THE INDUSTRY SOURCE MAGAZINE • Jan/Feb 2013

THE INDUSTRY SOURCE MAGAZINE JAN • FEB 2013

Make Your New Year’s Resolutions

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FEAT URES

January/February 2013

16

NEW YEAR'S RESOLUTIONS FOR SMALLBUSINESSES

As we all know, the New Year is a time to set goals and resolutions both professionally and personally. But don’t forget to set resolutions for your business as well! Here are some to get you started.

34 IN WITH THE NEW

Check out these new products from THE BEAUTY BOOK Spring 2013 and be on the lookout for your copy for much more!

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THE BENEFITS OF CUSTOM SIGNATURE AMENITIES

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BREAKING BAD REVIEWS: PROTECT YOUR BUSINESS ONLINE

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INTRODUCING

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theindustrysource.com Cover Photo: be PRO Contributors: Lorraine Cohen, Andrea Duchesneau, Phillip Davis, The Euromed USA Team, Darrell Howell, Ron Kaufman, Bill Lee, J. Allan McCarthy, John S. Rizzo, V. Michael Santoro, Joe Sumpter, Joe Thomas, Michael Uslan, Edmond Verbeke, Susan Zapper © 2013 tng worldwide. All rights reserved.

10

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It happens all the time – the hard-working crew at a small business loses customers thanks to the sour grapes of one person.

Thankfully, there is something you can do about it.

COVER LOOK – be PRO MAKEUP 1. Velvet Veil Primer Apply all over face prior to foundation 2. Liquid Jojoba Foundation – Ivory Rose Apply over entire face, blending outwards towards the hairline and jaw 3. Concealer #2 Apply under eye using concealer to cover darkness 4. Flawless Finish Powder Apply everywhere using Powder Brush to set foundation 5. Floral Shimmer Powder – Adorned Gold Dust on top of cheekbones 6. Powder Blush On – Baked Apple Using blush brush, apply to apples of cheeks and blend outwards towards hairline 7. Brush-A-Brow – Light Brown Apply using angle tipped brush to define brow shape 8. Eye Shadow – Oyster Apply under brow area and in inner corner of eye using eye shadow brush to brighten and highlight

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January/February 2013

9. Eye Shadow – Copper Penny Apply to base of eyelid using eye shadow brush and blend upwards using crease brush towards eyebrow 10. Eye Shadow – Sheer Aqua Using angled eyeliner brush, apply along the lower lash line 11. Gel Eyeliner – Black Using angled eyeliner brush, apply along upper lash line 12. Mascara – Black Apply from lash line to end, repeat for added volume and fullness 13. Lipliner – Spiced Ginger Using fine strokes, apply around outer lip line to define and enhance the shape of lips 14. Lipslick – Innocent Apply over entire lip area to create a glossy voluptuous finish

Follow 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 IN WITH THE NEW

22

16

New Year’s Resolutions for Small Businesses

18

Kick off the New Year with a Customer Service Overhaul

20

Rebranding Lessons from Batman

22

Out with the Old Excuses, In with a Thriving Business

24

New Methods for New Media

26

Revamp Your Business

28

Make Your New Year’s Resolutions Stick

30

Creating Championship Teams

INNOVATE Green is Good

32

In With the New

34

Snap Shot

36

Old Meets New

38

Does Your Business Need a New Name?

40

Introducing be PRO Airbrush Makeup

42

Cuccio Naturalé DETOXSOAK

44

Top Five Ways to Change Up Your Salon Services

46

JUST IN New Products

47

IMAGE The Benefits of Custom Signature Amenities

52

State of the Art Oasis

54

Time to Redesign

56

A New Year, A New You

58

54 CONNECT 59

Time for a Website Redesign?

61

Ask the Industry

62

Breaking Bad Reviews Online

RESULTS 64

Ad Index

65

January/February Promotions

T NG NEWS 72

Buzzworthy

61 12

THE INDUSTRY SOURCE

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January/February 2013

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Message from the CEO

G

et Ready. Get Set. Go! What are you waiting for? It’s a new year and that means in with the new and out with the old. Consumers are exhausted from the holidays and done with 2012. It’s time to create a fresh makeover and the sooner the better.

For us at THE INDUSTRY SOURCE, we introduce more new products at this time of year than any other because we know your clients are looking for new and different. You can see everything that we have new in THE BEAUTY BOOK Spring 2013 catalog and at theindustrysource.com/new.

Our favorites always include nail and gel polish as this category continues to propel the industry forward.

New offerings from OPI, such as the Euro Centrale and Mariah Carey collections, and the Cuccio collection are especially inviting.

The beautiful cover model features the newly updated be PRO Cosmetics collection. The brand has added more than 100 new products including a sure to be bestseller, Lights Camera Action Setting Spray. Also new is the be PRO Airbrush collection, which is one of the most exciting new breakthroughs in makeup. The collection features both water and silicone-based formulas creating beautiful and longlasting looks both makeup artists and consumers enjoy.

Larry Gaynor

This issue is stuffed with articles about what’s new – and most of the ideas don’t cost a lot of money.

In fact, something as simple as a new business card, updated spa menu, fresh coat of paint and redoing the retail area will make a big difference. Other ideas include updating your logo, capes and aprons and your cash wrap. Starbucks’ cash wrap is so cluttered that you barely have room to set your handbag on the counter. It’s purposely designed that way – and if it works for Starbucks, it surely can work for you.

Also speaking of new, be sure to check out our updated nailco REWARDS loyalty program at nailcorewards.com. Rewards are now monthly and easier than ever to earn.

One thing that never changes is our mission of 100% customer success. We wish you a fabulous and healthy 2013 and, as always, thank you for your business and support.

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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IN WITH THE NEW

New Year’s Resolutions for

SMALL BUSINESSES

A

s we all know, the New Year is a time to set goals and resolutions both professionally and personally. I think we have all seen the large crowd of newbies at the gym at the beginning of the year or heard the endless water cooler discussions about people starting a new diet.

Usually these resolutions start strongly for the people committing to them then tend to fade away by the later half of the first quarter of the year. Don’t let that happen to your business! Adopt some of these New Year’s resolutions this year, see them through and watch your business take off!

1. Strengthen your social media channels If your business does not have a strong social media presence by now, you really need to put together a social marketing plan.

Social media is here to stay and it is no longer optional for small businesses to participate in the various social mediums. Here is a short list containing the minimum sites your organization should have a presence in: Facebook – With more than 1.01 billion active users, you should strongly consider Facebook as an advertising and/ or networking mechanism for your business. Twitter – Consumers are now spoiled with the desire for real time information and direct access to merchants. They want to monitor your business moves and provide instant feedback. Thus, Twitter is the perfect way to keep your customers engaged with your business. LinkedIn – Are you looking for a place to network with professionals? LinkedIn is the premier option for B2B networking and to help your business find effective partnerships. Wordpress – To blog or not to blog … that is the question. Blogging is extremely important to a small business, depending on the service or product offered, because it gives customers direct access to your thoughts on what you offer

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or intend to offer them. It’s also another easy way to keep customers engaged and to demonstrate that you’re in the know on the latest happenings and trends in the industry.

2. Build stronger customer relationships The times of operating your business without deep understanding of your customer’s needs are over. In the past, customers had limited information on a business, its practices, competition and products/ services. Now people can Google you and your competition, get price quotes and rate your company from their cell phone while waiting in line! The importance of strong customer knowledge and understanding continues to rapidly increase along with technology.

3. Prepare to go mobile There is so much you can do on a cell phone nowadays. The speed of the cellular networks keeps getting faster and faster, and the phones themselves keep getting better and better. Getting your business in the mobile world is very important as this market continues to mature. First, it’s important to create a mobile version of your site that is easily viewed on a smart phone or tablet device. Second, you might want to consider developing both an iPhone and Android app for your business – you can use it to offer anything from special features and extras to customers or to keep them updated on the latest deals and offers. ▲ WRITTEN BY JOE SUMPTER ABOUT THE AUTHOR: Joe Sumpter is an accomplished software developer, internet marketer and businessman. He is the owner and founder of Blue Crystal Web Design, an internet marketing and software development company in Roswell, GA. Fore more information, contact him at 770-828-7903.

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IN WITH THE NEW

Kick Off the New Year with a

Y

CUSTOMER SERVICE OVERHAUL

ou have unhappy customers, so you’ve decided it’s time to do a complete service overhaul. You’ve spent hours crafting a strategic plan with the idea of rolling out one part of it at a time since you don’t want to get overwhelmed. Makes sense, right?

Sorry, says Ron Kaufman, but that’s no way to start a revolution.

When you’re transforming a company culture to be more servicefocused and effective, you have to move more boldly and get the message out to everyone more quickly. You don’t have time to let culture change drip down to the masses or bubble up from the bottom in one or two areas. You must cascade your transformational effort in a much wider and deeper effort from the beginning.

“Creating a superior service culture throughout an organization is like getting a new rocket into orbit,” says Kaufman, author of the New York Times bestseller Uplifting Service: The Proven Path to Delighting Your Customers, Colleagues, and Everyone Else You Meet. “You need a massive and focused effort at the beginning to overcome the gravity of old attitudes and behaviors. And soon after your first new service successes, you need another enormous booster to keep momentum going and get into a sustainable orbit.

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“The effort is well worth the results,” he adds. When people at all levels of an organization step up together at the same time to deliver better service, then full engagement occurs and the culture “tips” into a new and better direction.

Of course, there will be obstacles along the way, notes Kaufman. It’s how you deal with those obstacles that counts.

“Companies sometimes receive push back from employees and even high-level leaders,” he explains. “Without the right framework for building an uplifting service culture, a company’s transformation will slow to a halt and nothing much will change. Good customers will leave, and often high-performing employees will head for the door.”

Read on as Kaufman outlines a few lessons learned the hard way that will help you keep your efforts to uplift service on the right track.

Don’t start only with customer-facing teams.

Starting your service transformation with customer-facing team members might seem like the obvious move. But if your objective is to build an uplifting service culture, this approach can be very problematic. Because your people in “customer-facing” roles

January/February 2013

12/3/12 12:13 PM

interact with customers daily, they already understand that service is important. They know that upset customers complain. They know happy customers are easier to serve.

What they don’t know is how to fix the behind-the-scenes issues that often affect the customers’ perceptions.

“When planning a sequence of service problems to tackle, take a gradual approach,” advises Kaufman. “Build momentum with early wins on easy issues. Let your team taste the pleasure of uplifting service success.

Highlight achievements and celebrate the compliments you earn.”

Launch at all levels.

Stay vigilant. Keep your aim on the right bull’s eye.

Starting from the top with an uplifting service initiative makes sense. When highlevel leaders speak up and role model with commitment, it’s easier for everyone else to follow – and take the lead at their own levels.

However, a top-down approach on its own can leave your leaders in an uncomfortable position. When those at the top make the earliest efforts, they must wait for the cascade to see practical results. But a cascade does not happen overnight – and this lack of quick and observable impact can cause some leaders to get impatient and question whether the outcomes will happen at all.

But don’t – slow and steady wins the race.

