The Color Issue • OTC March 2014 by OTC Beauty

March 2014| $6.00 The Color Issue

Increase

Cosmetics KAB Brands Sales Manufacturer Profile

OTC Store Interview Inside Star Beauty Supply â&#x20AC;&#x201C; GA

Travel Beautifully Industry Inside Scoop

Scan to visit OTC website

CONTENTS March2014 in this issue

Editorial Letter ��10 Color Me Happy

자신을 행복으로 색칠하세요

Expert Advice ��12 The Importance of Color-Safe Shampoo and Conditioner on Color Treated Hair

염색 모발에 대한 색상 보호 샴푸와 컨디셔너의 중요성

Marketplace ��18 The Colors of Beauty

How Should You Sell It? ��24 Concealer vs. Cover Makeup 어떻게 판매할 것인가? 이 달의 판매 초점은 컨실러 대 커버 메이크업 입니다!

Feature Article

The State of Black Salons ��66 by Cindy Tawiah

A number of black-owned stylists have experienced a significant decrease in clientele. According to Professional Consultants and Resources, the salon and hair care industry is a 75.38 billion dollar business. However, a piece of this billion dollar pie has been diminishing for African-American salons. Find out why.

흑인 미용실의 현주소 고흑인들이 경영하는 미용실들의 고객들이 현저히 줄고 있다. Professional Consultants and Resources 에 따르면, 미용업 및 헤어 케어 산업은 753억 8천만 달러에 달하는 사업이다. 그러나, 이 수억 달러 파이의 한 조각에 해당하는 아프리카계 미국인 미용실은 감소하고 있다. 그 이유를 알아보도록 하자.

Urban Call Briefs ��47 Connecting with Your Most Important Consumers: Part III

King of Locs..........................63 All About Spring Color!

Clipper Tips ��80 Refresh Your Spring Sales by Selling Higher Ticket Items

Therapy Trends ��82

Retailer Profile Star Beauty Supply Morrow, GA ��74 by Tony Bae

자신을 믿고, 과감히 실천해 보세요

The Best Animated Feature of 2014

Tonsorial Times .................... 84 The Power of Referrals

업계소식................................ 98

Jinny News �� 100 Industry News �� 102 Coupons �� 107 Show Calendar �� 116 Ad Index �� 116 Reader Feedback �� 118 Product Spotlight �� 120 Sparks Hair Color 4

OTC Beauty Magazine March 2014

On The Cover Strength of Nature is allowing customers to break the rules when it comes to children’s hair texture. Whether the young fashionistas that frequent your store want curly, natural texture or smooth, straight hair styles, they can now enjoy either one without commitment thanks to the new Dream Kids Reversible Straightening™ Texture Manageability™ System. Learn more about this and the other Strength of Nature product lines that boast this innovation on page 65 and at www.strengthofnature.com.

CONTENTS March 2014 Knowledge To Know Finished Product

Control Your Capital with Developers: What are They and a Clean Sweep �� 36 What do They Do? �� 30 by Iyesha O’Neal

by Lindsay Perez

There is a verse that says cleanliness is next to godliness. This is true of all aspects of life, including business. A positive environment can mean more profit. Industrial organization and retail consumer studies tell us that a positive, organized space changes the human perception of an environment. This can make all the difference in profit for the average OTC store.

In the world of haircolor, we often hear words like developer or activator being used to describe the color’s partner in crime. In case you have ever wondered what these developers or activators actually are, what they do, and why every color line has a dedicated developer, allow Lindsay to give a brief explanation.

깔끔한 정리로 당신의 자본을 관리하라.

OTC Store Cosmetic/Makeup Tips �� 52

청결은 경건함 다음이라는 구절이 있다. 이 말은 비즈니스를 포함하여 삶의 모든 측면에 적용된다. 보다 나은 환경은 더 많은 이윤창출을 의미할 수 있다. 산업 조직과 소매 소비자 연구는 긍정적이고 조직적인 공간이 환경에서 인간의 지각을 변화시킨다고 말하고 있다. 이러한 것은 OTC 스토어에서도 적용될 수 있다.

Business Tips by Ted Fishman

There is a huge market for cosmetics/makeup and OTC stores can definitely capture some “plus” sales volume from the Multicultural consumers in this category. Learn all about the different cosmetics available, and how to effectively market them to your customers.

OTC 매장 미용/화장품에 관한 조언

Travel Beautifully �� 40

미용/화장품 시장은 아주 거대하며 OTC 매장은 다문화 소비자들로부터 일종의 “플러스” 판매고를 확실히 올릴 수가 있다. 어떠한 화장품들이 있는지를 알아보고, 그 제품들을 잘 활용하여 효과적인 수익을 올릴 수 있는 방법을 찾아보도록 하자.

As if packing for travel isn’t stressful enough, flying to your destination creates an entire new stressor in regards to beauty items. The upcoming months promise warmer weather, and with the new season approaching Spring Break trips and weekend getaways will call for special product options. Be sure your store is prepared.

5 Qualities of a Lasting Leader �� 56

by Brooke Watson

아름답게 여행하자 여행을 위해 짐을 꾸리는 것만으로도 충분한 스트레스를 받는데, 뷰티 아이템에 들이 그보다 더한 새로운 스트레스를 만들고 있다. 계절은 점점 따뜻해지고, 봄방학 여행과 주말 여행이 특별 제품 옵션을 필요로하게 될 새로운 시즌이 다가오고 있다. 당신의 매장은 준비가 되었는지 확인해 봐라.

by Barry Banther Lasting leaders, those who can weather economic downturns and even seismic market shifts in their employees or customers, are the ones who know how to assemble a diverse team and bring out their very best. If you’re not building relationships that will last with your associates, even your financial success will be short-lived.

영원한 리더의 5가지 자질 영원한 리더, 경기가 침체되고 엄청난 시장 변화에도 직원들과 고객들에게 여전히 리더일 수 있는 사람은 다양한 팀을 조합하고 그들의 최고를 이끌어내는 방법을 알고 있는 사람이다. 만일 당신이 당신의 동료와 지속적인 관계를 쌓지 않는다면, 당신의 재정적인 성공은 단명할 것이다.

Manufacturer Profile Show Coverage KAB Brands �� 70 Western Buying Conference 2014 �� 88 “We sell happiness.” It’s simple enough, but nothing more really needs to be added to this powerful declaration made by Domenic Costa, the Brand Manager for KAB Brands. Digging a little deeper to learn more about the company, OTC Beauty Magazine spoke with Costa to discover the essence of KAB Brands. “행복을 팝니다.” 너무도 간단하지만, KAB 브랜드사의 브랜드 매니저인Domenic Costa에 의해 만들어진 이 말은 더할 나위 없이 완벽한 말이다. 회사에 대해 좀더 알아보기 위해 OTC 뷰티 매거진은 KAB Brand의 Costa씨와 인터뷰를 하였다.

OTC Beauty Magazine March 2014

The Kirschner Group, Inc. was a sponsor and exhibitor at the Western Buying Conference held at Bally’s in Las Vegas, January 16-17. With well over 300 companies and close to 600 visitors attending, the show was once again a great success.

CEO:

Ann Jhin

Editor:

Haley McNeal editor@otcbeautymagazine.com subscriptions@otcbeautymagazine.com

Korean News Editor:

Tony Bae tbae@otcbeautymagazine.com koreannews@otcbeautymagazine.com

Earl Cole

Art Director:

support@otcbeautymagazine.com

Advertising & Sales Coordinator:

advertising@otcbeautymagazine.com

Contributing Writers:

Barry Banther Ted Fishman Cyrus Jackson Toni Love Laurie Moore Iyesha Oâ&#x20AC;&#x2122;Neal Lindsay Perez Cindy Tawiah Brooke Watson

Columnists:

Kenny Duncan Lafayette Jones Elayne McClaine Dwayne Thompson

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 is a trade magazine for the multicultural beauty supply industry offering retail store owners, manufacturers, distributors, and industry professionals a unique perspective on new and evolving products, useful business tips, effective selling tools to boost revenue and customer traffic, and valuable product knowledge by combining insight and intelligence with depth and style. This is the only bilingual publication in the industry offering both Korean and English translations. 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 T: 678-805-3291 F: 678-805-3292 88

OTC Beauty Magazine March 2014

Editorial Letter

Color Me Happy 나를 행복으로 색칠하자.

et’s be honest. Sometimes all a woman needs is a little pop of color added to her style—whether in her wardrobe, makeup or hair color—to make her feel absolutely fabulous. I can vouch for this as I recently added a little blonde to my hair (following the ombré trend) and it refreshed my creative confidence, making me feel like I could conquer the world. It is amazing the power a little change in hue has. The effects do not only apply to cosmetics and hair dyes, but branch out to clothing styles as well. Especially now that spring is creeping up on us and bringing with it warmer temperatures and longer days, it also evokes feelings of newness, change and brighter colors. This month we urge you to stock your store with what customers need to adorn their closets, makeup bags and vanities with the tints of the season. We recommend starting off by perusing this month’s Marketplace section which features products to fulfill all of your customers’ colorful wants. We didn’t stay confined to products that only produce tint changes when used, but also included those that are colorful themselves. After all, a vibrantly colored bar of soap is more fun than a blank one, right? In this issue important subjects like “The Importance of Color-Safe Shampoo and Conditioner on Color Treated Hair” (page 12), understanding exactly what a color developer is (page 30) and tips on selling cosmetics in-store (page 52) are addressed. From cover to cover you can find useful information for successfully running your business. Thank you again for letting OTC Beauty Magazine be your number one source of beauty business news. We hope the publication gives life to ideas that keep your customers, and you, happy all year around. Likewise, we guarantee the splashes of color found among these pages will help you smile your way through spring. 10

OTC Beauty Magazine March 2014

솔

직히 얘기해볼까요? 가끔씩 모든 여성들이 원하는 것은 완벽하게 멋진 느낌을 가질 수 있도록 자신의 스타일에 약간의 색깔을 추가하는 것입니다 -옷장이나 메이크업, 혹은 헤어 컬러로. 왜냐하면 저도 최근 제 머리에 약간의 금발 색상(옴버 트랜드를 따라서)을 추가해 보니, 이 말을 보증할 수가 있습니다. 마치 내가 세상을 지배하는 듯한 느낌으로, 내 창조적 자신감에 활력을 느꼈으니까요. 약간의 색조 변화가 주는 힘은 놀랍습니다. 효과는 단지 화장품과 머리 염색에만 적용되는 것이 아니라, 옷 스타일까지도 확장됩니다. 특히 요즘은 봄이 천천히 우리에게 다가오며 기온도 따뜻해지고 낮 시간도 길어지고 있습니다, 이것 또한 새로움과 변화, 그리고 밝은 색상의 감정을 불러 일으킵니다. 이번 달, 우리는 고객들이 자신의 옷장과 화장품 가방, 화장대를 계절의 색상으로 장식할 수 있는 제품들을 여러분의 매장에 배치할 것을 강력히 권합니다. 여러분의 모든 고객들이 원하는 다채로운 요구들을 충족할 수 있는 제품들을 제시하는 이 달의 마켓 플레이스 섹션을 꼼꼼히 읽어보기를 권합니다. 단지 사용할 때만 색조의 변화를 주는 제품들에만 국한시키지 않았으며, 거기엔 그 자체로 다채로운 색상의 제품들이 포함되어 있습니다. 결국, 생기 넘치는 색상의 비누가 단조로운 것보다는 훨씬 재밌죠, 그렇지 않은가요? 이번 호에는 “염색 모발에 대한 색상 보호 샴푸와 컨디셔너의 중요성”(12페이지), 컬러 현상액에 관한 정확한 이해(30페이지), 매장에서의 화장품 판매에 관한 도움말(52 페이지)과 같은 중요한 주제들이 실려 있습니다. 처음부터 끝까지, 당신의 비즈니스를 성공적으로 운영하는데 도움이 될 유용한 정보들을 찾게 될 것입니다. OTC 뷰티 매거진을 미용 산업 소식의 첫번째 소스로 생각하시는 여러분께 감사드립니다. 저희 매거진이 여러분의 고객과 여러분을 일년 내내 즐겁게 해 줄 아이디어들을 일축하길 바랍니다. 마찬가지로, 이 매거진 안에 있는 다양한 컬러 세례들이 이 봄 여러분을 웃게 해 줄 것이라 확신합니다.

Editor hmcneal@otcbeautymagazine.com

June 2012OTC Beauty Magazine

Expert Advice by Toni Love

The Importance of Color-Safe Shampoo and Conditioner on Color Treated Hair 염색 모발에 대한 색상 보호 샴푸와 컨디셔너의 중요성 Before making a decision to wear hair color, you need to understand the differences between temporary, semi-permanent and permanent applications. Types of Hair Color Temporary hair color will last from shampoo to shampoo and is usually applied directly from the bottle to the hair shaft. Semi-permanent hair color, as temporary, is applied from the bottle, but is formulated to last from six to eight weeks. Permanent hair color is mixed with hydrogen peroxide and is methodically applied to the hair shaft. It is formulated differently and ranges from 12-14 on a pH scale (Potential Hydrogen Scale). Permanent hair color will last until you allow it to grow out, cut the hair, or use another color over it. Permanent hair color is not recommended to be used with chemically treated hair such as: relaxed hair, permanent waves, lightened hair, chemical straightened hair, etc. These chemicals raise the normal pH of the hair to a high level, and adding another chemical can produce too much alkaline in the hair 12

OTC 20142008 OTC Beauty Beauty Magazine Magazine March December

헤어 컬러를 결정하기 전, 여러분은 임시적인 컬러링, 반영구적 그리 고 영구적인 컬러링의 차이를 이해할 필요가 있다. 헤어 컬러의 종류 임시적인 헤어 컬러는 샴푸를 하기 전까지 지속되며 일반적으로 용기 에서 모발로 직접적으로 적용이 된다. 반영구 헤어 컬러는 임시 헤어 컬러처럼 용기로부터 적용되지만, 6-8주 정도 지속되도록 만들어졌 다. 영구적인 헤어 컬러는 과산화수소와 혼합되며 모발에 꼼꼼하게 바 르게 된다. 이것은 다르게 성분 배합이 되었으며 pH 범위(잠재적 수소 범위) 12-14 정도이다.

영구 헤어 컬러는 모발이 자라나오거나, 자르거나 혹은 다른

컬러를 덧씌울때까지 지속된다. 영구 헤어 컬러는 화학적 처리가 된 모발: 릴렉서 사용 모발, 영구 웨이브, 탈색, 화학적으로 스트레이트닝 한 모발 등에 사용이 권장되지 않는다. 이런 화학 물질들은 모발의 정 상 pH를 높게 만들며, 다른 화학 물질을 추가하는 것은 모발에 너무 많은 알칼리를 생성할 수 있다. 만일 이렇게 되면, 모발은 손상되고 부 서지게 된다. 모발이 정말로 약해지면, 두피 부분으로부터 손상될 수

March2008 2014 OTC OTC Beauty Beauty Magazine Magazine December

Expert Advice shaft. If this happens, the hair will become damaged and start to break. If the hair is really weakened, it can break from the scalp area, causing bald patches throughout the entire head.

있으며, 머리 전체에 걸쳐 탈모 부분이 생기게 된다. 모발 텍스쳐 상태 모발의 텍스쳐에는 가늘거나, 중간 정도 그리고 거친 종류가 있다. 가

Hair Texture Matters The textures of hair are fine, medium and coarse. Fine textured hair will definitely break quickly if damaged by chemicals. Medium texture will break, but won’t be as severe, and coarse hair will break too, but not as bad because the chemicals would have to process longer to break down the hair shaft. Therefore, when using hair color it is best to use a color-safe shampoo and conditioner to ensure the hair is protected and the proper pH is maintained throughout the hair shaft. Why Choose “Color-Safe?” When shopping for hair products, take into consideration the condition of the hair. If you wear hair color, select products formulated for your hair. Most times, the purpose of the products is stated on the container or bottle. Color-safe products are formulated to keep your hair safe while you wear hair color. Many times, the hair is over-conditioned because a regular conditioner is used; these may contain too much oil for color treated hair and cause it to become limp. Sometimes conditioner is left on too long because the person wearing the hair color feels they need “extra” conditioning because of the chemicals in the hair shaft, but overconditioning can actually cause damage. Not only can it cause hair to become limp, the styling of the hair is also affected because when the hair is in that state, it will not hold curls. The hair is affected whether it is styled using a curling iron, flat iron, hot rollers or being set on rollers and placed under a conventional hair dryer. Color–safe shampoos and conditioners also prevent dryness of the hair. They are usually formulated with no alcohol and have low sulfate levels, allowing the hair color to last longer and not strip color from the hair shaft. Color-safe shampoos and conditioners tend to have extra moisturizing elements to promote hair luster and shine. They also maintain proteins to ensure the hair stays strong while color treated. Additionally, color-safe shampoos and conditioners promote the manageability of the hair as well as the longevity of the hair color. It is important to take the necessary steps to keep hair healthy while wearing chemicals such as hair color. The hair and scalp has to be cleansed anyway, but when wearing color, the concern is usually color fading and dryness of the hair shaft. By using the color-safe shampoos and conditioners hair is kept healthy and the color lasts the time allotted by the manufacturer. Lastly, not only is important to nourish color treated hair with color-safe shampoos and conditioners, but it would also be advantageous to add color-safe styling products to your daily routine.

는 텍스쳐의 모발은 화학 물질에 의해 손상되면 확실하게 빨리 부서진 다. 중간 정도의 텍스쳐도 부서지겠지만, 아주 심하지는 않을 것이다, 그리고 거친 모발 역시 부서지지만, 화학 물질이 모발을 분해하는데 더 오랜 과정을 거쳐야함으로 그다지 나빠지지는 않는다. 그러므로, 헤어 컬러를 사용할 때는 모발이 보호되고 모간 전체가 적정 pH로 유지될 수 있도록 색상 보호 샴푸와 컨디셔너를 사용하는 것이 최선이다. 왜 “색상 보호” 제품을 선택하는가? 헤어 제품을 쇼핑할 때는 모발의 상태를 고려해라. 만일 헤어 컬러를 하려거든, 당신의 모발에 맞게 성분 배합된 제품을 선택해라. 대부분, 제품의 목적은 용기나 병에 설명되어 있다. 색상 보호 제품은 당신이 헤어 컬러를 하는 동안 모발을 안전하게 유지하도록 만들어졌다.

대부분, 모발은 일반 컨디셔너의 사용으로 인해 과도하게 컨

디셔닝이 된다. 이런 제품은 컬러링을 한 모발에는 너무 많은 오일을 포함할 수 있으므로 모발이 생기없이 쳐지는 것을 유발할 수 있다. 헤 어 컬러를 한 사람들은 모간에 화학물질이 남아 있기 때문에 “추가적 인” 컨디셔닝이 필요하다고 느끼게 되고, 이로 인해 때때로 컨디셔너가 너무 오래 모발에 남아있게 된다, 그러나 과도한 컨디셔닝은 실제로 손 상을 유발한다. 모발이 축 늘어지게 하는 것은 물론, 모발이 이런 상태 일 때는 컬을 유지할 수가 없게 되므로 헤어 스타일링에도 영향을 받게 된다. 모발은 컬링 아이언, 플랫 아이언, 핫 롤러 또는 셋팅 롤러나 기 존의 헤어 드라이어 사용에도 영향을 받는다.

