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Scalp Perspectives educator guide

Scalp Perspectives | Educator Guide | 2/2017 1 Please recycle. ©Aveda Corp., Minneapolis, MN 55449-7106 USA 800.328.0849 / 763.951.6999 avedaeducation.com

The purpose of this module is to teach Aveda team members scalp and hair physiology; Aveda’s approach to scalp care; scalp consultation and conditions; and Aveda’s newest high-performance scalp care system.

During this module, participants will learn: • Hair and scalp physiology • Aveda’s approach to scalp care • How to conduct an effective scalp consultation • How to identify scalp conditions • How to make appropriate product recommendations with a focus on scalp

2 hours, 30 minutes

5 or more, depending on space

None


Module-Specific Supplies • Scalp Perspectives Educator Guide • Scalp Perspectives PowerPoint Presentation • Aveda Product and Technical Tools

o Pramāsana™ Exfoliating Brush o Pramāsana™ Purifying Scalp Cleanser o Pramāsana™ Protective Scalp Concentrate

• Aramo Smart Navigator (ASNII-202) Scalp Camera (1 for educator) Room-Specific Supplies NOTE: If the following supplies are unavailable, print the Scalp Perspectives PowerPoint Presentation for participants. • LCD Projector and Screen • Computer/Laptop • Speakers • Wireless Clicker/Pointer

Participant Table Supplies • Ball Point Pens (1 per participant) • Highlighters (1 per participant) • Blank Paper (3–6 sheets per participant) Collateral and Handouts • Scalp Care Positioning Chart (1 per participant, printed in color) • Scalp to SoulSM Cross-Domain Selling Chart (1 per participant, printed in color) • Scalp Camera How-to Stay & Play (1 per participant, printed in color) • Pramāsana™ Stay & Play (1 per participant, printed in color) • Pramāsana™ Stay & Play Agenda (1 for educator) • Pramāsana™ Product Experiences (1 per participant, printed in color) • Scalp to SoulSM Consultation Tool (1 per 2 participants) • OPTIONAL: Scalp Perspectives PowerPoint Presentation (1 per participant,

printed in color 6 slides per page)


• Create a training area around the community table or other area in the EC. • Place the handouts, a highlighter and a pen on each participant chair. • If using the PowerPoint presentation, set up all A/V equipment, and check to make

sure it is working properly.

• Review the Global Education & Events Standards guide to ensure Aveda’s global

training standards are being met. Use the Program Set-Up Checklist in the Appendix as your guide.

• Prepare mission and wellness activities for the beginning of the training. • Read through this educator guide, and make sure you are comfortable with all the

information and activities. • Review Pramāsana™ product knowledge, Stay & Play and Product Experiences. • Review Scalp Camera How To Stay & Play. • Play upbeat music as participants arrive, if possible.


5 minutes Welcome and Introduction 10 minutes Hair and Scalp Physiology 10 minutes Aveda’s Approach to Scalp Care 10 minutes How to Conduct a Consultation 20 minutes Scalp Conditions 20 minutes Pramāsana™ Stay & Play 15 minutes Pramāsana™ Product Experiences 30 minutes Practice Scenarios and Transitions 30 minutes Scalp Guest Practice 5 minutes Debrief and Conclusion


WELCOME AND INTRODUCTION

Welcome participants to the training. Introduce yourself, and share housekeeping information. Ask all the participants to share their name, location and role.

Perform a mission activity of your choice.

Perform a wellness activity of your choice.



Do you ever have your tarot cards read, visit a psychic or follow your daily horoscope? If yes, why do you do this? Listen for: It helps me understand things that aren’t obvious to me, helps me see the unknown or unseen. That’s right. Many people are interested in things they can’t see, like the examples we just mentioned. Believe it or not, we have the ability to see the hidden condition of the scalp using tools like the scalp camera or manual scalp analysis (for locations without a camera) and by asking powerful questions.



Today we’re going to focus on learning Aveda’s approach to scalp. The launch of the scalp category provides us the opportunity to refresh our knowledge of the scalp and to learn new ways to educate guests to care for their scalp. Let’s review our learning objectives for the day. • Hair and scalp physiology • Aveda’s approach to scalp care • How to conduct an effective scalp

consultation • How to identify scalp conditions • How to make appropriate product

recommendations with a focus on scalp


HAIR AND SCALP PHYSIOLOGY

The combination of an effective scalp analysis, along with understanding scalp physiology, helps enhance our professional authority. Although scalp physiology is not information you’re likely to share with guests, it helps you understand what constitutes a healthy and balanced scalp. Let’s take a look at the structure of the hair and scalp. The image on the slide shows the physiology of a hair strand. Review the following: • Epidermis: The layer of the scalp seen with

