OTC Beauty Magazine, January 2019

2019

In Every Issue

Happy New Year

Feature

The Cannabis Buzz: How the Industry Responds to This Growing Trend Cannabis has the beauty scene buzzing. All sorts of products from skincare to haircare to pain management are being infused with CBD oil or cannabis-derived extracts. But, there are still so many questions surrounding this taboo topic. Is CBD legal? Will I get high? Is it safe? It’s no secret that cannabidiol is having a moment, but let’s break down the what’s and why’s of this trending beauty supplement.

24 Knowledge To Know

Getting on Track for the New Year

By David Wright

In today’s business culture, sales are one of the most competitive fields. There are more products and services available than ever before. The choices are overwhelming. But to succeed in sales, you must be above average. Here’s how to stay a step above the rest, even when you’ve fallen off track.

새해를 시작하며 데이빗 라이트

오늘날 사업계에서 판매는 가장 경쟁이 심한 분야입니다. 요즘은 이전

어느 때보다도 이용할 수 있는 제품과 서비스가 넘쳐나고 있습니다.

선택의 폭은 너무 넓습니다. 하지만 판매에서 성공을 거두려면 적어도 평균 이상이어야 합니다. 시행착오를 겪더라도 어떻게 대처할 수

있는지 알아보시기 바랍니다.

28

The History and Future of the Press & Curl Market

By Dr. Edward Tony Lloneau

Is there a future for the Press & Curl market? That is hard to say. We discovered that this is a large, but mostly-ignored market that the manufacturers and professional cosmetology industry have overlooked. We examine why the history of this service to determine why it’s often forgotten and what that means for its future.

프레스와 컬 시장의 역사와 미래

에드워드 토니 로뉴 박사

프레스와 컬 시장의 미래가 밝다고 할 수 있습니까? 대답하기

조심스러운 질문입니다.

Only the most restorative ingredients captured from THE SOURCE.

contents January 2019

32

Business Tips

Sales Culture Eats Strategy for Breakfast

How to Create a Sales Culture for Increased Profits, Faster Revenue Growth, and Better Salesforce Retention

By John Waid

When sales managers are asked what makes for a great salesforce, they’ll often cite characteristics like great products and services, excellent strategies, sound processes and systems, and being in the right place at the right time. Although these elements are essential, there is one secret that the really successful sales leaders have.

판매 문화는 판매 전략보다 우선시되야 한다 이익을 늘리고 수익 성장을 더욱 빠르게 하고 판매 인력을 유지하기

위한 판매 문화를 형성하는 방법 존 와이드

판매 담당 관리자들에게 판매 실적을 높이기 위해 중요한 요소를

꼽으라고 질문한다면 대부분 우수한 제품과 서비스, 훌륭한 전략, 양질의 프로세스와 시스템, 적절한 시기에 적절한 장소에 배치하는 것 등을 언급할 것입니다. 이러한 요소들이 필수적인 것이기는 하지만

진정으로 성공한 리더들이 갖추고 있는 비결은 따로 있습니다.

36

Harness the Power of Spiritual Investments in Your Business

By Baldwin Tom

Organizations grow or die with investments. Used poorly or ignored, investments can destroy a company. Of all of the investments, spiritual capital is special. Spiritual capital is the single investment that catalyzes all of the others. When there is a robust investment on the spiritual side within an organization, significant, transformative changes can occur. Spiritual capital not only catalyzes other investments, but it also serves as an internal power source to motivate people to work harder and smarter for an organization.

여러분의 비즈니스에 정신적 투자의 힘을 장착하세요

볼드윈 톰

조직의 생사는 투자에 의해 좌우됩니다. 투자가 부족하거나 투자를

무시하게 되면 회사가 파산할 수도 있습니다. 모든 투자 영역 중 정신적

투자는 특별한 부분입니다. 정신적 영역에 대한 투자는 다른 모든 영역에 영향을 줍니다. 조직의 정신적 측면에 대해 충분한 투자를 하면 조직에 큰 성과를 가져오게 됩니다. 정신적 자본은 다른 투자 영역에 영향을 줄 뿐 아니라 사람들이 조직을 위해 더욱 열심히 그리고 더욱 현명하게 일하고자 하는 동기를 심어 주게 됩니다.

40 Target Marketing:

Enhancing Your Sales and Marketing Effectiveness

By Jill J. Johnson

Your customers can be grouped according to a variety of different identifiable characteristics that reflect their specific needs and interests. These needs and interests impact their attitudes toward purchasing decisions. Each of these groups is called a target market. Target marketing is the response to identified market needs. Learn about the three major components to developing effective target marketing for sales results and take your business to the next level..

효율을 높이십시오

존슨

필요로 하는 것이 무엇이고 무엇에 관심이 있는지에 따라 고객을 다양한 그룹으로 분류할 수 있습니다. 그러한 필요와 관심사는 고객의 구매 결정에 영향을 미칩니다. 이러한 각 그룹을 타겟 시장이라 부릅니다. 타겟 마케팅은 그처럼 구분한 시장을 대상으로 한 마케팅을 가리킵니다. 더 나은 판매 실적을 올리고 여러분의 사업을 한층 더 발전시키기 위해 효과적인 타겟 마케팅을 개발하는 데 필요한 세 가지 주요 요소들을 알아보십시오.

ON THE COVER:

When your customers’ hair is dry and brittle, they need a hair collection that will add moisture and strength. That’s where the SheaMoisture Manuka Honey & Yogurt Hydrate + Repair collection comes in. These products will infuse intense moisture and reconstructive proteins into the hair to leave strands healthier and shinier than ever before.

To learn more visit www.sheamoisture.com

Editor:

Korean

tbae@otcbeautymagazine.com koreannews@otcbeautymagazine.com

Art

Advertising

Coordinator: advertising@otcbeautymagazine.com

Contributing Writers:

Columnists: Kenny

by Jessica De Vault Hale

New Year, New Trends!

새로운 해, 새로운

트렌드!

There’s nothing more exciting than fresh, new beginnings. That’s why at the start of the year, gyms are filled with new fitness enthusiasts hoping to lose weight. Many will try to take on healthier habits and improve their lives. The same goes for the beauty industry. There are plenty of innovations that will debut in 2019 that you won’t want to miss.

It’s a New Year and a new opportunity to take advantage of all of the unique beauty trends that are sure to capture shoppers’ attention. Your customers are likely aware of some of the latest developments in hair care and beauty, so make sure you’re up to speed, too!

One of the most significant trends this year is the rise of consumer cannabis products. You’ll be seeing this popular ingredient in everything from lotions and moisturizers to shampoos and conditioners. And you’re sure to see more cannabis-infused items in your monthly mailer in the days to come. Learn the basics about this trend, in our feature article on page 50.

Another product that customers can’t get enough of are edge controls. Every company is producing its own version of this hair staple. If you plan to keep a large variety of edge pomades in stock, be sure to read our How Should You Sell It column on page 18. We’ll give you merchandising tips that are sure to make your edge controls fly off the shelves.

You can also stock up on the latest wet products for styling our monthly Marketplace feature on page 10 and find out about the newest products to arrive at Jinny Beauty Supply in our Top 5 roundup on page 56.

I hope this edition of OTC Beauty Magazine will get you – and your customers - excited about the New Year and products to come!

새로운 출발을 하는 것보다 흥미진진한 일은 없습니다. 그렇기 때문에 연초가 되면 헬스장은 살을 빼기 위해 열심히 운동하는 사람들로 붐빕니다. 많은 사람들은 건강한 습관을 기르고 생활을 개선하려고 노력할 것입니다. 미용 업계도 마찬가지입니다. 2019년에 미용 업계에 있을 변화를 놓치지 마시기 바랍니다.

이제 새해가 되었습니다. 올 한 해 동안 쇼핑객들의 관심을 사로잡을 뷰티 트렌드들을 잘 이해하고 활용해 보십시오. 여러분의 고객들도 헤어 관리나 미용에 대한 최신 정보를 알고 있을 것이기에, 여러분도 충분히 준비해 둘 필요가 있습니다!

올해의 두드러진 트렌드 중 하나는 카나비스 제품의 인기가 높아졌다는 것입니다. 로션 및 보습제부터 샴푸 및 컨디셔너까지 모든 제품이 인기가 있습니다. 앞으로이 자료가 포함 된 제품에 대한 추가 주문이있을 것입니다. 이 추세에 대한 자세한 내용은 50 페이지의 기사를 참조하십시오.

고객들이 찾는 또 다른 인기 제품은 엣지 컨트롤 제품입니다. 모든 회사가 이 종류의 제품을 판매하고 있습니다. 다양한 종류의 엣지 포마드 제품을 재고로 확보할 계획이시라면 18면에 실린 ‘판매 전략’ 기사를 읽어 보시기 바랍니다. 이 제품을 더 잘 판매할 수 있는 팁을

알고 계신다면 더욱 판매량을 늘릴 수 있을 것입니다.

또한 10면에 있는 월간 마켓플레이스(Marketplace) 기사를

통해 최신 스타일링 제품에 대한 정보를, 56면에 실린 탑5

제품을 통해 지니 뷰티 서플라이(Jinny Beauty Supply)에

도착한 최신 제품들을 찾아보실 수 있습니다.

여러분과 여러분의 고객은 이번 호 OTC 뷰티 매거진을 통해 새해와 새해에 등장할 제품에 대해 잔뜩 기대감을

Jessica De Vault Hale EDITOR

Reduce Color Fading by 30%

• Rebuilds, Strengthens & Protects from Damage

•

• Stops Hair Breakage

• Reduces Color Fading and Shifting when used Prior to Color Services*

* Independent laboratory tests confirm that by using the ApHogee Two-Step Protein Treatment as a pre-treatment prior to coloring porous hair, color fading will be reduced by 30% after 10 washes when compared to untreated hair.

Essential Stylers MARKET PLACE

Shampoos and conditioners are essential, but the most critical step to maintaining our hair every day is to use the perfect styler. From hair gels to mousses and creams, there are tons of products to choose from to help you create the style of your dreams. Create your new style with one of these favorite stylers.

Styling Gel

Every customer and stylist needs an excellent styling gel on hand. Cue the Maxi Professional Styling Gel. This product offers the hold and shine you need, without the embarrassing flakes or drying alcohol. Plus, it is a staple in many salons, so it’s perfect for professional or at-home use.

Edge Control

Show your dry edges who’s the boss with the Crème of Nature Pure Honey Moisture Infusion Edge Control. Thanks to its formula of pure honey, certified natural coconut oil and Shea butter, you can smooth your edges while infusing some much-needed moisture. Best of all, this edge control lasts for 24 hours.

Curling Smoothie

Perfect curls are only one product away with the As I Am Long & Luxe Curl Enhancing Smoothie. This curl-defining crème offers the definition and moisture that customers crave when they do a twist style or twist-out. It also keeps frizz at bay and is light enough to use without the buildup.

Moisturizing Styler

Moisture – finding it and maintaining it is one of the biggest struggles for naturally-curly customers. Luckily, products like the Deva Curl Supercream can help with that. Not only will this great cream give you the moisture you crave, but it also offers serious definition and curl control that your shoppers will love.

Hair Glue

Whether you’re securing a wig or need extreme hold for an updo, the Ecoco Black Castor & Flaxseed Oil Get Glued Extreme Hold has you covered. This styling bond holds wigs in place without the flakes or a drying alcohol formula. It is also water-soluble for easy removal with water.

Essential Stylers

Hair Mist

When your curls are set from the day before and need a bit of refreshing, you’ll find joy in Nature’s Protein Coconut Restore Moisture & Shine Mist. This light spray revives curls, moisturizes every strand and even improves elasticity, all while imparting incredible shine. It is also ideal to use on wet or dry hair for styling.

Curl Activator

To no one’s surprise, men like to style their hair just like women. For years, the fellas weren’t considered in natural hair grooming, but brands like Jane Carter decided to address their styling needs with J Carter Men. The J Carter Men Drench Curl Activator will prove to be a fan favorite; consider it a curl refresher for the boys.

Mousse

Whether you’re wrapping your hair for a sleek, straight look or accentuating your curls, the Design Freedom Mousse is a mainstay in the homes of many customers. Its infusion of silk protein adds volume and shine to the hair, without the drying effect of alcohol.

Styling Oil

A style isn’t complete without some muchneeded hydration and shine. With the Doo Gro Infusion Styling Oils, you can achieve both of those objectives. Customers can choose from several oil blends: Abyssinian, Avocado, Safflower and Almond. All of the variations are resistant to oxidation and are easily absorbed by the hair.

Locking Wax

For those shoppers who are lovers of locs, you have to be sure to keep stylers in stock for them, as well. Locking the hair takes time and the right styler to ensure it lasts. The Just For Locs Locking Wax Extra Hold is perfect for customers who are looking to loc their tresses or maintain their already-established hairstyle without the buildup.

Hair Gel

keeping your hair short and wavy is your style of choice, you’ll need to keep the Luster’s Pink Shortlooks Gel’N on hand. This instant moisturizer helps form, define and control your waves while adding tons of shine. Perfect for fighting frizz and maintaining healthy hair.

How should you sell it?

By Scott Zangwill

This month’s selling focus is…

Edge Controls

We’re sure you’ve seen this product everywhere. Every brand has their version of it, and every customer buys it and keeps it in stock at home. What product are we talking about - Edge Controls! In recent years, these items have become a staple in most customers’ homes. It doesn’t matter if your hair is relaxed or natural, smooth edges will never go out of style. However, there are so many brands of edge controls to choose from that it can get overwhelming.

How can you merchandise and increase sales with edge controls?

“Edge Control - they come in every shape and size that you can imagine. Some brands even have edge control containers shaped like donuts! In the OTC stores you will find these products on most end caps and, on occasion, you’ll see this edge control on the same shelf with the rest of its brand family.

Most of the edge controls out there today run in several sizes, from 2 ounces to 5 ounces. There is edge control for brown and black hair. For the most part, edge control is made clear in color. They also come in lots of scents and varieties such as olive, coconut, Monoi oil, honey, Argan, black castor oil, bamboo, berry margarita and candy apple. They are made for men and women, for home use and on the road. The travel sizes are perfect for your purse or car. They also come in a pop-

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

up tube like a lip balm and small squeeze tubes. And brands like Ebin take it to the next level with their fake, donut-shaped containers. All of these edge controls are available in regular hold and extra hold.

The best thing for your customers is to see these items on end caps and the shelves within their families, next to your favorite shampoo brand.

