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MODERN SALON Media 2016 Programs, Specs and Calendars for print, digital and social
We’ve
2016 MEDIA KIT
MODERNSALON.COM
BESTREACHStylists, owners, students and distributors
frequency!MODERN delivers more
content, more often
CUSTOM SOLUTIONS
MODERN innovations at your service
#1 focus and
benefit
EngagingCONTENT
across all platforms
is our
Coveredgot you
MODERN SALON | SALON TODAY | FIRST CHAIR | MEMO | TEXTURE | PROCESS | HEALTHY HAIRDRESSER
DIGITAL INNOVATION | CUSTOM SERVICES | SPECIAL ISSUES | EDUCATION | SHOP MODERN SALON
MEDIASALON
Hair: Detra Smith | Photography: Roberto Ligresti | Makeup: David Maderich | Fashion styling: Rod Novoa, assisted by Dennis Pinto
»MODERN SALON Media has you covered in 2016
To get your message out to the salon world, you need
a media partner who “gets it.” Gets the passions of the
stylist, the salon owner, the student.
MODERN SALON Media gets beauty
We get your challenges, and we have solutions.
We keep getting work done
Just like beauty trends, MODERN keeps evolving.
We’re constantly adding and updating our products
and giving you more marketing options.
The rest of the story
Great peer-to-peer content is our first step in ensuring
the best engagement across all MODERN brands in
print, digital and social. We also deliver the best reach,
frequency, customization and service. It’s a simple
strategy, but beautifully effective.
WHATEVER YOU NEED, MODERN HAS IT COVERED
Buzz Salon, Iowa City, Iowa, SALON TODAY, June 2015
Hair: Detra Smith,artistic director Hot Tools
Photography: Roberto Ligresti
Hair: Katie MansellePhotography: Cole + Rian
Design HouseMakeup: Heather Barnett
Hair: Karen BatchelorPhotography: Roberto Ligresti
MODERN COVERS
PROFESSIONAL BEAUTY
AND CONNECTS BEAUTY
PROFESSIONALS BETTER
THAN ANYONE ELSE. OUR
RESULTS AND MARKET
SHARE PROVE IT.
MODERN SALON Media’s reach is better,
stronger and smarter than any competitor.
Whether you need to connect with stylists, top
salon owners, students, distributors—or all of
the above—MODERN SALON Media delivers
the audience and engagement you need.
We go where you need to grow
MODERN is the only salon media company
that offers a full range of products and plat-
forms to allow you to completely cover and
saturate the market, or choose to focus on
a narrow segment of it.
MODERN’S REACH TAKES YOU FURTHERPRINT: 104,000
audited subscribers
FREQUENCY: Monthly, 12x
ONLINE: modernsalon.com; exceeding 700,000 unique visitors monthly
DAILY E-LETTER: 50,000+ subscribers
SOCIAL: industry-focused, growing communities on Facebook, Instagram, Pinterest, Twitter and YouTube
PRINT: 20,000, sourced from top tier revenue salons
FREQUENCY: 9x with 3 double issues, (Jan/Feb, July/Aug and Nov/Dec)
ONLINE: salontoday.com
WEEKLY E-LETTER: 18,000 subscribers
SOCIAL: The business conversationcontinues on Facebook and Twitter
PRINT: 50,000, distributed to students through AACS schools
FREQUENCY: Spring, Summer and Fall editions; 3x per year
CUSTOM EDITIONS: Cover branding or extra content options
DIGITAL: student-focused content on modernsalon.com
PRINT: 6,000+ receive extra demographic section
FREQUENCY: Monthly, 12x
ONLINE: MEMO content featured on modernsalon.com
E-LETTER:Twice monthly
PRINT: 104,000 MODERN SALON subscribers + bonus distribution at Premiere Orlando
FREQUENCY: Annualinsert (June MODERN) and year-round, multi-platform resource
ONLINE: Texture microsite on modernsalon.com; consumer impressions on NaturallyCurly.com
E-LETTERS: Texture Thursday campaigns
DIGITAL EDITION: Promoted year-round
PRINT: 104,000 MODERN SALON subscribers + bonus distribution at America’s Beauty ShowFREQUENCY: Annual insert (March MODERN) and year-round, multi-plat-form resource; monthly column in MODERNONLINE: Healthy Hair-dresser microsite on modernsalon.comWEEKLY E-LETTERS: HH Tuesday campaignsENGAGEMENT: Monthly Healthy Hairdresser ChallengeDIGITAL EDITION: Promoted year-round
memo
STYLISTS, OWNERS, “THE INDUSTRY”
TOP-PRODUCING, BUSINESS- FOCUSED SALON OWNERS
STUDENTS AND NEWLY LICENSED PROFESSIONALS
DISTRIBUTORS AND MARKET LEADERS
STYLISTS AND SALON OWNERS BUILD “CURL CONFIDENCE”
WELLNESS AND CAREER SURVIVAL FOR SALON PROS
HOLIDAY
PRINT: 200,000
FREQUENCY: Annual 13th issue of MODERN mails separately mid-August
ONLINE: Featured on modernsalon.com and CosmoProf digital and social sites
DIGITAL EDITION: Featured throughout holiday buying season
BY INVITATION ONLY
MODERN SALON REACH PLUS COSMOPROF/ARMSTRONG
MCCALL DISTRIBUTION
spring 2015
modernsalon.comA MODERN SALON PUBLICATION
A Starter’s Guide to a Beautiful Career
SHIFTING GEARS
FROM STUDENT TO PROFESSIONAL
Resume writing,interview tips and
building your portfolio
How $5 add-ons can equal big bucks
Getting the perfect shot for your portfolio
8 little changes to live more joyously
FC_Cover_Spring2015 FINAL.indd 1 2/19/15 9:50 PM
MODERNSALON.COM/TEXTURE
Special Resource & Guide
40+ Product CocktailsStyling creativity for every curl shape
WHAT’S HER TYPE?CLIENT CONCERNS AND SOLUTIONS
Lifelong LearningResources and advanced education
SALON GUIDE TO
2015
texturetransformed✓ Tips, trends and techniques
on cutting
✓ Consultation pointers
✓ Color formulas, tools andapplication
✓ Detangling, smoothing andfrizz reduction
CURLCONFIDENCE
FC_Texture_June15.indd 1 5/7/2015 12:06:44 PM
MODERN SALON 1
SEP 2014 memo BEAUTY MARKET
NEWS FOR DISTRIBUTORS, SUPPLIERS & INDUSTRY LEADERS
BEAUTY BUZZ INDEX Brands Making the News
Get your people and
brands featured in MODERN
SALON’s MEMO!
FEATURED IN THIS ISSUE• Alterna• American Association
of Cosmetology Schools
• Aveda• Beauty Changes
Lives• Beauty Systems
Group• Belvedere• Blo• CND• ColorProof• Conair• Cosmetologists
Chicago• CosmoProf• Crazy Color• Davines• DePasquale Co.• DryBar• Essie• Fisk Industries
• Hairdreams• HCT Packaging• Helen of Troy• Henkel• jcp salons• Joico• JRA and Associates• Kao Corp.• Kenra• Keune• The Kirschner Group• L’Oréal Professional
Products• Macadamia
Natural Oil• Matrix • Medinail Learning
Center• NovaLash• NYX• Obliphica• OPI Nail• Orly
• Pivot Point International
• Pravana• Professional Beauty
Association• Redken• Revlon Professional• Rusk• Sally Beauty Supply
LLC• The Sam Villa
Company• Sexy Hair• Skin Authority• Sola Salon Studios• Sprayco• Sundial Brands• Toly• Unite• Vi Nelson &
Associates• Wella North America• Zotos International
6Send your beauty market news and notes to West Coast Markets Editor Anne Moratto [email protected]
8
16»
M01-24_MEMO_MS092014.indd 1 8/27/2014 7:04:12 PM
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LET ITGROW!Sales-boosting
innovations in styling, color,
nails and tools
HOLIDAY 2014
SALONHOLIDAY
SocialSeason
Build buzz, drive biz with online ideas
ON THECOVER
Freeze, baby! Luis Alvarez of
Aquage creates cool options for
Holiday 2014
MAKE YOUR
LIST Stock up on gift kits and special editions
Merry BrightAND
Delight clients with bold new beauty trends,
techniques and tips.
