THE INDUSTRY SOURCE MAGAZINE MAY JUNE 2012 by TNG Worldwide

THE INDUSTRY SOURCE MAGAZINE MAY • JUNE 2012

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May/June 2012

BEST CUSTOMER SERVICE PRACTICES

THE WEDDING APPOINTMENT

Great customer service is crucial to a successful business. But where does great customer service begin? Here are a few customer service best practices that will help you out.

There is nothing more fun in the salon business than a wedding. But time is of the essence when it comes to wedding hair. Right after you have screamed in delight over the ring, both you and the bride will need to get to work.

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Take advantage of these ways to help your clients beat the heat. Here are 10 products that will solve any of their summer glamour glitches.

KEMON: 54 The Italian Touch Collection The Italian civilization, with its ancient history, is known as one of the most

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Trying to get your company up to date by joining Facebook? Then there are a few best practices you should pay attention to.

Cover Photo: Kemon Contributors: Shari Alvarado, Andrew Brown, Andy Court, Marilyn C. Ellis, Matt Hallaran, Kimberly Law, Ken Lyons, Lauren McMullen, Roger Pettit, Ari Rosenstein, J.D. Sharma, Sally Witzky © 2012 tng worldwide. All rights reserved.

THE INDUSTRY SOURCE

In many ways, the name says it all. “Essential Elegance” sums up how clients feel when they step into this luxurious salon and day spa based in Howell, MI.

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May/June 2012

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 PRACT ICE MAKES PERFECT

Best Practices in Customer Service

Avoiding Employee Lawsuits

What Every Successful Business Owner Believes

10 Ways to Get the Career That You Want

Best Practices for Hiring Family & Friends

INNOVATE All Things Bright and Beautiful

Introducing Beauty Buzz

The Wedding Appointment

Snapshot

Summer Solutions

The World of Neuma

Top Five Cooling Cucumber Services

CND Rock Star Mani

The Italian Touch Collection

JUST IN New Products

IMAGE Look the Part: Best Practices

Chic and Sophisticated

Best Practices in Spa Interiors

54 CONNECT 58

Best Practices in Google Local Optimization

Ask the Industry

Best Practices for Small Business Facebook Pages

Web Marketing Success Best Practices

Conference Calls 101

RESULTS

58 12

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May/June 2012

Ad Index

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Message from the CEO

hank God For Nails. It’s been the hottest category in beauty since the launch of Shellac by CND and Shatter by OPI. Sales are up in the double digits, all attributable to new, trendy products.

Here’s the inside scoop: Even with the proliferation of nails at retail, marketers have developed products that are bringing women back to salons in droves. Gel color is the catalyst and continues to be the ultra hot category. CND’s Shellac brand is the runaway winner (and look for a new brand to launch this July that will bring more excitement). Women love the fact that they can wear color without worrying about it chipping. It lasts until nail regrowth makes it apparent that a new application is needed. Targeted nail color is the second catalyst generating growth and excitement. OPI has lead the way by teaming up with Walt Disney and other movie studios. Pirates of the Caribbean was a huge hit last year. Available now is The Amazing Spiderman collection, and the Minnie Mouse collection follows next month (this will be huge, so order early – see page 47 for details). China Glaze’s Hunger Games collection was their first attempt at this – which proved to be a smart move. It’s a fact that teenagers and mothers with kids are prime shoppers for nail color, and movie tie-ins are just the ticket.

Larry Gaynor

Nail strips are the latest trendy product to hit the market. Introduced more than a year ago, OPI launched its professional Nail Apps in March. This trend takes advantage of the hot nail art market, making it simple for nail techs to jazz up their clients’ nails. And they’ve been utilizing UV gel technology to keep Nail Apps on for two weeks. One cool idea: Apply Nail Apps to just one or two nails for a fashion statement.

What all this means for you is that your retail area should be well stocked with nail products. Consumers love nail products and, like a candy store, the more you stock, the more you will sell. Gone are the days of having a couple of seasonal collections and a few bottles of topcoat and cuticle oil. The opportunity is huge, and who better to ride the wave than salons and spas? TGFN!

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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PRACTICE MAKES PERFECT

ow have your sales been doing? And, perhaps more importantly, do you know if the clients that you have served were happy with your service?

Great customer service is crucial to a successful business. It’s what draws new clients in and keeps returning clients coming back. But where does great customer service begin? And if you aren’t sure about the quality of your customer service, what can you do to make it better? Here are a few customer service best practices that will help you out:

1. Frame attitudes. It’s important to adopt a winning attitude to get your team motivated. By helping form the attitude of your team, you give them the right kind of confidence and encourage a positive perspective in customer care.

2. Pay attention. Everyone gets frustrated when they feel like they aren’t being listened to. It’s important to pay careful attention to what clients say in order to address their immediate concerns.

3. Manage customer expectations. What do they need to

know about the services and products that you provide for them? Will you be able to deliver results immediately? Is there anything that they can do to ensure better results? Manage your customers’ expectations by reassuring them about their concerns without giving false promises.

4. Create a solid team. Teamwork is essential in the business of

customer relations. And you will need fun and creative ways to build your team and keep them motivated.

5. Transparency between teams. Good customer service comes from transparency within your teams. From those who work in the reception area to those providing services, both should be able to complement each other in this process. Don’t leave anyone out in the dark. 6. Serve with a smile. You can provide the best customer service possible, but if it’s done without a smile and instead seems more like a duty than a pleasure, customers may feel that you see them as simply a number instead of as a valued client. 7. Customer representation. Customer care is all about

listening to customers’ concerns and then representing them within the company. Speak up on their behalf and address concerns that are immediate.

8. Proper documentation. Again, all teams need to complement each other in order to succeed. Proper documentation will help all team members refer to cases and learn from them.

10 Best Practices in Customer

SERVICE 16

THE INDUSTRY SOURCE

May/June 2012

9. Be proactive. If a concern keeps recurring, be responsible enough to present ideas to help address it and prevent future problems. 10. Address your own problems first. You can’t serve people well if your systems are down or if you’re experiencing technical problems. Be sure to solve your own concerns first before attending to your customers. s WRITTEN BY MATT HALLARAN ABOUT THE AUTHOR: Matt Hallaran is the founder of Sidekiiks Incorporated. Sidekiiks is an offshore outsourcing company that specializes in providing a wide range of business solutions such as call center services, Executive Virtual Assistant and Online Marketing Management for lead generation to entrepreneurs and SMEs.

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PRACTICE MAKES PERFECT

AVOIDING EMPLOYEE

LAWSUITS

t is generally accepted in the Human Resources field that there is a direct correlation between times of recession and dramatic increases in employee lawsuits. Even the best of companies are not safe from litigation. As unemployment still hovers at all-time highs, it is natural for employees

THE INDUSTRY SOURCE

There are several simple steps that all employers can take to greatly reduce the vulnerability of their company.

May/June 2012

to fear for their future. Additionally, with employers scrambling to contain costs, reducing headcount is usually the first area to be considered. Employees, often feeling they have been wronged, will fight back. How? By filing a lawsuit.

The EEOC (Equal Employment Opportunity Commission) reported 99,900 cases filed in 2010 – an all-time high! These cases included a wide range of charges including age, disability, race and gender claims. Employees won, on average, 60 percent of the time. Total claims paid out by employers were over $400 million!

How can you protect your company? There are several simple steps that all employers can take to greatly reduce the vulnerability of their company.

1. Management must be educated

their initial enthusiasm. It may be hard, day in and day out, but with a positive attitude and a little creativity, it can easily be accomplished.

4. Keep communication open Employees who feel comfortable approaching their manager will feel less compelled to quit and file a lawsuit. A manager should be assertive – firm with set boundaries, but treats employees with respect – and not aggressive. A hostile, “in your face” attitude makes employees afraid and defensive. If concerns arise, they will not approach their manager. Instead, they may quit and sue.

While a manager is often viewed as a leader, trainer or director of their staff, they are often overlooked as an extension of the company. Management practices are considered employment practices, and a manager that takes a wrong step can be pinned directly back on the employer. Therefore, it is imperative that all managers at the very least are aware of the laws that apply to their business and know when those laws are being violated. They are not expected to be experts, but they are expected to be able to recognize a problem and bring it to Human Resources before acting.

5. Document!

2. Run an ethical organization

Employers should pay close attention to these recommendations, particularly in states that are known to be more “employee friendly.” However, with attention to the key guidelines above, managers will be well on their way to preventing lawsuits while improving overall morale and productivity. s

Employees are much less prone to file a lawsuit if they feel they have been treated fairly. Equitable and fair treatment of employees will often defuse 90% of complaints. Remember the following: employees don’t usually quit companies – they usually quit managers.

