Investing 101 - Inspiring Champions

Transcription

OCTOBER 2011
volume 14 issue 10
Investing 101
By Bart Foreman
T
A MONTHLY NEWSLETTER FOR EXECUTIVES IN THE PROFESSIONAL BEAUTY BIZ
highlights
2
Lafayette Jones’ Multicultural Report
5
I.C.O.N. breathes Re:life into beauty
6
Marcia Teixeira debuts brand new look 8
Image Expo plans expansion
10
Ross Ippolito grows pro waxing category 12
Products roll out at Cosmoprof
13
Farouk hosts 5,000 for 25th anniversary 18
Saying good-bye to Joe Piscione
21
Sport Clips opens 800th store
24
Mane St.
Watch list: It Factor
VISIT US ONLINE
www.bironline.com
& check out BIR’s 2011 BIG! Show Calendar
This is your industry’s newsletter, and
BIR welcomes your feedback!
Mike Nave, editor
818-225-8353/[email protected]
I invite you to connect with me on Facebook and
follow me on Twitter@MikeNave
by Mike Nave
EDITOR
T
his month, part 2 of
our exclusive
Cosmoprof North
America report focuses
on new products—the
lifeblood of the beauty
business. In addition, you’ll find companies’
news and awards from Cosmoprof
throughout our news section.
Also in this issue, I.C.O.N president,
Chiara Scudieri, updates us on her fast
growing brand. Marcia and Marcelo Teixeira
share the story behind the rebranding of their
hair straightening/smoothing line. JP Bryant,
president of International Conference
Management, fills us in on expansion plans
for Image Expo. Ross Ippolito shares how
his distributorship is bringing Perron Rigot
Cirepil and Escential Depilatory Waxes and
Beauty Care to salons in North America.
Finally, Mr. and Mrs. BIR join Farouk Shami
and 5,000 of his closest friends at his 25th
anniversary distributor conference in Cancun.
Regards,
he worldwide economy continues to
stagnate—slow growth and continued
high unemployment plus underemployment and high fear factor
indexes—leading financial advisers to wonder
where we should invest.
We’re not financial advisors—we are a
marketing agency—but we know where you
should invest, whether you are a beauty
brand, distributor, salon or supplier to the
industry. As a BIR reader, you have a lot at
stake—the success of your business.
The answer is simple: Invest in your
customers. Think of your customers as your
401(k). It took a lot of marketing and sales
resources to capture every customer, just like
it took a lot of sweat effort to build your
personal 401(k). Now, more than ever, you
need to grow every customer’s value just like
you want your personal 401(k) to grow.
While you can’t control your 401(k), which
is subject to market fluctuations, you can
have a direct and immediate impact on your
customers, if you make it a requirement to
invest in them. Investing is about risk and
reward, and in the beauty industry, reward
means more business. Investing is about
getting your customers and guests to buy
more products and spend more on services.
Investing is about putting customers/guests
at the heart of your business.
Marketing is an investment in your
customers, not an expense. Instead of
worrying how much marketing “costs,” worry
how much business you might be losing by
not investing in them. You have the
investment tools, but do you have the
courage to use them?
As a marketing firm, we focus on investing
in your customers to influence the next sale.
Through your computer systems, you have
the opportunity to create a powerful
investment and grow your business. We
Investing 101...cont. on p. 2
The Beauty Industry Report Visit www.bironline.com
Investing 101...cont. from p. 1
propose the following growth strategy:
• Create a database structure that allows
you to identify your customers and track all
their sales at the item and service level.
• Implement a loyalty rewards program to
thank your BEST customers for their business
and minimize restrictions.
• Use the data as a foundation to stay
connected with your customers through
e-mail, postal mail and texting. Tie in social
marketing when possible and open dialog
with customers to continually influence their
next sale with you.
• Be smart. Through data mining and
creative analytics, understand buying patterns
and habits; what are individual customers
buying and not buying. Target what we call
“Underperforming Customers” with special
offers to grow your business. That is the most
powerful marketing strategy you can employ.
• Be consistent. This is not a short-term fix.
It’s a long term strategy.
This is Investing 101—simple and effective.
_____________________________
Bart is founder and president of Group 3
Marketing, a boutique direct marketing agency
specializing in the development and managing
of database driven, marketing focused
initiatives to all segments of the beauty
industry and is the No. 1
marketing resource to
the beauty industry. Bart
has a 45-year career in
sales and marketing. He
holds an MBA from
DePaul University and a
BA from the University
of Michigan. Reach him at
[email protected].
BIR invites you to become a Guest
Columnist. Send your thoughts in about 450
words, including a one-paragraph author
bio, to [email protected] in an MSWord
document. We will edit your column for
style and space.
2 OCTOBER 2011
Mark Stiller, founder and CEO of It Factor,
the first and only shampoo and conditioner
duos focused on reducing blow-drying time,
used Cosmoprof North America to
officially launch the company. It Factor
features four cleansing and conditioning
products that reduce blow drying time by
up to 50%, saving precious time for stylists
in the salon and clients at home. In
addition, products help leave hair healthy,
soft and shiny while controlling frizz, so no
other product is needed to style and blowdry the hair. Products are safe for colored
and chemically straightened hair, as they are
free of sulfates, parabens or sodium
chloride. The line includes Quick Blowdry
Shampoo for fine hair and Quick Blowdry
Shampoo for medium to coarse hair (8.5
ounces/SRP $22.50) and Quick Blowdry
Conditioner for fine hair and Quick
Blowdry Conditioner for medium to
coarse hair (6.8 ounces/ SRP $22.50).
Mark told BIR, “Our goal at Cosmoprof
was to present It Factor to leading,
independently owned distributors. We were
thrilled with the reception It Factor
received. We have already completed three
distributor launches (Paramount Beauty for
New York and New Jersey, Premier Beauty
Supply for Illinois, Indiana and Ohio and
Salon Services and Supplies for
Washington, Oregon, Utah and Idaho) and
are in discussions with several others, both
domestically and internationally, for
subsequent launches. We have a niche
brand that truly resides in its own category
of reducing blow-drying time, so a
distributor will not run up against the
typical concern of taking on a competing
brand. We also purposely created a line
with just four skus, so that in this economic
climate, it is not a big upfront investment
for distributors or salons. The distributors
we met with were open to something new,
focused and different.” Reach Mark at 855483-2286 or [email protected].
Visit www.itfactorbeauty.com.
The Professional Beauty Association's
(PBA) three main tracking indices for the
salon/spa industry, which include the Salon
& Spa Performance Index (SSPI), Current
Situation Index and Expectations Index,
experienced declines from their record
highs in the first quarter of 2011 and yearover-year results. The SSPI, which is the
main index of the three, is a quarterly
composite index that tracks the health and
outlook of the U.S. salon/spa industry. The
SSPI declined 1% from the first quarter of
2011 to stand at 103 in the second quarter.
This is also a .6% decline from year-overyear results compared with the second
quarter of 2010. Combined with quarterly
drops in the Current Situation Index and
Expectations Index of 1% and .9%
respectively, these results are discouraging,
considering the steady gains all three
indices had been making in prior quarters.
All indices remain above a base level
measurement of 100, which is still positive
for the industry as a whole.
"While the second quarter 2011 results
from the Salon & Spa Performance Index are
discouraging, beauty businesses and
professionals that continue to invest in
education, networking and capital
improvements are seeing positive advances
and will be better positioned once the
broader economy stabilizes," says Steve
Sleeper, executive director for the
Professional Beauty Association. Reach
Steve at 800-468-2274 or
[email protected]. The full SSPI report
and the Salon & Spa Tracking Survey can be
found at www.probeauty.org/research.
The straightening and keratin treatment
services sector has grown rapidly in the past
two years, at a burgeoning growth rate of
approximately 25 to 30%. The straightening
sector in U.S. salons is now worth
approximately $1.46 billion and is comprised
of softgoods at $215 million, hardgoods at
$125 million (both at manufacturers’ dollars)
and services at approximately $1.12 billion (at
salon dollars). That only represents 2.5% of
the total U.S. salon hair care market of
$59.25 billion and while small, it is the fastest
growth sector. More in-depth coverage of
straightening products is contained in the
2010 Professional Salon Industry Haircare
Study. Styling tools, like straightening,
curling and Marcel irons, are also used in
these services and are covered in the 2010
Professional Salon Industry Appliances
Study. For purchasing information, pricing or
questions, reach Cyrus Bulsara, president,
Professional Consultants & Resources, at
972-517-8259 or [email protected].
Visit www.proconsultants.us.
The Professional Beauty Association (PBA)
released its 2010 Distributor Benchmarking
Survey, which surveys the overall business
landscape for distributors and helps them
make informed decisions regarding hiring,
compensation, product trends and more. In
addition to the array of helpful
benchmarking information, the survey
indicates that despite a continuing sluggish
economy, beauty product distributors
experienced strong growth of 10%, with
more than one third (36%) reporting sales
growth of an impressive 20% or higher.
Other findings in the study indicate
commission is still the primary
compensation for salespeople—no
responding distributors pay sales
professionals by salary only—and 88% of
distributors believe business will continue to
improve in 2011.
This tool is a benefit offered by PBA to
help its distributor members grow. Through
its BeautyU education web portal
(probeauty.org/education), PBA has relaunched its online DSC Training program.
This training program educates DSCs on
everything from understanding basic hair
color theory to using industry-specific
selling strategies to maximize success. Visit
www.probeauty.org/research or reach
Elizabeth Fantetti, PBA director, at 800-4682274, ext. 3430, or [email protected].
Joico joins the “hair smoothing party” with
its new Joico Smooth Cure, the solution for
salon clients who want Brazilian-smooth,
soft, healthy-looking hair for up to 72 hours.
The sulfate-free, formaldehyde-free regimen
features Joico’s KeraShield Complex to safely
tame all hair types without harsh chemicals.
“With Smooth Cure,” comments Joico
international creative director, Damien
Carney, “there are so many options. You can
diffuse the hair, dry it naturally, blow dry and
even set or curl it. No matter how the client
wants to wear it, her hair is smoother and
better conditioned with an incredibly
luxurious texture.”
Smooth Cure is ideal for all hair types,
from thick and coarse, to fine and frizzy. The
system provides 24-hour high humidity
protection and reduces frizz by 79%. The
system includes Smooth Cure Shampoo,
(10.1 ounces/SRP $11.95); Smooth Cure
Conditioner, (10.1 ounces/SRP $13.95);
Smooth Cure Leave-In Rescue Treatment,
a heat-activated treatment that mimics the
results of a keratin straightener and
replenishes lost protein (3.4 ounce/SRP
$l9.95) and Smooth Cure Thermal Styling
Protectant, which fights curl reversion and
protects from humidity and thermal damage
up to 450º (5.1 ounces/SRP $17.95). Reach
Sara Jones, senior vice president and general
manager, at 800-805-6426, ext. 109, or
[email protected]. Visit www.Joico.com.
Under the parent company corporate
banner of PBI Group, Hempz Couture
Professional Hair Care was another
exhibitor that used Cosmoprof to introduce
six products for volume and style. The
Volumizing Collection consists of four
products that thicken and nourish hair with
Hempz Volumizing Complex for maximum
lift, body and shine. Products include
Volumizing Shampoo (10.1 ounces/SRP
$21.95), Volumizing Conditioner (8.5
ounces/SRP $21.95), Volumizing Crème (5.1
ounces/SRP $18.95) and Volumizing Root
Lifter (7.5 ounces/SRP $18.95). To style,
Hempz Couture Medium Hold Styling Gel
(6 ounces/SRP $16.95) creates texture and
builds body with a workable control while
protecting hair from heat damage and UV
exposure. Hempz Couture Firm Hold
Texturizing Styling Glue (3 ounces/SRP
$19.95) adds texture, separation and hold
while protecting against UV exposure. Reach
Megan McBride, client services manager, at
800-851-4206 or [email protected],
or visit www.hempzproducts.com.
Paul Finkelstein, chairman./CEO of Regis
Corporation, was inducted into the
Minnesota Business Hall of Fame by Twin
Cities Business, the state’s leading businessinformation provider. Paul joined Regis
Corporation as COO in 1987 and went on to
become president/CEO in 1996. He grew the
Edina, MN-based hair salon management
company into a Fortune 1000 company,
expanding the organization from 500 stores
with sales of $150 million in 1987 to more
than 12,700 locations worldwide with
system-wide annual sales of more than $3.8
billion. During his tenure, he oversaw more
than 500 acquisitions. Today, the company
has more than 50 salon brands, including
Supercuts, SmartStyle, MasterCuts, Cost
Cutters, First Choice Haircutters, Regis
Salons, Magicuts, Pro-Cuts and Cool Cuts
4 Kids. Born and raised in Great Neck, NY,
Paul graduated with a bachelor’s degree from
the Wharton School of Business and earned
an MBA from the Harvard Business School.
He has been an individual of enterprise who
has improved Minnesota's business
landscape: a leader, an agent of change and
a source of inspiration. Reach Paul at 952947-7910 or [email protected].
News continued on page 4
OCTOBER 2011 3
News continued from page 3
David Leib, president of Robanda
International, announced the Sales Rep of
the Year at Cosmoprof. “For 2010-2011, the
award goes to Chuck Greenspan of South
East Rep Services. Chuck not only showed
tremendous sales growth, but also an ability
to sell across all Robanda brands, a key
factor in him winning the award. His likeable
personality, easy going manner and great
customer service were other contributing
factors,” said David. Reach him at
800-783-9969 or [email protected]. Visit
www.robanda.com.
NovaLash launched the First Annual Lash
Off Contest, naming Christina Lynn Perez
of Cheeky Strut Salon as Lash Artist of the
Year. She’ll receive more than $10,000 in
cash and prizes. Other winners include Most
Natural Look: Amy Young from Love Those
Lashes in Trenton, OH; Most Creative Look:
Sonya Konetchy from Body Spa LLC in
Everett, WA; Most Dramatic Look: Deborah
Cannon from Ulta Salon in College Station,
TX; Fan’s Choice Look: Leah Lynch from
Interlocks Salon & Day Spa in
Newburyport, MA. Reach Sophy Merszei,
CEO, at 866-430-1261 or
[email protected]. Visit
www.novalash.com.
