texas stylist - your first year - march 2011
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Texas Stylist is a trade newspaper for the professional beauty industry in Texas including hair, skin and nails.TRANSCRIPT
2 | MARCH 2011 | TEXAS STYLIST & SALON
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Building/Keeping Your Clienteleby Jayne Morehouse
I am a frequent contributor to The Stylist newspapers, and I have been delighted to call the professional beauty industry “home” for the past 25 years. However, I am not a stylist -- I am a former editor and a brand communica-tions specialist who visits her hair salon every three weeks for at least a color re-touch, glaze and brow shaping / coloring.
Every few months, when my stylist recom-mends it, I add on highlights / lowlights and a haircut. I treat my feet to a spa pedicure every three weeks and a manicure when time allows. I frequently give my friends beauty gift cards for services that I love. I shop for beauty prod-ucts from makeup and nail polish to skincare and hair care every week. Okay, I might be sounding a little high maintenance here, but I need that beauty backup in order to maintain a professional image, and you want to be my primary source, don’t you?
If you invite clients like me into your salon, day spa or chair and give us a reason to stay, we are not only extremely loyal, but we are willing to buy just about any service or product you recommend. We will also go above and beyond to recommend you to our friends and business colleagues -- once you have gained our trust.
You can read plenty of business articles that suggest you hand out your cards wherever
you go and offer clients an incentive -- a free service or product -- in return for referring their friends. These are all great techniques for building your clientèle. But that is not the intent of this article. This is about inspiring an army of clients to spend as many of their beauty dollars as possible with you, and get-ting them to rave about you to their friends in order to grow your business.
What is the first step? Earn my trust. Up front, let’s agree that great skills are
wonderful, but today you need more. Share at every visit what you have seen that is a new, growing trend or something that you think I would like. It can be as simple as a new nail polish or lipstick color that works with my hair color, or a new color application technique you recently learned. Perhaps my favorite products are now available in travel sizes -- let me know and offer to hold a set for me. Tell me what you have learned in the classes you take.
Communicate with me between visits — and make it easy for me to share your expertise.
Find out how I want to receive informa-tion from you, whether via phone, email or Facebook -- then send it to me every week or two. The more personal the communication the better, but I do not mind a newsletter or group email, as long as it contains informa-tion that is relevant to me. I want to know
about your new and / or featured services and products, what you learned at a recent class, or if you are participating in a charity or com-munity event.
The most lethal line a hairdresser can say is, “What are we doing today -- same as last time?”
This question immediately transfers cred-ibility from you to the client. When I am in your chair, ask me what I have in mind, but always add a recommendation or two of your own. That does not mean you need to suggest a total makeover -- let me stay in my comfort zone, while still trying a little something new. Your guidance in making these subtle changes helps me begin to trust you.
Turn me on to like-minded beauty experts.If you find an article, newsletter or website
that shares beauty information that you think I would like, recommend it to me. It does not detract from your credibility, in fact, it en-hances it because you are willing to share, and you are confident enough that I will continue to rely on you as my primary beauty resource.
Invite me to try something new.During my last visit to the salon, my
colorist was running late, so she treated me to a conditioning treatment at the backbar. Her assistant applied a customized potion and then did a delightful scalp massage. The experience enhanced my colorist’s credibility because she recommended it. Not only did I love how my hair felt, but it also gave the new assistant the opportunity to establish a relationship with
me. Every time someone else in your salon builds a bond with me, the more invested I am in remaining your client. When my friends no-tice how shiny my hair looks, I will rave about the treatment, and of course, I will purchase it in the future if my hair is feeling dry, or when I just want to enjoy the relaxing scalp massage.
Please show me how to do my own hair.When I can replicate the gorgeous look
you created, that is when you have truly won me over. I promise I will use the products and tools you recommend -- make the recommen-dation, please -- but if you let me leave with-out showing me how to use my iron or round brush, I will think you gave me a bad cut.
The bottom line is that consumers today have the opportunity to shop for beauty products and services on almost every block. Even my suburban neighborhood mall has five salons, several retail stores, as well as two grocery stores with beefed up beauty sections, all within a couple of blocks. These companies are spending millions of dollars per year to draw me in and steal your busi-ness. You probably cannot compete on price, convenience or selection, but that should not matter, because once you have earned my trust, your credibility, expertise and our relationship trump them all.
Jayne Morehouse is president of Jayne & company, a brand communications agency specializing in beauty and health, and she is a frequent shopper at sa-lons, stores and beauty supply retailers. Reach her at [email protected].
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4 | MARCH 2011 | TEXAS STYLIST & SALON
TEXAS STYLIST & SALON is mailed free of charge to licensed salons, barbershops, beauty schools, distributors and manufacturers in Texas. Circulation is restricted to members of the beauty and barber profes-sion, its suppliers and students.CONTRIBUTIONS OF PHOTOS, ARTICLES, etc., are welcome. Payment offered only when arrange-ments are made in writing in advance with the editor/ publisher.ALL MATERIAL COPYRIGHT 2011 by Holland Graphics, Inc. and/or the bylined authors or photogra-phers. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher.OPINIONS AND ENDORSEMENTS herein are the sole responsibility of the writers or advertisers and do not necessarily represent the opinions of the publisher or the State Boards of each state. Publication of advertising contained herein does not constitute endorsement. Columns are the opinions of the writers and not those of the publisher. Texas Stylist & Salon as-sumes no responsibility for the claims of any advertiser in their paid advertising nor in the promotional material they provide either orally or in writing. Advertising does not imply that the paper will provide any editorial coverage, photos, calendar mention, or any other space or consideration other than actual space purchased. All advertising must be paid in advance of publication in lieu of prior arrangements. Invoices paid after terms will be subject to a 2.5% per month service charge. Delinquent invoices may be subject to a handling fee of 25%. Published rates are net. Agencies add 15% for gross cost. No Agency discounts. In the event a suit or action is brought to collect amounts due Texas Stylist & Salon shall be entitled to recover attorney fees and costs incurred.ADDITIONAL OR OUT-OF-STATE SUBSCRIP-TIONS: For a one year subscription, send name, address and zip with check for $20 payable to HOL-LAND GRAPHICS, INC. to Subscriptions, Texas Stylist, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221. Address changes require old mailing label.
Texas Stylist & SalonVolume 5, Number 8, Issue 56
March 2011
Published monthly by Holland Graphics, Inc.
1750 SW Skyline Blvd., Suite 24Portland OR 97221
Toll-free (888) 297-7010 or (503) 297-7010 Fax (503) 297-7022
E-mail: [email protected] site: www.stylistnewspapers.com
Publisher Holland Graphics, Inc. Managing Editor Lisa Kind Production Manager Joel Holland Advertising Director Marcy Avenson Classified Sales Kelly Smith
Contributing Writers: Judy Culp, Jerry Tyler, Jaime Schrabeck,
Charlene Abretske, Neil Ducoff, Marco Pelusi, Kimberly Johnson, Jayne Morehouse
Texas Department of Licensing and Regulation
Susan Stanford, Public Information Officer
In this issue...
Building Your Clientele . . . . . . 2
Navigate Toward Success . . . . 4
Blue Highways . . . . . . . . . . . 6
Beauty Business Buzz . . . . . . . 7
Esthetic Endeavors . . . . . . . . 8
The Nail Extension . . . . . . . . . 9
Texas TDLR News. . . . . . . . . 10
Retail Matters . . . . . . . . . . . 11
Enhance Your Career . . . . . . 12
How to Build Your Book . . . . 12
Classi� eds . . . . . . . . . . . . . 13
O� the Top. . . . . . . . . . . . . 14
Calendar . . . . . . . . . . . . . . 14
What’s New in the Market . . . 15
On the cover...
9
11
7
TONI&GUY NorthAmericaTHE REFLECTIVE COLLECTIONThe Refl ective Collection is the result of latest collaboration from Zak Mascolo and the TONI&GUY Artistic Team. Infl uences from the diff erent eras of fashion…. from the late 60’s to the early 90’s, and the TONI&GUY Collections at that time, inspired the team to create an eclectic modern mix of styles.
