Social Media - Stylist and Salon Newspapers

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PROFESSIONAL TRADE NEWSPAPER FOR THE BUSINESS OF: HAIR | NAILS | SKINCARE
FEBRUARY 2015 | VOLUME 19 | NUMBER 9 | ISSUE 225
CALIFORNIA
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Going Viral
The Power of
Social Media
Marketing in a
Digital World
California Board of
Cosmetology News
Team Strategies for
Social Media
Dos and Don’ts
Turn a Negative Review
Into a Positive Opportunity
Picture is Worth
a Thousand Referrals
A
Calendar of
Shows and Events
For the Salon Owner and Beauty Professional Only
Cover Photo by Joseph Rene Salon — Pasadena, California
Photography by Michael Vincent
of Social Media Marketing
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In this issue...
Beyond Your Chair ................................................8
California Stylist & Salon
Volume XIV, Number 9
Issue 225 • February 2015
Published monthly by Holland Graphics, Inc.
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E-mail: [email protected]
Web site: www.californiastylist.com
Social media is one of the most popular platforms for gaining new clients,
strengthening relationships with your current customers and team, and making a name for yourself in the beauty industry and your community.
Raising the Education Bar ......................................10
To keep up with rapid technological growth in social media, salon and spa
businesses must invest more time and resources into it. In order to increase
efficiency and continuity with the message sent, salon and spa owners
should involve their team.
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Publisher ................................................................ Holland Graphics, Inc.
Managing Editor .......................................................................... Lisa Kind
Production Manager ............................................................. Joel Holland
Advertising Director .................................................................... Lisa Kind
Copy Editor...........................................................................Linda Holland
Contributing Writers:
Judith Culp, Jerry Tyler, Tina Alberino, Neil Ducoff, Jayne Morehouse, Marco Pelusi,
Maggie Cruz, Fred Jones, MiladyPro, Marissa Porcarro, Katherine Schober
California Board of Barbering and Cosmetology
Kristy Underwood, Executive Officer
Kevin Flanagan, Regulations & Contract Analyst
CALIFORNIA STYLIST & SALON is mailed to licensed salons, barbershops and beauty schools in California. Circulation is restricted to members of the beauty and barber profession, its suppliers and students. To get California
Stylist delivered to your inbox each month for FREE you must sign up at www.californiastylist.com.
Beauty Advocate................................................ 20
So, you’ve finally gotten your first (and hopefully last) negative review
online. Follow these tips to put your best foot forward...
Strictly for Students . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
California Board of Cosmetology News. . . . . . . . . . . . . . . . . . . . . 6
Bellus Academy Receives Top Honor for Job Placement . . . . . . . . . . 7
Beyond Your Chair . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Raising the Education Bar . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Tipperary Is Moving On Up . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
The Mane Objective. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Spring Symposium Offers Inspiration/Education in San Francisco. . . 15
Four Marketing Priorities for Today’s Digital World . . . . . . . . . . . . 16
Esthetic Endeavors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18-19
The Beauty Advocate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Blue Highways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Nations Premiere Haircolor Events Returns to Los Angeles . . . . . . . 21
The Beauty Professional . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Honoring Vicki Peters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Beauty Insider . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24-25
Better Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Classifieds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27-29
Calendar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
What’s New in the Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
CONTRIBUTIONS OF PHOTOS, ARTICLES, etc., are welcome. Payment offered only when arrangements are made
in writing in advance with the editor/ publisher.
ABOUT THE COVER:
ALL MATERIAL COPYRIGHT 2015 by Holland Graphics, Inc. and/or the bylined authors or photographers. No part
Cover Photo by:
of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means,
electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher.
Joseph Rene Salon
OPINIONS AND ENDORSEMENTS herein are the sole responsibility of the writers or advertisers and do not
Makeup Rikki Ronae
necessarily represent the opinions of the publisher or the State Boards of each state. Publication of advertising
Model Becca Compos
contained herein does not constitute endorsement. Columns are the opinions of the writers and not those of
Photography: Michael Vincent
the publisher. NW Stylist & Salon assumes no responsibility for the claims of any advertiser in their paid advertising nor in the promotional material they provide either orally or in writing. Advertising does not imply that the
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paper will provide any editorial coverage, photos, calendar mention, or any other space or consideration other
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CALIFORNIA STYLIST & SALON
| FEBRUARY 2015
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3
>Going Viral: The Power of Social Media
prices; you don’t have to do a thing.
CLICK ON THE HEADLINE TO SHARE :: SAVE :: PRINT :: VIEW
Strictly for Students
This is only one of a number of apps out there. Beautybooked and
Beautified are a couple more useful apps, although Styleseat is the most
Maggie Cruz
popular at this time.
In today’s world, when someone thinks about using your services or
just wants to know more about you, they will Google you, look you up on
Facebook or Instagram and find out what you are all about before they
even call you.
While this may sound like a scary prospect, we can use it to our advantage if we know how to market in this digital age.
First of all, Google yourself and find out what comes up. Most of
you won’t have any problems, but make sure there are no embarrassing
YouTube videos or Facebook pages that would make a person think you
are different than the way you truly present yourself. Also, make sure there
Another way for potential clients to find you, and then find out about
you, is Yelp. Yelp can be a blessing or a curse. We deal with Yelpers every day
in our school and, good or bad, people do have opinions and they do share
them on this site. I look up things on Yelp all the time, as do a lot of people.
Although not all of us can have five-star reviews all the time, how you
handle a negative review can be as important as a positive one. First and
foremost, do not get defensive.
If someone did not like your service or your place of business, this is
their opinion and arguing with them about it or pointing out why they
didn’t get what they wanted isn’t going to win
are no bad reviews of your work.
Let’s talk a little bit about photos on Facebook
and Instagram. If you think it’s fun to post pics of
We live in a world where every-
yourself partying the night away, you may be doing
thing is at our fingertips and the
harm to yourself and not even know it. If you are
power of social media cannot be
going to be a professional, you need to keep all
social media professional or at least harmless. Make
denied. Use it to enhance your
sure the person on your social media is a person
work and your business and you
you would like to trust and you can relate to.
will find it is the best marketing
That being said, social media is a great way to
market your work and yourself. Instagram is a great
tool you can use.
you any fans.
Try to take emotion out of it and if you don’t
agree with them, at least apologize that they
didn’t get the experience they wanted out of
their visit to you. I always offer a chance at a
better experience the next time they come in.
If it’s a service they felt was not good, offering a discount or even a complimentary service
always takes the bite out of a bad review and
makes them feel validated. Most importantly
way to show people what kind of work you do and
though, it lets others see that you take people’s
give people an idea of your skill set. If you are new in the business, it’s a
feelings seriously and are willing to work some-
great way to find new customers. Be sure to follow popular beauty users
thing out. Even if they never come back, you made your point that you
on Instagram, like nail salons and hair and makeup artists, to see what
take customer service very seriously.
they post so you have an idea of what to put on your own account and
We live in a world where everything is at our fingertips and the power
of social media cannot be denied. Use it to enhance your work and your
how to promote your business.
When looking for a new nail salon, my daughter and I look at
business and you will find it is the best marketing tool you can use. Don’t
Instagram almost exclusively to see what kind of work a salon does. There
forget to update your sites frequently so people following you can see
are so many apps you can use to book and schedule clients after they are
new work… You never know when you will post something that is exactly
initially attracted to your place that you really don’t need a receptionist
what a social media fan will want. You could be just a post away from a
any longer.
new client.
A nail salon we wanted to go to said right on Instagram the only way
to book is through Styleseat, which is an app that will show your online
portfolio, book appointments for you and give your clients a menu of your
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FEBRUARY 2015
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Maggie Cruz, Director of the Marinello Schools of Beauty, one of the premier beauty schools on the
West Coast with campuses in California, Connecticut, Kansas, Massachusetts, Nevada, Oregon and
Utah. For more information, visit www.marinello.com.
Evolve.
A life-changing experience for you and your client.
Wearable Hair Solution for Thinning Hair + Hair Loss
KAYE: Health Professional, Animal Lover, Grandma
I’m sure my thin hair is genetic. I remember my grandmother
being bald, however I never thought it would happen to me. Due
to a medical condition, I had to take prescription drugs that exacerbated
my hair loss. As the director at a hospital, I interact with people every day
and appearance is important.
I started wearing wigs 10 years ago. A friend told me that a well-know
stylist was offering a new service for women with fine and thinning hair
that is an alternative to a wig.
I can’t believe how wearing the Evolve Volumizer has changed my life.
I feel like a real woman again. The Volumizer is a part of me and at the
same time it has set me free. I will never use wig tape again! Whether I’m
in the office, at the ranch, or with my grandkids, I feel like I’m at my best.
This could never have been possible without a well trained professional
hair designer. There are so many women like me who need this product.
I hope the product will be available to more and more women!”
The American Association of Dermatology reports that over 30 million
women in the US are now experiencing hair loss. 80% of women will
have noticeable hair loss by age 60. Due to the aging of baby boomers
that demographic will continue to grow for the next 16 years.
Would you or your salon like to offer an instant and wearable solution
to your clients with thinning hair or hair loss? The Evolve Volumizer is a
hair integration system that can be worn day and night for 4-5 weeks at
a time before your client’s return to the salon for a reset appointment.
Non-invasive, non-damaging, no chemicals or adhesives.
[
This new salon service will set you apart from
your competition, bring in new clients, and
become a NEW SOURCE OF REVENUE.
[
To inquire about how you can become an
“Elite Evolve Certified Stylist or Salon,” call 866.779.2880
or go to evolvinghair.com for more information
and to find a certification class near you.
Stylist: Johnny Plant, The Plants, Amarillo, TX
Certification classes available at the following locations:
San Diego, CA
Jacksonville, FL
Kansas City, KS (Overland Park)
Tallahassee, FL
March 1-3
March 22-24
April 12-14
May 17-19
New Board President,
Members Appointed
California Board News
Board of Barbering and Cosmetology
State of California
Department of Consumer Affairs
P.O. Box 944226
Sacramento, CA 94244-2260
1-800-952-5210
www.barbercosmo.ca.gov
The Board of Barbering and Cosmetology has a new president. Dr. Kari
Williams of Los Angeles was unanimously voted president of the Board at
Kristy Underwood — Executive Officer
its meeting in San Diego on January 12, taking over the gavel from Richard
Hedges.
Dr. Williams, an industry member, was appointed to Board in April 2013.
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The Board of Barbering and Cosmetology does not endorse any article,
product, advertisement, or service contained in this newspaper. If you have
questions or concerns about the contents of this newspaper and believe that
it may affect you as a licensee, you may write to the address listed above.
Follow us on Twitter
at @CA_BBC
She has been the owner of Mahogany Hair Revolution Salon and Trichology
Clinic since 2007 and was a hair stylist at Eclectic Salon from 2006 to 2007.
a Master of Public Administration degree from California State University,
She earned a doctorate in trichology from Élan Center for Trichology.
Northridge.
Board members unanimously named outgoing president Richard
• Joseph Federico, President, Industry Member — Mr. Federico, of
Hedges to be vice president for 2015. Mr. Hedges, a public member first
Sacramento, was appointed to the Board in 2012. He has been the chief
appointed to the Board in 2003, was educated as a teacher in Kansas where
financial officer of the Federico Beauty Institute in Sacramento since 2009,
he received his undergraduate degree in English and History at Kansas
where he was also director of financial aid from 2006 to 2009 and served on
State University. Mr. Hedges received his Master’s Degree in American
the board of directors since 2004. He has been a member of the American
Urban History from San Francisco State University. He was employed as a
Association of Cosmetology Schools and the California Association of
union representative for 28 years by the United Food & Commercial Workers
Student Financial Aid Administrators since 2006.
• Christie Truc Tran, Industry Member — Ms. Tran, of Stanton, CA, has
International Union.
The nine-member Board consists of four industry members and three
been a member of the Board since January 2010. She has owned and man-
public members appointed by the Governor, and two public members ap-
aged Happy Nails of Costa Mesa since 2005. Previously, she was manager of
pointed by the Speaker of the Assembly and Senate Committee on Rules.