A good idea for the holidays is to bundle these edge controls as gifts and sell them at discounted prices, such as 2 for $9.99 or 3 for $14.99. You will sell more and can mix them up, as well.

Today, the customers have such a great selection to choose from when buying these items. Don’t be afraid to place edge controls all over the store as a reminder to the customers to buy them.”

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 Feburary issue!

By Scott Zangwill

아마 이 제품을 어디에서나 보셨을 것입니다. 모든 브랜드가 이 종류의 제품을 판매하고 있고 모든 고객들이 이 제품을 구매하고 집에 보관해 놓습니다. 이 제품은 무엇입니까? 바로 엣지 컨트롤 제품입니다! 최근 몇 년 사이에 이 제품은 고객 분들이 구매하는 주요 제품이 되었습니다. 여러분의 머리카락이 릴렉싱을

“엣지 컨트롤 제품의 모양과 크기는 정말

다양합니다. 심지어 어떤 브랜드의 엣지

컨트롤 제품의 용기는 도넛 모양이기도 합니다! OTC 스토어에서는 진열대 끝 쪽에

전시되어 있고 때로는 같은 브랜드의 다른

제품과 함께 전시되기도 합니다.

오늘날 출시되는 대부분의 엣지 컨트롤 제품의 사이즈는 2온스에서 5온스까지 다양합니다.

이 제품은 사용자의 머리 색상에 따라 갈색

머리와 검정색 머리를 위한 제품으로 구분되어 있습니다. 제품의 향도 다양하며 올리브, 코코넛, 모노이 오일, 꿀, 아르간, 흑피마자유,

대나무, 베리 마르가리타, 캔디 애플과 같은

다양한 재료로 만듭니다. 남성용과 여성용이 구분되어 있으며 실내용과 야외용으로도 구분됩니다. 여행용 제품의 사이즈는 지갑에 넣거나 차에 두기에 편리합니다. 립밤처럼

돌려서 사용하는 제품이나 작은 튜브 형태로 짜서 쓰는 제품도 있습니다. 그리고 에빈 같은 브랜드에서는 한 단계 더 나아가 도넛 모양처럼 생긴 용기에 담은 제품도 개발했습니다. 이러한 모든 엣지 컨트롤 제품 중에는 일반적인 세팅력을 지닌 레귤러 홀드 제품도 있고 세팅력이 강한 엑스트라 홀드 제품도 있습니다.

이 아이템을 배치하기 가장 좋은 곳은 진열대 끝과 여러분이 가장 선호하는 샴푸 브랜드의 제품 옆에 배치하는 것입니다.

휴일에는 엣지 컨트롤 제품을 묶음으로 판매하여2개를 9.99달러 혹은 3개를 14.99 달러 등으로 할인된 가격으로 판매하는 것도 좋은 방법입니다. 그렇게 하면 더욱 많이 다양한 종류를 판매할 수 있습니다.

Scott Zangwill

대표이사

Merchandise Brand Specialist 법인. www.merchandisebrandspecialist.com

Knowledge to Know

By David Wright

Getting On Track For The New Year

In today’s business culture, sales are one of the most competitive fields. There are more products and services available than ever before. The choices are overwhelming. To succeed in sales, you must be above average.

What matters most?

What’s the most important thing in business, besides supply and demand? It’s customer service! Yep, that’s right. The customers want our products because they think our products will solve their problems. However, they expect great customer service and fast deliveries, too. You can have a great product with poor customer service and lose the customer as a result. Every manufacturer, employee, distributor and store owner must be somehow involved in the identification, attraction, obtaining and retention of customers.

The most critical success factor in any business is having a customer. This is more important than the business idea, the products, the machinery, the buildings, the financing, or the people. It’s the customer’s money that pays everyone’s salary; that pays for 401 (K) plans, union dues, bonuses, vacations, health insurance, computers, and office furniture. Without customers, no organization can survive.

Be affordable but not cheap

Be affordable but do not be so cheap that you fail to make a profit. The profit is in the margins. That’s why they call it ‘profit margins.’ Winning

오늘날 비즈니스에서 판매는 가장 경쟁이 치열한 분야입니다. 요즘은 이전 어느 때보다도 이용할 수 있는 제품과 서비스가 넘쳐나고 있습니다.

선택의 폭은 너무 넓습니다. 판매에서 성공을 거두려면 적어도 평균 이상이어야 하는 것입니다.

가장 중요한 것은 무엇인가?

수요와 공급 외에 사업에서 가장 중요한 것은 무엇입니까? 고객 서비스입니다! 고객들은 본인이 가지고 있는 문제를 해결하기 위해 우리의 제품을 구매합니다. 하지만 고객들은 고객 서비스도 훌륭하고 배달도 신속하게 되기를 바랍니다. 제품이 훌륭하다고 해도 고객 서비스가 형편없다면 고객을 잃을 수 있습니다. 모든 제조업체와 직원, 공급자와 상점의 소유주는 고객을 찾고 이끌고 관리하는 면에서 각자의 역할을 다할 필요가 있습니다.

사업에서 성공을 위해 가장 중요한 요소는 고객을 확보하는 것입니다. 이 문제는 사업 아이디어나 제품, 기계, 건물, 재정 관리, 혹은 직원들보다 중요합니다. 직원들에게 지급하는 봉급뿐 아니라 401 (K) 플랜이나 조합 비용, 보너스, 휴가, 건강 보험, 컴퓨터, 사무실 물품 등에 사용되는

모든 비용은 고객으로부터 옵니다. 고객 없이는 어떤 조직도 생존할 수 없습니다.

가격을 낮게 정하지 말고 적정선으로 하라

가격을 낮게 정하지 말고 적정선으로 해야 이익을 보지 못하는 일을 피할 수 있습니다. 이윤은 마진에서

a lot of customers at a low price will make a slave out of you if you’re not making a profit. Having quality products and services that are in demand should make a better quality of life for you and allow you to invest back into your business so that you can promptly replenish your inventory. That will enable you to deliver your products and services on demand to your customers. The Bible says that “your gifts will make room for you,” so be affordable but not too cheap.

Getting off track

착오를 겪을 때

인생의 길을 가다 보면 착오를 겪을 때도

있고 문제를 겪기도 마련입니다. 다이어트나 금전 거래에서 그럴 수 있고 신앙생활이나

사람들과의 관계, 심지어 사업에서 문제가 생길 수도 있습니다. 예외인 사람은 아무도

없습니다. 하지만 착오를 겪는다고 해서

바라는 것을 이룰 수 없는 것은 아닙니다. 단지 멈추고 문제를 바로잡으면 되는 것입니다. 문제를 해결하고 나면 무언가를 배우고 다시 출발할 수 있습니다. 문제를 겪은 이유가 무엇인지를 배우고 다시 출발하세요. 물론 다시 문제를 겪지 않는다는 보장은 없습니다. 하지만 같은

문제를 반복해서 겪지 않는 이상 계속 앞으로 나아가세요. 더 나은 해결 방안을 계속 생각하고 문제를 해결할 수 있다는 점을 기억하시기 바랍니다.

In life, we all get off track or catch a flat tire once in a while. You can get off track on your diet, your finances, your spiritual life, your relationship, and even in business. No one is perfect or exempt from this. However, getting off track doesn’t mean you will not get to where you’re trying to go. It just means that you have to stop and fix the problem. Once you fix the problem, you can get back on track and learn from the lessons. Learn why you got off track and move on. This doesn’t mean that you won’t get off track again, but as long as you don’t get off track in the same place twice then keep moving. Keep coming up with better solutions and remember you can still make it. 얻지 못한다면 종살이나 마찬가지가 될 것입니다. 사람들이 필요로 하는 양질의 제품과 서비스를 공급하는 동시에 여러분의 삶의 질도 높아져야 여러분이 사업에 다시 돈을 투자하고 재고 물품을 신속하게 채울 수 있을 것입니다. 그렇게 함으로 여러분은 고객이 필요한 제품과 서비스를 제공할 수 있게 됩니다. 성경에서도 “선물은 당신에게 길을 열어 준다”고 알려 줍니다. 따라서 너무 낮은 가격이 아니라 적정한 가격으로 정하시기 바랍니다.

In 2018, we, at Barber Shop Aid Brand Products, changed our packaging, our bottles and made several adjustments that caused us to get off track with getting our products delivered to our customers on time. We have worked hard to get back on track and are prepared to move forward this year with better packaging, better formulas and better and faster customer service.

We want to thank all of our distributors, their excellent employees, store owners and all of our customers for your continued business, kindness and patience.

May everyone have a healthy and prosperous New Year!

Meet David

2018년에 저희 바버 샵 에이드 브랜드 프로덕츠(Barber Shop Aid Brand Products)는 포장과 용기를 바꾸고 몇몇 수정 과정을 거치면서

고객 분들에게 제 시간에 제품을 배달하는 면에서 착오를 겪었습니다.

저희는 이 문제를 해결하기 위해 열심히 노력했으며 올해에는 더 나은 포장과 제품, 더욱 훌륭하면서도 신속한 고객 서비스를 제공해 드릴 준비가 되어 있습니다.

저희의 공급업체 관계자 분들과 훌륭한 직원 분들, 점주 분들과 모든 고객

분들이 지속적으로 저희와 거래를 맺으시고 친절과 인내심을 보여 주신 것에 진심으로 감사드립니다.

모든 분들이 건강하고 번창하는 새해가 되시기를 바랍니다!

David (Bebe) Wright (Founder of Barber Shop Aid Brand Products) has relied on his skills as a Master Barber & Barbershop Owner to succeed in business. This knowledge helped to aid in the research and development of Barber Shop Aid Brand Products. Learn more at www.barbershopaid.com or contact David at 251-533-5625, dwrightimage2006@aol.com

데이빗(베베) 라이트 (바버 샵 에이드 브랜드 프로덕츠의 설립자)는 이발사이자 이발소의 오너로 일하며 풍부한 경험과 기술을 갖추고 성공을 이뤄낸 사람입니다. 그가 그러한 경험을 바탕으로 얻은 지식은 바버 샵 에이드 브랜드 프로덕츠 (Barber Shop Aid Brand Products)의 연구 및 개발 과정에 도움을 주었습니다. www.barbershopaid.com에서 더 많은 정보를 얻으시거나 251-533-5625, dwrightimage2006@aol.com으로 데이빗과 연락해 보시기 바랍니다.

Knowledge to Know

By Dr. Edward Tony Lloneau

The History and Future of the Press & Curl Market

프레스와 컬 시장의 역사와 미래

Is there a future for the Press & Curl market? That is hard to say. We discovered that this is a large, but mostly-ignored market that the manufacturers and professional cosmetology industry have overlooked. The manufacturers have not come up with any new, innovative and practical methods or products for this service. The cosmetologists fail to feature, promote and advertise this service to the same degrees as they do the other services they perform. This is because they do not have any posters or other promotional material to share with their customers. The cosmetologists depend on the manufacturers to supply such items, but because the manufacturers all but ignore this market, there are no promotional materials available.

The hair pressing procedure began in Africa long before slavery in America. For thousands of years, Africans knew no other skin color or hair type other than their own. Their hair-enhancing tool was a specially-fashioned comb known as the Afro comb. It was designed to work on tight, wooly hair. These combs

프레스와 컬 시장의 미래가 밝다고 할 수 있습니까? 대답하기 조심스러운 질문입니다. 이 시장은 규모가 크지만 제조업자들과 전문 미용사들이 간과해 온 영역임을 알게 되었습니다. 제조업자들은 이 분야의 서비스와 관련하여 새롭고 혁신적이며 실용적인 방법이나 제품을 내놓고 있지 않습니다. 미용사들은 자신들이 제공하는 다른 서비스 분야에서만큼 이 분야에 대해 홍보하고 광고하는 일을 하지 못하고 있습니다. 이렇게 된 이유는 고객들에게 나눠 줄 포스터나 홍보 자료를 가지고 있지 않기 때문입니다. 미용사들은 전적으로 제조업체들을 통해 미용용품을 공급받는데, 제조업체들이 이 시장을 등한시하기 때문에 홍보 자료가 없는 것입니다.

헤어 프레싱 과정은 미국에 노예 제도가 있기 훨씬 전에 아프리카에서 시작되었습니다. 수천년 동안 아프리카인들은 본인들의 피부 색깔과 헤어 스타일 외에 다른 종류가

were constructed out of carved wood or animal bones into the shape of a makeshift comb. Many hairstyles and designs denoted the details of families and even whole tribes. The first attempt at hair relaxing started back then by caking the hair with mud or clay. The weight of the mud/clay would straighten the hair and resemble a stone carving when dry. Later during slavery, this same method would be done using strong lye soap – often used to wash clothes- to straighten the hair permanently. When the African slaves and slaves from other cultures (often referred to as “indentured servants” who could eventually work off or buy their freedom) were brought to America, they brought their traditions with them. The females were not allowed to groom themselves as they once did. But they used their imagination and ingenuity and found new ways to style and enhance their hair. Ironing clothes were unknown to them in Africa, but they found that this same method could be used to straighten their hair. However, they had to invent new ways for this to work on their hair. The answer was to take the first Afro comb and fashion it out of metal instead of wood or bones. The first pressing oil was lard or cooking grease to keep the heat from scorching the hair and give longevity to the hair’s straightened and shiny appearance.

One of the reasons why both male and female slaves wanted to straighten their hair was there was an earnest desire to resemble the appearance of their masters. Many slaves thought that if they could somehow mimic the appearance of the masters, this would give them more favor with them.

In old pictures that we see of slaves, the women are almost always shown wearing a cloth head wrap. This headwrap served two purposes:

1. by heating the cloth before applying it to the hair, it helped to maintain the press, and 2. it would hide the hair’s natural appearance when it was not straight.

