Outliers A/W20

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Issue 05/2020

The innovators and salons

disrupting the status quo














All rights reserved. 2020



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All rights reserved. 2020





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Definition: person(s) differing

from all other members of a particular

group or set







New beginnings

From makeovers to mega salons, these

innovators are writing their next chapters

Future proofers

These salons are ready for anything

the future can throw at them

No ego in this team

Colour worth waiting for

Discover how these colourists created

a clientele loyal to salon shades

Social climbers

Savvy selfies and stunning Stories –

social media can transform business

Going live

Anthony Young of Moko, by Nick Freeman Photography

We talk to the Lockonego salon team

about what keeps them moving forward

Meet the members of the Redken Tribe

hitting Instagram to deliver inspiration


THIS YEAR HAS illustrated that as a business – be that a

salon, an educator, an independent – you need to be agile,

able to respond to any challenge. Those who are limber –

quick to rethink their strategy while remaining proactive

– will continue to shine bright and succeed. The Outliers

is about showcasing and celebrating those artists and

business owners who have been nimble, have future

proofed their businesses to ensure they continue to grow

and flourish tomorrow and beyond. They have pivoted to

other platforms when necessary to keep communicating

with their clients, to keep getting Redken favourites into

their hands, to keep them loyal to professional colour.

Inside you’ll meet salon stars who have faced the same

unforeseen obstacles as many of you, and have reacted

by thinking smartly, acting differently, and keeping the

conversation alive! These salons, educators and artists

are all proudly part of the Redken Tribe – perhaps they

have a few ideas to inspire you too…

Amanda Nottage – Editor

Mesart, photography by Heather Yates

EDITOR Amanda Nottage DEPUTY EDITOR Deborah Murtha WRITER Anna Samson ART Graeme White




Supplement produced in association with Redken. On the cover, clockwise from top left: Jamie Sea (@prettylittleombre), The Parlour (@theparlour_jsy), Claire Martin

(@clhair__), Mesart (photography by Heather Yates), Jonathan Long of Lockonego, Percy at Percy & Reed, Shai Greenberg of Gielly Green (all three photography by

Harvey Williams-Fairley @ Capture Collect), Moko (photography by Jerry Wesley), George Northwood (@georgenorthwood)

Creative HEAD, Alfol Ltd, PO Box 289, Hexham, NE46 9HJ 01434 610 416 enquiries@alfol.co.uk

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

of the publisher. All information correct at time of going to press. It is the responsibility of contributors submitting imagery and materials to ensure these are cleared for publication.

Printing by Buxton Press, Environmental Printer of the Year and Printing Company of the Year.


From makeovers

to mega salons,

these innovators

are starting on

new adventures.

That means nailing

the concept and

the interiors

to keep clients

coming back, and

tempting new

ones through the

door. Oh, and it’s

got to look great

on social too!

Let these four

innovators tell you

how they’re doing

things differently







Photography by Nick Freeman Photography and Jerry Wesley




Moko, Market Harborough

The radical refit

“I wanted to attract a more sociallysavvy

client and the best way to do that

was by working with the most sociallysavvy

brand in the industry”

FEW SALON owners will have been bold enough this

year to give their premises a major refit and introduce

brand new colour and product brands. But Moko’s

Anthony Young had good reason to make 2020 a year

of change. “We’ve always done well in our market

town,” he says, “hitting all the benchmarks. But I got

the sense that we were getting too comfortable. Our

client demographic was getting narrower and our

passion and motivation were being lost.”

Throughout lockdown the 20-year-old salon was

transformed. It ditched its previous neutral interior

and emerged resplendent in July as a five-storey

visual and sensual smorgasbord of unique spaces,

each decorated in their own distinct style. From

classic rose gold and marble to Japanese-inspired

Zen and graffiti-daubed urban grit, there’s a look and

feel to suit every client. And of course it’s all hugely

Instagrammable… you’ll even find a room dedicated

to Redken!

“I had so many ideas, and I wanted to use all of

them!” laughs Anthony. “I wasn’t sure how to proceed

but completing the Salon Emotion course from

L’Oréal Professional Products Division gave me some

useful pointers and also the confidence to press ahead

with my plans.”

Anthony’s desire to expand into a wider audience

was a key reason he decided to change to Redken. “I

wanted to attract a more socially-savvy client and the

best way to do that was by working with the most

socially-savvy brand in the industry,” he says simply.




Mesart, Glasgow

Super sized, super service

“When we opened back up our

retail increased tenfold – it was

just flying and it still is!”


launched a matter of months ago, but it has already been

making waves not just in the city, but also the industry

at large. The second location in the Mesart portfolio has

been shortlisted for Best New Salon at the 2020 Most

Wanted Awards, a nomination that has meant a lot to

founder Stuart Whitelaw (pictured left) and the team.

“It feels incredible to have been nominated for Best

New Salon this year, it’s really exciting and has given

a boost to everyone involved,” says Stuart. “Redken

has been amazing helping every step of the way and

ensuring every client journey is the best it can be.”

The team’s determination was brought sharply

into focus while salons were closed, as the Mesart gang

pulled together and used the opportunity to learn

through Redken courses on the L’Oréal Access digital

learning platform. Following Redken on social media

also gave the team a healthy dose of inspiration that

helped to up their game. “A lot of them were looking at

Redken ambassadors who were posting techniques on

social media and engaging really well. Redken has done a

lot with IGTV, which was really popular with my team.”

When it was time to re-open, Stuart was blessed

with a spacious salon that meant his team could hit the

ground running. “We have an ample amount of space, and

it allowed us to come back and open our entire service

menu to our clients without restricting anything. Redken

colour is intrinsic to these services, and has cemented

client loyalty at Mesart.” And when it comes to retail,

Stuart says that recent times have been like a continuous

Christmas. “When we opened back up our retail

increased tenfold – it was just flying and it still is!”

Photography by Heather Yates





“It’s really

good if we’re

going to make

it feel like


home, that the

salon doesn›t

have that

standard kind

of reception

box area.”



Photography by Harvey Williams-Fairley @ Capture Collect

“When I go into the salon,

I’m so proud of it all”


Percy at Percy & Reed, London

A private members club vibe

IT’S THE DETAILS that count at the newly

reincarnated Percy at Percy & Reed, and these tell a

story about owner Paul Percival. The stylist has taken

his two decade-long career styling hair on tour and

backstage for music artists as well as styling the label

execs, and very much made it his thing at the revamped

salon, knowing that experience and those contacts are

part of his cache. “I need to own that space, that’s very

much my USP,” he says.

The remodelled interiors are the result of a

lockdown bonding session with his carpenter dad. Paul

was also a carpenter apprentice back in the day, so he

got to dust off some old skills too. It’s a real labour of

love. “I needed to use the opportunity to change up the

salon. It was a massive gamble because we didn’t know

how long we were going to be in lockdown, and trying

to get supplies was a nightmare,” he recalls. “But there’s

something really nice about the fact that when I look

around now, I know that it was us. When I go into the

salon, I’m so proud of it all.”

