The Outliers Issue 1

Outliers 

THE 

Issue #01 2018 

The innovators and salons 

disrupting the status quo

WELCOME/CONTENTS 

Outliers 

Definition: person(s) differing 

from all other members of a 

particular group or set 

Welcome 

I 

t’s not easy out there on the high street right now. 

Stores are closing; big name retail brands are 

disappearing. But there are reasons to be cheerful. 

For among the plethora of salons cross the UK and 

Ireland, there is an identifiable band of business brains 

that are bucking the trend, both new entrepreneurs and 

seasoned salon owners. 

These are the progressive businesses that are 

influencing others, creating a buzz, proving themselves 

as industry innovators and tastemakers who want to 

illustrate a fresh approach to hairdressing. It’s an exciting 

time to be one of these salons – they’re killing it on 

Instagram with their technique- and trend-heavy content, 

they’re curating fashion-forward service menus to dazzle 

loyal and new clients alike, they’re challenging all those 

old rules of what a salon should look like, how they 

should behave. They are the inspiration – cool, vibrant, 

business-savvy brands that took the salon model and 

flipped it 180 degrees. And the thread that unifies them 

all, part of one illustrious tribe, is their partner of choice 

in Redken, which itself combines a strong heritage in 

hairdressing with a fashion-edged pioneering spirit. 

Across these pages you’ll meet the individuals and 

the brands lighting up the industry and leading the way, 

beacons that illuminate just what is possible. From the 

urban-centric to adored regional heroes, different is 

what they all do, and they do it with aplomb. 

I hope you find something different that speaks to 

you, too. 

04 

14 

18 

20 

24 

26 Social life for your hair 

30 

How to make your salon Insta-worthy 

Cult of personality 

32 

36 

40 

44 

46 

50 

Contents 

Anti-salons 

The disruptors doing salons differently 

Brush strokes of genius 

We quiz the world’s leading colourists 

IDEA! Rogue Blonde 

The queens of colour show off their skills at Larry King 

The crown jewels 

Guido and Josh Wood make a statement at Marc Jacobs 

IDEA! Bronde, Blonde and Beyond… 

Radio London gets creative with its service menu 

Lee Stafford and Craig Chapman on thinking and acting big 

The young & the restless 

How to win over a new generation of consumers 

Learn, earn and live better 

Why education is the key to your career 

Local heroes 

The regional stars bringing style to the people 

IDEA! Ear Candy 

Lockonego showcases its earring-friendly styling menu 

Let’s get emotional 

Rethink your high street presence with Salon Emotion 

#OwnIt! 

How to really stand out on social media 

Amanda Nottage 

Editor 

EDITOR Amanda Nottage DEPUTY EDITOR Beth Davie ART Graeme White ART DIRECTOR Nick Jabbal 

CHIEF SUB EDITOR Adam Wood CONTRIBUTOR Deborah Murtha ADVERTISING Laura Tucker DIGITAL DESIGNER Eva Vestmann 

ONLINE AND DIGITAL EDITOR Alison Rowley SPECIAL PROJECTS MANAGER Jenny Brooks 

SPECIAL PROJECTS DIRECTOR Joanna Andersen PUBLISHER Catherine Handcock 

Supplement produced in association with Redken. Commissioned portrait photography by Amy Cooke (amycooke.com). 

On the cover: Mitchell Wilson of Laundry, Sheffield, photography by Nick Eagle. 

CONTACT: Creative HEAD, 21 The Timberyard, Drysdale Street, London, N1 6ND 020 7324 7540 enquiries@alfol.co.uk 

The Outliers is a supplement of Creative HEAD, which is published by Alfol Ltd. Creative HEAD is a registered trademark. No part of this supplement may be reproduced without prior permission of the 

publisher. All information correct at time of going to press. Printing by Buxton Press, Environmental Printer of the Year and Printing Company of the Year. 

The Outliers 03

We do 

Corrado Tevere 

different 

Meet the Anti-salons – the ones that are breaking the 

mould and offering ultra-modern hair services and 

experiences to excite today’s style-savvy client 

Radio Hair Salon & Gallery, 

King’s Cross 

@radiohairsalon 

Visitors to King’s Cross might 

get something of a shock. The 

area’s total transformation has 

seen it become one of London’s hippest 

hangouts, home to Central Saint Martins, 

HQs for Google, Universal Records and 

design icon Tom Dixon. The first hair 

salon to establish itself there would need 

to fit into this new vibe perfectly – step in 

Radio London. 

The concept was to create a multifunctional 

individual space, a little like 

a New York warehouse, for clients to 

experience AND get inspired. Radio 

incorporated all of its creative activities 

into it – education, a gallery, and a studio 

“Redken has really 

understood our vision 

and helps to fulfil 

it without trying to 

change it” 

Corrado Tevere 

for photographic work and events. “We 

thought it was important to create a space 

that would be able to deliver a different 

experience from a regular salon,” explains 

co-founder Corrado Tevere. 

Having a photographic studio was 

vital, as the salon’s editorial work is key to 

its ethos. “Redken understands our vision 

and helps to fulfil it without trying to 

change it,” says Corrado. 

For clients, the aim is to give them 

a tailor-made experience unlike any 

other. The surroundings at Radio King’s 

Cross regularly change as the artwork 

is updated. “The gallery is a real talking 

point for our clients and constantly 

brings new energy into the salon,” admits 

Corrado. The experience has been 

thoroughly thought out, with Haeckels 

on offer for beauty treatments and a 

dedicated barista area serving Allpress 

Coffee. You’ll also enjoy a rather cinematic 

experience in the private shampoo area, 

where silent movies help clients relax. 

04 The Outliers

ANTI-SALONS 



ANTI-SALONS 

Mitchell Wilson 

Laundry, 

Sheffield 

@wearelaundry 

need to be a place 

where people want to 

“You 

be.” Mitchell Wilson, 

founder of Sheffield’s Laundry, excels at 

Yorkshire straight-talking. He makes it out 

to be simple, but look at Laundry and you 

know careful thought about what clients 

want has been applied. And it’s bringing 

them in… “We’ve established both a 

name and an ethos,” he says. “If you have 

great staff then great clients are easy, so 

it’s vital to develop that certain something 

special that makes people want to be part 

of your journey.” 

It’s why Laundry recently aligned 

itself with a new partner. “Redken seems 

to look at the interesting edges of our 

industry. I’m not interested in the middle 

ground, so it’s a good fit,” says Mitchell. 

“But the bit that floats my boat is that 

Redken believes in Laundry’s vision.” 

Mitchell’s attitude to his brand’s 

photoshoots are perhaps the epitome of 

Laundry’s disruptor status. 

“I’m trying to bring a sense of realism. 

I’ve nothing against skinny and pretty. 

But I do have something against altering 

the image in post-production beyond 

recognition, in a bizarre celebration of the 

photographer’s skill,” he explains. “I’m far 

more interested in character and trying to 

do things differently. 

“It will set Laundry apart and achieve 

a level of recognition that yet another set 

of generic photos just won’t.” 

“The bit that floats 

my boat is that 

Redken believes in 

Laundry’s vision” 

Mitchell Wilson 


Josh Wood 

Josh Wood Colour, 

Holland Park 

@joshwoodcolour 

Inspired by the concept of the atelier 

– a bespoke approach to clothing – 

Josh Wood knew precisely how his 

own salon would operate. The globe’s 

most famous colourist explains: “We 

really felt that a closed-door policy was 

needed to give our clients privacy and a 

totally different feeling. I like the idea of 

curating a space, making it feel different 

when clients come in.” 

That’s why he works with artists 

to create a variety of installations to 

continually refresh each room with 

different, sometimes surprising results. 

When it opened seven years ago, 

Josh admits the Atelier was very much 

a disruptor. But to keep that edge, 

“I like the idea of 

curating a space, 

making it feel different 

when clients come in” 

Josh Wood 

it takes a team of people that art direct 

the space and keep it feeling different. 

“We need to keep evolving and changing 

the environment. We need to keep 

pulling in creatives to keep it current,” he 

explains. “I like to speak to our clients’ 

interests beyond them getting amazing 

hair. I want them to feel like the Atelier is 

an evolving space.” 

With such a premium offering 

and A-list clients in his chairs, the right 

product partner was a priority. “I love the 

creativity of Redken, the way it listens and 

partners with hairstylists,” Josh admits. 

“Innovative products are at its core!” 

Josh advises anyone keen to take 

an individual approach to stop thinking 

about these spaces as salons. 

“If there is another service that you 

can offer, it keeps clients feeling they are 

in a different space.” Indeed, his team has 

curated a shop that sells not only hair 

products but also beauty in general. There 

are regular pop-ups for brands to launch 

and showcase new products and a library 

and in-house chef keep clients’ minds and 

bodies well-nourished. “I also love to do 

mini-shoots in our studio generally, just 

for content for our website or Instagram,” 

he adds. “Making the Atelier feel like a 

creative hub is crucial.” 


ANTI-SALONS 


Amanda and Toby Dicker 

The Chapel, 

Royal Tunbridge Wells 

@thechapelplace 

A 

school house, an old public 

house, a church building. Even 

before you set foot in one of 

The Chapel’s five sites in the South East, 

you’re aware its salons are unlike others. 