Lori Adams has been named 2011 Rep of the
Year by Fromm International. Ron Polyak,
regional sales manager for Fromm, presented
the award at Fromm International’s National
Sales Meeting in July in Las Vegas. Lori, who
has been a sales executive with The
Kirschner Group for more than five years,
was awarded this distinction in recognition
of her consistently high sales results. Ron
recognized Lori’s talent for communicating
new opportunities back to Fromm and for
her positive attitude. Reach Ron at
Visit www.frommonline.com.
“Great sales have nothing to do with luck.
Well, not when you’re as good as the Zotos
Professional sales group, at least,” states
Bruce Selan, vice president, Zotos Intl.
Core Brands (open-line distribution and
sales). Zotos Professional presented the
annual sales representative awards at
Cosmoprof. The awards, which honor the
eight top-performing sales people across
Zotos’ liquids brand portfolio (Zotos
Professional) and Bain de Terre, are a
testament to the company’s current strong
market presence. Under Zotos Professional,
the following were honored: 1st Place Zotos
Professional Reps of the Year—Tom
Harrison (Van Nest Coleman Midwest);
Peter Mazziliano (GM & Assoc.); 2nd
Place—Steve Simon (Van Nest Coleman
Southwest); 3rd Place—Dick Zurchauer
(Van Nest Coleman Midwest). For Bain de
Terre, the following were presented: 1st Place
Bain de Terre Rep of the Year—Mark
Richman (CFN Sales & Marketing
Northeast); 2nd Place—Shelley Rose (Van
Nest Coleman Midwest); 3rd Place—Mike
Fishpaw (SE Rep Services Southeast). Tom
Crumpton received the Sales Rep Group of
the year for SE Rep Services. Finally,
Stephanie McCullar (Van Nest Coleman
Midwest) received the Stacey Cohen
Outstanding Service Award: Reach Bruce at
www.zotosintl.com.
During the pre-show planning meetings at
Cosmoprof, Jay and Alex Halaby presented
awards to Jay Halaby & Associates sales
representatives, Richard Smith and Jack
Jackson, for 10 years of dedicated service.
“Alex and I never could have built a rep
group alone,” says Jay. He added, “Jay Halaby
& Associates was launched April 17, 2001
with humble beginnings, a handful of lines
and a few dedicated people. It is the people
within our organization who built this
company and continue to move it forward.
Sometimes, you just have to take the time to
say, Thank you!” Jay Halaby and Associates is
a manufacturers’ representative organization,
servicing all 50 states in the United States
and all of Latin America. For more
information, reach Jay at 800-651-2106 or
[email protected] and visit
www.jayhalaby.com.
Brad Gauvin, Evo export manager,
announced that the company has appointed
Edward Connaghan as CEO for Evo North
America to head up the building and
management of the evo brand and its
distribution. “From a Texas base, Edward will
work closely with Evo's distribution partners
to kick-start and grow their Evo business via
sales, education and marketing support,” says
Brad. Edward has extensive global
experience in developing brands and growing
distribution in every major world market
having served in senior roles with Sebastian,
Wella, OPI and Davines. He holds an MBA
from Edinburgh University. Reach Edward at
www.evohairproducts.com.
Joining Michael O’Rourke’s Rock Your Hair
is Kym Riffel as chief operating officer. Kym
shared with BIR this overview of her career:
“I began my beauty industry career with a
Michigan-based distributor part-time as I
worked my way through college. I was hired
out of school by a major hair color
manufacturer and credit my first job for
getting me where I am today. It taught me
first-hand the amount of hard work,
commitment and passion hairdressers have
for this industry. That experience has stayed
with me for 28 years. I dedicated my career
to working with hairdressers and companies
committed to investing in education and
preservation of the professional industry. I
started at field level in sales and education,
progressing my way to executive level
leading sales, marketing and education
departments both in manufacturing and
distribution.” Regarding her new job, Kym
adds, “I can't think of a more rewarding
opportunity than to be involved with Rock
Your Hair and working with industry icon,
Michael O’Rourke.” For more information,
reach Kym at 310-455-0285 or
[email protected] and visit
www.rockyourhair.com.
4 OCTOBER 2011
The Multicultural Report
T
he Surgeon General’s comments that hair
care can be an impediment to exercise
might have been surprising to many Americans,
but not to black women and those who know
them. Dr. Regina Benjamin, speaking at the
Bronner Brothers’ summer trade show, echoed
other researchers in applauding the role
exercise plays in health and beauty.
Government figures say that 50% of black
women over age 20 are overweight or obese
compared with Hispanic women (43%) and
white women (33%). Researchers at Wake
Forest Baptist Medical Center in WinstonSalem, NC, found that one third of the black
women sampled exercised less because it
would jeopardize their hair. The Centers for
Disease Control and Prevention recommend
150 minutes of moderate intensity exercise
each week—about 20 minutes a day. For some
black women, a $60 outlay and a two-and-ahalf hour salon visit to get their hair pressed
can be a roadblock.
Bronner Brothers took that problem head on
with a Hair Fitness Competition sponsored by
United Health Care. Professionals were
challenged to come up with exercise-friendly
styles in three categories for a low, moderate
or extreme workout. The top prize was
$5,000–the highest ever presented at Bronner.
Celebrity hairstylist Elgin Charles (VH1’s
“Beverly Hills Fabulous) and Bronner master
stylist Sherita Cherry gave a class in exercisefriendly hair styling. Call 800-241-6156. Visit
www.bronnerbros.com.
Moms and dads looking for ethnic dolls will
be rushing their doors to find the new S.I.S. (So
in Style) Barbie doll by Mattel. The doll set,
with a Bronner Brothers brand mark, includes
an older and younger sister complete with four
hair pieces. The dolls will be “modeling at the
Bronner Brothers show,” says the package.
African-American designer Stacey McBride
Irby gets a cameo on the boxed set.
Synthetic and human hair, ever popular with
black women for weaves and hair replacements
(a 3.5 billion category), has another entrant.
Actress and model LisaRaye, (TV One’s
“LisaRaye: The Real McCoy”) is introducing a
weave line, LisaRaye Glamour, featuring real
by Lafayette Jones
Indian hair. She is also premiering an all white
jean line, PZI, offered in sizes 4 to 18. She
promoted both at the Bronner Brothers show.
Integrating fashion and beauty interests, she
also visited Magic in Las Vegas, a three day
fashion trade event that brings together CEOs,
presidents, owners, designers and retailers with
celebrities and top-tier press. Visit
www.lisaraye.com.
LisaRaye wasn’t the only reality star in
attendance at Bronner. Cynthia Bailey, a cast
member of the “Real Housewives of Atlanta,”
and her husband, Peter Thomas, were hosted
by SoftSheen Carson’s vice president and
general manager, Angela Guy, at a dinner at the
Omni Hotel. Visit www.softsheencarson.com.
L’Oréal and SoftSheenCarson were also
large theatre exhibitors at Steve Harvey’s 9th
Annual Hoodie Awards, which drew 13,000 to
Las Vegas to honor those making a difference in
their communities. Salon Couture from District
Heights, MD, was named the best nail salon.
K&G Fashion Superstore hosted a white party
where all the guests came in white clothing.
The famous Gospel duo, Mary, Mary, and
former Essence editor, Susan L. Taylor, were
the star power at General Mills Nature Valley
Sweet & Salty Nut Granola Bar exhibit. Susan
autographed copies of her recent book, All
About Love, and spoke about her role as
national spokesperson (for the third year) in
General Mills Feeding Dreams program, as
well as her nonprofit, Cares Mentoring
Movement, which focuses on black youth.
Black cosmetologists across the country are
being invited to attend Feeding Dreams Get
Togethers where they will discuss education
and health, two high priority topics. The Get
Togethers, taking place in 16 markets, will honor
outstanding moms. Beauty salons, churches and
organizations like the National Beauty
Culturists’ League and the National Urban
League will receive free General Mills product
samples.
Celebrating its 30th year, the American
Health and Beauty Aids Institute (AHBAI),
created to support and promote minorityowned beauty manufacturers, honored its
founders in Palm Beach, FL, including this
columnist. Accepting a founder’s award on
behalf of Lafayette Jones were Pepper Miller,
a market research expert, consultant and
author of Black Matters in Marketing: 20
Truths about Black America Today, and
Marion Hubbard, neighborhood marketing and
urban director for the Winn-Dixie grocery
chain. AHBAI also premiered its digest-sized
magazine, Proud, featuring founding
companies–Bronner Brothers, Luster, Dudley,
McBride Laboratories, Summit Laboratories,
Moore Unique and Bluefield Associates.
Reach AHBAI executive director, Geri Jones, at
708-633-6328, and visit www.proudlady.org.
The multicultural beauty community is
mourning the passing of one of its pioneers.
Neil Harris, who was director of international
and military sales at Johnson Products, and a
photographer of record, will be deeply missed.
Dark & Lovely offers Color Confidence, a
permanent hair color designed to deliver 100%
gray coverage, plus conditioning before, during
and after coloring. It comes in 15 shades ranging
from Luminous Blond to Midnight Blue at $5.99
per treatment. Visit
www.shopsoftsheencarson.com.
Dudley's PCA Moisture Retainer is a
concentrated leave-in moisturizing hairdressing
that protects the hair from chemical processing
(8 ounces/SRP $12.95). Visit www.dudleyq.com.
Sheenique Nubian Silk Carrot Oil is
formulated with beta carotene, herbs, vitamin
E, horsetail and amino acids, which help
prevent shedding and breakage (8 ounces/SRP
$7.67). Visit www.summitlabsinc.com.
Drench & Design by Ellin Levar Textures
for chemically processed or color-treated hair
comes in a four-piece collection (SRP $39.95). It
includes OptiMoist Shampoo, SatinSoft
Conditioner, NourishOil and Liquid Glass.
Visit www.ellinlavar.com.
Lafayette Jones is CEO of SMSi-Urban Call
Marketing, a promotion and
marketing company, and publisher
of Urban Call custom publications.
Contact him with your
multicultural news at 336-759-7477
or [email protected] and
visit www.smsiurbancallmarketing.com.
OCTOBER 2011 5
I.C.O.N. breathes Re:life into beauty
B
imagine what it can do to help heal hair!
eauty Industry Report (BIR) recently had
Moringa oil helps each strand of hair to hold
the opportunity to visit with Chiara
needed moisture to create a smoother,
Scudieri, president of I.C.O.N. Chiara is a
stronger cuticle. We fell in love with this oil, as
partner in the business with Jorge Rubin, who
also owns and operates the Jorge Rubin Salon. well as with argan and amber. Blended together
in our India product line, those three oils
Jorge spends equal time in his native Spain,
transform hair from dull and lifeless to silky,
where he continues the development of
manageable and full of shine. We call it
I.C.O.N. and in Los Angeles, where I.C.O.N.’s U.S.
hair-yurvedics. Currently, the line includes a
offices are based. In the past year and a half,
shampoo, conditioner and oil. But, the end of
they have completely transformed the
the year, we will add a balm and a 24K gold
company’s product line, and BIR stopped by to
mask treatment.
get the scoop.
BIR: You refer to your new Stain Glass semiBIR: Chiara, let’s start at the recent
permanent hair color as, “a cathedral of hair
Cosmoprof North America, where you
color.” Please describe the line, its
showed your two new product collections
saturation, its luminance and its refraction
and talked about Re:Life, the newest
capabilities.
evolution in your product line. Please share
CS: I am so excited about Stained Glass and
that story.
what it represents to hairdressers. The colors
Chiara Scudieri (CS): We are absolutely
are vibrant, tone-on-tone shades that work to
committed to creating as green a company as
seal in permanent color, as well as to enhance
possible. Re:life is all about the possibilities a
natural color. When
new vision creates both now and
we first envisioned
in the future. When we embarked
this color, we knew
on this adventure, a re:adventure,
we wanted it to be
we decided that all of our
better and different
products needed to follow that
than any other
sustainable philosophy. That's
color line in terms
why each has been revisited and
of its saturation
where appropriate, improved. For
level and its ability
example, our shampoos are now
to truly create
sulfate free. Conditioners and
The new India hair care collection
features moringa oil and argan oil.
luminosity. Each
treatments are filled with antiapplication changes the hair’s texture, creating a
agers, vitamins A, C and E, plus additional
silkier feel and a glossier look. The color and
antioxidants and more. Our Liquid Fashion
shine aren’t just on the hair’s surface—they’re
products—our stylers—are equally responsible,
inside each hair—so the hair shines from within.
all without sacrificing any quality.
Plus it acts as both a semi-permanent and a
BIR: At the beginning of the year, you
demi-permanent.
introduced India, a hair care collection that
Each formula has smaller molecules than
features moringa oil and argan oil. Argan
temporary dyes so that it can partially
oil’s popularity has made it almost a
penetrate the cuticle without damaging it. And
household word. How does moringa oil work
the color will last through a number of
in your new product range?
shampoos—up to 30 days worth. It also allows
CS: Moringa comes from a tree in India and
for more effective gray coverage while still
contains more than 90 nutrients, including four
being more gentle to the hair than permanent
times as much vitamin A as a carrot, 17 times as
color. With 20 minutes of hooded-dryer heat,
much calcium as a glass of milk, 15 times as
color is essentially sealed into and onto the
much potassium as in a banana, seven times as
hair for shine and color. What’s created is both
much vitamin C as in an orange and 25 times as
semi- and demi-permanent.
much iron as in a serving of spinach. Just
6 OCTOBER 2011
BIR: How do you and Jorge run the company,
which operates both in the United States
and in Europe?
CS: Both Jorge and I have always believed
that any successful partnership must have two
halves that form a whole. He and I have that.
He is completely focused on the business and
marketing aspect of the company, creating
seminars exclusively for salon owners with
business-building ideas. I'm dedicated to the
creative side, developing the products, deciding
on our collections and conducting the photo
shoots. We're both bilingual, making it easy to
move between Spain and the United States.
With Jorge’s business sense and my creative
acumen, we're the perfect team!
