Creative HEAD February 2020

More documents

Recommendations

Info

#CHeditInsidestoryBE IRONBRIDGE TELFORDIt’s taken a little longer to get the doors open at BE Ironbridge, the fi rstsalon from award-winning stylist Brooke Evans. But that’s the risk whenyou choose a unique location in a world heritage site in Shropshire. Ithas an individual interior, featuring bespoke, hand-crafted furniture andaccessories. The site was once a garage and Brooke’s family all pitchedin to help transform this large, cold space into a warm, inviting locale thatanyone would want to spend time in. The old mechanics pit? That’s now awine cellar with a glass cover (genius!), while a living wall has been installedto add a little green interest as well as cleanse the air. Partnerships havebeen carefully cultivated with local businesses, including a neighbouringcafe so clients can buy homemade cakes while enjoying a blow-dry or aroot touch-up. Brooke is keen for the salon to be a place where peoplecan meet friends for coffee and cake or even an afternoon drink (she’s fullylicensed), aiming to establish BE Ironbridge as a hub of the community.HOT BUYSCOLORADO RAPIDGet tidy on new wheels with theSalon Services Colorado trolley,packed with trays, accessoryholders, compartments and aholder for your dryer.£59 exc. VAT0330 123 1907salon-services.comnow openLA GROOVY AT YE OLDE BELL BARNBY MOORThis spa-set salon offers panoramic viewsover the surrounding countryside and boastsRoberto Cavalli wallpaper designed usingmore than 6,000 crystals.20CREATIVE HEAD
THE BUSINESS EDITWHAT’S IN A NAME?WHETHER IT’S ON a sign above your shopor popping up as a tag on Instagram, yoursalon’s name is often the first time thatpotential customers encounter your brand– so it’s important to get it right. But how doyou pick the perfect salon name?The name of Ego Hair Design was chosento reflect its philosophy. “It’s always beenabout the client – our team members settheir own egos aside to serve our clients andmake them feel amazing,” explains ownerCaroline Sanderson. “It was never an optionto put my name above the door; it’s aboutthe clients and the team, not me.”Most Wanted Best New Salon winner GinaConway has described her decision to nameher salons after herself as a blessing anda curse. “Overnight I lost my anonymity,”she says. “But having your name be yourbrand means that everything you representand believe in becomes a greater extensionof you. Your ethics and quality are seenthrough the eyes of your team and clients.When they hear your name, they associatethat with your reputation, be it good or bad.”When Robert Bruce took over theEdinburgh salon he had been working in forthree years, he made the decision to changethe name. “It could be confusing for newclients,” he explains. “I wanted to put myown stamp on things. We chose ROKU – sixin Japanese – as it’s my lucky number andalso the building number. I was looking forsomething that people wouldn’t forget.”Karine Jackson recently revised herbusiness’s moniker to highlight her ecocredentials. “When I started my business 16years ago I decided that using my name wasthe best choice,” she says. “We have recentlyupdated to Karine Jackson SustainableHair and Beauty. It reflects the work I’vebeen doing to create a plastic-free salon withsustainability at its heart. The name givesclients a clear idea of what we stand for.”GEM JONES,TAYLOR ROSE HAIREXTENSIONS LONDONIt’s so important that a nameencapsulates the essence ofthe brand and resonates withthe clients. I knew I didn’twant to use my own name, butI felt it was important to havesome kind of personal namefor my business. I loved theidea of using the name Tayloras it evokes ‘tailor’, and withthat a bespoke service. I alsolove