Outliers A/W20

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”
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