essensuals Hairdressing



Salon Ownership

Success Breeds Success

So, why should you become an essensuals salon rather than open under your own name? The answer is simple, success breeds success! The essensuals franchise programme has been devised using Toni Mascolo's knowledge gained over 40 years in the hairdressing industry and 20+ years experience running an international franchise operation. Becoming part of essensuals means that you gain ready access to this specialised knowledge. The Directors at essensuals are committed to your ongoing success and believe that the best way to ensure continued success and controlled expansion is through constantly improving the lines of communication between franchisees and management.

From the outset, each franchisee receives an Operations Manual on CD explaining all Company procedures such as staff contracts, goal setting, job descriptions and career structures. Marketing templates are constantly distributed to ensure that recruitment and promotion issues are resolved efficiently. This brochure is just a brief insight into the many business, marketing and PR solutions that we make available to our franchisees, we want you to know all our business success secrets and fully utilise them for your salon. Remember your success is our success which is why we believe in investing in your future. Come and join us.


Business Visions & Goals 

essensuals hairdressing was founded by the managing director of TONI&GUY, Toni Mascolo, who recognised that there was a unique opportunity within the hairdressing market for quality hairdressing at a competitive price. The essensuals operations programme is based on the tried and tested formulas of the highly-effective TONI&GUY training systems, brand development and marketing of the TONI&GUY hair products. Toni Mascolo was the mastermind behind the TONI&GUY international franchise programme and has a crystal clear comprehension of the essential elements required to create a successful salon business. The combination of his experience and vision for success has enabled him to design a unique franchise system for essensuals based on a proven track record. Toni, along with his son Christian, continue to have a hands-on approach to the franchise programme as a whole. The Mascolos inspect potential sites and are closely involved with all stages of a salon's business development from lease negotiations, and the writing of business plans right through to opening and day-to-day running of the salons. All directors meet monthly with key people such as the essensuals Franchise Support Manager and PR department to ensure that they are kept fully in the picture, on all aspects of the Company. Toni has a tight management network around him so that communication and efficiency runs at optimum level throughout the group.

The Mission
 To offer expert hairdressing from highly skilled stylists in a relaxed and friendly environment. To create easy-maintenance styles and up-to-the-minute colour techniques to suit the individual and their lifestyle, whilst advising on easy-maintenance between salon visits. The Concept essensuals, being closely related to the TONI&GUY salon group, uses all the resources and experience of its mother company, yet maintains and promotes its own unique image and identity. The Philosophy To provide clients with 'life's essentials... superb haircuts, beautiful hair colour, nail and beauty solutions in a relaxed, fashionable, yet welcoming environment.'


Organisation and structure

The essensuals group was founded in 1997 and is part of Mascolo PLC. The strength of essensuals lies in the team behind the name. The business skills of Toni Mascolo, and media knowledge of James Tarbuck combined with the creative skills of Sacha and Christian Mascolo amounts to the perfect formula for success. essensuals believes that continual support in education, business systems, marketing solutions and creative branding lay the perfect foundations for your business.


Image and PR

essensuals hairdressing has been founded with the benefit of many years' experience in creating wearable and widely appealing images combined with a strong PR message. The fresh approach that Sacha and Christian Mascolo have brought to essensuals takes the company to a completely new level. Introducing strong and commercially aware images that are widely appealing and reflect current feeling on the catwalks and high street, yet adapt readily to suit the individual and their lifestyle. International Group Creative Director Sacha Mascolo-Tarbuck is at the forefront of style. She has worked as a session stylist with a host of high-profile figures and her strong innovative designs have made her a revolutionary figure in the field of hair design. Sacha was literally born to the world of hairdressing, and was the youngest name ever to win The British Hairdressing Newcomer of the Year award aged just 19. In 1999 Sacha claimed the prestigious and highly sought-after title of London Hairdresser of the Year for essensuals. 2001 saw her nominated for British Hairdresser of the Year. This coveted nomination confirms her continued prominence within, and dedication to the industry. The essensuals team are now winning awards such as Newcomer of the year, Afro hairdresser of the year, and L'Oréal Colour Trophy (winners in 3 regions in 2004).

Sacha has worked with David Bailey and other famous photographers as a session stylist on leading titles such as Vogue, Elle, Harpers & Queen, Tatler, Scene, Sky, Company, The Sunday Telegraph and many others. Her celebrity clients include Donna Air, Cat Deeley, Duran Duran and Meg Mathews. Currently Sacha works closely with award-winning photographer Stuart Weston to produce all essensuals imagery, this photography has been so well received by press that it is often reproduced for front covers. essensuals believes firmly in the power of PR, and invests in regular national advertising campaigns in key consumer press, all overseen by the essensuals PR department (part of TONI&GUY Media in Stamford Street, London). Strength in corporate identity is essential, so essensuals ensure that its imagery is strongly recognisable on all marketing and advertising from price cards to salon fittings, letterheads to postcards. The value of advertising and the power of PR (locally, nationally and internationally) is never underestimated and budgets are made available for ongoing national campaigns in leading consumer press. This ensures strong international branding and a PR strategy that is crucial to the success of new salons. Under the guidance of James Tarbuck (Head of TONI&GUY Media) essensuals work closely with TONI&GUY magazine and TONI&GUY TV to maximise press coverage opportunities. The essensuals PR department meets regularly with all franchisees to ensure PR and marketing opportunities are maximised from launch onwards.


