MENU
SEARCHKelly Ehlers, President of Evoke Brand Strategies and a Guest Blogger on MODERN SALON. Ehlers recently taught a class on how hairdressers can harness the power of social media to build their brand at Wella Headquarters
Kelly Ehlers
“If you think you don’t have a social media presence now, guess what, you do because people are talking about you and reviewing you even if you’re not paying attention.” Kelly Ehlers, President of Evoke Brand Strategies and a Guest Blogger on MODERN SALON. Ehlers recently taught a class on how hairdressers can harness the power of social media to build their brand at The Studio, an education center at Wella Headquarters in Woodland Hills, CA. Hairdressers with all levels of social media expertise attended but the through line for all was that each must know their strength and define their “X” factor to determine what social media strategy and platform will work best for them.
“Social media is about a conversation. How do you create a return on your investment so they land in your chair?” said Ehlers. Get engaged. “The ‘If I build it, they will come’ mentality does not work in social media.”
Fabio Sementilli, Vice President of Education for Wella, the Salon Professional Division of P&G, Kelly Ehlers (center) and Joy La May, Sassoon Scholarship Winner
Socially-savvy talking points:
Don’t try to be all things to all people. Find a platform that works for you.
Hone in on what works for you and your goals and then mastering that platform
Social demands a human touch. It’s not promotional. It’s about conversation.
Capitalize on your clients social surfing in the chair. Have them follow you, tag you.
Social media is not a popularity contest. Followers don’t equal influence. Focus on delivering value, where and how your clients want it.
Value is only created through an exchange of information—not spam.
Include your social media links in traditional advertising
Involve team in content development, reward team for participating, create contests of future work, encourage tagging, sharing and commenting
Future Evoke seminars for Wella will be held at both the New York and Woodland Hills studios:
NY
- 2-hour class: September 18th
- 6-hour, hands on class: December 15th
Woodland Hills
- 6-hour, hands on class: October 20th
For more, call the Studio Concierge at: 800-422-2336
AI, relentless change, employee burnout, economic insecurity. Individually, each presents a challenge, but together, they create what global leadership strategies Thom Dennis calls "the perfect storm." His new book, Rewilding the Corporate Mind, offers business leaders a radically different approach to leading people through today's uncertainty and division.
Timed to kick off New York Fashion Week, the intimate, artist-led event focuses on technique, storytelling, and the creative process.
JVN Hair's Summer Protection Duo is clinically proven to provide UV protection and deliver conditioning and texture to keep hair looking great all season long.
The Professional Beauty Association and Pivot Point team up to develop an ongoing study that measures the confidence of salon owners, stylists, school owners, and students.
This shared recognition celebrates the strength of industry collaboration in advancing professional mobility.
In Dubai, a salon visit isn’t an appointment. It’s a weekly routine, and clients can spend $800 to $1,400 a month on it, according to Gaurav Tripathi of MADI International. On October 6-8, 2026, the market behind those numbers opens its doors as Beautyworld Dubai marks its 30th edition at the Dubai World Trade Centre, bringing together distributors, brands, stylists and salon owners from all over the world.
Sponsored by BeautyWorld Dubai
In October, volunteers plan to walk and take the plunge during at the annual event, HairToStay Does the Bay. Find out how you can participate and support the organization that grants subsidies to cancer patients so they can receive cold cap treatments to save their hair during chemotherapy.
At Premiere Orlando 2026, SALON TODAY catches up with Easihair Pro's Angela Gilmore, who talks about why stylists lose clients who are suffering from thinning hair and hair loss, and how their new Hairlosophy line can help.
Illuminated Paths is a boxed set of 52 cards, a guidebook, and an Oracolor Wheel, a visual framework that helps readers reconnect with the qualities they want to bring into everyday life.
In this rare essay, the president of a haircare brand takes us behind-the-scenes into a world we never see when we pick up a product off the shelves--the arduous, thought-probing, second-guessing journey of rebranding a legacy product line. Not only is her reflection fascinating, but it is also incredibly useful for any salon owner or manufacturer contemplating their own brand.
