OTC Beauty Magazine | January 2023

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BUSINESS TIPS

Using Video to Reach the Largest Market Audience

By Lexie Dy

People love videos. If you need convincing, consider that YouTube is the second-largest platform in the world. There are over 2.1 billion monthly active users worldwide, and a staggering 500 videos per hour were uploaded to YouTube between 2015 and 2020. On any given day, 122 million users visit YouTube, and a reported 62% of online users visit YouTube every single day.

KNOWLEDGE TO KNOW

Is Online or In-Person More Creative?

By Susan Robertson

A recent study found that online interactions result in less creativity than face-to-face. The reason: when online, people mostly stare at the screen, rather than letting their eyes wander around, which sparks more divergent thoughts.

FEATURE

The Cosmetic Industry Year in Review 2022, and Looking to 2023

Novi Connect, a platform for brands, formulators, and manufacturers to develop clean and transparent beauty products, looks at the positive trends and benchmarks that have emerged in the past year and will continue in the coming year.

CEO: Ann Jhin

Editor: Allyson Leak

Art Director: Sam Choi

Advertising Manager: Candace Smith

Arabic Translator: Laura Albast

Columnists: Lafayette Lafayette Jones, Edward Murawski, Andis

Contributors: Susan Robertson, Lexie Dy

To subscribe, call us at 678-805-3291 or visit www.otcbeautymagazine.com.

Subscriptions are no charge for businesses (including retailers, manufacturers, and distributors) in the U.S. of the beauty and barber supply industry.

For all other subscribers, yearly subscriptions (12 issues) are $48.00. Please send a check payable to OTC Beauty Magazine to: OTC Beauty Magazine; attn: subscriptions; 3587 Oakcliff Rd.; Doraville, GA 30340. Cover price is $6.00.

OTC Beauty Magazine offers useful business tips and effective selling tools to boost revenue and customer traffic for OTC retailers. The magazine also provides invaluable product knowledge, industry news and insights for retail store owners, manufacturers, distributors and professionals in the barber and beauty supply industry.

OTC Beauty magazine is published monthly by Jinny Corp. Postage paid at Auburn, AL and at additional mailing offices. Reproduction in whole or in part of any text, photographs or illustrations without written permission from a staff member is strictly prohibited.

Post Master: Please send address changes to: OTC Beauty Magazine Attn: Subscriptions 3587 Oakcliff Rd., Doraville, GA 30340 Tel: 678-805-3291 Fax: 678-805-3292

New Year, New Outlook!

Happy New Year! I hope you had a wonderful holiday season. The new year is the perfect time to embrace a fresh outlook and get re-aligned with your goals. If you’ve encountered business challenges in 2022, this is the time to give your business the boost it needs. You can start by creating a resolution list for your business that includes updating your business plan, streamlining your processes, refreshing your marketing strategy, and networking with like-minded people. Making a new connection once a month through LinkedIn or an in-person event will help you grow in the right direction. Strong social ties are essential in building new ventures. In addition to meeting new people, you could also take classes to fine-tune your skills or learn something new. These are all ways to increase morale and spark innovation for you and your team. If you are interested in ensuring your social media plan is efficient, check out “Make The Most of Your Post” on page 10 and “Using Video to Reach the Largest Market Audience” on page 22.

Our January issue has various hair and beauty tools that are customer favorites. The Tae H. Jhin Awards on page 34 is a way to celebrate the achievements of Jinny’s Brand partners and honor Tae H. Jhin, a visionary and outstanding businessman who left an impeccable legacy. We are also excited to feature the OTC Beauty Magazine awards on page 36 and thank all our advertisers for their phenomenal work. Our Manufacturer Profile on page 20 features Matthew Ryan, who chatted with us about the fantastic things én Love is doing to keep their customers happy, engaged, and uplifted through positive messaging and quality products.

Please continue to share any ideas for articles you want to see in the magazine. We welcome your feedback and look forward to helping you find new ways to thrive this year.

Wishing you the best, and I hope you enjoy the issue.

Allyson Leak EDITOR

BY ALLYSON LEAK

Make The Most of Your Post

More than half of the world uses social media. According to Smartinsights. com and research by The Global WebIndex, 59% of the world’s population uses social media, with the average daily usage being almost three hours. Many social media users are on more than one platform, so it is essential to make sure your company uses at least two to three platforms to spread the word about your store and products. It’s vital to make the most of each post so that your followers want to share it with a friend or save it for later.

Social Media Planning

A social media calendar can help you stay organized and keep your content consistent. It is a great way to brainstorm ideas and see everything all in one place. You can use sites like www.hootsuite.com and www.later.com, which will allow you to plan out posts and schedule them ahead of time.

A Call-to-Action (CTA)

At least every other post should encourage your audience to take action. A good call-to-action helps your customer know the next steps to take to buy your product. You can ask a question in the post picture or caption, or share a link leading them back to a post on your company’s blog. Another idea is to have annual beauty giveaways that require your audience to provide their email address on your site to enter.