Happy Nails of Newport Coast from 2002 to 2005. From 2001 to 2002, Tran
Most Board members serve four year terms, with two of the public and
two of the industry members appointed by the governor serving initial twoyear terms. Board members perform their duties without compensation.
was a nail technician at Happy Nails of Rancho Santa Margarita and a travel
agent at Travel World from 1990 to 2001.
• Wen Ling Cheng, Vice President, Public Member — Ms. Cheng, of
The other board members are:
Palo Alto, was appointed to the Board in May 2011. She is a State Farm insur-
• Mary Lou Amaro, Industry Member — Ms. Amaro, of Clovis, was
ance agent in Burlingame.
appointed to the Board in April 2013. Ms. Amaro has been owner of Mary
• Bobbie Anderson, Public Member — Ms. Anderson, of Los Angeles,
Lou’s Beauty Shop since 1977. She also served as president of the California
was appointed by Governor Jerry Brown in October 2012. She served as a
Cosmetology Association from 2010 to 2012.
field representative for Assemblyman Mike Davis from 2006 to 2009. She
• Andrew Drabkin, Public Member — Mr. Drabkin, of Sacramento, was
also worked as a supervising legal office assistant at the Los Angeles County
named to the Board in April 2013. He has been IT director at the California
Office of the Public Defender from 1978 to 2003 and as a typist clerk for
Democratic Party since 2010, where he also served as Deputy IT director
the Los Angeles County Department of Public Social Services from 1957
from 2006 to 2010. He was also on the staff of Phil Giarrizzo Campaign
to 1968. Anderson served on the executive board of the Legacy Service
Consulting from 1999 to 2006.
Employees International Union Local 660/721 from 1995 to 2003.
• April Moreno, Public Member — Ms. Moreno, of Upland, was appointed to the Board in April 2013. Ms. Moreno has been a government
relations analyst at the Los Angeles County Department of Public Health
since 2011. She was a child support officer for the Los Angeles County De-
Visit Board’s Website to Stay Informed
partment of Child Support Services from 2008 to 2011. Ms. Moreno earned
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FEBRUARY 2015
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www.barbercosmo.ca.gov
Bellus Academy Receives
Top Honor for Job Placement
Bellus Academy, recognized by the publishers of Modern Salon as
one of the nation’s most prestigious beauty and wellness schools, was
named the Top Honoree for Job Placement in Modern Salon’s Excellence in Education program—a nationwide competition that celebrates achievements of cosmetology schools. All four Bellus Academy
campuses were recognized on at the AACS Annual Convention & Expo,
as the multi-unit Placement standout.
While hundreds of schools submitted applications in a variety
open enrollment ends
February 15, 2015
of categories, Bellus Academy owner Lynelle Lynch was ecstatic to
be named Top Honoree on a national scale in the category of Placement, especially in a time while many college graduates struggle with
unemployment.
“This honor confirms what the Bellus Academy team has known
to be true; our students are finding success in the job market immedi-
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ately after graduation. When our graduates find fulfilling careers doing
something they love, our entire team celebrates with them,” Lynch
said. “We have had some incredible talent walk through our doors and
graduate confident with the Bellus exclusive technical and business
education. Knowing that our graduates thrive in a competitive job
market is the reason students come to Bellus.”
How does Bellus help graduates find employment? The Bellus
team prioritizes building relationships with local spas and salons and
hosts quarterly events that bridge the gap between the education and
the professional worlds in the beauty industry. Bellus Academy focuses
on educating and supporting their students to become industry
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professionals through the Bellus Professional Partnership Program. The
program partners students with industry icons, salons, spas, manufacturers and other related experts in a variety of ways such as Extern-
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the online Job Board through the Bellus App.
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Jacqueline Aquino is a Cosmetology Alumni from Bellus Academy
of El Cajon who is currently working at Hair Drezzers on Fire. She attests to the efforts of Bellus Academy, stating “I knew how I wanted my
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For information on Bellus Academy, visit www.bellusacademy.edu.
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| FEBRUARY 2015
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7
>Succeeding with Social Media
Beyond Your Chair
Jayne Morehouse
gets seen and by whom, you will need to budget for Facebook ads to ensure
your audience receives your messages. Ads can cost as little as $20.00. Set a
budget to boost your most important content.
• Do a “soft” launch first. When you’re first ready to take your account
Social media is one of the most popular platforms for gaining new
live, tell a select number of people. Post some content, have them comment
clients, strengthening relationships with your current customers and team,
and make sure you’re comfortable with communicating in front of the
and making a name for yourself in the beauty industry and your community.
world.
In fact, it’s so important today that The Stylist is devoting this entire issue
• Then build your audience. Inform your clients where they can find you.
to helping you succeed with your social media strategy and tactics. Beyond
Test some ads. Test various audiences. Network with like-minded business-
creating your content, here are tips to help you kick off a new campaign or
es. Ask friends with similar customers if they’d like to cross-promote content.
build on your current efforts.
(Never try to highjack another company’s audience without permission.)
• Research how other like-minded businesses run their social media.
• Someone needs to monitor your social media as close to 24/7/365
Follow some of your favorite places to spend time from restaurants to yoga
as possible. Yes, that’s right. People comment, post questions, and look to
studios and some of your favorite brands. Notice what you think and how
interact on their schedules. Meet them there. Ideally, set up alerts that send
you feel when you read the content they post. Is it a reflection of the same
comments directly to your cell phone as a text or direct message.
experience you have when you visit their businesses or use their products?
• If you have separate social media accounts for you as a person and
• Don’t try to conquer every social media platform at once. Get really,
you as a business, keep your personal page private. You don’t want clients,
really good at one before you move on to another. In other words, if your
potential clients or your co-workers seeing comments or pictures that are
clients are primarily on Facebook, start there.
only meant for your closest friends.
• Know what your goal is — then start with the best platform for
achieving that goal. Are you looking to build your clientele or deepen your
relationships with your current clients? Facebook is a great place to start. Is
your goal to attract more employees? Try Facebook or Instagram. Looking to
network with the business leaders in your city? Start with LinkedIn. Not sure
where to start? Ask your audience where they like to hang out.
• Be consistent in tone, voice and content across all of your online platforms — and your place of business. I can’t tell you how many times I’ve
been interested in a business, visited its website then explored its social
media, only to come away completely confused over what the business
is all about. Why this happens: Someone wrote and designed the website
content, while someone else created the social media content — and
the two never collaborated. Even worse: When neither matches the tone,
culture or conversation that happens inside your business. You and your
business need to speak with one consistent voice wherever you are.
• Social media is not free. Yes, you can build a Facebook page at no cost.
However, you will need to invest significant time to work it for maximum
return. Or, you will need to hire someone to develop content, monitor and
respond to comments and listen to relevant topics for you. Plus with Facebook’s current algorithm, which determines whether or not your content
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FEBRUARY 2015
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• Use a secure password and make sure anyone who has access to your
page as an administrator has a secure password. Even though major websites have been hacked and the news reports stories of identity theft nightly,
many people still use the same password for all of their accounts. Or they
choose a password that’s easy for someone to guess. Imagine how much
damage could be done to your reputation if your clients all receive social
media spam, a virus or worse from your account.
• The rules and policies of social media, especially Facebook, change
frequently. Make sure you stay current. Most major changes are well publicized; however, just to be safe, it’s best to search for “Facebook algorithm,”
“Twitter updates,”“Instagram changes,” etc. every month.
• Because of both the investment you’re making, as well as the exposure,
take your social media campaigns seriously. Post content frequently. Communicate professionally. Ask for your audience’s input. And always respond
to comments from your audience; even if just to say thank you.
Be creative. Share your stories. Have fun.
Jayne Morehouse is a monthly columnist for The Stylist Newspapers and the president of Jayne & company, a
full-service brand communications, public relations and social media agency for companies, brands, salons
and spas. Reach her at 440-846-6022 or [email protected]. Follow her www.twitter.com/JaynePR
and www.twitter.com/BeautyIQ and connect on www.facebook.com/jayneandco.
>Team Strategies for Social Media
Raising the Education Bar
directly. This has motivated them to keep getting better at how we service
our clients. Everyone wants to see great comments about their work.”
Time. Tech savvy team members can help owners and managers
MiladyPro
save time. Having team members help the business by being involved in
In today’s day and age it seems everyone is posting, tweeting, blog-
posting, tweeting, blogging, etc. helps them to grow creatively and do
ging, texting and, yes, still emailing. By now most salons and spas are
more than they expect while allowing owners and managers to focus their
using multiple social media platforms to promote their business and build
attention on other business needs.
While you can see the benefits of team involvement there are also
their network.
Like most trends that become a standard way of doing business, social
some disadvantages to be aware of:
media and internet marketing strategies are not only embedded in our
Distractions. Without a clear set of guidelines the team could get
culture, the technology just keeps getting better and more scalable. To
distracted and spend more time than necessary on the internet and in
keep up with this rapid technological growth, salon and spa businesses
social media. This could lower production and results. Be sure to set rules
must invest more time and resources into it.
and expectations.
Website, blogs, Facebook, Twitter, YouTube, Yelp, Google, Constant
“Give Away the Farm” mentality. Without an awareness of financial
Contact, Demand Force, Four Square and Pinterest. Wow! All of these
goals and budgets the team may be apt to push for marketing ideas that
different platforms take time to manage effectively. In order to increase
cost more than the salon can afford.
efficiency and continuity with the message sent, salon and spa owners
Lack of Consistency. Their message may not be consistent with the
message the owner intends.
should involve their team.
There are many different approaches that can be taken. The most
Etiquette. This can become tricky, especially if you ask team members
important one is to get them involved from the start. People get involved
to post or tweet to their friends and followers. This grey area can often
in what they help to create. Include the team in brainstorming sessions
blur or dilute the message you had intended based upon the behavioral
and solicit their ideas and feedback. Not only will they appreciate it, they
patterns of your team member.
These disadvantages can be minimized by setting guidelines for how
will be more apt to execute it.
Any business is as great as the people working in it. Each team mem-
they will use social media. Put the rules in writing, add it to your handbook
ber has unique talents and this is the fun part of the process. Some team
and have them sign an addendum. This creates clarity and continuity. You
members may be the idea generators while others may be great at writing
should also schedule the exact times throughout the week when they are
or creating something visual and colorful. Find their strengths and use
to do their part and keep it to a minimum, such as 15-30 minutes depend-
them wisely. They can help with ideas, posts, blogging, tracking, upload-
ing on the task.
ing pictures and videos, sending emails and texts via Demand Force or
Review your personal phone usage policies to insure that the rules
specifically include when and how they should post or tweet as most
Constant Contact, etc.
As we have begun to identify what they should be involved in, it is
people use Androids, iPhones and Blackberry’s nowadays. Be sure to
now becoming obvious that there are many benefits to social media
follow through and check their work, praising and coaching them to
participation.
enhance their results.
Put a spotlight on them. The more involved members of your staff
Ultimately, you can build your business online while building team
are, the more excited they are about it. This excitement leads to buy in,
involvement and loyalty at the same time. Everyone wants to be a part of
follow through and ultimately more growth.
something bigger than themselves. Take the time to think through what
Awareness. If the team feels connected to the strategies they will be
more apt to follow through and do their part. Sue Burkholder, owner of Salon Art Tiff in Ephrata, PA said, “We post all of the referrals and reviews we
get via Demand Force or comments from clients on Facebook in our back
room. This allows our team to see what their clients are saying about us
10
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FEBRUARY 2015
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your strategies are, what you can delegate, what you need to track and
how it will help your client, your team and you.
MiladyPro is the premier destination for ongoing professional beauty education, providing a one-stop
source that includes the latest trends, techniques and business skills for salon and spa professionals.
For more info go to www.miladypro.com
Don’t Miss the Early Bird Special...
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Robert Reed
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George Alderete
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Michael Page
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Tipperary Is Moving On Up
Being one of the first in the business of salons
geared toward making a child’s haircut a more than
pleasant experience, Tipperary in Beverly Hills, is
taking the reins again and evolving in to a new
“first of its kind” with its new modern and ultra hip
location.
In business since 1971, Tipperary was located
in their original location on Dayton Way in Beverly
Hills up until just one month ago when they moved
locations and gave themselves quite the facelift.
Just one mile away, Tipperary’s new address at 221
S. Robertson exudes an element that has yet to be
done in the space of children’s salons.
