| august 009 | texas stylist & salon · enhance your client’s salon experience and up-sells...

� | AUGUST �009 | TEXAS STYLIST & SALON

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Three Months of Marketing Elizabeth Brown

Back to School Marketing

As salon and spa professionals, we live in a world that runs two to three months ahead – if we do it right.

School typically doesn’t get out until late June, which makes it almost painful to write an article focused on Back to School, but there it is. Target local schools, PTAs, and school districts with offers for teachers, administrative and other staff.

Catering to teachers makes sense. They ap-preciate value and convenience and they appre-ciate having a style that is easy to maintain and replicate. Their time is at a premium; days start early and end late, so you might create special hours set aside for teacher’s appointments, or even set up a weekly teacher’s happy hour.

Ask your local school and PTA to place fly-ers with your contact information and a menu of offers in their break rooms. Contact local schools to ask about advertising special offers for teachers, students and parents in school newslet-ters. Support local athletic, music, art, theater, and other programs. Attend school events, get involved in auctions and fund raisers.

The Back to School season presents a time and opportunity-concentrated market. Most kids get their hair cut just before the begin-ning of the school year. Chances are you have clients who come to you for their hairstyling but take their kids to what they perceive is a less expensive walk-in salon. They are not sav-ing time and may not be saving money doing this, but their perception is that they are. While your client is in the chair this summer, ask them about their kids.

Then, when your client is checking out, book your client’s next appointment and offer

them the opportunity to book their children’s appointments at the same time at a “family rate” discount.

Add a feel-good element this fall, give clients a discount when they bring in school supplies that you will donate to needy families or local schools for kids in need.

Add-On Marketing StrategiesAs you create student- and teacher-focused

promotions, you may be working to create new products and services to add to your menu; after all, this has been a slow year and it is time to get creative and begin to carve out new sources of revenues and profits in order to start building business again.

Just as you create add-on menus in the salon and spa, you can create an “Add-On Marketing Strategy” to help you discover new clients, pool resources with other business owners, build business, and increase profit-ability.

Reach out to other businesses and share contacts and cross-referrals. Find at least five other businesses who would be willing to display your cards or menus at the register or waiting rooms. Doctors, dentists and ortho-dontists share your desired demographics to some extent, as do fitness centers, exercise and dance studios.

As you watch new coffee, wine, gift and other stores opening nearby, be among the first to walk through the door to offer to do cross-marketing.

This is more than sharing counter space. It is reaching out and bringing in new clients.

Elizabeth Brown is the founder of Be InPulse Marketing and Design in Auburn, Washington and the author of 12 Months of Marketing for Salon and Spa. Email the author at [email protected].

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4 | AUGUST 2009 | TEXAS STYLIST & SALON

TEXAS STYLIST & SALON is mailed free of charge to licensed salons, barbershops, beauty schools, distributors and manufacturers in Texas. Circulation is restricted to members of the beauty and barber profes-sion, its suppliers and students.CONTRIBUTIONS OF PHOTOS, ARTICLES, etc., are welcome. Payment offered only when arrange-ments are made in writing in advance with the editor/ publisher.ALL MATERIAL COPYRIGHT 2009 by Holland Graphics, Inc. and/or the bylined authors or photogra-phers. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher.OPINIONS AND ENDORSEMENTS herein are the sole responsibility of the writers or advertisers and do not necessarily represent the opinions of the publisher or the State Boards of each state. Publication of advertising contained herein does not constitute endorsement. Columns are the opinions of the writers and not those of the publisher. Texas Stylist & Salon as-sumes no responsibility for the claims of any advertiser in their paid advertising nor in the promotional material they provide either orally or in writing. Advertising does not imply that the paper will provide any editorial coverage, photos, calendar mention, or any other space or consideration other than actual space purchased. All advertising must be paid in advance of publication in lieu of prior arrangements. Invoices paid after terms will be subject to a 2.5% per month service charge. Delinquent invoices may be subject to a handling fee of 25%. Published rates are net. Agencies add 15% for gross cost. No Agency discounts. In the event a suit or action is brought to collect amounts due Texas Stylist & Salon shall be entitled to recover attorney fees and costs incurred.ADDITIONAL OR OUT-OF-STATE SUBSCRIP-TIONS: For a one year subscription, send name, address and zip with check for $20 payable to HOL-LAND GRAPHICS, INC. to Subscriptions, Texas Stylist, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221. Address changes require old mailing label.

Texas Stylist & SalonVolume 4, Number 1, Issue 37

August 2009

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Publisher Linda Holland Managing Editor Lisa Kind Production Manager Joel Holland Advertising Director Marcy Avenson Art Director Erica Gibson Classified Sales Kelly Smith

Contributing Writers: Judy Culp, Jerry Tyler, Charlene Abretske, Neil Ducoff, Vicki Peters, Elizabeth Brown,

Adrienne Kramer, Jenny Hogan

Texas Department of Licensing and Regulation

Susan Stanford, Public Information Officer

In this issue...

Three Months of Marketing . . . 2

Would You Like Fries with That . 6

Retail Matters . . . . . . . . . . . . 7

Beauty Business Buzz . . . . . . . 8

Esthetic Endeavors . . . . . . . 10

Build Business with Cosmetics 11

Texas TDLR News. . . . . . . . . 12

Classi� eds . . . . . . . . . . . . . 13

The Nail Extension. . . . . . . . . . 14

Calendar . . . . . . . . . . . . . . 14

What’s New in the Market . . . 15

Add-On Service and Retail Revenue

Today, more than ever, savvy business professionals are looking at ways to increase revenue. Do you raise your prices, work more hours? What if you added a new ser-vice to your menu or expanded your retail selection? This issue of the Stylist Newspaper answers those questions and more.

The definition of up-sell is the practice of suggesting higher priced products or services to a customer who is considering a purchase. As a salon professional, you are in a position to enhance your client’s salon experience and up-sells are a great way to offer them added results. On page 6, Jenny Hogan explains how up-selling can take very little effort to implement, yet can substantially increase your bottom line.