Make It Relevant & Engage

Try your best to write posts that are authentic to your brand and relatable to your audience. Your posts should entertain and inspire your customers. Find creative ways to share stories about your store, your team, and why you are passionate about the products you sell. You could also share things that can educate your customers about the products and address topics that might concern them. These are all great ways to generate a conversation because that’s what keeps people coming back for more of your content.

to REPAIR

MADE to CARE

The Makeover

Cococare’s Cucumber Hydrating Facial Mist features natural cucumber extract, green tea, aloe vera and hyaluronic acid to refresh and hydrate skin with every spray. The refreshing sensation of cucumber cools and soothes skin upon contact while green tea rejuvenates skin leaving it with a gorgeous glow. Cucumber Hydrating Facial Mist is alcohol-free and paraben-free

Many people have resolutions in the new year and sometimes they include a new hair or beauty look. Your customer may be in the mindset to try out new things. This would be a good time to offer samples for new products in your shop. We’ve put together a variety of great products that you can suggest to your customers.

The Curls Day Curl Refining Cream offers a soft, natural styling hold for beautiful, bouncy curls. It also aids in styling manageability, lasting definition, and flexible hold while adding shine and softness. It strengthens and restores lost moisture to elongate and define curls with no shrinkage.

The Born to Repair

Reviving Hair Oil is blended with sustainably-sourced Shea Butter, Amazonian Nut Oil and Babassu Oil. This made to care system deeply moisturizes, fights frizz and adds shine for healthy-looking curls and coils. It is free of parabens, silicones, petrolatum, mineral oil, artificial colors, and DMDM hydantoin.

Nail Lacquer are great for offering vibrant

Mielle Rice Water & Aloe Vera Braid & Scalp Moisturizer

Ready for that one and done product?

This “holy grail” moisturizer provides your customers braids and scalp with lightweight hydration without build up. This non-greasy spray instantly absorbs into braids and the scalp to moisturize and deeply condition braid styles. It helps maintain proper moisture levels to preserve the health of the hair and scalp throughout the duration of the protective style and reduces breakage during “take down.” It is also great for twists and locs!.

Mielle Rice Water & Aloe Vera Braid Set Foam

Set it and forget because this fast-drying foam smooths flyaways, prevents frizz and gives your customers braids, that last for days. Providing hold for neat, longer lasting braids, it helps to blend braiding hair (synthetic or human), smoothes fly-aways and prevents braid frizz. Also, great for twists and locs.

Beauty Tools

Mielle Microfiber Drying Towel

Tell frizz and friction it’s a wrap! Mielle’s soft microfiber towel wicks away excess water with a gentle material that assists in keeping your hair cuticle and natural oils intact and avoids creating unwanted frizz on the hair. It also features a strong elastic loop with a double button for extra security and ease when drying your hair. Your customers can use it to keep their washed and conditioned hair smooth.

Ma Brown's Revitalizing Hair Oil, rejuvenates the scalp to help promote hair growth. Designed to rejuvenate the scalp and stimulate the hair follicle, it helps create bouncy, shiny, long and strong hair.

Ma Brown’s Ultimate Curl Styling Gel shapes and defines curls with maximum control.

Mielle Detangling Brush

This 8-row flexible detangling brush has adjustable bristles and a comb like structure. This brush can be modified to tackle any hair type from loose waves to tight coils. It detangles without pulling strands or snagging curls, helping minimize hair fallout. With a curved comb shape for comfortable use on the scalp, it is great for detangling freshly washed hair, optimal for detangling in the shower and great for scalp massages.

A Smooth Finish

Your customers can set the tone for their style and add hydration with Cantu Protective Styles Braiding & Twisting Gel. This firm, long-lasting, non-greasy formula helps keep protective styles slicked down and in place. It’s perfect for setting the foundation of your braids under weaves and wigs, cornrows and box braids, or to retwist locs.

The ApHogee Keratin 2 Minute Reconstructor is a powerful strengthening conditioner for moderately damaged hair. It helps hair maintain moisture, rebuild strength, and elasticity. It is recommended on tinted, bleached or relaxed hair. It soothes irritated scalp and may be applied following each shampooing until the healthy condition of the hair is restored. ApHogee Keratin 2 Minute Reconstructor helps repair damage caused by chlorine and hard water.

The Curl Care Moisturizing Shampoo is made with coconut oil, argan oil and vitamin E. Your customers can start their wash day with the HASK Curl Care Moisturizing Shampoo. Enriched with a miracle blend of coconut oil, argan oil & vitamin E, this formula hydrates and protects the curl texture from damage and frizz. Each wash gently removes build-up without stripping away natural oils, revealing bouncy and weightless curls.

Shine ‘n Jam Conditioning Gel Silk Edges is an edge control that contains Olive Oil and Silk Proteins that help nourish your hair and scalp and keeps your hair looking and feeling healthy and manageable. This gel is one of the best hair gels on the market because it provides and powerful hold with hardening your hair.

MANUFACTURER PROFILE

OTC: What is the mission of the én Love brand?

Matthew Ryan: To offer the best beauty products to support their natural beauty.

OTC: If you had to pick a phrase or word to represent your brand, what would it be?

Matthew: én love, forever for always.

OTC: What is your role at the company?

Matthew: We take a team approach to the foundation and growth of Born Brands as each person has a key role in the success:

The Head of R&D creates breakthrough formulas that are best in class.

The CMO Marketer creates eye-catching packaging, engaging consumer activations, and true innovation. The CEO provides vision, financial support, and logistics.

OTC: How did the company get its start?

Matthew: This company has been a vision for the last several years. A simple desire to create with everything you have learned and touched. This along with being surrounded by strong creative minds from diverse backgrounds to help build én love.

