FEBRUARY 2011|VOLUME 5|NUMBER 7|I SSUE 55
TEXAS
& SALON NEW SPAPER
TopTr ends t owat chf or i n2011
Shor t Ter m Solution orLongTer m Strategy? Rul esf orI nvest i nginYourSalon Cour ageousCr eat i veCol or i ng
CoverPhot oCour t esyof I nt er coi f f ur eAmer i ca|Canada
TH E B U SIN ESS O F: H A IR | N A ILS | SKIN C A R E
Rules for Investing in Your Salon The next critical part of this investment lies in getting to know your clients’ needs. What appeals to you as a salon professional Charlene Abretske may not appeal as much to your clients. They may be wishing for an easier way to book appointments or better overall customer It seems everyone has advice for investing service, rather than having the newest teeth in your business. Everywhere you look, there brightening system, clip in hair piece or latest is this product or service which will grow pomade. If you are unclear about what your your business past the point you could have clients expect from you as their salon or spa ever imagined it. of choice, it is time to conduct a survey. The If we listened to advertisers, we would information you will gain from your clients be convinced that our businesses could not is the number one thing you need to know survive one more day without the products about your business. and services they offer. “Newer,” “better” and 3.) What is the cost and what could I “must have” products and services are not lose if I do not invest in this? always your best choices for investment in a Sometimes, we forget the basics, like small to middle range business. training and development for our team, havBeauty product companies are masters ing a marketing plan and monthly budget, as at marketing to their demographic; they well as maintaining our profit and loss statehave spent millions of dollars figuring out ments. These items are not only basic, but what pushes your “buying buttons” and they are also essential for any business, especially are very successful. salons and spas Unfortunately, most that are customer salons and spas do service driven. Customers do not come back to not have an unlimited You may budget, and need to dehave the most your salon because the shampoo termine the best ways to beautiful, stylish bowls look like they belong in spend their money. and convenient Where do you start? location possible the Museum of Modern Art. There are three good for your busiThey come back because they rules for investing in a ness; but without salon or spa: exceeding expectaknow you provide them with the tions in customer 1.) Will this save me time or money? service, paying customer service they expect This is a good rule, strict attention from a beauty professional. especially when investing to finances and in technology. For examfinding strategic ple, you may want to purchase user-friendly ways to bring in clients, the business will salon software. Yes, technology should help eventually fail. Believe me; I understand it is streamline your business; however, you will a lot more fun to think about spending your want to make sure to keep up on training and budget on remodeling with top of the line updates for your software. items than it is to think about your profit and I have seen salons fork out thousands loss statement. Remember this, customers of dollars for the purchase of the software, do not come back to your salon because the and find out later that they need to purchase shampoo bowls look like they belong in the education packs and pay extra for updated Museum of Modern Art. They come back versions. Look for software that has online because they know you provide them with education, allows free calls to the help desk, the customer service they expect from a and provides you with updates free of charge. beauty professional. 2.) Is the initial cost and investment At the end of the day, what we choose for training and marketing relatively low to invest in can make or break our business. in comparison to the potential gain? Investing wisely will make you more money This can be a very deceiving question. for the fun items down the road, and will Believe me; salespeople have this broken allow you the peace of mind to enjoy yourself down for you in every possible way. From and your role in your business. Avoid being “This will be only as much as a latte from caught up in the sales pitch. Instead, keep Starbucks” to “It will pay for itself immediyour desired result firmly in mind. ately.” Ask yourself, “Who will train my staff Charlene Abretske is an independent business advisor. To reach her email on how to use it and how to sell it?” The charleneabretske@gmail.com or call (760)453-1882. seller should provide product training, along with a method or a specific targeted market to READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com sell it to; if they do not provide these things, find a company who does.
Beauty Business Buzz
RechaRge Recha April 3 - 4, 2011 • La Grave Field • Ft. Worth, Texas
Is your salon/spa team making every inning count? Get ‘em engaged. Get ‘em excited about coming to work every day. Get ‘em Recharged! Five reasons you need to attend: 1. 2. 3. 4. 5.
earn new ways to engage your team! L Create powerful systems! Empower your team to pull the company in the same direction! Make a strong comeback after a tough economic year! Create a competitive advantage for your salon/spa/medispa!
Tickets as low as $300 per person Salon|Spa Business Salon Training & Coaching
strategies.com
2 | FEBRUARY 2011 | TEXAS STYLIST & SALON
Register Today! strategiesrecharge.com
CONTINUING EDUCATION for Texas Salon Professionals s Lowe
e e d! nt
rice Guara P t
Stylist Magazine Online Special! All 6 hours for only $24.95. Enter referral code 2495 online. Expires 2/28/11
Completing all 6 of your state required continuing education hours has never been so easy. No testing. Simply read through the course and we report your hours to the state.
1-866-344-0970
Rated A+ by the National Better Business Bureau TDLR Provider No. 1201
Complete your hours online www.txcosmo.com
In this issue... Top Trends to Watch for in 2011 by Jayne Morehouse
5 Blue Highways
Even when we are bombarded with many new opportunities, it is critical to have a desired result in mind. Utilizing short term and long-term strategies and action plans will help you stay the course toward the realization of your dreams.
6 The Mane Objective
Our road to economic recovery is still quite shaky and uncertain as we kick off the new year. The good news is that we can get creative in order to continue to prosper.
10 Esthetic Endeavors
Every clinic wants to offer the hottest, most innovative services. However, to make it a wise business decision, it is important that these additions match the culture and demographics of your facility.
Beauty Business Buzz . . . . . . . 2 Top Trends in 2011. . . . . . . . . 4 Blue Highways . . . . . . . . . . . 5 The Mane Objective. . . . . . . . 6 The Nail Extension . . . . . . . . . 7 Off the Top. . . . . . . . . . . . . . 8 Esthetic Endeavors . . . . . . . 10 Texas TDLR News. . . . . . . . . 11 Classifieds . . . . . . . . . . . 12-13 Better Business . . . . . . . . . . 14 Calendar . . . . . . . . . . . . . . 14 What’s New in the Market . . . 15
On the cover... INTERCOIFFURE AMERICA•CANADA Glamorama Collection
Photography: Julia Pogodina Color: Jo Blackwell-Preston, Dop Dop Salon Hair: Vivienne Mackinder Hair Assistants: Rosemary Tejeda, Brian Woobanks, Vivian Hong & Maria Drakopoloulos Makeup: Anetta Klemens Fashion Stylist: Veronika Ossi
The New Year offers a new frontier in beauty. With the economy rebounding slowly, clients are spending more on salon services and products again, but with an important difference. They want to buy the best but feel like they are getting a great value. They want expertise backing up their purchase. In addition, they want to feel good about their decisions. When you can tap into those emotions through your service menu, your product recommendations and your expertise, they will feel connected to you. In fact, listening to your clients and meeting their needs accordingly will drive your business growth. Here is a checklist of top trends to get you up to speed. Eco-Smart Products that Really Work In the past, you had to choose between natural formulas and spectacular results. Today, that is no longer the case. Thanks to scientific breakthroughs, natural and organic can go handin-hand with performance. Add in all of the negative press about potentially harmful ingredients in popular beauty services and products, and consumers are asking for natural like never before. That means you will need a portfolio of healthier alternatives. This is in addition to, or in place of what you currently offer to show your clients you are listening to them. Luckily, there are plenty of brands from which to choose. The Zerran Reform Natural Hair Straightening System is a botanically based vegan method for straightening hair permanently without keratin, formaldehyde or any other harsh chemicals. The Tela line from master hairdresser and salon owner Philip Pelusi offer organic with a performance edge. Iden International offers multifunctional products that tap the power of bee propolis combined with botanicals. Many cosmetics lines now have a natural positioning. Skincare and even nail product companies are getting involved. Just be sure to read the ingredients before purchasing products to make sure the marketing is not hype. Customized Niche Products In today’s world of ultimate customization, clients want to feel that you are catering just to them with the products and services you offer. For example, curly girls want to know that you have the special skills needed to cut and style their hair – both curly and straight – and the products for them to take home to get the looks between salon visits. Companies, like DevaCurl, were founded especially to care for curly hair, while Jane Carter Solution, Curls and Mixed Chicks give clients with dry, curly, textured and multiracial hair the moisture they need to spring to life. The same is true of colored hair, problem nails, oily facial skin or dry body skin. The key is to take your learning beyond the label and the product knowledge to another
4 | FEBRUARY 2011 | TEXAS STYLIST & SALON
level of expertise. The value your clients will place on your new expertise will result in stronger loyalty and increased service and product purchases for all of their beauty needs. Time Savers for Both You and Your Clients In today’s world, time is precious. In fact, the lack of time is one of the top stressors people face. However, if you save just five minutes an hour, by the end of a 12-hour day, you will have gained an extra 60 minutes. Wouldn’t you and your clients love that? Beauty product marketers have caught on and are developing their products to meet that need. Last year, Kenra Professional launched Platinum Blow-Dry Spray. Not only does it dramatically decrease blow-dry time, but it helps blowouts last longer. Many tool companies offer wet-to-dry flat irons, saving you a step, and powered-up blow dryers, like FHI Heat’s EPS 2100 Blow Dryer, which can cut drying time by 50%. Again, add that up over your day, and you will be able to squeeze in two more clients without missing lunch. Working Together In an age where email and social networking have us connecting via computer to more people more than ever— hello, high school friends!— but increasingly isolated on a physical level. We are spending more time online, even when we are physically with our friends. This year, it is important for both your professional and personal well-being to connect with your friends, professional colleagues, even your distributor salon consultants and the educators for the products you carry IN PERSON. Social Networking And speaking of connecting, chances are, you are using Facebook and other social media personally. However, are you tapping their potential for your professional life? If not, start searching for salons, stylists and other beauty professionals on Facebook and see how they’re using social media to position themselves as experts to their clients, driving new business, sharing the newest information from their product partners and sharing their stories—but in a way that’s meaningful to their clients. The More You Know It is worth repeating: At no time has continuing education been more important. With product companies speaking directly to your clients through their advertising, websites and social media, and consumers sharing stories of their best—and worst—experiences online as fast as they can type, you have to stay a couple of steps ahead—or risk having them know more than you do about the newest product category, service or trend. Education is available everywhere you turn—from shows and classes to DVDs and online and in your favorite professional newspapers, like The Stylist! Jayne Morehouse is president of Jayne & company, a full-service brand communications agency. Reach her at jayne@jayneandco.com or visit her agency profile on Facebook at http://on.fb.me/dVIvHW.
