February - Stylist and Salon Newspapers

California Stylist & Salon
Volume XIV, Number 9, Issue 165
February 2010
Published monthly by
Holland Graphics, Inc.
1750 SW Skyline Blvd., Suite 24
Portland OR 97221
Toll-free (888) 297-7010
or (503) 297-7010
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E-mail: editor@californiastylist.com
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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, Vicki Peters,
Charlene Abretske, Neil Ducoff,
Elizabeth Kraus, Marco Pelusi,
Gerard McAvey
California Board of Barbering
and Cosmetology
Kristy Underwood, Executive Officer
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| FEBRUARY 2010 | CALIFORNIA STYLIST & SALON

(1-877-557-8722).
NEW

In this issue...
5
7
10
Beauty Business Buzz
If you are trying to build or grow,
video gives the unique opportunity
to your prospective clients
of actually feeling like they are
already part of your business.
Three Months of
Marketing
When it comes to social media
marketing, one of the keys to a
successful strategy lies in the first
word: Social. it’s easy to become
addicted to the real conversations
that are occurring every day on
the “virtual” world.
The Mane Objective
Marco Pelusi provides some immediate
action steps for you to
leverage social media and online
tools to build your business
Beauty Business Buzz . . . . . . . . . 5
Social Networking . . . . . . . . . . . 6
Three Months of Marketing . . . . . 7
Preece & Toff Salon . . . . . . . . . . 8
Esthetic Endeavors . . . . . . . . . . 9
The Mane Objective. . . . . . . . . .10
The Nail Extension . . . . . . . . . . .12
Blue Highways . . . . . . . . . . . . .13
California Board News . . . . . . . .14
Classifieds . . . . . . . . . . . . . .15-17
Better Business . . . . . . . . . . . . .18
Calendar . . . . . . . . . . . . . . . . .18
What’s New in the Market . . . . . .19
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Social Networking: the New Marketing Tool
From the Editor
Lisa Kind
Is social networking the new marketing
tool of this century?
We asked some of our friends on Facebook
(yes, even Stylist Newspapers has a page on
Facebook) to make some suggestions on how
social networking can bring in new customers
while keeping current clients informed.
Sheila writes... “I like to keep my posts
positive and upbeat like, ‘I’m having the time
of my life with my customers at the salon’.
Also, I advertise daily specials on my page that
target stay-at-home moms, or specific local
business employees. It really works!”
Darryl says... “You have to be truthful,
and disclose everything. No one on Twitter
wants to hear that you are sleepy or that you
are sick. When you do Tweet, it should be for
a purpose.”
So how can you benefit from the new
world of online social networking? Read what
Gerard McAvey shares on page 6, the things
you should know about social networking
to maximize your interaction from student
to teacher, or technician to client. Don’t underestimate
how far reaching and the diverse
opportunity social networking provides.
On page 7, Elizabeth Kraus emphasizes
that the key to social networking lies in the
word “social”. Using this media as a way to
further increase your web presence and letting
your clients and potential clients know more
about you will create opportunity for word-ofmouth
marketing (always the most important
type of marketing) without being overt with
your message.
Salon owner, Marco Pelusi believes using
social media for marketing is way beyond a
necessity anymore. On page 10, he provides
some immediate action steps to leverage social
media and online tools to build your business.
Have you heard of YouTube? Video is going
viral these days. If you are trying to build
or grow your business, video gives the unique
opportunity for prospective clients to feel they
are already part of your business. On page 5,
Charlene Abretske suggests you use your video
camera, get creative, post your video and you
will find you not only excite your team you
also propel your business upward.
Social media gives you access to clients
for little or no cost. Take advantage of these
opportunities, but don’t replace your other
marketing methods just yet. Use social networking
as a way to enhance your business.
And why you are out there, don’t forget
to become a fan of Stylist Newspapers on
Facebook. join in on the “social” conversation
at www.facebook.com/StylistNewspapers
Cover Contest to be Held Monthly
We used our social network to decide on
another issue and here’s the result: We asked
what readers thought of using local beauty
pro’s photo shot submissions for the covers
of Stylist Newspapers on a monthly basis. In
the past 20 years it has been our policy to use
manufacturer’s professional models.
The results were overwhelming in favor
of local beauty pros gracing the covers. Since
Stylist Newspapers is YOUR newspaper we decided
to give local beauty pros the opportunity
to submit artwork for our covers every month.
This will give our readers twelve times per
year to potentially see their work on our cover
instead of only once with our annual contest.
We will still choose the best photo submission
monthly, they have to be professional and
of the high quality you have come to expect,
however, we know many of you are superb at
accomplishing that. You can submit as many
as you want and anytime you get that perfect
shot. For more information on what we are
looking for, deadlines for each month and how
to submit, email lisa@stylistnewspapers.com
or check out www.stylistnewspapers.com.
Salon and Spa Sustainability Summit
America’s Beauty Show’s Third Annual Salon and Spa Sustainability Summit will be
held Saturday, March 27 during the three-day America’s Beauty Show, March 27-29, 2010 at
McCormick Place, Chicago, Illinois.
America’s Beauty Show was the first to introduce the concept of a Salon and Spa
Sustainability Summit at the 2008 event in Chicago. The Summit focuses on cutting-edge
theory and practice ideas for “going green” in your salon, spa and personal life.
“Sustainability is important to all of us,” said Frank Gironda, president of
Cosmetologists Chicago, “In the area of professional and personal well being and commitment
to the environment, America’s Beauty Show is proud to continue our commitment to
sustainability by bringing the Salon and Spa Sustainability Summit.”
A special keynote presentation from environmental philanthropist John Paul DeJoria of
John Paul Mitchell Systems, will kick-off the Summit on March 27. According to DeJoria,
the topic of his presentation is “Giving Back Is The New Black.”
For more information visit www.AmericasBeautyShow.com.
4 | FEBRUARY 010 | CALIFORNIA STYLIST & SALON

Venture Into Viral Video
Beauty
Business Buzz
Charlene Abretske
What possibly could Susan Boyle, the
recent protests in Iran and a wedding party
dancing down the aisle all have in common?
If you guessed they were watched by billions
of people worldwide on YouTube, you
are correct. What this could possibly have in
common with your salon -- a lot more than
you might think!
We are all looking for cost effective ways
to promote and educate our salons, right?
Why not use something completely free and
post the link to your Facebook, Twitter, blast
the link through e-mail, and embed into your
web pages?
Gone are the days when you had to have a
huge production budget to create a promotional
video or have to pay huge web development
fees to get it loaded to your website. It is easy,
can help your clients tremendously on a day-today
basis and it gives you instant access to:
• Promote special events
• Showcase individual talent
• Let your clients in on insider beauty tips
• Instruct clients on styling tips
• Recruit new team members
• Share product knowledge
You don’t need millions of viewers to
make an impact on your business. If you
are trying to build or grow, video gives the
unique opportunity to your prospective
clients of actually feeling like they are already
part of your business. New customers begin
experiencing your talent, expertise
and vibe long before they walk
through the door. In this cash
strapped economy you can offer
more value to your existing clients
by instructing them at their leisure
in a fun way. Think about it, there
are no other mass mediums for
your message that allow the client
to feel so immersed as video.
The viral nature of video and
YouTube allows you to begin
with a message to your clients,
your clients can pass it on to their
friends and they can pass it on to
their friends, and so on, and so
on. Originally what might have 50
views by your direct customers can be spread
on to hundreds and thousands of people in a
few short days. Using the power of video in
conjunction with your other tech endeavors
like Facebook, Yelp and Twitter can only
maximize the effect.
Remember you are in a visual field and
the power of the work you do is best appreciated
when it is actually seen. Imagine
when you do a makeover on a client and you
record the before and after. Pictures are great
to capture the moment, but how much more
gratifying is it to get a testimonial from the
client that is over the moon happy, you can
hear it in their voice, you can see it in their
smile, it creates loads of excitement which
becomes palpable and tangible to others who
A Few Facts about YouTube
• People are watching hundreds of millions of videos a day on
YouTube and uploading hundreds of thousands of videos daily.
In fact, every minute, 20 hours of video is uploaded to YouTube.
• User base is broad in age range, 18-55, evenly divided between
males and females, and spanning all geographies. 51 percent of
users go to YouTube weekly or more often, and 52 percent of
18-34 year-olds share videos often with friends and colleagues
• Can be used for video embedding: Users can insert a YouTube
video into Facebook and MySpace accounts, blogs, or other
websites where anyone can watch them.
• Can be used for public or private videos: Users can elect to
broadcast their videos publicly or share them privately with
friends and family upon upload. — YouTube factsheet
will want that same feeling on their visit.
I searched “how to style your hair”
on YouTube - there were 138,000 videos.
Topics range from: the perfect French twist,
blow-dry your bangs, to how to style your
Mohawk, and everything in-between. These
videos were created by stylists in their bathroom,
to top celebrity salons and world-wide
product companies. The number of hits were
staggering from the tens of thousands to the
millions, imagine what numbers like that can
translate to for your business?
Before you post your video consider:
• What will appeal to the type of clients you
currently have, they will be the ones hitting
it and spreading it to their friends who are
interested in your message.
• Be comfortable and have fun, the
entertainment value alone can set
you apart from other videos.
• Make sure your message is conveyed
the way you want it to be,
you can always reshoot!
• Watch several of the existing
popular video to get ideas and stay
original to the mission and values
of the salon.
Break out your video camera,
get creative, this may just the
thing to excite the team and
propel your business. As a stylist,
be ahead of the game, show your
flair, creativity and the fruits of
your education. As a business
owner increase your credibility and show you
take technology as seriously as your clients
do, actually be on the leading edge before
your competitors know it exists.
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
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CALIFORNIA STYLIST & SALON | FEBRUARY 2010 |