the human eye • Hair shaft: The hair that protrudes from the

skin and emerges from the follicle • Papilla: The blood and nerve supply that

provide nutrients for hair growth • Sebaceous gland: Connected to hair

follicles; secrete a fatty or oily substance called sebum


HAIR AND SCALP PHYSIOLOGY

The function of the sebaceous gland provides lubrication to the hair and scalp. It can be underactive, which results in a drying effect, or it can be overactive, which results in an overproduction of sebum. The sebaceous glands also: • Provide lubrication to the scalp and softness

to the hair • Protect the skin from friction • Reduce water loss from the skin’s surface


AVEDA’S APPROACH TO SCALP CARE

Why is it important to care for the scalp? The foundation to beautiful hair is a healthy scalp. A healthy scalp is a clean scalp. The tagline for the Pramāsana™ launch is: Cleanse your scalp. Shampoo is for hair. Your scalp needs to be cared for like skin—because it is. To properly care for your scalp, you need to cleanse it as you do your face. Then balance to help maintain and protect that purity.



An article in the Wall Street Journal stated: “Any issue you have with your hair—volume, texture, shine—starts from the scalp," explained Dr. Dennis Gross, a Manhattan-based dermatologist. “Before you have external hair, you have hair inside the scalp, being manufactured by the hair follicle. Treating the scalp with anti-aging ingredients allows us to correct the issues within the scalp to get a better end product.”* Aveda believes that scalp care is critically important when it comes to having beautiful hair. Pramāsana™ was developed around the notion that a clean scalp is the key to a healthy scalp and beautiful hair. A healthy scalp goes beyond cleaning, which is why Pramāsana™ has products that address the scalp holistically. *The Wall Street Journal, October 2013



In our extensive research, we have found several factors that can affect scalp health. Let’s take a look at the relationship between sebum level and the microbiome, and how it affects healthy scalp and hair. The skin microbiome, comprised of fungal, bacterial and viral microbes, play a role in both disease states (such as acne and dandruff) and in health. A significant number of these microbes are dependent upon oils that the body produces, such as sebum on the scalp. If the balance of sebum and microbes becomes disturbed or impacted by a build-up of pollutants and other irritants, it can lead to itchy, irritated or flaky scalp and can also impact the scalp barrier’s integrity. Not only can this itching lead to hair damage, a sebum imbalance can also lead to dull, luster-less hair.



Typically, sebum and dead skin is sloughed from skin, but the presence of hair makes this process more difficult. So an individual may resort to excessive washing to remove the debris that is not sloughed off the scalp. Washing too aggressively may lead to the removal of the protective scalp barrier and excess stripping of hair oils, leaving the hair and scalp feeling dry and more susceptible to further damage. On the other hand, washing too infrequently may lead to excessive build-up of sebum, microbes and their irritating byproducts. Hair with too much sebum looks dull, limp, and is difficult to style.

We now have a much better understanding of why it is so important to care for the scalp. Aveda has taken this information to create a high-performance scalp care system, which helps balance sebum levels and the microbiome, while strengthening the protective barrier to help defend from pollution and free-radical damage. Let’s look at how we might use this knowledge while conducting a scalp consultation with guests.


HOW TO CONDUCT A CONSULTATION

For instant guests, the consultation begins with a few basic questions about the condition of their scalp. This brief series of questions will help you determine the possible cause of any scalp issues. The scalp analysis, performed with the scalp camera or manually, will further support your findings.



Ask: “What challenges, if any, have you noticed with your scalp?” Guests might not see any apparent challenges, as we have just learned. Hair can make it difficult for the guest to see scalp challenges. Ask: “Are there times when you experience an itchy or flaky scalp/hair appears dull or lacks luster?” This might be a seasonal concern for guests. When it gets cold in the winter, we crank up the heat in our homes and cars. More often than not, guests find that they have an itchy or dry condition on their body and scalp. Ask: “How often do you shampoo your hair?” If the guest shampoos more than once a day (potentially in the morning and after working out), this excessive washing could lead to the removal of the protective scalp barrier, stripping the hair and scalp of needed oils. If the guest is not shampooing often enough, this could lead to excessive build-up of sebum, which could also result in irritation of the scalp or lackluster hair.



