TIGI_Creative_Magazine

COVER CREDITS

Hair by Anthony MascoloMake-up by Pat Mascolo forBed Head CosmeticsPhotography byAnthony Mascoloat Bed Head StudioPost Production Design byEleanor Ferguson

be//CREATIVE

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hip and ginseng extracts,

wheat protein, aminoacids

&aloekeepshair looking

healthyandfeeling fabulous!

NewHeadshotShampoo &Conditioner

Photography:AnthonyMascolo&RobertoAguilarMake-up:PatMascolousingBedHeadCosmeticsHairby:Nick IrwinHairAssistant:NoroStyling: JivD

Sold in professional salonsFor your nearest stockist:Call 0844 844 0944 or visit www.tigi.co.uk

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Welcome to TIGI Creative the inspirational magazine that has beencreated especially to inform you of everything in our ‘TIGI World’.In each edition TIGI Creative will bring you the latest news fromAnthony and Pat Mascolo and the TIGI International CreativeTeam. You’ll get a preview of new collections and see what happensbehind the scenes at TIGI shows, photo shoots, launches and thecreative hub that is Bed Head Studio. If we’ve been backstage at afashion show, we’ll take you there too and if we’re rubbing shoulderswith the stars of rock and pop at one of the many music festivalsthat are held each summer, then you’ll find out what’s hot onthe music scene - and if we know any secrets or gossip - you’llbe the first to share our information.

As well as show-casing our creative work, we’ll give you thelow-down on new product launches, with useful tips on applicationand usage from the TIGI Team, (who are fortunate to have a playand test the products before they are launched.)

The TIGI Marketing Team work hard to ensure TIGI brands arepromoted in the consumer press via advertising, advertorials andoffers. They also design innovative ideas to help you retail theproducts to your clients. We’ll be explaining how we design anddevelop our marketing and sales ideas and you’ll be meetingmembers of our team in some up-close-and-personal interviews.It’s not only our hairdressing and products that are creative. Webelieve that business is creative too. Our MD, Simon Ostler istotally focused on creating new ideas and new systems to helpyou grow your business, so in each edition we’ll focus onbusiness issues that we know will be interesting to you.

And of course, we know there are a growing number of verycreative TIGI salons out there. We may be calling you up to profileyour salon, your work and your team.

2008 is exciting for TIGI. TIGI Colour launched this Spring andcompleted the service and creativity that we can offer salons. Ourteam have spent 4 years developing the products and have beenworking with the completed TIGI Colour line for several months andare delighted with the results. In fact, I can truly say I am the firstwalking advertisement for the brand - as my now red hair getscompliments everywhere I go.

We hope you enjoy the launch issue of TIGI Creative. We’d love toget your feedback. Please contact me on: [email protected]

CREATIVE//genius

ANTHONY ON STAGEAnthony works from the heart, often dismissing rulesalong the way, to create something totally unique.

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ANTHONYMASCOLO, is liketheFerrarihedrives: fastmoving,

extremely creative, innovative, cutting-edge and passionate.

Definitely one of the icons of modern hairdressing.

nthony moves seamlessly fromcreating commercial and wearable haircuts,to designing outrageous avant-garde styles,to conceptualising films, shows and imagery.He works from the heart, often dismissingrules along the way, in order to createsomething totally unique. His creativity andpassion are exciting.His Team are constantly ‘fired up’ to acceleratetheir own new ideas; constantly workingtogether on new collections and teachingprogrammes. It is not unusual to findmembers of the Team hanging out withAnthony until the early hours, discussingtheir thoughts, researching pictures orlooking at the work they have created.Anthony’s base is Bed Head Studio inBattersea, South London. From the originalsmall office and studio, Anthony has takenover additional space, adding a largerphotographic studio, additional offices, avideo editing suite and even a gym.The Team has expanded greatly over the 5years since Bed Head Studio was ‘born’.Most work is managed in-house using theexpertise of team members and coveringeverything from photography and retouching,to model castings and bookings, graphicdesign, PR, marketing, location managment,and of course essentially; make-up and hair.

Nearby is the TIGI Creative Academy,where the TIGI Creative Team are based andfrom where they run all levels of courses.It is very much Anthony’s philosophy toshare information and the Academy CreativeCutting course is regularly updated toinclude the very latest ideas from the Team.Anthony’s wife Pat Mascolo works besidehim in everything that he does, creatingthe make-up images for his photographiccollections, brainstorming and offeringadvice and working with him on newconcepts and ideas. This means that theirwork is always 24-7. The couple have workedtogether for 30 years and undoubtedlyPat’s constant support has allowed Anthonyto develop his work with total creativefreedom. Home life and work life are one andtheir 3 children are used to the world ofTIGI infiltrating into their lives. Often theiryoungest son and daughter; Alex and Joshcan be found doing their homework onthe meeting table or using their mother’scomputer, whilst eldest daughter, Georgina,an art student, regularly shoots her ownphotography in the studio.A few minutes in Anthony’s company andyou are totally inspired and motivated topush your own boundaries and it’s easy tosee that he is a very rare ‘creative genius’.

A

GRAFFITICREATIVE//genius

Taking inspiration from street art and fashion, Anthony and Pat Mascologive their ownpersonal interpretation of TIGI COLOUR.

Each year Anthony and Pat Mascolo work on progressive creative ideas that both push their owncreative thoughts, and also inspire the globally-based TIGI Creative Team members; not to mention themany hairdressers who see TIGI shows, and now, also have the opportunity to view the work of Anthonyand the TIGI Team on the ‘Creative News’ area of the TIGI website: www.tigi.co.uk.

Anthony enjoys creating strong, perfect, shapes and the classic ‘Bob’ allows experimentation andcreation. It makes a strong basis for ‘adding on’ and ‘building up’, creative elements. Over the years, theperfectly cut ‘Bob’ has often been his creative starting point.

This year, Anthony has been working with pure white wigs. The white Bob, on its own, already makes astrong statement, but cutting the perfect Bob is just the end of step one. With the launch ofTIGI Colour, Anthony and Pat have really focused on all things colourful. This is important on manylevels. It links the creative part of their shows with the more commercial aspects, (the cuts and colourideas), it also gives a freedom and allows them to have their own ‘personal adventure’ with their work.Colour is making a strong fashion statement this season, so there is the important catwalk link, andlastly, inspiration is taken from street art and the graffiti artists, who, thanks to Banksy and hiscontemporaries working in France and the USA, has become an accepted art from.

After cutting the Bob, Anthony uses a malleable sheet of Perspex to form arcs around the hair and then,with the model’s face safely covered by a plastic mask, airbrushes shapes, freehand. Using primary coloursand his own creative eye, Anthony quickly achieves an exciting and stunning result.

Over to Pat, who takes the same point of inspiration and with a light hand, and a big soft brush,mirrors Anthony’s creations with strong colours taken from the Bed Head Cosmetic Range.

It’s a magical experience to watch! The result takes only a few minutes to create and is very effective.By styling the models in simple white dresses the effect on stage has the definite ‘wow’ factor.

Hair

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Jiv D

ashion Stylist, styles, designsand customises the clothes forTIGI shoots and shows.DO YOU KNOW? Born inBulgaria, passionate fisherman

F

anaging Director, is totallyfocused on bringing retail success toBritish salons. His mission is toincrease the profits of salons througheffective merchandising.DO YOU KNOW? Trained as ahairdresser. Lifts weights.

CREATIVE//people

MSimon Ostler

Anthony Mascolo

hotThe

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Sold in professional salonsFor your nearest stockist: Call 0844 844 0944 or visit www.tigi.co.uk

reative genius, family man,fanatical skier, and avid Chelsea

supporter. Anthony Mascolo believessharing his ideas makes him progress.

DO YOU KNOW? The onlyMascolo brother born in England. Hascreated Bed Head Football to support

children in the community.

C

IGI’s European EducationDirector, helps develop TIGI EducationProgrammes in the UK. Responsible for thenew TIGI Creative web page.DO YOU KNOW? Originally fromHungary, lived in the USA, for 8 years,where he met his wife. Dances… like you’dimagine a Hungarian would dance!

TAkos Bodi

hotographer, shoots main TIGIcollections with Anthony Mascolo.Fantastic retoucher.DO YOU KNOW? Hails from ElSalvador, taught retouching in New Yorkand Paris, reads philosophy.

PRoberto Aguilar

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Nick Irwin

uropean Creative Director,Anthony’s right-hand man.Helps conceive new collections andcreates many of the avant-garde looks.Great team leader.DO YOU KNOW?Loves cooking. Great DJ. Keen skier.