Learn Beauty Secrets from Top Makeup
Artists at the Makeup Show LA
The artistic energy of The Makeup Show meets in Los Angeles for its second west
coast appearance with The Makeup Show LA at downtown’s California Market Center, on
February 28 and March 1, 2010..
The only pro-focused event of its kind, The Makeup Show event brings together international
beauty professionals, brands, students, and beauty bloggers for two days where
insider-only tips are traded between the best in the business.
With built-in educational programs, attendees learn beauty secrets from top makeup
artists through keynote presentations, hands-on workshops, seminars and business forums,
examining beauty techniques and applications, skin tone and health, makeup products, tools
of the trade, and the business of the beauty industry.
The show presents the latest products, trends and techniques from editorial, runway,
and red carpet beauty, to airbrush secrets, FX, makeup for HD, to the perfect bride.
To learn how to be part of The Makeup Show visit www.themakeupshow.com or call
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Metropolitan Pavilion, May 16 and 17, 2010.
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Social Netwoking and the
Evolution of Marketing
by Gerard McAvey, Executive Marketing Manager, Milady
A social network is a group or community
of people getting together that share a common
interest. Individuals in the social network
of the beauty and wellness world are represented
in such a diverse manner including, but
not limited to, gender, ethnicity, and age.
According to a report in March of 2009,
almost 45 percent of existing Facebook users
are women between the ages of 26-44 and are
among the fastest growing demographic on
Facebook.
So how can you…the student, the teacher,
the school owner, the administrator, the technician,
the salon/spa owner benefit from this
new world of online social networking and
maximize your interaction?
STUDENTS – communicate with your
fellow classmates about questions, ideas, suggestions
you have from class and help each
other out; network with potential employers,
post your resume and showcase some of your
work via photos uploaded to your page.
TEACHERS – Use some of these sites
to remind existing students of homework
assignments that are due or exams coming up;
get your students involved and photograph the
contests and/or activities at your school and
show the world how good they really are.
SCHOOL OWNERS/
ADMINISTRATORS – share the strengths
of your school to post success stories, photos,
distinguishing factors in your program to market
to potential students. These types of sites
are also the perfect way to keep in touch with
your alumni and potentially communicate
advanced academy programs.
TECHNICIANS – This is a fantastic format
to build your networking and client base
by sharing your expertise with folks in your
area (as well as across the country) via social
networking sites. As these sites become more
prominent, you will start seeing State Boards
creating pages that you can access for information
on licensing, continuing education, etc.
SALON/SPA OWNERS – The possibilities
are endless for you to utilize these types
of tools. You can start a referral program and
utilize these types of sites for that sole purpose.
You can also build up your database of clients
and continually market new and special offers
and promotions to increase business and keep
tabs on those that come into your place of
business... making each and every one of them
feel a little special by having you, “just check in
with them.” (Note: School Owners can do the
same thing).
Please complete your due diligence when
venturing into the creation of any of these
sites; although I believe that the mere fact that
some of them have hundreds of millions of
users should be enough incentive to get you
moving on this. Facebook is the “giant elephant
in the room,” hence all the references;
however Twitter is right up there as a strong
contender to reach people and YouTube is a
perfect site to share videos and commercials
with the world.
Five Things to Know and Mention
about Social Networking
1) Don’t underestimate the reach
of information — When updating these
websites, either personal or professional ones,
please assume that everyone can see what you
post….good and bad. If you wouldn’t write it
on a postcard, then don’t write it on these sites.
2) The Diverse Opportunity — One
of the greatest things about social networking
is that it doesn’t discriminate because all you
need is an internet connection. Everyone has
access to so many different types of people
from all different walks of life. These sites
provide forums for not only reaching out to
people in your immediate community but it
gives the opportunity for that student living in
rural Wyoming to interact with the seasoned
technician based out of New York City…it’s
fantastic!
3) Be Courteous — A colleague of
mine put it best when she stated that social
networking is like going to a BBQ. Be friendly
with everyone, make introductions, don’t ask
personal questions right away, get to know one
another and build the relationship by routine
socializing.
4) Don’t place all your eggs in one
basket — Social networking can enhance your
school or business but it should be used to
“build on” other communication and marketing
methods, not replace them. To be honest,
it’s important to get your toes wet now because
before you know it, a 19 year old kid from
Georgia will have created an insanely creative
new website making Twitter out of date….it’s
how the evolution of technology works.
5) Keep your money in your wallet
— Basic use of any of these sites is completely
free. My suggestion to you would be to reach
out to one of your prize students or have one
of your more tech-savvy technicians help you
out. I’m betting that they can have you set
up with a beautiful looking site in a matter of
hours guaranteeing at some point that it will
lead to at least one new client for your business
or one student to your school. I don’t know
about you but I think it’s worth it.
Editor’s note: This article was edited due to
space constraints. To read the full version visit www.
milady.cengage.com/eNewsOct2009/featurearticle.asp
| FEBRUARY 2010 | CALIFORNIA STYLIST & SALON

Marketing with Social Media
Three Months
of Marketing
Elizabeth Kraus
Ding-dong! The doorbell rings while
you are making dinner and (reluctantly)
you answer, opening the door to a total
stranger who (you correctly assume) is
there to make a pitch.
Despite your repeated attempts to (politely)
say, “no, thank you,” the salesperson
(trained to overcome your objections with at
least 99 different scripts) continues to pressure,
cajole, flatter and otherwise annoy
you until you either give in and buy a little
something or send them away with a firm
rejection.
How do you feel afterward? Would you
answer the door to this stranger again or
pretend not to be home? Would you seek
out the company that trained them in order
to make additional purchases, thanking them
for preparing the salesperson not to take no for
an answer? Or would you craft a less complimentary
message for this company?
While, for the most part, traditional
marketing and advertising is comprised of
overt sales and brand messages and a call
to action, when it comes to social media
marketing, one of the keys to a successful
strategy lies in the first word: Social.
While you may include overt marketing
messages on your social marketing channels
once established, your primary goal in using
this media should be to further increase
your web presence, letting customers and
prospects know more about who you are
(sharing your values, principles, expertise),
and creating opportunities for word-ofmouth
marketing.
Using social media marketing channels
to facilitate a hard sell message is a turn-off
that will likely ensure that your sites receive
significantly less – not more – traffic.
Why? In social media marketing you are
inviting your customers and prospects to
engage with you on a more personal level.
You are asking them to trust you enough
for an introduction to their friends, family,
co-workers and neighbors. How personal
would you get with the salesperson at the
front door? Would you send them on to
your family and friends?
When it comes to social media marketing
for your salon, remember this is not just another
marketing channel. Before you set up a
Facebook page for your salon or professional
services, set up a Facebook page for yourself.
Add “Friends” and review their pages; chances
are you will find that they are on Facebook
primarily for social purposes and engaged
primarily in social conversations.
When it comes to your salon’s social
media marketing, use these channels in such
a way that it is welcome in the lives of your
readers. Craft messages that will be seen as
an organic part of the conversation found in
the “News Feed” on Facebook, rather than
blatant sales pitches. Use these sites as if
you were invited into the living room of the
reader for a visit; yes, you would talk about
your business, but you would not try to sell
them – well – anything.
One of the best aspects of social media
marketing is that there is little monetary
cost associated with its use; however, it
can become a costly endeavor in terms of
time, especially when this assignment is
one added to a long list in the life of a busy
salon professional.
Some guidebooks suggest that as much
as 25 percent of your working time should
be devoted to social media channels. While
the time you need to devote to this aspect
of marketing may vary, the point remains
that to be effective, it requires that time be
consistently invested in updating, blogging,
adding photos to demonstrate your work,
inviting people to events and providing follow
up to questions and comments.
Like any other campaign, your social
media marketing cannot thrive without
being nurtured. If time is at a premium
for you, if you have never ventured onto
the internet or if the idea of setting up a
Facebook page or Twittering makes you
break into a cold sweat, don’t despair!
Social media sites have created interfaces
that can – literally – be managed by even a
computer novice.
If you are still reluctant to do it yourself,
you can readily find a high school student
in your family or among your clientele
aspiring to a future in the salon industry or
marketing who would be thrilled to work
for you for a couple hours each week either
to set up and manage your social marketing
channels on an on-going basis, or to train
you to take over. You may find that once
you begin to experiment with these social
sites, it’s easy to become addicted to the
real conversations that are occurring every
day on the “virtual” world.
And remember, as you wade deeper in to
viral marketing waters, use these channels to
create more “customer love” by sharing stories
about your salon or staff that you would
want to share in your client’s living room,
and that they will want to pass on to others.
Elizabeth Kraus 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.
READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE!
View this article and more at www.stylistnewspapers.com
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CALIFORNIA STYLIST & SALON | FEBRUARY 2010 |

Preece & Toff Opens in Santa Monica
With its minimalist white walls punctuated by
images by the notorious stencil graffiti artist Nick
Walker, the Preece & Toff Salon’s interior reflects
the contrasting styles of the stylists – rock ‘n roll
meets Zen.
A collaboration of veteran hairstylists Matthew
Preece and Kristoff Ball, this new salon located in
Santa Monica, is the blending of two sensibilities,
and is proof that the whole is greater than the sum
of the individual parts.
Ball’s reputation is indelibly cemented with
the world of rock, thanks to his longtime association
with Gwen Stefani (he took her from
brunette to platinum) and Pink (yes, he did create
her trademark shocking rosy hue). Matthew
Preece, who is originally from London where he
had a salon, has spent the last two and a half years
journeying to and from India where he studied
spiritualism. They met
when they were both
stylists at Fred Segal
Beauty – the salon
that was formerly in
the space that Preece
and Toff now occupies.
They continued
to work together
at Chris McMillan
– until the new space
became available.
Preece and Ball
are both musicians
themselves, and they
agree on most things
when it comes to the
Matthew Preece and
Kristoff Ball, co-owners
of Preece and
Toff at Fred Segal in
Santa Monica.
direction of the salon, especially on philosophy. “In every decision we make about the salon
we first ask ourselves ‘is it good for the community?’ Is it going to be healthy, give back and
is it morally right?’ ” states Preece. “And if we make people feel better about themselves by
what we say and through our work, then we are spreading happiness – and that is a positive
thing.”
It was Preece’s idea to add the yoga studio. “Adding the studio just made sense to us – it
will help people de-stress in these challenging times and fits perfectly into our feel good
mantra.”
In addition, they plan to open up the spacious salon for fundraisers, book signings,
spiritual events and classes in hairstyling techniques. Ball adds, “I want the salon to also be
a school -- and contribute to the beauty community through education via seminars and
classes.”
With a devoted clientele, Preece and Toff are guaranteed to bring not just celebrities but
consciousness to Fred Segal Santa Monica.
Specializing in the beauty industry
Lic # 0F72579
Call today 1-800-927-3566 for a free quote.
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
| FEBRUARY 2010 | CALIFORNIA STYLIST & SALON
Do It On The Web
www.stylistnewspapers.com
Our new website has improved navigation
with easy links to articles, classifieds
and calendar dates. And our Online Edition
gives you a virtual tour of our paper
with direct links to your favorite
advertisers and products.
www.StylistNewspapers.com
Now with More Value for Your Advertising Dollar