Tailored towards kiddos but teens too, the new
space offers a ton more square footage with a juxtaposition of a cool industrial vibe that
still lends itself to a vibrant kid-friendly feel.
Guests will be greeted to an array of sweet treats at Tipperary’s new candy bar, boys can
now purchase superhero backpack’s and t-shirts on the spot and everyone will have access
to the ever-so loved line of Sanrio products- which aren’t sold anywhere else in the area. Did
we mention on site tattoo jewelry!? Everything Tipperary is known for will
still be there too, including the fun distractions from pinball to Pac-Man, comic books
and dolls, cookies and take-home toys at
the end of each service will still bring smiles.
And the famous ORANGE chairs... the
very seats that once sat child stars such as
Jodie Foster, Angelina Jolie, Josh Grobin,
and The Hilton Sisters (and now seat the wee
ones of Heidi Klum, Mark Wahlburg, Hilary Duff
and more) will be following Tipperary to their
new location as well. “At Tipperary, we strive to make an otherwise mundane experience, a fun and memorable one that will keep kids wanting more,” says
owner Debby Parker. “We’re so excited for the
new change of scenery and feel so lucky to have
found such a great new space!”
For more information visit
www.tipperarykids.com
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FEBRUARY 2015
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In the hair world, much of what we do is highly visible: in the mirror,
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Consider this: According to the Pew Research Center, 57 percent of all
American adults and 73 percent of American teens use Facebook.
What do they engage with most often? Photos. In fact, more than half
of women — who we all know frequent salons more than men — seek
out photos or videos. Instagram, Facebook’s photo-sharing app, says they
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have 70 million photos posted daily. And I’m not even counting the activity on other social networks, or the millions of YouTube beauty tutorial
views out there.
I’ve seen firsthand how photos drive the way referrals work in my
studio. For example, one of my clients uses her smartphone to show me
hair color photos for reference, send her friends hair photos and recommend my services — all while she’s sitting in my chair.
I’ve said it before and I’ll say it again: The more we adapt and embrace
technology, the more we will be able to connect with our clients, stay on
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So, what do you need to do to start showing your work via social me-
virginhairproducts.com/stylist (855) 847-1102
dia? Well, it’s easy. Any time you complete a service you feel is particularly
share-worthy, ask your client kindly if you can take a photo of their hair
and share it. If they agree, whip out that smartphone and snap away. Don’t
with how they look. They can either post them and tag you, or send the
forget to tag your client when you post and show how much you appreci-
photos to you to post.
ate them. Your client is essentially allowing you free access to their social
In my humble opinion, there is no professional more attractive than
one who is passionate and proud of their work. So don’t be shy; post away.
network, and that’s nothing to take for granted.
What’s that? You don’t have a smartphone? Order one now. It’s time. I
Put your own spin on things with hair tutorials, creative Vine videos or
finally upgraded mine after too many years without a built-in camera and
even hair tips. Your followers will better understand your style, how you
I’m so glad I did. (If you’re going to use it a lot for work, contact your tax
work and what kind of results you can give them.
professional to see if you can write a portion of it off on your taxes).
As for photography skills, I think everyone appreciates a beautiful
photograph, but you don’t need to be an amazing photographer. As long
as you are showcasing the cut, color or style of the hair, you’re good.
If you’re self-conscious about your photography skills, do what I do:
ask your clients to take the photos themselves. That way, they are happy
14
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FEBRUARY 2015
|
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By allowing more people to literally get a glimpse at your business,
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help you attract clients who are right for you.
For more information, and to stay in touch, join me on Instagram
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Spring Symposium Offers Inspiration/Education in San Francisco
and Women’s looks come to life with the only
Beauty Solutions second annual Spring Symposium
product used backstage at London Fashion Week.
will take place on Monday, April 13, 2015 at Parc 55 Hotel
Trent Magnano and Justus Kerr of Laurent D.’s
in San Francisco. The Spring Symposium will feature six
rotating classrooms featuring artists from Kevin.Murphy,
Privé Artistic Team will feature men’s grooming
Hot Heads, Label.m, Alfaparf, Privé, I.C.O.N. and more!
and barbering along with Privé Signature styling
techniques. This presentation is cutting edge and
Kevin.Murphy global session artists David Lopez
and Kate Reid will present Kevin.Murphy Signature
will provide you with inspirational skill-building
Styling techniques and looks inspired by fashion week.
techniques.
They will also introduce the launch of the long awaited
Kevin,Murphy haircolor, Color-Me.
Vicki Casciola will show you how to apply a full head of
Hot Heads Extensions in under an hour so you can begin
Kevin.Murphy global session
artists David Lopez and Kate
Reid will present Kevin.Murphy
Signature Styling techniques and
looks inspired by fashion week.
Alfaparf presents their new collection and
PATTHAIRN Techniques, including the incredible
game-changing haircolor, Evolution. See why the
Alfaparf Color Challenge is changing the way colorists see their color.
offering this service in your salon. Ombré, Pastels, rooted
and extensions will be showcased with many tips and tricks to improve
I.C.O.N. Global Artistic Director and co-founder of I.C.O.N., Chiara,
will demonstrate the cutting and styling techniques of two looks from
or expand your extension business.
The award-winning label.m International Artistic Team will feature
I.C.O.N.’s 2015 Collection. To reserve your spot see your Beauty Solu-
their top talent and will demonstrate cutting and styling techniques
tions Representative, or call the office toll-free: 1-888-973-7546. Visit
from the 2015 label.m (Toni & Guy London) collection. See both Men’s
www.beautysolutions.com for more information.
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| FEBRUARY 2015
|
15
>Four Marketing Priorities for Today’s Digital World
by Katherine Schober
of their frustrations, a place to put their negativity out into the world and
There is nothing as big as the internet. The boundaries online don’t
exist and the possibilities are endless. There are so many messages to
feel weight lifted off their shoulder after they hit submit.
Unfortunately for the rest of us, these negative reviews last forever af-
compete with and so many places to make your mark; marketing in
ter that submit button has been pressed. It’s important to create your own
today’s digital world can seem like a daunting task.
profiles where reviews can be made, so you can easily manage, respond,
With so many places potential clients are going online to talk about
their experiences with brands and services they use, it’s important to narrow
and rectify any negative reviews.
It also falls on you as a salon or stylist to display where you can be
down where you focus your digital efforts, what your message will be, and
reviewed, the same way you displayed where you exist in the social media
know why you’re there in the first place.
realm in your salon. Ask satisfied and loyal clients to leave a review for you
Let’s break it down into four marketing priorities: your website, social
in a specific place. If you have a tablet, you can even have it propped up
media footprint, management of online reviews, use of advertising. Hav-
with a small sign that says, “Before you leave, leave a review and get 10 per-
ing all of your bases covered can seem like a handful, but it all starts with
cent off your next appointment!” You even give them incentive to schedule
having one central location.
another appointment with you at a discounted rate. For every client that
Your website is your home base. It’s where you alone control what po-
you get to leave a positive review, that negative review becomes less and
tential clients see in your brand and about your brand. Focus on having a
less weighted to online viewers. So whether it’s Google, Yelp, or Facebook
clean design, a logo that represents you as a salon or stylist, clear message
reviews, make sure you’ve created your brand’s page, monitor and address
about what you do and a list of services you provide, and of course, ways
all reviews, and solicit positive reviews from clients while you have their
to connect with you via social media and personal contact information.
attention.
At the very least, your website must have these things to be complete.
Lastly, your digital marketing strategy should include some form of
There is always more you can do, like creating a blog, following other
advertising. Connect all of your social media profiles to your website and
blogs like yours, offering to trade posts with a like-minded blogger to
actively pursue your current clients and potential business targets nearby.
cross promote each other, etc. But you should spend time developing your
Facebook ads are incredibly affordable and can help you expand your
message to the digital world; you never know who might stumble upon
reach to new clients and friends of clients. Posting specials and ads for
your page. So at the very least, make sure you have all the information you
your business on your social networks is also okay, as long as your posting
need hosted on your website.
strategy is balanced and not constant ads and promotions.
In today’s digital world, brands are able to speak directly to their
If you want to get serious about online advertising, consider looking
customers using social media. But it has become more than that; it’s now
into a budget for paid ads on other websites, Google adwords, and even
imperative that we do. Salons and stylists should be taking the relation-
sponsored articles about your work. But at the very least, do yourself a
ships with their clients one step further by connecting with them digitally
favor and get a Facebook ad campaign going for $50.
when they are not physically in their chair. Make sure you have your social
Marketing in today’s world doesn’t have to be overwhelming. As salon
profiles visible in the salon and tell your clients when you see them that
owners and stylists, time is money. Trying to stay on top of education,
you’d like to connect.
new styles, and client retention is already a full-time job. It’s easy to let
Pull your phone out and get it done before anything else. Then ask
to take a before photo for your portfolio. Most clients are happy to help,
especially with a shot of the back of their heads. When you finish, take the
marketing efforts take a back seat to other priorities, especially when the
internet, so vast and ever changing, can be so intimidating.
But if you break it down into these four categories of website, social
after, and be sure to post on the social network in which you two have just
media, online reviews and online ads, you can rest easy knowing you have
connected, tag your client, and watch your social reach help expand your
all your bases covered.
client list with digital word of mouth.
Behind every keyboard is a tough guy. There are plenty of cynics and
people that would rather complain about the bad than focus on the good.
These people LOVE the internet. To them, the internet is a place to vent all
16
|
FEBRUARY 2015
|
|
Katherine Schober is the Digital Marketing Director of Hair Construction, a company dedicated to improving the lives of stylists through education, visibility and client engagement. Through their online platform,
stylists can gain access to instructional videos and hair recipes, their own free website and online portfolio,
and get featured in the Stylez app. Hair Construction is looking to the future, the future of hairdressing.
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book, etc., now most of our marketing has taken on a
likely to use the web versions of the white and yellow
digital twist.
pages or to just Google what they are looking for.
FEBRUARY 2015
NPO PAS CA Stylist Mar/Apr 2015 Ad.indd 1
|
There is more than one online version of your local
helpful to make this specific. Many clients will just say
telephone book, so select one carefully based on the
they found you on the internet, but if you can find out
demographics of the market that they reach. If they
“how” it will help you fine tune your marketing.
don’t reach your target market, look elsewhere. Search
Engine Land, www.searchengineland.com ranks the
Merchant Connection, City Search, Pinterest, or
top online yellow pages. Their website also has a lot of
Facebook? The more you can find out the easier it will
information to help you understand the language and
be to plan and get the best return for your investment
terms used in digital marketing including SEO, SEM
of time and or money. The most important part of
and other terms that can make the eyes of the average
marketing is a thorough knowledge of our client base.
entrepreneur glaze over.
Who are they and what are their demographics? How
Television is a good alternative depending on
do they get information and how do they prefer to be
how many stations are in your area that can also give
reached?
you useful digital marketing. The cost per viewing and
While this always was important, it is even more
client demographics will guide this decision. Do your
critical today. If you don’t know your customer base
clients all watch different stations or does there tend
you will waste time, money and lots of effort to no
to be a favorite? Television can work but it must be
avail.
planned and budgeted carefully. Watch for specials or
“mini-ads.” This is a little different technique for using
ing as their preferred mode of communication. This
television. Instead of a 30 or 60 second commercial,
makes them a perfect market for Tweeting or text-
consider a 15 second one. It can still get the message
mails. Those on a tight schedule may not have access
across but much less expensively. Digital handling of
to their text phones on a full time basis. When my
commercial footage also reduces the cost of creating
instructor, dental hygienist, massage therapist, nail
the commercial and helps get costs down. Pay for the
technician or hair designer has to pause their work to
filming of the commercial and you will own it. Have
check texts I’m on the hunt for a different technician.
them send you the commercial electronically and add
As these technologies evolve, so will the courtesies of
it on your website and or on other television channels.
Online newsletters are the digital way to reach
The best way to approach a working group, say
|
als are using the print version of the yellow pages
Typically those that reach for the telephone book are
how to use them.
18
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consumers. While it used to be all about television,
The teen and college age clients use text messag-
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Yellow pages used to be the gold standard in
because so fewer people use it to look businesses up.
Did they use Google or Bing, a Yellow Page search,
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ages 30-60, may be emails rather than tweeting.