E

We believe TIGI

CREATIVE//colour

Colour with StyleThe Launch of TIGI Colour

TIGI Colour with P.Technology, launched inthe UK following itshighly successful launchin the USA where saleshave already topped $10M

in just 5 months.Want to know what P. means?It actually stands for :- ‘penetration delayedoxidation technology’.However, we also think it stands for -‘precision, performance and perfection’.Creatively, TIGI Colour completes the totalimage that Anthony Mascolo and the TIGICreative Team have developed for the brand.It also represents a fantastic businesspackage and educationally adds an extradimension to the cutting courses.TIGI Colour brings a new approach tocommunicating the colour message tohairdressers and their clients. In the last4 years, TIGI has established itself asa foremost professional retail company,occupying the number 3 position in theprofessional market.TIGI Colour has great marketing support anda fantastic image. Promotions and images areall designed with client appeal, with AnthonyMascolo’s creative ‘eye’ giving the looks ahigh fashion ‘edge’. “Anthony has alwaysbelieved in the importance of colour andwe see colour as an accessory to fashion”,says Sarah Brookes, TIGI EuropeanTechnical Director. “Colour gives a cutdefinition, and also adds intensity.Our International Technical Team and theCutting Team have worked together sinceAnthony formed the TIGI InternationalCreative Team 5 years ago and we work on allthe shows and collections.We’re incredibly excited to launch our owncolour line.” Anthony came up with thestrap-line: ‘Colour with Style’, becausethat is how he sees it: colour and cut workingwith absolute synergy.As Anthony says “Our vision is one greatbrand. The new imagery to promote TIGIColour links with the haircuts and the newcollection really shows and inspiration colourhas given us.”“TIGI Colour blends together fashion andtechnology”, adds Sarah. “Our technologyhas new advancements in application andprocessing, resulting in comfort for the clientand beautiful colour tones with wide appeal.”

within the collection; TIGI colour Activators:formulated with Aloe Vera and Nettle andavailable in 4 volumes for lift and no-liftoptions; and TIGI Colour True Light:a technologically advanced fast-actinglightener for ‘no-limit’ application.TIGI has a strong technical educationprogramme, both regionally and at the TIGICreative Academy. The focus is on classicsalon work and fashionable ideas.Colour is now included in cutting coursesas well as a specific introductory two dayTIGI Colour Course.“The field team is working regionally with1-1 training and at the TIGI Colour Tourhairdressers have the opportunity to learnmore about this exciting range. TIGI colourgives amazing results yet is easy to use.”With a great image and outstandingeducational support, the brand makes goodbusiness sense.

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If you’re wondering how TIGI are competingwith other colour companies, then it’simportant to understand that the TIGItechnical team have been working for 4years on the project with responsibilityfor the testing and development and a100% hands-on approach. “It’s a highlycompetitive market, so it’s necessary to doyour research”, says Simon Ostler, TIGI’sMD. “The TIGI Colour range is compact andall the shades can be intermixed. Inbusiness terms, this is important as itmeans salon owners don’t have to befinancially tied and won’t end up with a stockof colours they don’t want”.Bigger tube sizes than most of the productmanufacturers use: (65ml) and economicalmixing ratios are also good for business.The TIGI Colour range includes: TIGI ColourCreative: 36 permanent colours that aretrue tones and can be easily inter-mixed;TIGI Colour Radiant Gloss: a semi / demicolour collection of 16 true-to-tone shadesplus 1 clear; TIGI Colour Ultra Lift with7 high-lift shades for both clear blondes andrich brunettes; TIGI Colour Mix Master: 7intense mixers that ‘kick up’ any colour from

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Colour is the future

UDRBAN

Style is very personal. What one person sees and interprets, another views in a totally different format and in our complexglobal society, people generally form ‘2 tribes’ - those following distinctive looks and trends and those who go off on a separateimaginative journey, creating a ‘look’ that is totally individual.

For their 2008 Fashion Forecast, Urban Detailing Collection the TIGI International Creative Team pushes the boundaries and sequencing of their work, resulting in a reflection and refraction of ideas and bringing about a new understanding of what is visually acceptable. The key to these styles is the focal point - either created with cutting techniques or with colour. Whilst the 70’s give a glam, youthful, retro-feeling to theoverall shape. Nick Irwin, TIGI European Creative Director says: “To stand out from the crowd requires strength and imagination. It is a strong figure whose style is separated from the dullness of mass production by the use of the colour and who chooses astrong, unique cut. “A unique, style allows the individual to create differing sensations,brought about by the emission of their personal choice reflecting their own style.

Visually vivid and powerfully shaped

ETAILING

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CREATIVE//style

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Hair by the TIGI International Creative TeamColour by TIGI ColourPhotography by Anthony Mascolo, Roberto Aguilar & Ben CookMake-up by Pat Mascolo & Amy BarringtonFashion Styling by Jiv D

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Colour with Style

Expect the

“Education is always very close to my heart. For the launch of TIGI Colour we focused oncreating a strong educational programme so that salons can be sure their technicians aretrained to use the range. Our field team has undergone an intensive training period withour technical directors both in the UK and USA, and now, as well as a regional trainingprogramme, colour education is a feature in our creative courses at the London TIGI Creative Academy.”

Anthony MascoloTIGI International Creative Director

“I think some people thought we had created a minimal range of fashion colours,but this is entirely wrong. The potential with TIGI Colour is vast. You can createhigh fashion slices, classic highlights and lowlights, and all-over colours - thereare absolutely no limitations. TIGI Colour has limitless permutations.”

Sarah BrookesTIGI European Technical Director

“We were thrilled to be the first UK salon to get TIGI Colour. We have 9 dedicated colourtechnicians and a very busy technical department, so it was amazing to work with thenew range. The results have been great. Our colourists are truly inspired by TIGI Colour.They’ve found the colours easy to work with and our delighted clients definitely provesAnthony Mascolo’s phrase that ‘colour with style’ is all about creating the total image.”

Simon Cawthorne, Cawthorne & Wright, Leicester

“Launching TIGI Colour has been an exciting challenge. Colour is a competitivebusiness. We’ve launched into a market that has been flat for some time and in atime of economic uncertainty, but everything we offer is positive for the salonowner and the technician. From the products, to the education, and the market-ing support, this year’s TIGI Colour launch is powerful.”

Simon Ostler, MD of TIGI’s European Operations

For information on TIGI Colour call 0844 844 0944 or visit www.tigi.co.uk

une xpected

Can you categorise your colourclients?

CREATIVE//colour

“Street Colour is the ultimate cool and ofcourse, we technicians always love the chanceto be experimental. But don’t worry if yourclients aren’t all fashion students, nowadaysthere are a lot of people who love making a personal statement and a little bit of fun withcolour can brighten up the dullest of lives!” Here colour choice can go mad! Keep up withnew colour techniques to push your own creativity, use contrasting tones and go for the‘absolute brights’. This is about using fast, effective colours to add real strength and give the sharpest of cuts a true ‘edge’.When we think of a person who will embrace the whole concept of ‘Street Colour’, we automatically think of an urban-type, an individual who likes to stand out in the crowd, an original thinker. There’s also an artistic type who will love these ideas, and there’s acertain intellectualism about being an individual too, so don’t just imagine the 20-something fashion student will be up forStreet Colour, you’ll find there are a lot of other people out there, who are longing to turn heads!

Street

“There’s a certain sort of person who falls into the‘Glamour’ category. This is a more alluring andless innocent looking than Classic Colour,” saysSarah. “Glamour Colour is more provocative, it’ssexy in a very different way and must be striking.”Glamour Colour techniques work well both on curl and hair with a lot of movement, and can also add a luxurious quality to one length hair. In other words, Glamour Colour techniques aredesigned for hair that needs depth and rich tones.Colour choice is important: warm tones add anextra dimension to the style, working seamlesslywith the cut. To achieve these results panels ofcolour in complementary tones are applied, to enhance the texture and to define the health andrichness of the hair.The client who is going to fall in love with thesecolour concepts is probably a sophisticated, powerful woman, a perfectionist with a ‘smouldering’, striking beauty.(Or someone who would like to have these attributes, because, let’s face it, we can’t all looklike Jennifer Lopez, can we!)

Glamour

“Let’s be honest”, says Sarah, “A lot of your dailywork is going to fall into this category. Classic isn’t about being boring, or not-takingrisks, it’s about making your hair look naturallybeautiful and this concept appeals to people atboth ends of your client spectrum.”Classic hair is smooth and shiny, typically a onelength cut, long straight hair or long or mid-lengthgraduated looks. Colours need to be reflective and the classic techniques are typically: full andpartial highlights or an all-over colour technique.The looks that Classic Colours create are chic and effortlessly beautiful. Think of the kind of person who has refinement and a natural beauty,ageless and feminine - the eponymous ‘EnglishRose’, a ‘yummy mummy’ in cashmere and designer jeans or a sleek New Yorker who summers in ‘The Hamptons’ - have you’ve got the picture?

Classic

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what could be achieved with this new colour range, using the‘identi-kit’ idea of ‘classic’, ‘glamour’ and ‘street’. “We’ve designed our colour to work for every colour client whetherthey’re teens taking their first experimental steps with colour or glamorous grannies determined to hide their grey,” says Sarah. “Nowadays it’s OK for anyone to ‘push their image’ and colour is agreat method of self-expression.” So, for those of you who were unlucky enough not to attend the launch, here Sarah explains exactlyhow you can use this concept to give consultations, design colour techniques and make your work clear and easy. (Because ‘clear andeasy’ are two things that Sarah wanted to achieve when she helped design the range. TIGI Colour has been created for the busy technician who wants great results and effortless work.)