And that was the goal from the beginning, 

back in 2001. “We deliberately set out to 

be different,” explains co-founder Toby 

Dicker. “We identified the three key brand 

values for us – Relaxation, Education and 

Service. One of our business colleagues 

at the time said: ‘If you put a T on the end 

you have REST.’ Then the T became the 

Tailored part of the experience.” 

It was actually Amanda Dicker, cofounder 

of The Chapel and Toby’s wife, 

who came up with a new approach, thanks 

to a glass of wine. Having been travelling 

and then working in a wine bar, she would 

sit and talk with women about their hair 

over a chilled glass. It was sobering stuff. 

“They were not really talking about hair, 

they were talking about their experiences 

in the salon. The bits they hated, the bits 

that made them nervous, the bits that 

prevented them from moving on with 

colour or cuts,” she recalls. “I realised 

I could open a salon that tackled these 

problems and do something different.” 

And so The Chapel today consistently 

answers the prayers of its clients, and 

its staff. With clients, it’s about having a 

conversation rather than a consultation. 

The products that creative team 

work with needed to match that vibe, 

that approach of doing things differently, 

which is why the group selected Redken. 

“I was looking for a product with 

personality,” says Amanda. “Redken colour 

is so clever – it allows natural tones to 

come through with each individual hair.” 

“We deliberately set 

out to be different” 

Toby Dicker 


ANTI-SALONS 

Cult & Bloom, 

Shoreditch 

@cultandbloomsalon 

Max Dolat 

your unique hair 

story” is the invitation 

“Create 

visitors receive at Cult 

& Bloom. Positioned on Shoreditch’s 

bustling Commercial Street, the salon 

offers a much-needed botanical oasis of 

calm. The team is laser-focused on giving 

clients a unique experience in a homely, 

relaxed atmosphere. Colour changes, 

balayage, highlights and bleaching… yup, 

customers get the lot, but hair health is a 

top priority, too. 

Having worked in the area before, 

Max Dolat thought Shoreditch offered 

the perfect mix of clientele, and he was 

determined to follow a green mission. 

The salon is also hardwired to deliver 

a premium experience for those looking 

to escape, if only for a short while. For 

example, each room has its own fragrance 

to stimulate the senses. This sense of 

escape is also aimed at the staff, a key 

factor in Max’s vision. It’s something 

unusual, as salon managers are often 

obsessed with filling columns. 

“London can be very stressful, and 

I’ve worked in salons that are challenging 

environments. I believe that’s why 

hairdressers can lose their passion – long 

hours, few days off,” he explains. “I wanted 

to create an environment that was more 

chilled for them – we’re all really happy! 

Max values the importance of ‘team’, 

and it’s one of the fundamental attractions 

of Redken, the line Cult & Bloom stocks. 

“I love the family vibe and team spirit of 

Redken, the energy everyone has,” he says. 

“And the clients love it – the No Blow Dry 

cream is one of our bestsellers… even for 

blow-drys! Anything that is different, like 

the Heat Cure treatments or the new 

All Soft Mega Hair Sheet Mask, it gets 

their attention, it starts the conversation.” 

“I love the family vibe 

and team spirit of 

Redken, the energy 

everyone has” 

Max Dolat 


Perfect 

partners 

Redken Shades EQ is the It-list colour you need to create the 

latest A-list techniques your clients are asking for 

Consumer awareness of professional 

techniques is bigger than ever in 2018. 

Techniques that can only be done in the hands 

of It-list colourists are the game-changer for 

our industry. Combine with Redken Shades EQ – 

a formula that can never be bought in a box – 

and you have the recipe for truly A-list colour 

results. Join the revolution as Redken gets 

ready to Shade the Nation! 

THE SHADES TO RAVE ABOUT 

Expect more from your colour and elevate your colour 

technique with Shades EQ. It’s a favourite among top 

colourists for its even results without compromise and 

colour flexibility, enabling colourists to personalise 

colour to each client. Hair is left with an incredible 

glossy shine that’s unlike anything in the market. 

Redken brings the gleam with the hottest techniques 

trending right now… 

BALAYAGE BLENDS 

Enhance, enrich, change, match, tone down or 

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You can also restore colour to highlights, and 

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GET GLOSSED 

Give clients an unbeatable glossy shine to their dull or 

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Be different. Be Redken. 

Want to be part of a new generation colour house? Join the revolution – email Redken 

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REDKEN.CO.UK @REDKEN REDKENUK REDKENUKI 


ADVERTORIAL 

Peach Bellini 

featuring @ninaagdal 

Cotton 

Candy 

Glacier Filter 

Using Shades EQ Aqua Blue 

By @bonneyclaire 

Radio London 

Pastel placement Using Shades 

EQ Pastel Pink + Pastel Peach 

THE TECHNIQUES 

Smoked Pearl 

Autumn Flame 

By Claire Flack 

@wigsandwarpaint 

Using new Shades EQ 

Natural Ashes 

08NA + 06NA + Gel to Cream 

Solution for root smudge. 09P 

+ 09V + Crystal Clear + Gel 

to Cream Solution for Zones 

2 and 3 

By @giellygreen 

Using new Shades EQ Reds 

Formula 1: 08C + Gloss to 

Cream solution. Formula 2: 

07RR + 08C + Gloss to Cream. 

Formula 3: 06RR + Processing 

Solution. Varying placement of 

the different formulas 

Frost Gloss 

Using Shades EQ 07T + 08T 


Brush 

strokes 

of genius 

Hair colour has never been this big – thank you Instagram! 

We quiz the leading colourists – and a few up-and-comers – 

about why colour rocks their world 

Tracey Cunningham, Mèche Salon 

and Redken creative consultant for colour 

@traceycunningham1 

All images courtesy of colourists’ Instagram 

There are celebrity colourists and then 

there’s Tracey Cunningham. Adored by 

the Hollywood elite, including Jennifer 

Lopez, Drew Barrymore, Charlize 

Theron and Jessica Biel, the US 

colourist has become synonymous with 

creating beautiful, natural colour for 

stars on the red carpet and in editorials 

– a far cry from when she started out 

as Bette Midler’s nanny! After two 

decades, Tracey remains at the top of 

her game. Her work has graced the 

covers of magazines such as W, Allure 

and Marie Claire, and she opened her 

own salon, Mèche, with co-owner 

Neil Weisberg, in 2012. Regularly jetsetting 

between Dubai, Europe and the 

Kardashian compounds in California, 

Tracey is the undisputed leading lady 

in the colourist world… 

I love Redken Shades EQ 

because… I’ve been a fan and a faithful 

follower of all things Shades EQ for years. 

It’s one of the top three things I can’t 

live without – that’s in a group with my 

son and Americano coffee! The formula, 

range of tones, and shades are just so easy 

to use – any other colour brand pales in 

comparison and I’ve tried the lot. 

What does a modern client want 

from a professional colour? Thanks 

to social media, every girl knows exactly 

what they want when it comes to beauty 

nowadays, and that’s especially true 

of hair colour. This makes my life that 

much easier. When a client comes into 

my salon, they immediately get out their 

iPhone and show me images of celebrities 

or tastemakers with the hair colour they 

are going for. Most are my clients already 

in those inspiration pictures, so I know 

exactly how to apply their colour and 

the results with Shades EQ is always the 

desired outcome. 

How would you describe yourself 

as a colourist? I know what my 

strengths are and I understand the limits 

and I stick to it. I’m not into fads or trends 

– I just want my clients’ hair to be healthy, 

manageable, and gorgeous. 

What has been the highlight of 

your career so far? I’ve had so many! 

I love my Redken family and I enjoy 

travelling the globe to educate other hair 

colourists. The audience and I have a great 

time and I get to meet all these people 

who are so supportive of my career. I get 

to actually meet people I converse with on 

social media and that means a lot to me. 

I just love people and I love this industry. 


COLOURISTS 

Craig Purves, 

Eleven Hair 

@craigsworldofhair 

I love Shades EQ because… as a 

colourist I look for three things in a colour 

range: creativity, results and hair health 

– I’ve been using Shades EQ now for 15 

years as it hits every one of those points. 

Dependable results and incredible shine, 

with infinite formulation possibilities. 

My advice for a young colourist 

is… Being a successful colourist and 

getting the most from your career isn’t 

about being ruthless or waiting for 

things to just happen. It’s about 

continually learning and putting yourself 

out there when you can. When you do 

well, people notice. 

Megan Niccolls, 

Voodou 

@meganniccollshair 

I love Shades EQ because… a few 

of the reasons it appeals to me is that it 

doesn’t lift the natural hair colour. This 

along with the consistency of shades that 

makes it perfect for colour melting, as well 

as it adding unbelievable shine. 


from a professional colour? 

I think the modern client wants seamless, 

shiny hair, whether that be a natural 

balayage to a fashion colour, I always use 

Redken pH-Bonder, which protects and 

adds shine – healthy hair is beautiful hair! 


Michelle Marshall, 

Michelle Marshall 

@michelle _marshall 

I love Shades EQ because… it’s so 

easy to use, it’s very versatile. It moves 

through the hair easily. 

What has been the highlight of 

your career so far? 

There’s been so many highlights, but 

I guess it would have to be landing a 

contract to travel to New York four times 

this year to work at the Redken Exchange 

on 5th Avenue. I get to work with two 

really talented colourists there – Lori 

Zabel and Veronica Ridge. 

