the industry source magazine • may/june 2013

THE INDUSTRY SOURCE MAGAZINEMAY • JUNE 2013

Six Ways to WOW Customersp. 16

CustomerServicePrinciples to LIVE byp. 20

On SALENowp. 63

$5.95

p. 40

VINYLUXby CND

Leisurely days spent poolside soaking up rays for a sun-kissed glow.

Discover the new CND Shellac Summer Shades at a store near you.

NEW SUMMER SPLASH

COLLECTION!

cnd.com

©2013 Creative Nail Design, Inc.

On Like Polish. Wears Like Gel. Off in Minutes. No Nail Damage*. (Really!)

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ANOTHER BREAKTHROUGH

FROM CND.From the innovators of CND Shellac™ comes a superior

removable gel system that revolutionizes nail technology: Brisa Lite.

Smoothing Gel, the power partner to CND Shellac, perfects and smooths.Sculpting Gel, a light enhancement, adds shape and length.

EASY ON.EASY OFF.

EXCEPTIONAL WEAR.

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EASY ON.EASY OFF.

EXCEPTIONAL WEAR.


Leisurely days spent poolside soaking up rays for a sun-kissed glow.

Discover the new CND Shellac Summer Shades at a store near you.

NEW SUMMER SPLASH

COLLECTION!

cnd.com


On Like Polish. Wears Like Gel. Off in Minutes. No Nail Damage*. (Really!)

* W

hen

use

d a

s d

irecte

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cnd.com

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EASY ON.EASY OFF.

EXCEPTIONAL WEAR.


cnd.com

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EASY ON.EASY OFF.

EXCEPTIONAL WEAR.


Available at: T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com


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The feet have 500,000 sweat glands that help remove toxins

from the body. Soaking the feet with DETOXSOAK™

(for 15 minutes) and a 15 minute DETOXSOAK™ Somatology

Massage will help to de-stress, relax and refresh the body.

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Scan this QR Code with your smart phone to learn more about DETOXSOAK™ & other Cuccio Naturalé™ products and services or go to:cuccio.com/detoxsoak

BUY IT NOW! If you can’t wait to get started providing your clients with this great new service and increasing your income purchase the DETOXSOAK™ Herbal Foot Service Kit now.

Kit contains: 8 DETOXSOAK™ packets and includes FREE one 4 oz. serum and set of technique cards (a complete value of: $55.96)

Spa/Salon: $46.99 (#663400)



The views and opinions in the articles herein are not to be taken as official expressions of the publishers, unless so stated. The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles herein, nor do they so warrant any views or opinions offered by the authors of said articles. No part of this publication may be reproduced in any form or by any means, including photocopying, or utilized by any information storage and retrieval system without written permission from The Industry Source. Prices subject to change without notice. Not responsible for typographical or misrepresented items in catalog.

Amanda Trent, [email protected]

Design Staff:Shelly Schroeder, Senior DesignerAdriana Lagrou, DesignerMackenzie Sand, DesignerSusan Stevens, DesignerJen Boley, Advertising

Editorial & Sales Office:29683 W K Smith Dr.Lyon Tech ParkNew Hudson, MI 48165248.347.0388 phone248.347.3351 fax

theindustrysource.com

Cover Photo: CND

Catherine Chan, Katie Dysert, Lisa Fazio, Glen Hamilton, Bonnie Harvey, Michael Houlihan, Rob Kaufman, Christine Kloser, Kate Marsden, The M’Loyal Team, Robert L. Moment, Lea Streblow

© 2013 tng worldwide. All rights reserved.

When it comes to nails, Jan

Arnold is the reigning fashion

queen. As co-founder of CND,

she plays an active role in shaping

everything from the hottest

colors to the latest innovations

in nail technology. Now CND

is rolling out the newest nail

polish innovation in the form of

an extended wear polish called

VINYLUX that is sure to be a

polish game changer.

18 WHY CUSTOMER SERVICE MATTERS MORE DURING

TOUGH TIMESUnfortunately, when things get tough and money gets tight, many businesses try to cut costs by cutting corners on customer service quality. However, this is exactly the wrong thing to do.

24 INCREASE YOUR BOTTOM LINE BY GOING ABOVE

AND BEYONDThink hard about your biggest clients or customers. Can you think of something you did that they would say shows you have over-delivered for them – not just things they would expect as standard, but really going the extra mile?

52 A TOP NOTCH EXPERIENCE

Located in Centerville, Ohio, Michael’s Salon and Spa is the Dayton area’s premiere salon and spa, offering exceptional service backed by years of professional experience.

58 FACEBOOK OR FACE TIME?

Technology has made many aspects of modern living more convenient and “connected,” but the pendulum has swung too far. Now, people are reluctant to do something as simple as pick up the phone, preferring to shoot off an email instead.

May/June 2013

Become a fan of THE INDUSTRY SOURCE

Follow us: THE INDUSTRY SOURCE

40

FEATURES

10 THE INDUSTRY SOURCE May/June 2013

COVER LOOK – CND VINYLUX™

Base color:Limeade

JAN ARNOLDof CND on VINYLUX

Polka dots:• Pink Bikini• Bicycle Yellow• Cream Puff


ABOVE & BEYOND16 Six Ways to Wow Customers18 Why Customer Service Matters More During Tough Times20 Customer Service Principles to Live By22 Professional Perspective: We Are All Customer Service Employees24 Increase Your Bottom Line by Going Above and Beyond 26 Professional Perspective: Set Your Business Apart28 Going the Extra Mile for Your Clients 30 Professional Perspective: It’s the Extras That Count

CONNECT54 Ask the Industry56 Mobile Based Loyalty Programs 58 Facebook or Face Time?