Texas Stylist & Salon
Volume 5, Number 7, Issue 55 February 2011 Published monthly by Holland Graphics, Inc. 1750 SW Skyline Blvd., Suite 24 Portland OR 97221 Toll-free (888) 297-7010 or (503) 297-7010 Fax (503) 297-7022 E-mail: editor@stylistnewspapers.com Web site: www.stylistnewspapers.com Publisher Holland Graphics, Inc. Managing Editor Lisa Kind Production Manager Joel Holland Advertising Director Marcy Avenson Classified Sales Kelly Smith Contributing Writers: Judy Culp, Jerry Tyler, Jaime Schrabeck, Charlene Abretske, Neil Ducoff, Marco Pelusi, Kimberly Johnson, Jayne Morehouse
Texas Department of Licensing and Regulation Susan Stanford, Public Information Officer
TEXAS STYLIST & SALON is mailed free of charge to licensed salons, barbershops, beauty schools, distributors and manufacturers in Texas. Circulation is restricted to members of the beauty and barber profession, its suppliers and students. CONTRIBUTIONS OF PHOTOS, ARTICLES, etc., are welcome. Payment offered only when arrangements are made in writing in advance with the editor/ publisher. ALL MATERIAL COPYRIGHT 2011 by Holland Graphics, Inc. and/or the bylined authors or photographers. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher. OPINIONS AND ENDORSEMENTS herein are the sole responsibility of the writers or advertisers and do not necessarily represent the opinions of the publisher or the State Boards of each state. Publication of advertising contained herein does not constitute endorsement. Columns are the opinions of the writers and not those of the publisher. Texas Stylist & Salon assumes no responsibility for the claims of any advertiser in their paid advertising nor in the promotional material they provide either orally or in writing. Advertising does not imply that the paper will provide any editorial coverage, photos, calendar mention, or any other space or consideration other than actual space purchased. All advertising must be paid in advance of publication in lieu of prior arrangements. Invoices paid after terms will be subject to a 2.5% per month service charge. Delinquent invoices may be subject to a handling fee of 25%. Published rates are net. Agencies add 15% for gross cost. No Agency discounts. In the event a suit or action is brought to collect amounts due Texas Stylist & Salon shall be entitled to recover attorney fees and costs incurred. ADDITIONAL OR OUT-OF-STATE SUBSCRIPTIONS: For a one year subscription, send name, address and zip with check for $20 payable to HOLLAND GRAPHICS, INC. to Subscriptions, Texas Stylist, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221. Address changes require old mailing label.
Short-Term Solution or Long-Term Strategy? Blue Highways Jerry Tyler
As we fast-forward into this new year full of untold promise, I find myself reminded of how important it is to have a clear vision of what we want to achieve. Even when we are bombarded with many new opportunities, it is critical to have a desired result in mind. This is of paramount importance now, at the beginning of the year, more than at any other time during this year’s journey. The collective voice broadcast to us from the media and our industry seem to be saying, “We are not out this yet,” however, there are new frontiers being crossed and victories won that help us feel we are on our way. Before we can move forward, we need to have a clear picture of what we want to realize in the end. If we are waiting for someone or some entity to guide us in the best direction, we will be waiting for a long time. It is important to remember how we got here in the first place. Many of us trusted that our hoped-for end result was indeed attainable in the long term, and that the powers-that-be
The e y to us As eas ryer d as a
had our best interests in mind. long-term vacuum, waiting to be filled with After over two years of turmoil and more short-term actions. uncertainty, the reality is that no matter how In contrast, the long term requires more badly we want things to be the way they were, from the individual or business, as it takes a they will never be that way again. The quesconstant and vigilant effort to keep their vition now is which way we turn. sion focused on the desired long-term goals. Shall we seek a short-term solution? These individuals must see the measured Or follow a long-term strategy? In the end, short-term goals and successes as steps along short-term solutions the way to their have limited bendesired long-term Shall we seek a short-term efits and possible goals. These are negative results. the smaller comThe answer is solution? Or follow a long-term ponents that make not an either, or up the larger Big approach; it is a strategy? In the end, short-term Picture. question of what To achieve each solution will true abundance, solutions have limited benefits provide. the larger picture Sometimes, in cannot be comand possible negative results. critical or threatenpromised for short ing situations, term or immedidrastic solutions are needed immediately. ate benefit. When the focus is only on the However, short term problem solving needs short term, the larger picture can get lost or to be coupled with a long term planning strat- disappear altogether. egy in order to bring real, lasting results. The brands in business and in life that are Although the short term results may be truly built to last are committed to maintainimmediately gratifying, this can be potentially ing a balance between the short term and long dangerous to your long-term plan. They can term. They are constantly aware of where rob you of the incentive to put your longthey are, in relation to where they need to be. term plan in action, eventually leading to a They are continually shifting the short term
to stay in alignment with their long term desired goals. Critical to staying the course long term, are perseverance and unrelenting faith. Many mistakenly believe that a long term grounded approach lacks the passion of the quick fix, or the creativity of the short term, fast lane view of life. Both long term and short term have different operational models and outcomes, yet they both require being in the moment, and knowing where you are at any given moment. Utilizing short term and long-term strategies and action plans will help you stay the course toward the realization of your dreams. A desire for continued growth and abundance in all aspects of our professional and personal worlds, coupled with our willingness to “go the distance,” will help us to achieve the best possible end result. Remember, your passion to achieve your goals will always be your greatest ally. Jerry Tyler’s column Blue Highways is his “Road Less Traveled” perspective on the solutions and challenges facing the beauty industry. Jerry Tyler has been a stylist since 1975 serving as the former artistic director for Vidal Sassoon Academy and currently as Director of Industry Relations for Carlton Hair salons. He is also a licensed cosmetology instructor and has served as President of the California State Board of Barbering and Cosmetology. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE!
