october 2009 - Stylist and Salon Newspapers

In this issue... 

4 

6 

14 

Beauty Business Buzz . . . . . . . 4 

Blue Highways . . . . . . . . . . . . . 6 

Build Your Online Business . . . . . 7 

Tool Terminology . . . . . . . . . . 8-9 

Three Months of Marketing . . 10 

Esthetic Endeavors . . . . . . . 13 

Retail Matters . . . . . . . . . . . 14 

Texas TDLR News. . . . . . . . . 15 

Classifieds . . . . . . . . . . . 16-17 

Salon Software Systems . . . . . . 17 

Your Website is Your Best PR. . 18 

Calendar . . . . . . . . . . . . . . 18 

What’s New in the Market . . . 19 

On the cover... 

Cover Photo 

Courtesy of 

JOICO 

Beauty Business Buzz 

Not only is it necessary to know 

how to navigate the web in today’s 

world but essential to know 

how to use the web to help in 

growing your business. Here are 

a few pointers for anyone getting 

ready to jump in with both feet. 

Blue Highways 

Jerry Tyler suggest understanding 

generational differences and 

how they apply to the use of 

new technology will give you a 

greater understanding of how to 

achieve success with these new 

and valuable tools and better 

reach your desired audience. 

Retail Matters 

The holiday purchasing season 

is soon to be in full swing. Get 

your salon team engaged in the 

selling process and watch the 

profits roll in. 

2 | OCTOBER 2009 | TEXAS STYLIST & SALON 

The Internet — a Business Must 

16 hour 

From the Editor 

Lisa Kind 

“Almost overnight, the internet’s 

gone from a technical wonder to 

a business must” — Bill Schrader 

Training Course 

Dallas, TX 

Class Includes: 

• Step-By-Step Instruction 

• Demos of Eyebrow, Eyeliner, and Lip Liner Procedures 

• Learn the Rotary Machine (Pen) 

• Needles • Hands on Procedures • Anesthesia 

• Eyebrow, Eyeliner, and Lip Liner Pigment 

• Theory • Professional Color Wheel 

• Certificate of Intradermal Technician 

214.566.0485 

patsy.charles@yahoo.com 

www.salon-de-la-rosa.com 

Patsy Charles, Permanent Make-up Esthetician 

Hotel InterContinental Dallas, Salon & Spa 

15201 Dallas Pkwy - Addison, TX 75001 

Ofrecemos clases en Español 

Eye lash extension training as well. 

And that includes the beauty business. 

Even the smallest of business owners now 

have a way of reaching customers they never 

would have been able to a decade ago. The 

point has come down to it is essential to 

know how to use the world wide web and 

grow your salon business. 

Charlene Abretske, on page 4, offers 

pointers for making your salon visible so all 

can see you. Utilizing the internet is a fun 

way to develop a fantastic relationship with 

your clients and increase your client count at 

the same time. 

Wait a moment…. do you have a website 

yet? Turn to page 18 for the first of a two-part 

series on creating a website. It’s no longer 

enough to simply be another beautiful online 

brochure and/or catalog. Your website 

becomes your client’s first experience with 

your salon and they make their first impression. 

It is a critical piece of the public relations 

and marketing mix today. 

Using today’s technology may give beauty 

professionals an upper hand in the success 

department. Jerry Tyler, page 6, suggests to 

feel truly blessed in today’s beauty business 

takes balancing the use of today’s technology 

as well as continuing to grow personal 

and professional development skills. In other 

words, building that one-on-one contact with 

your client is just as important as building 

your client email list. 

Finally, are you ready to get hi-tech at the 

front desk? The thought of computerizing 

jobs that have always been done personally 

can be overwhelming for some. On page 17, 

Tiffany Neumann tells what to look for in 

choosing the right salon-software system that 

will benefit your entire team. 

Are you confused by new hair tool terminology—is 

it ionic or nano? Which clipper 

motor works better for thick hair? Don’t 

know the difference between tourmaline and 

ceramic, or what is supposed to be the best 

for hair? On pages 8-9, Industry experts offer 

helpful tool technology definitions to assist 

stylists when determining what tools will 

work best for their client hair type. 

Columnist Judy Culp explores some 

makeup artistry brush basics. She suggests 

with so many brushes to select from you 

should evaluate what the brush is needed 

for and what type of skin it will be used on 

and what the desired effect will be. Turn to 

page 13 to read a complete rundown of brush 

structure, cost and bristle material. 

The internet provides beauty professionals 

with a great opportunity to build business. 

Online marketing, email blasts, blogging, 

surfing the web... these are all things that can 

be done to build a client list and develop relationships 

with clients. The key is to balance 

today’s hi-tech with the one-on-one personal 

relationships that are so important in the 

beauty industry. Happy balancing! 

Get the professional 

training you deserve for one of the 

FASTEST GROWING CAREERS 

Texas Stylist & Salon 

Volume 4, Number 3, Issue 39 

October 2009 

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, Charlene Abretske, 

Neil Ducoff, Vicki Peters, Elizabeth Brown, 

Tiffany Neumann, Steve Sleeper, Bruce Rigney 

Texas Department of 

Licensing and Regulation 

Susan Stanford, Public Information Officer 

TEXAS STYLIST & SALON is mailed free of charge 

to licensed salons, barbershops, beauty schools, 

distributors and manufacturers in Texas. 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/ 

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ALL MATERIAL COPYRIGHT 2009 by Holland 

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No part of this publication may be reproduced, 

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or by any means, electronic, mechanical, photocopying, 

recording or otherwise, without the prior permission of 

the publisher. 

OPINIONS AND ENDORSEMENTS herein are 

the sole responsibility of the writers or advertisers 

and do not necessarily represent the opinions of the 

publisher or the State Boards of each state. Publication 

of advertising contained herein does not constitute 

endorsement. Columns are the opinions of the writers 

and not those of the publisher. Texas Stylist & Salon assumes 

no responsibility for the claims of any advertiser 

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they provide either orally or in writing. Advertising 

does not imply that the paper will provide any editorial 

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Use the Web to Grow Your Business 

Beauty 

Business Buzz 

Charlene Abretske 

Using the web has leveled the playing 

field for many small businesses allowing 

them to reach their clients in ways they never 

would have dreamed of a decade ago. 

Not only is it necessary to know how to 

navigate but essential to know how to use the 

web to help in growing your business. Here 

are a few pointers for anyone getting ready to 

jump in with both feet. 

Template Websites 

Websites are now easier than ever to start 

and most businesses don’t require a web 

developer for what they would like to have. 

There are several low cost template 

websites which you can feasibly create in just 

a few hours. Prices range from free to around 

$50 a month depending on the features and 

options you choose. 

Website templates are extremely convenient 

allowing you to make updates easily 

without having to wait for a developer to do 

so and it is usually free to update as often as 

you wish. 

The options available to you to customize 

your website may be limited depending 

on the provider. Remember the easier to 

use sites generally offer fewer options for 

customization. 

Make sure to read the fine print about 

who owns the content on your site. Many 

times, in the end user license agreement you 

will find clauses that may allow the company 

hosting the site to advertise products or services 

on your page. You may also find some 

companies reserve the right to “own” your 

content or alter it some way. Please stay clear 

of sites that allow this and make sure you read 

the fine print before you begin building. 

Etiquette Rules for Social Media 

Social media and online communities are 

growing at a rapid rate; Twitter and Facebook 

are emerging as two of the most popular. Yelp, 

Kudzu, and Citysearch are online communities 

based around user reviews and they too have 

their own insider rules. There is etiquette 

that should be observed and can be learned 

by spending a little time getting to know the 

community to better understand it. 

• Facebook - Create a fan page for 

your business; there are several tracking 

mechanisms in the fan pages that allow you 

to formulate a demographic of who is looking 

at your page. The clients who use Facebook 

want a more personal relationship with your 

business and want to be associated with you. 

The items users find valuable are information 

about the stylists who work there, beauty tips 

and special offers from your business. Do not 

post excessively only about sales items if you 

want to keep your fans, your clients want to 

know they are valued for more than the size 

of their wallets. 

• Twitter - Think of Twitter as an 

enormous reference library. Users go there 

for information and entertainment in 140 

characters or less and follow other users who 

provide those for them. Your tweets (posts on 

twitter) should be fun and informative. Limit 

yourself on the sales talk in your tweets, your 

followers will stay with you longer when they 

are entertained or feel like they are getting the 

“inside scoop” on the beauty world. 

