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The California Stylist is a regional trade newspaper for the beauty industry in the state of California. It focuses on the business of the beauty industry for hair, skin and nails.
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Top Trendsto watch forin 2011
Short-Term Solution or Long-Term Strategy?
Rules for Investing in Your Salon
Courageous Creative ColoringCover Photo Courtesy of
Intercoiffure America | Canada
CALIFORNIA
& SALON NEWSPAPER
THE BUSINESS OF: HAIR | NAILS | SKINCARE
FEBRUARY 2011 | VOLUME 15| NUMBER 9 | ISSUE 177
2 | FEBRUARY 2011 | CALIFORNIA STYLIST & SALON
CALIFORNIA STYLIST & SALON is mailed free of charge to licensed salons and barbershops and beauty schools in California. Circulation is restricted to mem-bers 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 COPYRIGHT 2011 by Holland Graphics, Inc. and/or the bylined authors or photogra-phers. 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, recording 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 State Boards of each state. Publication of adver-tising contained herein does not constitute endorse-ment. Columns are the opinions of the writers and not those of the publisher. California Stylist & Salon assumes no responsibility for the claims of any advertiser in their paid advertising nor in the promotional material they provide either orally or in writing. Advertising does not imply that the 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 California 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 $25 payable to HOL-LAND GRAPHICS, INC. to Subscriptions, California Stylist, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221. Address changes require old mailing label.
California Stylist & SalonVolume XV, Number 9, Issue 177
February 2011
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.californiastylist.com
Publisher Holland Graphics, Inc. Managing Editor Lisa Kind Production Manager Joel Holland Advertising Director Marcy Avenson Classified Sales Kelly Smith
Contributing Writers: Judy Culp, Jerry Tyler, Jaime Schrabeck,
Charlene Abretske, Neil Ducoff, Marco Pelusi, Kimberly Johnson, Jayne Morehouse
California Board of Barbering and Cosmetology
Kristy Underwood, Executive Officer
George Riley’sProfessional Beauty Center
www.georgerileyspbc.com
1.800.303.3630
George Riley’s PBC 1.800.303.3630 www.georgerileyspbc.com
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4 | FEBRUARY 2011 | CALIFORNIA STYLIST & SALON
In this issue...
12
15
6
On the cover...INTERCOIFFURE AMERICA•CANADAGlamorama CollectionPhotography: Julia PogodinaColor: Jo Blackwell-Preston, Dop Dop SalonHair: Vivienne MackinderHair Assistants: Rosemary Tejeda, Brian Woobanks, Vivian Hong & Maria DrakopoloulosMakeup: Anetta KlemensFashion Stylist: Veronika Ossi
Top Trends in 2011. . . . . . . . . . . 4Blue Highways . . . . . . . . . . . . . 6Beauty Business Buzz . . . . . . . . . 8The Nail Extension . . . . . . . . . . 10Esthetic Endeavors . . . . . . . . . 12O� the Top. . . . . . . . . . . . . . . 14California Board News . . . . . . . 14The Mane Objective. . . . . . . . . 15Classi� eds . . . . . . . . . . . . . 16-17Better Business . . . . . . . . . . . . 18Calendar . . . . . . . . . . . . . . . . 18What’s New in the Market . . . . . 19
Blue HighwaysEven when we are bombarded with many new opportunities, it is critical to have a desired result in mind. Utilizing short term and long-term strategies and action plans will help you stay the course toward the realization of your dreams.
Esthetic EndeavorsEvery clinic wants to o� er the hottest, most innovative ser-vices. However, to make it a wise business decision, it is important that these additions match the culture and demographics of your facility.
The Mane ObjectiveOur road to economic recovery is still quite shaky and uncertain as we kick o� the new year. The good news is that we can get creative in order to continue to prosper.
Top Trends to Watch for in 2011by Jayne Morehouse
The New Year offers a new frontier in beauty. With the economy rebounding slowly, clients are spending more on salon services and products again, but with an important difference. They want to buy the best but feel like they are getting a great value.
They want expertise backing up their purchase. In addition, they want to feel good about their decisions.
When you can tap into those emotions through your service menu, your product recommendations and your expertise, they will feel connected to you. In fact, listening to your clients and meeting their needs accordingly will drive your business growth. Here is a checklist of top trends to get you up to speed.Eco-Smart Products that Really Work
In the past, you had to choose between natural formulas and spectacular results. Today, that is no longer the case. Thanks to scientific breakthroughs, natural and organic can go hand-in-hand with performance. Add in all of the negative press about potentially harmful ingre-dients in popular beauty services and products, and consumers are asking for natural like never before. That means you will need a portfolio of healthier alternatives. This is in addition to, or in place of what you currently offer to show your clients you are listening to them.
Luckily, there are plenty of brands from which to choose. The Zerran Reform Natural Hair Straightening System is a botanically based vegan method for straightening hair permanently without keratin, formaldehyde or any other harsh chemicals. The Tela line from master hairdresser and salon owner Philip Pelusi offer organic with a performance edge. Iden International offers multifunctional products that tap the power of bee propolis combined with botanicals.
Many cosmetics lines now have a natural positioning. Skincare and even nail product companies are getting involved. Just be sure to read the ingredients before purchasing prod-ucts to make sure the marketing is not hype. Customized Niche Products
In today’s world of ultimate customization, clients want to feel that you are catering just to them with the products and services you offer. For example, curly girls want to know that you have the special skills needed to cut and style their hair – both curly and straight – and the products for them to take home to get the looks between salon visits.
Companies, like DevaCurl, were founded especially to care for curly hair, while Jane Carter Solution, Curls and Mixed Chicks give clients with dry, curly, textured and multiracial hair the moisture they need to spring to life. The same is true of colored hair, problem nails, oily facial skin or dry body skin.
The key is to take your learning beyond the label and the product knowledge to another
level of expertise. The value your clients will place on your new expertise will result in stronger loyalty and increased service and product purchases for all of their beauty needs.Time Savers for Both You and Your Clients
In today’s world, time is precious. In fact, the lack of time is one of the top stressors peo-ple face. However, if you save just five minutes an hour, by the end of a 12-hour day, you will have gained an extra 60 minutes. Wouldn’t you and your clients love that?
Beauty product marketers have caught on and are developing their products to meet that need. Last year, Kenra Professional launched Platinum Blow-Dry Spray. Not only does it dramatically decrease blow-dry time, but it helps blowouts last longer. Many tool com-panies offer wet-to-dry flat irons, saving you a step, and powered-up blow dryers, like FHI Heat’s EPS 2100 Blow Dryer, which can cut drying time by 50%. Again, add that up over your day, and you will be able to squeeze in two more clients without missing lunch.Working Together
In an age where email and social network-ing have us connecting via computer to more people more than ever— hello, high school friends!— but increasingly isolated on a physical level. We are spending more time online, even when we are physically with our friends. This year, it is important for both your professional and personal well-being to connect with your friends, professional colleagues, even your distributor salon consultants and the educators for the products you carry IN PERSON. Social Networking
And speaking of connecting, chances are, you are using Facebook and other social media personally. However, are you tapping their potential for your professional life? If not, start searching for salons, stylists and other beauty professionals on Facebook and see how they’re using social media to position themselves as experts to their clients, driving new business, sharing the newest information from their product partners and sharing their stories—but in a way that’s meaningful to their clients.The More You Know
It is worth repeating: At no time has con-tinuing education been more important. With product companies speaking directly to your clients through their advertising, websites and social media, and consumers sharing stories of their best—and worst—experiences online as fast as they can type, you have to stay a couple of steps ahead—or risk having them know more than you do about the newest product category, service or trend. Education is avail-able everywhere you turn—from shows and classes to DVDs and online and in your favor-ite professional newspapers, like The Stylist!
Jayne Morehouse is president of Jayne & company, a full-service brand com-munications agency. Reach her at [email protected] or visit her agency pro� le on Facebook at http://on.fb.me/dVIvHW.
The Makeup Show LA Returns to the West CoastThe Makeup Show LA returns to the West Coast with more inspiration than ever.
Held February 26-27, 2011 at California Market Center in Los Angeles, California, the professional-only beauty event will bring together the biggest names and talent in the indus-try. offering an opportunity to network and hear inside tips and techniques directly from the best in the business, The Makeup Show LA is a must- attend event for all professionals in the business of makeup and beauty.
