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2. beauty
3. hair care

SciSSoRhANds
The Lee Stafford Newsletter
July / August 2012 Edition
1
CoNTenTs
WELcOme
New YOrk PReSS LAuNch
The Lee Stafford academy
academy OpeNInG PARTY
LEE’s NPD
AwaRDS
UK upDATE
DISTribUtOr NEWS
TOP SeLLinG PROducTs
PReSS
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3
5
6
7
8
9
10
12
13
WELcOme
2
WELcOme
Welcome to our brand new Newsletter! We have
given it a little stir so we hope you like it.
Scissorhands will now be circulated bi-monthly
so that we can keep you up to date more easily.
There is just so much going off in the world of
Lee Stafford, all over the globe, so we want to
ensure you hear as much of it as possible.
Please can we ask that when creating any new Lee
Stafford artwork you refer to the Brand Guidelines
saved on our ftp:
ftp://ftp.quantumbeautycompany.co.uk/Assets/Bran
d%20Guidelines/Lee%20Stafford/
Please also send a copy to nicola@qbc.gb.com or
natasha.andriotis@qbc.gb.com before going to
print.
We would like to thank you all for the fantastic
contribution to the content of this newsletter.
We have absolutely loved compiling all of the
exciting news and projects that have taken place
over the last month.
We love to see any Lee Stafford marketing or
promotional material that our distributors have
produced or are looking to produce, it’s a great
way to share ideas and to see which methods
work well for the brand.
Above from left, Rachael Meadowcroft and Natasha Andriotis
on a factory visit to QBC’s wet goods manufacturer, Mibelle.
Natasha & Rachael
New YOrk
PReSS LAuNch
3
The Story so
far…
February 2011
ECRM Conference in Italy
Initial meeting with Duane Reade and
ULTA.
February 2012
Trip to Chicago
Meeting with ULTA - Decision made on a product range
June 2011
Trip to NY
Following ECRM conference, QBC met with buyers at
Duane Reade and decided on a product range for
them
February 2012
Lee Stafford product
launch in ULTA and
Duane Reade!!!
May 2012
Lee
Stafford
Press
Launch NY
Following our February product launch into the
US at Duane Read and ULTA stores, the troop
from QBC and nbpr took Manhattan by storm in
May with an exclusive press event. This included
one to ones with journalists, in store promotions,
prize draws, demonstrations...and a few tears!!!
New YOrk PReSS
LAuNch
Lee, Graeme, Jacqui, Nancy and Daisy pulled out all
the stops to make this a success. We would also like
to say a huge thank you to Kathy and Pippa from
Potter and Moore, as well the team at CorbinHillman (our US PR agency) for making this all
possible.
New YOrk
PReSS LAuNch
Behind the scenes…
Held in a BEAutiful loft
penthouse – apparently an ex-music house that
Billie Holiday used to go to, the press launch was
an exciting event. Lee wowed the crowd with his
signature DIY haircut…this is a haircut whereby Lee
simply tips the models head upside down, ties the
hair into a ponytail and chops across at a desired
length. He then unties the ponytail and the hair
falls naturally into styled layers and a fringe. There
is no sectioning or measuring step by step, it’s all
done in one swoop.
Although the shock reduced the lovely
model to tears, she was soon smiling
sweetly once she’d had a good look in
the mirror and was very pleased with
her new look. The event was made
even sweeter with signature pink
M&M’s!
Since then, the press has been hot on the Lee
Stafford range. One blogger said, “From shampoos
and styling products to hair growth treatments,
Stafford and developers have spent years crafting
the line referred to as The Pink Range. With names
such as Messed Up and Ruff As You Like It, each
product is an example of Stafford’s signature edgy
style”. Another said, “I love the fact it contains
Argan Oil. The smell, non-greasy feel and the
benefits”.
