OTC Beauty Magazine - August, 2019

Refresh Your Spring Look.

with up to 8 weeks of rich conditioning color!

August 2019

In Every Issue

24

Top Sellers

We take a look at the Top 5 Kid’s Products at Jinny Beauty Supply.

Knowledge To Know

Waking Up the Sleeping Giant in the Ethnic Hair Care Product Market

By Dr. Edward Tony Lloneau

Within the ethnic hair care product arena, there are many products that target that market. This is supported by several facts. African Americans are about 12% of the population in America but are consumers of over 30% of hair care products and professional services. Approximately 40% of beauty salons in the nation are Black-owned and/or operated. Over a third of beauty school students in America are black. About 70% of beauty supply stores are in African American-dominated neighborhoods. These demographics paint a very clear but disproportionate picture of consumerism in an industry heavily influenced by the African American buying power.

흑인 헤어 케어 제품 시장의 거대한 잠재력을 일깨워라

에드워드 토니 로뉴

흑인 케어 제품 시장에는 흑인 전용 제품이 많이 있습니다. 몇 가지 사실만 확인해도 그 점을 분명히 알 수 있습니다. 미국 내에서 아프리카인들의 비율은 12% 정도이지만 그들이 헤어 케어 제품을 구매하고 전문 헤어 케어 서비스를 이용하는 비중은 30%입니다. 미국 내의 모든 미용실과 이발소 중 40%는 흑인이 소유하거나 운영하고 있습니다. 미국 미용 학교 학생의 3분의 1 이상이 흑인입니다. 미용용품점 중 70%가량이 아프리카계 미국인들이 주로 거주하는

지역에 위치해 있습니다. 이러한 통계학적 자료를 통해 미국의

미용업계가 아프리카계 미국인에 의해 크게 좌우된다는 것을 분명히 알 수 있습니다.

ON THE COVER

Cantu Beauty does it again with a collection of Hair Masks for Natural Hair. The line includes masks for a deep treatment, sweat protection, hair and scalp nourishment and more! Available in individual packets, these masks will prove to be lifesavers for your natural clients.

To learn more about these products, visit cantubeauty.com.

Gold Series is the gold standard in moisture. Created by experts who live your texture, this collection provides deep moisture and strengthens your hair from within. It works better because it’s made better.

2019

contents

28

Business Tips

Understanding the Importance of Decision Triggers in Selling to Your Prospects

By Jill J. Johnson, MBA

You can create an awesome shift in your business or professional career right now. One of the easiest ways to do that is with your words. Yes. Words. Your words have a direct influence over your results. All. The. Time. You may already know this. Yet, it’s possible that you rarely give enough attention or credit to the effects that words can have on your every day

고객들이 제품을 구매하는 요인을 이해하라

질 존슨, MBA(경영학 석사)

효과적인 타겟 마케팅을 하기 위해서는 고객들이 구매 결정을

내리는 과정을 깊이 이해하는 것이 반드시 필요합니다. 다양한

고객을 상대해야 하는 회사의 입장에서 “관심이 있는” 고객이 “구매”

를 하도록 하기 위해서는 매우 복잡한 과정이 필요합니다. 무엇이

중요한 요인이고 그러한 각각의 요인들이 각 고객에게 어떻게 영향을

미칠지는 상황에 따라 다릅니다.

32 The Wow Factor

The 10 Commandments of Creating Lifetime Customers

By Tra Williams

Escaping this cult of self-satisfaction where likes pass for loyalty, requires you to rewrite the rules of comparison. Don’t allow the value of your product or service to be determined by an outside metric. Instead, change the game and redefine what the word value means to your customer. Here are The Ten Commandments of value creation and earning a customer for life.

놀라운 변화를 경험하라

평생 고객을 만들기 위한 십계명

트라 윌리엄스

단골 고객을 얻기 위해서는 자기만족에 빠져서는 안 됩니다. 오히려

새로운 틀을 만들어야 합니다. 외부의 기준에 의해서 여러분의 제품과

서비스가 좌우되지 말아야 합니다. 그 대신 고객에게 중요한 가치관을

새로 정립하시기 바랍니다. 이제 새로운 가치관을 정립하고

38

Strategies for Remaining Indispensable at Work

Proving Your Value

By Michele Wierzgac, MSEd

The economy is booming—great! But wait—organizations continue to focus on cutting labor costs. Why? Labor costs comprise 80% or more of an organization’s operating costs. This fact clearly creates another problem among the workforce— protecting your job. How then can you remain indispensable at work?

직장에서 꼭 필요한 사람이 되기 위한 전략

자신의 가치를 증명하라

미쉘 워젝, 교육학 석사

경제가 부흥하고 있습니다. 매우 좋은 일이지요! 하지만 회사들은 계속해서 인건비를 삭감하려고 하고 있습니다. 이유가 무엇입니까?

조직의 운영 비용 중 인건비가 80% 이상을 차지하기 때문입니다.

이러한 현실 때문에 우리는 일자리를 지켜야만 하는 처지가 되었습니다. 어떻게 하면 직장에서 반드시 필요한 존재가 될 수 있습니까?

46 Beauty Ambassador

3 Steps to Hair Success

By Sara Reuda

Korean

koreannews@otcbeautymagazine.com

Art Director: Sam

Advertising & Sales Coordinator: advertising@otcbeautymagazine.com

Contributing Writers: Sara Rueda Dr.

Columnists: Kenny Duncan Lafayette

Real hydration

Moisture rich formulas for strong, shiny hair

Real options

Styling & cleansing products your customers need

“Works wonders.”

- Cee

“Love it! - Kay ”

“What I’ve been looking for.”

- Julia

by Jessica De Vault Hale

A Sense of

자부심을

갖을 수 있게 도와줘라Pride

It doesn’t take much to affect the state of a child’s self-esteem. In most instances, kids will watch TV and see what’s considered beautiful and what isn’t. Having kinky, tightly coiled curls isn’t nearly as cute as rocking long, straight tresses, right? Even if their parents aren’t promoting that message, that’s likely what they hear from pop culture. Debunking those negative notions takes intentional actions.

It’s no wonder that parents have to work extra hard to make their children feel beautiful every day with fun hairstyles that everyone on the schoolyard will envy. But many of those parents will tell you battling textured hair can be tricky – so much so that many opt to apply a relaxer to their children’s hair or press the hair straight. Is there any other way to manage textured hair and instill self-esteem?

Here’s where the beauty supply store comes in. Your shop can give parents options. Battling with tangles doesn’t have to be a chore with the right detangler and conditioning products. We list a few of our favorite musthaves in the Marketplace on page 12. And what about your inventory of kid’s products? Are you displaying them in the best way to be seen and purchased? Check out our How Should You Sell It on page 20 for some inspiration. If you’re undecided on what’s best to stock up on for your store, see what’s flying off the shelves at Jinny Beauty Supply with our Top 5 roundup on page 54.

In this month’s Kids edition, we want to equip you with the necessary tools to be of service to your shoppers who are parents, but also their children. Sometimes the best way to positively impact a kid’s confidence is by showing them how awesome their hair can be with the right products. As a neighborhood OTC, you’ll want to be a part of giving each kid a sense of pride.

Jessica De Vault Hale EDITOR

아이들이 스스로에 대해 갖는 자부심에 영향을 주기란 어려운 일이 아닙니다. 대부분의 경우 아이들은 TV를 보며 무엇이 아름답고 무엇이 그렇지 않은지에 대한 개념을 형성합니다. 그렇기 때문에 곱슬머리가 직모 머리보다 귀엽다는 생각을 잘 하지 못합니다. 그렇지 않나요? 부모들이 그러한 개념을 심어 주지 않는데도 팝 문화의 영향을 받아 그런 생각을 하게 되는 것입니다. 그러한 부정적인 고정관념을 없애려면 많은

노력이 필요합니다.

자녀들이 다른 학교 친구들이 부러워할 만한 스타일로 꾸며서 스스로가 아름답다고 느끼게 하려고 노력하는 것도 당연한 일입니다. 하지만 많은 부모들은 여전히 곱슬머리는 꾸미기가 어렵다고 느끼고 아이들이 릴렉서 제품을 사용하게 하거나 아예 프레스를 통해 직모 머리로 바꾸는 편을 선택합니다. 곱슬머리라도 자부심을 가질 수 있도록 잘 관리할 수 있는 방법이 있을까요?

상황이 이렇기 때문에 미용용품점에 그들에게 필요한 제품을 구비해 놓아야 합니다. 여러분의 매장에서 그러한 부모들에게 필요한 제품을 제공해 주실 수 있습니다. 알맞은 디탱글러나 컨디셔닝 제품만 있다면 불편하게 곱슬머리를 손질하지 않아도 됩니다. 12면에 실린 마켓플레이스 기사에서는 가장 인기 있는 필수 제품을 소개해 드리고 있습니다. 어린이용 제품으로는 어떤 제품을 구비해 놓아야 합니까? 그러한 제품을 최상의 방식으로 진열하고 계시나요? 20면에 실린 판매 전략 기사를 통해 좋은 아이디어를 얻어 보시기 바랍니다. 여러분의

매장에 어떤 제품을 진열하는 것이 가장 좋을지 확신이 서지 않으신다면 54면에 실린 지니 뷰티 서플라이 기사를 통해 가장 많이 판매된 제품이 무엇인지 확인해 보세요.

어린이용 제품을 주제로 한 이번 달 저희 잡지를 통해 부모들과 아이들에게 어떤 제품이 필요한지 알아보시기 바랍니다. 어린이들이 스스로에 대해 자부심을 가지게 돕는 가장 좋은 한 가지 방법은 아이들이 올바른 제품을 사용하여 멋진 헤어 스타일을 연출하게 도와주는 것입니다. 여러분도 OTC 매장의 제품을 통해 우리 이웃에

PLACE

Kiddie Hair Care

When it comes to styling their children’s hair, parents have more choices than ever before. From straightening their children’s hair to twisting and braiding it, the options are endless. That’s why parents rely on OTC stores to carry all of the products to address their needs. Their primary focus: detangling and hydration. Here are 12 of our favorite products that address both needs and a whole lot more!

Shampoo & Body Wash

Bath time is about to be even more fun for parents and their babies, with the Ampro Beautiful Child Sweet Pea Shampoo & Wash Me. Gently cleanse newborns from head-to-toe with this clarifying wash. Babies will be left with moisturized skin and be ready for bedtime, thanks to its soothing lavender and chamomille formulation.

2-n-1 Detangler

No more detangling dread for little ones, thanks to the Kids Originals 2-n-1 Natural Conditioning Detangler you can tackle tangles without the tears. This spray softens the hair for easier combing and helps prevent breakage.

Hair Accessories

You can’t style your little one’s hair without decorative Chloe Barrettes, Beads and Ponytail Bands. Give your customers an assortment of colors and patterns to choose from and pair with their children’s outfits.

Curly Creme

The ultimate curl cream for kiddies, the Eden Body Works CocoShea Berry Curly Creme will address all of your styling needs. This product enhances textured hair, reduces frizz and flyaways and fights humidity, too!

Conditioning

Detangler

Are the threats of tangles haunting your wash day? Keep curly knots at bay with the Cantu Care for Kids Conditioning Detangler. The shea butter, coconut oil and honey formulation give just the right amount of slip for easy combing and reduce breakage.

Baby Powder

Keep baby cool, comfortable and dry with the Baby Sweet Baby Powder. This gentle talc formula keeps skin soft and smooth and eliminates friction. After one use, your bundle of joy is left with soothed skin that’s free of irritation or rashes.

Detangling Shampoo

There’s nothing fun about stripping your child’s hair of its natural oils. Detangle with ease with Luster’s Pink Kids Gentle Detangling Shampoo. This sulfatefree formula is infused with shea butter and argan oil for the ultimate hydration and shine.

Hydration Spray

Struggling with dry tresses? With The Mane Choice Hair Solution’s Sweet Strawberry Fruit Medley Kids Hydration Spray, you can intensely hydrate your child’s hair on a daily basis. It is infused with essential vitamins and nutrients to support moisture, growth and retention.

Creme Hairdress

There’s nothing harder than brushing dry hair. With the Love My Baby Brush Me Gentle Creme Hairdress tresses are softened for easy brushing. Plus, this product makes delicate curls look fuller on the baby’s scalp.

Medicated Conditioner

When your youngster’s scalp is dry, irritated and riddled with dandruff, recommend the Sulfur8 Kid’s Anti-Dandruff Hair & Scalp Conditioner. Perfect for defeating flakes and the urge to scratch.

Wonder Spray

Nourishing and detangling the hair is always important, but if you’re planning to add heat to your child’s hair, you’ll need the right protectant. The

Just For Me Curl Peace 5-in-1 Wonder Spray can do all of the above, along with reducing frizz and adding shine for the perfect hairstyle.

How

should you sell it?

Scott Zangwill

This month’s selling focus is…

Kid’s Products

When your customers come to your the store, chances are they aren’t just shopping for themselves. Many female shoppers are responsible for taking care of the hair of their whole household, including their children. But finding products that work for their hair and especially for their kid’s tresses can be overwhelming. Knowing about the numerous children’s hair care collections will help serve your customers.

What should OTC store owners know about kids products, and how should they sell them?

“It is important to know your kid’s unique type of hair, texture, and porosity as different products react differently. It should be an essential issue in the natural hair community for multicultural products and consumers to make the right choice for their children. For example, is it safe to use relaxers on children? There are several very nice relaxers for parents to buy for their kids.

In the OTC stores today, even in the kid’s lines there are shampoos, conditioners, leave-ins, mousse, curly products and edge controls. There are a ton of lines and scents for the consumer to choose from. A few new scents out there include Eden Bodywork’s berry scented Cocoa Shea Berry Moisturize Milk Leave-in Conditioner. Cantu for Kids has shampoos, conditioners and texturizers to help soften hair and make it gentler. One item that most manufacturers carry now is the sprayin detanglers, as these items help kids to comb through their hair. There are also gels that help to manage and style their hair. The Aunt Jackies children’s collection has a full line of products for all kids to use, and these are a very popular choice, as well. Miss Jessie has popular butter crèmes for kids. Carol’s Daughter and As I Am also has a collection geared towards children.

In the OTC stores, I see for that most stores are doing a pretty good job displaying these items, as all of the kids’ products are mostly together. I do see that the relaxers in many stores are not in the kids’ section, and parents may not realize that there are kid’s lines for them, as well. Promote these sections because the kids that use these products today will be your customers tomorrow.”

Scott Zangwill Merchandise Brand Specialist Inc. www.merchandisebrandspecialist.com

About Merchandising Specialists, Inc.

