 What's up guys welcome to the show I have a special guest today, so I hope you guys are as excited as I am I have Joe Santy in the studio, so I haven't even given all of these people the tour of the studio So why don't you tell them we you got the full we're open now everything's going? What do you think? Yeah, I think this space is absolutely incredible. Thanks. I want to congratulate you not only is the studio incredible But the salon is absolutely gorgeous. Oh, thank you. I mean this space is comparable I won't mention the name of any other companies have ever worked with but we had our own in-house studio Yeah, and this just just blows it off the map Oh, thanks this place is awesome and would a nice area to do free salon education. Very cool So Joe Santy's here. We are going to we'll take some of your questions But the other great thing is he has so much to talk about with Olaplex So if you guys have Olaplex questions, that's great. He also came out with this book When when did you come out with this book? 2007, okay, that's good. Dr. Lou and I are good in the middle of tweaking it again Yeah passionate salon professionals, and it basically deals met with the people side and okay the actual when you I don't like to use the word selling because it's really all in building relationships, right and Educating yeah educating to me is that's what you've done right is basically been my mantra my whole career Which is if you educate the people properly They're gonna buy and as long as they understand the product and what's going on and that hopefully will transcend that to Olaplex as we go along. Yeah, people need to realize that it's definitely not it's not about selling stuff It's about educating people on something and once you know about it Then you're you're apt to buy it at that point So the other funny thing is we found out that we're actually close neighbors So your salon's only what 20 minutes from here a little further little probably like a half an hour away from Okay, but I'm not a new hope I was up your party and every weekend. Yeah, this is an incredible Historic town. Yeah has been people come in from all over the world. Yeah, I hear that so I moved here like 14 years ago But I I hear that this town was like there was a lot of crazy stuff that was happening Like even that bank that you pulled into earlier was supposedly like this crazy nightclub that prelude Yeah So I've heard stories. So that's pretty cool. So all right. They're all true by the way. Yeah, that's funny Yeah, all right, so I want to pull up see if we have some people on here. Let's see. Oh, I can hear us All right guys, so if you have any questions, but we're gonna get into I want to talk about some Ola Plex stuff because obviously free salon education is a big supporter of Olaplex Ola Plex is a big supporter of free salon education. So We have the kit here. So let's talk about Some different things I want to go back to the beginning real quick of Ola Plex because Dean who is you know, the owner of Ola Plex he reached out to you. You guys have known each other, right? Dean and I met In July of 2013 in Las Vegas at the Cosmofroff show, okay I immediately liked them by the way the Dean and Darcy crystal the owners of this company Yeah are beyond amazing when it comes to their love for hairdressers and the love for the great team that they and we do Work with a great team and I've been doing hair 43 years work with a lot of different companies This company by far has the best team of people in the world You know what I love about it too now that I've been closer in Ola Plex and meeting people It's not a big team. You know, it's a very close-knit like Great company and with you know, if you need to talk to somebody it's very simple to find somebody to talk to You know, and so I really like that. So tell me So keep going. Okay, so we said outside the Actually, it was really funny a owner of a PR company who you might know Jane Morehouse Okay, call me in my cell phone. She goes are you still here meaning at Cosmofroff and it happened to be one of the years Where I went as a spectator. I wasn't working. Okay. Yeah, I'm still here. Why well There's this gentleman by the name of Dean crystal that says he has something for a permanent wave And I told him you got to talk to Joe if it's anything to do with a permanent wave, okay Immediately like Dean Dean is the most down-to-earth personable warm person you could ever meet, right? So he said outside the ballroom for three hours He explained to me that he thought he had something that was gonna really lessen the damage that perms did to the hair And at the time he talked about multiplying bonds, which I didn't quite comprehend obviously because Essentially all the plex created that category. Yeah, I walked away after three hours saying if Dean is just this much Right, this is gonna revolutionize the whole industry. Yeah, so I flew back the next day the non-disclosure agreements were my email I signed them Dean had the product in my hands that Friday. Okay after I returned from Vegas Saturday did my first perm with it and I lucked out I get I don't know how you get your models at free salon education But right I use Craigslist a lot. Okay, so I don't really get quote Fashion models. Yeah, but I struck gold where I got someone I didn't care what the model looked like I care about the hair. Yeah, I found somebody that was using a certain box hair color Okay number one selling color in the world on her hair All right What a great one to test For damage because a lot of times you couldn't get a perm to take on color treated hair especially box color Did the perm use the Olaplex came out marvellously nice and it was been a great ride since then with perming But ironically all the boring stuff in our industry. I always enjoyed the chemistry Digging deeper even in permanent waving to present permanent waving and make it interesting to most people You really have to dig and find something that they could latch on to right So I thought