View this article and more at www.stylistnewspapers.com
Next Big Thing for Salons er
e Las r o f e B
eks
s Week 8 2 r Afte
7 We After
Only $3,995
It is estimated that over 70 million people in the U.S are seeking a solution for thinning hair. Laser Hair Enhancement creates a whole new service category for your salon and provides an opportunity for you to share in the $5 billion currently being spent each year to combat hair loss. A single laser can generate over $70,000 per year in new income for your salon. Clients visit your salon twice a week for their 30-minute laser session. Average fee for the client is $200 to $300 per month. (8 visits per month) 0% Interest for 12 Months financing available for qualified buyers. Call today for more information: (866) 646-9050 www.SalonLasers.com Better hair from the power of light
Salon
Lasers
TEXAS STYLIST & SALON | FEBRUARY 2011 | 5
Courageous Creative Coloring The Mane Objective Marco Pelusi
CUT AND COLOR IS FUN TO TALK ABOUT, but business insurance...not so much. AbleCo Insurance is helping to change that. Call or Email Michael at 972-480-6034 or 877-348-6574
MBell@AbleCoInsurance.com | www.AbleCoInsurance.com
6 | FEBRUARY 2011 | TEXAS STYLIST & SALON
We are all tired of hearing about it, and we are tired of living with it. Yet, it is a reality all hairdressers must continue to face head on. Our road to economic recovery is still quite shaky and uncertain as we kick off the new year. The good news is that we can get creative in order to continue to prosper. Not only can you be creative with your artistry, it is definitely time to become creative and courageous with your business skills set, if you have not already. The trend for haircolor business has been for clients to stretch out their visits as much as possible, and I am certain you have noticed this. The good news here is that, at the very least, they are continuing to support your business. Of course, the bad news is that the stream of income trails off gradually. The action step for us is to fill in those gaps with new clients, or more importantly, to entice our existing client base to come back more often and to spend more money. One courageous option is to get creative with the types of haircolor services you offer. Do not hold back. I hope that you are skilled at foiling. If not, get into a color class as soon as possible this year. So much money can be made with a set of foils, and it doesn’t even have to be a full set of foils. Offer clients a “casting;” in other words, just a few highlights. It is a great way to get clients into color and to maintain highlighted clients when they are not doing well financially. These highlights can simply be six to eight foils placed through the part, or fringe, or temple areas. Estimate how many foils you would normally execute within a full head or partial head of highlights, and divide into it to come up with the cost of your casting service. Then, spread the word everywhere that you are now offering this service. Depending on which market your salon is in, or your own individual client base, you can name this service whatever you like. You could announce it as a huge money saver. Perhaps you could promote it more artistically, as a new service that would be next to impossible to replicate anywhere else. Find what works best for you. The goal behind this service is to push clients back into your chair, even when they feel they cannot afford you, and to push clients already in your chair to spend a little more money. It is important to stay in touch with all of
your clients throughout the year, even if they do not visit you frequently. Offering a new service like a casting coloring service can give you that perfect excuse to reach out to your client base. Another amazing service opportunity is the wonderful world of demi-permanent hair coloring. In today’s economy, we need to imaginatively offer color services that will last a while. We must invent color services that allow clients to feel as if they have experienced some freedom, as far as when they return to see you; in other words, low committal, or non-committal color services. Demi color has always been a perfect fit for clients who do not wish to commit to haircolor. As you probably know, demi lives in-between permanent and semi-permanent. It was created to last approximately six to eight weeks, while gradually fading on-tone. Male color clients are a prime candidate for this service. Most men do not wish for anyone to know they color their hair. Women who do not wish to commit to color services will enjoy demi color as well. Virtually anyone who is concerned about cost will wholeheartedly go for demi color. This service is the sleeping giant that we need to wake up during this rocky economic time. In addition, it affords you some inspired creativity behind the chair as well. If you have never used demi color, ask your local sales rep for samples and take a class. The moral of this story is for you to be creative and strategize which color services it might be best for you to market, based on your clients’ new tailored spending habits. Take a good, hard look at your book; every day. I challenge you to be courageous and offer each client who sits in your chair a haircolor service of some kind. At the very least, begin a conversation about haircolor in general. Engage in a dialogue with each client about his or her color. Let them know what is available. Perhaps you can interest them in a casting color, or a demi color, or both. Let clients know you care deeply about fulfilling their hair needs to the utmost extent, without sabotaging their wallets. In a way, you are almost doing then a disservice by not speaking up. Do not give them a reason to seek out someone else. If the color solution does not come from you, another hairdresser will surely suggest it. It might as well be you. Marco Pelusi is globally recognized as a haircolor trainer and platform artist. Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles 2009 by KTTV Fox11’s “myfoxla Hot List” competition. Pelusi created the Marco Collagen Color Guard HairCare System, the collagen system developed for color and chemically treated hair. For more information, visit www.marcopelusi.com. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE!
View this article and more at www.stylistnewspapers.com
My Trend Wish List for 2011 The Nail Extension Jaime Schrabeck
It is hard to predict where the latest trend in the nail industry. Years ago, who would have anticipated the incredible popularity of gel polish, or the total absurdity of fish pedicures? The fact that gel polish has become a trend, while fish pedicures have not, suggests that some changes are embraced and others are rejected. When evaluating a new product, service, technique or business practice, I consider whether it advances my professionalism, provides a workable solution to an existing problem and serves as a safer, more efficient and costeffective alternative to my present choices. These criteria help me make informed decisions for my own salon, but do not make me any more prescient. So, rather than attempt to predict trends for the nail industry, here is my wish list for 2011. Despite the expedience and cost savings associated with using dirty files, tools and foot spas, nail professionals will take responsibility to follow the health and safety rules. Being “clean” will become the norm, rather than the anomaly it is currently. Voluntary
compliance will protect consumers, increase our professionalism and reduce the need for enforcement. Our state boards have enough to do without the added burden of dealing with licensees who know better, but choose to act irresponsibly. Consumer outreach will reinforce the value of our training and licensure, so that consumers will demand quality services from licensed professionals in licensed establishments only. Unlicensed activity will decrease and average service prices will increase when consumers no longer compromise their health and safety for low prices. Beauty schools will fulfill their mission of education by hiring competent instructors, providing an adequate supply of professional products and preparing students for success beyond licensure. The significant number of hours spent in school will be utilized optimally to train students on current techniques and best practices, including proper sanitation. Students will have many opportunities to perform services on real clients rather than on plastic practice hands. In addition to teaching technical skills, beauty schools will teach students about the legal rights and responsibilities associated with being a salon owner, an employer, an employee and / or booth renter. Salon owners
education
will compensate their employees legally or treat their booth renters as the independent businesses they are, whichever is applicable. More professionals will protect their business / financial interests with the appropriate insurance coverage (liability, property, workers’ compensation, etc.). Beauty professionals (including unlicensed salon owners) will claim ALL their income and pay their taxes. Failing to do so demonstrates a blatant disregard for the law and disrespect for the beauty industry. Unfair competition undermines our professionalism and our industry can no longer afford to be any part of the underground economy. Nail professionals will eagerly participate in continuing education, whether it is required or not. Given the inconsistent (and that is being generous) quality of beauty school education, all post-licensure education could be considered remedial. However, given the immediacy and accessibility of information, particularly via the internet, there is no excuse for being uninformed. In addition to accessing industry sources, you will read consumer sources to be aware of (mis)information your clients will undoubtedly encounter. Your clients should never be telling you what is new; that is your job. Participation in beauty shows and networking events will reach record numbers, much to the delight of event organizers, manufacturers and educators who invest hun-
empowerment
dreds of thousands of dollars in showcasing their products. While attending these events, beauty professionals will conduct themselves appropriately, including dressing the part. Rather than sensationalize the negative, misrepresent the facts and scare consumers, the media will rely on beauty industry experts when presenting stories about professional nail care. Manufacturers will present their products with integrity, rather than mislead with buzzwords and marketing speak. As product consumers, we have the right to know which ingredients our products contain and we have a responsibility to use them safely and effectively. We should know where the science ends and the marketing begins, and not cross that line with our own clients. Manufacturers of professional products will renew their commitment to salon professionals, through education, research and inventory control. If the term “professional” means anything at all, it suggests that these products are of a higher quality and that professionals use these products in salons to achieve optimum results. If it is only a marketing term to appeal to consumers, then it is meaningless. Most trends within the nail industry start in the salon, so start your own trend for 2011 by being the best nail professional you can be. Jaime Schrabeck, Ph.D. owns Precision Nails, an exclusive nails-only salon in Carmel, California. She can be reached at info@precisionnails.com.
entertainment
Ticket Price:
$50
Sunday & Monday, June 12-13, 2011 The Dallas Convention Center 650 S. Griffin St. Dallas, TX 75202
The Largest Multi-Cultural Educational Hair Show in Texas
New! New! NEW! For 2011
• MAKE-UP IN MOTION • SALON ROW • SCHOOL ZONE • MAKE-UP COMPETITION • THE ART OF NAILS
www.texashairshows.com
SHOW DIRECTORS: Vince Shelton - 214.674.1995 vince@dstyles.com Cratina Webb - 903.926.7211 tina@dstyles.com VENDOR BOOTHS AVAILABLE TEXAS STYLIST & SALON | FEBRUARY 2011 | 7
CELEBRATING OVER 38 YEARS OF SERVICE
Salon & Spa Equipment
www.buyritebeauty.com KO BARBER CHAIR 2 for $900.00
5 DRAWER BLACK PLASTIC ROLLING CART 2 for 100.00
CHRIS STYLING CHAIR 2 for $300.00
RECLINING SHAMPOO CHAIR $89.00
XTRA HOTT DRYER & CHAIR 2 for $560.00
SHAMPOO BOWL W/FIXTURE $99.00
3’ X 4’ BLACK MARBLE ANTI-FATIGUE MAT $55.00
BOOSTER SEAT 2 for $40.00 NO PLUMBING REQUIRED PEDI SPA SYSTEM $1399.00 OZONE FACIAL STEAMER $125.00
HOT TOWEL CABINET W/ UV $99.00
DON’T SEE WHAT YOU WANT?
Call or Come By Today! Wide Selection of Salon, Spa and Skincare Equipment Available. 15026 BELTWAY DR., ADDISON, TX 75001 Monday thru Friday 9:00 am - 5:00 pm
LEASE TO OWN or EZ (w/no credit check) LAYAWAY PLAN AVAILABLE *Actual items may vary from pictured. Prices not applicable toward previous purchases.*
CELEBRATING OVER 38 YEARS OF SERVICE
972-385-8731 866-522-0772
Prices Good Thru Feb. 24, 2011
VISIT OUR SHOWROOM FOR IN-STORE ONLY SPECIALS!