• User Review Sites – These sites allow 

feedback from your customer and are invaluable 

for you to know who has had a great experience 

and who hasn’t. As a business owner 

it is imperative you know how customers 

view your salon or spa. One of the benefits 

that come out of these sites is the growing 

number of unsolicited referrals your business 

can receive; the key word here is unsolicited. 

Do not, under any circumstances, offer your 

clients a reward to post on any type of consumer 

ratings site. This is a behavior that will 

enrage the members of these communities 

who can bash you and your business in their 

open forums. 

• Avoid conflict - You may encounter 

what internet users call a “troll.” Trolls are 

people who spend a lot of time on these sites 

and look to get you riled up by posting controversial 

items about you or your business. 

Do not “feed the troll” and by that I mean, 

do not engage them. Ignore them, the more 

clicks they get the more likely others are to 

see it. If you ignore them, they will go away 

and bother someone else. 

Emarketing 

Emarketing is a component to maximizing 

your success by allowing your clients to 

have easy access to the links of your website, 

social networking and consumer sites. Emailing 

out your links to your testimonials on 

Yelp, your Facebook fan page or your website 

is an invaluable way to keep your clients in 

the loop about your business. 

Cyberspace is a big world out there and 

navigating may not always be easy, but the 

rewards far outweigh the costs when you are 

informed and prepared. Getting your salon 

out there for all to see is a great way for you 

to have fun, increase your client count and 

have a fantastic relationship with your clients. 

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. To take part in 

this program please contact Your Beauty Network toll free (866)364-4926 

or email info@iybn.com. 

READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! 

View this article and more at www.stylistnewspapers.com

Balancing High Tech Skills with Personal Interaction 

Blue Highways 

Jerry Tyler 

The past is a place where collective experience 

is a powerful learning tool if we choose 

to apply its lessons learned. But the trick is to 

not let the past define our current reality. 

This is never more apparent than in the 

world of new technology. Understanding 

generational differences and how they apply 

to the use of new technology has given me 

a greater understanding of how to achieve 

success with these new and valuable tools 

and better reach my desired audience to our 

mutual benefit. 

As a ‘Baby Boomer” I grew up in a world 

where personal power and contact was the 

key to success. Interpersonal relationships 

were made and cemented by the ability to 

interact on a verbal and visual level. 

Business and personal relationships were 

sealed with a handshake or a hug. I can readily 

relate to kind words with a smile. But I 

have learned to grow in our current business 

and social climate where winning the world 

one handshake or business card at a time is 

no longer the only way to excel. 

Where I used to count my highest 

achievement after networking at an industry 

gathering by the height of the stack of newly 

acquired business cards, I now go beyond the 

physical address on the front of the card and 

go directly to their web address. This not only 

tells where they are, it tells me (through their 

web page) who and what they are. 

This gives broader depth and scope to 

develop a deeper relationship based 

on greater understanding. We used 

to work the room now we work 

the web. 

The challenge for our generation 

is to embrace the new technologies 

of the web, social and business 

networking sights to enhance our 

already established traditional skills both personal 

and business. 

One recent example of embracing the now 

came to me through my association with 

Esche and Alexander Public Relations. 

At a one-day seminar at a hair show three 

years ago, I was learning how to develop a 

comprehensive public relations package. With 

the focus definitely pointing to the web as a 

new major resource to expand and promote 

our brands, the presenter’s ability to connect 

with us defined their success that day. 

Fast forward to 2009 – so much has 

evolved with Esche and Alexander; while they 

Hair Extension 

still rely on their experience and personal 

one-on-one relationships, their current success 

is the potential thousands they are reaching 

through their blog at www.beautyPR.com. 

This is a great way of illustrating how 

with the enhancement to our already established 

skills of the new technologies such as 

blogging, we can reach a broader client base 

...technology is here to enhance 

our craft of hands-on and personal 

touch skills, not to replace them. 

to unlimited new horizons. 

Another great example of expanding our 

current horizons through business networking 

came to me while attending The 

Cosmetology Educators Association (CEA) 

convention this summer. 

There I was made aware of the “Beauty 

School Network,” a business and resource networking 

site for beauty schools, students and 

educators. An example of using networking 

sites specific to the needs of a particular audience, 

in this case our future beauty industry 

professionals and the schools that serve them. 

With the advances in technologies of 

business and social networking come some 

challenges to those who were raised in the 

era of these technologies. On the flip side 

of those who are adept at the social personal 

skills, there are those that rely on texting and 

emailing rather than talking. 

While being tech savvy may come as 

second nature to them we need to coach 

their generations on the need to balance high 

tech skills with those of personal interaction. 

Since the beauty profession is a one-on-one 

business they may need to be skilled in the 

areas that to us come more naturally as part of 

our collective experience, personal interaction. 

The point to remember is technology 

is here to enhance our craft of hands-on and 

personal touch skills, not to replace them. 

To be truly abundant in today’s beauty 

business it will take the balance of utilizing 

today’s technologies as well as continuing to 

grow our personal and professional development 

skills. 

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. 


View this article and more at www.stylistnewspapers.com 

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Build Your 

Business Online 

Would you like to know about some easy, 

no-cost ways for salons to get more clients 

using effortless tools and tactics online? 

As you know, everywhere stylists and day 

spa owners look, there seems to be somebody 

giving them another reason to step up their 

tech know-how and get busy promoting 

themselves on the internet. But with mysterious 

terms like social networking, website 

development and blogosphere, it can be hard 

to figure out what it all means, let alone how 

to use it to promote their services. 

But with so many people trading information 

online these days, stylists may find that 

spreading the word about their services could 

be easier than ever—all they have to do is 

learn a few simple techniques anyone, even 

those without a website or a marketing budget, 

can implement. 

Below are three steps that are easy and 

free, so any salon or stylist can benefit by 

putting them to use. They don’t need to buy 

a book to figure out the internet or even become 

tech-literate. Just a few minutes online 

could help them discover these easy ways to 

attract new clients through the Web. Building 

a clientele has never been easier or cheaper. 

Step 1: Utilize online review websites. 

Most day spas and salons have loyal 

clients who rave about how much they love 

the services they receive from their stylists. 

Stylists who have a friendly relationship with 

these enthusiastic clients can kindly ask them 

to write a review of their experience on an 

online business-review website. 

More and more salons are finding they 

are getting new clients through reviews written 

on sites like Yelp.com or Citysearch.com. 

Sometimes stylists aren’t even aware there are 

reviews about their services on these sites, so 

to be up to speed about what others are saying 

about you, it’s important to check out online 

review sites. In addition to the two already 

listed, also be familiar with Reviewpage.com 

and Yellowpages.com. 

Step 2: Use an online scheduling tool. 

You will attract new clients and make booking 

appointments easier by doing so. A common 

time waster for stylists is appointment 

scheduling. Stylists can spend hours a week 

playing phone tag with clients. And often 

they are interrupted by a ringing telephone 

when they are busy. A free and easy solution 

to appointment-booking woes is an online 

scheduling tool. 

When salons use a web-based scheduling 

tool, it becomes easy for new and current clients 

to click a button and book their appointments 

online. These tools were made so that 

it is super easy for stylists to set up a calendar 

continued on page 14 

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Tool Terminology and Technology 

Are you confused by new hair tool terminology—is 

it ionic or nano? Which clipper 

motor works better for thick hair? Don’t 

know the difference between tourmaline and 

ceramic, or what is supposed to be the best 

for hair? 

Industry experts offer helpful tool 

technology definitions to assist stylists when 

determining what tools will work best for 

their client hair type. 

Irons and Dryers: Ionic or Nano? 

Ceramic or Tourmaline? 

Dominic Barbar, founder of Barbar Professional 

Hair Tools, offers clear, yet scientific 

definitions on new hair tool technology terms: 

• CERAMIC — Uses: Curling Iron, Flat 

Iron, Blow Dryer. Ceramic technology 

negates radiation, making hair smoother 

and shinier. It can also help seal moisture 

in the hair. 

