your future career TOGETHER We unlock the potential to grow
GLOBALLY RELEVANT We embrace the trends as they emerge
FORWARD THINKING We innovate how to learn
CONNECTED We are the creative collective
03 get inspired
Unlock your potential
Fundamental to Peak Level 07
Colour 08
Backbar 14
Styling 20
Essential Looks 28
In-Salon Training 30
Global Ambassadors 34
National Ambassadors 60
National ASK Team 64
Shaping Futures 68
Trend Lab 74
Book Online 78
SCHWARZKOPFPRO.COM/EDUCATION 05 HIGH INTENSITY TRAINING
ASK Education is about opportunity. World-class education created by hairdressers for hairdressers. Cutting- edge courses that combine precise technical knowledge with creative freedom. We believe that continual education builds highly-motivated salon teams, strengthens client loyalty and ultimately increases salon profitability.
Digital NEW Explore unlimited digital possibilities and reach your potential
Creativity Enhance your technical skills, vision and unleash your creative potential
Essential Looks Break the rules and push the boundaries to create tomorrow’s trends today
Essential Skills Stop stopping The ASK Education Improve your everyday skill set and journey is designed to knowledge at every level yourself take your professional skills to the next level. Consultation As we shape the future Develop commercial in-salon services of hairdressing, we are to maximise revenue continuously evolving and innovating, so you and your salon team can choose the right level to raise your game.
SCHWARZKOPFPRO.COM/EDUCATION 07 Be the driver of your success
Fully immersive colour education empowers hairdressers to create the perfect mix of shades, tailored to each client. Learn how to upsell colour services and promote client loyalty by providing a truly bespoke colour experience in-salon.
09 The artistry of mixing
Mixology
Mixology is firmly established as an art. Balance expression and invention by learning how to combine precise Colour technical knowledge with creative freedom. Become a colour connoisseur and showcase your creative skill set from behind the chair. Highlight
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11 Colour Hero Seminars
Colour Principles Every colorist needs to be confident in advising and creating the perfect techniques for their clients. This course has been devised to give colorists confidence in the usage of IGORA. Through live demonstration and a hands-on workshop, you will gain the knowledge to offer a strong consultation, pushing your skills to the next level.
The Power of Blonde Does your heart beat blonde? Then it‘s time to raise the bar! Bring your We embody the spirit and needs of blonde hair, so let us show you how to bring your creativity and blonde vision to vision to life life. This course will give you maximum product confidence, as well as the technical skills to handle the full spectrum of all blonde looks that your clients long for. It’s time to become an authority on blonde!
True Beautiful Honest P F P R O O . C Today's generation has a new desire for realism and honesty K O Z M R / in beauty, do you feel it too? Authenticity is more that a A A S trend – it's a lifestyle! Learn how to craft truly unique colour W
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13 Leave your clients buzzing with satisfaction
Celebrate your artistry and enhance your client’s look with educational Backbar classes designed to inspire and excite. Learn how to take your clients on a truly customised, in-salon care journey and create beautifully personalised results, every time.
15 Salon-exclusive customisation experience
Custom Care
The future of our industry depends on outstanding services, which can’t be replicated at home. To set yourself and your salon apart from the competition – and gain new clients – learn how to successfully leverage and perform hyper-customised care routines. In order to address every client need backbar effectively you need the knowledge, practical experience and confidence to become an expert in hair and scalp evaluation – the intensive Custom Highlight Care seminar gives you exactly that.
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Retailing Excellence This course will show you how to sell in another way; by understanding WHY, HOW and WHEN to sell. You'll learn how to create the need, introduce a service or product and ultimately tell a story in the most engaging and interactive way. Be free from the fear of selling as you gain retail confidence through specific strategies and step-by- step merchandising activities. We will be your partner, providing the support and knowledge you need, to build your salon business and enjoy Retailing Excellence.
Care Consultant We believe in providing tailor-made haircare services customised for each client. This in-depth session will make you an expert in our unique hairtherapy range, as we look at how the hair and scalp is affected through daily exposure to damaging influences. With a holistic approach to hair and scalp consultation, you will learn how to prescribe the perfect solution for every client need – become a care Ambassador today! 19 The fuel to your creativity
Every head of hair is a blank canvas. Every client is a new opportunity to practice your art. From conservative to creative, every time you style is a chance to showcase your talent. Learn how to craft your own signature style.
