NovaLash Newsflash May 2011 Issue

January 2011

letter

sophy merszei It’s been one year since we attended a tradeshow in Las Vegas and the girls here at NovaLash are ready to get back! We will be attending the IECSC Annual Convention from June 18-20. While in Vegas, Sophia Navarro will be hosting an advanced training seminar on June 19. These classes book up very quickly so definitely get in touch with Heather Hughes as soon as possible to save your self a spot! We will also be hosting a 2,000 sq. foot NovaLash Beauty Lounge at the The Image Expo in Houston, TX on July 10 and 11. We hope you all will join us -- more details to come but we can assure you it will be an event you do not want to miss!

Okay now for the biggest news of all! For the first time ever NovaLash is naming one talented extensionist the Lash Artist of the Year! The First Annual Lash Off Contest presented by NovaLash begins May 1, 2011! All details can be found in this newsletter and on our website.

The winner will receive $10,000 in cash and prizes and featured in an advertorial in Beauty LaunchPad Magazine and Modern Salon Magazine! We will also be naming 4 category winners including Most Dramatic Look, Most Natural Look, Most Creative/Artistic Look and Fan’s Choice Look. These winners will receive $5,000 in cash & prizes! We felt it was about time that we recognize our most talented lash artists for representing our brand so beautifully!

We also have a Learn to Lash Sweepstakes going on right now for any of our fans that have not been certified yet!

NovaLash is giving one lucky winner free enrollment into a basic training seminar and a free NovaLash Professional Kit so you have everything you need to start up a successful lash business! We look forward to our new winning addition to our family-- so tell all your friends who have been longing to be a lashionista!

I hope to see all of you either in Vegas or Houston this summer! These are must-go-to shows! As most of you know we definitely reward you for coming by to see us!

Hint, hint... SPECIALS!!!

Best Lashes,

lash artist month

of the

aimee costales ageless aesthetics

peachtree city, ga

Aimee was born to be a beauty professional!

Her parents owned a beauty salon so she grew up amidst the glamour and style of a southern beauty salon. Hair, makeup, and all things glamorous... but she finally found a talent in something that would set her apart from every other stylist she had admired and aspired to be like her whole life: eyelash extensions! She was ready to make her mark in the industry as one of the top lash experts in the South.

“I am one of the best kept secrets in the South. Most of my clients will never tell their friends about me! I love that they can get away with it, makes my day when my clients realize how beautiful they are. They feel glamorous... so I won’t spoil their fun!”said Aimee.

She works with Dr. Jamie Walraven at Ageless Aesthetics in Peachtree City, where they specialize in feeling and looking good from the inside out. They do everything from bio-identical hormones, laser everything from skin resurfacing to vein removal, pure lipo, synergy, skin care and permanent makeup and of course lash extensions! Aimee specializes in working with difficult, thin lashes and has perfected the technique of applying extensions that look naturally beautiful.

Aimee is very passionate about helping women achieve their beauty goals both safe and naturally. “I have always said that I love to free women from the drudgery of make-up and mascara! But I love that NovaLash requires extensive training before permitting the use of the adhesives. I am certified in permanent cosmetics and I would really like to see something like that for this industry,” said Aimee.

Aimee was named a Celebrity Choice Lash Artist in February 2011 and participated in the NovaLash Celebrity Gifting Suite at Super Bowl in Dallas. She also has contributed to the NovaLash NewsfLash as the expert in our “Ask The Expert” column. Keep an eye out for this beauty industry maven... we look forward to her continued success!

Lights. Camera. Lashin’ Action!

Step-by-Step Guide & Insider Tips from the girls in the NovaLash Marketing Department to help you WIN! When we first started to recognize a lash artist of the month in each newsflash we were very pleased in the amount of inquiries we started receiving that pretty much read something like this: “I want to be lash artist of the month!!!!” So we started to brainstorm ideas of how to recognize our dedicated lash artists who were contributing to the success of our brand.

Our first promotion was for Fashion Week Miami Beach where we sponsored the Richie Rich Runway Show and included a gift certificate for a full-set of lash extensions at 21 of the Top Salons in all of the VIP gift bags.

Our next promotion was at the celebrity gifting suites at this year’s Super Bowl in Dallas where we chose our Celebrity Choice Lash Artists to represent NovaLash on a similar gift card given to athlete’s wives, celebrities, models and media alike.

Photos from Fashion Week Miami and Super Bowl in Dallas.

It is now time for our third promotion of 2011 and this time we are launching a nationwide search for NovaLash’s first ever Lash Artist of the Year!