Navigate Toward Success in the Beauty IndustryBy Charlie Price, Twice NAHA Winner, Hairstylist of the Year
It seems like only yesterday I graduated from beauty school, yet it has been over 20 years! YIKES! That makes me feel older than RuPaul, Cher, and Joan Rivers combined.
The nice part is that I can provide a little guidance to budding “beautistas” on how to navigate toward success in the beauty industry.
Here’s the answers to the two questions I am asked most frequently and why I urge other stylists, those just starting out and those that have been practicing for 20 years, to get involved with the industry, attend trade shows, and enter competitions.
Question: Why should I go to hair shows?My involvement with hair shows began
when I attended and participated in every way I could at all the major shows upon obtaining my Colorado cosmetology license in 1988.
Now, many years later and after many sleepless nights, I am at the same shows but as a headlining platform artist. To date, I have appeared on stages at the International Salon & Spa Expo (ISSE) Long Beach (and hope-fully the new ISSE Midwest show soon), the International Beauty Show in NYC, the Premiere Beauty Show in Orlando, America’s Beauty Show in Chicago, as well as international shows all over the globe.
I loved all the shows then, and I love them now, because they reveal the soul of our industry and provide all the education, inspiration and perspective one could ask for. Career skills, ranging from learning the latest techniques to how to market yourself, are gained at the shows. It is ripe for the picking, all under one roof, lined up in row after row of booths -- the good, the bad, and the frizzy (and in some cases the loud, crazy and barely clothed). Who could ask for anything better?
Trade shows are the window into the world of the professional beauty industry, or as I prefer to look at it, they are an intoxicating rabbit hole, swirled with fashion, music, and lights. I never tire of jumping, head first, into the action. It is an op-portunity to break out of your salon environment and see what others are
doing and to draw from the experience.
Question: Why should I enter the North American Hairstyling Awards (NAHA)?
I started entering NAHA competitions when my friend and mentor, Van
Council, won the North American Hairstylist of the Year in 1993. I entered every year, in multiple categories, until I won the title myself in 2002. It was the first year
I was fortunate enough to receive a nomina-tion and it helped to bring all the effort I had put into my career full-circle.
Since then, I won the title again in 2008 and garnered 14 other nominations. For me, the best part is being embraced by my peers, and being recognized for the skill I have developed in my craft. In my opinion, nothing is more gratifying. Each year, when putting together my entries, I am forced to stretch my creativity and to redevelop my eye for clothing, makeup and overall fashion trends. Then, I get to watch my vision come to life. No other honor or accomplishment in our industry holds the same cache as a NAHA nomination or award. Literally, it can change one’s career overnight. It also helps that the ceremony is fun to attend, each time completely living up to its un-official title of “The Academy Awards of Hair.”
The aspect of our industry that I am most attracted to is the variety. I do not have one career — I have many — and I am never bored. Engage in these opportunities and, as it has for me, twenty years can go by in the loveliest blink of an eye. I have loved every minute of it.
Charlie Price is an internationally renowned hairstylist and is one of only two hairstylists with the honor of winning the NAHA -- Hairstylist of the Year honor more than once. Price currently owns Click Salon in Denver, Colorado and attends many industry events. The 2011 NAHA Awards Ceremony will be held Sunday, July 31, 2011 in Las Vegas, Nevada at the Mandalay Bay Resort. To learn more about the NAHA and other industry events, visit probeauty.org/naha.
into the world of the professional beauty industry, or as I prefer to look at it, they are an intoxicating rabbit hole, swirled with fashion, music, and lights. I never tire of jumping, head first, into the action. It is an op-portunity to break out of your salon environment and see what others are
Trade shows are the win-
dow into the world of the
professional beauty indus-
try, or as I prefer to look at
it, they are an intoxicating rabbit hole,
swirled with fashion, music, and lights.
doing and to draw from the experience.
Question: should I enter the North American Hairstyling Awards (NAHA)?
NAHA competitions when my friend and mentor, Van
Beauty Business BuzzEven though you have been in school for what seems like forever, more training is always necessary; in fact this is an in-dustry where life-long learning is not only important but essential to attain any measure of success.
The Nail ExtensionWhether just starting your salon or reinventing a salon business, one of the most important deci-sions is how to structure and price your services.
Retail MattersRetail plays an important role in your salon’s success and understanding that role is critical. In order to be a successful stylist and progress to new heights in the industry, you must be able to use, recommend, and sell profes-sional products to clients.
Doug Martucci
Misael Aponte
Dr. Hayel Said
Melanie Nickels
Teresa Reagor
Aura Mae
Flonnie Westbrook
Ivan Castillo
Michael Page
Roy Peters
Pamela Pacheco
Tamara Dahill
Leo Lapierre
Franco Marino
Ken Cassidy
Larry KopsaKris McGinnis
Bonnie Ray
Mary Petillo
Brenda Amaral
Jay Marshlick
Trisha Kemp
Paul Morrison
Erin Vigen
Jan Caruso
Courtney von Berg
Kathy Partin
Tony Fanelli
Denise M. Fraser
John Halal
Glenna Bray
Gerd Hoher
Lea Baseili
Jimmy Weldon
Craig Miller
Peggy Sue Schmoldt
Sharon Esche
Lisa Kelley
Julie Lazarof
Lenny Strand
Jessee Skittrall
Andi Makowski
Dennis Metcalf
Tom DispenzaKimberly Bregal
David Velasco
Andrea Schumate
Gary Gerard
Don Westbrook
Lisa Kelley Alexander Irving
Ame Metcalf
Andre Nizetich
EnErgizing Summit
You arE cordiallY invitEd to attEnd thE 2011
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Jim Bower
Doug Martucci
Misael Aponte
Dr. Hayel Said
Melanie Nickels
Teresa Reagor
Aura Mae
Flonnie Westbrook
Ivan Castillo
Michael Page
Roy Peters
Pamela Pacheco
Tamara Dahill
Leo Lapierre
Franco Marino
Ken Cassidy
Larry KopsaKris McGinnis
Bonnie Ray
Mary Petillo
Brenda Amaral
Jay Marshlick
Trisha Kemp
Paul Morrison
Erin Vigen
Jan Caruso
Courtney von Berg
Kathy Partin
Tony Fanelli
Denise M. Fraser
John Halal
Glenna Bray
Gerd Hoher
Lea Baseili
Jimmy Weldon
Craig Miller
Peggy Sue Schmoldt
Sharon Esche
Lisa Kelley
Julie Lazarof
Lenny Strand
Jessee Skittrall
Andi Makowski
Dennis Metcalf
Tom DispenzaKimberly Bregal
David Velasco
Andrea Schumate
Gary Gerard
Don Westbrook
Lisa Kelley Alexander Irving
Ame Metcalf
Andre Nizetich
EnErgizing Summit
You arE cordiallY invitEd to attEnd thE 2011
June 12-13, 2011 - LAX MArriott HoteLWWW.HAirCoLoriSt.CoMSponSorEd bY thE amErican board of cErtifiEd haircoloriStS
We Are The 2011 Energizing Summit Educators,We Want to Improve Your Haircolor Skills!
Jim Bower
6 | MARCH 2011 | TEXAS STYLIST & SALON
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Blue Highways Jerry Tyler
We’re Not in Kansas Anymore
Recently, while spending two days at the International Salon and Spa Expo, I realized how many opportunities there are for our newly licensed industry partners to consider.
Couple all these potential options with the added anticipation and expectation that the first year in their new career brings, and you have a very exciting, almost overwhelm-ing situation.
This first year has the potential to make or break these new graduates. Will they be-come our future success stories? California alone licenses 30,000 in our field each year. When you add in all the licensees nation-wide, the numbers become truly staggering.
As I walked the show floor, it was appar-ent to me that leaving beauty school behind and venturing out into the great unknown can be compared to the movie The Wizard of Oz. Dorothy leaves her “black and white” Kansas of security and familiarity, and through means beyond her control, ends up over the rainbow. Much like the Land of Oz in Technicolor, our future professionals are presented with a new reality as they leave school. Judy Garland summed it up as she gazed for the first time at her surroundings and said, “Toto, I’ve a feeling we’re not in Kansas any more.”
