June - Stylist and Salon Newspapers

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In this issue... 3 7 8 Beauty Business Buzz Are “The Good Old Days,” as we refer to them, truly gone? Maybe, but there will always be room for existing and new salons that can adapt quickly to a changing economy and the needs of their clients in new and creative ways. Better Business We are all unique. True, we can be tested and slotted into behavior and thinking styles, but when it comes to how one will perform as a leader, there is a quality inside each of us that defies definition. Esthetic Endeavors Skincare is exploding and attracting involvement from diverse professions. An esthetician must invest more time in self-education and scientific analysis of the products they choose if they want to maintain client loyalty. Beauty Business Buzz . . . . . . . . . . 3 Blue Highways . . . . . . . . . . . . . . 4 Take Back Our Clients . . . . . . . . . . 5 Design Your Dream Career. . . . . . . 6 Better Business . . . . . . . . . . . . . . 7 Esthetic Endeavors . . . . . . . . . . . 8 The Mane Objective. . . . . . . . . . 10 The Nail Extension . . . . . . . . . . . 10 Ohio Cosmetology News. . . . . . . 11 Classifieds . . . . . . . . . . . . . . 12-13 Calendar . . . . . . . . . . . . . . . . . 14 What’s New in the Market . . . . . . 15 On the cover... Credits: Hair: Bennie Pollard, Paula Henson, Jamie Todd and members of Team BennieFactor Makeup: Lesa Miller Photos: Edward Brown It’s a Woman’s world in the new collection “POWER PLAY” from national platform artist Bennie Pollard and Team BennieFactor members Paula Henson and Jamie Todd. With a new spin on a familiar classic, POWER PLAY represents bold women competing in a fierce business world. The hair’s influential appearance commands authority. The strong shapes, created by the diffused perimeter and 3-dimensional hair color, imply a chic message. The hues empower an inner energy to extend beyond average. POWER PLAY is for the woman who commands both respect in the boardroom and serious attention when flaunting her style. | JUNE 2010 | OHIO STYLIST & SALON Experiencing the Journey More Important than Getting There Blue Highways Jerry Tyler As I roam the blue highways of the amazing landscape of our industry, I realized I have never explained my purpose in writing this column and how I came up with the heading, “Blue Highways.” In the beauty industry, publications have many articles written to fit certain expectations and criteria. My purpose was to write something different or take the “road less traveled,” meaning the metaphysical rather than pragmatic approach to the challenges our industry has to offer and the rewards you might achieve. After 37 years in this industry, the amazing abundance I feel I’ve achieved would not have come to me had I followed the usual course of action. Most beauty professionals choose a direct career path with an expected outcome. I took the scenic route. The joy of the journey was more important to me than being there at the expected time of arrival. When you look at a road map you will find many ways to get to the desired destination. The broad, bold, black lines are the most direct, paths. Take them and you move fast, bypass distractions and don’t get sidetracked. People who follow those directions are just interested in getting there. Yet, I wonder how many times they have gotten to their destination not really knowing where they have been or how they got there? Many people also follow this approach in their personal and professional lives. They live life in the fast lane on the super interstate. While this mode of travel may offer breathtaking scenery, the demands of driving at a high rate of speed leave little time to appreciate the view. A journey unrealized at the expense of destination. You travel life in straight lines from the point of departure to the point of arrival with little noticed in between. Now let’s go back to life’s map and see the lines drawn in blue. These are the “Blue Highways,” the roads with the signs that say “scenic route.” These are the original roads that linked individual communities with each other. Many linked the farms to the railhead where the produce went to market and brought the country to the city. As they twist and turn in harmony with the original landscape, we are forced to slow down and take in what is all around us. The reward is a stop at the roadside farm stand where the fresh fruit somehow tastes sweeter, the lemonade a little colder. The reward is also found at a historical site at some mile marker, telling the history of a special place or event. It is the ability to roll down the windows; smell the wild sage; wildflowers or orange blossoms; the scent of the freshly tilled earth that will soon reap an unknown harvest. You are rewarded with the desert sunset, a journey from dusk to twilight with it’s deafening silence and beckoning invitation to a spacious world of no boundaries. As our senses are exposed to the sights, sounds and scents around us, we truly become one with where we are, right there, right then. In this place we are truly in the present, in the now. You are riding on life’s Blue Highways. Whenever possible this is my preferred method to travel. In life we are all in transit, transitioning from one place to another, both personally and professionally. Whether along the highway or the byway, it is important to recognize that the road we choose to travel is, in most cases, a matter of personal choice and selection. Whether we realize it or not, no one puts us on that road except ourselves. Although people and experiences can point us in the right or wrong direction, we must decide whether to follow that path or road. Sadly, on our travels, we will encounter people off to the side of life’s road. They may be broken down or lost. Do we take the time to help them to a safe place and give them directions to aid their journey to their desired destination? Or do we just pass them by? You can tell a lot about a person by the treatment they give their fellow travelers along the road. Who we choose to travel with is also a point to consider. Are they “back seat drivers” or “front seat navigators” participating in the positive outcome of your mutual journey? Are they caring and sharing in the journey with all that entails? Or are they just in a hurry to get there, always asking us why we are driving so slowly? Whichever road or highway you choose, enjoy the ride. Arrive safely and better for the experience you gained along the way. If you should by chance see me out there on life’s blue highways, don’t forget to smile and wave. After all, we are all on a journey together, no matter what or where our final destination is. Jerry Tyler’s column Blue Highways is his “Road Less Traveled” perspective on the solutions and challenges facing the beauty industry. Jerry Tyler has been a stylist since 1975 serving as the former artistic director for Vidal Sassoon Academy and currently as Director of Education for Carlton Hair salons. He is also a licensed cosmetology instructor and has served as President of the California State Board of Barbering and Cosmetology. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com Ohio Stylist & Salon Volume 11, Number 6, Issue 126 June 15 - July 15, 2010 Published monthly by Holland Graphics, Inc. 1750 SW Skyline Blvd., Suite 24 Portland OR 97221 Toll-free (888) 297-7010 or (503) 297-7010 Fax (503) 297-7022 E-mail: editor@stylistnewspapers.com Web site: www.stylistnewspapers.com Publisher Holland Graphics, Inc. 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, Jaime Schrabek, Charlene Abretske, Neil Ducoff, Marco Pelusi, Rueben Carrenza, Lauren Gartland Ohio State Board of Cosmetology Kevin L. Miller, Executive Director OHIO STYLIST & SALON is mailed free of charge to licensed salons, booth renters and beauty schools in Ohio. 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 © 2010 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 Ohio State Board of Cosmetology. Publication of advertising contained herein does not constitute endorsement. Columns are the opinions of the writers and not those of the publisher. Ohio 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 Ohio 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, Ohio Stylist & Salon, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221. Address changes require old mailing label.