3. Be a positive motivator and leader When most employees are hired, they are excited and ready to work. But as time passes, they fall into a rut and begin to see their work as just a “job.” They lose interest, or worse, become disgruntled and begin looking for a way out. It is imperative that managers enable their staff to maintain

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In the Human Resources field there is a common refrain: “Document everything!” If something isn’t documented, then it never happened. From a casual, verbal observance (such as “I’ve noticed you’re coming in late. Please try to be on time.”) to a formal, written warning, documentation begins the paper trail that can ultimately make the difference between a successful defense and a failed one. All of the following interactions should be documented: acknowledgments, casual observances, written warnings, performance appraisals and input from other departments.

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WRITTEN BY ARI ROSENSTEIN ABOUT THE AUTHOR: Ari Rosenstein is the Director of Marketing at CPEhr, a Human Resource Services firm specializing in outsourcing HR and PEO and servicing 15,000 employees and hundreds of clients nationwide. CPEhr was founded in 1982 and assists small employers with the management of their employees. It provides an array of HR services, including compliance with labor law in California, employment administration, employee health insurance benefits, safety consulting, training, recruiting and payroll and tax services.

Kayline Enterprises, Inc. | Long Beach, CA 90809

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THE INDUSTRY SOURCE

PRACTICE MAKES PERFECT

What Every Successful Business Owner

BELIEVES S

ometimes business coaching clients call me in a panic when discovering a “new kid in town,” worried about the threat of competition. However, it’s at this time that I encourage them to calm down and look at the situation with a different point of view. All businesses worth their salt have competition. Look at banks, insurance brokers, financial planners and real estate companies. Think about doctors and dentists, and, of course, spas and hair and nail salons. Having “competition” can actually be a good thing. It indicates that the market really wants what you’ve got! However, I usually tell my clients that what every successful business owner believes is this: You have no competition. Yes, there may be dozens of other businesses like yours in your area and new ones arriving. Yes, I know they may also be wonderful. But successful businesses don’t focus on their competition. Instead they focus on serving their customers and providing superior value. In order to do that, you must have the following beliefs: 1. You are completely unique. 2. No one has the heart, the experience, connections and knowledge that you have. 3. There is only one of you in the entire universe. 5. You only attract ideal clients. 4. Because of this, your methods will be a perfect fit for your clients.

THE INDUSTRY SOURCE

May/June 2012

Make your business about value, not price Don’t forget the fundamental rule about sales: Customers buy with emotion and justify with logic. Customers always find the money to buy the things they really want. Value surpasses price. People know they get what they pay for. That’s why price (unless you sell retail products) should not be the focus of your sales. The customer has a problem and needs a solution. You must offer the best solution. That’s the value they are looking for. Selling low in a value based market is a dangerous practice. Nobody goes into a Mercedes dealership and asks to see their cheapest car so that they can compare prices with other car companies. They know what they want and are willing to pay for it. Your business should be all about value.

Successful businesses don’t focus on their competition. Instead they focus on serving their customers and providing superior value.

Attract ideal clients Your desire should be to serve all of your clients to the best of your ability. And when you attract clients that are a good fit for you, it’s a winning situation for everyone involved. But who are these “ideal clients?”

The ideal client: 1. Already appreciates you bring.

the

value

2. Has the money to pay you. To determine if you’re working with an “ideal client,” ask yourself: • Do you connect with them? • Do they feel that you understand their needs? • Do they like you? • Do they trust you? • Can you deliver what they want? Don’t try to bend and twist your business into something it’s not to make a handful of clients happy. Release them to businesses that are better suited to their needs. Treat every consultation as an experiment in success. Scientifically analyze the results of your experiment. 1. Is the reason that the client didn’t return really because they just weren’t a good fit and vice versa? If the answer is yes, that’s okay. 2. But if the answer is no, ask yourself what you can learn and do better next time. Finally, be sincerely confident. You know that you will give your clients superior service, so don’t be afraid to ask for the business. The hardest part of the sales process is working up the nerve to ask for the sale. Remember, if you are a perfect fit for your clients, you have no competition. s WRITTEN BY MARILYN C. ELLIS ABOUT THE AUTHOR: Marilyn C. Ellis believes that successful businesses focus on the customers, not the competition. She is America’s Organizer Coach and owner of Lighthouse Organizers LLC. For more information, visit lighthouseorganizers.com.

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THE INDUSTRY SOURCE

PRACTICE MAKES PERFECT

he beauty industry is becoming an increasingly popular career choice for many. That’s why it’s never been more important to do what you can to stand out from the crowd. Competition for industry jobs can be fierce. Whether you’re looking to open your own salon or find a job in a popular salon, there are many things that you can do to stand out and services that are available to help you find and secure that dream job.

1 2 3 4 5 10 WAYS

Keep learning

It’s crucial that you continue to learn new skills – not only in preparation for future opportunities, but to help you continue doing your current job to the best of your ability. Styles and the industry change often, and it’s important that you remain up to speed with the latest looks and techniques. And don’t be shy to ask colleagues for tips, too, as they often can provide experience-based knowledge on everything from effective techniques to customer service.

Invest in yourself

Many choose to attend privately run courses. Courses on a range of industry topics take place at locations across the country held by some of the finest names in beauty. These offer an excellent opportunity to stay in tune with the latest trends.

Increase your knowledge of the industry

Having a good knowledge of the whole industry can be hugely beneficial. There is a wealth of knowledge available through magazines, the internet and trade shows, which often attract salon owners from around the world and include demonstrations from leading names in the industry. Shows like this provide massive insight on topics ranging from available jobs to salon management. It’s often also a good idea to attend business-related seminars and view the latest products available from leading manufacturers.

Lead the way

It goes without saying that leading by example can open up many extra opportunities that you may not have expected. Relatively straightforward tasks such as the ability to guide or train less experienced professionals or offer suitable suggestions to improve the industry may lead to employers considering you for alternative roles or future openings.

Stand out

Where possible, take opportunities to stand out and display your talent. These opportunities include charity events, competitions or trade shows. Not only do these events provide an excellent opportunity for recognition, but they also give you the opportunity to meet peers and begin networking.

to Get the Career That You Want

THE INDUSTRY SOURCE

May/June 2012

“Leading by example can open up many extra opportunities that you may not have expected.”

6 7 8 9 10

Alternative skills It’s worth thinking out of the box a little about different skills that may be a bonus to have under your belt. Beauty, like many other industries, has moved into the 21st century and knowledge of computers skills, for example, has become a daily part of a stylist’s job.

Take advantage of the web

There are many ways to find exciting new opportunities, and often job search engines can help make the whole process much easier. With tools like these, job seekers can view and apply for the latest jobs and can also be alerted when relevant vacancies become available in the future. Users register details about the type of jobs they’re interested in and many search engines will bring the opportunities to them. The option to upload a resumé also means that you can be headhunted directly by leading employers.

A quality resumé

Whether you are looking to begin your career or progress further, one of the most important factors is to get your resumé and interviewing technique well prepared. The best cover letters incorporate key words and skills mentioned in the job ad. They should be short and sharp. Be selective about the information you provide, and only include the information most relevant for the job you are applying for. A successful application often leads to an interview, and a little preparation can help make the process easier. Learning extra information about the salon before arriving is sure to win points. Remember to dress to match the role. Don’t badmouth previous employers or be too forward about salary – all seemingly obvious hurdles. It’s an excellent idea to bring a portfolio of images showcasing your experience, as this is a great way to demonstrate what you are capable of. Most employers ask for some sort of practical test. During this, simply do what you do and do it well (and don’t do anything too clever or off the wall).

Stay motivated

Regardless of whether you manage to immediately land your dream job, it’s important to remain motivated. With the beauty industry growing so rapidly and with such quality, there is no shortage of excellent opportunities. In fact, the perfect opportunity – or even the chance to open your own salon – could come sooner than you think. s WRITTEN BY ROGER PETTIT

ABOUT THE AUTHOR: Roger is a director of salonjobseeker.com a hairdressing recruitment website in the U.K. for spa, beauty and hairdressing jobs.

Interview preparation

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PRACTICE MAKES PERFECT

HIRING FAMILY & FRIENDS

Best Practices for

ome business owners hire family and friends out of necessity while others do it for tax or other advantages. Regardless of the reason, there are pros and cons to employing a family member that are important to consider ahead of time.