The same awe that filled Dorothy fills our new professionals. However, they can also experience anxiety, stemming from not quite knowing how to adapt to their new surroundings to not quite knowing how to take that first step towards their desired career goal. You can almost hear a collective whisper that says, “I’m here, I’m ready, now what?”
I always tell the people I mentor to have their end destination in mind before begin-ning their journey. Having a clear idea of what you want to get out of the journey will help you decide which route to take. Sadly, many times I hear of new professionals that left the journey early because they ran out of gas or got lost along the way.
That is not to say that we will remain on the same route throughout our journey. In the course of developing our career path, we may decide to take an alternative path to-wards the desired end goal. One of the great things about our craft is that we can change job descriptions at our own will. That being said, once we claim it, we need to own it.
Knowing who we are and how we want to be perceived will define our success. In the end, the definition of true success in this industry comes down to how well we build
a demand for our individual brand. How we are perceived is how we will be received. We have to have clear vision of our target market or audience; we must know who they are and what their expectation is. Then, in order to assure future success, we must deliver a value beyond their expectations. In this equation, perception is reality.
Having a solid fix on your desired mar-ket will also tell you what you need in order to meet the expectations of your client. It will tell which skills are needed to acquire to assure maximum success. Being constantly aware of new shifts and changes in the mar-ket helps determine our positioning in order to meet those new needs and desires.
Each week I drive on the coast road in Palos Verdes to pick up my son from school. There is a stretch of road where the ground shifts 10- 18 inches per year. This forces us to make adjustments on our route, as well as makes us aware that this road’s path will never be the same again.
You cannot follow old maps in a changed landscape. Just like that road, our industry is constantly shifting and evolving, so in order to stay ahead of the flow, make sure you are not stuck in the same gear, ending up stalled at the side of life’s highway.
We must maintain our integrity in all areas, especially as it concerns who we are as a brand and what we offer to our waiting market. In other words, there must be align-ment between what we say we are and what we provide in our delivery. All true “built to last” brands and businesses are aligned in this regard. We have to be what we want the client to see.
The true high performers in life and business always exceed their perceived value. This assures their clients’ expectation is always below the service or product they deliver. They are always seeking ways to extend themselves beyond what is expected, consistently adding value to their brand identity. Continual and constant attention to detail is a hallmark of both successful people and businesses, and assures their continual and constant growth.
Remember, the first days in your new career are critical, and with perseverance and determination, you can create a firm foundation from which to build your career and reap your well deserved rewards in the future.
Jerry Tyler’s column Blue Highways is his “Road Less Traveled” perspective on the solutions and challenges facing the beauty industry. Jerry Tyler has been a stylist since 1975 serving as the former artistic director for Vidal Sassoon Academy and currently as Director of Industry Relations 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
TEXAS STYLIST & SALON | MARCH 2011 | 7
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Beauty Business BuzzCharlene Abretske
Your First Year — Determining Your Career Path
So there you are, after years of dreaming about making the world a more beautiful place and a career in the beauty industry; you finally have your license. All of your dreams of being creative and sharing your talent with the world are about to be lived out, now that you are allowed to make a living at it.
Of course, you want to succeed in this industry, as well as be happy living your dream. Take a cue from Ben Franklin, who said, “An investment in knowledge always pays the best interest.”
Even though you have been in school for what seems like forever, more training is always necessary; in fact this is an industry where life-long learning is not only important but essential to attain any measure of success.
I remember attending a student beauty show a few years back and attempting to match potential employers with recent graduates. I was struck by the amount of passion I saw from students. I spoke with hundreds of recent graduates that weekend and found they gener-ally fell into three distinct categories:
Category 1: I Need a JobThese students wanted to be working in
a place A.S.A.P. They did not care where they went to work, they just knew they had bills to pay and were looking for benefits and an hourly paycheck. This group concerned me because, in their hurry to find that steady pay-check, they may end up missing an opportu-nity to explore their creativity and artistry. On the other hand, they will have the opportunity to hone their skills with cutting in a timely manner, and get their bills paid in the process.Category 2: Get Out of My WayThis group was interested in jumping right in with both feet, intending to be commissioned stylists or booth renters from day one. They were getting their licenses, and felt the world would greet their newfound skills with a lot of cash and respect. This group had admirable confidence, but was lacking a realistic view of what was coming next. Getting your license does not make you an equal to the top names in the industry, or even equal to the top skill level in your local area. I feared these students were setting themselves up for failure quickly.Category 3: Assistant at Your Service
This group knew for sure they needed more education and development of their skills before hoping to make a career out of the beauty industry. This was the group that
will probably not only do okay, but also thrive. They had an idea of what it was they did not yet know, and they valued the learning process. This group was also clearly aware of where top-notch skills come from, and that is; from salons that are willing to invest their time and money in an assistant training program.
If you are newly licensed, you should begin by figuring out what you want from your career. You must also consider what your financial needs and responsibilities are.
You may fit into the “I Need a Job” group, and know you need to go right to work for an hourly rate, plus tips and benefits. If so, choose a salon chain that can provide you regular business and technical training, and truly use what they offer you. One of the biggest regrets many stylists have is not developing good habits from the beginning of their careers. It is much easier to learn, than to unlearn and re-learn. By following the practices you have been taught, you will allow yourself to advance in a corporate environment, and your job will quickly transition into a career.
If you feel you fall into the “Get Out of My Way” group, please slow down. You risk being taken advantage of by people who do not understand business at all. Rome was not built in a day and it takes years of professional de-velopment to create a great stylist. Getting into
booth rental right after school has caused many a stylist to run screaming from the industry; do not be one of them. You may have been the superstar of your school, and your confidence may be inspiring and infectious, but even the best stylists have humility, and know there are still some things they need extra help with.
If you are in the “Assistant at Your Service” group ask the following:•How long is the training program? Six months to
two years is a good estimate, depending on the time you spend working one on one.
•Will I be able to see clients when I am in the pro-gram? The answer should be a resounding, yes. As you master each part of the program, you should be allowed to see clients for those services on certain days and times.
•Once the program is over; is there a clear system for pricing, and are there clear goals set to help you progress to each new level? The answer should again be yes. This demonstrates to you that the salon owner wants you to build a career with them, and this will allow to you to continue to increase your paycheck.
Congratulations on your new career. By channeling your excitement and taking the time to determine your career path, you can create a long lasting career.
Charlene Abretske is an independent business advisor. To reach her email [email protected] or call (760)453-1882.
8 | MARCH 2011 | TEXAS STYLIST & SALON
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Esthetic Endeavors Judith Culp
Rewards = Retention
We might as well admit it. We all like presents. It does not matter who we are or what our position is, this seems to be an innate human psychological factor.
We love to be thought of, remembered. Unexpected presents are the nicest of all. Presents make us feel cared about, appreci-ated. Taking this basic belief one step further, a rewarded person, be they client or staff, is seldom less loyal than an unrewarded one.
In the beauty business, there are two ways to expand our financial base. We can either bring in more clients or we can increase the amount existing clients spend.
While we may always be in the market for more clients, offering more services to existing clients is the more cost effective choice. In order to do this we must retain them as clients. There are several ways to do this but they all relate back to our topic — rewards.
A letter of thanks to a new client is always a good way to spark retention. It is something many of us do when we start our business, but then we get busy – too busy to take the time. The result is less rewards for our clients and a more fragile client base.
We can offer clients a package of services. The package price is apt to be somewhat discounted compared to the same number of individual services. That is a reward.
Gift cards, like gift certificates, are for a specified amount rather than for a specific item. The client can purchase a card that then gives them a credit with our business. This credit can be used for any service or combina-tion of services or products up to the value of the card.
We might have a special gift item that would be free with the purchase of a gift card over a certain dollar amount. Again, we create a reward, and it does not have to be expensive.