Constant Contact, www.constantcontact.com, not
The message will be there when they have access
only allow you to create digital newsletters, but
1/12/15 9:26 AM
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birthday cards, flyers, email blasts, events, surveys and social marketing
campaigns. They are evolving into a one stop shopping experience for
digital marketing and business building. Fees are based on how many
contacts you have in your lists and the type of marketing you want to
do. Email pricing for zero – 500 contacts is $15.00 per month, 500-2500
is $35/month and it goes up from there. Events, surveys and social
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pretty simple to export this list for importing into your Constant Contact
many LOCAL people will find it, and how? I think it has great promise, but
account. If you are just getting started and don’t have a client base, you
I think we need to do our research to effectively use it. If you want to use
could use the social campaigns and or SaveLocal. Social campaigns run
about $20/month and SaveLocal coupons are based on the price of the
coupon. They even offer Social Concierge to handle your social campaigns
completely for you.
Newspapers are going more online and I have noted the online versions have less expensive advertising rates probably because the production costs are lower. As with other types of marketing, it is important to
learn about a particular newspaper’s readership/viewership. If you go with
the online version, how many people are actually going to that page?
Check the website out to see how ads are viewed by the reader. How easy
this venue, who is going to write the script and who will be doing the
actual demonstration and the filming? How will editing be handled? Will it
be posted on YouTube or on your own website or both?
With mature clients digital marketing can be more difficult as they
may use a smart phone but they not be as comfortable with information
coming into them on it. The older the client’s age bracket, the more they
may prefer a reminder phone call or to receive a printed newsletter, in lieu
of a text or an email. The problem with this is the cost factors.
It was startling to realize that this year 70 percent of our business
is it to navigate the newspaper? Does the paper have “live links” so if a
holiday cards from suppliers and manufacturers were transmitted via
consumer reads your ad they can click on a link that will take them directly
email – not the old fashioned way. The savings of labor, paper, postage
to your website? This is a newer trend and could be very beneficial to the
and recycling are great; with the only downside being it’s hard to hang
advertiser.
holiday emails up in a decorative manner. Despite all our digital efforts,
YouTube has become an interesting marketing approach. You can find
people demonstrating all sorts of different services as well as manufacturer’s now use this method to distribute information. How protected is
your submission? Can it be confiscated or used by unauthorized persons?
Does it drive clients back to you as opposed to others in the area? How
there are sometimes when that solid, hold it in your hands item beats
electronic transmissions completely.
Judith Culp, has been in the esthetics industry since 1980. She is the owner of NW Institute of Esthetics, Inc. and contributing editor for Miladys Standard Esthetics: Advanced and lead author of Esthetician’s
Guide to Client Safety & Wellness. For more information visit www.estheticsnw.com.
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19
>Turn a Negative Review Into a Positive Opportunity
theme song stuck in my head since!”
You can safely ignore negative reviews that are unreasonable or
The Beauty Advocate
ridiculous in nature. To determine if a review is ignorable, ask yourself, “If
Tina Alberino
someone were speaking these words, what would that person look like?”
So, you’ve finally gotten your first (and hopefully last) negative review
online. Although disappointing, think of this as an opportunity that will
allow you to grow professionally and show others that you care and are
If you’re left with the mental image of a ranting, toothless vagrant —ignore it. Reasonable people will see the review as meritless.
When addressing a legitimate review, your response should address
willing to make changes to satisfy legitimate complaints. A diplomatic
the specific complaint when you express how you plan to correct the
response may even secure new clients. Follow these tips to put your best
issue moving forward.
Prices. Showcase the benefits that set your business apart (assuming
foot forward:
Don’t hesitate. Apologize in the first sentence. “I am sincerely sorry
the higher prices are justified). If you offer monthly specials or run promo-
that you had such a negative experience and I would love the opportunity
tions, mention that also. Some clients simply can’t afford to (or refuse to)
to make it up to you.”
pay higher prices. Don’t renegotiate your prices unless they negatively
Express gratitude for the review (even though you very likely don’t
affect your business on a massive scale. If one or two clients complain
appreciate it at all). “I appreciate you took the time to write a review. These
about the price every so often, don’t panic; panic when people begin
reviews are incredibly helpful to me, so thank you for communicating to
complaining about the quality of the services they receive in relation to
me where I am falling short so that I can rectify the problem immediately.”
Make an offer. The client may not take you up on it, but make an
effort. “If you would be willing to give me another chance, I would love for
you to enjoy [service] for [percentage/dollars off ].”
State how you plan to correct the problem. “I am taking proactive
steps to ensure that this issue doesn’t arise in the future. I am doing this
by ___. I promise you nobody will ever experience this problem again.” If
the problem was caused by a communication issue, say that you are now
going to be more conscientious in your communications with others. If
it had to do with a bad service, inform the reviewer you are having your
skills reassessed. Promise it will never happen again—and mean it.
Close with an apology and gratitude. Multiple apologies are necessary where negative reviews are concerned. “I want you to know again
how sorry I am about your experience. I do appreciate your feedback and
hope that you’ll give me another chance to earn back your business.”
Learn from the feedback. Adapt your business to ensure that
nobody ever has a reason to leave a similar negative review.
the prices they pay.
Staff behavior. Tell the reviewer you have reprimanded the person
(or people) responsible. In booth rental situations, this can be difficult to
handle since your “coworkers” can’t be held accountable for their behavior,
but do what you can to ensure that the client will not have the same
experience again should they return.
Service quality. Make a commitment to continuously improve.
Continuing education doesn’t have to cost tons of money. Find a mentor
or partner with another professional for practice sessions.
Salon cleanliness. Regardless of how busy you are during the work
day, there’s no excuse for clutter or filth in the salon. If you don’t want to
clean, hire someone to do it.
Your response should be classy, upbeat, apologetic, and humble.
Don’t get confrontational or attempt to explain your side of the story.
Never blame the reviewer. Even if you suspect the review is unfounded,
unjustified, or made up entirely, do not attempt to discredit the reviewer.
Those behaviors make you look unprofessional — and like the aforementioned ranting vagrant.
Only address legitimate complaints. In general, salons receive bad
Keep it together and not only will you salvage the relationship with
reviews regarding the same four things: prices, staff behavior, service qual-
the reviewer, but you may gain the respect of potential clients who ap-
ity, and salon cleanliness. Periodically, someone will throw a curve ball.
preciate how you address complaints.
For example: “The salon smelled like the perfume my ex-husband’s
mistress wore and I think the technician was transmitting messages
directly into my brain through my feet because I’ve had the Law & Order
20
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Tina Alberino is a blogger and beauty industry activist specializing in employment rights, ethical salon
management practices, and professional development for beauty professionals. She posts articles on
these subjects regularly on her blog, This Ugly Beauty Business (www.thisuglybeautybusiness.com).
>What Social Media Means to Me
Blue Highways
customer service and that you never get a second chance on a less than
good first impression. Unfortunately some of these truths were learned by
Jerry Tyler
experience.
Every new client had a three-by-five card to record their information
The Term “Social Media” May Be New,
But The Concept Has Been Around For Years
and color/perm formulas. The gauge of success was when you purchased
the second or third box for new client cards. Every once in a while I would
After 40 years in the beauty industry, talking about using new technology and social media to grow your business seems foreign to me. When
I read a post about someone’s experience at a salon, it is rarely about
technology; rather it is about the human side of their experience they are
writing about.
With the advances of new technology comes the ability to reach
broader audiences to promote our brands and world class service. In
the end it may be the technical skills that reach the target audience but
it is the human touch that creates the bond and seals the deal in the
take my card files home and send discounts to clients I hadn’t seen in a
while.
With the advent of the web you now need a web “presence.” I believe
you still need to be “present” also just like in the past. With the focus on
social media let’s not forget it’s the social contact that truly is the cement
that bonds our professional and personal relationships.
Jerry Tyler’s column Blue Highways is his “Road Less Traveled” perspective on the solutions and challenges facing the beauty industry. With over 35 years in the salon industry as an industry leader, educator and artist. He is currently Educational Director for 729 Beauty and the former Board president of
the California Board of Barbering and Cosmetology.
relationship.
I remember in the mid-70s receiving my first box of business cards as
an aspiring stylist. I well remember the handshake of congratulations from
my mentor. “Every client gets three cards every visit,” she said. “The first
box is on me, after that it’s on you.”
Never leave without at least 12 cards in your pocket, I was told. Every
bank teller and checkout cashier got 50 percent off their first visit and for
every three new referrals received they received a free haircut.
I soon realized I wasn’t born with a clientele; I had to build one. I
learned the value to ask questions when my new client was in someone
else’s chair. Also I was now a stylist in a different county from where I did
my training. I was the “new kid in town.”
I attended women’s club meetings offering make-over consultations.
We produced hair shows at the local high school. Pictures of our events
went into the student and local papers. On Monday evenings I did free
haircuts to hone my skills and learn new ones. The only requisite was the
model would be willing to wear something new. This put the newer styles
I was seeing in the hair trades out in my community. Instead of paying for
advertisement, I had a walking advertisement. Soon I had stylists from
other salons coming to me for their haircuts.
Unknowingly I soon came to realize that word-of-mouth recommendations was the form of advertising that money can’t buy. I became
aware that a satisfied client tells three to five of their inner circles, yet
a dis-satisfied client will tell everybody who will listen. Given the small
town environment where our salon was located I learned the value of
>Nation’s Premiere Haircolor
Event Returns to Los Angeles
Why are some haircolorists more successful than others? Why do
some haircolorists breeze through the day unaffected by the challenges they face? There can only be one answer, EDUCATION. But
where can you find haircolor education is a question we are faced with
everyday.
Manufacturers are responsible for almost all of the education
today. Which can be great but it also can be limiting to the haircolorist.
This is why Andre Nizetich, president of the American Board of Certified Haircolorists (ABCH) created a one of a kind seminar produced
completely by haircolorists to be held on June 28-29, 2015 in Los
Angeles at the LAX Marriot Hotel.
The ABCH Energizing Summit offers small classes so the attendee
has a chance to ask questions and interact with the educators. There
are a variety of haircolor subjects to choose from and focus on the
areas needed most. The Energizing Summit offers hands on classes
and business classes that are focused on the haircolorist and how to
succeed. So the answer to where you can find haircolor education is at
the Energizing Summit, June 28-29 in Los Angeles and work towards
becoming a American Board Certified Haircolorist. For more information and to register visit www.haircolorist.com or call 310.547.0814.
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21
>Dos and Don’ts of Social Media Marketing
The Beauty Professional
Twitter, Instagram, LinkedIn, etc.) -- We all know what you are doing and
it’s annoying.
Fred Jones
• Don’t use profanity – I shouldn’t need to tell you this, but I will. It’s
important.
Whenever I know someone with particular expertise on the monthly
theme of this magazine, I pick their brains for the benefit of Stylist readers.
This month I am pleased to bring you an interview with Sharon
Esche and Alexander Irving, the principals of Esche & Alexander
(www.beauty-pr.com), a national beauty PR firm specializing in the professional and retail beauty industry with almost three decades of service
to some of the most respected names and companies in the industry.
Originally located in New York City, Alex and Sharon now live and work
in San Diego, Calif. They also post helpful information on their blog,
www.beautyprpro.com A Salon/Spa Professional’s Guide to Getting Press.
What is the initial advice you give to someone contemplating the
use of social media to market themselves or their products?
First and foremost is their mindset … to never forget the essence of
social media is being social, not selling. Sounds simple, no? So how come
so many individuals and companies don’t get that? What we do when
• Don’t tag people on a photo on Facebook without their permission –
Talk about annoying and assumptive.
• Avoid misspellings and bad grammar. – It hurts your credibility and
authority.
• Don’t become argumentative -- Arguments turn people off. Keep your
cool and handle the situation.
• Don’t leave comments or questions unanswered, or be tardy in replying
– It leaves the impression you are not paying attention.
• Don’t be negative – People are more likely to read and respond to positive posts on social media. Share content that is inspirational, uplifting,
informational and/or fun. This type of content is more likely to be viewed
and shared.
• Don’t plagiarize. Not only is it wrong, it can end up being downright
embarrassing when you are caught at it. Bye-Bye credibility.
• Don’t ignore negative comments. If you are wrong, fess up. People will
we are being social is to tell stories, share helpful information, entertain,
respect you for it. If they are wrong, sharing your point of view further
inspire, motivate, make people feel good, make ‘em laugh, etc.
may be helpful, but avoid becoming argumentative (see above).
