Power Book 2018

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LET’S TRY SOMETHING NEW You’ve built up a solid salon business, but it’s beginning to feel a bit samey. Take a look at the myriad ways you could be building new sources of revenue BONDING ADDITIVES AND TREATMENTS Never underestimate the power of add-ons, especially bonding additives and service enhancements such as smoothing treatments. They tie in perfectly with what you’re already offering clients and offer no-fuss applications and instant results – two things clients always appreciate. There are an abundance of smoothing services out there and it’s always worth checking with your brand partner to see what it offers, but the most recent addition to the market is from a brand already known for its smoothing services: Ultimate Treatment and Ultimate Booster by KeraStraight. The Booster is designed to deliver extra straightening power for clients with resistant, very curly or Afro-Caribbean hair. Priced at the discretion of the salon, but recommended to charge upwards of £150 by KeraStraight, Nathan Walker, international technical director for Trevor Sorbie, has found Ultimate Treatment and Ultimate Booster to be an easy and affective way of boosting a client’s bill. “When you suggest something that could add an additional £600 spend a year, a client needs to get their head around it,” says Nathan. “We’ve been able to put it to them by explaining that they wear their hair every single day. Once they try KeraStraight, enjoy the product and find it delivers what they want, they will find a way to do it.” KeraStraight 08 POWER BOOK creativeheadmag.com
( BUSINESS BUILDERS ) And then there’s the bonding additives – try not to make these already included in your client bill or, if you do, make sure the overall price is more than what you’d previously charged as they’re simply too good at making money. Sophia Hilton, owner of Not Another Salon and 2017 Most Wanted Colour Expert, discovered this when she took on Innoluxe and the recently launched Innoluxe V2. “I had to start looking at the money, because if I was charging £120 for a balayage, by adding Innoluxe every time it was actually £150. You can imagine the difference it made to the money coming into the salon.” Affinage has created a handy calculator for salons that use ASP Vitaplex – the brand’s Biomimetic Hair Treatment – revealing how salons can grow their business with the treatment. It shows that if just 15 extra clients a week opt for ASP Vitaplex at £20 a service, then the salon will make a weekly profit of £191.25 and an additional annual profit of £9,180. Meanwhile, Deep Hairdressing in Teeside has made an incredible £24,000 in sales in the past year with L’Oréal Professionnel Smartbond. The team has sold more than 2,000 applications, so not only does it clearly increase your colour revenue, it also generates loyalty as your client’s hair becomes stronger and looks healthier. And don’t forget the retail opportunities bonding additives afford, with most including a third aftercare option. Deep Hairdressing has found clients are rebuying Smartbond Step 3 conditioner, while Innoluxe Elixir V2 is a leave-in conditioner that can be used at home and has a recommended price tag of £25, and Affinage says an additional £6 per client is achievable if they take home the Vitaplex 03 Bond Preserver. L’Oréal Professionnel Smartbond BROWS Rebecca Judic, trade sales manager at iconic eyebrow brand, HD Brows, believes brows are the perfect additional service for salons as it offers a range of options for salons looking to increase their revenue and client offerings. “No prior beauty experience is needed, training your stylists in HD Brows is a great introduction to beauty for any salon, with minimal cost, space and equipment required,” says Rebecca. “What’s more, it’s a great way to keep stylists loyal to you as an employee as they see you investing in their skill set.” Then there’s the added revenue stream it offers. Training starts from as little as £1,395+VAT with further discount available for additional stylists to be trained. “As part of your investment, you will also receive a kit with enough product for 60 treatments, a place on the HD Brows salon finder and free marketing materials,” says Rebecca. “With a recommended treatment price of £30, your initial training could be paid back in a matter of weeks.” Karen Brown, owner of Hair by JFK, found adding brow services very effective in boosting a client’s average salon bill. “It allowed us to add value to our hair salon experience and get clients talking,” she says. “Clients waiting for their hair colour to develop are often interested in these quick services, which is great for salon profit.” HD Brows HD Brows creativeheadmag.com POWER BOOK 09
Page 1 and 2: Manage your way to business growth
Page 3 and 4: (ADVERTORIAL)
Page 5 and 6: (ADVERTORIAL) WINNER STYLIST CHOICE
Page 7 and 8: NEW & EXCLUSIVE TO THE UK FOR THE T
Page 9 and 10: (ADVERTORIAL) “Kenra is true to t
Page 11 and 12: ( CONTENTS ) Cover by Kenra Profess
Page 13 and 14: ( BUSINESS PLANS ) Time to get lase
Page 15: ( MOTIVATION ) creativeheadmag.com
Page 19 and 20: TRADE ACCOUNTS APPLY AT REMICACHET.
Page 23 and 24: STRIVE TO BE UNRIVALLED TAKE YOUR P
Page 25 and 26: ( COLOUR BUSINESS ) COUNTDOWN TO CO
Page 27 and 28: Twenty years ago, the world changed
Page 29: More power to your paint! POP XG, P
Page 32 and 33: THE DEMI: THE PERFECT FUSION OF SHI
Page 34 and 35: CREATE EVERY SHADE OF GORGEOUS ●
Page 36 and 37: Karly (left) and Abby Whittaker NET
Page 38 and 39: JOINING THE DOTS Winning new client
Page 40 and 41: HIT THE BUTTON Is your technology w
Page 42 and 43: 26 POWER BOOK creativeheadmag.com
Page 44 and 45: BRAIN BOOSTERS Don’t get stuck in
Page 46 and 47: FAMILY VALUES If you’re looking t
Page 48 and 49: 32 POWER BOOK creativeheadmag.com
Page 50 and 51: THE DANGERS OF DISCOUNTING Discount
Page 52 and 53: ( VIEW FROM THE TOP ) SILVER SERVIC
Page 54 and 55: NO MORE DRAMA Founded by Ben Cooke
Page 56 and 57: FIRST LOVE Melissa Timperley opened
Page 58 and 59: ( OPINION ) THE DEATH OF THE HAIRCU

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