Another reward might be a birthday card remembering the client during their birthday month. You could offer a free brow wax or discount a service that does not have a high cost factor. What if we offered the client 15 percent off all services and purchases during their birthday month? Wow, now that is a reward. While it might appear expensive, if we had just five clients that spend an extra $200 in services and products, we would generate an extra $1000 in sales. The volume of increase would easily offset the cost factors.
Clients referring clients is the highest form of a compliment to our service skills, and it is certainly a compliment we want to reward. You could show your appreciation with a thank you note enclosing a bonus gift or service, or possibly a discount for the next time
they see you. At the very least, record it in their file and offer a verbal thank you the next time they visit.
One salon has a bonus card for all new clients to reward them for choosing the salon by introducing them to a diverse group of ser-vices at a one-time discount. While they may come in for one service, they end up with the opportunity to sample them all. Does it work? It got me to try a new service with them.
We can apply these same principles to rewarding and retaining employees and staff. Find them doing something right and praise them. Praise is a simple reward but it makes everybody feel good about being where they are. Praise them in front of their clients. It makes both the client and the staff member feel rewarded.
When my students or staff seems to be having a stressful afternoon, I break out the bag of chocolates and distribute them around. It gets giggles, smiles and happy words, to say nothing of the positive impact of those chocolate pheromones. It makes everyone take a relaxing breath and the stress level drops immediately. Freebies received in the mail go into a special drawer, and are distributed later as bonus incentives.
Of course, there is nothing like a financial reward to make a staff member happier and more loyal. It could be a raise, a free educational class or other financial bonus. We want to be aware of what the going market is for remuneration and make sure our staff members are properly compensated. If there is a large staff, discounted health insurance or other benefits are another feasible reward.
Other rewards might include flexible scheduling, or the ability to take time off without penalty. Annual staff gatherings are another traditional reward and a way to express appreciation to each team member.
Rewards do not have to be big or expensive to have a positive impact on both clients and staff. They can be as simple as having a great place to visit or work, with a positive nurturing environment that makes people feel good to be there.
In a nutshell, rewards are the way we say thank you for what someone has done. The most simple of these should be the first and last interaction with every client or staff mem-ber — a smile. Start the visit with a genuine smile and end it the same way. The best part, the reward will come back in kind.
Judith Culp, a CIDESCO Diplomat has been in the esthetics industry since 1980. A CPCP permanent makeup technician for over 20 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 informa-tion visit www.estheticsnw.com.
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The Nail Extension Jaime Schrabeck
Competitive Pricing for Success
“Nowadays, people know the price of ev-erything and the value of nothing.” – Oscar Wilde
When a person first comes into a salon, their first question is usually, “How much is a (insert name of service here)?” Like most nail professionals, you instinctively answer with the price, but no matter the number, the answer will be wrong.
Why is this? It is because without context, a mere number is meaningless. It assumes that all services are created and delivered equally from salon to salon, and it cannot possibly capture the nature and quality of your service.
Clients cannot appreciate the value of your work when they do not understand what they are paying for. It is your responsibility to com-municate that value.
Whether just starting your salon business or reinventing one, you will need to make decisions, and this may seem overwhelming at times. One of the most important decisions is how to structure and price your services.
Overpricing will discourage potential clients initially; while under pricing will discourage you eventually. The only thing more frustrating than clients taking advantage is the realization that it is your fault. Ideally, your service prices will strike just the right balance between being competitive (attractive to potential clients) and providing adequate compensation (enabling you to earn a living doing what you love . . . nails).
Important decisions related to service pric-ing require doing your research, but not the kind that you might expect. How many times has someone advised you to contact other sa-lons and inquire about their pricing in order to determine your own? That is just as useless as when a potential client asks the same question.
If you want to make the common and misguided mistake of competing on price, then contact other salons. However, there is not any point to this unless you also find out what their salon’s costs are? Few salon owners would be willing to share that information, even if they knew.
Doing research means accounting for your own costs. Here is a list to give you a start:•Lease•Equipment and supplies•Utilities (telephone, water, gas, electric, etc.)•Outside / professional services (payroll, ac-
counting, laundry, etc.)•Licenses (business and professional)•Insurance•Taxes (payroll, sales, property, etc.)
•Marketing / advertising•Education•Professional memberships•Payroll or your time if your independent
These costs vary so widely from salon to salon that it is imperative that you do this for yourself, and make every effort to reduce these costs whenever possible.
Even with this information, you are not prepared to make good decisions. Considering that income generated from nail services depends on the active participation of service providers, you must determine the amount of time involved for each service before you can establish pricing. It is imperative to minimize the time required to complete the service to avoid wasting your time or your client’s.
To maximize time (your greatest resource), your services need to be structured deliberately to achieve the desired results: the procedures organized systematically and the products and tools selected for each step. Every procedure, product and tool should be evaluated for its safety, effectiveness and cost-efficiency.
For every service, you need to calculate the product cost, including both disposables (files, gloves, nail wipes, etc.) and consumables (pol-ish, lotion, acetone, gel, etc.). Once calculated, that number, along with the time required to complete the service can be used in the follow-ing formula:•Product Cost + $1 / min. = Service Price
(Round up to the nearest $5 increment)•Product Cost / Service Price = Product Cost
PercentageFor example, our pedicure costs $3 in
product and takes 45 minutes. Our service price is $3 + $45 = $48, but rounded up to $50. The product cost percentage is $3 / $50 = six percent. Ideally, the product cost should be lower than ten percent; otherwise, that service may not be worth offering.
Before you question the feasibility of earn-ing at least one dollar per minute, let’s discuss. For nail professionals who believe that clients in their particular area will not pay a dollar per minute, ask yourself what the standard hourly rate is for massage. Given your diverse skills and significant investment in education, equipment and supplies, your work should be worth at least the equivalent of that of a massage therapist. Nail professionals who do not think they can charge $90 for a pink and white backfill just because it takes 90 minutes are right. What is taking so long? Every service offered should be doable in an hour or less. Developing your skills and becoming more ef-ficient will reduce the time required and move you closer to that $1 / minute minimum.
Jaime Schrabeck, Ph.D. owns Precision Nails, an exclusive nails-only salon in Carmel, California. She can be reached at [email protected].
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10 | MARCH 2011 | TEXAS STYLIST & SALON
TDLR Protects Public from Intra-State Licensing Scam Texas, Arizona, Oklahoma & Missouri Investigate Scam
TDLR’s executive director, William H. Kuntz, signed twenty-four default orders totaling $120,000 in administrative penalties and nine agreed orders totaling $22,000 in penalties. The orders included: the revocation of sixteen licenses and the surrender of two licenses. Six of the respondents submitted fraudulent certification information but TLDR employee, Rebecca Armas, uncov-
ered the scam before the applications were processed.
TDLR Enforcement division’s investiga-tion revealed the respondents did not hold the license or certification they submitted in the Department’s application to receive a license through reciprocity with either Oklahoma or Missouri. TDLR prosecutors continue to work to finalize more cases and bring legal action against cheaters who attempt to defraud the program and put citi-zen’s safety and well-being in jeopardy.
