DECEMBER 2016

UPmanExtra! Extra!ADD-ON GROOMING SERVICES THAT KEEP MEN HAPPY T.J. DeMarco giving a client a

classic straight razor shave.

Aveda Botanical Kinetics let’s barbers address men’s specific skincare needs.

AVEDA MEN Pure-Formance Shave Cream preps the skin for a close, comfortable shave and is infused with Aveda’s Pure-Fume aroma of spearmint, vetiver and lavender.

WAHL Hot Lather Machine heats up in less than 50 minutes and makes rich, warm shaving lather for a spa-like experience.

PAUL MITCHELL Tea Tree Shave Gel awakens the senses with a combination of tea tree oil, peppermint and lavender. The rich foam cools the skin and helps provide an extra close shave.

ANDIS RAZR Pro Lather Machine creates hot, thick lather that softens even super coarse beards, and the machine heats up in 15 minutes.

AMERICAN CREW Moisturizing Shave Cream is packed with powerful antioxidants, soothing aloe and healing avocado oil, ensuring easy razor glide and hydration.

IT ISN’T JUST WOMEN that like to be pampered at the salon. Men also enjoy extra-special touches at the barbershop. We talked T.J. DeMarco, Aveda Men’s Education Team Member and head

barber at Franco’s Barber Shop at Rizzieri Salon in Moorestown, NJ. Here he highlights the add-on services that make male clients come back for more.

Q What add-on treatment would you say men are requesting the most? Why is this treatment so popular?

A We’re seeing a big increase in straight razor shave requests. When a client treats himself to a straight razor shave service, a regular soap and water shave won’t cut it anymore. It’s because we’re taking something that’s normally a chore, and turning it into a luxury experience. Straight razor shaving is a lost art that we’re bringing back. During our 45-minute service I use three hot towels, followed by two ice-cold towels and two full passes on the face for the ultimate shave experience.

Q How has the straight razor shave evolved?

A One of the biggest ways the straight razor shave has evolved is that we treat the skin before the service. With the evolution of men’s skincare products, barbers can address specific skin concerns for optimal shave results. Before a shave service, I treat the skin with Aveda Botanical Kinetics products that suit the client’s skin type. Another huge difference is the tools we use.

For health and sanitation reasons, we no longer use a solid metal straight razor. Instead I use an injectable blade razor, which lets you use a fresh blade on each side of the face, creating a supersmooth shave all around.

Q What techniques do you use for facial grooming?

A Grooming facial hair can be tricky. There are a million ways to mess it up. When consulting with your guests, keep in mind the length, the shape and the lines—be it sharp or natural. Try to get an idea of what look fits your client’s lifestyle. Use visual aids if necessary. I keep a Pinterest board of facial hair looks to show unsure guests. I also use an old barber trick from my uncle, who has been a barber for over 50 years. After you lather up the face, use the tang of the razor to draw a line into the lather, creating the desired shape and a guideline.

Q Are their any interesting “special extras” that guys particularly love?

A Guys love samples. If you demonstrate how they work, you’ll always get them excited. Also, a detailed consultation, paying particular attention to their scalp, makes men happy. We use a special camera to get a close up image of the scalp. As barbers we need to pay attention to a man’s scalp. If your guest comes in and he has a dandruff problem, it’s your job to address it. If you see parts of the scalp opening up because of thinning hair, it’s great to be able to offer your guests a solution.

A FEW OTHER PROFESSIONAL SHAVING PRODUCTS TO TRY…

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betterBUSINESS

80 americansalon.com December 2016

UNABLE TO FIND QUALITY eyelash extensions in Los Angeles that suited her face shape, Tirzah Shirai opened BlinkBar—now one of the fastest growing beauty service businesses in the country, with a 74 percent retention rate. With three locations in California, BlinkBar is set to open more stores in 2017—including a location in New York—to accommodate the growing demand for lash extensions. Shirai claims that her technique and training are what set the business apart from others. “You can get certified to be a tech elsewhere in six hours,” she says. “We have a three-month boot camp where our highly skilled techs are taught every single facet of sizing, styling, and application.” The menu includes a signature selection of silk, mink, and 100 percent Siberian mink lashes that clients can’t get enough of. “Starbucks is a great example of a brand we could trust and consistency we can count on,” says Shirai. “We aim to be that for eyelashes.”—K.K.