During the two- day event beauty professionals will receive exclusive offers, be the first to see products unveiled, participate in hands-on workshops, and get inspired through rare appearances from keynote speakers who have touched the faces of Lady Gaga and the cast of GLEE (to name a few).
The Makeup Show travels around the world from LA, NYC, Chicago and Berlin. Bringing each destination a unique convergence of artists and community, where beauty professionals are sure to find an artistic energy that will inspire any beauty buff, from the passionate beginner to the seasoned professional.
For a list of participating brands, educational speakers, schedule of events and prices, please visit www.themakeupshow.com.
Reserve Your Spot Today! 888-297-7010 x207
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• Current Statistics — Visitors: 24,828 | Pages 96,899 (per month)
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ADVERTISERS: INCREASE YOUR EXPOSURE
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Blue Highways Jerry Tyler
Short-Term Solution or Long-Term Strategy?
As we fast-forward into this new year full of untold promise, I find myself reminded of how important it is to have a clear vision of what we want to achieve.
Even when we are bombarded with many new opportunities, it is critical to have a desired result in mind.
This is of paramount importance now, at the beginning of the year, more than at any other time during this year’s journey.
The collective voice broadcast to us from the media and our industry seem to be say-ing, “We are not out this yet,” however, there are new frontiers being crossed and victories won that help us feel we are on our way.
Before we can move forward, we need to have a clear picture of what we want to real-ize in the end. If we are waiting for someone or some entity to guide us in the best direc-tion, we will be waiting for a long time. It is important to remember how we got here in the first place. Many of us trusted that our hoped-for end result was indeed attainable in the long term, and that the powers-that-be
had our best interests in mind. After over two years of turmoil and
uncertainty, the reality is that no matter how badly we want things to be the way they were, they will never be that way again. The ques-tion now is which way we turn.
Shall we seek a short-term solution? Or follow a long-term strategy? In the end, short-term solutions have limited ben-efits and possible negative results.
The answer is not an either, or approach; it is a question of what each solution will provide.
Sometimes, in critical or threaten-ing situations, drastic solutions are needed immediately. However, short term problem solving needs to be coupled with a long term planning strat-egy in order to bring real, lasting results.
Although the short term results may be immediately gratifying, this can be potentially dangerous to your long-term plan. They can rob you of the incentive to put your long-term plan in action, eventually leading to a
long-term vacuum, waiting to be filled with more short-term actions.
In contrast, the long term requires more from the individual or business, as it takes a constant and vigilant effort to keep their vi-sion focused on the desired long-term goals. These individuals must see the measured short-term goals and successes as steps along
the way to their desired long-term goals. These are the smaller com-ponents that make up the larger Big Picture.
To achieve true abundance, the larger picture cannot be com-promised for short term or immedi-
ate benefit. When the focus is only on the short term, the larger picture can get lost or disappear altogether.
The brands in business and in life that are truly built to last are committed to maintain-ing a balance between the short term and long term. They are constantly aware of where they are, in relation to where they need to be. They are continually shifting the short term
to stay in alignment with their long term de-sired goals. Critical to staying the course long term, are perseverance and unrelenting faith.
Many mistakenly believe that a long term grounded approach lacks the passion of the quick fix, or the creativity of the short term, fast lane view of life. Both long term and short term have different operational models and outcomes, yet they both require being in the moment, and knowing where you are at any given moment.
Utilizing short term and long-term strate-gies and action plans will help you stay the course toward the realization of your dreams. A desire for continued growth and abundance in all aspects of our professional and personal worlds, coupled with our willingness to “go the distance,” will help us to achieve the best possible end result.
Remember, your passion to achieve your goals will always be your greatest ally.
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 Industry Relations 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.
READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com
Shall we seek a short-term
solution? Or follow a long-term
strategy? In the end, short-term
solutions have limited benefits
and possible negative results.
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Doug Martucci
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Dr. Hayel Said
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Ivan Castillo
Michael Page
Roy Peters
Pamela Pacheco
Tamara Dahill
Leo Lapierre
Franco Marino
Ken Cassidy
Larry KopsaKris McGinnis
Bonnie Ray
Mary Petillo
Brenda Amaral
Jay Marshlick
Trisha Kemp
Paul Morrison
Erin Vigen
Jan Caruso
Courtney von Berg
Kathy Partin
Tony Fanelli
Denise M. Fraser
John Halal
Glenna Bray
Gerd Hoher
Lea Baseili
Jimmy Weldon
Craig Miller
Peggy Sue Schmoldt
Sharon Esche
Lisa Kelley
Julie Lazarof
Lenny Strand
Jessee Skittrall
Andi Makowski
Dennis Metcalf
Tom DispenzaKimberly Bregal
David Velasco
Andrea Schumate
Gary Gerard
Don Westbrook
Lisa Kelley Alexander Irving
Ame Metcalf
Andre Nizetich
EnErgizing Summit
You arE cordiallY invitEd to attEnd thE 2011
June 12-13, 2011 - LAX MArriott HoteLWWW.HAirCoLoriSt.CoMSponSorEd bY thE amErican board of cErtifiEd haircoloriStS
We Are The 2011 Energizing Summit Educators,We Want to Improve Your Haircolor Skills!
Jim Bower
Doug Martucci
Misael Aponte
Dr. Hayel Said
Melanie Nickels
Teresa Reagor
Aura Mae
Flonnie Westbrook
Ivan Castillo
Michael Page
Roy Peters
Pamela Pacheco
Tamara Dahill
Leo Lapierre
Franco Marino
Ken Cassidy
Larry KopsaKris McGinnis
Bonnie Ray
Mary Petillo
Brenda Amaral
Jay Marshlick
Trisha Kemp
Paul Morrison
Erin Vigen
Jan Caruso
Courtney von Berg
Kathy Partin
Tony Fanelli
Denise M. Fraser
John Halal
Glenna Bray
Gerd Hoher
Lea Baseili
Jimmy Weldon
Craig Miller
Peggy Sue Schmoldt
Sharon Esche
Lisa Kelley
Julie Lazarof
Lenny Strand
Jessee Skittrall
Andi Makowski
Dennis Metcalf
Tom DispenzaKimberly Bregal
David Velasco
Andrea Schumate
Gary Gerard
Don Westbrook
Lisa Kelley Alexander Irving
Ame Metcalf
Andre Nizetich
EnErgizing Summit
You arE cordiallY invitEd to attEnd thE 2011
June 12-13, 2011 - LAX MArriott HoteLWWW.HAirCoLoriSt.CoMSponSorEd bY thE amErican board of cErtifiEd haircoloriStS
We Are The 2011 Energizing Summit Educators,We Want to Improve Your Haircolor Skills!
Jim Bower
8 | FEBRUARY 2011 | CALIFORNIA STYLIST & SALON
Beauty Business BuzzCharlene Abretske
Rules for Investing in Your Salon
It seems everyone has advice for investing in your business. Everywhere you look, there is this product or service which will grow your business past the point you could have ever imagined it.
If we listened to advertisers, we would be convinced that our businesses could not survive one more day without the products and services they offer. “Newer,” “better” and “must have” products and services are not always your best choices for investment in a small to middle range business.
Beauty product companies are masters at marketing to their demographic; they have spent millions of dollars figuring out what pushes your “buying buttons” and they are very successful. Unfortunately, most salons and spas do not have an unlimited budget, and need to de-termine the best ways to spend their money.
Where do you start? There are three good rules for investing in a salon or spa:
1.) Will this save me time or money?
This is a good rule, especially when investing in technology. For exam-ple, you may want to purchase user-friendly salon software. Yes, technology should help streamline your business; however, you will want to make sure to keep up on training and updates for your software.
I have seen salons fork out thousands of dollars for the purchase of the software, and find out later that they need to purchase education packs and pay extra for updated versions. Look for software that has online education, allows free calls to the help desk, and provides you with updates free of charge.
2.) Is the initial cost and investment for training and marketing relatively low in comparison to the potential gain?
This can be a very deceiving question. Believe me; salespeople have this broken down for you in every possible way. From “This will be only as much as a latte from Starbucks” to “It will pay for itself immedi-ately.” Ask yourself, “Who will train my staff on how to use it and how to sell it?” The seller should provide product training, along with a method or a specific targeted market to sell it to; if they do not provide these things, find a company who does.
The next critical part of this investment lies in getting to know your clients’ needs. What appeals to you as a salon professional may not appeal as much to your clients. They may be wishing for an easier way to book appointments or better overall customer service, rather than having the newest teeth brightening system, clip in hair piece or latest pomade. If you are unclear about what your clients expect from you as their salon or spa of choice, it is time to conduct a survey. The information you will gain from your clients is the number one thing you need to know about your business.
