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from KeraStraight official website:
Here at KeraStraight, we are fortunate enough to work with some truly talented stylists and fantastic figures in the industry. Each month we’ll be featuring one of our KeraStraight stars, to show our appreciation to them and highlight their talents to you.
From her Mother’s salon to touring Europe with some of the world’s leading hair brands, Kathryn is a hair industry force to be reckoned with. It is people like Kathryn who we not only respect but are also responsible for the education of so many fantastic experts out there. That’s why we reached out to her really get to grips with what it takes to be an educator, how she came to be in her current position, and how she came to find KeraStraight.
You’ve got such a wealth of experience in the industry, tell us a little about your journey
It all started being trained by my Mum. After 15 years of hairdressing working on the shop floor, I got to the point where I thought either I needed to change my career or have a baby. I went for the career, and to take on trainees in the salon my Mum and I undertook an internal and external assessors award and teaching course. I also studied advanced science of hairdressing, and together this gave me a really great scientific foundation of knowledge — I’m a bit of geek. With my NVQ and degree I thought, hang on a minute I’m not using all of these qualifications, I wanted to do some form of education. For me, that lightbulb moment when someone just ‘get’s it’ is something which I wanted to help people achieve on a daily basis.
Throughout my career, I’ve worked with some of the world’s leading hair brands such as Fudge, Shiseido and Joico, and Zotos. Doing a mix of educating other professionals, other educators, and show work meant that I was fortunate enough to travel all over Europe — which was fantastic. However, I got to a point where I wanted to be at home more, for my and my husband’s sake. On my return, I was approached by Salon Promotions, of which I am now Director of Education.
Wow, that sounds incredible! Now you’re the Director of Education at Salon Promotions, what does your day-to-day job usually consist of?
It really depends, it’s always varied! So we have lots of different current accounts and are always on the lookout for new ones. I’ve just moved into a new position now, where I am mostly looking after key accounts and managing the other educators working to help grow through education. So we do ½ day sessions of theory or practical on our ambassador/experience days. Located in Yorkshire and Lancashire we allow the stylist a great opportunity to really see how the product works both in theory and in a practical sense. We feel that professionals really need to experience the products, as it’s all about trying to assist and grow the professionals’ knowledge as well as sell the brand.
So how did you come across KeraStraight?
My boss approached me and, honestly, I really wasn’t keen at first — I thought it was just another Brazilian Blowdry. But when I did my research and saw it was completely formaldehyde free I had to meet the team. Jez is just fantastic and really showed me the potential of the treatment. It’s nothing like a Brazilian blow dry, the technology can mimic it but it doesn’t have the damaging aspects, so for me, it was an instant winner.
It’s really gone from strength to strength: people absolutely love it and want to get their hands on it. KeraStraight is a treatment that I know I will never have a problem with when I go into the salon. Despite it being very simple, there is such a difference between reading the instructions and receiving education. It’s the little things, like why a client should wear a cap, not just how to wear it, which can only come from my 30 years of experience in salons and the hair industry.
What makes a brand stand out to you?
For me, user friendliness is key. I look for brands which do what they say on the tin, and for salons, of course, it’s all about value for money. They want to build their business, so brands that want to help them achieve this always do well. Where KeraStraight is concerned, it’s so easy to use and so multifunctional because it can be used on all hair types. It doesn't demand a professional to down all tools or stop doing other work while they are applying it: you can always do a colour or cut in between development times, which really maximises the treatment’s value for money.
What KeraStraight secrets can you share?
To give a good KeraStraight it’s all about the preparation. It’s so important to make sure that the client is always 100% aware of what they’re actually having. A lot of people think KeraStraight will give you an iron finish, but that you have to create it with irons themselves. Explain to your client how it will benefit the hair in terms of strength and manageability rather than delivering an iron finish. The consultation is key: assessing whether their hair is porous or not will make all the difference. No matter how long you might have been styling someone's hair, this assessment phase is essential.
Also, aftercare is vitally important. Make sure your client takes away a shampoo and conditioner with them — you wouldn’t buy a TV without a guarantee and to me this is exactly the same. Including this and their first blow dry into the overall price will ensure that your work is being performed and will be maintained to the highest level.
What would you say the key benefits of KeraStraight are?
It’s the decreased blow dry time. If you’ve got a client that’s got naturally wavy and full hair they should have the KS full Ultimate service, it’s like putting the hair on a diet. The full treatment narrows the hair down and allows the stylist to have an easier work, preventing them from having to overheat it afterwards to try and flatten it. It’s also easier for the client to maintain, and when your client is your advertisement it’s the perfect solution. People don’t come every week for a blow dry so you need their hair to look like it’s salon ready every day.
And finally, what’s your personal favourite KeraStraight product?
I love the Protein Mask because you can sell it for all seasons. I am a client that doesn’t need the full ultimate system, but when I go on holiday I do get frizzy hair. So this is why the mask is fantastic, because it lets me keep my volume and gives me the ability to restrain the humidity build up that comes with foreign climates. With the mask, my hair looks fabulous from the day I go to the day I get back. It seems to give me that added protection against the heat.
