0110 OH Stylist · new you-name-it plugged-in hybrid models. 6) The Price Is (Still) Right. 2009’s headline spa story was the industry’s aggressive response to the global recession

OHIO

& SALON NEWSPAPER

Economic ShiftThrive or Survive... It’s a Matter of Choice

Top 10 Spa Trendsfor 2010 Let’s Get Ready to Rumble...Salon Product vs. the Drug Store Stuff

THE BUSINESS OF: HAIR | NAILS | SKINCARE

JANUARY 15 - FEBRUARY 15, 2010 | VOLUME 11 | NUMBER 1 | ISSUE 121

Photo courtesy of HBL Hair Care

� | JANUARY �010 | OHIO STYLIST & SALON

By Susie Ellis, president, SpaFinder, Inc.

SpaFinder predicts emerging trends and concepts that will shape the spa world in 2010 and beyond. A common thread among these trends is that every one represents a benefit to the spa-goer: Health, wellness, and the ideal spa experience will be easier than ever to achieve.

1) The New “P” Word. Goodbye, pam-pering. Hello, prevention. Well, not so fast. It’s more like, move over, pampering; hello, prevention. Against the backdrop of a raging healthcare debate, prevention is poised to be the new “it” word. But rather than replacing established industry concepts like pampering and wellness, it’s a sharp (and smart) refocus-ing of the conversation. Pampering, after all, speaks to the stress-reduction goal of most spa-goers, and that in itself is preventive.

2) Year of the Hammam. With spa-go-ers increasingly seeking authenticity and that magical spa experience that also offers true results, the Middle Eastern hammam (hamam in Turkey) represents one of the hottest trends, albeit with a distinctly modern expression. This is the year people who’ve never heard the term hammam will hear it, and those already familiar with it will learn of new places to experience it.

3) Not “Going to,” But “Belonging to” a Spa. No longer a place where you “go” for the occasional treatment, spas are being re-imagined as places of “belonging” – not only literally, through the rise in membership programs, but also in the ways spas are being recast as social or communal hubs – contribut-ing the additional benefit of emotional health.

4) The Online Spa. 2010 will be a watershed year for the spa industry’s virtual presence. Consumers are already finding spas online, booking treatments and classes online, printing out instant gift certificates, shopping virtual spa stores, and being influenced by on-line reviews, for just a few examples. But there is more to come. Get ready for having your health information automatically uploaded for online access by your spa or doctor, or for spas to use software to allow price variation much like that of the airlines.

5) The Hybrid Spa. The modern spa is increasingly a hyphenated affair, with spas incor-porating far more fitness, fitness centers incor-porating more spa, hospitals incorporating spa elements, and spas bringing in more medical doctors and specialists. It’s one integrated hu-man body, after all, and the pure spa is on the decline, while the hybrid spa is busy inventing new you-name-it plugged-in hybrid models.

6) The Price Is (Still) Right. 2009’s headline spa story was the industry’s aggressive response to the global recession and the focus on deals, deals, and more deals. While there’s a (cautious) consensus that the economy is in

recovery, there’s great news for consumers: The spa bargains will continue apace, not only straight discounting, but also more innova-tive incentives designed to drive incremental revenue and retain loyal customers.

7) Wellness Tourism Wows. Make room for “wellness tourism,” a new term describing travel across borders for preventive services, diagnostics, spa and well-being vacations. The concept is increasingly poised to become the way we define our time away from home in the future.

8) Scary and Silly Spa Stories Drive Evidence, Science, and Standards. The fallout from heavily publicized spa horror stories—and the recession-driven consumer insistence on no-gimmick treatments with real, measurable benefits—will quicken a rising trend: the demand for evidence-based therapies, stricter industry standards, and greater transparency to help spa-goers separate the wheat from the chaff. Facts, evidence, and science that support industry approaches will move front and center, even at the cost of a few diamond facials.

9) Diversity at a Tipping Point. For years analysts have discussed how the spa industry has been attracting new demographics (men, teens, seniors, new ethnic groups). But in 2010 diversity has reached a tipping point: It has fully arrived, it’s here to stay, it’s done. Set to explode: With 78 million American baby boomers poised to enter their 60s, watch for “silver spa-ing” to take off.

10) Stillness. The modern human experience is an unprecedented amount of sensory overload, noise, media stimulation. We’re wired to the gills, spending nearly all waking hours in front of TV and computer screens—bombarded, texting, tweeting—now even on airplanes. With the spa as one of the last remaining sanctuaries of serenity, look for the industry to put a new emphasis on stillness. Spas will help clients move from busy-ness and overload to stillness. “Sounds” awfully good.

One thing these trends make clear: The future of the spa world looks bright, with ever more focus on emotional, spiritual, and physi-cal wellness and making it available to more and more people worldwide.

This year SpaFinder’s 2010 Trends forecast were reported at a Webinar presented by UCI Extension’s Spa and Hospitality Management Certificate Pro-gram, which is offered online and features in-depth studies taught by industry professionals from all over the United States.

SpaFinder, the global spa and wellness resource, bases this report on analysis from a team of experts who visit thousands of spas each year, as well as ongoing consumer and industry research. For information about SpaFinder, please visit www.spafinder.com or for UCI Extension’s Spa & Hospitality Management Certificate Program, visit www.extension.uci.edu.

Top 10 Spa Trends for 2010

1 Day Only– 8 CEU / 9a-5p Business & Color Correction Theory

Ticket Price: $99 (includes lunch). Reserve your seat now!———————————————

2 Day Ticket– 16 CEU or 8 CEU for Day 2 / 9a-5p Business & Color Correction Theory (Day 1) | Hands On Workshop (Day 2)

Ticket Price: $350 (includes lunch both days) Just Day 2 Workshop Ticket: $250

Bring stylist tools for workshop. Mannequin included. Workshop limited to 30 attendees———————————————

Color Guru Roy Peters

&KEUNE

Haircosmetics Join Forces

North Coast Salon Systems 800-465-5887Accept: MC, VISA, DISCOVER, AmEx. Checks made payable to: The Academy Salon

NORTH COAST SALON SYSTEMS presents…

Build YourColor Business

—Two Ways to Learn —

ABOUT ROY PETERS | Hair color expert Roy Peters, who Modern Salon named “One of the 75 Strongest Educators of the Century,” recently announced his decision to join Keune Haircosmetics. Formerly a top Redken Certifi ed Haircolorist, Peters is known for establishing the brand as a “hair color” company. As much of a powerful educator as he is a renowned stylist, Peters has taught countless classes, inspiring generations of competent colorists.

Peters’ long career has been well-marked by many of the most prestigious awards in the hair care and styling business, including the Lifetime Achievement Award from Haircolor USA and the 2009ANDY from the American Board of Certifi ed Colorists. Peters is an accomplished man with diverse background, including movies, television, fashion and photography. His well-rounded and open minded personality, paired with such extensive expertise, make him a valuable part of any team. Roy believes a salon’s success depends on teamwork, and Keune is delighted to have him on board.

March 14th & 15th, 2010 The Academy | 455 Ken Mar Industrial Pkwy

Broadview Hts., Ohio 44147

Ask About SpecialHotel Rates

OHIO STYLIST & SALON | JANUARY 2010 | �

Salon Lasers

Before LaserAfter 7 Weeks

Better hair from the power of light

After 28 Weeks

Next Big Thingfor Salons

You can own the new Premiere professional Hair Enhancement Laser for just $3,995. This includes all equipment, training and materials you need to take advantage of this exciting new opportunity. Financing is available for qualified buyers. For more information call (866) 646-9050or visit our web site: www.SalonLasers.com

The

Yjtfo

Premiere

Introducing

Salon Lasers

By Scott Missad, president of The Agility Group

Throughout 2009, you heard discussion af-ter discussion about how economic conditions were impacting salons and spas. However, in 2010, it’s time to stop focusing on the economy and focus 100 percent on the client.

If you aren’t careful, you can get caught up in the media hype, make decisions based solely on the economy and get as depressed, as many other business owners have. However, focus-ing on the client allows you to get back to the purpose that you’re in business—to help your clients look and feel their best.

So what does that look like? First and foremost, as a salon or spa owner, a service provider and as a team, it means focusing on your existing clients. These clients need to be catered to at a much higher level, because value as a proposition in their minds is much different—and even more important—than it has ever been. With every visit and every experience, give them greater perceived value for the same amount of money.

Second, whether you’re an employee or independent contractor, as a hairdresser, nail technician, esthetician, makeup artist or other service provider, examine how you balance your activities. Quite often, you spend up to 95 percent of your time, energy and money on the technical service. Today, 95 percent of your

time must be dedicated to learning how to upgrade the client’s experience by interacting with people on an extremely high level.

That means re-engaging your existing clients at every interaction. That includes mak-ing sure the greeting, shampoo, consultation, recommendation for product and training in how to do their own hair, skin or nails at home is off the charts in how great it is EVERY time. It’s critical that you learn how to be comfort-able talking to them about spending money on services and products. The quality of the ser-vice today is a given—not a competitive edge.

An important step is to seek out training in areas that might not have anything to do with the beauty industry – public speaking, communications, marketing, sales. Many are offered locally and are inexpensive including programs that teach you how to rebalance and create an experience for your clients that gives them a wow at every touch point.

The shampoo and scalp massage must provide an excellent experience in addition to the cut. Your attitude and how you dress must be impeccable at every turn—no matter how many times you’ve serviced that client. You can’t take any client for granted. The biggest challenge is to not become routine but to make every touch point in every service special.

Third, salon owners have less room for

error. Every new client costs so much more to get than she did in the past. In the past, most salon owners operated by their gut. Today, you need to use data and be driven by a process. That means learning who your clients are, where they are coming from and then how to attract similar people, who will also enjoy the experience at your salon or spa.

Fourth, you must have the knowledge and skills to service ALL of a client’s needs. At Strictly Business, our mantra is “productivity per client.” We are transitioning from a techni-cal driven industry to an experience driven industry. It’s more about how the client feels about the service she experienced than the technical expertise of the service itself. Clients are also spending more based on the experi-ence. That means today’s goal is to make the total client experience more important than the individual service.

You need to be able to look your client in the eye, talk with her, ask questions, and make professional recommendations. Those interpersonal skills are required to making the client feel comfortable during her experience. Clients are already assuming the technical skills are superior; it’s the experience that both creates the difference in her mind and allows you to generate add-on sales.