After this series of questions, offer to perform a scalp analysis to help determine the condition and recommend product. Let’s talk about the scalp analysis. The scalp analysis helps determine if the guest’s scalp condition is normal, dry, red/irritated, oily or thinning. We have two ways to offer an analysis: instant (2–5 minutes) or elite (five minutes or more). For instant guests, ask the questions we just discussed while standing in domain. Time permitting, you can also take a picture of their scalp or perform a manual analysis. If the scalp camera is unavailable, you’ll have to rely on the manual scalp analysis. Ask for a volunteer to come to the front of the training area, and demonstrate the manual scalp analysis: 1. Part the hair at the crown with a comb to

move the hair out of the way and expose the scalp.

2. Rub the scalp gently, and look for signs of flakiness, irritation or oil.

3. Repeat steps 1 and 2 behind the ear and at the nape of the neck.

For elite guests, perform the complete Scalp to SoulSM Consultation, with the Scalp to SoulSM Consultation Tool.

If necessary, review how to use the Scalp to SoulSM Consultation Tool. If you are training a location that does not know how to use the scalp camera, teach them how using the Scalp Camera Stay & Play. If the location currently uses the scalp camera, emphasize that it is important that all team members know how to perform a manual analysis for times when the scalp camera is unavailable.



Before performing the scalp analysis whether with the scalp camera or manually, it is important to introduce the process so the guest knows what information the analysis will provide. The scalp analysis provides the information you need to recommend the right products and choose a customized product to use during the Stress-Relieving Scalp and Shoulders Ritual.


SCALP CONDITIONS

At this time, it is important for us to review the scalp conditions. Direct participants to the Scalp Care Positioning Chart. The Scalp Care Positioning Chart, where you can see the various scalp conditions and product recommendations for those conditions that will help care for the scalp.

We have updated the Scalp to SoulSM Cross-Domain Selling Chart as seen here. There is now a strong focus on scalp.


SCALP CONDITIONS

A healthy scalp is part of healthy-looking hair, so let’s identify the characteristics of a normal scalp, which is magnified on the slide. A normal scalp is free from any debris caused by flaking or dryness and has clear pores. The color of the skin on the scalp is almost translucent and has a cool blue tone. In this instance, we would have identified that the guest has a normal scalp during the consultation, and the camera would confirm our assessment. See the Scalp Care Positioning Chart for product recommendations.

The most common scalp condition is a dry scalp. A dry scalp is identified by visible dry patches on the scalp or small, dust-like flakes that fall easily from the hair. See the Scalp Care Positioning Chart for product recommendations.


SCALP CONDITIONS

The most common mistake when analyzing scalp condition is to confuse dry and dandruff scalp conditions. Let’s look at the dandruff scalp condition and learn how to differentiate it from a dry scalp condition. A key characteristic of dandruff is visible debris on the scalp and a build-up of large skin cells on the skin’s surface. Dandruff can appear dry (thick, grey cells) or oily (thick, yellowish cells). See the Scalp Care Positioning Chart for product recommendations.


SCALP CONDITIONS

Another common scalp condition is a red/irritated scalp. This condition can be isolated, so it is important to check various areas on the guest’s scalp to ensure you don’t miss any redness or irritation. This is why we always ask about their scalp before performing the analysis. If the guest has any red/irritated areas, we can use the camera wisely and avoid missing any areas of concern. Identifying a red/irritated scalp is fairly straightforward because you are primarily looking for areas of redness. Keep in mind that the skin might also appear irritated and flaky. See the Scalp Care Positioning Chart for product recommendations.


SCALP CONDITIONS

Let’s move on to an oily scalp condition, which has excess sebum on the scalp and hair caused by overactive sebaceous glands. As teenagers go through hormonal changes, they might notice a change in oil production on their hair and skin or experience acne and oily hair. Overusing hair care products or not rinsing them properly can also make the hair and scalp appear oily. Asking the guest about their hair care habits during the consultation can help you identify if oily hair is a true condition or a result of using the wrong products. A great tip to share with guests: Tell them to wash their hair with tepid water and use gentle massage movements with the pads of their fingers. Hot water and vigorous massage can overstimulate the sebaceous glands and create more oil on the hair and scalp. See the Scalp Care Positioning Chart for product recommendations.


SCALP CONDITIONS

Finally, let’s discuss a thinning scalp condition, which can be a sensitive subject for guests. Some people can be embarrassed or ashamed of thinning hair, so it is important to gently address this concern with respect and care for the guest. Thinning hair can be isolated or present over the entire scalp. The hair is often fine with sparse density and, in some cases, the scalp may have blocked pores.


PRAMĀSANA™ STAY & PLAY

Before we put this information to use by looking at a few scenarios, it is important you have what you need to make the best possible product recommendation. Direct participants to the Pramāsana™ Stay & Play. Deliver the Stay & Play, following the Pramāsana™ Stay & Play Agenda. NOTE: Five PowerPoint slides to follow highlight the information in the Pramāsana™ Stay & Play.