Everyone in the beauty industry could be doing up-sells – from a deep-conditioning hair treatment, to a paraffin soak or brow waxing. And if they do add-on services the result can be very profitable for a salon. Esthetician Judy Culp suggests offering ser-vices and products that can de-stress today’s clientèle. Turn to page 10 for more sugges-tions on add-on services that estheticians can use to generate more income.

On page 14, Vicki Peters suggests the only real constant in the nail business is that there will always be change. She challenges her readers to take a look at their business, breathe new life into it with fresh money-making ideas and get clients excited again. There are still people who feel it is a necessity to keep their nails in tip-top shape. These are the clients you want to attract with fresh new ways to set you apart from the competition.

Don’t forget marketing. When you add services to your menu make sure you let everyone know about it. Just as you create add-on menus in the salon and spa, you can create an “Add-On Marketing Strategy.” On page 2, Elizabeth Brown shares ways to dis-cover new clients, pool resources with other business owners, build your business, and all the while be increasing your profitability.

What about retail? We all know that sell-ing retail is a great way to generate income; but how do you know what products to choose?

Many of us have probably purchased products you thought would “fly off your shelves,” but they ended up gathering cobwebs. Charlene Abretske, page 8, offers guidelines when choosing your products. Set yourself up for success by providing products that will encourage your clients to reach out and buy them.

Turn to page 7 to read one salon’s retail success story. Refusing to participate in the economic downturn, Jungle Red Salon in Ohio made a decision to focus on increasing retail sales. With a supportive manufacturer and a team-oriented group of stylists, read how salon owners, Lisa and JP Travis did their homework and motivated their team to make retailing the main focus for increasing revenue.

Whatever route you take this year to generate more revenue, it is important to do your homework. Do the research! Check out new services before including them into your salon menu; educate yourself about new products and the manufacturer before your take on the line; explore your options for retail alternatives that might make a good fit in your salon. And make more $$$$ money!

From the EditorLisa Kind

8

10

Retail MattersGordon Miller spotlights one salon that did their homework, adjusting ideas to work in the context of their salon and mak-ing retailing work for them.

Beauty Business BuzzCharlene Abretske o� ers a few simple guidelines when choos-ing products to retail. Set your-self up for success and provide your clients with the products they can’t do without.

Esthetic EndeavorsSTRESS. There in lies a magic word that we can use to recre-ate ourselves and improve our future. Judy Culp o� ers products and services to de-stress, relax and take care of a stressed-out clientele.

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How to Use Add-Ons to Dramatically Increase Your ProfitsBy Jenny Hogan

One of the easiest and most profitable sa-lon systems to immediately start implementing in your business is the “bump,” or “up-sell.”

McDonald’s is the best example of a suc-cessful business regularly using the “bump.” Back in the 70s, McDonald’s realized they could up-sell customers by merely asking them if they wanted to add a side of French fries to their order.

Now, you may or may not be a fan of fast food, but you cannot argue the fact the McDonald’s chain is a very successful busi-ness. McDonald’s marketers caught on to the fact that when customers are already buying, they are open to the idea of buying more.

As a salon owner, spa owner or any other beauty professional, you too can take advantage of this very easy way to increase your profits, all without raising your prices or adding a single client to your books.

Or do you simply want to cut down on your current workload, work less hours and create more balance in your work and life? Lauren Gartland, founder of Inspiring Cham-pions, a business and coaching company offer-ing live training seminars, coaching and leader-ship services. She regularly advises clients on how to implement the “bump.”

“The bump, up-sell, or cross-sell are ways of expanding the existing purchase of a client,” Gartland noted. “If the idea of up-selling makes you uncomfortable, remember that you should never pressure your client into un-wanted services, or to make your client spend money irresponsibly.”

You are in a position to advise your client on what additional steps they can take to en-hance their salon experience and the bump is a great way to offer them added results. Bumps are usually lower priced products or services and are related to the purchase already being made. They take very little effort to implement and can substantially increase your bottom line over time.

Now you see the potential profits that up-selling can bring to your business or salary. Garland said, “Look at the professional prod-ucts you offer in your salon or spa. What is the beauty equivalent to a bag of French fries?”

Perhaps you offer a conditioning treatment that costs between $10 and $20, a glossing treatment or a specialized therapy for problem scalp conditions such as psoriasis or thinning hair? If you don’t currently offer any of these types of specialized add-ons, you should. They are a great opportunity to enhance both your client’s salon experience and results and your own profits and career satisfaction.

It’s a win-win for both you and your clients, giving them enhanced results with a

very small price increase while greatly increas-ing your income over time. Remember how much more profit McDonald’s made over a year with their increased sales of French fries at 60 cents?

Let’s say you have a conditioning treatment that costs $20 and you do just two a day. In a week’s time you’ve made $200 above your baseline. Over a 50-week period you’ve totaled $10,000 above baseline. All without adding any additional clients. That’s called working smarter, not harder.

“To really increase your profits from the bump, start to plan them into your day,” added Gartland. “Arrive at work half an hour earlier and go over your schedule. Look at the open-ings in your book and see them as opportuni-ties to create multiple services. If a client has a gap after their booking, could you up-sell them for a glossing treatment?

“If you feel a particular client is a good candidate for highlights or haircolor, could you take the extra time to add a consultation and advise them, perhaps looking through some stylebooks? They could just go for a hair-color makeover on the spot, or maybe you’ve planted a seed that will result in their wanting haircolor on the next visit.”

Think about which clients will buy prod-ucts and what would benefit their needs; then you can plan ahead to up-sell them. Let’s say you have 150 regular clients and their average ticket is $35; if you bump it up only $10 more, then over a typical five week period until you see the clients again, you have increased your income by $1,500. Over a 50-week period that becomes $15,000.

Everyone in the beauty industry can do the bump. Nail technicians can add on airbrush designs, jeweled nail art or offer paraffin soaks with their standard manicures. Massage thera-pists can add on spa treatments like heated hand and foot mitts, aromatherapy treatments or additional modalities like reiki or reflexology.

