April 2010

Events CalendarLetter from Sophy Happy April! It’s finally spring and many women are preparing for wed-dings, graduation, prom, reunions and vacation. This is the perfect op-portunity to reach out to these women and introduce them to mascara-free, long, lush, beautiful lashes! Give special discounts to wedding par-ties, put together an advertisement that focuses on waterproof, party-proof, lashes that will last even after your vacation tan has faded, promote

gift certificates to current clients to give as a graduation present. These special events allow you to appeal to women who would otherwise never consider lash extensions and as you all know-- this certainly is a beauty treatment that is glamorously addictive!

NovaLash has another new face around the office: Felisha Hicks. She is assistant to our projects and logistics manager, Jules Reed, and has been helping out with customer service. Felisha is a Houstonian at heart but spent a few years in East Tennessee. She has 20 years of banking experience but is find-ing the beauty industry much more fascinating. When Felisha is not taking calls from customers or processing orders you will find her singing or dancing somewhere around the office! If you haven’t had a chance to work with her yet, I’m sure you will soon.

This month we will be doing a lot of traveling! We will be going all the way across the pond to Bologna, Italy for the Cosmoprof Worldwide show next week. At the end of the month you can find us in Vegas for the International Esthetics, Cosmetics & Spa Conference where Sophia will be hosting an advanced training session that weekend as well... so sign up and join in on this fun weekend of beauty!

Best Lashes,

Sophy Merszei President of NovaLash, Inc.

Receive 20% off your entire order this month

when you spend $200 or more! *Only applies to phone orders 1-866-430-1361

**Does not include Pro Kit or Practice Kit

April 16 -19, 2010

Add a subtle mysterious shimmer to regular lash extensions. Candied lash-es are hand-dipped, freeze-dried and crystallized. The lashes come in one standard thickness and length which al-low the extensionist to trim the base of each lash to the desired length. The six delcious colors are: Cinnamon Toast

(brown), Blue Raspberry (blue), Mint Chocolate Chip (green), Pink Lemonade (pink), Butterscotch (gold), and Licorice (black).

NovaLash’s Candied Lashes by Sophia Navarro come deliciously packaged and make for beautiful displays. These lashes have a mysteriously chic sparkle during the day, but are paparazzi-ready by night as the glitter reflects the light for an eye-catching shimmer. Not just for holidays or events-- Candied Lashes can glam up any night on the town!

While most lash extensionists learn the difficult craft of eyelash extensions after several months of extensive training; Kelly mastered the technique in one week. She has worked at The Lash Co. for over 3 years and was personally trained by her mentor Sophia Navarro.

Her natural talent for the profession and love of the cosmetic industry has inspired Kelly to make a name for herself as an established lash extensionist. In combination with her soft touch and the fierce look she delivers, Kelly has given many women flawless lashes such as Top Chef Judge Domenica Catelli and Nova-Lash models Anaeli Vega and Lindsay Mayfield. Kelly is also one of the first lash extensionists to have a vast male clientele as well.

In conjunction with The Lash Co. Kelly has made appearances at the Houstonian Bridal Soirée and has assisted the top lash extensionist, Sophia Navarro, in her infamous advanced training class. It is without a doubt that Kelly’s career in the lash industry does not appear to be coming to a halt anytime soon.

Salon of the MonthKelly BossetThe Lash Co.Houston, TX

Product of the Month

Lash Artist of the Month

Owned by Sophia Navarro & Sophy MerszeiManaged by Carol Torres & Cindy HernandezHouston, TX

Candied Lashes by Sophia Navarro

The Lash Co. was founded by our very own Sophy Merszei and NovaLash’s international advanced trainer Sophia Na-varro. They opened The Lash Co. to provide time-sav-ing beauty treatments including lash extensions (obvious-ly!), Softap semi-permanent makeup and eye brow fillers.

This month The Lash Co. has recently launched a social media marketing plan to amp up their presence on the web. This month their special is: ‘Become a Lash Co. fan on facebook. Post up some love. Receive 10% off your next service.’ What better way to increase awareness and visibility than becoming a hot topic on Facebook? This promotion has also increased their website traffic; in the month of March LashCo.com experienced a 25% increase in site visitors! LashCo.com just got a sexy makeover! Check it out!