3.) What is the cost and what could I lose if I do not invest in this?
Sometimes, we forget the basics, like training and development for our team, hav-ing a marketing plan and monthly budget, as well as maintaining our profit and loss state-ments. These items are not only basic, but are also essential for any business, especially
salons and spas that are customer service driven.
You may have the most beautiful, stylish and convenient location possible for your busi-ness; but without exceeding expecta-tions in customer service, paying strict attention to finances and finding strategic
ways to bring in clients, the business will eventually fail. Believe me; I understand it is a lot more fun to think about spending your budget on remodeling with top of the line items than it is to think about your profit and loss statement. Remember this, customers do not come back to your salon because the shampoo bowls look like they belong in the Museum of Modern Art. They come back because they know you provide them with the customer service they expect from a beauty professional.
At the end of the day, what we choose to invest in can make or break our business. Investing wisely will make you more money for the fun items down the road, and will allow you the peace of mind to enjoy yourself and your role in your business. Avoid being caught up in the sales pitch. Instead, keep your desired result firmly in mind.
Charlene Abretske is an independent business advisor. To reach her email [email protected] or call (760)453-1882.
READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com
www.fortierinsurance.com • www.the-cca.com
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Customers do not come back to
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Love Your Hair
Introducing
INDEPENDENT SALON SERVICESSan Jose, CA 888.478.4481
www.independentss.com
SWEIS, INC.Torrance, CA 877.633.1717
www.sweisinc.com
SWEIS, INC.
Exclusive DistributorsIn Northern California
and Nevada Call:In Southern California
and Nevada Call:
10 | FEBRUARY 2011 | CALIFORNIA STYLIST & SALON
Top 5 Beauty Insurance Misconceptions
1
2
3
4
5
Any insurance agent knows all about the needs of my beauty salon.Only a specialist who likes and respects your business, and truly understand the needs of your salon, will get you the most complete coverage at the lowest price.
Any insurance policy will cover my business.Only someone who really knows the beauty business well can offer a program tailored to your unique needs.
My insurance premium costs too much!There are many variables in any insurance program. You need to verify that you have the proper coverage at the lowest price.
My landlord doesn’t care about my insurance coverage.Your landlord cares about all your operations, especially your insurance. They even demand a legal interest in your policy.
My insurance policy covers everything, everybody, everywhere!Professional liability, general liability, workman’s comp, health insurance, life insurance, auto, property … they should all be carefully reviewed.
Review your insurance today.
Call us at: 855-257-0088Visit us at: insurebeauty.com
The Nail Extension Jaime Schrabeck
My Trend Wish List for 2011
It is hard to predict where the latest trend in the nail industry. Years ago, who would have anticipated the incredible popularity of gel polish, or the total absurdity of fish pedicures?
The fact that gel polish has become a trend, while fish pedicures have not, suggests that some changes are embraced and others are rejected.
When evaluating a new product, service, technique or business practice, I consider whether it advances my professionalism, pro-vides a workable solution to an existing problem and serves as a safer, more efficient and cost-effective alternative to my present choices.
These criteria help me make informed decisions for my own salon, but do not make me any more prescient. So, rather than attempt to predict trends for the nail industry, here is my wish list for 2011.
Despite the expedience and cost savings associated with using dirty files, tools and foot spas, nail professionals will take responsibility to follow the health and safety rules.
Being “clean” will become the norm, rath-er than the anomaly it is currently. Voluntary
compliance will protect consumers, increase our professionalism and reduce the need for enforcement. Our state boards have enough to do without the added burden of dealing with licensees who know better, but choose to act irresponsibly.
Consumer outreach will reinforce the value of our training and licensure, so that consumers will demand quality services from licensed professionals in licensed establish-ments only. Unlicensed activity will decrease and average service prices will increase when consumers no longer compromise their health and safety for low prices.
Beauty schools will fulfill their mission of education by hiring competent instructors, providing an adequate supply of professional products and preparing students for success beyond licensure.
The significant number of hours spent in school will be utilized optimally to train stu-dents on current techniques and best practices, including proper sanitation. Students will have many opportunities to perform services on real clients rather than on plastic practice hands.
In addition to teaching technical skills, beauty schools will teach students about the legal rights and responsibilities associated with being a salon owner, an employer, an employee and / or booth renter. Salon owners
will compensate their employees legally or treat their booth renters as the independent businesses they are, whichever is applicable. More professionals will protect their busi-ness / financial interests with the appropriate insurance coverage (liability, property, workers’ compensation, etc.).
Beauty professionals (including unlicensed salon owners) will claim ALL their income and pay their taxes. Failing to do so demonstrates a blatant disregard for the law and disrespect for the beauty industry. Unfair competition undermines our professionalism and our industry can no longer afford to be any part of the underground economy.
Nail professionals will eagerly participate in continuing education, whether it is required or not. Given the inconsistent (and that is being generous) quality of beauty school education, all post-licensure education could be considered remedial. However, given the immediacy and accessibility of information, particularly via the internet, there is no excuse for being uninformed. In addition to access-ing industry sources, you will read consumer sources to be aware of (mis)information your clients will undoubtedly encounter. Your cli-ents should never be telling you what is new; that is your job.
Participation in beauty shows and net-working events will reach record numbers, much to the delight of event organizers, manufacturers and educators who invest hun-
dreds of thousands of dollars in showcasing their products. While attending these events, beauty professionals will conduct themselves appropriately, including dressing the part.
Rather than sensationalize the negative, misrepresent the facts and scare consumers, the media will rely on beauty industry experts when presenting stories about professional nail care.
Manufacturers will present their products with integrity, rather than mislead with buzzwords and marketing speak. As product consumers, we have the right to know which ingredients our products contain and we have a responsibility to use them safely and effec-tively. We should know where the science ends and the marketing begins, and not cross that line with our own clients.
Manufacturers of professional products will renew their commitment to salon profes-sionals, through education, research and inventory control. If the term “professional” means anything at all, it suggests that these products are of a higher quality and that professionals use these products in salons to achieve optimum results. If it is only a market-ing term to appeal to consumers, then it is meaningless.
Most trends within the nail industry start in the salon, so start your own trend for 2011 by being the best nail professional you can be.
Jaime Schrabeck, Ph.D. owns Precision Nails, an exclusive nails-only salon in Carmel, California. She can be reached at [email protected].
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12 | FEBRUARY 2011 | CALIFORNIA STYLIST & SALON
Esthetic EndeavorsJudith Culp
Identify Your Target Market Before Making Expensive Purchases
Every clinic wants to offer the hottest, most innovative services. However, to make it a wise business decision, it is important that these additions match the culture and demographics of your facility.
The most important thing a business needs is a solid grasp on who their clients are and what they are looking for. As estheticians, we want to offer skincare to everyone 15 – 85 plus. Everyone needs skincare, right? While this may be accurate, it is very difficult to market to this broad of a demographic. It is much easier to market to a specific demo-graphic group, and do it well, so that your cli-ents help build your business with referrals.
To understand target marketing, this analogy uses McDonalds Restaurants. McDonalds specializes in hamburgers and french-fries. McDonalds does not sell steak. They offer reliable, inexpensive food, fast, in a child-friendly environment. The terms “fine dining” and McDonalds are not in the same ballpark. McDonalds knows their target audience and provides them with what they want. Ask the parents of the four to eight year
olds what happens when the kids get in the car. They will probably say they get requests to go to McDonalds. That is target market-ing. McDonalds lets the kids make the sell to the parents.
It is very easy to create a desired shop-ping list and want it all NOW. However, we quickly realize the purchasing dollars will only go so far. Prioritizing and finding just the right devices or products help stretch those dollars to their maximum. This takes us back to step one, identifying our target client market and knowing what they are looking for. Let’s examine a couple of possible sce-narios for how this might effectively work.
Scenario 1: An esthetician is located in a large college town. She is young and still knows all the girls in cheerleading, dance groups and those who are active in sports. She likes to wax and already has friends from 18-28 that are asking her where she is going to work. Her best business decision might be to locate in a facility that caters to either families or the younger generation.
Her marketing could focus on hair removal, as this service is extremely popular with this age bracket. Her client demographic becomes females and males ages 18-28. Since looking tanned is also popular with this age bracket, our esthetician should also consider adding spray tan services.
