Estetica Magazine MIDDLE EAST (1/2020)

the HairMagazine
INDOLA
Seminar for
Nazih Salon
Clients
GHD
ROYAL DYNASTY
COLLECTION
Launch in Dubai
International
Hairdressing
Awards
The finalists 2020

editorial
Digital Marketing - Some of the key marketing challenges is being relevant, authentic
and highly responsive to the continuously changing market trends.
The relationship between the market and digital space is continuously evolving with
new industry trends and technologies. Today the market customer expects to have
mobile apps to help guide them through their retail journey without a need for a sales
person while the online customer expects to have a smooth online shopping
experience where they can easily find and learn about what they are looking for as if
they were shopping in a physical store.
Best International
Avant-garde Collection
Estetica’s Choice
Hair: Silas Tsang
We constantly work on understanding all possible purchase journeys that our
customers go through and the role of every touch point on that journey to successfully
deliver our brand story and provide our customers with relevant experience.
The key success factors in our ability to serve relevant and authentic customer
experiences has always been talking and listening to our customers and constantly
observing their interactions with our content, products, and online/offline touch
points.
Through our customer centric approach, we continuously survey and talk to our
customers to bridge the gap between our customers’ expectations and experiences.
New technologies are always on the raise and even though they could be used by all
competitors, our opportunity lies in how we are able to effectively use each technology
in a way that is tailored to our specific target market’s behaviors and interest.
We have found that in addition to trusting Estetica as a well-known pole of high
quality advertising services, the trust of our customers extends to the perception of
our brand as an authority, source of knowledge and industry best practices in order to
strengthen the trust of our valued customers.
Estetica Middle East team
Raed Mardas
raed@estetica-me.com

Estetica Middle East n. 1/2020
contents
ESTETICA MIDDLE EAST
PUBLISHER AND DIRECTOR
Raed Mardas
raed@xyz.ae
EDITORIAL STAFF
Rim Nefzi
Genevieve Becaldo
ART DIRECTION
Reeja Joseph Shaji
ESTETICA
INTERNATIONAL
PUBLISHER &
MANAGING DIRECTOR
Roberto Pissimiglia
INTERNATIONAL
EDITORIAL DIRECTOR
Sergi Bancells
INTERNATIONAL
EDITOR-IN-CHIEF
Laura Castelli
INTERNATIONAL &
LICENSING EDITORIAL
COORDINATOR
Fatima Pilone
EDITORIAL STAFF
Marie Coccoluto, Michaela Dee,
Gary Kelly, Elisabet Parra,
Lucia Preziosi, Marie Scarano
LAYOUT
Manuela Artosi, Davide Cardente
LICENSING MANAGER
Elena Flaugnatti
SALES & MARKETING
ASIA-PACIFIC,
MIDDLE EAST & BRAZIL
Luisa Barberis
DIGITAL
Matteo Franceschini Beghini,
Erica Balduini, Ludovica Cavalli,
Erika Marchese, Wilma Sommariva,
Valentina Stella
Events
Indola Seminar for
Nazih Salon Clients 10
Royal Dynasty Collection 12
Estetica Awards 16
Interview John Moroney 19
Advertorial
Goldwell Announces Global
Creative Awards 20
Trends New Male Order 24
Barberlife 30
Catwalks Fashion Vision 36
Design Building for the Future 44
Stars ‘n’ Styles Time & Space Travel 95
Photograph Contemplating Beauty 116
Dossier Man Heroes 120
Retail The art of Business 125
Step by Step 130
international trends
International Hairdressing Awards -
The Finalists 2020 47
INDOLA 2019/2020 Street Style
Collection and products
Robert Resnick - ghd’s international
trainer introduces Royal Dynasty
Colection
Fashion
Vision -
Accessories
Man Heroes
Membre de l’Association
Internationale de la
Presse Professionnelle
Published under license from Estetica,
Edizioni Esav srl. Turin/Italy.
Building for the Future

INDOLA Seminar
for NAZIH Salon Clients
Showcased the INDOLA
2019/2020 Street Style
Collection and products
that salons need to
create the latest hair
trends captured on the
streets and elevated on
social media.
An INDOLA seminar for NAZIH Salon Clients was held on
October 15 in Novotel, Fujairah, UAE, which showcased the
INDOLA 2019/2020 Street Style Collection and products that
salons need to create the latest hair trends captured on the streets
and elevated on social media.
10 events
With the years of training and education all over the UAE, Nazih
professional hair trainers teamed up in the exclusive onstage
demonstration using new techniques in coloring, bleaching,
cutting and styling. Attendees learned how to achieve the coolest
Street Style Collection by combining the Blonde Expert Pastel
Shades with the Color Transformer for on-trend soft pastel results
and using Texture Spray to achieve the perfect touch. It was a treat
for the attendees to know the inspiring yet easy-to-create looks and
techniques using INDOLA products, including the new salesboosting
products.

Robert Resnick -
ghd’s International
Trainer, introduce
the products at
the Launching
Ceremony
The Royal Dynasty Collection is a 2019 Holiday Collection by ghd
comprised of different but most desired luxury gift sets.
THE DELUXE GIFT SET: Give your crown the royal treatment with the
ghd platinum+ and ghd air hair dryer deluxe gift set. Available with a
stunning rich burgundy vanity case.
GHD PLATINUM+ ROSE GOLD GIFT SET: ALL HAIL PLATINUM+
sensing your personal hair needs, adapting the power for ultimate results.
Adorned the Platinum+ styler in a regal rose gold finish complimented with
a luxurious vanity case. Flaunt fabulous hair with the ghd platinum+ Royal
Dynasty collection gift set.
GHD GOLD ROSE GOLD GIFT SET: Transform your every day with the
rose gold standard in hair styling tools delivering unparalleled results. The
crowning glory of beautiful gift sets, discover the ghd gold Royal Dynasty
collection gift set for stunning hair, whatever the occasion.
GHD PLATINUM+ GIFT SET: Black Platinum+ styler complete with
heat-resistant mat and paddle brush for perfect hair every day, this
luxurious gift set is sure to be #1 on every Queen’s wishlist.
GHD GOLD GIFT SET: This limited edition gift set is complete with a
luxury paddle brush for taming your locks and a heat resistant bag for easy
getaway packing. Be the Queen of Chic with the ghd gold styler gift set.
Royal Dynasty
Collection
Launch in Dubai
Nazih Group and ghd combined efforts to launch the
Royal Dynasty Collection in Dubai, UAE. The launching
was held on January 14, 2020.
Joe Ghazarian -
Hair Stylist, Nazih
Training Center talks
during the event.
Nazih Group and ghd combined efforts to launch the Royal Dynasty Collection in Dubai. The launching was held
last January 14, 2020 in Voco Hotel, Sheikh Zayed Road, Dubai. Nazih Group invited selected bloggers, influencers
and clients, and the event was hosted by Robert Resnick. He is ghd’s international trainer with sufficient years of
hands-on experience and hence very competent to introduce and discuss the fundamentals plus the use of ghd’s
products. Robert showcased the latest trends and created really good looks and at the same time gave style tips to
the audience for them to always have a GOOD HAIR DAY.
12 events events 13

Vloggers and
Influencers were
present in the
event.
Social Media Team from
Nazih Group (above)
Our excellent supportive
customers made this event more
successful (below)
ROYAL
DYNASTY
COLLECTION
14 events design 15

