Interview YOU - Jeremy Leifheit

Q: Name, Position, Years with LP, Years in the industry.

Jeremy Leifheit, L’Oreal Executive Educator, 5 years with LP and 19 years in the industry.

Q:  Team members can come from all walks of life, they have many talents, tell us about your background and how you got interested in working in the professional salon industry.                

I started painting in middle school and when my mother left her hair color out, I picked it up and painted my own hair.  I moved on to my friends’ hair from there.  After graduating high school I applied for a part time job in an English salon.  Little did I know that this quirky pair of Englishmen were incredibly talented and from Vidal Sassoon.  They inspired me so much I began an apprenticeship.  

Q:  How do you stay on top of your game as a resource to your salons and what are some of the resources you rely on? 

Social media has become the most convenient way to stay up to date.  Trade magazines are also a great resource.  Observing trends and what is happening locally in markets helps me guide salons and keep them ahead for their clients.

Q:  How do you keep your salon teams informed and motivated?  

Sharing new ideas and my passion for the industry is a big part.  On-going education is also essential, but I have also found Powerdose days or Formulation days are a great opportunity to get to know what they really want out of their career.

Q:  What does your ideal salon look like?

It is a professional atmosphere that shows passion and care for their clientele.  Retail should never be a dirty word.  It should be an opportunity to extend the service beyond the confines of the salon’s wall.  Regular education is pertinent for all levels of staff members.

Q:  How do you ensure that when you visit your salons, they have the best experience possible each and every time you visit?  

I treat them as I would my clients in a salon. I acknowledge everyone in the salon including support staff.  I also listen to what the clients are telling their stylists and what the stylists are saying to each other.  They will tell you what would make them the happiest.

Q:  What was one interesting thing you heard lately while visiting a salon?

What am I allowed to repeat?  I have something that I have heard before and has always made me proud.  A client told their stylist, “Wow, these products you recommended do everything you said they would!”  I got a wink from the stylist.

Q:  What is something that surprised you lately?  

The lack of foundation of knowledge in our industry keeps surprising me.

Q:  Give us an example of a challenge you came across in a salon and what role you played in overcoming the challenge?

I was in an education planning meeting with a salon owner as a result of their decline in purchase volume.  There were comments like, “they don’t sell retail” or “they are not getting white hair coverage”.  They always wanted technique based classes and after some persuasion, the owner agreed that we needed to refocus their education back to knowledge of the tools they have at their disposal.

Q:  What salon related accomplishment are you most proud of right now?  

The growth of L’Oreal Professionnel in my market makes me very proud.  We have gained some key accounts and there is a lot of momentum.  It takes a team with the same goal to accomplish this.

Q:  What is one trend (good or bad) that you see with salons right now and what are you doing about it?

The lack of concern that the individual stylist has for their business is a big concern.  I am reinforcing that, complacency is not an option and the day you stop growing is the day you start dying.  I help them create a dream and partner with them to achieve it.

Q:  Please share a snippet of wisdom that you would like to impart to the team.

Trust and rapport is more than just a step - it is essential in developing and maintaining a strong business.

Interview YOU - Michelle White

Q: Name, Position, Years with LP, Years in the industry.

A: Michelle White, Prestige Account Manager, involved with L’Oreal Professionnel for 18 years, licensed in the professional beauty industry for 28 years.

Q:  Team members can come from all walks of life, they have many talents, tell us about your background and how you got interested in working in the professional salon industry.

A:  I love everything about the craft!  My history started on the west coast.  While working behind the chair I offered to help out at the local beauty and barber school, while one of my former instructors was out on maternity leave.  Helping out at the school was where I discovered my desire to inspire young stylists.  I returned to the school as a full time instructor with a goal of making a difference in each student’s life and career.

Five years later, I made a personal move to the east coast and my career with L’Oreal Professionnel began.  Moving from education to sales was a new experience.  Now, 17 years later, the adventure is just beginning.  The road has taken me from San Francisco to Paris, with the good fortune of working with some of the most elite stylists in the industry.  I love the being a part of stylist’s seeing the world of L’Oreal Professionnel.