The new tanning bed tax laws, as well as the known side effects of tanning beds have combined to make spray tanning a hot new service for 2011. Our esthetician will need to evaluate equipment as well as spray tan products carefully. The spray device itself can range from $300 - $3000.
With careful shopping, our esthetician can start with a reliable but inexpensive sprayer and let it generate the revenue to purchase a more expensive device later on. Just as with the device, the price of the spray colorant does not necessarily equate to the best prod-uct. Our esthetician should check out what is available on the market, its price and spray results. She may find a brand that is half the cost of another brand and be happier with the results. Other considerations would be controlling overspray, noise and supporting retail products. While the manufacturers’ say there is minimal overspray, it still builds up quickly and daily maintenance is necessary to keep the area clean.
In this same scenario, acne treatments and home care, SPF products and makeup for special occasions would also be solid, poten-tially positive considerations. Our esthetician could also consider IPL or laser hair removal services, but would need to consider whether her client base could / would spend the money for these services. This information will help determine if the investment would be worth it after the payments, insurance and maintenance are taken care of.
Scenario 2: Our esthetician is 45ish. Many of the people she knows are concerned about the signs of aging. They perceive our older esthetician to understand their concerns in part
because of her age. This esthetician and her friends have already been using anti-aging prod-ucts and some of them are having injectables.
This esthetician decides to capitalize on her connections with this group and estab-lishes the 40-65 year old female as her target market. While these clients may also desire hair removal treatments, they are baby boom-ers and are mainly interested in everything related to anti-aging. Microdermabrasion, AHA and BHA exfoliation, facial toning, LED therapy, IPL rejuvenation are some key treatment considerations.
Remember to consider de-stressing aro-matherapy treatments or other specialty relax-ation treatments as well. Due to the expense involved with many of these, our esthetician will need to consider her investments care-fully and determine which she should start with, and which add on later. Surveys or questionnaires directed to her potential client base may be helpful in this evaluation.
Sometimes possessing the hot new item is not necessary. For this esthetician, having a good quality microdermabrasion device is more important than having a spray-tanning unit, because her client base will avail them-selves of the exfoliation treatments more than the other. In short, it is all about what best meet the needs of your specific client base.
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.
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2011 Energizing SummitThe 2011 Energizing Summit presented by American Board of Certified Haircolorists
will be held June 12-13, 2011 at the LAX Marriott Airport in Los Angeles, California.“This is going to be a really special year for the Summit. There are a great number
of repeat educators from prior years along with a completely new batch of educators,” remarks Andre Nizetich, President of the American Board of Certified Haircolorists.
This educational event is all about haircoloring featuring classes like Giving the Perfect Consultation by the Metcalfs of Denver, to Courtney vonBerg teaching Mastering Undertones and Lenny Strand of Beverly Hills teaching Working with Pure Tones.
The Energizing Summit is a different type of educational event. With 47 educators teaching 139 classes over two days you pre-select you classes prior to arrival. The classes are small (30 people) which make for a lot of interaction and the opportunity to ask ques-tions of the educators. 23 classes are being held at the same time with most classes lasting an hour and a half.
Hands-on classes are scheduled to last three hours with educators like John Siggers bringing out his entire team of haircolorists to teach Balayage. Siggers travels to France every year to find out the latest Balayage techniques. Other hands on classes include Franco Mareno of New York teaching the Marriage of Color and Cut and Doug Martiucci also of New York teaching Dimensional Mastery.
“Anyone who cares about haircolor has to be at this event! It is without a doubt the nations premiere haircolor educational event,” remarks Martiucci.
For more information visit www.haircolorist.com to sign up for classes. Save 20 per-cent off the ticket price if you register in February.
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14 | FEBRUARY 2011 | CALIFORNIA STYLIST & SALON
Inspectors Have the Right to Inspect the Entire Establishment
Salons aren’t just about barbering and cosmetology services anymore.While the Board doesn’t maintain statistics regarding salons that offer services other
than hair, nails and skin care, and electrology, the Board’s inspectors come across shops that offer other services that are not regulated by the Board on a daily basis.
It is important for shops that offer additional services to remember that the Board’s inspectors have the right to inspect the entire establishment, not just the areas dedicated to traditional barbering and cosmetology services.
Section 7313 of the California Business and Professions Code states, in part:To ensure compliance with the laws and regulations of this chapter, the board’s execu-
tive officer and authorized representatives shall… have access to, and shall inspect, any establishment or mobile unit during business hours or at any time in which barbering, cosmetology, or electrolysis are being performed.”
This means that Board inspectors have the right to inspect all areas of an establish-ment. If your shop has a massage room or a room where permanent makeup is applied, the inspector has the right to inspect that room. The only limitation would be if a client was receiving services at the time of the inspection.
While the service itself is not regulated, the Board’s inspector will examine the facilities for compliance with health and safety regulations. Towels in a massage room, for instance: are they kept in a covered container? Are the various oils that are used properly labeled? Often times, the masseuse or permanent makeup technician will share a room with an esthetician. Are the products related to skin care properly labeled and stored?
Another area where confusion can occur is access to work stations. Inspectors have the right to inspect all stations, as well as any drawers and cabinets in that station, regardless of whether the person who works there is present. Nor does it matter if that person is an employee of the shop, a booth renter, or an independent contractor. Moreover, the estab-lishment must have keys on hand to unlock any cabinets or drawers, regardless of whether the owner is present. Failure to have the keys can mean a citation by the Board.
Remember that you, the shop owner, are responsible for the activities in your shop, so make sure that the people who work for you or on the premises are informed about these rules.
Off The Top Kimberly Johnson
Three R’s to Retention
Building a clientele is not difficult if you commit to the day-to-day behaviors necessary. These day-to-day behaviors can be summed up with the “Three R’s to Retention”: re-booking, referral, and recruiting.
Let’s begin with the easiest of the Three R’s, Rebooking.
This is a great opportunity because it is with a guest who has already chosen to come through your doors and spend time and money with you. All we need to do is make a connection, provide sound technical ability, and offer amazing guest service.
Rebooking a guest starts in the consulta-tion and continues throughout the service – it cannot be an afterthought. A stylist must immediately uncover the client’s need and true opinion regarding their short term and long-term goals, including how often they will visit the salon.
It is important not to use the old state-ment: “I would like to see you again in four – six weeks.” It’s not the timeframe that’s wrong, it works great for many precision cuts and colors, but you should be tailoring the service and the recommendation to your guest’s aforementioned goals. Find the need and set the plan. The plan is a reason to rebook.
When the guest is finished with their ser-vice (no doubt looking beautiful and feeling great), they usually want to thank you with a monetary tip. This is where the second R, Referral, comes in.
You should always have three to five busi-ness cards on hand. Imagine yourself thank-ing the guest for the monetary gesture but instead handing them your business cards and stating, “The greatest tip you can give me is to refer everyone who pays you a compliment
on how amazing you look.” With care and honesty, this shows the current guest your commitment and passion to your craft. In addition, you will earn a few new guests.
Asking for a referral is likely to feel uncomfortable to a stylist. You must come up with a “talk track” (verbiage) that feels genu-ine and real to you. Do not get caught up in judging a co-stylist in how they approach this, just figure out how you would say it instead. This is part of building your business. You need to find a way to come up with feeling like yourself while still doing the things it takes to stay in business in this great industry.
The last of the three R’s is Recruiting. Whew. It is one of the hardest because many people in the general workforce prefer to keep business separate from their personal life. However, you have chosen to be in an industry that requires you to be on your “A” game at all times. Everyone has his or her hair done somewhere. You go to a family gather-ing, into an office, to a party, or to a cocktail dinner and everyone there goes to someone to get their hair done. What an opportunity.
If you were in radio sales or mattress sales, you could never tap into the target customer 100 percent of the time. All you need to do is practice how to invite a person to come and see you. Having the right intent around this invitation is very important. You need to invite but not expect the potential client to take you up on the offer. Be open, casual and sincere. Get this R right and you will see the fun of merging work with pleasure.
I hope the three R’s will guide you to continued success in building your business for a long-term career. Do not let a minute, hour, or day go by without thinking and talk-ing. Use the three R’s and have a great year.
Kimberly Johnson is a successful Cosmetology School owner in Portland, Oregon. In addition, she serves as Director of Business Develop-ment, overseeing a local 12 million dollar salon spa operation with 250 employees with four locations. To reach Kimberly email her at [email protected].
