2016 modern salon media kit
TRANSCRIPT
MODERN SALON Media 2016 programs, specs and calendars forprint, digital and social
We’ve
2016 MEDIA KIT
MODERNSALON.COM
BESTREACHStylists, owners, students and distributors
bestfrequency!
MODERN delivers more content, more often
CUSTOM SOLUTIONS
MODERN innovations at your service
#1 focus and
benefit
EngagingCONTENT
across all platforms
is our
Coveredgot you
MODERN SALON | SALON TODAY | FIRST CHAIR | MEMO | TEXTURE | PROCESS | HEALTHY HAIRDRESSER | SOLO ARTIST
DIGITAL PROJECTS | CUSTOM PUBLISHING | SOCIAL MEDIA | RESEARCH | SHOP MODERN SALON
MEDIASALON
Hair: Detra Smith | Photography: Roberto Ligresti | Makeup: David Maderich | Fashion styling: Rod Novoa, assisted by Dennis Pinto
To get your message out to the salon world, you need
a media partner who “gets it.” Gets the passions of the
stylist, the salon owner, the student.
MODERN SALON Media gets beautyWe get your challenges, and we have solutions.
We keep getting work doneJust like beauty trends, MODERN keeps evolving.
We’re constantly adding and updating our products
and giving you more marketing options.
The rest of the story Great peer-to-peer content is our first step in ensuring
the best engagement across all MODERN brands in
print, digital and social. We also deliver the best reach,
frequency, customization and service. It’s a simple
strategy, but beautifully effective.
WHATEVER YOU NEED, MODERN HAS IT COVERED
Hair: Karen BatchelorPhotography:Roberto Ligresti
MODERN COVERS
PROFESSIONAL BEAUTY
AND CONNECTS BEAUTY
PROFESSIONALS BETTER
THAN ANYONE ELSE. OUR
RESULTS AND MARKET
SHARE PROVE IT.
Reach ............................ 4Frequency. ..................... 6Coverage ....................... 8Audience ..................... 10Print Products ............. 12Special Topics .............. 18Digital ......................... 24Social .......................... 26Custom Products ........ 28Research...................... 30Editorial Calendars ..... 32Spec Sheets ................. 34Contact Information .... 36
Buzz Salon, Iowa City, Iowa, SALON TODAY, June 2015
5
MODERN SALON Media’s reach is better,
stronger and smarter than any competitor.
Whether you need to connect with stylists, top
salon owners, students, distributors—or all of
the above—MODERN SALON Media delivers
the audience and engagement you need.
We go where you need to growMODERN is the only salon media company
that offers a full range of products and plat-
forms to allow you to completely cover and
saturate the market, or choose to focus on a
narrow segment of it.
MODERN’S REACH TAKES YOU FURTHERPRINT: 104,000
audited subscribers
FREQUENCY: Monthly, 12x
ONLINE: 700,000+ unique visitors monthly
DAILY E-LETTER: 50,000+ subscribers
SOCIAL: industry-focused, growing communities on Facebook, Instagram, Pinterest, Twitter and YouTube
PRINT: 20,000, top tier revenue salons
FREQUENCY: 9x with 3 double issues, (Jan/Feb, July/Aug and Nov/Dec) plus special single-topic custom editions
WEEKLY E-LETTER: 18,000 subscribers
SOCIAL: The business conversationcontinues on Facebook and Twitter
PRINT: 50,000, distributed to students through beauty schools
FREQUENCY: Spring, Summer and Fall editions; 3x per year
CUSTOM EDITIONS: Cover branding or extra content options
DIGITAL: student-focused content on modernsalon.com
PRINT: 6,000+ receive special demographic section
FREQUENCY: Monthly, 12x
ONLINE: MEMO content featured on modernsalon.com
E-LETTER: Twice monthly
PRINT: 104,000 MODERN SALON subscribers + bonus distribution at Premiere Orlando
FREQUENCY: Annualinsert (June MODERN) and year-round, multi-platform resource
ONLINE: modernsalon.com plus consumer impressions on NaturallyCurly.com
E-LETTER: Texture Thursday campaigns
DIGITAL EDITION: Promoted year-round
PRINT: 104,000 MODERN SALON subscribers + bonus distribution at America’s Beauty ShowFREQUENCY: Annual insert (March MODERN) and year-round, multi-plat-form resource; monthly column in MODERNWEEKLY E-LETTER: HH Tuesday campaignsENGAGEMENT: Monthly HealthyHairdresser ChallengeDIGITAL EDITION: Promoted year-round
memo
STYLISTS, OWNERS, “THE INDUSTRY”
TOP-PRODUCING, BUSINESS- FOCUSED SALON OWNERS
STUDENTS AND NEWLY LICENSED PROFESSIONALS
DISTRIBUTORS AND MARKET LEADERS
STYLISTS AND SALON OWNERS BUILD “CURL CONFIDENCE”
WELLNESS AND CAREER SURVIVAL FOR SALON PROS
HOLIDAY
PRINT: 200,000
FREQUENCY: Annual 13th issue of MODERN mails separately mid-August
ONLINE: Featured on modernsalon.com and CosmoProf digital and social sites
DIGITAL EDITION: Featured throughout holiday buying season
BY INVITATION ONLY
MODERN SALON REACH PLUS COSMOPROF/ARMSTRONG
MCCALL DISTRIBUTION
September 2015
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MODERNSALON.COM
Autumn has its moment in the form of grown-up texture, runway-inspired pops of color and sun-drenched silhouettes.Hair: Giannandrea for Macadamia Professional
Balance and contrast make a strong color statement
polish offMani/pedi experts share fall’s trends
nude meets neon
Autumn has its moment in the form of grown-up texture, runway-inspired pops
HOURHOURGOLDEN
The season’s it-girl color choice
bronde effect
BONUS!NAHA 2015
WINNERS PORTFOLIO
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MODERNSALON.COM/TEXTURE
Special Resource & Guide
40+ Product CocktailsStyling creativity for every curl shape
WHAT’S HER TYPE?CLIENT CONCERNS AND SOLUTIONS
Lifelong LearningResources and advanced education
SALON GUIDE TO
2015
texturetransformed✓ Tips, trends and techniques
on cutting
✓ Consultation pointers
✓ Color formulas, tools and application
✓ Detangling, smoothing and frizz reduction
CURLCONFIDENCE
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MODERN SALON 1
SEP 2014 memo BEAUTY MARKET
NEWS FOR DISTRIBUTORS, SUPPLIERS & INDUSTRY LEADERS
BEAUTY BUZZ INDEX Brands Making the News
Get your people and
brands featured in MODERN
SALON’s MEMO!
FEATURED IN THIS ISSUE• Alterna• American Association
of Cosmetology Schools
• Aveda• Beauty Changes
Lives• Beauty Systems
Group• Belvedere• Blo• CND• ColorProof• Conair• Cosmetologists
Chicago• CosmoProf• Crazy Color• Davines• DePasquale Co.• DryBar• Essie• Fisk Industries
• Hairdreams• HCT Packaging• Helen of Troy• Henkel• jcp salons• Joico• JRA and Associates• Kao Corp.• Kenra• Keune• The Kirschner Group• L’Oréal Professional
Products• Macadamia
Natural Oil• Matrix • Medinail Learning
Center• NovaLash• NYX• Obliphica• OPI Nail• Orly
• Pivot Point International
• Pravana• Professional Beauty
Association• Redken• Revlon Professional• Rusk• Sally Beauty Supply
LLC• The Sam Villa
Company• Sexy Hair• Skin Authority• Sola Salon Studios• Sprayco• Sundial Brands• Toly• Unite• Vi Nelson &
Associates• Wella North America• Zotos International
6Send your beauty market news and notes to West Coast Markets Editor Anne Moratto [email protected]
8
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Hair: Rocky VitelliPhotography: Roberto Ligresti
Grooming: David MaderichFashion styling: Rod Novoa,
assisted by Dennis Pinto
PRINT: Reaches theentire Modern Salon,Salon Today andSchool audience
FREQUENCY: Annual supplement mails in October
ONLINE: modernsalon.com/process plus contests and special content
DIGITAL EDITION: Promoted year-round
DATA-BASED COLORCONFIDENCE
Our numbers don’t lieMODERN SALON Media produces more
content and distributes it to more salon industry professionals than anyone:
PRINT 1,930,000 magazines
delivered annually
DIGITAL EDITIONS: Two million page views
SOCIAL: 800,000 followers across our vibrant and diverse platforms
E-LETTERS: 18 million deployed annually
(to specific communities)
ONLINE: fastest growing website network
(exceeding 700,000 unique visitors monthly)
VIDEO: industry leader with 3.3million views of original
MODERN videosMedia
MASTERSSocial media super-star
pics and tips
Beyond the
FormulaColor experts go deep
on techniques and troubleshooting
IN COLORPROFILES
A-Z snapshotsof leading brands
COLORRESEARCH
What clients want vs. colorist practices,
perceptions
FALL 2015
IMPORTANT TRENDS, TECHNIQUES & TECHNOLOGY
MODERNSALON.COM / PROCESS
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CONNECTING WITH THERENTAL COMMUNITY
ONLINE: modernsalon.com/soloartist
E-LETTER: Twice monthly
5
MODERNSALON.COM MODERNSALON.COM/FIRSTCHAIRSALONTODAY.COM
MODERNSALON.COM/MEMO MODERNSALON.COM/TEXTUREMODERNSALON.COM/SOLOARTIST
MODERNSALON.COM/HEALTHY MODERNSALON.COM/PROCESSMODERNSALON.COM/HOLIDAY
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MODERNSALON.COM/TEXTURE
Special Resource & Guide
40+ Product CocktailsStyling creativity for every curl shape
WHAT’S HER TYPE?CLIENT CONCERNS AND SOLUTIONS
Lifelong LearningResources and advanced education
SALON GUIDE TO
2015
texturetransformed✓ Tips, trends and techniques
on cutting
✓ Consultation pointers
✓ Color formulas, tools and application
✓ Detangling, smoothing and frizz reduction
CURLCONFIDENCE
FC_Texture_June15.indd 1 5/7/2015 12:06:44 PM
More content, more qualityTo make sure your story gets told, your events are
covered and your products are featured frequently
across all these platforms, MODERN has the largest
and most productive content team in the market.