OTC: How did you get your start in the beauty industry?

Matthew: I got my first role in the ethnic category from Carson products that specialized in Dark & Lovely. I immediately fell in love with the beauty industry having the blessing of working for Loreal, Colomer Products and Revlon over the next 20 years. I was blessed to touch or directly run many brands during these tenures including Crème of Nature, Creative Nail Design, Roux Products, American Crew, Revlon Professional, Dark and Lovely, Garnier, and Mizani.

OTC: What is the best business advice you’ve ever heard?

Matthew: “The riches are in the niches.” Business, beauty, and life is in the details with the main ingredient of passion and “Nothing is as important as passion. No matter what you want to do with your life, be passionate” by Jon Bon Jovi.

OTC: What are some of your most popular products?

Matthew: Our two most popular products are the forever, for always edges control and Leave-in conditioner. They are both formulated with 100% Aloe as the first ingredient leaving the hair pillow soft while leaving a luminous shine.

OTC: What sets your brand apart from the rest of the industry?

Matthew: There are three things that set us apart from others: Our first ingredient is 100% Aloe versus other haircare products in the

The passion, integrity, and hardwork of the people behind the brand are an essential part of success. The team at én Love is dedicated to providing the best service, quality products, and building long lasting relationships with their customers.

Matthew Ryan

multi-cultural space that start with water as the first ingredient.

Our team: an award-winning chemist to create best in class formulas, a leader that has a proven track record of double-digit growth on legacy brands, a marketer that has created breakthrough campaigns and new product launches.

Our story: There is nothing greater than the passion we have for our natural beautiful hair. The everyday journey starts with én love by providing deep hydration from root to tip leaving hair pillow soft.

OTC: How have customers responded to your brand so far?

Matthew: The response to enLove has been extremely positive based on reviews on Amazon and at hair shows with the fragrance as the #1 product attribute they love. They love the product name and the design of the packaging as they care clear – “I have not seen this before”. Our key products that are gaining rave reviews are the “edge gel, the conditioner, and the styling gel. We just need to keep building awareness and driving trial with our social media and grass roots tactics.

OTC: What are some of the key ingredients in your products?

Matthew: Every sku within enLove franchise always starts with 100% Aloe as the first ingredient versus traditional haircare products that start with “water”. We know that aloe key benefit is “hydration” and our first collection Moisture Crush is about delivering a “moisture reservoir” deep inside the hair shaft to provide 3x the moisture with a 24 hours hydration. In addition to 100% Aloe, the Moisture Crush collection includes well known and proven ingredients that provide hydration – Coconut oil, Honey, and Argan Oil. We also added in Marula Oil known for its hydrating and moisturizing properties that won’t make hair greasy or weigh it down to round out our “moisture complex” for dry, textured hair. Consumers are well educated in knowing that “one natural ingredient is not enough – I need more”.

OTC: What trends do you feel are most prevalent in the multicultural beauty industry right now?

Matthew: Natural Ingredients that provide proven benefits. Customers are familiar with “traditional” natural ingredients like shea butter, coconut oil but they are also searching for new natural ingredients that can provide a deeper level of beauty benefits. Expect to see new natural ingredients enter into the marketplace.

In addition, you are seeing a lot of “skin care ingredients” migrating into hair care – hyaluronic acid that can help your hair follicle lock in moisture and moisture is the #1 desired benefit in multi-cultural hair. This trend is being coined “skinfication” as the scalp is skin that provides a healthy foundation for healthy hair.

OTC: How do you share product knowledge with your customers and retailers?

Matthew: We utilize social media, point of purchase messaging at shelf, QR codes, product brochures to share product information about enLove to ensure the consumers get the full effect of product benefits and ingredients.

OTC: What have you found is the best way to connect with your customer?

Matthew: We live in a “social” society where consumers live on their devices and use it to connect with one another and to learn about new trends, new products, and lifestyle. As a beauty brand, we utilize social media to

engage with the multi-cultural consumer via Instagram and TikTok as a primary form of social media engagement. We also know that influencers are very influential when it comes to beauty and lifestyle content. For enLove its important to use the right influencers who can reach our target in a very authentic way with content that resonates. Grassroots events are another way we engage with consumers especially hair shows and beauty store activations. Sampling and introductory deals to “try” enLove at an affordable price is our strategy and it is working. We know that when she smells the product, she immediately falls in love with it and wants to try it so we make it affordable for her to purchase the entire collection at hair shows such as The World Natural Hair Show in Atlanta which has more than 10k consumers in attendance.

OTC: How can OTC stores benefit from having your product lines in their stores?

Matthew: We know that OTC / beauty supply stores are the foundation of multicultural hair and where consumers will shop to find all things multicultural hair. If you are a new brand to this industry, OTC / beauty store is where you can start as retailers are also shopping in OTC to see what is new and then they will look to bring those items into the retail channel. The OTC / beauty stores also allows enLove the ability to have a one on one relationship with store owners by engaging with them and sharing the brand with a tool kit that includes a introductory displays, samples, pop materials to help merchandise and bring attention to the brand.

OTC: What suggestions do you have about store placement of your items and also talking points for OTC store employees?

