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Scruples celebrates 30 years of integrity
S
freedom. Whether you are just starting out with
changing landscape of the professional beauty
cruples, one of the few remaining familythe basics or looking for opportunities to
industry. As a 30-year-old company with
owned professional beauty legacy companies,
grow in your salon or within
new management, choices had
celebrates its thirtieth anniversary this year.
Scruples, we offer the
to be made as to our future
Since 1983, Scruples has held to the vision of its
education you need. direction. We examined all of
founders—Frank Liguori and Jack Storey—of
BIR: Please describe your
our options, including selling
what’s important: service, professionalism and
hair color and retail
the company, as many of the
integrity. From that vision, a culture emerged
product portfolio.
entrepreneurial companies in
that embraces the needs of hair professionals
Mia Liguori McHugh
our industry have chosen to
throughout the world.
(MLM): Scruples Creme
do, but we decided that the
Staying true to its heritage, in 2009, Scruples
Color System consists of
right path for us was to
continued to be family owned, as it transferred
the True Integrity
reinvent the company. That
to second generation ownership, sharing the
Indie Hair is designed to appeal to
Opalescent Colour Creme
has included debuting a new
presidency based on the respective areas of
younger stylists and clients.
Colour System, Illusionist Brilliant Creme
logo, introducing the “colour your dreams”
expertise each with the title “co-president:”
Highlights and Hypnotic Single-Step Creme
tagline, creating a new mission statement and
Frank Liguori, Jr., co-president distribution
Lowlights. Scruples’ Gel Color System includes
repackaging our color lines. As a result, we
operations; Tracy Liguori, co-president
High Definition Custom Mixing Gel Color
surprised everyone when we
marketing/advertising; and
System, Blazing Highlights Toner Infused Gel
kicked off 2012 with a new
Mia Liguori McHugh, coColor System and Shadow Lowlights Filler
look.
president creative. Recently,
The new imagery features Infused Gel Color System. Scruples’ Specialty
Michael Riley, chief
Color System consists of Power Blonde Hair
bold colors but an overall
operating officer, and Phil
Lightener, Urban Shock Color Craze and Menz
softness that is
Paquette, chief financial
5 Minute Haircolor. The retail product portfolio
representative of a canvas
officer, also became cofeatures Pearlscriptives, the White Tea Luxury
that speaks to the artistic
owners, forming a strong
management team. Scruples Scruples’ ownership team—from left: dreamers who are passionate, Collection and Indie Hair.
Michael Riley, chief operating officer; creative and self-expressive
BIR: Tell me more about Indie Hair.
ownership might not be
Tracy Liguori, co-president marketing/ about their craft.
Tracy Liguori (TL): To continue to grow, we
traditional, yet this unique
advertising; Frank Liguori, Jr.,
need to recruit new users and stay current with
BIR: Hi, Frank. What do you
dynamic works perfectly for
co-president distribution operations;
what is happening in the marketplace. The
think sets Scruples apart
a quickly evolving company.
Mia Liguori McHugh, co-president
younger demographic not only wants the
from other hair companies?
Everyone brings different
creative; and Phil Paquette,
chief financial officer—holds true to
freedom to customize their looks, but they seek
Frank Liguori, Jr. (FL): At
experiences, ideas and
the founders’ values.
out products that make them stand out and
Scruples, we truly care about
perspectives, which
provide them with a sense of individuality. They
beauty professionals and their well-being. Unlike
together create the big picture of what Scruples
want to mix products their way and create looks
the countless diverted brands we see, Scruples
is and what it's going to be. Beauty Industry
with more hold and texture. We combined our
remains a truly professional salon exclusive
Report (BIR) recently checked in with the team
recent R&D breakthroughs with our knowledge
brand that works to improve and retain both the
to find out how it all works.
of what the marketplace wanted to form the
stylists’ and salons’ residual business. That means
BIR: Please give BIR’s readers an overview of
concept of Indie Hair. This dynamic and
you won't find Scruples or Indie Hair products
the company’s recent transformation.
youthful, professional-only retail brand, speaks
on any mass retail shelves. That means for
Michael Riley (MR): First and foremost, the
both to individuality and the emerging world of
clients to repurchase products, they have to
new ownership has initiated fresh ideas in
Twitter. Indie Hair features seven products
return to their stylists. In other words, Scruples
product development and marketing. For
designed to give stylists and their clients the
example, in 2011, Scruples revolutionized in-salon helps hairdressers to continue to build the
freedom to be different by changing up their
business they work so hard to get. lowlighting with Hypnotic Single-Step Creme
looks.
Scruples also provides the products and
Lowlights, the first cream lowlighting system
BIR: What about the formulas?
education needed for hair professionals to
that contains the filler and lowlight shade in one
MLM: Indie Hair products are color-safe,
express themselves as artists, grow
simple, timesaving formula. Last month, we
gentle for all hair types and are gluten- and
professionally and achieve long-term success in
launched Indie Hair, a fun styling line designed
their careers. Scruples 3 Dimensional Gel Color paba-free. The range includes Hair Spray
to appeal to a younger stylist and consumer.