how universally rosesare associated with beauty.Ultimately, I wanted a namethat was elegant and femininebut still inclusive as a brand.H …DELIVER AN A-LIST EXPERIENCENEED A LITTLE KNOW-HOW TONAVIGATE AND GROW YOURBUSINESS? FREDDIE BANKS,GENERAL MANAGER UK & IRELANDFOR KÉRASTASE AND SHU UEMURAART OF HAIR, IS HERE TO SHARESOME INSIDER KNOWLEDGE…‘EXPERIENCE’ SEEMS TO be the buzz word rightnow, but have you struggled when thinking howyou could improve your salon experience?You’ve probably adapted and improved somuch in the past few years that there issurely no way it can get any better. Is there?I take inspiration from author Geoff Ramm;who simply asks the question: “If your nextcustomer was an A-list Hollywood celebrity,what would you do differently?” Would youtake more time for the consultation? Would youupgrade your coffee? Order more plants andflowers? Check the bathrooms every hour?I guarantee you could come up with fiveideas in less than a minute, and ultimatelydrive more loyalty. Customer experience is also inyour team’s hands, so ask them what they woulddo if their next client was their favourite celebrity?You will end up with a plethora of suggestions onhow to up your game when you didn’t think youcould do any more.All that’s left is to put them into action; andyou can do this starting tomorrow, on that firstappointment with Mrs Harris. She may not bea celebrity but she’s been coming to you for 15years, so she deserves to be treated like one!DO THE A-LIST EXERCISEWITH YOUR TEAM:1 Imagine an A-list celebrity calls you now tobook in for tomorrow2 Write down as many ideas as you can in60 seconds that you would do differently for them3 Make them happen for every clientmoving forwardWANT TO KNOW HOW YOU CAN BOOST YOUR BUSINESS WITH KéRASTASE? CALL 0800 085 4958 OR VISIT KERASTASE.CO.UKCREATIVE HEAD21
Page 1 and 2: In print•online•everywhere!£4.
Page 3: CREATIVE HEAD PARTNERSHIPPLANET FIN
Page 6 and 7: LIFE AND SOULJONATHAN ANDREW, FUDGE
Page 8 and 9: Planet F to the rescueFUDGE PROFESS
Page 10 and 11: Find us on and at Paul Mitchell UK
Page 12 and 13: The L’Oréal Colour Trophy is the
Page 14 and 15: Editor’s letter582042I HAVE A con
Page 16: CREATIVE HEADFebruarySince 2000WHAT
Page 19 and 20: The world’s smartest softwarefor
Page 21 and 22: MAKE THE HAIR RE-BLOOM.A METROPOLIT
Page 23 and 24: #CHeditSTOCKOPTIONSOUR PICK OF THE
Page 25: World leadingethical hair extension
Page 29 and 30: #BusinessEditGET CYBER SAFE IN 2020
Page 31 and 32: #BusinessEditMISSION CONTROLPUTTING
Page 33 and 34: SHELFIE TIMEAt this time of year ha
Page 35 and 36: WHAT’S NEW FOR 2020• Easier tha
Page 37: THEY’RE HAPPYOver 5,000 salons,ba
Page 41 and 42: Pick &mixWhy choose one colour? Emb
Page 43 and 44: rainbowIf you’re not offering you
Page 45: Play it your wayColour is hugely pe
Page 48 and 49: Bold Expressionist2Tone ArtistVarie
Page 50 and 51: Doeswhat itsays onthe tin24FT X 8FT
Page 52 and 53: AroundtheworldTHE GLOBAL CREATIVE A
Page 54 and 55: Harder,better,faster,strongerTHERE
Page 56 and 57: CREATIVE HEAD’S BUSINESS NETWORKI
Page 58 and 59: Sarah VigrassTreatwellMonica Teodor
Page 60 and 61: CREATIVE HEAD’S BUSINESS NETWORKI
Page 62 and 63: MWIT20
Page 64 and 65: 50NO FEARSHOW YOUR CLIENTS THEY DON
Page 66 and 67: REWORK YOUR GREATEST HAIR HITS ENDL
Page 68: Room witha viewIn an industry that
Page 71 and 72: Call now new 2020 brochureNew model
Page 73 and 74: TURN BACK THE CLOCK TO THE 1970S -
Page 75 and 76: CREATIVE HEAD 61HAIR Paul Stafford
Page 77 and 78:
AmightyheartWITH ECcENTRIC, OVERSIZ
Page 79 and 80:
CREATIVE HEAD 65HAIR AND CREATIVE D
Page 81:
Reuse. Reduce. Refill.For a truly u
show all

Creative HEAD February 2020

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?