0508 CA Stylist.indd - Stylist and Salon Newspapers

Transcription

California Stylist & Salon
Volume XII, Number 12, Issue 144
May 2008
Published monthly by
Holland Graphics, Inc.
1750 SW Skyline Blvd., Suite 24
Portland OR 97221
Toll-free (888) 297-7010
or (503) 297-7010
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Web site: www.californiastylist.com
Publisher
Managing Editor
Copy Editor
Production Manager
Advertising Director
Art Director
Classified Sales
Linda Holland
Lisa Kind
James Giddings
Joel Holland
Marcy Avenson
Erica Gibson
Kelly Smith
Contributing Writers:
Judy Culp, Joe Howe, Vicki Peters,
Shannon Wells, Marco Pelusi, Hannah Mayo,
Kerrin Delaney, Mike Nave, Wayne Grund,
Lesley Bride, Gordon Miller, Mandy Zelinka,
Christopher Campbell
California Board of Barbering
and Cosmetology
Jerry Tyler, California Board President
CALIFORNIA STYLIST & SALON is mailed free of
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| MAY 2008 | CALIFORNIA STYLIST & SALON
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Diversifying Your Clientele
In this issue...
9 Beauty Business Buzz
Presenting beauty services to
the male market is taking on a
completely new significance.
Beauty businesses are going the
extra mile to accommodate the
previously untapped marketing
of male patrons. Shannon Wells
explains why men are important to
your bottom line.
the Top
14 Off
In the beauty industry, one of the
most important factors to being
successful is to have a diversity in
your talents. Joe Howe explains
why as a new stylist especially, it’s
important to appeal to a broad
spectrum of individuals in order to
build your client base.
20 Mane Objective
You owe it to yourself, and to
everyone, to find and harness your
passion for your hairdressing career.
Marco Pelusi tells about how his
passion started, and hopes it will
spark this passion within your own
hairdressing career.
Growing Your Male Clientele . . . . 6
From the Editor
Lisa Kind
Summer Show Preview. . . . . . . . 8
The Nail Extension . . . . . . . . . . .10
The Haircolor Dualist . . . . . . . . .11
Marketing Solutions. . . . . . . . . .12
NCA Report . . . . . . . . . . . . . . .16
Esthetic Endeavors . . . . . . . . . .16
Multiculturalism . . . . . . . . . . . .18
Industry Insider. . . . . . . . . . . . .19
Achieve Unusual Success . . . . . .20
California Board News . . . . . . . .21
Classifieds . . . . . . . . . . . . . .22-25
Calendar . . . . . . . . . . . . . . . . .26
What’s New in the Market . . . . . .27
On the cover...
Photo Courtesy of
JOHNNY B
Photography:
Ralph Renteria
Grooming:
Jose Reyes for Johnny B.
If you could flip a switch and earn more
money every day, would you do it? May’s issue
of the Stylist shows you how market diversity
can do just that.
Does your salon mostly cater to women?
Are you missing the boat (and a good source
of revenue) because you aren’t expanding
your clientele to include a wide demographic
of clients? What about men, children and an
aging clientele? How can you flip that switch
and have all kinds of people bringing you more
money than you make now?
On page 6 you will find our feature article
about growing your male clientele. In it,
Christopher Campbell reminds you that men
and women are different, and outlines how
you can utilize that knowledge to bring more
men into your salons.
While you’re thinking about men, you
might also consider marketing to the younger
crowd. Hannah Mayo’s article Marketing to Kids
and Teens reminds us that kids are becoming
aware of their personal style at much younger
ages than in the past. She tells you how your
salon can cash in on this trend. The article is
on page 12.
On the subject of expanding your marketing, what tips might estheticians need for their
specific segment of the industry? While there
are mainstay groups within the population
who provide a majority of your income, there
are other groups to market to in order to
round out that income. Judith Culp’s article
on page 16 takes you through a few keen
insights on motivating these other groups to
come in through your doors.
It is also important to remember the factors that shape the populations in your market.
With the excellent medical technology we have
today, people are living longer, which means
the number of mature people in our society
is growing. This month, Vicki Peters reminds
you to cater to their needs -- and how doing
so can help you treat all of your clients better.
Look for that on page 10.
Whether they are young or old, did you
realize there are ways to market to men
beyond cars, cleavage and sports? Look for the
fun and insightful article by Shannon Wells on
page 9 that shows you subtle ways to market
to men to meet their need for masculinity. She
mentions a less subtle way as well -- how to
advertise to men through their women. It’s a
good read.
When it comes to men, how many of them
ask you to color their hair? As you come to
page 14, take a look at Joe Howe’s article. He
shows you how your focus on diversifying can
help you capture new business, while reminding you of the wisdom of allowing color clients
to advance their color needs organically over
time, whether they are women or men.
And one last thing, don’t forget that the
deadline for the 2008 Cover Contest is this
month, on May 12. Make sure to visit
www.stylistnewspapers.com or e-mail me at
[email protected] for full details,
and get those entries in!
Kyle Mathis Hairdressing Opens in Santa Monica
Veteran industry hairstylist, Kyle
Mathis, recently opened the doors
to Kyle Mathis Hairdressing in Santa
Monica, California.
Located just steps from the Pacific
Ocean and the Third Street Promenade; the new salon provides quality
hairstyling and a soothing experience.
Mathis has been styling hair since
1994. With stops at Tony & Guy, the
Elizabeth Arden Red Door Spa and
José Eber in Dallas, Texas, Mathis
moved to Los Angeles at the age of 32.
“I personally specialize in edgier, sophisticated dry cuts,”
Mathis continued. “You wear your hair dry so it makes sense
to cut it dry. It’s like chipping away at a sculpture until you
get a masterpiece.”
The ultimate goal for Mathis is to open several other
salon locations and eventually introduce his own green
product line. Even more important to him is to provide an
environment where his styling team is eager to come to work
and is rewarded for their experience both professionally and personally.
For more information, visit www.kylemathishairdressing.com.
4 | MAY 2008 | CALIFORNIA STYLIST & SALON
ISSE08_CAstylist_thanks.indd 2
4/1/08 12:14:47 PM
Men Welcome! Growing your Male Clientele List
By Christopher Campbell
Men and women are different.
While that statement isn’t very original,
it is an important factor to consider when
building your male client business. Men
have different wants and needs than your
female clients, and successfully addressing
them can make your salon the go-to place
for guys.
The first factor to understand is men
are most likely not comfortable coming
in to begin with. Generally, men haven’t
had the same exposure to information
and techniques for caring for themselves
women have had. Women have learned from
friends, relatives and the media how to make
informed decisions on what will aid them in
looking their best. Men, on the other hand,
were lucky if their father taught them to
shave. This is especially true of more mature
clients. As a salon professional, you have an
incredible opportunity to affect this type of
client and the way he perceives grooming
and personal care.
You can make male clients more
comfortable in your salon in much the same
way as in your home. Greet him warmly
and make no issue that a man has walked
through the door. If you greet him with a
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look of surprise, he’s
going to feel as if he
has walked through the
wrong doorway.
Does the layout of
your salon make your
male clientele feel welcome? What magazines
are in the waiting area
for your male clients?
What music is playing,
if any, and is it gender
neutral? Are there male
images on the walls as
well as female? These
are all visual cues that
tell a visitor whether
the space was meant for
them.
The next area of
opportunity for catering to male clientele
is at the shampoo
bowl. Do you have a
men-specific brand
of shampoo on your
back bar? Besides being
conscious of these
client specific needs,
using products on the
back bar is the first step in retailing. While
shampooing and prepping him for service,
explain to him what you are doing and why
it is important. Never assume he’s learned
this information elsewhere.
After you’ve prepped the client, do you
wrap his head in a towel and parade him
through the salon? How would the other
men in your life feel about you treating
them this way? Men generally see getting a
haircut as a maintenance job, not any kind of
reward. They aren’t looking to be on display
by being marched through the salon, or by
being placed in the window for the world
to watch their vanity in action. Be kind, and
place him at the back of the salon where
prying eyes are less likely to make him feel
uncomfortable.
Once that male client is in your chair,
what are you putting around his neck? Some
guys aren’t going to know that the stains
on the towel you just wrapped around his
neck are hair color. And what about that
leopard-pattern cutting cape you’re using?
How manly is that? It is always important
to be conscious of a man’s personal sense of
masculinity. You would never want inadvertently to embarrass a guest in your home,
and they aren’t paying you for your time.
A more gender-neutral or even masculine
cutting cape shows that you have planned
for your guest.
Photo Courtesy of Gym Grooming
Next is the consultation. Ask him what
products he’s been using, and give him your
honest, professional assessment of them.
When you go to a trained professional whose
services include a consultation, you expect
to receive the full benefit of their knowledge
and experience. How would you feel if the
mechanic working on your car only told
you about some of the things wrong with
your car? What if your doctor talked to
you only about subjects with which he felt
comfortable?
For men, talk in terms of maintenance
and upkeep. Refer to the liquid tools (not
products) they are going to use to maintain
(not enhance) their image (not style). It
isn’t about what they use to make their hair
pretty. Help them understand that professional salon products are made of superior
ingredients and formulas. Also help your
male clients make the connection that
proper care and maintenance of their hair
will help them keep it, if hair loss or damage
is a concern for them.
Your duty as a trained professional is to
share with your clients all that you know.
Explaining that professional grade products,
used properly, can aid in hair retention and
help improve their image will win you loyal
clients every time.
Chris Campbell is President of Christopher Philip Ltd. makers of Gym
Grooming products. For more information visit www.gymgrooming.com
or call 1-888-205-3355 .
The Challenges
of Marketing to
Children and Men
By Mandy Zelinka
It’s easy to market to only a single, highdemand sector of the population. However,
the benefits of advertising to an expanded
audience are many.
So let’s start at the beginning. Why market
to children? They potentially scream, they
squirm, you can’t charge enough, the list goes
on. A positive way to advertise to clients is to
open with “we love well behaved children.”
This way, you aren’t alienating anyone, while
still making your need for peace in the salon a
priority. But there is more.
Children are one of the greatest forms
of advertisement you can have as a stylist.
Children are cute by design, made only cuter
by a great cut. I can’t tell you how many
clients will come to you because not only did
they like their girlfriend’s hair, but also their
child’s haircut made their final decision to
switch stylists an easy one.
Sure, you can charge more for kids if
you so choose, but I believe the opportunity
outweighs the potential for disaster. You can
keep child prices low to attract parents and
their friends. Moreover, the best part about
this whole process is they grow up to be fullprice paying adolescents and adults.
Men, on the other hand, are a tricky target
market in the beauty industry. Many salons
focus more on their female clientele, and
for good reasons: word of mouth references,
frequent color upkeep and ease of product
add-ons. However, no salon would be wise
to ignore a whole sector of potential income.
Perhaps focus your next marketing campaign
on male style needs.
A perfect example of well-executed
marketing to men would be HairM for men,
located in Portland, Oregon. They offer
attractive women, beer, sports and massage. Men flock to this salon for its lack of
pretension.
Although many full service salons would
not want to switch to such a niche market,
they could add a few simple male elements.
One such example would be stocking Sports
Illustrated or ESPN Magazine in your waiting
area, or offering beer in addition to wine
choices for client beverages.
Also, consider the entire sensory experience of salon going. “Men are sold off of
experience. If they like something, they are
going to buy it. This is where they make 90
percent of their purchases,” says Jill Montchalin, of Cosmoprof. Find ways to help the
clients feel at ease and less stressed so their
memories of your salon are entirely positive.
continued on page 11
CALIFORNIA STYLIST & SALON | MAY 2008 | Summer Show Preview
ABCH Energizing Summit
June 1-2, 2008
Los Angeles, California
www.haircolorist.com
ABCH Energizing Summit, sponsored by
the American Board of Certified Haircolorists, will be held at the Marriott Hotel in L.A.
It will feature 44 educators and 155 individual
classes, 37 of which will be hands-on. They
will cover the entire spectrum of haircolor
subjects and will include custom mannequins
for each class. There will also be classes to aid
in passing the American Board of Certified
Haircolorists Examination.
Premiere Orlando Beauty Show
June 1-2, 2008
Orlando, Florida
www.premiereorlandoshow.biz
800-335-7469
The Premiere Orlando Beauty Show
will be held at the Orlando/Orange County
Convention Center. It will feature hair education and technical flair on the main stage.
It will also include specialized in-depth color
training and education on nails, make-up,
skin care, massage and more. International
Education will also be included, with a variety
of classes to be taught in Portuguese, Spanish
and Vietnamese.
International Beauty Show Las Vegas
June 28-30, 2008
Las Vegas, Nevada
www.ibslasvegas.com | 800-496-9861
The International Beauty Show Las Vegas
will be held at the Las Vegas Convention
Center and it will foster artistic, personal and
professional growth opportunities for the
salon community. This big event will include
more than 200 suppliers, expanded educational opportunities, energizing and inspiring
Main Stage performances and exciting nail
competitions.
International Esthetics, Cosmetics
and Spa Conference
June 28-30, 2008
Las Vegas, Nevada
www.iecscs.com | 800-498-6984
The International Esthetics, Cosmetics
and Spa Conference will be held at the Las
Vegas Convention Center. The show will include products from more than 650 skincare
and wellness companies and a program with
more than 200 free classes, including General
Session, Spa Business Track, Makeup Track,
Wellness Track and Manufacturer Classes.
Paid Education includes Medical Spa MD
Procedures, Medical Spa Business Conference, Your Profitable American Spa, Advanced Education Workshops and CIDESCO
Workshops.
Cosmoprof North America
July 13-15, 2008
Las Vegas, Nevada
www.cosmoprofnorthamerica.com
Cosmoprof North America will be held
at the Mandalay Bay Resort and Casino. The
show strives to be the premier business-tobusiness beauty event in North America with
its product categories covering the entire
spectrum of the beauty industry. However,
this is not a traditional hair show, and is
targeted toward salon and spa owners and
managers, rather than stylists and technicians.
Education is not offered and cash-and-carry
sales are not allowed.
North American Hairstyling Awards
July 13, 2008
Las Vegas, Nevada
www.probeauty.org/naha
The NAHA competition award ceremony
will be held at the Mandalay Bay Resort and
Casino to honor top hairstylists for their
achievements. The Lifetime Achievement
Award winner, Hall of Leaders inductee and
winners in 12 categories will all be honored
at a gala evening filled with artistic spirit and
visual collections.
NCA SalonLife ’08
August 9-11, 2008
Rosemont, Illinois
www.salon-life.com | 888-254-9810
This NCA event will be held at the
Donald E. Stephens Convention Center,
presented by the National Cosmetology Association. It is designed to connect like-minded salon professionals with one another and
inspire their success in both their professional
and personal lives, and will be interactive and
educationally focused. The show will feature
carefully selected exhibitors, outstanding education and a noise-controlled environment
that’s conducive for conducting business and
learning.
Face and Body Spa and Healthy Aging
Conference and Expo
August 16-18, 2008
San Francisco, California
www.faceandbody.com | 630-344-6023
The Face and Body Spa and Healthy
Aging Conference and Expo will be held
at Moscone Convention Center North. In
a forum to connect spa professionals with
their colleagues who serve the healthy aging,
wellness, personal care, fitness, cosmetic and
nutrition industries, attendees will include
spa owners and managers, estheticians,
massage therapists, medical therapists, plastic
surgeons, dermatologists, and other medical
professionals. It will include three days of
product-neutral education.
Beyond Cars, Cleavage, Sports— Appealing to the Male Audience
Beauty
Business Buzz
Shannon Wells
Times, they are a changing -- and presenting beauty services to the male market is
taking on a completely new significance.
Gone are the days when only the “metro
sexual” male entered beauty salons and spas.
Beauty businesses are going the extra mile
to accommodate the previously untapped
marketing of male patrons. Creating innovative attractors for men beyond the typical sex,
sports and cars can distance you from the
competition and distinguish you as the spot for
quality male services.
Why men are important: A recent study
showed that 48 percent of men visit hair salons six to 10 times annually. Of that number,
over 26 percent actually visited more than 10
times per year. That’s more often than the
average woman does. Males typically have
frequent maintenance haircuts to maintain
their shorter lengths. This can add up to big
revenue bucks for your business.
Understanding what motivates men to visit
a salon or spa can get you well on your way to