All develop salon-relevant coverage in “real time” to
ensure your products and news are always trending.
MONTHLY, MARKET-LEADING, MASS MAGAZINE
(MODERN SALON)
NICHE MARKET TITLES ON REGULAR SCHEDULE
(SALON TODAY, FIRST CHAIR, TEXTURE, PROCESS,
HEALTHY HAIRDRESSER)
E-LETTERS (MODERN SALON,
SALON TODAY, MEMO,HEALTHY HAIRDRESSER,
SOLO ARTIST)
HUNDREDS OF ORIGINAL ONLINE ARTICLES POSTED
MONTHLY
1,000+ ORIGINAL SOCIAL
MEDIA POSTS MONTHLY
To influence beauty decision makers,it’s important to get your message in front of them
often and regularly. MODERN SALON Media con-
nects with salon professionals more consistently in
print, online, and via social media than any other pro-
fessional beauty media source. No one else delivers
this complete of a package or as many touchpoints:
AT MODERN, FREQUENCY COUNTS
HC Studio, Brookline, MA, SALON TODAY, June 2014
AS THE FREQUENCY
LEADER, MODERN OFFERS
MORE OPPORTUNITIES TO
TELL AND REINFORCE
YOUR BRAND STORY.
Preview the 18-page
Special Report!
JULY/AUGUST 2015
SALONTODAY.COM A MODERN SALON PUBLICATION
At Cheeky Strut, Kaite Lyn Christoffersen builds a selfi e station, igniting an organic, client-driven marketing program.
RENTAL REALITIES
The New Tech Tools
The New
FROM APPLE WATCHES TO DESKLESS RECEPTION AREAS
CREATE A
The 2015 Software & Technology
Guide
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October 2015
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MODERNSALON.COM
Focal points and design accents move high-fashion shades straight to mainstream.Hair: Deb Gavin for Keratin Complex
Tracey Cunningham creates two Olaplex makeovers
bond girls
Copper goes couture
swatch list
Inspiring formulas and techniques
shiny penny
This season’s leading techniquesBALAYAGE
BABYLIGHTS&
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MODERN hosts over 15,000 original articles plus
thousands of how-to’s, photos, comments and
videos from our communities. MODERN provides
more content for the salon professional than
any other resource!
9
WHO WILL BUY YOUR PRODUCTS?
THE PROFESSIONALS WHOENGAGE WITH OURS!
MODERN SALON Media provides
marketers with innovative and targeted opportunities for promotion,
contests, special-impact sections, sponsored content and more.
Stay connected, by being focusedOnly MODERN SALON media connects salon professionals
at every stage of their career, across every industry segment and
with a special focus on the key trends impacting them most.
In addition to stylists, MODERN provides dedicated programs
and platforms to connect you with students and beauty schools,
independent salon owners, salon chains, salon suites and
distributors. Allowing you to focus on all the audiences
who can impact your business
CREATIVE ARTISTS/STYLISTS (Modern Salon and Artist Session)
COLORISTS (Process program and special sections)
NATURAL HAIR/CURL SPECIALISTS (Texture! collaboration)
PERSONAL WELLNESS (Healthy Hairdresser initiative)
SUITES AND SELF-EMPLOYED STYLISTS (Solo Artist and special sections)
BUSINESS-FOCUSED, LEADING SALON OWNERS (Salon Today)
RECOGNITION-FOCUSED OWNERS (Salon Today 200, Salons of the Year, S.T.A.M.P Marketing awards)
STUDENTS AND NEWLY LICENSED PROFESSIONALS (First Chair)
SCHOOL OWNERS (Excellence in Education program)
CHAIN SALONS, DISTRIBUTORS ANDINDUSTRY LEADERS (MEMO)
CHAIN SALON GROUPS (through custom programs)
AS BEAUTY EVOLVES, MODERN COVERS EVERY PATH
Photography by Roberto Ligresti for MODERN SALON Artist Session9
Hair: Martin Parsons,assisted by Michelle PleasantPhotography: Roberto Ligresti
Makeup: David MaderichFashion styling: Alejandro
11
...ARE HARDWORKING ANDSERIOUS ABOUT THEIR CRAFT
...WANT TO LEARN
26% work 40+ hours 37% work 40+ hours
...ARE EXPERIENCED AND COMMITTED TO SALON CAREERS 20%
16-25 years
22%6-15 years
11%16-25 years
17%6-15 years
Our Stylists and Owners...
...HAVE FAMILIES TO SUPPORT
70% are married42% have children living with them
62% are married45% have children living with them
...ARE CONCERNED ABOUT MAKING MONEY
25% are just getting by or having trouble
making ends meet
...REPRESENT THE “WORKING” SALON INDUSTRY52% work in suburban
environments, 26% urban
37% work in luxury or upscale salons
45% work in salons that are midmarket
37% consider themselves booth renters
53% offer spa and nail services
53% are in suburban environments, 32% urban
55% have luxury or upscale salons
40% have salons that are midmarket
65% offer spa and nail services
MODERN AUDIENCES:YOUR BEST CUSTOMERS
STYLISTS OWNERS
59%
STYLISTS OWNERS
HAVE PURCHASED SALON EDUCATION PRODUCTS ONLINE
72% 83%
(years in beauty)
WORK20-40
HOURS
49%WORK20-40
HOURS
47%25+
YEARS
(years in beauty)
25+YEARS
87% 77%ARE FEMALE ARE FEMALE
ARE THE PRIMARY HOUSEHOLD INCOME
45%
28% are just getting by or having trouble making ends meet
ARE THE PRIMARY HOUSEHOLD INCOME
55%
HAVE PURCHASED SALON EDUCATION PRODUCTS ONLINE42% 62%
WORK IN SALONS WITH BETWEEN 6-20 CHAIRS
HAVE SALONS WITH BETWEEN 6-20 CHAIRS
73% are completely comfortable with men’s hair
68% have had quite a bit / a great deal of training working with men’s hair
54% have seen their men’s business increasein the past few years
Our stylists are actively involved in the critical segments...
60% are completely comfortable working with texture (wavy, curly, coily)
63% have had quite a bit / a great deal of training working with textured hair
81% said their clients are embracing natural hair more than a year ago
MEN’S HAIR TEXTURED HAIR
Our renter audience works in both commission + rental environments...
Average renter is 44.6 years oldHave been a renter an average of 13 years Have been in the industry an average of 21.3 yearsPurchase an average of $146 in color supplies each time they shopNote: 38% of commission stylists once worked as a renter
WORK IN TRADITIONAL MULTI-SERVICE SALONS
47%WORK IN SUITES
22%15% luxury chair rental11% blended rental / employee salons
Our colorists average 15 color clients per week
Our colorists have worked with an average of 6 color brands in their career
44% of our colorists regularly work with 2 color brands
COLOR
13
MODERNSALON.COM/TEXTURE
Special Resource & Guide
40+
Product CocktailsStyling creativity for
every curl
shape
WHAT’S HER TYPE?
CLIENT CONCERNS
AND SOLUTIONS
Lifelong LearningResources
and advanced
education
SALON GUIDE TO2015
texturetransformed✓ Tips, trends and techniques
on cutting
✓ Consultation pointers
✓ Color formulas, tools and
application
✓ Detangling, smoothing and
frizz reduction
CURLCONFIDENCE
FC_Texture_June15.indd 1
5/7/2015 12:06:44 PM
Exciting changes keep happening at MODERNAnd your brand can be part of them all.
MODERN SALON COVERS THE TRENDS THAT MATTER
DID YOU KNOW?...MODERN SALON is the ONLY salon mediaaudited by the Alliance for Audited Media—the same agency that audits Vogue, Harpers and other consumer beauty media.
Hair: Daniel Roldan assisted by Vicky Yeremchuk | Photography: Roberto Ligresti | Makeup: David Maderich for MAC Cosmetics Fashion styling: Rod Novoa assisted by Dennis Pinto | Nails: Amanda Smith
audience: Salon professionals
reach: 104,000 audited print subscribers700,000+ online visitors monthly
frequency: Monthly in printDaily online, eletters, social
ModernSalon.com
?
ONLINE OPPORTUNITIES MODERN’s responsive-format website increases engagement and offersexciting new sponsored, promoted and native content programs
THE BEST OF TEXTURE! MODERN’s popular curl market collaboration with Texture Media, Inc. and consumer site NaturallyCurly.com is evolving into an annual, expanded guide and year-round online resource
HEALTHY HAIRDRESSER MODERN’s industry advocacy including an interactive, sponsored “challenge” series and career sustainability guideto help salon professionals take better care of themselves
PROCESSMODERN’s data-driven content provides the ultimate color resource
The best in beautySalon professionals trust MODERN SALON to connect
them to the best info on the latest head-to-toe beauty
trends, services and products. MODERN SALON is
the respected industry leader and the flagship of the
MODERN SALON Media communities.
Engaging content creates opportunitiesYour message in MODERN reaches a quality audience
and is immersed in valued content that informs and
educates salon pros on how and why to use your prod-
ucts. Our content team collaborates with your educators
and leaders to craft exclusive step-by-step education,
unparalleled event coverage, timely trend reports and
product news.
Keeping it realMODERN does what salon professionals do: cut hair,
specialize in color and cover a full range of professional
services—texture, extensions, nail care, skin care, men’s
business and more. With every online article, social
post and magazine page, we showcase the products and
tools to help salons best meet clients’ needs.
Our formula and techniqueThe MODERN team knows what salon profession-
als want: how-to education, creative inspiration,
opportunities for collaboration, and validation
of their work and passion. Our commitment to
engaging, peer-to-peer and user-generated content
is how we deliver.
With a balance of industry expertise and new
generation media leaders, MODERN’s content
team is always on top of the trends.
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JUNE 2015
SALONTODAY.COM A MODERN SALON PUBLICATION
Urban Treehouse
In her reimagined Buzz Salon, Jodi Connolly
creates a retreat by encasing the salon’s
mezzanines in glass, giving clients a unique
perspective on their world.