Matthew: For new products, front and center on endcaps where consumers can see “new” products. We took a page out of what we call 101 OTC –create and ship an OTC launch kit that includes a product display that provides product information, POP materials that can be placed on the shelf in front of your display and in the window, samples for the store to hand out to consumers to introduce them to the new products, branded items like t-shirts, face mask. The OTC personnel, love to hear about new products but provide them with the top 3 – 5 benefits of your collection that is easy for them to repeat to customers. One thing we did was provided T-shirts and samples to keep the brand top of mind when they are engaging with customers.

OTC: Do you have any upcoming shows or events?

Matthew: We are looking at all the major events like the World Natural Hair Show in Atlanta, Ubiquitous in DC, Todays Black Woman Expo in Chicago but at the same time, looking at smaller venues in markets like Charlotte, Detroit, Philadelphia that will allow us to have a more intimate engagement with consumers. As a new brand, we want to be able to send samples to events that we can’t attend to ensure that énLove has a presence and we are spreading the “love”.

OTC: Are there any new projects or products you’re working on?

Matthew: We are always working on new products to meet the needs of the multi-cultural consumers but its important that for enLove, we are bringing “best in class” innovation that is truly new / different and better. There is so much more to come from énLove….stay tuned.

OTC: Is there anything else you’d like to share with our readers?

Matthew: Try én love and fall én love.

Nothing is as important as passion. No matter what you want to do with your life, be passionate

Jon Bon Jovi ”

USING VIDEO TO REACH THE LARGEST MARKET AUDIENCE

People love videos. If you need convincing, consider that YouTube is the second-largest platform in the world. There are over 2.1 billion monthly active users worldwide, and a staggering 500 videos per hour were uploaded to YouTube between 2015 and 2020. On any given day, 122 million users visit YouTube, and a reported 62% of online users visit YouTube every single day.

The bottom line is that people love videos, and you should definitely take advantage of that in your marketing plan.

Choose Your Video Style

Live videos are live-streamed to showcase products, go behind the scenes, or have Q&As. They can have a feeling of excitement and urgency that keeps viewers engaged. You can also include customer testimonials where your customers share their experience with your business, your product, or your service.

Tools to Help Your Video Look Professional

The most important tool besides a professionalgrade video recording device is editing software. That will allow you to combine video footage with still images and audio, along with a lot of other features like fade-in and titles.

Instructional videos are short, usually animated, and explain the product in a fun and easy-to-understand way. You can use that to introduce a product or service in simple terms and teach your viewers all about your business, along with demonstrating your product or service in action.

They can be used to show interesting features, benefits, or simply how the product works. For instance, if your business sells beauty products, then having models use and demonstrate how to apply them is one way to keep your customers returning over and over again.

Social media videos are meant to create brand awareness. They need to be short and sweet and, of course, clever and witty. Social media users on their smartphones will only stay with a video for a minute or less, so make every second count.

You can purchase stock video footage which is pre-recorded and can be added to your own video. There are large libraries at all kinds of prices to fit your marketing budget.

Animations and graphics add a lot to your video and can be purchased pre-made, or you can even create your own using software like Canva or Animaker, which are easy to use and require no experience to make surprisingly professional-looking design elements.

Optimize Your Videos for Searches

First, be aware that it’s not only humans that watch your video; they’re also watched by search engine crawlers. In order for your videos to come up in online searches, it’s important to understand how to optimize them. Make sure the keywords you choose are descriptive of the content of the video. Then

With the popularity of social media and online engagement,

videos are one of the best ways to add fun and interesting content to your marketing campaign.

include those keywords in the description of your video as well as any subtitles or closed captions.

and allow your audience to get to know you beyond your business, adding a personal and human element. Maybe you’ve got an interesting story about developing your own fragrance that lets your viewers know how unique and personal the product is.

Add a transcript of what’s being said in the video to help search engines understand it, and make sure your title is descriptive, too.

Place your video where it can get the most views, like Facebook and YouTube. You probably already have followers on those sites, so you have a built-in audience. And by asking your followers to share them on their own pages, you can get a huge number of views without even having to pay advertising costs.

Incorporate Video into Your Content Marketing

Including video in the content marketing you’re already doing adds interest and trust. Videos can take the place of blogs to increase viewer engagement

And for increasing brand awareness, videos are much more likely to go viral on social media if they’re well-produced and engaging. Learn more here about how to use video to enhance your marketing content strategy.

With the popularity of social media and online engagement, videos are one of the best ways to add fun and interesting content to your marketing campaign. And with the explosion of people sharing videos, your business is able to reach an audience of millions with very little investment.

Meet Lexie

Lexie Dy has an important mission: to help young people prepare for successful careers in today’s tough job market. At Ready Job, Erica helps develop lesson plans and other educational resources, all geared toward helping the site’s visitors build the skills needed to excel in any workplace.

Is Online or In-Person More Creative?

The short answer? BOTH. Or NEITHER. It’s solely dependent on how the meeting is structured and managed.

A recent study found that online interactions result in less creativity than face-to-face. The reason: when online, people mostly stare at the screen, rather than letting their eyes wander around, which sparks more divergent thoughts. But the flaw with this study was that the conditions that actually result in creative thinking were not set; not in the online nor the in-person experiments. So, even though the in-person interactions were slightly more creative, neither were very creative at all, in the absolute.