Estetica
Awards
EsteticaNetwork celebrated excellence during MCB
by Beauté Sélection with two international competitions:
Best Salon Award and Best Emerging Talent.
Best Salon Award-What’s Up in Paris 2019
1st place
Atelier Aldo Coppola
Kingdom Of Beauty
Milan - Italy
MCB by Beauté Sélection 2019 enjoyed record numbers in Paris last September,
with more than 50,000 visitors arriving from all over the world – that's a 2.5% on
last year's attendance figure. As well as providing a rich and stimulating creative
platform for attendees to experience and enjoy, MCB by BS is also an opportunity
for EsteticaNetwork to reward excellence in hairdressing and salon design, at the
same time as recognising the best in emerging creative talent. This partnership
between Estetica and MCB by BS has actually been recognising the design
achievements of salons worldwide for 6 years now. For 2019, the trophy for
best salon was awarded to Aldo Coppola, Kingdom of Beauty, in Milan, Itlay.
A jury consisting of Roberto Pissimiglia, Publisher of EsteticaNetwork,
Christophe Gabreau, President of Standing-Events and Co-President of
MCB by Beauté Sélection, and Stevn Thomas Yankowski, Artistic Creative
Director, assessed 24 salon finalists from 12 countries and after much deliberation
they were finally won over by the Italian salon for its unique, high-quality overall design, but
above all for the way it represents a truly global vision of the world of beauty.
The other high point of this 2019 edition
was the international competition created
by Estetica France, in collaboration with
MCB by BS on the stage of “Scene 360°”,
during which 8 candidates vied for the
title of Best Emerging Talent. Bernat
Sayol, the Spanish candidate from Mikel
Luzea's team, captured the attention of
the jury and the public alike for the
perfect execution of his “Bird of Paradise”
coif. His creation was a meticulous
construction where the feathery effects
were created with coloured natural hair.
Bernat Sayol also received from
Christophe Gabreau, Co-President of
MCB by BS, the opportunity to create a
show for Beauté Sélection in Lyon, France
on the 25th of November. The official
partner of this artistic springboard is
BaBylissPRO, who have offered all the
mentors and candidates their latest
innovations!
events
17

Exclusive interview:
Kao Salon Vice President
Creative & Communication
announces the new
Global Creative Awards.
John
Moroney
The year 2020 will be of
major change: for the
first time Goldwell
invites stylists to enter
the Global Creative
Awards – a whole new
global competition
focused exclusively on creativity.
We talked to John Moroney, VP
Creative & Communication to get
more information about the new
upcoming challenge.
Stylists have been participating
in the Goldwell Color Zoom
Challenge for 17 years. In 2020
the concept and the awards will
change – what is the reason behind
this?
As with all things, it is time to
change and evolve. With the rise of
social media, we recognize that the
individual expression of creativity
is incredibly important to stylists.
They want to imagine and create
their own visions and put it out
there for the world to see. As their
partner, it give us an opportunity to
help them achieve their dreams by
giving them a global platform to
showcase their creativity.
That sounds great. Which awards
and categories are new?
We’ve adjusted the structure of the
categories to showcase what we
call the Technical Categories –
which are the award categories
that are a reimagining of the Color
Zoom Challenge: Creative
Colorist of the Year and New
Talent Colorist of the Year – these
are the categories that start with a
photo competition and culminate
in a live competition at the annual
Kao Salon event. In this area, we’ve
added a new category called
Creative Haircutter of the Year,
which is focusing just on the art of
haircutting. Our newest category
of awards are the Editorial
Categories – a global, photo-only
competition that is open to all
Goldwell stylists and salons.
These new Editorial Categories
are: Avant Garde Stylist of the
Year, Editorial Colorist of the Year,
Men’s Hairstylist of the Year and
Salon Team of the Year. We feel
that this gives a whole new world
of opportunity for all of our stylists.
What is your secret tip for
stylists who want to take part in
the new challenge?
There are so many tips to creating
a great image, here’s what I always
tell stylists: Invest in your model.
Your model is more than just her
hair and these are not just hair
photos. Your model is what brings
your creation to life.
Other than that, just do it. Enter
for the experience, winning is
great, but the experience you gain
and the lessons you will learn is of
the most value. You will build your
confidence and your eye as you
continue to participate. Creativity
is a muscle like anything else -
you have to practice and exercise
it regularly in order for it to grow.
Where will the award ceremony
take place?
The Global Creative Awards
results will be announced next
year in Amsterdam at the Kao
Salon Global Experience Event in
Amsterdam. The event takes place
on October 11 & 12, 2020.
For more information, you can check
with your local Goldwell supplier.
interview
19

Goldwell announces
Global Creative
Awards
A new global
competition to
showcase the
unlimited creativity
of Goldwell.
The year 2020 is the year of
change for Goldwell as
they introduce the Global
Creative Awards - an
entirely new global
competition focused
exclusively on creativity.
This new competition is the next
evolution of the Color Zoom
Challenge – Goldwell’s global trend
competition. “In the past we invited
hairdressers from all over the world
to participate in the Color Zoom
Challenge and show their
interpretation of the current
Goldwell collection. In 2020, it’s
time to go further – we want to give
our stylists the chance to show their
full creativity without any
limitations,”
John Moroney, Kao Salon Vice
President Creative & Communication.
The key difference with the new
Global Creative Awards is that
stylists are now free to create an
entry showing their own unique
vision, rather than having to use
Goldwell’s annual trend as the basis
for their creation.
According to Moroney, “Today’s
stylists want to show their own
creativity and not ‘copy/paste’
someone else’s inspiration.
We believe that now is the time
to take the chance to show the
world what a true creative does:
Imagine, Create and Inspire.
And now, we want to celebrate that.
They have the talent, we have the
stage for them.”
Starting in 2020 stylists can
compete in two different ways - the
Technical Awards with three
different categories and the Editorial
Awards with four new categories:
TECHNICAL AWARDS
Creativity that starts with a
photoshoot and ends with a live
technical competition. For years,
the Color Zoom Challenge has
inspired thousands of stylists to
compete – and now it continues in
an exciting new way.
// new talent colorist of the year:
to show the world that age is not a
prerequisite for creative excellence
and to show their talent and
technical ability. This category is
designed for stylists with less than
five years of experience.
// creative colorist of the year:
The ultimate color competition. In
this category stylists create their
vision with a stunning photograph
and then recreate it in the
international live competition.
This category is open to all stylists
with the passion and drive to
compete in world of color.
// creative haircutter of the year:
This new category is open to all
passionate haircutters to show the
world that their work is a cut
above with this precision cutting
competition. In this category
stylists create their vision with a
stunning photograph and then
recreate it in the international live
competition.
The participants of the technical
categories have to compete first at
the national level in their country.
Afterwards the Gold winners
move on to the international live
competition.
EDITORIAL AWARDS-NEW
Four exciting new categories of
photo-only global competition
that celebrate the ultimate in
editorial creativity.
// men’s hairstylist of the year:
Stylists show their mastery and
expertise in men’s styling,
barbering, and Grooming by
creating a collection of cuttingedge
men’s looks.
// salon team of the year:
This category is the perfect
opportunity to show the creativity
of the entire salon team and to
create a collection that represents
a shared vision and show the
power of the entire team.
// avant garde stylist of the year:
To win this award stylists need to
push the boundries of
conventional hairstyling and dare
to inspire with their collection of
visionary work.
// editorial colorist of the year:
In this category stylists have to
express their vision in color and to
create an editorial color collection
that showcases color creativity,
precision and vision.
The participants of the editorial
categories have to compete globally
in this Photo-Only International
Competition.
The Gold Winners of each of the
global categories deserve the
recognition and reward for all of
their creative efforts. In addition to
their trophy, they will receive global
editorial coverage from Goldwell
Time to take the
chance to show
the world what a
true creative does:
Imagine, Create
and Inspire!
and the opportunity to participate
in a Goldwell photoshoot
(Technical Categories) and a cash
prize (Editorial Categories).
The winners of the first Global
Creative Awards will be
announced at the Kao Salon
Global Experience Event which
will be held in Amsterdam in
October 2020.
For more information and all
of the requirements, rules
and regulations of the Global
Creative Awards, please go to
www.globalcreativeawards.com
events
21