Estheticians can add collagen eye treat-ments, spa body treatments, hand and foot treatments and much more. Waxing and other hair removal techniques are great add-ons for estheticians and many hairstylists are also able to offer these services, at least for eyebrows and upper lips.

Always remember that you are in a position to enhance your client’s salon or spa experience and up-sells are a great way to offer them added results. The cherry on top of the sundae is that you will also be dramatically increasing your income, while also creating more balance in your work and life. Now go do the bump!

For more information call 800-496-9305 or visit www.InspiringChampions.com. Jenny Hogan is the Media Director at Marketing Solutions, Inc. For more information, contact 703-359-6000, visit www.MktgSols.com or send an email to [email protected].

Would You Like Fries with That?

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One Salon Makes Retailing Work

What follows is an email (edited for space) from an Ohio based salon that took our retailing advice to heart and made it work for them – with the help of a supportive manufacturer and team-oriented staff. Importantly, the salon did their homework and was thoughtful in their approach – working hard to adjust ideas to work in the context of their salon and all that is unique to it.

As their note to me began, “Marva Collins once said, ‘Success doesn’t come to you, you go to it.’ And that is exactly what we as a salon and a team decided to do.” Read on…

Dear Gordon, We are Lisa and JP Travis, working

stylists and owners of Jungle Red Salon in Centerville, Ohio. Being frequent readers of Ohio Stylist, we found your article, “Retail Matters”, to be not only truly inspiring and motivating – but it also helped us jump start our retail sales. I am so proud of our accom-plishments and wanted to share this with you.

At Jungle Red, we’ve decided that we were not going to participate in the recession but instead focus squarely on increasing sales. We are a booth rental salon, however, we re-ally work as a team, and that can be challeng-ing in growing retail sales. Our first concern was how to motivate the stylists.

Our original retail program required a minimum of $300 in monthly sales to earn a 10% commission – but there was no motiva-tion to grow so we adjusted to a tiered incentive program ($300-$600 receives 10% commission, $601-$900 is 15% and $901 + is 20%).

We then went to AG Hair Cosmetics, an incredible product company out of Vancou-ver, and asked for their support. Their motto is “education + knowledge = sales.”

We combined this with your “Top 10 rea-sons to retail” to show our staff how service and retail go hand-in-hand. AG was happy to provide an excellent hair sculpting and prod-uct knowledge class, as well as incentives and ongoing support for our efforts.

AG really customized the class to our salon. They asked what products we have challenges with and really focused on those. They gave us free products to give to each of our stylists (a great benefit as I truly believe if you are not using the products at home you can’t sell them).

We chose to launch our new retail com-mission structure at the class – and we started to see an immediate increase in sales. We are now paying 20% retail commissions to more than a few of my stylists as we continue to see sales grow.

Next we put together a “retail team” consisting of two stylists who are our top retailers (those who had the most to gain with our new tier system), my husband JP, and myself. The team’s role is a key one – help-ing us to execute new ideas and talk with our peers about retail. The retail team meets once a month to prepare for our staff retail meet-ings. These meetings are so great! We talk about challenges we are having as well as new initiatives being rolled out in the next month. We have found peer recognition is very motivating – more so than dollars – and so we announce the “stylist of the month” at the meetings, allowing each to talk about their favorite product’s features and benefits.

AG asked us to be one of their “retail with substance” salons – providing us with ongoing support and incentives every four-six months. They’ve given us a blueprint to go by and are teaching us how to keep the ball rolling.

One of the challenges we all face is that enthusiasm spikes after a good class and then begins to wane. One great way to keep it going is to create healthy competition among the staff. We post each stylist numbers daily, weekly, and monthly in our break room on a new “retail information” bulletin board. We’ve also involved our clients by holding “enter to win contests” with each product purchased. Our clients love it.

I feel we are forming some great retail habits. Next I want to start focusing on why we are doing this (the big picture if you will) and our goal to make our salon and each person who works here successful. I want us all to get the link between retailing and client retention. Also how it brings in new business as current clients tell their friends about their new products.

I am definitely passionate about this subject and about our industry. As I men-tioned earlier, peer recognition really inspires success. It would be such and honor to be mentioned in Ohio Stylist and Salon Newspaper and to share our story with others who are working to succeed.

Best Regards, Lisa Travis

Dear Lisa, Consider it done!All the best, Gordon Miller

Gordon Miller is the Executive Director for the National Cosmetology Associa-tion, the largest organization of salon professionals in the world. Its mission, since its inception in 1921, has been and continues to be to ensure that work-ing salon professionals have the tools and resources available to create career success with integrity. For more information on the NCA, visit www.ncacares.org or call 312-527-6765.


Retail Matters Gordon Miller


Living in this super fast-paced world where new innovations are introduced daily and technology travels at the speed of light, we can easily get trapped into thinking the new and hottest items in the beauty industry are going to magically fly off shelves and into all of our clients’ hands with ease.

Many of you have probably purchased products you were told would do just that, but ended up gathering cobwebs, eventually to be sold at a deep discount just to get your retail space back for products you know are old favorites.

You do need to keep up with the latest trends and products within your product lines, but make sure you are asking yourself, “How is this product relevant to my clients and why aren’t they reaching for it?”

You may have been surprised at what items you have offered in the past that actually be-came best-sellers among your clients. Here are a few simple guidelines when choosing products.

PROXIMITY — Think about what prod-ucts have not saturated your general proximity and look for items people need and want.

I once had a client who lived in a very small rural community in the Midwest, who had a small one chair salon. She knew there must be a way to capitalize on the nearest big box store being 90 minutes away and the near-est drug store being 30 minutes away. She had always had decent hair product sales, based on proximity and educating her clients. When she actually added hair accessories her clients were clamoring for more and she knew proximity could play a huge role for other retail items she could offer.

After the popularity of the hair accessories the clients asked specifically for other items like earrings, bracelets, scarves and sunglasses. Her retail sales eclipsed her service sales and her one chair salon became the fashion hub for several towns nearby.

