SALON
2 0 1 7
BUSINESS TRENDS
11
INDUSTRY
EXPERTS
share what
you need
to know
LOOKING
FORWARD
Commission hairdressing
Max your productivity
Print (it’s not dead!)
Waste management
Nanotechnology
Snapchat /Insta
Virtual Reality
Table of contents
Introduction
3
ONLINE
1. Utilising Snapchat
Alice Kirby, Lockhart Meyer
5
2. Make friends with social media
Nina Mua, Nina Mua Makeup and School
7
3. Instagram and the commission hairdresser
Theo Dimitri, Hairdresser & Creative Freelance Consultant for La Biosthetique Paris
9
OFFLINE
4. Print lives on
12
Becca Gilmartin, L A U D Magazine
5. Take responsibility for salon waste
14
Paul Frasca, Refoil and Sustainable Salons
6. Get your mind in the game
Ashleigh Scott, The Facialist
16
7. Who is your technology serving?
Paula Hibbard, Fabulous Hair Up
18
TECHNOLOGY
8. Virtual reality and salon education
21
Larissa Macleman, Salon Owners Collective
9. Staying up to date with nanotechnologies
23
Tyler Colton, Celebrity Hairstylist
10. Making use of your smartphone
Sam Burns, Beauty industry icon and business development coach
25
11. Try out personal productivity apps
Antony Whitaker, Salon and business development expert
27
From the editor
29
2
Introduction
To run a beauty spa or hair salon you need more
than a good pair of scissors, an eye for detail and
the gift of gab.
Technologies, tools and trends are what make or
break your business – knowing what’s new can
mean the difference between staying in the game
and staying ahead of it.
The core of the hair and beauty industries is the
same as it was 100 years ago: all you really need
is the right skills, the right tools, and the right
attitude. But what it takes to be a business owner,
or a star in your field, has changed dramatically.
Timely reached out to hair and beauty pros from
around the globe to find out what they see coming
to shake up salons in 2017.
Here’s what the professionals have to say.
3
Online
Social media websites and apps are constantly
debuting, advancing and developing.
And as they do, they change the way salon
owners do business.
1. Utilising Snapchat
2. Make friends with social media
3. Instagram & the commission hairdresser
4
1. Utilising Snapchat
Alice Kirby is the Managing Director at Lockhart Meyer, a specialist hair and
beauty marketing agency working with salons and spas. An avid researcher
and reader, Alice has a plethora of marketing and management tips to share
with business owners.
FACEBOOK: lockhartmeyer
TWITTER: @growyoursalon
WEB: lockhart-meyer.co.uk
S
napchat use is on the increase for business marketing, fueled by
a growing disillusionment with Instagram after it was acquired by
Facebook. I see this trend continuing strongly into next year as more
businesses adopt this channel.
Snapchat’s ‘almost live’ style is perfect for marketing — and perfect for
last-minute booking deals. Unlike Facebook and Instagram, Snapchat gives
salons the ability to reach followers directly throughout a 24-hour period.
Last-minute marketing messages can be pushed out quickly and effectively.
5
By contrast, Facebook’s business model restricts your reach to around
5% of your followers, forcing you to pay to make sure your Facebook post
reaches your followers.
Snapchat stats
70% of users are
18-34 years old.
7 out of 10
users are women.
More than 25% of smartphone
owners have downloaded the app.
With Instagram now owned by Facebook, businesses are starting to find
the similar restrictions in reach.
Currently Snapchat is used by younger audiences (around 70% in the 1834 year old bracket). Seventy percent of its users are female and more than
25% of smartphone owners have downloaded the app.
For now, Snapchat offers a real commercial advantage to salon business
owners and I see its growth as a business marketing tool being a huge
trend for 2017.
6
2. Make friends with
social media
Nina Mua began her makeup career at The Beauty Academy of Moscow
while pursuing a degree in Makeup Artistry and Hair Design. She further
specialized in beauty at French Academy Jacques Dessange, and trained
with cosmetic powerhouse Dior in 2012.
Nina founded the Nina Mua Makeup School to offer a consultancy-based
approach to the makeup industry.
FACEBOOK: MakeupHairClasses
INSTAGRAM: @ninamua
WEB: ninamua.com
A
t the Nina Mua school, we fully appreciate the power of social
media (notably visual platforms like Instagram, Facebook and
YouTube) to connect with our students.
