THE INDUSTRY SOURCE MAGAZINE MAR - APR 2012 by TNG Worldwide

THE INDUSTRY SOURCE MAGAZINE MAR • APR 2012

Get organized and

ENERGIZED p. 18

Take

ACTION in your business p. 28

SALE Now p. 69

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March/April 2012

TAKE ACTION IN YOUR BUSINESS

All of us have goals. Take a moment and picture what yours are for your salon, spa or personal business. Do you want to serve more clients? Do you want to open up a new branch? Do you want to makeover your business? No matter what it is, if you want to get results, you’ve got to take action. Not sure how? Try these 10 steps!

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Is your salon

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2 RELAX AND INDULGE

Immerse Spa at the MGM Grand Detroit is designed to revitalize. Featuring tranquil waters, rich woods and soothing light, it is a total sensory experience wrapped in urban luxury.

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THE INDUSTRY SOURCE

Give your clients a fresh look this season! Check out these 10 products that will add a little extra spring to their step.

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Jan/Feb Correction: Nikki Jackson and Irina Miasnikova created the updos in our Kemon Holiday Hair Class.

36 SPRING FORWARD

March/April 2012

e o e a an o THE INDUSTRY SOURCE

ollow us THE INDUSTRY SOURCE

The views and opinions in the articles herein are not to be taken as official expressions of the publishers, unless so stated. The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles herein, nor do they so warrant any views or opinions offered by the authors of said articles. No part of this publication may be reproduced in any form or by any means, including photocopying, or utilized by any information storage and retrieval system without written permission from The Industry Source. Prices subject to change without notice. Not responsible for typographical or misrepresented items in catalog.

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CONTENTS SPRING INTO ACTION

Is Lack of Energy Sabotaging Your Business Growth?

10 Tips to Get Organized & Energized

Proactive vs. Reactive Management

Take Time Off …Then Watch Your Business Take Off

The Secret to Energizing Employees

Amp Up Your Enthusiasm

Take Action in Your Business

INNO ATE Is Your Salon CND Shellac Certified?

AND by Kemon: The Latest Line in Hair Fashion

Snapshot

Spring Forward

Pastels with a Pop

Top Five Destination Vacation Services

OPI’s Stress Reducing Add-on Service

UST IN

New Products

IMAGE What Does Your Logo Say About Your Business?

Relax and Indulge

Look the Part: Sweat the Small Stuff 2012 Salon Trends

52 CONNECT 8

Online Brand Reputation Management

Groupon: The Hottest Salon & Spa Marketing Tool

Why You Need a Web Marketing Strategy

Ask the Industry

RESU TS

64 12

THE INDUSTRY SOURCE

Ad Index

March/April Promotions

March/April 2012

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Message from the CEO

pring is my favorite season of the year. The days start to get longer, the gray days of winter disappear, trees blossom, birds chirp and a mood of optimism prevails that says things aren’t too bad after all.

It’s also a great time for reinvention. For one, we buy new clothes, new shoes, new handbags, new make-up, new nail polish, new everything. But do you do the same for your business? Take a look at your facility and decide what new items or services you can add for your clients. I was recently at the Immerse Spa at the MGM Grand in Detroit and noticed how they reinvented themselves. Already the only Mobil four-star spa in Michigan, their goal is to reach five stars. Instead of just offering bottled water, they added beautiful water and iced tea dispensers with custom logo cups. The water is infused with fresh orange and cucumber slices. Other touches include a three-tier fruit stand with apples on one layer, oranges on another and baby pears on yet another. All the fruit was fresh and firm and looked amazing. The locker room products have been upgraded to Ginger Lily Farms Coco Mango, which greatly enhanced the shower experience. All staff members wore new stunning uniforms, robes were updated and even the smallest touches – like hooks in the lockers – were nice. Our team is continually reinventing themselves as well. Every talent understands their top strengths, our mission of 100% customer success and doing what it takes to make you happy. I can easily brag that we have the best team in the professional beauty industry. But success takes hard work along with the commitment to never stop learning and doing what you do best.

We continually receive compliments about the magazine and are thrilled that it makes a positive impact for so many of our customers. Sure, some ask for longer articles or more information on specific subjects, but the true objective of the magazine is to open your mind outside of the status quo. Success also comes from stepping outside your comfort zone. Larry Gaynor

Ron Johnson, the new CEO for J.C. Penney is reinventing the 110-year-old department store chain. Within three months, he updated the logo, got rid of the high prices and markdowns, targeted several store within the store concepts and got the company’s employees excited about J.C. Penney. For a bit of inspiration, I recommend that you follow Johnson’s story. Spring is here but once a year. Welcome it. Reinvent yourself as resources prevail, and be excited about the opportunities that abound. It’s a great time to be alive and well.

Larry Gaynor, President & CEO, tng worldwide

Founded in 1985, tng worldwide is the worldwide leader in providing professional products to the salon, spa, tanning and hospitality industry. tng worldwide is a company that is defined by a mission of 100% customer success.

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March/April 2012

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SPRING INTO ACTION Is Lack of

ENERGY Sabotaging Your Business Growth?

If you’re starting a new business or are expanding your current one, feeling tired and less than enthusiastic about your business and everything that needs to be done can be damaging. Without enough emotional and physical energy, you’ll get very little done – and what does get done may not be the most important and valuable tasks to grow your business. You might feel scattered, with increased forgetfulness and stress – and none of that is good for the growth of your business. Here are three steps you can take to get rid of drains and get your energy back.

1. Eliminate the petty stuff. You might be tolerating an overflowing inbox, unpaid bills you have to figure out, a home repair that needs attention or even a dirty car. Or maybe the stuff is bigger – friends and family not keeping promises, a spouse that doesn't keep commitments or a boss with a management style that is the polar opposite of your own. Everything you're tolerating is draining your energy. To eliminate what you're putting up with, simply write down a list of as many things that you can think of that are on your mind. This will get them out of your head and onto a piece of paper. Now set aside an

THE INDUSTRY SOURCE

2. Plug the energy drains. Lots of things drain our energy that we're not even aware of. Many of these things can simply be old habits that we’d be better off without. Take television, for instance. When was the last time that you felt great, positive energy after watching TV? Other draining habits could be things like constantly checking your social media accounts or surfing the web, a gossiping friend or co-worker or maybe even eating that sweet chocolate bar every afternoon. The best way to plug energy drains is to replace them with new, healthy habits.

3. Start new, healthy habits, and practice them daily.

owerful, energetic people have the ability to get what they want and to attract great opportunities. But sometimes we can find ourselves running on empty, just wondering how we are going to get through each passing day. If you find yourself in that kind of a state, there are ways to increase your energy. The basic formula is simple – eliminate the unnecessary things in your life that act as energy-drainers.

entire day to begin working on the list. Chances are you won’t be able to handle some of the things in one day – and that's ok. The important thing is to get started.

March/April 2012

It’s important to replace old habits with new, positive ones! Here are a few suggestions: 1. Take a daily nature walk. 2. When you eat, consciously savor the flavors of your food. 3. Choose healthy foods. 4. Tell someone that you appreciate their hard work. 5. Plan your day – better yet, plan your week and your month. 6. Pamper yourself. 7. Clean off your desk or workspace at the end of the day. 8. Schedule 15 minutes of silence every day. Living a lifestyle that boosts your energy improves the quality of your life and the quality and profit of your business. You'll be able do more, think clearer and have more fun. As you get older, and hopefully wiser, you become more centered. Once we learn to eliminate the stressors, we're not as easily frazzled or upset – and, with more energy, you can get more done. The best news is we have control over how we choose to handle a situation, and therefore how much energy we have. ▲ WRITTEN BY LINDA HAMPTON ABOUT THE AUTHOR: Small business expert and author Linda Hampton is the founder of Attract Clients Out of Thin Air. Linda teaches smart, simple ways boomer women can use their skills, knowledge and experience to attract more clients, create profit-making products. To learn more, visit clientattractionmentor.com.

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SPRING INTO ACTION

10 Tips To Get Organized &

ENERGI ED Get your “to do” list out of your head and onto a piece of paper Your brain is more efficient with less clutter – just like a computer. And all of those thoughts swirling around making you anxious about what you have to get done aren’t helping it function! So get them all out on paper.

e all know that it’s true – disorganization leaves us feeling scattered and behind the eight ball, while organization makes us feel prepared and capable of tackling the hurdles that come our way. And inaction leads to anxiety, while action gets things done and makes us feel a sense of accomplishment. So, why do we ever choose the path of disorganization or inaction? Perhaps you feel overwhelmed. While this is common and does not make you any less of a person, it is all in how you deal with it that counts. If you could use a jump start, try these 10 tips to getting organized and energized!

A place for everything When it comes to keeping your space organized, be sure that every item has a “home.” Choose a place for each thing that is convenient, saves you time and makes sense. Group like things together.

Prioritize Ask yourself what needs to be handled first. What is draining your energy more than anything else? What is most important? Figure out what your priorities are and tackle them in order of importance.

Jump start with one small task you KNOW you CAN do If you start to feel overwhelmed, shift your focus from the “can’t” to the “can.” Choose one small task you know that you can do quickly. Chances are that once it is done, you’ll be ready to check even more tasks off your list.

THE INDUSTRY SOURCE

March/April 2012

Multitask Sometimes multitasking can make you realize that some jobs are easier than you think. For instance, if you watch TV in the evening, pull out that pile of documents you dread digging through. Sort through it as quickly as possible while you watch your favorite show. Put any “keep” documents in their “homes” and throw away/shred the rest.

Get your head in the game Focus on what your space will look like at completion. Thinking of the act of organizing itself may bring up negative thoughts and feelings, whereas seeing the space as you want it can work as a magnet to pull you towards that ideal end result.

Move through clutter quickly Sort into piles and have boxes / bags handy for trash, donations, giveaways, recycling, things to sell, things going to another space, etc. Avoid the temptation to reminisce on what you find. It can steal your time.

Rejuvenate and reward yourself Take breaks every 90 minutes to rejuvenate. Reward yourself along the way. Take time to feel good about what you are accomplishing, and allow that to motivate you in days to come.

Put maintenance systems in place A few strategies: Inform others in your business of where the “homes” you have created are for things. When you get something new, get rid of something old. Take a few minutes at the beginning or end of each day to tidy up.