developing marketing campaigns and promo-
tions targeted at the very loyal male market.
Getting men in the door: While it
is impossible to lump all men in the same
category, a few common denominators can
drive most men to choose to visit a salon or
spa. Beside the obvious motivation to look
or feel good, here are some triggers that will
have them beating down your door.
Pleasing the fairer sex: Some men are motivated (sometimes even solely) by appeasing
their spouse. How many men have you seen
dragged into a salon or spa seemingly against
their will? If a woman is convinced that what
you have to offer will benefit their husband
or boyfriend, they are very likely to recommend the service, perhaps vigorously, to the
man they care about. Creating promotions
geared toward your current female clientele
for their men will drive male clients in to you
business.
Couples services work well too. Don’t
stop at massages -- his and hers haircuts,
pedicures and even highlights will give men
a comrade as they venture into the world of
beauty services.
Tap into their completive nature. Competition is an underlying force for most men.
The desire to get ahead in life drives many
men in their work and personal lives. There
are key words, phrases and feelings you can
convey in your marketing that will evoke that
competitive spirit.
Here are a few concepts that work:
“Get in, out and back in the game.”
Efficient and time saving men’s haircuts.
“Groomed guys get the sale.” Now
offering “quality control” services to make
sure you look your best.
“She thinks dirt is cool outside, not cool
under your nails.” We’ll have your hands
looking as good as new with our Tough
Guy nail restoration treatment.
Notice, we did not mention the word
“pedicure” in the last example. Sure, it’s what
they’re getting, but I know many men that
vow they will never get a pedicure. However, they may be willing to get their hands
“restored.” After all, restoration is what you
do to a truck. This is the type of thinking you
want to promote to your male clients.
By referring to your services according
to these examples, they’ll hear they can gain
time, get a promotion and impress their lady.
How can they say no to that?
Where’s your sense of adventure? Many
people, including men, strive to live the
good life, to see the world and experience
adventure. These same factors can motivate
a man to try your products and services. For
many men, just entering a salon or spa is an
adventure. Projecting the image that your
salon provides adventure, prestige and luxury
will itself motivate some men to try your
services.
These tips can help you get men in the
door of your salon or spa. Afterward, your job
is to keep them coming back. Most men are
fiercely loyal once they’ve found a technician
they trust. Knowing the factors that motivate
men to use beauty services will get you on
your way to building a new revenue stream
for your business.
One fun way to attract more male clients
is to ask your current clients why they visit
you. Start a campaign and you’ll be surprised
by the answers. Use the information to get
your piece of the booming male beauty
industry.
Shannon Wells is the Marketing Manager for Your Beauty Network, a beauty
industry’s business support service. For more information on this topic or to
find out how YBN can help you with your business call (866) 364-4926 or
email [email protected].
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CALIFORNIA STYLIST & SALON | MAY 2008 | Considering the Special Needs
of the Mature Clientele
kinder and gentler on their thin skin.
Consider using a gentle file when filing
The Nail Extension
their
fingernails. Too coarse of a file may be
Vicki Peters
uncomfortable and too aggressive, and may
shred their already dry, brittle nails. Buffing
the top surface needs to be done gently as well,
In keeping with this month’s theme on
don’t over due it. Ridges can become thicker as
mature clients, I reached out to a few friends
you get older and they can stand to be buffed.
who specialize in manicures and pedicures
However, over buffing can thin them out too
catering to mature clients. Manicures and
much, so be careful. Use a soft buffer and do
pedicures on someone older take a bit more
not buff too fast as you can cause discomfort
consideration to their needs, especially when
with heat.
health issues are involved.
Most mature clients prefer shorter
Client consultation is always important
rounded nails. Others prefer pointed nails,
but has an even bigger function in the case
which is an old-fashioned style. Filing this
of a mature client. We should always take the
shape is usually done in from the sides of the
time to do a consultation prior to starting
free edge, which compromises strength -- be
the service. Mature clients can be fragile and
sure to explain this to
their information can
them. Round the nails
give you a heads up on
gently without taking
issues. Knowing about
Mature clients can be frag- off their sides. French
circulatory, ambulatory,
manicures are popular
arthritis, diabetes and
with mature clients and
ile and their information
pain issues are critical
you need to have a stock
in giving a manicure
of “mature colors” on
can give you a heads up
or pedicure safely and
hand such as mauve and
enjoyably.
Darlene Donovan
on issues. Knowing about pinks. Toes may be a
different story -- conserfrom New Hampshire
vative clients may want
says her older clients are
circulatory, ambulatory,
that French manicure
between 62 and 85; most
of them have arthritis
arthritis, diabetes and pain on their fingernails but
will throw caution to the
and some severe joint
with toe color.
pain. When she begins
issues are critical in giving windPenny
Sadler assists
the manicure service,
her
mature
clients with
she always asks if they
a manicure or pedicure
everything,
sitting,
are experiencing any
getting up, putting on
joint pain, so she can
safely and enjoyably.
or taking off their coat,
massage them approprigreeting them at the
ately. Many of us have
door and walking them
a lot of strength in our
to the door when they leave. Most of these
hands from working with them all day, so we
people are in their 80s and above, but you
need to be careful that the massage isn’t painful. Donovan uses slow and gentle movements wouldn’t know it as they are on the go, not sitting around in a nursing home. She feels she is
with a lighter touch than normal so she does
a little more cognizant of their age. Sadler said
not bruise the skin.
as she was writing this she realized it would
Using a light touch with all your movebe a very positive thing if we treated everyone
ments, even pushing the cuticles back, is
who walked through our door this way. It
critical, according to Penny Sadler from Ohio,
shouldn’t just be for the older generation.
who also has many mature clients. She always
Building the fine touches of our salons
asks if there are any changes in their health
and
services around our mature clients is a
or medications, or if there is anything their
wonderful
gift to that section of our society. It
doctor says they should not be doing before
also makes us more aware of ways to take care
she begins her service.
of everyone we meet. Hopefully, the considerJennifer McCormick from Oregon
ation these few stylists have shared with us will
discounts her paraffin services for the elderly
inspire us all to excel in catering to our mature
and makes it part of the manicure because of
clientele.
the arthritis they may have. The warmth helps
with arthritis and will help them relax a bit
Vicki Peters is a 26 year veteran master nail tech, competition champion,
more during the massage. McCormick also
judge, international educator, author and manufacturer and serves on the Nail
uses a sloughing style lotion to remove the
Manufacturer Council. For more information visit www.vickipeters.com or
dead skin instead of an abrasive because it is
email her at [email protected].
The Haircolor Dualist User
How to Turn Her Into a
Loyal Salon Client
Part Three of Three
By Lesley Bride, P&G Beauty, Hair Research Laboratories
This month we finish up this series on
your color clients. For detailed information
previously featured on the salon-only color client
and home-only color client, go to www.stylistnewspapers.com.
Salons traditionally have held a negative
attitude toward the home haircolor market,
believing it takes business away from them.
Now, consumer research from P&G Beauty
clearly reveals that the psychographic (personality) and demographic (financial and lifestyle)
differences between exclusively salon and
exclusively home color users make it unlikely that either would switch their coloring
regimen.
However, there is a third category of haircolor user, discovered in a 2005 P&G Beauty
Survey among 2,000 women aged 15-75. Some
65 percent of all those surveyed had colored
their hair in the past 12 months. Of those that
had colored their hair, 52 percent said they
exclusively color their hair at home; 28 percent
exclusively have their hair colored in a salon;
and 20 percent fall into a very interesting
category P&G Beauty calls the Dualist Color
User.
Why is this 20 percent of haircolor users
important to the salon? The reason is that the
dualist can increase a salon’s color business by
increasing the frequency of their visits. They
trust the salon professional’s skill and choose
in-salon color when they want a dramatic
color change or special process, especially
highlights.
They also choose to come for salon color
to be pampered and for the convenience of
combining cut-and-color appointments.
Salons can encourage dualists to come in more
often by stressing the lack of mess and the
lack of worry about results when they rely on
their salon professional. Both factors are often
on the minds of dualists when they consider
coloring their hair at home.
The dualist is more likely interested in
giving her hair a more dramatic and vibrant
look than is either the salon-only user, who
wants subtle results, or the home-only user,
who primarily wants to cover her grey and
have control over when she covers it. The
dualist comes to the salon to change her look,
to express her individuality, to experiment with
her hair and have fun. Salon colorists need to
prove to her that they know the latest color
techniques and can mix a special formula just
for her. They need to have photos of more
fashion-forward color looks to entice her to
come to the salon, rather than coloring at home.
Some ways salons can entice the dualist
to frequent the salon include offering special
dual-service promotions and making recommendations on better base color for their skin
tone. You might host special events in the
salon that appeal to their lifestyle, provide the
latest fashion information in your newsletter
or on personal e-mail outreach. If she believes
you and your salon staff really know about
the latest high-fashion looks in haircolor,
she’ll turn to you to get the looks she seeks.
Advertising in local fashion media that appeal
to this group can bring the salon more dualists
more often. That’s good for the entire salon’s
business.
P&G Beauty further divides the dualists
into three categories. The first are those who
mostly color hair at home, occasionally at a
salon. The second are those who color equally
at home and at a salon. The final category are
those who mostly have their hair colored at a
salon, occasionally at home.
Why do they go to the salon? Among those
who mostly color at home, it’s all about the
occasional opportunity for pampering. Those
who mostly have their hair colored in a salon
believe that the colorist will be more creative
with highlights and brighter colors. They are
likely to think that doing color at home is too
tedious, except when necessary.
Because salon haircolor is comparatively
expensive compared to home color, many
dualists will do it at home if they feel it is fine
for their needs at the time. One big reason for
this group to color at home is the convenience.
They said things like “I couldn’t get into my
stylist,” or “I had an event and needed my
roots done.” Dualists are not likely to change
their habits due to product technology, but
rather by salons and individual stylists or
colorists appealing to their financial and
lifestyle needs.
A stylist or colorist has a lot of room for
recommendation with all of these haircolor
users -- and that can lead to additional salon
revenue. Just one-fourth of salon color users
color their hair because their stylist recommended it. The numbers of recommendations
fall dramatically for dualist or home color
users.
By appealing to the haircolor dualist
-- stressing convenience, professional skill and
creativity, giving advice and recommendations
and offering promotional events that meet
their specific needs, salons can build their
business most easily among dualists.
Marketing to Children and Men... continued from page 7
For example, males, as well as females,
love an aromatic scalp massage at the
shampoo bowl. They will feel relaxed,
catered to and grateful that you spent extra
time on them. This is also, of course, the
perfect place to start retailing to clients. Use
an aromatherapy product associated with a
line you carry at your salon; not only will
the salon smell inviting in general, your
client will associate the pleasant scent with
your salon.
Finally, salons should remember that
many women purchase products on behalf
of the men in their lives. Marketing to men
really starts, as with marketing to children,
with women, the ones doing the household
buying and scheduling. Next time you step
behind your chair, a question you could
easily ask is, “I would love to meet your
boyfriend or husband; do you think he
would ever come down and let me tend to
his locks?” She probably won’t even notice
your sneaky marketing, and will most likely
think you are simply trying to ease her
mind about her man’s style. You can suggest
booking him when she is making her next
appointment before she leaves.
Men’s marketing is not difficult, but
does take some forethought and planning.
Make the best use of your resources by
finding low and no-cost additions that can
help provide the most inviting salon environment for both genders. The resulting
positive word of mouth may surprise you.
For information visit www.mandyzelinka.us or www.seventyseven.us
Lesley Bride has been in Research and Development at P&G Beauty for over
12 years. She has expertise in hair science and works directly with formulation
technologists to develop innovative hair care and color products. Bride leads
a team that listens to woman’s needs, conducts laboratory experiments and
evaluates thousands of prototypes every year.
CALIFORNIA STYLIST & SALON | MAY 2008 | 11
Marketing to Kids and Teens
How to Reach This Growing Market
Marketing Solutions
Hannah Mayo
The age people become aware of their
personal style is getting ever younger. How
can we tap into this trend?
Especially as young girls emulate their
favorite Hollywood celebrities, the age
they begin grooming regimens and beauty
treatments lowers dramatically. Flooded with
marketing and media messages their parents
never heard growing up, kids today find
more of an interest in salon and spa products
and services. It’s not uncommon for kids as
young as six to get mini-facials and manicures
as kid’s specialty salons and day spas have
become a growing part of the spa industry.
Now more than ever, teens are subjected
to pressure from the media to look and act
more like adults. Furthermore, parents are
willing to buy more luxuries for their kids
because trends such as smaller family sizes,
dual incomes and postponing childbearing
until later in life means families have more
disposable income. These two factors are
the basic components behind the influx of
increasingly younger clients receiving salon
services.
So how can we adjust to and capitalize on
this change? Below are a few fun and creative
ways to capture this exclusive clientele.
Host spa parties. Try offering distinctively
different salon and spa party packages for
birthdays, holidays or any special occasion.
Provide light refreshments, decorations,
invitations, goody bags, a fashion show,
music and movies -- this makes it easy on the
parent and fun for the kids. Remember, you
not only need to target the children but also
the parent, as it is their income that makes
these purchases. Some salons find these
become their most popular services. It allows
the children to have a great time, and their
parents become the heroes of the day without
even lifting a finger.
Have annual or semi-annual fashion
shows. These should generally coincide
with the middle or end of the fall and spring
seasons, just in time to showcase new fashion
trends. Have your stylists volunteer to do hair
and makeup for the event while also teaching participants about proper skincare and
makeup application. This is not only fun, it is
also a great way to expose your salon services
and specialties to the local community.
Sponsor school programs. Almost every
school is looking for sponsors to help pay for
extracurricular activities such as sports, dances and other school sponsored events. Rather
than asking for simple cash donations, these opportunities usually
come in the form of advertising
in the school newspaper, on book
covers or on banners displayed in
their sports facilities. Increased
visibility is vital, so why not take
advantage of these opportunities
to help your community and your
business. And remember, you expose parents
to these sponsorships too.
Offer discounted haircolor services to students. Teenagers make up the fastest growing
segment of those receiving haircolor services.
These services are also among the most
expensive in your salon, so why not discount
them 20 percent for teens? To compensate for
the discount, send the students to your junior
hairstylists, as the younger clientele may
be less picky about their haircolor. Another
benefit is your junior stylists may relate to
their youthful character better than a more
senior staff member might.
Offer spa services specifically for preteens and teens. The skincare needs of a
pre-teen differ from those of adults. If your
salon offers spa services such as facials and
body treatments, consider offering them specifically for teens, if you don’t already. Teen
facials might include deep pore cleansing,
exfoliation, gentle extractions and a soothing
mask. Talk to your spa product service representative about treatments formulated for
younger clients. If you are unable to offer a
facial specifically formulated for teens, simply
rename your basic moisturizing facial, while
providing a special teen skincare consultation.
Education needs to be an important feature
when providing any service for teens, as they
may be very new to them.
Offer a free makeup application lesson
with haircut and haircolor services. This will