• IONIC — Uses: Curling Iron, Flat Iron, 

Blow Dryer. Ionic technology uses negative 

ions to neutralize static-causing positive 

ions, yielding less frizz while restoring 

moisture to the hair cuticle. 

• NANO — Uses: Flat Iron, Blow Dryer. 

Water molecules are broken down into 

extremely tiny particles, releasing frizzreducing 

natural ions and allowing more 

moisture to seep into hair. 

• TOURMALINE — Uses: Curling Iron, 

Flat Iron, Blow Dryer. Black tourmaline 

stones help protect hair from negative 

energy and harmful radiation to yield soft, 

shiny, frizz-free results. Black tourmaline 

emits negative ions and far-infrared (long 

wavelength) heat, which collide with positive 

ions to reduce static electricity, close 

hair cuticles and minimize heat styling 

damage. Far-infrared heat penetrates hair 

from the inside out to reduce drying time. 

Clippers and Trimmers: Pivot, 

Rotary or Magnetic Motor? 

Fred Koeller, vice president of marketing at 

Andis, offers an explanation to give you insight 

into clipper and trimmer quality the next time 

you are in the market for a new one. 

When you’re choosing your next clipper 

or trimmer, you consider which features you 

need and decide what you’re willing to spend 

for those features. 

But what about the motor? How do you 

decide the type of motor you should purchase? 

What’s the difference between pivot, 

rotary and magnetic motors? 

“We always take into account the type of 

cutting that the styling tool is designed for,” 

notes Koeller. “Ideally, though, each barber 

and stylist understands the capabilities of the 

various types of motors, too.” 

• PIVOT MOTORS—High Power, Lower 

Blade Speed: Thick, Heavy or Wet Hair 

Pivot motor clippers and trimmers have 

high cutting power with a lower blade 

speed. Pivot motors are especially suitable 

for thick, heavy or wet hair. Pivot motors 

can offer up to four times the power of 

comparable magnetic motors. 

• ROTARY MOTORS—Equal Power 

and Blade Speed: Wide Variety of Cuts 

Rotary motor clippers and trimmers offer 

an even amount of power and blade speed. 

With this combination, rotary motors are 

extremely versatile and work well for a wide 

variety of hair cutting methods. Rotary motors 

offer superior torque power and cutting 

performance in a lightweight size. 

• MAGNETIC MOTORS—Reliable 

Power and High Blade Speed: High 

Volume Cutting 

Magnetic motors provide incredibly high 

speeds—as much as 7200 complete blade 

strokes per minute. This type of motor 

produces a smoother haircut. Precision built 

to run quietly and cool, they are perfect for 

high volume hair cutting. These maintenance 

free motors require no internal oiling 

and last for years with fewer moving parts to 

wear out. 

Brushes Can Make the Difference 

Ernesto Alonzo, salon owner and industry 

expert, offers some things to consider when investing 

in brushes for your business or advising 

your clientele: 

Professional brush lines have a range of 

sizes and styles of brushes for different tasks 

and different hair types. All brushes are not 

created equal. The shape and composition 

of a brush will determine how it performs, 

holds up over time, and even the amount 

of stress it puts on your wrist after hours on 

your feet doing hair. 

It’s important to choose the right brush 

for the task. 

BRISTLES 

• BOAR BRISTLE — Natural boar 

bristle is an important component of a high 

quality brush. Because they are porous, boar 

bristles literally transport the oils from the 

scalp to the hair strands. This is the only way 

to actually nourish the hair. That’s why your 

grandmother always told you to brush your 

hair 100 strokes every day. 

Boar bristles have a second benefit, in that 

they also act on hair cuticles, closing them 

and creating a natural polished look one can 

only achieve with boar bristle. 

Not all boar bristles are the same quality. 

Boar bristle comes in three different cuts. 

The highest quality is called “first cut.” 

One-hundred percent boar bristle is best on

fine, straight hair because it is flexible and 

minimizes breakage. Always use boar bristles 

for finishing—it creates shiny, polished, 

healthy hair. 

• MIXED BRISTLES — Mixed bristles 

are a combination of 100 percent boar bristles 

and nylon bristles. Nylon bristles are stronger 

than boar but unlike boar, they aren’t porous 

or soft. 

Nonetheless, nylon is important in styling 

brushes because it helps create more 

pull, to help you grab the hair better. Some 

nylon bristle is crucial when you are working 

with medium coarse hair or very curly hair, 

although it is not recommended to use a 100 

percent nylon bristle brush because that can 

cause breakage. 

• PORCUPINE BRISTLE — A porcupine 

bristle brush is comprised of tufts of 

pure boar bristles with a longer nylon quill 

at the center. This nylon quill provides extra 

tension which is extremely helpful when 

working with extremely difficult hair that is 

very coarse or very curly or both. 

The way the bristles are set in the brush 

is very important too, since one configuration 

is best for styling while another is best for 

volume and extra lift. 

Before Laser 

After 7 Weeks 

The 

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Laser Hair Enhancement 

Amazing Results 

After 2 years of experiencing thinning hair and desperate for 

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Shirley is one of 80 million Americans seeking an answer for 

thinning hair and now you can be part of the solution. Your 

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healthier appearing head of hair for your clients. 

As easy to use 

as a dryer 

CERAMIC, WOOD OR METAL BARRELS 

Barrels are made out of ceramic, wood or 

metal. Ceramic is a fantastic material for the 

barrel of a styling brush because it holds the 

heat a long time and conducts heat evenly and 

naturally, without burning the hair. 

Wooden barrels or wood with ceramic 

coating are also good options. The ceramic 

coating can make the wooden brush as efficient 

as a ceramic brush, but it will retain heat 

without overheating and damaging the hair. 

The shape of the brush barrel is also 

crucial. An oval-barreled brush will give you 

extra tension and added control over difficult 

hair, from the roots to the ends, which are 

equally important in smoothing very curly 

hair. The oval shape is also best on over-processed 

hair. The flat area of the oval allows 

you to create extra extension, especially at the 

ends, giving you a flat iron finish. 

LIGHT WEIGHT HANDLES 

Handles should be light. Remember, you 

are wielding this tool all day. A well-engineered 

brush will get the job done without 

added weight. Let the brush do the work. 

Most of us don’t skimp on our scissors. 

Why should we make the mistake of thinking 

all brushes are the same? 

After 28 Weeks 

Shirley today 

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Discover how you can generate thousands of dollars in 

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community. 

You can own one of our professional lasers for as little as $139 

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you need to take advantage of this exciting new opportunity. 

One phone call gets you started. Call (866) 646-9050 

or visit our web site: www.SalonLasers.com 

For more information on Barbar products, call 888-227-1414 or visit www. 

barbarartist.com. Andis Company, a family held business founded in 1922, 

is a leading manufacturer of handheld tools to trim, cut, curl, straighten and 

dry hair. For information call 262-884-2600 or visit www.andis.com. 



“The laser is like a miracle to me” 

Shirley Vaught 

Salon 

Lasers 

Better hair from the power of light 

TEXAS STYLIST & SALON | OCTOBER 2009 |

Put Technology to Work for You 

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Three Months 

of Marketing 

Elizabeth Brown 

One of the toughest aspects of running 

any business that employs people is the 

“employing people” part. 

As salon owners you have no choice 

but to become an instant staff development 

director, human resource manager, conflict 

resolution expert and consummate motivator 

to the best of your abilities. 

Even then, people don’t always follow 

the rules. What may work to incentivize 

some staff doesn’t interest others. Sometimes, 

no matter how far you go to empathize, 

sympathize, motivate and interest your 

employees, they choose not to come along 

for the ride. 

Some demonstrate a lack of concern 

for your business, coming in late, skipping 

employee meetings, refusing to participate in 

sales initiatives, refusing even to help grow 

their own clientele. Worse, no matter how 

hard you try to develop a mutually respectful, 

positive climate, some employees undermine 

your efforts – sometimes subtly and sometimes 

in outright subversion to the goal. 

Do you wonder what this has to do with 

technology? 

As someone who has been preaching 

technology to businesses in the professional 

beauty industry for five years, I still see it 

when your eyes glaze over. I feel the subtle 

(and sometimes not so subtle) resistance to 

the reality that your business does, in fact, 

need a website. I still hear from individuals 

within the industry that they are “afraid” 

that they will make their customers “mad” if 

they email them. 