THE SHOPPING
GUIDETips & Tricks from
Salon Design Experts
2015 SALONS OF THE YEAR ISSUE
PERFORMANCE ART20 Salon Designs Spotlight
The Artistry of Hair
Urban BUILDING AN
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SALON TODAY MEANS BUSINESS FOR TOP SALONSReach the 20 percentSALON TODAY is the professional beauty industry’s
ONLY business and technology focused media brand
and community. The owners and managers of the 20,000
top-producing independent salons doing 80% of the
business. They count on SALON TODAY to connect
them to market-leader ideas and peer-based conversations
on best practices. And to companies that want to be
strategic partners in growing business.
Connect in an exclusive environment— in print, digital and socialSALON TODAY’s focused content and platforms create
unique opportunities for you to communicate to top
salons the benefits of doing business with your company.
Through ads, editorial support and sponsored content
options, you can showcase brand loyalty programs, spot-
light special marketing solutions, introduce retail tools,
profile best customers and much more.
Change the conversationSALON TODAY is a perfect complement to a
MODERN SALON buy. Through MODERN
you reach both the owner and the stylist to make
your brand impression and share product news.
You connect purposefully with the industry’s leading
decision makers and promote your business pro-
grams, technology innovations, and partner benefits
through SALON TODAY.
SALON TODAY produces a range of “must-read” special issues and recognition programs celebrating smart business practices of successful salons. These are referenced year-round online and in print, with expanded content available via SALON TODAY’s web site, e-letters and social networks.
SALON TODAY 200• 2016 honorees profiled: Jan/Feb 2016• 2017 applications available:
June 2016 on salontoday.com• 2017 applications due: August 31, 2016
SALONS OF THE YEAR• 2016 applications available:
November 2015 on salontoday.com• 2016 applications due: February 1, 2016• 2016 honorees profiled: June 2016
2016 S.T.A.M.P. (Salon Today Annual Marketing and Promotion awards)• Honorees profiled: September 2016• 2016 applications available:
March 2016 on salontoday.com• 2016 applications due: May 31, 2016
TECHNOLOGY GUIDE• Annual issue and resource:
July/August 2016• Submissions due: May 20, 2016
CONSULTANTS GUIDE• Coaches and consultants profiled:
November/December 2016• Sponsored profiles due:
September 25, 2016 CUSTOM EDITIONS• By invitation only
Photography: Parish Kohanim
audience: Salon owners and managers
reach: 20,000 top-producing salons
frequency: 9 times per year in printDaily online and socialTwice weekly eletters
SalonToday.com
NEW!Single-topic,
single-sponsorissues.
17
spring 2014
A Starter’s Guide to a Beautiful Career
FIRSTCHAIR.COM
A MODERN SALON PUBLICATION
HOW do
I do that?!
Getting started on choosing
a specialty, making more money,
opening your own salon and
even launching
a product line
.com
How industry icons
got their big break
A day in the life of
a hair extensionist
Expert advice for success
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.com
summer 2014
FIRSTCHAIR.COM A MODERN SALON PUBLICATION
A Starter’s Guide to a Beautiful Career
The prep, the plan, the big day
Your hairstrology horoscope
Getting over the fear of selling
It’s in the Stars
Retail Details
Your First Photoshoot
NAHA’s Newest Talent See the work of the Student fi nalists
Clear Skies Ahead Create a post-grad plan now to ensure you’re set for success!
Build your brand’s futureFIRST CHAIR is the salon industry’s only media
platform and community crafted exclusively for
cosmetology students and recently licensed salon profes-
sionals. The program includes content-rich print guides
published three times a year, plus digital editions, all
produced in cooperation with the American Association
of Cosmetology Schools.
Good salon habits start hereA “starter’s guide to a beautiful career,” FIRST CHAIR
helps students transition to salons, by complementing
a school’s curriculum with extra support on life skills
and salon business education. Topics range from scouting
salons, personal finance, consultation skills, building
a portfolio and more. A firstchair.com section on
MODERN’s site makes it easy to find more content
just for new talent.
FIRST CHAIR IS WHERE THE CONVERSATION STARTS
Hook and hold FIRST CHAIR keeps the student body involved
across print and digital media. New professionals
actively post work to Stylist Submissions on
modernsalon.com, as well as across our social plat-
forms. Through FIRST CHAIR, they are pointed
toward a world of opportunities with sponsors,
potential employers and the MODERN SALON
community. Advertise year-round to constantly
connect with a new crop of beauty professionals at
different points in their journeys!
Spring 2016GETTING HIREDTOPICS | Job-hunt, interview and
salon-scouting skillsCLOSING: 01/04/2016MATERIALS DUE: 02/12/2016
Summer 2016REAL-WORLD SKILLSTOPICS | Budgeting, time-
management and work-life balanceCLOSING: 05/02/2016MATERIALS DUE: 05/23/2016
Fall 2016CAREER DEVELOPMENTTOPICS | How to present (on stage,
in a class, to a potential employer
and in front of your client)CLOSING: 09/01/2016MATERIALS DUE: 09/19/2016
In Every Issue
audience: Students and new professionals
reach: 50,000 print through beauty schoolsplus digital edition, online section and social
frequency: 3 times per year in printDaily online and social
ModernSalon.com/FirstChair
A Starter’s Guide to a Beautiful Career
summer 2015
TIPS ON HOW TO RECRUIT
Photo-worthy Hair Models
FIRSTCHAIR.COM A MODERN SALON PUBLICATION
10 Consultation QuestionsBecause ponytails aren’t compatible with pixie cuts
Stress MessHow to manage all the feels at school & in salon
Go Toward the LightNew color techniques emphasize hand-painting & brightening color
001_FC0715.indd 1 7/13/15 10:58 AM
FIRST VIEW | How Industry Leaders Made It Big (and How You Can, Too!)
FIRST SKILLS | Cutting, Color, Nails, Skincare and Business—Master the Skills
You Need to Build Your Own Clientele
TIPS FROM THE TOP | Advice To Hit The Ground Running
SCHOOLOWNERS AND
EDUCATORS read and use First Chair content and participate in our Excellence in Educa-
tion program
Hair: John C. Simpson Photography: Roberto Ligresti Makeup: David Maderich for camerareadycosmetics.comFashion styling: Rod Novoa, assisted by Dennis Pinto Nails: Amanda Smith
19
92 MODERN SALON / June 2015
hat week early November 2014 was supposed to be one of the best of her life, but Jenni Burke, co-owner of The Head Shoppe in Lower Sackville, Nova Scotia, doesn’t even remember it. The birth of her second daughter had gone as planned: a C-section
followed by the bonding of a healthy mother and child. Two days after they came home, however, Burke didn’t feel well. Her husband rushed her to the emergency room, where the doctors determined that, despite being just 34 years old and in otherwise good health, Burke was having a stroke.Although most stroke patients are decades older than Burke, 28 per-
cent are under age 65. Young stroke
patients are more likely to dismiss symptoms and not seek treatment and to be misdiagnosed when they do seek treatment. This is unfortunate, because being treated within the first three hours with clot-busting medica-tion improves the prognosis after an ischemic stroke, which is caused by a clot that blocks blood flowing through an artery on its way to the brain. Burke’s stroke was the second,
rarer type—hemorrhagic, caused by blood leaking from an artery or burst-ing through a ruptured artery, result-ing in too much pressure on the brain and possibly damage to the brain cells. After successful brain surgery to stop the leak, doctors put Burke in an induced coma. When she was brought
out of it, she didn’t know what had happened.The stroke had severely impacted Burke’s left hand, arm, leg and foot. Her speech was a bit slurred at first, most likely because of the paralysis on the left side of her face. After two months of therapy in the hospital,
Burke was transferred to a rehab facil-ity to continue her long climb back to what she hopes will be full mobility. Eventually she was permitted to spend weekends at home, and now she’s back at home and goes for both physical and occupational therapy twice weekly.“When I arrived at rehab, I was in a wheelchair,” Burke says. “I couldn’t get into the bed by myself. It took a couple of weeks just to take my first
Body Disconnect
Watch our Healthy Hairdresser Tuesday
eletters for updates and inspiring stories from our
Healthy Hairdresser Challenge participants! Sign up at
modernsalon.com/healthy.
Salon owner Jenni Burke had two days at home to enjoy her new baby before a stroke sent her back to the hospital and on to an unexpected challenge.
BODY • SPIRIT • BUSINESSHEALTHY HAIRDRESSER
By ROSANNE ULLMAN
»
Anne Clark/Getty Images
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84 MODERN SALON / May 2015
ater, soap, haircolor ingredients, bleach,
perm chemicals, preser-vatives, fragrances, scissors,
hooks, clips. These are the elements of your profession. Unfor-tunately, this is also a list of culprits that can cause hairdressers to de-velop eczema and other sensitivities. Hairdressers can develop an allergic reaction after tolerating an allergen for years.
In Denmark, a hot spot for scientifi c studies of hairdressers’ skin issues, hand eczema accounts for 23 percent of hairdressers who leave the profession for health reasons, second only to muscular-skeletal issues, ac-cording to the Research Centre for Hairdressers & Beauticians in Copen-
hagen. Closer to home, 15 percent of respondents to MODERN SALON’s 2014 Healthy Hairdresser Survey, conducted in cooperation with the City of Hope medical research hospital (cityofhope.org), were at the time dealing with skin sensitivities, including dermatitis. Hand dermatitis and wet work also can predispose you to developing a yeast infection.
The practice of wearing gloves when doing chemical services has been an industry standard for decades. When latex sensitivities surfaced, non-latex gloves became the go-to solution. Support your in-salon work by wearing similar gloves when you do wet work in your spare time and warm gloves outside in cold weather.
To ensure that your work gloves pro-vide maximum protection, don’t forget:• Dry your hands thoroughly before
putting on gloves.• Get a good fi t—neither too tight
nor too loose.• Never reuse disposable gloves.• Try wearing cotton gloves
underneath nitrile, vinyl or polyethylene gloves.
• Remove rings and bracelets.• Any gloves can irritate—don’t
wear them longer than necessary.• Try a gauntlet, extended-cuff style
to cover the wrist and prevent splashing into the glove.