At TIGI there is always a lot of talk about the ‘total concept’, hairbeing very much an accessory to fashion and to personal image.With the launch of TIGI Colour the TIGI Creative Team soon realised that when they described their looks, they were talking about 3 distinct groups of people, defined as: Classic, Glamour and Street. When it comes to working ‘colour with style’ this definition becomes more pertinent. Sarah Brookes, EuropeanTechnical Director, realised this was a very clear way to describe colour ideas and techniques, making for easy clarification for the technician, the hairdresser and the client. In March, when TIGI launched TIGI Colour to the UK market at the Euro-Release, one of the things that the hairdressing audience and the UKtrade press appreciated, was the easy explanation and breakdown of

ClassicGlamour

Street

Are your clients glamorous high-spending divas; conservative, middle-class stay-at-home mums; or

hard-partying, cash-stretched students? We’ve found, putting your clients into ‘categories’ can give

you a great visual picture when it comes to creating creative colour.

MEN ONLYIn recent years, there has been a huge growth in the men’s hairdressing market. Men are increasingly interested in their appearance and image. The many options for hairstyles for both casual and business styles have developed as the modern man demands choice and good customer service from his hairdresser. In general the contemporary male wants to have a low-maintenance look, but that doesn’t mean that he is afraid to use styling and finishing products. On the contrary, men are becoming more experimental with their appearance and more demanding.

Recognising the needs of the contemporary male, TIGI launch BED HEAD FOR MEN this spring. This compact product range provides the modern man everything he could desire for his daily grooming from maximum fullness, to a great texture and healthy hair - allachieved with a minimum of fuss. To launch Bed Head for Men, the TIGI Creative Team have created 5 hairstyles for today’s men’s market.The edgy looks offer diversity and can be adapted to appeal to a wide age range and personal image.

CREATIVE//products

Hair by Anthony Mascolo, Nick Irwin, Akos Bodi & Alan HoggPhotography by Anthony Mascolo, Roberto Aguilar & Ben CookFashion Styling by Jiv D

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THE RANGEClean up Daily Shampoo (£6.95) cleanses, refreshes, soothes and stimulates the scalp with Sunflower Extract to give UV protection.Clean Up Daily Conditioner (£7.25) creates texture and separation without those dreaded flaky bits and has a whole heap of ingredients to improve condition, repair damage and create softness… guaranteed to get the girls running their fingers throughthose locks!Pure Texture Molding Paste (£7.95) is a fab fusion of cream-to-paste giving control, separation and texture with a matte finish thathas lots of hunky-male appeal.

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SOLD IN PROFESSIONAL SALONSFOR YOUR NEAREST STOCKIST CALL:

0844 844 0944 OR VISIT WWW.TIGI.CO.UK

HAIR BY: ANTHONY MASCOLO, NICK IRWIN, ALLAN HOGG AND AKOS BODIPHOTOGRAPHY: ANTHONY MASCOLO, ROBERTO AGUILAR AND BEN COOK

STYLING: JIV D24

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MEN PHOTO SHOOT

Not so long ago, the internet (and computers too,)were a mystery to many hairdressers. (Let’s not be segregational here, though, itwasn’t just hairdressers who balked at the thought of ‘surfing the net’, or even worse,making appointments, keeping accountsand emailing clients… many other businesspeople, and the public in general, felt the same.) But now, we happily buy on E-bay, download music from i-tunes, book holidays, restaurants and cinema ticketsand connect to each other via Facebook, Myspace and Beebo.

The internet is a great way to market your business. A good client database to which you can email promotions, offers and information is an instant and free way to gain advertising and PR. You can send reminders, communicate ideas and refresh your clients with the services that you offer. TIGI’s own website has been under-going an over-haul and is useful to log onto if you need information on products, promotions, courses, events and education. If you click on ‘Drive A’ you’ll also be able to listen toBruno Jnr’s rock band. (For those of you who do not know, Bruno Jnris the 15 year old son of TIGI CEO, Bruno Mascolo. Based in LA, his band, Drive A, are working with some great music producers and are getting hot reviews from the American music industry.)

www.tigihaircare.com

WWW.TIGIHAIRCARE.COM

CREATIVE//innovation

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creative newsYou may not know that Akos Bodi, TIGI European Education Director, has another‘string to his bow’. He’s a techno-expert and histrue expertise has really begun to shine with thecreation of Creative News on TIGI’s website,www.tigi.co.uk

Since he arrived in the UK to work with Anthony, Akos has alwaysspent any spare minutes with his head bent deep into his Apple-Maclaptop, and at shows and events he’s often spotted filming on his mobile phone, taking photos and doing interviews - just for his ownpleasure.

Anthony, talented in so many areas, has been always left the intricacies of projecting information via the internet to the experts,but he is very in-tune with technology and can also spot an opportunity as well as raw talent. So you may have already

guessed where Akos found himself going next - Anthony, inspired by Akos’s personal, filmed-diary, saw that a web-based news page wasan amazing way of keeping in touch with members of the TIGI International Creative Team, who are located in every far-flung corner of the world, from the UK to Australia, Puerto Rico to Brazil,all over Europe including bases in Italy, Germany, France and ofcourse also the USA.

TIGI Creative News was born and in the three months since it hasbeen ‘up and running’, Akos has updated the information on an almost weekly basis, not only proving his own commitment to the project, but also showing the huge amount of material that is generated by the TIGI Creative Team.

So why not become a regular! You’ll see interviews with Anthony and other Team members, you’ll get ideas, information and visual excitement - all designed to push your creativity.

tools of the tradeEverything we use at TIGI has been made because the Teamneeded a tool to create a look. So they’re tried and tested to makesure they do the job. Nick Irwin, TIGI European Creative Director,works closely with Anthony on the development of all TIGIcollections, shows and educational programmes. Here he tells uswhat his must-haves are from Hardcore.

HARDCORE BRUSHES The Hardcore round brushes aregreat for blowdrying hair. I probably use the medium one themost, but wouldn’t like to be without all the sizes. When I’mworking on couture, show hair, thenthe Hardcore Cushion Brush is amust. It stops the hair tugging, (andthe models moaning.)

HARDCORE 1600WATTHAIRDRYER really speeds upthe drying process. It’s light to holdand its 3-heat, 2-speed settingsmake styling hair easy. I also find the 2 styling nozzlesuseful, especially when I’m working on shows and need different effects.

HARDCORE CURL STICK This makes the tiresome process ofcurling hair super easy. The ceramic plated stick, createscurls in seconds and its heat resistant tip is especially designedto prevent burning your fingers.(And we’ve all done that haven’twe!) You just wrap a section aroundthe stick, wait a few seconds andhey presto you’ve got a curl. It’s agreat tool for salon work - perfect for bridal up-do’s - but also easy for clients to use at home. I alwayshave the Hardcore Curl Stick in mysession bag.

CREATIVE//innovation

HARDCORE COMBS OK what’s so special about a comb?Well I find the small one, reallygood for sectioning short hair andit’s also an effective detangler. I’mnever without my Hardcore tail-comb, it’s vital for getting thehair right for photo shoots and forthe avant-garde styles I do forshows. It’s got this carbon-fibre additive too, which is brilliant forstatic hair. Then the Hardcore handcomb is useful for combing out hair.It’s a great detangler - and after ashow, it’s crucial.

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TIGI have become one of the top goal scorersamongst the professional haircare retailbrands - (Market research has shown 78% ofthe British public recognise the brand!)

With great management, TIGI has moved upthe league table to join the ‘premier division’as one of the big players in the world of professional haircare.

TIGI is a family-owned business and brothers Bruno, Guy and Anthony Mascolo, retain a strong ‘hands-on’ approach, still thecaptains and ‘centre-forwards’ of their team, backed by strong players who help create TIGI’s success.Much of TIGI’s success comes from its amazing image. The 3 keybrands have a look more akin to a fashion brand than hair productsand marketing has focused on building a name with the general public, mainly through consumer advertising, and also through eventssuch as music festivals. Anthony’s master-plan is to encourage both clients and the passer-byto ‘demand’ TIGI products from salons and also to inspire hairdressers to ensure their clients leave the salon with the right products for their hair. With a fascination for merchandising, Anthony has encouraged his

team to research new ideas. Lighting, space and display are allstudied and refined to maximise the visual power of the products. When you have someone as creative as Anthony leading TIGI, a strongsupport team is needed to put his visionary ideas into practice. The‘forwards’ (the TIGI International Creative Team) are the ones youmainly read about in the hairdressing press, but it’s the ‘mid-fielders’and the ‘backs’ - based in the Head Office in West London, and ‘inthe field’, who push the brand and help salons with retailing, salesand product knowledge.