RESULTS 60 Ad Index62 May/June Promotions70 TheAcademy Course Schedule

40

56

INNOVATESnap Shot 32

Fun in the Sun 34

A Splash of Color 36

Top Five Bridal Service Products 38

CND’s Jan Arnold talks VINYLUX™ 40

CND VINYLUX™ 41

Make your VINYLUX™ Application a Signature Service 44

JUST INNew Products 46

IMAGEEmployees: The Face of Your Company 50

Look the Part: Freshen Up Your Wardrobe 51

A Top Notch Experience 52

18

CONTENTS


Message from the CEO

I love spring – and especially the months May and June. Winter is long past, and the best weather of the year is in front of us (one advantage of living in the Midwest!).

This time of year is filled with celebrations from Mother’s Day to Memorial Day to graduations, weddings and everything in-between. And that means lots of women needing beauty services along with plenty of eating

and drinking. Yum!

However, something very special is happening this month that will affect virtually everyone – and it just happens to be happening in the fastest growing part of our industry.

Drum roll, please. . .

VINYLUX by CND. Sworn to secrecy since last year, I am now a free man to talk about this wondrous new line that will revolutionize nail polish – much the same way Shellac invented gel polish (or as they call it, Power Polish). CND has once again created a new category based on a staple – this time one-week nail polish. The secret is in the formulation. Please read all about it on pages 40 – 41 as we interviewed Jan Arnold, co-founder of CND about this exciting new product. All I can say is this: If you are in the nail polish business, you need VINYLUX – and the sooner you order it, the better.

This issue of THE INDUSTRY SOURCE magazine is all about providing outstanding customer service. We all know legendary stories about Nordstrom and how their employees go above and beyond. Companies that excel in customer service do it effortlessly; it’s part of their DNA. TNG is no different. Our mission is 100% customer success, and each of our talent is customer-focused. Whether you are a business owner or contractor, you will find some great nuggets inside to help build upon your foundation.

On another note, May/June is going to be a huge opportunity for you to take advantage of tremendous sales on closeouts and furniture and equipment. All Nailco Rewards members will receive up-to-date information on all our upcoming sales and events.

Enjoy the great weather while it lasts, and, more importantly, hop on the VINYLUX wagon. You will not find the brand at retail stores or online – another huge opportunity to take advantage of.

Larry Gaynor

Founded in 1985, tng worldwide is the worldwide leader in providing professional products to the salon, spa, tanning and hospitality industry. tng worldwide is a company that is defined by a mission of 100% customer success.

SIGNATURE BRANDS:

AMERICA’S BEST VALUE BRAND! af fo rdable luxury

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Larry Gaynor, President & CEO, tng worldwideLarry Gaynor, President & CEO, tng worldwideP.S. Because of so many of my faithful readers, I will continue to write this column. Thanks so much for all your kind words and comments in response to my last column.

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Customers of every kind of business imaginable these days bemoan the state of customer service. While the global economy and the internet have given businesses the opportunity to serve more clients than ever before, the trend has

also given way to impersonal, lackluster customer service. It’s unfortunate that most businesses today don’t realize that they are regularly losing valuable customers if they don’t focus on providing an exceptional customer service experience.

Often good customer service might seem invisible because good service is one of your customers’ basic expectations. However, great customer service really shines when a customer has a complaint. When a customer is unhappy with something, he or she is already in a negative mindset. In these situations, the best customer service doesn’t simply neutralize the problem. Outstanding customer service takes a negative and turns it into a positive that ensures the customer is not only happy but is convinced he or she has had an outstanding experience – the “wow factor” – that he or she would not have gotten with any other company.

Here are key ingredients of the “wow” experience:

1. Seamless service means providing everything the customer needs and not just what is required to meet the minimum standards. It’s about making sure that they don’t have to wait and wonder. Customers appreciate a smooth, seamless process that addresses their needs. If there are several steps needed to take care of their concerns, keep them in the loop – update them by email or with a quick phone call so that they know you are working on the situation and progress is being made. By keeping them abreast of what is going on, you are letting them know you haven’t forgotten about them and that you understand their concerns – reassurance and communication are powerful customer service tools.

2. Trustworthy service is essential to retaining customers. Promising a customer anything and delivering nothing is the surest way to not only lose a customer but get the kind of word of mouth bad press that can ruin

WOWSix Ways To

CUSTOMERS

ABOVE & BEYOND

800.362.6245 THE INDUSTRY SOURCE 17


Available at: T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.comAvailable at: T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com


you. Under promise and over deliver – If you promise a satisfactory solution and then go the extra mile to not only satisfy the customer, but gain their appreciation and “wow” them, you will get word of mouth that will bring new customers to you.

3. Attentive service means paying attention during and after the initial contact. How many times have you spoken to a customer service department and been subjected to an obviously scripted response from the customer service representative? Does it give you the feeling they aren’t really listening but are just trying to get to the end of their canned presentation?