10 Rules for Brainstorming Success – In any environment.

1. Free them from the fear. It’s very difficult for people to share ideas if they’re concerned about negative consequences. A climate that helps people get past the fear is critical. One key principle is to prohibit any evaluation (even positive evaluation) during the idea generation phase. All evaluation occurs only after idea generation is complete.

Effective creative thinking requires adherence to specific guidelines. If done casually, without guidelines, it won’t be effective regardless of online or in-person.

2. Use the power of the group. Build, combine, and create new ideas in the moment. Don’t just collect ideas that people have already had. The building and combining is where the magic happens. Break up into pairs or small groups to encourage even more building and combining.

BY SUSAN ROBERTSON

3. Get outside stimulus. Asking the same people to sit in the same place and review the same information won’t result in exciting, new ideas. Talk to your customers, talk to other experts, explore what other industries are doing. Have the in-person meeting in a park or museum. If online, mail everyone some dollar-store toys in advance, or play music or show unusual pictures.

4. Encourage the crazy. Something often heard at the beginning of a brainstorming: “Every idea is a good idea.” Followed by a collective eye roll because no one believes it. While it’s not true that every idea is a practical idea, it is true that every idea can offer useful stimulus for additional ideas. Sometimes ideas thrown in as jokes can be the spark that leads to new direction and a winning idea. So allow, encourage, and use every idea, even if only for creative fodder.

5. It’s a numbers game. The more “at bats” you have, the more likely you are to hit a home-run. Drive for quantity. Ensure the session is long enough to generate lots. If you only spend 10 minutes, don’t expect great results.

6. Laugh a lot. Humor stimulates creativity, so let it

happen. One easy way - have everyone introduce themselves by answering a fun or silly question. Here’s one used in a session in December – “What’s something you DON’T need more of for the holidays?” The resulting answers were hilarious, and some even started sparking real ideas!

7. Homework is required. Both individual and group efforts are critical for success. Insist on individual preparation. Ensure everyone knows the goal, and ask them to do some homework in advance.

8. It’s not casual. Effective brainstorming requires skillful facilitation, which is a different set of skills from managing other meeting types. There must be a designated facilitator, who is NOT the primary problem owner. The role of the facilitator is to objectively manage the process. Ideally, the facilitator should be someone who has no stake in the outcome and can remain neutral to all content. Designate a

facilitator far enough in advance that the person has time to fully plan the session, and potentially to study up on how to do it well.

9. If it looks like a duck, but doesn’t act like a duck, it’s not a duck. If you can’t, or don’t intend to, follow the guidelines for successful brainstorming, then don’t call it brainstorming. For example, a meeting that just becomes a stage for one person to spout their opinions isn’t useful. And if a brainstorming is not organized and structured appropriately, everyone will feel how ineffective it is, and they’ll be sure to skip your next session. So, either set up for success, or don’t bother.

10. You’re not done until you decide. Everyone has been in this situation; it’s the end of a brainstorming session, a long list of ideas has been created, and someone volunteers to type up the list. And…. that’s it. There’s no action, or at least none that we’re aware of. It’s demotivating to spend time and energy generating ideas only to feel they went nowhere. Plan time for selecting and prioritizing the ideas during the session. Spend at least an equal amount of time on converging as you do on diverging. Yes, you read that right. If you generate ideas for an hour, also spend at least an hour on selecting, clarifying, and planning. If you leave with a huge list of nebulous, potential ideas, that’s not success. The outcome should be a short list of clear ideas, and a plan for action.

Whether in-person or online, creativity happens when the correct conditions are set. If you’re doing it casually, without guidelines, and without skillful facilitation, it may not be tremendously effective. However, with appropriate focus on the process and environment, and by following these rules, you can effectively generate creative solutions in any setting.

Meet

Susan Susan Robertson empowers individuals, teams, and organizations to more nimbly adapt to change, by transforming thinking from “why we can’t” to “how might we?” She is a creative thinking expert with over 20 years of experience speaking and coaching in Fortune 500 companies. As an instructor on applied creativity at Harvard, Susan brings a scientific foundation to enhancing human creativity. To learn more, please go to: https:// susanrobertson.co/.

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Tae H. Jhin Awards 2022

Susan

Christina Fuller Proctor & Gamble

OTC Beauty Magazine Awards 2022

The Cosmetic Industry Year in Review 2022, and Looking to 2023

Novi Connect, a platform for brands, formulators, and manufacturers to develop clean and transparent beauty products, looks at the positive trends and benchmarks that have emerged in the past year and will continue in the coming year According to a Gallup Poll, nearly two-thirds of U.S. adults are concerned about global warming. As the end of 2022 nears, there has been a definite shift in the world’s priorities as the effects of climate change are being taken far more seriously. Novi has compiled six positive trends and benchmarks achieved this year: more sustainable products, an increase in climatepositive conversations and products, a focus on circular economy and zero waste, accelerated digital transformation, and a greater emphasis on supply chain stability as well as the customer experience. Novi is pleased to be part of the solution in creating a cleaner world, providing a platform for beauty brands to source the ingredients and packaging needed to cut the waste and carbon emissions that contribute to the world’s environmental pollution problems.

“2022 has seen positive momentum in the beauty industry with the adoption of cleaner practices and the streamlining of sustainable product and packaging development,” says Kimberly Shenk, Novi Co-founder & CEO. “It’s been exciting for Novi to be an important tool to create change - making it easier to develop beauty products that will leave a lighter footprint on the planet. 2023 will be a year for this positive shift to flourish.”