EXCLUSIVITY — Scarcity immediately increases value of a desired item. This is a tricky one. Just because you are the exclusive salon or spa to carry a certain item does not mean it will immediately be a hit. Choose items your clients would like to have. You may hear from salespeople this is an item everyone wants and needs, a little homework in this category will go a long way.

When you are approached by salespeople you have not worked with in the past, or are at a trade show and hear how you must

choose right at that moment whether or not to purchase a large amount of product and you will be missing out on the best opportunity of the millennium – pause and say, “May I have several samples to try out on my clients to see if this product is relevant for them?”

When you slow down the “speeding train” of the sale, you will save tremendous time, money and heartache. We all want that magic bullet product our clients refuse to do without and they can only get from us, but in reality we all know there has to be some homework done in order to make a proper choice.

Regularly survey your clients who are in the salon to find out what they want and ask the manufacturer or distributor what kind of support you will have to educate your staff and clients on the particular item – then and only then say “yes or no.”

LIFESTYLE — Think about the indi-viduals who make up your client base. What does their lifestyle say about them and how they relate to your business? One company who mastered this is Starbucks; they offered the ability to create a cult-like following over coffee with two simple rules.

1. Allow people to feel special by allow-ing them to have their own special delicious concoction and writing their name on it.

2. Create a culture around coffee that appeals to their patrons including mugs, acces-sories and music.

I am not advocating that you begin serving

coffee, selling mugs, or creating a music label, but knowing their clients lifestyle allowed Starbucks to increase revenue not only in what they offered on their menu but also by what was on their shelves.

Look at lifestyle patterns among your clients. Many transcend age, income and regional differences. A good example of this is “comfort and pampering” items. Who doesn’t love exquisitely soft socks in the winter time or a tropical scented candle on a summer night?

Another example is the “green move-ment;” you can appeal to the masses while providing clients with luxurious lotions with the best ingredients or adorable handmade handbags made from recycled materials. Look for items with “broad lifestyle appeal”. Con-sumers like it when you provide them with products that give a positive feeling about who they are.

When you follow the simple rules before you give away your hard earned cash you will be setting yourself up for success and provid-ing your clients with the products that will allow them to reach out and buy something relevant to what they want, need and simply can’t do without.

Charlene Abretske is a business advisor with Your Beauty Network and supports salons and spas with growing their businesses through on demand back office tools designed for beauty professionals. For more information call (866)364-4926 or email [email protected]. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com

Beauty Business BuzzCharlene Abretske

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WHITE PAGES - CENTERFOLD BACK

Is Stress the Magic Key?

Periodically you have to ask yourself, “Are the services we currently offer as popular as they were a year ago?”

It’s certainly a time when most of us are taking a second look at the services and products we are offering and doing serious re-evaluation. This is really something that needs to be done on an annual basis. Have the demand for them grown, shrunk or stayed about the same?

This knowledge gives us valuable informa-tion about the direction we are headed in the future. It’s also an issue that taking the time to do this right now may be more difficult.

If a business has felt negative economic impact then the owners may cut extrane-ous spending and may be trying to do more themselves instead of paying for it to be done. So we are working more hours, spread thinner and making less money.

Whoa! Wait!! This doesn’t sound like fun. It sounds like stress. STRESS. There in lies a magic word that we can use to recreate our-selves and improve our future. What do stressed people need? We need to be de-stressed, relaxed and taken care of. We need products and ser-vices to help us accomplish this.

If anyone knows a client who is not more stressed today than they were a year ago, please email me and let me know. I’d like to meet this person.

This stress creates its own demand for our services. Sure they want to have services that produce results, but they also need to de-stress. For the client to look their best and feel their best we can pamper them and offer ways to make them feel cared for or that their lives will be much easier. This can be achieved in multiple ways.

Stress-reduction treatments: Start by developing a menu item specifically designed to reduce clients’ stress. This might be a pam-pering facial just focusing on relaxing massage and soothing products. Or, it might be using anti-stress, anti-aging products so when the client completes their service they are not only relaxed but their skin looks and feels more youthful. These treatments trigger the need for home care products to continue improve-ment and achieve long term goals of looking younger.

Another treatment might be energy balanc-ing incorporating floral waters, chakra gem-stones and Reiki therapy. Reiki and alternative energy management are some of the fastest growing areas of renewed interest. It isn’t sur-prising due to not only their effectiveness but the new focus on alternative, more “natural” health modalities. These treatments may create

the demand for home care items that the cli-ent can employ to keep stress down. Crystals, floral waters, tinctures, relaxation music, soy candles, and other items can become great impulse items for the client.

Don’t overlook Ayurveda. The most relaxing treatment I have ever had was Shiro-darah. This is the procedure where warm oil is streamed over the third eye and it is mesmeriz-ing. One loses the ability to continue to focus on stressors during the treatment.

Ambiance and the appropriate skills are essential. It can be incorporated into most treatment spaces and the set-up costs are like nothing compared to most of our technology. This could be done as a stand-alone service or incorporated with other treatments. It is always suggested that it be the last service performed and the client should be allowed to slowly come back to reality rather than rushed out the door.

Marma point massage is another Ayurvedic service that is very relaxing. There are treat-ment protocols out there that focus on the head and neck. This could be offered prior to the Shirodarah or as a stand alone treatment.

Rose essential oil and rose quartz stones are both known to have many favorable attri-butes for stressed females. Put together a rose and rose quartz facial service incorporating your favorite products. My personal favor-ite for a rose essential oil is Rose Otto from Bulgaria. I think it has a more true rose scent and may actually be less expensive than some others. For summer use your stones at room temperature and they will impart a delightfully cooling sensation.

Do you have some great smelling items the client can purchase to keep the ambiance you have created going? Essential oil enhanced lotions or body care that helps them get back to the natural is great. Everyone is jumping on this bandwagon.

Did you know all those fabulous wineries are starting to add great smelling body prod-ucts that tout the benefits of the grapes includ-ed in them? Anyone located in areas where wine growing is a popular thing may want to add some of these lotions for home care or gift giving. The manufacturer knows that a great smelling lotion sells because of how it makes the client feel physically and emotionally. It can be very relaxing – and de-stressing.

