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In this issue... 4 7 8 Strictly for Students The Baby Boomer generation is mostly made up of fit, smart, consumer savvy customers, and if you market to them, you will increase your business. Beauty Insider How do you overcome the potential challenges to keep lines of communication open with your older clients? Or, are they truly being underestimated when it comes to digital forms of communication? The Nail Extension Regardless of their age or gender, most of my clients view professional nail care as routine maintenance rather than a frivolous activity or selfish extravagance. Beyond Your Chair . . . . . . . . . . . . 2 Strictly for Students . . . . . . . . . . . 4 Esthetic Endeavors . . . . . . . . . . . 5 Beauty Insider . . . . . . . . . . . . . . 7 The Nail Extension . . . . . . . . . . . . 8 Oregon Board News. . . . . . . . . . 10 Washington Board News . . . . . . . 11 Snips & Clips . . . . . . . . . . . . . . 11 Classifieds . . . . . . . . . . . . . . 12-13 Online Alternatives . . . . . . . . . . 13 Better Business . . . . . . . . . . . . 13 Give Clients some “Thin-spiration” 13 The Beauty Professional . . . . . . 13 Blue Highways . . . . . . . . . . . . 13 The Mane Objective. . . . . . . . . . 14 Calendar . . . . . . . . . . . . . . . . . 14 What’s New in the Market . . . . . . 15 Cover Photo Courtesy of Leyton House Professional Don’t Miss the Next Issue! Didn’t receive your own copy of the paper? Now you can ensure you’ll get it each month to your home address… subscribe now! Don’t miss this opportunity to keep up on the latest in beauty business news including important updates from your Licensing Board, shows and events, business tips, and special promotions from our advertisers! Go online to subscribe. www.stylistnewspapers.com 4 | MAY 2013 | NORTHWEST STYLIST & SALON ä The Senior Beauty Scene Strictly for Students Maggie Cruz They were the LOVE generation and never thought they would be described as seniors. But, there they are -- the Baby Boomers! They have come of age and passed it! They are now retiring; have more disposable income than seniors before them; want to look young longer and are willing to pay for it. Baby Boomers were born between 1946 and 1964, and they make up a huge percentage of the population and a huge part of your beauty business. As these baby boomers age, their hair ages as well, and it’s just not acceptable to have old hair. They don’t mind aging gracefully; they just don’t want to look old. The Baby Boomer generation is mostly made up of fit, smart, consumer savvy customers, and if you market to them, you will increase your business. First and foremost, most of this generation does not want to be gray before they have to, and some have figured out that by being educated consumers and salon patrons their hair can look as natural as it did when they were young. Of course, we all know that seven out of 10 people still do their color at home, and you can tell those that opt for grocery store box color from the professional haircolor done properly by the look of the color itself. Professional haircolor looks natural, shiny and like the haircolor they had when they were young, even if it’s not the color they were born with. Box color and home color jobs look unnatural, because it has a strange brittle look and can make a beautiful red look more like Ronald Mac Donald. Making sure that our Baby Boomers understand their hair can look great with our professional touch is just a matter of good marketing and education. Baby Boomers generally don’t cut their own hair, so when they come in for the haircut or blow dry; we have the perfect opportunity to explain how and why we can improve on that kitchen hair color. As we age, our hair thins and becomes more brittle, not to mention the loss of pigment that creates gray hair. Those who had thin hair to begin with are even more cursed -- they didn’t have those luscious locks to begin with and now every morning, it’s a struggle to recreate a look that resembles how you looked 20 years ago. Companies have moved into the antiaging market with wonderful products aimed at women over 40. These products, as well as many others, have been created with vitamins, essential oils and scalp cleansers to cleanse, enrich and nourish mature hair. There are a multitude of products designed for thin hair which can make thin hair fuller without weighing it down. The problem with a lot of the products is that they coat our thin hair and make it flatter than it was which is exactly what we don’t want to happen. As with our bodies, though, it’s not just what we put on our hair that matters; we have to eat healthy and perhaps take vitamins and supplements for good hair. Biotin, B Complex vitamins and others help to grow healthier hair and there are also topical products like minoxidal that increases the