On the cutting edge

August 27
On the cutting edge

Aleksandra Djordjevic Abington Journal Correspondent

CLARKS SUMMIT - Incorporating new I-VU (Interactive Viewing) units, Malcolm’s Haircutters in Clarks Summit showcases the latest and trendiest looks from around the world, on celebrities and models, as well as tips for the stylists who can learn from classes on the interactive units.

Susanne Philo, Malcolm’s General Manager with an Interactive Viewing Unit or I-VU.

Abington Journal/Aleksandra Djordjevic

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Susanne Philo, the General Manager for Malcolm’s said, “The Redken Corporation was behind the units, and they decided to pick approximately 10,000 hair salons to update product knowledge and product info. The units will also be used as educational tools. For example, a Redken class in New York can be viewed by each stylist. The units’ touchscreens also serve as tutorials for clients.

Malcolm Bonawits, the owner, heard about it a year ago. “I received an email and Malcolm gave us the green light and all nine of our locations have them,” said Philo. And so far, the response Philo has received regarding the units has been positive. “The feedback is great, especially with kids, in holding their attention. There’s so much for everybody and they’re engulfed in it, whether it be fashion tips or extreme sports.”

Philo said there are many things that the Malcolm’s clientele are learning while they get their haircut. “The clients get an education watching the units, because a lot of it is avant garde, such as shows by Chanel. But we’ve been getting more feed-back on the handheld systems that each stylist has at her station. A lot of these platform artists that the designers use create works of art.”

Philo is a hairstylist herself. She is also seeing how many of today’s biggest celebrities are setting trends with their hairstyles. “The big trends are influenced by Hollywood stars cutting their hair, like Katie Holmes and Victoria Beckham. And now that we show them on the I-VU systems, it’s even more so.” Philo said, “Clients come to us in some of the most important events in their lives, such as dance recitals, the start of college, and weddings. We’re with them through every aspect of their life. There’s no computer that can do what the human touch can do.”