august 009 - Stylist and Salon Newspapers

California Stylist & Salon
Volume XIV, Number 3, Issue 159
August 2009
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Classified Sales
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Lisa Kind
Joel Holland
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Kelly Smith
Contributing Writers:
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Charlene Abretske, Neil Ducoff,
Elizabeth Brown, Marco Pelusi, Erika Somerfield,
Jenny Hogan, Adrienne Kramer, Craig Black
California Board of Barbering
and Cosmetology
Kristy Underwood, Executive Officer
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| AUGUST 2009 | CALIFORNIA STYLIST & SALON

In this issue...
6
7
13
Beauty Business Buzz
Charlene Abretske offers a few
simple guidelines when choosing
products to retail. Set yourself
up for success and provide
your clients with the products
they can’t do without.
Retail Matters
Gordon Miller spotlights one
salon that did their homework,
adjusting ideas to work in the
context of their salon and making
retailing work for them.
Esthetic Endeavors
STRESS. There in lies a magic
word that we can use to recreate
ourselves and improve our
future. Judy Culp offers products
and services to de-stress, relax
and take care of a stressed-out
clientele.
Beauty Business Buzz . . . . . . . . . 6
Retail Matters . . . . . . . . . . . . . . 7
Would You Like Fries with That? . 8-9
Three Months of Marketing . . . . .10
Build Business with Cosmetics . . .11
Salon Profits with New Services . .12
Esthetic Endeavors . . . . . . . . . .13
Blue Highways . . . . . . . . . . . . .14
California Board News . . . . . . . .14
Classifieds . . . . . . . . . . . . . .15-17
The Nail Extension . . . . . . . . . . .18
Calendar . . . . . . . . . . . . . . . . .18
What’s New in the Market . . . . . .19
On the cover...
Hair cut and colour: Sassoon
Creative Team led by Mark Hayes,
International Creative Director
Make-up: Daniel Koleric
Clothes stylist: Tabitha Owen
Photography: Colin Roy
Products: Sassoon Professional
Artistry of Makeup
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Add-On Service and Retail Revenue
From the Editor
Lisa Kind
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 service
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 8, 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 services
and products that can de-stress today’s clientèle.
Turn to page 13 for more suggestions
on add-on services that estheticians can use to
generate more income.
On page 18, 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 moneymaking
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 10, Elizabeth Brown shares ways to discover
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 selling
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 6, 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!
International Congress of Esthetics and Spa Sets
Show for Sept. 12 – 14 in California
The International Congress of Esthetics and Spa will take place at the Long Beach Convention
Center from Sept. 12 through Sept. 14. The complete show will include the General
Session, the Green Summit co-hosted by the Green Spa Network, an in-depth makeup
class, the advanced salon/spa business seminars, manufacturers’ workshops, the Natural and
Organic Pavilion and, of course, the exhibitors’ floor.
Here’s some of the Conference highlights:
• The General Session includes lectures and live demonstrations presented by some of the
industry’s most innovative thinkers and speakers, sharing their knowledge and insights.
• The Green Summit presents lectures and demos on a variety of topics related to ecofriendly
business practices.
• The In-Depth Makeup Class features prominent celebrity makeup artist Elan Bongiorno.
She will explain the techniques used on some of the most famous faces in Hollywood that
you can replicate for their clients.
• The Advanced Salon/Spa Business Seminar features industry educator Louis Matassi,.
These lectures will offer insightful ideas for developing efficient business strategies and
maximizing revenue.
Attend the Long Beach conference to get all the latest information on the most recent
developments in the skin care and spa business. For more information, pre-registration and
details on the three-day skin care and spa event, visit www.LNEONLINE.com.
4 | AUGUST 2009 | CALIFORNIA STYLIST & SALON

Multiple Personalities
By Erika Somerfeld
I often appear on regional TV morning
shows with my “Beauty for ten dollars or less”
segment. Both funky and practical, ideas like
“use your mascara to darken grey roots” are
always entertaining and fun to explore. But in
today’s recession, they have become important
tools of eco-friendly living; economy friendly
living, that is.
But how did the need for the many faces of
makeup manifest? The busier-than-ever working
woman? The smaller-than-ever bathroom?
The readily felt recession, or the invent of the
metrosexual? Formulas for all hair types are back,
and buying three products for three needs is a
triple threat.
Today, when selling products to the
justifiably money-conscious consumer who,
according to Santa Monica-based stylist Lucia
Ochoa “is waiting longer than ever to come in
for touch ups,” pitching multiple use products
is not only savvy but fiscally fit. From “use
shampoo as shower gel and brush cleaner” to
suggesting a favorite conditioner to shave legs,
this creativity images a stylist as an ultra reliable,
trusted beauty expert. The result? Gaining
confidence, clients and cash. So be creative: Tomato
juice gets rid of the ‘gross greens’ blondes
experience after swimming, so suggest it when a
client is traveling or simply cannot make it into
your salon.
Beauty, like history, is cyclical. Think: the
revival false lashes, hair falls and glitter liner.
Americans have become used to beauty done
with duality: bras designed to be worn 8 ways,
makeup made with SPF, travel size curlers, dryers
with cold shot buttons, wet to dry powder
formulations- the list is long and colorful. And
yet beauty pros flock to Cosmoprof in Bologna
each spring to search how new products can
satisfy their ever-hungry beauty buyer.
When I asked I.C.O.N stylist/salon owner
Chiara Scudieri what inspired her to create her
health-based line which offers a menu of ways
to mix products together for clever hair cocktails,
she explained that “women do not have
the time or money to indulge in each and every
beauty practice they desire.” So I.C.O.N was
created with multiple personalities: for example,
the conditioner and the detangler both can
double as a body moisturizer; the hairspray can
be used to both polish a blowout and bounce up
curls; the tea tree/peppermint infused formula
to help detox the scalp, is also popular as a tingling,
feel-good foot and hand treatment.
So do not let your client switch shops
to save cents. Simple suggestions, such as
“extend the life of red highlights with a wash of
cranberry tea” or “use fabric softening sheets to
end flyaways” can help you survive the cut of a
client’s bleeding budget.
Erika Somerfeld owns the entertainment and style publicity firm, The Beauty
Channel. For more information on I.C.O.N. products visit www.iconproducts.com.
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CALIFORNIA STYLIST & SALON | AUGUST 2009 |

Are Your Clients Reaching for Retail?
Beauty
Business Buzz
Charlene Abretske
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 became
best-sellers among your clients. Here are a
few simple guidelines when choosing products.
PROXIMITY — Think about what products
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 nearest
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 individuals
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 allowing
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, accessories
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 movement;”
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”. Consumers
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 providing
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 info@iybn.com.
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| AUGUST 2009 | CALIFORNIA STYLIST & SALON

One Salon Makes Retailing Work
Retail Matters
Gordon Miller
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 accomplishments
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 really
work as a team, and that can be challenging
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 motivation
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 Vancouver,
and asked for their support. Their motto
is “education + knowledge = sales.”
We combined this with your “Top 10 reasons
to retail” to show our staff how service
and retail go hand-in-hand. AG was happy to
provide an excellent hair sculpting and product
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 commission
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 – helping
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 meetings.
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 foursix
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 mentioned
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 Association,
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 working
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.
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CALIFORNIA STYLIST & SALON | AUGUST 2009 |