BIR: In your marketing materials, you make
the statement, “I.C.O.N. has always been
about the art of dressing hair. We
understand its power; we live and breathe its
responsibility. It is about making you feel
good, about making hair better and sexier
with touch therapy, regimedies, cocktails,
liquid fashion and with education.” Please
elaborate.
CS: Touch therapy is one of the foundations
of I.C.O.N. We believe that hair is about the
sensual aspect of touch, and through products
and massage techniques in our care bar, we
hope to transform each client's experience.
“Regimedies” are a combination of regimens
and remedies to help clients care for their hair
between salon appointments. We have four:
hydration, detox, anti-aging and indulgence. All
of the products in those groups are built on
our EcoTech philosophy, too—representing a
merger of the best in ecology with advanced
technology.
Liquid Fashion is our styling tool line, which
gives the ability to dress hair to go with a
wardrobe. We recommend cocktailing any two
or three of our Liquid Fashion stylers by mixing
them together to form something completely
new. Our entire program of educational
seminars and classes breaks down each of our
foundations into a comprehensive, teachable
form. Our education menu is very extensive,
from cutting to touch therapy to styling to
color and more.
BIR: Please share about I.C.O.N.’s dedication
to “Cure for Cause.”
CS: Cure, our flagship product, has been
very special to us for a long time. It was the
first product I envisioned for I.C.O.N., as a
treatment that could transform hair—cure it, in
essence. But it has evolved to be more than
that, becoming the product that supports our
philanthropic outreach. We want to focus on
finding a cure for cancer by donating proceeds
from the sale of Cure to cancer research
foundations like Stop Cancer. This is very
personal to me. I lost my mother to breast
cancer; my sister has battled it twice; and I
have a daughter and a step-daughter. We have
donated tens of thousands of dollars, and we’ll
continue to do so. We’ve incorporated Cure
into many of our monthly promotions to raise
more money, and we’ll be funding our second
research grant with Stop Cancer this year. Plus
on October 2 in Woodley Park in Van Nuys, CA,
we’ll co-sponsor our second annual 5K
run/walk. If anyone wants to participate, I
invite them to visit stopcancerrunwalk.org.
BIR: Please share your personal story of how
you got to where you are today.
CS: Cure was the catalyst. The idea for it
really launched the company, and from there,
we developed shampoos, conditioners,
treatments and styling tools. As a hairdresser, I
knew the kinds of products I wanted to use.
They simply didn't exist, so we made them. I
also had extensive experience working in a lab,
testing different formulations from when I
worked in research and development at
Sebastian and then Wella. That experience
proved to be invaluable. Today at our I.C.O.N.
Lab, we test each new product and also see
clients for services. Doing that on a regular
basis also keeps me very in tune with what the
public wants.
BIR: How many salons are affiliated with
I.C.O.N.?
CS: As partners, we have built the I.C.O.N.
salon and lab in Woodland Hills, CA. We hold
seminars there, and I use the space to test our
newest product formulations. In Spain, Jorge
has four Jorge Rubin Salons. They operate on
a very green philosophy and incorporate all of
the I.C.O.N. products and services, naturally.
There are more than 600 I.C.O.N. concept
salons across Spain, again all incorporating
“We start each
morning
thinking about
what we can
do to improve
the industry
and make
stylists’ lives
easier and
salons more
profitable.”
touch therapy, the care bar, products and more.
BIR: You’ve mentioned the care bar before.
What exactly is the care bar?
CS: The care bar is our evolution of the
back bar. Because we incorporate our Touch
Therapy techniques and more, transforming the
ritual of shampoo into more of an experience,
we decided that care bar was actually more in
tune with our philosophy.
BIR: What is your company’s overall
operating philosophy, and how do you
approach each day?
CS: Each day is an adventure. Our
philosophy has always been based on putting
salons and hairdressers first. We start each
morning thinking about what we can do to
improve the industry and make stylists’ lives
easier and salons’ businesses more profitable.
Each day, we discover new technologies and
new ingredient systems that can make our
products better. This year’s launch of India is an
example of that. So our overall philosophy is
to do the best and be the best always, and to
approach each day with great anticipation and
positive energy.
BIR: In the crowded salon hair care category,
what is I.C.O.N’s point of difference?
CS: We are our own company—our own
bosses—meaning we’re not owned by a big
conglomerate that has lost sight of what is
important in this industry—such as art and
creativity. We always give the hairdressers what
they need—not what we think they need. We
listen to them, we visit with as many as
possible and then we formulate products and
collections accordingly.
BIR: Tell me about your education program.
CS: We provide a wide variety of classes
and seminars, both at the salon level and in
larger venues—from basic product knowledge
and EcoTech through cutting and styling, our
State of Collections, Liquid Fashion and our
Genius program, in which hairdressers train to
become part of our team. It’s important for
anyone affiliated with I.C.O.N. to completely
understand the company’s philosophy, our
commitment and what goes into each product.
We have a team that travels the world to
spread our unique message. Our director of
education is Nancy Ortiz, and she and I work
very closely to develop our programs.
BIR: What is the best business advice you
ever received, and who was it from?
CS: That one’s easy. “Stay consistent with
your message and be determined with your
goals.” Jorge taught me that.
BIR: What inspires you?
CS: I’m inspired by so much. Obviously, the
world is an ever-changing place, with art,
music, architecture, design, fashion and
technology. It all feeds into one
ideal, and it all helps shape and
form who I am, as well as who
we are as a company. My eyes
are always open and looking
forward.
Reach Chiara Scudieri at
Chiara
818-709-ICON,
or
Scudieri
[email protected].
Visit www.iconproducts.com.
OCTOBER 2011 7
Marcia Teixeira offers same quality, brand new look
T
that when used under normal salon conditions,
responsibility and stylist and consumer safety.
he two “Ms” behind M&M International,
as per the manufacturer’s directions, these
We have retained scientific experts and, in
Marcia Teixeira and her husband, Marcelo,
products can indeed be used safely. The CIR
some instances, legal advisors, in various
unveiled their company’s new look at
last met at the end of June. Based on a 200Cosmoprof North America regions throughout the world to address
plus page report we and other organizations
regulatory and technical issues. Because
to rave reviews. Following
submitted for consideration, they decided to
regulatory actions remain in flux, we continue
that success, they checked
postpone making their final determination until
to conduct research and development on
in with Beauty Industry
their next meeting at the end of September. By
products that meet current and potentially
Report (BIR) to talk about
the time this issue of BIR goes to print, more
more restrictive requirements, while still
their transformation and
information will be available.
producing effective results.
share how they, as a brand,
BIR:
What products or treatments have you
M:
We
continue
to
provide
consistent,
have
been
weathering
the
Marcia Teixeira
developed that would meet strict
message specific, fact based responses through
attacks against the
environmental requirements?
educational activities, media releases and all
smoothing category.
M: This past February, we launched our Soft
methods of contact with our corporate office
BIR: Congratulations on your rebranding
and Soft Chocolate Treatments. These two
and our distributors. We are also proud to be
campaign, which includes a new logo and
treatments are free of formaldehyde producing
working in cooperation with other companies
packaging. Why the change?
ingredients. We have chosen these words very
in the keratin category by being a founding
Marcia (M): Our original packaging served
carefully. Since formaldehyde is a dry gas and
member of the Professional Keratin
its purpose as we created the keratin category.
Smoothing Council, an advocacy group for the physically cannot be an ingredient, all keratin
As keratin treatments have grown in popularity,
treatments are technically formaldehyde free in
keratin category.
they have become a more highthe bottle. Stating that a product is
BIR: Can you briefly summarize some
end service. As such, we wanted
“formaldehyde free” instead of “free of
of the accomplishments of the
our products to be as visually
formaldehyde producing ingredients” is very
Professional Keratin Smoothing
appealing as their results. Our
misleading. We go above and beyond by stating
Council?
new look reflects a more
that none of the ingredients contained in these
M: The Council has undertaken an
sophisticated style, which we
two treatments will release formaldehyde gas
extensive agenda of consumer
believe will appeal to salon
The company’s new information and broadening our salon
when heated. We continue to incorporate inowners, stylists and consumers
logo places a
depth coverage of the subject into our
education program. Building on the
alike. Based on the positive
stronger focus on
educational programs focused on the health
members’ long-standing commitments
reactions we received at
Marcia and her story.
and safety of salon professionals
to corporate
Cosmoprof North America, the
and consumers.
responsibility and
opinions of many support that belief.
BIR: Please talk about your
highest standards of
Marcelo (MT): From a branding perspective,
distribution network.
safety, we have
we wanted to place a stronger focus on Marcia
MT: Our 13 U.S. distributors
established a program
and her personal story to emphasize why the
have all done stellar jobs of
of laboratory testing,
Marcia Teixeira product line is different from
providing accurate information to
including the
other keratin products. Marcia’s personal
salons and stylists. They adhere to
collection and analysis
struggle to find a safe and effective formula
our detailed education program,
of air samples
emphasizes our dedication to finding healthy
which supports the consistency
collected under
and effective alternatives, which provides a
of the information being provided
normal conditions of
personal connection to stylists.
by and about our brand. The
use, while the various
BIR: The past year has been very challenging
The rebranding campaign includes
beautiful new packaging.
Marcia Teixeira brand is
products of existing
for the keratin smoothing category. What
represented by distributors in all but six states.
manufacturer members are in use. Air samples
has your company done to combat the
We seek representation in Georgia, Alabama,
have also been collected before, during and at
negative publicity?
Mississippi, Montana, New Mexico and
various intervals after the services have been
MT: We have undertaken tremendous
Wyoming. Service is provided to these
completed, including back-to-back services.
efforts toward providing and perpetuating
locations, as well and Hawaii and Alaska,
The purpose of these various data samples is
accurate information both domestically and
through our corporate headquarters in Delray
to demonstrate to the Cosmetic Ingredient
internationally. We have always had a focus on
Review (CIR) panel and other regulatory bodies, Beach, FL.
the highest standards of corporate
8 OCTOBER 2011
BIR: With the rebranding of your line, have
you changed the company’s mission?
M: Absolutely not! Not only have the
products remained the same, but so has our
philosophy. Parallel to the quality of our
products and team members, our reputation is
our most powerful asset. Our message is both
simple and consistent: Marcia Teixeira is the
“Solution to Keratin Confusion!” Through our
ongoing commitment to clear, open and
accurate communication, we continue to set
the bar in the category with regard to the
accuracy and integrity of our information. Even
before the category came under fire, we
openly educated about formaldehyde—we
insisted upon it, as a matter of fact. While the
controversy presents us with challenges, we are
reaping the benefits of having disclosed this
information from the beginning. As stylists,
salon owners and consumers become more
frustrated and confused by the erroneous
information perpetuated by the media and
some other companies, they look to us as a
trusted source for answers and solutions.
BIR: With the numerous keratin smoothing
brands, what is your point of difference?
MT: Our market research has shown that
there is little brand differentiation within the
industry on the part of salon clients.
Consumers interested in receiving a keratin
smoothing service typically go along with the
product being used by their regular stylist,
regardless of the brand. As part of Marcia
Teixeira’s “Experience the Difference” campaign,
we encourage clients to compare our products
to competitive brands. By doing so, they will
experience several major differences:
1. Consistent Results: Clients will receive
the same superior results over and over. We
often hear that the results achieved by some
other brands from one service to the next do
not meet the client’s expectations.
2. Longevity: Depending upon which of our
five treatment formulas is used, results can last
from six weeks to five months.
3. Flexibility: Our five unique formulas
enable the Marcia Teixeira brand to offer a
solution for every client, regardless of hair
type. Keratin smoothing treatments are not a
one size fits all service. Not everyone’s hair is
the same, nor are preferences. Clients can
select the formula that suits them best,
“Our message
is both simple
and consistent:
Marcia Teixeira
is the ‘Solution
to Keratin
Confusion.’”
considering hair type, desire of curl pattern
reduction, desired longevity of results and their
concerns (if any) about formaldehyde.
4. Education: Marcia Teixeira requires the
completion of a hands-on education program.
Stylists must become certified by us or one of
our authorized distributors in order to purchase
our professional-only products.
BIR: What is your flagship item?
MT: While each of our products is
successful, we are proud of the performance
and quick growth of our Soft and Soft
Chocolate formulas, just introduced to the U.S.
market this past February. We launched these
products to be proactive in our category and
move forward with products that are immune
to the formaldehyde controversy. Both
formulas are free of formaldehyde producing
ingredients. Laboratory data confirm that the
products produce zero exposure. The formulas
also offer both clients and stylists the
flexibility to maintain or eliminate a varying
degree of curl pattern. We can successfully
eliminate frizz, while softening the curl pattern
and leaving the hair with more body and
bounce. Soft and Soft Chocolate Treatments
are fast becoming very popular.
BIR: What is your vision for education?
M: Quality education is at the core of
working safely, successfully and achieving
excellence. We are fortunate to have a network
of distributors who share that critically
important philosophy and consider it
fundamental to their ability to be of service.
BIR: Recently, OSHA cited and fined several
keratin treatment companies, including
yours, with health standard violations. What
is your response to the charges? Will you be
changing any business practices as a result?
M: OSHA’s press release announcing the
citation that we and others received was unfair,
conclusionary and asserted wrongdoing
without a full investigation, hearing or right to
respond to the claimed and erroneous
violations. It is very significant to point out that
the allegations made in the citation are purely
administrative and do not in any way challenge
the safety of our products. We have not been
fined; fines are proposed. Because we have not
violated any OSHA regulations and because the
citation was improperly issued, we are
opposing the citation and expect to have it
overturned. We have always and continue to
fully disclose that three of our five treatment
products will produce exposure to
formaldehyde, in each case below OSHA
recommended exposure limits. By the time this
goes to print, our vigorous contesting of the
citation will be well under way.
M: I am amazed by and derive immense joy
from the success stories I hear from clients or
salon professionals. I personally know of the
struggles and frustrations of being born with
unmanageable hair. I also know what it’s like to
be behind the chair, responsible for making
clients feel beautiful. I am inspired every day by
God, my family, my tremendously loyal and
capable staff and the personal satisfaction of
knowing that my work and products make
people happy and enable them to provide
security for their families and businesses.