One of the biggest mistakes salon profes-

sionals have made over the years is to think they’re friends with their clients—especially long-time clients. That leads into assuming that they’ll always stay with you. But you can’t take anything for granted any longer. Clients have too many options for their beauty services and products, expect a great value for their money and are willing to go somewhere else when they don’t feel valued.

The bottom line is: look at what you can be doing differently to overcompensate for the economic conditions. Are some salons down? Yes. But I know of plenty of others who are still full and making money – and you can be one of those, too, starting today. Look at what they do differently. The economy hurts the average performers – not those who make the extra effort.

You need to have the skills to make clients feel special. They will choose to spend money with you because of how you make them feel. Look beyond doing a great service and take the opportunity to wow your clients at every opportunity. It hasn’t been about the haircut for 20 years.

Scott Missad is president of The Agility Group, producer of Strictly Business, which provides training for market leadership salons and spas. Reach him at [email protected] or visit www.theagilitygroup.com

Focus on the Client in 2010 — It’s Not Just about the Haircut

4 | JANUARY 2010 | OHIO STYLIST & SALON

OHIO STYLIST & SALON is mailed free of charge to licensed salons, booth renters and beauty schools in Ohio. Circulation is restricted to members of the beauty and barber profession, its suppliers and students.CONTRIBUTIONS OF PHOTOS, ARTICLES, etc., are welcome. Payment offered only when arrange-ments are made in writing in advance with the editor/ publisher.ALL MATERIAL © 2010 by Holland Graphics, Inc. and/or the bylined authors or photographers. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, record-ing or otherwise, without the prior permission of the publisher.OPINIONS AND ENDORSEMENTS herein are the sole responsibility of the writers or advertisers and do not necessarily represent the opinions of the publisher or the Ohio State Board of Cosmetology. Publication of advertising contained herein does not constitute endorsement. Columns are the opinions of the writers and not those of the publisher. Ohio Stylist & Salon as-sumes no responsibility for the claims of any advertiser in their paid advertising nor in the promotional material they provide either orally or in writing. Advertising does not imply that the paper will provide any editorial coverage, photos, calendar mention, or any other space or consideration other than actual space purchased. All advertising must be paid in advance of publication in lieu of prior arrangements. Invoices paid after terms will be subject to a 2.5% per month service charge. Delinquent invoices may be subject to a handling fee of 25%. Published rates are net. Agencies add 15% for gross cost. No Agency discounts. In the event a suit or action is brought to collect amounts due Ohio Stylist & Salon shall be entitled to recover attorney fees and costs incurred.ADDITIONAL OR OUT-OF-STATE SUBSCRIP-TIONS: For a one year subscription, send name, address and zip with check for $20 payable to HOL-LAND GRAPHICS, INC. to Subscriptions, Ohio Styl-ist & Salon, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221. Address changes require old mailing label.

Ohio Stylist & SalonVolume 11, Number 1, Issue 121January 15 - February 15, 2010

Published monthly by Holland Graphics, Inc.

1750 SW Skyline Blvd., Suite 24Portland OR 97221

Toll-free (888) 297-7010 or (503) 297-7010 Fax (503) 297-7022

E-mail: [email protected] site: www.stylistnewspapers.com

Publisher Holland Graphics, Inc. Managing Editor Lisa Kind Production Manager Joel Holland Advertising Director Marcy Avenson Art Director Erica Gibson Classified Sales Kelly Smith

Contributing Writers: Judy Culp, Jerry Tyler, Vicki Peters,

Charlene Abretske, Neil Ducoff, Steven Sleeper, Elizabeth Kraus,

Scott Missad, Jon Gonzales

Ohio State Board of Cosmetology Kevin L. Miller, Executive Director

In this issue...

Spa Trends for 2010 . . . . . . . . 2

Focus on the Client . . . . . . . . 3

Three Months of Marketing . . . 5

Beauty Business Buzz . . . . . . . 6

Power of 10 in 2010 . . . . . . . . 6

The Nail Extension . . . . . . . . . 8

Blue Highways . . . . . . . . . . 10

Esthetic Endeavors . . . . . . . 10

Ohio Cosmetology News. . . . 11

Classi� eds . . . . . . . . . . . 12-13

Raising Prices . . . . . . . . . . . 14

Calendar . . . . . . . . . . . . . . 14

What’s New in the Market . . . 15

On the cover...HBL Hair CareHair: Angel del SolarMakeup: Michele WritePhoto: Allen Carrasco

10

10

6

NAHA and Beacon Entry Deadlines NAHA 21: Entry Deadline – Feb. 8, 2010 The North American Hairstyling Awards

(NAHA) is one of the most prestigious photographic beauty competition in North America, celebrating the artistry and skill of the professional salon industry. NAHA 2010 will be held on July 18, 2010 at the Mandalay Bay Resort during PBA Beauty Week. NAHA will include a new category - Salon MBA (Salon Master of Business Award) for 2010. This new category is open to strategic, business-savvy salon owners generating at least $300,000 and provides an opportunity for owners to showcase their salon. Entering NAHA has never been easier. Entrants should visit probeauty.org/naha to begin the online entry process as well as access tools designed to help make entries as successful as possible.

BEACON 2010: Entry Deadline - March 1, 2010 Beacon offers an opportunity for cosmetology students to gain in-depth knowledge of the industry, as well as to network with and learn from some of the most successful salon/spa owners. At Beacon, students learn valuable insight into what salon owners are looking for in new talent and how to market themselves to potential employers. Beacon is limited to just 100 cosmetology students and is held during PBA Beauty Week.

For 2010, all Beacon entries must be submitted online. Student entries, which must include a professional resume, portfolio of images and professional marketing piece, are judged on creativity, presentation and content. The skills in the entry process help take entrants from student to interviewee to salon professional, even if they are not selected as a Beacon attendee. For information on Beacon and how to enter, go to probeauty.org/beacon.

Beauty Business BuzzClients are looking for guidance on how to get the best product for the best price. It’s time to start educating on what salon prod-ucts have to o� er your clients and how your products beat the competition.

Esthetic EndeavorsThe new year brings with it new beginnings and new opportuni-ties. Judith Culp suggests it’s time to go back to the business plan. We need to evaluate every service we o� er, every product we use and retail.

Blue HighwaysAfter hearing the warnings of the recession coming last year, Jerry Tyler made the decision to not participate in the upcoming economic downturn. Here he tells you why.

From the EditorLisa Kind

The Year of Client Experience

2010 marks the beginning of a new decade. This is the year of renewed client experi-

ence. In this issue, we explore how to give your client more value for their dollar in order to be successful in the upcoming year.

Scott Missad believes we are transitioning from a technical driven industry to an experi-ence driven industry. On page 3, he reminds us to focus on the client experience in 2010. Look beyond doing a great service and take the opportunity to wow your clients at every opportunity. It’s not just about the haircut anymore.

From every visit and every salon experi-ence, giving your client more value for their money is more important than ever. Judith Culp, page 10, suggests going back to the business plan. It is time to evaluate every service offered and every product used. New beginnings bring new opportunities. Now is the time to assess our products, services, and business to make sure we are getting the best advantage of them.

With the impact the recession is still making on the economy, consumers are more aware of how and where they spend their dollars. They are hungry for comfort and small indulgences. On page 5, marketing expert Elizabeth Kraus suggests focusing your marketing messages in 2010 on the moments of comfort and indulgence your products and services can provide.

The beauty industry has done a great job

creating the idea of “exclusive” and “luxuri-ous” when it comes to salon products. But right now those concepts equal “too expen-sive” to the salon client. Charlene Abretske, page 6, notes clients are looking for guidance on how to get the best product for the best price. It is time to start educating on how salon products can beat the competition in quality and price.

On page 10, Jerry Tyler believes it is a matter of choice whether you flourish in today’s economy or struggle to survive. Per-ception equals reality. If you choose to only see doom and gloom around you that will be your reality. If you choose to see personal and professional abundance you can prosper in this current economic situation.

On page 8, Vicki Peters answers one reader’s question about doing nails in today’s economy. Even veteran technicians aren’t im-mune to this troubled economy. Read Vicki’s article to find out how you can overcome this economic turbulence in 2010 by doing your homework, raising your prices, retailing and marketing yourself.

Turn to page 2 to read SpaFinder’s predic-tion of emerging trends that will shape the salon and spa world in the upcoming year. A common thread among these trends is that every one represents a benefit to the consum-er: health, wellness, and the ideal experience.

Don’t forget to become a fan on our new Facebook page. Go to www.facebook.com/StylistNewspapers and let us know what is on your mind.

Stylist Newspapers wishes everyone a happy New Year. Here’s to a New Year with new opportunity of growth and abundance.

OHIO STYLIST & SALON | JANUARY 2010 | 5

Call Today for a FREE Quote!

Licensed Anthem Agent

614-433-8741 orToll-Free: 866-551-0331Apply online:

www.louannmadsen-insurance.com

We offer health coverage that’s ideal for:

Independent Contractors Self-Employed

Individuals without Group Coverage

Anthem Blue Cross and Blue Shield is the trade name of Community Insurance Company. Independent licensee of the Blue Cross and Blue Shield Association. ®ANTHEM is a registered trademark of Anthem Insurance Companies, Inc. The Blue Cross and Blue Shield names and symbols are registered marks of the Blue Cross and Blue Shield Association.

SALE! ALL PRODUCTS ARE SHOW PRICESValid JAN. 1st - FEB 6TH, 2010

Utsumi America, Inc.dba

B.W. Boyd Shearswww.bwboydshears.comCall 1-800-882-7432 18271 W.McDurmott Suite K Irvine Ca.92614

MADE IN JAPAN

The finest quality of Japanese Shears

YOUR PASSIONYOUR CAREERENDORSED BY REDKEN FOR EXCELLENCE IN EDUCATION

www.tspaPerrysburg.comAdmissions: 419.873.9999

Three Months of MarketingElizabeth Kraus

Despite both government and media telling us “the recession is over” for many months, odds are that your business is not feeling a significant “recovery” yet.

The truth is that while the conditions of recession may be over, the impacts of the recession are still making impact, and will be for some time to come.

Jobs are still being lost, consumers are still cutting back on spending, and financial institu-tions are still tightening conditions for lending. No matter how fast recovery does or does not occur, many of the changes that have occurred on the consumer landscape are here for the long term.