We specialize in getting your new products into the stores very quickly, as we have an excellent rapport with the store owners. Not only do we put out POP material, sales sheets, and samples, we are excellent at getting turnover orders quickly, getting the new products into the store and turning monthly detailed reports, as well!

Call Scott Zangwill (443-854-7100) (szangwill.mbs@comcast.net ) so he can show you how taking turnover orders can pay for a large part of your merchandising. We are in 17 cities throughout the country and now in south Florida.

If you have input you’d like to share regarding this question, send an e-mail to editor@otcbeautymagazine.com. Your response could be featured in the September issue!

Scott Zangwill

어떻게 판매해야 하나? 어린이용 제품

고객들이 쇼핑을 하려고 여러분의 매장을 방문할 때 단지 자신만의 제품을 구입하려고 방문하지는 않을 것입니다. 많은 여성

고객들은 자녀들을 포함하여 가족 모두의 헤어 스타일에 관심이 있습니다. 하지만 가족 모두 특히 흑인 어린이들을 위한 적합한

제품을 찾기란 쉬운 일이 아닙니다. 어린이용 헤어 케어 제품을 잘 알고 계신다면 고객들에게 많은 도움을 주실 수 있습니다.

“제품의 종류마다 기능이 다양하기 때문에 아이들의 머리카락이 어떤 유형에 해당하고 질감과 투과성이 어떠한지를 아는 것이 중요합니다. 네츄럴 헤어를 선호하는 지역 사회의 고객들이 아이들을 위해 적합한 헤어 제품을 선택하려면 그러한 정보가 필수적입니다. 예를 들어, 아이들이 릴렉서 제품을 사용해도 안전할 것인가? 아이들이 사용해도 안전한 몇몇 제품이 있습니다.

오늘날의 OTC 매장에는 어린이를 위한 샴푸, 컨디셔너, 리브인, 무스, 엣지 컨트롤 제품이 있으며 제품의 종류와 향이 매우 다양합니다. 새로운 향이 나는 제품으로는 Eden Bodywork사의 베리 향이 나는 코코아 시어 베리 모이스쳐 밀크 리브인 컨디셔너(Cocoa Shea Berry Moisturize Milk Leave-in Conditioner) 제품에 있습니다. Cantu는 머리카락을 부드럽게 해 주는 어린이용 샴푸, 컨디셔너, 텍스쳐라이져 제품을 선보이고 있습니다. 대부분의 제조업체들이 현재 생산하는 제품으로는 아이들이 머리카락을 빗질하는 데 도움을 주기 위해 머리카락을 펴 주는 역할을 하는 스프레이-인 디탱글러 제품 있습니다. 또한 머리카락을 관리하고 스타일링할 수 있는 젤 제품들도 있습니다. Aunt Jackies에서 출시한 어린이용 컬렉션에는 모든 어린이들이 사용할 수 있는 다양한 제품이 포함되어 있으며 많은 인기를 얻고 있습니다. Miss Jessie사의 어린이용 버터 크림 제품도 큰 인기를 얻고 있습니다. Carol’s Daughter와 As I Am도 어린이용 컬렉션을 출시하였습니다.

Scott Zangwill

대표이사

Merchandise Brand Specialist 법인. www.merchandisebrandspecialist.com

Merchandising Specialists 주식회사 소개.

저희는 상점 오너들과 긴밀한 관계를 유지하며 여러분이 새로운 제품을 상점에 출시하도록 돕는 일을 전문적으로 하고 있습니 다. 저희는 POP 자료와 판매 통계 자료 및 샘플 등을 제공할 뿐

(szangwill.mbs@comcast.net )에게

대부분의 OTC 매장에서는 어린이용 제품을 함께 전시하며 이러한 제품들을 훌륭하게 전시하고 있습니다. 하지만 많은 매장에서 어린이용 섹션에 릴렉서 제품을 진열하지 않기 때문에 부모들이 어린이용 릴렉서 제품이 있다는 사실을 알지 못하는 것 같습니다. 그러한 제품도 홍보를 한다면 장래의 고객이 될 아이들이 지금부터 해당 제품을 애용할 수 있을 것입니다.” 위와 관련하여 질문이 있으시다면 editor@otcbeautymagazine.com 으로 보내주십시오. 9월호에 여러분의

Knowledge to Know

By Dr. Edward Tony Lloneau

Waking Up the Sleeping Giant in the Ethnic Hair Care Product Market

Within the ethnic hair care product arena, there are many products that target that market. This is supported by several facts. African Americans are about 12% of the population in America but are consumers of over 30% of hair care products and professional services. Approximately 40% of beauty salons in the nation are Black-owned and/or operated. Over a third of beauty school students in America are black. About 70% of beauty supply stores are in African American-dominated neighborhoods. These demographics paint a very clear but disproportionate picture of consumerism in an industry heavily influenced by the African American buying power.

Many of the hair care products targeting this market are duplications or so-called “Me Too” products that compete against each other for the same market. This helps to obscure the fact that the most advertised products are not necessarily the best products. Another deluge of mimicked products is the fact that there are a number of consumer needs that are not being met by the existing products available.

Manufacturers seem to be more preoccupied with saying “Me Too” louder, longer and stronger than the competition, and less concerned with identifying the elusive Voids in the market and supplying them. There are some needs by consumers that are being met through innovation because there are no products available to supply that need. As an interested, selftrained observer of the hair care industry, I can see that there is a niche for a keen observer to seek out the unmet need and provide it. The results will be very rewarding.

For example, there has not been a workable improvement in the Press & Curl market in over 50 years. The significance and importance of this is the fact that over 25% of black women and female children use this method to groom their hair. This ignored market represents 25% of the entire black hair care industry that is so popular and sought after but overlooked. The

흑인 케어 제품 시장에는 흑인 전용 제품이 많이 있습니다. 몇 가지 사실만 확인해도 그 점을 분명히 알 수 있습니다. 미국 내에서 아프리카인들의 비율은 12% 정도이지만 그들이 헤어 케어 제품을 구매하고 전문 헤어 케어 서비스를 이용하는 비중은 30%입니다. 미국 내의 모든 미용실과 이발소 중 40%는 흑인이 소유하거나 운영하고 있습니다. 미국 미용 학교 학생의 3분의 1 이상이 흑인입니다. 미용용품점 중 70%가량이 아프리카계 미국인들이 주로 거주하는 지역에 위치해 있습니다. 이러한 통계학적 자료를 통해 미국의 미용업계가 아프리카계 미국인에 의해 크게 좌우된다는 것을 분명히 알 수 있습니다.

하지만 흑인 전용 헤어 케어 제품 중 대다수는 소위 “미투” 제품 즉 타사 제품과 비슷한 제품입니다. 따라서 가장 광고가 많이 된 제품이라고 해서 반드시 가장 좋은 제품은 아닐 것입니다. 또한 유사 제품이 연이어 출시되는 것을 볼 때 기존의 제품으로는 소비자들의 욕구를 채울 수 없다는 것을 알 수 있습니다. 제조업체들은 단지 “미투” 제품을 만드는 것에만 혈안이 되어 있고 고객들이 진정한 필요로 하는

제품이 무엇인지 깨닫고 그러한 제품을 공급하는 것에는 점점 더 신경을 쓰지 않는 것 같습니다. 고객들이 진정으로 필요로 하는 제품이 없는 현실을 바꾸기 위해서는 개혁이 필요합니다. 저는 헤어 케어 업계에 관심이 많은 전문가로서 헤어 케어 시장에 아직 개척되지 않은 틈새시장이 존재한다는 것을 알게 되었습니다. 이러한 틈새 시장을 공략한다면 매우 놀라운 결과를 거두게 될 것입니다.

예를 들어, 지난 50년이 넘는 세월 동안 프레스 & 컬 시장은 눈에 띄게 성장하지 못했씁니다. 하지만 흑인 여성과 여자 어린이들 중 25% 이상이 머리카락을 관리하기 위해 그러한 방법을 사용한다는 사실은 주목할 만합니다. 전체 흑인 헤어 케어 산업의 25% 비중을

right innovator that can develop a workable, uncomplicated improvement on the Press & Curl procedure that will:

• Enhance a natural (non-greasy) appearance;

• Leave the hair in a 90% virgin condition;

• Be safe to use on children;

• Be safe to use on color treated hair;

• Can be accomplished with ordinary press & curl tools;

• Will allow conditioners to be pressed Into the hair, instead of oils and wax being pressed On the hair. Resulting in a natural, non-pressed appearance that will last longer and be 80% waterproof.

The Press & Curl represents over 25% of the Afro Centric hair care business in the United States. Yet, it is practically ignored by the hair care industry. Look through the pages of any magazine for proof of this.

One important factor to ponder is that the Press & Curl is not a passing fad as the curly perm was in the late 70s and 80s and how the Afro Natural was in the 60s. The Press & Curl has been around since slavery and is still quietly prevalent today.

Most Black beauty salons depend on product poster to place in their windows to show what services are offered inside. However, there has not been a poster featuring the Press & Curl in the last 40 years. The last one was in the 70s featuring Ultra Sheen Cream Satin Press. Most Press & Curls are done at home instead of in salons (where it belongs).

Such a poster will bring that business back into the salons, and result in increased sales of the product.

The company that can create a resurgence of the Press & Curl activity will enjoy a larger user loyalty than the producers of the Curly Perm did in the 80s and will lead to increased sales of companion products, as well. It will not be a Fad

To really envision what’s in store for the next generation of hair care products (both retail and professional), take a look back 10 years. Many of the products and innovations on the market now were not available then. It boggles the mind to forecast what will be in 10 years from now.

Sometimes you have to resurrect something Old in order to create something New and improved.

Meet Dr. Edward Tony Lloneau

• (기름기가 많지 않은)자연스러운 모습을 연출한다

• 머리카락 본래 상태의 90%를 보존한다

• 아이들이 안전하게 사용할 수 있게 한다

• 이미 염색한 머리에도 안전하게 사용할 수 있게 한다

• 일반적인 프레스 & 컬 도구로도 사용할 수 있게 한다

• 프레스 과정에 사용되는 오일이나 왁스 대신 컨디셔너 성분이 머리카락에 스며들게 함으로 오래 지속되고 80% 방수가 되며 프레스 처리를 하지 않은 듯한 자연스러운 스타일을 연출한다

미국 내의 아프리카인 전용 헤어 케어 제품 중 프레스 & 컬 관련 제품이

차지 하는 비중은 25%가 넘습니다. 하지만 실질적으로는 그러한 시장은 관심을 받지 못했습니다. 이러한 사실은 여러 잡지의 내용을

통해 확인하실 수 있습니다. 한 가지 중요한 사실은 프레스 & 컬 과정이 70년대 후반과 80년대에 곱슬머리 파마가 유행하고 60년대에 아프로

네츄럴 헤어가 유행한 것처럼 일시적인 유행을 타는 것이 아니라는 점입니다. 프레스 & 컬 과정은 노예제 시대부터 오늘날에 이르기까지 꾸준히 인기를 누리고 있습니다.

대부분의 흑인 전용 미용실에서는 어떤 서비스를 제공하는지를 소개하는 포스터를 창문에 붙여서 홍보합니다. 하지만 프레스 & 컬 과정을 소개하는 포스터는 지난40년 동안 없었습니다. 마지막으로

사용된 포스터가 70년대의 Ultra Sheen Cream Satin Press 제품을 소개하는 포스터였기 때문입니다. 대부분의 프레스 & 컬은 미용실이 아니라 상황에 따라 집에서 이루어졌습니다.

미용실에서 그러한 포스터를 사용한다면 프레스 & 컬이 미용실에서 활성화될 것이고 관련 제품의 판매가 증가할 것입니다. 프레스 & 컬에 중점을 둔 제품과 서비스를 제공하는 회사는 이전 80년대에 곱슬머리 파마가 유행하던 당시보다 더 많은 단골 고객을 확보하게 될 것이며 관련 제품의 판매도 증가할 것입니다. 그러한 증가 추세는 일시적인 유행에 지나지 않을 것입니다.

헤어 케어 제품의 차세대 제품(소매 및 전문 제품 모두)을 매장에 도입하기 위해서는 10년을 되돌아볼 필요가 있습니다. 오늘날 존재하는 많은 제품과 유행은 당시에는 존재하지 않았던 것들입니다. 앞으로 10 년을 내다볼 수 있다면 그것은 정말로 대단한 일이 아니겠습니까?

때로는 새로운 것을 창조하고 개선하기 위해 이전의 것들을 활용해야 할 때도 있습니다.

Dr. Edward Tony Lloneau received his doctoral from the National Beauty Culturist League (N.B.C.L.) and was sanctioned through Howard University in Washington, D. C. in 1985. Lloneau attended the institute as both a student and instructor. His specialized field of study is Trichology as it relates to ethnic cosmetology. He has written several books on this subject and has authored many articles in trade magazines drawing attention to some of the pitfalls and professional related problems that ethnic cosmetologists and students encounter on a daily basis. To obtain a copy of his book, “What the Text Books & State Boards Ignored in Regards to Ethnic Cosmetology,” contact Dr. Lloneau at liquidgoldbondng@aol.com or call 310-283-7118.

Edward Tony Lloneau 박사는 National Beauty Culturist League (N.B.C.L.)에서 박사 학위를 받았으며 1985 년 워싱턴 D.C. 하워드 대학교에서 승인되었습니다. Lloneau는 학생 및 강사로 연구소에 참석했습니다. 그의 특수 연구 분야는 민족 미용학과 관련된 Trichology입니다. 그는이 주제에 대해 여러 권의 책을 저술했으며

310-283-7118로 전화하십시오

Business Tips

By Dr. Steve Yacovelli

Understanding the Importance of Decision Triggers in Selling to Your Prospects

고객들이 제품을 구매하는 요인을 이해하라

A key component of effective target marketing involves developing deep insight into the decision-making process influencing how your customers make their purchasing choices. For organizations working with diverse customer needs, moving your prospects from, “I’m interested,” to “I’ll buy,” is a highly complex process. What is significant and how this will impact each of your prospects in their buying decision can vary. This buying decision might involve a need to consolidate their vendor list enabling you to become their sole source or among their most trusted resource providers. Their decision may also impact how they view the value of buying additional services or other resources you offer.

Understanding how your target market makes decisions is fundamental to more effectively promoting your products and services. It is essential for you to understand your prospect’s decision-making process and what triggers their buying decisions to more quickly move your sales to a “yes.” Insight into what triggers your prospects in their decision-making process allows you to adapt your messages to highlight the unique characteristics of concern to your customers. Adapt your sales approach to their needs rather than using a “cookie cutter” approach. By tailoring your promotional strategies, you can enhance your opportunities to win the sale or deepen your relationship with your potential customer. You can use this insight to carefully craft your sales approach to meet their unique needs and concerns.

