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Lorraine Massey Charming Over Sushi

by Ivan Zoot/The Clipper Guy on Monday, February 21, 2011

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Ivan Zoot is the director of education and customer engagement for the Andis Company and the founder of Zoot! Hair professional hair care products. Ivan identifies, recruits, trains and manages Andis’s team of professional beauty industry educators. Ivan continues to be a featured presenter at industry shows and events, sharing his unique blend of information, education and enthusiasm for clipper cutting and the entire professional beauty industry. Ivan’s background includes experiences ranging from salon ownership to achieving 3 Guinness World Haircutting records. Here, he shares his cutting and business-building expertise.

On a recent trip to New York City, I had the pleasure of dining with curly hair queen, Lorraine Massey of DevaCurl and “Curly Girl” fame. We enjoyed a wonderful assortment of sushi and lively exchange about the world of curly hair.

I certainly was way overmatched in the curly knowledge department, yet it was fun to get to know her a bit and experience first hand the energy and creative drive behind this powerful and successful brand in the curly hair game.

Lorraine gifted me a signed copy of her newly updated book “Curly Girl, The Handbook.” I was already a fan of the first edition. I even had multiple copies on hand in my shop for loan to curly clients. This second edition is a fresh update on her curly hair concepts and system. It is interesting to read the book and see how much further she and her team have developed their system for caring for curly hair. The original book predates the launch of the DevaCare product line. I thought the old edition was quite quaint with Lorraine’s recipes for homemade curly hair care products. The new book does not read like a commercial for her liquids. She has done a good job of selling the need to adopt a system and care for curly hair differently. The depth and breadth of this system and her superior knowledge does a fine job at selling her salons and her products without needing to clobber readers over the head with a sales push.

I highly recommend the book for any and all curly hair owners and for salon professionals intent on developing a curly clientele and properly caring for their curls. Surely there are other brands and approaches in the curly world. If you are to become a committed curl champion, this book is must-read material.

I will share more of what I have learned from Lorraine and about the DevaCurl world in a number of future postings.

Full disclosure: I have been engaged by the DevaCurl brand to provide limited consulting services. I am compensated for these services. This compensation does not support my writings of this blog nor does DevaCurl have any expectations relative to the Deva-related content I post here. If you have any questions regarding my paid work for Deva, please contact me via email.

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Business Building Techniques

Begin having frequent staff meetings and collaborate on business building techniques used by others that you work with. Every salon has success right inside. Get the top booker to explain how they do it. Pair the weakest with the strongest and let them work next to each other. They can learn from what they hear and see. Do the same with retail sales. Share the ways that the top stay on top.

With cross marketing other services, know who the salon leaders are and copy them. Your staff becomes a resource to each other and by sharing dialouge that works, we all win.

Geno Stampora, Stampora Consulting Inc.

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