Creative HEAD May/June 2020

In print•online•everywhere!

£4.50 MAY/JUNE 2020

We Stand

Together

Bright

future

CREATIVE

IN A TIME OF UNCERTAINTY, INSPIRATION CAN BE A WELCOME SALVE, AN ESSENTIAL

TO KEEP US MOTIVATED AND POSITIVE. THAT’S WHY NOW IS A PERFECT TIME FOR

SCHWARZKOPF PROFESSIONAL TO SHARE ITS NEW INSPIRE COLLECTION FOR S/S20,

SEEN THROUGH THE LENS OF A TEAM OF TALENTED UK & IRISH HAIRDRESSERS

HEAD ADVERTORIAL

ELEVATED CLASSICS. Springtime

romanticism. Punk chic. The Inspire

collection for S/S20, envisaged by

Schwarzkopf Professional global

editorial ambassador Tyler Johnston,

is a British twist on the S/S20

Essential Looks collection, created

through the work of a team of

Schwarzkopf Professional hairdressers.

For the better part of a decade

now, the international trends coming

out of its German home have been

fi ltered and adapted through the

eyes of some of the best talent in the

UK and Ireland. The Inspire creative

team came together over three

days, starting with a presentation

by Tyler and Kay Brady, head of UK

professional partnership services,

about the Essential Looks global

trends and over-arching concept.

Then the team tested their own

creativity, with a model to cut and

colour for each, ready to put their

own spin on the Essential Looks.

Toning up

A lot of excitement stemmed from the

team’s fi rst look at the new updates to

the BLONDME Blonde Toning range.

Launching later this year,

Schwarzkopf Professional has upgraded

the much-loved formula to a gelcréme

consistency, which is perfect

for applying either with a tint brush or

straight from the bottle to saturate the

hair, giving you more fl exibility for use.

The existing assortment of shades

sees the addition of new neutral and

cool tones, as well as four brand

new Deep Toning shades, specifi cally

designed for pre-lightened darker bases

levels 5 to 8.

It’s a refi ned collection, with new

tones, new colours, a new consistency

– and new interest for colourists. It adds

more depth and tone into the hair for

blondes, while still delivering on the

condition and the shine that’s needed

for blondes with the built-in Bond

Enforcing Technology.

Refined

Traditions

THESE ARE CLASSIC STYLES AS YOU’VE NEVER SEEN THEM BEFORE

“Refined Traditions is all about going back to the fundamentals of how we work with

hair – classic techniques, classic forms of working,” says Tyler. Clean, architectural lines,

balance and graduation – the mission was to capture and elevate simplicity. “You can see

graphic shapes. It’s about working with textures and muted colours,” he adds.

“Working on the Inspire

shoot has been incredible.

My favourite overall look

has to be the bob for the

Refined Traditions trend. This

look pushed me out of my

comfort zone and I love the

result. I learnt so much from

Tyler and the team. Colour

placement has been such

a key learning point that I

can’t wait to take back to

the salon with me”

BROOKE EVANS, BE IRONBRIDGE

CREATIVE HEAD ADVERTORIAL

“We’re very pleased

to be working with

five incredibly talented

hairdressers. What’s

interesting is seeing

their interpretations on a

theme – obviously each

person feeds into it and

takes it somewhere else.

It’s really exciting to see”

TYLER JOHNSTON,

SCHWARZKOPF PROFESSIONAL

GLOBAL EDITORIAL AMBASSADOR

icing

on the

cake

BLONDME Bond Enforcing

Hydrolock Technology ensures

that hair’s moisture level is

maintained from the core

throughout the toning process,

for optimal hair quality and a

perfectly toned blonde result.

Let it

Bloom

FEMININE TO ITS CORE, THIS LOOK PLAYS WITH

TEXTURE AND MOVEMENT ON MULTIPLE LEVELS

When designing this trend Tyler worked with flower accessories,

which found their way into the styling for this look. The lightweight

fabrics and blossom prints paired perfectly with the airy, effortless

feel of the hair. “Let It Bloom is all about femininity; soft and slightly

romantic with lots of texture,” Tyler says.

“Not only was it so good to

see it all come together, but

it was also incredible to be

so hands-on and a part of

it all. I learnt so much about

dressing out hair, choosing

the most effective techniques

and the right products. This

was my favourite take on the

Essential Looks!”

TERI LOWE,

TIM SCOTT-WRIGHT @ THE HAIR SURGERY


“The whole experience

of the Inspire shoot has

been mind-blowing. It was

amazing to be able to get

creative with new people.

Learning how different hair

looks behind the camera

compared with how it looks

in the mirror has been eyeopening.

And the finished

looks were amazing”

DONNA GARNHAM, HAIR MINISTRY

Punk

Spirit

THESE AREN’T YOUR AVERAGE CAMDEN HIGH STREET PUNKS.

THIS IS NEW PUNK CHIC

“It’s cool and youthful, it’s underground,” explains Tyler, describing the upgraded take on

a classic punk look. “But it’s still the kids who aren’t afraid to experiment with their own

look. It’s less dangerous, more sophisticated and expensive, but it’s still got an edge to it.”

“It’s been amazing working

with Tyler, as well as the

rest of the team. I loved

seeing the colour unfold –

watching it from all the prep

work we did to seeing it

finished on set and every

stage in between. I feel like

I have pushed myself as

a hairdresser and gained

valuable knowledge”

KATIE MULCAHY, PAINT & POWDER


“I learnt so much over the

three days, especially how to

dress out curly hair. Dressing

hair for photoshoots is so

different to what we do

day-to-day in the salon

and learning these different

techniques has been

invaluable. The Punk

Spirit look was so much

fun to create”

JAMES NICKLIN,

TIM SCOTT-WRIGHT @ THE HAIR SURGERY

Stay Safe.

Stay Inspired

IN DIFFICULT TIMES, SCHWARZKOPF PROFESSIONAL IS HERE TO SUPPORT ITS PARTNER SALONS

Creating meaningful professional partnerships is at the core of Schwarzkopf Professional –

an ingrained part of the brand’s philosophy. Even in times of rapid change and challenge for

the hairdressing industry, the brand is with hairdressers at every step of the way. It’s a team

effort to create with the hairdresser, for the hairdresser, and to provide helpful education

and support through the ASK platform. Schwarzkopf Professional’s mission remains putting

the customer at the heart of the business.

#STAYSAFE #STAYINSPIRED

#WEAREINTHISTOGETHER #APASSIONFORHAIR

FOR MORE INFORMATION ON SCHWARZKOPF PROFESSIONAL, VISIT SCHWARZKOPF-PROFESSIONAL.CO.UK

CREATIVEHEADMAG.COM

MAGAZINE EDUCATION EVENTS INSPIRATION CREATIVE HEAD STORE COMPETITIONS

EXCLUSIVE

We don’t need no education… ’cos you guys have been supplying it in

your droves! Check out The Great Skills Swap – featuring videos, how-tos,

step-by-steps, tips and advice – across all of our digital platforms

2020

2020

MWIT is all about YOU. Got a swish new

salon? Got major talent? Got a top-notch

team? Share your story and we could be

handing you a trophy this year

We chatted to salon owners about

their plans, strategies and fears about

life after lockdown in an exclusive

Instagram Live session. Watch on IGTV

Need to confront the new normal?

Salon Smart returns in September,

where we are looking to reflect and

rebuild. Tickets available now!

creativeheadmag.com

creativeheadmagofficial

@creativeheadmag

Find us on and at Paul Mitchell UK

For 40 years Paul Mitchell® has

supported professionals like you.

We will continue to support our salons, our stylists

and our clients. Then, now and always.

Our company was founded on the mission of

creating something beautiful for all, every day.

40 years later our mission has not changed.

Peace, Love and Happiness.

Available exclusively from Salon Success - The Distributor of Choice

To find out more visit salon-success.co.uk or call 0845 659 0011

May/June

CREATIVE HEAD

Since 2000

WHAT’S INSIDE


52

£4.50 MAY/JUNE 2020

MAY/JUNE 2020

26

THE RECOVERY POSITION

The unprecedented lockdown will have

a lasting impact, but there’s never been a

better time to look to the future

GO YOUR OWN WAY

Most Wanted Creative Talent Zoë

Irwin reveals what inspires her and

how she makes the trends happen

54

BIG HAIR DO

It’s back! The

biggest night out

in hair could be

in your salon this

September

CREATIVEHEADMAG.COM

We Stand

Together

ON THE COVER

Hair by Schwarzkopf

Professional global

editorial ambassador Tyler

Johnston and the Inspire

creative team: Brooke

Evans, Donna Garnham,

Teri Lowe, Katie Mulcahy

and James Nicklin

46

#MWIT

A new date and

a new deadline –

so you’ve plenty

of time to get

ready for the

party of the year

EDITOR

AMANDA NOTTAGE

DEPUTY EDITOR

DEBORAH MURTHA

STAFF WRITER

ANNA SAMSON

ART DIRECTOR

NICK JABBAL

CHIEF SUB EDITOR

ADAM WOOD

DIGITAL DESIGNER

EVA VESTMANN

ONLINE AND

DIGITAL ASSISTANT

KELSEY DRING

ONLINE AND

DIGITAL EDITOR

ALISON ROWLEY

CLASSIFIED EXECUTIVE

DAVID HAMMOND

SPECIAL PROJECTS MANAGER

JENNY BROOKS

SPECIAL PROJECTS DIRECTOR

JOANNA ANDERSEN

PUBLISHER

CATHERINE HANDCOCK

Creative HEAD is printed on

paper certifi ed as being from

sustainable sources using only

vegetable-based inks. Printed

by Buxton Press, Environmental

Printer of the Year and Printing

Company of the Year.

WRITE TO US AT:

Creative HEAD,

21 The Timberyard,

Drysdale Street,

London, N1 6ND

020 7324 7540

enquiries@alfol.co.uk

Creative HEAD is published

10 times a year by Alfol Ltd.

Creative HEAD is a registered

trademark. No part of this

magazine may be reproduced

without prior permission of the

publisher. All information correct

at time of going to press.

Printing by Buxton Press

creativeheadmag.com

creativeheadmagofficial

@creativeheadmag

infuse

My.

colour

Editor’s letter

34

In our last issue we told you that You’re Not Alone; that

Creative HEAD would be there as the Covid-19 coronavirus

crisis unfolded to keep you updated with all the help and

support available as it was revealed from government and

our industry (remember – membership to the Creative HEAD

Club is free until the end of July, see page 50). We wanted to

offer somewhere to turn when everything was so scary, so

unknowable; to be there with you as the situation evolved.

I’ll be honest here: I’ve struggled with that evolution. You’ll

read Pauline Howe from Strands talk about the waves of tears

in those first couple of weeks of lockdown, not knowing what

the future held for her salons, in our HEAD for Business

special (from page 26). I felt that reaction keenly, trying

desperately to keep a splintered team effective and on top of

ever-shifting sands, while we all juggled family commitments

and, in some instances, our own illnesses.

As we felt our way through, so many of you wanted to share

and to connect, to help our wider community. I’d like to say

an enormous thank you to those who took part in our survey,

to help us better understand the landscape that Covid-19 has

forced us to inhabit. More than a third (35 per cent) of salon

owners were most worried about losing their business, while

60 per cent of self-employed stylists were most concerned

about paying their personal bills. Despite being closed, 48 per

cent were still paying rent on their premises as normal, with

35 per cent of salon owner respondents admitting they had no

emergency fund to fall back on. Just under a quarter (24 per

cent) had enough saved to sustain the business for between

one month and six months. It’s no wonder that anxiety was so

high for so many.

What comes next?

I’m conscious that while we’re all keen to get ‘back to normal’,

there will be no ‘normal’, not for some time. The more I speak

with salon owners, stylists, barbers and industry brands, the

more I can see a schism that has presented itself.

There’s a need to get back to work, to see clients and

colleagues, to ensure salons survive and make back money

lost by lockdown, weighed against a genuine worry about

health and safety for everyone in the salon. In this special

issue of Creative HEAD, we explore what that ‘new normal’

might look like when we return and hear from salon owners

on what life was like for them in lockdown, how they’ve used

that time, and what steps they’ve taken for returning to work.

