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The views and opinions in the articles herein are not to be taken as official expressions of the publishers, unless so stated. The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles herein, nor do they so warrant any views or opinions offered by the authors of said articles. No part of this publication may be reproduced in any form or by any means, including photocopying, or utilized by any information storage and retrieval system without written permission from The Industry Source. Prices subject to change without notice. Not responsible for typographical or misrepresented items in catalog.

Aimee Gurski, [email protected]

Design Staff:Jon Schofield, Creative DirectorShelly Schroeder, Senior DesignerAmy Bowen, DesignerSusan Stevens, DesignerLauren Walton, DesignerJen Boley, Advertising

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theindustrysourcemag.com

Cover Photo: Kemon Italian Touch S/S 2010 Collection

Contributors: Leslie Lyon, Christina Pomoni, Lisa Murray, Al Auger, Sophia Farina, Michele Pariza Wacek, Jill Wright

© 2010 tng worldwide. All rights reserved.

20page

Knowing your most

profitable services is essential

for planning an effective

growth strategy. This step-by-

step article shows you how to

calculate key margins.

FEATURES34Bringing the Outside InProfilo Wellness Center enlists the culture of Disney to create a unique business model. Owner Alfredo Speziale shares how a philosophy of equality and competition have driven the success and growth of this Boston-area salon.

36 Past & FutureThe latest Italian Touch collection from Kemon turns its attention to four distinct moods expressed on this season’s runways. From the romance of “vintage lingerie” and street savvy looks inspired by past decades, to modern looks of the future, this collection calls us to make a statement.

42 His Spa: Winning Male ClientsJust in time to prepare Father’s Day promotions, get a glimpse inside the male client’s perspective. Insight from Doug Coburn, esthetician, reflexologist and co-owner of Bode Spa for Men, North America’s only all-male staffed spa that caters primarily to men’s needs.

56 Put Your Beach Foot ForwardSummer fashion and tropical destinations are the inspiration for this season’s must-have polish and lacquer colors. See the shades clients will be craving, along with beautiful durability from CND’s latest technology, Shellac.

58 Inspiring DesignBoard Certified Master Colorist Vasken Demirjian has created an amazing space that emulates his philosophy of beauty, creativity and design. He worked with European-minded designers and architects, and turned to The Pavilion to furnish this inspiring salon he calls “a colorist’s dream.

66 Fill Your BooksGroupon brings the power of collective buying to consumers in 41 U.S. cities and growing. Find out what it is and how it works. See how two salons used Groupon to grow their client base and fill their open appointments.

Service & Product Margin

ANALYSIS

14 THE INDUSTRY SOURCE May/June 2010

MAY/JUNE 2010

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CONTENTSTHE BOTTOM LINE18 Message from the CEO20 Service & Product Margin Analysis24 Best Accounting Techniques for Small Businesses26 Know Your Key Performance Indicators28 Do Your Pricing Strategies

Maximize Your Profits?

INNOVATESPECIAL SECT ION: KEMON30 A Total Transformation32 Kemon Coaches’ Corner34 Bringing the Outside In36 Past & Future: The Italian Touch Spring/Summer 2010 Collection

CONNECT64 Ask the Industry66 Fill Your Books68 Best Tips for Nail Techs 70 Book Review: The Connectors72 S.P.A. at The Pavilion: Schedule of Courses74 TheAcademy: Schedule of Courses76 Reader’s Response78 Bing Cherry Lemonade

RESULTS80 Ad Index80 REFLECTIONS of Beauty, Things We LOVE81 thebeautybook Sale!92 The Industry Source Exclusive Sale!96 The Last Word

WIN 7 Success Secrets to Take 38 Control of Your Life & Finances

His Spa: Winning Male Clients 42 Over 90 Years of Product Innovation 44

JUST IN!

New Products 46

IMAGE Salon Marketing: Image Matters 54

Fire & Ice 56 Inspiring Design: Vasken Demirjian 58

Are you Creative? 60 Reduce Your Rent 62

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The BoTTom line | message from the ceo

18 the industry source May/June 2010

la

rr

y g

ay

no

r, p

re

sid

en

T &

ce

o

When it comes to numbers, there is no better cliché than “the bottom line.” When it comes to

running a business, too often we are focused on everything but the bottom line. These days in

particular, the bottom line counts.

This issue of The Industry Source focuses on the bottom line and what you can do to improve

yours. generally speaking, the bottom line is the difference in what you earn and what you spend.

The more you earn, the better the bottom line (black ink). The more you spend, the worse the

bottom line (red ink).

you don’t have to own a business to pay attention to the bottom line. personal finance is just

as relevant. Then again, you don’t even have to think of finance either. you can use the same

logic when it comes to weight control, and personal goals such as advanced education (should i

study or party?).

since i’m a numbers kind of guy, i am shocked at how many small business owners don’t know

their bottom line. more than 90% of salon owners that i know don’t prepare a monthly financial

statement and for most, it isn’t until the end of the year when their accountant tells them that

they know if they made a profit or loss. it’s not a good way of running a business.

another area concerning the bottom line that small business owners don’t get is cash flow. in an

era in which banks aren’t lending, cash flow is more important than ever before. salon owners

generally do not have a bank line of credit and typically use credit cards to finance inventory.

What shocks me is that so many owners will buy huge amounts of an exclusive line direct, pay for

it right away, and then turn the inventory no more than 2-3 times a year. in 2010, cash is king!

on another subject of the bottom line, may/June is Tng’s salons for the cure fundraiser for the

american cancer society. This year we are selling acs cards for $1.00 each. Breast cancer will

be diagnosed in over 220,000 women this year and the bottom line is that regardless of the

economy, we must continue to fight this dreaded disease. i thank you in advance for your support.

Finally we are putting the final touches on thebeautybook fall edition. We are very excited

about an entirely new division we are adding that complements our spa division. more details

will be forthcoming.

larry gaynor, presidenT & ceo, tng worldwide800.362.6245

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The BoTTom Line

Service MarginSUnderstanding which of your services have a good level of profitability and which ones do not is paramount to the success of your business. This information can be included in the development of your yield (revenue) management system, providing you with information that will uncover ways to boost your revenue and help control your costs.

When calculating service profit margins, you need to consider both the a) Gross Margin % and b) Bottom Line Impact.

1. Gross Margin (GM) is the excess revenue that is generated after subtracting the cost of goods sold or the costs directly related to only services, from the service sales. The easiest way to think of cost of goods sold is to evaluate the costs that the business had to incur in order to provide the service to the client. The Gross Margin is then converted to a percentage, as the formula below will demonstrate.

2. The Bottom Line Impact may be explained this way: even though a service may calculate out as having the highest gross margin percentage, this may not necessarily mean it is the most profitable. For example, Option #1 has revenue of $100, a cost of $50, for a GM of $50. This represents a GM% of 50%, but is only delivering $50 in profit. Option #2 has revenue of $1,000, cost of $800, for a GM of $200, or a GM% of 20%. This is a lower GM%, but one sale adds more profit to the business’ bottom line.

Some spa software programs will aid you greatly in developing this information, but in many cases this customized data will need to be formulated by you. If you were to develop this chart in Excel, you would be able to input each of your formulas for quick calculations and even quicker modifications, when the time comes. The “Key” for the sample chart shown is a hypothetical situation and will vary greatly from spa to spa. Remember that the end figure that is being provided to you is the Gross Margin, which means you have yet to deduct your Operating

Costs in order to determine net profitability. You may also wish to insert your Payroll Burden right into this chart. This runs at approximately 10% of the labor cost and includes payroll taxes and insurance. Below is an outline of how you might develop your chart

Develop a chart to calculate Service MarginsColumn 1 – Categorize and list your Service Titles (Facials, massage,

body, etc.)

Column 2 – Record each of the Service Times in minutes

Column 3 – Record each Service Price

Column 4 – Calculate Average Hourly Service Prices for each service (see formula on page 21)

Column 5 – Enter appropriate Product Costs to administer that service

Column 6 – Enter any Miscellaneous Costs you wish to include (linens, studio, etc.)

Column 7 – Calculate what the Service Price minus Costs is*

Column 8 – Calculate your Average Labor Costs to conduct the service (fixed & variable)

Column 9 – Enter Cost of Good Sold (COGS), total of columns 5, 6 & 8

Column 10 – Enter Gross Margin (Service Price – COGS)

Column 11 – Enter Gross Margin % (Service Price – COGS ÷ Service Price)

Column 12 – Rank your services

* After you have backed out all of your costs, this is the figure you may want to consider using to determine staff service commissions or fees for service.

Once you have done this, you may even choose to program your spreadsheet to automatically calculate the average service prices for each department. This will aid you in projecting revenue and payroll expenses for both start-up businesses, as well as on an ongoing basis.

If you were able to skip over some of the hard lessons in business

and fast track through to a few tried and true best business

practices for a profitable, sustainable business, would you? As a

part of our daily job description, we as owners and managers need to

continually work to uncover new and effective strategies for growth.

Opportunities lay in wait around every corner of the spa, often unnoticed

and untapped. Putting even a couple of these practices into place will

reap great rewards at the bottom line. Goals can only be achieved if they

are identified. So, choose your priorities and preferences, and direct your

intentions now, towards change and improvement.

Service & Product Margin AnalysisLook aheaD towarDS change anD iMproveMent

Service Title

Service Time (Min.)

Service Price

Avg. Hourly Service Price

Product Costs

Misc. Costs

Service Price

Minus Costs

Avg. Labor Costs COGS GM GM%

Category Rank

Ultimate Facial 120 $175.00 $87.50 $17.50 $8.75 $148.75 $36.88 $63.13 $111.87 64% 1

Basic Facial 60 $85.00 $85.00 $8.50 $4.25 $72.25 $18.23 $30.98 $54.02 64% 2

Mid-High Range Facial 90 $125.00 $83.33 $12.50 $6.25 $106.25 $27.13 $45.88 $79.12 63% 3

Luxury Facial 120 $150.00 $75.00 $15.00 $7.50 $127.50 $34.75 $57.25 $92.75 62% 4

Mid Range Facial 90 $110.00 $73.33 $11.00 $5.50 $93.50 $25.85 $42.35 $67.65 62% 5

Average Category Hourly Rate = $80.83

tngM_MJ10_20-22 Service and Product.indd 1 4/12/10 11:20 AM

order products 800.362.6245 THE INDUSTRY SOURCE 21

PRODUCT MARGINSNext you will find it beneficial to understand exactly what each of your products are providing you with in terms of gross margin, as well as their bottom line impact, as mentioned above. The standard mark up on branded skin care products is 100%, or 50% gross margin. In other words, if you purchase a product for $50, you sell it for $100. If you are selling private label products, this situation will change dramatically. With private label brands, you can see anywhere from 150% – 600% gross margins, which of course will allow you much greater flexibility with promotions, staff retail commissions and the like. Knowing what you are left with once the sale has been made can be quite an eye-opener.

Although the margins may seem lower than you expected, the reason we must diligently press our staff to increase these sales abilities is two fold: First, retail sales help ensure our clients will return in the future as they see continued results with at home maintenance (what our clients use on their skin 24/7 far outweighs what we can do for them in the treatment room in one hour); and secondly, we have the potential to sell a lot of retail in 5 minutes – much more than we could ever sell in services.

Remember that increasing sales is one of three ways to increase your bottom line. Along that train of thought, the second way to increase your bottom line is to increase your margins; and the 3rd way is to cut costs. These service and product margin analysis spreadsheets will help you monitor all three, thereby contributing undeniably to an improved bottom line. (continued on page 22)

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Even if your software program calculates your average service prices, for your own knowledge, it’s important to understand the formulas by which these figures are arrived at. To calculate at the Hourly Service Price, follow this formula:

Actual Service Price ÷ Actual Length of Service in Minutes = Service Price Per Minute

$175 ÷ 120 = $1.46

Service Price Per Minute x 60 = Hourly Service Price

$1.46 x 60 = $87.49

Do this for each of the services on your menu to arrive at averages for each service department. The global benchmark in today’s spas is $90.00 average hourly service prices, depending on what kind of spa it is (day spa or stay spa), and of course the business positioning within the marketplace.

How to CalculateAVERAGE HOURLY

SERVICE PRICE



The BoTTom Line

Develop a Chart to Calculate Product MarginsColumn 1 – List your Product Title

Column 2 – Record the Product Retail Price (selling price to client)

Column 3 – Insert your Cost % to purchase the product

Column 4 – Calculate what that comes to in dollars

Column 5 – Insert the average Commission % you pay your staff to sell that product

Column 6 – Calculate what that comes to in dollars

Column 7 – Include your Miscellaneous Costs (shipping, receiving, merchandising, etc.)

Column 8 – Enter COGS, total of columns 4, 6 & 7

Column 9 – Calculate your Gross Margin (Product Retail Price – COGS)

Column 10 – Convert your GM to a percentage (Product Retail Price – COGS ÷ Product Retail Price)

Column 11 – Rank you products

The sample chart shown below is useful in demonstrating the hit you take when you discount your retail items, or pay varying commissions to your staff. Please note that these percentages are used for ease of calculation. Costs will vary dramatically from one spa to another and only you can accurately calculate what your costs will be for your particular business.

1. In the first Anti-Aging Treatment Cream scenario, the staff commission is 5% ($7.50) of the product retail price, with miscellaneous costs at 5% ($7.50) of product retail price, which allows a 40% GM;

2. The second scenario has increased the staff commission to 10% ($15.00) of the product retail price, with miscellaneous costs remaining the same at 5% ($7.50) of product retail price. Here you will see that your margin obviously drops by 5% in tandem with the staff commission increase;

3. In the third scenario, we have decreased the staff commission to 7.5% ($11.25) of the product retail price, left the miscellaneous costs at 5% of the product retail price ($7.50), BUT we have also factored in a 15% spring discount ($22.50) to the miscellaneous costs, for total miscellaneous costs of $30. Your gross margin has dropped to $33.75 on a $150 sale, or 23%.

ConCentrate on those Most Profitable serviCes anD ProDuCtsOnce you have determined your most profitable services and products, this information can be used by you on a daily basis to aid you in making important decisions regarding:

1. Marketing efforts – Only spend your money on your money-makers (unless your immediate need is to increase your market share, improve your image or generate awareness).

2. Promotional campaigns – Don’t over-promote your loss leaders.

3. Booking desk – Train staff to suggest more profitable treatments whilst still keeping the guest’s needs a priority. In order to boost revenues, know what you want (need) to sell that day in both services and products, and which ones you need to “cap”.

4. Floor plan – Allot primary space and square footage to most profitable services and products.

5. Staffing requirements – You may want to consider assigning high priced/high margin services to high cost/high expertise staff.

6. Staff Compensation – Profitably align staff incentive pays, including fee for service and retail commissions, as well as your fixed wage scales in line with the service and product margins.

7. Discounting – Only discount services if you can make up the difference in retail, so in other words, only discount “retail-driven” services. If margins are low on products, be careful where you discount to best understand at what point you are starting to lose money. If you are discounting products and services, you should be discounting staff incentive pay.

8. Menu Design – Design your menu to maximize on these profits, not just on sales. s

WRITTEN BY LESLIE LYONABOUT THE AUTHOR:Leslie Lyon is founder and president of Spas2b, a full-service spa development, consulting and training company. Leslie has evolved with the Health and Beauty Industry for more than 30 years and has participated in many aspects of the Spa trade. Today Leslie enjoys her profession as an International consultant, educator, keynote speaker, published columnist and freelance writer. Leslie is also an advisor for numerous committees and associations throughout North America including International Pedicure Association, Board Advisor; Leading Spas of Canada, Education Committee; and National Association of Career Colleges, Esthetic Committee Member. Leslie can be reached at [email protected]. For more information, call 519-585-0626 or visit spas2b.com.

Product Title

Product Retail Price

Product Costs Retail Costs

Misc. Costs COGS GM GM%

Category RankCost % $ Commission % $

Anti-Aging Treatment Cream $150.00 50% $75.00 5% $7.50 $7.50 $90.00 $60.00 40% 1

Anti-Aging Treatment Cream $150.00 50% $75.00 10% $15.00 $7.50 $97.50 $52.50 35% 2

Anti-Aging Treatment Cream $150.00 50% $75.00 7.5% $11.25 $30.00 $116.25 $33.75 23% 3




1_tngM_MJ10_ 23 IBD Ad.indd 1 4/12/10 11:33 AM


The BoTTom line

Accounting Techniques

Keeping accurate business records is imperative for

any business. Especially, if you own a small business

you have to be able to know at any time how

your business is doing in order to improve areas

that need possible improvement and maintain

profitable the areas that do really well.

for Small Businesses

Accounting to any business may also be costly if you don't make the right decision. And the right decision is almost always related to affordability. Do you afford to pay an accountant to keep your business records up to date? This is perhaps the best choice for you because you will always file your taxes on time and you eliminate the possibility of penalty and interest rate charges by the IRS. Besides, by letting the accountant do the job, you have the time to focus on other aspects of your business.