The winner will receive $10,000 in cash and prizes including products, a custom winner plaque, a full-page advertorial in Beauty LaunchPad and Modern Salon magazine, a top listing on the professional listing page on novalash.com and opportunities for media coverage.

We are also selecting winners in four categories including Most Dramatic Look, Most Natural Look, Most Creative/Artistic Look and Fan’s Choice Look. Category winners will receive $5,000 in cash and prizes including products, a feature in a 1/3 page advertorial in Beauty LaunchPad magazine, and a Lash Off Winner title on the professional listing page on novalash.com.

Follow this step-by-step guide to make sure you don’t miss your chance to win! The PR department will also be using these videos when recommending salons for media and celebrities to visit and will use these for online promotions and more.

Step 1: Call NovaLash to order your Lash Off Contest Package The Lash Off Package includes the products required for the contest for a discounted price. You will receive 3 pots of lashes (must be 3 different lengths) in either Curly Curl or Natural Curl, one bottle of Platinum Bond or Sensitive Eyes Adhesive, and one sheet of under eye stickers. A $300

original value but for a limited time only the package is available for $225! *Purchase is not required if you already have three different lengths of NovaLash lashes, a NovaLash adhesive and NovaLash under-eye stickers.

Step 2: Read the official Lash Off Rules & Regulations Click here to review or visit www.novalash.com/lashoff

Step 3: Make a Lash Off Checklist For each lash artist your preparation checklist will be different but here are a few important details you will want to remember when preparing to shoot your video: • Video Camera & a friend/employee to do the recording • Model to apply a full-set of lash extensions on • Required Products: 3 different lengths of NovaLash lash extensions in either Natural Curl or Curly Curl (or both), one bottle of either Platinum Bond or Sensitive Eyes Adhesive and NovaLash under eye stickers • Write a script that ideally includes some of the following information:

-Name, Salon Name, Location

-How long you have been doing lash extensions

-Why you love NovaLash

-Description of steps you are taking before, during and after

-Include something special that will set you apart from the

other video submissions • Make sure the video is between 3-5 minutes • TIP: We want a lash artist who is dedicated to the NovaLash brand -- so the more NovaLash placement in the video the better!

Step 4: Submit Your Video before June 30, 2011 When you are completely finished with your masterpiece showcasing all of your lashin’ talents and your love for NovaLash-- it is time to submit!

Go to facebook.com/NovaLashUS and click on the tab below the profile picture that says “Lash Off Contest.”

You will then be prompted to fill out the short registration form and proceed to Phase 1 where you will upload your video. Once the video loads you will be prompted to invite up to 40 of your facebook friends to watch your video. TIP: This will be important when it comes time for the public to vote from July 1 - July 25!

Step 5: Promote Yourself!

Tell everyone you know (and even those you don’t know) to vote for your video! The video with the most public votes automatically wins the Fan’s Choice Award. TIP: Although the Panel of Judges selects the other category, a high vote count will definitely increase your chances of being noticed! Public voting begins July 1, so be sure to revisit your entry to choose from some options to help you promote your video on Facebook.

Best of luck to everyone who participates in our First Annual Lash Off Contest! Put your best lashes forward -- this is your chance to be nationally recognized as the NovaLash Lash Artist of the Year!

-Ali Moon

Advanced Training Seminar by

Sophia Navarro

Become a NovaLash Advanced Certified Lash Stylist with instruction from world-renowned lash guru, Sophia Navarro. Learn the advanced techniques to speed up your application time, apply bottom and candied lashes and learn marketing strategies to enhance your lash business. All advanced trained artists are placed at the top of their state on the NovaLash Professional Listing Page for maximum exposure to potential clients.

course includes • • • • • •

Apply bottom lash extensions and candied lashes Find out the secrets behind thicker application techniques Learn some tricks to decrease application time Practice special quick-dry adhesive techniques Master the advanced techniques for removing extensions Discuss marketing solutions to maximize reach & retain clients

details • • • • •

Who: What: WHEN: WHERE: WHY:

• HOW:

Only NovaLash Certified Lash Artists Advanced Training Certification Course with Sophia Navarro June 19, 2011 Las Vegas, NV To continue lash education and enhance application technique to stay ahead of competition by offering the best lash applications with the most up to date techniques Contact Heather Hughes at heather@novalash.com

meet sophia navarro Sophia Navarro has been a NovaLash extensionist since 2005 and is NovaLash’s international advanced trainer. Sophia is one of the nation’s leading top lash artists and is a true innovator. She has created her own technique for proper lash extensions which is used in NovaLash basic and advanced training courses.