Begin! What are you waiting for? ▲ WRITTEN BY BETH TABAK ABOUT THE AUTHOR: Beth Tabak is a small business and personal life coach. For more information, visit StartingNowCoaching.com.

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Available at:

•

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THE INDUSTRY SOURCE

SPRING INTO ACTION

PROACT I E vs. REACT I E Management Does your management style put out fires or cause them?

icromanagers are everywhere in our workplaces. It seems that the business world is consumed with mini-dictators who are bent on directing the activities of others. Not only is this prominent in for-profit businesses, but there are even nonprofit organizations consisting of volunteers and managed by leaders who can be rather ruthless. However, these types of managers all seem to share one trait – they tend to be reactive rather than proactive in their style of management. Thus, it seems that micromanagement and reactive management are somehow related.

THE INDUSTRY SOURCE

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Think you may be or have a reactive manager? Here are some common traits: • Seldom has time for interoffice planning/organization meetings. • Has trouble effectively communicating with the staff, particularly when it comes to articulating objectives and plans. • Not interested in or doesn’t heed input from subordinates. • Spends more time supervising than managing. • Changes priorities on the fly. • Rarely, if ever, produces priority lists (keeps it in his/her head). • Bipolar – can be very enthusiastic at times but easily depressed or set off during others. • Thrives on chaos – sees him / herself as a savior and likes to swoop in to solve problems. An example: Once we were contracted by a large insurance company in the Midwest to audit the performance of two systems development groups in the company. One group appeared to be well organized and managed – they quietly went about their business and delivered their work products on time and within budget. Another group was just the antithesis of the other – systems were installed prematurely and never to the customer’s satisfaction, and assignments were routinely late and over budget. Nonetheless, the manager of this latter group was well respected for being able to put out fires at a moment’s notice. When we presented our results to the board of directors, we made the observation that their head firefighter was also the cause of all of the problems he was correcting. Yet, whereas the manager of the group who quietly produced superior work products was unrecognized, the

March/April 2012

2/3/12 2:38 PM

head firefighter was being amply rewarded for his efforts. Basically, he was taking advantage of the “squeaky wheel getting the oil” phenomenon. The executives were surprised by our comments and that such a situation had arisen in their company. There are two primary reasons for reactive management – either for political gain (as in the example above) or because people simply do not know how to be proactive. True management is hard work, requiring skills in planning, analysis, organization, leadership and communication. For the reactive manager, it is easier to let problems come to them rather than trying to anticipate problems and take action before they occur. However, the proactive manager invests his or her time and money in planning and, consequently, spends less in implementation. In contrast, the reactive manager regards planning as a waste

“Beware of your ‘firefighters,’ they are probably your chief arsonists.” – Bryce’s Law

of time and is content spending an inordinate amount of time in implementation, thereby incurring more costs and, because of the ensuing chaos, needs to micromanage people. Not only does reactive management make a work environment stressful, but he or she can influence others to continue this style of management in the future. For instance, young people coming into the workforce tend to learn from their managers and emulate their style for years to come. If they see proactive management, they will believe this is the proper way of conducting business and perpetuate this style, but if they only see reactive management, they will think this is the norm and will likely continue this pattern instead. So, take a few moments to ask yourself, if you are the chief firefighter in your company are you also the chief arsonist? If so, try putting a little trust in your employees! Most likely you’ll find that this will result in a happier, healthier, more productive work environment. ▲ WRITTEN BY TIM BRYCE ABOUT THE AUTHOR: Tim Bryce is a writer and management consultant from Palm Harbor, Florida. You can find his work at phmainstreet.com/timbryce.htm. He can be contacted at: timb001@phmainstreet.com.

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THE INDUSTRY SOURCE

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SPRING INTO ACTION

Five Reasons to Take Time Off...

Then Watch Your Business

TAKE OFF I

f you’re an entrepreneur, you’ve probably heard it said: The first year (or few!) of business is going to be intense. You’ll need to work 24/7 to get your business up and running. Then you’ll have to work even harder to show a profit.

Why, then, do you think so many entrepreneurs having gone through the blood, sweat and tears of starting up a business, end up packing it up in less than two years?

You might be thinking, “What?! I can’t take a vacation now!” Because the one thing no one tells you when starting up a business is this: If you don’t want to end up becoming a small business start-up fatality, then during your first year, you must do one very important thing: take a vacation. You might be thinking, “What?! I can’t take a vacation now!” Let me ask you something. Have you been working long months in “all-go, no-slow” mode? If so, chances are that you are exhausted. Your family life may be strained, and you may find yourself getting sick more than you used to. If that’s you, trust me, you really need a vacation. However, a vacation isn’t just good for your personal health (although that is important), it’s also good for the health of your business. Here’s why.

1. If you’re stressed, you’ll just attract more stress. If you have been driving hard toward launching your business, chances are you’re tired and stressed. However, continuing to push yourself in that state only attracts more strenuous energy – which, in turn, creates more exhaustion, emotional strain and physical depletion.

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Instead of pushing forward in that state, create the opposite energy by going on vacation. Vacations are light and breezy. While on vacation, you’ll become buoyant, happy and joyous – and hopefully that energy will stay with you long after you get back to business.

moments come more quickly when you remove yourself from the daily grind.

2. A vacation is not a diversion.

Often it’s just you alone in a room working on your business from dawn to dusk. Don’t make the mistake, however, of thinking you’re the only one going it alone. Your family and friends are bearing the dual burden of both supporting you in your venture and coping with an absentee spouse, parent, sibling or friend. So take this as an invitation to go on vacation and enjoy life with the people you love the most. Doing so will keep these vital relationships strong, while storing up good times you can remember when the going gets tough in your business.

A diversion is any activity that diverts the mind from tedious work or problematic concerns. Diversions occur when the body signals the brain that it needs a break. Whether gardening, reading or snacking, we turn to diversions because the body isn’t designed to maintain constant levels of stress for long. However, diversions only provide a momentary release of the pressure valve of tension associated with starting up a business. A vacation, on the other hand, is designed to fully release the valve so you can return to your start-up renewed in body, mind and spirit.

3. It’s easy for a routine to turn into a rut. Although routines can boost your output, unfortunately they can also rob you of your spark. Once you’re doing the same routine day after day, your life becomes monotonous. When this happens, the beneficial routine that once worked so well for you becomes a deep, furrowed rut that’s hard to get out of. To get out of a rut, you need change. Vacations are a great way to break out of your routine.

4. Your brain needs to be stimulated. The farther along you are in the start-up process, the more tunnel vision will begin to set in. If you have been focusing on one thing for too long, your vision will begin to fade. You may feel stuck and frustrated, and what once seemed easy will suddenly take much more effort. This is why vacations are necessary. New activities keep your brain cells stimulated. New places, faces and learning help stimulate the mind and energize the body. With new sights come fresh, new insights and innovative ideas. “Aha!”

5. Your relationships are suffering. Starting up your business can be a lonely experience.

Finally! A One-Piece Seamless Brush Handle That Will Not Catch Your Hair!

ce One-Pie ss le m a e S Brush Handle

A vacation is designed to fully release the valve so you can return to your start-up renewed in body, mind and spirit. Plastic handles are normally made with two pieces joined in the neck area of a brush and can occasionally catch hair. The Smooth Operator's uniquely designed handle is solid throughout and therefore prevents this problem from occurring. Tourmaline Ionic bristles condition the hair. Ceramic Thermal barrel rapidly distributes and retains heat.

Don’t make the mistake of dragging yourself through an entire year or more of start-up stress only to discover that, once you’ve launched your business, you’re either too tired to go on vacation or too busy with the next phase of your business to plan one. Instead, go to your calendar. Block out a vacation week three months ahead of your busiest time . Do this for your own health, for the wellbeing of your business and to ensure that you won’t become just another small business start-up fatality. Your family, your friends and your business will thank you for it. ▲

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WRITTEN BY SUSAN L. REID ABOUT THE AUTHOR: Susan L. Reid helps entrepreneurs transition into owning a business they truly love. Get instant access to your own free copy of the Turn Your Business Dreams Into Reality Toolkit. Discover how to take your passion and it into a profitableRY business Available at:turn T HE INDUST SOURCE • with video lessons that show you how to take your first steps.

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TISmag_MA12_22-23 Ta e Time

2" dia. 2-1/2" dia. 3-1/4" dia. 4" dia.

THE INDUSTRY SOURCE

2/3/12 2:

SPRING INTO ACTION

The Secret to

ENERGIZING T

here's a secret to energizing employees. Well, it's not a secret, but so few leaders do it that it seems like a secret. What's the secret? The secret is trust.

Trust is the one thing changes everything. If leaders would spend time working on building a team of people who trust the leader and who trust each other, team work and high productivity would not be an area of concern. There is no quality more important for high speed, lower costs, pronounced productivity improvements and energizing employees than trust. Let's look at a few situations where trust is low to see how low trust impacts work and life. Do politicians trust each other? Not really. Are they productive, moving ahead as an energized team? Nope. What's the level of trust at the airport when it comes to security? Low. This low trust environment results in slow progress and immense expense. Now think of angry, warring couples who are divorcing each other. How much trust is usually there? If they're angry and at war, probably not much.

THE INDUSTRY SOURCE

March/April 2012

Employees

Recall teams you've worked on where people were busy blaming, judging, masquerading and self protecting. Now recall how productive and energized you were. It's probably one of your "Who's the worst boss you've ever had" stories… and not a fond memory, right? More than likely you don't have a team of politicians, airport security guards or divorcing couples working for you, but all teams everywhere need high trust to move fast and smart with high energy. There is a saying that goes, "Without trust, words become the hollow sound of a wooden gong. With trust, words become life itself." If people on your team are at war individually, those battles will spill over into the rest of the team. This low trust “vibe” will create an inability to get much done efficiently, especially in meetings. Low trust creates low levels of commitment and buy-in on key decisions and truly hampers your ability to create an environment that's energizing to employees. Here are four things you can do to improve trust (and therefore speed and energy) within your team:

1. Develop team norms and standards for all meetings, communications and interactions. Have the entire team develop and create the norms, specifying what is in-bounds and out-of-bounds behavior. Post and review these team norms at every meeting. (If the team creates the norms, they will be much more likely to self-regulate.) Sample norms that are energizing to employees include: • Always look up when responding to others' ideas. • Share what you like about the idea first – even if you don’t think the idea will work. Then share how the idea can be made better. • Be soft on people, hard on ideas. • There should only be one speaker at a time.

