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In this issue...
10
15
16
Marketing Solutions
Progressive businesses are always
looking for new talent or individuals
with specialized skills that can benefit
the company. Salons must do the
same. Kerrin Delaney’s strategies will
help you successfully recruit students
from cosmetology schools.
Better Business
Introducing our newest column Better
Business, Neil Ducoff and his team
from Strategies Business Solutions
will fuel your knowledge and understanding
of new ways to conduct
business. This month he talks about
a team-based pay program.
Esthetic Endeavors
The demand for well-trained
estheticians is steadily growing and
the diversity of job choices keeps
increasing. Our experience goes a
long way when we guide candidates
toward their successful entry into
the field. What can we share that will
help them most?
Serving southern
California since
2000
Choosing a Beauty Career . . . . . . 5
Recruiting into Cosmetology . . . 6-7
Beauty Business Buzz . . . . . . . . . 8
The Nail Extension . . . . . . . . . . . 9
Marketing Solutions. . . . . . . . . .10
The Mane Objective. . . . . . . . . .11
Blue Highways . . . . . . . . . . . . .12
Diverse Cosmetology Careers. . . .14
Better Business . . . . . . . . . . . . .15
Esthetic Endeavors . . . . . . . . . .16
California Board News . . . . . . . .17
Classifieds . . . . . . . . . . . . . .18-21
Calendar . . . . . . . . . . . . . . . . .22
What’s New in the Market . . . . . .23
On the cover...
Photo Courtesy of
ISO
Photographer: Hama Sanders
ISO Hair Team: Francie Sorem,
Addam Moreno, Darby Shields,
Eric Mayes
Makeup: Sammy Mourabit
Wardrobe: Nikko Kefalas
Visit Our Website to view the complete product selections @
www.sweisinc.com
Moroccanoil, L’anza, Sudzz & Zerran not available in all areas
Reach for the Stars—Reach for a Beauty Career
From the Editor
Lisa Kind
How many people do you know wish they
could amaze people with their artistic abilities?
How many mothers, sons, uncles, nieces,
friends do you know need good incomes but
flexible hours?
This month the Stylist tries to remind you
why you love the beauty industry and what
makes it great—and then we ask you to tell
a friend. Our focus this month? Recruiting
students into cosmetology.
Why? For one, because I think we’re all
tired of beauty students getting a bad rap: this is
no place for uneducated losers! This is for the
successful artisan; it is for the single mom who
supports her kids and yet is always home for
them on time; it is for the future mogul looking
to colonize the country, or the world, with their
brand and make a fortune. This is a place for
people who want to be creative and successful,
and we want everyone to know it.
So what paths can we offer people who
want to find their success in the cosmetology
field? Let me highlight a few articles as
examples.
Have you heard of assistant training programs?
On page 8, Shannon Wells will enlighten
you on how new beauty school graduates
can find their way into high-end salons faster
when those salons offer this type of program.
She also explains they keep a steady stream of
personnel ready and waiting on clients and
waiting to fill in if a current stylist leaves the
salon. This allows you fill the position immediately,
and with someone who already knows the
right way—your way—of doing things.
Our ever-enlightening esthetics writer,
Judith Culp, highlights the wide diversity of
opportunities open to estheticians. Does anyone
you know wish they could help people look
better and feel good about themselves, while
working closely with medical personnel? Or
perhaps they want to make their local TV
weatherperson HD ready with a specialized
facial and hand treatment, or maybe even work
in Hollywood. The options are wide open. To
learn more, check out “Sharing Our Career” on
page 16.
On pages 6-7, you’ll find information
from an educator’s point of view in the article
“Recruiting Students into Cosmetology.” Frank
Schoeneman will tell you, while educators may
be the front line in recruiting new students to
the industry; all sectors of cosmetology would
do well to be actively recruiting. While you’re
reading, you may be surprised at the amazing
percentages you find there describing the
health of, and the need for more workers in, the
beauty industry.
I hope you agree with Jerry Tyler’s assessment
on page 12, that “It Is a Great Time to
Become a Beauty Professional.” From his decadeslong
experience, he draws parallels between the
70s and now, and how even tough economic
times not only do not lessen the draw of the
industry, they enhance it. Why? Look for the
story in his article about someone who even
weathered the Great Depression working in
a salon. Listen as he assures you that you can
tell potential new students of the heartiness of
cosmetology even in tough economic times.
“From Gifted Grads to Great Hairstylists”
on page 10, will explain how you can successfully
recruit students from cosmetology
schools. This proactive approach, as explained
by Kerrin Delaney, can give you a real leg up
when it comes to finding talented individuals
to fill your stations and keep your clients as
happy as they can be.
This issue is a call to action for all of us
who love the professional beauty industry.
My hope is that you’ll spread the word about
the greatness of the wonderful career you’ve
chosen. If you reach more people and tell them
how much you love what you do, maybe by
this time next year you’ll have more new talent
joining your ranks and enhancing your services.
So let everyone know why your career makes
you smile.
Phone: 877.633.1717 - 310.375.0558 - Fax 310.375.9398 - e-mail info@sweisinc.com
4 | SEPTEMBER 2008 | CALIFORNIA STYLIST & SALON