THE INDUSTRY SOURCE

May/June 2012

For many, hiring friends or family members is a positive experience, but, for some, issues can arise if an employee tries to take advantage of a friend/family connection. For example, he or she may feel that itâ&#x20AC;&#x2122;s okay to leave early or call in frequently.

One of the most difficult situations an In terms of your management style, treat employer faces is when he or she must family and friends the same way you treat discipline or even terminate a family other employees – that is, don’t reward member or friend. Even if it makes business them or penalize them because of your offsense, it can cause a lot of negative feelings hours relationship. Hold these employees from the individual and others who may to the same standards as everyone else in not understand the situation and think terms of dress, behavior and quality of you acted unfairly. This can put a lot work. And, just as any employee should of extra stress on both the personal and relate to you as the boss, these employees professional sides of your life – which, need to defer to you regardless of your in turn, can adversely personal relationship. impact your ability Finally, restrict nonFor many, hiring to grow the business. business conversation Employees who are to non-business venues. friends or family family members also come under the members is a positive Hiring family members or friends is not for scrutiny of the IRS, experience, but, for everyone. It is a which is fully aware challenge to make of the tax advantages of hiring spouses, some, issues can arise rules for your business, then enforce them in a parents and children if an employee tries firm but fair manner. into a company. If you If you are going to cannot show that these to take advantage hire someone that you staff members really did know, you owe it to work in the company of a friend/family them and to yourself to earn a wage and that to be up front about connection. you applied human expectations. If you resource policies have any questions at equally across the all, listen to your gut board, you can end up and do not be swayed into making a in hot water. mistake. Helping someone out or hiring However, despite the possible drawbacks, if someone you know and trust can be a you plan to hire family or friends, be sure to good thing, but, if roles are not clearly adhere to good business practices: defined, you are asking for trouble. Set performance parameters, stick with • Create clear job descriptions for each them for every employee and maintain employee. professional decorum in your on-the-job relationships. Write down policies and keep • Have all employees fill out and submit accurate records. That way you can prove time cards on a regular basis (weekly, valid employment to any interested party, biweekly or monthly). and if the situation does not work out, you • Establish specific hours for all workers, have legal grounds for dismissal. s including part time help. • Write out all employee benefits policies, including items like paid holidays, health insurance, retirement plans and company-sponsored programs, and keep these policies in your files.

WRITTEN BY ANDREW BROWN

ABOUT THE AUTHOR: Andrew Brown works for Small Business Guru, providing coaching, inspiration and practical advice for small business owners and entrepreneurs. Subscribe to Small Business Guru’s free, weekly newsletter at www.small-business-guru.com.

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:

•

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THE INDUSTRY SOURCE

INNOVATE All Things

BRIGHTAND BEAUTIFUL

From bold shades of blue to bright neons, designers aren’t afraid to play with color this season! And neither are these nail polish collections. Nanette Lepore Spring/ Summer 2012 collection

Your Web or Mine? 611571

The perfect pop Summer is the time to surrender restraint and go all out with color that works the room with the fierce ambition of a pop star on the edge of glory. Even the most reserved of wallflowers will be tempted to amp up the volume with the season’s most attention-getting palette of neon florals.

My Boyfriend Scales Walls 611575 Into The Night 611572

“They’re so bright, it makes nails look like they have a white hot spotlight on them. If we all played it safe all the time, life would be

A web of color

so dull.”

Vivienne Tam Spring / Summer 2012 collection

OPI’s latest line is inspired by Sony Pictures’ “The Amazing Spider Man” and features six nail lacquers in addition to a new shatter polish ranging from white, coral and pink to moodsetting hues of blue, nickel and yellow-green.

Anton Oparin / Shutterstock.com

“The colors created for this

Essie Weingarten, essie brand founder and Global Creative Director

promotion capture the movie’s exciting atmosphere with standout shades like Action 151094

Bazooka 151093

Camera 151092

Lights 151091

the deep shimmering blue ‘Into the Night’ and the metallic golden green ‘Just Spotted the Lizard.’” Suzi Weiss-Fischmann, OPI Executive VP & Artistic Director Anton Oparin / Shutterstock.com

To view the complete spring polish collections by OPI, essie and China Glaze, turn to our Just In section on pages 46 – 49.

THE INDUSTRY SOURCE

May/June 2012

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INNOVATE “I wanted to incorporate some of the runway excitement and some of the excitement that our partner ACS is bringing with the Choose You program. We are really excited about this program because it gets women focused on themselves first and family second – that means eating right, wellness and fitness. That’s why we wanted to incorporate beauty, health and fitness into this event,” said Gaynor. The event is the first of its kind and will center around the excitement of the runway. “There will be some on stage demos, but for the most part the event is about continuous excitement, energy and movement of beauty,” said Gaynor.

INTRODUCING

2012

On Monday following the event, a special Shellac Masters class featuring Jan Arnold will be held at MotorCity Casino Hotel, and guests will also have the opportunity to follow up with Louise O’Connor. “Come out first because it’s a fundraiser for ACS and second to be inspired by all of the beauty around you,” said Gaynor. The Beauty Buzz is a 21 and over event. Tickets are $35, $75 and $150 and are available through Ticketmaster. All attendees will receive a gift bag valued at more than the price of admission. VIP tickets will include a luncheon at MotorCity Casino Hotel, preferred seating and opportunities to mingle. (Reserved seat locations are subject to availability on a first come, first served basis.) And, for a limited time, MotorCity Casino Hotel is offering event attendees special rates of $149 a night. For more information on the CND Shellac Masters class featuring Jan Arnold, visit tngworldwide.com/education ▲

re you ready for the hottest new event in the industry? Introducing Beauty Buzz!

WRITTEN BY AMANDA SLATER

Held at Sound Board in Detroit’s MotorCity Casino Hotel, Beauty Buzz is a premier charity event sponsored by tng worldwide, Kemon and Ambassador magazine benefitting the American Cancer Society that showcases all aspects of beauty including hair, nails, skin care, health and fitness with fashion provided by Michigan-based salons. Jay Towers of FOX2 and FRESH 100.3 will be emceeing, and special guests will include celebrity hairstylist Louise O’Connor, CND Artistic Director Jan Arnold and JWOWW (Jenni Farley) of Jersey Shore. Sponsor tng worldwide, parent company of THE INDUSTRY SOURCE, was previously known for hosting FRINGE, featuring the Tiffany Award – a charity event featuring hair fashion. However, this year, the company decided to create an even bigger and better event. “We had to transition from Fringe/Tiffany and wanted to do something more global to what we are doing as a company,” said Larry Gaynor, President and CEO of tng worldwide. “Beauty is what we do, not just hair.”

THE INDUSTRY SOURCE

May/June 2012

You are cordially invited to the beauty event of the year.

2012

WHAT: Beauty Buzz 2012 at the MotorCity Hotel Casino is a premier charity event benefitting the American Cancer Society that showcases all aspects of beauty including hair, nails, skin care, health and fitness with fashion provided by Michigan-based salons.

WHERE: Sound Board at the Motor City Casino Hotel in Detroit, MI

WHEN: Sunday, October 7, 2012, 4 – 6 pm WHO: Special guests will include: • Louise O’Connor, celebrity hairstylist • Jan Arnold, founder and Artistic Director for CND • JWOWW (Jenni Farley) of Jersey Shore representing New Sunshine • Jay Towers (FOX2, 100.3 FRESH), emcee • And much more!

TICKETS: Priced at $35, $75 and $150. All tickets will be available through Ticketmaster. Reserved seat locations are subject to availability on a first come, first serve basis. Must be 21 or over to attend this non-smoking event. Presented by: Proceeds benefit: Marquis sponsor:

Event location:

INNOVATE

THE WEDDING Appointment

here is nothing more fun in the salon business than a wedding – the romance, the excitement, the dress and, most important, the wedding hairstyle. Remember – the wedding photos will last forever, and that means so will your work.

Stylists who do weddings know that there are rules. Wedding hair is NOT prom hair. (Some seem to be under the impression that an “up-do is an up-do,” but this isn’t the case – wedding hair requires finesse.) Of course, the wedding hair planning should start the minute the dress is purchased. Right after you have screamed in delight over the ring, both you and the bride will need to get to work.