If leaders would spend time working on building a team of people who trust the leader and who trust each other, team work and high productivity would not be an area of concern.

this question for each position on the team: "What must happen in this position in order for this position to be successful?" Dialogue should be held with each employee to review, discuss and refine these expectations. Low trust breeds in environments where people do not understand what is expected of them.

3. Conduct a confidential online team assessment to measure the team's effectiveness. Ensure

that the assessment includes questions about the degree of trust on the team. Have the team review the assessment results together to discuss and define team strengths and development areas. Making sure each team member’s opinions are heard is a powerful way to demonstrate that their ideas are valued, which also creates trust.

4. Make building team trust a high priority that is discussed and worked on daily. Focus on

building team trust as much as you focus on solving business issues. Remember: The higher the trust, the greater the speed – and trust usually doesn't “just happen.” The leader must lay the groundwork to help create an environment where trust can develop, and then it must be nurtured and cultivated by the team. Energizing employees is easier and almost effortless when your employees work with a team and a leader that has built a trusting, high functioning, low negative friction environment. So what are you waiting for? Your team is waiting for you! ▲ WRITTEN BY SUZIE PRICE

2. Clarify the roles and expectations of each team member. Define who's in charge of

what. The leader should ask and answer

ABOUT THE AUTHOR: Suzie Price is the editor of PricelessProfessional.com, a comprehensive resource for people who want to wake up excited and enthusiastic each morning. To improve your team dynamics, find free team building activities on her site.

T HE INDUST RY SOURCE • 800.362 Available at: T HE INDUST RY SOURCE 800.362.6245 • theindustrysource.com Available at: T HE INDUST RY SOURCE • 800.362 Available at:

•

Available at:

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THE INDUSTRY SOURCE

SPRING INTO ACTION

unning a business can be tough, especially if you're trying to accomplish so much on your own. Sometimes it can leave you feeling a little discouraged, causing you to lose motivation along the way. That's why it's important to amp up your enthusiasm, empowering yourself to stay excited about your business – no matter what happens.

Positively positive It takes some mental strategy to set yourself up for success. Your entire lifestyle needs to be self-energizing and must revolve around a positive atmosphere. That doesn’t just include what you say and do, but also who you associate with. Don't surround yourself with negative people, because positivity and negativity are magnetic. They rub off on those around you. You want to spend time around people who see the glass as “half full,” so to speak. It goes a long way. These people see the positive side of things. Keep positive friends around, and make sure your discussions are uplifting and beneficial – no complaints. When a difficult situation arises, instead of dwelling on defeat, these people consider failure as a chance to learn how not to do things and as a step closer to success. Positive self-talk Keep positive friends is also important. Self-talk may around, and make sure your seem strange if the concept is new to discussions are uplifting and you, but you'd be surprised at how beneficial – no complaints. many people talk to themselves (or at least think positive thoughts to themselves) and benefit from it. Instead of telling yourself that you’re never going to succeed, say instead, “I've got to keep going because I'm so close.” Watch what you say to yourself, and don't let defeat enter into your vocabulary.

Don't let defeat defeat you

AMP

Up Your Enthusiasm

Any business person knows that there are ups and downs in the industry. It's very unlikely that anyone is going to start a business and instantly climb to the top without hitting a few bumps along the way. But without the challenge, we wouldn't be driven to accomplish anything. Challenges help motivate us and keep us going – even when things seem difficult. When you've won, you stand back and feel proud that you did it.

Re-energize It’s also important to remember not to stand still on one task. If you are stumped on something, move on and leave it for now. Let your mind be refreshed when you next look at it. Take a break and let yourself recharge or move on to another task. This isn't just about trying to pump more power into your batteries. It's also about conserving your power and spending it where you need it. If you're on standby as you struggle with a task, it won't do you any good to spend energy and let yourself get drained on something that's brain-blocking you. It’s important to re-energize and remain enthusiastic. Enthusiasm is the light in the darkness, helping us to see our goals and guide us toward them. Keep a positive attitude, spend your motivation batteries wisely and, most importantly, energize yourself with enthusiasm. ▲ WRITTEN BY RUSSELL WALLACE ABOUT THE AUTHOR: Russell Wallace is a CEO of 29Prime.com, a one-stop online advertising solution for all small business online marketing needs.

THE INDUSTRY SOURCE

March/April 2012

How do you create

the perfect curl? Tapered Curling Iron is a must-have for beautiful accent curls and spirals, featuring:

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SPRING INTO ACTION

TAKE ACT ION

In Your Business for Better Results

ll of us have goals. Take a moment and picture what yours are for your salon, spa or personal business. Do you want to serve more clients? Do you want to open up a new branch? Do you want to makeover your business? No matter what it is, if you want to get results, you’ve got to take action. Not sure how? Try these 10 steps!

Effective planning When it comes to taking action, planning is key. First, you must decide on the objective you wish to accomplish. Second, you must select a strategy and divide it into individual steps. And finally, you need a realistic timetable. This is important, because if the timetable is too short, you will become frustrated – which will impact your work negatively. If the timetable is too long, you will be inclined to procrastinate.

Make a list

THE INDUSTRY SOURCE

TISmag_MA12_28-2 .indd 28

Write down everything that you can think of that would improve your work environment. Next, go about implementing as many of these changes as possible. It’s important to be happy and get enjoyment out of work to be as productive as possible. Every work environment can be improved – even if it’s just through small things like a more comfortable chair or getting rid of the TV in a room where you do your creative thinking.

Manage your time

Making a list is one of the easiest ways to track and manage all of your actions. Modify your lists with new action steps you wish to take and prioritize according to importance. It’s a simple way to make your goals visible.

Work Environment

Time management is critical to success. First determine your time commitment, then work to make the best use of it. You can’t waste any time when you work on your business, as time is the most important resource you have. Take a close look at how you spend your time, and make notes about it from week to week. Be honest with yourself. How well you use your time will determine how much money you make in your business.

March/April 2012

2/3/12 2:

Work in short bursts To avoid procrastination, learn to work in very short bursts of time. Break down tasks into a very small chunks. You might even want to use a stopwatch. Set it for 30 minutes and try to work as fast and as hard as you can for those 30 minutes. Challenge yourself to see how much more work you can get done each time you repeat the process.

Fastest path to cash Write down all the projects, ideas and plans you are considering. Then prioritize the list in order of what will bring in cash the fastest. Then take action to complete that plan!

Gradual improvement The key to growing your income from month to month is by achieving incremental progress and gradual improvement. Try to tweak and improve your work every week. If you get the same results every month, then you are doing something wrong. Always stay focused on incremental progress. Always work towards being better and providing better service.

done fast. When you increase productivity and cut down wasted time through the use of a streamlined system and with the help of others that you train to complete tasks that you used to think you had to do yourself, you will have more time for new ideas.

Remove obstacles Write down all of the obstacles that keep you from taking action. Figure out what is holding you back, then think about what you can do to eliminate that resistance.

80/20 Rule Learn to use the 80/20 rule to determine what action will take priority in your business. That means that you need to do more of the things that produce 80% of the results and less or none of the things that produce 20% of the results. Always focus on the 80% of the 80/20 rule and simply do more of it. By now you know that solid planning is critical. You must manage your time and draft realistic timetables. However, once you find yourself taking action consistently, you will also find yourself bringing in more money! ▲

Find a system that works and stick with it Take action fast by finding a system that works for various tasks that you must repeat often, and stick with it! You can even train others to do it for you. Working with streamlined systems is key when you want to get things

WRITTEN BY ANDREJ UREK ABOUT THE AUTHOR: Andrej Urek is an online entrepreneur with a passion for affiliate marketing and new business ideas. He currently teaches business owners how to make extra incomoe online. For more information, visit onlinemarketingboss.com.

Get beautiful, healthy nails…naturally! All-Natural Nail Growth Accelerator Applied daily, Onymyrrhe® guarantees longer, stronger, thicker, more splitresistant nails. Available in single 1/2 oz. size and 6-ct. Display.

Clear Nail Fungus Quickly OnyStat® with Tetranol, an all-natural 100% organic plant derivative product, clears fingernail fungus in 10 days, or toenail fungus in 40–60 days. Available in 20-ct. convenient, individual-use disposable swabs.

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TISmag_MA12_28-2 .indd 2

THE INDUSTRY SOURCE

2/3/12 2: 8 PM

INNO ATE

Is your salon a

CND SHELLAC

s nail professionals and customers can attest, all nail services are not created equal! Factors include the skill and proper training of the nail professional and the quality of the products used. CND Shellac Power Polish™ is a oneof-a-kind product with easy, non-damaging removal that sets it apart from copycat products on the market and gel manicures. When used as directed, it comes off quickly and easily without damage to the natural nail.

But what happens when consumers ask for a CND Shellac Power Polish service but receive something completely different (although they may be told it’s Shellac)? Unfortunately, too often women unintentionally get a gel-polish or Shellac pretenders service then ruin their nails trying to remove it. So, to solve this problem, salon clients around the U.S. will soon be assured that the CND Shellac services they receive have CND’s official seal of approval. CND is cracking down on Shellac fraud by implementing a CND Shellac Salon Certification Program. This program deploys CND Education Ambassadors to visit salons across the country who registered on cnd.com as CND Shellac Salons. To be a certified CND Shellac Salon, a CND representative will visit the salon, provide training and review protocol (no mixing systems or filing on the nail permitted). Salons that meet the criteria will be awarded CND’s seal of approval. Clients will now be able to look for the “Certified” seal of approval on a window cling near a salon’s entrance and on cnd.com’s Salon Locator. “Our CND Shellac Salon Certification Program will ensure the ultimate experience for clients and will provide a great incentive to Nail Professionals to provide exemplary CND Shellac services,” says CND Co-Founder, Jan Arnold. The program is rolling out first in New York, California, Nevada, Colorado, Ohio and Chicago and will expand across the U.S. in 2012. ▲

THE INDUSTRY SOURCE

March/April 2012

Want to know how to get the CND Sugar Plum Plaid nails featured on our cover? Read on!

H STEP STEP STEP STEP STEP STEP STEP STEP

Certified Salon?