색상 보호 샴푸와 컨디셔너는 또한 모발의 건조함을 방지한

다. 이 제품들은 일반적으로 알콜 성분이 첨가되지 않고 황산 레벨도 낮아서, 헤어 컬러를 더욱 오래 지속시키고 모간으로부터 컬러가 벗겨 지지 않게 한다. 색상 보호 샴푸와 컨디셔너에는 모발의 윤기와 광택 촉진을 위해 추가적인 보습 성분이 포함되는 경향이 있다. 이 제품들은 또한 컬러가 지속되는 동안 모발이 강한 상태를 가질 수 있도록 단백질 을 유지한다. 또, 색상 보호 샴푸와 컨디셔너는 헤어 컬러의 수명은 물 론 모발 관리의 용이성도 촉진시킨다. 헤어 컬러와 같은 화학물질을 모발에 사용하는 동안 모발의 건강을 유지할 수 있는 필수 과정을 거치는 것은 중요하다. 모발과 두 피는 어쨌든 깨끗해야하지만, 컬러를 입히는 동안에는, 일반적으로 탈색과 모간의 건조함이 문제가 된다. 색상 보호 샴푸와 컨디셔서를 사용함으로써 모발은 건강하게 지켜지고 컬러는 제조업체에 의해 명 시된 기간 동안 지속된다. 끝으로, 색상 보호 샴푸와 컨디셔너 사용으 로 컬러링한 모발에 영양을 주는 것이 중요할 뿐 아니라, 일상적인 헤 어 손질에서 색상 보호 스타일링 제품을 사용하는 것 또한 이점이 될 것이다.

Toni Love is a published author of “The World of Wigs, Weaves, and Extensions” sold on Walmart.com, Amazon.com, and all other book outlets. She is the owner of Toni Love’s Advanced Training Center in Atlanta, Ga. (Attendees are licensed professionals throughout the U.S. and abroad.) For more information, visit www.tonilove.com. 14

OTC 2008 OTCBeauty BeautyMagazine Magazine December March 2014

December 2008 OTC Beauty Magazine

M A R K E T PLACE

The Colors of Beauty Your customers go to great lengths to stay on-trend and in style. To help them stay as beautiful as ever we have gathered some of the hottest color goods in the industry. Peel Off the Green

Banish excess oil, minimize pores and help heal blemishes with weekly use of the Makari de Suisse Peel off Mask. Simply apply the product as needed on the face as a cream, allow to dry, then peel off the elastic film. It is especially effective on acne prone skin and/or skin that has a tendency to contain blackheads and clogged pores. Embrace the antiseptic properties that can benefit all skin types. www.makari.com

Vegan Moisturizing

This product just happens to be green, but we thought that was reason enough to feature it in this section. The VIVAS Moisturizing Body Bar from Ampro is vegetable-based and enhanced with Shea Butter, Olive Oil, Jojoba Oil, Coconut Oil and Vitamin E, providing an optimum clean without drying skin. Skin is left with healthy-looking tone after use of this deliciously fragranced cleansing bar. www.amprogel.com

Hello Hollywood

Nourish hair completely with Hollywood Beauty®’s purple-hued Marula Oil. This delightfully scented oil absorbs quickly, contains antioxidants, adds strength and is highly moisturizing for hair. It also soothes the scalp and adds incredible shine to luscious locks. Don’t worry; it will not turn hair purple. The color simply adds a little fun to the product. www.hollywoodbeautyproducts.com

OTC Beauty Magazine March 2014

Savor the Strawberry

Winter may be coming to a close, but that doesn’t mean your customers should neglect the health of their lips. Equip them with Via Natural’s Lip Care (shown here in Strawberry) so they can continue their beauty routines against chapped lips. Moisturize and protect with Shea Butter, included in the formulation. www.universalbeauty.com

Peacock Blue

Get alluring, beautifully defined eyes with Flawless Waterproof Eyeliner by ZURI®. This velvety formula with intensely rich color glides on smoothly with a clean, precise line. It dries instantly to a lasting, waterproof finish. Shown here in “Peacock Blue,” this eyeliner can add just the pop of color your customers want.

Classic Comeback

More often than not customers are loyal to the products and brands they love. Once they have used Clairol’s hair color, chances are they will keep coming back. Boasting the Miss Clairol tonal results they have long adored, the new Classic Collection provides deep conditioning, reflective shine, long-lasting color and multi-dimensional results. These 16 intermixable shades provide excellent gray coverage. www.clairolpro.com

Pompeii Purple

We dare say that nothing quite compares to a fresh manicure and pedicure to make your customers feel pampered and pretty. OPI has released their Pompeii Purple Nail Lacquer that boasts a color that is rich, long-lasting and high in shine. It stands alongside numerous other beautiful shades as an OPI Classic—famous color that never goes out of style. Find chip-resistant wear here: www.opi.com.

March 2014 OTC Beauty Magazine

M A R K E T PLACE Butter Bouncin’

The container flaunts colors of cotton candy, but do not be fooled—this product means business. Go Pro Curls with Larry Sims Butter Bouncin’ is a luxurious curl crème formulated for thick, curly hair. Hydrate dry, unruly curls with the softening and moisturizing ingredients of this butter. After use, smooth, silky waves with added strength and protection truly shine. www.smoothnshine.com

Toppik Transformation

Instantly build the look of thicker, fuller hair with Toppik Hair Building Fibers. Made of natural, colored keratin protein that is statically charged (shown here in Auburn, a beautiful burnt orange hue), the fibers easily intertwine with existing hair. Resisting the elements of everyday life, yet washing out easily with shampoo, this trick to full and thick hair is perfect. Men and women with all hair types are encouraged to try it! www.toppik.com

Hair Goes In…

Curl comes out! This is what the Babyliss MiraCurl™ boasts, as the world’s first fully automatic professional curl machine. The frosty blue colored machine, whose color matches its accompanying styling products, creates beautiful curls with ease. Perfect for all curl types, it can flawlessly form loose waves, soft swirls, defined curls and more. www.miracurlpro.com

OTC Beauty Magazine March 2014

Plum Perfection

Wahl’s number one selling clipper, the Designer, offers your customers the best in clipping power. The professional vibrator clipper cuts wet and dry hair, and is a perfect addition to any barber or stylist’s collection. Shown here in their plum design, it has all the flair these professionals want. It features a variable taper and texture ability. www.wahlpro.com

March 2014 OTC Beauty Magazine

How should you sell it?

This month’s focus is...

Concealer vs. Cover Makeup! When it comes to your customers’ makeup routines they undoubtedly contain many steps which utilize their favorite brands and types of cosmetics. What the difference is in certain kinds of makeup (like cover makeup and concealers) may be a regular question asked in your store. Many cosmetic products are similar, but distinguishing factors make them differ.

What is the difference between cover makeup and concealers? “Concealers are carried by just about all makeup companies. A concealer commonly comes in a tube with a sponge tip applicator. Concealers are good for covering minor skin discolorations such as minor breakouts, mild under eye circles or slight redness. These are designed for spot coverage. Concealers have less pigment than corrective makeups.

Cover, corrective, camouflage or super concealing makeups are the heavy hitters for extreme

coverage. They are designed for skin problems when a concealer just won’t cut it. Heavy duty cover products are hard to find in stores and typically can be found using the Internet. Birthmarks, tattoos, scars, vitiligo, rosacea and severe under eye circles are just some examples of problems that require cover makeup.”

Laurie Moore www.articlesbase.com

If you have input you’d like to share regarding this question, send an email to hmcneal@otcbeautymagazine.com. Your response could be featured in the April issue! This full article can be found at http://www.articlesbase.com/cosmetics-articles/what-is-the-difference-between-concealer-and-cover-makeup-942771.html. 24

OTC Beauty Magazine March 2014

어떻게 판매할 것인가? 이 달의 판매 초점은 ...

컨실러 대 커버 메이크업 입니다! 고객들의 메이크업 일상을 보면, 의심의 여지없이 자신이 좋아하는 화장품의 브랜드와 타입을 활용하는 것을 볼 수 있다. 메이크업의 특정 종류에 있어서 차이점이 무엇인지(커버 메이크업과 컨실러처럼)는 매장에서 들을 수 있는 일반적인 질문일 것이다. 많은 화장품들이 유사하지만, 구별되는 요소들이 그것의 차이를 말한다.

커버 메이크업과 컨실러 의 차이점은 무엇인가? “컨실러는 거의 모든 화장품 회사에서 취급되는 제품이다. 컨실러는 일반적으로 스폰지 팁이 달린 튜브로 나온다. 컨실러는 가벼운 피부 트러블이나 약간의 눈 밑 써클 혹은 경미하게 붉은 부위처럼 가벼운 색소 침착을 커버하는데 좋다. 이것은 작은 부분, 즉 스팟을 커버하도록 디자인되었다. 컨실러는 보정 메이크업보다 적은 양의 색소를 함유한다.

커버, 보정, 위장 혹은 수퍼 컨실링 메이크업은 최대한의 커버를 위해 가장 강력한

제품이다. 이런 제품들은 컨실러로 해결되지 않는 피부 문제를 위해 설계되었다. 튼튼한 커버 제품은 매장에서는 찾기가 힘들며 주로 인터넷으로 찾을 수 있다. 모반, 문신, 흉터, 백반, 주사비 (빨간 코), 심각한 눈 밑 다크 써클 등은 커버 메이크업을 필요로하는 문제성 피부의 몇 가지 예들이다.”

Laurie Moore www.articlesbase.com

이 문제에 관해 여러분의 의견을 공유하고 싶은 분들은, hmcneal@otcbeautymagazine.com로 이메일 보내주세요. 여러분의 의견은 4월호에 게재됩니다! This full article can be found at http://www.articlesbase.com/cosmetics-articles/what-is-the-difference-between-concealer-and-cover-makeup-942771.html. 26

OTC Beauty Magazine March 2014

April 2013 OTC Beauty Magazine

by Lindsay Perez

OTC Beauty Magazine March 2014

In the world of haircolor, we often hear words like developer or

activator being used to describe the color’s partner in crime. In case you have ever wondered what these developers or activators actually are, what they do, and why every color line has a dedicated developer, allow me to give a brief explanation. Hydrogen peroxide, or better known in our industry as developer, serves an important function in the permanent and demi permanent haircolor process. Developer is an oxidizing agent that allows the haircolor to do its job. Hydrogen peroxide, the active ingredient in developer, delivers the required oxygen gas to develop the color molecules and to lighten natural melanin. The developer works by opening the cuticle so that the color can penetrate thus altering a person’s natural color. You can think of developer as the haircolor catalyst, which is why some color lines incorporate the word activator to the name of their developers. For example, Clairol Professional liquicolor permanente has a dedicated developer called Pure White SOY4PLEX Activator. It also disperses the existing color and can significantly lighten the hair’s natural level depending on the developer strength. The developer’s oxidizing potential or strength is referred to as the “volume.” Most permanent haircolor formulas work with a 10, 20 or 30 volume developer, except for high lift blonde shades which are usually mixed with 40 volume developer. The developer strength to use is determined by the desired color results. A good rule of thumb when helping a customer select the appropriate developer is the higher the volume number, the lighter the color results will be. However, it is important to have a bit more understanding of why there are different developer strengths and when to use what. 10 volume is a mild strength developer that results in color with more deposit versus lift. No ammonia, demi permanent haircolor is often mixed with a mild strength developer, such as 10 volume or lower. 10 volume can be used to go darker than the existing color, but also to match an existing color. It works by opening the cuticle layer of the hair allowing the color molecules to penetrate and color to be deposited in the cortex. 20 volume is the most commonly used strength with permanent haircolor, and it is the recommended strength to use when covering grays. It opens the hair cuticle in the same way that 10 volume does, but also lifts the hair’s natural level by 1-to-2 levels. 30 volume works similarly to 20 volume except that it will lift the hair’s natural level by 2-to-3 levels. It’s important to remember that the stronger the developer is, the more compromised the hair can become especially if the hair has been chemically relaxed. There are higher strength developers in the market that go as high 50 volume. However, they should only be used by licensed professionals or when a product specifically calls for it. As mentioned earlier, high lift blonde shades are usually mixed with 40 volume developer in order to get the maximum amount of lift, but it is not recommended for consumers to use anything higher than 30 volume developer when coloring their hair at home. Now that you know what developers are and what they do, you might be wondering if it makes a difference to use the brand’s dedicated developer versus a generic brand. The truth is that haircolor companies like Clairol Professional invest an extensive amount of resources into testing their developers to ensure they are stabilized according to the strength. Developer stability is crucial to the color performance as it can affect the end results, which is why most color brands make it a point to educate on using the dedicated developer for excellent and consistent color results every time.

Lindsay Perez got her start in the beauty industry at the tender age of 7 by sweeping hair and folding towels at her parent’s salon. She attended Newberry School of Beauty in Granada Hills, CA and has been a passionate hairdresser since 2002. She recently earned her MBA in Marketing from California State University Northridge and is currently enjoying her role as the Education Manager for Clairol Professional & Wella Color Charm. “I love my job, because it’s challenging and enables me to utilize the skills I have acquired from beauty, fashion, and business school,” she stated. “I’m so grateful to be in such a dynamic and creative industry!” March 2014 OTC Beauty Magazine

OTC Beauty Magazine March 2014

March 2014 OTC Beauty Magazine

K-t-K

Knowledge to Know by Iyesha O’Neal

Control Your Capital with a Clean Sweep 깔끔한 정리로 당신의 자본을 관리하라. There is a verse that says cleanliness is next to godliness. This is true of all aspects of life, including business. It is reported that the average retail chain spends a major portion of their annual budget on cleaning, organizing and store improvement. There is a good reason for this. A positive environment can mean more profit. Industrial organization and retail consumer studies tell us that a positive, organized space changes the human perception of an environment. When the mind is at ease and the body is comfortable, a consumer is more likely to make the decision to purchase. This can make all the difference in profit for the average OTC store.

청결은 경건함 다음이라는 구절이 있다. 이 말은 비즈니스를 포함하여 삶의 모든 측면에 적용된다. 평균 소매 체인이 연간 예산의 주요 부분을 청소와 정리 및 매장 개선에 사용하는 걸 로 보고된다. 이에는 그만한 이유가 있다. 보다 나은 환경은 더 많은 이윤창출을 의미할 수 있다. 산업 조직과 소매 소비자 연구는 긍정적이고 조직적인 공간이 환경에서 인간의 지각을 변화시킨다고 말하고 있다. 마음이 안정되고 몸이 편안할 때, 소비자들은 구매 결정을 내릴 경향이 더욱 높아진다. 이것은 OTC 매장의 이윤에 있어서 큰 차이를 만들 수가 있다.

Comfort is Key

편안함이 열쇠이다. M/A/R/C Research and National In-Store 이 주관한 연구에 따르면, 소비자들의 14%가 그들이 원하는 만큼 청결하 지 않은 매장을 방문할 수 있으며 29%는 다른 대안이 없을 경 우, 청결하지 않은 환경에서 단지 그들이 필요한 제품만을 구 매할 것이라고 한다. 고객들의 반복적인 방문과 다양한 아이템 구매는 소규모 비즈니스에서 실제적으로 판매를 증가시킬 수 있다. OTC가 하나의 매장을 갖고 있든 여러 매장을 갖고 있든, 이런 형태의 손실은 시간이 갈수록 거대한 액수의 이윤을 놓치 게 됨을 의미할 수가 있다. “친절함이 거래를 만들어 냅니다. 당신은 누군가에 게 제품이나 서비스를 제공하고 있으며, 그들이 돈을 쓰기 를 원한다면 당신은 그들이 편안함을 느낄 수 있게 만들 필요 가 있습니다.” 라고 소비자 리포트 그룹의 심리학자, Dave Holbrook 이 말한다. 모든 소비자들은 특정한 습관을 갖고 있다. 이들의 행동을 자세히 살피고 이것을 당신의 매장 레이

According to a study conducted by M/A/R/C Research and National In-Store, 14% of consumers said they would stop visiting a store that was not as clean as they would like and 29% report that if they had no other alternative, they would only buy the product that they needed in an unclean environment. Repeat customers and multiple item purchases can truly boost sales in a small business. Whether an OTC has one store or several locations, these types of losses can mean a tremendous amount of missed profit over time. “There is a great deal of hospitality that goes into the retail trade. You are offering someone a product or service, so you really need to make them feel comfortable if you want them to spend their money,” says Dave Holbrook a psychologist for the Consumer Reporting Group. There are certain habits that are associated with all consumers. Keep a close watch on these behaviors and be sure to apply them to your store layout and upkeep. You are bound to see a difference in sales and loss. “Store owners should think of this comparison. Imagine 36

OTC Beauty Magazine March 2014

â&#x20AC;&#x2DC;

Dust can make merchandise look dated and

gives the consumer pause as to why it may have been on the shelf for so long.

March 2014 OTC Beauty Magazine

K-t-K someone serving you filet mignon on a china plate verses someone serving you the same meal on a trash can lid. Which one would you prefer?” Holbrook continues. The same can be said for stocking items on filthy, unkept counters or in areas of clutter and disarray. The consumer will more than likely not purchase that item. Human psychology also denotes that people are more likely to hold on to the memory of a bad experience, even more so, than a pleasant one. Cleanliness and organization in retail stores can also help to prevent loss and shortage. It makes it much easier to monitor inventories and locate missing items. Stores that tend to be more disorganized have higher statistics of theft and overall loss due to damages and accidents. Theft and shortage can truly eat into the profit of a small shop or store. Steps to Cleaning and Organizing There are several things to consider when organizing store layout and developing a cleanliness plan. First, store owners should consider consumer psychology and behavior. This can be much simpler than it sounds as we are all consumers at some point. Take into consideration your shopping experience. What would make you want to spend money in your store? A rule of thumb is to also think from right to left. Studies show that U.S. consumers will always migrate to the right first. The store entrance should be sensational and inviting. Attractive displays and a well thought out layout makes the customer feel at ease. The simplest and most effect layout is circular, if you have the space, or in parallel lines. If your store has bargain bins or racks, always place these on the outside of the layout or flanking the aisle make up. Store layouts that are more circular give the effect of a hug or a welcoming atmosphere. Parallel layouts can often give the consumer a since of structure and reinforces confidence in product knowledge and organization. Secondly, make sure that the store is dusted, vacuumed or mopped regularly. Dust can make merchandise look dated and gives the consumer pause as to why it may have been on the shelf for so long. Is it good choice for purchase if no one has picked the item up in a while? The appearance of clean, clutter-free walk ways makes shopping easier and invites the customer to take their time and browse for more selections. Clean flooring can reduce allergens and provide a pleasant aroma. Store fixtures, displays, registers and technical equipment also tend to last longer if they are well kept and cleaned on a regular basis. Finally, check for product pricing labels, outdated displays and any visual items that create an effect of wear in your place of business. Profit in the Details The average consumer has come to expect a more personalized experience at their local OTC store. Health and beauty consumers are able to ask questions and receive product knowledge and suggestions toward their purchase. Making sure your retail store provides quality customer service is key, but paying attention to the smaller details like cleanliness and organization can make all the difference. Following just a few of these vital steps can ensure that the consumer’s experience is pleasant and every opportunity for profit is at its full potential.

