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| Photo of Donyale Lee |
Many hair and beauty professionals can say that the beauty industry is ever growing. They maybe right, because the beauty industry is projected to see growth of about 8.4% by growth, according to Franchise Help. In fact, during the economic downturn, where several businesses have shut their doors, and a decline in consumer spending, the purchasing of beauty products has remained strong. One hairstylist mentioned in a conversation this year, that no matter what, “Women are always going to purchase beauty products to make themselves look and feel beautiful.”
The beauty industry seems nothing short of a promising industry that men and women, with the right amount of passion and drive, can make a successful career out of. There have been several that have and will continue to stay involved to help this industry grow through representing major corporations such as L’Oreal and Redken, through educating others on proper hairstyling techniques, innovation of different product lines and services, and providing freelance services to other business establishments outside of beauty (fashion, entertainment to name a few).
But before someone can operate behind and outside of the chair, developing the skills and passion that a professional cosmetologist should is required of the students that attend the class sessions of a cosmetology program. The students are required to listen, ask questions, and be held accountable for their every action through the learning phase. However, it is also required of a school to have a well-structured program that is supported and supervised by a healthy administrative team and instructors that communicate well. These elements can then breed new upcoming and highly talented professionals to lead the charge of growing the beauty industry moving forward.
Sheldon Alexander, Marketing Director of Heavenly Essence, Inc got a chance to speak with a Beauty Industry Educator/Consultant who has seen the type of situations that can take place whenever improvement of a cosmetology school’s program is needed. Donyale Lee, who owns her own, consulting company called Apex Solutions 360, has answered the call for strengthening the programs of cosmetology schools from within to ensure the bright future of the students who seek a promising career in beauty.
With over 20 years under her belt in the beauty industry, Donyale’s skill set includes cosmetology program staff restructuring, soft skill training, guest speaking for cosmetology programs for staff and students, and entrepreneur branding within the beauty/barbering industry. Every future/licensed professional she comes in contact with allows her to work towards her goal of planting the seeds of excellence that has been sown into her life, and throughout her career.
Sheldon Alexander: What made you want to get into consulting for cosmetology programs and salons?
Donyale Lee: I wanted to be a part of a cosmetology program from a program perspective. At the time I was a hairstylist, and through my experience being a hairstylist in the beauty industry, I wanted to get more involved. I was working in a large salon. I was licensed as a teenager, and I was around a lot of hair industry professionals, and during that time I learned a lot from them. At the time, I wanted to learn more about hair. I worked as a hairstylist for ten years. I wanted to talk to more people of what I was doing and be more knowledgeable, and so I got my instructors license.
SA: When was the first time you had seen that the first cosmetology school that you worked for, needed help with improving their program and its instructors?
DL: I came into a cosmetology school as an educator. When I started, there was a new program that started from the ground up. There was a lead educator, and a program director. My first experience was when I first started as an educator in that program. We did a lot of filling a way through to make the program the best available. Then there was a change in administration. We ended up losing our program director, and that's when problems began to occur, because there wasn't a program director to help manage the program. A lot of students then were feeling disgruntled, and the quality of the program began to diminish. That challenge became an opportunity for us to spearhead ideas and turn the program around full circle. We needed to bring the consistencies, which included making students feel comfortable, and improved structure, and the attention rate of students. We would do practical boot camps, which would help prepare students for the practical portion of exams. We would bring students together as a whole, so there was a better connection.
SA: Do you believe that students that currently partake in these programs are receiving the proper education they need that'll prepare them for working in the beauty industry? Why or why not?
DL: I do believe the students are receiving the proper education for those who want to succeed internally. The profession as a whole should be treated as a profession, not a hobby. Their internal desire to succeed has and will take place through superior supervision of educators. If the profession as a whole is well respected, a lot can take place for the students in a positive manner.
SA: What is the most common issue(s) you've seen in cosmetology schools that you've helped to resolve?
DL: The leadership of a cosmetology school. Leadership issues can stagnate the quality of the cosmetology program. For educators to be effective as educators requires the proper and effective level of supervision and support from the higher up. And so leadership is very important.
SA: What are the most important elements of a cosmetology program that instructors should teach to students that will prepare them for a more promising career in beauty?
DL: I think it should be personal responsibilities, and this can be accomplished through their daily efforts. The educators have a role to responsibility convey the information for the students to understand, and to show the students the true role of professionalism. The students have the responsibility to come into the program with the willingness to learn, to ask questions, receive direction, and to be held accountable for their actions within the program. The biggest thing is the to understand is that students are on supervision. The concept of the cosmetology school is the time they need for getting past written and practically portions of the exam, and to achieve the goal is earning their license.
SA: Are students being educated enough about the business/marketing aspect of the beauty industry while in school?
DL: I feel that they are given the opportunity to take business parts of the curriculum. We have to take advantage of utilizing social media. We have to take situations and issues that are going on, and transfer that into the classroom. Students are savvy, and have some technical skills, but they need some real life evidence of what actually takes place in the industry. The business aspect of the industry includes the 80/20 rule, where 80% is soft skills, and 20% is technical. Soft skills fall under customer service issues, how to relate to your clients, and proper salon educate, including conversations, appearance, and discussions. I think these things should all be incorporated into the full curriculum. These elements will make you more successful in this industry.
SA: So you do believe that it would be a great idea for schools to provide some element of business/marketing education to students to give them better footing after they graduate?
DL: Yes. There is also the importance of retail and reaching out to clients through phone and social media, because we're in the times where it's very important to stay connected.
SA: Name one thing cosmetology schools should do in order to help students engaged in their program?
DL: First and foremost keep the educators on the know how on what's abreast in the beauty industry. This is an ever-changing industry. The educators should be just as excited to educate, as much as students should be excited to learn. The common thread between the educator and the student should be passion.
SA: Do you believe an excellent cosmetology program can build a school’s reputation and credibility that will interest more people to attend?
DL: Yes, and I think that reaching out and having your school engaged with the community, like foundations that really need students, is very important. It’s a real way to showing a positive light through getting involved in the community. The school is being shown as a resource, while the student is being taught to give back to the community. Being a part of hair shows is showing the industry that the school is well connected. Having events reflects the access of the community and the student body as a whole. Also the unification of all educators and administrators within the program is very important.
SA: What kind of results have you seen in the clients that you've served?
DL: What I've seen a lot of times during frustration of educators, although they have visions of great potential, they feel that they are gatekeepers. It's best to let the educators know their strengths, while allowing help and guidance through educators. This means forming a tag team with the other members of the school. Having motivational meetings, and bouncing ideas off of one another can determine each other's strengths. Helping one another in order to stay unified will reflect upon the students. Everyone must be clear on their expectations, what is to be expected for the educator to deliver, and that same expectation for the student to learn and stay educated. This is what I help schools to learn and implement.
SA: Is there anything else that you'd like to share?
DL: I like to share that this industry is multifaceted. It does not keep the student behind the chair to do hair or make up. It makes the student open their eyes of what areas they can go within the industry. There needs to be an area of focus, ambition, and consistency from future professionals. A cosmetology program is not a battlefield between an educator and a student; it is a preparatory example of success in the beauty industry.
To learn more about Donyale and how she can help your beauty business or school, contact her at either at 225-223-8221 or apex360.dl@gmail.com
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