Review the Pramāsana™ Stay & Play.



PRAMĀSANA™ PRODUCT EXPERIENCES

Our guests have grown to appreciate product experience. The launch of Pramāsana™ is no different. Direct participants to the Pramāsana™ Product Experiences handouts. Show the Instant and Elite Awakening Scalp Experience videos.


PRACTICE SCENARIOS

Now that you have the information necessary to conduct a consultation, scalp analysis and product recommendation, let’s look at a few scenarios. For each scenario, instruct participants to work alone or in pairs to identify the scalp condition, make a product recommendation and create a script to deliver the information to the guest.


PRACTICE SCENARIOS

Scenario #1: In the scalp analysis, you noticed small, dust-like flakes on the scalp, and the hair lacks moisture. Give participants a few minutes to identify the scalp condition, make a product recommendation and create a script to deliver the information to the guest, and then ask for volunteers to share their answers and scripts,


PRACTICE SCENARIOS

Review the answers to the first scenario: • Scalp condition: Dry • Product recommendation: o Pramāsana™ Exfoliating Scalp Brush o Pramāsana™ Purifying Scalp Cleanser o Pramāsana™ Scalp Concentrate o Dry Remedy™ Shampoo and Conditioner

• Script: “Earlier, you expressed concerns about dryness and itchiness. Let’s take a brief look together at what we captured. (Show the scalp camera image.) As you can see, there is dryness present on the scalp, which can result in the itchiness you described. I would like to show you some ways to help alleviate this concern.”


PRACTICE SCENARIOS

Scenario #2 In the scalp analysis, you noticed areas of congestion or blocked pores. Hair is fine and density is sparse.


PRACTICE SCENARIOS

Review the answers to the second scenario:

• Scalp Condition: Thinning • Product Recommendation:

o Pramāsana™ Exfoliating Scalp Brush o Pramāsana™ Purifying Scalp Cleanser o Invati™ or Invati Men™

• Script: “Based on the scalp analysis results and the fact that you shared your main concern is thinning, I recommend using the Pramāsana™ Exfoliating Scalp Brush as part of your daily routine. Start when the hair is dry, before shampooing. Brush the scalp for a minute or two to remove build-up and impurities. Next, apply Pramāsana™ Purifying Scalp Cleanser to remove pollution and instantly balance sebum levels. Then follow with the Invati™/Invati Men™ system as recommended.”


PRACTICE SCENARIOS

Scenario #3: In the scalp analysis, you noticed the skin appears oily. Hair is color-treated.


PRACTICE SCENARIOS

Review the answers to the third scenario:

• Scalp Condition: Oily • Product Recommendation:

o Pramāsana™ Exfoliating Scalp Brush o Pramāsana™ Purifying Scalp Cleanser o Pramāsana™ Protective Scalp

Concentrate o Color Conserve™ Shampoo and

Conditioner • Script: “Earlier you expressed concerns

about an oily scalp condition. (Show the scalp camera image.) I would like to discuss a few options that can help you alleviate this condition. (Explain how to use the system.)”


PRACTICE SCENARIOS

I think it’s important we look at a few skin care examples. It can sometimes be difficult to transition from skin to scalp (even though scalp is an extension of the skin on the face). There are conditions or issues that a guest might notice on their face that just don’t translate to scalp. Let’s review how to transition from a more challenging skin care situation to a discussion about scalp care.


PRACTICE SCENARIOS

Skin Care Transition #1: This guest has normal skin with little or no concerns about condition. How would you transition this guest from skin to scalp in a way that feels natural, as this person has no real concerns? Give participants a few minutes to think of a transition, and then ask for volunteers to share. Offer this transition: “Although the skin of your face appears normal, I would like to take a moment to analyze your scalp. Many times, scalp issues go undetected, as it is hard to see what is going on because of our hair. If you have time, I would like to use our scalp camera to assess.” If the scalp analysis comes back normal, you might ask the guest for information that will help determine whether there are seasonal issues. You could ask: “Do you ever experience dryness or itchiness a certain times of the year?” If the guest says yes, recommend Pramāsana™ Purifying Scalp Cleanser. You could say: “This product gently cleanses and purifies the scalp, creating the optimal foundation for beautiful hair.”


