How Should We Sell It?

HOW SHOULD YOU SELL IT?

By Scott Zangwill

GENERAL MERCHANDISE

“In today’s OTC stores, general merchandise is a way that each store owner

or manager can bring in China or USA-made items that are somewhat

unique from store-to-store. Each store can bring in all types of things to

not only offer variety but to increase their profits, as general merchandise

has huge profit margins and can truly stand out when properly placed in

the stores.

The concept of general merchandise can vary from hats, gloves, belts,

scarves, shoes, purses, pocketbooks and socks, as well. These items come in

too many colors and styles to name. You will see many styles, colors, beads,

sequences, and, of course, bling that should be able to satisfy anyone’s taste.

Along with the clothing are a vast assortment of scarves for the winter in

an assortment of wool, winter colors like pastels, golds, whites, silvers, and

reds. Socks also come in an assortment of sizes, colors and thicknesses.

Many of these items have so much color and style. Some have tiger or zebra

patterns, while others have enough bling and rhinestones to blind anyone

who comes into the stores. Pullovers, ponchos, vests and blouses are making their way to the stores, as

well. Compliment these as well with some beautiful belts that are colorful

with studs or gold and silver buckles galore. Gloves and earmuffs are also in

some stores and are plentiful. A beautiful selection of shoes and boots will

also bring more traffic into your stores. Many of these shoes come in many

sizes and nice colors such as red, brown and black. Lastly, add a sunglasses

display, so customers can finish their look.

OTC stores have a great opportunity to use and sell general merchandise

to increase traffic, which will increase sales per square foot and maximize

your space and, most importantly, increase your profits. These OTCs

should continue to bring in more of these items. Their margins are far

higher than those of the wigs and chemicals or natural products.

Be sure to place these items all around the store to ensure that your

customers make their way all-around your stores!”

Meet Scott

Scott Zangwill is the founder and owner of Merchandising Specialists, Inc. His company specializes in getting your new products into the stores very quickly, as he has an excellent rapport with the store owners. Not only do Merchandising Specialists put out POP material, sales sheets, and samples, they are excellent at getting turnover orders quickly, getting the new products into the store and turning detailed monthly reports, as well.

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Healthy Hair Starts with a Healthy Scalp The Royal Oils Collection is designed with an effective ingredient that soothes the scalp and provides long-lasting relief from dryness, itching and flaking. * The products help to balance natural moisture levels for healthy scalp and hair. * Coconut oils leave hair luxuriously moisturized. This unique line of six products was developed to maintain hair and scalp health. The collection is also great for keeping the scalp healthy while wearing protective styles, locs and twists and also for male customers sporting, fades, waves or cornrows. *associated with dandruff

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Respect the Crown Cater to your customer’s textured hair needs with a collection dedicated to soothing long-lasting scalp relief and luxuriously moisturized hair.

KNOWLEDGE TO KNOW

Royal Oils Daily Moisture Scalp Cream This light, fast-absorbing cream nourishes the scalp. Designed for use between wash days, the leave-in formula is free of sulfates, mineral oils and dyes. This product is great for protective styles, twists and locs.

Royal Oils Instant Soothe Scalp Elixir The no-rinse elixir is free of alcohol* and features cooling menthol and peppermint oil to instantly soothe dry, irritated scalp on contact for all day, 24hour scalp and itch protection* . *contains no ethanol

Royal Oils Hair & Scalp Co-wash Unlike your customer’s usual co-wash, this product gently cleans and hydrates her scalp and hair. This moisturizing co-wash removes build up and refreshes from root to tip. As a low-lather product, it’s rich with a fresh coconut scent. It’s also perfect for detangling relaxed and natural hair, making it easy to comb and brush out tangles.

Royal Oils Water Activated Scalp Scrub This unique water activated formula is designed to be used in the shower prior to shampoo designed to remove product build up and renew the surface of your customer’s scalp. It’s great for wash days and is infused with coconut oil, sulfate-free and also dye-free.

Royal Oils Scalp Care Shampoo This fresh coconut scent shampoo cleanses hair and scalp to remove buildup. It’s free of parabens and dyes, with long-lasting odor protection. It also provides your customer with light-weight, long-lasting hydration without fear of stripping away moisture.