COLD OUTSIDE,HOTIN-SALONPrep for winter with soothing services and problem-solvers
ONE BUY
WITH MODERN
GETS YOU EVERY
PLATFORM AND
EVERY AUDIENCE
SEGMENT
YOU NEED
Hair: Rocky VitelliPhotography: Roberto Ligresti
Grooming: David MaderichFashion styling: Rod Novoa,
assisted by Dennis Pinto
PRINT: Reaches theentire Modern Salon,Salon Today andSchool audience
FREQUENCY: Annual insert mails in October
ONLINE: Featured on modernsalon.com and social sites
DIGITAL EDITION: Promoted year-round
DATA-BASED COLORCONFIDENCE
Our numbers don’t lieMODERN SALON Media produces more
content and distributes it to more salon industry professionals than anyone:
PRINT more than 1,930,000 maga-
zines delivered annually
DIGITAL EDITIONS: more than 5.5 million
page views
SOCIAL: more than 750,000 followers across our vibrant and diverse
platforms
E-LETTERS:More than 18 million deployed
annually (to specific communities)
ONLINE: fastest growing website network
(exceeding 700,000 unique visitors monthly)
VIDEO: industry leader with 3.1million views of original
MODERN videos
»Whoever and however far you need to reach,MODERN SALON Media has you covered
MODERNSALON.COM/TEXTURE
Special Resource & Guide
40+ Product CocktailsStyling creativity for every curl shape
WHAT’S HER TYPE?CLIENT CONCERNS AND SOLUTIONS
Lifelong LearningResources and advanced education
SALON GUIDE TO
2015
texturetransformed✓ Tips, trends and techniques
on cutting
✓ Consultation pointers
✓ Color formulas, tools and application
✓ Detangling, smoothing and frizz reduction
CURLCONFIDENCE
FC_Texture_June15.indd 1 5/7/2015 12:06:44 PM
spring 2015
modernsalon.comA MODERN SALON PUBLICATION
A Starter’s Guide to a Beautiful Career
SHIFTING GEARS
FROM STUDENT TO PROFESSIONAL
Resume writing,interview tips and
building your portfolio
How $5 add-ons can equal big bucks
Getting the perfect shot for your portfolio
8 little changes to live more joyously
FC_Cover_Spring2015 FINAL.indd 1 2/19/15 9:50 PM
»When you need to make a strong impression,MODERN SALON Media has you covered
More content, more quality
To make sure your story gets told, your events are covered
and your products are featured frequently across all these
platforms, MODERN has the largest and most productive
content team in the market. All develop salon-relevant
coverage in “real time” to ensure your products and news
are always trending.
MONTHLY, MARKET-LEADING, MASS MAGAZINE
(MODERN SALON)
NICHE MARKET TITLES ON REGULAR SCHEDULE
(SALON TODAY, FIRST CHAIR, TEXTURE, PROCESS,
HEALTHY HAIRDRESSER)
E-LETTERS (MODERN SALON,
SALON TODAY, MEMO,HEALTHY HAIRDRESSER,
SOLO ARTIST)
HUNDREDS OF ORIGINAL ONLINE ARTICLES POSTED
MONTHLY
1,000+ ORIGINAL SOCIAL
MEDIA POSTS MONTHLY
To influence beauty decision makers,
it’s important to get your message in front of them often
and regularly. MODERN SALON Media connects with
salon professionals more consistently both in print and
online, than any other professional beauty media source.
No one else delivers this complete of a package or as
many touchpoints:
AT MODERN, FREQUENCY COUNTS
HC Studio, Brookline, MA, SALON TODAY, June 2014
AS THE FREQUENCY
LEADER, MODERN OFFERS
MORE OPPORTUNITIES TO
TELL AND REINFORCE
YOUR BRAND STORY.
JUNE 2015
SALONTODAY.COM A MODERN SALON PUBLICATION
Urban Treehouse
In her reimagined Buzz Salon, Jodi Connolly creates a retreat by encasing the salon’s mezzanines in glass, giving clients a unique perspective on their world.
THE SHOPPING
GUIDETips & Tricks from
Salon Design Experts
2015 SALONS OF THE YEAR ISSUE
PERFORMANCE ART20 Salon Designs SpotlightThe Artistry of Hair
Urban BUILDING AN
FC2_ST_June15.indd 1 6/1/2015 9:37:16 AM
WHO WILL BUY YOUR PRODUCTS?
THE PROFESSIONALS WHOENGAGE WITH OURS!
MODERN SALON Media provides
marketers with innovative and targeted opportunities for promotion,
contests, special-impact sections, sponsored content and more.
Stay connected, get focused
MODERN SALON Media stays connected
to salon professionals throughout their careers.
MODERN SALON magazine and modernsalon.com
are resources for every salon audience segment, but
no other media group also offers a complete mix of
dedicated content and communities targeted to:
BUSINESS-FOCUSED, LEADING SALON OWNERS (Salon Today)
STUDENTS AND NEWLY LICENSED PROFESSIONALS (First Chair)
CHAIN SALONS, DISTRIBUTORS AND INDUSTRY LEADERS (MEMO)
CHAIN SALON GROUPS (through custom programs)
CREATIVE ARTISTS/STYLISTS (Artist Session)
SCHOOL OWNERS (Excellence in Education program)
PROFESSIONALS FOCUSED ON PERSONAL WELLNESS (Healthy Hairdresser initiative)
NATURAL HAIR/CURL SPECIALISTS (Texture! collaboration)
COLORISTS (Process program and special sections)
RECOGNITION-FOCUSED OWNERS (Salon Today 200, Salons of the Year, S.T.A.M.P Marketing awards)
SUITES AND SELF-EMPLOYED STYLISTS (Solo Artist and special sections)
AS BEAUTY CAREERS EVOLVE, MODERN COVERS EVERY PATH
»Whatever conversation you need to have,MODERN SALON Media has you covered
Photography by Roberto Ligresti for MODERN SALON Artist Session
Hair: John C. SimpsonPhotography: Roberto Ligresti
Makeup: David Maderich forcamerareadycosmetics.comFashion styling: Rod Novoa,
assisted by Dennis PintoNails: Amanda Smith
MODERNSALON.COM/TEXTURE
Special Resource & Guide
40+
Product CocktailsStyling creativity for
every curl
shape
WHAT’S HER TYPE?
CLIENT CONCERNS
AND SOLUTIONS
Lifelong LearningResources
and advanced
education
SALON GUIDE TO2015
texturetransformed✓ Tips, trends and techniques
on cutting
✓ Consultation pointers
✓ Color formulas, tools and
application
✓ Detangling, smoothing and
frizz reduction
CURLCONFIDENCE
FC_Texture_June15.indd 1
5/7/2015 12:06:44 PM
Exciting changes keep happening at MODERNAnd your brand can be part of them all.
The best in beauty
Salon professionals trust MODERN SALON to
connect them to the best info on the latest head-to-
toe beauty trends, services and products. MODERN
SALON is the respected industry leader and the flag-
ship of the MODERN SALON Media communities.
Engaging content creates opportunities
Your message in MODERN reaches a quality audi-
ence and is immersed in valued content that informs
and educates salon pros on how and why to use your
products. Our content team collaborates with your
educators and leaders to craft exclusive step-by-step
education, unparalleled event coverage, timely trend
reports and product news.
Keeping it real
MODERN does what salon professionals do: cut hair,
specialize in color and cover a full range of profes-
sional services—texture, extensions, nail care, skin
care, men’s business and more. And with every online
article, social post and page of the magazine, we
showcase and demonstrate the products and tools to
help salons best meet clients’ needs.
MODERN COVERS THE TRENDS THAT MATTER
Our formula and technique
The MODERN team knows what salon profes-
sionals want: how-to education, creative inspira-
tion, opportunities for collaboration, and valida-
tion of their work and passion. Our commitment
to engaging, peer-to-peer and user-generated
content is how we deliver.
With a balance of industry expertise and new
generation media leaders, MODERN’s content
team is always on top of the trends.
»When you need to engage salon professionals, MODERN SALON has you covered
DID YOU KNOW?...MODERN SALON is the ONLY salon media audited by the Alliance for Audited Media—the same agency that audits Vogue, Harpers and other consumer beauty media.
Hair: Daniel Roldan assisted by Vicky Yeremchuk | Photography: Roberto Ligresti | Makeup: David Maderich for MAC Cosmetics Fashion styling: Rod Novoa assisted by Dennis Pinto | Nails: Amanda Smith
audience: Salon professionals
reach: 104,000 audited print subscribers700,000+ online visitors monthly
frequency: Monthly in printDaily online, eletters, social
?
ONLINE OPPORTUNITIES MODERN’s responsive-format website increases engagement and offersexciting new sponsored, promoted and native content programs
THE BEST OF TEXTURE! MODERN’s popular curl market collaboration with Texture Media, Inc. and consumer site NaturallyCurly.com is evolving into an annual, expanded guide and year-round online resource
HEALTHY HAIRDRESSER MODERN’s industry advocacy including an interactive, sponsored “challenge” series and career sustainability guideto help salon professionals take better care of themselves
PROCESSMODERN’s data-driven content provides the ultimate color resource
JUNE 2015
SALONTODAY.COM A MODERN SALON PUBLICATION
Urban Treehouse
In her reimagined Buzz Salon, Jodi Connolly
creates a retreat by encasing the salon’s
mezzanines in glass, giving clients a unique
perspective on their world.
THE SHOPPING
GUIDETips & Tricks from
Salon Design Experts
2015 SALONS OF THE YEAR ISSUE
PERFORMANCE ART20 Salon Designs Spotlight
The Artistry of Hair
Urban BUILDING AN
FC2_ST_June15.indd 1
6/1/2015 9:37:16 AM
SALON TODAY MEANS BUSINESS FOR TOP SALONS
»
Reach the 20 percent
SALON TODAY is the professional beauty
industry’s ONLY business- and technology-focused
media brand and community. The owners and
managers of the 20,000 top-producing independent
salons doing 80% of the business. They count on
SALON TODAY to connect them to market-leader
ideas and peer-based conversations on best practices.