08

CREATIVE HEAD

28

HOW YOU’VE

HELPED

A SNAPSHOT OF SOME OF

THE AMAZING PROJECTS

AND INITIATIVES THE

INDUSTRY HAS OFFERED –

AND MORE IS COMING…

• L’Oréal UK and Ireland has

donated more than half a million

hygiene products and hand sanitisers

to front line healthcare workers

• Matthew Sockalingum rallied

donations of salon gloves to NHS

workers, looking to establish drop-off

hubs in towns across the UK

We’ll share the strategies and ideas that they’ve put in place – and also the

doubts. Some salon owners are concerned that while they may follow the rules

once they’ve reopened, others won’t. Right now, we need to see the bigger

picture. If we don’t follow guidelines on distancing, hygiene and safety, we

will end up closing again. Who wants to be a salon responsible for that? We’ve

pulled together brilliantly so far, so let’s keep being kind to each other.

I’m proud that our industry has conducted itself impeccably, with little or

no evidence of hairdressers breaking lockdown and seeing clients on the QT,

despite demand. Now hairdressing is very much in the spotlight; the whole

country is looking at salons (through overgrown fringes) – this is a time to be

consistent, to follow the rules and ensure we can stay open and all stay safe.

Thanks for sharing

Once back, I don’t doubt that we’ll have stylists and colourists fizzing with

new ideas as education online has been bountiful. We’ve worked with many

brilliant hairdressers to deliver inspirational content at creativeheadmag.com

and on Instagram at @creativeheadmag to keep you educated and motivated

while at home in our Great Skills Swap, with stylists such as Lisa Farrall, Jack

Merrick-Thirlway and The It List It Guy Jamie Benny getting busy on block

heads (or their own heads!) in home-made tutorials.

We’ve been ‘through the keyhole’ with some big names to see how they’ve

been occupying themselves at home. We’ve had the chance to talk live on

Instagram with salon owners and self-employed stylists to discuss the impact

this has all had on businesses and on our lives, as well as more informal

virtual natters over cups of tea with big names such as Most Wanted Session

Stylist Anthony Turner and TIGI legend Anthony Mascolo.

I sincerely hope it’s offered some support, insight and the

occasional distracting giggle while salons have been shut.

Do please keep sharing your stories, your skills,

your strategies with us. Our brilliant Creative HEAD

readers have proved it – You’re Not Alone in this. A new

beginning is forming hazily on the horizon, and it’s one

we’ll all face together.

• Henkel donated €2 million (£1.75

million) to the WHO/UN Foundation

Covid-19 fund, and switched its

manufacturing plants to disinfectant

production. The UK Beauty Care

Professional team arranged

donations of more than 18,000

Schwarzkopf Professional products

to four NHS hospitals

• Wella Professionals donated

110,000 pairs of gloves and gathered

7,300 shampoos and conditioners

for support staff working in hospitals

• Nick Malenko and Royston

Blythe of salon group Royston

Blythe unveiled National Hair

Sunday to deliver front line workers

with complimentary hairdressing

services on the fi rst Sunday back

once salons are open again

• Denroy, sister company to brush

brand Denman International,

switched much of its production to

producing the Hero Shield for NHS

and healthcare workers

• Adee Phelan led a campaign for

salons to donate excess stock to

ship thank you parcels to front line

NHS workers

• TIGI’s parent company Unilever

pledged €100m (£87.25 million)

through donations of soap, sanitiser,

bleach and food

amanda@alfol.co.uk creativeheadmag.com creativeheadmagofficial

@creativeheadmag

CREATIVE HEAD 09

The edit

THE NEWS AND KNOW-HOW FROM YOUR INDUSTRY

MWIT20 AND SALON

SMART 2020: NEW

DATES ANNOUNCED

THINKING ABOUT ENTERING Creative

HEAD’s Most Wanted and The It List

Awards? We appreciate you’ll have had more

pressing things to focus on recently, which

is why we’ve pushed back the closing date to

10 June, giving you a whole extra month for

entry preparations.

And there are more dates for your diary:

finalists will be announced on 8 July and

the Grand Final takes place at Printworks in

London on Sunday 6 September. Come on,

heroes of hairdressing, go for MWIT!

The impact of the Covid-19 coronavirus

on hairdressing has been like nothing

we’ve seen before, but what lockdown has

demonstrated is the value clients place on

hairdressers and salons. When our business

networking event Salon Smart 2020 returns

to London on Sunday 27 September, the

focus will be on reflecting on recent times,

resetting and rebuilding salon businesses.

In a new, supersized, one-day agenda, you

will be able to talk to, share with and learn

from our line-up of leading experts so that as

an industry, we can move forward together.

PS. Salon Smart Ireland takes place in

Dublin on Monday 2 November, save the date!

creativeheadmag.com/events

Big names

unveiled for

Matrix

Session stylists Neil Moodie and

Lisa Farrall are the new Matrix brand

ambassadors for the UK and Ireland.

Neil will be working specifi cally with

Biolage, Matrix’s nature-inspired range,

while Lisa will be working across the

Matrix haircare and colour portfolio.

THE INDUSTRY

hub unveiled to promote careers in hair

THE INDUSTRY is a new education initiative dedicated to providing a true

and compelling representation of hairdressing and barbering to help boost

new recruits choosing the profession. Launched by Alfol Ltd, the parent

company of Creative HEAD, the campaign kicked off with a documentary

produced by special projects director, Joanna Andersen, which shines a light

on the fantastic opportunities a career in hair can bring. “We made the film to

smash stigmas and to inform, surprise and inspire a wider audience about a

career in hairdressing,” she said.

The next stage, the-industry.co.uk digital hub, has now been unveiled,

continuing the campaign and providing an essential resource for people

considering a career in hairdressing. From ways to get qualified to showcasing

myriad trajectories within hair and sharing inspiring content.

Follow @theindustrysquad on Instagram – we’re calling on the hairdressing

industry to share this valuable resource with prospective future hairdressers

and barbers, using #AreYouIn #ThinkHairdressing.

PETER COLLINGE OBE: 1927-2020

Peter Collinge OBE, who died peacefully in his

sleep on 20 April aged 92 having beaten Covid-19

days before, was truly a hairdressing legend. He

was Liverpool’s hippest hairdresser, establishing a

series of salons across the region as youth culture

boomed. By the late 1960s there was a group of Peter

Collinge salons across Merseyside, followed by the

launch of Peter Collinge Training in 1974. In 2012

he was awarded an OBE for services to hairdressing

and training. Peter’s son Andrew, who continues

the family business, hailed his father – also a

grandfather and great-grandfather – as “a visionary

in the hairdressing world” who will be greatly missed.

10

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#CHedit

STOCK

OPTIONS

OUR PICK OF THE LAUNCHES TO

STACK ON SHELVES, ADD TO MENUS

AND SHARE WITH YOUR STYLISTS

BLENDS OF MANY offers a fuss-free

and effective routine for the modern

man. The new grooming care line from

ALFAPARF Milano has products to

combat hair loss, re-balance the scalp,

condition hair and style up a storm.

RRP FROM £11.50

00353 458 56490

alfaparfmilano.com

The Wella Professionals Love Your

Hair Kit is perfect for those clients

who are cautious about returning

to salons initially. Create bespoke

client kits, including Color Fresh,

Shampoo, Conditioner and Mask.

POA

ORDER ONLINE

uk.wellastore.com

Beachy waves don’t require

a beach – clients can

reach for the Nymph Salt

Spray from AUTHENTIC

BEAUTY CONCEPT for

mermaid waves without

any stickiness or stiffness.

The vegan formula

is infused with sea

salt minerals.

RRP £25.20

0800 328 6920

authentic

beautyconcept.com

Sun’s out – so sun damage is bound to follow. Stock up

your clients with the Schwarzkopf Professional BC Sun

Protect kit, containing three must-have hydrating and

UV-protection products in a beautiful travel bag.

RRP £19.95

0800 328 6920

schwarzkopf-professional.co.uk

Clients who

frequently go to

battle with knots

and tangles will

love the MONAT

Unknot Detangler.

This lightweight

leave-in detangler

also smooths frizz

and contains a UV

absorber to help

protect colour

against fading.

RRP £30

ORDER ONLINE

monatglobal.com

Once you’re back you’ll need

plenty of hand sanitiser.

Tints of Nature Hand

Sanitising Spray uses

80 per cent organic

alcohol, while the

Hand Sanitising

Gel contains 65

per cent organic

alcohol, alongside

moisturising

agents. Both are

vegan-friendly and

cruelty free.

RRP FROM £5.99

01590 613490

tintsofnature.com

12

CREATIVE HEAD


Back to their best

CLIENT RELATIONSHIPS ARE MORE IMPORTANT THAN EVER. HIGHLIGHT THAT SPECIAL

CONNECTION WITH A NEXT-LEVEL CUSTOMER EXPERIENCE WHEN YOU’RE REUNITED…

ALL WITH THE HELP OF TANGLE TEEZER

IT’S A BIZARRE SITUATION, and we don’t know when salon services will look anything like normal again.

But what we do know is that clients will flock back to salons to feel good once they’re able. Tangle Teezer is all about

the small but important additions to your services that can enhance their experiences, and leave them delighted.

CENTRE OF ATTENTION

Your clients will have been

waiting for so long to be

reunited with you. A few extra

moments at the backwash,

with a treatment or sensorial

massage experience, is a simple

way to make the stress of

recent weeks simply melt away.

Tangle Teezer’s The Wet

Detangler and The Wet

Detangler Large Size can

be used at the backwash to

comb through shampoo for a

deeper cleanse or draw through

conditioner and masks for silky,

soft hair. The duo’s patented

two-tiered teeth technology is

especially kind to wet hair.

BLOWN AWAY

We’ve seen so much on social

media about getting a salon

blow-out at home. But it’s

never as good as the real

thing. Treat your clients to

their best blow-dry in

months with Tangle Teezer’s

Blow-Styling Tools,

available in Round and

Smoothing versions.

The Blow-Styling Tools

have innovative bottleshaped

teeth positioned in an

overlapping configuration,

which allow them to glide

effortlessly through the hair

to deliver a quick, smooth and

gentle blow-dry.

PERSONAL TOUCH

Prescribe the perfect take-home package to suit your clients’

hair types. Hair is so personal, and one brush certainly

does not suit all. That personal touch will go a long way to

encouraging your clients back to you, and also keeping their

locks cared-for between appointments.

Tangle Teezer has a wide and diverse selection of

hairbrushes, from detangling to blow-drying and styling,

that use patented teeth technology adapted across each

hairbrush to suit every hair type. Illustrate your expertise,

tailor the ideal collection and show those wonderful clients

you’re right there for them.

Add the personal touch to your customer services with Tangle Teezer.

For more information visit tangleteezer.com/professional or email sales@tangleteezer.com

13

THE BUSINESS EDIT

How to…LEAD THROUGH CRISIS

NEED A LITTLE KNOW-HOW TO NAVIGATE AND GROW YOUR BUSINESS? FREDDIE BANKS, GENERAL MANAGER UK &

IRELAND FOR KÉRASTASE AND SHU UEMURA ART OF HAIR, IS HERE TO SHARE SOME INSIDER KNOWLEDGE…

THE PAST FEW weeks have

plunged us all into a completely

new world, with changes every

single day. However, with

every new experience comes

new insights, learnings and

opportunities. But when you’re

in a crisis situation there can be

a multitude of things going on, so

it isn’t always easy to navigate. I like

to work through a crisis in three stages.

STAGE ONE: THE INITIAL IMPACT

Focus on what really matters. I always begin by writing down the top

three things that are the most important for me to quickly ground

myself and bring clarity. In March, at the start of the Covid-19

coronavirus crisis, I wrote down: keeping my health (mental and

physical) balanced and strong; the health and wellbeing of my team;

supporting our customers through the crisis. If anything came up that

didn’t fit into one of these three buckets, I deprioritised it.

STAGE TWO: THE UNFOLDING

Now I have three core focal points, I then identify how to control

what remains in my control. In many situations, I find there are usually

three categories to focus on: elements that concern us but we can’t

control; things you can influence but can’t necessarily control; and

things that we can control – which is where you should concentrate.

Throughout any crisis there will always be new problems cropping

up, and I find it important to identify how controllable they are –

and can then decide how much energy I put into them. Once I

have focused and identified the controllable elements, I am then

more grounded and able to guide the team through any upcoming

challenges, working with them in full transparency. This ensures that

they are clear on the full situation and understand decisions taken.

STAGE THREE: THE EVOLUTION

When you are forced to adapt to a new environment it is amazing

how creative you can be. We only have to look back at the recession

of 2008: WhatsApp, Groupon and Uber were all created at this

time. In the past few weeks we have all embraced new ways of

working, and some of these we can continue to use after the crisis

has passed. For example; a heightened wellbeing culture within your

team, doing more online education, digital consultations with clients –

these are all great new ways of working that we should acknowledge.