아웃이나 보수에 적용해야 한다. 당신은 매출과 손실의 차이를 보게 될 것이다. “매장 주인은 이 비교를 생각해야 합니다. 누군 가 당신에게 고급스러운 접시에 필레 미뇽을 제공하는 것, 그리 고 똑같은 음식을 쓰레기통 뚜껑에 담아 주는 것을 상상해 보세 요. 당신은 어떤 것을 더 좋아할까요?” Holbrook이 이어서 말한다. 이와 같은 상황은 지저분하고 방치된 듯한 카운터나 혼 란스럽고 엉망인 곳에 제품을 진열하는 것과 일맥상통 한다. 고 객들은 이 제품을 구매하지 않을 가능성이 훨씬 크다. 인간 심 리학에서는 또한, 사람들은 즐거운 것보다 나빴던 경험의 기억 을 더욱 오래 보유할 확률이 높다고 한다. 소매 매장의 청결함과 체계화됨은 손실과 부족을 방지 하는데 도움이 될 수 있다. 그것은 재고 모니터와 누락된 아이 템의 위치 추적을 보다 쉽게 만든다. 체계적이지 못한 매장일수 록 도난은 물론 훼손이나 사고로 인한 전반적인 손실 확률이 높 은 경향이 있다. 도난과 손실은 소규모 매장의 이윤을 실제로 잠식할 수가 있다. 청소와 정돈의 단계 매장 레이아웃을 정돈하고 청결 계획을 수립할 때 고려해야 할 여러가지 것들이 있다. 우선, 매장 주인은 고객의 심리와 행동 을 고려해야 한다. 이것은 생각보다 훨씬 간단할 수가 있다. 왜 냐하면 우리는 어떤 점에서는 모두 소비자들이기 때문이다. 당 신의 쇼핑 경험을 곰곰히 생각해봐라. 당신이 당신의 매장에서 돈을 쓰고 싶게 만드는 것은 무엇인가? 경험에 바탕을 둔 방법 으로는 오른쪽에서부터 왼쪽으로 생각하는 것이다. 미국 소비 자들은 항상 오른쪽으로 먼저 이동하는 것으로 연구 결과에서 보여진다. 매장 입구는 감각적이고도 마음을 끌 수 있어야 한 다. 매력적인 진열과 잘 고려된 레이아웃은 고객들이 편안함을 느낄 수 있게 한다. 가장 간단하면서도 효과적인 레이아웃은, 만일 당신 매장에 공간이 허락 된다면, 원형이나 병렬 라인이 다. 매장에 세일 제품을 모아둔 박스나 선반이 있다면, 이것들 은 항상 레이아웃 밖에 두거나 통로의 측면에 배치해라. 원형의 매장 레이아웃일수록 환영의 분위기와 감싸 안는 듯한 느낌을 더욱 주게 된다. 병렬식 레이아웃은 종종 고객들에게 제품에 대 한 지식과 조직에 대한 신뢰를 강화 할 수 있게 한다. 둘째로, 매장의 먼지를 정기적으로 청소하고 닦는지 확 인해라. 먼지는 제품이 오래된 것처럼 보이게 만들며 고객들은 왜 이 제품이 이렇게 진열대에 오래동안 남아있었을까하는 의 구심을 갖고 망설이게 된다. 한동안 아무도 만져보지 않은 제품 이라면, 과연 구매를 위해 좋은 선택일 수 있을까? 깨끗한 모습과 잘 정돈된 통로는 쇼핑을 보다 쉽게 만 들며 고객들이 시간을 갖고 더 많은 선택을 할 수 있게 한다. 바 닥 청소는 알러지 유발 물질을 감소시키고 쾌적한 향기를 제공 한다. 매장 내부 시설, 디스플레이, 금전 등록기 및 기술 장비들 또한 정기적으로 잘 청소하고 관리한다면 더욱 오래 사용할 수 있다. 마지막으로, 제품 가격표와 오래된 디스플레이, 매장에서 시각적으로 오래된 느낌을 주는 것들을 확인해라.

Iyesha O’Neal is president of EXINS Sales & Marketing Management, LLC. , a firm specializing in supplemental

international sales, marketing and retail sales research and administration projects throughout the Health and Beauty Industry. She holds an M.B.A from the University of Phoenix and has worked for Professional Products Unlimited, Inc. and The Gillette Company. iyeshaoneal@live.com, www.exinsllc.com

OTC Beauty Magazine March 2014

March 2014 OTC Beauty Magazine

l e v a r T

K-t-K

Knowledge to Know by Brooke Watson

Beautifully The Importance of travel size products

아름답게 여행하자 여행용 사이즈 제품의 중요성 Freshly off the plane from a recent trip to the Midwest I am reminded of the importance of travel size beauty products. As if packing for travel isn’t stressful enough, flying to your destination creates an entire new stressor in regards to beauty items. The upcoming months promise warmer weather, and with the new season approaching Spring Break trips and weekend getaways will call for special product options. Be sure your store is prepared. Lookout for Liquids I’m sure you are aware of the 3-1-1 rule the TSA presents for carry-on bags. The official website of the Department of Homeland Security states “each traveler is allowed one bag in order to limit the total volume of liquids, aerosols and gels,” in order to ensure passengers pass quickly through screening checkpoints. “3-1-1” means that each item must be 3.4 ounces 40

OTC Beauty Magazine March 2014

최근 중서부 지방 여행으로부터 갓 돌아와 비행기에서 내리면 서, 나는 여행용 사이즈 뷰티 제품의 중요성을 되돌아보게 된 다. 여행을 위해 짐을 꾸리는 것만으로도 충분한 스트레스를 받는데, 뷰티 아이템에 들이 그보다 더한 새로운 스트레스를 만들고 이싸. 계절은 점점 따뜻해지고, 봄방학 여행과 주말 여 행이 특별 제품 옵션을 요청하게 될 새로운 시즌이 다가오고 있다. 당신의 매장은 준비가 되었는지 확인해 봐라.

액체를 경계해라. 나는 여러분이 TSA의 가방 반입에 관한 3-1-1 규칙을 잘 알 고 있다고 확신한다. 국토 안보부 공식 웹사이트에는 승객들 이 심사 체크 포인트를 신속하게 지나갈 수 있도록 “각 여행자 는 액체, 에어로졸, 그리고 젤의 총 양을 제한하기 위해서 가방

or less by volume, in one quart-sized clear bag, limited to one per person. Undoubtedly this is efficient for moving through the airport, but it can make packing for short trips a hassle; unless you want to check you bag. Considering this rule, shopping for small travel size shampoos, lotions, face washes and certain makeup products can easily limit customers to a tiny section of a store. This gave me an idea—it would greatly benefit store owners and shoppers if stores offered a wider product selection when it comes to travel size beauty goods.

하나만 허용이 된다.”고 나와있다. “3-1-1”은 각각

The Demand is There Your regular customers, and a sprinkling of new faces, already frequent your stores looking for their tried-and-true beauty products. Why not make it easy for them as they prepare for their upcoming spring travels? Consider the woman planning a trip to the beach who needs just enough conditioner to last her a weekend in the humidity by the sea; or even the soon-to-be high school graduate flying to visit colleges in New York who needs lotion to keep their hands protected from the frigid cold temperatures; they, in addition to many others, are looking for the items they need in small sizes. Do not pass up this sales increase opportunity!

제품을 제공한다면 매장 주인과 쇼핑객에게는 큰 혜

의 아이템의 양이 3.4oz 이하이고, 1쿼트 사이즈 투 명백 안에 모두 담아야 하며 1인당 하나의 투명백만 허용된다는 것이다. 의심의 여지없이 이것은 공항 에서의 이동에 효율적이지만, 짧은 여행을 위한 짐 꾸리기를 번거롭게 만들 수 있다. 만일 당신의 가방 이 체크 당하기를 원치 않는다면 이 규칙을 잘 지켜 야 한다. 작은 여행 사이즈의 샴푸와 로션, 세안제와 화장품들을 쇼핑하는 것은 소비자들을 쉽게 매장 내 의 작은 사이즈 제품 섹션으로 이끌 수가 있다. 만일 매장에 여행용 사이즈의 뷰티 제품에 관해 광범위한

택이 될 것이다.

수요는 있다. 당신의 정기적인 고객들과 드문드문 오는 신규 고객 들은 당신의 매장에서 그들이 이미 확실히 신뢰하고 있는 뷰티 제품들을 자주 찾는다. 그들의 다가올 봄 여행 준비를 보다 쉽게 만들어주는 것은 어떨까? 습 기가 많은 바닷가에서 주말을 보낼 여행을 계획하 는 여성의 경우를 고려해보자. 혹은 졸업을 압둔 고 등학생이 뉴욕에 있는 대학교를 방문할 예정이며 이 학생에게는 얼음장같은 추운 날씨에서 자신의 손을 보호할 수 있는 로션이 필요할 것이라는 것을 생각 해 보자. 글들뿐만 아니라 다른 많은 사람들이 그들 에게 필요한 작은 사이즈를 찾고 있다. 이러한 제품 의 판매를 올릴 수 있는 기회를 지나치지 말자!

생각을 전환해라. 샴푸와 컨디셔너는 “한 번 사용할 수 있는 사이즈” 의 양을 제공하는 제품을 고려할 때 쉽게 선택할 수 있는 아이템이다. 그렇다면, 또 어떠한 제품들이 있 을까? 로션, 비누, 젤, 헤어 스프레이, 무스, 열 보호 제.... 목록은 끝이없는 것 같다. 이 제품들은 3-1-1 규칙 안에 들어가는 액체들이다, 다른 제품들도 작 은 사이즈로 준비하면 여행 가방안에서 차지하는 자 리를 줄이는데 도움이 된다. 이런 다른 제품들은 작 March 2014 OTC Beauty Magazine

K-t-K

Think Outside the Box Shampoo and conditioners are easy choices when considering what products to offer in “bite size” volumes. However, what other items are out there? Lotion, soap, gel, hair spray, mousse, heat protectant…the list seems endless. These are liquids that fall under the 3-1-1 rule, but having other products in smaller sizes helps when saving room in luggage. These other products can be anything from tiny brushes to travel packages for bobby pins and accessories, and so much more! The next time you order products to stock your shelves do not overlook the miniature versions, especially as spring and summer approach. The possibilities for travel size product success are endless and there is no telling what manufacturers will come up with next. Giving these goods a try sounds like a good reason to plan a trip somewhere spectacular, don’t you agree? Be sure to keep your customers well-equipped for any adventure they dream up!

OTC Beauty Magazine March 2014

은 브러쉬부터 여행용 바비핀이나 악세서리 패키지까지 어떤 것도 될 수가 있으며, 그 밖에 셀 수 없는 제품들이 있다! 매장 진열대를 채울 제품들의 다음 주문에는 소형 버전을 간과하지 말아라. 특히 봄, 여름을 겨냥한 제품들.

여행용 사이즈 제품의 성공 가능성은 무한하며 어떤 제조업체들이 다음에 어떤 것을 생각해낼지에 대해서는 아무 얘기가 없다. 이 제 품들에게 기회를 주는 것은 어딘가 멋진 곳으로 여행을 계획하는 좋은 이유처럼 들린다. 동의하지 않는가? 당신의 고객들이 그들이 꿈꾸는 어떤 모험에도 잘 준비될 수 있도록 만들어 주자.

March 2014 OTC Beauty Magazine

Urban Call Briefs by Lafayette Jones

Connecting With Your Most Important Consumers Hip-Hop, White, Latino, Black and Asian Communities Part Three The readers of this column series will get an early “heads up” on new trends in multicultural consumer behavior with insights and wisdom about how to take advantage of those trends. The underlying message is very simple. Domestic population growth for the next 40 years will be mainly among minority groups (who will become the majority), and Hispanics, AfricanAmericans and Asians are the largest of those groups. Since most business growth in the U.S. depends on its consumer user groups, it only stands to reason that these segments need to be a significant part of most companies’ or brands’ considerations for growth opportunities. It is necessary for decision makers who are marketing and retailing consumer products in America to figure out what are the faster-growing segments; what are the wealthier segments; what are the segments that buy more of one product versus another than average; where are these people and what are they like. If you expect to do more business in future years, you must learn who they are and their influence on cultural groups. It’s nothing more complicated than that. Wise marketers make every effort to include a variety of different scenarios, races, ethnic groups, and families in their planning and execution. If your job is to creatively merchandise your brand, your products or your retail outlets; to execute innovative promotions that connect with your customers; or to reposition your brand

Lafayette Jones

for new retail channels, these books are for you. In these books and in this column you will discover what it is that makes some brands and companies stand head and shoulders above their peers and competitors. These books will help you get to the heart of what really matters to your best customers and those who have yet to discover your brand or product. The growing multicultural population trends and their influence presents a new challenge for marketers as this information is unique and often the circumstances and perspectives are paradoxical. In this series, I have selected leading multicultural books that will help your organization to better understand and profit from America’s changing demographic. These books cover top news stories about the intricate relationship between aspirational brands and celebrities, and multicultural consumer segments. You may want to check out book titles and their content on multicultural consumers in this article and learn more about the collaborators on each book here, as well as review the table of contents. This edition focuses on two of the largest minority consumer segments: Latinos and African-Americans. If you decide to purchase any of the titles listed, you can do so with FREE SHIPPING by visiting www.ParamountBooks.com and use coupon offer code SMSi-UC.

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 preceeding article is the property of SMSi – Urban Call Marketing, Inc. and may not be reproduced without written permission from the author. March 2014 OTC Beauty Magazine

Urban Call Briefs What’s Black About It? Author: Pepper Miller and Herb Kemp Theme: Insights to Increase your Share of a Changing African-American Market Author Biography: Pepper Miller founded The Hunter-Miller Group (HMG), a consumer research, trend analysis and marketing strategy company, in 1985 and since then has been helping Fortune 500 companies understand how to effectively and positively market their products and messages to the African-American market. Some corporate clients include: American Airlines, American Greetings, Allstate, General Motors, General Mills, GSK, Ford Motor Company, Hallmark Cards, Johnson & Johnson, Novartis, Procter and Gamble and the Chicago Symphony Orchestra. Pepper served as a research consultant for the largest study about African Americans to date; the Black America Today segmentation study – commissioned by Radio One and conducted by Yankelovich. The study was launched June 2008. In July 2007 Pepper received the Target Market News MAAX Award for 2007 Research Executive of the Year. This award, given by Target Market News, recognizes Marketing to African Americans with Excellence (MAAX). The program annually honors the contributions, innovations and exceptional performance of African American professionals in the fields of marketing, advertising, media and consumer research. Pepper also established the Ruth C. Hunter Market Research Scholarship Fund to increase awareness about market research among Black Americans and to encourage Black-American students to consider market research as a career option. Pepper has been an invited guest speaker at many corporations including Procter and Gamble, General Mills, Colgate, ConAgra, Coors, GlaxoSmithKline, Home Depot and Macy’s. In 1966 Herb Kemp became the first African American to earn an MBA from the Amos Tuck School of Business Administration at Dartmouth. Before joining black-owned ad agencies, Kemp learned the consumer-product business and ad sales at top mainstream companies. He worked at Pfizer, General Foods and Chesebrough-Ponds in client-side brand management and then held senior executive posts at ad agencies J. Walter Thompson and Ogilvy & Mather. Byron Lewis founded the advertising agency UniWorld in 1969, and the paths of the two men began to converge. In 1983 Burger King hired UniWorld to develop ads for the ethnic market, meaning blacks. But Burger King was anxious to have a senior director with mainstream packagedgoods experience work on its business. Lewis needed someone with an MBA. Kemp left Ogilvy, where he was a senior vice president, to become president of UniWorld. He helped grow the agency’s accountmanagement staff and the Burger King account. In 1994 Kemp moved to the Chisholm Mingo Group, where he stayed for 11 years. Samuel J. Chisholm was the CEO and president of the now defunct agency, which specialized in “African-American, Hispanic and urban consumers.” In the early 2000s, Kemp left Chisholm to found his own consultancy. Herb Kemp passed away in 2011 and Lewis Book Description: The idea for “What’s Black About It?” originated when African-American marketing executives and experts challenged creative teams to identify the “cultural button” in their communications that would effectively bond Black consumers to a brand, product, service or idea. “We were compelled to write this book to resolve the

perpetual conflicts in viewpoint between consumer feedback from our African-American market research interviews, and the messages and products that marketers deliver in the marketplace,” said Pepper Miller and Herb Kemp. In order to discover “What’s Black About It?” —those cultural buttons that fuel effective marketing to African Americans—it is important for marketers to understand: • The economic value of marketing to African-Americans • The fact that African Americans have more influence on today’s culture and taste than any other ethnic group in the world • The fundamental cultural differences between African Americans and general market consumers that are not addressed through mainstream messages • Why mainstream communications may “miss the mark” with African American consumers • How historical and cultural influences shape the perceptions of the African-American consumer • Reasons why savvy marketers should reconsider dismissing or reducing marketing programs that target this valuable audience • The importance of corporate infrastructures that support Black target marketing Make no mistake about it; the authors are not talking about being a “good corporate citizen.” This is about maximizing return on investment and increasing market share. It is about “staying in the Black” through a better understanding of the advantages of marketing to AfricanAmericans. To win in the new, more diverse marketplace of the 21st century, marketing to African Americans must become a part of the overall corporate business strategy. This means institutionalizing marketers’ knowledge of the Black consumer by replacing assumptions with information, ethnic and social stereotypes with facts and insights, committing to real funding, and establishing a dedicated corporate infrastructure that supports targeted marketing from top to bottom. Only through a better understanding of “what’s Black about it?” can marketers feel secure in developing marketing strategies and organizational support that will help them gain their fair share of this large, fast-growing, and influential market. The target audience for this book is junior-, middle-, and senior-level marketing and advertising executives in decision-making positions who are currently managing African-American marketing budgets or who are interested in the African-American consumer. Categories include a broad range of new and traditional consumer products and services, including financial services, insurance, telecommunications, technology, retail, food and beverage, packaged goods, travel and leisure, entertainment, fashion, publishing, automotive, health and beauty aids, and pharmaceuticals. This book is about how to improve the return on marketing (ROM) expenditures though a more insightful understanding and sensitive response to the evolving cultural complexities of the AfricanAmerican consumer in the 21st century. Any organization that ignores the importance, evolution and influence of this projected trillion-dollar market segment may be losing valuable market share to competitors who are committed to increasing top line sales and their narrowing profit margins. On his website, Kemp said that the book distilled everything they knew about reaching the underserved $1 trillion black consumer market. He also pointed out that many mainstream goodsand-services providers still believed that showing blacks or Hispanics in general-market campaigns was sufficient to capture their attention and brand loyalty. Miller and Kemp thought differently. Their book had a multilayered plan to build competitive advantage. The steps included spotlighting blacks as a heterogeneous, not a homogeneous, group; creating more and different types of campaigns; being aware that much of black brand building is done by word of mouth; and that while some

use of general ad media worked, deliberately using black media outlets showed consumers that sellers respected and understood African Americans. “What’s Black About It?” is based on over 30,000 quantitative and qualitative interviews with African Americans, 20 years of market research, more than 20 years of ethnic marketing, and recent thought-provoking interviews with key marketing experts and opinion leaders within the African-American community as well as in the general market. The authors selected and interviewed multicultural marketing experts and marketing professionals who have a vested interest in the African-American market. They include marketing executives, scholars and community influencers. Additionally, an extensive variety of secondary research such as books, articles and government statistics were used in the research. These resources provide point and counterpoint discussions from a representative sample of marketers and researchers who embrace the African-American market, and those who are not convinced of the segment’s value, both in the marketplace, and to their businesses. Finally, the authors used a number of examples to support our findings. Some are descriptions of various strategies and communications developed by certain advertising agencies. The use of these illustrations is not an endorsement of one ad agency, or their work, over another. African Americans have more influence on today’s culture and taste than any other ethnic group in the world. “What’s Black About It?” offers a fresh perspective on changing the views of corporate America and how they market to the African-American consumer. This book presents historical, psychological and cultural influences that delve far deeper into the Black experience than other ethnic marketing books, which may only include a general chapter or two on Black consumers. “What’s Black About It?” proposes “staying in the black” and reveals the cultural buttons that fuel effective marketing to African-Americans. Pepper Miller and Herb Kemp are expert marketers based in Chicago and Connecticut, respectively, and have completed over 30,000 quantitative and qualitative interviews with African Americans— including marketing executives, scholars and community influencers. Since the launch of “What’s Black About It?” the authors have been interviewed on numerous radio programs and are in constant demand to present at national market meetings and at Fortune 500 companies as well. This book explores with Miller and Kemp the ever-evolving cultural complexities of African-American consumers today. Book Content: TABLE OF CONTENTS Acknowledgements Introduction Prologue: What is Black? Chapter One: The Business of Understanding the African-American Market Chapter Two: A Business Case for Marketing to African Americans Chapter Three: Where African Americans Lead, the Whole Follows Chapter Four: Illuminating the Black Experience Chapter Five: Shades of Blackness Chapter Six: “Yes, We Speak English, but You Still Aren’t Talking to Us.” Chapter Seven: “Media for the People” Chapter Eight: Best Practices Required for Marketing to AfricanAmericans Chapter Nine: Conducting Research with Relevance and Insight Chapter Ten: The Importance of Race in Marketing Glossary African American Profile: Top Ten Markets African American Market Resource Guide Notes Index (146 pages, hardcover, ISBN 0-9725290-9-8; 2006)