One of our favorite social media gurus, Gary Vaynerchuk says,
“Marketers ruin everything” … and he’s right. No one goes on Facebook,
How do you recommend someone get started using social media?
The shortest answer is to start and continue reading up on the topic.
Instagram, or Twitter to read up on your selling pitches. Being successful
Real social media marketing involves a working understanding of the
using social media and attracting your desired target follower means you
primary social media platforms someone plans to use, some real planning,
need to be a storyteller. Your stories need to move people’s spirits and
strategy development, and a dedication to the task. Random Facebook,
build their goodwill, so that when you eventually ask them to buy from
Twitter and Instagram posts do not a social media campaign make.
you, they feel like you’ve given them so much it would be almost rude to
A helpful referral we often provide to someone starting out, or even
refuse. There is no sale without the story; no knockout without the setup.
someone struggling along the way is to one of the best blogs on the
Understand storytelling and you are halfway home.
subject of social media we know of: Copyblogger.com (Brian Clarke).
One more important first thought. In any social situation, nobody
This website is the front door to a ton of excellent information on this
enjoys listening to someone always talking about themselves. People like
subject, all written clearly and for non-tech types. The starting place is
conversation and participation on topics they are interested in. In social
www.copyblogger.com/social-media-marketing. As they read through the
media lingo, it’s called “engagement.” Want to be a great conversationalist?
many posts and links provided by Brian, they will also discover how he sells
Write about things of interest to others and always ask questions; open
things and not mind it happening a bit because they are getting so much
the door for them; encourage their participation. Remember, it’s not all
out of the information provided.
about you, it’s about them. They are the guests in your home. These are
the elements that make people want to follow you or your brand.
What kind of things should marketers avoid doing with social media?
Here’s a short list. There are more, but these are the biggies:
• Don’t post the same thing on all your social media outlets (Facebook,
22
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FEBRUARY 2015
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Thank you so much for your insights on this important medium
for marketing one’s beauty services or products.
Fred Jones serves as Legal Counsel to the Professional Beauty Federation of California, a trade association
singularly dedicated to raising the professionalism of the beauty industry. To learn more about the PBFC
and receive further details about the subjects contained in his column, go to www.beautyfederation.org.
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>Honoring Vicki Peters, an Industry Icon Nail industry icon, Vicki Peters lost her
States of America.
short, but dignified and valiant battle with
She pioneered the
cancer Dec. 31, 2014 with her three sisters by
first live online
her side and love pouring in from every cor-
educational pro-
ner of the globe. During the week of Jan 18
gram, developed
- 24, the nail industry honored Vicki’s birthday
effective educa-
(Jan. 18) and her relentless contribution to
tional programs
the nail and beauty industry by following one
and videos for
of her base mantras: Dress For Success.
manufacturers, and has consulted across
An award winning professional nail
technician, Vicki Peters wowed the industry
with her championship nail expertise and
professional authority. As a cover artist and
author, her exquisite work has been published
In October 2014 at the NW Nail Tech Retreat in
Seattle, Vicki Peters was honored with a lifetime
achievement award and crown. Pictured here
with Ellen Torchia (left) and Jessica Hoel, many
of the participants at the event spoke about the
impact she’s had on their lives.
Vicki Peters
1954-2014
the nail industry.
For more than 25 years Vicki Peters’
career took her from the manicuring table
to the competition arena as a competitor,
judge and competition director. This path
led to more than 15 years of magazine work
worldwide, more than any other nail service professional in the history of the nail business. As a global educator,
with Nails, Nailpro, Stylist Newspapers and many others. Her work has
she trained technicians in over 18 countries as well as in the United
been featured on hundreds of magazine covers. WWW.CALIFORNIASTYLIST.COM
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| FEBRUARY 2015
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23
>Are Your Marketing Techniques in Line with Today’s Generation?
Beauty Insider
by Marissa Porcaro, PBA Director of Marketing
Generational Targeting
All individuals born from 1980-1995 are known as “Generation Y”,
and according to generational expert and author Jane Buckingham, this
generation is made up of the best consumers due to their upbringing.
One of the most important tasks a business owner is faced with is not
only getting clients to walk in the door, but retaining them as well.
Marketing is always a challenge and the result of poor advertising can
Gen Y grew up just as the internet was becoming the powerful tool
it is today. They were the first to really immerse themselves in the online
world and experienced what life was like before the internet dominated
be catastrophic, especially in today’s modern world where exposure is
how we communicate. Due to the ease of getting information instantly,
critical. In contrast, efficient marketing, knowing your demographic, and
Buckingham believes their exposure to the internet has made this group
keeping up with technology are extremely beneficial and will help keep
more open-minded and inclined to shop around.
your business booming. Be sure to take full advantage of free marketing
As a business owner, it’s your responsibility to ensure that you are
opportunities through social media, but don’t forget how important face-
speaking directly to Gen Y in your marketing efforts to capture this active
time can be with potential clients; getting your salon involved with your
group. Buckingham suggests that simple, direct, and to-the-point market-
community can help leave a lasting impression.
ing will greatly appeal to this group, and honesty is always the best policy.
If your business is relatively small, or you would simply like to take on
Although there are more generations that make up the current
marketing yourself, there a few things you need to know to ensure success.
consumer market (Generation X 1965-1979 and Generation V 1996-2011),
Today’s Advertising
it’s Gen Y who is the most influential and likely to experiment with brands.
There was a time in the not so distant past when marketing and
If your business and/or budget are small, or you’re doing all marketing
advertising were done without the help of the internet. Newspapers,
yourself, it’s the attention of Gen Y you’ll want to attract. Their tech-savvy
magazines, television, and billboards were the main visual media outlets
ways will help your efforts naturally. For example, a Gen Y individual
for brand names to market themselves to consumers.
is more likely to post on Facebook about the wonderful service they
Then the 21st Century rolled in with a wave of new technology and
received while visiting your establishment than someone from an older
revolutionized the way we advertise, communicate, shop, and even the
generation who only occasionally uses social media to keep up with fam-
way we do beauty. In today’s age, beauty has gone from a simple, visual
ily. As a result, their Facebook friends and friends of friends are exposed to
art form to an all-inclusive interactive experience. Consumers today
your business name, and word of mouth grows organically.
expect to be wowed by your brand and business, but it’s up to you as a
Learn Social Media
business owner to present your brand in a way that keeps consumers
engaged and coming back for more.
With that being said, as a business owner you need to stay up-to-date
on the latest technology in order to advance your business along with
the rest. If you’re not technologically inclined, some beginning computer
Identify Your Demographic
Is your business oriented to a specific age group? Who are your most
loyal customers? What type of community is your business in? These
courses will greatly benefit your efforts and help boost your confidence.
It’s easy to get overwhelmed by today’s tech-heavy focus, so choose two
are all questions you should be able to answer before coming up with
social media outlets to start with -- and stick to them. Using sites like Face-
a marketing strategy. In order for you to hit your mark and get through
book, Twitter, and Instagram, for example, are great ways to interact with
to your potential clients, it’s crucial to speak to them in a language they
your community, stay in touch with clients, and show off your work, while
understand; so get out there and start immersing yourself in their world.
Yelp is incredibly important in gaining new clients through positive reviews.
Take a walk around the neighborhood and pay attention to your
Be consistent and post often. Keep your posts short and to the point,
surroundings. Are you in a family-oriented suburban area? or an up-and-
keeping in mind that technology has molded all generations to be im-
coming, hip, trendy city area? Identifying your target demographic is
patient and they want their info now. If your posts are lengthy and aren’t
crucial for success, and being able to speak to them and get through to
visually appealing, consumers will have no problem scrolling past your
them is another added challenge.
post without a second glance.
24
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FEBRUARY 2015
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It’s also important to try experimenting with the day of the week and
a blogger has a large following, big brands seek them out, provide them
time of day you post. Are you getting little or no activity when you post
with free product, and in return, the blogger creates a post or review
around 5:00 p.m. on a Monday? If your target demographic work 9-5
about the brand.
jobs, posting at 5:00 p.m. time is inconvenient. Your clients are most likely
This type of sponsorship is beneficial for both parties: It results in
rushing out of work and anxious to get home; putting social media at the
free product and bragging rights for the blogger, and free advertising for
bottom of their list.
the brand to a large group of people. This type of relationship between
On the other hand, posting at noon on a Wednesday might give you
better results as your clients are likely taking a break, eating lunch while
brands and bloggers create a sense of loyalty between the two, as well
as a fan base.
Even if your business is small, you
browsing social media sites. Aside from
Be sure to take full advantage of free mar-
can still follow the lead of bigger brands
hashtags to maximize exposure and get your
keting opportunities through social media,
build your own fan base and involve
name out in the community.
but don’t forget how important face-time
implementing a regular social media schedule, it’s also good to learn to properly use
Social media is a free way to advertise,
and one that can get you the most reach if
can be with potential clients; getting your
it’s properly utilized. It will take a bit of ex-
salon involved with your community can
perimenting, but you’ll soon find the pattern
and platform that works for you.
help leave a lasting impression.
when it comes to advertising. You can
your consumers and your community
by being as active as you can on social
media and interacting with your clients.
Create a hashtag that is unique to your
business and ask your clients to use it
while when posting about your business.
You can even go the extra mile and pro-
Widen Your Reach
Marketing and advertising have gone beyond print and TV. Today’s
generations are growing up with all the information they could possibly
want or need literally at their fingertips. With smartphones and tablets
most likely outnumbering family members in a typical household, it’s
vide free Wi-Fi for your clients to facilitate
and encourage the use of social media in your establishment.
Marketing and Small Business
As a business owner you wear many hats and all business responsibili-
important that every piece of marketing and advertising is the absolute
ties fall on your shoulders. No matter what type of business you own, your
best it can be.
primary focus should always be reaching potential clients and keeping
Realistically, you only have a few seconds to catch your potential
them happy once they’ve come through your doors. Ensure you’re placing
client’s eye before they scroll and move on the next subject. Today’s world
equal emphasis on both your marketing and quality of service. No matter
is one that is connected 24/7, and consumers are bombarded with ads so
what approach you take when it comes to marketing, it won’t make a dif-
much that it seems they’ve learned to tune them out.
ference if your service is less than stellar. Strive to make each client’s visit a
Most news and entertainment sites play short ads prior to playing the
video or clip actually clicked on. This upsets consumers since it extends
the time it takes to get to what they really want, while others have learned
to involve their consumers in making business decisions. A good example
being a well-known nail polish company may hold a contest on Facebook
where fans can vote for the next nail color to be released – making their
direct marketing approach not feel like marketing at all.
Other companies essentially recruit consumers and bloggers to be
“product ambassadors,” sending them free product to try, then post about
it on social media in order to get exposure due to their large number of
followers. These modified versions of traditional direct marketing are
tremendously effective and are becoming more popular. For example, if
pleasant and memorable one.
Remember, if you use Generation Y as a starting point, there is a
greater chance for exposure and a wider reach based on Jane Buckingham’s generational studies of social media behavior. The industry is
constantly changing, and you and your business will be left behind if you
don’t evolve and adapt to new technology and ways in which you advertise. Success is out there, and it’s up to you to embrace today’s technology
and utilize it to your benefit.
Marissa Porcaro is the director of marketing and communications for the Professional Beauty Association (PBA). PBA advances the professional beauty industry by providing members with education,
charitable outreach, government advocacy, events and more. PBA is the largest organization of salon
professionals with members representing salons and spas, distributors, manufacturers and beauty
professionals/NCA. Visit www.probeauty.org or call 800.468.2274 (480.281.0424).
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| FEBRUARY 2015
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25
>Delivering Excellence Is More than a Choice
Better Business
lead. That’s where the urgency and energy that fuels the journey comes
from. Followers will lift up a Leader when he or she falls down because
Neil Ducoff
they know it is a rare occurrence, but followers will eventually tire of picking up a leader that naps too much, talks too much and plays the blame
Excellence is a beautiful thing to behold, but what is it? It is that
rare state when all things converge flawlessly into a product, service or
experience.
game too often.