1. The “What Are We Doing” and “What to Buy” Appointment

When: After the dress is purchased or at least two months prior to the wedding Bride brings: Photos of dream hair, photos of wedding dress, camera Time: 30 minutes to an hour What to charge: What you would charge for a haircut or complimentary if she is a good client (you can charge for the wedding, don’t worry) This is where you get to hear the bride’s idea of how she wants to look on her wedding day. Ask her to bring her veil or headpiece as well as photos of her dress and ideal hair when she books her appointment (and any good stylist will have a few bridal magazines on hand). Either way, there are many considerations including the type of dress, any accessories and style charges on the big day. Strapless dresses lend themselves to longer styles and higher necklines tend to prefer up-dos to show the detail of the dress. Remember the hair should complement the entire ensemble, not compete with it.

THE INDUSTRY SOURCE

May/June 2012

I find it best to narrow it down to at least three styles in this consultation. Some things to consider will be whether or not the bride will want to grow her hair out or get extensions for her big day. Hair color should also be discussed at length. Most brides look best in their natural hair color or a color enhanced version of the original. Once you discuss these ideas, begin to casually style her hair into your three ideas to get a visual. Snap some photos of each style. She may need these photos later while she shops and it’s a good idea to be able to look at these later.

2. The Final Decision

When: A month before the wedding date Bride brings: Veil, any hair ornaments she wants to use in her wedding hair, camera for reference photos on wedding day Time: 30 minutes to an hour What to Charge: What you would charge for a haircut or complimentary This is the appointment where the hair is arranged in its final completed form with all the hair baubles in place so the bride can see exactly what she will look like on her big day. This accomplishes two things: she will rest easy about her hair and more importantly, you will be able to find any pitfalls that might come up using the hair baubles or setting the hair in place. You will want to do this BEFORE the wedding so the wedding day is easy and stress-free. At this time you will want to discuss and observe any color issues that might come up and make notes. Is there a costume change? If so, will there be a change in the veil? Anything that is placed in the hair will also need to be taken out without destroying the hairstyle. How high will the hair be? Will it need to be taken down at any time during the night?

A stylist has to consider the things that the client cannot see coming.

3. Final Pre-Wedding Appointment: Chemicals and Cut

When: A week before the wedding date Bride brings: Nothing as she will have many last minute details to worry about Time: Time involved in typical hair appointment + 30 minutes for conditioner/ glossing treatment What to Charge: What you would normally charge for your services This is where you will color as needed – that includes highlights, color, glossing treatments, deep conditioning treatments, final hair shaping and any chemical services required for your blank canvas to create the most beautiful wedding hairstyle ever done by man or woman. After all chemical treatments, wash or rinse hair well, apply treatment, massaging into scalp and pull though with a wide tooth comb, place the client in a plastic cap and under heat for 20 minutes. This will really help de-stress the bride, lock in the hair color and create shine. Do not skimp on products here. Pull out the best. You may even suggest the timing for her as you will be able to give her fresh salon hair, but remember not give her a style that looks anything like what she will be wearing down the aisle. Her wedding hair should be new and never seen, like the dress.

4. The Wedding Day

Directions for the bride: Instruct the bride not to wash her hair that morning if the hair will be styled in an up-do. Freshly washed hair can be too slippery to hold pins. Also instruct her to wear a button down shirt or robe so the shirt is not pulled over the freshly style hair.

Time: You will arrive at least two hours before the event. It is quite common for a bride to hire a makeup artist for her big day. Speak with the makeup artist before hand, if needed, to make sure you are on the same page for timing. There may also be wedding photos that will require a time schedule. The room may not be available until a certain time. All of these things need to be taken into consideration when creating a time frame. There may also be someone else who wants their hair done. It is usual to work on the bride first, then maid of honor, then bridesmaids. You may want to make yourself available for touch ups during photos as well. What to Charge: This is tricky, and much of it depends on the area you live in, the relationship you have with the bride, travel time, how many members are in the bridal party, etc. A good rule of thumb is to figure out your regular time per hour and start charging when you leave to go to the event. It’s not uncommon to charge anywhere from $250 to $500 for the bride and $100 to $200 a head after that. Of course, everyone has different budgets. You could charge more or less depending on the overall budget of the wedding. You have prepared well and should be ready to rock, moving flawlessly and enjoying the energy only a wedding can bring. Don’t forget to get a picture of yourself with the bride. You may want to show your beautiful work later and remember how important you were to her on her special day. s WRITTEN BY SHARI ALVARADO ABOUT THE AUTHOR: Shari McDonough Alvarado is a stylist, image consultant and teacher. She has been a licensed cosmetologist in Houston for 14 years. She can currently be found at Heads and Tales Salon in Houston, Texas or on Facebook at the Houston Hairdressers Association.

WHAT TO TAKE TO WEDDING SET UP: • Cape/towels (draping materials) • Flat iron/curling iron • Scissors (last minute bang trims) • Clips • Pins – lots of pins • Tail comb • Natural bristle brush

• Teasing brush/comb • Hair spray • Shine liquid • Shine spray Available at: T HE INDUST RY SOURCE • • Bottled water/snack • Business cards (for the new • Available at: T HE INDUST RY SOURCE 800.362.6245 • theindustrysource.com • Available at: T HE INDUST RY SOURCE business you will generate) Available at: T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com 800.362.6245

THE INDUSTRY SOURCE

800.362

INNOVATE

SNAPSHOT It’s been a good couple of months for all things fashion and beauty. Here’s some of our favorite looks from the Grammy Awards, the Academy Awards and New York Fashion Week.

New York Fashion Week Andrew Aquino model showcases an elegant look and a sky high hairstyle

Sam Aronov / Shutterstock.com

lev radin / Shutterstock.com

Anton Oparin / Shutterstock.com

Helen Yarmak model sports a sophisticated updo with some height

THE INDUSTRY SOURCE

Sam Aronov / Shutterstock.com

Carefree curls and side swept waves complimented men’s runway styles

Anton Oparin / Shutterstock.com

Venexiana’s fall/winter 2012 collection was complimented by texturized updos and dramatic eyes

May/June 2012

A pale pink do put a new spin on Barbara Tfank’s retro inspired fall 2012 collection

Miro Vrlik Photography / Shutterstock.com

NataliaYeromina / Shutterstock.com

Elegant frizz made a statement in Badgley Mischka’s runway looks

Grammy Awards

Dooley Productions / Shutterstock.com

Featureflash / Shutterstock.com

Teyana Taylor and Rihanna sported relaxed waves

Adam Lambert’s rock star hair

Jenna Andrews’ dramatic bangs

Featureflash / Shutterstock.com Featureflash / Shutterstock.com

Helga Esteb / Shutterstock.com

Michelle Trachtenberg with loose waves and pink lips and cheeks

Featureflash / Shutterstock.com

Kelly Osbourne with grey/purple tresses

Katy Perry’s blue beehiveinspired do

Bruno Mars with his usual suave and sophisticated style

Featureflash / Shutterstock.com

Adele brought back retro glamour with red lips and winged black eyeliner Snapshot continued on page 34

800.362.6245

THE INDUSTRY SOURCE

Snapshot continued from page 33

Academy Awards

Helga Esteb / Shutterstock.com

T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com • theindustrysource.com • RY SOURCE Available 800.362.6245 Helga Esteb / • theindustrysource.com at: T HE INDUST RY SOURCE 800.362.6245 Shutterstock.com Available at:

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THE INDUSTRY SOURCE

May/June 2012

Helga Esteb / Shutterstock.com

Angelina Jolie, Miley Cyrus and Milla Jovovich’s perfect red pouts

Helga Esteb / Shutterstock.com

Jennifer Lopez and Tina Fey with sky high, supersized buns

SALON & SPA DESIGN CENTER

EVERYTHING MUST GO! SALE & AUCTION Heads you win, tails you win!

We are overhauling our showroom and that means everything must go. Every chair, every manicure table, every pedicure unit, every retail display, every close-out piece and every accessory.

ONE DAY & ONE DAY ONLY MONDAY, MAY 14

All items will be marked two ways: • For immediate sale • With a minimum bid offer

Buyers will have two hours to make an outright sale, after which all pieces not sold will be auctioned off to the highest bidder. All items must be paid for immediately after the winning bid. Minimum bid on all pieces will be equal to 20% of the current price. For instance, a styling chair priced at $200 will have a minimum bid of $40. An outlet chair priced at $100 will have a minimum bid of $20. Buyers must accept delivery of all goods no later than Friday, May 18.

SAVINGS UP TO

80%

SCHEDULE OF EVENTS:

9 am – 10 am . . . . Registration 9 am – 11 am . . . . Inspection of goods, immediate sale 11 am – 2 pm . . . . Live auction Beverages and light snacks will be served throughout the event.

No admission fee. Cash, debit and credit cards only. No checks please.

