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The Link The Voice of the AHLC
ISSUE 12 • 2014 THE EDUCATION ISSUE ON THE COVER: 20 14 35
Be In the Top of Your Class! Special Education Section How to Prepare Your Client’s for Price Increases How to Take Great Before and After Photos
Features: 7 9 11 14
The Changing Face of the Beauty Industry Expanding Your Practice With Effective LLLT Hair Loss Solutions 2014 Excellence in Education Award How to Prepare Customers for Price Increases
Education:
page 20
20 22 24 26 28 30 32
Quality Training is Essential to Hair Extension Specialists Education is Key to Aiding Evolve to “Evolve” HairUWear On The Road 2015 Education is the Foundation for Success Learning Is Not A Spectator Sport The Power of Training Who are Good Candidates for Laser Hair Restoration Therapy?
In Every Issue: 6 12 17 17 35
AHLC Academy Member Spotlight Product Spotlight New Members Tricks of the Trade: How to Track Client’s LLLT Progress
Subscription Information: Subscriptions to The Link, The Voice of the American Hair Loss Council are mailed FREE to members of the AHLC within the continental United States. International members are provided digital copies free. Please contact us for additional shipping rates if you are an AHLC member outside the US and wish to receive a printed edition. Non-member subscription price: $60 annually within the continental United States, $85 International. To become a member, renew your membership, or subscribe to The Link as a nonmember, please contact Betty Ann Bugden, Membership Director, 570-462-1101 or log on to www.AHLC.org.
The Link Issue 12, Winter 2014 3
MESSAGE FROM THE AHLC BOARD by Peggy Thornhill, AHLC President We trust everyone had a happy Thanksgiving and are gearing-up for a productive and joyous holiday season. Even though we’re about to enter into one of our busiest times of the year, we would like to let everyone know what’s happening now, what’s coming up and what you can look forward to, just around the corner.
IT’S ALL ABOUT EDUCATION: Page 20 This issue of The Link, we’ve focussed on the importance of continued education. I think we all can agree that our industry is in many ways very different than just a few years ago. With medical breakthroughs in hair regeneration, new products that employ new technologies and polymers, all of which require new techniques, it’s easy to feel overwhelmed. Fortunately for hair replacement specialists, our industry also enjoys an abundance of top-quality educational programs by manufacturers, vendors and experienced specialists. It’s because of these special people, each with the heart of a teacher, that we dedicate this issue. It’s because of you that we all stay up-to-date, in-the-know, confident, informed and ultimately keep our industry strong. And speaking of education, it’s almost Conference Time again!
UPCOMING 2015 CONFERENCE: Page 18 Last year’s Annual Conference was the largest, most well-attended conference that we’ve had in twenty years. Each attending vendor has already pledged to return, many with their best educator-teams with them. Everyone has been so supportive, encouraging and helpful, that we are confident to announce that we are anticipating the most successful Annual Conference ever in the history of the American Hair Loss Council. See page 18 to take advantage of early registration discounts and watch your mailboxes and in-boxes for details.
The Link, The Voice of the American Hair Loss Council is the official, quarterly publication of the American Hair Loss Council. For information on advertising or contributing to content, please contact us: The American Hair Loss Council 30 South Main, Shenandoah, PA 17976 855.445.9509 or info@ahlc.org
The Link Staff:
Managing Editor: Janine Thornhill Design and Layout: e-zign Design Group, www.e-zign.com Creative Director: Terrell Thornhill
Thanks to our Contributors: Elvira Amankwa, Marketing Manager, New Image, West Palm Beach, FL Tamim Hamid, Founder, Theradome, Pleasanton, CA Sue Hanson, President and Co-founder of
Evolve Hair Goods and Services, Bonita Springs, FL Rhonda McCarthy, VP Strategy and Business Development, On Rite, Ft. Lauderdale, FL Carrie Mellage, Kline & Company, Parsippany, NJ Vikki Parman, CEO/National Education Director, Di Biase Hair Extensions, USA, Farmington Hills, MI Doug Spike, Business Development & Education Manager, International Hair Goods, Chanhassen, MN Len Stillman, Director of Professional Services at HairMax Lexington International, Boca Raton, FL James Todd, Hair Extraordinaire, Dimples, Los Angeles, CA
WE’RE TURNING 30! Believe it or not, The AHLC is celebrating th it’s 30th anniversary this year. We’re kickingoff this celebration with a special issue of The Link in our next issue. I’m sure there are many of us, who have been members since the early days, will want to tell our stories, dig out the old photos and reminisce a bit. It’s always valuable to take a look back in order to have a clearer vision of the future. This is YOUR celebration and we want to celebrate with you. In addition to dedicating our next issue of The Link to remembering and looking ahead, we’ll continue the festive theme well-into the 2015 Annual Conference. There, you’ll see familiar faces, hear their stories and see how you connect with an industry that indeed is alive and well and well-prepared for the future. And just so you can’t say we didn’t warn you, you may want to also start looking for and dust-off those old “disco shoes.” We do hope to see you there!
Membership Information:
For more information call toll-free 855.445.9509 or visit www.ahlc.org.
For a membership form visit www.ahlc.org or email info@ahlc.org
Sheldon Tuttle, Director of Education, HairUWear, Lenexa, KS
AHLC Board of Directors: Peggy Thornhill, President Marsha Scott, Vice President Susan Kettering, Executive Director Betty Ann Bugden, Treasurer/Membership Director Joseph Ellis, Board Member Laura Cole, Board Member
The opinions expressed in The Link, The Voice of the American Hair Loss Council are those of the authors and do not necessarily reflect the views of the American Hair Loss Council. The advertisements in The Link do not necessarily reflect the beliefs, opinions or attitudes of the AHLC and does not imply product or service endorsement. The American Hair Loss Council © All rights reserved. Reproduction in whole or in part without written permission is prohibited. Published for the AHLC by e-zign Design Group. www.e-zign.com
AHLC Academy Class Listings Di Biase Hair Extension Certification For a listing of scheduled certification classes throughout the U.S. please visit at www.dibiasehairusa.com/pages/certification.html or call 248-489-8900. New Image Labs Classes are ongoing at NIU New Image University. Study anytime anywhere at your own pace. Boost your technical skills, learn about sales and marketing. You even can become certified and attain the New Image Certified Hair Loss Specialist designation and the New Image Certified Master Hair Loss Specialist designation. Set yourself apart from the competition and let the world know that you are a professional. No travel expenses, no time away from the studio. It’s easy now to get trained and certified at www.newimageuniversity.com. EVOLVE Certification Class 1/25-27 Ft. Lauderdale, FL 2/1-3 Sacramento, CA 2/15-17 Stamford, CT 2/22-24 Orlando, FL 3/1-3 San Diego, CA The Evolve Certification Class is designed to confidently provide the skill set for successfully offering clients hair enhancement and hair restoration services, using the Evolve Volumizer. The 3-day educational session includes all materials necessary for the class (Evolve Volumizer, all tools, adaptability ring, mannequin and stand). All participants will be certified by Evolve upon completing the class and listed on the Evolve salon locator at www.evolvinghair.com. Graduates will also receive additional online education and marketing support. For more information inquire online or at 866.779.2880 HairUWear On The Road seminars will take place in Raleigh-Durham, Minneapolis, Portland and Birmingham, Alabama and revisiting our most popular destinations such as San Francisco, Fort Lauderdale as well as at our Development Center. Contact the HairUWear Education Department for more information or to register at 888.389.4785
HAIR EXTENSIONS PREFERRED BY HAIR LOSS PROFESSIONALS &
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International Hair Goods January 12 – Micro Point Solutions Training – Madison, WI February 16 – Micro Point Solutions Training – Madison, WI March 15 – Micro Point Solutions Training – IHI Development Center March 16-17 – Intro to Women’s Hair Replacement – IHI Dev. Center March 23 – Cyberhair/Private Issue Training – IHI Development Center Dates Subject to Change. For more information or to register for classes please call International Hairgoods, 800-328-0311. www.internationalhairgoods.com Invisible Hair We teach private women’s hair replacement classes featuring the patented Invisible Hair Grafting Attachment to one student at a time, in our San Diego location. Seven separate one and two-day classes available. For more information please contact, Invisible Hair, (760)-727-977, info@invisiblehair.com, www.invisiblehair.com
The Link The Voice of the AHLC
The Changing Face of the Beauty Industry and the Professional Channel By: Carrie Mellage, Vice President of Consumer Products for Kline & Company
T
