Home' INSTYLE Magazine : INSTYLE SPTOCT 2016 Contents thing there becomes part of your life,"
said John Paul.
" at's how you get things done."
Revolution: A radical and pervasive
change in society and in the social
structure, especially one made suddenly.
ere's no denying we're no longer facing
but in the scores of a revolution -- the
depths of change. Perhaps since the
era of cavemen never has 'survival of
the fittest' rung so true. Booth-rental,
Instagram stars, diversion, online product
purchasing, it's a real and for some scary
truth -- but not for the global Paul Mitchell
family, they're ready and armed, set to
embrace the new generation (Z). ey're
ready to thrive, and there's no telling what
they're capable of -- success is just the start.
"You're going to see change, we have to
embrace it, that's obvious. One thing that
will never change and that's the emotional
connection with our guests, that's something
that technology can't and will never change,
and that's why we believe so strongly in
professional recommendation," said US VP
of Sales and Marketing Jason Yates.
" e way people buy products might
evolve, they're after convenience, but
people buy through people and people
buy through emotion. Stylists have a
powerful connection with their guests --
you put your hands on people and change
their lives -- how is that ever going to be
Powerful, but something we as an
industry collective are well aware of. More
mystifying perhaps is the new generation
of consumers -- Gen Z -- how do we capture
them and bring them into the salon for
services, how to we direct their purchase
Jason proceeded with some sought after
statistics. While they currently sit at 24 per
cent, By 2020 Generation Z will account for
40 per cent of all consumers.
80 per cent of teens agree with the
statement 'My favourite brand is a brand
my parents love as much as I do,' and 75
per cent of teens carry cash -- an average of
$34.00. ey shop with their own wallet as
well as their parents and for Paul Mitchell
this spells 'new potential revenue for
services and take home.'
Enter NEON -- the Paul Mitchell sku
targeted at 15 -- 25 year old girls and their
mothers. Bright, fun affordable luxury for
'Style that Stands Out.'
"Paul Mitchell is no longer 'just' the
black and white company. No salon or
consumer audience is created equally
so we continue to create and provide a
plethora of systems to capture as much
market share as possible. Paul Mitchell is
one of the first to target this generation
seriously," said Jason.
As always, there beats a philanthropic
heart at the core of NEON. As Jason points
out and as has become sadly apparent
across global news headlines, teen-bullying
is a concern of 50 per cent of teens and 100
per cent of parents, so NEON is supporting
a string of hand-selected anti-bullying
organizations and acting amongst schools
and communities around the world to curb
Paul Mitchell is equally serious about
the business of colour, and each year,
month, week are working to innovate
existing formulations and break ground
with new ones. In 2016 it was all about a
big welcome to POP XG and e Demi.
'POP' is all about the continuous craze for
splashes of brights -- from 16 to 65, light
feathering to all-out blocking, the move
towards bright 'occasion' colour refuses to
slow, and POP XG is designed to keep you
apace with the (semi-permanent) power
of paint. On the opposite scale, e Demi
is a perfect fusion of shine, condition and
coverage -- 27 shades and long lasting,
customization is unlimited and ready for
4 -- 6 weeks wear.
"We want to make your clients
chemically dependent on Paul Mitchell.
e colour bar has the power to make
clients loyal for up to 7 years," says Paul
Mitchell Vice President of Education, the
great Stephanie Kocielski.
young at heart. Every guest can get an
upgrade, it's about self-expression and
a direct dialogue. 13 shades electrifying
clients making them feel vibrant,
youthful and part of the next generation,"
"Colour is one of the most expressive
things in the world hairdressers have to
use and make people dependent on the
professional environment -- 'treat it or
92 year olds stepping to the colour bar
ready for bright applications from green
to pink and an entire line dedicated to
men (MITCH) -- the once un-groomable
creatures who now challenge women for
bathroom time. How spectacular that
these movements from mature women to
modern men -- the quest for youth - are
all societal shifts ready to be taken by
the professional salon, systemized and
maximized for productivity and, as always
the focus, the bottom line.
" e Universe is different from 30
years ago," said the man with the hat and
endless insight, the peerlessly profound,
Paul Mitchell Global Artistic Director,
John Paul DeJoria and Robert Cromeans
Colour Look n Learn
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