And to companies that want to be strategic partners
in growing business.
Connect in an exclusive environment— in print, digital and social
SALON TODAY’s focused content and platforms
create unique opportunities for you to communicate
to top salons the benefits of doing business with
your company. Through ads, editorial support and
sponsored content options, you can showcase brand
loyalty programs, spotlight special marketing solu-
tions, introduce retail tools, profile best customers
and much more.
Change the conversation
SALON TODAY is a perfect complement to a
MODERN SALON buy. Through MODERN you
reach both the owner and the stylist to make your
brand impression and share product news. You
connect purposefully with the industry’s leading
decision makers and promote your business
programs, technology innovations, and partner
benefits through SALON TODAY.
When you want to partner with leading salons, SALON TODAY has you covered
SALON TODAY produces a range of “must-read” special issues and recognition programs celebrating smart business practices of successful salons. These are referenced year-round online and in print, with expanded content available via SALON TODAY’s web site, e-letters and social networks.
SALON TODAY 200• 2016 honorees profiled: Jan/Feb 2016• 2017 applications available:
June 2016 on salontoday.com• 2017 applications due: August 31, 2016
SALONS OF THE YEAR• 2016 applications available:
November 2015 on salontoday.com• 2016 applications due: January 31, 2016• 2016 honorees profiled: June 2016
2016 S.T.A.M.P. (Salon Today Annual Marketing and Promotion awards)• Honorees profiled: September 2016• 2016 applications available:
March 2016 on salontoday.com• 2016 applications due: May 31, 2016
TECHNOLOGY GUIDE• Annual issue and resource:
July/August 2016• Submissions due: May 20, 2016
CONSULTANTS GUIDE• Coaches and consultants profiled:
November/December 2016• Sponsored profiles due:
September 25, 2016 CUSTOM EDITIONS• By invitation only
Photography: Parish Kohanim
audience: Salon owners and managers
reach: 20,000 top-producing salons
frequency: 9 times per year in printDaily online and socialTwice weekly eletters
Build your brand’s future
FIRST CHAIR is the salon industry’s only media
platform and community crafted exclusively for
cosmetology students and recently licensed salon
professionals. The program includes content-rich
print guides published three times a year, plus
digital editions, all produced in cooperation with the
American Association of Cosmetology Schools.
Good salon habits start here
A “starter’s guide to a beautiful career,” FIRST
CHAIR helps students transition to salons, by
complementing a school’s curriculum with extra
support on life skills and salon business education.
Topics range from scouting salons, personal finance,
consultation skills, building a portfolio and more.
A firstchair.com section on MODERN’s site makes
it easy to find more content just for new talent.
FIRST CHAIR IS WHERE THE CONVERSATION STARTS
Hook and hold
FIRST CHAIR keeps the student body involved
across print and digital media. New professionals
actively post work to Stylist Submissions on
modernsalon.com, as well as across our social
platforms. Through FIRST CHAIR, they are
pointed toward a world of opportunities with
sponsors, potential employers and the MODERN
SALON community. Advertise year-round to
constantly connect with a new crop of beauty
professionals at different points in their journeys!
»When you want to influence new stylists, FIRST CHAIR has you coveredHair: Damien Carney | Color: Sue Pemberton, assisted by Stella Livoti | Photography: Roberto Ligresti
Spring 2016GETTING HIREDTOPICS | Job-hunt, interview and
salon-scouting skillsCLOSING: 01/04/2016MATERIALS DUE: 02/12/2016
Summer 2016REAL-WORLD SKILLSTOPICS | Budgeting, time-
management and work-life balanceCLOSING: 05/02/2016MATERIALS DUE: 05/23/2016
Fall 2016CAREER DEVELOPMENTTOPICS | How to present (on stage,
in a class, to a potential employer
and in front of your client)CLOSING: 09/01/2016MATERIALS DUE: 09/19/2016
In Every Issue
spring 2014
A Starter’s Guide to a Beautiful Career
FIRSTCHAIR.COM
A MODERN SALON PUBLICATION
HOW do
I do that?!
Getting started on choosing
a specialty, making more money,
opening your own salon and
even launching
a product line
.com
How industry icons
got their big break
A day in the life of
a hair extensionist
Expert advice for success
FC_Cover_Spring2014.indd 3
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audience: Students and new professionals
reach: 50,000 print through AACS schoolsplus digital edition, online section and social
frequency: 3 times per year in printDaily online and social
SCHOOL OWNERS AND EDUCATORS read and use First Chair content and
participate in our Excellence in Education program
spring 2015
modernsalon.comA MODERN SALON PUBLICATION
A Starter’s Guide to a Beautiful Career
SHIFTING GEARS
FROM STUDENT TO PROFESSIONAL
Resume writing,interview tips and
building your portfolio
How $5 add-ons can equal big bucks
Getting the perfect shot for your portfolio
8 little changes to live more joyously
FC_Cover_Spring2015 FINAL.indd 1 2/19/15 9:50 PM
FIRST VIEW | How Industry Leaders Made It Big (and How You Can, Too!)
FIRST SKILLS | Cutting, Color, Nails, Skincare and Business—Master the Skills
You Need to Build Your Own Clientele
TIPS FROM THE TOP | Advice To Hit The Ground Running
.com
summer 2014
FIRSTCHAIR.COM A MODERN SALON PUBLICATION
A Starter’s Guide to a Beautiful Career
The prep, the plan, the big day
Your hairstrology horoscope
Getting over the fear of selling
It’s in the Stars
Retail Details
Your First Photoshoot
NAHA’s Newest Talent See the work of the Student fi nalists
Clear Skies Ahead
Create a post-grad plan now to ensure you’re set for success!
Year-round, multi-platform program
MODERN SALON’s Healthy Hairdresser also
includes the Healthy Hairdresser Tuesdays eletter,
the monthly column in MODERN SALON, a col-
laboration with City of Hope Healthy Hairdresser
research and a Healthy Hairdresser resource cen-
ter and archive on modernsalon.com.
92 MODERN SALON / June 2015
hat week early November 2014 was supposed to be one of the best of her life, but Jenni Burke, co-owner of The Head Shoppe in Lower Sackville,
Nova Scotia, doesn’t even remember it. The birth of her second daughter had gone as planned: a C-section followed by the bonding of a healthy mother and child. Two days after they came home, however, Burke didn’t feel well. Her husband rushed her to the emergency room, where the doctors determined that, despite being just 34 years old and in otherwise good health, Burke was having a stroke.
Although most stroke patients are decades older than Burke, 28 per-cent are under age 65. Young stroke
patients are more likely to dismiss symptoms and not seek treatment and to be misdiagnosed when they do seek treatment. This is unfortunate, because being treated within the first three hours with clot-busting medica-tion improves the prognosis after an ischemic stroke, which is caused by a clot that blocks blood flowing through an artery on its way to the brain.
Burke’s stroke was the second, rarer type—hemorrhagic, caused by blood leaking from an artery or burst-ing through a ruptured artery, result-ing in too much pressure on the brain and possibly damage to the brain cells. After successful brain surgery to stop the leak, doctors put Burke in an induced coma. When she was brought
out of it, she didn’t know what had happened.
The stroke had severely impacted Burke’s left hand, arm, leg and foot. Her speech was a bit slurred at first, most likely because of the paralysis on the left side of her face. After two months of therapy in the hospital, Burke was transferred to a rehab facil-ity to continue her long climb back to what she hopes will be full mobility. Eventually she was permitted to spend weekends at home, and now she’s back at home and goes for both physical and occupational therapy twice weekly.
“When I arrived at rehab, I was in a wheelchair,” Burke says. “I couldn’t get into the bed by myself. It took a couple of weeks just to take my first
Body Disconnect
Watch our Healthy Hairdresser Tuesday
eletters for updates and inspiring stories from our
Healthy Hairdresser Challenge participants! Sign up at
modernsalon.com/healthy.
Salon owner Jenni Burke had two days at home to enjoy her new baby before a stroke sent her back to the hospital and on to an unexpected challenge.
BODY • SPIRIT • BUSINESSHEALTHY HAIRDRESSER
By ROSANNE ULLMAN
»
Anne Clark/Getty Images
092-96_HealthyHairdresser_June2015.indd 92 5/21/2015 9:00:33 AM
84 MODERN SALON / May 2015
ater, soap, haircolor
ingredients, bleach,
perm chemicals, preser-
vatives, fragrances, scissors,
hooks, clips. These are the
elements of your profession. Unfor-
tunately, this is also a list of culprits
that can cause hairdressers to de-
velop eczema and other sensitivities.