And so he should be, as it’s truly a representation

of himself – the vintage record player and LPs (you can

choose the soundtrack), the inky blue velvet sofa, even

the metal shelving units straight from the ’70s are relics

scavenged from Sony Music’s offices. The vibe is very

much laid-back members club with Percy at the helm,

and you have an exclusive invitation.

Paul adds: “I needed a new start, and I wanted to do

it with Redken. We were so excited about using Shades

EQ. All the products work – that’s what I love most.”




Halo, Patcham

Selfies in the best possible light

IN JANUARY, Natalie Mears walked into a salon in the

heart of Patcham near Brighton with a dream. But the

space was dark, and very purple.

“I’m at an age now where I thought if I don’t do it

now, when will I?” she explains of her decision to open

her own salon, Halo Hair & Beauty. “I knew I had more

to offer than just working in someone else’s salon.”

Indeed, her vision was of a space that was warm,

inviting, and offered myriad services to the community.

And from the beginning, it had to be Redken. “It’s where

my heart lies, I have Redken in my veins,” she says.

“People come from far and wide for Redken colour.”

She was all set to make her dream come true when

the world went into lockdown. “It was like having a

birthday taken away from you, I had been so excited,”

she recalls. But when lockdown lifted, she was ready –

and with the help of plenty of friends, they turned the

salon around in just three days. “We roped in everyone!”

Those dark purple walls are long gone. Now there’s

plenty of blush (or is that Shades EQ pink?), white

and grey in the interiors and a gigantic pink bow on

the door, a sign of the treats you’ll find inside. But the

biggest talking point, and social media draw, aside

from that Shades EQ and Color Gels Lacquers shine,

are the enormous Hollywood-style mirrors that fill a

wall, and can be seen from down the street. It’s an ideal

illumination for the team’s work and for the clients’

perfect selfies. “It just gives the most lovely light. I’ve

had ladies book in for a blow-dry just to get a selfie in

front of it before a night out,” she laughs.



“I’ve had ladies book in for a blow-dry just

to get a selfie in front of the Hollywoodstyle

mirrors before a night out”



All rights reserved. 2020



New Extreme Length complete length strengthening system

with biotin, helps fortify strands from root to tip to help you

achieve your ultimate hair length goals.

*On average hair can grow up to 6 inches per year

system vs. non conditioning shampoo

The future


Life moves pretty fast and the consumer landscape

can rapidly change... that’s why these salons are future

proofing their businesses to ensure

they thrive under any circumstances

“In lockdown we got the team more involved

on social media, using the time to create

engaging videos and tutorials”



Gielly Green, Marylebone


Expert consultations

GIELLY GREEN IS home to leading hair maestros

from around the world. It’s a hand-picked team of megatalented

stylists, colourists and beauticians working at

the top of their game. The salon offers a host of luxury

services to an incredibly discerning clientele – so when

the salon was forced into lockdown, co-founder Shai

Greenberg (pictured) launched the site Salon Consult

to keep these experts in touch with their clients.

Part of the consultation sees the stylist create a

basket of prescribed hair products, which the client then

purchases to be delivered to their home. Salon Consult

has become so popular that the service is still running

even though the salon has reopened, meaning clients

and staff can use their time in the salon even more

efficiently. “We’ve had brilliant feedback,” says Shai.

“It’s also been a strong communication point for clients,

and we see a lot of interest come in now from Salon

Consult. In lockdown we got the team more involved

on social media too, using the time to create engaging

videos and tutorials.”

It’s key that Salon Consult is not “just another site

selling products”, which chimes in with Shai’s insistence

on a very high standard of customer service. “The power

we have is the expert behind the service, and that’s what

I advertise. Otherwise, what’s the difference between us

and another site?” he asks.

Indeed, Shai’s vision of customer service addresses

all the bugbears that used to upset him when he worked

as a stylist. It’s the kind of quality and luxury that you’d

find in a five-star hotel. Using the best products is a must

for Shai – and his team insist upon Redken. “They are the

most advanced products and deliver the best results,”

says Shai. “And the support we receive from the brand is

second to none: the training, the advice, the service.”

Photography by Harvey Williams-Fairley @ Capture Collect



“Everyone wants the Instagrammable

place to go. As much as it’s about

being a great hairdresser, I have to

give clients the wow factor”



Shop when it

suits you…

Kai & I, Bishopbriggs


Keeping the calm

“THE WORLD IS TOO BUSY – we want people

here to feel calm and relaxed,” explains Nikki

Calder, founder of the beachy brilliant Kai & I.

Walk in and you could be forgiven for thinking

you’d arrived at a Balearic bar rather than the

outskirts of Glasgow. Yes, of course you can get

a great haircut and colour, but Nikki knows that

a successful salon today needs to offer more.

“Everyone wants the Instagrammable place to go,”

she admits, “and as much as it’s about being a great

hairdresser, I have to give them the wow factor.”

And on that she’s certainly delivering: having

bought the barber shop next door, Nikki has

extended the salon to include more beauty rooms

and yes, a fully stocked bar. It’s all part of her longterm

plan to offer everything a client could need

within a haven of tranquility. Having attended a

L’Oréal Salon Emotion course, she took plenty

of ideas away to help boost her client’s journey.

“We’re trying to do something other salons aren’t,”

she explains, “and I want to get more followers.

I’ve been on two social media courses with Redken

and I’ve learnt so much. I feel we are now more


And that’s where the brand helps to boost her

further, she says. “I love the focus on trends. Lots

of big celebrities in the US use Redken and to have

access to what they use and then be able to offer it

to clients is amazing.” She’s also a fan of the new

L’Oréal Partner Shop. “It’s great to have an online

shop for salon owners,” she says. “It gives you

complete control of your costs and you can reorder

with ease. You can even give other members of

staff control of stock – which has transformed the

way we work as a team.”

WANT TO BE IN TOTAL control of your

stock? Thought so – that’s why Redken

has revolutionised the process, with

all the best the brand has to offer now

available online to order on the L’Oréal

Partner Shop. You’re busy, so this onestop

shop for everything you love from

Redken keeps your business moving

smoothly with 24/7 access. Choose your

preferred device and enjoy a thoroughly

seamless shopping experience. The

intuitive search tools can find what you

need in seconds, and you can set ‘out of

stock’ notifications and a favourites list

to help you keep your cupboards full.

You can even set different access rights

to multiple users so anyone you choose

in your team can help you keep track of

stock. Just shop, set your delivery date,

and enjoy an optimised online shopping

experience with you at the helm.

l Quick, simple, effective

l 24/7 online access from any device

l Next day delivery

l Optimised search

l Exclusive offers

l One-click reorder

l Create multiple users with different

access rights

Want to start ordering

from L’Oréal Partner Shop?

Contact your Redken

Business Partner, email info.

redken@loreal.com or visit




Ashley Clarke Signature

Salon, South Queensferry


Enhanced client experience


clinical.” That’s the vibe you’ll find at Ashley

Clarke Signature Salon, a gorgeous space that

enjoys a good mix of clients but sees plenty of busy

mums, just like founder Ashley herself. But a key

draw for many returning to the salon is the hair

bar, where clients can sit next to each other and

enjoy conversations with new and old friends alike.