Royal Oils Scalp Balancing Conditioner Customers can use this moisturizing conditioner to restore scalp and hair moisture, leaving hair touchably soft and healthy. It’s free of sulfates, parabens and dyes.

KNOWLEDGE TO KNOW

Kid’s Hair Care 101

Easy care for kid’s naturally curly hair is

every parent’s dream. Just for Me has

all the tips your customers need to

learn how to care for the unique

needs of their naturally curly

kids at every stage of their

development.

BABIES: AGE 0-1

When babies are born, their

hair is fine and soft, even if

they will later develop afro-

textured hair. The density,

thickness and texture of a baby’s

hair will continue to evolve up until

the age of 6, when the hair follicle has

reached its final shape in maturity.

TIPS

• Focus should be on the health of the baby’s hair and scalp. • Given the sensitive nature of their hair and scalp, less is more when it

comes to caring for a baby’s hair.

Baby shampoo, food-grade oils like olive or jojoba and a soft baby

brush should be the only tools in a haircare arsenal at this time.

You can shampoo a baby’s hair once every 7-10 days as needed.

Follow every shampoo with a dime-sized amount of a favorite food-

grade oil to seal in moisture.

BABIES: AGE 1-2

Between the ages of 1-2, a baby’s hair may become coarser or denser. Their

texture will continue to change up until the hair follicles reach maturity at During this precious time, it’s important to treat

the hair tenderly as any damage inflicted at

this point could have a lasting effect.

TIPS

• Avoid excessive pulling and

brushing to avoid damaging the

scalp and hair follicles • Try styling their hair in a

highchair to prevent too much

wiggling

Distract a baby with snacks,

coloring books or their favorite

movie to keep them occupied

TODDLER HAIR: AGE 2-6

From ages 2-6, a child’s naturally curly hair is

growing and changing textures.

TIPS • Keep a regular wash day either every week or every two weeks to

detangle and build the hair’s moisture content. Try Just for Me Curl

Peace Ultimate Detangling Shampoo & Conditioner.

Seal in moisture with a butter or cream. Try Just for Me Curl Peace

5-in-1 Wonder Spray, Nourishing Hair & Scalp Butter and Coil &

Curl Defining Cream for lasting moisture.

Maintain the hair’s moisture balance to promote length retention.

Be gentle, and use a wide-tooth comb or fingers to detangle.

KID HAIR: AGES 6-8

At about 6 years old, a child’s true hair type will be in place. It’s important

priority. At this stage, a child is conscious of how they look and will have

opinions and special requests.

TIPS

• When creating ponytails, try using Just for Me Curl Peace Smoothing

Ponytail & Edge Control. This edge control cream will hold the hair in

place and eliminate the need for excessive tightness.

When creating protective styles with cornrows, braids or twists, use

Just for Me Curl Peace Braiding & Twisting Grip Glaze for styles that

last. This product also contains castor oil to help promote healthy

growth. Be sure not to pull

the hair too tight

to protect

edges. Naturally, curly hair will be driest at the ends, so it’s critical to pay

special attention to the ends when applying the product. Try Just for

Me Curl Peace 5-in-1 Wonder Spray, Nourishing Hair & Scalp Butter

and Coil & Curl Defining Cream for lasting moisture.

If a child has multiple hair textures, handle each texture according to

its unique needs. The rule of thumb: tighter curls need more moisture

than looser curls.

KIDS HAIR: AGES 8-10

Between the ages of 8-10, it’s important to build and maintain a child’s curl

confidence. This is also a good age for kids to start learning about how

to care for their naturally curly hair. If you haven’t yet begun teaching a

naturally curly kid how to care for their own hair, you’ll want to have them

watch and practice with supervision and guidance before setting them out

on their own.

TIPS

• Ensure that a child has spent adequate time maintaining their hair

under care and supervision before you allow them to style hair on

their own.

Be sure that a child is clear on the habits that are needed for healthy

hair: ▷ Keeping the hair moisturized; ▷ Being gentle with the hair, especially when detangling; ▷ Limit the use of heat, and when you do use heat, be sure to use a

thermal protectant; and

Using the proper products and techniques to care for their

unique hair type.

