Home' INSTYLE Magazine : INSTYLE SPTOCT 2016 Contents "Wearing hats might be
fun as Robert Cromeans but
it doesn't mean Jesus looks
down on me, smiles and
makes my salon successful."
So passionate for the
success of the salon, Robert
Cromeans is the brains
and emotion behind many
an intrinsic Paul Mitchell
concept and initiative --
from the Wash House to top
Paul Mitchell global salon
awards -- Robert curated an
impressive lineup of business
speakers and real-salon
success spokespeople for the
"My favourite thing is not keeping
secrets. Hairdressers are shit at keeping
secrets -- telephone? 'Tella-hairdresser!'
So we've asked people to come up here and
tell their salon-success stories."
Van Michael of Van Michael Salons (US)
stepped to the stage ready to inspire with
impressive figures (8.5 million annual
profit) and straight forward advice on
achieving the same in your salon.
For Van, the debate of specialise
versus non-specialise is a no brainer,
a belief he believes truly drives such
" e two people that don't specialise in
our salon(s) never get in the top 20 people
raising the most revenue," said Van.
" e service is better when a stylist or
technician specialises, they're not running
between their style station and the colour
bar, checking clients and switching
mindsets. Specialisation is the highest
level of commitment you can make."
Van recommended that all salon business
owners adopt the 'Purple Cow' mentality.
"Every day you have to be different
from everyone else as a business owner.
Profit and loss doesn't mean having a bad
haircut," he said.
"If time were money we'd all get paid
the same thing. Value is money. Customer
service can be summed up in seven words,
'It's not about you, it's about them.' e
biggest expense in life is the money you
don't m ake."
It is this kind of open armed mindset
that sits at the center of the Paul Mitchell
brand -- exclusive in energy, marketing
solutions, visionaries and product
formulations yes -- but not in sharing
information; simplistic tools and solutions
for every salon's growth, no matter the
size or status. Paul Mitchell is an inclusive
operation with exclusive solutions,
particularly in the realm of education.
e Business Revolution wound up and
all entered the red-brooding vortex of
Las Vegas, some emerging a more fragile
version of their former selves however
nothing a shot of Paul Mitchell couldn't help.
For Day Two, e Gathering opening show
led 2016's full conglomerate into the first
day of creative (rotation) sessions including
24 Australian delegates and Paul Mitchell
Australia's very first Color Outside e Lines
competition winner, Daniel Fortino from
Hennesy Lane, Melbourne -- the experience
part of his inaugural prize pack.
"What I love about e Gathering is
that it continues to reinforce the level of
commitment of John Paul Mitchell Systems
and the professional haircare industry. We
are forever blown away by the continued
level of innovation with regards to product
development, which is amplified by Paul
Mitchell's commitment to education --
every product is developed to cater to
an emerging trend in our market place,
and we honour the ethos that it's what
goes on behind the bottle with regards to
educational support and inspiration that is
the true Paul Mitchell point of difference.
At the Gathering these new innovations
come to life," said Paul Mitchell Australia
General Manager, John Pizzey.
Delegates from as far as Russia to
China and Rio gathered information and
insight from a fine lineup of creative and
business leaders covering topics from
session-styling to social media, retail
and barbering over the following two
days -- 48 hours punctuated with large-
scale affairs including the e Gathering
Black Tie Ball featuring DJs, custom NEON
cocktails, Paul Mitchell Professionals and
loads of Patron.
e 'Hands-In' workshops proved
popular with aspiring colourists and/or
stylists -- hungry creatives making the
most of the minds of Stephanie Kocielski,
Lucie Doughty, Julian Perlingero and Colin
Coruso - staged and open for business.
Colour education touched on everything
from classic blondes, the immortal balayage
and more contemporary techniques
'Skylighting' and 'St Tropez highlights.'
Look and Learn Men proved a popular
choice. Paul Mitchell nailed this growing
market with MITCH many years ago and
continue to refine conversation around the
profitable sector. Staged for e Gathering
2016 was the forefront of Cali-style men's
grooming, John Mosley (Popular Nobody on
Youtube, Instagram and Twitter) -- all up,
a massive following in the men's market.
"What attracts me to a brand like Paul
Mitchell it is that we are working with
so many talented artists. We all come
together and share amazing work,"
"Getting men back in the chair and
making more money is easier if they
understand what it is you need to do to
maintain their look -- it's the dialogue and
words that determine the frequency of
visit. Men's grooming in general is what
gets me out of bed. I am obsessed with
a nice crisp line."
MITCH Men at the opening show
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