Marketing Options for Esthetics
Esthetic Endeavors
Judith Culp
In the past, marketing of esthetics was
done with flyers, brochures and carefully
selecting the media you would use.
But then your choice of media was newspapers,
billboards, television, radio, telephone
directories and press releases.
Now everything is more complex. Some of
the old standbys don’t work as well and some
of them never worked.
Yellow pages – these used to work great
and were the staple of our industry. Now we
have multiple phone books distributed in each
town which makes the decision of who to go
with more difficult or the cost of advertising
exorbitant. Ask your clients where they learned
about you.
There are some who say they never use
phone books as the internet has significantly
changed how people seek information. More
and more people are turning online to find
business information. They can choose a
yellow page search, merchant connection,
city search, web search or many others. Each
of these has costs related so plan carefully as
to which will give you the best return. It is
a quagmire we will all wade through and is
going to take continued monitoring to find
what works for each type of business. We can
no longer find one and stick with it, constant
monitoring is the new norm.
Television – a good alternative depending
on how many stations are in your area. The
cost per viewing and client demographics will
help make this decision. Do they all watch
different stations? Can we afford to advertise
on all of the different stations? Television can
work but it must be planned and budgeted
carefully.
Radio – there are even more radio stations
than television stations. In several polls that I
have done I could not find a commonality in
the channel preferred. If they are all listening
to different stations or have opted for other
audio sources, then reaching the “potential”
client this way could be much trickier. If we
are dealing with a very specific target group
– say college-age girls for hair removal, now
we may have a narrower range of radio stations
that focus on this demographic.
Golf or bus stop bench advertising
– Don’t laugh. They sell these routinely. It
will depend on your budget if you want to give
this a try, but it wasn’t a success story for me.
Likewise some people do advertising on busses,
cabs or other vehicles that have high visibility
due to their driving patterns. Consider
the cost per day as well as the cost per exposure
to determine if this is in your budget.
YouTube – has become an interesting
marketing approach. You can find people
demonstrating all sorts of different services as
well as manufacturer’s using this method to
distribute information. How protected is your
submission? Can it be confiscated or used by
unauthorized persons? Does it drive clients
back to you as opposed to others in the area?
How many local people will find it, and how? I
think it has great promise, but I think we need
to do our research to effectively use it.
The most important part of marketing is a
thorough knowledge of our client base. Who
are they and what are their demographics?
How do they get information and how do
they prefer to be reached? While this always
was important, it is even more critical today.
If you don’t know your customer base you
will waste time, money and lots of effort to no
avail. The teen and college age client uses text
messaging as their preferred mode of communication.
This makes them a perfect market for
Tweeting or text-mails.
Those on a tight schedule may not have
access to their text phones on a full time basis.
The best way to approach this group may be
emails rather than tweeting. The message will
be there when they have access to it. They may
also love e-newsletters, e-cards and e-specials.
As we get into a more maturing group of
clients, they tend to be less comfortable with
tweeting or email contact. They may use their
blackberry but they are not as comfortable
with incoming information. The older the
client’s age bracket, the more they may prefer
a reminder phone call or to receive a printed
newsletter, in lieu of a text or an email. The
problem with this is the cost factors. It was
startling to realize that this year 70 percent of
our business holiday cards from suppliers and
manufacturers were transmitted via email.
So the more clearly the esthetician has
their target market defined the easier it will
be to allocate time and efforts into reaching
potential clients. It is important to ask clients
about their preferred contact method and what
methods they read or just delete/ toss. This
will help those very valuable marketing dollars
be the most effective.
There is no one marketing method that
will make everyone happy. With internet contacts,
it is important to have the client update
us when they change carriers just as in the past
it was important to know when they moved.
It’s all about staying updated and continually
innovating in a changing market place.
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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CALIFORNIA STYLIST & SALON | FEBRUARY 2010 |

Day Spa Expo and Business Forum
The Day Spa Association and the International Medical Spa Association will provide the
educational component for the Day Spa Expo & Business Forum at the Las Vegas Convention
Center on March 13 to 15, 2010 for spa, salon and wellness center owners, managers and
professionals. The Day Spa Expo is all about serious business where you will be updated on all
of the latest spa trends, techniques, equipment, business and marketing strategies.
Guest Speakers this year will lecture simultaneously in two large classroom venues. John
C. Gray will be the keynote speaker. The Day Spa Business Expo Forum will include: Patti
Biro, Mark Romero, Dan Chandre, Celeste Hilling, Skip Williams, Brian Cunningham,
Rebecca Jones, Eric Light, Felicia Brown, Ken Cassidy, Suzanne Garcia, Audry Brown, Larry
H. Oskin, Kim Collier, Heather Lemere, Ana Loiselle and Stacey Hall, DSA and IMSA members
receive a special discount of 20% off the registration.
During a special DSA Meet and Greet networking event on Sunday evening March 14,
the new ‘2010 Spa Person of the Year Award’ and the new 2010 “Distinguished Day Spa of the
Year Award” will be presented. There is still time to enter your day spa. Nominations are also
being invited for the annual DSA Leadership, IMSA Leadership, Healing Hearts and the Spa
Philanthropist Awards.
For information and to register for the 2010 Day Spa Expo, go to www.dayspaexpo.com.
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that doesn’t contain harmful phthalates.
What are harmful phthalates? Good question. Phthalates are chemicals used in
the manufacturing of many products, including vinyl gloves. Harmful phthalates
are those identified on California’s Proposition 65 as having negative health
effects on adults and children. Those phthalates can cause health issues such
as cancer and birth defects. SalonFit Free was developed as a safe alternative
to vinyl gloves that contain those harmful phthalates. SalonFit Free is an
innovative, new glove that delivers performance and peace of mind.
For more information visit GrahamBeauty.com
Leverage Social Media
to Build Your Business
The Mane Objective
Marco Pelusi
Are you hearing about Facebook from
your clients or staff?
Are people texting you and/or emailing
you about hair appointments? Are you getting
calls from potential clients who found
your name through a Google search?
Hopefully your answer to all of the
above questions is a big fat YES. If you
answered no, or even a maybe, to any of the
questions, you might
have some work to do
with social media this
year.
We all do, actually.
Welcome to the new
online world of salon
business. Social media
is beyond a necessity
and/or a requirement
anymore. We’re so
far into it that we can
hardly catch up.
For example,
salons all over the
world are profiting at
this very moment as a result of leveraging
social media tools like Facebook. It’s time
for you and your salon to get involved with
this fabulous and exciting craze. Allow me
to give you some tidbits that work for my
salon.
I just “Googled’ my salon, and a lot of
hits came up. I also Googled “Haircolor
West Hollywood,” and my salon name
comes up. There’s no reason your salon
can’t experience a similar response to a
Google search.
The simplest and most powerful way
is for you to start increasing your search
engine optimization (SEO) visibility is to
create your salon fanpage on Facebook.
You’ll need to post some beautiful photos of
you, your salon, your work and/or your staff
on the fanpage.
How do you get fans on your fanpage?
Well, you have an entire salon full of clients
to start. Hopefully you keep a current list
of your client’s emails – if you don’t – do it
now. Then send an email to that list asking
everyone to join your fanpage.
Now you have a place to keep everyone
informed about what’s going on at your
salon including promotions, events and
hairstyle trends. Once your fanpage is up,
“Google” your salon, and you’ll see your
The simplest and most
powerful way is for you to
start increasing your search
engine optimization (SEO)
visibility is to create your
salon fanpage on Facebook.
salon name come up. When you have some
down time, search for and reconnect with
your old friends. It’s time to let everyone
in your life (from childhood ‘til now) in
on your successful business as a hairdresser
and/or salon owner.
You’ll find your old friends are probably
on Facebook and are happy to support
your business. Your biggest problem should
be that you become overloaded with old
and new friends sending you messages on
Facebook asking you for hair appointments.
Wouldn’t that be a nice problem to have?
In addition to Facebook, there are other
online opportunities to increase your visibility
such as blogs
and reviews. If you
have clients who are
bloggers, have them
write about you or
ask if they’d like you
to write a guest article.
Any blog post that
includes your website
will also help increase
your SEO visibility.
Additionally,
online reviews are
a great way to get
exposure, as long as
you’re doing great work and taking care of
your clients. You’ll need to research the key
sites that review and include reviews about
businesses in your area and then ask your
clients to submit reviews. However, as you
know, it only takes one bad review of you
to negatively impact your reputation. So remember
to always take care of your clients,
put the work in, and your hard work will
come back to you always – even online.
Hopefully I’ve provided some immediate
action steps for you to leverage social media
and online tools to build your business. I
personally find that emailing and Facebook
together make for a brilliant online networking
combination. You Stylist readers are truly
my peers – my most important people – my
‘peeps.’ I’d love to be able to stay in closer
touch with you, so please join my Facebook
fanpage (just search for Marco Pelusi Hair
Studio Inc.). Then send me an invite to join
your salon’s fanpage. See you soon on FB!
Marco Pelusi is globally recognized as a haircolor trainer and platform
artist. Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles
2007 by KTTV Fox11’s “myfoxla Hot List” competition. Pelusi created
the Marco Collagen Color Guard HairCare System, the collagen system
developed for color and chemically treated hair. For more information,
visit www.marcopelusi.com.
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10 | FEBRUARY 010 | CALIFORNIA STYLIST & SALON

