Anthony DeVito on Beyond Beautiful
Recently, acclaimed stylist Anthony DeVito launched his newest brand, Beyond Beautiful, a beauty recommendation, consultation, and shopping network, under the umbrella of Anthony DeVito Inc. at www.AnthonyDeVitoInc.com as well as in several luxury salon and spa locations located throughout Massachusetts.
Anthony DeVito and his team decided to feature the AQUAGE hair care line. “I chose AQUAGE because of, the integrity of the products, healing benefits and simply because it does what it says it does,” says Anthony DeVito.
AQUAGE Hair Care and styling innovations are formulated combining the highest quality, professional grade ingredients with today’s most advanced hair care technology. The healing benefits of sea botanicals in each AQUAGE product nurtures, hydrates, strengthens, and protects your hair… beautifully. Discover the best of sea and science.
Just another stylist, salon, or product line right? -Not so, what makes Beyond Beautiful so unique from the other products and services is the team behind the brand. Comprised of a group of internationally trained, award winning, talented, and dedicated beauty professionals, the Beyond Beautiful Team is passionate about what they do. They are the leaders in new advancements in the industry and committed to creating a relaxing and unforgettable experience.
We had the honor of interviewing Anthony DeVito concerning his career, his new product line, and what he sees for his future.
Q: Where did the concept for Beyond Beautiful come from?
A: The idea for beyond beautiful came from years of clients asking me who the best stylist is. It got to the point that recommending the right stylist was becoming a full time job.
I have been fortunate enough to experience and work in depth with some of the best in the industry. This allows me to match the perfect stylist with the perfect client. Stylists are talented in all departments, however most stylists specialize in certain types of hair and services whether it is curly, long, thin, thick, or wavy. Using this information on top stylists along with the guest’s consultation, budget, lifestyle, maintenance, and personality we are able to make the perfect match. I can personally guarantee the experience will be life changing.
Q: Why did you decide to carry AQUAGE?
A: I’ve worked extremely closely with AVEDA over the last decade of my career. When choosing a new product line, I wanted to stay with healthy and eco-friendly products, and would not except lacking in performance do to all organic ingredients. I spent months researching and testing multiple lines to ensure the best product for our guests. AQUAGE had everything I was looking for so I ordered one of every product and used them every day for different styles, looks, and treatments. After a while of playing researcher I came to the conclusion that I could personally guarantee the line, but my research didn’t stop there. I also matched appropriate products to several coworkers, friends, and family members and had them try them over a two-week period. Every single one of them converted to AQUAGE from their previous product lines. After that I was sure I was making the right decision choosing AQUAGE.
Q: It’s one thing to come out of the salon looking fabulous; it’s quite another creating the look on your own at home. How do you and your team help clients to bring that salon look out of the salon?
A: Any great stylist knows that with every service communication is KEY. Nothing is done on a client without proper education from the stylist. In plain terms it can be explained this way: not only does a stylist want to give their clients the knowledge they have in order to improve their day-to-day style, but great stylists also want to be sure that their creation is given justice when viewed outside of the salon.
Q: Men and women spend thousands of dollars every year going to salons and caring for their hair. Yet most people report that they are less than satisfied with the results. When you read some of the salon reviews out there you will find people that like the look of their cut/color/perm but are very unhappy with the service. Some describe salons with arrogant, rude or inconsiderate hairdressers and staff. Why is Beyond Beautiful any different in this respect? How do you address complaints from clients?
A: First, I think stylists are a reflection of their leader. You don’t have rude or arrogant team members; you have rude and arrogant owners. Stylist around the world wake up every morning and wants to give their best; they are a creative people and that is what creative people do. Only those who feel unappreciated by their leaders find themselves giving less than the best experience to their clients. It is the duty of every leader to dedicate themselves to their team and to inspire the team to cooperate in a spirit of harmony. We dedicate ourselves deeply to our team members, and receive the same dedication and respect in return.
Customer service has always been a passion of mine - even since my teenage years as The Drive-Thru King at Burger King (haha). Since those days I’ve taken countless classes and seminars in order to master the art of customer service and business etiquette. Through all my training I believe there is one simple solution to all client complaints: “What can I do to make you happy?”
Q: A lot of hairdressers aim to please and give their clients the hair cut that they want. For example, a client brings in a photo of a hair style he/she really likes and wants to get the same looks. Is it ever appropriate to tell a client that a hairstyle or color will not work for them?
A: Absolutely! If I feel is a hair style doesn’t suit a client, I will not hesitate to politely educate them on my reasoning and work with them to create a well balanced style based on there wants and needs. Clients expect expertise from their stylists; if a mechanic told you that a certain size tire would not work on your car you would not go against his recommendation. This is exactly why I believe a proper in-depth consultation should be provided prior to EVERY SERVICE!
Q: Rumor has it you will be expanding your new brand with a salon/spa consulting firm - is there any truth to that?
A: Well, I will say Beyond Beautiful, like all productions I’m involved with, was created with the potential for growth and expansion. I personally have been in the field of salon management and consulting for most of my career, so it is not a long shot.
Q: Finally, what are your recommendations for someone seeking a new hairdresser or salon?