Look, feel, originality: Hold something excellent in your hand and
you know it, feel it and experience its excellence and originality. Service
It is the culmination of innovation, fierce attention to detail, finely
honed systems, discipline and accountability to a desired end result. And
once it is achieved, that state of excellence is admired, and sought after.
In business, excellence is coveted by many but only earned by few. It
excellence is something you can see and experience because it is honed
to a state where it appears to happen effortlessly.
Jonathan Ive is Apple’s long-time engineering designer. In a recent
interview, he was asked, “If imitation is the highest form of compliment,
is much like the Lexus tagline, “The relentless pursuit of excellence,” where
are you flattered at how others copied your iPhone design?” Ive’s response
the word “relentless” defines the extent of the company’s commitment to
an emphatic, “No.” He said, “Those that copy didn’t do the work to achieve
chasing the extraordinary.
their breakthroughs. They didn’t sacrifice the late nights and time away
Without “relentless”, the word “pursuit” becomes highly suspect in its
meaning and intent. A company can easily give lip service to its pursuit
of excellence without ever channeling the resources, commitment and
from family. They didn’t create something amazing that never existed
before.” FACT: Excellence is an outcome.
Imperfections seed compromise: Imperfections cannot be trusted.
leadership necessary to achieve it. Simply put, you may want excellence…
Imperfections are impending points of failure. Everything about deliver-
but how far are you willing to go, and what are you prepared to sacrifice
ing excellence is about Leadership, whether it’s delivering a fine dining
to get it? Here are some insights into delivering excellence:
experience, building a product, providing excellent customer service or
Actions over words: To employees, talking about delivering excellence eventually just sounds like, “Blah, blah, blah.” It’s talking about going
to the gym to workout but never showing up to feel the pain of gain.
It’s talking about losing weight but never sticking to a diet. The worst
even just executing a haircut.
Allowing the slightest imperfection in one chain link will compromise
the integrity of the entire chain to the point where it cannot be trusted.
Excellence demands an investment in skill development, relentless test-
occurs when a leader starts to believe their own hype, viewing their
ing, systems design and execution…and the discipline to weed out any
flawed version of excellence as something that it truly is not.
known imperfections. Anything less than that, and imperfections become
Achieving and delivering excellence is about taking action and the
commitment to do the tough work of getting it right. Excellence is like
acceptable…sometimes even friends.
Evolution and sustainability: Excellence must evolve to be sustain-
a vision statement; if you and your company don’t earn and live it every
able. Today’s version of excellence is simply a template that must adapt
day…it’s just words.
and evolve to remain relevant tomorrow. Each rendition is worthy of
Leaders take it there: Delivering excellence is a journey filled with
breakthroughs and setbacks, wins and losses. It takes a Leader to guide,
push and inspire the people and the company to move towards excellence. That’s why so many companies get stuck at ordinary rather than
extraordinary.
It’s not the people that stopped pursuing excellence -- it’s the leader
who hit the auto-pilot button and then stepped away to take a nap. Real
Leaders must want excellence at least ten times more than those they
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celebration as long as work begins on its next iteration…or a completely
new and innovative design or approach.
Leaders understand that excellence is a perpetual series of stepping
stones. Get too comfortable on one stone for too long and your hardearned excellence can become irrelevant.
Neil Ducoff, founder of Strategies and author of the upcoming book “No-Compromise Leadership,”
developed the team-based pay concept more than 30 years ago and developed a company that
trains and coaches to ensure businesses implement the program successfully. For more information,
e-mail [email protected] or visit www.strategies.com.
20!
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Salon Openings
Salary / Commission
HAIR STYLIST, BARBER ~ Fantastic Sam’s Redlands and Beaumont Ca. under
new ownership. We are looking for experienced stylist in both salons. Come join
our teams! We are hiring NOW! hourly plus commission. Please call Amanda at
909-748-6444. You may send your resume to [email protected].
HAIRART SALON LOOKING FOR
EXPERIENCED • Hair Extension
Stylists • Massage Therapists •
Makeup/Nail Specialists. Must have
own clientele and looking to grow
their business. Commission or salary arrangement. Beautiful 2000sqf
salon with private rooms in prime
location. Sherman Oaks, CA Email
[email protected]
HAIR SALON STATION WOODLAND HILLS ~ Hair salon in Woodland Hills has hair station available immediately for $200 per week
and nail station available for $100 per week -- esthetician room available
for $60 per day Call Fira 818-481-5858
H
Lease Offers
WEST HOLLYWOOD HAIR SALON CHAIR FOR RENT: We are looking for
an established hairstylist with a clientele -- and with a good heart. We are
upscale, professional, and easy-going. We’re searching for that special person
who’s looking to rent at a new salon home. Call (310)967-0999, let’s talk.
SHERMAN OAKS CUT CONNECTION IS A FULL SERVICE SALON OFFERING STATIONS FOR STYLIST OR MANICURIST. Also 1 room for facial, waxing, massage and/or eye lash extensions for RENT. Looking for an
experienced manager. Salon is very spacious and open. Cut Connection
has been in business for 10 years and located across from Whole Foods
and 405-101 Junction. Sheila 818.528.7273.
2 HAIR STATIONS FOR RENT IN STUDIO CITY. Looking for established
professional with clientele. $500/month for each station. Small, modern
salon with plenty of parking and amenities. Call Sondra 818-231-5605.
HAIRSTYLIST STATIONS FOR RENT IN YORBA LINDA ~ Full service hair
salon ~ stations for rent. Come for a visit! Beautiful, remodeled salon! Family friendly. First 2 weeks free! 160.00 per week. Historic old town, Yorba
Linda. Nail station also available. View our beautiful pictures on our website.
www.joncolbys.com
HAIRSTYLIST STATION FOR RENT ---ESTHETICIAN ROOM FOR
RENT ~ Well established Pleasant Hill, CA Beauty Salon is seeking Hair
Stylists, Nail Technician and Esthetician. Plenty of parking. Congenial Atmosphere. We have a private room for rent for an experienced esthetician with
clientele. Call 925-945-6667 Email: [email protected]
H
s a l o n s
Experienced
• Hair Extension Stylists
• Massage Therapists
• Makeup/Nail Specialists
Must have own clientele and looking to
grow their business. Commission or
salary arrangement. Beautiful 2000sqf
salon with private rooms in prime
location. Sherman Oaks, CA
Email [email protected]
MANICURIST SPACE FOR RENT! Private Studio 5 year minim experience in
manicures /waterless pedicures, rent the corner space, beautiful studio share
with a stylist, would be the only manicurist in a beauty center with 50 stylist
and beauty professional’s, call text, email [email protected]. call
310-201-5050 text 310 919-6972 part-time or full time.
Business
Opportunities
s a l o n s
EXPERIENCED MANAGER/ BUSINESS PARTNER WANTED ~ Profit
sharing with no investment needed. Just your talent and management skills for HairArt Salon. Beautiful 2000sqf hair replacement/hair
extension salon in prime location.
Sherman Oaks, CA Email: jackie@
hairartinc.com
Experienced
Manager/ Business
Partner Wanted
Profit sharing with no investment needed.
Just your talent and management skills for
HairArt Salon. Beautiful 2000sqf hair
replacement/hair extension salon in prime
location. Sherman Oaks, CA
Email: [email protected]
HAIR STYLIST STATIONS FOR RENT (2) for rent (2) stations--month $250.00
Ea. First month free Cypress, Lakewood, Long Beach area key provided. Multi
ethnic. Must have clientele. Staff coordinator fra 310-952-1942
WANTED: EXPERIENCED HAIR STYLIST! Rent a 1-station room in established image consulting studio with built in clientele and referrals. Independent contractor status. Bring your own equipment. Available April 15, 2015. call
Marjory or Carolyn at 925-299-0660 or email [email protected].
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SALON IN CYPRESS CALIFORNIA ~ Recently Remodeled, 7 stations,2
shampoo bowls,2 facial rooms, back room washer dryer , security cameras,
established over 20 years, in a busy center next to star bucks and Stater
Brother. Lots of walk ins, For immediate sale $50 000. serious buyers only.
please call 714.398.4991 for more information. no brokers please.
at
The Spa/Salon Manager starting
$
59
Offers yOu clOud cOmputing
Our user-friendly software can be installed on
your computer or on the cloud where you can
access your program from any device 24/7.
Get started today...
Or call us at 800-682-2998 and we will send
Download a
you a FREE Demo Package.
FREE 30 Day Trial
We offer convenient payment plans to fit any budget.
at www.SpaSalon.com Online Booking Option Available. Email [email protected]
CLAREMONT STYLIST STATIONS FOR RENT Two stations available.....$125.00 a 5 day wk. Towels and basic Shampoo & Cond. are included. Area includes La Verne, Upland and North Pomona. (909) 621-0541...
Martha
Shops For Sale
HAIR AND NAIL SALON FOR SALE IN WOODLAND HILLS. Great
Location. Great opportunity. Great Lease. Ask for Joseph, 818-8253467. Asking $14,950 or best offer.
H
HAIR SALON FOR SALE PERRIS/RIVERSIDE CA ~ 13 yrs established salon,
absentee owner retiring, Busy shop, 8 stations, 3 shampoo bowls, lots walkin, in major shopping center, Ample parking, $32,000 OBO, serious inquiry
only, call 714-752-3160
SKINCARE SALON FOR SALE - OWNER MUST RETIRE! Upscale Salon located on Beverly Dr. 1000 sq. ft. with 4 treatment rooms plus 2 small rooms
for makeup or storage. Beautiful reception room with storefront window. 2
Parking Spaces. $15.000 OBO. 310-948-3122.
SIMPLY ELEGANT DAY SPA FOR SALE REDDING, CA - Owner retiring; 1300
sq ft. - 6 treatment rooms, 3 pedi stations - laundry room, kitchen. Has been
established for 15 yrs. In beautiful Redding CA location. Visit us on google:
https://plus.google.com/103641453326107110429/about?gl=us&hl=en
$18,000. Call for more details (530)351-2533 Ask for Cherylann
PACIFICA CALIFORNIA 6 CHAIR SALON FOR SALE ~ Move to the
Sunshine with Ocean Views! Owner ready to retire-Hair Techniques is
a Very Well Established Salon since 1995 and is located along the Beautiful
Coastline of California in Pacifica, 2 blocks North of the Famous Pacifica Pier
and only 15-minutes South of San Francisco. 6 beautiful and comfortable
stylist stations featuring hairstyling, cuts, color, weaves, perming, straightening, and waxing. Great location with gorgeous views of the mountains
and ocean. Lots of parking. Owner is willing to stay on as independent stylist to ensure a successful transition. $50,000.00 or best offer. Call Donna at
650-355-5954 or e-mail at [email protected]
H
BARBER SHOP FOR SALE - WALNUT, CA. Forty-five years same location.
Oldest business license in city. Retiring. Great rent and cliental. Close to two
colleges, high school and grade school. Three barbers. Call Mike at (909)
980-0484 after 7:00 P.M. for additional information. $45,000.
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EDUCATION
PRECISION HAIRCUTTING CLASS WITH NICOLAS. The ultimate in
one-on-one education. Two days of hands-on training at our San Francisco studio. $495 (includes 2 mannequin heads). Call 800-982-1995
or www.nicolashaircuttingseminars.com
DO YOU PROVIDE EDUCATION! Are
you looking for a way to reach stylists
in your area? Reach the stylists that
need to know about you. Advertise
in the California Stylist Newspaper
classifieds and reach over 20,000
beauty/barber professionals. www.
stylistnewspapers.com.
LEARN NEW TECHNIQUES
THROUGH
DVD’S/VIDEO
STREAMING ~ FREE CATALOG!
Check out our award-winning instructional videos on Hair cutting
(w/sheers, clippers, & razors), Styling, Coloring & Updo’s; Makeup;
Facials; Manicures & Pedicures;
Waxing & Hair Removal; Massage;
and Spa & Body Treatments. 800414-2434 ~ www.VideoShelf.com.
DVD’s ~ Video Streaming.