• Do not touch your face or any bare skin with your gloved hands once you’ve immersed them.
• Rinse gloves before removing them.
The Outer Layer
Watch our Healthy Hairdresser Tuesday eletters
for updates and inspiring stories from our Healthy Hairdresser Challenge participants! Sign up at
modernsalon.com/healthy.
Your skin is your shield. How well are you caring for it?
BODY • SPIRIT • BUSINESSHEALTHY HAIRDRESSER
By ROSANNE ULLMAN
To be an Eyes on Cancer ambassador and teach the training program in your salon, click “Contact Us” at eyesoncancer.org.»
Rus
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ashi
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86 MODERN SALON / May 2015
HEALTHY HAIRDRESSER
Even hairdressers who make it a habit to wear gloves when applying bleach or haircolor can neglect to put on a fresh pair when they later go to rinse the color. That’s a critical mistake, stresses Tom Porter, CEO of Malibu C and author of You’re Not Aging...You’re Just Oxidizing!
“Keep your gloves on while you’re rinsing,” he says. “Otherwise, you’re saturating your hands with chemicals as you rinse the hair.”
Porter uses his first name, TOM, as an acronym for Total Oxidation Management. Managing oxidation is key to protecting your skin, he says.
“Oxidation is the point when too much oxygen creates a combus-tion, even at its smallest spark in the body,” Porter says. Oxidation causes the loss of an electron, which leads to the formation of free radicals, and free radicals can lead to skin damage, inflammation and other issues.
Sunburn is just one example of oxidation. Haircolor, of course, is an-other. Porter says. The Malibu C web-site, at malibuc.com/oxidationquiz includes a quiz, “How Fast Are You Oxidizing?” He encourages all salon professionals to take it and learn more about oxidation issues.
In addition to wearing gloves, Porter advises:
In the salon—Ventilate! “Chemi-cals such as ammonia released in the salon environment bond with other chemicals to create new, oxidizing compounds,” Porter says. “During the summer, open your doors and win-dows. Most air conditioners recirculate the air so, at the very least, air out the salon in the morning before you open and in the evening after you close.”
At home—Many communities add chlorine to the water, especially during summertime, just when you’re taking extra showers! “That’s why people itch during the summer,” Porter says. “If you don’t want to drink the chlorine in your tap water, squeeze a lemon into it. There’s enough ascorbic acid in just a few drops of lemon juice to remove the chlorine.”
Outside—Use an SPF15 sun-screen, even on babies and children. “The FDA has made it clear that SPF15 is adequate for most people,” Porter says. “It takes three times more
chemicals to increase the SPF from 15 to 30, and those chemicals can cause free radicals. You also can use freshly activated vitamin C as a sunscreen. Vitamin C normalizes free radicals.”
Prevention is the first line of defense, but if you’re already expe-riencing skin issues or are looking for other ways to prevent problems, you can apply products that protect your hands and skin. Parodi Profes-sional Care, which next month will launch a skin care line of products specifically for salon professionals, is planning to build a community of
Eyes on CancerHairdressing legend Jeanne Braa Foster’s latest endeavor urges stylists to help fight melanoma.May is Melanoma Awareness Month, which comes with four easy-to-remember instructions: Slip, Slop, Slap, Wrap!
For hairdressers, Jeanne Braa Foster might add a fifth direction: gab. “If you see something, say something,” she urges. In 2014, Foster and her husband, Dr. Dean Foster, launched Eyes on Cancer (eyesoncancer.org), a nonprofit cancer awareness organization that teaches beauty professionals to identify early-stage skin cancer. The course is free and available online. The Fosters have another rule, too: “Check yourself first!”Braa Foster became celebrated in the industry as the educator always on platform with Paul Mitchell. After Mitchell’s death, she educated alongside Robert Cromeans. When she left the industry, she and her husband did missionary work and worked on a ministry for cancer patients. It was another salon industry educa-tion icon—Winn Claybaugh, who founded the Paul Mitchell school division—who brought the need for skin cancer awareness to Jeanne and Dean Foster’s atten-tion. They’ve approached dermatologists, who are enthusiastic about the idea.“We’re first trying to reach salons through schools so it becomes a network,” Braa Foster explains. “We want students to share the training with salon owners.” Eyes on Cancer will email a card that you can keep at your station to provide a visual that helps clients know what to look for on their family members’ skin.
“Melanoma has increased 300 percent in recent years,” says Dean Foster, a medical professional and prostate cancer survivor who coaches prostate cancer patients. “The medical industry is crying out for people to become more aware. There are 3.5 million new skin care cases per year; 6 percent of melanomas are on the back of the head and cause 20 percent of the fatalities. They’re hard to find, so they’re found late. But when it’s caught early, melanoma patients have an 85 per-cent five-year survival rate. Two months can make a difference in cure vs. no cure. So having beauty professionals be able to spot it from the chair—that’s a big deal.”
Jeanne Braa Foster and her husband,
Dr. Dean FosterSlip on a
shirt.Slop on
sunscreen.Slap on a
hat.Wrap
sunglasses.
»084-88_HealthyHairdresser_May2015.indd 86
4/21/2015 9:13:05 AM
Year-round, multi-platform programMODERN SALON’s Healthy Hairdresser also
includes the Healthy Hairdresser Tuesdays eletter,
the monthly column in MODERN SALON, custom
research and a Healthy Hairdresser resource center
and archive on modernsalon.com/healthy.
Take care of YOU!
Get started at
modernsalon.com/healthy
January Challenge—Set 3 attainable career goals for 2015,
one in each of these three areas:
Healthy Hairdresser
TuesdaysGet the fi rst look at each new
Healthy Hairdresser Challenge,
along with inspiring stories from
MODERN SALON’s Healthy
Hairdresser community Sign up at
modernsalon.com/healthy.
1. Body (fi tness, fl exibility, endurance,
joint relief, etc.)
2. Spirit (stress reduction, “me time,”
avoiding unhealthy habits)
3. Business (cash fl ow, big purchase of
equipment or technology, new
service specialty, etc.)
TAKING THE CHALLENGE IS EASY!
Step 1: Go to modernsalon.com/healthy
Step 2: Click on the GOAL SETTING CHALLENGE worksheet
Step 3: Find helpful goal-setting tips, encouraging messages,
sponsor giveaways and more!
Step 4: Write your 3 goals and save/print your worksheet
(including directions on how to track)
Step 5: Optional: Share your goals and why they are important to
your career with the MODERN SALON community
$
HEALTHY HAIRDRESSER SPONSORS SUPPORT YOU ALL YEAR LONG!
TAKE CARE OF YOU TODAY—go to modernsalon.com/healthy now!
HH_TakeCareofYouAd_2015.indd 65
12/16/2014 10:36:15 AM
SHOW YOU CARE WITH HEALTHY HAIRDRESSERShaping up beautifully in 2016MODERN SALON’s Healthy Hairdresser program to
promote health, wellness and career survival for salon
professionals is growing—and your company can get
involved! A limited number of sponsorships are
available for a year’s worth of exposure and benefits.
Ask your sales manager for details.
Healthy Hairdresser Head-to-Toe GuideThis comprehensive, annual wellness supplement will
be inserted into March MODERN SALON with bonus
distribution at America’s Beauty Show and other events.
MODERN SALON’S “Healthy Hairdresser Challenge”Throughout the year, MODERN issues interactive
challenges with leading sponsors to salon professionals
to help them sustain their career and wellbeing.
IT’S TIME HAIRDRESSERS
TAKE BETTER CARE OF
THEMSELVES! AS A HEALTHY
HAIRDRESSER SPONSOR, YOU
CAN HELP THEM SUSTAIN A
LONG, BEAUTIFUL CAREER.
ModernSalon.com/Healthy
21
Hiele: Contemporary haircolor
is trending toward more saturated,
reflective shades. We’re also seeing
graceful color shifts with tones melting
from deepest to lightest in a very subtle,
natural transition. Shades of browns diffuse
from midnight to Marsala into mushroom.
Shades of red are transitions of crimson,
lava and cayenne. Blondes are trending
dove gray, desert sand and chamomile.
Black: This season we are seeing a
movement towards stronger tones.
The rise of the redhead continues with
an emphasis on hyper-real coppers. The
natural redhead look is taken a step
stronger with multi-dimensional coppers
layered on top of one another to create
a blended look with staggered, block-
coloring placements. Highlighting is
given a retro ’90s twist with chunky, bold
placements of thick weaves and slices
that are used to emphasize focal areas of
a cut. For example, soft, mid-length
styles are brought to life with highlight-
paneling through the sides to show off
soft movement. Blondes are going to be
given a warm, stained look for winter,
with smudged strawberry-blonde tones to
tone down lightness but infuse warmth
for the winter.
Bossendorfer: Contemporary
color trends are coming from two separate
origins. One is a very natural, soft place-
ment of highlights that brighten and ac-
cent a beautiful base. Whether it’s a canvas
of caramel, sand, or silver blonde, the
combo of brightness from the lights and
depth from the base present artistry from
the hairdresser to create this trend I see as
“pure beauty.” The global tie-dye obsession
is here, too, somewhat like ombre. All ages
are embracing this trend!
Palmer: We are seeing a lot of
seamless color created with warm
chestnuts, mochas and caramels.
Techniques like balayage are moving
clients away from the traditional partial
highlights and into a more natural look.
On the other side of the color spectrum,
fashion colors are still really popular—
pinks, purples and teals are dominating
the hair world in a big way.
Minardi: The most apparent trend today
focuses on the use of very vivid party tones,
which could never be described as natural—
pink, green, blue, violet—all of these applied
globally or in selected strands are what we see
in the media, on celebrities and in television
and film. However, I think one of the most
important trends is the ability to keep hair in
fabulous condition as we color. Technology
has given us sophisticated, conditioning color
and care products which work to create
gorgeous colors as they simultaneously put
the hair in fabulous shape.
Love: The trends are getting more
natural and softer. We are gravitating
towards playing with our clients’ naturally
textured hair and color by adding a
simple pop of color to enhance their
natural, beautiful locks.
Dubré: Metallic shades continue to
be all the rage, either with a full-head
application or a subtle introduction—silver
and violet give the color a cool feel.