Would You Like Fries with That?
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| AUGUST 2009 | CALIFORNIA STYLIST & SALON
How To Use Add-Ons To Dramatically
Increase Your Profits
By Jenny Hogan
One of the easiest and most profitable
salon systems to immediately start implementing
in your business is the “bump,” or
“up-sell.”
McDonald’s is the best example of a successful
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 business.
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 Champions,
a business and coaching company
offering live training seminars, coaching and
leadership services helps thousands of salon
and spa professionals each year to dramatically
increase their incomes while keeping
a work-life balance. 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
unwanted 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
enhance 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.
To understand just how much they can
raise your profits, consider how McDonald’s
raised theirs back in the 70s. Marketers
looked at the profit and loss statements of one
of their largest franchisers who owned ten
restaurants. They realized that one of their
most popular menu items, French fries, were
not being ordered by 200 customers per day,
per store.
So, they came up with a very simple solution.
They had cashiers merely start asking
customers if they wanted fries in addition
to their order. You know what happened?
Half of the customers said yes. At that time,
French fries cost 60 cents per bag, so it may
not seem like much of an increase at first. Yet,
100 more orders of fries per day equaled $60
more per day for each franchise. This totaled
$21,840 for each restaurant over a year’s time
for a final accumulated total of $218,840 for
that lucky franchise owner conducting the
“Look at the professional products
you offer in your salon or spa. What
is the beauty equivalent to a bag of
French fries?”
trial. McDonald’s soon implemented the sales
technique in every franchise and the rest is
history.
Now you see the potential profits that
up-selling can bring to your business or salary.
Garland said, “Look at the professional
products 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
increasing 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 openings in your book and see them as
opportunities 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
haircolor 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
products 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 therapists 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 treatments,
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.
Gartland concluded, “You are not in this
industry for the sole purpose of receiving a
paycheck. Most beauty professionals chose
their career because they loved the industry,
were good at their craft and enjoyed being
around people and helping them to look their
best. Your job is not just to cut and color
hair, or practice massage or skincare, but to
create a picture for your clients of what they
can become. Your job is to educate them and
advise them on the possibilities of what they
can look like and feel like.”
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 MktgSols@MktgSols.com.
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CALIFORNIA STYLIST & SALON | AUGUST 2009 |

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10 | AUGUST 2009 | CALIFORNIA STYLIST & SALON
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Back to School Marketing
Three Months
of Marketing
Elizabeth Brown
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
appreciate value and
convenience and they
appreciate 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
flyers 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 newsletters. Support local athletic,
music, art, theater, and other programs. Attend
school events, get involved in auctions
and fund raisers. If the school will allow you
to, provide them with copies of the flyer that
can be inserted into student folders. Public
schools may have policies that prohibit or
restrict this, but don’t miss out on the private
school market -- while they represent smaller
student bodies; their parents are likely to be
part of your salon’s prime demographic target
in terms of home ownership, income, professional
work status etc.
The Back to School season presents a
time and opportunity-concentrated market.
Most kids get their hair cut just before the
beginning of the school year. Even kids who
wear their hair long get everything freshly
mussed before they head back to class to face
their peers. 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 saving
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. A great cut is especially
important to teen students - peer pressure is
While your client is in the
chair this summer, ask
them about their kids.
tough. Having a custom cut and style from
you, someone personally interested in them
will ensure that their hair, at least, is something
they don’t have to worry about. This
is a great opportunity to create some type of
BOGO where the client pays full price for
their cut and color and style, but save half on
their child’s haircut.
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.
Teachers and parents talk to one another
in the parking lot, the classroom, at meetings,
sporting events, the
coffee shop, and even in
the grocery store aisles.
They share referrals. If it’s
good, they ask each other,
“who does your hair?” It’s
a market worth courting
and extending special offers
and events to.
Add-On Marketing Strategies
As 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 profitability.
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 orthodontists
share your desired demographics to
some extent, as do fitness centers, exercise
and dance studios.
To build male clientele, get into the waiting
rooms of your local car repair, oil and tire
change businesses. 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. New business
owners are full of energy, have lots of ideas
about marketing and events, and would love
to build business with you.
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 elizabeth@12monthsofmarketing.net.
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Build Your Business
with Cosmetics
By 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 clients
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.
CALIFORNIA STYLIST & SALON | AUGUST 2009 | 11

o
Salon Profits with New Services
By Craig Black
We all know the economy is being battered
from all sides and it is getting more difficult
for salons to survive. As smart business professionals,
we’ve cut our expenses to the bone,
pushed customer service to the limit, and yet it
seems difficult to make any forward progress.
Any rainy day fund we still have is being
washed away by the economic monsoon. That
pressure you’re feeling, which sometimes borders
on panic, is you being pushed out of your
comfort zone. All of the familiar solutions
that have worked in the past; specials, add on
services, and discounts are no longer bringing
the reward they once did. At this point we
start to ask ourselves what am I missing? What
is the solution? And is my business going to
survive this?
Okay, that’s enough gloom and doom.
I’m writing this article to give you hope and
encouragement, and also, to lead you to what
may be the answer to the problem, how you
can make more money. If after a long, tough
week, when you’ve had a little too much
chardonnay and you start thinking about
using Aunt Martha’s cookie recipe to open a
bakery in the back of the shop... don’t go there!
Instead, pursue the most likely path to success,
by advancing forward in the profession you
know so well.
What if you were challenged to generate
extra profit for your salon? How would you
begin? Your first instinct may be to consider
the usual suspects. By that, I mean ideas such
as raising your prices, working longer hours,
hiring additional staff or adding a new service.
Each idea has its merits, but they all have definite
limitations and are not likely to generate a
big return for the average salon.
Keep in mind that anything you must
do yourself is inherently limited by the time
required for you to perform the service. If you
incur more payroll by hiring it done, then it
will return only a small net profit, if any profit
at all. What you really desire is not just extra
income, but extra profit. You want to keep
some of that money for yourself, right?
Let’s look more closely at the idea of
adding a new service. It’s true that some
services are more profitable than others, and
our instinct may be to stop doing one thing
to do another. You might think, “If I do more
chemical services and fewer haircuts, or if I do
some high-end service, such as hair extensions,
I can generate more income.”
This may raise your income slightly, but
you are still just exchanging one service for
another and possibly increasing the supply cost
per service at the same time. You are on the
right track, but not quite there.
To find the answer to producing added
profit, let’s approach this challenge from a
different direction. Ask your self this question,
what features would a new service need to
have in order to measure up?
To make significant extra income with
a high level of profit, here are the features a
service should have.
• a service that produces income while you
do something else.
• a service that doesn’t require more staffing
or employees.
• a service that has a large potential market.
• a service that does not consume expensive
supplies.
• a service that produces significant fees,
while still affordable to clients.
• a service that doesn’t require new skills,
hands on training, or a special license.
• a service that is easy to incorporate into
your existing salon without construction,
wiring or plumbing.
To do all these things, we may need a
service that has never been offered before in
salons. In fact, we need to create a whole new
service category. While it may seem unlikely,
that any one service could incorporate all those
features, such a service does exist, it’s called
“Laser Hair Enhancement.”
The laser hair enhancement service fits
perfectly in a salon setting. No one knows
more about hair than the salon professional.
You are the person they will turn to when they
have concerns about thinning hair and for
the first time you will have a solution for the
problem. It’s not complicated. Some foundation
knowledge is necessary to provide a good
client consultation. This training is provided
with the laser equipment.
How big is the market for a service that
provides a solution for clients with thinning
hair? The desire for thicker hair is universal;
it transcends every age, sex and race. It is estimated
that 70 to 80 million men and women
in the United States suffer from a significant
amount of hair loss today.
Laser hair enhancement has a huge potential
market, uses no supplies and only takes a
minute of your time to provide the service.
The equipment requires no installation and is
as easy to use as a hair dryer. The new service
can produce significant additional income with
just a few clients in your program.
If you are serious about wanting to create
more income for yourself, you may need to
move out of your comfort zone and explore
new options and opportunities. Laser hair
enhancement is the first truly new service
offered to our profession in a very long time.
There has never been a better time to add laser
hair enhancement to your salon and begin to
reap the profits.
Craig Black is president of Salon Lasers, Inc. a distributor for Hair Enhancement
Laser equipment. For more information on this subject, visit his company
website www.SalonLasers.com, or call 866-646-9050.
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12 | AUGUST 2009 | CALIFORNIA STYLIST & SALON

