Sam Villa – Sam Villa Hair

Sam Villa, sits down with Patty Schmucker to talk about his illustrious career, the development of his tools for professional and consumer and things that concern and excite him about the beauty industry.

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[Music]
we think pretty is pretty important in
all things and beauty welcome to radio a
and B designed for those who want to
live a long and vibrant life I’m Patti
Schmucker a licensed cosmetologist who’s
been in the business for over 40 years
radio a and B stands for american-made
beauty and it’s where we tell the
secrets behind the making of health and
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american-made beauty calm my guest today
is an industry icon but when you think
of an icon you think about their best
work being behind them not so with Sam
via who is changing the industry one
hairdresser at a time the via family did
not have a lot of money growing up but
Sam’s parents had a wealth of
expectations for their kids sam says his
parents demanded that all of us live
morally ethically and most importantly
with humility sam says what’s most
what’s more they always said that no
matter what profession we do in life we
must do it with complete and utter focus
and passion and I always remember that
whether teaching face-to-face and small
hands-on class on main stages or
reaching his millions of social media
followers Sam is living up to his
parents vision he is the true leader
that brings out the best in others his
career in his career he has a of every
major corner of our industry including
the 2017 Naha Lifetime Achievement Award
winner Sam is known for doing things
differently to challenge inspire
motivate and change his in encouragement
of stylists is unrivaled as he genuinely
wants each one of them to reach deep to
identify how they can make a change
to promote their own growth Sam’s talent
stretched far beyond his brilliant
cutting and finishing skills he has a
plethora of business skills that enliven
stylists to think about how they speak
to their guests to add value behind the
chair it really is truly my honor to
welcome Sam via thanks for being here
with us
Patti it’s an honor and a pleasure and
I’m really excited to have this
opportunity to speak to your audience
well Sam I know you know you anyone
who’s in the industry your history is
very long and I didn’t want to spend a
lot of time focusing on the past because
you’re doing some amazing things right
now so tell us a little bit about your
current focus on developing somewhat of
a customer focus brand awareness well
basically what we’re doing Patti is
we’ve really established the name and
the brand in the professional industry
and now what we’re doing is we’re trying
to really establish ourselves on the
consumer side so most recently I just
returned from LA and I’m shooting just
finished shooting a new reality TV
program that’s going to be airing in
2018 and the name of the program is
called the Luke Allstars and I really
believe that this particular reality
program is going to be very very
positive for the industry in other words
this is not going to be a train wreck
and what I mean by a train wreck I think
a lot of times when you think of reality
TV you think of drama and just this
whole negative drama that occurs and how
it’s handled basically what this
particular program is about it’s about
transformation it’s about how
hairdressers behind the chair have an
opportunity to really transform lives
it’s about makeovers it’s about the
hairdresser itself in terms of the
skills of the hairdresser so everyone
wants to know how to look their best and
that’s what this show is about it’s
where they gather two hairdressers and
they are the main stars of the show and
they compete in two challenges and
they’re scored on those challenges and
then at the end of those two challenges
the winner is based on a cumulative
score but
so about the idea of the show being
positive it’s about transformations it’s
about loving what they do as a
hairdresser it’s about information for
the consumer in terms of how you create
these looks
you know what’s they what’s good for you
in terms of texture of hair or face
shape but it’s a it’s a one-hour
innovative episode of beauty and style
competitions
it was just sounds like a really really
fun project tell us a little bit about
how the other people that have been
involved in your excite you sound
excited about this project I’m very
excited about it the people involved is
the hostess Tori Spelling so welcome
back nine oh two one oh you know we
learn from the past and the future is
where we apply it but Tori Spelling is
just awesome she’s the host and then Ken
faux is the mentor oh wow the
contestants and I’m a main judge so
there’s four judges we have two guest
judges and two main judges some of the
guest judges will give you at McKendree
no mas Colo let’s see we had Kira Phil
occur who was a guest star from Dance
Moms so you’ve seen the number of the
salon professionals and then you’re
seeing some celebrities from TV itself
as best judges it’d be the viewer can
expect the primary focus to be in terms
of challenges that are themed for tips
and tricks for the salon professional in