One aspect of consumer behavior that has changed is good news for local retail and ser-vice providers: consumers are more concerned with the local economy and the impact of how their expenditures support local jobs.

With the prospect (or reality) of job loss ever-present in today’s economy, reductions in income and resultant impacts to lifestyle – and very real fears about the ability to support family and meet financial obligations, there is a comfort-hungry customer near you.

Last year, smart advertisers shifted market-ing toward more comfort, tradition-based and personal indulgence messages. As expected, sales of comfort and indulgence items such as moderate and low cost wines and chocolates have not only held but have gained ground. And consumers have grown more aware of how – and where – they are spending their dollars.

Possibly as a reflection of the need to be more connected to friends and family, social networking sites such as Facebook have grown exponentially. People are more plugged in than ever before; not only to news and information, but to events and online resources that give them an outlet to share their experiences and hear about the experiences of others who are experiencing similar joys or sorrows.

This is good news for the small, indepen-dent business that provides “comfort” in the form of products or services, social connec-tions, local jobs and that gives back to the com-munity with support for local charities and by putting dollars back into the local economy.

For 2010, gear your marketing mes-sages and plan to support these new realities. Provide strong messaging to your customers and in outreach to potential clients about how your products and services provide a moment of comfort or personal indulgence. A scalp and neck massage at the shampoo bowl might take five minutes, but creates a moment of comfort

and indulgence for your client they will not receive anywhere else.

A deep, aromatherapy-based conditioning treatment leaves the client’s hair silky smooth and smelling great. Perhaps a paraffin dip for the hands; there is a long list of low-cost services or products that you can choose to provide to customers to keep them coming back more often, or that you can use to entice new customers into the salon or spa.

This is the perfect time for you to join (or start) a buy-local campaign in your neighbor-hood or city. The majority of dollars spent at national chain or big box stores leave a community; the majority of dollars spent at local, independent businesses, stay within the community. When consumers are educated about how their expenditures impact local jobs and the local economy, they change spending behavior.

There are non-profit “Buy Local” cam-paign organizations that can provide your community with a host of resources includ-ing consumer-education materials to create this awareness within your community. In addition, when you take leadership in your community you will promote your business to other local civic groups and businesses in an organic way, raising the status and reputation of your business within your community. Join and become involved in your local Merchant, Business Park, Chamber of Commerce or Rotary organization. Reach out to other busi-nesses that are in your physical proximity, or who serve clients with the same demographic characteristics of your ideal clients.

Even if you do not yet have a website or any web building skills, you can easily create a Facebook page (or other social website op-tion) where you can promote your business to the local community and reach out to your clients with special offers. You can use this site to demonstrate your salon’s commitment to the community in charitable endeavors, show off the work of stylists in pictures, give tips to clients for seasonal looks or healthier hair and skin and speak to human interest stories of staff or clients – all in a way that your clients (or prospects) can connect to in a social and emotional way, rather than just giving a sales pitch.

Be present in your community, provide comfort and indulgences to your clients and use this aspect of the products and services you provide to reach out to new clients.

Elizabeth Kraus is the founder of Be InPulse Marketing and Design in Auburn, Washington and the author of 12 Months of Marketing for Salon and Spa. Email the author at [email protected].

READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com

New Comfort-Marketing Mandate


First Step™ Footspa & Salon Disinfectant

Call (800) 578-1444or email [email protected]

www.sensuoussolutions.com

Client Safety & Satisfaction is Our # 1 Priority!

It meets or exceeds all State Board requirements for complete disinfecting ofinterior footspa surfaces, pipes, jets, screens, and pump as it circulates through the entire system.

First Step kills 100% of microorganisms testedagainst non-porous inanimate surfaces when added to the footspa water.

Sensuous Solutions’ ™First Step Footspa & Salon

Disinfectant Cleaner is anEPA REGISTERED,

ONE-STEP HOSPITAL GRADE, Bactericide, Fungicide, and

Virucide used to disinfect pedicure footspas, nail implements, and

salon/barber tools.

Cost EffectiveUse only 1/2 oz. per gallonof water (compared toothers requiring 1 oz.)

Pre-Measured Accuracy

Disinfectant & Virucidefor Salon & Barber Tools

Beauty Business BuzzCharlene Abretske

Let’s Get Ready to Rumble…

Salon Product vs. the Drug Store StuffI bet you hear it every day from your cli-

ents, “No I don’t need any product,” and then they come back for their next appointment and in-ferior products purchased at the drug, grocery, or big box store have ravaged their hair.

If this is happening in your salon then it is time for the gloves to come off and begin to fight back.

You would be surprised what your clients DON’T know about the products they purchase in the beauty aisle. As a general rule, consumers don’t like to make bad choices; remember this as you educate them on the pricing and benefits of what you are offering.

Creating a retail guarantee and posting it in your salon about the products you sell is simple. You must include product guarantee and give the client proof you offer competi-tively-priced items.

Now, more than ever, clients are looking for guidance on how to get the best product for the best price. We have done a great job in

this industry being “exclusive” and “luxuri-ous,” which right now, to consumers, equals too expensive. It’s time to start educating on what salon products have to offer your clients and how your products beat the competition.

One salon owner in Ohio did just that. Merinda recently completed her price com-parison and product guarantee and found out the shampoo from her primary retail line sells in the drug store for $6.00 more than it does in her salon. She then quickly went through several other stores to find out their, “everyday low prices,” were not so low in comparison to the prices in her salon. She also purchased some of the products for her clients to inspect the quality of and to compare to what she was selling in the salon.

Merinda posted the price differences in her retail area on her most popular items. She e-mailed her findings out to her client base and quintupled her retail sales in three weeks.

Make your price comparison fun and have your staff get involved. Many times the top objection from a stylist is that their clients can’t afford the products that are offered. In reality, your clients really can’t afford to waste one more dime on inferior product, right?

Last summer the PBA published their year-and-a-half long study on retail in the

industry and the findings stated, “While sales of products in salons are on the decline, other retail outlets sales are growing rapidly.” You must think about what you have to offer over other retail outlets and get the word out, or your business may be down for the count.

Here are the steps to be successful at retail price comparison:

• Ask every client what they are using on their hair and where they purchased it.

• Place shelf talkers in your retail area with “our price” vs. “their price.”

• Post a product guarantee for your custom-ers including a note that the product can be returned if you are not satisfied, bring it back and we will refund 100 percent of the cost.

• Post in the retail area that all product sales include a complimentary consultation with a professionally educated stylist to show

you what to use, why you chose it for them and how to use it at home.

• Email out monthly retail specials, your clients may run out of product between visits if they are stretching out their appointments. Keep reminding them what great values you offer.

Retail sales are eight times more profitable than your services are to you, and it is time to begin fighting back for your lost retail sales. Walking away from that high of a profit margin will leave your business down for the count.

Charlene Abretske is a business advisor with Your Beauty Network and supports salons and spas with growing their businesses through on-demand back office tools designed for beauty professionals. For more information call (866)364-4926 or email [email protected].


The Power of 10 in 2010As the calendar turns over to 2010, will you be ready to turn around your business? At P&G Salon Professionals they say “Let’s leave the 2009 downturn behind and plan to

WIN in 2010.”Work closely with your manufacturer partner to plan promotions, learn about new prod-

ucts and techniques; find the best educational programs for you and your staff. When asked, “What one thing should salon owners do to turn around in 2010?” these

leaders shared this advice: Nick Arrojo, ARROJO Studio, NYC – Retail is the missed opportunity. Think of

your team as educators to clients, not sales people. Talk to clients about the products they need.

Geno Stampora, Industry consultant, author, motivational speaker – Teach all employees to take personal responsibility for their marketing of their skills and services in the salon.

Adam Broderick, Adam Broderick Salon, Ridgefield, Conn. – Move your focus from revenue to expenses. Look for things to cut that won’t affect the client experience. Find opportunities below-the-line to improve profitability.

Janine Jarman, Hairroin Salon, Hollywood, Calif. and Sebastian Stylist Design Team Member – Create goal boards with staff, using magazine cutouts to visualize. Share with one another to keep the team accountable and working together. Also, develop a clear education plan for the year.

Lois Christie, Christie Salon & Spa, Bayside, New York and president, Inter-coiffure America/Canada – 2010 is all about making clients a part of the whole salon experience with extraordinary service. Take advantage of what major manufacturers offer to help build your business. We are all in this recovery together. Also, joining organiza-tions such as Intercoiffure, where successful owners share ideas and knowledge, is a huge advantage.

Anthony Muti, Creative Director, Mario Tricoci Salons & Day Spas, Chicago, Ill. – Build each staff person’s business and train them to brand their own business.

Larry Silvestri, COO, Mario Tricoci Salons & Day Spa – Watch your inventory and controllable expenses. Use one color line that you can train all your staff on, and use on all of your clients.

John Donoto, Donato Salon + Spa, Toronto, Canada – Up your customer experi-ence by always trying to out-do yourself.

Sab Shad, Erwin Gomez Salon, Washington, D.C. – Make staff training a priority by booking education during the workday. Train soft skills with as much diligence as techni-cal training. Don’t let negative energy pervade the whole salon.

Marie Gaglioti, Dieci Salon & Spa, Livingston, New Jersey – Use the 1:1 time you have with each client to provide solutions, talk about her beauty needs and recommend products that you provide.

P&G’s salon-exclusive brands are distributed in more than 180,000 salons across the globe, including Sebastian Professional, Wella Koleston, Clairol Professional, Wella Professionals, Nioxin, Graham Webb, Back to Basics and Halo. For more information visit http://www.pg.com.

NEW

(1-877-557-8722).


www.OhioSalonInsurance.com1-800-862-7767

Call for a free quote

YLT EDS YE OCN UA RR WUASYNI

Don’t assume you are covered,

KNOW you are!

Start Your New Year with...

We Insure: Hair Salons Franchises Booth Renters Tanning Salons Nail Salons

The Nail Extension Vicki Peters

Doing Nails in Today’s Economy

People turn to me for advice about the nailtech business; some of those are reaching out for some direction to take their career.

Other educators get the same requests and we do our best to help and mentor our fellow beauty professionals. Now, more than ever, I’m getting more emails and calls from trou-bled people worried about today’s economy, even from veteran techs.

Recently I received this email from Lisa C. that hit home with me. I’d like to share her questions and how I answered and hope it fuels some ideas and inspires us all to hang in there through these tough times.

