2 June 2023

AW21 Tribes: Warren Boodaghian HOB Academy

“We are all part of a tribe – from the clothes we buy, to the politics we believe in,” explains Warren Boodaghian. “Being part of a tribe is important, especially at the moment, as we identify with other kindred spirits who listen to the same music, are interested in the same issues and share the same style choices. Even if we’re isolating or away from friends and family, we can all feel like we belong to a tribe through other aspects of our lives. And whichever tribe they belong to depends on the hairstyle, hair colour and product we should be offering our clients. Identify their tribe and they will repay you with their loyalty.” Here is a closer look at Warren’s AW21 Tribes:

The Activist 

The Activist is aware of the planet and the environment around her. Her lifestyle involves research, because she already embraces organic, fair trade and eco-conscious choices but she strives for more knowledge. Her life needs balance and she needs time to check in on her own wellbeing. She is looking for hair that has minimal upkeep, with earthy, soft and muted tones – think Gwyneth Paltrow, Clare Danes and also Emma Watson 

The Right Here, Right Now 

Whatever the season, this client is a follower. She evolves her look to follow whatever is on trend. Social media and influencers are her trend setters and there’s no delay, she wants everything instantly – as long as hair is multi-tonal and bespoke to her, she’s happy. Give it a luminous finish and she’ll be posting images all day! Think Kim Kardashian, Little Mix and any Reality TV star 

The Traditionalist 

This quietly confidence client is timeless, disciplined and respects those around her. She’s not necessarily fashion forward, but she does believe in quality and heritage. She knows who she is and her taste will never date, but her hair should be premium, simplistic and rich in tone and texture. Think Jennifer Aniston, Reese Witherspoon and Blake Lively. 

The Prima 

She is her own leading lady – she always wants the best, whatever it’s going to cost her. While she looks for inspiration in many ways, she is a sucker for fashion and lifestyle magazines. She knows what she wants and being unique is top of the list – she’s also looking for tailor-made hair with a nod to the future, and craves multi-dimensional, precision styling. Think Victoria Beckham, Stella McCartney and Kylie. 

The Saviour 

No is not an option for this client – she has no boundaries and will always say it how it is. She uses her voice, beliefs and views to inspire and nurture those around her, but depending on her mood depends on what she wants her identity to be at the time. Her style is daring and she’s looking for her hair to be impactful. It’s sharp, it’s her signature and changes from season to season. Think Michelle Visage, Lady Gaga and Naomi Campbell. 

The Rebel 

She’s effortlessly cool and knows what she wants. Everything around her moulds her signature style and whatever her age, she’s also always ready for the party! Her hair colour needs to be expressive, vivid and as bold as her personality. Make it individual and effortless. Think Miley, Kate Moss and Pink. 

Find out more about HOB Academy HERE


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