really help complete the salon look, and is
a great opportunity to teach your younger
clients about makeup application, while creating an opportunity for you to sell your retail
products. The important thing is to teach
them how to do it themselves rather than just
applying the makeup for them. It is possible
they have yet to be properly trained on application techniques and choosing colors that
complement each other. They will appreciate
the advice, and even if they don’t purchase
makeup right there on the spot, each time
they do their own makeup and utilize the tips
they learned, your salon will stick out in their
mind.
Run a successful referral program. Hopefully, you already have some form of referral
incentive program in place for your existing
clients to refer their friends and family to
your salon. Providing an incentive encourages the proliferation of the age-old word of
mouth referral, which is one of the best ways
to build your business. Most likely, your loyal
teenage clients would be more than happy to
refer their friends and family to your salon,
especially if they have something to gain
by doing so. Consider offering their newly
referred friend a gift upon their first service
such as travel size shampoo and conditioner
Use gift cards as incentives. For teenagers,
long gone are the days of holiday gifts that
consist of macaroni, glitter and a little hot glue.
Gift cards are here to stay and market research
confirms this. Provide teens an incentive to
give gift cards to their friends and family by
giving them something extra. Make incentives work for you, rather than against you,
by giving them an extra gift card, valued at 20
percent of the originally purchased gift card.
Before dismissing this final suggestion,
keep the following in mind. The value of the
originally purchased gift card may cover only
a portion of the redeemed services by their
parents or friends. In addition, the teen will
likely keep their freebie gift card for themselves, which also may cover only a portion
of their redeemed services. This should help
minimize any losses to your bottom line.
Lastly, research shows that by the end of
January, only 61 percent of holiday gift cards
are redeemed, making heavy holiday sales a
big help for your salon through the traditionally slow January and early February months.
Create eye catching promotional
materials. Young clientele have an on-thego mentality. When creating fliers, posters,
advertisements and banners, remember to
have a straight-to-the-point headline with
minimal body copy. These kids and pre-teens
don’t want to -- and won’t -- take the time
to read more than a couple of lines. Use
bright colors, contemporary designs and short
headline phrases to grab their attention.
Implementing just a few of these
marketing tips will soon begin to build your
teen clientele, while solidifying your future
success as they grow older… and as they also
become more financially independent.
Hannah Mayo is a Marketing Coordinator at Marketing Solutions. For more
information, contact Marketing Solutions at 703-359-6000, MktgSols@
MktgSols.com or visit www.MktgSols.com
The Information
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Choose from more than 125 classes and seminars on a variety of
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By Lake Furney
INTERNATIONAL BEAUTY SHOW
Formerly Las Vegas Hair & Nail Conference
June 28-30, 2008
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HAIR & STYLING CLASSES
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— Jamie Klatt, Milady
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— Sam Parker, Donna Bella Milan
This Is One Hair & Nail Conference
You Won’t Want To Miss!
• More than 200 of the finest hair and nail suppliers
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Exhibit Floor Highlights
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— Jayne Berger, Light Elegance
Everything You Always Wanted to
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— Larry Kopsa, Kopsa Otte
Employee vs Booth Renter: How do
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How to Create Balance in Life
— Angel Haag, Primeco Consulting
The Passionate Salon Professional
— Joe Santy, Dennis Bernard
Common Sense Sanitation
for Nail Techs
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Relaxology Massage for Pedicures
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Exciting
Ma
in
The Information Age, defined largely
by the internet: that mind boggling intraglobal connection and vast repository of the
collective knowledge of the entire planet, is
upon us.
First, the Stone Age allowed mankind
to begin using transportation (the wheel),
and hunt more effectively, ensuring his
survival. We continued to advance through
the Bronze Age, the Iron Age, etc.
Now, enter the Information Age.
As with every age before it, the personal
success of those living in this Information
Age depends largely on their ability to adapt
to, or more importantly, use the current
tools of the day.
What does all this have to do with
you, the salon/spa owner? More than at
any other time in history this Information
Age, powered by the internet, provides a
veritable treasure trove of unlimited sources
of knowledge and education. Today, anyone
with access to a computer can use these
resources to turn a struggling salon into a
cash machine.
Education is a powerful tool for success
in the world. While there are some salon
owners who have gone to college and
earned a business degree, the reality is that
the vast majority of salon/spa owners are
just people who turned a love for health/
beauty into a hopeful effort at doing it for
a living.
Even among college graduates, the real
world often requires skills that weren’t
taught in the classroom, and street smarts
soon go to the head of the line for what
makes a salon work. Knowledge of business
growth and development strategies, as
well as marketing and business operation
become the prerequisites for just keeping a
salon afloat, let alone making it profitable.
That is precisely why the internet can
be such a powerful tool. A few simple
Google searches can bring you countless
volumes of information about marketing,
business growth, and running a business.
Granted, walking out into the middle
of the information super highway can be a
little intimidating. Knowing which pieces of
information to use and how to apply them
to the business of salons and spas can be a
daunting task to say the least.
Thankfully, there is a growing trend
of business-in-a-box approaches that put
continued on page 26
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LAS VEGAS
Client Diversity — Importance of a Wide Appeal
Off The Top
Joe Howe
In the beauty industry, one of the most
important factors to being successful is to
have a diversity in your talents.
As a new stylist especially, it’s important
to appeal to a broad spectrum of individuals
in order to build your client base.
When you’re newer to the industry,
you’re a bit hungrier than someone who may
be seasoned in their career. Having a broader
diversity in your talents makes you more
marketable to an immediate client base and
once your clientele is more stable, you can
start to define a specialty.
When I was new to the industry I realized
not many people were comfortable doing
longer hair and even more so, they hated
doing formal occasion work. I set my sights
on polishing my skills to capture that market
and over the years have built a good reputation within my community for doing proms,
weddings and other formal finish work. I
wish I had the ability to track the amount of
money I’ve made from other stylists handing
me their formal work.
A demographic often overlooked is the
aging market. Perhaps it’s our youthful
nd
ema
D
r
a
l
opu
ed
To P Extend
e
u
r
D
e
f
Of
I like to refer to as a try-on color. It helps to
arrogance, thinking we’ll never get “that old,”
ease a person’s mind knowing they are not
but the truth is we will all be there someday.
People are living longer. Science is attempting committed to the service. However, I also
explain to my client that if they enjoy the
to develop new technology that might allow
results of demi-permanent color, I can easily
humans to exceed 150 years of age, for those
who want to. However,
as our clients become
older their needs often
change and so does our
need to adapt to those
...one of the best
changes.
Several companies
clients you can
today offer anti-aging
products that address
capture is a client
the physical changes in
our bodies as we move
who gets his or
forward in life. Hair and
skin often change in
her hair colored.
texture and appearance
as we get older and a
product that worked
well for a client who
was 45 may not work as
flip it into a permanent color formula in the
well at the age of 65.
future.
I’m not one to believe that any man or
For men, I find most do not like to see the
woman with grey hair needs to color it. In
usual line of demarcation that is evident after
fact, I think some people with grey hair look
a few weeks from a color service. I find it
stunning and it compliments their skin tone.
most natural looking and comforting to them
However, with that said, one of the best
clients you can capture is a client who gets his to match their natural color level and comb
the color through the grey areas of their hair.
or her hair colored.
This leaves behind a lot of the grey (or a little
I’ve been doing hair for over 25 years and
depending on how much you comb through)
some of my clients have been with me for a
but tones it down so that it’s not as heavy
majority of that time. It’s interesting to see
the progression of services that I once offered or apparent. The best part is that the line of
demarcation is much more subtle as the hair
to those clients as compared to what I’m
grows in.
offering today. For example, I have a client
Other such amenities to take into
whose hair I did for her wedding 18 years
consideration within your salon to facilitate
ago and I have been highlighting her hair
an aging client base are the structural features
for several years. What started as an accenof your salon and the products you carry. Do
tuation to her look transformed itself into a
you have a wheelchair ramp at your curbside
camouflaging of her new grey hairs and then
and handrails in your restroom? For most citmorphed itself into the necessity to cover
ies, this is a required feature in construction,
them up. We just recently started to do a full
although some buildings are grandfathered in
color service on her.
and are therefore not required to comply with
For most of us, this is probably the
the Americans with Disabilities Act.
natural progression of such a service. It’s rare
The products on your shelves should also
for someone with completely grey hair to
reflect a welcome solution for aging clients.
walk into a salon and suddenly decide today
Color enhancing shampoos, make up geared
is the day they’re going to start to color their
toward different skin textures and promohair. Going from grey to colored hair is often
tional material that make older clients feel
too much of a transition.
youthful and welcome are great additions to
However, if I have a client who mentions
that perhaps she is not happy about seeing the your reception area.
Keep in mind that even your youngest
grey come in, that is my opportunity to open
client today in time will become a golden
the conversation and offer services that will
treasure. Our industry strives to serve the
lead to coloring her hair. Few people like to
needs of all clients, including those who have
draw attention to the fact they have started
been here long before us.
to color their hair. Perhaps a good opening
service to introduce them to color and hiding
Joe Howe has been a licensed cosmetologist for 23 years and self employed
those grey hairs would be a demi-permanent
since 1987. He’s worked as a booth renter for the majority of his career and
color or a low lighting that helps to blend out
currently co-owns a booth rental salon in Maumee, Ohio. You can reach Joe via
the grey. Demi-permanent colors are what
email at [email protected]
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Produced by:
4/16/08 9:39:29 AM
Community Reaches Out to
Beleaguered Stylist
Appealing to a Diverse Market
Esthetic Endeavors
Judith Culp
By Gordon Miller, Executive Director, National Cosmetology Association
Editor’s Note: The National Cosmetology Association’s SalonLife Blog is an online resource for
professionals looking to connect and interact online to discuss a variety of issues. The follow is an edited
version of a recent blog including reader comments.
Have you ever had that desperate feeling of being completely out of your depth with no
life vest? Many of us have.
Recently, Dawn R. responded to our “Devil in the Details” blog with a cry for help.
Here is her online post and the comments that followed.
“I am a stylist in a new salon and spa in a renovated house located off the beaten path. The owner
has never owned a salon and is desperately trying everything to pick up business while trying to keep
expenses low. She is doing some advertising in local coupon magazines plus two rounds of direct marketing of packages at greatly discounted prices to get people in the door.
“She says she can’t afford to pay more than $7 per hour for a full time receptionist. There is no plan
for retail displays so things end up on shelves wherever there is room. I have made many suggestions (i.e.
reading publications, etc.) but she is defensive and doesn’t see a way to change things.
“I worked at an upscale department store salon and sold $300 to $500 of retail per week -- where
we had 10 lines. I can barely sell $100 here because there are only two lines. If retail is where the add-on
money is, how do I reach my boss?”
Mary said, “Research the two lines you do have and start selling them to your clients.
Almost every line made for professionals has one or two items that work for a client. When
your owner sees success, your talk about retail will have more credibility. Another suggestion is for stylists to contact car dealerships, real estate agents, church groups and health
clubs with an introductory brochure or coupon posted or given out by the salesperson.
Offer those who help a free service and continue to do so as long as they send you clients
(five for every free service, for example.)”
Brenda H. said, “Write an introductory letter telling about yourself and your salon and
send it as a new neighbor letter to all of the new home owners in you area. You can get the
list from the real estate section of your Sunday paper. Use letterhead paper with matching
envelopes and include a coupon with a stated value (I did $10.00 savings), a salon menu and
business card. Do not skimp on this. We also hand address the envelopes for the personal
touch. Another idea is to get very involved in your local Chamber of Commerce. It’s a huge
networking tool. Good Luck!”
Bruce said, “A great way to make a positive impact on the community and increase
business is have a “cut for the cure” event (women’s breast cancer program) and donate a
portion or all of your take for the day (consider a slow day like Sunday, Monday or even
a holiday) to charity. You’ll be surprised how pleased they are to assist you and the warm
wonderful buzz it will create. You can do the same for a shelter or battered women’s group.
A little TLC goes a long way. Good Luck!”
Bart said, “Dawn, a $7 per hour front desk person can actually be a positive. A lot of
young kids in High School or college will work for that rate. Find a cute one and offer
incentives (perhaps free services if she sells a certain amount or a small commission). Just be
sure to train her well.
“And as for the two lines, dress up their presentation, and talk them up with every guest.
Your best source of extra revenue is the guest in your chair. Don’t wait for the front desk to
finish your job. It’s not the front desk’s responsibility to close the retail sale. It’s yours.”
Mark said, “It doesn’t take a lot of money to increase business -- but it does take time
and creativity. When I was starting my salon, I contacted the local women’s club and helped
to organize a fashion-show fundraiser luncheon. That year we had 40 models and 250
women in the audience -- and I did all the hair. I changed everyone’s hair from day to night
to sports. It changed my business overnight -- and so any new stylist at my salon now does
fashion shows for free. All we require is the salon and stylist’s name in the program.
“Another idea is to have a day that you will cut off pony tails for Locks of Love at no cost. I
am sure the local media would jump on it. Free PR is a huge plus.
“As for retail, you do not need a lot of lines -- what you need is creativity in display and
telling the clients what they need.”
Go to salonlife.blogs.ncacares.org to join in on the conversations.
The National Cosmetology Association is the largest organization of salon professionals in the world. Its mission, since its inception in 1921, has been
and continues to be to ensure that working salon professionals have the tools and resources available to create career success with integrity. For more
information, visit www.ncacares.org or call 312-527-6765.
One of the challenges facing an esthetician is dealing with the diverse market to
which we need to appeal. We cannot afford
to have our market as narrow as to dissuade
business, especially in slower economic times
or in the off-season.
In large population centers where there
are many people in each demographic area, it
is easy to pick a small niche market and cater
strictly to it. This isn’t as easy if you are in
a smaller town, where isolating yourself to
one group may cause your profit margin to
become unsustainable. So what do you do?
First, examine your market options.
Define the groups seeking esthetic services.
Aging clients spring to mind, and clients with
problem skin a close second. There is also the
male market -- and what about teens? Young
girls are seen all the time in magazines having
teen parties and girl gatherings. This is a
previously untapped group.
Those with strong makeup skills focus on
brides, proms and special events to keep them
busy. This is super in the spring and summer
season but can be slower when the wedding
frenzy slows down. While we can’t be everything to everybody, we may be able to create
an annual marketing plan that focuses on more
than one group to keep us busy year-around.
When creating an annual plan we must
remember that we must market to our
desired group weeks or months ahead of
time. Makeup season can start early April and
continue through the summer with proms,
brides and graduation photos for the following year’s group of seniors. Often the bridal
shows are six months in advance of this.