Each Prospect Has Unique Decision Triggers

Knowing what will move your prospects forward in a sale is just as important as knowing what is holding them back from saying “yes.” Decision Triggers

타겟 마케팅을 하기 위해서는 고객들이 구매 결정을 내리는 과정을 깊이 이해하는 것이 반드시 필요합니다. 다양한 고객을 상대해야 하는 회사의 입장에서 “관심이 있는” 고객이 “구매”를 하도록 하기 위해서는 매우 복잡한 과정이 필요합니다. 무엇이 중요한 요인이고 그러한 각각의 요인들이 각 고객에게 어떻게 영향을 미칠지는 상황에 따라 다릅니다. 그러한 구매 과정에서 고객의 선택을 받기 위해서는 신뢰받는 업체들 중에 당신의 제품이 선택을 받아야만 합니다. 그러한 구매 결정은 고객들이 앞으로 어떤 부가적인 서비스와 제품을 선택할지에도 영향을 미칠 수 있습니다.

좀 더 효과적으로 여러분의 제품과 서비스를 홍보하기 위해서는 여러분의 타겟층이 되는 고객들이 어떻게 구매 결정을 내리는지 이해해야 합니다. 따라서 고객이 될 가능성이 있는 사람들이 구매 결정을 내리는 과정과 요인을 잘 이해한다면 판매에서 성공을 거둘 수 있습니다. 사람들이 구매 결정을 내리게 되는 요인을 깊이 있게 이해한다면 여러분의 고객들이 가장 관심이 있어 할 만한 메시지를 만들 수 있습니다. 틀에 박힌 상투적인 접근 방식을 사용하는 것이 아니라 고객들의 필요에 맞는 판매 방식을 사용하십시오. 고객에게 맞는 맞춤형 홍보 전략을 사용한다면 성공적으로 판매를 하고 고객들과 좋은 관계를 형성할 수 있습니다. 고객 각자가 필요로 하고 관심 있어 하는 분야에 맞추어 판매 전략을 주의 깊이 선택할 수 있습니다. 각 사람마다 서로 다른 구매

can range from stress about the costs of your product or service and not understanding the value-add you offer, to believing they need support for the decision from a trusted member of their leadership team. In your sales approach, you need to utilize probing questions to isolate how they will make their decision about investing in buying a product or service from you. You must also uncover and understand the motives of who else is involved in making the decision.

Do the work to understand what Decision Triggers are at play with your prospective customers and with the other key stakeholders they rely on for support. Knowing how to activate or neutralize these triggers will provide you with vital insight on how to adjust your sales messaging tactics. Once you understand their Decision Triggers, you can determine what you should provide your prospect so they can move forward with their decision to buy from you.

Navigate the Decision Continuum

As you move your prospective customers through their Decision Continuum, consider what your goals are each step of the way. If they reach out to you via your website or email, your goal is to get them to talk with you in person. If they ask you for information, determine what information they really need and what you can follow-up with if the sale is going to take longer than one interaction. Your goal is to keep them engaged with you and moving forward toward completing the sale and getting them to join your customer ranks—both now and long-term.

Understanding how to navigate a prospect along their Decision Continuum requires you to probe them carefully about what is important to them and their key stakeholders. In this process, you are identifying what their critical Decision Triggers are while gaining an understanding of how you need to incorporate this insight into your sales approach.

주저하는 요인은 여러분

제품이나 서비스의

비용이나, 제품이나 서비스를 통해 어떤

이익을 얻을지 확신이

서지 않거나, 신뢰할 만한 사람의 도움이 필요하다고 느끼는 등

다양합니다. 따라서

판매 전략을 결정하기 위해 어떤 과정을 거쳐

여러분의 제품이나 서비스를

구매하기로 결정을 내리는지

이해하기 위한 질문을 활용할

수 있습니다. 이런 방법을 통해

사람들이 구매 결정을 내리는

동기를 이해해야 합니다.

고객들이 구매 결정을 내리거나 주저하는

이유가 무엇인지를 이해하고 누가 그들의 결정에

주로 영향을 주는지 이해하기 위해 노력하십시오. 그러한

요인을 극대화하거나 억제하기 위한 방법을 이해하면 어떤 광고

메시지가 효과적일 것인지 판단할 수 있을 것입니다. 또한 그러한

요인을 이해하고 나면, 고객들이 구매 결정을 내릴 수 있도록 무엇을 제공해야 하는지 판단할 수 있습니다.

결정 과정을 분석하라

고객들이 어떤 과정을 거쳐 구매 결정을 내리는지 분석하면서 각 단계의 목표를 무엇으로 할 것인지 생각해 보십시오. 웹사이트나 이메일로 접근할 계획이라면, 당신의 목표는 고객과 일대일로 대화하는 것일 것입니다. 고객이 더 많은 정보를 알고 싶어 한다면 그들이 정말로 필요한 정보가 무엇인지 그리고 앞으로 거래 관계를 이어 나가려면 어떤 후속 조처를 해야 하는지 결정하시기 바랍니다. 이 단계에서의 목표는 고객과의 관계를 이어 나가면서 구매를 완료하고 해당 고객이 현재뿐 아니라 앞으로도 계속 고객이 되도록 하는 것입니다.

고객이 될 가능성이 있는 사람들이 어떤 과정을 거쳐 구매 결정을 내리는지 이해하려면 그들이 중요하게 여기는 것이 무엇이고 누가

그들의 결정에 주로 영향을 주는지 살펴볼 필요가 있습니다. 이러한 과정을 통해 구매 결정에 영향을 미치는 주요 요인이 무엇인지 이해하고 그러한 과정을 통해 알게 된 내용을 어떻게 판매 방식에 어떻게 적용할지 이해할 수 있게 됩니다.

All too often when a company or organization has been around a long time, the manner in which sales are made to prospects becomes somewhat stagnant. Use decision insight to make sure your messaging is fresh, unique, and clearly matched to the evolving needs of your prospect. It might be

어떤 회사나 조직이 오랫동안 판매를 하게 되면 다소 틀에 박힌 판매 방식을 사용하게 되는 경우가 많습니다. 사람들이 필요로 하는 것에 알맞은 신선하고 독창적인 느낌의 광고 메시지를 사용하시기 바랍니다. 사람들에게 호소력 있고 가장 관심을 끌 만한 광고 메시지를 만들기 위해서는 메시지의 내용을 재평가해 보고 수정하는 작업이 필요할

time to reassess and revise your messaging to ensure you are hitting the hot buttons of your prospects and matching your approach to what they are most concerned about. This approach will get them to buy and stay with you beyond the initial sale.

Decision Triggers Drive Sales and Promotional Strategy

Listen carefully to the words your prospective customers use and how they describe their needs and concerns. This insight can help you shape your sales messaging back to them in ways that mirror their words. As you match your sales messaging to where they are on their Decision Continuum, you will have a better understanding of how to highlight key product or service features or benefits. This approach leverages the Decision Triggers to your target market to match what matters most to them. By specifically tailoring your messages to your prospect’s Decision Triggers, you can significantly increase the potential for achieving the sale. What you offer only matters if it matters to your prospective customers.

Once you understand the Decision Triggers driving your sales prospects, then you can tie it to the rest of your promotional strategy. You can incorporate your deep customer insight into all of your collateral materials, advertising, public relations stories, video clips, website and social media. These communications messages can reinforce how you want your prospective customers to respond to your sales messages. If there is a disconnect anywhere in the Decision Continuum, you are at risk of not being able to achieve the sales success you desire.

Final Thoughts

By incorporating insight about your prospective customer’s Decision Triggers, you can help your prospect gain confidence that the product or service you are trying to sell to them will truly benefit them and make a difference in their lives or businesses. They will have more confidence in buying from you because you will have tied your presentation to their concerns. As a result, your prospective customers can be reassured your products or services can and will effectively meet their needs. Leveraging your prospect’s Decision Triggers will make your sales cycle more efficient. It will result in more sales, help you build superior customer relationships, and will boost customer satisfaction when you deliver on what you promised.

Meet Jill

수 있습니다.

요인은 판매 및 홍보 전략을 결정한다 고객이 될 가능성이 있는 사람들이 어떤 말을 하고 무엇을 필요로 하며 관심사가 무엇인지 알아내기 위해 잘 들어 보시기 바랍니다. 그렇게 한다면 그들이 하는 말을 반영한 광고 문구를 만들어 내는 데에 도움이 될 것입니다. 고객의 구매 단계에 맞는 홍보 문구를 잘 활용한다면 주요 제품이나 서비스 혹은 그로 인한 유익 중 어느 부분을 강조할 것인지 더 잘 이해할 수 있습니다. 이러한 방식을 통해 여러분이 타겟으로 하는 시장의 구매 결정 요인을 활용하여 고객들이 가장 중요하게 여기는 것에 맞출 수 있습니다. 고객들의 구매 결정 요인에 맞는 광고 메시지를 사용한다면 달성하고자 하는 판매 목표를 달성할 가능성이 훨씬 높아질 것입니다. 고객들이 진정으로 필요로 하는 것을 제공하는 것이 중요합니다.

사람들이 구매 결정을 내리는 요인을 이해하게 되면 나머지 홍보 전략을 세울 수 있는데, 고객들에 대한 정보를 여러분이 부가적으로 판매하는 제품이나 광고, 홍보물, 동영상, 웹사이트 및 소셜 미디어에 반영할 수 있습니다. 이러한 방법들을 통해 홍보 메시지를 효과적으로 전달하면 고객들은 여러분이 원하는 반응을 나타낼 것으로 기대할 수 있습니다. 구매 결정 과정 중 어느 부분을 놓치게 된다면, 여러분이 원하는 만큼 성공적으로 판매하지 못할 위험성이 높아집니다.

사람들의 구매 결정에 영향을 미치는 요인을 잘 이해한다면, 여러분이 제공하고자 하는 제품이나 서비스가 진정으로 유익하며 삶과 사업에 변화를 줄 수 있다는 확신을 고객들에게 심어 줄 수 있습니다. 그들이 관심 있어 하는 내용에 맞게 홍보를 한다면 고객들은 신뢰를 가지고 여러분의 제품이나 서비스를 구매할 것입니다. 결과적으로 그들은 여러분의 제품과 서비스가 진정으로 필요하다는 확신을 가질 수 있습니다. 구매 결정 요인을 잘 활용한다면 여러분의 구매 사이클을 더욱 효율적으로 관리할 수 있습니다. 결과적으로 판매량이 증가하고 고객들과 더 나은 관계를 형성하며, 고객들은 원하는 것을 얻게 되어 만족감을 느끼게 될 것입니다.

Jill J. Johnson is the President and Founder of Johnson Consulting Services, a highly accomplished speaker, an award-winning management consultant, and author of the bestselling book Compounding Your Confidence. Jill helps her clients make critical business decisions and develop market-based strategic plans for turnarounds or growth. Her consulting work has impacted more than $4 billion worth of decisions. She has a proven track record of dealing with complex business issues and getting results. For more information on Jill J. Johnson, please visit www.jcs-usa.com.

질 J. 존슨은 존슨 컨설팅 서비스(Johnson Consulting Services)의 회장이자 설립자입니다. 질은 뛰어난 연사이자 수상 경력이 있는

셀러 책인 Compounding Your Confidence(자신감을 가지라)의 저자이기도 합니다. 질은 고객들이

Business Tips

By Tra Williams

The Wow Factor

The

10 Commandments of Creating

평생 고객을 만들기 위한 십계명

Everyone has experienced this at one time or another. What you thought was going to be a simple everyday transaction for a product or service, turned out to be an experience that earned your lifetime loyalty as a customer. Sadly, it doesn’t happen very often. Which is exactly why it’s so surprising when it does happen.

Today’s consumer-driven environment is intently focused on instant availability and for good reason. More than ever customers want immediate access and lament any speed bumps between them and the conclusion of the transaction. Immediacy has become the golden calf of customer satisfaction. Customers continually worship the quickest solution with frequent patronage, but the results of that lust for instant gratification has come at a painful price. The line between optimization and true innovation has been blurred as the customer experience has been sacrificed on the altar of speed.

Escaping this cult of self-satisfaction where likes pass for loyalty, requires you to rewrite the rules of comparison. Don’t allow the value of your product or service to be determined by an outside metric. Instead, change the game and redefine what the word value means to your customer. Here are The Ten Commandments of value creation and earning a customer for life.

1. Technology Reduction: In today’s world of technology immersion, the human touch matters more than ever. Each escalation of technology reduces human interaction. Each reduction of human interaction is a missed opportunity to earn a lifetime customer who judges the value you provide by metrics that you define… not just speed. When someone takes real time to provide personal enhancements to an individual experience - that’s impressive. You can’t cut through the white noise with more white noise. Remember, innovative technology is usually meant to optimize our lives. Therefore, you can purchase service optimization but not service innovation. Real service innovation comes from the people within an organization, which brings us to number two.

누구나 이런 경험을 한 번씩은 하게 되는데요. 단지 어떤 상품이나 서비스를 거래했을 뿐인데 나중에 알고 보니 그 사람이 평생 고객이 되는 경우가 있습니다. 안타깝게도 이런 일이 흔하게 일어나지는 않습니다. 그래서 이런 일이 있게 되면 우리는 놀라게 됩니다.

오늘날 고객들은 즉시 원하는 것을 얻으려고 하며 물론 그렇게 하는 데에는 정당한 이유가 있을 것입니다. 점점 더 많은 고객들이 더 빨리 원하는 것을 얻으려 하고 있으며 거래 과정에서 시간이 지연되는 일이 있으면 굉장히 불편해합니다. 따라서 고객을 만족시키기 위해서는 신속함이 필수적입니다. 고객들은 최대한 빠르게 문제를 해결하고 자주 도움을 받기를 바라지만 그러한 서비스를 제공하기 위해서는 가격이 급상승하기 마련입니다. 고객들에게 빠른 서비스를 제공해야 한다는 압박 때문에 최상의 서비스와 진정한 혁신의 정의가 모호해졌습니다.

단골 고객을 얻기 위해서는 자기만족에 빠져서는 안 됩니다. 오히려 새로운 틀을 만들어야 합니다. 외부의 기준에 의해서 여러분의 제품과 서비스가 좌우되지 말아야 합니다. 그 대신 고객에게 중요한 가치관을 새로 정립하시기 바랍니다. 이제 새로운 가치관을 정립하고 단골 고객을 얻기 위해 꼭 필요한 십계명을 소개해 드리겠습니다.