Lee: I see two trends: First, creating
a three-dimensional look, and second,
mixing and diluting tones to push the
limits beyond the ordinary. We are taking
basic highlights and adding shadows at the
roots along with balayage/ombre on the
ends. Blondes, brunettes and red hues can
all appear three-dimensional simply by
doing a little balayage on the ends. Pops
of brightness framing the face add both
depth and movement. Another trend is to
merge and dilute tones, which allows the
artist to create a whole new palette for the
client. Adding gold tones with cooler tones
used to be frowned upon, and now it’s
the hottest trend! Diluting tones with
clear helps to create powder or pastel
tones, which clients are asking for.
Cunningham: We are continuing to
see babylights as a trend on both blonde
and brunette clients. Another trend is
sombre. Low-maintenance color has been
a trend for a while and sombre, a much
more subtle and blended take on ombre,
provides a more wearable and natural
look that is flattering on everyone—but
especially brunettes.
Cole: Color trends today stem from
a much more organic approach. We are
seeing a lot more hand-painted dimension,
custom couture colors and techniques as
well as enhancements of nature’s shades
like a deepened base or sparkling gray hair.
Jurenas: Color trends that are still
in high demand are techniques that use
multi-dimensional freehand, balayage,
and techniques to create colors that
melt together to create a kaleidoscope of
colors. Popular tones today include pastel
pigments, like pearl tones, or soft colors,
such as rose golds and buttery blondes.
Bianca: We see a lot of sombre/
babylights. People want a natural look
that is low-maintenance but still looks
expensive. Ombre is still very popular along
with balayage highlights. During the fall,
we always see more vivid colors as clients
want to go darker; however, many have an
amazing blonde base to work off. We see
a lot of guests requesting red/violet hues
along with our famous cherry-cola color,
which is a red-violet formula.
Matiz: Trends are inspired by nature,
especially all the shades of gold, from
black raw golds to white golds. Another
color trend I see is inspired by eroded
landscape colors—anywhere from sun-
kissed, natural raw colors to faded pastels.
Adelman: I’ve been doing an increasing
amount of two-tier lightening services
toned with delicate pastels. Currently,
shades of gray are popular. Last year it
was violet, then rose-gold. Shade trends
come and go, but I think the all-over blonde
combined with a creative toning technique
is here to stay. With a perfect level 10, we
can offer something unique and different
every time our client comes in.
“Techniques and
products that actually
improve the hair are
the trends I embrace
the most.”
// BETH MINARDI //
ArtistInsights What’s trending
in color now?
CONTINUED >>
46 modernsalon.com/PROCESS
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MediaMASTERSSocial media super-star
pics and tips
Beyond the
FormulaColor experts go deep
on techniques and troubleshooting
IN COLORPROFILES
A-Z snapshotsof leading brands
COLORRESEARCH
What clients want vs. colorist practices,
perceptions
FALL 2015
IMPORTANT TRENDS, TECHNIQUES & TECHNOLOGY
MODERNSALON.COM / PROCESS
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Color drives the salon industryA strong color business means a strong salon
business – right? And with our PROCESS program,
MODERN has created the definitive color research
to build color confidence and drive color success.
Providing data-based best practices and trend analysis,
business opportunities, a troubleshooting guide and
reference materials related to color education, events,
resources, consultants and suppliers – this is the
industry’s definitive and most valuable color tool.
All platformsPROCESS is the ONLY industry program including
research, print supplements, online content, contests,
digital editions, lead generation, social media engage-
ment and live presentations – ensuring that you can
reach your customers, and your customers can find
PROCESS’ information when and how they want it.
SUCCESSFUL COLOR =SUCCESSFUL BUSINESS
All your customersPROCESS is the ONLY industry program that
reaches and addresses ALL the people involved in
decisions related to the purchase of color products.
MODERN addresses stylists and owners, SALON
TODAY addresses top salon owners, FIRST CHAIR
addresses the beauty school community, MEMO
addresses chains, distributors and manufacturers reps,
and SOLO ARTIST addresses the rental community.
SPONSORSHIPS AREAVAILABLE. ASK YOUR MODERN SALON SALES
REPRESENTATIVE
70 modernsalon.com/PROCESS
For the CONSUMER portion of the PROCESS HAIRCOLOR RESEARCH, MODERN SALON focused on a haircolor target audience of women age 18 or older, all of whom currently color their hair. The sample was chosen to refl ect the general population in terms of age and ethnicity. Respondents were further separated into two categories: consumers who receive professional hair color servicesin a salon and those who color their hair at home (box color).
WHY DO WOMEN COLOR THEIR HAIR?Before delving into the differences between the two types of color consumers, consider what they have in common—the root reasons they do it. • Not surprisingly, the number one reason all women surveyed—home color consumers and salon clients combined—say they color their hair is to cover gray/look younger (46%), followed by a desire to look and feel more attractive, and the “need to make a change.” • Among younger color consumers age 18-34, the desire for “change” jumps to 59%. For women 35 and older, gray coverage becomes even more important, at 65%. • Almost one-third of all women surveyed said they fi rst colored their hair before age 18.
While not shocking, these � ndings do con� rm opportunities for salons to customize and grow color business. (More on that ahead.)
MAKE MORE MONEY WITH COLORTo earn more haircolor revenue from women who already color their hair, salons and colorists can do three things:1. Introduce services and add-ons to increase the average ticket and/or frequency of visits among your current color clients.2. Market to and attract color clients from other salons to yours.3. Convert home “box” color consumers to salon
color clients.To accomplish the latter, you must understand why women color their hair at home in the � rst place.
WHO ARE YOU MISSING?Why Consumers Don’t Get Their Color at the SalonYou know professional haircolor is a good investment (and less expensive than color correction), but the number-one reason cited by 77% of women who color their hair at home is “the cost is too high.” They also believe: • I can do color as well or better at home (28%) • Coloring my own hair gives me greater control (24%) • Doing it myself gives me great satisfaction (17%) • I don’t have the time to go to a salon (16%) • Can’t � nd a salon/colorist I like (14%)
They like it just fi ne. Overall, they are pretty happy with the results of their own color work, with 97% saying they are mostly or completely satis� ed. This is likely driven by “lower expectations” for their hair, and not being familiar with the impact of salon haircolor services.They aren’t prone to visit salons, period. Women who are content to color their hair at home do not frequent the salon often for any services, with 37% rarely or never visiting a salon, and another 24% coming in only every nine weeks or longer between visits. When home color consumers do go to the salon, it is usually for a professional cut (79%) or style (41%) and less frequently for nails, waxing, conditioning treatments, texture or other services.
UNDERSTANDINGCOLOR CONSUMERS
REASONS FOR COLORING HAIR
Cover gray/look younger
Look and feel more attractive
Needed a change
Change Color
Touch-up
Fashion statement/Stay on trend
Grew tired of having bad hair days
Inspired by a celebrity hairstyle
Other
Change is a significant
reason for coloring hair
Why do you color your hair? (select all that apply)
2%
5%
6%
16%
16%
32%
36%
43%
46%
HAIRCOLOR RESEARCH S P E C I A L R E P O R T
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modernsalon.com/PROCESS 71
COLOR CORRECTIONOut of the Box, Into Your ChairEven though home color consumers say they are happy with their box results, the highly pro� table color correction business done in salons tells a different story, and is by far the greatest opportunity for colorists to convert those consumers to regular color clients.
According to MODERN’s survey of salon professionals who color hair: • 44% report they “sometimes” have bookings to correct do-it-yourself color mistakes • Another 27% say they regularly bene� t from corrective business
HOOK AND HOLDA hurdle to converting home-color rescues to regular clients is that color corrections are expensive to execute, due to complexity and time required. With “cost” being the home color consumer’s biggest objection to coloring in-salon, a colorist should be proactive in acknowledging the “one-time” expense to � x the damage, and outline follow-up: • Confi rm what she wants to accomplish with her color going forward and offer a professional service plan. • Be specifi c on what the next “regular” touch-up or service would cost and how much time in the salon it would take. • Introduce retail color-care products to protect her investment and recommend “bridge” products like retail root touch-ups or color-toned dry shampoos to help her stretch appointments and resist the temptation to go back to the box.
• If price-resistance is still an issue, offer a junior colorist or assistant at a lower rate, assuring that you will oversee the formulation, etc.
WHY CLIENTS COME TO SALONS(YOURS, SPECIFICALLY) FOR HAIRCOLOR
REASONS FOR NOT GETTINGHAIR COLORED PROFESSIONALLY
[AMONG THOSE WHO COLOR THEIR HAIR AT HOME[AMONG THOSE WHO COLOR THEIR HAIR AT HOME[
] AMONG THOSE WHO COLOR THEIR HAIR AT HOME] AMONG THOSE WHO COLOR THEIR HAIR AT HOMEWhy do you not mostly get your hair colored professionally at a salon? (select all that apply)
Cost is too highI can do as good or better
at homeDoing it myself gives me
greater controlDoing it myself gives
me great satisfactionI don’t have the time
Can’t find a salon/stylist I likeI get it colored at a salon
for special occasions onlyI was not happy with the salon
results/experienceNot enough gray to warrant
a trip to the salonI get it colored at the salon
and maintain it at homeCan’t find a salon near me
Coloring at the salon is bad for my hair
Coloring at the salon is bad for my health
Other 3%
2%
2%
2%
4%
6%
9%
13%
14%16%
17%
24%
28%77%
TOP 10 FACTORS WHEN CHOOSING A SALON FOR COLOR
My stylist
PriceQuality of service/reputation
Salon cleanlinessQuality of color products used
Salon is convenient to work or homeSalon atmosphere/ambiance
Hours
ValueSalon provides services in which I am interested
Key driver when choosing a salon
Other important drivers
19%
28%
29%
29%
32%
38%
39%51%
57%
71%
Secondary drivers
Of the choices listed, please select UP TO 5 that are most important to you when UP TO 5 that are most important to you when UP TO 5choosing the salon you go to for color service
As noted, the most important reasons the average woman chooses to color her hair are: gray coverage, to look and feel more attractive, needing a change, needing a touch-up, etc. All things that give a skilled color professional a decided edge against “the box.” Ultimately, consumers who choose salon hair color over home hair color realize the salon does a much better job (69%). Other key reasons are “good relationship with my stylist” (44%) and “doing it at home is too much of a hassle” (37%). So, once a consumer has decided she prefers to be a salon color client, how and why does she choose one salon over the other? Or one colorist? Why does she leave salons or switch colorists?