Q:  How do you stay on top of your game as a resource to your salons and what are some of the resources you rely on?

A:  I keep up with all the trade magazines, constantly reading.  I am a product junkie and am constantly asking questions about competitive brands.  I try to be informed about any service that I would want to provide if I was behind the chair.

Q:  How do you keep your salon teams informed and motivated?

A: I have a strong believe in three words: Motivate, Educate and Promote!  Keep it simple and always own your information and empower the stylists by becoming partners on their journey.

Q:  What does your ideal salon look like?

A: Creative, open to change without limitations and loyal.

Q:  How do you ensure that when you visit your salons, they have the best experience possible each and every time you visit?

A:  We enter all salons with the finest products, fashion forward information, current education and amazing business programs.  I always have a goal of becoming partners with each salon.  Listening to all aspects of their business and helping them to achieve their goals

Q:  What was one interesting thing you heard lately while visiting a salon?

A: L’Oreal Professionnel and INOA are shaking the industry up…in a good way!  Salons that have never given L’Oreal Professionnel a glance are seeking us out and are very open to change.

Q:  What is something that surprised you lately?

A:  What doesn’t surprise you in this industry?

Q:  Give us an example of a challenge you came across in a salon and what role you played in overcoming the challenge?

A:  In today’s economy everyone is tightening up their spending. Through conversations with salon’s we have the ability to help them streamline their purchases so the benefits of a full commitment to one brand are at their fingertips.  We have an unlimited portfolio of choice, from Strictly Business to marketing with LP Plus.  We have access to the finest products and the most creative team of education available in the industry to date, whether local or abroad we will create a path for a great future.

Q:  What salon related accomplishment are you most proud of right now?

A: Partnering with 3 salons that were at a gold level and bringing them to Black Elite in six months.  Watching the momentum grow is amazing!

Q:  What is one trend (good or bad) that you see with salons right now and what are you doing about it?

A: Many salons are hungry for education and life has changed for the availability to travel for great inspiration.  L’Oreal has made it available to have Portfolio level education accessible to in-salon through the Elite Loyalty Program; another education option available when they are fully committed to the brand. 

Q:  Please share a snippet of wisdom that you would like to impart to the team.

A:  Try to share your loyalty and love of the L’Oreal Professionnel Brand with your accounts, they buy what you believe and support (they buy you).  Loyalty means:

1. Shop across the brand
2. Visit frequently
3. Support them and they will refer others
4.  Partner with them and they will be immune to the competition

Interview YOU - Carrie Bowden

Q: Name, Position, Years with LP, Years in the industry.
Carrie Bowden, L’Oreal Sales and Education Coordinator in Atlanta, Georgia. I have been with LP since November, 2009 and have been a hairdresser since 1997.

Q: Team members can come from all walks of life, they have many talents, tell us about your background and how you got interested in working in the professional salon industry.
I received my cosmetology license in 1997, two years after graduating high school. I decided to get into the beauty industry after watching my aunt, who is also a hair stylist, fall in love with her career. I worked behind the chair in salons for many years until deciding that I wanted to explore other opportunities in the industry. I had always been passionate about education. I loved learning new things and sharing what I had learned with others. I received my Cosmetology Instructor’s license in 2007 and worked as the educational director for a cosmetology school with a large hair care & color manufacturer. After a couple of years doing this I decided that I wanted to take my career even farther, leading me to the position that I have now with L’Oreal Professionnel and Salon Centric.

Q: How do you stay on top of your game as a resource to your salons and what are some of the resources you rely on?
I try to stay in touch with what’s going on in the industry and industries that influence ours. From current fashion to economical trends as well as what our competitors are doing. I make sure to also communicate with my team on a regular basis, from my PAM to my ATT’s and DSC’s as they always have new information to share with me that can help me with my business.