1. 기술을 줄여라: 기술이 넘쳐나는 오늘날 오히려 인간의 손길이 이전 어느 때보다도 중요해졌습니다. 기술이 발전하면서 사람 간의 교류는 줄어들었습니다. 단골 고객은 단지 속도뿐 아니라 여러분이 제공하는 가치관을 판단하여 단골이 되지만 요즘에는 사람 간의 교류가 줄어들었기 때문에 단골 고객을 만들기가 더욱 힘들어지고 있습니다. 이러한 상황에서 누군가가 개인에게 맞는 서비스를 제공해 준다면 깊은 인상을 주게 될 것입니다. 예를 들어 소음을 없애기 위해 더 큰 소음을 사용하는 방법은 옳지 않을 것입니다. 기술을 혁신한다는 것은 우리의 삶을 최상의 상태로

만들기 위해 노력하는 것을 의미한다는 것을 기억하세요. 따라서 단지 서비스를 혁신하는 것이 아니라 우리의 삶을 최상의 상태로

만들기 위해 노력해야 합니다. 진정으로 서비스를 혁신하는 일은

조직 내의 사람들을 통해 이루어집니다. 이와 관련된 2번의 내용을

살펴보시겠습니다.

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2. Focus on front-line staff: Your front-line staff who interact directly with your customers are the most important people in your organization. Not the owner or the VP; it’s the front line employee who is friendly and patient, who smiles all the time and who remembers the customers’ names and business needs. That person will ultimately make or break a company. Make sure your culture emphasizes treating them with the time and attention they deserve and they will treat your customers the same way.

3. Have a real relationship with your customer: Recognize that the relationship you have with your customer should not be transactional. Of course it’s important to look for opportunities to make the transaction simpler, easier and more pleasant for the customer. But it’s also imperative that you add value to their lives in ways that are unrelated to the transaction. Look for ways to be a resource not just a provider.

4. Develop a customer-first culture: Culture is binary. You’re either in or out. It starts with a slow and methodical hiring process. The time, money and productivity lost on a hire who is inconsistent with a company’s culture is immeasurable. Take your time and hire the right people. Then focus on their development. They in turn will grow the business. Customer loyalty is built by people not in spite of them.

5. Cultivate Reciprocity: We are hardwired to do more for those who do things for us. When it rains, Chick-fil-A has employees wearing ponchos run to people’s cars when they pull in and hold an umbrella over them while they walk inside. And then escort them back to their cars when they have finished their meal. It’s no wonder their average unit volume is three times the average of most QSR’s while only being open six days a week—reciprocity.

6. Eliminate Policies: “I’m sorry, Ma’am. That’s just our policy.” These words should never be uttered in business. They reveal to your customer that your culture values adherence to arbitrary rules more than customer satisfaction. You should have only one policy, which is—do everything within your power to exceed your customers’ expectations.

7. Empower your team: If you’ve followed Commandment #2 and #4, then this one should be easy. Every team member should feel empowered to do what is right in each specific situation. “Let me ask my manager” tells your customer that you don’t trust your employees’ discretion or decision-making. And if you don’t trust the people you hire why should your customers trust that they will have a consistently great experience?

8. Celebrate: Everybody loves a winner and nobody wants to be on the losing team. Customers want to feel like the money they spend is making the world a better place. Publicly celebrate your wins, your anniversaries, your employee accomplishments (both in and out of work), your growth, your community engagement, your awards and your achievements. Did one of your employees just get her Master’s? Have a baby? Compete in a triathlon? Celebrate it. This Commandment has the added advantage of developing employee loyalty as well as customer loyalty.

9. Raise the Stakes: Service innovation inherently means that you are challenging the assumptions of traditional expectations. On the flip side of this coin is the realization that doing something new is also a new opportunity to fail. Fortunately, studies have shown that customers value your effort nearly as much as the result. As such, they are incredibly forgiving of failure so long as every effort was made to succeed. So challenge your team and yourself. Raise the stakes. Go big. Consistent yet average is still unimpressive.

경영인이

참을성이 있고 항상 미소를 지으며 고객의 이름과 무엇이 필요한지를 기억하는, 고객을 직접 대하는 직원이 가장 중요한 역할을 담당하고 있습니다. 이러한 직원의 역량에 따라 회사의 성패

여부가 좌우될 수 있습니다. 그러한 직원들이 필요로 하는 시간과 관심을 기울여 준다면 그들 역시 고객에게 동일한 방식으로 대할 것입니다.

3. 고객들과 진정한 관계를 형성하라: 고객과 단지 업무적인 관계를 형성해서는 안 된다는 점을 기억하십시오. 물론 고객들이 좀 더 간단하고 쉬운 방식으로 즐겁게 거래를 하도록 하는 것은 중요합니다. 거래와 직접적인 관련이 없는 부분에서도 고객들의 삶의 가치를 높이는 것이 필수적입니다. 단지 서비스와 제품을 제공하는 것이 아니라 고객들의 삶의 수준을 높이기 위한 방법을 찾으십시오.

4. 고객 우선 문화를 만들어라: 문화는 이진법과 같습니다. 성공 아니면 실패이기 때문입니다. 훌륭한 문화를 형성하기 위해서는

먼저 직원 채용 과정을 서두르지 않고 체계적으로 할 필요가 있습니다. 회사의 문화와 어울리지 않는 사람을 채용하게 되면

시간과 돈, 생산성 면에서 큰 손해를 입게 됩니다. 회사의 문화에

적합한 사람을 채용하기 위해 시간을 내십시오. 채용 후에는 그들이

발전하도록 도우십시오. 그렇게 하면 그들이 사업에 긍정적인

영향을 줄 것입니다. 단골 고객은 직원들에 의해 형성됩니다.

5. 상부상조하라: 우리는 선천적으로 자신에게 무언가를 해 준

사람에게 더 잘 해 주려고 합니다. 칙필레(Chick-fil-A) 회사에서는 비가 올 때 직원들이 우비를 입고 고객들이 주차를 할 때 달려가서 고객들이 안으로 들어올 때까지 우산을 씌워 줍니다. 그리고 고객들이 식사를 마치고 차로 이동할 때에도 마찬가지로 우산을 씌워 주며 안내를 합니다. 칙필레사가 일주일에 6일만 문을 여는데도 대부분의 QSR(패스트푸드 레스토랑)의 평균치보다 3 배의 매출을 올리는 것도 놀라운 일이 아닙니다. 상부상조하기 때문이지요.

6. 정책을 없애라: “고객님 죄송합니다. 저희 정책이라서요.” 이런 말을 절대 해서는 안 되겠습니다. 이런 말을 통해 여러분의 회사가 고객들의 편의보다 독단적인 정책을 고수한다는 것을 드러내기 때문입니다. 단지 한 가지의 정책이 필요합니다. 그것은 고객을 만족시키기 위해 여러분이 할 수 있는 모든 일을 하라는 것입니다. 7. 팀에게 자율권을 줘라: 계명 #2와 #4를 따른다면, 이 계명을 지키는 것이 어렵지 않을 것입니다. 각각의 팀이 각자가 처한 상황에서 자율적으로 행동할 수 있게 해야 합니다. 여러분의 직원이 “사장님에게 물어볼게요”라고 말한다면 고객들은 여러분의 회사가 직원들을 신뢰하지 않고 스스로 결정을 내리지 못하게 한다는 것을 알아차릴 것입니다. 여러분이 고용하는 사람들을 신뢰하지 못한다면 고객들이 어떻게 항상 최상의 서비스를 받을 수 있다고 신뢰할 수 있겠습니까?

8. 축하하라: 누구나 이기고 싶어 하며 패자가 되고 싶어 하는 사람은 없습니다. 고객들은 자신들이 사용하는 돈이 세상을 더 나은 곳으로 만든다고 느끼고 싶어 합니다. 여러분이 이룬 일이나 기념일 혹은 직원들의 업적(업무와 관련이 있든 그렇지 않든)이나 성공, 지역사회에 참여한 일, 받은 상이나 달성한 일을 공개적으로 축하하십시오. 여러분의 직원 중 누군가가 석사 학위를 받았습니까? 아이를 가졌나요? 철인3종 경기에 나갑니까? 그러한 모든 일을 축하하세요. 이렇게 하면 단골 고객을 얻는 데에 도움이 될 뿐 아니라 직원들의 충성심도 높아질 것입니다.

9. 새로운 도전을 하라: 서비스를 혁신하기 위해서는 기존의 틀을 깰 필요가 있습니다. 새로운 것을 시도하다 보면 실패할 수도 있기 마련입니다. 하지만 다행히도 연구 결과에 의하면 고객들은 단지 성과뿐 아니라 여러분이 기울인 노력을 높이 평가한다고 합니다. 따라서 여러분이 성공하기 위해 최선을 다한다면 고객들은 여러분이 실패한다 하더라도 관대하게 용서할 것입니다. 따라서 여러분의 팀과 여러분 스스로가 새로운 도전을 해 보시기 바랍니다. 큰 목표를 세우십시오. 한결같이 평균에만 머무르는 것으로는 부족합니다.

10. Have a mission: People are not motivated by what; people are motivated by why. If the goal is to make tons of money and eventually go public, then you have missed the point of this exercise entirely. Where you spend your money is a major part of your identity. Customers align themselves with organizations that mirror who they are, or at least who they’d like to be. Therefore, the motives that drive your organization also drive your customers’ loyalty. Without a mission, you and your customer have no ‘why’.

Embrace these Commandments. Carve them into stone and bring them down from the mountain. If when you arrive you find your team obsessed with the Golden Calf of immediacy, tell them this: In today’s world of instant gratification, do not worship speed. When speed becomes the only metric by which you judge service, then true service becomes irrelevant. Instead of conjuring new ways to complete a transaction faster, make the experience so amazing that the customer will never want it to end.

Meet Jeremy Eskenazi

10. 목표를 가져라: 사람들은 사물에 의해서가 아니라 특정한 이유에 의해 동기를 부여받게 됩니다. 단지 돈을 많이 버는 것을 목표로 삼는다면 많은 것을 놓치게 될 수 있습니다. 여러분이 어떤 용도로 돈을 사용하느냐에 따라 여러분의 회사가 어떤 회사인지가 드러납니다. 고객들은 거래하는 회사가 어떤 회사이고 어떤 가치관을 가지고 있는지를 바탕으로 행동하게 됩니다. 따라서 여러분의 조직이 어떤 동기를 가지고 있는지에 따라 고객들의 충성심이 좌우됩니다. 목표를 가지고 있지 않다면, 여러분이든 고객들이든 ‘동기’를 가지지 못하게 됩니다.

이러한 계명들을 지키십시오. 마치 돌판에 새기듯 마음에 기록해 두시기 바랍니다. 여러분의 팀이 마치 성경에 나오는 금송아지처럼 잘못된 개념을 신봉하고 있다면 즉각적인 만족을 원하는 오늘날의 세상에서 속도를 신봉하지 말라는 점을 알려 주십시오. 단지 서비스의 속도만을 중요하게 여기게 되면 서비스의 질은 신경 쓰지 못하게 될 수 있습니다. 단지 빠른 거래를 할 수 있는 방법을 고안하는 것이 아니라, 고객들이 잊지 못할 즐거운 경험을 할 수 있게 하십시오.

Tra Williams is a celebrated speaker, business consultant and author of the forthcoming book Feed Your Unicorn. He is a nationally recognized thought leader in small business, franchising, leadership and entrepreneurship. Tra works tirelessly with people, professionals, and organizations to help them define success on their own terms and build the framework required to sustain it. For more information, please visit: www.TraWilliams. com.

보시기 바랍니다.

Lustrasilk Works For Me And My Curls.

By Michele Wierzgac, MSEd

Strategies for Remaining Indispensable at Work

PROVING YOUR VALUE

The economy is booming—great! But wait—organizations continue to focus on cutting labor costs. Why? Labor costs comprise 80% or more of an organization’s operating costs. This fact clearly creates another problem among the workforce—protecting your job.

How then can you remain indispensable at work? By bringing attention to the value of what you do. How do you do that? By focusing on where the organization is going rather than on the procedural or day-today maintenance issues of your position. Begin thinking of how you contribute to the success of the organization. Do you know what the top business issues are within your organization?

1. See Their Point of View

Enhance your role as a team player by demonstrating a sincere interest in your company and looking at issues from the employer’s viewpoint. If it is the cost of labor that is forcing companies

경제가 부흥하고 있습니다. 매우 좋은 일이지요! 하지만 회사들은 계속해서 인건비를 삭감하려고 하고 있습니다. 이유가 무엇입니까? 조직의 운영 비용 중 인건비가 80% 이상을 차지하기 때문입니다. 이러한 현실 때문에 우리는 일자리를 지켜야만 하는 처지가 되었습니다.

어떻게 하면 직장에서 반드시 필요한 존재가 될 수 있습니까? 당신이 하는 일의 가치에 주의를 기울여 보십시오. 어떻게 그렇게 할 수 있습니까? 당신의 위치에서 수행하는 매일의 절차 혹은 관리상의 문제에 초점을 맞추기보다는 조직이 나아가는 방향에 초점을 맞추십시오. 조직의 성공을 위해 자신이 무엇을 기여할 수 있는지 가장 중요하게 계십니까?

가지고 고용주의

to cut back within your department, get together with your boss and figure out ways to merge systems, cut costs, negotiate spending, or merge tasks between departments. Often in companies where there are several departments duplicating efforts, redundancies can be eliminated.

2. Talk in Sound Bites

Concentrate on improving communication with your employer. Think about how your listener will receive the message. Put yourself in the listener’s shoes and anticipate how he or she might react. Learn to talk in sound bites—quick and fast. Bosses want the summary, not all the details.

3. Find a Mentor

To be the most indispensable employee you can be, get a coach. Surround yourself with mentors and coaches from inside and outside your industry. How do you get a coach? Look around your informal and formal networks and figure out who you would like to emulate. Whose skills and career path do you admire? Then just ask if he or she will mentor you. Most of the time, people are flattered that they have been asked. It does not take much time, perhaps just a 45-minute phone call once every three months. You tell them what is going on and they give you simple advice to get back on track.

4. Recruit Brand Champions

You are a brand! Who supports you? Who are the people that are always spreading the good news about you? These are your brand champions. It is critical that you update your friends, family, colleagues, parents at PTA meetings, and anyone else you know about what you are doing or what you want to do. Why? Because your networks are filled with the power and credibility to spread the word about you. To begin with you need to understand the difference between formal networks (professional organizations that you pay dues to, with regulations, meetings and guidelines) and informal networks (people you meet in the lobby of a hotel or on an airplane or through hobbies). Social networks are a hybrid of the two. Next, you need to communicate to your brand champions about your work, your talents, and changes you are thinking about. If you need a favor, ask, and reciprocate by asking what you can do for them in return. Send out regular alerts through your grapevine and share your success stories. Start a buzz and you will be amazed at what happens.