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Break out of established patterns
Progressive Styling Styling Inspired by fashion and editorial hair, this course translates the latest Highlight trends from global catwalks, celebrity magazines and viral movements into creative, yet wearable looks achievable in-salon. Progress your everyday styling skills, such as texturising, and learn how to really personalise your clients’ looks. Perfect your craft with expert techniques, combined with detailed product knowledge, correct tool usage and ASK Education hints and tips to create on-trend looks your clients will love!
23 P F P R O O . C K O Z M R / A A
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Style DNA Immerse yourself in the OSiS+ universe! After covering the basics, our team will show you the latest techniques on the market. You'll gain the confidence to unleash your creativity as you master Schwarzkopf Professional’s innovative styling range. Take fresh inspiration and new styling skills back to the salon, so you can create customised styles that exceed your clients' expectations!
Session Secrets Uncover Session Secrets and get to know Schwarzkopf Professional's style visionaries! Fuel your creative spirit with iconic hair styling trends, glamorous looks and state-of-the-art hero products. Enjoy professional tips and tricks from award- winning stylists, as they show you that there really is no limit to tailor-made style for every client.
Dry It Right BLOW your clients away as you become an expert in the art of blow-drying! Starting with classic techniques, we will expand your knowledge and teach you the smart way to create outstanding volume, bounce and lustre. Explore Schwarzkopf Professional’s range of blow-dry products as we support you on your journey to the perfect finish!
25 It's not about ideas, it's about making ideas happen.
ASK Visionary allows us to share our perspectives, ideas and aspirations. Enjoy curated educational experiences that take an inspiring multidisciplinary approach.
27 Essential Looks
Creating tomorrow's trends today
Essential Looks brings catwalk & Our collection will lifestyle trends to the salon, inspiring inspire you to translate hairdressers to create high fashion, ready- to-wear salon looks. seasonal trends into Inspiration is taken from international salon reality fashion runways, session stylists and fashion forecasts, and distilled into distinct seasonal trends. Catwalk looks are translated into salon-friendly styles. Hairdressing professionals are provided with the education and skills to interpret and deliver these effectively to their clients. Salon services and product offerings are developed to support the hairdresser’s creativity and business growth. Discover more on:
ESSENTIALLOOKS.COM
29 Visionary Seminars
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Stretching your horizons
Essential Looks: Trend Event Essential Looks: Look & Learn Experience a creative session and Expert educators and stylists will pure inspiration unlike any other. empower you with the highest level Selective team of stylists will inspire of artistic expression and strengthen and energize the audience. Reboot the skills. Perfect your abilities yourself and revitalize the relationship and knowledge about the hottest with your clientele to build a runway looks and experience forward memorable experience for your salon. thinking hair trends with exclusive demonstrations in walk-on presentation models. 31 Visionary Seminars
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Essential Skills – Cut & Colour Essential Skills - Styling Make your cutting and colour skills Are you made to create? Then it’s time great again! This seminar covers the to boost your styling skills to the MAX! fundamentals needed to refine, correct From classic blow-dry techniques to and increase your range of essential polished smooth curls, this seminar will cutting and colour skills. Thanks to the support you with everything you need expert knowledge from our inspiring to become an expert in the art of styling team of hairdressers, you will become as we re-focus on the essentials. a true PRO in techniques such as Outline, Layers and Graduation as well as Uniform, Multi-Tone, Effect, Placement and Graduation techniques. 33 Lesley Jennison
Global Colour Ambassador