H
COMPEHENSIVE
AA COMPREHENSIVE
CUTTING
CUTTINGSYSTEM
SYSTEM
7DNH\RXUFXWWLQJWRWKHQH[WOHYHOZLWKWKH
Take
your cutting to the next level with the
THE NICOLAS PRECISION HAIRCUTTING SEMINAR
,QP\G\QDPLFKDQGVRQGD\VHPLQDU\RXZLOOOHDUQWKH1LFRODV6\VWHPV
In my dynamic, hands-on, 2-day seminar, you will learn
the9HUWLFDO/D\HULQJ
6 Nicolas Systems
• Vertical
5RXQGHG*UDGXDWLRQ
Layering
• Rounded
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Bob
• Graduated
'LVFRQQHFWHG%RE
Bob
• Disconnected
7KH5DGLDWHORQJVHDPOHVV
Bob
OD\HUV
• The Radiate
(long, seamless
layers)
The Seminar will teach you to use the hair’s own growth patterns to cut $//
KDLUW\SHVDQGHDFKRIWKH6\VWHPVFDQEHDGDSWHGWRDQLQILQLWHQXPEHURI
VW\OHV6WULFWO\OLPLWHGWRVWXGHQWVWKLVWUXO\KDQGVRQVHPLQDUZLOOJXLGH\RX
LQWKHSUHFLVLRQWHFKQLTXHVWKDWZLOODOORZ\RXWRVFXOSWWKHKDLULQVSLULQJ\RX
IUHHLQJ\RXUFUHDWLYLW\DQGLQFUHDVLQJ\RXUERWWRPOLQH
The Seminar will teach you to use the hair’s own growth patterns
to cut ALL hair types, and each of the Systems can be adapted to
an infinite number of styles. Strictly limited to 5 students, this
truly hands-on seminar will guide you in the precision techniques
that will allow you to sculpt the hair, inspiring you, freeing your
creativity and increasing your bottom line.
7KH1LFRODV3UHFLVLRQ+DLUFXWWLQJ6HPLQDU
6DQ)UDQFLVFR
The Nicolas Precision Haircutting Seminar
7XLWLRQ
San Francisco
• 2015 Tuition $495
LQFOXGHVWZR3LYRW3RLQWPRGHOKHDGV1LFRODV6W\OH%RRN
(includes two Pivot Point model heads + Nicolas StyleBook)
The Nicolas Haircutting Seminar
COLORISTS!!!!!! If you have any color
problems Email questions to Andre
at [email protected] or go to
www.mareeandre.com
The 222
Nicolas
Haircutting
Seminar
Mason
St, SF, CA 94102
1-800-982-1995
222 Mason St, SF,
CA 94102 • 1-800-982-1995
For current schedule, & to learn more about the system, visit my website at:
For current schedule, & to learn more about the system, visit:
www.nicolashaircuttingseminars.com
www.nicolashaircuttingseminars.com
USED EQUIPMENT
HIGHLAND USED SALON EQUIPMENT ~
HHighland Used: 8 chairs Burgundy, 8 lobby
chairs, 4 wash station basins/chairs, 1 nail station,
entry desk, 7 half circle
heavy duty floor pads,
8 mirrors, 5 black hair
dryers, stack washer dryer, lunch room table/chairs,
fridge/microwave/coffee station. some cabinets,
909-425-5100 text/email [email protected]
SALON EQUIPMENT ~ New and
used salon Equipment. Showroom
Clearance!! All must go!! All offers
considered. Hydraulic styling chairs.
Retail display units. Reception desk.
Shampoo cabinets. Manicure chairs.
Facial chairs. Dryers etc. Anaheim
location. 714.396.2778
ADVANCED HAIRCARE PRODUCTS
FIND ALL THESE ITEMS
AND MORE AT...
SELLING YOUR USED EQUIPMENT?
Recently remodeled and need to
sell your old furniture? Upgraded
your esthetic equipment? Reach
the people that will buy from you. Advertise in the California Stylist Newspaper classifieds and reach over 20,000 beauty and barber professionals. www.stylistnewspapers.com.
New Equipment
QUALITY, AFFORDABLE BEAUTY SALON EQUIPMENT & SALON FURNITURE. CCI Beauty is your source for high-quality and affordable beauty
salon equipment and salon furniture. Salon Beauty Equipment Ordering or
Information Call: 800.708.0789 www.ccibeauty.com
GALAXY IS THE LEADER IN SALON EQUIPMENT SINCE 1949. We manufacture the latest designs in cabinetry for beauty salons, barber salons, nail
salons, and spas. Galaxy offers designed layouts at the customers request.
We also have a large selection of pre-owned equipment. Our showroom is
open to the public. We offer refinancing and trade-ins. For any special or
custom designs you may contact us at 800.876.4599.
www.mareeandre.com
1-800-542-7008
[email protected]
SAVE UP TO 37% ON YOUR BUSINESS INSURANCE. Salon Owners, Independent Contractors policies starting at $221.00. $2,000,000 liability coverage and salon contents coverage. Call today for your instant quote 877655-0123. Over 60 Years in Business. www.ultimateimageinsurance.com.
Lic. #7962376.
IS PRIVATE LABEL RIGHT FOR YOU? As an American botanical skin care
mfg. for 58 years let us discuss this opportunity with you and see if it fits
in with your future dreams… “Dreams can come true” There are powerful
benefits in the botanical skin care market in this day and age that will allow
you to increase your benefits exclusivity in your name with proven formulas that work naturally. E mail me direct for further confidential information.
[email protected]
PeroxiDe
Wheel
bac-sTaT
inner seT
correcTiVe
color Wheel
The Famous
Pincomb
color Focus
DVD & book
The Pin comb is useD For
back combinG anD To
GiVe hair Volume
BE INFORMED! GET IN THE KNOW ~ about the rapidly changing
landscape of the professional beauty biz. Beauty Industry Report
keeps readers up-to-date on what is REALLY HAPPENING in the Pro Beauty Biz. Visit www.bironline.com for more information and contact Lisa
Iavello at [email protected] for special Reader subscription rates.
+
DONATE YOUR TIME: CALIFORNIA COSMETOLOGY ASSOCIATION ~
SOUTHERN DISTRICT IS LOOKING FOR CCA VOLUNTEER MEMBERS
to help create our future continuing education etc. We need dedicated
people in all areas of Southern California. Our election is coming up in
a few months - so let us hear from you. Non members and students can
apply. (949)598-4500
Specialty Equipment
We’ll meet or beat anybody’s price!
Majesty
Styling Chair
Miscellaneous
CONNECT WITH US AND SAVE $ ON PROFESSIONAL LIABILITY INSURANCE! ~ $159 per year. Insurance available for Independent Contractors,
Booth Renters, Cosmetologists, Barbers, Estheticians, Nail Technicians,
Salon & Spa Owners, Massage Therapists, etc. Apply online for instant
coverage! www.fortierinsurance.com 1-800-927-3566
PockeT
color Wheel
NEW
Model #STY A6
NOW AS
LOW AS
Shampoo Chair
Model #105C
now AS
LOW AS
$269
$595
WAS
$499
Black vinyl only
Black vinyl only
All Purpose
Barber Chair
Silver Series
Styling Chair
Model #965
now AS LOW AS
$359
Model #STY-A9
NOW AS LOW AS
Black vinyl only
$289
Black vinyl only
WAS
WAS
$249
$399
The Firm
Barber Chair
Model 860
NOW AS LOW AS
$639
Black vinyl only
WAS
$795
Shampoo Chair
Model #6010
now AS LOW AS
$159
Shampoo
Chair
Model 601
now AS LOW AS
$595
Black vinyl only
Black vinyl only
We also carry:
• Salon Furniture • Waxing/Massage Tables
• Manicure Tables • Children’s Cutting Chairs
• Shampoo Bowls • Skin Care Equipment
• Spa Equipment
While Supplies Last!
1-800-876-4599
www.Galaxymfg.com
5411 Sheila Street, Los Angeles, CA
|
WAS
$895
BUY DIRECT
AND SAVE!
| FEBRUARY 2015
|
29
> SHOWS & EVENTS
FEBRUARY 2015
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1-3: Evolve Certification Classes, Sacramento CA, 866.779.2880 evolvinghair.com
1-3: Oncology Esthetics Advanced Education For Skincare Professionals, Concord, CA 253.405.5810 www.oss-us.com
2-3: Live Love Spa San Diego, CA 949-689-5378, livelovespa.com
4: Oncology Solutions Presents Stylists Guide to Caring for Oncology Client, Concord, CA 253.405.5810 www.oss-us.com
4: ICMAD Young Designers Competition Dinner Newport Beach, CA icmad.org
4-5: Escape To Spa Marketplace In Hawaii - Spa Event For Salon and Spas, Honolulu, HI www.the-spamarketplace.com
9-10: Jon Gonzales presents 2015 Salon Owners Summit Conference Las Vegas, www.hcds4you.com
12-13: American Massage Therapy Schools Summit Tampa, FL amtamassage.org
15-16: ABCH Mentoring Workshops, Atlanta, GA 310-547-0814 www.haircolorist.com/mentoring
15-16: Esthetique Spa Intl, Vancouver, Canada www.spa-show.com
15-17: Evolve Certification Classes, Stamford, CT, 866.779.2880 www.evolvinghair.com
20-22: Winnipeg Wellness Expo Winnipeg, MB, Canada wellnessexpo.com
21-23 Bronner Bros. International Hair Show Atlanta, GA bronnerbros.com
22-23: Prof. Beauty London, www.professionalbeauty.co.uk/london
22-24: Evolve Certification Classes, Orlando FL, 866.779.2880 www.evolvinghair.com
26: Spa Buzz Nourish Event Phoenix, AZ 970-333-2222, thespabuzz.com
28: NCEA-Sponsored Prep Class, Miami Beach, FL www.nceacertified.tv 201.670.4100
MARCH 2015
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1: Barristar Beauty Explosion, Orlando, FL 949-673-4245 [email protected] www.barristar.com
1-2: The Intl Congress of Esthetics and Spa, Miami Beach, FL 1-800-471-0229 www.LNEONLINE.com
1-3: Evolve Certification Classes, San Diego, CA, 866.779.2880 www.evolvinghair.com
1-4: 2015 Global Beauty & Wellness Exchange, Charleston, SC www.exchangeevents.net/GlobalBeautyExchange2015
7-8: Eugene Beauty Supply Hair and Nails 2015, Eugene, OR www.eugenebeauty.com 1-800-452-2620
7-8: SalonCentric Spring Show Omaha, NE saloncentric.com
8-9: Beauty Expo USA, Chicago www.beautyexpousa.com
8-10: IBS New York, Jacob Javits Center www.ibsnewyork.com
8-10: International Esthetics, Cosmetics and Spa Conference IECSC New York, www.iecsc.com
9: 18th Beauty Expo USA Chicago, IL 314-426-6333, beautyexpousa.com
15-16: I BEAUTY SHOW presents South Florida Beauty Show, Ft. Lauderdale, FL 954-318-9787 www.ibeautyshow.com
15-16: Tammy Warner, presents the HRTE (High Road to Education) Las Vegas, 831.917.5769
15-17: Oncology Esthetics Advanced Education For Skincare Professionals, Denver, CO 253.405.5810 www.oss-us.com
16: National Aesthetic Spa Network Atlanta, GA nasnbiz.com
17: Beyond Wellness/Washington Spa Alliance Washington, DC washingtonspaalliance.com
20-23: Cosmoprof Bologna, Italy www.cosmoprof.com
21-23: America’s Beauty Show, Chicago, IL 800.883.7808 www.americasbeautyshow.com
21-23: Face & Body Midwest Chicago faceandbody.com/midwest
22: BehindtheChair.com Stylist Choice Awards Chicago, IL behindthechair.com
22: ABCH American Board of Certified Haircolorists Examination for Certification, Chicago, IL www.haircolorist.com
22-24: Evolve Certification Classes, Jacksonville, FL, 866.779.2880 www.evolvinghair.com
28-29: The Makeup Show Los Angeles, CA www.themakeupshow.com
28-29: Beauty Supply Entrepreneurship Conf. Los Angeles, CA 404-551-4398, beautysupplyconference.com
28-29: Evolve Fargo Holiday Inn Fargo Fargo, ND www.cosmoprofbeauty.com
28-30: Oncology Esthetics Advanced Education For Skincare Professionals, Renton, WA 253.405.5810 www.oss-us.com
29-30: Baltimore Fashion Focus Baltimore Convention Center Baltimore, MD www.cosmoprofbeauty.com
29-30: Spectrum International Beauty Expo, Los Angeles, CA, (310) 680-7367 www.sibe.us
29-30 Intercoiffure America/Canada Spring Business Symposium Boca Raton, FL 800-442-3007 intercoiffure.com
30-31: Live Love Spa Las Vegas, NV 949-689-5378, livelovespa.com
31: Spa Buzz Nourish Event New York, NY 970-333-2222, thespabuzz.com
APRIL 2015
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8-9: PBA 2015 Distributor Executive Conference Hammond, LA 800-468-2274, probeauty.org
9: Spa Buzz Nourish Event Austin, TX 970-333-2222, thespabuzz.com
9-11: Cosmobeaute Asia Vietnam Phu My Hung, Ho Chi Minh City, Vietnam www.cosmobeauteasia.com