BIR: What would BIR's readers be surprised
to learn about your company?
M: I am very hands on. Most of my time is
spent testing formulas and ensuring quality
control. My eyes, ears and nose are always on
the lookout for the next wonderful ingredient
or innovation!
Reach Jeremy Lurie at 561-272-8443, ext. 113,
or [email protected]. Visit
www.marciakeratin.com.
OCTOBER 2011 9
Image Expo plans expansion after Houston success
I
second largest state in the country. We were
n July, Beauty Industry Report (BIR)
confident that with our experience and
attended The Image Expo, a new salon show
expertise in producing shows that we had a
that debuted in Houston (see BIR’s exclusive
built-in advantage to be successful in Texas.
report on page 13 in the September issue).
BIR: Who were your primary targets as
There, we met JP and Keith Bryant, the
exhibitors and attendees?
president and vice president, respectively, of
JPB: Our exhibitors are companies that make
International Conference Management
or distribute beauty products and/or services.
(ICM), the organization that owns and
Attendees are salon owners, licensed
produces The Image Expo. They shared the
cosmetologists, nail technicians, estheticians
exciting news that they are planning to launch
and cosmetology students.
their second Image Expo at the Anaheim
BIR: What did you learn in Houston that
Convention Center in Anaheim, CA. While the
prompted you to both schedule a second
show was original scheduled for this month, it
has now been postponed to a
later date. BIR took advantage
of our time together to learn
more about their plans.
BIR: Please tell BIR’s readers
about your organization.
JP Bryant (JPB): ICM has
produced conventions,
conferences and trade shows
for more than 25 years. ICM is
the owner and operator of
events, such as Image Expo,
Build Expo, Outdoor Sports &
Leisure, Women career events,
Wonderful World of Women More than 5,000 attendees were hungry to see new products and
learn new techniques from world-class educators.
Expo, plus many other
conferences and events. ICM is supported by a
team of highly trained and experienced
personnel with more than 100 years of
convention and trade show management
between us.
BIR: With ICM’s experience in trade show
management, you went into the Houston
market with your eyes wide open as to the
challenges of producing a show where two
of the salon industry’s major distributors
host their own successful shows. What need
did you see in the marketplace that gave you
the green light to produce your own show?
JPB: The distributor shows target customers
of the product lines they distribute. We do not
consider them to be general hair and beauty
events. There are also other hair and beauty
shows in Texas, but we believed after speaking
with industry professionals in Texas that there
was a huge need for a first-class show in the
10 OCTOBER 2011
show in that market and also to offer a Fall
Image Expo in Anaheim, CA?
JPB: I’m proud to say that with a first-time
event, we had more than 190 exhibitors and
5,000 attendees. Our exhibitors were happy
and our attendees were very impressed. A
number of people were surprised to learn that
it was our first hair and beauty show, because
of the organization and execution of the event.
From the moment we decided to venture into
a new industry, we worked tirelessly to ensure
we learned how the industry worked. As a
company, we traveled to all of the major hair
and beauty events to see how they produce
their shows. What we learned was that
education is one of the most important factors
in producing a successful show. Beauty pros are
starving to learn how to become better at what
they do, and we wanted to create a show
where they can learn from the industry’s best.
BIR: What in your research surprised you
about the salon industry?
JPB: In working with our exhibitors and
potential exhibitors, it was interesting to find
out just how many of these companies do all
of their business at shows.
BIR: Why do you believe that salon
professionals in the Southern California
market will support another show?
JPB: I think they will support the show
because we plan both to replicate what we did
in Houston and also to increase that success.
What that means is that our show will be an
event during which attendees can see all of the
newest products and services, and also gain
world-class education from industry leaders.
BIR: Are your plans for these to be local/
regional shows, or do you plan to grow
either/both into a national event that draws
attendees from across the country?
JPB: Because our shows are still young, we
understand that our events will be more local.
If our events grow the way we predict, we plan
on having two national shows—one in the
summer and one in the fall.
BIR: Tell me about the education in Houston.
JPB: Our seminars and workshops covered
the entire hair and beauty industry—hair, nails,
barber, spa, skin care, cosmetics, continuing
education and business. On top of the more
than 200 seminars and workshops, Nick
Arrojo, Mike Karg, Dee Adames, Mizani and
F1 Hair Gear performed on the Main Stage. In
addition, hands-on workshops allowed our
attendees to practice their craft and gain
valuable training. If you look at the types of
speakers and classes we had and compare
them with other major events, you’ll see that
we brought in many of the same speakers and
classes. We know that one reason these shows
have built themselves up is because of the
educational opportunities they have provided
for attendees. We are going to continue
bringing in the best and the brightest educators
so that our attendees keep coming back. The
education at Image LA will also feature worldclass artists like Ted Gibson, Nick Arrojo, Gary
Sunderland, Dee Adames, Brenton Lee, Andre
Nizetich, Gary Gerard and others.
“Beauty pros are
starving to learn
how to become
better at what
they do, and we
wanted to create
a show where
they can learn
from the
industry’s best.”
BIR: You mentioned some of the performers
you had on Main Stage. Was that as
successful as you thought it would be?
JPB: We wanted to create a Main Stage that
would make people say, “wow”—and we did
that. Everything from the way the stage was set
up to the smooth transition between each
presentation was flawless. In addition to the
Main Stage, we set-up a tech stage on the
floor, as well. There, our exhibitors performed
and demonstrated their newest products. It,
too, was filled both days. We will stage an
identical set up at Image LA.
BIR: What has ICM learned from producing
trade shows that you are applying to your
salon industry show initiative?
JPB: In each event, we start with three
initiatives—to provide quality customer service,
to be very organized and to understand how to
execute a plan. Achieving those three factors
has led to success over many years.
BIR: Will you offer competitions?
BIR: Have exhibitors from the Houston
JPB: Competitions are an important aspect
show signed on to exhibit at Image LA?
of hair and beauty shows. As we grow as an
JPB: Yes, because of their success in
event, the competitions will grow, as well. In
Houston, we’re proud that many, including
Houston, we had nail competitions, but they
Cinderella Hair, Enzo Milano, Kollagen X,
were photo competitions and not conducted
Stila Cosmetics, Dreamcatchers and
live at the show. We did, however, host
Profashion, are joining us for Image LA.
successful barber competitions.
BIR: What changes will you make that
BIR: Tell me about some of your marketing
will allow you to produce an even better
and sales initiatives.
event in Southern California?
JPB: We distribute information about the
JPB: We have developed a much more
show via direct mail, email, phone campaigns,
efficient ticket program that will allow our
radio, print advertising and text message
exhibitors to sell tickets for the show. We
campaigns. We do not leave any stone
believe that improving in this area,
unturned in terms of finding efficient ways to
combined with our marketing and
properly promote our shows.
promotion, will lead to big pay-offs in
BIR: What’s the update on launching your
attendance. We are very satisfied with how
new show in Anaheim, CA?
we promoted the show in Houston, and
JPB: Our commitment to the show in
both the exhibitors and attendees we spoke
with were very impressed with our material, California is very strong, and we look forward
to announcing our new dates. We initially
as well as with the avenues we used to
made the decision to host a show in California
market the show. We will continue to do
based on commitments from approximately
the same for Image LA.
BIR: How will you attract some of the big 140 of our vendors from the Houston show to
join us in California. However, because of
professional beauty brands?
economic and scheduling issues, they began to
JPB: In Houston, we did have some of
contact us to tell us they would not be able to
the growing brands represented, including
participate this year.
Cinderella Hair, Enzo Milano, Stila
We have already
Cosmetics,
paid for the
Dreamcatchers,
convention center,
Dinair and
improved our
Novalash. Our main
website and
message to the larger
marketing material,
brands is that we are
and invested a large
a successful show
amount of money to
that will continue to
promote the show.
get better in the years
The organization is
to come. We take
willing to absorb
care of our
Nick Arrojo and other leading educators headlined those costs in order
customers and are
the Main Stage at Image Expo Houston.
to produce the best
dedicated to
producing successful events.
BIR: Who are the key members of your show
management team?
JPB: As the owner of the company, I oversee
all facets of the operation and set the direction
of the company. Keith Bryant is the vice
president and show manager. He handles all
logistical planning and manages the shows.
Mary Kellum is the national sales director, Mia
Zaczkowski is our sales manager and Tyler
Bryant is the marketing director.
show at the best time for our exhibitors,
educators and attendees. We are determined
to continue growing and improving our events
through hard work and quality customer
service. While we have chosen to move the
show in California to a later date, we look
forward to a bigger and better 2012 event in
Houston on July 15-16.
Reach Mary Kellum at 877-219-3976 or
www.theimageexpo.com.
OCTOBER 2011 11
Ross Ippolito grows professional waxing category
F
or more than 30 years, Ross Ippolito has
serviced the salon industry—first as a stylist
and educator, and then via International
Beauty Systems, his full-service distribution
company, and International Beauty Systems
Group, which is the exclusive importer of
Perron Rigot Cirepil and Escential Depilatory
Waxes and Beauty Care for the U.S. and
Canadian markets.
BIR: How did you get started in your career?
Ross Ippolito (RI): My journey in the beauty
industry began in 1948 as a stylist. As my
dedication to the field grew, I became an
educator for manufacturers worldwide. In 1973,
I met Jheri Redding, who would soon become
an industry icon and a valued friend. He
offered me an opportunity to become a
Nexxus Professional distributor. In 2002, under
a separate division, I became an importer of
beauty products.
BIR: Please describe your two companies.
RI: International Beauty Systems, the parent
company, is also a distributor selling salon
products direct to salon professionals.
International Beauty Systems Group operates
as an importer, selling Perron Rigot products
through a network of independent distributors;
we do not sell direct.
BIR: Why did you start the import business?
RI: Skin care was becoming an integral part
of our industry. Women had spent years
“covering up.” America was now guiding women
toward treatments. I saw that as an opportunity
to become involved in a market other than hair.
Our research showed that the depilatory
waxing category provided a viable opportunity.
I then met an importer from Japan, who
sought to relinquish the Perron Rigot line. We
traveled to Paris to meet corporate officers and
negotiate being endorsed as the North
American exclusive Importer.
BIR: How has the depilatory waxing category
evolved for salons and spas?
RI: Depilatory waxing has become an
integral and highly lucrative segment of the
beauty industry. No longer just an indulgence,
waxing for the entire body has become an
ongoing treatment for both women and men.
We market Perron Rigot and educate salon
12 OCTOBER 2011
International Panel of Experts at industry trade
professionals that it is a system—not simply
show and education venues. This panel
products to sell.
includes male and female estheticians from
BIR: What makes Perron Rigot wax stand out
England, Nova Scotia and Paris. Once a year, we
from the many brands on the market?
present a train the trainer forum to waxing
RI: From the beginning, Perron Rigot has
educators. It features industry speakers, as well
considered waxing to be a premier treatment
as hands-on training. In addition, International
and a demanding art requiring quality products
Beauty Systems Group provides ongoing
and true expertise. We
support for its distributors’ educational
believe that just as in skin
events. I have always considered education
care, every depilation
a key factor to success, and we are
service should consider a
dedicated to providing it to salons.
client’s skin type. Available
BIR: What is the best business advice you
in a variety of low
ever received?
temperature textures,
Melted waxes come in a
RI: Maury Davis, a successful business
formulas and fragrances,
variety of colors.
leader, said to me, “There are three ways
our non-strip and strip
to go in business: bargain basement where
formulations offer individual customization. It’s
everyone wants a cut rate price; main-stream
not just about what we remove; it’s about what
where you’ll battle price wars or high-end
we leave behind—healthy skin! Perron Rigot’s
where people will pay price for quality.” Opting
line of gentle, hypoallergenic waxes and prefor high-end, my business has always reflected
and post-depilation care is free of rosin,
offering results-oriented products to help our
beeswax and fragrance.
customers and their customers grow.
BIR: Tell me about your flagship item.
BIR: What would BIR’s readers be surprised
RI: Cirepil Blue was introduced in 1988 as
to learn about your company?
the first patented, low temperature, non-strip
RI: Strange things happen in life. Here’s the
wax. Clients love its warm temperature and
story we’ve been told: One day, the company’s
gentle hair removal. Our company is also well
chemist took his young gum-chewing grandson
known for our refill bead formulations.
out to eat. While informing his grandfather he
BIR: Who are the key members of your
wanted to have his gum after his meal, he
management team?
promptly took the gum out of his mouth and
RI: International Beauty Systems Group’s
dedicated management team includes Anthony plopped it on his forearm. (Much better than
under the table!) When the meal ended, he
Wiers, senior vice president of operations;
Debbie Valenza, vice president of business and removed the gum, but with it came the hair off
his arm. The grandfather realized the skin had
product development; and Lynn Maestro,
not been compromised, yet the hair was
director of marketing, education and trade
successfully removed. As a result, he invented
shows. We deeply appreciate all of the other
non-strip wax, adapting the chemistry of
members of our team, as well.
polymer in gum to polymer in
BIR: How do you distribute and market
wax. This patented formula
Perron Rigot Cirepil and Escential?
made us a leader in non-strip
RI: International Beauty Systems Group is
wax and remains what we are
represented by an elite group of authorized
best known for today!
distributors who pledge to actively promote
the line while upholding its reputation and
RI: This industry, its people,
image. Promotions, advertising and education
Ross Ippolito
my family and my faith.
are major components of our success.
To learn more, reach Ross Ippolito at
BIR: What type of education, training and
800-947-2341, ext. 418, or [email protected]. Visit
trade show participation do you provide?
www.cirepil.com.
RI: We are currently introducing our
BIR reports from Cosmoprof North America: Part 2
By Mike Nave, Editor
T
he professional beauty arena is a fast-track
marketplace with a rapidly changing
product landscape. Cosmoprof North
America 2011 provides a perfect venue for the
more than 750 exhibitors to display their
newest products, promotions and services to
distributors and other beauty professionals. In
Part 2 of our exclusive report, Beauty Industry
Report (BIR) features product highlights and
shares show experiences.