적합하도록 만들어졌습니다. 나무나 동물의 뼈를 깎아서 빗 모양과

비슷하게 만들어 사용한 것입니다. 그들의 헤어스타일과 모양을 통해 그들이 속한 가족이나 혹은 전체 부족에 대해 자세하게 알 수

있었습니다. 헤어 릴렉싱을 위해 처음에 사용된 방법은 진흙이나 찰흙을

머리에 바르는 것이었습니다. 진흙이나 찰흙의 무게 덕분에 머리카락이 펴졌고 건조되면 석고상처럼 보이게 되었습니다. 노예제도 시대 때에는

영구적으로 머리카락을 펴기 위해 옷을 세탁하는 데에 사용되는 강한

성분의 가성소다 비누를 사용해 머리카락을 폈습니다. 아프리카 출신의 노예들과 다른 문화권에서 온 노예(계약 기간이 끝나면 일을 그만두거나

자유를 돈으로 사는 “연기 계약 이민”)들이 아메리카로 오게 되었고, 그로

인해 그들의 전통도 미국에 들어오게 되었습니다. 여성들의 경우 이전의

방식으로 치장하는 것이 허용되지 않았습니다. 하지만 그들은 나름의 상상력과 기발한 아이디어를 동원하여 머리를 꾸미고 다듬는

방법을 발견했습니다. 옷을 다림질하는 것은 아프리카 사람들에게 생소한 것이었지만 그들은 그 방법이 머리를 펴는 데에 사용될 수 있다는 것을 알아냈습니다. 하지만 다림질을 머리카락 손질에 접목하기 위해서는 새로운 방법을 개발할 필요가 있었습니다. 그래서 나무나 뼈 대신 철로 만든 아프로 빗을 최초로 개발하게 되었습니다. 프레스 과정에 처음으로 사용된 재료는 라드 오일이나 요리 과정에서

나온 기름을 사용하여 머리카락을 그슬리는 과정에서 열을 보존하고 머리카락의 펴진 상태가 오래 지속되면서 더욱 윤기가 나게 했습니다.

남성과 여성 모두 머리를 펴고 싶어 했던 이유는 노예였던 그들의 주인과 닮은 외모를 가지고 싶었기 때문입니다. 많은 노예들은 자신들의 주인과 닮은

Years later after slavery in the 1920s, Madam C.J. Walker was credited for inventing the first practical and commercial pressing comb. Although the original concept has been improved, the basic design is still the same. The future of pressing is going to remain the way it currently is unless the manufacturers find a way to improve and promote this service and bring it back into the salons. What improvements could be made on this age-old method? You could keep on inventing the wheel, but it will still be the wheel! That is true, but the wheel gave birth to many other innovations that we enjoy today. There are more than 200 versions of the wheel in operation for an automobile. So how can we improve the Press & Curl? Here are a few recommendations:

1. Give it longevity so that it lasts longer than just a few days or until it gets wet.

2. Make it fast and easy so that the time and cost are not impractical to most practitioners and their patrons.

3. Make it safe to be used on any hair that can withstand the heat of a pressing comb or a hot curling iron.

4. Reduce and change the chemical content to a non-caustic formula, so that the product does not damage or alter the natural molecular structure of the hair. That way, reconstruction treatments aren’t necessary when patrons want to return to a standard press & curl or advance to a relaxer or curly perm.

노예제도를 도입한 지 수년 후인 1920년대에 마담 C.J. 워커가 최초로 실용적이며 상업적인 프레스용 빗을 발명한 것으로 알려져 있습니다. 처음의 모양에서 점차 발전하기는 했지만 기본적인 디자인은 지금과 비슷합니다. 제조업체들이 프레스 서비스를 개선하고 홍보하며 미용실에 도입시킬 방법을 찾지 못하는 이상 앞으로도 프레스 서비스는 제자리걸음을 할 것으로 보입니다. 오랫동안 지속된 방식에서 어떤 점을 개선할 수 있습니까? 예를 들어 바퀴를 계속 발명할 수는 있지만 여전히 바퀴일 것입니다. 하지만 바퀴의 탄생으로 오늘날 우리의 생활이 정말 많이 바뀌게 되었습니다. 현재 자동차에 사용되는 바퀴의 종류는 200 가지가 넘는다고 합니다. 그렇다면 프레스와 컬링은 어떻게 개선할 수 있을까요? 몇 가지 제안 사항을 알려 드립니다.

1. 물에 젖지 않는 이상 단지 며칠이 아니라 더 오랜 시간 동안 지속될 수 있게 한다.

2. 프레스나 컬링 과정을 빠르고 간편하게 해서

고객들이 너무 많은 시간과 비용을 들이지 않게 한다.

3. 머리카락이 프레싱 빗이나 컬링 아이언의 열기를 견딜 수 있는 한도

내에서 안전하게 진행한다.

4. 제품이 머리카락 본래의 분자 구조를 손상시키거나 바꾸지 않도록 화학 제품의 함량을 줄이거나 부식성이 없는 물질로 바꾸라. 그렇게

하면 고객들이 다시 일반적인 프레스나 컬링 혹은 릴렉스나 파마를 하기 전에 복원 치료를 할 필요가 없을 것이다.

Meet Dr. Edward Tony Lloneau

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

Lloneau는 학생 및 강사로 연구소에 참석했습니다. 그의 특수

분야는 민족 미용학과 관련된 Trichology입니다. 그는이 주제에 대해 여러 권의 책을 저술했으며 민족 잡지와

liquidgoldbondng@aol.com으로 연락하거나 전화 310-283-7118로 전화하십시오

By John Waid

Sales Culture Eats Strategy for Breakfast Business Tips

How to Create a Sales Culture for Increased Profits, Faster Revenue Growth, and Better Salesforce Retention

형성하는 방법

Don’t you wish your salesforce sold twice as much as your competitors, your business was extremely profitable and your salespeople and customers loved you? Is this even possible? Chik-fil-A produces twice as much revenue as any other fast food chain and they are closed on Sundays. An investment in Southwest Airlines in the early 1970s of $10,000 was worth close to $12 million in 2000—the highest return of almost any company in a 30-year period—and it’s a low-cost airline in a very competitive industry. Zappos shoes went from start-up to being bought by Amazon in 10 years for more than $1 billion. These companies all have at least one thing in common.

When sales managers are asked what makes for a great salesforce, they’ll often cite characteristics like great products and services, excellent strategies, sound processes and systems, and being in the right place at the right time. Although these elements are essential, there is one secret that the really successful sales leaders have.

When the founder of Chik-fil-A was asked why they were so successful, he said the company’s success comes from its people. Regardless of your particular industry, once you establish the mindset that you are in the “People Business,” then it almost does not matter what you sell. The mindset of a great salesforce starts with focusing on the salespeople and their attitudes and behaviors

Below are three mindsets you can work on with your sales leaders to

여러분의 판매 사원이 경쟁사에 비해 두 배의 매출을 올리고 여러분의 사업체가 막대한 수익을 올리고 여러분의 판매 사원과 고객들이 여러분을 좋아하게 되기를 바라지 않으십니까? 그렇게 되는 것이 가능할까요? 칙필레(Chik-fil-A) 회사는 다른 패스트푸드 체인 회사에 비해 2배의 매출을 올리며 일요일에는 영업을 하지 않습니다. 1970 년대에 사우스웨스트 항공사에 투자한 10000달러의 비용은 2000 년대에 이르러 1200만 달러에 이르는 가치를 지니게 되었습니다. 이 항공사는 지난 30년의 기간 동안 경쟁이 매우 치열한 저가 항공 산업 분야에서 가장 많은 이익을 남겼습니다. 자포스 슈즈(Zappos shoes) 는 창업 이래로 아마존에서 10년 동안 10억 달러가 넘는 매출을 올리고 있습니다. 이러한 모든 회사들은 적어도 한 가지 이상의 공통점을 가지고 있습니다.

판매 담당 관리자들에게 판매 실적을 높이기 위해 중요한 요소를 꼽으라고 질문한다면 대부분 우수한 제품과 서비스, 훌륭한 전략, 양질의 프로세스와 시스템, 적절한 시기에 적절한 장소에 배치하는 것 등을 언급할 것입니다. 이러한 요소들이 필수적인 것이기는 하지만 진정으로 성공한 리더들이 갖추고 있는 비결은 따로 있습니다.

칙필레의 창업자에게 성공을 거둔 비결이 무엇인지 질문했을 때 그는 회사의 성공은 직원들로부터 비롯된다고 말했습니다. 여러분이 어떤 분야의 사업을 하는지에 관계 없이 “사람을 대상으로 한 사업”을 하고 있다는 사실을 인지한다면 당신이 파는 물건은 더 이상 중요한 요소가

move towards having much better employee and customer loyalty and amazing financial results.

Salespeople First, Customers Second, Money Third

Let’s face it: we are driven in companies to push the salesforce for results, and in many cases, financial results. This focus on money first leads us to then focus on customers (where the money comes from) and then as a distant 3rd, 4th, 5th or more; we spend some resources on the salespeople.

This order is actually leading to fewer profits, upset customers and high employee turnover. What would happen if we changed the order in which we focus on these three elements to employees first, customers second and money third?

Richard Anderson, the former CEO of Delta Airlines and the mastermind who saved this Delta and Northwest airlines from bankruptcy, realized that if his company was to survive it was going to be because of the people. During his tenure at Delta, he focused his time and communication on employees – the ones selling the Delta brand - and making sure they followed the company founder’s values and behaviors. To do this, Richard found an employee manual from the 1940s and rewrote it into what became the driving principles at Delta. This led to a rebirth in a sales and service culture which led to record profits.

“

도움을 줄 것입니다.

판매 사원이 첫째, 고객은 둘째, 돈은 셋째

솔직히 말해 회사들은 판매 사원들이 실적, 특히 금전적 이익을 내도록

압력을 가합니다. 돈을 우선으로 하고 그 다음으로 고객(돈의 원천이

되는 대상)을 중시하며 판매 사원들은 3순위, 4순위, 5순위 혹은 그 이하로 밀려나고 그들에게는 별로 투자를 하지 않습니다. 하지만 이처럼 우선순위를 정하면 이익은 줄어들고 고객들은 불평하고 직원들은 직장을 옮기게 됩니다. 이러한 우선순위를 직원을 1순위로, 고객을 2순위, 돈을 3순위로 바꾼다면 어떻게 될까요?

The mindset of a great salesforce starts with focusing on the salespeople and their attitudes and behaviors. ”

델타 항공사의 CEO이자 총지휘자로 일하며 델타 항공과 노스웨스트 항공이 파산되는 것을 막는 역할을 했던 리차드 앤더슨은 자신의 회사가 살아남을 수 있었던 것은 사람 덕분이라는 것을 깨달았습니다. 그는 델타 항공사에서 근무하는 동안 직원들과 시간을 보내며 대화하는 것을 중요하게 여겼는데, 직원들은 델타 브랜드를 판매하는 역할을 하는 사람들이었습니다. 그는 직원들이 회사 설립자의 가치관에 따라 행동하게 했습니다. 그렇게 하기 위해 리차드는 1940년대부터 전해 내려 온 직원 매뉴얼을 발견하고 그것을 다시 개정하여 델타의 직원들이 원칙으로 삼도록 했습니다. 이로 인해 판매와 서비스 문화가 새로이 탄생하였으며, 기록적인 이윤을 남기게 되었습니다.

If you want to be truly successful, change the order in your mindset to focus on salespeople/employees first; this drives customer satisfaction and as a result more profits.

Sales Culture First, Structure Second, Strategy Third

For at least the last century the focus has been on sales/company strategy, creating a structure to support it and finally creating a generic culture. What has this led to?

As companies focused on getting things done, too many strategies were completed which did not fulfill the critical element of strategy, which is to create a sustainable competitive advantage. While sales managers pushed to get things done, they built structures to support this frantic activity. After the strategy and structure were created (with little employee involvement) sales managers wondered why employees did not want to execute the plan and why restructuring the salesforce was not working.

진정으로 성공을 거두고 싶으시다면 우선순위를 바꾸어 판매 사원과 직원을 1순위로 여기시기 바랍니다. 그렇게 한다면 고객들도 더욱 만족하게 되고 결과적으로 수익도 높아질 것입니다.

문화가 첫째, 구조가 둘째, 전략이 셋째

적어도 지난 세기 동안에는 기업들은 판매와 회사의 전략에 우선순위를 두고, 기업을 유지하기 위한 구조를 만들고, 마지막으로 회사 전반의 문화를 만들었습니다. 이렇게 함으로 어떤 결과가 있었습니까?

회사들이 업무를 처리하는 것에 집중하게 되면서 지나치게 많은 전략이 세워지게 되었고, 지속 가능하고 경쟁력 있는 이익을 창출해야 하는 전략의 핵심적인 요소는 이행하지 못하게 되었습니다. 판매 담당 관리자들은 업무를 처리하도록 압력을 가하면서 그러한 광적인 요구에 맞는 구조를 만들었습니다. 관리자들은

Make your sales culture the focus of your efforts and then the structures and strategies to support that culture. This will lead to highly productive and happy salespeople who customers love and buy more from. A good culture to start with is one based on the C.A.P. values of Curiosity, Accountability and People Skills.

Sales Leaders First, Coaching Second and Managing Third

A leader focuses on salespeople and sales culture, a coach on sales processes and a manager on sales strategies and results. It is important as a sales leader to focus on all three of these areas, in the order mentioned, as people first need to be inspired and have a culture to live, then be in a structure that grows and then be held accountable for producing excellent results.

There are currently too many sales managers, a few sales coaches and hardly any sales leaders. This heavy emphasis on managing the salesforce with quotas and a “beatings will continue until morale improves attitude” is leading to salespeople who sell because they have to, customers that buy because they have to, and profits that come in below expectations because everyone is being forced to do something sometimes against their will.

When you lead first, coach second and manage third you will have a salesforce that likes and is successful at selling, treats customers well and produces great results.

A secret to having a great salesforce is to hire and promote well, and this is again done with an emphasis on recruiting people that fit your culture, growing them with coaching and training and holding them accountable to reach the high levels they are capable of.

Remember: Sales culture eats sales strategy for breakfast, and ensure that you adopt a culture-driven selling mindset. 우선적으로 사람들이 기울이는 노력에 중점을

구조와 전략이 그러한 문화를 뒷받침하는 판매 문화를 형성하십시오. 이렇게 하면 생산성이 높아지고 고객들이 더 많이 구매를 하게 되어 판매 사원들도 더욱 행복해질 것입니다. 좋은 문화를 형성하기 위해서는 먼저 C.A.P 즉 호기심, 책임감, 대인 관계 기술을 기반으로 해야 합니다.

판매 리더가 첫째, 코칭은 둘째, 관리는 셋째

리더는 판매사원과 판매 문화에 초점을 맞추고 코치는 판매 절차에, 관리인은 판매 전략과 성과에 초점을 맞춥니다. 판매 리더가 앞서 언급된 순서로 이 모든 영역에 주의를 기울이는 것이 중요합니다. 사람들이 먼저 영감을 받고, 문화 내에서 생활을 하고

나서 성장하는 구조 내에서 훌륭한

성과를 낼 수 있기 때문입니다.