Apply one thin layer of Stickey™ Base Coat. Apply one layer of Blueberry Whip Colour diluted with 50 percent Speedey™ Top Coat for a sheer look. Apply a stripe of Blueberry Whip Colour down one side of the nail. Apply a second stripe of Asphalt Colour diluted with 50 percent Speedey™ Top Coat for a sheer look, down the opposite side of the nail. Apply a wide horizontal band across the center of the nail with Plum Truffle Colour diluted with 50 percent Speedey™ Top Coat for a sheer look. Coat a striping brush with Plum Truffle Colour and apply a thin horizontal line about ⅛ inch higher than the last band. Using the striping brush, apply two thin lines both horizontal and vertical with Brilliant White and Silver Chrome Colours. Finish with a layer of Super Shiney™ Top Coat.

Life Made a Little Easier. Cleaner & Easier refilling. • • • • •

Pre Heats 8oz. jars of Nufree. Fill or top off Thermal Unit. Wrap jar, plug in. Cut waiting time down. Melts Nufree in 10 minutes.

NEW Scraper Bar. • Allows small area touch ups. • Scrap excess Nufree off, before applying to client. • Attach when needed. • Use at the hair station.

re e om

That’s a WRAP Kit! That’s a WRAP Kit makes life easier. Refill your thermal units in 10 minutes and perform small area touch ups right at the station. Includes: - 8oz. Jar Wrap - Stainless Scraper Bar - (1) 8oz. Jar Nufree - (5) Body Applicators - (20) Eyebrow Applicators - (50) Epilating Strips - 1oz. Erasing Lotion - (5) packets of finipil pro

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INNO ATE

ashion offers smooth and natural lines, which give you the chance to move while maintaining shape and style. Synergy, lightness, cleanliness and discipline are characteristics of the new trends that turn this simplicity into charm. Kemon’s new AND products give you the best tools to achieve this look in hair styling as well.

Developed by Kemon’s Research and Development Lab, AND products give complete styling freedom, making it extremely simple to mold, shape and re-shape hair into any creation imaginable. AND products take styling services to the next level thanks to their advanced formulas, which style without plastering, leaving hair free to move but ensuring that it remains perfectly done in the desired shape, while nourishing and protecting.

AND by Kemon

The newest line in hair fashion

Kemon developed AND to provide another offering in the world of styling products. AND is the ideal product for those that look for high quality products combined with a very sophisticated aesthetic and technical characteristic of lightness and intangibility, which allows the creation to have a more natural – but still defined – look. The idea behind AND was to give clients more than just a styling product, but a product that would coincide with fashion’s soft, natural styles. That’s why the line was named AND, or “plus.” All the AND product formulas contain high quality raw materials, which leave hair soft and natural, making it easy to obtain desired style results. Nourishing ingredients increase shine while protecting and repairing damaged locks. Two natural active ingredients are used in the entire line: procyanidin from grape seeds, which fights free radicals and reduces scalp irritation and cellular aging, and ferulic acid, a very powerful antioxidant and UV filter. AND products feature: • Light textures that do not weigh hair down • Specially selected active ingredients that improve hair by nourishing, repairing and protecting it with the power of antioxidants and UV filters • Fresh fragrance • Minimalist aesthetic, giving the line a sophisticated and extremely professional look

HAIR: Carlo Bay PHOTO: Amedeo M. Turello MAKE UP: Adalberto Pezzaioli HAIR PRODUCTS: AND by Kemon

THE INDUSTRY SOURCE

March/April 2012

To make the product immediately recognizable, the name is associated with a two-digit numeric code. The first number indicates the level of hold. The second number indicates the level of shine. For more information about Kemon products, visit kemonusa.com. AND, and other Kemon products, can be purchased from THE INDUSTRY SOURCE. ▲ WRITTEN BY VALENTINA MONTI

www.kemon.it

by Kemon

Styling goes glamorous

Sold exclusively in fine Kemon salons. Distributor locations — kemonusa.com Kemon technical information — kemon.com North America Master Distributor — tng worldwide

INNO ATE

SNAPSHOT From ponytails to fishtail braids, stars sported a range of elegant red carpet hairstyles this award season.

Braids

Ponytails

Helga Esteb / Shutterstock.com

Kaley Cuoco at the People’s Choice Awards

Joe Seer / Shutterstock.com

Sofia Vergara at the SAG Awards

Helga Esteb / Shutterstock.com Helga Esteb / Shutterstock.com

Janina Gavankar at the Golden Globes

THE INDUSTRY SOURCE

March/April 2012

Joe Seer / Shutterstock.com

Zoe Saldana at the SAG Awards

Madeline Carroll at the People’s Choice Awards

Loose low-dos

RoidRanger / Shutterstock.com

Charlize Theron at the Golden Globes

Sleek and sophisticated

Helga Esteb / Shutterstock.com

Julia Kurbatova at the Golden Globes

Helga Esteb / Shutterstock.com

Cobie Smulders at the People’s Choice Awards

Bombshell Waves

Helga Esteb / Shutterstock.com

Carrie Preston at the Golden Globes

Helga Esteb / Shutterstock.com

Ashley Benson at the People’s Choice Awards

Helga Esteb / Shutterstock.com

Julianne Hough at the People’s Choice Awards

Helga Esteb / Shutterstock.com

Demi Lovato at the People’s Choice Awards

order products 800.362.6245

THE INDUSTRY SOURCE

INNO ATE Killer color activator

Spring

FORWARD

Kemon NaYo Cream Activators .85 oz. 18-ct. $10.50 ea.

Give your clients a fresh look! Here are 10 products that will add a little extra spring to their step.

 Hot

hair on the go

black 15in1 Signature Travel Kit • Miracle Hair Treatment 3.3 oz. • TWICE A WEEK Miracle Hair Shampoo 2 oz. • TWICE A WEEK Miracle Hair Conditioner 2 oz. $21.00

Cozy comfort For Pro Premium Slippers in Beige 1-pr. $1.27

▲ Flawless

legs

Nine shades. 1.69 oz. $38.00 ea.

▲ The

perfect set

Ginger Lily Farms Botanicals Gift Crate Fits four 8 oz. bottles (prices vary)

THE INDUSTRY SOURCE

March/April 2012

 Silky

smooth

Cuccio Naturalé Lyte Ultra-Sheer Body Butter in Lavender & Chamomile 8 oz. $4.97

Fresh feet

Maxim Pedi Redi Plus Blueberry Sandalwood & Vanilla 28 oz. $28.97

▲ Shiny

strands

Orofluido Shine Spray 1.6 oz. $10.00

▲ Soft

skin

Therabath Refill Paraffin Wax Eucalyptus Rosemary & Mint 6 lbs. $27.97

For ordering information, please call 800.362.6245.

▲ Voluminous

hair

BaByliss PRO Nano Titanium 8 Roller Hairsetter $54.97

800.362.6245

THE INDUSTRY SOURCE

INNOVATE

PASTELS with a pop

Delicate, flowy fabrics in soft pastels and more structured designs with a pop of color are making a statement in 2012 spring and resort collections. And this season’s polish collections promise the perfect complimentary colors.

611559 Care to Danse?

Escape to paradise Essie’s Resort 2012 collection is inspired by a woman who embodies the essence of screen idols like Audrey Hepburn, Elizabeth Taylor and Grace Kelly. With adoring fans at her heels and essie on her toes, she’s always one stylish step ahead of the crowd. “This collection is for the glamour girl in each of

611557 Barre My Soul

us who loves to be the center of attention. She’s ambitious and self-assured, fearlessly putting herself first. […] She’s sexy, playful 611558 Don’t Touch My Tutu!

and confident enough to know that even when she’s just rolled out of bed, she’s picture perfect.”

BCBG MAXAZRIA

Essie Weingarten, essie brand founder and Global Creative Director marc jacobs Resort 2012

Soft and serene OPI’s six latest additions to the SoftShades collection are inspired by the New York City Ballet. New York City Ballet by OPI features sheer shades lightly tinged in hues of beige, pink, white, lilac, grey and silver sparkly lacquer. “The [New York City Ballet] 151792 No More Film

151793 She’s Picture Perfect

151794 Pink-a-boo

151791 Sure Shot

dancers,

choreography

and

costumes provided a wealth of inspiration for a range of soft, feminine hues.” Suzi Weiss-Fischmann, OPI Executive VP & Artistic Director

To view the complete spring polish collections by OPI, SpaRitual, China Glaze and essie, turn to our Just In section on pages 44 – 49.

THE INDUSTRY SOURCE

March/April 2012

T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com Available at: T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com Available at:

INNO ATE

TOP T

Destination Vacation Services

he spring is the perfect time to pack it up and leave it all behind! The days start getting a little longer and the weather starts getting a little warmer, making it easy to want to fastforward to summer – even if it’s just for a week! Help your clients prep for spring vacations with these seasonal services that will have them beach-ready in no time!

3. Nufree Service Center 1. Spa Ritual Close Your Eyes Organic Sugar Scrub Give clients beach-ready skin! Made with 70 percent certified organic ingredients, Close Your Eyes Sugar Scrub gently exfoliates, moisturizes and smoothes skin with certified organic sugar crystals and geranium essential oil to detoxify and lift dead surface skin, leaving skin naturally hydrated, renewed and soft.

Help clients get bikini ready with a Nufree Brazilian wax treatment! Made for sensitive skin, Nufree is 75% less painful than waxes. Nufree is erasable, antibacterial and antimicrobial, doesn’t stick to skin and allows reapplication. Stays liquid at body’s temperature without drying and makes it easy to remove hair on smaller areas, which insures results on coarse hair and swirl growth. Finipil Antibacterial, protects, cools and shrinks pore size and, when used daily, prevents ingrown hairs and elongates time between Nufree removal treatments.

2. Essie Resort Collection Manicure This resort season, give your clients’ glamorous side its next break and help them discover their inner Hollywood starlet. This collection is a look that is not afraid to be bold and beautiful with four stunning shades of magenta, lilac, crème and micro-glitter sheer that will thrill clients from their wave-tousled hair right down to their Malibu mules.

4. CND Shellac™ Pedicures Give clients a sand-proof pedicure with Shellac’s six new shades that are perfect for even the most sophisticated resort. Choose from Silver VIP Status (sheer diamond silver effect), Rubble (mushroom taupe), Gold VIP Status (sheer golden shimmer effect), Dark Lava (stormy raisin), Cityscape (creamy dove grey) and Silver Chrome (iron metallic).