“This is a high-end salon with a real

community feel,” explains Ashley proudly, who

sees her team’s personable approach as the point

of difference. “The clients have a lot of trust in the

team across the whole salon.”

It’s this communal, personable vibe that runs

through the strategy of the business, with Ashley

always laser-focused on improving the client

journey – something that prompted her to attend

a Salon Emotion workshop at the start of the year

to glean a little inspiration on changes she could be

making. So, what followed?

The traditional reception desk has been

replaced with a pod to make the entrance feel less

imposing and intimidating, with retail moving next

to it for a better shopping experience. “We make

sure our retail is clearly priced so it’s consumer

friendly,” explains Ashley.

Next up are digital screens in the salon’s

windows. “They’re so easy to update with our

latest launches and promotions – I don’t need to

go back to a printer and spend more on getting

materials reprinted, and they’re great for catching

someone’s eye, even at night when we’re closed.”

Catching the eye is one of the reasons she’s a

fervent Redken fan. “I love how Instagrammable

the brand is,” she says. “We get clients who have

been searching for Redken salons because of social

media. It gives you a certain cachet.”

“L’Oréal Partner Shop is really great

for budgeting – it gives me so much

more control and it’s so easy”



How to elevate

the client


Ebano, Ballinteer, Co. Dublin


Driving digital


last Christmas, Karan Burke and the Ebano team

were just too busy in the salon to really do much

work to it. But as 2020 arrived they started to

expand what was offered, adding more lines on the

e-commerce side, slowly but surely. Then, when

lockdown came into force and the salon closed,

Karan saw an opportunity.

“Our clients have trust in us, and we started

communicating with them straight away,”

explains Karan. “I introduced myself and started

sharing little details, like how many orders we

were packing a day. There was one day where we

sold 196 of just one item – I almost wanted to ask

people to calm down!” she laughs. And the most

popular Redken sale? “Color Extend Blondage

Express Anti-Brass Mask, oh my gosh! I couldn’t

keep it in stock,” she exclaims. “It’s incredible!”

Getting all the stock in lockdown could prove

tricky, but Redken was “there for me 100 per cent,”

says Karan. “Always on hand to support us, and

able to sort out deliveries. Nothing was a problem.”

One idea with real impact was Tune in

Tuesdays, using Instagram Stories to educate

clients on products and share home tutorials and

answer any questions… Online consultations

were also available to “make sure people got

exactly what they needed”, Karan explains of the

prescriptive approach, with the team following up

to ensure clients were happy with their solutions.

And it’s encouraging real loyalty, with the

e-commerce side becoming a business in itself as

some clients are yet to return to Dublin. Click and

collect and free delivery are also available to locals.

“People are supporting us with sales,” she says,

“that means so much as we always try to pull out all

the stops.”


WE ALL KNOW that running a business

on the high street has gotten even more

difficult, with shorter attention spans

and more online shopping. You need

to do everything you can to stand out,

which is where Salon Emotion, L’Oréal

Professional Products Division’s top-totoe

business support structure, comes

in. Drive your salon experience up a

gear with this exclusive seven-step

programme, which teaches you how to

break down the client journey and see

it with fresh eyes. The Salon Emotion

team works to enhance every aspect

of your client experience and provides

fool proof solutions to boosting your

business. The goal? To remind you what

the perfect salon experience feels like…

and then deliver it to your guests.

Baxter South

l Inclusive seven-step programme

l Assess everything from window

displays to services and retail

l Elevate your salon experience

l Top-to-toe business support

Ask your Redken Business

Partner for more details



Photography by Hikaru Funnell @ Capture Collect

Seckingtons, Northampton

& Milton Keynes



Shopping smart

WITH HIS SIX-MONTH marketing plan written,

Johnny Seckington is ready for action. During

lockdown, his motto was ‘survival, revival and

thriving when back’, and he’s true to his word.

Step one has been to sell the staff online instead of

products – “they are our biggest source of income”

– and each has written their own bio to encourage

the perfect pairings of client and stylist. There’s

been a focus on new clients, with investment in

SEO and Google Ads helped by the Redken team.

And any client-free spare time staff get is now

being used to educate. So rather than staying in

specialist cutting or colour silos, each stylist can

offer more services. “Any white space you can fill

is an opportunity for us to earn more money,” he

explains. And lots of that education is now digital,

with many of the team using Access by L’Oréal.

“It costs us a fortune to send staff to London for

training, so I’m a massive virtual fan,” he smiles,

“and the Access platform is incredible. If we have

quiet periods in the salon, we jump on Access.”

That digital fandom extends to the L’Oréal

Partner Shop too. He says: “It is important to our

business to always keep a close eye on stock, and

that’s why L’Oréal Partner Shop is so brilliant. In

fact, I’ve done an order this morning on treatments

I’m running low on, and it will be here tomorrow.

That’s precisely what I need for my business.”

He’s now getting ahead and ordering the

Christmas sets, which include a free shampoo:

“They did so well last year,” says Johnny. “Clients

love the fact they get something for free.”

“I’ve done an order this morning

on treatments I’m running low

on, and it will be here tomorrow.

That’s precisely what I need for

my business”



The power

of great hair


‘fresh from the salon’ feeling, and this

year Redken’s ‘The Power of Great Hair’

seasonal campaign and new Limited

Edition gift sets will help to capture that

feeling of ‘hair empowerment’ and salon

love all season long. The sets contain

product mixes perfect for every hair

need and promise to deliver powerful

results! The brightly coloured packs

with holographic finishes will ensure

brilliant stand out on shelf and the

offer of a free shampoo in every set will

make them completely irresistible to

any client!

To order, visit


or contact your Redken

Business Partner


“Ego is

in the


but you



it in the


Wander down Chelsea’s

iconic King’s Road and you’ll

find local hero Lockonego,

a salon stuffed with A-list

clients and premium talent.

Here, customer service is

absolutely king, with a crew

that’s focused on delivering

not only beautiful hair but

a flawless experience.

Meet some of the team

keeping West London

hair looking wonderful

Jonathan Long,



Ben [Cooke, co-founder] and I

didn’t put our names above the

door. It isn’t my intention to

put Jonny up front; I’m the one

who sits behind, there to help

motivate. I love my team, I’m

their biggest cheerleader and I

try to push them to fulfil their

potential. We understand the

value and attraction of being a

flexible employer but with that

family feel so that the individual

feels part of a team, rather than

a contractor. We’re currently

recruiting part-time and fulltime

roles for just such people.

It’s about keeping that core

Lockonego team to maintain the

value and standards but adding

skilled, passionate professionals

to work around them.

Antony Rawlings,

creative director

and manager


I was in sales and education at

Redken, and spent a lot of time

with big salon names. I loved

it but I was keen to get back in

the salon and I chatted to Jonny

and it felt right. I was going to

go in and change it up, and many

of the team have been there a

long time and I needed to know

they’d be responsive to that.