now this product works with the disulfide bonds permanent wave lotion affects the disulfide bonds But so does lightener so one night was about 10 30 in the salon I took some Olaplex and not that much. I use very little Olaplex which are directions, you know with Olaplex Less is more. So I put some in lightener took a mannequin put a few foils in I returned to the salon about 12 hours later Whatever it was 10 11 o'clock next day Opened the foils and I had this great blonde with no breakage No dryness. So then I started to use it on humans to see I like to do at least 40 Sometimes a hundred heads before I actually say this works, right? I'm known for a technique drying protein into the hair Yeah, but that I did on a multitude of heads before I even made that public, okay? So I called Dean and I said Dean forget the perm work it Just product in lightener and color is nothing short of amazing. Okay He called me back because my chemist said you were crazy and I said I might be crazy But I know what I'm talking about yeah, and I'm telling you this works great It's also typical hairdresser because I love like a new product comes out because I you know I've done work with part product companies for a long time. It's like oh, we have this amazing like Let's say damn my hair color and you mix it with this processing solution and all of a sudden There's always a hairdresser that's like but I mix it with 40 volume and it worked great You know like it's there's always like we're always pushing things and trying different things with a product You know so I think that that's cool that you did that but you saw the result, right? And then wait you can't like a lot of this stuff you can't want only do right again When I read some of the emails I get and some of the things on Facebook Something might work with one person right as a company We can't take that one success they had and that's gonna work for Yeah, one of the companies I worked for had a huge test center in New Jersey And we would take at least a you know Study of a hundred people before you'd make a claim or do anything about it, right? I actually didn't call Dean till I use it on at least 40 heads, okay That's that's been the number in my head my whole career Something has to work 40 times for me, and then I'm comfortable with making a blanket statement about it Okay, and that's that's that's the way it was Dean, you know Dean believed in me He got people like Tracy Cunningham and some of the top Colorists that were in Beverly Hills in California in his area. Yeah and tried it and the rest was history Yeah, and I remember You know a few years ago when we started Freestyle on education I reached out to you that I reached out to We actually we actually we we didn't speak my receptionist took your call Okay, and like I said to you back then I was probably getting three or phone phone calls Three to four phone calls a week. Yeah, some of them were scammers Some of them were people yeah trying to find out what they could which was I Actually had somebody call me from another company said could you please tell me what the secret ingredient is? Exactly sure it's this aminopropa like I called the mallet right thanks for the call So that's funny and that and that goes to show all of you guys out there That if you're trying you know we started that conversation forever ago It's now it's three years three four years later, and we're sitting together We're working with the old plex and it's just been great So let's talk about so Dean you told him that you thought it was great in hair color And I the rest is pretty much light in our hair color I use it right and then so now moving forward. I was in Texas last week So were you you were teaching for old plex or for yourself? Oh, no, no, I work. I work full-time for all aplex Okay, I was teaching for all aplex, but would I what I'm known for is permanent waving exactly So when I left my one big company, I was approached by the distributor We were working for and said would you do some standalone education for us and I said surely and I'd been doing that for years and when I went with all aplex I Always like it fair for whoever I'm working for right It's I'll still do it and you still want the permanent wave education But now it's permanent waving with all with all aplex, which has been great I would have never I would never be able to do some of the heads that I've done Without the old aplex and if we if I had this one I was younger doing like eight to fifteen perms a day eight to twelve perms a day and a consistent basis, right? The market would have never gone away. Okay all aplex is definitely going to be the spark And you see it with the amount of things people post with the permanent wave sale starting to increase Yeah, that will definitely come back because I really believe texture Everybody needs some form of texture because they get tired of their hair. Yeah straight hair You won't wave or curl if you have curly hair You want to use either a thio base straightener or sodium based? Relaxor to take some of that curl right out of there. So well now that Joe is our neighbor He's gonna be coming here doing perm videos Hopefully quite often so absolutely you guys would like to see that let us know it in the comments as well so So let's talk about perms for a second Obviously, I don't really do too many perms like we talked about that But it's not that I don't like them people don't request them here in our salon But I think I definitely I'm not everybody's been saying perms are coming back for like 10 years But I really do feel like 30 years 30 years So I feel like it um I Think they can come back. I get what you're saying So tell me that is it because of the damage that perms kind of went away or what do you think? What do you think the reason is that perms kind of fell off the map a little bit? Well, there was more than one reason I mean, okay Obviously styles one straighter right one of the worst things that hit the industry And one of the best things