My advice for a young 

colourist is… 

Say yes to every opportunity. Expect to 

do a lot of work for free if you want to 

get into the artistic side of things. Never 

give up on your dreams, never cut corners 

with colour, take pride in your work 

and maintain your integrity. 

Harriet Muldoon 

and Amy Fish, 

Larry King Salon 

@amyfishcolour 

@harrietmuldoon 

I love Shades EQ because… 

AF: I love the variety of soft shades and 

the incredible shine and condition. 

HM: of the gloss! And with Redken it’s all 

about bringing back the pH. And there’s a 

shade for every client. 



AF: An effortless colour look that feels 

fresh and exciting. 

HM: It’s not about covering greys – 

thanks to social media and hashtags, 

people are getting bolder and braver. 

I have to deliver Instagrammable colour. 

What’s been the highlight of your 

career so far? 

AF: Winning The It List It Girl award in 

2016; going to Paris to colour models’ hair 

for a Saint Laurent show and building a 

new colour department at Larry King! 

My advice for a young 

colourist is… 

AF: Don’t be afraid to try something new 

and working hard does really pay off. 

HM: Be open and keep working on 

trends and techniques. 

The Artistic Team, 

Live True 

@livetruelondon 

We love Shades EQ because… it 

completely changed our world in terms 

of colour. The intensity of the hue and 

the multitude of possibilities to create the 

perfect tailor-made colour is our absolute 

favourite part. We can obtain tones that 

are incredibly shiny and keep the integrity 

of the hair at the highest level of strength 

and quality at the same time. Lately, silver 

tones are on-trend more than ever and 

Shade EQ offers a fantastic range of icy 

toners that are perfect for our clientele. 

What is your dream when it 

comes to your colour career? 

The dream is to be able to express 

to the world how fantastic we are. 

When we think about it, colour is more 

than a passion, it’s a way of being, living 

and breathing! 


COLOURISTS 

Paul Bingham, 

Lockonego 

@Pbingham75 

Claire Bonney, 

Radio Hair Salon 

@bonneyclaire 

Samantha Cusick, 

Samantha Cusick London 

@samanthacusicklondon 

I love Shades EQ because… of its 

incredible shine! It’s a great product that’s 

got many tones that can be personalised, 

depending on a client’s need. 

Describe yourself as a colourist… 

Enthusiastic and approachable. I like to 

make sure my clients have the best colour 

experience and service. I do take my job 

very seriously; I have a lot responsibility as 

I’m in control of someone’s appearance! 

What’s been the highlight of 

your career so far? Becoming an 

art director for Toni&Guy was big as it 

allowed me to teach colour in an academy 

and to work on hair shows and share my 

colour work with big audiences. I’d love 

to become a Redken Artist now – I’m 

working on it! 

I love Shades EQ because… it’s a 

wonder product, its versatility is its most 

appealing quality. 



A ‘look’ unique to them. We use 

a carefully designed menu based on our 

continual search for the current and 

modern, paired with the Radio aesthetic. 

We aim to deliver a bespoke experience. 

What’s your dream when it 

comes to your colour career? To 

work on campaigns and diverse creative 

projects, hopefully increasing my travel, 

too… and years from now maybe work on 

producing a colour product range! 

I love Shades EQ because… it 

is the colour that everyone is using on 

Instagram. They were creating these 

blondes and I wanted to do that, too! 

Those biscuit blondes that are bright but 

they’re ash? They’re everything! I found 

the techniques and then it was about 

getting the right toner. One of the biggest 

trends is no warmth. 


from a professional colour… and 

how are you delivering? Everybody 

wants that bespoke, tailored approach. 

Clients are really good at knowing what 

they want now. 


Rogue Blonde 

South Kensington’s Larry King Salon gets fierce with its blondes 

with a colour menu that’s up front and a little bit punk 

BRIGHT IDEA 

Clarisse 

Misty 

SAY HELLO TO THE Class of 

2018, graduating from the fingeron-the-pulse 

Larry King Salon. 

The question is, how rogue will 

you go? That’s Rogue Blonde, 

the unifying theme from Larry 

and his queens of colour, Harriet 

Muldoon and Amy Fish. This 

colour-rich collection is all about 

taking a little bit of an anarchic 

approach to blonde this season, 

it’s the art class muse, playing 

with pastel shades and more 

vibrant streaks and finished with 

a laissez-faire attitude that’s a little 

bit raw, very real and relatable, 

and naturally covetable. “Women 

want to feel like they’re being 

taken seriously,” explain Amy and 

Harriet. “The long, loose waves 

we’ve seen in the past few years 

can cover so much of the face and 

feel a bit staged in the world of 

New Feminism. It’s about being 

individual and bold – it’s like 

power dressing for hair.” 

This first collection from Larry King 

Salon, with all looks using Redken 

colour and styling products, is 

steeped in late ’80s rock and early 

‘90s grunge references, with a 

smattering of Supers and a smidge 

of punk, too. Think Courtney 

Love, Drew Barrymore, Winona 

Ryder. And for the boys, Larry’s 

team is crushing hard on Leonardo 

Di Caprio circa Romeo+Juliet. 

You had us at Winona – we’re 

ready to go full rogue... 


BRIGHT IDEA 

Nancy 

Courtney 

“Women want to feel like they’re being taken 

seriously… it’s about being individual and bold 

– it’s like power dressing for hair” 

AMY FISH AND HARRIET MULDOON 

Styling by The Styling Team at Larry King using Redken. Colour by Queens of Colour at Larry King using Redken. Make-up by Jade Farmiloe. Photography by Phoebe Fox. 


The crown jewels 

From fuchsia to chartreuse, 

wedge cuts to side points, the 

Marc Jacobs A/W18 show was 

a masterclass in statement 

hair. Josh Wood and Guido, the 

backstage leads creating the 

hair looks with Redken, lift the lid 

on how the story came together 

This page: photography by James Cochrane 


MARC JACOBS A/W18 

Josh Wood (left) and Guido backstage at Marc Jacobs 

In a show that saw 80 per cent 

of the models donning hats, 

you know it must have been 

pretty spectacular hair on the 

remainder to have ended up on the 

cover of The New York Times. That 

was down to the talent of session 

stars Josh Wood and Guido. 

An illustration of the power 

of collaboration, the duo worked 

with the designer to deliver a 

darker take on ’80s nostalgia, 

referencing classic Sassoon 

techniques with the cuts, and neon 

from an ’80s nightclub for the 

colour. It was a fusion that excited 

the world of fashion, something 

that isn’t so easy to do in 2018. 

Marc had a clear view about 

what he wanted to create, looking 

at a very specific time in the ’80s 

using extreme silhouettes. “It 

felt night time, colourful but in 

a dark way,” says Guido, global 

creative director for Redken. “I 

went back to what had an impact 

on me at the beginning of my 

career. I started at Sassoon, those 

haircuts were my blueprint for 

hairdressing.” After each model 

was cut, colour took over. 

The designer set Josh the task 

of colour-matching every single 

piece of fabric the models would 

be wearing. The Redken global 

color creative director found it 

all reassuring. “With designers, 

colour is so subjective. We had 

20 samples of fabric that we were 

trying to match to the hair. It’s 

much easier than Marc saying ‘I 

want a fuschia pink’, because his 

fuschia is very different to Guido’s 

fuschia… there were goals we were 

trying to achieve,” he explains. 

“The more clear the brief, the 

easier it is to deliver.” 

It was an intensive project. 

Three days of conversations 

before anyone arrived at the test, 

and then three 20-hour days with 

Josh’s team working in shifts. 

And some shades were more 

of a challenge, namely chartreuse. 

“We had to bleach the hair to a 

very specific shade of mustard 

to avoid a banana yellow. It still 

needed a lot of underlying pigment 

to get that green-gold. That was 

done five times,” Josh admits. 

In fact, three formulas were 

fused together. Formula one 

(Redken City Beats in High Line 

Green) was blurred into formula 

two (Redken City Beats in Yellow 

Cab plus a drop of Redken City 

Beats in Times Square Teal) and 

blurred into formula three (Redken 

City Beats in High Line Green + 

Redken City Beats in Yellow Cab 

plus a drop of Redken City Beats in 

Brooklyn Blue). 

“We were up and down those 

stairs in the Marc Jacobs studio. 

Precision colour, where placement 

is everything, is not easy to do over 

a kitchen sink.” 

The end result was one that 

thrilled both designer and the 

wider fashion world alike. The 

models in question have since 

been used in the Marc Jacobs 

seasonal campaign and used 

by Guido in a magazine shoot. 

And it was a first for Josh Wood, 

seeing himself name-checked in 

the show notes. “It was a career 

highlight for me,” says Josh. “Marc 

said that what I’d done exceeded 

expectations, he’d never seen 

colour like that. It’s a pretty proud 

moment when you’re allowed 

to do something for a genius 

and you’re introducing them 

to something rather than just 

meeting their expectations.” 


Teddy Quinlivan (right), 

Leomie Anderson Teddy Quinlivan and Leigh (right), Lezark 

Leomie Anderson (left) and for Leigh Redken Lezark 5th Avenue (left) 

for Redken 5th Avenue 

All rights reserved. 2018 

LACQUER YOUR HAIR WITH LIQUID COLOR 

NEW COLOR GELS LACQUERS 

LOW AMMONIA. LOCKED-IN SATURATION. LACQUER SHINE. 