Keeping accurate business records is imperative for any business. Especially, if you own a small business you have to be able to know at any time how your business is doing in order to improve areas that need possible improvement and maintain profitable the areas that do really well.

Qualified accountants are generally expensive to hire. If your business is small with few transactions and you are not making big profits, it doesn't make sense to hire a full-time accountant. After a while, the accountant's salary will be 2-times your business' profits. Alternatively, you can hire a part-time bookkeeper or a freelancer to keep your books. Another option is to outsource your bookkeeping to a professional accounting firm. These options will guarantee complete financial statements at the end of each fiscal year and timely filing of your tax return to the IRS.

Hiring an accountant

Accounting to any business may also be costly if you don't make the right decision. And the right decision is almost always related to affordability. Do you afford to pay an accountant to keep your business records up to date? This is perhaps the best choice for you because you will always file your taxes on time and you eliminate the possibility of penalty and interest rate charges by the IRS. Besides, by letting the accountant do the job, you have the time to focus on other aspects of your business.

On the other hand, if you cannot afford an accountant, you would need to keep your accounting records using a computerized accounting package. It easy, straightforward and you can save both time and money into learning it and using it, while ensuring accurate business records. In particular:

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Accounting Techniques

for Small BusinessesUsing an accounting softwareNowadays, many small business owners do their own accounting due to the existence of computerized accounting packages. If you consider setting up an accounting system in your business to get accurate reports on your business performance, you need to consider the cost of initial setup and the training that will be necessary. The key in taking full advantage of the software's potential is to input correct information. Besides, most accounting packages come with telephone and e-mail support to anticipate any unexpected problems. Also, it is to your best interest to have back-up support for a monthly or annual fee in order to get instant help for any inquiries you might have.

Depending on the size of your business and the type of reports you need to issue at the end of each fiscal period, you have to choose the right accounting system. If your business is really small, you may require a simple book-keeping accounting package, which allows you to enter sales, bank transactions, expenses and purchases that you make for your business. You may download such simple accounting packages from the Internet, but make sure they are accredited by the American Institute of Professional Bookkeepers (AIPB).

A more detailed accounting system will integrate stock control, credit control and payroll features or even standardized business stationery that would be compatible with a particular type of printer. Some of the most broadly used accounting packages are Intuit QuickBooks, AccountEdge, MYOB, and PeachTree, which all range from the basic package to a more detailed accounting system depending on your business requirements.

No matter what your final decision will be, it should be based on real facts. If you decide to keep your book records on your own, make sure that you regularly input information in your Excel spreadsheet of your income and expenditure. Also, make sure you keep receipts of all business expenses incurred to use them at the end of the financial period. Good record keeping is vital in the event of any IRS checks or audits. If you decide to computerize your accounting system, you will definitely minimize human error and you will save time and money.

But, make sure that the accounting package you buy is 1) the one that matches your business needs, and 2) accredited. Do your research before buying an accounting package that doesn't meet your business requirements.

Finally, before deciding on the options discussed above, familiarize yourself with the rules of small businesses and the legal repercussions on accounting requirements as the definition of small business varies significantly in different locations and countries. ▲

WRITTEN BY CHRISTINA POMONI

ABOUT THE AUTHOR:Christina Pomoni acquired her MBA Finance from the American College of Greece. Her advanced familiarity with financial statement analysis, capital budgeting and market research has been acquired through her professional career at high-esteemed organizations. Living in Chicago, Boca Raton and Paris has helped her not only to be a successful professional, but mostly to see life under a more creative and innovative perspective. Since 2005 Christina has provided high quality writing services to Helium.com where she is also appointed as a Channel Steward of Economic Values. She contributes her knowledge and expertise to several websites and research companies. Her areas of specialization are Business, Finance & Investment, Society, Politics & Culture. She also has a very good knowledge of Entertainment, Health & Fitness and Computers & Technology. Christina recently launched her own writing company, analysiswriting.com.

tngM_MJ10_24-25 Best Accounting Techniques.indd 2 4/12/10 11:38 AM


How will increasing the Retail Success Rate affect your Spa revenue? Better yet, what would it look like if you increased the RSR and the average sale per transaction?

You will see that in Scenario #1, with 20 appointments, at a 50% success rate, we generate $500. In Scenario #2, by increasing the success rate to 75% from 50%, we have boosted revenues to $750 with those same 20 appointments. In the best Scenario #3, in tandem with the success rate increase, we have now also boosted the average sale per transaction to $75 from $50, generating a substantial increase in revenues from those same 20 clients. This is not pie in the sky; these are feasible, realistic increases that can occur over time if you set your intentions on improvement. This kind of increase on a daily basis can equate to thousands of dollars going directly to your bottom line. This kind of pay back comes when you do two things: 1) Put the tools into the hands of your staff, including product training and product availability; and 2) Install support systems, including encouragement and rewards.

Other metrics may include:1. Rooms Utilization percentages of maximum2. Staff Productivity – Retail and Service Sales contributions3. Average Ticket Price & Items per Transaction – Per employee

and as a business whole4. Retail to Service Percentage OR Retail as a percent of revenue 5. Percent Retail Conversion Rate on Traffic – Turning walk-ins into customers6. Inventory Turnover & Average Age of Inventory7. Customer Retention – Measured by the individual and as a business whole8. Sales per square foot – Broken down into both service

and retail categories. s

WRITTEN BY LESLIE LYON

ABOUT THE AUTHOR:Leslie Lyon is founder and president of Spas2b, a full-service spa development, consulting and training company. Leslie has evolved with the Health and Beauty Industry for more than 30 years and has participated in many aspects of the Spa trade. Today Leslie enjoys her profession as an international consultant, educator, keynote speaker, published columnist and freelance writer. Leslie is also an advisor for numerous committees and associations throughout North America including International Pedicure Association, Board Advisor; Leading Spas of Canada, Education Committee; and National Association of Career Colleges, Esthetic Committee Member. Leslie can be reached at [email protected]. For more information, call 519-585-0626 or visit spas2b.com.

Scenario 1 Scenario 2 Scenario 3 (Increase (Increase Success Rate) Ave. Sale)

# Of Appointments 20 20 20

Number of Sales 10 15 15

% Success Rate 50% (# of sales divided by appointments)

75% 75%

Average Sale $50 $50 $75

Total Sales $500 $750 $1,125

Know Your Key Performance Key Performance Indicators are your Spa's measures of success. KPI's measure your Critical Success Factors (CSF) and CSF's are what your Spa must excel in, to succeed at doing business. There are KPI's for both retail and services. Choose your Spa's top priorities make the decision today to measure and monitor your KPI's for immediate improvements by tomorrow.

Depending on who you talk you, different levels of importance will be placed on different metrics. It will be up to you to do your research and uncover the ones that are best suited to your business. The two key benefits to monitoring your metrics are:

1. They provide the absolute best opportunity for you to run in-house team-based campaigns with your staff. In this way, metric monitoring can actually help build team morale. If you take the time to carefully orchestrate these campaigns with your staff, you get staff buy-in. Staff buy-in means results and results mean rewards.

2. And the rewards don't end with the staff, in fact the biggest reward of all sits on your bottom line.

My favorite metric is the percent retail success rate from booked appointments. This measures your staff's ability to sell retail in relation to the number of appointments that are booked that day. By basing sales on the number of available opportunities, we are focusing on whether or not the client is actually buying, as opposed to how much they are buying - so it's a very good place to start. If one staff member has 10 appointments booked that day, she has 10 opportunities to make a sale. It is a strong indicator of whether or not we have good staff incentives, training and follow-through procedures in place. If the opportunities, or appointments are limited that day, in tandem with the usual retail sales training we provide our staff with, we should be continually encouraging and rewarding staff who are able to increase the dollar amount they are selling, to fewer available clients. In other words, rewards may come to those staff members with the best increase in sales month over month, as opposed to those who just have the highest dollar amount in sales.

Formula for calculating % Retail Success

# of Retail Purchases (Actual) 10 # of Appointments (Potential) 20 = % Success Rate 50%

Is a 50% success rate good enough? I don't believe it is, it should be 100% - every client should purchase at least one retail item, every time they have an appointment. So how do you improve upon this result? Run an internal staff campaign!

Indicators

The BoTTom Line

tngM_MJ10_26 Key Performance Indicators.indd 1 4/15/10 11:39 AM



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The BoTTom Line

According to Tony Cuccio, founder and CEO of Cuccio Naturalé, Cina Pro and Star Nail, salons need to be investing in retail merchandise. “Here is one case where salons can borrow money and the investment in inventory can earn them a return,” Tony says.

He says the biggest mistake salons make is working on a tight budget, not carrying enough inventory, and then not having funds available to purchase inventory when stock runs out.

Then, salons can make more money in retail sales by increasing commission to employees. “Paying employees a 10% commission on retail products has held the industry back,” Tony says. “Increasing retail commission to 15% or 20% increases the motivation for employees to sell retail.”

A larger commission incentive can drive retail sales, and it won’t cost the salon as much as they might think. For example:

• At 10% commission, $100 in retail sales earns net sales of $90, a gross profit of $40 and the employee takes home $10.

• At 15% commission, the same $90 in net sales only requires $106 in retail sales, and the employee takes home $15.90.

• At 20% commission, the same $90 in net sales only requires $112.50 in retail sales, and the employee takes home $22.50.

The cost to the salon of offering increased commission can be offset by an increase of only 20% in retail sales (selling $120 for every $100 in previous sales). With the added motivation, net sales and sales volume will increase, resulting in more revenue for the salon overall.

1. Competitive pricingThis is where you study competitors pricing and align your pricing around your competitors price, depending on how you position your products and services.

2. Cost plus mark-upInstead of considering competitive pricing, review your own cost structures — if you are more efficient than a competitor or better at buying you may be able to price lower and offer products of similar quality, or you may be able to enjoy higher profit margins! Be careful to ensure that your pricing is in line with customer expectations or you may not find yourself in a competitive position.

3. Loss LeadersA common marketing strategy where a desirable item is sold at or below cost to attract new/more customers. Combine with an up-selling or cross-selling strategy to achieve profits short term. This is an ideal strategy to use if you want traffic through your shop.

4. OverstocksExcess inventory can be sold at a strong discount to avoid storing or discarding it. Useful when you need to minimize losses. Inventory management is a higher priority than profit if you are using this strategy. Overstocks can also be used as a loss leader if the product is desirable.

5. Bundling and quantity discountsReward customers for bulk purchases by offering quantity discounts or bundling complementary products. Bundle overstocks with popular items to avoid overstock sales. Bundle a new product with established products to build awareness. This is a great value-add strategy and should not be confused with regular ‘no purpose’ discounting!

6. Membership, loyalty programs or trade discountingKnowing what an A+ customer looks like for your business can help you segment and attract business from profitable customer segments by offering special prices. You can use selective discounting, percentage off savings or other rewards to keep these clients loyal.

7. VersioningThis strategy is very useful for services and technical products. The same basic product or service is sold in a number of versions. This is where you see free trials or basic versions available very cheaply. Consider adding upgrades, additional services or risk management type products (e.g. warranties, insurance, etc.) to your base product as well.

Do Your

Pricing Strategies Maximize Your Profits?Pricing strategies are often the last marketing mix tactic that most business owners consider important, but the first to get attention the moment sales decrease! Maybe you’ve never considered how your pricing strategies can maximize your profits. Here are seven pricing options you can consider when initially setting your prices:

You may be wondering where discounting fits in. As a business coach, I teach my clients to try many other pricing strategies before discounting — it really is the pricing strategy of last resort. When you start discounting, everything including your profit margins will go downhill from there. Of course, there are many other pricing options to consider; however, these are good basics to consider when deciding how to price your products and services. s

WRITTEN BY LISA MURRAY

ABOUT THE AUTHOR:Lisa Murray is a business mentor and coach focusing on peak performance, business startups and helping stressed business owners regain control of their life and business. Her holistic techniques help small business owners solve their biggest challenges with ease. Lisa has worked with hundreds of business owners in many different industries. through REVIVE Business Coaching, Lisa offers personal coaching sessions, workshops and seminars. She is known to revive profits, people and perspectives! Visit revivecoaching.com.au.

Let Commission Incentives Drive Your Retail Sales

Tony Cuccio

tngM_MJ10_28 Pricing Strategies2.indd 1 4/12/10 1:34 PM






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INNOVATE

Many salons and spas are owned and operated by someone

who happens to be a stylist, nail tech or esthetician, but

Linda Young says she’s a business woman who just so

happens to own Signature Design Salon & Day Spa.

For 20 years Signature has served their community through several owners and a variety of names. Without any industry background, Linda purchased Signature in January, 2009 to fulfill her dream of owning her own business in a people- and service-oriented industry. Being totally focused on running day-to-day operations has allowed her to lead with a different kind of energy and sense of purpose than might be possible for an owner who’s also behind the chair.

“We are grateful to Linda for bringing energy, inspiration and encouragement to us,” says Reba Peterson, a stylist at Signature for the past 9 years. In the past year we have made great moves in the salon and the community.”

Before Signature, Linda provided quality control services to manufacturers with a variety of experience in production management, customer service and sales. This taught her core customer service values and the importance of giving the best quality work on every project. To her, both physical and psychological environments of a business are key, including the look and feel of the space, and how people look and feel within it. As owner, Linda’s goal is to provide the tools and support needed to foster an atmosphere of creative freedom. She knew from the beginning that the salon had a phenomenal space and a team of genuine individuals committed to their craft. She regards them as the true heartbeat of the business.

“When I came, the team welcomed me in,” says Linda, “and they extend that welcome in how they serve their clients.”

Signature offers a warm, family environment that feels like home with 12 stylists (three also provide nail services), and six nail technicians. Their team includes two certified massage therapists and four stylists who are trained estheticians. Everyone on staff knows a client’s name – even if it isn’t their client.

One of Linda’s first goals was to look at the products and determine what was needed. She wanted to find a non-diverted product line that clients and staff could believe in, offering flawless, brilliant color and incredible shine. She wanted results that would stand out so people would notice and ask clients where they got their hair done. It was important to choose products with both the stylists’ and clients’ needs in mind.

“Whenever I found a product that might be a good fit, I’d set it on the backbar with a note for the stylists try it on clients and take it home,” Linda says.

Working with input from staff, she ultimately chose to bring in Kemon color. The stylists are excited to be working with it, both for the performance and for the clients’ reactions. Kemon offers everything they wanted, along with PPD- and ammonia-FREE choices that are better for the health of stylists and clients.

She expanded the retail selection with Kemon’s Liding Life and Hair Manya. Education is part of the Signature service, so whenever a product is used on a client, they explain to the client why it is being used and how it is applied. The goal is to encourage clients to use products best suited for their hair. Doing so has been successful in driving retail sales.

“Clients are realizing that by using a professional product, it really makes an exceptional impact on the overall wellness of the hair,” Reba says.

Signature has developed their reputation on a phenomenal 90-minute spa pedicure. The service includes a eucalyptus mask, a sea salt scrub and a superior massage from knee to toe. In the spa, they recently added Axxium soak-off gel service, aromatherapy and a body scrub service to the menu.

Another goal Linda is achieving this year is developing a strong internet presence with a new website. For special promotions, direct mail postcards get the word out. They also use appointment reminder and confirmation calls as an opportunity to tell clients about potential openings, new spa services or community initiatives such as food drives or toy drives.

Linda is bringing new ways for Signature to step up and engage with the community. For example, they are partnering with an area department store for a “Hot Prom” fashion show. They are providing nail services and updos for the models, and they will have a table at the event with giveaways to promote their services.

“I believe that God has a plan for me to be here at this time, and I’m ever so grateful,” Linda says. ▲

WRITTEN BY AIMEE GURSKI

Wyoming, MI • 616-530-0440 signaturehairandspa.com

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innovate

Spring Coaches’ Training Events

Aaron Michael Kosiba, National Technical Coach

Coaches’ Corner

Kemon Coaches learn to create the latest fashions and have access to the newest products as soon as they debut. Over the past few months, Coaches gathered at The Kemon Academy in Farmington Hills, Michigan for several training sessions featuring the Italian Touch Spring/Summer 2010 collection.