The way my school uses social media to engage with our students is no
different to how business owners should be keeping in touch with current
clients, or seeking new ones.
Since makeup artistry is a highly visual industry, it’s only natural that
visually-oriented platforms appeal to our field, and to those interested in it.
Social media continues to replace old methods of traditional advertising.
It’s become a must-have for anyone trying to make it professionally.
7
And though this is the case for almost any industry, this is especially true
for visual fields such as makeup artistry.
Collaborating on social media
Social media is a great way to collaborate with other businesses, effectively
pooling each other’s clients and followers.
For our most recent graduation photoshoot, our students got to work on
professional models at INGLOT Cosmetics’ Chelsea Market studio, who
wore garments from international fashion designer Annie Couture. In one
event, our students gained exposure to the followers of three different
businesses: INGLOT Cosmetics, Annie Couture, and the school itself.
kind of easy connection and
“This
instant marketing benefit wouldn’t have
been possible before social media.
”
Co-marketing methods are easily executed in small businesses too. See
if you can find another business that compliments yours. For example, if
you’re a makeup artist, you could work alongside a massage therapist and
run an online competition. Hairstylists can collaborate with photographers
and florists to pass on clients during wedding season.
Don’t be afraid to reach out. Social media is making the distance between
us smaller and smaller – so take advantage of it!
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3. Instagram & the
commission hairdresser
Theo Dimitri is an Australian-born hairdresser currently based in Germany.
He travels the world working at a range of high profile international fashion
weeks and events. As a Creative Freelance Consultant for La Biosthetique
Paris, Theo is constantly surrounded with new products, tools and
approaches that he acquires through his travel.
FACEBOOK: TheoDimitriHair
INSTAGRAM: @theo_dimitri_hair
WEB: theodimitrihair.com.au
A
s a commission-based hairdresser, being able to market myself
is everything, since I’m fulfilling so many roles: a hairdresser,
marketer, business analyst and accountant.
Instagram functions as a pocket portfolio, viewable by anyone who
stumbles onto your page. Hashtags allow you to specify your location,
further increasing the chances that people near your who are interested in
hair will find you.
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As a business owner, I want everything to be easy for my clients and guests.
The Call-to-Action feature lets people email, message or book with me
straight from my Instagram page from anywhere, at any time.
Instagram makes discovery and contact easy. It’s a soft approach to
marketing. In most cases, people choose to be on your page because
your imagery appeals to them, which means they’re already sold on you!
don’t have to know everything about
“You
technology. But if you keep an open mind,
you’ll stay ahead of the game.
”
10
Offline
Business owners are often preoccupied with
staying up-to-date with the latest and greatest
technologies (as you should be). But not all the
great innovations are happening online.
4. Print lives on
5. Take responsibility for salon waste
6. Get your mind in the game
7. Who is your technology serving?
11
4. Print lives on
Becca Gilmartin is a Makeup and Body Artist working between Australia and
the USA. She is the Beauty Editor of LAUD Magazine and has been featured
in a range of publications. She also has been commissioned to work on
television shows such as Australia’s Dancing with the Stars and X-Factor.
Becca is a regular guest speaker on international stages and is a qualified
educator, speaking at Australia’s leading makeup schools.
FACEBOOK: laudmagazine
INSTAGRAM: @ beccagilmartin
WEB: beccagilmartin.com
A
s much as people have been pronouncing the death of print for
years, I believe its value has increased as it becomes rarer. Online
media has grown so rapidly that it can feel overwhelming, and
impossible to know whether or not a certain channel, publication or website
is worth your time.
Print, however, has to work twice as hard to stay relevant and in business,
and thus has proven value and longevity.
12
At LAUD Magazine we still use social media platforms, building an online
audience to gauge interest in the magazine. We work to engage our
audience through video, extended versions of interviews and exposure
opportunities for emerging artists.
Using social media to advertise our magazine has been very successful. In
fact, we sold out of the first print run for LAUD in a matter of months. This
proved to us that the internet hasn’t killed print – it’s refined it, and found
new audiences for it.
“about holding print nowadays.