he beauty retailing landscape is channels have been gaining share, while brand, and product-level sales data on a constantly in flux and has changed newer venues like online and mobile quarterly basis. dramatically in the 50+ years that Kline shopping have also been carving out a has been tracking the market. The congrowing piece of the shopper’s basket. Among the highlights from the data sumer’s path to purchase is not always What do these outlets have that the just released covering Q2 2014 is that clear as offline and online shopping professional sector lacks? For one: Big men do like to look stylish, so long as are more intertwined than ever before. Data. Until now. it’s quick and easy. Products specifically Alternate shopping channels targeting men outpaced the Manufacturers’ Sales of Cosmetics and sub-channels once disoverall market in both chain missed by many in the indus- and Toiletries by Retail Outlet, 2013 and independent salons. Of try as being “negligible” or particular note are products “insignificant” have emerged that add texture, which comas “essential.” Digital has prise 84% of men’s hair styling moved from the peripheral products. The top items in to the epicenter of a brand’s this segment are American marketing and distribution Crew’s Forming Cream, folstrategy. Brands that were lowed by two items from previously exclusive to the Paul Mitchell’s Mitch line: professional channel are now Reformer Strong Hold Texturusing retail outlets as part of izer and Clean Cut Medium their channel strategies. The Hold Styling Cream. internet has become a legitimate venue for professional Treatments is another products thanks to initiatives bright spot, with the second like Loxa Beauty by BSG and quarter of 2014 witnessing L’Oréal’s collaboration with the product type’s highest SOURCE: Kline & Company. StyleSeat. The formula for a sales since 2012. The treatwinning marketing approach can be ment segment currently represents Technology is a driving force that created based on the right retailing mix 20% of the conditioners category in is changing the face of beauty retailand what is appropriate for a particular independent salons. The new Pureology ing, and retailers are no longer bound product, brand, or category. Strength Cure range has helped repair by a particular channel. Instead, most damaged hair and segment sales alike. view themselves omni-channel in order The professional sector has always Kevin Murphy’s BODY.MASS, with its to reach out to the largest possible been a place where consumers can find eyelash thickening and lengthening audience made up of smaller sub-demoa high level of quality when it comes to technology, is another one of the top graphics. Technology has also made it both service and products. Professional movers for the quarter. possible to capture information and outlets—which include salons, spas, insights on shoppers and transactions beauty institutes, and doctors’ offices— With this type of data now becoming like never before. account for about 7% of total U.S. available, industry participants will be market sales when factoring in back-bar in a better position to identify the latest Kline has teamed with the Profes(professional use) products, making it market trends and emerging product sional Beauty Association (PBA) for the smallest retail outlet. innovations helping the professional its own “big data” initiative: to offer a beauty industry carve out a larger piece source for timely, detailed sales perforIn contrast, mass outlets (food stores, of the total beauty market. mance data on the professional beauty drug stores, and mass merchandisers market. Based on transactional data combined) command the lion’s share of To learn more about the changing culled from a panel of independent market sales at 61%. Department stores beauty landscape and bright spots salons, chain salons, and distributors, also control a sizable portion at 13% of in the professional segment, visit this data initiative yields category, the U.S. beauty industry. Both of these www.probeauty.org/klinepro. The Link Issue 12, Winter 2014 7
AmericanHairLossCouncil_7875x5062_FALL14_Layout 1 8/12/14 4:14 PM Page 1
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The Link The Voice of the AHLC
Expanding Your Practice With Effective LLLT Hair Loss Solutions by Len Stillman, Director of Professional Services at HairMax, Lexington International
H
air loss and thinning hair affects most men and women at some point in their lives. Over 80 million men and women in the United States suffer from hereditary hair loss. The most common hair loss condition is androgenic alopecia, also known as hereditary hair loss or male and female pattern baldness.
Successful treatment of hair loss is greatly dependent on early intervention. Fortunately, hair loss can often be markedly improved or even reversed with the help of scientifically supported Low Level Laser Therapy (LLLT), topicals and supplements. Most people will seek advice from their hair stylist about their hair loss concerns before consulting with a physician. As their first point of contact you can help your clients feel comfortable about discussing their hair loss, provide education and help offer them treatments with proven results. This provides an excellent growth opportunity to build your client base from not only satisfied clients, but also from their referrals.
Follow the Three S’s. They are vital keys to success. • Start Early: Hair loss will not go away, it will only get worse, so early treatment will yield the best results • Stay With The Treatment Plan: Stick with the hair loss treatment program • See Visible Results: Adhering to a treatment plan will yield the best results
Create a Treatment Plan Recommend treatments that are FDA accredited and proven effective. Low Level Laser Therapy has been successfully used in hair loss clinics and in physician offices for decades. LLLT is visible light in the red spectrum, which has been clinically proven to successfully treat hair loss and stimulate the hair follicles to promote hair growth.
LLLT delivers light energy directly to the scalp through a process known as photo biostimulation. The laser light increases the amount of adenosine triphosphate (ATP), the fuel of the living cells within the follicle. ATP is integral to the function of the cell as an “energy transporter,” promoting an increase in cellular activity, which helps to create an optimal environment for hair growth. In addition, the energy from laser light is thought to increase blood flow and circulation to the scalp and may help remove harmful elements such as DHT, the hormone responsible for hair loss. Laser treatments deliver gentle, nourishing laser light directly to your hair follicles, infusing them with the energy needed to stimulate growth factors, extend the growth phase and help restore a healthy hair cycle. You can offer these treatments in your salon with a hooded laser, and/ or offer an at home device, such as the FDA Cleared HairMax LaserComb as an alternative to in salon treatment or to complement them. Laser treatments energize hair follicles, stimulate hair growth, reverse the thinning process, increase density and fullness and revitalize damaged hair.
Include Topicals, Wet-lines and Supplements
serum is formulated with a unique peptide complex and is loaded with a proprietary blend of nutrients, antioxidants and DHT blockers known to help support hair regrowth. Offer additional products that help support natural hair growth, including dietary supplements. Look for ingredients such as folic acid, niacin, beta sistosterol, soy isoflavin (for females) and saw palmetto (for males) and biotin (which plays a pivotal role in cell growth and is known to support healthy hair). Your support is extremely important to assure compliance. Your personal treatment plans should include frequent visits to assess your client’s progress and to restock their supply of topical treatments and hair care products. Be sure to track your client’s progress so they can see the changes for themselves. Since regrowth is a gradual process, many clients are astounded at the contrast seen in before and after photographs. It’s common for clients to report that they didn’t realize how severe their hair loss was.
Develop a Media Plan To further create public awareness of your salon’s expertise, design advertising, promotions and special events that showcase your hair restoration programs and retail offerings. Creating a media kit with your business credentials is an excellent way to present your expertise.
Be sure to offer hair care products that are specifically designed for treating thinning hair. Shampoos should be sulfate free, low pH and are formulated with DHT blockers, antioxidants and therapeutic botanicals to restore balance, optimize scalp health.
Be sure your website highlights your specialties, experience and products. Make yourself available as an expert speaker to your local community.
Leave-in treatments are also good options. Minoxidil hair regrowth treatment is FDA Cleared for both men & women. HairMax Activator leave-in
In addition to lasers, we offer a comprehensive line of products to help your clients address and effectively treat their hair loss. The Link Issue 12, Winter 2014 9
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2014 Excellence in Education Award New Image Labs Corp. is pleased to honor James “Jimmy” Toscano with the 2014 Excellence in Education Award for a lifetime of dedication to hair replacement education Working with hair runs deep in the Toscano family. Jimmy looks back on a proud heritage of eight generations of stellar barbers. His grandfather, also called James Toscano, was a “barber surgeon” who not only took care of people’s hair, but also people’s health. One of the first state licenses issued in Illinois went to Jimmy’s grandfather all the way back in 1917. It is no surprise that Jimmy’s greatest inspiration was his father, a professional barber. Jimmy grew up in his dad’s barbershop where he learned the trade first-hand. In 1968, he was enlisted in the Marine Corps where he served in the Vietnam War. In 1970, he returned as a combat veteran and went right back to barbering. What brought him into hair
replacement? The mayor of his town wore a very unsightly hairpiece and, according to Jimmy’s own words, he took it upon himself to find a better head covering for that mayor. And that’s how he embarked on a life-long journey into hair replacement. And what a journey it has been! Over the years, The General never stood still. Tirelessly, he perfected his skills and all the while, inspired others. Jimmy is not only a very successful business owner (Toscano’s Hair, Belle Vernon, PA), but is also a leading trainer and educator for the hair replacement industry. His expertise had taken him all over the world and he has imparted his knowledge into generations of hair replacement professionals. “We are happy to honor Jimmy Toscano with the coveted Excellence in Education Award,” states Oscar Urzola. “Jimmy’s life-long dedication and passion for the hair replacement industry truly deserve recognition.” The Link Issue 12, Winter 2014 11
Member Spotlight Agnes Perellie, Hair Builders, Williston, VT
by Lisa Lindberg, a former employer that became a good friend. Hair Builder’s story really begins, in 1984 when Agnes came into the picture. Agnes has no problem in talking about how it all began. Oddly enough, she started in this industry stuffing envelopes. She was working around the people operating the business. She was eager and interested and always waiting for the next opportunity to prove herself. Stuffing envelopes may not seem like a whole lot, but it was an opportunity to be around a lot of people with a lot of information. Agnes was never too proud to ask questions. As she says, “You’d be surprised how much people will tell you about what they know, all you have to do is ask.”
early 1980’s. Partner’s were coming in and going out and so were technicians. So Agnes took it upon herself to get her cosmetology license. It took her a
In 2012 Agnes Perellie became the soul owner of Hair Builders in Williston, VT. She has been involved with education (training others in hair replacement) also in the designing of hair replacement systems. Hair Builder’s is a Laser Center and Extension Studio. We have worked with many of the Miss Teens and Miss/Mrs. Vermont’s. Agnes run’s a studio that is a fine tuned machine. Surgical Consults, Cosmetic Hair Replacement... Cancer Care Hair replacement, ... a member of Transitions and The AHLC. She is educated beyond what is expected of most. She did it on her own. Now her daughter, Karen, is in the family business. Talk about a rags to riches story.
