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Meet Generation Z – The Next Wave of Salon Pros & Clients

While some are still struggling to figure out the Millennials, Generation Z is growing up behind the scenes. Is your salon ready to market to this new and emerging crowd, let alone to hire them? Born after the mid nineties, Gen Zers are very different than their Millennial counterparts. They are an upbeat and passionate group that wants to take an active role in their communities and their futures. Gen Zers are also independent, entrepreneurial and resourceful, courtesy of growing up during a recession. Gen Zers are the first truly mobile-first generation, so they place a big emphasis on personalization and relevance. They seem to prefer in-person to online interaction and are educated in emotional intelligence from a young age. These kids are so mature and eager to listen that they learn fast. Gen Zers are also curious and driven, investigating how to obtain relevant professional experience even before college. Businesses, including salons, will have to rethink their recruiting and marketing practices to attract this group both as clients and as future salon professionals. Those who want to take advantage of the Gen Z market need to develop relationships with teenagers in grades seven through 12. To cater to a new set of ever-evolving style trends and to always offer a fresh approach to any services, promotions or events. On the recruiting side, the suggestion to salon owners and managers is to get into the schools, provide mentorship and education, and put themselves in a position to help shape the career decisions of Gen Zers. To harness the excitement high-school-age kids have about their careers and help them explore their options in the salon industry. Here are some interesting facts about the next generation of workers and spenders:
  • By 2020 Generation Z will account for 40% of all consumers.
  • Gen Zers know how to research, self-educate and find information. Thirty-three percent watch lessons online, 20% read textbooks on tablets, and 32% work with classmates online.
  • The average Gen Zer has the attention span of about eight seconds. They have grown up at a time when they’re being served media and messaging from all angles, and have adapted to quickly sorting through and assessing enormous amounts of information.
  • Generation Z consumers spend 7.6 hours per day on average socializing with friends and family.
  • Gen Z shares the entrepreneurial spirit of Millennial innovators: About 72% of current high-schoolers want to own their own businesses, and 76% hope they can turn their hobbies into full-time jobs.
So, are you and your salon ready to welcome the next generation?
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Carrying the Torch – Artist Spotlight

Known in the Southern California area for their precision shear sharpening skills, Nick Cutter and his daughter Nicki were the first father /daughter sharpening team in America. They enjoyed working together in the mobile aspect of their family-owned business where Nicki, the first female Master Sharpener in the nation, was quickly growing her own territory. When not in the field Nick, a seasoned industry veteran and a Grand Master Sharpener, worked the home office along with his wife Ramona, a licensed Cosmetologist, where he serviced mail-in orders. For five years Nick was also president of the National Shear Sharpeners Guild (NSSG), a respected and longest running association for educating and board certifying sharpeners of professional haircutting scissors. During much of that time Nicki proudly assisted along side her father for meetings and events, and was heavily involved in the education process. The father / daughter duo seemed to find the perfect balance between family and business, and flourished in a field they loved so dearly. On a fateful day in August of 2012 37-year-old Nicki found herself in the hospital facing a deadly diagnosis of advanced cancer. She didn’t even have time to get her affairs in order before she lost her battle in a matter of a month. Sadly Nicki left behind her parents, a new husband, two teenage daughters, and a very loyal, stunned and heartbroken clientele.