5. Safeguard Your Reputation

A brand creates an image of trust and loyalty over time. It takes years to build a name, reputation, and networks—and takes a minute to lose it all. Always protect your name. See what others are saying about you. The key to leadership is listening to criticism and self-correcting. When a mentor gives you criticism about something you are perhaps not thinking about,

2. 대화 기술을 향상하라

된 사례가 많이 있습니다.

고용주와 좀 더 의미 있는 대화를 나누려고 노력하십시오. 당신의 말을 듣는 사람의 입장에서 생각해 보시기 바랍니다. 상대방의 입장이라면

어떻게 반응할지 생각해 보십시오. 적절한 어구를 빠르게 사용하여 대화하는 방법을 익혀 보세요. 사장님들은 모든 세부 내용이 아니라 요점이 무엇인지 알고 싶어 합니다.

3. 멘토를 찾으라

직장에서 가장 필요한 직원이 되려면 코칭이 필요합니다. 직장이든 그 외의 곳이든 어디에든 당신을 도와줄 멘토와 코치를 찾으십시오.

어떻게 그렇게 할 수 있습니까? 주위의 사람들을 관찰하고 자신이 닮고 싶은 사람이 누구인지 살펴보십시오. 기술과 경력 면에서 본받고 싶은 사람이 누구입니까? 그 사람에게 가서 당신을 도와줄 수 있는지 요청해 보십시오. 대부분의 경우 요청을 받은 사람은 좋아하기 마련입니다. 도움을 받는 데에는 많은 시간이 걸리지 않습니다. 아마 세 달에 한 번 정도 45분간 전화로 통화하는 것으로 충분할 수 있습니다. 멘토에게 자신이 겪는 상황을 알려 준다면 상황을 해결하기 위한 적절한 조언을 들을 수 있을 것입니다.

4. 당신의 편을 만들어라

당신은 곧 브랜드입니다! 당신을 지지해 줄 사람은 누구입니까? 당신에 대해 항상 좋은 이야기를 해 주는 사람이 누구입니까? 그러한 사람들이 당신의 편을 들어 줄 사람입니다. 당신 주위의 친구, 가족, 동료, 학부모 모임의 학부모들, 혹은 당신이 아는 지인들에게 당신이 무엇을 하고 있고 무엇을 바라는지 알리는 것이 중요합니다. 왜 그렇습니까? 그러한 사람들을 통해 당신에 관한 말이 퍼져 나가고 그러한 말은 신뢰를 얻으며 강력한 힘을 발휘하기 때문입니다. 먼저 공식적인 인맥 네트워크 (당신과 관계를 맺으며 규정과 지침을 갖추고 모임을 갖는 전문 조직)와 비공식적인 인맥 네트워크(호텔 로비나 비행기 혹은 취미를 통해 만나는 사람들 등)의 차이점을 이해할 필요가 있습니다. 소셜 네트워크는 두 종류의 중간 정도라고 할 수 있습니다. 그 다음으로 당신의 편을 들어 줄 사람에게 당신이 하는 일이나 재능, 최근 근황을 알려 주십시오. 그러한 사람들에게 도움이 필요하다면 도움을 구하고, 상대방이 도움이 필요하다면 기꺼이 도와주십시오. 당신의 인맥에게 정기적으로 최신 정보와 당신이 거둔 성공을 알리기 바랍니다. 그렇게 한다면 놀라운 결과를 거둘 것입니다.

5. 좋은 평판을 유지하라

브랜드가 신뢰를 얻고 단골 고객이 생기려면 시간이 필요합니다. 좋은 이미지와 평판을 쌓고 인맥을 구축하려면 수년의 시간이 걸리지만 그러한 것을 잃는 것은 한 순간입니다. 항상 평판을 보호하십시오.

UNLEASH CREATIVITY

it takes courage to change. You must earn credibility, not expect it. Be prepared to spend years on earning credibility.

A Final Thought

Every workplace has that one employee that everyone goes to for answers to their problems. They know everyone and they know how to get things done. Strive to be that one shining employee by following these steps. Remember, being a key member of a team has the biggest benefit—job security. 비판할 때 스스로를 변화시키려면 용기가 필요합니다.

중요하지만 저절로 이루어지는 것이 아닙니다. 신뢰를 얻기 위해 여러 해 동안 노력을 기울이십시오.

결론

모든 직장에는 문제를 스스로 훌륭하게 해결하는 직원이 있습니다. 그러한 사람은 직장 내의 모든 사람을 잘 알고 문제를 해결할 방법을 찾습니다. 지금까지 말씀드린 단계를 실천하셔서 직장 내에서 빛나는 존재가 되시기 바랍니다. 기억하세요. 팀 내에서 중요한 존재가 된다면 직장을 잃지 않을 수 있습니다.

Meet Michele

Michele Wierzgac is a leadership expert, keynote speaker, and author of the forthcoming book, Ass Kicking Women: How They Leverage Their Informal Networks For Success. With her high energy presentations, Michele conveys sound leadership solutions and promotes audience engagement and on-your-feet participation. She promises her audience that they will leave her solution-driven keynotes and workshops with at least one passionate, life transforming leadership tool. For more information on bringing in Michele Wierzgac for your next event, please visit: https://micheleandco.com.

미쉘 웨젝은 리더쉽 분야의 전문가이자

출판되는 책인 ‘Kicking Women: How They Leverage Their Informal Networks For Success (잘나가는 여성: 성공하기 위해 비공식 네트워크를 활용하라)의 저자이기도 합니다. 미쉘은 열정적으로 훌륭한 리더쉽을 발휘하기 위한 솔루션을 제공하며 강의를 할 때 청중의 직접 참여를 유도하는 것으로 알려져 있습니다. 미셀은 자신의 강의를 듣는 사람들이 요점을 이해하고 워크숍을 통해 리더쉽을 향상시키는 적어도 한 가지 방법을 이해하게 될 것임을 약속합니다. 미셀 워젝이 다음 번에는 어떤 정보를 알려 줄지 알아보고 싶으시다면 https://micheleandco.com을 방문해 보시기 바랍니다.

By Sara Rueda

Steps to Hair Success

There are good hair days, and there are bad hair days. Bad days can seem unavoidable, especially with common treatments that can include chemicals and often result in damage, especially for delicate hair. But what if we could banish bad hair days forever? Okay, maybe not forever, but close to it. Top professionals in the industry and those passionate about hair know the key to help keep precious locks in order and make every day a glam hair day is to introduce and maintain an exceptional hair care routine.

A critical first step: Conditioning. Keeping hair and the scalp moisturized is one of the best ways to aid in preventing breakage. Using conditioners, moisturizers or oil masks (TIP: coconut and olive are both great, look for these in the ingredients) regularly helps maintain hair’s health. Pairing these treatments with a conditioning heat cap (like the Gold ‘N Hot Professional Conditioning Heat Cap) helps gently activate these products to leave hair soft, supple and manageable.

Meet Sara Rueda

Next step: Combing. We all know combing hair correctly (avoiding rough tugging) is vital to reducing damage and breakage, which can be especially prevalent during these warmer months. Using a wide tooth comb and starting at the ends of hair then working up to the roots can help you avoid damage. Taking care to not tug or tear is another way to help keep the breakage at bay (TIP: adding a moisturizer or conditioner to hair before combing can not only make this step easier, but also less painful).

Final step: Drying. If you need to dry in a hurry, nothing beats a blow dryer with powerful technologies like ions and tourmaline to help reduce damage (Gold ‘N Hot Professional 1875W Ionic Ultra-Lightweight Dryer with Tourmaline is the best dryer for the job). If there’s time to set hair with curlers -- or even time to just relax while hair dries -- a jumbo soft bonnet is a great option. Enlisting the help of ion technology, a bonnet dryer helps gently dry hair while helping seal in moisture and softness (the Gold ‘N Hot Professional Ionic Soft Bonnet Dryer is a dream for this drying style).

Remember to invest in hair, because we wear it every day. Gold ‘N Hot aims to support stylists and hair enthusiasts with professional products for every step of their process. We provide a wide variety of quality styling tools to help you achieve the most gorgeous results and ever-changing trends. Be sure to check out all the first-rate styling tools and hair care products we have to help you behind the chair and add to your collection today. Follow Gold ‘N Hot on Facebook and Instagram @goldnhotelite.

Sara Rueda is the Content Marketing Manager in the Digital Marketing Department of the Beauty Division of Helen of Troy. Throughout her career she has pursued her passions in the marketing, writing and creative industries and devotes particular dedication to helping empower individuals to be their true selves and be their own kind of beautiful.

Magazine Publishing Chief Executive and Corporate Chief Executive

Cathy Hughes,

Broadcast Chief Executive

Radio maven Cathy Hughes was born in Omaha, Nebraska in 1947. Beginning her career in radio in 1969, Hughes’ first position was with KOWH, a black radio station in Omaha. Her successes there prompted the Howard University School of Communications to offer her a position as a lecturer and as Assistant to the Dean of Communications.

In 1973, Hughes was named general sales manager to WHUR-FM in Washington, D.C, and by 1975, was hired as the general manager of the station. Under her guidance, WHUR-FM, which had been struggling along with $300,000 in annual sales revenues, increased its annual revenues to more than $3.5 million. In 1978, Hughes left WHUR for WYCB Radio, where she served as the vice president and general manager of the station.

Hughes and her husband at the time, Dewey Hughes, decided they wanted to buy their own radio station in 1979. After being rejected by 32 banks, they found a lender. With their loan, they purchased WOL, a small Washington, D.C. station and Radio One was born. While Hughes wanted a talk format for the station, the bank was pressing for music. A compromise was reached permitting Hughes to have a morning talk show program that was followed by music programming throughout the day.

Hughes’ marriage ended shortly after purchasing the station, and she began her path as a single mother. She purchased her husband’s share in the station, but hard times soon forced her and her son, Alfred, to give up their apartment and move into the station to make ends meet. Over time, however, the station began turning a profit, largely due to the success of her talk show.

Since the early days of being a station owner, Hughes’ rise has been remarkable. Today, Radio One owns 65 radio stations throughout every major market in the country, making the company the largest black-owned radio chain in the nation. In January of 2004, Hughes launched TV One,

Urban Call Briefs

by Lafayette Jones

American actor, disk jockey, film producer and playwright

a cable television channel targeted at the African American community. Radio one carries the advertising of many major consumer products companies.

Today, Hughes has the distinction of being the first African American woman to head a media company publicly traded on the U.S. Stock Exchange. She continues to serve as Chairperson of Radio One, as well.

Magazine Publishing Chief Executive and Corporate Chief Executive

John H. Johnson

, Magazine Publishing Chief Executive and Corporate Chief Executive

John H. Johnson, widely regarded as the most influential African American publisher in American history, was born on January 19, 1918, in Arkansas City, Arkansas, to Leroy and Gertrude Johnson Williams. Growing up in Arkansas City, no high schools existed for black students, so Johnson repeated the eighth grade to continue his education. After moving to Chicago with his family shortly thereafter, Johnson attended DuSable High School, where he graduated with honors.

After graduating from high school, Johnson went to work for the Supreme Life Insurance Company while attending the University of Chicago. While with Supreme, he was given the job of compiling weekly news clippings for his boss, which eventually gave him the idea for his first publication, Negro Digest. In 1942, after graduating from the University of Chicago, he acted on this idea. With a $500 loan against his mother’s furniture and $6,000 raised through charter subscriptions, Johnson launched Negro Digest, which later became Black World. Three years later, he launched Ebony, which has remained the number-one African American magazine in the world every year since its founding. In 1951, Johnson Publishing expanded again, with the creation of Jet, the world’s largest African American newsweekly magazine.

Johnson also expanded from magazine publishing into book publishing, and owned Fashion Fair Cosmetics, the largest Black-owned cosmetics

Cathy Hughes Broadcast Chief Executive

Cathy Hughes Broadcast Chief Executive

Leon Isaac Kennedy

John H. Johnson

John H. Johnson

Urban Call Briefs

by Lafayette Jones

company in the world, Supreme Beauty Products, and produced television specials. Johnson also later became chairman and CEO of Supreme Life Insurance, where he had begun his career.

In addition to his business and publishing acumen, Johnson was highly involved at both community and the national level. In 1957, he accompanied then-Vice President Richard Nixon to nine African nations, and two years later, to Russia and Poland. President John F. Kennedy sent Johnson to the Ivory Coast in 1961 as Special Ambassador to the independence ceremonies taking place there, and President Johnson sent him to Kenya in 1963 for the same purpose. President Nixon later appointed him to the Commission for the Observance of the 25th Anniversary of the United Nations.

Johnson was also the recipient of numerous awards that spanned decades, from the Spingarn Medal to the Most Outstanding Black Publisher in History Award from the National Newspaper Publishers Association. Johnson Publishing has also been named the number one black business by Black Enterprise four times. In 1996, President Bill Clinton awarded Johnson with the Presidential Medal of Freedom, the nation’s highest civilian honor. He also received more than thirty honorary doctoral degrees from institutions across the country and served as a board member or trustee of numerous businesses and philanthropic and cultural organizations. He was a founder of the American Health and Beauty Aids Institute (AHBAI).

Johnson’s wife, Eunice, and daughter, Linda Johnson-Rice, continue to retain full control of Johnson Publishing as the only two shareholders in the company.

Johnson passed away on August 8, 2005, at the age of 87.

Cathy Hughes and John H. Johnson’s biographies and images are provided courtesy of The History Makers, the nation’s largest African-American video oral history collection.

Leon Isaac Kennedy,

American actor, disk jockey, film producer and playwright

Leon Isaac Kennedy (born June 1, 1948) is an American actor, disk jockey, film producer and playwright. Kennedy is perhaps best known as Martel “Too Sweet” Gordone in Jamaa Fanaka’s “Penitentiary” (1979), “Penitentiary II” (1982) and “Penitentiary III” (1987). Kennedy is also best known for his role as Leon “The Lover” Johnson in the 1981 film “Body and Soul” alongside his

then-wife Jayne Kennedy. The film featured Kennedy in the lead role as Leon Johnson, an up-and-coming boxer, and was written by him as well.

The film, “Penitentiary,” was not only the No.1 Black film but also the No.1 independent film period - an amazing feat for a minority filmmaker. Kennedy and “Penitentiary” broke box office records all across the country. Back then, ticket prices were $3.00, and in some Black theaters, 99¢. In today’s market — that project represents an $80 million film done for less than $500,000!

After hearing of Leon’s success as an entrepreneur, Dr. Joe L. Dudley, Sr. of Dudley Q Corp. invited Leon to come to speak to his staff and is now a member of Jimmy Davies EveryBlack.com global entrepreneurial community.

Today, many more doors and opportunities are open for minorities in front of and behind the camera. Additionally, African Americans, Hispanics and women in all of today’s media enjoy many more opportunities. But it was Kennedy, the kid with a dream from Cleveland, with no help from agents, managers, or any support system, who opened many of those doors.

