AUGUST 2019 THE OFFICIAL PUBLICATION OF INTERCOIFFURE @beautylaunchpad #beautylaunchpad STAY ON BRAND Top infl uencers talk social media marketing strategies Pro Picks Artists reveal their can’t-live-without products IN THE THICK OF IT How to boost thin tresses Crystal Gel Dive into Detox! Gently draws out damaging build-up from hard water mineral Blondes deposits and medications. Bombshell Blonde! Keep your natural or highlighted hair looking as if you just stepped off the beaches of Malibu. Hydrate Swimmers Bye, Bye Green Hair! Locked in Color! Defend against aggressive High-performance hair wash oxidizers in water that may cause that delivers an intensive dryness and damage. dose of concentrated color protection. LATED W U ITH M O R U O T F G S L U N E T MADE IN THE USA E B N A R • A S P U • LF A TS TE N SURFACTA Beach Bag Necessities for SHAIRummer CARE The summer months had you taking the plunge into pools, lakes and oceans. 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FOR MORE INFORMATION VISIT RAQUELWELCHWIGS.COM/TRANSFORMATIONS OR CALL 1-888-655-8900 Model is wearing Game Changer in Glazed Sand | © HairUWear Inc 2019 BEFORE Imagine the Possibilities Contents AUGUST / BEAUTY LAUNCHPAD VOLUME 18/ISSUE 8 21 32 SOCIAL STUDIES Why and when you might want to include “No longer accepting new clients” in your IG bio 34 BURNING QUESTIONS Wella Professionals North America chief blonding offi cer Zach Mesquit FEATURES 18 THE MUST LIST answers your queries 68 PORTFOLIO Eufora national trainer Dana Hodges BEAUTY Affi nage Salon Professional elevates Caschetta shares her faves and raves hair’s fabric in Twilight Texture 20 #INSTAGOOD 38 Adventurous A-listers pick pixie cuts; 74 BEYOND BRANDING BASICS Barrettes make a massive impact, top artists divulge their most coveted product; plus new launches Stylists with successful online platforms whether extra-large in size or stacked lend their insights on the why and how in multiples of branding 22 RISING STAR THE COLORIST 78 THROUGH THICK AND THIN Michael Gray freshens up traditional 51 COVER LOOK Deep dive into the causes of hair plaits for both everyday and party- Schwarzkopf Professional’s Liz Haven thinning, plus solutions, advice and ready inspo on how to achieve our featured look products that make a difference 24 SALON OF THE MONTH 52 TIP SHEET 86 ADDITION MISSION Studio 285 in Evans, Georgia, Trending color goods balances a work-ready space with Incorporate these add-on services 58 STAR BRIGHT into your menu offerings to boost your quirk-heavy design Six celeb colorists reveal the formulas bottom line LIVE & LEARN behind their Hollywood clients’ color TRENDSETTERS 28 QUICK TIPS REGULARS 14 RUNWAY REPORT What you need to start your own 10 ON MY RADAR Three micro-trends sure to turn heads YouTube channel 88 INDUSTRY FEED 16 HOLLYWOOD SCENE 30 PRETTY SMART R+Co Collective member Ashley Part Four of our “So You Want to 96 ADVERTISER INDEX Streicher spills the scoop behind her Own a Salon” series: how to write a 98 IN INK favorite styles marketing plan Maggie May Hancock ON THE COVER Photo: Imaxtree.com // Designer: Chanel Spring/Summer 2019 Beauty Launchpad (ISSN 1557-0053 & USPS 022-881), Volume 18, No. 8, August 2019 is published monthly by Creative Age Communications, Inc., 7628 Densmore Ave., Van Nuys, CA 91406-2042, USA, Phone 818.782.7328, Fax 818.782.7450. Basic annual subscription rates are: $24.00 in the U.S., $60.00 in Canada, and $80.00 in other international countries. Periodicals Postage Paid at Van Nuys, CA and additional mailing offi ces. POSTMASTER: Send all UAA to CFS; NON-POSTAL AND MILITARY FACILITIES: send address corrections to Beauty Launchpad, P.O. Box 460159, Escondido, CA 92046-0159. 