Attentiveness should run through every customer service experience, from listening carefully to the customer’s concerns to following up after the exchange is over to make sure their needs have been met. Listening isn’t just about hearing – it is about understanding what is really being said. The words are just the beginning – what about the customer’s tone of voice? Her mood? Is she disappointed, angry or frustrated? Keying in to the customer’s mood and responding appropriately is essential and it means not following a script.

4. Resourcefulness means finding solutions when there appear to be none. Many companies have iron-clad policies that must be followed whenever a problem arises. However, sometimes a customer won’t be satisfied by the “company line” approach. Resourceful customer service representatives know that there is always a way to move beyond the standard procedures in order to make a customer happy. Resourcefulness involves finding a solution when a solution isn’t apparent. This may mean moving up the chain of command before the customer demands to talk to your superior. Companies with excellent customer service also give their representatives some leeway so that they can come up with creative solutions on their own. When a customer senses thatyou are going beyond the norm to help them, they will feel valued and respected.

5. Courtesy is a commodity that is becoming rarer every day. It takes so little to be polite, but it is becoming a lost art. Say please when you ask a customer a question, thank them for their information and take your time talking to them. Nothing makes a customer feel more devalued than being treated like a number. Use the person’s name, make requests rather than demands and know when to apologize. When something goes wrong for a customer, they want to hear that you understand their frustration and that you are genuinely sorry that they are being inconvenienced. It takes nothing to say, “I’m so sorry you aren’t satisfied and I hope we can do something to correct this.”

6. Proactive service means not waiting for the customer to come up with a solution that you simply follow through on. A proactive customer service representative anticipates the needs of the customer and follows through. Don’t wait for the customer to ask you what you are willing to do – anticipate the question and answer it before they can ask. If they call and say they aren’t satisfied, apologize and immediately suggest some solutions. Customers want you to take the lead – acknowledge their unhappiness, offer a solution or solutions and explain to them how you are going to follow through. Proactive service means taking the lead, which will reassure your customers that you know what you are doing and that you will follow through.

If you keep these six keys in mind – seamless service, trustworthiness, attentiveness, resourcefulness, courtesy and pro-active service – you will be able to offer every customer the “wow” customer service experience that inspires loyalty and keeps customers coming back for more. s

WRITTEN BY ROBERT L. MOMENT

ABOUT THE AUTHOR:Robert Moment is an innovative customer service consultant, business coach and author of “Invisible Profits: The Power of Exceptional Customer Service.” Visit customerservicetrainingskills.com and sign-up for his free five day e-course called, “Creating Wow Customer Service Experiences.”


Chances are that tough economic times have affected your business in one way or another in the last several years, but often how a business handles difficult times is what determines whether or not they are able to rebound.

Unfortunately, when things get tough and money gets tight, many businesses try to cut costs by cutting corners on customer service quality. However, this is exactly the wrong thing to do because customer service quality matters more than ever during tough times.

Here’s why:

1. When people buy during an economic downturn, they are extremely conscious of the hard-earned money that they spend.

Customers want more attention, more appreciation and more recognition when making their purchases with you, not less. Customer service quality is simply essential.

2. Customers want to be sure they get maximum value for the money they spend. They want assistance, education, training, installation, modifications and support. The basic product may remain the same, but they want more service and higher customer service quality.

MATTERS MOREDuring Tough Times

Why Customer Service

ABOVE & BEYOND





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3. Customers want firmer guarantees that their purchase was the right thing to do. In good times, a single bad purchase can be quickly overlooked or forgotten, but, in tough times, every expenditure is scrutinized. Provide the assurance your customers seek with generous service guarantees, regular follow-up and speedy follow-through on all queries and complaints. Customer service quality matters more than you think.

4. In difficult economic times, people spend less time traveling and “wining and dining” and more time carefully shopping for each and every purchase. Giving great service enhances the customer’s shopping experience and boosts your own company’s image. When times are good, people move fast and sometimes don’t notice your efforts. When they’re not, people move more cautiously and notice every extra effort you make. Customer service quality is vital because people will pay attention and remember.

5. When money is tight, many people experience a sense of lower self-esteem.

When they get good service from your business, it boosts their self-image. And when they feel good about themselves, they feel good about you. And when they feel good about you and your customer service quality, they buy.

6. In tough times, people talk more with each other about saving money and getting good value. Positive word-of-mouth is a powerful force at any time. In difficult times, even more ears will be listening. Be sure the words spoken about your business are good ones by making your customer service quality exceptional!

A few tips for tough times:

1. Understand how your customers’ expectations are rising and changing over time. What was good enough last year may not be good enough now. Use customer surveys, interviews and focus groups to understand what your customers really want, what they value and what they believe they are getting (or not getting) from your business.

2. Use customer service quality to differentiate your business from your competition. Your products may be reliable and up-to-date – but your competitors’ goods are, too. Your delivery systems may be fast and user-friendly, but so are your competitors’! You can make a more lasting difference by providing personalized, responsive and extra-mile customer service quality that stands out in a unique way your customers will appreciate – and remember.