Pick one evening and make it a men’s
night. Men are more comfortable with other
men around and appreciate a more masculine
atmosphere. For this evening put away
anything frou-frou and make it more clinical.
What about a television in the corner of the
reception or waiting area with a sports game
on? This doesn’t mean it has to blast across
the salon and it could even be on mute, but
the visual is a nice masculine touch men will
appreciate. Are there a few sports, outdoor
or finance magazines available for browsing?
Is there a display of products focused toward
men’s needs?
Look for the little touches that will make a
man feel at home. For men’s services consider
efficiency treatments that don’t drag on. They
like peels and microdermabrasion. Be sure to
address clogged follicles and ingrown hairs. We
must also be sure to address their hair removal
needs. More and more men want freedom
from body hair. As many men are sensitive to
hair removal, be sure to offer icing or another
soothing agent before and after treatments.
When possible, it is a good idea to
separate the male group from the proverbial
“gaggle of giggling girls.” However, don’t
ignore the girls. Those young teens are looking for entertainment and pampering. Give
them their own evening or weekend time.
Put together teen or pre-teen parties and start
locking in to your future regular clients. Keep
treatments short and fun. Throw in tidbits of
education and include a starter kit for them
to try at home. Linking with a hairstylist or
nail technician can make this an all around
experience and start a technician-client bond
that could last for years.
You can market to your maturing clients
year round. Offer them membership in a “preferred member club.” Let them buy a package
of six or 12 services to be used in six or 12
months that includes a gift, bonus service or
other add-on to reward them for taking care
of their skin. Reward them for their loyalty.
These clients often have the time for you to
pamper them and it may be more difficult for
them to do things or see things for themselves.
Offer free spot checks. Make a complimentary routine check for any signs of the
ABCDs (the signs of skin cancer: Asymmetry,
Border irregularity, Color and Diameter). If
you see anything different, you can suggest
they check with their doctor. If your client
no longer has a spouse to assist them with
this, the client usually appreciates this service
greatly.
One very simple marketing technique
that works well to all groups is remembering
their birthdays. Send them a card that offers a
discount off a service or purchase. It may be
a dollars-off or percent-off coupon. It may be
good for one purchase or good for the month.
Every one of us has our own approach and
technique that works.
“Are you a rewards member?” We are
asked this question almost every time we
go into a store. What is the answer for your
establishment? Do you offer them? Have you
thought about how you think they should be
designed? Member packages actually work
equally well for men and women. Focusing
on your client base and offering a diversity
of packages catering to their individual needs
will ensure they return.
The next time you have a slow day look at
it as an opportunity not a calamity. Use it as
a creative day to begin your own program of
diverse marketing.
Judith Culp, a CIDESCO Diplomat has been in the esthetics industry since
1980. A CPCP permanent makeup technician for over 18 years she served a
4-year term as a Director for the Society of Permanent Cosmetic Professionals, two years as their president. She is president of Culp Enterprises Inc. and
CEO of NW Institute of Esthetics. Judy Culp is available for consulting. For
more information visit www.estheticsnw.com.
The State of the
Beauty Industry
Professional Consultants and Resources, a
salon industry strategic consulting company
and data source has just completed their
2007 Professional Salon Industry Hair Care
Study. The study reveals overall salon industry growth last year was 4.2 percent and
hair care soft goods growth was 3.8 percent.
This is slightly better than 2006, when the
industry experienced its lowest growth
in decades. Low growth is hurting a once
vibrant and high-growth salon industry.
Some the study’s key findings of the
factors that affected the industry in 2007:
Major struggle for industry domination and
leadership continued after the failed SallyRegis merger, between the apex manufacturer (L’Oreal), the apex distributor (Sally
Beauty / BSG) and the apex salon-chain
retailer (Regis). Resulting effects of major
distribution realignments, vertical integration and direct sales impacted the industry.
• Salon hair-care service revenues
registered modestly higher growth, due
to burgeoning growth at booth-rental
salons. However, this started to affect
chain salons negatively. The “Beckham
Bob” may just bring back short, sleek,
styled hair and resurgence in salon
service revenues.
• The booth rental phenomenon continued burgeoning growth and propelled
sales for open-line products at Sally
Beauty stores and exclusive lines at BSG,
BAI and distributor stores.
• Mega salon stores like Ulta, Beauty
Brands, etc., were still a high growth
sector and consumed 13.5 percent of all
salon industry products.
• Direct sales to salons plateaued in
strength and volume at 12.4 percent.
Aveda, Bumble and Bumble, Wella
International, Kerastase etc., all successfully sold directly to salons.
• Hair color experienced high growth at
5.6 percent.
• Specialty products grew strongly and hair
styling boomed again.
• Shampoos and conditioners were caught
in a low growth cycle due to mass-retail
brands and diversion.
• Rampant diversion affected the industry
and leading exclusive salon lines were
available at all major drug chains, Target,
Bed Bath and Beyond and Linens ‘N’ Things.
• The top three manufacturers for market
share were L’Oreal, P&G Professional
Care and John Paul Mitchell Systems.
Zotos, Lauder and Colomer followed as
the next biggest.
For information, contact Cyrus Bulsara, at [email protected] or
visit www.ProConsultants.us.
You remember, don’t you? The dreams you had when you first opened your salon?
You know, the ones where you’ve built up a huge client base, and your successful salon is making so much money you
could finally leave it to others to run it for you? Meanwhile, your sinking your toes in the sand on a beach somewhere
with that special someone, and you’d never have to pick up a pair of scissors again...unless you wanted to.
Remember?
Well, chances are, if you’re like thousands of other salon owners around the world, those dreams have been replaced
by a daily grind, and a daily dose of frustration from dealing with:
• Employee turnover and lackluster performance
• Struggling to make enough to pay yourself what your worth.
• Trying to figure out how to get more clients.
Well, as salon owners ourselves, we hear you. That’s why we’re offering a FREE teleseminar to give you:
5 POWERFUL, LIFE-CHANGING SALON SUCCESS SECRETS
You could take the hassle out of owning a salon, and increase your revenue by $100,000, $200,000 even half a
million dollars just by applying the salon success secrets you will learn in this FREE teleseminar!
These are not just empty concepts designed to get you to call so we can sell you the latest hair products!
You will learn real-world, proven salon success secrets to double, triple, even quadruple your current business.
Here’s what you’ll learn:
 How to not only keep employees, but have them committed to your success!
 The Number ONE must have ingredient in any successful salon!
 3 Ways to increase the amount every customer in your client base will spend in your salon!
 How to TRIPLE your client base without spending a dime on advertising!
 How to stop wasting your advertising dollars!
If you’ve ever spent BIG money on an ad and sat stunned while your phone remained stone silent, you’ve GOT to hear this one!
PLUS, a bonus MEGA-secret too valuable to show here!!!
Listen, if you were to pay a business or marketing consultant for this information (we have), it would cost you THOUSANDS of dollars. But it’s all yours absolutely FREE!
So why would we give you thousands of dollars worth of proven salon success secrets for free?
Because, a brand new concept in online learning and marketing completely “done-for-you” is about to open its doors to
salons around the world. Salon Success University is ushering in a new era of life changing levels of salon success, and
we want to prove it to you - FREE!
So, you have nothing to lose and everything to gain.
Just go to the website below and register. But you’ve got to hurry. No joke. Because we could only reserve so many phone
lines for this teleseminar, there are limited spaces available.
And because we really want you to succeed in your salon business, we’ll give you a FREE report just for signing up:
“4 Simple Ways To Stand Out From Your Competition...and Eliminate Them” will show you how to use your uniqueness to dive so much business to your salon that your competition will practically disappear. This report is a $47 value
and it’s yours FREE!
Sign up today, while there are still spaces available, and renew your dreams!!
www.salonpowersecrets.com
P.S. As an extra bonus for joining us for the free teleseminar, details on how to enter for a chance to win a $25,000
Salon Makeover will only be given to people on the call. This is a once in a lifetime giveaway. Sign up now!
How to Incorporate Multiculturalism Successfully into Your Salon
By Kerrin Delaney
Almost any salon can benefit by enhancing its outreach to various cultures. It may
seem scary, but doing so doesn’t have to be
difficult.
Culture includes the ideals, rituals and
behaviors of groups of people within society.
Just as no two cultures are identical, people
within different cultures have different
preferences.
So, when it comes to differentiating your
salon or spa business from competitors, keep
in mind the more cultures you embrace
the more successful you will become. Your
clients will respect your diversity and will be
excited to find your unique treatments.
Drive your salon or spa’s vision on
diversity. Cultural diversity encompasses the
cultural differences that exist between people,
such as language, dress and even preference
in hairstyles and spa treatments. First, assess
the potential markets you are interested in
and about which you are passionate. When
you are interested and enthusiastic about
cultures it will reflect in your atmosphere.
Create a culture within your staff.
One of the most important factors in catering
your spa or salon toward different cultures is
getting your staff onboard. With our society
becoming more multilingual and worldly,
it would be a great idea to train your staff to
understand the needs of clients from different
cultures. Perhaps hire staff that specializes in
culturally based treatments or are bilingual
or trilingual. Then make sure any authentic
treatments you offer are done correctly.
According to Emon Zaki, of the Sherif
Zaki Salon & The Oasis Spa, “The Middle
Eastern population frequently visits our salon
because of the advanced level Middle Eastern
hairstylists we have on staff. As far as our
other clientele, they are fascinated by indulging themselves in the culturally themed
treatments.”
Spice up your services with a cultural
touch. Massage therapy is one of the most
sought after treatments on your spa menu,
yet culture specific techniques can be difficult
to master. Make sure you know your facts
and learn what each individual is looking for
when it comes to relief. Make sure you have
the knowledge and skills to treat each client’s
specific needs correctly.
Create ambiance that welcome all
cultures. Your spa’s theme or ambiance
is just as important as the treatments you
provide. You wouldn’t want to lose a client
because they don’t feel comfortable in your
spa or salon setting. Make sure your clients
enter feeling relaxed and exit feeling rejuvenated. Adding a dose of multiculturalism will
make your clients feel cultured and worldly.
To achieve your spa’s goal of being a
relaxation zone, while maintaining cultural
components, some key characteristics to focus on are décor, music, cuisine and products.
Music and Décor: Decorate your salon
or spa with intriguing items and soothing
sounds in a tasteful and authentic way. Appeal
to all the senses. Visually, you can add culture
by using authentic photographs, artifacts
and art. With the proper use of music, you
can add an extra touch of culture to your
environmental themes. The goal here is to
help your clients have the feeling of being in
an exotic place all while being reminded they
are there to relax.
Cultural Cuisine: Food is a great way
to incorporate culture into your salon or spa.
Even though food is typically not the focus of
your client’s visit, integrating traditional and
authentic treats will leave them feeling even
more immersed in their “cultural escape.”
When focusing on culturally themed spa
cuisine, keep your menu light and fresh.
Culturally Innovative Products: Retail
can deliver a solid profit for your skincare
clinic, medical spa, day spa or salon and it too
offers you the opportunity to be multicultural. Innovative and diverse product lines will
gain the competitive edge. Understand what
your clients are looking for and diversify your
products to increase your spa’s notoriety in
the professional field.
The overall ambiance of a multicultural
spa needs to be authentic, yet also aesthetically pleasing. No one wants to walk into a
spa that looks and feels chaotic, so keep your
space clean and simple with cultural décor,
subtle accents, calming music, international
flavors and diverse product lines.
Market What Matters: Marketing your
business to different cultures and ethnicities
will help you build a brand that is internationally focused and diverse. Once you
incorporate these cultural aspects into your
business, you want to let your public know. A
great way to spread the word is with themed
marketing tools such as brochures, counter
cards, posters and direct mail. Outlets such
as local marketing firms or direct mail
companies will help you ensure all of your
marketing and advertising mediums reflect
the diversity of your business in appropriate
ways. Match your marketing calendar with
a well-planned media relations campaign,
to teach your local community about your
unique multicultural services and specialties.
Making your salon culture chic is worth
the effort. Your clients will love you for it,
you can promote international peace and
unity by bringing diverse cultures together
under your roof, all while turning a tidy
profit.
Kerrin Delaney is a Marketing Assistant at Marketing Solutions. For more
information, contact her at 703-359-6000 or [email protected] or
visit www.MktgSols.com.
Parsons and Storey Announced as Lifetime
Achievement and Hall of Leaders Honorees
The Lifetime Achievement Award winner, Hall of Leaders inductee and winners in
twelve categories will all be honored at a gala evening filled with artistic spirit and visual
collections.
The North American Hairstyling Awards (NAHA) competition, in its 19th year, will
honor top hairstylists for their achievements again, culminating in a special event for beauty
industry trendsetters.
Two leaders, who have shaped the history of the beauty industry will be recognized.
Martin Parsons, a renowned industry educator, will receive the Lifetime Achievement
Award and Scruples co-founder, Jack Storey, will be inducted into the Hall of Leaders.
NAHA’s top honor, The Lifetime Achievement Award, recognizes exceptional contributions to the hair and beauty industry. Parsons holds to the same exceptionally high standards
as past winners. With over 35 years of experience in the business, Parsons can still be found
performing as a stylist, educator and mentor. Well known for his intricate up-dos, Parsons
has selflessly contributed to the progression and enhancement of the beauty industry.
The Hall of Leaders Award recognizes Jack Storey for his outstanding contributions
to the hair and beauty industry. Storey, co-founder and president of Scruples Professional
Salon Products, Inc. is a licensed hairdresser, former salon owner and leading manufacturer
for 25 years.
The Professional Beauty Association (PBA) hosts the NAHA’s in conjunction with
Cosmoprof North America. It will be held July 13 to 15, 2008 in Las Vegas, Nevada at the
Mandalay Bay Convention Center. The gala award ceremony will be held July 13, 2008.
Industry Scoop: New Websites and
Distributors, a Cruise and More
Industry Insider
Mike Nave
— USP, INC, THE PARENT
COMPANY of Enjoy hair care products of
Oceanside, California, announced the unveiling of its new website.
When visiting www.enjoyhaircare.com,
salon professional viewers experience a
vibrant splash page with hip graphics and an
enticing feel throughout the site. It offers
“back stage pass” access with a fun glimpse
behind the scenes at various Enjoy events,
shows and photo shoots. In addition to the
company history and mission statement,
the freshly revamped website presents the
latest news, events, press information and
product knowledge for Enjoy hair care,
Enjoy Hairdresser Power Haircolor, Enjoy
Shears, Skinjoy skin care and HBL brands.
A continuously updated style gallery will
showcase the latest trends for cut, color and
style and a detailed salon locator is on the
horizon so consumers can track down their
favorite Enjoy products.
“We were long overdue for the new
look and expanded website,” stated Enjoy
president, Patrick Dockry. “Enjoy has been
growing in leaps and bounds this past year
and the website is vital to this growth as a
communication and information tool. It’s
important to keep it up to date, make full use
of its potential and of value to salon professionals. We’re very happy with the new look
and are excited to have it grow with us over
the years.”
— SWEIS, INC., AN EXCLUSIVE
SALON products distributor, is rapidly
expanding. The Torrance, California-based
firm recently expanded its salon service into
the San Diego metro market by adding two
new salon sales representatives.
On May 1, Sweis, Inc. will be launching
its professional-only website to cater to the
busy stylist, making it very convenient to
shop for supplies 24 hours a day seven days a
week at www.sweisinc.com.
— SUPERNATURAL SALON
CRUISES, sponsored by the Share The
Wealth Company of Chicago, recently sailed
on the Costa Mediterranea Cruise Ship
throughout the Eastern Caribbean for a full
week of education, awards, honors and fun.
In a full week that included advanced
educational venues, participants took part
in an array of exciting educational seminars
presented by cruise hosts John Amico Sr.
and John Amico Jr. Other featured speakers
included Larry Oskin of Marketing Solutions,
Rudy D’Amico of Jalyd Haircolor in Italy,