PRACTICE SCENARIOS

Skin Care Transition #2: This guest is concerned with dark spots and/or wrinkles but isn't as concerned with a dry skin condition. How would you transition this guest from skin to scalp in a way that feels meaningful and respectful of the conversation? Be careful not to sound like a salesperson. Focus on actual needs. Give participants a few minutes to think of a transition, and then ask for volunteers to share. Offer this transition: “Although dark spots and wrinkles do not translate to scalp, there can still be underlying conditions that we just don’t see. The hair makes it difficult to notice.” Ask the guest a few scalp consultation questions: • “What challenges, if any, have you noticed

with your scalp?” Dryness or itchiness wasn’t a concern for this guest’s skin, but it might come up regarding scalp.

• “Are there times that you experience an itchy or flaky scalp or hair lacks luster?” This opens up a deeper conversation in the guest’s hair care routine.

continued >


PRACTICE SCENARIOS

(continued from previous page) • “How often do you shampoo your hair?”

This can be a big contributor: Shampooing hair too much might lead to the removal of the protective scalp barrier and strip away necessary oils, which can result in a dry, itchy feeling. On the other hand, not shampooing enough might cause sebum build-up, which makes hair dull, limp and difficult to style.

If one or more of these conditions exist, use the Scalp Care Positioning Chart to make the right product recommendation. The product that best suits the needs of the guest might be Pramāsana™ Purifying Scalp Cleanser.


PRACTICE SCENARIOS

Skin Care Transition #3: This guest uses very little in their skin care routine (cleanser and moisturizer) and has expressed that they don't want to use or buy a whole array of products. How would you transition to the scalp camera while honoring their wishes and not feeling "pushy"? Give participants a few minutes to think of a transition, and then ask for volunteers to share. Offer this transition: If the guest doesn’t want to use a whole bunch of products, you could ask: “Have you heard about Pramāsana™? It is the newest addition to Aveda. This system focuses on the health of your scalp and hair. Do you have a few minutes for me to tell you about this?” If the guest says no, do not continue to pursue. The guest is not interested (or doesn’t have time). If the guest says yes, find out how much time they have to spend with you, and perform the Instant or Elite Awakening Scalp Experience.


PRACTICE SCENARIOS

This last transition doesn’t focus on the skin on the face, but the skin of the scalp. Can we recommend Pramāsana™ to a current user of Invati™? Skin/Scalp Care Transition #4 A current Invati™ user asks about Pramāsana™. What might you suggest to this guest? Give participants a few minutes to think of a transition, and then ask for volunteers to share. We are not promoting or actively recommending/selling Pramāsana™ to Invati™ guests. The first and most important priority for an Invati™ user is to use the system as directed. We currently have system adherence challenges, and we don’t want to recommend an additional step that could potentially disrupt the recommended system usage. If an existing guest asks about Pramāsana™, you may recommend the Exfoliating Scalp Brush and/or Purifying Scalp Cleanser. Invati™ guests can use the two products before every shampoo.

continued >


PRACTICE SCENARIOS

(continued from previous page) Offer this transition: “Because you’re interested in learning more about Pramāsana™, let me walk you through how you can add incorporate it into your daily Invati™ routine. Begin by exfoliating your scalp with the Pramāsana™ Exfoliating Scalp Brush, which will help loosen build-up and impurities. Next, cleanse your scalp with Pramāsana™ Purifying Scalp Cleanser to remove pollution, instantly balance sebum levels and create the foundation for beautiful hair. Follow with Invati™ Exfoliating Shampoo, rinse and follow with Invati™ Thickening Conditioner. “I do not recommend using Pramāsana™ Protective Scalp Concentrate, as it can interfere with the benefits of Invati™ Scalp Revitalizer.”


SCALP GUEST PRACTICE

Now it’s time to put everything we learned together. Perform the Scalp Guest Practice activity: • Instruct participants to find a partner. • Instruct participants to conduct the Scalp to

SoulSM Consultation on their partner. This includes performing a manual scalp analysis or using the scalp camera, and making product recommendations based on their partner’s responses, the scalp analysis results and the Scalp Care Positioning Chart.

• One partner will perform an Elite Scalp to SoulSM Experience, the other will perform an Instant Scalp to SoulSM Experience.

• Give participants 5 minutes to complete the activity.

• Debrief the activity by asking the following questions: o How did the scalp analysis results change

the way you made product recommendations?

o How did you feel using the Scalp Care Positioning Chart to make product recommendations?


DEBRIEF AND CONCLUSION

Does anyone have any questions about anything we learned today? Answer any questions. Ask all the participants to share two things they will take away from this module. Thank you for joining me today. I hope you feel you have the tools needed to analyze the scalp and recommend products with confidence.

scalp perspectives - squarespace · pdf file• prepare mission and wellness activities for...

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