5. Keratin Express Daily Keratin Daily Keratin is the perfect retail item for clients to bring along with them during a week in the sun to eliminate frizzy humid-weather hair and shorten drying time. It’s the fastest, simplest and most affordable way to have smoother, shinier and betterconditioned hair and is a great add-on service with cut or color. ▲

THE INDUSTRY SOURCE

TISmag_MA12_ 0

e tination acation Service .indd

March/April 2012

2/3/12 3:08 PM

KITS, T R A NAIL ESTONES L A SION S & RHIN S E F PRO RT PEN A NAIL

Exclusive Offer! Buy 1 Flower Decoration Kit (134108) & Get 1 FREE!

Model’s nails created from Flower Decoration Kit

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INNO ATE

with this Stress-Reducing Add-on Service!

Soak Add two teaspoons of OPI soak for every gallon of water and soak the clientâ&#x20AC;&#x2122;s feet (or hands) for approximately five minutes. Remove from water and towel dry.

Shape

STEP

OPI Chamomile Mint Mani/Pedi

STEP

RELAX

Inspired by the flowering chamomile plant with its stressreducing nature and honey-sweet aroma, Chamomile Mint is packed with antioxidants and refreshing mint to help invigorate. Leaves skin renewed, smooth and touchable.

STEP

Help Clients

Remove polish with an Expert Touch Nail Wipe saturated with Expert Touch Remover. Shape nail with an OPI Crystal File.

Detail Massage Avoplex Exfoliating Cuticle treatment into cuticles and detail with the OPI PediPusher.

Exfoliate Apply Chamomile Mint Scrub and massage away the stress. The natural sugar crystals reduce calluses and smooth away dry skin. Use the OPI Foot File on callused areas.

Hydrate Apply Chamomile Mint Mask with shea butter extract for ultra-hydrated skin. Cover the foot (or hand) with a plastic bag and wrap in a warm, dry terry towel. Remove the mask after 5 to 10 minutes with a warm, moist Expert Touch Table Towel.

STEP

Massage

To purchase these products see p. 45 for details

THE INDUSTRY SOURCE

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PI Sea ona .indd

Send your client to a place of peace and tranquility by massaging the calves, feet and toes with Chamomile Mint Massage lotion and finishing with a touch of OPI Smooth on those extra callused areas.

Dazzle Cleanse the nail plate with NAS99 and finish your service with your clientâ&#x20AC;&#x2122;s favorite OPI Nail Lacquer (Chip Skip, Base Coat, Lacquer, Top Coat and Drip Dry for the best polished look).

March/April 2012

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Choosing the

right wax Natural resins and rosins infused with pure essential oils - we have created a wax for you and your client that will easily remove hair without the pain and redness associated with other waxes. Available in strip wax: Classic, Cream, Rose, Turquoise. Or stripless wax: Austrian Green, Egyptian Geranium, French White.

SKINCARE BODY TREATMENTS

AMER CHOICICAN SPA’S E AWA RDS AMBE

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T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com Available at: T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com Available at:

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IN SALONS FEBRUARY 8

Limit restrictions may apply. While supplies last!

OPI

celebrates

color

with

Holland Collection for Spring/ Summer 2012. Inspired by the

TWHAT’S HE INDUST RY SOURCE NEW AT

country’s range of stunning

T HE INDUST RY SOURCE

shades – as seen in vivid tulips,

Available by phone, online and at select store locations.

windmill-dotted hillsides and bustling canals – the collection’s twelve shades offer a mixture of sophisticated neutrals and highly-pigmented brights.

 EDITION A • 12 Nail Lacquers .5 oz. each • 1 Color Chart • 1 Chipboard Counter Display • 12-Tip Color Palette w/ Chain and Label • Set-up Instructions 611537 $49.95 EDITION A+ Includes the A edition plus an extra set of 12 lacquers .5 oz. each. 611538 $94.95 (not shown)

▲ EDITION C • 36 Nail Lacquers .5 oz. each • 1 Acrylic Counter Display w/ Printed Footers • 1 Chipboard Header • 10 Color Charts • 1 Painted Color Palette w/ Chain • Set-up Instructions 611539 $149.95

EDITION D • 36 Nail Lacquers .5 oz. each • 1 Chipboard Header • 2 Printed Footers • 10 Color Charts • 1 Painted Color Palette w/ Chain and Label • Set-up Instructions 611540 $134.95

 MINI 4-PK. 4 Mini Nail Lacquers .125 oz. each • I Have Herring Problem • Red Light Ahead…Where? • Kiss Me on My Tulips • Pedal Faster Suzi 611541 $6.50

(not shown)

OPEN STOCK .5 oz. $4.25 ea.

A Roll in The Hague 611525

Did You’ear About Van Gogh? 611526

Dutch ‘Ya Just Love OPI? 611527

THE INDUSTRY SOURCE

Gouda Gouda I Don’t Give Two Shoes a Rotterdam! 611529 611528

March/April 2012

I Have a Herring Problem 611530

Kiss Me on My Tulips 611531

Pedal Faster Suzi 611532

Red Light Ahead… Where? 611533

Thanks a Vampsterdam WindMillion 611535 611534

Wooden Shoes Like to Know? 611536

▲ MINI 4-PK. 4 Mini Nail Lacquers .125 oz. each • Pirouette My Whistle • Don t Touch My Tutu • Care to Danse? • My Pointe xactly 611565 $6.50

Six

NEW

Lacquer

SoftShades

shades

Nail

inspire

your inner ballerina.

OPEN STOCK .5 oz. $4.25 ea.

IN SALONS APRIL 2012 Barre My Soul 611557

My Pointe Exactly 611560

Care to Danse? 611559

Pirouette My Whistle 611561

Limit restrictions may apply. While supplies last!

Don’t Touch My Tutu! 611558

You Callin’ Me a Lyre? 611556

▲ EDITION A • 12 Nail Lacquers .5 oz. each • 1 Chipboard Counter Display • 12-Tip Color Palette w/ Chain and Label 611562 $49.95

 INTRO KIT Includes one of the following • Scrub .2 oz. • Massage .2 oz. • ag 614151 $12.50

EDITION A+ • 2 Nail Lacquers .5 oz. each • 1 Chipboard Counter Display • 12-Tip Color Palette w/ Chain and Label 611563 $94.95 (not shown)

 MASK ltra-hydrates with shea butter extract and helps soften with botanical extracts. .5 oz. 614150 $12.95

CHAMOMILE MINT Inspired

the

flowering

chamomile plant with its stressreducing nature and honeysweet aroma; Chamomile Mint is packed with antioxidants

SCRUB Formulated with natural sugar crystals to reduce calluses and smooth away dry rough s in plus botanical extracts to help soothe. Triple-action fruit-derived AHAs leave s in sil y smooth. 614146 8.5 oz. $12.95 614147 25.4 oz. $29.95 614148 Gallon $69.95 See page 42 of an outline of this seasonal service.

along with refreshing mint to help invigorate.  MASSAGE A blend of botanical extracts plus antioxidant vitamins and emollients. Provides the ideal slip for a non-greasy spa massage while being the perfect lightweight moisturizer. .5 oz. 614149 $9.95

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TWHAT’S HE INDUST RY SOURCE NEW AT

T HE INDUST RY SOURCE Available by phone, online and at select store locations.

IN SALONS MARCH 2012 PIGMENT SUMMER 2012 COLLECTION Nature’s indigenous color palette represents humankind’s innate desire for creative self expression. Embellish a neutral landscape with searing pops of indigenous color left behind by ancient civilizations for the modern women to discover. Limit restrictions may apply. While supplies last!

Camellia 680290

GOLD LIMITED EDITION COLLECTION Radiate your inner light with our special edition lacquer shades in tones of golden green, rose gold, alloy and copper gold blends, infused with real gold particles. Gold is a symbol of a better moment in time, a period of mental growth and general well-being. Limit restrictions may apply. While supplies last!

Clay 680117

Heliptrope 680419

12 PIECE COMPLETE DISPLAY Includes two each of the colors listed in this clean and modern display made out of renewable Bamboo and features the SpaRitual logo branded on the front and back. 994654 $60.00

IN SALONS MARCH 2012

Alchemy 680291

OPEN STOCK .5 oz. $5.00 ea.

Henna 680175

Indigo 680417

Poppy 680046

 OPEN STOCK .5 oz. $6.00 ea.

Aurum 680171

Electrum 680418 Conduit 680172

Gilded Age 680295

Full Spectrum 157730

THE INDUSTRY SOURCE

March/April 2012

Liquid Crystal 157728

$4.00 ea.

Optical Illusion 157725

Polarized 157727

Model is wearing Prism

OPEN STOCK .5 oz.

Prism 157729

Model is wearing Prism

PRISMATIC COLLECTION This limited edition collection was inspired by the beauty and magic of multi-colored prisms. Complete with glitter and holographic-like technology, these six icy shades give the appearance of multi-layers of iridescent color. Limit restrictions may apply. While supplies last!

Model is wearing Prism

IN SALONS APRIL 2012

Model is wearing Prism

Rusted Lux 680173

Ray-diant 157726

www.chinaglaze.com www.chinaglaze.com www.chinaglaze.com www.chinaglaze.com www.chinaglaze.com www.chinaglaze.com

4 PIECE MINI COLOR CUBE Includes one each of colors listed in mini size. • No More Film • Pin -a-boo • She s Picture Perfect • Sure Shot 994206 $8.50

OPEN STOCK .5 oz.

No More Film 151792

Pink-aboo 151794

IN SALONS MARCH 2012 2012 RESORT COLLECTION The resort season is all about escaping the cold and heating things up – and looking fabulous while doing it. Inspired by glamorous Hollywood legends this collection is for the glamour girl in each of us who loves to be the center of attention. Limit restrictions may apply. While supplies last!

$4.00 ea.

She’s Picture Perfect 151793

 12 BOTTLE DESIGNER DISPLAY Includes four each of the two shades and two each of the other shades in the collection plus display. 994205 $48.00

Sure Shot 151791

IN SALONS APRIL 2012

4 PIECE MINI COLOR CUBE Includes one each of colors listed in mini size. • Instant Hot • Li e to be ad • Love Acceptance • Who is the oss 994208 $8.50

OPEN STOCK .5 oz.

Instant Hot 151797

Like to be Bad 151798

OPEN STOCK .5 oz.