New male order
Forget about that tired ‘barbershop quartet’ of Buzz-Cut,
French Crop, Slick-Back and Side-Parting. Check these out!
The men’s hair revolution is well underway, and your male clients want to be a part of it. Today’s men are ready
to experiment more, taking influences from TV film and music, as well as social media. Whether its classic
Hollywood style, a modern mullet, or a strong colour statement, be prepared to be challenged by your male clients.
Here some of the UK’s top men’s hairdressing talents talk about the looks they love and how they created them.
Gary Kelly
SKIN FADE SLEEK
This look incorporates classic and more contemporary styles and techniques. It is based around a skin fade
throughout the back and sides, blended through on top into a sculptured square shape and finished off with a
side parting. I used clippers to create a skin fade starting with no guard on the perimeter and then very
gradually working up to a number one. I then used scissors to create the square shape, finishing off with a
shine spray. The whole collection was a nod to David Bailey with his classic old school black and white
lightning.
Desmond Murray, Atherton Cox
ANDROGYNOUS WAVES
This look shows a softer more elegant side to men’s hair. The finger waves give it a vintage feel, yet the styling and youth of the model make
it modern and timeless. I created this look by using a wet gel and then incorporated a finger wave technique, pinning each wave while it was
wet. Once the hair had set I removed the grips so the waves had a more exaggerated look. I took inspiration from the 1920’s when finger
waves were used more often on women’s hair. Because the model had quite an androgynous look I knew he could carry it off and I was right,
he looks really cool. This is a great editorial look, plus I can imagine it working well on the catwalk, complementing the right collection. For
salon clients, it would be more about incorporating a more subtle element of androgyny, perhaps with a more natural looking use of waves.
Rudi Rizzo, Artistic Director, Sanrizz Salons.
TECHNO GRUNGE
Long hair on guys is becoming more fashionable, and it may be time for men to grow out their locks and style a grunge look like
this one. This is a one-length haircut with a finish that is deliberately slightly messy. This style can work on those with any thickness
or texture of hair. The key is to complement your client’s face shape and hair texture, ensuring that the weight and balance is evenly
distributed. This haircut is achieved by cutting the hair to the same perimeter length from the natural fall. A true one-length haircut
is created by combing the hair down from the natural fall and cutting to the same one-length line, with no over-direction or elevation.
Let hair dry naturally, use a little salt spray for a messy matte effect or soft styling creme to encourage texture and curl. This look is
wearable for almost anyone, but is best suited to those with some natural movement.
Rino Riccio, Head of Education, Manifesto, London
24 trends
CURL-TASTIC
This look is an example of soft masculinity. It’s less harsh than many of the more classic men’s cuts we’ve seen in the
recent past, embracing the hair’s natural texture and movement. The model had naturally thick curly hair and I worked
with this to create the look. I used Kerastase Fluidissime, to prevent frizz caused by humidity, and cut the hair using a
scissor-over-comb with bevel technique at the sides so as not to lose length in the haircut and to create the shape. I then
applied Shu Umera Wonder Worker to define the curls yet leave the hair looking natural. I took inspiration from 1970s
Italian films by directors such as Fellini. This is a look that could work across all age groups, but it does require some
natural curl.
Tristan Eves, Tristian Eves, Petsworth, West Sussex
trends
125

SUB CULTURE
This look is part of a collection featuring ‘real boys’, capturing their individual style. The idea was to create
something raw, street cast, and uber modern, with a nod to British sub culture. To create the cut,
I sectioned out the top into a high horse shoe and started clippering sides and back following the head shape but,
most importantly, leaving out the hair line at the perimeter. Hair on top was blow dried straight up and cut using
scissor-over-comb to create squareness. For the colour, after discussing ideas with our National Colour Director,
Clayde Baumann, we lifted all the model’s black tone out with pre-lightener then Wella Colour Creates was applied
randomly in blocks at the root to give effect. Michael Francos, Company Educator, D&J Ambrose, Pinner
NATURAL TEXTURE
This image was part of a collection created by myself and art director, Andrea Giles. It’s a look that’s all about working with hair’s
natural texture to create something dramatic. Working with the model’s tight curls, we wanted to create a look that complemented
his striking bone structure and face-shape. Rather than opt for a more traditional Afro style, we stretched and loosened the natural
curl using our fingers as we blow-dried the hair, creating a powerful silhouette, incorporating a deep centre parting. We used a small
amount of fixing spray for hold, but not so much that the hair was weighed down.
Terri Kay, Salon Manager, Mark Leeson, Mansfield
THE MULLET
REVIVAL
The mullet is definitely making a return, although it’s a more stylish version of the 1980s look. The mullet I created
for this image, was achieved by putting a modern twist on the classic style, maintaining more length at the back and
sides of the hair, with a disconnected top section. The hair was cut using a razor to keep the style very soft and
textured, blending the two separate lengths. I styled the hair using salt spray, and naturally air dried it using only my
hands in a scrunching motion to add plenty of natural-looking texture. I then applied a light-hold wax to give some
separation to the ends. This gave the impression of a more current look, which is extremely on-trend this year.
Jamie Stevens, Jamie Stevens, London
TIMELESS CLASSIC
With a nod to yesteryear, this look takes influence from the iconic Pompadour - a timeless and classic men's hairstyle that remains a
strong influence in today's styles. This look was achieved on medium-length hair and would suit male clients of all ages, including
younger clients wanting to turn heads with truly classic man’s look, that can look thoroughly modern. A small amount of Baxter
Thickening Style Gel was applied to damp hair then working with the hair's natural fall. I use a hairdryer to dry the product in.
This creates the lift and hold the style requires. Baxter Clay Pomade is then used to create the texture and give that strong hold that
keeps the style in place from day to night.
Christian Wiles, Christian Wiles Traditional Gentleman’s Grooming, Northampton
trends
27

BEARD
28 events events 29
(PMV18)

Barberlife
Forget the days when men ordered basically one of three
styles: crew, pompadour, or regular - maybe a DA. Today
anything goes... as long as it feels as good as it looks. Marie Scarano
Dana Caschetta & Julie Cross @ Eufora’s HERO Men’s Team - Photo: Mark Short
American Crew 2019 All-Star Challenge Winners: Emma Jankowski, USA (above) and Blade Pullman, Australia (below)
Hair: Sean Foley - Photo: Sal Misseri
R+Co
Wahl
Retro vibes and classics -
like biker jackets and
turtlenecks - are always in,
especially when their
updated and tweaked to
enhance the client’s facial
features and lifestyle.
SEB MAN Design Team, Artist and Educator Joshua Wagner sums up the complexities of men’s grooming today perfectly when
he says, “Men don’t know what they want until they get it. Ultimately, guys want to come away from their service feeling like they
can take on the world! They want it all! They want it to look good with no product, they want it to last as long as possible, and
they want to look like a model on the front of a GQ magazine when they do use the product. However, they don’t want to take
longer than 30 seconds to make that happen.” Yet, to get the look they want men are also more willing to go the extra mile -
literally! “Only recently super technical fades have been beautifully matched up with super technical scissor work up top,” observes
Philip Wolff, Matrix Brand Ambassador, “Clients would actually go to two different barber/stylists to get the look they needed.”
But today, guys can find both stylists and barbers who are breaking new ground in offering full service to pamper their clients.
trends
31