오늘날 판매 관리인들의 수는 너무

많은 반면 판매 코치의 수는 소수이고 판매 리더는 극소수입니다. 판매 인력을 관리하는 것에 너무 치중하며 “사기가 올라갈 때까지 계속 압력을 가한다”는 식의 태도는 판매 사원들이 단지 의무감에 의해 판매하고 고객들도 단지 필요에 의해 구매하게 되며 모든 사람들이 자신의 의지대로가 아니라 강제로 행동하기 때문에 이익은 예상보다 줄어들게 됩니다.

리더가 첫째, 코칭이 둘째, 관리를 셋째로 여긴다면 판매에 종사하는 직원들이 좋아할 것이고 판매를 성공적으로 하며 고객을 잘 대하고 좋은 실적을 올릴 것입니다.

훌륭한 판매 직원을 두기 위한 비결은 고용과 홍보를 잘하고, 여러분 회사의 문화와 잘 어울리는 사람을 위주로 채용하며, 코칭과 훈련을 베풀고, 그들이 본인의 능력 내에서 최고의 수준에 도달하도록 성장시키는 것입니다.

판매 문화가 전략보다 우선한다는 점을 기억하시고 문화를 우선적으로 고려하는 사고방식을 가지시기 바랍니다.

Meet John

John Waid is the founder of C-3 Corporate Culture Consulting, a keynote speaker and author of the book, “Reinventing Ralph” With a specialty and passion for corporate culture, sales and global business, he believes culture is the engine that drives companies to better results, higher morale, and increased profitability. An active speaker, trainer and subject matter expert, Waid holds an enduring belief that corporate culture is the key to success for companies. For more information on John Waid, please visit www.CorporateCultureConsulting.com.

존 와이드는 C-3 Corporate Culture Consulting(회사 문화 컨설팅)의 설립자이자 훌륭한 연사이자 “Reinventing Ralph(랄프 재창조)”라는 책의 저자이기도 합니다. 회사의 문화와 판매 및 글로벌 사업 분야의 전문가인 와이드는 회사의 문화는 마치 엔진과 같은 역할을

• For wig and weave wearer, keep your hair and tracks fragrance fresh

• For naturalistas, revitalize your hair scent in between styles

• For relaxed and straight styled hair, won't wear hair down or revert

• For all hair types and styles

• For daily use, and as often as desired throughout the day

Business Tips

By Baldwin Tom

Harness the Power of Spiritual Investments in Your Business

여러분의 비즈니스에 정신적 투자의 힘을

There are seven types of investments available to every organization, and each has its use in growing a business. Organizations grow or die with investments. Used poorly or ignored, investments can destroy a company. Of all of the investments, spiritual capital is special. Spiritual capital is the single investment that catalyzes all of the others. When there is a robust investment on the spiritual side within an organization, there are significant transformative changes possible because not only do people care about their jobs and the company, people also want to contribute beyond their job descriptions. Spiritual capital not only catalyzes other investments, but it also serves as an internal power source to motivate people to work harder and smarter for an organization. This, in turn, creates energy in organizations along with positive results that follow.

How is the word spiritual defined? It is not described in a religious context, nor part of an organized belief system. Various sources define the term spiritual as emotional or intellectual energy or intensity, especially as revealed in a work of art or artistic performance. It has to do with human personality— intellect, will, and emotions; it consists of the mind, character, thoughts, and feelings; and in Christian circles, one considers mind, will, and emotion as a definition of the soul of a person.

When investing in spiritual capital, one is engaging the soul of an organization. It is no wonder that spiritual capital investments have a tremendous impact in and on organizations. The catalytic potential of spiritual capital is broad. For example, when spiritual capital is coupled with human capital, the investments support enhanced leadership and management and promote a competitive edge from people who

조직에서 투자할 수 있는 영역은 7가지가 있으며, 각

사업의 발전에 필요한 각각의 쓰임 들이 있습니다. 조직의 생사는 투자에 의해 좌우됩니다. 투자가 부족하거나 투자를 무시하게 되면 회사가 파산할 수도 있습니다. 모든 투자 영역 중 정신적 투자는 특별한 부분입니다. 정신적 영역에 대한 투자는 다른 모든 영역에 영향을 줍니다. 조직의 정신적 측면에 대해 충분한 투자를 하면 사람들은 자신들의 수행하는 일이나 회사에만 신경을 쓰는 것이 아니라 본인의 맡은 역할 이상의 성과를 올리려고 노력하기 때문에 조직에 큰 성과를 가져오게 됩니다. 정신적 자본은 다른 투자 영역에 영향을 줄 뿐 아니라 사람들이 조직을 위해 더욱 열심히 그리고 더욱 현명하게 일하고자 하는 동기를 심어 주게 됩니다. 이렇게 함으로 조직 내에 활력이 넘치게 되고 긍정적인 결과가 뒤따르게 됩니다.

정신적 혹은 영적이라는 말의 의미는 무엇입니까? 종교적인 의미이거나 조직의 신앙 시스템에 관한 것은 아닙니다. 다양한 분야, 특히 예술 분야에서 정신적 혹은 영적에 해당하는 단어(spiritual) 의 의미가 감정적 혹은 지적 에너지 혹은 힘이라고 정의합니다. 여기에는 인간의 성품, 지성, 의지, 감정, 정신, 성향, 생각, 느낌과 관련이 있으며 기독교 사회에서는 정신, 의지, 감정이 인간의 영혼을 의미한다고 생각합니다.

정신적 영역에 투자를 하게 되면, 사람들은 조직의 영혼의 일부가 됩니다. 따라서 정신적 자본 투자가 조직에 막대한 영향을 주는 것도 놀라운 일이 아닙니다. 정신적 영역에 대한 투자가 지닌 잠재력은 막대합니다. 예를 들어, 정신적 투자가 인적 자본에 대한 투자와 함께 이루어질 때 조직의 리더쉽과 관리 능력이 향상되며 지적 영역에 대한 투자를 통해 경쟁력이 높아지고

build intellectual capital with social interactions that lead to fostering collaborations. When spiritual capital and relationship capital are invested, the culture of an organization is altered to favor resiliency as this generates a culture of caring and support for each other –establishing a desirable workplace. In a real way, it is about taking care of people, so they care about the organization and its customers. There is tremendous creative energy in such environments. Just look at some of the technology companies where the norm is to provide employee-friendly needs, like food, health, rest and recreation, at no additional cost to the employee—and during the workday at that! Think of Google.

In addition to the organizational implications, the most critical aspect of spiritual capital investment is that it encourages people to take action. People act from a spiritual foundation with higher motivations in doing good rather than making money. It is about long-term benefits rather than short-term profits. It’s about improving the quality of life. It’s about making a difference in peoples’ lives as a primary goal. It sounds like that’s how the current millennial generation is characterized, where accumulating material things is not a focus, but on spiritual capital that provides internal nourishment.

Interesting observation: The healthcare industry has been legislated to move from a fee-based (monetary-focus) to a value-based (people-focused) compensation system. This looks like a transition towards spiritual capital investments and away from financial investments of the past. This is a good thing.

How do Spiritual Capital investments keep giving?

• Self-sustaining: As the aspects of spiritual capital become embedded in the DNA of an organization, those new norms continue to remind people what the organization stands for and is willing to support their efforts. In an organization that values people, everything that leadership does - by their words and actions - leads to a confidence that peoples’ efforts to do better will be appreciated. This belief is contagious and will spur others to do likewise. For example, if people are acknowledged or rewarded for taking initiatives to improve products, services, or processes, such recognition becomes a powerful incentive to do it yet again. Everyone loves a pat on the back from time to time. Benefit? Employees enjoy working here because they are respected for who they are and what they can do. Leadership loves working here because they have a highly motivated staff who they know will do what it takes to improve and succeed.

• Self-leveraging: The high energy and high morale that results from successful high-level efforts are infectious. This spurs others to also step out beyond their comfort zones in support of the organization and its customers. In life, competition is built into our personalities. If you can do it, I can do it too! Even if an effort falls short of expectations, there is no reprimand, just guidance to do better next time. In an ideal work environment, our innate desire to please our superiors creates a pattern of continuous improvement, as each success is recognized. Benefit? Employees believe that this is a place

관심을 가지고 도움을 주는 바람직한 직장 분위기가 형성됩니다. 사실, 사람들에 관해 관심을 기울이면 그들 역시 조직과 고객에 대해 관심을 기울이게 됩니다. 그러한 환경에서 창의력이 큰 힘을 발휘하게 됩니다. 그렇기 때문에 구글과 같은 몇몇 테크놀로지 기업에서는 업무일에도 음식, 건강, 휴식, 여가 등과 같이 직원들에게 필요한 것들을 무상으로 제공해 주고 있습니다.

정신 자본에 대한 투자는 조직 차원에 영향을 줄 뿐 아니라 가장 중요한

것으로 사람들이 행동으로 옮길 수 있게 만들어 줍니다. 사람들은 정신적으로 동기 부여를 받으면 단지 돈을 버는 것이 아니라 선한 행동을 하려는 마음을 갖게 됩니다. 즉 단기적인 이익이 아니라 장기적인 이익을 가져다주게 됩니다. 또한 사람들의 삶의 질도 높아지게 됩니다. 정신적 영역에 대한 투자를 하는 주된 목적은 사람들의 삶의 질을 높이는 것입니다. 마찬가지로 오늘날 밀레니엄 세대들도 물질만을 모으는 것이 아니라 내적 만족감을 주는 정신적 자본을 모으는 것을 중요하게 여깁니다.

최근에 발견된 흥미로운 점이 있습니다. 보건 산업 분야에서도 비용을 기반으로 한(자본 중심) 보상 체계에서 가치관을 기반으로 한(사람 중심) 보상 체계로 바뀌어 가고 있다는 것입니다. 이러한 현상은 과거에는 금융 투자를 중요시했던 반면 현대에는 정신 영역에 대한 투자를 중시하게 된 것과 일맥상통합니다. 좋은 현상이라 할 수 있습니다.

어떻게 지속적으로 정신 영역에 대한 투자를 할 수 있습니까?

• 자립할 수 있게 하라: 정신 영역에 대한 투자가 조직에 깊이 자리를 잡게 되면 사람들은 조직에서 어떤 지원을 베풀고 있는지를 떠올리게 되며 기꺼이 조직을 위해 일하려는 마음을 갖게 됩니다. 사람들을 소중히 여기는 조직의 리더들은 직원들이 더욱 잘하려고 기울이는 노력이 인정받는다고 확신이 들게 하는 말과 행동을 할 것입니다. 이러한 믿음은 다른 사람들에게도 전염되어 다른 사람들도 그러한 생각을 갖게 됩니다. 예를 들어, 사람들이 제품, 서비스, 절차를 개선하기 위해 적극적으로 노력을 기울일 때 인정을 받고 보상을 받는다면 계속 그렇게 하고자 하는 동기가 유발됩니다. 누구나 때때로 칭찬을 받고 싶기 마련입니다. 그렇게 될 때 어떤

유익이 있습니까? 직원들은 스스로와 본인들이 하는 일이 존중을 받는다고 느끼기 때문에 직장에서 즐겁게 일하게 됩니다. 리더들은 회사를 더욱 개선시키고 성공을 거두기 위해 무엇을 해야 하는지를 잘 아는 적극적인 직원들과 함께 일하기 때문에 직장에서 즐겁게 일할 수 있게 됩니다.

• 스스로를 활용하라: 성공을 거두기 위해 수준 높은 노력을 기울이게 되면 직원들의 사기와 활력을 끌어올리게 되며 이러한 효과는 다른 사람들에게도 전염됩니다. 이렇게 되면 직원들이 단지 적당한 선에서 일하는 것이 아니라 조직과 고객들을 위해 그 이상을 일하려고 하는 동기를 부여받게 됩니다. 우리는 살아가면서 경쟁심이 자라게 되고 다른 사람이 하면 자신도 할 수 있다고 생각합니다. 하지만 기대에 못 미친다고 해도 자책하는 것이

where they can grow and advance as long as they take the initiative to help themselves excel. When people see a future, they are happier employees.

• Renewable energy: Each time a person engages in this environment, they know they are supported and valued. This understanding reminds them of the support that will come from the organization and rekindles their willingness to do more. Success breeds success! Renewable power is stored in an organization from the energy generated by the efforts of those who stepped out to improve their condition beyond their job description. New energy is created by others when they believe that the organization is consistent and will continue to honor its ways to support the environment established by investing in spiritual capital. When the organization helps employees to succeed, employees help the organization to serve their customers better. A clear win-win scenario!

• Fills (supports, energizes) the soul: The collective energy permeates the organization and is captured in its processes, procedures, interactions, events, and standard operating procedures. The culture becomes one of doing good for people while doing well financially, a collective win for all concerned. An overall feeling of well-being is created when there is coherency in values and belief—when walking-the-talk and talking-the-walk are in synchrony. There is a strong positive feeling working in an organization where one does not have to be guarded in what they say and do. An organization that has strong spiritual capital investments exudes positive vibes to everyone concerned. Visitors can feel the positive nature of the environment. Benefit? Employees love working here because they have pride in what the organization stands for and how it helps people, including themselves. Leadership loves working here because there is satisfaction in seeing people they lead excel.

“

노력하는 태도를 가질

더욱 발전할 수 있다는 것을 깨닫게 됩니다. 결국 그들은 더욱 행복해지게 됩니다.

• 에너지를 다시 활용하라: 이러한 환경에서 일하는 사람들은 자신이 조직에 기여를 하는 소중한 존재라고 느낍니다. 그들은 조직으로부터 받는 지원을 떠올리며 기꺼이 더 많은 일을 하려고 합니다. 성공이 성공을 낳는 것입니다! 직원들이 자신들이 맡은 직무 이상으로 상황을 개선하기 위해 적극적으로 노력을

기울임으로 인해 창출되는 에너지는 조직의 소유가 됩니다. 조직이 일관성이 있고 정신적 자본에 투자하여 만들어진 환경을 계속 유지하기 위해 노력을 기울일 것이라는 것을 신뢰하는 사람들은 새로운 에너지를 창출하게 됩니다. 조직에서 직원들이 성공하도록 도우면 직원들은 회사가 고객에게 더 나은 제품과 서비스를 제공하도록 돕습니다. 확실한 윈윈 시나리오인 것입니다!

When investing in spiritual capital, one is engaging the soul of an organization. It is no wonder that spiritual capital investments have a tremendous impact in and on organizations.