terms of being able to showcase those to
the consumer so I’m really excited about
in terms of what it offers and how it
defines itself meaning a positive
positive outlook for the beauty industry
in terms of what you see on the show and
you know it’s really interesting because
a lot there are various different
perceptions about what it means to be a
professional stylist help this really it
sounds like this is really going to help
the world understand the opportunities
that
one could experience if they came into
the industry well said because that’s
the idea behind the show it’s really an
opportunity to uplift a salon
professional the hairdresser that’s
standing behind the chair and you know
the value that hairdresser can really
offer to the consumer I think a lot of
times Patti what happens is you know you
hear that phrase you’re just a
hairdresser I think in today’s world
it’s different in terms of being a
hairdresser and the opportunities that
are available to the consumer provided
by a hairdresser right and I love what
you’re saying and then that messaging
because more and more many years said
the one thing that will never go away is
the desire for people to be touched
physically by other people and
hairdressers have that opportunity to
get into that intimate space for people
is they is the tips and tricks that and
the transformation will expand upon that
and and show consumers what goes into
really creating some of these various
different looks yes a matter of fact
it’s really interesting because the
challenges you’re actually seeing seeing
the challenge take place so for example
you have to take someone that is a
husband-and-wife team or a first date
night and they’re actually going into a
salon together and you’re doing a
makeover on both of them so you actually
see that take place so you’re actually
getting educated on these tips and
tricks and then what they had us do as
judges and competitors they had us
actually shoot some tips and tricks for
example I’ve shot a couple where I
talked about the idea of using hair
spray as a means of getting the flyways
down by simply spraying it on the top
makeup powder brush mm-hmm so it’s
really things that are going to help the
consumer at home but also really have to
consumer to understand the value of the
hairdresser now I know that you have as
we said at the top of the show spent
most of your career really establishing
yourself as one of the leading
authorities in the professional industry
but now more so starting to transfer
some of that education and quality to
speak more
the consumer are you doing that with
both the education that you’re doing as
well as some of the products that you’re
making available to consumers yes
matter of fact what we did is we really
focused on the professional side on tool
on the tool side now what we’re doing is
we’re starting to have our tools
accessible for the consumer means that
we have a consumer website where we’re
actually selling the tools the tools are
available to in salons and what we’re
doing is developing more tools for the
consumer specifically for the consumer
and that’s important because I think
consumers are looking for proper tools
and they need to understand proper tools
in terms of the mechanics behind tools
and why they’re made the way that
they’re made I think a lot of times
consumers purchase a tool patty based
upon brand and price which I believe is
a big mistake
how can consumers need to look at if
they need to look at what are the
materials that the tool is offering in
other words titanium irons versus
ceramic versus tourmaline ceramic and
tourmaline are going to be much better
materials and well much more
conditioning for the hair than a
titanium iron is because titanium it it
retains the heat and it gets too hot
therefore it’s not good for the hair so
these are things that the consumer needs
to be aware of so I really recommend
when I was consumer looks for a tool
they look for a tool based upon where
what what are those materials that are
going to be beneficial for the hair not
don’t purchase a tool just because of
the brand and a pipe right and that’s a
really good point in and as you have you
worked through this process focusing so
much on the professional was it easy to
make that transition to start putting
your attention on the mechanics and and
the different needs that the consumer
had as compared to the salon
professional well I think the needs are
pretty much the same when you think
about it because let’s talk about a bull
dryer for example I think that blow
dryers is that science now behind bars
really is incredible you know a lot of
times what consumers went for is they
would go for a blow dryer that’s who
really powerful you know one that really
put out a strong airflow and strong heat
yet what now what’s important is that
you’ve got blow dryers now that have
ionic switches which on ionics bow dryer
is best for all types of hair meaning
that ions on means that you’re going to
get a really smooth always finish you’re
going to be able to control the dryness
and the frizz and the flyaways
Wow with the ion switch off you’re going
to be able to disrupt the hair so that
you get more volume now you’re probably
wondering okay well wait a minute