Denman artists believe
that when finishing
men’s hair ,the key to a
great looking style is to
keep it looking natural
“Guys like a good
haircut and they like to
look smart, neat and
well groomed. What
they don’t like is hair
that looks ‘done’ – hair
that’s just that’s bit
too smooth, a bit too
perfect.” Take some
cues from the looks to
the left.
Sam Villa
Sebastian Professional
Below reminds us of the old “Barber
paradox”... Indeed, who styles the
stylist's hair? Well, SamVilla seems to
place his trust in Andrew Carruthers,
Education Director for Sam Villa,
as for many men it is important to
find someone who is highly trained
to combat low hair density and a
thinning hairline.
MITCH by John Paul Mitchell Systems
What trends do our experts predict? Funnily enough, like women,
the main criteria are that it be something personalised and versatile.
Yet, unlike women, the male of the species also needs to balance
out a hair style with facial hair as well, so in some ways it's more
complicated. Lisa Lobosco, ECRU New York Creative Director notes,
“Trending styles for men and women will go hand in hand, as was
evident in New York and Paris SS20 Fashion runway shows where
hair looks created were interchangeable on male and female models.”
Ecru
“Can’t find your blow
dryer? Oh yeah your
man has it! Men’s
grooming is in...
what men want is to
look and feel great.”
Trevelle Baker, CHI
Red Deer Barber
Hair: Allen Furlan - Photo: John Ng
Trevelle Baker, CHI Red Deer Barber
Lisa Lobosco, ECRU New York
Creative Director, says, “Men want
the same options as women in
length, texture, and cut, to create
a style that is unique to them
and identifies their personality.”
Wolff agrees, saying, “Men will want longer hair in general. Not necessarily ponytails and hippy hair, I just mean short
shags, androgynous cuts and a bit of a grown out look.” Trevelle Baker, CHI Red Deer Barber, predicts, “There will be
an increase in men’s color: grey blending, rejuvenating color, and fashion color are all in. And from tricked out 5 o’clock
shadows to long trimmed lumber jacks the beard looks are still on trend.” Eufora’s Julie Cross notices, “Guys are more open
than ever to trying new things. Styles have movement, texture and versatility with crisp clean detail – looks not just for
the barber or hairstylist to create, but for clients to recreate at home.” Then there is the all-important follow-up, where
specific products can help you keep that look with quick touch-ups during your morning routine, for hair and face both!
For example, SEB MAN’s Beard Oil - The Groom helps keep the beard conditioned and smelling great at home. ECRU
offers multi-functional products like Defining Paste for quick restyling. R+Co recommend their Motorcycle Flexible Gel
for the support and control of a gel with the flexibility and shine of a wax. Rev up your style!
trends
33

STYLE ISN’T BORN. IT’S GROOMED.

Fashion
vision
Angel Chen
Dolce & Gabbana
Decisively convincing and contagiously
desirable. Accessories are the style signature
of a brand and the key to a successful look.
Appetising and super-glam, you should keep
focused - they can become addictive ..! Laura Castelli
Masha Ma
Manish Arora
Benetton
Laura Biagiotti
Bora Aksu
Double the possibilities and your optimism will take flight,
so dispense with reality and toy with the light fantastic. Be
libertarian - immerse yourself in the past and project
yourself into the future. Glasses are quite simply style x2.
Fendi
Catwalk Photos: IMAXtree.com/Andrea Adriani
Courreges
Byblos
Iceberg
Chloe
Thom Browne
glasses
catwalks
37
Janel Zhang

Forget utility - bags are hardly ever meant for just for
keeping things in. Opt for one that will turn heads and
become the focal point of any conversation. Take a look
- nowadays 'bag' can mean literally anything: slot
machine, aquarium, accordion or even medieval
weapon. Sometimes, they can even pretend to be... bags!
bags
Givenchy
Giorgio Armani
Angel Chen
Fendi
Balmain
Chanel
Max Mara
Claudia Li
De la Renta
Christian Dior
Moschino
Gabriela Hearst
Byblos
Burberry
Chanel
Kane
catwalks
39

Koche
Aalto
Dolce & Gabbana
Dolce & Gabbana
Emporio Armani
Seasonal bijoux with a flavour of Baroque and refined
opulence. Sparkle through the winter months with
traditional touches to brighten your day. Crown your head
while decorating your face and ears with shimmering
stones and bejewelled masks. Go big... go bold!
Cowan
Prabal Gurung
Chanel
Emporio Armani
Ulla Johnson
Area
Pushbutton
Area
Marine Serre
Manish Arora
bijoux
Area
Gucci
40 catwalks

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Building for the
future
train approximately 2,000 Shiseido employees; the Asia Pacific Innovation Centre, which will enable open-source
innovation, Asia Pacific consumer research, as well as create and localise a portfolio of highly specialised products for the
Asian market and climate; the Life Quality Beauty Centre, which is a unique facility that provides private, specialised
make-up consultations to consumers with significant skin concerns. As Shiseido continues to build for the future, it is
committed to an increased investment in its brands, talent development, beauty innovation and business activities in a way
that will positively and sustainably impact society.
Shiseido’s VISION 2020 corporate transformation heralds
a stunning new integrated HQ and office hub in Singapore.
Gary Kelly
Shiseido recently announced the opening of its new office development located in the heart of
Singapore’s Central Business District. This is part of Shiseido’s VISION 2020 corporate transformation
and is the office hub housing the regional headquarters of Shiseido Asia Pacific, the global headquarters
for Shiseido Travel Retail and the affiliate office of Shiseido Singapore. The new office also houses three
new dedicated facilities: the Asia Learning Centre, a first-of-its-kind dedicated training facility that will
design
45

MODA
INT’L
THE FINALISTS 2020
Hair fashion at its best! Here are the 15 finalists of the 2020 International Hairdressing Awards, that will take place in Madrid on February, 16th
2020 – the big day of international hairdressing, including the awards ceremony, the fabulous purple carpet and a runway show with some of the
most renowned teams in the world. Main sponsors of the IHAwards are Revlon Professional & Salon Look-Ifema, with Estetica as Global Media
Partner. Beauty Underground also sponsors the awards. Enclosed in these pages there’s also our ‘Estetica’s Choice’, the best images of this year’s
IHAwards entries as selected by our editors!
Modacapelli nella sua massima essenza! Ecco i 15 finalisti degli International Hairdressing Awards 2020 - che si terranno a Madrid il 16 febbraio
del prossimo anno, il grande giorno della coiffure internazionale con la cerimonia delle premiazioni, il favoloso purple carpet e la passerella dei più
famosi team al mondo. I principali sponsor degli IHAwards sono Revlon Professional & Salon Look-Ifema, con Estetica come Global Media Partner;
anche Beauty Underground sponsorizza i premi. In queste pagine, anche l’’Estetica’s Choice’, ovvero le migliori immagini in competizione agli
IHAwards di quest’anno, selezionate dal nostro team editoriale!
Haarmode vom Feinsten! Hier kommen die 15 Finalisten der International Hairdressing Awards 2020, die am 16. Februar 2020 in Madrid stattfinden.
Der große Tag des International Hairdressing mit Preisverleihung, edlem Purple Carpet und Runway Show einiger der berühmtesten Teams der
Welt. Die Hauptsponsoren der IHAwards sind Revlon Professional & Salon Look-Ifema mit Estetica als Global Media Partner. Beauty Underground
sponsort den Award ebenfalls. Außerdem auf diesen Seiten: unsere ‘Estetica’s Choice’ Looks, die besten Looks aus den diesjährigen IHAwards,
ausgewählt von unseren Redakteuren!
Le meilleur de la mode coiffure ! Voici les 15 finalistes des International Hairdressing Awards 2020 qui se dérouleront à Madrid, le 16 février 2020, à
savoir le jour J de la coiffure internationale avec la cérémonie de remise des prix, le fabuleux tapis violet et un spectacle sur un podium où défileront
les équipes les plus renommées au monde. Les principaux sponsors des IHAwards sont Revlon Professional & Salon Look-Ifema, avec Estetica
comme partenaire média international. Même Beauty Underground sponsorise les trophées. Aussi dans les pages qui suivent, l’’Estetica’s Choice’,
à savoir les plus belles images concourant aux IHAwards de cette année et sélectionnées par notre équipe éditoriale !
¡Modacabello en su máxima expresión! Aquí están los 15 finalistas de los International Hairdressing Awards 2020, que tendrán lugar en Madrid el
16 de febrero de 2020 – el gran día de la peluquería internacional, con la ceremonia de entrega de premios, la fabulosa purple carpet y la pasarela
con los equipos más reconocidos del mundo. Los main sponsors de IHAwards son Revlon Professional y Salon Look-Ifema; Estetica es Global
Media Partner; y Beauty Underground también patrocina los premios. En estas páginas descubre también nuestro ‘Estetica’s Choice’, las mejores
imágenes participantes en los IHAwards de este año seleccionadas por nuestro equipo editorial!

