9 Our Story Professional Salon Concepts began in 1983 out of a passion and love for the hairdresser. Our goal was to develop a company that would: • Improve the position of the hairdresser • Become the salon owner’s best business relationship • Stand behind everything we did Table of Contents Today, we continue working hard to achieve that goal. PSC is the first beauty products distributor Page 3...... PSC Education ever to join the prestigious ranks of Inc. 500’s list of fastest growing privately held companies. We Page 4&5...... PSC Brands earned this honor not just once, but twice. We have been named Modern Salon’s “Distributor of the Page 6 ...... PSC Business Education Year” and have been given the Diamond Award for Excellence in Customer Service by American Page 7...... Paul Mitchell® the school Salon Magazine. We deliver quality hair care products and offer innovative educational programs. Page 8&9 ....John Paul Mitchell Systems® We are recognized as leaders in the industry who not only apply sound business strategies, but also Page 10&11 ...... Davines employ the imagination and creativity that keeps us on the cutting edge, but most importantly, we work side by side with our clients. Listening to you. Evaluating your needs. Together we develop Page 12 ...... z.one conceptTM successful strategies and programs that make your salons the best they can be. Page 13 ...... ReuzelTM At PSC, we have never lost sight of our dream. We ask that you let us work for you, and together Page 14 ...... DEPOT® we can build a strong foundation for the future. Page 15 ...... Beauty Industry Icons

Registration Policy Who Are Terri & Steve Cowan Registration is required for all events. Space is limited and we encourage you ndustry xperts peakers and oaches to register early. I E , S C Registration can be placed through ­­Innovation-Education-Commitment. These are often the words used by members of the haircare industry your PSC Salon Consultant, emailing when asked to describe Terri and Steve Cowan. In 1983, when Steve founded PSC, the haircare industry [email protected], or phoning was a fragmented entity. With fresh ideas, and a deep commitment to his clients, Steve embarked on the PSC Education Department at a new philosophy that would one day turn into an industry model. It was, and still is, PSC’s mission to 800-343-5289. In case of minimum grow this industry one hairdresser at a time, through a balance of technical skills, training, and business attendance, a class may be subject savvy. His goal is to make the salon business profitable and professional, an industry and career that to cancellation. people are drawn to and love. Utilizing his business savvy and unparalleled industry-specific dialogue, A credit card is needed to secure your he can change a business by changing just a few of the words and phrases that are used behind the chair. seat at the time of registration. Your card will not be charged until the Terri’s dynamic style was brought to the attention of famed entrepreneur and author, John McCormack, scheduled due date. and his then business partner, Sam Brocato. Brocato had recently launched his own line of hair care products, Brocato International, and before long Terri had joined the team to eventually become PSC accepts VISA, Mastercard, Discover and American Express. If Executive Vice President. It was during her association with Brocato that she first met Steve Cowan. you choose to pay by check or cash, Terri serves as one of the Salon Industry’s leading and most respected speakers and trainers. Her direct, payment must be received by the common sense approach to measuring and quantifying extraordinary customer service, combined with scheduled due date. If payment is not her undeniable sense of humor is what her audiences enjoy the most. Steve is a powerful speaker in his received by scheduled date, PSC has own right with the ability to take everything that he has learned in his forty­ plus years in this industry and the right to cancel your seat. break it down to share with those around him. He has the ability to engage a room and to lift them to a Payment/Cancellation Policy new personal expectation level. For any WORKSHOP seat, payment Both Terri and Steve are dedicated to helping salon owners see their business through their customers’ is due in full 90 days prior to the eyes. They are committed to upgrading the image of the hair care industry, and firmly believe that quality scheduled event date and is non- service is the key. It is because of this insight and dedication that they continue to lead the pack in refundable once payment is received. changing the industry through the belief that in this industry, as in all professional industries - For all other seats payment is due in full 30 days prior to the scheduled “Today’s Performance is Tomorrow’s Traffic” event date and is non-refundable once payment is received. Payments should be sent to: PSC Education Department 610 Moen Avenue Joliet, IL 60436

Official Cosmetology CE Sponsor www.professionalsalonconcepts.com Professional Salon Concepts

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@pscspace

Cover photo courtesy of Imprinting Evolution Professional Salon Concepts 800-343-5289 or 815-744-3384 Collection, by Angelo Seminara for Davines 2 IT MATTERS Who You Trust for Education

Education- The Cornerstone of PSC A core value of PSC is Education. As a commitment to our core value, PSC has created an Education Theater and Academy that encompasses who we are and what we can offer the hairdresser. Our Education Theater can hold up to 275 guests and our education academy can accommodate 40 guests working hands-on with models or mannequins. When you join us for for Education you can expect to learn from today’s top artists, be challenged and pampered all in the same day. In addition, we offer in-salon education as an added value to the salons that have made the commitment to PSC. We also have education on the road, which is a collection of salons that gather local hairdressers in a community and host a selection of in salon classes. At PSC we are always looking for talented hairdressers who want to share their passion as a hairdresser and become a PSC educator. Our educators are talented and dedicated professionals who have the passion to inspire creativity and helping other hairdressers succeed. In return, educators sharpen their own skills and excel behind the chair.