Nobody likes facing crisis moments or challenges, but if we can learn

and grow from them, it will ultimately make us stronger leaders.

THREE TOP TIPS

• Focus on what matters – identify the top three elements that matter

to you and focus on them.

• Identify the controllable elements and focus your energy on them –

don’t waste resources on what you can’t control.

• Celebrate and embrace the new ways of working and continue

them into the future.

INTERVIEW: DARREN FOWLER

I WANTED TO INVESTIGATE HOW BUSINESS OWNERS HAVE

BEEN COPING, SO I SPOKE TO FOUNDER OF FOWLER35,

DARREN FOWLER, TO ASK HIM SOME KEY QUESTIONS

FB: How have you been keeping in touch with your team?

DF: We invited the team to enjoy our coaching sessions twice a

week on Zoom, which enabled me to see how they have been

doing and offer any help. We also invited the team to supply

tips to help give advice to our clients and we’ve been offering

the team life coaching sessions online.

FREDDIE BANKS: What have you implemented

during lockdown?

DARREN FOWLER: First we looked at our

vocabulary – to be positive with the team and

clients when contacted. The tone of voice is

super-important. I interviewed and shared

Facebook/Instagram Live interviews with life

coaches, psychologists and industry leaders that have urged

positivity. We’ve made The Fowler Hair Academy online free

of charge for a time for anyone wanting brand and technical

education. For our clients and those in London we set up the

Fowler35 online shop and we have been working with the bgX

app to supply their haircare needs.

FB: How have you been engaging with your customers?

DF: We’ve encouraged clients to view our social media

platforms, where we have been keeping in contact daily, and we

sent out a newsletter to give clients peace of mind. As we move

forward, we will be looking at making sure clients know how

safe and hygienic our business is.

FB: Which new elements do you think you will

continue to use after the crisis?

DF: Communication and community are key for

us now and will continue to be as we reopen.

Driving the business forward we will make

sure this remains pivotal with our team,

clients and the global hairdressing community.

Darren runs

the How to Grow

your Salon course

with Kérastase, visit

uk.lorealaccess.com

14

WANT TO KNOW HOW YOU CAN BOOST YOUR BUSINESS WITH KéRASTASE? CALL 0800 085 4958 OR VISIT KERASTASE.CO.UK

CREATIVE HEAD

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#BusinessEdit

KEN’S

GOT A BUSINESS HEADACHE? LET KEN WEST, DIRECTOR OF

TOUGH WORDS FOR TOUGH TIMES

At the time of writing this article we were six weeks into an

unprecedented shutdown of not only hairdressing salons but

vast swathes of retail outlets throughout our great nation. Noone

could have seen this coming – but come it did!

By the time you get to read this article I have no idea what

the situation will be. Still in shutdown or open but with social

distancing the new norm? Life behind plastic screens and

surgical masks accepted and expected by all? Or will it all be

banished into history?

Well, apart from the virus that killed thousands of loved ones

and heroes, there is one thing that I am sure of and that I never

want to see again, so that is what I am going to focus on.

When the virus struck and we were told to pull down the

shutters of our businesses and stay at home, many salon

owners and business owners in many other sectors were

thrown into total panic. This is what I never want to see again.

PREPARATION NOT PANIC

People being unable to sleep because they had no idea how

they were going to keep roofs over their heads and food in their

mouths, let alone keep their businesses and teams in a state of

suspended animation but somehow ready and able to spring

back into action.

I have to say here and now that I thought our government

was amazing. I’m not political in any way but the level of

support that was offered to businesses and individuals was

incredible. Of course there were those that fell between the

cracks and businesses that could not be saved. Those who had

contributed more into the system benefited more than those

who had manipulated the system. But in general the safety net

was there relatively quickly, and we will be picking up the tab

for generations to come.

But what have you learnt? What did you do

with your time? Answer me this:

Do you now understand how you really make

profit? Not generate sales but profit.

Here are some questions you need to ask yourselves – and truly

know the answers to:

Do you now know which of your services are profitable and

which you should either stop offering or charge more for?

Do you know who your high-value clients are? The 20 per cent

that probably generate 80 per cent of your income.

Have you now got a plan to keep them, grow more of them

and provide them with a level of service that will keep them

loyal forever?

Do you also understand which of your team are profitable

and why?

More importantly, have you started on your plan to improve

the profitability of the rest of your team, because carrying

unprofitable members of the team is not the future.

Do you understand which product brands stuck by you and

supported you in the crisis and which chased the pounds in

the retail sector?

Are you now the master of social marketing?

Do you truly have a brand with a vision and a brand statement

that is understood by both your team and your clients?

Do you have a clear vision of your potential client so that

you truly understand what they want, where to market for

them and how to engage with them on the media that they

regularly engage on?

Or are you just after any client you can get?

And finally…

16

CREATIVE HEAD

CLINIC

BUSINESS EXPERTS 3•6•5, OFFER A PERSONAL PRESCRIPTION

Have you got a plan B to prevent what I never

want to see again?

You and every individual and business should now decide to

build up a safety net. A disaster fund that, should this ever

happen again, will prevent you from losing sleep and worrying

about the roof over your head. This will not be easy but will

require you to build into your pricing a contingency factor.

An amount of profit that can be kept aside and if not required

could eventually be reinvested in your business or yourself.

But always keep a battle fund, a ‘what if’ pot that you never,

ever touch until it’s truly ‘roof over your head’ time. Many

salon owners struggle to make enough profit to live the life

they want, let alone build up a battle fund. However, now is the

time to rethink how you choose to run your business. Where do

you sit in the market place? Is your pricing correct and all

of the elements that I mentioned earlier?

As a business coach, a lot of people think I should

have all of the answers. Maybe I do, maybe I don’t,

but I think that my real role is to help the people

that I coach to discover the answers for themselves.

I share the insight that others have taught me

over the years that helped me to come up with

answers to challenges that I faced when I owned

my salons, and that way they can figure stuff

out on their own. After all there is rarely a right

or a wrong but there is always a different.

I believe that the businesses that come

out of this crisis – and believe me there are

many that won’t survive – will behave and

operate in a way that is totally different

to the way they operated before.

If not, all of this will

have been in vain.

They will have

learnt nothing

and, like the

dinosaurs,

they will

eventually

become extinct.

SEE KEN

WEST SPEAK AT

SUNDAY 27 SEPTEMBER, LONDON

PARK PLAZA LONDON

RIVERBANK HOTEL

DO YOU HAVE A BUSINESS HEADACHE YOU’D LIKE KEN TO HELP WITH?

Email him directly on KenW@365Hair.com or tweet us at @creativeheadmag

CREATIVE HEAD

17

Minimum Wage hike

goes ahead despite

coronavirus shutdown

INCREASES TO THE National Minimum Wage

and National Living Wage have been put in

place despite the “huge financial pressures”

now facing businesses.

“The timing of the rise is far from ideal as

salons and barber shops will be under huge

financial pressure. However, we do recognise

that the increase will be a help to many working

in our industry when things start to get back

to normal,” said NHBF chief executive Hilary

Hall. “In addition, we will be asking the Low Pay

Commission to consider the timing and size of

future rate rises depending on how the economy

responds once the Covid-19 coronavirus crisis

has ended.”

Business owners who have furloughed

employees will need to apply to receive up to 80

per cent of the wages their staff were paid as of

28 February. However the new NMW/NLW rates

will not apply to the wages of furloughed staff

until they are able to return to work.

Find out more about rates for 2020/21 at nhbf.

co.uk/nmw-2020. For more details about the

lockdown, see the page opposite

HOME VISITS: JUST SAY NO

THE NHBF HAS warned against home visits to

clients during the current crisis. “We have heard

many stories of clients offering large amounts of

money to their stylist or therapist in return for a

home visit,” said NHBF director Tina Beaumont-

Goddard. “Our strong advice is to say no. Not

only will you be breaking the government’s social

distancing rules, but you also need to bear in

mind that it’s unlikely your insurance will cover

you if something goes wrong during a home

appointment.”

In addition, your insurance won’t cover you

if you sell or supply professional hair colour

products to your clients for home use.

MEMBERS REVEAL OPTIMISM

FOR BUSINESS FUTURE

AN NHBF SURVEY has revealed that 95 per cent of its members who

responded felt optimistic about the future and planned to re-open as soon

as possible, while just 2.5 per cent said they would close their business as a

result of the Covid-19 coronavirus lockdown.

NHBF chief executive Hilary Hall said: “The key question is how long the

restrictions remain in place. Everyone understands why they’re important

for preventing the spread of the virus, but from a business point of view, the

longer the lockdown continues the harder it will be for salons and barber

shops to survive in the long term.”

THE SURVEY ALSO FOUND:

• One-third had asked their landlords for a rental payment holiday on their

premises and one-quarter had applied for a mortgage payment holiday.

Others had applied for Universal Credit, a coronavirus business interruption

loan, other bank loan or an overdraft.

• Most (59 per cent) salon and barber shop owners with employees had

furloughed staff and paid their wages. Almost one-third (32 per cent)

said they had furloughed their employees but couldn’t pay wages until

government financial support came through.

• Only a handful of respondents at the time of the survey had been forced to

make redundancies.

Find out more: nhbf.co.uk/lockdown-survey

BUSINESS INSURANCE AND COVID-19:

WHAT YOU NEED TO KNOW

There has been a lot of confusion about insurance cover for losses caused by

Covid-19, says NHBF director Tina Beaumont-Goddard. She explains:

• Do check to see if you are covered, but unfortunately very few businesses

will have the specific cover needed to claim for the impact of the coronavirus.

• Confusion arose because while policies can include cover for ‘contagious

diseases’, this only applies to disease outbreaks that start within your

premises. A good example of this would be Legionnaire’s disease.

• You will not be covered unless you bought additional cover for unspecified

notifiable diseases.

18 CREATIVE HEAD

#BusinessEdit

OWN A

SALON?

HERE’S YOUR

CRISIS CHECKLIST

“I AM PRESIDENT of the NHBF but I’m also a salon owner. This has been the most stressful

and worrying time of my entire career in hair and beauty, an industry I love. However, we are

a resilient bunch, no matter what happens we will do our best to get through it! The NHBF

is here to support you and it would not be what it is today without your support. We’ve put

together the following checklist to ensure you’re up-to-date with everything you need to know during the

current coronavirus crisis.”

Ian Egerton, NHBF president

GOVERNMENT FINANCIAL HELP AVAILABLE FOR SALONS:

• Claim wages under the job retention scheme

for furloughed staff (see below).

• Reclaim sick pay paid to employees due to coronavirus.

• Defer your tax and VAT payments.

• Get business rates relief.

• Apply for a business interruption loan.

• Be protected against eviction for non-payment of rent.

Find more information at nhbf.co.uk/help

FURLOUGH PAY FOR YOUR EMPLOYEES

You can claim 80 per cent of your employees’ wages if

you furlough them for a minimum of three weeks.

The 80 per cent claim should be based on the wages

(before tax) they were paid as of 28 February 2020. You

can claim up to £2,500 per employee per month. Avoid

scammers and fraudsters – apply only through the

government website.

Information about various aspects of furlough including

annual leave, maternity leave and training or working

during furlough can be found at nhbf.co.uk/furlough-FAQ

WHAT ABOUT APPRENTICES?

Apprentices can be furloughed in the same way as other

employees. Find out more about apprenticeships during the

coronavirus crisis: nhbf.co.uk/coronavirus-apprentice

WHAT OTHER FINANCIAL STEPS CAN I TAKE?

• It’s a good idea to talk to your bank as they will probably

be more flexible at this time and may be able to offer

payment holidays or an emergency loan.

• Speak to suppliers and try to negotiate flexible payment

terms if you currently owe money for products or equipment.

• Talk to your accountant if you have one. They may be

able to offer additional expert advice.

KEEP YOUR PREMISES SAFE

There are a number of steps you can take to keep your

premises safe including ensuring your alarm is working,

moving high-value items out of view, using timer switches

for lighting and applying laminated glass or security film

to existing glass. Get more information on keeping your

premises safe: nhbf.co.uk/safe-premises

DON’T FALL FOR SCAMMERS

Fraudsters and scammers will be trying to take advantage

of those who are anxiously waiting for financial support

to come through. Be very wary if anyone contacts you

via phone, email, post or text claiming to be from the

government, HMRC or any other body such as a local

council or bank. In addition, avoid scam websites with

names such as ‘Coronavirus Compensation Ltd’ – use only

the official gov.uk website.