Permanent liquid color reinvented. Get rich, saturated results with 

high impact shine. Now with Color Gels Lacquers and Shades EQ 

you have the perfect liquid color pair for up to 100% coverage 

and an easy refresh on Zones 2-3. #ColorGelsLacquers

Bronde, Blonde and Beyond 

Let’s get creative and colourful with this savvy service menu from Radio Hair Salon 

& Gallery in London’s King’s Cross, all created in collaboration with Redken for a 

plethora of pastel possibilities… and beyond! 

BRIGHT IDEA 

Beyond Pink 

Beyond Silver 

Beyond Silver 

Bronde 


BRIGHT IDEA 

Beyond Pink 

Blonde 

“She shows confidence and control, 

all while looking relaxed and cool” 

CORRADO TEVERE 

Hair and concept by Radio Artistic Team. Make-up by Liz Marsden. Photography by JC Verona. 

IN RADIO HAIR Salon & 

Gallery’s new Kings Cross 

location, there’s a space that’s 

primed for the team to shoot 

their work on a regular basis. 

And the windows in the newlygenerated 

and achingly-cool Kings 

Cross neighbourhood showcase 

just what this rather brilliantly 

talented team can do. Currently 

being showcased is its Bronde, 

Blonde and Beyond service 

menu, created in collaboration 

with Redken and cleverly tapping 

into consumer lust for Instagramworthy 

colour. It’s a simple yet 

impactful collection of images for 

clients to engage with. “Emulating 

a ‘Parisian chic’, the Bronde is 

elegant yet cool,” explains Radio’s 

founder Corrado Tevere. Here, 

the team showcase looks for 

clients wanting low-commitment 

colour, and a more natural and 

blended finish. Blondes? Well, 

they’ll always be a big colour 

business driver, and the line-up 

here includes high impact tones. 

“She shows confidence and 

control, all while looking relaxed 

and cool,” explains Corrado, while 

another look that’s a brighter, 

vivid finish makes regrowth a 

feature, gives this baby blonde an 

edge, and makes visits to the salon 

less frequent. Beyond Pink offers 

the most playful look, alongside 

Beyond Silver, which has a fierce 

personality. “The colour hue is 

soft yet very bold,” he smiles, 

“it’s sophisticated with lots of 

edge.” We think Radio’s clients 

will be spoiled for choice. What to 

go for first? 



LIKES 

Social life 

It’s not just about the hair at these salons, it’s also about ‘the hang’. 

See how Larry King and Samantha Cusick have crafted their 

salons and their swagger, to ensure clients are sharing to the max 

Larry King, 

Larry King, South Kensington 

@LarryKingHair 

Larry King at Larry King Salon 

Search #LarrysWorld on 

Instagram and you’ll soon 

see why Larry King has 

all the beauty press a-flutter and 

a long list of celebrity clients and 

editorial credits. This canny use 

of social media has really helped 

drive the success of the Larry 

King salon in South Kensington 

beyond that of just another cool 

London hairdressers. “It’s not just 

about getting your hair done,” he 

explains, “it’s about hanging out, 

having a coffee outside, meeting 

your mates while they’re getting 

a blow-dry. I want this to be a 

community…” No wonder the 

#sociallifeforyourhair hashtag he’s 

created is gaining such traction. 

Alongside his wife and 

business partner, Laura, Larry 

has crafted a salon that is the 

epitome of social FOR social 

(media, that is). It’s a mix of 

stunning decor that makes 

various angles and scenes utterly 

Instagrammable. A fusion of East 

End cool with West End luxury, 

Larry describes the design as 

“industrial elegance”, all grey 

shades, high gloss tiles, wooden 

floors and bespoke granite work 

stations. And it’s a continual 

evolution: as he and Laura find 

more interesting pieces to pepper 

the place, the salon’s look will 

evolve further. 

A key element is Larry’s 

partnership with Redken. 

“It’s such an influential brand, 

especially in the US. Here, it’s 

been more of a sleeping giant. You 

know it has Guido, but it’s making 

great strides and Josh Wood has 

come on board, too. The products 

tick every box – it’s an abundance 

of innovation.” 

From the pavement seating 

outside to the library of fashion 

books and the Copper Dog-stocked 

drinks trolley in reception, the hang 

element of the salon is clear. It’s not 

stuffy; it’s fun, friendly and you’ll 

want to stay a while. 

“This is also a place where you 

want to take pictures, which is all 

for social media but it also feels 

like home,” Larry adds. “There are 

different areas of the salon where 

you can capture those moments.” 

Examples include the ‘Loo with a 

View’ and the all-pink bathroom 

in the basement. There’s even a 

selfie seat, and it leads to organic 

advertising for his salon and 

team, while creating “Instagram 

envy” for his potential clients. 

No wonder Pixie Lott and David 

Gandy include their snip visits on 

their own Instagram pages… 

“This is also a 

place where you 

want to take 

pictures, which 

is all for social 

media but it also 

feels like home” 

Larry King 


Samantha Cusick 

Samantha Cusick London, Notting Hill 

@SamanthaCusickLondon 

From the palm fronds to 

the millennial pink and 

the flamingo icons, the 

Samantha Cusick London salon 

is an Instagrammer’s dream. 

Samantha herself has curated 

the concept with care and detail 

to make sure that the client 

experience appeals to… well, her! 

“I’m the target market,” she 

says. “I’m 30; our aim is 25 to late 

30s and I was thinking: ‘There’s 

nowhere I would want to go and 

get my hair done. What would I 

want?’ Good music, a nice place to 

sit, stuff to do like paint your nails, 

nice drinks. It’s somewhere to 

hang out and have fun… and you’re 

going to leave with good hair!” 

This Nottingham-born stylist 

knows the start of the client’s 

journey begins when they find 

your salon online. So visit the 

salon’s site or Instagram and 

you’ll know precisely what this 

brand is about. “When they walk 

through the door it’s consistent 

with that,” she agrees. “Everything 

is pretty and organised, the staff 

are friendly and engaging, and you 

get to know them on social media, 

which is important. It takes away 

that ‘front’; that old experience 

of walking into a hairdressers 

and everyone looking you up and 

down. As soon as someone comes 

in they feel like they know us 

already, it puts them at ease and 

they have a better experience.” 

When you have bloggers with 

huge followings sat in your chair - 

think Zoella and Tanya Burr – it’s 

understandable that you’re going 

to think about your business 

through that filter, and Samantha 

admits that she draws inspiration 

from them whenever they visit. 

So, what’s the secret? “It’s always 

about being yourself; as soon as 

you’re not, then what’s the point?” 

she questions. “Don’t do anything 

you don’t feel comfortable with, 

because then you lose credibility.” 

And think about your lighting, 

too. “My friend, the blogger Em 

Ford, sent me a ring light two 

years ago, and all the package said 

was ‘#instagramupgrade!’” she 

laughs. “It gave our shots a whole 

new life. It makes a big difference. 

You can’t rely on natural light.” 

Again, it’s about that client 

experience – everyone feels more 

comfortable with the light because 

“you look more glowy,” she smiles. 

“It’s somewhere to 

hang out and have fun… 

and you’re going to 

leave with good hair!” 

Samantha Cusick 

Samantha Cusick at Samantha Cusick London 


LIKES 


The cult of 

personality 

You might think big, but do you act big? We ask Lee Stafford and 

Craig Chapman how their personas have impacted their careers 


CULT OF PERSONALITY 

Craig Chapman Hair Design 

Lee Stafford 

@leestaffordhair 

Perhaps the very definition 

of ‘personality’, the 

charming, funny and 

straight-talking Lee Stafford was 

a breath of fresh air when he hit 

big in the ’90s. He was real, and 

his neon pink and Staffie dog 

branding was unlike anything seen 

elsewhere in hair. And what still 

comes across, is his warmth and 

his passion for the industry. 

Having spent the first six years 

of his career in his mum’s living 

room in Essex, he admits “I didn’t 

learn in the conventional sense, 

so I had to go on lots of training 

courses”. This gave him a unique 

perspective on the variety of hair 

education out there. 

He points to one example: 

“when I used to sit in that training 

room, you could hear a pin drop. 

Everyone was scared to ask a 

question – well I wasn’t! – and the 

people up there would talk, talk, 

talk. That’s not very empowering 

for anybody,” he bristles. 

It’s one of the reasons why 

today he is laser-focused on Lee 

Stafford Education, currently 

running in 13 UK colleges. He’s 

determined to raise the standard 

of young stylists leaving college 

and ensure they’re work-ready. 

“Redken 

empowers 

people through 

the way it 

coaches” 

Lee Stafford 

This passion for education 

is also why his love affair with 

Redken still burns bright – he 

admits that even after 30 years 

he’s never used any other industry 

brand. “Lots of product houses 

do great products, but for me it’s 

always about the way Redken 

empowers people through the 

way it coaches. It will encourage 

you to ask a question early on and 

they will make you feel special,” he 

explains. “It knocked me sideways 

back then, and it still knocks me 

sideways today.” 

Lee is a prime example of 

success coming from a drive 

within – he has powered his own 

success. “One of Redken’s mantras 

is to encourage individuality – 

there’s no-one like you, there’s 

no-one like me,” he explains. 