­­PSC educator Commitment • Committed to LOVE living the life of a hairdresser • Committed to be licensed/working cosmetologist or barber • Committed to work in a salon that represents the brand of interest in which to educate 75% of the hair category offerings • Committed to work in a salon that represents the brand of interest in which to educate 75% of the color offerings • Committed to have an endorsement from salon owner • Committed to have an endorsement from PSC Consultant • Committed to the process of becoming an educator; independent work is required • Committed to educating for PSC a minimum of 2 days per month • Committed to attending educator updates and certifications, often at your own expense to develop your talent • Committed to being called upon to assist the manufacturer backstage should compensation be extended or not • Committed to having an image that compliments the brand of interest in which you desire to educate • Committed to partnering with the manufacturer • Committed to partnering with PSC • Committed to having a desire to make a difference • Committed to having loads of fun

PSC educator Perks • Product Kit • Special pricing on PSC Business classes • Complimentary seats to Look and Learn events • Special pricing on tools • Creative and technical growth through advanced trainings • Compensation for In Salon teachings • Opportunity to be featured on stage at Education events

Professional Salon Concepts 800-343-5289 or 815-744-3384 Cover photo courtesy of John Paul Mitchell Systems® 3 Over 35 years ago, two friends were inspired to start a company that would support the success of hairdressers and provide luxury hair care at an affordable price. The rest is history. For John Paul Mitchell Systems®, producing the highest quality professional hair care available is simply not enough. John Paul Mitchell Systems® is (and always will be) dedicated to making our world a more beautiful place. They were the first professional beauty company to stand up against animal testing and their charitable efforts continue to set the standard for giving in our industry. A commitment to caring for people and the planet is a driving force in everything they do. Some things never change. John Paul Mitchell Systems® Co-founder and Chairman of the Board John Paul DeJoria and Co-owner Angus Mitchell still steer the company according to its original vision. Despite offers from public corporations to sell, they refuse because of their initial vow to stand by the professional beauty industry. The men behind the bottle make John Paul Mitchell Systems® one of the most recognized and respected names in the industry. www.paulmitchellpro.com

Founded in Parma, Italy in 1983 by the Bollati Family, Davines Group started as a research laboratory, producing high-end hair care products for renowned cosmetic companies worldwide. After a decade of honing their expertise, they began creating their own brand of Davines hair care products exclusively for salons. Davines’ style is a reflection of their curiosity and openness to the world, different cultures, customs, and people that truly inspire them. Their Italian perspective of history and art, design and fashion, culture and lifestyle is their heritage and who they are. Davines loves things that reflect simplicity and harmony because their beauty is always modern. Though they’re in tune with today’s mood, they set out to create concepts and products that are destined to become classics with their timeless appeal. Since the beginning, Davines has focused on crafting quality products that are scientifically engineered to work, and express their distinctive style and spirit. It is Davines’ aim to inspire and improve the work life quality of worldwide beauty professionals through concepts, products, and services that will allow them to offer unique experiences to clients. www.davinespro.com

The philosophy behind every z.one concept™ hair care and color product is to bring hair back to its natural state. From care and styling to bleach and hair color, their products go further to treat and condition hair. Their secret? The right combination of natural ingredients and the latest innovations in hair care and hair color technology. z.one concept™ was created in 1999 by Ivano Panzeri in Italy – known as one of the most competitive hair product markets in Europe. The z.one concept™ brand was quickly recognized by industry experts for its innovation. Panzeri’s goal was to provide hair stylists with a fresh approach to achieving success, through technological advances and effective commercial and marketing strategies. z.one concept™ offers a superior range of products, the latest in stylist education, and professional management training. z.one concept™ USA is the exclusive representative of milk_shake® and NO INHIBITON brands in North America. www.z-oneconceptusa.com­­­­

Photo courtesy of Reflection Collection, Professional Salon Concepts 800-343-5289 or 815-744-3384 by Angelo Seminara for Davines 4 Leen and Bertus started learning men’s haircutting when they were just fourteen years old. With their love of classic barbering and the influences of rock-n-roll, custom culture and its subcultures, it was inevitable that one day they would open Schorem Haarsnijder En Barbier. Schorem is an old school, men-only barbershop in the heart of the working class city of Rotterdam. The shop specializes in the classic cuts that have proven themselves over the decades: pompadours, flattops, contours and the other styles featured on Schorem’s famous barbershop posters. Since its opening, Schorem has been frequented by greasers, rockers, bikers, psychobillies, ruffians and other fine gentlemen scumbags from every echelon of society. With more than fifty years of barbering and grooming experience, these Rotterdam Barbers have now formulated pomades worthy of their exacting standards. As old school barbers they dug deep into the history of pomades to formulate what they believe are the world’s finest, Reuzel. www.reuzelpomade.com

celebrates the tradition of men’s grooming with a contemporary, advanced and simple approach to male grooming. In a male market that is constantly changing, where many men are returning to old-fashioned barbers for a tailor-made shaving ritual, others are turning to hair stylists for a cutting- edge look or haircut, or they’re finding the comprehensive attention they need at the new barber salons that combine the past and present: this is DEPOT®. DEPOT® offers a full range of male products to meet the demands of a changing male market, adapted to fit their needs. Specific, high quality products with a strong identity were created for demanding professionals in the male market. DEPOT® The male tools & Co. for the well-groomed modern man, is a product line that revisits the original formulas of classic male grooming treatments, with modern, sophisticated, and technologically advanced reinterpretations. www.depotmaletools.com

Professional Salon Concepts 800-343-5289 or 815-744-3384 Photo courtesy of z.one conceptTM 5 Salon Inc Salon on Trend Don’t Go to Work IN Your Business – Go to Work Remembering that the image of the salon ON Your Business. Take your salon business to the contributes to the guests’ experience in a massive next level in this two-day seminar and fall back in way. Salon on Trend is aimed at providing a variety love with your business! of ideas and inspiration to enhance the image of the salon. Leave here with the vison needed to Some key topics that will be discussed: complement the product and service commitment • Seeing what your business is currently and we pledge. what it is capable of becoming • Keeping score to produce more Coaches Clinic • Mission, vision, non-negotiables We as leaders are responsible for developing the • Push number-when you push your staff and talent of our team. Most people see what needs to operation beyond its means be focused on or what minor adjustments need to • Prime time in the salon be made, but are not comfortable in training with • Salon traffic that kind of honesty. This class is positioned to help • Creating a repeat guest remove the emotion and focus on the system of • Compensation and career path improvement and development.