23200 Haggerty rd., Farmington Hills, mi • 877.550.4407

INNOVATE

Summer

SOLUTIONS Take advantage of these ways to help your clients beat the heat. Here are 10 products that will solve any of your clients' summer glamour glitches.

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THE INDUSTRY SOURCE

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May/June 2012

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s Crystal clear complexion

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hands

Robanda Anti-Aging Hand Cream 3 oz. $20.00

s Sassy summer nails OPI Pure Lacquer Nail Apps Shimmers Display 28-ct. $149.95

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s Sunscreen for nails PINNACLE Ice Acrylic Sealer .5 oz. $4.37

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THE INDUSTRY SOURCE

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INNOVATE

The World of

NEUMA With Jin Bang & Bobby Paul

ccording to Neuma’s website, the average woman applies more than 200 chemicals to her skin each day and approximately 60% of these chemicals are absorbed into the bloodstream. That’s why Neuma asks consumers to consider carefully not only what goes on their skin, but also what goes on their hair. Many hair care products contain potentially unhealthy ingredients that are not only harmful to people but also to the environment. As a result, Neuma was developed by a leading team of cosmetic chemists with the challenge of creating a professional performance hair care line free of ingredients suspected of contributing to human or environmental health problems. By incorporating essential oils, certified organic extracts, essential fatty acids and vegetable proteins, Neuma products treat hair and the environment with kindness, leaving hair healthy and silky with a radiant shine. Recently stylists Jin Bang and Bobby Paul got to share the beauty of Neuma with Neuma event attendees at THE INDUSTRY SOURCE. Here’s what Jin had to say about it:

What do you like about Neuma? Neuma truly is an honest, sustainable company inside and out. Green is the new black. Everyone is trying to go organic and do things for the environment. It’s also the highest performing color care brand I’ve seen, which makes it an easy sell for my team. We can get the line out simply with shampoos and conditioners.

What was the event like? It was fun. We shared information on how to use the brand and make cocktails. We also went over sales information and cutting techniques. Bobby and I are both veterans to the game. We shared visually and technically where the industry is going, and the energy was great. The audience was very welcoming. You could really see they were engaged. I think they enjoyed it, and after they raided THE INDUSTRY SOURCE’s Neuma retail shelf.

Jin Bang

Why would you recommend Neuma? Neuma preserves color to its maximum potential, and it’s great for people who have had chemical services. A lot of people have various allergies and are looking for a more natural solution, and Neuma is a very transparent company. They list all of their ingredients and don’t add any carcinogens. Not a lot of “green” companies can say that. s Models at THE INDUSTRY SOURCE Neuma event

THE INDUSTRY SOURCE

TISmag_MJ12_38 World of Neuma.indd 38

Model with Bobby Paul

Based in Los Angeles, Jin is passionate about his craft and enjoys the chance to practice it on clients – which include a range of celebrities. He enjoys one-on-one teaching and interacting with stylists of all levels while bringing both passion and inspiration to the art of cutting and styling.

May/June 2012

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INNOVATE

TOP 5 S

Cooling Cucumber Services for Hot Summer Days

ummer is well on its way – and that means plenty of sunny beach days and hot weather to go along with them! So, when your clients are looking for a way to beat the heat, help them cool off this summer with one of these relaxing and refreshing cucumber services.

3. OPI Cucumber Manicure Give clients a taste of a cooling and renewing OPI Cucumber Manicure. The scrub and massage refreshes with an aromatic blend of cucumber and a twist of tantalizing pineapple. The mask is ultra-hydrating with shea butter extract and soothes with cucumber and antioxidant pineapple extracts.

1. Amber Cucumber Paraffin Help repair and rebuild clients’ damaged skin while helping them relax with the peaceful, calming scent of Amber Cucumber Paraffin.

2. Pour Elle Cosmetics Cucumber Peel Off Facial Mask Treat skin problems with Pour Elle Cosmetics Cucumber Facial Mask. It soothes and softens with healing properties that will leave clients’ skin feeling refreshed and rejuvenated.

4. Reese Robert Beauty Professional Deep Collagen Anti-Wrinkle Eye Patches Formulated with collagen, aloe and cucumber, a lash application session can double as a spa treatment with these eye patches that are designed to tape down lower lashes during lash extension services while revitalizing delicate skin under the eyes and combating the signs of aging.

5. Maxim Cucumber Melon Pedi Redi Plus The perfect pedicure soak solution, sloughing lotion and cuticle conditioner all in one, Maxim Cucumber Melon Pedi Redi Plus is the perfect product to use in all whirlpool pedicure spas. Not only does it soften calluses and cuticles, remove dead skin and reduce scrubbing time, but it is formulated with defoaming and descumming agents that make clean-up between pedicures faster and easier than ever before. s

THE INDUSTRY SOURCE

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4/4/12 9:55 AM

INNOVATE

ROCK AND ROLL CND Rock Star Mani T

his season’s “it” girl isn’t just the girl at the party or the girl on the tour bus. She struts the stage, shakes down the mosh-pit and brings the haughtiest rock stars to their knees. The top trend this spring and summer is rock and roll glam! That means a pop-punk power surge of geometry and color.

Add on a CND Rock n’ Roll manicure to your clients’ services. Use color blocking in high contrast nearly-neons for nails that will be the most coveted, high impact accessory this season. ▲

STEP

How to:

Apply one thin layer of Stickey™ Base Coat and two coats of Studio White Colour.

Electric Orange

Sapphire Sparkle

Using a Striping brush and Blackjack Colour, create two thin vertical lines down each side of the nail and three horizontal lines, creating an even grid pattern.

Fill in every other square with Blackjack Colour to create the checkerboard design.

STEP

Relay Red

STEP

Plumville

STEP

Raspberry Parfait

Polish the smile line using Blackjack Colour and seal with Air Dry Top Coat.

This look can be achieved with any two CND Colours or Shellac™. See cnd.com for more information.

THE INDUSTRY SOURCE

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May/June 2012

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Transform your traditional manicure and pedicure into a spa treatment with Amber’s 5-Step hand & foot therapy. Our unique spa treatment therapy focuses on providing deep relaxation, extreme exfoliation, energizing circulation and smooth as silk hydration. Each product provides nutrients, vitamins and extracts to deliver the results your client is seeking. Call 1-800-821-9188 to speak to an Amber Spa Solutions Specialist or visit www.amberproducts.com

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INNOVATE

THE ITALIAN TOUCH Spring/Summer 2012

he Italian civilization, with its ancient history, is known as one of the most universal cultures in the world and its creations are evidence of a winning style that is not merely due to chance.

In fact, the Made in Italy trademark in itself provides added value to any product that bears this label and represents a tradition of arts, trades, craftsmanship, industrial skill and attention to detail. Over the course of the years, these qualities have become an expression of a widespread ability to know how to “make” beauty, recognize it and stimulate it. This is the inspiration that allowed “The Italian Touch” to come to life in 2007. The brand was created out of a genuine need to provide real support to hairstylists throughout the world, offering a wide variety of ideas and tips consistent with the needs of the salon and the end customer.

Product: Kemon Photos from The Italian Touch Photographic Files

THE INDUSTRY SOURCE

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Both innovative and effective, The Italian Touch collection conveys taste and awakens everyday beauty. Its collections have expressed a simple yet elegant style characterized by the distinctive Italian flair that is adored throughout the world. Italian Touch 10&1 is a celebration of this spirit. Through the images of 10 collections, it tells the story of the first five years of this 100% Italian company destined to become another success story, thanks to those values that have earned the Made in Italy trademark an outstanding global reputation.

The Italian Touch Product: Kemon Hair: Alessia Solidani Photo: Amedeo Turello

Bridal

ome, the Eternal City, a place of undisputed historical and artistic value that stands witness to the Dolce Vita immortalized in films like â&#x20AC;&#x153;Roman Holiday,â&#x20AC;? was the source of inspiration and photo shoot location for the hairstyles created by Alessia Solidani and presented in The Italian Touch bridal hair look. Solidani is a talented hairstylist who takes trendiness and elegance to a new level, uniquely combining them into an unmistakable style with an Italian touch. The hair, gathered up with classic refinement into soft and precious lines, frames a woman suspended between fairy tale and reality, a woman who, in an increasingly complex world, rediscovers pleasure in down-toearth emotions and simple visions. In addition to bridal looks, this collection includes various hairstyles created for other special occasions or simply to help clients feel more beautiful. s 800.362.6245

TISmag_MJ12_44-45 Kemon Collections.indd 45

THE INDUSTRY SOURCE

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JUST

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 EDITION A • 12 Nail Lacquers .5 oz. each • 1 Chipboard Counter Display • 12-Tip Color Palette w/ Chain and Label 611566 $49.95

IN SALONS MAY 2012

EDITION A+ • 24 Nail Lacquers .5 oz. each • 1 Chipboard Counter Display • 12-Tip Color Palette w/ Chain and Label 611567 $94.95

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Pure Lacquer Nail Apps are a collection of pre-cut nail strips that give an instant manicure with gorgeous detailed designs. Nail Apps are flexible and can be stretched for a perfect fit. Beautiful designs with high gloss brilliant color for an amazing nail lacquer effect. • Long Lasting wear • Zero dry time • Adheres to nails in seconds • Detailed designs that no salon tech can replicate • Can be used on toes • Remove with OPI Expert Touch Lacquer Remover Use OPI Gel Color Top Coat to seal the apps, making it a service that can be done in your salon to increase your service revenue.

