When Steve Goddard founded Pravana, he wanted to create a company that avoided some of the pitfalls of large corporate structures and, instead, develop a nimble, quick-to-respond culture that thrived on innovation. Today, Pravana continues to introduce breakthroughs to the marketplace, most recently heat-sensitive “Mood” colors to their Vivids range for a limited time. And to keep pace with stylist’s demand, Pravana education continues to grow under the direction of key team members: Director of Digital Marketing, Caisa Airmet, Product Development Manager, Lissette Cruz, SVP of Sales and Education, Michelle Chandler and Director of Education, Dee Mefford. On the day before Mood colors officially launched, MODERN spoke with Airmet and Cruz about how their educators reach the stylists and about their Color Collective, a small team of talented colorists who caught their eye on social media.
Introducing the Pravana Color Collective – The brain child of Steve Goddard, the founder of Pravana.
Steve wanted to create a company that didn’t follow the “cookie cutter” structure of most large corporate companies. No, Steve thought up something much different. An industry culture that was nimble, quick to respond and thrived on innovation. Since it’s birth, Pravana continues to follow this mindset. Continually introducing break throughs to the marketplace. One such example is the recent release of the “Mood” colors into the Vivids range – for a limited time.
This leads me onto the Pravana Color Collective. Education is a prime key in running a successful business, a successful salon. Steve recognised this demand and formed an elite education team.
These members include : : Director of Digital Marketing, Caisa Airmet, Product Development Manager, Lissette Cruz, SVP of Sales and Education, Michelle Chandler and Director of Education, Dee Mefford.
The team was assembled after gaining Pravana’s attention via social media and through their annual “Show Us Your Vivids” competition. This is an event where stylists submit examples of their work along with a video. A selction of lucky entrant are invited and must attend training events that include comprehensive color theory, product knowledge, as well as presentation and social media skills.
“Once you become a Pravana educator, how you will represent the brand is determined by your knowledge, ability to present and leadership,” Cruz says. “The more people we have out on in the field, the better hairdressers will become. They will use the product better, their results will be better, and they will have the necessary information to pass around.” Says Chandler, Cruz and Mefford, the trio that directs these educators.
Color Collective members are placed throughout the country. The team members each have a definite personality and individuality which Pravana picked up on.
“We have come to see that Instagram has really become a resume for stylists these days, and we absolutely research profiles and watch videos to determine if style and voice fits our brand,”Airmet says. “Color Collective members are essentially brand representatives for Pravana, and we truly look for the full package. Our members are creative, team players, well-spoken, social influencers. Pravana is a small team doing big things; we act as a family and Color Collective is an extension of that family so we take a lot of time and do a lot of research to make sure it’s a good fit.”
Presley Poe who has a massive following on Instagram is also the head colorist for the Pravana Color Collective. Her vast knowledge and skill set sees her offering leadership and advanced education. Pravana marketing focus on trends and spikes and determines which Color Collective artist would be best suited for a specific audience. A tailor-made experience if you will for those people who want to experience Pravana for themselves. Special events are organised with brand ambassadors with a Color Collective members teaming up together.
Want to get noticed by Pravana? Do what the best have done, much like Taylor Rae did. She studied what Pravana did on Instagram, what type of photos they posted, how watermarks were displayed and followed suit, hashtagging #Pravana with her work.
Pravana also welcomes those artists who would like to send their work in via email. Reach out to Pravana at socialmedia@pravana.com,” Airmet says. “Social media platforms have become so large and we absolutely want to hear from stylists. No closed doors over here. If you feel you are a great candidate for the team, let us know why. We’d love to meet you.”
Pravana Color Collective at a glance:
Presley Poe @presleypoe, Portland, OR
Poe has advanced Pravana education and has been selected to act as Head Colorist for the Color Collective.
Jay Rua@jayrua_glam, Las Vegas, NV
Rua, a salon owner, has been a long-time user of the Pravana ChromaSilk line. He films and edits his own widely-viewed educational videos for Instagram.
Jordan Yanatos@pinupjordan, Scotia, NY
Yanatos has her own salon specializing in mermaid makeovers with Pravana Vivids shades.
Taylor Rae @taylorrae_hair, Denver, CO
Rae is skilled with photography which carries over into her social media, and has a vast knowledge of Pravana.
Kayla Boyer@kayla_boyer, Minneapolis, MN
Boyer was recently featured by THE Instagram, the first hairstylist to be featured on their page.
Neal Malek@nealmhair, Orlando, FL
Malek was the winner of Pravana’s 2016 “Show Us Your Vivids” Contest. He is known for his incredible color combinations.
Chita Beseau@chitabeseau, Las Vegas, NV
Beseau also came to Pravana’s attention through “Show Us Your Vivids” and is applauded for her work with pastel shades.
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