He is a child of the media – one of the rare few who are creatively blessed to write, produce and perform in all aspects of radio, television and movies.

While some inner-city kids were taking drugs and getting involved with gangs, Kennedy was announcing his plans to be a movie star, writer and producer! Learning early on how to dream and overcome reality, Kennedy realized there was not much opportunity for Blacks. So he formulated a plan. “I’ll be a disc jockey, then become a big-time air personality, then get my own television show, then do movies!”

Immediately working on his plan, Kennedy quickly made history by becoming one of the youngest disc jockeys in a top ten market at the age of 16.

He had his first TV show, “Teen-A-Rama,” at the age of 19. He was soon promoted from Teen Weekend DJ in Cleveland, Ohio to full time in an even bigger market - Detroit – Motown! It was in the Motor City that Leon started to become a radio legend as Leon the Lover!

Almost 45 years later fans still ask about Leon the Lover and his classic Leon’s Lover’s Lane! One could speculate why Kennedy’s show was so popular. Some say it was his voice, while others say the poems he wrote and shared on-air were the reasons why so many people tuned in.

Legendary songstress Gladys Knight reminisced how she and her cousins, The Pips, would sit out on their front porch and listen. It was like every house – every car radio – was listening to Leon The Lover!

When Leon made personal appearances or played records at a club, lines for entry circled around the block. Modestly, Kennedy laughs, “It wasn’t just to

Leon Isaac Kennedy

American actor, disk jockey, film producer and playwright

see me; on any given night. Dennis Edwards or the great David Ruffin from The Temptations might sing and my dear friend, Stevie Wonder – judged Leon’s Pretty Leg Contest. Living and DJ’ing in Motown, I made lifelong friends in a slice of time and history that can never be replicated,” he said.

Still pursuing his dream, Kennedy moved onto Washington, D.C. doing both radio and television.

TV One’s Cathy Hughes remarked, “Leon, with his great talents and Lover’s Lane, took Black radio to a higher level of class and talent.”

Kennedy took on Houston, Texas next, wherein he hooked up with one of his mentors and great friends, Disc Jockey Extraordinaire, Mike Payne.

Not content to be just an on the air personality, Kennedy and Payne wrote, produced and co-hosted “Outta Sight!”

Kennedy was the driving force that syndicated this “Laugh In” type of comedy show. Think: “In Living Color,” only 20 years earlier. Always the pioneer, Leon again made history. Prior to “Soul Train” it was Kennedy with “Outta Sight” that had the nation’s first Black Syndicated TV Show.

His last stop as a disc jockey was Hollywood. Yes, still following his plan, Kennedy finally worked his way to The City of Dreams.

Each month, Urban Call Briefs covers subjects that provide readers of OTC Beauty Magazine with information on multicultural consumers, Hispanics and African Americans, who are the fastest growing consumer segments in the U.S. The mission of this column is to build a bridge of communications and information between manufacturers and retailers and the ethnic consumers they wish to serve better. The column offers resources covering marketing, retail merchandising, consumer research, purchase behavior, fashion and beauty trends, industry events and people, trade association news, new product launches and a potpourri of information designed to help the readers make intelligent decisions about the customers they serve. Urban Call is a registered trademark of Segmented Marketing Services, Inc. (SMSi). For more information, call 336-759-7477 or visit www.segmentedmarketing.com.

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The preceding article is the property of SMSi – Urban Call Marketing, Inc. and may not be reproduced without written permission from the author.

Children’s Hair Products

When moms are shopping for themselves, they will undoubtedly be shopping for their little ones, as well. Whether they need a detangling product for their tots or a hairdress that will encourage hair growth, your store needs to be prepared to accommodate their needs. Unsure of what to purchase? Here are five hot-selling Kid’s products available through Jinny Beauty Supply.

1

Pink® Kids Detangling Spray LR687

The biggest challenge of caring for textured tresses on our little ones is detangling. Those beautiful curls and coils don’t come without pesky tangles though. That’s why parents adore the Pink® Kids Detangling Spray. Infused with Provitamin B5, it is designed to moisturize medium and fine curly tresses and provide the best slip for easy detangling.

Highlights

• Oil-Infused

• Sulfate-Free

• Leave-In Conditioner

2

Baby Don’t Be Bald

MMR65246

When hair growth is the name of the game, your shoppers can’t get enough of Baby Don’t Be Bald. Not only does this product claim to stimulate hair growth –for children and adults – but it also does so without the harmful chemicals. Perfect for nourishing the scalp, it can be applied multiple times a day, if desired.

Baby Don’t Be Bald MMR65246

When hair growth is the name of the game, your shoppers can’t get enough of Baby Don’t Be Bald. Not only does this product claim to stimulate hair growth – for children and adults – but it also does so without the harmful chemicals. Perfect for nourishing the scalp, it can be applied multiple times a day, if desired.

ORS Olive Oil Girls Fly-Away

Taming Gel ORS19151

There’s nothing worse than an adorable hairstyle being ruined by pesky fly-aways. That’s where the Olive Oil Girls Fly-Away Taming Gel comes in. It controls fly-away hairs around the nape of the neck and hairline and smooths ponytail. The result: a happy youngster with a polished hairstyle.

3 5 4

Taliah Waajid

Berry Clean Three-In-One BE51136

Shampooing no longer has to be a chore thanks to the Berry Clean Three-In-One. Thanks to its special formulation of herbal extracts, this product can cleanse, soften and condition in one easy step, making wash day just a tad less stressful.

By Briana Lockman

Just For Kids

The month of September means it’s time to head back to school! Restocking on everything from books, pencils and paper can put the more exciting aspects of this time of year on the back burner. Adjusting back into a busy schedule and daily routines are all apart of welcoming a new school season. Chances are, the little ones may not be thrilled about hitting the books again, but they probably are hoping to return to class in style with the latest outfit and hairstyle trends. Thankfully, EDEN BodyWorks is here to help! The #EDENKids collection was designed to help kids achieve their hairstyle goals with one line, all while keeping their parents from breaking the bank or committing a ton of time to figure out what will work best for their child’s hair. The Kids collection consists of five natural products that will help complete a healthy and steady hair regimen from start to finish. What do the products contain? The main ingredients responsible for all

of the goodness in this collection are Coconut Oil, Shea Butter, Aloe Vera Leaf Juice, Sweet Almond Oil, and Avocado Oil, to name a few. They work together to provide nourishment, moisture, and of course, great styling!

Why was a separate line created for kids? All of EDEN BodyWorks’ products are made carefully with natural ingredients that are gentle enough for all hair types. However, it is no secret that children tend to like having something they can call their own. Parents are also often looking for products with a little something extra to make styling quicker and easier, especially when it comes to washing and detangling kids’ hair. Because of this, the #EDENKids collection came to be! It is sulfate, paraben, and cruelty-free, not to mention tear-free to make shampooing less of a hassle. The collection also has fun, colorful packaging and a sweet berry scent that little ones (and their parents) are sure to fall in love with!

The first step of the collection is the COCO Shea Berry Detangling Shampoo. As the name suggests, this product helps make wash day a breeze by simplifying the detangling process. It gently cleanses the scalp without drying out the hair or causing knots or tears if any happens to get near the eyes. Next, follow up with the COCO Shea Berry Leave In Detangler. This product is the ultimate time and effort-saver! It acts as a conditioner, which means it adds great nutrients to help moisturize the hair, but it was created to be left in the hair for continuous conditioning, so there’s no need to rinse. It also delivers excellent slip and natural oils that aid tremendously in combing out the knots and tangles with ease. It works wonders!

humidity-resistant formula and has a thicker creamy consistency. It helps add control and shine, with a soft, touchable finish.

Finally, we have a fan favorite from the Kids collection - the COCO Shea Berry Smoothing Gel. Achieve a flexible hold with this natural smoothing gel. It serves as the perfect accessory for textured hair, sleek ponytails, and curly do’s to help control frizz, enhance shine, and add definition without crunching or flaking. It is a great style finisher!

For additional moisture, especially for tresses prone to dryness, there is the COCO Shea Berry Moisture Milk. The Moisture Milk is a lightweight cream moisturizer that can be applied thoroughly to the hair for extra hydration. For children with looser curls or waves, it can even be used as their sole one-stop styling product, providing enough moisture and definition alone to achieve their favorite hairdos. Tighter curls and coils will most likely want to take it a step further for higher definition with the COCO Shea Berry Curly Creme. Enhance curls and waves while taming frizz and flyaways with this product. It has been crafted with a

Meet Briana

Whether the new back-to-school style trends consist of puffs, twists, braids, or something in between, the #EDENKids products will not disappoint in helping to achieve them! The best part about the collection is that while it was designed especially for little ones as young as 5 years

old, the products also work amazingly on adult’s hair; so, parents can use the Kid’s line too, if desired. It also doesn’t hurt to keep in mind that each item mixes well with all of EDEN BodyWorks’ other collections too.

Add a little fun to this year’s back-to-school season by picking up the #EDENKids collection! You will not be disappointed!

Hailing from Sewell, New Jersey, Briana Lockman is a graduate of Rutgers University in New Brunswick, New Jersey, where she received a B.A. in English and Entrepreneurship. Upon graduating from Rutgers, she obtained the position of Digital Marketing Coordinator, which transitioned into the role of Assistant Marketing Manager for EDEN BodyWorks. Briana lends her writing skills to their weekly blog, aids in product development, creates digital campaigns and email blasts, coordinates partnership outreach, and more!

CLIPPER TIPS

Sponsored by Andis Co.

Select Blades for Distinctive Cutting

by Kenny Duncan

Small details within the finished look of a haircut can create a barber’s signature style that’s both distinctive and desirable. For instance, a back of the head fade style I like to create is more distinctive because of the specific blades that I use. Although fades are very popular, there are many other portions of a haircut that can benefit from the use of certain blades.

Overall, you have a wide range of blades to choose from when using a detachable blade clipper – many of which are designed for a specific purpose – and this article will highlight my top five blade set recommendations that should be kept in stock for distinctive haircutting.

1-1/4, 1-3/4 and 2-3/4 Detachable Blades – The latest trends in men’s hair in urban areas call for tapered cuts with wavy crowns. Depending on the size of the curl pattern, any of these blade sets will give the most distinctive and desirable haircut. When a client’s hair is short and coarse, use the 1-1/4 blade set. If their hair is longer with a larger curl size pattern, go with the 1-3/4 or 2-3/4 blade set depending upon your client’s preference.

Outliner® Blade – Of all the specialty Andis® blades, the Outliner blade is hands down my most used and favorite one. I use it to dry shave and to clean the lower portion of bald fades. The Outliner clipper blade is a valuable asset for any barber that walks into your retail store, especially those that cut bald fades. The best distinction achieved with using this blade is that the client receives a more comfortable dry shave over a straight razor.

Medium Ceramic Cutter blade – I love to use the Andis CeramicEdge® Medium Cutter blade on my Andis UltraEdge® Outliner blade to help increase client comfort. Because I use my Outliner blade so often, the extended use builds up heat, therefore, I like to upgrade to a ceramic cutter. The CeramicEdge Medium Cutter blade reduces the heat and allows for smoother haircutting. Another great benefit is that when paired with the Outliner blade, the number of teeth allow for more hair to be grabbed with tension; delivering a clean and precision trim and dry shave.

For more information about detachable blades visit andis.com today.

Kenny Duncan is a nationally known barber, stylist and educator, as well as co-owner of a 12-chair salon— Main Attraction Unisex Salon— based in Philadelphia. He is the barber for several Grammy Awardwinning artists and has toured the world as the barber for the Lady Gaga production team. Kenny’s styling work has also appeared in films such as “Fantastic Four” and “Creed” starring Michael B. Jordan. He is currently the Lead Educator for Andis Company.

JBS Beauty Club has all your accessory needs with necklaces, earrings, scarves, sunglasses, etc. Stock your store with only the best from JBS. As part of the largest beauty supply distributor, you can always buy items by the piece and at great prices. For more information, call 800361-0786 or visit them at 4300 Northeast Expressway, Doraville, GA.

THERAPY TRENDS

Beauty Building Blocks

By Elayne McClaine

As the body ages, there is a need for reconstruction and refurbishing, both internally and externally. Consumers attempt to diet, exercise and partake in food and supplements to rebuild internal systems. They lather on oils, creams and ointments to penetrate and rejuvenate. However, over the last 10 years, scientists have produced supportable claims for the benefits of nutricosmetics on anti-aging, wrinkle reduction and skin protection. Nutricosmetics are consumed orally. Whether they are referred to as Beauty Pills or oral cosmetics, the results are real. Nutricosmetics rebuild by reducing wrinkles by fighting free radicals generated by solar radiation. Antioxidants are also utilized to deliver exceptional results. Nutricosmetics are the true building blocks to anti-aging. They can be consumed as pills or liquids. As the body’s ability to produce collagen, elastin decreases, the skin will wrinkle and sag. Coenzymes which are produced naturally in the human body and found in every cell and tissue can be diminished due to aging and stress. Nutricosmetics are ingested to support the structure and function of the skin, regenerate cells, protect against disease and even support weight loss.

The best-known antioxidants are carotenoids and polyphenols. They provide shelter for the skin by controlling and reversing the effects of biochemical reactions to the environment and by giving anti-inflammatory protection from ultraviolet radiations.

The efficacy of natural ingredients or ingestion of beauty supplements has traditionally been dismissed. Skeptics may have protested that the benefits as not visible or sustainable. Consumers, especially OTC consumers, are more familiar with holistic remedies and wellness concoctions. Shoppers are now more familiar with the names of beta-carotene, probiotics, lutein and CoQ110, and Omega fatty acids. The ingredients used in nutraceuticals and cosmeceuticals have been used topically. They have been publicized in foods and smoothies. Nutricosmetics can be the mortar used to expedite and strengthen the process.

Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skincare and other consumer categories for such firms as Chesebrough-Pond’s, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments for hair, skin and scalp led to the creation of the Women’s Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence. ESME Market Specialists, LLC consults with firms that require expertise in strategy development, multicultural marketing and account planning. For more information, visit www.esmemarketspecialists.com.

in-cosmetics Korea gave its heart and Seoul with biggest show to date

Over 9,000 visitors and 294 exhibitors gathered in Seoul for Korea’s only event dedicated to personal care ingredients

in-cosmetics Korea celebrated a very successful show last week, with personal care professionals from across the country seeking out inspiration for novel beauty products that will keep the K-beauty phenomenon growing around the globe.

Over three days, 9,044 personal care professionals – an annual increase of 29% - joined the event which put the booming Korean market in the spotlight and celebrated the biggest Innovation Zone in its history. Demonstrating its continued importance to the global personal care industry, brands such as L’Oréal, P&G and Dior were all in attendance.