• 영혼을 채워라(지원, 충전): 이러한 상황을 직접 경험하는 조직원은, 그들이 조직으로 부터 지원과 인정을 받고 있다는 것을 느끼게 하여, 더욱 분발할 수 있도록 만들어 준다. 직원들에게 좋은 회사의 분위기가 형성되고 재정적 상태가 좋아지며 관련된 모든 사람이 유익을 얻게 됩니다. 가치관과 믿음에 일관성이 있고 언행이 일치가 될 때 조직 구성원 전체의 복지가 향상됩니다. 자신이 말하거나 행동한 것에 대해 방어적인 태도를 취해야 할 필요가 없는 조직에서 더욱 긍정적인 감정을 느낀다고 합니다. 정신적인 영역에 대한 투자를 아끼지 않는 회사에 소속된 모든 사람은 긍정적인 감정을 느낍니다. 그곳을 방문하는 사람들 역시 긍정적인 분위기를 느낄 수 있습니다. 이로 인해 어떤 유익이 있습니까? 그러한 회사의 직원들은 회사가 하는 일과 본인을 포함한 사람들에게 주는 이익에 대해 자부심을 가지기 때문에 그곳에서 일하는 것을 매우 좋아하게 됩니다. 리더들 역시도 직원들이 기대 이상으로 훌륭하게 일하는 것을 보며 만족감을 느끼고 회사에서 일하는 것을 매우 좋아하게 됩니다.

It is clear that if leaders build a culture around what is meaningful for their people, there is a high potential for new energy release leading to creativity and innovation. Effectively, focusing on building spiritual capital brings into alignment the values of the people and those of the enterprise. This catalyzes your company for transformational change—ultimately moving to new plateaus of success.

Meet Tom

리더들이 직원들에게 의미를 부여하는 분위기를 형성할 때 새로운 에너지가 창출되고 창의성과 혁신성이 향상될 가능성이 높아진다는 점은 분명한 사실입니다. 사실, 정신적 영역에 집중적으로 투자를 하게 되면 직원들의 가치관과 기업의 가치관이 균형을 이루게 됩니다. 이렇게 되면 여러분의 회사는 변화를 거듭하게 되고 결국 성공을 위한 길로 나아가게 됩니다.

Baldwin Tom is a management consultant, professional speaker, and author of “1+1=7: How Smart Leaders Make 7 Investments to Maximize Value.” A medical school scientist, professor, leadership program developer, and founder of an award-winning science and technology firm, he leverages his experiences in those fields to provide insight and strategies to fit client needs. Tom is a Certified Management Consultant and served as the National Board Chair of the Institute of Management Consultants USA. For more information on Baldwin Tom, please visit www.geoddgroup.com.

볼드윈 H. 톰은 경영 컨설턴트이며 전문 연사이자 “1+1=7: 현명한 리더들은 최대의 수익을 얻기 위해 일곱 분야에 투자를 한다(How Smart Leaders Make 7 Investments to Maximize Value)”의 저자입니다. 또한 그는 의과 대학의 과학자이자 교수이며 리더쉽 프로그램의 개발자이고

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Business Tips

By Jill J. Johnson

Target Marketing: Enhancing Your Sales and Marketing Effectiveness

Your customers can be grouped according to a variety of different identifiable characteristics that reflect their specific needs and interests. These needs and interests impact their attitudes toward purchasing decisions. Each of these groups is called a target market. Target marketing is the response to identified market needs. These needs will differ for groups within the total population and they can change over time. Target marketing can turn challenges created by changes in our economic environment into opportunities to better achieve your organizational goals.

While it may seem very limiting to narrow your market, the truth is you cannot be all things to all people. It is difficult and costly to develop effective promotional messages or reach your most likely purchasers if your target is too broad.

There are three major components to developing effective target marketing for sales results. First, you have to clarify your market segments. Then you have to engage in data mining to verify the market opportunity really exists. Finally, link your target market to your operating, sales and promotional strategies.

1. Clarify Your Market Segments

A solid framework for evaluating your target market incorporates many different variables to develop your customer profile. The key is to identify the distinctive patterns of attitudes, desires, concerns, and decisionmaking criteria for them. By understanding these elements, you can focus your marketing approaches to more effectively reach your target audience and to influence their purchasing decisions. Customers are more likely to identify with messages specifically tailored to their individual needs.

Target marketing typically incorporates an assessment of the demographics of your customer base. There are many demographic variables that can be easily identified and measured. A few examples for a consumer market include such aspects as age, gender, income or marital status. Business customers can consider aspects such as employees, revenue, or years in operation. Knowing where your customers live or work is another method for evaluating your target market. Geography is typically combined with demographics to measure market size.

The psychological profile is a critical variable in target marketing. Understanding your customer’s personality, buying motivations and interests provide compelling opportunities to develop communication messages designed to trigger a buying response in your customer.

구매 결정에 영향을 미칩니다. 이러한 각 그룹을 타겟 마켓이라 부릅니다. 타겟 마케팅은 그처럼 구분한 마켓을 대상으로 한 마케팅을 가리킵니다. 고객들이 필요로 하는 것은 전체 인구에서 어떤 그룹인지에 따라 다르며 시간이 지나면서 바뀔 수 있습니다. 타겟 마케팅을 통해 경제 상황이 변화하여 생기는 어려움을 오히려 조직의 목표를 더 잘 달성할 수 있는 기회로 바꿀 수 있습니다. 시장의 범위를 지나치게 한정하는 것처럼 보일 수도 있지만, 사실 모든 사람들의 구미에 맞추는 것은 불가능합니다. 대상 고객의 범위가 너무 넓은 경우 효과적인 홍보 메시지를 만들고 가장 많이 구매를 하는 고객에게 접근하는 면에서 어려움을 겪고 비용도 많이 들게 됩니다.

더 나은 판매 실적을 올리기 위해 효과적인 타겟 마케팅을 개발하는 데 필요한 세 가지 주요 요소들이 있습니다. 먼저, 시장을 명확하게 세분화해야 합니다. 그러고 나서 시장에 실제로 존재하는 기회를 확인하기 위해 데이터를 마이닝(수집)해야 합니다. 마지막으로, 타겟 시장에 여러분의 운영 및 판매, 그리고 홍보 전략을 접목하십시오.

1. 시장을 명확하게 세분화하라 타겟 시장을 평가하기 위한 명확한 체계를 확립하는 과정에서 생성하는 고객 프로필에는 다양한 변수가 관련되어 있습니다. 중요한 것은 고객의 태도와 희망 사항, 관심사, 결정을 내리는 기준 등의 별도의 패턴을 파악하는 것입니다. 이러한 요소들을 이해하면, 타겟이 되는 고객들에게 더욱 효과적으로 접근하고 그들의 구매 결정에 영향을 줄 수 있는 마케팅 전략을 더욱 중점적으로 사용할 수 있게 됩니다. 고객 개인의 필요에 맞는 메시지를 전달할 가능성이 더욱 높아지게 되는 것입니다.

타겟 마케팅을 위해서는 흔히 고객의 구성을 평가하는 것이 포함됩니다.

대상 인구에 존재하는 다양한 변수들은 쉽게 파악하고 측정할 수 있습니다. 고객 시장을 좌우하는 변수들의 몇 가지 예를 들자면 나이, 성별, 수입 혹은 결혼 여부 등이 있습니다. 사업 고객들의 경우 직원이나 수입, 운영 햇수 등을 고려해 볼 수 있습니다. 여러분의 고객이 어디에서 거주하고 일하는지 아는 것도 타겟 시장을 평가하는 한 가지 좋은 방법입니다. 시장의 규모를 측정하기 위해서는 흔히 지리학과 인구학을 함께 활용할 필요가 있습니다.

심리학적 프로필 역시도 타겟 마케팅에 있어서 중요한 변수입니다. 고객의 성향과 구매 동기와 관심사를 이해하면 고객의 구매를 유도하는 메시지를 개발하기가

Other variables may influence your customers’ purchasing decisions. These can include generational differences or customer brand loyalty. They may be profoundly affected by other people being involved in their purchasing decisions. Do you need to position your marketing messages to influence decision influencers too? Assessing these target market segments provides a gateway for creating better marketing messages to ensure your customers and their decision influencers are compatible with your options.

2. Data Mining

The second critical step to developing your target markets is to quantify your market size. You do this by data mining. Data mining involves analytically reviewing your internal customer and comparing it to external market information. Look for patterns and relationships to help understand your customer’s buying patterns and opportunities to influence them at each stage of their buying decision cycle.

Start by reviewing your Internal Customer Data. Prepare historical summaries reflecting several years of data. Most people only look at one year of data—this is not sufficient to help you determine if your market has achieved its maximum potential or is on a decline. Look for trends and patterns. What types of profiles can you create of those who buy from you? When do they buy? Who is most profitable for you? Start evaluating how effectively your marketing approaches reach them and match their purchasing decision approach.

또한 구매 결정 과정에 관여하는 다른 사람들의 영향을 많이 받을 수도 있습니다. 그처럼 결정에 영향을 미치는 사람들에게 마케팅 메시지를 전달할 필요가 있습니까? 타겟 시장을 세분화하여 평가하면 여러분의 고객들과 그들의 결정에 영향을 주는 사람들에게 더욱 알맞은 마케팅 메시지를 전달할 수 있는 길이 열리게 됩니다.

2. 데이터 마이닝 타겟 시장을 공략하기 위해 필요한 두 번째 단계는 시장의 규모를 파악하는 것입니다. 데이터 마이닝을 통해 그렇게 할 수 있습니다. 데이터 마이닝에는 여러분의 내부 고객을 외부의 시장 정보와 비교하며 분석하는 것이 포함됩니다. 고객의 패턴과 상호 관계를 파악하면 여러분의 고객의 구매 패턴과 그들의 구매 결정 사이클의 각 단계에 영향을 미칠 수 있는 기회를 알아내는 데에 도움이 됩니다.

Then, conduct a detailed review of the available External Data. Assess how your current customer profile matches up with the real market opportunity. Do the demographics show potential for long-term growth? Does the data show anything else that might impact your sales success?

3. Tie Your Target Market to Your Promotional Activities

Promotion must be customer oriented and matched to how, why and when they buy. Where do they look for information to solve their problem or meet their need? It is not about what you want to sell them. You will need different marketing messages for those who are at the awareness stage gathering information than those who are ready to make a final purchase.

Match each of your promotional efforts to your target market. Clarify in detail how it benefits or provides value to them. What needs of theirs does it meet? How does it fit their needs in ways your competitors cannot?

Make your prospective customers understand how you will help them solve their problems or meet their needs by using your target market insight to customize your promotional messages! Tie your promotions to their decision-making cycle and move them through their purchasing decision-making stages deliberately and effectively. Heal their pain points!

There are numerous promotional options beyond sales activities that can help you communicate with your target market. These include advertising, public relations, social media, collateral materials, direct mail, email campaigns, website, tours, presentations, networking, participating in community events, open houses, trade fairs, using giveaways and generating referrals from satisfied customers.

먼저 내부 고객의 데이터를 확인해 보십시오. 몇 년간의 데이터를 수집한 자료를 준비하십시오. 대부분의 사람들은 흔히 한 해의 데이터만을 보지만 한 해의 자료만으로는 여러분의 시장이 잠재력을 최대한 발휘하여 정점에 이르렀는지 혹은 하락세인지를 판단하기가 어렵습니다. 트렌드와 패턴을 살펴보십시오. 당신의 고객을 통해 어떤 유형의 프로필을

있습니까? 그들은 언제 구매를 합니까? 어떤 사람들이 당신에게 가장 큰 이익을 줍니까? 당신의 마케팅 접근 방법이 얼마나 효과적으로 고객에게 접근하고 있으며 그들의 구매 결정 방식과 조화를 이루는지 평가해 보십시오.

그러고 나서 수집 가능한 외부 데이터를 자세히 분석해 보십시오. 현재 여러분이 가지고 있는 고객의 프로필이 실제 시장의 기회와 조화를 이루는지 평가해 보시기 바랍니다. 인구 구성을 통해 장기적 성장 가능성을 알 수 있습니까? 이러한 데이터가 여러분의 판매 성공 여부를 좌우할 수 있는 정보를 알려 줍니까?

3. 타겟 시장과 여러분의 홍보 활동을 연관시키라 홍보는 고객을 중심으로 해야 하며 사람들이 구매를 하는 방법과 이유, 시기와 조화되어야 합니다. 사람들은 문제를 해결하거나 필요한 것을 얻기 위해 어디에서 정보를 얻습니까? 여러분이 어떤 물건을 팔기를 원하는지의 여부와는 별개의 문제입니다. 처음에 정보를 모으는 인지 단계에 있는 사람들과 최종 구매를 하려고 하는 사람들에게는 별도의 마케팅 메시지를 사용할 필요가 있을 것입니다.

타겟 시장에 맞는 맞춤형 홍보 전략을 사용하십시오. 구매를 하면 어떤 이익을 얻을 수 있는지 혹은 어떤 가치가 있는지를 자세히 설명하십시오. 고객이 필요로 하는 무엇을 얻을 수 있습니까? 경쟁사와는 차별화된 어떤 방식으로 고객에게 필요한 것을 제공해 줍니까?

타겟 시장에 대한 통찰력을 바탕으로 맞춤형 홍보 메시지를 활용하여 여러분의 고객이 될 가능성이 있는 사람들이 본인들이 겪는 문제를 해결하거나 필요로 하는 것을 얻을 수 있다는 것을 알리십시오! 고객의 결정 사이클에 여러분의 홍보 전략을 활용하여 구매 결정 단계에 의도적이면서도 효과적으로 영향을 미치게 하십시오. 고객이 불편함을 해소할 수 있게 하십시오!

여러분은 판매 활동 외에도 다양한 홍보 방식을 활용하여 타겟 시장의 사람들과 의사소통 하실 수 있습니다. 그러한 방법에는 광고, 소셜 미디어, 부가 자료, 우편, 이메일 캠페인, 웹사이트, 투어, 프레젠테이션, 네트워킹, 커뮤니티 이벤트 참여, 오픈하우스, 박람회, 증정품 사용 및 만족한 고객들의 사용 후기를 배포하는 것 등이 있습니다.

The effectiveness of how you communicate your value to your customers and key referral sources will determine your ultimate sales success. Communicate with them in the ways they expect. Develop a matrix to clearly define each target market you want and need to influence. Then identify how you will use each promotional opportunity to communicate with and influence each market segment.

Final Thoughts

Using target marketing provides you with a disciplined approach to crafting highly effective marketing messages that have the potential to influence your sales drastically. The process of target marketing is on-going and dynamic. You have to work hard to keep up with your market and discern when it is changing. Changes can be subtle. You will need to adjust your strategies to change with them or you may have to find new customers to remain a viable business.