Certification Training Available —— Dallas Academy of Hair Extension Training
Three R’s to Retention Off The Top Kimberly Johnson
Building a clientele is not difficult if you commit to the day-to-day behaviors necessary. These day-to-day behaviors can be summed up with the “Three R’s to Retention”: rebooking, referral, and recruiting. Let’s begin with the easiest of the Three R’s, Rebooking. This is a great opportunity because it is with a guest who has already chosen to come through your doors and spend time and money with you. All we need to do is make a connection, provide sound technical ability, and offer amazing guest service. Rebooking a guest starts in the consultation and continues throughout the service – it cannot be an afterthought. A stylist must immediately uncover the client’s need and true opinion regarding their short term and long-term goals, including how often they will visit the salon. It is important not to use the old statement: “I would like to see you again in four – six weeks.” It’s not the timeframe that’s wrong, it works great for many precision cuts and colors, but you should be tailoring the service and the recommendation to your guest’s aforementioned goals. Find the need and set the plan. The plan is a reason to rebook. When the guest is finished with their service (no doubt looking beautiful and feeling great), they usually want to thank you with a monetary tip. This is where the second R, Referral, comes in. You should always have three to five business cards on hand. Imagine yourself thanking the guest for the monetary gesture but instead handing them your business cards and stating, “The greatest tip you can give me is to refer everyone who pays you a compliment on how amazing you look.” With care and
honesty, this shows the current guest your commitment and passion to your craft. In addition, you will earn a few new guests. Asking for a referral is likely to feel uncomfortable to a stylist. You must come up with a “talk track” (verbiage) that feels genuine and real to you. Do not get caught up in judging a co-stylist in how they approach this, just figure out how you would say it instead. This is part of building your business. You need to find a way to come up with feeling like yourself while still doing the things it takes to stay in business in this great industry. The last of the three R’s is Recruiting. Whew. It is one of the hardest because many people in the general workforce prefer to keep business separate from their personal life. However, you have chosen to be in an industry that requires you to be on your “A” game at all times. Everyone has his or her hair done somewhere. You go to a family gathering, into an office, to a party, or to a cocktail dinner and everyone there goes to someone to get their hair done. What an opportunity. If you were in radio sales or mattress sales, you could never tap into the target customer 100 percent of the time. All you need to do is practice how to invite a person to come and see you. Having the right intent around this invitation is very important. You need to invite but not expect the potential client to take you up on the offer. Be open, casual and sincere. Get this R right and you will see the fun of merging work with pleasure. I hope the three R’s will guide you to continued success in building your business for a long-term career. Do not let a minute, hour, or day go by without thinking and talking. Use the three R’s and have a great year. Kimberly Johnson is a successful Cosmetology School owner in Portland, Oregon. In addition, she serves as Director of Business Development, overseeing a local 12 million dollar salon spa operation with 250 employees with four locations. To reach Kimberly email her at kimberly@avedapdx.com.
READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE!
View this article and more at www.stylistnewspapers.com
America’s Beauty Show Brings Beauty to Life
DWream eaver
ADRIAN THE
972-387-5677
www.HairExtension.com • AdrianTheDreamweaver@gmail.com
Hands-on Training with Adrian “The DreamWeaver”
8 | FEBRUARY 2011 | TEXAS STYLIST & SALON
The creative and business leaders of the salon industry are lining up to show thousands of salon professional attendees what’s new, what’s important and what’s ahead in beauty at America’s Beauty Show, March 12-14, 2011 at McCormick Place in downtown Chicago. Talent and creativity will rule the ABS Runway. Inspiration will abound from industry icons including Vivienne Mackinder and the Intercoiffure America/Canada Artistic Team; Anthony Mascolo, TIGI’s international creative director; Intercoiffure Hair Color Council leaders Gina Khan and Jo Blackwell-Preston; Nick Arrojo and the ARROJO artistic team; and Zak Mascolo and the TONI&GUY Artistic Team. Master classes will be offered by Vivienne Mackinder, Gina Khan and Jo Blackwell for Intercoiffure; David Stanko for L’Oreal; Nick Arrojo for ARROJO and the acclaimed Vidal Sassoon Academy as well as the 2011 Business Forum: On Target! specifically designed to give salon owners the insight to take back their clients and business success. Visit www.AmericasBeautyShow.com for more information and to register or call 1(800) 883-7808 or (312) 321-6809.
You arE cordiallY invitEd to attEnd thE 2011
EnErgizing EnErgizing Summit Summit
You arE cordiallY invitEd to attEnd thE 2011
June 12-13, 2011 - LAX MArriott HoteL June 12-13, 2011 - LAX MArriott HoteL WWW.HAirCoLoriSt.CoM WWW.HAirCoLoriSt.CoM
SponSorEdSponSorEd bY thE amErican board ofofcErtifiEd haircoloriStS bY thE amErican board cErtifiEd haircoloriStS
WeThe Are The 2011 Energizing Summit Educators, We Are 2011 Energizing Summit Educators, We Want to Improve Your Haircolor Skills! We Want to Improve Your Haircolor Skills! Andre Nizetich
Andre Nizetich
Doug Martucci
Misael Aponte
Aura Mae
Tamara Dahill
Tamara Dahill
Kris McGinnis
Kris McGinnis
Doug Martucci
Flonnie Westbrook
Don Westbrook
Bonnie Ray
Misael Aponte
Ivan Castillo
Leo Lapierre
Mary Petillo
Dr. Hayel Said
Michael Page
Franco Marino
Brenda Amaral
Flonnie Westbrook
Ivan Castillo
Melanie Nickels
Dr. Hayel Said
Aura Mae
Michael Page Teresa Reagor
Don Westbrook
Leo Lapierre
Roy Peters
Mary Petillo
Ken Cassidy
Franco Marino Pamela Pacheco
Bonnie Ray
Jay Marshlick
Brenda Amaral
Kimberly Bregal
Trisha Kemp
Paul Morrison
Paul Morrison
Tony Fanelli
Jimmy Weldon
Tony Fanelli
Lisa Kelley
Jimmy Weldon
Erin Vigen
Denise M. Fraser
Craig Miller
Jessee Skittrall
Jan Caruso
John Halal
Peggy Sue Schmoldt
Andi Makowski
Lisa Kelley
Glenna Bray
Sharon Esche
Alexander Irving
Erin Vigen
Jan Caruso
Courtney von Berg
Lisa Kelley Kathy Partin
Denise M. Fraser
John Halal
Gerd Hoher
Peggy Sue Schmoldt
Lenny Strand
Glenna Bray Lea Baseili
Craig Miller
Dennis Metcalf
Sharon Esche
Julie Lazarof
Tom Dispenza
Larry Kopsa
Lisa Kelley
Larry Kopsa
David Velasco
Andrea Schumate
Jessee Skittrall
David Velasco
Gary Gerard
Andi Makowski
Andrea Schumate
Ame Metcalf
Alexander Irving
Gary Gerard
Jim Bower
Don’t Miss the Early Bird Special... 20% OFF SUMMIT REGISTRATION IN FEBRUARY! Sign up at www.haircolorist.com
Identify Your Target Market Before Making Expensive Purchases Esthetic Endeavors Judith Culp
Every clinic wants to offer the hottest, most innovative services. However, to make it a wise business decision, it is important that these additions match the culture and demographics of your facility. The most important thing a business needs is a solid grasp on who their clients are and what they are looking for. As estheticians, we want to offer skincare to everyone 15 – 85 plus. Everyone needs skincare, right? While this may be accurate, it is very difficult to market to this broad of a demographic. It is much easier to market to a specific demographic group, and do it well, so that your clients help build your business with referrals. To understand target marketing, this analogy uses McDonalds Restaurants. McDonalds specializes in hamburgers and french-fries. McDonalds does not sell steak. They offer reliable, inexpensive food, fast,
in a child-friendly environment. The terms “fine dining” and McDonalds are not in the same ballpark. McDonalds knows their target audience and provides them with what they want. Ask the parents of the four to eight year olds what happens when the kids get in the car. They will probably say they get requests to go to McDonalds. That is target marketing. McDonalds lets the kids make the sell to the parents. It is very easy to create a desired shopping list and want it all NOW. However, we quickly realize the purchasing dollars will only go so far. Prioritizing and finding just the right devices or products help stretch those dollars to their maximum. This takes us back to step one, identifying our target client market and knowing what they are looking for. Let’s examine a couple of possible scenarios for how this might effectively work. Scenario 1: An esthetician is located in a large college town. She is young and still knows all the girls in cheerleading, dance groups and those who are active in sports. She likes to wax and already has friends from 18-28 that are asking her where she is going
Permanent Cosmetics and Eyelash Extension Workshop • Empower your Dreams with Unlimited Income and Profit Opportunities • We Teach the Latest Permanent Cosmetics and Eyelash Extensions Techniques • Small Group and Private Classes (Instructor, Student & Model) Permanent Make-up Workshop $399 • Ofrecemos Clases en Espanol Eyelash Extension Workshop $299
972.639.7420 • 214.566.0485 • www.dallaspermanentcosmetics.net 1450 Preston Forest Sq, #274 Dallas, TX 75230 • patsy.charles@yahoo.com