Arm your leaders with helpful service hints.

Most people who reach high leadership positions are experts in their industry.

But rarely are they experts in building or leading a service culture. That means if you are one of the passionate and committed service heroes inside your organization, you may need to help your leaders lead. That means creating opportunities for them to walk the walk, talk the talk and model uplifting service.

“Keep them informed about the uplifting service transformation’s progress by providing short descriptions of service problems that have been recently solved, noting who worked on the problem, what they did to solve it and how service was improved,” suggests Kaufman.

Go for easy wins first.

The principles of uplifting service are so empowering and the practices so effective that some leaders push their teams to solve the most difficult and complex service problems right away. That’s a mistake to avoid. Warming up a machine before you go full throttle is good practice. Warming up your service team with a series of “early wins” is good practice, too.

Kaufman writes about a client who launched a vigorous service improvement program to create greater value for external customers.

Hundreds of classes were conducted for thousands of service champions around the world. But something unusual happened as the program rolled out. Rather than focus on identified external business targets – reclaiming market share, rebuilding a slipping reputation, bouncing back in recovery situations, etc. – earning high internal course evaluations became the course leaders’ primary focus.

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“Scoring 9 out of 10 for leading a wonderful class became a cause for celebration,” tells Kaufman. “That’s a great score, but a very different bull’s-eye. Eventually this lack of alignment with the program’s original goals became painfully apparent. The focus had drifted away from the early goals, and the entire program needed to refocus. Don’t let this drifting happen to you.”

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But remember, you can only overhaul your customer service if everyone is involved.

“When transforming an existing service culture, you have to get everyone involved in new, swift action to make the change really happen,” says Kaufman. “What you need is a service revolution, not gradual evolution. A timid program with small starts and scattered efforts won’t work. You need a bold and uplifting revolution that gives everyone a role to play and counts on everyone to make the future – a better future – into a service reality today.”▲ WRITTEN BY RON KAUFMAN ABOUT THE AUTHOR: Ron Kaufman is a popular keynote speaker and is the author of the New York Times bestseller Uplifting Service: The Proven Path to Delighting Your Customers, Colleagues, and Everyone Else You Meet. He is the world’s premiere thought leader, educator and motivator for uplifting customer service and building service cultures in many of the world’s largest and most respected organizations, Available including at: Singapore Nokia T HE Airlines, INDUST RY Siemens SOURCE • Networks, Citibank, Microsoft and Xerox. He is the founder of UP! Your Service, a globalat:service and RY management Available T HEeducation INDUST SOURCE • consultancy firm with offices in the United States and Singapore.

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TISmag_JF13_18-19 Kick off the New Year.indd 19

THE INDUSTRY SOURCE

19

12/3/12 12:13 PM

IN WITH THE NEW

Rebranding Lessons from

BATMAN

I

t’s been more than two decades since Batman was resurrected – rebranded – to the mainstream world, and it’s largely due to a boy and his dream.

Some of the reasons the Batman franchise became one of the most successful in film history [are] the same characteristics that make any rebranding project successful.

“I wasn’t just rejected from every studio in Hollywood – I was emphatically rejected because Batman was known only as a punch line to a joke,” says Michael Uslan, who became one of the highest-grossing movie executive producers of all time with the Batman film franchise. He writes about his personal journey in rebranding his hero to the world in his memoir, The Boy Who Loved Batman.

“When I watched the sitcom in 1966, I was both thrilled and horrified

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– the former because my idol was on TV with a cool car and the latter because people were laughing at Batman, and that just killed me. I knew then that my purpose in life was to show everyone who the Dark Knight really was.”

Uslan reviews some of the reasons the Batman franchise became one of the most successful in film history. Pay attention – they’re the same characteristics that make any rebranding project successful.

• A talented team: Thanks to genius filmmakers like Christopher Nolan and Tim Burton, super producers, daring execs, amazing casts

January/February 2013

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and incredible crews, the rebranding of the character became so strong that the word “Batman” wasn’t even included in the titles of the last two films, “The Dark Knight” and “The Dark Knight Rises.”

• A built-in narrative: A cool symbol – check, tall, dark and handsome – check, a relatable origin story (no superpowers) – check, great technology for the character to use against villains – check. You know a brand has hit the mark when a logo conveys all of the key points. But rebranding can be tricky. Uslan knew about the innate potential, but Hollywood couldn’t see Batman as the Dark Knight after the 1960s sitcom, which is why it took a decade after acquiring the rights to Batman to actually start production.

Rebranding is often the art of uncovering a product’s past, he says.

• A safer investment: Other successful movies this year like Marvel’s “The Avengers” and “The Amazing Spider-Man” and “The Hunger Games” all carry strong brands. Most successful products, in and out of Hollywood, have successful brands behind them, Uslan notes. When a brand has been established, it becomes a safer risk for investors and opens multiple revenue streams across many platforms.

• Unwavering conviction: How does a middle-class kid in his 20s, the son of a stonemason and a bookkeeper, buy the film rights to Batman? How does that same guy create the comic-to-film craze that society has witnessed in the past two decades when no one believed in his vision? Every time his resolve was questioned, it came down to the same answer, “I had 100 percent confidence it would work,” Uslan says.

“Branding is absolutely the most important aspect to marketing any product these days,” Uslan says. “We succeeded. I believed 100 percent in a vision that involved my favorite super-hero of all time, a character the world recognized and responded to across borders and even cultures. Batman needed to be presented in a way he’d only been seen in the comic books – as the Dark Knight.” s WRITTEN BY MICHAEL USLAN ABOUT THE AUTHOR: Michael Uslan is the Originator and Executive Producer, along with his partner Benjamin Melniker, of the Batman franchise of motion pictures. In his 36 years in the film and television industry, he has been involved with projects like “National Treasure,” “Constantine” and countless animated projects. His projects have won Oscars, Golden Globes and Emmy Awards. He is the author of The Boy Who Loved Batman, his autobiography.

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•

Actor CHRISTIAN BALE & wife at the Los Angeles premiere of his new movie Batman Begins

Featureflash / Shutterstock.com

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Available at:

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The Batmobile driven by Christian Bale in the Batman sequel The Dark Knight

Rubens Alarcon / Shutterstock.com

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12/3/12 12:17 PM

IN WITH THE NEW

Out with the Old Excuses.

IN WITH A

T HRIVING BUSINESS!

EXCUSE

How badly do you want to achieve your goals?

To create anything you want, you must be fully on board to do whatever it takes to make it happen. So, are you? This means concentrating your attention on the destination you wish to reach. Begin each month with a list of promises that you make to yourself and your business that will help you achieve your goals. Use this list to guide your decisions and actions so you remain focused on your end goal.

2

“I don’t have the time.”

Time issues are really about how you schedule your time rather than trying to find more time. We all have the same 8760 hours in a year to use. Are you making choices that improve the quality of your life or ones that add more problems and stress?

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“I’ll get to it after I finish ______.”

Let’s face it – if we keep putting off our goals until we finish all of the pressing items on our to-do list, we’ll never achieve them. If you are serious about your goals, you need to make them a priority and bump them to the top of your list.

“I have too many other things to focus on right now.”

4

EXCUSE

EXCUSE

1

3

EXCUSE

W

here are you currently in your business and where do you want to be in a year, five years or ten years? Let’s assume you have picked a few areas in your business that you want to change or improve. It might be generating more income, creating more personal time, taking your business to the next level or expanding it. But in order to see your goals through, you must get rid of the old excuses that are holding you back.

“I can’t afford it.”

Funny thing about this excuse … somehow people find a way to make things happen when they want it badly enough. What do you think it might be costing you to keep this excuse – money, peace of mind, your dreams?

Now that you’ve ditched these old excuses, execute and take action. Reassess your progress periodically. 60-90 days is a good time frame to re-evaluate what’s working and what’s not so that you can make needed adjustments. ▲ WRITTEN BY LORRAINE COHEN ABOUT THE AUTHOR: Lorraine Cohen is the president of Powerful Living and brings more than 25 years experience in personal and business coaching, psychological counseling and sales to thousands of business owners, entrepreneurs and executives from a wide range of industries. Visit powerfull-living.biz to learn more about her services, success products and programs or contact her at lorraine@powerful-living.biz.

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IN WITH THE NEW

NEW METHODS for New Media

I

t’s easy to see why companies are seduced by the buying potential of Facebook’s one billion users. Unfortunately, many try to market to them (and those on similar sites) using old-school tools and tactics that are inherently unsuited to social media. Bill Lee, author of The Hidden Wealth of Customers, describes a better approach.

On the surface, Facebook seems like a marketer’s dream. It has on the order of one billion users around the world. It’s particularly popular with younger users (read, enthusiastic buyers with disposable income). Best of all, they share an ocean of individual information about the places they travel, movies they like, clothes they’re buying, gadgets that interest them and more.

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“Executives from powerhouse advertisers like Walmart, Unilever, Coca-Cola and others are pushing Facebook for access to more user data,” explains Lee, author of The Hidden Wealth of Customers: Realizing the Untapped Value of Your Most Important Asset. “Problem is, users don’t want them to have that data and are highly sensitive when it’s used to market to them. Facebook risks a consumer – and perhaps a legal – backlash if it provides the data, anyway. The result is poor ROI results for advertisers who ‘make do’ with what little information they can glean.”

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The message is clear: Despite their propensity for splashing the details of their lives all over the internet, people balk at having that information used to sell them what they may not want. It’s true that TV watchers tolerated (for a time) interruption advertising based on broad demographic data – but mining personal information from social media sites to target ads to consumers is high risk, low reward.

The problem, says Lee, is that marketing departments are trying to apply traditional marketing approaches to an entirely new environment – and it’s not working.

“Why fight nature?” questions Lee. “Why not instead work with what users of social media are looking for rather than try to shoehorn old marketing methods into an entirely different kind of environment?”

He offers the following suggestions:

Build your own customer communities.

“Salesforce.com’s Marc Benioff recognized early on that Facebook is how people, including his customers and prospects, want to communicate online,” says Lee. “So his team developed a ‘Facebook-like’ platform called Chatter. Among other uses, it serves as a superb customer communitybuilding tool.

Restore community marketing.

Used properly, social media is accelerating a trend in which buyers can approximate the experience of buying in their local, physical communities. When you contemplate a major purchase, such as a new roof, a flat screen TV or a good surgeon, you don’t go looking for a salesperson to talk to or read through a bunch of corporate website content. Instead, you ask neighbors or friends – your peer network – what or whom they’re using. Companies should position their social media efforts to replicate as much as possible this community-oriented buying experience, says Lee. “In turn, social media firms, such as Facebook, should become expert at enabling this experience,” he adds. “They can do this by expanding the buyer’s network of peers who can provide trustworthy information and advice based on their own experience with the product or service.”

Find and leverage your customer influencers.

Many firms spend lots of resources pursuing outside influencers who’ve gained a following on the web and through social media. A better approach is to find and cultivate customer influencers and give them something great to talk about online.

This requires a new concept of customer value that goes way beyond customer lifetime value (CLV), which is based only on purchases.