Meet Jill

따라 궁극적으로 여러분의 판매 성공 여부가 좌우될 것입니다. 사람들이 기대하는 방식으로 의사소통 하십시오. 여러분이 원하고 영향을 주기를 바라는 각 타겟 시장을 명확하게 정의한 데이터를 개발하십시오. 그러고 나서 세분화된 각 시장의 사람들과 의사소통하고 그들에게 영향을 줄 수 있는 어떤 홍보 방법이 있는지 확인하십시오.

결론

타겟 마케팅을 활용하면 더욱 효과적인 마케팅 메시지를 개발하기 위한 적절한 방법을 알게 되고, 결과적으로 여러분의 판매량이 크게 높아질 수 있습니다. 타겟 마케팅의 절차는 지금도 계속 역동적으로 발전하고 있습니다. 시장의 추세에 발맞추고 변화를 감지하기 위해서는 노력이 필요합니다. 변화는 미묘하게 오는 경우도 있습니다. 그에 따라 전략을 조정하거나 사업을 유지하기 위해 새로운 고객을 찾아야 할 수도 있습니다.

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 경영 컨설턴트이자 베스트 셀러 책인 Compounding Your Confidence(자신감을 가지라)의 저자이기도 합니다. 질은 고객들이 사업상 중대한 결정을 내리고 엄청난 성장에 대비하여 시장을 기반으로 하는 전략을 개발하도록 도움을 베풉니다. 질과 상담한 결과 40억 달러 상당의 수익을 올린 결정을 내리게 된 사례도 있습니다. 질은 까다로운 사업 문제를 다루고 해결한 경험이 풍부합니다. 질 J. 존슨에 대해 더 많은 정보를 알아보시려면 www.jcs-usa.com을 방문해 보시기 바랍니다.

Urban Call Briefs

by Lafayette Jones

Comer Cotrell,

Beauty Icon, Founder ProLine Corporation

Comer Joseph Cottrell Jr. 82 passed away October 3, 2014. Born on December 7, 1931, in Mobile, Alabama, he was 15 when he graduated from private high school in 1946. He attended the University of Detroit which was a Jesuit college. He served in the United States Air Force. In 1970, Mr. Cottrell and his brother James “Jimmy” Cottrell founded Pro-Line Corporation, an innovated AfricanAmerican hair care products company based in Los Angeles.

Prompted by the company’s initial success, in 1979 he relocated to Dallas, Texas. He is one of the founders of The American Health and Beauty Aids Institute (AHBAI), the association beauty care companies established in 1981 and served as Chairman from 1984 to 1986. In 1990, Mr. Cottrell purchased and restored the former Bishop College land and moved Paul Quinn College from Waco to its Dallas campus. In addition to his interest in education and philanthropy, he became the first African American to hold a major stake in a professional baseball team, the Texas Rangers.

Black billionaire, and Black Entertainment Television (BET) Founder, Bob Johnson said, “The country lost a great and dynamic leader in Comer Cottrell who built the Pro-Line hair care business into one of the top hair care brands for African-American men and women. But to me, the founder of Black Entertainment Television (BET), I lost a great friend, who, as a visionary and innovative marketing executive, became the first hair care owner to make the decision to advertise his hair care products on BET during its infancy. Comer told me, at a time while BET was not as well established as black print or black radio, it deserved his brand’s support because he was committed to the belief that black businessmen should be the first to reach out and help emerging black businesses that could expand the market opportunity to reach black consumers.”

The New York Times reported: “Comer Cottrell, who started with $600

and a borrowed typewriter, built a fortune making and selling hair-curling products to African-Americans. They rented a small warehouse, borrowed a typewriter from Cottrell’s daughter, took $600 from savings and started mixing hair-care products by hand. They produced a few more successes than failures, but in 1980 Pro-Line struck gold. The partners came up with a way to replicate a hairstyle called the Jheri curl — named for Jheri Redding, who invented it — that involved softening the hair with one solution and curling it with another. At a time of Afro styles, the glossy, loosely curled Jheri caught on with celebrities like Michael Jackson and Lionel Richie. ProLine’s product was intended to allow people to do their own Jheri curls at home instead of going to salons, which had been charging $200 to $300.

Pro-Line’s Curly Kit Home Permanent sold for $8 a box, on which the company made almost $4 profit. There had been larger hair-care companies that specialized in marketing to African-Americans, but Pro-Line was different. Forbes magazine in 1981 called the Curly Kit ‘the biggest single product ever to hit the black cosmetics market.’ In its first year, Curly Kitlifted Pro-Line’s sales from $1 million to more than $10 million. Cottrell became the company’s sole owner after buying out the others. He sold it to the Alberto Culver (Unilever) company for between $75 million and $80 million in 2000. In 1989, he was part of a group led by George W. Bush that bought the Texas Rangers. His investment was $500,000. When the club was sold in 1998, he received $3 million.”

The memorial was held at The Potter’s House Church (led by Bishop TD Jakes) in Dallas and was attended by friends, family, beauty industry leaders and elected officials, including Dallas Mayor Mike Rawlings; Congressman Eddie Bernice Johnson, 30th district of Texas; Congressman Mark Veasey, Eric Brown, former president of Pro-Line International; James Cottrell, co-founder Proline, Cornell McBride, chairman and founder of McBride Laboratories (Design Essentials brands); Eunice Dudley, president of Dudley Cosmetology Schools; and Jeri Duncan Jones, the AHBAI Executive director who read a proclamation from the organization. Lafayette Jones, president of SMSi-Urban Call Marketing and publisher of Urban Call, delivered the beauty industry tribute recalling Cottrell’s industry leadership, pragmatic approach to supporting minority business, and philanthropic community activities.

Renee Cottrell Brown, his daughter, stated: “My father has been a great mentor. I’ve seen him make great contributions in building the community. He has definitely given me exposure and inspiration to succeed.” He is survived by his wife, Felisha Starks Cottrell, a daughter, Renee CottrellBrown (Eric); and four sons and brother, James Cottrell.

Comer Cotrell

Beauty Icon, Founder ProLine Corporation

Comer Cotrell

Beauty Icon, Founder ProLine Corporation

Amy Hilliard Principal, the Hilliard Group Founder

Ted Peterson Association Leader

Urban Call Briefs

by Lafayette Jones

Ted Peterson, Association Leader

Ted Peterson’s professional experience spans 35 years of increasing responsibilities with major corporations and national trade associations such as Eastman Kodak, American Home Products (now Pfizer) and Exel Logistics, the National Association of Chain Drug Stores (NACDS) and Consumer Healthcare Products Association (CHPA). He has extensive experience in the chain retail arena and has successfully brought together and coordinated the efforts and resources of corporate, logistics, manufacturing, information systems and finance to solve problems and achieve targeted goals. He has experience in both domestic and international markets.

Currently, Peterson is the president of CPG Linkages, LLC, a business development firm founded in 2016. The firm connects senior-level association, manufacturer and retailer executives to one-another through targeted 1:1 meetings, annual industry overviews, private gatherings at industry conferences and other opportunities to drive mutual business growth. He is widely recognized as an expert on helping trade associations and mid-tier manufacturers connect with senior executives they need to know to grow their business. Council for Responsible Nutritional (CRN), 3D Communications, Tribal Worldwide, IdeoClick, IM HealthScience, Emerson Group and Round Table Health Partners are among Peterson’s clients. For 13 years, Peterson served as the vice president of corporate development and was a corporate officer of the Consumer Healthcare Products Association (CHPA) and in similar capacities with Eastman Kodak Company, National Association of Chain Drug Stores and Whitehall Laboratories (now Pfizer). Peterson was responsible for membership retention and development as well as providing continuity of value for both active and associate members to protect and grow the organization’s revenue base. CHPA is the national trade association representing manufacturers and marketers of self-healthcare products.

He is widely recognized as an expert on helping trade associations and midtier companies connect with senior executives that they need to know to grow their business. Peterson is a frequent industry speaker and serves as an advisor to association CEOs and presidents of leading CPG manufacturers and marketers.

Some of Peterson’s most significant accomplishments have come in the areas of sales and revenue generation, new product introductions, custom solutions, pioneering new territories and managing large staffs. He has identified domestic and international growth markets and developed successful strategies for penetration.

Amy Hilliard, Principal and Founder, The

Hilliard

Group

A native Detroiter and graduate of Howard University and the Harvard Business School, Hilliard is a seasoned business executive and author with a proven track record of success in senior executive positions in general management, consumer marketing, branding, product development, retailing, acquisitions and global program implementation programs

in corporate and entrepreneurial environments. Additionally, she has a deep understanding of leadership and team development, talent procurement and succession planning. Further, Hilliard has been privileged to work with some of America’s most successful companies, organizations and individuals, having served on non-profit and corporate advisory boards for many years. She is also the proud mother of two college graduates.

Professional Experience

Founder and Principal, he Hilliard Group – 1995 – Present

• A strategic marketing consulting, product development, diversity and leadership training company serving Fortune 500 companies, universities, selected non-profits and entrepreneurial firms. Clients include BET Networks, Walmart, Nielsen, American Express, HBO and others

• Developed the first multicultural marketing manual and process for IBM

• Produced first Diversity Advertorial for Fortune Magazine

• Ms. Hilliard’s keynote, “The Ten Commandments of Diversity Marketing” has been presented globally

President, Fashion Fair Cosmetics - 2014 to 2016

• Headed all functions and responsibilities for the revenue and profits of the largest independently owned prestige cosmetics company in the world for women of color. Managed distribution through approximately 500 prestige department stores in the US, Canada, the UK, France, Kuwait and South Africa

• Rebuilt the marketing, sales, training, e-commerce and product development teams, fortified customer relationships, explored new distribution channels for increased growth

Amy S. Hilliard, Founder and CEO, The ComfortCake Company, LLC–2001-Present

• Based on Ms. Hilliard’s original recipe, ComfortCake® gained national distribution in key retailers including Walmart, Safeway, Jewel; served 6 million servings/year to the Chicago Public Schools; the first customer was United Airlines, appeared multiple times on Home Shopping Network

• Company achieved approved supplier status at McDonald’s

• Owns a patent-pending sugar substitute for baking, Sugarless Sweetness

• ComfortCake® has been profiled on the Food Network, CNN, Fortune, SUCCESS, Black Enterprise and Essence magazines among others

• After 15 years using a contract manufacturing business model, the Company now licenses its commercialized recipes and sells the Sugarless Sweetness ingredient to large customers

Senior Vice President, Marketing - L’Oreal – SoftSheen Division – 1999 - 2000

• After the acquisition by L’Oreal, was brought on board with responsibility for the marketing, advertising, research, public relations and trade promotion for this $100 million hair care products division

• Within two years, launched two new $5 million product lines, lead the successful reformulation of all products for global product standards, moved production from the family manufacturing plant into a L’Oreal corporate manufacturing facility and integrated all operating systems

• Member of the acquisition team that acquired Carson Products Company and integrated it into the division

Ted Peterson Association Leader

Amy Hilliard Principal, the Hilliard Group Founder

Senior Vice President of Integrated Marketing – Burrell Communications Group 1992-1995

• Wrote the strategic plan for the integration of Burrell Advertising, Burrell Public Relations and Burrell Promotions into Burrell Communications Group, the largest communications company targeting the African American consumer market, servicing clients including McDonald’s, Coca-Cola and Proctor and Gamble

• Spearheaded the merging of all functional areas, and named to head new business development, bringing in more new business in one year than ever previously brought in the company’s 25-year history

Director of Multi-Cultural Marketing – Pillsbury Company – Baked Goods Division – 1990-1992

• Created strategic targeted marketing, advertising, public relations and product opportunities for $1 Billion division

• Created the first Spanish language and African-American targeted advertising campaigns featuring the Pillsbury Doughboy in the company’s history

Director of Marketing – The Gillette Company – 1981-1990

• Grew the White Rain Hair Care business from $25MM to over $100MM

• Initiated new product development process for the division that was documented in a case study for Duke University’s Fuqua School of Business

• Member of the acquisition team that acquired the Lustrasilk Company of Minneapolis

• Selected to head the marketing for that acquisition

• Lead the successful manufacturing integration into the Gillette plants and systems

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.

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

The Cannabis Buzz: How the Beauty Industry Responds to this Growing Trend

Cannabis has the beauty scene buzzing. All sorts of products from skincare to haircare to pain management (beauty hurts!) are being infused with CBD oil or cannabis-derived extracts. But, there are still so many questions surrounding this taboo topic. Is CBD legal? Will I get high? Is it safe?

It’s no secret that cannabidiol is having a moment, but let’s break down the what’s and why’s of this trending beauty supplement.

It got off to a hazy start

It was first extracted from the cannabis plant in 1940, which was followed by years of research and testing by scientists to understand all of its benefits - and to prove it doesn’t cause an altered state of mind.

You can imagine the stigma surrounding a compound that stems from the same family as marijuana, and that’s largely why people haven’t known of

it - or felt comfortable using it - until recently. On top of that, state and federal laws remained unclear in their stance on CBD-derived products for many years.

The smoke is clearing

CBD products seemed to snowball into an overnight success, but where did this trend start?

As more research and first-hand testimonials come to light, people are changing their opinion - especially when it comes to health and beauty products. It’s no longer controversial, in fact, hemp-derived CBD is legal in all 50 states as of 2018. And it is that legalization that sparked the craze.

This trend is piquing the interest of beauty retailers and their customers alike. A market segment that didn’t exist five years ago eclipsed at $190 million in sales in 2017 and personal care items led the way. If you were

looking for a sign to start selling CBD products, this is it. This industry is poised to reach over $1 billion by 2022.

Beauty Benefits of CBD

CBD is cutting edge. It’s trendy and it’s daring. Go ahead and say that using a hemp product doesn’t make you feel a little rebellious. However, talk to anyone who has used CBD products and you’ll also hear that it’s a miracle worker.

It’s said to relieve pain, ease anxiety and depression, reduce the symptoms of many diseases, fix sleep issues, and much more. Is there anything this oil can’t do? The beauty industry quickly capitalized on this 8th wonder of the world. CBD is used in many products to fight acne, moisturize skin, reduce fine lines, and boost lashes.

Apparently, Mandy Moore had the right idea in January when she casually mentioned using CBD oil to relieve the pain caused by her high heels while walking the red carpet. It’s hard to say if she spurred the revolution in the beauty industry, but CBD products were definitely the rising star of 2018especially for hair care.