there’s that’s one’s good ones bad well
think about it fine hair needs for you
mm-hmm so fine hair the cuticle the top
layers the top surface of the hair shaft
is closed so you want to explode it more
so the way you explode it more is you
turn the I on switch off now it’s going
to go in and it’s going to explode the
cuticle so you’re going to have more
volume and so to two questions that that
evolved from that for me number one is
will you go back for a moment and
explain I on since of a good portion of
our audience is consumers and then is if
the net result of opening up the cuticle
like that is it damaging yes damaging
open epic you know can can can create a
lot of damage so the idea is when you’re
doing this you want to make sure that
you understand the idea behind it let me
start with ceramic ceramic is basically
it’s like clay it’s soft so it has a lot
of conditioning benefits to it where
tourmaline is more like crystals but yet
it’s broken up so it’s very powder so
it’s on the surface of the iron so what
happens is these negative ions what they
do is they help they break up the water
molecules dry the hair faster and at the
same time they close the cuticle giving
you more shine and more smoothness and
they control the dryness and the
flyaways so tourmaline right now is the
big one that’s really kind of hit the
industry in terms of hot tools and
understanding out
but basically it’s just broken up
crystal that’s really broken up into a
powder form and then what you do is you
actually putting this on the art plate
of an iron
so therefore what it does is these
negative ions when the heat hits it it
goes in it dries to hair faster in a
condition okay so it’s the combination
of really understanding the tools that
you’re using how to use them and how to
use them in conjunction with one another
yes and you know what go saying to
product is not an option it’s a
necessity
mm-hm product in there because product
is what’s going to help protect aside
from using the the proper tool I think
what got us in trouble is heat you know
we were led to believe the the stronger
something is or the hot or something is
the faster it’s going to drive the
better and is it better it’s going to
give the better results are going to get
but he is our best friend patty but only
when we’re in control mm-hmm
if only that little girl on YouTube
wouldn’t know that right you know he you
have to control the heat let me give you
an example and this is great for your
consumer audience to know when you have
when you have your color freshly done if
you take a blow dryer or a iron and you
turn it on hot you are affecting the
color molecules so anything that goes
over 392 degrees temperature of heat is
going to affect the color molecules so
people have got to be aware of that that
the idea of what what they’re doing when
they turn it on high the color molecules
don’t have a chance to adhere to the
hair shaft that’s why you have your red
stay your your briar color stay your
darker colors fate now blondes they
don’t have an issue because they they’re
not a deposit of color they’ve been
lifted right right will you deposit
colors when you hit it with three over
392 you are affecting the column color
molecules right the probability right
well and this this whole process I have
for you and your business is obviously
a bit of a shift in terms of putting
more effort into developing your
direct-to-consumer focus are you is are
you finding that there is more time and
energy that you’re putting into
educating the consumer about this
information oh yes I find that word
constant do it in my releases every time
I put a release out I’m putting two
releases out I’ll put a professional
release out and consumer release out so
what’s for example let’s say for example
the topic is about heat what it does
I’ll put a release out that specifically
speaks to the Salon Professional and
then I’ll take that same release rewrite
it so that’s understood by the consumer
so it’s a language that they understand
and they put that same release out but
obviously in a language the consumer
understand exactly trying to educate the
consumer in terms of awareness in terms
of everything whether it be a hot tip a
trick a hair hack or information
regarding tools information regarding
products etc as the as the industry is
evolving and consumers are having more
intimate relationships with brands how
what’s been the reaction of the industry
towards you including the consumer in
your education process well let me I’ll
give you a story I had a phone call from
an individual and he said Sam I’m not
going to be following you anymore I’ve
been following you for the past two
years I’m disappointed on what you’re
doing you’re posting your information on
YouTube you’re teaching the consumer how
to cut their hair mm-hmm so I had my PR
person reach out to this guy and I want
to do this on emails let’s talk so I got
his phone number we talked and I said
okay so tell me what are you upset about
he said well think about what you’re
doing you are actually teaching the
consumer to twist cut their fringe and
cut their own bangs
mm-hmm I said I said now let me explain
something to you there’s a reason why
I’m doing that first of all I just want