2012 WEDDING COLLECTION Each shade in the collection radiates the serene exuberance of a newlywed bride. When the day is done and the honeymoon begins, these colors’ playful panache will be all the more appreciated! Limit restrictions may apply. While supplies last!

$4.00 ea.

Love & Acceptance 151795

Who is the Boss 151796

$3.75 ea.

IN SALONS MARCH 2012

Agro 157619

Dress Me Up 157613

Electrify 157609

Fast Track 157615

Foie Gras 157614

Harvest Moon 157611

Hook and Line 157616

Luxe and Lush 157608

Mahogany Magic 157612

Riveting 157610

Smoke and Ashes 157618

 12 BOTTLE DESIGNER DISPLAY Includes four each of the two shades and two each of the other shades in the collection plus display. 994207 $48.00

Stone Cold 157617

CAPITOL COLOURS COLLECTION This specialty collection presents 12 new lacquers that incorporate the hottest trends in the polish industry while offering an emotional connection through visual representation of key characters, events and the story that brings us all to the arena for the start of The Hunger Games. Limit restrictions may apply. While supplies last!

 12 PIECE COUNTER DISPLAY Include two each of the colors from the collection, plus display. 994158 $90.00

800.362.6245

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CND CALLUS SMOOTHER Features dual-sided, ergonomic handle. Includes 25 peel-away replacement grit pads for a sanitary service every time! 769251 $14.95 CND SHELLAC .25 OZ. You asked. We’re delivering. Expand your growing collection today with six new shades. $15.95 ea.

Gold VIP Status 768847

Silver VIP Status 768848

Dark Lava 768849

Rubble 768850

Cityscape 768851

Silver Chrome 768852

TWHAT’S HE INDUST RY SOURCE NEW AT

T HE INDUST RY SOURCE Available by phone, online and at select store locations. CND SCENTSATIONS SPRING FRAGRANCES Restore essential moisture with NEW Blooming Meadows hydrating lotions. Delicately scented with soft floral fragrances for all your springtime manicures and pedicures.

CND CALLUS SMOOTHER REMOVABLE GRITS REFILL PACK 50-CT. Includes 25 medium and 25 coarse replacement grits. 769252 $23.95

COLLECTION Includes 1 each of the fragrances listed 2 oz. each. 769745 $6.00 Limit restrictions may apply. While supplies last!

DARK BERGAMOT 769739 2 oz. $2.00 769742 8.3 oz. $4.95

SAVE $30! CND SPRING RENEWAL PEDI PACK Scrub off those winter layers with our new invigorating yet relaxing pedicure. Refresh your clients skin with a raw sugar AHA refining scrub that warms your clients soul before surrounding them with a fresh floral hydration. Includes: • Scentsations Magnolia Mandarin Hand ody Lotion .3 oz. • Cool lue oz. • SpaPedicure arth Mineral ath 11. oz. • SpaPedicure arth Warming Scrub 20 oz. • SpaPedicure arth Moisture Masque 16.6 oz. 768701 $49.94 Limit restrictions may apply. While supplies last!

THE INDUSTRY SOURCE

March/April 2012

FRESH DAY LILY 769741 2 oz. $2.00 769744 8.3 oz. $4.95

MAGNOLIA & MANDARIN 769740 2 oz. $2.00 769743 8.3 oz. $4.95

NAIL TEK CUTICLE REMOVER Designed to safely and easily remove excessive cuticle growth in 30 seconds or less. se in con unction with Nail Te products for strong healthy natural nails. 2 oz. 309122 $4.97

HEMPZ SINK SIDE SIX PACK Includes • Mini Herbal ody Moisturizer 2.25 oz. • Mini Pomegranate ody utter 1.5 oz. • Mini Pomegranate ody Wash 3. oz. • Mini Sandalwood Apple ody Scrub 3. oz. • Lip alm .5 oz. • Travel ag 995005 $14.94 Limit restrictions may apply. While supplies last!

A $19 VALUE!

Ships from Michigan Distribution Warehouse only.

SAVE 20% SEASONAL FRAGRANCE MAXIM PEDI REDI PLUS SALE $23.14 ea. 2 oz. 50- 0 applications 309300 Citrus & Green Tea 309283 Eucamint 301085 Mango Coconut

BABYLISS PRO NANO TITANIUM CONISTRAIGHT IRON The unique barrel is rounded, tapered and split, making it one of the most versatile irons in professional styling. Opened up as a flat iron, titanium plates glide over hair to straighten, shine and smooth. Bending the ends of hair around the curved outer barrel creates flips and curves; wrapping hair between twin barrels forms twisted drop curls. And locked in the close position, the styler becomes a tapered curling iron that creates any size curl or wave. Tiny silicone guides on the clipless titanium barrel guides hair into the perfect position for spiral curls and cool tips offer great maneuverability. Features three heat settings. 5/8” – 1 1/4” 444278 $79.97

SALE $39.94 ea. 65 oz. 115-135 applications 309301 Citrus & Green Tea 309284 Eucamint 301086 Mango Coconut 301119 Pomegranate Lime Limit restrictions may apply. While supplies last!

Ships from Michigan Distribution Warehouse only. Straighten

Curl

One Wrap

Twist

Introductory offer, SAVE $32! IBD JUST GEL POLISH STARTER KIT Includes: • 6 ust el Polish Shades .5 oz. each All Heart randy Wine Plum Raven erber Daisy Whipped Cream Seashell Pin • ase Coat .5 oz. • Top Coat .5 oz. • 3 Cuticle Pushers • 20 Appointment Cards • Tent Card 106665 $65.34 Limit restrictions may apply. While supplies last!

800.362.6245

THE INDUSTRY SOURCE

IMAGE

What does your

LOGO

he salon and spa industry is booming in many ways as more and more people start to realize that the services that these businesses provide can help them live a healthier, more stressfree life. However, with the increased demand for salon and spa services comes increased competition – and a greater need for salon and spa owners to do everything possible to ensure that their business is a cut above the rest. One of the ways that this can be done is through the use of proper branding principles, and the most basic of these is the logo. A company’s logo says a lot about the type of business it is. But too often logos are created without taking into account several basic elements:

say about your business? Font The salon and spa business is all about image and enhancing beauty – which is why your choice of font matters. Font choice subtlely conveys a lot about your company. A sleek, stylish font conveys a chic image, whereas script fonts convey a more whimsical, feminine image. However, using a font like Comic Sans in your logo may convey that your business is very casual and is not to be taken seriously.

Style Be sure that your logo looks fresh and contemporary – because if it looks out of date, potential clients will assume that your entire business is stuck in the past, from the décor to the services offered.

So, does your logo pass the test? If not, maybe it’s time for a redesign, keeping these principles in mind. And don’t A company’s logo says a lot about Color Scheme forget that all elements of your First, ask yourself what kind of the type of business it is. But too often corporate identity (from letterheads services clients expect from your to business cards, mailings and business. One of the most obvious logos are created without taking into signage) should not only include answers is that clients are typically your logo, but should also be looking for services that will help account several basic elements. designed in a similar style with them de-stress and relax. Similarly, corresponding colors and typefaces the colors in your logo should have in order to maintain your brand’s a soothing and relaxing effect as well. Because of this, graphic designers identity. Simple steps like these will ensure that your business not only often choose light toned colors to represent businesses and brands within offers the best services, but also gives a fantastic first impression. ▲ the salon and spa industry. For example, cactus green, almond pink, WRITTEN BY AMANDA SLATER brown, aqua and apricot yellow are some commonly used colors.

THE INDUSTRY SOURCE

March/April 2012

Sugar Scrub: Sugarcane crystals and Vanilla Bean combine to exfoliate and soften the skin with anti-oxidant benefits. 109910 (19.5 oz.) Spa/Salon: $14.97

Butter Blend: Natural anti-oxidants and ultra rich softening benefits combine with non-oily, 24 hour hydration for an inspired feeling of comfort and calm. #109901 (8 oz.) Spa/Salon: $7.97

T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com Available at: T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com Available at:

IMAGE

RELAX AND

INDULGE Immerse Spa: Michigan’s finest hospitality establishment

mmerse Spa at the MGM Grand Detroit is designed to revitalize. Featuring tranquil waters, rich woods and soothing light, it is a total sensory experience wrapped in urban luxury.

Immerse Spa was the only establishment in Michigan acknowledged by Forbes’ 2011 list of four- and five-star hospitality establishments. The 20,000-square-foot spa is the only

THE INDUSTRY SOURCE

March/April 2012

resort-style, full-service spa in southeast Michigan. With nine treatment rooms and a full menu of services, including facials, massages, manicures and pedicures – all of which incorporate premium products such as Ginger Lily Farms Botanicals, Immerse spa offers services that are tailored to patrons’ unique relaxation needs.

Immerse Spa at MGM Grand Detroit 1777 Third Street Detroit, MI 48226 877.888.2121 mgmgranddetroit.com/spa

Opposite Page: Pool – MGM Grand Detroit’s indoor infinity edge pool with its private cabanas lets you escape. Above: Spa Room – One of Immerse Spa’s nine private luxurious treatment rooms for massages, facials and body treatments. ▲

T HE INDUST RY SOURCE • 800.362 Available at: T HE INDUST RY SOURCE 800.362.6245 • theindustrysource.com • Available at: T HE INDUST RY SOURCE 800.362 Available at:

•

Available at:

T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com 800.362.6245

THE INDUSTRY SOURCE

IMAGE

LOOK THE PART Sweat the Small Stuff!

ow you look has a lot to do with how others perceive you and how you perform at work. And when you look like a million dollars, you’ll feel good, you’ll be more productive and people will be more receptive to you and your ideas.

When it comes to dressing for success, sometimes it’s important to pay attention to small details.

Neat and Crisp Everything about you must be neat and crisp. From head to toe, people will be looking at you. The higher your rank, the more important it is to adhere to an appropriate dress code. All shirts must be ironed – no wrinkles allowed! Avoid stains as well. (That’s what napkins are for.) Keep your face clean. Guys, remove unruly facial hair. And, if you do keep some facial hair, be sure that it suits you first – and keep it under control.

All in the Details Details are crucial. Accessories, for one, have a significant impact on how other people see you. For instance, the kind of watch you wear or the kind of bag you bring to work every day speaks volumes about you. You might not think that people care about what you have on your wrist, but, believe me, they do. They’re just very discreet about it. For work, leave your cartoon character watch at home and don a professional-looking watch instead. It doesn’t matter that your late grandmother gave you that watch. At best it makes you look like you don’t have style. At worst it makes you look like a kid – and a kid in the workplace translates to someone who can’t handle big responsibilities.