10-12: Int’l Make-up Artist Trade Show (IMATS) New York, NY 360-882-3488, imats.net
11-12: SJBS Beauty Con San Juan, PR sanjuanbeautyshow.net
11-13: Cosmobelleza 2015: Artchitects of Beauty Barcelona, Spain cosmobelleza.com/en/home.cosmo
12-13: Salon/Spa Leadership Mastermind Group Centerbrook, CT strategies.com
12-13: Spring Style Show San Jose Convention Center San Jose, CA www.springstyleshow.net
13-14: Live Love Spa Seattle, WA 949-689-5378, livelovespa.com
18: Canadian Hairdresser Mirror Awards Toronto, ON, Canada canhair.com
18-19: Eastern Buying Conference Somerset, NJ 201-489-8096, easternbuyingconference.com
19-20: Bellevue Fashion Focus Meydenbauer Center Bellevue, WA www.cosmoprofbeauty.com
19-20: SalonCentric Spring Show Uncasville, CT saloncentric.com
19-20: Allied Beauty Show: Toronto Toronto, ON, Canada 905-568-0158, ext. 205, abacanada.com
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25: NCEA-Sponsored Prep Class, Arlington, TX www.nceacertified.tv 201.670.4100
25-26: Taliah Waajid: 18th World Natural Hair College Park, GA naturalhairshow.org
26: NailPro Pasadena, www.nailpropasadena.com 888.491.8265
26: Barristar Beauty School Forum, Anaheim, CA 949-673-4245 [email protected] www.barristar.com
26-27: The Intl Congress of Esthetics and Spa, Dallas TX 1-800-471-0229 www.LNEONLINE.com
26-27: Nashville Fashion Focus Music City Center Nashville, TN www.cosmoprofbeauty.com
26-27: Esthetique Spa Intl, Toronto, Canada www.spa-show.com
26-27: SalonCentric Education Summit Richmond, VA saloncentric.com
26-27: Premier Style Show Mt. Pleasant, MI 847-480-0000, ext. 224, premierbeautysupply.com
26-27: Professional Hairdresser Live London, England prohairlive.co.uk
26-27: Scottish Hair & Beauty 2015 Edinburgh, Scotland www.beautyserve.com
26-28: Evolve Certification Classes, Tallahassee FL , 866.779.2880 www.evolvinghair.com
26-28: Oncology Esthetics Advanced Education For Skincare Professionals, Islandia, NY 253.405.5810 www.oss-us.com
26-29: Spatec North America Miami, FL spatecna.com
29: Oncology Solutions Presents Stylist Guide to Caring for Oncology Client, Islandia, NY 253.405.5810 www.oss-us.com
30-May 2: 11th BeautyEurAsia Istanbul, Turkey beautyeurasia.com
MAY 2015
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3: Barristar Beauty School Forum Mesa, AZ 949-673-4245, barristar.com
3: State Beauty Discover St. Louis St. Louis, MO 918-627-8000, state-rda.com
3: Willamette Valley Nail Event Salem, OR williamettevalleynailevent.com
3-4: Allied Beauty Show: Edmonton Edmonton, AB, Canada 905-568-0158, ext. 205, abacanada.com
3-4: Arlington Fashion Focus Arlington, TX fashion-focus.net
3-4: SalonCentric Education Summit Hershey, PA saloncentric.com
3-4: Esthetique Spa International (French) Quebec City, QC, Canada 866-772-7469, spa-show.com
3-4: The Makeup Show NYC New York, NY 212-242-1213, themakeupshow.com
3-5: International Salon/Spa Business Network Amelia Island, FL salonspanetwork.org
3-6: Strategies Incubator Graduate Course Sacramento, CA strategies.com
4: Long Beach International Beauty and Barbering Show 2015, Long Beach, CA http://intbbe.com/
4-5: Live Love Spa New York, NY 949-689-5378, livelovespa.com
7: Spa Buzz Nourish Event Las Vegas, NV 970-333-2222, thespabuzz.com
10-11: BeautyUK, HairUK 2015: Holistic Health Birmingham, England www.beautyserve.com
12-14: FCE Cosmetique Sao Paulo, Brazil fcecosmetique.com.br/en
13-14: Luxe Pack New York New York, NY 212-274-8508, luxepack.com
15: CEW Beauty Awards Luncheon New York, NY 646-929-8094, cew.org
15-18: Helen Brett Beauty Pavilion New Orleans, LA 331-481-5766, helenbrett.com
16-17: High Desert Hair , Beauty, and Barber Expo, Lancaster, CA [email protected] 661.726.1911 x101
17-18: Image Expo/Image Spa Houston Houston, TX 877-219-3976, theimageexpo.com
17-18: International Hair & Beauty Show Secaucus, NJ 800-676-SHOW, ihshow.com
17-19: Oncology Esthetics Advanced Education For Skincare Professionals, Geneva, IL 253.405.5810 www.oss-us.com
18-19: Live Love Spa Miami, FL 949-689-5378, livelovespa.com
18-20: BeautyWorld Japan Tokyo, Japan www.beautyworldjapan.com
19-21: 20th China Beauty Expo Int’l. Shanghai, China cbebaiwen.com/en/index.html
21: Spa Buzz Nourish Event Orlando, FL 970-333-2222, thespabuzz.com
26-28: Beautyworld Middle East Dubai, UAE beautyworldme.com
> CLASSES & SEMINARS
FEBRUARY 2015
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1-3: Oncology Esthetics Advanced Education For Skincare Professionals, Concord, CA 253.405.5810 www.oss-us.com
1-3: Evolve Certification Classes, Sacramento CA, 866.779.2880 www.evolvinghair.com
2-3: Nicolas Hands-On Precision Haircutting Seminar San Francisco 1.800.982.1995 www.nicolashaircuttingseminars.com
4: Beauty Bus Foundation Volunteer Training, Santa Monica, CA 310.392.0900 www.beautybus.org
4: Oncology Solutions Presents Stylists Guide to Caring for Oncology Client, Concord, CA 253.405.5810 www.oss-us.com
10: Independent Salon Services presents Amino Fusion Workshop, Capitola,CA (888) 478-4481 www.independentss.com
16: Sweis Inc. presents DS Laboratories Seminar, Torrance and Lake Forest, CA www.sweisinc.com 877.633.1717
17: Independent Salon Services presents Phillip Wilson Color Proof, Novato,CA (888) 478-4481 www.independentss.com
22: Makeup Institute presents Eye Tech, San Francisco / Pleasanton, CA 800.566.2538 www.TheMakeupInstitute.com
22-23: Makeup Boot Camp 101, Los Angeles, CA 800.566.2538 www.TheMakeupInstitute.com
MARCH 2015
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1-3: Evolve Certification Classes, San Diego, CA, 866.779.2880 www.evolvinghair.com
2-3: Nicolas Hands-On Precision Haircutting Seminar San Francisco 1.800.982.1995 www.nicolashaircuttingseminars.com
4: Beauty Bus Foundation Volunteer Training, Santa Monica, CA 310.392.0900 www.beautybus.org
23: Sweis Inc. presents Babe Hair Extensions Certification, Torrance, CA www.sweisinc.com 877.633.1717
23: Independent Spresents Babe Hair Extensions Certification, Fresno,CA (888) 478-4481 www.independentss.com
29: Makeup Institute presents Bridal Makeup, Los Angeles, CA 800.566.2538 www.TheMakeupInstitute.com
> WHAT’S NEW IN THE MARKET
» Revolutionize the Way Hair is Razor Cut
» Remembering Valentine’s Day With Fanié
HairArt, leading innovator of
Fanié International, America’s Best Bo-
high-tech styling tools, has introduced
tanical Skin Care Products, put together five
the new HairArt Razarte, created to
unique, highly concentrated products together
revolutionize the way that hair is razor
in a reusable gift box, a perfect Valentine’s Day
cut. Designed by Japan’s world-renowned pro-
gift for that special client. The products include:
fessional hairstylist Hisahiro Yamamoto, HairArt Razarte
White Oak Facial Cleanser that leaves the skin
is the first premium razor specifically developed to precisely cut hair at a
moist and fresh; Revital-Eyes for eye make-up removal and soft lashes;
perfect, 45-degree angle.
Instant Nail conditioner for healthy cuticles and nails; Mist-E-Oil which is
This unique breakthrough tool, the winner of the coveted Japanese
not sticky or greasy for dry skin; and Plus a Lip Plumper Herbal Blend for
Good Design Award, has a special lightweight ergonomic handle that is
full lips. Fanié International brings nature’s miraculous health and beauty
center balanced for perfect hand placement, to enable easier maneuver-
secrets to the professional. Unique in every way, Fanié products work by
ing and more detailed effects. It makes razor cutting more comfortable as
capturing the healthful powers found in nature. Interacting with skin and
well as allows more technical and creative control.
body chemistry, these products produce truly, remarkable, progressive
As a result, stylists can now create a soft deconstructed finish to hairstyles and soften the bluntness of a scissor cut. It allows stylists to define,
enhance and create beautiful, soft, fluid movement in nearly all types of
haircuts. The powerful Razarte also reduces split ends and flyaways, and is
ideal for quick touch-ups. The HairArt Razarte is made of a special durable,
premium aluminum alloy and features an easy-to-change stainless steel
blade. Uniquely lightweight, Razarte is a perfect choice for editorial stylist
kits and for on-the-go styling and travel.
Visit www.hairartproducts.com for information or place your order or
call 888.HAIRART.
» Learn to Love Your Roots
results. Call or Email for Orders 800-441-3264 or [email protected] or visit
www.faniepro.com
» Wow Your Clients with Color Wow Root Cover
The breakthrough, must-have for every client with color-treated or highlighted hair. This
innovative mineral powder formula instantly
covers gray roots – and even dark regrowth in
blonde and highlighted hair without peroxide.
Help your clients cheat grey and dark roots
until their next appointment!
Color Wow is the latest innovation from Gail Federici, co-founder
of John Frieda’s hair care company and visionary behind their ground-
At Mixed Chicks, they’ve launched a revolution that celebrates the beauty and complexity of
breaking formulas created to address problems specific to frizzy hair and
America’s melting pot with every shampoo, rinse,
blondes. Formulated by Dr. Joe Cincotta, PhD cosmetic chemist, Color
repeat. When her frizzy curls just won’t learn to relax,
Wow is a complete range of new technologies that resolve problems
the Morning After Redefining Foam from Mixed Chicks
associated with color-treated hair….including dreaded roots… AND amp
has her back. This next day refresher for yesterday’s
up the “wow factor” everyday.
For the 75% of women who color their hair (single process, highlights
curls is perfectly formulated for giving her a fresh look
or a combination of both), Color Wow is a life-changer. No more roots..
at the last minute
No brassiness, dullness or fading. No dry or dull texture. Less money, less
His Mix Firm Hold Gel is the latest addition to the
Mixed Chicks Men’s line. Inspired by women who know what they like in a
man, this gel will keep his style fresh and intact. With its amazing hold and
stress and strain on the hair, fewer salon appointments.
For information visit www.colorwowhair.com or call 203-762-
appealing scent he has everything needed to block 99% of frizz while he
7667. In California contact Beauty Solutions at 1-888-973-7546 or
walks, runs, or dances to the beat of his own drum.
www.beautysolutions.com
For information, visit www.mixedchicks.net or call 1.818.888.4008
Have your product considered for the Stylist & Salon’s What’s New section. Send press releases with
a photo to [email protected] or mail to Stylist Newspapers, PO Box 657, Banks, OR 97106.
|
| FEBRUARY 2015
|
31
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