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Effective Social Networking
The Nail Extension
Vicki Peters
I think back to all requests to be “friends”
in Facebook I did not respond to because I
thought it was just another teenage fad.
Then I figured out I needed my own
page. I still resisted for a while and then
did my own Facebook page; not that I ever
looked at it again, but I knew it was there.
I still didn’t get it. Along with this tweet
thing, ah just another thing I need to stay on
top of, who has time? Finally I gave into that
too now that Ellen has made it such a big deal.
I’m trying not to end up like some of
my friends that are out of the loop, don’t get
emails on their phones and refuse to get involved.
Once I got involved I started to tweet
daily and check my Facebook page often. I
know I have to stay on top of what’s going
on, and Facebook and Twitter are where it is
happening.
You can follow national news, local news
and sports as well as keeping up with your
friends or promoting your business. Facebook
and Twitter, among others are becoming an
every day thing.
The increase of people using Twitter
to get the word out about their companies,
jumped more that 250 percent since the
spring of 2009, according to a study done
by Palo Alto Networks, a maker of firewall
technology. The number of companies using
Facebook for tasks grew by 192 percent. The
report said everyone is using social networks
as a promotional vehicle for their businesses.
Maisie Dunbar, one of the industry’s savviest
and well known nail techs, and owner
of her own salon, Maisie Dunbar Spa Lounge
in Silver Springs, Maryland uses Facebook to
promote special events and services at her Spa
with messages to her clients like this one:
SPA DAY FOR MEN ONLY
Come and enjoy a men ONLY night
out Jan. 9, 2010 5 p.m. - 8p.m.
That’s right, we’re taking care of our men.
Spa services include: 1/2 hour Massage for
$35 (valued at $56), Foot Detox for $30
(valued at $65), Sugar Butter Manicure/
Pedicure for $40 (valued at $90), and any
Waxing Treatment for $15 (...valued at $20
and up). 10% off any retail product.
CALL & BOOK YOUR
RESERVATION TODAY.
301.585.4770.
Dunbar also follows up with posting
photos about the events on her Facebook
page to make it even more interesting. Her
posts and twits draw you right in and the
next thing you know you’re on her Facebook
page booking an appointment.
According to Maisie she uses social networking
not only for business, but for hiring
It’s a lot easier to use social networking
then telling each customer about
the special when they come in.
as well. She has seen a two percent increase
in business, which may not be much, but
considering the economy right now, that’s
pretty remarkable. She uses Facebook more
than Twitter, however she does post specials
on both. She also networks with other professionals
like her, and local businesses. She
uses them as a tool to get the word out about
what ever she is doing in the spa community,
as well as for mentoring and announcing her
class schedule.
One of the biggest holes in our marketing
plan is that we don’t have enough resources
or time to effectively market our business so
this is one of the tools we can use. We can
send press releases to the trades and local
newspapers, write a time-consuming newsletter
that our clients won’t read anyway or do
something short and sweet like tweet them
about an upcoming special service.
We already have their contact information
and email address, so that makes it a
smart choice. It’s a lot easier to use social
networking then telling each customer about
the special when they come in. They walk
in already knowing about the special so that
should make it an easy sell.
The nice thing about tweeting is it is
short, fast and easy information. Just take
the NSS salons. Most clients like the walkin
service, the fact they don’t have to get
to know the manicurist and they can have
non-committal appointments. Tweeting is
the same: informational, short and with no
commitment to respond.
Although Facebook is a little more of
a commitment, it can provide you with a
website if you don’t have one where you can
easily post photos, salon specials or photos
of your vacations, which we all know our
clients want to hear all about.
And the best part of this fast pace social
networking is it’s free!
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.
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Staying Ahead of the Curve
Blue Highways
Jerry Tyler
When the world of fashion moves, the
beauty industry moves. However, we have
three choices how fast we move.
We can “go with the flow” and move at
the same pace. Those who wish to move
with the masses and stay mainstream simply
need to keep putting one foot in front of another
and they will inevitably keep moving.
There are some who wish to merely
stand still, hoping that wherever they are,
the world as it moves will, at some point,
come back to where they are, with no effort
on their part.
Then there are those who are proactive
and use their foresight to learn new techniques
for the fashions that direct us forward.
If you are a “hands-on” professional,
you have the flexibility to stay ahead of the
curve and run ahead of the pack.
All three of the above approaches to how
we evolve do not only determine how our
action plans play out, but the rewards hat we
reap. It comes down simply whether, by virtue,
we are proactive, reactive or non-active.
We can assume the services we provide,
accompanied by the products we use, produce
the end result, our “product.”
The focus here, whether our product
is cutting edge, classic, fashion forward or
retro, requires our immediate attention with
immediate results in play. As we build our
business, one client at a time, the one with
the most clients wins, at any level of the
market from the mass market $15 haircut or
the $150 celebrity do.
As long as the satisfaction level of the
client has been exceeded by the price point
both the client wins and we win. And too
often this is where the game ends with
round two: the hope for return request visit,
a maybe.
How can we assure we can count on the
return of the satisfied guest and have enough
future clients to fill our chair for that first
taste of our talents?
This challenge goes beyond the point of
initial or future service. This requires other
techniques that, while our talent and creativity
could be considered hardware skills, the
solution to this challenge seems like software
skills.
Assuming we have the ability to wow
potential clients, we need to get our future
clientele to notice us and choose us. How
do we achieve that reality beyond wishful
thinking? And more importantly, how do
we communicate the value of our “product”
that will create a demand for our brand and
allow continued positive growth?
The key here is marketing: the branding
and promotion of your product – which is
your services and the products you provide.
There are two key areas of marketing.
Both are methods of promoting you and
your brand. The first is advertising. The
second is networking. In the past the focus of
almost all promotion of products and services
was advertising — reaching the masses
or target audience to gain their desire for the
advertised product.
This is still a viable tool in promoting
your brand but today, the emerging giant in
communication and promotion is networking.
The reason is because, while advertising
promotes ideas and products, networking
“connects” us with our desired market or
consumer as a means of communicating
directly with our intended end user.
Three primary forms of networking are:
•
•
Personal Networking
Business Networking
Social Networking
•
Personal networking is the oldest form
of connection and is still today the most
intimate. It’s the personal phone call, the
one-on-one meeting, talking to a gathering,
letting people see and feel who we are and
what we are about in a personal sense.
The positive here is with the tech-driven
age often void of human touch, personal
networking is on a primal level sealed with a
handshake or the sound of a voice. The limit
here is you can only be so many places and
with so many people at any certain time.
The next area is business networking. In
the tech-driven age there are now numerous
broad based and specific business networks
where we can connect and exchange with
endless business potentials. These can range
from Linked-In to The Beauty School
Network and Behind-the-Chair which are
beauty industry focused networks.
Social networking sites such as MySpace,
Facebook and Twitter are great social
networks where many salon professionals
post their portfolios, updates on their salons
and recent achievements in a less businesscentered
environment that is interactive and
fun. It is also a great way to reconnect with
former colleagues and get new potential
opportunities.
It is with this effective combination of
our hardware, software and high tech skills
that we can all enjoy the abundance we
deserve and guarantee our success.
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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CALIFORNIA STYLIST & SALON | FEBRUARY 2010 | 13
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How to Avoid Complaints
The Board of Barbering and
Cosmetology (Board) receives approximately
3,000 complaints annually. From July
1, 2009 through December 31, 2009, the
Board had received 1,431 complaints. The
majority of complaints are submitted by the
public and refer to a variety of topics, ranging
from unlicensed activity and unsanitary
conditions to consumer harm and dissatisfaction
with services. Here are some simple
things you can do to avoid complaints being
filed against you or your business.
• Only employ licensed workers
• Make sure the salon or shop has a valid
establishment license issued by the Board
• Keep your work station in a sanitary
condition
• Throw away used disposable tools (cotton
pads, sponges, emery boards, etc.)
700
600
500
400
300
200
100
0
1 2
517
• Follow the Board’s health and safety laws
and regulations
• Provide good customer service
• Maintain a positive and professional attitude
• Only perform services you know will
achieve the desired result for the client
If a client complains to you, try to
resolve the situation quickly and effectively.
Be polite, respectful and courteous while
asking the client what you can do to remedy
the problem. If their request is fair and reasonable,
accommodate the request. Making
sure all your clients leave satisfied will
ensure their repeated business and reflects
positively on you and the salon or shop you
work in.
For further information, contact the
Board at www.barbercosmo.ca.gov or
1-800-952-5210.
Complaints Received
July 1, 2009 to December 31, 2009
175
126
Find Licensing FAQ Answers Online!
16
593
1
Contractual
Fraud
Health and Safety
Incompetence/Negligence
Non-Jurisdictional
Personal Conduct
Unlicensed Activity
Other
Do you have a licensing question? Find answers to frequently
asked questions online at www.barbercosmo.ca.gov
Accomplishments Listed in Last Four Years
By Jerry Tyler, President California State Board of Barbering
and Cosmetology
During the last four years, I have had the
privilege of serving the consumers and beauty/
barbering professionals in California as the
president of the State Board of Barbering and
Cosmetology.
With the completion of my four year
term, I’d like to take this opportunity to
reflect on the accomplishments our board
has achieved and take time for some well deserved
recognition of those who served with
me along the way.
At the offset, I am happy to say the board
and our industry is in a much better place
than the way I found it when I entered my
term. In 2004, we were on the verge of a senate
mandated sunset in the wake of what, up
to that point, had been a fragmented board
that was non-responsive both to consumers
and industry alike.
Imagine what it was like for a person who,
after completing a 1600-hour, 10-month
cosmetology course to be told they have a
nine-month wait to receive an exam date to
start their career as a licensee.
Four years later, we have moved to become
not only the largest board of its type in
the U.S. with close to a half million licensees,
but also one of the most industry-relevant,
accessible and professionally oversight institutions
in California and the U.S.
Here are some of the meaningful reforms
our board has achieved in the last four years:
• Out-of-state cosmetology license reciprocity
with all 50 states
• Institution of the NIC national written
exam
• Reform of the Cosmetology Externship
program
• All stipulated elements of the legislature as
to their last three Sunset Reviews were addressed,
accomplished or in action plan
• Master strategic plan, revised mission/vision
statements, measurable goals and time lines
• New protocols for the sanitation/disinfection
of foot spas
• Major industry and consumer outreach
through industry participation by the board
through publications and shows
• Major curriculum reform for all the five
license categories
• Increase in health and safety requirements
for consumer protection
Annual Election of Officers
• Reform of the citation/inspection process
to assure fair due process
• Adoption of board rules and protocols for
board members
• Reduction of wait times for exam from
six-nine months to six-eight weeks
• Increased enforcement to address unlicensed
and illegal activity
• Positive apprenticeship program reform
• Strategic cooperation with state departments
and agencies as well as the legislature
and administration
• Industry task forces and advisory groups
to advise the board on pertinent issues and
challenges
• Open board meetings inviting both industry
and consumer participation to assure
broad based input for the decision making
process of our board
I need to acknowledge my fellow board
members without whose passion, perseverance,
tenacity and commitment to their
appointments has been nothing short of
amazing. To our industry members who walk
the fine line between consumer protection
and furthering the interests of our industry, as
a licensee I have never been so proud to serve
with fellow professionals. To our non-industry
members never has our industry had an
embracing accepting collective who balance
oversight with insight as you have and our
industry shall be always grateful for the balance
you bring to our board.
No greater appreciation can go to our executive
officer, Kristy Underwood and staff.
It’s easy for a board to dream of great things
but it takes an awesome executive leader to
make the dream list come true consistently
despite the current challenges facing state
government agencies.
Lastly, I would like to thank my fellow industry
share takers in California who allowed
me to serve my industry that has so richly
blessed my professional and personal life for
the last 35 years. I have always faithfully tried
to fulfill the promise I made to leave my term
in office with the state of my industry better
than the way I found it.
I hope all will agree that while there is still
much left to achieve the present positive state,
our industry can enjoy due to a responsive
and forward thinking board will lay a firm
foundation to secure a consumer and industry
friendly beauty and barbering profession
we can all be proud of in California.
Editor’s Note: The annual election of officers for the Board of Barbering and
Cosmetology took place at the recent board meeting on January 24 and 25, 2010. As of press
time, board officers were not elected yet, but we should have updated information in the
March issue of California Stylist.
For more information on upcoming Board meetings visit www.barbercosmo.ca.gov.
14 | FEBRUARY 2010 | CALIFORNIA STYLIST & SALON