It’s about building businesses,

building columns, and keeping

clients coming back. After my

first year here, bringing in what

I’d learnt at Redken and working

with lots of salon businesses,

our retail grew 42 per cent and

business was up 13 per cent.

It was brilliant, like flicking a

switch and thinking differently.

Bee Cottington,

artistic director


I joined through Instagram –

one of the stylists reached out,

I needed a change and I loved

the vibe. You can get lost on a

conveyor belt in some salons

but everyone had been here a

long time, and that showed

they had clearly been nurtured.

As a colourist I’m also a magpie

– I’m always looking for the

next shiny new technique.

I do expensive blondes, and

there’s a lot of artistry in

creating a colour that looks

really natural. I love going

through what Redken posts

on Instagram, no one is afraid

to share formulas and ideas

because we’re all family.

I wouldn’t work anywhere now

that doesn’t have Shades EQ.

Photography by Harvey Williams-Fairley @ Capture Collect


Jamie Sea



She’s the balayage boss turning heads around the globe, with

her effortless lived-in looks and magic touch with colour. Join Jamie Sea

(@prettylittleombre), one of the world’s biggest pro influencers on Instagram,

for an exclusive Redken masterclass which will help you take your balayage

techniques and social game to the next level

JAMIE SEA HAS the magical ability to make you want to both be

her, and be friends with her. With almost half a million followers,

@prettylittleombre is the Instagram to watch for luxe lived-in looks,

but also for Jamie’s pumped-up positivity and exuberant appeal. She’s

an industry veteran and owner of SALT hair salon in Connecticut, as

well as SALT Society, her salon’s education team dedicated to trenddriven

hair colour techniques and business education. Redken has

snapped her up for an exclusive balayage and social masterclass for UK

and Irish salons on Sunday 18 and Monday 19 October.

Do you dream of growing your balayage business and

upping your social game? Redken’s newest masterclass, Balayage

That Stops The Scroll, is all about creating the kind of looks that have

clients pressing the button to book in with you. Discover how to create

Jamie’s signature lived-in colour work with live demonstrations on

her magic colour melting using a gel-based liquid colour, like Redken

Shades EQ and Color Gels Lacquers. You also hear how to elevate your

brunette balayage work with the new Color Gels Lacquers and Shades

EQ Ash Browns.

Jamie will spill all her secrets to social media success, with a realtime

Q&A session alongside global vice-president of education Sheri

Doss, to give you top tips on content, how to win more followers and

translate that into future clients.



Intrigued? So are we. Meet Jamie…

Outliers: How did you get into hairdressing?

Jamie Sea: I knew I wanted to be a hairstylist when

I was 13. I remember the first time I got my hair done

professionally and I was in awe. I couldn’t believe how they

transformed my look and how it made me feel. From that

moment on, I knew it was what I wanted to do.

O: Tell us a little bit about your upcoming

digital class…

JS: I’m so excited to be a part of the social and balayage class

with Redken! I’m going to be sharing some of my tips and

tricks for perfect application and formulations behind the

chair. There are so many new launches from Redken – the Ash

Browns series, Shades EQ level 10s, Flash Lift Bonder Inside

– so I’m lucky to have the best tools to work with as well. I

can’t wait to connect with audiences from around the world!

O: What do people struggle with or underestimate

when trying to grow their social media presence?

JS: The main struggle I see is their mindset around

authentically showing up as themselves. They also feel

confused around growing their presence – who is my

audience, how am I engaging with them, what do I post, what

do I say to them?

O: Top three tips on capturing images for

great engagement?

JS: Get to know your audience – what are their recurring

questions? What are common struggles you see? Be

a resource to answer those and guide your content

accordingly. If they are struggling with formulations, post

breakdowns, videos of you mixing a gloss, and a ‘before and

after’ to show the results. If it’s application or sectioning, post

an action shot of a go-to placement of yours. Education and

inspiration draws your audience in and makes them engage!

Join the Balayage That Stops the Scroll masterclass with @prettylittleombre on Sunday

18 October 5pm or Monday 19 October 7pm. Book your tickets now on L’Oréal Partner Shop

or L’Oréal Access at uk.lorealaccess.com by searching ‘balayage that stops the scroll’




the wait

Fans of professional colour were desperate to get back into salons after lockdown. In a survey of

UK women, 73 per cent of those who usually have salon colour were bothered they couldn’t get

their hair done, but only 18 per cent said they would attempt it themselves.* It was clear clients

would wait for your expertise – and these colourists share how they garner fervent followings

ELF Hair Studio, Ashford


For fresh starts

“I got my own space a couple of weeks before

lockdown – it was so scary,” says ELF Hair

Studio’s Emma Flagg. “But now I’m back and

fully booked for the rest of the year; I saw the

downtime as a really good opportunity to

embrace this new adventure.

“97 per cent of my clients waited for me –

I felt like a proud mum! The shine you get from

the Color Gels Lacquers and Shades EQ is

second to none. What I love about them is that

everything looks very natural; it’s an effortless

grow-out. It’s really changed my work, I love it.

For a lot of my blonde work I use 09AA and 08C

which is copper – people are really shocked, but

I use a lot of warmth to make them creamy.”

“Color Gels Lacquers and Shades

EQ have really changed my work”

Deesh Dhindsa Hair, Derby


For the long game

“Everything that we’re trying to do is natural,

not too artificial or against a client’s natural

colouring, so it’s got more longevity,” reveals

Deesh Dhindsa. “Even if they had greys starting

to come through, it’s designed in a way that it

still blends nicely with their colour.

“It’s all in the application. Redken Color

Gels Lacquers and Shades EQ are just so

good to apply; the gel consistency makes

them easily spreadable and it penetrates a lot

better, so you’re achieving a more even colour

throughout. A lot of permanent colours are

quite matte, but with the Color Gels Laquers

you still get all of that shine to give continuous

gloss all the way through.

“With Shades EQ I really love to intermix

shades and personalise for your client – and

when you’re explaining that to the client it helps

you make them feel so special as well.”


that we’re

trying to do is

natural, not

too artificial”




Scarlett Collier Hair, Frome

For a one-to-one approach

*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



blondes are

as popular

as ever”

The Parlour, Jersey


For a brand new look

“Clients are going in different directions, either

a dramatic transformation or back to enhanced

versions of their natural colour,” says The

Parlour’s Lauren Layzell. “Very few are asking

for ‘the same as last time’, which is refreshing!

“Bright, creamy blondes are as popular as

ever – which is great because we were all so

excited by the launch of the Shades EQ Level

10s earlier this year! They are an absolute dream

for creating the perfect blonde, so versatile.

With Shades EQ we can create intense vibrant

looks to the most natural lived-in colour and

everything in between.

“We had more than 800 clients on the

waiting list for when we reopened. We often

remind clients that an unfortunate home colour

incident could set them back a year or more

from achieving their colour goal. Our clients

respect and understand this, they have invested

a lot of time and money into their hair and were

happy to wait.”

“Clients book in knowing that they get

me for the whole session, which they love

because they really get that focus and

dedication,” explains Scarlett Collier. “It’s

also appealing to a low-maintenance person

who only comes in say once or twice a year,

but comes in for hours, and their colour then

grows out beautifully. It’s a luxury to have

that time dedicated to yourself, and I get to

be a lot more creative.