2011 Energizing Summit The 2011 Energizing Summit presented by American Board of Certified Haircolorists will be held June 12-13, 2011 at the LAX Marriott Airport in Los Angeles, California. “This is going to be a really special year for the Summit. There are a great number of repeat educators from prior years along with a completely new batch of educators,” remarks Andre Nizetich, President of the American Board of Certified Haircolorists. This educational event is all about haircoloring featuring classes like Giving the Perfect Consultation by the Metcalfs of Denver, to Courtney vonBerg teaching Mastering Undertones and Lenny Strand of Beverly Hills teaching Working with Pure Tones. The Energizing Summit is a different type of educational event. With 47 educators teaching 139 classes over two days you pre-select you classes prior to arrival. The classes are small (30 people) which make for a lot of interaction and the opportunity to ask questions of the educators. 23 classes are being held at the same time with most classes lasting an hour and a half. Hands-on classes are scheduled to last three hours with educators like John Siggers bringing out his entire team of haircolorists to teach Balayage. Siggers travels to France every year to find out the latest Balayage techniques. Other hands on classes include Franco Mareno of New York teaching the Marriage of Color and Cut and Doug Martiucci also of New York teaching Dimensional Mastery. “Anyone who cares about haircolor has to be at this event! It is without a doubt the nations premiere haircolor educational event,” remarks Martiucci. For more information visit www.haircolorist.com to sign up for classes. Save 20 percent off the ticket price if you register in February. 10 | FEBRUARY 2011 | TEXAS STYLIST & SALON
to work. Her best business decision might be to locate in a facility that caters to either families or the younger generation. Her marketing could focus on hair removal, as this service is extremely popular with this age bracket. Her client demographic becomes females and males ages 18-28. Since looking tanned is also popular with this age bracket, our esthetician should also consider adding spray tan services. The new tanning bed tax laws, as well as the known side effects of tanning beds have combined to make spray tanning a hot new service for 2011. Our esthetician will need to evaluate equipment as well as spray tan products carefully. The spray device itself can range from $300 - $3000. With careful shopping, our esthetician can start with a reliable but inexpensive sprayer and let it generate the revenue to purchase a more expensive device later on. Just as with the device, the price of the spray colorant does not necessarily equate to the best product. Our esthetician should check out what is available on the market, its price and spray results. She may find a brand that is half the cost of another brand and be happier with the results. Other considerations would be controlling overspray, noise and supporting retail products. While the manufacturers’ say there is minimal overspray, it still builds up quickly and daily maintenance is necessary to keep the area clean. In this same scenario, acne treatments and home care, SPF products and makeup for special occasions would also be solid, potentially positive considerations. Our esthetician could also consider IPL or laser hair removal services, but would need to consider whether her client base could / would spend the money for these services. This information will help determine if the investment would be worth it after the payments, insurance and maintenance are taken care of.
Scenario 2: Our esthetician is 45ish. Many of the people she knows are concerned about the signs of aging. They perceive our older esthetician to understand their concerns in part because of her age. This esthetician and her friends have already been using anti-aging products and some of them are having injectables. This esthetician decides to capitalize on her connections with this group and establishes the 40-65 year old female as her target market. While these clients may also desire hair removal treatments, they are baby boomers and are mainly interested in everything related to anti-aging. Microdermabrasion, AHA and BHA exfoliation, facial toning, LED therapy, IPL rejuvenation are some key treatment considerations. Remember to consider de-stressing aromatherapy treatments or other specialty relaxation treatments as well. Due to the expense involved with many of these, our esthetician will need to consider her investments carefully and determine which she should start with, and which add on later. Surveys or questionnaires directed to her potential client base may be helpful in this evaluation. Sometimes possessing the hot new item is not necessary. For this esthetician, having a good quality microdermabrasion device is more important than having a spray-tanning unit, because her client base will avail themselves of the exfoliation treatments more than the other. In short, it is all about what best meet the needs of your specific client base. Judith Culp, a CIDESCO Diplomat has been in the esthetics industry since 1980. A CPCP permanent makeup technician for over 20 years she served a 4-year term as a Director for the Society of Permanent Cosmetic Professionals, two years as their president. She is president of Culp Enterprises Inc. and CEO of NW Institute of Esthetics. Judy Culp is available for consulting. For more information visit www.estheticsnw.com. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE!
View this article and more at www.stylistnewspapers.com
IBS New York Gears Up for Another Incredible Show IBS New York is the longest running and hottest beauty event in the nation and takes place March 6-8, 2011 in New York. Boasting more than 525 exhibitors, over 100 educational classes, tons of in-booth demonstrations and Main Stage performances by some of the most renowned artists in the industry, it’s a show beauty professionals must attend. Included with the exhibit hall ticket are phenomenal performances on the legendary Main Stage and a conference line-up that includes more than 100 classes. Join the amazing Nick Arrojo, Martin Parsons, Ted Gibson, Clairol’s Danny LaPointe & Anita Gutierrez, Woody & Amy Michleb and Derek Jay and the Hair Battle Spectacular Team for demonstrations that will inspire and excite. Brand new speakers and alumni have been added to the program, including; Misael Aponte, Eiji Yamane, Ted Gibson, Raul Martez and Marcia Teixeira plus many others. For those professionals who want a more in-depth and tactile experience, hands-on workshops in cutting, coloring, makeup and business are available, for an extra fee. For the first time ever at IBS New York, the Major League Barbers present the Super Barber Cutting Competition, sponsored by Andis. Visit www.IBSnewyork.com for more information and to register.
Use Caution When Purchasing Trend Products at Trade Shows Review Texas Barbering and Cosmetology Rules
Have You Moved?
The first thing you notice as you enter the trade show at the convention center is the up-beat music and colorful displays: the two combine to create an energy which motivates you to visit booth after booth and to ignore your tired and aching feet. You visit vendor’s booths displaying products you use daily and your curiosity propels you to booths demonstrating new products and equipment. Trade shows are exciting events for barbering and cosmetology professionals but the Texas Department of Licensing and Regulation (TDLR) cautions you to beware of making a hasty purchase of a new trend product. Finding yourself the owner of a product or equipment that is not approved for use under your license can dampen the enthusiasm you started your day with and can put a serious dent in your wallet.
TDLR supports your goal to be an industry leader and recognizes your hard work to offer clients new services. We know trade shows provide you an opportunity to learn more about new trends and to “test-drive” equipment but we urge you to review the Texas Laws and Rules of your industry to determine if your license allows the equipment or courses. TDLR encourages you to review the Rules before purchasing products that may have a medical application and make an informed purchase decision. The Texas Cosmetologists Laws and Rules book is available for purchase at the TDLR trade show booth or you may order your book by filling out the order form and mailing the form and your check to: TDLR, P.O. Box 12088, Austin, Texas 78711-2088.
Don’t Forget To File A Change Of Address With TDLR
Cosmetology — Shear Numbers
Every month, the Texas Department of Licensing and Regulation (TDLR) has cosmetology and barbering licenses returned to them by the U.S. Postal Service because the licensee failed to file a change of address with TDLR. As a result, licenses that have been paid for do not make it into the hands of the people who earned them. Those licensees may not work as a cosmetologist or a barber until they change their address and acquire their license. But the real down side is that it may end up costing the licensee an additional fee for a duplicate license. Remember, if you move and your mailing address changes, barbers and cosmetologists are required to file a change of address with TDLR within 30 days. This not only allows TDLR to keep track of its licensees, it also benefits you as a license holder. If a change of address is not filed with the agency, you may not receive important correspondence that can affect your license status, such as your license renewal notice or even your license itself. Hundreds of renewal notices are returned to TDLR every month because the license holder failed to file a change of address with the agency. There are several ways barbers and cosmetologists may file a change of address with TDLR. Barbers Cosmetologists Email the new information to: Email the new information to: barbers@license.state.tx.us. cosmetologists@license.state.tx.us. You may also call (512) 463-6599, You may also call (512) 463-6599, or fax your new information to: or fax your new information to: (512) 475-2871. (512) 475-2871.
Operators.............................................111,127 Manicurists............................................34,942 Facial Specialists....................................15,310 Hair Weavers...............................................166 Hair Braiders...............................................924 Shampoo Specialists...................................150 Wig Specialists..............................................19 Shampoo Apprentices............................11,893 Operator Instructors.................................4,310 Manicure Instructors.....................................45 Facial Instructors.........................................111 Wig Instructors...............................................3 Students................................................25,164
To change your address by mail, send a note containing your new information to TDLR, Licensing Division, P.O.Box 12157, Austin, TX 78711. Whatever method you select to file your change of address, be sure to include your new address, your email address, your license number and your name as it appears on your license.