“I’ve learned that if you copy 

you’ll get nowhere. You have to 

be innovative, and the only way 

to be innovative as a person is to 

be yourself. You’ll be original, and 

you’ll stand out for that.” 

Craig Chapman 

@craigchapmanhair 

Many might think of 

Cornwall as a rather 

sleepy place; but 

Launceston-based Craig Chapman 

is anything but sleepy. The 2017 

Most Wanted Creative Talent 

winner is a fizzing ball of energy 

who runs a brilliantly successful 

salon in Cornwall and also 

balances that with a busy session 

and TV career (he’s on his third 

season of The Voice). Oh, and he’s 

launched a talent agency. “Well, 

if you want to make it big, there’s 

no time to be a shrinking violet!” 

he laughs. 

But raising a profile outside 

your salon area when you’re from 

a small Cornish town isn’t the 

easiest thing to achieve. And that’s 

where his agency HAIRDOTCOM 

found its roots, explains Craig. 

“This was designed not only to 

expand my career, but also to 

provide opportunities for stylists 

to work in London without having 

to make the move there.” 

On one show alone, Craig 

and his cohorts looked after 60 

people, including dancers, bands 

and choirs, all with the help of a kit 

bag stuffed with Redken products. 

“The very first day I started was a 

Redken training day!” he grins. 

“Its education ethos always has 

been so strong.” 

So, what’s the secret to such a 

successful career outside of a big 

city? “Being happy is so important 

as it makes people want to work 

with you,” he says. “Of course 

there are moments to be serious, 

but I try and be the best version of 

me at all times.” 

“If you want to make it 

big, there’s no time to 

be a shrinking violet!” 

Craig Chapman 


The young 

and the restless 

Young consumers are used to doing it themselves – but 

these salons are winning them over and into their chairs… 

VOODOU, 

Liverpool 

@voodouliverpool 

General manager Victoria Buckley 

and founder Rob Webb 

“We’re passionate about being individual 

and we encourage that in our stylists” 

Victoria Buckley 


YOUNG AND RESTLESS 

Never stand still and constantly 

reinvent yourself, that’s the drive 

that underpins the brilliantly 

buzzy Voodou in Liverpool. From unicorn 

colours to super-long extensions, Voodou 

is a firm favourite among the beautyobsessed 

from Bootle and beyond. “We’re 

not afraid to experiment and one of our 

greatest strengths as a salon is that we 

have an large team with differing skills,” 

says general manager, Victoria Buckley. 

“We collaborate to make sure those 

skills and experiences are drawn upon to 

achieve the best results for each client.” 

For customers who want hair that 

inspires Instagram envy, Voodou has it 

covered. “Our social media and online 

presence has been strong for sometime, 

and at the heart of that is our Instagram 

account, which shows off the amazing 

talent in Voodou,” says Victoria. “It’s a 

massively important reference point for 

younger clients seeking inspiration and 

reassurance about a hairdressing brand.” 

She admits that the social side has 

been “a massive learning curve”. “The 

key is to keep on top of new platforms 

and new techniques,” she explains. 

“The biggest challenge for any salon is 

getting the stylist to understand how 

important social media is to building their 

own columns. Generally, the 18-30 age 

group no longer Google for salons; they 

search out salons on Instagram, so you 

need images and videos and the stylists 

need to be up for providing that. We have 

been lucky that stylists have got on board 

and have amazing work to show off.” 

It’s that obsession with creative work 

and reinvention that Victoria believes 

puts them ahead of their rivals. “We’re 

passionate about being individual and 

we encourage that in our stylists and our 

clients,” she says. “Where others may 

see ‘challenge’ we see ‘opportunity’. We 

are fearless – people seek us out for that 

ultimate transformation because they 

trust us to get it right.” And that’s where 

Redken is the perfect partner – Victoria 

loves the cool New York vibe and its sense 

of ‘can-do’. “It’s a great brand fit for us.” 


Adam Reed (left) and Paul Percival 

PERCY AND REED EAST, 

Spitalfields 

@percyandreedsalons 

A 

salon experience that seamlessly 

fuses some serious cut and colour 

know-how with a laid-back, 

effortlessly cool vibe befitting of an East 

London postcode – welcome to Percy 

& Reed East, the second salon in Paul 

Percival and Adam Reed’s hair empire. 

East, in the bustling Spitalfields 

area, followed five years after the launch 

of West, in Great Portland Street. “We 

wanted to head to East London because 

that’s where I did most of my original 

creative work – there are so many 

photographic studios around here,” says 

Adam. With bags of character, the decor is 

retro yet slick, with many of the trademark 

characteristics remaining from its time 

spent as a base for tomato and banana 

merchants (like the colour accents and the 

air-holes still in the walls, which used to 

circulate air to keep the fruit fresh). 

It’s eminently Instagrammable, which 

has no doubt won the attention of local 

young hipsters when making their choice 

of salon to visit. Yet individual touches 

dotted around the salon remove all traces 

of pretentiousness, such as the selection 

of Adam’s personal book collection on the 

“Why Redken? They’re bloody 

great products, that’s why! We 

love the connection with Guido 

and how he’s genuinely involved 

in product development” 

Paul Percival and Adam Reed 

shelves, the entertaining graffiti quotes 

on various parts of the furnishings and 

various childhood mementos (though it’s 

the bathroom that steals the limelight, 

with its eclectic selection of framed, 

vintage, kooky pictures that are certainly 

worth a look at). And it’s deeply personal: 

look around and you’ll spot the wigs Percy 

& Reed created for the L’Oréal Colour 

Trophy Grand Final show, and there’s a 

huge chair presented as a gift from the 

singer Will Young. 

Why did Paul and Adam chose to 

partner with Redken at Percy & Reed 

East? “They’re bloody great products, 

that’s why!” they chorus. “We love 

the connection with Guido and how 

he’s genuinely involved in product 

development,” continues Adam. “Redken 

is a brand that’s packed with integrity 

and authenticity.” 

“There’s real innovation,” adds Paul. 

“Redken understands the consumer and 

intuitively knows what product they’re 

going to want next.” 


YOUNG AND RESTLESS 

WIGS AND WARPAINT, 

Sheffield 

@wigsandwarpaint 

You can tell from the decidedly 

retro logo of Yorkshire salon Wigs 

and Warpaint that this isn’t your 

average hairdressers. In the bustling city 

of Sheffield, it has firmly established itself 

over the past decade as a fun, creative 

destination for all things hair, and that’s all 

been designed with the client in mind. “It 

can be quite intimidating, coming into a 

big salon,” admits Claire Flack, the salon’s 

creative and managing director. “You 

know from our styling that we’re fun and 

vibrant – and it all works for the client.” 

And while that customer base covers 

all ages, there is a wealth of younger 

“You know from our 

styling that we’re fun, 

we’re vibrant – and it all 

works for the client” 

Claire Flack 

clients; Sheffield is a thriving student 

hub, home to two large universities. The 

salon celebrated its 10th anniversary by 

collaborating on a fashion show with 

students from Sheffield Hallam – Wigs 

and Warpaint looked after the hair as 

models hit the catwalk, sporting garments 

from fashion students as well as a local 

designer. It’s this kind of activity that 

helps the salon stand out. “With our 

system we can tailor deals as we need 

to, such as when a stylist is quiet, we can 

really target them.” 

If those younger clients are working 

to a budget, there are plenty of bespoke 

services to suit them. “The new Flash Lift 

Express Blonde from Redken is a quicker 

highlighting service for which we can 

charge a little bit less,” explains Claire. 

“Technique and toners play their part 

too – all services you can’t get in a box at 

home. “We’re always trying to think up 

cute little names for the tones we use, and 

make that service as personal as we can 

for that customer,” Claire adds. 

And naturally, all these tones and 

techniques are shared on its social media. 

“We want people to get a feel for the 

salon, rather than just seeing beautiful, 

professional pictures. We show the salon 

inside, the team, what we’re all doing, 

real customers…” Like plenty of the local 

students, we like what we see. 


Redken Symposium 

Learn, earn 

and live better 

Your school days might be behind you, but to keep growing and improving, education is key. 

The right course or mentor can make all the difference in your career trajectory, so when you 

pick an education partner, make sure you pick a brand that’s as unique as you 

Michael Jackson once said that 

“the greatest education in the 

world is watching the masters 

at work” – a perfect maxim for stylists 

and colourists. And in the world of hair, 

education can mean so much more than a 

teacher and a classroom. It can offer you 

opportunities to not just broaden your 

mind, but potentially travel the world, too. 

Salon owner, Michelle Marshall found 

this when she attended the International 

Redken Artist Connection. The threeday 

education event brings together 800 

Redken artists from around the world and 

focuses on everything from the business 

of colouring to lifestyle and wellbeing. 

This year’s event took place in Austin, 

Texas and left Michelle feeling “really fired 

up and refreshed”. Opportunities to travel 

and experience new ways of learning 

are just a small part of what is on offer 

to salons. Forward-thinking brands are 

those on a mission to work with industry 

innovators and businesses that bring a 

fresh approach to hairdressing to then 

filter this down to the salons and stylists. 

But what makes Redken education so 

different? Primarily it’s principles-based. 

