Júlio Magalhães
José António Nunes (Zé Tó)
Joaquim Guerra
Hairstylist
With several salons in the north of Portugal, Joaquim Guerra, 69 years, reveals his great secret: always being on the ball. For this professional, born in Barrô, in the municipality of Resende, every person is a unique piece of a puzzle that he is always trying to put together. And should be treated as such. As hair is his speciality, he takes care of it as if it were a work of art, being careful to always adapt the frame to the landscape. Aware of the responsibility that being a hairstylist brings, he never tries to disappoint his customers. And it will be for his ability of knowing how to read faces that he remains one of the most important hairdressers of today.
You are one of the most renowned hairstylists in the country. How did you achieve this status?
With a lot of work, dedication and love for my profession. Keeping up-to-date and attentive to changes has always been my way of working.
To what extent has attention paid to hair evolved over time, from the time you started working to the present day? For both men and women?
Hair has lost much of its remote protection function. Today, hair denotes strength, social status and power. In the last decade of the 20th century fashion became plural, the dictatorship of styles came to an end and state of mind is what is followed, rather than trends dictated by major names. Techniques and products appear for different results every month. Nowadays, everything is very fast, not least because I like to work with the best available on the market. In order to keep up with this process, I have to specialise constantly. Although men today have the same concerns as women, baldness is undoubtedly a burden. Loss of hair can cause anxiety and stress.
«Today the fashion to follow is the one that looks good, the one that matches the face of the customer and with which they identify themselves»
In your opinion, what really makes a hairstyle ‘fashionable’?
There is room for all tastes. Today the fashion to follow is the one that looks good, the one that matches the face of the customer and with which they identify themselves. This is the current fashion concept.
Does beautiful, cared-for hair change someone’s self-esteem?
The hair is the frame of the face, which greatly changes your appearance. Therefore, beautiful and healthy hair increases self-esteem without doubt, especially for women. Nothing that can’t be solved in the salon, with some moisturising, a cut or some colour and even some tips, without it being necessary to spend a lot of money.
Why is it important to put our trust in ‘our’ hairdresser?
It is important that professionals are recognised for their art. Feeling confident in the hairdresser’s is essential. 76% of the Portuguese trust the advice of their hairdresser; he understands best what the customer wants. Salons are spaces of experiences and emotions, where people value dedication, empathy and complicity.
How would you describe yourself as a professional?
Despite my initial classical training, I consider myself avant-garde. Today’s customer is informed and with little time available; she places all her expectations in the stylist and we cannot disappoint. I always try to be at the cutting edge to better serve my customers.
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Editorial Team
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