The Whole Enchilada Author: Juan Faura Theme: Hispanic Marketing 101 Author Biography: Juan Faura has over 15 years’ experience in advertising, marketing and research, and is a published expert on the Hispanic market, having published the book “The Whole Enchilada: Hispanic Marketing 101” as well as numerous articles, columns and opinion pieces on Hispanic marketing. He is also a frequent speaker and lecturer on Hispanic marketing at various conferences and universities. His books and articles are based on insights gained over his career through conversations with over 70,000 Hispanics across the U.S. and a range of ages, genders, cultural, language and

OTC Beauty Magazine

March 2014

socioeconomic backgrounds. His credentials include positions as the Director of Global Strategy for Cheskin Research and Director of Research for Market Development, Inc. Juan has also served as a consultant on Hispanic marketing for Fortune 100 companies such as Hershey, Pizza Hut, Ortho McNeil, Ford, Neutorgena, Zubi Advertising, J&J, Hormel, Pepsi, Visa, Wells Fargo, Frito-Lay, Labbatt’s (Tecate) and Mercedes-Benz among others. He has also worked at a bakery, been a pipe fitter, a mechanic, and a paint and body man. Juan is the founder of Cultura, one of the fastest growing Hispanic agencies in the country. He holds a Doctorate of Juris Prudence from Thomas Jefferson School of Law, and a certificate in welding and sheet-metal handling from the Urban League in San Diego. He lives in Southlake, Texas with his wife Sara his children Juan, Amanda and Sebastian, and three Boxer dogs, Bongo, Memphis and Lola. Book Description: Hispanic marketing is a new assignment for many career marketers. Here’s a practical guide to marketing to Hispanics in the United States. Using his many years in

research, Hispanic marketing and advertising, Juan Faura talks straight about marketing to your Hispanic customers. And you hear it from a Hispanic point of view. Take a look at the top 30 Hispanic markets in the U.S. and find out which advertising vehicles, organizations and resources are available to assist you in developing and executing a strategy for marketing to Hispanics. Scores of easy-to-apply tips will help you make your business and your marketing more Hispanic-friendly. In “The Whole Enchilada” you will find: • Eight laws of the Hispanic universe. • Five phrases that will immediately engender a connection with any Hispanic consumer. • Twelve commonly assumed characteristics of Hispanic culture, what you need to know about how the culture is changing and how your Hispanic marketing should respond. • Profiles of eight individuals who represent the many faces of U.S. Hispanics. (144 pages, hardcover, ISBN 0-9725290-5-5; 2004)

Hispanic Customers for Life Author: M. Isabel Valdés Theme: A Fresh Look at Acculturation   Author Biography: Bestselling author Isabel Valdés believes wholeheartedly in the power of in-culture and share-of-heart marketing. In this book, her most recent, she shows how the U.S. Hispanic market is shifting from a majority of customers who are un-acculturated to a majority who were born in the United States and are melding the two cultures together in ways that make them an unprecedented marketing challenge. The Hispanic market is experiencing its most important socio-demographic and cultural shift since its emergence as a powerful and distinct U.S. market segment. “Hispanic Customers for Life: A Fresh Look at Acculturation” explores the present “Hispanic generational crossover,” providing insights, data and tools to manage the generational and acculturation differences among U.S. Hispanics, immigrants and their U.S. born offspring. Ms. Valdés, a marketing expert, is recognized as the creator of the “In-Culture” marketing approach. A lecturer and public speaker, Ms. Valdés has been studying and writing about the Hispanic market for more than 20 years. Her earlier books, “Marketing to American Latinos, A Guide to the In-Culture Approach,” Parts I and II, are classics used in many universities around the country and on the bookshelves of most multicultural marketers. She earned an M.A. in Communications Research and an M.A. in Education from Stanford University. She also holds professional degrees in Communications Arts and Advertising from two leading universities in South America.

Ms. Valdés lives part-time in San Francisco and part-time in South America. Book Description: Although most news media speak of Hispanic consumers as only or mostly immigrants, in fact, according to the most recent US census, only 19.9 million Hispanics living in the U.S. were “first generation” or foreign born, whereas 24.8 million or 55 percent of the total were second, third or more generations and born in the United States. Add the 3.9 million Puerto Rican Islanders—also American citizens—and the true size of the U.S.–born Hispanic market today is nearly 29 million. The growing segment of U.S. born Latinos poses unique business, marketing and communications challenges and opportunities. Ms. Valdés describes how to target them successfully for marketers of all kinds of products and services. She notes that there are two basic marketing platforms for Hispanics born in the United States: • The “young millennial Latinos,”—the second generation youth market—children, teens, and young adults born to foreign-born parents. • The “traditional Latinos”—those born to Latino families that have been U.S. citizens for two or more generations. By 2016, it will be a different Hispanic market altogether; the vast majority of Hispanics aged 20 to 29 will have been born in the United States. These Hispanic “Twentysomethings” will constitute a significant market segment— well acquainted with U.S. culture, but as Ms. Valdés emphasizes, “often born to at least one parent who was foreign born;” thus straddling two cultures. In an important departure from the usual ways of viewing this market Ms. Valdés segments it by age and generation, highlighting the waves of acculturation per segment, simplifying a complex marketing landscape by helping marketers understand how different levels of acculturation change Hispanic consumer expectations and hence their responses to marketing messages.

Marketing to American Latinos Author: M. Isabel Valdés Theme: A Guide to the In-Culture Approach Author Biography: Valdés, a pioneer in Hispanic marketing, has produced a well-written and current introduction to the Hispanic/Latino market in the US, offering insight into this complex market segmented by age, generation and region. The book presents an excellent statistical as well as cultural portrait of this very diverse community using data from the US Census and other sources. The author also covers theoretical frameworks for implementing marketing strategies to the Hispanic community. In addition to business audiences, this work will be useful to people interested in the immigration debate because it presents data that challenges popular perceptions about Hispanics. Isabel Valdés is known as a visionary marketer and consumer insights expert; she popularized integrated multicultural marketing through “In-Culture marketing” and “Marketing for Share of Heart,” that are gold standards in business and marketing today. She is passionate and committed to bring Hispanic marketing to Corporate America and to bring Corporate America to the Hispanic community! An accomplished entrepreneur, she founded Hispanic Market Connections, Inc., an award winning marketing research and consulting company which was sold and publicly traded in 1998. Presently she heads IVC, In-Culture Marketing, Transforming Heart Shares into Market Shares™, a strategic marketing consultancy. Presently she is a member of PepsiCo and FritoLay’s Ethnic Advisory Board and heads its Human Sustainability Committee. An active community leader she has served as trustee

on several national and regional Hispanic community organization boards including NCLR, (The National Council of La Raza,) D.C., The National Hispana Leadership Institute, (D.C.) The Tomas Rivera Policy Institute, LA and presently she co-chairs the Mexican Heritage Corporation, in San Jose. She has received numerous honors and awards, including being selected by Fortune Small Business as a “Woman Entrepreneur Star,” and “Business Woman of the Year” by the New York Hispanic Chambers of Commerce. She was named “21st Century Star of Multicultural Research” by American Demographics magazine. A frequent guest speaker at trade conferences, C-Suites and universities, for almost a decade she was a lecturer at the Summer Executive Communications Series and the Business School at Stanford University, her alma mater. Book Description: The “In-Culture” approach to Hispanic marketing was introduced by Isabel Valdés, one of the premiere Hispanic marketers in the United States. The first half of her two-part set of books introduces the Hispanic market and its culture, and helps you to understand the culturally sensitive issues you must respect if you plan to do business in this particular arena. The second half of her two-part set will be covered in an upcoming 2014 Urban Call Briefs column, “Connecting With Your Most Important Consumers Hip-Hop, White, Latino, Black, and Asian Communities.” Named by American Demographics magazine as the “21st Century Star of Multicultural Research,” author Isabel Valdés gives you the facts and figures you need to understand the size and power of the rapidly growing U.S. Hispanic market. She introduces you to the New Latina and Generation, and tells you how to market to them. Most important, she helps you understand the potential of an exploding market and the culturally sensitive issues you must respect if you plan to do business within this enormous Latin community. With their growing strength in numbers, Hispanics are the hottest target market in the United States, but there is a lot companies need to learn to reach the

The Selig Center for Economic Growth at the University of Georgia estimates that U.S. Hispanic purchasing power increased dramatically during the 1990s and has continued to rise into the 21st century, from $212 billion in 1990 to $736 billion in 2005, a 347 percent increase over the 15 year period. Buying power is defined as the total personal (after-tax) income that consumers have to spend on goods and services, or disposable personal income. By 2010, Jeffrey Humphrey, director of the Selig Center, projects Hispanic buying power will top $1 trillion. By 2050, some estimates place the value of Hispanic consumer marketplace between $2.5 and $3.6 trillion. The growing relevance of “emotional marketing” to build HeartShares, the “how to’s” and new gold standards are described and illustrated with business case studies. An additional value of the book is a comprehensive list of Hispanic-related websites including marketing and advertising companies, trade organizations, non-profits, media and researchers. With exciting new case studies and a directory of Internet resources, Ms. Valdés gives you the insights of the data and analysis you need to move your Latino marketing to the next level. Content: Chapter 1: U.S. Latinos: From 15+ percent to 25+ percent Chapter 2: Born/Not Born in the USA Chapter 3: Recovering the Latino Soul Chapter 4: Latinos in Society Chapter 5: Marketing Today and Tomorrow: The EmotionalCultural Paradigm Chapter 6: Share of Heart: The Philosophy Chapter 7: Revisiting the In-Language Approach Chapter 8: The GenAge Paradigm Chapter 9: The Youth Segments Chapter 10: The Adult Segments Chapter 11: Making a Marketing Choice Based on Acculturation Appendix: Directory of Online Resources (208 pages, hardcover, ISBN 978-0-9786602-6-0; 2008)

hearts and minds of this ethnic group. Ms.Valdés uses data from the ACNielsen Hispanic Homescan Panel to analyze spending patterns of Hispanics as they move from Spanish-preferred to English-preferred in the acculturation process. The book examines Hispanic spending on many products categories in detail, as well as analyzing where Hispanics spend their retail dollars. Content: Foreword Acknowledgements Introduction Section 1 The “New” Hispanic Consumer Chapter 1: Hispanics in the U.S.: A Snapshot of the year 2000 Chapter 2: Hispanic Past and Present Chapter 3: Is there a Hispanic “MeltingPot”? Section 2 In-Culture Advertising Chapter 4: The “In-Culture” Difference Chapter 5: Ongoing Acculturation Chapter 6: Marketing in a Bicultural Context Chapter 7: Gaining “Share of Heart” Chapter 8: How to Communicate In-Culture Section 3 The Latino Market is Many Markets Chapter 9: How to “Think” Hispanic Chapter 10: What’s in a Name? Cultural Diversity within the Market Section 4 Case Studies American Honda JCPenney La Opinion EL POLLO LOCO House Foods Corporation California Lincon Mercury Dealers Association Paragon Cable San Antonio Tecate United States Postal Service Sources Bibliography Index (192 pages, paperback, ISBN 0-9671439-7-7; 2000) March 2014 OTC Beauty Magazine

Business Tips by Ted Fishman

OTC Store Cosmetic/ Makeup Tips OTC 매장 미용/화장품에 관한 조언

There is a huge market for cosmetics/makeup and OTC stores can definitely capture some “plus” sales volume from the Multicultural consumers in this category. Cosmetic/makeup consists of the following categories: Makeup – Mainly used on face – Foundations, Bases, Creams, Liquids, Concealers, etc. in various shades Powders – Loose Powder, Compact Powder, Specialty Powders (contouring, hiding pores, etc) Blushers – Powders and creams used to color the cheeks Lip Cosmetics – Lipsticks, Lip Pencils, Lip Glossers Eye Makeup – Macara, Eye Brow Pencils, Eye Liners, Eye Shadows, False Eye Lashes Since there is such a wide variety of cosmetics available for the 52

OTC Beauty Magazine March 2014

미용/화장품 시장은 아주 거대하며 OTC 매장은 다문화 소비자들로부터 일종의 “플러스” 판매고를 확실히 올릴 수가 있다. 미용/화장품 분야는 다음과 같은 범주로 구성된다. 메이크업 -주로 얼굴에 사용하며 - 파운데이션, 베이스, 크림, 리퀴드, 컨실러, 등등. 다양한 색조. 파우더- 루즈 파우더, 컴팩 파우더, 특수 목적의 파우더들(윤곽 보정, 모공 커버 등등) 블러쉬 - 색상별로 파우더와 크림 입술 화장품- 립스틱, 립펜슬, 립글로즈 눈 화장품- 마스카라, 눈썹 펜슬, 아이라이너, 아이쉐도우, 인조 속눈썹 다문화 소비자들을 위한 화장품들이 무수히 많아지면서 OTC 매장은 현재 미용/화장품 트랜드에 관한 아이디어를 얻기위해 소비자 잡지,

Multicultural consumer OTC stores should do some research via consumer magazines, TV ads, retail outlets, etc. to get an idea of current cosmetic/makeup trends. A cosmetic/makeup section that consists of a variety of products should be set up by the following categories: ECONOMY PRICED COSMETICS This section should feature cosmetics/makeup priced from $1 to $15. MODERATELY PRICED COSMETICS This section should feature cosmetics/makeup priced from $5 to $30. HIGH END COSMETICS This section should be kept in a glass counter area where the products can be shown by a store sales person. They are cosmetics priced from $25 to $60 or more. Note: If your store clientele does not warrant carrying high end cosmetics then you may not want to carry them at all. The cosmetic section should be set up and displayed on shelves. Try to include a TV 광고, 소매 아웃렛 등을 통한 조사를 실행해야 했다. 다양한 제품들로 구성된 미용/화장품 섹션은 다음과 같은 범주로 설정해야 한다: 저가 화장품 이 섹션은 $1에서 $5 정도의 미용/화장품을 배치해야한다. 중저가 화장품 이 섹션은 $5에서 $30 정도의 미용/화장품을 배치해야 한다. 고가 화장품 이 섹션은 매장 판매 직원이 식별할 수 있도록 제품이 유리 진열장 안에 배치되어야 한다. 화팡품 가격은 $25에서 $60 정도 혹은 그 이상이다. NOTE: 여러분 매장의 고객들이 고가 제품을 구매할 것 같지 않다면 여러분도 이런 제품을 취급하길 원치 않을 수 있다. March 2014 OTC Beauty Magazine

variety of shades from lighter to darker for face makeup and powders. A variety of colors should be displayed for lipsticks as well. Trying on makeup creates a problem because of germs that can be transferred when many people use the same makeup. However this can be done if Q-tips or plastic spatulas are used and no one actually touches the make up being tried on. Most women want to try on face makeup to see how it will look on their skin and if it is the right shade for them. Other cosmetics like lipsticks, eye pencils, mascara, etc. do not need to be tried on. You should try to change your cosmetic/makeup displays for the various seasons. – Winter: Deeper shades, heavier makeup – Summer: Lighter shades, less heavy makeup It is important to keep up with cosmetic/makeup trends in the marketplace. One popular category of makeup today is the BB and CC Creams. They are light foundations combined with a moisturizer and sun screen. They are popular because they can be used on a daily basis in place of the heavier makeup and they do a pretty good job of coverage. Many women use these BB and CC creams for everyday use, and use the other makeup for maximum coverage for special occasions or on weekends. They can range in price from $9.99 up to $50. Most women want to enhance their looks, and makeup is a good way for them to do this. The age range is from teens to seniors so there is much business to be had by featuring cosmetics/makeup in OTC stores.

미용 섹션은 선반에 설치, 진열되어야 한다. 밝은 색상부터 어두운 색상까지 다양한 색조의 페이스 메이크업과 파우더를 포함시켜봐라. 립스틱 또한 다양한 색상으로 진열되어야 한다. 매장에 설치된 시험용 메이크업 제품은 여러 사람이 같은 메이크업 제품을 사용할 경우 세균을 옮길 수 있는 문제점이 있다. 그러나 면봉이나 플라스킥 주걱을 사용하고 아무도 시험용 메이크업 제품 내용물을 실제적으로 만지지 않는다면 사용해 볼 수도 있다. 대부분의 여성들은 자신의 피부색에 메이크업이 어떻게 보이는지, 자신에게 맞는 색조인지 직접 시험해 보길 원한다. 립스틱이나 눈썹 펜슬, 마스카라 등과 같은 화장품들은 시험 사용이 필요 없다. 미용/화장품 디스플레이는 다양한 계절에 맞게 변화를 줘야한다. -겨울: 깊은 색조, 무거운 메이크업 -여름: 밝은 색조, 무겁지 않은 메이크업 시장의 미용/화장품 트랜드를 유지하는 것이 중요하다. 현재 인기있는 메이크업 카테고리는 BB와 CC크림이다. 이 제품들은 가벼운 파운데이션으로 보습제와 자외선 차단제가 섞여있다. 이 제품들은 두꺼운 메이크업 대신 매일 사용할 수 있기 때문에 인기가 있으며 커버력도 꽤 좋은 편이다. 많은 여성들이 일상적으로 BB와 CC크림을 사용하며 주말이나 특별한 날을 위한 최대한의 커버력을 위해서는 다른 메이크업 제품을 사용한다. 가격 범위는 $9.99에서 $50선이다. 대부분의 여성들은 자신의 외모를 향상시키고자 하며, 메이크업은 그것을 위한 좋은 방법이다. 연령대는 청소년부터 노년까지이므로 OTC 매장에서 미용/화장품 제품을 취급함으로써 얻을 수 있는 사업적 기회는 아주 많다.

Ted Fishman president of Ted Fishman & Associates is an industry veteran who has dedicated his life to the betterment of the business. He can be reached through email at tfish90469@aol.com.