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▲ SHATTER THE SCALES DISPLAY • 8 Shatter the Scales Nail Lacquers .5 oz. each • 1 Chipboard Counter Display 611570 $34.00 OPEN STOCK  .5 oz. $4.25

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May/June 2012

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s MINNIE MINIS 4-PK. 3 Mini Nail Lacquers, plus Top Coat .125 oz. each • The Color of Minnie • If You Moust, You Moust • I’m All Ears • RadiDry Top Coat 611579 $6.50

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IN SALONS MAY 2012

POPPY RAZZI COLLECTION If you wanna be a star, say hello to the Poppy Razzi collection. Racy, raucous pinks and reds boldly pack a punch that is anything but expected and a tangerine that would make a creamsicle look drab. Limit restrictions may apply. While supplies last! 12 BOTTLE DESIGNER DISPLAY  Includes two each of the four shades, two Blanc, two Super Duper Top Coat .5 oz. each plus display. 994211 $48.00 ▼ OPEN STOCK .5 oz.

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IN SALONS JUNE 2012

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May/June 2012

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A $335.20 Value, plus Spinner Rack FREE! ESSENTIALS PREP PACK The secret to every successful nail service is proper prep. CoolBlue 8 oz., CuticleAway 6 oz. and ScrubFresh 8 oz. provide the perfect foundation for CND Shellac, enhancements or nail polish. 769746 $19.95 Limit restrictions may apply. While supplies last!

SHELLAC LAMP & SPINNER RACK PACK Includes: • CND UV Lamp • Spinner Rack • Set of Replacement Bulbs 4-ct. • Shellac Gotcha .25 oz. • Shellac Clearly Pink .25 oz. • Shellac Iced Coral .25 oz. • Shellac Hollywood .25 oz. • Shellac Masquerade .25 oz. • Shellac Black Pool .25 oz. • Shellac Base Coat .25 oz. • Shellac Top Coat .25 oz. • 6 Remover Wraps 768854 $199.95 Limit restrictions may apply. While supplies last!

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THERABATH REFILL PARAFFIN WAX ORANGE GINGER Add some zest and spice to your client’s day with energizing, uplifting aromatherapy paraffin. Features the following essential oils: orange oil, lemon oil, spearmint oil, lime oil peppermint oil, ginger oil, rosemary oil, petitgrain oil and also includes aloe, vitamin E and jojoba oils to provide a boost of moisture. 6 lbs. 303118 $27.97

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4/4/12 9:20 AM

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LOOK THE PART Best Practices

hat exactly does it mean to dress for success? These days those three little words seem to cause more confusion than ever. Appropriate dress used to be determined by the industry or profession. Now it also varies from business to business. It’s up to each company to determine its own standards for professional dress – and not every company does. However, that doesn’t mean anything goes. With so much diversity out there, what should a business wardrobe look like? Here’s a few best practices:

Dress to impress Notice what your boss and your clients typically wear. To impress your boss, dress at the same level or slightly more casual. If your boss wears a jacket, so should you. To impress your client, dress at the same level or a little more formal. If your clients always wear jeans, you might want to leave the jacket and the jeans at home. Dress for success with a collared top and/ or tailored style bottom.

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May/June 2012

Impress with less Yes, it is possible to look professional on a budget. Choose quality over quantity. Buy quality fabrics and timeless styles that are the best you can afford. Choose season-less fabrics, such as lightweight wools, fine cottons and silks. Natural fibers look and feel more expensive and can be worn all year round.

Avoid image blunders Everything has its time and place – but there are some things that have no place at work, even on casual day. Avoid anything frumpy, dirty, ill-fitting, ripped, overtly sexy or too casual. Clothing worn for special activities (like playing a sport, for instance) should be saved for those activities.

Dress down with style Even on casual days, be prepared. Keep a coordinating jacket handy for the unexpected meeting with the boss or conservative clients.

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Professional polish

Make a little adjustment

When it comes to your personal appearance, it’s the little things that count. Good grooming really does make a big difference – especially in the beauty business. You and your clothing should be in tip-top condition. That includes things like ensuring that hair is styled and that nail polish isn’t chipping.

Making small alterations to sleeves, the hemline and waistline or simply changing buttons can make your clothing look custom tailored – and make you look like a million bucks!

Add a little pizzazz Take it easy on the accessories. Accessories are the extras that can give each of us individual style. But remember, in business less can be more.

Think in threes Less is better when it comes to color. A general rule of thumb is to wear no more than three colors at once – including accessories. Patterns count as one color. Colors and styles that mix and match save time and money.

Make a statement in shades

When in doubt, dress up In business, it’s better to be overdressed than underdressed – especially if you are trying to make a good impression. But keep in mind that consistency is also important. If one day you are wearing a business suit with a collared shirt and the next day you show up for work wearing wrinkled khakis with an old T-shirt, co-workers and clients will be confused. It takes consistency in your personal appearance to convey an image. When it comes to professional dress, if it doesn’t seem quite right, it probably isn’t. Using common sense and tasteful good judgment can create positive impressions that will help you soar to the top. ▲

Have you ever wondered why the traditional black, navy or grey suit worn WRITTEN BY KIMBERLY LAW with a white shirt and tie became known ABOUT THE AUTHOR: • theindustrysource.com Available at: T HE INDUST RY SOURCE • 800.362.6245 as “The Power Suit”? A dark or muted Kimberly Law, AICI CIP, is a Certified Image Consultant and jacket worn with a white or light colored • • RY SOURCE Available 800.362.6245 of Personal Impact International, founded in 1999. at: T HEtheindustrysource.com INDUST RY SOURCE • 800.362.6245 • theindustrysource.com principal She is an author, speaker and works with companies, helping top highlights the face, adding authority • • RY SOURCE 800.362.6245 theindustrysource.com them refine their look from head to toe and enhance professional and presence. communication, increasing confidence and personal effectiveness.

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CHIC AND SOPHISTICATED

The focal point in the salon is the oversized black gilded silver mirrors in the styling stations, which adds extra flair to the modern, metropolitan look of this space.

Essential Elegance Salon & Day Spa: Where beauty and relaxation become one

n many ways, the name says it all. “Essential Elegance” sums up how clients feel when they step into this luxurious salon and day spa based in Howell, Michigan. Designed by Leslie McGwire of THE INDUSTRY SOURCE’s Salon and Spa Design Center, this artsy and eclectic space incorporates olive and deep purple tones alongside metallic silver on walls that is complimented by

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special touches such as ornate mirrors and chandeliers. “We are not a place where clients get just another haircut or service,” says owner Natalie Mona. “We want to make each customer’s visit a red-carpet experience, pampering them from the front desk all the way down to each of our services.

May/June 2012

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Essential Elegance Salon & Day Spa 9740 Village Place Blvd. Brighton, MI 48116 517.548.4800 essentialssalonspa.com On the right: Color Processing Room – The relaxing private color processing room gives client a chance to relax and have some tea or wine while waiting for their hair color to process. Below: Retail Area – This space gives clients an upscale boutique shopping experience. Antique furniture mixed with new retail units along with a crystal chandelier and silver beads hanging from the ceiling gives the space a luxurious and unique feel. ▲

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BEST PRACTICES IN

SPA INTERIORS

t’s no wonder that there are so many salons and spas in malls, health clubs and even near (or in) work places. In this busy, often stressful day and age, people are looking for ways to relax and rejuvenate themselves. In fact, it might be a better time to own a spa than ever before. However, there is probably more competition now than ever before as well. But if you make businesssavvy decisions, market your business, offer phenomenal services and great customer service, you can expect customers to pour into your spa on a regular basis. However, don’t forget to also make your business attractive. Although we are taught not to judge a book by its cover, when it comes to spas, often clients do. That’s why it’s worth your while to focus on making your spa look attractive, soothing and comfortable to your clients. And, if you’re a new spa owner, are about to open a spa, or are looking to increase traffic in your existing spa, decoration should be one of your main concerns.