In early February, Coaches from the Kemon Artistic Team (KAT) and Kemon Technical Team (KTT)

were evaluated, and other Kemon Coaches were given the opportunity to try out for these elite national teams. National team members provide education to hairdressers at the salon and show level, participating at shows and events throughout the year. The two-day event also included education

color, cutting and styling techniques from the Spring/Summer collection. National Artistic

Coach Robert DeBartolo led the KAT with cutting and styling, while National Technical Coach Aaron Michael Kosiba gave instruction on color to the KTT. The next day the teams came together and presented their combined looks.

In March, Kemon international educator Angelo Labriola came from Italy for the official presentation of the entire Spring/Summer collection. He worked hands-on with the Artistic Team for an in-depth look at what goes into the creation of each look. See the new collection on page 36!

Interested in becoming a coach? For more information on requirements and to download an application, visit kemonacademyusa.com or call 800.511.6190

When you’re the National Technical Coach for Kemon, you’re no stranger to hotels and airports.

Aaron Michael Kosiba is a man on the go, hitting the road two weekends a month and making frequent trips to salons in California, Chicago and throughout the east coast. When he’s not hopping the next red-eye out of L.A. or giving a class in Boston, you can catch him behind the chair at Cole Street Salon and Spa in Birmingham, Michigan or at home playing with his three energetic young sons.

“It’s challenging working with travel and juggling time behind the chair,” Aaron Michael admits. “But I’ve made great friends throughout the U.S. The relationships and talent you help develop as a coach are wonderful. It’s all about passion and taking as much as you can from the experience.”

On his latest trip to California, Aaron Michael visited three cities in four days, with stops at multiple salons each day. First he spent two days in L.A. for coaches training and in-salon demos. He and Robin DeBerard, Kemon Technical Director for California, worked with 15 new Kemon Coaches on presentation skills and product knowledge. Coaches learned how to create change and inspire hairdressers through education.

From L.A., Aaron Michael flew to San Jose where he met with salons and presented a Formulation Edge Troubleshooting course that focused on application and color formulation for truer results. It included solutions

Willing to Travel

to frequently asked questions with the various Kemon color lines, as well as on-the-spot answers to challenges experienced by hairdressers attending the class.

“I feel an amazing pull and draw from our Kemon group in California and the culture they share,” Aaron Michael says. “And I absolutely love being on the road and talking with hairdressers.”

From California, Aaron Michael went on to present at the Chicago launch of Performance HD. He provided Chicago Coaches with product knowledge and

technical skills to achieve brilliant results from Kemon’s next generation of hair color. Effigy Salon in Elmhurst, IL hosted the event.

Back in Michigan, Aaron Michael has been traveling across the state with TheAcademy on Tour. In Traverse City he worked with Coach Jackie Gallinat, giving an inspiring show featuring Actyva and Performance HD and showing all the looks from Kemon’s newest Spring/Summer collection. His technical-based demonstration featured simple techniques that the hairdressers can take back to the salon, including color corrections.

The month of March wrapped up for Aaron Michael with a sold-out Color Lab I course at TheAcademy in Grandville, just outside of Grand Rapids, Michigan. You can catch him in action again at two upcoming courses: Kemon Blonde Solutions on June 7 and Hair Manya Build on Basics Cutting on June 21. Both will be held at TheAcademy in Farmington Hills, Michigan. For more information, see TheAcademy education calendar on page 74 of this issue or visit tngworldwide.com/education. s

tngM_MJ10_32 Coaches Corner.indd 1 4/12/10 2:08 PM

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“This was a bombshell,” Alfredo says. “We grew 25% every year from 1999. After Westborough hit 55 employees we sold the Boston business. It was difficult to change people’s minds there. They couldn’t see how they could make the same money working 30 hours a week as they were making working 50 to 55 hours a week. Some left because they felt uncomfortable with the new culture, but those who saw the potential embraced it.”

At Profilo, new employees receive 12 weeks of training from Alfredo to learn the culture and his standard of quality. He hires apprentices, not assistants, and teaches them how to make the client feel comfortable. They receive psychological training to build self confidence. They are taught to be always actively working, to approach the client gently and to learn the client’s interpretation of her current look.

The trust and collaboration Alfredo depends on for Profilo’s success is something that he extends in his relationship with his distributor. Alfredo has been working with Gary Finizio, founder and president of GF Distributors since his first business back in Cape Cod. Alfredo values the partnership he shares with his distributor as much as the quality of the products. Education is very important, and GF provides color and cutting training to Profilo every five weeks. When GF introduced Kemon, Alfredo trusted that it would be the right brand for Profilo. His instincts were correct, and the hairdressers love the richness, shine and moisture they can achieve with Kemon.

At Profilo, each client is everybody’s client. In a consultation, they educate the client on how others see her from all directions, not just the from the front as the client sees herself, and they talk about the upcoming service touching on all five senses, including a visual reference to create a strong connection even before the service begins.

Alfredo thanks his wife for opening his eyes to this unconventional approach to culture and operations. He is happy to say that despite the recent economic situation, Profilo never experienced a downturn. He compares the salon to an art gallery: the painter paints all day, but it takes a marketing person to clean the gallery up and put on the gala. Likewise, it takes getting everyone on board to create success at Profilo. s


With more than 30 years experience as a hairdresser and salon owner, Alfredo Speziale uses a unique working culture of equality and transparency to drive growth at Profilo Wellness Center.

Over the years Alfredo has owned several successful salons. Early in his career he worked hard, for shifts lasting 12

hours or more. His first salon in Cape Cod outgrew the location after only two years in business. Then he

spent a few years owning a salon in Italy, where he discovered very different expectations from clients.

“In Italy, the clientele directed the hairdresser, and you performed for them,” Alfredo says. “This was very different from the mentality going on in the U.S. at the time, where the hairdresser was the star and decided what was best suited

for each client.”

Coming back to the U.S., Alfredo opened a salon in the financial district of Boston. He focused on providing

a thorough consultation to ensure the client received what they wanted at each visit. But something was still missing. At

the time, Alfredo’s wife Denise was a student at Harvard Business School. As a class project, she developed a business plan for a spa that her professor offered to invest in. Instead, Alfredo and Denise used that plan to open Profilo in the Boston suburb of Westborough in 1999.

They enlisted the consulting services of Robert Farwick, Intercoiffure educator and founder of “The Ultimate Success Manual.” Robert had gone to Disney to study their organization and culture. His philosophy was that a professional should require only six hours a day to work, and if you can’t make your financial standard in those six hours then you should change careers.

Adopting principles from the Disney model, Robert, Alfredo and Denise created a comprehensive guide to employee goals, training, customer service, business planning and operations management. They divided the organization of the salon into many systems: color, spa, HR, finance, marketing, etc. Each system was given a leader – not a manager.

The biggest cultural change was that everyone was paid exactly the same hourly wage with a slight commission rate for service or retail. Sales reports were posted to everyone on a weekly basis. This created transparency in operations and profitability, and fostered competition by forcing low performers to aim towards the level of high performers. It also established an equality, trust and company loyalty.


innovate

World headquarterstng worldwide23200 Haggerty Rd.Farmington Hills, MI 48335(800) 511-6890tngworldwide.com

WestBassett Salon Solutions1595 N. Main St.Orange, CA 92867(877) BSS-9288BassettSalonSolutions.com

MidWesttng worldwide3010 Woodcreek Drive, Suite J-1Downers Grove, IL 60515(708) [email protected]

NortheastGF Distributors INC34 Linnell Circle Billerica, MA 01821(978) [email protected]

“We know exactly what the client needs and really wants, we show them that,

and they love it,”

—Alfredo Speziale

Bringing the Outside InA Boston-area salon enlists the culture of Disney

tngM_MJ10_34 Profilo Salon.indd 1 4/12/10 2:32 PM

“We have all been touched by cancer,” says Larry Gaynor, president and CEO of tng worldwide. “Partnering with ACS helps us work together to stop the continuance of this devastating disease. We very proud to be a National Corporate Team Sponsor and we believe we can raise awareness, change lives and most of all, make a positive impact in the fight against cancer.”

For more information about American Cancer Society, call 1.800.227.2345 or visit cancer.org.

ACS Five Star Investor

★★★★★

I’m creating a world with less breast cancer and more birthdays.

1.800.227.2345cancer.org/stridesonline

Salons for the CureEach year, during the months of May and June, the professional beauty industry is united in the fight to cure breast cancer. In 2010, TNG has partnered with the American Cancer Society (ACS) to offer donation cards in celebration of the “World with More Birthdays” campaign.

A world without breast cancer is a world with more

birthdays.

Join the nationwide effort to by offering these inspiring cards as a useful, thoughtful way to convey the ongoing message of hope and love. Offer them to clients, family or friends at a donation of $1, $3 or $5 each to display in your salon or spa as a visual show of support. Or, show clients your commitment to the cause by making

a donation on their behalf for doing business with you throughout the campaign.

Over the past decade, TNG has contributed more than $1.5 million to ACS. Throughout 2010, we pledge our continued support to ACS through Salons for the Cure, Tell A Friend, Making Strides Against Breast Cancer and The Tiffany Awards, a charity fashion event.

To order, call 800.362.6245 or visit theindustrysource.com.Available through June 30 (or while supplies last)

$1 DONATIONItem #ACS$1




INNOVATE

Past & Future forces us to make a

clear choice: return to the past with

a nostalgic spirit or dive headlong

into the future with no regrets. This

collection turns its attention to four

distinct moods expressed on this

season’s runways.

PA ST & FUTURESPRING/SUMMER 2010

tngM_MJ10_36-37 Kemon IT S/S Collection.indd 1 4/12/10 2:39 PM


A street style look inspired by the America of the 70s, 80s and 90s expresses a more individualized style combining influences of hippy, grunge, cowgirl and rock star. Layered pieces alternate with worn jeans and suede and leather accessories. Scarves are back, along with tassels, fringe, braids, feathers – the more you wear the better. “Mix & Match” features long, full lines and natural windblown-like hair movements. The colors are blonds with beige, sand and white play of color.

Men look to African influences to create this season’s ethnic and urban style: technical fabrics and tribal patterns, batik and ikat come together to create chic. The palette is dark, with colors that hark back to spicy tones with an ethnic flavor. “Tribe of the Future” is an ethnic and urban style, featuring short, destructured cuts with plucked effects accented by the use of matte-effect products.

Learn more about Kemon Italian Hair Fashion by visiting KemonAcademyUSA.com or by calling 800.511.6890.

So go ahead and make your choice: whether it be the past or the future, the important thing is to make a statement!

The past comes straight out of grandma’s old trunk: lingerie from the days of yore made with light, lacy and see-through fabrics in powdery shades or in a classic paring of black and white. A romantic style is all the rage; where flowing dresses in innocent colors take center stage, providing a mischievous peek at retro lingerie. In “Vintage Lingerie”, we find triangular lines elongated towards the face with rear volumes at the level of the occipital bone. The colors range from red to gold shades through all the tones of copper. To fully express an extremely sexy retro femininity, the hair is softly waved with locks that delicately caress the face.

In clear contrast to these retro-inspired looks, we find a woman focused on her future, working to survive in the urban jungle wearing outfits with slim lines that show off her vibrant body. The “Urban Warrior” is expressed in technical and camouflage fabrics with a military inspiration, while the accessories are taken from the world of sports. The color palette, ça va sans dire, embodies shades of sand, gray and military khaki. Her look is distinguished by short, geometric cuts, short, asymmetric bangs and intense, clearly distinct colors like mahogany, violet and black. This trend represents a woman who is strong-minded, confident and dynamic, expressing an androgynous femininity. ▲

tngM_MJ10_36-37 Kemon IT S/S Collection.indd 2 4/12/10 2:42 PM


In today’s economy people everywhere are searching for

ways to improve their financial situation and their life. But

coming from a place of fear and desperation, it’s easy to

be sucked in by the schemes that promise you will reach all

your dreams. You commit resources, both time and money,

but you still don’t have what you want. Frustrated and in

more emotional pain, you fall back to your safe zone. And

the cycle is ready to run itself again.

Your success is a matter of getting your emotions in control

enough to respond positively, logically and systematically.

You need objectivity in your life. By applying the following

steps you will be pulled out of mediocrity.

Success Secrets to Take Control of

Your Life &Financial Situation

1 There is nothing without a beginning Everything in life must start somewhere. According to the Bible,

it took 6 days for the Earth to be created. Bill Gates was not always a billionaire. He started in his garage. So whatever it is you desire, you can’t start out in the middle.

If you want to lose weight, quit smoking, be a millionaire, or whatever it is you desire, there is a beginning point. Just like gaining weight started one pound at a time; there is a starting point that leads to the building process. So stop looking for the instant fix. Understanding the process, becoming aware that you are in it, and starting down its road will accelerate your goal achievement.

2 Stop spinning your wheels We have all heard the term ‘cold feet.’ Letting your feet freeze solid

into the ice will only yield you helpless. The world is never static – everything is in constant change. You may choose to embrace it and work with it or you may choose to resist it. The latter choice being much like standing in front of a moving glacier, you will be crushed. However, riding the glacier will propel you effortlessly to your goal. Success is always a personal matter. Your determination to succeed is yours alone. Learning all you can from those before you will eliminate your wheel spinning. Learning the nuances and “tricks of the trade” will all help, but ultimately it’s all up to you to get your wheels out of the mud.

3 Find the WILL and you have the keys In order to find the will, you must find your true passion.

This is easier said then done. It is a more complicated process than can be shared here. It can require the assistance of a catalyst. Most importantly it is a process that cannot be shortcut at all. Despite that warning, many people do not prioritize this step. If you are serious about finding your true passion, then be willing to prioritize this step. If you find that your desire wanes then you probably have shortcut this process.

For example, Brian was a college senior digging for a job upon graduation. He wrote numerous letters to potential employers. He was having trouble formulating this one letter to this one employer with whom he had interviewed. Brian became frustrated and couldn’t get the letter formulated so he asked for help. Brian didn’t need the help, he had written numerous well-formulated letters before. So he was asked why he thought he was having so much trouble writing a letter to this particular company. After Brian was forced to reassess his lack of will to write this letter, he finally concluded that he didn’t really want to work for that company anyway.

So if you think you want something, but just can’t quite get to it, remember find your will. Contemplate it, feel it and understand what having that something will do for you. Remember, it may not be a better house you are seeking. Instead, it might be the ideal family living in the current house that you desire.

win

7

tngM_MJ10_38-39 Seven Secrets Take Control.indd 1 4/12/10 2:48 PM

order products 800.362.6245 the industry source 39



ABOUT THE AUTHOR:Al Auger is a veteran in business development, investing, and finance. He is a consultant/speaker and nationally published author of “Pure Profits.” He is the creator of the CD and Blog programs “In Search of a Profitable Life,”and “Out of Sight Insights.” He is frequently interviewed in the media and works with numerous national companies. Reach him at 888-709-7873 or insearchofaprofitablelife.com.

Many people have listened to themselves sometimes for months or years before really believing that they have hit the target. Once you know you’ve got something that just won’t go away, you are ready to further test your passion.

4 Assess your resources It’s time to take inventory of the resources

available to you in accomplishing your objective. Make a list of the items you need. Identify the items that you have and those that you do not. For most people money is in the “needs” column and in the “don’t have” column. Because of this double listing, money is the single most destructive “bomb” capable of blasting away all dreams. If you are in this situation, revisit step 3 immediately and change the way you view money. Using other people’s money and knowing how to get it is a common practice that has built many companies. The stock exchanges of the world all use other people’s money to raise funds for existing companies to grow. If that thought is too big for you, then keep it simple. There are numerous wealthy individuals out there who are very willing to invest their money in the right venture. It’s up to you to garner the resolve, structure the right opportunity, identify your objectives and then go and find it.

If you find at this point your resolve wanes a bit, or your passion dips, do not give up, this is hard for anyone. Take a breather first. You might just need a break and a rest, or you may just need to revisit step 3.

Whatever the case, stay objective as much as you can. If you quit before you begin, your end result will be certain failure.

5 Plan your attack Once you have made your list, you

will know what resources you will need to acquire. This is the first step to any great plan. If, for example, you require more knowledge or education, you will then need to go and get it. Any goal will fit into this process, including losing weight for example.

How? Your “items needed” list will most likely call for nutritional information and exercise information.

As you complete the steps honestly and thoroughly, you will see your plan unfold. You will feel pulled closer and closer to your definitive aspiration.

6 Re-evaluate It’s now time to take serious notice of your

progress. Ask yourself if you are getting closer to your goal or stuck in place. Stopping, pausing, and thinking are effective and can free you if you are trapped. Learn to question; curiosity may have killed the cat, but there is no evidence that humans have ever met with the same fate. Dig deep. Ask yourself if there is a fresh new approach or something you can do differently to propel you more rapidly towards your purpose. Know that as you proceed in this search, your past experiences become a great resource for assisting you in your future achievement.