CBD is rich with vitamin E, fatty acids, and proteins that promote healthy hair. It’s added to many shampoos, conditioners, oils, and masks for a number of benefits.

Serious moisture

Hair and scalp health starts with locking in moisture to protect against dryness and breakage. Curly, kinky, and textured hair is the most prone to drying out because it’s difficult for our body’s natural oils to travel down their hair shaft.

CBD-infused hair products improve moisture retention, and this goes for the scalp, too. This leads to less build-up of dandruff and more suppleness of the hair. Plus, most products are gentle enough for daily use.

Grows long and strong

Hemp products can also encourage hair growth and bolster its strength. The omega 3, omega 6, and omega 9 fatty acids in the oil stimulate growth while working alongside the protein, keratin.

For people with hair loss or thinning, this is proving to be a worthwhile solution. The additional vitamins and zinc in CBD oil can fortify strands and prevent hair loss by increasing blood flow to the scalp.

What’s next for CBD? It’s likely that these products will be regulated in the near future. There are plenty of products out there making false claims, not using pure CDB, or not using adequate amounts of the oil. You must spend the time to find a reputable product - ask questions and read labels. Don’t purchase anything if its claims aren’t supported by its ingredients.

Products to Stock THE ESSENTIALS

LIMITED EDITION

REGAL FLORAL ENVY ADJUSTABLE BLADE CLIPPER

Andis® Company’s new, limited edition Regal Floral Envy Adjustable Blade Clipper features a fresh, floral take on one of the industry’s favorite tools. The high speed, adjustable blade clipper, found exclusively at Sally Beauty Supply, is an ideal tool for allaround professional styling. Its lightweight, ergonomic design makes it easier to cut clipper-over-comb, while a powerful yet, whisper-quiet magnetic motor can cut through any hair type, wet or dry. The clipper’s high-speed carbon steel blade adjusts from size 000 to 1 (and includes four attachment combs) making it an excellent option for fading or longer lengths.

New Releases

There are tons of new products hitting the market from some of your favorite brands. From new collections to innovative ingredients that are sure to inspire your customers to change their haircare regiment, Jinny Beauty Supply has a product scheduled to be available for sale to meet your needs. Here are the Top 5 New Products expected to be available at Jinny this quarter.

1African Pride Black Castor Miracle Take Down Moisture & Detangling Masque AP29429

Why It’s the Top Contender

Undoing braids, weave or any other protective style after several weeks can be a chore. The hair tends to be dry and tangled and can discourage customers who are unsure of how to treat their tresses. That’s where the African Pride Black Castor Miracle Take Down Moisture & Detangling Masque comes in. It imparts intense moisture and the necessary slip to detangle hair.

Highlights

• Infused with Black Castor Oil and Coconut Water

• Deeply hydrates hair after one use

• No sulfates, mineral oil or petroleum

2

Imperial DAX Indian Hemp Deep Conditioning Treatment

IDO84

If your customers’ hair is fried, they’ll fall in love with the DAX Indian Hemp Deep Conditioning Treatment. It contains an oil blend that repairs tresses that have suffered damage from chemical treatments. Perfect for locking in moisture and improving hair texture.

3

The Mane Choice Hair Solution Sophisticated Sheen Spray MANE769

Harkening back to the days where large afros were all the rage, The Mane Choice Hair Solution Sophisticated Sheen Spray aims to be the sheen of choice for today’s naturalistas. It reduces frizz, infuses brilliant shine and is gentle enough for daily use.

4

RICH Luxury Beard Oil

RH7087

Get rid of beard itch with Rich Luxury Beard Oil. This moisturizing oil leaves the skin and beard soft, without the greasy residue. This luxurious oil blend is simple to apply and gives the beard a stunning shine.

5

Summit Labs LIV Naturally Conditioning Hair Deodorizer

SM5228

There’s nothing worse than being in an environment that is filled with cigarette or cigar smoke and smelling those odors in your hair. Or perhaps a trip to the gym has left a protective style less than fragrant than it was before. In any instance of unwanted odors, the LIV Naturally Conditioning Hair Deodorizer is perfect for refreshing hair.

CLIPPER TIPS

Sponsored by Andis Co.

The Supra Li 5 ClipperPowered to Perform

by Kenny Duncan

The newest cordless creation from Andis is the Supra Li 5 adjustable blade clipper. Powered by a lithium-ion battery, you can enjoy two hours of non-stop clipping time. But the best feature of this new clipper is the precision cutting performance from its five-position adjustable blade – adjustable from size 0000 to 1. This makes it perfect for tapers and fades. Plus, you get six different attachment combs for added versatility.

The powerful rotary motor inside the Supra Li 5 delivers 5,500 cutting strokes per minute. This speed is measured by how many times the cutter blade moves from the middle to the left or right then back to the center. The speed of the blades affects the final look of the hair when cut; slower moving blades leave hair with a textured finish while faster moving blades produce a smoother more precise finish. In comparison to other rotary motor clippers, the Supra Li 5 is among the fastest.

Because the speed and torque of this clipper easily cut through thick hair, it makes the Supra Li 5 one of the few adjustable blade clippers that I use to perform the clipper-over-comb technique. And, the consistent power provided by the lithium-ion battery maintains the same energy output level throughout the entire charge of the battery. But if you get to the end of the battery life, just plug the clipper in and keep on cutting.

Overall, the Supra Li 5 packs a considerable punch, yet it is compact and lightweight. It’s very maneuverable and will allow clipper cutters to produce styles with less arm and hand fatigue. This tool is an excellent choice for either mobile barbering or all day behind the chair...without weighing you down.

For more info on the Supra Li 5 visit andis.com today.

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 800-361-0786 or visit them at 4300 Northeast Expressway, Doraville, GA.

BEACH BABY LIGHTS

THERAPY TRENDS

Disrupting the Hair Care Business, Naturally!

by Elayne McClaine

About 115 million units of hair relaxer were consumed in 2017. This represents a year-by-year category decline over the last decade. There has been a disruption in the hair care business - about 79% of black consumers now have natural hair. That used to be the proportion of how many women had chemically altered their hair. Permanent chemicals no longer drive industry sales. The disruption of the market is spearheaded by natural hair trends and the unnatural trend toward weaves, wigs and extensions. Today, consumers spend over $250 annually, on “hair.” It’s acceptable, it’s enjoyable and it’s versatile. Over 65% of OTC consumers purchase wigs, weaves, and extensions to complement their natural hair. Many factors are driving this disruption.

The absence of permanent chemicals no longer limits consumers to permanency. They can change their look from day to day or from hour to hour. Natural hair care helps the consumer keep their hair healthy as it expands their styling options. They can color, shave, curl or extend their hair at a moment’s notice. Even the preference for more synthetic wig products has a “disposable” impact on the category. Purchases of wig products were once motivated by the prestige of human hair versus synthetic hair. The attraction is now the thrill of change. To accommodate a change in wardrobe, they can create a new look with new hair. Variety is as much the key to this disruption as the preference for natural, healthy styling. OTC operators must supply a new array of natural hair products as well as synthetic hair products. Temporary color or colored tracks can take a consumer from long to short or from blonde to brunette. Beyoncé today. Fantasia tomorrow. Why should they commit? Category permanency has been disrupted naturally and synthetically.

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.

West Side Scholarship Recipients Feel Supported and Encouraged Five Months in to School

At-risk youth find personal and professional confidence with the Wahl Fade It Forward program.

A few months in to the Wahl Fade It Forward program, the chosen students have found that the support from UCAN, a Chicago social service organization, has given them a leg up at His & Hers Barber School.

“The four-week mentorship program prior to starting class gave me a head start on cutting because I learned about everything in the first five chapters of our textbook prior to classes starting. It helped out a lot,” said Andre Whittington.

Now in their fifth month of the 13-month program, Mikayla Harper, Andre Whittington, Quientin Crump, and Sebastian Moore, are able to fully understand the benefits of the Fade It Forward program. Wahl’s Fade It Forward Mentorship Program presented each mentee with a full scholarship to His & Hers Barber School, a mentor and the continued support of UCAN. The Wahl Fade It Forward Program was created when Wahl Education & Artistic Team (W.E.A.T.) member Garland “G-Whiz” Fox and a few others began to think about how they could give back to the community. They decided to find some at-risk youth that need a chance and give them an opportunity.

more into the ins and outs of barbering, having a professional mentor on call has been a great help.

“I have reached out to my mentor for a lot of customer service questions. I had a client that wanted me to do something different than what they had described to me, so they got mad at me. I went back to my mentor and asked them what to do to handle those situations,” said Sebastian Moore.

The partnership with UCAN provides the students with transportation and community assistance. The students know if they need anything, they can reach out to UCAN and get support. His & Hers has also given the students an opportunity to give back to their community by arranging back-to-school cuts for kids in need.

The students are on track to graduate in August 2019. With the confidence from the Fade It Forward program, the students look forward to graduating, getting into the work force and eventually becoming mentors themselves.

About Wahl Professional

“Wahl really wanted to truly affect people’s lives with this venture,” said Lance Wahl, Global Vice President – Professional Products, Wahl Clipper Corporation. “We know that to really succeed in this industry, you need to have a strong foundation. The mentors that Garland and UCAN found for these students are really helping them grow as professionals and people. When you combine the mentorship with the strong school system that His & Hers provides, it gives us high hopes for their future in this awesome industry.”

Initially, the promise of a scholarship to attend His & Hers Barber School gave the students the most excitement. As they’ve gotten

Since 1919, with the invention of the first practical electric hair clipper, Wahl Clipper Corporation has been the leader in the professional and home grooming category. Today, with over 2,500 employees worldwide, Wahl is proud to carry forward the tradition of innovation and superior customer service that was created by Leo J. Wahl. Headquartered in Sterling, Illinois, Wahl distributes to 176 countries and has eight global manufacturing facilities as well as 25 sales offices. At Wahl, we are proud of our heritage of excellence as well as our remarkable list of groundbreaking innovations for the present and future for the global market. Visit www.wahlpro.com for more details.

INTRODUCING OUR

COCONUT CRÈME

ULTRA-CONDITIONING RELAXER

SYSTEM

Enhanced with 100% Pure Coconut Milk, and infused with Flaxseed Oil, Grapeseed Oil, Avocado Oil, Argan Oil, and Aloe, this new and improved treatment delivers Superior Straightening while maintaining hair’s natural strength and nutrient-rich moisture.

Our Exclusive, Professional-strength Cuticle Stabilizer instantly lowers and normalizes your hair’s natural pH level, helping to rebuild and strengthen your strands.

For amazing, long-lasting results, use our entire COCONUT CRÈME Collection...

Clear Essence Cosmetics USA, Inc. dba Bluefield Associates, Inc. Reveals New Exclusive Look and Feel on Popular SKU’s

For the first time in 10 years, Clear Essence skin care range is getting a new look. The packaging is a new modern look featuring a solid color scheme, gold foiling and simplistic lettering. “While our old package designs served their purpose, we felt it was time for something new—something modern that reflects the current status, success and eliteness of the company and Clear Essence brand,” said CEO/Owner, Dr. Iheatu Obioha. “We know we offer some of the best skincare products on the market, and we want to make sure our image reflects that level of quality, so we gave ourselves a facelift that we are confident better communicates what Clear Essence Skincare products are today.”

The new look-and-feel is a significant improvement over the previous packaging. The product names adds an Exclusive caption and features and benefits are more dominant on the front of all packages giving consumers more information into what they can expect from the Clear Essence brand. The new package design will provide consumers globally with a consistent look for all Clear Essence products that will be easily recognizable and distinguishable from counterfeit products due to its hard to replicate design.

The company’s redesign is also a part of a movement towards eliminating plastic consumption by its consumers. The new container’s text is sand blasted directly onto the container whereas previously the container was shrink-wrapped with an extra tear away label.

A final upgrade comes with a tamper-proof induction seal under the cap, which will help ensure freshness and quality to Clear Essence consumers around the globe.

Clear Essence Platinum Medicated Fade Crème, Platinum Medicated Fade Crème with SPF 15, and Platinum Skin Beautifying Milk will be the first products to receive the new and enhanced packaging. Customers throughout world markets will begin seeing the Platinum Line products in the newly-designed packaging as early as January 2019. Clear Essence will roll-out the new packaging into its other products over time.

To learn more about the Clear Essence skin care brand, please visit, www.clearessence.com.

Bio-Oil®, the number 1 selling scar and stretch mark product in 25 countries, from Cape Town, South Africa announces new distributer-Kao USA Inc.

Union Swiss (Pty) Ltd, the owner of the BioOil brand, is pleased to announce that it has entered into an agreement with Kao USA Inc. Effective from November 29, 2018, Kao USA Inc. will be its exclusive distributor in the US.

“We are incredibly proud to bring Bio-Oil® to the Kao USA Inc. family,” says Kenny Robinson

VP, International Marketing & Sales at Kao USA Inc. “As a global leader in the scar and stretch mark category, the Bio-Oil® brand has so much value in the market place and we are excited to take the brand to the next level in the US. We are looking forward to seeing the brand grow in 2019 and are thrilled to be able to expand the brand’s knowledge of skincare

with even more consumers.”

Bio-Oil® is a one-of-a-kind, dermatologist recommended skincare oil formulated to help improve the appearance of scars, stretch marks and uneven skin tone. Its unique formulation, which contains the breakthrough ingredient PurCellin Oil™, is also highly effective for aging and dehydrated skin. Inspired by the preen gland oil of ducks, PurCellin Oil™ serves as the delivery system, ensuring that the goodness contained in the vitamins and plant extracts contained in the formulation is easily absorbed. This proprietary ingredient gives Bio-Oil® a light, non-greasy texture and ensures maximum efficacy of the ingredients.

After a Century of Innovation, Wahl Professional Releases the 100 Year Clipper

Sterling, Ill. (November 20, 2018) – Wahl Clipper has been pioneering precision clippers and quality barber tools since 1919. To commemorate the centennial anniversary of the company, Wahl Professional is releasing the 100 Year Clipper. With a nod of thanks to its loyal customers, the 100 Year Clipper is the company’s pledge to honor the past, look toward the future and never stop innovating.

A celebration of precision-made high-quality tools, in its design, it evokes the classic style of the first Wahl clippers coupled with the reliable cutting performance barbers and stylists expect.

“This unit features timeless metal construction and feels like our original clippers but, with Wahl’s new cordless Li-Ion clipper technology,” said Steve Ardnt, Senior Product Engineer.