This means that its principles guide how 

the brand approaches training. The brand 

wants to help you Learn Better, Earn 

Better and Live Better, and its range of 

courses reflects this. 

“I’ve been supported 

every step of the way… 

It’s thanks to Redken’s 

commitment that 

I’m the hairdresser 

I am today” 

Kelly Scott 

The strong heritage of Redken means 

that it understands how transforming 

education can be, and its tribe of regional 

heroes running courses up and down the 

country drive home this message. 

“In a Redken classroom they will 

encourage you to ask a question early on, 

and they will make you feel very special. 

They throw it back to the whole room 

and that brings the room alive,” says Lee 

Stafford, educator and Redken global 

artist. “It’s really about coaching and 

facilitation, Redken believes the answer 

is in the room.” 

Global artists 

AJ Blackadder is a Redken Tribe member 

and has spent the past 18 months being 

mentored by Redken in New York 

and London’s Redken Exchanges, as 

part of the brand’s Global Mentoring 


EDUCATION 

Kelly Scott 

Programme. “It’s been an amazing and, at 

times, challenging course, but I’ve learnt 

so much to help me educate, present and 

facilitate to an international standard that 

Redken artists use worldwide,” says AJ. “It’s 

been great to be the student and embrace a new 

way of doing something I’ve had the privilege of doing 

for decades.” 

AJ attends as many educational opportunities as 

possible. “You’re exposed to a variety of education 

and events that Redken offers. Whether it’s design or 

colouring, new product launches and updates, guest 

artist events, such as when Guido and Josh Wood did 

Creative HEAD’s The Coterie last year, European and 

Las Vegas Symposiums right through to fundamental 

and advanced specialist programmes; there’s courses, 

events and coaching for everyone,” he adds. 

Symposium 

But learning doesn’t stop there, as Michelle Marshall 

discovered when she attended the Redken Symposium 

in Las Vegas. The Symposium is a chance for Redken 

stylists from all over the world to get together and 

learn, network and be inspired by some of the most 

sought-after educators in the world. 

“I had the opportunity to meet with the 

ambassadors for the brand, while attending a variety of 

educational seminars,” explains Michelle. “It completely 

opened my eyes to what you can do and how you can 

work as a team. I came back stronger and better.” 

Personalisation 

Learning happens everywhere – in the classroom, at 

events, but also in your salon. Bespoke in-salon training 

is perfect for those that don’t want to sing from the 

same hymn sheet as everyone else. Redken offers you 

the opportunity to tailor your education to exactly what 

you and your team need, on a rolling monthly basis. 

In-salon education can offer you and your salon the 

chance to receive targeted knowledge, helping to fill in 

any gaps in your team’s skills repertoire. 

Keith Owen from Owen Hair Design teaches 

Redken courses more than he attends them now, but 

he still tries to ensure the salon team receives in-salon 

training from Redken whenever possible. “We prefer to 

get the whole team involved with training, and it’s easier 

and more cost effective to do it in-salon,” he says. 

Cost is a key consideration. For salons with already 

stretched budgets, education is often the first thing 

to go. Not only is it time out of the salon, but not all 

courses turn out to be as relevant as initially hoped. 

With in-salon training, you have the opportunity to 

hand-pick the courses you want your team to get clued 

up on, while bringing the costs more in-line with your 

budget. No matter what, never stop learning. Start your 

training today, for a better, brighter future. 

Kelly Scott, artistic director 

at Strands Hairdressing and 

Redken global artist, reveals 

how far Redken can take you 

“I HAD MY FIRST experience of 

Redken education when I was just 16 

years old. It was a product knowledge 

class and I had no idea how far I would 

come or the opportunities that awaited 

me back then. As my career developed, 

Redken has always been present. 

I attended my first Redken 

Symposium when I was 21 and that is 

what changed everything for me. I was 

a senior stylist confident in my craft 

and I wanted to get on that stage and be 

an international Redken artist. 

Since then, I’ve been supported 

every step of the way by Redken. I teach 

at Redken’s London and Manchester 

Exchanges, as well as at New York’s 

Exchange on 5th Avenue. I also provide 

personalised in-salon training, I’ve 

travelled across the world for the 

brand and met and worked with some 

truly great and inspiring people. I’ve 

also presented on stage for many 

of Redken’s big events. We are now 

planning 2019’s Symposium – it’s going 

to be amazing and I can’t wait. 

“The thing I love most about 

Redken education is that it’s learningfocused. 

It’s all about the people 

that come to your classes. Helping 

them achieve their outcomes, giving 

them new methods that will help them 

be better at what they do every day. 

It’s all in the motto ‘Learn Better, Earn 

Better so you can Live your Best Life.’ 

Redken also has a great programme to 

support its artists. 

“We all support each other, we are 

responsible for each other and just as I 

want to do my best work, so do others. 

It’s thanks to Redken’s commitment 

that I’m the hairdresser I am today.” 

DIARY DATES 

THE THREE KEY REDKEN 

COURSES TO INCLUDE IN 

YOUR EDUCATION CALENDAR 

Creative Business 

Coaching Journey with 

Carolyn Sweeney 

On this four-day course, salon 

owners and managers will learn how 

to motivate stylists to increase clients 

bills, additional services and retail. 

4You can also attend individual dates 

as standalone sessions. 

When and where: 

5 September, 26 September, 

23 October, 14 November, 

London 

Your Future Color – with 

international Redken artist 

AJ Blackadder 

Discover how to plan, progress and 

evolve your client’s colour journey, 

while reigniting your passion for 

colour and growing your clientele. 


15 October, London 

Game of Blondes with 

Kelly Scott and adam browne 

This two-day course comes straight 

from NYC and will give you all the 

tips and tricks you need. Learn 

how to identify the products and 

techniques to make your blondes 

the very best. 


22 and 23 October, London 

TO BOOK, VISIT 

LOREALACCESS.COM/UK 


RECRUITMENT 

WANT TO BE 

DIFFERENT? 

DO YOU WANT TO BE PART OF A DYNAMIC BRAND 

COMMITTED TO INDUSTRY INNOVATION? 

DO YOU WANT TO BE PART OF AN EXCITING 

NEW MOVEMENT IN HAIR? 

WANT TO LEARN, EARN AND LIVE BETTER? 

IF THIS IS YOU, 

REDKEN WANTS YOU 

Redken is exploding. We are looking for talented, modern industry 

enthusiasts to join our Tribe in Commercial and Education roles nationwide. 

WANT TO BE A PART OF IT? 

Get in touch today. Email us at info.redken@loreal.com to find out more.

HERE COME THE GELS... 

THE REDKEN COLOR REVOLUTION STARTS HERE! 

DISCOVER THE NEW LIQUID LACQUERS THAT 

ARE REINVENTING PERMANENT HAIR COLOR! 

WITH ADAM BROWNE, INTERNATIONAL REDKEN ARTIST 

EVENT 

Join Adam and other leading industry influencers for inspirational 

nights of color, with live model transformations and techniques. 

EVENT DATES: 

10 TH SEPTEMBER – LONDON 

17 TH SEPTEMBER – MANCHESTER 

24 TH SEPTEMBER – BRISTOL 

WANT TO BE A PART OF IT? 

Contact your Sales Consultant to book an event. 

Not Redken? Want to find out more? Contact info.redken@loreal.com

Local 

heroes 

Beyond London and the UK’s biggest 

cities there are booming salon 

businesses that have blossomed over 

decades. What’s the secret to their 

continuing success? Let’s find out… 

“We’ve had some clients bring in 

children for their first haircuts… 

and now they’re bringing in their 

own children!” 

David Hyde 

David Anthony, 

Portsmouth 

“THE SECRET IS the team, 

admits David Hyde, founder of 

37-year-old David Anthony salon 

in Portsmouth. That’s what he 

puts his success down to – with 

five colleagues who have been 

with him for more than 25 years, 

it’s a consistency that clients love, 

a continuity. “They know our 

faces, so our clients do feel like 

they’re coming into a family,” he 

smiles. “There’s a lovely closeness. 

We’ve had some clients bring in 

children for their first haircuts… 

and now they’re bringing in their 

own children! It’s lovely.” 

Having been laser-focused to 

own his own salon by the age of 21, 

David worked hard and saved even 

harder to achieve that goal, with 

two months to spare. “I’m very 

driven, and you’ve got to move 

with the times,” he admits. “I still 

train, attend launches, and that is 

part of it – I enjoy that. It’s very 

easy in hairdressing to fall behind.” 

Education is a priority, and 

it’s here that his product partner 

of 25 years, Redken, has excelled. 

“The support we get from Redken 

is immense; we’re not a London 

salon and through Redken we 

get to work with names I don’t 

think we’d see otherwise, like Lee 

Stafford and AJ Blackadder. And 

they come to us, spending a whole 

day with the team. It’s brilliant.” 

And the family vibe isn’t 

confined to the salon. “Redken 

feels like part of the team, we’re 

part of a tribe,” he says fondly. 

“We go to events and we know the 

other salons there, and there’s no 

rivalry. We’re all in it together.” 


LOCAL HEROES 

Aesthetics, 

Solihull 

THE EXCITEMENT with which 

Sarah Bowron, co-founder of 

Aesthetics with partner Adrian 

Bowron, approaches her brand 

and her team is palpable. “We’re 

always looking ahead – what’s 

done is done,” she says bluntly. 