6 BEAUTY LAUNCHPAD AUGUST 2019 © 2019 Alterna Holdings Corp. MEET OUR HEROES Some heroes wear capes, some transform your hair. Experience Color Hold Dual-Use Serum. www.alternacaviarantiaging.com @alternahaircare #beautylaunchpad PUBLISHER/CEO CHIEF OPERATING Deborah Carver OFFICER 800.442.5667 x219 Jeff Black [email protected] [email protected] VICE PRESIDENT/CFO EDITORIAL DIRECTOR Mindy Rosiejka Stephanie Lavery [email protected] [email protected] “What’s your current product obsession?” “I’m adding Keracolor Violet EDITORIAL ART Toning Drops to Executive Editor Creative Director just about any Alyson Osterman-Kerr Danielle Caseñas shampoo and 800.442.5667 x201 conditioner to Graphic Designer [email protected] “Oribe Dry keep my balayage Laura Fenwick Texturizing blonde from Managing Editor Pre Press Manager Spray is my prematurely Karie L. Frost Sophia Freeman yellowing.” must-have to Associate Editor achieve perfectly Jasmine Brown WEB Creative Director-Web undone-looking 800.442.5667 x229 Ryan Boydstun waves.” [email protected] Director, Social and Digital Contributing Editors Media Content Emilie Branch, Francesca Moisin, Amy Dodds Tracy Morin [email protected] “I’ve turned to ADVERTISING Digital Editor/Ad Ops ABBA Preserving David Simpson Account Executives Blow Dry Spray Shanda Ogas all summer to 800.442.5667 x220 CIRCULATION AND stave off frizz [email protected] PRODUCTION and protect my Diane Walker Circulation Director scalp from UV 800.442.5667 x221 Barbara L. Shepherd damage.” [email protected] Email Marketing Manager Steve Verba ADMINISTRATION Director of Educational Development Audience Marketing Manager Melanie Kopeikin Jamie Andrew Accounting Manager Production Director Lourdes Nuno Madlen Martinez Accounts Receivable Manager Production Assistant Viktoriya Milshteyn Claudia Marquez Special Projects Manager Sashy Rodas ADVISORY BOARD Serena Chreky Andre Chreky Salon, Pam McNair-Wingate Gadabout Washington, D.C. Salon and Day Spa, Tucson, Arizona Mark Garrison Mark Garrison Salon, Matthew Morris-Price Planet NYC Laboratories, Denver Alex Ioannou Trio Salon, Chicago Cherry Petenbrink Salon Republic, Los Angeles /"*130 PUBLICATION OFFICES: BEAUTY LAUNCHPAD, 7628 Densmore Ave., Van Nuys, CA 91406-2042, USA, Phone 818.782.7328, Fax 818.782.7450. The views and opinions in the articles herein are not to be taken as offi cial expressions of the publishers, unless so stated. The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles herein, nor do they so warrant any views or opinions offered by the authors of said articles. No part of this publication may be reproduced in any form or by any means, including photocopying, or utilized by any information storage and retrieval system without written permission from BEAUTY LAUNCHPAD. ©2018 by Creative Age Communications, Inc. All rights reserved. Some images Copyright ©2018 PhotoDisc, Inc. BEAUTY LAUNCHPAD and BEAUTY LAUNCHPAD’S logo are registered trademarks of Creative Age Communications, Inc. Subscription Customer Service: Beauty Launchpad, P.O. Box 460159, Escondido, CA 92046-0159, USA, Phone 800.624.4196, [email protected], www.beautylaunchpad.com Back Issues & Single Copies: $10 each issue. 800.442.5667, [email protected] 8 BEAUTY LAUNCHPAD AUGUST 2019 On My Radar ALYSON OSTERMAN-KERR, Executive Editor [email protected] Good @alysonosterman READ Business As an avid fan of Greek mythology, I was eager to read Madeline Miller’s Circe—and BEAUTY LAUNCHPAD’S it did not disappoint. Miller’s reimagining EXECUTIVE EDITOR ALYSON of Homer’s The Odyssey is told from a female perspective that’s at once sensitive, OSTERMAN-KERR SHARES subversive and strong. WHAT’S ON HER MIND THIS MONTH. TWO UNRELATED TOPICS, both pivotal to our business, top the docket for our August issue: social media and the art of branding, as well as a (not as sexy but defi nitely as vital) conversation on hair thinning and ways to address it. Both of these discussions happen to be subjects that FOLLOW weigh on my mind. Kelsey Deuel (@kelseydeuelhair) On a professional level, there’s the social serves up swoon-worthy media discourse. We—like countless others—are blondes and vivid hues always trying to grow our IG presence via that are worth a @beautylaunchpad with images and videos that double-tap. are meant to educate and inspire; however, we also want to remain authentic to our unique voice and not simply share an image that we don’t personally endorse just because we think STYLE Wilson Collective’s it’ll net “likes.” To do so feels artifi cial, and (@wilsonhaircollective) we want to have a real relationship with our Style Both Ways cream-gel audience.