We can reduce our own stress by offering services and products that de-stress clients, make their lives simpler and protect them in a way that helps them emotionally and physi-cally. It’s a win-win solution.

Judith Culp, a CIDESCO Diplomat has been in the esthetics industry since 1980. A CPCP permanent makeup technician for over 18 years she served a 4-year term as a Director for the Society of Permanent Cosmetic Professionals, two years as their president. She is president of Culp Enterprises Inc. and CEO of NW Institute of Esthetics. Judy Culp is available for consulting. For more informa-tion visit www.estheticsnw.com.

Esthetic Endeavors Judith Culp

TEXAS STYLIST & SALON | AUGUST 2009 | 11

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Build Your Business with CosmeticsBy Adrienne Kramer

Why do women buy a new lipstick? Actually, for a variety of reasons—they

bought a new dress, have a date or special event to attend; they want a quick pick me up or even because they lost their favorite tube.

Or, it could be as simple as they saw a new color they loved and HAD to have it. In fact, the lipstick market continues to grow because there is nothing to cap its usage. Are your cli-ents buying their lipsticks and other cosmetics from you, their chosen beauty adviser?

The single most important factor that influences consumers to buy cosmetics is emotion! But today’s client is also different than she was last year. She’s spending less on her hair, probably appointment stretching by at least a couple of weeks. According to a recent panel of modern women of all ages and races, today’s client calls herself a “frugalista” and she’s watching every dollar.

The good news is that beauty matters to her and she is willing to spend her money on what’s important to her. She may streamline extraneous beauty rituals, but she realizes that premium products prove themselves, and she will spend money for things that demonstrate high quality and value for the dollar.

Here, are some tips for building your cosmetics business.

You have to have cosmetics in your salon in order to sell cosmetics services and products. In addition to a large display area, you’ll want to have impulse items for sale on your front desk and retail shelves, as well as a touch-up area where your team can offer a quick re-application of a few products after every hair service. Chances are, there’s someone working your front desk who is passionate about beauty and cosmetics, but might not have a cosmetology license. This is the perfect opportunity to get them involved. Give extra incentives and training to help turn her into a top sales person.Wear makeup every day. Beautiful makeup is always a great conversation started with clients between tips about hair. Make a makeup plan for the year. Partner with a cosmetics company that offers bimonthly promotions that make it easy for you to introduce a new trend or product or special promotion to your clients. Think about how women wait for the department store promotions by the big cosmetics brands. When you have something new to create excitement every client cycle, they’ll looking forward to learning what’s new at your salon.

Adrienne Kramer is president of Mirabella Beauty, salon professionals’ No. 1 choice for cosmetics. For more information visit www.mirabellabeauty.com.

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1� | AUGUST �009 | TEXAS STYLIST & SALON

Barbers .........................................13,014Barber manicurists ...........................393Barber technicians ..............................19Barber hair braiding specialist ...........62Barber hair weaving specialist .............1Barber shops ..................................5,120Barber manicure shops ....................114Barber hair braiding shops...................3Barber hair weaving shops ...................3Dual shop/salon .............................596*Barber instructors ............................153

Students .........................................1,968Schools................................................36Class A Barber booth rentals ........3,805Barber manicure booth rentals ..........73Barber technician booth rental ............1Barber hair braiding booth rentals ......5Barber hair weaving booth rentals ......1

* Dual shop/salon also listed incosmetology statistics

Barber — Shear NumbersOperators ...................................105,383Manicurists ..................................32,096Facial specialists ...........................13,073Weavers .............................................180Braiders .............................................720Shampoo specialists .........................156Wig specialists.....................................20Shampoo apprentices ..................11,585Operator instructors .....................4,023Manicure instructors .........................48Facial instructors ................................87

Wig instructors .....................................3Students .......................................19,336Schools..............................................384Salons ...........................................20,789Manicure salons ............................1,292Facial salons ......................................575Facial/manicure salons ..................3,834Hair braiding/weaving salons ..........148Wig salons ...........................................36Independent contractors .............40,731Dual shop/salon .............................596*

Cosmetology — Shear Numbers

If in Doubt, Check it OutHaircuts, coloring, weaving, braiding,

manicures or pedicures: these are a few of the cosmetology or barbering services you offer clients. But, being a leader in your industry you are always on the lookout for a new procedure that enables your business to stand above the rest, to earn you the respect of your customers.

The Texas Depart-ment of Licensing and Regulation (TDLR) encourages you to be an industry leader but at the same time also cau-tions you to make sure the new procedure you consider adding to your menu is in compliance with Texas laws and rules that regulate your industry.

Beware of procedures or machines that have a medical component. Be sure to check with a TDLR compliance inspector or program specialist before undertaking the expense to add a procedure. Remember: if in doubt, check it out. You should check out the procedure in your Law and Rule handbook and/or with a TDLR representative to make

certain the process is allowed under your cosmetology or barbering license.

Think twice about adding a procedure if sanitation issues are in question. Your clients’ health and safety is always a concern for you but TDLR is concerned about both your

clients’ and your health and safety. Again, a good resource for checking on sanitation require-ments is your TDLR Law and Rule handbook or a TDLR inspector or program specialist.

Expanding your services is exciting and it

keeps the industry and your business grow-ing. A growing business soon blossoms into customer loyalty and respect. Maintaining that loyalty and respect means you need to do your homework and have the knowl-edge and skills that will keep your clientele healthy. If you have a question please email barber questions to [email protected] and cosmetology questions to [email protected].

Health Study Brings Diversity into Three Dallas Barber ShopsShops Host Blood Pressure Study

High blood pressure, referred to as hyper-tension (HTN) by members of the medical community, is more common and more severe in African-Americans than in any other racial or ethnic group in the United States. According to the medical references, Hyper-tension and “Archives of Internal Medicine,” forty percent of African-American adults have high blood pressure and two-thirds of these adults are either not receiv-ing treatment or are not receiving proper treatment for the condition.