OTC Beauty Magazine March 2014

March 2014 OTC Beauty Magazine

Business Tips

by Barry Banther

Qualities of a

Lasting Leader 영원한 리더의 5가지 자질

eadership isn’t just something you do, it’s someone you become. But that requires a personal transformation, not just a personal agenda. Lasting leaders, those who can weather economic downturns and even seismic market shifts in their employees or customers, are the ones who know how to assemble a diverse team and bring out their very best. If you’re not building relationships that will last with your associates, even your financial success will be short-lived. If we want to understand what really defines leaders then we have to start by looking at their followers. The old motivational tricks no longer work. Employees have become jaded from broken promises and failed dreams. Today followers are drawn to leaders who show openness, invest time, listen, encourage and show appreciation for the strengths their employees bring to work. These are qualities that are developed intentionally over time but they pay dividends in both financial and personal performance for a lifetime. Leaders who are held in the highest esteem for their success on both the bottom line and with the people they lead epitomize these 5 qualities. From their followers you will hear phrases like these: “he was always there for me,” “I felt like she really listened,” “he valued my opinion,” and the result is employee engagement at the highest level. These qualities are gifts that a lasting leader is willing to give freely to the people they lead. 56

OTC Beauty Magazine March 2014

리

더십은 단지 당신이 행하는 무엇이 아니라, 당신이 누군가가 되는 것이다. 그러나 그것은 단지 개인의 계획이 아닌 개인의 변화를 요구한다. 영원한 리더, 경기가 침체되고 엄청한 시장 변화에도 직원들과 고객들에게 여전히 리더일 수 있는 사람은 다양한 팀을 조합하고 그들의 최고를 이끌어내는 방법을 알고 있는 사람이다. 만일 당신이 당신의 동료와 지속적인 관계를 쌓지 않는다면, 당신의 재정적인 성공은 단명할 것이다. 진정한 지도자의 정의에 대해 알고자 한다면, 먼저 그들의 추종자들을 살펴보아야한다. 오래된 동기 부여 속임수는 더이상 통하지 않는다. 직원들은 깨진 약속과 실패된 꿈으로 지칠대로 지쳐있다. 오늘의 추종자들은 개방성을 갖고 시간을 투자하고 귀를 기울이며 격려하고 직원들이 수행하는 업무의 강점에 감사를 표시하는 리더에게 마음이 간다. 이것은 시간이 지나면서 의도적으로 개발되는 자질들이지만, 일생동안 재정적인 부분과 개인적인 부분의 수행에 있어 각각의 배당금이 나눠지는 것이다. 그들의 성공에 관한 최종 결과에 대해, 또 그들이 이끄는 사람들로부터 가장 높은 존경을 받는 리더들은 전형적으로 다음의 5가지 자질을 갖고 있다. 그들의 추종자들로부터 당신은 이런 말을 들을 것이다; “그는 나를 위해 항상 거기 있었어요,” “나는 그녀가 정말로 내 의견에 귀기울이는 것 같았어요,” “그는 내 의견을 존중했습니다,” 그리고 결과는 직원들의 가장 수준 높은 참여이다. 이러한 자질들은 영원한 리더가 자신이 이끄는 사람들에게 기꺼이 줄 수 있는 선물이다.

March 2014 OTC Beauty Magazine

The Gift of Being Open to Others. Every leader claims to have an opendoor policy. But it’s not a leader’s door that needs to be open – it’s an open mind that matters! Openness encourages employee engagement, and that is fundamental to business success. The Gallup Organization’s study of employee engagement in 7,939 business units in 36 different companies found that “employee engagement was positively associated with performance…”

다른 사람에게 열어주는 선물. 모든 리더들은 개방 정책을 주장하지만, 그것은 열려있어야만 하는 리더의 사무실 문이 아니다. - 그것은 문제에 있어서의 열린 마음이다. 개방은 직원들의 참여를 장려하고, 사업 성공에 필수적이다. 직원 참여에 관한 갤럽 기관의 조사에 따르면, 7,939개의 사업체 가운데 36개의 업체에서 “ 직원 참여는 그들의 수행 능력과 분명한 관계가 있다...”는 것을 발견했다.

The Gift of Investing Time in Others. Leaders are usually not solo inventors or lonely creative thinkers. They are called to assemble a team of people and enable them to be more productive together than any of them could be alone. Leaders can’t create time, but when they invest their time to build profitable relationships with their employees they are multiplying the results they can achieve. Choosing to spend time with their employees daily is a leader’s best return on time.

다른 사람에게 시간을 투자하는 선물. 리더는 일반적으로 단독 발명가나 외로운 창조자가 아니다. 그들은 사람들의 팀을 구성하고 그들이 혼자일 때보다 함께 더욱 생산적이 될 수 있게 하는 사람이다. 리더는 시간을 만들 수는 없지만, 그들이 자신의 시간을 이익적인 관계를 위해 직원들에게 투자할 때, 달성할 수 있는 결과를 배가시키게 된다. 매일 직원들과 시간을 보내는 것은 리더에게 정기적인 최상의 반환물인 것이다.

The Gift of Listening to Others. Trust between leaders and their associates is built upon a transparency that reflects a freedom to speak and be heard. Bad culture, where listening isn’t valued, impacts business every day across America. It’s been estimated that as much as 55% of a leader’s work time is spent listening. But most leaders don’t know how to do that. They confuse listening with hearing. When we are open to an employee’s ideas and we invest the time to hear them then we are more apt to understand what they are saying and, sometimes more importantly, what they are not saying.

다른 사람에게 귀기울이는 선물. 리더와 동료들간의 신뢰는 말하고 듣는 자유를 반영하는 투명성에 내장되어 있다. 듣는 것이 가치가 없는 잘못된 문화가 날마다 미국 전역의 비즈니스에 영향을 주고 있다. 리더의 업무 시간의 55%는 남의 얘기를 듣는 것에 사용되는 것으로 추정된다. 그러나 대부분의 리더들은 그 방법을 모른다. 그들은 듣는 것과 귀기울이는 것을 혼동한다. 우리가 직원들의 아이디어에 마음을 열고 그들의 얘기를 듣는데 시간을 투자할 때, 우리는 그들이 말하고 있는 것과, 때때로 더욱 중요한, 말하고 있지 않는 것을 더욱 쉽게 이해하게 된다.

The Gift of Offering Encouragement to Others. Employees can work for hours without food or water. But they can’t do quality work for more than a few minutes without hope; the hope that their work matters; the hope that they can get the job done and the hope that their effort will be appreciated by their boss. You have few chances as a leader to show respect for employees that is more potent than surprising them with words that show you believe they have what it takes to get the job done despite their current challenges.

다른 사람을 격려하는 선물. 직원들은 음식과 물이 없이 여러 시간 일할 수 있다. 그러나 희망이 없이는 단 몇 분도 질 높은 업무를 수행할 수 없다. 그들의 업무와 관련한 희망. 일을 마칠 수 있다는 희망, 그리고 그들의 노력이 상사로부터 제대로 인정될 수 있다는 희망. 당신은 리더로서 직원들이 현재의 어려움에도 불구하고 그들이 잘 수행해낼 것이라고 믿고 있음을 보여주는 말보다 더욱 강한 존중을 보여줄 수 있는 몇몇 기회들을 갖게 된다.

The Gift of Expressing Appreciation for Others’ Abilities. When a leader gives away genuine appreciation it is mirrored back in improved attitudes, stronger commitment and better performance. Study after study documents that employees do not feel appreciated. The gift of appreciation is not about altering your associates’ opinion of the leader; it’s about changing their opinion of themselves. When a leader helps employees believe in their unique strengths they build a work environment that – works! Lasting leaders know how to bring out the best in others. You can be appointed someone’s boss, but not their leader. Your followers ultimately determine your leadership. Being the kind of leader that builds a high performance team who follows their leadership even under tough conditions is always in high demand.

Barry Banther

다른 사람의 능력에 감사를 표현하는 선물. 리더가 진정한 감사를 보여줄 때, 그것은 더욱 향상된 태도와 강해진 헌신 그리고 나은 수행 능력으로 되돌아 온다. 감사의 선물은 지도자에 관한 직원들의 의견을 바꾸려는 것이 아니다. 그것은 그들 스스로에 관한 자신들의 의견을 바꾸는 것이다. 리더가 직원들 스스로 자신의 독창적인 능력을 믿도록 도울 때, 그들은 일할 수 있는 환경을 만들게 된다. - 그것이 통하게 된다! 영원한 리더는 다른 사람의 최선의 능력을 끌어낼 수 있는 사람이다. 당신은 누군가의 상사로 임명될 수 있지만, 그들의 리더는 아니다. 당신의 추종자들이 궁극적으로 당신의 리더십을 결정한다. 많은 요구로 언제나 힘든 상황에서 조차도 그들의 리더십을 따르는 높은 수행 능력을 가진 팀을 구축하는 리더가 되라.

is the founder and CEO of Banther Consulting. With decades of experience as a business leader and corporate executive, he has become a trusted advisor, leadership speaker and trainer for Fortune 100 companies like Pfizer and Rockwell as well as midsize to large family owned businesses across America. Barry’s new book, “A Leader’s Gift: How to Earn the Right to be Followed,” will be released in April 2014. For more information, please visit www.barrybanther.com.

OTC Beauty Magazine March 2014

March 2014 OTC Beauty Magazine

OTC Beauty Magazine March 2014

King of Locs by Cyrus Jackson

All About Spring Color! H

Hair allows people to make a personal statement of who they are to the world. One way to make a bold statement is with a new cut and color. In the spring, people often change their appearance. This year’s spring look will be inspired by the trend of hair color. There will be global trend explosion of blonde, gold and red hues being reflected through fashion shows, celebrities and hair salons. As hair trends change, so do the products. The main difference in color today and color a decade ago is that there are now products made specifically for color. Previously, moisturizers were the main defense against dry and brittle hair. Now, there are products on the market designed to moisturize hair, provide root touch-ups and help cover gray hair. Consumers now have many choices to address the needs of their color-treated hair. One of Professional Products Unlimited, Inc. lines, III Sisters of Nature, carries two co-washes which are great for moisturizing color-treated hair. The III Sisters of Nature’s™ Avocado Co-Wash is a daily, gentle conditioning rinse, which restores strength and flexibility to damaged and color-treated hair. The Coconut Milk Co-wash is a daily, gentle conditioning rinse, which softens and adds shine to dull tresses. Co-washing is a way to gently condition and cleanse the hair daily or bi-weekly without using shampoos, which can strip the hair of much-needed moisture if used too frequently.

Co-washing boosts hair growth by helping hair retain an optimal moisture balance. The dryness that consumers experience from the color can be eliminated by the use of co-washes. Consumers are always looking for a staple product that will provide a moisture balance for their hair. Naturalistas should use the III Sisters of Nature™ Co-wash to achieve stronger, moisturized, soft and shiny hair. Both co-washes can be used as a cleanser, conditioner and leave-in conditioner. Professional Products is focused on helping consumers protect and care for their hair by providing them with quality products. In addition to quality products, the use of steamers and hot oil treatments can also improve the moisture balance and health of color-treated hair. The evolution of natural hair, color and products in general has given consumers the freedom to express themselves without fear. One of the many great things about Professional Products Unlimited is that we have products that can help consumers embrace their style with color-treated hair. This spring consumers will be looking for moisturizing products that will keep their new color healthy and moisturized. Professional Products Unlimited’s new brand additions are the perfect products for maximum profit and shelf appeal.

Cyrus Jackson has had a successful career in the hair care industry for over 30 years including sales, marketing and product development with companies such as World of Curl, D-Orum Products and Leisure Curl. Jackson is the owner and president of Professional Products Unlimited, Inc. makers of one of the first complete products lines in the industry for the care and maintenance of natural ethnic hair types, Jamaican Mango & Lime. Jackson’s continued development and promotions of quality products for natural ethnic beauty has made him the self proclaimed King of Locs. March 2014 OTC Beauty Magazine

Feature by Cindy Tawiah

The State of

Black 66

OTC Beauty Magazine March 2014

number of black-owned stylists across the East Coast and throughout the country have experienced a significant decrease in clientele. According to Professional Consultants and Resources, the salon and hair care industry is a 75.38 billion dollar business. This is an increase of 4.1 percent over the comp year. However, a piece of this billion dollar pie has been diminishing for African-American salons. This is attributed primarily to four factors which are: • The increase of Dominican salons • The trend or choice to transition from chemicals to natural hair • The lack of respect of a woman’s time and absence of customer service in majority of salons • Failure to use and retail good hair products specifically designed for Black hair care • The lack of incentives and redirection to retain and consistently make the hair experience a necessity instead of a choice or want Dominican salons evolved in record numbers during the early 1980s, primarily on the East Coast in places like New York (Wall Street Journal, May 2012). African-American women primarily visited them due to the fact that they had efficient processes that resulted in less time being spent in the salon. Dominican salons used an assembly line approach that moved the customer along rapidly. The end result of this process was soft silky hair at often less expensive prices than traditional salons. Despite the prevalence of Dominican salons, there have been a number of complaints. Specifically, African-American customers have complained of hair loss due to the excessive use of heat from the blow dryer during styling. Black hair would break and snap as a result of these processes being applied to it. Although the Dominicans have taken some market share, they cannot be totally blamed for the state of the traditional Black salon. Transitioning from chemicals to natural hair has become a

동

부 지역 및 미국 전역에서 흑인 고객을 보유한 스타일리스트들의 고객들이 현저히 줄고 있다. Professional Consultants and Resources 에 따르면, 미용업 및 헤어 케어 산업은 753억 8천만 달러에 달하는 사업이다. 이것은 샘플로 삼은 한 해 동안 4.1%의 증가인 것이다. 그러나, 이 수억 달러 파이의 한 조각에 해당하는 아프리카계 미국인 미용실은 감소하고 있다. 이것은 다음과 같은 4가지 주요 원인에 기인한다. • 도미니칸 미용실의 증가 • 화학적 손질에서 네추럴 헤어로 전환하는 트랜드나 선택 • 여성의 시간에 대한 존중 부족 및 대다수 미용실의 고객 서비스 부재 • 흑인 헤어 케어를 위해 특별히 고안된 좋은 소매 제품과 사용의 실패 • 지속적인 헤어 케어 경험을 선택이나 원해서가 아닌 필수 사항으로 만들고 유지하기 위한 전환과 인센티브의 부족 도미니칸 미용실은 1980년대 초, 주로 뉴욕과 같은 동부 지역에서 (월스트리트 저널, 2012년 5월호)기록적인 수치로 진화했다. 아프리카계 흑인 여성은 주로 미용실에서 소비하는 시간을 줄일 수 있는 효율적인 손질을 받는다는 이유로 도미니칸 미용실을 찾는 것이다. 도미니칸 미용실은 고객들을 따라 빠르게 이동할 수 있는 조립 라인 방식을 사용했다. 이 방식의 마지막 결과물은 종종 기존 미용실보다 저렴한 가격으로 부드럽고 매끄러운 머리를 갖게 만들어준다. 도미니칸 미용실의 유행에도 불구하고, 많은 불만들이 있어 왔다. 특히, 아프리카계 미국인 고객들은 스타일링 과정에서의 드라이어 사용으로 오는 과도한 열 사용이 탈모를 증가시킨다고 호소했다. 흑인 모발은 이런 과정의 결과로 부서지거나 부러지게 된다. 비록 도미니칸들이 일부 시장을 점유하고 있지만, 그들이 전통적인 흑인 미용실의 상태에 대해 전적으로 비난 받을 순 없다. 화학 물질 사용으로부터 네추럴 헤어로 전환하는 것이 트랜드가 되고 있으며, 아프리카계 미국 여성들은 화학 물질을

The Search for Clientele 고객 찾기

Salons 흑인 미용실 현주소

March 2014 OTC Beauty Magazine

Feature popular trend and considered a healthier alternative to chemicals for African-American women. Moreover, natural hair requires less maintenance and is often a better alternative for someone who does not have a great deal of time to spend on hair. Black hair stylists often fail to service customers with natural styles because the hair can be difficult to detangle. However, there are great products such as the Diva By Cindy Leave-In infused with B vitamins to help solve this problem. Stylists who eliminate natural hair services from their menu claiming it is time-consuming can increase their clientele by using a detangler to minimize the time it takes to wash and style naturals. This can make the experience much more comfortable for their clients.

대체할 수 있는 보다 건강한 방법을 고려해왔다. 또한, 네추럴 헤어는 관리 시간이 적게 들고 헤어 손질에 많은 시간을 할애할 수 없는 사람들에게는 종종 좋은 대안이 된다. 흑인들의 헤어 스타일리스트들은 종종 고객들의 헤어를 네추럴 스타일로 만드는데 실패하는데, 모발의 엉킴을 풀기가 어렵기 때문이다. 그러나 비타민 B가 주입된 Diva By Cindy Leave-In같은 좋은 제품들은 이런 문제를 해결하는데 도움이 된다. 시간이 너무 소요된다는 이유로 서비스 항목에서 네추럴 헤어 서비스를 제외시키는 스타일리스트들은 머리를 감고 네추럴 스타일을 만드는데 소요되는 시간을 최소화하기 위해서 디탱글러를 사용함으로써 고객을 증가시킬 수가 있다. 이것은 고객들에게도 훨씬 편안한 헤어 손질 경험을 만들어 줄 수가 있다.

Black hair salons do not always give great customer service. Unfortunately, customers often experience: • Long wait times to receive services (sometimes up to 4 hours or longer) • Use of mobile devices while hair is being styled • Lack of attention to detail (for example cutting off too much of a person’s hair or not giving them the right color) • Failure to use and retail good hair products

흑인들을 위한 미용실이 언제나 최상의 고객 서비스를 주는 것은 아니다. 불행하게도, 고객들은 종종 다음과 같은 경험을 하게 된다:

Despite these negatives, stylists can do a number of things to improve client satisfaction and increase the willingness of clients to return to salons. Just as you do not leave the doctor’s office without a prescription, a stylist should not allow their clients to leave their chair without a prescribed or recommended plan of hair care follow-up after leaving the salon. Failure to do so leaves clients with only a couple of options; to peruse the Internet for follow-up hair care products or to go to the neighborhood drugstore or beauty supply store and figure out what they need. Unfortunately, this does not produce loyalty to their stylist.

이런 부정적인 면들에도 불구하고, 스타일리스트들은 고객 만족을 향상시키고 그들이 다시 미용실을 찾게 하기 위한 많은 것들을 할 수 있다. 환자들이 의사 처방전없이는 병원을 나서지 않는 것처럼, 스타일리스트들은 고객들이 추후 헤어 손질에 관한 처방이나 권장 방법을 얻지 않고는 미용실을 나서지 않게 만들어야 한다. 그렇지 않으면 고객들은 단지 몇 가지 옵션만 갖고 미용실을 나서게 된다. 추후 관리를 위한 헤어 케어 제품을 찾기 위해 인터넷을 꼼꼼히 읽어보거나 동네 약국이나 미용 재료 매장을 찾아 그들이 필요한 것을 찾을 것이다. 불행하게도, 이러한 옵션들은 스타일리스트들에 대한 고객들의 충성도를 생성하지 못한다. 고객 충성도 프로그램 실행의 실패는 여성들이 흑인 미용실을 찾지 않는 다른 이유가 된다. 미용실은 다음과 같은 방법을 제공함으로써 고객 유지 가능성을 증가시킬 수 있다.

Failure to implement customer loyalty programs is another reason why women are not visiting black hair care salons. Salons can increase their clientele retention by offering the following: • Customer loyalty card programs such as coupons • Free retail products for spending a given amount at the salon • Birthday cards with coupons and other well-thought-out loyalty programs We visit salons to be pampered and the services must transcend the experience. Stylists must be willing to work with all hair types and textures, in addition to chemically processed or natural hair. African-American stylists must also be willing to perform these services in a timely manner. We all love to receive gifts and incentives; thus, incentives should be in place to maintain a flow of reciprocity between the client and the beautician. Carefully thought out incentives go a long way to help retain clientele. Salons and stylists must examine their company’s mission and overall vision, and revamp practices to include a timely, relaxing, tranquil environment to attract and maintain their clients. Implementation of a few wellthought-out ideas which involve putting customers’ wellbeing ahead of profits will increase your bottom line.