7 Adapt, encourage, continue Adapt your plan to the ever-changing

information you are constantly receiving. Maybe you have found a different path that will accelerate your search.

Take a moment to encourage yourself. Be careful here – it must be realistic and not distorted encouragement. Look objectively at how far you’ve come from your beginning.

Continue on your quest with passion and desire, and the belief that these steps hold your keys.

Always re-evaluate the information you are getting as you travel along your search. Remember there is no right way to achieve what it is you are after.

It is a search, a never-ending journey. There is no ultimate destination.

The search is the destination. For every successful actor, executive, doctor, politician, teacher, lawyer or professor there is a different story and path that each one has followed to get where he or she is today. But their search should continue as they learn more about their particular profession. It’s the courage to start the process. It’s the courage to start your own search for a profitable life. Because without a beginning, there is no ending, or at least not the ending you desire. s

WRITTEN BY AL AUGER







tngM_MJ10_38-39 Seven Secrets Take Control.indd 2 4/12/10 2:48 PM

magazine

Complexions Spa for Beauty and WellnessAlbany, NYwww.complexions.com

Mission: “To create a sanctuary offering beauty and wellness services in an environment that supports that philosophy not only for our guests, but also for our employees and for the local environment as well.”

First Place Winnerreceives a cover story in our Nov./Dec. issue and a crystal trophy from Tiffany & Co.

RunneRs up receive a certificate and will also be featured in the Nov./Dec. issue of the magazine.

Each year we seek out the hottest and most innovative salons/spas. The salon awarded in 2010 will be a visionary business with a clear mission and plan to go “over the top” in all of these areas:

• Image

• Design

• Customer Service

• Employee Education

2009 WINNER!

Do you have what it takes?

Denise Dubois Owner

• Service Menu

• Community

Involvement

• Business Goals

EntEr now!theindustrysourcemag.com

Deadline is July 1, 2010.

presented by

Honorable Mentions awarded in these categories:

• Best Nail Salon

• Best Hair Salon –

6 Stations

• Best Hair Salon –

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• Best Spa

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The male demographic represents the biggest potential growth area for spa services, yet the industry continues to fall short in being able to tap this market. It takes the understanding that men have different needs and expectations than female clients.

Recently Doug Coburn, esthetician, reflexologist and co-owner of Bode Spa for Men in Ottawa spoke to his fellow members of the International Pedicure Association (IPA) on the topic of “His Feet: A Glimpse Inside the Male Client’s Perspective.” As an owner of the only spa in North America with an all-male staff and predominantly male clientele, he has valuable insight into catering to men’s specific needs.

First and foremost, he recommends considering men in all aspects of the business, from products and merchandising to décor. Do not assume that men will be okay with feminine overtones of the spa’s décor. Men are more comfortable in a neutral environment and will opt for products that are fragrance-free. When building services for men, start from the ground up. Simply modifying an existing female-centered service for a man won’t be enough to be successful.

The way each service is named and described can have an impact on whether or not it will appeal to a man. Instead of a pedicure, offer a “foot fix” or a “steel boot treatment”. Focus on education and health when talking about treatments and procedures. Explain everything you are doing to your male clients so they understand the benefits behind the process, don’t assume that they know this or aren’t interested.

“Even if the spa’s intent is genuine, be careful HOW you handle him and his questions,” Doug says. “I have heard many, many stories from my male clients about being embarrassed, asking for help, and then being ‘teased’ about their queries because to the staff it seemed humorous that they needed to ask these questions.”

A sampler package for men may be the best way to introduce them to various services. Bode offers what they call the “Test Drive” package, specifically designed for a guy that has never been to a spa. With the Test Drive, they get to try three services in three rooms, allowing the client to get a taste of a service and then continue on the menu theme. The idea is not to get too overwhelmed by any of the three samples. With the Test Drive, the client leaves feeling he has information, has kept his personal space intact and hopefully he made a connection with the facility and staff.

“It’s a winning combo for us, because they normally return and book several treatments,” Doug says. “This is the Perfect gift for Dad, hubby or boyfriend.”

Another good way to introduce men to spa services is by promoting treatments for sports-related trauma. Many men are introduced to spa services through massage. At Bode it remains their most popular service. Doug suggests using a massage treatment as an opportunity to suggest other services. When the massage therapist sees a client’s bare feet, he can suggest foot care


win

Membership in a professional association is one way to add credibility to your reputation as an industry expert. Associations such as The International Pedicure Association (IPA) offer education and resources related to the profession and are an excellent way to stay informed and connect with industry peers.

Founded in 2004, IPA is a leader in health and safety standards in the salon, spa and pedicure industry across North America and also has members in

Bermuda and England. This unique organization is raising the bar of industry standards for its members and consumers

alike. The mission of IPA is to promote safe pedicuring through education and support. This is achieved in part through their multi-discipline advisory board of doctors, industry professionals, and business experts.

“It is very clear that there is a ‘new breed’ of pedicurist in existence, and they are increasing dramatically, to correspond with their increasing number of diabetic and elderly clients,” says Linda Bond, Executive Director. “Pedicuring is not just about pretty feet any more — but healthy feet as well. These technicians are rising to the occasion and seeking out education in order to be on top of the changing needs of their clientele. The pedicure is moving toward a more European technique which also includes a foot evaluation and record keeping of current and subsequent services.”

The expertise offered by the IPA is in support of this health-related pedicure through advanced education, answers to any questions through “Ask the Doctor” and support to its members utilizing monthly webinars and courses, both practical and online. Doug Coburn’s webinar “His Feet: A Glimpse Inside the Male Client’s Perspective” is one example of the education available each month to IPA members. For more information, visit pedicureassociation.org.

Strengthening Expertise through Professional Associations

His Spa–

Winning Male Clients

Father’s Day is just around the corner, and women everywhere

will be wondering what to get that man who already has

everything. This year, take the opportunity to promote

services custom tailored to men’s needs. Most men who have

a positive spa experience become a loyal client for life.

This is the

perfect gift

tngM_MJ10_42-43 His Spa.indd 1 4/12/10 2:55 PM





treatments to address problems the client might be having such as dry, rough, cracked skin or athlete’s foot.

Another common issue for men is problems with their toenails. A damaged matrix from an injury often leads to nail plate issues. In fact, Doug cites nail problems as the most common problem in men that they let go untreated, followed by simple skin and shaving care. Unlike women, who often learn these things from their mothers and friends, men are not taught how to care for their skin.

When men are sitting and waiting during service, such as during a foot soak treatment, use that time to offer a complimentary mini service that introduces them to something new. A mini facial with a hot towel or pain-relieving paraffin dip may open the door to additional services down the road.

Privacy and pain issuesSome of the key issues that men most commonly have with spa services include concerns for privacy and pain. It’s important to engage the male client on his level, Doug says, and this means understanding that he is not looking for social engagement at the spa. Instead, offer a

selection of male-oriented magazines and make accommodations to protect his privacy during service. Instead of a cup of tea or glass of wine, have man-friendly options to offer, such as a beer or a glass of port to help him relax.

In regards to pain, Doug says most men are wimps. Consider the smell, atmosphere and equipment being used for service, and make all attempts for it to be as gentle and relaxing as possible. ▲


Doug’s tips for salons and spas – how to attract and keep your male clients:

• His first experience should be as private as possible

• Keep nail polish away from men; seeing trays of color feels “funny” to them

• For the nervous man, take any extra triggers of discomfort out of sight

• Men are extremely punctual, so be ready for him

• Men have a purpose – to get the service, see the results right away and leave – if they have a positive experience they will be extremely loyal clients for years to come

This is the

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tngM_MJ10_42-43 His Spa.indd 2 4/12/10 2:56 PM


win

How do you research new products?We research new products two ways. First, we have an R&D development center across the street from our Sterling headquarters, where design engineers are always working on new projects. We also mandate that all members of our sales and marketing teams work at tradeshows and talk to stylists directly gathering market research from the field. The stylists know better than anyone what is needed in terms of both new products and improvements to existing products.

What is your best-selling product?Our best seller is our Peanut, and we have several different versions: classic, black, even one that looks like a peanut. What makes the Peanut so popular is that it is strong enough to complete an entire haircut but it can also be used with precision to trim and line up sideburns and neck lines.

Describe your business philosophy.We are focused foremost on providing high quality service with attention to the needs of our customers. This is exhibited most through our service department: we take back anything we sell. Even after the warranty expires, we fix or replace all our professional items with turnaround times in only a few days. In keeping with the high level of personal service we offer all our customers, little things matter. For instance when you call our service department instead of having to go through voice menu options, someone actually answers the phone.

How do you ensure you’re not just contributing to the industry, but leading it?We are always focused on ways to maintain our number-one industry position in the clipper/trimmer category. Because our main focus is clippers and trimmers, that’s all we think about, and it forces us to look at new technologies. We are always looking for ways to expand into the industry, such as through the acquisition of Kayline Enterprises, manufacturing salon equipment including carts and rollabouts in Long Beach, CA.

What is on the horizon for Wahl?In terms of products, we are looking into extended batteries, sharper blades, longer motor life, lighter units, better cordless options, and more environmentally friendly products. In terms of long term stability, we look to differentiate our product line through new opportunities. s

ResponsesfromLanceWahl,

generalmanager,WahlProfessionalWebsite:wahlpro.com

Over 90 Years of Product Innovation: In his lifetime, Wahl Professional founding president Leo J. Wahl applied for more than 100 patents on his various inventions. His career as a manufacturing pioneer began in 1911, when he experimented with a vibrating electromagnetic motor as a student at Sterling High School in Sterling, IL. Over the next 46 years he would go on to create products that revolutionized the salon industry and establish Wahl Professional as the innovative leader in electric clippers and razors, a distinction they continue to hold today.

While studying engineering at the University of Illinois, Leo designed a vibrating medical massager which his uncle, J. Frank Wahl, began manufacturing in his Sterling plant. In his spare time, Leo sold massagers to barber shops, where he saw a need to improve barber tools. When J. Frank Wahl was called to military service, Leo took over manufacturing and began experimenting on an electric hair clipper. His design was patented in 1919 and was the first practical clipper with the drive motor in the hand rather than being in a separate housing. In 1921, Leo purchased the business and incorporated as the Wahl Clipper Corporation.

Wahl grew rapidly, and product lines expanded to include professional hair dryers, shear sharpeners, shears, curling brushes, combs and attachments for hair clippers. In the 1960s they pioneered innovation with flexible-blade electric razors, the Vac Clipper (clipper with vacuum hair pickup) and the first cordless/rechargeable battery-operated hair trimmer.

The 1970s saw creation of a new electronics division offering the world’s first cordless/rechargeable soldering irons, a full line of foot and back massagers with controlled vibration and a hygienic, battery-operated nose and brow trimmer. In the 1980s they developed the world’s first battery-operated facial hair trimmer, the ZeeCurl innovative flat-barrel curling iron, a shaver specifically for black men and a bikini line shaver.

In the 1980s Jim Wahl took over the Wahl Professional division, and under his leadership made it was it is today. International business grew rapidly in the 1990s. A recent innovation was the Tattoo fine line trimmer, featuring a very fine, sharp blade that allows the stylist to create designs and patterns in the hair very easily. Today, Wahl continues to lead the competition in product innovation offering many new corded and cordless haircutting and trimming products for both the professional and consumer.

What kind of company is Wahl Professional today?Wahl Professional is focused purely on the needs of the hairstylist and barber. All of our professional products are built for continuous use throughout the day. We have tight controls on product quality, and all Wahl Professional products are made either here in the U.S. or in Germany where we best oversee that our rigorous quality standards are followed. Our Sterling, IL facility employs 750 people, which is a notable economic contributor to the local community of 15,000. 44

3487

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IMAGE

salon marketing:

Image MattersOne of the most difficult responsibilities for any small business

owner is marketing to new customers and communicating with

existing customers to ensure you continue to win their business.

With intense competition and potentially finicky clients, an

effective marketing communication plan is especially important

for a salon to gain new clients and build customer loyalty.

As a part of my preparation for the launch of a new Quark product in late 2009, my team set out to learn as much about the challenges that small businesses face, and specifically about our first target customer — salon owners. We learned that there are hundreds of thousands of salons in the United States, and we thought, how can we help the owners and employees of these small businesses compete in such an aggressive market?

To better understand the industry, we spoke with salon owners around the nation. A few key challenges bubbled to the top of almost everyone’s list. Finding expert and loyal talent came up often, as did the overall challenge of managing costs. But even above those important issues, salon owners confirmed that client acquisition and retention is a daily concern.

After hearing from salon owners, I believe that it’s possible for salons of all sizes to adopt a multi-touch communications strategy to increase their visibility, traffic, and customer satisfaction. Consistency, frequency, and balancing quality and cost are the keys to successful and professional marketing.

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New LocationTuesday, June 30th

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Palazzolo Salon located in Royal Oak, MI keeps their marketing materials consistent through color and use of logo. Designs by CIE Marketing.

Brand ConsistencyBusinesses look bigger and more successful when there is a consistent and professional look and feel across all of their communications, whether it is in print or online. This can sound like a daunting task, especially for non-designers or non-marketers. But the truth is that many of you as entrepreneurs naturally took the first steps in branding your business when you decided on the name, created or commissioned a logo, and selected the paint colors for your retail space that invokes your personal taste and creates a unique customer experience.

The good news is that there are online services that help extend your brand to your communications by offering an easy way to create professional marketing materials that incorporate your logo and color theme.

To get started, create the basic marketing essentials required to help you promote your business such as business cards, brochures, flyers, coupons, post cards and appointment cards with the help of an online printing service for marketing materials. Here are some things that you should look for in an online service:

• Professional marketing copy: If you’re not a designer, you may not be a writer either. Get a head start by choosing a service that provides marketing copy that is written specifically for the salon industry.

• Color themes: It’s likely that you already have a logo that works for you. Be sure that the online marketing template service you choose allows you to upload your logo AND choose a color theme that compliments your logo.

• Photography: Imagery is a must! You can say a lot with a photo of your immaculate salon or your funky waiting area. Or let a client know you enjoy working as a team with a staff photo. Regardless of the image you select, be sure the service allows you to upload your own photography.

• Stock photos: If the photos from your digital camera aren’t quite what you had in mind, check to see if the online marketing service offers free stock photography. Some services charge for extra images while others encourage you to select from a wide variety of industry- appropriate photos.

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Quality versus CostWhen it comes to marketing efforts, remember that image matters. If you can choose to pay a little more for 250 four-color brochures on high-quality paper versus 500 brochures that are on flimsy paper and feature only two colors, what will the impact be on your client? You might save 10 percent, but at what cost to your image? The cost of the cheaper option might seem like a deal, but consider how it can impact the value of the finished printed piece from your customer’s point of view. And if your current strategy is to print at home, think again. You will normally spend more money on toner — not to mention your time — than if you have it done professionally at a local printer.

Don’t Forget!It may sound like a no-brainer reminder, but sometimes the most obvious information is accidentally left off of marketing material. Before you hit the print or send button, double check that you have included the following on all your customer communication:

• Logo • E-mail address • Location • Website URL • Phone number • Call to action! s

WRITTEN BY SOPHIA FARINA

Communication FrequencyNow that you have your marketing materials, it’s important to create a plan for reaching out to clients on a regular basis. It makes sense to use all the methods of communication (e-mail, mail, and telephone) available to you. Frequent communication creates a relationship that nurtures customer loyalty and drive sales.

Reasons to communicate with clients:• Promotions: Incentivize new clients to come in for a first visit or existing clients to check out another service by offering a free consulting session, a discount on their first appointment or for a referral, or a free sample product. With so many salons to choose from, it’s a safe bet that a client will choose to try one that is offering them a great reason to stop by.

• Show off: Did your staff recently complete an education series? Host an event that allows them to showcase their new cut and coloring techniques.

• Get personal: Create a brochure, booklet, and web page that includes photos of and bios about your staff. Clients will feel more comfortable seeing a new stylist that they already can identify with.

• Gentle reminders: Even the most loyal client may forget an appointment. Help keep your clients on track (and the salon full) by making calls or sending e-mails to customers a day or two in advance of their appointment. Also, if you don’t see your client writing down their next appointment day/time, hand them an appointment card as a little reminder.

• Customer appreciation: Nothing is like getting a fun piece of mail or a cute e-mail when you least expect it. After an appointment, thank your clients with a branded note or a happy birthday wish – whether it’s printed or online, it will keep your salon top of mind and leave your client feeling special.

ABOUT THE AUTHOR:Sophia Farina is director of marketing for Quark Inc. and has been a marketer for nearly two decades, working with both start-up and established brands. With a history steeped in design, Quark serves everyone from the independent graphic designer to huge publishing houses. In 2009 the company launched a new product that wraps its expertise in design and layout into a service for small businesses and entrepreneurs. The new service is called QuarkPromote.com and it helps small businesses easily create richly-designed, professional marketing material. Sofia can be contacted at [email protected].