Is Stress the Magic Key?
Esthetic Endeavors
Judith Culp
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 information
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 extraneous
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 ourselves
and improve our future. What do stressed
people need? We need to be de-stressed, relaxed
and taken care of. We need products and services
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 destress.
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 pampering
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 improvement
and achieve long term goals of looking
younger.
Another treatment might be energy balancing
incorporating floral waters, chakra gemstones
and Reiki therapy. Reiki and alternative
energy management are some of the fastest
growing areas of renewed interest. It isn’t surprising
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 client
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 Shirodarah.
This is the procedure where warm oil is
streamed over the third eye and it is mesmerizing.
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 treatment
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 attributes
for stressed females. Put together a rose
and rose quartz facial service incorporating
your favorite products. My personal favorite
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 products
that tout the benefits of the grapes included
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 physically.
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 information
visit www.estheticsnw.com.
Maly’s Reveals Undressed 2009
Maly’s is redefining salon education with 2009 Undressed - Creativity Exposed. Undressed
is a one day affair that brings all of stylists favorite brands together in one place. It
allows them to see what they can learn from top names in the industry and discover what
they can reveal when they let their creativity run free.
After a tremendous debut last year, the Undressed experience is being expanded to
three cities: San Francisco, Calif. on September 13; Bellevue, Wash. on September 20; and
Irvine, Calif. on October 18.
All of the top brands participating (including Redken, L’Oreal, Matrix, Sexy Hair,
PureOlogy and Framesi) will host sessions showcasing unique forms of artistic expression,
creativity and educational trends. Top names headlining will include Michael
O’Rourke, Founder and Chairman of Sexy Hair (who will be presenting at all three), and
renowned colorist David Stanko of Redken (appearing in the Washington and Southern
California shows). Stylists will be able to create a day that is all their own by selecting
which sessions most inspire them.
Dottie Lanham, Maly’s Director of Education believes, “We are excited to produce a
spectacular event showcasing industry faves, who put on creative presentations along with
inspirational and imaginative performances.”
To purchase tickets call 1.800.446.2597, contact their Maly’s salon consultant, or visit
their nearest Maly’s Store. Downloadable brochures are available at malys.com.
CALIFORNIA STYLIST & SALON | AUGUST 2009 | 13

Embracing Brave New Frontiers
Blue Highways
Jerry Tyler
I believe those who experience true abundance
in their lives, whether in love or in their
business, live just ahead of the horizon line.
By that I mean that even though true
abundance is achieved through first, having
a burning desire, secondly, having unwavering
faith and then patiently waiting for it, you
must still take positive action and make ongoing
change consistent in your lives.
In these challenging times, the idea of continuous
and constant growth may seem a little
unreachable in reality. While the world around
us is downsizing, shrinking the bottom line
and everyone is cutting back, how can we grow,
expand and push the boundaries outward?
Trade magazines focus on new techniques,
tools and emerging technologies which then
become services. The landscape of these tools
to succeed in our ever-evolving industry is
what I call the “Brave New Frontiers.” Keeping
up with progress translates to broadening
our perceived value by using these new services
and products and passing them on to our
valued clients, assuring growth even in times
such as these.
I used the word “Brave” because it takes a
level of bravery to embrace the unknown. Often
we are more comfortable using something
we are familiar with even if it is giving less
than desired results.
It takes a level of bravery and trust, not
knowing what is beyond the horizon line,
to go with what is new even though that is
exactly what we need to do to progress and
eventually find success.
The word “New” in my phrase is there
because we are in an industry that thrives and
grows in a culture of continually progressive
change. Fashion moves forward. Therefore the
techniques, technologies, and other components
that make up its whole must advance
forward to stay relevant.
The question here is “Do we go with the
idea of embracing the “new” even when the
outcome may not yet be part of our own reality?
When the “new” is presented it is often
uncomfortable because of fear of the unknown;
we already know and are comfortable
with the present and the past.
It is often like that old pair of Levi 501’s
that are so comfortable. How does a new pair
of 501’s feel initially? They are a little stiff; the
button fly is hard to button; it’s hard to get
your wallet in that new back pocket.
But when we put on those jeans, after a
little time passes and a few trips to the laundry,
those jeans are now comfortable. Just as
embracing the “new” in our industry becomes
part of who and what we are personally or
professionally.
“Frontiers” (I love the third definition of
this word in the dictionary) — “The furthest
limit of knowledge in a specific field.”
So the cornerstone of the new frontier of
our industry is to continually push the envelope
of knowledge in our respective areas of
our amazing profession.
It is the knowledge and positive application
of these hardware and software tools that will
assure our continued growth and success. This
is a two-step process that requires us to first
acquire the knowledge and then to take action
and make a conscious effort to apply it.
Ralph Waldo Emerson said, “Knowledge is
the antidote to fear.” Knowledge when accompanied
by conscious deliberate action is power.
The power to be found in the new frontier is
grounded in knowledge.
By being constantly vigilant to the continual
changes in our industry landscape and
embracing the character and content offered
in the Brave New Frontiers of our profession,
we will always be assured of true abundance
in life, love and business, richly deserved here
and now and in the future.
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.
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Licensing Alert from California Board
A business called the California License Renewal Service has been mailing renewal notices to
Board of Barbering and Cosmetology licensees.
The California License Renewal Service is neither associated with nor endorsed in any way
by the Board of Barbering and Cosmetology. The Board will mail you its own notice within 90
days of your license’s expiration date with instructions on how to file for renewal directly with
the Board. There is no service charge associated with filing your renewal directly with the Board.
The principals of this entity are unknown to the Board. The notice offers to file the licensee’s
renewal application and fee with the Board in exchange for a “service fee” of up to $40.
To see a copy of the California License Renewal Service notice, click on the link on the home
page of the Board’s website at www.barbercosmo.ca.gov.
New Temporary State Board Office Hours
Pursuant to the Governor’s Executive Order S-13-09, the Board will be closed
on July 10, 17, and 24. From August 2009 through June 2010, the Board will be
closed on the first, second, and third Friday of each month.
Don’t Get Suspended
With the summer season finally turning
up the heat, more people are flocking to nail
salons to make sure their feet are sandalready.
To ensure that consumers’ legs and
feet are protected, the Board would like to
remind all nail salons to take the necessary
measures to properly clean and disinfect
their foot-spas. Dirty foot-spas can lead to
health risks for operators and their clients.
It can also lead to unnecessary fines and the
Board immediately suspending a license and
placing the licensee on probation.
A licensee who violates the Board’s
foot-spa cleaning and disinfecting regulations
may be cited and fined $500 for each
pedicure foot-spa, basin or tub.
Additionally, Section 973 of the California
Code of Regulations (CCR) authorizes
the Board to immediately suspend a license
and place the licensee on probation on the
grounds that the licensee has any of the
following conditions at the establishment or
school:
• Pedicure foot-spas, basins, or tubs are not
visibly clean;
• Debris found upon the removal of the
foot-spa screen, jet, foot-plate or impeller.
• Inadequate cleaning material for the
proper disinfection and sanitation of
manicuring and/or pedicuring equipment;
• No pedicure cleaning logs;
• A history of repeated health and safety
violations pertaining to manicuring or
pedicuring equipment; or
• Manicure and/or pedicure implements are
not visibly clean.
A licensee on probation is required
to complete an 8-hour board-approved
remedial training course that focuses on
the safety and sanitation of pedicure and
manicure equipment. The probationary
licensee must also provide the Board with
monthly reports with a copy of all pedicure
cleaning logs and proof of completion of the
remedial training.
Additionally, the probationary licensee
is subject to quarterly and more frequent
inspections. The licensee is required to pay
cost-recovery fees associated with those inspections
as well as any administrative fines
resulting from the inspections.
To avoid fines and the possibility of a
suspended license, nail salons and operators
should follow the cleaning and disinfecting
procedures as stated in CCR 980.1, 980.2
and 980.3. It states that any foot basin that
holds water needs to be cleaned with liquid
soap and water, and then disinfected with an
EPA-registered hospital-grade liquid disinfectant
identified as a bactericide, fungicide,
and virucide after use upon each client.
In addition to after-client cleaning and
disinfecting, whirlpool foot-spas, air-jet basins,
and pipe-less foot-spas must be cleaned
and disinfected at the end of each day and at
the end of each week. Each cleaning needs
to be recorded in a pedicure cleaning log
and be made available upon request.
For complete procedures on how to
properly clean and disinfect pedicure footspas
and how to record those cleanings, visit
our website at www.barbercosmo.ca.gov and
download our new 2009 act and regulations.
You can also download sample foot-spa logs
in both English and Vietnamese.
14 | AUGUST 2009 | CALIFORNIA STYLIST & SALON