Positive 2022-2023 Trends in the Cosmetic Industry:

1. More Sustainability and Transparency

Companies desire to be transparent and connect with their consumers on the common goal of doing better for the planet on multiple fronts, not just environmentally but through philanthropic endeavors, DEI, and more. Many companies incorporate their sustainability reports and practices on their websites to share their progress, gaining consumer confidence and inspiring other companies to follow suit.

Customer Favorites

When it comes to style definition, hold and deep hydration, these brands are the perfect match. Check out the Jinny Top 5 so you know the products that customers keep coming back for.

Item # HB3721

The Hairobics AllDay LOCKS Braid Gel helps lock styles in place and keep them looking better longer. The use of Tea Tree Oil will reduce any itching that may occur.

Item # CK04132

Just5’s ammonia free color solution is a gentle formula that your customers can use to help cover gray hair. It’s so gentle, they can even color their hair a day after a relaxer or straightening it. The process is quick and easy. Customers spend five minutes gently coloring their hair for 6 weeks of coverage, with our super-rich MoistureDuo™ conditioners to help protect the hair.

Item# RR18305

The Lottabody Foaming Mouse is for relaxed and natural hair. It creates soft wraps, defines curls, tames frizz, and is infused with coconut and shea oils.

Item # BMB10211

Super Lace Glue has been specially formulated to bring an invisible, long lasting and worry free bonding sensation to make it feel natural. If your customers had problems getting a long lasting glue to last long, then they will love the strength and security offered by Super Lace Glue.

Item# MI64225

Healthy hair begins with the proper conditioner. Your customers can give their hair the care it deserves with Mielle’s Pomegranate & Honey Leave-In Conditioner. It’s lightweight, smells good and feels great. Formulated for thick and curly hair, it’s perfect for adding shine and preventing frizz.

By Russell Trahan

Get Your Expertise in Front of Your Target Market

When your expertise—in the form of an article—is in print or online, readers can save the magazines, tear out the page, bookmark the URL, download a copy, or e-mail a link to a friend. This gives them the ability to react to your message the next week, the next month, or even the next year. Studies have shown that business owners, executives, entrepreneurs, and C-suite level decision makers read their industry publications and association magazines cover-to-cover every month— more often than they read an entire edition of The Wall Street Journal or an entire issue of Entrepreneur. To sell yourself without saying a word you need the third-party credibility of your content in print and online; this book shows you the proven ways to make it happen.

CLIPPER TIPS

Sponsored by Andis Co.

Ceramic Blades

The ‘Cooler’ Choice

By Andis Company

To help your customers pick the right replacement blade for a clipper or trimmer, it’s important to understand the differences between ceramic blades and steel blades. Thanks to today’s manufacturing technology, ceramic blade sets offer many advantages over their all-steel counterparts.

Benefits of Ceramic Technology

Ceramic blades were developed with performance and longevity in mind. They are known to be longer lasting, smoother-cutting and up to 75% cooler running than steel. They also offer better rust and corrosion resistance. For novice barbers, ceramic blades provide an additional benefit – the ability to keep the clipper turned on for extended periods of time without causing the blades to get too hot for their clients. Cool and comfortable tools can help deliver a better client experience, which leads to positive word-of-mouth advertising.

Ceramic Blades Available for Master® Clippers and T-Outliner® Trimmers

In addition to providing a complete lineup of Ceramic Edge® detachable blade sets, Andis now offers Ceramic Edge® blade options for their most popular tools: the corded and cordless Master Clipper, as well as both corded and cordless models of the T-Outliner Trimmer. While the ceramic blades for these four tools have recently been updated with new Andis branding, you can rest assured that even though they have a new look, the genuine Andis quality remains the same.

For more information on ceramic blade sets and how to properly maintain your blades and tools for optimum life, visit andis.com.

Palmer’s Releases First Brand Campaign In Partnership With The Sasha Group

Focused on self-love, this campaign shows intimate moments where skincare can instill confidence, appreciation, and happiness

Palmer’s, in partnership with The Sasha Group, announced their first brand awareness campaign, marking an uplifting evolution for the legacy skincare brand that is credited with carving out the cocoa butter space and trusted in the pregnancy skincare space.

Historically concentrated on skincare benefits and formula efficacy, the brand has unveiled #ShowYourSelfLove, tapping into the strikingly personal moments of self-care the world needs more of.

Through this campaign, Palmer’s is encouraging their audience to celebrate self-love by visualizing moments where and when it can happen, and where and when it can create feelings of confidence, acceptance, and care.

Inspired by insights taken from viral videos on socials that preach the importance of self-love, and a category that tends to focus too often on the exterior, the campaign sees Palmer’s shift to the new age of self-care embraced by younger audiences, while encouraging the importance of intergenerational confidence their products have instilled. The team wants to encourage consumers during these moments of exterior care to create opportunities for self-love. Palmer’s exists to make every day, real, dutiful personal care products and claim self-care as an expression of self-love.

Showcasing a diverse group of individual women across four moving vignettes, instances they show themselves love, and the ways in which they pass that to their own families, Eva Nosidam Productions served as the production company for the spotwhich was created with a mixed media approach.

information on Palmer’s, please visit their website: https://www. palmers.com/.

About E.T. Browne Drug Co., Inc.