However, with South Korean chemists formulating some of the most ingenious products over the last few years, such as oxygen bubble masks, the majority of visitors (88% of the total) hailed from within the country, representing brands such as AmorePacific, LG and Aekyung. They benefited from the extensive programme of informative technical seminars and inspiring consumer trend presentations on everything from how Halal beauty is redefining the Asian cosmetics market to new beauty innovations in the Japanese market.

International and homegrown exhibitors

Visitors to this year’s show were rewarded with more exhibitors than in previous years. A total of 294 suppliers including Dow, Evonik Specialty Chemicals, Lubrizol, Nouryon, SEPPIC ASIA and SK BIOLAND showcased their latest advancements, with 63 joining the show’s enviable line-up for the first time, showing an allimportant insight into the industry’s future ingredients.

One of the most talked about areas of this year’s show was the K-Beauty Inspiration Zone, that helped visitors better understand the country’s impressive formulation expertise. Showcasing new products that are driving the market forward as well as future trends affecting the Korean market, the new area encapsulated key aspects of the “Korean wave” including strategic information about the positioning of K-Beauty products around the world. During a live demonstration, official partner Mintel presented an insightful talk on 20 future beauty trends that will affect K-Beauty such as chemophobia and clean beauty.

The K-Beauty Inspiration Zone was also supported by specialist consultancy and media partner, The K-Beauty Science. It revealed Korea’s top ten best-selling items, alongside ten of the latest products that have disrupted the market so far this year.

Patrizia Blago, a visitor from Equivalenzia, a Spanish cosmetic manufacturer said: “I came to discover new trends coming to Europe soon. The show, as well as the K-Beauty Inspiration Zone were very inspiring.”

The biggest Innovation Zone

The Innovation Zone at this year’s event was officially the biggest that the show has ever seen, led by 34 trend-driving ingredients launched within the last eight months. Among those attracting the most interest were launches from Dow Chemical, Gattefossé, Givaudan Active Beauty, IFF-Lucas Meyer Cosmetics, KCC, LUBRIZOL, Rahn and Res Pharma Industriale.

Bolstering its reputation within the local market, Korea was well represented amongst debuting exhibitors including the likes of Astech, Gaon Chemicals, Neo Chem and Ziko. A host of international suppliers from around the globe also exhibited for the first time at this year’s show, including Laboratoire Expanscience and Laboratoire Soniam representing France, as well as Blue Diamond Almonds from the United States and Granasur from Chile.

Focus on K-Beauty

The Innovation Zone was located in the centre of the exhibition, acting as a pivotal setting for R&D professionals to identify the most inspirational ingredients and product concepts. The experiential zone allowed visitors to see, touch, feel, test and be inspired by a number of formulation prototypes on display, such as Dow Chemical’s DOWSIL™ 3903 Liquid Satin Blend, a mixture of a high molecular weight polymer with unique rheology and texture in quick dry carrier fluid, Isododecane.

The in-cosmetics Korea 2019 Awards

in-cosmetics Korea hosted another highly regarded awards ceremony at the Innovation Zone on 27 June, with all entries judged by an independent panel of judges including You Ah Kim from Kolmar Korea, Belinda Carli from the Institute of Personal

BEAUTIFUL HAIR STARTS AT

THE ROOT.

HAIRCARE WITH SOOTHING OAT AS THE FIRST INGREDIENT.

Industry News

Continued in-cosmetics Korea

Care Science, Mike Sohn from KCII and Chaewon Lee from BEAUTYSTREAMS.

The Innovation Zone Award was split into ‘active’ and ‘functional’ categories, to celebrate the most pioneering new ingredients that combine innovative science and beneficial product features.

The Gold Innovation Zone Award for active ingredients went to Givaudan Active Beauty for its Agefinity™ product. IFF-Lucas Meyer Cosmetics won both the Silver and Bronze awards for active ingredients, with SKINectura™ and IBR-UrBioTect™ respectively.

Res Pharma Industriale scooped the Functional Ingredient Gold Award for its Moripure® Silk Aqua ingredient. A worthy runner up, Gattefossé took the Silver award for its Emulium® Illustro ingredient, while LUBRIZOL secured the Bronze award for its product, CARBOPOL® AQUA SF-3.

Shining a spotlight on the industry’s best newcomers, the ‘Rising Star Award’ was given to newcomer, PnP Biopharm Co. Ltd. The company was recognised for its expertise in the field of protein production and engineering, with products including Cellcurin Hair Ampoule, Protectide, Actinidin and Rubysco Moisturising Cream.

Educational seminars

A three-day educational programme offered visitors key market insights, giving companies the industry intelligence to tap into trends and opportunities in South Korea and the wider Asian region as well as globally.

In ‘Decoding the latest Chinese cosmetics regulations: filing policy and cosmetic supervision & administration regulations (CSAR)’, Jason Chan from REACH24H Consulting Group explained the difference between filing and registration, and the effect current regulations have on cosmetic companies. Sachi Kimura of Euromonitor International utilised statistics and consumer insights to explore similarities and differences between regions in Asia, such as changes in consumer purchasing behaviour and the rise of male grooming.

Florence Bernardin from Information et Inspiration led a session on ‘The new beauty innovations in the Japanese Market’, highlighting a shift towards simplicity, minimalism, natural and organic. Focusing on Indonesia and Malaysia, Florence returned on the second day to discuss ‘How Halal Beauty is redefining the Asian cosmetic market’, explaining how these dynamic markets are redefining beauty as local, halal or Insta-friendly.

The Marketing Trends & Regulations Theatre also included Korea as the key subject of four tailored presentations, including ‘Korean Advertisement Regulations’ delivered by SooYoung Chin from Chin Soo Young Consulting. Mike Sohn from the Korea Cosmetics

Industry Institute presented a case study on ‘Korean cosmetic brand strategies in China’, looking particularly at the Chinese market – with a focus on policies, consumers and distribution – and how K-beauty brands can comply as China reframes regulations. In a session on ‘US beauty consumers’ expectations of K-Beauty’, Denise Herich from The Benchmarking Company revealed original research into purchase motivators, product assortment, ingredients and benefits, plus insights into how Korean brands can grab the attention of US beauty shoppers. Finally, a session from Sumit Chopra of GlobalData evaluated ‘innovation trends and opportunities in the South Korean haircare market’, including the ingredients, textures and individualism that are driving the market.

Leading experts delivered a series of Technical Seminars on new approaches to product development processes, including Nam Kyoung Kim from Radiant Inc who spoke about advanced skin rhythm based on microRNA and circadian rhythm, and Jin Xie frim Bloomage Biotechnology Corp who examined solutions for mild repair, skin barrier protection. Other experts included Junseong Gwon from Spec-Chem Industry who addressed the application of peptides in cosmetics, and Fanny Tanaka from SEPPIC Asia who highlighted sustainable marine sourced waters for ecoresponsible cosmetics.

A series of educational seminars, organised by the Foundation of Korea Cosmetic Industry Institute, also shone a spotlight on Ingredients Regulations, Science and Technology. The first case study focused on new ingredients in the industry, a nextgeneration ceramide promoting the maturation of the skin barrier, a photonic crystal-based functional ingredient and a natural, safe and preservative-boosting humectant. The second case study examined current issues in the industry including problems surrounding the Nagoya protocol, the importance of safety management systems for all cosmetics and the safety requirements for natural cosmetic ingredients.

Sarah Gibson, Exhibition Director, in-cosmetics Korea, commented:

“The Korean cosmetics market is experiencing continuous growth, which makes it a really exciting time for the industry. The momentum was certainly recognised at this year’s show with record numbers of visitors, exhibitors and some of the leading players in the industry present. We are passionate about bringing together the very best in the industry on an annual basis and are incredibly proud to deliver our biggest Innovation Zone to date, offering unrivalled insight into the suppliers, trends and ingredients of the future.”

in-cosmetics Korea 2020 will return on 17-19 June at Coex Exhibition Centre, Seoul.

For more information and to receive the latest updates, please visit https://korea.in-cosmetics.com

From building connections to discovering the latest innovations – incosmetics Latin America offers something for everyone this September

R&D professionals from across the beauty and personal care industry will converge on São Paulo this September for the return of in-cosmetics Latin America. Curated with the industry in mind, the premier event in the region’s beauty ingredients calendar attracts thousands of personal care professionals – each with a different purpose for visiting the show.

Consumers in Latin America are highly engaged with beauty and personal care, and are increasingly open to trying innovative beauty products, according to Mordor Intelligence. During the two-day in-cosmetics Latin America event, chemists and marketers will be looking for inspiration that will enable them to develop novel new ideas that capitalise on growing demand for vegan, organic, and natural beauty products that mitigate the harmful effects of pollution, sun, dust and harmful ingredients.

To help attendees make the most out of their time at the show, a series of profiles have been created to help personal care professionals meet their at-show objectives; whether that’s learning from industry experts, targeting new suppliers, building opportunities to do business or connecting with new contacts.

Learn from the experts

in-cosmetics Latin America’s educational sessions offer attendees a place to gather inspiration and gain invaluable knowledge from some of the leading experts in the business. For instance, the show’s free-to-attend Marketing Trends theatre will feature leading experts such as Fabiana Munhoz, Head of Advanced Research at L’Oréal Brazil, and Andrea Bisker, Head of Stylus Brazil, who will head up sessions on sustainable innovation and emerging trends.

Mintel’s Beauty & Personal Care team will also run a series of daily demonstrations at the event. Over the two days, it will work with a number of exhibitors to demonstrate innovative, finished products that will help attendees identify unique new formulations that tap into the latest trends.

A place to target, build and reconnect

For attendees looking to drive business opportunities, identify and meet key suppliers or reconnect with existing business partners, in-cosmetics Latin America’s My Event tool enables attendees to plan their time at the show, before the doors open. With over 90% of the world’s leading suppliers of personal care ingredients in attendance, including Ashland, Cargill Beuaty, Clariant, Dow Brasil, DSM Evonik Gattefosse, Givaudan Active Beauty, Mibelle

Biochemistry and Sensient Cosmetic Technologies, visitors are invited to find and connect with exhibitors using the platform to search by product, company activity, country (and more) to find those relevant to their business.

Meet new contacts

While the Exhibitor Directory and My Event tool enable attendees to find and connect with exhibitors, discovering innovative new businesses continues to be a major attraction for attendees heading to the show, and there is no better place to find new suppliers than the show’s Innovation Zone.

Ingredients featured here all have launched in the eight months prior to the show, making them some of the newest on the market. During the event, attendees can join an exclusive series of demonstrations that will reveal how these innovative products are produced. For example, Givaudan Active Beauty will present its Micro-Encapsulated Stabilised Retinol, while IFF Lucas Meyer Cosmetics will walk visitors through its Senso-Active Textures with Phospholipid-based Emulsifiers.

Explore the show floor

Helping visitors explore the show floor are popular features such as the Spotlight On area, where attendees can discover and test the hottest trends currently influencing the Latin America personal care market. This year it will home in on three topics: Haircare Actives – exploring the ingredients that deliver tangible benefits to haircare and styling formulations; Skincare – taking a closer look at ingredients that protect and help prevent skin ageing; and Formulation – ideal for formulators who want to source the very latest innovations.

in-cosmetics Latin America, Event Director Daniel Zanetti said: “in-cosmetics Latin America really does cater for everybody. However, we know that the majority of our attendees join us to see as much of the show as possible – from the different show features, product innovations and to meet new contacts. By concentrating on our interactive features, such as the Innovation Zone, Marketing Trends and Spotlight On, they can discover the latest trends and new product innovations. By delivering on every possible business need, we can help our attendees meet their own business objectives.”

For more information and to receive the latest updates, please visit https://latinamerica.in-cosmetics.com/register

in-cosmetics North America extends focus on New Product Development

New technical advisors and partnerships strengthen ties with North American market Product Development

As the largest beauty market in the world, US cosmetics brands are constantly looking to create and innovate through the use of new technology and ingredients. It’s this approach that has put the region on course to achieve record sales of $90bn by 2020 – a 45% growth over the last decade[i]. And as formulators and marketeers begin planning for the next wave of products that leverage the latest trends, in-cosmetics North America returns to New York City with a program set to inspire the best minds in the business.

Paving the way forward are make-up and premium offerings with prestige beauty, in particular, registering massive rises. But across the sector there is category disruption taking place that is changing the way the industry operates and how consumers interact with new beauty. Revolutionary new concepts, technologies and experiential retail are radically altering the whole product supply chain – from development to final use – meaning brands must engage with these trends to ensure they stand out from the crowd.

It is against this backdrop that in-cosmetics North America returns from 23 - 24 October, providing an ideal opportunity for companies to immerse themselves in all angles of the new product development journey. The interactive exhibition brings together personal care suppliers with chemists, marketeers and indie brand owners, each looking to make the connection between the micro-trend and the macro consumer need.

Mark Chandler, president of ACT Solutions Corp and Prestige Clinical Instructor at the University of Toledo – College of Pharmacy and Pharmaceutical Sciences, is the new in-cosmetics North America technical advisor. He commented: “This show delivers an opportunity for visitors to learn, test and evaluate the latest ingredients suitability for new finished products. To win in this competitive climate, brands need to throw out the old rule books and ensure they are aligned with current industry trends. That’s why the show is a must for those focusing on new product development (NPD), as it provides all the tools needed to successfully innovate and launch new products to market.”

Also offering a unique local perspective will be Cherie Buziak, founder of Edge LLC, who will be running the Fast Track Marketing: Technology Tours. Created to showcase the best innovations on display at the event, the tours will give marketers the tools

to maximize their time at the event and connect them with the best suppliers who can help them meet their current and future requirements.

A key premise of in-cosmetics North America is engaging professionals throughout the product development cycle; there is an extensive Marketing Trends program which provides insight into the latest themes, facts and figures influencing consumers. Topics confirmed for this year’s program will address where consumers shop for beauty products, led by Euromonitor International; Neurocosmetics and emotions in beauty with Neuroscientist, Dr. Claudia Aguirre; the rise in CBD and the factors driving consumer interest in the CBD-cosmetics space with HEXO, a major player in the cannabis market; while leading global design and innovation company, Seymourpowell will explore the next 10 years of macrotrend influences.

Also returning to the event, a program of Technical Seminars will delve into the practical and technical elements of how new ingredients can be used in new product development; the Formulation Lab provides hands on training for current and budding formulators while the Innovation Zone, Make-up Bar and Sensory Bar provide samples of new materials to inspire the next generation of NPD. And the eagerly anticipated and hotly contested Formulation Challenge will also return this October.