Training and Education

essensuals training and education programme is integrated into the TONI&GUY in house programme and fully utilises over 40 years of excellence in hairdressing training. All essensuals stylists and technicians undergo intensive 6 week vardering which incorporates 10 cuts with full assessment. This unparalleled training course gives all team members a firm foundation for the essensuals system and is the building block for their individual career paths. This unique 6 week intensive programme instills all who enrol with confidence, expertise and essensuals know-how in all areas of hairdressing. There is great emphasis on excellence in client service, professionalism and providing the client with a relaxing and enjoyable experience with essensuals. The essensuals training not only concentrates on strength in cutting and colouring but also on the awareness of up-to-the-minute fashion trends, full product knowledge of TONI&GUY and label.m products and all other tools benefiting the client, including education on between salon visit style-maintenance. essensuals places importance on optimum skills in consultation as well as a thorough knowledge of company terminology and philosophy before working within the salons.

6 basic cuts Graduated Layers, Transient Graduation, Square Layers, Classic Graduation, Classic Bob & Round Layers.

Essensuals Services essensuals hairdressing is the next generation of award winning salons from the TONI&GUY group. Offering expert advice on hairdressing in a relaxed and friendly environment, essensuals stylists are highly skilled in creating easy-maintenance styles to suit the individual. Our creative team is dedicated to interpreting catwalk inspired trends into wearable and commercial styles that fit the client and their lifestyle. essensuals believe that a client should be able to completely relax and enjoy their salon experience in the knowledge that they are in the hands of highly trained stylists with the benefit of having trained through the TONI&GUY education programme. essensuals stylists create styles to suit clients personality and lifestyle as well as educating each client in perfect style maintenance between salon visits. Beauty essensuals Beauty offers clients the total concept in beauty therapy. The salons are designed to offer the ultimate in relaxation and the trained therapists provide an extensive range of treatments. These include skincare, eyecare, waxing, bodycare and nailcare and safe tanning alternatives. essensuals work closely with leading beauty companies to ensure that each client receives individual attention and a personal beauty programme. Make-up essensuals philosophy is to create a unique image for their clients by providing them with their perfect life essentials. A great choice in cosmetics is crucial to the total image of the client. Bridal essensuals believes in providing every possible service to its clients. This includes a comprehensive Bridal Service. Brides-to-be are given a bridal consultation and receive advice on pre-wedding haircare and on styles that are applicable for their wedding day. Polaroid pictures are supplied with hairstyle trials. Advice is also available on makeup and skincare. essensuals regularly style hair on Bridal magazine front covers.


Essensuals Suppliers All essensuals salons use and retail TONI&GUY and label.m haircare products. Developed by TONI&GUY, the extensive product ranges have expanded in line with market developments in consideration to both the stylist's and the client's needs. A strong emphasis is placed on the recommendation and retail of the products to the consumer. Successful retailing is a core element of the companies business growth of the company and the individual salon. Franchisees are able to purchase the product range at a substantial discount over normal trading terms.Salon Genius The SALON GENIUS package from Mascolo Support Systems offers hardware and software together with full training and internet support. The system controls the entire salon business from till operations, to client records, technical histories, stock control, petty cash, marketing, e-mail, internet and commissions. Available in a multitude of languages, this management system is the key to business success, and easy to use, saving both time and money. This salon management system has been designed by the industry for the industry. Straight Impact Straight Impact offers essensuals franchisees a full "turn key" project management service - from carrying out measured surveys, practical design through to the finished salon. It is able to provide professional shop fitting services on a national basis as well as project management and design services internationally. It's services can be tailored to specific requirements, but whatever the individual case, every assistance is given to ensure the most effective use of space, budget and design. When working on an international basis the team would normally expect to visit the proposed salon, carry out a survey, provide a scheme proposal and then work with local agents - firstly to ensure proposals are accepted by interested parties and secondly, to ensure that locally employed contractors carry out a shop fitting project that fits within the design criteria set by essensuals corporate Image.

InnoVia Design
 was developed in order to guarantee stylish durable furniture and fittings for TONI&GUY and essensuals salons world-wide. Whether the salon requires a magazine rack or a full salon refit, Innovia has the resources to give it's full commitment and support, customised to the unique requirements of each client. Innovia will also supply all your salon's basic needs (from cotton wool to cleaning agents, technical products, stationery and window posters to cups and saucers) at a highly competitive rate.


Support Guide

UK & International

The steps towards your essensuals franchise agreement…..

1. Send your application form to essensuals : Clarissa Parker UK Franchise Manager or Roger Woodward, International Franchise Manager at Mascolo Group, Marish wharf, St Marys Road, Langley, Berks, SL3 6DA

2. Provisional acceptance appointment made with Toni & Christian Mascolo

3. Meeting held with relevant Franchise Manager to discuss agreement

4. Deposit arrangement agreed

5. Property agent agrees location

6. Site approved by Toni & Christian Mascolo

7. Completion meeting held with relevant franchise manager to formalise business plan

8. Formation of your company

9. Solicitors prepare franchise documentation and lease arrangements

10. Location of salon passed to prefered Shop Fitters to organise surveys (UK only)

11. Progress meeting - TONI&GUY Franchise Dept, Mascolo Group all present (UK only)

12. Estimates from prefered Shop Fitters all received and agreed (UK only)

13. Franchisee contacts essensuals PR department and General Manager for PR, advertising and recruitment requirements

14. Franchisee and relevant Franchise Manager meet with bank to discuss funding and loan agreement

15. Completion!

Financial information for UK
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To discuss franchise opportunities further please call:-

Franchise Department - 0044 1753 612040