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Daring To Be Different

When it comes to innovation in the hair industry, extensions would not necessarily be at the top of everyone's list. With a reputation that has been overshadowed in the past by media stereotypes and a sector which has become saturated with dozens of competitors imitating rather than innovating, the added hair market was considered by some to be uninspiring. Until now.

Transformational Training

Recognising that knowledge gives hairdressers the power they need to make their business a success, in January 2005 Hairaisers launched a training course. But true to form the company made sure that this would be no ordinary educational programme. Conscious that their competitors charged several hundred pounds for training that would only teach one method, Hairaisers dared to be different. As well as charging just £200 + VAT for a full day of training, the company also decided to teach three methods in one day, thereby providing hairdressers with better value for money and enabling them to offer a wider range of services within their salon.

Despite the success of the course, which has seen hundreds of hairdressers coming from as far afield as Malta, Rehmann still believes it's important not to rest on your laurels.

"Since we launched the course in January, the response from hairdressers has been fantastic. But as a forward-thinking company we believe it is important to listen to our customers' needs and find ways to consistently enhance the training services we provide.

"So we carried out some independent market research to find out delegates views. 96% of hairdressers attending THREE said they would recommend the programme to others, but they felt that running the course in the North of England was also important. So we added a new training location in Sunderland to satisfy this need. The results have been so incredible that we're now working on new ideas to help build on this success".

Quality Control

Whilst some of their competitors choose to focus on boosting their sales figures at the detriment of quality, once again the new management team at Hairaisers decided to go against the grain. Being very concerned about quality, they insist on regular and stringent quality control, and frequently visit the hair factories in China to carry out spot-checks. Anwar took a trip there himself in August and whilst we were tucking into our turkey last Christmas, he was patrolling the factory floors to ensure that every packet of hair was up to scratch.

This attention to detail has clearly paid off. Their range now boasts 170 different hair extensions and hairpieces in over 150 colours and 16 different lengths. At the top of the quality tree is their Remi hair extensions, which represent the ultimate in luxury. As one of the highest grades of hair currently available, it is hand-processed using only the finest quality 100% human hair. In addition, unlike standard types of hair extensions where the natural cuticle is stripped, the cuticles in Hairaisers Remi hair are left intact then aligned with both the roots and points running in the same direction to give the hair a smoother, more natural look. By offering a premium Remi line as well as their high quality human hair range, the company has helped to ensure that it provides extensions to suit every client and every pocket.

Afro Market

Knowing that Afro-Caribbean salons pioneered the use of extensions long before their popularity exploded in the mainstream, Hairaisers also works hard to cater for the needs of discerning black women. To cement this commitment, the company is forging relationships with progressive hairdressers including multi-award-winning salon group Hype Coiffure.
Earlier this year Hairaisers worked with the salon's extension team which includes Black Beauty / WAHL Hair Awards Weave Stylist of the Year 2004 Lila Quaynor and Weave Stylist of the Year 2002 Schola Rose. Together, they produced a stunning photographic collection to show women and hairdressers how easy it is to achieve beautiful, natural looking results using their products. The feedback has been amazing. Stunned that an extension company would take the time and money to invest in such high quality images that hairdressers and consumers could aspire to achieve, an increasing number of salons have been attracted to the brand's innovative approach, and sales figures are soaring.

Superior Support

Aware that the customers are the reason for their business, when joining Hairaisers, Rehmann and Anwar also decided to place the focus firmly on the people that really matter. As well as investing in marketing campaigns, photographic shoots, exhibitions and award sponsorship, to increase the profile of the brand nationwide, they also assist their customers with local advertising and provide them with the promotional materials needed to attract customers.

The Future

In a little over two years, the new management at Hairaisers has increased their product range, enhanced the quality of hair, launched a professional training course, and invested in the Afro market as well as a customer support programme. All of which has produced outstanding results. But despite this amazing and speedy success, innovators Anwar and Rehmann still have plenty more to give.

"Over the past two years Hairaisers has accomplished a great deal, but there is still more that we wish to achieve. We're still as committed as ever to providing our customers with the finest hair and the best levels of service to ensure that we are always at the cutting edge." says Anwar.

And with an extensions aftercare range on the way and their product portfolio constantly increasing, the Hairaisers brand name is sure to become and remain synonymous with extension innovation for many more years to come.