Cosmoprof’s decision to designate areas for
new exhibitors was brilliant. Emerging Beauty
showcased 23 manufacturers new to
Cosmoprof and Discover Beauty featured 17
boutique domestic and international beauty
and skin care companies. Those areas are a
wealth of riches for distributors, beauty store
owners and salons looking for unique items and
the “next big thing.”
In the Discover Beauty section, Joan Lasker,
president of ColorMetrics LLC/Color Mark,
told BIR, “The Discover Beauty pavilion
provides an excellent area for small companies
with unique products. We had a steady flow of
salon and store chains plus distributors who
were interested in carrying our line." Joan’s
company markets products for color-treated
hair. At Cosmoprof, she introduced the
TouchBack+Plus Non-Stop Color System, a
line of instant temporary hair colors in
shampoos, conditioners and leave-in
conditioners that add back color and protect
against fading. Unlike at-home dyes,
TouchBack+Plus lets you customize color
vibrancy by choosing the perfect combination
of shampoo, conditioner and leave-in
conditioner in Color or Clear without ammonia,
peroxide or sulfates. The line features Color
Shampoo and Conditioner (4 oz./SRP $29.95),
Clear Shampoo and Conditioner (8 oz./SRP
$24.95), Color Leave-In Conditioner (3.5 oz./
SRP $29.95), Clear Leave-In Conditioner
(3.5 oz./SRP $24.95 and TouchBack Marker
(.27 oz./SRP $29.95). Reach Joan at 888-612-4247
www.touchbackplus.com.
In the Emerging Beauty Section, Derma E
Natural Bodycare, a major skin care brand in
the natural products field, used Cosmoprof as
Stephen Krawczyk debuted Natu, hair care
its coming out party to the professional beauty
products that are free of harsh chemicals,
market. Linda Miles, co-founder/vice
sulfates, silicones and other synthetics. Stephen
president, and Debbie Sellers, North American
said that Natu hair care is 96.8 to 99.5% natural
sales manager, introduced two prepack skin
and features natural-born proteins, lipids,
care regimens. Derma E’s Age Defy collection
amino acids, nutrients and vitamins. Reach him
utilizes superoxidants, pycnogenol and
at 847-615-2750 or [email protected].
astaxanthin to restore the skin's vibrancy and
Visit www.natuhaircare.com.
firmness, while the Hyaluronic Acid
Another first-time exhibitor was Israel-based
Collection quenches thirsty skin and smoothes
Jenoris of Israel, which launched its products
fine lines. All Derma E products are parabenfeaturing pistachio and borage hair enrichment
free, 100% vegan and support green business
oils to the U.S. market. The formula nourishes
practices. Reach Debbie at 805-760-0814 or
hair with vitamins and Omega 3, 6 and 9 for
[email protected]. Visit www.dermae.com.
shine, moisture and elasticity. Products include
Also in Pavilion A, BIR spotted a couple of
Pistachio Oil (3.38 oz./SRP $32.00), Pistachio
exhibitors with unusual products. Michelle C.
Hair Mask (16.9 oz./SRP $44.00), Shampoo for
Phillips, CEO and founder of MakeupMiser
Colored and Dry Hair (16.9 oz./SRP $24.00),
(SRP $12.95), reported, “I created this set of
Keratin Hair Mask (16.9 oz./SRP $44.00),
three ergonomically designed bendable
Keratin Shampoo (13.52 oz./SRP $24.00),
cosmetic spatulas to access all parts of small
Restorhair Cream (8.45 oz./SRP $28,00), Curls
beauty containers that before now were
inaccessible. It offers big savings and protection Cream (16.9 oz./SRP $32.00), Moisturizing Hair
Cream (16.9 oz./SRP $26.00), Silicon Spray
to consumers. Also by keeping fingers out,
(16.9 oz./SRP $34.00) and Glaze (16.9 oz./SRP
active ingredients maintain efficacy and
$26.00). Reach Benny Gliksman, CEO, at
bacterial contamination is prohibited. As an
[email protected]. Visit www.jenoris.com.
Emerging Beauty Exhibitor, the show exceeded
BIR visited with Jose Bryce Smith, coour expectations with media and press
founder of Original & Mineral (O&M), a new
coverage, buyers and worldwide interest in the
brand from Australia, who shared that her
product.” Reach Michelle, at 866-825-7360 or
company is looking for distributors to partner
in its U.S. launch. O&M offers professional
www.makeupmiser.com.
color, hair care and styling products that
Travalo introduced three sizes of compact
perfume/cologne bottles that are easily carried replace harsh chemicals with native Australian
ingredients, natural extracts and active
in gym bags, purses or suitcases, and can be
minerals. At the heart of O&M
refilled in seconds.
is Clean Color Technology
Travalo Pure, a plastic
(CCT). O&M Mineral CCT
container, holds 65
permanent tints of 99 shades
sprays (5ml/SRP $9.99);
are free of ammonia, PPD
Classic, an aluminum
(paraphenylenediamine) and
container, holds 50
resorcinol, while the Liquid
sprays (4ml/SRP $15.99)
CCT demi-permanent high
and Excel, an aluminum
gloss shades are also ammonia
container, holds 65
free. O&M offers gentle
sprays (5ml/SRP $19.99).
Australia company Original & Mineral shampoos, conditioners,
Reach Janet Carter,
used Cosmoprof for its North American treatments, styling and
managing director,
debut to distributors.
finishing products. Contact
Reaction Retail, at
Jason Sherwood, North American sales
703-906-0904 or
director, at [email protected] or [email protected]. Visit
415-6990. Visit www.originalmineral.com.
www.us.travalo.com.
Cosmoprof Part 2... continued on page 14
OCTOBER 2011 13
Cosmoprof continued from page 13
the hair from UV rays and environmental
We’ll double distribution in the next six
At Jessica Cosmetics International, BIR
stresses while maintaining color intensity. All
months.” Reach Steve at 800-626-1921 or
caught up with Melanie Kopeikin, who in her
products in the Teknia line are paraben-, [email protected]. Visit
spare time from running her distributorship,
and mineral oil-free. Reach Joe at 800-724-4247
www.zerran.com.
People In Beauty, has been assisting Jessica
Carmen DePasquale’s exhibit featured the
Vartoughian, founder/CEO, with branding and
www.lakmeusa.com.
New York Streets, Cures, ECRU of New York,
marketing. She stated, “Jessica’s growth over the
Little Green is the newest lifestyle brand
Beauty Addicts, LAKME and Little Green
last two years has been significant with
from DePasquale Companies. Mark
concentration in the international market. Now, brands. Jenine Pizza, Beauty Addicts brand
DePasquale, national sales manager, stated,
manager, said, “Our new Beautiful Lips lipstick
the brand is seeking to expand full-service
collection stimulates collagen to give lips a full, “This was Little Green’s first trade show in
distribution in the United States and Canada.
We just brought on Joe Magnano as director of voluptuous look (SRP $18.00). Flawless Cover, a North America, and in many ways was its
official launch to the professional beauty
new pressed powder for medium to full
business development and also expanded the
market.” Little Green is safe, gentle and pure
coverage, will minimize the look of fine lines
marketing department. In addition, Joe is
hair and body care for kids and babies. Little
and wrinkles (SRP $29.50). The company also
charged with developing the education
Green is formulated for sensitive skin
launched a Face Brush, an Eye Blender Brush,
department. Capitalizing on the huge demand
conditions, is hypoallergenic, paraben- and
a Pro Smudge Brush and a Brow Shaper (SRP
for gel nail polish, Jessica’s new Geleration
sulfate-free, and contains no allergens. The
$18.00-$40.00). Reach Jenine at 800-724-4247
polish is a major success, and we need
product range consists of Kids and Baby Tearor [email protected]. Visit
educators all over the world.” Reach Joe at
free Shampoo and Body Wash (SRP $15.00),
www.beautyaddicts.com.
Nourishing Body Lotion (SRP $17.00)
Visit www.jessicacosmetics.com.
and Conditioning Hair Detangler
Returning to Cosmoprof was Evo,
(SRP $16.00). Reach Mark at
the brand from Hair Care Australia.
201-797-9101, ext. 360, or
Brothers Brad and Garth Gauvin had
one goal—to expand U.S. distribution.
www.depasqualeco.com.
Brad told BIR, “Our Haze styling
David Leib, president of Robanda
powder was a winner, as it can be sold
International, stated, “We had about
as a stand-alone product display
140 confirmed meetings of which 95%
containing 12 units. It introduces the
showed up. We also met with at least
benefits of the Evo range to stylists
another 20 potential new customers.”
and makes them eager to find out
He added, “Our big winners were the
more. The other winner was our new
Bodyography
Cosmetic Line and
Calm range, consisting of the
The Conair Professional Group received a Sally Beauty Partners in
Progress award. From left: Mike Spinozzi, president, Sally Beauty
Prorituals, our hair care and color
Therapist Calming Shampoo (10.1
Supply; Janet Phillips, director, merchandising, Sally Beauty Supply; line. We anticipate adding at least
oz./SRP $22.00), the Therapist
Sue Davidson, group vice president, merchandising,
three new distributors.” Reach David at
Calming Conditioner (10.1 oz./SRP
Sally Beauty Supply; Joni Bologna, Conair; Brenda Walker, senior
619-276-7660
or [email protected].
$22.00) and the Great Hydrator
category manager, Sally Beauty Supply; Ken Russo, Conair.
Visit www.robanda.com.
Moisture Mask (5 oz./SRP $23.50).
Hair straightening and smoothing systems
DePasquale Companies is the exclusive
They are designed to calm dry, frizzy hair, and
were in abundance on the show floor. Major
distributor of Lakme USA. Joe Mastalia,
this seems to be an area of huge concern for
brands including Keratin Complex, GK Hair,
president, reported, “We introduced two
consumers and a real growth category.” Reach
Brazilian Keratin Treatment, along with Lasio,
products in the Master Care Series. Scalp
Brad, export brand development manager, at
Liquid Keratin, Nano Hydra Keratin and
Protector (3.5 oz./salon cost $8.25) is enriched
Coco’s, were just some of the exhibiting brands.
with vitamin F, W-6, gamma-linoleic acid and
www.haircareaust.com.
Dave Mulhollen president of Keratherapy
natural antioxidants to calm the skin and
Zerran International has been growing its
Brazilian Keratin Renewal System by Dióra
reduce discomfort. Stain Remover (3.5
RealLisse brand, a non-keratin, nonProfessionnel, shared that his line offers a safe
oz./salon cost $7.50) is a sulfate-free stain
formaldehyde vegan semi-permanent hair
alternative to traditional keratin treatments
remover infused with eucalyptus essential oils
smoothing system, since its U.S. launch in
with a smoothing and renewal system that
and natural surfactants. The Teknia product
January. At Cosmoprof, Zerran focused on
shines, defrizzes, strengthens, reduces volume
range added Ultra Brown Shampoo (10.2
adding international and domestic distributors.
and leaves hair more manageable for 10 to 12
oz./SRP $19.00) and Ultra Brown Treatment
Steve Sauté, president reported, “We signed
weeks. Dave stated, “Each hair strand is
(10.2 oz/SRP $30.00), which are formulated
on U.S. distributors and made contacts in
transformed by organic fruit extracts, amino
with cocoa extract, an antioxidant to protect
Australia, Europe, South America and Canada.
14 OCTOBER 2011
acids, collagen and pure keratin. Keratherapy
offers two different formulas that are 100%
free of formaldehyde, urea, aldehydes, sodium
hydroxide, thioglycolates and other harsh
chemicals, and best of all, without aggravating
fumes. These formulas are compliant with The
European Union, Canada and other
international health and safety organizations
worldwide.” Copies of independent laboratory
testing results are available with all distributor
inquiries. Reach Dave at 954-628-5163 or
[email protected]. Visit www.diorapro.com.
Morey Serouya, vice president of Future
Industries, a supplier of fashion accessories
marketed through salon product distributors,
stated, “Practically every customer who visited
my booth was looking for hair feathers. They
are blowing out!” Future Industries offers Clipin Hair Feathers in a variety of displays. Ideal
for salons, its 18-piece counter display contains
a variety of colors and styles (Style #42-203018/distributor cost $45.00/2.50 per feather).
According to Morey the new Crochet
Headbands also got a great acceptance.
They’re available in basic and fashion colors in
three styles: (basic #71-9002; rhinestone #719003; and sequin style #71-9004/distributor
cost/$6.00 each). Reach Morey at
www.futureacc.com.
Cosmoprof featured a number of companies
that market to the multicultural market. At
Newhall Laboratories, Lee Feldman, CEO,
told BIR, “Monkey Brains is a new collection
that allows you to be fun, be cool and be
yourself!” Monkey Brains includes Crazy Sticky
Hair Gel, 1Super Sticky Hair Gel, Psycho
Sticky Hair Glue, Twisted Sticky Hair Glue,
Grease Monkey Hair Pomade, Gone Bananas
Hair Refresher, Goop Out Shampoo and
Super Softy Conditioner, all family-priced at
SRP $3.99. Contact Lee at 866-250-6050, ext.
221, or email [email protected]. Visit
www.MonkeyBrainsHair.com.
Frank Gironda, president of Color Tracking
Systems (CTS), reported, “Our system is a
realistic approach to managing color waste
while providing perfect mixing of hair color/
developer. Stylists enter their own personal ID
number then select developer quantity and
CTS dispenses the exact amount requested—all
while recording the information on a
“It’s very timeconsuming to
run around to
off-site
meetings, and I
don’t think it’s
fair to the
vendors who
pay to exhibit.”
sophisticated software program. CTS maintains
this information, not only making it easy to use
detailed reports to track usage, but also
creating accountability for that usage by stylist.”
There are two units—one with four spouts
priced at $5,995.00 and one with six spouts at
$6,995.00. According to Frank, “Depending on
the size of machine, the Color Tracking System
can help save from 10 to 50% of your daily
color costs. Lease-to-own finance rates make
the system affordable.” Frank added, “Our
primary objective was to meet with national
and regional distributors. We have enough
contacts and distributors in the pipeline to
keep us busy for quite some time.” Reach Frank
or Chris Damolaris at 866-280-3424 or
[email protected] or
www.colortrackingsystems.com.
