Beyond the Trophy

Why Award Choice Matters - with Rae Palmer SR CCH and Stephanie Stevenson SR MH

Section 1: General Strategy and Mindset

Q: Could you give us a quick overview of the major industry awards? What are the key differences between, say, the British Hairdressing Awards, the Fellowship Awards, and the Salon Awards? Which ones have you found to be the most prestigious or impactful?

The British Hairdressing Awards are the most prestigious for creative recognition. They’re about artistry, vision, and photographic collections. The Fellowship Awards recognise contribution to the industry things like education, leadership, and innovation. The Salon Awards focus on local and business achievement, celebrating teams and customer experience. If you want creative prestige, aim for the BHAs. If you want industry respect, the Fellowship is huge. If you want business visibility, Salon Awards work well.

Q: What’s the single most common mistake you see hair professionals make when they first start entering awards?

They rush it. They treat it like ticking boxes instead of telling a story. Judges want to see passion, clarity, and evidence. Weak entries usually miss the chance to show impact.

Q: Beyond the trophy, what is the true value of entering and winning an award? How does it impact a business, team, or personal brand?

The value is credibility. It builds trust with clients, motivates your team, and opens doors in the industry. Awards give you PR, speaking opportunities, and a platform to be seen.

Q: How do you decide which awards or categories are the best fit for you or your salon?

What’s your process for self-assessment?

Look at your strengths. If your salon excels at client care, go for customer service. If you’re creative, aim for photographic categories. I ask what’s our edge this year? Where do we stand out compared to others?

Q: For someone new to the awards scene, is it better to focus on a few key entries and perfect them, or to try and enter as many categories as possible to increase their chances? Why?

Focus. Quality always beats quantity. Judges can tell when an entry is rushed. One strong, well-thought-out entry will get you further than five half-done ones.

Section 2: The Art of the Entry Form

Q: The entry form is the first impression. What are the key elements of a stand-out entry form, and how do you make your passion and unique story shine through?

Be clear, structured, and personal. Show results, but also show why it matters. Judges remember stories more than statistics.

Q: Many forms have strict word counts. What’s your secret to being concise and impactful while still providing all the necessary details?

Write long first. Then edit hard. Cut filler words, keep only what proves your point. Numbers, outcomes, and strong statements always stand out.

Q: When it comes to supporting evidence, what kind of materials really make a difference? Beyond photos, what else should a professional be including (e.g., testimonials, business data, community involvement)?

Client testimonials, retention stats, revenue growth, training records, and community projects. Anything that proves real-world impact.

Q: Let’s talk about the dreaded “business” categories. What kind of financial or operational information do judges truly want to see? What are the key metrics that demonstrate a successful and sustainable business?

They don’t need exact profit figures. They want to see year-on-year growth, staff retention, training investment, client retention, and evidence of good systems. Sustainability and staff wellbeing also stand out.

Q: How do you approach a question on a form where you might not have a strong answer? For example, if you haven’t done much on sustainability, how do you handle that?

Be honest but show awareness. Say what you’ve done so far, then outline what you’re planning. Judges respect honesty and progress more than empty claims.

Section 3: Creative Entries and Photography

Q: For creative or “collection” categories, what’s the difference between a good collection and a winning collection? What’s the “x-factor”?

A good collection shows skill. A winning collection tells a story, has consistency, and makes you feel something. It has a point of view.

Q: When preparing a photoshoot for an awards entry, what’s the most crucial element to get right? The hair, the styling, the makeup, or the photography? How do you assemble a winning team?

The hair must always lead. But it’s the whole team that creates the impact. Photography is what the judges see, so the photographer matters hugely. Choose a team that understands awards, not just fashion.

Q: How much does a strong concept or narrative matter for a creative entry? Can a simple, technically brilliant collection still win, or is a story essential?

Technical brilliance is essential, but without a story it can feel flat. The strongest entries balance both precision with emotion.

Q: What’s your advice for a professional on a budget who wants to produce high-quality imagery for an award entry? Are professional shoots always necessary?

If you can’t afford a big shoot, start small. Work with emerging photographers, collaborate with makeup artists building portfolios. Keep the styling clean and let the hair shine. Professional shoots help, but creativity wins.

Q: For the judges, is there a particular style or aesthetic they are typically looking for, or is it a matter of personal taste? How do you balance being true to your own style with creating something that will appeal to the judging panel?

Judges differ, but they all respect originality and quality. Don’t chase trends. Stay true to your style, but make sure it’s presented to the highest standard.

Section 4: Finalist, Judging & Winning

Q: What happens behind the scenes after you submit an entry? What are the judges looking for in the initial stages, and what are the key reasons an entry might not make it to the final round?

They check the basics first did you answer the questions properly? Then they look for impact and originality. Most entries fail because they’re vague or incomplete.

Q: Once you’re a finalist, what should be your strategy? How do you leverage that recognition to attract new clients and build your brand?

Shout about it. Share on socials, local press, update your website, display it in-salon. Celebrate with your team and clients. Finalist status itself is a marketing tool.

Q: For awards that involve a live judging or presentation, what’s your best advice for staying calm, confident, and articulate?

Prepare like it’s an exam. Practice your answers out loud. Focus on your achievements and why they matter. Remember, the judges want you to do well.

Q: What’s your ultimate tip for someone who wants to win?

Plan ahead. Don’t leave entries to the last minute. Collect data, check out previous winners, photos, and stories all year. Winning comes from preparation, not luck.