Constructed with an all-metal housing and taper lever, this heavy-duty, high impact clipper packs in more than a vintage throw-back feel. The advanced rotary motor feeds consistent power to tackle thick hair without bogging down and the high-quality lithium-ion battery has a 70-minute run time, while cord/ cordless capabilities ensure continuous cutting for the busy barber.

Wahl Professional’s purpose has always been to further the possibilities of the barber and stylist’s craft.

From the beginning, company founder Leo J. Wahl prioritized working directly with barbers to improve the efficiency and convenience of Wahl Clippers, a practice that continues through today. “The 100 Year Clipper represents Wahl from 1919 to present. There is so much feeling evoked from the 100 Year Clipper: pride, joy dedication and longevity,” says Tracy Vock, Senior Product Manager.

The 100 Year Clipper continues the strong commitment to innovation and professional-level tools that perform, and is a great addition to any barber’s tool belt.

About Wahl Clipper Corporation

Since 1919, with the invention of the first practical electric hair clipper, Wahl Clipper Corporation has been the leader in the professional and home grooming category. Today, with over 2500 employees worldwide, Wahl is proud to carry forward the tradition of innovation and superior customer service that was created by Leo J. Wahl. Headquartered in Sterling, Illinois, Wahl distributes to 176 countries and has eight global manufacturing facilities as well as 25 sales offices. At Wahl, we are proud of our heritage of excellence as well as our remarkable list of groundbreaking innovations for the present and future for the global market. Visit www. wahlpro.com for more details.

Farouk Systems, Inc. Hosts 4th Bi-annual CHI Education Symposium

Houston, TX – Farouk Systems, Inc. hosted its 4th Bi-Annual CHI Education Symposium for cosmetology instructors across the US. Over 80 instructors from CHI Partner Schools traveled to Houston for this 3-day educational event.

afternoon that focused on the Royal Treatment line.

The next 3-days consisted of educational classes where instructors took courses such as: VA VA Violets with CHI

Each instructor attended the official welcome party held at Bella Vetro. Here, they walked through red draping onto the official red carpet. The evening’s festivities titled, Circus du CHI, gave attendees a vintage styled circus theme that included inspirational art work supplied by the Mosque Art Gallery. The food served, stayed true to the theme, with items like cotton candy and hot dogs. The entire Farouk Systems Team dressed in circus style costumes with an official Ring Master portrayed by Dixie Russell, CHI Schools Director, who helped orchestrate the experience. As an added highlight, CHI Students were mentored by CHI Elite International Artist Andrew Guerra. He helped the students with finished models in true carnival fashions and hairstyles that complimented the art work. The models performed on 4 mini stages as guests walked around, taking photos and posing with them. Efrain Liave, CHI Elite International Artist also created a styling show on Friday as well as conducting a hands-on updo styling class that

Chromashine by CHI Elite International Artist Andrew Guerra, The Tailored Man by Esquire Barber Anna Perkins, a Milady Class by Patti Wannabaker and Creating a Higher Income by Hollie Lillie and Assistant, Dixie Russell. The symposium also included a tour of Farouk Systems and a special welcome by Dr. Farouk Shami and Lisa Marie Garcia. Before the end of the Symposium, Dixie Russell and Lisa Marie Garcia announced the CHI Partner School of the Yearthe Houston Training School.

“Houston Training Schools cosmetology instructors have returned from the CHI symposium with more motivation than ever before. The Milady classes have instantly improved our theory hour, and business building has impacted our clinic floor sales. Showing our students pictures of the instructors working on the manikin doing men’s cuts and fashion colors with a smile have proved that learning never stops and we as educators are always willing to grow and step outside of the box. It was a truly inspiring weekend that has also allowed our team of instructors to get on a new level - TOGETHER. Everyone I on the same page and are more goal orientated than ever. Thank you to the CHI Schools Department, and the whole Farouk Systems family for all you do for education. “ Kimberly Poblano, Houston Training Schools - Main campus

According to Russell, “I am so proud of our team this year. Everyone had so much passion for the students and the instructors.”

The Kirschner Group, Inc. has acquired Jay Halaby and Associates. The acquisition will better serve the needs of the changing landscape of beauty. This acquisition strengthens TKG’s already impressive portfolio of brands and its leadership role in bringing beauty to consumers. “As we welcome Jay Halaby and Associates into our Kirschner Group family, we believe their

Sally Beauty Holdings, Inc. (NYSE: SBH) recently announced that Beauty Systems Group, the company’s professional distribution division, has signed a new agreement with Pravana to offer the brand through its CosmoProf and Armstrong McCall stores.

Pravana is owned by Henkel AG. Says Mark Spinks, president of Beauty Systems Group, “This partnership will further enhance our hair color and care portfolio, which will expand our ability to support our stylists.” “We are excited to begin our partnership with BSG,” adds Michelle Chandler, Pravana general manager. “Because of our dedication to improving the lives of everyday stylists, Pravana’s choice to expand distribution was

added expertise will greatly contribute and improve the growth to our current customers. Jay and I are encouraged by the opportunity we bring to each other’s businesses and the positive impact we will have to our valued customers,” says Harlan Kirschner, CEO of TKG. For more information about the acquisition or distribution opportunities, visit kirschnergroup.com.

made for our community to ensure that we are further living up to what we’ve promised to be: a brand that’s ‘created by stylists, for stylists. ’ This next phase will allow us to continue empowering hairdressers with quality products and even greater accessibility.”

Pravana maintains its commitment to its existing, highly valued distribution partners who have helped shape the brand into what it has become. “We are honored to have had the ongoing support of our existing partners,” says Michelle. “Without them, we wouldn’t be where we are today, and we are looking forward to continuing our relationships.” To learn more, visit pravana. com and licensedtocreate.com.

Pierre Laubies is the new CEO of Coty Inc. (NYSE: COTY). He has also been appointed as a director. Camillo Pane has resigned as CEO. Pierre has a wealth of operational and financial experience in the consumer packaged goods industry gained from his time at both Mars and Jacobs Douwe Egberts (JDE). Until recently, Pierre was CEO of JDE, a leading player in the global coffee category. The Board has commenced a renewal process to bring new perspectives to the company and strengthen independent director representation. Specifically, the Board has agreed and started a process to add two new independent Board members with deep commercial and financial experience.

In addition, Peter Harf is taking over the chairman role from Bart Becht, effective immediately, and the Board has appointed Erhard Schoewel as its lead independent director. Bart Becht says, “We are very grateful for Camillo’s many contributions to Coty during his time as CEO. His leadership was critically important during Coty’s integration of the P&G Specialty Beauty Business. Following the transaction, Camillo greatly accelerated the growth of the Luxury and Professional businesses, built a much stronger management team and delivered on the synergy commitments associated with the transaction.” Visit coty.com.

Pierre Laubies

Harlan-Kirschner

Hook Ups

Distributor Dish People

SHOW CALENDAR

WHEN WHAT WHERE CONTACT

Jan 7-8 3rd Annual Salonex Mumbai, India http://salonex.in

Jan 12-13 MLB Original MW SuperBarber & Bty Show Rosemont, IL mlbmidwesttradeshow.eventbrite.com

Jan 13 Spa Hive Under the Stars Norwich, CT spahive.com

Jan 13-14 Cinderella Hair Extensions: 6 Methods Dallas, TX www.cinderellahair.com

Jan 13-15 National Retail Federation’s Annual New York, NY nrfbigshow.nrf.com

Convention & Expo/Retail’s Big Show “Impact Happens Together”

Jan 13-16 Strategies Incubator Seminar Austin, TX strategies.com

Jan 13-16 Strategies Internal Training Intensive Workshop Austin, TX strategies.com

Jan 13-17 ECRM/EPPS Cosmetics, Fragrance & Bath Orlando, FL ecrm.marketgate.com

Jan 14-15 Live Love Spa San Diego, CA livelovespa.com

Jan 15-Oct 24 CX Executive Academy Cleveland, OH thedijuliusgroup.com/project/cx-executiveacademy/

Jan 19-20 9th Annual Beauty Supply Store Opening Los Angeles, CA beautysupplyconference.com and Owners’ Conference

Jan 20-21 Int’l Beauty Exposition

Las Vegas, NV internationalbeautyexposition.com

Jan 20-21 Serious Business 2019 New Orleans, LA seriousbusiness.net

Jan 20-22 Redken Symposium 2019 Las Vegas, NV redken-symposium-2019

Jan 20-23 North American School of Podology: Moncton, NB, Canada www.northamericanschoolofpodology.com Certified Master Pedicurist

Jan 21-22 Beauty X Beauty Media and Influencer Summit Los Angeles, CA https://beautyxsummit.com/

Jan 22 The Spa Buzz Spa + Wellness Day Napa, CA thespabuzz.com

Jan 23-24 Indie Beauty Expo Los Angeles, CA indiebeautyexpo.com

Jan 23-25 Beauty & Anti-Aging Show Tokyo, Japan http://www.this.ne.jp/eng/

Jan 23-25 Organic and Natural Products Show Tokyo, Japan http://www.this.ne.jp/eng/

Jan 25-27 Beacon by Professional Beauty Assoc. Long Beach, CA probeauty.org/beacon

Jan 26-28 International Salon + Spa Expo (ISSE) Long Beach, CA probeauty.org/isselb/

Jan 26 North American Hairstyling Awards Long Beach, CA probeauty.org/naha

Jan 27 NASNPRO: FL Conf. for Salon/Spa Pros Boynton Beach, FL http://nasnpro.com/event/

Jan 27-31 John Paul Mitchell Systems Hawaii Seminar Honolulu, HI https://bit.ly/2MZoBFT

Jan 29-31 Nat’l Assoc. of Wholesalers-Distributors Washington, DC naw.org

FEBRUARY

Feb 2-4 Rome International Estetica, Rome, Italy http://www.romainternationalestetica.it

Feb 2-5 Nat’l Beauty Culturists’ League Board Meeting Washington, DC http://www.nbcl.info/

Feb 3-7 Spring Fair International, Birmingham, UK springfair.com JANUARY | FEBRUARY

SHOW CALENDAR

FEBRUARY

Feb 4-5

Feb 4-5

Feb 4-5

Feb 4-5

Feb 4-5

BeautyWorld Japan Fukuoka Fukuoka, Japan www.beautyworldjapan.com

ECRM/EPPS Premium Beauty Care Prague, Czech Republic ecrm.marketgate.com

ECRM/EPPS Merchandising Solutions Chicago, IL ecrm.marketgate.com

ECRM/EPPS Convenience Store Chicago, IL ecrm.marketgate.com

ECRM/EPPS European Cometics, Fragrance Prague, Czech Republic ecrm.marketgate.com

Feb 5 CEW: NPD Grp’s Year in Review/Trend Forecast New York, NY cew.org

Feb 5-7 WestPack 2019 Anaheim, CA westpackshow.com

Feb 5-8

Feb 6-7

ECRM/EPPS Impulse, Front-End, Checklane Chicago, IL ecrm.marketgate.com

ECRM/EPPS European Men’s Beauty/ Grooming Prague, Czech Republic ecrm.marketgate.com

Feb 8-10 The Medical Spa Show Las Vegas, NV medicalspashow.com

Feb 11-12 Live Love Spa Las Vegas, NV livelovespa.com

Feb 12-15 Premium Beauty & Health Show Tokyo, Japan http://www.premiumbeautyhealthshow.jp/ english/

Feb 13 WWD Digital Forum: Beauty New York, NY https://fairchildlive.com

Feb 17-18 Professional Beauty GCC Dubai, UAE professionalbeauty.ae

Feb 17-18 World Spa & Wellness Convention Dubai, UAE professionalbeauty.ae

Feb 17-18 Keune Foundational Color Atlanta, GA keuneeducation.com

Feb 18 NASNPRO: FL Conf. for Salon/Spa Pros Chandler, AZ http://nasnpro.com/event/

Feb 19-20 ICMAD Cosmetics/Technical Regulatory Forum Manhattan Beach, CA icmad.org

Feb 22-24 Cosmetology & Barber Expo Fresno, CA cosmobarberexpo.com

Feb 24-25 Professional Beauty London 2019 London, England professionalbeauty.co.uk

Feb 24-25 Int’l Manufacturers & Distributors Forum London, England professionalbeauty.co.uk

Feb 24-25 Pro•Hair•Live Manchester, England prohairlive.co.uk

Feb 24-25 Spectrum International Beauty Expo Los Angeles, CA sibe.la

Feb 24-25 Keune Next-Level Color Atlanta, GA keuneeducation.com

Feb 24-25 J. Beverly Hills Battle of Haircuts: Men vs. Women Chatsworth, CA www.jbeverlyhills.com

Feb 24-27 Personal Care Products Council Meeting Palm Beach, FL 202-454-0328, personalcarecouncil.org

Feb 24-27 Global Beauty & Wellness Exchange Bluffton, SC www.exchangeevents.net/ GlobalBeautyExchange2019/

Feb 25-27 23rd BeautyAsia Singapore Singapore, Malaysia http://www.beautyasia.com.sg/

Feb 26-28 China International Beauty Expo Spring Beijing, China chinainternationalbeauty.com

Feb 26-28 Personal Care and Homecare Ingredients Guangzhou, China http://www.pchi-china.com/en/

Feb 27-28 MakeUp in Los Angeles Los Angeles, CA makeup-in-losangeles.com

Feb 28 CEW: Beauty Insider Awards Product Demo New York, NY cew.org

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 was your hottest selling product in 2018?

2018년에 가장 인기가 있었던 제품은 무엇입니까?

• What was your favorite, popular trend this year and why? 올해의 인기 트렌드 중 가장 마음에 드는 것은 무엇이며 그 이유는 무엇입니까?

• What have you learned from 2018 and how do you plan to make 2019 better for your business?

2018년에 무엇을 배우셨으며 2019년에 사업이 더욱 성공하기 위해 어떤 계획을 하고 계신가요?

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 하겠습니다. 몇 개의 질문에 답변을 함으로써,

감사 드리며, 많은 참여 부탁 드리겠습니다.

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

Silky &Shiny

Deluxe Luxury Du-Rag

Many men prefer a wave pattern on their close-cut hair or may even like their hair braided.

That’s why it’s imperative for every man to own the Dream World Deluxe Luxury Du-Rag. Not only does it protect hair from friction against cotton pillowcases, but its velvet or glitter fabric options make this a stylish choice, too.

Case Quantity: 24/Dozen

Colors Available: Camouflage Digital Beige, Camouflage Army, US Flag and many more!