4
In Store Events…
We don’t have many chances to meet our
customers face to face, so when we held an in store
event at Duane Reade, it was great to have this
opportunity. Lee was able to advise customers one
on one which products suited them best. One lucky
lady even won an entire hamper’s worth of
products in a prize draw. She was chuffed to bits
saying, “I’ve never won anything in my life! Thank
you so much!!!”
What’s Next?
The team went back to New York on June 19th, and
Lee had the opportunity for some more on stage
demonstrations. This time though, he teamed up
with Hollywood hair stylists Sally Hershberger and
Frédéric Fekkai at the HBA Global Expo. We will fill
you in on the gossip from this event with our next
Newsletter.
The Lee Stafford
academy
5
A story in pictures of how the Lee Stafford academy came together…
How we got from this…
To this…
…With a lot of team work and great minds coming together…
academy
OpeNInG PARTY
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academy OpeNInG PARTY
Lee’s opening speech was
incredibly moving as he
explained his inspiration
behind the Lee Stafford
academy. He told the crowd
how he wants to give young
professionals the best
opportunity possible for a
good education. He wants
them to be armed with the
right tools to go into the
workplace. This is something that Lee didn’t have
access to when he was starting out as a hairdresser.
For this moral, rather than commercial reason, he has
put all his efforts into opening the Lee Stafford
academy on 28th June 2012. The academy offers the
crème de la crème in government NVQ and refresher
courses for up and coming hairdressers. A National
Vocational Qualification is the standard British
curriculum for hairdressing colleges. This is the
certificate that British students will finish with after
attending the academy. Overseas students will be
able to attend the academy on a shorter course,
details of which have yet to be confirmed.
Above: Lee with his dad
Above: Cake made by
Chelmsford college
students
Chelmsford college threw a
remarkable event to unveil the
Lee Stafford academy. The
design of the salon is in true
quirky “Lee” style, with ornate
picture frames, chandeliers, a
pink reception desk that
reminds us of a flying saucer, a
beautiful, velvet sofa, pink
hairdryers and so much more.
In fact, there is not a single
corner of the salon that
doesn’t have
its own special
character.
The technical area, where
students learn to colour
hair, is called “The Garden
of Colour” and is
beautifully laid out with
artificial bushes, grass,
flowers and birds. This will
be a very inspiring place for
creative students to learn.
Above: The Garden of Colour
LEE’s NPD
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LEE’s NPD
NEW: BREaKiNG HAiR DeTaNGLiNG SPRaY
Knock out NastY Knots with this Light,
Moisturising SPRaY!!
Over-processed hair is a knotty nightmare, and
can leave you with a tangled mess of knots
after washing or swimming. This light weight,
moisturising spray will help to detangle your
bird’s nest of a barnet, making brushing more
bearable and saying bye bye to knots for good!
NEW: SUN KiSSeD LiGHteNING SPRaY
A gradual lightening spray to bring out the
Golden Goddess in you. Suitable for 4 all
HAiR SHAdES!
Take charge of your colour with this citrus
infused lightening spray for all hair shades.
For all you cool cats out there who dare to
look like they've stepped off the catwalk with
dip dye or ombré hair, it's never been easier.
Or for those who like to give their hair a little
spruce between salon visits, this is the
perfect formula. 1 bottle = 4 looks: lighten all
over, ombré, highlight and root touch up.
Above: ombé hair style
N.B Please contact natasha.andriotis@qbc.gb.com for more
information. Available in August 2012.
RELAUNCH: MaTT FAT SHAGGy teXturising
Paste Create
Create BiG, scruffy and MaTT
HAiR!!
Matt Fat Shaggy Texturising Paste is my
revolutionary styling product for messy,
matt and hot hair, that still feels like hair!
This quick drying, non-sticky styler will pad
out hair to give more volume and leave a
messy, matt finish. Step aside shine - hello
scruffy, shaggy hair! No one will even
know, your style will look super sexy, so
effortlessly.
