Company Name: Schwarzkopf Professional
Title: Corporate Vice President & Int. Creative Director
“I fell into hairdressing after playing a game with myself where I listed all my career choices and blindfolded myself, stuck a pin in the list of careers and it said HAIRDRESSING!”, Simon Ellis openly confesses to us.
“Today I am responsible for the image of Schwarzkopf Professional as well as other key professional brands that our parent company Henkel owns” From memorable moments having started with Vidal Sassoon in the
Simon, did you ever think you would be where you are today? Can you give us an inside scoop of your professional career?
I am English and was born in London. I have only ever worked for two companies in my career to date (Vidal Sassoon and now Schwarzkopf Professional). I started hairdressing in the 1970s’ after I left university (I originally wanted to go into media/advertising). I fell into hairdressing after playing a game with myself where I listed all my career choices and blindfolded myself, stuck a pin in the list of careers and it said HAIRDRESSING! My mother was quite shocked but asked around her friends who all said Vidal Sassoon was the best hairdressing company in the world. The training was really tough as one has to undergo various tests to become a stylist – the average was out of a 100 trainees who trained for 3 years. There were only 5 who made it
I never wanted to become a salon stylist, standing behind the chair, as I saw the potential in Education – to offer the VS training method as part of a commercial offering to students from around the world who would pay to learn the VS philosophy and methodology. I recognized that there are only three ways to progress and earn money in our industry and they all involve training and education.
1. Increase one’s productivity – do more clients per day (increase daily revenue) – means learning to cut and colour faster!
2. Become a specialist in terms of skill or service or stand out as a creative (charge premium prices) – means enhancing and honing one’s skillset
3. Increase average bill – means learning how to deliver a better consultation which enables one to sell more services and take home a product.
I asked to be moved from the Bond Street salon to the VS schools which was a fledgling business at that time. I developed my career within the VS education arena, first in the creative area, developing the image of VS Education via Creative Seminar Programmes and Show concepts and was promoted to Corporate Vice President globally responsible for Vidal Sassoon Education, Salon Merchandise Division (Videos, blowdryers, brushes, books, scissors etc..) their Shows Division, International PR and the Vidal Sassoon editorial Team working on London and New York Fashion weeks which P&G sponsored at that time. I worked with some of the best VS Art Directors like Christopher Brooker, Tim Hartley, Mark Hayes and managed the editorial team like Ray Allington, Peter Grey, and Tyler Johnston.
I left VS and joined Schwarzkopf Professional in 2000 because I was given a once in a lifetime opportunity to rebuild the image of the company which was seen as dusty and old fashioned. My first job was to create a new vision and claim for the company as I strongly believe that every company needs to be able to explain what they stand for and their point of difference in one simple sentence (more difficult to do than it sounds). I created the Schwarzkopf Professional claim “Together. A passion for hair” which still stands today.
“Together” stands for Partnership. I always say to clients that YOUR success is OUR success and that when you join our company, you join our family as we believe in building long term partnerships/relationships. To have a “A passion for hair” means to strive for excellence in everything we do. Passion engenders active emotion – either to love or hate – something that cannot be ignored. Generally, passion is seen as a positive emotion and we were one of the first companies in the world to use this as part of our image rework.
Today I am responsible for the image of Schwarzkopf Professional as well as other key professional brands that our parent company Henkel owns such as Indola, Alterna etc.. working on the visual identity and how to appeal to a wider hairdressing audience. I live and work from our Head Office which is based in Hamburg, Germany. I love hairdressing because it combines craft-based skills as well as creativity – we are both Artists and Artisans where our job is simply to make someone look and more importantly, feel beautiful! In an increasingly disconnected and digitalized
“In an increasingly disconnected and digitalized world, the role of the hairdresser will have a value as their skillset cannot be undertaken by machines.”
Having started with Vidal Sassoon in the
One was building Vidal Sassoon Education and making it a global brand was very exciting as there came a tipping point when hairdressers and the industry recognized the value of investing in good education in terms of career progression
The second was in helping make Schwarzkopf Professional become what I call a “Sticky” brand through working hard on Image and Innovation related areas that make the brand both desirable as well as aspirational.
Third was moving from one of the world’s best hairdressing companies owned run by hairdressers to a corporate environment run by people with business degrees with similar thinking and who wear the same colour ties. Was a HUGE challenge to understand this new world and to gain their trust – to convince them that a hairdresser can add value and that there is nothing wrong in standing out from the crowd!
What is your forte, and can you describe your responsibilities?