3. Set and achieve high standards for customer service quality.

You can go beyond basic and expected levels of service to provide your customers with desired and even surprising service interactions. Determine the standard customer service quality in your industry, and then find a way to go beyond it. Give more choice than “the usual,” be more flexible than “normal,” be faster than “the average’” and extend a better warranty than all the others. Your customers will notice your higher

standards. But eventually those standards will be copied by your competitors, too. So don’t slow down. Keep stepping up customer service quality!

Finally, always remember that customer service quality is the currency that keeps our economy moving. I serve you in one business, you serve me in another. When either of us improves customer service quality, the economy gets a little better. When both of us improve, people are sure to take notice. When everyone improves, the whole world grows stronger and closer together. s

WRITTEN BY ROB KAUFMAN

ABOUT THE AUTHOR:Ron Kaufman is the world’s leading educator and motivator for upgrading customer service and uplifting service culture. He is author of the bestselling “UP! Your Service” books and founder of UP! Your Service. To enjoy more customer service training and service culture articles, visit UpYourService.com.


What do these companies have in common: Southwest Airlines, Neiman Marcus, Marriot, Disney and Enterprise Car Rental? They are all customer service pioneers. Each company has forged a new path through their commitment, dedication and

innovations to become known as leaders in delivering excellent customer service. Serving the customer is more than some fancy words on their company mission statements. Customer service truly represents the very essence of each company’s’ existence.

These companies, along with hundreds more, have already done the hard work. They have laid the ground work, set the examples and blazed the trails for other companies to follow. They have demonstrated how to achieve success by serving the customer.

Why then don’t all companies follow this proven path to success? Do they not know the core principles these companies follow?

In reverse order, here are the top 10 customer service principles to live by that have helped these businesses and will help yours as well:

10. Focus The customer should always be the number one focus of any company. All decisions, services and products should be based upon satisfying the needs and expectations of the customers.

9. Take Action The best laid plans will never come to life without action. If you are going to talk the talk, then you must walk-the-walk. When companies, which brag about the importance of customer service, fail to deliver outstanding service, customers and employees lose faith and trust in them.

8. Create Happy EmployeesYour employees’ beliefs, attitudes and behaviors determine the quality of the customer service provided. The quality of customer service will never exceed the quality of the people who provide it. Happy employees create happy customers.

7. Develop EmployeesThe three key words in employee development are training, training and training. Teach your employees how to serve the customer, equip them to serve and then empower them to serve with excellence.

6. Establish RelationshipsCustomer loyalty is achieved by having a relationship with your customers. The stronger the relationship, the more loyal your customer becomes. Relationships are built upon trust, communication and interaction. Every customer interaction is an opportunity to further enhance communication and improve trust.

5. Measure PerformanceIf you can’t measure it, you can’t manage it. Measuring customer satisfaction, customer feedback and employee adherence to customer service standards is paramount in delivering exceptional customer service with any degree of consistency. Always inspect what you expect.

ABOVE & BEYOND

TO LIVE BY

Customer Service Principles


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4. Build Team UnityTo achieve optimal success, everyone must be on the same page, striving for the same goal, aspiring to the same vision and functioning as a team. Teamwork will always produce greater results than individuals working alone.

3. Formulate a PlanIs the care your customers receive by design or by default? Without a crystal clear, well defined, universal set of customer service standards, you will leave customer satisfaction up to chance. If you fail to plan, you plan to fail.

2. Commit to ExcellenceCustomer service is the number one differentiator in today’s competitive marketplace. Having a good product or a low price does not guarantee a competitive advantage or customer loyalty anymore. Commit to installing and fostering a customer-first culture within your company. Serving with excellence is a choice.

And the number one principle all companies need to implement to achieve service excellence is…

1. BeliefBelieve in the power of customer service. Believe in necessity of customer retention.

Believe in the relationship between customer loyalty and the growth of your business. Believe that becoming customer-focused not only makes good business sense but it guarantees increased revenue and profit. It has been said, “A belief is not merely an idea the mind possesses, it is an idea that possesses the mind.”

This should serve as a challenge to every company to not only implement these principles, but to have the faith, courage and vision to move beyond providing excellent customer service to building a reputation as a customer service pioneer. And remember:

Some companies make things happen.

Some companies watch what happens.

Some companies wonder what happened. ▲

WRITTEN BY GLEN HAMILTON

ABOUT THE AUTHOR:Glen Hamilton teaches companies how to build customer loyalty. His expertise is in defining the “why” and “how to” in achieving customer satisfaction, then moving companies beyond satisfaction onto the realm of customer loyalty. His mission is to educate, motivate and inspire others to service with excellence and his vision is for all companies to strive for 110% customer satisfaction 100% of the time.


While going through cosmetology school years ago, I worked at a tanning salon. It didn’t take long to realize that almost everyone who came in needed someone to talk to. There were times when I couldn’t clean for over an hour because I was busy

listening to someone’s terrible day. My boss would come in and be more than a little irritated with me. How could I explain that I couldn’t tear myself away from being their confidant? The day I almost lost my job due to an over indulgence of information from a client, I realized I was meant to listen – AKA be a customer service employee.

According to the United States Bureau of Labor Statistics, one of the top twenty largest growing occupations is customer service representatives. It’s projected that customer service reps will grow 15% into 2020. You may think “why does this concern me?” Look around you! Almost every job out there involves customer service. The nurse at the doctor’s office, the CEO at a major business and

the stylist behind the chair at your favorite hair salon. With almost 2.2 billion jobs in the United States alone, how can we afford to let those positions not obtain the best of the best?