Default OrdersRESPONDENT PENALTY
Bich Thi Bui$5,000 administrative penaltyLicense revoked
Hung Hoang Luu$5,000 administrative penaltyLicense revoked
Anh Ngoc Nguyen$5,000 administrative penaltyLicense revoked
Tham N. Nguyen$5,000 administrative penaltyLicense revoked
Paula My Phuong Nguyen$5,000 administrative penaltyLicense revoked
Hoang Nguyen$5,000 administrative penaltyLicense revoked
Jack Ho$5,000 administrative penaltyLicense revoked
Hang C Vu$5,000 administrative penaltyLicense revoked
Tien T. Pham$5,000 administrative penaltyLicense revoked
Thuy Thi Le$5,000 administrative penaltyLicense revoked
Quyen Thi Le $5,000 administrative penaltyLicense revoked
Holly Hanh Ha$5,000 administrative penaltyLicense revoked
Hop Thi Bui$5,000 administrative penaltyLicense revoked
Dan Thao Nguyen Tran$5,000 administrative penaltyLicense revoked
Vorleak Lin$5,000 administrative penaltyLicense revoked
Van Thi Bich Luong$5,000 administrative penaltyLicense revoked
Tam Vo$5,000 administrative penaltyLicense surrendered
Phil T. Tran$5,000 administrative penaltyLicense surrendered
Ai Phuong Nguyen$5,000 administrative penaltyNot licensed by TDLR
Tram Le Thuy Nguyen$5,000 administrative penaltyNot licensed by TDLR
Tammy Thi Nguyen$5,000 administrative penaltyNot licensed by TDLR
Ngoc Bich Thi Tran$5,000 administrative penaltyNot licensed by TDLR
Man Thi Dinh$5,000 administrative penaltyNot licensed by TDLR
Trang Nguyen$5,000 administrative penaltyNot licensed by TDLR
Agreed OrdersRESPONDENT PENALTY
To Quyen Thi Bui$2,500 administrative penaltyLicense revoked
Lan N. Truong$2,000 administrative penaltyLicense revoked
Thi Thi Thi Nguyen$2,500 administrative penaltyIs not eligible to reapply for a license until December 24, 2011.
Thanh H. Nguyen$2,500 administrative penaltyIs not eligible to reapply for a license until December 28, 2011.
Pham T. Le$2,500 administrative penaltyIs not eligible to reapply for a license until December 15, 2011.
Jenny Dinh$2,500 administrative penaltyIs not eligible to reapply for a license until November 24, 2011
Uyen Thi Tu Nguyen$2,500 administrative penaltyIs not eligible to reapply for a license until November 24, 2011
Dung My Ngo$2,500 administrative penaltyIs not eligible to reapply for a license until December 22, 2011
Tam Nguyen$2,500 administrative penaltyIs not eligible to reapply for a license until December 17, 2011
Reprinted from September 2010...
Fraudulent License SchemeTexas, Missouri, Oklahoma and Arizona Uncover Scam
Texas Department of Licensing and Regulation (TDLR) Program Specialist, Rebecca Armas, reviews thousands of license applications every year but in February 2010 one application piqued her interest. As she reviewed it she noticed several inconsistencies and soon it was evident she had uncovered a license scam taking place in Texas. During the next four months sixty applications with similar irregularities were discovered and TDLR enforcement investigators were busy tracking down the cheaters.
The scam, which is still under investiga-tion, uses fake licenses from Oklahoma and Missouri to apply for a Texas manicurist or facialist license under the State’s reciprocity agreement with those states. Once the impos-tor receives a Texas license he or she would apply for a license in Arizona using the reci-procity agreement Texas has with the Arizona Board of Cosmetology.
License reciprocity is an agreement between states to issue licenses to applicants from the other state after they submit proof of credit for school courses or proof of licen-sure from the other state.
Armas took the scam to heart; she is origi-nally from Arizona and still has family ties to the state. “I have so many relatives and friends in Arizona and I hate to think about someone performing services on them without proper training and endangering their health,” states Armas. “As I started looking at the application I realized something was not right and soon my licensing unit was working with TDLR’s Enforcement Division to put a stop to this
fraud scheme.” TDLR’s Licensing Division and
Enforcement Division are currently working with the cosmetology boards in Oklahoma, Missouri and Arizona, and the Arizona Attorney General’s Office to find the fraud-sters. Of the sixty fraudulent licenses used to obtain Texas licenses twenty-six were from Missouri and thirty-four from Oklahoma. TDLR’s Licensing Division issued letters to the fraudsters ordering them to return the Texas license and fourteen have been returned. TDLR prosecutors are currently reviewing all the cases and will make recom-mendations concerning administrative viola-tions and penalties against the cheaters.
Missouri, Oklahoma and Arizona may also take legal action against the individuals; obtaining a license fraudulently is a crime in every state so the people involved in this scam may have more than one state to answer to.
TDLR employees work hard to prevent licensing scams and are observant and alert when reviewing applications. Armas saw something in an application that didn’t sit right with her and she took the initiative to investigate further. As a result Armas prevented sixty individuals from performing cosmetology services and endangering the wellbeing of Arizonians.
For information or questions contact:•Texas Dept of Licensing and Regulation –
[email protected]•Missouri Board of Cosmetology and Barber
Examiners – [email protected]•Oklahoma State Board of Cosmetology –
[email protected]•Arizona State Board of Cosmetology –
Cosmetology — Shear NumbersDue to space, Cosmetology Shear Numbers will be available online at www.texasstylist.com
Barber — Shear NumbersDue to space, Barber Shear Numbers will be available online at www.texasstylist.com
TEXAS STYLIST & SALON | MARCH 2011 | 11
Retail Matters Steve Sleeper
Making a Big Splash in Beauty
So, you have finished school and have set out to make your mark on the world.
Landing that first job behind the chair is really only the first step in getting your feet wet. The beauty industry offers a vast sea of opportunities for salon professionals to make a big splash with salon owners, professional peers and potential clients.
A common mistake many young profes-sionals make is assuming they know all there is to know about the beauty business right out of school. Talk to any of the big names in the industry and they will all tell you the same thing: Like life, you will only get out of your career what you put into it.
By nature, the beauty profession is all about open lines of communication. Without the ability to communicate effectively with clients, you would not be able to give them the look they are so eagerly looking for when they sit down in your chair. The same goes when you are progressing through the various stages of your career.
Members of the Professional Beauty Association often state that one of the biggest benefits of belonging to the association is the strong network of industry peers they have created through their membership. We believe strongly in creating opportunities for profes-sionals to come together with industry peers to network, learn and share ideas.
Attending industry events is a great way to create strong networks of like-minded colleagues who can help when you have ques-tions, as well as give you advice as you progress through the various stages in your career. There will be many career milestones for you to navigate through, and these colleagues can lend an ear or offer advice along the way.
To spark up a conversation more locally, look in your community for networking groups or start your own group with other stylists in your salon. Networking and sharing ideas aloud will hone your active communica-tion skills.
It is true that your technical savvy and pro-found understanding of helping your clients discover their inner style is essential to being a successful stylist. However, many young pro-fessionals just starting out do not have a true understanding of the real profit center driving the success of the salon. It may be surprising to learn that retail actually makes up an astonish-ing one third of the professional salon industry, bringing in nearly $2.5 billion annually.
Retail plays an important role in your salon’s success and understanding that role is critical. In order to be a successful stylist
and progress to new heights in the industry, you must be able to use, recommend, and sell professional products to clients.
Here are just a few tips to help you set your retailing skills apart:•Learn every detail about each product your
salon carries and know what is new on the market.
•Do not just sell products; educate your clients on how to use the right products for their hair.
•Recommend at least one product to each client every time they visit.
•Be confident. Clients are looking to you, the expert, for advice on the right products for them. This process must be included with every service, every time. Without it, their salon experience just is not complete.
•Be a Lifelong Student. The most successful people in any industry know that to be truly successful, you must be a lifelong student. In an industry where trends and innovations are constantly changing and evolving, this is especially true for beauty professionals. Seeking out and attending continuing edu-cation not only fulfills a necessity to progress as a licensed stylist, it offers salon pros both the inspiration of those that have lived the beauty dream and the insights of the most successful minds in the industry to help you reach your career goals.
Look to industry events for hands-on edu-cation on the newest techniques and trends. Beauty organizations offer a distinguished line-up of industry events dedicated to offering salon professionals at all career levels focused, relevant education to help them and the entire industry strive in today’s marketplace and prepare for tomorrow’s innovations.
Besides the many beauty events happen-ing year-round, web-based education has become a favorite among professionals from all beauty segments. Many industry organiza-tions offer online education, including major manufacturers and associations, like PBA’s new BeautyU learning platform. This growing trend often offers professionals 24/7 access to education, such as marketing and business classes, and some of the biggest beauty icons from across the globe often lead sessions.
Most importantly, never lose your footing as you set your sights on your beauty adven-ture. Stay committed to your career goals. Set new goals. Award yourself often for achieving those goals. Then set your sails, hang on and enjoy the ride.