64th Annual Spring Style Show Bigger and BetterBeauty Systems Group presents the 64th Annual Spring Style Show held at the San Jose
McEnery Convention Center on April 10-11, 2011.There will be more classes than ever before with classes filling every available room in
the place. The big focus is on color. There will be color classes put on by Paul Mitchell, Schwarzkopf and Farouk with some classes presented in Spanish for the strong Latino customer base.
OPI will present classes in Vietnamese for the first time ever. Industry favorites Geno Stampora, Vickie Preston, Joe Santy and David Hanen will be there to share their knowl-edge about improving the salon business. There will be 28 technical stages at the show with over 200,000 square feet of selling space and classrooms.
As a bonus this year, a bag of four full size It’s A Ten products will be given out to the first 11,000 attendees with a retail value of $92 which is more than the ticket price.
Visit www.springstyleshow.net for more information. To purchase tickets call 800-544-9227, contact your Beauty Systems Group Salon Consultant or visit your local CosmoProf store. To find a store nearest you call 1-888-912-3463.
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CALIFORNIA STYLIST & SALON | FEBRUARY 2011 | 15
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The Mane Objective Marco Pelusi
Courageous Creative Coloring
We are all tired of hearing about it, and we are tired of living with it. Yet, it is a reality all hairdressers must continue to face head on.
Our road to economic recovery is still quite shaky and uncertain as we kick off the new year.
The good news is that we can get creative in order to continue to prosper. Not only can you be creative with your artistry, it is definitely time to become creative and coura-geous with your business skills set, if you have not already.
The trend for haircolor business has been for clients to stretch out their visits as much as possible, and I am certain you have noticed this. The good news here is that, at the very least, they are continuing to support your business.
Of course, the bad news is that the stream of income trails off gradually. The action step for us is to fill in those gaps with new clients, or more importantly, to entice our existing client base to come back more often and to spend more money.
One courageous option is to get creative with the types of haircolor services you offer. Do not hold back. I hope that you are skilled at foiling. If not, get into a color class as soon as possible this year.
So much money can be made with a set of foils, and it doesn’t even have to be a full set of foils. Offer clients a “casting;” in other words, just a few highlights. It is a great way to get clients into color and to maintain highlighted clients when they are not doing well financially. These highlights can simply be six to eight foils placed through the part, or fringe, or temple areas.
Estimate how many foils you would normally execute within a full head or partial head of highlights, and divide into it to come up with the cost of your casting service. Then, spread the word everywhere that you are now offering this service. Depending on which market your salon is in, or your own individual client base, you can name this ser-vice whatever you like. You could announce it as a huge money saver. Perhaps you could promote it more artistically, as a new service that would be next to impossible to replicate anywhere else.
Find what works best for you. The goal behind this service is to push clients back into your chair, even when they feel they cannot afford you, and to push clients already in your chair to spend a little more money. It is important to stay in touch with all of
your clients throughout the year, even if they do not visit you frequently. Offering a new service like a casting coloring service can give you that perfect excuse to reach out to your client base.
Another amazing service opportunity is the wonderful world of demi-permanent hair coloring. In today’s economy, we need to imaginatively offer color services that will last a while. We must invent color services that al-low clients to feel as if they have experienced some freedom, as far as when they return to see you; in other words, low committal, or non-committal color services.
Demi color has always been a perfect fit for clients who do not wish to commit to haircolor. As you probably know, demi lives in-between permanent and semi-permanent. It was created to last approximately six to eight weeks, while gradually fading on-tone.
Male color clients are a prime candidate for this service. Most men do not wish for anyone to know they color their hair. Women who do not wish to commit to color services will enjoy demi color as well. Virtually any-one who is concerned about cost will whole-heartedly go for demi color. This service is the sleeping giant that we need to wake up during this rocky economic time. In addition, it affords you some inspired creativity behind the chair as well. If you have never used demi color, ask your local sales rep for samples and take a class.
The moral of this story is for you to be creative and strategize which color services it might be best for you to market, based on your clients’ new tailored spending habits. Take a good, hard look at your book; every day. I challenge you to be courageous and offer each client who sits in your chair a hair-color service of some kind. At the very least, begin a conversation about haircolor in general. Engage in a dialogue with each client about his or her color. Let them know what is available. Perhaps you can interest them in a casting color, or a demi color, or both.
Let clients know you care deeply about fulfilling their hair needs to the utmost extent, without sabotaging their wallets. In a way, you are almost doing then a disservice by not speaking up. Do not give them a reason to seek out someone else. If the color solution does not come from you, another hairdresser will surely suggest it. It might as well be you.
Marco Pelusi is globally recognized as a haircolor trainer and platform artist. Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles 2009 by KTTV Fox11’s “myfoxla Hot List” competition. Pelusi created the Marco Collagen Color Guard HairCare System, the collagen system developed for color and chemically treated hair. For more information, visit www.marcopelusi.com.
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16 | FEBRUARY 2011 | CALIFORNIA STYLIST & SALON
SALON OPENINGS
H 6 WEEKS FREE STATION RENT!!! Four stations available with plenty of stor-
age. One esthetician / permanent makeup room with private entrance. One week vacation after one year. Established salon in a great location on Tustin Avenue 2 blocks south of the Orange Mall. Please call Judy at (714)403-9934
RENT A HAIR STATION IN A MODERN SALON AT WEST PORTAL, SAN FRAN-CISCO This established salon is well known in the area. Ideal for an experienced stylist who is professional, personable, neat and tidy. Tuesday through Saturday. Client smocks, towel backbar, complimentary client tea service included. CA license and insurance required. Send resume and expected rental price range. [email protected]
H GRAND OPENING 3 WEEKS FREE - BOOTH RENTAL - HAIR, NAIL
AND FACIAL Weekly, part-time, daily rates available. Must have own clients. Great location. La Mesa, California 91942 (619)838-4675
COME BY AND TAKE A LOOK! 2492 Hun-tington Dr San Marino, Ca 91108. One Stylist station available for rent, $750 monthly. Also will consider a Manicurist specializing in gels, mani / pedi. Please call (818)426-4311 for more information.
SARATOGA, CA ~ TWO STATIONS FOR RENT Towels, backbar & refreshments includ-ed. $220 per week. Call (408)515-6341 for more information
NEWLY REDECORATED, CENTRALLY LOCATED SANTA MONICA FULL-SER-VICE SALON looking for professional, person-able, neat and kind Hairstylist and Makeup Artist. Includes backbar, beverages, all utilities, in-salon education, and 20% commission on retail sales. Two weeks free! Frank (310)395-9882
LEASE OFFERS
NEWPORT BEACH, LIDO MARINA VIL-LAGE Upscale Boutique Salon seeking one in-dependent professional Stylist. Retail your own product. Refreshments, advertising included. 2 weeks free to start. Low rent. Call Brenda (949)660-4900
CORNER - CYPRESS, LONG BEACH, LAKEWOOD Hairstylist station for rent. $250 per month or $62.50 weekly. Bring your clients. Call Fran (310)952-1942 (home)
¤ HUNTINGTON BEACH - BUSY, FULL-SERVICE SALON HAS HAIR-
STYLIST STATIONS, PRIVATE ROOM & MANICURIST STATION AVAILABLE FOR RENT $185 per week. Great location, newly remodeled. $500 incentive to join our team! Vacation after one year. Client refresh-ments. (714)585-1185
CHAIR OPEN FOR RENT ~ HAIR-STYLIST OR MAKEUP ARTIST ~ AT EXCLUSIVE, UPSCALE ROBERTSON BLVD. HAIR SALON IN WEST HOL-LYWOOD Call (310)487-7599 if interested.