to say don’t worry about that person
because that person is looking for a
discount that person is the one that’s
going to come into your salon and ask
you to fix what they did I was concerned
myself with a person that’s in your
chair
I said you know you seem like a foolish
strong Swan professional I said don’t
think about that it goes well then why
are you doing it first of all I want you
to understand I’m a teacher as a teacher
I’m going to put things out there and
social media is a resource right now in
order for people to learn I said I need
you to get this there could be a
hairdresser out there who has three jobs
six children and he can’t or she can’t
go to an educational event and I’m going
to teach them first right right and when
I said that all the sudden there was
quiet he was very quiet and it was I
said are you there and I could hear him
simply and he was kind of like Sam I’m
really sorry he goes I never thought
about that
I said you know I said you have to
understand that the most important
important person is the person in your
chair don’t worry about what’s going on
around you I want you to play the game
of life don’t be a spectator be a player
mm-hmm right now what you’re doing is
your your your spectator your just
looking out around and about you and
that’s not any concern of yours
I understand one doing it because I have
the teacher I’m going to help every
Tessa’s I can and if the public wants to
try and do what it is I’m teaching I
guarantee there some things are going to
be able to do because I want them to be
able to do it yes there’s some things
that they’re not going to be able to do
and that’s where they come in and see
you and what a great opportunity as we
wrap up this segment and what a great
opportunity though because from the
standpoint of the hairdresser you’re
uplifting the profession but you’re also
engaging the consumer in a conversation
that’s got to be really powerful oh yes
you know I mean let’s face it as a
hairdresser standing behind the chair
their professional responsibility to
sport is to prescribe a referee’s and
recommend I think that what they heard
us you need to understand in today’s
world is price it’s what the consumer
pays and value is what they get that’s I
think the hairdressers need to ask
themselves what are you giving behind
the chair of its value and value is
knowledge I’m not talking about an added
service that’s right
right well we’re going to end this
segment and when we come back we’re
going to talk a little bit about Sam’s
perspective about where the industry is
right now and some of the concerns he
has about where it’s going in the future
so stay with us we’ll be right back
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positive people and radio unites no
healthy life dotnet hey welcome back
this is patty smoker and you’re
listening to radio a and B on healthy
life net I’m here with the co-founder of
Sam via and the global artistic
ambassador for Redken so I’m thrilled to
hear about where you’re going with your
reality program and really uplifting the
industry but but the beauty industry
you’ve got some concerns about where
it’s going right now tell us a little
bit about that yeah I’m going to be
concerned in regards to you know the
like the social media game has been
great in terms of what it’s done for us
and what it’s done for the industry but
my concern is in terms of the the ideas
of when I’m seen out there in terms of
the negativity meaning that I think
social is great because of what it’s
done for us in terms of being able to
readily access things like education I
also think that you find a lot of people
out there that are doing what they feel
is the right thing to do in terms of
what they post and how they post it but
what happens if you get a lot of
negativity from people and the
negativity is about I don’t like your
the look that you just posted it’s
negative I just think that you know it’s
unfortunate what what’s happening with
social media it’s created a very
competitive environment with artistic
criticism mm-hmm and it can be abusive
and it can be intimidating right and I
really think that what hairdressers need
to do is we need to understand that
we’re all in this together we need to
respect each other in an artistic way
and we need to promote the growth in the
evolution of the salon professional
industry and the way to promote
and grow it is to positive communication
well comments can fly from a computer
screen at smartphones and what the
originators forget Patea say that they
forget that the person on the receiving
end has felix that’s right you know
instead of breaking down stylist we need
to build each other up right you know I
had a young stylist in a beauty school
tell me that she’s going to leave the
research industry as a result of it she
was getting posting her her work on her
social media page for Facebook pages she
was just getting negativity and she said
I’m going to quit and I told her you
know I explained to her you know you
can’t quit you enter this industry for a
reason you can’t let people that hide
behind a computer screen effect you
right and because that’s what they’re
doing there’s a stocking so this work
now so I think you know it’s interesting