NEW: ArganOil™ from MoRocco Miracle
SHiNE SPRaY
For the smoothest, silkiest, shiniest hair yet!
This luxurious, light weight, silicone-free,
glossing mist with Pro-Argan™ complex is the
perfect finishing touch to compliment the
rest of ArganOil™ from MoRocco range.
Whether your hair is straight, curly, thick or
fine, it's all gravy baby. Use this as a finishing
spray and you'll feel a million dollars! Sparkle
away.
N.B Don’t forget to let us know if you are interested in
ArganOil™ from Morocco sachets!
AwaRDS
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OuR AwaRDS BOARd Is GrOwING!
UK upDATE
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UK upDATE
Lee’s Loyal Fans
When Lee posted a Twitter challenge to his
fans to send him pictures of their Lee Stafford
haircare collection, the response was
phenomenal! The pictures speak for
themselves…
DISTribUtOr
NEWS
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DISTribUtOr NEWS
New Zealand
18th June
We are extremely excited to say that Lee
Stafford hair care has now been
launched into 55 Farmers stores and
selected pharmacies across New
Zealand! QBC would like to welcome the
team at Garry Harris Limited into the Lee
Stafford family.
Image left: Advertisement created by QBC for Farmers NZ
Romania (Douglas, dm,
Sephora, Marionnaud),
Slovenia (dm drogeriemarkt
stores) and Poland
(selected HeBe stores) are
also going to be launching
very!!!
Norway
Ran a great sales
competition among their
sales staff! The top 3 stores
with the highest sales of
Lee Stafford products won
the opportunity to come to
London for 3 days. One
sales representative from
each store came over to
London, had lunch with Lee
and also had a haircut by
Lee.
In addition, Vita, our Norwegian distributor, gave
away 50 goody bags to all the staff in the stores
that came in the top 10 for sales.
DISTribUtOr
NEWS
Norway
Vita organised a fun competition with Side 2, one of
Norway’s most popular web pages. Readers were
asked to upload a picture and tell us about their
favourite hairstyle. In the end 189 girls uploaded their
picture. The winner, Agnieszka, got a makeover in a
Lee Stafford Salon in Oslo and all 5 finalists got a Lee
Stafford Hair Dryer and a styling product.
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Germany
Display manufactured by
our German distributor,
SA.G Group for Parfumerie
HELA in Metzingen.
Norway
VITA ran a fantastic
campaign whereby if
customers buy 2 Lee
Stafford products, they
received the third free.
This lead to a 55% increase
in sales.
Hungary
Douglas Magazine ran a
brilliant promotion where
customers received 15% off if
they bought 2 Lee Stafford
products. They found this had
great results with 15-20 extra
orders thanks to this
advertisement.
TOP SeLLinG
PROducTs
TOP SeLLinG PROducTs
We asked all of our markets across the world, which
of the Lee Stafford products was their number one
selling product…
AND THE WINNER IS…
ORiGiNAL Dry
ShaMPOO
The biggest
seller in these
markets:
Sweden
Czech-Slovak Republic
Belarus
Russia
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11
Other top sellers…
HAiR GRowTH TREaTMENT
USA
UK
Germany
POKeR STRAiGHT FLaT iRON ShINE MiST
Hungary
Malta
my BiG FAT Healthy
HAiR SHaMPOO
Iceland
Dubai
Arganoil™ from MoRocco NourisHing Miracle
OiL
Denmark
MeSSED uP
Holland
PRESS
Norway
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Australia
Germany
South Africa
PRESS
Dubai
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PRESS
15
Brazil
Russia
PRESS
16
USA
PRESS
17
Czech & Slovak Republic
PRESS
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18
Czech & Slovak Republic Cont’d
PRESS
19
Sweden
PRESS
20
Ukraine
PRESS
21
UK
PRESS
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UK Cont’d
Thank you for reading the Lee Stafford
Scissorhands newsletter