Outliers A/W20

Outliers
THE
Issue 05/2020
The innovators and salons
disrupting the status quo

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CONTENTS
Contents
Outliers
THE
Definition: person(s) differing
from all other members of a particular
group or set
06
18
26
30
38
46
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
Hello
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
CHIEF SUB EDITOR Adam Wood DIGITAL DESIGNER Eva Vestmann DIGITAL ASSISTANT Kelsey Dring
ONLINE AND DIGITAL EDITOR Alison Rowley SPECIAL PROJECTS MANAGER Jenny Brooks
SPECIAL PROJECTS DIRECTOR Joanna Andersen COMMERCIAL DIRECTOR Laura Tucker PUBLISHER Catherine Handcock
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.
05

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
beginnings
New
06

07
Moko

NEW BEGINNINGS
Photography by Nick Freeman Photography and Jerry Wesley
08

NEW BEGINNINGS
@mokosalonspa
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.
09

NEW BEGINNINGS
@mesarthair
Mesart, Glasgow
Super sized, super service
“When we opened back up our
retail increased tenfold – it was
just flying and it still is!”
GLASGOW’S FIRST ‘SUPER SALON’ was only
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
10

NEW BEGINNINGS
11

NEW BEGINNINGS
“It’s really
good if we’re
going to make
it feel like
somebody’s
home, that the
salon doesn›t
have that
standard kind
of reception
box area.”
12

NEW BEGINNINGS
Photography by Harvey Williams-Fairley @ Capture Collect
“When I go into the salon,
I’m so proud of it all”
@percyandreed
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.”
13

NEW BEGINNINGS
@halo-hair-and-beauty-brighton
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.
14

NEW BEGINNINGS
“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”
15

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The future
proofers
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”
18

FUTURE PROOFERS
Gielly Green, Marylebone
@giellygreen
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
19

FUTURE PROOFERS
“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”
20

FUTURE PROOFERS
Shop when it
suits you…
Kai & I, Bishopbriggs
@kaiandisalon
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
Instagrammable.”
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
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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
lorealpartnershop.com/uk
21

FUTURE PROOFERS
Ashley Clarke Signature
Salon, South Queensferry
@ashleyclarkesignaturesalon
Enhanced client experience
“NOTHING TOO SERIOUS, nothing too
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”
22

FUTURE PROOFERS
How to elevate
the client
experience
Ebano, Ballinteer, Co. Dublin
@ebanoballinteer
Driving digital
HAVING INITIALLY OVERHAULED the website
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.”
Mesart
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
23

FUTURE PROOFERS
Photography by Hikaru Funnell @ Capture Collect
Seckingtons, Northampton
& Milton Keynes
@seckingtonsnorthampton
@seckingtonsmk
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”
24

FUTURE PROOFERS
The power
of great hair
NOTHING CAN COMPARE to that
‘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
lorealpartnershop.com/uk
or contact your Redken
Business Partner
25

“Ego is
in the
name,
but you
won’t
find
it in the
team”
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,
co-founder
@jonnylockonego
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
@antonylockonego
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
@thecolourconcierge
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

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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.
28

ADVERTORIAL
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’
REDKEN.CO.UK REDKEN REDKENUK
29

Worth
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
@elfhairstudio
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
@deeshdhindsahair
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.”
“Everything
that we’re
trying to do is
natural, not
too artificial”
30

COLOUR
@scarlettcollierhair
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
“Bright,
creamy
blondes are
as popular
as ever”
The Parlour, Jersey
@theparlour_jsy
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”
31

COLOUR
Davina’s Hair Salon, Glasgow
@davinas_hair_salon
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.”
@terrigilhamhairspa
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”
32

COLOUR
Avail Hair and Beauty, Avoca
Rathcoole, Co. Dublin
@availhairandbeauty
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
@md_beautylounge
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”
33