diameter of each hair strand and creates the illusion of thicker, stronger hair. Baby Boomers also have aging parents, which presents another opportunity for senior services. Just as Baby Boomers want to look good as long as they can, they want their parents to look good, too. Some of these parents are still active and can visit a salon, but unfortunately, some are confined to a convalescent home or just not able to go to a salon and get services. There are mobile salons that will come to seniors’ homes and provide hair care and nail services, as well as salons in convalescent homes. Some of these convalescent homes have hairdressers on staff and some depend on volunteers. If you want to really give back and feel good about doing something for someone who cannot help themselves, think about donating one day a week at one of these places. Beauty schools also have days when they go to senior centers and homes to do nails and hair cuts for the residents, which are fun for the students, as well as very rewarding. There are also outreach programs such as Caremore that will bring the residents to the school to get services, which allows them to get out for a bit and also get a little makeover. It is great to see the young beauty school student take an elderly senior by the hand and lead them back to the station for some much needed grooming -- they both get so much from this experience. The senior beauty scene is very much alive and can be an extremely profitable focus for you as you build your clientele. Marketing to seniors who have disposable income means more hair color services, more retail as you suggest products to thicken and protect, and an extremely loyal client base, as these clients have to have their hair done in order to keep the re-growth at bay and they don’t mind paying for it. Additionally, taking care of those who can no longer care for their own hair will feed your soul... is there a better twosome? Maggie Cruz, Director of Marinello Schools of Beauty, Lomita campus. Marinello Schools of Beauty has 62 campuses in California, Connecticut, Kansas, Massachusetts, Nevada, Oregon and Utah. For more information, please visit www.marinello.com. Northwest Stylist & Salon Volume XXVIV, Number 6, Issue 338 May 15 - June 15, 2013 Founded 1984 by David Porter Published monthly by Holland Graphics, Inc. Toll-free (888) 297-7010 (503) 297-7010 • Fax (503) 297-7022 E-mail: editor@nwstylist.com Web site: www.nwstylist.com Mailing Address: For Accounting, Classifieds and Subscriptions P.O. Box 55307 • Portland, OR 97238-5307 For Editorial, Marketing and PR P.O. Box 657 • Banks, OR 97106 Publisher Holland Graphics, Inc. Managing Editor Lisa Kind Production Manager Joel Holland Advertising Director Marcy Avenson Classified Sales Joel Holland Contributing Writers: Judy Culp, Marissa Porcaro, Jaime Schrabeck, Marco Pelusi, Maggie Cruz, Neil Ducoff, Jayne Morehouse, Jerry Tyler, Fred Jones, Sinnamon Harris, Jenny Hogan Oregon Board of Cosmetology Kraig Bohot, Public Information Officer, OHLA Washington State Advisory Board Susan Colard, Administrator NW STYLIST & SALON is mailed to licensed salons and barbershops, booth renters and beauty schools in Oregon and Washington. Circulation is restricted to members of the beauty and barber profession, its suppliers and students. CONTRIBUTIONS OF PHOTOS, ARTICLES, etc., are welcome. Payment offered only when arrangements are made in writing in advance with the editor/ publisher. ALL MATERIAL COPYRIGHT 2013 by Holland Graphics, Inc. and/or the bylined authors or photographers. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher. OPINIONS AND ENDORSEMENTS herein are the sole responsibility of the writers or advertisers and do not necessarily represent the opinions of the publisher or the State Boards of each state. Publication of advertising contained herein does not constitute endorsement. Columns are the opinions of the writers and not those of the publisher. NW Stylist & Salon assumes no responsibility for the claims of any advertiser in their paid advertising nor in the promotional material they provide either orally or in writing. Advertising does not imply that the paper will provide any editorial coverage, photos, calendar mention, or any other space or consideration other than actual space purchased. All advertising must be paid in advance of publication in lieu of prior arrangements. Invoices paid after terms will be subject to a 2.5% per month service charge. Delinquent invoices may be subject to a handling fee of 25%. Published rates are net. Agencies add 15% for gross cost. No Agency discounts. In the event a suit or action is brought to collect amounts due NW 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 $25 payable to HOL- LAND GRAPHICS, INC. to NW Stylist & Salon, P.O. Box 55307, Portland, OR 97238-5307. Address changes require old mailing label.