Hairdressers can develop an allergic
reaction after tolerating an allergen
for years. In Denmark, a hot spot for
scientifi c studies of hairdressers’ skin
issues, hand eczema accounts for 23
percent of hairdressers who leave the
profession for health reasons, second
only to muscular-skeletal issues, ac-
cording to the Research Centre for
Hairdressers & Beauticians in Copen-
hagen. Closer to home, 15 percent of
respondents to MODERN SALON’s
2014 Healthy Hairdresser Survey,
conducted in cooperation with
the City of Hope medical research
hospital (cityofhope.org), were at the
time dealing with skin sensitivities,
including dermatitis. Hand dermatitis
and wet work also can predispose you
to developing a yeast infection.
The practice of wearing gloves
when doing chemical services
has been an industry standard for
decades. When latex sensitivities
surfaced, non-latex gloves became the
go-to solution. Support your in-salon
work by wearing similar gloves when
you do wet work in your spare time
and warm gloves outside in cold
weather.
To ensure that your work gloves pro-
vide maximum protection, don’t forget:
• Dry your hands thoroughly before
putting on gloves.
• Get a good fi t—neither too tight
nor too loose.
• Never reuse disposable gloves.
• Try wearing cotton gloves
underneath nitrile, vinyl or
polyethylene gloves.
• Remove rings and bracelets.
• Any gloves can irritate—don’t
wear them longer than necessary.
• Try a gauntlet, extended-cuff style
to cover the wrist and prevent
splashing into the glove.
• Do not touch your face or any
bare skin with your gloved hands
once you’ve immersed them.
• Rinse gloves before removing them.
The Outer Layer
Watch our Healthy
Hairdresser Tuesday eletters
for updates and inspiring
stories from our Healthy
Hairdresser Challenge
participants! Sign up at
modernsalon.com/healthy.
Your skin is your shield. How well are you caring for it?
BODY • SPIRIT • BUSINESS
HEALTHY HAIRDRESSER
By ROSANNE ULLMAN
To be an Eyes on Cancer ambassador and teach the training program in your salon, click “Contact Us” at eyesoncancer.org.»
Rus
lanD
ashi
nsky
/Get
tyIm
ages
084-88_HealthyHairdresser_May2015.indd 84
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86 MODERN SALON / May 2015
HEALTHY HAIRDRESSER
Even hairdressers who make it a
habit to wear gloves when applying
bleach or haircolor can neglect to
put on a fresh pair when they later
go to rinse the color. That’s a critical
mistake, stresses Tom Porter, CEO
of Malibu C and author of You’re Not
Aging...You’re Just Oxidizing!
“Keep your gloves on while you’re
rinsing,” he says. “Otherwise, you’re
saturating your hands with chemicals
as you rinse the hair.”
Porter uses his first name, TOM,
as an acronym for Total Oxidation
Management. Managing oxidation is
key to protecting your skin, he says.
“Oxidation is the point when
too much oxygen creates a combus-
tion, even at its smallest spark in the
body,” Porter says. Oxidation causes
the loss of an electron, which leads
to the formation of free radicals, and
free radicals can lead to skin damage,
inflammation and other issues.
Sunburn is just one example of
oxidation. Haircolor, of course, is an-
other. Porter says. The Malibu C web-
site, at malibuc.com/oxidationquiz
includes a quiz, “How Fast Are You
Oxidizing?” He encourages all salon
professionals to take it and learn more
about oxidation issues.
In addition to wearing gloves,
Porter advises:
In the salon—Ventilate! “Chemi-
cals such as ammonia released in the
salon environment bond with other
chemicals to create new, oxidizing
compounds,” Porter says. “During the
summer, open your doors and win-
dows. Most air conditioners recirculate
the air so, at the very least, air out the
salon in the morning before you open
and in the evening after you close.”
At home—Many communities
add chlorine to the water, especially
during summertime, just when you’re
taking extra showers! “That’s why
people itch during the summer,” Porter
says. “If you don’t want to drink the
chlorine in your tap water, squeeze a
lemon into it. There’s enough ascorbic
acid in just a few drops of lemon juice
to remove the chlorine.”
Outside—Use an SPF15 sun-
screen, even on babies and children.
“The FDA has made it clear that
SPF15 is adequate for most people,”
Porter says. “It takes three times more
chemicals to increase the SPF from 15
to 30, and those chemicals can cause
free radicals. You also can use freshly
activated vitamin C as a sunscreen.
Vitamin C normalizes free radicals.”
Prevention is the first line of
defense, but if you’re already expe-
riencing skin issues or are looking
for other ways to prevent problems,
you can apply products that protect
your hands and skin. Parodi Profes-
sional Care, which next month will
launch a skin care line of products
specifically for salon professionals,
is planning to build a community of
Eyes on CancerHairdressing legend Jeanne Braa Foster’s latest
endeavor urges stylists to help fight melanoma.
May is Melanoma Awareness Month, which comes with four easy-to-remember
instructions: Slip, Slop, Slap, Wrap!
For hairdressers, Jeanne Braa Foster might add a fifth direction: gab. “If you
see something, say something,” she urges. In 2014, Foster and her husband,
Dr. Dean Foster, launched Eyes on Cancer (eyesoncancer.org), a nonprofit cancer
awareness organization that teaches beauty professionals to identify early-stage
skin cancer. The course is free and available online. The Fosters have another rule,
too: “Check yourself first!”
Braa Foster became celebrated in the industry as the educator always on
platform with Paul Mitchell. After Mitchell’s death, she educated alongside Robert
Cromeans. When she left the industry, she and her husband did missionary work
and worked on a ministry for cancer patients. It was another salon industry educa-
tion icon—Winn Claybaugh, who founded the Paul Mitchell school division—who
brought the need for skin cancer awareness to Jeanne and Dean Foster’s atten-
tion. They’ve approached dermatologists, who are enthusiastic about the idea.
“We’re first trying to reach salons through schools so it becomes a network,”
Braa Foster explains. “We want students to share the training with salon owners.”
Eyes on Cancer will email a card that you can keep at your station to provide a
visual that helps clients know what to look for on their family members’ skin.
“Melanoma has increased 300 percent in recent years,” says Dean Foster, a
medical professional and prostate cancer survivor who coaches prostate cancer
patients. “The medical industry is crying out for people to become more aware.
There are 3.5 million new skin care cases per year; 6 percent of melanomas are on
the back of the head and cause 20 percent of the fatalities. They’re hard to find, so
they’re found late. But when it’s caught early, melanoma patients have an 85 per-
cent five-year survival rate. Two months can make a difference in cure vs. no cure.
So having beauty professionals be able to spot it from the chair—that’s a big deal.”
Jeanne Braa Foster
and her husband,
Dr. Dean FosterSlip on a
shirt.
Slop on
sunscreen.Slap on a
hat.
Wrap
sunglasses.
»084-88_HealthyHairdresser_May2015.indd 86
4/21/2015 9:13:05 AM
SHOW YOU CARE WITH HEALTHY HAIRDRESSERShaping up beautifully in 2016
MODERN SALON’s Healthy Hairdresser program
to promote health, wellness and career survival for
salon professionals is growing—and your company
can get involved! A limited number of sponsorships
are available for a year’s worth of exposure and
benefits. Ask your sales manager for details.
Healthy Hairdresser Head-to-Toe Guide
This comprehensive, annual wellness supplement
will be inserted into March MODERN SALON
with bonus distribution at America’s Beauty Show
and other events.
MODERN SALON’S “Healthy Hairdresser Challenge”
Throughout the year, MODERN issues interactive
challenges with leading sponsors to salon profession-
als to help them sustain their career and wellbeing.
»When you want to support salon professionals, MODERN SALON Media has you covered
IT’S TIME HAIRDRESSERS
TAKE BETTER CARE OF
THEMSELVES! AS A HEALTHY
HAIRDRESSER SPONSOR, YOU
CAN HELP THEM SUSTAIN A
LONG, BEAUTIFUL CAREER.
DID YOU KNOW?...MODERN SALON’s Healthy Hairdresser initiative supports and collaborates with CITY OF HOPE, a salon industrypartner transforming the future of health.?
MODERN DIGITAL = GROWTH AND RESPONSE
Mobile-optimized, responsive design
Our platforms feature the latest in responsive
design technology, meaning visitors have a great
experience on any device, and MODERN sites will
continue with record-breaking increases in traffic.
Simple, social, smart
Our sites feature a simplified navigation that looks
and feels more like the social media communities
our MODERN audiences belong to and enjoy. They
especially love the improved visual presentation of
the popular how-to and portfolio sections.
Best content, better tools,more engagement
MODERN SALON Media sites have more
content than any other industry source. We’ve
added enhanced tools for community engage-
ment, commenting and social sharing.
Native advertising, your Brand Voice
MODERN’s platforms offer innovative spon-
sored options to embed your message directly
within our content formats. Ask your sales
manager for details. »When you need innovative digital media solutions, MODERN SALON Media has you covered
OUR CONTENT IS RESPONSIVE, AND EASILY
VIEWED ON A PHONE.
Advertising and custom content options available now!