In 2007 Dr. Ronald G. Victor, former Chief of the Hypertension Division at University of Texas Southwestern Medical Center in Dal-las, conducted a study in three Dallas County barber shops. The study involved barbers tak-ing the blood pressure of African-American men who were regular customers of the shop. Texas barber shops have always been cultural establishments that attract large numbers of African-American men; therefore, the shops offered the study maximum contact with men who history shows don’t have regular contact with a healthcare system.

Barber shops are a gathering center in the African-American community: political dis-cussions, local gossip, sport opinions are often topics of conversation. Now a new topic is being introduced into the shop culture, one that you might not want to think or talk about but being a silent killer needs to be brought into the open. In an effort to make sure their

customers knew their blood pressure reading six barbers recorded 8,953 blood pressure checks during 11,066 haircuts!

James Smith, owner of Lancaster Kiest Barber Shop in Dallas, participated in the study and states, “I discovered my blood pressure was high, while I was being trained to measure blood pressure in the barber shop. My doctor always told me it wasn’t too high

in his office! Now I know that it always has been high.”

The study points out that the patron-age barber shops receive deserves a special note. The fact that most customers visit the same barber shop twice monthly enabled research-ers to have frequent interactions with the

study participants. Smith is now a sup-

porter of the program and hopes to see it established in Texas barber shops one day; having customers walk away

with a good hair cut and a pink slip telling the person’s blood pressure in hand is a com-munity service he is excited to see in barber shops across the state.

Blood pressure checks isn’t a service that falls under the Texas Department of Licens-ing and Regulation (TDLR) guidelines but the health and safety of barber shop custom-ers and of the barbers themselves is. TDLR encourages all Texans to practice preventive healthcare and if you don’t know your blood pressure reading please find it out. Ask your pharmacist, doctor or health clinic where you can obtain a free blood pressure check. After all, TDLR just celebrated its one hundred year anniversary and we want to see you cel-ebrate your one hundred year birthday too.

Mr. Joe Willis has been a customer of Lancaster Kiest

Barber Shop for over 17 years and was one blood

pressure study participant.

...do your homework and

have the knowledge and

skills that will keep your

clientele healthy.


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14 | AUGUST �009 | TEXAS STYLIST & SALON

The Nail Extension Vicki Peters

Consumer Confidence

Who said the beauty business was reces-sion-proof? We might have been until this recent recession and now many highly skilled, fully booked nail techs are feeling the pinch all across the country.

According to James Hobart, industry lead-er and author of Change-The Only Remedy in the June issue of the BIR Report, “If you keep doing what you have always done, you will keep getting what you have always gotten!”

CHANGE! We need to take a look at our business, breathe new life into it with fresh money making ideas and get our clients ex-cited. The nail business is always changing, so ask yourself are you changing with it?

But first, we need to address how we feel internally before we can change what happens on the outside. If you feel the recession has killed your business, then it will. You need to project positive energy that will spill over to our clients and not get caught up in the negative. So here are some questions you can ask yourself to see where you are and some possible solutions.

When was the last time you learned a new technique and actually implemented in into your salon menu?Have you attended a class, networking event or trade show in the last three months?Do you offer gels in your salon? If not, you are definitely out of the loop on what is new in techniques. What about soak off gels?Are you offering Toe Bling during pedicures? When was the last time you raised your prices? Do you feel you will loose clients if you raise your prices? If so you need to rethink the quality of your services.

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Do you feel you cannot charge higher prices because of the salon you’re in? Then move. Position yourself in a higher end salon in a higher end neighborhood. Your prices should reflect the quality of service. Is your service time one hour or less for fills, one and one-half hours or less for full sets? If not, then you should take a class or work with a seasoned tech on streamlining your time.When was the last time you redesigned your services and changed them up with new names, themed pedicures, etc? Have you introduced new salon services recently?When was the last time you tried a new lo-tion, acrylic line or purchased a new product system to compare what products you are using now?Do you earn 15% to 20% of your earnings in retail sales a week?What marketing have you done lately to attract new clients?

Ask yourself if you are resistant to change; if you are, now is the time to take a good look at your nail business, make some changes, add some excitement to it and watch it grow. Even though we are in a recession, there are many clients who still can afford to get their nails done and are not as affected. Those are the clients you want to attract with a fresh new way that sets you apart.

All of these questions play a part in how successful your business is and how our clients perceive us. We need to earn their trust in our positive actions and if they see excitement, they will be excited as well.

Vicki Peters is a 28 year veteran master nail tech, competition champion, judge, international educator, author and manufacturer and serves on the Nail Manufacturer Council. For more information visit www.vickipeters.com or email her at [email protected].


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3: SO.CAP.USA Hair Extensions presents Skill Enhancement Class, Arlington, TX 1-888-460-3031 www.socapusa.com

3-4: Salon Source presents Beautiful Business Academy, Dallas Fort Worth, 1-800-789-3211

3-4: Skin Logic Training Center presents Skincare Basics & Facial Treatments, Austin, TX (512)944-9780, [email protected]

3-7: Westmore Academy of Cosmetic Arts presents Westmore Method - 5 looks, 5 days,, Burbank, CA 1-877-978-6673

3-21: Westmore Academy of Cosmetic Arts presents Makeup for Beauty, Fashion & Glamour, Burbank, CA 1-877-978-6673

3-Sept.11: Westmore Academy of Cosmetic Arts presents High Fashion, Print & Photography, Burbank, CA 1-877-978-6673

3-Oct.23: Westmore Academy of Cosmetic Arts presents Motion Pictures and Television, Burbank, CA 1-877-978-6673

5-Oct.21: SPAWHO.COM, Inc. presents Top Gun Front Desk Train-ing - Online Webinar Course www.spawho.com, click training

8-9: Westmore Academy of Cosmetic Arts presents Beauty Airbrush & Avante Garde, Burbank, CA 1-877-978-6673

9: SO.CAP. USA Hair Extensions presents Certification Class, Austin, TX 1-888-460-3031 www.socapusa.com

10: Skin Logic Training Center presents Microdermabrasion Certification, Austin, TX (512)944-9780, [email protected]

10: Abco Salon & Spa Services presents Rules & Regulations, Sanitation / Soak-Off Gels, Dallas, TX (972)484-2222

