March 2010

Dear NovaLash family, I am very excited to finally have the oppor-tunity to personally extend my gratitude to you for expressing an interest in NovaLash. Our new monthly NovaLash NewsFlash has been developed to better keep in touch with you. Each NewsFlash will include a letter from me, upcoming events, a featured salon, lash artist and product of the month, Q&A’s and recent media mentions.

NovaLash is honored to have the opportunity to work with Jack Warkenthien, author of Life’s a Sales Call: How to Succeed in the World’s Oldest Profession and national radio personality on the BizRadio Network. He brings over 30 years of sales success, starting with his climb to the top of IBM’s sales force to our team, then culminating in his founding of NextStep Solutions, an international sales train-ing firm. He is a true Chicagoan in every sense of the meaning; his passion and energy has inspired everyone in the office. I hope you enjoy the NewsFlash and please keep in touch! We look forward to all of your comments, questions and updates. You can always e-mail me directly at smerszei@novalash.com. I hope this month brings you much success!

Best Lashes,

Sophy Merszei President of Novalash, Inc.

We have recently expanded our corporate team in Houston, TX with a new executive assistant, Kimy Hoang, who has quickly become the glue that holds us all together! Kimy is a Houston native, currently pursuing a degree in business at the University of Houston and is already proving to be a success in the making. I hope you have had the pleasure of working with her when calling in to the of-fice. Kimy has become a very talented lash artist in just a couple months and has made significant contributions to updating our training manual. She truly is our NovaLash angel in the office; she provides continuous support to everyone while radiating positive energy everyday! NovaLash also welcomes our first in-house marketing/pr maven, Ali Moon, who has recently left Miami Beach to join us in the great state of Texas. She began her career in 2007 with Eastside Public Relations where she coordinated accounts including Fashion Week Miami, ESPN, Diesel and many more. She took her experience in the fashion industry and moved on to be the in-house publicist for Maya Swimwear in 2009. Ali graduated from the University of Tennessee with a Bachelor of Science in communications with a specialization in public rela-tions. Many of you have communicated with her via social networks including Facebook, Twitter, Foursquare, Wahanda and our new Novalash.com blog. She is revamping our brand image by giving our marketing materials a fresh, new look - so make sure to look for these on the website later this month!

April 24-26

April16-19

Booth #2016

Calendar of Events

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Become a NovaLash Fan! www.facebook.com/novalashus

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Comment on the New NovaLash Blog!www.novalash.com/blog

Follow us on Twitter! www.twitter.com/novalashus

Salon of the Month

Arzu traveled all the way from Istanbul, Turkey to train at the Novalash Academy of Eyelash Arts and Sciences in Houston, TX. We brought a Turkish translator in to help us communicate with her throughout the training process. Arzu was instructed by Karla Joffrey and Sophia Navarro who recognized her talent just a few hours into her first application.

After spending a few grueling days of basic training, Arzu attended Sophia Navarro’s advanced training course and passed with flying colors! She is aspir-ing to become the leading NovaLash lash artist of Istanbul as well as a potential NovaLash trainer and distributor for all of Turkey. We are excited about our new expansion into Turkey and look forward to working with her well into the future!

After 3 years as Artistic Director at Uptown Girl, Courtney Akai has opened her very own boutique salon. As a licensed esthetician and cosmetologist, certi-fied film makeup artist, and a Novalash advanced trained lash extensionist, Courtney is taking over the beauty industry! She has been featured in the NY Post, OK! Magazine, Lucky, NY Magazine’s Wedding Issue, and many more publications.

Courtney Akai Boutique Salon Ne w Yo r k C i t y

The Courtney Akai Boutique Salon has recently worked with NovaLash to donate fullsets of lashes to American Spa Magazine’s Healing Arts for Haiti event at the Grand Hyatt Hotel in NYC on February 12. She has also donated another full set of lashes as a raffle prize at After Prom’s 2010 Fashion Show coming up March 26.

