February - Stylist and Salon Newspapers

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• disability Specialty Equipment Facial Bed with Face Slot Model #8080 $229.00 White or Black vinyl colors only We’ll meet or beat anybody’s price! We also carry: • Salon Furniture • Manicure Tables • Waxing/Massage Tables • Shampoo Bowls • Children’s Hair Cutting Chairs • Skin Care Equipment • Spa Equipment • New & Used Equipment All-Purpose Hydraulic Styling Chair w/headrest Model #965 Black vinyl only $399.00 Omaha $145.00 Black vinyl only 12 | FEBRUARY 2010 | CALIFORNIA STYLIST & SALON inding a Health Insurance Plan and starting a Retirement FSavings Program can be a real source for worry for many cosmetologists. Not any more! Shampoo Chair Model #6010 Black vinyl only $169.00 Duke Model #2005 “The Best Looking Barber Chair” $850.00 Black vinyl only Best Rates on Individual & Salon Professional Liability and Workers Comp. Support your career as a Professional Cosmetologist on a local & state level. Join (or renew) membership in the NEW CCA today! www.fortierinsurance.com • www.the-cca.com BUYU Y DIRD IRECE CTT AN D SAVE! ! Santa Fe Styling Chair Model #STY-A2 Black Vinyl Only $198.00 Crystal Styling Chair Model #STY A-21 $189.00 Black vinyl only 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. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com
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. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com Trim Your Rate Today! The Best Credit Card Equipment FREE! Plus Rates Starting At 1.19% You’ve Earned Your License NOW LET YOUR LICENSE WORK FOR YOU! Estheticians Pharmacology Research Institute offers a FREE 4 HOUR SKIN-CARE WORKSHOP using Money Making Strategies to help you build a competitive edge with a solid foundation in esthetics. Let us show you how “Money Can Really Grow from Trees” A company with a history of 55+ years experience in Professional Botanical Skin Care Treatments along with Home Care Products from FANIÉ International info@fanie.com • www.fanie.com 8 FARADAY, SUITE A, IRVINE, CA 92618 Call For More Information 1- 800-441-3264 As and extra plus ask about our special California Cosmetology Associaton registration form and join our prestigious professionals with many special continuing education offers & more. VeriFone V x 570 Advanced Payment Solutions is a registered ISO/MSP of HSBC Bank USA, National Association, Buffalo, NY *Free Terminal placement, some restrictions apply. Contact an APS representative for details. MEMBER CALIFORNIA STYLIST & SALON | FEBRUARY 2010 | 13 *
Page 2 and 3: California Stylist & Salon Volume X
Page 4 and 5: In this issue... 5 7 10 Beauty Busi
Page 6 and 7: Learn Beauty Secrets from Top Makeu
Page 8 and 9: Preece & Toff Opens in Santa Monica
Page 10 and 11: Day Spa Expo and Business Forum The
Page 14 and 15: How to Avoid Complaints The Board o
Page 16 and 17: CANOGA PARK, CA ~ HAIRSTYLIST STATI
Page 18 and 19: Indifference: When “I Don’t Car

February - Stylist and Salon Newspapers

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