Q: How do you keep your salon teams informed and motivated?
I try to take part in as many of the salon activities as possible from events they may be participating in to regular monthly salon meetings. I feel it is important for them to know that we are there to support them at all times, not only when a new product comes out. By keeping regular contact with them I am able to keep touch with their challenges and successes and be a part of it all. I work closely with my whole team to run promotions and contests that will keep our salons constantly striving to do more, and of course encouraging them to take advantage of all of the wonderful business and educational opportunities that are available to them through L’Oreal Professionnel!

Q: What does your ideal salon look like?
My ideal salon is one who is constantly looking for ways to grow their business and take it to the next level. They are a Black Elite level salon or are working hard to get there. They are committed to L’Oreal Professionnel and carry our entire portfolio of brands, participate in on-going education and business building programs and work with our team of professionals to be a market leader salon.

Q: How do you ensure that when you visit your salons, they have the best experience possible each and every time you visit?
I feel that building a relationship with my salons is the most important thing I can do. I work hard to get to know all of the players in the salon, from the front to the back. Pre-planning is also very important, making sure everyone is on the same page and knows what to expect. Once I am able to earn their trust it is very easy to have both fun and productive salon visits because they believe that I am only there to help them achieve their very best.

Q: What was one interesting thing you heard lately while visiting a salon?
After teaching a recent Majirel & Richesse class to a salon that is just converting to LP color, a stylist commented on how easy LP color seemed to be to formulate and that if she would have had this years ago she would have probably enjoyed haircolor a lot more. She is looking forward to her new discovery!

Q: What is something that surprised you lately?
One thing that has surprised me lately is the number of stylists that are currently part-time educators for other manufacturers and approach me about learning more about being an educator for L’Oreal Professionnel. This usually happens either during an INOA certification class or a follow-up support day. This just really goes to show that the name L’Oreal Professionnel is out there more than ever and people are excited about it!

Q: Give us an example of a challenge you came across in a salon and what role you played in overcoming the challenge?
I recently had a challenge with a salon feeling like INOA was not covering their clients white hair. I went into the salon for a follow-up support day and found that since their initial INOA certification class that they had fallen back into habits that they had for formulating and applying their other color line. We did hands-on with some models and clients allowing them to realize the importance of proper application. They can now see if they respect the product and the process they can achieve amazing results!

Q: What salon related accomplishment are you most proud of right now?
My PAM, DSC, DSM and I recently had a meeting with an industry leader salon who was just named best salon in Atlanta by Allure magazine to discuss INOA. They are a very big and prestigious Wella Salon. They had heard about INOA in the media and even had a client bring in an ad from Allure magazine asking how she could get this color. Two weeks later I was in the salon certifying the staff, which includes two Wella educators. So far they are having great success and my DSC said that on a recent visit one of the salon owners was sporting his new INOA color apron!

Q: What is one trend (good or bad) that you see with salons right now and what are you doing about it?
I think that salons are starting to put more focus on branding. They want to have more continuity throughout the salon and be able to be “part of something”. Through educating my DSC’s and salon’s on the advantage of consolidating their purchases with one brand, LP, we are able to show them how big of an impact this can have on their business. Their clients feel they can trust their recommendations more because they believe in and support one line rather than multiple which can give the impression that you can “just use anything”. They also see how much they can benefit from being a part of our Elite Loyalty program.

Q: Please share a snippet of wisdom that you would like to impart to the team.
Be a team player and respect everyone that you work with. None of us are able to achieve the highest level of success by ourselves. Everyone plays an important role and the more we work together and value each other’s insight the better we all do in the end!

Interview YOU - Tina Yasin

Q: Name, Position, Years with LP, Years in the industry.

Tina K. Yasin. Prestige Account Manager in Orange County, California.  I’ve been with LP since 2005, 5 years.  I’ve been involved in the beauty industry since 1996.

Q:  Team members can come from all walks of life, they have many talents, tell us about your background and how you got interested in working in the professional salon industry.