She has also created many products for NovaLash including the glamorous Candied Lashes, the quickdry system Air Nova, and the award-winning LashLiner. With a waiting list over two months long, Sophia has become a lash extension superstar and has clients flying to Texas from LA, NYC and Miami. Sophia is among the most trusted extensionists as she will always deliver a flawless lash look with safety being her number one concern. She has been featured in top beauty and lifestyle publications including OK! Weekly, Lucky and Beauty LaunchPad.

winkworthy

s

Thank you so much to all of our lashin’ tweeps who follow @NovaLash!

Whether you love your extensions or love applying them - let us and the rest of the twitter world know it and you maybe featured on this page next month! Here are a few of our favorite tweets we have been tagged in recently! Tweet On Beauties! thelashionista Alicia Hunter

Officially "The Lashionista" by law as of yesterday! Go Me! Now back to @NovaLash 'n clients!

PinkDymunz Tamara Mott

I have become part of the @novalash family! http://yfrog.com/h0wb5mnj

BocaSkinBar Martha Licari

I made it! I am now @NovaLash certified.

So proud to be a part of such a great team!

CrystalHarris Crystal Harris

@StudioLash thank you for my amazing lashes!

Now I don't need strip lashes or mascara!!! Yayy

Caitlin_OConnor Caitlin O'Connor

I'm in love with my @Novalash extensions! #shoutout @ Studiolash http://twitpic.com/4d6jw4

Angela__Marie_ Angela

Lots of @NovaLash eyelash extension clients today! Love it!!!!!!!!!!! :)

StudioLash Danielle Asher

My BIGGEST Lash dream coming true!!! @NovaLash @alunalove http://plixi.com/p/97458119

AS SEEN IN

ESTHETICS

Growth Spurt

Ardell Lashtique Lash Conditioner

80

ash extensions are quickly eclipsing other services on salon menus. They’re one of the simplest ways to grow your business and add profit to your bottom line.

According to Nielsen data, the sale of false lashes grew by 6.2 per cent last year to almost US$44 million, making it one of the hottest beauty categories.

Lash-only salons have been popping up across the country in recent years and easily withstood shaky economic times.

With three locations in the Vancouver area, Noir Lash Lounge’s business is booming. The only service on the menu is lash extensions and it offers more than 100 different varieties. Since the company’s inception in 2008, it has serviced well beyond 10,000 clients despite a strict no-advertising policy. President and founder Joyce Poon says word of mouth and well-trained technicians (160 practical hours of training are required) have carried the business.

Adding lash services to your salon is one of the most cost effective ways to make a pretty penny. “The return on investment is exponential because all you’re dealing with is a few drops of glue and a handful of tiny, synthetic eyelash fibres,” says Sophy Merszei, CEO of NovaLash, which specializes in lash extensions. NovaLash extensions cost about US$2 to US$4 for a full set, and with women paying upward of US$250 for this service, the opportunity for profit is very real.

In Houston, Merszei is co-owner of a lash bar with 5,000 clients. She adds that it’s not just “ladies who lunch” who are opting for false lashes, but many of her clients are workingclass women who don’t want to fuss with curlers and mascara every morning.

s a l o n > march 11

If applied by a skilled lash extensionist, half of the extensions will remain after a month. Customers then return for a touch-up which involves reapplying any individual lashes that may have fallen off during the growth cycle. Extensions won’t ruin existing lashes, and mascara can be applied but isn’t necessary.

Merszei recommends lashes at a length of no more than eight millimetres for realistic but thick, healthy looking lashes. It usually takes two hours to apply extensions using an adhesive and tweezers to separate each lash. NovaLash is available in 50 countries, making it one of the biggest global distributors of lash extensions.

The company offers training around the world, and starter kits include extensions, tools and educational DVDs to help you introduce lashes to your clients. Merszei stresses this by saying, “Even the best products in the wrong hands don’t function well.” For 2011, NovaLash has created a beauty curriculum that schools can adopt to teach students this highdemand service.

American International Industries is another leader in the lash business and its line of Ardell lashes are popular for their range of made-to-fit eye shapes, including small, large, deepset, almond and round. In October, the company introduced Lashtique Lash Conditioner, which is used to promote the appearance of fuller lashes by preventing breakage with peptide technology and essential proteins.

The market has been flooded with similar lash growth serums like over-the-counter RapidLash and prescription-only Latisse. The lust for longer lashes is very real. To cash in on this trend, there’s never been a better time to attract your guests to this service. S

PHOTO COURTESY OF NOVALASH

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Lash services are gaining momentum as a way to boost business By Marlene Rego

salon52.ca