Schools......................................................407 Salons...................................................20,037 Manicure Salons.........................................992 Facial Salons...............................................670 Facial/Manicure Salons.............................4,063 Hair Braiding/Weaving Salons......................150 Wig Salons....................................................37 Dual Shop/Salon....................................1,297* Cos. Operator Booth Rentals...................30,626 Cos. Manicure Booth Rentals..................14,748 Cos. Facialist Booth Rentals.....................1,124 Cos. Hair Braiding Booth Rentals...................93 Cos. Hair Weaving Booth Rentals...................40
Barber — Shear Numbers Barbers..................................................13,266 Barber Manicurists......................................376 Barber Technicians........................................16 Barber Hair Braiding Specialist.....................126 Barber Hair Weaving Specialist........................2 Barber Shops...........................................4,648 Mobile Barber Shop.........................................3 Barber Manicure Shops...............................105 Barber Hair Braiding Shops..............................4 Barber Hair Weaving Shops.............................6
Dual Shop/Salon....................................1,297* Barber Instructors.......................................156 Students..................................................2,353 Schools........................................................41 Class A Barber Booth Rentals...................4,379 Barber Manicure Booth Rentals......................73 Barber Technician Booth Rental.......................1 Barber Hair Braiding Booth Rentals................12 Barber Hair Weaving Booth Rentals..................1 * Dual shop/salon also listed in cosmetology
ARE YOU LOOKING FOR LOCAL BEAUTY NEWS? NEW! Regional News Only Available Online
www.stylistnewspapers.com • Local Salon Profiles and Events • Educational Events • Distributor News • Beauty School Happenings • and more... TEXAS STYLIST & SALON | FEBRUARY 2011 | 11
SHOPS FOR SALE UPSCALE HAIR SALON FOR SALE ~ DALLAS (FAR NORTH) Excellent location - great deal! Five years established. Eight stations, 2000 sq.ft. Price negotiable. Call for more information. (972)333-8801
H
SALON FOR SALE - GREAT LOCATION FAR EAST SIDE OF EL PASO All equipment in excellent condition. Must see! For more information call (915)490-8087 and make a good offer!
BEAUTIFUL SALON FOR SALE IN KATY, TX Busy, excellent location. Brand new (recently built out) with beautiful decor and comtemporary furnishings and equipment. All booths are filled. Ideal for a Stylist looking to have their own business. Salon has outstanding potential for new marketing ideas. Owner ready to semi-retire but may be willing to rent booth part-time. Hurry, this won’t last long! Call (504)460-6221 FULL SERVICE SALON FOR SALE IN HOUSTON Eight stations with waxing room and shower. Great location, low rent on 1700 sq.ft. space. Possible owner finance. Call Mark (713)459-2709
The Key To Mastering Precision Haircutting Take your cutting to the next level with the
SALARY / COMMISSION MAKE A CAREER CHANGE FOR THE BETTER A career at Supercuts means being surrounded by individuals much like yourself: creative, energetic and stylish. For a competitive compensation, ongoing education, career opportunities and a fun environment, call 1-800-388CUTS. Live Stylicious at supercuts.com/careers.
EDUCATION
H
LEARN NEW TECHNIQUES THROUGH DVD’S - FREE CATALOG Hair cutting & styling, clipper & razor cutting, hair coloring, wedding styles & updo’s, makeup, facials, manicures and pedicures, waxing & hair removal, massage, and spa & body treatments. 800-414-2434 www.VideoShelf.com
Master-artist Nicolas's dynamic teaching style will help you to achieve mastery in: Layering straight hair Layering naturally wavy hair One-length A-Line & Graduated Bobs The Blueprint will teach you how to cut ALL hair types and its principles can be adapted to an infinite number of styles. Mention this ad & purchase the Blueprint today for only $60.00 + $7.00 s/h + CA tax (a $72.00 value). For the ultimate in education, purchase the complete educational package for $192.00, + $14.00 shipping + CA tax. The Package includes: The Blueprint DVD Fringes & Hairlines DVD Disconnect & Overdirection DVD Long Hair Systems DVD NEW Companion Illustrated Manual ASK US ABOUT OUR NEW SINGLE TECHNIQUE DVDS “THE JENNY” & “THE RADIATE” ONLY $38.00 EACH (plus shipping & tax)
The Nicolas Haircutting System 222 Mason St, SF, CA 94102 1-800-982-1995 To Order With a Credit Card
Visit www.nhcsweb.com to learn more about the DVD system! We also offer hands-on haircutting classes at our SF Studio, check our blog at http://nicolashair.com/wordpress/ to learn more. All sales are final. Exchanges on defective DVDs only. This offer not valid on prior purchases. CA residents add 9.5% tax.
CONTINUING EDUCATION FOR TEXAS STYLISTS. State Approved TDLR Provider No. 1201. No testing. Simply read through the course. Satisfies all CE requirements. Secure website rated A+ by the National Better Business Bureau. Guaranteed lowest price. WWW. TXCOSMO.COM Elite Continuing Education. 1-866-653-2119.
12 | FEBRUARY 2011 | TEXAS STYLIST & SALON
MISCELLANEOUS WWW.TERRYBINNSCATALOG.COM or 800-909-7546 Dr. Belter, Moor Spa, Cell Renew, The Derm Mask, Cirepil, Escentials, Satin Smooth, Gigi, Clean & Easy, Bombshell, Soothing Touch, Therapro, Lotus Touch, Sacred Earth, Intrinsics, Miss Webril & a variety of other top quality spa products. * FREE SHIPPING* Enter to win our monthly drawing for free spa products. No purchase required. BUY FASHIONABLE, FUN AND AFFORDABLE JEWELRY online at www. cookielee.biz/lisakind. Check out the newest fall collection of fashion jewelry from Cookie Lee. Most for under $40 each. BUSINESS INSURANCE FOR INDEPENDENT CONTRACTORS, SALON, SHOP AND SPA OWNERS. Low Cost, Immediate Coverage, No Money Down with Monthly Payments. Call Michael at (972) 480-6034 or 1-877348-6574 or email mbell@ablecoinsurance.com
USED EQUIPMENT FOR SALE ~ FOUR WHITE BELMONT CAST IRON PORCELAIN WASH BOWLS $130 each. Four red chairs with foot rests $90 each. Location ~ Houston TX. Prices are negotiable. Call for more information (713)412-2976 SELLING YOUR USED EQUIPMENT? Recently remodeled and need to sell your old furniture? Upgraded your esthetic equipment? Reach the people that will buy from you. Advertise in the Texas Stylist Newspaper classifieds and reach almost 30,000 beauty and barber professionals. For more information Call (503) 297-7024 or visit www.stylistnewspapers.com.
NEW EQUIPMENT ELEGANT NAIL SUPPLY: We wholesale and retail New & Used Salon Equipment, Salon Furniture and all brand-name products OPI, IBD, Gena, Creative, LaPalm… We offer online continuing education. Please visit our website for more information: W W W. E L E GA N T N A I L S U P P LY. C O M Phone: (937)258-0608 or 1-888-308-6308 THE NEXT BIG THING FOR SALONS! Laser Hair Enhancement creates a whole new service category for your salon. A single laser can generate over $70,000 per year in new income for your salon. Clients visit your salon twice a week for their 30-minute laser session. Average fee for the client is $200 to $300 per month. (8 visits per month) Call today for more information: (866) 646-9050 Financing is available for qualied buyers. www.SalonLasers.com
Right Page
Stylish, Professional, Durable and Value Priced… Also available in the following colors:
NEW COLOR
MARIA #20560
Black
White
Natural
Brown
Navy
Maroon
with 7 Great Colors to Choose From!
All colors available in these stylish fashions!
BETTY #4560
JUDI #17560 RONNY #10560
APRON #19560
SUSIE #22560
PANT #13160 CAPRI PANT #24160
To order call toll free 877.977.9585 or check us out at www.smockers.com
BUSINESS OPPORTUNITIES
Sexy Extensions For You
HAIR EXTENSION SUPPLIES EVERYTHING YOU NEED TO DO HAIR EXTENSIONS Fusion, Links, Glue, Clips and More Pre-bonded Tips, Clip Ins Pre-glued Tips, Weft Track Hair
Left Page
1-800-586-4409 www.sexyextension.com
MAKE $100 PER HOUR SHARPENING SCISSORS AND CLIPPERS. I will beat anybody’s price on any equipment and training. (408)439-9161
Gary Gerard “HAIRLUSIONS” Advanced Haircutting DVDs Bra n New d ! 4 exciting new cuts on each DVD
Tired of Sharing the Paper?
Get Your Own Copy Mailed to Your Home!