because the other side of social media
is it’s starting to affect show
attendance live education live education
attendance is down and I really believe
that the hairdresser needs to understand
you need those resources hmm
social media and you need live education
for example the analogy of college you
know the experience of going to college
and going to a campus you just can’t
beat that experience as opposed to
taking college online right it’s a
different experience right the the idea
of going to a show is an experience you
can get touched or you can get a lighter
light a fire underneath you and you can
get a lot light a fire inside of you on
YouTube you can’t ask questions YouTube
I can’t touch your heart on YouTube you
know I can touch your heart light a fire
underneath you on a live live show and
it’s three-dimensional and you can
participate if those are the concerns
that I have right now that’s going on in
the industry and and I think the the
whole idea to with social is that it’s
also given platform for people who
aren’t qualified to do I mean I’ve
watched some of these YouTube videos and
it blows my mind
to see people doing things like using
Elmer’s glue to wax their eyebrows or
you know some of these various haircolor
things it really is scary which leads me
to another concern that that you and I
had a chance to chat a little bit about
which is these regulatory issues around
our industry yes yes it’s very
unfortunate what’s taking place and and
on that in terms of you know I think how
cool would it be if you could go to you
could go to another state and work in
another state without having to worry
about your life its meaning that there’s
no reciprocation place to another you
know in other words like if I go to from
California to New York or to another
state there’s a possibility where I
might have to go back to school because
it requires more hours right right so I
think what people need to understand is
the the whole thing of deregulation and
you know well you know patty someone can
say is you need a license to do hair
period you know you have to have a
license peak why because of the the the
detestable accountable you know
knowledge it requires to be a
hairdresser I mean how can a consumer go
to a person that is dyed license and
they’re playing with chemicals to me it
just doesn’t make sense right well and
well and I know I know you’ve put a lot
of emphasis on us in terms of wanting to
upgrade you know who’s attending school
and really putting your tools actually
into student kits which is a huge
departure from what was done in the past
tell us a little bit about that well I
think you know schools are you know I
really big on schools on this whole idea
of you know because this whole licensing
effect it affects schools and then the
other side of schools is I really
believe that when I went to school the
tools that I had were unbelievable I
mean how could you
me to do what you were asking me to do
with the tools that you are giving me so
what we’ve done is a brand we are now
supplying to the schools were – with
Scrooge’s mm-hmm it’s really important
that these school kits I believe you
know a lot of schools
well the Sam they’re expensive well it’s
just a matter of getting the right
school of the right tools in in the kids
hands so that that way they can perform
what they need to do and then they have
a knowledge of what good tools are so
that’s what we started to do we really
is a ergonomics the tools that I’m
making are economically correct
one of the things that I’ve done is
created this year where the handle fits
the thumb naturally or you’re not
putting it in it the thumb and in a
position where it creates carpal tunnel
the blow dryer we made it so that it’s
very lightweight it’s less than one
pound so all of these things I’m taking
into consideration in terms of creating
the right tools that are going to add
longevity now the other side of schools
is we I’m a big I’m big on education and
I want to when schools purchase our
school kits it gives the school an
opportunity to create a culture don’t
around Sam via education so they we
immerse the students in an education
that’s ongoing because education patty
is what’s going to determine the
long-term success of their career as a
hairdresser well as a hairdresser
we must never cease to learn there’s
something always online always something
to learn so what we do is we offer
weekly online education you know our
passion is to learn and we want that to
be the passion of the students of the
schools what we offer those kids right
well and as we wrap up this segment I
think it’s such an important thing and
we’re going to talk in this next segment
about the educational focus and what
you’re going to be doing in 2018 but the
attracting the right people to schools
is really one of the key aspects that’s
going to help to upgrade the industry
so I love that the work that you’re
doing Sam we’re going to take a break
and we’ll come back we’ll learn a little
bit more about some of the effort that
Sam is doing in 2018 so stay with us
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radio your way healthy life net hi this
is patty smoker and you’re listening to
radio a and B on healthy life net I’m