that hit the industry right was a flat iron right the deal is you don't need a flat iron That cranks up to a thousand degrees Fahrenheit right to straighten the hair now I love doing Japanese thermal reconstruction, which is a diobased way to straighten the hair Okay, I was certified coat taught by the Japanese. They never used irons over 360 380 okay once you crank up an iron too high All you're doing is burning that hair one iron manufacturer even came out with a video showing just how It was a 10 seconds at these higher temperatures. It turns the hair yellow. Yeah burn You don't I'm sure a lot of people have seen that right you Those of you that are out there that are watching this turn your iron down to 380 and try it You're gonna get the same great end results what actually you need is you need to heat But you also need the tension and you need a small enough section of hair if you're doing a thio straightening If you're straightening your hair with a flat iron on a day-to-day basis You need that hair at least 80 to 90 percent dry once you hear a sizzle You're boiling that internal structure, right? If you stop and think you talk about French fries people fry French fries at 325 to 375 right yet They'll take a flat iron and pull it through the hair one thing that's cool though with the alloplex Especially with I always implore people. Please do our standalone treatment first Yeah, so you get a better grasp on how the technology works But it helps to lessen the damage that even a flat iron does so let's talk about the the standalone treatment Okay, well, how do you do that standalone treatment the way I do it personally? I like to make sure there's a clean base. So if a client has No product on their hair. I'll pick up a water bottle Squirt it through dampen it down take a half an ounce of the number one with three ounces of water Yeah, if you have hard water my advice is use distilled water steam distilled waters 82 cents a gallon I mean you can mix a half an ounce or three ounces of water. It's wonderful. I was laughing you used to sent you water Yeah, I've been touting drinking alkaline water for years and people thought I needed a tin foil hat But now like you said right and she's the number one seller it is right now water as a matter of fact My I was laughing my girlfriend Go she works in a hotel in Center City, Philadelphia Yeah, they had something like the international rugby team or whatever stayed at the hotel She was just seeing the cases of essential water that came in. Yeah, so it's amazing and that came from a Facebook video You know so as a video comparing all the waters and the pH levels and then that one had the best pH level So all of a sudden it's the number one selling water It's like that's the way that things take off nowadays, you know, it's not a water would be like there would be a cool water Exactly like who would have thought but who thought suckers like us to be paying a dollar sixty nine a liter, too But that's okay. Yeah, I feel much better drinking. Yeah, I buy like another water I'm like is this water good for me like you know what I mean like it's just such a weird thing But it is the reality now. So right so we have the number one on there Yep, and we recommend a minimum of 10 minutes. So you set a timer for 10 minutes. Yeah, the end of 10 minutes You take our number two. I can't I don't want to bang any of these microphones You're good. You take our number two and you put on a generous amount by generous amount I don't mean put it on comb it through comb out the excess leave the excess on there We give in our kits one number one and two number twos if the number two is used properly You're gonna run out of the number two at the same time you run out of number one Okay, okay, so you leave that on for 10 minutes now These are our guidelines right and with the number one you don't rinse you bring down the number two in a generous amount for 10 minutes Yep, then you shampoo and condition out and that's it That's as simple as it gets and I implore people that use it for the first time do half ahead, right? Take somebody take one of your relatives take a friend do half their head and Do the other half leave it alone and you'll see a huge difference I did this I couldn't find the pictures for you today We could have thrown them up there, right, but I did it on one of our clients I had her come in and said I I want you to see exactly what this is gonna do for your hair Okay, now you have other schools of thought on this too because people go What's the difference between number two and number three number three is never used in the salon? That's the take home. Okay, people say well, how long do you want us to leave that on? You have people that sleep in it. Yeah, people leave it on for an hour 10 minutes is the minimum to get you know the benefits that All of the old plex is gonna produce. Yeah, but it could be left on as long as it's not gonna hurt the hair Which so ever and the other thing people have to realize this is not a conditioner Yeah, my friend Jeff Schwartz who's the VP of sales. We've worked together on and off for 38 years, right? Because people are creatures of habit. Yeah when they to see a cream base They immediately want to shampoo put this on yep, and then rinse it out and they it's not gonna do anything Yeah, yeah, cuz they'll even like when you put this on the hair They'll rinse it out and then just leave it and that's that's it for the day not realizing that this is not a conditioner And what I was told is like the conditioning so it's a cream base for the delivery, but it's not but the conditioning agents are Never put into it. So like conditioner is more than just a cream. Yeah, obviously has conditioning properties There's no conditioning properties in here. This is just the the bond exactly bond multiplier And that's why you want to use a shampoo and conditioner at the end I mean you and I spoke about knockoffs, which is funny. It's a hundred and forty six knockoffs Yeah, I'm