SALON OPENINGS
ES TAB LISHED BUSI NESS FIVE MIN-
UTES FROM MA RINA DEL REY HAS A
CHAIR FOR RENT Full-time or part-time.
Growing area with good parking. Lo cated on
Washington Blvd. Call Lupe (310)384-2585
STYLIST WANTED!!! OR ANGE SA LON
NEEDS NAIL TECH AND STYL ISTS
Four weeks free rent, one week paid va cation.
One block south of the mall. Call
(714)403-9934
IRVINE / NEW PORT BEACH - NEAR
JOHN WAYNE AIRPORT Seek ing Hairstyl
ist that wants to rent a large, semi-pri vate sta -
tion. Part time or full time. Great at mosphere.
Easy park ing. Close to freeways. Call
(949)474-5519
5 STAR SALON & DAY SPA SEEK-
ING HAIR STYL ISTS & MAN I CUR-
IST VIP room and sta tions avail able for rent.
Rent by the week or by the month. Great lo cation,
free va let park ing. Stu dio City.
(818)501-7778
LOMITA, CA - FACIAL ROOMS
WITH EQUIP MENT, HAIR / NAIL
STATIONS AND MAS SAGE ROOMS
FOR RENT Sa lon in great lo cation. Stylist
($175 per week) and Manicurist ($125 per week)
rent or com mission. Call Lupe (310)257-1924
NORTHRIDGE SA LON HAS RENTAL
SPACE AVAIL ABLE FOR A HAIRSTYL-
IST, MAN I CUR IST & ESTHETICIAN
with LOW rent. Great working at mosphere.
Bring your cli ents. All ENG LISH SPEAKING.
Contact Sandy (818)207-1859
BELLFLOWER HAIR DESIGNS ~ STA -
TION FOR RENT Easy ac cess on / off 91 and
605 Freeways, near Downey, Lakewood, Artesia
and sur rounding cit ies. Call Mary for de tails,
(562)920-7051, must have cli entele.
$
HERMOSA BEACH, CA Sta tion for
Lease or Commission! Upgrade your clientele
to a brand new, lux urious, multi cul tural
salon. Nice, clean sa lon in up scale area. Sta -
tions with lots of space and storage. Come join
‘THE TEAM’! Too many amenities to list.
www.DuaneColemanAndCompany.com
(310)798-1967
SAN FRANCISCO / UN ION
STREET SA LON is looking for an am bitious
and tal ented styl ist who rocks at hair! Chair
rental or com mission. Amaz ing location with lots
of nat ural sun-light and large sta tions. 5 year old sa -
lon newly re modeled. Check out our web-site and
job-posting. www.redunionsalon.com. In terested
parties please call Erika for preliminary phone in -
terview (415)332-5450 per sonal number
CHINO,CA SA LON HAS RENTAL
SPACE AVAIL ABLE FOR A HAIR-
STYL IST, MAN I CUR IST & ESTHETICIAN
with LOW rent. Great working at mosphere.
Walk-ins. Con tact Minin (909)438-0403
ENCINO, CA- STYLIST STA TION,
MAKE-UP STA TION & PRI VATE ROOM
AVAILABLE FOR RENT! Up scale, clean and
modern sa lon on Ventura Blvd. with ex cellent
atmosphere & am ple park ing. Must have clientele
and a positive at titude. Call Kimberly
(818)996-8845 or (818)292-1527.
NORTHRIDGE, CA - HAIR STYLIST
STATIONS AVAIL ABLE FOR RENT $120
per week - First week move-in FREE. Busi ness
has been open for 15 years. Must have cli entele.
Good lo cation and friendly en vironment. Call
SUNNY for info at 818-360-8616
UPLAND, CA ~ BOOTH RENTAL
FOR MA TURE STYL ISTS WITH CLI -
EN TELE Clean, friendly sa lon. Good lo cation
on Cen tral Av enue. Your cli ents will love
it! Call Catherine (909)982-0710
HISTORIC UP TOWN WHITTIER AREA
Mozart the Sa lon is look ing for the right Styl ists to
join our team. Sta tions for rent with steady cli entele.
Full time only. Ask for Patty (562)693-2624.
DOWNTOWN FULLERTON, CA -
HAIR STA TIONS FOR RENT - 4
WEEKS FREE Newly opened Beauty Stu -
dio with all new equipment. Good lo cation.
Call for more in formation. Florenz
(714)579-9343
BAR BER / COS ME TOL O GIST WITH
CLIENTELE WANTED FOR BOOTH
RENTAL ON PIEDMONT AV ENUE,
OAK LAND $275 per month. Call Marty
(510)547-1205 or (510)433-0576
DAVIS, CA ~ SMALL HAIR SA LON
FOR SALE Half own ership only $3000.
Also full ser vice sa lon sta tion at a newer /
larger sa lon avail able for rent or commission.
Call Su san for more in formation.
(530)400-4915
RE MOD ELED CLARE MONT SA LON
HAS BOOTH RENT ALS AVAIL ABLE
Stylist - $115 per week, Manicurist - $95 per
week. Good lo cation with spa cious park ing. Lo -
cated at Foothill Blvd. and Towne Ave. Contact
Mar tha @(909)621-0541
ROSEVILLE ~ JACK N JILLYBEANS SA -
LON has an open ing for a full time Styl ist.
Cur rent Cal i for nia Cos me tol ogy Li cense, ex perience
pre ferred. (916)786-3888 Please AP PLY
IN PER SON at 212 Har ding Blvd, Suite V,
Roseville, CA 95678
LEASE OFFERS
TORRANCE ~ HAIR STA TION &
FACIAL ROOM FOR RENT OR
COM MIS SION Full ser vice sa lon. Great
location, friendly at mosphere. Hair sta tion
$500 per month or com mission available.
Please call for more in formation
(310)465-0035 or (310)703-2196
LOS AN GELES AREA El egant new sa -
lon has stations available for $135.00 per
wk for 3 months with lease in busy shop ping
center. Many walk-ins. Message (714)865-0652
HUNTINGTON BEACH - BUSY,
FULL-SER VICE SA LON HAS
HAIRSTYLIST STA TIONS & PRI VATE
ROOM AVAIL ABLE FOR RENT $185 per
week. 10% commission on product sales. Great
lo ca tion, newly re mod eled. $500 in cen tive to
join our team! Va cation af ter one year. Cli ent
re fresh ments. (714)585-1185
VALENCIA ~ CONCERTO HAIR SA-
LON HAS HAIR STA TIONS AVAIL ABLE
Rental or commission. Plenty of walk-ins.
Great lo cation. $200 per week - first week free!
For more information call Nik @
(661)287-3700 (work) or (310)963-4247 (cell)
STATION FOR RENT - LONG
BEACH / NORWALK AREA One Hair
station available. Bring your cli ents. Call
(562)275-1882
CITRUS HEIGHTS AREA - NEWLY
RE MOD ELED SA LON - STA TIONS
FOR RENT $450 per month. Must have clientele.
Call Vickey for more de tails (916)802-7767
or (916)725-2996
CALIFORNIA STYLIST & SALON | FEBRUARY 2010 | 15