Meet the Artist Lesley Jennison began her career in 1984 at a renowned London Hair Academy and spent 18 years travelling the globe working on shows and seminars. Lesley then joined the fabulous Real Hair salon, where she tends to a high-profile clientele, such as Gwyneth Paltrow and Elle Macpherson. Her radical vision and flair for colour took her from a Vidal Sassoon Up Close & Personal apprenticeship to global recognition – Lesley Jennison is continuously and has made her the ‘go to’ name on striving to recognise upcoming every celebrity’s lips for unsurpassed trends and innovative ways of colour genius. Fashion conscious herself, translating colour to hair. Lesley has also worked on catwalk shows for the likes of John Richmond, COURSE 1 Raf Simons and Alexander McQueen. London; 01.01.2019 GBP 500 COURSE 2 Manchester, 02.01.2019 GBP 600
@LESLEYJENNISON 35 Edoardo Paludo
Global Colour Ambassador
Meet the Artist Up Close & Personal Edoardo started his career in his home For Edoardo Paludo, colouring hair town of Milan in the early 90s where his is truly an expressive art, he feels eye-catching work as an experimental privileged to be able to create colour colourist was challenging the norms. every day, learning new skills and His unique approach to colour meant techniques that constantly push him that he became internationally forward. recognised in the industry from an COURSE 1 early stage. This lead him to London where he established himself as the London; 01.01.2019 Creative Technical Director at Trevor GBP 500 Sorbie for over 9 years; here Edoardo's COURSE 2 innovative colour techniques played a Manchester, 02.01.2019 vital role in them winning ‘Artistic Team of the Year’ three times at the British GBP 600 Hairdressing Awards. Edoardo’s work has been published in many prestigious magazines such as Vogue and Tribute and his creations can be seen in fashion exhibitions around the world. @EDOARDOPALUDO 37 Jack howard
Global Blond Ambassador
MEET THE ARTIST Jack started his impressive career in 1983, working as a hairdresser and colourist primarily in the USA and the UK. He has also worked as an International Educator since the 1990s, providing specialist training in the art of Balayage. Jack comes highly- recommended by the likes of Vogue, Tatler, Harpers, the Evening Standard and many more, with a client list spanning the likes of Poppy Delevingne, Suki Waterhouse, Abbey Clancy and Gillian Anderson.
Up Close & Personal Jack Howard has been widely credited with bringing balayage to the UK and continues to showcase his blonding techniques to hairdressers around the world. COURSE 1 London; 01.01.2019 GBP 500 COURSE 2 Manchester, 02.01.2019 GBP 600 @JACKHOWARDCOLOR 39 Tyler Johnston
Global Ambassador
CV Beginning as a stylist at Vidal Sassoon in the creative hotbed of 80s Manchester, Tyler Johnston progressed rapidly up the hairdressing ladder, this culminated in a move to London where he became Art Director at Sassoon’s prestigious Knightsbridge salon. After six years in this high-profile position, Up Close & Personal working on seasonal collections and adverts for TV, Tyler left to pursue an Tyler Johnston combines international freelance path, with clients technique and adventurous such as David and Victoria Beckham, creativity to inspire and Cate Blanchett, Lily Allen and many motivate hairdressers to more on his books; he is now one of develop their own the industry’s most sought-after creative edge. session stylists. COURSE 1 London; 01.01.2019 GBP 500 COURSE 2 Manchester, 02.01.2019 @TYLERJOHNSTONHAIR GBP 600 41 Richard Ashforth
Global Styling Ambassador
Meet the Artist Starting his career with the illustrious Vidal Sassoon, Richard Ashforth went on to establish his own international hairdressing brand, SACO, in 2005. He now has many educational academies and salons positioned across the globe. Defined as ‘success’ in Japanese, SACO also means ‘detail’ – which perfectly describes Richard’s precision-perfect approach to cutting. Richard believes that styling and creativity go hand-in- hand and he never runs out of ideas, which is why he is frequently called Up Close & Personal upon to work with some of the greatest Richard Ashforth is renowned in names on the international fashion the hairdressing industry for his scene. This includes countless Fashion directional, forward-thinking ideas, Week shows and photoshoots alongside his belief in simplicity and his Peter Lindbergh, David Bailey and commitment to beauty. American & British Vogue; Richard has COURSE 1 also created his own guerrilla-style hair show – NOISE. London; 01.01.2019 GBP 500 COURSE 2 Manchester, 02.01.2019 GBP 600 @RICHARDASHFORTH 43 Joana neves
Style Ambassador