PALMDALE, CA - WEST SIDE - THREE
HAIR STYL IST STA TIONS AVAIL ABLE
FOR RENT $110 per week. Busi ness has been
open for 10 years. Must have cli entele. Good lo -
cation and friendly en vironment. Call Larry for
info at (661)317-4538
SALON OPENINGS
SAN MA RINO ~ BEAUTIFUL SA-
LON ~ SEEK ING HAIR STYLIST &
MAN I CUR IST to rent space. Very clean &
bright sa lon! Plenty of park ing. Must have own
clientele. For in formation call (626)286-3282 or
(626)531-6119
STYLIST WANTED!!! OR ANGE SALON
NEEDS NAIL TECH, FACIALIST AND
STYL ISTS Four weeks free rent, one week paid
vacation. One block south of the mall. Call
(714)403-9934
IRVINE / NEWPORT BEACH - UP-
SCALE, FULL SERVICE SA LON with great
at mo sphere seek ing Hair styl ists. Easy parking
and free way ac cess. Con tin u ing ed u ca tion, refreshment
bar. Rental or com mission.
Part-time or full-time. Call (949)474-5519
5 STAR SA LON & DAY SPA SEEK ING
HAIR STYL ISTS VIP room and stylist stations
available for rent. Rent by the week or by the
month. Great lo cation, free valet parking. Stu dio
City. (818)501-7778
LOMITA, CA - FA CIAL ROOMS
WITH EQUIPMENT, HAIR / NAIL
STATIONS AND MAS SAGE ROOMS FOR
RENT Sa lon in great location. Stylist ($175 per
week) and Man icurist ($125 per week) rent or
com mis sion. Call Lupe (310)257-1924
BELLFLOWER HAIR DE SIGNS ~ STA-
TION FOR RENT Easy ac cess on / off 91 and 605
Freeways, near Downey, Lakewood, Artesia and
surrounding cit ies. Call Mary for de tails,
(562)920-7051, must have clientele.
SAN FRANCISCO / UN ION STREET
SA LON is look ing for an am bitious and tal -
ented stylist who rocks at hair! Chair rental or com -
mission. Amaz ing lo cation with lots of natural
sun-light and large stations. 5 year old salon newly
remodeled. Check out our web-site and job-posting.
www.redunionsalon.com. In terested parties
please call Erika (415)332-5450 personal number
TORRANCE, CA - HAIRSTYLIST /
BARBERS & NAIL TECH (Drama Free)
Join our sa lon team. 18 yrs Es tablished. Up scale,
multi cul tural sa lon. Great lo cation, Clean &
friendly atmosphere. Move in in centives - $125 per
week. Nico (310)738-6826
STUDIO 728 HAS A STYL IST STA TION
AVAILABLE FOR YOU TO RENT We are lo -
cated on Bay Street in Fremont. Nearby free way
access. Great clientele. www.Studio728.com for
more sa lon info. Call (510)770-0728
NAPA, CA - FULL SER VICE SA LON HAS
STATIONS AVAILABLE FOR RENT Busy
location. Es tablished sa lon & staff with no drama.
Full or part-time. Come join our team! Call
(707)363-7224
BOOTH RENTAL AVAIL ABLE IN THE
HEART OF GOR GEOUS SI ERRA MADRE
We are a 15 year es tablished, beautiful multi-ser vice
salon in search of tal ented and pro fessional Hairstyl
ists, Colorists, Bar bers, and Man i cur ists.
Please - you must have a valid li cense and cli entele
to ap ply. Call Ester (626)836-1242
capellicourt@yahoo.com
PACIFIC BEACH - BOOTHS AVAILABLE
in full-ser vice, es tab lished sa lon sit u ated in mall.
Hair, Nails & Es thetics. Great lo cation - fantastic
parking! Call for more in formation (619)322-0150
LOS AL TOS, CA - WELL ES TABLISHED
SALON HAS STATION AVAIL ABLE FOR
RENTAL OR COM MISSION Great lo cation.
$310 per week. For more in formation call Brian
(510)517-5699
HAIRSTYLISTS WANTED IN WEST
LOS AN GELES AREA Multi cul tural sa lon.
Stations for rent for $100 per week. Call
Latreece @ (323)293-7953
REDLANDS, CA - STUDIO SALON
IN GOOD LO CATION has booth for
rent for Hair styl ist. $125 per week - 2 weeks free
rent! Call Carrie (909)307-0021
STATION FOR RENT IN DALY CITY
Cozy, friendly, mod ern sa lon. Good area,
great park ing & nice peo ple to work with! Part-time
or full-time avail able. Please call Mariafe
(650)219-9825 (cell) or (650)757-1588 (bus)
SEEK ING EX PE RI ENCED SA LON MAN-
AGER WITH STRONG EMPHASIS ON
SKIN CARE FOR #1 DES TINATION SPA
Must have cur rent Cal i for nia Cos me tol ogy license
and 5+ years sa lon man agement ex perience.
Salary + ben efits. Please visit cal-a-vie.com for
further de tails. If in terested, please email re sume
to em ploy ment@cal-a-vie.com
FAIR OAKS AREA - FULL SER VICE
SALON HAS STYL IST STA TIONS
AVAILABLE FOR RENT $575 per month. First
2 months 1/2 off. Stress free en vironment. Great
location. Call Linda for de tails (916)798-5763
LEASE OFFERS
LAFAYETTE, CA - SEEKING HAIR -
STYL ISTS & MAN I CUR ISTS Beau Monde
has space for rent. Up scale, newly remodeled,
spacious, bright & clean. Sell own re tail. Great
location & parking. Reasonable rent. 3678 Mt.
Diablo Blvd. (925)831-3860
LOS GATOS ~ STA TIONS FOR
RENT Gianni’s Beauty Sa lon. $150 per
week. Great lo cation with lots of parking! Call
(408)354-9290 for more information.
LAGUNA HILLS, LAKE FOR EST,
MISSION VIEJO - LOW EST RENT
IN TOWN!! Booths for rent or com mission for
Hairstylists and Nail Tech nicians. Across the
street from Laguna Hills Cen ter next to Ralph’s.
Call Julie (949)280-3263 or (949)951-2116
FOR RENT - CY PRESS / LAKEWOOD
/ EAST LONG BEACH AREA Styl ist sta -
tions $250 per month!! Man icure sta tion in cluded!!
Bring your cli ents. Call Fran @ home
(310)952-1942, cell (562)788-0122, sa lon
(714)828-7840
LOS AN GELES AREA El egant new sa lon
has sta tions avail able for $135.00 per wk for 3
months with lease in busy shop ping cen ter. Many
walk-ins. Message (714)865-0652
CALIFORNIA STYLIST & SALON | AUGUST 2009 | 15