PSCNET E Learning Perfect Service Creates Never Ending Traffic. Looking for some monthly business inspiration? Success behind the chair goes far beyond the Participate in PSC’s monthly 60 minute webinars technical. This two-day seminar was created for all no matter where you are. E Learning was created service providers in the salon. The focus is on the for salon owners and managers looking for some guest’s experience from the moment they enter the inspiration and guidance regarding common salon salon until the time they leave the salon. business topics. Best of all…it’s complimentary. What’s even better, if you are not available to log Some key topics that will be discussed: onto the call at the scheduled time, all registrants • Honoring your craft as a hairdresser will receive an email with the links to the recording. • E Gaps- the difference between what the guest opics expected and what they experienced T • Building trust from your guest Move the Needle January • Steps of the service Love Taps February • WOW thinking Social Magic March • Keeping score to produce more: key numbers Game Face April to be tracking on a daily basis Pressure Points May • Guest requirement and how to earn the The Resources June income you are looking for Social Energy July • Rescheduling and how it guarantees your “Literally” August future income Mirror Critiques September • Take Home and the effect it has on your Elected Professionals October income • Dialogue Holiday Magic vs Madness November • Salon Traffic Here we go!!! December

PSCNET Independently As an independent hairstylist, being your own boss means knowing the business side as well as the customer’s expectations. Great customer service, excellent skills, and the ability to get more guests are the basics to running a business. Success behind the chair goes far beyond the technical. This one day seminar will focus on the guest’s experience from the moment they enter the salon until the time they leave the salon and how to take your salon business to the next level.

First Impression Creating a fantastic First Impression for your salon is a must! This seminar was created specifically for the front desk staff and inspires them to have passion for the position. The front desk staff is the face of the business and is the first interaction with the guest. Whether it’s serving the needs of guests, scheduling appointments, recommending take home, maintaining a great rapport with other salon staff or overcoming breakdowns, the front desk plays an important role in the salon. Key topics for this class are: • Responsibilities of the front desk staff • 4 Cornerstones in the salon • Tracking to communicate with staff • Salon traffic, stylist traffic and occupancy ratio • Quality control checks • Developing systems that work • Rescheduling • Dialogue

Photo courtesy of DEPOT® Professional Salon Concepts 800-343-5289 or 815-744-3384 6 After 40 plus years of serving salons, there was one thing that Terri and Steve Cowan could never provide to salons - hairdressers! In 2005 Terri and Steve made the commitment to get into the school business for one reason: To help salons provide a network of brilliant future team members for their guests! Along with local partners Tina and Jim Salerno and corporate partners, John Paul DeJoria, Winn Claybaugh and Angus Mitchell, Terri and Steve now own 2 school locations in the Midwest: Chicago (University Village) and Lombard (Yorktown Center). At Paul Mitchell® Schools, career planning starts as soon as the education does. From landing that first job, to mapping out the long-range plan, to achieving the career of your dreams, Paul Mitchell® Schools support you every step of the way. As part of the Paul Mitchell® School curriculum, we believe that education is an adventure and the learning experience needs to be fun. The instructors- we call them Learning Leaders- aren’t just expert Stylists, they’re amazing educators who love what they do. A Paul Mitchell® School’s education goes far beyond the technical training needed in order to enter the beauty industry. It’s an intensive experience that’s designed to help identify career goals and develop all the skills needed to succeed. That means everything from giving a great technical foundation to nurturing as an artist and a person. It also means building business skills and helping with networking and job placement. We prepare our students, or as we call them, Future Professionals, for successful careers in the beauty industry as licensed cosmetologists. Future Professionals are guided through our program’s three levels - Core, Adaptive and Creative, by expert, dedicated Learning Leaders, taking on more advanced techniques, real-world skills and independence as they move through each stage. Three ways that salon owners can get involved at Paul Mitchell® Schools are by attending one of our Career Fairs, Graduation Ceremonies, or by being a guest Artist.

Career Fairs – Where Future Professionals and local salons and other industry professionals meet. Future Professionals can show off their work and market themselves to prospective employers, while salons get to share what they’re all about as well.

Graduation Ceremonies – Salon owners get the opportunity to meet and greet with graduates to celebrate acheivements and accomplishments.

Guest Artist – Local salon owners and beauty industry professionals like to come in to meet Future Professionals. They may demo a favorite haircut or color technique or share their experiences working in the industry. It’s one of the networking perks that makes Paul Mitchell® Schools stand out from the rest.

To find out more about Paul Mitchell® Schools, please contact: Paul Mitchell® the School Chicago @ 312-548-7588 Paul Mitchell® the School Lombard @ 630-691-1111