Meet the Artist Hairdressing is in Joana's DNA, for her it all began with an inherited passion for hair, which came from her mother, who has been a hairdresser for more than 40 years and owns a successful salon in Portugal. Joana's ambition wasn’t satisfied by being “a local hairdresser” so she pushed her skillset; Up Close & Personal travelling and working under various Joana Neves is a real inspiration for leading hairdressers, such as Vidal hairdressers all around the world, as she Sassoon and Georgiy Kot. In addition to translates highly creative techniques working as a Hairstylist and Colourist, into commercial salon reality. Joana repeatedly works backstage at International Fashion Week shows, for COURSE 1 esteemed global brands, such as Dior, London; 01.01.2019 Chanel and Givenchy. GBP 500 COURSE 2 Manchester, 02.01.2019 GBP 600
@JOANANEVES 45 Visionary Seminars
Be a game changer
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InnoXplorer InnoXpress Be inspired by Schwarzkopf What's trending? Join us as we Professional's latest product innovations Xplore emerging Social Media trends and technologies! Discover the secrets and viral movements, whether it's behind our newest products and why unicorn hair, shadow roots, braiding they'll be your must-have hair heroes in techniques or the perfect metallic the salon! By experiencing the products colour fade, this course is your Xpress up close and personal you'll learn how ticket to recreating the most innovative to become an effective communicator, looks your clients will be asking for! so you can confidently recommend the By mastering the latest #hairtrends best regime to your salon clients. you'll set yourself and your salon apart from the rest, making the ordinary, Xtraordinary.
47 Visionary Seminars
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Connected Community Viral Community Let’s tackle our favourite topic together: Journey into the boundless digital Social Media! universe. Learn from renowned experts in the industry and expand your digital Alongside one of our experienced skills by mastering the art of content National Ambassadors, we will show you marketing and digital strategies. Be the power of Social Media and what it inspired by our special guest speaker can do for you and your salon business. and become a digital expert in your field. Discover clever ways to gain more visibility, engage with your clients and drive traffic to your digital channels to ultimately increase footfall in your salon.
49 SUCCESS It's people that BEHIND build a business THE CHAIR
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In Salon Skills & Thrills
Allow us to create a bespoke course to meet your team’s training aspirations – with the convenience of bringing education directly into your salon! Our highly engaging line-up of in-salon classes and interactive workshops motivate and elevate the team to drive your business forward.
51 Book online
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How to book your seminar Never stop learning! Start your Book online to instantly reserve your educational journey by visiting the place on any desired course. Schwarzkopf Professional website. Bookmark ASK Education Browse upcoming seminars, review on your smartphone’s home Academy locations and be inspired by screen for direct access to global creative artists. education online 24/7. Learn on the go!
53 Welcome to the world of Professional Partner Services. elcome It's here we devote ourselves to you, TO OUR the hairdresser, so you can stay ahead of the game and become the best hair artist YOU can be! We work together to provide endless sources of global and local inspiration; immerse yourself in the world of ASK and discover the real value that education can add to your business. orld 55 The beauty of black
BY SIMON ELLIS As hairdressers, we see black can do so many things; beyond the practical, black is powerful, it’s minimal for maximum effect, it can stand out or step back and it simply never goes out of style. While we create in full colour, we choose to wear black. It's in our name – Schwarzkopf – and it's characterised by our Professional standard of education. We work TOGETHER, collaborating with Hairdressers, Ambassadors, Influencers and Hair Artists from around the world to ensure we are GLOBALLY RELEVANT. We innovate how you learn with a FORWARD-THINKING seminar programme that’s personalised to your learning level. Our training offers a blend of non-stop motivational experiences, delivered in our inspiring Academies, eLearning environments or in-salon. Our goal is to create a community that's truly CONNECTED. A creative collective that’s always up-to-date with emerging trends and hairdressing know-how. Schwarzkopf Professional is the original black; it's our constant, our standard, our united signature.