“There are many other measures of a customer’s potential value, beyond the money they pay you,” Lee explains. “For example, how large and strategic to your firm is the customer’s network? How respected is she?

Help them build social capital.

Practitioners of this new, communityoriented marketing are also rethinking how they repay such MVP (or “Customer Champion” or “Rock Star”) customer advocates and influencers. Traditional marketing often tries to encourage customer advocacy with cash rewards, discounts, or other untoward inducements.

But a better way is to help advocates and influencers create social capital: help them build their affiliation networks, increase their reputations and give them access to new knowledge – all of which your customer influencers crave.

“Social media marketing is actually much more appealing than traditional marketing,” says Lee. “Rather than trying to persuade people to buy what you want them to buy, you’re giving them information to help them make informed decisions on what they need and want. For many marketers it’s a whole different way of thinking – but once you make the switch, you’ll find it far more rewarding.” ▲ WRITTEN BY BILL LEE ABOUT THE AUTHOR: Bill Lee, author of The Hidden Wealth of Customers: Realizing the Untapped Value of Your Most Important Asset, helps organizations reinvent customer relationships and accelerate growth through the creation of engaged, passionate customer advocates and communities. He pioneered the concept that return on relationship is the key to organic growth in organizations of any size, public or private.

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IN WITH THE NEW

H

ow many times have you heard “It’s a recession”? From business owners alone, I hear this several times a day. This saying is either used as an excuse or as a cry for help. Since I am not one to pay any attention to excuses, I would like to address this as a cry for help. This economic climate will inevitably produce natural changes to business, but it is how we, as business owners, react to this ebb and flow that will ultimately decide our fortunes.

I must admit that I was shocked when I woke up two years ago and half of my business had disappeared. After that realization, I spent a lot of time rebuilding – which means shaking up my entire business model, readjusting and practically restarting in some areas.

No one can predict the future, and if you spend your time just hoping that everything will eventually turn around and go back to normal, then you are in for a very rude awakening. If that’s your perspective, I suggest you shut your doors and save yourself the heartache.

However, if you are willing to make tweaks to your business in order to outlast and conquer the recession, then I suggest you start with a full analysis. This first step is to not only analyze your business, but your competitors as well. Many times we see in others what we fail to see in ourselves. Think of this when analyzing your business.

Here are a few other pointers: What has changed? Look at your books, the market and see what has changed. Stop and familiarize yourself with your new environment.

Sometimes things change so quickly or even so subtly that we don’t even notice what has happened.

Keep it simple. Cut costs, be familiar with all your numbers, eliminate waste, look for less expensive vendors and, for heaven sakes, negotiate.

I find it amazing how many business owners are intimidated by the negotiating process. (Just to keep your business, vendors will usually be willing to negotiate on costs, delivery fees and bulk purchases, for instance, or your landlord may be willing to negotiate cheaper rent.)

Update your business model. This step could be as simple as changing up your marketing strategy by integrating social media.

Here creativity is rewarded.

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Reevaluate pricing. Focus on what makes you unique and attractive to customers. Offer more of what people want and less of what they don’t. Customers are still spending, just not in such large amounts or in bulk packages. Integrate an a la carte menu or create a less expensive entry price. Whatever you do, don’t bottom out your price.

Consumers still believe that a cheap product is a CHEAP product.

Keep your customers happy. Customer service is a must. Constantly focus on your customers’ experience and taking care of them. They will reward you with loyalty and word of mouth advertising. Reward loyalty by creating incentives and, most of all, retain your current customers. ▲ WRITTEN BY SUSAN ZAPPER ABOUT THE AUTHOR: Susan Zapper is a renowned entrepreneur and business coach who has helped thousands of clients all over the U.S. find business and personal success. Call 1-800-324-5013 to speak with one of our knowledgeable consultants at Nevada State Corporate Network.

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IN WITH THE NEW

Make Your New Year’s

RESOLUTIONS STICK No one’s perfect, and nothing worth achieving comes easily.

New Years is a time when people like to make resolutions only to break them a few days or weeks later. You may have good intentions but be wondering what you can do to make sure that you stick to your resolutions and actually meet your goals.

Here are some tips to help you keep your resolutions this year:

1

Don’t make too many.

One of the key reasons why people fail to keep their resolutions is that they make too many of them. It is much better to make one single resolution and focus all of your attention on achieving it. The more goals you set for yourself, the more your attention will be scattered, diluting your efforts and making it difficult to achieve any one of them. The result will be frustration and inevitable failure. So choose just one key resolution and stick to it.

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2

Focus on something that you feel strongly about achieving.

Too many people make a list of vague generalities that they think would be good to achieve without ever feeling any deep emotional commitment to them. Don’t make resolutions just because other people are. If your heart is not in it, then cross it off your list of resolutions.

3

Think about what you will give up in order to achieve your New Year’s resolution.

You cannot achieve everything – so if you are to achieve your New Year’s resolution, you may have to cut back on the time you spend doing another activity. Ask yourself what you would be willing to give up in order to achieve your resolution. Every benefit comes with a cost. If you are not willing to pay the cost to achieve the goal, then you should not make that goal your New Year’s resolution.

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4 5 6 7 8

Be specific.

Set milestone goals and keep track of your progress. If you divide up your resolution into a series of short term goals, it will be easier to stay motivated. You’ll get an extra boost each time you complete one of the steps towards your ultimate destination.

Each time you achieve one of your milestones, reward yourself.

It is a good idea to set out a scheme of rewards at the same time as you write down your short-term goals.

Tell others about your resolution.

Put some external pressure on yourself to succeed, which will help you focus on achieving your resolution. You might even want to ask others to hold you accountable.

Cut yourself some slack.

Keep your plans flexible enough so that if you fall behind, you will be able to find time in your schedule when you will be able to redouble your efforts or make up for lost time. However, do not beat yourself up with negative thinking if you are unable to do this.

Get a head start.

You will want to make a special effort in the first few weeks so you begin to turn your resolution into a habit. Aim to achieve one or two shortterm goals in the first month or six weeks, which will make it much easier to keep going throughout the rest of the year.

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Finally, don’t forget – no one’s perfect, and nothing worth achieving comes easily. If you find yourself struggling, learn from your mistakes, pick yourself up, set a new schedule, start again and keep pressing towards the mark. ▲

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IN WITH THE NEW

Tips for Creating

CHAMPIONSHIP TEAMS in Business

G

reat coaches take into consideration an athlete’s talent and heart when they’re building a team, but they consider group dynamics, too.

need to do to build a winning corporate team. As Michael Jordan put it, ‘Talent wins games, but teamwork and intelligence wins championships.’”

“It’s not just a matter of getting the fastest, strongest and smartest players on your side,” says McCarthy, an international scaling expert and author of Beyond Genius, Innovation & Luck: The ‘Rocket Science’ of Building High-Performance Corporations.

There are a few key points to keep in mind in order to build a successful, effective team:

“If you’re building a championship team, you’re gauging how the individual athletes fit together; how their personalities, talents, drive and abilities will mesh to meet the team’s goals. It’s exactly what you

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Lead with a team, not a group A team of leaders behaves very differently than a group of leaders.

Many companies don’t know the difference. “It comes down to clear goals, interdependencies and rules of engagement,” McCarthy says.

Every corporation claims to hire only the best and the brightest, but

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it is evident that getting the best and brightest to function as a team can be a challenge.

Know your goals McCarthy cites Bill Gates – “Teams should be able to act with the same unity of purpose and focus as a well-motivated individual.”

Many big-name CEOs like to say their talent runs free with innovative ideas. “It makes for compelling literature,” McCarthy says. But would that work on the football field? Corporations need their personnel to think out-of-the-box but also act in a prescriptive culture – to work within a system in order to achieve common objectives.

Not everyone can be the coach – or the quarterback The problem with executives is that they all want to lead and none want to follow. A team made up of executives is like a group of thoroughbred stallions confined to a small space called an organization – plenty of kicking, biting and discord. Thoroughbreds don’t naturally work well as a team. Better to define responsibilities that build a “foxhole mentality,” wherein one person has the gun, the other the bullets, McCarthy says. It’s in the best interests of both for each to succeed.

The strongest teams are adept at resolving conflict Hiring the best and the brightest should create a diverse, competent group – but inevitably these stallions generate friction that can

sabotage company progress. So, sensitize team members to the early warning signs: know-it-all attitudes, multi-tasking during team meetings, exhibiting dominant behavior, not responding in a timely fashion or engaging in avoidance. Agree, as a team, on how to mutually manage and minimize counterproductive behaviors as they surface.

Create individual and team agreements Here is where the “rubber meets the road” – it’s the final stage of planning who will do what for team objectives, as well as a collective agreement on team rules and interdependencies. Ask individuals to openly commit to what they will do and how the team is to function.

The public declaration stresses employee obligation and collaborative management.

“We live in a 21st-century economy where speed and efficiency is a top priority, and that often means a ‘shoot first, ask questions later’ mentality,” McCarthy says. “But you get the team that you plan for, not necessarily what you pay for. If time is money, then I’d invest it in creating and building a championship team.” ▲ WRITTEN BY J. ALLAN MCCARTHY ABOUT THE AUTHOR: J. Allan McCarthy, principal of J.A. McCarthy & Affiliates, has more than 20 years of experience across 15 industries and more than 200 companies. He is a scaling expert who helps organizations determine how to best align strategy, structure and workforce capabilities. He earned his master’s of management from Golden Gate University, a Stanford University AEA MBA refresher, and has worked with many international companies, including Cisco Systems, Raychem Corporation, SAP Inc., Redback Networks, BEA Systems and Ericsson.

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INNOVATE “Even at the height of the recession in 2008 and 2009, more than a third of consumers said they were willing to pay a little more for products that are better for the environment,” Veilleux says. “A majority said they consider a company’s environmental credentials when making purchasing decisions.”

Euromed recently earned “green” ISO 14001 certification for its Barcelona factory by meeting stringent criteria established by the world International Standardization Organization, which sets standards for sustainable and environmentally friendly manufacturing processes.

“In the five-year process of re-engineering our factory to meet the ISO 14001 criteria, we learned a lot that can benefit other companies,” Veilleux says. “Some of the steps we took cost little to nothing. Others were, frankly, expensive. But all companies today need to be aware that consumers are looking at what they’re doing to – and for – the planet, and they’re making buying decisions based on that.”

These are some of the initiatives undertaken at Euromed Barcelona, which manufactures herbal extracts and natural active substances for customers in the United States and Europe.

GREEN is Good

D

espite pressing economic worries, the environment remains a top concern for consumers all over the world.

And that means environmentally-friendly business practices are as necessary for the bottom line as they are for the planet, says Joe Veilleux, president of Euromed USA. We’re glad to see that, even when people face unemployment and other economic hardships, they’re still committed to green practices,” he says.

• Wood pallets become compost. At Euromed, wooden pallets are reused until they can’t be used any longer. “At that point, they’re sent to recycling facilities, which use them in composting products,” Veilleux says. This step was easily accomplished by working through waste management companies.

• Printer toners get refilled. Empty toner cartridges are shipped to the company’s supplier, where they’re recharged and returned for use. If not for recycling, the toner cartridges would be deposited in landfills.