World TravelerClients heading to the world’s most beautiful cities want to look polished and sophisticated. Offer a makeover package that includes take-home styling and makeup products.

• Highlight, cut and style makeover.

• Kicked-up cranberry manicure to get feeling kind of “cosmo”.

• Makeup makeover with be PRO that includes a fresh color palette for her new look.

for summer travel

107005 Tetra Formula 3

390187 Amber Lavender Aprhodisia Massage

109431 Cuccio Kava Callus Remover

640259 Hair Manya Hi Density

640251 Hair Mayna Adrenaline

313257 be PRO lipstick Mauvelous

520157 Pinnacle Super Dew Luscious Kicked-up Cranberry

520162 Pinnacle Soothing Spa Soak Cranberry

309452 Biotone Exfoli-Sea Salt Glow

309450 Biotone Firmi-Sea Body Mud

768806 CND Tutti Frutti Shellac

vacation prep packagesPromote

Seaside SerenityClients heading to coastal beaches need special preparation to look their best in tropical attire.

• Skin firming body treatment prepares winter skin for bathing suits and beach wear.

• Spa mani/pedi with CND Shellac, chip-free, extended wear nail color that lasts two weeks. It withstands rigorous abuse like walking barefoot on long sandy beaches. For all colors, see p. 48.

The Great OutdoorsAdventure-seeking clients heading to National Parks and outdoor destinations should feel their physical best before setting out for breathtaking hiking, climbing or river rafting.

• Deep tissue massage relieves stress, tension and prepares muscles for active travels.

• Sea Salt Athletic Treatment Pedicure gets overworked feet in shape.

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image

768801 Cream Puff

768802 Negligee

768804 Romantique

768811 Rose Bud

768806 Tutti Frutti

Heading for the tropicsBeachbound jetsetters are the pinnacle of resort-inspired style. Essie’s Resort Collection mimics the signs and sounds of the world’s most exotic destinations. The summer fashion trend is all about mixing and matching, and the Summer Collection color palette allows for the same fun and freedom. Choose Miss Matched for fingers and Pretty Edgy for toes, or whatever you fancy – since there is no more matchy-matchy!

“For the Resort Collection, I wanted to create colors that would reflect a passion for all things paradise. Chic vacationers are known for their island-inspired style and these nail colors add the final, fashionable touches to that look. The Summer Collection was inspired by the vivid pastels at Versace and the splashy florals at DKNY. I created this collection to reflect the youthful, fun-to-wear flirty frocks.” —ESSIE WEINGARTEN, FOUNDER AND PRESIDENT, ESSIE COSMETICS, LTD.

Ready to TravelJust in time for summer, CND introduces the first hybrid nail color, Shellac, that goes on like polish, wears flawlessly for 14 days of high gloss shine, and is removed in minutes. It withstands the most rigorous activities like a day of beach volleyball. Shellac looks like any other polish and protects nails with a resilient mirror finish. Jan’s must-have summer picks are bright pink Tutti Frutti, sensual brown Fedora, textured, metallic neutralIced Cappuccino, fiery red Tropix, and gorgeous cherry pink Hot Chilis.

“The big trends for summer nails are shiny power pink creams, sand-blasted neutrals, and bad-girl darks. Energetic pink manicures set off summer’s new mini-dot, swirl and zigzag prints and can add a punk edge to the sweetest dress.” —JAN ARNOLD, CO-FOUNDER, CND

768812 Strawberry Smoothie

768807 Hot Chilis

151724 Miss

Matched

151722 Haute as

Hello

151723 Knockout

Pout

151718 Playa Del Platinum

151720 Turquoise & Caicos

Summer Collection 2010

fire

Liquid Leather

Platinum Silver

Nova Bridezilla White on White

151726 Vermilli-onaire

151721 Demure Vixen

151725 Pretty Edgy

151717 Lapis of Luxury

151719 Splash of Grenadine

Resort Collection 2010

768808 Wildfire

768809 Red

Baroness

768810 Fedora

768803 Iced

Cappuccino

SUMMER 2010 COLOR COLLECTION

3.23.2010


3.23.2010


3.23.2010


3.23.2010


3.23.2010


3.23.2010

&iceSummer brings on the contrast of spicy bright colors to heat things up and calming cool tones to just chill at the pool or beach

Summer Must-Haves:• Deconstructed ruffled top• Fringed bag

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From Poolside to Party-ReadyBold, brilliant polishes are the perfect summer wardrobe accessory. Six new juicy neons take us poolside in bright, dare to bare deliciousness. Dip toes (and fingers!) into a bolt of lightening blue Towel Boy Toy, Kiwi Cool-Ada green, poppy pinks and candy-colored citruses. For a more classic look, the Unforgettable collection lacquers create a beautiful French manicure or a funky ‘moon mani’.

“Poolside neons have a matte finish but still glow underwater and in the sun. We had fun thinking of the names because they all represented something we looked forward to during the summer.” —DENNISE MASON, NAIL CATEGORY MANAGER, AMERICAN INTERNATIONAL INDUSTRIES

995894 Unforgettable includes a chic black clutch.

Pool Party

Yellow Polka

Towel Boy Toy

Sun Worshiper

Kiwi Coolada

994515 Poolside 6 Piece

Summer Must-Haves:• Thigh-Skimming sundress

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611389 Funky

Donkey

611390 What’s with

the Cattitude?

611392 Who the Shrek are

You?

611393 Ogre-the-Top Blue

Shrek Forever After Collection

611330 Flower-to-

Flower

611331 Flit a Bit

Summer Flutter

611332 Wing It!

611333 Catch Me in

Your Net

Full of Life

Love & Happiness

681244 Soulful 2010

Pure of Heart

Optical Illusion

Crystal Eyes

Looking Glass

Solaris

Golden Gleam

Flashback

Lustress Imaginarium

Color Trip

Illume

White Light

686209 Kaleidoscope Collection

Twin

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611394 Fiercely Fiona

For Hot City NightsOPI’s newest colors take a cue from the cooler side of the spectrum in a rage of blues, violets and yellow-greens. This year’s summer brights collection was inspired by the unapologetically vivid, bold characters of Shrek Forever After. To compliment more daring pieces from tribal and floral prints to denim and studs, the Summer Flutter collection offers a bold burst of red, pink, orange and a brilliant metallic blue.

“With tulle, lace, ribbons and bows dominating many runway collections for the season, bright color splashes are the perfect accent to flirty, feminine and neutral clothes of summer. Vibrant, electric shades will be all the rage for summer. Eye-catching colors like Who The Shrek Are You? and Ogre-the-Top Blue provide the perfect complement to the seasons’ hottest fashions — and they look great against a summer tan.” — SUZI WEISS-FISCHMANN, EXECUTIVE VP & ARTISTIC DIRECTOR, OPI

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Summer Must-Haves• Strappy sandals• Genie pants• Skinny belt• Lightweight trench jacket• Woven bag

Summer Must-Haves:• Deconstructed ruffled top• Fringed bag

Let Your Soul Shine in Dazzling ColorInspired by warm pink sunsets, vibrant orange corals, and the calmness of a pale blue sky, the Soulful collection from SpaRitual embraces nature’s summer shades. For a full array of brilliant shades to suit any mood, Kaleidoscope offers colors inspired by their ability to tell a story, stimulate the senses and reflect our feelings with a dazzling mix of textures and colors like the bright shimming pink of Lustress, the deep forest green of Optical Illusion and the frosty midnight blue of Twinkle. s

“The colors in the Soulful collection are bright and uplifting, with a touch of nostalgia and a sense of freedom to perfectly complement any summer day. Kaleidoscope is a fun, optimistic collection, reminding us of the positive aspects of our lives.” —SHEL PINK, FOUNDER AND VP, SPARITUAL

Summer Must-Haves• Cycling shorts• Statement necklace• Embellished Flats

Ann

a Su

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2010

Ann

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2010

tngM_MJ10_56-57 Summer Polsih Trends.indd 2 4/15/10 1:41 PM


IMAGE

Insp

iring

Des

ignVasken Demirjian

Where Hair Artistry Meets the Colorist’s Ultimate Salon12 City Place @ Trump, White Plains, nyvaskendemirjian.com • 914.285.0800

Celebrating their grand opening early this year, Vasken Demirjian’s first eponymous salon is specifically designed to be a colorist’s dream salon, like no other.

A Board-certified Master Colorist and multiple-award winner coupled with an intensive background in the art world, Vasken Demirjian views the hair as a clean, blank canvas. He approaches each and every client as a chance for a new masterpiece — from corrective color to a mere retouch.

Vasken’s years spent working in antiquities taught him to look beyond the surface of objects to discover their true essence. This background unwittingly prepared him for a career in color, providing first-hand knowledge of patination and oxidation — how chemicals and elements alter color over time, giving him an edge as a colorist. His impeccable aesthetic pedigree combined with the highest european education and training and 15 years behind the chair have solidified him as a true artist.

As an avid architecture fan, Vasken knew that his first salon would have to make a statement about what he believes design to be. Design and appreciation of beauty transcend through all types of creativity: fashion, design, and of course, hair and specifically hair color. The salon represents his distinct vision. When he thought about the space he wanted to create, Vasken looked at white piece of paper, allegorically, as a new beginning — and this was his primary aesthetic inspiration.

He then enlisted a design team that he knew immediately shared his personal design philosophy and artistic vision. He turned to his wife, artistic designer Katerina Soukhopalov, and her partner, Maren Sostmann, who together own MSK Design Group, new york. These young, female partners of european pedigree look to design that is progressive and innovative, appreciate German taste and engineering, and specialize in all types of commercial design including salon design.

Their philosophy is committed to premium design through high-class engineering combined with sophisticated green technologies. It is built on a firm conviction that modern buildings should not only represent the latest technologies,

Vasken chose Olymp furnishings from The Pavilion for their beautiful european design and quality construction.

Shown: Olymp Cube Chair in white.

The unique floating ceiling design preserves the height of the space

and acts as a soundproofing buffer to minimize salon noise and add

to the overall ambience.

tngM_MJ10_58-59 Inspiring Design.indd 1 4/12/10 4:31 PM





but should also minimize the use of resources, be light, transparent and designed to accommodate easy dismantling and recycling. This means using as little material as possible in construction, minimizing energy demand of the building over its lifetime and using recyclable construction materials wherever possible. Transparency in their design offers the user maximum contact with the environment and enables optimized use of natural light sources.

Having extensively researched the latest innovations and trends in salon design, Katerina and Maren were particularly inspired by designs coming out of Germany and Japan. Simplicity coupled with an attention to detail and high-end materials are a predominant element of cutting-edge salon design.

To furnish the salon, Vasken and Katerina turned to The Pavilion, offering many choices in premium salon furniture and equipment including Olymp furniture and equipment from Germany. The Pavilion assisted in supplying all of the furniture, equipment and fixtures to outfit the space to their specifications.

“The Pavilion’s involvement was a crucial one as we only wanted the best quality and designed salon equipment, specifically Olymp,” Vasken says. “The Pavilion’s catalogs and showrooms made it very easy for us to make the right decisions.”

MSK and Vasken looked at the salon as not just a place to work –– but a place where all aspects of the aesthetics of beauty are on display –– from the flooring to the lighting to the color from a new client. It was very important not to “over-design” the space so as to compete with the work performed by the color artists. Vasken understood that his clients would have expectations of very high end aesthetics, luxury and quality.

“We had to deliver a sophisticated, properly designed space that would be equal to the unparalleled artistry we deliver as beauty professionals,” he says.

Vasken was entirely involved in the design process full-time, from testing the lighting

system with engineers to color testing materials on all salon finishes. All the crucial aspects of design, such as lighting, materials and circulation were specifically designed in order to create the perfect backdrop for creative color work.

For his colorist’s dream salon to be a success, Vasken also needed to be located in the most prestigious and luxurious location in his market. When the Trump buildings were erected at the epicenter of a new architectural renaissance in White Plains, Vasken knew this would be the perfect match: central location, valet parking, visibility and the perfect cache that people have come to expect from Vasken’s work to go with his new concept salon.

The entire process took six months from its conception. Once the space was secured, it took four months of construction to complete. The end result is a space that is very clean and somewhat minimalist. Vasken’s favorite aspects of the design are the clean finishes and the color-perfect lighting.

“When you are working on hair color, it needs to be a clean, sterile environment, much like a perfume laboratory, as both are dealing with chemicals and heat,” Vasken says. “The surroundings have to be clean and stark so that nothing about the space interferes with the accuracy of the hair color design.

There is nothing else like it in the Westchester area, consistently and convincingly bringing the urban to the suburban. Vasken has created a team of specialists from all over the world based on their individual expertise, to bring a cultural mix of talent to his salon that is second to none. The team consists of four colorists, six stylists, a makeup artist, manicurist and three assistants. The salon offers many of the services you’d expect, but the specialty is in color, color classes, color training and color techniques. It is by far the high-end market leader, and has swiftly gained the reputation of being the most elite color salon in the area. s

WrITTen By aimee gurski

Shown: Olymp LavaSit Vareo Shampoo Unit in white.

tngM_MJ10_58-59 Inspiring Design.indd 2 4/12/10 4:32 PM

IMAGE

Quiz: Are You Creative?Worried you may not be creative or you may not be creative enough? This quiz will help you find out just how creative you are. Take a piece of paper and number it from one to seven.

For each question, write down the corresponding letter of your answer.

7. You dream in:A. Color. B. Black and white. C. Both black and white and color. D. You can’t remember now. E. Nothing. You don’t dream

1. When you come across a rose, you immediately:A. Smell it. B. Quote every rose poem you can remember. C. Write your own poem. D. Sketch the rose. E. Step on the rose.

2. One of your dreams in life is to:A. Write a novel. B. Become a painter. C. Travel the world. D. Climb all the famous mountains. E. Just once, get everything done on your to-do list.

3. Your desk:A. You have trouble finding as it’s buried under everything including the kitchen sink. B. Resembles a natural disaster. C. Is a bit of a mess, but you know where everything is. D. Is basically neat — you use the stacking method. E. Is in perfect order — everything in its place.

4. The person you admire most is:A. Einstein. B. Walt Disney. C. Your mother. D. Jane Austin. E. Anyone who can get everything crossed off his or her to-do list.

5. You consider yourself:A. Extremely creative. B. Creative. C. Somewhat creative. D. A little creative. E. About as creative as a turnip (come to think about it, turnips may be more creative then you are

6. You get new ideas:A. All the time. B. Several times a week. C. Several times a month. D. Once or twice a month. E. You dimly recall getting a new idea when Clinton was in office. Or maybe it was the first Bush.

Okay, this was a bit of a trick. But it’s true. How creative you think you are corresponds with how creative you really are.

A couple of studies illustrate this. A big company wanted to increase creativity in its employees. So it hired a group of consultants to come in. The consultants started by thoroughly testing all of the employees. They discovered the only difference between the employees who were creative and those who weren’t was this: Creative people believed they were creative and less creative people believed they weren’t.

Even more telling was what happened to the group that wasn’t creative. The consultants focused on helping them nurture their creativity. At the end, those employees were actually more creative than the ones who had initially considered themselves creative.

And that means you too can become more creative. In fact, how creative you become is entirely in your own hands.

SCORING:

A. Extremely creative — Then you’re extremely creative.

B. Creative — Then you’re creative.

C. Somewhat creative — Then you’re somewhat creative.

D. A little creative — Then you’re a little creative.

E. About as creative as a turnip — Then you’re about as creative as a turnip.

Creativity Exercise — AssumptionsReady to become more creative? Here’s an exercise

Write down all the reasons why you’re not creative. Go on. Write them all down. Every negative reason you can think of. Things like:

• I’ve never been creative in my life. • I haven’t had a new idea in over a year. • I don’t have time to be creative.

Now reverse those negative assumptions and make them positive. Like so:

• I am a creative person. • I have lots of new ideas all of time. • I don’t need time to be creative because I already am creative.

Do this every day and see what happens. This is a great way to start getting rid of those inner demons that keep all of us from realizing our true potential. s

ABOUT THE AUTHORMichele PW (Michele Pariza Wacek) is your Ka-Ching! marketing strategist and owns Creative Concepts and Copywriting LLC, a copywriting and marketing agency. She helps entrepreneurs become more successful at attracting more clients, selling more products and services and boosting their business. To find out how she can help you take your business to the next level, visit her site at MichelePW.com.

Throw out all your answers except for number five — “You consider yourself:”. If you answered:

WRITTEN BY MICHELLE PW


tngM_MJ10_60 Quiz are you creative.indd 1 4/12/10 4:22 PM

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image




There are a number of issues involved in successfully negotiating a discount in your lease with your landlord.