“Hi, I’m Lisa C. and I’ve been doing nails for 10 years but the problem I have is going from class to the real salon world. I don’t know why but I just can’t build a good clientele. I refuse to quit the industry because I love it and believe I can make money too. Sometimes I think my work just depends on people’s pocketbooks and you can’t make them buy if they don’t want to, even if you know better than they do. How do you get through this tough economy? I need to see something finally transpire and need help using my license in the greatest job I’ve ever known. I don’t know whether we need better education or more opportunity.”

Do not lower your prices. Yes, we want to keep people out of the discount salons but you need to offer quality services and explain to your clients why you charge higher prices. So develop a dialog that you share with each client that explains this. Be consistent and say it to every client.

Here is an example: Have I ever told you about the sanitation procedures I do for every client? I want you to know how safe your service is so this is what I do. I never reuse anything and all implements are washed and then it goes into an EPA registered disinfectant for 10 minutes. I always wash my hands as I ask you to do before each service.

This may fuel questions so be sure to an-swer them without being negative about other salons and techs. Just make yourself look more educated with your information. They will sit and think about the other salons they have been to and will see the difference.

About Add-ons — Here is where you can really set yourself apart. Add-ons are an inexpensive way to give the client more value without having to spend a lot of money. Why not hand and arm massage every client – even full sets and fills. Hand scrubs are another way to add on to the service. When your client comes in hand her a small paper cup with enough scrub for her as she goes and washes her hands prior to her appointment. Then

when you finish, apply lotion and massage her freshly exfoliated skin.

Retailing — I have heard from my friends with salons that have done well through the recession that they have not lost any of their clients; however they have lost the extras like retail. This is the perfect time to offer special lo-tions and scrubs that can be packaged in a basket and purchased for gifts. Put a little effort into choosing soap, lotion and scrub, make labels on your computer, find cute, inexpensive contain-ers and baskets, and make something unique to sell. Valentine’s Day and Mother’s Day is coming so plan ahead.

Marketing — What have you done recently to market yourself and your services? Marketing can be free if you know how to work it right. Send press releases to the local TV and newspapers. Make sure you include a photo that complements the subject of the press release and send it digitally via email.

Marketing is working the edges of your business and quite frankly, I’ve found that most techs don’t do any marketing. You can’t sell your services if you don’t tell people about them. Start by marketing in your chair. Men-tion to every client that you’re looking for new clients. They see you only when you’re busy so they do not know you need more clients unless you tell them. When the client comes back in for her service after she has recom-mended a new client you need to do some-thing special for her, like paraffin dip, extra long hand massage, etc. That will mean more than a discount on her service.

Lisa C said, “Sometimes I think my work just depends on people’s pocketbooks and you can’t make them buy if they don’t want to, even if you know bet-ter than they do.” I agree with this but what are you doing to make them buy? This is where the nail tech can fail, they do not know how to get past that. We need business and sales skills that are not taught in beauty school.

Do your homework, visit the local bookstore, and get some books on building customer service, business and sales skills. Even though it might not always apply most of the techniques in the books can teach you skills that we need in business. You need to learn how to sell yourself inside and outside the salon. Doing nails for a living is much more than skill, it’s about customer service and business skills as well.

Lisa said “I need to see something finally transpire” and I agree, however we need to do something to make it happen; it’s not going to happen all by itself.

Vicki Peters is a 28 year veteran master nail tech, competition champion, judge, international educator, author and manufacturer and serves on the Nail Manufacturer Council. For more information visit www.vickipeters.com or email her at [email protected].


TURN ON to ThermaFuse

Offer available only at

Now only$9900

www.salonware.com1-800-362-9467

$17500

Try MeOFFER

26 PRODUCT COLLECTION

$175 Let Us Introduce YouFUNDAMENTALS Salon CostColor Care Sulfate-Free Shampoo Say goodbye to dullsville $9.25Color Care Condition Put a healthy lock on your color $9.25Moisture Sulfate-Free Shampoo A jolt of healthy, nourishment $9.25Moisture Condition Drench away stubborn dryness $9.25Strength Sulfate-Free Shampoo High potency cleansing and nourishing $9.25Strength Condition Rebuild, detangle and shine $9.25Thermadan Shampoo Relief from itchy, flaky dandruff $9.25Thermadan Condition Give hair and scalp and once-over $9.25Volume Sulfate-Free Shampoo Fatten up your hair $9.25Volume Condition Eliminate flatness, flyaways and flops $9.25

TREATMENTSAsset Astringent Calm down itch in a flash $7.50ColorBrite Sulfate-Free Shampoo Get to the root of problem hair $9.25Intense Repair Rich with protein building blocks $8.75ThermaCare Condition $8.50

STYLERSBoost High power protein root lifter $8.50Coil “S” curves ahead $8.50Control Gel Head-turning hold $8.50Esculpt Not to stiff, not too light $8.50Fixxé Pump up fine, limp hair $8.50Shine Polish Absolutely brilliant $7.50Straight Forget about the frizzies $8.50TAC Take hair where it’s never been $7.50

SPRAYSNuapé Ultra-firm brilliant finishing touch $9.25Supporté Do-it-all non-aerosol spritz $8.25Uphold No holds barred versatility $9.50

PROFESSIONAL PRODUCTEight Elixir All natural tool for problem hair - does 8 amazing things $12.00

FREEPOP-IN-A-BOX (+25 consumer brochures and price lists) $50.00 value

SALON VALUE $230.50SALON SAVES $55.00PLUS FREE POP $50.00 value

SALON COST $175.00

SAVE24%

Limit One Per Salon. Quantities Limited.

Available at

www.salonware.com1-800-362-9467

Welcome to the world of ALL-NUTRIENT® Cream HaircolorThe Colorist’s Choice for Superior Results and Healthier Hair

PRoFESSIoNAL CREAM HAIRCoLoRALL-NUTRIENT®

Certifi ed Organic Cream BaseExclusive Maximum Pigment System Ensures Maximum Amounts of Pigment in All Shades

Perfect Depth of Color – Total Gray Coverage – All Shades!Exclusive MicroProtein System for Effective Repair and

Restructuring Inside the Hair FiberPerfect Results – Less Complicated – Easy to Mix

• Sulfate-Free Haircolor• Lowest Levels of Ammonia

• Even Distribution of Color Deposit and Intensity• Greater Conditioning System

• Ultimate High Lift Blonde Collection• Ultra Vibrant Selection of Fade Resistant Reds

• Incredible Tones - Shimmering Translucent Shades• Permanent, Demi, Semi, Toners, Fillers

• Cost Effective 3.5 oz / 100g Tube

When was the last time you were excited about haircolor?When was the last time you were excited about haircolor?

The Colorist’s Choice for Superior Results and Healthier Hair

PRoFESSIoNAL CREAM HAIRCoLoRALL-NUTRIENT®

ALL-NUTRIENTCHALLENGE KITOur Hair Color Will Out Perform Yours!

Try It for Yourself and SEE THE DIFFERENCE!

Challenge Kit Includes:One Tube Each — 5N, 6N, 7N, 5R, 6T

One —20 Volume Developer 16oz.With a Printed Swatch Chart

$15.00Limit One Per Salon. Quantities Limited.

10 | JANUARY �010 | OHIO STYLIST & SALON

After hearing the warnings of the reces-sion coming last year, I made the decision I would not participate in the upcoming economic downturn. Let me tell you why.

In 2007, I had the opportunity to travel to Japan and visit with the vice president of one of Japan’s largest haircolor companies (62 percent market share). We were talking about what the future held for us and I asked the group, “What do you see in the future for our global economy and how are we going to deal with it?”

They said, “A tsunami is coming; we need to create new opportunities and diversify.”

It’s been over two years since I heard that and I am reminded daily the wis-dom behind those words every time I see examples where positive action is taken and there is abundance to be gained…. Even in challenging times such as these.

Now, as at no other time, perception equals our individual and collective reality. Those who choose to see doom and gloom around them believe what they think to be real and act out there lives accordingly.

On the other hand, those of us who choose to use our vision to see and create new opportunities, perhaps in ways never thought of before, are increasing our personal and professional abundance . The former is Life by Default and the later is Life by Design.

This is not to say we are all immune from the reality of the effects the economy is hav-ing on us all. It is that space between what we are receiving and how we deal with it.

Believe it or not we have a choice how we react to this reality placed before us. Do we allow the circumstances to dictate our profit or loss or do we find positive alternatives to grow beyond the status quo. It’s a matter of choice. Some say “Maybe if I wait ,things will get better,” or “If only they would do something to fix this.”

Most of the world lives out their day-to-day lives by abdicating their power to someone or something else they believe is more powerful and has more influence than they do. They do so only because they are hoping they will act in our best interests. We only have to look at the state of our current economy to see the long term effects of what happens when this scenario is played out on the global economic playground.

Can we raise the price of our salon and

spa services in these times? Yes, if we can achieve the goal of exceeding the perceived value of our services. Is the service we provide far above and beyond that expected by our clients? Do we provide value added services that give added, unexpected satis-faction to our salon and spa guests?

Will our clients purchase our profes-sionally prescribed salon products instead of over-the-counter consumer brand products even at an added price point? They will if the features and benefits to the client are presented in a way that gives greater value to our salon brands over the big store products and shows a real visible difference.

Are our product and service offer-ings current with new market trends and customer demand? Are we open to the suggestion of extending ourselves beyond the expected and are exceptional in our delivery? If we can answer these questions in the affirmative then our added value can command a higher price.

Sadly, many in a downturn resort to discounting their services thinking this will create a new and expanded client base. First of all, discounting services costs the provider money as price point differential must be deducted as a loss. It also dilutes the value of the service.

The experienced stylist creates customer incentives to pay the established price point for their products and services. Bundling services and products at a percentage saving to the client has been very successful in many business models.

Customer loyalty rewards are another incentive that encourages continued growth and client retention. The costs of doing business either individually or as a busi-ness are continually rising. So a reasonable percentage increase in fees is necessary to stay ahead of the curve.

If we choose abundance instead of reacting to scare tactics, we will be taking on a mindset based on growth. If we see ourselves as greater than what we used to be and act accordingly with back-up support of continued improvement in the services and products we offer we will thrive in any economic situation. Just remember it’s a matter of choice.