• 서비스를 위한 너무 오랜 대기 시간(때로는 4시간 이상) • 헤어 스타일링이 되는 동안 모바일 기기 사용 • 세심한 부분에 관한 주의 부족(예를 들어 머리를 너무 많이 자른다거나 고객이 원하는 컬러가 나오지 않는다거나) • 좋은 헤어 제품을 사용하지 않는 것

• 쿠폰과 같은 고객 충성도 카드 프로그램 • 미용실에서 일정 금액 이상을 지출할 경우 무료 제품 증정 • 쿠폰이 포함된 생일 카드나 세심히 계획된 다른 형태의 충성도 프로그램 우리는 세심한 관리를 받고자 미용실을 방문하며 서비스는 경험을 초월해야 한다. 스타일리스트들은 화학적으로 처리가 되었든 네추럴 헤어이든, 어떤 모발 형태나 텍스쳐도 기꺼이 잘 다룰 수 있어야한다. 흑인계 미국인 고객을 둔 스타일리스트들은 이런 서비스들을 적절한 때에 잘 해낼 수 있어야 한다. 우리는 모두 선물이나 인센티브를 받길 좋아한다. 따라서, 인센티브는 고객과 미용사 사이의 상호 관계의 흐름을 유지하기 위해 사용되어야 한다. 인센티브가 고객을 유지하는데 도움이 되는 지속적인 길인지 심사숙고 해봐라. 미용실과 스타일리스트들은 자신 회사의 사명과 전반적인 비전을 검토하고, 고객들의 마음을 사로잡아 그들을 유지할 수 있는 적절하고 편안하며 조용한 환경을 포함하여 서비스를 개선해야 한다. 이윤에 앞서 고객들의 웰빙을 고려해 세심히 계획된 몇몇 아이디어의 실행은 당신에게 좋은 결과를 만들어 줄 것이다.

Cindy Tawiah is the Creator and Founder of Diva by Cindy Hair products. She has also been featured in several hair magazines and her products were highlighted through several media platforms. Her desire is to now take her products national and heal generations of women everywhere. Visit www.divabycindy.com. Shedding and breakage are things of the past, thanks to the three step conditioning hair relaxer system, developed by Diva By Cindy. 68

OTC Beauty Magazine March 2014

March 2014 OTC Beauty Magazine

Manufacturer

Profile

Domenic Costa

KAB 브랜드

“We sell happiness.” It’s simple enough, but nothing more really needs to be added to this powerful declaration made by Domenic Costa, the Brand Manager for KAB Brands. Digging a little deeper to learn more about the company, OTC Beauty Magazine spoke with Costa to discover the essence of KAB Brands. “행복을 팝니다.” 너무도 간단하지만, KAB 브랜드사의 브랜드 매니저인Domenic Costa에 의해 만들어진 이 말은, 더 할 나위없이 완벽한 말이다. 이 회사에 관해 좀 더 깊이 알아보고자, OTC 뷰티 매거진은 KAB 브랜드의 본질을 발견한 Costa씨와 얘기를 나눠봤다. 70

OTC Beauty Magazine March 2014

March 2014 OTC Beauty Magazine

Manufacturer Profile OTC Beauty Magazine (OTC): Briefly describe the history of KAB Brands. How did this company get started and what is it founded on? Domenic Costa (DC): KAB was founded in January of 2012, with the acquisition of the ApHogee brand. Our mission is to maximize brand value by delivering a superior end user experience, and providing profitability as well as good service for each partner in our distribution chain. OTC: What is the newest innovation for the company and how did the idea come about? DC: Our newest innovation is Curlific! ApHogee Two-Step Protein Treatment is highly regarded as an incredible cure for hair breakage and the ApHogee line is “Serious Care for Damaged or Delicate Hair.” Without even considering additional damage that can occur from chemical processing, naturally curly, coily or wavy hair is more delicate than straight hair. This hair calls out for special formulas to maintain appearance, health and control. It’s a natural position for ApHogee. We developed the four current Curlific! formulas in-house, over 18 months of testing. OTC: Who is the main audience for your products and what steps are you taking to ensure you meet their needs? DC: These are good questions and we’re doing more every day to answer them. ApHogee works on all hair types and the use of our protein products in always encouraged for hair that has a breakage problem. We have a large multicultural customer base, but ApHogee works for any stylist or consumer that needs to correct hair breakage. For instance, we see great body building results on hair that is naturally fine and limp, or wound up that way after a chemical process. We’re working to turn our 500+ daily ApHogee website visits into store sales. We do not sell direct to consumers, but want to be able to direct curious customers to the nearest store that does. OTC: What sets your products apart from similar ones in the industry? DC: There are so many good products available today; nonetheless we have some very unique formulas and, combined with the fact that we own our laboratories and manufacturing, we can deliver unique products. ApHogee has been delivering results for over 30 years and KAB is small enough to understand the problems and issues faced by individual store owners. We understand that providing store profitability is a key to reaching our own goals. OTC: What is the best way for retailers to position your items and effectively market them in their stores? DC: Merchandise ApHogee as a line for the best multiple sale opportunity. Merchandise our annual “Try-Me” Combo packs prominently. Put extra displays of our Duo-Packette in the chemical sections of your store and at the register, for impulse purchase. We also offer the Curlific! Intro Pak display that includes 3 units each of our new Curlific! products. The display can be exhibited prominently on the counter. OTC: Explain how your OTC store partners and our readers can benefit from carrying KAB products. DC: Our products offer quality results and are sold only in the Beauty Supply channel. OTC: What is the biggest challenge with doing business in the beauty industry? How is the company rising to that challenge? DC: As a manufacturer, I would like to have better communication with and education for store owners and personnel who source our products through distributors. We’re making great inroads using the Internet. OTC: How do you educate consumers and retailers on product knowledge? Do you have an online presence? DC: Last fall we updated our website, aphogee.com, and are currently working to provide some major new site features in an overhaul for 2015. We help our store partners by providing fast, accurate and even personalized product information and problem solving. We keep in touch with consumers via our website and social media.

OTC Beauty Magazine March 2014

OTC 뷰티 매거진 (OTC )는 : KAB 브랜드의 역사를 간단히 설명해주시죠. 어떻게 시작되었으며 무엇을 기반으로 설립이 되었는지요? Domenic 코스타 (DC): KAB 는 2012년 1월, ApHogee브랜드를 인수하면서 설립되었습니다. 저희의 미션은 최종 사용자에게 뛰어난 경험을 제공하고, 저희 유통 체인 내의 각 파트너들에게 좋은 서비스는 물론 수익성을 제공함으로써 브랜드 가치를 극대화하는 것입니다. OTC: 회사를 위한 새로운 혁신은 무엇이며 아이디어는 어디에서 얻었습니까? (DC): 저희의 새로운 혁신은Curlific!입니다. ApHogee 의 2 단계 프로틴 트리트먼트는 모발 손상에 관해 놀라운 치료 효과가 있는 것으로 간주되며ApHogee 라인은 “손상 모발이나 민감한 모발을 위한 심층적인 케어”입니다. 화학적 손질 과정에서 발생할 수 있는 추가 손상에 대한 염려없이도, 자연적인 컬이나 곱슬, 웨이브 헤어는 생머리보다 더욱 민감합니다. 이러한 모발들을 건강하게 관리하기 위해서는 특별한 성분의 제품이 필요하죠. 이것이ApHogee의 원래 위치입니다. 저희는 18개월간의 테스트를 걸쳐, 현재 4가지의Curlific! 제품을 개발했습니다. OTC: 제품의 주 고객은 누구이며 그들의 요구를 충족하기 위해 어떤 과정을 채택하고 있습니까? (DC): 아주 좋은 질문인데요, 저희는 그 답변을 위해 매일 더 많은 일을 하고 있습니다. ApHogee는 모든 헤어 타입에 효과가 있으며 부서지는 모발을 위해서는 저희 프로틴 제품의 사용을 권장합니다. 저희는 방대한 다문화 고객 기반을 갖고 있지만, ApHogee 는 모발의 부서짐을 개선하려는 어떤 스타일리스트나 고객들에게도 효과적입니다. 예를 들어, 선천적으로 가늘고 활력이 없는 모발, 혹은 화학적 손질 후 그렇게 된 모발이 아주 건강해지는 것을 봅니다. 저희는 매일 500명 이상의ApHogee웹사이트 접속자를 매장 매출로 돌리기 위해 애쓰고 있습니다. 저희는 소비자들에게 직접 판매는 하지 않지만, 제품에 호기심을 갖는 고객들이 가까운 매장을 직접 찾을 수 있기를 바랍니다 OTC: 귀사의 제품이 업계 유사 제품과 차별화되는 이유는 무엇일까요? (DC): 요즘은 좋은 제품들이 너무도 많습니다; 그럼에도 불구하고 저희는 몇몇 아주 독특한 제품을 보유하고 있는데요, 자체 실험실을 보유하고 직접 제품을 생산하며 독특한 제품들을 제공할 수 있습니다. ApHogee는 30년 넘는 세월동안 그 결과를 제공해왔으면 KAB는 개인 매장 주인들과 직면하는 문제들을 충분히 이해할 수 있을 정도로 작은 부분까지 신경을 쓰고 있습니다. 저희는 매장에 수익성을 제공하는 것이 저희 목표를 달성하는 열쇠라는 것을 알고 있습니다. OTC: 소매업체들이 귀사의 제품을 매장에 배치하고 효과적으로 마케팅할 수 있는 가장 좋은 방법은 무엇일까요? (DC): 최고의 다양한 판매 가능성을 위한 라인으로 ApHogee를 판매하세요. 저희의 “Try-Me” 콤보 팩을 중점적으로 판매해보세요. 구매 충동을 높이기 위해서 매장내 화학 제품 섹션은 물론 계산대 근처에 저희의 듀오 팩킷을 위한 추가 진열대를 설치하세요. 또 저희는 새로운Curlific! 제품의 세 가지 유닛이 포함된Curlific! Intro Pak 디스플레이를 제공하고 있습니다. 디스플레이는 카운터에 눈에 띄게 진열할 수가 있습니다. OTC: 귀사의 OTC 매장 파트너들과 저희 독자들이 KAB 제품을 취급함으로써 어떤 혜택을 얻게 될까요? (DC): 저희 제품은 품질의 결과를 제공하며 오직 미용 재료 채널에서만 판매가 됩니다 OTC: 미용업계 내에서 귀사가 진행하고 있는 가장 큰 도전은 무엇일까요? 회사는 어떻게 그 도전을 이뤄나가고 있습니까? (DC): 제조업체로서, 저는 유통업체를 통해 저희 제품을 찾는 개인 및 매장 주인들과 더 나은 커뮤니케이션과 교육의 기회를 갖고 싶습니다. 저희는 인터넷을 통해 과감히 그것을 해나가고 있습니다.

OTC: Does KAB Brands have big plans for 2014, and can you share any of them with us? DC: Yes,…not quite yet! OTC: What is the best business advice you can give OTC store owners? DC: Store personnel may not be able to know every product in their store—that’s very difficult—but even part-time personnel should be trained to know ONE answer for each of the most common questions/problems they get. For problems with breakage, shedding or processing weak, damaged hair that answer is ApHogee. OTC: Are there any final thoughts you would like to share with OTC readers regarding KAB Brands or the industry in general? DC: Thank you all for the wonderful support you have given to ApHogee.

OTC: 제품 지식에 관해 소비자들과 소매업체들을 어떻게 교육하시는지요? 온라인을 통한 방법도 갖고 계십니까? (DC): 지난 가을, 저희 웹사이트, aphogee.com를 업데이트했으며, 2015 년을 위해 몇 가지 주요 새로운 사이트 내용을 점검 중에 있습니다. 저희는 매장 파트너들에게 빠르고 정확하면서도 개별적인 제품 정보와 문제 해결 방법을 제공합니다. 웹사이트와 소셜 미디어를 통해 소비자들과 지속적인 관계를 유지합니다. OTC: 2014년 KAB 브랜드의 큰 계획이 있으신지, 그 중 저희와 공유할 수 있는 것들이 있는지? (DC): 네,.......아직은! OTC: OTC 매장 주인들에게 주실 수 있는 최고의 비지니스 조언은 무엇일까요? (DC): 매장 담당자가 매장의 제품들에 관해 모두 알지 못할 수도 있습니다. -그건 아주 어렵죠- 그러나 파트 타임 직원들까지도 가장 일반적인 질문이나 문제들에 관해 최소 한 가지 정도의 대답은 할 수 있도록 훈련되어야 합니다. 모발의 부서짐, 갈라짐 혹은 약해지는 등 손상된 모발의 대답은 ApHogee입니다.

Company Name: KAB Brands LLC Website: www.aphogee.com Contact Number: (855) 274-1313 Year in Business: 2 years as KAB Brands

OTC: KAB 브랜드와 업계 전반에 관해 끝으로 OTC 독자들과 공유하고 싶은 의견이 있으시다면? (DC): ApHogee에 보내주신 훌륭한 지원에 대해 여러분 모두에게 감사드립니다.

March 2014 OTC Beauty Magazine

Retailer

Profile by Tony Bae

자신을 믿고, 과감히 실천해 보세요. Star Beauty Supply • Morrow, GA

어떠한 일을 시작하거나 끝맺을 때 사람들은 많은 고민들

게 된다. 생각한 것을 과감하게 밀고 나가야 할 때가 있고,

을 하고, 그 고민들이 깊어져 오히려 결정을 쉽게 내리지

포기할 땐 과감하게 포기할 줄도 알아야 하는 것이다. 이

못하는 경우가 종종 있다. 내려야 할 결정이 중요할수록

것에는 정답이 없다. 다만, 잘못된 결정을 하였을 때 이를

그 고민의 깊이는 깊어지고 엄청난 고뇌에 빠지기도 한다.

슬기롭게 대처해 나가야 할 뿐인 것이다. 이번에 OTC 뷰

사업을 하는 사람이라면, 이러한 고민들을 수도 없이 하기

티 매거진에서 인터뷰한 Morrow, Georgia 에 위치한 Star

마련이다. 대부분의 사람들이 머리로는 수 천 가지 일들을

Beauty Supply 의 박재선 사장은 엄청난 ‘뚝심’을 가지고,

생각하고 계획하지만, 정작 실천하는 일들은 매우 소수에

본인의 생각을 밀어붙이며 성공을 이뤄온 인물이다. 그와

불과하다. ‘실패는 성공의 어머니다’ 라는 유명한 말이 있

인터뷰를 하는 내내, 것으로의 오유함과는 다르게 굉장히

다. 모두들 잘 인지하고 있지만, 실패라는 것이 두려워 망

강한 정신력을 가지고 있는 사람이라는 느낌을 받았다. 크

설이다가 그냥 시간만 지나가는 경우가 대부분이다. 모든

고 작은 결정들을 과감하게 밀어 부치고 그에 대한 책임을

결정에는 책임이 따르기 때문에 그 책임을 감당하기가 싫

다하며, 가족의 행복과 사업의 성공을 이뤄낸 박사장과의

을 뿐인 것이다. 그저 남들이 이루어 놓은 성공만 가지고

인터뷰를 요약해 보았다.

‘나도 똑 같은 생각을 했었는데’ 라고 하는 경우를 주위에 서 어렵지 않게 볼 수 있다. 우리는 살아가면서 하루에도 수십 번의 기로에 서게 된다. 아주 작은 결정들을 내려가 며 하루하루를 살아가고 있다. 매 순간마다 옳은 결정을 내린다는 것은 불가능하다. 다만, 잘못된 결정이 내려 졌 을 때 이를 얼마나 슬기롭게 대처하는가에 따라 그 사람의 성공여부가 결정이 나는 것이다. 스토어를 운영하다 보면 오너가 내리는 수 많은 결정들이 스토어의 성패를 좌우하

OTC Beauty Magazine March 2014

과감한 결단, 그리고 실천 1999년 대한민국의 IMF 시대를 맞아 하던 사업을 접고, 가족들과 함께 무작정 미국행 비행기를 타고 도미한 박 사장은, 미국의 시차에 적응하기도 전에 바로 일을 시작 하였다고 한다. 처형이 미국에서 뷰티 서플라이 스토어 를 운영하고 있어, 자연스럽게 뷰티 업계에 뛰어들게 되 었다는 박사장은, “뷰티 서플라이라는 것에 문외한 이 었었는데, 미국에 살고 있던 처형이 마침 두번째 스토어 를 오픈하는 시기와 맞아, 바로 일을 시작할 수 있었습 니다” 라고 한다. “스토어의 카페트부터 깔며 스토어를 시작하였습니다. 그때는 몸이 힘든 줄도 모르고, 미국에 처음 들어와 일을 하는 것 자체가 너무 즐거웠습니다” 라는 박사장은 그 후로 7년간 그 스토어를 운영하며 쉬 지 않고 달렸다고 한다. 그러다 이런저런 건강상의 문제 로 인해 성공가도를 달리던 스토어를 과감히 정리하고, 5년전에 애틀랜타로 이사를 오게 되었다고 한다. 한동 안 잠깐 다른 업종의 사업을 하다가 사위의 권유와 예 전에 스토어를 경영했던 경험을 바탕으로 2008년, 다시 뷰티 서플라이를 시작하게 되었다고 한다. “기존에 있는 스토어를 인수하게 되었는데, 스토어를 보고 결정을 내 리기 까지 2주 밖에 안 걸렸습니다”. 보통 스토어를 시 작할 때 최소 몇 개월, 혹은 몇 년씩 걸리는 경우도 있는 데, 박사장은 자신의 경험과 할 수 있다는 자신감을 믿 고 2주만에 모든 결정을 내려 추진하였다고 한다. “자로 재가면서 시간을 끄는 것 보다, 일단 시작을 하고 수습 을 해 나가는 것이 어떤 일을 추진할 때 훨씬 빠르고 경 험도 생기는 겁니다. 일부러 실패도 만들어 봐야 하는 것 입니다” 라는 박사장은, 처음 마음먹은 일이 있으면 과 감하게 밀어붙여서 일을 내고야 마는 성격이라고 한다. “시기가 있는 것입니다. 그것을 놓치면 시작을 할 수도 없습니다. 물론, 저지른 다음에는 열심히 최선을 다해야 March 2014 OTC Beauty Magazine

Retailer Profile

합니다” 라고 한다. 그의 결정력, 추진력은 감히 타의 추 종을 불허 하였다. 가격으로만 경쟁하려는 사고방식을 바꿔야 합니다 “뷰티 서플라이는 한국사람들이 많이 종사하고 있는 업 종인데, 서로를 죽이기 위해 가격으로 경쟁하는 것은 절대적으로 피해야 한다고 생각합니다. 힘들게 일하면 서 적정 마진은 챙겨야 수익을 창출할 수 있지 않겠습 니까?” 라는 박사장은 다시 뛰어든 뷰티 업계에서 만연 히 퍼져있는, 가격으로만 경쟁하고 있는 작금의 상황을 매우 안타깝게 생각하고 있다고 한다. 고객들이 다른 스 토어와의 가격을 비교하며 할인을 요구하면, 정중히 거 절하며 가격이 저렴한 스토어에서 구입할 것을 권한다 고 한다. 하지만, 요즘의 고객들은 가격에 많이 민감하 여 매출에 지장이 없느냐는 질문에, “가격만이 전부가 아닙니다. 저희는 취급하고 있는 제품을 절대로 떨어트 리지 않으려 많은 신경을 쓰고 있습니다. 하루에도 몇 번씩 손님이 지나간 자리를 확인하며 재고상태를 파악 하고 있습니다. 제품을 구입하러 왔다가 없으면, 고객한 테 스토어에 대한 좋지 않은 이미지를 심어줄 수 있습 니다” 라며 가격이 아닌 나름대로의 경쟁력을 구축하고 있다고 한다. 현재 취급하고 있는 제품의 재고를 부족함 없이 유지한다는 것은 상당히 손이 많이 가는 작업이다. 하지만, 부지런히 다닌 만큼 고객들의 신뢰는 높아지고, 이는 매상으로 바로 연결되는 것이다. “가까이에 도매 상들이 즐비해 있는 좋은 조건인데, 다리품을 팔아야 합 니다” 라며 본인이 힘들여 노력한 만큼의 수익은 지켜 야 한다고 역설하였다. 박사장은 스토어를 경영 하면서 제일 중요한 것으로 제품의 구비를 꼽았다. “물건 구색 을 잘 갖춰놓고 있는 것이 중요합니다. 물건을 갖춰놓고 76

OTC Beauty Magazine March 2014

있어야 어렵게 들어온 손님들도 구매를 할 것입니다. 그 래야 ‘이 스토어에는 없는 것이 없다’라는 인색을 심어 줄 수 있고, 그러한 고객들은 다시 저희 스토어를 방문 할 것이며, 그것이 곧 경쟁력인 것입니다”. 현재 두 개의 스토어를 운영하고 있는 박사장은, 첫 번 째 스토어를 여러 가지 상황을 고려하여 이전을 하였다 고 한다. “시장의 전반적인 흐름과 지역의 특성을 고려 하여 이전을 결정 하였는데, 그 후로 더 좋은 결과를 만 들어 낸 것 같습니다” 라는 박사장은, 시작한지 5년밖에 되지 않은 스토어를 과감하게 이전하는 용단을 내리고, 그 결과에 만족해 하고 있었다. “운도 좋았었지만, 저희 사위와 딸이 열심히 해주어 그러한 결과가 나온 것 같습 니다” 라며, 결정에 따른 책임을 다하는 것에 중요함을 다시 한번 강조하였다. 미국생활이 그리 오래되지는 않 았지만, 박사장의 자취를 보면, 우리 1세대 이민자들이 미국으로 건너와 열심히 일을 하며 터전을 일구고, 성공 을 만들어낸 그 역사가 한눈에 보이는 듯 하였다. 그러 한 1세대 분들이 우리의 길을 잘 닦아 주었기 때문에 2 세, 3세대 들이 보다 낳은 환경에서 보다 높은 곳으로 도 약할 수 있는 디딤돌이 되었음을 부정할 사람은 없을 것 이다. “가족들이 많이 도와줘서 지금까지 올 수 있었습 니다” 라는 박사장은, 지금도 일에 대한 열정은 많지만, 이제는 좀더 마음의 여유가 생겨 조급함은 없다고 한다. 앞으로 박사장과 Star Beauty Supply 의 앞날에, 더 이 상 그런 어렵고 과감한 결정을 내려야 하는 상황이 오지 않기를 바래본다. 하지만, 그러한 상황이 다시 온다고 해도, 박재선 사장은 의연하고 결단력 있는 행동으로 그 것을 극복해 나갈 것임에는 의심할 여지가 없어 보인다.

