Elevating the brand with a holistic approach for not just the salon customer journey, but also for their ambassadors, brand affiliates and partners, CPR put some much-needed heart back into hairdressing well beyond that of a common corporate agenda in a location built for self-love and mindfulness in Australia. We got real cosy at their booked- out Salon Forum in Byron Bay on Feb 16 to 18 and here’s why, writes Cameron Pine.
Characterised by an intimate dinner inside the purpose-built INSTYLE tent on the Crystalbrook Byron’s lush lawn, the pieces of the salon success puzzle for one of the industry’s most talked about forums began to come together in a fittingly rewarding setting. Alongside other artists, speakers, ambassadors and presenters, CPR haircare brought together more than 200 people to their booked out 2025 instalment of the why behind the workload – off the back of a highly successful first year in 2024. CPR’s aim in a year of mindfulness was to go somewhere idyllic like Byron Bay to truly reward their salon partners.
“Originally I spoke to Natalie about going back to the Gold Coast after last year’s success but somewhere more grounded with our feet on the ground and connected to the earth like this beautiful location in Byron Bay, made much more sense,” CPR Haircare General Manager, Cass Donnelly, said.
The Holistic Salon Service Training Program is an inclusive industry wide initiative designed for any salon, regardless of the products or brands they use. This program is not about what you sell, it’s about how you serve. By setting a standard that’s well beyond the perception of a product supplier in 2024 at their Salon Forum, 2025 set the bar high and CPR and the delegates delivered a premium experience with gratitude every step of the way. Whether on board with the holistic philosophy or not, each guest soon saw the value across all platforms of the business that such an approach provides.
With presentations from media partners including Mocha Hair and other suppliers such as Sustainable Salons, Stellar Hair, Vish and more at the warmly lit three course welcome dinner – it was a great way to get to know the individuals behind the brands. International guests Tabatha Coffey and London styling sensation Tom Warr also joined the long-list of passionate ambassadors and educators to set the scene for a brand that is built on the individuality of its relationships that continue to grow year on year.
The event was compered by Mel Alsemgeest, the owner and creator of Infectious Behaviour, who was the perfect emcee to introduce and summarise the incredibly heartfelt speakers found, as well as the 2025 brand campaign ‘I Made The Change’. This campaign was spearheaded by Cass and CPR Creative Lead Natalie Chadwick to truly empower belief beyond the ordinary.
Steadfast in getting brands to partner and promote to their salon partners that are like minded, CPR enjoys the shared values of many of its partners, such as new to market Stellar irons that set up shop alongside the conference.
“We’re new and it’s really hard sometimes to get the cut through in the noise of the big brands, but what we are is we’re steadfast and we’re firm, and what we have is integrity. So, we might come along quietly, we try our best to speak to people, network, get the tools in your hand, and we make sure that you understand what they are and what they’re about. At the end of the day, we want that the work that you’re doing to be even better,” said Seaneen Copeland from Stellar Hair.
“It’s exciting to see that attention to detail, and that’s what I’m really liking about working in this Stellar partnership, translating that to our own salons,” Natalie said. “In this location, we’re bringing us back to ourselves and mother earth. There’s a real theme around holistic hairdressing that we’re going to be talking about today, about your well being, your client’s wellbeing, and our community wellbeing.”
CPR is a family business that John Donnelly started 63 years ago, with Cass having grown up in the industry with a deep love and commitment and respect for the profession.
“My long-term future is about looking at the next 63 years and our future together as a community. We’re going to be talking about technical excellence, one of the key components of your success. There’s the team, culture and wellbeing, how you’re vibing together and it’s helping to make it all happen,” Cass said.
Underpinned by the ‘I Made The change’ campaign, CPR’s commitment is to encourage salons to change their mindset and approach to a more holistic and mindful business and therefore partner with a brand that’s on the same trajectory. This is a mission that CPR is achieving with flying colours and by adding ambassadors that genuinely love the brand.
‘I Made The Change,’ is a mantra, a mindset, a moment of clarity through transformation and not just a fleeting trend or innovation. It’s a commitment to growth in every sense, creatively and professionally. It’s about stepping into leadership with confidence, redefining your salon systems and elevating the services and products that define your salon experience.