Jerry Tyler’s column Blue Highways is his “Road Less Traveled” perspective on the solutions and challenges facing the beauty industry. Jerry Tyler has been a stylist since 1975 serving as the former artistic director for Vidal Sassoon Academy and currently as Director of Education for Carlton Hair salons. He is also a licensed cosmetology instructor and has served as President of the California State Board of Barbering and Cosmetology.


Blue Highways Jerry Tyler

Thrive or Survive in Today’s Economy... It’s a Matter of Choice Esthetic Endeavors

Judith Culp

New Beginnings, New Opportunities

The new year brings with it new begin-nings and new opportunities.

This is good news. The esthetics industry has been hit significantly by the economy in some areas of the country.

Now, more than ever, clients are discrimi-nating in how they spend their dollars. They still want our services but we have to make sure they feel they are getting the “best bang for their buck.”

We are all doing this. We are not just spending, we are evaluating how we are spend-ing those hard earned dollars a little more carefully.

It’s time to go back to the business plan. We need to evaluate every service we offer, every product we use and retail. We need to ask ourselves, does each of these offer results and quality that will please our clients? Are there ways to enhance the value we are offer-ing to our clients? What can we do to enhance the value of our services without increasing the cost to offer them?

Do we have products or service options that are languishing because we have forgotten about incorporating or up-selling them? Maybe it’s time for a revival. Is there a service that used to be popular but now you find you are no lon-ger offering it? Why? Has it been replaced with something better or just forgotten?

Are there products that are slow movers? Why? It’s time to evaluate and be ruthless in your scrutiny. Are the price points in line with your business vision? What about packaging? Maybe it’s time for a sale.

What you can’t move in a reasonable time – donate to a worthy cause. There is usually a group that provides shelter and transition for women in crisis or victims of domestic violence. These folks will be delighted to take your un-sold items. Some people also do well marketing them via Craig’s list or E-bay and these are op-tions if you don’t mind the time involved but be sure to remember to cover your shipping costs in addition to the selling price.

Before replacing these items use the evalu-ation you just performed to help analyze and determine if they should be replaced and if so, what specifications must the new product meet. Not only does it have to be a wonder-ful product, it needs to meet the needs of the clients specifically served and must give them value. This involves understanding our demo-graphics and having a clear target market. We need to know our special niche.

It’s important to know exactly WHY clients would come to us as opposed to the great technician down the way. If this uniqueness has gotten foggy then start off the new year

right by clarifying that. What can you offer that will make you unique? This can be a product, a service, a technique or ambiance.

The new year also brings out everyone’s determination to make a fresh start and do some self-improvement. This makes it a perfect time to do the winter skin care series. Microdermabrasion, peels, facial toning all are wonderful ways to help the client’s skin look and feel more youthful. Even better, they are non-invasive and have no down time. Add value to the series by including a distressing or other bonus to the service rather than just discounting.

It is important to keep in mind it’s not always the lowest price people look for, it’s often the best value. Sometimes clients want to do mini-versions of a treatment to try and bring down the price. If they do a mini-version, will they get the same benefit? If not, then we may be doing the client a disservice rather than giving them a plus. Both microdermabrasion and peels benefit from being done in a full facial treatment so that hydration, serums or light therapy can enhance their result.

Consider this: the Senate is considering a five percent tax on cosmetic medical proce-dures including both surgical and non-surgi-cal techniques to help finance health care coverage. If passed, the bill will take effect in January 2010. The good news is our esthetic services will not be affected by this proposal. If it passed, we just gain a marketing opportunity.

New beginnings may also include new ways we are staying in touch with our clients and keeping them up to date about new things we are offering or reminding them of the benefits we can give them. This might be by sending out e-blasts, e-newsletters, Facebook, Myspace, twitter or a fresh look for the busi-ness website.

The abilities we have now to share infor-mation without the expense of postage and printing are awesome. Success is dependent on keeping client contact information updated and also allowing them the ability to opt-out if getting too much mail is creating a negative experience. What about a “special client’s club” where they get an extra bonus for belong-ing (financial or appointment commitment required. What about a coupon of the month club or posting?

Beginnings are opportunities and now is the time to assess our products, services, and business to make sure we can take the best advantage of them.

Judith Culp, a CIDESCO Diplomat has been in the esthetics industry since 1980. A CPCP permanent makeup technician for over 20 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 informa-tion visit www.estheticsnw.com.



Ohio Attorney General’s Office Helps Protect Small Businessesby Richard Cordray, Ohio Attorney General

Small businesses, including many salons, are the backbone of Ohio’s economy: Most Ohio businesses have five employees or fewer.

These small businesses with few employ-ees often do not have the resources to take action against those that may act unfairly or deceptively towards them.

The Attorney General’s Office has long worked to stop scams that affect individual consumers. But businesses often operate in the marketplace just like individual consum-ers. They purchase goods and services from other businesses, and they too are targeted by scams. In the past, this office has read Ohio’s consumer protection laws narrowly and has made no efforts to protect such entities against predatory conduct or other abuses.

We have changed that. The Attorney General’s Office now will accept and process complaints from small businesses that have been treated unfairly or deceptively in the marketplace. They too need recourse if they are taken advantage by scammers who engage in fraudulent or unfair business practices.

If you have ordered a product that has not been delivered, received shoddy services from another business or otherwise been ripped off, you can file a complaint with my office. We offer an informal dispute resolution service through which we may be able to resolve your complaint and help you get your money back. Your complaint may also give us evidence we need to take legal action against scammers.

To file a complaint online, please go to www.OhioAttorneyGeneral.gov/Business or call our Help Center at (800) 282-0515. Should you have any other concerns or fur-ther questions about what the Attorney Gen-eral can do to assist businesses, please contact our point person on small business assistance, Tara Brown, at (614) 644-8376 or [email protected].

Cut It Out TrainingsAdditionally, I hope that you can benefit

from the outstanding partnership between my office and the Board of Cosmetology. We continue to partner with the board to offer Cut It Out trainings, which are designed to teach salon professionals the warning signs of domestic violence. Upcoming Cut It Out trainings include:

Jan. 25, 2010 Dee’s Cutting Salon 1475 Schrock Road Columbus, OH 43229March 15, 2010 Sharing Salon Secrets The John Nolan Business Center 3251 Highland Ave Cincinnati, OH 45213

The above trainings are open to any styl-ists who would like to attend. For more infor-mation about these trainings, or to schedule a Cut It Out training at your salon, please call my office at (800) 582-2877 or visit www.OhioAttorneyGeneral.gov/CutItOut

•

•

Some designers

take you to the edge...

When you need to look great in print, call Holland Graphics, Inc.

1-888-297-7010 x 204or learn more at www.stylistnewspapers.com/hollandgraphics.html

Are you a distributor trying to reach your

current customer with bi-monthly specials?

Do you need help obtaining and organizing

bi-monthly promotional artwork for publication?

Do you need fl yer, ad design, or other graphic services?

We push you over.

STYLING CHAIRS & CHAIR ACCESSORIES

1� Maly’s reserves the right to correct print errors. Prices are subject to change without notice.

A BELVEDERE - MONDO STYLING CHAIR

The Mondo Styling Chair off ers a “retro” style with molded maple plywood

set and back shelf. Back and seat cushions are removable for cleaning and/or

replacement. Laminate options are available.

prices begin at $995

B BELVEDERE - ARCH PLUS STYLING CHAIR

The Arch Plus G2 off ers wood arm rests, arm pads in a beech fi nish, painted

frame and a comfortable seat.


C KAEMARK - GISELLE HYDRAULIC CHAIR

The Giselle 23” wide body chair combines superior lumbar support with

closed arms. Base, footrest and 6 vinyl options available.


D BELVEDERE - BELLE STYLER

The Belle Styler off ers a classic style that’s compatible with any salon decor.

The styler includes a bright chrome frame, molded armrest pads, padded and

upholstered back and seat.


E BELVEDERE - KALLISTA STYLING CHAIR

The Kallista Styling Chair features accent stitching on the seat and back, foam

padded upholstery, contoured back for support and cast aluminum arms.

Shown on painted round base. Base and fabric color options are available.


F BELVEDERE - VIOLET STYLING CHAIR

The Violet Styling Chair off ers a classic design with chrome tubing supports,

upholstered armrests and a fi xed back.


G COLLINS - MAGNUM XL HYDRAULIC CHAIR

The Magnum XL Hydraulic Styling Chair measures 23” between the arms with

oversized, padded cushions and covered by the Beauty Industry’s Best Warranty.


H SAVVY - ALL-PURPOSE STYLING CHAIR

The All-Purpose Styling Chair includes black upholstery, round chrome

hydraulic base, footrest and an inside seat width of 19”.

$419

I SAVVY - STYLING CHAIR

The Styling Chair features a seat width of 19 ½“ and a round chrome base. The

chair includes black upholstery and a footrest.

$249

J COLLINS - HACKNEY BARBER CHAIR

The Hackney Barber Chair features a heavy-duty base, custom quilted

upholstery and a concealed in-the-back reclining mechanism that releases

from either side of the chair. Pictured with optional Collins Barber footrest.


K BELVEDERE - ADMIRAL BARBER CHAIR

The Admiral Barber Chair features a synchronized footrest that raises when

the back is reclined, calf-support pad with a large aluminum footrest platform

and a reclining back with adjustable and removable head rest.


L COLLINS - COMMANDER BARBER CHAIR

The Commander off ers quilted upholstery, pneumatic back release and extra

thick Maple arms. Color options available.


•

•

•

•

•

•

•

•

•

•

•

•

A

B

C

D

E

H

F

G

II

J

L

K

Malys 09 Furnishings Catalog - 314 14

5/6/2009 2:00:58 PM

STYLING CHAIRS & CHAIR ACCESSORIES

A BELVEDERE - MONDO STYLING CHAIR

The Mondo Styling Chair off ers a “retro” style with molded maple plywood

set and back shelf. Back and seat cushions are removable for cleaning and/or

replacement. Laminate options are available.


B BELVEDERE - ARCH PLUS STYLING CHAIR

The Arch Plus G2 off ers wood arm rests, arm pads in a beech fi nish, painted

frame and a comfortable seat.


C KAEMARK - GISELLE HYDRAULIC CHAIR

The Giselle 23” wide body chair combines superior lumbar support with

closed arms. Base, footrest and 6 vinyl options available.


D BELVEDERE - BELLE STYLER

The Belle Styler off ers a classic style that’s compatible with any salon decor.

