"I am obsessed with learning," Redken's Education Artistic Director, Sam Villa told me while he prepped for Redken's 2013 Symposium taking place in Las Vegas. "It is critical. We must learn to do things a different way. You have to understand the world is changing. One of the most important things is to learn how to get the conversation going with your clients. Instead of saying 'versatility', say 'double identity'...instead of saying 'let's do something assymetric', say 'let's tilt your haircut slightly'. It's all about how we present ideas to our clients."
Adds Villa, "Clients are looking for added value today and want the stylist to bring something fresh to each service."
Villa believes every salon professional should devote both time and money to attend advanced educational events, including classes and academies. "There is NO 'I can't afford it'," he says. "You have to take the time to invest in yourself."