I’M SELF-EMPLOYED. WHAT HELP

IS THERE FOR ME?

You’ll be able to claim a taxable grant worth 80 per cent of

your trading profits up to a maximum of £2,500 a month.

Payments are expected to be made by early June and the

government has asked individuals not to contact HMRC

about this. HMRC will contact those who are eligible. You

can also defer tax and VAT and access Universal Credit.

CREATIVE HEAD

19

#BusinessEdit

MISSION CONTROL

PUTTING YOU IN THE DRIVING SEAT OF YOUR SALON

in association with Phorest Salon Software

DUE TO SALON closures

because of the Covid-19

coronavirus crisis, this issue

we explore the impact of online

gift vouchers on shuttered

businesses, and how loyal

salon clients have shown

their support to their beloved

hairdressers via the new voucher

service available on Phorest

Salon Software.

A heat map of Phorest online gift voucher

sales in the UK since launch

THE MISSION: COMMUNICATION IN LOCKDOWN

The most

successful

voucher selling

salons have been

using smart email and

SMS marketing to

reach their loyal

customers

90

per cent of the

top voucher-selling

salons use

#SupportYourSalon

in their campaign

“The online gift voucher has been a brilliant addition to our off ering in these

uncertain times. It exceeded our expectation and we sold more than 40 vouchers

in the fi rst few days, adding £3,000 to our cashfl ow. We were bowled over by

how supportive and generous our clients are of our business. It means so much”

MELANIE MCBREEN, CHANGES

A GIFT

WITH

MEANING

£1.25M

IN TOTAL VOUCHER

REVENUE

12.8K

SALON VOUCHERS

SOLD BY PHOREST

SALONS SINCE

LOCKDOWN BEGAN

766

number of email

campaigns sent

in fi rst 2 weeks

of lockdown

DID YOU KNOW…

CUSTOMER SUPPORT FOR

SALONS SURPASSES £1M

IT’S HARD TO remember what a pre Covid-19

salon landscape looked like, but it’s not been

that long since salons in the UK were forced to

close their doors. From 23 March, it became

clear that drastic and different business

decisions would have to be made if salons in

the UK were to survive – even with the help of

the government.

So, what have we learnt? To date, it’s the

salons that have been reaching out to clients

that have realised how valued they are, while

generating much-needed cash fl ow at the

same time.

In fact, in the fi rst two weeks following the

launch of our online gift voucher feature, right

in the height of lockdown, Phorest salons saw

such an infl ux of goodwill from their clients that

more than £1 million-worth of vouchers were

bought online in that fortnight alone.

Nathan Jermy of The Cutting Room in

Cambridgeshire was one of the fi rst salons to

send out an email campaign to his clients with

the now trending hashtag #SupportYourSalon,

and quickly climbed to be one of the top three

most successful hair salons in the UK selling

online gift vouchers. Now Nathan is using the

support he has been shown by his loyal clients

to create a new loyalty club as a way to give

back: “The clients who have supported us will

go into a special ‘pledge club’ where they will

get lifetime discounts on various treatments

and products in the future.”

As well as providing a one-click functionality

to activate online gift vouchers, Phorest salons

can also access a host of ready-made email

templates populated with their unique links to

make reaching out even easier.

For more information on selling online gift

vouchers or the Phorest Marketing Suite,

visit phorest.com

Shauna O’Halloran is content &

marketing manager at Phorest

Salon Software. Find out more

at phorest.com and

@phorestsalonsoftware

20

CREATIVE HEAD

AlfaparfMilano.gb

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To take care of it ALFAPARF MILANO presents

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the ideal tool to accompany all customers in their

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It is vegan, and free from ammonia,

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ALFAPARFMILANO.COM

Contact us: 0207 849 3251 Email: customerserviceuk@alfaparf.com AlfaparfMilano.gb alfaparfmilano_official

COLOUR VISION

GET ONLINE WITH WELLA PROFESSIONALS TO KEEP YOUR HAIRDRESSING

SKILLS SHARP AND THINK ABOUT FUTURE OPPORTUNITIES

IN ASSOCIATION WITH

IN YOUR HANDS

Due to the salon shutdown, everything has moved to digital

platforms – the way we communicate, the way we stay inspired

– and Wella Professionals’ eEducation platform uses the latest

technology to help educate professional hairdressers in an entirely

innovative way. It provides a new, flexible and fun approach to

hairdressing education that can be tailored to suit different learning

styles and skill levels. It can be accessed via tablet, phone or

computer, making it especially suitable for hairdressers who are

limited in accessibility due to coronavirus. eEducation is open to all

hairdressers and offers an array of online seminars, tutorials and

step-by-steps. The bite-sized sections mean you can stop and start

learning as you please, and you can personalise your own learning

by accessing exclusive content and tracking your progress.

What’s not to love?

Head to education.wella.com for more information

THE COLOUR CLINIC IS OPEN…

EVERY ISSUE WE TACKLE A COLOUR CONUNDRUM WHICH IS FRUSTRATING COLOURISTS UP AND DOWN THE COUNTRY, WITH THE HELP OF

WELLA’S COLOUR CREATIVE GUEST ARTISTS. SARAH MASON OF SARAH MASON PROFESSIONAL HAS HER EYE ON CARE AFTER QUARANTINE…

“One thing we’ll be facing after the shutdown is a lot more colour corrections as our clients

take the task to colour their own hair during the pandemic. Expect to see seriously overprocessed

hair that has sunk into a subtractive colour presenting black, all of which can be

very serious. As I always say: ‘Just because you can’t feel your hair doesn’t mean it’s not

hurt!’ At a time like this we need to advise our clients to be kind to their hair and promote

haircare, ensuring them an exciting service when we reopen.

As a Wella Professionals Master Colour Expert I love nothing more than a good colour

correction. But it’s also vital in our industry to have a really strong knowledge of haircare and

how you can navigate the Wella brands to suit both your clients’ needs and their purse. Without the best routine

your client will not get the repair they need. My number one rule as both an artist and salon director is that in

the consultation the key word is ‘history’, especially for a new client. Taking the time to question them about

their colour history is vital in how successful your work will be – especially when they have been colouring

themselves. Use direct yet open questions, such as ‘what did you use?’ ‘How many times?’ ‘Pointing out shades

on a chart, can you show me how many of these shades you think you might have had in the past two years?’

It gives you an indication of what’s hiding underneath. Never compromise the hair – treat it first so it portrays

the beauty of your work.”

22 CREATIVE HEAD

#ColourVision

SHELFIE TIME

During the lockdown Color Fresh has been our

most ordered product. Clients understand

it’s something temporary, simple and safe

that will help see them through until they

can come back to the salon. I love it because

it’s so versatile – we’ve provided Color Fresh

to blondes wanting to banish brassiness, natural

redheads wanting to enhance, and brunettes to refresh. Clients

send me a picture of their hair in good light and tell me what they

want to achieve, and I match the shade to suit them and send the

product with instructions on how to use it. Our clients have been

so appreciative that we have stayed in contact and been able to

provide them with something to look after their colour.”

REBECCA SMITH, THE COLOUR BAR, WIRRAL


WHY I’M

WELLA

“I’ve worked with Wella Professionals products for all but two years of my 35-year

career, and the P.Kai salons have always been partnered with Wella. Its colour

consistently delivers great results, particularly in coverage, and the reds have

always been industry-leading.

“Education is at the cornerstone of every successful salon business and Wella

has an extensive portfolio of education, from apprentice level all the way through

to salon owner. We also receive great in-salon technical support and education. We

have been supporters of the Wella Master Colour Programme from day one and have

put several of our stylists through it. Our wider teams benefit from that expert level

of knowledge whenever they need it and our guests are confident that they are in

the best hands. There is a great sense of family with Wella. A community of likeminded

hairdressers and salon owners means you never feel alone, there are always

people to converse with and network with to share experiences and ideas.”

KAI WAN, OWNER, P.KAI HAIR SALONS

CONTINUING EDUCATION IS THE ONLY WAY TO KEEP YOUR SKILLS FRESH, AND TONING IS ONE OF THE BIGGEST OPPORTUNITIES IN HAIRDRESSING RIGHT NOW.

LEARN FROM A TRUE MASTER OF COLOUR IN YOUR OWN TIME WITH WELLA PROFESSIONALS’ TECHNICAL DIRECTOR, ROBERT EATON. HIS 20-MINUTE DIGITAL COLOR TOUCH

MASTERCLASS SHOWS YOU HOW TO PERFECT YOUR BLONDE TONING SKILLS IN A FLASH. GO TO EDUCATION.WELLA.COM TO FIND THIS AND LOTS OF FREE INSPIRATIONAL

AND PRACTICAL EDUCATION, FROM COLOUR AND STYLING TO PRODUCT KNOWLEDGE AND BUSINESS.

@wellahairuk #WellaColour #ColourFlirt Wella Professionals @WellaUK

CREATIVE HEAD

23

NO BLONDE

LEFT UNTONED

Robert Eaton, Wella Professionals UK & Ireland Technical Director

and British Hairdresser of the Year 2019

Turn your blonde into an

INCREDIBLE BLONDE

with COLOR TOUCH from Wella Professionals

Blonde toning with COLOR TOUCH is perfect

for porous hair as it is infused with Keratin.

Shades can be intermixed to create the perfect

peach, mink, pink or grey tone, or you can simply

use a toner to give gloss and enhance the blonde

that you’ve created.

ROBERT EATON

Wella Professionals Technical Director UK & Ireland

British Hairdresser of the Year 2019

Experience shine and vibrancy with

COLOR TOUCH, the fashion forward ammonia

free demi-permanent colour range from

Wella Professionals.

Discover the free Blonde Toning MasterClass by Robert Eaton at education.wella.com.

as well as bite sized education, including handy hints and tips to maximise

your technical and business skills.

Discover more at @wellahairuk.

Youtube/AlfieDeyesVlogs

@peterandre

The Guardian

@wrighty_


THE

RECOVERY

POSITION

THE LOCKDOWN OF THE UK POPULATION, THE CLOSURE OF BUSINESSES –

THE SPREAD OF THE COVID-19 CORONAVIRUS HAS CREATED AN

UNPRECEDENTED EVENT IN OUR LIFETIME. IT’S ONE THAT WRACKED US

WITH FEAR FOR OUR HEALTH, OUR INCOMES AND OUR FUTURE. BUT NOW,

WITH THE END OF LOCKDOWN ON THE HORIZON, WE FOCUS ON RECOVERY

AMID A NEW WORKING LANDSCAPE IN THIS HEAD FOR BUSINESS SPECIAL

FROM TUTORIALS ON The One Show and This Morning

to eye-popping stories of home haircuts gone wrong across

newspaper websites (and tonnes of Instagram posts of fringe

trims and more), the lockdown made it very visible just how

much the general population rely on salons and barber shops,

how important that trip to the hairdresser is. Never before have

hairdressers and barbers felt so valued.

In Switzerland, lockdown was eased on 27 April and salon

booking system Treatwell doubled its daily bookings record.

The average price was also up 25 per cent – partly because

no salons are offering discounts with such demand, but also

because higher-priced services such as colour are being snapped

up. “It gives us real confidence that the markets are going come

back,” enthuses Madeleine Reynel, supply director at Treatwell.

And there’s more good news for when doors do open again.

In a survey of consumers by Treatwell,* visiting a hair and

beauty salon is a priority for most – it’s one of the top three

activities people plan to do once lockdown is lifted. The majority

plan to return to salons within two weeks of reopening,

although consumers will also consider visiting a new salon. And

understandably, hygiene and safety will be incredibly important.