HUNTINGTON BEACH - BUSY,
FULL-SERVICE SA LON HAS TWO
HAIR STYL IST STA TIONS AVAIL ABLE
FOR RENT $185 per week. 10% com mission on
product sales. Great lo cation, newly remodeled.
$500 in centive to join our team! Va cation af ter
one year. Client re freshments. (714)585-1185
TORRANCE ~ HAIR STA TION & FA CIAL
ROOM FOR RENT Full ser vice sa lon. Great lo -
ca tion, friendly at mo sphere. Low rent. Please call
for more in formation (310)465-0035 or
(310)703-2196
VALENCIA ~ CONCERTO HAIR SA LON
HAS HAIR STA TION, NAIL STATION &
ROOM AVAIL ABLE Rental or com mission.
Great lo cation. $200 per week - first week free! For
more in for ma tion call Nik @ (661)287-3700
(work) or (310)963-4247 (cell)
SUNNYVALE, CA. - WELL ESTAB-
LISHED SALON HAS STYL IST STA -
TION FOR RENT Busy shop ping plaza. Plenty
of parking. Call now! (408)530-9701 or
(408)410-8721
CITRUS HEIGHTS AREA - NEWLY
RE MOD ELED SA LON - STA TIONS
FOR RENT $450 per month. Must have cli entele.
Call Vickey for more de tails (916)802-7767 or
(916)725-2996
CHAIR OPEN FOR RENT AT EXCLU-
SIVE, UP SCALE ROB ERT SON BLVD.
HAIR SA LON IN WEST HOLLYWOOD
Call (310)487-7599 if in terested.
HAIRSTYLIST WANTED - CERRITOS
PLAZA Booth rental $173.60 per week. Ralphs
Shopping Cen ter. Call for more in formation
(562)860-4471
BALDWIN HILL PLAZA Beau tiful sa lon. Full
Service. Nails ~ Hair ~ Skincare ~ Mas sage. Five
Hairstylist or Bar ber booth rent als avail able. $150
per week. 1 WEEK FREE RENT! Call Helen
(310)808-7474. 4062 Victoria Avenue, Los An -
geles, CA 90008 (near IHOP)
FULLY EQUIPPED SA LON & DAY SPA
2800 square foot sa lon in small Lake View Ter -
race Shop ping Cen ter near 210 Freeway. 8 to 10
stations. (818)551-5005 or news41a@aol.com
MONTEBELLO, CA - STYL ING STA TION
FOR RENT $150.00 per week. Busy shopping
center, wonderful at mosphere. Clean, friendly and
professional. Call Miguel (323)722-8500
SHERMAN OAKS AREA - FULL
SERVICE SA LON HAS A HAIR -
STYLIST OR BAR BER BOOTH FOR
RENT $150 per week (1st week free). Call Jairo
at (818)426-6447. 5214 Kester Av e nue,
Sherman Oaks, CA 91411
ZENA DAY SPA IN CULVER CITY /
WEST LOS AN GELES Just opened a new,
full-service 6000 sq.ft. Egyptian style, full ser -
vice spa. It has hair sta tions, nail sta tions,
massage rooms and fa cial rooms for rent.
Must come with cli ents. Call or text Lorine at
(310)592-4292 www.zenaspa.net
LA VERNE ~ WELL ES TABLISHED
SALON HAS HAIR STA TIONS &
MAN I CURE STA TION FOR RENT Hair Stations
$100per week; Manicure Sta tion $70 per
week. In busy shopping plaza. For in formation call
Lillian @ (909)593-2150
SACRAMENTO - BLISS SALON IS
LOOKING FOR TWO TAL ENTED
HAIR ARTISTS & ONE MANICURIST that
take pride in their work. It’s like hav ing your own
hair studio. Drama free sa lon - you are your own
boss. Rental - must have cli entele. Call John
(916)425-1305
HUNTINGTON BEACH - 50% OFF FOR
THE 1ST 3 MONTHS trial on all full-time rent -
als. Beau tiful & Up scale, full ser vice sa lon has Hair
& Nail Stations & Facial Room for rent. Must
have own cli entele. Please call (714)448-6108
SALARY /
COMMISSION
WANTED: Li censed cos me tol o gists and
estheticians to join the Ed ucation De partment at
Federico Beauty In stitute – lo cated in Sac ramento,
California. Will train! Visit www.federico.edu or
call 919.929.4242 ex. 205.
SALON OWNER IS LOOK ING FOR AN EX -
PE RI ENCED AND TAL ENTED STYL IST
to help with owner’s cli ents and take new cli ents.
Must be very good with straight blow dries and ex -
tension re moval (keratin). For more info drop off
resume @ 8252 Melrose Avenue, Los An geles, CA
90046
BEAUTY SA LON 4 SALE IN GLEN -
DALE, CA Great lo cation. Beautiful sa lon with
9 stations, 5 shampoo bowls, ex tra pri vate room
with 3 sta tions and equipped room for wax and
facials. Owner and two styl ists may wish to stay.
For more in formation please call
(818)634-6468.
SACRAMENTO, CA - FULL SERVICE SA -
LON FOR SALE Four hair sta tions, two sham poo
bowls, four dry ers, two nail stations, two spa ped i-
cures, nail dryer ta ble, fa cial and mas sage room, two
tanning beds. 1500 sq.ft. Great lo cation. College
Green Shop ping Cen ter. Lots of walk-ins, lots of
parking. Ask for Licha or Lupita (916)383-4636 or
(916)387-1030
BURBANK, CA - SA LON FOR SALE! Great
location! 1/2 block from Burbank Me dia Center.
Must See! Only $25,000. Call Carmen D. Gon zalez
@ (818)563-4243
REDONDO SA LON FOR SALE! Great lo cation,
beau tiful shop with five stations, three sham -
poo bowls and room for massage / fa cials. Busy lo -
cation with lots of park ing. Only $55,000! Call
Jennifer Merritt, South Bay Bro kers
(310)375-0583 or (310)413-7809
RANCHO CUCAMONGA - BEAUTY
SALON FOR SALE with seven new hair
stations, one spa chair, one manicure ta ble and fa cial
room. Busy shop ping cen ter. Low rent. Contact
(909)238-0325 for more information.
PACIFIC BEACH SA LON 4 SALE
$10,000. 1050 Sq Ft. Am ple park ing. 6 Chair
salon. Contact Darryl (760)564-4390.
HOLLYWOOD, CA - HAIR SA LON FOR
SALE Great lo cation on Sun set Blvd. Low rent.
Good price - $25,000 or best of fer. Call for more in -
formation (213)380-2734 or (213)924-3586.
NAPA, CA - BUSY SHOPPING CENTER -
BUSI EST STREET 12 sta tions, 4 shampoo
bowls, 8 dry ers, fa cial chair & steamer, ped icure
chair, manicure ta ble. $35,000 plus one year free
rent. Ne gotiable. Call (707)363-7224
CORONA, CA - ES TABLISHED SALON
FOR SALE Large shop, reasonable rent. Good lo -
cation with park ing. Owner moving. Call for more
in for ma tion (951)272-6176 or (951)520-6061
LO CA TION, LO CA TION! Beau ti ful sa lon for
sale in Burbank. New con struction - it fea tures a
facial spa, nail spa and four sta tions. To schedule a
private view ing, please con tact Sergio Aran da @
(323)395-4251. Don’t miss out on this op portunity
to pur chase a wonderful salon!
SHOPS FOR SALE
SALON IN OR ANGE FOR SALE $28,000.
GREAT lo cation on Tustin Av enue. 1500 square
feet. Owner willing to stay. Newly remodeled.
(714)441-1756
AUBURN SA LON FOR SALE Beau ti ful, contemporary
hair sa lon with five sta tions, three back -
wash bowls, two dryers plus much more! Busy lo -
cation with lots of parking. Low overhead. Only
$39,500. (530)888-0984
NORTH ERN, CAL I FOR NIA: RARE OP-
PORTUNITY! SA LON FOR SALE IN BUSY
DOWNTOWN PALO ALTO Six sta tions and
facial room. All equip ment in cluded. $29,500 or
best of fer. Re tiring. Also 5 ex tra nice light grey
Hydraulic Chairs for sale. Call (650)207-0111
LA FAY ETTE - 1000 SQ.FT. SA LON FOR
SALE OR TRADE (for smaller sa lon in La fayette
area). Main Street. Light faux paint, new
floor, very clean. Great lighting and park ing.
Two year lease. Good rent. Call (925)284-2135
LOS ALAMITOS, CA - BEAUTY SA LON -
BUSY LO CA TION with many res taurants close
by. Beau tiful in terior - classic equip ment. Fan tas -
tic price! Sa lon is worth at least $100,000 - will
sac ri fice for $50,000 OBO. Call (562)335-4462 or
(562)598-3870
16 | AUGUST 2009 | CALIFORNIA STYLIST & SALON