Courtney came all the way to Houston, TX in February to become a Nova-Lash advanced trained lashtician and she successfully completed a rigorous course instructed by Sophia Navarro! We are very proud that Courtney Akai is part of the NovaLash family and look forward to her continued success.

Arzu Kazara I s t a n b u l , Tu r k e y

Product of the Month

Award WinningPlatinumBond Adhesive

Platinum Bond is great for clients who desire a longer wear time or a thicker look similar to mascara. The adhesive uses hydrogen from water molecules found in the air to help adhere the lashes and form a strong bond. There must be enough water (moisture, humidity) in the air where the lash extensions are being applied for the glue to bond well and quickly.

Humid air means faster drying times, so work quickly. To help balance the environment, use a dehumidifier to dry the air. Normally, we think humidity slows the drying process down, but it’s actually the reverse If needed, spritz the room with water to help provide moisture in the air. Keeping the working environment as stable as possible is very important as heat and air conditioning can also decrease the amount of moisture in the air.

Dispense small drops of adhesive on the back of the gloved hand, and work off the back of the glove at all times. While holding an extension from its tapered end with your straight tweezers, dip the extension in the adhesive. The extension should have beads of adhesive running up and down its entire length. Be sure there is ample adhesive at the base of the extension or it will come loose later.

Apply adhesive to the natural lash by swiping the extension across the length of the natural lash. Coat the entire lash to form a “tube” of adhesive from base to tip. Use the back of the tweezers to smooth out any glue beads. Spread the remaining adhesive up and down the length of the extension.

Lash Artist of the Month

“About a year ago a staff member suggested that we add eyelash extensions to our business. I started to research the various products that were available and came across NovaLash. I was extremely skeptical given the economic situation and that Boardman, Ohio was not a big city were clients had a disposable income for such a service. Over the past year I have seen clients putting off their color services an extra week or two, so how could we intro-duce a new service and make it successful. We had to be sure that we would be introducing the best product available, the product that would provide the best training. I am pleased to say that NovaLash fit every criterion, the many referrals that we continue to get every day and that our business is up from last year is due to NovaLash. We are so happy with the product that we are thinking of adding the service to another location in 2010.”-- Debra Hagan, Supervisor, The Salon and Spa at Macy’s, Boardman, OH

“When I opened up Beauty Heaven 2 ½ years ago I immediately contacted NovaLash about training one of our stylists. I was already a big fan, having gotten the service as a client, and knew that at least myself and many of my friends would be getting the service. I was pleasantly surprised when the service took off and we had to train 2 more stylists to keep up with demand. I have been pleased with NovaLash as they have demonstrated themselves to be strong leaders in the eyelash industry – setting trends, providing mar-keting support and setting a high standard for quality control. I would not consider working with any other company.” – Ann Merin, Owner, Beauty Heaven, Orange County, CA

“Just a quick note to tell all those wondering about who the best lash exten-sion company is, wonder no more! It is NovaLash. The product consistency and safety is paramount. The education offered is so important for the safety and comfort of our clients and the added bonus of the confidence to apply the lashes properly for the longest life of the extension. NovaLash the company has always been there working with me answering questions and giving me inspiring ideas. Sophia Navarro’s advanced class is a must attend-- she is so patient and talented able to bring out the best in the art-ist! I love doing lash extensions; it is truly a glamorous career. Thank you NovaLash!”-- Aimee Costales, Fayetteville , GA

“In June of 2008 I began doing NovaLash Lash extensions. The training was absolutely wonderful, in depth and very helpful. I was very pleased with the quality of NovaLash products. After thoroughly reviewing several others in the market, NovaLash was the best choice for me. I am from a rather small town in the Vidor/Beaumont, Texas area but my clients include women from all around. From soccer moms to models; my clients absolutely love their extensions and could not go without. I call almost every week to place or-ders or get information and the staff is very friendly and helpful and you get to know everyone by name, the sales team offers very personalized service; which to me; means a lot. I’m an aesthetician and my extensions definitely overtake my services and hope they do so for years to come!”--Ashley Cornett, Lagniappe Salon, Vidor, TX

L O V E

What are NovaLash Lash Extensions?