The worry for many hairdressers is that clients will have

turned to box dyes at home, but a survey from L’Oréal

Professional Products Division showed that while box dye

had gained momentum on social media, the sentiment around

it was largely negative. So, we know the demand for a salon

appointment is there – the challenge now is how we make that

happen in a safe way…

26

CREATIVE HEAD

Jezebel

The Sun

The Sun


The Sun

@rochellehumes

HOW CONSUMERS FEEL ABOUT THEIR HAIR IN LOCKDOWN**

53% are bothered a litTle/greatly that they can’t get their hair done

73% of those who usualLy have salon colour are bothered a litTle/greatly that they can’t get their hair done

65% of clients with short hair are bothered a litTle/greatly that they can’t get their hair done

*Treatwell conducted an online poll of 200 women aged 18-55 in London, with field work taking place between 3 to 6 April

2020. **Study investigating salon and hairdressing services in the past 12 months among a nationally representative sample

of 1017 UK women aged 16-74. Conducted by 2CV Research between 26 March and 2 April 2020, courtesy of

L’Oréal Professional Products Division, including brands L’Oréal Professionnel, Redken, Kérastase and Matrix

IT BOTHERS ME A LITTLE/A LOT THAT I CAN’T…

Night out at the theatre/fancy restaurant 55%

GetTing my hair done (at a salon, by a hairdresSer) 53%

WeEkend away 53%

Gym clasSes 35%

Personal shopPing experience 29%

Having salon beauty treatments

(eg manicure, facial) 28%

Having a body masSage 22%

57%

said they were not

cutTing their hair

for the time being

18%

of salon colour

clients wilL

atTempt home

colour

0 10 20 30 40 50 060

10 20 30 40 50 60

FIVE STEPS TO A SUCCESSFUL REOPENING

NOTEPADS AT THE READY – HERE’S PHOREST SALON SOFTWARE’S CHECKLIST

ü Update your website: since the lockdown, your services and/or staffing may have changed. Include new opening times should

you be looking to accommodate more bookings.

ü Turn on online bookings: when you’re ready, turn on your online booking feature to ensure that your clients can get themselves

in your chair at the first possible chance.

ü Prepare your communication plan: draft your SMS and email marketing, ready to go. Phorest Salon Software offers a range of

templates, ready for you to use in just a few clicks.

ü Tell your clients the salon is back open: SMS, email and social media – shout it out!

BREAKDOWN BY AGE OF THOSE BOTHERED

THEY CAN’T GET THEIR HAIR DONE

16-24 52%

25-34 48%

35-44 52%

45-54 50%

55-64 47%

65-74 62%

ü Select the services you want to offer: in the first few weeks, you may want to consider offering limited services such as focusing

on touch-ups only. Make sure this is clearly communicated to your clients, allowing them to book accordingly.

CREATIVE HEAD

27

GO THE

“IT’S GOING TO FORCE

US TO BE DIFFERENT”

Luke Hersheson

Hershesons, London

We set up a staff group on WhatsApp for Covid-19 updates and

to discuss what was going to happen in terms of costs and

wages. We made Zoom meetings a regular thing. I’ve been

so impressed by our team, seeing everyone come together.

Anyone who was thinking this was just going to be two weeks

and then back up and running wasn’t thinking straight. And I

don’t think it’s going to be the same again after this. It’s going to

force us to be different. I think we might be able to open and then may have to

shut again – it’s like nothing any of us have ever experienced before. The team

has been running Zoom consultations with clients – each one £10 for 20 minutes,

with the money going to the NHS. This has been great, and will potentially

generate new clients, and it’s been really nice being in contact with people. We’ve

planned for a three-to-four-month closure, that’s our model, and I think it will

take 18 months to return to full capacity in the salon, due to social distancing.

Luke talking to Creative HEAD’s Alison Rowley on Instagram Live

“WE WANTED

SOMETHING TANGIBLE

TO WORK WITH”

Chloe Wilson and Heather Baker

Masters of Craft, Leeds

We thought it would be great to provide material for our staff

to keep motivated over the lockdown as it’s easy to lose focus

during times with less structure. To have something tangible

to work with, we introduced MoC Home Lab Education

Boxes. We created eight boxes using our upcycled furniture

drawers, one for each team member. We popped in a notepad

and laid out a project specific to the theme and contents of the

box. They included items such as disposable gloves, tubes of colour, hair wefts,

developers, foil, an apron, clips, bowls and brushes, a plant or two to nurture

while the salon is closed and lots more. The boxes were delivered to each team

member’s doorstep so no contact with anyone along the way, just one person in a

car! They each had one week to research their subject, play around with products

and create samples in their home lab, and fill the notebook with their findings.

We rotated every week and we shared on weekly Zoom meetings.

28

CREATIVE HEAD

DISTANCE

“IT’S A

ROLLERCOASTER

OF EMOTIONS”

WITH SALONS SHUTTERED AND A WORKFORCE ON LOCKDOWN, CREATIVE

HEAD’S YOU’RE NOT ALONE CAMPAIGN REACHED OUT DIGITALLY (NO NEED TO

BE WORRIED ABOUT THAT TWO METRE RULE) TO DISCOVER HOW HAIRDRESSERS

WERE COPING AT HOME – AWAY FROM THEIR COLLEAGUES AND CLIENTS

Pauline Howe

Strands Hairdressing, Fareham

It’s a rollercoaster of emotions, from thinking ‘Am I going to

lose the business or my house?’ to worrying about everyone’s

health. I’m not usually one to get hysterical but first I panicked

and cancelled every Direct Debit I had as I wanted to make

sure all of the available money was there to pay staff wages.

Then the government announced the help packages so I had to

sort the Direct Debits all out again! I’m paying the team while in

lockdown, but I am taking advantage of the Coronavirus Job Retention Scheme

and deferring tax payments. There was a lot of cleaning and crying initially, but

by week three I looked at every penny we spend and where we can make changes

to save money, where we could restructure the salon and be more ruthless with

our stock. I’ve written cards to our older and more vulnerable clients to let them

know that we’re here. I’ve had some lovely calls, some in tears as they were so

pleased – we’re sometimes the only people our older ladies and gents get to see.

“THE FLOODS WERE

WORSE: THEY WERE

SO DESTRUCTIVE”

Brooke Evans

BE Ironbridge, Ironbridge

I was very much in limbo. It took the first two weeks to adjust,

and I actually had some down time. The past two years have

been so full-on as I’ve been working full time, renovating a

salon, buying a new house and dealing with the aftermath

of the floods when the River Severn burst its banks earlier in

the year, so I hadn’t had chance for ‘me’. I’ve been drawing,

keeping fit, engaging with staff, and making plans for shoots and

tutorials. The floods were worse because they were so destructive. My parents

and I were forced to sleep in the salon for nearly two weeks so you couldn’t get

away from it. When you’ve devoted your life to something that you could have

lost in seconds, it’s really scary. I continued to pay my staff in full, as they worked

equally as hard. And now I’ve furloughed them for Covid-19. I will work every

hour to get my clients back in, and with the time we have had off, I’m ready to put

all my time into my business.

CREATIVE HEAD

29

Invest in

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THE WELLA PROFESSIONALS eEducation platform

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vital skills to have you feeling ready and excited

for lockdown restrictions to be lifted. Best of

all, plenty of content is complimentary, so you

can boost your skills at home, completely free

of charge.

Zoë Irwin, Wella Professionals UK

colour trend expert, talks all things glazing

and toning in her Glazing Masterclass using

Illumina Color. This online seminar will show

you how to lift hair to the right underlying pigment

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Alternatively, watch Robert Eaton deliver his Blonde Toning

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formulations and how to feather the colour for added dimension.

There’s a whole library of Wella-created HairTribe tutorials that

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Akin Konizi, Darren Ambrose, Michael Gray and Darren Lacken

offer step-by-step tutorials that are guaranteed to inspire.

Wella’s eEducation platform uses the latest technology to educate

professional hairdressers in an entirely innovative way.

eEducation provides a new flexible and fun approach

Good news for anyone who

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Any credit that is due to expire has

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funds won’t expire until

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to hairdressing education that can be tailored to

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It can be accessed via tablet, phone or PC,

and eEducation is open to all hairdressers.

It offers an array of online seminars,

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Explore and inspire yourself at

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30

CREATIVE HEAD

yourself


“THIS IS SUCH AN INCREDIBLY

CHALLENGING TIME FOR ALL

OF US, AND I AM SURE I AM

NOT THE ONLY ONE WHO IS

TRYING TO COMPREHEND

THE PAST FEW WEEKS.

WELLA PROFESSIONALS

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DURING THIS TIME. CHECK OUT

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WITH eEDUCATION AND ITS

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@WELLAHAIRUK”

Robert Eaton,

Wella Professionals

technical director

UK & Ireland

Switched on

The Wella UK Instagram page

@wellahairuk is hosting additional activity

created to inspire stylists during lockdown

and beyond. Check out the Digital Events

pin on @wellahairuk for the weekly

and daily schedules of Q&As, howtos,

masterclasses and expert advice all

delivered by Wella’s leading educators and

Guest Artists.

Wella Professionals Global is also hosting

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some of its leading global artists. This is an

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on the planet. Simply follow the Facebook

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the exciting content they’ve got planned.

If you haven’t yet discovered IGTV

there’s some great content waiting for you,

alongside an archive of material that's

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Go to Instagram @wellahairuk and

Facebook @wellauk to get involved

Words of wisdom

“OUR INDUSTRY IS FILLED

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Nick van Holstein,

Coty Professional

Beauty general manager

Get inspired at education.wella.com and get involved on instagram @wellahairuk and on facebook @wellauk

CREATIVE HEAD 31

NEW

NORMAL

WHEN SALON DOORS OPEN ONCE MORE, BOTH STAFF AND CLIENTS WILL

NEED TO GET USED TO A DIFFERENT WAY OF WORKING AND VISITING

FOR APPOINTMENTS. WE CONSIDER HOW THAT MIGHT LOOK, AS SALON

OWNERS SHARE THE PLANS THEY’RE PUTTING IN PLACE

ONE BRAND IN an incredible position to understand what

salons are facing post-lockdown is Treatwell, thanks to its

65,000 salon partners across Europe. Madeleine Raynel,

supply director at the company, admits the assumption was that

everyone would be raring to go as soon as that green light to

reopen is given. However, she’s noticed a mood of concern. She

says: “Early indications from survey results illustrate that by far

the biggest concern was hygiene and safety.”

It’s clear all salons will need to change the way they interact

with clients, and staff need to be completely on board, too.

L’Oréal Professional Products Division (LPPD) has worked in

conjunction with hygiene specialists in Europe to create specific

hygiene recommendations for salons (highlights of which are

listed below). “We want to do everything we can to support

all salons and hairdressers,” says Béatrice Dautzenberg, LPPD

managing director. “We are creating a new version of our Salon

Support Guide, which will focus on reopening, spanning topics

such as hygiene, client communication and service menu ideas.”

LPPD will be sharing further guidelines to support salons in

reopening but advises to always check government guidelines.

UPDATE HOW YOUR SALON IS ORGANISED

• Ensure you respect social distancing.

• Stagger appointments to reduce the number of people in the

salon at any one time. Adapt opening times, for example longer

hours and specified times for vulnerable clients.

• Organise your staff into teams to allow rotation – then if a

stylist needs to self-isolate, that whole team will self-isolate but

the business can stay operational with another team in place.

• Have greater gaps between stations/clients.

• Think about how clients will wait for their appointment – a

waiting zone outside? A queuing system with marked out zones?

• Don’t offer tea/coffee or food, offer disposable bottled drinks.

• Remove easily touchable items such as magazines and testers

and ask clients not to touch products on shelves.

• Revise your service menu – salons in post-lockdown countries

are offering express services such as dry cuts and root touch-ups.

• Try to go cash-free including digital receipts and disinfect

touch pad buttons after every use.

• Inform clients about the new measures on your website, in

online consultations or a conversation prior to the appointment.

GET EVERYONE ON TOP OF PERSONAL HYGIENE

• Keep washing and disinfecting your hands throughout the

day, and avoid wearing jewellery and fancy nails.

• Offer disinfection points for clients: at the door, the station etc.

• If you wear a mask, ones with ear loops are preferable.

• Gloves must be changed frequently and you’ll need to wash

your hands every time you remove them.

• Wear dedicated work clothes, washed daily and kept in a

clean, closed place, and used only for work (including shoes).

• Disposable fabrics where possible (gowns, technical collars,

towels), one new for each client. If you don’t use disposable

items, you’ll need to treat them as single use for each client.

RAMP UP HYGIENE IN THE SALON

• Stick to one station/backwash per staff member/client, and

disinfect the area after each client.

• Clean all salon surfaces at least twice a day – can you dedicate

one team member to cleaning?

• Don’t share kit or products with other team members, and

clean items after each use. It’s better not to use a tool belt.

• Hair dryers/stylers should also be disinfected after each use.

• Aim to clean ‘high touch’ surfaces three to five times a day, as

well as cleaning all contact surfaces after each client, and think

about how you’re going to manage salon waste.