After about a year there was a buzz in the air about a manufacturing company needing a phone sales representative selling franchising and lead demographics. Agnes wanted to give it a shot. Certainly there was training involved and along with the knowledge she acquired she killed it. She was pulling numbers that were greater than people that had been in the position for years. It was at this point that there was a position open in one of the studios/franchises as a bookkeeper. Agnes said it was her opportunity to get into a studio to see how it all happened. She made it known this is what she wanted and she got the position. She loved the business. Imagine, she was in a studio with sales people doing what they do, the technicians running around doing what they do and there was Agnes in the back room. She slowly became the go-to person. That studio went through many changes over the years. The primary owner of that studio was the individual who got the franchise on its feet in the 12 The Link Issue 12, Winter 2014
manufacturing company, then to bookkeeping/technician/manager, bought into the business in 2006? She excelled everything she put her hands on and was underestimated every step of the way yet never allowed it to interfere with her goal which was simply to succeed.
few years but the goal she set out to accomplish was complete. Now that she had her license, all she needed was an opening and that didn’t take long. She wasn’t just in charge of the studio and the finances; she was running the floor as well. So let’s get this straight, Agnes Perellie who started out as an envelope stuffer, went to phone sales with the
If you ask her what advice she could give you, “NEVER, LET ANYONE TELL YOU... YOU CAN’T DO IT! Continue your education. Join the organizations that are out there to educate you, like the AHLC. Go to hair shows, keep up with the advances and don’t let it get stale. Keep it fresh and new for, your client, your staff and for yourself. Networking and knowledge is power.” If you ask her how she got here, she will tell you, The Good Lord, a supportive family and a great staff. She may not have started, in the family business, but she came up through the ranks.
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The Link The Voice of the AHLC
How to Prepare Customers for Price Increases
W
By: James Todd, Dimples
ith yearly price increases, local competition, and Internet stores, how can hair replacement centers and wig boutiques continue to make healthy profits? As wholesale/manufacturers, my father, my brother and I have seen the industry change from classiness-to tackiness- to prestige. Price increases are inevitable in every industry. When there’s a price increase we all feel the pinch. However, there are some solutions and choices we can make together to keep our industry profitable for everyone.
Why We Have Price Increases If we can understand why we get yearly price increases we can better educate our customers. We often hear that natural hair is diminishing in supply every year. It makes sense because natural hair is a raw material that cannot be manufactured. So, the price goes up due to the scarcity of the raw material. Most of the world’s hair comes from China and India, but as these countries grow and prosper, less and less of the locals sell their hair. On the other hand, whether factories deal with natural hair or synthetic hair, every year the minimum wage in each province increases. Also, as we buy more and more from each country, the country becomes richer. It’s great that we are helping their economies, yet this often spurs the growth of different factories manufacturing higher priced goods. Many of the skilled workers leave the hair factories to work at the newer factories. The hair factories constantly have to increase their pay to incentivize workers. It takes years for factory workers to be skilled at making hand tied wigs and top pieces, but they lose workers to other factories every day. This is actually happening within our own industry. The labor to make a 14 The Link Issue 12, Winter 2014
hand tied synthetic hair wig costs the same as the labor to make a natural hair hand tied wig. So, it’s getting harder and harder for synthetic factories to keep their good hand tied workers. I’ve often heard that the hair industry mirrors the clothing industry. The clothing industry follows poverty around the world. The clothing industry uses very skilled workers to make their products by hand. The majority of their manufacturing takes place in developing countries. From time to time they move from country to country sourcing different factories. When a developing country’s economy grows too much they seek cheaper labor in another country. For this very reason, many clothing companies do not own their own factories. During the last few decades, the manufacturing of hair solutions has also moved from country to country. At one time factories were in Hong Kong and Korea. Currently, most of the world’s hair factories are in China. With its great size, China has many provinces with different wage rates and property values, so it has been consistently producing hair for years. However, over the last decade, other countries around South East Asia also manufacture hair.
What We Can Do Educate our customers on why we have to give price increases. Price increases can be mentioned well ahead of time in contracts, on receipts and on invoices to customers (maybe with a little explanation). We can also help our industry by maintaining and respecting the current high status and positioning of our natural hair solutions. In other words, by not pricing too low.
We are in the golden age for hair replacement. Thanks to the popularity of hair extensions, pop stars, and movie stars; wigs, top pieces, and hair systems are socially acceptable. In fact, natural hair solutions are more than socially acceptable; they are close to becoming a fashion statement once again. When my father first started Dimples in 1968, wigs and hair solutions were fashion items. Most women owned several wigs. And, most of these women didn’t have thinning hair. Back then all wigs were made with natural hair and were NOT priced for value; they were priced at a premium. The pricing helped the positioning of the industry. Yet, after a few years, wigs became available everywhere and pricing became the only determining factor. Not much servicing was offered and many of these wig boutiques had no brand, strategy or competitive advantage - other than selling at the cheapest price. Wigs lost their prestige and became a commodity. Our industry lost its reputation and wigs became a joke. Recently I was reminiscing with a friend whose parents were also in the hair industry. Growing up in the 1980’s, we were embarrassed to tell anyone that our parents worked with wigs. Other kids even made fun of us. But, after decades of bad press the industry has bounced back. Today we’re proud to tell everyone what we do and how we help people. It’s amazing, how the perception of our industry has shifted. We are all lucky to be in the
The Link The Voice of the AHLC industry now with such a positive image. If we are mindful of our positioning, together we can keep the positive perception of hair solutions alive for decades.
Differentiating Ourselves If we only attract customers with prices, then we will only attract the price-conscious. If another hair replacement center opens up across the street with cheaper prices, then that’s where our customers will go. Instead of selling on price or in fear of price increases, there are other solutions we can use to differentiate ourselves. Offering great service along with cut-ins, washing, repairs, coloring and ventilating will always be a winner over the Internet stores. Branding is another powerful way to keep customers loyal. What is your customer’s perception of your business? Does it align with what you know you excel at? A great way to start brainstorming about your branding is to think of your story. A genuine story that people can relate to may separate you from the rest. Stories are far more captivating than some business lingo on who you are and what you’ve done. There are many hair replacement centers that are owned by cancer survivors. Their stories often resonate to their customers in a powerful way. We can also step outside and look at other industries. One of my favorite companies is Tom’s. I love what they stand for and I
love how their story shaped their brand. While backpacking in Argentina, the owner Blake Mycoskie, saw many poor children running around with no shoes. Many of them had foot problems as a result. None of the shoes donated by charities were small enough for their little feet. He also noticed that the locals all wore some slip-on shoes that were made in Argentina. As a result, Blake made these same shoes in Argentina but with wild colors and styles for the North American market. And, for every pair of shoes he sold in the U.S. he gave a pair to a child in need in a developing country. Tom’s stands for Tomorrow’s shoes (I always thought the owner’s name was Tom) and their slogan is “One for One.” In his book Start Something That Matters, Blake says any chance he gets, he tells his story. Without the story of Tom’s, they’d be just another shoe company. (FYI—I bought 7 pairs!) When we were re-branding Dimples in the U.S., we chose the name of ‘Leading Man & Woman’ then changed it to ‘Leading Hair’. Then we thought hard, “What’s our story, what’s our brand? Who are we in the U.S.?” We considered all kinds of things. At the time, the name Dimples was out of the question because I wanted something new. We’d been using Dimples
since 1968 in Europe but I had never heard the story of Dimples until my father told me recently. When he was younger he passed by a young lady with the cutest smile and the most adorable dimples. She always smiled as they crossed paths. Then one day he asked her out. It turned out she worked in a wig boutique. And the rest is history. Keep your customers “bonded” to you by offering more services, price fairly (but not too low to send the industry back into the 1980’s) and by having a genuine story to tell. You’ll soon have a brand that your customers will remember and trust. Dimples focuses on natural hair solutions in three different qualities: Bronze, Silver, and Gold. From Remy Hair to Virgin European Hair wigs and top pieces, also with hair solutions for men. Located in Los Angeles U.S.A. and Manchester England.
The Link Issue 12, Winter 2014 15
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Product Spotlight
The Link The Voice of the AHLC
New Evolve Volumizer with Invisible Part Evolve Hair Goods and Services announces the new “Invisible Part Volumizer.” The Volumizer is a hair integration system that is non-invasive, non-damaging, chemical and adhesive free. It can be worn day and night for four to five weeks at a time before being reset. The invisible part Volumizer comes in right, left and center parts and can be worn by itself or over extensions to add volume. 866-779-2880 www.EvolvingHair.com
Dimples Natural Eyebrows For women and men that want full natural eyebrows to complement their wig, top piece or hair system, Dimples eyebrows are a non-surgical solution. Natural hair is individually injected into a thin PU base by our factory. Each eyebrow can then be bonded to the desired area for up to four days. With regular care a pair of Dimples natural eyebrows can last approximately four months. www.DimplesUSA.com 800-327-7100 info@DimplesUSA.com
Alexia Now Offered in a Larger Size New Image has expanded the horizon of our model Alexia family. Due to popular demand, this favorite full cap hair replacement solution for women is now available in 56 cm circumference! Not all not all heads are shaped and sized equally. That’s why Alexia LWALEXIA56 now comes in 56 cm circumference. It’s the perfect solution for your female daily-wear clients with larger heads. The non-slip flex form strap adjusts automatically for a perfect fit and the new flex form technology guarantees the utmost in comfort to the wearer. Perfect for medical needs clients as well. This is what you have been waiting for! Finally the solution for female clients with large head sizes! 800-359-4247 www.newimagelabs.com
Welcome New Members! Amalia Ruggiero, Capilia Truly You Ontario, Canada For over 20 years Capilia Truly You has established itself as one of the top hair replacement companies in Canada. In 1994, Amalia Ruggiero founded Truly You Hair Solution Centre with a focus on providing wigs and hair alternatives for women and children with genetic or medical hair loss. Today hair transplants are also available and clients love our tailored 5 step approach to prepare the scalp and speed healing. Co-owners, Amalia and Caroline Ruggiero are certified Trichologists. With a staff that includes 5 hair replacement stylists and two office managers, the clinic is designed to meet the sensitive needs of every client. In addition, Amalia is the cofounder and director of Angel Hair for Kids Program, which provides wigs to children with hair loss in Canada. She has volunteered for 15 years with the Look Good Feel Better Program and sits on the board and is one of the founding members of Capilia Canada. Amalia is also involved with Business Professional Women helping to improve the lives of women in Canada that are victims of poverty and abuse.