NovaLash Eyelash Extensions are a glamorous new way to extend the length and thickness of eyelashes, and are a practical convenient and beautiful alternative to the daily use of mascara. Unlike decades-old traditional false lashes, lash extensions are the first innovation in lash lengthening that can be worn daily, without nightly removal. Because each tapered, synthetic lash is bonded to a single natural lash, the final result is natural looking and difficult to detect, even close-up.

How long do they really last?

When properly applied, using the Platinum Bond Adhesive, NovaLash Eyelashes can be worn throughout the year with minimal monthly maintenance. Touch-ups are recommended after the initial full set ap-plication, to replace any lashes that may have fallen off. To maintain the full, thick appearance of a new set of lashes a visit to your beauty/lash professional is required every 4 weeks.

How much should I charge my customers for this service?

As with any service, the price should be set in accordance with other services on the menu. Prices currently range between $150 and $500 for a full set. Partial sets can be offered at lower price points to make the service more accessible. The NovaLash Starter Kit serves up to 200 cus-tomers and the NovaLash Pro Kit serves up to 400 customers.

Can lash extensions harm natural lashes?

When applied properly, lash extensions will not harm natural lashes. NovaLash lash stylist Sophia Navarro has developed a technique that allows natural lashes to grow and thrive with extensions. This tech-nique requires several different “separation” steps during the application process. Since each natural lash must be allowed to grow independently of its neighboring lash, proper lash separation is critical to healthy, suc-cessful applications.

Do I need to take a training class?

Applying lash extensions can be tricky for some people, and good results require not only thorough training, but patience, excellent fine motor skills, and good vision. Most professionals who purchase a kit without receiving training, later abandon the service altogether because of poor results. The NovaLash training course is the industry’s only physician-developed course, with an emphasis on increasing exten-sion wear-time, increasing application speed and using the safest, most advanced tools and products. NovaLash Platinum Bond Adhesive is the key to long-lasting lashes and can only be purchased by a certified lash artist. While lash extensions can be an extremely profitable service that sets your business apart from others, applying lashes using the proper technique is required to reap the full financial benefits of the service.

Upcoming Basic Training WorkshopsAlabama

Montgomery March 8

ArizonaPhoenixMay 16

ColoradoFort Collins

April 4May 2

NevadaLas VegasApril 26

FloridaWest Palm Beach / Miami

April 11, 12, 18, 19, 25, 26May 2, 10, 14, 16, 17, 23, 28

OrlandoMay 2, 23

TallahasseeApril 5

JacksonvilleMay 24

GeorgiaAtlantaApril 18

IllinoisChicago

March 2, 3

IndianaIndianapolis

April 25

KansasOakland Park

April 9

KentuckyBurlingtonApril 18May 23

MaineKitteryApril 5

MinnesotaMinneapolis

April 11

MissouriKansas City

April 9May 8

St LouisApril 26

DelawareNewarkApril 19May 24

New HampshireDerry

April 6, 13, 27

New JerseyShort HillsMarch 22

New MexicoAlbuquerque

May 17

New YorkNew York City

April 11, 18, 19May 16, 17Long Island

April 12

ConnecticutWest Hartford

April 11May 2

StamfordApril 12May 10

New Haven May 3

May 16

MarylandSykesvilleApril 11May 16

MichiganDetroitMay 23

OhioCincinnatiApril 25May 30

OklahomaOklahoma City

May 24

OregonPortlandApril 19

May 3, 17

PennsylvaniaKing of Prussia

April 18May 23

South CarolinaColumbiaApril 17

TennesseeNashvilleApril 18

HoustonApril 19May 10

San AntonioMay 4

Texas

UtahSalt Lake City

April 11

WashingtonSeattle

April 12, 26May 10, 24

WestVirginiaMartinsburg

April 25May 3

WisconsinMilwaukeeApril 12

Find the trainer in your area!www.novalash.com/register

Can’t find your state?Call

1-866-430-1261for more information

DallasApril 12May 17

Austin May 3

VirginiaRichmond

May 2