Since marketing and business arguments 

have still not overcome your objections to 

putting technology to work for you, I wanted 

to give you a more self-centered reason to put 

the internet and email to work for you. 

The internet and email will not talk back, 

undermine efforts to grow business or create 

a negative undertone. They will work for 

you, showing up day in and day out, at any 

time day or night, 24 hours a day, 365 days 

a year. They will support your sales initiatives, 

help generate new business and play 

an active role in attracting new residents and 

clients looking to make a change from the 

competition. 

The beautiful reality of email and the 

web is that you can create the best version of 

your business for display. You can tell clients 

about products that stylists ‘forget’ to mention. 

You can promote new stylists, celebrate 

personal events of staff and clients, you can 

congratulate and give kudos, and espouse 

worthy causes. 

You can tailor your communications 

to client’s desired frequency and to what 

interests them most. You can create leverage 

needed to attract other businesses for cross 

marketing or conducting cooperative events 

and marketing campaigns. 

A lot of good reasons to put the internet 

and email to work for you. 

Half of all Americans spend more than 

an hour online every day, and that statistic 

goes up in your prime demographics: working 

professional men and women, moms, 

boomers, and prospective clients 35 and 

under. 

Your clients and prospective clients 

will be looking for you online - you’ll be 

googled, yahoo’ed and otherwise searched 

for. A website is a 24 x 7 x 365 billboard to 

the world. You can start with a landing page 

for just a couple hundred dollars a year or 

build a complete online community. 

A website can be as simple as a one page 

“landing” site costing as little as a couple 

hundred a year (compare the cost of that 

with your yellow page listing) or a multipage 

site with home page plus contact/location, 

menu, and a special web offer for 

current or new clients. Simply put, you have 

to have it, because your clients use it. 

Here are a few ways to put e-mail to 

work for you in the course of business: 

appointment reminders, sending directions 

and contact information; thank you notes; 

newsletter; promotional service or retail 

offers for clients; event announcements, collecting 

RSVP’s and taking reservations. 

To avoid alienating readers, follow 

simple rules of email etiquette - be personal, 

be brief and compelling, and only send 

email to those clients or prospects who have 

subscribed or otherwise given you permission. 

Collect email online and offline in the 

salon at appointments, point of purchase and 

events. 

Even if you’ve never used a computer, 

you can still use e-mail as a communications 

tool for your business. How? Simple. If you 

really don’t want to learn to use it, hire a local 

high school or college student. Just a few 

hours a week will be enough to give you a 

start on an effective e-mail communications 

program. 

If simplicity isn’t compelling, price may 

be. Note cards and postcards are inexpensive 

and fairly quick in reaching people, but 

e-mail is immediate, trackable and FREE 

- and e-mail also has a significantly higher 

response rate than other forms of marketing. 

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. 


View this article and more at www.stylistnewspapers.com

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B E A U T Y

Makeup Artistry Brush Basics 

Esthetic Endeavors 

Judith Culp 

As a makeup artist I’ve always been 

intrigued by brushes, but there are so many 

out there. Every class I attended the artist had 

different recommendations. Every distributor 

has a different recommendation. Each of my 

friends love different brushes. 

This leads to major confusion and spending 

a lot of money trying to decide what is 

right for me. So, for this issue, let’s explore 

some brush basics. 

Brushes should be selected with the following 

considerations: 

• What are the properties of the product to be 

applied (liquid, cream, powder.)? 

• What are the properties of the surface 

– rough, smooth, dry, moist, oily? 

• What is your personal technique or style? 

• What is the desired final effect? 

Structure 

There are three parts to every brush — the 

hair, the ferrule and the handle. The hair is 

the brush part made from natural or synthetic 

fibers. In larger brushes, the fiber may be 

squirrel, pony, goat or blends. These brushes 

include powder, blush, contour and large eye. 

In smaller brushes sable, weasel, kolinsky, 

capra, badger and others are used. 

The ferrule is the metal part of the brush. 

It is most often made from brass, copper or 

aluminum. 

The handle is the third part and it may be 

made from acrylic, metal or wood. Wood is often 

preferred for its long term reliability. Short 

handles are preferred for client use as it allows 

them to get closer to a mirror to work. 

Long handles allow the makeup artist to 

work farther away from the client and enhance 

their ability to see the big picture. 

It is best if the hairs are fused (glued) 

rather than stapled for any cosmetic use to 

avoid the creation of a germ reservoir in the 

ferrule. Fused bristles are easier to clean. 

Cost and Material 

Brushes can vary from very inexpensive 

to highly expensive. The variance in price will 

depend on if the brushes are machine made or 

hand made, the type of ferrule, the fiber the 

bristles are made of and the handle choice. 

The same hair fibers are used in both 

hand made and machine made brushes. The 

difference will be how they are placed into the 

ferrule. Commonly brush kits will be machine 

made and hand made brushes will only be sold 

individually. 

A kit can be a nice way to start as it is less 

expensive, but professionals wanting to specialize 

in makeup artistry will want to add quality 

hand-made brushes as they do a superior job in 

product application and last longer. 

Synthetic verses Natural 

Brushes should be selected based on their 

purpose not on their origin for the best application 

result. However, synthetics do come 

in a full range of brushes for the client who 

wants non-animal sources for all brushes. This 

comes at a cost however as these brushes are 

polymer filaments commonly made of taklon 

or nylon. These brushes have their place and 

definite use, but require more manufacturing. 

SYNTHETIC — Synthetic fibers vary 

in price, durability and performance. Nylon 

is a common inexpensive utility brush. The 

mix of fibers and whether they are hand or 

machine made will affect the price and life of 

these brushes. The best of these brushes have a 

mix of at least 3 diameter filaments of varying 

thicknesses. The fibers may be white or dyed 

to reflect animal hair toning or a fun color. 

Common examples are fan brushes, 

lip brushes and camouflage brushes. These 

brushes are easy to clean although less soft 

than natural fibers. Sometimes they are dyed 

and then baked to make the hair softer. They 

are less prone to damage from detergents 

and solvents. They are excellent for layering 

makeup or applying cream or camouflage. 

NYLON OR TAKLON — These synthetic 

fibers are the preferred fiber for applying 

cream type cosmetics. Nylon includes nylon, 

plastic or rubber. They come in a variety of 

textures, qualities and control. Nylon is less 

expensive than Taklon. Taklon is softer and 

more absorbent. They are excellent for applying 

cream or camouflage bases, lip color and 

eyeliner. 

NATURAL — Natural fibers refer to 

those derived from animal hair across the 

globe. It also refers to a specific type of brush. 

Natural fibers include sable, kolinsky, badger, 

goat, pony, squirrel, ox, camel, hog, mongoose, 

sabelina, and natural bristle. 

I have compiled a list of several different 

types of natural fibers and what product and 

application they are best known for. You can 

view this list at www.stylistnewspapers.com. 

Whatever the brush you are evaluating 

keep in mind what it is needed for, what type 

of surface it is for, and is there a particular style 

or finish effect desired. Construction, quality, 

and performance life from your investment are 

also key to factor in. 

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. 



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Goodbye Summer, Hello Retail Opportunity 

Retail Matters 

Steve Sleeper 

The dog days of summer have come to 

an end. As we watch the last remnants of 

summer from our salon windows, it’s easy to 

see the darkening sky as a metaphor for the 

turbulent economy. But instead of recoiling 

from the darkness, let’s rejoice in the opportunity 

just around the corner – the holiday 

purchasing season is soon to be in full swing. 

For those of us who have felt the pinch 

of 2009’s under-performing economy, now 

is the time to – take a deep breath – reflect, 

assess, plan and take action – and…exhale. 

REFLECT – What financial goals have 

you set for your business in 2009? Have you 

met them? How can you modify your business 

plan to finish the year strong? 

ASSESS – How many products do you 

have sitting on the shelf collecting dust from 

one month ago? Two months ago? The 

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beginning of the year? Is your salon team 

making product recommendations to each 

and every client? Do they have the product 

knowledge to make the sale? What can you do 

to make recommending second nature? 

PLAN – How can you capitalize on the 

spirit of the gift-giving season? Where does 

your product line fit into the market? How 

can you capture the attention of savvy holiday 

shoppers? 