Steve Sleeper is the Executive Director of the Professional Beauty Association | National Cosmetology Association (PBA | NCA), a non-profit membership organization made up of beauty professionals, salons and spas, distributors, and manufacturers dedicated to improving their careers, individual businesses and the industry as a whole. For information, visit www.probeauty.org or call 1-800-468-2274.
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Enhance Your Beauty Career Experienceby Margie Wisniski
People want to look and feel their best; therefore, careers for cosmetologists will always be in demand. Here are a few tips that can enhance your beauty career experience.
First, it is important to get a good educa-tion from a school that has national accredita-tion. Education in a field that is constantly changing should be constant and ongoing.
Stylists need to keep abreast of changing techniques and trends. Graduation from cosmetology school is only the beginning of the learning process. Continuing education is offered at cosmetology schools, trade shows and hair forums.
Second, it is imperative to research the field and find the ideal place to work. A cos-metology graduate may not get hired for their ideal job right away, but if they begin their employment in a place they want to be, they can learn and grow, as they grow into their perfect job.
Even if the stylist has to start at the bottom of the ladder like the shampoo person, the first step is to try to learn from the best and avoid salon hopping. Once hired at the ideal location, the stylist can prove their reliability and work ethic, as well as observe and learn from the professionals they aspire to become.
A good way to find the ideal salon is to visit the salon as a customer. Two critical interac-tions to observe are how customers are treated, and how the staff interacts with one another. The client should be the center of focus and
the service should be outstanding. Is the inter-action between the staff positive and friendly? Do they work cooperatively and share ideas? As a new employee, you want to make sure the salon of choice is a place where you can learn and grow in a positive way.
Many recent graduates feel obliged to accept the first job offered, but it is better to find the salon that is a great fit than to have a resume filled with numerous employers.
Personal attributes that are key to a suc-cessful career include great communication skills. Understand that you (the stylist) and the work that you do are your calling cards. You are always on display, therefore it is vital to pay attention to personal grooming and always look your best.
Key to selling services to others is having confidence and the ability to sell yourself. No one is going to feel comfortable putting their beauty in the hands of someone who looks like they just rolled out of bed.
Finally, successful cosmetologists must be willing to invest in themselves. This includes continually striving to improve their skills as a stylist, communicator and professional.
By following these simple steps, a stylist should not only be able to find a job in the beauty business, they should also be able to become a successful stylist, flourishing in this highly creative and rewarding career.
Margie Wisniski is the VP of Operations, I.T.S. Academy of Beauty in Texas. For more information visit www.itsacademyofbeauty.com
How to Build up Your BookBy Debbie Doerrlamm
I went from zero clients to 70 in nine months and you can too. It is all in your client referral. My method was to attach myself to one of the more popular local high school girls. I adored this young lady, she adored her nails, so I made a deal with her; for every warm body you send me, you get a free fill-in.
I then made a deal with all the friends she sent my way, but for them it was a little different: For every warm body you send me I will give you $5 off your next fill-in. Within nine months my book was solid. I had to hire a girl to pick up the over flow and she was booked to her limits within three months.
Within two years, these high school girls started to leave for college, BUT, they also started to refer me to their mom’s, aunts, boyfriends mothers, boyfriends sisters etc. I made a swing to mostly adults over the next two years, to a little more reliable client base, but I was generally very lucky with the high school girls I did. As a matter of fact, I am still doing one of them today. Kerry is now my bookkeeper, and is married with kids.
A program of this type obviously cannot go on forever. You have to be strong and wise enough to know when to stop the referral discount. Post a sign at least one month before the decided upon discontinu-ation date.
Another thing I did when I first started out which worked very well for me, was get a stand at a craft fair and do nail art. Keep in mind this was almost 20 years ago, no one ever saw decals on nails or even wispies. That was all I did, apply decals, wispies, and some dot flowers on one or two nails for free.
So many of the technicians today are do-ing colored acrylic, glitter fades, stunning pink and white, UV Gel Polish, however you could still do some hand painting or decals just to stir up the interest level. If electricity is avail-able, you can certainly consider bringing your UV Lamp and do one UV Gel Polish nail.
You need to pack very few supplies, your appointment book and a stack of business cards. That is exactly how I got cozy with my popular high school girl that started the ball rolling in the first place. The big outlay for the fairs I attended as a vendor doing nail art and booking appointments was $20 or $25 a day, and I got much more than that in repeat clients from each fair.
Somewhere in my files, I still have a “fam-ily tree” that I sat down and made at some point. It is amazing to see who referred whom.
Keeping Track of ReferralsWhen a new client calls, my first ques-
tion is always, “Who referred you?” Let us assume Mary gave Susie my number. When I booked Susie’s first appointment, I would write MARY next to her name. When Susie rebooked, (that was the key -- Susie had to rebook for Mary to get her referral discount), I would find Mary’s next ap-pointment and make a note there about her referral bonus.
My record keeping was very simple, but effective. When you do not have that many clients, it is easy to keep track of who referred who, and who is due a referral dis-count. As you get more clients and it starts to tax your brain, then it is the time to stop the referral program.
For more information, please contact: [email protected] or call Debbie Doerrlamm at 631-981-1273.
Armstrong McCall’s Galveston Fashion Focus Show The Armstrong McCall Galveston Fashion Focus Hair Show, held May 15-16, 2011
in Galveston, Texas, offers interactive presentations by top international platform artists and features two of the beauty industry’s most inspiring and engaging speakers featuring some of the latest salon décor and equipment, free customized seminars and continuing education courses which count toward Texas licensing requirements.
Fashion Focus brings manufacturers including John Paul Mitchell Systems, Matrix, Farouk Systems Group, Goldwell/KMS-California, Aquage, Rusk, Brocato, Simply Smooth, Scruples, Kenra, Woody’s, Johnny B, Cricket, OPI, CND, Satin Smooth, Babyliss Pro, Malibu C, and many others and is exclusively for licensed beauty professionals.
Special presentations from Farouk Shami with Farouk Systems Group, Robert Santana with Matrix, Rosie Matos with Paul Mitchell and Shawna Parvin with Aquage.
Demonstrations given by world renowned stylists including Philip Sievers with Logics, Joe Anthony Pena & Christina Gonzalez, Efrain Leiva & Cynthia Diersen, Mickey Svircevic & Bradley Tuggle & Anna Cantu & Ozzie Davis with Farouk Systems Group, Freddie Razo & Gabriel Quinones with Johnny B, Martha Watts & Lori Pettaway with Avlon, and Scott Finley & Steven Todd with Woody’s and more!
For more information visit www.fashion-focus.net. To purchase tickets call 1-800-45-Salon or contact your Sales Consultant or visit your Armstrong McCall store.