All NovaLash trained and advanced certified, the lovely lash art-ists are known around Houston as the “Beauty+Brains” lash ladies. Sophia, Cristina, Kelly, Jessica, and Cindy are booked from morning to night Monday through Satur-day-- making Houston beautiful one client at a time! We chose The Lash Co. as our salon of the month not just be-cause we are so close with them, but for all of their hard-work and dedication to this industry. These lash ladies re-ally do put their heart into their work and it shows! Their clients leave gorgeous and keep coming back for more!

Sophia Navarro has been a hot item this month in the media; she was interviewed by Modern Salon and was featured in Beauty Launch-Pad. We are so proud that her story and her business have been such an inspiration to so many lash artists. Becoming an extensionist really changed Sophia’s life and she is dedicated to reaching out to wom-en in the beauty industry and introducing them to this opportunity.

Congrats Lash Co. -- NovaLash Loves Yall!

* Complimentary After-Care Kit with purchase of a Full-SetThis is a great way to attract new business and future after-care kit sales. Clients will be more satisfied with their lashes if they have the products to care for them in order to prolong the life of the lashes.

* Apply NovaLash LashLiner to a client after a Full-SetThis is an easy way to make an automatic sale!

* Add an additional $35 to ticket with Candied LashesMake clients aware that Candied Lashes are a very glamorous yet subtle look. They can be worn not only for the holiday seasons but for a simple special night out.

* Brighten up eyes in the summer with Colored Lashes Colored lashes can bring the price up to $75.00 extra.

* Business Slow? Promotions! Promotions! Promotions! Offer discounts or special promotions during slow peaks. Doing specials will help pick up your business.

Sophia’s Secrets to Success

REFER & REWARDRefer a friend. Receive a gift.

Current clients are your best publicists...

1. Give referral cards to every current client.

2. When they refer a friend for a full-set the new client will receive a free after-care kit or special gift.

3. The current client will receive a free touch-up.

4. Send a gift certificate or postcard to the current client let-ting her know she has a free touch-up appointment.

RETAIN & REWARDSchedule follow-up appointments at checkout. Here’s how to get them back...

1. If you don’t already have pre-booking cards -- make them! Right Now!

2. Add at the bottom: Bring this card to your next appoint-ment and receive a special gift of: _____________

3. Be sure the special gift will be in stock or offer a discount on their next service.

Refer Reward Retain

* Endorse Gift Certificates! Gift Certificates make great gifts during the holiday seasons and Mother’s Day for example.

* Do Promotional Full-Sets! Offering your services free to people in the beauty industry, such as hair dressers or nail technicians, can help you get new business because they can promote your work by not only wearing the exten-sions but also by sending new clientele.

* Participate in events! Sponsor events such as Bridal Shows, Fashion Shows, and Non-Profit benefits. This will expose your salon as well as give you the opportunity to network! -- Always remember to bring plenty of business cards!

* Never charge per lash! It is more professional and stylish to charge per touch-up and never per lash. Remember you can also charge for extended touch-ups (up to $100) as well.

Receive a Special Gift When YouBook Your Next Appointment Today!

Next Appointment:

Date: ___________________Time: ___________________With: ___________________

Bring this card to your next appointment and receive a special gift of:_______________________________

It is normal for the consistency of the glue to vary from season to sea-son; this change will not affect its sticky power, drying time or endurance.

The reason Platinum Bond forms a string is because it contains urethane rubber, an elastomere. This provides flexibility to the glue that allows the lashes to bend and flex while the per-son is sleeping.

My Platinum Bond isn’t expired yet but it is thicker than when I first opened it-- is there some-thing wrong with it?

Even if the adhesive seems thick, gum-my, stringy or clumpy, this does not affect its ability to bond the lashes. DO NOT refrigerate.

Dear NovaLash, My Platinum Bond is sometimes stringy -- is that normal?

• One (1) year shelf life (opened or closed).

• Keep adhesive at room temperature (no sun or heat exposure)

• Shake well

• As you open; pop off bottle spout to remove the pressure then replace

• When ready to use cut the tip of adhe-sive bottle spout

• Clean tip well before re-capping

• Adhesive dries fast

• Keep door closed when applying lashes

• Platinum Bond works best with 50% moisture/humidity in the air

• Does not respond well to ammonia fumes

• Does emit fumes; (remind clients to keep eyes closed during application)

Platinum Rules