@THESIMONELLIS 57 Lesley Richard Jennision Ashforth @LESLEYJENNISON @RICHARDASHFORTH global ambassadors Joana Edoardo neaves Paludo @JOANANEVES @EDOARDOPALUDO We are proud to collaborate with leading creative artists in the hairdressing world! Schwarzkopf Professional's dedicated Global Ambassadors bring their hairdressing vision to life through true artistry and exceptional talent. We put their combined expertise into our professional partners’ hands, so that together we stay at the forefront of our industry.
Jack Tyler Howard Johnston 59 @JACKHOWARDCOLOR @TYLERJOHNSTONHAIR National Essential regional Ambassador Looks Ambassador Essential Looks - Guy De Waen Freelance Team
what makes me different? Every aspect of my teaching is built on a bedrock of almost 30 years personal experience so it’s all second nature - and I think this shines through. I specialise in precision hair cutting with great attention to detail. I convey this in an instantly accessible and inspiring way, bringing my messages to life using tablets, cameras and mixed media. Yet, as professional success depends on putting creative skills in a commercial context, I also help my clients develop communication and consultation skills.
I was 6 years old and had found my vocation. No-one in my family had their own business or creative ambitions so I challenged many preconceptions to succeed. INFLUENCES My formal training as a hairdresser was set Loes Adams Veerle S'Jongers against a backdrop of the MTV generation @LOESADAMS1982 @KNAPGEKNIPT and the exciting boom of New Wave music in Belgium – both of which fuelled my experimental impulse to push the boundaries of what is possible with hair. Antwerp, the fashion capital of Belgium, is my hometown and it’s renowned for combining originality with accessible ideas that work in a real environment. This ethos influences my work even today, as I continually seek new ideas and techniques to inspire my studentsand attract new clients. TODAY Guy De Waen My life is a dynamic mix of roles, each of which @HAIRREVOLUTION_ACADEMY enhances the others, with a common thread of excellence throughout. I travel the world I am Guy de Waen and I have more than one educating professionals at all levels and then, facet. I am a hairdresser, a trainer, a Schwarzkopf when I come home, my academy Hairrevolution, International Ambassador, founder of my own demands my undivided attention. I am also academy and a creative with an insatiable invited to be part of incredible teams in live appetite for everything to do with hair! shows and am continually learning new things, Jill Kupers Eric Polain BACKGROUND passing on fresh inspiration and growing @NHAAR_JILL @KOPOL01 professionally – what more could I wish for? There were two hair salons on the street I grew up on and every day I would find new reasons to pass by and glimpse inside – 61 regional Ambassador Essential Looks - Freelance Team
Caroline Deom Sven Corbeel Rita Wauters Dimitri Soyez @CARO_HAIRDESIGNER @KAPSALON_SVEN_VILVOORDE @KAPSALONFR @DIMITRI_SOYEZ
Zeyneb Usul Fabrice De Roo Pasqualé Caiola Romain Nicotra @HAIRMASTERSPLUS @FDRHAIRSTYLIST @SALON PASSION COIFFURE @ERSATZLIEGE
63 National ASK Team
Tom Sneppe - Academy Manager Nancy Van Der Kelen - Academy Assistant - 02 218 14 54 Technical Advisors Bich-Ha van Nguyen - 0470 92 11 01 Katia De Clerck - 0474 70 27 19 Marie Bouffioux - 0497 54 03 78 Paula Hegedus - 0473 98 01 10 Petra Dhondt - 0494 14 83 17
Sharing knowledge to inspire and motivate hairdressers
Our National ASK Teams are the first From technical point of contact for local salon owners tips and business and hairdressers. advice, to translating the The talented Technical Advisers work latest trends into closely with Sales, Marketing and wearable looks for Education departments to provide salon clients, the daily support to salons and our National ASK Teams hairdressing community. are always on hand.
SCHWARZKOPFPRO.COM/EDUCATION
65 ASK academies
BRUSSELS TORONTO
SCHWARZKOPFPRO.COM/EDUCATION
With a great number of Academies and partner locations around the world, Schwarzkopf Professional are able to provide an inspirational environment where skills are refreshed, trends are born and connections are made. Each location has been designed to fire-up your passion for hairdressing as you're welcomed into a world of motivational, professional support. Our Academies truly are an integrated global network of excellence.