BEST
INTERNATIONAL
WOMEN’S
COMMERCIAL
COLLECTION
BEST
INTERNATIONAL
WOMEN’S
COMMERCIAL
COLLECTION
FINALIST
Lisa Polini
Australia
Title: HIGHLAND ARMOUR
Hair: LISA POLINI
Photo: DAVID MANNAH
Make-up: CHRISTINA RODIO
Styling: LYDIA JANE SAUNDERS

BEST
INTERNATIONAL
WOMEN’S
COMMERCIAL
COLLECTION
FINALIST
Steven Smart
United Kingdom
Title: COLLECTIVE
Hair: STEVEN SMART
Photo: RICHARD MILES
Make-up: DEBRA SMART
Styling: BERNARD CONNOLLY

BEST
INTERNATIONAL
WOMEN’S
COMMERCIAL
COLLECTION
FINALIST
Dorothy Tsang
Canada
Title: VIVID DREAMS
Hair: DOROTHY TSANG
Photo: ANDREW O’TOOLE
Make-up: KYLIE O’TOOLE
Styling: ELLA MURPHY

Hair: Shogo Ideguchi
BEST
INTERNATIONAL
WOMEN’S
COMMERCIAL
COLLECTION
Estetica’s
choice
Hair: Carles Dominuguez Toni&Guy Spain
Hair: Borja Carbonell @ Salones Carlos Valiente
Hair: Borja Carbonell
@ Salones Carlos Valiente
Photo: Esteban Roca
Make-up: Nacho Sanz
Styling: Salones CV
Hair: Said Rubaii
Hair: Leonardo Rizzo
Hair: Kylie Hayes
Hair: Robert Masciave
Hair: Adam Ciaccia
Hair: Shogo Ideguchi
Hair: Andrew Smith
Hair: Christophe Gaillet
Hair: Yasmina Bon Espadas
Hair: Shaun Hall
Hair: Rainbow Room International
Hair: Paul Paterson

Hair: Landry Agres
Photo: Esteban Roca
Make-up: Malen Buesa
Styling: Patrycja Juraszczyk
Hair: Sharon Tranter
Hair: Carles Dominguez Toni&Guy Spain
Hair: Morgan Richards
Hair: George Alderete
Hair: Madoka Abo
Hair: Adam Ciaccia
Hair: Bad Apple Art Team
Hair: Miguel Silva/Sk Style Barcelona
Hair: Pierre Ginsburg
Hair: Alla Tkaciuk
Hair: Gianluca Caruso
Hair: Landry Agres
Hair: Philipp Haug
Hair: Gonzalo Zarauza
BEST
INTERNATIONAL
WOMEN’S
COMMERCIAL
COLLECTION
Estetica’s
choice
Hair: Sharon Tranter

BEST BEST
INTERNATIONAL
MEN’S MEN’S
COMMERCIAL
COLLECTION
FINALIST
Jim Shaw
& Daisy Carter
United Kingdom
Title: LINEAR
Hair: JIM SHAW AND DAISY CARTER
Photo: TONY LE BRITTON
Make-up: ROSEANNA VELIN
Styling: JIM SHAW

BEST
INTERNATIONAL
MEN’S
COMMERCIAL
COLLECTION
FINALIST
Terri Kay &
Andrea Giles
United Kingdom
Title: RAW
Hair: ANDREA GILES & TERRI KAY
@ MARK LEESON
Photo: RICHARD MILES
Make-up: CLARE READ
Styling: BERNARD CONNOLLY

BEST
INTERNATIONAL
MEN’S
COMMERCIAL
COLLECTION
BEST
INTERNATIONAL
MEN’S
COMMERCIAL
COLLECTION
FINALIST
Fabian
Van Der Steen
Netherlands
Title: GENTLE MEN
Hair: FABIAN VAN DER STEEN
Photo: G+K PHOTO
Make-up: YVONNE NÜSDORFER
Styling: JORS TRÜLY

Hair: Shah
BEST
INTERNATIONAL
MEN’S
COMMERCIAL
COLLECTION
Estetica’s
choice
Hair: Arjan Bevers
Hair: Shah
Hair: Gianluca Caruso
Hair: Jose Boix
Hair: Gianluca Caruso
Hair: Jose Boix
Hair: Arjan Bevers
Hair: Paco Vanaclocha
Hair: Alexander Lepschi
Hair: Desmond Murray @ Atherton Cox
Hair: Alexander Lepschi
Hair: Desmond Murray @ Atherton Cox
Hair: Valentin Cedric
Hair: Tom White
Hair: Paco Vanaclocha
Photo: David Arnal
Make-up: Joss Jaycoff
Styling: Ismahan Obenali

Hair: Landry Agres
Photo: Esteban Roca
Make-up: Malen Buesa
Styling: Patrycja Juraszczyk
Hair: Marc Cavalche
Hair: Jamie Stevens
Hair: Candice Mckay
Hair: Candice Mckay
Hair: Valentin Cedric
BEST
INTERNATIONAL
MEN’S
COMMERCIAL
COLLECTION
Estetica’s
choice
Hair: Tatyana Molotsilo
Hair: Olga Garcia
Hair: Ersin Seçilmiş
Hair: Ersin Seçilmiş
Hair: Marc Calvache
Hair: Tom White
Hair: Olga Garcia
Hair: Daniel Gallego
Hair: Tatyana Molotsilo
Hair: Daniel Gallego

BEST
INTERNATIONAL
AVANT-GARDE
COLLECTION
FINALIST
Dee Parker Attwood
Australia
Title: SHALLOW
Hair: DEE PARKER ATTWOOD
Photo: ANDREW O’TOOLE
Make-up: KYLIE O’TOOLE
Styling: ELLA MURPHY

BEST
INTERNATIONAL
AVANT-GARDE
COLLECTION
FINALIST
Kylie Hayes
New Zealand
Title: GRACIOUS
Hair: KYLIE HAYES
Photo: ROSANNE DONALDSON
Make-up: MARTHA BUTLER
Styling: KYLIE HAYES - JAIMEE SMITH

BEST
INTERNATIONAL
AVANT-GARDE
COLLECTION
FINALIST
Dicksum Low
Malaysia
Title: DECONSTRUCTIVISM
Hair: DICKSUM LOW@A CUT ABOVE
Photo: AARON LEE
Make-up: FYN HAN
Styling: DICKSUM LOW

Hair: Elie Valiere
BEST
INTERNATIONAL
AVANT-GARDE
COLLECTION
Estetica’s
choice
Hair: Christophe Gaillet
Hair: Elvin Soh
Hair: Dylan McConnachie
Hair: Silas Tsang
Hair: Bianca van Zwieten
Hair: Gino Fang
Hair: Zoe Wilde
Hair: Nancy Martens
Hair: Sylvestre Finold
Hair: Elie Valiere
Hair: Damien Carney
Hair: Silas Tsang
Hair: Gonzalo Zarauza
Hair: Gino Fang
Hair: Gonzalo Zarauza
Photo: David Arnal
Make-up: De María
Styling: Visori FashionArt