On one side is the clear fact that most landlords understand that revenues are generally down, and in many cases significantly down. Overhead is always increasing, and leases negotiated when revenues were higher are unaffordable in today's declining market. This puts pressure on landlords to willingly reduce rent.

The problem is landlords are reluctant to negotiate with existing renters. Renters are in contract, possibly personally guaranteed, and frequently current on payment, yet want a rent reduction. This is a very tough negotiation and likely to fail.

If the renter is in significant arrears, there may be some justification demonstrated, but the issue frequently includes the payback of back unpaid rent, further complicating the workout and threatening their personal guaranty.

Sometimes when dealing with large national real estate companies, there is simply no practical way to even propose let alone negotiate a discount for an established lease.

It is being done successfully every day, all over the country, as any landlord would much prefer to discount rent than have a long-term vacancy. Thus there is a strong desire to keep the tenant, even at a lower lease rate.

The best negotiation includes a clear demonstration with hard numbers, current operating statements demonstrating the massive losses or at least significant reductions in revenue. This demonstrates reduction in net profit requiring a reduction in rent if the business is to remain viable. Present your case with convincing numbers and the landlord will have little choice if your presentation is credible.

Do it; it may help you survive and emerge again as you adjust your business model to the economic conditions we are in. s

WRITTEN BY DON TODRIN

ABOUT THE AUTHOR:Donald Todrin is the CEO and Founder of Second Wind Consultants, Inc. who specializes in SBA Loan Workouts, business debt forgiveness and solving difficult business problems in general. Don has authored dozens of articles on SBA loan default and debt workouts. Follow Don on Twitter, Twitter.com/DonTodrin, join his Facebook fan page, Facebook.com/Second-Wind-Consultants, or visit secondwindconsultants.com.

Landlord negotiating logic

Reduce your rent

tngM_MJ10_62 Reduce your rents.indd 1 4/12/10 4:13 PM



1_tngM_MJ10_63 Cuccio lytes Ad.final.indd 1 4/12/10 4:11 PM

connect

Company founders, innovators and leaders have the answers to help you become more profitable and successful!

Do you have a question you’d like answered by an industry expert?

Send an e-mail to [email protected].

Ask the industry

What can salons/spas invest in now to help grow

their business?

Opening a new location, acquiring competition, expanding a current location, or finding a creative way to differentiate your business are all great ways to grow, but an even simpler way to thrive is by providing an unforgettable customer experience through a passionate staff. Invest in personnel who are passionate about what they do. Surrounding yourself and customers around such people is energizing and addictive. A customer looks forward to attentive service and the euphoria they feel after they leave. A negative experience is generally a result of getting a minimum treatment with no “extras”, or having a distracted service provider who’s mind is clearly elsewhere. Success and growth comes from clients returning for repeat service, word-of-mouth referrals and feeling that the experience exceeded their expectations. A passionate staff are those people who find the silver lining when faced with adversity, who genuinely care about the clients that they service and who can find low cost, but high impact ways to make the customer experience unforgettable. This could be a paraffin wax treatment experience as a free add-on for new clients, or to round out a longer service for a repeat client. A classic paraffin treatment costs the salon less than $1, but this ‘extra’ has the client talking about their experience long after. A positive online review about the ‘incredible free paraffin treatment’ has now become an advertisement that, with traditional advertising methods, could have cost you hundreds of dollars or more. It’s as simple as showing your customers you care.

Elisabeth Thorn, Sales and Marketing Manager, WR Medical/Therabath PRO

Employee investment is as important an investment, if not bigger, as having a great location. Think about this: have you ever been

to a cool-looking business, whether it be a clothing store or a restaurant, and the service was horrible? How did you feel? You probably hated it and swore never to go back. I bet you wouldn’t recommend it to your friends. In the beauty industry we are in the business of serving people, and getting great referrals is a big part of it. You can’t make this happen all by yourself; you need the support of your staff. Investing in education sets you apart from other salons, and your clients will see that investment in the skills and techniques of your staff and consequently feel safe in their hands. With a well-educated team, clients leave happy. Wearing your service can be a great form of advertising. If your clients’ hair looks good, their friends will notice and ask for a referral.

Kelly Vincler, Director of Education, TheAcademy and S.P.A.

Now would be the perfect time to do a customer mailing informing customers of new “spring/summer” services and products that are going to be

available at your salon/spa. There are so many products on the market that are spring/summer specific so why not offer those products as an add-on to your nail and skincare services? A cute card in the mail with a warm weather theme can announce a new and interesting service. Who doesn’t want a quick escape to a tropical island on their lunch break or after a long day at the office? I’m also surprised by how little-to-no information I receive from my salon regarding new products. I’m unlikely to ask about the items displayed in the retail area because I’m usually in a hurry, but would be more likely to purchase something if my stylist or esthetician educated me on what’s available. Make sure your staff is properly educated on retail items and is passing that education along to clients. And of course, the more interesting and exciting your retail area is, the more successful your sales will be! Give it a makeover that draws the customers’ attention.”

Lea Ann Cook, National Sales Manager, Intrinsics


It’s all about offering the best possible service to clients and maximizing your retailing potential. In order to succeed and solidify your client base, invest in training your staff. Two areas can benefit you right away: front desk/customer service and retailing. Investing in these areas leads to increased client loyalty. Everyone will be happier throughout the salon too. And we all like happy, pleasant staff because

it leads to happy, satisfied clients. Naturally, everyone in the salon must become customer-service focused for this to work. Effective retailing, which includes merchandising and marketing, can be learned by your salon team. And, don’t forget to reward your team for excellence in customer service and retailing. Something to think about: it costs 11 times more to get a new client than it does to retain a current client. Training your staff is highly cost effective. Your salon gets a lot more in return by enhancing customer loyalty: a solid stream of revenue, add-on services, and more retail sales recommended in a comfortable and effective way by your expert team members.

Brooke Carlson, Vice President, Conair Professional Brands, Parent company of Babyliss PRO

tngM_MJ10_64 Ask the Industry.indd 1 4/12/10 4:09 PM

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CONNECT


Salons and spas looking to increase visibility and word of mouth popularity are turning to Groupon. What’s that? Think: group coupon.

Debuting in 2008, Groupon.com allows salons and spas to offer clients the power of “collective buying,” meaning that clients get a discounted offer only after a certain set number of people have agreed to pay the discount. For example, a salon may offer $100 in hair services for the discounted rate of $35 — HUGE SAVINGS to potential clients — but only if, say 50 people sign up. Once the minimum number has signed up, more people can still sign up and get the deal.

Jessica Hammel, owner of American Male Salon, has used Groupon to fill her books. The downtown Philadelphia business is a full-service salon for men offering hair, color, manicure, pedicure and waxing services. Like many salons, American Male has recently lost clients as a result of clients loosing jobs. Staff is paid hourly, so Jessica was looking for a way to get clients back in to the salon and help the newer stylists build their client lists.

On Groupon, American Male offered a haircut and hand detailing at half price, with a 20 person minimum. They ended up selling 75 deals, primarily to women shopping for their husbands. Jessica says the salon retains 60% of new clients on average, so she was very pleased with the business and exposure it generated.

With a deal generating anywhere from 50 to potentially 200 or more sales, it can be an effective tool for filling that open space in the appointment book. But you have to consider if the sales from a discounted service makes up for the potential loss of open appointment. If gaining new clients or promoting your business is your goal, it can be cost-effective, as the result is you get new people in the door so your services and staff can speak for themselves.

“It’s worth it if we get new clients in the salon who rebook,” Irene Ornickel Petts says.

Irene, owner of Flip Salon in Ferndale, Michigan, learned about Groupon from salon stylist Katey Brent. Irene says they were very easy to work with, but offers these cautions to businesses working with them for the first time:

• Put a cap on the maximum number of customers who can get the deal so your business isn’t overwhelmed.

• Review the deal page Groupon will post including any stock photos or trivia information blurbs they add to the page. The photos and information should reflect your brand and your business.

• Make sure that the deal you offer is worth your while, and will accomplish your marketing or advertising goal. You must offer a deep discount on services, and Groupon takes about half of the sales dollars it generates.

Flip’s Groupon deal was $100 in service for $35, but restricted the offer to new clients only. They sold 111 deals. So far, Irene feels that the promotion was a success, as new clients have been happy with their service and many are rebooking. But she still thinks the best way for her business to get new clients is through word-of-mouth referrals.

Today there are over 3.1 million subscribers to Groupon daily deals. Participating businesses are not limited to salons and spas; restaurants, The service is available in 41 cities across the country. Deals on the site are limited to one or two per day, per city. To get the daily deal, customers sign up and agree to buy the deal. If the deal minimum threshold is not met –– not enough people buy the deal –– the deal is canceled and the customers who signed up are not charged. ▲


FillYour Books!




tngM_MJ10_66 Groupon Changing.indd 1 4/12/10 4:03 PM

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CONNECT

According to industry statistics, 53.2% of nail techs work solo,

which can make for a very lonely existence. It’s difficult to

ask technical questions, or share ideas and give new product

feedback with your hairstylist co-workers, because let’s face

it, they’re just not that interested in nails! If you have a

nail dilemma, asking your competition for advice probably

wouldn’t work either. What’s a nail tech supposed to do

when she/he wants to talk shop with like minded individuals?

Preparing to PackWhen preparing for an industry event, always bring a stack of up-to-date business cards and be prepared to hand them out generously. Networking is not just about making an introduction and then moving on to the next person, but it is also about forging a relationship with each contact, which could lead to other opportunities. When you meet many people over the course of a day, it’s almost impossible to remember everyone, and that’s why business cards are vital. You’re guaranteed to be forgotten if you do not have that physical reminder of yourself to pass on to a potential contact.

Also when attending an industry event, keep in mind that you are a beauty professional and should dress as such. To some women, this means wearing skimpy, tight clothing and baring as much skin as is legally possible. Others disregard this by wearing jogging pants, sweat suits, or old baggy jeans and a torn T-shirt. But to a true beauty professional it should mean dressing up in decent clothing that actually fits your body, while being careful to not expose too much skin. You don’t have to be a size 2 to dress tastefully, but you do have to be realistic about your “assets and your liabilities”. Dress according to your shape and size, and remember to accentuate your positives while de-emphasizing your negatives. When networking, you want to stand out in the crowd, but not for all the wrong reasons!

You could post questions on nail tech web sites, which usually garner some answers and eventually you could foster an online friendship with other nail techs. This is a great way to get started, but humans crave face-to-face interaction with other humans. Unfortunately, if you aren’t within driving distance of a major beauty show, it is quite expensive to attend one. First there’s the cost of airfare. There’s also the cost of income you’ll lose for time you take off work.

Then a few years ago something new appeared on the horizon called a “nail tech networking event”. If there’s not already one within driving distance, then perhaps a nail tech (maybe you?) needs to start one! These events are held by distributors or nail techs who have inside knowledge of what other nail techs want. Essentially they are mini-trade shows dedicated solely to nails. This is where nail techs are the divas!

Whether you are attending a trade show or networking event, here are tips to get the most from your experience:

Networking at an Industry EventBest Tips for Nail Techs

tngM_MJ10_68-69 Best Tips for Nail Techs.indd 1 4/12/10 3:59 PM


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End on a Good NoteAfter your encounter is concluded, thank the other person for taking the time to talk with you and let them know how nice it was to meet them. This seems like something so basic, that we all should know it by now, but perhaps we’ve gotten so wrapped up in our own world that we have forgotten the social graces learned as youngsters. Or perhaps we were never fortunate enough to learn social graces in the first place. Either way, be sure not to walk away without saying something, even if it’s just “good-bye”.

When you get home, within the first week or so, follow up with a call or an e-mail to all your new contacts. It doesn’t have to be a lengthy conversation, but just reiterate how nice it was to meet them at your recent function and how you enjoyed their conversation. These new business contacts will be useful, if not now, at some point in the future. These random meetings can lead to new connections within the industry, such as new job offers, new co-workers, new partnerships, etc. Networking can also lead to the discovery of a new product or technique that solves a problem, which in turn generates more revenue.

Always keep in mind that networking is a two way street. You don’t want to approach it with a greedy attitude to see how much others can do for you, but rather do so with an attitude of sharing information that could in turn benefit everyone involved! s

WRITTEN BY JILL WRIGHT

Remember to SmileA smile can go a long way to breaking the ice or making another person feel comfortable. We’ve all been to functions where we’ve noticed a person that looks awkward, uncomfortable, or out of place, which generally doesn’t make that person seem approachable. However, having even a slight smile creates a pleasant expression, which goes a long way to making a better first impression. Sometimes a person can be lost in their own world of thought, and when in deep concentration mode their facial expression can come across as a scowl. If you’ve been told by someone that this is you, then it’s especially important for you to be conscious of your thoughts and keep your mood light.

If you are taking a class at an industry event, be sure to look approachable. The best way to do this is to offer a smile; it makes people around you feel at ease. Look around the room and if you make eye contact, then give that person a smile. Also have one ready to give to the person sitting next to you and don’t be afraid to introduce yourself first. It’s hard to be negative to a smiling person, and in turn that person’s instincts will be to smile back at you, so don’t be afraid of rejection. After you break the ice with introductions, you may find yourself engaged in a most interesting conversation, but don’t forget to exchange business cards before the class gets started!

Keep the Conversation LightNo one likes a party pooper, so remember to keep the conversation focused on general business topics when networking. We’ve all seen that one person who continually drags the conversation down by griping, complaining and airing all their problems to people they just met. It’s funny watching how fast people try to move away from that sort of situation! No one wants to be that person, but if you aren’t careful to keep an upbeat attitude in your conversations, you could easily slip into that role.

If you have a problem you’d like to resolve (and the key word is “a”, meaning “one”, not several), simply pose it as a question. For example you could ask, “If you had a client that did X, Y, and Z, how would you handle that?” Then let the other person, or if you posed the question to the entire class, give suggestions. Once the suggestions are given, drop it and move on. Don’t keep talking about it, because negativity feeds on negativity. Before you know it, more people join in adding their complaints, and suddenly the entire conversation takes a decidedly negative turn. After the smoke clears, people feel agitated, stressed and tired. That’s because negativity sucks the life out of people, so avoid it if at all possible.

ABOUT THE AUTHOR:Jill Wright is a veteran nail tech, salon owner, mentor, freelance writer, and Event Coordinator for the “Nail Tech Networking Event of the Smokies”, June 26, 2010 in Gatlinburg, TN. She helps bring nail techs, educators and nail companies together for the purpose of furthering their business success while creating “nail tech pride” in each and every nail tech. Visit jillsnails.com or e-mail Jill: [email protected].

tngM_MJ10_68-69 Best Tips for Nail Techs.indd 2 4/12/10 3:59 PM

BOOKREVIEWTHE CONNECTORS


CONNECT

NEWRELEASES FOR YOUR SUMMER READING LIST Different: Escaping the Competitive Herd By Yongme Moon

Publisher’s Release Date: April 6, 2010

Outliers, mavericks and iconoclasts have created some of the most compelling success stories of the past two decades. Harvard Business School Professor Yongme Moon has published extensively on innovative consumer marketing strategies. She shows us how to get off the treadmill of endless competitive gimmicks that only have the perverse result of making you mediocre.

Delivering Happiness: A Path to Profits, Passion, and Purpose by Tony Hsieh

Publisher’s Release Date: June 7, 2010

Zappos CEO Tony Hsieh emphasized corporate culture to grow the online retailer to over $1 billion in gross annual merchandise sales before its acquisition by Amazon last year in a deal valued at over $1.2 billion. See how happiness can be the framework to success, helping employees grow both personally and professionally.

Do you connect well with others, developing strong relationships? For most in the beauty industry, being a “people person” is critical to success. While many might feel they already do this well, an indication of just how strong those connections are is whether or not clients remain lifelong clients, or employees are long-term members.

In her book, The Connectors, Maribeth Kuzmeski outlines a 5-step method to improve the quality of business relationships, leading to lifelong partnerships between client and customer or colleague and colleague. She focuses on building social intelligence, being attuned to the thoughts and situations of others, to connect on a deeper level.

The five steps to creating a quality connection Kuzmeski puts forth are: 1) make the connection about “them”, not “you”, 2) listen, 3) ask the right questions, 4) sell without selling, and 5) create a memorable experience.

This interactive book offers self-assessment exercises in each chapter to provide a baseline of how you connect, how well you connect and to identify areas for improvement. Are you a “casual connector”, someone who creates strong relationships with others but does not have an interest in increasing relationships with large numbers of people?