The styler includes a bright chrome frame, molded armrest pads, padded and

upholstered back and seat.


E BELVEDERE - KALLISTA STYLING CHAIR

The Kallista Styling Chair features accent stitching on the seat and back, foam

padded upholstery, contoured back for support and cast aluminum arms.

Shown on painted round base. Base and fabric color options are available.


F BELVEDERE - VIOLET STYLING CHAIR

The Violet Styling Chair off ers a classic design with chrome tubing supports,

upholstered armrests and a fi xed back.


G COLLINS - MAGNUM XL HYDRAULIC CHAIR

The Magnum XL Hydraulic Styling Chair measures 23” between the arms with

oversized, padded cushions and covered by the Beauty Industry’s Best Warranty.


H SAVVY - ALL-PURPOSE STYLING CHAIR

The All-Purpose Styling Chair includes black upholstery, round chrome

hydraulic base, footrest and an inside seat width of 19”.

$419

I SAVVY - STYLING CHAIR

The Styling Chair features a seat width of 19 ½“ and a round chrome base. The

chair includes black upholstery and a footrest.

$249

J COLLINS - HACKNEY BARBER CHAIR

The Hackney Barber Chair features a heavy-duty base, custom quilted

upholstery and a concealed in-the-back reclining mechanism that releases

from either side of the chair. Pictured with optional Collins Barber footrest.

The Admiral Barber Chair features a synchronized footrest that raises when

the back is reclined, calf-support pad with a large aluminum footrest platform

•

•

•

•

•

•

•

•

•

Malys 09 Furnishings Catalog - 31 1

5/6/20091:58:29 PM

A

B

C

D

E

F

G

1-800-452-2620Offers Valid Through December 31, 2009

13

SCENTSATIONS™LOTION MINISGreat stocking stuffersand client gifts inour Clementine &Mistletoe fragrance.20 - 15 mL (.5 fl oz)$25.00

GREAT GIFTS.SMALL PACKAGES.

CUCUMBER HEELTHERAPY MINISGive the gift of smoothmoisturized skin.16 - 15 g (.5 oz)$31.95

SOLAROIL™ MINISPerfect for sampling orthanking your clients.40 - 3.7 mL (.125 fl oz)$49.95

A PERFECT PAIR.FREE COLOUR.Purchase award-winning SolarOil™ and receive a FREE Nail

Colour. A dynamic duo in nail care!Visit cnd.com to view CND’s entire new Colour range and

enter our nail competition! Grand prize winner will join us in

NYC for Fashion Week!

TAKE A POWDER.35% SAVINGS !PERFECT COLOR. PROVEN FORMULA.

Contains award-winning Retention+™ Liquid and one FREE Perfect Color Powder.RETENTION + PRE -PACKContents:

Retention+ Sculpting Liquid473 mL (16 fl oz)FREE Perfect Color PowderNeutral Pink – Opaque104 g (3.7 oz)

$57.95Value: $89.45Available for a limited time.While supplies last.

SOLAROIL PRE -PACKContents:SolarOil

68 mL (2.3 fl oz)FREE ColourFireberry #5269.8 mL (.33 fl oz)


5 years in a row!

5 years in a row!

Brisa UV lamp$125.00Salon Value: $224.95

For A Limited Time Only!

1-800-452-2620

TAKE A POWDER.35% SAVINGS !PERFECT COLOR. PROVEN FORMULA.

Contains award-winning Retention+™ Liquid and one FREE Perfect Color Powder.RETENTION + PRE -PACKContents:

Retention+ Sculpting Liquid473 mL (16 fl oz)FREE Perfect Color PowderNeutral Pink – Opaque104 g (3.7 oz)


9.8 mL (.33 fl oz)


5 years in a row!

5 years in a row!

2NOVEMBER | DECEMBER 2009

1.800.328.5010 | 952.935.4420 | www.beautycraft.comSpecials and pricing subject to change. Subject to availability unless otherwise indicated. No C. O. D. fees with Visa, MasterCard, Discover, American Express

Catch the Wave!ONDASOFT PERM PACK

Buy 5 Get 1 FREE!#1 or #2 Mix and Match!

plus Receive a Literof ACP Sulfate-FreeShampoo of your choice

$29.25Salon Value $52.10

The first haircolor to promise the PERFECT VISION of brilliant, long lasting color and superior condition every time. Formulated with IT&LY’S “next generation” of pure pigments and our exclusive ACP/ADVANCED COLOR PROTECTION COMPLEX with the most effective UV filters and antioxidants available to reduce free-radicals, protect , strengthen and extend color longevity and inten-sity during and after the color process.

• Ideal for classic or fashion-forward color design.

• Total gray coverage at every level with perfect tonal accuracy.

Fall/Winter 2009 Trend ReleasesIT&LY Hairfashion and Beauty Craft invite you to an “Academy on

Tour” Presentation of Fall/Winter 2009 Trend Releases. See the

newly-released Colorly 2020 Essential shades (Chocolate, Arctic

and Flaming Reds) and the latest cutting techniques and color

trends from the IT&LY Academy in Milan, Italy.

For more information or to purchase tickets, call: 952-935-4420

BUY YOUR TICKET TODAY!Seating is Limited.

featuring IT&LY Cutting Director and two-time International World Champion, Daniel Ruidant and IT&LY Creative Team Member, Mark Carr

Career Investment:$45 or $65 at the door

(each ticket includes one drink ticket)

GROUP TICKETS:Buy 3 get one FREE

NOVEMBER 9, 20092:30 pm - 5:00 pm5:00 pm - 6:00 pm

(wine & cheese reception)

Courtyard by Marriott1625 South 67th St.Omaha, NE 68106

2020V I S I O N

IT&LY’s new COLORLY 2020 withACP/Advanced Color Protection isnow, more than ever – The color

that defines the art.

Choose 1 FREE from the following:ACP Restructurizing Shampoo #2107 Liter

ACP Volumizing Shampoo #2108 LiterACP Nourishing Shampoo #2109 LiterACP Chelating Shampoo #2110 Liter

FREE!

2020 VISION: easy to formulate, mix and apply for perfectly consistent results every time.

2020V I S I O N

Purchase $100 worth of It&ly HairColor, receive an It&ly 2020 Display Cubes Set for FREE!3 piece full color display cube setValue: $28.20#2193014

Purchase $200 worth of It&ly HairColor, receive an It&ly 2020 Totem Display for FREE!18” wide x 62” high - full colorValue: $39.97#2193130

Holland Graphics, Inc., parent company of Stylist & Salon Newspapers,

offers a full range of graphic design services for beauty distributors,

manufacturers, and professionals specializing in bi-monthly

promotional catalogs, � yers, ad design and more.

12 | JANUARY 2010 | OHIO STYLIST & SALON

SALON OPENINGS

AT TEN TION DAYTON BEAUTYPRO FES SION ALS Would you like to makemore money? Set your own hours? Be yourown boss? Now you can. Sa lon Ven tures hasopened a new lo cation at 2260 N. Fairfield Rd.in Beavercreek. Our fully fur nished, high-end studios are the per fect place to ca ter to theneeds of your cli ents in the pri vacy of your own space—without the cost and wor ries of over-head and with out pay ing com missions. We’lleven help you take care of the de tails like se cur-ing your busi ness li cense and ob taining in sur-ance. To sched ule a pri vate tour of our new fa -cility call toll free 1-877-836-8570, [email protected], or visitwww.SalonVentures.com. Con tact us to day!Our stu dios are going fast!

BOOTH RENT Bridge town / West ernHills area. Seek ing Stylist & Part-time /

Full-time Nail Tech - com petitive rent, greatlo ca tion, park ing, spa cious, cus tom sta tions. Call (513)256-6996

IT’S A GREAT TIME TO ADVERTISE INTHE Ohio Styl ist Classifieds! If you place your ad online at: www.stylistnewspapers.com you willget $10 OFF YOUR SEC OND MONTH OFAD VER TIS ING!

FAIRVIEW PARK - SA LON SEEK -ING LI CENSED BAR BERS, COS-

ME TOL O GISTS AND NAIL TECHSBring your cli entele. Vaedallyn Sa lon & Spa,21080 Lorain Rd., Fairview Park, Ohio 44126. (440)333-1533 or (440)263-2335

GOR GEOUS DOWN TOWNCINCINNATI SA LON BOOTHRENTAL OR COM MISSION FOR GETLOW COMMISSIONS AND SALON POL I-TICS. LEARN TO BE COME AN IN DE-PENDENT CON TRACTOR. KEEP YOURHARD EARNED $$$’S. ALL CALLS CON FI-DENTIAL. (513)721-5110 (513)244-2546

LEASE OFFERS

NEW YEAR STIM ULUS PRI -VATE SUITES PACK AGES: We

can save you up to $260.00 per month atAngélique Sa lon & Day Spa SUITES. Whypay more when we of fer the same ame nities as our com petitors? Our suites have lockabledoors, larger, and more af fordable. We haveavailable suites for Bar bers & Hair stylists. For more in formation visit us at 6120 BoardwalkStreet, Co lumbus, OH or call Mrs.Angélique at (614)985-5920.

NORTH CAN TON SA LON SUITES ~Private suites ~ Free Rent ~ One dou ble - onesingle available ~ Call Rob ert (440)653-9554

20 CHAIR / ES TABLISHED / FULL SER -VICE / UPSCALE SALON - LO CATED IN SYL VAN IA, OHIO has 4 booth rental op por-tunities for Hair and Nail pro fessionals - 1 Bar -ber, 2 Hair stylist / Beau ticians, and 1 Nail Tech-nician. Great high traf fic lo cation to expand your business. Contact Michael (419)882-4262 or(419)509-4722 for details and incentives.www.klassickuts.net

COLUMBUS ~ OAK LAND PARK ~TIGHT CUTS BAR BER & BEAUTY SA -LON IS LOOK ING FOR GOOD STYL-ISTS Booth rental is ne gotiable un til cli entelepick up. 1435 Oak land Park or con tact(614)537-1855

BROADVIEW HTS. - BOOTH RENTALPrestigious sa lon seek ing styl ists to be an in de-pendent busi ness owner. Take your ca reer tothe next level. Set your own hours and workwith a great team. CALL (440)476-8054

SALARY /COMMISSION

LOOKING FOR A CHANGE? Anna Lee’sSalon, Powell, OH ~ Friendly sa lon lookingfor ex pe ri enced Hair styl ist with clientle.Commission 55-60%. Call Pat (614)888-6998or [email protected]

IT’S A GREAT TIME TO ADVERTISE INTHE Ohio Styl ist Classifieds! If you place your ad online at: www.stylistnewspapers.com you willget $10 OFF YOUR SEC OND MONTH OFAD VER TIS ING!