Donna Cummings of Dracut and Mass and
Frank DiLeo of Waterbury, Conn. There was
also a Supernatural Hair Design Competition
and Award Ceremony.
The next Supernatural Salon Cruise is
scheduled for January 2009.
For more information, call 800-676-5264
or visit www.ShareTheWealthSalons.com and
www.saloncruises.com.
— BEAUTY SOLUTIONS, LLC, the
California distributor for Unite, Innersense
Organics, Go24/7 and DermaQuest Skin
Therapy, continues to expand its marketing and educational offerings. The Beauty
Solutions Business Success Network is an ongoing
business-support program, offering business
training and services, many of which can be
paid for using Beauty Solutions “rewards”
points.
The Santa Cruz, California-based firm’s
skin care division is presenting a business
seminar for Skin Professionals, featuring
Susie Fields-Carder of Your Beauty Network
and Sam Dhatt of DermaQuest, July 14 in
Los Angeles. For tickets and/or a copy of the
Skin Division’s current Resource Guide, call
888-973-SKIN (7546).
If you or your salon is a qualified Unite
client, then you have access to many invitation-only events throughout California. For
dates and locations, call 888-973-7546.
— SOUTHERN CALIFORNIABASED BASSETT Salon Solutions
continues its rapid expansion in the state
of California. The exclusive distributor of
Eufora has added nine business consultants
and two customer service agents to serve its
growing client base.
Owner Ward Bassett said, “In the first 90
days, Bassett Salon Solutions has successfully transitioned the majority of the Eufora
customers previously handled by another
distributor” to being handled by Bassett.
He continued, “In addition, our education dept. has hit the ground running with
six Eufora Elite stylist training programs
that ran simultaneously in six cities on April
21, where 200 salon professionals attended.
Additionally, on May 5, the popular salon
coordinator program lead by Eufora global
educator, Joanne Magana of Headlines for
Hair, will have 50 attendees in Corona,
California being trained and mentored in the
art of salon management.”
For information, contact Bassett at 949-5026620 or [email protected].
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Europe, works as a natural antiseptic to prevent fungal infection while serving to
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through its unique characteristics, this proprietary ingredient provides an additional
measure of protection to your clients. First Step Pedicure Soak with LOVAGE in your
footspa can soften cuticles, corns and calluses. Helps
reduce pedicure scrubbing time by gently removing
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or email [email protected]
Mike Nave is the publisher of the Beauty Industry Report, the executive
newsletter serving the salon industry. For free trial issue, send your contact information, including your email address, to [email protected].
The Power to Elevate Yourself
to Achieve Unusual Success
By Wayne Grund
Editor’s Note: This is the fourth of a five-part series on business coaching. You can find the previous
parts in our earlier issues; watch for the final part of this motivational beauty industry expert’s ideas in an
upcoming issue of Stylist Newspapers.
Our previous articles stated that to live a high performance life we need awareness and
responsibility. We must then do what is “right,” take the proper actions for success then live
these actions. Success is not a sometimes thing. One does not do the right thing occasionally
and expect to succeed. Success is an all the time thing.
Therefore, the last two parts of this series will be about process -- The actions we take or
choose not to take on a daily basis to assure we are not blocking our success. In this issue,
we will discuss the first three of what I call the five keys to success. These keys have proven
successful for companies large and small, in everything from urban areas to small rural
communities.
Get your chair full -- this is the first key to success. Nothing happens until we have
someone to serve.
When I ask students or new service providers how they plan to become busy the most
common answer is, “Word of mouth, people will talk about me.” This confuses me. If they
don’t have any clients yet, who is going to talk about them? This is a mistake, people wait for
clients to walk in the door. It can take years to build a clientele like this, and for some their
businesses don’t survive the wait.
The key to getting your chair full is meeting as many people as you can and being
sure they know what you do for a living, then giving them a reason to come and see you.
Offer to present trends to women’s and men’s group meetings or look for opportunities to
participate in community fundraisers and fashion shows. Ideas here are endless but the rule
is simple: absolutely everyone you meet is your potential client. Set a weekly goal of how
many new people you will meet and plan how you will present your services to them.
Communicate effectively -- this is the second key to success. We must first seek to understand, then to be understood (from The Seven Habits of Highly Effective People by Stephen
Covey). Most people listen at the passive listening level. We allow our inner thoughts to
wander or focus on what we will say next or worse, we might be judging the person who is
talking rather than understanding what they are saying and how they feel.
The level of listening we must train ourselves to achieve is empathic listening. This doesn’t
mean we always have to agree with everyone, just we must understand them. Once we truly
understand a person, we can then communicate with them and serve them, to meet or even
exceed their expectations.
Do great work consistently -- this is the third key to success. People want a great experience
when visiting the salon and they want quality workmanship.
Unfortunately, many stylists feel challenged when they hear their client say, “That last
hair cut was perfect, that is exactly how I want it again,” or “you cut my friend’s hair, I
would love mine cut like hers.” It is sad but true; most client cards have the date the client
came in, how much they were charged and nothing more. How would you feel if you went
to your doctor and they said, “I forgot to write down what was wrong with you, what was
the color and smell of the medicine I gave you last time?”
I, like many other hairdressers, convinced myself for many years that my clients didn’t
want the same look twice. The fact was I settled for not being a master of my craft.
Then, I committed myself to a cutting system based on three principles:
1. Vision -- Know where you are going before you begin. Name your cuts and know
what you sell.
2. Innovation -- Creativity in hair comes from two opposing forces, freedom of expression and technical discipline. Identify the techniques used to personalize each style and thus
maximize creativity.
3. Excellence -- Make no compromises. Master your craft by identifying the needed
skills and techniques. Then learn them, and communicate them with your staff.
In the final installment of this series, we will cover the final two of these five keys, and
recap what we’ve learned over the past few months in this five part series.
Your unusual success is the goal, are you ready for it? Join me next time to put the final
touches on your success.
Wayne Grund is co-founder and president of Grund Hair Care, a family owned professionals-only hair-care and education company.
Harnessing Your Passion
manufacturer took me onboard at their labs in
L.A. to work side by side with their chemists to
The Mane Objective
research and create color products.
Marco Pelusi
It’s still inspiring to me how the very basic
artist’s color wheel affects how a woman looks
when she selects her haircolor, as well as how
You owe it to yourself, and to everyone, to
it affects the outcome of the color service.
find and harness your passion. Let me tell you
But there was still so much more for me to
about my passion, and let’s see if we can spark
do; too much passion left to harness. I wanted
yours.
to create something of my own that would
As a child, I remember everyone around
revolutionize the care for color treated hair, so
the dinner table talking about the family hairI knew I had to create my own product system.
care business. Not only did my uncle Philip
I didn’t have a choice in the matter; I knew it
have unparalleled talent for hairstyling, but
was what I had to do.
my dad Henry also had enormous passion and
You’ll know what I mean when you find
genius for the business.
this passion within your own
My mom and older
hairdressing career.
sisters were all glamour
Find what motivates you
I became passionate
girls and loved dressing
the most and stick with it.
up, which included
Do it repeatedly until you
having perfect makeup
about hair and fashion master it. I believe repetition
and hair, as well as fol-- getting up and working
lowing the latest fashion
at a young age, even
your craft repeatedly every
trends and styles. This
day -- is far from boring, it’s
is what I grew up with.
before becoming a
actually exciting to see how
I became passionate
long you can hang in there.
about hair and fashion
It’s all about perseverance.
licensed hairdresser.
at a young age, even
Never stop learning. Never
before becoming a
stop sharing. Give away
licensed hairdresser.
your secrets, empower other
Soon after I started working at my family’s
stylists. They’ll respect you.
salons, a top-of-the-line Italian haircolor
Maybe your passion lies in managing
company came in to train the trainers at our
hairdressers, and then you have no choice but
salons (including me), and I knew right away I
to run a large salon. Maybe it’s razor cuts, and
wanted to become a color guru.
you simply must create a revolutionary way to
It was so exciting to understand fabulous
texturize hair that’s never been done before.
color, both creatively and technically. It gets
Maybe it’s blonding. Maybe it’s updos. Whatboth sides of my brain going at once, which is
ever it is, doing it will require major energy,
fortunate for my clients, but not as fortunate
and it will probably make you tired, because
for me, since it drives me crazy. But it’s my
I know I sure do get tired. I’m exhausted but
passion, and it certainly keeps me going.
I’m also exhilarated. Life is good because I
There’s no doubt about that.
found what makes me passionate.
It took me years to wrap my head around
In the end, you have to find passion
how to perform and how to teach good
in what you do. Maybe it’s not in the hair
haircolor. Being exposed to a tremendous
industry. Is that scary to think about? Well,
amount of outside education, I became an
you had better find out. If your passion is not
educator myself.
in the hair industry, you need to leave it, and
When you’re an educator, you learn more
do something else. If it is indeed in hair, then
than your students do and that is an amazing
do it with all the zeal in your heart. Give it all
thing. Since you hear yourself teach something you got.
repeatedly, it helps you retain the information
I’m having fun while working quite
better than if you were attending the class.
diligently. It’s not easy. It’s not a piece of cake.
I became so mesmerized by how to do
It has taken me a long time to do this. It still
good color that I had no choice but to continue will. I still have a long, long way to go to fulfill
to pursue it in a big way. I worked in the lab at
my passion. But I’ve found it.
one of the world’s leading haircolor companies
Find yours. You owe it to yourself. You
based in Milan with U.S. headquarters in my
probably already know what it is. Grab a strong
hometown of Pittsburgh, and then became a
hold of it, and do it.
regional color educator in Southern California.
I also traveled to work closely with master
Marco Pelusi is globally recognized as a haircolor trainer and platform artist.
colorists and chemists. I took a chance by
Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles 2007
by KTTV Fox11’s “myfoxla Hot List” competition. Pelusi created the Marco Collaleaving the family business in Pittsburgh for
gen Color Guard HairCare System, the collagen system developed for color and
an unknown future. I bonded with the stylists
chemically treated hair. For more information, visit www.marcopelusi.com.
in the L.A. area. Then another huge hair care
Market Diversity
President’s Report
Jerry Tyler, California Board of Barbering and Cosmetology
California Board of Barbering
and Cosmetology to Become
Inoperative on July 1, 2008
In 2007, SB 797, which would have
For purposes of planning, the Departcontinued the Board of Barbering and
ment is operating under the assumption that
Cosmetology (Board), was held in committee there will be a period of time (minimum
under submission. Due to inaction from the
of six months) when the functions of the
state legislature, the bill died.
Board will transition to a Bureau within the
It is now anticipated that the Board will
Department.
become inoperative on July 1, 2008. In acThe Department intends to work with
cordance with Business and Professions Code Board staff to ensure continuity of service to
section 101.1 (b)(1), the
consumers and licensees.
Department of ConTowards that end, the
sumer Affairs (DepartDepartment anticipates
The Department of Conment) will succeed to
nearly all functions to be
sumer Affairs intends to
and will be vested with
carried out as they are
all of the duties, powers,
today. Staff will continue
work with Board staff to
purposes, responsibilito exercise judgment and
ensure continuity of service
ties and jurisdiction of
perform administrative
the Board and Executo consumers and licensees. functions relative to
tive Officer that is not
licensing, enforcement,
Towards that end, the Deotherwise repealed or
and consumer protection.
partment anticipates nearly
made inoperative.
The only difference is
While the transition
that, instead of reporting
all functions to be carried
of a Board to a Bureau
to a Board, they will
out as they are today.
is unfamiliar territory
report to the Director
for some of us, it is not
through a subordinate
foreign to the DepartBureau Chief.
ment. It has occurred
With respect to public
on several occasions in the past. The most
and professional input, the Department fully
recent occurrence involved the California
intends to establish one or more advisory
State Athletic Commission, which was sunset
committees that will meet publicly and
for a six-month period. During that period of provide the Director with policy direction
time, the Commission’s responsibilities were
similar to what currently occurs under the
carried out as a program under the DepartBoard structure. Members of the Board will
ment. The program continued to operate and have opportunities to participate. The only
consumer protection was not compromised
anticipated difference is that instead of the
in any way. Just as the Director sought the
Board making final decisions, the Director
advice of licensed professionals and the
will do so.
public on matters concerning boxing and the
In summary, the Department is comprotection of boxers and consumers during
mitted to ensuring a smooth transition and
the period the Commission was sunset, the
appreciates the Board’s staff commitment to
Director would do the same in this case.
reaching the same end.
As we head into the uncharted waters
of uncertain economic times, we are
assured of one outstanding fact for our
beauty industry. We are essentially recession proof.
This was true in the 1980s and in the
1990s. But what does this mean? It means
that as long as we take great care of our
clients, offer superior customer service and
perform our services beyond their expectations, we will weather the oncoming storm.
Recession doesn’t mean that our clients
don’t have the money; it just means they
will be careful how they spend it and if they
are not happy, they will spend it elsewhere.
Image and marketing also play a large
part in establishing your identity and making sure that it is in alignment with the way
you want to brand your salon. One way
to expand market share is to diversify and
broaden the appeal of your services.
With the aging of the baby boomer
generation, many are targeting the desires
and needs of this once youthful group.
With the boomers now cashing their first
social security checks, they are seeking
wellness and services that will keep them
looking good beyond the middle years.
Thus, the boom in hair color and treatment services that do everything from
camouflage the gray and fight wrinkles to
products that combat the aging process
in the hair and on the skin. They want to
look hip in the corporate boardroom and
sexy in the bedroom. When it comes to this
market, they may be getting older, but they
couldn’t look better doing it.
The multi-cultural market is another
market long overlooked. Clients with
ethnic hair only patronize those salons they
think understand their hair textures. Many
are now going to multi-cultural salons
where the diversity of texture is the order
of the day. The array of techniques and
products that are available to anyone who
wants to draw this fashion forward and
quality driven clientele is theirs to market
to. From hair enhancements such as braids,
weaves and extensions to new and more
friendly chemical texturizing products,
there is much to offer this culturally
diverse segment.
The focus on the long overlooked
male market is something that has been
addressed seriously only in the last 10 to
15 years. Where the barber culture once
ruled this domain, a new breed of upscale
male oriented styling and grooming salons
are flourishing. Offering everything
from traditional shaves to facials for men
and from classic barbering to precision
haircutting, the men’s grooming arena is
growing and claiming a place of its own on
the industry map. There is also a growth
in hair color for men, whether to make a
fashion statement or to turn back the clock
and blend away the gray.
Many in the industry are also focusing
on the future with child-oriented salons.
Beauty-makeover birthday parties and
salons with chairs that look like racecars
and airplanes create a child-friendly
environment that is good for the children
and parents alike. It is a good thing for the
parents to deal with their kids’ hair needs
in their environment rather than forcing
the children into the adult salon culture.
Franchises of these types of salons are
growing at a brisk pace, indicating a healthy
new niche market is emerging.
In the end, it’s the salons and stylists
with the most satisfied clients that win in
any economic time. Superior service, great
creative and quality driven work plus savvy
marketing opens new frontiers with regard
to your future new clients. It will assure
your continued and prosperous growth in
the days to come.