Are you an “energy connector”, someone who reaches out to others as often as they reach out to you, has a great interest in connecting and engaging with others and understands that relationships are important, but does not focus on this importance every day? Or are you a “power connector” who reaches out daily to engage and proactively create and maintain relationships by focusing on interaction with others out of a compelling need? You may be surprised to find out how you really connect.

The Connectors offers much to think about and readdress when it comes to interactions with both internal and external clients. It includes meaningful strategies for keeping in touch effectively with clients, using the top 10 social media outlets on the web, and networking effectively without trying to network. It also offers advice on website evaluation using Google Analytics and other useful tools.

This book functions as a handbook for creating powerful relationships. At the end, a self-coaching exercise walks you through what you are doing to improve relationships while identifying the challenges that still may be holding you back. If you’re looking for more meaningful connections, The Connectors is where you start. ▲

REVIEWED BY AIMEE GURSKI




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tngM_MJ10 _70 A Book Review.indd 1 4/12/10 3:45 PM



1_tngM_MJ10_71 Nail Tek Ad.indd 1 4/12/10 3:26 PM

CONNECT schedule of courses

Eyes, Cheeks, LipsHOSTED BY BE prOThis hand-on class addresses different applications to enhance various eye and lip shapes and how to bring out those cheekbones! Learn how to choose the best colors for your clients.

Bring: Makeup brushes, magazine images of looks you would like to recreate, paper and peninCLuDES: Free gift and certificate

6/7 10am-1pm $75 951948

Facial TechniquesHOSTED BY FrEEzE•24/7Learn two types of facials to WOW your clients! These result-driven treatments address the unwanted signs of aging FAST, with the use of Freeze 24-7® products that deliver instant results. First the skin is deeply cleansed and resurfaced. Then, each area of the face and neck is gently reshaped with effective topical line and wrinkle reducers. This luxurious treatment reveals smooth, brightened, and firm skin, with a look that is youthful, fresh and radiant! Treatments relax and invigorate skin. Within minutes of product application, lines, wrinkles, puffiness and dehydrated skin is dramatically diminished. After the treatment, face contours are smooth, relaxed and the appearance of fine lines, wrinkles and other common signs of age are dramatically reduced. The surface of the skin becomes vibrant, smoother and firm. Treatment effects can last upwards of 12 hours.

Bring: Pen and paperinCLuDES: Free gift and certificate

6/7 1pm-4pm $39 951950

Makeup EssentialsHOSTED BY BE prOLearn how to build a strong and effective makeup kit. This informational class teaches how to edit your kit based on the job, what must-have items every makeup artist needs to keep in their kit, how to use them, and what extras should you keep around just in case. Enhance your knowledge of your most important tools: your brushes. Learn to apply your knowledge of beauty makeup application and what products are needed to create effective makeup applications for bridal, photography and film.

Bring: Makeup brushes, paper and peninCLuDES: Free gift of makeup, certificate and lunch

7/26 10am-4pm $99 951969

Facial WaxingHOSTED BY gigiThis class focuses on technique and application procedures teaching you ways to increase your salon revenue with add-on services. Learn how facial waxing takes special hands with different waxing techniques to receive desired results.

Bring: Tweezers, hair growth at least10–14 days, pen and paperinCLuDES: Working product and certificate

5/10 9am-12pm $50 951917

Brazilian Waxing HOSTED BY gigiLearn multiple applications and the latest techniques to grow your waxing services menu. Learn how Brazilian waxing is different from waxing other body parts. Live demonstration if model is available.

Bring: Tweezers, hair growth of 10-14 days if willing to be live model, paper and peninCLuDES: Certificate

5/10 1pm-4pm $50 951918

Eyebrow Threading HOSTED BY BrOWSTraTEgYLearn the technique that allows you to take out a line of hair at a time and create a more defined shape for your eyebrows. Students learn step-by-step what is necessary to create the eyebrow and facial threading tool, how to use the tool correctly and what not to do.

Bring: Hair growth of 10–14 days on legs (you will self practice)inCLuDES: Threading kit, lunch and certificate

6/14 10am-4pm $375 951958

Body Waxing HOSTED BY CLEan+EaSYThis class focuses on technique and application procedures teaching you ways to increase your salon revenue with add-on services. Utilizing Satin Smooth waxing systems, learn how to effectively wax the body.

Bring: Tweezers, hair growth of 10-14 days, pen and paperinCLuDES: Lunch and certificate

6/21 9am-12pm $50 951962

Facial WaxingHOSTED BY CLEan+EaSYThis class focuses on technique and application procedures teaching you ways to increase your salon revenue with add-on services. Learn how facial waxing takes special hands with different waxing techniques to receive desired results.

Bring: Tweezers, hair growth at least 10–14 days, pen and paperinCLuDES: Working product and certificate

6/21 1pm-4pm $50 951967

Bridal BootcampHOSTED BY BE prOAn expert will provide details on appropriate wedding day colors, glamour looks, lash application and more. There will also be instruction on self-promotion, marketing and building a successful bridal makeup business.

Bring: Makeup brushes, magazine images of looks you would like to recreate, paper and pen and a digital camera.inCLuDES: Free makeup gift ($25 value), lunch and certificate

5/3 10am-4pm $150 951916

Skin analysisHOSTED BY TngAn expert aesthetician will teach students to effectively assess every clients unique skin care need sand determine which treatment is best suited for each individual. Learn to offer accurate professional advice, recognize basic disorders or the skin, evaluate treatment options and learn proper methods for gentle comedone extraction.

Bring: Pen and paperinCLuDES: Lunch and certificate

5/17 10am-4pm $99 951919

permanent MakeupHOSTED BY BiOTOuCHBioTouch is registered with the Post Secondary Permanent Makeup training school and has specialized in permanent makeup for more than 15 years, with classes being taught in nearly 40 countries. In this unique and profitable training program, you will learn color theory, safety, sanitation, sterilization, machine assembly and procedures such as eyeliner, lip liner and eyebrow application.

Bring: Workbook supplied prior to course, homework, paper and peninCLuDES: Permanent makeup machine, apron, needles, all supplies to complete makeup applications, lunch and certificate

5/17-19 9am-5pm $995 951920

The art of airbrush Makeup HOSTED BY TngCome learn the basics of airbrushing foundation, contouring and highlighting to create a flawless canvas for traditional makeup. This will be a hands-on class to practice how airbrush makeup feels and looks and how to color match skin using this technique that is great in the new HD world.

Bring: Makeup brushes, pen and paperinCLuDES: Free gift, lunch and certificate

5/24 10am-4pm $99 951921

ESTHETiCS anD MakEup


DEpiLaTOrY

registration opens 30 minutes prior to course start times. Note: There are no refunds or exchanges on education.

Course DiffiCulty level LEaST MODEraTE aDVanCED

tngM_MJ10_72-75 Spa Academy Schedule.indd 1 4/12/10 3:11 PM

MaY5/3-4 ....... Athletic Massage for Performance & Wellness with Biotone

5/3 .......... Bridal Bootcamp with be PRO

5/10 ........ Facial Waxing with GiGi

5/10 ........ Brazilian Waxing with GiGi

5/17 ........ Skin Analysis with TNG

5/17-19 ... Permanent Makeup with Biotouch

5/24 ........ The Art of Airbrush with be PRO

JunE6/7 .......... Eyes, Cheeks, Lips with be PRO

6/7 .......... Facial Techniques with Freeze•24/7

6/14 ........ Mastering the 8-in-1 Machine with TNG

6/14 ........ Eyebrow Threading with BrowStrategy

6/21 ........ Body Waxing with clean+easy

6/21 ........ Facial Waxing with clean+easy

JuLY7/26 ........ Makeup Essentials with be PRO

SCHEDuLE aT a gLanCE

Call 800.362.6245 to order your tickets today!

Space is limited.


MaSSagE/BODY TrEaTMEnTS

schedule of courses

all classes held at:The pavilion23200 Haggerty RoadFarmington Hills, MI 48335

Mastering the 8-in-1 Machine HOSTED BY TngPerform professional skin care treatments using an 8-in-1 machine. See demonstrations for proper use, as well as a discussion on precautions and tips. Learn the benefits of equipment for skin type and contraindications.

Bring: Pen and paperinCLuDES: Lunch and certificate

6/14 10am-4pm $99 951955

Athletes come in all shapes, sizes, and ages. Learn how to identify, recruit, and effectively work with this target market. Build on the skills you already possess and apply them to work with a specific type of massage application for athletes with clear cut and practical techniques.

Explore Kinesiology of the athlete - the interaction between the skeletal system, joints, muscles, and neural activity. Perform basic pre-event and post-event massage protocols. Incorporate recovery and maintenance massage into a treatment plan based on their needs and training schedule. Identify, discuss and address sport specific physiology, pathology, and soreness patterns. Review the properties, assessment and charting of human movement, posture, range of motion, and gait.

Demonstrate basic clinical techniques including joint mobilization, stretching, specific tissue techniques as well and utilization of allied modalities (cryotherapy, hydrotherapy, aromatherapy etc.). Apply basic marketing and strategic communication skills that will ensure that clients will want you on their team. Earn 16 NCBTMB CE contact hours.

Bring: Tennis shoes, flip flops, 14 hand towels (preferably dark), 1 bath towel, 3 bath sheets, 3 double or queen flat sheets, 1 fitted sheet, blanket, 1 small ice cooler, plastic trash bags,pen and paperinCLuDES: Working product, lunch and certificate

5/3-4 9am-5pm $339 951915

athletic Massage for performance & WellnessHOSTED BY BiOTOnE

For a complete course listing, visit tngworldwide.com/education.

To register for classes, call 800.362.6245.

Earn afreeclAss*

* Free class can be applied to any course up to $100 in value. Please indicate you are redeeming a free course when registering.

TheAcademy/S.P.A. Student Discount Card

at Theacademy or S.p.a.—

when you attend 10 classes, your nEXT CLaSS is

FrEE*!

tngM_MJ10_72-75 Spa Academy Schedule.indd 2 4/12/10 3:12 PM

76 the industry source January/February 2009

Higher Learning AcrylicThis fast-paced, advanced class has all the tips and techniques you need to help increase your earning potential. Get the latest scoop on exciting new products and application and finishing techniques that will lead to faster, more profitable full sets. Plus, discover sculpting perfection with OPI’s NailPrint Structuring System. This workshop is designed to stretch your boundaries and take your skills to a new level.

BRING: All manicuring implements, hand towels and one hand free of productINCLUDES: Gift of OPI products, certificate and lunch

Date Time Location Fee Item #6/14 10am-4pm FH $150 951959

Shellac SystemSee and try the newest incredible nail color innovation by CND. Experience the ease and unbeatable results of patent pending UV3 Technology! Goes on like polish, wears like gel and comes off in minutes.

BRING: All manicuring implements, hand towels and one hand free of productINCLUDES: Free gift

Date Time Location Fee Item # 5/17 10am-3pm FH $39 9519276/7 10am-3pm FH $39 9519516/14 10am-3pm GV $39 951957

Bedhead Bridal MakeupAn intimate designed to elevate the bridal experience, featuring TIGI’s three core bridal looks-Classic, Glamour and Street; this class will prepare stylists for all bridal occasions. Terminology and methodology will be revealed in preparation for the experience. Each stylist will be both artist and model. Stylists will be prepared to confidently ready any bride to walk down the aisle magnificently with a expert wedding makeup.

BRING: All makeup brushes, remover, pen and paperINCLUDES: Working product, lunch and certificate

Date Time Location Fee Item # 5/17 10am-4pm GV $150 9519285/24 10am-4pm FH $150 951929

Grandville (GV) 1760 44th Street Wyoming, MI 49509

Farmington Hills (FH) 23200 Haggerty Road Farmington Hills, MI 48335

Acrylic SystemsMeet all your salon needs with OPI’s extraordinary range of acrylic systems! Features Absolute Liquid & Powder Technology – Unsurpassed colors, workability, adhesion, and bubble-free performance. Competition Acrylic System - OPI’s fastest-setting acrylic system with the industry’s whitest white. You will learn proper product placement, precise brush angles and methods for structural integrity, three-bead technique for sculpting, quick one-bead sets and overlays, makeover technique for elongating short nail beds and ProFiling techniques for fast finishing. Sculpt perfect smile lines and C-curves in record time.

BRING: All manicuring implements and one hand free of productINCLUDES: Free gift

Date Time Location Fee Item #5/3 8:30am-12:30pm GV $39 9519236/7 1pm-5pm GV $39 951954

Axxium Gel SystemLearn how to work with both Axxium gel system and the soak-off Axxium system. We will cover natural nail strengthening techniques, the floating method for sculpting pinks and whites, how to create flawless free edges and techniques for fast finishing.

BRING: All manicuring implements, UV gel lamp, any Axxium supplies to do a set of nails if available and one hand free of product.INCLUDES: Working product and certificate

Date Time Location Fee Item #5/3 1pm-5pm GV $39 951924

Clarite Odor & Tack FreeLearn innovative acrylic techniques for fast pink & white sculptures and overlays, proper product placement, precise brush angles and methods for structural integrity. Learn how to give your clients natural looking nails and learn profiling techniques for fast finishing.

BRING: All manicuring tools and implements, favorite OPI acrylic brush, lamp and one hand free of productINCLUDES: Free gift

Date Time Location Fee Item #6/7 8:30am-12:30pm GV $39 951953

Getting StartedNew user of Kemon color? Let us help you get started on your road to success with Yo.Coloring, Coloro and Cramer. Bring all your questions and we can get you up and running so you will have the Kemon Edge.

BRING: Pen and paperINCLUDES: Working product

Date Time Location Fee Item #5/4 10am-1pm FH $25 9519256/14 10am-1pm GV $25 951956

Spring/Summer CollectionEach Spring/Summer, the Kemon Technical team based in San Giustino, Italy, works with the finest photographers, models, and settings to create their version of seasonal collections. These trends are then learned by our Head Coach first-hand in Italy so we can bring it back to you.

BRING: Working bag, blowdryer, combs, brushes, all cutting tools, pen and paperINCLUDES: Working product, manikin, lunch and certificate

Date Time Location Fee Item #5/24 10am-1pm GV $39 951930

Hair Manya Build on BasicsCutting & Styling

This course is split into a look & learn session and a hands-on workshop.

Look & LearnCREATION-RECREATION is the motto by which the fashion and styling world is governed. It is also inherent in the genetic makeup of all hairstylists. This cutting jam taught by Robert DeBartolo brings the Hair Manya Spring/Summer 2010 collection, hot off the presses. The Creation portion of the class includes a demonstration of the cutting and styling techniques that bring this collection to life. The Recreation portion demonstrates how to take existing styles and easily transform them utilizing the most valuable styling tool we have, Hair Manya.

BRING: Pen and paper


WorkshopAll of the instruction in the Look & Learn session plus an opportunity to work with the product, hands-on.

BRING: All cutting tools, spray bottle, brushes, blow dryer, clips, pen and paperINCLUDES: Manikin, working product, lunch and certificate

Date Time Location Fee Item # 6/21 10am-4pm FH $150 951961

HaIR


CLaSSES aRE oFFERED IN:

NaIL

MakEUp

tngM_MJ10_72-75 Spa Academy Schedule_NEW.indd 3 4/15/10 9:02 AM


Our state-of-the-art education facilities bring you celebrity guest artists and courses similar to top academies around the world. Education provides inspiration, challenges the status quo and keeps your profession exciting.

Call 800.362.6245. Please have your professional or store license number or student identification and course item # available. All hair courses accredited through the state of Illinois. Some courses are accredited through the state of Ohio. Please call TheAcademy Education Director for details at 248.347.7700 x2969.


HaIR

axxium Soak off SystemWorkshop


Blonde SolutionsThis course is split into a look & learn session and a hands-on workshop.

Look & LearnCreamy, buttery, icy… Blondes are the rage. Just in time for summer, create the look your client has been asking for. Kemon National Platform Artist Eric Lindsey, a master of balayage, showcases a variety of techniques for the perfect base, color placement and how to eliminate the challenges you encounter when attempting the perfect blonde.



WorkshopAll of the instruction in the Look & Learn session plus a hands-on experience guided by Eric Lindsey.

BRING: All working tools including combs clips, apron,blow dryer and brushesINCLUDES: Working product, manikin, lunch and certificate


Styling & FinishingThis course is split into a look & learn session and a hands-on workshop. No discounts on Moroccanoil classes.

Look & LearnA revolutionary styling, finishing and conditioning hair product… Moroccanoil. Moroccanoil has developed a unique, ultralight, non-greasy formula of Argan oil that seals in shine, producing silky perfection for all hair types. Learn the benefits of Moracconoil including its ability to restore over-processed hair caused by chemicals found in shampoos, color procedures, perms and environmental factors. Also learn tips from the pros and how to create the prefect blowout to WOW your clients.