TEXAS STYLIST & SALON | MARCH 2011 | 13
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14 | MARCH 2011 | TEXAS STYLIST & SALON
Educational events are listed free as space allows. To have your event listed, please email to [email protected] or mail to Stylist Newspapers, 1750 SW Skyline Blvd. #24, Portland, OR 97221. For more information call (503) 297-7010 x204.www.StylistNewspapers.com
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MARCH 2011 P 6: 3rd Annual Reign of Style Hair Competition and Show at The
Seattle Center Exhibition Hall, Seattle, WA www.reignofstyle.com P 6: 2011 Silicon Valley Battle of the Bay Student Hair, Nail &
Makeup Competition, Santa Clara, CA [email protected] (925)822-8983
P 6-7: Empire and ARROJO present Masters of Beauty Skills Cer-tification Program, Nashville, TN [email protected]
P 6-7: Prof. Beauty London, www.professionalbeauty.co.uk/london P 6-8: IBS New York, Jacob Javits Center www.ibsnewyork.com P 6-8: International Esthetics, Cosmetics and Spa Conference
IECSC New York, www.iecsc.com P 7: Neil Ducoff’s No Compromise Leadership Workshop hosted
by Shohba, New York City, NY strategies.com 1-800-417-4848 P 12-14: America’s Beauty Show, Chicago, IL 1-800-883-7808
www.americasbeautyshow.com P 13: American Board of Certified Haircolorist Exam, Chicago, IL
www.haircolorist.com P 13: CCA & CCA Central District Symposium Day of Education &
Competition, Santa Nella, CA www.the-cca.com P 13: Salon Services presents Kevin Murphy: Rock the Runway,
Renton, WA www.salonservicesnw.com P 13-14: ABA Canada, Montreal, Quebec www.abacanada.com P 13-14: The Intl. Congress of Esthetics and Spa, Arlington, Texas
1-800-471-0229 www.LNEONLINE.com P 18-20: Beauty International’s Worldwide Leading Trade Fair for
Professional Cosmetics, Nail, Foot and Wellness Professionals, Düsseldorf, Germany (312)781-5180 www.mdna.com
P 18-21: Cosmoprof Bologna, Italy www.cosmoprof.com P 20: Sorme Treatment Cosmetics Makeup Workshop at the
Maxwell Hotel, Seattle, WA www.sormeworkshops.com P 20: Milagros SalonSpa & Lisa Vann & Friends present Celebrity
Stylist Derrick Scurry Hands On Workshop & Show, Seattle, WA (206)441-5511 www.milagrossalonspa.com
P 20-21: Spectrum International Beauty Expo, Los Angeles, CA (310)680-7367 www.sibe.us
P 21: Neil Ducoff’s No Compromise Leadership Workshop hosted by Bellevue Club, Bellevue, WA strategies.com 1-800-417-4848
P 26: Neil Ducoff’s No Compromise Leadership Workshop, Newport News, VA strategies.com 1-800-417-4848
P 26-28: Midwest International Salon & Spa Expo, Rosemont, IL probeauty.org/ISSE
P 27: Neil Ducoff’s No Compromise Leadership Workshop, Frederick, MD strategies.com 1-800-417-4848
P 27-28: ABA Canada, Toronto, Ontario www.abacanada.com
APRIL 2011 P 2-4: ProKnowledge Workshop by Day Spa Association, Nash-
ville, TN www.proknowledgeworkshops.com 1-877-851-8998 P 3-4: The Intl Congress of Esthetics and Spa, Miami Beach,
Florida 1-800-471-0229 www.LNEONLINE.com P 9-10: Peel’s Spring Show, Council Bluffs, IA www.peels.com P 10: American Board of Certified Haircolorist Exam, Denver, CO
www.haircolorist.com P 10: Neil Ducoff’s No Compromise Leadership Workshop,
Vancouver, BC strategies.com 1-800-417-4848
P 10: The Wax Show by Smooth Skin Supply, Sacramento, CA www.ssmoothskinsupply.com
P 10-11: BSG Barnum presents Evolve. The Art of Hair, Sandusky, OH www.cosmoprofbeauty.com 1-800-362-3186
P 10-11: Cosmoprof’s 64th Annual Spring Style Show, San Jose, CA www.springstyleshow.net
P 10-11: High Road to Education, Buffalo, NY www.thehrte.com P 10-11: ABA Canada, Winnipeg, Manitoba www.abacanada.com P 11: Beauty School Forum, Barristar Productions, Phoenix, AZ
www.barristar.com 800 SHOW-432 P 17-18: BSG Cosmoprof Beauty presents Seattle Fashion Focus,
Seattle, WA www.fashion-focus.net P 17-18: Intercoiffure Symposium, Miami, FL www.intercoiffure.us P 17-18: ABA Canada, Vancouver, BC www.abacanada.com P 24: Sorme Treatment Cosmetics Makeup Workshop at the
Holiday Inn: Soho, New York City, NY www.sormeworkshops.com P 29-5/2: Electrologists’ Ass. of California State Symposium aboard
Carnival Cruise Ship 860-678-1972 Email: [email protected]
MAY 2011 P 1-2: ABA Canada, Edmonton, Alberta www.abacanada.com P 8-9: Beauty School Forum, Barristar Productions, Anaheim, CA
www.barristar.com 800 SHOW-432 P 15: California Cosmetology Ass. COSMO EXPO SHOW with Stu-
dent Competition, Winn River Casino, Redding,CA www.the-cca.com P 15-16: Galveston Fashion Focus, TX www.armstrongmccall.com P 15-16: The Makeup Show NYC, www.themakeupshow.com P 16: Neil Ducoff’s No Compromise Leadership Workshop,
Cleveland, OH strategies.com 1-800-417-4848 P 22: Beauty School Forum, Barristar Productions, Minneapolis,
MN www.barristar.com 800 SHOW-432 P 22: Sorme Treatment Cosmetics Makeup Workshop at the
Riverwalk Plaza, San Antonio, TX www.sormeworkshops.com
JUNE 2011 P 5-6: Premiere Orlando International Beauty Event & Premiere
DAYSPA conference, Orlando, FL www.premiereshows.com P 12-13: Texas Intl Hair Show, Dallas, TX www.texashairshows.com P 12-13: The Makeup Show Chicago www.themakeupshow.com P 16-18: BeautyEurasia by Cosmoprof Worldwide, Istanbul,
Turkey, www.beautyeurasia.com P 17: Neil Ducoff’s No Compromise Leadership Workshop,
Sacramento, CA strategies.com 1-800-417-4848 P 18-20: International Esthetics, Cosmetics and Spa Conference
IECSC Las Vegas, NV www.iecsc.com P 18-20: IBS Las Vegas, Las Vegas, NV www.ibslasvegas.com P 26-27: Nail Tech Networking Event of the Smokies, Gatlinburg,
TN [email protected] or call 630-761-3135 P 28-29: Spa & Resort / Medical Aesthetics Expo & Conference,
New York City, NY www.spaandresortexpo.com
JULY 2011 P 10-11: Image Expo 2011, Houston, TX www.theimageexpo.com P 16-18: ProKnowledge Workshop by Day Spa Association, Min-
neapolis, MN www.proknowledgeworkshops.com 1-877-851-8998
MARCH 2011 P JKS International offers classes including Mix Hair Color & Round
Brush Blow Dry, Salon Sanitation, & Cosmetology Laws & Rules - check www.jksusa.com for more information
P eAcademy presents Cosmetology Continuing Education online - for more information visit http://www.ewebce.com/
P Beauty Techniques by Linda offers ongoing certification in Perma-nent Make-Up, Eyelash Extensions, and Eyelash Perm & Tint http://www.beautytechniquesbylinda.com/
P 7: KM Impressions presents Basic Makeup 101, San Antonio, TX (210)655-4624 www.kmimpressions.com
P 7: Skin Logic presents Microcurrent Non-Surgical Face Lift Train-ing and Certification, Austin, TX (512)250-0544
P 14: The Industry Source Store presents CND Shellac Attack, Houston, TX www.tngworldwide.com
P 20-21: Dinair 2-Day Airbrush Makeup Class, Houston, TX www.airbrushmakeup.com or 1-800-785-4770
P 21: KM Impressions presents Airbrush Makeup Training, San Antonio, TX (210)655-4624 www.kmimpressions.com
P 21: Skin Logic presents Dermaplaning/Epidermal Leveling Training and Certification & LED Training and Certification Austin, TX (512)250-0544
P 27-28: Tools of the Trade Class - Cutting and Styling Classes featuring Dwight Miller, Albie Mulcahy, Alan Papaleo and Ian Gavet, Doubletree Hotel, San Antonio, TX (254)495-0189 or visit toolsofthetradeclass.com
P 27-28: Skin Logic presents Alexandria Professional Sugaring Training and Certification, Austin, TX (512)250-0544
APRIL 2011 P 4: Skin Logic presents Vascular Blemish Removal Training and
Certification, Austin, TX (512)250-0544 P 11: KM Impressions presents Bridal Makeup Training, San
Antonio, TX (210)655-4624 www.kmimpressions.com P 11: The Industry Source Store presents Explore Kemon, Houston,
TX www.tngworldwide.com P 18: Skin Logic presents Advanced Acne Treatments Training and
Certification, Austin, TX (512)250-0544 P 25: Skin Logic presents Microcurrent Non-Surgical Face Lift
Training and Certification, Austin, TX (512)250-0544 P 25: KM Impressions presents Airbrush Makeup Training, San
Antonio, TX (210)655-4624 www.kmimpressions.com
Off The Top Kimberly Johnson
Leadership Levels of a Stylist
Strong leadership can do so many positive things for an organization, and can often turn mediocre teams into great teams. Studying and utilizing tools to help managers expand into higher levels of leadership is important.