YOUR ONLINE MESSAGE OPTIONS
Banner Advertising: 3 choices, one price!• TOP BANNER• RECTANGLE BANNER• SUPERSIZED BANNER
Native Advertising: your content on our sites• BRAND VOICE: your article (up to 1,000 words) • SPONSORED CONTENT: your image and message (50 words max)
Custom Eblast: your message sent directly to our digital audience
Brand Voice Eletter: An edition of MODERN SALON’s or SALON TODAY’s eletter devoted exclusively to your brand
Eletter Advertising• RECTANGLE BANNER• NATIVE ADVERTISING: your content in our eletter
SITE STATS:More than 700,000
salon professionals visit MODERN SALON sites monthly.
More than 80% do so from mobile devices. Responsive
design makes a beautiful difference!
MODERN SOCIAL ISALWAYS TRENDING
Click, post, share, repeat
With the fastest growing and broadest assortment
of social communities—across Facebook, Instagram,
Pinterest, Twitter and YouTube—MODERN SALON
is the social media leader in professional beauty. Our
vibrant platforms allow us to engage with dedicated
fans on a one-to-one, 24/7 basis. We’re always work-
ing to inspire, validate and educate the hundreds of
thousands of salon professionals who follow us.
User-generated content
MODERN editors have their fingers on the pulse
of social engagement. They apply their expertise to
encourage an unparalleled amount of sharing and
celebration of the techniques, trends, formulas, best
practices and artistry
of working salon pro-
fessionals. Our editors
curate this peer-to-peer
conversation, then con-
vert it to an interactive
showcase of talent across
all MODERN digital and
print platforms.
»When you want salon professionals to like your content, MODERN SALON Social Media has you covered
»SOCIAL CAMPAIGNS, CONTESTSHere are just a few of the ways your
brand can leverage MODERN’s social
media expertise and engagement, and
get involved with our communities:
CUSTOM CONTENT
PROMOTED POSTS
CUSTOM CAMPAIGNS AND CONTESTS
LIVE EVENT COVERAGE
EVENTS
GIVEAWAYS
ANNOUNCEMENTS
HOW-TO EDUCATION
COMPETITION ALERTS
PHOTO SHOOTS/COLLECTIONS
BREAKING NEWS!
Another highly visual platform and MODERN is THE professional beauty leader!
More than 37,000 followers
What’s better than reading about the latest trends in beauty? Reading about in in 140 characters or less!
MODERN’s Twitter communities have the highest following of any professional beauty media
More than 68,000 followers
At every industry event, MODERN editors are recording the action with video, sound and images. After uploading, we link and share through our websites, eletters and social media.
The most community supplied video
More than 2,000 original MODERN videos
More than 3,100,000 views
On this popular platform, MODERN remains the most active, relevant and engaged, with dedicated Facebook followers who share their work andcomments on our pages.
Our following has skyrocketed in the past 12 months!
More than 400,000 followers
Great opportunities for promoted posts and other special campaigns
Hairdressers are visual people, so MODERN focused on Instagram’s “life in pictures” platform. Much of our digital and print content comesdirectly from those who share and post with us through Instagram.
#MODERNSALON—thousands of hairdressers use this hashtag daily in the hope of getting published
#HAIRDRESSERMAGIC—More than 65,000 stylist-submitted images have been posted with this exclusive MODERN hashtag
More than 250,000 followers
FACEBOOK INSTAGRAM
PINTEREST TWITTER YOUTUBE
STARTER KIT
April 1 to April 30, 2015
contest
SHOW US YOUR UPDOS FOR A CHANCE TO WIN!
HOW?Start by uploading images of your best updos to ModernSalon.com/HUW-PRO. The top 10 finalists will be sent a HUW PRO Clip-in Extension Starter Kit (an $810 value!) to use in the final round.
GRAND PRIZEContest winner will join a HUW PRO educator on a MODERN SALON photoshoot AND attend a MODERN SALON Artist Session workshop in New York City (valued at more than $5,000)!
THE HAIRUWEAR PROFESSIONAL®
ENTER NOW
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See opposite for full details.ENTER NOW
HUW-Contest-FullPg.indd 1 3/11/2015 11:00:41 AM
60 May 2014 modernsalon.com
STYLE WATCH
Vintage VibeSalons set a trend with retro touches.
>>It was as if Jill Kuharic’s favorite brands customized their products for her.
“I’m ordering all of it,” Kuharic says in the Cosmo-Prof suite during America’s Beauty Show (ABS) as she admired a table showcasing promotions, repackaged tools and products created for CosmoProf’s Vintage Vibe, MODERN STYLE program. “We’ll stock all � ve of our stations, use the tools and then sell them at a discount to our clients. They love when we do that. If we use it, they buy it.”
The promotion � ts well with Kuharic’s salon, The Beehive in South Bend, Indiana, where the 1950s-60s vintage theme is carried out in the decor, logo and, of course, the name. The front room, which once served as a barber shop built onto a house, now welcomes The Beehive’s guests with a frequently changing selection of retail items.
“We’ve been talking about the new promotion, and the staff and clients are really excited,” Kuharic says. “We already retail some of the brushes and tools from the new promotion, and I love the lip glosses. The pack-aging and the colors are so perfect—these are going to pop off the shelves.”
Tapping into every salon’s timeless tradition, the Vintage Vibe promotion runs through May and June. Jeannine Adkins, � eld sales manager working with Paul Mitchell, re-ports that salons can have signage customized with their name.
“Order now,” she advises. “Get these promotions into your salon early to maximize the excitement.” See a complete collection of “Vintage Vibe, MODERN STYLE” products and trends in the special insert of this issue.
twitter.com/cosmoproffacebook.com/cosmoprofbeauty
SPECIAL SECTIONIN COLLABORATION
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COLD OUTSIDE,HOTIN-SALONPrep for winter with soothing services and problem-solvers
48 | JULY/AUGUST 2014 salontoday.com
THE 2014 SALON
TECHNOLOGY STUDY
ASKED & ANSWERED
Armed and Ready to ServeWe initiated the technology survey by querying beauty professionals about which technologies they used for salon business. Smartphones are the preferred weapon of choice, as 82% of owners reported having mobile phones with internet access, followed by 72% using personal computers; 62% accessing laptops; 52% bringing tablets to work and only 9% relying on phones with no internet access.
Mobility in ActionMuch like a personal assistant, salon owners are putting those mobile phones to work. The top four ways owners use their phones on a regular basis include texting (88%), accessing email (84%), accessing the internet (83%), and taking pictures (83%). Other reported uses included downloading/using Apps (73%) and reading email newsletters (51%). Only 4% of owners reported using their phones to receive and make phone calls only.
Bells and WhistlesWhen it comes to technology, we wanted to see how well today’s salons are equipped. Wireless rules, with 73% of owners reporting they made internet access available for staff, and 77% reporting they made it available for clients. Of the owners who responded, 65% said they had salon software/management systems, 37% had television available in client areas, and 10% incorporated paging systems for stylists.
Decision MakersWhen it comes to purchasing salon management software, what’s the most important criteria in the decision-making? Ease-of-Use with 42% of respondents was the landslide winner, with other ranking criteria including Compatibility with Existing Technology (16%), Cost (12%), Recommendation (10%) and Flexibility (10%). (10% of respondents checked “Other.” )
Just the Stats, M’amOf the owners surveyed, 95% reported they maintain a client database. Of those, 52% collect information through their salon software management system; 37% leverage a web-based program/App like Schedulicity; 15% rely on Notebooks/Notecards; 11% ask stylists to manage their own client data; 8% use a Microsoft Excel spreadsheet; and 3% rely on a Microsoft Access Database. Most owners tend to record quite a bit of information on their clients. Take a look at what they collect:
Features and BenefitsAppointment management continues to be beauty professionals’ most coveted feature of salon software management systems. Both owners/managers (59%) and stylists/colorists (64%) listed it as the number one benefit. Following, owners/managers selected Management and Reports/Goalkeeping as the second biggest benefit (18%), while stylists/colorists (14%) relied on software for Inventory Management.
What is the greatest benefit provided in a salon software management system?
OWNERS/MANAGERS
59% Staffing/Appointment Management
18% Management Reports/Goal Keeping
11% Bookkeeping/Financial Analysis
2% Inventory Management
19% Other
STYLISTS/COLORISTS
64% Staffing/Appointment Management
14% Inventory Management
11% Bookkeeping/Financial Analysis
8% Management Reports/Goal Keeping
3% Other
What client information do you collect in your database?
OWNERS/MANAGERS
95% Name
93% Mobile Phone Number
93% Email Address
92% Phone Number
88% Client History
78% Address
68% Contact Preference
66% Hair information/preferences
66% Gender
39% Age
22% Social Media Preference
17% Photo
7% Other
42%
12%
10%
10%
10%
16%
59%
19%
18%
11%
2%
64%
14%
11%
8%
3%
>>046-52_Survey_July2014.indd 48 6/30/2014 6:41:29 PM
MODERN CUSTOM ISYOUR STORY, YOUR WAY
The leader in custom solutions
For over 15 years, MODERN SALON Media has
been the industry leader in providing custom media
solutions. Our clients include leading manufacturers,
major distributors, large and niche chain salon groups,
associations and more. Target audiences range from
salon staff to best customers to consumers.