HAIR SALON FOR SALE IN PLEASANT
HILL Four hair sta tions, one fa cial room. 625
sq. ft. Great parking. Call for more in formation
(925)642-0645.
CENTRAL COAST: SCOTTS VALLEY
BARBER SHOP FOR SALE $114,000. Grossed
$125,000 in 2008. Three sta tions, fully equipped,
es tab lished busi ness. Af flu ent lo ca tion, am ple
parking, low rent, per fect cli mate. Call
(831)440-0822 gtfitzh20@cruzio.com
SALON FOR SALE - PICO / FAIRFAX AREA
Great rent, four styl ing sta tions, two sham poo
bowls, three dry ers, make-up & re tail area, air con -
ditioner, alarm sys tem, sky light. Only $23,000!
Call Today (213)407-0271.
HAIR SALON - SARATOGA / CU PERTINO,
CA AREA 11 stations, four sham poo bowls, six
dryers. 1188 sq.ft. Call (408)996-0570 for more infor
ma tion.
USED EQUIPMENT
SIX BARBER CHAIRS WITH SIX STA-
TIONS with sham poo bowls built in. In -
cludes mir rors. Excellent con dition. $25,000.
Beauty chairs, hair dry ers, etc. Call for more in formation
(818)349-4310 (cell) or (818)626-9191
(leave message)
NEW EQUIPMENT
EL E GANT NAIL SUP PLY: We whole sale and
retail New & Used Sa lon Equipments, Sa lon Fur -
niture and all brand-name products OPI, IBD,
Gena, Cre ative, LaPalm… We of fer on line con tinuing
ed ucation. Please visit our website for more
in for ma tion: www.elegantnailsupply.com. Phone:
(937)258-0608 or 1-888-308-6308
EDUCATION
LEARN NEW TECH NIQUES
THROUGH DVD’S - FREE CAT A-
LOG Hair cut ting & styling, clip per & ra zor cut -
ting, hair col oring, wedding styles & updo’s,
makeup, fa cials, man i cures and ped i cures, wax ing
& hair removal, massage, and spa & body treatments.
800-414-2434 - www.VideoShelf.com
PERFECT YOUR HAIR CUT TING AND
COLORING SKILLS AT MOGI Mon day or
Sunday day time class. For more info call Mogi at
(310)801-1450 or www.mogihair.com /
http://mogihairedu.wordpress.com
AMAZING ‘HEAD TO TOE’ CERTIFIED
BOTANICAL SKIN CARE CLASSES /
WORK SHOPS and more of fered ev ery 4th Mon -
day - April 27th- May 18th - June 22nd - July 20th -
August 24th - Sept 21st - October 26th - No vember
16th - Dec. 14th. You may bring mod els. Make
your res ervations ahead of time - (949)598-4500
PLEASE VISIT: www.masterhairstylists.com
~ FREE DRAW ING! ~ Hair stylists Only ~
Sa lon Own ers add your Sa lon Web-Site link
FREE to our ‘Sa lon List’ (949)370-5019
MISCELLANEOUS
HEALTH BEN E FITS In cludes den tal, vision, pre -
scription, chiropractic and med ical. Not In sur ance
Linda (541)554-7953 or (541)461-4564 (home)
VITAS IS LOOK ING FOR COS METOLOGY
VOL UN TEERS to pam per Hos pice pa tients living
at home or nurs ing fa cilities pro viding haircuts
or set and styles. Op portunities available throughout
South ern Ca. and the Bay area. For de tails con -
tact Alex Silva at (858)503-4724 or al ex an -
der.silva@vitas.com
DONATE YOUR TIME: CALIFORNIA
COS ME TOL OGY AS SO CI A TION SOUTH-
ERN DISTRICT IS LOOKING FOR CCA
VOL UN TEER MEM BERS to help cre ate our
fu ture con tin u ing ed u ca tion etc. We need ded i -
cated peo ple in all areas of South ern Cal ifornia.
Our elec tion is com ing up in a few months - so let
us hear from you. Non mem bers and students can
apply. (949)598-4500
BUSINESS
OPPORTUNITIES
MAKE $100 PER HOUR SHARP ENING
SCISSORS AND CLIP PERS. I will beat any -
body’s price on any equip ment and train ing.
(408)439-9161
Sacramento, El Dorado, Placer,
Yolo, & Solano Counties
NEW Health Insurance coverage, WESTERN
HEALTH ADVANTAGE, is available with
the following benefits specifically for you:
• Guaranteed Acceptance
We also offer
• No Medical Questions Asked
Kaiser Permanente
• Additional Features such as:
as a Guarantee Issue
Chiropractor/Acupuncture (non-HSA plans only) Plan throughout
Assist America – global emergency services most of California!
Healthy Roads – fitness planning tools and resources
Call today 1-800-927-3566 for a free quote.
or if you prefer to email, do so now at rf_assoc@highways.net
You can also find more information about both plans at
www.fortierinsurance.com
Lic # 0F72579
CALIFORNIA STYLIST & SALON | AUGUST 2009 | 17