here with co-founder of Sam via and the
global artistic ambassador for redkin so
we’ve been talking about the importance
of education and being able to attract a
better quality individual to the beauty
industry by having tools in their
student kits that allow them to really
enter the industry with the right type
of education tell us a little bit about
what your plans are for 2018 for the
industry regarding training well one of
things that we want to do is I’ve been
talking about live education obviously
we’re going to continue if we
participate and allow the saw the
professional events that take place
throughout the show circuit yet one of
the main things that we’re really trying
to do is we’re going to continue to run
a little bit more with our social
meaning that we are creating live social
events so let me give you an idea on
that I’ve been talking about live
education versus social and how both of
those are great resources and as the
hairdresser’s are both valuable but what
I want to do now is one of the things
that we did was we really did sound
educational sound bites short little
videos of educational sound bites that
would help care dressers behind the
chair they were tips and tricks now what
we want to do is extend that meaning
that every month we’re going to be
offering live education
line so we’re offering these Facebook
live seminars where it’s two hours long
and you can sign up you purchase a
ticket you’re given a code and you can
watch this at any given time they’re
held on weeknights were encouraging
salons to gather their people together
and have like a swan meeting and then
watch a haircut so the idea is is that
it’s part it’s interactive so you could
actually participate Patti and you could
ask questions
she one of the things that these these
videos and these things that were seen
online and everything is it’s or how-to
mm-hmm but you really can’t in her after
the house right so what we’re doing with
ours is for interacting so people can
you know I could say hey Andrea from
Chile she’s got a question and her
question is blah blah blah and then we
answer the question right and then they
get to see that recorded live so they
still get to hear the question they get
to hear the aunt they’re easier to hear
the question asked they get to hear the
answer etc so that’s something new that
we’re going to be doing and it’s you
know people have thoughts about
streaming live but this is a little bit
different in the fact it’s basically
where you like in Facebook and we
utilize you Facebook as a as a platform
to create this live interactive
environment and this whole blend though
I think is really awesome where you’re
utilizing you’ve got a very aggressive
20 18 live education schedule and I want
to make sure that we plug some of those
as well but the idea that you’ve got
pre-recorded information trips tickle
tips and tricks that you are both
consumer oriented as well as
professional orient starting to do these
Facebook lives it seems like you’re
really crossing over and getting a good
mesh so everyone can access it in these
various different types of ways but talk
for a moment about that live situation
because going to a show there’s nothing
like going
to a show not only lies you said because
you can you can ignite the fire but that
exchange between the people that are in
the audience with one another that’s a
really powerful piece as well don’t you
think oh yes it is
that’s what I mean let’s face it the
days are gone of Stand and Deliver
meaning I’m the teacher understand I’m
going to deliver the interactive
education is really at the forefront
right now advanced learning you know
interactive meaning question questioning
skills you know as a teacher you have to
have great question skills so as a
teacher now what I do is if somebody ask
me a question I fire back questions that
lead them to the answer because if I can
leave them the answer then they will
embrace it more and I make them the hero
not the hero right so I think
facilitation has really changed in terms
of what you’re seeing but the audience
is the way that they interact with each
other the way for example I might say
okay I might talk to for fifteen minutes
to show them something normally well do
now Patty’s all pause and say okay once
you turn the person that you’re sitting
next to and I want you to repeat what I
said mm-hmm
repeat it in your own way so let’s make
sure that we’ve got that anchor before
we move on then what happens is when I
come back it’s okay what questions
concern or comments do we have and boom
I’ll get questions I’ll get concerns
I’ll get comments that lead you on to
the next thing or allows you to clarify
so the audience is very interactive and
that’s exactly what I want to do on
those live Facebook lives is we want to
keep it interactive because that’s where
the huge learning curve happens yeah
absolutely and I know what are some of
the big shows for 2018 that you have on
your schedule
American Beauty America’s Beauty show
which is in Chicago at the end of April
premiere Orlando which is in June we
have the Redken symposium coming up in
January of 2019 which is huge I’m going
to Canada for a huge show in Toronto and
that is in May but there’s pretty much
