Sandra Humphries, Vice President of Education, Salon, for Kao USA Inc., announced that Patrick McIvor has joined the company as Artistic and techniCulture Director.
One of the best-known social media gurus in the hairdressing industry, Patrick McIvor will be developing the education programs for the Goldwell® and KMS® California brands to incorporate technology with technique and culture, a concept he has coined “techniCulture.” He will also work with the Goldwell and KMS California brands on building salon business through the strategic use of social media.
Over the course of more than 27 years, McIvor has built his career as a color director, international hair color educator, salon owner, national technical training manager and artistic director at several professional hair color companies, but has concentrated his specialization on salon-based hair color education and social media.
“The next evolution of our industry is going to be driven by technology and culture, or what I like to call ‘techniCulture,’” says McIvor. “I’m excited to work with the Salon team at Kao USA to help shape the future of our industry. Technology is changing the way salons work. It’s no longer about focusing on a celebrity picture and trying to make a guest look like someone else en masse. It’s about individuality and using technology to communicate cool elements from various graphics to create a unique look for each guest and share your work with others.”
“With the addition of technology,” McIvor continues, “Stylists can use mobile apps to show clients new colors and cuts, as well as how they could actually look on the client. Stylists can pull and post images from social media sites to evoke certain styles and communicate trends – the possibilities are endless and it helps keep the focus of the consultation on the guest, not a picture.”
“One of our goals for 2013 is to increase our digital and social media presence. We were attracted to Patrick because of his social media following – it’s impressive – and, because it’s digital, it’s quantitative. Like us, Patrick is very forward-thinking, and he has the means to share his progressive ideas with stylists in a way that they can understand, immediately apply, and measure,” said Humphries