Recognising how time-poor 

people are now, Aesthetics wants 

to ensure “clients are enjoying 

their time with us, and that they’ll 

leave buzzing with new ideas – not 

just hair, but how we’ve done the 

flowers or the coffee”. Sarah puts 

the brand’s longevity down to 

being authentic and doing really, 

really good hair. Training has also 

been vital. “We invest massively in 

our team, have regular meetings 

and ‘play dates’. Every salon owner 

knows you are only as good as the 

people you’re working with.” 

Retail has also been a huge 

success (a change in pricing 

strategy has seen sales rise £6,000 

in its first two months), and Sarah 

stresses the importance of value. 

“When you get to front of house, 

the bill can look expensive. A 

complimentary bottle of Redken 

shampoo and conditioner softens 

it,” she explains. “The client’s 

perceived value is way higher than 

the actual value to the salon, and 

that’s a £150 or more colour or 

extensions service for the salon, so 

it’s a win-win.” 

“Every salon owner 

knows you are only 

as good as the people 

you’re working with” 

Sarah Bowron 


Creations, 

Chichester 

“IF YOU cut me, CAT comes 

out of my veins! I’m Redken for 

life!” Carolyn Sweeney’s laugh 

is infectious; a warmth and 

intelligence radiate from her as 

she discusses her 20-year-old 

salon, and her adored team, 80 

per cent of whom have been with 

her for more than 10 years. And 

it’s the team she cites as the secret 

of Creations’ success. “If you 

don’t keep educating and get the 

team right, you won’t have client 

longevity,” she says simply. 

But it’s also about cash flow, 

she adds, and being in control of 

your own finances. “We all have 

good and bad times, but cash is 

king. You’ve got to make sure that 

the money is in the bank before 

you invest in anything. And the 

team needs to know that – if they 

want education or new basins, 

the money has to come from 

somewhere,” she says. As soon 

as someone graduates from the 

Creations Academy, they’re 

expected to attend three Redken 

colour courses – Highlights, Color 

ER and Principals of Color, to 

ensure everyone is fully immersed 

in the world of Redken colour. 

It’s this level of skill and craft 

that Carolyn believes should be 

pushing salon owners to increase 

their prices. “Our industry still 

desperately under-charges for 

what we do. Deliver beautiful 

hairdressing and charge for what 

you deliver… and stop being 

scared. Aren’t you better off with 

one haircut at £50 than two cuts 

at £25? There is no other industry 

holding prices down like ours!” 

“If you don’t keep educating 

and get the team right, you 

won’t have client longevity” 

Carolyn Sweeney 


LOCAL HEROES 

Strands 

Hairdressing, 

Fareham 

“THERE’S NO SECRET – it’s just 

doing it!” exclaims Pauline Howe, 

the brains behind Hampshire’s 

Strands Hairdressing salons, when 

asked about her success. Strands 

is now 31 years old and a prime 

example of a regional salon that 

thinks big (just ask Kelly Scott, a 

global Redken artist who works 

here). “Sometimes people think 

you’ll open the doors and it’ll be 

a success overnight, but business 

isn’t like that,” she laughs. “If you 

do something that you really like, 

and you do it for long enough, 

you’ll be successful. ” 

It’s that work ethic that hums 

along in Strands. “You and your 

staff need to keep up-to-date with 

the industry and trends, because 

things are always moving. As I get 

older, I have to ensure my salon 

stays top in the area, that people 

want to talk about and visit.” 

How does she do it? “You 

need to read magazines like 

Creative HEAD and attend events. 

It is difficult to stay interested and 

motivated. Sometimes I’m guilty 

of thinking ‘I’ve done that before’, 

but the young stylists in the salon 

haven’t. You need to feed from 

their enthusiasm.” 

The choice of brand partner 

has also been instrumental. 

“Choose one that fits your salon, 

develop a really good relationship. 

For us, this is Redken,” she adds. 

“You and your staff 

need to keep up-to-date 

with the industry and 

trends, because things 

are always moving” 

Pauline Howe 


BRIGHT IDEA 

The Ear Candy Styling Menu 

Chelsea favourites Lockonego London collaborate with Redken on a 

styling menu that’s bang on trend with the piercing craze, and perfect 

for any party those chic Sloanes will be attending… 

Side Sweep 

The Slick 


BRIGHT IDEA 

WANNA BE ADORNED? Any 

glance across Instagram will 

illustrate the worth of a statement 

earring – US jeweller Maria Tash 

launched her piercing palace in 

London’s iconic Liberty and 

Milan Fashion Week catwalks 

were heaving with earrings (we’re 

looking at you, Versace and Dolce 

& Gabbana). So, if your clients 

have spent their pounds piercing 

up a storm, they’ll want to show 

off that bling. Enter statement 

hair from Chelsea favourites 

Lockonego London and its Ear 

Candy menu, by salon co-founder 

Jonathan Long (pictured inset). 

Perfect for those with 

exhibitionistic ears and look-atme 

lobes, the menu uses iconic 

backstage styling products from 

Redken to create inspirational 

styles that are adaptable to a 

client’s hair texture and length. 

It’s a great example of a business 

bringing a wider trend into a 

salon, and spot-on for party looks 

(plenty of those in Chelsea). 

There are four styles that 

will give any ear the exposure 

it deserves, with prices starting 

from £35. But what to choose? 

Side Sweep is inspired by the ’90s 

Super, a deep side-parting with 

undone luxe waves exposing 

your one-sided ear candy, while 

The Slick is a contrasting 

collaboration – wet up front, 

dry and textured at the back, 

with hair tucked behind both ears 

to display adorned lobes. The 

Braided Bun is a ‘3-in-1’ up-do 

pinned into place with jewels 

on show, while Sideshow Bob 

celebrates a classic blunt bob cut 

with personality. Time to get your 

rocks on… 

Braided Bun 

Sideshow Bob 

“Perfect for those with exhibitionistic ears and look-at-me 

lobes, the menu uses iconic backstage styling products from 

Redken to create inspirational styles” 


“We have opened up our retail 

area so clients feel free to look, 

touch and feel the products, and 

this has worked wonderfully” 

Jonathan Long, Lockonego 

Let’s get emotional 

The high street needs to rethink how it engages consumers if it wants them to keep spending. 

We investigate how to get people through the salon doors… and wow them while they’re there! 

The UK high street is an increasingly 

tough place to operate. Today, 

200,000 fewer women are walking 

into hair salons compared with a year 

ago.* With a saturated market, rising 

online players and declining visits, the 

in-person experience has never been more 

valuable. Consider the journey of your 

client through her appointment with you, 

and it might just make all the difference. 

Creating a space that people want 

to visit – to linger and relax in – makes 

a big difference to loyalty, to trust and 

to spend. Novelty and service challenge 

that loyalty; it means that the pressure 

is on salons to stay relevant for their 

clients. L’Oréal Professional Product 

Division’s transformative Salon Emotion 

programme has targeted a similar agenda. 

It’s about offering training and raising 

awareness of services, personalised 

advice and guidance on modernising 

salons; providing more services and more 

personalisation throughout a client’s 

journey through the salon at every 

possible touchpoint. 

When Chelsea’s Lockonego suffered 

a flood, co-founder Jonathan Long used 

it as an opportunity to revamp the salon’s 

concept from scratch. “We worked with 

Salon Emotion and the designer to plan 

out the retail, backwash and mask bar 

concepts,” explains Jonathan. “We came 

up with a concept: a private members 

club/gastro pub vibe. It has bare brick, 

parquet floor, wood panels, splashes of 

colour... but, most of all, a salon that didn’t 

look like a traditional salon, a really light 

and open environment.” 

At Blend in Derby, Jo Pilbeam’s 

experience with the programme has 

helped her future-proof her salon against 

online retail. “Salon Emotion was great 

at helping us to create a proper client 

journey. We like to get the clients involved 

by touching and smelling products on our 

Try Me Table, where you can have a play. 

Creating a retail area has been great for 

customer experience, and makes it feel 

like a retail shop.” 

But how to get people through 

the salon door in the first place? It’s a 

challenge. The average attention span has 

dropped from 12 seconds to just eight.* 

Lockonego 


RETAIL 

“Digital windows are so 

attention grabbing. They 

really stop passers-by in 

their tracks and show off 

the latest hair trends and 

new products” 

Standing out on the high street is vital 

to salon survival. A key innovation that’s 

making a real impact is motion windows, 

a powerful way to modernise your salon 

window display (Lockonego now has one 

in its Kings Road location). 

“Our digital windows are so attention 

grabbing. They really stop passers-by in 

their tracks and show off the latest hair 

trends and new products,” says Andrew 

Rodgers, founder of Funky Divas salons 

in Sheffield. On a practical front, it also 

makes it easier to change your visuals 

regularly and keep your messages and 

images fresh, and the movement helps 

attract more attention. 

In retail research, digital posters 

have proved to be six-times more visible 

and attract up to 33 per cent more new 

customers.* More than three-quarters of 

customers are influenced by videos at the 

point of sale, too. 

Some of it is about hitting your basic 

points – can your salon be found easily 

online, and does it look incredible? Is 

offering clear to potential customers? Are 

key products on display, with star goodies 

shown ? Are you encouraging clients 

to share their finished looks and leave 

gushingly good reviews of your team ? 

