Estetica Magazine UK (2/2022)
Estetica Magazine is the world's leading hairdressing magazine. Founded in Italy in 1946 and published today in over 60 countries around the world, it is a global reference point for professionals working in the hair and beauty industry. Techniques, fashion, education and trends are at the core of every issue of Estetica Magazine. Further information about both the printed and digital versions of the magazine is available at magazines.esteticanetwork.com
Estetica Magazine is the world's leading hairdressing magazine. Founded in Italy in 1946 and published today in over 60 countries around the world, it is a global reference point for professionals working in the hair and beauty industry. Techniques, fashion, education and trends are at the core of every issue of Estetica Magazine. Further information about both the printed and digital versions of the magazine is available at magazines.esteticanetwork.com
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Interview with<br />
Debbie Digby<br />
Debbie is CEO of independent education and distribution<br />
company, passion4hair. The company is the <strong>UK</strong> distributor<br />
of Italian professional product brand, Sens.ùs, renowned<br />
for making high performance products using the latest<br />
technology and natural formulations.<br />
84 interview<br />
Please give us an overview of passion4hair.com and what you do in the <strong>UK</strong> hair industry.<br />
Passion4hair are an award winning (<strong>UK</strong> Enterprise Award <strong>2022</strong>), independent education and<br />
distribution company who believe our industry begins and ends with the hairdresser. Why is this<br />
important? There is only so much one can achieve alone, so a network of likeminded people is a<br />
valuable asset for salon owners and their team. Our goal is to be the best business relationship with<br />
the salons we partner with, we demonstrate this through our education. From product knowledge<br />
through to business management delivered from our academy in Milton Keynes, in salons and<br />
online, we strive to make the knowledge and skill necessary to be successful easily accessible to all.<br />
Tell us about the passion4hair.com salon exclusive distribution philosophy in the <strong>UK</strong> and how it’s<br />
specifically beneficial to Sens.ùs as a brand? What makes it so effective?<br />
P4h work closely within the industry to bring solutions that benefit our customers, their customers<br />
and consequently us. We only work with independent manufacturers like Sens.ùs and have a<br />
professional exclusive distribution policy. We believe this is important, it means everyone in the<br />
supply chain is accessible and invested in mutual success. We understand that exclusivity within the<br />
professional industry is important for the success of salons, but we acknowledge that consumers want<br />
to buy online. Our award winning #SALONLOVE online shop was conceived to protect the<br />
exclusivity of our brands whilst simultaneously supporting salons with commission payments and<br />
giving their clients the convenience of buying online.<br />
Which are the key selling points which make Sens.ùs products so attractive to quality and high-end <strong>UK</strong><br />
salons?<br />
Sens.ùs make high performance products using the latest technology and natural formulations in<br />
keeping with the demands of todays sophisticated market. For example, MC2 is a permanent<br />
oxidative colour without PPD, Ammonia, Parabens, Silicones and Resorcinol. It colours and<br />
restructures hair in a single action using its proprietary ARC (Active Revitalising Complex). Home<br />
care to maintain salon results between visits is an important aspect of achieving beautiful hair every<br />
day. Sens.ùs Illumyna prescribes Tailor Made Rituals by answering a simple set of questions on the<br />
Sens.ùs App and recommends the individual home care, making product selection easy and effective.<br />
How does Sens.ùs respond to the needs of its <strong>UK</strong> salon clients in terms of the creative support it can give?<br />
Digital assets for online promotion and in-salon marketing materials are readily available for salons<br />
and can be custom made by Passion4hair’s marketing support team. Sens.ùs release two inspirational<br />
collections a year, the current IRIS S/S collection is an example of the beautiful images and assets
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