The Reception First impressions are lasting impressions. That’s why yours needs to leave a lasting impact on clients as soon as they enter the spa. Those

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first few minutes are often when clients size up your business and decide if it’s beautiful, luxurious and well-maintained or if you’ve cut corners and skimped on the design of the space. (And often clients will think that if you cut corners when it comes to design, you must cut corners when it comes to service as well.) Thus, the reception area should be very attractive and the waiting area should be comfortable and soothing. Create an area that holds a variety of magazines, games and a plasma screen TV (again, don’t let clients think that you cut corners) to impress clients and immediately put them at ease.

Cleanliness A spa should be kept squeaky clean, and maintaining hygiene is extremely important. However, even if you know that you clean all equipment well and follow all necessary sanitary procedures, if it looks like your spa is dirty, clients will not feel comfortable. Things (from the retail area to any magazines or trinkets you have on display) should be organized and presented in a neat and tidy fashion. This means that you must pay careful attention to tasks like dusting, vacuuming, cleaning mirrors, sinks, floors and any other surfaces.

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The areas should smell good. Using scented candles with a soothing aroma is a good idea.

Necessities Don’t skimp on important furniture and other necessities. For instance, a spa should have comfortable furniture units, easily accessible shampoo units, hightech manicure tables, comfortable and clean styling chairs, etc. A facial steamer, pedicure essentials, massage tables and any hygiene related items are very necessary. If you are thinking of opening a spa and can’t quite afford all the necessary items, delay opening until you can. If you’ve been trying to operate a spa without them, make the investment. It will pay off in increased business over time.

Details Small touches make a big difference. Your spa is incomplete without small touches like candles and flowers. Candles smell good, create a tranquil mood and are instantly relaxing, while fresh flowers can make your spa look attractive while adding a nice light scent. The type and colors of flowers or candles you choose should complement the overall design and colors of the spa rooms.

Lights Lights are an integral part of your spa. Not only are they functional, but they set the mood for clients. The lights should not be

too bright or too dim, as either will make clients feel uncomfortable. Keep in mind that the lights in treatment rooms should be much dimmer than the lighting in the entryway and lobby areas.

Colors Don’t forget to use a little color in your spa! A few cans of paint can make a huge difference. Use calming and tranquil colors, such as soothing tones of green, blue and purple. If you find yourself unsure about color scheme, pick up a few spa magazines or consult with a designer for inspiration.

Soothing Elements Incorporating soothing elements such as aquariums and waterfalls will definitely help your clients feel at ease and calm. These types of elements are a good way to help clients begin to relax before entering treatment rooms. Don’t forget to offer clients fresh fruit and cold water, as well as other soothing refreshments, in waiting areas. People visit spas to take a break from their hectic schedules. By incorporating these design tips, you can ensure that your spa is the perfect retreat that will keep them coming back again and again. ▲ WRITTEN BY J.D. SHARMA ABOUT THE AUTHOR: J.D. Sharma specializes in interiors in Delhi. For more information, visit delhidirectory.biz and search for interior decorators in Delhi that specialize in spa interiors.

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Best Practices in

GOOGLE LOCAL Optimization

ne of the first things I recommend to new search marketing clients is that they get their business listed in Google Local Business Center. Google Local is a free directory listing service that lists up to 10 local businesses (Google 10 pack) for location-targeted search queries.

Google recently stated that “73% of online activity is related to local content.” Given those stats, it’s crucial that a business have a presence in Google Local to maximize exposure and capture traffic from local searches. So how can a local merchant can get their business listed in Google Local? And what are some best practices for creating a well-optimized listing that will display more prominently (and higher) than your competitor’s listing?

How to Get Listed Getting your business listed in local/map results in Google is fast, easy and very user-friendly. Local merchants don’t need to be technically adept at all to create a free listing. To get a listing for your business in the 10 pack: 1. Go to Google Local Business Center (google.com/local/add) 2. Create a free Google account 3. Click “add a new business” 4. Fill out the required fields and categories. You’re finished! Upon completing your listing, you will be asked to verify that you’re the owner of the business. Google does this by calling the main business number and asking you to key in a PIN code for validation.

Optimization Factors Business owners should understand that getting a business listing to display in the Google Local 10 pack results isn’t always a given. Yes, creating a listing does guarantee that your company is included in the directory of results, but it doesn’t guarantee that the listing will appear in the top 10 results (10 pack) and get the maximum amount of exposure.

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Now geographic location does play a major role in ranking, but to greatly improve your chances of displaying in the Google 10 pack, there are certain best practices and optimization tactics a local merchant can employ, which include: • Adding target keywords (keywords that searchers would use to find your website) and location keywords to your business “name” field. For example, if your company name is John’s Appliances and the company is located in Chicago and John specializes in refrigerator repair, (for optimization purposes) the company name in the listing should read like this: “John’s Appliances – Chicago Refrigerator Repair Services.” • Another ranking factor Google uses in displaying and ordering local results is customer reviews. Local merchants can get more reviews by asking satisfied customers to submit reviews about their business to Google Local, which they can do by clicking on the merchant’s local business listing. • Be sure to fill out categories for service and products and add your target keywords in the categories as well. • Don’t forget to weave target keywords into your business description. By following these best practices, you’ll be miles ahead of most other local business listings. You’ll rank better, have a more powerful business presence in Google, enjoy more exposure and grab the lion’s share of the local web traffic because your listing will stand out and get more attention. ▲ WRITTEN BY KEN LYONS ABOUT THE AUTHOR: Ken Lyons is a Marketing Manager for WordStream, Inc. WordStream offers a dynamic keyword tool suite, which includes a keyword generator and a keyword suggestion tool for discovering new keyword possibilities everyday for SEO and PPC.

May/June 2012

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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 some of your best business practices that have helped make you successful? It’s our culture to make a difference in the world we live in, and this has become our best business practice. We partner up with local groups such as Newcomers Club, Women’s Club, Senior Centers, American Cancer Society, Earthkeepers, Habitat for Humanity, Chamber of Commerce, St. Mary’s Little Theatre, Locks of Love, Officer Wives’ Club, Relay for Life, CASA and several local churches. We donate services and gift baskets of products. We believe that “What goes around comes around!” Not only has our business grown tremendously, but there is no better feeling than making a difference in the world. Mary Rose Cannistraro, Owner / Master Hair Designer On the Green Salon and Day Spa – Saint Mary’s, GA

Since I started in this business, I’ve learned that in order to be successful, you need to treat every client like they are your ONLY client! I acknowledge birthdays with a hand written card in the mail and during the holiday seasons I hand

out gift bags filled with homemade candy and small bottles of lotion or cuticle oil. My clients know that during their appointment, they are getting my undivided attention and that they will leave with my best work, as they are my walking advertisement. In the beauty industry, success is built on word of mouth. The better you make your clients feel, the more successful you will be! Danielle Carr, Nail Technician Jaclyn’s Salon – Brandon, FL

Don’t devalue your services. In this economy, so many salons are desperate for business that they attempt to outdo each other with offers, trying to claim new customers. Many give their services away. This devalues tanning in the mind of the customers, alienates existing/ loyal customers and creates an environment where cherry pickers will go from salon to salon taking advantage of these deals and never coming back. One thing we’ve learned over the years: People are willing to pay for tanning and beauty services if you give them the chance! Daniel Hendricks, Owner Bronze Company – Appleton, WI

I have found that being consistent is one of the most important practices for those who want to be successful. Clients respond well to knowing that you will be there, be on time and offer impeccable services with quality products. I also pride myself on building relationships with my clients. This builds a confidence level and allows them to be comfortable. Finally, always stay true to your policies. If you respect them, clients will respect them! Shawn Wilkins, Nail Therapist/Owner Pampered Soles – Chicago, Il

My goal is to make each experience unique and even better than the last one, whether it be a service or just a visit to discuss skin or products. I always follow up with clients to ensure their ultimate satisfaction and to answer any questions they may have. In other words, my goal is to have a client for life. It is not easy to attract new clients – I would rather wow the existing clients and create raving fans! Carol Hankin, Owner Carol Hankin Skin Care – Pittsford, NY

Would you like your response to be featured here? Send an email to editor@theindustrysourcemag.com for our next issue’s question. 60

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Seven Best Practices For Small Business

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rying to get your company up to date by joining Facebook? Then there’s a few best practices you should pay attention to! Although this isn’t a complete list by any means, it definitely covers some misunderstandings that business owners share in getting started in promoting their business on the popular social network.