TEAM VICKI EX PANDS! Team Vicki is ex -panding and we are in terested in sea soned pro-fessionals that are ready for a new chal lenge intheir ca reer and want to be part of the in dustry’smost talked about team. Our goal is to build ateam of Coaches na tionally that has pas sion fored u ca tion and is will ing to sup port the ed u ca tionprogram with product sales. Please send yourresume to: [email protected].

SHOPS FOR SALE

PARMA SA LON FOR SALE Rent very rea -sonable. 6 chair sa lon, pedicure room, 3 roomsalready wired for tan ning or can be used for mes -sage etc. Salon was just up dated, new floors,heat ing and cool ing, elec tric, dec o rated, paintedand new ceiling. Equipment only 3 years old.Close to high way. Call Maria (440)888-3535


FULL SER VICE SA LON AND SPAFOR SALE 5,000 sq. ft. up scale, es tab-

lished cli entele and staff. Owner re tiring.Building also available. Price is right!! West ofCleveland — call (440)258-7088.

IN CRED I BLE LIVE / WORK OP POR TU -NITY IN SPRING FIELD, OHIO! In ti matesalon for sale in cludes most equip ment and theattached 2BR/1BA apartment. 1-car ga rage andonly 1 block to lo cal school. Ex clusively mar-keted by Real Es tate II and Kate Wil son. Call (937)207-7737 for more details.

USED EQUIPMENT

HYDRAULIC CHAIRS FROM $75 Sta tionsstarting at $80. Re ception desks from $75. Shampoo bowls from $80. Manicure ta blesfrom $40. Mirrors, mats and more. BUY INGUSED EQUIP MENT. (419)215-7009 To ledowww.salontechnical.com

FIVE BLACK STATIONS WITHFOUR MIR RORS Three sham poo units

& desk (cream / teal), four mats, pedicure chair. All nice shape - must sell! Call (330)717-5024

NEW EQUIPMENT

EL E GANT NAIL SUP PLY: We whole saleand re tail New & Used Sa lon Equipments, Sa lonFurniture and all brand-name prod ucts OPI,IBD, Gena, Cre ative, LaPalm… We of fer on linecon tin u ing ed u ca tion. Please visit our websitefor more in for ma t ion:WWW.ELEGANTNAILSUPPLY.COMPhone: (937)258-0608 or 1-888-308-6308

SERVICES

PRO FES SIONAL SHARP EN ING -MAS TER SHARP ENER Ul ti mate

Edge Tech nology. $20. Get them to me - I’llship them back free! Sat isfaction guar anteed.(740)682-6747. Check or money or der to: Pre -cision Sharpening, 18766 State Route 279, OakHill, OH 45656

REACH OVER 18,000 BEAUTY PROFES-SIONALS IN OHIO. For as lit tle as $40/monthyou can ad vertise to ev ery sa lon and bar bershop in Ohio. Go to www.stylistnewspapers.com.

EDUCATION

LEARN NEW TECH NIQUESTHROUGH DVD’S - FREE CAT-

A LOG Hair cut ting & styl ing, clipper & ra -zor cut ting, hair col oring, wed ding styles &updo’s, makeup, fa cials, man icures and ped i-cures, wax ing & hair re moval, mas sage, andspa & body treat ments. 800-414-2434 -www.VideoShelf.com

LORAIN COUNTY JOINT VO CA-TIONAL SCHOOL ADULT CA REERCEN TER CON TIN U ING ED U CA TION /AD VANCED ED U CA TION CLASSES forHair, Skin, Nail Care Pro fessionals - Sunday April 26, 2010 9:00 a.m. –6:00 p.m. Call for in for-mation (440)774-1051 ext. 2254 www.lcjvs.com

THE ENNEAGRAM Deal ing with Differ-ent Per sonalities *Learn to deal more ef fec-tively with cli ents, co-workers & others*Grow in un der stand ing what mo ti vatesyourself & oth ers *Learn how to avoid hid -den self-de feating pat terns *Dis cover how tocreate en thusiasm for change ~ Class dates: January 25 ~ Feb ruary 8 ~ Feb ruary 22 ~March 15 ~ March 22 *4 hour ($45) and 8hour ($120) CEU’s *In structor only classes~ (419) 866-9281 [email protected]

BUSINESSOPPORTUNITIES

MAKE $100 PER HOUR SHARP ENINGSCISSORS AND CLIPPERS. I will beatanybody’s price on any equip ment andtrain ing. (408)439-9161

SELL JEW ELRY IN YOUR SA LON! Adda lit tle ex tra $$$ in your pocket. Of fer fun,fashionable and af fordable jew elry at your sta -tion and watch the profits roll in. No sales ex -perience needed, prod uct will sell it self. Smallstart up costs. Fash ion and style go hand inhand. THIS IS THE PER FECT RE TAILAL TER NA TIVE FOR BOOTH RENT-ERS. Call Lisa to find out how (503)348-4537.www.cookielee.biz/lisakind

14 | JANUARY �010 | OHIO STYLIST & SALON

Foolproof UpdoingTake the Guesswork Out of Updoing!

For a Seminar Near You Visitwww.foolproofupdoing.net or call 419-346-7699

8 CE Hour Seminars OfferedThroughout Ohio

Intense hands-on, low student to teacher ratio for personal education. Learn a “system” that teaches you how to do ANY updo. You can look at anypicture and know exactly what to do to recreate it.

JANUARY 2010NEW Classes offered by Joyce Provens: How Money Works or

Show Me the Money Offered on Mondays; Professional Stone Mas-sage Offered on Sundays, Columbus, OH (614)353-5091

Elite Continuing Education presents 8 Hour Continuing Educa-tion Online Course for Salon Professionals, www .elitecme.com

17: Songs of the Sidhe Day Spa presents Massage Certification, Kent, OH (330)592-0874 sidhedayspa.com

18: Songs of the Sidhe Day Spa presents Aromatherapy Signa-ture Services, Kent, OH (330)592-0874 sidhedayspa.com

18: Review for Successful Salon management testing presented by Joyce Provens (eight CEU’s), Columbus, OH (614)353-5091

24: Songs of the Sidhe Day Spa presents Massage Certification, Kent, OH (330)592-0874 sidhedayspa.com

24: Clipper Cutting presented by Joyce Provens (four CEU’s), Columbus, OH (614)353-5091

25: Aesthetic Resource Unlimited presents Winter Aesthetics Symposium - Advanced Clinical Aesthetics Seminar, Beachwood, OH 1-866-615-1133 www.aestheticresourceunlimited.com

25: Songs of the Sidhe Day Spa presents Aromatherapy Signa-ture Services, Kent, OH (330)592-0874 sidhedayspa.com

25: Review for Successful Salon management testing presented by Joyce Provens (eight CEU’s), Columbus, OH (614)353-5091

31: Lorain County Joint Vocational School presents Continuing / Advanced Education Classes for Hair, Skin & Nail Care Professionals. (440)774-1051 ext. 2254 www.lcjvs.com

31: Focus On Image presents Training the Trainer, Lancaster, OH (740)687-1171

FEBRUARY 20101: Review for Successful Salon management testing presented

by Joyce Provens (eight CEU’s), Columbus, OH (614)353-50911-26: Westmore Academy of Cosmetic Arts presents Hairstyling

for Print, TV and Motion Pictures, Burbank, CA 1-877-978-66737: Introduction to Swedish Relaxation Massage , Middleburg

Heights, OH (330)273-37077: Clipper Cutting presented by Joyce Provens (four CEU’s),

Columbus, OH (614)353-50917: Songs of the Sidhe Day Spa presents Massage Certification,

Kent, OH (330)592-0874 sidhedayspa.com8: Songs of the Sidhe Day Spa presents Aromatherapy Signature

Services, Kent, OH (330)592-0874 sidhedayspa.com8: Review for Successful Salon management testing presented

by Joyce Provens (eight CEU’s), Columbus, OH (614)353-509114: Songs of the Sidhe Day Spa presents Massage Certification,

Kent, OH (330)592-0874 sidhedayspa.com15: Songs of the Sidhe Day Spa presents Aromatherapy Signa-

ture Services, Kent, OH (330)592-0874 sidhedayspa.com15: Review for Successful Salon management testing presented

by Joyce Provens (eight CEU’s), Columbus, OH (614)353-509121: Clipper Cutting presented by Joyce Provens (four CEU’s),

Columbus, OH (614)353-509121: Philip Pelusi and Hausfields Salons and Spa present The

Philip Pelusi Concierge System, Springboro, OH 937-424-5690.21: Songs of the Sidhe Day Spa presents Massage Certification,

Kent, OH (330)592-0874 sidhedayspa.com

JANUARY 201030-2/1: International Salon and Spa Expo, Long Beach, CA 800-

468-2274 www.probeauty.org/isse

FEBRUARY 201015: Sidlab Hair Couture Event, DreamBOX Theater at the Jupiter

Hotel, Portland, OR rsvp at [email protected]: Spa & Resort Expo and Conference, Los Angeles, CA

www.spaandresortexpo.com www.medaestheticsconference.com20-23: Bronner Bros. Mid Winter International Hair and Beauty

Show, Atlanta, GA, www.bronnerbros.com28-3/1: The Makeup Show LA, Los Angeles, CA (212) 242-1213

www.themakeupshow.com 28-3/1: ABA Canada - Toronto, Canada www.abacanada.com

MARCH 20107-9: IBS NewYork, New York www.ibsnewyork.com7-9: International Esthetics, Cosmetics and Spa Conference IESCS

New York, www.iecsc.com7-9: Professional Beauty London, www.professionalbeauty.

co.uk/london13-15: Day Spa Expo, Las Vegas, NV www.dayspaexpo.com14: Beauty School Forum, Barristar Productions, Orlando, FL

www.barristar.com 800 SHOW-43214-15: ABA Canada - Montreal, Canada www.abacanada.com14-16: Professional Barber & Beauty Show 2010, Ponce, Puerto