INTERNATIONAL
ARTISTIC TEAM
OF THE YEAR
INTERNATIONAL
ARTISTIC TEAM
OF THE YEAR
FINALIST
Sanrizz
Artistic Team
United Kingdom
Title: NU.GIRL
Hair: SANRIZZ ARTISTIC TEAM
Photo: ANDREW O’ TOOLE
Make-up: NAOKO SCHINTU
Styling: RUBINA MARCHIORI

INTERNATIONAL
ARTISTIC TEAM
OF THE YEAR
FINALIST
Hob Creative Team
United Kingdom
Title: 35TH ANNIVERSARY COLLECTION
Hair: HOB CREATIVE TEAM
Photo: RICHARD MILES
Make-up: SCARLETT BURTON
Styling: OZZY SHAH

INTERNATIONAL
ARTISTIC TEAM
OF THE YEAR
FINALIST
X-presion
Spain
Title: BAUHAUS ( TARTAN II )
Hair: X-PRESION
Photo: ALBERTO HIDALGO + BORONDO
Make-up: ALMUDENA GARCIA
Styling: X-PRESION

Hair: Arjan Bevers, Nancy Martens
Photo: Andrew O’Toole / G&K photo
Make-up: Mireille Bevers Brunt
Styling: Annet Veerbeek, Luca Termine
Hair: Rush Hair
Hair: Toni&Guy
International Artistic Team
Hair: Ulta Beauty Pro Team
Hair: Toni&Guy International Artistic Team
Hair: Color Group Hair Salon
Hair: Color Group Hair Salon
INTERNATIONAL
ARTISTIC TEAM
OF THE YEAR
Estetica’s
choice
Hair: Rush Hair
Hair: Saco Creative Team
Hair: Color Group Hair Salon
Hair: Toni&Guy International Artistic Team
Hair: Toni&Guy International Artistic Team
Hair: Saco Creative Team
Hair: Rush Hair
Hair: Arjan Bevers / Nancy Martens
Hair: Ulta Beauty Pro Team

INTERNATIONAL
HAIRDRESSER
OF THE YEAR
FINALIST
Danny Pato
New Zealand
Title: TORI
Hair: Danny Pato
Photo: Mara Sommer
Make-up: Kiekie Stanners
Styling: Danny Pato & Rachel Morton

INTERNATIONAL
HAIRDRESSER
OF THE YEAR
FINALIST
Sally Brooks
United Kingdom
Title: SIMPLICITY
Hair: SALLY BROOKS
Photo: JENNY HANDS
Make-up: LAN NGUYEN-GREALIS
Styling: ANN SHORE

INTERNATIONAL
HAIRDRESSER
OF THE YEAR
FINALIST
Angelo Seminara
United Kingdom
Title: IMATAT-O
Hair: ANGELO SEMINARA
Photo: ANDREW O’TOOLE
Make-up: LAURA DOMINIQUE
Styling: NICCOLO TORELLI

Hair: Daniele Dragotta
Hair: Harri Akerberg
INTERNATIONAL
HAIRDRESSER
OF THE YEAR
Estetica’s
choice
Hair: Daniele Dragotta
Hair: Candice Mckay
Photo: John Rawson
Make-up: Maddie Austen
Styling: Jamie Russel
Hair: Alexey Osipchuk
Hair: Kenji Toyota
Hair: Kenji Toyota
Hair: Chrystofer Benson
Hair: Mark Leeson
Hair: Arjan Bevers
Hair: Harri Akerberg
Hair: Errol Douglas MBE for Salon Services
Hair: Salones Carlos Valiente
Hair: Christos Michailidis
Hair: Manuel Mon
Hair: Gino Hairandmore Artistic Team

Hair: Errol Douglas MBE
for Salon Services
Photo: Richard Miles
Make-up: Clare Read
Styling: Desiree Lederer
Hair: Arjan Bevers
Hair: Errol Douglas MBE for Salon Services
Hair: Manuel Mon
Hair: Mark Leeson
Hair: Chrystofer Benson
INTERNATIONAL
HAIRDRESSER
OF THE YEAR
Estetica’s
choice
Hair: Christophe Gaillet
Hair: Gino Hairandmore Artistic Team
Hair: Daniele Dragotta
Hair: Kenji Toyota
Hair: Salones Carlos Valiente
Hair: Silas Tsang
Hair: Christophe Gaillet
Hair: Silas Tsang
Hair: Alexey Osipchuk
Hair: Candice Mckay

Reviving the exquisite but
lost art of fingerwaving
to highlight two-toned
light and color.
Hair: Danielle Medina@1 Salon
Photo: Steven Robertson
Make-up: Barbra Mikkelsen
Styling: Matthew Sandoval
Products: Shu Uemura Art
of Hair
Time &
space travel
vision
95

Daring hair artistry reflecting
the concept of ancient legacies
that remain, bravely hewn into
“Tribal and exotic,
a modern esthetic.
fusing global culture
and ceremonies...”
96 vision
Hair, Concept, & Styling: Liza Espinoza,
Global Artist and Academy Facilitator
for Moroccanoil & Cherry Petenbrink,
Art Director and Global Artist, Olivia
Garden and Joico Int’l for Rogue
Artistry
Photo: Naomy the Photographer

Talented Eufora artists harness
individual creative spirits to
explore the merging of multiple
on-trend haircutting shapes and
styles -turning them inside out.
Hair: Philip Carreon, Lisa Vann,
Lisa Warren, Joanne Rempel for Eufora
Photo: Evan Duning
Make-up: Nina Reminder
Production and Styling: Danielle Rauto
“Reforming ideas
with a fresh take
on texture for
living in the now”
vision
99

“Contemporary colors
and cuts for women already
living in tomorrow...”
100 vision
Disconnected lengths and jazzy
shags, a nod to the mullet, but
with on-trend colors… because
you can.
Hair: Charlie Price
Photo: John Rawson
Makeup: Tiaja Pierre
Models: Donna Baldwin Agency

Taken from TH1
Hair’s ‘Hell Sexy’ collection
showcasing diverse
hairdressing techniques
and textures, for looks
that empower.
Hair: Thomas Hills,
TH1 Hair, Oxted
Photo: Richard Miles
Make-up: Claire DeGraft
Styling: Bernard Connolly
All about
the hair
vision
103

“The beauty of
colour illuminated
by the power
of reflection
and light”
KH Hair conveys the strength of
emotion; passionate, illuminating
and full of zealous enthusiasm.
The ‘Incandescent’ collection by
Hair: Jessica Neil and Mary
Geoghegan at KH Hair
Photos: Jack Eames
Make-up: Maddie Austin
Styling: Clare Frith
104 vision

The latest 3.6.5 Salon
Education Collection: a new
twist on techniques inspired
by ’90s supermodels to give
them a street-style edge.
Hair Lead: Jonathan Soons,
Headmasters Creative Ambassador
Support: Pervin Cirakoglu
& Kiki Cavie
Photos: Barry Jeffery
Make-up: Anna Durston
Styling: Jess Grist
Products: Paul Mitchell
“Timeless styles
that only a skilled
hairdresser has
the know-how to
re-create”
vision
107

With Andy Heasman’s collection
‘Point Constellation’ he has
looked to the stars - appropriate
as he’s just been crowned London
Hairdresser of the Year...
Hair: Andy Heasman, International
Creative Director of RUSH
Photos: Jack Eames
Make-up: Megumi Matsuno &
Elisabet Papathanasiou
Styling: Magdalena Jacobs
“Andy Heasman
is the driving
force behind the
RUSH Artistic
Team”
vision
109