• Cleaner air and water. The company purchased new equipment to accomplish these goals, including on-site wastewater treatment and water purification plants and equipment to decrease atmospheric emissions.

“We rely on plants, the Earth’s natural, renewable resources, not only for our business but for our personal health,” he says. “We have a special interest in making everyone aware of how vital it is that we all take steps to prevent environmental damage. ▲ WRITTEN BY THE EUROMED USA TEAM ABOUT THE AUTHOR: Euromed USA supplies standardized botanical and herbal extracts and natural active substances for use in the pharmaceutical, health food and cosmetics industries. By extracting the necessary chemicals, the company can guarantee its products meet the precise chemical specifications necessary. Euromed was founded 40 years ago. Its parent company is the 100-year-old Rottapharm-Madaus corporation based in Italy.

Recent polls, including BCG’s annual International Global Green Consumer Surveys taken throughout the recession, reveal an unwavering commitment to environmentalism, he says.

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INNOVATE

SNAPSHOT Here’s what’s trending now in hair and beauty.

Spring 2013 New York Fashion Week

36

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Embellished topknots

Hairpieces and hats

Feather hairpieces

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Glamorous frizz

Pink, two toned hair

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January/February 2013

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Spring 2013 New York Fashion Week

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DISPLAY DIMENSIO

154004 6.5”W X 8.5”H X Czech Republic, Hungary, Poland and Orly 16.51CM W X 21.

TOAST THE COUPLE MONROE’S RED LA VIDA LOCA LIFT THE VEIL Romania up an 7710 exciting newAvenue fashion ORLY make International CaliforniaToast 91406 USA • 800 275 1111 • 818 994 1001 • F 818 994 1144 the or 40004 Haskell 40052 Los Angeles,40467 40008 Couple hotspot. When visiting these countries, you’llP12144 view Gothic churches alongside TOAST THE COUPLEUSA •MONROE’S VIDA LOCA LIFT1144 THE VEILorlybeauty ORLY International 7710 Haskell Avenue Los Angeles, California 91406 800 275RED 1111 • 818 LA 994 1001 • F 818 994 40052 40467 40008 vibrant graffiti murals, blending two very 154052 40004 Orly different aestheticsP12144 – the same fusion of Monroe’s old and new that was seen in runway looks RedORLY International 7710 Haskell Avenue Los Angeles, California 91406 USA • 800 275 during New York Fashion Week. $4.50 ea.

P12144

“Whether you’re looking to spice up COUPLE a TOAST THE 40004

black and white print or add neutrality

MONROE’S RED 40052

LA VIDA LOCA 40467

LIFT THE VEIL 40008

to a vivid brocade, these lacquers are

ORLY International 7710 Haskell Avenue Los Angeles, California 91406 USA • 800 275 1111 • 818 9

designed to accessorize spring’s hottest P12144

looks” – Suzi Weiss-Fischmann, OPI

Orly I Love Nails Orly’s latest seasonal collection of perfect pinks and ravishing red is just in time for Valentine’s Day. $4.25 ea.

“Set your heart aflutter with the romantic, lovable shades from this collection. These classic pinks and reds are sure to sweep you off your feet.” – Orly

Anthony Franco Anton Oparin / Shutterstock.com

611623 A Woman’s Prague-ative

38

611619 Can’t Find My Czechbook

THE INDUSTRY SOURCE

TISmag_JF13_38-39 Polish.indd 38

611621 Hands Off My Kielbasa!

611620 My Paprika is Hotter than Yours!

611616 OPI… Eurso Euro

611615 Polka.com

January/February 2013

12/3/12 3:08 PM

China Glaze Glitz ‘N Pieces Show off your stellar side and go big on the glitz with China Glaze’s most glamorous collection yet. $4.25 ea.

KabukiU Anton Oparin / Shutterstock.com

157404 Mosaic Madness

“It’s time to shine with Glitz ‘N Pieces, a palette of reflective

157405 Graffiti Glitter

157400 Glitz n’ Pieces

157403 Bling It On

157402 Razzle Me, Dazzle Me

157401 Scattered & Tattered

glitter with multi-sized and shaped particles.” – China Glaze

157401 Scattered & Tattered 157400 Glitz n’ Pieces

SpaRitual Meditate Celebrate the awakening of spring 2013 with airy pastels and gentle feminine hues. Breathe in its colors, its textures, its harmony. $5.00 ea.

Farage Anton Oparin / Shutterstock.com

“Living life fast is catching up with us. We have been obsessed with the destination and have lost the art of savoring the journey. […]

Slow matters. Take a deep breath.

Clear your mind. Be where the merging of the past and present bring clarity, concentration and calm.”

680301 Calm & Clear

680432 Energy

680431 Introspective

680430 Peace & Harmony

– SpaRitual

680300 Quietness

680299 Transcend

To view the complete spring polish collections by OPI, Orly, China Glaze and SpaRitual, turn to our Just In section on pages 47 – 50.

800.362.6245

TISmag_JF13_38-39 Polish.indd 39

THE INDUSTRY SOURCE

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12/3/12 3:08 PM

INNOVATE

Does your business need a

T

NEW NAME?

here comes a time in the life cycle of many established businesses when the owner wonders if the original company name might be doing more harm than good. But how can one know for sure? Maybe it’s just the economy or the competition or a change in staff? Here are some ways to help determine if it’s time for you to rebrand.

The Guessing Game (Explaining what business you are really in) Of all the reasons to rebrand, this is the most urgent. Worse than having a name that leads nowhere is a name that leads in the wrong direction!

One physical therapist shared that her company name confuses some of her clients. The Center for Perfect Balance leads many to think she has a yoga studio or a clinic for ear/balance disorders.

“We’re More Than…” (Fill in the blank) This one is classic. A company becomes synonymous with its core product offering and then wants to expand. The business name is often directly tied to that product and rather than rebrand, the company spends massive advertising dollars in a vain attempt to educate the public that they are more than what they are known for. Burlington Coat Factory had ads that used to say, “We’re more than just coats.” The problem with this is that it tells you nothing about what the “more” is and apologizes for a major revenue stream.

Examples of companies with this syndrome are CompUSA (more than computers), Radio Shack (more than radios) and Pizza Hut (not just pizza). Recently I saw a sign on a Pizza Hut store that said “Wings USA!” as if that one sign would reinvent what people thought about Pizza Hut. Radio Shack now wants us to call them “The Shack.”

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We’re Not in Kansas Anymore (Geographically limited names) When I say “We’re not in Kansas anymore…” that is literally what one client shared when he came to us for a rebrand. His sports memorabilia store was called Kansas Sampler, a great name if you are a Chiefs fan. But he was heading to Texas, so the name would have been run out of town on a rail in the Lone Star Republic. He became RallyHouse, a place to find all the things you want to root for your team. Geographically named businesses are perhaps the most common rebranding need, since many eager entrepreneurs don’t envision themselves five years down the road in numerous markets.

Vanilla Anyone? (The generic brand name curse) A number of new business owners believe the most effective way to advertise their business is to make the name a literal description. At first glance, this would seem to make sense. But it backfires for the same reason that should make it succeed. These names are so straightforward that thousands of other business owners have thought of the same idea.

And to make matters worse, they merely describe what you do not how you do it. One client of ours, Big Earth, was formerly known as Wholesale Landscape Supply. The problem was, the name sounded like a yellow page heading. Clients couldn’t remember it. It sounded more like a description of the company than the name itself.

So beware of these dead end traps. Rather than explaining, battling and marketing your way around them, consider regrouping and rebranding your company for continued growth and success. ▲ WRITTEN BY PHILLIP DAVIS ABOUT THE AUTHOR: Phillip Davis is president and founder of Tungsten Branding, company naming consultants located near Asheville, NC. Phil and his team have assisted over 200 regional, national and international corporations with business and product branding strategies. To view his company naming portfolio, visit http://www.PureTungsten.com

January/February 2013

12/3/12 3:11 PM

RETHINK MAKEUP. Chances are you have makeup in your salon or spa. More than likely the display is old, the products are outdated and you have a lot of inventory that you would like to get rid of.

It’s time to rethink makeup. Women spend more than $7 billion a year alone on makeup. Only be PRO cosmetics are sold exclusively in salons and spas and offer education at the be PRO Academy along with beautiful displays and the ability to buy as little as one piece per item. be PRO retailers are always first in trends and new looks are created seasonally by our Creative Director, Andrea Duchesneau. be PRO cosmetics work in conjunction with be PRO airbrush makeup and be PRO is the only professional brand to feature both traditional and airbrush makeup.

Now is the time to rethink makeup.

To learn more about be PRO education, displays and Andrea, visit beprocosmetics.com. ©2013 tng worldwide®

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

TISmag_JF13_41 bePRO Cosmetics Ad.indd 1

12/3/12 3:21 PM

INNOVATE

be PRO Launches One of a Kind Professional-Grade

AIRBRUSH MAKEUP

D

esigned for use on brides, photo shoots, stage and for everyday use, be PRO’s mission is to continually offer department store quality makeup at an affordable price – and it is one of the foremost respected brands sold in salons and by beauty retailers.

I like and a lot of the things that I don’t like. For instance, with silicone makeup, it’s notoriously hard to clean, it clogs airbrush guns easily, it can be difficult to work with and it’s expensive. So I wanted to create a makeup that is easier for the professional to use that still gives just as beautiful of a finish but feels more lightweight on the skin.

The line began in 2002 when President and CEO of tng worldwide, Larry Gaynor, recognized the need for a high-end makeup line that avoided the hassles and low-quality of private label. In 2012, Gaynor partnered with acclaimed makeup artist and be PRO Creative Director, Andrea Duchesneau, to create a revolutionary line of airbrush makeup that would tie in perfectly with the traditional makeup line.

What can you tell us about be PRO’s Daily Wear Airbrush Makeup?

Duchesneau has worked as a makeup artist for nine years and has established herself as one of the most highly respected and diversified artists in the beauty industry today. Early on in her career, she spent a year in London then moved back to her native Michigan where she has built her freelance career. Her work has been featured in numerous local and national magazines and in national print and video advertising campaigns in addition to many other projects. She has worked on celebrities ranging from Dr. Dre and Kid Rock to Chauncey Billups and Lena Olin.

We got the opportunity to sit down and talk with her about her work and the latest developments in be PRO’s makeup line, and here’s what she had to say: Tell us a little about your background.

My background is in print, film and commercials. I work with a lot of media personalities. I also do a lot of bridal stuff. I was educated formally in Los Angeles at a place called The Make-up Designory. I specialize in airbrush makeup.

What can you tell us about be PRO’s Silicone HD Airbrush Makeup?

The line is developed for both professional and consumer use. The water based makeup (Daily Wear) is developed for consumers – so it’s an easy to use, easy to clean airbrush makeup that’s good for everyday wear. The Silicone HD makeup is made for professionals. It’s really good for working on film sets, doing bridal makeup and any other kind of makeup artistry where the makeup has to last. It doesn’t break down over the course of the day, and it looks very natural.

