Alex Williams, Alfaparf Artisan, emphasizes creativity to her students, and that’s why we’ve selected her as Premier Beauty’s August Educator of the Month!

How’d you get your start in education?

I knew I wanted to be an educator when I got a taste for it in school. I was able to grasp the color concepts quickly because of my background in art. The teachers recognized this and would have me help my classmates.

When our salon owner let me know about the opportunity with Alfaparf, I went for it.

What’s your favorite product from Alfaparf Milano?

All of the Alfaparf products are great, but right now I am obsessed with their new BB Bleach products. I love that they added Biomimetic Quarternized Keratin right into the formula for added protection.

What's the newest, freshest approach you're bringing to education?

I try to emphasize creativity to my students. Over the past several years, the industry has been moving in a very artistic direction. This constant evolution demands that stylists be creative and embrace their inner artist to be competitive.

What are the common problems faced by stylists today?

Technology and social media have revolutionized the industry, but they have ushered in an era of unrealistic expectations. Stylists sometimes lack the confidence they need to break the look down realistically to clients, which often translates into overpromising and under-delivering. Furthermore, not all stylists are comfortable charging what their services are worth when clients don’t know the amount of work behind the look.

The situation has improved as more influencers publicly acknowledge the problem, but stylists still need to have the confidence to not only explain the realities of the look as part of a thorough consultation but also to charge the actual value of their work.

What do you want stylists to know about education?

Not everyone sees the importance in education—instead, viewing it as an obligation to keep their license—but it is so important. There is no other way to keep up with the industry and learn the trends clients want.

Any advice for educators?

Keeping up on education is just as important for educators as it is for students. As an educator, stay on the cutting edge of what's happening not only industry-wise but also brand-wise.

What are your educator goals?

I would really like to work more on the platform side of things. I got a taste for it on the Premier stage in Orlando and fell in love!

What new skill would you like to learn?

I want to learn everything I can to be well rounded and the best at what I do. I’d also really like to improve my Instagram skills.

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