32

CREATIVE HEAD

“I WANT TO DO MY

BEST TO PROTECT

MY TEAM”

Becky Candy

Becky Candy Salon, Clowne

I’ve planned to remove some stations, remove our waiting area

and reduce the number of clients in the building at any one

time. I see us opening for longer with fewer team members

in but doing split shifts so that we’re reducing the number

of staff and clients. I also feel we will be booking one client

at a time, for example with a colour we would have just that

one client in the chair. Our salon is quite small and we wouldn’t

have the space to distance people enough while processing and I want to do my

best to protect my team. We’ll ask clients to wait in their cars for a call from us to

let them know we’re ready for them and we’ll also limit the amount of time they

are in the salon. We’re looking at video consultations prior to their appointment

so that we’re fully prepared for the visit. Some people will be bashing our doors

down but others will be apprehensive, so this is the perfect time for us to reassure

them. We will be offering an online checkout, issuing the bill while they’re in the

salon to pay via their phones, online banking or our online checkout. The bill will

include any products we have recommended; all they will need to do is decide if

they want them before making payment. We will be in a state of uncertainty for

a very long time. I am pregnant, due in mid-June, and have two team members

on maternity leave and my manager is on the vulnerable list. This all means that

there’s quite a lot of worry for when the lockdown is lifted.

“SOME CLIENTS WILL

BE NERVOUS ABOUT

VISITING”

Robert Eaton

Russell Eaton, Yorkshire

The Russell Eaton team in lockdown

“We’re looking at working shifts to efficiently manage the

team over new trading hours, while minimising the number

of clients they’re in contact with. For example, operating

seven days a week combined with longer opening hours,

with three or four teams working in shifts. We’re also

looking at temporarily reducing the services we offer. Some

treatments such as facials and massages may no longer be viable

due to social distancing. Some clients will be nervous about visiting, so we’re

implementing additional measures including making masks and gloves available

for each team member. Clients will also have minimal contact with other

team members, as their stylist will take care of every stage of the appointment.

Work stations have already been spaced out, and clear screens (like those in

supermarkets) have been installed at reception and on the nail bars. We’ve also

invested in more sanitising products and disposable gowns and towels, and

created signs informing clients of the safety and hygiene measures. Costs will

increase due to everything we’ve implemented. We had a price increase in January

and extended our appointment time, so clients will get value for money. I would

encourage stylists and salons not to be nervous about charging and to avoid

discounts. No matter how well prepared we are, it will take commitment, energy

and drive from everyone to get the business back on track.

CREATIVE HEAD

33

Gift vouchers from Hazel & Haydn

UP FRONT

GENERATING INCOME WHILE SHUT AND DECIDING WHO GETS THOSE FIRST

APPOINTMENTS WHEN OPEN ARE PERHAPS TWO OF THE BIGGEST CURRENT

CONCERNS FOR YOUR BUSINESS. LET’S EXPLORE THE OPTIONS…

THERE IS A silver lining; the lockdown has proved just how

much clients appreciate their salons. This means that plenty of

them are going to be clamouring to get an appointment when

you reopen, with many spending now to ensure they get seen,

and to support their local hairdresser.

Some salon software systems already have features in place,

such as Phorest Salon Software’s new online gift voucher

service, which shifted an incredible £1m in the first two weeks

of launch, illustrating how keen clients were to support their

salons. “The online voucher has been a brilliant addition to

our offering,” admits Melanie McBreen, owner of Changes in

Milton Keynes. “We sold more than 40 vouchers in a few days,

adding £3,000 to our cash flow. We’re bowled over by how

supportive and generous our clients are.”

Henkel, the company behind Schwarzkopf Professional, has

launched a voucher site, Helpyoursalon.co.uk, with no brand

affiliation that’s open to any salon or freelance hairdresser with

no costs attached. Just check with your solicitor, accountant or

tax adviser, and business insurer, as they can provide advice to

ensure any income from vouchers doesn’t compromise any state

aid or business liability insurance policies.

However, Richard Phillipart, owner of The Boutique Atelier,

warns that selling vouchers could cause cash flow issues further

down the line. “It might be a bit of a false economy,” he

explains. “When you reopen, many will have already paid. You

might have a whole month of people using vouchers, but you

still have to pay wages and government help will stop,” he says.

“Are the extra takings now worth the struggle in the future?”

When salons raise their shutters again, it will be a difficult

task to decide who gets an early appointment. Some have also

found the vouchers a useful way to prioritise appointments

once salons and freelancers can reopen, with customers who

purchased a voucher being offered the chance to be first in the

chair. However, Anne Veck’s Keith Mellen is cautious: “We

thought about prioritising certain categories of clients before

dismissing this as a bad idea. It would be very unpopular as well

as unfair, difficult for the receptionist to manage and rather

complicated for online booking.”

Ken Picton, owner of Ken Picton Salon in Cardiff, has

been re-opening online bookings little by little, starting with

clients who were booked in for the first two weeks the salon

was closed. He later opened it up to most regular clients – by

controlling who could make bookings, neither Ken nor his

software became overwhelmed.

68 34

CREATIVE HEAD

“MANY CLIENTS

WANTED TO

SUPPORT US”

Nathan Jermy

The Cutting Room, Huntingdon

We closed on 20 March, and lots of clients said we had made the

right decision and wanted to support us by buying gift vouchers

and products. I had an email from Phorest about launching

online vouchers, so it made sense that I used this scheme. I

love the fact as a client you are making a pledge, supporting

a local, independent business, using a format you’re already

familiar with. I launched the scheme with an email campaign

the day Phorest started it. We’ve £6,000 pledged so far; 112 people averaging

just over £50 each. We’ve no end of people pledging £100! In these uncertain

financial times, I didn’t think we would get that response. I wanted to thank these

wonderful people, so I started a pledge club. The first perk is access to our diary

when we reopen, a lifetime discount on retail (the majority of pledgers have been

clients with us for 10 to 15 years), and future exclusive offers. I also launched an

online shop; I knew it wouldn’t make a fortune but it helped clients look after

their hair and has shifted stock that would otherwise just sit there, allowing me to

pay off some suppliers. Some might be concerned this creates a cash-gap issue for

the future, but I have £6,000-worth of business in the pipeline, sat there ready for

when we reopen. It gives us some security, and if I do need it to pay bills to keep

the business afloat, surely it’s worth using that money knowing that you still have

a business to open after all of this?

“IT’S A WAY OF

MANAGING THE RUSH

FOR APPOINTMENTS”

“IT REALLY IS HARD

TO KNOW WHAT IS

BEST TO DO”

Louise Howard-Long

Architect, Leeds

From when we shut down we got a steady

chain of people wanting to pre-pay.

Initially, I was quite reluctant to offer a

pre-paid facility, as we have the cash in

the bank. But the requests kept coming

in and after talking it through with the

team we realised that this could be a way

of managing the rush for appointments when we return.

Once we know when we can return to work, we’ll first call

all the clients who have prepaid, then I will call each stylist’s

list of clients. Then we’ll call people who had appointments

booked, and finally I plan to re-open online booking. We’re

just trying to manage it the best we can.

Karen Thomson

KAM Hair and Body Spa, Lossiemouth

Gift vouchers are great to purchase as

treats for friends and family, but also for

clients themselves. Our gift vouchers are

promoted heavily on all of our social

media platforms and included in the

‘Isolation Hub’ section of our website.

The hub allows us to communicate with

our clients regularly, providing them with tips and advice.

A lot of our clients already have bookings for throughout the

year, so when we reopen we will honour these. We’ll then

offer clients with cancelled bookings new appointments. I

have also thought about selling a limited number of priority

vouchers – it really is hard to know what is best to do!

CREATIVE HEAD

69 35

FUTURE FORWARD

TIME TO ROLL UP YOUR SLEEVES AND GET BUSY WITH THESE PRACTICAL

GUIDES TO HELP BUILD UP YOUR BUSINESS AFTER THE LOCKDOWN

HOW TO… BOOST THE BILL WITH NEW SERVICES

KATIE WRIGHTON OF TAKARA BELMONT SUGGESTS NEW STREAMS OF REVENUE

When you start to reopen, some social distancing restrictions are likely to remain in place.

This could be a great time to bring in new ideas that are designed to be more exclusive and

private. And sometimes introducing new service opportunities and equipment can be quick,

cost-effective and profitable. A perfect example is Spa Mist II, it not only creates a spa-style

experience, it also enables hand-conditioning treatments to be added with minimal training.

Equally, barbers, unisex and men’s grooming salons can add new services to boost the bill and

make up some of the cash that was lost during lockdown. Adding traditional wet shave services

requires a modest investment in equipment but it elevates the service experience to new levels

and enables you to charge a premium price.

HOW TO… GET RESOURCEFUL

gettimely.com/consultation-app Create free, customisable forms with Timely’s Consult app

to help with reopening, even if you’re not a Timely customer. Build health questionnaires and

consultation forms to reduce time spent in the salon and simply email them to clients.

uk.lorealaccess.com/learn L’Oréal UKI has frozen payments from vulnerable small

customers until re-opening and shortened payment times for small suppliers. You can also access

support guides online, including back-to-work help and hygiene guidelines.

weareonetigi.com This site shares inspiring social media activity, compiles government advice

and updates, and offers a free, comprehensive social media package.

@wellahairuk and facebook.com/wellaprofessionals How-to videos, Q&As and

masterclasses are on Instagram, while Wella Professionals Global hosts a range of Facebook Live

seminars. There’s also a freelancer support guide.

kaosalondivision.com This site includes financial support offerings for salons, online

education, and a virtual home for the Goldwell Creative Awards.

phorest.com This hosts webinars and podcasts full of insightful information.

Behind Closed Doors – facebook.com/groups/hairandbeautyindustry Treatwell’s new

Facebook community is a place to share concerns and ask questions, and is open to everyone.

nhbf.co.uk/coronavirus There’s a 24/7 hotline for NHBF members’ questions, a databank of

information in FAQs and sample content that can be tailored to your business.

joico.eu/covid-19-support Online education, business advice and personalised assets are

available from JOICO for all salons to download.

HOW TO… BE

PREPARED FOR IT TO

ALL HAPPEN AGAIN

TIMELY’S SARAH FLUTEY

WARNS US TO BE READY

FOR POTENTIAL FUTURE

SHUTDOWNS

It could take months, if not

years, for this pandemic

to be fully under control.

Lockdowns could become

a frequent occurrence for

some cities and countries,

so it’s important to be

prepared. Keep the revenue

coming in: It’s helpful to

look at ways you can keep

any money flowing in that

will help you get back on

your feet faster when you

reopen. Your clients are the

key to keeping your cash

flow coming in during these

times, so make sure you’re

set up to sell products online.

Where possible, take stock

home and be ready to sell

online through your website

or systems like Shopify. Sell

gift vouchers online that

clients can use for future

appointments, or suggest

they send them to someone

who needs a pick-me-up.

Can you provide any services

via a video call? Online

consultations could be a

great way to continue to

generate revenue even when

the salon is shut.

HEAR

MORE FROM

THE EXPERTS AT


PARK PLAZA LONDON

RIVERBANK HOTEL

36

CREATIVE HEAD


*Subject to T&Cs. See website for details. Leasing is available through distributors and not directly with Takara Belmont

Re-lease

your potential

TRANSFORM YOUR SALON INTERIOR, EXPAND SERVICE OPPORTUNITIES

AND BOOST YOUR BUSINESS INCOME WITH FURNITURE LEASING OPTIONS

FROM TAKARA BELMONT

YOU’VE SPENT THE lockdown laser-focused on your business,

what you want to do to ensure that its future is as bright as it can

possibly be. Achieve your creative and business potential with

Takara Belmont’s free salon design service* and world-renowned

furniture and equipment.

Furniture leasing is available across its wide range of products,

which means that you can easily change up the vibe of your salon,

upgrade your existing equipment and add high-value services that

generate new revenue streams at an affordable, regular fee rather

than a huge initial outlay.

Katie Wrighton, Takara Belmont’s national sales manager,

knows how simple changes can have a huge impact. “We work

with businesses looking to bring their salon dream to life –

expanding or upscaling existing salons, or those who are simply reequipping.

What many salons don’t realise is how leasing can help.

It’s the perfect way to obtain high-end equipment while managing

cashflow and capital expenditure, and it’s tax efficient, too.”

Too often, compromises are made based on perceived

affordability, despite inferior equipment often costing more in

the long-term. The cost of repairs or replacement equipment not

only means salons typically spend more over time, but also their

business can suffer from lost revenue due to service disruption,

downtime and equipment failure.