Tragedy Sparks Inspiration

Fast-forward to 2015 and a bustling salon environment is the backdrop for a class of future salon professionals ready to make their mark on the industry. In the mix at Paul Mitchell The School San Diego is Kyla Rose, an eager young blonde with a recognizable spark. Proud to be Nicki’s daughter and Nick and Ramona’s granddaughter, Kyla enrolled in the school and devoted her time and energy to her education. She even won a partial Paul Mitchell scholarship with an essay she wrote about her mom. Now set to graduate late June 2015, Kyla is looking forward to carrying on the family tradition in her own signature way. Described as a joyful ray of light much like her mom, this extroverted social butterfly considers herself to be a new age alchemist, as she sees it as her calling to help make others feel confident. “Building an artistic, healthy presence and unique impression is important to me. By focusing on a person’s inner essence, I am able to bring out into the open who they truly are,” said the rising star. Kyla specifically loves the cutting aspect of her craft and is excited to see men paying more attention to appearance and grooming.  She is also drawn to makeup and sees it as a way of creating an artistic expression on a human canvas. IMG_1139a In addition to the required hours at the academy, Kyla participated in many outside activities during her time in beauty school. She modeled for NAHA, did makeup for a designer fashion show in Los Angeles, and did hair and makeup on her own models for a BEACON photo shoot. 3 up When asked about how her family influenced her decision to enter the beauty industry, Kyla said, “Mom influenced me by pushing, guiding, and loving me and I learned by seeing her be successful in this business. She had a big personality and I loved seeing how happy and uplifted people were after she came around.” She continued, “I grew up around the beauty industry so I watched Grandpa and Gramona (Grandma Ramona), who is also a wonderful mentor, work hard at the family business. They are both independent and successful, and support our whole family through their hard work.” IMG_2243aKyla is ready to roll up her sleeves and dive into her future headfirst. She clearly wants to make a difference in the world and the industry she grew up in, and above it all, to make her family proud. “The universe is on my side,” Kyla said, continuing, “and so is my family!” Keep up with Kyla and watch her career blossom by following her at kylarosestyle.com.  
Photo captions top-bottom:
1. Kyla touching up her models on set with her mentor, Reno Prezio, looking on.  Photo by Natasha Gerschon.
2. Results of editorial shoot with photographer Natasha Gerschon. Hair and Makeup by Kyla Rose.
3. Nick Cutter and Kyla Rose – photo by Gramona.
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Beacon 2015 Student Winners Announced

The Professional Beauty Association (PBA) is pleased to announce the winning students and honorable mentions chosen to attend Beacon 2015. These students were selected from more than a thousand applicants based on the creativity, presentation and content of their resume, professional portfolio, and creative marketing pieces. All Beacon applications were judged by PBA members, including top manufacturers, distributors and licensed professionals from across the country. Meet these exceptional students at PBA Beauty Week in Las Vegas July 11-14, 2015.

Held annually as part of PBA Beauty Week, Beacon accepts around 100 winners and invites 200 additional honorable mentions to be a part of this career-building event. Attendees are comprised of the nation’s top cosmetology students and PBA strives to help provide them with a foundation to build a successful future in the industry. Designed to educate students on the various components needed to manage an accomplished career, Beacon introduces students to the business side of the industry and provides valuable insight on marketing, business operations, networking and leadership training.

Beacon winners receive free tuition, and honorable mentions pay a small fee to attend PBA Beauty Week in Las Vegas, which includes a full line up of education tailored specifically to them. The Beacon program is long renowned for hosting the industry’s most accomplished speakers and this year’s program features leading educators including Geno Stampora, Vivienne Mackinder, Stephanie Kocielski. In addition to attending their specialty classes, students tour the Cosmoprof North America trade show floor to meet beauty business leaders and attend PBA’s annual Business Forum, featuring the Beauty Pitch, where they learn the role global distributors and manufacturers play in the industry.  As part of this year’s Beauty Week, PBA is encouraging Beacon winners and honorable mentions to post the “I am a 2015 Beacon Winner!” and “I am a 2015 Beacon Honorable Mention!” graphics on their social media pages, along with #BEACON2015, as a way for their followers to support them on their journey to Beauty Week.

For a full list of the winners and the schools they currently attend, please visit  probeauty.org/beaconwinners. If you would like to sponsor the 2015 Beacon program, please visit probeauty.org/beacon.

Photo courtesy of the PBA

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What Has Being a Mentor Meant to You?