March 2014 OTC Beauty Magazine

CLIPPER TIPS

Sponsored by Andis Co.

Refresh Your Spring Sales by Selling Higher Ticket Items Spring is the perfect time to throw off the gloom of winter and let in a breath of fresh air. Spring cleaning, an annual at-home ritual, is an idea that can and should be applied to your store to freshen the presentation and help boost sales of the most profitable SKUs. Here are some tips: Entice with updated product presentations – Put yourself in the shoes of the customer. What impression do they get when they walk in the door? Make sure that some of your newer, most appealing displays will entice them deeper into the store. Get rid of the old, ineffective ones. Think about the shelf – How you organize product on the shelf makes a difference. Space is always a consideration, but how and where you place your most profitable products on the shelf have a big impact on the rate of sale. Countless studies have proven that shoppers more often than not choose products within easy reach or at eye level. Consider placing low profit items near the ground or above reach. In a sense you are the driver of the sale, so drive their eyes directly to the products you want to move. Your goal should not be to just make a sale, but to successfully trade up the purchase to a higher ticket item. Product Presentation – Is your packaging working as your silent salesman? If not, you could be losing another opportunity to trade up. Packaging should be more than a box that screams a brand and holds the product together; it should educate and clearly explain the benefits. Too often manufacturers fall into the trap of promoting the product features rather than the benefits. As an example, stating a clipper motor type is one thing, explaining what that motor means in terms of the best use or cut that it is designed to achieve is quite another. Color-coding can help narrow the choices leading the shopper to the product that best meets their needs. Kenny “The Professional” Duncan is a National educator for the Andis Co. He has presented classroom demonstrations and platform education at many tradeshows such as Empire Future Professionals, IHS International Hair Show, Bronner Bros International Hair Show and many more. He brings a wealth of information and experience to clipper cutting education. He teaches styling professionals the simplest approach to multicultural hair styling through a combination of solid technical demonstrations, creative interpretations, and entertaining presentations. Kenny is co-owner of Main Attraction Unisex Hair Salon, located in Philadelphia. He is reaching stylists around the world through www.ClipperEducation.com, where his goal is to provide inspiration, motivation and education to clippers cutters of all experience levels. He truly is a trailblazer in this industry. 80

OTC Beauty Magazine March 2014

#1 Beauty Cash-n-Carry 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.

Therapy Trends The Best Animated Feature of 2014 During the movie award ceremonies there is a category called “Best Animated film.” These feature-length cartoons, while marketed to children, are enjoyed by adults. Many celebrities and OTC consumers have taken their cue from the color palette of the animated flicks. Green, lavender or blue hair has been the result. Eye makeup trends appear to be derived from the animated genre as well. Color selections are as fantasy as you would find in the movies. Animated hair trends may be multiple strands of tints or may be the very popular ombré hair trend that features darker, more natural hues at the roots with gradually-dyed lightening at the ends. They’re glowing and vibrant—well beyond the natural shade choices.

As with the entertainment award shows, there is a “Color of

the Year” award. Selection is influenced from around the world— film, art, fashion and psychological/sociological influences. Consumers select colors that express fashion and mood rather than matching skin tones. This year the winner is “Radiant Orchid.” This color enlivens skin tone, is seductive and pairs well with lavender, purple and pink. It will be taken to the extreme like in the animated flicks or muted into hair streaks and accents that are worn every day. There is one new launch that is straight from the world of animation. The cream makeup shades for eyes, lips, hair and body transforms from daylight shades to Day-Glo shades in the dark. OTC consumers will be looking for futuristic shades straight from the animated movies.

Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skin care 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. 82

OTC Beauty Magazine March 2014

RA Shea Butter Lotion Our # 1 seller, 100% shea butter with Jojoba Oil is the ultimate moisturizer to vitalize and soften skin while blocking the harsh effects of sun, wind, cold and aging. Apply the healing and cooling power of cucumber to your skin. Cucumber melon lotion is a great skin moisturizer packed with vitamin E that softens and heals damages skin. Now customers can take their favorite shea butter lotion wherever they go. By popular demand, we’ve introduced a fit in the palm of your hand size for those who don’t want to be without! For more information, visit www.racosmetics.com.

TONSORIAL TIMES

The Power of Referrals Over the past 5 years, our society has become increasingly dependent on social media and the power of the Internet to connect us with the physical world and the people who live or work around us. Gone are the days of the sticky notes left on the refrigerator to remind us of upcoming events, the need to buy more milk or pay an upcoming bill. We have all found ourselves at some point looking at our smart phone screen while in a room full of potential customers, who can help you build your business, increase your circle of influence, find love or just simply give you directions to the best beauty or barber supplier in town. I am a student of the art of networking and over the past 3 years I have embraced the importance of “Connecting the D.O.T.S,” connecting with people and above all following up on opportunities. There are three things in this world you can never get back once it is gone; first is “time,” the second is “words” and the third is “opportunities.” So it is of key importance that you value these three things and be wise about how you use and respond to each. There are two great books I suggest you read to gain a new understanding of the power of networking and referrals. The first book is “Click: Ten Truths for Building Extraordinary Relationships” by George C. Fraser, Chairman and CEO of FraserNet, Inc. a global networking movement that brings together diverse human resources to increase opportunities for African Americans. Second, is a book I stumbled upon called “Bass Ackwards Business” by Steve Beecham, a must read. Steve developed a remarkable system of increasing sales without hustling business. The idea is to help people first and business will follow naturally. In the beauty supply business it is paramount that you create rapport and develop relationships with your patrons by creating and initiating deeper conversations.Visit these sites for more information on networking www.frasernet.com and www.bassackwardbusiness.com. Keep up the good work!

Dwayne Thompson, aka “The Barber Ambassador,” is the CEO of The Fade Club LLC, a marketing and promotions company designed to grow the barbering industry through education and brand management. He wears many hats as the founder of The Barber Academy Tour, creator of “The Barbettes,” a term designed to promote female barbers, and the former host of Against the Grain Radio show, the first barber related radio show on Blog Talk Radio. He is a dynamic writer, educator, product broker, consultant and social media expert. He has held several Executive positions with a former barbershop publication and a national health outreach program. Mr. Thompson is also the Founder and Publisher of Tonsorial Times Magazine, “The Official Barbershop Trade Publication” focused on highlighting products, franchises, schools and educators directly connected to the barbering industry. For more information, visit www.tonsorialtimes.com. 84

OTC Beauty Magazine March 2014

Sow Time Join us for advertising! Call 678.805.3291 advertising@otcbeautymagazine.com

Western Buying Conference

2014

The Kirschner Group, Inc. was a sponsor and exhibitor at the Western Buying Conference (WBC) held at Ballyâ&#x20AC;&#x2122;s in Las Vegas, January 16-17. With well over 300 companies and close to 600 visitors attending, busy is an understated adjective to describe the show.

As a worldwide sales and merchandising organization, The Kirschner Group, Inc.

represents manufacturers in the professional hair, skin and nail industry. They were well backed with over 30 of their sales executives at the show. With many meetings and a steady flow of customers, WBC once again proved to be another successful event.

OTC Beauty Magazine March 2014

Western Buying Conference 2014

Representatives of Bio Creative Labs prepare for a busy day at their booth.

Crowds gather on the show floor

A busy Spilo booth

(Left to right) Tyrone Burroughs, President of First Choice Sales, Sue Seok of Jinny Corp. and David Stern of Fantasia

Amy Chong and Steve Ma of Jinny Corp. learn about new products at a meeting with Dennis Bernard Inc.

Mario Gonzales of Demert Brands

(Left to right) Tuan Tu, Andy Morgan and Korlette Johnson of Colomer Beauty Brands

Walt Winslow of KAB Brands happily holds up the December issue of OTC Beauty Magazine.

March 2014 OTC Beauty Magazine

89 89

Art Davis of American International Industries meets with Sue Seok of Jinny Corp. and Todd Smith of the Kirschner Group while a group of industry professionals stand close by.

Amy Chong and Dean Kim (right) of Jinny Corp. pose for a quick photo with Ron Kothari of American Dawn, Inc.

(Left to right) Jay Halaby of Jay Halaby and Associates, Scott Marvy of William Marvy Co., Inc. and Steve Ma of Jinny Corp.

Fernando Fischbach, representative for Golden Supreme

A busy Helen of Troy booth

Dave Albers and Dan Hnilicka of Graham Professional meet with show visitors at their booth.

Amy Chong of Jinny Corp. and Jeff Higgins of Fromm International

Show attendees stop by the Toppik booth to learn about how keratin fibers benefit thinning hair.

(Left to right) Kelly Miller of Greg Dawson and Associates, Inc., Dean Kim of Jinny Corp. and Bob Walsh of Conair stop for a quick photo.

The colorful Sparks booth

Tom Gebhart (left) and Patrick Ratcliff (right) of Belson smile alongside Dean Kim of Jinny Corp.

OTC Beauty Magazine March 2014

Dean Kim of Jinny Corp. speaks with Michelle Sterling of FHI Heat.

Western Buying Conference 2014

The Kirschner Group, Inc. Sales Executives Recognized

Five Sales Executives from The Kirschner Group, Inc. were recognized by manufacturers during The Kirschner Groupâ&#x20AC;&#x2122;s annual sales meeting preceding the Western Buying Conference in Las Vegas. Congratulations to all! Dashing Diva recognized Donna Young (Midwest), Kathy McCall (West) and Suzanne LaPierre (Canada) for the 2013 Spirit Award. Sparks recognized Danny Thournout (Canada) and Mike Cevetillo (Northeast) for the 2013 Highest Sales Award.

(Left to right) Amy Chong and Sue Seok of Jinny Corp. meet with Mark Osinoff of Queen Helene and representative Eric Dow.

Janette Morales of Belson Products speaks with a show attendee about a few of their new hair styling tools.

The Cricket booth

David Stern of Fantasia shows off their new product, Edges Smoothing Gel.

March 2014 OTC Beauty Magazine

91 81

Workers at the American International Industries booth sit ready to face a successful show day.

Soo Ahn (left) of Amazing Shine sits down to meet with Steve Ma of Jinny Corp.

OTC Beauty Magazine March 2014

The Wahl Clipper booth

A glimpse of a meeting held at the Burmax booth

(Left to right) Thomas Crumpton of Southeast Rep Services, Inc., Martin Bachman of Tolco Corp. and Dean Kim of Jinny Corp.

Members of the Jinny Corp. team and Eric Dow meet with Kimberly Nelson-DeGeorge of Marianna.

Western Buying Conference 2014

The Kirschner Group booth is continuously busy with business meetings and conversation.

Ira Adler of Fisk Industries stands behind a fully stocked booth.

A busy show floor aisle

Todd Smith of the Kirschner Group, Inc. shows off two new products from Fromm International while a business meeting is held at the booth.

The American International Industries booth is always eye-catching and effectively full of product.

The Kirschner Group, Inc. Announces Sales Executive of the Year

The Kirschner Group, Inc. is proud to announce Steve Hass as The Kirschner Group Sales Executive of the Year for 2013. Steve is a member of the Southeast Sales Team. He was recognized at the Western Buying Conference in Las Vegas, where he received the coveted “A World of Difference Award.” Jane Caris, President of The Kirschner Group, Inc. commented, “Steve’s ability to seamlessly adapt to change led him to be chosen for this prestigious award.” Congratulations to Steve for his accomplishments and dedication! March 2014 OTC Beauty Magazine

93 81

업계소식 조지아 협회 조지아협회는 오는 3월 30일 제 7회 조지아 뷰티 트레이드 쇼를 개최한다. 예년과 같은 장 소인 The North Atlanta Trade

멤피스 협회 멤피스협회는 지난 2월 23일, Harrah’s Tunica Hotel and Casio 에서 트레이드쇼를 개최 하였다. 아침 10시에 개장한 쇼 에는 85개 부스가 350 여명의

가주협회 가주 뷰티서플라이 협회(회장 Scott홍)는 지난 1월27일(월요 일) Gardena, CA 장수장에서 올 해 들어 첫 번째 정기이사회 및 신년 하례식을 가졌다. 2014년 도에 새로 영입된 3명의 이사 에 대한 인준이 통과되었고, 신입

SC 미소협 사우스 케롤라이나 미소협(회장 최윤식)은 지난 2월 16일에 콜 롬비아 코리아 가든에서 정기총 회를 가졌다. 구정을 즈음하여 98

OTC Beauty Magazine March 2014

Center 에서 380개의 부스를 채 운 벤더들이 2,000 여명의 스토 어 오너들을 맞을 계획이라고 한다. 협회는 지난 여름부터 꾸 준히 쇼를 준비해 왔고, 매년 보 다 개선된 환경의 쇼를 개최하

기 위해 많은 시간투자와 노력 을 해왔기에, 이번 쇼도 성공적 으로 개최할 것이라는 자신감을 보였다. 쇼에 관한 문의 사항은 협회 770-454-7993 으로 연락 하면 된다.

참가자들을 맞아 성황리에 개 최 되었다. 협회원들의 적극적 인 봉사 참여로 매끄러운 진행 이 이루어 졌으며, 새로이 쇼에 참가한 많은 잡화 벤더들이 많 은 주문을 이끌어 내어 모두가 윈윈하는 성공적인 쇼를 개최하

였다. 쇼 막바지에는 한국 왕복 항공권 및 각종 가전제품들을 상품으로 나누어 주어 돌아가 는 참가자들의 기분을 한층 밝 게 만들어 주었다.

이사 포함 17명의 이사가 참석 하였다. 이날 이사회에는 올 상 반기 협회 사업계획 토의가 있 었고, LA 시조례에 따라 확대 시 행될 예정인 플라스틱백 사용금 지 조치에 따른 협회차원의 대 책마련, SNS를 활용한 정보공 유 및 Idea교환등 다양한 주제 로 회의가 진행되었다. 주요 안

건으로는 4월 하순 예정인 장학 기금모금 골프대회 및 Outreach 행사 등 전반기사업에 대한 세 부적인 일정과 계획을 조율하였 다. 또한 산악회모임 등 회원친 목 소모임을 만들어 사업과 더 불어 건강을 지키고 친목을 다 지기로 하였다.

또한, 가주협회는 지난 2월24 일(월요일) 오후 7:30 Gardena , CA 장수장에서 2월 정기 이사회를 가졌다. 이날 이사회의 안건으로 매년 상반 기에 있는 장학기금모금 Golf 대회 일정을 4월27일 Royal Vista Golf Course 에서 하기 로 결정하였다. 특히 올해는 전반적인 불경기속에 내실있 는 운영으로 보다많은 장학 금을 확보하기로 하였다. 또

한 올해 사업계획의 일환인 공동구매를 추진하기로 하였 다. 일단 정회원과 이사들을 대상으로 공동구매를 시작하 여 장단점을 파악한후 전회 원을 대상으로 확대해 나아 갈 예정이다. Southern California Edison 사에서 실시하 는 절전형전구 무료교체 사업 도 해당지역 회원업소에게 적 극 홍보하여 혜택을 받게 하 기로 하였다.

떡국잔치도 겸한 이날 총회에서 는 작년도 회계감사도 하였다. 새로운 회원들을 포함해 16명 의 협회 이사 및 회원들이 참석 한 가운데, 내년에 있을 트레이 드 쇼의 날짜를 2015년 4월 26

일로 정하였다고 한다. 또한, 협 회원들 공동구매의 제품을 선정 하고, 지난 Beauty Expo 다녀온 이야기와, 1사분기에 있을 세미 나 계획도하며 내용이 꽉 찬 총 회를 가졌다고 한다.

March 2014 OTC Beauty Magazine

ShowReport JinnyNews Ann Soon Jhin, Chairperson of NUAC Chicago Municipal Chapter was awarded National Mogryeon Medal Contributed to the foundation furtherance of peaceful unification Ann Soon Jhin, Chairperson of National Unification Advisory Council Chicago Municipal Chapter was awarded the national medal.

Ann Soon Jhin was on her visit to Korea and she received the national Mogryeon Medal at the na-

tional medal-awarding ceremony held at the Seoul Grand Hotel on the 27th of January.

Kyung-dae Hyun, the Executive Vice-Chairperson was present at the ceremony to confer the badge

as the deputy of President Geun-hye Park (Chairperson).

Ann Soon Jhin received credit for building the foundation of peaceful unification and for contributing

to the advancement of Korean society of the state as a chairperson of NUAC Chicago Municipal Chapter. National Medals are given when there is evident contribution made for welfare improvement and development of state by rendering distinguished political, economic, social and academic services.

Ann Soon Jhin has received appraisal that she engaged in projects more actively than any other

chairperson of NUAC ever, filling in NUAC as the 15th and 16th chairperson after serving as the 14th vice chairperson. In particular, she promulgated the cognizance of peaceful unification by holding the North Korean human rights photo exhibition, unification forum, and visit in Korea for the next generation of overseas Koreans. In addition, she arranged a NUAC office in Morton Grove.

Ann Soon Jhin stated her thoughts that “All I have done is be faithful to my role as a chairperson

of the NUAC Chicago municipal chapter. I will accept it as a meaning to work harder and carry out my obligation to the fullest throughout my term. She added, “Especially, I would like to show my gratitude toward the NUAC advisory committee I have worked with. The role of NUAC is now more crucial than ever. I will also do my best in community service.”

진안순 평통회장 국민훈장 목련장수상 평황통일 기반 조성에 기여 진안순 시카고 평통회장이 국민훈장을 수상했다.