The show floor featured many implement
suppliers. One that stood out was Slice. The
company’s designers take basic implements and
reconfigure the designs to make them more
functional and more visually appealing. TJ
Scimone, a first-time exhibitor at Cosmoprof,
showed six new styles of tweezers, designed
for Slice by the architect Michael Graves.
“They have a striking design that's not only
beautiful but functional—they bring a breath of
fresh air to a somewhat stale category. Being
new to the industry,
our goal was to
introduce our brand
to the key players.
Mission
accomplished.”
Slice’s line
consists of precision
tweezers for both
professionals and
consumers in
Slice offers a new twist
slanted tip, pointed
on tweezer design.
tip or combination tip styles, in both stainless
steel and rubberized soft-touch finish. The
design features a wide grip that's comfortable
to use (SRP $19.99). Slice manufactures an
award-winning collection of designer cutting
tools for home, school, office and industry and
now beauty. Founded in 2008 by TJ as a way to
help fund long-term care for his autistic son,
Alex, Slice donates a minimum 1% of sales to
help fund autism research. Reach TJ at
www.sliceproducts.com.
Dale Hill, vice president of sales at Betty
Dain Creations, told BIR, “Betty Dain’s three
marketing objectives were to feature our new
Colortrak packaging and the rebranding of the
former SBS brand to Colortrak; show our new
safari prints in several products, including a
Leopard Multi-Purpose Cape (list $22.95),
Leopard Couture Apron (list $18.95), Safari
Satin Pillow Cases (list $9.95 and Safari Color
Brushes (list $4.95); and display our expanded
line of barber apparel—a fast growing category.”
Reach Dale at 800-327-5256 or
[email protected]. Visit www.bettydain.com.
Steve Wallace, Medicool/Isabel Christina
marketing manager said, “Business was thriving
at our booth. We offered a great promotion
during which two companies that placed show
orders between July 1 and August 2 were put
into a drawing to receive 30% automatically off
their order invoice, and two other companies
received 10% off their order invoices. Sunland
Supply from El Paso, TX, and Gemini
Cosmoprof Part 2...continued on page 16
OCTOBER 2011 15
Cosmoprof continued from page 15
Cosmoprof’s
decision to
designate
special areas
for new
companies/
exhibitors was
brilliant.
Cosmetics of Sparks, NV, received 30% off
invoice. Receiving the extra 10% discount were
TQ Nails of Brooklyn, NY, and Oscar Nail
Supply of Phoenix.” According to Steve, the
company’s Pro Power 20K Portable
Rechargeable Electric Filing System, a
lightweight nail drill with 10-hour battery life
from one charge and powerful 30,000 rpm
motor, sold exceptionally well at the show (list
$420.00). Reach Steve at 800-433-2469 or
www.medicool.com.
Van Stamey, president of Thermafuse, said,
“We have developed two outstanding
smoothing products, One Pass Hot Iron
Activated Smoothing Crème and Amino
Fusion Smoothing Treatment, and our goal
was to fuel the excitement in geographical
areas not presently covered by distribution.
The f450º Amino Fusion Smoothing Treatment
is an amino acid based smoothing product.
With all the controversy surrounding the
production of formaldehyde by smoothing
products, buyers were interested in our story.
As small, family-owned company, our
commitment to our salon partners is as deep
as any of the bigger players.” He added,
16 OCTOBER 2011
International, said, “We wanted to create a stir
“Cosmoprof was an education about resiliency.
at Cosmoprof to celebrate our 60th year in the
I was pleasantly surprised to learn of the
professional beauty industry...and we did! We
development of new distributors in territories
offered substantial discounts to customers who
where existing distribution has consolidated.”
placed orders at the show. Plus, the new preThermaFuse has opened the following
sell book, a complete sales and marketing
distribution: Blue Sky Beauty for New York
promotional calendar with complete cameraCity, Ocean Beauty for New Jersey and
ready art work, new products, promotions and
Philadelphia, Great Lakes Salon Supplies for
plans for the next six months, was a hit!”
Michigan, Central States Supply Co. for
Spornette introduced three brush styles—
Indiana, Prestige Salon Products, Inc. for
Hypnotique (silver/purple SRP $20.00); Smooth
North and South Carolina and RG Shakour for
Operator (medium/SRP $12.50, large/SRP
the Northeast. Reach Van at 800-331-4247 or
$14.50, XL/SRP $16.00, XXL/SRP $20.00); and
Fahrenheit 464 (medium rounder/SRP $12.00,
www.thermafuse.com.
large rounder/SRP $ 21.00, vent/SRP $21.00).
At the Every Strand Hair Care exhibit,
“Compared with previous years, attendees were
Eddie Schneiderman made a surprise
very optimistic and everyone enjoyed our
appearance after being away from the pro
candy from the ’50s and
beauty show scene
the familial touch of the
following his retirement.
Spornette booth,” said
After selling his successful
Alan. Reach Jeffrey
rep business to former
Sporn, marketing/sales
members of his
manager, at
organization who now
800-323-6449 or
operate under BTB Sales &
[email protected].
Visit
Marketing, Ed has been
The Star Nail Group was presented the Sally
Beauty Partners in Progress award. From www.spornette.com.
quietly consulting with a
left: Mike Spinozzi, president, Sally Beauty
Instantly Ageless
few companies. At
Supply; Sue Davidson, Sally group vice
Face Lift in a Bottle
Cosmoprof, he was
president, merchandising; Tony Cuccio,
working with Every Strand, Elaine Watson and Christina Jahn, The Star was a last minute
a new multicultural
Nail Group; Linda Voracek, senior director exhibitor, splitting a 10of merchandising, Sally Beauty Supply.
by 10-foot booth with
company developed by Ed,
another exhibitor. CEO Greg Serrault stated,
Ariel Chavez and Eddie Lusky. Ed stated, “We
“We joined forces with two well respected
do everything in house, including R&D, all
sales rep organizations—Gary Udell Inc. in the
manufacturing, art work, screening—nothing is
Northeast and Greg Dawson and Associates
farmed out.” He added, “In our first six months,
we have developed distribution in 26 countries. for the remainder of the country. We saw
significant opening orders from new
The steady flow of reorders is evidence of the
distributors, including Peerless Beauty, Raylon,
demand for more multicultural hair products.”
Masello Salon Services, Salon Services &
The Every Strand brand features five product
Supplies and others.” Reach Greg at
ranges each with five products—aloe vera,
keratin, olive oil, lacio plus and argan. “Argan
www.instantlyageless.com.
and keratin are overall the most popular in all
markets, with olive oil and aloe vera primarily
Companies thank professional partners
marketed toward the Afro-American markets.
A number of organizations took advantage of
Lacio plus targets the emerging Hispanic
the draw of Cosmoprof to schedule award
markets,” says Ed. The brand offers sample
events. Clairol Professional hosted its
packs, posters and POP displays. Reach Ed at
distributor awards dinner at the Tryst Nightclub
516-459-6432 or [email protected]
at the Wynn Resort hotel. Reuben Carranza,
or Eddie Lusky at 800-558-1480 or
CEO of P&G North America Salon
Professional, assisted by John Perry, associate
www.escosmetics.com.
director of P&G Salon Professional, and Dana
Alan Sporn, president of Spornette
assistance in connecting Moroccanoil to many
Manders, associate director of P&G Salon
of our top distributors and paving the way to
Professional, presented the following awards:
the success that we now have and for our
Achievement level winners (generating a 20%
continued future growth,” he said. Following a
increase in their purchases) were Beauty
hair show by celebrity stylist Robert Vetica,
Supply Wholesaler, Gigi’s Cosmetics and
the following distributor awards were
South Tex Beauty Distributors. Bronze level
presented by Nancy Dobell, director of brand
honorees (distributors with purchases of from
development. Most Valuable Distributor USA:
$1 to $3 million) were Beauty Enterprises,
Essential Salon Products accepted by Jon
Cicely’s Beauty Supply, Elegante Beauty,
Shakour; Best Loyalty Partners USA: Exclusive
Emiliani Enterprises, JC Young, National
Beauty Supply accepted by John Leone and
Beauty Group and 7 Dollar Beauty. Silver
Macdonald Kennedy; and Paramount Beauty
level (distributors with purchases of $3 million
Distributors accepted by Jeff Hagler and Evan
plus) were Star & Bee Distributor and
Feingold; Best Loyalty Partner Canada: Modern
Ultimate Beauty Companies. Gold Level
Beauty Supply, owned by Mike Jomaa;
(purchases of $5 million plus) were Beauty
Systems Group, Ben’s Beauty
Supply, Jinny Beauty Supply,
New York City Beauty Supply
and Sally Beauty Supply.
Speaking of Sally Beauty
Supply, the company hosted its
annual Partners in Progress
breakfast, where the world’s
largest beauty store chain honored
Conair Professional Group, Fisk
Industries, Star Nail and
Strength of Nature as Partners in
From left: Zohar Paz, CEO Moroccanoil North America;
Haim Lampert, CEO, Moroccanoil Israel and Nancy Dobell
Progress. Accepting the award for
(right), director of brand development, present the
Conair was Ken Russo, vice
International Growth and Commitment Award to Brad Gauvin
president, professional products
(second from right), vice president Hair Care Australia.
division. Accepting the award for
International Growth and Commitment Award:
Fisk Industries was Steve Adler, president; his
Hair Care Australia accepted by Brad and
son Ira Adler, vice president; and executives in
Garth Gauvin; International Innovation and
training, grandsons Mikey and Ryan. Accepting
Leadership Award: Joy Ltd accepted by Leslie
for Star Nail was president, Tony Cuccio.
Accepting for Strength of Nature was president, Spears and Maureen Hockley.
Mario de la Guardia. For the past 16 years,
Off-the-floor meetings pose conflicts
Sally Beauty has honored vendors for their
Based on the many comments of attendees,
success in helping increase sales and
their show experiences were overwhelmingly
maintaining superior inventory management.
positive. The only consistent negative was the
Most importantly, the companies support
impact on distributors who attended meetings
innovation with new products and creative
with companies that used hotel suite venues.
marketing programs. Reach Mike Spinozzi,
Steven Neumaier, president of Goldwell
president, at 940-297-4446 or
New York, had this comment, “I had four hotel
suite meetings, which complicated and
www.sallybeauty.com.
disrupted my day.” Kymberley Helser, principal
Moroccanoil hosted its distributor meeting
at Independent Salon Services in Northern
and dinner at the MIX. After President/
California, stated, “It’s very time-consuming to
founder Ofer Tal welcomed guests, he shared
run around to off-site meetings, and I don’t
his thoughts, which humbled this reporter. “I
think it’s fair to the vendors who pay to exhibit.
want to thank our angel, Micha'el (Nave), for
This business is about who you know and
his invaluable industry knowledge and
relationships, but how will those executives in
suites meeting with people they already know
build new relationships?”
Jeff Hagler, president/CEO at Paramount
Companies covering New York and New Jersey
stated, “Our goal is first to have productive
meetings with our vendors and to formulate
strategies for the following year. Second, we
always like to meet and see new vendors. That
has become more difficult and frustrating, since
the manufacturers are so spread out. It's
unfortunate because walking from the hotel to
the convention center and back all day long
cuts into the time we spend with each vendor
and limits our time to walk the floor and see
what's new. This year, we did not walk the floor
at all. I am sure there were other distributors
with the same experience, which is unfortunate
for new manufacturers and distributors looking
for new lines. It would be a huge benefit if
everyone was on the show floor.”
Sharing an opposing take was Wes Brown,
president of Salon Solutions covering
California, “Yes, I had some suite meetings. It is
difficult to keep schedules when you have so
far to go. Learn to schedule your floor and
your suite time accordingly. It’s always a long
walk, but it’s also good for you. I sometimes
feel uncomfortable being seen going into a
particular floor meeting room—sometimes
privacy is good. Hasn’t this trek always been a
complaint? And it’s likely the loudest voice is
the promoter, who wants to sell more meeting
room space on the floor.”
With more 700 exhibitors, Cosmoprof
North America could easily fill up an entire 24page issue of BIR. The message to all readers
who did not attend this year's event: Don’t
make the same mistake next year. The show
returns to the Mandalay Bay Resort and
Casino’s convention center on July 22-24, 2012.
It’s a good bet based on the trend of the
previous nine shows that the 10th Cosmoprof
will be bigger than ever. For information,
contact Eric Horn, Professional Beauty
Association associate executive director, at
www.probeauty.org. In addition, contact
Daniela Ciocan, SoGeCos, director of
marketing, at 212-229-1950 or
www.cosmoprofnorthamerica.com.
OCTOBER 2011 17
Farouk hosts 5,000 at international conference
By Mike Nave, Editor
T
cameras clicking. The performances showcased
playing. Being a numbers guy, I checked with
he Farouk Systems international family
the Farouk Systems International platform
the catering department and spoke with
gathered for the second time in three years
artists, who are under the direction of Lisa
Claudia Mendez, the conference service
in Cancun, Mexico, for three days of non-stop
manager, to get an idea of what was involved in Marie Garcia, Farouk Systems show director.
education, entertainment and fun in the sun
On Saturday morning, Scott Emery, the
putting on this amazing party. To give you an
activities at the International Conference to
conference emcee and Farouk Systems senior
idea of what a generous host Farouk Shami is,
celebrate the company’s 25th anniversary. The
vice president of international sales, opened
there were seven separate types of food
goal of the event was to motivate, inspire and
the meeting and introduced Glennis Grace,
stations including grilled kebabs of beef,
educate the 5,000 attendees from more than
international recording artist, who performed a
chicken, shrimp and vegetables; a ceviche
100 countries. It also provided a wonderful
riveting rendition of the National Anthem.
station of fish and shrimp, plus a seafood
opportunity to network and meet everyone
After opening speeches from Farouk, his
cocktail; sushi station; Mexican food station
who supports the Farouk Systems, CHI and
business partner John McCall and president
with chicken
BioSilk brands throughout
and beef tacos Gregg Emery, the company’s general counsel,
the distribution network,
Wisam Ghuneim, gave an in-depth
and endless
as well as to salute those
presentation on the brand protection initiatives
supplies of
who work tirelessly to
Farouk Systems has in place to reduce and
chips, salsa
build the company and
eliminate counterfeiting and product diversion
and
champion its ideals to “Be
of Farouk and Chi products.
guacamole;
Safe. Be Beautiful. Buy
Jason Yates, vice president of sales and
Asian station;
American.” Along with
marketing, announced the overall increase in
salad station
stylists, educators,
the company’s business for the current year
and dessert
distributors, celebrities
compared with sales from last year. He shared
station.
and members of the
about the relaunch of SunGlitz, of Farouk
During the
media, Mr. & Mrs. BIR
Shami’s original product ranges and the new
two-and-awere delighted to return
half-day event, glamorous direction in marketing capitalizing
to another of Farouk
on the company’s position as official hair care
six stage
Shami’s events.