CANOGA PARK, CA ~ HAIRSTYLIST
STATIONS AVAIL ABLE FOR RENT
Es tab lished sa lon, good lo ca tion. Clean,
beau ti ful at mo sphere. Sa lon is of fering
Hair Ex ten sions, Per ma nent Makeup, Hair
Re lax ing, Eye lash Ex ten sions. Call
(818)943-0217
MY HAIR PLACE SA LON IN LA HABRA
HAS TWO STA TIONS FOR RENT at
$175.00 per week. Wella / Sebastian / Nioxin
used for Backbar. Tow els, re freshments, Sirius
& Wire less internet. 10-20% Retail Com mission.
Must have Clientele. Lucy (562)691-5617
CHAIR OPEN FOR RENT ~ HAIR -
STYLIST OR MAKEUP ART IST ~ AT
EX CLU SIVE, UP SCALE ROB ERT -
SON BLVD. HAIR SALON IN WEST
HOL LY WOOD Call (310)487-7599 if in -
ter ested.
SOUTH TORRANCE SALON HAS
THREE STYL ING STA TIONS AVAIL -
ABLE FOR RENT $135 / wk. Great location.
Clean, friendly, pro fessional. For more in formation
call (310)378-7882.
SAC RA MENTO MID TOWN - J
STREET Nice, re laxed set ting. Two
rooms for rent. Hair $550 per month. Mas sage
part-time. Must have cli entele. Call for de tails.
Arcelia (916)444-0642
SANTA MONICA ~ HAIR / NAIL STA -
TION FOR RENT New, pri vate, very nice sa -
lon. Good park ing, walk-ins. Part-time /
Full-time. Near col lege. Fa cial, Wax ing,
Healing Room also available. Call for more
in for ma tion (310)399-6530
SANTA CLARITA – HIP SNIPZ SA -
LON IN BUSY SHOPPING CENTER
HAS 2 STA TIONS FOR RENT $125 per
week. First week free. Bar ber Wanted.
Call(661)373-8695
BEAUTIFUL SA LON IN SIMI VAL LEY
SEEK ING MAS SAGE THER A PIST,
MAN I CUR ISTS & HAIR STYL ISTS TO
RENT STA TIONS Newly re modeled 2000
sq.ft. sa lon. Three months rent 1/2 price. For
more de tails call Maggie (805)581-3072
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,
Cal ifornia. Will train! Visit
www.federico.edu or call 919.929.4242 ex. 205.
RARE OP POR TU NITY - BAR BER
WANTED - BUSY DOWNTOWN
WALNUT CREEK SHOP Gen er ous 70-30
split. Call (925)934-4516 (shop) or
(925)682-5272 (eve nings)
TEAM VICKI EX PANDS! Team Vicki is
expanding and we are in terested in sea soned
professionals that are ready for a new chal -
lenge in their ca reer and want to be part of the
in dus try’s most talked about team. Our goal
is to build a team of Coaches na tionally that
has pas sion for ed ucation and is will ing to
sup port the ed u ca tion pro gram with prod uct
sales. If you are in terested in join ing Team
Vicki please send your re sume to:
Simmy@vickipeters.com.
SHOPS FOR SALE
VENICE, CA - GREAT LO CATION
NEXT TO THE OCEAN, FULL SER-
VICE BEAUTY SALON / SUP PLY Lots of
walk-ins. Six Hair Sta tions, Three Fa cial
Rooms, Three Nail Sta tions. 13 years established.
Great rent and lease - owner retiring!
(310)390-0739 or (310)384-1853
NEWLY REN OVATED FULLY FUR -
NISHED SA LON IN GLEN DALE, CA
INCLUDES 15 STA TIONS, 5 SHAM POO
BOWLS, 2 EXTRA ROOMS. WALKING
DISTANCE TO THE AMERICANA.
GREAT PRICE! GREAT LO CATION!
PLEASE CALL (818)500-4955 OR
(818)634-6468
SALON FOR SALE - COSTA MESA -
NEWPORT HAIR & NAILS Three hair sta -
tions, three nail sta tions, three spa, one fa cial.
Good lo cation, low rent ($1738). Price re duced
to $35,000. Janny (714)467-7055 or
(949)642-3880
TRACY, CA ~ SALON & BAR BERSHOP
IN GREAT LO CATION FOR SALE Es -
tablished Busi ness. Beau tiful shop, Busy shopping
cen ter with great parking. 7 stations, 2
shampoo sta tions, office . Lots of walk-ins. Fun
& en ergetic shop. Owner re lo cat ing and
must sell! Price re duced to $40,000 - won’t
last! For ap pointment: (209)481-1347
OR E GON HIS TOR I CAL HOME
WITH OP ER AT ING HAIR SA LON
FOR SALE Owner is re tiring. Lo cated down -
town in his toric Au rora, Or e gon. Home and
shop for $369,000. Visit our website for pics and
info: www.oregonhistoricalhome.com
BEAUTY SA LON IN NORTH HOL LY-
WOOD FOR SALE Ex cellent walk-in cli entele.
Great lo cation with park ing. Six sta tions.
Facial and Wax room. Call Leticia for more in -
for ma tion. (818)764-7474
SALON FOR SALE - PICO / FAIRFAX
AREA IN THE WILSHIRE VISTA DIS-
TRICT Great rent, four styl ing sta tions, two
shampoo bowls, three dry ers, make-up & re tail
area, air conditioner, alarm sys tem, sky light.
Only $17,000! Call To day (213)407-0271.
BEAUTY SA LON FOR SALE IN SIMI
VAL LEY, CA 3300 sq.ft. Great lo cation with
12 nail sta tions, 9 spa ped icure, 6 hair sta tions,
four hair dry ers, 4 shampoo bowls, one fa cial /
waxing room, 6 foot mas sage chairs, one laun dry
room. Call (818)943-1987 (cell)
BEAUTY SA LON IN BELL -
FLOWER FOR SALE Great lo cation.
Six sta tions and Fa cial Room. Low Rent. Call
for more in for ma tion (562)522-0891
BARBERSHOP FOR SALE - PERRIS, CA
Great lo cation in side shop ping cen ter. Owner
re tir ing. Price re duced to $18,000. Call for
more in for ma tion (949)235-1323 (cell)
WANT OUT OF THE RAT RACE? LONE
PINE, CA Quiet, sce nic re sort town in the East -
ern Si erra Mts. Three sta tions, turn key, newly
remodeled sa lon. Es tablished 25 years. Low
overhead, good income for full or part time.
Owner re locating. Call (760)793-1644 0r
(760)937-0837 for details.
30 YEAR HIGHLY PROF ITABLE HAIR
RE PLACE MENT BUSI NESS Low rent - ex -
cellent lo cation. $80K yearly gross. Sac ramento
area. Will train. Seller will fi nance.
Owner re tiring. Call (916)962-3539
TURNKEY SALON & SPA FOR SALE
IN LA HABRA, OR ANGE COUNTY
Low rent for 1200 square feet. Takara
Belmont de signed fur niture for a Full Ser vice
Salon. Sta tions are rented for ex tra in come.
Make an of fer! (562)631-5498
TWO CHAIR BAR BER SHOP FOR SALE
IN PALM SPRINGS, CA Good, steady busi -
ness all year. Ask ing $20,000 but will ne gotiate.
Must sell due to health concerns. Call for more
in for ma tion (760)499-8080
FOR SALE - FULL SER VICE BEAUTY
SALON IN SUNNY ARIZONA in strip
mall. 4 Hair Sta tions- Ped icure spa - Nail sta -
tion - Fa cial Room - Tan ning bed room.
Great lo cation across from large shopping
mall. Across the river is Laughlin, Ne vada.
For more info call (949)598-4508
16 | FEBRUARY 2010 | CALIFORNIA STYLIST & SALON