한국을 방문 중인 진안순 회장은 1월 27일(한국시간) 오후 서울 그랜드호텔에서 열린

국민훈장 수여식에서 국민훈장 목련장을 받았다.

시상식에는 박근혜 대통령(평통의장)을 대신해 현경대 평통 수석부 의장이 참석해 대리

수여했다.

진회장은 시카고 평통회장으로 평화통일 기반 조성과 대한민국 국가사회 발전에 이바지한

공로를 인정받아 이를 수상하게 되었다.

국민훈장은 정치, 경제, 사회, 교육, 학술분야에 공적을 세워 국민의 복지 향상과 국가발전에

기여한 공적이 뚜렷한 경우 수여된다.

진회장은 14기 부회장을 거쳐 15기와 16기 시카고 평통회장을 역임 하면서 역대 어느

평통회장보다 활발한 사업을 펼친 것으로 평가 받고 있다. 특히 차세대 한인들을 위한 한국 방문과 북한인권 사진전, 통일 포럼 개최를 통해 평화통일에 대한 인식을 널리 알렸다. 아울러 모튼그로브에 평통 사무실을 마련하기도 했다.

진회장은 “평통회장으로 맡은 바 역할을 열심히 했을 뿐이다. 앞으로 더 열심히 하라는

뜻으로 알고 임기 동안 책임을 다하겠다”며 “특히 지금까지 함께 일해온 평통 자문위원들께 진심으로 감사한 마음을 전하고 싶다. 평통의 역할이 더욱 중요한 시기다. 지역사회 봉사에도 최선을 다하겠다”고 소감을 밝혔다 100

OTC Beauty Magazine March 2014

IndustryNews IndustryNews Andis on Set of “Enlisted” The new workplace comedy “Enlisted” premiered on FOX January 10, and takes a behind the scenes look at the military’s rear detachment unit that helps take care of the families of deployed soldiers. Lead stylist Cheryl Marks enlisted Andis clippers and trimmers to maintain the crisp coifs on set: “Andis clippers were an essential part of the hair department. During the 13 episodes we shot, the three main actors, Geoff Stults, Chris Lowell and Parker Young, hair changes quite a bit. Since they play three brothers that are

enlisted, having a regulation haircut was not always necessary, however we really respected and tried to follow military regulation. We cut high and low fades on the background actors. In addition, the Andis Superliner trimmer was indispensable! We trimmed the actors’ necks and sideburns daily. The female actors wore official Army buns, and we trimmed their neck hair as well.” Cheryl Marks is currently styling on the set of The Voice. Learn more about the Andis Co. by visiting www.andis.com.

Behind the scenes at “Enlisted,” Parker Young gets a haircut with an Andis Master clipper.

PBA Debuts new PBA Beauty Bar as Part of the ISSE 2014 Lineup of Exciting Programs and Highlights New initiative helps fund PBA charitable program and enhances West Coast’s most popular beauty event The Professional Beauty Association (PBA), producer of the International Salon and Spa Expo (ISSE), was pleased to introduce the PBA Beauty Bar at the 2014 ISSE in Long Beach, January 25-27. This new program allowed ISSE attendees the opportunity to hand-select five deluxe product samples from select ISSE exhibitors in exchange for a donation to the PBA Disaster Relief Fund. PBA Beauty Bar participating exhibitors included Aveda, OPI, Orly, Repêchage, Rusk and PBA. The PBA Beauty Bar was located in the EstheticsAmerica & Wellness Pavilion in the Arena Expo Hall and remained open throughout the event. All proceeds from the PBA Beauty Bar will benefit the PBA Disaster Relief Fund. This Fund was founded in 1955

to provide financial support to salon professionals following the devastation of natural disaster. Monies allocated through the Fund are intended to help professionals meet immediate financial needs, such as purchasing food and clothing and paying bills. The PBA Beauty Bar is PBA’s newest charitable program in its continued effort to give back to the professional beauty industry. The PBA Beauty Bar was one of many highlights at the 2014 event. ISSE Long Beach is open to licensed salon/spa professionals, cosmetology students and instructors only. For additional information on ISSE Long Beach, please visit probeauty.org/isselb.

NaturallyCurly Honors 2013 Best of the Best Winners NaturallyCurly.com is the flagship brand of TextureMedia, Inc. and is the trusted leader in original content and community for the influential woman with textured hair. They have listened to the thousands of their community members who shared their favorite products, tools and necessities for textured hair. They then compiled a list from the results and honored the winning brands as 2013’s Best of the Best – the “must have items that every curly girl should try out.” Among this list were a few of the brands you are most familiar with: ORS, Ecoco, Cantu, Tresemmé, L’Oreal and Hairfinity. Learn more at www.naturallycurly.com.

102

OTC Beauty Magazine March 2014

June 2013 OTC Beauty Magazine

101

IndustryNews Introducing Matrix Class For Glass™ Matrix Announces Collaboration with Google Glass; Marks the First Professional Beauty Brand to Pioneer the Application of Wearable Technology

Matrix, a subsidiary of L’Oreal USA and the leading professional hair care and hair color company, announces the launch of “Matrix Class for Glass™.” Setting the standard in beauty and trend innovation, Matrix introduces a program featuring the wearable device for the next generation of beauty education. “Matrix Class for Glass” is an ongoing program throughout 2014 that features a three-phase rollout, including an exclusive Blogger Video Series, The Matrix Eye for Style Google Glass Salon Chair and a salon professional education platform. Also coming in late spring, the first Professional Google Glass App will house an exclusive library of content that can be downloaded by consumers and professionals. “This new initiative will completely transform the hair styling experience,” declares VP/ Matrix General Manager Paul Schiraldi. “Wearable technology is the next frontier—poised to revolutionize the way we live and work, in the same way that smartphones and tablets have done. “We’re extremely excited to be leading the way in professional and consumer hair education with this initiative,” says Schiraldi. Exclusive Blogger Video Series Using Google Glass technology and expertise from Matrix Celebrity Stylist, George Papanikolas and Matrix Artistic Director, Ammon Carver, intimate and in-depth tutorials will capture styling sessions directly from the eye of the stylist. These videos will offer a new and unique view from behind the chair and power the styling experience with unbounded technology. The “Matrix Class for Glass” video series will showcase a cast of America’s best known bloggers as they explore the latest trends and share their experience. Videos will live on matrix.com, youtube.com/matrix and blogger social media channels.

The Matrix Eye for Style Google Glass Salon Chair Additionally, launching later in the year, Matrix Celebrity Stylist, George Papanikolas will introduce the Matrix Eye for Style Chair at The Andy LeCompte Salon in Los Angeles. Consumers can take advantage of exclusive appointments with Papanikolas, who will capture each person’s style and finish service via Google Glass and subsequently email the video to the client to serve as a personalized at-home tutorial. “Salon clients and women around the world have long lamented the fact that they’re unable to have their talented hairstylists at their side to recreate their favorite salon hairstyles at home,” says Matrix Celebrity Stylist, George Papanikolas. “Now, thanks to the technology of Google Glass and Matrix, the salon experience is forever changed.” Salon Professional Education Platform At the forefront of salon education, Matrix is committed to helping salon professionals elevate their skills with state-of-the-art training programs. As the largest brand in the industry, there is a commitment to “Reach all – Teach all.” To support the goal, the brand maintains one of the industry’s largest teams of educators who partner with stylists and salon owners across the country to help master Matrix C.R.A.F.T skills and transform client lives. Continuing the heritage of empowering hairdressers with accessible cutting edge education, “Matrix Glass for Class” will raise the bar in salon professional educational tools. Beginning April 2014, Matrix will showcase this never-before-seen artist perspective through a series of classes across the country lead by Matrix Artistic Directors, Nicolas French, Chrystofer Benson and Ammon Carver. The unique experience will be captured online as talented artists lead tutorials focusing on key salon techniques and styles in Cutting, Coloring, Styling and Finishing. Visit mymatixfamily.com to find a class near you or visit youtube.com/matrix.

Andis Introduces Envy™ Combo for Stylists

The Andis Envy™ clipper paired with the Charm™ trimmer can give any stylist a confidence boost to expand his or her clippercutting repertoire for the close-cropped, short styles now in demand. “The Envy™ Combo is the complete kit for the stylist to offer quicker taper and detailed cuts for men and the refreshed pixie cut for women that’s so hot in Hollywood,” says Karen Formico, VP of marketing for Andis. At the heart of the Envy Combo is the 17 oz. high-speed Envy adjustable blade clipper that’s designed to feel smaller in the hand, yet is built for high-volume cutting on wet or dry

hair. Ergonomically designed and uniquely balanced to relieve hand and arm fatigue from repeated usage, the Envy has a magnetic motor that runs quiet, cool and is maintenance-free. A thumb controlled lever adjusts the blade from fine to coarse (#000 to #1) for complete styling versatility. The clipper comes with six attachment combs in sizes 1/16”, 1/8”, 1/4”, 3/8”, 1/2”, 5/8”, 3/4”, 7/8” and 1”. Partnered with the Envy, the Charm trimmer/clipper is perfect for stylists wanting power in a lightweight, compact design. Palm-sized at 4” and weighing only 3.5 ounces, this mighty machine has a snapoff precision blade that cuts to 1 mm. This versatile all-in-one trimmer and clipper is ideal for haircuts, touch-ups and all-around grooming. It comes with four easy-to-use numbered guide combs sized 1/8”, 1/4”, 3/8” and 1/2”. Andis completes the kit with a soft storage case. Visit www.andis.com.

Cocco Named Vice President of Sales for Continental Consumer Products Continental Consumer Products proudly introduces Richard Cocco as their new Vice President of Sales. Richard has over 25 years of experience in the consumer products industry and has significantly increased profitable sales at some of the leading corporations throughout the country. Cocco has been responsible for developing and executing sales plans and managing the sales, marketing and business analysis activities.

104

OTC Beauty Magazine March 2014

Cocco spent 7 years working at L’Oreal USA, where he achieved enormous growth on the Maybelline and Garnier hair care and hair color brands. Prior to his time at L’Oreal USA, he honed his skills at well-known beauty companies such as Revlon, Del Laboratories, Freeman Labs and Wet n Wild, where he managed the entire east coast region. Continental Consumer Products is a mid-market company with renowned hair care brands like Salon Grafix that are distributed through mass market retailers nationally.

IndustryNews

National Professional Salon Industry (NPSI) campus tour guests including 2014 Spirit of Life honoree Harlan Kirschner and his daughter Bethany Crellin.

Harlan Kirschner, CEO of the Kirschner Group, to receive top honor from City of Hope and the National Professional Salon Industry City of Hope’s National Professional Salon Industry will honor Harlan Kirschner of The Kirschner Group, Inc. with its 2014 Spirit of Life® Award. The Spirit of Life Award is City of Hope’s most prestigious philanthropic honor, presented annually to an industry leader who has demonstrated outstanding business and altruistic achievement. City of Hope is a leading research, treatment and education center for cancer, diabetes, HIV/AIDS and other lifethreatening diseases. Kirschner will receive The Spirit of Life Award on July 12 at the Mandalay Bay, Las Vegas. This year’s event titled “Celebrating Cures” will celebrate the hope of a cure for cancer and other lifethreatening diseases. The event, one of the industry’s best networking evenings, will include a hosted cocktail reception, delectable sit-down dinner and wonderful entertainment. For information about becoming a sponsor, purchasing tickets or to make a donation, visit www.cityofhope.org/salon/sol or contact Kathleen P. Talbot at (800) 272-2310, kptalbot@coh.org. “One in two men and one in three women will be diagnosed with cancer in their lifetime. Odds are someone you know or love will be affected by cancer. Don’t you want to be a part of finding their cure?” said Kirschner. “City of Hope’s marvelous commitment to find a cure for cancer is deserving of the enthusiastic support of our entire beauty community. It is an honor to receive The Spirit of Life Award and be recognized by my peers in the beauty industry.” A group of 50 beauty professionals joined Kirschner at City of Hope on Friday, January 24 where they toured the campus. Highlights throughout the day included seeing the Positive Image Center where patients of all ages learn to minimize the cosmetic side effects of illness or medical treatment with cost-free services and programs tailored to meet their needs. At lunch Robert Stone, the new President and CEO 106

OTC Beauty Magazine March 2014

of City of Hope, spoke to the group sharing his own personal story of his uncle battling cancer and how the compassionate patient-centered care makes City of Hope stand out from any other organization. The day ended with a special guest speaker, patient Hannah Komai, who was diagnosed with osteosarcoma, a cancer of the bone, three years ago. Now 23 and in remission, she is studying to be a pediatric oncology nurse. Kirschner is Chief Executive Officer of The Kirschner Group, a global sales organization in the professional beauty industry. The company started with a few small lines servicing the west coast territory and has grown to acquire top performing sales agencies throughout the United States, becoming the first organization to offer nationwide coverage to the manufacturers. In 2004 the Kirschner Group, Inc. expanded internationally servicing Europe, Asia, Latin America and the Middle East. Kirschner currently serves as president of City of Hope’s National Professional Salon Industry Council, a position he assumed in January 2013. He is also a board of director member for the Professional Beauty Association, chairman of the Manufacturer Leadership Council and treasurer for the Western Buying Conference for the last 16 years. “We are privileged to honor Harlan Kirschner, whose extraordinary vision and innovation has transformed the beauty industry,” said Kathleen P. Talbot, City of Hope. “It is fitting that he receives The Spirit of Life Award, which recognizes an honoree’s outstanding leadership and contributions to the community and his profession.” For more information, visit www.cityofhope.org or follow City of Hope on Facebook, Twitter, YouTube or Flickr.

ShowCalendar Ad Index March: 6-9 Natural Products Expo West Anaheim, CA www.expowest.com

9-10 Spectrum International Beauty Expo Los Angeles, CA www.sibe.us

16-19 ASD Las Vegas Las Vegas, NV www.asdonline.com

22-24 America’s Beauty Show

Aliya Paris ��32 www.aliyaskincare.com American International ��81 www.aiibeauty.com Ampro Industries ��Poster www.amprogel.com Andis Co. �� 8, 35 www.andis.com Belson ��23 www.belsonproducts.com

Chicago, IL www.americasbeautyshow.com

Bonfi Natural/Wet-n-Wavy ��42 www.wetnwavy.com

30 Georgia Beauty Trade Show

City of Hope ��21

Norcross, GA www.gabeautysupply.com

Colomer USA �� IFC, 1, 50, 51, BC www.cremeofnature.com

House of Cheatham ��43 Professional Products www.houseofcheatham.com Unlimited ��62, 83 rastagroup.com Hoyu America ��87 www.hoyu-usa.com Queen Helene ��54 www.queenhelene.com Imperial Dax ��55 www.imperialdax.com R&R Corp. ��27 www.thenextimage.com Inspired Beauty Brands ��61 www.inspiredbeauty.com RA Cosmetics ��82, 105 www.racosmetics.com J. Strickland ��119 Schwarzkopf & Henkel ��101 JBS Beauty Club ��22, 80 www.henkel.com JBS Hair �� 28, 59, 85, 97, 99, 103, Sensitive By Nature �� 2, 3 114, 115 www.jbshair.com Smooth Care ................................ 86

Diva By Cindy ��80 www.divabycindy.com

JF Labs/AFAM ...................39, IBC SMSi-Urban www.jflabs.com Call Marketing, Inc. ��46 www.segmentedmarketing.com Jinny Corp. ��84, 94, 95 Sparks Hair Color ��5, 120 KAB Brands ��69 www.sparkscolor.com www.aphogee.com Starlet International ��112 L’Oreal Technique ....................117 Strength of Nature ��Cover, 65 Maxi Professional �� 7 www.strengthofnature.com

Dream World, Inc. ��16, 34, 44, 45, 60, 64, 78, 79

Miss Jessie’s .................................31 Toni Love ��82 www.missjessies.com www.tonilove.com

APRIL:

DRM-JPC .....................................11

2-7 Cosmoprof Worldwide & Cosmopack

Ecoco, Inc. ..............................25, 96 www.ecocoinc.com

Namaste Laboratories ��111 Xtreme Beauty International ��29 Oster Prof. Products ��13 www.xbi.co www.osterpro.com

Fantasia Ind. ��113 www.fantasiahaircare.com

Procter & Gamble ��33 www.pg.com

30-31 Eastern Buying Conference Atlantic City, NJ www.easternbuyingconference.com

30-31 South Florida Beauty Show For Lauderdale, FL www.ibeautyshow.com

30-31 Southern Regional Beauty Show Jackson, MS www.msinternationalhairshowandexpo.com

Bologna, Italy www.cosmoprof.it

6-7 Allied Beauty Show: Toronto Toronto, ON, Canada www.abacanada.com

6-7 Bellevue Fashion Focus Bellevue, WA www.fashion-focus.net

13-14 Discover Show 2014 Austin, TX www.state-rda.com

14-15 Cosmoprof Spring Style Show San Jose, CA www.springstyleshow.net

24-26 Cosmobeaute Asia Vietnam

Phu My Hung, Ho Chi Minh City, Vietnam www.cosmobeauteasia.com

26-27 World Natural Hair, Health and Beauty Show College Park, GA www.naturalhairshow.org 116

OTC Beauty Magazine March 2014

Conair ............................................9 www.conair.com Continental Consumer Products ��15

Fromm International ................53 www.frommbeauty.com Helen of Troy ..............................17 www.hotus.com

Reader Feedback 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 through 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)

1. What color do you predict will be most popular in 2014? (It can be in any product category—clothing, hair color, makeup—just let us know which one you address.)

1. 2014년에는 어떤 색상이 가장 인기있을 것으로

예측합니까?(어떤 제품군이라도 될 수 있습니다.- 의류, 헤어 컬러, 화장품- 당신이 생각하는 것을 알려주세요.) __________

______________________________________________________________________________________ ______________________________________________________________________________________ 2. What procedures do you use to ensure your store stays clean and organized year-round? Do you work on a certain schedule? 2. 무엇입니까?

특정한

스케줄에

청결하고 잘 정돈된 매장 상태를 유지하기 위해 연중 당신이 사용하는 방법은

따르고

있습니까?________________________________________________

________________________________________________________________________________ ________________________________________________________________________________ 3. Do you feature makeup trial stations in your store? Are they successful? 3. 매장에 메이크업을 시험적으로 해볼 수 있는 스테이션이 있습니까? 성공적인가요?

______________________________________________________

______________________________________________________________________________________ ____

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, 여러분이 잡지에 실릴 수 있는 것입니다! 여러분의 성원에 감사 드리며, 많은 참여 부탁 드리겠습니다.

Name (성함) _______________________________ Store Name (스토어 이름) _____________________ State (주) _________________________________ 118

OTC Beauty Magazine March 2014

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

보내실곳:

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

September 2013 OTC Beauty Magazine

Sparks

Hair Color

Magenta Mania, Electric Blue, Sunburst Yellowâ&#x20AC;&#x201D;the electrifying shades of Sparks Hair Color could not be any more delightfully vibrant. With this product, now your customers can get long-lasting, radiant hair color in a snap. Whether they opt for a head full of color change, or simply a little pop of color on the ends of their locks, they can create it with Sparks! With the ability to use each color individually, or mixed for pastel or incredibly unique colors, the possibilities are endless. But what really makes Sparks stand out among the sea of other hair dyes out there? It is a professional quality 120

OTC Beauty Magazine March 2014

direct dye. This means the special dye system allows users to apply the color straight out of the tube directly to the hair with no need to mix it with anything else. The color you see before application is the color you get; no surprises. Talk about an easy application! Color can last up to three months. Sparks permanent hair color conditions hair as it colors, so it leaves hair healthy looking and fashionistas without a worry in the worldâ&#x20AC;Śexcept for deciding which color to choose. www.sparkscolor.com