Commenting on this year’s exhibition, event director Daniel Zanetti said: “We expect exhibitors and visitors at in-cosmetics North America will notice a clearer synergy this year between the visitors attending the show. We have spent the past three years successfully building the event’s profile and widening its appeal to everyone from major cosmetics brands to emerging indie brands.

“We are primarily a North American event focused on driving business opportunities, and provide insights, information and intelligence to the local and regional market. With the help of our new advisors and partnerships, we are aiming to broaden our appeal across the regional NPD value chain.”

in-cosmetics North America will take place at the Javits Center in New York from 23-24 October 2019. For more information, please visit http://northamerica.in-cosmetics.com

JD Beauty CEO Passes Away

Jeffrey Davidson, Chief Executive Officer of J&D Brush Co., LLC (“JD Beauty”) and Goody Products, Inc., passed away on Saturday, July 6. He was 60 years old.

The New York Daily News reported that this tragic loss was due to a motorbike accident in Midtown, New York. The cause of the incident was unknown as of Sunday, July 7.

Davidson, a hair industry leader, joined JD Beauty in 2013 as Chief Strategy Officer and was later appointed Chief Executive Officer in July 2017. He oversaw JD Beauty – whose brands include WetBrush, BioIonic and Ouidad – and guided its growth into a global branded company. It became one of the fastest growing hair beauty businesses growing tenfold since 2013, according to the Beauty Industry Report. In March 2019, he directed the sale of JD Beauty to ACON – the owners of Goody – in March 2019 and took on the role of Chief Executive officer of the two combined

companies.

“We are deeply saddened by this tragic and unexpected loss,” said Gary Dailey, Chief Financial and Operations Officer of JDB/ Goody and Francesca Raminella, Chief Commercial Officer of JDB/Goody via a statement to Beauty Industry Report. “Jeffrey was a passionate, smart, dynamic and above all, a caring leader. We will miss him not only as a business partner but as a dear and good friend. The JDB/Goody team will continue executing Jeffrey’s vision as we strive for excellence and success.”

Ken Brotman, Founder and Managing Partner of ACON said, “We are heartbroken by Jeffrey’s passing. We truly admired him and backed him and his plans. Jeffrey was passionate about his work and he built a strong team together with Francesca and Gary who we believe will succeed in executing his vision for the combined companies. Our confidence in the future remains steadfast. We are proud to have called Jeffrey our partner and friend. We will miss him greatly.”

Gary Dailey and Francesca Raminella will lead the company during this time of transition.

Fond memories and expressions of sympathy may be shared at bernheimapterkreitzman.com for the Davidson family.

Transom Capital Group Acquires Liquids Division from Conair Corporation

STAMFORD, Conn., July 09, 2019 (GLOBE NEWSWIRE) -- Transom Capital Group (“Transom”), a leading operations-focused middle market private equity firm, today announced it has acquired Conair Corporation’s professional liquids division. The division will be renamed as Beauty Quest Group (the “Company”).

Beauty Quest Group is a leading integrated manufacturer and marketer of branded and private label hair care, color and styling products to professional salons and specialty retailers. The Company sells a wide range of hair care products including Aquage, RUSK and One ‘n Only, as well as private label brands for leading retailers. In addition, the Company provides contract manufacturing services to other leading marketers of hair care and other topical products.

“We’re thrilled to add Beauty Quest Group to the Transom portfolio,” said James Oh, Partner at Transom. “The Company’s impressive leadership, portfolio of brands and comprehensive manufacturing capabilities provide a unique value proposition to its customers in an industry with strong tailwinds. We look forward to taking the business to the next phase of growth and providing strategic focus as a standalone company.”

“I’m proud to be leading the team of this great company we now call Beauty Quest Group, a name that blends our legacy of

success with a quest to take the Company to another level,” said John Costanza, CEO of Beauty Quest Group. “We’re excited to work with Transom Capital and put our entire team on a new path to prosperity.”

Latham & Watkins LLP acted as corporate legal advisor and Perkins Coie LLP acted as the financing legal advisor to Transom. Cerberus Business Finance provided the financing for the transaction. Sawaya Partners, LLC acted as financial advisor and Paul, Weiss, Rifkind, Wharton & Garrison LLP acted as legal advisor to Conair Corporation.

About Transom Capital Group

Transom (www.transomcap.com) is a leading operations-focused private equity firm in the middle market with more than $500M in assets under management. The firm’s functional pattern recognition, access to capital, and proven ARMOR Value Creation Process combine with management’s industry expertise to create improved operational efficiency, significant top-line growth, cultural transformation and overall distinctive outcomes. Transom is headquartered in Los Angeles, California.

Industry

Ampro Industries, Inc., Acquires Legendary Brands of Keystone Laboratories, Inc.

MEMPHIS, Tenn., June 25, 2019 /PRNewswire/ -- Ampro Industries, Inc., a leading manufacturer of hair, skin, and personal care products for the multicultural consumer announced today the acquisition of Long Aid®, Ultra Glow®, Better Braids®, Better Locks®, K7®, Apex®, & others brands from Keystone Laboratories, Inc.

Since 1926, Keystone Laboratories has been a celebrated manufacturer of hair and skin care products. Like Ampro, Keystone began within steps of Memphis’ famous Beale Street. “We believe the similarities that exist between ourselves and Keystone make the acquisition of their legacy brands a perfect fit,” says Melanie RudnerHerron of Ampro. “We are committed to meeting our customers’ needs by manufacturing quality products for an affordable price.”

“Through these additional brands, we will expand our skin care offering and further our reach into the textured hair community. We promise to continue the Memphis tradition and provide our consumers with high-quality products they can trust.”

The Ampro family of products includes over 30 unique hair care items including the Ampro® Pro Styl® Protein Styling Gels, America’s Number One selling protein styling gel, as well as its award-winning line Shine ‘n Jam® conditioning gels.

Through the acquisition of Keystone’s brands, Ampro adds to its catalog even more products its consumers regard as staples. Using its team of highly skilled research and development professionals, Ampro executives promise that the quality loyal consumers have come to rely upon will continue. “We are excited about this new chapter in our company’s story,” said Jonathan Rudner of Ampro.

Operating out of their state-of-the art manufacturing facility in Memphis, dozens of Ampro employees are already hard at work making sure the pipeline to consumers isn’t disrupted. Ampro boasts one of the highest fulfilment rates in the industry and they plan to keep it that way. Company president, Jack Sammons says, “On behalf of everyone at Ampro Industries, we are thrilled about this gain and welcome the consumers of these wonderful brands to the Ampro Family with open arms. We have a proven reputation known widely across the industry, and we look forward to continuing to build on our legacy.”

For more information on Ampro Industries, Inc., visit www. amprocorporate.com.

About Ampro Industries, Incorporated

Ampro Industries, Inc. is a Memphis-based manufacturer of multicultural hair care and beauty products focused on the personal care needs of its consumers. Ampro is committed to delivering reliable, top quality hair and skin care solutions for multi-cultural consumers. Ampro products are available in mass market and beauty supply outlets throughout the United States, Canada, the Caribbean, Europe, Africa and South and Central America.

• FASTER & EASIER APPLICATIONS

• NO SPECIAL TOOLS NEEDED (FOR EXTENSIONS)

• STAYS ON LONGER & STRONGER (THAN OTHER COMPETING PRODUCTS)

• DRIES FAST & CLEAR • WATER & OIL RESISTANT

• IN ALUMINUM TUBES FOR INDEFINITE SHELF LIFE

• NEW DISPLAY BOX

in-cosmetics Global celebrates ‘Best International Show Europe’ award win

The world’s leading cosmetics and personal care ingredients show, in-cosmetics Global, has won the highly coveted ‘Best International Show Europe’ award at the annual Association of Event Organisers (AEO) Awards.

The illustrious event - which took place at Grosvenor House, London on Friday, 14 June 2019 - recognises and celebrates the very best achievements and standards of excellence from event organisers, venues and suppliers within the industry. in-cosmetics Global scooped the award for its 2018 edition, which took place in Amsterdam.

personal care ingredients event in the world. A total of 773 suppliers exhibited at the award-winning show, which took place in Amsterdam for the first time in 10 years,

At the event, in-cosmetics launched its now famed ‘silent’ R&D Tours that focus on highly topical subjects. Led by a leading technical consultant and cosmetic chemist, participants use wireless headphones to listen to information about ingredients and technologies being launched at the show. The initiative complemented the world-leading educational programme and interactive, hands-on Formulation Lab, providing a perfect combination of activities to deliver information about new trends and ingredients.

The 2018 event attracted 9,392 unique visitors, including R&D professionals from Unilever, Estée Lauder, Coty, L’Oréal, Procter & Gamble and Johnson & Johnson. The figure represented a 7% year-on-year growth, with international attendance increasing by 19% to account for 88% of all visitors – confirming in-cosmetics Global’s position as the most important and well attended

Roziani Zulkifli, Event Director at in-cosmetics Global, said: “We are incredibly proud to win this prestigious award, which cements our reputation as the world’s leading event for inspiration, education and networking in the personal care industry.

“We are always striving to bring fresh ideas to the event and improve our show experience for all attendees, so it’s a real coup to be rewarded for our efforts.”

The 2019 edition of the event took place in Paris this April, with record numbers of cosmetic chemists and marketers joining the show – 31% more than the award winning 2018 show. The event moves to Barcelona in 2020 when it will run from 31 March – 2 April.

For more information visit the show website: http://www.incosmetics.com.

(RR21931, 21933, 21934, 21930, 21932, 21929, 43663, 21927, 39845, 39766, 39771, 39769, 39771, 39769, 39768, 39832)

SHOW CALENDAR

AUGUST / SEPTEMBER

WHEN WHAT WHERE CONTACT

August 4-5 Keune Foundational Color and Foundational Design, Atlanta, GA keuneeducation.com

August 5 Cosmetologists Chicago: First Mondays Chicago, IL americasbeautyshow.com

August 10-11 BeautyConLA Los Angeles, CA https://beautycon.com/

August 11-12 keune Next-Level Color and Design, Atlanta, GA keuneeducation.com

August 11-13 Strategies MasterMind: Team Service Centerbrook, CT strategies.com

August 17-18 Keune Creative Design and Color, Atlanta, GA keuneeducation.com

August 17-19 Bronner Bros. Mid-Summer Show Atlanta, GA 800-547-7469, bronnerbros.com

August 19-20 Beauty X Capital New York, NY https://beautyxsummit.com/

August 21-22 Indie Beauty Expo New York, NY indiebeautyexpo.com

August 23-25 Aesthetic Everything Beauty Expo Beverly Hills, CA https://aestheticeverything.com

August 24-25 Ubiquitous Expo Washington, DC ubiquitousexpo.com

August 25-26 Keune Next-Level Design Chicago, IL keuneeducation.com

August 25-26 Keune Beyond the Foil Atlanta, GA keuneeducation.com

July 28-30 Cosmoprof North America Las Vegas, NV cosmoprofnorthamerica.com

August 26 Texture Exposed ECRU NY Academy, Fair Lawn, NJ https://www.ecrunewyork.com/classes

September

September TBA Hair+ Summit Atlanta, GA www.hairplussummit.com

September 8-9 Armstrong McCall World’s Fair Hair Show San Antonio, TX licensedtocreate.com

September 8-11 Strategies Incubator Seminar Centerbrook, CT strategies.com

September 14-16 Keune Creative Color Atlanta, GA keuneeducation.com

September 15-16 Keune Beyond the Blade Atlanta, GA keuneeducation.com

September TBA Master Barber Live 2019 West Sussex, United Kingdom masterbarberlive.com

September 15-17 ECRM/EPPS Asian Beauty/Personal Care TBA ecrm.marketgate.com

September 18-19 In-Cosmetics Latin America Sao Paulo, Brazil latinamerica.in-cosmetics.com

September 22 NailPro Sacramento Sacramento, CA nailproevents.com

September 22-23 SalonCentric Discover St. Louis St. Louis, MO saloncentric.com

September 22-23 Keune Next-Level Design Atlanta, GA keuneeducation.com

September 22-23 Keune Ultimate Color Chicago, IL keuneeducation.com

September 23 Contract Manufacturing/Packaging/Logistics for Beauty, Skin & Personal Care EPPS TBA ecrm.marketgate.com

September 28-30 American Assoc. of Cosmetology Schools Annual Convention & Expo Las Vegas, NV beautyschools.org

September 28-30 Keune Color Certification Atlanta, GA keuneeducation.com

Finally, Haircare that’s Proven to Reduce Breakage up to 95%

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Let your voice be heard!

In this segment, OTC Beauty Magazine wants to find out what is important to you, our loyal readers. Posing a handful of questions each month, our goal is to learn through feedback how to better serve you. We ask that you take a few minutes to share your thoughts; write responses on this sheet and mail it back to us, or send it via email.

여러분의 목소리를 내세요! 여러분의 목소리를 내세요! OTC 뷰티 매거진은 소중한 여러분의 의견을 수렴하려고 합니다. 매달 몇 가지의 질문을 통해 여러분의 의견을 듣고, 좀더 발전된 잡지를 만들고자 합니다. 약간의 시간을 내 주시어 여러분의 생각들을 전달해 주세요. 질문지에 답변을 하여 저희 사무실로 보내주시거나 이메일을 보내 주시면 됩니다. (연락처는 이 페이지 맨 밑에 있습니다)

• What are the most sought-after children’s hair care products at your store?

여러분의 매장에서 가장 인기 있는 어린이용 헤어 케어 제품은 무엇인가요?

• How do you merchandise your children’s products?

어린이용 제품을 어떻게 판매하십니까?

• Which kids’ hair accessories are popular at your store?

여러분의 매장에서 가장 인기 있는 어린이용 헤어 엑세서리는 무엇인가요?

When we receive your feedback we will choose a few answers to feature in the next month’s issue. You could be famous just by answering a few questions – simple as that! We look forward to hearing from you and thank you for supporting this publication.

보내주신 답변 중 몇몇을 뽑아 다음달에 기재하도록

Name (성함)

Store Name (상호명) ___________________________________

State (주)

Mail this form to: ( 보내실곳 : ) OTC Beauty Magazine, Attn: Editorial Dept. 3587 Oakcliff Rd. - Doraville, GA 30340

Email: editor@otcbeautymagazine.com

Curl Peace Braiding & Twisting Grip Glaze

HOW TO USE

It’s time to take kid’s braiding, twisting and protective styling game to a new level!

This gentle yet effective grip glaze gently holds braids and twists for longer lasting protective styles. Formulated with safe and healthy ingredients like Flaxseed, Avocado Oil and Black Castor Oil, hair is left nourished, shiny and neat.

Section detangled hair. Using fingers, apply product from roots to ends (a little goes a long way). Braid or twist as desired.