HAIR, NAIL & FACIAL STATIONS FOR RENT IN PLACENTIA 50% off six months. Rent or commission. Great location. Very friendly atmosphere. Call Bibi (714)223-1437
WEST LOS ANGELES - BEAUTIFUL FULL SERVICE SALON HAS TWO HAIRSTYLIST STATIONS Low rent for location. Plenty of parking in popular shopping mall. Call Joseph or Zacina (310)477-1106
TREATMENT ROOM FOR RENT IN A ‘GREEN’ HAIR SALON Nori’s Eco Salon is LA’s first ‘green’ hair salon located in an upscale shopping center in Encino. We have a peace-ful room available for someone who wants to use nontoxic products in an environmentally friendly space. www.norisecosalon.com. For more information please contact Roya Adjory at (310)455-9488
GREENHAVEN / POCKET AREA, SAC-RAMENTO, CA ~ STATIONS FOR RENT Manicure, Hair stations & Facial room available for rent. Must have clien-tele. Good location. (916)716-1357 or Email: [email protected]
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PALACE BEAUTY COLLEGE LO-CATED IN LOS ANGELES, CA IS CUR-RENTLY HIRING AN EDUCATOR / INSTRUCTOR Minimum of 3 years or more experience in teaching is required. Applicants must submit their cover letter and resume at [email protected] or by fax (323)731-2601
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OWN AN ESTABLISHED FAMILY SALON IN A GREAT LOCATION IN TRACY, CA Owner is relocating and must sell - $55,000. Beautiful shop, Busy shop-ping center with great parking. 7 stations, 2 shampoo stations, office . Lots of walk-ins. Fun & energetic shop. (209)482-2210 [email protected]
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WEST LA, CA ~ HAIR SALON FOR SALE Cozy salon, good atmosphere. Two stations, three possible. Two shampoo bowls, two dryers, two rooms (facial & waxing). Color lab, kitchen area. Nice, relaxing courtyard area near shops. Best location for tattoo shop. Low rent. Estab-lished 50 years. Owner retiring. (310)738-3529 $25K OBO. [email protected]
CANYONVILLE, OREGON ~ UNABLE TO FIND BARBER! Established 52 year busi-ness - must retire. If you have barber skills, this is a great opportunity. Call Jerry (541)839-6148 or (541)643-6148.
GREAT DEAL FOR ONE TO TWO ES-THETICIANS Beautiful small space includes reception area, facial room, office w/ washer/dryer, bathroom & kitchenette. In West LA on Santa Monica Blvd & Beverly Glen. Price negotiable. Janine 310-553-6333
$ BEAUTIFUL SALON FOR SALE IN BELLFLOWER, CA Four stations, two
shampoo bowls, two facial rooms, all brand new, located in a busy intersection. Asking $45,000 OBO. Call (562)416-3211
SKINCARE BUSINESS FOR SALE ~ CLOSE TO BEVERLY HILLS Established in 1978 - owner retiring. Great clientele and big potential. Four large facial rooms plus two more rooms. Central air. Large waiting area. (310)948-3122
UPSCALE EAST LONG BEACH SALON Turnkey with income! Four chairs / mats, two bowls, two manicurist stations, facial room with equipment, big windows, free parking. Great opportunity for first time owner, great lease! Asking $35,000. (562)233-6346
GREAT OPPORTUNITY ~ BRAND NEW SALON FOR SALE IN SUNNYVALE, CALIFORNIA Five stations, two shampoo bowls, facial room, two dryers, flat screen TV. Three chairs working. $39,000. Call (408)385-5614 English / Spanish
H SALON FOR SALE IN TORRANCE, CA 6 stations + skincare room, 2 sham-
poo bowls. Good location with lots of walk-ins. Established 16 years with one owner. $40K. Call (310)619-7763 [email protected]
USED EQUIPMENT
SALON EQUIPMENT FOR SALE 10 sta-tions, 10 stylist chairs, four shampoo bowls, front desk, pedicure chairs, washer and dryer, vending machine. All in excellent condition - only used one year. Salon closing, everything must go - very cheap! Call Marco (714)878-3803
RETIRING SALON ~ EVERYTHING IS FOR SALE Eleven hair stations, six nail stations, four shampoo bowls, six dryers and much more. Tanning beds: Klafsun, Hex Dr.Mueller. Kern county (661)342-2485 or [email protected]
NEW EQUIPMENT
ELEGANT NAIL SUPPLY: We wholesale and retail New & Used Salon Equipment, 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.ELEGANTNAIL-SUPPLY.COM Phone: (937)258-0608 or 1-888-308-6308
PROFITABLE SIDELINES
LOOKING FOR ENERGETIC AND MO-TIVATED PEOPLE TO JOIN A GROUND LEVEL, ONCE-IN-A-LIFETIME OPPOR-TUNITY Join the wellness revolution and build financial freedom at the same time. Be the first to offer science based, unique products including a new revolutionary, safe skin care line! Unlimited compensation plan that rewards personal dedication. Call Susie 509-398-0325 www.jointnt.net/susiemain
EDUCATION
H LEARN NEW TECHNIQUES THROUGH DVD’S - FREE CATA-
LOG 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
PRECISION HAIRCUTTING CLASS with Nicolas. The ultimate in one-on-one educa-tion. Full day of hands-on training at our San Francisco studio. $250 (includes mannequin head). Call 800-982-1995 or http://nicolashair.wordpress.com/?page id=36.
STATE BOARD PROOF YOUR SALON 20 years experience as a California State Inspector. New salons or change of ownership puts you at the top of the list for inspection. Call Don (559)788-2540
á HAIR EXTENSION CLASSES IN OUR HOLLYWOOD LOCATION
Learn Fusion, Bead / Locks, Invisible Methods, How Much to Charge, Consults, Release Forms, Quantity of Hair to Order, Color Matching, Re-moval. (310) 402-4211 www.makinwavescorp.com.
MISCELLANEOUS
DONATE YOUR TIME: CALIFOR-NIA COSMETOLOGY ASSOCIATION SOUTHERN DISTRICT IS LOOKING FOR CCA VOLUNTEER MEMBERS to help create our future continuing education etc. We need dedicated people in all areas of South-ern California. Our election is coming up in a few months - so let us hear from you. Non members and students can apply. (949)598-4500
WWW.TERRYBINNSCATALOG.COM or 800-909-7546 Dr. Belter, Moor Spa, Cell Renew, The Derm Mask, Cirepil, Escentials, Satin Smooth, Gigi, Clean & Easy, Bombshell, Soothing Touch, Therapro, Lotus Touch, Sa-cred Earth, Intrinsics, Miss Webril & a variety of other top quality spa products. * FREE SHIPPING* Enter to win our monthly drawing for free spa products. No pur-chase required.
DENTAL PLAN ~ NOT INSURANCE ~ SAVE UP TO 80% Includes vision, pre-scription, chiropractic...medical also. Starting at $14.95 per month. Linda (541)554-7953 dentalnow4u.com
BUSINESS OPPORTUNITIES
MAKE $100 PER HOUR SHARPENING SCISSORS AND CLIPPERS. I will beat anybody’s price on any equipment and training. (408)439-9161
Sexy Extensions For You
HAIR EXTENSIONSUPPLIES
EVERYTHING YOU NEED TO DO HAIR EXTENSIONS
Fusion, Links, Glue, Clips and More
Pre-bonded Tips, Clip InsPre-glued Tips, Weft Track Hair
1-800-586-4409www.sexyextension.com
HAIR EXTENSIONSUPPLIES Right Page
Left Page
2519 Van Ness Ave, San Francisco CA 94109415.441.1156 • Fax 415.441.9686
[email protected] www.garygerard.com
Volumes 14, 15, and 16 only $30 each
Gary Gerard “HAIRLUSIONS” Advanced Haircutting DVDs
Brand New!
We commend you on your pursuit in furthering your education!
4 exciting new cuts on each DVD
Inquire about our In-Salon Haircutting Workshops held in your salon, one-on-one instruction! 415.441.1156
See all of our Gary Gerard shears and other products at www.GaryGerard.com
18 | FEBRUARY 2011 | CALIFORNIA STYLIST & SALON
Educational events are listed free as space allows. To have your event listed, please email to [email protected] or mail to Stylist Newspapers, 1750 SW Skyline Blvd. #24, Portland, OR 97221. For more information call (503) 297-7010 x204.
Stop Standing in Your Own Way
Most often, your most intelligent business advisor is that little voice inside your head.
It is that little voice telling you it is time to make that tough decision you have been avoiding, or perhaps that the time has come for that fierce conversation.
Maybe you need to pay more attention to your numbers; the list goes on and on with all the things that you know need doing. It is almost comedic how that little voice inside your head knows the right thing to do. It is not so funny when you ignore it and get yourself and your company into difficult and compromising situations.
That little voice is so smart because you already know the best decisions to make, and which projects and tasks need doing. You may not know all the details, but you know and understand the basic framework. When your little voice does not have a specific answer, it will guide you to it.
In addition, yes, your little voice will even coach you to be accountable, trustworthy, tenacious and consistent. What more could you ask for than to have a brilliant advisor and coach residing in your own cranium and being at your beck and call 24/7?
Listening and responding to your little voice demands mental discipline -- a lot of discipline. More often than not, ignoring it leads you down the path of compromise. It is easier to procrastinate, avoid and take the easy way out than to roll up your sleeves and conquer.