We asked several salon professionals about what being or having a mentor  means to them, how it has helped them and how they and their salons pay back into the system…Let’s listen in: How do you define mentoring? Mentoring is that personalize attention and learning opportunity given by one professional to another without expecting anything in return. Evan C. – Palm Spring, CA How important is a mentoring culture within a salon? Having been a salon owner myself, I personally believe that mentoring and the mind-set that goes along with it is essential to the growth of any salon. Having a well-integrated learning and teaching culture based on the teamwork of the salon as a whole always makes for the best possible work environment. Patrick D. – Oceanside, CA How does your salon participate in mentoring? Our salon has a great teaching environment for assistants and new hairdressers. Every established hairdresser is required to step up in some way to help strengthen and grow the next generation, which I think is great. Micah S. – Seattle, WA What are ways someone can be a mentor? Offering regular education in the salon and making sure to personalize some of it just to new stylists is a good place to start. Kerri C. –Baton Rouge, LA To take the time to explain a cut or color technique to someone who needs the help. This sort of one-on-one teaching is the best way to pay it forward. Craig C. – Alexandria, VA I make it a point to talk at my local high school on career day and sometimes donate my time at job fairs or at local beauty schools and community colleges. It feels great to donate the time and help others who may have an interest in our field. Ashley M. – Stamford, CT How do you decide whom to mentor? I am happy to donate my time and to take someone under my wing, but I need to know that they will respect my time and be thankful for the gesture. To find the right person, I watch new salon professionals and look for that special spark of interest that goes above any beyond the rest. Sandi C. – Phoenix, AZ How do you know that your mentoring efforts are working? We’ve had many salon receptionists go on to beauty school because of the exposure to the business on a daily basis. I’d like to think that some of that decision was prompted by one or more mentors who saw the interest and nurtured it. Stephanie C. – Silver Springs, MD How has mentoring helped you personally? I got into the business because of a salon owner who donated their time to take me to a few hair shows. They even let me come in to their salon after hours to show me some basic cuts in the very beginning. They helped me enroll in beauty school, to pass the state board and even gave me my first assisting job. I am forever grateful to my mentor and have passed the torch to several others in her honor. Jessica M. – Ogden, UT Now it’s your turn… What has mentoring meant to you?
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Assisting 101 – Guide for Future Salon Professionals

The job of a salon assistant is to make the stylist’s life easier and to do everything in their power to ensure that the client’s experience is a truly positive one. Here are some suggestions to give you a leg up and make your first job in the industry an absolute success. The golden rule with assisting is to be on time…every time! Simply make it a practice to arrive early, that way you can line things up for the hairdresser and make their day go that much smoother. Know the basics inside and out, but be ready for other salon professionals give their advice. Listen to and be thankful for all advice that others have to offer. In this industry you never stop learning and humbleness goes a long way! Be friendly, helpful and always keep a positive attitude, no matter what. Good manners, acute listening skills and a positive attitude will go a long way and can even be a bit infectious. Work hard. Don’t whine or complain and get the job done… no matter what. Look and act the part. Be stylish while following your salon’s dress code carefully but don’t overdress to the point that you are uncomfortable. Always have your hair, nails and makeup done, but not overdone and keep everything you wear tasteful. Think like a hairdresser but be as efficient as you would want your assistant to be for you. Pull the client’s card or call up their information if the salon stores client information online. Have the tray set up and all color ready to dispense. Keep an extra towel in reach, clips at the ready and always know where the stylist’s tools are, even if they tend to misplace things. Be ready with foils without having to be asked and step up to fold towels or smocks, even take out the trash without thinking twice about it. Take extra time to clean the stylist’s brushes and keep the workstation organized. Keep drawers or cabinets in order and well stocked, remove any cups or trash left over from a previous client and sweep up hair as soon as possible. That way the station is ready for the next guest. Once the station is secured, make sure that all color bowls and brushes have been cleaned and put away and that the information for the next client is ready to go. Do everything in your power to keep the stylist on schedule just shy of taking away from the client’s experience. Take breaks (off of the floor) when it’s appropriate, grab a bite to eat when you can, but only after the stylist has done so themselves. When interacting with clients, be friendly and helpful but never try to befriend them or show up the stylist in any way. Don’t bring up your personal life unless the client specifically asks. The stylist you are assisting needs to trust you as well as know that you can handle yourself with their clients without stepping over the line. When it comes to assisting, days can be long and the work can be very demanding, but if you can master the needed skills to maneuver your way around, you’ll do even better once you go out on the floor on your own. All in good time, future stylist…all in good time!