I worked one on one with our lab to create the makeup, and I identified a lot of things about airbrush makeup that is out there that

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Water based makeup can tend to look very matte, opaque and kind of fake looking, so we decided to develop the line in a way that the makeup would produce more of a natural skin finish. We did that by incorporating a lot of skin-benefitting ingredients into the makeup – so instead of concealing the issues, it corrects as it perfects. It actually improves the skin texture, clarity and luminosity while firming and toning skin. It also contains marine collagens and peptides that help protect the skin from environmental pollutants and damage. We are the first airbrush makeup line that incorporates skin-benefitting ingredients. This eliminates the need for primer, making it a one-step process.

How else will this new makeup benefit salon owners and industry professionals?

Professionals are going to be the first people who are introduced to it. Hopefully they’ll be using it in salons and showing their clientele.

The machines will be able to be retailed, so makeup artists will now not only be able to offer it as a service, but they will also be able to retail the actual airbrush compressor to their clientele if it’s something their clientele can see themselves wanting to do at home. So not only does it increase their service potential, but it also increases their retail potential as well. The airbrush compressor itself is very compact and small but is still very powerful, so you can use multiple types of airbrush makeup with it. Right now there are only consumer systems on the market or pro systems, and this fits the needs of both. This makes it a lot easier for the beginner airbrush artists to invest in it and start out and still be able to deliver the same results with just as high quality of a product.

What kinds of changes are being made in be PRO’s classes?

We are re-doing the educational curriculum here with TheAcademy, so there is going to be a lot of focus on the airbrush makeup and how salons and artists can increase their business doing airbrush makeup.

We will also be doing a lot of bridal workshops, too.

For more information on be PRO, visit beprocosmetics.com. s

January/February 2013

12/3/12 3:23 PM

THINK AIRBRUSH MAKEUP.

From Fashion Week to the Hollywood red carpet to the beautiful bride walking down the aisle, airbrush makeup has become the industry standard for makeup artists across the globe. be PRO Expert Airbrush makeup is the first and only foundation to eliminate the need for primer – making it a simple one-step process that “corrects as it perfects.” be PRO’s Daily Wear water-based formulation gives a realistic skin finish. Silicone HD formulation features a unique blend of silicones that lasts for hours. be PRO Expert Airbrush equipment is state of the art.

Makeup artists love the compressor’s small size and the AC/DC feature makes it totally portable. It is compatible with all types of airbrush makeup.

Education is ongoing at the be PRO Academy headed up by our Creative Director, Andrea Duchesneau. Private and group classes are available from beginning to advanced.

Now is the time to think airbrush makeup.

To learn more about be PRO Expert Airbrush makeup, please visit beprocosmetics.com. ©2013 tng worldwide®

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

TISmag_JF13_43 bePRO Airbrush Ad.indd 1

12/3/12 3:26 PM

INNOVATE

SOOTHING AND REFRESHING Herbal DETOXSOAK Service

Service Kit 663400 $46.99

This stand alone service should be charged separately. It can be combined with your existing pedicure service by soaking feet first, adding your Cuccio Naturalé pedicure service of choice and finishing with a Somatology massage.

• Artemisia Absinthium – De-stresses and hydrates skin

STEP

STEP

STEP

7

Massage in an up and down movement along and around the calf area and downward to the end of the foot.

Turn leg inward. Using an up and down movement, massage calf area in between muscles then guide down to foot area.

Massage the soles of the feet with circular along with up and down movements. Then gently stretch back the toes.

Using a towel, gently pat off any excess serum and apply Cuccio Naturalé Butter Blend (109901 – Vanilla Bean & Sugar 8 oz., other scents and sizes available) or Lyte Ultra Sheer Body Butter (109840 – Pomegranate & Acai 8 oz. or see THE BEAUTY BOOK or theindustrysource.com for more scents and sizes).

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TISmag_JF13_44.indd 44

3

STEP

2 5

Gently push the toes in Repeat the massage a downward motion to technique movements for stretch the foot. the sole of the feet. Then use circular movements around the ankle bone.

44

Follow with DETOXSOAK Somatology Massage Serum and technique.

STEP

1

STEP

• Somatology Massage Serum is formulated with key ingredients with anti-oxidant properties including: vitamin E, pomegranate seed oil and vitamin C, along with the benefits of argan oil, which helps to keep the skin moist.

Add large DETOXSOAK Place feet in herbal tablet to water.

DETOXSOAK treatment.

Soak for 15 minutes.

When finished with soak, rinse off legs and feet, then proceed to towel dry.

Note: When using in conjunction with a pedicure service, file and cut nails, soak in DETOXSOAK for 15 minutes then continue with pedicure. (You will notice callus removal will be much easier.) Finish with DETOXSOAK Somatology massage. Use Cuccio Colour or Veneer for the perfect finish.

• Phellodendron – Amurense Bark – Smoothes and renews skin

Somatology Massage Step

by Step

4

STEP

STEP

Fill foot bath with warm water in front of client, open DETOXSOAK packet. Add small packet of magnesium sulfate crystals to water.

3

6

STEP

• Citrus Aurantium Amara Peel – Soothes and refreshes skin

2

STEP

• Magnesium Sulfate – Natural DETOXSOAK

STEP

1

DETOXSOAK Key Ingredients and How To

Continue with circular movements around the back of the ankle and down to the heel area. Repeat steps 1 – 6 as time allows.

January/February 2013

12/3/12 3:29 PM

Protect Your Clients and Your Business!

Keep your clients safe with individually wrapped, disposable nail files and a disposable foot file system for single use manicure and pedicure treatments.

Disposable Nail Files Tapered wood core and cushioned core with 2 grits on each file.

Individually wrapped.

Tapered Core: Black 100/180 Silver 100/180 Cushioned Core: Black 100/180 Silver 100/180 Black 180/400

Disposable Foot File System Swedish Clover™ handle with interchangeable 60 and 100 grit, disposable abrasive pads smoothes away calluses and softens rough spots.

Purifiles® are made of hi-tech materials that allow them to be repeatedly immersed in hospital - grade disinfectant for proper sanitation. They meet state board disinfection guidelines and last up to 3 times longer than ordinary washable files.

Immersible, Disinfectable, Reusable Files!

Standard Files Pink 80/100 Ultra Coarse/Coarse Green 100/180 Coarse/Medium Orange 180/240 Medium/Medium Fine White 80/80 Ultra Coarse

Ultra Tapered Files Pink 80/100 Coarse/Medium Green 100/180 Medium/Fine White 80/80 Coarse/Coarse

For more information, call 800-347-7456 or visit www.floweryprofessional.com

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

TISmag_JF13_45 SPILO DFILES Ad.indd 67

12/3/12 3:31 PM

INNOVATE

TOP 5

1

Manicures

Ways to Change Up Your Salon Services

3

Massage

Offer a manicure lesson for an additional charge and send clients home with a free at-home kit with the items listed below for in-between visits. Be sure to discuss how to exfoliate nails as well as cuticle care and nail shaping.

• One Minute Manicure (3 oz., 109223, $4.99)

Offer specialized massages for car accident victims or people that have work related injuries. Use Biotone Muscle & Joint Relief Therapeutic Massage Crème (Gallon, 307129, $66.99).

• For Pro Birchwood Sticks (144-ct., 011181, $4.49) • For Pro Manicure Boards Black 180g (50-ct. 12.99, 903332) OR Pair up with local palm reader and offer a palm reading with any manicure once a month. Advertise it on your manicure station and have your regular clients sign up for the service in advance.

4

• CND SpaManicure Almond Intro Pack (769129, $30.00)

Makeup

Feature the new be PRO Airbrush system and offer airbrush cover up for tattoos, scars and skin discolorations for special events. Don’t forget – airbrush makeup isn’t just for the face! Daily Wear Foundation (.5 oz., 314022 – 314033, $14.40)

5 2

Pedicures

Take something local from your area and build a new pedicure around it.

For example, if you live in Florida, feature a pedicure using the Spa Redi Pedi Salt Glow in Mandarin (Gallon, 140346, $26.99).

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TISmag_JF13_46 Top Five.indd 46

Hair

Take your salon employees on the road! Once every month, work with an assisted living facility and offer styling services with a team of experts for a small fee.

You’ll be amazed at what you will get out of it.

Put a kit together for those days on the road with these products: • Hot Tools Tangle-Free Hot Air Brush or less (444343, $28.99) • For Pro Stylist Water (10 oz., 140030, $4.99) s

January/February 2013

12/3/12 3:38 PM

JUST

IN SALONS FEBRUARY 6TH

IN

Pre-order today to guarantee delivery!

Celebrating a region where history meets modern design, the collection’s 12 new lacquers offer a mix of glamorous metallic hues along with playful bright shades in periwinkle, aqua and pink and creamy blues in indigo, midnight and aubergine.

TWHAT’S HE INDUST RY SOURCE NEW AT

EDITION A  • 12 Nail Lacquers .5 oz. each • 1 Chipboard Counter Display • 1 Color Chart • 12-Tip Color Palette w/ Chain and Label • Set-Up Instructions 611608 $52.50

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

▼ OPEN STOCK .5 oz. $4.50 ea.

EDITION A+ • 24 Nail Lacquers .5 oz. each • 1 Chipboard Counter Display • 1 Color Chart • 12-Tip Color Palette w/ Chain and Label • Set-up Instructions 611609 $104.95 (not shown)

611623 A Woman’s Prague-ative

611619 Can’t Find My Czechbook

611621 Hands Off My Kielbasa!

611625 I Saw… U Saw… We Saw…Warsaw

611620 My Paprika is Hotter than Yours!

611626 My Vampire is Buff

611616 OPI…Eurso Euro

611622 OY-Another Polish Joke!

611615 Polka.com

611617 Suzi’s Hungary AGAIN!

611624 Vant to Bite My Neck?

611618 You’re Such a BudaPest

 EDITION C • 36 Nail Lacquers .5 oz. each • 1 Two-tiered Acrylic Counter Display w/ Printed Footers • 1 Chipboard Header • 10 Color Charts • 1 Painted Color Palette w/ Chain • Set-up Instructions 611610 $159.95

 EURO MINI 4-PK. Four Mini Nail Lacquers .125 oz. each • Suzi’s Hungary AGAIN! • You’re Such a BudaPest • Can’t Find My Czechbook • OY-Another Polish Joke!

611614 $6.95

Limit restrictions may apply on all collections. While supplies last.

TISmag_JF13_47-50 JUST IN.indd 47

800.362.6245

THE INDUSTRY SOURCE

47

12/3/12 3:43 PM

JUST

IN SALONS JANUARY 2013

IN

OPI announces the launch of eight new limited edition shades inspired and hand selected by multiple Grammy Award winning recording artist Mariah Carey. These shades include four new Liquid Sand Lacquers featuring groundbreaking technology for a textured, matte finish infused with reflective sparkle.