Mr. and Mrs. BIR (Mike Nave and Susan Silo) are
welcomed by Farouk Shami (right).
of the Miss Universe Organization and using
presentations
We started our journey
stunning images of contestants from the Miss
from styling teams from Latin America, Europe,
early Friday morning, August 26, wearing our
USA and Miss Universe pageants.
Middle East, South Korea, Australia and North
official Farouk event
t-shirts emblazoned
Highlighting the day was the introduction of
America dazzled the audience. Each
with the event theme, “Be Safe, Be Beautiful,
performance featured incredible hair styles and the Exposed 2 collection. The Fall Winter
Buy American.” Arriving on our flight carrying a
Collection centers on finishing methods to
gorgeous models that included former Miss
large number of fellow t-shirt clad
expose the different textures and styles
USA and Miss Universe title holders who had
convention attendees, we were met by the
achievable with Farouk System
Farouk welcoming team, who whisked us away
CHI heat styling tools and wet
to the Moon Palace Resort. Located only 20
products. Break out
minutes from the airport, this huge resort is
educational classes on the
one of 11 Five-Star all-inclusive oceanfront
collection and SunGlitz were
resorts in Mexico and the Dominican Republic.
held in the afternoon,
With 2,500 rooms, a large expo center, great
followed by an Education and
service and spacious accommodations, Moon
Schools Awards Ceremony in
Palace was the perfect venue for the event.
the evening.
While getting ready for the opening oceanOn Sunday, Team Middle
side welcome party, I noticed a large parade of
East opened the session with
chefs and servers pushing carts of food toward
special guest Miss USA 2010
the large patio area. When we arrived at the
Rima Fakih. Keynote speaker,
party, I could understand why. There were food
celebrity, author and producer
stations surrounding the area with a huge
Mario Lopez spoke about
pyramid structure that covered the bar, dance
Celebrity Mario Lopez and Miss USA joined Farouk Shami and his Farouk, the importance of his
floor and stage where the 10-piece band was
5,000 guests at the company’s 25th Anniversary Conference.
18 OCTOBER 2011
The Farouk Corporate awards and winners
TX; AMCO Highest Sales Volume: Trey Blume,
accomplishments and the ripple effect from
included the following: Jeffery Hess Award–Ed
Houston/Pearland, TX; State Highest Sales
how he has touched so many lives. Gregg and
and Karen Mahoney; Xenon Award–Tammy
Jason combined to present marketing initiatives, Volume: Byron and Barbara Moore, Quincy, IL;
Mixon; Ken Mammini Award—Paula Malloy;
State Highest Percentage Increase: Carole
sales programs and distributor sales incentives.
Karen Brzozowski Award—Holly Lillie; Kaycee
Carolin, Mike and Marcia Brandon; Wichita,
The session closed with Team Australia
Gress Award—Sonya Douet; The Lifetime
KS; Salon Centric Store Division Top Store
providing a marvelous presentation complete
Achievement Award—Jimmy Emiliani
Manager: Carmon Manasterios; Salon Centric
with a motorcycle doubling as a cutting chair.
(accepted by grandson, Jimmy Emiliani II).
Following Sunday’s
BIR spoke with some distributor salon
general session was
consultants, who were grateful to learn about
more education on the
Farouk’s philanthropic efforts, such as
CHI Enviro American
personally visiting and providing assistance to
Smoothing Treatment.
tornado-torn Joplin, MO, where he attended
During the free time,
beauty school. He gave salons kits of CHI
Farouk hosted a friendly
Color, CHI Enviro American Smoothing
game of volleyball
Treatment, CHI Ceramic Tools and wet
between distributing
products to help them provide for their
rivals Beauty Systems
families. He also distributed care packages to
Group (BSG) and Salon
Joplin residents. Farouk also sponsored the
Centric. BSG won in
Latino Leadership Initiative, sponsored by
straight matches 20-15
Harvard Kennedy School’s Center for Public
and 20-10. Scott Emery
Leadership.
Other charities include The Rose in
said, “Farouk has a
Beauty Systems Group beat Salon Centric in two straight matches in a
friendly game of volleyball.
Houston and the American Heart Association.
history of bringing
“I attended the conference along with seven
Store Division: Top DSC: Neal Morris; Salon
opposing sides together for peace and love. At
managers in my district, and it was so much
Centric Northeast Top DSC: Gayle Barbee;
our last conference, it was the first time
more than I could have ever expected,” said
Salon Centric Northeast Top Store Sales: Lisa
Palestinian and Israeli hairdressers shared a
Abby Grant-Clark, a district manager for
Giovinelli.
stage. This year, it’s friendly competitive
Cosmoprof West. “The Farouk Systems teams
The following three retailers received
volleyball.”
from around the world were amazing! And it
The conference closed on Sunday night with awards—Phoenix Award: Beauty Brands; Best
was really great to see a little
a formal dinner and awards gala. Team North
deeper into what kind of
America performed to different musical genres.
company Farouk is. The
The North American artists—including a return
generosity and compassion
to the stage by Lisa Marie—showcased their
showed not only to the
styling prowess from a riveting Michael Jackson
conference attendees, but the
inspired opener, to a suspended acrobatic
kindness shown to the people
dance, rocking out and then closing with
of Joplin was very touching. We
fashion forward avant garde looks. Special
need to have more people in
guests at the gala included Lexi Ainsworth and
the world like Farouk! I also
Brianna Brown from television’s “General
want to say that it was so good
Hospital” and 20 former pageant winners,
to be able to connect with my
including Miss USA 2010, Rima Fakih.
store managers on a more
During the grand awards ceremony, Farouk
personal level outside of the
Systems acknowledged more than 60
daily business. We all came back
attendees for their accomplishments. BSG
refreshed and ready to work
West Top Store Sales: Elizabeth C. Esquivel;
toward the next conference!”
BSG West Top Chain DSC Sales: Lisa Olsen;
5,000 gathered at the opening party.
Farouk closed the
BSG West Top DSC Sales: Mai Lein Van Tran;
conference, saying, “Thank you to all the
Marketing: Ulta; Excellence in Sales: JCPenney.
BSG East Top Store Sales: Brenda Gayso; BSG
stylists, distributors and partners for
The company also presented 13 distributor
Canada Top Store Sales: Leah Pennington;
contributing to another successful year and
awards to international organizations plus 9
Emiliani Top DSC Sales: Hamid Atashsokhan;
also to my incredibly talented team, who
awards to educators, 10 Platinum level awards
AMCO Highest Percentage Increase: Jim and
helped make this conference the best yet.”
and 3 Elite awards.
Janice Lock, Ft. Worth/Arlington/Duncanville,
OCTOBER 2011 19
Paul Sharnsky, Salon Centric president,
announced that Alejandro Lopez has joined
the SalonCentric team as senior vice
president, general manager. Paul said,
“Alejandro has a successful 20-year career in
both the salon industry and consumer goods
channel of distribution and brings an
excellent combination of experience and
perspective to his new role. His recent brand
experience here in the United States gives
Alejandro the skill set needed to blend the
brand building expertise with commercial
excellence at the salon level.” Alejandro is
responsible for the continued development
of the SalonCentric commercial organization
(sales force and stores). Reporting to
Alejandro are Boyd Relac (vice president,
sales and strategic development) and Gina
Meggo (senior vice president, SalonCentric
stores.) “With Alejandro’s appointment, I will
focus on the implementation of Project
Synergy, (SalonCentric’s new national ERP
System), the continued development of the
SalonCentric national footprint and the
overall development of the national
SalonCentric organization,” says Paul. Reach
Paul at 727-561-0622, ext. 233, or
www.us.loreal.com.
John Perry, senior vice president of sales for
P&G Salon Professional Open Lines, retired
at the end of August. John had a colorful
and successful 33-year career in the salon
industry, all of it with Clairol Professional.
Starting in the days when virtually every
distributor had his own trade show, John
worked with every major house, bringing
Miss Clairol, the Beautiful Collection and
later, Wella Color Charm, to stores and
salons across the country. John has seen
some massive changes in his three decades.
He worked with John Vasone, Al Gibbon,
Bill Ranney, Mike DeGennaro and Paula
Jacobi when Clairol was owned by Bristol
Myers, continued to work with Jeanne
Matson while P&G was acquiring the open
lines and moved to the Los Angeles area to
work in Reuben Carranza’s organization
three years ago. This fall, John and wife,
Joslyn, are moving back to Connecticut to
20 OCTOBER 2011
be closer to family. What will he miss? “The
people,” he says. “The beauty industry
people are the best. They’re passionate,
they’re committed and they’re caring. There’s
no one like them.” BIR comment: I had the
pleasure of working with John for years
during my distribution career when Clairol
was our major line. John was the
consummate professional and contributed
greatly to the success we enjoyed. Reach
John at [email protected].
Coleen Camp joins Deva Curl as the
company’s director of education, and
Heather Garnett has come on board as
corporate accounts manager. Coleen will
oversee all aspects of DevaCurl education,
including fiduciary responsibility and
management of educational services and
training programs. She is an accomplished
leader and business owner with more than
18 years’ experience in salon and retail
education. In previous positions, including
vice president of education and senior
education director with BeautyFirst/Pure
Beauty and the Regis Corporation, Coleen
developed talent acquisition strategies,
created online learning and education
programs and facilitated national education
conferences. In addition, she owned and
operated a salon recognized by Salon
Today as one of the country’s top 200
fastest-growing salons. As the company s
first corporate accounts manager, Heather
will lead efforts to expand business
opportunities with regional and national
accounts. Her responsibilities also include
developing new business engagements and
contributing to strategic brand planning. She
joins DevaCurl from Regis Corporation
where she served as a product manager for
its multi-million dollar personal care
business line. Reach William Ludwig,
DevaCurl president/COO, at 202-251-3004
www.devacurl.com.
Van Tibolli Beauty Corporation, the
manufacturer of GKHair and Tibolli hair
products, announced that Jay Morris joined
the company as senior vice president of
sales. “Jay will oversee the development of
our sales objectives while identifying
synergies across business units to optimize
future growth globally. With a wealth of
experience in both sales and education, Jay
will be an asset to the fast growing dynamic
team,” says Van. Jay has more than 20 years
experience in the industry at senior
positions with American Crew, Creative
Nail Design and Alterna. In addition he
owned a professional beauty distributorship
in Arkansas and Texas. He has received
several industry awards and achievements,
including being honored as industry “Young
Gun” by American Salon for outstanding
growth and commitment to the professional
beauty industry, appointed to the President’s
Advisory Board for L’anza Research Int’l.
and as a board member for Alterna
Holdings, Inc. Reach Jay at 305-390-0044 or
www.globalkeratin.com.
Michael Gordon joins Cutler Salons as a
partner to work alongside founder Rodney
Cutler to develop and grow the business.
Michael created Bumble and bumble, which
opened its NYC salon doors in 1977,
launched its first products in 1992 and
introduced Bumble and bumble University
in 2004, all with Michael as president, chief
executive and principal image-maker. After
selling the company to Estée Lauder in
2006, he devoted much of his time to
creating “Vidal Sassoon the Movie.” With
his group of go-to consultants that make up
his company, If You Knew, he will help
Rodney evolve to the next level by “taking
Cutler from what is to what it will become,”
as well as taking “a wide stance of services
received, to products, more visual
inspiration, more training and strengthening
of what we have before we do more.” By
building up the education platform and
“creating more classes that are more specific,
more detailed and more rigorous,” Michael
adds, “we plan to make a real commitment
to educating salon professionals.” Reach
Michael at 212-308-3838 or
www.cutlersalon.com.
Judi Meola, Aderans Hair Goods, vice
president of sales and marketing, announced
that Beatrice Fogle has been named
national sales manager at Simplicity Hair
Extensions. Bea has considerable experience
in sales and marketing in the professional
industry having most recently served as
director of sales and marketing for Tan
Towel. Bea will have responsibility for
supporting and developing the professional
salon sales distribution network. She will
also contribute feedback on sales and
planning strategies and work with internal
staff on the marketing calendar, planning,
sales forecasting and promotional programs
to support new product development and
introductions. Reach Bea at 310-779-0802 or
www.aderansusa.com.
James George, owner and CEO of Nail
Emporium, International Nail
Manufacturers and International
Abrasives Manufacturing, passed away of
natural causes on August 29 at the age of 81.
Jim started in the beauty industry selling the
first screw-in nail charms in Southern
California with his wife, Charlene, by driving
door-to-door to salons. Jim then opened
Nail Emporium Beauty Supply, along with
International Nail Manufacturers (known for
Out the Door topcoat) and International
Abrasives Manufacturing Company. Jim
created the World International Nail and
Beauty Association (WINBA), a leader in
the professional beauty show arena for
several years. He was an army veteran,
attended the University of California Long
Beach, played football and became a
member of Tau Kappa Epsilon fraternity. Jim
was a pilot, a contractor and a Las Vegas
police officer. He owned a restaurant/bar,
chain of service stations and a tow truck
company. Jim was preceded in death by his
wife and is survived by his 3 children, 10
grandchildren and 8 great-grandchildren.