VAN NUYS ~ BEAUTY SA LON & BAR -
BER SHOP FOR SALE Good location. Good
price ~ $20,000 or best of fer. Call for more infor
ma tion (818)448-6055
$
IN TI MATE, BEAU TI FUL, FOUR
CHAIR UN ION SQUARE BOU -
TIQUE SA LON with art gallery. Quality
light ing, new plumb ing, re clin ing sham poo
‘bed’ bowls, washer / dryer, Asian art & an tiques,
ex cel lent lo ca tion and out stand ing rep u ta tion. A
must see for the price. $60,000.00. (415)
577-3562.
TRENDY GAL LERY DIS TRICT OF
DOWNTOWN LOS AN GELES - FULL
SERVICE SA LON FOR SALE 4 hair sta tions,
manicure ta ble, two shampoo bowls ,mas sage
room, fa cial room. All new equip ment. Priced
for quick sale at $45,000. Call (213)626-2131 or
cell (213)245-1027
NAIL & HAIR SA LON FOR SALE ~
SOUTH SAN DIEGO, CLOSE TO IM PE-
RIAL BEACH Es tablished 10 years. Good lo -
cation in large Albertsons shopping cen ter. Ask -
ing $35,000 or best of fer. Call (619)200-5404 or
(619)271-6276
USED EQUIPMENT
ANAHEIM HILLS BEAUTY SUP PLIES &
EQUIPMENT IS CLOS ING IT’S DOORS
~ EV ERYTHING MUST GO! Sup plies ~
Displays ~ Shelv ing ~ 2 Sta tions & much more!
5773 Santa Ana Can yon Road, Suite B, An aheim
Hills, CA 92807 (714)974-0180
SELLING YOUR USED EQUIP MENT?
Recently re modeled and need to sell your old
fur ni ture? Up graded your es the tic equip ment?
Reach the peo ple that will buy from you. Advertise
in the Cal i for nia Styl ist News pa per classifieds
and reach over 40,000 beauty and bar ber pro fessionals.
For more information Call (503)
297-7024 or visit www.stylistnewspapers.com.
AMAZING ‘HEAD TO TOE’ CERTIFIED
BOTANICAL SKIN CARE CLASSES /
WORK SHOPS and more of fered ev ery 4th
Monday - April 27th- May 18th - June 22nd -
July 20th - Au gust 24th - Sept 21st - Oc tober
26th - No vember 16th - Dec. 14th. You may
bring models. Make your res ervations ahead of
time - (949)598-4500
MISCELLANEOUS
SAVE UP TO 80% In cludes den tal, vi sion, pre -
scription, chiropractic and med ical. Not In surance
Linda (541)554-7953 dentalnow4u.com
VITAS IS LOOK ING FOR COS METOL-
OGY VOL UN TEERS to pam per Hos pice pa -
tients living at home or nurs ing fa cilities providing
hair cuts or set and styles. Op portunities
available through out 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
SOUTHERN DIS TRICT IS LOOK ING
FOR CCA VOLUNTEER MEM BERS to
help cre ate our fu ture con tin u ing ed u ca tion etc.
We need ded icated people in all ar eas of Southern
Cal ifornia. Our elec tion is com ing up in a
few months - so let us hear from you. Non
members and stu dents can apply.
(949)598-4500
BUSINESS
OPPORTUNITIES
MAKE $100 PER HOUR SHARP ENING
SCISSORS AND CLIPPERS. I will beat
anybody’s price on any equip ment and
train ing. (408)439-9161
SELL JEW ELRY IN YOUR SA LON!
Add a lit tle ex tra $$$ in your pocket. Of fer
fun, fash ion able and af ford able jew elry at
your sta tion and watch the profits roll in. No
sales ex perience needed, prod uct will sell it -
self. Small start up costs. Fashion and style go
hand in hand. THIS IS THE PER FECT
RE TAIL AL TER NA TIVE FOR
BOOTH RENT ERS. For more information
visit www.cookielee.biz/lisakind
GREAT IN COME PO TEN TIAL!
MANTECA, CA Magic Hair Stu dio For
Sale. Es tablished busi ness. Four Hair Sta tions.
Wax room, Washer & Dryer Hookup. Busy Location.
Open to Negotiate price. Backbar Products
In cluded. (209)239-2100
almab@clearwire.net
NEW EQUIPMENT
EL E GANT NAIL SUP PLY: We whole sale
and re tail New & Used Sa lon Equipments, Sa lon
Furniture and all brand-name prod ucts OPI,
IBD, Gena, Cre ative, LaPalm… We of fer on line
con tin u ing ed u ca tion. 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 & styl ing, clipper & ra -
zor cut ting, hair col oring, wed ding styles &
updo’s, makeup, fa cials, man icures and ped i-
cures, wax ing & hair re moval, mas sage, and
spa & body treat ments. 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/
NOW HIR ING COS ME TOL OGY IN-
STRUC TORS for fresh men classes. Ex perienced
and bi lingual pre ferred. Please con -
tact Dr. Gracie Young (510)267-0617 or
email re sume to: legrace1@aol.com
AD VER TISE in the Cal i for nia Styl ist News pa per
classifieds and reach over 40,000 beauty/bar ber
professionals. Call (503) 297-7024 or visit
www.stylistnewspapers.com.
CALIFORNIA STYLIST & SALON | FEBRUARY 2010 | 17

Indifference: When “I Don’t Care”
Infects Your Salon
Better Business
Neil Ducoff
Every salon suffers from indifference.
Without question, it is the single most toxic
behavior that wreaks havoc on salon cultures
and performance.
It can be as subtle as someone saying,
“Why should I do that?” or, “That’s not my job
- I’m not paid to do that.”
In contrast, indifference can be as blatant
as people collectively refusing to follow new
salon procedures and
sounds like, “If they’re
not doing it, why
should I?” No matter
how you view it,
indifference is a toxic
behavior that can spread
rapidly throughout an
organization.
In business, there
are two areas of indifference.
The first is leadership indifference
that can be observed in many forms. It can be
a leader who lacks compassion and respect for
his or her employees such as leaders who talk
down to people or reprimand in public.
Or when a leader refuses to follow the
same rules and procedures that employees
are held accountable to. It is indifference
when a leader lacks concern for budgets,
employee feedback systems and other essential
responsibilities.
Yes, indifference begins at the leadership
level and the trickle down quickly becomes a
raging river.
The second area of indifference resides
with employees. When “I don’t care” thinking
surfaces in one or more employees, your salon
culture will begin to deteriorate. Productivity
will slow and behavior issues like lateness
Yes, indifference begins at
the leadership level and
the trickle down quickly
becomes a raging river.
18 | FEBRUARY 2010 | CALIFORNIA STYLIST & SALON
and absenteeism will increase. If allowed to
go unchecked, indifference can evolve into a
major case of “destroy from within.” Simply
put, there is no way to prevent customers
from coming into contact with “I don’t care”
thinking.
Here’s the rub: employee indifference is a
response to compromised thinking and behavior
at the leadership level.
If trust is compromised through breaking
commitments, expect indifference.
If the salon vision has lost its luster, expect
indifference.
If employees have a reason to question
your leadership values and integrity, expect
indifference.
If you allow double
standards, unchecked
egos, conflicting agendas
and poor communication,
expect indifference.
The indifference of “I
don’t care” often means,
“you don’t care enough.”
It means that you are
not playing to your full
potential as a leader. You’re not communicating
enough or clarifying expectations. You
must address your own indifference to certain
leadership responsibilities first. You must “care
without restriction.” You must lead by example
at a level you have never played at before. Your
clarity and consistency – and determination
to be your best – will restore trust and replace
“I don’t care” thinking with “I give my best”
thinking and behavior throughout your salon.
Change begins with you.
Neil Ducoff is the founder and CEO of Strategies, a business training and coaching
salon specializing in the salon and spa industry. Ducoff is the author of Fast
Forward, the business resource book for salons and spas, and his new book,
No-Compromise Leadership, available at www.amazon.com. For a signed
copy, go to www.strategies.com. You can email Neil at neil@strategies.com.
READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE!
View this article and more at www.stylistnewspapers.com
FEBRUARY 2010
15: Sidlab Hair Couture Event, DreamBOX Theater at the Jupiter
Hotel, Portland, OR rsvp at sid@sidlabhair.com
18-19: American Massage Therapy Association Council of Schools
Leadership Conference, St. Pete Beach, FL www.amtamassage.org
20-21: Spa & Resort Expo and Conference, Los Angeles, CA www.
spaandresortexpo.com www.medaestheticsconference.com
20-23: Bronner Bros. Mid Winter International Hair and Beauty
Show, Atlanta, GA, www.bronnerbros.com
28-3/1: The Makeup Show LA, Los Angeles, CA (212) 242-1213
www.themakeupshow.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, professionalbeauty.co.uk/london
13-15: Day Spa Expo, Las Vegas, NV www.dayspaexpo.com
14: Beauty School Forum, Barristar Productions, Orlando, FL www.
barristar.com 800 SHOW-432
14-15: ABA Canada - Montreal, Canada www.abacanada.com
14-16: Professional Barber & Beauty Show 2010, Ponce, Puerto
Rico www.sanjuanbeautyshow.net
21-22: Spectrum International Beauty Expo, Los Angeles, CA www.
spectrumintlbeautyexpo.com 310-680-7367
21-22: BSG Cosmoprof Beauty presents Nashville Fashion Focus,
Nashville, TN www.fashion-focus.net
27-29: America’s Beauty Show, Chicago, IL call 1-800-648-2505
www.AmericasBeautyShow.com
27-29: Face & Body Midwest (formerly America’s Expo for Skin
Care and Spa), Chicago, IL www.faceandbody.com
27-29: America’s Latino Beauty Congress, Chicago, IL call 1-800-
648-2505 or visit www.AmericasBeautyShow.com/Congreso.
28-29: Beauty School Forum, Barristar Productions, Anaheim, CA
www.barristar.com 800 SHOW-432
APRIL 2010
10-12: International Congress of Esthetics and Spa, Miami Beach,
FL 1-800-471-0229 tradeshow@LNEONLINE.com
11-12: BSG Cosmoprof Beauty presents Biloxi Fashion Focus,
Biloxi, MS www.fashion-focus.net
18-19: Beauty School Forum, Barristar Productions, Phoenix, AZ
www.barristar.com 800 SHOW-432
21-22: BSG Cosmoprof Beauty presents Spring Style Show, San
Jose, CA www.springstyleshow.net
24-26: IBS Las Vegas, www.ibslasvegas.com
24-26: International Esthetics, Cosmetics and Spa Conference
IESCS Las Vegas, www.iecsc.com
25-26: BSG Cosmoprof Beauty presents Seattle Fashion Focus,
Seattle, WA www.fashion-focus.net
25-26: ABA Canada - Winnipeg, Canada www.abacanada.com
FEBRUARY 2010
1: Cosmoprof presents Paul Mitchell Ask the Educator Demo Day,
Salinas & San Carlos, CA www.cosmoprofbeauty.com
1: Sweis, Inc. presents Keratin Complex Smoothing Therapy, San
Juan Capistrano, CA 1-877-633-1717 www.sweisinc.com
1-26: Westmore Academy of Cosmetic Arts presents Hairstyling for
Print, TV and Motion Pictures, Burbank, CA 1-877-978-6673
1-Mar.25: Westmore Academy of Cosmetic Arts presents Makeup
for Beauty, Fashion & Glamour, Burbank, CA 1-877-978-6673
1-May 20: Westmore Academy of Cosmetic Arts presents High
Fashion, Print & Photography, Burbank, CA 1-877-978-6673
6-7: Westmore Academy of Cosmetic Arts presents Character Teeth
& Retro Hair Styling 1930’s, Burbank, CA 1-877-978-6673
7: The Studio presents Elements of Design, Woodland Hills, CA
1-800-422-2336 www.thestudioeducation.com
8-12: Westmore Academy of Cosmetic Arts presents Blood, Gore
and More, Burbank, CA 1-877-978-6673
9: Sweis, Inc. presents Zerran Reform Natural Hair Straightening
System, Palcoma, CA 1-877-633-1717 www.sweisinc.com
13-14: Westmore Academy of Cosmetic Arts presents Retro Hair
Styling 1940’s & Bald Caps, Burbank, CA 1-877-978-6673
15: Sweis, Inc. presents Keratin Complex Smoothing Therapy,
Torrance, CA 1-877-633-1717 www.sweisinc.com
15: Jane Iredale presents Advanced Artistry 303: The Art of Concealing,
Del Mar, CA 626.524.3437 ccase@janeiredale.com
16: The Studio presents Wella Art of Color Correction & Men’s
Wear Color & Cutting, Woodland Hills, CA 1-800-422-2336 www.
thestudioeducation.com
16-Mar.5: Westmore Academy of Cosmetic Arts presents Makeup
for Beauty, Fashion & Glamour, Burbank, CA 1-877-978-6673
MAY 2010
2: Beauty School Forum, Barristar Productions, Minneapolis, MN
www.barristar.com 800 SHOW-432
2-3: ABA Canada - Edmonton, Canada www.abacanada.com
2-3: BSG Cosmoprof Beauty presents Baltimore Fashion Focus,
Baltimore,MD www.fashion-focus.net
2-3: CCA Regional Stylz Symposium, Redding, CA 800-482-3288
www.the-cca.com
2-3: Intercoiffure Symposium, Miami Beach, FL intercoiffure.us
16-17: International Congress of Esthetics and Spa, Dallas, TX
1-800-471-0229 tradeshow@LNEONLINE.com
16-17 Empire’s Future Professionals Expo featuring Nick Arrojo and
his master Stylist team, Hershey, PA MastersOfBeauty@empire.edu
16-17: The Makeup Show NYC www.themakeupshow.com
16-17: Salon Spa Vision, Austin, TX www.salonspavision.com
16-17: ABA Canada - Vancouver, Canada www.abacanada.com
20-23: The Aesthetic Show, Las Vegas www.aestheticshow.com
23-24: Armstrong McCall Houston Fashion Focus, Houston, TX
www.armstrongmccall.com
JUNE 2010
6-7: Premiere Orlando, FL 800-335-7469 www.premiereshows.com
6-7: Premiere DaySpa Conference, Orlando, FL 800-335-7469
www.premiereshows.com
13-14: ABCH 2010 Energizing Summit, Los Angeles, CA (310)
547-0814 www.haircolorist.com
26: Nail Networking Event of the Smokies, Gatlinburg, TN
(270)799-3637
JULY 2010
17-19: Face & Body Spa and Healthy Aging Conference, San Jose,
CA www.faceandbody.com
18: 20th Annual North American Hairstyling Awards (NAHA 20), Las
Vegas, NV www.probeauty.org/naha 1-800-468-2274
18-19: Empire and ARROJO present Masters of Beauty Skills Certification
Program, Manhattan, NY MastersOfBeauty@empire.edu
18-20: PBA Symposium “Consumer Culture”, Las Vegas, NV.
1-800-394-5436 www.probeauty.org/symposium
18-20: Cosmoprof North America, Las Vegas, NV 1-800-557-3356
www.cosmoprofamerica.com
18-20: PBA Beacon, Las Vegas, NV 800-468-2274x117 www.
probeauty.org/symposium/beacon
25-26: California Cosmetology Association 81st Annual Convention,
Manhatten Beach, CA www.the-cca-com 800-482-3288
AUGUST 2010
7-10: Bronner Bros. Mid Summer International Hair and Beauty
Show, Atlanta, GA, www.bronnerbros.com
22-23: Empire and ARROJO education present Masters of Beauty
Skills Certification Program, Philadelphia, PA MastersOfBeauty@
empire.edu
16-Mar.26: Westmore Academy of Cosmetic Arts presents Makeup
for High Fashion, Print & Photography, Burbank, CA 1-877-978-6673
16-May 7: Westmore Academy of Cosmetic Arts presents Makeup
for Motion Pictures & Television, Burbank, CA 1-877-978-6673
18: The Studio presents Wella Global Vision Cutting 2010, Woodland
Hills, CA 1-800-422-2336 thestudioeducation.com
20-21: Westmore Academy of Cosmetic Arts presents Retro Hair
Styling 1950’s & Fantasy Makeup, Burbank, CA 1-877-978-6673
21: Set-N-Me-Free Body Wrapping Seminar, Costa Mesa, CA
1-800-221-9727
21: Grace Albert Aesthetics presents Body & Female Brazilian Waxing,
Los Angeles, CA 1-888-688-BROW www.perfectbrow.com
21-22: The Doves present Cut & Color Connection, Santa Monica,
CA www.thedovesstudio.com
21-22: Malys presents Michael Cole’s Step Up! Fast Track to
Wealth, Long Beach, CA www.malys.com 1-800-446-2597
21-24: Strategies presents The Strategies Incubator at the Institute
of Esthetics & Cosmetology, San Francisco, CA 1-800-417-4848
X202 www.strategies.com
22: People in Beauty present Brazilian Keratin Treatment by Marcia,
Encino, CA 1-888-783-6910 andi@peopleinbeauty.com
22: Grace Albert Aesthetics presents Male Brazilian Waxing & Brow
Design, Los Angeles, CA 1-888-688-BROW www.perfectbrow.com
22: Smooth Skin Supply presents Waxing 101 Free Online Class
- (877)473-1032 www.smoothskinsupply.com
23: The Studio presents Wella Global Trend Color 2010, Woodland
Hills, CA 1-800-422-2336 www.thestudioeducation.com
27-28: Westmore Academy of Cosmetic Arts presents Retro Hair
Styling 1960’s, Burbank, CA 1-877-978-6673
28: Grace Albert Aesthetics presents Body & Female Brazilian Waxing,
San Diego, CA 1-888-688-BROW www.perfectbrow.com