Simon Ostler, Managing Director of European Operationsfocuses on profits, and understands the needs of the salon owner. ‘We are customer-driven’ he says. “TIGI believe and encourage multi-line retailing as the way forward. One of our goals is to encourage and help salons make their product displays as eye-catching as possible.’ He believes people purchase more readily whengiven choice; attracted by comprehensive product displays, (ratherthan a couple of strategically placed bottles.) This is logical - it’s aconcept supermarkets and department stores always apply.‘We know people are ‘looking for’ the TIGI brands,’ Simon says. ‘Now,TIGI’s challenge to the salon owner is: If you don’t stock TIGI brandsyou can’t sell to people who come off the street to buy from you!’ With the launch of TIGI Colour, TIGI have thrown a ‘ball’ to salonsacross the UK. Colour is a highly competitive market and TIGI havebacked the launch with promotions, advertising, PR and a strong educational plan. all designed to introduce the product to techniciansand salon owners.

CREATIVE//innovation

... The success of TIGI Colour is definitely the goal for 2008.

TIGI join thepremier league

CREATIVE//business

SIMON OSTLER, TIGI Managing Director, feels strongly

that retailing should never be ignored: “A salon that does not

understand the importance and value of successful retailing, is

blind to the possibilities that it can give both to customer service

and of course to the bottom line - profits”, he says. Here we ask

Simon a few key questions to better understand how TIGI

approach the retail market.

therapy Retail

:How do TIGI help salons makeretailing work?

SIMON:With the advice we offer, we take avery rounded approach covering all areas ofa salon’s needs. It is key that salon ownersand their staff have good information, great support and fantastic education. TIGI believe training is key to successful retailing, (as it is to every other area of running a successful hairdressing salon.) OurAccount Managers are all trained to give salons initial advice on merchandising and product placement and will give help and information on stock levels and ordering. We also have a strong regional retailtraining programme, designed especially forhairdressers who sell and use TIGI. This includes product knowledge, the usage of theindividual products and the more creativeand experimental usage of products, (cocktailing.) Training includes workshop periods so that the knowledge is learnt

via a hands-on experience. We also havemore advanced training programmes thatfocus on developing a retail manager within the salons. A retail manager is a great bonus as they can lead and inspire thesalon team and develop their individual retailing skills. Importantly we also send out members of Anthony Mascolo’s TIGI International Creative Team to take seminars and training sessions within individual salons. The team are inspirationaland can motivate staff to both use the products to create great hairstyles on theirclients and also give them the confidenceto advise on appropriate products to maintain hairstyles. Lastly with a leader like Anthony Mascolo, we can be sure that our image is amazing and we constantly develop promotions that link our consumer advertising, back to the salon and theirclients.Q: How important is the appearance

Q

of a retail display?SIMON: We believe that merchandising isvital to the success of retailing and we have really focused on getting it right. Each year we invest more money on consumer advertising with the aim of encouraging thepublic into salons to buy our products. Butpassers-by, (especially magazine readers,)won’t come into your salon if they can’t see aretail display from the street. If brightly litproduct displays are visible from outside thesalon, it creates a positive feeling towards retailing and this can greatly increase retailpotential. I don’t know how many times I’vesaid: ‘Hairdressing salons are not in the business of selling sofas - so why make thema window display!’ Within the salon it is important that the product stands are clean,visible and significant enough to draw the attention of the client.Q: Should the retail area always be atthe front of a salon?SIMON: No one’s going to buy products they can’t see and pick up. You have to remember they are there to make you a profit,not to make your salon look pretty. If you’vegot window frontage then do use it, and ensure it works from inside and outside thesalon - go across the road and see what yourwindow looks like from that angle. It’s oftenpossible to move a reception area further into a salon without losing important workingpositions and in that way, anyone coming intothe salon gets the feeling that they are walking through a shop - which will put themin the mood for shopping. Some salons mayworry about losing their ‘designer edge’ bydoing this, but remember it’s the total experience a client gets from your salon thatmakes it amazing and that means the ambience, the customer service and ofcourse, what their hair looks like when theyleave. A great retail area should add to, notdetract from, the ambience you create. Infact, go into any designer shop and you willsee that often, nearest the door are thesmaller things to buy - the perfumes, keyrings, purses, wallets, belts - because that’swhat most people can afford, whilst aspiringto the more expensive merchandise of that particular designer. Q: What about lighting?SIMON: Bright lighting is an important aspect when selling. Look how other brandssell - from designer clothes, to food,

make-up and jewellry-light draws the eye tothe merchandise. Our retail concept was inspired by Anthony Mascolo and was partlyinfluenced by the ‘duty free’ areas of international airports. Anthony spends a lotof his time travelling between the USA andUK and he was fascinated by the ‘draw’ of thelighting of the ‘duty free areas’. These placesalways rely on bright white light to encourage sales. TIGI feel that it is a simpleand effective solution to productive retailing.Q: How about cleanliness?SIMON: To attract your clients to buyproducts means you have to focus on makingthe display as attractive and clean as possible. Unfortunately hairdressing salonscreate a lot of dust and admittedly hair products (together with little hairs) play theirpart in its creation, but we believe that cleanliness is crucial. Obviously no onewants to buy a product that is on a messy,dusty shelf. A damp cloth and lots of soapywater is the only option I’m afraid.

Q: And what about labels?SIMON: Labels should give informationclearly plus, ‘shelf talkers’ and promotionsshould be used to draw the eye of the clientto your display. In an ideal world, the retailstand should be selling the products for youQ: How much space should be dedicatedto the retail area?SIMON: Successful retailing can greatly enhance profitability. Salons that have dedicated significant space to retailing proveover and over again that a retail focus is effective. If you can get the shop next door,so doubling your space - and turn it into aretail area - I think you’re onto a winner.Q: Should prices be displayed?SIMON: It’s really annoying when you arethinking of buying something and you can’tfind its price. You need to have either a list at the side ofthe stand or pricing on the shelf talkers, andit should clearly inform the purchaser of the cost.

Q: And your last word?SIMON: TIGI’s vision is to help salons grow.We are a company built by hairdressers for hairdressers. (Do you know that even I started out my working career as a hairdresser!) It’s our first hand experiencesthat give us a good understanding of what asalon owner needs - both to grow a successfulteam and enjoy success.

‘Shelf talkers’ and promotions

should be used to draw the eye

of the client to your display

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Our vision is to help salons

grow. We are a company built

by hairdressers for hairdressers.

RETAIL WINNER OF THE YEAR

Linda Evans, Editor of TIGI Creative talks toRetail Winner of the year, Paul Shakeshaft.

Paul Shakeshaft, aka ‘Shaky’ of Yazz NumberOne Hair Studio in Leeds, is a man on a mission!‘Enthusiastic’ is a word that immediatelycomes to mind when trying to describe him, as does ‘focused’ (… and the Team at TIGIwould probably add: ‘In the nicest possibleway, slightly ‘mad’!”)

Paul Shakeshaft

I first met Shaky almost 4 years ago when he attended a PR and Marketing Course that I ran for salon owners. Paul surprised me onmany levels - he was running a successful business, giving his manager a company car, making a profit, growing his clientele - andmanaging to do all this without the use of a computer. Happily, my advice that the purchase of a computer would not only help him manage staff and provide a client database, but also pave the way forunlimited promotions and communication via email did not fall ondeaf ears. Paul now has an active website: www.yazzhair.com and has a successful marketing and promotion calendar that has seen his business grow and profits increase. Without a doubt, thanks to hisdedication to his business, Paul has a great team, who are both fiercelyloyal and also have the same driven enthusiasm as their ‘boss’. He invests heavily in their education and training and when one of hisyoung stylists comes down to London for a training session, he’ll oftenaccompany them, to ensure they get the most out of their experience(and don’t get lost.) Jemma Leach, a member of TIGI’s InspirationalYouth 2007 Team, typifies the ethos of the team at Yazz. She showedconcentration, determination and a vision to succeed and certainlyshone out amongst her contempories, appearing on stage at Salon Livewith tremendous style and confidence.

CREATIVE//business

LINDA: How long have you been inhairdressing and in your own business? SHAKY: I have been in hairdressing 22years and opened my first salon 12 years ago.LINDA: Did you always have this drivenambition or was there a point when youchanged from being a hairdresser to avisionary business man? SHAKY: I have always been a creative selfstarter and I am always trying to raise the barin setting goals for myself and my team atYazz Number One Hair Studio.I really enjoy the sales marketing and staffdevelopment side of the business and am always stretching myself with challenging objectives. LINDA: Have you got a special formulafor successful retailing? SHAKY: ‘Excellent Customer Service’ is akey priority for us. That means giving the correct expert advice to our customers, a factor we believe is vital to business building,plus ongoing Staff Training is absolutely crucial to dovetail this.When it comes to the actual products, I thinkmerchandising is key to successful retailing.We have a TIGI dedicated retail area in thesalon and ensure all retail areas are correctlymerchandised, spotlessly clean and the products are easily accessible for our customers to try.LINDA: So what’s your philosophy forbuilding a great team?SHAKY: Communication is the main driver to building a Team. I believe in remaining close to my team, setting them individual objectives that are slightly challenging and acknowledging good performance. This is particularly important.I set an annual incentive for a trip to Barbados for my Employee Of The Year andRetail Sales Person of the Year and I also setincentives on a monthly basis.Building a loyal team creates great team!LINDA: And have you already developeda strong for vision for Yazz over thenext 5 years?SHAKY: Absolutely! I want to create an environment for outstanding creativity inhairdressing and retail, coupled with excellent customer service. I want Yazz Number One Hair Studio to be everyone’snumber one salon destination of choice.

