amika Pro Education Handbook 2016

where fashion meets artistry Pro Education2 015 ——2 016

Program Overview Artistry is what brings amika to life Artistry is what brings amika to life. While some brands may specialize in color or cutting, amika brings the art of hairdressing to the forefront; from session & editorial styling to show-stopping, avant-garde hair. With fashion being the birthplace of all trends, each season we delve the runways on New York Fashion Week for inspiration. Our Artistic Team creates a collection of looks designed to capture the essence of the season—delivering them to salon professionals worldwide. With ever-changing trends and the emergence of new techniques, constant education is vita to the success of today’s industry professional01

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Naeemah LaFond amika Global Artistic Director Driven by an unwavering passion for the art top models. Naeemah has traveled the Globe of hair design, Naeemah LaFond is one of the (France, Germany, Britain, Norway, Sweden, industry’s most sought-after editorial stylists and Guatemala, Denmark, Honduras, El Salvador, educators. Growing up with New York City as and Iceland to name a few) as a Platform Artist her playground, and with constant exposure and trainer, sharing her techniques and training to the city’s vibrant art scene, Naeemah had up-and-coming Session Stylists. Her work has been introduced early on to the concept of self- been featured on the pages of Cosmopolitan, expression—ultimately using a comb to sculpt her Elle, Allure, InStyle, Glamour, and Teen Vogue, creations. Naeemah’s focus is in creating works among many other international fashion of art through High fashion Editorial, Special publications, and has been named one of the Occasion, and Avant Garde hair styling. She has industry’s movers and shakers by lead trade been at the forefront of the booming blowout publication, Beauty Launch Pad. Today, as trend as a lead educator for the first blow dry Global Artistic Director for amika, Naeemah bar in the US, traveling througout Europe to has fused her love for the art of hairstyling with teach stylists the art of the perfect blowout. She her passion for education. She has created and is a regular face behind the scenes at NYFW implemented the brand’s educational curriculum, working her magic on the strands of today’s performs as a Master Platform artist at trade shows around the world, and creates the looks behind the brand’s campaigns that are released every season. In all that she does, it is evident that Naeemah lives and leads by her favorite quote: “Live as if you were to die tomorrow. Learn as if you were to live forever.”03

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Education Menu Dive Into Amika 07 09 A Product Knowledge and 11 brand introduction class 13 15 Bombshell Blowout 17 A Luxury Blow-dry class & pk on the products used Retro Red Carpet An Updo and finishing class & pk on the products used Master Braiding An advanced braiding and styling class & pk on the products used Runway Bride A modern bridal updo class Express Classes05

Specialty Classes & Events 2015 / 2016Backstage Pass with Naeemah Lafond 19A master class in runway hair stylingand portfolio buildingDestination Nyfw 21 Pro EducationModels Needed Tools NeededFor All Hands-On Classes For All Hands-On Classes:For best styling results and understanding of the Curling wand 1” & 1.25”, Flat iron, Blow dryer,techniques, each attendee must bring a Long carbon tail comb, med round brush, boar/nylonhaired model. Hair length past the shoulders and grooming brush, paddle brush, 5 sectioning clips,without straight across bangs is best. Side swept 10 pincurl clips, long & short hairpins and bobbybangs are fine. If unable to secure a model, a pins, small clear rubber bands, 4 thin ponytaillong human hair mannequin (24-26” minimum) holders/bands.and a stand will be suitable as an alternative. 06

Dive into amika A product knowledge and brand introduction class Class Details This class includes a thorough presentation 1–1.5 Hours on the brand, and detailed breakdown of the Look and Learn complete line of products and tools. Product demonstrations and cocktailing, as well as Suggested Price proper tool usage and techniques are also Contact your local included. amika distributor for pricing and schedules Maximum Attendees Unlimited07

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Bombshell Blowout A luxury blow-dry class Class Details Not all blowouts are created equal! Learn to 3 hours master the bombshell blowout with advanced Hands-on techniques straight from the high end salons of NYC, where the blowout was born. With these Suggested Price techniques under your belt you will be able Contact your local to compete with the best. Your head turning amika distributor for blowouts will become the look that your clients pricing and schedules are craving between their cut and color services. With these new skills, you will be providing a Maximum Attendees salon menu item that will become a necessary 15 luxury that your clients can’t resist.09

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Retro Red Carpet An updo and finishing class Class Details Learn to create formal looks that are inspired 3 hours by the emergence of iconic vintage styles on the Hands-on red carpet. Master the art of the perfect retro wave (2 ways!) and use this as a foundation for Suggested Price your glamorous updos. These classic hairstyling Contact your local techniques combined with modern finishes amika distributor for and pinning methods will work to create show pricing and schedules stopping looks that will have you completely booked throughout the year for all special events. Maximum Attendees 1511

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Master Braiding An advanced braiding and styling class Class Details This advanced course in braiding will help you to 3 hours create beautiful on-trend looks that go beyond Hands-on the typical 3 strand braid. In this age of social media, your clients have access to images of the Suggested Price most up to date braids from the latest runways Contact your local shows, red carpet events, and even their favorite amika distributor for beauty bloggers. Stay on top of the trends and pricing and schedules have your clients walk out of the salon with the coolest and newest braided styles. Maximum Attendees 1513

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Runway Bride A modern bridal updo class Class Details This is a course offering intricate, yet effortless 3 hours wedding day styles that are sure to make a Hands-on lasting impression on today’s trendy bride. These looks will help to boost in-salon profits by Suggested Price keeping stylists at the forefront of the fashion- Contact your local conscious movement in the bridal beauty amika distributor for industry. Learn to master the art of the perfect pricing and schedules chignon and wedding day waves as we take you from foundation to finishing. Maximum Attendees 1515