For defined, shiny curls, try Just for Me Curl Peace Nourishing &

Defining Slime Styler. Pair it with Just for Me Curl Peace Nourishing

Hair & Scalp Butter for added moisture.

KNOWLEDGE TO KNOW

By Dawn Thompson

Drive Your Textured Hair Sales With These Products

Braids or styles, where three strands of hair are weaved together, are an art and science. The origin of braids can be traced back 5,000 years in the African culture to 3500 BC in the Saharan desert. They were immensely popular among women. “Braiding started in Africa with the Himba people of Namibia, who have been braiding their hair for centuries,” says Alysa Pace of Bomane Salon in Los Angeles.

As we celebrate Black History Month, we know ancient African cave paintings depicted images of women with cornrows, and we know that braids had multiple purposes. Braids could provide messages on a person’s identity, tribe, age, religious beliefs, family lineage, societal status and ethnicity of the wearer. Braids were and are worn by many African and African American women, children and men. This style and cultural messaging have been passed from generation-to-generation with deep roots in African culture and for those with textured hair. To strip people of color from their identity and culture, hair was often completely shaved off. In order to have the hair be able to pass the neatness test and be maintained by slaves, many African Americans turned to braids out of necessity. Thus, the brilliance of braids. Braided styles were practical to keep hair out of the way during work, lasted for extended periods with limited care and could be used to make maps to freedom or carry rice for the next needed meal. Braided hairstyles became everything, representing culture, communication and connection!

Braids in the modern day are seen as a protective style. Many natural hair wearers wear them in some form at least two to four times a year. They have been made popular by celebrities of multiple colors, ethnicities and cultures. Yet, concerns are usually most rooted in not giving credit to their cultural origin and misappropriating their “creation” to people who are wearing them to be “on trend” or for fun.

Braids, specifically cornrows, are used to maintain the health of your hair when worn under hair extensions, weaves or even wigs. This allows you to maintain the length, volume and health of your hair without daily manipulation.

Kuza® Indian Hemp Hair & Scalp Treatment is great for braids and twist styles to seal in moisture and condition your scalp after shampooing and conditioning hair with Kuza® Shampoo and Conditioner that has no sulfates, parabens, mineral oil or phthalates.

Hollywood Beauty® Tea Tree (one of our Hollywood Beauty Hero Oils) aids in keeping your scalp cleaner and is a fungus fighter, so it promotes hair retention and growth with daily use for detangling or to cleanse a dry, itchy scalp while wearing braids or twists.

Hollywood Beauty® and Kuza® Konscious Beauty have many products to help textured hair wearers hydrate, moisturize, seal in moisture, achieve varied looks and celebrate creating beautiful solutions and timeless styles.

Cornrows: The braids typically worn under hair extensions, weaves or wigs.

Classic Box Braids: This style was made popular by 90’s singer Brandy and is often worn in a bob or long, down to the waist.

Bohemian/Feed-In Twists or Braids: This style mixes braided and free-hanging hair. Also, wooden, metal or plastic decorative accents are often added. West African roots are at the heart of Feed-In styles. While this style has been worn by African American women for years, they were made famous by Kim Kardashian, who was questioned for wearing them in a cultural appropriation controversy. Yet, most are primarily concerned with credit of the beginnings being given to the West African roots of this style and African roots of all braided styles.

Passion Twists: Braided at the root, then divided into two sections and twisted to the end.

Retailer Results

Kuza® 100% Indian Hemp Hair & Scalp Treatment is specifically formulated for textured hair and has a captive audience. Results from a top account for 2020 (over eight months) show an over 30% increase in same-store sales. Units are up over 27%. Alternatively, promotion dollars are down about 30%. Kuza® 100% Indian Hemp Hair & Scalp Treatment has a blend of fine oils (including coconut, sweet almond and avocado) and natural herbs. Soybean oil is also included, and it is an unsung hero for moisture retention. Naturally Curly shared in April 2018 that soybean oil’s main asset to hair is moisture retention because it is full of good fatty acids, manganese, and vitamins. Soybean oil is a key ingredient of many Hollywood Beauty® Hero Oils like Tea Tree, Vitamin E, Olive, Coconut, Jojoba and Jamaican Black Castor.

