FORMAT: Interactive and hands-on education

COST: $249 for a one-day class with a $100 voucher for GL Tapes certification

LOCATION: Chicago, with future locations pending

SKILL LEVEL: All levels

FOR MORE INFO:gltapesusa.com; 800-999-0809

It was all about innovating and elevating for the stylists at Great Lengths’ first-ever Elevate event on June 10 in Chicago at the InterContinental Hotel.

The one-day class focused on helping artists elevate their skills and profitability by using tape-in extensions, and growing their brands through social media and other strategies.

NAHA 2018 Hairstylist of the Year and Great Lengths USA Executive Artistic Director Danielle Keasling kicked off the day of inspiration with tape-in extension training, which included details on color placement techniques for attachment, servicing thin-haired clients, and instruction on extension cutting, blending and styling.

Before Keasling shared her expertise from the stage, Tom Buffano, Great Lengths vice president, welcomed the group and said the brand is seeing more people than ever before with thin, fine hair looking for full-hair solutions—whether that be for special occasions, such as weddings, or for looks that bring out confidence following cancer treatments. Because of that interest, educational events can help stylists increase their extension business.

“We all know: in this business, it’s the education that drives opportunity,” he said.

And with that, Keasling took the stage and for three-and-a-half hours she shared all her tips and tricks on tape-in extensions.

“If you can solve someone’s problems, they’ll listen to you forever,” Keasling said.

She shared that she was able to grow her business not by luck or chance but by education and practice. She learned early on that people are impulsive, so being able to provide services on the spot is a huge revenue driver, and game-changer for the client.

 “You have the power to change your clients’ day, and change their life really,” Keasling said.

To make the tape-in process as seamless as possible, Keasling suggests the following:

• Don’t overpromise. Honesty is the best policy. If you don’t feel confident that what your client is requesting is a good route, you are the expert on what will work. Not your client “It’s okay to say no.”

• Cut extensions as you apply them. Often, extension clients are so focused on length that they hesitate when you need to blend at the end of a service. Cutting as you go ensure a seamless result, rather than the longest length as the priority.

• Have a flat iron plugged in during the application process, so that any waves are smoothed as you work.

• Step back from your work to make sure it’s layered how you want.

• If the tape sticks to a stylists’ fingers, it loses its adhesive. To avoid this, use a pin curl clip or bobby pin to peel off the adhesive.

• If a client says her extensions hurt, listen to her. That means the extensions are too close to the scalp or there’s too much tension.

• If you hold hair up to a newspaper, you should be able to see the lettering in between the sandwiches. That means your density is appropriate.

• When using texturizing shears, the more teeth, the more blended the hair will be. The less teeth, the more visual texture there will be.

• Only use singles all over if the hair is really fine. Singles can offer pops of color, in addition to being great around the hairline, as they are lighter and allow for more movement. Sandwiches build density and can be combined with GL Tapes.

• GL Tapes and GL Tapes Plus can be used together. GL Tapes Plus are most effective when applied around more visible areas, such as the face crown and parting areas.

• Before sealing the natural hair onto the adhesive in a sandwich, make sure that edges are lined up perfectly.

• If you want more room for texture work along the ends of the hair, fan out the section as you chip into the perimeter.

The Great Lengths’ GL Tapes have the same Indian Remy Great Lengths hair found in the premium bonded extension products. The tapes come in more than 60 shades and four lengths, 10-,14-,18-and 22-inch, so they are adaptable for any client and result. And, the tapes can be used more than once and with proper care, they will last up to eight weeks.

After Keasling’s tutorial, Modern Salon’s Editor in Chief Alison Alhamed and Managing Editor Jamie Newman shared with the group how to build their brands via social media. They called social media the great equalizer and said anyone can grow their following their social media, especially through Instagram. Having an easy Instagram handle to remember, using hashtags, keeping captions interactive and using geotags are all keys to growing your following.

“Your location is so important to getting the right eyes on your work,” Alhamed said.

To wrap up the day, Angela Cattaneo, founder of Beyond the Ponytail, spoke on goal setting and growing your business.

Cattaneo told stylists it’s okay if they don’t know exactly what direction they want to go in. There is always going to be fear, you just have to go after what you want, and she shared that being specific when setting goals can really make a difference.

 “You have to want it bad enough,” she said.

To keep up with the latest from Great Lengths, be sure to follow @greatlengthsusa and for inspiration and tips following Keasling, @danielle.keasling.