Professional Salon Concepts 800-343-5289 or 815-744-3384 7 Lived in Styling Clippers and Razors Styling starts with what’s inside. Whether your Focus on Barbering at its finest. From classic scissor guests have short, medium or long hair, learn how skills to clipper work, this event will increase styling skills can impact your bottom line. Take your confidence in and expedite the fluidity of home some ways to let your styling skills have a your skills in serving male guests in your salon or young modern feel. Create looks that make each barbershop. There will be an emphasis on fading, of us unique! tapering and grooming your guests’ desired styles with an accent on the control. Spring Release As the Spring 2019 collections unfold, we’re Collection Trends spotlighting the top looks from John Paul Mitchell® Push your talent and creativity to the limits! Systems with Thomas Cousins. The shapes in Find inspiration from Paul Mitchell®’s latest cut these releases will include a dynamic approach collection. This half day workshop will showcase that will surely invoke creative thought, inspiration some of the season’s latest looks from Paul and new artistic energy for stylists to share with Mitchell®’s latest collection in haircutting. Discover every salon guest. Thomas Cousins grew up head-turning haircuts and techniques designed to around the industry. His father was a hairstylist for take your artistry to new heights. You will leave 48 years, but he did not see himself following in here feeling inspired to bring new looks his footsteps at first. It took two years in college back to your salon. and serving in the Air Force National Guard to realize he wanted a job that he could truly make The Gathering ® into a career. Once he got into cosmetology John Paul Mitchell Systems ’ signature school, he fell in love with the art of the business, event features two days of technique and and it didn’t take him long to discover that business-building classes, breathtaking main education is the driving force of the industry. stage presentations, unparalleled networking After meeting his local Vanguard Salon Systems opportunities and the foundation for memories educator group, he was invited to audition that’ll last a lifetime. for a position with the Paul Mitchell® Platform Artist Club. He made the cut and hasn’t stopped Hawaii Seminar learning or sharing since! Consider this your sneak Hosted by Angus Mitchell, this year’s program peek at the looks and products that will define the will also feature all of our Artistic Directors and upcoming season. other top talent. This event is up-close, personal and provides the opportunity for the attendees Fall Release to deeply connect with JPMS™ and one another. As the Fall 2019 collections unfold, we’re The program consists of four, ½ day workshops spotlighting the top looks from John Paul that take inspiration from the Hawaiian setting. Mitchell® Systems with Toby Price. Toby Price Attendees explore new approaches, skills and was cutting firewood before picking up a pair of thoughts surrounding all elements of hair design, shears. Beginning with his own hair, then a few along with discovering new business-building buddies and even their moms, Toby’s passion for ideas through marketing, management and haircutting led him to enroll in his local beauty social media. school and pursue hairdressing as a career. As the owner of The Experience Salon and a traveling educator for John Paul Mitchell Systems®, Toby gets to impact lives every day, for the better. The shapes in these releases will include a dynamic approach that will surely invoke creative thought, inspiration and new artistic energy for stylists to share with every salon guest. Consider this your sneak peek at the looks and products that will define the upcoming season.

Cool Collection Cool off the summer heat with Paul Mitchell®’s Cool Collection! Whether it’s an icy blonde, ashy brunette or rosé, Paul Mitchell®’s Cool Collection will offer salon guests refreshed, refined results. Olesia Babischevich will showcase how to customize color for every salon guests’ tonality with intensified condition and shine every time.