WHAT’S NEW IN THE MARKET
1. Advanced Technology Meets Value
JKS International is adding another value to the beauty industry with a one-inch professional
100% advanced ceramic flat iron for less than forty-dollars. The JKS Ceramic Iron features 100% solid
ceramic plates with adjustable temperature control up to 450-degree F. The body style is easy and convenient
for hand-operation and the 360-degree swivel cord with hang up loop will never tangle.
Whatever you envision for your canvas, you can achieve it with JKS International: cream colors
and developers, bleaching powder, shampoos, conditioners, styling and finishing products. From start
to finish, JKS International products keep hair restored with supercharged anti-oxidants in vitamin
enriched formulas. For information call 1-877-JKSUSA2 or visit jksusapro.com
2. Forever Natural Polytech for Natural Nails
Through advancements in technology comes the next generation of nail care products, polytechs.
Polytechs are thinly brushed over the natural nail, and then cured under a UV light. They offer the
natural nail unmatched strength, while remaining flexible and completely natural feeling. Women that
could never grow their own nails will now be able to. Women who apply nail polish only to see it chip
in a few days will now be able to wear nail polish two to three times longer. The results look and feel
similar to any natural manicure but provide unparalleled adhesion and durability.
Forever Natural is the first brand being launched in the Polytech category. Forever Natural represents
an entire new category of nail care. Results are instant and clients will be willingly to pay extra for
this new service. However, with the cost at just under a dollar per application, manicurists can add huge
value to their manicures without raising prices. And if one takes into account the need to eliminate base
coats and ridge fillers, actual costs are only pennies more per application.
Forever Natural is available through The Industry Source, 800.362.6245 or theindustrysource.com.
3. Graham Beauty Answers the Call for Safer Beauty
Graham Beauty is introducing SalonFit® Free Vinyl Gloves to stay in step with requests for options
for safer vinyl gloves. Prompted by regulations found in California’s Proposition 65 pertaining to
levels of harmful phthalates found in products, including vinyl gloves, Graham Beauty is launching a
new vinyl glove that is manufactured without the use of those harmful phthalates.
Through extensive investigation, Graham Beauty found that while DEHP is the most commonly
known phthalate, there are other derivatives also known to be harmful such as DIDP. According to
Graham Beauty Marketing Manager, Dan Hnilicka, many glove suppliers may not be aware of, or
recognize, these other derivatives.
“It’s important for consumers to question a claim such as “phthalate-free” or “DEHP-free,” said
Hnilicka. “Products with such claims may still contain a phthalate derivative like DIDP.”
“SalonFit Free Vinyl Gloves are a safe, high-quality alternative to regular vinyl gloves,” said
Hnilicka. For more information about SalonFit Free Vinyl Gloves visit www.grahambeauty.com.
4. Wax Uses Nourishing Blend of Natural Ingredients
Rica Wax does not rely on resin as a base material. The superior waxes use a patented vegetable oil base
that works together with glyceryl rosinate for just the right balance of removal of more hair with less pain.
The range of waxes includes Rica’s original water soluable jar wax, a 100 percent natural wax that
has excellent grip and leaves a clean finish with no sticky residue. The wax contains natural ingredients
such as lemon juice and sugar with hypoallergenic properties that actively reduce redness.
Rica’s premier fruit waxes, include such flavors as Banana, Coconut and Strawberry Liposoluble
Wax for all skin types and Orange, Lemon and Green Apple for sensitive skin. White Chocolate and
Olive Oil Waxes are available for dry skin as well as is an Almond, Azulene, Milk and Aloe Vera for
sensitive skin along with Titanium, Honey and Clorophyll for all skin types.
The use of vegetable oils in Rica waxes provide a nourishing, moisturizing effect on the skin;
titanium dioxide creates a creamy texture and the inclusion of natural plant extracts and essential oils
provide restorative and aromatic affects.
For more information on Rica products call 404/459-7058 or visit www.ricagroup.com.
5. Ultimate Flattop Comb for Barbers and Stylists
The flattop is a classic mans haircut that is still worn by many men and servicemen but very difficult
to execute quickly and efficiently without the proper instrument. “The Original” Tablehead
Flattop Comb is a balanced, comfortable, easily visible comb that slides smoothly through any type or
texture of hair to give a perfectly clean and sharp flattop requiring very few repeated steps.
The Tablehead Flattop Comb is a full 9 inches long with a comfortable, ergonomic handle. It’s
versatile design is perfect for any type of level cutting needs and it is great for beard trims too.
Once you try this comb not only will it make doing flattops simple and quick, but, you will soon
discover it can be used for many other styling applications as well. For more information visit www.
tablehead.com or call (530) 282-0740
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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.
CALIFORNIA STYLIST & SALON | FEBRUARY 2010 | 1