I would define myself as an enthusiastic leader and creative. My team and I work with something that we call our Customer-Centric Business Model where we put our client at the centre of what we do and try to imagine all the key issues they face and how we can provide relevant solutions in terms of staff Education, Inspirations, Business, Marketing and Digital support to improve the overall Customer Experience. This approach also reflects how we structure ourselves so my team is both divers in their abilities as well as truly international in terms of makeup and outlook.
“Everyone has a creative opinion, and my approach is to allow everyone to have a voice but to never lose sight of the briefed objective.”
Your work involves being creative and original with your photography. Are there any artistic difficulties when working with clients who have contrasting creative ideas?
Everyone has a creative opinion, and my approach is to allow everyone to have a voice but to never lose sight of the briefed objective.
What is the importance of mentoring in the hairdressing industry?
It is critical to the future of our industry. Vidal Sassoon always used to say that “we are only as good as the next person we bring on”. In Schwarzkopf Professional we have a programme where every member of the leadership team is responsible for identifying their successor(s) and ensuring that these people are following a defined development programme. In this way, we create a sustainable future.
Essential looks and seasonal trends are regularly changing. You continuously create collections and trends to inspire other hairdressers. How do keep up the pace in the fast-changing industry?
My team and I are responsible for developing Essential Looks which is the Schwarzkopf Professional Seasonal Hair Fashion collection linked to our key product innovations. It takes its inspiration from the seasonal catwalks of fashion and is always shot two weeks after Paris, which is the last city to show in the fashion calendar. We combine lifestyle as well as catwalk fashion and we shoot the collection in two parts – one part is catwalk inspired, using key editorial stylists and the other is a commercial salon interpretation (think Zara/H&M interpretations of the catwalk collections) shot by guest stylists and/or digital influencers. All this means that I am in regular contact with the world of fashion and I am also an active reader of all the key fashion magazines as they are also very important in terms of being able to double check that we are on the right path.
Thinking back, what was the craziest thing that you had to do for a project?
Shave a model bald and then place a wig on her for the shoot!
You’ve worked with many well-known talented Hair Artists and celebrities creating and shooting images and videos on the creative side. Can you name some of these hairstylists and celebrities who you have worked with?
I believe that my work should speak loudest and speak for me rather than the role call of greats that I have had the honour to work alongside. As for celebrities – I never divulge as that is the part of being trusted and successful!
What do you see the for the future in our industry?
Embracing the digital world because social media is
“The most important career investment you can ever make is to Invest in Education, Education, Education BUT learn with the best in whatever way suits you best!
What’s the single, most important piece of advice you can offer other hairdressers who are looking to become successful in their own careers?
In our ever-changing beauty business there’s only one way to stay ahead of the game – always keep moving forward.
The very nature of beauty is what makes hairdressing such an exciting and dynamic place to be, yet it also throws at us a non-stop challenge – how can we continue to push ourselves, and our clients, to evolve? In my opinion it is our responsibility as salon professionals to drive change, and it begins by inviting a fresh perspective that shows our clients – regular and new – that we are committed to finding the perfect look for them, every time they put their hair in our hands. So never be afraid to keep on learning and to understand and to embrace the latest trends in hair and colour because that is what keeps you fresh and your clients loyal.
Education and training
The most important career investment you can ever make is to Invest in Education, Education, Education BUT learn with the best in whatever way suits you best! For beginners, online is not the optimal approach rather this should be for the more experienced.
Basically, I am asking a generation that desires instant results to spend the time, time and have the patience to slowly, meticulously and continuously hone their skills. In short to see themselves as artists and artisans!
Who are some of the memorable icons in hair industry you’ve encountered?
I have worked with some of the industry best such as Vidal, Christopher Brooker, Annie Humphreys, Tim Hartley, Mark Hayes, Duffy, Tyler, Lesley Jennison, Peter Grey, Richard Ashforth, and Edoardo Paludo to name just a few!
Favourite quote
“It is my considered opinion that the hairdresser is the most influential person in any community. When the public goes to a hairdresser, something happens to them. They feel safe, they relax.
The hairdresser knows what their skin is like under the makeup, they know their age, they don’t have to keep up any kind of pretense. People tell a hairdresser things they wouldn’t dare confess to a priest and they are open about matters they’d try to conceal from a doctor.
When people place their secret lives in the hairdresser’s hands, the hairdresser gains an authority few other people attain. I have heard hairdressers quoted with complete conviction on art, literature, politics, economics, child care and morals
Instagram: @thesimonellis
Facebook: @thesimonellis
Website:
https://www.thesimonellis.net/
Credits
Images: Simon Ellis
Interview: Romy