WHY CLIENTS CHOOSE A SALON When asked to select the most important factors when choosing a salon for color services, the group of salon color clients said “it all starts with you”—the salon pro! • Most important: My Stylist/Colorist (71%)• Secondary drivers: Price (57%) and
Quality of Service/Reputation (51%)Other important factors include salon cleanliness, quality of color products used, convenient location and salon atmosphere.
Not as important to clients are referrals, brand of color offered, traf� c, social media/online reviews, loyalty cards and incentives, ranging from 11% to 4%.
modernsalon.com/PROCESS 71
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21
ModernSalon.com/Process
23
This changes everything, or does it?Most people understand that rental is impacting our
industry, but it’s also been the “elephant in the room”
that few want to talk about or address. As a result,
MODERN has taken the lead in getting out the facts
and facilitating a meaningful dialogue through our
Rental Realities special report, the industry’s most com-
prehensive analysis of perception, realities and rental’s
business, financial and tax considerations. This includes
research on renters, non-renters, former renters and
owners and has been presented to stylists, salon owners
and suppliers and at major industry events.
People go back and forthOur research confirms that renters are almost identical
to non-renters across a wide range of demographic
considerations. They just care about, and are motivated
by, different things. The industry will never go back to
“the way it was” so we want to make sure that stylists
understand their choices, make the ones that are best for
them and have the tools to be successful.
Connecting you with rentalThey are part of our community and we’re treating
renters just like we’d treat any other stylists – with un-
derstanding, respect and a commitment to their success.
SOLO ARTIST, our communication for the rental
community, is geared specifically for their needs and is
the most direct and effective way to reach them.
SOLO ARTIST: MAKE ADIRECT CONNECTION
ModernSalon.com/SoloArtistModernSalon.com/Rental
25
MODERN DIGITAL = GROWTH AND RESPONSE
Mobile-optimized, responsive designOur platforms feature the latest in responsive design
technology, meaning visitors have a great experience
on any device, and MODERN sites will continue with
record-breaking increases in traffic.
Simple, social, smartOur sites feature a simplified navigation that looks
and feels more like the social media communities our
MODERN audiences belong to and enjoy. They
especially love the improved visual presentation of
the popular how-to and portfolio sections.
Best content, better tools,more engagementMODERN SALON Media sites have more content
than any other industry source. We’ve added enhanced
tools for community engagement, commenting and
social sharing.
Native advertising,your Brand VoiceMODERN’s platforms offer innovative
sponsored options to embed your message
directly within our content formats. Ask your
sales manager for details.
OUR CONTENT IS RESPONSIVE, AND EASILY
VIEWED ON A PHONE.
Advertising and custom content options available now!
YOUR ONLINE MESSAGE OPTIONS
Banner Advertising: 3 choices, one price!• TOP BANNER• RECTANGLE BANNER• SUPERSIZED BANNER
Native Advertising: your content on our sites• BRAND VOICE: your article (up to 1,000 words) • SPONSORED CONTENT: your image and
message (50 words max)
Custom Eblast: your message sent directly to our digital audience
Brand Voice Eletter: An edition of MODERN SALON’s or SALON TODAY’s eletter devoted exclusively to your brand
Eletter Advertising• RECTANGLE BANNER• NATIVE ADVERTISING: your content in our eletter
MORE CONTENT, MORE TRAFFIC, MORE AWARDS THAN ANY OTHER INDUSTRY WEBSITES
SITE STATS:700,000 salon
professionals visit MODERN SALON sites monthly.
80% of stylists and 55% of owners do so from mobile
devices. Responsivedesign makes a beautiful
difference!
27
MODERN SOCIAL ISALWAYS TRENDING
Click, post, share, repeatWith the fastest growing and broadest assortment of
social communities—across Facebook, Instagram,
Pinterest, Twitter and YouTube—MODERN SALON
is the social media leader in professional beauty. Our
vibrant platforms allow us to engage with dedicated fans
on a one-to-one, 24/7 basis. We’re always working to
inspire, validate and educate the hundreds of thousands
of salon professionals who follow us.
User-generated contentMODERN editors have their fingers on the pulse of so-
cial engagement. They apply their expertise to encourage
an unparalleled amount of sharing and celebration of the
techniques, trends, formulas,
best practices and artistry of
working salon professionals.
Our editors curate this peer-to-
peer conversation, then convert
it to an interactive showcase
of talent across all MODERN
digital and print platforms.
»SOCIAL CAMPAIGNS, CONTESTSHere are just a few of the ways your
brand can leverage MODERN’s social
media expertise and engagement, and
get involved with our communities:
CUSTOM CONTENT
PROMOTED POSTS
CUSTOM CAMPAIGNS AND CONTESTS
LIVE EVENT COVERAGE
EVENTS
GIVEAWAYS
ANNOUNCEMENTS
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Another highly visual platform and MODERN is THE professional beauty leader!
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Hairdressers are visual people, so MODERN focuses on Instagram’s “life in pictures” platform. Much of our digital and print content comes directly from those who share and post with us through Instagram.
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At every industry event, MODERN editors are recording the action with video, sound and images. After uploading, we link and share through our websites, eletters and social media.
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A statistically younger audience gets exclusive, behind-the-scenes looks at a day in the life of MODERN editors, quick tutorials, new product demos and event coverage—plus, they can snap the editors messages back!
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What’s better than reading about the latest trends in beauty? Reading about it in 140 characters or less!
MODERN’s Twitter communities have the highest following of any professional beauty media
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MODERN editors love to engage with readers in real time–and Periscope allows us to do just that! During interviews, demos and “fly on the wall” ’scopes, we can interact with our readers LIVE.
PERISCOPE
29
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MODERN CUSTOM ISYOUR STORY, YOUR WAYThe leader in custom solutionsFor more than 15 years, MODERN SALON Media has
been the industry leader in providing custom media
solutions. Our clients include leading manufacturers,
major distributors, large and niche chain salon groups,
associations and more. Target audiences range from salon
staff to best customers to consumers.
Your vision, our expertisePut MODERN’s experience and knowledge to work for
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objectives. From turn-key project management to à la
carte content, design or distribution services, we cover
whatever you need.
Whatever you imagine…MODERN SALON Media’s Custom Publishing Group
can help you get the job done and your message across,
on any platform.
»HERE ARE JUST A FEW WAYS MODERN CAN BE A CUSTOM PARTNER AND HELP YOU:
LAUNCH YOUR OWN E-LETTER
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CREATE FRESH CONTENT
DO PROPRIETARY RESEARCH
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DESIGN A CONTEST
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& INSERTS
EVENTS
SO MANY CUSTOMWAYS TO CONNECT!
MODERN makes it easy with more support, innovation and
custom services than you’ll find anywhere else in the
beauty industry.
PRINT AND DIGITAL SPECIAL TRIBUTES
Congratulations 2015 North American Hairstylistof the Year Winner, Robert Grimes
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HOW?Start by uploading images of your best updos to ModernSalon.com/HUW-PRO. The top 10 finalists will be sent a HUW PRO Clip-in Extension Starter Kit (an $810 value!) to use in the final round.
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54 TEXTURE / June 2015
RESEARCH RESULTS WHAT CLIENTS WANT
All Types of ChallengesStylists have a pretty good grasp of the unique challeng-es textured clients face, and realize that different levels of curliness present different challenges, as the results of the consumer poll (see graphs specific to each texture type) illustrate.
The key take-away for styl-ists is to identify and be ready with “solutions” for each of those challenges:• Know the distinct services
and product innovations that can be customized for each client who presents with the specific hair type.
• Be prepared to tailor the consultation and the recom-mendation to wavy, curly and coily.
• Develop a menu of spe-cialty product cocktails or treatments that address each issue.
Who Influences Product Purchases?Textured hair requires lots of care. Stylists report using up to eight products on their textured clients, with the aver-age falling in the three to five products range, and consumer research supporting use of multiple products.
A decisive 98 percent of stylists said they’re “mostly” or “completely” comfortable sug-gesting products to textured clients, with the same percent-age believing that they have at least some influence over their clients’ purchases, no matter what the client’s hair texture. This is good news—as long as stylists are truly following through with informed, cus-
tomized product recommen-dations specific to the clients’ needs. Because the consumer survey shows an 80 percent gap between stylist perception and consumer reality.
In fact, only 18 percent of respondents rated the stylist’s product recommendation as “very important” to their ultimate hair product purchas-es, with another 36 percent describing as “moderately important.”
So where are they getting product info? What and who influences their decisions? They trust other curly, coily and wavy clients. Word of mouth—or word of curl—is key.
About half of curly and coily consumers reported that product reviews are the most important factor when they consider trying a new product. They go online to read those reviews; further, online was the fourth most frequent venue they reported for hair product shopping.
Clients with all hair textures appreciate samples, according to the consumer survey. Regarding the most recent sample they received, 81 percent of respondents said it was for a brand they might not otherwise have tried.
Take-away? To be most effective in the texture category, stylists and salons must position themselves as texture resources and authorities. Post reviews of professional salon products offered at the salon, online and through social media. Encour-age client reviews of favorite curly products and services. Start your own sampling pro-gram or promotion. Ask your distributor or texture brand partners for assistance or ideas.
CONSUMERS GET THESE SERVICES
Services received within the past year.