“We’re eager to share with our loyal customers and a new generation of Palmer’s lovers the love and care that goes into crafting Palmer’s products,” said Robert Neis, President of E.T. Browne Drug Company. “This next phase in our ongoing conversations with consumers is so important to us as a company, it’s an opportunity to go deeper. And we can’t think of a better partner than the Sasha Group, known for their modern approach to branding.”

E.T. Browne Drug Co., maker of Palmer’s, is a family owned business and one of America’s most loved skincare companies. For 180 years, Palmer’s® has been a trusted brand, providing treatmentoriented products that are passed down from generation to generation. The name Palmer’s® is synonymous with high-quality, efficacious natural skin and hair care product lines including Cocoa Butter Formula, Coconut Oil Formula, Shea Formula and Skin Success. To learn more about E.T. Browne Drug Co, visit www. palmers.com, Facebook, TikTok, Instagram.

“We’re thrilled to partner with Palmer’s to release such a special, important campaign for one of the world’s most beloved brands and a historic leader in skincare,” said James Orsini, President of the Sasha Group. “They are committed to making a positive difference across their community and creating a meaningful dialogue for their consumers, and we couldn’t be more excited to harness that alongside them.”

The full Show Yourself Love campaign can be seen here. For more

About the Sasha Group

The Sasha Group is a digital marketing agency, consulting company, and educational training firm (creating content and media strategies for social media advertising) for small-medium businesses and challenger brands. The agency is part of Gary Vaynerchuk’s group of companies, VaynerX.

SOURCE The Sasha Group

Cleveland’s Wahl Professional

Fade It Forward® Scholarship Winners get Paired with Mentors

Recently, Wahl Professional gathered their local partners in Cleveland, OH, to pair the latest Fade It Forward® Scholarship winners with their professional barber mentors.

Cleveland barbers Jermaine Smith, James Stone, Jesus Corporan, Alan Seats, Kelly Rice, Jr. and Tara Crookston have graciously agreed to mentor Fade It Forward® students. Wahl’s Fade It Forward® program, the most robust philanthropic program in the barber industry, aims to remove the financial burdens from barber students who would otherwise be unable to accomplish their goals of becoming professional barbers. Launched in 2018, Fade It Forward has awarded more than $350,000 in scholarships to nearly 30 young adults from 4 cities (Chicago, St. Louis, Cleveland, and San Diego).

tutoring to help them pass their state licensing exams, connection to social services for those in need, transportation stipends to get to school, and a one-on-one mentorship program with a local professional barber. Over the 40-hour mentorship program, students learn how to build a book of business, assist in day-to-day operations, and maintain professional relationships with coworkers. Though they are not licensed to cut hair, they learn the business of being a barber by doing a bit of everything around a shop to keep it running smoothly. This includes washing and folding towels, sweeping floors, observing their mentor’s barbering skills, and learning what it takes to build a clientele.

Beyond offering at-risk youth scholarships to a local barber school, the Fade It Forward® program also offers personalized

Once they have graduated from barber school, Fade It Forward® scholarship recipients receive tutoring from a Wahl Professional educator to help them prepare for their state licensing exam. These exams are theory-based, complex, and are often stressful for barber school students. The Wahl Professional tutor, provided

Wahl Professional’s one-of-a-kind program provides at-risk youth holistic support, including barber college scholarships, local barber mentors, dedicated tutoring to pass their state licensing exams, transportation stipends, and connections to social services.

at no charge, is able to focus their studying efforts and help ensure their success on the exams, their last milestone before beginning their professional barbering career.

“The barber community is fairly small, so building a network is important. We are giving our Fade It Forward® students that entree,” says Julie Gustafson, Senior Manager, Marketing at Wahl Professional. She adds, “They will learn cutting skills in school, and will keep learning when they’re licensed, but the mentorship program is about showing them what it means to be a barber in the community, how to conduct themselves professionally, and how to build their business.”

Garland “G Whiz” Fox, Wahl Professional Educator and co-founder of the Fade It Forward® program, believes that Fade It Forward® teaches students what makes barbering a special profession: “Barbering is about community. Barbering is about taking care of everyone around you, not just in your household, but each individual person that comes through your life. You have to pay it forward. In this case, FADE it forward.” “This is going to create the pathway for them to be successful, to impact their families, and impact their communities that they are going to be working in,” added Kelly Rice, Owner of Keratin Barber College in Cleveland, OH, who is proud to be a part of the Fade It Forward® program.

The Cleveland Fade It Forward® students are expected to complete their mentorship and graduate from barber college within the next two months.

Photo Caption: L – R: Kendry Frias, Alan Seats, Jalen Dennis, Jermaine Smith, Chad Medley, Jr., Kevontae Sumlin, Urban League’s Nate Phillips, Tara Crookston, Brandon Thomas, Kelly Rice, Sr., Faith White, James Stone, Brooklyn Hatchette and Wahl Professional’s Julie Gustafson with Kelly Rice Sr.’s granddaughter.

About Wahl Professional

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 http://www.wahlpro.com/ for more details.

Ampro Industries, Inc. Adds Maggie Ocasio to Salesforce

World-Renowned Sales Leader Joins One of the Beauty Industry’s fastest growing, most trusted manufacturers.