SALON OPENINGS

SEEKING HAIRSTYLIST: AN AWESOME OPPORTUNITY IN LOS ANGELES - THE GROVE AREA Well established
salon. Excellent location. Lots of walk-ins. Supportive, friendly atmosphere. Backbar, towels, insurance included. Great parking. Get key, 24/7
access. (323)965-8888
COMPLETELY REMODELED, NEWPORT
- COSTA MESA AREA. SPACE AVAILABLE
FOR STYLIST AND MANICURIST Two
w e e k s f r ee .
C a l l A l (9 4 9 ) 6 4 5 - 0 6 6 2 o r
(949)735-6347
LOS ANGELES Busy, 17 years established,
full service salon in shopping center. Walk
ins. Seeking full-time, experienced Hairstylist,
Esthetician, Eyelash and Hair Extensions. 35-65%
Commission. Tel (323)931-2777 Email:
[email protected]

5 STAR SALON & DAY SPA SEEKING
HAIRSTYLISTS VIP room and stylist stations available for rent. Rent by the week or by the
month. Great location, free valet parking. Studio
City. (818)501-7778

HEAD LINE HAIR, COSTA MESA, CA
Seeking experienced HAIRSTYLISTS.
Also three stations available for rent. Completely remodeled salon in great location.
Shopping center anchored by CVS, Starbucks,
Charo, Quiznos, Juice, Bakery...Busy traffic.
Close to 405 Freeway. Ample parking. Call
Vanessa (714)657-8182 / (714)557-2066 or Fax
(714)766-8470 [email protected]

CASUAL, FRIENDLY, WELL ESTABLISHED HAIR SALON located on Myrtle
Ave. in the downtown area of Monrovia, has 2
available stations (bring a friend!) for rent at
$160 per week. Please call Tracy for information
at (626)358-6132 We have some walk in traffic.
$
GRANADA HILLS SALON HAS STATIONS AVAILABLE Stylist stations (include towels & backbar) and Manicurist station
available. Great location, excellent parking!
Call Christine @ (818)439-0313.
FACIAL, MAS SAGE ROOM FOR RENT
FULL OR PART-TIME Affordable, quiet room
with private entrance!!! Three private styling stations also available. Great move in special! Free
week vacation - Popular Orange location! Call Judy
(714)403-9934
LOMITA, CA - FACIAL ROOMS WITH
EQUIPMENT, HAIR / NAIL STATIONS AND MAS SAGE ROOMS FOR
RENT Salon in great location. Stylist and Manicurist rent or commission. Call Lupe (310)257-1924

BELLFLOWER HAIR DESIGNS now has Stylist Stations for rent @ $150 per week. Work anytime Tuesday-Saturdays, 9am-9pm. Very close to
91 and 605 Freeways. Call Mary (562)920-7051


UNIQUE SA LON IN DUBLIN
NOW SEEKING ESTABLISHED
HAIRSTYLISTS Stylist Stations for rent. Call
(925)829-2937
RECENTLY REMODELED, TRENDY SALON - LOS ANGELES Sophisticated, upscale,
downtown area. Seeking Massage Therapist, Manicurist and Estheticians. Supportive, friendly atmosphere. Be your own boss, great opportunity!
PROFESSIONALISM A MUST. (213)680-1866
Email: [email protected]
PLACENTIA, CA - THREE WEEKS
FREE!!!! Salon located in Placentia - Yorba Linda.
Great location in Shopping Center. Hair Station
for rent $165 per week. Call (714)204-9071
HIRING LICENSED COSMETOLOGIST AND MAN I CUR IST Full or
part-time. Hollywood area. Call for more information (323)465-9535
HUNTINGTON BEACH, CA - UPSCALE HAIR, NAIL, SKIN CARE
RENTAL SALON is looking for motivated,
progressive Stylist. We offer: 3 weeks rent free to
get started, back bar, full time reception, paid vacation and much more. For information, please
call (714)897-5307 and ask for Ursula.
S T AT I ON R E N TA L A V A I L A B L E A T
LONG BEACH SALON Near the airport. Well
established salon. Friendly atmosphere, great parking, wonderful location! Get your own key. Call
Nancy (562)822-0387
BUENA PARK. - HAIRSTYLIST STATION FOR RENT Well established salon.
Great location and parking with low rent. Must
be reliable and professional. For more info call
(714)827-7760

DUARTE, CA Are you ready for a good
change? Stylist and Manicurist wanted.
Part time or full time. Flexible rent or commission,
flexible hours, friendly people and a warm atmosphere. Please call Ana (626)301-0066

HAIR STYL IST STA TION AND
SKINCARE ROOM FOR RENT
Friendly atmosphere. Great location with free
parking. Located in LA on Overland and Palms
Blvd. Friendly, clean environment. Rent includes
backbar, towels. Hairstylist $185 per week. Close
to freeway. Call Fariba @ (310)429-0159
TEMECULA AND COMPTON SALONS
HAVE HAIR STYL IST STA TIONS FOR
RENT Prime location, friendly environment. Call
Cassandra at (310)413-2385

LOOKING FOR SOME THING
DIFFERENT? Newly remodeled salon
looking for Stylists and Barbers. Also have room
ready for Facialist. Rental or commission.
Friendly atmosphere, beautiful location in
Yorba Linda. Contact Barbara (714)504-0720

HAIRSTYLIST WANTED FOR WEST
L.A. HAIR SALON Newly remodeled salon in great location. Stations for rent or commission. Call Reda or Teri (310)390-3571

LEASE OFFERS
FOR RENT - CYPRESS / LAKEWOOD
/ EAST LONG BEACH AREA Stylist stations $250 month!! Man icure sta tion and
Esthetician room included!!! Bring your clients.
C a l l F r a n @ h o me ( 3 1 0 )9 5 2 - 1 9 4 2 , c el l
(562)788-0122, salon (714)828-7840
PALM DESERT - FABULOUS, UPSCALE
EL PASEO Hairstylist booth available for rent
daily, weekly or monthly. Your business, your
product, your resale profit. Be your own boss!
Be happy! Call (760)862-9890
HAIR STATION FOR RENT IN WOODLAND HILLS Highly visible corner shop on
Ventura Blvd. Can be seen from the 101 freeway
and is just off the Woodlake exit! Plenty of parking.
A large salon with a friendly staff. Low rent. Ask for
Julie at (818)836-2539 cell or (818) 224-3770
RANCHO CUCAMONGA HAIR SALON
HAS TWO MANICURIST STATIONS AND
ONE STYLIST STATION AVAILABLE FOR
BOOTH RENTAL with clientele. Great location. Clean and friendly atmosphere. Call Susan
(909)944-7393 or (909)821-1094
SALON IN SHERMAN OAKS - HAIR AND
NAIL STA TION FOR RENT - FA CIAL
ROOM ALSO AVAILABLE Great location on
Ventura Blvd. by 101and 405 Fwy. Hairstylist or facial room $150 per week, Manicurist $75 per week.
Please contact Quincy (818)339-5091

RIVERSIDE, CA / SCISSOR KICKS
TOO Four stations for rent. Newly remodeled. Sell your own retail. Low monthly rent. $450
monthly. Call Laura @ (951)788-2913

HUNTINGTON BEACH - BUSY,
FULL-SERVICE SALON HAS TWO
HAIRSTYLIST STATIONS FOR RENT $185
per week. 10% commission on product sales. Great
location, newly remodeled. Vacation after one year.
Incredible client marketing program. Client refreshments. (714)585-1185

PLEASANTON: WELL ESTABLISHED, EN ER GETIC SA LON
HAS STA TIONS FOR RENT Close to
downtown with plenty of parking, high end
backbar, vacation leave and FREE RENT! Call
now before they’re all rented! (925)417-2210
WALNUT CREEK SALON SEEKING HAIRSTYLIST & MANICURIST Stations for rent.
Parking available. Call for more information
(925)935-0512
TORRANCE Salon Seeking friendly, enthusiastic
HAIRSTYLIST with clientele to rent station in
full service salon. Great location near Del Amo
Mall and Redondo Beach. (310)480-6827
LOS GATOS / CAMP BELL Pris tine,
well-established salon / skincare center. Stop
throwing your rent money away when you’re
not working! Pay rent only on days you’re here,
never when you’re not here. Sensible renting.
Call (408)483-7412
FULL SER VICE BEAUTY SA LON IN
SHERMAN OAKS HAS SPACE AVAILABLE
FOR HAIRDRESSER AND MANICURIST FACIAL ROOM ALSO AVAILABLE Rental.
1st month free. Great location near 101 Freeway.
Call (818)726-1889
C O MM E R C E - BE L L G A R D E N S DOWNEY AREA Three stations available. Barber / Cosmetologist. Be your own boss / own hours.
Nice shop, parking, business park. Must have own
clientele. Only $350 per month. Will consider
Manicurist. (323)728-5259 (714)397-0535
TRANS FOR MA TIONS, A FULL SERVICE SALON IN LA MESA, CA HAS STATIONS FOR STYLISTS Great lo cation!
Rent $175 per week, includes backbar and towels. Call for more information (619)697-6166.