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When it comes to retailing, Shaky has taken on board everything thatTIGI has advised and has made his retail area totally work for him.With a goal to get the local population truly aware that he sells TIGIproducts, he has even branded cars with TIGI logos and imagery. Youcan’t get much stronger advertising presence than that.

So what makes Paul a winner and what’s hispoint of difference? Here Paul gives you an insight into his amazing success story.

And I want to ensure I continue to provide each team member with a clear career path so theycan develop as individuals as well as a member of the team.And my last vision for the next 5 years is to invest heavily in my team’s education. (For thirdyear running, a team member is on Inspirational Youth.) By encouraging the team to alwaysthink outside of the box I believe they will be the best!LINDA: Lastly, what advice would you give to salons wanting to grow their retail business?SHAKY: Firstly believe in selling! A ‘can do’ attitude is required by all of your team.Always ensure staff are fully trained, and recognise and acknowledge good retail performance. Staff Incentives are critical for a salon to achieve its retail objectives coupled witha clean retail area which features product hotspots and fantastic displays of the latest ‘musthave’ TIGI products. And my last bit of advice is to make sure you work with a brand you ‘believe in’. I really believe in TIGI and that is fundalmental to our retail success.

With thanks to Paul Shaeshaft of Yazz Number One Hair Studio, TIGI 2008, Retail of the Year Salon.

PAULS CARThe ultimate moving advertisement for Yazz & TIGI

IS A KEY PRIORITY

excellent customer service �

�

Profitability

FROM PROMOTIONS

is positive! PR & Brand Awareness, Alex Bickers, has, over the last 12months, designed a series of in-salon promotions. These sometimes link to magazine promotions and advertorials, but have the simple objective to attract the purchaser and increase sales. The promotions have crossed and covered all brands and have been effective in introducing clients to both Bed Head Cosmetics and Bodyas well as inviting them to try a variety of products.Attractive, inviting, eye-catching and good-value-for-money, in-salonpromotions are a method that TIGI will continue to use to enticeclients and ease the retail pressure.

CREATIVE//marketing

For the last 4 years TIGI have focused strongly on marketing objectives directly to the general public in order to build the TIGIbrand and achieve a high public profile and recognition. The ‘How ToGet the Look’ campaign was especially effective in capturing the magazine reader’s imagination and led to increased retail sales -both from clients within salons and from the important ‘passing trade’.With the brand-name established, consumer advertising continues over a wide breadth of media covering different age and stylegroups, but aiming at the fashionable and beauty-focused individual.To further the retail opportunities of salons, Head Of International

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Globally, TIGI is led by Bruno, Anthony and Guy Mascolo; 3 highly

creative original-thinkers who have developed the inspiring ranges

that TIGI encompasses, (with just a little bit of help from an

amazingly creative team of people on both sides of the Atlantic.)

Here we give you a quick definition of the brands: Bed Head, Catwalk and S-Factor. These 3exciting product ranges offer salons tremendous choice and also give clients the opportunityto choose products that suit not only their hair, but their image, lifestyle, aspirations and personal preferences.

BED HEAD When BED HEAD was launched, within months,it was linked with contemporary ‘youth culture’.Bed Head products were designed for those people who want a quick result when styling theirhair. (More time in bed, less on getting ready.)The ‘in your face’ bright colours, often withprovocative names and fascinating packaging, certainly attract the young (and young spirited.)Youthful hairstyles often rely heavily on separation and are multi-textured, or mega-straight, with strong shapes and an ‘edgy’ style - the products within the Bed Headrange are designed to specifically create theselooks. But let’s get one thing straight, you don’thave to be 18 to wear this sort of look. There aremany people, (men and women), well into ‘middleyouth’, who are still looking for directional hairstyles. So if you see an ‘older’ client hoveringby the Bed Head display, don’t neglect them! Remember, when it comes to retailing, it’s abouthair and finish and making your client look great.

S-FACTORWith the S-FACTOR range we are targeting a luxury market. The products have an intense, richness to them and are created to smooth andshine, straighten and control. The range is for seriously sexy, sultry hair. Let’s face it, there are a lot of women out there who aspire to this kind oflook. We imagine these products appealing to thewomen who takes her beauty routine seriously. It’s more about looking amazing than having thestyle of the moment. S-Factor is for the woman who cares what she looks like, in a naturally beautiful kind of way, enhancing her natural attributes. So she wants, products that really work to create effortlessly beautiful hair. (We think the S-Factor woman is a bit likeGwyneth Paltrow, Kate Hudson or Jennifer Anniston.)

CATWALK is, of course, inspired by high fashion. These products will appeal to the ‘it-girl’, a high-maintenance woman who likes volume, curl, and movement. (Someone who perhaps aspires to be Catherine Zeta-Jones orCat Deeley.) Catwalk products are designed forpeople who like to spend a bit of time styling theirhair, or aspire to having someone available to constantly do it for them. Encapsulating all that is alluring, products in the Catwalk range wereconceived to create the kind of ‘couture hair’ thatwould look good on any ‘red carpet’. (Rememberthough, you don’t have to live in LA to get thiskind of look. There are women in Bolton, Bradford and Bournemouth who are ‘it-girls’ atheart.) So what does this exclusive ‘A’ listcelebrity, expect from her hair - and the productsshe uses? The answer is the absolute perfect finish - ultimate condition, volume, shine andstyle support.

seriously sexy, sultry hair

strong shapes and an edgy style

the it-girl look

So, when advising clients, obviously themost important consideration is their particular hairstyle, but when you giving aconsultation, think about their lifestyle, theirself-perception, the time they like to spendon their hair and their image. Your advice is very valid. People who choose to buy products from a professional hairdresser arelooking for your professional help becausetheir hair is important. Make sure your staffunderstand the ranges and the individualproducts. If you need help, talk to us aboutattending one of our regional retail coursesor having a product knowledge seminar inyour salon.

products to suityour image and

lifestyle

�

�

CREATIVE//brands

��

�

�

�

�36 37

CREATIVE//cleansing

your profits TIGI products are sold by professional hairdressers

It is always worth remembering that the hair products that are sold from supermarkets are usually brands owned by the major manufacturers of soaps, household cleansers,washing powders etc, (even though they maywell be branded under the name of a so-called 'celebrity hairdresser’.) These products have been made to a formula, designed to be good (enough) and are soldwith the backing of big advertising campaigns. The result: millions of units aresold and many more millions of pounds areconsequently earned. Hairdressing salonsneed to embrace this area of potential profitand focus on retailing shampoos and conditioners to their clients. Phil says: “Inour opinion, TIGI is not a 'celebrity', but is definitely a 'designer'. By that we mean that it is created by a group of people who personally choose what they want to createand what results they want to achieve. You

“Nowadays, many salonshave come to realise that retailing is a positive andhealthy way to increaseprofits. However, all toooften stylists focus on

recommending and retailing the styling andfinishing products that they are personallyusing on their clients,” so says, Phil Collins,TIGI European Education Manager.

“The assistants - who are the ones that use theshampoos and conditioners - often don’t havethe necessary training, confidence or experience to sell and so clients tend to buy shampoos and conditioners from otherplaces. Meanwhile the salon dips out on a sale from the most used and purchased hair products. It is also a known fact that manyconsumers buy into a new brand via the purchase of a shampoo and conditioner.”

can compare this to buying an item ofclothing made in a sweat-shop in China orfrom an 'atelier' in Paris!” TIGI products -shampoos, conditioners (as well as stylingand finishing products) are the result of thevision, experimentation, testing and 'touch' ofthe TIGI International Creative Team.TIGI products are sold by professional hairdressers who have been trained to understand what each product does and cantherefore recommend the absolute perfectproduct for their individual client. “Gettingthe perfect product for your hair makes yourhairdresser your 'couturier'.

From the buying experience to the result -that is something you will never get from asupermarket purchase, so our advice to allhairdressers is focus on your entire retailrange when talking to your clients, not justthe products you like to use.”

who have been trained to understand what each product does and can therefore

recommend the absolute perfect product for their individual client.

38 39

don’twashaway

CREATIVE//cleansing

Have you ever considered this: many of your clients wash their hair every day. A lot of clients will washtheir hair every 2 or 3 days and a few may only wash their hair every 5 to 7 days. That is a lot of shampoo and conditioner!