There’s something luxurious and special
”
In an increasingly media-centric world, the pleasure of holding a beautiful
magazine makes people pause. What would a salon waiting area be without
a stack to read?
The strength of print extends beyond publications. Instead of relying on
phone calls, why not send out a hand-written card for a client’s birthday in
2017? Or a thank you card after a wedding job?
Print is personal, and due to the over saturation of social media, emails and
blogs, it can help you stand out.
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5. Take responsibility
for salon waste
Paul Frasca is the man behind eco-salon technologies and programmes in and
around Australia. He is on the board of the Australian Hairdressing Council,
and director at Sustainable Salons and Refoil.
Paul is heavily involved in education, guiding hairdressers to better
understand the industry and how far it can take those who pursue it.
LINKEDIN: paul-frasca-42788242
WEB: sustainablesalons.com.au
WEB: refoil.com.au
O
ne of the most important things, in regards to the future of
hairdressing, is how we handle our waste. Waste is inevitable in
hairdressing. But, as hairdressers and business owners, we need
to take charge of it in 2017.
The current organization of waste in Australia and New Zealand is hugely
outdated. In the past, we’ve buried our waste underground – everything
from telephones, plastics to aluminum have been buried. We need to think
about how we immediately utilize our waste to save money, and better care
for the environment.
14
For us as hair professionals, it’s about thinking of the future of resources.
These include plastics, paper, chemical wastes: all products that our
industry is hugely responsible for. Unbeknownst to many, we’re not even
recycling correctly! Our “recycling” just goes down with usual rubbish.
put it bluntly, 70% of recycle bins will
“To
not be recycled.
”
So how do we, as salon professionals, fix it? And why should we?
Waste that’s diverted to the right place can be dealt with appropriately.
When collected correctly, salon waste can be refactored into hair booms to
clean up oil-spills, or even into materials as soft as silk. You’re not only not
harming the environment, you’re actively helping it!
After all, what is the future of hair and beauty if there are no resources?
Sustainability is the way of the future. In fact, many people believe it is the
only way forward.
Be a leader in your community. Better organize your waste, care for the
environment AND continue to be the kick-ass hairdresser you always were.
Something’s gotta give, so why not start now?
15
6. Get your mind
in the game
Ashleigh Scott is the founder and owner of The Facialist, a holistic facial clinic
specializing in bespoke skin treatments. Ashleigh is also a business coach and
consultant for beauty business owners, helping them achieve freedom and
success in their businesses.
FACEBOOK: thefacialist.co.nz
INSTAGRAM: thefacialist_
WEB: ashleighscott.co.nz
U
ltimately, success is an inner game. “Success is 90% psychology
and 10% strategy.” Business strategies and goals are all very well,
but without a healthy mindset, it’s one thousand times harder
to achieve your goals. Overcoming fear, self-sabotage and other internal
blockers allows you to move to a whole new level with your business.
In the hair and beauty industries, noise and competition are everywhere. It’s
easy to become distracted by what others are doing and lose your direction
and sense of purpose. But if you have a clear vision of what you truly want
out of your business and life, it will be easy to ignore the irrelevant (but
tempting!) distractions.
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This year, try exploring inner practices such as meditation and journalling.
These practices are proven to increase resilience and provide a way to
handle the stress that naturally comes with being a business owner. The
peace of mind that comes with meditation isn’t just relaxing – it’s a tool that
helps you handle the challenges.
Listening to your intuition and following your gut will always put you in the
right direction, no matter what you are faced with. Once you’ve done the
work of identifying your goals, your values, and your path forward, you’ll be
equipped to tackle difficult decisions and setbacks in ways that are authentic
and true to your own beliefs.
Your mind is a tool; perhaps your best one. Make sure it receives the same
kind of attention and care as the other tools in your business’s arsenal.
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7. Who is your
technology serving?
Paula Hibbard Education was born out of the passion to inspire, encourage
and grow the knowledge and skills of fellow hair stylists in their craft. For
over 25 years, director Paula Hibbard has amassed a wealth of experience
and expertise both nationally and internationally. She has found her niche in
tailor-made training in the salon, one-on-one, and in the classroom.