Consumer Confidence
The Nail Extension
Vicki Peters
Who said the beauty business was recession-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 leader
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 excited.
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 have a collection of glitter that you
use on your clients? Glitter in anything you
do shows you are in tune to what is popular.
• 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. A good
18 | AUGUST 2009 | CALIFORNIA STYLIST & SALON
nail tech should be higher priced so you
separate yourself from other salons.
• 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 and the
environment as well.
• 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 lotion,
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 Vicki@vickipeters.com.
READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE!
View this article and more at www.stylistnewspapers.com
August 2009
10: Rise - Maly’s Business Forum, Pasadena, CA www.malys.com
15-18: Bronner Bros. International Hair and Beauty Show, Atlanta,
GA www.bronnerbros.com
16-18: Strategies presents Success for Today’s Salon/Spa
Manager, Centerbrook, CT www.strategies.com
23-24: The High Road to Education Ultimate Two Day Event,
Pittsburgh, PA www.theHRTE.com
23-24: Miami International Beauty and Barber Show, Miami, FL
1-866-351-SHOW www.beautybarbershow.com
23-24: Expo Latino Show CCA Education and Student Competition,
Long Beach, CA 1-800-482-3288 www.the-cca.com
30-9/1: Champ Camp, San Diego www.inspiringchampions.com
31: Salon Source Salon Expo, Austin, TX (512)454-9200 www.
salonsource.biz
September 2009
4-5: VitaSpa ‘09 Buenos Aires, Argentina, www.vitaspaweb.com
12-13: ThermaFuse Council Weekend featuring Cosmo Easterly,
Kannapolis, NC 800-331-HAIR www.thermafuse.com
12-14: 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.com
13-16: Strategies Incubator, Centerbrook, CT www.strategies.com
13: Maly’s presents Undressed - Creativity Exposed, San Francisco,
CA www.malys.com
14: Rise - Maly’s Business Forum, Phoenix, AZ www.malys.com
15-17: HBA Global Expo and Education Conference, New York, NY
212-600-3000 www.hbaexpo.com
20-21: Strategies presents High-Performance Front Desk Training,
Centerbrook, CT www.strategies.com
20-21: Beauty School Forum, Barristar Productions, Pasadena, CA
www.barristar.com 800 SHOW-432
20-22: Cash Flow Camp, Nashville www.inspiringchampions.com
20 Maly’s presents Undressed - Creativity Exposed, Bellevue, WA
www.malys.com
27-28: ABA Canada Beauty Show Regina www.abacanada.com
August 2009
1-2: Westmore Academy of Cosmetic Arts presents Eyebrows
Only, Burbank, CA 1-877-978-6673
2: Skin for Life presents Microcurrent Training, Canyon Lake, CA
1-866-312-7546 www.skinforlife.com
2-3: Grace Albert Aesthetics Brow Design and Waxing Academy
presents Day of Brows - Day of Brazilians, Columbus, OH 1-888-
688-2769 www.perfectbrow.com
3: George Riley’s PBC presents Hands-on Cutting / Design Class,
Santa Rosa, CA 1-800-303-3630 www.georgerileyspbc.com
3: Sweis Inc. presents Keratin Complex Smoothing Therapy, Torrance,
CA 877-633-1717 www.sweisinc.com
3: Kryolan Professional Makeup presents Special Effects, San
Francisco, CA 1-800-866-1329
3: Cosmoprof Beauty presents Paul Mitchell Complete Color
Demo; Bio Ionic KeraSmooth; Satin Smooth Waxing Class Demo
www.cosmoprofbeauty.com
3: EI presents Working with Colors in Makeup Designs Workshop
& Maquillaje de Draga (Workshop in Spanish) - (323)871-8318
Joeb@ei.edu
3: The Studio presents Sebastian Experience, Los Angeles, CA
www.thestudioeducation.com
3: Skin for Life presents Microdermabrasion Fundamentals,
Canyon Lake, CA 1-866-312-7546 www.skinforlife.com
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
4: The Studio presents Sebastian: Next Up - Remix, Los Angeles,
CA www.thestudioeducation.com
5: The Studio presents Wella Experience, Wella Color Movement,
Nioxin: The Consultation Forum, LA www.thestudioeducation.com
5-Oct.21: SPAWHO.COM, Inc. presents Top Gun Front Desk Training
- Online Webinar Course www.spawho.com, click training
8-9: Kryolan Professional Makeup presents Theatrical Makeup,
San Francisco, CA 1-800-866-1329
8-9: Westmore Academy of Cosmetic Arts presents Beauty
Airbrush & Avante Garde, Burbank, CA 1-877-978-6673
9: The Studio presents Essential Color & Creative Immersion I, Los
Angeles, CA www.thestudioeducation.com
9: Skin for Life presents LED Light Therapy, Canyon Lake, CA
1-866-312-7546 www.skinforlife.com
9-10: Grace Albert Aesthetics Brow Design and Waxing Academy,
San Diego, CA 1-888-688-2769 www.perfectbrow.com
10: Sweis Inc. presents Keratin Complex Smoothing Therapy, Victorville,
Tustin, Mission Viejo, CA 877-633-1717 www.sweisinc.com
October 2009
4: Beauty School Forum, Barristar Productions, Indianapolis, IN
www.barristar.com 800 SHOW-432
4-5: ABA Canada Beauty Show Calgary www.abacanada.com
4-5: The High Road to Education Ultimate Two Day Event, Dallas,
TX www.theHRTE.com
5-8: ISPA Conference, Las Vegas, www.experienceispa.com/ISPA
11: George Riley’s PBC Central Coast Show, Santa Cruz, CA
1-800-303-3630 www.georgerileyspbc.com
11: Central Coast Hair Design & Beauty Expo, Santa Cruz, www.
cocoanutgrovesantacruz.com/hairshow
11-12: Mid-American Beauty Classic, Columbus, OH
www.premiereshows.com
14: Welcome to Our World sponsored by the Professional Beauty
Federation 800.468.2274 x3437
17-19: Intercoiffure Fall Atelier, New York www.intercoiffure.us
1-800-442-3007
17-19: Salon International, London, www.salonexhibitions.co.uk
18: Maly’s presents Undressed - Creativity Exposed, Irvine, CA
www.malys.com
18: Beauty School Forum, Barristar Productions, Phoenix, AZ
www.barristar.com 800 SHOW-432
18-19: Premiere Birmingham, AL www.premiereshows.com
18-19: Heartland Beauty Expo, MN www.heartlandbeautyexpo.com
25-26: Texas Beauty Show, Dallas, TX 512-415-8300
www.texasbeautyshow.com
25-26: International Congress of Esthetics and Spa, Philadelphia,
PA 800.471.0229 or visit www.LNEONLINE.com
25-26: ABA Canada Beauty Show - Moncton www.abacanada.com
25-27: Goldwell Trend Zoom, Las Vegas, NV www.goldwellnorthamerica.com
November 2009
1-3: Cash Flow Camp, Washington, DC inspiringchampions.com
2: Rise - Maly’s Business Forum, San Francisco, CA malys.com
7-8: International Esthetics, Cosmetics and Spa Conference IESCS
Florida, www.iecsc.com
8-9: Salon and Spa Buyers Bazaar, Pomona, CA, Fairplex Event
Center, 800-859-9247 www.sasbb.com
10: Skin for Life presents Microdermabrasion Fundamentals,
Canyon Lake, CA 1-866-312-7546 www.skinforlife.com
10: Eva’s Esthetics presents Brazilian Wax, Oakland, CA 1-800-
765-7597 www.evasesthetics.com
10: Cosmoprof Beauty presents Bio Ionic KeraSmooth, Torrance,
Victorville, Woodland Hills, CA www.cosmoprofbeauty.com
10: EI presents Working with Fashion & Runway Makeup Workshop
- (323)871-8318 Joeb@ei.edu
10-11: NCEA Certification Prep Class WEBINAR 1-800-242-1103
ext. 3243 / nceacertified@aol.com
10-14: Westmore Academy of Cosmetic Arts presents retro
Fashion Makeup 30’s-60’s, Burbank, CA 1-877-978-6673
11: The Studio presents Essential Foiling, Los Angeles, CA www.
thestudioeducation.com
16: The Studio presents Color Correction, Los Angeles, CA www.
thestudioeducation.com
16: Skin for Life presents Microcurrent Training, Canyon Lake, CA
1-866-312-7546 www.skinforlife.com
16-17: Cinderella Hair 2-Day Seminar, Santa Fe Springs, CA
www.cinderellahair.com 800-332-9246
17: NCEA Certification Prep Class , San Francisco, CA (650)244-
9625 www.conceptsinstitute.com / nceacertified@aol.com
17: Skin for Life presents Peel Training and Product Knowledge,
Canyon Lake, CA 1-866-312-7546 www.skinforlife.com
17: Kryolan Professional Makeup presents Camouflage, San
Francisco, CA 1-800-866-1329
17: Cosmoprof Beauty presents Paul Mitchell Collection Haircut
Demo Class; Bio Ionic KeraSmooth; Paul Mitchell Men’s Grooming &
the T3 Experience Demo; Nioxin Demo Day www.cosmoprofbeauty.com
17: EI presents Easy Airbrush Makeup & Face Painting for Kid’s
Events Workshop - (323)871-8318 Joeb@ei.edu
18: The Studio presents Color Freedom, Los Angeles, CA www.
thestudioeducation.com
23: The Studio presents Wella Color Movement Trend Seminar,
Los Angeles, CA www.thestudioeducation.com
23: Skin for Life presents Microdermabrasion Fundamentals,
Canyon Lake, CA 1-866-312-7546 www.skinforlife.com
24: Amazing Head to Toe Certified Botanical skin care classes /
workshops. Call for reservations (949)598-4500
24: Eva’s Esthetics presents Speed Wax, Oakland, CA 1-800-
765-7597 www.evasesthetics.com
24: EI presents Maquillaje de Novias (Workshop in Spanish) &
Period Makeup Designs - (323)871-8318 Joeb@ei.edu
26: The Studio presents Classic Cutting, Los Angeles, CA www.
thestudioeducation.com
30-31: Kryolan Professional Makeup presents Evolutions of Eeauty
- Part One, San Francisco, CA 1-800-866-1329