I received my Cosmetology license in high school in 1997, and then worked behind the chair during college as I achieved my Bachelors in Marketing & Communication Studies in LA.  While living in LA, I would get my hair done at Fred Segal Beauty where I fell in love with Kerastase, Paris, there was nothing like it on the market, pure luxury.  I then decided to combine my degree’s (Cosmetology & BA) and work for Kerastase, which I immediately did in the SF Bay Area, then moved back down to LA while I continued to work for them, then transferred divisions to LP.

Q:  How do you stay on top of your game as a resource to your salons and what are some of the resources you rely on?

I pride myself on staying on top of the beauty industry, its trends, and what’s in the now.  I do so by subscribing to every American and European trade magazine as well as consumer magazines (Modern Salon, Estetica, LaunchPad & Allure, to name a few).  I receive knowledgeable information that I can share and even inspire salons with, from industry trends to statistics.  On-line blogs and beauty industry sites are also just as valuable (WWD.com, BTC.com & Bellasugar.com to name a few).

Q:  How do you keep your salon teams informed and motivated?

I keep my team and salons motivated by sharing industry information that can launch them to the next level.  To a DSC, it can be helping them with public speaking or a simpler skill such as how to listen.  For salons, it’s through education to inspire and using our amazing promotions and marketing tools to drive sales.  Communication is key; I am in constant communication through email, phone and meetings/visits.

Q:  What does your ideal salon look like?

My ideal salon works closely with myself, the DSC and LSEC to continue to strive for superior success and never settle.  They are Black Elite and carry all my brands, are an industry leader, are motivated, love and thrive off of education (& continued education), operate their salon like a well run company and not through emotion.

Q:  How do you ensure that when you visit your salons, they have the best experience possible each and every time you visit?

I make sure I offer a full service approach, just like I educate them to do in their own salon.  It starts from the beginning when I walk through the door by greeting everyone by name, follow up on anything promised, and always have something valuable or inspirational to share.

Q:  What was one interesting thing you heard lately while visiting a salon?

“INOA is everywhere!” It’s such a great thing to hear, which I have been continuously hearing. The press and marketing behind INOA has generated such a fascinating buzz and has created excitement and awe.  I then tell them we have just scratched the surface...

Q:  What is something that surprised you lately?

Something that worked surprisingly well was recently working with my DSC team and explaining how simple it is to turn a salon into Black Elite.  I merely broke it down to the ridiculous, by taking how many stylists in a salon, working X many days, purchasing X dollars to reach the goal.  They each were elated to see how easy it was to accomplish and are sharing with salons that are just as jubilant!

Q:  Give us an example of a challenge you came across in a salon and what role you played in overcoming the challenge?

A recent challenge was INOA not covering white.  I received a phone call from a high profile salon who wanted to return their kit.  I immediately went to the salon to rectify the situation, I made my rounds and spoke to the owner, manager and every colorist in the salon to hear them out, then came up with a solution.  I first found out through discovery that it was human error, I went from there.  By them trusting me and my knowledge, they gave INOA another try through a tech day and were very satisfied.

Q:  What salon related accomplishment are you most proud of right now?

Recently turning four salons to Black Elite within two months.

Q:  What is one trend (good or bad) that you see with salons right now and what are you doing about it?

One huge trend that has blown up is straightening services (Brazilian Blowout, Coppola Systems).  I am leveraging both Serie Nature and our new Vitamino Color Sulfate-Free shampoos as catalyst’s to cannibalize their [the straightening line’s] own retail brands.  Not only are our shampoos safe to use after these treatments, but I show the salon the value of using more LP through Elite and loyalty.

Q:  Please share a snippet of wisdom/encouragement that you would like to impart to the team.

I always tell my team communication is key; listening is a virtue and never let the word NO discourage you.  Without exceptional communication skills or excellent listening skills, I could not successfully do my job and if I let the word no inhibit me from doing my job, then I wouldn’t have half the business I have.

LP-ABDA August Podcast

LP-ABDA August Podcast