Photo courtesy of Professional Salon Concepts 800-343-5289 or 815-744-3384 John Paul Mitchell Systems® 8 In-Salon Education InvisiblewearTM • Learn how to create textured, lived-in looks using Style-List on-trend techniques • Let JPMS brands help you explore the business of • Experience the versatility of InvisiblewearTM the blow out styling products • Learn smoothing, body, wavy, curly and elegant styles • Dialogue tips to use with guests • Drive frequency of visit while improving pace Taste of Color MarulaOil: A Rare Oil Luxury • Introduction to Paul Mitchell® Professional Hair Color • Product knowledge and hands-in styles are available • Discover how Paul Mitchell® Professional Hair Color • From the shampoo to the finish, see the power of meets stylists’ and salons’ goals and needs MarulaOil come to life • Ideal for salons and stylists contemplating a switch to • Treat hair while you dress hair with luxury MarulaOil ® styling products Paul Mitchell Professional Hair Color • Choose from a variety of looks for any occasion, from Color with Confidence everyday to runway • Gain confidence in using Paul Mitchell® Awapuhi Wild Ginger® Professional Hair Color • Rebuild hair with keratin conditioning treatments • Focus on consultation and formulation ® • Polish hair from the blow-dry: Silky Smooth with • Ideal for new Paul Mitchell Professional Hair Color users MirrorSmooth®, style with waves or elegantly updos Color Bartender • Ideal for anyone who enjoys classic styles • Make the transition to Paul Mitchell® Professional Hair Color easy and fun Big Night Out • Have a Paul Mitchell® color expert on site to help • Holiday, wedding and prom styles, explore how to transition your guests to Paul Mitchell formulas promote and perfect services for your guest’s special celebration • Ideal for new Paul Mitchell Professional Hair Color users • From the Wash HouseTM to the blow-dry and set • Learn the art of the upgrade to grow your color business • Learn creative ways to use basic techniques to PM SHINES® expand your special event portfolio • Introduction to PM SHINES® and Flash Back® Tea Tree: Indulgence in Water • Learn various uses and applications to increase color • Enjoy sensory shampoo services with luxury perks business in the demi-permanent category for the Wash HouseTM featuring all categories Dimensional Foiling of Tea Tree • Learn the effects of horizontal, vertical and • 12 different experiences to customize every guest’s diagonal placement Wash HouseTM service • Utilization of various foiling techniques and execution of • Learn a Scalp Care upgrade creative color placement using color and lighteners Tea Tree: Scalp Care the color XG® • Learn how Tea Tree Scalp Care products featuring ® Regeniplex® help maintain a healthy scalp, promoting • Gain confidence in using the color XG stronger, thicker hair • Focus on consultation, formulas, and techniques for • Get an in-depth tutorial on how to apply the Scalp every salon guest Care Anti-Thinning Tonic and how to teach guests proper usage at home For the Love of Blonde • Become successful and confident in using Paul Mitchell® • Master one male and one female volumizing haircut Blonding products and style • Experience the newest shades for refining and toning MITCH® blondes using the intensely Cool Collection • Create male guest traffic in your salon • Cut and style — your men demand it The Demi • Introduce stylists to The Demi • Change behavior through words and actions • Focus on consultation, formulation, application and Collection Haircutting Color BarTM opportunities • Features haircuts from the current haircutting TM collection POP XG - The Demi Collection • Introduce stylists to POP XGTM - POP XGTM Collection • Focus on consultation, formulation, application and - 20/20 Collection Color BarTM opportunities • Multiple finishes, multiple styles Balayage with Skylight® • Great for all levels of stylists • Introduce stylists to Skylight® hand-painting clay lightener Neon: Style that Stands Out • Learn inspiring ways to give a young and modern feel • Learn new hand-painting techniques to haircutting and styling skills Color Craft® • Build confidence with one of the two Neon haircuts • Learn everything about this custom color and follow with a few energetic styling accents conditioning system featured in the Neon Collection • Activities for formulating for in-salon and take home • Tour through all the salon economies to learn how to best integrate Neon into your business • Business building techniques • Demo and product knowledge Collection Color NEUROTM HEATCTRLTM • Features hair color techniques from the current color collection • Multiple styles for hair types - The Demi Collection • Learn tool and product pairing - POP XGTM Collection • Introduction to intelligent styling - 20/20 Collection • Multiple finishes, multiple styles • Encompasses all Paul Mitchell® Professional Hair Color Brands Photo courtesy of Professional Salon Concepts 800-343-5289 or 815-744-3384 John Paul Mitchell Systems® 9 Color Code Joseph DiMaggio Education Journey with us as we explore hair philosophy, along with Davines Master Session Ambassador, Joseph DiMaggio, the foundation of color in theory and formulation. Partnered was born and bred in New York City. He is right at with color demonstrations, hands-on workshops and fun home in the fashion and editorial worlds, working as an games, this event provides an opportunity to experience the in-demand, published editorial and session Hairstylist. simplicity, performance and beauty of Davines colour. Working alongside top designers at New York Fashion Week, the seasonal trends he creates for the runway are Davines Color Challenge also the foundation for much of his education curriculum. Advanced knowledge to open the door to more creative While mastering his craft, Joseph developed a strong freedom. This training is an intensive look at how to determine dedication to sharing his personal and artistic philosophies and utilize all the lightening products in colorspace, and how and experiences to motivate, inspire and improve the craft to re-pigment and experience creative pigmentation options. of his fellow artists. This led Joseph to begin educating The interactive session provides valuable insight into the salons and academies. importance of balancing product performance, knowledge en s erke and artistry. M ’ W Attendees will learn cutting techniques on everything from a skin fade to long hair men’s cutting. Clippers, Natural Tech Natural Tech offers innovative solutions that target hair and shears and razor will be utilized to widen the scope of the scalp problems while bridging sustainable beauty practices stylist’s knowledge of men’s styling and grooming. Specific with cutting edge technology. You will be exposed to attention will be paid to men’s styling trends and facial fundamental scientific information and procedures of the hair grooming. Davines Natural Tech System as well as the Davines Well- Road to Runway being culture. This training enables the stylist to confidently Join Shokunin clik for an in depth, advanced, four day use the Natural Tech products in the salon. Stylists will interact hands on class that encompasses all of the training and with each other by “trying on” the products. knowledge necessary to style behind the runway at New York Fashion Week. Attendess will be versed in all styling Social Media Workshop techniques and blowdry techniques of the Shokunin This social media course is tailored specifically for salons and clik that will set them up for success to attend New York will provide in-depth information on developing a unique Fashion Week. Upon successful completion attendees will brand aesthetic on social and will cover best practices for be offered an assistant position at the following New York producing content. Attendees will receive a general advanced Fashion Week. training on using social media to maximize the salon’s reach and engagement, including basic social media advertising Anna Pacitto best practices. Receive a birds-eye view of how and why Anna Pacitto’s career firmly places her at the top of ones’ entire digital media “presence” can work to produce her craft. Co-owner and artistic director of Montreal’s compounded results. This will encompass website tips, prestigious Salon Pure and Pure Academy group, tracking mechanisms, analytic dissection and Google. global platform artist, Canadian artistic director for an international brand, and winner of multiple prestigious Social Media Marketing/Advertising awards. Anna’s list of accomplishments embodies the Master Class aspirations of countless hair professionals. They also make This course picks up where the Social Media Workshop her one of the most empowering and knowledgeable leaves off. This class assumes that attendees have completed artists on the Davines Artistic Team. Passionate about the following: created their Facebook business manager, education and the Davines brand, Anna approaches each installed their Facebook tracking pixel, connected their course with the goal to encourage enthusiasm “about business Instagram account, created their first custom and the endless possibilities in this amazing industry while look alike audiences and are prepared to engage in a feeling closer to a responsible company like Davines” hands-on workshop exploring and creating all forms of Her creative vison and technical expertise intensified by Facebook/Instagram advertising campaigns. the Davines philosophy offer an extraordinary classroom experience. Allilon Education Color My Cut & Cut My Color Education. for. everyone. Together with a Salon Pure team member, Anna presents The key to Allilon’s hair philosophy is to understand the 4 cuts and 4 color techniques (2 longer cuts and 2 shorter choices one makes in regards to when, why and how we do cuts) from her latest collection inspired by the Salon Pure things.e W accept that the decisions we make can only be team and the Davines World. supported with strong foundations. It is therefore paramount that we understand and constantly analyze when, why and Michael Polsinelli how. The concept of when, why and how is applicable to Michael Polsinelli’s illustrious career spans over 20 every choice one makes when working with hair. Whether years in which he has influenced thousands of hair you are cutting, colouring or dressing hair the choices made professionals, served as a Global Art Director, created are paramount to the final result and have a direct impact over 100 haircut, styling and avant-garde collections, and on your preference of tools, lengths and techniques used. preformed as a platfom artist in countless events around Alongside understanding the when, why and how Allilon the world. Michael’s exceptional talent and experience has created the Allilon language of hair with the purpose of establishes him among the leading visionaries in the hair uniting hairdressers all around the globe with one common industry. With an inclusive, comprehensive teaching language helping standardize our industry and the way approach, Michael empowers and motivates his fellow education is shared. stylists. He shares his incomparable experience in a Primary Mechanics way that complements an individuals learning style and Second step through Allilon’s journey. Practice makes invigorates the hair professional to then return behind the perfect! Primary Mechanics will enable you to master Allilon’s chair and inspire both guests and colleagues. philosophy. This course will continue to technically challenge Blading Seminar you, whilst accelerating the knowledge and established This seminar is for hairdressers that want to boost and language established in Primary Shapes. expand their arsenal of cutting techniques. The blade is a completely different approach to haircutting and this class will open up your mind to endless possibilities.