When I first entered cosmetology school, my instructor said we would become just that, the best of the best. As we looked on with our bright eyes (lined with turquoise) and impressionable minds, we enveloped this mantra into our daily lessons. I can’t help but wonder, what if everyone had taken this class and tried to mold this lesson into their daily lives?

In our industry, we’re constantly jumping into the pool of customer service daily, doing our laps and trying not to drown. We take pride in our daily services, and those little extras we add on – the quick conditioning treatment at the shampoo bowl, the mention of your sweet client’s daughter’s wedding that she beamed about at her last appointment. Customer service isn’t just about the physical service, but the emotional support given. When we strive to do more than the bare minimum, we are more successful. Believe me – your client will remember the time you took to hug her when she was feeling low or to congratulate him on his new promotion. That’s what customer service should exude – an all expenses paid trip to above and beyond! s

WRITTEN BY LEA STREBLOW

ABOUT THE AUTHOR:Lea Streblow is a licensed cosmetologist who has over 10 years of experience in the beauty industry. After many years in diverse salons and establishments, she is currently contemplating going into business for herself. She is an advocate for strong work ethic and putting in long hours – and then, of course, reaping the rewards of all that effort! Recently married, she enjoys walking the Lake Michigan shoreline with her husband, Kyle, and their sweet dog, Rooka.

Customer service isn’t just about physical service, but the emotional support given.

We are all customer service employees.

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Think hard about your biggest clients or customers. Can you think of something you did that they would say shows you have over-delivered for them – not just things they would expect as standard but really going the extra mile?

For instance, have you ever given them free samples of product when they came in for a service? Or added an extra component to a service free of charge? Have you supported them in a charity venture they were undertaking? Or have you chatted with them longer than you might normally have just because they were in need of a listening ear?

If you can’t answer “yes” to any of those questions, perhaps it’s time to start thinking about how you can differentiate your business from your competition and what you can do to show how important those customers are to you. People often go the extra mile when they are trying to win new business, but they often forget that retaining customers is more important than winning new ones.

And don’t mistake great service for the standard “corporate entertaining.” Most businesses have had a customer appreciation day or two, but most people would never make a decision based on these things. I’m talking about personal, relevant, standout elements that really show that you are going the extra mile for your customers on a regular basis – even if you may not have that big of a budget to spend on them!

If you’re having a hard time knowing where to start, keep these principles in mind:• Always under-promise and over-deliver – never the other way around.

• Never tell your customers “no” because “that’s the policy.”

• Have quicker response than your competitors and be more flexible when it comes to things like cancellations or sneaking in last minute appointments.

• Think about the long term value of your customers and not what the extra service you offer might cost today.

• Be personal in what you do – people do business with people, not faceless companies.

If you haven’t done these things, perhaps you should reconsider what you are doing in this business. Customers need to be reminded constantly that you value them and are doing more than just giving them what they pay for. People hate being taken for granted and being treated as if you have the right to their money. So, take action NOW – starting this week. Find a way to go the extra mile for at least one of your key customers whenever or however you can every week, and slowly these kinds of habits will start adding more clients to your business and dollars to your bottom line. ▲

WRITTEN BY KATE MARSDEN

ABOUT THE AUTHOR:Kate Marsden specializes in helping professionals improve their business results and is the founder of Ignition Key Ltd. She has 20 years of business experience working at the director level for a number for well-known organizations. Marsden provides businesses with advisory, support, coaching and mentoring services enabling them to change their performance and results. For more information, visit ignitionkey.co.uk.

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Some people travel a great distance to see a stylist. How many other salons do they pass on their way? What is it about you that makes them travel to see you?

You have all of the right stuff that good hairdressers are made of – technical skills and the look to represent what

you do, but so do many other stylists. What extra do you bring to the table? Remember the “extra.” Chances are the “extra” has something to do with customer service.

But what are some customer service components that makes your business stand out? I started hairdressing at 18, and a client once told me then that I was conscientious. Wow! What a compliment! I took that compliment with me for 29 years.

Maturity is a big part of customer service. You must put yourself in your client’s place every time. How would you want to be serviced? Hairdressing is very unselfish. When a client is in your chair, you must put yourself in the zone. The zone is all about them, not you – not what you have to do the minute you get out of work, not what’s going on in your life.

There are many little extras that you can do to service your client to the ultimate level. Offer a beverage during their service, a warm towel under their neck during their shampoo, a longer scalp massage while shampooing – or just be a listening ear. Connecting with them on a personal level is vital, too.

There’s a level of sophistication that comes with customer service. I recently met with a man that I worked for in Birmingham, MI in the late eighties and early nineties who now lives in New Mexico. He is well traveled and mentioned how the Metro Detroit client is one of the most fashion savvy in the country, and he said the stylists here are equally sophisticated. I say that to say, keep your specific clientele in mind. In a more fashion savvy area, it’s important to cater to a more upscale clientele. You are their fashion authority, so it’s even more important to keep yourself fashion forward in hair and clothing. Educate yourself regularly.