WorkshopAll of the instruction in the Look & Learn session, plus a hands-on experience. See and feel the results of Moroccanoil when you pair up with fellow classmates to give and receive treatments and blow outs.

BRING: All styling tools, pen and paperINCLUDES: Moroccanoil brush, free gift, working product, lunch and certificate


The Art of BraidingMastering braiding teaches you both discipline and cleanliness within your work, as well as manipulation of your hands. This hands on, step-by-step class will teach you how to do the inside and outside plait (French braid), as well as twisted plait (rope braid); fishtail, knotting, and basket weave. First begin with learning each braid visually through demonstration, then follow through with hands on. Finishing with incorporating your new skill into hairdressing and editorial work. This class is excellent for any hairdresser at any level wanting to master their hairdressing skills and apply braiding into their dresswork.

BRING: Comb, rat tail comb, nylon pin brush, clips, bobby pins, hair pins, small elastic bands and flat iron INCLUDES: Working product, certificate and lunch


Clipper DemoAn American Crew All-Star will guide you through the intricacies of clipper working, teaching the completion of clipper cuts and the appropriate methods for clipper use.



SCHEDULE aT a GLaNCE

MaY5/3 .......... Acrylic Systems

5/3 .......... Axxium Gel System

5/4 .......... Getting Started

5/17 ........ Styling & Finishing Look & Learn

5/17 ........ Styling & Finishing Workshop

5/17 ........ Shellac System

5/17 ........ Bedhead Bridal Makeup


5/24 ........ Italian Touch Spring/Summer Collection

JUNE6/7 .......... Shellac System

6/7 .......... Clarite Odor & Tack-Free

6/7 .......... Acrylic Systems


6/14 ........ Higher Learning Acrylic

6/14 ........ Getting Started

6/14 ........ The Art of Braiding

6/21 ........ Hair Manya Build on Basics Cutting Look & Learn

6/21 ........ Hair Manya Build on Basics Cutting Workshop

JULY7/19 ........ Clipper Demo

7/26 ........ Blonde Solutions Look & Learn

7/26 ........ Blonde Solutions Workshop

2010 Industry Summits• Leading manufacturers showcase newest products.• Business building sessions.

• Special savings on purchases.

All located at:

Global Distribution Center, Lyon Township, MI

Class schedules are subject to change or cancellation any time prior to the scheduled date based on enrollment.

Register Early for Best Availability!

purchased classes are not exchangeable and are nonrefundable.Classrooms open 30 minutes prior to course start times.

Manicure & pedicure October 3

Tanning November 20

MOROCCANOIL

Photographers Wanted!TNG Fans: Share your class experience on our Facebook fan page! Bring your cameras and snap some pics! Then post your favorites on our wall for all to see.

tngM_MJ10_72-75 Spa Academy Schedule_NEW.indd 4 4/15/10 9:02 AM


Our state-of-the-art education facilities bring you celebrity guest artists and courses similar to top academies around the world. Education provides inspiration, challenges the status quo and keeps your profession exciting.

Call 800.362.6245. Please have your professional or store license number or student identification and course item # available. All hair courses accredited through the state of Illinois. Some courses are accredited through the state of Ohio. Please call TheAcademy Education Director for details at 248.347.7700 x2969.


hair

axxium Soak Off SystemWorkshop


Blonde SolutionsThis course is split into a look & learn session and a hands-on workshop.

Look & LearnCreamy, buttery, icy… Blondes are the rage. Just in time for summer, create the look your client has been asking for. Kemon National Platform Artist Eric Lindsey, a master of balayage, showcases a variety of techniques for the perfect base, color placement and how to eliminate the challenges you encounter when attempting the perfect blonde.

BriNG: Pen and paper


WorkshopAll of the instruction in the Look & Learn session plus a hands-on experience guided by Eric Lindsey.

BriNG: All working tools including combs clips, apron,blow dryer and brushesiNCLUDES: Working product, manikin, lunch and certificate


Styling & FinishingThis course is split into a look & learn session and a hands-on workshop. No discounts on Moroccanoil classes.

Look & LearnA revolutionary styling, finishing and conditioning hair product… Moroccanoil. Moroccanoil has developed a unique, ultralight, non-greasy formula of Argan oil that seals in shine, producing silky perfection for all hair types. Learn the benefits of Moroccanoil including its ability to restore over-processed hair caused by chemicals found in shampoos, color procedures, perms and environmental factors. Also learn tips from the pros and how to create the prefect blowout to WOW your clients.



WorkshopAll of the instruction in the Look & Learn session, plus a hands-on experience. See and feel the results of Moroccanoil when you pair up with fellow classmates to give and receive treatments and blow outs.

BriNG: All styling tools, pen and paperiNCLUDES: Moroccanoil brush, free gift, working product, lunch and certificate


The Art of BraidingMastering braiding teaches you both discipline and cleanliness within your work, as well as manipulation of your hands. This hands on, step-by-step class will teach you how to do the inside and outside plait (French braid), as well as twisted plait (rope braid); fishtail, knotting, and basket weave. First begin with learning each braid visually through demonstration, then follow through with hands on. Finishing with incorporating your new skill into hairdressing and editorial work. This class is excellent for any hairdresser at any level wanting to master their hairdressing skills and apply braiding into their dresswork.

BriNG: Comb, rat tail comb, nylon pin brush, clips, bobby pins, hair pins, small elastic bands and flat iron iNCLUDES: Working product, certificate and lunch


Clipper DemoAn American Crew All-Star will guide you through the intricacies of clipper working, teaching the completion of clipper cuts and the appropriate methods for clipper use.



SChEDULE aT a GLaNCE

MaY5/3 .......... Acrylic Systems

5/3 .......... Axxium Gel System

5/4 .......... Getting Started

5/17 ........ Styling & Finishing Look & Learn

5/17 ........ Styling & Finishing Workshop




5/24 ........ Italian Touch Spring/Summer Collection

JUNE6/7 .......... Shellac System

6/7 .......... Clarite Odor & Tack-Free

6/7 .......... Acrylic Systems


6/14 ........ Higher Learning Acrylic

6/14 ........ Getting Started

6/14 ........ The Art of Braiding

6/21 ........ Hair Manya Build on Basics Cutting Look & Learn

6/21 ........ Hair Manya Build on Basics Cutting Workshop

JULY7/19 ........ Clipper Demo

7/26 ........ Blonde Solutions Look & Learn

7/26 ........ Blonde Solutions Workshop

2010 industry Summits• Leading manufacturers showcase newest products.• Business building sessions.

• Special savings on purchases.

All located at:

Global Distribution Center, Lyon Township, MI

Class schedules are subject to change or cancellation any time prior to the scheduled date based on enrollment.

Register Early for Best Availability!

Purchased classes are not exchangeable and are nonrefundable.Classrooms open 30 minutes prior to course start times.

Manicure & Pedicure October 3

Tanning November 20

MOROCCANOIL

Photographers Wanted!TNG Fans: Share your class experience on our Facebook fan page! Bring your cameras and snap some pics! Then post your favorites on our wall for all to see.

Reader’s ResponseWhat policy have you implemented that has meant the most to your bottom line?

We want to hear from you!What was the most successful promotion you ever came up with? What is your approach to competition? E-mail us a description of what you’re doing and we may feature your idea in an upcoming issue! Send your response to [email protected]

“We are focused on serving the individual; never using an assembly - l ine approach, which is often the case in many other

retirement communities. We believe the cookie cutter beauty shop in a retirement community is a thing of the past, and should be. This philosophy is appreciated by our community residents, as most have become loyal patrons and the salon nearly doubled annual gross revenue with this approach. To provide quality service, quality products must be used; therefore, we do not use any discount brands. We encourage the use of quality products by our customers in their homes. Our annual retail sales have increased by 200% as a direct result of staff education passed on to the customer.”

Robyn Church, manager, The Salon at Shell Point, Fort Myers, FL

“We are constantly evaluating what services we have to offer our clients. We strive to keep the menu simple, but we respond to client requests and our staff’s interests. For example, we had a

tremendous amount of requests for makeup services, so we sought out industry leaders to mentor us and then added the services to our menu. Clients were interested in modified services for their teens and tweens, so we researched these and added an exciting menu for our younger clients. Certain staff members wanted to become proficient in lash extensions, so they were trained and now we added that service.”

Jessica Campbell, owner, Spa Scotta, Seattle, WA

“The absolute best promotion we have is our ‘refer a friend’ p r o g r a m . Good clients r e c o m m e n d good clients.

Also, one of the owners is at the front desk at all times. This assures the clients that we care about them and their experience. Our hands-on approach allows us to understand our clients and the business on an intimate level. A client can be lost forever if their arrival, service or check out is mishandled.”

Holly Grist, owner, Salon 828, Wilmington, DE

connect


“I’ve made it my mission to educate anyone and everyone on the hazards of MMA and sub-standard, unsanitary, unlicensed salons who use illegal products and abusive filing processes.

I hand out my business card to clients and people I meet, which reads ‘Warning: be sure the products used on you are healthy. Go to my website NinasNails.net for more health education.’ It’s hard to find new clients with these sub-standard, unsanitary, unlicensed salons undercutting licensed professionals. Last year I wasn’t sure if I would still have a business now, but through advocacy and education I’ve been able to maintain my client base. This is my way of supporting the industry, and it doesn’t matter if people end up coming to me or choose someone else, as long as they go to a licensed professional nail tech.”

Nina Riegler, owner, Nina’s Nails & More!!, Minier, IL




tngM_MJ10_76 Readers Response.indd 1 4/12/10 2:41 PM



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CONNECT

1. Heat sugar and 1 cup water in a small pot until sugar dissolves.2. Add 1 cup bing cherries, bring to a boil and boil until the cherries begin to soften, about 2-3 minutes. Set aside to cool.3. Strain cooled bing cherry syrup into a large pitcher, pressing on the cherries to release their juice.4. Add lemon juice and cold water. Stir in remaining cherries.5. Pour over ice and garnish with fresh mint.

Makes 2 quarts California Cherry Advisory Board from calcherry.com

directions

bing cherry lemonade

• 1 cup sugar• 1 cup water• 1 lb. fresh bing cherries, washed and pitted (about 2 cups)• 1 cup fresh lemon juice• 6 cups cold water• Mint sprigs for garnish

ingredients

Delicious bing cherries are just coming into season. Offer clients this refreshing new version of an old favorite.




tngM_MJ10_78 recipe.indd 1 4/12/10 2:36 PM

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To order products call 800.362.6245AD INDEX

Tell us what you LOVE most about the summer months, be it business trends, what’s inspiring you now, or general things about this time of year. Send your response to [email protected].

PRODUCTS SHOWCASED

beauty, things we LOVE

reflections of“This is a great time of year. Everybody comes in so happy, the sun is out. They want to shed their clothes and show off fancy fi ngers and toes.”— Lynda Lorrow, The Ivy Tanning Salon & Spa, Southampton, MA

The Industry Source theindustrysource.comBest of the Best Contest ................................................................40Exclusive Deals ................................................................................90Master Distributor for Star Nail ......................................................91Michigan Exclusive Deals................................................................94Nailco Gold Deals ....................................................................81–89Store Deals ...............................................................................92–93

Intrinsics intrinsics.netMoisturizing and Gentle Cleansing Towels ..................................76

Judith August judithaugustcosmetics.comQuick & Easy Coverage Collection ................................................25

Kemon kemonacademyusa.comActyva ........................................................................................IFC–5Cramer Bleach and Kemon Color .................................................33Hair Manya .....................................................................................31

Maxim maximllc.comPedi Redi Plus Seasonal Fragrances ...............................................67

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Onymyrrhe, Inc. onymyrrhe.comOnymyrrhe ....................................................................................53

OPI opi.comHand and Nail Cleaners .................................................................29Manicure/Pedicure Soaks ...............................................................17SoftShades 2010 Collection: Pink .................................................65

Oster osterstyle.comClippers, Trimmers and Blades ......................................................41

The Pavilion thepaviliononline.comNational Showrooms and Design Centers ...................................61

SpaRitual sparitual.comKaleidoscope Collection .................................................................51

Star Nail starnail.comEco Nail Systems ......................................................................10–11

Therabath therabath.comParaffin Treatments ........................................................................47

tng worldwide tngworldwide.comSalons for the Cure ........................................................................35

Tweezerman tweezermanprofessional.comProfessional Implements ................................................................45

Ultronics ultronicsusa.comUltracare ..........................................................................................39

Wahl wahlpro.comManscaper and Peanut ..................................................................43

Amber amberproducts.comDepilatory Waxes............................................................................49

American International Industries aiibeauty.comChina Glaze ....................................................................................79GiGi Soy Natural and Deluxe Warmer ........................................ IBCIBD Soak Off ...................................................................................23

Andis andis.comTrimmers and Clippers ...................................................................59

Betty Dain bettydain.comCanyon Rose Spa Apparel .............................................................70

be PRO theindustrysource.comBest Bridal Bets ...............................................................................52

Biotone biotone.comAdvanced Therapy Massage Lotion ..............................................77

CND cnd.comShellac ...........................................................................................6–9Solar Oil .......................................................................................OBC

Cuccio Naturalé cuccionaturale.comDeep Dermal Transforming Wrap .................................................15Lyte Ultra-Sheer Body Butters ........................................................63

Diamond Technical diamondtechnical.comSalon Fashion ..................................................................................69

Equibal TheBodyPerfect.comFinipil ...............................................................................................12

essie essie.comResort Collection ............................................................................13

Fake Bake fakebake.comSpray Tanning Package ..................................................................62

Flowery flowery.comSwedish Clover Fot File ..................................................................95

Forever Natural forevernaturalnails.comPolytech ...........................................................................................19

Fromm frommonline.comProfessional Shears .........................................................................66

Graham Professional grahambeauty.comSpa Essentials Nitralon Blue Nitrile Gloves .....................................80

Helen of Troy hotus.comSalon Flat Iron 1” ...........................................................................27

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* Qualifying purchases are limited to items in thebeautybook and on theindustrysource.com. Excludes purchases on Exclusive products including, but not limited to, American Crew, Di:Fi, Kemon, Matrix, MOP, Moroccanoil, T3, TIGI, TRI, and Qtica.** Free shipping on all orders $49 or more in Continental U.S. only. Additional shipping fees apply to select items denoted. All The Pavilion items are excluded. ✝ Customers must purchase a minimum of $49 per quarter to qualify for a FREE magazine subscription.The Industry Source reserves the right to change, modify or cancel Nailco Gold at any time.

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RESULTS

The term “perm” is short for Permanent Wave. Permanent is a pretty strong word. That is a commitment. Today we are used to options and instant gratification. We have fast food restaurants everywhere. We have instant messaging.

We have cell phones that send texts around the world in seconds. We have thousands of “APPS” for tools like iPhones that provide instant information and choices. The world truly is at our fingertips. Thermal styling allows options, changes and instant gratification without a 3–4 month commitment. And today, women want options for their hair besides just the stick straight look.

Look at fashion magazines and runways. The models have beautiful, long, wavy locks of hair in spiral curls, ribbon-like curls and big waves. The difference between today and 20 years ago is that women are achieving those looks through “thermal styling” using curling irons and specialty irons. They are quick and easy to use and they create DRAMATIC CHANGE. They can flat iron their hair in the morning and create a more conservative business look for during the day, and then get creative and have fun with curls and spirals and different looks for the evening. The next morning, they can just wash it out and start over again with a different look. We have come up with a saying: “Thermal styling gives you dramatic change without commitment.”

As the maker of Hot Tools, over the past 10 years we have noticed significant growth in the curling iron business, especially in larger sizes, and now with technologies such as Titanium and Nano-Ceramic. The emerging trend we’re witnessing is growing demand in specialty irons. We have received thousands of requests at beauty shows, on our website and from beauty and

fashion editors about deep wavers, spiral irons, ribbon irons, coil irons, 3 barrel wavers and even crimpers. The new wave is coming…

be ready for it. ▲

Art AugustPresident, Helen of Troy

TheLastWord

Reflections on the Professional Beauty Industry

from industry leaders and experts

Straight hair looks have been around for about 10 years

now and although they are still seen, more and more

women are looking for body, wave, curls and texture.

Fashion seems to swing like a pendulum.

Go back 20 years and you will remember seeing curls. Perms were all the rage. But a perm was a commitment. They took time to wrap. They took time to process. They smelled terrible.

“““Thermal styling gives youThermal styling gives youThermal styling gives you

dramatic changedramatic changedramatic changewithout commitment.without commitment.without commitment.”””

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tis may/june 2010 magazine

Documents

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stunning results

advanced raw materials