Photo courtesy of Reflection Collection, Professional Salon Concepts 800-343-5289 or 815-744-3384 by Angelo Seminara for Davines 10 Kaizen Education In salon Education From the Japanese word for continuous self-betterment, Kaizen is all about getting to the top of your game. Kaizen creates Colour Demo a comprehensive toolkit that enables you to discover your • Overview for those who are exploring Mask with true potential, draw out your inner creativity, and showcase Vibrachrom, A New Colour, Finest Pigments or your work in its best light. As a student of Kaizen, you’ll Alchemic learn directly from Sal Misseri and his hand-picked team • Explore unique characteristics and benefits of of professionals. Each excels in his or her art form. It’s an Mask with Vibrachrom, A New Colour, Finest immersive educational experience like no other. Pigments or Alchemic Point of View Colour Launch For the past year the Kaizen Team has partnered with Davines • Second step in the Davines color sequence to develop a liquid depositing and toning color line. View ensuring confidence in staff while transitioning offers new shades, consistency and application options for into Mask with Vibrachrom or A New Colour timely results behind the chair. With our guidance stylists • Davines educator in salon working with staff as can ensure immediate results refreshing reestablishing or they are working with their guests controlling colors. • Helping with guest formulations Braiding Outside the Box A New Colour Pure Colour/000/Bleach Featuring the award-winning Kaizen styling team discover the • Confidence to formulate and create pure colour ins and outs of braiding. Explore a variety of salon friendly services to editorial braiding techniques. They will share the skills • Explores unique characteristics and benefits of necessary to perfect placement, consistency and sizing of infusing fashion shades into salon’s arsenal braids. • Learn the a variety of mixing ratios Tonal Confidence Colour Light and Dark Creativity in toning through artisanal formulation and • Preview of lightening and repigmentation with dimensional placement or “zone toning”. Each attendee will Mask with Vibrachrom or A New Colour complete the seminar with a fresh and individual approach • Learn the “how to rules” for both techniques to formulating toners. In addition, he/she will expand their Finest Pigments and Alchemic understanding of customized placement during the toning • Learn philosophy, characteristics and benefits of service. The colorist will leave the seminar with the confidence the Alchemic and Finest Pigments to create hand crafted toning services that align with the • Discover the benefits of toning and extending individual and current needs of the salon guest. the life of permanent colour with Alchemic and Finest Pigments orld ide air our W W H T Discover Natural Tech After several years of metropolitan cities, it’s time to bring • Overview of the 9 families with their basic Davines community to one of the most evocative places in function the world, where you feel the power of nature and breathe the • Introduction to the all the tools there are available strong relationship between man and our planet: Iceland. A to assist with professional treatments magical land, surrounded by spectacular glaciers, geysers and endless stretches of rock... Essential Haircare Here, WORLD WIDE HAIR TOUR 2019 will be held! • Learn product philosophy, characteristics and benefits of Essential Haircare— Daily hair care We will discover a primordial land where the power of nature line remains untouched. A land of fire and ice where we will • Introduction to daily ritual shampoo and experience the strong connection between us and nature. On conditioner stage, our hairdressers will share the latest insights, designed • Experience how to use and recommend to salon to transmit the latest trends in the industry. The World Style guests Contest returns for its next edition during the event, offering a competitive opportunity to hairstylist talents, to interpret their More Inside style and gain international recognition by addressing each • Product philosophy, characteristics and benefits of other as selected finalists from around the world. The WWHT More Inside— Styling line to shape your creative is an opportunity to meet creative hairdressers with a similar expression mindset, exchange trends, ideas and projects in an event • Learn how to blend the different products to dedicated to beauty and live the values of respect for nature. personalize for each of your guests needs Join in celebrating the World Wide Hair Tour and it’s next stop Your Hair Assistant Styling Demo in Reykjavík! • Learn product philosophy, characteristics and Discover the power of nature! Discover Davines! benefits of using Your Hair Assistant • Witness a demonstration of foundational blow-dry

Oi • Learn product philosophy, characteristics and benefits of OI

Authentic • Learn product philosophy, characteristics and benefits of Authentic SU • Learn product philosophy, characteristics and benefits of SU