Ampro Industries, Inc. is pleased to announce and welcome Maggie Ocasio as Vice President of Sales. Ms. Ocasio will be overseeing national sales accounts for some of the country’s largest distributors and retailers.

Ocasio | Vice President of Sales

Ms. Ocasio has over 32 years of experience leading sales in the multicultural segment of the health and beauty industry. Prior to joining Ampro, Ms. Ocasio served as the head of sales for Bronner Bros. Enterprise, wherein she was responsible for driving the company’s sales for several decades as the primary point of contact for all major retailers and distributors.

“We have always been impressed by Ms. Ocasio,” said Jonathan Rudner, CEO of Ampro Industries. “She is admired by everyone who has had the honor to work with her. The Board is thrilled to have Maggie join our team.” Rudner said he is looking forward to another record-breaking year this 2023.

“Ever the consummate professional, Maggie Ocasio has a keen awareness of the needs of consumers in our marketplace. She has been an

industry mentor of mine for decades. We are honored to have Maggie join the Ampro team during this time of unprecedented growth at our company” said Jack Sammons, President of Ampro Industries.

About Ampro Industries, Inc

Ampro Industries, Inc., is a manufacturer based in Memphis, TN.

For more than 70 years, the company has been committed to producing topquality personal care products for hair, body, and skin. Ampro’s products can be found in mass market and beauty supply outlets throughout the United States, Canada, the Caribbean, Europe, Africa, South and Central America.

The family of products includes, Shine ‘n Jam, Magic Fingers, Ampro Pro Styl Protein Styling Gels, Clear Ice, the Pro Styl line of hair accessories, Long Aid, and Ultra Glow. In addition, Ampro contracts manufacturers for various large retailers, distributors, and privately owned brands.

Maggie

When your customers come in looking for a faux ponytail, here are complementary items you can suggest.

ELASTIC HAIR BANDS

Point them in the direction of the variety of sizes, styles, and textures you offer for hair bands.

EDGE GELS

The edge gel or glosser helps refine the style to look sleek and polished.

SATIN SCARVES

A satin scarf is excellent for locking in the front of the ponytail style or for sleeping to hold the style intact.

WOODEN BOAR BRISTLE BRUSH

Let them know that these are great for leaving the hair with a smooth finish while reducing breakage.

HAIR ACCESSORIES

Hair clips and decorative charms are perfect for the front of the hair or adding to the ponytail or a long braid.

You could also put some nice pictures you cut out of a magazine and place them in frames on the walls for customers to get hair inspiration.

“Nothing is more powerful than an idea whose time has come.”

Victor Hugo French Poet & Novelist

American International Industries 5 www.gigispa.com/www.punky.com

BOBOS Remi 31 www.instagram.com/bobosremi.inc

Born Brands, LLC ........................................................................................ 23 www.enlovebeauty.com

L’Oréal 11 www.carolsdaughter.com

L3VEL3 Inside Front Cover www.lv3.com

M&M Products Company ........................................................................ 19 www.mmproducts.com

Combe 25 www.combe.com

Cococare 33 www.cococare.com

DreamWorld 6, 15, 17, 39, 48, 49, 53, 55 www.dreamworldproducts.com

Nouvelle Nouveau 3 www.nvnvbeauty.com

Pak’s 41 www.pakcosmetics.com

PDC Brands 45 www.cantubeauty.com

EDEN BodyWorks 9 www.edenbodyworks.com

Procter & Gamble 49 www.mbib.com

Hollywood Hair Bar 27 www.hollywoodhairbar.com

Robanda 65, 66 www.robanda.com

Innovative Beauty 43 www.godefroybeauty.com

Inspired Beauty ........................................................................................... 29 www.haskbeauty.com

JBS Hair 46, 68, 69 www.JBSHair.com

Softsheen Carson 7 www.softsheen-carson.com

Straight Arrow ............................................................................................. 12 www.manentail.com

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 products performed the best this year in your store?

Do you think having them in a certain location in the store helped with sales?

Are there any other topics that you would like to see covered in the OTC Beauty Magazine?

Mail this form to: ( 보내실곳 : )

OTC Beauty Magazine, Attn: Editorial Dept. 3587 Oakcliff Rd. - Doraville, GA 30340 Email: editor@otcbeautymagazine.com

SHOW CALENDAR

WHEN WHAT WHERE CONTACT

JANUARY

January 1 - 13 Hair Love Retreat Tulum Mexico hairloveuniversity.com/love-retreat

January 10 - 11 Cosmet’Agora Paris, France www.cosmetagora.fr

January 19 - 22 LES THERMAL Paris, France https://www.thermalies.com

January 28 North American Hairstyling Awards (NAHA) Long Beach, CA www. probeauty.org/events-programs/naha

January 28 Beauty Valencia Valencia, Spain www.beautyvalencia.es/beauty-valencia/

FEBRUARY

February 2-3 Innocos Convergence of Beauty Retail San Diego, CA www.innocoswell.com/san-diego

February 6-8 Beautyworld Japan Fukuoka, Japan www. beautyworld-japan-fukuoka. jp.messefrankfurt.com

February 14-17

Vivaness International Trade Fair for Natural & Organic Personal Care Nuremberg, Germany www.vivaness.de/en

February 16-17 Makeup in LA Los Angeles, CA www.makeup-in.com/losangeles

February 15 - 17 PCHi Guangzou, China www.pchi-china.com/en