every major show I’m pretty much at
so neat then I’m also very happy to
announce that I’m in fact with this one
program called leading lady where what
we’re trying to do is let’s bring the
ladies to the forefront you always see
these men on platform stages where are
the women
mm-hmm you know where are the Vivien the
tenders where are the best minorities
you know what we’re doing is leading
ladies is basically a panel that I emcee
and it’s ladies Adan Sassoon Tracy
Hughes Ginny Stevie let’s see you’ve got
these these groups in ginger boil mm-hmm
right absolutely and so why do you think
that it’s it’s been so male-dominated in
terms of Education in our industry
that’s a good question you know I I
really don’t know I mean I don’t see any
reason why it has to be I don’t know I
really don’t know I just think that I
don’t know I mean but it’s interesting
would love to see more women at the
forefront well and and and I think that
I mean this is a watershed moment in
terms of what’s happening in our society
as far as really empowering women and
giving women the opportunity to have a
voice so I applaud you I think it’s an
important attribute and really speaks to
one of the things that you mentioned to
me that’s very important to you and
that’s artists supporting artists yes
that’s one of the big movements where is
it’s about the artists hashtag artists
supporting artists came from my
education director Andrew Carruthers and
it was something where I kept talking to
him about the bashing on social media
and how we need to support each other
and he came up with ashtag and basically
it’s a movement to communicate in a more
thoughtful respectful way to promote
growth and evolution in the salon
professional industry it’s a movement
that embraces all sides of the industry
whether it’s rental Commission chain
outlets whatever it be it’s about
hairdressers supporting each other it’s
a movement to share knowledge with one
another and create a chain reaction of
positive information
and encouragement in terms of what the
industry has to offer so it’s about
upgrading and respecting and supporting
one another that’s wonderful all right
well we’re going to take a final break
and when we come back we’ll talk a
little bit more about where the San via
brand is going and other ways that
brands also can be supporting brands so
stay with us we’ll be right back
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hey thanks for staying with us we are in
our final segment this is Patti
Schmucker you’re listening to radio a
and B on healthy life net and I’m here
with co-founder of Sam via Sam via
himself the N who is also the global
artistic ambassador for Redken Sam has
been a great fun to talk about your
vision and where you’re going and the
importance of education for our industry
tell us a little bit about your brand
and what you see that’s ahead for for
your company the sentient brand is about
education and we just happen to sell
tools focuses education we believe that
everyone deserves education whether you
know no matter where they are it whether
it be rental Commission change it
doesn’t matter but I also felt that
tools needed to be offered that are
economically correct tools designed by a
stylist for stylist a dresser for
hairdresser you know that builds the
confidence and gives predictable results
that was one thing that I wanted to do
it with the tools the education side is
about you know keeping things simple I
really believe that communication builds
wealth and one of the things that we
wanted to do is if you notice a lot of
things that we post on YouTube a lot of
things that we post in social media we
post things that are simple we make it
simple and I think we’re doing things
right because we have over 165 million
minutes watched on YouTube our Instagram
is up to 750 5,000 followers so our
numbers continue to grow and it’s
because I think we are into this whole
concept of share share share artist
supporting artists brand supporting
brands and that’s one thing I want to
really want to do in 2018 is restore the
evolution of change in this industry
meaning that the industry change needs
to be more about supporting each other
and I
I’m just really I’m really big into that
in terms of what we’re doing and why
we’re doing it but the industry is
something you know I had the privilege
Patti of finding purpose to a lifelong
passion to teach and I found I found
great joy in it you know the opportunity
to inspire others to follow their
creative path you know the the whole
journey has been the reward for me I’ve
had the opportunity and good fortune of
working with many great artists and
mentors you know over the 35 years that
I’ve been in the industry I started when
I was 1 by the way the industry so many
people have shared so many things with
me and I choose to stand in front of an
audience motivated by the passion to
teach not a rock star I’m not a genius
I’m not a visionary I’m not an inventor
I’m a hairdresser who chooses to be a
teacher and who also chooses to create
tools that are economically correct and
stand behind those tools in a
professional way this works so much for
many talented individuals in our
industry and I feel lucky to be in a