In marked to over-worked,
high-maintenence men’s
styling - hair left to take its
natural course!
Hair: Justin Carr, Tom Baxter
and Myles Lewis of OSMO
Creative Team
Photos: Jen Baker
Styling: Joey Bevan
110 vision
vision
111

Exceptional colour work is
brought to life through the
skill of the hair artist,
combined with an intricate
and creative knowledge of
colour placement.
Kevin Neo@ Prix Salon by
Kevin Neo (this page) and Ken
Chong@ M+ by Monsoon (right)
Products: Shiseido Professional
Freedom &
Expression
vision
“Colour is the defining
feature - wherever it is
across the spectrum”
113

evlonprofessional.com
Welcome to
your personal hair
Eksperience.
EksperienceTM
When freedom of expression transports
colour to new heights, these are the
fantastic results. The secret is never to
apply the brakes to your fantasy and
“Unlimited colour options
imagination.
Edison Lim @E Avenue Hair Studio (left)
transform imagination
and Nick Koh@ Signature Hair Specialist
(this page)
Products: Shiseido Professional
into stunning reality”
114 vision
Create Boldly. Live Boldly.

A degree in anthropology from the University of Colorado, a past career as a model, and currently a professional
beauty photographer. And one peculiarity: in this digitalized era Laura Okita shoots photographs on a medium
format film. Her past as a model left her with some special sensitivity as a photographer that enables her to
approach the faces of her subjects with audacity, as well as an equal amount of delicacy. To burn onto the film an
Halfway between
unusual take on beauty. “Culture and society have always sought to define parameters and specifications for beauty,
echoes of the
but the truth is that they are never constant and are evolving continuously.” This is why she is convinced that each
Renaissance and
Gothic inspiration,
and every element of a look is important: “Hair, make-up, garments, light, all come together to create the shot, the
this intense portrait
success of which depends on the model, the inspiration of the moment, and the concept that I want to convey.”
presents the nude
look with an extrapersonalised
cut.
For this whole influenced by so many variables, Laura insists that the entire team be on the same page: “Each
professional has their own way of interpreting the concept. I think that knowing the style of each one is essential
to be able to visualize the look before it is created.”
Contemplating
beauty
A photographer based in New York, Laura Okita shoots
portraits that reflect a pictorial dimension: with light,
textured details, and vibrant colour. Daniela Giambrone
116 photography
“Art is a great source
of inspiration for
me,” reveals Laura.
“The imagination
that is freed in the
picture can become a
reality through the
hair and the
make-up. The
texture and colours
of a painting are
translated perfectly
by a hair look and
make-up.”

The largest international trade fair for beauty products,
hair, fragrances and wellbeing in the Middle East
31 May – 2 June, 2020
Dubai, United Arab Emirates
Secure your space now!
Tel: +971 4 389 45 00
beautyworld@uae.messefrankfurt.com
www.beautyworldME.com
For more information:
www.sumita.com
Pack Contains: 2 Soft Cosmetic Color
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saline solution, 1 lens case, 1 tweezer
and 1 instruction manual

Oh for a perfect world, in which every man who has had his hair cut at a hair salon or barbershop
will go on to linger for a while at your in-salon retail stand and then demand that you sell him
a whole plethora of styling and finishing products to take home with him. Sadly, this is very,
very far from reality – and it doesn’t take a sophisticated market research survey to discover
that the percentage of men that actually do that is tiny. From what we can ascertain, the
professional men’s hair styling product market falls within 4 distinct categories: 1) Men who do
not use any styling or finishing products at all. They are of some interest to us as hair professionals,
since while many will never even consider using styling or finishing products, some of them
might well have the potential to be persuaded. 2) Men who buy off-the-shelf products from a
supermarket or high street retail outlets. They may be ripe for conversion to professional hair
products if only they can be persuaded into doing so – this is where the expertise and knowledge
of the salon professional holds sway. 3) Men who have converted to using high-end styling
and finishing hair products that are, however, non male-specific, or to put it another way, genderneutral
or unisex, as they used to say in the dim and distant past. We love them, because they are
Man Heroes
How do you get your male clientele to engage with salon
retail products? The first step can be to introduce them to
their own ‘hero’ product. Gary Kelly
probably the most at-ease with themselves when it comes to retail
and almost certainly don’t need to identify with a ‘men only’ environment
when having their hair cut and styled. They’ll feel as at ease in a
conventional hair salon frequented predominantly by women as they will
in they most masculine, man-cave barbershop. 4) Men who only identify
with the barbershop experience because they feel it reflects their identity
and lifestyle. We love them too as this is the demographic that buys their
styling products in the actual barbershop. They do, however, stick to only
buying a ‘product for men’, will only be seen, for example, with a ‘product
for men’ in the gym changing area and in a not insignificant number of
cases will pay very little attention to how suitable the product is for their
own hair type/texture, providing is says ‘for men’ on the label.
(left and right): Three images that
underline how stylish and effective
finishing can have an outstanding
impact on men’s hair.
120 dossier
Gianluca Caruso for TONI&GUY
Jim Shaw and Daisy Carter
Andrea Giles & Terri Kay at Mark Leeson
American Crew
So as hair professionals with a male clientele, how can we help all these four group to engage more successfully
with the idea of buying styling and finishing products in the salon or barbershop? For sure they won’t want to feel
as though they’re being cornered into spending huge amounts of money on take-home products. Many men recoil
at the the idea of the hard sell, and those who don’t could end up feeling resentful when they get home and find
themselves lumbered with a whole range of products that they either don’t really need, or don’t fully understand how
to use. One fail-safe way to launch male clients onto the road towards in-salon retail is to identify that one bespoke,
‘hero’ product that is perfect for their specific needs. The message that “they recommended this specifically for me”
is a strong one, and one which men and women alike find very engaging. Whatever product ranges you stock, there
is certain to be something on the shelf which will perfectly respond to the needs of each of your male clients. Here are
just few that we’ve chosen, that fit the bill perfectly:
KMS HAIRPLAY HYBRID CLAYWAX. KMS Hairplay Hybrid Claywax combines a mattifying touch with a mouldable consistency - dries like a clay, moulds
like a wax. Allowing for re-shapeable styling for up to 72 hours, Hairplay Hybrid Claywax is the perfect versatile styling aid. Formulated with Beeswax, it
gives high grip and texture and a dry matte finish. Simply work a small amount through try hair, adding more to build additional grip. As with all KMS Finish
products, this product features unique individual formulations ensuring each product seals in and maintains your desired look. “I love how this product
takes the best of a matte, dry clay, and still lets my clients reshape and change their looks, “says Sam Burnett, member of the KMS Global Style Council and
UK Ambassador for KMS. GOLDWELL STYLESIGN CREATIVE TEXTURE MATTE REBEL CLAY. StyleSign Creative Texture Matte Rebel Clay is a classic
clay with a strong mattifying effect. Matte Clay Matte Rebel is great for use on short hair, creating a rough, extremely matte texture and a super dry finish.
Formulated with Bamboo Protein to retain natural flexibility, it prevents from stiffening with styling polymers guaranteeing easy and fast hairstyle shaping.
Containing FlexPROtec Complex, it also provides hair with heat protection, colour protection and UV protection. Matte Rebel has a musky, woody fragrance
with notes of grapefruit and apple. AMERICAN CREW MATTE CLAY. American Crew, the Official Supplier to Men, introduces NEW Matte Clay, the latest
addition to the brand’s Clay family, ideal for shorter to medium length hair. Designed with workable hold, American Crew Matte Clay gives full control of
style, leaving hair with a matte finish and a polished look. American Crew Matte Clay allows users to effortlessly shape almost any style. This texturizing
TIGI