BRUNETTE GODDESSSHAMPOO £9.10 CONDITIONER £10.20Daily shampoo for all hair typesGreat for coloured and natural hairEnhances shine & minimises breakage

DUMB BLONDESHAMPOO £9.10 RECONSRUCTOR £15.30Great for BlondesUV filtersIntensive conditioner & treatment

CONTROL FREAKSHAMPOO £8.10 CONDITIONER £9.20For naturally dry, unmanageable hairAnti-frizz & anti-staticAnti-humidity & moisturising

MOISTURE MANIACSHAMPOO £8.10 CONDITIONER £9.20Good for daily useLight moisturiserRepairs & conditions normal to oily hair

SELF ABSORBEDSHAMPOO £8.10 CONDITIONER £9.20Daily use for normal and fine hairNo protein means ok for extensionsEnriches with a cocktail of vitamins

SUPERSTAR SHAMPOO £8.50 CONDITIONER £9.90Sulphate-free cleansingGreat for coloured hairAnti-frizz, anti-static, detangling conditioner

Here’s a guide to some of TIGI’s shampoo and conditioners with just a few of their features and benefits.

the part of the stylist, can you see that your profit per client couldquickly rise by an absolute minimum of £100 per year. Now multiply that by all your regular clients and you’ve easily paid for yournext holiday!TIGI shampoos and conditioners smell great, look amazing and offera great choice, appealing to the individual’s preferences as well asthe needs of their hair. Within the Bed Head, Catwalk and S-Factorranges, your clients can find shampoos and conditioners to make theirhair look great: from protection, colour-care and deep cleansing to volume, control and shine. So don’t wash those profits down theplug-hole, let them bubble up for your benefit.

The average size shampoo and conditioner bottle will contain enough‘product’ for a daily wash over a period of 8 weeks. That means everytime your regular client visits you for a haircut she needs more! In a year, that equates to every regular client purchasing 6 bottles of shampoo and conditioner - from YOU. During that time ‘she’ may also like to try other types of shampoo -perhaps are having a colour or post holiday when ‘her’ hair feels dry. She may occasionally need to have an intensive conditioning treatment or a light, leave-in conditioner to use between washes to refresh her hair - or when restyling.With professional recommendation and a few simple questions on

B FOR MENSHAMPOO £6.95 CONDITIONER £7.25Stimulates & refreshes scalpStrengthens hairDeep cleansing

CURLS ROCKSHAMPOO £7.50 CONDITIONER £9.65Daily use for wavy and curly hairDefines, defrizzes and detanglesFor normal to dry hair.

FASHIONISTASHAMPOO £7.50 CONDITIONER £9.45Controls and protects high fashion coloursDaily cleanserHeat protector

HEADSHOTSHAMPOO £7.80 CONDITIONER £9.45Replenishes & adds shineGreat for all hairNourishing and hydrating

OATMEAL & HONEYSHAMPOO £8.95 CONDITIONER £13.75For all hair typesNourishesGives moisture & shine

SEXED-UPSHAMPOO £7.40 CONDITIONER £9.45For daily useAdds volume & builds bodyRemoves product build-up

THICKENINGSHAMPOO £7.40 CONDITIONER £10.20Daily shampoo for all hair typesGreat for coloured and natural hairEnhances shine & minimises breakage

COLOR SAVVYSHAMPOO £13.30 CONDITIONER £14.30Smoothing and strengtheningUV filtersFor daily use

SMOOTHINGSHAMPOO £13.30 CONDITIONER £14.30Safe for chemically treated hairShine enhancingSeal’s cuticle

40 41

SERIOUS LEAVE-IN CONDITIONER £14.30Adds extreme protein and moisturesPrevents colour fadeGreat for ‘distressed’ hair

CREATIVE//catwalk

glamour

nthony Mascolo and the TIGI INTERNATIONALCREATIVE TEAM were inMiami to shoot their ‘visionof glamour’ for the globalCatwalk campaign.

Encapsulating all that is alluring, Catwalk creates couture hair conceived for the red carpet. So what does an ‘A’ list celebrity expect from her hair - and the products sheuses? The answer is the absolute perfect finish - ultimate condition, volume, shineand style support.The catwalk range is for the empoweredwoman, who wants elegant and desirable hair.“This shoot was like filming a mini-series.”Says Nick Irwin, European Creative Director.“Shooting on location naturally causes interest and with our gorgeous models, theamazing clothes and our entourage, wecaused quite a stir. For us, this collection was about a great image and amazing hair. These looks are easily achieved but give the impression of high maintenance. The importance is preparation. Ensuring thatthe hair is given style support and the right finish.”

Anthony Mascolo and the TIGI InternationalCreative Team are greatly influenced by thetwice-yearly international catwalk shows,whether it is New York fashion week, with its sleek, neutral tones beloved by the likes of Calvin Klein, Donna Karan and Ralph Lauren; the sexy, cleavage exposing, thigh-slashed sexiness of Italians like Gucci,Donna Versace, Dolce & Gabbana andRoberto Cavalli; the frothy, fantastic andoften historically referenced clothes seen inParis at Dior, Gauliter and Chanel or the edgy, street-smart looks seen in London at the likes of Luella, Westwood or new-kids-on-the- block designers, just out of St Martin’s.The Catwalk range was conceived to satisfythe needs of a particular client. This personis undoubtedly fashionable, has colour, likessun protection in her products, believes in blow-drying, craves volume, worries aboutfrizz as well as lanky locks, and wants herhair to look perfect whether that means controlled curls, big hair, high shine, or protecting her expensive colour.

The Catwalk range does all this and more!With its signature, somewhat subtle, bluepackaging/lettering, it stands out from otherTIGI brands and signals: high maintenancehair. So don’t let its subtle approach fool you!Catwalk is powerful, serious and sexy. Catwalk is about the individual’s ‘ultra-ego’:it offers ultra-texture, ultra-hold, ultra-curland ultra-luxury.

The recently launched Headshot HeavenlyShampoo and Conditioner has added a divinedaily cleansing programme to the Catwalkprogramme giving the Catwalk range yet another great product for the creation of toglamorous, personal style.

powerful, serious and sexy�

�

vision of The sun shone, the models sashayed, the papparazzi’s spotlights flashed...

A

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colourBed Head Cosmetics is an essential part of every TIGI image, whether it is a soft, natural sensual look to promote the S-Factor Range, a funky high fashion make-up to promote Bed Head or a ‘mad’ creative concept used for the Couture sections of a TIGI Show. We talk to Bed Head International Cosmetic Director, Pat Mascolo about make-uptrends for 2008.

“ I love colour”, says Pat, “So it’s exciting that colour is being increasingly used by make-upartists for catwalk shows and fashion spreads. From pastels to bright and deep tones, - now isthe time to experiment and Bed Head Cosmetics have a fantastic range of colours, from themost subtle creams and pink tones, to strong purple, blues and greens. The great thing aboutBed Head Cosmetics is that the colour you see in the palette is what you get when you applyit. With many brands, this is something that isn’t true, so it’s a real selling point. And, if youwant the colour to really stand out, then by dipping your brush in water and apply the colourdamp, you get a far deeper tone.

A cream, matte face will set off coloured eyes and lips, but today’s make-up isn’t about the absolute perfect application, contemporary makeup should look slightly un-contrived. Thegeneral rule is: if you use strong colour on the lips, then tone down the rest of your makeupand if you are using strong eye colours, then keep the skin colour soft with a touch of rose orpeach on the cheeks - the last thing anyone wants is a garish clown look.

Candy colours for day make for a really fresh look and go well with the 70’s and 30’s influences in fashion. There is a flurry of floral patterned dresses coming into the shops forSpring and Summer, it’s a look that Kate Moss showed last year and one that many international designers picked up on for 2008 - and pastel tones will really make this girly lookwork for you. For night, go for deeper tones - reddish-browns, purple and plums are goodchoices and will look good with bright pink-one of the hot colours for this summer - or gometallic, with silvery greys that can be used to create the 08 take on the ‘smoky eye’.”

I LOVE

Make-up is about fun, beingexperimental and creative.says Pat.

CREATIVE//cosmetics

�

�

�

�44 45

CAT EYES One new trend that many trend spotters havepicked up from the catwalks is the “cat eyes”look. This is created by lining the entire eye with a darkish pencil, (you could use black, darkbrown, or grey or go for a purple of dark green fora slightly different effect.) The line is extendedupwards, just beyond the outer corner of the eye,to give a look that's very sultry. Individual false lashes or short strips - appliedjust to the outer corner of the eye, can exaggerate this effect even further.

SUPER DARK RED LIPSLip liner has been in ‘fashion-no man’s land’ for a while, but with strong lips a real trend for2008, get your pencils sharpened, because you’regoing to need them. It’s a Hollywood perennialand no better illustrated than by Dita Von Teese, - and it’s a real hot, high-glamour look. The contemporary lip-line should be drawn in little lines and slightly smudged and always thesame colour as your lipstick. This is about giving strength to a look and stopping the colour ‘bleeding’. Don’t make the lip-liner itself be the thing people notice.Red can be anything from an orangey tone,through to brick red and bluey-purpley reds. You may need to experiment a bit to find the tone that will be right for you. And that’s wherethe Bed Head Cosmetic consultant can help - in determining the right tone and application techniques.

“The Bed Head Cosmeticrange has a great selectionof colours and products thatcan inspire you to keep yourlook really up to the moment and we havetrained makeup artists whocan help you select the rightproducts for your image, -so go on - enjoy yourself!”