Gokhan Ormen HDC Hair Design Centers İstanbul, Turkey I got my first hair replacement in 1991 in Los Angeles during a business trip and had to open the first center, HDC Hair Design Center, in Turkey the same year. Back then nobody knew about this technology and I needed monthly service. It became a big success and in the following years HDC was opened in many cities through Turkey and Europe. In 2000 we started doing hair transplants and at the same time became a wholesale import- distrubution center suppliying many hair replacement centers through the area. In 2002 I set up a small factory to process hair for keratin hair extensions and started to supply hair salons, exporting to Europe and Middle East. Today in our area, HDC is regarded as the most innovative and technolgy oriented pioneer against hair loss. To become a member or renew contact Betty Ann Bugden, Membership Director, 570-462-1101 or log on to AHLC.org.
The Link Issue 12, Winter 2014 17
2015 AHLC
CONFER
April 25-27, 2015 | The Westi 321 North Fort Lauderdale Beach Blvd Fort Lauderdale, FL 33304 954-467-1111
19
URERS MANUFACTD ORS AND VEN
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TO REGISTER OR MORE INFORMATION CONTACT
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IMAGES FROM 2014 CONFERENCE
BETTY BUGDEN 570-462-1101 OR INFO@AHLC.ORG
WE ASKED MANUFACTURERS: “WHAT’S YOUR APPROACH TO EDUCATION?”
Quality Training is Essential to Hair Extension Specialists
C
By: Vikki Parman, CEO/National Education Director, Di Biase Hair USA
ontinuing education and offering information on what’s new in the field or providing extra training in areas of specialty in any profession keeps practitioners up to date. Doctors or lawyers, for example, usually choose an area of specialization but the best realize they must continue to seek knowledge and training to retain a competitive edge. Similarly, many stylists choose to specialize in areas of hairdressing in which they excel, such as hair color, cutting, styling or extensions. Those that work at the highest levels understand that, without continued growth through knowledge or training, they will have a hard time meeting the high demands of their clients or maintaining the fast pace of trends and styles. At a minimum, developing skills and knowledge through innovative and substantive educational programs adds a level of excitement and may help to re-ignite the passion and love that a stylist has. In the world of strand-by-strand hair extensions, there is nothing as critical as comprehensive, competent training. Simply stated, a stylist should never attempt to apply a fusion bond without having first received quality instruction in application, maintenance and removal. In the hands of an untrained stylist, damage to the client’s hair is practically inevitable, often resulting in permanent hair loss. It is the extensionist’s obligation to learn not only how to apply but also how to educate the client in the care of her extensions. While extension services can be extremely lucrative, the first client should not even be allowed to sit in the chair unless the stylist is fully prepared to undertake full responsibility for that client’s well being. Becoming trained is the first step, it is the most obvious and it is the most important. 20 The Link Issue 12, Winter 2014
As important and mainstream as hair extensions have become, hair extension training is not a core, or even peripheral, component in the curriculum of most beauty schools. Fortunately, and we are seeing growth in this area, some schools are now offering companies the chance to come in and train classes that are nearing graduation. We have provided training at a number of schools across the country, and have put on demonstrations at many more. I love that they are offering this kind of opportunity to their students. Still, those schools are in the minority and most new hair dressers are left to search on their own for training should they decide to pursue extensions as a specialty. Accordingly, if education is to take place at all, it is left to private companies to offer both basic and advanced training to cosmetologists. Companies like ours undertake that responsibility willingly, both out of genuine concern and also because we want each consumer that wears our hair to have positive experiences. We struggle enough as it is with perceptions and myths and we need to assure that the real value of extensions, the overall satisfaction and the image restoring potential, receives its due. With those considerations in mind, it is an absolute necessity that the stylist is educated in the application of hair extensions by a company that offers substantive, quality training and not some relatively worthless, superficial certification procedure. Though the application of bonds is not really that difficult, it must be done correctly or it will cause damage to the hair. There needs to be a live person helping, letting the stylist know what mistakes she/ he is making and why and providing feedback and praise when the proper technique is achieved. It cannot be
overstated – this competence (and confidence) training cannot be done on the phone or by video training. Bad experiences, unfortunately, are real life. I have seen far too many extension wearers suffer because their hair stylist lacked true education and training. By the time they come to see me, their hair is usually ripped out due to improper placement, sectioning and uneven weight distribution of the hair. I always ask if a reputable company certified their stylist and if they had their certificate hanging at their station? Another important question I ask is, “Did your stylist explain to you how to care and maintain your extensions?” Sadly, but predictably enough, I will typically hear that the stylist wasn’t certified and didn’t explain (probably from lack of knowledge) the care and maintenance of the client’s new hair. Not too long ago, a young stylist I had trained called me frantic, saying she needed my help. She had a new client walk into her salon wanting the removal of her old extensions and to have a new application applied. The stylist conducted an initial consultation and then looked to see what type of extension the woman was wearing. She was shocked to discover that the client’s hair was matted and that most of the hair on the sides of her head was gone. Shaken up, as she had never seen anything like this and being afraid to touch the client, the stylist called me. I had her and the client come down to our training center so I could better evaluate the client’s hair. I have never been so horrified in my life; first, to see this poor lady’s hair and then to hear what she said about her stylist. I asked my usual questions and learned: a) This professional, licensed, cosmetologist had not ever taken a class but watched a YouTube video and b) Told her client to
The Voice of the AHLC
cosmetologists would even want to try to do this type of work without knowing that their competency has been evaluated. Without training, there is a very high risk that the extensions they apply will cause damage and that, quite possibly, the damage caused will be permanent. It is just so unnecessary. For the benefit of the hair extension industry, I would like to see the states demand training in extensions at the beauty school level or, at a minimum, require that a certification course be taken before offering extensions as a service in a salon. Hopefully these or similar requirements are not too far off the horizon. In the meantime, we must depend on the extension companies themselves to do what they can to provide and promote educational programs. The fact is that extensions can be amazing in their impact. I have seen women literally transform in my chair. Women suffering from thinning hair, who may not be ready for a hair system, have received their confidence back, in some cases viewing the extensions as a life-changing experience. I remember the woman who cried in my chair, telling me, “For the first time in my life I feel beautiful.”
“When stylists work on extensions without adequate training, they usually don’t comprehend their error until it’s too late and the damage has been done to their clients’ hair. ” go take a class for her and she would pay for the class, giving the client a cosmetology license to take along so she could pretend to be her. The stylist wanted the client to then come back and teach her how to do them because she had no time to go through a class. While this is an extreme example, stylists who skip corners give our profession and extensions a bad reputation! I am pretty sure this happens more than I would like to believe. I am personally dismayed that some stylists don’t see the value in becoming certified, are willing to accept a sales pitch that they can learn from a video or receive a legitimate certification by sending in a mannequin for examination. When stylists
work on extensions without adequate training, they usually don’t comprehend their error until it’s too late and the damage has been done to their clients’ hair. What is equally discouraging is that the stylist often doesn’t stand up when the problem becomes evident, failing to even tell the client that she has damaged her hair. This to me is unforgivable. One of the reasons we started our company was to provide proper education at an affordable price. With the demand for extensions on the rise, we wanted to remove as much as possible of the cost impediment of receiving training. Frankly, even notwithstanding the cost factor, it is astounding that
Properly applied and properly maintained, extensions can create new looks and restore images. I am passionate about the value of hair extensions. Therefore I am passionate about the value of education and training for hair extension specialists. Hair extension application must always be joined with knowledge and skill acquired through hair extension education. The Link Issue 12, Winter 2014 21
WE ASKED MANUFACTURERS: “WHAT’S YOUR APPROACH TO EDUCATION?”
Education is Key to Aiding EVOLVE to “Evolve”
I
By: Sue Hanson, President and Co-founder, Evolve Hair Goods and Services
think from the very beginning Evolve was destined to be a very different type of company. I have spent almost 40 years in the professional beauty industry as a stylist, salon owner, school owner and have worked for top manufacturers as VP of Education, Marketing and Sales. I thought I had seen it all however, when I saw the prototype of the Volumizer, I knew that this was something new and exciting for women, salons and stylists. The Evolve Volumizer fills a unique niche.