Use a Facebook page rather than a profile

First, please use a Facebook page and not a Facebook profile for your business. It is unbelievable how many credible businesses out there are still using a profile for their business, which is a direct violation of Facebook’s Terms of Use. Also, be sure to use the correct category when setting up your page, such as “Local Business” and subcategory of “Home Business” or “Professional Service.” You cannot change the category or subcategory once you set up your page – so be sure it’s accurate. To set up your page, simply log in to your personal profile account and search for “Create New Facebook Page.”

Properly name your Facebook page

Be sure to correctly name your Facebook Page and to keep it succinct, as this is something else that you cannot change. If you are a franchise owner and you are setting up a Facebook page for your individual franchise territory, localize it. If you serve Richmond, Virginia, for example, then using “[Franchise Name] Richmond VA” would be appropriate. In addition, keeping the name short will make it look better on Facebook Ads when you are advertising your business page. (Unfortunately, Facebook will not let you change the ad’s title when

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you’re promoting your page with their ads, although you can change the Facebook ad title when you’re advertising something other than your page. Just keep this in mind as your ad title may get cut off if the name of your page is too long.)

Finding your Facebook page

It seems that new Facebook page owners have a difficult time finding their page after they create it. The easiest way to find your page is to log in to your personal profile account, go to “Account” at the top right-hand corner and then go to “Manage Pages.” Any pages you manage will show up there. Find the one you want and click “Go To Page.” You can also access your page by typing your page name into the search bar in the top right corner of the any Facebook page and selecting it from the drop-down that appears – just be sure to type it in exactly as you’ve set it up, as it may not pop up otherwise.

Facebook page admin rights There seems to be confusion from small business owners about Facebook administrative rights for business pages. It’s rather simple now with the recent Facebook changes. If you create a page, you are automatically the admin. It

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used to be that you were the permanent admin, but that has now changed, which means that if someone set up the page and since left your company, you can remove them as an admin (as long as they had/have given you admin rights). As the admin, you can click on “Edit Page” which appears at the top left-hand corner of your page under the main profile picture (assuming you’ve added one). There’s a box on the right sidebar that will allow you to add or delete admins. Please note that they must have a Facebook profile in order to have administrative rights to your page.

Facebook page user name

Another frequent question we receive is about how to set up a user name, otherwise called a vanity URL. When you create a business page, Facebook assigns a long URL which isn’t very conducive to branding your business, garnering SEO value or promoting your page. First, you’ll need to have a minimum of 25 fans or people who “like” your page before Facebook will allow you to create a user name. Second, if you haven’t already created a user name for your personal profile account, please do that first (so that you don’t inadvertently assign your business name to the URL of your personal profile account). Third, before you create your page’s user name, be sure you and your business partners or business team agree on what the name should be because it is permanent and you will not be allowed to change it. Once you’re ready, you can follow Facebook’s instructions about creating a user name for your page.

Facebook page user analytics

So, you want analytics on your Facebook page? As an admin, you have full access to Facebook-provided analytics. First, you’ll receive a weekly email (to the email address you use for your personal profile account) that will include the weekly stats for the number of fans (or “likes”) that have been added or removed and how many visits were made to your page. You will also be able to view the “Insights” on the left-hand sidebar of your page – simply click on “See All” and it will take you to a full insights page to show you activity for the week, including demographics of your fan base and all the “likes” and “shares” for the week.

Promote your Facebook page

Promoting your page is just as important as creating it and adding content in the form of photos, status updates, blog posts, links, etc. There are many ways to promote your page – too numerous to mention here – but some simple ideas are to make sure the link or a widget is added to your email signature, customer or prospect email newsletters, invoices, direct mail postcards or letters, TV ads, website and blog. For your website and blog, you can create a Facebook badge and use that as a widget. Of course, you can also promote your business page with Facebook Ads, which can be bought as pay-per-click or pay-per-impression. ▲ WRITTEN BY SALLY WITZKY ABOUT THE AUTHOR: Sally Witzky is owner, chief strategist and “tractioneer” of Traction Group LLC, a Richmond, VA based social media and marketing agency.

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CONNECT

WEB W

MARKETING SUCCESS

Best Practices

eb marketing has truly hit the mainstream. But don’t think that just because it is new, there are no rules. Good business practices will always win over shoddy ones. For instance, people will always feel a little leery of a business that they hear about online, so it is your job to make your prospects and customers feel like your business is reputable and worth taking a chance on – just from your presence on the web.

4. Follow Through Immediately – Nothing will worry

1. Be Consistent – The importance of consistency cannot be emphasized enough. Your website and all of your social media profiles should be consistent in how they portray your business – from pictures used to overall look. Be sure that the hours, services and company information posted on each of these platforms is also consistent between sites.

5. Provide Excellent Customer Service – This is a no brainer. If you are using the web, you have surely heard the examples of companies who have risen from the ashes because of prompt attention to a problem that was voiced online. On the other side of the coin, mediocre customer service may not get you slammed in an online forum, but it will certainly put the brakes on the wonderful viral effects of word of mouth marketing.

2. Walk Your Walk – If you are in the business of beauty,

you should present your business as polished, contemporary and beautiful. It’s important for your website and social media accounts to portray this image and for all of your employees to follow your own best practices so that they look polished, fresh and attractive as well (especially if their pictures are featured on the web).

3. Check Your Information – Google your own name and your business’ name to make sure that your information is reaching the top of search engine results. If it is not or, worse yet, it doesn’t even show up on the first page, it is time to create a plan to change that.

a prospective client more than silence. Because of the immediacy of the internet, we expect contact quickly. If someone purchases a service or attempts to contact you online, make sure you have an autoresponder that goes out as soon as the transaction occurs to explain what will happen next. This should be in addition to an automatically generated invoice. You should also give your clients a way to contact you with additional questions.

6. Keep Your Promises – Or better yet, do more than you

promise. Nothing makes a prospective client feel unappreciated more than missed appointments or not providing the information you promise in a timely fashion. Let’s face it, sometimes things happen and you will miss an important call or deadline. But if it is a regular occurrence, your client will soon be looking for somewhere else to spend their money. If you put these best practices into place, then your web marketing plan should yield the results you expect. ▲ WRITTEN BY LAUREN MCMULLEN

ABOUT THE AUTHOR: Lauren McMullen is a Social Media Specialist that helps coaches, speakers, authors and consultants.

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CONFERENCE CALLS

101

ne new way to conduct business is conference calling – and it is steadily growing in popularity. But just as there is etiquette to keep in mind during face-to-face meetings, there is also conference call etiquette. In fact, there may be even more etiquette issues in this type of meeting, since it’s not always easy to anticipate when someone else is going to speak. However, these issues should not keep you from using this useful tool. Instead, just keep these best practices in mind in order to make the most out of your conference calling experience. 1. The first tip regarding conference call etiquette is to be sure that you are making the call from a silent location. It is very easy for background noise to be picked up in conference calls. Not only can background noise mask the sound of other participants’ voices, but it can also make you appear somewhat thoughtless and rude. Although you may not be able to ensure silence for a spontaneous call, you should be sure that when you are able to plan ahead, you make a quiet place available for those meetings. 2. Another important tip for conducting a conference call is to be sure to make the proper introductions between all of the individuals participating in the call. You want those individuals to be able to refer to one another respectfully, and, in order to do so, they must know the other participants’ names. 3. It is important to begin a call on time, as the silence that ensues when participants are waiting for others to join can be very uncomfortable – not to mention that some may not even stick around for the meeting if the call does not begin on time. A meeting conducted through a conference call should be considered as important as any other meeting, and being late is not an option. 4. When on a conference call, be sure to clarify who it is speaking when you have something to say. It is likely that everyone in the meeting will be taking notes, and it is important to know who to refer back to regarding specific points made during the meeting. 5. Finally, it is important to stay on topic regarding the subject of the meeting. You do not want any side conversations going on, which may happen if one person begins to go off topic. To be successful, you must avoid unnecessary straying from the subject at hand. Conference calling can do much for your business. It is a great way to span long distances, and it allows business to be conducted faster than ever before. But to get the most out of these calls, be sure to keep these pointers in mind. s WRITTEN BY ANDY COURT

ABOUT THE AUTHOR: An advisor for rondee.com’s free conference calls system, commentator Andy Court is a communications authority who specializes in the use of conferencing systems to improve effectiveness..

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