TAKE ACTION 

– The first step to 

creating any action plan 

is research. Today’s 

beauty professionals 

understand the world of 

beauty retailing is a vast 

landscape full of twists 

and turns, dead ends, 

and road blocks (for us 

beauty professionals, those road blocks take 

the shape of a multitude of mass retailers luring 

the attention of strapped consumers with 

shiny product displays and promises of deep 

discounts.) But we aren’t giving up that easy. 

The beauty industry recently got a 

boost for retail morale this past July when 

the Professional Beauty Association (PBA) 

released its consumer research report, the 

Business of Beauty: Maximize Your Profitability. 

This holiday season is the perfect time to start 

utilizing some of its findings to create your 

action plan. 

Business of Beauty looks at beauty retailing 

from a number of different perspectives 

– from stylists and consumers to the industry’s 

major competition. 

Perhaps the most surprising information 

coming from the report for this holiday 

season – the optimal time to start rethinking 

your retail strategy to capture the attention 

of the droves of consumers who will soon 

be hitting the salons to prepare for holiday 

parties – is that 71 percent of salon clients 

weren’t given a product recommendation 

on their last visit. Further, a staggering 83 

percent of customers never or rarely buy 

products from salons but 44 percent say they 

would purchase products if a recommendation 

was given – what a missed opportunity. 

While the report outlines “Eight Steps to 

Retail Success,” created from a multitude of 

interviews with some of the industry’s highest-earning 

best-practice salons, salon owners 

and managers searching 

for new strategies 

to enhance retail for 

this holiday season 

may want to focus 

on three of the eight 

steps: Recommending, 

Creative Promotions 

and Education and 

Training. 

Get your salon 

team engaged in the selling process by holding 

interactive training sessions on your latest 

and greatest products. Not only will it arm 

them with selling points on the products 

you carry, it will help boost team morale and 

strengthen your in-house camaraderie. Then, 

use those holiday gift packs and promotions 

to your advantage by encouraging stylists to 

not only make product recommendations, 

but also to make GIFT recommendations. 

Don’t stand back and watch while 

consumers stock up on products from mass 

retailers. Be part of the movement toward 

increasing consumer awareness of the advantages 

of buying products from the professionals 

they know and trust. 

To learn more about the Business of Beauty: 

Maximize Your Profitability report, visit www. 

probeauty.org/research. 

83 percent of customers never 

or rarely buy products from 

salons but 44 percent say they 

would purchase products if a 

recommendation was given. 

Steve Sleeper is the Executive Director of the Professional Beauty Association 

(PBA), which is made up of salons and spas, distributors and manufacturers 

dedicated to improving their individual businesses and the industry as a 

whole. For information, visit www.probeauty.org or call 1-800-468-2274. 



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Build Your Business Online... continued from page 7 

online, clients can see their availability and 

book an appointment right then and there. 

No phone tag, no missed bookings. After each 

client books online, salons can have the bookings 

sent to them in an e-mail or put them on 

their websites, if they have one. Plus there are 

e-mail alerts to remind clients of upcoming 

appointments. Some of the best tools are free, 

so there’s no risk in trying them out. You can 

find one such service at Genbook.com. 

Step 3: Talk About Yourself. There are 

hundreds of websites specializing in topics 

of new styles, treatments, and salon business 

practices; many clients and stylists visit them 

frequently. Whether it is an advice page or a 

forum discussion, there are many places where 

you can leave comments and join in a discussion. 

Use the space at the end of an article or 

blog to make a response that is relevant to the 

topic and reference your salon. A few good 

sites for this purpose are About.com, Yahoo. 

com and Answers.com. 

It can be that simple. Even if your salon 

tries just one or two of these techniques, you 

can find your businesses attracting more attention 

than ever before. And with each of these 

techniques being free and not requiring even a 

website, there’s every reason to give it a try. 

14 | OCTOBER 2009 | TEXAS STYLIST & SALON

Top Ten Violations 

This tables reflect the most common violations our inspectors find in shops and salons. 

TDLR is publishing this list to enable you to review how you can prepare for inspections 

and keep your shop or salon safe, clean, and operating within the rules. 

If you have a question concerning the Laws and Rules please contact us at 1-800-803- 

9202 or email CS.Barbers@license.state.tx.us or CS.Cosmetologists@license.state.tx.us. 

COSMETOLOGY — SEPTEMBER 2009 BARBERING — SEPTEMBER 2009 

Sanitation Rules are Good for Everyone 

As a licensed barber or cosmetologist you 

are aware of the importance of the cleanliness 

of the tools, brushes and shears you use on 

a daily basis; as a student you received hours 

and hours of sanitation instruction in school. 

Texas cosmetologists are required to take two 

hours of sanitation continuing education when 

they renew their license every year and Texas 

barbers are reminded of the sanitation requirements 

every time they review their Barbering 

Rules or have their shop inspection by Texas 

Department of Licensing and Regulation 

(TDLR) inspectors. 

Rules for keeping the tools of your trade 

clean are as easy as 1, 2, 3, 4. 

1. Multi-use implements and equipment 

must be cleaned and disinfected before you 

use them on a client. 

2. TDLR approved disinfectants must be 

prepared fresh daily or even more often if 

the solution becomes diluted or dirty during 

the day. 

3. Metal implements must be sterilized by 

FDA listed autoclave or a dry heat or ultraviolet 

sterilizer. 

4. Clean and disinfected tools and materials 

should be stored in a clean, dry, debris-free 

location. Don’t place dirty tools, hair/nail clippings 

or non-grooming items with the clean 

Barber — Shear Numbers 

Barbers.........................................13,021 

Barber manicurists............................392 

Barber technicians..............................19 

Barber hair braiding specialist............78 

Barber hair weaving specialist..............1 

Barber shops..................................5,018 

Mobile barber shop..............................1 

Barber manicure shops.....................115 

Barber hair braiding shops...................3 

Barber hair weaving shops...................3 

and disinfected implements. 

“Five of the top ten cosmetology violations 

and three of the top ten barbering violations 

concern sanitation issues” states Elizabeth 

Perez, TDLR Cosmetology Program Manager. 

“Keeping tools, brushes, clippers and scissors 

clean, disinfected and stored properly protects 

you and your clients from disease or infection. 

And, it’s a Health and Safety rule.” 

“Multi-use implements can be cleaned, 

disinfected and reused but single-use tools 

should be thrown away after use on a client. 

Items like tissues, cotton balls, gauze, 

orangewood sticks and some buffer blocks 

are intended for one-time use and should be 

disposed of properly after using it,” continues 

Perez. 

Cleanliness, according to John Wesleyan 

18 th century clergyman, is a highly regarded 

virtue but for Texas barbers and cosmetologists 

it is a Texas Rule. If you have a question 

concerning a sanitation rule, or any industry 

related question, the Department encourages 

you to call TDLR’s customer service 

at 1-800-803-9202 or send your question in 

an email at CS.Barbers@license.state.tx.us 

or CS.Cosmetologists@license.state.tx.us. 

Together we can eliminate sanitation violations 

from the top ten violation list! 

Dual shop/salon..............................662* 

Barber instructors.............................151 

Students.........................................2,062 

Schools................................................38 

Class A Barber booth rentals.........3,888 

Barber manicure booth rentals..........73 

Barber technician booth rental............1 

Barber hair braiding booth rentals.......5 

Barber hair weaving booth rentals.......1 

1. NO LAWS AND RULES BOOK – 16 Texas Admin. 

Code Ch. 83.71(a) Each establishment must have a 

copy of the current laws and rules book. Order online 

at: http://www.license.state.tx.us/cosmet/cosmetforms.htm 

2. ESTABLISHMENT NOT CLEAN OR IN GOOD RE- 

PAIR – 16 Texas Admn Code Ch. 83.114(a) Salons must 

be kept clean and in good repair. 

3. NO BOOTH RENTAL LICENSE – Texas Occupations 

Code Ch 1602.306 (a) Apply for a Booth Rental License. 

