays, they can feel they simply don’t have time to go the salon. But as they appreciate the difference a salon result can give and have money to spend, these women actually provide your biggest opportunity to grow your overall salon business. The challenge is you need to engage them. Help is at hand. L’Oréal Professionnel is dedicated to helping salons futureproof their business with the Salon Emotion concept. This unique consultancy programme – designed to support salon staff and improve the client experience – has already enjoyed huge success in salons throughout Europe, and could help you to grow your business by up to 15 per cent. Salon Emotion identifies seven key touch points during a consumer’s journey through the salon, helping salon owners and their teams understand what their clients think of the service they offer. Then, through a combination of training and physical refurbishment, whether that’s a simple re-decoration or a complete refit in collaboration with L’Oréal Professionnel and a team of experts, your salon can be transformed and your client’s emotional response and experience reinvented. Salons who’ve signed up have seen a significant increase in retail sales (up to 30 per cent in some cases) and in technical services, especially colour. With promising results – more satisfied customers, a committed team and increased profits – isn’t it time you discovered Salon Emotion yourself? 58 CREATIVE HEAD
“SALON EMOTION IS WHAT ALL SALONS SHOULD STRIVE FOR. IT HAS CERTAINLY HELPED MY BUSINESS MOVE FORWARD” KEN PICTON, KEN PICTON SALON, CARDIFF BAY. REFIT: APRIL 2016 Ken Picton, Cardiff IN ASSOCIATION WITH CREATIVE HEAD ADVERTORIAL Ken Picton, Cardiff MacGregor Salon, Edinburgh “MY NEW SALON IS MY DREAM COME TRUE” JANET NICOL, MACGREGOR SALON, EDINBURGH. REFIT: JULY 2016 *Source: Kantar World Panel FY2015 Futureproof your business with Salon Emotion. Contact salonemotion@loreal.com to find out more CREATIVE HEAD 59
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In print•online•everywhere! £4
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CREATIVE HEAD ADVERTORIAL
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CREATIVE HEAD ADVERTORIAL
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“SERIE EXPERT’S INNOVATIVE TECH
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CREATIVE HEAD ADVERTORIAL Model: Ta
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CREATIVE HEAD EDUCATION e ducation
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YOU ARE THE EXPERT. MASTER THE TECH
Page 15 and 16: 2017 FINALISTS GOOD LUCK TO OUR UK
Page 17: BE FABULOUS draws on all our expert
Page 23 and 24: S E S S I O N TO SALON SINCE 1959 W
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Page 27 and 28: TANGLE TEEZER X Compact Styler deta
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Page 31 and 32: What is art if not a state of being
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Page 36 and 37: Through an exclusive collaboration
Page 38 and 39: INSPIRATION, INNOVATION AND BUSINES
Page 40 and 41: #CHedit RISING STAR WHY DID YOU WAN
Page 42 and 43: #CHedit Inside story BARN//IT MANCH
Page 44: FROM INSIDE THE SALON DOMENICO PANE
Page 47 and 48: It’s time for change The Curling
Page 49 and 50: Can you afford NOT to be a member?
Page 51 and 52: CONTOURING WITHOUT THE COMMITMENT H
Page 53 and 54: SUBSCRIBE TO CREATIVE HEAD AND RECE
Page 55 and 56: BIG HAIR BROUGHT TO YOU BY LAYEREDO
Page 57 and 58: #SalonSmart17 QUIZ AND FIZZ OVER A
Page 59 and 60: #SalonSmart17 LET’S TALK ABOUT IT
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Page 71 and 72: event LIVE IN SESSION! SAMANTHA HIL
Page 73 and 74: READY TO BE FABULOUS? CREATIVE HEAD
Page 75 and 76: INDIVIDUAL AWARDS TEAM AWARDS MALE
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Page 79 and 80: JOIN THE REVOLUTION! Have you joine
Page 81 and 82: CREATIVE HEAD ADVERTORIAL TOMORROW,
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Page 85 and 86: ...AND IT’S LOCATED RIGHT IN THE
Page 87 and 88: polished. They can wear emerald gre
Page 89 and 90: OUR FAVOURITE ONE-DAY COLOUR COURSE
Page 91 and 92: CREATIVE HEAD ADVERTORIAL COILS 1.
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Page 99 and 100: FRESH PERSPECTIVE WITH CONTRASTING
Page 101 and 102: HAIR Jamie Richards. MAKE-UP Kristi
Page 103 and 104: What we do in the shadows In Graphi
Page 105 and 106: HAIR Karen Thomson, KAM Hair & Body
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Page 111: DETANGLE. STYLE. MAINTAIN. AN ELITE
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Creative HEAD May 2017

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