Rico www.sanjuanbeautyshow.net21-22: Spectrum International Beauty Expo, Los Angeles, CA

www.spectrumintlbeautyexpo.com 310-680-736721-22: BSG Cosmoprof Beauty presents Nashville Fashion

Focus, Nashville, TN www.fashion-focus.net 27-29: America’s Beauty Show, Chicago, IL call 1-800-648-

2505 www.AmericasBeautyShow.com27-29: America’s Expo for Skin Care and Spa, Chicago, IL

www.AmericasExpo.com or call 1-800-648-2505.22-29: America’s Latino Beauty Congress, Chicago, IL call 1-

800-648-2505 or visit www.AmericasBeautyShow.com/Congreso.28-29: Beauty School Forum, Barristar Productions, Anaheim, CA

www.barristar.com 800 SHOW-432

APRIL 201010-12: International Congress of Esthetics and Spa, Miami

Beach, FL 1-800-471-0229 [email protected]: BSG Cosmoprof Beauty presents Biloxi Fashion Focus,

Biloxi, MS www.fashion-focus.net18-19: Beauty School Forum, Barristar Productions, Phoenix, AZ

www.barristar.com 800 SHOW-43221-22: BSG Cosmoprof Beauty presents Spring Style Show, San

Jose, CA www.springstyleshow.net24-26: IBS Las Vegas, www.ibslasvegas.com24-26: International Esthetics, Cosmetics and Spa Conference

IESCS Las Vegas, www.iecsc.com

25-26: BSG Cosmoprof Beauty presents Seattle Fashion Focus, Seattle, WA www.fashion-focus.net

25-26: ABA Canada - Winnipeg, Canada www.abacanada.com

MAY 20102: Beauty School Forum, Barristar Productions, Minneapolis, MN

www.barristar.com 800 SHOW-4322-3: ABA Canada - Edmonton, Canada www.abacanada.com2-3: BSG Cosmoprof Beauty presents Baltimore Fashion Focus,

Baltimore,MD www.fashion-focus.net2-3: CCA Regional Stylz Symposium, Redding, CA 800-482-

3288 www.the-cca.com2-3: Intercoiffure Spring Symposium, Miami Beach, FL intercoiffure.us16-17: International Congress of Esthetics and Spa, Dallas, TX

1-800-471-0229 [email protected]: The Makeup Show NYC www.themakeupshow.com16-17: Salon Spa Vision, Austin, TX www.salonspavision.com16-17: ABA Canada - Vancouver, Canada www.abacanada.com20-23: The Aesthetic Show, Las Vegas www.aestheticshow.com23-24: Armstrong McCall Houston Fashion Focus, Houston, TX

www.armstrongmccall.com

JUNE 20106-7: Premiere Orlando, FL 800-335-7469 www.premiereshows.com6-7: Premiere DaySpa Conference, Orlando, FL 800-335-7469

www.premiereshows.com13-14: ABCH 2010 Energizing Summit, Los Angeles, CA (310)

547-0814 www.haircolorist.com26: Nail Networking Event of the Smokies, Gatlinburg, TN

(270)799-3637

JULY 201018: 20th Annual North American Hairstyling Awards (NAHA 20),

Las Vegas, NV www.probeauty.org/naha 1-800-468-227418-20: PBA Symposium “Consumer Culture”, Las Vegas, NV.

1-800-394-5436 www.probeauty.org/symposium18-20: Cosmoprof North America, Las Vegas, NV 1-800-557-

3356 www.cosmoprofamerica.com18-20: PBA Beacon, Las Vegas, NV 800-468-2274x117 www.

probeauty.org/symposium/beacon25-26: California Cosmetology Association 81st Annual Con-

vention, Manhatten Beach, CA www.the-cca-com 800-482-3288

AUGUST 20107-10: Bronner Bros. Mid Summer International Hair and Beauty

Show, Atlanta, GA, www.bronnerbros.com

SEPTEMBER 201012-13: Armstrong McCall Southwest Fashion Focus, Glendale,

AZ www.armstrongmccall.com26-27: International Congress of Esthetics and Spa, Long Beach,

CA 1-800-471-0229 [email protected]: Worlds Fair, Austin, TX www.armstrongmccall.com

Raising Prices in a Tough EconomyBy Jon Gonzales

Salon owners, like business owners across industries of every kind, are struggling in this tough economy to make a profit.

Many salon owners are trying to find solutions to these challenges by trial and error. In an effort to keep top hairdressers, salon owners may have resorted to any number of the follow-ing: recruiting top stylists from their competitors; paying commissions that are too high; or renting out stations just to survive.

Raising prices of services, individual stylists and/or products, are options you may want to consider. Here are a few tips to keep in mind:

Positive Word of Mouth Referrals and Salon Demand – Referrals will be your score card in helping you decide when and how to raise prices. Monitor your customer return rate for each member of your team. If your referral rate is high, then you should consider raising your prices.

It is important to note before you raise prices, you must first create a demand, and then consider raising prices with individual salon team members, or raising prices for the entire salon.

Raise Salon Prices not Commissions – Raising prices is a win-win situation for salon owners and rewards your hairdressers for their hard work and dedication.

Deciding When to Raise Prices – Once you’ve created a demand for services and have a high rate of customer returns and referral, adjust your pricing as needed. However, if your salon is not busy, you may have to keep your existing prices stable until you are able to create a demand for your services. The best time to raise prices is 2-4 weeks before your busy season.

Rule of Thumb for Price Raises – Generally, small increments are best. Chemi-cal services can be raised by $5.00, or hair cut prices by $2-3.00 depending on your salon’s reputation.

Getting the Message Out – Before you announce price increases to your clients, have an all-staff meeting to discuss the changes. Be sure your staff knows how to present the increase in the best light. Once you’ve met with the staff, create a simple sign that can be displayed near your sign-in or reception desk. List the services and/or team members that are affected. A simple “Thank you for your understanding and continued patronage” statement goes a long way.

Jon Gonzales is president and founder of Hairdresser Career Development Systems, which is dedicated to educating and guiding hairdressers and salon owners on their journey to success. To learn how Hairdresser Career Development Systems can help you move to the next level in your journey visit: www.HCDS4you.com.


WHAT’S NEW IN THE MARKET

Starting January 1, 2010

The Brittany Group is

the new home for...

Exclusive Distributor for Ohio

888-892-6382 / www.thebrittanygroup.comHave 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.

WHAT’S NEW IN THE MARKET

2

1

3

4

5

1. Get Cash Advances from Your Future SalesTired of buying product or supplies, or even paying rent, and then being “short-on-cash” until

customers sit in the chair? Payvanc, a service from SalonSwipe, can help eliminate the headaches and frustrations of up-front cash flow by using future sales to get a cash advance.

Payvanc is similar to a line of credit, providing immediate access to a cash advance. Cash advances can be repaid using three convenient payback options. As a Payvanc customer, you can get cash the same day without a credit check; without hidden fees; and, without ever being turned down.

Payvanc can also process automatic rental payments for chair renters and owners. Salon profes-sionals can leverage Payvanc services to minimize the up-front outflow of cash needed to operate a business. Partner programs are available for wholesale stores, distributors, salons and independent contractors. To learn more, please call 1-877-725-6690, or visit www.Payvanc.com.

2. Keeping Up with the Beauty IndustryThe Beauty Industry Report (BIR) executive newsletter serving the salon industry, provides behind

the scene information about trends, products, people, companies, associations and events. Exclusive re-ports give inside scoop on what’s really going on in the beauty business. Get the unfiltered facts needed to help predict industry trends, stay on top of leadership shifts and keep ahead of the ever-changing industry. Each issue includes updates, reports and opinions that have been distilled to concise, manage-able chunks of information to fit quick, on-the-go lifestyles.

In addition to writing and publishing the BIR, Mike Nave does sales and marketing consulting and works with a number of professional beauty product marketers. Visit www.bironline.com or e-mail [email protected] for more information and to get a subscription.

3. Magic, a New Shampoo ExperienceMagic No H20 Volumizing Dry Powder Shampoo by Sidlab Haircouture is a dry shampoo that has

no paraben or sulphates, and requires no water or washing. Magic is perfect for days clients don’t have time at home for a traditional shampoo. A simple application renews and revives hair giving fuller more luminous body and movement. Magic removes oily patches around the hairline and disappears effort-lessly with natural color.

Magic is a translucent dry powder, great for all hair colors and types that will cleanse and absorb oils and dirt. Give thirsty hair a break and encourage full, touchable, natural looking hair with this super natural powder. Contact Sidlab at (503) 358-0782 or email [email protected].

4. Zara Wigs Partners with SalonsTapping into the salon industry, Zara Wigs, a leading retailer of handmade, lace-front wigs for

all ethnicities, has expanded their product line by offerings salons the chance to offer private wig consultations.

“Many salons might be surprised to learn that lace-front wigs appeal to a wide variety of demo-graphics,” said Jeanette Hopkins of Zara Wigs. “African American women are not the only ones looking for beautiful hair care options. We have clients across all ethnicities and on all continents.”

Zara Wigs provides salons with a quality, branded product that clients feel confident in wearing. Offering top-quality blonde, bruenette and black hair wigs made of 100% human hair. Tied to a lace base with two lace options, French or Swiss, Zara Wigs are a collection of top-quality Remy hair wigs.

Consultants for Zara Wigs have found that customers who have experienced hair loss or extensive damage often times feel more comfortable with closed-door consultations, rather than visiting a wig store, making salons the ultimate haven for those seeking hair care options.

For more information or to make a purchase, please visit www.zarawigs.com.

5. Peroxide that Conditions from YUKO Beauty YUKO, the Japanese beauty company known for their revolutionary hair straightening system, has

created a 3% and 6% peroxide that actually helps to condition hair during the coloring process. This is due to the addition of Aqua Gold Water. Brittle and porous colored hair can now be a thing of the past for clients. Hair is simply left silky and radiant.

The YUKO company’s breakthrough technology of adding water-soluble Gold to beauty formulas allows the peroxide to almost immediately improve the chemical reaction and allow for more visibly even color application.

The 3% formula is 10 volume and the 6% offers 20 volume. Both formulas are for professional-use only, and packaged in a new easy-to-hold, easy-to-pour bottle. For more information call 1-877-YUKO-SYS or www.yukobeauty.com

Documents

0110 OH Stylist · new you-name-it plugged-in hybrid models. 6) The Price Is (Still) Right. 2009’s headline spa story was the industry’s aggressive response to the global recession