“A lot of people want really bright,

contrasting colours at the moment –

especially brunettes. Clients are embracing

the warmth a little bit more too, not so ashy.

We’re playing and experimenting.

“I’ve tried so many colour brands over

the years and to find colour with Redken

that doesn’t fade out warm has been so

good. As an artist, to use products that you

know aren’t going to disturb the undertones

is amazing. Shades EQ tones are just so

flattering and true. I really like the warmer

tones, but especially the new 010Gi.”

“As an artist, to use products that

you know aren’t going to disturb

the undertones is amazing”



Davina’s Hair Salon, Glasgow


For inimitable shine

“You simply can’t achieve the salon look at

home with a box dye. Almost 90 per cent of

our clients waited to see us, as much as it drove

them crazy,” says Davina Anderson. “That’s

why they come to us in the first place. We’ve

been fully booked since, and it’s been amazing

helping people to feel like a million dollars again.

“A lot of ladies are embracing their natural

highlights and colour – and that’s where Shades

EQ has been so fantastic. Because of the

glossing properties they never feel like they’ve

committed too much to a colour. We’ve seen a

lot of blondes wanting to play with colour, such

as a copper or a pink – it’s really encouraged

them to try something different.

“I’ve used all sorts of colour brands, but

Redken Color Gels Lacquers and Shades EQ

are a match made in heaven. The shine that

they both give is just magic. It’s called the

technique perfector for a reason, they both

work so well together.”


Terri Gilham Hair Spa, Ashford

For going that extra mile

“We made sure we kept in touch with our

guests throughout lockdown – lots of how-to

videos, advice on root sprays, how to do a zigzag

parting, just to make sure that they were

not playing with colour themselves,” reveals

Terri Gilham. “We wanted to help them as

much as possible.

“Color Gels Lacquers makes it so easy for

us to be creative with our work. The liquid

texture makes it effortless to apply, and it’s

not too thick like other permanent colours

I’ve tried. The Gels are just so shiny, not many

permanent colours can offer you that kind of

shine – to the point where people looking at the

hair would never assume they have permanent

colour on their hair. There’s no colour

distortion when you go from Gels to Shades

EQ, so we can create a seamless blend.

“I’m so happy the 010Gi shade is finally

here. I’ve seen so many formulas in the US that

used it, and I’ve become completely obsessed.”

“Color Gels Lacquers makes it so

easy for us to be creative with our

work. The liquid texture makes it

effortless to apply”

“We’ve seen a lot of blondes

wanting to play with colour,

such as a copper or a pink”



Avail Hair and Beauty, Avoca

Rathcoole, Co. Dublin


For the zen factor

“We are all about connecting mind, body and

soul. We are all so busy that I wanted to create a

space where people could relax, confident that

they are in the best possible hands,” says Avail’s

Jill Keogh. “Our location is a beautiful Zen

space, full of natural light to achieve the perfect

colour match.

“Our passion is colour – the right hue can

totally change a person’s looks. I love to see

clients walk out feeling more confident in

themselves, knowing their hair health is not

jeopardised in any way.

“Redken focuses on always keeping the hair

in its best condition. The results we achieve

are nothing short of amazing – the colours do

exactly what they say they will. Shades EQ is

extremely popular, with something to suit every

style. It gives amazing shine, tones and depth

– I think of it as a hair colour that thinks it’s a

nourishing hair treatment.”

MD Beauty Lounge, Glasgow


For ultimate blends

“Having a great relationship with our guests and

really striving to offer a truly personal service

is key to our business,” says James Horn of MD

Beauty Lounge. “It’s less about what the client

has booked, and more about working towards

an evolving desired look. We have secured real,

strong bonds with our long-established guests,

which helped us bounce back quickly.

“We are well-known for our blends and

balayage and, with their extended roots, more

traditional highlight clients have opted to

transition into a blend with that all-important

money piece at the front. Having Redken Shades

EQ and Color Gels Lacquers at our fingertips is

a beautiful synergy, it’s the perfect match every

stylist needs at their disposal. Being able to offer

old highlights a new lease of life by combining

a seamless blend of Color Gels Lacquers with

Shades EQ is not just a timesaver but a lifesaver.”

“Being able to offer old

highlights a new lease of

life is not just a timesaver

but a lifesaver”

“The results we achieve

are nothing short of

amazing – the colours

do exactly what they say

they will”






Deesh Dhindsa Hair


ELF Hair Studio



Babylighted with Flash

Lift Bonder Inside +

20vol. Tipped with Flash

Lift Bonder Inside + 10

vol. Global gloss with

Shades EQ 010P +

09GB + Crystal Clear


Flash Lift Bonder

Inside + 20vol foilage

technique. Root tap

Shades EQ 09NB.

All-over gloss 010N

and 09P + 09G

The Parlour Jersey


Scarlett Collier Hair



Root shadow

Shades EQ 07M.

Slices of 09VRo

alternating with

slices of 09GB +

Crystal Clear


Flash Lift Bonder

Inside + 20vol.

Shades EQ Lowlights

06NB, 06WG +

07N. Root Shadow

05NB. Global Gloss

09P + 09GB + 010N



Redken’s incredible colour products are the reason why so many clients and partner salons

never go back once they’ve tried them. We asked some top colorists about their favourite

post-lockdown looks and the Redken colour products they used to achieve them…

Terri Gilham Hair Spa


Davina’s Hair Salon



Balayage using

Flash Lift Bonder

Inside + 20vol.

Toned with Shades EQ

09B + 09V + 010N

+ 010T


Faux balayage Flash

Lift Bonder Inside +

20vol. Roots Color Gels

Lacquers 5N. Toned with

Shades EQ in 010P +

010N + 010V. Ribbon

sections applied same

gloss, every second section

08C and 08G

Avail Hair and Beauty


MD Beauty Lounge



Full head of highlights

using Flash Lift

Bonder Inside.

Globally toned using

Shades EQ 09V


Color Gels Lacquers root

stretch 4N + 5CB + 10vol

4:1 ratio. Teasylights Flash

Lift Bonder Inside + 20vol.

Toned zones 2/3 Shades EQ

010Gi + 09V + 09N +

Crystal Clear in 3:1 ratio


















Up your blonding game with the new Level 10 toners for the perfect balance of reflect and

lightness to give you on-level, true-to-tone results at level 10. Own the latest toning techniques

with our NEW star shades, Ivory Pearl (010P), Platinum (010T), and Tahitian Sand (010GI). Get

ready for our highest level of customised toning for your brightest blonde clients!

@Redken #ShadesEQ #ShadesEQ10

Want to boost your blonding business? Head to L’Oréal Partner Shop at lorealpartnershop.com

or contact a Redken Business Partner at info.redken@loreal.com




Armed with a ringlight for some

savvy selfies, terrific TikTok

transformations and stunning

Stories, anyone can have an

impact on social media – you

don’t need a 9,000 sq ft salon to

make a big impression. These are

the salons transforming the social

sphere, one like at a time…



CeCe’s Hair, Make-Up

and Beauty, Hamilton


The retail revolutionary

“I WOULD SAY NINE out of 10 clients sit down

and show me a picture of work I’ve posted,” says

Charisse Nailen of CeCe’s. “I get a lot of clients

through social media. They ask me what would suit

them; they like me to take control.