#superfirm, Polish #mixitsoft, Gel
As an ownership group, we wanted to cherish System is only one example of how our
#mixitstrong, Putty ➞ Clay #wreckit, Powder
products allow hair professionals to save time,
and maintain the foundation and heritage that
#round2, Shampoo_Bodywash #cleansweep
make more money and stretch their artistic
Frank and Jack built, while adapting to the
8 FEBRUARY 2013
We also offers a classes taught by Scruples’
haircutting service for their client. We offer a
and a Conditioner #untangled. Each product is
Artistic Team members. Each class draws on the
two-day hands-on course for both Self-Tour of
spiked with My Indie Complex (MIX), a custom
instructor’s area of expertise, creating amazing
Haircolor and Self-Tour of Haircutting. The Selfblend of ingredients designed give blah hair the
Tour of Haircolor client consultation teaches the opportunities for stylists to hone their skills.
strength, moisture or whatever it needs to
Last but not least, Scruples will soon be
stylist how to look at each person as an
bounce back. From hold, matte texture or big
offering online
individual to figure out
volume with shine, you can be sure that every
education through
which hair color works
styling need is covered. Products can be used
webinars.
alone or mixed, making them perfect for creating best based on face
BIR: With Indie Hair’s
shape, skin tone and eye
a look that’s put together one day and a hot
tie-in with Twitter, you
color. Meanwhile, the
mess the next. You won’t find these products on
must have a strong
Self-Tour of Haircutting
any retail store shelf. With Indie Hair, stylists get
online presence.
client consultation
to keep the business they build.
TL: We provide
works to figure out
BIR: What does the hashtag (#) symbol mean?
salons with access to
which cut works best
TL: We know that our targeted demographic
based on hair texture,
is social media savvy, and they love to
Scruples’ Creme Color System gives colorists technical videos and
step-by-steps on the
bone structure and
communicate through Twitter. Part of this
the core products they need.
professional side of scrupleshaircare.com and
growth patterns. Together, these consultations
communication is the use of the hashtag (#)
myindiehair.com. This includes everything from
help stylists cement the relationship with their
symbol, which is used to spread and organize
product knowledge to the newest color, cutting
clients and become more successful.
information on Twitter. In other words, when
and styling techniques. Information on Scruples
BIR: What else do you offer?
someone uses a hashtag symbol in front of a
Academy courses is also available online under
MLM: The Scruples Academy lets stylists
word or phrase, it creates a trend. Thus, we
education at scrupleshaircare.com and discussed
express themselves as artists, grow
integrated the hashtag symbol as part of our
and promoted via Facebook and Twitter.
professionally and achieve long-term success
packaging and product names. We will also use
We also offer an online Integrity Salon
doing what they love. Our popular Training for
Twitter to drive awareness and grow the brand.
Rewards Program. The program recognizes,
Tomorrow is an in-depth educational event
BIR: What is Indie Hair’s point-of-difference?
supports and rewards salon owners and
designed to provide information and training to
MLM: Indie Hair taps into the world of indie
independent stylists who share our passion for
those who use or want to learn more about
art, music and fashion by drawing inspiration
and commitment to the professional salon
Scruples’ product portfolio.
from talented artists who aren’t afraid to be
industry. It can be customized to fit the needs of
The color education menu includes Color by
different and true to who they are. Indie Hair is
each salon professional, with cooperative
Design and Self-Tour of
also one of the sponsors
advertising, merchandising items, back bar
Haircolor. Color by
for RAWards, the largest
products, stylist station products, clothing,
Design helps colorists
indie arts show in the
electronics, accessories and education. In order
develop a better
United States. The show
for salons or stylists to qualify, they must make a
understanding of color
is staged annually by
one-time Scruples’ purchase of at least $500.00,
by simplifying color
RAW: natural born
complete and return an Integrity Salon
formulations and
artists, an independent
Registration Form along with a copy of the
techniques, taking the
arts organization. At the
qualifying invoice and be current and in good
fear out of hair color.
end of every RAW
standing with their Scruples distributor.
season, winners are
Scruples Gel Color System helps stylists save This one-day class is
offered as either a demo BIR: What’s next for Scruples?
selected in the following
time, earn more money and stretch their
artistic freedom.
MR: As we continue on this journey, we look
or hands-on class with
categories: art, fashion,
mannequins. As I mentioned previously, Self-Tour forward to empowering independent stylists and
music, film, makeup, photography, performing
salons with smart solutions that exceed their
of Haircolor explores color placement as it
arts and yes, of course, hair. Charlie Price,
clients’ expectations. As we near the end of
pertains to skin tone, eye color and face shape,
Scruples’ international creative consultant, and I
repackaging our color lines and launching Indie
teaching techniques that can be applied to any
are the hair judges for the 2013 competition.
Hair, we are excited to devote the same kind of
color system.
BIR: Of the trends that are impacting the
attention to our core hair care and styling lines.
The cutting menu includes Cutting by Design
salon industry, which excite you the most?
In fact, our product development and marketing
and Self-Tour of Haircutting. Cutting by Design
MLM: Individuality. From custom hair color
teams have been hard at work developing new
explores how to create seven foundation
to the cut itself, more clients and stylists want a
products and coming up more ideas that we are
haircuts. Self-Tour of Haircutting shows how to
custom look. That is exciting because it directly
excited to reveal in the near future!
customize a variety of techniques to tailor a
relates to Scruples Self-Tour of Haircolor and
Reach Tracy Liguori at 952-985-7037 and
haircut for any individual. Global Design Artistry
Haircutting education programs. The principles
tracy@scrupleshaircare.com. Visit
allows stylists to take the Self-Tour concept and
of the Self-Tour take each stylist on a custom
scrupleshaircare.com and myindiehair.com.
apply it to models.
journey to discover the perfect hair color and
FEBRUARY 2013 9