FACEBOOK: paulahibbardeducation
INSTAGRAM: paulahibbardeducation
LINKEDIN: paula-hibbard-b9705912
O
ur chosen craft of hairdressing is ever-evolving and that is part of
what makes it so fascinating. Technological advances should make
our clients’ experiences quicker, easier and more customized —
but that doesn’t mean every new development will have that as its end goal.
The evolution of hair fashion is coming back around to more volume and
curl, so clients are moving back to the salon to achieve this look. We can’t
rest on our laurels, though — just because this new style leads to more
clients for us doesn’t mean we shouldn’t keep innovating.
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clients are what allow us to grow our craft
“Our
and try new things, and we should never take
that for granted.
”
A great example is the improvements to blowdryers: they’ve become
lighter, more effective, and gentler on the hair. Crimpers and curling irons
allow stylists to create beautiful new curls with ease. These developments
benefit both the stylist AND the client, and that’s why they stand out to me.
It’s important to think about whether or not you’re embracing new
technology for the sake of your clients and your staff, or for the sake of
appearing ahead of the curve. One will gain you trust and credibility, and
one will leave you empty-handed.
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Technology
Although tech and the sciences may remind
some of us of stumbling through high school, the
application of these fields in the hair and beauty
industries has led to some incredible, gamechanging innovations.
8. Virtual reality
9. Nanotechnology
10. Smartphones
11. Productivity apps
20
8. Keep an eye out for
virtual reality
Larissa Macleman owned an award-winning hair salon for 20 years before
moving into online marketing. As an experienced Mumtrepreneur she knows
what it means to juggle family, technology, clients and run a successful
business. Larissa is a Timely Brand Ambassador and founder of The Salon
Owners Collective.
LINKEDIN: larissamacleman
FACEBOOK: salonownerscollective
WEB: salonownerscollective.com
V
irtual reality has taken off in the gaming space first, followed by
storytelling, but I believe the next industries it will upend are
hairdressing and beauty.
Virtual reality, or vr, typically refers to computer technologies that use
software to generate realistic sounds, sensations and images.
VR works to simulate a user’s physical presence in an environment so
it feels like you’re actually there. In VR, people can interact with this
environment and anything in it.
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What does VR look like in your business?
In a salon setting, you could use VR to practice techniques or test new
styles with a simulated client.
Instead of using lookbooks or Instagram, a client interested in trying short
hair could use VR to simulate the change. Educating and communicating
with clients will be much easier when they can see the results in VR.
This is already happening in some skin and beauty businesses: people are
able to see how their faces could look after 20 or 40 years of sun damage.
Clients are fast-forwarded to the (potentially scary) future, so they can see
the benefits of investing in certain anti-aging products.
Virtual realities are becoming increasingly popular, and I am certain that
we’re going to see a rise in their use in the salon and beauty spaces.
be afraid of technological trends.
“Don’t
Instead, embrace them!
”
They’re fun, helpful, and allow you to stay ahead of the game.
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9. Staying up to date
with nanotechnologies
Hair and beauty expert Tyler Colton has over a decade of experience
working with celebrities and renowned beauty brands. Tyler has worked with
national and international brands such as Schwarzkopf, Nordstrom, Guess,
and Neiman Marcus, and styled celebrities such as Hilary Swank, Charlize
Theron, Jason Mraz, Sarah McLachlan, Eva Longoria, and more.
As a self-professed nerd, he takes a strong interest in the scientific side of
hair and beauty.
TWITTER: @tylercoltonhair
LINKEDIN: tyler-colton-39344528
WEB: tylercolton.com
N
anotechnologies are well-known in the beauty and hair
industries, but they’re not done changing things up.
Nanotechnology is the manipulation of molecules at a
supramolecular (really, really tiny) scale. It’s currently used to enhance
cosmetics and hair care. But nanotechnology is a continually evolving field,
which means salon professionals need to be aware of what’s available now
– and what will be soon.
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As most of us know, nanotechnologies have brought some radical
colors into the hair color rainbow, such as pastels and grays. ME+, a
recent development in hair dye molecules, has offered breakthrough
advancements in hair dye technology, delivering vibrant colors whilst
reducing the risk of developing allergies. Future nanotechnologies are
looking to change the way we color hair, and what colors we’re seeing.
nanotechnologies are not
“However,
stopping here – and this is what we need
to be aware of.