SUNNYVALE, CA. - WELL ESTABLISHED SALON HAS STYLIST STATION FOR RENT Busy shopping plaza. Plenty
of parking. Call now! (408)530-9701 or
(408)410-8721

MISSION VIEJO - HAIR STATIONS
FOR RENT in the best location. Call
(949)981-8620 for more information.
ONE MONTH FREE RENT - FULL SERVICE SALON IN GRANADA HILLS SEEKS
ESTABLISHED STYLIST for station rental of
$150 per week. Backbar and towels included. Contact Jana (818)366-2666
SALARY /
COMMISSION
WORK FROM HOME Portland Oregon manufacturer/distributor has an opening for a positive
minded, self motivated customer service rep in several locations. This is a work from home contract
position. Set-N-Me-Free provides territory account and lead information direct into your computer. On the telephone, you train salons to use
healthy skin care products and add-on treatments.
Work from home is generous commissions and bonuses. Send resume to 503-669-9057 or call Debbie
at 800-221-9727.
C h ec k u s o u t :
www.set-n-me-free.com.
V A L E N C IA , C A - H A I R S T YL I S TS
WANTED FOR BUSY FAMILY SALON
Call for more information (661)263-1522
WANTED: Li censed cos me tol o gi sts and
estheticians to join the Education Department at
Federico Beauty Institute – located in Sacramento,
California. Will train! Visit www.federico.edu or
call 919.929.4242 ex. 205.
BARBER & BEAUTY SA LON IN WEST
COVINA, CA SEEKING EXPERIENCED
BARBER / STYLIST Family atmosphere, good
lo ca tion. C all for more in for ma tion.
(626)931-1456 (626)476-7563
WEST LOS AN GELES – SAWTELLE /
OLYMPIC – 2 LICENSED HAIRSTYLISTS,
1 MAN ICURIST & 1 ROOM FOR
FACIALIST AVAILABLE 10 yr es tablished
beauty supply / salon. Heavy foot traffic. Lots of
free parking. Call Diva: (310)479-0636

BEAU TI FUL SA LON IN THE
HEART OF MELROSE (HOLLYWOOD) Three Workstations for rent. $800 /
month. Also esthetician room for rent $650 /
month. Get your own key! Call Fima
(323)868-5111
BARBER WANTED - ORANGE COUNTY
Full-time or part-time Barber wanted at Mt. Zion
Barbershop. Great opportunity. Busy shop! Call
(714)898-3488
HAIR STATION, NAIL STATION & ROOM
FOR RENT IN SANTA CLARITA SALON
Great location. $150 per week For more information call Nik @ (661)254-4458 (work) or
(310)963-4247 (cell)

W E L L E S T A B L I SH E D B A I NBRIDGE ISLAND, WA SALON Endless possibilities for business growth. Call
(206)406 5977 or [email protected]
USED EQUIPMENT
VALENCIA - GREAT TURNKEY OPPORTUNITY 7 stations, 2 shampoo bowls, 2 new
dryer chairs, break room, washer / dryer, color
room, bright, lots of walk-ins, plenty of parking.
Call David at (661)755-2388
BARBER CHAIRS - ANTIQUE - KOCH,
KOKEN, PAIDAR 14 available. Two barber
poles. Everything in excellent condition. Barber
wanted - Los Angeles area. Call (818)349-4310
$
LOS ANGELES & ORANGE COUNTY
BEAUTY SALONS Full-service, children’s
and beauty supply! 4 - 11 hair stations! Check
out our website at BestSoCal.com/salons, or call
(877) LuvSoCal (588-7622). Broker.
FRESNO SALON / IN SHOPPING CENTER
/ GOOD LOCATION Five stations (all rented),
three shampoo bowls, seven dryers. High traffic.
Also have Delphia Microdermabrasion Machine & other equipment for sale. Must see
shop! Call (559)325-6605
LI CENSED COS ME TOL O GISTS AND
ESTHETICIANS WANTED Full or part-time
with good com mission in Long Beach. Call
(562)627-5400 or (562)275-1880
SHOPS FOR SALE
EASY MONEY!! PROF ITABLE SALON
FOR SALE!!! TORRANCE Net $3,000 without
working it. 2,200 square ft, eye catching architecture. You can easily double or triple current income with space for expansion. Great systems, easy
management. Lots of extra retail space. BONUS full established hair clientele included with purchase of salon. THIS WILL BE YOUR BEST INVESTMENT EVER!!! $75,000 OBO. Call
(562)884-0062
SAN FRANCISCO: BEAUTIFUL, BOUTIQUE STYLE SALON Great location in upscale neighborhood. Street level with lots of
walk-ins, 6 stations, laundry units, recently redecorated. Call (415)246-4950
BEAUTY SUPPLY AND SALON FOR SALE,
RIVERSIDE Three hair stations. Large inventory.
Busy shopping center. Great opportunity to be
your own boss! Very good price! For information
call Maria (951)686-2386
HAIR SALON FOR SALE IN CORONA Six
hair stations, two dryers, two shampoo bowls, one
skincare room. Great location next to freeway.
Very busy shopping center. Call Martha for more
information (951)737-3833 English / Espanol
SALON FOR SALE - CITRUS HEIGHTS, CA
Recently remodeled. Nine hair stations, one manicure station, tanning rooms. Busy shopping center.
Asking $30,000. Call Helen for more information
(916)628-6108
BEAUTY SALON / DAY SPA FOR LEASE IN
BERKELEY Lots of free parking, 4100 sf space,
Beautifully built out with 11 private rooms and 5
beauty stations including manicure / pedicure and
makeup stations plus more. Contact Rob ert
(510)762-1000 or Lola (510)540-0359
SACRAMENTO, CA - FULL SERVICE
SALON FOR SALE Great location. Call for
more information. (916)387-1030

A BEAUTIFUL, ESTABLISHED, LA
JOLLA BOUTIQUE STYLE SA LON
FOR SALE 4-STA TIONS, 2-BOWLS. 2
BLOCKS FROM THE BEACH WITH PARKING LOT.. A MUST SEE AND SELL! . ASKING
$38,000. MAKE AN OFFER? SHOWN BY APPOINTMENT ONLY. (619)438-8687
SHOP FOR SALE - ‘OPPORTUNITY IS A
GREAT THING IF YOU TAKE ADVANTAGE OF IT’ Skin Care: 5 treatment rooms, furnished, kitchen with W&D, bonus training room:
includes chairs, pull down screen, computer, storage space a nd fa cial equip ment. Con tact
(951)206-8679
BAKERSFIELD, CALIFORNIA Spacious, redecorated, full service salon offering many nice features. New equipment, seven stations, four shampoo bowls, two large separate rooms. Must see,
Must Sell, Make offer!!! (661)589-4711
(805)340-0162
SALON FURNITURE 4 SALE 6 stations, 6
chairs, 2 hair dryers, 2 shampoo bowls w / towel
cabinet & 1 reception desk. All black & silver. Call
Ana for more info @ (562)318-6010
BEAUTY SALON FOR SALE, CORONA
CA Busy shopping center. Call Moises, Cell
(714)474-1750

T A N N I N G S PA F O R S A L E FONTANA, CA Classy Salon with 10
new Sportarredo tanning systems, fully paid.
Inventory includes accessories and tanning
products. Please call Kathy for info on this
Turnkey business. (818)384-7213
LARGE BEAUTY SALON / FRESNO
SHOPPING CENTER / GOOD LOCATION Lots of parking. 17 Hair Stations, 5
Manicure Stations, 3 Private Rooms. Many upgrades. Great potential for the right person. For
more information call (559)903-7669
SAN FERNANDO VALLEY HAIR SALON
FOR SALE OR PARTNERSHIP Move forces
sale. Great opportunity. Three years old. Four
chairs, two shampoo bowls, facial room. Turnkey
operation. Fantastic lease terms. We want you to
S U CC E E D !
C a l l (8 1 8 ) 7 7 6 - 0 3 0 4 o r
(760)610-1824
GREAT PLACE TO RUN YOUR BUSINESS! ELEGANT SALON IN SHERMAN
OAKS! All new equipment : 6 styling chairs, 2
shampoo stations, manicure table, 2 pedicure stations. Lots of parking. Just bring your scissors and
start work! $100,000. Liza (818)308-8707
HAIR SALON FOR SALE IN PLACENTIA
Six stations, one facial room, two manicure stations.
Great location! Call (714)743-5346

BUSY BEAUTY SALON FOR SALE
IN MORENO VAL LEY with seven
beauty stations, two shampoo bowls, office room,
break room, product storage, 1000 sq.ft. with a big
parking lot. Must see! For more information and
appointments, contact Miriam at (951)534-2658
PORT HUENEME-CA Established, Full Service Salon Business FOR SALE. Rare Opportunity.
Large Clientele, 7 Hair Stations, 3 Shampoo Bowls,
Manicure Station, Dry Spa Treatment / Massage /
Waxing Room, Retail Area. Owner Retiring. Call
(805)985-5555
or
E - m a il :
[email protected]
SALES, SERVICES & REPAIRS of Barber
chairs, Salon chairs, and Hairdryers. Sales of
NEW & USED Barber chairs and Salon chairs.
We CUSTOM build Salon & Barber stations.
UPHOLSTERY services. We currently have:
10 barber chairs on sale- starting price $75; 15
antique barber chairs; New salon stations- starting at $99.99; New shampoo cradles- starting at
$125. For more info call Jesse @ 310-830-4982
Se habla espaol
BEACHWOOD SHELVES (IKEA) Great for
display of products. $100 each. Shampoo unit and
wall station with three drawers. $495 for all. Call
Nik @ (661)254-4458 (work) or (310)963-4247
(cell)
BARBER SHOP EQUIPMENT 4 matching
Koken chairs with por celain bot toms, good
chrome. 2 shampoo sinks, 2 sets of matching
backbars with mirrors / lighting, waiting chairs and
much more. $5,000. Located in Sacramento. Call
(916) 925-4541

NEW EQUIPMENT
LA-TE-DA CUSTOM DESIGNED SALON FURNITURE.WITH YOUR DESIGN IN MIND OUR COMPANY OFFERS
A WIDE VARIETY OF SERVICES TO CREATE YOUR SALON VISION. START TO
FIN ISH COM MIT MENT IN CLUDES
COMPLETE FLOOR PLAN DESIGN -CREATIVE EQU IPMENT DE SIGN. ASK
ABOUT OUR hide-a-cord styling station and
other special designs. Hassle free Financing
available for ev eryone. 1-800-640-0444
WWW.LATEDAUSA.COM
ELEGANT NAIL SUPPLY: We wholesale and
retail New & Used Salon Equipments, Salon Furniture and all brand-name products OPI, IBD,
Gena, Creative, LaPalm… We offer online continuing education. Please visit our website for more
information: www.elegantnailsupply.com. Phone:
(937)258-0608 or 1-888-308-6308

PROFITABLE
SIDELINES
OFFER YOUR CLI ENTS MORE
Tamera Acey, a Health & Weight Loss Advisor can assist them, or she can train you how to offer
this valuable service yourself. Help your Clients
truly feel better. Call her at (503)267-9189 (Pacific
time) or e-mail: [email protected]
EV ERY BODY’S TALK ING: Oprah.com,
Vogue, Good Morning America. CNN Money,
London Times and many, many more. Now you
too can feel great, retard aging cells, offer your clients good health and see a remarkable income with
little or no effort. TheGreatProduct.com/GR84US
$
HAIR EXTENSION MASTER CLASS Se
experta en extensiones,quien ateinda a la clase
aprendera lo ultimo en las mejores tecnicas.Gratis
manequi de practica,CERTIFICADO y Tarjeta de
decuento . L l a m a pa r a reserva r t u espacio
comunicate con Leticia al (818)284-5935. Clase es
completa en Espanol. English class available.
APPRENTICESHIP PROGRAM for San
Bernardino and Riverside counties. Call John at
(714)571-5747

AIRBRUSH MAKEUP, BODY ART
AND TANNING COURSES $150. Call
for dates (925)876-6676

MISCELLANEOUS
HEALTH BENEFITS Includes dental, vision,
prescription, chiropractic and medical. Not Insurance Linda 1-877-818-9254 or (541)554-7953
BUSINESS
OPPORTUNITIES
MAKE $100 PER HOUR SHARP ENING
SCISSORS AND CLIPPERS. I will beat anybody’s price on any equipment and training.
(408)439-9161
EDUCATION
LEARN NEW TECHNIQUES
THROUGH DVD’S - FREE CATALOG
Hair cutting & styling, clipper & razor cutting, hair
coloring, wedding styles & updo’s, makeup, facials,
manicures and pedicures, waxing & hair removal,
massage, and spa & body treatments. 800-414-2434
- www.VideoShelf.com
PERFECT YOUR HAIR CUTTING AND
COLORING SKILLS AT MOGI Mondays daytime and evening. For more info call Mogi at
( 3 1 0 ) 8 0 1 - 1 4 5 0 or w w w .mogihair .com /
http://www.mogihair.com/phpBB2/viewforum.ph
p?f=2