So remember, the “extra” that you have to offer your client. Be conscientious to their every need, be mature by putting their needs before yours and maintain a level of sophistication in all that you do. This business is extremely competitive, so be sure to take the time to set yourself apart from the rest. s

WRITTEN BY LISA FAZIO

ABOUT THE AUTHOR:Lisa Fazio works at Andrew Marké Salon in Rochester, Michigan. The salon is owned and operated by Angela Marké and Andrew Bernard. Angela Marké has over 13 years experience in the Salon/Spa business. Andrew Bernard owns, operates, and has worked behind the chair at Friends Hair and Nails for over 25 years, located at 19877 Mack in Grosse Pointe Woods. Their collaboration has created a one of a kind salon experience for both clients and staff.

Set your business apart.



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Sometimes it seems like there are two distinct groups of businesses: those that believe in “going the extra mile” for their customers and those who don’t seem to be “going” at all.

Last month, I had the great pleasure of meeting Tony Hsieh, CEO of Zappos.com. Under Tony’s leadership, Zappos grew their gross merchandise sales from $1.6M in 2000 to over $1 billion in 2008 by focusing relentlessly on customer service. Literally, Zappos.com has been built on an incredible company culture and on customer service that beats all customer service. This is a company that goes far beyond the extra mile to keep their customers coming back over and over again. And it’s making a huge impact on their bottom line.

The other end of the spectrum seems to be companies who believe their successful status allows them to be less customer service driven and more about the distance they create between themselves and their customers/clients – the philosophy being that the more unreachable the company is, the better it is for elite positioning in the marketplace.

Based on my own experience, I’m a firm believer in going the extra mile. Perhaps it was my childhood experience as an arts and crafts facilitator at the local park (constantly trying to do the best thing to keep parents and kids coming back for more) or my later experience as a fitness trainer who kept my clients for years rather than months (like most trainers), but somewhere along the line I learned that going the extra mile works wonders and resonates more with customers than the “keep your distance” approach to business.


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Going the

EXTRA MILE

for Your Clients




Here are a few examples from my recent experience that may help drive this home for you:

Example #1: At the inaugural Freedom Formula Experience this past January, I told my event manager I wanted to be in the seminar room on Thursday morning when the doors opened to allow attendees in. She was a bit surprised because she hadn’t had that request before from other clients. Most of her clients stayed backstage until they were formally introduced at the front of the room. But, for me, it was important to greet my seminar attendees and connect with them prior to taking the stage. They travelled from across the U.S., Canada, Australia and the UK to be there, so it only felt right for me to say “hello” as they entered the room. The surprise benefit was hearing from everyone how much they loved seeing me there giving out hugs, and it gave me a HUGE boost of energy and enthusiasm as I took the stage that morning. Going the extra mile served them and me. Everybody was happy!

Example #2: I have the great pleasure of working with 24 of the most incredible entrepreneurs – one of whom happens to be a Twitter expert. Twittering is a whole new world that I’m learning bit by bit. It just so happens that most of my clients are also Twitter challenged, so I decided to “go the extra mile” and do something about it. It was so simple (and obvious) how I could serve everyone on their Twitter journey. I simply asked my client (the Twitter genius) if she’d allow me to interview her about Twitter and we’d invite everyone to

attend the interview. She was ecstatic about the opportunity to begin teaching what she knows about Twitter. I was thrilled because I was going to learn more about how not to be a Twitter snob, and all of my coaching clients were so happy they got to learn about Twitter – especially because it was an unexpected bonus that was above and beyond what I’d promised. Again, going the extra mile served everyone involved. It was a win/win/win all the way around!

I share these examples only to get your mind thinking about what you want your approach to be and what you can do to solidify that approach. So, if you’re aligned with “going the extra mile,” I encourage you to take a look at your current customers and clients and identify at least one thing you can do to “go the extra mile” to help them succeed today. ▲

WRITTEN BY CHRISTINE KLOSER

ABOUT THE AUTHOR:Christine Kloser, author of “The Freedom Formula,” helps small businesses put soul in their business and money in the bank. If you want to enjoy a purpose-driven business and a soulful life, send for her free Conscious Business Success Kit, which includes her report, “How to Avoid the 3 Massive Mistakes Made by Conscious Entrepreneurs” and audio “7 Strategies Entrepreneurial Authors Need to Know Before Writing a Word” at LoveYourLife.com.


Ihad an instructor once tell me that anyone can give a good haircut, but it is my uniqueness that ensures my clients will stay loyal to me. There are ways to take different services above and beyond for your clients in order to keep them coming back and sitting in your chair. These extra add-on tips that I suggest are

quick, easy ways to add a little something extra to your service that your clients will appreciate and remember.

If a client is going lighter for spring, offer a complimentary conditioning treatment at the shampoo bowl. Make sure the product is available for them to purchase and take home as well.

Schedule an extra 10 – 15 minutes with your client so you can do the “fine-tuning” to make their haircut and style a signature one. Any stylist can give a haircut, but it is your unique texturizing and styling techniques that will ensure you are the only one that can do it like that.

Attend some new cutting and coloring classes to bring back new techniques and formulas to try. You will be surprised as to how many clients are willing to try what you have learned.

Be conscientious of your client’s time. Try to be on time. If you are running behind, be sure to call them in case they have errands they can run beforehand.

Ask about your client. Listen to them and keep things about your own personal life to a minimal. This is their time.

Be sure to offer water, coffee or tea before the service starts and while they are processing.