Applications and requirements online at http://www. 

license.state.tx.us/cosmet/cosmetforms.htm 

4. SALON EMPLOYING AN UNLICENSED INDI- 

VIDUAL – Texas Occupations Code Ch. 1602.403(c) 

A person holding a beauty shop license may not 

employ a person as an operator unless the person 

holds a license 

5. FAILURE TO KEEP A RECORD OF THE DATE AND 

TIME OF EACH DAILY OR BI-WEEKLY WHIRLPOOL 

FOOTSPA CLEANING-16 Texas Admin. Code 83.108 (e) 

Forms available online at: http://www.license.state. 

tx.us/ cosmet/cosmetforms.htm 

6. NO PHOTOGRAPH ON LICENSE- 16 Texas Admin. 

Code Ch. 83.70(f) A current photograph of the 

licensee, approximately 1 ½ by 1 ½ inches must be 

attached to the font of the license, certificate or 

permit. 

7. CLEAN AND DISINFECTED ITEMS STORED IM- 

PROPERLY- 1 Texas Admin Code Ch.83.102(f) All clean 

and disinfected implements should be stored in a 

clean, dry, debris-free environment when not in use. 

8. UNSANITARY SHAMPOO BOWLS AND STRAIN- 

ER – 16 Texas Admin. Code Ch. 83.102 (g) Clean and 

disinfect shampoo bowls and strainer before use on 

each client. 

9. UNLICENSED INDIVIDUAL LICENSE– Texas Occupations 

Code Ch. 1602.251 (a) If eligible, apply for a 

license. Licensing forms and requirements can also 

be found at: http://www.license.state.tx.us/cosmet/ 

cosmetforms.htm 

10. DIRTY WAX POTS – Texas Admin. Code Ch. 

83.105(d) Wax pots must be cleaned and disinfected 

in accordance with manufacturer’s recommendations. 

No applicators shall be left standing in the 

wax at any time. 

Cosmetology — Shear Numbers 

Operators...................................106,070 

Manicurists..................................32,452 

Facial specialists...........................13,317 

Hair Weavers.....................................184 

Hair Braiders....................................713 

Shampoo specialists..........................152 

Wig specialists.....................................19 

Shampoo apprentices..................11,694 

Operator instructors......................4,066 

Manicure instructors..........................44 

Facial instructors.................................89 

1. FAILURE TO DISPLAY LICENSE/NO PHOTO 

ON LICENSE – Texas Occupations Code Ch. 

1601.451. Display license with photograph 

attached in a conspicuous place adjacent to or 

near the work chair. 

2. POSTINGS – Texas Occupations Code Ch. 

1601.451, 1601.452 & 16 Texas Admin. Code Ch. 

82.71 (k) — No complaint sign. Photograph not attached 

to license. No Barber Health & Safety Rules. 

Inspection reports not posted in public view. 

3. NO OR CONTAMINATED WET SANITIZER 

– 16 Texas Admin. Code Ch. 82.102(a)(3). Disinfection 

solution prepared fresh daily or more often 

if solution becomes diluted or soiled. 

4. UNLICENSED INDIVIDUAL – Texas Occupations 

Code Ch. 1601. 251 (a) If eligible, apply for a 

license. Contact customer service at: CSBarbers@license.state.tx.us. 

Licensing forms and requirements 

can also be found at: http://license. 

state.tx.us/barbers/barberforms.htm 

5. Employing Expired or Unlicensed Individual 

– 16 Texas Admin. Code Ch. 82.71(a). The 

owner or manager of a barbershop shall insure 

that all persons who work in a barbershop are 

properly licensed at all times. 

6. Unlicensed Shop – Texas Occupations Code 

Ch. 1601.301(a) Apply for a Shop Permit. Renew 

if still eligible. Keep address current with TDLR; 

renewals are mailed to the last address on file. 

Renew online at: www.license.state.tx.us/barbers/barberforms.htm. 

7. NO BOOTH RENTAL LICENSE – 16 Texas 

Admin. Code Ch. 82.22 (a) & (d) Apply for Booth 

Rental license. Application online at: www. 

license.state.tx.us/barbers/barberforms.htm 

8. DIRTY AND CLEAN IMPLEMENTS STORED 

TOGETHER– 16 Texas Admin. Code Ch. 82.102(f). 

Dirty implements should be stored separate 

from the clean implements 

9. FAILURE TO DISINFECT ELECTRIC CLIPPERS 

– 16 Texas Admin. Code Ch 82.102(e). Electrical 

equipment must be wiped clean and disinfected 

prior to each use on a client. 

10. INDIVIDUAL PRACTICING IN AN UNLI- 

CENSED FACILITY – Texas Occupations Code Ch. 

1601.453. A person licensed by the Department 

may practice barbering only at a location for 

which the Department has issued a barbershop, 

specialty shop, or barber school permit. 

Wig instructors......................................3 

Students.......................................21,291 

Schools..............................................389 

Salons...........................................20,628 

Manicure salons.............................1,256 

Facial salons......................................580 

Facial/manicure salons...................3,850 

Hair braiding/weaving salons...........146 

Wig salons...........................................37 

Dual shop/salon..............................662* 

Independent contractors.............41,445 


LEASE OFFERS 

 

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16 | OCTOBER 2009 | TEXAS STYLIST & SALON

Tech Talk — Choosing the 

Right Salon Software System 

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By Tiffany Neumann 

The thought of computerized technology, 

advanced hardware systems and state-of-theart 

software may be overwhelming to some 

salon professionals. 

There are some things they don’t teach 

you at cosmetology school. This could be the 

reason so few salons are computerized today. 

The basic challenge may simply be the fear of 

the unknown. 

No matter what the case, it is important 

to realize that without technology, our salon 

and spa businesses will not be able to effectively 

compete in today’s economy which 

means they will not grow. 

Have no fear. It is time to introduce you 

into the specialized world of salon technology. 

Some salons and day spa owners may 

wonder how computer software technology 

will help them become more successful. 

The fact is computer technology can save a 

tremendous amount of time, while running 

more efficient business operations. 

Having a customized software system 

benefits everyone involved, from the owner 

to the receptionist – your entire team. Software 

features such as payroll, commission, 

hourly wages and tax deductions are designed 

to benefit you as owners and managers. The 

old days of manually punching numbers into 

a calculator is over. There is no need to redo 

or recheck inventory numbers or financial 

statements. These special features help owners 

with tax deductions while calculating 

the employee’s hourly wage and overtime 

payments. With salon software programs, the 

computer does all the calculations and will 

save time, plus have higher accuracy. 

“Salon employees also have special 

features to help them become more efficient 

during their work day, by using one of the 

most effective computerized systems,” noted 

Mark Jackson, president of Salon Iris software 

systems. “For example, when the telephone 

rings with an appointment; then it rings to 

cancel an appointment and then it rings again 

to reschedule or check for availability, the 

telephone doesn’t stop ringing. That could 

be a good thing, but with online appointment 

booking, your clients have the ability to conveniently 

schedule or change appointments 

on their own time, 24 hours a day, 7 days a 

week, which makes them happy.” 

Jackson goes on to mention how much 

valuable time this saves for your front desk 

staff. With wait list features, once an opening 

becomes available in your appointment 

book, the salon owner will quickly be notified 

of the clients who can fill these open 

spots. Thus, there are fewer chances for 

empty appointment books when you receive 

cancellations. With the proper computerized 

marketing tools, you can easily promote new 

services, new staff and appointment openings 

via the internet. 

Research and development for these 

computer programs vary by each software 

company. A key objective is to find a software 

company that focuses on the importance of 

supporting you with ongoing system updates, 

staff training and ongoing educational support. 

“The best situation is to find a software 

company that bases their updates on salon 

users’ requests,” Chris Jackson, co-owner 

of CMJ Designs said. “We follow our salon 

owner’s suggestions with feedback and leads 

from their daily needs. Our team carefully reviews 

each special request that we receive and 

work together to gear the next versions of our 

software updates to fit these exact requests 

and special needs. We work to maintain a 

close relationship with our salon and spa 

owners as well as their staffs. Since all of our 

company employees are in-house, we are able 

to move quickly and efficiently.” 

Start-up and ongoing education is very 

important with today’s state-of-the-art 

salon and spa software systems. Without an 

extensive education program that consists of 

telephone support with webinars, email blasts 

and on-site visits, the full benefits of their 

program may not be understood. Many salon 

and spa software systems offer a beginning 

training and education program, yet for your 

benefit, look for one that has a continuous 

educational and technical support system. As 

new updates and features arise, more help 

and education will be needed. 