The professional beauty industry lost one of
its really good human beings, as Joe
Piscione passed away on September 9 after
his long struggle with cancer. BIR received
the news from Ed Stein, president of Four
Star Beauty Supply, who stated, “I am very
saddened to share the news with you of the
passing of my dear friend, Joe. Please help
me in wishing the family our deepest
sympathy in their loss.” Joe started his career
in the beauty business with Framesi, from
there went on to Schwarzkopf where he
was recruited by Styling Technology to run
ABBA. Next, Joe joined Alterna as vice
president of sales, after which he joined
long-time friend, Sam Licursi, as vice
president of sales for Pharmagel. Joe is
survived by his wife, Diana, and sons, John
and Joe. Condolence cards can be sent to
10878 E. Salt Bush Dr. Scottsdale, AZ 85259.
Paul Mitchell is expanding its marketing
department to meet the demands of
double-digit growth and brand expansion.
Candidates must have a track record of
producing strong results and a history of
creating innovative concepts. This position is
based in Beverly Hills, CA, in a positive,
motivating and rewarding work environment.
Compensation includes salary
commensurate with experience and highly
competitive benefits and profit sharing
program. Send resume to Robert Yates,
senior vice president, global marketing, at
Beauty Industry Report invites its readers
to be guest columnists for future issues of
this monthly newsletter for beauty
executives. Have an opinion you’d like to
share? Send your thoughts in about 450
words, including a 2-sentence author bio
with contact information, to
[email protected].
Mad About Color continues to gain sales
traction. Mad About Color blow-dry creams
refresh hair color’s intensity when hair
becomes dull, flat or has faded. Hair is
immediately conditioned and temporarily recolored during the blow-drying process.
Mad About Color is available in three
shades: auburn, brunette and platinum (2
ounces/SRP $24.00). Contact Troy Maier,
president, at 720-570-3748 or
www.madaboutcolorhair.com.
Redken invests $25,000 to offer 25,000 free
Android smartphones to Redken stylists. To
participate, stylists simply to go redken.com
and select their favorite Android
smartphone with a new 2-year plan plus
data feature. Available since the beginning
of September and until supplies last, this
offer will keep stylists tech-savvy and upto-date with the latest hairstyling trends.
Smartphones, once received and activated,
will also receive an SMS message for
immediate download of Redken’s Style
Station mobile application, which provides
salon professionals with mobile access to
Redken’s online social networking
community, “The Break Room.” Note: Stylists
must pay for the data plan and a 2-year
renewal fee with the carrier of their choice
in addition to a one-time activation fee.
Redken vice president of U.S. marketing and
integrated communications, Shae Kalyani
says, “Redken is fully committed to the salon
professional community. We believe that by
arming our stylists with the most current
digital innovations, they will have the tools
they need to learn better, earn better, and
live better. By offering our stylists free
Android phones along with our mobile
application, Style Station, we are ushering
them into the future with Redken at their
side.” Reach Shae at 800-545-8152 or
[email protected]. Visit www.redken.com.
OCTOBER 2011 21
Prior to Cosmoprof, SalonCentric hosted its
Partner Brand Soiree for more than 200 of
its partner brands, manufacturers reps and
team members, according to Mark
Clevenger, vice president of merchandising
and partner brand development. Paul
Sharnsky, president of SalonCentric shared
his vision and plans for the future: “Our top
priority is taking our current regional
approach and making it a national program!”
Gina Meggo, senior vice president of stores,
shared the future direction of stores: “We’re
focused on expanding the promotional
opportunities within our stores and making
sure our customers’ shopping experience
continues to elevate.” Chris Turner, vice
president of marketing, laid out new plans
and initiatives for 2012 and shared the
organization’s progress to date, stating, “By
using our newly created store flyer, text
programs and email campaigns, we are
expanding the reach of our company.”
Gregg Wilkinson, executive vice
president of operations, shared a deeper
look into the State/RDA Business Model
and how to better work with this segment
of the business. Boyd Relac, vice president
of sales and education, shared the dynamics
of the organization’s street sales team
(DSCs). He pointed out that the use of
technology within the sales force is
improving communications to better serve
customers. Mark also shared plans for
developing the business and opportunities in
the future: “The event was a real success in
our eyes. Taking the opportunity to give an
up close and honest account of where
SalonCentric has been and where it is going
with our partners only strengthens our
partnerships. Our goal is to continue to raise
our level of communication with our partner
brands and customers.” Reach Mark at
www.saloncentric.com.
22 OCTOBER 2011
BIR contacted three major SalonCentric
vendors: Scott Hagstrom, Helen of Troy’s
vice president of sales for its professional
division; Marc Spilo, Spilo Worldwide
president and Wade Lewis, Fromm
International’s national key accounts sales
manager, for their take on the event.
Scott said, “I appreciated the fact that
SalonCentric held a meeting to present their
vision of the future to partner brands. It is
no secret that SalonCentric has experienced
growing pains. The room was filled with
every manufacturer in appliances and
sundries and partner brands in various
categories, because everyone is interested in
answers as to what to expect going forward
and how SalonCentric is addressing some of
the day-to-day challenges of this new
national distributor organization.” Scott
continued, “It was a classy move to honor
previously acquired distributors by
SalonCentric that are referred to as Legacy
Distributors, including Bill Peel, Jamie Cheek
and Jim Marshall.”
Scott made this observation, “One of the
major challenges that SalonCentric faces is
in the area of IT, with nine separate
computer systems that don’t talk to each
other. Project Synergy is a three-year process
to address that issue. SalonCentric has a
vision statement, ‘To Be the Beauty
Professionals Partner of Choice.’ To achieve
that vision, they spoke about core values
and improvements the organization is
working on to get them to their goal. In
addition, they spoke about how they will be
communicating more with their customer
through marketing and what they referred to
as a Media 360 Plan. The plan has six parts
that include their flyers, and various
communication mediums.
“Management also addressed their
professional-only stores and how they want
to create an exceptional customer store
experience in those 750 units. In the end,
management thanked the vendors for their
support and patience. Finally, Paul gave his
six points to achieve One Vision: 1. Best
distributors, 2. Big with a personal touch,
3. Employee expertise, 4. Innovative brands,
5. Increased tools and support and 6. A
powerful force to change the industry.”
Mark Spilo shared his experience: “First, I
thought it was a great format—rather than
just a meeting, it had a friendly and nonconfrontational tone that allowed all of us
not only to learn more about the
SalonCentric organization, but also to talk in
person with the key people who are making
things happen at the company. Second, I
believe all of us in the room had felt that we
needed to understand not only how to work
with the organization, but also what their big
picture plans were for the future. This
meeting helped illuminate where they are
headed, as well as what they will look to
their vendor partners for in the future. We
at Spilo Worldwide came away with a better
understanding of SalonCentric’s divisions and
key players. We also had a clearer picture of
the organization’s marketing efforts, its core
values, what they are looking for from their
vendors in terms of dynamic products and
promotions with advertising and show
support. Overall, I left the soiree with a
better understanding of the organization,
and an appreciation for their effort to listen
to what we needed from them and respond
to us. It was time well spent for all of us.”
Reach Marc at 800-347-7456, or
[email protected]. Visit www.spilo.com.
Wade Lewis, Fromm International’s
national key accounts sales manager who
oversees all of SalonCentric divisions
nationally for the Fromm brands,
commented on his experience: “The
SalonCentric Soiree was a breath of fresh air,
as they shared their insight to their One
Vision and how to help achieve it at all
levels, as well as the challenges they will
face in doing so. I see SalonCentric in the
following ways—synergizing the total team;
quality of the team being built;
management’s vision and combining internal
talent with beauty talent to create
cohesiveness with each other in the One
Vision. It was time well spent.” Reach Wade
at 800-323-4252, ext. 140, or
www.frommonline.com.
Max Wexler is the new chair of the
Professional Beauty Association (PBA).
This month, he shares a look ahead.
“I could not imagine a more exciting time
to be named chair of the PBA. While I have
been an active member and volunteer for
many years, I am extremely excited and
honored to be appointed to this position by
my colleagues and peers. My sincere
appreciation goes out to all the board
members, volunteers and staff who are
making advancements in education,
networking, government advocacy and trade
shows/events. I think you will agree that the
following are impressive accomplishments:
• PBA enjoyed record attendance and
exhibitor numbers at the recent Cosmoprof
North America/PBA Beauty Week.
• PBA launched the new PBA Issue
Advocacy Fund to strengthen PBA’s influence
and participation in the public policy
process at both state and federal levels. PBA
succeeded in getting the FICA Tip Tax Credit
introduced in Congress and the Senate.
• PBA forged a new partnership with
Milady, a provider of beauty and wellness
education, to expand PBA’s online and on
demand education portal, Beauty U.
• PBA launched the International Salon
and Spa Expo Midwest (ISSE Midwest),
which will become the industry’s only major
fall/holiday show and will take place
November 4-5, 2012, outside of Chicago.
• PBA updated and expanded content
from PBA’s Nail Manufacturers Council at
probeauty.org/nmc.
• PBA released several industry research
reports, including the Quarterly Salon/Spa
Performance Index (SSPI), the 2010 Market
Shipment Study and the 2010 Distributor
Benchmarking Survey.
“PBA is comprised of industry volunteers
who give graciously of their time and
talents. I urge you to become active with
your industry trade association. The first
step is joining PBA. Visit www.probeauty.org.
The Professional Beauty Association/
National Cosmetology Association (PBA|
CA) invites beauty professionals and
companies to participate in their annual
Dining for Change fundraiser during
October. Dining for Change encourages
beauty professionals to host dinners,
cocktail parties, social office gatherings, etc.
to raise money for two causes. Each guest is
encouraged to make a small donation to the
PBA/NCA Cares Fund, which supports Cut
It Out, a program that fights domestic
abuse, and PBA/NCA's Disaster Relief
Fund, which helps salons and beauty
professionals rebuild after natural disasters.
The goal of Dining for Change is to raise
more than $250,000 (an average of $25.00
per person) and show the world that the
collective spirit of the beauty industry can
effect change. Reach Rachel Molepske at
probeauty.org/dining-for-change for
collateral and hosting ideas.
Kenra Professional is partnering with The
Rapunzel Project, a non-profit organization
dedicated to helping cancer patients keep
their hair during chemotherapy through the
use of cold cap technology. As part of the
initiative, the company is donating an
additional $20,000 to The Rapunzel Project,
bringing its total donation to $70,000. “Kenra
Professional proudly supports The Rapunzel
Project’s goals to raise awareness of the
existence of cold caps for preserving hair
during chemotherapy and to raise funds to
purchase biomedical freezers for oncology
facilities,” says Tim McMeekan, CEO of
Kenra Professional. “Our team is igniting a
full fundraising and communication
campaign during the October 2011 Breast
Cancer Awareness Month in which the entire
company will be engaged in spreading the
word that cancer victims have a choice and
helping to raise donations toward the
remaining goal of $230,000.”
In addition, Kenra is supporting Susan G.
Komen for the Cure with a donation of
$30,000. The company’s distributor partner,
Beauty Systems Group (BSG), is an avid
supporter of this organization, and Kenra’s
contribution recognizes BSG’s commitment
to cancer awareness. Supporting breast
cancer awareness and other philanthropic
causes is fundamental to Kenra Professional’s
philosophy of creating inner and outer
beauty—a belief that begins with helping
others. To make this message resonate,
Kenra Professional encourages all of its
employees to take two paid days off every
year to assist at a charitable organization of
their choice. Finally, Kenra is offering limited
edition pink packaging for two of its bestselling products—Volume Spray 25 and
Platinum Blow-Dry Spray. Sales of those
products support breast cancer research,
early detection, support services and more.
Visit www.kenra.com.
At Sexy Hair, its No. 1 selling hairspray is
also a catalyst for raising funds for a good
cause. Cherie Porter from Colorado Springs,
CO, was named winner of the international
Caring is Sexy: Design Contest. Her zipper
design will appear on Sexy Hair’s limitededition packaging aimed at increasing
awareness for breast cancer. The special
edition hair spray can will debut in spring
2012. Sexy Hair also awarded the People’s
Choice favorite to Travis Hite from
Fullerton, CA, with a $500 donation to a
charity of his choice. 5% of net proceeds (up
to $40,000) from sales of the special edition
can, in addition to $6.00 per submission, will
benefit Look Good… Feel Better, a national
public service program that helps patients
struggling with the appearance-related
challenges of cancer treatment. “It was
wonderful to see artists put forth their best
design in support of a great cause,” says Karl
Heinz Pitsch, president and CEO of Sexy
Hair. In addition to Cherie, finalists included
Travis Hite, Christine Labrador and Leah
Sores. To view the designs, visit Sexy Hair’s
Facebook page. Reach Karl Heinz at
Visit www.sexyhair.com.
OCTOBER 2011 23
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The Beauty Industry Report A MONTHLY NEWSLETTER FOR EXECUTIVES IN THE PROFESSIONAL BEAUTY BIZ
Sport Clips, the nation’s largest
men’s and boys’ hair care
provider, opened its 800th store
in Redmond, WA. Sport Clips
CEO and founder Gordon Logan
said, “We have 23 stores open in
Washington and Oregon, with
plans to grow to 35 stores by the
end of next year and ultimately
to 70 stores over the next few
years, supporting 1,000 jobs in the
area.” Reach Gordon at
512-869-1201 or
www.sportclips.com.
coast-to-coast and annual sales
in excess of $1 billion.
Congratulations also to Great
Clips, which opened its 3,000
salon. The honor went to Roger
and Marylu Ledebuhr for their
location in Albert Lea, MN. The
hair care chain, which is the
world’s largest salon brand by
number of units, has operations
American International lost
long-time employee, Kathleen
Armstrong, who passed away on
September 25. Kathleen was the
professional division’s sales
manager. Look for more
information in next month’s BIR.
The Safe Cosmetics Alliance is a
coalition of cosmetic industry
associations, including the
Independent Cosmetic
Manufacturers and Distributors,
the Professional Beauty
Association, the Direct Selling
Association and the Personal
Care Products Council. It’s
working with legislators to
advance a bill to strengthen and
modernize regulatory oversight of
the cosmetic industry while
allowing manufacturers, suppliers,
distributors, retail owners, salon/
spa owners and licensed beauty
professionals to conduct
business. Visit
www.safecosmeticsalliance.com.
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Investing 101 - Inspiring Champions

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