10: SO.CAP. USA & MyLan Beauty Enterprises present An Exten-sive Evening Course with Manny Villarreal & SO.CAP. USA presents Skill Enhancement Class, Arlington, TX 1-888-460-3031 www.MyLanBeauty.com

10-11: Salon Source presents Beautiful Business Academy, Hous-ton, 1-800-789-3211

10-11: NCEA Certification Prep Class WEBINAR 1-800-242-1103 ext. 3243 / [email protected]

10-14: Westmore Academy of Cosmetic Arts presents retro Fashion Makeup 30’s-60’s, Burbank, CA 1-877-978-6673

16: SO.CAP. USA Hair Extensions presents Certification Class, Arlington, TX 1-888-460-3031 www.socapusa.com

17: Armstrong McCall presents Diamonds Cosmetology Sanita-tion, Law & Regulation (903)891-1069 or www.diamondscosmetol-ogy.com

17: Skin Logic Training Center presents Advanced Facials & Microdermabrasion Treatments, Austin, TX (512)944-9780, [email protected]

17: SO.CAP.USA Hair Extensions presents Skill Enhancement Class, Arlington, TX 1-888-460-3031 www.socapusa.com


24: Skin Logic Training Center presents Advanced Peel Tech-niques, Austin, TX (512)944-9780, [email protected]

24: Amazing Head to Toe Certified Botanical skin care classes / workshops. Call for reservations (949)598-4500


24: Abco Salon & Spa Services presents Aloxxi Colour & Phyto Organics Demo, Dallas, TX (972)484-2222

27: KM Impressions Image & Makeup Academy presents Basic Makeup Training Workshop, San Antonio, TX (210)655-4624


31: Skin Logic Training Center presents Dermaplaning, Austin, TX (512)944-9780, [email protected]


31-Oct.22: Westmore Academy of Cosmetic Arts presents Makeup for Beauty, Fashion & Glamour (evening course), Burbank, CA 1-877-978-6673

31-Dec.17: Westmore Academy of Cosmetic Arts presents High Fashion, Print & Photography (evening course), Burbank, CA 1-877-978-6673

August 200910: Rise - Maly’s Business Forum, Pasadena, CA www.malys.com15-18: Bronner Bros. International Hair and Beauty Show, Atlanta,

GA www.bronnerbros.com16-18: Strategies presents Success for Today’s Salon/Spa

Manager, Centerbrook, CT www.strategies.com23-24: The High Road to Education Ultimate Two Day Event,

Pittsburgh, PA www.theHRTE.com23-24: Miami International Beauty and Barber Show, Miami, FL

1-866-351-SHOW www.beautybarbershow.com23-24: Expo Latino Show CCA Education and Student Competi-

tion, Long Beach, CA 1-800-482-3288 www.the-cca.com30-9/1: Champ Camp, San Diego www.inspiringchampions.com31: Salon Source Salon Expo, Austin, TX (512)454-9200 www.

salonsource.biz

September 20094-5: VitaSpa ‘09 Buenos Aires, Argentina, www.vitaspaweb.com12-13: ThermaFuse Council Weekend featuring Cosmo Easterly,

Kannapolis, NC 800-331-HAIR www.thermafuse.com12-14: International Congress of Esthetics and Spa, Long Beach,

CA 800.471.0229 or visit www.LNEONLINE.com 13-14: Armstrong McCall’s Annual World’s Fair Hair, Skin & Nail

Show San Antonio, TX 1-800-45-SALON www.armstrongmccall.com13-16: Strategies Incubator, Centerbrook, CT www.strategies.com13: Maly’s presents Undressed - Creativity Exposed, San Fran-

cisco, CA www.malys.com14: Rise - Maly’s Business Forum, Phoenix, AZ www.malys.com15-17: HBA Global Expo and Education Conference, New York, NY

212-600-3000 www.hbaexpo.com20-21: Strategies presents High-Performance Front Desk Training,

Centerbrook, CT www.strategies.com20-21: Beauty School Forum, Barristar Productions, Pasadena, CA

www.barristar.com 800 SHOW-432 20-22: Cash Flow Camp, Nashville www.inspiringchampions.com20 Maly’s presents Undressed - Creativity Exposed, Bellevue, WA

www.malys.com27-28: ABA Canada Beauty Show Regina www.abacanada.com

October 20094: Beauty School Forum, Barristar Productions, Indianapolis, IN

www.barristar.com 800 SHOW-432

4-5: ABA Canada Beauty Show Calgary www.abacanada.com4-5: The High Road to Education Ultimate Two Day Event, Dallas,

TX www.theHRTE.com5-8: ISPA Conference, Las Vegas, www.experienceispa.com/ISPA11: George Riley’s PBC Central Coast Show, Santa Cruz, CA

1-800-303-3630 www.georgerileyspbc.com11: Central Coast Hair Design & Beauty Expo, Santa Cruz, www.

cocoanutgrovesantacruz.com/hairshow11-12: Mid-American Beauty Classic, Columbus, OH

www.premiereshows.com14: Welcome to Our World sponsored by the Professional Beauty

Federation 800.468.2274 x343717-19: Intercoiffure Fall Atelier, New York www.intercoiffure.us

1-800-442-300717-19: Salon International, London, www.salonexhibitions.co.uk18: Maly’s presents Undressed - Creativity Exposed, Irvine, CA

www.malys.com18: Beauty School Forum, Barristar Productions, Phoenix, AZ

www.barristar.com 800 SHOW-43218-19: Premiere Birmingham, AL www.premiereshows.com18-19: Heartland Beauty Expo, MN www.heartlandbeautyexpo.com25-26: Texas Beauty Show, Dallas, TX 512-415-8300

www.texasbeautyshow.com25-26: International Congress of Esthetics and Spa, Philadel-

phia, PA 800.471.0229 or visit www.LNEONLINE.com25-26: ABA Canada Beauty Show - Moncton www.abacanada.com25-27: Goldwell Trend Zoom, Las Vegas, NV www.goldwell-

northamerica.com

November 20091-3: Cash Flow Camp, Washington, DC inspiringchampions.com2: Rise - Maly’s Business Forum, San Francisco, CA malys.com7-8: International Esthetics, Cosmetics and Spa Conference IESCS