BLINK OF AN

EYE

Featured Attractions An extensive redesign and a unique swipe-able card layout make everything on the Matrix Professional mobile app menu easier and more accessible. Product cards provide in-depth info on every product within the Matrix portfolio, personal Black Books for clients save all of their data including color formulas and history, a distributor locator taps into a user’s geo-location to identify the closest Matrix distributor, and an expanded techniques section offers a full library of cuts, colors and styles along with easy-to-follow how-tos.

Why You’ll Love It An impactful new design, heightened functionality, enhanced features and an expandable menu of options make this the ultimate support system on-the-go. And the Virtual Makeover Tool allows stylists to have clients try on colors, cuts and styles right in the chair. Users can register through social media networks—Facebook, Google or Twitter—and existing users can simply update their account details from MatrixProfessional.com.—M.S.

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THERE’S AN APP FOR THAT

Wahl Professional Educator Tracey Nugent explains how to raise prices in the salon without scaring away clients.

RAISING THE BAR

PRICE INCREASES CAN BE a sore subject, unless you implement them correctly. Tracey Nugent, Education Specialist for Wahl Men’s Method, always posts expiration dates on her price menu at the front desk and recommends raising them every 6, 12, or 18 months. She also updates clients when furthering her industry education to show that she’s on top of her game. “I recommend new styles to clients when they are in the chair,” says Nugent. “It shows how I am able to share my progress and knowledge to benefit them, justifying my price increases.” Depending on the economy and current pricing, Nugent increases haircut prices by one to three dollars, and chemical services by three to five dollars. When a client can no longer afford her services, Nugent will refer them to someone who can meet their needs within their budget, which is key to maintaining and building industry relationships. “To be successful in today’s industry, you must view yourself as a business,” says Nugent. “Cost of goods to do business does increase. If you don’t take this into consideration, your business will not reach its maximum potential.”—K.K.

MATRIX PROFESSIONAL

BlinkBar offers 300 different types of customizable, Parisian-inspired eyelash extensions.

REAL STORIES

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AliciaHumphrey-Burnett

COLORPROOF Announces New HiresColorProof has announced Alicia Humphrey-Burnett as International Sales Director and Kelly Beam as Vice President of Marketing. Burnett will be responsible for international expansion and growing distribution abroad. Beam will oversee the marketing department and spearhead ColorProof’s overall branding initiatives, campaigns and launches while managing public relations and social media efforts.

Forty-nine educators from around the world came together for a special educational event by Sunlights Balayage in Atlanta, GA. During the three-day Train The Trainer 2.0 event, attendees focused on camaraderie, education and friendship, while honing their professional skills as Sunlights educators and brand ambassadors. To celebrate the educators, Candy Shaw, aka “The Balay Lama,” hosted a White Party and was surprised by her husband with a live llama at the event.

The Wahl Museum pays homage to the history of barbering.

WAHL PROFESSIONAL

Unveils New MuseumTo celebrate their upcoming 100-year anniversary, Wahl Professional opened the Wahl Global Headquarters Museum in Sterling, IL. The vintage-inspired museum pays homage to Wahl’s barbering history and highlights all the products they have created. “The exhibits remind us of all the experiments we at Wahl have tried, and motivate us to go further,” says Lance Wahl, Global VP Professional Products.

SOLA SALON STUDIOS hosted its third Sola Sessions event this year in Newport Beach, CA, increasing the number of attendees and expanding educational opportunities into nail, makeup and skin care. The event featured a prominent lineup of panelists and presenters, including DJ Muldoon of theFactory, Nina Kovner of Passion Squared and Carmody Homan and Justin Isaac from Redken. Dermalogica also provided additional education on the Side Sessions stage.

From left: Ben Jones (CEO of Sola Salon Studios); Jennie Wolff (Vice President of Marketing and Stylist Programs, Sola Salon Studios); Stratton Smith (Co-founder of Sola Salon Studios); Kim Bennett Horvath (Director of Education, Sola Salon Studios); Kelly Ehlers (President/Founder of Ideas That Evoke); Ross Boettcher (PR Manager, Ideas That Evoke)

SOLA SALON STUDIOS

BRINGS TOGETHER INDUSTRY LEADERS

SUNLIGHTS BALAYAGE

Hosts Education Event

Candy Shaw and her family