Club matrix hairdressers inspired in the algarve
The four-day event combined relaxing in the sumptuous surroundings of the 5-star Tivoli Marina Hotel with motivational business and creative seminars, plenty of networking opportunities and a gala dinner complete with stunning hair show from some of Matrix most-acclaimed hairdressers.
Proceedings began with an inspiring talk from Adrian Thelwell, General Manager Matrix UK and ROI, who told delegates:
"Matrix really is the most accessible brand and we're committed to growing the professional market and our salons."
To show the diversity of the brand, delegates were split into three groups to focus on the key aspects of the Business in intimate and informative seminars.
Trends Seminar
Presented by: Marcus Shamim, Andrew Jose and Jamie Stevens
Each of the three Matrix Artistic directors gave their own insight into current trends and the impact that staying on top of them can have on the business, beginning with Marcus's demonstration of creative cutting and his tips for working with live models.
Andrew told delegates that photoshoots are the perfect tool to motivate staff and increase staff retention. He shared his key pieces of advice for a successful photo shoot:
Choose a young, skinny model (usually between 14-18) with a symmetrical face.
If you are shooting outside, shoot between 5am and 8am or at sunset to avoid shadows.
Spend as much money as you can afford on the photographer
Jamie's focus was on the next big thing and he told delegates that the coming season would all be about texture and fringes. His top tip for staying ahead of the forthcoming trends is to stay up-to-date with what hairstyles celebrities, particularly fashion-forward pop singers, are sporting.
Presented by: Stephen Housley, Terry Longden and Debbie Bees
The success of the Dream.AGE range further highlights the importance of the more mature lady for generating salon income, so Matrix Educator Stephen shared his advice on where to place colour to give surgery-less face lifts.
Stephen explained how warm light colours expand areas while cool dark colours give the illusion of shrinking or reducing areas. He told delegates to consider where they place the tones around the face because it can have a big impact.
Artistic Director Terry and Matrix's Debbie then spoke about geometric colour placement and a concept called 'TLC' or total looking colour. Terry, a master mixer of bespoke shades, demonstrated hot looks based around two of-the-moment inspirations: sweet shop and gothic vampire.
Business Seminar
Presented by: L'Oreal national accounts controller Robert Soutar; L'Oreal International accounts manager Ben Taylor; Matrix head of commercial James Francis; Benson-Hefti Partnership and retailing guru Christian Hefti; Matrix trade marketing executive Andrew Holford and special guest Simon Lotinga.
Delivered in an open forum setting, the discussion began with the topic of finding and maintaining clients. Robert strongly recommended implementing 'refer a friend' programmes where both the existing client and the new recommendation receive a discount. "Don't be stingy on how many cards you give out - the more you give, the more new clients you may gain," he told delegates.
The topic progressed to the importance of up-selling services and retail and Christian reminded Club Matrix members that "your stylists can't do without products, so why send your customers home to manage without them?"
Simon, a salon owner of 20 years and author of The 7 Most Expensive Mistakes Salon Owners Make, urged delegates to re-evaluate the way they think about money. He suggested that salons work backwards and ascertain how much profit they want to generate and then price their services accordingly.
After plenty of opportunities to relax and soak up the surroundings, including the Club Matrix Chill Out Experience at the exclusive Puro Beach Club, the conference reached its grand climax with a gala dinner and Inspiration party.
Delegates were entertained by a spectacular avant garde hair show with models styled by Matrix Artists Errol Douglas, Jamie Stevens, Michael Quinn, Craig Chapman and Destination Fame 2010 winners Anne Veck, Harry Nichola and Gavin Kiely before enjoying a three-course meal and partying the night away.