Florida, www.iecsc.com8-9: Salon and Spa Buyers Bazaar, Pomona, CA, Fairplex Event

Center, 800-859-9247 www.sasbb.com8-10: Strategies presents Success for Today’s Salon/Spa Man-

ager , Centerbrook, CT www.strategies.com8-11: Strategies Incubator, Centerbrook, CT www.strategies.com13-17: AACS Annual Convention, Phoenix, AZ www.beau-

tyschools.org15: NailPro Sacramento, 888.491.8265 www.nailpro.com16: NailPro Institute. 888.491.8265 www.nailpro.com


WHAT’S NEW IN THE MARKET

Have your product considered for the Stylist & Salon’s What’s New section. Send press releases with a photo to Managing Editor Lisa Kind at [email protected] or mail to Stylist & Salon Newspapers, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221.

8 function machine

sterilizer

hot towel cabbie

wax warmer

adjustable chair

facial stool

trolley

(800) 272-1716 www.europroequipment.biz

• 20 years in business

• Superior quality service

• 1 year warranty

“I’m very impressed with the level ofservice Europro Equipment provided toour salon. No other company compareswith the quality of service they provide.”

- Bally’s Hotel & Casino Spa

Order now and receive

of Bio Jouvance ParisProfessional Skin Care Products.

COMPLIMENTARY GIFT

A $300 Value!

Start-up Package $1,890 Reg. $3,364

1. Mirabella Beauty Off ers ‘Hope’Mirabella Beauty makes it easy for salons and spas to support the research, treatment and education

for breast cancer with the launch of “Hope” Lip Colour. The company will donate $1 from every tube sold from June through October to City of Hope, a leading research and treatment center for cancer, diabetes and other life-threatening diseases.

Like all of Mirabella Beauty’s Lip Colours, Hope features a smooth and creamy, long-wear mineral formula that glides on beautifully and is free of lead and paraben. Natural oils soothe and calm dry, irritated lips, while a soft vanilla scent adds to the overall luxurious experience.

Mirabella provides contemporary cosmetic products in timeless and trendy colours, professional art-istry tools and technicals. For more information, visit www.mirabellabeauty.com or call 1-800-853-6650.

2. LiQWD: A Streamlined Selection for All Hair TypesFrom one of the original creators of Alterna, now comes LiQWD, an unprecedented, capsule

collection, powered by proprietary scientific advancements. Working from the fact that traditional products deposit treatment ingredients onto hair’s surface layer for underwhelming results, LiQWD Founder, Dean Christal, collaborated with leading chemists to develop intensive treatment and color care compounds.

Formulated into all LiQWD products, Nano-Hydrasphere™ technology reshapes nano-molecules, allowing them to reach hair’s weakest points, fortifying the critical cortex layer with essential moisture, vital nutrients and intensive volumizers. LiQWD also champions color with first-time ColorLife® technology that extends color brilliance as it protects against UV rays, heat, environmental damage, breakage and frizz.

The LiQWD line consists of Hydrating Shampoo and Conditioner, Volumizing Shampoo and Conditioner, Professional Smoothing Catalyst, Professional Volumizing Catalyst, SLiQWD and LiQWDITY Intensive Hair Repair. For more information call 1-888-456-6244 or visit www.liqwd.com.

3. Aknof Off ers New Eff ective Treatment for AcneAknof is the first fully organic topical cream designed to inhibit the enzymes responsible for oily

skin, blackheads and pimples. 89% of those participating in a clinical study had a ‘quite satisfactory” degree of improvement with no unwanted side effects.

Aknof regulates excessive sebum production and is enriched with many healing antioxidant, anti-inflammatory, antibacterial and antiseptic properties creating a complete and unique formulation against skin impurities. Results are evident in the first month of use.

For more information call 1-800-767-6765 or visit Dermavista.com.

4. Moroccanoil Launches New Moisture RepairThe Moroccanoil brand, professional luxury Argan Oil-infused hair care products, launched its

highly-anticipated Moroccanoil Moisture Repair Shampoo and Moisture Repair Conditioner.Moroccanoil Moisture Repair Shampoo gently cleanses, protects and improves hair’s condition

and repairs color-treated, highlighted or damaged hair. Highly concentrated, it contains 30% active ingredients and infuses hair with Moroccanoil’s original, proprietary Argan Oil blend. The shampoo also contains Avocado Oil and antioxidant plant extracts, including Rosemary, Lavender, Chamomile and Jojoba as well as Silk amino acids, keratin, proteins and other nutrients.

Moroccanoil Moisture Repair Conditioner gently detangles, reconstructs and strengthens weak, damaged, color-treated and highlighted hair. It works on two molecular levels, to penetrate moisture to the cortex and cuticle of the hair shaft. Rich in vitamin E, essential fatty acids, vegetable protein, and antioxidant plant extracts including Rosemary, Lavender, Chamomile, and Jojoba.

Moisture Repair Shampoo and Conditioner are free of sulfates, phosphates and parabens, and are not tested on animals. For more information contact Texas distributor, ABCO Salon Services at 1-800-875-2226 or visit www.moroccanoil.com.

5. Wella Color Moves with Texture and CutFollowing the launch of the newly reformulated Koleston Perfect, Wella Professionals created

Color Movement - 6 comprehensive color services for the 6 tonal families. It is based on a collection of services where color placement is professionally designed to move with the client’s texture and cut, precisely the customized color that only professionals can provide. Each service comes complete with color technique education, full-service client consultation tools, and in-salon client marketing support.

The Color Movement “Try Me” Kit serves as an introduction to Koleston Perfect and the cor-responding Color Movement services that will enhance stylists’ skills and increase business. The “Try Me” kit includes: 4 tubes of Koleston Perfect shades and 1 Koleston Perfect Developer 20 Volume to complete the technique. For more information call 1-800-935-5273 or visit www.wellausa.com

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