If you use any new products on your client, give them a sample of it to take home and try on themselves.

If a client sends you a referral, make sure you let them know how much you appreciate it. Give them a small gift with some samples or maybe a $10 coupon off their next service.

If you aren’t already doing so, keep good records. Make sure you know what formulas you used on them during their last service. Also, write down what products you sold them in order to make sure they like what they purchased and are using it correctly.

Last, but not least, tell your clients to have a wonderful day when they leave the salon. Make sure it is genuine.

These are just a few ways to set yourself apart from other hairstylists. Good customer service is something that today’s working world is lacking. Even if a client wants to try a new hairstylist, it is your phenomenal customer service that will keep you in the back of their mind. As soon as they find that their haircut is alright but they are not receiving all of the extras that you got them accustomed to, they’ll be back. s

WRITTEN BY KATIE DYSERT

ABOUT THE AUTHOR:Katie Dysert has been in the field of cosmetology since 2006. She is currently a hair designer at Elements of Hair Design in Jackson, MI. Katie has apprenticed in a salon in Rome, Italy and is taking what she has learned from the industry to cosmetology students. She is fulfilling her goal of becoming a cosmetology instructor by student teaching in the cosmetology program she attended at the Jackson Area Career Center.

It’s the extras that count.



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The spring sun is peeking out, and summer is just around the corner! Be prepared with these sunshine-ready products!

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INNOVATE

CND SUMMER SPLASH! SUMMER BRIGHTS CND Shellac™ is the Original Power Polish system that goes on like polish, wears like gel and comes off in minutes with no nail damage. And now CND Shellac™ is ready to kick off summer with four new bright summer shades! And now for the first time, CND will also be releasing VINYLUX, a polish with time-enhanced durability with exposure to natural light, in the same summer colors. So whether you want a two week Shellac™ manicure or a one week long lasting polish manicure, you can get the summer shades you want in either.

“Dive into the deep end and beat the heat with these summer

brights! These colors are reminiscent of cooking up a clambake,

relaxing by the pool and working on your tan. Take time to enjoy

summer’s simple pleasures.” – CND

A Splash of

COLOR

RACHEL ZOE Spring/Summer 2013 Nata Sha / Shutterstock.com

ESSIE NEONSFor those who love spring best after the sun goes down, here’s the hottest way to light up the night: neon. These six stellar shades are sure to be on heavy rotation on the springtime party circuit. Dancing in the dark just got a lot more colorful!

“Pair these bold brights with a crisp shift

dress or add a pop of color to a pretty

pedi for a mesmerizing day look that will

illuminate your way to the top of the office

ladder. However you wear them, these

colors brush on an instantly chic, playful look

with megawatt personality that’s impossible

to ignore.” – Essie Weingarten, Essie

DL 1961 Premium Denim Spring 2013Anton Oparin / Shutterstock.com

To view the complete spring/summer polish collections by China Glaze, CND, Essie, OPI, Orly and SpaRitual, turn to our Just In section on pages 44 – 49.

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From Fashion Week to the Hollywood red carpet to the beautiful bride walking down the aisle, airbrush makeup has become the industry standard for makeup artists across the globe.

be PRO Expert Airbrush makeup is the first and only foundation to eliminate the need for primer – making it a simple one-step process that “corrects as it perfects.” be PRO’s Daily Wear water-based formulation gives a realistic skin finish. Silicone HD formulation features a unique blend of silicones that lasts for hours.

be PRO Expert Airbrush equipment is state of the art. Makeup artists love the compressor’s small size and the AC/DC feature makes it totally portable. It is compatible with all types of airbrush makeup.

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To learn more about be PRO Expert Airbrush makeup, please visit beprocosmetics.com. ©2013 tng worldwide®




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Massage From unexpected family drama to last minute details, wedding planning can be a stressful time!

Brides usually have a million things on their minds and, unfortunately for some, these stresses can dampen their excitement about the big day. Advise your brides to book a full body massage. Use an organic, hypoallergenic, unscented, natural massage gel, which is great for sensitive skin. Plus a gel provides more coverage than an oil, so you will use much less product. Biotone Pure Touch Organics Massage Gel 64 oz. (390480, $41.64) ▲

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TOP 5Bridal service productsThese products will take your bridal services above and beyond!

MakeupMakeup can make or break the wedding photos, so it’s important to handle this service with care! Upgrade your brides to airbrush makeup. It’s a huge step up from traditional makeup and creates a flawless finish without being heavy

or cakey and stays put all day long! be PRO Expert Airbrush Compressor Kit (314073, $89.40).

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RETHINK MAKEUP.Chances are you have makeup in your salon or spa. More than likely the display is old, the products are outdated and you have a lot of inventory that you would like to get rid of.

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be PRO retailers are always first in trends and new looks are created seasonally by our Creative Director, Andrea Duchesneau. be PRO cosmetics work in conjunction with be PRO airbrush makeup and be PRO is the only professional brand to feature both traditional and airbrush makeup.

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To learn more about be PRO education, displays and Andrea, visit beprocosmetics.com.