For the millions of women suffering from hair loss or thinning hair, the Evolve Volumizer is a non-invasive, non-damaging, chemical and adhesive free solution that can be worn day and night for up to four to five weeks. For salons and hair restoration centers, the Volumizer is a big, new revenue generating product/service and helps in the ongoing battle of shrinking profit margins. As a service product, the Volumizer is something that can’t be diverted, yet needs to be marketed directly to women with “hair needs and fashion wants.” The key is to build an elite network of highly skilled stylists/salons who communicate, install, cut and style in the same way, so as to have a predictable end result. By building our company around education, it allows the company to advertise the Evolve Volumizer directly to the consumer knowing the expertise will be successful when the client goes to one of our Evolve certified stylists. The first people involved in the company were skilled hair designers who formed the Evolve Artistic Team and aid in the development of the product and the training. A company built by hair designers, for hair designers. The client wins, the salon/stylist wins and the company wins, because the product and the training work. 22 The Link Issue 12, Winter 2014
SUCCESS Because of the unique structure of Evolve Hair Goods and Services, the company not only focuses on a unique product for a demanding market, it also provides a high level of on-going education, marketing, advertising and coaching assistants. Evolve offers a three-day certification program consisting of the four pillars of success: system installation, a flawless haircut and blending system, consultation and communication skills, and advertising and marketing support. Success with each of the four pillars provides a virtual guarantee of profitability.
with my new Volumizer clients. I never dreamed I could grow my business so fast, with so many new clients. Just this week I’ve added five new clients from one ad. I’ve had to increase my hours because of this explosion in business and it’s forced me to learn to be more efficient.” She notes, “This new technique challenged me at first, but it’s forced me to be a better hair dresser; pulling all of my skills together with new techniques.” From a business level, Handel points out, “The beauty of this is when I sell a wig, I cut it and I don’t see the client again. This new hair service is rewarding, challenging, in high demand, specialized, and brings repeat business in ever 4-5 weeks. Most of the clients I work with were not originally a client,
Stacey Handel
Evolve Certified Stylist and AHLC member Garde Bien Spa Salon, Knoxville, TN AN EVOLVE CERTIFIED STYLIST’S VIEWPOINT Stacey Handel, Evolve Certified Stylist, Garde Bien Spa Salon, Knoxville, TN, and an AHLC member, “is overwhelmed with the wonderful success she has achieved with the Evolve Volumizer. What the Volumizer has done for my business is amazing. It has set me apart from other salons in my area. I like being the first, the only, the best in the area. I’ve set a precedent for something new and I’m proud of that.” Handel explains, “It’s changed my life also. I’ve had to hire an assistant to help me
these are new clients. Fifteen percent of my clients wear Volumizers, and, in addition to this service, also get hair coloring, products, tools, makeup, manicures and pedicures, because of their incredible renewed desire and trust. They become so loyal. I’ve been invited into a place in their heart where no one’s been and I respect that. Our hair defines us. It is our crowning glory and affects everything else we wear. Now hair can be fun for these women. I love that the education included a turnkey business program and provided me with all the tools to be successful in my business.”
The Voice of the AHLC
NEW CLIENTELE BASE
Johnny Plant
Evolve’s Artistic Director
CREATIVE LEADERSHIP Johnny Plant, Evolve’s Artistic Director, knows that women not only want hair, they want to look beautiful and that’s what makes the Evolve Volumizer different. We are able to give the client the hair and hairstyle they’ve always dreamed of.
and melting techniques. We’ve also taken into account the addition of extensions with the Volumizer for that client that wants volume at the top and length. Evolve offers a full day of hands-on cutting and will improve even the most experienced haircutter’s skills. There is no look that can’t be beautifully achieved using the E-5 system
So many people think of the client and the product as two pieces coming together, but once you melt the two, it becomes one seamless product. This makes us different because of the versatility of the product. The Volumizer lays flat, like their own hair, fits their scalp and allows the stylist to use their one structure for cutting, just like cutting a client’s natural hair. Our cutting system is all based on the bone structure of the head. We teach a cutting system so that we have a communication bridge for the Evolve family for their creative options. It’s called E-5 and is based on five pure forms. We’ve made it as simple as possible. The key ingredient is the holding angle and the cutting guide. Those two elements give you different weight, movement, and shapes depending on the holding angle and the cutting guide. It takes two or more forms to make up a haircut. We’ve also developed two unique texturizing techniques called buttering and melting that will make the Volumizer and the client’s hair become seamless. You can shake it, bend it, twirl it and you can’t find the difference between the client’s hair and the Volumizer because of our buttering
The addition of the Volumizer to a salon’s service list generates a new clientele; a huge market that presently, rarely or seldom, goes into a hair salon. The reason being, “Why would I spend money to be disappointed?” This disappointment the client refers to is not because of the skill level of the stylist but the lack of the fabric that the stylist has to work with. Once this new client starts wearing the Volumizer, this service requires on-going, consistent maintenance, more so than the average non-Volumizer client. Over the last 15 years salons have seen an approximate 30% reduction in services. Because of the economy, the client that
Glenn Michael,
Evolve’s Vice President of Education
WHAT MAKES US DIFFERENT Glenn Michael, VP of Education at Evolve, says that what makes us different is Evolve bridges the gap between hair restoration and hair fashion, and the gap between hair restoration and the hair salon. In the past, hair restoration provided material, fabric and hair to the client, however the finished product lacked style. Although hair needs individuals want the illusion of more hair, they also desire a fashionable, attractive look. The Evolve Volumizer can achieve this because it can be cut, styled, colored and finished into any contemporary design. It provides the wearable solution for women with fine, thin hair that not only want more hair, but demand a fashionable, finished look.
was a 5-week client is now stretching it out to 6-7 weeks. The client who was a highlight and color is only getting color. And the client that was only color is now trying to do it at home, herself. Therefore the existing economy has created a consumer shift in spending their disposable income. Although the Evolve Volumizer is low maintenance, it does require the client to be back in the salon in four to five weeks for an uninstall and reinstall plus additional salon services such as color, treatments and haircuts. This increased frequency of visits also helps to improve retail sales. Therefore, the addition of new clientele, the addition of frequency of service, and the addition of increased retail sales provides to the salon a unique market that makes the salon recession resistant. The Link Issue 12, Winter 2014 23
WE ASKED MANUFACTURERS: “WHAT’S YOUR APPROACH TO EDUCATION?”
HairUWear On The Road 2015
A
by Sheldon Tuttle , Director of Education, HairUWear
t HairUWear, we have been forging new paths in the wig industry for decades. Our commitment to consistently bring innovative technology to the forefront coupled with our dedication to exquisite craftsmanship ensures our products offer incredible color, quality, texture and flexibility. Our customers have the confidence of knowing we offer the highest quality wigs and hair extensions in the world.
Whether you’re just starting out or a seasoned pro, HairUWear On The Road offers education for all experience levels, applicable to a variety of professions. Attendees are typically a mix of salon owners and stylists, wig studio personnel, post-treatment care providers and hair replacement specialists. Since the program began in 2009, nearly 2,000 people have attended the
workshop. Each year, we have added new, exciting components to the training – most of which were ideas and requests submitted by past attendees. On May 5, 2015, HairUWear will host its first HairUWear On The Road seminar in our new training facility within our new corporate headquarters in Lenexa, Kansas. We’re also venturing into new cities such as Raleigh-Durham, Minneapolis, Portland and Birmingham, Alabama and revisiting our most popular destinations such as San Francisco, Fort Lauderdale and Boston
“Great opportunity for anyone new or old to the wig/extension industry. As a new person breaking into the wig industry, I was pleasantly surprised to have been able to follow along the whole time and not feel lost.”
The Voice of the AHLC
We believe in learning by doing. Yes, you’ll sit, listen and learn – but not for long! We’ll keep you busy trying out techniques we teach and you’ll be engaged in a two-way conversation throughout the day. We want you to gain as much as possible from the experience and from the expert knowledge our instructors have to share. Attendees will learn about fiber options, cap construction and how to customize wigs from the Raquel Welch® and Gabor® lines with hands-on
steaming, curling, cutting and size alterations.
“Best training I’ve been to in a long time. Excellent!”
One of the most rewarding benefits to attending a seminar is our segment on how to provide efficient, personalized consultations and professional services to the hair loss client. Attendees leave the seminar with the skills and knowledge to return to their businesses and increase their services and revenue.
“Beyond my expectations…great energy, obvious passion and understanding of the product.”
Attendees have provided amazing testimonials such as:
Admission to the seminar is $100 per person, which includes a HairUWear On The Road Kit (a $500 retail value). Contact the HairUWear Education Department for more information or to register at 1.888.389.4785.
“I learned something in the first five minutes of the class that was worth the whole trip. Such a great day! Pumps me up and makes me ready to work!” The Link Issue 12, Winter 2014 25
WE ASKED MANUFACTURERS: “WHAT’S YOUR APPROACH TO EDUCATION?”