EYELASH EXTENSIONS TRAINING BY NOVA LASH™ is an all day extensive training course for Cosmetologists/students, makeup artists and medical professionals.
Boost income and clientele. Call to register/details on current and upcoming classes and locations. Northern CA, WA, OR (530)400-2304, or
www.novalash.com
May 2008
 Eyelash Extensions One Day Intensive Training by Novalash, call
for dates and locations. (530)400-2304, or www.novalash.com
 4: 2GORJIS presents Bridal Makeup and Marketing Class with
Makeup Artist Kim Evans, Walnut Creek, CA www.2GORJIS.com or
(925)932-8602
 5: Cosmoprof Beauty presents Farouk Map the Cap! Hands on
Class, Santa Clarita, CA; ISO i.color Solutions, Bakersfield, CA; Joico
K-PAK Color System Demonstration, San Bernardino, CA ; Paul
Mitchell Complete Color Demonstration, Sacramento, CA & Santa
Barbara, CA; Paul Mitchell The Blonding System Demonstration
Class, Bakersfield, CA; Pravana Color Encounter Demonstration, Long
Beach, CA; Wella Creative Color Techniques Demonstration, Fremont,
CA & Fresno, CA ; Wella Creative Color Techniques Demonstration,
Fresno, CA www.cosmoprofbeauty.com
 5: Maly’s presents Redken Path to Abundance with Glenn Baker
and Peter Mahoney, Pleasanton, CA www.malys.com
 5: 3D-Beauty International presents 3D-Lashes Eyelash Extension
Workshop, Walnut Creek, CA 1-866-757-5274 or www.3d-beauty.com
 5: Next Dimension Educators presents Up Do “The After Five Look”,
Inglewood, CA (323) 259-7437
 10-11: Westmore Academy of Cosmetic Arts presents Hair 101,
Burbank, CA 1-877-978-6673
 11-15: Salon Training International presents Salon Owners Success
(S.O.S.), Carlsbad, CA (760)929-2600 email: [email protected]
 12: Artistry - Business - Fashion...Real Time (AB-FAB for short)
with Jessee Skittrall, Napa, CA www.rwaseriousbeauty.com
 12-30: Westmore Academy of Cosmetic Arts presents Master
Makeup Course Beauty & Fashion Makeup for Spa, Salon & MediSpa, Burbank, CA 1-877-978-6673
 18: Brilliant Brows by Miss Molly B San Jose, CA (760)403-6457
 18-20: Eufora International presents Strategic Solutions Academy
Expressions Course, Carlsbad, CA 1-800-638-3672 www.eufora.net
 19: 2GORJIS presents The Business oof Professional Makeup and
Marketing, Walnut Creek, CA www.2GORJIS.com or (925)932-8602
 19: Western Salon Services presents Cutting Class with Colleen
Wagner, Santa Rosa, CA (916)384-3920 or 800-235-7376
 19: Cut & Color Trends Seminar, Berkeley, CA
www.rwaseriousbeauty.com
 19: Brilliant Brazilians by Miss Molly B, San Jose, CA (760)403-6457
 19: Cosmoprof Beauty presents Goldwell Color Primary Demonstration, Montclair, CA; Paul Mitchell Complete Color Demonstration,
San Bernardino, CA; Paul Mitchell The Blonding System Demonstration Class, Fountain Valley, CA; Pravana Color Encounter Demonstration, Lancaster, CA; TIGI Why Colour? Demonstration, Long Beach,
CA www.cosmoprofbeauty.com
 19: 3D-Beauty International presents 3D-Lashes Eyelash Extension
Workshop, Tustin, CA 1-866-757-5274 or www.3d-beauty.com
 19: Next Dimension Educators presents Lace Front Wigs, Inglewood, CA (323) 259-7437
 25: Adrian the Dream Weaver presents Hair Extension Seminar and
Workshop, Chandler, AZ (972)387-5677 www.HairExtension.com
 26: Adrian the Dream Weaver presents Hair Extension Certification
Course, Chandler, AZ (972)387-5677 www.HairExtension.com
June 2008
 1: 2GORJIS presents Global Connections (Makeup for MultiEthnic Skin) with Makeup Artist Kim Evans, Walnut Creek, CA
www.2GORJIS.com or (925)932-8602
 1-2: Trisha Kemp: Quit Blaming Yourself! Water is Ruining Your
Color, Los Angeles, CA 1-800-622-7332 www.malibuwellness.com
 2: Brazilian Blowout Academy, West Hollywood, CA (310)5607497 www.brazilianblowout.com [email protected]
 2: Cosmoprof Beauty presents Farouk Art of Blonding Hands On,
Santa Clarita, CA www.cosmoprofbeauty.com
 2-8:: Award Studio presents Media Makeup for Ads, TV, Films,
Los Angeles, CA (310)364-0665 www.MediaMakeupArtists.com
 7-8: Westmore Academy of Cosmetic Arts presents Naturalash
Eyelash & Hairstyling & Updos for Brides, Parties & Special Occasions, Burbank, CA 1-877-978-6673
 8: Adrian the Dream Weaver presents Hair Extension Certification
Course, Dillon Beach, CA (972)387-5677 www.HairExtension.com
 8: 2GORJIS presents Let’s Talk Makeup (Makeup Basics 101) with
Makeup Artist Kim Evans, Walnut Creek, CA www.2GORJIS.com or
(925)932-8602
 8-9: Kadus Certified Colorist Program with Jessee Skittrall,
Concord, CA www.rwaseriousbeauty.com
 8-10: Salon Training International presents Graduate Course,
Carlsbad, CA (760)929-2600 email: [email protected]
May 2008
July 2008
 4-5: Fashion Focus 2008 presented by Barnum Beauty, Cleve-
 12-14: California Cosmetology Association Annual Convention,
land, OH www.cosmoprofbeauty.com
 4-5: Passion Hair Extension Stylebooks photography session,
Chiarlotte, NC (703)359-6000 ext. 22 [email protected]
 4-6: ISBN’S 2008 Conference, Renaissance Esmeralda Resort,
Indian Wells, CA 1-866-444-4272
 17-19: International Congress of Esthetics and Spa, South
Beach, FL 1-800-471-0229 or www.lneonline.com
 18: California Cosmetology Association - The New Generation,
Regional Stylz Symposium, Huntington Beach, CA 1-800-482-3288
www.the-cca.com
 18: I.E.C.A. Haute Hair Competition & Runway Presentations,
Northern Quest Casino Family Pavillion, Airway Heights, WA
(509)838-8242 or (509)624-9451
 18-19: The Makeup Show, New York www.themakeupshow.com
 18-19: Bio-Therapeutic Get Your Tech On! 2008 Education Nation, Dallas, TX www.bio-therapeutic.com
 18-20: Angelo’s Beauty Supply presents Eufora International
Strategic Solutions Academy, Erie, PA 1-800-622-1205
Fresno, CA 1-800-482-3288 www.the-cca.com
 12-15: Ohio Association of Beauticians Inc. 70th Annual Convention and Tradeshow, Cincinnati, OH (513)751-5566 / (419)222-5648
 13: 19th Annual North American Hairstyling Awards, Mandalay
Bay Convention Center, Las Vegas, www.cosmoprofnorthamerica.com
 13-15: Cosmoprof North America 2008, Las Vegas, NV.
www.cosmoprofnorthamerica.com
 11-14: The International Caribbean Barber & Hair Fashion Showcase, MONTEGO BAY, JAMAICA. www.icbhfashionshowcase.ws
 19-27: National Beauty Culturists’ League’s 89th Annual
Convention, Marriott Hotel, Winston-Salem, North Carolina,
202/332-2659, nbcl.org
 26-27: Armstrong McCall Regional Show, Phoenix, AZ
www.armstrongmccall.com or call 1-800-45-SALON
Los Angeles, CA (703)359-6000 ext. 22 [email protected]
 28: Paul Mitchell Trend Tour, Columbus, OH 1-800-251-8427
or www.PMOhio.com
June 2008
August 2008
 1-2: ABCH Energizing Summit, Los Angeles, CA www.haircolorist.com or 1-888-425-6578
 1-2: Premiere Orlando, Orlando, FL www.premiershows.com
 1-2: Paul Mitchell Hair Camp 2008, Sandusky, OH 1-800-2518427 www.kalahariresortsgobig.com or www.PMOhio.com
 1-2: Passion Bridal & Wedding Stylebooks photography session,
Washington, DC (703)359-6000 ext. 22 [email protected]
 8: California Cosmetology Association - New Generation, Regional
Stylz Symposium, Danville, CA 1-800-482-3288 www.the-cca.com
 8-9: Fashion Focus 2008 presented by Cosmoprof Beauty,
Seattle, WA www.cosmoprofbeauty.com
 18-20: Intercoiffure 20th International World Congress, Rio de
Janeiro, Brazil www.icdrio2008.com
 21-24: George Rileys PBC presents Scruples Training for Tomorrow Lakeville, MN 1-800-303-3630 www.georgerileyspbc.com
 21-28: California Cosmetology Association The New Generation
presents Regional Stylz Symposium at Sea, Alaska Cruise aboard
The Diamond Princess. Call 1- 800-235-7376 www.the-cca.com
 21-28: Western Salon Services presents Alaskan Cruise with
Wayne Grund and Dr. Hunter (916)384-3920 or 800-235-7376
 22: Paul Mitchell Trend Tour, Cleveland, OH 1-800-251-8427
or www.PMOhio.com
Dallas, TX (703)359-6000 ext. 22 [email protected]
 26-28: The International Arab African Health & Body Care Trade
Show, Cairo - Egypt, www.hebexegypt.com www.greenlinefairs.com
 28-30: IBS Las Vegas (formerly Las Vegas Hair and Nail Conference), Las Vegas, NV www.ibslasvegas.com
 28-30: International Esthetics, Cosmetics and Spa Conference,
Las Vegas, NV www.iecsc.com
 2-4: Bronner Brothers International Hair Show, Georgia World
Congress Center, Atlanta, 800/547-SHOW, bronnerbros.com
 3: 2nd Annual Northwest Nailtechs Networking Event, Seattle /
Renton, WA www.nwnailtechs.com
 3-4: Passion Family Stylebooks photography session, Indianapolis, IN (703)359-6000 ext. 22 [email protected]
 3-6: ECRM Cosmetics & Fragrance EPPS Conference, TBD,
770/932-3191 ecrm-epps.com
 9-11: National Cosmetology Association presents Salon Life
‘08, Rosemont, IL www.salon-life.com or 1-888-254-9810
 9-12: George Rileys PBC presents Scruples Training for Tomorrow, Lakeville, MN 1-800-303-3630 www.georgerileyspbc.com
 16-18: Face & Body 2008, Moscone Center North, San Francisco, 630/653-2155,faceandbody.com.
 17-18: Expo Latino International Salon and Spa Show, Long Beach
Convention Center, Long Beach, CA, 562/802-7471, expolatino.com
 17-21: EX•TRACTS, Jacob K. Javits Convention Center, New
York City, 800/272-SHOW, extractsny.com
September 2008
 6-8: Haircolor USA, Miami, FL www.haircolorusaevent.com
 14: Nailpro Anaheim, Anaheim Convention Center, Anaheim, CA,
888/491-8265, www.nailpro.com
 20-22: Spa & Resort Expo and Conference, New York
www.spaandresortexpo.com
 20-22: International Congress of Esthetics and Spa, Long Beach,
CA 1-800-471-0229 or www.lneonline.com
 21-22: Mid-American Beauty Classic, Columbus, OH
www.premiereshows.com
The Information Age... continued from page 13
information together for you. A new
approach to education and business growth
is in the combination of e-learning (or online
learning), and done-for-you marketing toolkits
that provide complete templates of properly
written sales letters and other marketing products that you can use just by plugging in your
own salon/spa name. One example of this new
combination of online learning and done-foryou marketing is Salon Success University.
The owner, Chuck Choate, has put
marketing expertise and experience as a salon
owner together in a university- style approach
that allows salon owners to learn at their own
pace. Choate comes from a family of salon
owners who have been in the industry for over
30 years, and currently owns three successful
salons in the Milwaukee area.
“I’ve not only been through my own
struggles and frustrations, but I also watched
family members go through the same things,”
Choate explained as to why he started the
online university. “I really have a desire to save
other salon owners the hassles I went through.
I believe that using our programs can genuinely help them be successful.”
Can someone really offer you “Success in a
box”? Of course not. There is no substitute for
hard work and dedication, but do you think
there is someone to make it a whole lot easier?
You bet, and companies like Salon Success
University and others will be helping salon
owners accomplish the things they set out to
do in the first place, like feeling the satisfaction
of owning and operating a successful salon,
and all the benefits that go with it.
Lake Furney is a freelance writer based in Austin, Texas (www.greatlakescopywriting.com). For more information on Salon Success University, go to
http://www.salonsuccessuniversity.com.
WHAT’S NEW IN THE MARKET
1. When Runway Hair and Technology Meet...
1
2
After several years of success with his line in Australia, session stylist Kevin Murphy introduces his
line of lightweight and skincare inspired hair products to the U.S.
The line of shampoos, conditioners and styling products contain fruit essences, antioxidants and
other ingredients often found in skincare products, which creates a lightweight product that doesn’t
weigh the hair down or make it look oily.
Additionally, at www.kevinmurphy.com.au you can download Podcasts to learn how to use each of
the products and find styling tips. Download tips straight to your iPod to share with your client while they
are in your chair.
For more information on Kevin Murphy products, call 858-756-8847 or visit www.kevinmurphy.
com.au.
3
2. What’s Your Mantra?
Silk Bliss thermal smoothing serum from Mantra is a product designed to smooth out frizzy, unruly
hair, leaving a healthy shiny finish. This unique product seals cuticles ensuring longer lasting hair color
while also repairing dry, damaged hair without adding weight. The lightweight formula provides thermal
protection and produces a brilliant shine. Silk Bliss locks in moisture, while locking out humidity.
Inspire working thermal spray is a fast drying, flexible fixative for hold and control. It is brushable,
humidity resistant and will not leave a sticky residue or build up.
Experience the support and loyalty you deserve from a diversion free brand and see the benefits of
having Mantra in your salon. The only way to stop diversion is not to support it.
For more information, call 800-465-5887 or visit www.whatsyourmantra.com.
4
3. Create Style with Edge-Ahead Razor
The new Edge-Ahead Texture Razor from Fromm International delivers head-turning styles. And its
fashionable colors complement its comfort features: an over molded non-slip handle, an articulated joint
and a swivel finger ring. The texture blade is protected in a neat blade guard. The razor comes in silver,
blue or purple.
Fromm International has been bringing technologically advanced shears, sundries, salon and hair
apparel to the professional beauty industry for 100 years. The company’s major brands include André
Salon Apparel, Fromm Premium Shears, Diane Essentials, Mebco Combs and Brushes, and Solis Professional Hair Dryers. All Fromm products are made from the finest materials and workmanship, and carry
warranty protection.
For more information, call 800-323-4252 or visit www.frommonline.com.
5
4. Natural Skin Care for Men
Nutra Luxe MD PLUS has introduced a chemical and preservative free Anti-Aging Skin Care
product line for Men.
Men Only Daily Moisturizer and Skin Protection with SPF 30 and Men Only Wrinkle Serum use
advanced men’s skin care science. Both products are formulated to repair and protect from free radical
and photo aging skin damage and moisturize for healthy skin cell renewal.
The Wrinkle Serum is a complex of Bio and Neuro Peptides that works like the popular injections to
reduce wrinkles, lines and sagging skin. All of the ingredients are microencapsulated to preserve their full
potency and performance.
For more information, call 239-561-9699 or visit www.nutraluxemd.com.
5. New Web Site Helps Hair Salons Attract Business
SalonContact.com is an online searchable database of hair salons, nail shops, tanning salons and spas
nationwide that also includes employee photos and credentials.
“This is the perfect complement to businesses that already have Web sites,” said Ben Derin, president
of Salon Contact. “You can link to your Web site and attract even more attention to it.”
Derin said it’s also an excellent substitute for salons without a Web site because it instantly gives them
presence on the Internet.
Similar to MySpace, businesses easily create profiles and can post photos on their page. Searchable
by geographic location, SalonContact.com is also like Yellow Pages because each listing is included in a
nationwide directory marketed to potential customers. But unlike either site, SalonContact.com makes it
possible for salons to create customizable coupons.
“Name and phone number just isn’t going to cut it,” said Derin. “On SalonContact.com the
customer can get a lot of information about the salon and stylists, this in turn will help them make a more
informed decision about the company they’re going to give their business to.”
For more information, visit www.saloncontact.com or call 216-831-2699
Have your product considered for the Stylist & Salon’s What’s New section. Send press releases with a photo to Managing Editor Lisa Kind
at [email protected] or mail to Stylist & Salon Newspapers, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221.

0508 CA Stylist.indd - Stylist and Salon Newspapers

Transcription

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