An incredible 68 per cent of women 

feel anxious entering the salon for the first 

time,* so you want to be as encouraging 

and inviting as possible. 

And make any kind of wait as 

enjoyable as possible – our obsession with 

coffee is a great place to start. Radio Hair 

in King’s Cross and Sheffield’s Laundry 

include barista-hosted coffee areas in their 

salons, elevating the customer experience 

in a sensorial, modern way. 

One of the main steps in Salon 

Emotion is the consultation. While some 

salons will carry this out at the styling 

station, it’s worth considering a 

dedicated area with two chairs to allow 

a true ‘face to face’ consultation – no 

mirror-based conversations. 

Here, you can bring the discussion 

alive with diagnosis tools, service menus, 

colour charts and even iPads loaded up 

with Pinterest boards or even an app that 

help clients visualise key looks on a selfie. 

Redken even updates a Pinterest page 

(@RedkenUKI) for a brilliant array of 

looks, and Josh Wood is well-known for 

reaching for Pinterest boards for his insalon 

consultations. 

Consultations are also brilliant 

at helping sell products – in fact, 90 

per cent of the sale is made during the 

consultation.* How? Because this is 

where a hairdresser can illustrate their 

knowledge and expertise, and genuinely 

recommend the perfect matches to each 

guest sat chatting to them. 

A vital element of this is the notion 

of ‘retailment’, showcasing your skills 

in front of your customer, use tools to 

diagnose the ideal treatment and prescribe 

a homecare regime. It’s also about creating 

moments of theatre to thrill and excite. 

The colour bar is a chance to 

showcase what makes you different. And 

with 86 per cent of women citing this as 

their favourite moment in salon, it’s an 

element to get everything spot on. 

Laundry 

*TNS study on ‘women and hairstylists’ in four 

countries 2012, data client wave panel UK 2012 


Live True communal colour consultation tables 

Lockonego 

If it’s not right, 70 per cent of women 

say they won’t return.* 

The back bar needs to be located in 

a quieter area, separate from the buzzy 

salon atmosphere. Think dimmable lights, 

a partition wall or even a separate room 

for more relaxation. It’s a great place to 

add some branding, with products on 

clear display alongside treatment menus. 

Of course, clients don’t want to invest 

in salon appointments and products if 

they can’t reproduce the look they love 

at home. Recent studies have shown that 

consumers really trust their hairdresser 

and will buy into a recommendation, 

regardless of price. 

Indeed, this recommendation 

approach seems to be what clients are 

missing – 54 per cent of customers don’t 

buy because ‘nothing was recommended’.* 

Only 8 per cent said that price was the 

issue.* With merchandising tools and a 

fresh strategy, your staff won’t need to 

apply the hard sell. Perhaps a communal 

table without a mirror where customers 

can relax, read, use iPads or test products, 

is worth considering. 

At Lockonego, Jonathan knew he 

wanted to expand and adapt his retail 

offering to create a more involved 

experience. “We have opened up our 

retail area so clients feel free to touch and 

feel the products, and this has worked 

wonderfully for us. Sales are up 

15 per cent,” he explains. “The mask 

bar has been successful as it gets the 

conversation started, and we can create 

bespoke treatments for each individual 

client. We introduced a new way of taking 

bills that has also improved our sales.” 

Retail areas at George Northwood 

and The Chapel are stand- out examples 

– visible and accessible. Clear pricing and 

navigation for self-service are important 

too. Redken has created shelf talkers, 

designed in the language that people 

search in – think ‘for coloured hair’ and 

‘for flat hair’, alongside clipper card stands 

that call out ‘#trending’, ‘best sellers’, and 

‘new arrivals’. This helps close the loop on 

all the buzz clients will have seen about 

Redken products across social media, 

particularly from influencers. 

Salon events where clients can try 

out services and products can also have a 

feel good boost on retail sales and client 

engagement. A great example is the Big 

Hair Do, where 100 salons open their 

doors for one night in September. 

Finally, once that client is finished and 

looking fabulous in your chair, get them 

to share. 

“The power of the selfie today on 

social media is huge – and it’s a fantastic 

advertisement for your staff’s skills. 

So think about getting those selfies on 

point,” advises Melissa Fernandez, UK and 

Ireland general manager for Redken. 

Eleven Hair has designed a 3D flower 

wall for clients to capture their selfie 

looks, while Liverpool’s Voodou has 

a neon ‘Fit Hair’ light, as well as selfie 

backdrop. No wonder an increasingly 

standard piece of kit in the salon is a ring 

light, for the most flattering light possible. 

*TNS study on ‘women and hairstylists’ in four 

countries 2012, data client wave panel UK 2012 


RETAIL 

Innovation 

BRINGING IN NEW PRODUCTS 

that can catch the customer’s eye 

is still the easiest way to ramp up 

retail within salons. Redken has won 

more awards for its products than 

any other professional brand, and 

for good reason. Forward-thinking 

and progressive, Redken’s strong 

scientific heritage 

means that it is 

always pushing 

the boundaries 

and expectations 

of what can 

be created. Its 

Korean-inspired 

All Soft Mega 

Sheet Mask has 

that element of 

play and fun which 

is so crucial when 

introducing clients 

to something new. 

It’s the perfect little packet to keep 

at the reception desk, curious clients 

will find it a little bit intriguing and 

it offers the impulse purchasing that 

so many high street fashion retailers 

do so well! Also concerned with the 

health of hair in an age of bleaching 

and processing (thanks Instagram!) 

is the new Color Extend Blondage 

care line, developed in response to 

hairdresser demand for a purplepigmented 

shampoo within the 

Redken portfolio. It ticks a big box 

in terms of customer demand, 

addressing a huge search trend for 

how to solve brassiness and breakage 

in super blonde hair. Meanwhile 

the recent launch of the Redken 

Brews range for men similarly 

invokes familiarity and ease, with its 

beer-bottle shapes and malt-infused 

formulas, underpinned by the range’s 

scientific credentials. Redken Brews’ 

new Cut & Camo service offers 

the perfect blend of quick colour, 

in just five minutes, and a fresh 

cut – more services and less time 

required means smarter sales. With 

more and more designers wanting an 

artfully undone look, Redken global 

creative director, Guido Palau, 

was frustrated that nothing he had in 

his kit seemed to create the desired 

effect. The Redken No Blow Dry Air 

Stylers are the result of his work 

with the brand’s innovation team to 

create products for the perfect air 

dry look, no matter the hair texture. 

While created with a fashion angle, 

the rising popularity of natural hair 

texture creates that link to your 

client, bringing the creative ideas of 

the catwalk to the salon. 

Voodou 

Staying on top of current trends – 

especially wider beauty trends rather than 

just the latest in hair – can also serve as 

a distinct way to stand out among peers. 

Lockonego’s new Ear Candy styles (see 

page 44) have been designed to show 

off the statement earring trend seen 

across the catwalks. Other key trends to 

pick up on include blow-dry bars for the 

athleisure trend and the always-switchedon 

city types, the rise of vegan or natural 

ingredients and environmentally-friendly 

packaging, or even skincare-inspired 

ingredients and formulations such as scalp 

scrubs. Successful salon retail, like the best 

ideas, cannot flourish in a vacuum. 

Eleven Hair 

WANT TO LEARN 

HOW TO REFOCUS 

YOUR CUSTOMER 

EXPERIENCE 

AND GROW YOUR 

BUSINESS? 

Redken will be hosting 

complimentary Salon 

Emotion events this 

October. 

To book, email 

info.redken@loreal.com 


ONLINE BRANDING 

#OWNIT! 

GONE ARE THE times when you would send out a PR and marketing message 

and sit tight and wait for it to take off. With social media being an integral 

communication channel for modern day, thriving businesses, it’s possible to strike 

up lively, thought-provoking conversation in real-time. Mitchell Wilson, owner 

of Laundry in Sheffield, decided to promote his business by styling four looks in 

one day on the same client. “We wanted to illustrate that we are creative, using 

social media to share our work and push our brand to our clients, who actively 

follow and engage with us online,” he says. “These types of ideas naturally require 

a lot of careful planning and coordination, but the real-time aspect of showing the 

transformation of one client across cutting, colouring and styling, proved really 

popular with our followers.” Social media allows you to constantly reinvent yourself 

as a business and create a unique brand identity in part shaped by the community 

you create – and Redken is the perfect brand partner for it. 

STANDING OUT ON SOCIAL MEDIA MEANS BUILDING A TRUSTED 

COMMUNITY THAT: 

● KNOWS WHO YOU ARE 

● LIKES WHO YOU ARE 

● LOVES WHAT YOUR BUSINESS IS ABOUT 

You need to own the story, think about the message and 

make it a true reflection of your business and you. Mitchell 

Wilson is keen to get disruptive and do more – how about you? 

#BEDIFFERENTBEREDKEN 

Hair by Mitchell Wilson for Laundry, assisted by Jake Richmond-Brough and Gareth McAughley. Photography by Nick Eagle 


Emma Delury 

for Redken 5th Avenue 

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THE CLUB IS OPEN. YOU ARE INVITED. BE A PART OF IT. 

BE DIFFERENT. 

BE REDKEN. 

REDKEN.CO.UK 

@REDKEN @REDKENUK @REDKENUKI

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