Your vision, our expertise
Put MODERN’s experience and knowledge to
work for your brand! We understand the nuances
of the professional beauty conversation and can
tailor it to meet your objectives. From turn-key
project management to a’ la carte content, design or
distribution services, we cover whatever you need.
Whatever you imagine…
MODERN SALON Media’s Custom Publishing
Group can help you get the job done and your
message across, on any platform.
»When you need custom communication solutions, MODERN SALON Media has you covered
»HERE ARE JUST A FEW WAYS MODERN CAN BE A CUSTOM PARTNER AND HELP YOU:
LAUNCH YOUR OWN E-LETTER
BUILD A MICROSITE
CREATE FRESH CONTENT
DO PROPRIETARY RESEARCH
PUBLISH YOUR OWN MAGAZINE
SPONSOR A SUPPLEMENT
EXPAND YOUR SOCIAL MEDIA
DESIGN A CONTEST
MAY– JUNE 2014
SPECIAL REPORT:
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REDEFINED
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JULY | AUGUST | 2015
BOOSTYOUR
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BEAUTY HELPERS
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PRINT AND DIGITAL CUSTOM PUBLISHING
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PRINT AND DIGITAL SPECIAL EDITIONS & INSERTSEVENTS
SO MANY CUSTOMWAYS TO CONNECT!
MODERN makes it easy with more support, innovation and
custom services than you’ll find anywhere else in the
beauty industry.
SALLYBEAUTY.COM
MAY 2014
special occasion From our suppliers:
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FC3_SallyB0514.indd 145 4/29/2014 12:54:06 PM
PRINT AND DIGITAL SPECIAL TRIBUTES
probeauty.org/naha WINNERS PORTFOLIO
CongratulationsNorth AmericanHairstylist of the Year Alain Pereque
NAHA portfolio sponsored by
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MEET THEartists,SEE THEIR WORK
years
STRONG
Color drives the salon industry
A strong color business means a strong salon
business – right? And with our PROCESS
program, MODERN has created the definitive
color research to build color confidence and drive
color success. Providing data-based best practices
and trend analysis, business opportunities, a trou-
bleshooting guide and reference materials related
to color education, events, resources, consultants
and suppliers – this is the industry’s definitive
and most valuable color tool.
All platforms
PROCESS is the ONLY industry program
including research, print supplements, online
content, contests, digital editions, lead generation,
social media engagement and live presentations –
ensuring that you can reach your customers, and
your customers can find PROCESS’ information
when and how they want it.
SUCCESSFUL COLOR =SUCCESSFUL BUSINESS
All your customers
PROCESS is the ONLY industry program that
reaches and addresses ALL the people involved
in decisions related to the purchase of color
products. MODERN addresses stylists and
owners, SALON TODAY addresses top salon
owners, FIRST CHAIR addresses the beauty
school community, MEMO addresses chains,
distributors and manufacturers reps, and SOLO
ARTIST addresses the rental community.
SPONSORSHIPS AREAVAILABLE. ASK YOUR MODERN SALON SALES
REPRESENTATIVE
54 TEXTURE / June 2015
RESEARCH RESULTS WHAT CLIENTS WANT
All Types of ChallengesStylists have a pretty good grasp of the unique challeng-es textured clients face, and realize that different levels of curliness present different challenges, as the results of the consumer poll (see graphs specific to each texture type) illustrate.
The key take-away for styl-ists is to identify and be ready with “solutions” for each of those challenges:• Know the distinct services
and product innovations that can be customized for each client who presents with the specific hair type.
• Be prepared to tailor the consultation and the recom-mendation to wavy, curly and coily.
• Develop a menu of spe-cialty product cocktails or treatments that address each issue.
Who Influences Product Purchases?Textured hair requires lots of care. Stylists report using up to eight products on their textured clients, with the aver-age falling in the three to five products range, and consumer research supporting use of multiple products.
A decisive 98 percent of stylists said they’re “mostly” or “completely” comfortable sug-gesting products to textured clients, with the same percent-age believing that they have at least some influence over their clients’ purchases, no matter what the client’s hair texture. This is good news—as long as stylists are truly following through with informed, cus-
tomized product recommen-dations specific to the clients’ needs. Because the consumer survey shows an 80 percent gap between stylist perception and consumer reality.
In fact, only 18 percent of respondents rated the stylist’s product recommendation as “very important” to their ultimate hair product purchas-es, with another 36 percent describing as “moderately important.”
So where are they getting product info? What and who influences their decisions? They trust other curly, coily and wavy clients. Word of mouth—or word of curl—is key.
About half of curly and coily consumers reported that product reviews are the most important factor when they consider trying a new product. They go online to read those reviews; further, online was the fourth most frequent venue they reported for hair product shopping.
Clients with all hair textures appreciate samples, according to the consumer survey. Regarding the most recent sample they received, 81 percent of respondents said it was for a brand they might not otherwise have tried.
Take-away? To be most effective in the texture category, stylists and salons must position themselves as texture resources and authorities. Post reviews of professional salon products offered at the salon, online and through social media. Encour-age client reviews of favorite curly products and services. Start your own sampling pro-gram or promotion. Ask your distributor or texture brand partners for assistance or ideas.
CONSUMERS GET THESE SERVICES
Services received within the past year.
Hair Color 44%Straightening/Relaxing 9%Keratin 9%Perm 2%None 44%
Percentage Who Do Services at Home
Color
Wavy 41%Curly 47%Coily 66%
Straightener/relaxer
Wavy 27%Curly 37%Coily 46%
Keratin
Wavy 31%Curly 41%Coily 69%
Perm
Wavy 39%Curly 33%Coily 42%
Wavy Hair Concerns
Frizz Reduction 48%Moisture 8%Management/Styling 17%Breakage and Growth 14%
Curly Hair Concerns
Frizz Reduction 41%Moisture 15%Management/Styling 15%Breakage and Growth 15%
Coily Hair Concerns
Frizz Reduction 9%Moisture 29%Management/Styling 16%Breakage and Growth 28%
CONSUMERS’ CHALLENGES VARY BY TEXTURE
xxx_MS-TexResearch_Part2_June2015.indd 54 5/8/2015 4:28:09 PM
MODERN is the industry’s research leader
Guesses are good but facts are better. And MODERN
provides more data-based information than anyone
else. As quickly as our industry – and the world
around us – is changing, MODERN provides styl-
ists, owners, brands and distributors with the trusted
information they need to make informed decisions.
MODERN research addresses virtually ALL of the in-
dustry’s most critical and trending topics - such as the
industry’s adoption and use of technology, hairdresser
health issues, the growth of the textured hair category,
taking advantage of the men’s market, opportunities
in hair color and the realities of salon rental. Our
research has been published, posted and presented at
virtually all major industry events – all with the goal
of helping our community grow and prosper.
MODERN’S research can be all about you
Whether you want to measure your brand’s equity,
your customer’s attitudes and preferences, your
competitive landscape, benchmark your activities
or analyze industry trends, MODERN can help -
discreetly. Our custom research division can provide
turnkey execution on all types of research and all
platforms – across both salon professionals and
consumers.
KNOWLEDGEIS POWER
Our capablities include…
• We have market expertise (understand
the nuances of the market and can ask
questions correctly / get the best answer,
plan for drill downs)
• We have credibility with the audience,
leading to higher returns and better
engagement / information
• We have research expertise – we’ve
quietly worked for many of the industry’
most recognizable names
• We can offer the widest range of research
solutions / options / products
• We have reliable databases that can be
targeted / segmented for your specific needs
• We can develop integrated programs to help
you merchandise the results (if desired),
including white papers, webcasts, eletters,
social media, supplements, etc.
• You can leverage our credibility with both
your internal and external customers
...ARE HARDWORKING ANDSERIOUS ABOUT THEIR CRAFT
...WANT TO LEARN
26% work 40+ hours 37% work 40+ hours
...ARE EXPERIENCED AND COMMITTED TO SALON CAREERS 20%
16-25 years
22%6-15 years
11%16-25 years
17%6-15 years
Our Stylists and Owners...
...HAVE FAMILIES TO SUPPORT
70% are married42% have children living with them
62% are married45% have children living with them
...ARE CONCERNED ABOUT MAKING MONEY
25% are just getting by or having trouble
making ends meet
...REPRESENT THE “WORKING” SALON INDUSTRY52% work in suburban
environments, 26% urban
37% work in luxury or upscale salons
45% work in salons that are midmarket
37% consider themselves booth renters
53% offer spa and nail services
53% are in suburban environments, 32% urban
55% have luxury or upscale salons
40% have salons that are midmarket
65% offer spa and nail services
MODERN KNOWSOUR AUDIENCE
STYLISTS OWNERS
59%
STYLISTS OWNERS
HAVE PURCHASED SALON EDUCATION PRODUCTS ONLINE
72% 83%
(years in beauty)
WORK20-40
HOURS
49%WORK20-40
HOURS
47%25+
YEARS
(years in beauty)
25+YEARS
87% 77%ARE FEMALE ARE FEMALE
ARE THE PRIMARY HOUSEHOLD INCOME
45%28% are just getting by or having trouble making ends meet
ARE THE PRIMARY HOUSEHOLD INCOME
55%
HAVE PURCHASED SALON EDUCATION PRODUCTS ONLINE
42% 62%WORK IN SALONS WITH BETWEEN 6-20 CHAIRS
HAVE SALONS WITH BETWEEN 6-20 CHAIRS
73% are completely comfortable with men’s hair
68% have had quite a bit / a great deal of training working with men’s hair
54% have seen their men’s business increasein the past few years
Our stylists are actively involved in the “hot” segments...