position to pass it on to others and if
it’s amazing you know to be in this
industry
yeah and and but I’m wondering though I
mean you talk about with the style of
supporting stylists I love the whole
idea of thoughtful kind communication
but how do you plan to get brands
supporting brands that’s that see
there’s such a competitive nature in our
industry that’s a tough one mm-hmm you
know I’m going through that right now
I’m undirected but I did a photo shoot
and another brand was involved in the
photo shoot and then all of a sudden
people thought well wait a minute and
social media win minutes am not working
with redkin anymore you see how things
can just be so let’s take it mm-hmm but
it’s it’s uneasy it’s not it’s not going
to be an easy solution really is
but I want to be a voice out there and
say hey you know what if you don’t like
Sam Vyas shears then by Castro mm-hmm if
you don’t like regem than by matrix
right you know but as long as you’re
supportive or supporting each other and
you’re supporting a professional brand
right that’s what’s important to me well
and being educated and going back to
what we talked about at the beginning of
the show you have had so many years that
you’ve perfected your message and your
mechanism by which to engage people for
education now you’re having the
opportunity to expand that with your
voice to the consumer it sounds like
you’re in a place where you’ve got a
platform that allows you to engage
people to transform and change their
behavior yes and I really believe that
that’s come from a team I’m surrounded
by great people I really believe the
word team is made up of five words we
believe in each other and you know I
really believe that a successful salon
is not made a group of individuals it’s
made of a team of individuals hmm so I
think you know that’s basically you know
the heart of a hairdresser is is based
upon just the strong work ethic of of
the ability to continually innovate and
create and do it with passion well it
sounds like you’re the vision that your
parents had for you to whatever
profession you did in your life to do
with complete another focus and passion
that you’ve built your team around those
that that that ethos as well yes and you
know that’s important I’ve always you
know my dad one of the things my dads
shared with Macy said people by people
then they buy things hmm
you know if you can help people get what
they want you’ll get what you want
that’s beautiful say that again people
by people and then they buy things
that’s clean that’s why Nordstrom the
sorceress who has been trying to catch
up for years mm-hmm
it’s because the Nordstrom’s made the
connection in these right you know and
that’s
I’ve driven my company is you know make
a connection you know sell yourself as a
person and that’s what the hairdresser
needs to do behind a chair so yourself
as a professor as a salon professional
has so genuine concern for that person
sitting in the chair and you mentioned
it earlier in one of the segments that I
love that saying that you said that
price is what consumers pay and value is
what they get right I mean like I think
we’re the rules that I want to break in
salons is get the mannequins out of the
back room
want to see but you know there’s no
value in the back room and that’s what I
tell hairdressers get out of the back
room there’s no value there there’s more
value on the salon floor well Sam I got
a color processing for 35 minutes okay
so take that mannequin over to the color
this processing is showing how to do two
simple braids so how to cover up an
elastic on her daughter’s ponytail
that’s value absolutely and and and then
people are like I mean Sam you’re shown
or that how to do that but her hair is
that’s a pixie I’ll go yeah I’m going to
show that because I’m gonna make her the
hero of the family right you know you
don’t know she has daughters
granddaughters nieces but see it’s those
types of things Patty’s that create a
different vibe in the salon it creates a
different character in the front people
clients will go what’s that guy over
there doing this and he’s playing with
his dolls he’s showing the client how to
do a couple foot well that’s so cool
what he did I really like that wow
that’s cool that you guys do that right
and it transforms the experience in the
salon environment which again it goes
back to the consumer wants to be touched
so the more we can do to create that
experience and make it an impactful
experience the more value there is Sam
thank you we’re sort of running out of
time here this has really been a delight
to have a chance to share your vision
and where you’re going you’ve been such
a wonderful mentor to myself and many in
the industry thanks for taking some time
to be with us today it was a pleasure
Pattie and anything we can do to help
the industry club
great alright well that’s going to do it
for us today thanks for being with us
join us next week as we focus on
wellness with the director of education
of the wellness and beauty Beauty Center
from Universal companies I need a
limpkin I am Patti Schmucker thanks for
listening to radio a and B where we
think pretty is pretty important in all
things and beauty
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