Hair Color 44%Straightening/Relaxing 9%Keratin 9%Perm 2%None 44%
Percentage Who Do Services at Home
Color
Wavy 41%Curly 47%Coily 66%
Straightener/relaxer
Wavy 27%Curly 37%Coily 46%
Keratin
Wavy 31%Curly 41%Coily 69%
Perm
Wavy 39%Curly 33%Coily 42%
Wavy Hair Concerns
Frizz Reduction 48%Moisture 8%Management/Styling 17%Breakage and Growth 14%
Curly Hair Concerns
Frizz Reduction 41%Moisture 15%Management/Styling 15%Breakage and Growth 15%
Coily Hair Concerns
Frizz Reduction 9%Moisture 29%Management/Styling 16%Breakage and Growth 28%
CONSUMERS’ CHALLENGES VARY BY TEXTURE
xxx_MS-TexResearch_Part2_June2015.indd 54 5/8/2015 4:28:09 PM
MODERN is the industry’s research leaderGuesses are good but facts are better. And MODERN
provides more data-based information than anyone else.
As quickly as our industry is changing, MODERN provides
stylists, owners, brands and distributors with the trusted
information they need to make informed decisions.
MODERN research addresses virtually ALL of the
industry’s most critical and trending topics: the industry’s
adoption and use of technology, hairdresser health issues,
the growth of the textured hair category, taking advantage
of the men’s market, opportunities in hair color and the
realities of salon rental. Our research has been published,
posted and presented at virtually all major industry events
– all with the goal of helping our community grow and
prosper.
MODERN’S research can be all about youWhether you want to measure your brand’s equity, your
customer’s attitudes and preferences, your competitive
landscape, benchmark your activities or analyze industry
trends, MODERN can help—discreetly. Our custom
research division provides turnkey execution on all types
of research and all platforms – across both salon
professionals and consumers.
KNOWLEDGEIS POWER
OUR CAPABLITIES INCLUDE…• Market expertise (we understand the nuances
of the market and ask questions correctly /
get the best answer, plan for drill downs)
• Credibility with the audience, leading
to higher returns and better engagement /
information
• Research expertise. We’ve quietly worked
for many of the industry’s most recognizable
names
• The widest range of research solutions /
options / products
• Reliable databases that can be targeted /
segmented for your specific needs
• Development of integrated programs to help
you merchandise the results (if desired),
including white papers, webcasts, eletters,
social media, supplements, etc.
• You can leverage our credibility with both
your internal and external customers
modernsalon.com/PROCESS 77
TOP 10 F ACTORS WHEN CHOOSING A COLOR BRAND
Color failed to perform/inconsistent
Color became too expensiveNot easily available
New technology available
Not enough education providedLack of supportNot easy to use
IngredientsClient request
Sales incentives from another brand/discount
Not provided with enoughpersonal attention
Peer recommendationPersuasive sales rep
A brand with less SKUsOther 4%
3%3%
6%
7%
10 %
13 %30 %
36 %39 %
43 %45 %
48 %49 %
80 %
Most compelling reason
to change colorbrand
COLOR PRODUCTSPREFERENCES, PURCHASING, USAGE
Performance Matters Most
The most important factor when a salon professional chooses a
color brand is performance (76%). Consistency, a quality brand
name (reputation) and educational support are also key drivers.
How Many Brands Do Colorists Use?
Colorists typically take advantage of all of the color brands carried
by the salon. • 44% of colorists work regularly with two color brands
• 26% use only one
• 22% work with three brands at any given time
Color fl uency: A quarter of survey respondents report having
used eight or more color brands over the course of their career.
COLOR PARTNERSWhat You Need From Them
When asked what they expect from color suppliers, most salon
professionals mentioned education, followed closely by fair
pricing. Most also assume quick shipments and customer support
as key to their relationship with manufacturers and distributors.
Colorists at commission-based salons are more likely than
renters to expect education in-person (72% vs. 59%). The tables
turn, however, with online education, which is expected by 64%
of renters vs. 50% of commission stylists/colorists.
Why You Change Color Brands
“It doesn’t work” or “I can’t count on it” are likely reasons a
customer would drop any product, and haircolor is no exception.
Salon professionals cited “the color failed to perform” or
was inconsistent as the most compelling reason by far (80%)
to change color brands, followed by “the color became too
expensive.” Lack of availability, lack of education and lack of
support—along with the product being too dif� cult to use—were
also noted by more than one-third of respondents. Interest in
“new color technology” would tempt 45% to switch.
Where to Buy Color
When asked from which sources they buy color, most salon
owners and renters who purchase haircolor say they do so from
a professional distributor store (68%) or directly from a sales
consultant (51%). Another 14% report purchasing directly from
a manufacturer; 8% from an OTC (over-the-counter) store.
THE BONDING PHENOMENONAn add-on, preparatory service many colorists have been
introducing to clients in increasing numbers over the past year is
“bonding,” a rapidly growing category of color additives designed
to protect the integrity of the hair.
The category has been called a “game changer” by colorists
throughout the world and was pioneered by Olaplex.
Awareness, for a new product, is exceptionally strong.
As typically happens with any successful introduction, other
brands are entering the space.
• 64% of our surveyed colorists said they used treatments
formulated to crosslink broken bonds and eliminate breakage
due to chemical services, with nearly a third of those using the
treatment with a majority of color services. (CONTINUED >)
TOP 10 FACTORS WHEN CHOOSING A COLOR BRAND
Performance
Consistency
Quality of brand name
Educational support
Ease of use
Reputation of company
Availability
Price
Relationship with supplier
Business support
Key driver
Of the choices listed, please select UP TO 5 that best explain why you UP TO 5 that best explain why you UP TO 5use a certain color brand.
Secondarydrivers
Otherimportantdrivers
17%19%
22%
24%
40%
41%
48%
49%
53%76%
WHAT COLORISTS EXPECT FROM COLOR SUPPLIERS
Education - in personFair pricing
Education - online
Quick shipments
Customer supportAccessibility
Business supportSamples
Sales incentives
Flexibility on quantitiesor minimum purchases
Personal attention
Nothing, I just use the productOther 1%
3%34%
37%
37%38%
44%46%
54%55%56%
64%66%
Primaryexpectations
Secondaryexpectations
What do you expect from your color suppliers? (select all that apply)
modernsalon.com/PROCESS 77
68-79_ColorFacts_PRO0915_v8.indd 779/17/15 7:10 PM
33
JanuaryBEGINNING BIGStart off the year right with ideas on goal-setting, education planning and exploring other areas of specialty.TREND | Healthy hairPRODUCT FOCUS | BrushesEXPANDED COVERAGE | Gluten-free products
CLOSING: 11/20/2015MATERIALS DUE: 12/03/2015
FebruaryTHE HAIRCUT ISSUE—money-making to avant garde, and all things in between.TREND | Makeovers SPOTLIGHT | Shears and razorsPRODUCT FOCUS | Split-end sealers
CLOSING: 12/29/2015MATERIALS DUE: 01/04/2016
MarchGLAMOR AND DRAMARed carpet, Hollywood, glitz and glam.TREND | Vacation mustsPRODUCT FOCUS | Texturizing spraysEXPANDED COVERAGE | Spring nail shades and servicesSPECIAL SUPPLEMENT | Healthy Hairdresser
CLOSING: 01/25/2016MATERIALS DUE: 02/03/2016
AprilANNUAL SPECIAL–OCCASION ISSUEBraids, chignons, accessories and tips for prom, wedding and festival season.TREND | Brides with blingSPOTLIGHT | Colorful thermal toolsPRODUCT FOCUS | Firm-hold finishersEXPANDED COVERAGE | Application, care, color and business opportunities for hair extensions
CLOSING: 02/25/2016MATERIALS DUE: 03/04/2016
MaySUMMER COLOR PREVIEW2016’s first installment of formula round-ups from the industry’s top colorists and leading brands.TREND | Swatch WatchPORTFOLIO | Haircolor that ranges from avant garde to classic and timelessSPOTLIGHT | Pigmented products for reds and brunettesPRODUCT FOCUS | Cleansing conditioners
CLOSING: 03/25/2016MATERIALS DUE: 04/01/2016
JuneANNUAL MEN’S ISSUEThey’re the most loyal, they come in more frequently, they buy product and they refer their friends. Meet your new favorite client: men!PRODUCT FOCUS | Powder-based productsEXPANDED COVERAGE | Beard carePLUS | Meet the NAHA finalistsSPECIAL SUPPLEMENT | Texture!
CLOSING: 04/25/2016MATERIALS DUE: 05/02/2016
JulyEVERY AGEWearing it well in her 40s, 50s, 60s and beyond. CELEBRITY STYLE | Glamor through the decadesPRODUCT FOCUS | Shine spraysEXPANDED COVERAGE | All-in-one multi-taskers
CLOSING: 05/25/2016MATERIALS DUE: 06/03/2016
AugustGAME CHANGERSOur annual “talent” issue shines the light on up-and-comers and social media all-stars who have “liked” their way to the top!SPOTLIGHT | Curling irons and wandsPRODUCT FOCUS | Thickening shampoos
CLOSING: 06/24/2016MATERIALS DUE: 07/01/2016
SeptemberFALL FORECASTFashion Week runways around the globe influence hair and beauty in the salon and on the street—here’s what to look for in the coming months.PRODUCT FOCUS | Pink products for Breast Cancer Awareness EXPANDED COVERAGE | Trending nail shades and nail artSPECIAL SUPPLEMENT | NAHA Winners Portfolio
CLOSING: 07/25/2016MATERIALS DUE: 08/03/2016
OctoberFALL COLOR ISSUEAs the days get shorter and cooler, clients will be looking to darken and enrich their color formulas—we talk to the top colorists and trend setters for buzz-worthy formulas.PRODUCT FOCUS | Holiday retailEXPANDED COVERAGE | Standout packaging
CLOSING: 08/25/2016MATERIALS DUE: 09/01/2016
NovemberHOLIDAY, CELEBRATE!Winter trends and services that will keep her sparkly and photo-ready to ring in the new year.SPOTLIGHT | Clippers and trimmersPRODUCT FOCUS | Curl creams
CLOSING: 09/26/2016MATERIALS DUE: 10/03/2016
DecemberIN CASE YOU MISSED ITOur annual gift to you: the top headlines and hairlines of the year.SPOTLIGHT | BlowdryersPRODUCT FOCUS | Gels
CLOSING: 10/25/2016MATERIALS DUE: 11/03/2016
January/FebruaryTHE 19TH ANNUAL SALON TODAY 200The salon industry’s most prestigious competition celebrating salon business and sharing best practices. MINDSET QUESTION: What’s on your professional bucket list for the New Year?SERVICE SPOTLIGHT: Conditioning Treatments, Beauty Bar ServicesMARKETING: Salon Loyalty AppsINDUSTRY ROUNDTABLE: What do you predict will be the big beauty breakout retail product or service categories for 2016?