“We provide lease options across our entire range through

our distributors,” says Katie. “This ensures that salons maximise

their service potential and deliver what their clients want, while

our commercial approach ensures they maximise income potential

as well.”

Both you and your salon will benefit from partnering with a

world-class equipment designer and manufacturer of premium

furniture, equipment and hair technology. Elevate your customer

experience in a manageable, low interest and tax-efficient way

with fixed monthly payments. “Every business needs to manage

cashflow and make investments in things other than equipment,”

says Katie. “Of course, many salons buy outright or take out

loans, but this can divert money away from areas like training

and recruitment. Leasing can make a real difference and free up

resources for other priorities.”

Plan for a profitable post-lockdown life, with a premium salon

experience and interior tailored perfectly for your clients and your

business that are on your terms, manageable and affordable. You’re

in charge – what do you want your future salon to deliver?

For your nearest distributor contact Takara Belmont on 020 7515 0333

visit takarahairdressing.co.uk/leasiNG or email hairdressing@takara.co.uk

37

Behind

closed

doors

HOW THE HAIRDRESSING INDUSTRY CAN COME TOGETHER IN A TIME OF CRISIS

The Covid-19 coronavirus global pandemic has triggered a period of

uncertainty for our hair and beauty industry. Now more than ever, there’s a

need for our community to come together as professionals to support each other

operationally and emotionally.

Treatwell is here to support the UK hair industry, salon owners and businesses

in this unsettling time. As things rapidly shift it can be helpful to share some

of the stories, actions and challenges that Treatwell’s partners – and the

wider hairdressing community – have been facing. These measures won’t last

indefinitely and Treatwell is here to support its partners through the bad times,

ready to come back with a bang when the worst has passed.

THE TREATWELL COMMUNITY

There was a huge appetite among Treatwell partners for a shared space in which to

communicate and provide support. Treatwell has taken the initiative and started an online

community on Facebook called Behind Closed Doors, a space where fellow hair and

beauty pros can actively share updates, questions and concerns.

Treatwell experts are also in the group, on hand to provide support and advice from

its finance, HR, legal and marketing teams. The aim is to ease the strain – both personal

and professional – during this unusual time. Whether you’re a salon owner or a part-time

employee, this is an open platform to chat, share tips, advice and support in a place where

everyone is in the same boat.

Find Behind Closed Doors at facebook.com/groups/hairandbeautyindustry

38 CREATIVE HEAD


MADELEINE RAYNEL, SUPPLY DIRECTOR AT TREATWELL

“The global pandemic is like nothing we’ve seen in our lifetime and will have a crippling

impact on our industry. One positive we can take though is the way the hair and beauty

community has united to support each other.

“We launched a Facebook community group, Behind Closed Doors, days before the

government made the decision to close all hair and beauty salons. In just over 24 hours,

we had 2,000 new members keen to seek advice, to share experiences, and to spread

some much-needed positivity.

“Amid the monumental changes and uncertainty, the entire Treatwell team is working

together to do everything possible to support our partner salons. We set up a dedicated

phone line for salons wanting to speak to an account manager for help deciphering the

government announcements, and a team that worked all weekend to make sure we were

available when our partners needed us.

“We had people working through the night to ensure we had solutions in place not

just to communicate the changes, but to automate the process of handling upcoming

appointments too, so we could ease the operational burden on our partners. We stayed

online day and night to respond to questions and worries in the Facebook group, doing

our very best to provide clarity and support in such an uncertain situation.

“I am so proud to work for a company that truly cares about this industry, and the

businesses and people within it.”

Find out more about becoming a Treatwell partner at treatwell.co.uk/partner

CREATIVE HEAD

39

Rebuilding

the industry

– together

TREATWELL IS HERE TO GIVE YOU THE SUPPORT, ADVICE AND DIGITAL

TOOLS YOU NEED RIGHT NOW, AND WILL BE THERE TO HELP RESTART YOUR

BUSINESS WHEN THOSE CLIENTS COME RUSHING BACK

40 CREATIVE HEAD

Treatwell is doing all it can to

support its salon partners and

the wider industry, which is why

sign-up and monthly fees for May

have been waived. Don’t miss out

on this opportunity to see how

Treatwell can support you and

your business.


To all the hair and beauty pros, salon owners and stylists

– things are challenging in so many ways but we are in

this together. Treatwell is ready to support you and your

business on multiple levels, from booking to marketing

tools, to get you in the best shape possible when you’re

allowed to reopen.

OPEN DOORS

For those reopening their doors, Treatwell’s number one priority is to

fill your columns as soon as possible. Every day, hundreds of thousands

of customers search for hair and beauty appointments on Treatwell

and now more than ever those customers are seeking professional and

expert services, particularly when

it comes to haircare. In fact,

more than two-thirds of

Treatwell customers plan to

book appointments within

the first two weeks after

the end of lockdown –

and Treatwell can connect these

beauty-conscious consumers

straight to you.

A HELPING HAND

Treatwell wants to help give you the support you deserve. Its

experienced team is on hand to offer support and advice whenever

you need it. Whether it’s through your dedicated account manager or

via the large online Treatwell community, you’re continually provided

with relevant and informed guidance. The team offers clarity on

everything from government support to sharing recommended hygiene

guidelines, doing all it can to help you navigate the new normal.

No matter what your current business situation, Treatwell’s new online

community, Behind Closed Doors, is free and open to all hair and

beauty professionals.

Join it at facebook.com/groups/hairandbeautyindustry

SET FOR SUCCESS

Treatwell can set you up for success remotely with the digital tools

needed to reach out to all of your potential customers. Its all-in-one

salon software, Treatwell Connect, gives you everything you need to

get organised and manage your business with ease. From day-to-day

calendar management to clear, concise financial reporting, these

digital tools will help make business admin seamless, so you have one

less thing to worry about. Treatwell Connect’s suite of built-in marketing

tools also means you can easily let clients know that you’re open and

bookable via email and the Treatwell client app.

Discover how Treatwell can help your business in good times and bad.

Book in your free consultation at treatwell.co.uk/partner

CREATIVE HEAD

41

thing

That thing

you

do!

Welcome to AvedaArtist, a competition to celebrate the talent across the Aveda Salon Network. And the

prize is pretty incredible – stylists up and down the UK submit creative images on social media for the

chance to win a shoot mentored by members of the Aveda Artistic Team and published in Creative HEAD.

This time around there’s a retro vibe with a ’60s theme, as this trio of Maren Moholt, Judith Rennie and

Chloe Rose get teasing with Aveda’s own Bea Carmichael. Beehives and backcombing are de rigeur

PHOTOGRAPHY BY JAMES MASON

42

CREATIVE HEAD


GO ONLINE to see all competition

entries – search #avedaartist on

Instagram, or visit @AvedaUK

CREATIVE HEAD

43

“It’s about keeping it current and modern

– giving it an up-to-date feel while taking

inspiration from those eras. Ahead of the

shoot, icons like Amy Winehouse were

an obvious source of inspiration. Also,

Bridget Bardot and Duffy – they were both

perfect inspirations. This competition is

a good way of getting out of the salon

and being creative in a different way. It’s

great to be inspired by different people

and keep on top of different trends. It’s a

good experience, and everyone here is so

talented. It’s a really good opportunity.”

MAREN MOHOLT

@hairbymarenm

The Wonderlab

“Today has been all about the ’50s, ’60s, screen

sirens, glamour… but a bit undone as well.

We blow-dried first using Aveda Texture Tonic

to put loads of volume in. Then we tonged it

through, set it and sprayed with Air Force and

combed it out. Then we dressed and pinned

it, before setting with a hair dryer, net and

hairspray. I’ve never entered a competition

like this before. It’s a different way of working,

seeing different tools that can be used for

different ideas and it’s been so educational.”

JUDITH RENNIE

@willittandjames

Willitt and James

44 CREATIVE HEAD

CREATIVE DIRECTION: Bea Carmichael @beacarmichael13. HAIR: Maren Moholt @hairbymarenm, Judith Rennie from @willittandjames and

Chloe Rose @crhair_makeup. MAKE-UP: Lucy Broggio @lucy.broggio_mua. PHOTOGRAPHY: James Mason jamesmasonphotography.com


“We practised

backcombing, curling, pin

curling... My mentor was encouraging

me to get involved with the competition,

so I did! It’s definitely inspired me to do

more shoots in the future, with editorial work

and at fashion week.”

CHLOE ROSE

@crhair_makeup

Conrad Blandford

45

LAST CHANCE

TO ENTER

CLOSING

10 JUNE

2020

CREATIVEHEADMAG.COM/MOSTWANTED

2020 CATEGORIES >

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CLOSING

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MOST WANTED 2020: OPEN TO ALL HAIR PROFESSIONALS, SALONS AND FREELANCERS IN THE UK AND IRELAND

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#MWIT20 @CREATIVEHEADMAG

2020 DATES AND DEADLINES

ENTRY FORMS CREATIVEHEADMAG.COM/MOSTWANTED

COMPETITION CLOSES 5PM, WEDNESDAY 10 JUNE

FINALISTS ANNOUNCED WEDNESDAY 8 JULY

GRAND FINAL SUNDAY 6 SEPTEMBER

QUESTIONS? EVENTS@ALFOL.CO.UK OR CALL 01434 610940

14 AWARDS – LAST CHANCE TO CLAIM ONE!

SINCE 2000, CREATIVE HEAD’S MOST WANTED HAS CATAPULTED THE HAIRDRESSING INDUSTRY’S BRIGHTEST AND MOST

BRILLIANT STARS INTO THE SPOTLIGHT, HONOURING EVERYONE FROM CREATIVE COLOURISTS AND RUNWAY REBELS TO LOCAL

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FOR A SALON THAT BEST SERVES ITS LOCAL COMMUNITY

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AWARDS BY NOMINATION

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FOR SALON OWNERS & MANAGERS

001-002_BH_Cover_Salon Success_16pp_GW11.indd 2 18/02/2019 10:18

CLUB

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CREATIVEHEADMAG.COM

£4.50 MAY/JUNE 2020


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cH

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SIGN UP FREE UNTIL 31 JULY

KEEPING YOU INFORMED AND INSPIRED AS WE FACE A NEW BEGINNING

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FOR BUSINESS

NEW RULES:

Have fun

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LET’S JUST MEET

the

THIS PAST WEEK

ESTD 1979

Salon Success Team

YOU WILL RECEIVE:

• ONE YEAR OF CREATIVE HEAD MAGAZINE DELIVERED TO YOUR DOOR

• DISCOUNTED TICKETS TO SELECTED CREATIVE HEAD EVENTS

• EXCLUSIVE COMPETITIONS AND PRIZES

• FREE PRODUCT SAMPLES

The fi rst 20 readers to sign up in May will receive Electric H2-1 Hydrate Shampoo, Hydrate

Conditioner and Brush, worth £56.50.* One lucky Creative HEAD Club member will win an

Electric taster box and a WT-1 Harrier hairdryer, worth £159!**

*For the fi rst 20 new members to sign up between 1 May and 31 May 2020.

Subject to availability, no cash equivalent will be offered.

**All prizes will be sent post-lockdown.

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2019


TOM CHAPMAN’S NEW DOCUMENTARY EXPOSES THE SHOCKING REALITY OF MALE SUICIDE.

THE MOST WANTED AWARD FOR INNOVATION WINNER EXPLORES THE ISSUE ON A PERSONAL

AND EMOTIONAL LEVEL, AS WELL AS HIGHLIGHTING ECONOMIC AND CULTURAL RAMIFICATIONS

£1.7 MILLION IS the estimated economic burden of every single

life lost to suicide – a statistic that gives a very real fi gure to

the unimaginable loss and grief felt by people after a loved one

commits suicide. “People are precious, people are priceless,” says

Tom Chapman, founder of The Lions Barber Collective. Taking into

account lost employment and opportunities, and the cost of front

line services such as the police and inquests into every life lost, the

impact is astonishing.

In 2014 Tom lost someone close to him to suicide – someone

who had friends and yet hadn’t felt able to open up and express

himself, even when Tom saw him just days before. His friend’s

death would be the catalyst for incredible change and courage

and lead to the formation of The Lions Barber Collective charity.