EYEBROWS Gone are the days of heavily plucked, thin browsto be replaced with more natural looking brows. To get this look, minimize the eyebrow pluckingfor a while and allow previously-plucked hairs togrow back. If your brows are naturally thin, youcan use an eye pencil to subtly enhance them.This really works wonders - framing and lifting the face (and so much cheaper than Botox!)Lashes are fuller and longer than ever, so apply a couple of coats of dark mascara to create aprovocative, smoldering, eyes.

THE SMUDGY LINED EYE A thick smudged outline to the eye adds depthand gives a really sexy effect. I’ve spotted thislook on Hero’s ‘cheer leader’, Hayden Panettierewith this look, which makes her icy blue eyes lookamazing.key

looks

1

2 3

4 5

PAT’S

COLOUR AND SHIMMERMake your eyes shimmer and sparkle with softcoloured metallic eye shadows because this willbring focus to your eyes this summer season. For day, opt for lighter metallic shades like vanilla, pink, pale blue, green or gold and then at night go dramatic with tones of purple, blue and bright green. Try applying a lighter colourover the entire eyelid, and use a darker shade in the crease of the lid. Line the eye with yourfavourite, Bed Head Smudgie pencil to add depthand create a stronger, sparkling effect.

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IconographyHaute Couture Meets Haute Architecture

Anthony and Pat Mascolo have long been passionate about the clothes of Vivienne Westwood. During the early1990’s Westwood was the inspiration for several image collections by the talented husband and wife duo and over

the ensuing years her clothes have featured in the couture sections of their shows.

Anthony and Pat are also lovers of theurban environment, eclectic in their

tastes and easily inspired. In the vicinityof bed head studio lies the relics of theawesome Battersea Power Station, so

famous to the skyline of London and itwas the contrast between distressed

architecture and detailed couture thatgave them the vision for their latest

Westwood Collection. Two iconographic influences seemingly in opposition form

an exciting and inspirational tangent.

CREATIVE//inspiration

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Hair by Anthony Mascolo, Nick Irwin, Akos Bodi & Eric Gomez

Photography by Anthony Mascolo & Roberto Aguilar

Make-up by Pat Mascolo & Amy BarringtonFashion Styling by Jiv D

All Fashion by Vivienne Westwood

ACCESS ALL AREAS

ACCESS ALL AREAS

BEHINDTHE SCENES

ACCESS ALL AREAS

BEHINDTHE SCENES

ACCESS ALL AREAS

BEHINDBEHINDTHE SCENESTHE SCENES

BEHIND THE SCENES

BEHINDTHE SCENES

heart has crumbled. But still there are the controls of the engine rooms, ornate metal walkways and brick walls that rise endlesslytowards the clouds scurrying across the sky.And it is this austere urban environment thathas inspired Anthony Mascolo. The story‘beauty v ugliness’ is the stuff of fairy talesand over two days of shooting the team unfold their own fairy tale.

The models are the only ones allowed to move through the wire fencing into theprotected central area of the Power Stationwithout the protection of yellow hard hats, luminous yellow tabards and steel toedshoes. (Could this become a trend, you almost wonder, as this fashionable group of hairdressers, photographers, film crew,makeup artists and stylists wander around in their sunny-bright uniforms?)Shooting on location always has its problems.

It’s a sunny, hot September day and the TIGI Creative Team are ensconced in a couple of Porta-Cabins preparing for theirmajor couture shoot, using exquisite Vivienne Westwood gowns that have been especiallymade for the Team’s forthcoming World and European Releases.

The location is Battersea Power Station. Thelandmark building straddles the skyline ofsouth London, towering over the greenery of the nearby Battersea Park, its towers reflecting in the waters of the River Thames.It is a much-loved building and is both beautiful and ugly at the same time, perhapsone of the reasons why it has an enduringplace in the hearts of Londoners. Today it isa shadow of its former past. No longer pumping smog-making smokeacross Chelsea, no longer polluting the river,its towers stand up forlornly whilst its

Thankfully, for once, the English weather has been generous, but with the preparationarea a 10-minute walk away, there is a constantbarrage of phone calls and inevitably, a lot of waiting around.

London-based Team members, Nick Irwinand Akos Bodi; are joined for the shoot byEric Gomez from the USA and all three, together with Anthony, work tirelessly to create swathes of intricate hair. Pat Mascoloand her assistant, Amy Barrington createmasks of coloured glitter on the models. Theeffect is mysterious and fantastical.

It’s a long two days, but this kind of experience is a crucial element of the work of the TIGI Creative Team. It allowsthem to explore their creativity, it builds on team development and it hones technical expertise.

CREATIVE//inspiration

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VIVIENNE WESTWOOD PHOTO SHOOT

cut working together to make a fantasticimage. Sarah Brookes and her technicianshave come up with some amazing colourideas. She’s thought about every kind ofclient from the most progressive, edgy, experimental type, to the person who wants aclassic, natural colour to enhance her hair. We always talk about creating the perfectimage and the individual style - putting thecolour ideas and cutting techniques togetheris totally inspirational to us all and I think theaudiences will really appreciate this shift inour work. It’s interesting, because we’ve always used colour in our collections, but aswe weren’t promoting it, it was always secondary and somewhat insignificant compared to the cut, now we’re shoutingabout both areas, it’s really made us ‘sit upand think’ANTHONY: So what else can audiencesexpect?NICK: We’ve also recently launched our B for Men range and that too is inspirationaland will be included in our presentations. It’s interesting to have witnessed the development of the men’s market. Men are atthe hub of fashion nowadays. As you know,I’m heavily into music and I think that musichas had a major part in the growth of men’sstyle. Bands like Oasis, really started theiconic rock star look and then there’s thewhole area of fashion inspired by ‘cult’ sports- snow-boarders, surfers and skate-boardersin particular - sports that aren’t only done bykids, but also by guys who work in high-powered jobs and have money to spend onthemselves. I think this is great and I’m reallyexcited that we can be more experimentalwith men’s hair.ANTHONY: We’re also including someof our couture hair. Do you think this isrelevant to salon hairdressers?NICK: You’re the man here Anthony. You’vealways told me that the techniques needed to perfect avant-garde hair help commercialwork and you’re dead right. There are somany things to consider when creating a couture look. Firstly it has to have ‘taste’. Itis so very easy to go completely over the topand make something that started out as abeautiful look, completely grotesque. Thenthe hair has to be created, technically, as perfectly as possible. It can be artistically‘messy’ but not plain ‘messy’, and that is allabout standing back, looking at what you

are creating as an overall look and ensuringthat it works. We obviously don’t turn up fora show and just create a look from scratchthere and then. Everything has been tried andtested over several months. For the Tour I’mworking with Akos and other Team membersto create the Couture section and I’ll bedemonstrating some ideas on stage.’ANTHONY: Nick, you mentioned the development process. Can you tell ourreaders how long this Tour has been inthe planning?NICK: Goodness! It’s been months. Theprocess starts from a business point of view,with Simon and the Sales Force and you, Anthony, assessing the need to take TIGI’s creative work out across the UK. Then webring in Mike Esa, our show director, to develop ideas for the format. All this happened before Christmas 2007 - so the organisation process is a good 6 months. Once we decided we were going to do theTour, Mike’s team set about researching andbooking locations, they also book hotels andtravel and once Akos and I had done themodel castings, they book the models for ustoo. Mike also does the staging, lighting andevent organisation. He’s the key to everythingin fact - except actually doing the hair!We, the TIGI Creative Team all decide whatwe’re going to do for the programme and then we progress our ideas. Every show isprogressive, fashions and ideas are constantlychanging and it’s important that we keep ourwork fresh, so what we do on the Tour will beslightly different to what we did at the Euro Release in March and Cosmoprof in April.We also work closely with the Bed Head Cosmetic Team to ensure that the makeupgoes with the overall image and they have keylooks that they work on each season. Lastly,our long-suffering fashion stylist, Jiv D, gets all the mountains of outfits together,ironing, steaming and sewing for hours beforeeach show.ANTHONY: So how will you set aboutyour preparation on the day?NICK:We’re flying to Glasgow, which is thefirst venue, but after that we’ll be travellingby coach, so we’ll hopefully quickly get ‘on aroll’. We’ll arrive at the show location, start immediate prep and then once the show isfinished, everything will be neatly packedaway, ready to be moved on to the next showearly the next morning. We’ll then have

dinner whilst Mike’s team will break-downthe staging and drive to the next venue so that by the time we arrive, Mike and the models will be able to have a quick run-through, before we start on their hair and make-up. It’s going to be a ‘full-on’ two weeks.ANTHONY: My last question! Do you expect to learn from the experience?NICK: Absolutely! You’ve always taught methat everything I do is a learning process.Doing something like this, confirms what youalready know, develops new ideas, improvesteamwork and gives you a much better understanding of your market and the salonsthat support us and use TIGI. I am really excited about heading up the Team. I knowit’s going to be a lot of hard work and a challenge and I’m sure I’ll be very tired at theend, but we’re going to have a lot of fun too!