It is easier to be indifferent, self-centered and disrespectful than 100 percent commit-ted to leading with integrity and to respect others. It is easier to accept “I don’t care” and “average” than doing the work you know it
requires in order to achieve your full poten-tial and your company’s vision.
If you are tired of “average” and plugging leaks in the bottom of your ship – leaks you helped to create – stop standing in your own way and start listening to that little voice inside your head. You know you need to be accountable, to plan, to pay attention to your numbers and to live your cash-flow plan. You know that quarterly performance reviews are done quarterly, not annually. You know that avoiding today’s small problems fuels tomor-row’s business disasters.
That little voice in your head knows what needs to be done and how to go about it. The only question is will you do it.
On a personal note: I got up this morning at 4:30 to go to spin class. It was 14 degrees when I left for the gym. When my alarm went off, my first thought was to go back to sleep. My little voice sprang to life and said, “Hey sport, you said you were 100 percent committed to working out. Get up and do it. No compromise.” It was a great class. I felt great all day. Thank you, little voice.
Neil Ducoff is the founder and CEO of Strategies, a business training and coaching salon specializing in the salon and spa industry. The creator of the Team-Based Pay System, Ducoff is the author of Fast Forward, and No-Compromise Leadership. For a signed copy, go to www.strategies.com. You can email Neil at [email protected].
READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com
Neil Ducoff will be in Sacramento, California, June 17, 2011, hosted by Arden Hills Resort Club & Spa offering a workshop geared to small- and mid-sized business owners and managers and those with an interest in running a business. The morning will focus on the leader and learning how to identify and overcome leadership blockages,while the focus of the afternoon will be how to bring a no-compromise culture to the business. For more information and to register, call 1.800.417.4848, or visit www.strategies.com or www.nocompromiseleadership.com.
Better Business Neil Ducoff
FEBRUARY 2011 P 6-7: Empire and ARROJO present Masters of Beauty Skills
Certification Program, Kentucky - [email protected] P 7: Neil Ducoff’s No Compromise Leadership Workshop hosted by
Aveda Institute, San Antonio, TX strategies.com 1-800-417-4848 P 19-22: Bronner Bros. International Hair Show, Atlanta, GA,
www.bronnerbros.com P 26-27: The Makeup Show LA, Los Angeles, CA
www.themakeupshow.com P 27: Beauty School Forum, Barristar Productions, Kissimmee, FL
www.barristar.com 800 SHOW-432 P 27-28: Day Spa Expo, Las Vegas, NV www.dayspaexpo.com
MARCH 2011 P 6: 3rd Annual Reign of Style Hair Competition and Show at The
Seattle Center Exhibition Hall, Seattle, WA www.reignofstyle.com P 6-7: Empire and ARROJO present Masters of Beauty Skills Certi-
fication Program, Nashville, TN [email protected] P 6-7: Prof. Beauty London, www.professionalbeauty.co.uk/london P 6-8: IBS New York, Jacob Javits Center www.ibsnewyork.com P 6-8: International Esthetics, Cosmetics and Spa Conference
IECSC New York, www.iecsc.com P 7: Neil Ducoff’s No Compromise Leadership Workshop hosted
by Shohba, New York City, NY strategies.com 1-800-417-4848 P 12-14: America’s Beauty Show, Chicago, IL 1-800-883-7808
www.americasbeautyshow.com P 13: American Board of Certified Haircolorist Exam, Chicago, IL
www.haircolorist.com P 13: Salon Services presents Kevin Murphy: Rock the Runway,
Renton, WA www.salonservicesnw.com P 13-14: ABA Canada, Montreal, Quebec www.abacanada.com P 13-14: The International Congress of Esthetics and Spa, Dallas-
Arlington Convention Center, Arlington, Texas 1-800-471-0229 www.LNEONLINE.com
P 18-20: Beauty International’s Worldwide Leading Trade Fair for Professional Cosmetics, Nail, Foot and Wellness Professionals, Düsseldorf, Germany (312)781-5180 www.mdna.com
P 18-21: Cosmoprof Bologna, Italy www.cosmoprof.com P 20: Sorme Treatment Cosmetics Makeup Workshop at the
Maxwell Hotel, Seattle, WA www.sormeworkshops.com P 20-21: Spectrum International Beauty Expo, Los Angeles, CA
(310)680-7367 www.sibe.us P 21: Neil Ducoff’s No Compromise Leadership Workshop hosted
by Bellevue Club, Bellevue, WA strategies.com 1-800-417-4848 P 26: Neil Ducoff’s No Compromise Leadership Workshop hosted
by Life Enrichment Center, Newport News, VA strategies.com 1-800-417-4848
P 26-28: Midwest International Salon & Spa Expo, Rosemont, IL probeauty.org/ISSE
P 27: Neil Ducoff’s No Compromise Leadership Workshop hosted by Milano Salon & Spa, Frederick, MD strategies.com 1-800-417-4848
P 27-28: ABA Canada, Toronto, Ontario www.abacanada.com
APRIL 2011 P 2-4: ProKnowledge Workshop presented by Day Spa Associa-
tion, Nashville, TN www.proknowledgeworkshops.com 1-877-851-8998
P 3-4: The International Congress of Esthetics and Spa, Miami Beach Convention Center, Miami Beach, Florida 1-800-471-0229 www.LNEONLINE.com
P 9-10: Peel’s Spring Show, Council Bluffs, IA www.peels.com P 10: American Board of Certified Haircolorist Exam, Denver, CO
www.haircolorist.com P 10: Neil Ducoff’s No Compromise Leadership Workshop,
Vancouver, BC strategies.com 1-800-417-4848 P 10: The Wax Show by Smooth Skin Supply, Sacramento, CA
www.ssmoothskinsupply.com P 10-11: BSG Barnum presents Evolve. The Art of Hair, Sandusky,
OH www.cosmoprofbeauty.com 1-800-362-3186 P 10-11: Cosmoprof’s 64th Annual Spring Style Show, San Jose,
CA www.springstyleshow.net P 10-11: ABA Canada, Winnipeg, Manitoba www.abacanada.com P 17-18: BSG Cosmoprof Beauty presents Seattle Fashion Focus, P Seattle, WA www.fashion-focus.net P 17-18: Intercoiffure’s Spring Symposium, Miami, FL www.
intercoiffure.us P 17-18: ABA Canada, Vancouver, BC www.abacanada.com P 24: Sorme Treatment Cosmetics Makeup Workshop at the
Holiday Inn: Soho, New York City, NY www.sormeworkshops.com P 29-5/2: Electrologists’ Association of California State Sym-
posium aboard the Carnival Paradise Cruise Ship 860-678-1972 Email: [email protected]
MAY 2011 P 1-2: ABA Canada, Edmonton, Alberta www.abacanada.com P 8-9: Beauty School Forum, Barristar Productions, Anaheim, CA
www.barristar.com 800 SHOW-432 P 15-16: Galveston Fashion Focus Show, Galveston, TX www.
armstrongmccall.com P 15-16: The Makeup Show NYC, www.themakeupshow.com P 16: Neil Ducoff’s No Compromise Leadership Workshop hosted
by La Barberia Salon & Spa, Cleveland, OH strategies.com 1-800-417-4848
P 22: Beauty School Forum, Barristar Productions, Minneapolis, MN www.barristar.com 800 SHOW-432
P 22: Sorme Treatment Cosmetics Makeup Workshop at the Riverwalk Plaza, San Antonio, TX www.sormeworkshops.com
JUNE 2011 P 5-6: Premiere Orlando International Beauty Event & Premiere
DAYSPA conference, Orlando, FL www.premiereshows.com P 12-13: The Makeup Show Chicago www.themakeupshow.com P 16-18: BeautyEurasia by Cosmoprof Worldwide, Istanbul, Turkey,
www.beautyeurasia.com
FEBRUARY 2011 P 6-7: The Doves present Cut & Color Connection, Santa Monica,
CA www.thedovesstudio.com P 6-7: Ron Wilson & Associates presents Sojourn Hands On Cut
and Style, Bay Area, CA www.ronwilson.com P 6-8: Eufora International’s You School Advanced Training Acad-
emy presents Foundations Technical Cutting Course, Carlsbad, CA 1-800-638-3672 or visit www.eufora.net
P 7: TEMPTU PRO Introduction to Airbrush Workshop, Los Angeles, CA [email protected] or 213-739-1800 www.temptupro.com
P 7-9: Eva’s Esthetics presents Skin Conditions, Oakland, CA 1-800-765-7597 www.evasesthetics.com
P 9: Repêchage Advanced Training Class at Paul Mitchell the School, Costa Mesa, CA 1-800-248-SKIN(7546) or visit www.repechage.com for a calendar of classes.