“When lockdown started, my Instagram

following was fewer than 6,000. With time for

improvement during lockdown I decided to focus

on social media. By the time we reopened, our

following had more than doubled. That’s because

I recorded lots of tutorials, talking about why box

dye wasn’t the answer to those roots, or how to look

after curls. I also started Redken Recommendations,

answering 50 to 60 messages a day from consumers

asking what products would give them the hair

they wanted. Since reopening, the retail has flown

through the door!

“When Redken launched Extreme Length, I

recorded a video about biotin, the key ingredient,

and its benefits. As a salon exclusive, I decided to

take pre-orders with a bank transfer and offer a click

and collect service.

“I had a great response and now I’m looking at

setting up Instagram Shopping so clients can click

and buy the product they seen in our posts. I have a

10-week wait for appointments right now, so I must

be doing something right!”

“Nine out of 10 clients sit down and show me a picture of work

I’ve posted. I get a lot of clients through social media”



Blueberry Bangs, Manchester


The engagement expert

“WE’RE ON SOCIAL media all the time – looking

at what others are sharing, posting our own work

and regularly updating Stories,” says Blueberry

Bang’s Hazel Mac. “We usually share big colour

changes and colour corrections; big transformations

get the most interaction. We’ve also started to share

our formulas as more Redken artists are following

us on Instagram, which is great as we can share

tips. It’s taking the Redken community online and

supporting each other’s work.

“Social media has been the main business

builder, and is most important in terms of

advertising, especially Instagram. Clients want to

engage for a longer period of time, and it’s vital to

show what we’re doing now in more depth.

“Constantly upload, engage and share what

you see. When I say constantly, I mean all day.

We’ve spoken to other Redken salons, even in

other countries, and they always try to be on top of

engagement. Speak to clients – ask who they follow

and what they want to see on social media – because

they’re speaking from a consumer point of view.”

“Being a Redken salon has massively

impacted how we use social media now.

It’s helped to start conversations with other

artists, and with potential clients too”

Mary Quinlan Hair, Tipperary


The social strategist

“SINCE OPENING our doors five years ago, we

have strived to offer an exceptional service in the

rural setting of Tipperary,” says Mary Quinlan.

“With the help of social media, showcasing our

unique setting has played a huge part in establishing

our salon. Nowadays you can be based anywhere

and show off your work – our clients travel from all

over Ireland due to the strength of our social media.

“We are a proud Redken salon – it has been

life-changing to work with – it allows us to push

boundaries. As we specialise in blondes and

balayage, Shades EQ has been incredible for toning.

“Plan your pages and draft your pictures and

captions so they are ready to post daily. Try to

think about your brand colours and visual style on

Instagram – how can you make your content feel

aligned with your brand’s overall aesthetic?

“When it comes to capturing the shot, lighting

is the foundation. Focus your camera until you see

the true tone before you take the shot. Some days,

especially in winter, we find it harder to capture a

good picture, so we take videos that show the true

colours. Use a clean background with no clutter.

“Captions are a chance to enhance your content

further. We choose to treat captions as a place for

sharing stories. Take followers behind the scenes

and show them the human side of your business.”

“Try to think about your

brand colours and visual

style on Instagram”



Fusion, Ramsbottom


The consistency queen

“THE SALON HAS been open for more than

20 years, but in the past six months we’ve really

stepped up our use of social media – we now post

every day on Instagram,” says Fusion’s Gill Moreton.

“We share videos, photographs, Stories and talk to

clients via IGTV because followers really engage

with you when you’re actually talking to them and

have something interesting to say.

“More people are seeing our photos now and

will come to the salon after seeing a particular

stylist’s work – they may even book an appointment

with them specifically. That’s been significant, and

it’s acted as word of mouth online. It’s vital to share

the work of the team and to get younger members

noticed because they are the future of our industry.

“I’ve used Redken for 35 years, it’s always

launching new product lines, which is vital for

keeping our business and content current. It’s also

great to engage with the Redken family online.

“Don’t be afraid to try new things, such as

Reels or TikTok, because in order to improve

what you do, you have to try, try and try again. Be

open to suggestions and keep sharing your work.

Consistency is key.”

“It’s vital to share the work of the team

and get younger members noticed”

The Space, Drumcondra


The content curator

“WE PUT COMMERCIAL hair work on our

Instagram because most of our followers are clients

or potential clients looking for inspiration. We

basically built our whole business on Instagram!”

explains Carla McQuillan of The Space. “Sometimes

if the lighting isn’t good, for example in winter, we will

invite a client back the next day for a complimentary

blow-dry so we can get that shot. When people get a

recommendation they will look us up. If people can

see the work, then trust is elevated.

“Sometimes we have an abundance of content

to pick from and sometimes we don’t have so

much, so we have to plan and build up a reservoir of

pictures so we can get a post online every single day.

People like that we have real clients on our feed – if

it’s too contrived or artificial then they won’t trust it

– but we do curate photos to fit with the brand too.

“Redken understands the market and what a

contemporary hair salon needs. We use Shades EQ

on all of our lightning services, scheduling them in

for 45 minutes at our toning bar. They are so natural

and fade out really well. They truly are artists’

products that you can cocktail and mix.”

“We basically built our whole

business on Instagram…

if people can see the work

in a visual medium, then

trust is elevated”



Lady Lux, Edinburgh


The TikTok trailblazer

“WE’VE BEEN TAKING daily insights from

Instagram, such as impressions and reach on a post,

and using that information to decide what would be

a popular post and what is going to help us grow,”

explains Steph Barron of Lady Lux. “We’re trying

to develop a social media strategy and have found

that a lot of quick TikTok transformations get really

good engagement. It’s important to show those

amazing ‘before’ and ‘after’ comparisons in a clever,

engaging way.

“It’s also important to remain consistent and

authentic when sharing work on social, and to

always be creative with what you share. We are

enthusiastic about Redken colour on social media

because we love it. We would always use the hashtag

#ShadesEQ because we basically gloss every client’s

hair. Recently we’ve been posting a lot of toning

pictures when clients are at the backwash. It isn’t

necessarily an insight into the end result, but it’s a

more creative way to show what we do.

“This year it has been a goal to make social

media our main outlet for advertising, and use

analytics to inform what content we produce.

We want to be ahead of the game, using quick

transitions on TikTok to bring in extra customers.”

“Remain consistent and authentic when

sharing work on social, and always be

creative with what you share”



Limoz Logli, London


The Instagram innovator

“MOVING TO REDKEN was one of the biggest

and best decisions we made in terms of the quality

of our work. It also means that it’s really pushed the

effort we put into the social media,” reveals Limoz

Logli. “We use different techniques now such as

root drags, and products like Shades EQ are just

such a game changer for our work. Our decision

to move to Redken has gone hand-in-hand with

boosting our social media profile on Instagram.