Education is The Foundation for Success
T
by Doug Spike, Business Development and Education Manager, International Hairgoods
he company mission is clearly stated on every professional catalog and price list: “At International Hairgoods, we continually strive to offer you, the professional, the highest quality and newest solutions in hair restoration.” IHI’s Development Center in Chanhassen, MN is irrefutable evidence that this mission extends to education as well as to products. International Hairgoods truly believes that education is the foundation of success! The International Hairgoods Development Center came into existence in mid-1980’s. Hair stylists and business owners seeking education in the hair replacement business were often frustrated. For the hair replacement
industry to improve, existing hair replacement studios needed advanced educational opportunities in order to offer the latest technological solutions to their clients. At the same time, stylists and entrepreneurs with the desire to help thinning clients had few choices for basic education. The novice may have picked up the phone and called a local hair replacement studio asking for help to learn the business. Generally that phone call was met with a roadblock. Many hair stylists asked the question, “Why is hair replacement such a big secret?” IHI listened and the Development Center was born. Today, the 1350 square foot IHI Development Center provides the training
resources needed for the most practical learning environment in a state of the art facility conducive to the education of hair replacements. Designed to facilitate multiple learning styles, the Development Center is ideal for both hands-on technical training as well as classroom study and product review. High-tech solutions require high-tech expertise, so hands-on certification at the Development Center is provided for studios who commit to International Hairgoods exclusive Cyberhair Solutions programs: Micro Point Solutions, Private Issue or Cyber Custom Designs. After the initial certification, unlimited ongoing free education is offered to all of the exclusive studios.
www.InternationalHairgoods.com
LIGHT AS A FEATHER THE SENTOO WIG COLLECTION
“Sentoo takes all of the best features that everyone wants in a wig to make it comfortable and fit right and puts those features into every cap.” -Sara Lou Manning Owner, Custom Design Rogers, AR
THE SENTOO COLLECTION IS
NOT SOLD ONLINE Studios must sign an agreement to this before the initial order is shipped.
w w w. s e n t o o w i g s . c o m 1.800.328.6182
The Voice of the AHLC
Students enjoy the learning environment at the Development Center A full schedule of Development Center classes is being offered in 2015. Students can register for Basic Hair Replacement, Women’s Hair Replacement and Hair Replacement Business and Sales Training. For those studios that have unique training needs, IHI offers customized studio education through the Development Center. International Hairgoods commitment to education extends beyond the walls of the Development Center. Classes are regularly held at convenient regional locations. Customized training is also available at individual studio locations. While hands-on, face-to-face training is desirable in order to adequately learn many facets of hair replacement, video training is sufficient for some topics. International Hairgoods offers a menu of excellent training videos, available at no charge to current IHI retailers through a password protected area of the company website, www.
internationalhairgoods.com. Here’s what retailers have to say about International Hairgoods training: “Exciting educational fun; changed my life to change others way of life forever.” Chantelle Miller, Worcester, MA “I got into the hair replacement business in 1979. I recently held an in studio training taught by IHI. The education was motivational and added excitement about the business for both me and my staff.” Bill Spitale, Rochester, NY “While attending IHI’s education
classes I received valuable training to inspire creative solutions to meet the specific needs of my thin haired clients. In addition, the class provided an opportunity to meet and network with other stylists in the hair replacement industry from across the country. To be able to problem solve with other professionals and receive input from their personal experiences was most helpful.” Rebecca Pederson, Minneapolis, MN For more information or to register for classes please call International Hairgoods at 1-800-328-6182. The Link Issue 12, Winter 2014 27
WE ASKED MANUFACTURERS: “WHAT’S YOUR APPROACH TO EDUCATION?”
Learning Is Not a Spectator Sport. So Let’s play! by Elvira Amankwa, CMP, Marketing Manager, New Image Labs
“I am still learning.”
– Michelangelo
At the age of 87, sculptor, painter, architect, poet, engineer - one of the greatest geniuses that ever lived, Michelangelo declared himself a lifelong learner. Doubtlessly, part of his unmatched legacy was due to his love for and dedication to learning and exploring. Where there is no learning, there is stagnancy. Where there is stagnancy over time there will be decline. If we take this truth and apply it to our industry, it is safe to say that if we, as an industry, are to grow and have sustained success one must-do is to constantly evolve and educate ourselves, as individuals and collectively as members of our trade.
“I love to learn, but I don’t want to be taught.”
– Winston Churchill
It seems that many members of our industry somehow feel the same way. They love to learn, but at the same time they have a hard time being taught. When it comes to education, we have come across many objections, ranging from tight budgets to not having someone who can run the studio when they are away for a conference weekend. Another hurdle we often deal with when trying to train and educate hair replacement professionals is the notion that they have been in business for so long and therefore they assume they know everything. They hypothetically love to learn, but when the rubber meets the road, they are not ready with an open mind to be taught and much less to implement what they have learned. We took these objections and have created programs so that every industry 28 The Link Issue 12, Winter 2014
professional can get something great out of the learning experience. And thanks to the rise of technology, we can incorporate a new level of flexibility into our education with on-demand and online learning. Whether you are a seasoned professional or a novice, we offer a variety of educational formats and programs at different price points to help you and the industry learn and grow. Our programs range from live, in-person training events to online education at NIU, from live and on demand webinars to Skype meet-ups. New Image meets you right where you are and caters to your specific educational needs.
“I don’t love studying. I hate studying. I like learning. Learning is beautiful.”
– Natalie Portman
For many of our seasoned industry veterans, we found Skype meet-ups to be very effective. It’s almost like a one-on-one coaching session, personal and close-up. We often do these calls for product-related questions, but also for business-related matters. Suddenly these skeptical learners have a good experience and learning is beautiful to them now because it helped them solve a problem they had. Generally, the New Image educational programs are meant to entice hair replacement professionals at any level to start engaging, developing and learning. Our programs and educational platforms don’t you feel like you’re “back in school”, crammed behind a desk. Some of the global hair replacement industry’s most renowned trainers are part of the New Image presenter roster and the New Image programs are designed to open the mind, inspire, teach impactful lessons and generate business success. In person. Online. On demand.
“Tell me and I forget, teach me and I remember, involve me and I learn.”
– Benjamin Franklin
It’s part of the New Image corporate philosophy to have an open door and open ear. We listened to our clients as many requested smaller sized meetings with more intense content. That’s why for 2015 we decided to move forward with the NIU Live Business Success Series. These are a concentrated, allinclusive educational experience where we will showcase breakthrough business solutions under the umbrella, “Learn today. Sell tomorrow.” Over a three-day period, there will be large segments with practical, hands-on training to ensure success. With education, hotel, meals and entertainment included, these events will take place in West Palm Beach, Florida and are a direct result of clients being involved in simulating new educational formats. We also have various certification courses online at NIU that are ongoing and accessible anywhere, over the whole world, at any time. NIU has the hair replacement industry’s only online educational portal. Through NIU, students can become certified in hair replacement at a very reasonable cost within one year. The certification test can be taken online and as proof of accomplishment, picture submissions of actual hairstyles created are part of the examination process. There is a team of resident hair experts in place to always answer any questions in person, which the online student might have. On a regular basis, New Image also hosts live webinars where sales, marketing and hair-technical questions are being discussed in an informal atmosphere. In just 30 minutes, the
The Voice of the AHLC
busy hair replacement professional can get inspiration and insight that can turn his day around. Thanks to the Internet, participants from all over the US, and the world meet, “around the screen” to learn in a relaxed atmosphere, while in the comfort of their own studio or home. These webinars are then available on demand in the dedicated New Image YouTube channel www.youtube.com/user/NewImageHair. Another informal, but very effective educational opportunity we offer are Skype calls (as mentioned above) which are readily accepted by our clients worldwide. Those calls are for problem solving in a confidential, personal, oneon-one business atmosphere.
“The great aim of education is not knowledge, but action.”
– Author Unknown
At New Image the face of education has changed with the many marvels of the Internet and the advent of online education. But over the years, our highest goal remained the same: The great aim of education is not knowledge, but action. That’s our prime objective with all of our educational efforts here at New Image – that the clients who participate in our educational programs will get empowered to take action. Because only action brings forth change. Small steps, large steps, whatever works for you in your situation. We don’t offer education just for learning’s sake, but with the firm objective to offer actionable solutions and impulses that boost understanding and skills and thus increase business. I always hear from each of our educators and trainers that what makes them most happy and what they perceive as the most gratifying aspect of being a teacher is to hear that professionals in the audience have
applied what was being taught and that it has helped them in their situation. That’s the ultimate reward for an educator and also the ultimate roadmap to success for anyone who wants to remain relevant and grow in this industry in this day and age. As 2015 rolls around, stop being a spectator, become a player and get involved. Call us at 1-800-359-4247 or visit our website at www.newimagelabs. com for updates on the 2015 NIU LIVE BUSINESS SUCCESS SERIES. Stop by www.newimageuniversity.com to learn more about our online certification courses and exams. Join us for one of our webinar series (watch out for the email announcements) or connect with us on Skype (newimage.labs). We are here for you, not only to educate and train but also to help and guide you to take action.
From all of us at best wishes for a happy and successful New Year! And always remember:
The Link Issue 12, Winter 2014 29
WE ASKED MANUFACTURERS: “WHAT’S YOUR APPROACH TO EDUCATION?”
The Power of Training
T
by Rhonda McCarthy, VP Strategy and Business Development, On Rite
raining is not just for beginners. I frequently hear business owners say that their team is knowledgeable enough and they don’t need additional training. Whether it’s stylists, sales consultants or managers - as humans, over time, we can become complacent or pick up bad habits and shortcuts all of which can be dangerous to your business’s overall growth potential.
