Home' INSTYLE Magazine : INSTYLE JANFEB 2015 Contents represents the kind of beautiful hair clients desire. It would be
tempting to create imagery that overtly flexes my hairdressing
muscles, but that's not my job," she says,
It's so refreshing to speak with a local hair-creative that
reinforces the fact that 'hairdressers don't want to see bright,
gaudy colour or heavy editing and glitzy styling,' we know it,
but it seems many a beauty giant doesn't.
"We are growing tired of static, plastic 'hairdresser hair.'
Stylists and colourists want to see beauty so subtle and fresh
that it reflects the best of nature. Hair that you fall in love
with, that is the envy of every supermodel."
It wouldn't be a strategy for change if not for a focus on
social media and education on tap. Nadine likens Affinage
Professional's approach to education in 2015 to the fashion
industry and promises a series of video tutorials, interactive
step-by-steps, behind the scenes access and 'before and afters.'
"We have core studio education (like slow fashion) that is the
result of months of preparation; jam packed with knowledge,
locally and artfully produced. en we have in-salon more
immediate education (like H&M's fast fashion) that meets the
needs of hairdressers as they require it," Nadine explains of the
ultimate hair education analogy.
Hands-on in the area of product development, Nadine has
been working to re-purpose, or concentrate Affinage's Sapphire
Ice styling range, transitioning it into a 'smaller, cleaner, more
edgy line' called Black Ice. Black Ice will launch with new and
improved formulas and packaging at the beginning of March --
as we said, big year for Affinage.
While Darren and Nadine are on board to embrace opportunity
for change and enhancement within the brand, there are
elements of the business that remain the pillars of strength
with little to no change required.
colour house for a long time, and quality colour was not
something I was willing to compromise on when accepting
this role," explains Nadine.
"I have been blown away by the results -- clean blondes,
great grey coverage, rich reds and colour correction that is
so easy. Our White Ice range of products is very popular and
only recently updated, and we also have a premium hair care
range, Essential Oils that is sulphate, silicone and paraben
free, leaving hair looking and feeling beautiful, it can stay!"
More than ever the Affinage team are working synergistically
for ample results -- a strong, calculated marketing mantra that
in 2015 is an open book designed for salons to sustain inspiration
and motivation with upcoming promotions and in-salon tools.
"We have a solid plan, with a variety of platforms which
enables our team to work efficiently and effectively enforcing
brand awareness within the industry. is long range,
transparent annual marketing plan will allow our lead
team to create promotional activity that is well planned and
well executed, and this will ensure better buying power for
wholesalers and salons alike," explains Affinage Professional
Media and Marketing Lead, Mandy Jolly.
"Moreover our education and creative managers will
continue to push the boundaries to keep our quality products
desirable to consumers. In 2015 we aim to strengthen our
relationship with hairdressers from freelancers through to
large salons to ensure we understand their needs. Being a
medium sized local company we can respond quickly to help
hairdressing salons where they need us most," says Mandy.
Personable customer service AND quality products? Now
that's a rarity.
Contact Artav Australia
for further information
Ph: 1800 805 276
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