ä Marketing to the Mature Client Esthetic Endeavors Judith Culp The classical definition of a mature client is changing. We used to think of retired folks, those age 65 and over as mature, but as the baby boomers age, this definition is being redefined. People are living longer and with the transition from the group called the Traditionalists, (those born before 1945), to the “Baby Boomers” born between 1945 – 1964 (these years shift depending on your resource), the way people perceive themselves has shifted. The traditionalists typically (though there are exceptions) saw their lines and wrinkles as badges of surviving the battle of life. While some are quite computer literate, fewer of those in this group make use of social networking, emails or internet marketing. We need to reach this group in a more classical manner such as phone calls, flyers or print media to market to them. We have a staunch few that want to know about our specials but refuse to use email or any form of internet communication. They want a phone call to be invited in. Within this group some want to “just make my skin look as good as it can” but they are not really interested in the medi-spa scene. Others are more progressive and want to try any treatment you have that might be beneficial. They will have questions about the anti-aging treatments they see on the television and will appreciate any knowledge you can share. These clients can be quite loyal and will continue regular treatments as long as their health allows it. While traditionalists didn’t grow up with television in their home like the baby boomers did, they have been well exposed to media in their adult years. They see their peers doing things to maintain a youthful appearance. Media and Hollywood personalities have brought heightened awareness to this group to show that it is perfectly okay to have treatments to maintain a more youthful look. This has led more and more of them to seek and maintain a skin care regime and/ or for medical intervention. To keep these clients coming back, make sure they can visit with comfort and safety in ways that don’t draw attention to their age. Offer gowns that don’t have challenging fasteners. If you are a person with arthritis in your hands, snaps, ties and buttons can be difficult. If the arthritis is in your shoulders, getting things on and off over your head can be painful and challenging. Have a range of sizes to accommodate your petite, medium and queen size clients. Bolsters should be available to provide often needed back support. Assure the client can easily get on and off the facial lounge without risk of falling. Baby boomers are the new mature clients although they don’t want to think of themselves as mature. They know they are aging and most are kicking and screaming all the way. They have grown up with Hollywood in their face and their celebrity peers are actively working to maintain a youthful look. The boomers don’t want to be left out. They want lines gone, wrinkles gone, brown spots gone. Preferably they would like this within a single facial treatment, with no down time. The younger boomers are aging with more media education and have a better grasp of the need for a series of treatments rather than just routine facials. Clients are starting earlier to address the signs of aging and this is helpful to maintaining the youthful appearance. The boomers want results. They enjoy the relaxation, but to keep them as clients we need to provide them with treatments designed to meet their goals. The more expensive the treatment, the quicker they expect the results. Most boomers are comfortable with smart phones and computers and like the non-interruptive nature of social marketing and email contacts. They use their phone or computer over a telephone book. The savvy technician wanting to attract these clients will need to keep pace with these changes in marketing needs. Google ad-words and the like will become an increasingly important skill set. Sixty is the new fifty. Boomers are looking and acting younger than their age, and this shift will continue as we move from the older boomers toward the younger ones. The following generations the Xers and the Ys aren’t even waiting until the troublesome signs of age start to show. These groups are taking a proactive stance and starting much earlier with therapeutic skin treatments, good result oriented home care products, and medical intervention. They depend on information being electronically available and this will be the key way to reach them with marketing. They are of the accurate mindset that the earlier they start the longer and easier it will be to keep a youthful face. Skin care is no longer a luxury; it is part of a healthy, youth preserving lifestyle. The classical mature client is now older than she used to be and those that follow are staying younger looking longer. It’s a good time to be a skilled esthetician with the knowledge and tools to meet the needs of clients that understand and appreciate what can be achieved. Judith Culp, has been in the esthetics industry since 1980. She is the owner of NW Institute of Esthetics, Inc. and contributing editor for Miladys Standard Esthetics: Advanced and lead author of Esthetician’s Guide to Client Safety & Wellness. For more information visit www.estheticsnw.com. • Slip and Fall & Malpractice Insurance Coverage for Independent Professionals • Coverage that Travels with You Wherever You Work • Multiple Professionals Covered with One Plan • Product Liability Coverage • No Deductible • $2 Million Coverage $3 Million Annual Aggregate • Free Website, Web Hosting, and Other Business Benefits HANDS ON TRADE ASSOCIATION Cosmetologists | Estheticians | Nail Technicians Make-Up Artists | Hair Stylists | Beauticians Professional and General Liability Insurance Serving You from the Pacific Northwest APPLY ONLINE 165.00 $ per year www.HandsOnTrade.com 800-872-1282 Rosie’s Skincare Services Proudly Presents Click Here> Click Here> Pacific Northwest Waxing Extravaganza June 9, 2013 • 10am-5pm • Portland The Courtyard by Marriott Portland City Center Hotel A Day for Waxing Professionals Licensed Estheticians, Licensed Cosmetologists and Students of Cosmetology Done in a classroom style setting the Waxing Extravaganza will have body waxing and body sugaring demos, eyelash extension demo, lash and brow tinting demo, guest speakers and more. featuring: • STEPHANIE LAYNES, Waxing Instructor and Owner of Smooth Skin Supply • JULIE EL-AGHIL, Certified Lash Trainer • AMBER HENSON, Sugaring Demonstrator and Owner of Ash Organic Skin Care and Waxing • ASSOCIATED SKIN CARE PROFESSIONALS • ROSIE’S SKINCARE SERVICES • and more to come! Only $99 Seating is limited. Lunch is included. $109.00 after June 1, 2013 and $125.00 at the door. www.mywaxingclass.com For more information call 541-730-6791 or visit www.rosiesskincare.com NORTHWEST STYLIST & SALON | MAY 2013 | 5
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