Business owners should consider the power that training can have on building employee loyalty. Employees appreciate when the company they choose to work with invests in their overall growth and experience. We also know that training can create excitement within the entire business, which has a very positive impact on the bottom line and the overall growth of the business. Andy Wright has always been a strong believer in providing all levels of training to our clients. Since On Rite’s inception, we have offered all types of training; from beginners to advanced. We created a beautiful studio environment at our home office in Ft. Lauderdale where classes consist of men’s and women’s hair replacement, from measuring and creating a template to creating a completely undetectable finished look (and all steps in between). We also offer add on classes in medical (for those businesses who want to offer services to women who lose their hair due to medical treatments like chemotherapy) and Ultratress Extensions. There are choices for clients depending on their needs. You can select a threeday men’s and women’s hair replacement class, a one-day Medical class, a one-day Ultratress extension class or a combination of the three. On Rite realized that some of our clients’ needs had changed and we decided to add additional options. Some found it difficult to travel to Ft. 30 The Link Issue 12, Winter 2014
Lauderdale, spend 4 days training and then travel home. Others wanted to have all of their stylists trained so they could offer consistency to their clients or they didn’t need their stylists trained in the basics. They had unique technical concerns or wanted their stylists trained on a specific technique without having to repeat training they’ve had recently. We listened and created two options for these clients. We now offer “I’ve been in the hair replacement business for 43 years and I presently have two locations in PA. I have a staff of 25 people and we enjoy what we do. I require all my stylists to be recertified every year to keep up with the latest styles and technology. This is one investment that pays for itself many times over. With all of the money I invest in advertising and the work put into getting new clients, I want to make sure my stylists are well trained to protect my investment and their future… my stylists have been with me anywhere from 10 – 26 years and I attribute some of this longevity to them knowing I am willing to invest in their future. You know the saying, “What goes around comes around” – A. Frank Petrosky Owner, New Image Hair Clinic Regional Academies – held throughout the year at different locations across the U.S. This allows business owners to send their stylists for training in hair replacement, medical and/or extensions to locations more convenient to them. In addition, we created customizable and affordable in-studio training for businesses that prefer to have the training on-site. Finally, we offer sales training and recently added a business class, held in Las Vegas, for business owners who want a more in-depth knowledge of how to overcome business issues: How to get new business in your door, how to do a successful consultation and close more sales, how to reduce client attrition and many, many other topics!
Below is a list of the many training opportunities available. Whatever option you choose please consider choosing something! Training and investing in your team will create excitement, teamwork, consistency, overcome specific issues you might be seeing within your client base, eliminate bad habits and will increase your sales and bottom line!
INTERNATIONAL HAIR ACADEMY On Rite Headquarters, Ft. Lauderdale, FL Three-day Men’s and Women’s Hair Replacement Certification Class This class consists of lecture and hands on training. Learn how to create the perfect mold and customize the new hair, all attachment methods while giving the client a completely undetectable finished look, proper servicing, custom ordering, trouble shooting and much more! Medical Hair Loss Certification Class Learn not only how to select the perfect wig for the woman who has lost her hair due to medical treatments, but also how to customize for the most natural look and how to handle the emotional consultation. There is information on how to create this side of your business, how to partner with your medical community, setting appointments with nurses, how to present yourself – your product and your business so the nurses will refer patients to you. Ultratress One-Day Certification Class Learn four extension techniques; UltraLinks (Cold Fusion), UltraStrands (Hot Fusion), Ultratress II (tape method) and Ultratress II, Plus (pre-cut, double density tape method). Learn which method is right for each customer, proper application and removal techniques, servicing procedures, how
The Voice of the AHLC
to add volume or length or both. Also learn how to combine a top of the head attachment with Ultratress extensions for the woman with thinning hair on the top the head where extensions alone will not give her the look she wants.
REGIONAL ACADEMIES Two-Day Hair Replacement Certification Class Class consists of intense handson training. Learn how to create the perfect mold and customize the new hair, the most common attachment methods while giving the client a completely undetectable finished look, proper servicing, custom ordering and troubleshooting. One-Day Medical Hair Loss Certification Class This curriculum has been approved for continuing credits with ABC and BOC. We follow strict guidelines where attendees learn how to successfully set up a highly profitable medical hair business, setting up a display cranial prosthesis (wig), sleep caps, head wear, products etc.), the medical consultation, how to partner with the medical community, setting appointments with nurses, how to present yourself – your product and your business so nurses will refer patients to you. We also provide insurance billing information, pricing guidelines and many more business topics. Attendees also learn how to select the perfect cranial prosthesis for women who lose their hair due to medical treatments, customizing for the most natural appearance and troubleshooting. Ultratress One-Day Certification Class Attendees will learn four extension techniques; UltraLinks (Cold Fusion), UltraStrands (Hot Fusion), Ultratress II (tape method) and Ultratress II Plus (pre-cut, double density tape method). Attendees learn which method is right for each customer, proper application and removal techniques, servicing procedures, how to add volume or length or both. They also learn how to combine a top of the head attachment with Ultratress extensions for the woman with
thinning hair on the top of her head where extensions alone will not give her the look she wants, and much more! Regional Business Academy This class is for business owners only! Business owners may decide to either bring their sales consultant or send them alone (in which case we will require the business owner’s approval). There is no technical training involved. This class teaches how to increase your business and make it more profitable! We bring some of the best minds in the industry to share their knowledge and tips. If you’re looking for ways to increase new business, how to add membership programs to your existing client base, reduce client attrition, handle employee/staffing concerns and other business topics – this is the meeting for you! “We are in our 17th year of partnering with On Rite and recently approached them to do an In Studio training for our entire staff focused on our needs and areas of improvement. On-Rite’s Business Development team spent the time to uncover our pain points and develop an individualized training that was laser focused on our needs. Their ability to listen to our team and to then develop a training package that was customized to fit us and our client’s needs was invaluable! The precise and in-depth training is allowing us to gain market-share along with increasing our profitability. On-Rite’s training teams are professional, knowledgeable and talented. Our entire staff from the receptionist and stylists, to the managers and owners, received benefit from On Rite’s training. We learned so much and enjoyed ourselves immensely and we are planning another on-site training with them!” – Pamela Corridor Owner, Images International
IN STUDIO TRAINING This class is 100 percent customized to your business needs. It is created for your team and one of the most popular training programs we offer. Training is held at your business, with your team and your clients as models (if needed). Prior to the training we discuss your
concerns and expectations and design the curriculum around that conversation. A customized agenda is created and approved by the business owner. Maybe you want your team to learn only one technique because they are adept with the others, or you might be seeing an increase in client issues – this training is created specifically for each individual business and their needs. Modules offered: Men’s Hair Replacement, Women’s Hair Replacement, Women of Color Hair Replacement, Ultratress Extensions, Medical Hair Loss, Cutting and Styling, Sales – Consultations/ Membership programs/Upgrades, Business Management. Most often, these trainings include portions of multiple modules – if you can imagine a training class created specifically for your unique needs – then we will deliver that with our in studio training program!
NEW FOR 2015!
The National Cut-Tour will be offered in 2015 as a Regional Academy (dates and locations to be announced) and as an in studio training class – exclusively for your staff. We want to attract millennials but to do so; our stylists must have the skills to deliver the looks these young men and women demand! On Rite is excited to have partnered with Sam Villa (Education Artistic Director of Redken) who has committed Andrew Carruthers, one of his most talented trainers to provide education in cutting and styling the latest, updated styles and trends! As you can see, there’s a training program perfect for every business’s needs! If your 2015 business goal is to increase your profitability, gain market share, reduce client and staff attrition, create excitement, motivation and teamwork within your company – then training should be on your short- list of things to do! Invest in your team and it will return to you tenfold. The Link Issue 12, Winter 2014 31
The Link The Voice of the AHLC
Who are Good Candidates for Laser Hair Restoration Therapy?
J
by Tamim Hamid, Founder, Theradome
ust about anyone experiencing hair loss can benefit from LLLT. In fact, laser hair therapy offers hair restoration alternative to a much broader audience than other methods, including those who previously were ineligible for hair transplantation procedures or for whom medication is contraindication. For example, women who tend to experience general thinning throughout the scalp area, including the sides and back areas from which a transplant specialist would typically harvest the donor follicles, while not candidates for hair transplantation, can benefit from LLLT.
Best Candidates The best candidates for LLLT are in the early stages of hair loss, typically with hair loss equivalent to Norwood 1-5 for men and Savin scale from 1-3 for women. The earlier one addresses the problem, the higher the chances that LLLT will yield positive results. Since most androgenetic alopecia patients lose between 80-100 hairs or more per day, LLLT provides a great advantage through its ability to quickly arrest hair loss. After a few treatments (depending on the dosage of the LLLT device), hair loss tends to lessen due to the fact is that LLLT prolongs the anagen phase of hair growth. Laser Hair Therapy has been shown to be especially effective when used conjointly with a multi-therapeutic regimen that incorporates supplements, hair-loss shampoos and medications, as appropriate. Hair loss rarely occurs without inflammation and is also associated with fungus. Addressing inflammation is crucial in selecting the right regimen for a successful LLLT program. Anti-inflammatory medicated shampoos can complement LLLT’s ability to reduce inflammation. Neutralizing inflammation and fungus 32 The Link Issue 12, Winter 2014
loads, common to androgenetic alopecia patients, with complimentary anti-fungal shampoos will benefit the patient. Both anti-inflammatory and anti-fungal hair and scalp products should be an integral part of any treatment regimen. For pre-surgical patients, LLLT prepares the cells to better tolerate surgery because treatment has stimulated mitochondrial activity to promote better cell health and, therefore, better tolerance of an invasive procedure. Post surgery, LLLT reduces inflammation caused by the procedure, enabling a reduction in shock that can lead to temporary hair loss, an accelerated healing process and the retention of more transplanted hairs.