“There’s a massive shift in how clients find the

salon online. Our Google search rate was so much

lower as all engagement was through Instagram,

which is why we decided to appoint a team member

to focus purely on social media. Initially, we also

paid a photographer to take photos and use a

designated space with great lighting, which was an

amazing investment. Since using Instagram more

regularly, we’ve increased our clientele by as much

as 70 per cent, with the majority having discovered

the salon on the site.

“Put an extra bit of time into making sure you’re

doing a before and after photo. It’s so important to

keep the content as regular as possible; we’ve learnt

taking a few days off can really see interaction drop.”

“By using Instagram

more, we increased our

clientele by as much as

70 per cent”

Want to start climbing that social media ladder?

Then Redken has the ideal course for you!

Visit lorealaccess.com/uk and search social specialist







Connection Club

Pssst – have you heard the news? Redken has a brand new initiative

to keep its partners ahead of the game, with opportunities to upskill

on social and drive your pro edge that has clients clamouring to book

in. Welcome to The Social Connection Club – a place for growth,

collaboration and first-looks at Redken’s exciting launches. Want in?

REDKEN IS ON A MISSION to grow and promote

the awareness of its pro community – to shout

from the rooftops about just how talented and

passionate hairdressers are, about the incredible

results that professional colour like Shades EQ can

achieve, and how you can use social to stand out

from the colour crowd.

In an effort to support the wider salon industry

and connect with Redken’s buzzing influencers

and micro-influencers – the future stars who are

attracting all the right attention – the brand has

created The Social Connection Club. This initiative

is the latest effort from Redken to upskill and support

the Tribe and propel colourists to new heights,

earning them new fans and clients along the way.

What’s the password?

You can’t apply for access to The Social Connection

Club – they’ll find you. The Redken team will slide

into your DMs to invite you to take part, so be sure

to tag @redken in all of your best work and share

your shades on social. Once you’re in, The Social

Connection Club puts you on the mailing list for

new product launches and news – they were the

first in the UK and Ireland to try Shades EQ 010T,

010Gi and 010P – as well as invite you to take part

in specialised training to help you shine online. The

Social Connection Club also features incredible

opportunities such as masterclasses delivered by the

team at Facebook and @prettylittleombre on how

best to improve your Instagram skills.

It’s the perfect platform to take you from a

diamond in the rough to a dazzling social star

among the Tribe.

We’re talking about exclusive education

masterclasses to get that edge on the competition,

to conquering trending techniques which will see

you climbing the social ranks and growing your

business. It’s the chance to see your work featuring

on the @redken global social channels, and the

ability to show everyone just what you can do.

It’s time to connect!




The Social Connection Club is exactly the kind of engaged, Tribe-focused initiative that has helped Redken

stylists and colourists feel supported across the social media landscape. Don’t just take our word for it – here are

some of the talented insiders who are already reaping the rewards of The Social Connection Club…

Marianne Woodcock

Chapter One, Edinburgh


“I was so excited when Redken

reached out about The Social

Connection Club. With Redken

you know it’s always going to be

fun, exciting and you always leave

with something new to bring back

to your team and clients. Our

engagement with followers is so

important. To keep growing our

social media following our team

works hard to capture images,

and we are always keeping up

with trends through Redken.”

Claire Martin

Gro, London


“I was honoured when Redken

contacted me about The Social

Connection Club. It felt like my

hard work had been acknowledged.

So far we’ve been able to try the

new Shades EQ 10s and had

awesome training with a Facebook

representative, who showed us

great tips for how to utilise all of

Instagram’s features. I plan to

use my social media platform to

divert traffic to my website, where

I will sell ‘how-to’ videos.”

Lewis Parry

Voodou, Liverpool


“I was so happy that Redken

asked me to be part of The Social

Connection Club! Instagram

and social media is continually

evolving so it’s great to be kept

up-to-date with new ways to

market ourselves. My main focus

is to elevate the level of content I

produce, improving the aesthetic

of my profile while increasing

my presence on social media,

attracting a clientele that reflects

my content.”

Use these hashtags to get all eyes on you and maybe you can join The Social Connection Club…

#redkenuk/redkenuki ● #glosslikeaboss ● #redkenready ● #shadeseq

Make sure you’re always #redkenready – keep an eye on the Redken Instagram and Facebook pages

and follow your Redken Business Partner on Instagram for the latest on launches, education and offers




Going live

Redken has been sharing the techniques of artists from the Tribe on Instagram Live, with top UK

stylists and colourists making weekly appearances on the @Redken global Instagram to inspire

its one million followers. Meet the local talent making education more accessible than ever,

keeping the Redken family engaged and together in the Tribe spirit!

Gary Kehoe

House Hair and Beauty,

Wexford, Ireland





A LUXURIOUS, MODERN finish is just one part

of what Gary Kehoe has already become known for.

He’s an influencer, go-to social guru and balayage

boss and has only been educating for four years.

He quickly built a clientele around this luxe, long

look, and has been educating ever since. He loves

seeing confidence develop when he’s educating,

“seeing someone unsure of something and seeing

them transform and become so confident. There’s

nothing nicer – I keep things quite simple in both

how I teach and the looks I create, and just add

those tweaks to modernise it”.

Gary recommends adjusting your language

and going back to basics to make sure everyone

stays on the same wavelength and can progress

together. “You get those courses where people

make techniques sound complicated, but I like to

keep it simple and then people can tweak the looks

themselves to suit their style,” he says.

Since joining a Redken salon, Gary has been

blown away by the Tribe vibe, in particular the

opportunities and the willingness of members to

share formulas and encourage one another. “It’s

amazing how social and family-like Redken is,” he

muses. “I’ve learnt so much from artists all around

the world, all sharing their techniques.”

Gary’s brunette air touch balayage is all about

helping you get the pro-edge and how to create

bespoke blends that will make your results stand

out from the colour crowd. His Instagram Live

education will feature the new Ash Brown

collection from Shades EQ and Color Gels

Lacquers, mixing lowlights with trending air

touch balayage technique.

“A lot of lowlights wash out warmer,” he says

of the look, “so by playing with the Ash Browns

you can create some great contrast and dimension

for a really luxurious hue.”

Watch Gary create luxurious brunettes

on Instagram Live at 4pm on 19 October


“A lot of people are

afraid of warmth but

when it’s used in the

right way it’s just so

expensive looking”



Vicki Hoskin

The Grove Studio,





FROM A SMALL STUDIO in Cornwall comes a big

believer in the power of balayage and colour. Vicki

Hoskin is adored for her lived-in looks (that Cornish

location must help with inspiration), and this year

started her own education to share the surfer love,

hosting two classes for Redken ahead of lockdown.

Her expertise was inspirational over on

Redken’s Instagram Live, where Vicki’s quick and

easy-to-follow ribboning reverse balayage techniques

using the new Ash Browns are perfect to get that

lived-in brunette just right. “There is definitely an

art to getting what Mother Nature didn’t do,” she

jokes. “I get loads of questions, which I love, and

people pop on and really get involved. It’s great to

be able to keep the Tribe inspired and learning.”