When it comes to dressing for success, sometimes it’s important to pay attention to small details.

Another detail that you have to pay close attention to is your scent. Aside from good grooming (which is basic), you also have to decide which cologne or fragrance best suits you for work. However, just a few sprays or a sprinkle will do, as some are allergic or sensitive to strong fragrance.

Safe Color Combinations When in doubt, stick to black and white. With the right accessories, the whole ensemble will look classy but not boring. Other neutral colors such as beige, brown and gray are also considered classic business colors. Experimenting with hues is okay, but don’t mix colors you’re not entirely sure of on a day that you need to be at your best. If you really want to add punch to your clothes, choose only one bright color and match it with neutral tones. That way, you won’t look like you’re trying too hard. Follow these simple “dress for success” tips, and you’ll be ahead of the game. WRITTEN BY MICHAEL LEE

ABOUT THE AUTHOR: Michael Lee works to help clients discover success secrets. To get free instant access to over $2,355 worth of the best self-help ebooks free for a limited time, visit 20daypersuasion.com/goldaccess.htm.

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affordable luxury Solutions that enhance your image and build your business. WHAT IS YOUR SALON OR SPA IMAGE SAYING TO YOUR CLIENTS? So your services are amazing. How about your overall design? To maximize your salon or spaâ&#x20AC;&#x2122;s potential, you need a space that emphasizes your service offerings in surroundings that appeal to all five senses. Thatâ&#x20AC;&#x2122;s where Pavilion products come in. We offer quality products at affordable prices, so the quality of your salon environment can match the quality of your services.

For more information, call 877.550.4407. A tng worldwide Signature Brand

Photo courtesy of Headlines THE Salon, Encinitas, CA

IMAGE

2012 Salon and Spa

DESIGN TRENDS

Want to know what’s hot in 2012 salon and spa design? Read on.

Headlines The Salon Encinitas, CA

colors that have been popular for the rom gothic to modern European, This year the design trend is past couple of years, while adding some architectural classics to retro, surprising, bold splashes of vibrant red, exotic and natural to Zen and to go back to the basics, bright orange, teal blue, deep purple or over the top opulent, a glamorous citrus green on walls to create drama in interior is key for the coming keeping the design simple, the space. Muted colors such as deep year. However, instead of decking out eggplant, shades of grey and grassy green, a space with every possible decoration, serene and stress-free. this year the design trend is to go back when used in the same space, create a to the basics, keeping the design simple, relaxing, calm and very upscale salon feel. serene and stress-free. Natural interiors are more pared down. The Opalescence in paints and fabric drapes is a key look for today’s glamour is still there, but it is more understated. And self-expression salon or spa, as is using color to enhance the character of the space, is incorporated into designs – which means almost anything goes. to solve space problems and to create harmony and balance. Metallic and the color black are the future of the salon, as they are not only The focus on recycling, repurposing and using green materials big this year but are forever classic. in the salon is more popular this year than in previous years. Many Texture is a key word for 2012. Textures like suede, exotic leather, designs are utilizing products from nature in a way that will not stones, crocodile/alligator vinyls and velvet or sheer drapes are permanently destroy them for future use. Sustainable resources all sought-after this year. Texture anywhere in the salon or spa allow for the resources to regenerate before being used again. is important, as it gives the eye various focal points and creates A great example of this is bamboo flooring, porcelain tiles and visual interest. environmentally-friendly fabrics. Casual/contemporary remains the dominant style – which means streamlined, clean and simple, as it is a trendy, chic look. White and chrome has been a big request for the last three to five years. Mixing chocolate brown vinyls or laminates with the white and chrome is very popular. Other colors that are “in” for 2012 are rich earth tones. The year’s color palette is staying close to the comforting, natural

THE INDUSTRY SOURCE

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Believe it or not, wallpaper is back – and in a big way! Commercial wall covering adds an extra spark or a focal point for very little investment. Popular patterns vary from bold stripes to colorful floral patterns, traditional damask, grass cloth, retro designs and many more. Wallpaper can change the look of an area of the salon that is currently dull and non-interesting, transforming it to a creative niche.

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Floors in a salon or spa should always be timeless so the design can change without replacing the floor. Designer vinyl floors are also still one of the best options for salon flooring. The vinyl floors can come in many different patterns that work very well with the salon’s overall look. Porcelain flooring has come a long way in overlook and durability. Salons will continue to use porcelain tiles that look like limestone, granite, marble, onyx and travertine. And, when it comes to grout lines, they should look seamless. Fantastic lighting in a salon is not simply a trend, but is an essential element to create ambiance and unify the space. Plus, it’s functional. It’s important for clients and stylists to have correct lighting over styling stations, and it makes for a chic look. Custom color dispensaries that are out in the open for clients to see have been popular for the past few years and show no signs of letting up. Clients like to see what stylists are doing with the chemistry and mixing of their individual color. Many times color processing chairs are incorporated within the color dispensary area. Color processing bars and tables are all the rage. They provide a place for clients to sit and wait for their hair color to process. Usually the table is positioned close to the shampoo area. It is a relaxing area where clients can read a book, surf the web on their smart phone or relax with a drink.

Special touches like organic shapes, crystal chandeliers, tile mosaics, unframed mirrors and antique mirrors are very popular. Beautiful frame-out mirrors with four inch bulky frames and different finishes on the frames can be the focal point of the entire salon. It is also very popular to have indirect LED lighting behind styling station mirrors. Styling stations with storage and workspace on either side of mirrors will be extremely in demand for the coming year. This look eliminates the clutter on counters, keeping all of the items a stylist uses in the sides of the mirror. The newer trend for 2012 is to have chandeliers in the entry and/or over the color processing tables that create grand statements. Sconces on either side of mirrors or on walls have also been an emerging trend. Not only do they add visual interest, but they create soft lighting on a client’s face, flattering his or her look. Using chandeliers, sconces and lamps within the salon give a residential feeling to the space, which makes clients feel more comfortable. Add accessories and pictures throughout the salon to create a focal point and a wow factor that clients will not forget. ▲ WRITTEN BY LESLIE MCGWIRE ABOUT THE AUTHOR: Leslie McGwire is a premier designer for high end salons, spas and resorts. A member of ASID, she has been a designer for 26 years and has won 11 national design awards. She is currently the vice president of sales for THE INDUSTRY SOURCE Salon and Spa Design Center. For more information, call 877-550-4407.

Jose Eber, Houston, TX

T HE INDUST RY SOURCE • 800.362 Available at: T HE INDUST RY SOURCE 800.362.6245 • theindustrysource.com • Available at: T HE INDUST RY SOURCE 800.362 Available at:

•

Available at:

T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com 800.362.6245

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CONNECT Are you protecting your online

REPUTATION

nline reputation management (ORM) was created to help corporations, business owners and professionals deal with negative press. Countless companies â&#x20AC;&#x201C; both large and small â&#x20AC;&#x201C; have found themselves on the receiving end of unflattering publicity. When this information is posted online, it can spread like wildfire. The size of your business does not insulate you from the devastating effect of such feedback. Multinational giants have struggled under the assault of negative publicity that first gained momentum in search engines. However, online reputation management can curb the impact. It allows you to control the message that your target audience sees.

Protect your business with online reputation management Online reputation management plays an important role in your search engine marketing (SEM) efforts. It incorporates multiple strategies to insulate your company from the effects of negative publicity. Reverse SEO displaces bad press that has already climbed to the first page of Google. Online reputation SEO prevents future bad press from gaining similar traction. By monitoring every mention of your brand, company and executives, you will be able to quickly identify potential publicity issues. That allows you to craft an immediate response, if necessary.

Public relations online vs. online reputation management Public relations online is different than online reputation management, though both fulfill a similar function. In fact, each strategy includes elements of the other. Public relations attempts to control the message you deliver to your audience. It also forms the mechanism through which you can learn what others think of you and your business. Online reputation management is a set of strategies that help to displace negative press in the search engines while monitoring every mention of your company. By continuously monitoring comments made by customers, employees and even competitors, you can respond and control the message. Both public relations and online reputation management should have a place in your marketing strategy.

Search engine marketing Your SEM strategy can only be as successful as the level of trust your audience has in your company. If bad press has crept into the top positions of the search engines, it will tarnish that trust. Keep in mind that the social networking sites have gained enormous authority in the search engines. Negative feedback posted to these sites can rank in Google and become difficult to displace. This is the reason online reputation management is an irreplaceable

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WHAT’S YOUR FLAVOR? Try our seasonal fragrances for March/April:

• Superior Exfoliation • Safe for All Pedicure Spas • Over fifty fragrances and essential oils

• MONTHLY SPECIALS: Pomegranate Lime and Mango Coconut • Four economical sizes • Manufactured in the USA • Visit our website for more info at www.maximllc.com

Eucamint & Citrus & Gree n Tea

Manufactured in the USA by MAXIM LLC, Phoenix AZ

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component of your SEM campaign. It is too easy to lose control of your brand and message through bad press that infiltrates the search engines.

Reverse search engine optimization Most companies turn to online reputation management as a reactive approach to existing negative feedback in the search engines. In effect, the damaging press has already gained a foothold in Google’s

Most companies launch an online reputation management campaign after the damage of bad press has already been done. That is a mistake. Take a preventative approach to protect your business.

should take a proactive approach to online reputation management. Every piece of content you produce should be carefully optimized to help your company dominate its top positions in the search engines. That reduces the likelihood that you’ll be forced to react after your brand has received negative publicity.