”
A recent development (and one that may be more readily available in years
to come) is the ability to flat iron color into hair. Scientists are looking at
how to manipulate light to create bright colors without using traditional
dyeing materials. This would also address environmental issues that go
hand in hand with most dyeing solutions.
Scientists in these fields are also developing substances that stimulate
melanin production in hair, effectively making gray hairs a thing of the past.
We know the benefits of nanotechnologies, but we are still somewhat
unsure of long term cons, if any. There is a risk that these nano-cells could
damage collagen; despite the rigorous testing, we as salon professionals
still need to be aware and educated. As with any new technology, it is our
responsibility to make informed decisions about what we will let into our
salons and onto our clients. Plus, the more on top of developing tech you
are, the sooner you’ll get to play with the amazing new products that are
quickly heading our way!
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10. Making the most of
your smartphone
Sam Burns is a motivational speaker, beauty industry icon and business
development coach. His styling credentials include magazines, television, NYC
fashion week and celebrity clients.
Sam’s passion is to help businesses in the service industries understand their team
and their clients, and to help them reach their maximum potential.
TWITTER: samburnsbiz
FACEBOOK: SamBurns.Biz
WEB: samburns.biz
A
ll business owners should be using smartphones, and not just
for personal use. Whether you’re using your smartphone to stay
connected on your social media platforms, or posting a morning
motivational message for clients – your smartphone can do everything!
The benefits of owning a smartphone as a salon business owner are endless
– you can even book your guests in for appointments using software, like
Timely, on these devices. It’s not just a way to check in with your partner
and entertain yourself on taxi rides.
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One of the most important ways we can use smartphones in the salon is
to educate our customers. You can store looks and style on your phone, to
communicate looks or techniques in a visual way.
is literally at your fingertips
“Information
with a smart device.
”
We can literally show our clients great tools and resources from our phone.
This creates a personalized experience; showing, not telling. Perhaps your
client needs a round brush tutorial, or to learn how to create beach waves
– these videos can be easily found on your smartphone. The benefits are
endless, but the more you’re able to teach your clients, the more they will
trust you to style them. Happy clients are returning clients!
26
11. Try out personal
productivity apps
Business development expert Antony Whitaker is a multi-award winning
hairdresser and a direct, passionate educator. He is the former Vidal Sassoon
creative director in London, a multi-salon and school owner, seminar
presenter and coach. Antony presents a range of seminars about the future
of hairdressing, what drives change, and how salon owners can position their
business to take advantage of the ever-changing technology.
LINKEDIN: antony-whitaker-3070b14
FACEBOOK: growmysalonbusiness
WEB: growmysalonbusiness.com
B
usiness owners in 2017 need to be on the lookout for the
uptake of personal productivity apps. ZeeZor, the brainchild of
Chris Nezda, is currently one of the best examples out there, in
my opinion. It engages employees to compete against themselves by
providing year-over-year comparisons, supporting growth for new artists
and veterans alike.
27
ZeeZor is just one example, but I have no doubt there will be an
avalanche of these personal productivity apps. The key is that they gamify
productivity and results, making achievements feel more exciting and
worthwhile. For example, ZeeZor fosters communication between stylist,
manager, owner, and even manufacturer, ensuring that personal growth
can be recognized and rewarded.
The rate at which technology is changing is not about to slow down. The
effects will continue to impact on the industry and shape our futures. As
business owners, we need to be aware of changing consumer expectations,
and as bosses we have to be aware of the changing expectations of a worklife balance.
Productivity apps not only make life easier for you, but they’re also easier
for clients and staff — the people you really need to be looking after.
apps and technology — it’s
“Embracing
the difference between working on,
and working in your business.
”
As Charles Darwin famously said, “It is not the strongest of the species
that survive, nor the most intelligent, but the one most responsive to
change.”
So how are you going to capitalize on the opportunities that come
with change?
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From the editor
Rosa Anderson-Jones
This ebook marks the first Salon Trends report
from Timely. I’m sure you’ve found some gold
amongst this expert advice, whether it’s motivation,
inspiration, or just a renewal of excitement and
pride about our changing industry.
I’d like to extend a massive thank you to all our
contributors for being so generous with their time,
expertise and wisdom.
See you for the 2018 edition!
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Salon appointment software
gettimely.com
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