CLOSING: 11/30/2015MATERIALS DUE: 12/03/2015
MarchTHE MOTIVATION ISSUEA look at the latest tactics and techniques for inspiring team members to stretch cre-atively, market themselves and educate the client about retail. Editorial Bonus: The 2016 Take Action Guide, a directory of beau-ty-based philanthropies and activities. MINDSET QUESTION: How do you encour-age creative thinking in your organization? SERVICE SPOTLIGHT: Hair Thinning Solu-tions, Therapeutic MassagesMARKETING: Social Media CampaignsINDUSTRY ROUNDTABLE: What three qual-ities would someone need to be successful at your job?
CLOSING: 01/22/2016MATERIALS DUE: 02/03/2016
AprilTHE GROWTH ISSUEFrom double-shifting to goal-coaching to increasing average tickets, specific systems for growing your service and retail sales without adding team members or locations. SERVICE SPOTLIGHT: Creative ColorServices, Rejuvenating FacialsMINDSET QUESTION: What’s the biggest challenge facing leaders today?MARKETING: Retention and ReferralProgramsINDUSTRY ROUNDTABLE: Name a time you have risked something and failed. What did it teach you?
CLOSING: 02/25/2016MATERIALS DUE: 03/04/2016
MayTHE CULTURE ISSUEIf owners don’t create their salon culture, it will be created for them. We’ll look at en-gaging activities that develop and maintain a culture that attracts talent and clients. Editorial Bonus: The 2016 Education Guide spotlights the year’s best events. SERVICE SPOTLIGHT: Special Occasion Makeup, UpdosMINDSET: What’s your process for ensur-ing a new hire will fit with your company’s culture?MARKETING: Guerilla CampaignsINDUSTRY ROUNDTABLE: What’s the most challenging employee relations issue you’ve ever faced?
CLOSING: 03/25/2016MATERIALS DUE: 04/01/2016
JuneSALONS OF THE YEARAn inside look at the 20 winners of the 2016 annual décor competition.MINDSET QUESTION: How does salon design improve the client experience? SERVICE SPOTLIGHT: Hair-ThinningServices, Upgraded PedicuresMARKETING: Service MenusINDUSTRY ROUNDTABLE: How do you visually communicate your brand?
CLOSING: 04/25/2016MATERIALS DUE: 05/02/2016
July/AugustTHE TECHNOLOGY ISSUEAn investigative report on the impact of online shopping on the salon world’s retail sales, and strategies for keeping those sales in the salon. Software and Technol-ogy Guide helps owners compare salon software. MINDSET QUESTION: What future technol-ogy do you have your eye on, and how will it shape the client experience?SERVICE SPOTLIGHT: Hair Extensions, Spa PackagesMARKETING: E-lettersINDUSTRY ROUNDTABLE: What’s the last technology tool or gadget you personally adopted?
CLOSING: 05/25/2016MATERIALS DUE: 06/03/2016
SeptemberTHE MERCHANDISING GUIDEToday’s top retailers will help owners builddisplays that grab attention and escalate sales. Plus, the winners of our 5th annual STAMP competition. MINDSET QUESTION: When’s the last time you borrowed a great idea from outside the beauty industry and how did you implement it? SERVICE SPOTLIGHT: Balyage Services, Body TreatmentsMARKETING: Merchandising DisplaysINDUSTRY ROUNDTABLE: What’s one mis-take you see leaders make more frequently than others?
CLOSING: 07/25/2016MATERIALS DUE: 08/03/2016
OctoberTHE HEALTHY SALON ISSUEFrom ventilation systems to employee weight-loss competitions to creating private spaces for nursing moms, strategies for fostering healthy practices for the salon team. Plus, a guide to recognizing domestic abuse and what to do about it. MINDSET QUESTION: What strategies do you put in place to maintain a healthy work/life balance? SERVICE SPOTLIGHT: Medi-Spa, Texture ServicesMARKETING: Retention and Referral ProgramsINDUSTRY ROUNDTABLE: Name a time you have risked something and failed. What did it teach you?
CLOSING: 08/25/2016MATERIALS DUE: 09/01/2016
Nov/DecTHE PLANNING ISSUEIndustry experts show you how to build your marketing calendar, plan your tax strategy and review your HR plans. Plus, our annual Coach-ing and Consulting Guide. MINDSET QUESTION: If we asked your team what were your strengths and weaknesses, how would they respond? SERVICE SPOTLIGHT: Holiday Hair, Gift CardsMARKETING: Holiday ProgramsINDUSTRY ROUNDTABLE: Who has had a tre-mendous impact on you as a leader, and why?
CLOSING: 09/26/2016MATERIALS DUE: 10/03/2016
PLAN FOR A BEAUTIFUL YEAR
GROW SALON BUSINESS IN 2016
Hair: Martin Parsons, assisted by Michelle Pleasant | Photography: Roberto Ligresti Makeup: David Maderich | Fashion styling: Alejandro
Marc Albert, Pittsburgh, PA, SALON TODAY, June 2015
35
spring 2015
modernsalon.comA MODERN SALON PUBLICATION
A Starter’s Guide to a Beautiful Career
SHIFTING GEARS
FROM STUDENT TO PROFESSIONAL
Resume writing,interview tips and
building your portfolio
How $5 add-ons can equal big bucks
Getting the perfect shot for your portfolio
8 little changes to live more joyously
FC_Cover_Spring2015 FINAL.indd 1 2/19/15 9:50 PM
STANDARD AD SIZES Width DepthOne Page ......................................... 7" ........................... 10"Spread .............................................. 15" ......................... 10"Two-Thirds Page ............................ 4.5625" ............... 10"Half Page (Vertical) ........................ 3.375" .................. 10"Half Page (Horizontal) .................. 7" ...........................4.875"Half Page (Island) ........................... 4.5625" ...............7.375"Third Page (Square) ...................... 4.5625" ...............4.875"Third Page (Vertical) ...................... 2.1875" ................. 10"
Width DepthFull Page........................................... 8.125" ................... 11"Spread .............................................. 16" ......................... 11"Half Page (Horizontal) .................. 8.125" ...................5.5"Half Page (Vertical) ........................ 4" ........................... 11"Third Page (Vertical) ...................... 2.75" ..................... 11"
Final Trim Size ............................7.875" ................ 10.75"
Bleed Spread Measures: 16" x 11"Spread Trim Size: 15.75" x 10.75"
BLEED AD SIZES
MATERIAL SUBMISSION: Upload a hi-res PDF to
http://adupload.vancepublishing.com For upload instructions visit modernsalon.com/modern-salon-media-advertise.
ONLY ACCEPTABLE FILE FORMAT IS A HIGH RESOLUTION PDF SAVED USING THE “PDF/x-1a:2001” SETTING. Only CMYK or Grayscale colors allowed. All images should be 300dpi as used in the file for the best print quality. All fonts must be embedded in the PDF. Ad size must exactly match a bleed or standard size given to the right. Do not add printer marks of any kind. Bleed ads must maintain a 1/2" safety margin inside the bleed dimension. Do not add bleed to a non-bleed ad. One SWOP color proof made from the actual file submitted is required for the printer to match colors as close as possible. If a SWOP proof is not supplied, the publisher reserves the right to have one made at the advertiser’s expense. Vance Publishing accepts no liability for advertisement reproduction on files that do not comply with our specifications and/or are not supplied with a SWOP color proof that has been approved by the client. A list of SWOP proofing systems is available at swop.org. Printing is done on a heat-set, web-fed offset press, all colors wet. The printer uses the “U.S. Web Coated (SWOP) v2” color profile.
PRODUCTION CHARGES: No charge for properly supplied digital files prepared in accordance with publisher’s requirements. Advertiser will be charged for any work required to update advertiser’s provided files to meet our requirements. Any corrections are billed back to advertiser at publisher’s cost.
2016 PRINT SPECS
We will trim 1/8" from top, bottom, left and right sides.
Note: On bleed pages and inserts when preparing the material keep all live matter 1/2" within all four sides of bleed dimension to avoid possible loss in binding and trimming.
On spread advertisements, either run of book or inserts, have copy or images across the gutter, kept 3/16" from left and right of center line.
STANDARD AD SIZES Width DepthFull Page........................................... 6.625" ..................9.125"Spread .............................................. 13.25" ...................9.125"
Width DepthFull Page........................................... 6.875" ..................9.375"Spread .............................................. 13.5" ......................9.375"
BLEED AD SIZES
2 page Spread 1 page
1/2 page
Horizontal
1/3
page
2/3 page
1/2
page
Vertical
Jenny Barnette400 Knightsbridge Parkway Lincolnshire, IL [email protected]
SEND MATERIALS TO:
2016 DIGITAL SPECS
Top Banner • Appears at the top of the website• 728 x 90 or 970 x 90• 320 x 50 for Mobile views
Rectangle Banner• Embedded within the editorial content,
slideshows and video pre-rolls• 300 x 250
Supersized Banner• Embedded within the editorial content,• placed lower on the left• 300 x 600
Brand Voice (Article)• Your message as an article on our home page/content
feed with our editorial content • Featured in the MODERN SALON Daily eletter • Headline and article (up to 1000 words) with either a video or
up to 10 photos (for a slideshow) with appropriate photo credits• Images must be a model shot or product photo,
not a banner ad or logo• We review/approve your article before it gets posted,
up to two revisions• Links to your article on our website
Sponsored Content• Your image and message on our home page/content
feed with our editorial content• Headline (7 words max), body copy (50 words max)
and image (300 x 250)• Images must be a model shot or product photo,
not a banner ad or logo• Links to your website, or any other page you choose
WEBSITE
Rectangle Banner• 300 x 250 ad• Linked to your website, or any
other page you choose
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June 2015
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MODERNSALON.COM
Catering to the guys, bros, dads, and men with style and swag.Hair: Rocky Vitelli for Farouk Systems
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