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Express Classes Class Details These classes are condensed versions of 3 of our 1 hour core styling classes, and are designed to fit the Hands-on needs of salons that have limited time allotted for in-salon education, or those looking for a Suggested Price sneak peek into the amika education program. Contact your local amika distributor for Express Red Carpet pricing and schedules Includes 1 vintage wave technique demo and Maximum Attendees customized PK 15 Express Braiding Includes a cobra braid demo and customized PK Express Updo Includes 1 textured chignon demo and customized PK17

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Backstage Pass with Naeemah Lafond A master class in runway hair styling and portfolio building Class Details amika’s Global Artistic Director, Naeemah 8 hour full day LaFond, takes you on a journey of unconventional Hands-on thinking as she works to sculpt her catwalk-ready masterpieces. Her work has been featured on Suggested Price the pages of Cosmopolitan, Elle, Allure, InStyle, Contact your local Glamour, and Teen Vogue, among many other amika distributor for international fashion publications. Known for her pricing and schedules artistry in finishing techniques, LaFond excels at combining foundational skills with improvisation Maximum Attendees to create astounding looks that are sure to take 15 your portfolio to the next level. Glamorous hair is LaFond’s theme, as she teaches 3 styles that can go from runway to real life. Everything from intricate braids to detailed sculpting techniques are covered in this class—all while inviting and encouraging her students to tap into their own inner artist. With her approachable style and expert advice, Naeemah LaFond leaves you walking away inspired and ready to dive into the world of fashion hair styling.19

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Destination NYFW Every September, stylists from all over the What people are saying world flock to New York City for our annual 5 day educational event, Destination NYFW. “amika’s Destination NYFW exceeded every The hands-on experience includes four days of expectation. I loved every minute of the education with our Global Artistic Director, an education with Naeemah LaFond.” editorial-style photo shoot, social events and the chance to work with the amika team backstage “Amazing!” styling at a New York Fashion Week show. Destination NYFW is not only an invaluable “The photo shoot was an invaluable experience, learning experience for stylists looking to grow and I loved getting my work photographed. their careers, but it’s also a chance to connect It was amazing to get the creative freedom to with the amika team and with stylists from all expand upon the hair looks we learned during over the world. education.“ For more information please visit “Working backstage at NYFW was a challenge— http://www.loveamika.com/nyfw and I loved every second of it.” “Best week ever!” “Working backstage at the fashion show with amika was the best part of Destination NYFW. I loved the adrenaline rush of styling hair for the models quickly, helping one another out together to create the looks, and being kept on my toes.” “Destination NYFW is the ultimate experience for hair stylists who are looking to expand their skills, portfolio and bond with the amika team.“ “I loved everything about the Destination NYFW experience, but if I could change one thing about it, I would want the event to last longer. Four days with the amika team just isn’t enough!”21

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Going Global 35 countries and counting!23

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Class Photos25

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Follow Us27

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Educators Wanted amika is looking for inspiring and talented Hair This is a part-time freelance position meaning that Stylists to join our Pro Artist Team as regional educators are informed of any upcoming in-salon educators. As an amika regional educator you classes in their area beforehand so that they can would teach hair styling classes, visit salons to inform us of their availability. All amika educators educate them on our products, and participate receive extensive training on the brand and the in events, as needed. Our classes are inspired by class curriculum. The amika Pro Team is an elite runways worldwide, and are intended to bring group of stylists that are very hard working, the latest trends and techniques in the world of passionate, and humble—Perhaps you would be fashion styling to all hair dressers. Our curriculum a perfect fit. includes classes such as Bombshell Blowout, Retro Red Carpet, Master Braiding, and Runway Bride. All Amika Educators Are In An Exclusive Contract And Cannot Represent, Teach, Or Train For Any If interested in being a part of the amika Pro Artist Hair Academy, Hair Care Line Or Hair Team please submit the following in one email to [email protected] for consideration:29

2015 / 2016Video Casting Work Examples Pro EducationAll interested applicants must demonstrate their A link or attachment to images of your editorialskill level prior to being considered. Please work, bridal work,create a tutorial video demonstrating 2 looks updos, and long hair styling(max 15 minutes total). Your video should includea beautiful updo and advanced braid of your Licensechoice (please prep the majority of the curls orwaves for your updo before-hand. We want to All applicants must hold a valid cosmetologysee the dexterity in your sculpting and pinning license.work as well as your braiding techniques). Weare not only looking for the best styling talent Transportationacross the country but also for candidates withpersonality, professional appearance, and those All applicants must hold a valid driver’s licensewho are comfortable speaking in front of a and have a reliable vehiclecrowd. Please introduce yourself at the beginningof your video and tell us why you want to be an Emailamika educator! The subject of the email should be the regionResume that you are applying for. For example: ‘Albany Educator’ (all educators are trained and hired toA resume in word format work for the region for which they are applying).Head ShotIt doesn’t have to be professional head shot;a standard picture is fine 30

amika 300 Meserole Street call 1 718 599 1375 Brooklyn NY 11206 fax 1 718 599 2282pro - educa [email protected] w w w.l ove a m i ka.c o m instagram.com/love_amika pinterest.com/loveamika facebook.com/loveamika youtube.com/amikanyc twitter.com/love_amika blog.loveamika.com