60% are completely comfortable working with texture (wavy, curly, coily)
63% have had quite a bit / a great deal of training working with textured hair
81% said their clients are embracing natural hair more than a year ago
MEN’S HAIR TEXTURED HAIR
Our renter audience works in both commission + rental environments...
Average renter is 44.6 years oldHave been a renter an average of 13 years Have been in the industry an average of 21.3 years38% of commission stylists once worked as a renter
WORK IN TRADITIONAL MULTI-SERVICE SALONS
47%WORK IN SUITES
22%15% luxury chair rental11% blended rental / employee salons
This changes everything, or does it?
Most people understand that rental is impacting
our industry, but it’s also been the “elephant in
the room” that few wanted to talk about or ad-
dress. So MODERN took the lead in getting out
the facts and facilitating a meaningful dialogue
on rental realities. This included research on
renters, non-renters, former renters and owners.
It included presentations to stylists, salon owners
and suppliers and at major industry events. And it
included our Rental Realities special report, the
industry’s most comprehensive analysis of per-
ception, realities and rental’s business, financial
and tax considerations.
People go back and forth
Our research confirmed that renters are almost
identical to non-renters across a wide range of de-
mographic considerations. They just care about,
and are motivated by, different things. The indus-
try will never go back to “the way it was” so we
want to make sure that stylists understand their
choices, make the ones that are best for them and
have the tools to be successful.
SOLO ARTIST: MAKE ADIRECT CONNECTION
Connecting you with rental
They are part of our community and we’re
treating renters just like we’d treat any other
stylists – with understanding, respect and a
commitment to their success. SOLO ARTIST,
our communication for the rental community,
is geared specifically for their needs. And the
most direct and effective way to reach them.
MODERNSALON.COM/RENTAL
JanuaryBEGINNING BIGStart off the year right with ideas on goal-setting, education planning and exploring other areas of specialty.TREND | Healthy hairPRODUCT FOCUS | BrushesEXPANDED COVERAGE | Gluten-free products
CLOSING: 11/20/2015MATERIALS DUE: 12/03/2015
FebruaryTHE HAIRCUT ISSUE—money-making to avant garde, and all things in between.TREND | Makeovers SPOTLIGHT | Shears and razorsPRODUCT FOCUS | Split-end sealers
CLOSING: 12/29/2015MATERIALS DUE: 01/04/2016
MarchGLAMOR AND DRAMARed carpet, Hollywood, glitz and glam.TREND | Vacation mustsPRODUCT FOCUS | Texturizing spraysEXPANDED COVERAGE | Spring nail shades and servicesSPECIAL SUPPLEMENT | Healthy Hairdresser
CLOSING: 01/23/2016MATERIALS DUE: 02/03/2016
AprilANNUAL SPECIAL OCCASION ISSUEBraids, chignons, accessories and tips for prom, wedding and festival season.TREND | Brides with blingSPOTLIGHT | Colorful thermal toolsPRODUCT FOCUS | Firm-hold finishersEXPANDED COVERAGE | Application, care, color and business opportunities for hair extensions
CLOSING: 02/25/2016MATERIALS DUE: 03/04/2016
MaySUMMER COLOR PREVIEW2016’s first installment of formula round-ups from the industry’s top colorists and leading brands.TREND | Swatch WatchPORTFOLIO | Haircolor that ranges from avant garde to classic and timelessSPOTLIGHT | Pigmented products for reds and brunettesPRODUCT FOCUS | Cleansing conditioners
CLOSING: 03/25/2016MATERIALS DUE: 04/01/2016
JuneANNUAL MEN’S ISSUEThey’re the most loyal, they come in more frequently, they buy product and they refer their friends. Meet your new favorite client: men!PRODUCT FOCUS | Powder-based productsEXPANDED COVERAGE | Beard carePLUS | Meet the NAHA finalistsSPECIAL SUPPLEMENT | Texture!
CLOSING: 04/25/2016MATERIALS DUE: 05/02/2016
JulyEVERY AGEWearing it well in her 40s, 50s, 60s and beyond. CELEBRITY STYLE | Glamor through the decadesPRODUCT FOCUS | Shine spraysEXPANDED COVERAGE | All-in-one multi-taskers
CLOSING: 05/23/2016MATERIALS DUE: 06/03/2016
AugustGAME CHANGERSOur annual “talent” issue shines the light on up-and-comers and social media all-stars who have “liked” their way to the top!SPOTLIGHT | Curling irons and wandsPRODUCT FOCUS | Thickening shampoos
CLOSING: 06/24/2016MATERIALS DUE: 07/01/2016
SeptemberFALL FORECASTFashion Week runways around the globe influence hair and beauty in the salon and on the street—here’s what to look for in the coming months.PRODUCT FOCUS | Pink products for Breast Cancer Awareness EXPANDED COVERAGE | Trending nail shades and nail artSPECIAL SUPPLEMENT | NAHA Winners Portfolio
CLOSING: 07/25/2016MATERIALS DUE: 08/03/2016
OctoberFALL COLOR ISSUEAs the days get shorter and cooler, clients will be looking to darken and enrich their color formulas—we talk to the top colorists and trend setters for buzz-worthy formulas.PRODUCT FOCUS | Holiday retailEXPANDED COVERAGE | Standout packaging
CLOSING: 08/22/2016MATERIALS DUE: 09/01/2016
NovemberHOLIDAY, CELEBRATE!Winter trends and services that will keep her sparkly and photo-ready to ring in the new year.SPOTLIGHT | Clippers and trimmersPRODUCT FOCUS | Curl creams and gels
CLOSING: 09/26/2016MATERIALS DUE: 10/03/2016
DecemberIN CASE YOU MISSED ITOur annual gift to you: the top headlines and hairlines of the year.SPOTLIGHT | BlowdryersPRODUCT FOCUS | Curl creams and gels
CLOSING: 10/24/2016MATERIALS DUE: 11/03/2016
January/FebruaryTHE 19TH ANNUAL SALON TODAY 200The salon industry’s most prestigious competition celebrating salon business and sharing best practices. MINDSET QUESTION: What’s on your professional bucket list for the New Year?SERVICE SPOTLIGHT: Conditioning Treatments, Beauty Bar ServicesMARKETING: Salon Loyalty AppsINDUSTRY ROUNDTABLE: What do you predict will be the big beauty breakout retail product or service categories for 2016?
CLOSING: 11/25/2015MATERIALS DUE: 12/03/2015
MarchTHE MOTIVATION ISSUEA look at the latest tactics and techniques for inspiring team members to stretch cre-atively, market themselves and educate the client about retail. Editorial Bonus: The 2016 Take Action Guide, a directory of beau-ty-based philanthropies and activities. MINDSET QUESTION: How do you encour-age creative thinking in your organization? SERVICE SPOTLIGHT: Hair Thinning Solu-tions, Therapeutic MassagesMARKETING: Social Media CampaignsINDUSTRY ROUNDTABLE: What three qual-ities would someone need to be successful at your job?
CLOSING: 01/22/2016MATERIALS DUE: 02/03/2016
AprilTHE GROWTH ISSUEFrom double-shifting to goal-coaching to increasing average tickets, specific systems for growing your service and retail sales without adding team members or locations. SERVICE SPOTLIGHT: Creative Color Ser-vices, Rejuvenating FacialsMINDSET QUESTION: What’s the biggest challenge facing leaders today?MARKETING: Retention and Referral Pro-gramsINDUSTRY ROUNDTABLE: Name a time you have risked something and failed. What did it teach you?
CLOSING: 02/25/2016MATERIALS DUE: 03/04/2016
MayTHE CULTURE ISSUEIf owners don’t create their salon culture, it will be created for them. We’ll look at en-gaging activities that develop and maintain a culture that attracts talent and clients. Editorial Bonus: The 2016 Education Guide spotlights the year’s best events. SERVICE SPOTLIGHT: Special Occasion Makeup, UpdosMINDSET: What’s your process for ensur-ing a new hire will fit with your company’s culture?MARKETING: Guerilla CampaignsINDUSTRY ROUNDTABLE: What’s the most challenging employee relations issue you’ve ever faced?
CLOSING: 03/25/2016MATERIALS DUE: 04/01/2016
JuneSALONS OF THE YEARAn inside look at the 20 winners of the 2016 annual décor competition.MINDSET QUESTION: How does salon design improve the client experience? SERVICE SPOTLIGHT: Hair-Thinning Ser-vices, Upgraded PedicuresMARKETING: Service MenusINDUSTRY ROUNDTABLE: How do you visually communicate your brand?
