MAN

Fall 2017

MAN—the business of men’s grooming—is for barbers, hair stylists, skincare specialists, barber supply store owners and other beauty industry professionals that provide men’s grooming services or retail men’s grooming products.

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14 I M A N I FA L L 2 0 1 7 WINDBLOWN SHAG Shaggy hair is a natural fi t for a wide range of men because the style works with just about any texture and almost any length. Shags are generally easy to maintain, and in these casual times, the look pretty much fi ts into any social setting, from an afternoon at the beach to an evening soiree. The good news for guys: "Deliberately messy" is in! Styled to look unstyled, this wind- blown shag (pictured) is a favored choice among the young and young at heart, especially those guys with a wealth of locks. John Paul Mitchell Systems educator Angelina Panelli created this look by misting clean hair with Paul Mitchell Spray Wax to "add some grittiness," then lent extra texture with Paul Mitchell Express Ion Smooth "to blend a mixture of smooth and wavy." The fi nal touch came courtesy of Tea Tree Shaping Cream. "I use it to polish the hair in an unpolished manner to go along with the tousled vibe," Panelli explains. What else can we expect to see in men's grooming this season? A little bit of everything, says Panelli. "Many men who used to have one standard style to their haircut now have more options to enhance their look, simply by choosing a more versatile haircut," she explains. "As we often say at Paul Mitchell, 'options equal happiness.'" MAN on tap TOP LEFT: COURTESY OF JONATHAN CIFRÈDO; TOP RIGHT: PHOTOGRAPHY: TYLER CURTIS/@TYLINER; HAIR: ANGELINA PANELLI; MAKEUP: JANICE DAOUD OF BITE BEAUTY; PHOTO COURTESY PAUL MITCHELL; CENTER: PHOTOGRAPHY: ROBERT BOGAN @RKBGRAPHICS; HAIR: BROOKLYN ALLEN @BROOKLYNCUT4U; MAKEUP: KAJA GYBASOVA; MODEL: JULIAN PINTEA; EDITING: ASTON LAFON. MAKE MEN COUNT Angel del Solar, cofounder of 18.21 Man Made Grooming, has a message for unisex salons: "Don't think of your men's services as just a haircut to be squeezed in between your other salon appointments," he says. "Guys want better services and products, so take some time to create options for them." According to del Solar, adding men's services will typically grow a salon's revenue by as much as 30 percent. One of the most effective and rewarding opportunities to promote men's services is just around the corner: The facial- hair-themed "Movember" movement, launched in 2013 to raise awareness of men's health issues, such as prostate and testicular cancer, throughout the month of November. The marketing mavens at 18.21 Man Made suggest the following activities to boost business while supporting a worthy cause: • Host a "Movember" charity fundraiser • Create a month-long special promotion related to beard and mustache services • Offer a November-only discount on at-home facial hair products, such as beard oil, shaving glides and waxes • Sponsor a social media-driven contest for extreme beard and mustache styles • Donate a portion of proceeds from men's services and/or products to a local men's health charity For more information about Movember, visit the Movember Foundation's website at us.movember.com. For more about 18.21 Man Made Grooming, visit 1821manmade.com. By Linda Kossoff THE MORE YOU KNOW Many professionals will say that education is the key to success. And while most education is product- or tool-driven, there is little available in terms of the bigger picture. That is until Jonathan Cifrèdo, owner of Cifrèdo'z Barber Salon in Reading, Pennsylvania, and founder of Barbering Education, got in on the game. "Our [education] is based on converting knowledge from day-to-day desires to goals and best practices," he says. At the helm of the brand coaching company, Cifrèdo works with privately owned salons and distributors as well as industry icons, such as Nick Arrojo, and brands, including GraffEtch and El Patrón, to assist in goal orientation. Now, Cifrèdo has partnered with SalonCentric to perform live demonstrations in select stores around Eastern Pennsylvania to help local stylists and salons with their barbering education. MAN: Tell us about a little about your career and how you've gotten to where you are. Jonathan Cifrèdo: I've been barbering now for almost two decades, but in the beginning I was mostly self-taught. I worked as an apprentice for fi ve years, which provided licensure and afforded me the opportunity to expand my knowledge. I was always a behind-the-scenes kind of guy and would assist in any way that I could. That led to collaborations with minor/major brands, and in 2013 I was hired by Milady as the editorial reviewer for the revisions of the new standardized barber textbook. I understood the relevance of time and discipline and the dynamics of our profession, and used that to build my own curriculum. MAN: What kinds of things are you teaching at SalonCentric? JC: Time is the base of our strategy and we've successfully been able to increase our students' value, effi ciency and accuracy based on that. I'm not trying to change anyone or the way they do things, but rather show them how to enhance their work with a unique relational concept. Whether it's a barber's own brand or salon entity, we can help you grow by targeting the core of your desires. Not only do we take in the information, but we've been able to give it back baring fruit with personalization and growth, and the response has been overwhelming. For more information on Barbering Education, email info@barberingeducation.com and follow @barberingeducation on Instagram and Facebook.

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