Now his new documentary, The £1.7 Million Haircut, tracks

Tom’s return to where his journey began, speaking to family

members, charity trustees, and people whose lives have been

saved by Tom’s efforts. It makes for powerful viewing, with hardhitting

facts that will have you wondering how the situation has

gone unchecked for so long that suicide is now the biggest single

killer of men under the age of 45, according to the Offi ce for

National Statistics.

The fi lm follows Tom’s struggle to keep the charity going,

sometimes through his own sheer will and passion. The Lions

Barber Collective is not intended to turn barbers into counsellors,

but rather to provide them with the tools to feel more confi dent

in broaching more diffi cult conversations with clients, to educate

them on the red fl ags to spot, to ask the right questions and listen

without judgement – and, most importantly, to know who they can

recommend clients approach for more help.

Alison Hernandez, Police and Crime Commissioner for

Devon and Cornwall, agrees with Tom’s approach: “We need to

try and shift the way that we deliver to our community about

prevention,” she says.

If the cost of one person’s suicide was invested in prevention

through the training and support for The Lions Barber Collective,

Tom explains, it could potentially result in hundreds of barbers

saving millions of lives on high streets up and down the country

every year.

“Our aim has changed from saving one life,” he says in the

fi lm, discussing the mission of the charity. “Our vision is a world

free from suicide. If we’re not aiming for that goal, then what’s

the point?”

YOU CAN FIND OUT MORE AND SUPPORT THE MOVEMENT BY VISITING THE1POINT7MILLIONPOUNDHAIRCUT.COM

@thelionsbarbers

51

#MWIT

Blonde glazing menu for Wella Professionals

GO YOUR OWN WAY

ZOË IRWIN WANTED A CAREER THAT COMBINED SESSION WORK, COLOUR AND TREND FORECASTING –

SO SHE BUILT ONE. AND SHE WON THE TITLE OF MOST WANTED CREATIVE TALENT… AGAIN!

THE 2019 MOST WANTED trophy was not Zoë Irwin’s fi rst win –

that came back in 2001 at the second ever Most Wanted Awards

– her unique approach to hairdressing has earned her an impressive

six trophies so far. Truly, there is no hairdresser quite like Zoë.

“My life of hair melds together my many different roles in the

industry, each one blending into and enhancing the next, with an

emphasis on trend and future concepts within beauty,” she says.

For more than two decades she has styled hair in magazines from

Elle to Tatler, and her hairdressing innovations have been written

about in publications including Vogue and Sunday Times Style.

She’s the Wella Professionals UK colour trend expert and works

with the Wella Professionals Passionistas; she’s creative director

at John Frieda salons and a ghd UK ambassador. And on top of

all that she runs the ghd style squad – where she takes young

hairdressers on a year-long trend journey.

Zoë also works behind the scenes at fashion shows, as well

as lookbooks and fashion campaigns, which further drives her

creativity. “That’s the time I get to be with my fellow image makers

– the make-up artists, photographers and fashion stylists with

whom I collectively develop ideas. I learn so much from being with

the other creatives that I then transfer to the salon world.”

Her skill for forecasting means Zoë has led some of the biggest

recent beauty trends. “In my former role as creative director for

Taylor Taylor Liberty, I developed a new type of styling service,”

she explains. “The salon was opening a new larger space on the

second fl oor of Liberty. My concept was to create a hair story that

would gain coverage in the fashion press for the opening. I knew

that a fun trend idea would also attract a new clientele.”

The Tie It Up styling menu was born out of Zoë’s personal

affection for the Liberty brand. “Growing up in the ’70s I spent long

summers in dresses that were made from iconic Liberty fabrics,”

she explains. “Later, as I walked through the fabric hall at Liberty

I realised the warm, nostalgic feeling the prints gave me would

be shared by many. I also knew I needed to appeal to a wide

audience – from a 40-year-old woman in a chic restaurant to a

Gen Z girl wandering Liberty with her mother, wearing her scruffy

Nike trainers, dirty from clubbing at the weekend.”

The result was a service tailored to each client, made as special

52 CREATIVE HEAD

Tie It Up menu for Taylor Taylor Liberty

as possible. “You simply arrived and chose your Liberty print

fabric, and a stylist would shampoo and blow-dry your hair,” says

Zoë. “They would then use your chosen fabric to create something

truly unique to match your outfit. We would tear Liberty fabrics into

strips creating styles ranging from classic knotted chignons and

Frida Kahlo-inspired weaved topknots to braids and ponytails.”

Zoë’s marketing strategy for this service was a stroke of genius,

using the appeal of the iconic department store, social media and

the beauty press. “Strips of fabric were displayed in the salon on

a customised wooden ladder made to match Liberty’s panelled

walls,” she says.

“I created names and hashtags and spread the word on social

media. By creating something that fitted with the Liberty vision,

I knew they would not only back the concept, they would also

use their incredible PR reach to promote it.”

In the months following the launch, hair accessories

exploded in popularity on catwalks and the high street,

illustrating a more universal trend – and one that Zoë

continues to dominate on Instagram with her denim

accessories handmade using vintage Levi’s.

In her role as UK colour trend expert for Wella

Professionals, Zoë is tasked with creating

palettes of shades that will set the industry

alight each season. “This really is my dream

colour role,” she smiles. “I mix Wella

2019

tones and develop fresh colour techniques for application. I then

name and launch them.”

Zoë’s 2019 colour palette for Wella Professionals was a huge

success, steering the colour conversation away from icy tones

towards sunnier finishes. This year, this warmth is continued

with her new blonde palette. “This season hair is jetting off to

the French Riviera and Saint-Tropez, to spend time on the sundrenched

beach of Pampelonne with its crystal blue sea, long

stretches of sand and chic beach clubs,” says Zoe. “I think glazing

is the biggest story in colour right now because, coupled with the

trend for balayage, it creates a personalised, bespoke result.”

TRIPLE THREAT?

Zoë has won the Most Wanted Creative Talent

trophy twice. Can she do it a third time?

“Right now, I’m in lockdown at my flat in London

and I’m working through all of my images from

the year to collate my ideas for my entry. I’ve

two concepts that I’m putting together, and to

represent them I like to use other people’s

words as much as my own. Sometimes

it’s easier to put across what you’ve

been working on using other people’s

reactions; it’s very hard to say ‘I

think this is great’, when you’re so

close to it! This whole process is so

interesting, it’s like a summing up of

my year, and it’s highly rewarding.”

CREATIVE HEAD

53

100 Salons

ONE BIG

NIGHT

Wednesday 23 September, 6pm to 10pm

Treat existing clients, win new ones, make A LOT of retail

sales – and be part of the UK and Ireland’s biggest hair party!

The Big Hair Do is about inspiring guests and educating

them in the latest hair tricks, techniques and products, and

reminding everyone why yours is the best salon in town

It’s fabulous for clients, brilliant fun for your team,

GREAT for business – and open to the first 100 salons

in the UK & Ireland to apply!

WANT TO PARTY?

The Big Hair Do takes place on Wednesday 23 September.

To secure your place head to creativeheadmag.com/bighairdo

and order your £75 Big Hair Do pack containing:

● Big Hair Do how-to guide ● Showcard

● Mirror clings ● 50 Big Hair Do tote bags

● 10 Big Hair Do badges

Book your £75 Big Hair Do pack now at

creativeheadmag.com/bighairdo

ONLY 100 SALONS CAN TAKE PART. FIRST COME, FIRST SERVED!

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COMPETITION CLOSES 5PM, WEDNESDAY 10 JUNE

FINALISTS ANNOUNCED WEDNESDAY 8 JULY

GRAND FINAL SUNDAY 6 SEPTEMBER

QUESTIONS? EMAIL EVENTS@ALFOL.CO.UK OR CALL 01434 610940

LIGHT AS (H)AIR

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66

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67

HEAD

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68


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69

DREAM

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DREAM

OF ME

No t all superheroes wear capes. The concise INVISIBLEWEAR collec tion

slo ts effortlessly in to every styling routine

70


UNDONE TEXTURE

HAIRSPRAY

WHAT IT DOES: adds sexy, undone

texture and body for effortless styling.

HOW IT WORKS: volumises and gives

movement to flat hair with a touchable

hold. Velvet flower-infused formula helps to

keep strands soft and never crunchy.

RRP £17.95 (239ml)

MEMORY SHAPER

WHAT IT DOES: shapes and creates

gorgeous, undone definition with a

natural finish.

HOW IT WORKS: adds flexibility and rich

shine to the hair while leaving it

touchably soft for added manageability –

all thanks to a soft memory formula.

RRP £15.95 (250ml)

VOLUME WHIP

WHAT IT DOES: Whips up airy volume

with a long-lasting, crunch-free hold –

perfect for beautiful blow-outs or to air-dry

for a natural finish.

HOW IT WORKS: the conditioning,

alcohol-free mousse adds shine, gives

natural hold thanks to velvet flower, and

helps banish frizz with humidity control.

RRP £17.25 (200ml)

“Undone Texture Hairspray is the

fastest way to beautifully undone hair.

It's an excellent product to add layers

of life back to the hair after cleansing”

Jay Small

71

UP, UP AND AWAY

Airy texture with just the right amoun t of hold?

INVISIBLEWEAR is your silen t styling support

PUMP ME UP

WHAT IT DOES: adds

incredible volume, texture and

grip at the root – with invisible

dispersion. Forget awkward

power residue!

HOW IT WORKS: boosts

body, bulks up strands and

creates instant volume right

where you want it, revitalising

fl at, limp hair.

RRP £22.25 (10g)

“Pump Me Up is my

favourite product, it

can be worked with

over a series of days

to ensure confi dence

with minimal eff ort”

J a yS m al l

72

DREAM CATCHER

Get the lowdown from

John Paul Mitchell Systems

artistic director, Heather

Ka’anoi, on the limitless

possibilities of the

INVISIBLEWEAR Collection


Creative HEAD: What are the key differences

between Cloud Whip, Velvet Cream and Air Gel?

Heather Ka’anoi: I worked with these products

while they were in development and it was

important for them to fit within the line as well

as stand alone. The biggest difference you will

notice with all three is the surreal feeling of the

transformative formulas. They’re like nothing else

we’ve done before.

CH: How do these products fit into the complete

INVISIBLEWEAR line?

HK: These three new stylers take relaxed, livedin

looks to the next level. The soft, touchable

textures allow for limitless styling possibilities.

The convenient salon card chart helps identify

each product’s key benefit, how it works, when

to use it, what it pairs well with, and a pro tip to

help redefine the undone styling experience for

salons and guests alike.

CH: When do you use INVISIBLEWEAR with a

guest? What do they love about it?

HK: What I love about this line is that it gives

everyone a youthful look, no matter what their

age. They love the scent and how touchable

their hair feels. Sometimes I use the Undone

Texture Hairspray before I start a service. I like to

give guests an idea of how INVISIBLEWEAR can

extend their style on day two or three after they

leave – and they love it!

DREAM OF DELIGHTFULLY AIRY, EFFORTLESSLY UNDONE STYLING WITH INVISIBLEWEAR FROM PAUL MITCHELL.

FOR MORE INFORMATION, CALL 0845 659 0012 OR VISIT SALON-SUCCESS.CO.UK

61 73

A little hair refresh using

@pulpriot.uk Rose Gold toner

@christabel-legra n d

Inspired by retro candy…

it’s the hidden fruit salad!

@hlbutton

Apricot blonde and a pastel pink

money piece for lockdown pal

@brooke.lagana by @hair-by-lexieshay

Some prismatic perfection

@pedro-plastic

In the

frame

Transforming my own

hair during lockdown

@glam.by.heather

Sunset hues for gorgeous

housemate Briony

@gina barnes-

Guest PAINTER and Pulp Riot

Squad member, Lexie Shay Rabbett

(@hair_by_lexieshay), had a lockdown

challenge for her squad mates. The

#PulpRiotMysteryMakeover tasked

the crew with creating new looks from

half-used tubes of colour they had at

home. Let’s see how they did…

#mohawk action for

@betty-blades husband

After a serious Ink Master

binge it was time to get a

#hairtattoo @lorettamarie-hair

See more at creativeheadmag.com/paint

Into the blue with Pulp Riot FACTION8

and Semis and some handy hair

extensions! @lauramaystevenshair

Retro Glam by

@verityofthevanitybox using

the bubble technique, as

seen on tv.PulpRiothair.com

74

CREATIVE HEAD

WE’RE STRONGER

TOGETHER.

Get through this with the

NHBF.

Information. Inspiration.

nhbf.co.uk/coronavirus

@nhbfsocial

Creative HEAD May/June 2020

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