CLOSING: 04/25/2016MATERIALS DUE: 05/02/2016
July/AugustTHE TECHNOLOGY ISSUEAn investigative report on the impact of online shopping on the salon world’s retail sales, and strategies for keeping those sales in the salon. Software and Technol-ogy Guide helps owners compare salon software. MINDSET QUESTION: What future technol-ogy do you have your eye on, and how will it shape the client experience?SERVICE SPOTLIGHT: Hair Extensions, Spa PackagesMARKETING: E-lettersINDUSTRY ROUNDTABLE: What’s the last technology tool or gadget you personally adopted?
CLOSING: 05/23/2016MATERIALS DUE: 06/03/2016
SeptemberTHE MERCHANDISING GUIDEToday’s top retailers will help owner build dis-plays that grab attention and escalate sales. Plus, the winners of our 5th annual STAMP competition. MINDSET QUESTION: When’s the last time you borrowed a great idea from outside the beauty industry and how did you implement it? SERVICE SPOTLIGHT: Balyage Services, Body TreatmentsMARKETING: Merchandising DisplaysINDUSTRY ROUNDTABLE: What’s one mis-take you see leaders make more frequently than others?
CLOSING: 07/25/2016MATERIALS DUE: 08/03/2016
OctoberTHE HEALTHY SALON ISSUEFrom ventilation systems to employee weight-loss competitions to creating private spaces for nursing moms, strategies for fostering healthy practices for the salon team. Plus, a guide to recognizing domestic abuse and what to do about it. MINDSET QUESTION: What strategies do you put in place to maintain a healthy work/life balance? SERVICE SPOTLIGHT: Medi-Spa, Texture ServicesMARKETING: Retention and Referral ProgramsINDUSTRY ROUNDTABLE: Name a time you have risked something and failed. What did it teach you?
CLOSING: 08/22/2016MATERIALS DUE: 09/01/2016
Nov/DecTHE PLANNING ISSUEIndustry experts show you how to build your marketing calendar, plan your tax strategy and review your HR plans. Plus, our annual Coach-ing and Consulting Guide. MINDSET QUESTION: If we asked your team what were your strengths and weaknesses, how would they respond? SERVICE SPOTLIGHT: Holiday Hair, Gift CardsMARKETING: Holiday ProgramsINDUSTRY ROUNDTABLE: Who has had a tre-mendous impact on you as a leader, and why?
CLOSING: 09/26/2016MATERIALS DUE: 10/03/2016
PLAN FOR A BEAUTIFUL YEAR
GROW SALON BUSINESS IN 2016
Hair: Martin Parsons, assisted by Michelle Pleasant | Photography: Robaerto Ligresti Makeup: David Maderich | Fashion styling: Alejandro
Marc Albert, Pittsburgh, PA, SALON TODAY, June 2015
spring 2015
modernsalon.comA MODERN SALON PUBLICATION
A Starter’s Guide to a Beautiful Career
SHIFTING GEARS
FROM STUDENT TO PROFESSIONAL
Resume writing,interview tips and
building your portfolio
How $5 add-ons can equal big bucks
Getting the perfect shot for your portfolio
8 little changes to live more joyously
FC_Cover_Spring2015 FINAL.indd 1 2/19/15 9:50 PM
STANDARD AD SIZES Width DepthOne Page ......................................... 7" ........................... 10"Spread .............................................. 15" ......................... 10"Two-Thirds Page ............................ 4.5625" ............... 10"Half Page (Vertical) ........................ 3.375" .................. 10"Half Page (Horizontal) .................. 7" ...........................4.875"Half Page (Island) ........................... 4.5625" ...............7.375"Third Page (Square) ...................... 4.5625" ...............4.875"Third Page (Vertical) ...................... 2.1875" ................. 10"
Width DepthFull Page........................................... 8.125" ................... 11"Spread .............................................. 16" ......................... 11"Half Page (Horizontal) .................. 8.125" ...................5.5"Half Page (Vertical) ........................ 4" ........................... 11"Third Page (Vertical) ...................... 2.75" ..................... 11"
Final Trim Size ............................7.875" ................ 10.75"
Bleed Spread Measures: 16" x 11"Spread Trim Size: 15.75" x 10.75"
BLEED AD SIZES
MATERIAL SUBMISSION: Upload a hi-res PDF to
http://adupload.vancepublishing.com For upload instructions visit modernsalon.com/modern-salon-media-advertise.
ONLY ACCEPTABLE FILE FORMAT IS A HIGH RESOLUTION PDF SAVED USING THE “PDF/x-1a:2001” SETTING. Only CMYK or Grayscale colors allowed. All images should be 300dpi as used in the file for the best print quality. All fonts must be embedded in the PDF. Ad size must exactly match a bleed or standard size given to the right. Do not add printer marks of any kind. Bleed ads must maintain a 1/2" safety margin inside the bleed dimension. Do not add bleed to a non-bleed ad. One SWOP color proof made from the actual file submitted is required for the printer to match colors as close as possible. If a SWOP proof is not supplied, the publisher reserves the right to have one made at the advertiser’s expense. Vance Publishing accepts no liability for advertisement reproduction on files that do not comply with our specifications and/or are not supplied with a SWOP color proof that has been approved by the client. A list of SWOP proofing systems is available at swop.org. Printing is done on a heat-set, web-fed offset press, all colors wet. The printer uses the “U.S. Web Coated (SWOP) v2” color profile.
PRODUCTION CHARGES: No charge for properly supplied digital files prepared in accordance with publisher’s requirements. Advertiser will be charged for any work required to update advertiser’s provided files to meet our requirements. Any corrections are billed back to advertiser at publisher’s cost.
2016 PRINT SPECS
We will trim 1/8" from top, bottom, left and right sides.
Note: On bleed pages and inserts when preparing the material keep all live matter 1/2" within all four sides of bleed dimension to avoid possible loss in binding and trimming.
On spread advertisements, either run of book or inserts, have copy or images across the gutter, kept 3/16" from left and right of center line.
STANDARD AD SIZES Width DepthFull Page........................................... 6.625" ..................9.125"Spread .............................................. 13.25" ...................9.125"
Width DepthFull Page........................................... 6.875" ..................9.375"Spread .............................................. 13.5" ......................9.375"
BLEED AD SIZES
2 page Spread 1 page
1/2 page
Horizontal
1/3
page
2/3 page
1/2
page
Vertical
Jenny Barnette400 Knightsbridge Parkway Lincolnshire, IL [email protected]
SEND MATERIALS TO:
2016 DIGITAL SPECS
Top Banner • Appears at the top of the website• 728 x 90 or 970 x 90• 320 x 50 for Mobile views
Rectangle Banner• Embedded within the editorial content,
slideshows and video pre-rolls• 300 x 250
Supersized Banner• Embedded within the editorial content,• placed lower on the left• 300 x 600
Brand Voice (Article)• Your message as an article on our home page/content
feed with our editorial content • Featured in the MODERN SALON Daily eletter • Headline and article (up to 1000 words) with either a video or
up to 10 photos (for a slideshow) with appropriate photo credits• Images must be a model shot or product photo,
not a banner ad or logo• We review/approve your article before it gets posted,
up to two revisions• Links to your article on our website
Sponsored Content• Your image and message on our home page/content
feed with our editorial content• Headline (7 words max), body copy (50 words max)
and image (300 x 250)• Images must be a model shot or product photo,
not a banner ad or logo• Links to your website, or any other page you choose
WEBSITE
Rectangle Banner• 300 x 250 ad• Linked to your website, or any
other page you choose
Sponsored Content (Text Ad)• Your image and message included in
our eletter with our editorial content• Headline (7 words max), body copy (50 words max)
and image (300 x 250)• Images must be a model shot or product photo,
not a banner ad or logo• Links to your website, or any other
page you choose
ELETTER
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TOP BANNER1
RECTANGLE BANNER
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SUPERSIZEDBANNER
BRANDVOICE
SPONSOREDCONTENT3
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ALL AD SUBMISSIONS MUST SPECIFY THE URL YOUR AD WILL LINK TO
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1/3 page
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June 2015
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MODERNSALON.COM
Catering to the guys, bros, dads, and men with style and swag.Hair: Rocky Vitelli for Farouk Systems
Meet your new favorite client
dollars &gents
How a celebrity stylist went from Iowa to Idol
NewCooltheNAHA 2015
Announcing the finalists
making scents
Products that make a fragrant
statement
FC2_MS0615.indd 1 5/21/2015 5:00:01 PM
MODERN SALONMARKETING TEAM
Steve [email protected] 847-634-4354
Gregg McConnellWest [email protected]
Katharine CookMidwest/Southeast [email protected]
Angela ReichEast [email protected]
Sherry DelvecchioSales [email protected]
Rudy [email protected]
»Contact MODERN to leverage the best reach, frequency, content and customized solutions to meet your brand goals
MODERN SALON EDITORIAL Michele MusgroveAssociate Publisher/Editorial [email protected]
Alison AlhamedMODERN SALON Editor in [email protected]
Stacey SobleSALON TODAY Editor in [email protected]
Lauren QuickFIRST CHAIR [email protected]
WHATEVER YOU NEED IN 2016,MODERN SALON MEDIA HAS IT COVERED
memo