Educator and salon owner Sam Pitham talks about his longstanding commitment to Keratin Complex
- Can you tell me about your experience in the hairdressing industry?
I’ve been in the hairdressing industry for over 20 years. I started in the traditional way and worked my way through busy London salons before opening my Samuel Oliver salon in Hayes in 2010. I have a team of 13 and now spend two days a week on the salon floor. Since opening my own salon, I’ve learnt as much about running a business as about hairdressing.
- When did you first learn about Keratin Complex and what were your first thoughts?
I found out about Keratin Complex when I opened my own salon 16 years ago and my first thought was that it was great to have a system in place that was all about health of the hair rather than just straightening. For me, it was yes, yes.
- You’ve got a successful salon in Hayes, what challenges have you faced in recent years or months?
There have been so many challenges, rising costs being one of the main elements. Rates, rents, staffing costs, everything all going up. It’s also a challenge to find good, experienced staff. Hayes is in Greater London so customers expect London quality.
Since Covid there has been a shift in booking habits with clients less frequent visits. There’s also been an increase in last-minute cancellations so we’ve had to put firm policies in place to deal with that while at the same time retaining the personal touch. It’s a fine balance.
- Has there been any innovations from Keratin Complex that has created untapped revenue for the salon?
Keratin Complex has been a very important boost to upselling. The full KCEXPRESS treatment gives up to six weeks of locking in colour and that allowed us to up the ticket price for people who are prepared to spend for the results. It brought us a lot of new customers and we have been able to increase the ticket price by £50.
- Name me 3 products from the aftercare/styling line that you yourself need to have by your side at the salon?
Since KCEXPRESS was launched, it has been a winner. For people initially reluctant to spend on the full treatment, this quick treatment is great because it is so effective and the benefits are so great, it often encourages customers to go on to the full treatment.
The Keratin Complex Infusion lotion has been a game changer, so easy for the customer and the hairdresser. The Vanilla Bean Conditioning treatment has also been a great addition - it really does what it says on the tin, plumping up the hair and making it feel silky.
- What’s your view on the issues our industry is facing?
Unrealistic clinet expectations is a big issue, due to social media and AI. Computer generated images are all over social media and in ads but they are not real, not real people. Because people believe them, and the glass-like images they show, they believe that kind of result can be achieved in just four hours. As hair professionals know, something like that takes time and several visits.
One of the big challenges we face is the VAT percentage. We are a labour-intensive industry but we are not able to reclaim in the same way retailers can. We can only reclaim for products, not labour. I think Ireland has got it right with split VAT that can boost the economy. We need that kind of support from the Government. We could then pass on any savings to our customers.
- Favourite hairdressing event to attend and why?
HairCon is my favourite hairdressing event. It’s a great mix of education and new product lines that you can get your hands on. Networking is one of the big benefits there but as well as that, unlike other events, you don’t have to pay extra for every stage demo. At HairCon, there are no such additional fees, everything is included in the entry ticket.
- Keratin Complex has just launched KCRIO Restorative Keratin System, why do you think this is such a bold move for the brand?
It is a bold move but customers love the spray application, it’s the cherry on the cake.
- Last Words, what are your hopes for the industry in the coming few years.
I’d like to see salons change the way they deal with retail sales. These have obviously been affected by online sales and customers now take an interest in what goes into a product, but salons have a big advantage if they do, as we do here at Samuel Oliver, and sell as the chair rather than at checkout. People like to buy from people, not from shelves. Salons need to switch back to selling at the chair, taking the time to explain about the benefits of products and advising on which ones are right for individual customers.