Professional Salon Concepts 800-343-5289 or 815-744-3384 Photo courtesy of Imprinting Evolution Collection, by Angelo Seminara for Davines 11 Pure Collection In-Salon Menu Discover the latest trends in hair fashion through a milk_shake® Treatments presentation of the Pure Collection, interpreted through • Be introduced to the world of milk_shake® Treatments the transparency of colors. The main tones are pastel • Discover ways to add pre and post treatment options shades and make the connection between cuts and to your service menu to ensure the perfect end result colour, representing the maximum expression of stylistic and how it can make your business more profitable ® creativity. This is a unique opportunity to be first to see • Learn how milk_shake Treatments restructure the hair from inside out fashion and its latest innovations in person. You will leave with an on-trend, tailor made haircut and color to milk_shake® Lifestyling Lab take back to your salon guests. • Explore the unique characteristics and how to use milk_shake® products for maximum results • Gain knowledge of the products, their usage, and Pretty Pinning explore layering ideas Pinning hairstyles are perfect for formal occasions, like a wedding or a prom, which require a hairstyle that is NO INHIBITION Styling Lab elegant, works with your dress and accessories, and suits • Be introduced to the world of NO INHIBITION’s your personal attributes perfectly. They can also be worn sophisticated styling products for less formal events, such as a day at the office, to give • Interactive experience of learning the philosophy, characteristics and benefits you a polished and professional look. Revisit some of the • Opportunity to experience its simplicity and foundations of long hair dressing, including setting, pin performance placement, back-combing, balance and vision and also be inspired by some fun and exciting on trend long hair Cut and Color Collection looks of the season. Build your confidence in one of the • Features haircutting and color techniques from a z.one most lucrative and fun services behind the chair. concept™ collection • Learn styling and finishing tips

Color Your Cut Color Experience This hands-on cutting and coloring workshop will • Overview for those exploring milk_shake® or NO focus on consultation and creating a new look for your INHIBITION color guest. In addition, you will learn how to use cutting and • Introduction to the unique characteristics and benefits of milk_shake® or NO INHIBITION color coloring techniques as one to bring your vision to life. Everything your need to elevate your craft and create a Foundations of Color more memorable guest experience will be covered. • For those new to milk_shake® or NO INHIBITION color • In-depth information on the proper usage of milk_ Fall Collection shake® or NO INHIBITION color ensuring staff feels Discover the latest trends in hair fashion through a confident presentation of the new bi-annual z.one conceptTM hair fashion collection. This is a unique opportunity to be the Color Tech first to see fashion and its latest innovations in person. • Gain confidence in transitioning into milk_shake® or You will leave with an on trend, tailor made haircut and NO INHIBITION color • z.one concept™ educator is in salon working with color to take back to your salon guests. staff as they are working with their guests • Helping with guest formulations Illuminating Balayage Ever wonder how to create beautiful and luminous The Art of Dependable Gray Coverage • Complete guide to achieving dependable color results highlights or blondes? Discover lightening techniques • Guidelines to accurately determine the percentage using different types of tools. Whether you want to of gray illuminate the hair by creating a small amount of • Formulate to enhance or neutralize warmth dimension or taking your guest from brunette to blonde, • Learn the three key points in successful gray coverage illuminating balayage has the answer. Decologic • Better understanding of high lift blondes, lighteners, Innovative Blondes, Brunette Brilliance, and toners • Gain confidence when selecting tonal choices to help and Radiant Reds achieve your ultimate blonde Do you want to achieve that perfect blonde, brunette • Methods essential to creating results while respecting or red? A perfect blonde is desired but often difficult to the integrity of the hair attain. Define your signature blonde whether it is icy cool, flaxen beige or 24 karat gold. We will explore cool Brunette Brilliance and warm tones level on level as well as level changes. • Be exposed to the wonderful world of brilliant varieties of brown Whatever color you desire we have the perfect solution • Experience the limitless combinations of chocolate, to unleash your formulation creativity. coffee, sensual warms and exotic shades • Achieve beautiful multi-dimensional results z.one concept™ Education Experience – Italy Radiant Reds Join us for a gathering of our International Creative • Gain a solid understanding of how to achieve targeted Minds who will give you an up-close experience of the results newest collection, fashion trends and more. Empower • Focusing exclusively on red tones yourself with two days of compelling education at z.one • Achieve optimum results when creating rich, reflective conceptTM headquarters in Varese, Italy and spend an reds, red coppers, and red violets additional few days to experience the Italian culture in TM milk_shake® Illuminate Light Experience Tuscany with z.one concept family. • Discover Illuminate quick light, an ammonia-free lightening treatment • Learn how Illuminate pure pigments can add specular tones to personalize hair • Create natural looking results with illuminate conditioning lightening oil

Photo courtesy of z.one conceptTM Professional Salon Concepts 800-343-5289 or 815-744-3384 12 Scumclass Master scumbassadors will present the old school craft of barbering by demonstrating classic cuts steeped in tradition and perfected over decades by the “Lords of the Lard.” From pompadours to flattops, learn how to approach these timeless cuts to integrate the Schorem classic shapes and REUZELTM products into everyday work. While preaching the greasy gospel, the scumclass will touch on how to build the men’s business to ensure your greasers, ruffians and other fine gentlemen scumbags return to chew the fat and walk out with a perfect cut, every time they leave the shop or salon.

Clipper Carnage…The Not So Boring Hair Let us help you get down and dirty with your clipper. Clipper Carnage…The Not So Boring Hair course allows you to learn the ins and outs of the tool along with a variety of techniques to make you more comfortable with your tapers and fades. From clipper knowledge and care, to advanced clipper over comb work, this course dives deep into what many consider the most important tool to achieve most of the classic Schorem™ cuts. Classic Barbering 1 Classic barbering is the first step to understanding Schorem shapes and how to achieve them. In this course, you will learn the two longest haircuts. This is a great course to get your feet wet and start to understand the techniques as the foundation of all REUZELTM classic haircuts. There will be a great deal of focus on product application and styling.