Many salon and spa software programs 

offer free trials. It is best to try a few different 

options. One salon computer system may 

work better for you than the other. Look for 

convenient introductory trial software that 

is available to you online or by a mailed CD. 

Also, a select few trials are the actual full version 

of the original product, only limiting the 

amount of clients that can be stored by you. 

Those trials are the most useful, because you 

will receive the full package. 

Today there are many software systems 

to choose from. Watch the advertisements in 

your trade magazines, visit with these software 

companies at spa trade shows and ask 

your associates for their recommendations. 

For more information, call 888-803-4747, email Sales@CMJDesigns.com or 

visit their website at www.SalonIris.com. 




Your Website Is Your Best PR 

by Bruce Rigney 

Reprinted in part from www.beautyprpro.com 

Part I of II — About Your Home Page 

The process of web concept, design and 

creation is a critical piece of the public relations 

and marketing mix today. It’s no longer 

adequate for a website to be simply a beautiful 

on-line brochure and/or catalog. 

Websites must be convenient, fast, and 

easy-to-navigate for client interaction and 

impression. It’s your client’s first impression experience 

with your business, and it begins the 

second they enter your URL (Sure…I don’t 

mind waiting 30 seconds while your splash 

page loads…yeah, right). 

First Impressions 

It should go without saying that in the 

beauty industry, aesthetic appearance is the 

first step in the creation of a positive relationship 

… Looks do count … of course it has to 

be a beautiful design but … 

Does your website load quickly? If your 

visitor has to wait at all, you risk an immediate 

bail-out before your site fully loads on the 

screen. While dazzling animated graphics may 

be cool, to most website visitors, watching 

your flash loading graphic isn’t what they 

want. Gimme the page! 

Given your visitor has not bounced off 

your homepage due to slow downloads, 

what’s next? The company name and what it 

provides in the way of products or services. 

The visitor needs to see brand image, probably 

a logo and/or some other image which 

can be immediately associated with the product 

or service. 

Put things where people normally look 

for them. Don’t make us guess and hunt. Design 

creativity does NOT trump ease of use. 

You’ll lose them. Don’t make me scan all over 

the entire homepage to locate the primary or 

secondary navigation. Following conventions 

enables the visitor to navigate swiftly in the 

environment of the site. 

Stop With the Scrolling 

Visitors don’t like to scroll. They like to 

click. Your clients want the essential data to 

make a decision about you, your salon, or 

your products. They want quick, concise 

Obvious navigation options are presented 

on the www.itechproducts.com site. 


statements which appeal to their needs and 

wants. And they don’t want to scroll down 

pages containing lengthy descriptions of the 

product or company. You need to attract attention, 

create interest and deliver your message 

quickly to hold them on the site so they 

can be directed to contact you or purchase 

your product. 

If you have a list of benefits to appeal to 

your visitor, don’t bury them in a lengthy 

paragraph of rambling text. If you have a list 

of benefits, make a list. Break out lines of 

text into bullet points with the most attractive 

benefits at the top. Don’t make the list so 

lengthy that the visitor has to slow the search 

by scrolling. 

Now that you’ve got them interested, you 

want to guide them continue through the site 

to the point where they are ready to contact 

you or purchase your product. This is initially 

accomplished through navigation bars or 

attractive feature boxes on the homepage that 

link the visitor to their areas of interest. 

For a good example of a short and to the 

point homepage visit www.lanadil.com 

Short and to the Point 

A web page is not a blog … term paper 

… or essay, graded on how many words you 

can string together to make a short story long. 

You drive away visitors and stifle interest with 

long-winded company missions, credentials, 

product descriptions, and lengthy news stories 

about the company or product. 

Too many websites look like an information 

source, advertisement, and brochure 

wrapped up in a video game. Your visitor 

wants information, and they want it NOW. 

When you write for a web page, think “short 

attention span.” As with any advertising 

medium, you have 1/4 second to get their 

attention. 

Part two next month picks up with “Where 

to From Here” … how to guide your visitor 

from the home page to where you can satisfy 

their needs and your website’s objectives. 

This article is edited from the three part series on www.beautyprpro.com, 

a PR blog written regularly by Sharon Esche and Alexander Irving of Esche 

& Alexander Public Relations for salon and spa professionals. The website 

series was originally guest posted by Bruce Rigney, owner of Rigney Graphics, 

a marketing communications and web design firm headquartered in 

Pasadena, CA. Their website is www.rigneygraphics.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: Iorio Beauty Salon Forecast, New Castle, PA 1-888-445-9050 

11-12: Mid-American Beauty Classic, Columbus, OH 

www.premiereshows.com 

11: Central Coast Hair Design & Beauty Expo, Santa Cruz, www. 

cocoanutgrovesantacruz.com/hairshow 

11-12: Passion Intl Stylebooks 2009 Photography Competition 

- Passion Family Stylebooks, Chicago, IL (703)359-6000 ext. 22 

11-12: Professional Beauty Manchester, www.professionalbeauty.co.uk/manchester 

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, St. Paul, MN 

www.heartlandbeautyexpo.com 

25: I.E.C.A. presents Haute Hair Competitions & Runway Presentations, 

Northern Quest Casino, Airway Heights, WA (509)838-8242 

www.iecaspokane.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 

25-26: Strategies presents High-Performance Front Desk Training, 

Centerbrook, CT www.strategies.com 

25-27: Goldwell Trend Zoom, Las Vegas goldwell-northamerica.com 

OCTOBER 2009 

3-4: Westmore Academy of Cosmetic Arts presents Character 

Teeth & Halloween Face Painting, Burbank, CA 1-877-978-6673 

4: SO.CAP.USA Hair Extensions presents Certification Class, 

Arlington, TX 1-888-460-3031 www.socapusa.com 

4: Novalash Eyelash Extension Class, Wichita, TX 1-866-430- 

1261 or (713)520-5848 

5: SO.CAP. USA Hair Extensions presents Skill Enhancement 

Class, Arlington, TX 1-888-460-3031 www.socapusa.com 

5: Skin Logic Training Center presents Dermaplaning / Epidermal 

Leveling, Austin, TX (512)944-9780, shawn9780@gmail.com 

5: Novalash Eyelash Extension Class, Austin, TX 1-866-430- 

1261 or (713)520-5848 

5: Skin for Life presents Aesthetic Boot Camp, Wichita Falls, TX 

1-866-312-SKIN www.skinforlife.com 

5-9: Westmore Academy of Cosmetic Arts presents SFX: Blood, 

Cuts & Bruises, Burbank, CA 1-877-978-6673 

6: Skin for Life presents Beyond the Basics, Wichita Falls, TX 


6: Skin Logic Training Center presents Dermaplaning / Epidermal 

Leveling, Austin, TX (512)944-9780, shawn9780@gmail.com 

6: Novalash Eyelash Extension Class, Houston, TX 1-866-430- 

1261 or (713)520-5848 

8: Novalash Eyelash Extension Class, El Paso, TX 1-866-430- 

1261 or (713)520-5848 

10-11: Westmore Academy of Cosmetic Arts presents Bald Caps, 

Burbank, CA 1-877-978-6673 

11: Adrian The Dream Weaver presents Hair Extension Certification 

Course, Dallas, TX (972)387-5677 www.HairExtension.com 


Longview, TX 1-888-460-3031 www.socapusa.com 

12: SO.CAP. USA & MyLan Beauty Enterprises present An 

Extensive Evening Course with Manny Villarreal, Arlington, TX 1-888- 

460-3031 www.MyLanBeauty.com 

12: Skin for Life presents Equipment Trends in Aesthetics, Wichita 

Falls, TX 1-866-312-SKIN www.skinforlife.com 

12: G.G.O. Beauty School presents Sanitation, State Law, HIV, 

Mesquite, TX (972)285-5043 www.ggobeautyschool.com 



12-11/6: Westmore Academy of Cosmetic Arts presents Hairstyling 

for Print, T.V. & Motion Pictures, Burbank, CA 1-877-978-6673 

25-27: Strategies Business Series 4.0 - Session 1 of 4, Centerbrook, 

CT www.strategies.com 

November 2009 

1-2: San Juan Beauty Show 2009, San Juan, Puerto Rico, 

www.sanjuanbeautyshow.net 

1-3: Cash Flow Camp, Wash., DC www.inspiringchampions.com 

2: Rise - Maly’s Business Forum, San Francisco, CA www.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 