COLOUR
Transforming
the
nation
Deesh Dhindsa Hair
@deeshdhindsahair
ELF Hair Studio
@elfhairstudio
FORMULA
Babylighted with Flash
Lift Bonder Inside +
20vol. Tipped with Flash
Lift Bonder Inside + 10
vol. Global gloss with
Shades EQ 010P +
09GB + Crystal Clear
FORMULA
Flash Lift Bonder
Inside + 20vol foilage
technique. Root tap
Shades EQ 09NB.
All-over gloss 010N
and 09P + 09G
The Parlour Jersey
@theparlour_jsy
Scarlett Collier Hair
@scarlettcollierhair
FORMULA
Root shadow
Shades EQ 07M.
Slices of 09VRo
alternating with
slices of 09GB +
Crystal Clear
FORMULA
Flash Lift Bonder
Inside + 20vol.
Shades EQ Lowlights
06NB, 06WG +
07N. Root Shadow
05NB. Global Gloss
09P + 09GB + 010N
34

COLOUR
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
@terrigilhamhairspa
Davina’s Hair Salon
@davinas_hair_salon
FORMULA
Balayage using
Flash Lift Bonder
Inside + 20vol.
Toned with Shades EQ
09B + 09V + 010N
+ 010T
FORMULA
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
@availhairandbeauty
MD Beauty Lounge
@md_beautylounge
FORMULA
Full head of highlights
using Flash Lift
Bonder Inside.
Globally toned using
Shades EQ 09V
FORMULA
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
35

SEQ
ESEQ #SHADESEQ
#SHADESEQ
HADESEQ
SHADESEQ
#SHADESEQ
#SHADESEQ
#SHADESEQ
#SHADESEQ
#SHADESEQ
#FRIZZDISMISS
#SHADESEQ

@therealashsmith
OWN THE TONE
FOR BRIGHT & BRILLIANT BLONDES
INTRODUCING 3 NEW SHADES EQ LEVEL 10 SHADES
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

The
social
climbers
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…
38

SOCIAL CLIMBERS
CeCe’s Hair, Make-Up
and Beauty, Hamilton
@cece_hair_makeup_beauty
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”
39

SOCIAL CLIMBERS
Blueberry Bangs, Manchester
@blueberrybangs
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
@maryquinlanhair
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”
40

SOCIAL CLIMBERS
Fusion, Ramsbottom
@fusionhair62
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
@thespacehairsoulbeauty
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”
41

SOCIAL CLIMBERS
Lady Lux, Edinburgh
@ladyluxhairx
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”
42

SOCIAL CLIMBERS
Limoz Logli, London
@limozlogli
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
43

ADVERTORIAL
YOU ARE
INVITED…
The
Social
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!
44

ADVERTORIAL
SOCIAL STARDOM AWAITS…
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
@mwhairedinburgh
“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
@clhair__
“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
@lewiscolour
“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
REDKEN.CO.UK REDKEN REDKENUK
45

EDUCATION
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
@hairbygaryk
WHAT YOU WILL LEARN LUXE BRUNETTE AIR
TOUCH BALAYAGE WITH NEW SHADES EQ &
COLOR GELS LACQUERS ASH BROWNS
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
@redken
“A lot of people are
afraid of warmth but
when it’s used in the
right way it’s just so
expensive looking”
46

EDUCATION
Vicki Hoskin
The Grove Studio,
Wadebridge
@vikiscissorhands
WHAT YOU WILL LEARN REVERSE ASH
BRUNETTE BALAYAGE
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”
47

EDUCATION
Claire Martin
Gro London, London
@clhair__
WHAT YOU WILL LEARN GLOBAL AND
CURL ENHANCING PLACEMENTS FOR
DIMENSIONAL LIGHTENING
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
@nicolawelshhair
WHAT YOU WILL LEARN MONEY PIECE MAGIC
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”
48

EDUCATION
Charlotte Rowley
Fusion Hair & Beauty,
Exmouth
@HairbyCharr_
“The support from the
Tribe is amazing – we all
help each other and share”
WHAT YOU WILL LEARN LIVED-IN BOHO BLONDE
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
IF YOU’VE MISSED ANY EVENT DON’T WORRY!
HEAD OVER TO @REDKEN WHERE YOU CAN
FIND THEM ALL ON IGTV
49

ON THE SPOT
ON THE SPOT WITH
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
@georgenorthwood
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?
Summer.
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.
50

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THE CLUB IS OPEN. YOU ARE INVITED. BE A PART OF IT.
BE DIFFERENT.
BE REDKEN.
REDKEN.CO.UK
@REDKEN @REDKENUK @REDKENUKI