Thanks so much for chatting to us Kathryn! We have loved working with you over the years, and cannot wait for many more to come.
Does Olaplex work? A case study from the Salon’s perspective
From Kim Kardashian’s showing off her new silver blonde using Olaplex, to extensive coverage in high end magazines such as Vogue, I think we can all reach the conclusion that Olaplex really works. It is a real game-changer. This is certainly great news for all users of Olaplex; we are all getting prettier hair. But how about for salons? How does it work out for them with this new ground-breaking product? We talked to one of our top clients, David Thomas:
David Thomas Hairdressing is a high-end hair salon in the centre of Preston in Lancashire. David shared with us his success story with Olaplex. The brand truly has helped his salon business in every way.
His story on Olaplex however was not a smooth one to start with. David has stocked the brand since Christmas last year, but he never had a chance to look into how to take advantage of the product properly. In May this year, David was determined to make a change. He introduced an innovative scheme for all his staff as an incentive to sell Olaplex. As well as commission earned by selling the product, staff also receive a bonus for each Olaplex service they provide.
Sales shot up 20% because of David’s well planned strategy. In addition, Olaplex treatments have actually saved a big chunk of cost on colour as well. Besides having more happy customers, the vibe and morale has changed completely for all the staff at the salon.
This is one of the very best examples of how Olaplex can bring changes to both customers and salons. With a proper strategy, everyone can enjoy the benefit of this game-changing product.
Neil Capstick, Managing Director of Salon Promotions, with more than 20 years of experience in the industry, says he has never seen a product like Olaplex. He is very proud to offer it to the North of England and is keen to share this success to all salons in the area.
As an ambitious salon owner, do you feel that you have been working around the clock but don’t know how to take your salon business to the next level? We all have a limited amount of time every day, what more can you do?
If these questions resonate with you, you are certainly not alone.
This guide is written by a digital marketing professional and the founder of Salon Promotions Ltd., who has been working in the hair industry for more than 20 years. They distil all their experience in both fields to help you take your salon business to the next level in just 5 steps.
1. A Flag On The Online World
If the only way people know about your salon is by walking past your shop, you definitely need to put a flag on the online world! First things first, register yourself with Google Business and Bing Places for Business. If you have a logo, put it on, don’t be shy to upload exterior and interior photos of your salon as well, maybe even photos of your latest works? Don’t forget to invite customers to drop you a review online.
The next thing you can think about is to setup a very simple website. There are many easy to use web design apps out there, completely free with many templates to choose from. You can build a very cool looking website in an hour!
The last thing is social media. It is the most effective way to communicate with customers, something you simply cannot miss out! Besides setting up a page on Facebook, Twitter, Instagram and Snapchat, have you joined your local business/leisure group? Have you signed yourself up to a professional group? Join the conversation with other businesses in the industry, get some ideas on how to mix and match different products to provide your unique service.
2. Tips On Communications – Social Media, Texts
Besides communicating with your customers in person, make sure you take the advantage of social media and text messages to reach out actively to your customers.
Design a competition and a promotion for an online exclusive offer to attract people to stay in touch. Make sure your social media account details are on your business/appointment card, explain to your customers the benefits of joining the group.
Don’t know how to use graphic design software to create beautiful post for social media? Check out the following free service; anyone can create a professional-looking layout in just a few clicks!
You may have been using texts already to send out appointment reminders, how about a birthday or seasonal message?
There are many awards out there for you to further boost your fame in the industry. Although many people think about the top of the range awards and can get discouraged by the scale of it, there are actually many great awards out there that you can certainly consider in a smaller scale or even awards in your area or the brands or service you provide. Don’t be frustrated if you don’t receive a prize in the first go; we don’t always have to aim at the highest level. Even being shortlisted or becoming one of the finalists is an achievement you can show off on your website, social media and google business.
Have you been taking advantages on all the seasonal promotion campaigns during the year? A special Valentines and Christmas promotion, an event to celebrate the anniversary of your salon or even the appointment of your new stylist are all great opportunities to start a conversation with your customers.
The most direct way to bring your salon to another level is undoubtedly adding another income channel by selling products.
With all your experience, you must have an arsenal of favourite haircare products. Why not share that with your clients? We are all searching desperately for that perfect hair product and we would love to hear from a professional like you for some ideas. Which shampoo repairs bleach-damaged hair the best, which hairspray provides the best volume? You must have the answer.
Use the shampoo, conditioner and finishing products during your clients’ appointments. After finishing the style, don’t forget to provide tips on what your clients should do at home. After all, the hairstyle you created for them is your intellectual property, you have a say in how to keep your work intact in between appointments!
These 5 points will definitely help your salon business. We would love to hear from you about how they work for you.
Want To Learn Even More?
Salon Promotions is a one-of-a-kind business in the industry. Our team of representatives, educators and account managers provide personal service to help you to grow your business. We are the official distributors for brands including Alterna, Cloud Nine, Olaplex, ikoo, Neäl & Wølf Kent.Salon, KeraStraight, Silky Colour, Nouvelle and Procare; brands that are carefully and exclusively selected for you.
To learn more, fill in the form here now.