Classic Barbering 2 The profession of barbering is one of the oldest in the world. Experience two of the most popular Schorem haircuts. Dive deeper into the nuances of your tools, specifically the clipper. Learn the effects of each guard and clipper blade attachment. Practice how to place weight in a haircut and build shape that is significantly shorter on the sides than the top. Explore the head shape and hair texture considerations you need to take into account before diving into most cuts.

Classic Barbering 3 This event will teach, motivate and inspire fellow barbers (beginners and advanced) & aficionados with the goal of taking men’s hairdressing right back to the high level where it belongs. Expand your knowledge of the craft of barbering by diving into some of the more Schorem aggressive clipper cuts. These cuts require a keen eye for detail and the class will be focused on the nuances of head shape and how to work most efficiently with your tools at hand.

In Salon Menu

Barbering Demo • History of Reuzel • Demonstration by Scumbassador on a live model • Extended product and styling knowledge

Professional Salon Concepts 800-343-5289 or 815-744-3384 Photo courtesy of Reuzel™ 13 Tradition is the Base In-Salon Menu The art of the barber. Learn the forms and techniques Tradition is the Base to construct the classic haircuts of the Barber, plus • History of DEPOT® the treatments for the care and maintenance of ® beards and moustaches. Construct two types of faded • Discover the DEPOT method of cutting hair ® haircuts with scissors and (electric) razors. Witness • Learn the DEPOT method of shaping the beard and shaving ritual a demonstration of shaving and cutting of the beard and mustache using razor blades and scissors with an Tradition is the Base part 2 application of treatments specific to shaving. • Pick up where Tradition is the Base left off • Demonstration of two haircuts using clippers The Classics and scissors A strong “back to classic” style doesn’t mean it’s a • Extended product and styling knowledge step backwards. The Classics collection created, by Alberto Cordoba and German Munster, demonstrates Tradition Evolves - Shaving that vintage is in fashion. Learn nine fundamental (COMING SOON) haircuts from classic barbering revisited with • Witness the DEPOT® shave ritual a contemporary feel. Each haircut and styling • Learn the importance of skin preparation technique, completed by beard and moustache care, and aftercare is characterized by simplicity, harmony and attention • In-depth product knowledge of the 400 to details; “order” is the key word. shave series

Olympic Shapes A global, all-men’s fashion collection, full of current fashion trends. The Olympic Shapes collection is inspired by the movements of the Olympic disciplines, where the precision and at the same time the naturalness, of the movement interpret an innovative and current hair fashion expression. A visual segment will be presented on models followed by an interactive see and do workshop.

Photo courtesy of DEPOT® Professional Salon Concepts 800-343-5289 or 815-744-3384 14 Beauty Industry Icons

Paul DiGrigoli Paul DiGrigoli has more energy and passion than anyone in the hair industry today. Regardless of whatever hat he’s wearing – author, hairdresser, speaker, salon or school owner – Paul brings a unique blend of enthusiasm, integrity, and humor to everything he does. An individual who lives what he teaches, Paul delights in sharing the best of what he’s learned during almost four decades in the industry. He engages his audience and gets people moving (figuratively and literally!) on their way to success. Through his unstoppable energy and unmatched passion, Paul has touched the lives of thousands of cosmetologists across the United States. Due to his entrepreneurial background, he has had first-hand experience in the importance of team building, personal development, leadership skills, and even health and wellness. Paul’s motivational seminars go beyond your expectations. Join us for one, two or all three of the seminars.

Building a Healthy Salon (Salon Owners) As a salon owner, Paul has seen how a single decision can affect the fate of a salon. From hiring the right stylists to building brand awareness, you have to be ready to take positive actions and avoid missteps. With this motivational seminar, you will be ready! Be part of the excitement when Paul shares the secrets of America’s best salons. You’ll have a terrific time sharpening your leadership skills and discovering new ways to stand out from your competition.

Entrepreneurs Behind The Chair (Stylists) In order to thrive as a stylist, it’s not enough to have an entrepreneurial spirit, you also need the tools to translate that spirit into action. In this exciting seminar, Paul will share the strategies and secrets of the world’s most successful hair stylists and entrepreneurs and give you the confidence and insight to increase your value to the marketplace. Come unleash your inner entrepreneur!

The Art of Leadership (Salon Owners & Stylists) No matter what stage you’re at in your career—owner, educator or student— improving your leadership skills is the surest way to advance. In this dynamic seminar, Paul will teach you different ways to lead, how to motivate others, problem- solving techniques, and how to earn the respect of everyone around you. You’ll leave ready to set an example and to create a culture in which everyone will not just strive, but thrive.

Beauty Blogging Pixie Sarah LouWho, the Beauty Blogging Pixie, will help you define a social status, develop your intentions, fill your book and gain a local following. Everything is about relationships, learn how building relationships with each salon guest can build your platform and take your brand (yourself) to the next level socially. Whether you choose to attend at the novice level, master level or both you will take away multiple tips and tricks on maximizing your bio, geotagging posts and IG stories, effective hashtags on post and IG stories, and the importance of interacting on community pages and posts. @sarah_louwho

S•R Education Razor Cutting S•R Education believes in high-quality, hair education for all. With a focus on simplifying techniques, the cutting program provides you with the skills you need to meet the unique demands of your guests. Razor cutting will feature a variety of haircuts (long and medium lengths, shag, fringe and face framing). You will learn when to use a straight razor vs a guarded razor. Over a two day period experience the importance of body position, finger position, sectioning and much more. www.sallyrogerson.com

Professional Salon Concepts 800-343-5289 or 815-744-3384 Photo courtsey of Reflection Collection, by Angelo Seminara for Davines 15 9 610 Moen Avenue • Joliet, IL 60436 Phone: 815-744-3384 www.professionalsalonconcepts.com

Professional Salon Concepts

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