The holistic infinity symbol is something CPR is bringing to the public and to the media, where their aim is to become an education company for holistic salons in Australia, with all types of education across hair, social media and marketing.
“These signature holistic salons are leading a new era where technical excellence meets soulful connection with strong team culture and holistic salon systems. They’re redefining what it means to elevate the industry. Every client experience is more than just a service, it’s intentional, immersive and transformational. Thank you so much to these pioneering salons who have joined us this year for our very first year of holistic salons,” Cass said.
Tom Warr is an iconic London hairdressing with an infamous take on the 80s Chelsea cut, who showcased his signature mod 70s hair and ignited the creative hairdressers in the room.
“Today, with these two models, I’m going to showcase how I use my inspiration to create looks on the models or clients that’s going to be suitable for them. The message I want to get across is how to use creative work and be bold, but also use it everyday in the salon.”
Next up, Sustainable Salons’ Paul Frasca spoke of the incredible milestones that the brand has achieved with the help of thousands of partner salons in Australia. More than 1000 consumers are now going into sustainable salons annually, using the Sustainable Salons ‘book now’ button.
“These are conscious consumers, and when we actually tracked a lot of these consumers, they were mums and all sorts of clients trying to make a good impression on the future or their children,” Paul said. “Times have changed. The consumer is on a mission. The conscious consumer is now dictating our future.”
Kaine Vakai has built a six figure social media following across multiple platforms.
“I’m going to give you guys tips and tricks on what works in our business and reaffirm to you that you are enough. You have nothing to prove to anybody. We wonder, as soon as we post something on social media, if the hair is right. There is a journey to it, and it does take time to showcase your personality, and it’s through showcasing my personality that clients choose to come to me” Kaine said. “How am I going to stand out? How am I going to show them what’s different about us? That’s what we do with our consultation.”
The program was designed for plenty of audience interaction and next up was Paula Hibbard celebrating her signature education and long hair styling, as well as forcing salons to ask the often mistaken questions to truly understand hair and their clients, while also perfecting her signature soft lines. Paula bridged the gap between clients, models and beautiful hair work that builds a following of guests as well as suitability to clients, using products and setting goals to achieve your vision in the industry.
Further conversations from Vish Hair Color Management Software, Phorest Salon and Spa Software and a full salon set up by furniture brand Comfortel represented a great opportunity for delegates to learn what they’re missing before networking and asking questions on site in real time and with real practical application.
Tabatha Coffey helped to empower the meaning behind your own brand mission despite the noise online and around us. Tabatha has partnered with CPR on an education project – a three week course that’s going to be interactive and available to all holistic salons.
“You’re going to be asked questions, you’re going learn all about being holistic salons. It’s incredible to have an Australian born global superstar coming back to Australia and helping us bring this to the public in Australia,” Cass said.
“By combining all of these leaders, we are creating this holistic approach for your business. The technical excellence, the team culture and wellbeing, looking after yourself, your clients, holistic sales and services in the salon, the brand partners – it’s all part of the ecosystem for success. Most importantly, it’s about you, the community, coming along,” he added.
Complemented and complete thanks to adequate networking time to amp up conversations with your favourite speakers and colleagues, thanks to a lunch by the pool and garden surrounds of the Crystalbrook, connection was at an all-time high.
Panels also played a huge role in the flow of the event – after being inspired and educated with new ideas, innovations and perspectives – two panels discussed topics unique to the individual ambassador and overall, branding, marketing, work styles, staff and much more. These featured Stevie Greenwood, Paul James Graham, Tom Warr, Shakira Jade, Georgie Johnson and Jacqui Cubitt.
Guests then retreated to the Palm Springs pool party to end the night, many staying at the Crystalbrook and enjoying the serene surrounds before checking out armed with a host of new ideas and inspiration to grow their salon into the future, not only holistically but with a renewed sense of individual purpose. Dozens of video interviews and content will soon flood your feeds, so you are bound to get FOMO that will ensure you won’t miss next year.
It’s purpose and passion that make us whole, so thanks CPR for keeping the industry together as a whole, for now and for the future.
For more information visit www.cprhair.com
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