It’s Time to Take Back Our Clients By Reuben Carranza, P&G North America Salon Professional Beauty is our business. It’s a business that’s been part of my life for a long time. As the son of a hairdresser, I grew up noticing the extraordinary relationship my mother had with her clients. Most of them came to her every week. They totally trusted her advice on their best look and how to care for their hair. Weekly shampoos and sets, hair cuts, occasional perms or straightening, color when the time came -- these were all services hairdressers did so clients wouldn’t have to do it themselves. Back then, salon retail meant rain bonnets, hair spray and maybe some hair accessories for special occasions. Times have certainly changed. Even loyal clients now come to salons only every four to six weeks for a cut / blow dry and most likely some color service. They shampoo and style their own hair at home between salon appointments…some as often as daily. Collectively they buy millions of dollars of hair products to maintain their style between visits to your salons. Along with these changes in consumer hair care patterns she has become more knowledgeable about her hair care needs. She searches out experts to find what she wants, when, where and how she wants it. These changes haven’t gone unnoticed by mass marketers like Target and Wal-Mart, drugstores like CVS and Walgreen’s, fashion boutiques like Victoria’s Secret and The Gap and many others. It’s a good idea to visit these competitors and see how they are improving the customer experience to encourage her to buy. In reality, beauty is now a business that everyone is fighting for. It’s become a battle for the dollars, the mind and the attention of the beauty consumer. One thing hasn’t changed; according to P&G research, the core beauty shopper, comprising about one-fourth of all clients, still spends more than half of her beauty dollars in the salon and is still eager to shop in the salon. Her hairstylist remains the undisputed expert on hair care. The bad news is that the salon industry often fails to delight her and allows other ...the core beauty shopper, comprising about one-fourth of all clients, still spends more than half of her beauty dollars in the salon and is still eager to shop in the salon. Her hairstylist remains the undisputed expert on hair care. retail outlets to woo her and her precious beauty dollars away from the salon. We firmly believe that now is the time we take back our rightful salon clients. Who is this person everyone wants? What does she want from her salon and her stylist? Looking deeper into the P&G research, we found that about a tenth of the core beauty shoppers are salon-only purchasers. The remaining 90 percent are split between those who only shop at mass or specialty retail establishments and those who are open to buying in both the salon and at mass retail stores. It’s this last group that buys in both outlets that we in the professional beauty industry sometimes forget. But this group offers the biggest potential for salon growth. Core beauty shoppers are thought leaders — they communicate what they like and dislike about a product or service. They are experience seekers, willing to take risks to be the first to try something new and informants, responding to sophisticated information and cultural and media-driven trends. They know what they want but expect their salon professionals to tell them what they need. And, they love to shop. Get to know those clients even better. They offer the highest salon growth potential. Learn where they shop, how they shop and what you mean to them. Above all, while they are in your chair focus solely on their beauty needs. Don’t hesitate to make your professional recommendation for the products they need -- they want your advice. Give them a meaningful experience while they are in your salon, not just a haircut or color. At P&G Salon Professional, we work closely with our salon partners to help assess your business plan and win with your best clients by focusing on the business “rule” of 80/20. We’ve seen again and again that 80 percent of your salon business comes from 20 percent of your clients. Focusing on these clients will allow you to continue to be their true and trusted advisor while watching your business grow. If you want to learn more about the core beauty shopper or P&G Salon Professional brands including Wella Professionals, Sebastian Professional, Nioxin and Graham Webb, contact your P&G Salon Professional sales consultant, visit the website at www.pgsalonpro.com or call 1-800-347-4424. We Insure: Tanning Salons Hair Salons Franchises Booth Renters Nail Salons Don’t Just Think You’re Protected, KNOW YOU ARE! Call for a free quote 1-800-862-7767 www.OhioSalonInsurance.com Specializing in the insurance needs of today’s salon! INSURANCE STYLED YOUR WAY OHIO STYLIST & SALON | JUNE 2010 |
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June - Stylist and Salon Newspapers

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