 EDITION C • 36 Nail Lacquers .5 oz. each • 1 Two-tiered Acrylic Counter Display w/ Footers • 1 Color Palette Label • 1 Painted Color Palette w/ Chain • Set-up Instructions 611628 $159.95

TWHAT’S HE INDUST RY SOURCE NEW AT

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

DISPLAY 16-CT.  • 16 Nail Lacquers .5 oz. each • 1 Chipboard Counter Display • 12-Tip Color Palette w/ Chain and Label • Set-up Instructions 611627 $69.95

▲ LIQUID SAND MINI 4-PK. Four Mini Nail Lacquers .125 oz. ea.

• Get Your Number • Can’t Let Go • The Impossible • Stay the Night 611629 $6.95

OPEN STOCK .5 oz.  $4.50 ea.

611633 Anti-bleak

611630 A Butterfly Moment

611636 Can’t Let Go

611635 Get Your Number

611632 Pink Yet Lavender

611631 Sprung

611634 Stay the Night

611637 The Impossible

COMING THIS SPRING! Pre-order all five today to guarantee delivery!

SPRING SHADES OPEN STOCK .25 oz.  $15.95 ea.

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TISmag_JF13_47-50 JUST IN.indd 48

768872 Azure Wish opaque

January/February 2013

768870 Cake Pop opaque

768869 Grapefruit Sparkle semi sheer

768871 Lilac Longing opaque

768873 Limeade opaque

Limit restrictions may apply on all collections. While supplies last.

12/3/12 3:43 PM

IN SALONS JANUARY 2013 MEDITATE SPRING COLLECTION Slow matters… take a deep breath. Clear your mind. Be where the merging of the past and present being clarity, concentration and calm.

Meditate. Look east, where tradition and rituals blend. Let go of stress and the relentless pace of everyday. Rise above the noise. Expand your mind.

Focus. And, in stillness, find transcendence. Twenty percent of profits will be donated to the David Lynch Foundation to implement scientifically proven stress-reducing modalities, including transcendental meditation.

s 18 PIECE COMPLETE DISPLAY Includes three each of the colors listed in this clean and modern display made out of renewable bamboo that features the SpaRitual logo branded on the front and back.

994649 $90.00

I LOVE NAILS I LOVE NAILS I LOVE NAILS Color Collection

s 4 PIECE MINI LACQUER KIT Includes one each of the following listed in a mini size.

• Peace & Harmony • Quietness • Calm & Clear • Energy 994648 $10.00

OPEN STOCK  .5 oz. $5.00 ea.

680301 Calm & Clear

Color Collection

680432 Energy

680431 Introspective

Color Collection

680430 Peace & Harmony

680300 Quietness

680299 Transcend

12-PC DISPLAY 12-PC DISPLAY 12-PC DISPLAY AVAILABLE TO SHIP - 12/15/12

IN SALONS 2013 AVAILABLE TO SHIP - JANUARY 12/15/12 AVAILABLE TO SHIP - 12/15/12

Perfect Perfect for for Valentine’s Valentine’s Day. Day. Contains Contains 33 each each of of Toast Toast the the Couple, Couple, Perfect La La Vida Vida forLoca, Loca, Valentine’s Day. Contains 3 each Perfect of Toast for Valentine’s the Couple,Day. La Vida Contains Loca,3 each of Toast the Couple, La Vida Loca, Lift Lift the the Veil, Veil, Monroe’s Monroe’s Red Red and and Forever Forever Crimson Crimson .6 .6 Fl Fl Oz Oz // 18 18 mL mLLift nail nailthe lacquers. lacquers.

Veil, Monroe’s Red and Forever Crimson Lift the .6 Veil, Fl Oz Monroe’s / 18 mL Red nail lacquers. and Forever Crimson .6 Fl Oz / 18 mL nail lacquers.

ITEM # PACKOUT: UPC CODE: SALON PRICE:

450566 1 COMPLETE DISPLAY 0-79245-40566-6 $51.00

LACQUER LACQUER NAME NAME TOAST TOAST THE THE COUPLE COUPLE MONROE’S MONROE’S RED RED LA LA VIDA VIDA LOCA LOCA LIFT LIFT THE THE VEIL VEIL

ITEM ITEM ## 40004 40004 40052 40052 40467 40467 40008 40008

ITEM # PACKOUT: UPC CODE: SALON PRICE:

450566 ITEM # 1 COMPLETE PACKOUT: DISPLAY 0-79245-40566-6 UPC CODE: $51.00 SALON PRICE:

450566 1 COMPLETE DISPLAY 0-79245-40566-6 $51.00

ITEM # 40004 40052 40467 40008

ITEM # 40004 40052 40467 40008

 COUNTER DISPLAY 12-CT. Includes three each of the colors from the collection (.6 oz each) plus display.

994908 $51.00

I LOVE NAILS COLLECTION UPC UPC CODE CODE LACQUER NAME Perfect for Valentine’s Day. 0-96200-00147-3 0-96200-00147-3 TOAST THE COUPLE 0-96200-00010-0 0-96200-00010-0 MONROE’S RED 0-96200-00467-2 0-96200-00467-2 LA VIDA LOCA MANI MINI KITLIFT 4-CT.  0-96200-00149-7 0-96200-00149-7 THE VEIL

Includes one each of colors from collection in mini size.

994909 $8.00

▼ OPEN STOCK .6 oz. $4.25 ea.

TOAST TOAST THE THE COUPLE COUPLE 40004 40004

MONROE’S MONROE’S RED RED 40052 40052

154467 La Vida Loca

LA LA VIDA VIDA LOCA LOCA 40467 40467

154008 Lift the Veil

TOAST LIFT LIFT THE THE THEVEIL VEIL COUPLE 40008 40008 40004

UPC LACQUER CODE NAME 0-96200-00147-3 TOAST THE COUPLE 0-96200-00010-0 MONROE’S RED 0-96200-00467-2 LA VIDA LOCA 0-96200-00149-7 LIFT THE VEIL

UPC CODE 0-96200-00147-3 0-96200-00010-0 0-96200-00467-2 0-96200-00149-7

DISPLAY DISPLAY DIMENSIONS: DIMENSIONS: 6.5”W 6.5”W XX 8.5”H 8.5”H XX 6.25”D 6.25”D 16.51CM 16.51CM W W XX 21.59CM 21.59CM H H XX 15.875CM 15.875CM D D

MONROE’S RED 154052 40052 Monroe’s Red

154004 Toast the Couple

TOAST LA VIDA THE LOCA COUPLE 40004 40467

DISPLAY DIMENSIONS: 6.5”W X 8.5”H X 6.25”D 16.51CM W X 21.59CM H X 15.875CM D

MONROE’S LIFT THE VEIL RED 40052 40008

LA VIDA LOCA 40467

DISPLAY DIMENSIONS: 6.5”W X 8.5”H X 6.25”D 16.51CM W X 21.59CM H X 15.875CM D

LIFT THE VEIL 40008

ORLY ORLY International International 7710 7710 Haskell Haskell Avenue Avenue Los Los Angeles, Angeles, California California ORLY 91406 91406 International USA USA •• 800 800 7710 275 275 Haskell 1111 1111 •• Avenue 818 818 994 994 ORLY Los 1001 1001Angeles, International •• F F 818 818California 994 994 1144 1144 771091406 Haskell USA Avenue • 800 Los275 Angeles, 1111 • California 818 994 1001 91406 • FUSA 818 994 • 800 1144275 orlybeauty.com 1111 • 818 994 1001 • F 818 994 1144 orlybeauty.com P12144 P12144

P12144

P12144

Limit restrictions may apply on all collections. While supplies last.

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800.362.6245

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JUST

IN

TRANZITIONS COLLECTION Lacquer that reacts when a clear coat is applied, altering the color and changing the look.

GLITZ N’ PIECES COLLECTION It’s time to shine! Accessorize with a palette of reflective glitter with various sized black particles to create an unusual look.

IN SALONS JANUARY 2013

IN SALONS FEBRUARY 2013

 COUNTER DISPLAY 24-CT. Includes two each of the colors, plus display.

994613 $102.00

TWHAT’S HE INDUST RY SOURCE NEW AT

T HE INDUST RY SOURCE Available by phone, online and at select store locations. ▲ COUNTER DISPLAY 30-CT. Includes four each of the colors, six Fast Forward Top Coat (.5 oz.) and display.

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▼ OPEN STOCK .5 oz. $4.25 ea.

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WITH TOP COAT 157409 Altered Reality

157407 Duplicityy

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Limit restrictions may apply on all collections. While supplies last.

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▼ SLIMMING COLLECTION has got the skinny on flattering stylists’ everday apparel. Designed to enhance, the aprons use color-blocking and patterns to create proportioned hourglass silhouettes. $19.99 ea.

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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

DEPILATORY MASSAGE HAND & FOOT THERAPY RETAIL SPA EQUIPMENT

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The Benefits of

CUSTOM SIGNATURE Amenities

S

Next, depending on your size (and commitment level), consider whether you want (or are able to) to develop a signature scent for your shampoo, conditioner, bath and shower gel, hand soap and hand and body lotion or whether you will utilize something stock off the shelf.

We suggest to our resort customers to look around the property and identify as many different fruits, vegetables, herbs, flowers and trees as First and foremost, consider customizing your spa and locker room they can that are local to their property. Then imagine a guest arriving bottles utilizing your new or updated spa logo. It’s important to from New York, Atlanta, Los Angeles, Miami, Cleveland, Detroit or promote and reinforce the new brand you’ve worked so hard to Chicago. What better way to educate your guests about the region of develop. What better way than custom and unique bottles? Opt for the country or world where you are located than to offer a custom custom screen printed bottles versus labels which often will be applied signature fragrance so they can experience your local flavor in such a crooked or will just not wear long before water and moisture attackAvailable at: T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com personal way? the ends and the label begins to curl.

Available at: T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com o you’ve finally built a beautiful spa and locker room area or perhaps renovated/freshened up an existing space after many years and spent many thousands, perhaps millions, of dollars to make it unique and special to your property... now what?

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Consider opting for a line of natural spa quality formulations, which are paraben, phosphate and sulfate free. Compared with a few years ago, there are a number of high performing and cost effective base formulas in the marketplace that perform every bit as well as traditional “spa quality” products, which contain ingredients that are considered not friendly to the body.

In addition to custom signature fragrances, you should be able to source a selection of stock operational supplies to go inside of your custom bottles including mouthwash, deodorant, hair spray, shave cream, SPF lotion and hand soap.

Once you have your new spa and locker room operational supplies in place and have hopefully done the proper amount of development from both the packaging and product development standpoint, you will have customers clamoring to take your products home with them – which, honestly, is the goal in choosing this route in the first place. Consider developing retail sizes. We suggest 8 oz. as a starting point for your retail line. In time, you might find that the best sellers are bath and shower gel, hand soap and hand and body lotion (for instance). At that point, you might want to consider offering larger “professional sized” retail bottles of your better sellers. Choose from 16 oz. or even 32 oz. sizes.

At some point, you might also want to consider developing smaller travel sizes (usually 2 oz. to 4 oz.), which are typically offered in some sort of interesting stock or custom bag perfectly sized for the products you are seeking to merchandise.

From a bottle standpoint, you will find the prettiest (and most retail attractive) will

be PET (polyethylene) bottles, which also happen to be friendly to the environment.