2519 Van Ness Ave, San Francisco CA 94109
Yes, I would like to receive a subscription to the Stylist Newspaper: One Year $25 Two Year $40 Choose edition: California Stylist name:_________________________________________ Northwest Stylist mailing address:_________________________________ Ohio Stylist ______________________________________________ Texas Stylist city, state, zip: __________________________________ phone: ________________________________________ mail order form and payment to: Yes, Include me on your email newsletter list for FREE Stylist Subscriptions email address: __________________________________ 1750 SW Skyline Blvd. Suite #24 Portland, OR 97221 Charge my Credit Card (visa, mastercard, americanexpress, discover) Questions: CC#___________________________________________ (503) 297-7010 x205 Exp. Date______________ CSV#_______
gerards@earthlink.net www.garygerard.com
Check Enclosed
Volumes 14, 15, and 16 only
$30 each
We commend you on your pursuit in furthering your education! Inquire about our In-Salon Haircutting Workshops held in your salon, one-on-one instruction! 415.441.1156
See all of our Gary Gerard shears and other products at www.GaryGerard.com
415.441.1156 • Fax 415.441.9686
www.stylistnewspapers.com TEXAS STYLIST & SALON | FEBRUARY 2011 | 13
Stop Standing in Your Own Way Better Business Neil Ducoff
Most often, your most intelligent business advisor is that little voice inside your head. It is that little voice telling you it is time to make that tough decision you have been avoiding, or perhaps that the time has come for that fierce conversation. Maybe you need to pay more attention to your numbers; the list goes on and on with all the things that you know need doing. It is almost comedic how that little voice inside your head knows the right thing to do. It is not so funny when you ignore it and get yourself and your company into difficult and compromising situations. That little voice is so smart because you already know the best decisions to make, and which projects and tasks need doing. You may not know all the details, but you know and understand the basic framework. When your little voice does not have a specific answer, it will guide you to it. In addition, yes, your little voice will even coach you to be accountable, trustworthy, tenacious and consistent. What more could you ask for than to have a brilliant advisor and coach residing in your own cranium and being at your beck and call 24/7? Listening and responding to your little voice demands mental discipline -- a lot of discipline. More often than not, ignoring it leads you down the path of compromise. It is easier to procrastinate, avoid and take the easy way out than to roll up your sleeves and conquer. It is easier to be indifferent, self-centered and disrespectful than 100 percent committed to leading with integrity and to respect others. It is easier to accept “I don’t care” and “average” than doing the work you know it requires in order to achieve your full potential and your company’s vision.
If you are tired of “average” and plugging leaks in the bottom of your ship – leaks you helped to create – stop standing in your own way and start listening to that little voice inside your head. You know you need to be accountable, to plan, to pay attention to your numbers and to live your cash-flow plan. You know that quarterly performance reviews are done quarterly, not annually. You know that avoiding today’s small problems fuels tomorrow’s business disasters. That little voice in your head knows what needs to be done and how to go about it. The only question is will you do it. On a personal note: I got up this morning at 4:30 to go to spin class. It was 14 degrees when I left for the gym. When my alarm went off, my first thought was to go back to sleep. My little voice sprang to life and said, “Hey sport, you said you were 100 percent committed to working out. Get up and do it. No compromise.” It was a great class. I felt great all day. Thank you, little voice. Neil Ducoff is the founder and CEO of Strategies, a business training and coaching salon specializing in the salon and spa industry. The creator of the Team-Based Pay System, Ducoff is the author of Fast Forward, and No-Compromise Leadership. For a signed copy, go to www.strategies.com. You can email Neil at neil@strategies.com. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE!
View this article and more at www.stylistnewspapers.com
Neil Ducoff will be presenting Strategies Recharge! on April 3-4 in Fort Worth, Texas. “This year we want to literally hit a home run with Recharge! It’s being held at La Grave Field in Fort Worth. We’ll be utilizing every aspect of the baseball experience, including sessions on the field and in the dugouts,” Ducoff remarks. “Certified Strategies Coaches Chris Murphy and Leslie Rice Winterrowd are working hard to make sure that every attendee gets out-of-the park value from the sessions. We encourage all salon, spa and medical spa owners to bring their teams to reignite their passion in their businesses to achieve unprecedented results.” For more information and to register, call 1.800.417.4848, or visit www.strategies.com or www.nocompromiseleadership.com.
ADVERTISERS: INCREASE YOUR EXPOSURE Stylist Newspapers Offers Advertising on Our Website
www.stylistnewspapers.com • Increase Your Exposure on the Web • Target the Region You Want to Reach • Link Directly to Your Website • Current Statistics — Visitors: 24,828 | Pages 96,899 (per month)
Reserve Your Spot Today! 888-297-7010 x207 14 | FEBRUARY 2011 | TEXAS STYLIST & SALON
FEBRUARY 2011 PP 6-7: Empire and ARROJO present Masters of Beauty Skills
Certification Program, Kentucky - MastersOfBeauty@empire.edu PP 7: Neil Ducoff’s No Compromise Leadership Workshop hosted by Aveda Institute, San Antonio, TX strategies.com 1-800-417-4848 PP 19-22: Bronner Bros. International Hair Show, Atlanta, GA, www.bronnerbros.com PP 26-27: The Makeup Show LA, Los Angeles, CA www.themakeupshow.com PP 27: Beauty School Forum, Barristar Productions, Kissimmee, FL www.barristar.com 800 SHOW-432 PP 27-28: Day Spa Expo, Las Vegas, NV www.dayspaexpo.com
MARCH 2011 PP 6: 3rd Annual Reign of Style Hair Competition and Show at The
Seattle Center Exhibition Hall, Seattle, WA www.reignofstyle.com PP 6-7: Empire and ARROJO present Masters of Beauty Skills Certification Program, Nashville, TN MastersOfBeauty@empire.edu PP 6-7: Prof. Beauty London, www.professionalbeauty.co.uk/london PP 6-8: IBS New York, Jacob Javits Center www.ibsnewyork.com PP 6-8: International Esthetics, Cosmetics and Spa Conference IECSC New York, www.iecsc.com PP 7: Neil Ducoff’s No Compromise Leadership Workshop hosted by Shohba, New York City, NY strategies.com 1-800-417-4848 PP 12-14: America’s Beauty Show, Chicago, IL 1-800-883-7808 www.americasbeautyshow.com PP 13: American Board of Certified Haircolorist Exam, Chicago, IL www.haircolorist.com PP 13: Salon Services presents Kevin Murphy: Rock the Runway, Renton, WA www.salonservicesnw.com PP 13-14: ABA Canada, Montreal, Quebec www.abacanada.com PP 13-14: The International Congress of Esthetics and Spa, DallasArlington Convention Center, Arlington, Texas 1-800-471-0229 www.LNEONLINE.com PP 18-20: Beauty International’s Worldwide Leading Trade Fair for Professional Cosmetics, Nail, Foot and Wellness Professionals, Düsseldorf, Germany (312)781-5180 www.mdna.com PP 18-21: Cosmoprof Bologna, Italy www.cosmoprof.com PP 20: Sorme Treatment Cosmetics Makeup Workshop at the Maxwell Hotel, Seattle, WA www.sormeworkshops.com PP 20-21: Spectrum International Beauty Expo, Los Angeles, CA (310)680-7367 www.sibe.us PP 21: Neil Ducoff’s No Compromise Leadership Workshop hosted by Bellevue Club, Bellevue, WA strategies.com 1-800-417-4848 PP 26: Neil Ducoff’s No Compromise Leadership Workshop hosted by Life Enrichment Center, Newport News, VA strategies.com 1-800-417-4848 PP 26-28: Midwest International Salon & Spa Expo, Rosemont, IL probeauty.org/ISSE PP 27: Neil Ducoff’s No Compromise Leadership Workshop hosted by Milano Salon & Spa, Frederick, MD strategies.com 1-800-417-4848 PP 27-28: ABA Canada, Toronto, Ontario www.abacanada.com
FEBRUARY 2011 PP JKS International offers classes including Mix Hair Color & Round Brush Blow Dry, Salon Sanitation, & Cosmetology Laws & Rules check www.jksusa.com for more information PP eAcademy presents Cosmetology Continuing Education online for more information visit http://www.ewebce.com/ PP Beauty Techniques by Linda offers ongoing certification in Permanent Make-Up, Eyelash Extensions, and Eyelash Perm & Tint email: beautytechniques1122@yahoo.com or http://www.beautytechniquesbylinda.com/ PP 7: KM Impressions presents Bridal Makeup Training, San Antonio, TX (210)655-4624 www.kmimpressions.com PP 7: Skin Logic presents Microcurrent Non-Surgical Face Lift Training and Certification, Austin, TX (512)250-0544 PP 7-9: The International Dermal Institute presents International Skincare Techniques, Houston, TX www.dermalinstitute.com PP 14: The International Dermal Institute presents IDI Speed Waxing Techniques, Dallas & Houston, TX www.dermalinstitute.com PP 14: Skin Logic presents Vascular Blemish Removal Training and Certification, Austin, TX (512)250-0544 PP 15: The International Dermal Institute presents Galvanic and High Frequency Treatments, Dallas & Houston, TX www.dermalinstitute.com
APRIL 2011 PP 2-4: ProKnowledge Workshop presented by Day Spa Associa-