ANTHONY MA

SCOLOIN CONVERSATION WITH

Nick Irwin CREATIVE//conversation

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ANTHONY: Can you tell our readerswhy we decided to go ‘on tour’ thisyear?NICK: Well we usually do one big show each year in the UK. That’s our Euro Release. This year we had an audience of1200 people, but that’s a very small numberof all the people who use TIGI in their salons.With all events, numbers are limited, sothere’s always a cut-off point, which results ina lot of disappointed people.We know too, that a lot of people out thereprefer to see us without having to travel to London. This gives salon owners the opportunity to bring more of their staff members without incurring travel expenses. And it’s very positive for us too. It’sgood to go out and meet salon owners andtheir staff. Each city has its own unique atmosphere. The last time we did a TIGI‘road-show’ we all found it a very rewardingexperience. I’m really looking forward to it.ANTHONY: So what’s the purpose of the show?NICK: Obviously TIGI Colour is a main purpose. We launched TIGI Colour in the UKin the beginning of March and the reactionhas been extremely positive. We are all veryexcited to have colour to work with and add toour creative design and I think salon ownershave warmed to our enthusiasm as well as appreciating the personal effort, we, as a company have placed on the development ofTIGI Colour. ANTHONY: So how is TIGI Colourbeing presented?NICK: Anthony - it’s all based on your own catch-phrase: Colour with Style. I have to say, you summed it up perfectlywhen you thought that up! Colour and

LATEST COLLECTIONS The latest Fashion Forecast and educational collections are demonstrated on stage and presented to the audience with key messages forcutting and styling.

From couture hair to urban, street-inspiredlooks, the TIGI Creative Team’s shows are inspirational, innovative and incredible.

NICK IRWIN, AKOS BODI and other members from the International Team work for weeks to create the intricate hairworn by the models in the Couture, Alta Moda sections of the shows..

KEY BRANDS In every show the key brands, Bed Head, Catwalk and S-Factor are represented by models, wearing hairstyles created with the products from the 3 ranges.

Euro Release 2008

CREATIVE//shows

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CREATIVE//shows

ACCESS ALL AREAS

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EURO RELEASE 2008

CREATIVE//shows

ACCESS ALL AREAS

ACCESS ALL AREAS

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PLACE - BOLOGNA, ITALY LOCATION - COSMOPROF

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The annual hair and beauty exhibition, Cosmoprof, spans a vast area on the outskirts of the beautiful city of Bologna, where hugepavilions and linked walkways show the work of manufacturers andproducers from both Italy, Europe and globally. For the last 4 yearsTIGI have built their own, huge tented theatre in a central area of theexhibition making a big impact on the many thousands of visitors tothe exhibition. Bed Head photographer, Alex Barron-Hough gives us a ‘fly on the wall’ viewpoint of the TIGI Creative Team’s exhausting weekend.

Emilio Celotto and some of his senio

r sales managers

Just glad to be going home!

Mike Esa, TIGI Show Director, in total control

Show preparation

CREATIVE//shows

The TIGI Creative Team have long been admirers of Vivienne Westwood and were really thrilled to be asked to create the hair foran exclusive showing of her clothes at a fashion show held in thepresence of a specially invited audience at the very ‘posh’ RAC clubin Pall Mall.

TIGI European Creative Director, Nick Irwin, led the Team that created the hair. The brieffrom Vivienne’s team was to give a vibe that was a modern interpretation based on the classic and iconic 50's hairstyles as worn by stars such as Marilyn Munro and Grace Kelly.The modernistic version was a little softer than those styles by the 50’s icons. Nick and theTeam created the styles so that there was gentle movement and a loose texturegiving a less structured finish and a modern twist.

Vivienne Westwood, who was in the audience with supermodel Erin O’Connor, was absolutely delighted with the TIGI Creative Team’s work and was full of compliments at the end of the show.

CATWALK REPORTVivienne Westwood was in the audience with supermodel Erin O’Connor.

CATWALK REPORTNick Irwin and the Team created the styles so that there was gentlemovement and a loose texture

FOOD ONE One wall of Bed Head studio is currently adorned with an art work by young American artist “Food One” aka Jim Mahfood. Jim is anartist specializing in comic books, illustration, live art, and murals. He has been working professionally since 1997, amassing a nice littlecult following all over the globe. His comic bookprojects include: illustrating film-maker KevinSmith's "Clerks" comics, his creator-owned books"Grrl Scouts" and "Stupid Comics", and drawingsfor several Spider-Man books for Marvel. He hasalso been chosen to do all the art for the new adcampaign for Colt 45 malt liquor. In November2007, Food had his first art shows in France andLondon, during which time he popped into BedHead to meet up with old friend Heath Grout andpaint the mural. Not quite on the level of Banksyas yet, we predict Food One is an artist to watch.More at www.foodoneart.blogspot.com and www.40ozcomics.com.

our ideas

The TIGI Creative Team have long been admirersof Vivienne Westwood

CREATIVE//inspiration

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The TIGI Creative Team are constantly looking for inspiration for new concepts. There are the obvious means to their creative development - such as catwalk shows, magazine shoots, the music industry and films, but the most important way to be inspired is to have your eyes open to the world. From architecture toverbal descriptions, from the natural world and its colour, to art at itsmost raw level and its most defined or classical form, - inspirationcan be taken at many levels. Sharing and developing the ‘seeds’ of inspiration with like-minded people can grow bare thoughts into exciting plans that evolve into a photo shoot or the section of a show.

TIGI EDUCATION

CREATIVE//education

Anthony Mascolo has spent 30 years teaching and sharing his ideas and experiences. He still finds it the most satisfying thing he does. Anthony and theTIGI International Creative Team spend a lot of their working time, developing what they have previously done, researching new ideas and perfecting techniques. As soon as they have a new concept it’s amalgamated into their ‘Advanced CreativeCutting Course’, so the course itself is an ever-changing experience, which keepsboth the teachers and students highly motivated.

Anthony also believes in ensuring newlyqualified stylists are given the strength andknowledge to move up to become advancedstylists, so the ‘Transitional Course’ targetsthe cuts that have become the classics ofdaily salon work and shows young stylistshow to build on these techniques to create individual finishes, polished styling effectsand exciting textures and layers. Recognisingthat many salons want to pursue their own,in-salon training, Anthony has launched a‘Teacher Training’ course that aims to improve presentation skills as well as giving trainee-teachers understanding in howto break-down a cut and communicate thisknowledge to students.

For the more creatively inspired hairdresser a new ‘Total Concept’ course unlocks the secrets of creating great hair for photographicshoots and shows. This course will really motivate and allow the hairdresser to become more experimental and visionary.

Pat Mascolo’s Bed Head Cosmetic Team runa monthly course at the TIGI Creative Academy. There is both a basic and advanced course designed for people whohave never tried makeup and those with experience. Product knowledge is key to thebasic course, which also covers applicationtechniques. The Advanced Course is morecreative and focuses on fashion ideas and experimentation.

TIGI COLOUR COURSE With the launch of TIGI Colour this Spring, a new ‘TIGI Colour Course’ explores fashiontechniques and also explains in detail the products within the range. Everyone at TIGI is delighted with TIGI Colour,which completes the creation of the total image..

FOR FURTHER INFORMATIONFor further information on all courses at the TIGICreative Academy, please contact Sharon Wellington on: 0844 844 0950 email: [email protected]

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A C A D E M YL O N D O N

C R E A T I V E

There can be no more rewarding way to grow your hairdressing career than by training andeducation. Re-evaluating what you have learnt, sharing your ideas, seeing how new techniques work and learning new skills can be wonderfully motivating. Being in a learning situation with other students is always satisfying and the experience of learning with new people can be very rewarding.

TIGI International Ltd TIGI House, Bentinck Road, West Drayton, Middlesex, UB7 7RQ • www.tigihaircare.com • Graphic Design: Kathryn Senior

CREATIVE//comment

ANTHONY MASCOLOWe hope you enjoy the first issue of our new Creative News. We’ve tried to include a bit ofeverything, from our creative work, to our education, what’s happening with our website, how we organise shows and also business information and new launches such as B for Menand, of course, TIGI Colour.I think it’s a great way to show you what we’redoing - which I’m sure you’ll all agree is masses.There is so much more we could have included,but we didn’t have the space - and anyway, we’dlike to keep a few stories ‘up our sleeves’ for thenext issue.

SIMON OSTLERI think Creative News is a great medium to giveyou an insight into both the creative and businessaspects of TIGI. I hope we’ve inspired you inevery way - and with information on our promotions and retailing you should have lots of ideas that will help you with your own work. Most of all, we hope that you enjoy Creative News. Visually it gives a picture of our work, andshows just how strong a team we all are, it alsohighlights how we think and how we develop ourideas. We’re a colourful company and CreativeNews certainly shows how important colour is to us all!

LINDA EVANSOur graphic designer, Kathryn Senior, and I haveworked hard to make Creative News both informative and visually exciting. We’ve tried toencapture every aspect of our company and in following issues you’ll get a chance to meet moreof our team and hopefully get motivated and inspired by our work and our ideas.We’re very pleased with the result and we’d love to know what you think. Please do write and let me know. My email address is: [email protected]

the last word

Committed to the CREATIVE hairdresser