There are a number of interesting shapes in the marketplace, but keep in mind the more contours on the bottle, the more expensive it will be to decorate. The most cost effective bottle is always a Boston Round.

Here at THE INDUSTRY SOURCE and TNG, we offer clear, frosted, amber or white. We also have the ability to special order unique colors, depending on volume.

Once all of the above is in place, the best way to market/promote your spa from a resort standpoint is to consider creating in room “spa amenities” – basically miniature versions of what’s being offered in the spa for operational supplies as well as retail sale.

It’s a terrific way to promote the fact you have a spa on property, encourage guests to come visit for a treatment or perhaps look around your retail area. Earlier we mentioned the wide assortment of bottle shapes available – when possible, select an in-room bottle which somehow mimics the shape of your spa bottles so guests can easily identify that it’s the same product.

If the above seems complicated and confusing, it doesn’t have to be. The most important thing to remember is to take one step at a time, and you can easily build a wonderfully successful program in which guests will leave your properties with products they can get nowhere else in the world. ▲ WRITTEN BY EDMOND VERBEKE ABOUT THE AUTHOR Edmond Verbeke is the Vice President of Hospitality Sales for THE INDUSTRY SOURCE and tng worldwide. We are able to customize virtually any amenity item or product as well as create custom blends for ourat:clients. more information on • Available T HEForINDUST RY SOURCE our hospitality offerings, visit theindustrysource.com/catalog/ hospitality or call 1-800-362-6245.

Available at: T HE INDUST RY SOURCE •

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

800.362.6245 • theindustrysource.com

800.362.6245

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Outdoor Quiet Area

STATE OF THE ART

OASIS

One of the world’s top destination spots to relax and live life in the moment

M

iraval Life in Balance Spa with Clarins is a stateof-the-art oasis designed to transform guests both physically and emotionally. Built in harmony with the healing power of its Sonoran desert surroundings with a focus on sustainability, the spa’s luxury is not about excess, opulence or lavishness but rather about embracing the Clodagh Design Team mantra of “Life Enhancing Minimalism.”

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The spa’s design mirrors the authentic experience of the Arizona desert through its strong connection to the spirit of its rugged landscape. All the senses and elements have been enlisted in a cavalcade of design and natural elements.

Since opening in 1995, Miraval has been ranked as one of the world’s top destination spas by Travel + Leisure, Spa Finder and Condé Nast Traveler.

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Miraval Resort & Spa 5000 E. Via Estancia Miraval Tucson, AZ 85739 800.232.3969 www.miravalresorts.com And the design isn’t the only thing that looks great at Miraval. The spa purchased custom bottles, custom stainless steel brackets and more from THE INDUSTRY SOURCE to give its products a professional touch.

On the right: Spa Suite Below: Spa Entrance s

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TIME TO

REDESIGN

I

t’s a new year, which means it’s the perfect time to reevaluate your space. However, sometimes it can be hard to see our own spaces objectively, which begs the following question: “How do you know if it’s time to redesign?”

Customers have commented on the design This one’s an easy one, but if customers have ever complained or made comments in passing about the design of your salon or spa, it’s something to pay attention to. Granted, design can be a somewhat personal choice and you’ll never be able to make everyone happy.

However, if customers that are happy with your services have ever made “Don’t judge a book by its cover” types of comments about your design – or if they have ever asked about if you plan on redesigning any time soon, you might want to take the hint.

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Your salon looks like it’s from another decade One of the most common salon and spa design blunders is simply not updating frequently enough. When you work in an environment every day, it can be easy to overlook the fact that your space design would have been in the height of fashion 10 or 20 years ago. Be honest with yourself – if that could conceivably be said about your space, it’s time to redesign. That goes for wall art, magazines and books, too. After all, you don’t want clients to think that they’ll walk out with hair that would be better suited to the 80s or 90s, for instance!

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Your design choices are not classic Maybe your space design doesn’t seem obviously dated – there are no crimped haired models or geometric shapes and neon colors adorning the walls. However, that doesn’t mean that your design choices are classic and up to date. As a rule of thumb, try to steer away from overly bold color choices. Blacks, whites, tans and soft shades of olive green are always safe. However, don’t err on the side of being boring, either. Jewel tones, such as deep reds, purples and greens are a great way to counteract this while keeping the design classic. However, neons, pastels and primary colors should be shied away from in most cases. Also, when choosing furniture, be sure that you are picking styles, colors and materials that are timeless and classic.

Your design choices don’t speak to your target demographic Maybe your problem isn’t that your design is outdated but that it just doesn’t attract your target demographic. For instance, maybe you opened a playfully designed

salon with the plan to serve moms and their kids but have found that you would prefer to target primarily adults instead.

If you don’t update your design, it will scare potential clients away who will just assume that you’re a shop geared towards kids and nothing else. Or perhaps you have a brightly colored spa with whimsical design touches but have found that your target demographic is actually clients who are looking for upscale services. If you want to send the message that you offer exclusive, upscale services and if you want to attract the kind of clientele that will be able to spend the extra money on these kinds of services, you will need to update your design to something that is more chic and luxurious.

Don’t let the New Year come and go without taking the opportunity to give your business a facelift so that you can breathe new life into your space and hopefully bring in some new clients as well! s WRITTEN BY AMANDA TRENT

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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A

New Year is a great time for a fresh start – that could mean a new business plan, a set of fresh goals or even a newfound resolution to present your best self to the world. And a big part of presenting your best self to your clients and the rest of the world is how you dress.

Take a few minutes to evaluate whether your look needs a New Year’s makeover. Ask yourself the following questions:

Has your look changed at all in the last 10 years?

That goes for hair, makeup, clothes, shoes and more. If the answer is “no,” that’s a good sign that you might want to reconsider how you are presenting yourself. After all, if you are in the business of selling beauty and staying up with trends, your case will be severely diminished if you look like you’re stuck in another decade.

Do you dress age-appropriately?

Now, this doesn’t mean that if you are in your 60s, you need to start wearing cat sweaters like your mother might have once she reached that age. Now, more than ever, age is just a number – and 60 is the new 50. Dressing older than your age hurts your business because it makes you look archaic and out of touch. So, if you have for some reason succumbed to the lure of the cat sweater, you may want to reconsider because it’s likely that it’s making you look older than you actually are. Save those for when you’re 90.

On the other hand, if you’re trying to hang on to your youth by wearing cartoon t-shirts, mini skirts, hip hugging bellbottoms or clothes from juniors stores like Aeropostale, American Eagle, Hollister or Abercrombie and Fitch, you may want to rethink your style. Dressing younger than you actually are hurts your business because instead of reassuring clients that you are the expert on classic style and looking chic and sophisticated, you’ll look like a kid who never grew up.

Do you dress occasion-appropriately?

A New Year,

A NEW YOU

It’s a common saying, but it bears repeating – when the occasion is business, dress like you mean business. In a salon environment, you may have a little more freedom to add some creative flair to your outfits. However, don’t take this as a license to throw all standards of business dressing out the window. If you want clients to take you seriously, you need to dress in a way that commands respect. And, no matter what, don’t fall into the trap of dressing strictly for comfort – because although stylish clothes can be comfortable, dressing solely for function and not form usually lends itself to frumpiness, which is not a good look for someone who is supposed to be a beauty expert.

Do you truly love your style?

Do you love the clothes in your closet and enjoy wearing them every day? If the answer is no, why not make a change? And what better time than now? s WRITTEN BY AMANDA TRENT

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Time for a Website

REDESIGN? I

s your website looking a little dated? Have clients made comments that they have had a hard time navigating it? Or does it just need to be brought up to date with the latest technology? Then read on!

First off, there is no such thing as a “redesign.”

A redesign of a website is simply a repackaging. It’s taking the same content and putting it in a new dress.

Or taking the same software or function and adding some make-up. Now seriously, why would you want to do that?

There can only be a handful of reasons to even entertain the thought of it: 1. The current site doesn’t work.

2. The current site is no longer effectively selling your product or service.

3. It’s outdated and ugly.

4. You just woke up and decided to change everything for the sake of changing things.

5. Somebody told you it was a good idea. (continues on page 60) 800.362.6245

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Here’s a breakdown of those reasons, and whether or not a redesign is the solution.

1. If the current site is broken:

NOW 100% LINT FREE

Multi-Use Towel Talk about a product with an identity complex. While other products have cool names this poor little towel got stuck with the “multi-use” label. Like maybe the product gods were too busy with glamorous products like Esthetic Wipes and Toe Rope to even care! Give the MUT (multi-use towel) some love.

Write and tell us the many ways you use it so we can stop paying for these expensive therapy sessions.

NEW & IMPROVED!

Well if it’s broke, you’ve got to fix it.

And if it needs to be fixed, why use duct tape and glue? Building it correctly from the ground up is a smarter use of your money and will most likely cost you the same thing – or less. And you can build it with the latest technology, optimized for search, easier updating and better functionality

2. If the site is no longer effectively selling your product or service: Why repackage something that doesn’t sell? A good developer will tell you why it’s not selling – he or she just needs to look at the data. Let a developer show you why it’s a lame duck, then ask about the alternatives.

3. If it’s outdated and ugly: This is pretty self-explanatory, but I will say this: I’ve seen a lot of “ugly” sites sell a lot of product. Don’t base your decision on ugly – that’s a matter of opinion. I’ve told many people with ugly sites NOT to touch them. Hey, if they sell, who cares what they look like, right?

However, on the other hand, if you’re not sure if the site is working for you and it’s ugly, perhaps it does need a facelift.

After all, you are in the beauty business.

Outdated is a different story. You can’t compete with today’s sites using outdated technology. Just ask MySpace.

content, the buttons, the pictures – the exact website you tell him or her to build.

A web developer is going to tell you honestly if and why you’re wrong about all of those things. A developer is going to tell you that your bio is great, but it doesn’t sell you. Or that your photos are hurting rather than helping your image.

A developer is going to tell you how and why to build it this way. And let’s be honest – if you knew the exact site you needed to have with the colors, content, buttons and pictures, you wouldn’t need to hire someone, would you?

If I want to build a house, I’m going to call a guy who builds houses, not a guy who paints them. If your site isn’t selling, it’s possible that tweaking the content, navigational tools or other elements will help. But before you decide a paint job is the answer, consult a web developer, who can provide an objective opinion based on quantifiable data.

When is it time to build anew? If your site is broken or outdated, it may be time to tear it down to the studs and start fresh, using all the new wisdom and whirligigs that have become available just in the past five years or so. s WRITTEN BY JOE THOMAS ABOUT THE AUTHOR: Joe Thomas is the founder and owner of Left Brain Digital (www.leftbraindigital.com), a web development company.

He’s an award-winning web designer/developer with more than 18 years of experience in print and web design and development. Thomas’ work became a major influence in graphic and web design in the “Y2K” era of the Internet’s dot-com explosion.

4. If you just woke up and decided to change everything:

GREAT FOR GEL NAILS visit www.intrinsics.net to request your FREE sample today

Go shoe shopping. Buy a new hat. But realize when you call a web developer, you’re not going to be happy with anything he does. You’ll be wasting your money and driving some poor developer nuts for nothing.

