October - Stylist and Salon Newspapers
October - Stylist and Salon Newspapers
October - Stylist and Salon Newspapers
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• Plant <strong>and</strong> mineral-based<br />
skincare products<br />
• Undisputed leader in essential<br />
oils <strong>and</strong> minerals<br />
• A complete line of products<br />
for all skin types<br />
• Mineral-based cosmetics<br />
Advanced European Facial Class<br />
November 10, 2008 • 10am - 2:30pm<br />
includes lunch (4 CE hours) — $100<br />
Let’s Talk Waxing Class<br />
Jan 19, 2009 • 9am-11am<br />
(2 CE hours) — $35<br />
Basic European Facial Class<br />
Jan 26, 2009 • 10am-2:30pm<br />
includes lunch (4 CE hours) — $75<br />
Shavasana Eyelash Extensions<br />
Training<br />
Oct 26 / Nov 2 / Nov. 16, 2008<br />
9am -5pm<br />
includes lunch (7 CE hours) — $400<br />
Please visit www.vagheggiskincare.com for a complete listing<br />
of products <strong>and</strong> information about our classes.<br />
SACHMODE IS HIRING SALES REPS – If interested, email<br />
your resume to martha@vagheggiskincare.com.<br />
A Br<strong>and</strong> Differentiates You From<br />
Others in the Beauty Marketplace<br />
Blue Highways<br />
Jerry Tyler<br />
With the uncharted waters of the economic<br />
times in which we are living, it is<br />
time to reassess ourselves as individuals <strong>and</strong><br />
company br<strong>and</strong>s.<br />
Many industry professionals, albeit talented,<br />
full of passion for their craft <strong>and</strong> ready<br />
to take on their future success, have no idea<br />
of their br<strong>and</strong> identity or the part it plays in<br />
today’s market.<br />
While br<strong>and</strong>ing alone does not guarantee<br />
success, having an identifiable br<strong>and</strong> does differentiate<br />
you or your business in the beauty<br />
marketplace. It establishes who you are <strong>and</strong><br />
where you are placed in the market l<strong>and</strong>scape.<br />
Having an identifiable br<strong>and</strong> makes you<br />
unique; it says who you are <strong>and</strong> what you<br />
st<strong>and</strong> for, <strong>and</strong> hopefully this will resonate<br />
with your intended client base. Notice I used<br />
the word “intended.”<br />
You have to begin with a clear picture<br />
in mind as to the customer or client base<br />
you wish to acquire. You have to know what<br />
motivates them to visit that special stylist<br />
or salon; figure out what attracts them to it.<br />
What do they look like? What is their fashion<br />
profile, income <strong>and</strong> educational background?<br />
What other br<strong>and</strong>s do they purchase or<br />
see themselves as customers of? Are they<br />
Cadillac or Prius? Are they Armani or Juicy<br />
Couture? Are they college bound or college<br />
educated? Do they collect fine art, or do they<br />
collect tattoos? Who is this satisfied client in<br />
my chair receiving all the amazing expertise<br />
my br<strong>and</strong> has to offer.<br />
Then comes the hard questions: Am I<br />
or my salon the place they will want to be<br />
in? Am I in alignment with the culture they<br />
desire to be in? Do I look the part?<br />
If I desire a high-end big-ticket clientele,<br />
do I provide services on the level they will<br />
require? Do I have the advanced <strong>and</strong> cuttingedge<br />
skill sets to provide current <strong>and</strong> relevant<br />
answers to their fashion <strong>and</strong> beauty needs?<br />
Do I need to upgrade my image <strong>and</strong><br />
wardrobe to look the part to appeal to that<br />
high-profile client? Do I have the customer<br />
service <strong>and</strong> communication skills to care<br />
for <strong>and</strong> connect with my intended clients?<br />
Does my perceived value meet or exceed the<br />
client’s expectation?<br />
These are all important points to consider<br />
<strong>and</strong> make the needed changes to assure meeting<br />
your target client’s needs <strong>and</strong> upholding<br />
the integrity of your special br<strong>and</strong>.<br />
In the realm of br<strong>and</strong>ing I always advise<br />
using the “be, do, have” model.<br />
1. What do you want to be? What do you<br />
want to be perceived as? Who are you? What<br />
are you?<br />
2. What are you going to do to achieve<br />
this? What positive action steps are you going<br />
to take? What resources will you require to<br />
get it done? What timeframe will you set<br />
yourself to accomplish what you want to be?<br />
3. Most importantly, what do you want to<br />
have when you have fulfilled the first two?<br />
What is your reward? This requires you to<br />
begin with the end in mind. Know your ultimate<br />
destination before you start the journey.<br />
Developing yourself or your business as<br />
a br<strong>and</strong> is a creative <strong>and</strong> challenging journey<br />
that evolves as you go. The dem<strong>and</strong>s of our<br />
ever-changing beauty industry require us to<br />
actively assure our continued success now<br />
<strong>and</strong> in the future.<br />
Jerry Tyler’s column Blue Highways is his “Road Less Traveled” perspective<br />
on the solutions <strong>and</strong> challenges facing the beauty industry. Jerry Tyler has<br />
been a stylist since 1975 serving as the former artistic director for Vidal Sassoon<br />
Academy <strong>and</strong> currently as Director of Education for Carlton Hair salons.<br />
He is also a licensed cosmetology instructor <strong>and</strong> has served as President of<br />
the California State Board of Barbering <strong>and</strong> Cosmetology.<br />
| OCTOBER 2008 | OHIO STYLIST & SALON