Hollywood Beauty® is excited to offer the No. 1 selling beauty oil

for hair and skin (based on IRI data) with premium quality ingredients. Our Hollywood Beauty Tea Tree® proprietary formula with Vitamin E and Aloe is over 20 years old and has thousands of positive, loyal consumer reviews across retail.com.

Retailers carrying a varied offering of our Hollywood Beauty® oils have seen significant growth over the entire assortment, pre and during COVID-19, especially Hollywood Beauty® Tea Tree. We now have 2-ounce, 8-ounce and newly-launched 16-ounce available. We have seen consumers increase their spontaneous spending when they have been offered an assortment and larger sizes. Because of a variety of users and needs, multiple sizes meet consumer needs at shelf or online. We estimate that adding education via a display at shelf or in online opportunities will only increase these outcomes even more.

The Truth About Hair Dress/ Hair Grease and Sealing Oils

Cosmetic Scientist Tonya S. Lane shares great education on CurlyChemistry. com. Tonya shares the Perfect 7 Hair Protecting Oils. In her healthier hair styling method PMP - penetrate, moisturize, protect/seal, Tonya recommends the top three products which provide the best coverage to

Tonya S. Lane, Cosmetic Scientist and Founder of CurlyChemistry.com Instagram: @Sharmaine369 Photo Credit: Full Court Marketing, fcm365/jordanviision

protect and seal in moisture:

1) Hair Grease (petrolatum);

2) Shea/Mango Butter and

3) Castor Oil.

Kuza® and Hollywood Beauty® have proven products that cover the top three. Tonya says, “Kuza® 100% Hemp Hair & Scalp Treatment is wonderful for curly, coily and tight -textured, thick hair like mine. It seals in moisture for the many texture hairstyles we love to wear, and it does it affordably. The truth about hair dress/grease is that it is the best way to seal in moisture.”

What’s Popular with Kuza® Konscious Beauty™

Kuza® offers several products that promote healthier hair and skin. Here are a few:

Kuza® 100% Hemp Hair & Scalp Treatment seals in moisture and promotes healthier hair. It is perfect for sealing and can be used on a clean head of hair after moisturizing. It will help you create your favorite braids, twists, faux locs, braid out or twist outs.

Kuza® 100% Pure African Shea Butter and Kuza® Jamaican Black

Castor Oil promote healthier hair, skin, scalp and body for all hair and skin types. They both seal in moisture. Shea butter has significant levels of vitamin A and E and has anti-inflammatory and antioxidant properties. Jamaican Black Castor Oil is often used for growth treatments to protect the edges, nape, hair ends and reduce frizz. It is also safe on color-treated hair.

Kuza® Hair Food with Vitamins A & E helps damaged hair become

healthier and more lustrous.

Kuza® Beeswax formulated with natural beeswax for hair conditioning for days without being greasy.

Hollywood Beauty®, the No. 1 beauty and hair oil brand (based on IRI), includes a “hero oil” to meet all of your needs. The collection includes Tea Tree, Vitamin E, and Hemp oils to Jamaican Black Castor and Avocado oils to help promote hair growth and retention, provide moisture, and reduce frizz.

Hollywood Beauty® Effective Blends, 2 oz., 8 oz. newly-launched 16 oz. Tea Tree

Hollywood Pure® Tea Tree 1 oz. and 30-plus varieties now available

Hollywood Pure® Certified Organics, 1 oz., 10-plus varieties

Hollywood Beauty® Jamaican Black Castor Oil, 3 oz., seven varieties

Perfect Results® from Hollywood Beauty®, Six Pre-Mixed Pure Oil Cocktails with a touch of fragrance

Available at Beauty Supply Stores and Your Local Beauty Supply, Worldwide.

PLEASE FOLLOW US to learn about our latest innovation, education and tips, and giveaways!

Instagram (IG) @kuzaproducts and @hollywoodbeauty_products

Facebook (FB) @kuzaproducts and @hollywoodbeautyproductsinc

Website: hollywoodbeautyproducts.com and perfectresultsonline.com and ‘coming soon’ kuzaproducts.com

Meet Dawn W. Thompson

Dawn W. Thompson has spent about three decades in the consumer products, beauty and hair industry. Dawn loves versatile hairstyling, and knows keeping your hair moisturized is at the foundation of having healthier curls and coils. She is now the EVP & Head of Brand Management at Hollywood Beauty® and Kuza® Products.