What is online reputation SEO? Online reputation SEO is a strategic counterpart to reverse search engine optimization. A reverse SEO campaign can be launched to remove bad publicity from the top positions in the search engines. By contrast, online reputation SEO takes a proactive approach to control that territory in advance. In the same way that unflattering press can gain traction and become difficult to remove, so too can your own content. By controlling the top positions, the strategy prevents bad publicity from gaining exposure. Most companies launch an online reputation management campaign after the damage of bad press has already been done. That is a mistake. Take a preventative approach to protect your business. ▲ WRITTEN BY JULIE ANN ROSS

listings. While a preventative ORM strategy is a better approach, a reverse search engine optimization (SEO) campaign can help remove negative publicity from the first page of rankings. Consigned to the second and third pages, the bad press lacks exposure. Without exposure, it cannot gain significant traction. Having said that, you

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ABOUT THE AUTHOR: Julie Ann Ross works for Rostin Reagor Smith, a company with 20 years in marketing and advertising and 10 years in cutting edge internet marketing. Combining social media optimization with more traditional SEO and SEM methods, RRS is a consulting firm specializing in enhancing clients’ online presence and managing their public relations online. SEO, SEM and ORM are combined in this successful formula. For more information, visit RostinReagorSmith.com

March/April 2012

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GROUPON

The hottest salon and spa marketing tool

hat’s the easiest way to get 50 percent off or more at some of your favorite restaurants, stores and, yes, salons and spas? Groupon, of course!

Launched in November 2008, groupon.com features a daily deal on the best stuff to do, see, eat and buy in 45 countries and counting. Groupon is committed to three major tenants: 1) Selling stuff that people actually want to buy, 2) Not including “gotcha” and buried conditions in deals and 3) unbelievable customer service.

people to purchase a deal isn’t usually much of a concern). Subscribers will “buy” a Groupon at groupon.com or on the Groupon app on their smart phone – which, essentially, works out to be the equivalent of buying a gift card at half price (or more) – with a few restrictions that vary from deal to deal (such as must be used before a certain date, not valid on holidays, etc.). They can then buy the deal and either print out the Groupon or simply show the Groupon to the merchant at the time of redemption on their smart phone. Groupon deals are sorted by city – and those who use Groupon can view deals from multiple cities, if desired.

How Groupon works

What’s in it for you?

“One of the biggest categories on Groupon is salon and spa services. It’s the perfect way to increase exposure and to attract new clients.”

This is how it works: Groupon gets its name from the idea that a certain amount of Groupon subscribers must purchase a deal before the deal is “on” (however, due to the popularity of the site, getting enough

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One of the biggest categories on Groupon is salon and spa services. It’s the perfect way to increase exposure and to attract new clients.

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“Groupon is an incredibly powerful marketing tool to put your business in front of local active subscribers in your area. A lot of our merchants will say, ‘If I could just get folks in the door, I know that I could persuade them to come back and be a repeat customer.’ And Groupon is an incredibly effective way of providing that opportunity to a lot of merchants.” says Chad Nason, Groupon spokesperson. “By running a Groupon feature, we hear all the time from our merchants that a lot of folks will buy the deal and go in and say, ‘You guys were right down the road, but I never came in’ because I think a lot of folks get into the routine of just going to places that they’re comfortable with.”

Now Deals The newest addition to Groupon is a set of deals called “Now Deals.” These deals are only offered for a limited period of time during a single day. While traditional Groupons attract a lot of attention and sell deals to individuals who will redeem the Groupons at their leisure, often over a period of months, Now Deals must be used within a very short period of time on a particular day. “If you traditionally have a slower period of the day, say on Tuesdays and Thursdays at around lunchtime, you can set up a deal to only run during those hours of the day or week. And then that entices folks to come in during those times. Or if you come in one day and you thought it was going to be a busy day and you saw some cancellations, you immediately can jump on Groupon Now and turn on a deal and have folks come in instantly. You can turn around a day that might have been slow and can actually bring in some new customers to round out your day,” says Nason. Customers can find the deals that are closest to where they are through the GPS on their smart phone or they can search by city on the web. It’s instant gratification for both parties!

A few pointers “With a traditional Groupon, deals have to be at least 50% off – and sometimes there’s a little more leeway when it comes to Groupon now deals, says Nason. Nason says that those who are new Groupon merchants should ensure that they are prepared ahead of time. “Running a Groupon deal is unlike a lot of other traditional marketing efforts. By running a traditional Groupon deal, you’re going to get a lot of business right off the bat. You’re going to have a lot of folks calling that day. You’ll have an incredible amount of increased web traffic, so you really need to make sure you’re prepared – whether that be with extra product or employees or sleep the night before to make sure you’re ready for that deal,” says Nason. He advises merchants to obtain contact information from and write down information about new clients that are brought in during the deal period (such as if they bought any retail products, brought friends or paid for any other services) for tracking and marketing purposes.

“This helps you calculate your final return on investment and gives you a better, clearer picture than just looking at the number of people that came in,” says Nason. Merchants should also ensure that they are making the most out of the fresh business. “You never want to just try to get through a Groupon rush. You want to make sure you’re treating those new customers with the same customer service that you give your existing customers,” he says. Finally, Nason encourages new merchants to not be afraid to ask questions. “We’re running over a thousand deals a day worldwide, so we have a pretty good idea after looking at the size of your business and everything that goes into it, of what you probably should expect as far as how many Groupons you will sell and how many you will redeem the first month,” he says. “We look at each place individually and give recommendations based on how many employees you have and what your typical day is like. We really find out the specifics of your business so we can craft a deal that works for both you and our subscribers – and that might include doing something like placing a cap on the deal to make sure you’re only selling as many deals as you can handle.”

How to get involved For more information about Groupon, visit grouponworks.com – Groupon’s merchant site. There you can find more information about being a Groupon merchant. Those interested in becoming a Groupon merchant can also contact Groupon through groupon.com if they would like to speak with a representative. ▲ WRITTEN BY AMANDA SLATER

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Do You Have a Web Marketing

STRATEGY

How to create your web marketing strategy Your web marketing strategy should answer the following four BIG questions: 1. Who is my ideal client? 2. How will I amaze them? 3. How will I turn website visitors into clients? 4. How will I get traffic to my website? Write out the four questions above and answer them for your business. If you find yourself asking some hard questions about your business, then that's a good thing. By asking the hard questions, we get clarity and this will lead to dramatic improvement in your results.

“If you fail to plan, you plan to fail” is a saying that can be applied to web marketing.

hat is the goal of your website? It’s a question that too few businesses owners ask themselves. Your website's goals should determine what your objective and strategy is and how you're going to get there. Unfortunately, many of us find ourselves with only a vague idea of where we want to go and no idea how to get there. The way to remedy this is through a web marketing strategy. For those who don’t know what that is, in a nutshell, it’s a set of clearly defined goals that you hope to achieve through your presence on the web and a plan for how you will use the online tools that are at your disposal to achieve these goals. This doesn’t need to be a 50 page business plan – which would be likely to go straight in a drawer somewhere, never be seen again. Instead, your strategy should be in front of you every day so you can constantly refer to it and make sure you're on track.

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A good strategy is the perfect combination of rigid and flexible. This means that there are times when your strategy is working perfectly and you just have to keep executing it to see even more results instead of getting distracted by the million other options that come your way each day. But you also need it to be flexible enough to try something else if what you’re doing isn’t working. This also means you can add new ideas into the strategy – but only when you're sure they're not going to disrupt your core efforts. (A good rule of thumb is to try different actions for three to six months before deciding that they don't work.) “If you fail to plan, you plan to fail” is a saying that can be applied to web marketing. However, with a solid plan, goals and vision for the future, you’ll be sure to see your web marketing efforts take your business to the next level in no time. ▲ WRITTEN BY CRAIG DEWE ABOUT THE AUTHOR: Craig Dewe prides himself on teaching real website strategies that make business more money – guaranteed. Visit webmarketingoutlaw.com to watch his videos, “Why Your Website Sales Suck” and “10 Steps To More Website Sales.”

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NEW!

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Ask the

INDUST RY Salon and Spa owners and managers have the answers to help you become more profitable and successful.

“What are you doing to give new life to your business this spring?” “Lately we have been reaching out and inviting potential clients to our warm and welcoming salon. There are a number of social media tools that we are using to give new life to our salon and to keep in contact with clients and attract potential clients. We make sure our website is up to date. We get involved with other local businesses for networking and friendships. We do hair and make up for models at special events, local events, fashion shows, charitable events and periodically we offer in salon specials to our clients. We send out mass emails that include special offers and what’s new. Shine Salon will also have an ad at the local movie theater. It will run for three months starting in midFebruary, and we are anxious to see the results. THE INDUSTRY SOURCE is a wonderful company to work with, and our rep (Linda Doherty) is the best! We love the Moroccan oil products and the Keratin Express products that we get from THE INDUSTRY SOURCE! Thank you for the continued support that you offer to hair stylists and nail techs!” Meredith Clayton, Salon Owner / Hair Stylist Shine Salon Inc. – Brighton, MI

“I am capitalizing on the whole growing and blooming aspects of spring! I will be having a contest called ‘Help Grow Doyle Designed Salon.’ This contest will take place in April and May. I have an ongoing referral program that gives the new client $10 off their first visit, and then the client who referred them receives $10 off their next visit. I have actually had my local printer create a “Doyle Designed” $10 business card that looks like a real bill and is easy for my clients to give to other prospective clients. On the back of it is a QR code, where they can download the salon address. The client who refers the most new clients in the two months will receive a $100 gift certificate for hair care services or Doyle Designed Hair Care Products. I find it important to reward my inner circle for their efforts to send me new clients, and I let them know that by giving back to them while having fun with the promotion!” Doyle Sims, Owner Doyle Designed Salon & Education Center – Flossmoor, IL

“Being in the nail business 25 years this month is something to celebrate! I’m adding Shellac to my menu and am doing more retailing to suit my clients’ needs. I only work part time and some of my clients have been with me from the start. I need to keep them interested with nail art, new colors and products.” Susan Slusser, Salon Owner and Nail Tech The Nail Room – Berwick, PA

“I am the owner of the Sacred Lotus, and I am a registered esthetician and certified yoga instructor. To freshen up my business and add a twist, I’ve incorporated my restorative yoga into my facials. As my clients’ faces shine, they walk out feeling restored and beautiful from the inside out.” Robin Cronin, Owner / Founder The Sacred Lotus – Wallingford, CT

Would you like your response to be featured here? Send an email to editor@theindustrysourcemag.com for our next issue’s question. 66

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Marie Bedard,• Owner T HE INDUST RY SOURCE • 800.362.6245 theindustrysource.com More Than Just Hair – Sutter Creek, CA • theindustrysource.com • RY SOURCE • Available 800.362.6245 at: T HE INDUST RY SOURCE 800.362.6245 theindustrysource.com Share your•success stories! Tell us what inventive ideas or promotions have helped you

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March/April 2012

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