Beauty Launchpad Magazine

JAN 2019

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62 | BEAUTY LAUNCHPAD | JANUARY 2019 Start with Staff "A strong foundation is the magic behind any successful business," says Liz Rosenzweig, senior director creative, content and communication at JD Beauty Group. For a salon owner or entrepreneur, employing top stylists is part one of the challenge. "Our economy is experiencing a current boom, which is both a blessing and a curse," laughs Leon Tringali, Celeb Luxury artistic director. More job options mean a smaller talent pool from which to hire. Be persistent—then get real. Interviews are the time to talk candidly about desires and expectations. "Effective leaders have their visions clearly mapped," continues Tringali. "They're able to ask pointed questions of prospective employees to ensure that goals and values match." That's not to suggest that stylists—you—operate without agency. Your task, though fl ipped, is ultimately the same: Actively research salons or brands to fi nd a home where you feel personal growth is possible. "Successful operations function as a family because at heart they share a common interest," clarifi es Missy Peterson, Malibu C global education and artistic director. Work in Harmony Once the company culture has been defi ned, a successful commander consistently strives to keep every member operating in harmonious unison. "Hire right, train right, retrain constantly, and provide servant leadership," directs Surface founder Wayne Grund. "If a leader ever points a fi nger, he must realize the other three fi ngers and thumb are pointing back at him." Take time to coach, but then step back and listen. "A good leader hears other thoughts and ideas, which not only allows for creative cooperation, but also makes members feel valued," notes Rosenzweig. At Oribe, general manager Sid Katari operates under an adage both tried and true: A team is the sum of its parts. "The ultimate goal is getting incredible hairdressers to cultivate a collaborative environment," he says. Moroccanoil cofounder Carmen Tal has been able to enjoy the hard-earned fruits of that type of collaborative labor. "Because I built a group I trust, I'm able to delegate work and allow my talented team to do its magic," she shares. The Right Communication is Key Tringali believes in communication, though of a specifi c kind. "The most effective meetings are short and frequent," he asserts. Check in daily with key players, but don't call a powwow when a text or email will suffi ce. Moreover, allow space for mistakes. "Embrace people for the talents they have," urges Peterson. Be fl exible when plans inevitably go awry. Ultimately, muses Katari, it comes down to this important question: Do you see yourself as a leader worth following? Marketing Matters In fact, it has perhaps never mattered more. "Marketing is essential because the world of beauty is ever- changing," says Rosenzweig. Steady evolution of techniques and trends means you're continuously presented with groundbreaking snips or colors new and thrilling to behold. "The fact that beauty morphs is what makes it so exciting!" she enthuses, adding, "There will always be room for the creative ideas and innovative concepts that continue to arise." The problem: fi guring out how to stay ahead by using today's tools. Use Social Smartly Start with social media. Securing precious moments to scroll through pages of photos might feel challenging after hours spent behind the chair, but self-marketing deserves to be prioritized. "Time doesn't just happen—it's planned," points out Grund. "Allocate twenty minutes of each day to edit and post." Or infuse value into downtime by putting these precious minutes to work. "If you spend spare intervals—even a few minutes—thinking of the future, you'd be surprised at what can be accomplished," Rosenzweig promises. Katari favors a deliberate approach when it comes to posting strategies. New blogs and infl uencers pop up daily on the beauty scene; chasing each one is a sure path to burnout. "Be thoughtful, focused and concise in how you present yourself," he says, and zero in on today's top sites: Facebook, Instagram, YouTube, and Pinterest. (See "The Big Four" for best-use tips.) After where, consider how. "The edit of a photo can make or break a post, because with incorrect cropping or a misused fi lter, the intended message might be missed," warns Peterson. To gain experience, she follows artists she fi nds inspiring and visits the sites, feeds and images they like, then examines content from multiple angles, refl ecting on the qualities that make it shine. Because our world is so connected, it can be easy to blur the lines between work and play—but forgetting audience is a rookie mistake. "The viewers for whom I post as a professional do not see me the same way my family does," says Peterson. Keep your work feeds and pages professional, but don't lose your personal brand's voice; it's what makes you stand apart from the pack. A G O O D L E A D E R H E A R S O T H E R T H O U G H T S A N D I D E A S , W H I C H N O T O N LY A L L O W S F O R C R E AT I V E C O O P E R AT I O N , B U T A L S O M A K E S M E M B E R S F E E L VA L U E D . " —LIZ ROSENZWEIG These leaders share essential qualities needed to succeed. Top Traits "The only person you're competing with is who you were yesterday," says Missy Peterson, Malibu C global education and artistic director. "Do one thing outside your comfort zone every day." "Be ready for change," says Moroccanoil cofounder Carmen Tal. "In business today, it's essential to have eyes and ears open at all times so you can ascertain what consumers desire." "The products we develop are those that have arisen from need," says Celeb Luxury artistic director Leon Tringali. "Stay relevant by seeing how needs change." COURTESY OF MANUFACTURERS

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