Poor or Ineligible Candidates LLLT has demonstrated efficacy in male pattern baldness, with the exception of patients with slick bald scalps. A shiny scalp with minimal or no hair follicles is indicative of a patient who is not a good candidate for LLLT. A shiny scalp is the final result of ongoing inflammation, an increased production of epidermal growth factor (EGF), and a narrowing of pores in which hair needs to grow. In this stage of baldness, terminal hair is eliminated and replaced by very fine vellus hairs. Medications, like LLLT, rarely have any effect on slick bald patients. It should be noted that women rarely advance to the slick bald state seen in many men. Patients with scalp cancer and pregnant women are the only two contraindications for LLLT although the primary reason for these contraindications stems from the fact that few clinical trials have been conducted within these patient populations. Companies, viewing the cost/reward ratio as much too low, have not taken the time for such trials. Recently, however, Theralase, a
Canadian company, demonstrated that LLLT is beneficial for treating hair loss in cancer patients and received clearance from the FDA and Health Canada on their therapeutic laser technology. This news is quite encouraging.
LLLT Considerations While LLLT can decrease hair loss in a relatively short period of time, thickening and re-growing hair requires a much longer process. Ongoing LLLT treatments and adherence to therapeutic schedules are critical to reversing the process of follicular miniaturization, a condition that takes several years to develop. One should be very careful in using laser devices that generate excessive heat (more than 40 degrees on the scalp). FDA clearance is one’s best safeguard against potentially damaging heat and other safety concerns. Wellengineered LLLT wearable devices do not produce excessive thermal energy that could cause additional scalp conditions such as telogen effluvium as well as thermal injuries to patients or to operators. Heat is not the mechanism of action under which LLLT is based on; it is solely based on photo-bio stimulation. Laser hair therapy meets all international safety standards and legislative specifications of a “non-significant risk” product. LLLT is safe and is usually classified as a Class 2 FDA device. No one really wakes up one morning with a complete loss of hair. The process is very gradual and starts as early as puberty. LLLT is most effective when treatment is initiated in the early stages of hair loss with the correct dosage and patient adherence to treatment schedules.
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Your clients hair is an investment, so why should they have to settle for average aftercare products? Professional Hair Labs Pro Series hair care line has been developed for everyday use to maintain and protect against the issues faced by every hair wearer. Pro Hair Labs Pro Series is sulfate free and will not lift the color from your client’s hair unit. Miracle Glove is a specialty formulation developed for professional technicians who ďŹ nd themselves coming into daily contact with harsh solvents or astringents. Miracle Glove maintains the pH balance of your skin while ensuring protection from drying, itching and irritation.
CALL TOLL-FREE
800-778-4247
Headquarters USA USA OFFICE: 4775 Allen Road Zephyrhills FL 33541 Intl : +1.813.788.7468 IRE : +353.(0)1.442.8808 UK : +44(0)20.3286.0094 GER : +49(0)30.2089.6831
Email: info@prohairlabs.com
www.prohairlabs.com
Tap into a brand new client base that brings you a monthly maintenance visit Become an Evolve Certified Stylist Intense 3-day training class.
(Hands-on installation techniques, advanced haircutting, and communication/business skills.) EXCLUSIVE OFFER for American Hair Loss Council members only:
Upcoming certification classes*: FT Lauderdale FL Sacramento CA Stamford CT Orlando FL San Diego CA Jacksonville FL Tallahassee FL
Jan 25-27 Feb 1-3 Feb 15-17 Feb 22- 24 Mar 1-3 Mar 22-24 May 17-19 *Subject to change
TO REGISTER call 866.779.2880 or go to evolvinghair.com for more information
Tricks of the Trade
How to track your client’s progress with great before-and-after photos.
P
hotography has become an important tool in managing patients with hair loss. The ability to photographically document a patient’s condition and monitor change is especially useful in recording the subtle changes typically associated with hair loss and restoration for both clinical and marketing purposes. Patients often cannot accurately assess their progress. Because they see their hair daily, subtle changes are very difficult to identify. The eye and brain tend to automatically integrate changes to the body; it usually takes an independent observer and photographic evidence as reference in order for patients to fully understand these changes. Photos of the scalp are relevant because they represent an accurate record of the patient’s cosmetic condition. Capturing great before and after photos requires great care to capture precise documentation of the change, or lack of change, in scalp coverage. Several parameters factor into a consistent record throughout the documentation process, including the patient’s hair and a number of ambient conditions.
Condition of the Hair Clean, dry hair prepared in precisely the same manner is an important requirement. If possible, the patient should be advised to maintain the same hairstyle and hair color to further control potentially misleading variables. This is especially important in patients with curly hair, since small changes in hair length may have a dramatic effect on the perception of scalp coverage.
Ambient Conditions
For the vertex view, the hair should be combed out like the spokes of a wheel. For the top scalp view, the hair should be center parted. In the frontal and temporal views, the hair should be pulled back to expose the hairline. Depending on the coarseness, length, style of the hair and view, combing can be quite challenging and time consuming. This is especially true concerning the center part for the top scalp view. When photographing patients with alopecia areata, the use of hair clips can help expose the effected scalp.
One should use the same background such as a drape or felt paper on a wall. A flash should never be used and lightThe most valuable views for assessing ing conditions should not vary, so a male pattern hair loss are the vertex consistent location, away from windows, Taking Before & After Photos and top scalp view. For female pattern should be used for optimal effect. Cam- Taking Before & After Photos hair loss, the top scalp view presents era angles should not vary. Ideally, a is important to take beforeside and after the mostIt value. Additional andphotos when tracking th dedicated area (a location behind a door To to help you achieve and consistent photos we Ittreatments. is important take before andclear after photos when tracking th back views may be useful when assessfrequently serves as a convenient area) guidelines toTofollow below: treatments. help you achieve clear and consistent photos we ing other hair loss conditions. and a camera tripod will help maintain guidelines to follow below: For before-and-after photo best results: consistency across ambient conditions. One should always inphoto maximize theand camera angle for all pho • Maintain consistency positioning, lighting For before-and-after best results: •of Absolutely do notinformation useinthe camera’s fllighting ashrecorded amount clinical • Maintain consistency positioning, and camera angle for all pho Consistent Views Avoid fluorescent lighting •• Absolutely do not use the camera’s flash should on the image. The photographer For both men and women pattern Set thefluorescent to lighting autofocus •• Avoid always use thecamera highest magnification hair loss, a minimum of 2 or 3 global No selfi – enlist help of another as camera person •• Set the es camera to the autofocus and pixel density possible, while still Recommended views are recommended: the vertex, •• No selfies – enlistshots the help of another as camera person obtaining- Frontal a global view –view. lean head forward and shoot from the front • Recommended shots top scalp, and frontal view.
- Rear view – lean head backward and shoot from the back - Frontal view – lean head forward and shoot from the front • -Check all photos forhead clarity and focus before the photo session Rear view – lean backward and shootconcluding from the back
For best results:
Setting-Up the Photo:
• Maintain consistency in positioning, lighting and camera angle for all photos • Absolutely do not use the camera’s flash • Avoid fluorescent lighting • Set the camera to autofocus • No selfies! Enlist the help of another as camera person • Frontal view: Lean head forward and shoot from the front • Rear view: Lean head backward and shoot from the back • Check all photos for clarity and focus before concluding the photo session • Hair should be styled in the same condition for each photo session, clean and dried.
1. Make sure you are in a well lit room. 2. Always use the same lighting for every shot, whether incandescent, uorescent, etc. 3. Always position yourself in front of a white background (or as simple background as you have) 4. Always use the same background in every photo 5. Try to wear the same attire for every shot for consistency
Hair should be styled in theand same condition each photo clean •• Check all photos for clarity focus before for concluding thesession, photo session • Hair should be styled in the same condition for each photo session, clean
Set-Up
Setting-Up the
Set-Up
1/ Make surethe yo Setting-Up
2/ Make Always useyo th 1/ sure incandescen 2/ Always use th 3/ Always positi incandescen (or as simple 3/ Always positi 4/ (or Always use th as simple
5/ Try and use wearth 4/ Always consistency. 5/ Try and wear consistency.
Fig. #1 Fig. #1
Taking the Photo
Taking the Photo:
Taking the Pho
Taking the Photo18” 18”
1. Hold the camera roughly 18 inches away from the head (or close enough to capture the entire scalp and face). 2. Angle the lens at a 45 degree angle from the scalp. 3. Take the photo.
450 450
Camera View Camera View
Fig. #2
Special Thanks to Theradome for providing the content for this series.
Fig. #2
The Link Issue 12, Winter 2014 35
6/ Hold the the cam Taking Pho (or close eno 6/ Hold the cam 7/ Angle theeno len (or close
8/ Angle Take the 7/ thepho len
8/ Take the pho