tion, Nashville, TN www.proknowledgeworkshops.com 1-877851-8998 PP 3-4: The International Congress of Esthetics and Spa, Miami Beach Convention Center, Miami Beach, Florida 1-800-471-0229 www.LNEONLINE.com PP 9-10: Peel’s Spring Show, Council Bluffs, IA www.peels.com PP 10: American Board of Certified Haircolorist Exam, Denver, CO www.haircolorist.com PP 10: Neil Ducoff’s No Compromise Leadership Workshop, Vancouver, BC strategies.com 1-800-417-4848 PP 10: The Wax Show by Smooth Skin Supply, Sacramento, CA www.ssmoothskinsupply.com PP 10-11: BSG Barnum presents Evolve. The Art of Hair, Sandusky, OH www.cosmoprofbeauty.com 1-800-362-3186 PP 10-11: Cosmoprof’s 64th Annual Spring Style Show, San Jose, CA www.springstyleshow.net PP 10-11: ABA Canada, Winnipeg, Manitoba www.abacanada.com PP 17-18: BSG Cosmoprof Beauty presents Seattle Fashion Focus, PP Seattle, WA www.fashion-focus.net PP 17-18: Intercoiffure’s Spring Symposium, Miami, FL www. intercoiffure.us PP 17-18: ABA Canada, Vancouver, BC www.abacanada.com PP 24: Sorme Treatment Cosmetics Makeup Workshop at the Holiday Inn: Soho, New York City, NY www.sormeworkshops.com PP 29-5/2: Electrologists’ Association of California State Symposium aboard the Carnival Paradise Cruise Ship 860-678-1972 Email: donna.crump@snet.net
MAY 2011 PP 1-2: ABA Canada, Edmonton, Alberta www.abacanada.com PP 8-9: Beauty School Forum, Barristar Productions, Anaheim, CA
www.barristar.com 800 SHOW-432 PP 15-16: Galveston Fashion Focus Show, Galveston, TX www. armstrongmccall.com PP 15-16: The Makeup Show NYC, www.themakeupshow.com PP 16: Neil Ducoff’s No Compromise Leadership Workshop hosted by La Barberia Salon & Spa, Cleveland, OH strategies.com 1-800417-4848 PP 22: Beauty School Forum, Barristar Productions, Minneapolis, MN www.barristar.com 800 SHOW-432 PP 22: Sorme Treatment Cosmetics Makeup Workshop at the Riverwalk Plaza, San Antonio, TX www.sormeworkshops.com
JUNE 2011 PP 5-6: Premiere Orlando International Beauty Event & Premiere DAYSPA conference, Orlando, FL www.premiereshows.com PP 12-13: The Makeup Show Chicago www.themakeupshow.com PP 16-18: BeautyEurasia by Cosmoprof Worldwide, Istanbul, Turkey, www.beautyeurasia.com
PP 21: Skin Logic presents Dermaplaning/Epidermal Leveling Training and Certification, Austin, TX (512)250-0544 PP 21: KM Impressions presents Airbrush Makeup Training, San Antonio, TX (210)655-4624 www.kmimpressions.com PP 28: Skin Logic presents Advanced Acne Treatments Training and Certification, Austin, TX (512)250-0544
MARCH 2011 PP 7: KM Impressions presents Basic Makeup 101, San Antonio, TX
(210)655-4624 www.kmimpressions.com PP 7: Skin Logic presents Microcurrent Non-Surgical Face Lift Training and Certification, Austin, TX (512)250-0544 PP 21: KM Impressions presents Airbrush Makeup Training, San Antonio, TX (210)655-4624 www.kmimpressions.com PP 21: Skin Logic presents Vascular Blemish Removal Training and Certification, Austin, TX (512)250-0544 PP 27-28: Tools of the Trade Class - Cutting and Styling Classes featuring Dwight Miller, Albie Mulcahy, Alan Papaleo and Ian Gavet, Doubletree Hotel, San Antonio, TX (254)495-0189 or visit toolsofthetradeclass.com PP 27-28: Skin Logic presents Alexandria Professional Sugaring Training and Certification, Austin, TX (512)250-0544
Educational events are listed free as space allows. To have your event listed, please email to lisa@stylistnewspapers.com or mail to Stylist Newspapers, 1750 SW Skyline Blvd. #24, Portland, OR 97221. For more information call (503) 297-7010 x204.
WHAT’S NEW IN THE MARKET 1. Nature’s Secret for Beautiful Hair
2
Bioken believes that all things begin with nature, and thus all things must return to nature. Knowing that beautiful hair starts with a healthy scalp, Bioken has created Enfanti Scalpi, a refreshing massage emulsion that provides gentle exfoliation of oxidized oils and dirt on the scalp. Enfanti Scalpi purifies, stimulates and fortifies the scalp and hair with natural active ingredients such as ginseng, henna, horseradish and saponaria extracts. Scalpi detoxifies the hair and scalp and also soothes and heals dry, itchy skin. Specially formulated to emulsify residue, it nourishes hair and scalp with vitamins, minerals and nutrients, which helps to promote healthy hair growth. To deep clean hair and scalp, use Enfanti Scalpi as needed before shampooing. Simply apply onto dry scalp and massage into hair and scalp for a few minutes. Rinse thoroughly, cleanse with appropriate Enfanti Shampoo and follow with Enfanti Conditioner or Enfanti Treatment. For more information on Bioken, Inc., or the Bioken Enfanti brands, please visit www.thebioken.com.
1
3
2. Dramatically Decrease Blow-Dry Time
Clients love the look of a professional blow-out, but don’t always have enough time to spend in the chair for you to work your styling magic after their cut and color. Then, once they get home, they can have difficulty replicating the look. That’s all about to change, thanks to the launch of Kenra Platinum BlowDry Spray, an advance-dry, thermal protectant that puts the power only a professional product can provide into their hands. Kenra Platinum Blow-Dry Spray is packed with evaporative silicones that instantly pull moisture out of the hair, helping it dry faster to dramatically decrease blow-dry time—saving time in the salon and client time in the morning at home. What’s more, Kenra Platinum Blow-Dry Spray provides instant thermal protection up to 428 degrees against the damage and breakage that repeated heat styling can cause. The lightweight formula is rich with argan oil and jojoba oil, perfect for detangling, smoothing and softening the hair, as they add extra protection and gorgeous shine. Kenra Platinum Blow-Dry Spray also helps eliminate frizz and helps the hair resist humidity, so blow-outs last longer. The Kenra Platinum products provide optimum results. Learn more at www.kenra.com.
4 5
3. Aloxxi: A Brand New Personality
How can a client relate to their hair color if it is just called 9N or 7P? Where is the style, the attitude, the FUN? Now, what if they could say they are also a Roman Goddess or Florentine Dream? Giving color a new life, Aloxxi is re-launching the brand to include 13 new CHROMA colours, 4 new TONES and a whole new attitude. Aloxxi’s CHROMA permanent crème colour is a low-ammonia formula that creates vibrant, stunning, multi-dimensional color with superior grey coverage. A proprietary, anti-aging botanical base leaves hair healthy, soft and with a beautiful, brilliant shine, resulting in consistent, rich, long-lasting color to fulfill the stylist’s creative vision. Aloxxi’s TONES no lift demi-permanent colour enhances and intensifies hair color, refreshes permanent hair color, tones pre-lightened hair, adds lowlights, blends grey, conditions and adds shine, resulting in rich, long-lasting color that stays true to tone. Giving artists the tools they need to create, Aloxxi will elevate both the stylist and their color. For more information visit www.aloxxi.com or call (877) 512-7131.
Rashell Masc-A-Gray
Hair Color Mascara
4. Say Goodbye to Stray Hairs While Traveling
Mehaz Professional introduces the Tweezer Catty, a full-size red and white polka dot slanted tweezer in a durable protective case. The designer 3-3/4” tweezer with stainless steel slanted tip is European-made for precision tweezing. The protective case with coordinating design protects both the tweezer and items it comes in contact with which makes it perfect for purse or travel. Mehaz Professional offers the premium line of professional implements, each covered by the Mehaz Lifetime Guarantee. Mehaz Professional is owned by Spilo Worldwide, a leading manufacturer, importer and international master distributor to the professional beauty industry for over 65 years. For more information visit www.mehaz.com or call 888-225-6342.
5. Pain-Free Detangling
Brushing wet hair used to be a big no-no. Not any more thanks to Luxor Pro’s The “Wet” Brush, a versatile detangling brush that massages while it untangles and works through tough snarls - on wet hair. The “Wet” Brush works on all hair types including thick, curly and straight. Made with ultra soft, extremely flexible bristles to work though hair with ease, The “Wet” Brush boasts a soft, rubberized non-slip grip for a secure and comfortable hold for use in or out of the shower. Using ball tipped bristles; this unique brush works to massage and detangle simultaneously and can be used on either wet or dry hair. The “Wet” brush is available in an assortment of bright, bold colors including: Yellow, Blue, Pink, Sky Blue, Lavender and Black. For more information, please visit www.jdbeauty.com.
Have your product considered for the Stylist & Salon’s What’s New section. Send press releases with a photo to Managing Editor Lisa Kind at editor@stylistnewspapers.com or mail to Stylist & Salon Newspapers, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221.
Rashell Cosmetic Masc-A-Gray covers gray roots instantly, so your client’s color always looks salon-perfect! Masc-A-Gray dries in a minute and stays on until shampooed out. Easy to apply and water-resistant never flakes or stains! Also excellent for mustaches and beards! Now available in twelve colors. Order now for immediate delivery.
800.984.7600 rashellcosmetics.com TEXAS STYLIST & SALON | FEBRUARY 2011 | 15
JKS_StylistonepageJan2011.pdf
C
M
Y
CM
MY
CY
CMY
K
12/9/2010
11:46:09 AM