System profesional
MVRCK
Goldwell
Fudge Professional
Whatever product ranges you stock,
there is certain to be something on the
shelf which will perfectly respond to
the needs of each of your male clients,
so identify that one ‘hero product’
and retailing to men could turn out to
be much easier than you thought!
Andrea Giles & Terri Kay at Mark Leeson
formula provides buildable texture, a workable medium hold, and a silky matte finish that easily helps create a wide range of hairstyles - from classic coifs to
longer modern looks. MATTE HED EXTRA BY FUDGE PROFESSIONAL. New Matte Head Extra offers consumers everything they love about Matte Hed
but now with something extra: extra dry, extra hold, extra matte, giving hair natural texture with a raw edge that is truly more matte than ever. Matte Hed Extra
utilises a unique dual system to coat the hair, absorbing moisture for a dry, non-sticky feel with a zero shine finish. The extra strong formula now allows for
longer lasting hold, making it the perfect hair tool for all day and all night styling. Texturise shorter hair for raw edgy looks or piece through longer hair for
extra movement and shape. BED HEAD STICK BY TIGI. Soft and pliable with a semi-matte finish and the ability to instantly create texture and hold, the Bed
Head Wax Stick revolutionised men’s hair styling with its cheeky tone and its links to youth-culture. It led to the growth of a brand renowned for its ‘in your
face’ packaging, strong fragrances and fantastic performance. The product was created by TIGI Founder and International Artistic Director, Anthony Mascolo,
because he wanted a quick and easy way to get wax into hair without leaving residue on the hands. When we came out with The Stick it revolutionised the whole
ethos of what we were doing with products,” says Anthony. “Until then we had been putting our products into classic white bottles, which was a standard at
the time. And then we began using packaging that was more commonly used for makeup and glue.” MVRCK SKIN+BEARD LOTION. MVRCK Skin + Beard
Lotion is designed to control and moisturise all beard styles and lengths. It shapes and tames coarse beard hair, from light stubble to full grown and everything
in between. The rich, hydrating formula moisturizes the face including the skin underneath the beard and other facial hair with a refreshing agave citrus scent.
Apply it to skin as a stand-alone daily moisturizer that also keeps beards tight and controls flyways. SYSTEM MAN TEXTURIZING SPRAY BY SYSTEM
PROFESSIONAL. System Professional, the professional haircare brand dedicated to ultra-personalization has a range of haircare and styling specifically
dedicated to men. The nine new products of the System MAN range, when combined with the full System Professional range offer men countless possibilities
of product combinations. The Texturizing Spray, however is particularly versatile, easy-to-use stand-alone product. It has a light-weight formula leaves hair
texture-rich. It helps to achieve a densified look and feel, while adding thickness for a dry, gritty, lived-in look.
KMS
dossier
123

Andrea Wintzer/Studio 16 Salon and Spa
(Yakima, Washington)
Courtesy of Nine Zero One
The art of
business
Sure, your salon gives you a creative outlet for your
inspirations, but remember too that you are running a
business, trying to turn a profit... and retail can help.
Marie Scarano
Eufora National Trainer, Ashley Toliver-Williams minces no words when it comes to the important role played
by retail sales in your salon, saying, "Retail sales bring in 400% more profit, at a minimum, dollar for dollar.
Retail sales allow salons to operate like full-fledged businesses, not just hair salons." More importantly, she
continues, "Salons with high retail sales can increase benefits, education, support teams, training programs,
incentives for consumers, marketing, etc. Retail supports anything you've ever dreamed of wanting to create in
your business." In other words, selling products and tools to your clients can make or break your salon. But it
takes some specific skills, tools, and insights to do so successfully, and that's where the experts come into play.
retail
125

Wahl
Eufora
Joico
SpotOn
R+CO
SpotOn
When it comes to best sellers for your retail displays, check out some of these winners. (Above L-R) 1919 by Wahl Professional is a line of 11 products that
include hair care, hair styling, beard care and skin care that barbers and stylists can use and sell to improve the level of style and service they offer. Eufora
Nourish Beautifying Serum, Beautifying Elixirs Shampoos & Conditioner, and Elevate Firm Hold Workable Finishing Hair Spray are all soft sells; Joico
Weekend Hair Dry Shampoo extends your 'do for days and doubles the longevity of haircolor. R+Co Two-Way Mirror Smoothing Oil melts into hair, leaving
strands polished and lustrous without weighing them down.
Ronit Enos, performance coach and founder of Salon Cadence claims that it is important to analyse
and adjust for seasonal highs and lows. “If you instill just a couple things into your business plan
to account for seasonal slumps and vacations, you can level out your earnings throughout the
year and be more financially sound,” says Enos. And going digital with something like Spot On to
optimize your organization, when used in conjunction with text messaging, can indirectly lead to
other benefits, including marketing opportunities to cross-sell retail items. “By ensuring that no seat
is ever empty in the salon and effectively communicating to clients what retail items and promotions
are available, salon operators should certainly see steady growth in sales of both their services and retail
products.” explains R.J. Horsley, Spot On President. Of course presentation also plays a role, so make
certain that products are in plain sight and accessible. Toliver-Williams recommends, “Too often we set
up retail displays to “look pretty”, but no one wants to disrupt a fancy display. So play to the consumer.”
Consultant Dave Stanko
recommends reinforcing
your consultation with
recommendations on how to
get the look and feel of a
salon fresh service at home
with specific products.
Denman
With few salons retailing brushes it’s likely most clients pick these up elsewhere when they should be buying them from you, the hair professional. For example,
one salon retail best seller is the iconic Denman D3. It’s great for brushing through wet hair, blow-drying straight hair and, importantly for clients, perfect for
popping into their purse for a spruce up on the go when needed. Joico wants you to keep your clients' hair hydrated, soft and shiny with their HydraSplash.
Recommend total home-care with HydraSplash Hydrating Shampoo & Conditioner, a Gelèe Masque for intense pampering, and HydraSplash Hydrating
Replenishing Leave-In for blow-drying and eliminating frizz, all without weighing hair down.
Joico
Joico
Eufora
Eufora
Dave Stanko
Eufora
Joico
126 retail

Sebastian
Ashley believes training is key, “The business must make a commitment to train people. How do you merchandise, what do
consumers respond to, how do you get it out the door, how can the business contribute to the work the service providers do
in the open and close? Do your people even know how to sell? Do they know why it's important to sell and close?” Focus on
the consultation but keep it going throughout the service, naming the products you use and why you use them, always with
a client-centric approach. Riawna Capri of Nine Zero One Salon agrees, “The best way to convince clients to buy products
is to place the product in their hand, on the tray or somewhere in their sight during the service. It’s important to explain
what you use and why you use it. It will almost always convince them they need to purchase that product.” “By ensuring that
no seat is ever empty in the salon and effectively communicating to clients what retail items are available, salon operators
should certainly see steady growth in sales of both their services and retail products,” R.J. Horsley concludes.
Keratin Complex
Keratin Complex
Joico
Affinage
Joico
Keratin Complex Style offers versatile styling products powered by
proprietary keratin, designed to deliver healthier hair and high-impact
styles as a follow-up to their in-salon smoothing treatments
128 retail www.perfectcos.com

BEST
TECHNIQUE
1 2
3
4 5
6
7 8
Filippo Sepe
Hair, Creative & Art Director:
Filippo Sepe
Photo: Cesare Colognesi
Make-up: Kriss Barone
Styling: Ferdinand
1/2/3- Make three pony tails, starting from the forehead and ending at the nape of the neck.
4- Separate a part from the first strand and make a small fold on the forehead.
5- Roll and fix the strand with big clips.
6- Continue in the same way on the other side.
7/8- Continue using the same method until you reach the nape of the neck.
step by step
131

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