Home' INSTYLE Magazine : INSTYLE MARAPL 2016 Contents #kerastaseluxury -- jump on Instagram
and check out the hashtag Kérastase
luxury to see more from the crew that
defined the 2016 forum. Also check
out the winner of the '#kerastaseluxury
competition: Brett Albury from Murphy
Gozzard Hair Community. @aulbs
@murphygozzard. Brett won a Louis
Vuitton wallet for uploading the most
luxurious and creative photograph
experts. " e captain of the brain is the
conscious mind, everyday it's a choice,"
" e enemy of best is good -- it's just like
fine -- the best can always be amazing."
Your past does not hurt you -- your past
cannot hurt you -- it's the meaning you
place on your heart that hurts. Change the
meaning and change the biological response
and you will change the future," Terry said.
Michelle Blake is the master of
consultation -- her methods and processes
are proven to produce the best colour
consultations and business increase around
colour in the market globally. Her 'five
step five minute' luxury consultation is
recognized in hairdressing salons globally.
Michelle helped salons to create an
environment where the best consultation
could take place from the minute the
customer enters the salon. She also touched
on retail and the best moments to sell, when
the client is at their emotional peak.
" e backwash journey is the area
the client loves the most, the pressure
is off and everything we hear is a direct
reflection of how we feel so this is when we
build the retail journey," Michelle said.
From texture, diffused shapes, to like-
minded personal interaction and leading
global salons that employ her techniques --
Michelle was as intricate as she was elegant
about what attracts people to salons.
Rules of attraction run far deeper than the
salon fitout too, style consultant Bronwyn
Fraser talked about how important it is to
dress for your salon brand and the old adage
that 'first impressions are everything'.
"Wardrobe appropriation is a big thing
when 93 per cent of someone's impression
of you is visual," Bronwyn said. From
seven style personalities to dressing for
body shapes, Bronwyn had everyone
covered 'literally'. "Always have a hero in
your look -- something that stands out,"
Retail tactics ambassadors could
take back to the salon became a big
part of closing speaker Tracey Hughes'
presentation -- right off the back of Sandie
Kelly informing salons that their most
successful stockist of Densifiqiue hair loss
program is in fact leading Melbourne hair-
loss clinic - Epworth Dermatology, and
Professor of Dermatology at the University
of Melbourne Rod Sinclair. Rod has sold
$90,000 in Densifique sales from one
location -- a massive missed opportunity
for many salons.
e most awarded educator globally,
Tracey Hughes took a nod away from
traditional education techniques and told
her story -- one that meandered through
the Evolve salon collapse, onto a personal
struggle and into what has kept her
inspired to develop herself and in-turn
"Looking at sales we need to look at the
four building blocks of what it takes to
own a salon and the teamwork required
to run a memorable and awarded salon
business," Tracey said.
Tracey asked questions around retail as
well as gave solutions to increase retail sales
at the salon team level. She asked if salons
had considered adding another dimension
to servicing their clients by allowing for a
follow-up between salon visits and giving
them the option to purchase online through
their own domain.
Practical exercises encouraging
everyone to create their ultimate 30 second
'elevator pitch' tied back to the notion of
selling. "Humans greatest fear in life is
public speaking, so an elevator pitch is
what you need to perfectly describe every
aspect of your business," Tracey said.
Based around the word 'Inquire' --
Tracey spoke about every letter being
an integral part of the customer retail
experience and how to capture retail from
every guest, nomatter their expectation.
"If you can't sell yourself, you can't sell
anything," Tracey said.
I learnt something about luxury this
month. Just when you think you know
it all I stayed at one of the leading hotels
in Bali - new luxury with a modern edge
but despite the grand elegance, the most
important element is that of human
interaction. What I realized during this
time is that luxury is about so much more
than a grand scale elegance. It's about
people -- lucky for us we've got human
connection by the bucketload.
e Maurice Meade family
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