BUSINESS TIPS

By Christopher Tompkins

Brand Audits

The Harsh Look in the Mirror Your Business Desperately Needs

You’re sitting there, trying to figure out why the business you’ve invested blood, sweat, and tears (and lots of money) into just doesn’t feel like it’s working anymore. Some of the shine has faded, customers are less enthused, and so are you. Well, your business is probably fine; it’s your brand that needs some maintenance.

A brand audit is a detailed analysis of how your brand is performing based on the criteria that you set. Want to evaluate how your brand is doing in the marketplace? Perform an audit to measure your brand against its competition. The metrics you use to perform your audit are entirely based on what you want to know about your brand.

There are a million articles out there telling you how to conduct a brand audit: what elements to judge by, how to measure yourself against your competitors, what questions to ask your customers and what to do with their input. But once you have the results, where do you go next?

Don’t Imitate

It can be tricky to implement a brand overhaul right after conducting research on what your competitors are doing. They have a podcast and a Twitter account that’s doing well. Shouldn’t you have those, too? Maybe, but be careful.

To put it simply: customers shop either at big box stores and specialty retailers. Unless you’re a niche company, your audience is going to have some familiarity with the competition. So, if you coincidentally start a YouTube channel just a few months after they did, it’s going to be pretty transparent what you’re doing.

Now, should you not start a YouTube channel or podcast just because they did? No. But make sure to remember the findings of your audit and don’t do the same thing they’re doing. Even if they provide an identical service, there are multiple ways to tackle the same subject.

Stay True to Yourself

It’s unlikely that the results of your brand audit will tell you to trash your whole company and start over. Have faith that regardless of the weaknesses you might have uncovered, the foundation of your business is solid; it’s just the brand that needs some refreshing.

If you were on social media already, you developed a digital tone for your brand—a specific way you package your posts and respond to your audience. You should keep as much of this intact as possible.

Think about this: if a brand you were following dramatically changed their logo and started posting memes, you would be put off. A brand refresh is about a series of little changes, not a sweeping overhaul. Redesign to match a modern aesthetic. Workshop a few of your posts to keep pace with a current trend. Add calls-to-action to the end of your content and spend time thinking of thoughtful replies when your audience comments.

Commit

Whatever it is you decide to do to re-spark interest in your brand, do one thing above all: commit to it. This means planning ahead and sticking to a schedule. If you’re starting a blog, write a month’s worth in advance and commit to posting every Monday at 10 a.m. If you’re producing a podcast, have a few episodes in the can before you announce it.

Missing video dates or going weeks between blog entries work for two types of people: amateurs and those who have a million other projects going on. Having posts or videos in the bank before you announce your new venture is great two-fold: you give yourself lead time to develop the next entries and have legroom to account for burn-out or correct a post or video that just isn’t working. This is the measure you’re taking to increase the visibility and engagement of the brand; it’s an investment, not a hobby. A brand audit is a necessary part of heading up a business since your brand is what connects you to your most valuable resource: your customers. But the audit isn’t the end of the line; it’s the prelude to the journey.

The data you get from your audit can be used in any number of ways. You know your business; you know what you can do well and what paths might be out of your reach for right now. Ultimately, the way you decide to implement the findings of your audit is in your hands, but the information laid out in this article is invaluable no matter what avenue you decide to take. Don’t copy your competitors; find a better way to relay that information. Commit to your changes, treat them like an investment and a crucial part of your brand. And finally, always remain true to the core of your business. A brand refresh doesn’t mean an overhaul.

Meet Christopher

Christopher Tompkins is the founder, head strategist, and CEO of The Go! Agency. His devotion to helping companies harness the power of online marketing impacts every aspect of The Go! Agency. A fundamental believer in online marketing education, Tompkins speaks at national and international conferences. His latest book, “The Go Method: 22 Simple Steps to Creating a Social Media Strategy That Works!” is now available! For more details, visit https://gosalesandmarketing.com.

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