convinced when people test us against something else They don't shampoo and conditioner afterwards a lot of these knockoffs come with a shampoo and conditioner, right? Which they need we whatever you're currently using in the salon We act as an adjunct to it and we work with all manufacturers. Yeah, it's a chemical service product or whether it's a liquid Beautifully, yeah, so all right cool. So that's the that's the standalone treatment. We also The people mix up the mixing I guess you could say like they they're mixing too much olaplex And so what would you say to those people out there? Less is more. Yeah, keep in the back of your head less is more This number one is highly concentrated I never told you about the time I was on QVC, Germany where I knocked over the whole studio Yes, I laughed I had to work with an interpreter Stable I won't knock that over so for example if you're doing a single-process color That is all you want is a 30 second of an ounce to go into that bowl of color. Yeah, if you're doing a lightener An eighth of an ounce unless you're using it like most of us mix two to four scoops of lightener Yeah, two to four ounces. It's that's a flight. It doesn't want to go away. He's born for show business Exactly. He wants a standalone treatment Whatever gonna rebond his wings exactly so you would use an eighth of an ounce, okay in the lightener now again All of Plex is not a magic wand. It's meant to be used in conjunction with your professional judgment Yeah, I tell people all the time sometimes you wet lightened hair and it coagulates. It gets very gelatinous on the ends Nothing is gonna bring that hair back to light those bonds are already gone in the hair, right a lot of times when people Over-process hair. They don't realize they've broken all the structures down So what's left when it gets gelatinous is just a hollow tube. So there's nothing even in there to rebond, okay? interesting and and there's definitely different Levels for different types of lightener to right so because I know that they were saying with Balayage lightener There's a little bit different measurements. Is that true or no? Here's the deal. It's right there simplicity. Yeah, Einstein always said if you can't make it simple Yeah, then you don't understand it. Okay with all of Plex on the scalp What a little bit there you go push me in sorry guys and I could see why I knocked over the studio Okay, so it's a 16th of an ounce to one to two ounces of bleach powder For the okay, right, so they have lightener and that's for Balayage for lightener and foils. They say native Yeah, that's all I'm telling you if you have hair That you think is in fairly good shape. Yeah, that's 16th of an ounce is gonna cover it Dean is the only gentleman It owns a company that when I went on full-time with all of Plex I said to him, you know when I originally did everything I used a lot less than what the instructions are reflecting Yeah, he actually let me rewrite the directions and Knowing that people were gonna use less solar plex, right? But it's very economical to use like that one of the things I hear when I'm doing a show or my emails It's too expensive. It is not it comes down between 12 and 23 cents per application, right? So not too expensive yet not at all. It's the cheapest product you can use in the salon It's just initially for some reason people see that price tag and they're like Oh, but this is this lasts a long time. But but again many it's it to me The Ola Plex is not only an investment and your client's hair. It's an investment in you Yeah, because it really allows you to make more income most slums that I deal personally with They've raised their prices across the board Yeah, and then they use whatever Ola Plex is necessary, right and then number three The number three should be flying off the shelves because client spends a hundred and fifty two fifty Sometimes I'm in the salons in Beverly Hills and the numbers are just like funny money to me Yeah, you spend that much money you want to protect your investment. Yeah, so sure. All right, cool So anything else you want to talk about with that the thing is with you guys we're gonna be making a lot more Ola Plex and Perming and all different types of videos and Joe's gonna be you know helping us out so Liking the stuff thank you for liking Okay, very cool But the perm videos are definite guys. Yeah, they will be I've dreamt of coming You know Ola Plex I thank God for every day and this studio You can't see what I'm looking at at the moment, but this studio is beyond comprehension for With with Matt and sad and his whole team have done here is nothing short of amazing. Okay, cool So yeah, everybody seems to be excited about perm videos. So let's do this, right? We'll do it. All right guys. Well, thank you so much for tuning in to us live here Joe, thank you for making the trip up to the studio my pleasure. Thank you everybody for watching in the middle of a Wednesday What's your social media? Do you have people follow you on anything? I? Have an Instagram that my daughter yells me all the time. We got to work on that So we'll get I want to sit around your class this weekend, but Gino beat me So we'll get you we'll get that hooked up as well There you go definitely you can go find him Joe santi on everything check out the local hair shows You'll probably see a class with you as well Exactly shows you're gonna be at coming up coming up to see this weekend is in a coiffure Then Phoenix and then Cleveland. So there's nothing really local Okay, well, but local to these people you can reach me listen Joe at all a plex calm if you have any questions And I give out my cell number because my whole career. I've been based in helping hair stylist You have any questions about all a plex whatsoever. You can reach me again. Joe at all a plex calm or two one five Two eight zero nine eight one two. Thanks. That's a that's a that's a that's brave All right guys, thank you so much for watching and we will see you guys on the next