When one hears the word leadership, one tends to think of those leaders who carry the typical titles of manager, key holder, director, etc. However, I believe as stylists you must learn the levels of leadership and learn how to “lead” your customers in order to build your business. I have taken the five levels of leader-ship in management and transferred the con-cept into Five Leadership Levels of a Stylist. Level One -- Position (Because I Am a Stylist)
The stylist starts their career with posi-tion leadership due to certification: “I am a Certified Cosmetologist; therefore, I know all about hair.” This is the basic, entry-level stage of leadership. The only influence you have as a stylist comes with this first title. For example, a parent tells a child to do something that the child does not want to do. The child asks the parent, “Why?” and the parent replies, “Because I am the parent, that’s why.” Of course, this entry-level leadership works only to a certain extent. If you stay at this level, your success will be finite — you will not develop yourself or build your business.Level Two -- Relationship (Let’s be Friends)
The next level of leadership is attained through interpersonal relationships. Many friendships bloom in this leadership stage. This is where customers say, “I will support you because I like you and you seem to care about me.” This stage has many feel-good qualities, but if a stylist is stuck here, their leadership becomes based more on relation-ships than the services provided. Hence, this can lead their customer into boredom, unin-spired hair, and ultimately leaving your service to find another.Level Three -- Production (Only I Can Do this for You)
The third level of leadership happens when the stylist leads by delivering superior technical results. The stylist has “done it” and can “walk the walk” (or in the styling world, “cut the cut”). A stylist may feel unstoppable and strong with their technical ability, but they must enjoy this level of leadership and success without becoming trapped. If a stylist stops here, they might begin to lose their focus on guest service. They may inadvertently “expect” the guest to be satisfied due to their consistent technical results.Level Four -- Consultation (Hear and Provide a Solution)
The fourth level of leadership is one to celebrate. The stylist is so comfortable with their technical and customer service skills that they are now able to hear a client’s need and provide a solution to meet the client’s short and long-term goals. Selfless recommenda-tions are dominant during this stage and given with great intent. The stylist has evolved to merge technical skill, customer service, and their ability to influence a customer for a win-win solution every time.Level Five -- Iconic
This is the final stage of leadership and one that, unfortunately many do not reach. A stylist at this level is able to lead by expertise in their knowledge, their craft, and their inspira-tion. This person is sought after because of the difference they make in peoples lives, whether as masters in education, global artists, creative directors, etc. People follow these leaders be-cause of who they are and what they represent. Only the few leaders who have spent years growing themselves make it to this step, and those who do are bigger than life.
I hope you have enjoyed the Five Leadership Levels of a Stylist. Please feel free to write me with your thoughts on these top-ics, as I look forward to delving into each level in more detail throughout the year.
Kimberly Johnson is a successful Cosmetology School owner in Portland, Oregon. In addition, she serves as Director of Business Development, oversee-ing a local 12 million dollar salon spa operation with 250 employees with four locations. To reach Kimberly email her at [email protected].
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TEXAS STYLIST & SALON | MARCH 2011 | 15
WHAT’S NEW IN THE MARKET
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 [email protected] or mail to Stylist & Salon Newspapers, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221.
1. 100% Vegan Healthy Smoothing OptionZerran International, the vegan hair care innovator, marks 25 years in the pro beauty and salon in-
dustry with its launch of RealLisse™, the world’s first 100 percent vegan semi-permanent hair smoothing system. Patent protected, this salon-only product contains no keratin, absolutely no “hydes” by any name, or any substance that produces formaldehyde gas upon heating with a flatiron. No masks or scalp balms. No special venting required. No fumes. No harsh chemicals.
The pH balanced, heat activated formula introduces vegan proteins to the hair shaft, eliminating frizz, reducing unwanted curl and unruly volume. Hair will have natural body, movement and be responsive to thermal curling. Treatment effects last two to four months, depending upon client variables.
Trial and standard kits, backbar products and a full suite of client aftercare products are available. To view a step-by-step video or get more info, go to zerran.com or call 1-800- 626-1921.
2. Wake Me Up and Keep Me AwakeWith low pH, no sulfates and no parabens, Wake Me Up Shampoo and Keep Me Awake Conditioner,
from JKS International, leaves the hair and skin feeling soft and smooth and is safe for color-treated hair.Containing three exotic herbs and selective scents to completely relax the body, Wake Me Up Shampoo
and Keep Me Awake Conditioner can also be used as a sensual body wash and body conditioner. The effect is a warm, full-body relaxation that gradually builds which just might leave you infatuated with the product line. For more information visit www.jksusapro.com or call 1-877-557-8722.
3. Milano Collection Premium Quality Wigs Until recently, wigs were worn mainly by entertainers, medical patients and women with thinning
hair. Today, however, wigs are becoming more mainstream, and one company is ready to meet the in-creased consumer demand.
Milano Collection Wigs, a Los Angeles based manufacturer of premium quality European hair wigs, knows wigs are a popular option for diversifying hair styles and or color without expensive extensions and weaves. They are also an ideal solution for thinning hair, alopecia and chemotherapy patients.
“I discovered Milano Wigs when responding to my clients.” said Katherine Shaffer, a Los Angeles stylist. “Several of my clients vented to me about needing a better solution for their hair. Some for medical reasons and others simply because they couldn’t get the look they wanted from their own hair”. Shaffer is part of a growing trend of salons that offer high end wigs to their clients.
“Salons are fast becoming a destination point for customers seeking premium quality wigs” says Founder, Yitzy Geisinsky. “Customers love it because they have a trusted source, and salons love it because wigs represent an added revenue source,” he adds.
The company recently introduced the “Freedom Cap” design (patent-pending) that enables their wigs to be worn without clips, combs or messy glues. The Freedom Cap is constructed from a unique fiber that fastens securely to hair or scalp, a godsend for any wig wearer.
Milano Collection’s products are available online at www.MCwigs.com or by calling (323) 657-WIGS.
4. A Curiously Addictive, Habit-Forming Hair FixCrack by ProLocks, is a unique multi-tasking leave-in treatment and styling aid in one, that instantly
and effectively transforms keratin-depleted, stressed, frizzy hair to a sleek, smooth and shiny dimension.Highly sophisticated micro proteins and power peptides, found in Hydrolized Wheat Protein, instantly
infuse deep into the hair cuticle and encase the hair follicle to promote healing. By blocking the effects of humidity, Crack can eliminate up to 95% frizz and curl, leaving hair smooth, shiny and luxurious.
Instantly penetrating deep into the hair cortex, Crack will strengthen, repair and protect stressed, dry and mature hair from the inside out. Crack also provides a barrier from heat and thermal styling while adding shine and slip without making hair greasy.
For more information visit www.prolocksusa.com or call 1-800-645-1616.
5. Two New Collections from Color ClubColor Club, by Forsyth Cosmetic Group, introduces two new collections. Alter Ego, their latest col-
lection of diverse, long-lasting lacquers, lets you create high-fashion looks for every identity. Go incognito with opaque shades or rendezvous in full view with our sheers.
Sparkle with Starry Temptress, an otherworldly collection of star-making shades that brings bold color and glitter detail together. Brush on Color Club’s Starry Temptress Topcoat for mega-shine and twinkle!
Forsythe is not only renowned for its exceptionally safe products made with the best raw materials but also for its long list of industry firsts including fast drying nail polish, the nail polish corrector pen, UV top coat and spray Silica nail dryers, to name a just few. Today, Forsythe continues to produce such high-performance brands such as Color Club and Art Club, two of the fasting growing brands in the industry. Forsythe is also a leader in Private Label cosmetics.
For more information visit www.cosmeticgroup.com or call 1-800-221-8080.
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