TOKYO VIENNA 67 Born from a simple yet powerful the most vulnerable people in the world idea, the Shaping Futures initiative, in can benefit from their hairdressing collaboration with Fritz Henkel Stiftung, expertise to build a successful career strives to create a brighter, sustainable and an independent future. future for socially disadvantaged young Experience the incredible dedication adults, by teaching them the craft of Schwarzkopf Professional's of hairdressing. Through this shared ground-breaking social initiative in passion, Schwarzkopf Professional ‘Inside Shaping Futures’; a powerful has brought the Shaping Futures documentary that tells the inspiring programme into 30 different countries, story of individuals involved in this influencing the lives of more than 2,000 work around the world. This is a global young adults. This exceptional success initiative in action. Transforming lives is thanks to the tireless work performed one at a time. by volunteers from Schwarzkopf Professional’s experienced partner To watch the documentary, or to salons, who offer their time, passion and learn more simply visit Transforming skill for free – this means that some of lives through hairdressing SCHWARZKOPFPRO.COM/SHAPINGFUTURES
69 Introducing the new challenge
Fusing physical and digital experience
The Hairdressing Awards celebrate the epitome of hairdressing art – TO BE UPDATED BY it celebrates the best hair-creations INDIVIDUAL COUNTRIES worked on models shot in a professional studio. Nevertheless, every day fantastic salon looks are created in real salons on real clients – and shared and celebrated on Instagram. Cutting Edge is the fast-paced online spin-off by the Schwarzkopf Professional Hairdressing Awards In 2019, the Hairdressing Awards will not @ALEXLEPSCHI only celebrate the best hair-creations done in a photo studio but the spin-off CUTTING EDGE will be dedicated to celebrating the hottest salon looks!
71 Digital Hairdressing Award the digital award
All you need is creativity: Here’s how it works…
Choose from three core categories: #BestColorTransformation the art and emotion of transforming with colour #BestStylingTransformation the power of styling to celebrate individual beauty #BestVideoTutorial you choose the subject; cut, colour or styling
Or choose one of our two trend categories for 2019: #BestBlonde your personal take Entering is easy… on fashion’s most current blonde 1. Upload your work on Instagram, #Pastels pink, mint, baby blue, using the category hashtag lilac – pastels, your way 2. Check out and rate every entry – And your region’s own categories. you create the shortlist These are our fab, new, real-time, open to everyone, online awards, and we’re 3. Our professional jurors review your inviting hairdressers and young talents shortlist and choose winners, for a to show off their work to some of our real-time career boost – and a trophy industry’s top artists. on your mantelpiece.
73 Inspirational engagement in real-time
We are proud to present Trend Lab, the digital content factory designed to share everything that we do, as soon as we do it. It’s about inspiration, creativity, education and celebrating the art of hairdressing. Schwarzkopf Professional’s Trend Lab allows us to share everything from trend inspiration, hair hacks and product information to step-by-steps and behind-the-scenes inspiration, all whilst we showcase the amazing work from global creative artists and next generation influencers. In today’s digital world information is available almost immediately, which means we need to respond to the latest trending movements as quickly as possible; Trend Lab is the perfect platform for us to do that. Are you ready to be part of our culture?
75 ASK blog
SCHWARZKOPFPRO.COM/EDUCATION
The ASK Education Blog is the place to visit for relevant hairdressing inspiration. From how to recreate the latest viral trends, to the financial side of running a successful salon, the ASK Education Blog is your go-to resource for snackable, bite-sized content – accessible wherever, whenever. High-quality content is delivered weekly, in a variety of accessible formats that cover all areas of hairdressing: Consultation, Creativity, Essential Looks, Essential Skills and Business.
77 Experience immersive eLearning
ASK-ELEARNING.COM
Responding to the needs of the modern hairdresser, Schwarzkopf Professional created the ASK eAcademy – an online learning hub to develop your skills 24/7. elearning Expect on-demand creative tutorial videos, seasonal webinars, audio- visual product presentations, personal assessments and much, much more! Register now and benefit from extra's and get access to exclusive global content.
79 Follow us! @schwarzkopfpro