8-9: Passion Intl Stylebooks 2009 Photography Competition - Passion 

Family Stylebooks, Washington, DC (703)359-6000 ext. 22 

8-10: Strategies presents Success for Today’s Salon/Spa Manager 

, Centerbrook, CT www.strategies.com 

8-11: Strategies Incubator, Centerbrook, CT www.strategies.com 

13-17: AACS Convention, Phoenix, AZ www.beautyschools.org 

15: NailPro Sacramento, 888.491.8265 www.nailpro.com 

16: NailPro Institute. 888.491.8265 www.nailpro.com 

15-17: Strategies presents No-Compromise Leadership, Centerbrook, 

CT www.strategies.com 

 

15-17: Champ Camp, San Diego www.inspiringchampions.com 

January 2010 

10-17: Supernatural Salon Cruises, Southern Caribbean, 800- 

676-5264 www.SalonCruises.com 

30-2/1: International Salon and Spa Expo, Long Beach, CA 800- 

468-2274 www.probeauty.org/isse 

February 2010 

20-21: Spa & Resort Expo and Conference, Los Angeles, CA 

www.spaandresortexpo.com www.medaestheticsconference.com 

 

28-3/1: ABA Canada - Toronto, Canada www.abacanada.com 

March 2010 

7-9: IBS NewYork, New York www.ibsnewyork.com 

7-9: International Esthetics, Cosmetics and Spa Conference IESCS 

New York, www.iecsc.com 

7-9: Professional Beauty London, www.professionalbeauty. 

co.uk/london 

13: Skin for Life presents LED Light Therapy, Wichita Falls, TX 


13: Skin Logic Training Center presents Microdermabrasion 

Certification, Austin, TX (512)944-9780, shawn9780@gmail.com 


Arlington, TX 1-888-460-3031 www.socapusa.com 

19: Armstrong McCall presents Diamonds Cosmetology Sanitation, 

Law & Regulation (903)891-1069 or www.diamondscosmetology.com 





19: Skin Logic Training Center presents Microcurrent Non- Surgical 

Face Lift, Austin, TX (512)944-9780, shawn9780@gmail.com 

19: Skin for Life presents Microcurrent Analysis, Wichita Falls, TX 


19: KM Impressions presents Certified Airbrush Makeup Training, 

San Antonio, TX (210)655-4624 www.kmimpressions.com 

20: Skin for Life presents Microdermabrasion Fundamentals, 

Wichita Falls, TX 1-866-312-SKIN www.skinforlife.com 

24-25: Westmore Academy of Cosmetic Arts presents Airbrush, 

Burbank, CA 1-877-978-6673 

25: Adrian The Dream Weaver presents Hair Extension Certification 

Course, Dallas, TX (972)387-5677 www.HairExtension.com 

25: Novalash Eyelash Extension Class, Dallas, TX 1-866-430- 

1261 or (713)520-5848 

25-26: SO.CAP. USA & MyLan Beauty Enterprises present An 

Extensive Evening Course with Manny Villarreal @ the Texas Beauty 

Show! 1-888-460-3031 www.MyLanBeauty.com 

25-26: Cinderella Hair 2-Day Seminar, San Antonio, TX www. 

cinderellahair.com 800-332-9246 

26: Skin Logic Training Center presents Advanced Peels, Austin, 

TX (512)944-9780, shawn9780@gmail.com 



26 Novalash Eyelash Extension Class, Dallas, TX 1-866-430- 

1261 or (713)520-5848 

26: Skin for Life presents SFL Peel Training and Product Knowledge, 

Wichita Falls, TX 1-866-312-SKIN www.skinforlife.com 

27: Skin for Life presents Vascular Removal, Wichita Falls, TX 


28-Dec.30: SPAWHO.COM, Inc. presents Top Gun Front Desk 

Training - Online Webinar Course www.spawho.com, click training

WHAT’S NEW IN THE MARKET 

1. Perfect Straightening for Any Type of Hair 

Monroe Brush has taken the best performance elements of their most famed brushes and blended 

them together in the latest innovation to control and straighten any type of hair with the Monroe 

Bravado. 

Utilizing Monroe’s hourglass shaped barrel for even control of the roots, the Monroe Bravado 

creates perfect tension across the bristling area, providing perfect styling that mimics the shape of the 

head. Perfect tension in the bristling area creates a perfectly straight finish in any type of hair. 

The first cut boar bristles provides shine and closes the cuticle of the hair. Boar bristles mixed 

with nylon and a thermal quill offer the extra hold needed for perfect straightening of any type of hair, 

especially very curly hair. 

The extra lightweight wood handle with foam for comfort alleviates the signs of Carpal Tunnel 

Syndrome. For more information call 877-278-7401 or visit monroebrush.com 

2. HBL — Innovative Brand for Health • Beauty • Life 

More than just another beauty product, HBL encompasses mind, body and senses to create a completely 

new experience of Health • Beauty • Life. The HBL line consists of 12 premium products that 

offer cleansing, conditioning and styling solutions for every hair type. 

All HBL products are pH balanced and stable to mimic the body’s natural balance and are specifically 

formulated using the highest quality ingredients to offer healthier results for all hair types. Without 

the use of harsh sulfates and free from parabens, MEA’s, DEA’s, TEA’s, most PEG’s, Hydrogenated 

Oils, magnesium sulfate, Isopropyl Alcohol, Glycols, petroleum and sodium hydroxide, HBL is gentle 

on hair and skin, while providing uncompromised performance. 

HBL is the brainchild of Patrick Dockry, President of USP, and co-founder of ENJOY hair care. 

For more information on HBL, please visit www.hblhaircare.com. 

3. Get Organized in 2010 

Melissa’s Salon Concepts introduces the ultimate dated salon organizer for acquiring a complete 

week of records. 

The attractively designed calendar / organizer compiles a complete set of records from appointments, 

weekly-monthly-yearly scheduling, and income and expense recap sheets. The future appointment 

scheduling, trade show schedules, and special date and calls section makes planning and organizing 

easier with a special section for website and email registry. 

Used and approved by nail techs, stylists, salon owners, skincare specialists, educators, manufacturer’s 

representatives and beauty schools, the Melissa’s Salon Organizer provides the professional 

approach to dated organizers. 

For more information visit www.MelissaMSC.com or call 1-800-445-2020. 

4. Multicultural Approach for Caring for Hair 

Twisted Sista has a unique edge, spanning the diverse and eclectic mix of ethnic products. Whether 

black or white, Asian or Hispanic, Twisted Sista’s multicultural approach for caring for hair is an appealing 

concept that is establishing it as one of the most recognized cutting edge hair brands. 

The success of the brand is due to staying true to its core proposition: illuminating frizz from both 

curly and straight hair. The products are especially formulated to guard against the stresses and strains 

of modern living featuring a UV filter, plant protein and antioxidants to fight damaging free radicals. 

Other ingredients include shine enhancers and conditioning agents to protect hair from the elements 

while improving condition and manageability. 

Twisted Sista product line consists of De-Frizz Shampoo and Conditioner, Thirsty Hair Shampoo 

and Conditioner, Curl Activator, 30 Second Curl Spray, Different Strokes Serum and Relaxing 

Straightening Crème. For more information contact Stephen Durham at (949) 370-5081 or email 

stephen@urbantherapylondon.com. 

5. Powerful Compact Clipper Has Ceramic Blade 

Andis Company’s new RAX clipper combines a powerful, maintenance free rotary motor with an 

adjustable ceramic blade to deliver a consistent performance all day, every day. The clipper is compact 

and comfortable to hold, with a sleek black housing made of no-slip, soft grip material, designed to 

reduce hand fatigue. 

Andis’ CeramicEdge Blades, patent pending, are equipped with a certified zirconium oxide ceramic 

cutter. Using this new ceramic material for the upper blade keeps the blade up to 75% cooler than conventional 

steel cutters. The patented design of the CeramicEdge blades incorporates break resistance, so 

the blades are less likely to be damaged if dropped while they’re being changed. 

Designed to last for years, the RAX clipper is maintenance free and requires no oil or greasing of 

internal parts. To find a distributor, call 800-558-9441 or visit www.andis.com. 

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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. 


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october 2009 - Stylist and Salon Newspapers

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