P 13: The Makeup Institute presents Celebrity Artist Tricks & Tech-niques, San Diego, CA 1-800-566-2538 TheMakeupInstitute.com
P 14: TEMPTU PRO Advanced Airbrush Workshop, Los Angeles, CA [email protected] or 213-739-1800 www.temptupro.com
P 14: Sweis Inc. presents Keratin Complex Smoothing Therapy, Riverside & Torrance, CA www.sweisinc.com
P 15: Sweis Inc. presents Keratin Complex Smoothing Therapy, Whittier, CA www.sweisinc.com
P 20-21: The Makeup Institute presents Bridal Makeup, Orange County, CA 1-800-566-2538 TheMakeupInstitute.com
P 27: Smooth Skin Supply presents Speed & Brazilian Waxing, Sacramento, CA 1-877-473-1032 www.ssmoothskinsupply.com
P 27-28: Teresa Reagor’s 2 Day Color Challenger Event @ Studio 728, Fremont, CA www.TeresaReagor.com
P 28: Sweis Inc. presents Keratin Complex Smoothing Therapy, Tor-rance, CA & BLOW To-Go Basic 101, Oxnard, CA www.sweisinc.com
P 28: Eva’s Esthetics presents Speed Waxing, Oakland, CA 1-800-765-7597 www.evasesthetics.com
MARCH 2011 P 6-8: Eufora International’s You School Advanced Training
Academy presents Master Styling and Finishing, Carlsbad, CA 1-800-638-3672 or visit www.eufora.net.
P 6-8: Cinderella Hair Extensions Certification, Santa Fe Springs, CA 1-800-332-9246 www.cinderellahair.com
P 6-27: The Makeup Institute presents Jumpstart Week Level I, San Diego, CA 1-800-566-2538 TheMakeupInstitute.com
P 14: TEMPTU PRO Introduction to Airbrush Workshop, Los Ange-les, CA [email protected] or 213-739-1800 www.temptupro.com
P 20-22: Eufora International’s You School Advanced Training Academy presents Men’s Contemporary Haircutting, Carlsbad, CA 1-800-638-3672 or visit www.eufora.net
P 27-28: The Doves present Long Hair by Design, Santa Monica, CA www.thedovesstudio.com
CALIFORNIA STYLIST & SALON | FEBRUARY 2011 | 19
WHAT’S NEW IN THE MARKET
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.
Shampoo ChairModel #6010Black vinyl only
$159.00
Specialty EquipmentSpecialty Equipment
We also carry:• Salon Furniture• Manicure Tables• Waxing/Massage Tables• Shampoo Bowls• Children’s Hair Cutting Chairs• Skin Care Equipment• Spa Equipment• New & Used Equipment
We’ll meet or beatanybody’s price!
BUY DIRECT AND SAVE!BUY DIRECT AND SAVE!
Happy
New YearFrom Galaxy
Duke
“The Best Looking Barber Chair”
Model #2005
$849.00Black vinyl only
Omaha
Black vinyl only
$159.00
Features: Brushing, Vaccum, Spray, Steam With Ozone, Hi Frequency Galvanic, Wood's Lamp 5 Diaptor
Magnifying Lamp & Easy-Roll Stand.
Model #10214
$1095.00
Multi-Function Facial Unit
Santa Fe Styling ChairModel #STY A-2
Black vinyl only
$189.00
All-PurposeBarber ChairModel #965
Black vinyl only
$397.00
Multi-Purpose Model #A1 - AP
Black vinyl only
$349.00
1. Nature’s Secret for Beautiful HairBioken believes that all things begin with nature, and thus all things must return to nature. Knowing
that beautiful hair starts with a healthy scalp, Bioken has created Enfanti Scalpi, a refreshing massage emul-sion that provides gentle exfoliation of oxidized oils and dirt on the scalp.
Enfanti Scalpi purifies, stimulates and fortifies the scalp and hair with natural active ingredients such as ginseng, henna, horseradish and saponaria extracts. Scalpi detoxifies the hair and scalp and also soothes and heals dry, itchy skin. Specially formulated to emulsify residue, it nourishes hair and scalp with vitamins, minerals and nutrients, which helps to promote healthy hair growth.
To deep clean hair and scalp, use Enfanti Scalpi as needed before shampooing. Simply apply onto dry scalp and massage into hair and scalp for a few minutes. Rinse thoroughly, cleanse with appropriate Enfanti Shampoo and follow with Enfanti Conditioner or Enfanti Treatment.
For more information on Bioken, Inc., or the Bioken Enfanti brands, please visit www.thebioken.com.
2. Dramatically Decrease Blow-Dry TimeClients love the look of a professional blow-out, but don’t always have enough time to spend in the
chair for you to work your styling magic after their cut and color. Then, once they get home, they can have difficulty replicating the look. That’s all about to change, thanks to the launch of Kenra Platinum Blow-Dry Spray, an advance-dry, thermal protectant that puts the power only a professional product can provide into their hands.
Kenra Platinum Blow-Dry Spray is packed with evaporative silicones that instantly pull moisture out of the hair, helping it dry faster to dramatically decrease blow-dry time—saving time in the salon and client time in the morning at home. What’s more, Kenra Platinum Blow-Dry Spray provides instant thermal protection up to 428 degrees against the damage and breakage that repeated heat styling can cause.
The lightweight formula is rich with argan oil and jojoba oil, perfect for detangling, smoothing and softening the hair, as they add extra protection and gorgeous shine. Kenra Platinum Blow-Dry Spray also helps eliminate frizz and helps the hair resist humidity, so blow-outs last longer.
The Kenra Platinum products provide optimum results. Learn more at www.kenra.com.
3. Aloxxi: A Brand New PersonalityHow can a client relate to their hair color if it is just called 9N or 7P? Where is the style, the attitude,
the FUN? Now, what if they could say they are also a Roman Goddess or Florentine Dream? Giving color a new life, Aloxxi is re-launching the brand to include 13 new CHROMA colours, 4 new TONES and a whole new attitude.
Aloxxi’s CHROMA permanent crème colour is a low-ammonia formula that creates vibrant, stunning, multi-dimensional color with superior grey coverage. A proprietary, anti-aging botanical base leaves hair healthy, soft and with a beautiful, brilliant shine, resulting in consistent, rich, long-lasting color to fulfill the stylist’s creative vision.
Aloxxi’s TONES no lift demi-permanent colour enhances and intensifies hair color, refreshes perma-nent hair color, tones pre-lightened hair, adds lowlights, blends grey, conditions and adds shine, resulting in rich, long-lasting color that stays true to tone.
Giving artists the tools they need to create, Aloxxi will elevate both the stylist and their color. For more information visit www.aloxxi.com or call (877) 512-7131.
4. Say Goodbye to Stray Hairs While Traveling Mehaz Professional introduces the Tweezer Catty, a full-size red and white polka dot slanted tweezer
in a durable protective case. The designer 3-3/4” tweezer with stainless steel slanted tip is European-made for precision tweezing. The protective case with coordinating design protects both the tweezer and items it comes in contact with which makes it perfect for purse or travel.
Mehaz Professional offers the premium line of professional implements, each covered by the Mehaz Lifetime Guarantee. Mehaz Professional is owned by Spilo Worldwide, a leading manufacturer, importer and international master distributor to the professional beauty industry for over 65 years. For more infor-mation visit www.mehaz.com or call 888-225-6342.
5. Pain-Free DetanglingBrushing wet hair used to be a big no-no. Not any more thanks to Luxor Pro’s The “Wet” Brush, a
versatile detangling brush that massages while it untangles and works through tough snarls - on wet hair. The “Wet” Brush works on all hair types including thick, curly and straight. Made with ultra soft, ex-
tremely flexible bristles to work though hair with ease, The “Wet” Brush boasts a soft, rubberized non-slip grip for a secure and comfortable hold for use in or out of the shower.
Using ball tipped bristles; this unique brush works to massage and detangle simultaneously and can be used on either wet or dry hair. The “Wet” brush is available in an assortment of bright, bold colors includ-ing: Yellow, Blue, Pink, Sky Blue, Lavender and Black.
For more information, please visit www.jdbeauty.com.
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