WHAT’S NEW IN THE MARKET
1. Mirabella Beauty Offers ‘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 artistry
tools and technicals. For more information, visit www.mirabellabeauty.com or call 1-800-853-6650.
2. LiQWD: Streamlined Selection for All Hair Types
From 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 Offers New Effective Treatment for Acne
Aknof 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 Repair
The 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 Northern California distributor, Independent
Salon Services at 1-888-478-4481; Southern California distributor, Sweis, Inc. at 1-877-633-1717 or
visit www.moroccanoil.com.
5. Wella Color Moves with Texture and Cut
Following 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 corresponding
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
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 editor@stylistnewspapers.com or mail to Stylist & Salon Newspapers, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221.
1
“I’m very impressed with the level of
service Europro Equipment provided to
our salon. No other company compares
with the quality of service they provide.”
- Bally’s Hotel & Casino Spa
8 function machine
facial stool
5
3
sterilizer
2
adjustable chair
trolley
wax warmer
hot towel cabbie
(800) 272-1716 www.europroequipment.biz
• 20 years in business
• Superior quality service
• 1 year warranty
Start-up Package $1,890 Reg. $3,364
Order now and receive
COMPLIMENTARY GIFT
of Bio Jouvance Paris
Professional Skin Care
Products.
A $300 Value!
CALIFORNIA STYLIST & SALON | AUGUST 2009 | 19
4

Exclusive Distributors:
Northern California and Nevada:
INDEPENDENT SALON SERVICES
San Jose, CA 888.478.4481
info@independentss.com
SWEIS, INC.
Southern California:
SWEIS, INC.
Torrance, CA 877.633.1717
www.sweisinc.com