5. If somebody told you to redesign your website:

Odds are, that person is a web designer – NOT a web developer, and, trust me, • theindustrysource.com Available at: T HE INDUST RY SOURCE • 800.362.6245 there is a huge difference between the • theindustrysource.com • RY SOURCE • Available 800.362.6245 • theindustrysource.com at: T HE INDUST RY SOURCE 800.362.6245 two. A web designer is going to give you RY SOURCE • 800.362.6245 • theindustrysource.com exactly what you ask for – the colors, the

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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 your New Year’s resolutions for your business?

“My New Year’s resolution for 2013 in my salon would have to be to keep pushing to be the best – which includes updating education and new products. My motto is ‘nothing but the best for my clients.’”

Suzanne Cox, Independent Nail Tech Salon at the Highland – Cedar Park, TX

“This year my New Year’s resolution is to continue to service all of our amazing clients. We are always bringing new products and services into our salon, and we look to THE INDUSTRY SOURCE to keep us up to date on all the new trends in our industry.”

“For this upcoming year, I have high hopes for Blondie’s Salon.

With a recent expansion, marketing and staff education is a must!

My goal is to get all staff as much education on the products we carry as possible. Still being new in the Dallas area, marketing is always foremost on my mind. I have continually chosen certain marketing venues and will stay on track this year. And lastly, there’s finances – which is something stylists are typically not very good at discussing.

But this year, I am vowing to be fully involved, attentive, smart and proactive with the finances for Blondie’s so that a second expansion may be in our near future.”

Toni Periatt, Salon Owner/Manicurist Moezart & Co. – St. Clair Shores, MI

Nikole Wood, Stylist Blondie’s Salon – Frisco, TX

Would you like your response to be featured here?

Send an email to editor@theindustrysourcemag.com for our next issue’s question.

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CONNECT “Anyone can post a bad review online and hurt your business,” says Santoro, who is a managing partner with Rizzo of Globe On-Demand, an internet technology company. “Unfortunately, most business owners are not even aware that these bad reviews are out there.”

Seventy-two percent of buyers trust reviews as much as personal recommendations, and 70 percent trust consumer opinions posted online, according to a recent Nielsen Global Trust in Advertising Survey.

“A bad review published in a newspaper or broadcast on radio or TV is short-lived, but a bad review posted online can live indefinitely,” says Rizzo. “With consumers now researching an average of 10 reviews before making a buying decision and 70 percent trusting a business that has a minimum of six reviews posted, business owners need to be proactive in developing their online reputation. You need several positive reviews.”

Online searches have been streamlined, combining reviews with maps, pay-per-click advertising, local business directories and Facebook fan pages, Santoro says. As damaging as bad reviews can be, positive reviews can be equally constructive, he says.

Rizzo and Santoro offer an internet marketing strategy called “reputation marketing,” described in the following steps: • Develop a Five-Star Reputation. Begin by having your happy customers post great reviews about your business. Strive to have at least 10. Have each post to one of the following: Google Plus Local, Yelp, CitySearch, SuperPages, YP.com, your Facebook fan page, etc.

This needs to be a continuous process. Proactively ask your customers to post reviews.

• Market Your Reputation. Once reviews are posted, use a welldesigned online marketing strategy to drive targeted traffic to your website. Ensure that your website can convert this traffic into customers. Additionally, showcase these third-party reviews on your website.

Breaking Bad Reviews

PROTECT I

YOUR BUSINESS ONLINE t happens all the time – the hard-working crew at a small business loses customers thanks to the sour grapes of one person.

It could be a disgruntled employee, an angry customer or even a competitor, says V. Michael Santoro, coauthor with John S. Rizzo of Niche Dominance: Creating Order Out of Your Digital Marketing Chaos.

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• Manage Your Reputation. Regularly check that the reviews being posted are positive. You can use Google Alerts for your business name – however, you will need to check the local directories, too, since they’re not picked up by Google Alerts. By building up the positive reviews, you can counter a poor one by sheer volume. You should also quickly post a reply to a negative review if they occur.

Always be professional and indicate what action you have taken to remedy the situation.

• Create a Reputation Marketing Culture. Train your staff to proactively ask customers for reviews and to deal immediately with any customer who appears unhappy. A positive culture will encourage customers to post positive reviews about your business. s WRITTEN BY JOHN S. RIZZO & V. MICHAEL SANTORO ABOUT THE AUTHORS: V. Michael Santoro has more than 10 years in the digital marketing field. His prior experience includes international senior marketing positions in technology fields. John S. Rizzo spent three years as a consultant for Amazon.com’s publishing group. He has assisted several businesses with digital marketing strategy and has served in leadership positions for multiple initiatives for the Charleston, S.C.-Area Chamber of Commerce.

January/February 2013

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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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AD Index

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Amber amberproducts.com

Footlogix footlogix.com

American International Industries

Fromm frommonline.com

China Glaze .................................................................13 Body Drench Fruity Treats..........................................27 Clean + Easy.................................................................63

Godefroy godefroybeauty.com

Choosing the Right Wax .............................................51 aiibeauty.com

be PRO beprocosmetics.com

Traditional Makeup .....................................................41 Airbrush Makeup .........................................................43

Betty Dain bettydain.com

Colortrack Safari Collection ........................................21

black 15in1 black15in1.com

Style Made Simple .................................................. 2 – 3

CND cnd.com

Shellac Power Polish ...........................................IFC – 1 Miracle Makers .......................................................... BC

Cuccio Naturalé cuccionaturale.com

Footlogix Salon Starter Kit ..........................................37 Softees ..........................................................................19 Tint Kit ........................................................................64

Graham Professional grahambeauty.com

HandsDown.................................................................29

Helen of Troy hotus.com

The Perfect Match .......................................................23

Intrinsics intrinsics.net

Lint Free Multi-Use Towel..........................................60

Kemon kemonusa.com

Coloringreen ........................................................... 6 – 7

Maxim maximllc.com

Pedi Redi Plus ..............................................................15

Cuccio Colour Veneer ............................................ 4 – 5 DETOXSOAK ....................................................... 8 – 9 Forté Plus .....................................................................70

Onymyrrhe onymyrrhe.com

Essie essie.com

Mariah Carey Collection ..........................................IBC

Apricot Cuticle Oil .....................................................11

Equibal nufree.com

Full-Body Beauty .........................................................17

Fake Bake fakebake.com

New Products...............................................................25

Flowery floweryprofessional.com

Nail and Foot Files ......................................................45

Share the

Natural, Beautiful and Healthy Nails .........................31

OPI opi.com

Reese Robert Beauty reeserobertbeauty.com

Big Bold Lashes ............................................................57

Spornette spornette.com

Smooth Operator .........................................................53

tng worldwide tngworldwide.com

Stylist Water.................................................................33

SUCCESS

One of our readers shares her secret to success: “My New Year’s resolution for my business is to continue to give my guests the top quality that they have come to expect from my services. 2013 will also include a free gift with every third service. These gifts will be selected from a list of services or products that interest them as a thank you for being loyal to me and my salon. As these financially trying times continue for most of us, I have decided not to raise my prices unless absolutely necessary.

Thank you to all of my very special and much appreciated clients and friends!”

• theindustrysource.com Share your success stories! Tell us what inventive ideas or promotions have helped you T HE INDUST RY SOURCE • 800.362.6245 take your business over the top. Send your response to editor@theindustrysourcemag.com.

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

•

RY SOURCE • 800.362.6245 • theindustrysource.com

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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:

TISmag_JF13_70 CUCCIO Forte AD.indd 1

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january-february

DEALS

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Prices valid through February 2013. Available by phone, online and at select store locations while supplies last.

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Veneer Romania After Dark .43 oz.

Buy 1, get Veneer Treatment Intro Pack FREE! ($35.00 value) 663123

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Deep Dermal Transforming Wrap 8 oz.

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101141

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134174 City Lights

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TNG NEWS

BUZZ

worthy

THE BEAUTY BOOK Spring 2013

THE BEAUTY BOOK Spring 2013 edition will arrive in January. Inside, you’ll find everything you need for your salon or spa – from nail and hair care to makeup and spa amenities.

If you don’t currently receive THE BEAUTY BOOK and would like to request a copy, visit theindustrysource.com/content/ beauty-book-request-form. You can also view and order THE BEAUTY BOOK products online at theindustrysource.com.

2013 CTS CATALOG

THE TANNING BOOK EXCLUSIVE WHOLESALE BUYING GUIDE 2013

The 2013 tanning season has begun, and the 2013 CTS catalog is out! This year the CTS Team is welcoming back Supre and their top selling brand, Snooki. Also new in 2013, New Sunshine has added “Kardashian Glow” to their selection of products. The Kardashian sisters have taken the world by storm with their fashion forward looks and vivacious personalities. With the success of JWOWW and the addition of the Kardashians, New Sunshine has positioned themselves on top of the indoor tanning industry. The 2013 catalog also features Norvell’s complete sunless system designed to prepare and nourish the skin so clients not only experience beautiful tanning results, but they also enjoy gorgeous, youthful, healthy skin. You can find these brands and many more in your 2013 CTS catalog.

Reserve your copy today by calling 800-528-5463 or visit www.ctsorder.com.

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January/February 2013

12/5/12 2:26 PM

presents

8 CHART- SMASHING SHADES INSPIRED

BY THE ICON

studio shades

stage shades*

Colors from left to right: Anti-bleak, Sprung, A Butterfly Moment, Pink Yet Lavender

Colors from left to right: Get Your Number, Can’t Let Go,The Impossible, Stay the Night

gleaming. gorgeous. glamorous.

formidable. fabulous. fierce.

*INTRODUCING

liliquid sand

TM

OPI’s newest innovation in texture.

Dries to a textured matte finish infused with refl re ective glints of light.

Mariah is wearing Anti-bleak Try it on at opi.com CONTAINS NO DBP, TOLUENE, OR FORMALDEHYDE. Call 800.341.9999 ©2013 OPI Products Inc.

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TISmag_JF13_IBC OPI MariahC AD.indd 1

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MIRACLE MIRACLE MAKERS MAKERS

Incorporate SolarOil™ into every Incorporate SolarOil™ into every CND Shellac™ service for magical CND Shellac™ service for magical results. Natural oils work wonders Incorporate SolarOil™ every results.

Natural oils workinto wonders on nails and cuticles to condition CND Shellac™ serviceto for magical on nails and cuticles condition and protect. results. Natural oils work andwonders protect. on nails and cuticles to condition Put the power of gorgeous, healthy, and protect.

Put the power of gorgeous, healthy, extended-wear color in your clients’ extended-wear color in your clients’ hands—send them home with Put the power of gorgeous, healthy, hands—send them home with SolarOil for daily conditioning extended-wear color in your clients’ SolarOil for daily conditioning between services. hands—sendbetween them home with services.

SolarOil for daily conditioning between services.

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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

©2013 Creative Nail Design, Inc.

Available at:

cnd.com

©2013 Creative Nail Design, Inc.

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