Her approach to education is very much

based around a salon day; it’s about quick ideas

and techniques that you can apply in a regular

hairdressing setting. “We go through colour

gradients, balayage and foilage, points of brightness,

face-framing, formulas and toning,” she explains.

“Lots of people struggle with toning. I talk about

brightening up the ends with a reverse balayage.”

And she loves being part of Redken. “It’s been

amazing joining up with the brand this year. There is

such a good platform with Access, and Redken is so

current. It makes teaching so easy. And with Shades

EQ there’s no lift, it will only colour what you want

it to colour. Colourists don’t have that panic!”

Vicki showcased her multi-dimensional

reverse ribbon balayage featuring the new

Ash Brown family in September, head to

@redken to watch it now on IGTV

“People really get involved.

It’s great to be able to keep the

Tribe inspired and learning”



Claire Martin

Gro London, London





WHEN ASKED TO step up to the plate for

Redken’s Instagram Live education sessions, there

was no doubt in Claire Martin’s mind as to what

she’d be covering. “Colouring textured hair has been

under-represented in education,” she says. “I just

wasn’t seeing anything, but about 40 per cent of my

clientele have textured or curly hair.”

Claire is a big believer that keeping things

simple is the best way to go when it comes to

education, and advises any colourist thinking of

sharing their knowledge to “remember that not

everyone understands the hairdressing jargon.

So try and speak in the simplest forms possible”,

she says. “That way everyone, no matter what level

they’re at, is able to grasp and get an understanding

of what you’re saying.”

While she has missed the buzz and the energy

of live audience education as of late, her years of

experience shone through as she engaged with her

multi-national audience. During her Instagram

Live she showcased her dimensional lightening

techniques to the world and advised how to avoid

damage to curls on her mannequin head ‘Amber’.

The engagement and inclusion of the Redken

Tribe is what keeps Claire on top of her game and

investing in her skills continually. “Everyone’s

really open with their formulas,” she adds. “That’s

empowering for me because then I can have more

trust in certain toners and formulations, that it’s

going to work. It creates more of an inclusive feel.”

Claire showcased her skills in September,

head to @redken to see it now on IGTV

“Everyone’s really open with their formulas. It’s empowering”

Nicola Welsh

Nicola Welsh Hair, Bolton



NICOLA WELSH HAS trained plenty of

hairdressers in the 20 years since she first opened

her own salon. But about six years ago she started

diving deep into education, attending every

workshop she could get a ticket for. “I followed

lots of well-known people in the hair industry, and

when they visited the UK I would go and see them

showcasing their skills.”

Watching the pros talk, she could imagine

herself sharing what she knew too, especially her

passion for balayage. And that’s precisely what

she’ll be doing with Redken in October, hitting

Instagram Live to showcase her lightening and faceframing

technique. She’ll be glossing with Shades

EQ, covering greys with Color Gels Lacquers and

creating beautiful blondes with Flash Lift Bonder

Inside and Blonde Glam.

“The lifting technique is really important at

the moment and very on-trend. It’s a more lowmaintenance

look, which is ideal for clients who

may not be able to visit the salon as often,” she

explains. “I approach Instagram Live as I would

education in person. I’m honest and will give as

much as I possibly can – it’s about being real,” she

says. “It’s about sharing what I’ve learnt along the

way – what has and hasn’t worked.”

And she’s thrilled to be sharing with her Redken

peers. “I’ve gone to every workshop Redken offers

and there’s just so much available for every size of

salon. There are so many ways to get involved,”

she adds. “It’s exciting to be a part of the brand and

everyone is welcome in the Tribe.”

Lighten up with Nicola on Instagram Live

at 4pm on 12 October @redken

“I’m honest and will give

as much as I possibly can

– it’s about being real”



Charlotte Rowley

Fusion Hair & Beauty,



“The support from the

Tribe is amazing – we all

help each other and share”


CHECK OUT CHARLOTTE’S feed and you’ll see

a mouth-watering feast of bridal styles, balayage

and teasy lights. She’s the blonde boss you need

to follow to learn about next-level blondes. “Most

people now want to transition their clients over

from highlights or all-over colours to more balayage

and lived-in colours, and that’s where some

struggle,” she admits. “It’s about learning to not

overpaint, where to place colour and work angles.”

Hitting up Redken’s Instagram Live, Charlotte

shared insider tips on using Shades EQ and a

diamond technique to add dimension at the root

while toning through the lengths and styling

something simple with a boho bride edge. Some

of her favourite fomulas for glossing and toning

are 010VV, 010P and 010Gi for very light blondes;

09NB, 09AA and 08N for something a little softer

and warmer; and she uses a lot of Ms and Ns and

NWs for darker glossing and root melts. She took

on Redken in her salon two years ago, having seen

the buzz on social (“I was desperate to get it in

here!” she laughs) and she’s noticed how much of an

impact that has had on her social media. “I put a lot

of detail into my posts, such as formulas, which has

really helped to boost engagement,” she says.

“There were a lot of questions about what

formulas you use, where you place colours, how to

stop getting lines in your work, what products to

use. I get a lot of messages from stylists who want to

switch to Redken. One salon I trained changed only

a week later because they loved it so much!”

Charlotte shared her insider tips in

September, head to @redken to watch it

now on IGTV







George Northwood

Quick-fire questions with the owner of

the eponymous A-list favourite hair haunt,

George Northwood, whose clients include

Alexa Chung, Claudia Winkleman and Daisy

Edgar Jones. He clocked more than 2m views

on YouTube during lockdown with his home

hair tips and tricks, and if you’re one of his

54k Instagram followers, you’ll have been

making heart eyes at his long, lived-in locks


Home is…

Hanging out with my gorgeous pooch, Willow.

What’s one thing people might be surprised to

learn about you?

I can play the piano quite well.

If you could travel anywhere, where would you go?

Costa Rica for a sublime yoga retreat.

What’s your favourite colour, and why?

I don’t have a favourite, but I live in white trainers and T-shirts.

If you hadn’t got into hair, what would you have done?

Initially I had wanted to be an actor.

Favourite colour technique, and why?

Balayage – it’s very creative and artistic and it delivers

something truly bespoke.

Best piece of advice you’ve ever received?

Work hard and success will follow.

Your favourite hair look of all time?

Effortless, undone styles – think Alexa Chung’s bob in all its

iterations or the Duchess of Sussex’s evening wedding look.

Favourite styling product to use in the salon?

Redken Pillow Proof! It’s a great hair primer and heat protector.

Summer or winter?


What is your biggest source of inspiration?

I like to look across all the fashion, beauty, film, music and art

channels for inspiration. Anywhere that creativity is at work.

What’s on your music playlist right now?

Everything from JS Bach to Billie Eilish.

Who would play you in the movie of your life?

Adam Driver.

If you had one superpower, what would it be?

Being able to travel anywhere in the blink of an eye – no airports!

What motivates you to work hard?

The quest to create something new in my profession.

What is your favourite thing about your career?

It’s the perfect combination of people and creativity.

Each day is unique.





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