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INNOVATE

When it comes to nails, Jan Arnold is the reigning fashion queen. As co-founder of CND, she plays an active role in shaping everything from the hottest colors to the latest innovations in nail technology. Now

CND is rolling out the newest nail polish innovation in the form of an extended wear nail polish called VINYLUX™ that is sure to be a polish game changer. VINYLUX is a two-step polish system consisting of VINYLUX Weekly Polish (featuring a built-in basecoat) and VINYLUX Weekly Top Coat that offers durable, high-shine and week-long wear. The top coat becomes more durable when exposed to natural light, ensuring no chipping or scratching for at least one week – and VINYLUX dries in just eight and a half minutes. To sweeten the deal even more, over 30 VINYLUX colors perfectly match CND Shellac™ shades, making for easy CND Shellac touchups on the go and pedicures that perfectly match CND Shellac manicures.

Recently, we had the chance to catch up with Jan about this revolutionary new product, and here’s what she had to say:

What do you love about the work you do?What’s not to love? I love the creativity. I love the ever-changing innovation. And I would say (the most important thing), I absolutely love working with creative, intelligent and passionate nail professionals. They are a constant source of inspiration for what we do at CND.

Why should a nail technician that already has a full array of nail polish bring in VINYLUX?VINYLUX is polish reinvented. It’s a revolutionary nail polish system that we suspect and we hope will actually render traditional nail polish obsolete. Here’s why – with traditional polish, the actual breakdown rate happens at around three and a half days after it’s applied, and most traditional nail polishes are nitrocellulose based, which

hasn’t changed for almost 70 years. Back in 1930, when Charles Revson created it, it was a nitro based formula, and all that’s changed in all of those many decades is some of the solvents (like toluene) have gone away, some of the pigments have changed, but the base formula hasn’t changed. And the problem with it is the more you wear a traditional polish, the more it almost immediately begins to stress and break down. If you were to look at it under a microscope, you

would see this network of little fractures that occur almost within 24 hours. What the eye sees

after day two may be a little bit of dulling on the surface, but by day three and certainly by day four, those little fractures either turn into wear lines on the free edge or worse – chipping along the free edge. And, once it starts chipping, the whole thing falls apart. With VINYLUX, it is a true polish system. We have the color coat with no basecoat – and the color coat is quite revolutionary because it’s a self-adhering color coat that

really bonds in a superior way to the natural nail. The top coat is a non-nitrocellulose formula,

which actually gets tougher over time – so the more you wear it, the stronger and tougher it gets when exposed to natural light. Our test in our laboratory showed that after seven days of wear, 80 percent of all people who we tested VINYLUX on had no breakdown at all. And the other 20 percent maybe had mild wear on the free edge. When you think of 80 percent of women who are used to wearing their manicure for three days then experiencing breakdown to now be able to go from Friday to the following Friday and have their manicure last is really unheard of.

Any application tips to keep in mind?Since the VINYLUX color coat can be directly applied to a clean, dry nail, some people are wondering if darker shades will stain the natural nail. One of the coolest parts of the technology is once you apply the color coat, the formula is designed to create almost an immediate barrier between the pigments in the formula and the resins that flow onto the nail, so even with black you do not get penetration of the pigment down onto the natural nail. It’s almost

JAN ARNOLD of CND on VINYLUX™

(continues on page 42)

800.362.6245 THE INDUSTRY SOURCE 41Limit restrictions may apply on all collections. While supplies last.

O = OpaqueS = SheerSS = Semi-Sheer * denotes a CND Shellac matched shade.

▼ OPEN STOCK .5 oz. $4.95 ea.

NEUTRALS

767055 Studio White*

#151 (SS)

767011 Cream Puff*

#108 (O)

767036 Negligee*

#132 (S)

767003 Beau*

#103 (S)

767028 Lavishly Loved

#126 (S)

767040 Powder My Nose #136 (SS)

767061 Svelte Suede

#124 (O)

767027 Impossibly

Plush #123 (O)

767056 Sugared Spice*

#152 (O)

767048 Rubble* #144 (O)

767010 CityScape*

#107 (O)

PINKS

767046 Romantique*

#142 (SS)

767023 Grapefruit Sparkle* #118 (SS)

767054 Strawberry Smoothie*

#150 (O)

767021 Gotcha* #116 (O)

767009 Cake Pop* #135 (O)

767026 Hot Pop Pink*

#121 (O)

767064 Tutti Frutti*

#155 (O)

767039 Pink Bikini*

#134 (O)

767033 Married to the Mauve

#129 (O)

REDS

767025 Hot Chilis*

#120 (O)

767047 Rouge Red

#143 (O)

767059 Wildfi re* #158 (O)

767024 Hollywood*

#119 (O)

767034 Masquerade*

#130 (O)

767043 Red Baroness*

#139 (O)

767049 Scarlett Letter

#145 (O)

767006 Bloodline #106 (O)

767062 Tinted Love

#153(O)

767015 Decadence*

#111 (O)

767008 Burnt Romance

#161 (O)

BOLDS

767016 Electric Orange

#112 (O)

767063 Tropix* #154 (O)

767031 Lobster Roll*

#122 (O)

767004 Bicycle Yellow

#104 (O)

767032 Locket Love

#128 (O)

767029 Lilac Longing*

#125 (O)

767022 Grape Gum*

#117 (O)

767057 Vexed Violette*

#156 (O)

767045 Rock Royalty*

#141 (O)

767002 Azure Wish*

#102 (SS)

767007 Blue Rapture

#162 (O)

767042 Purple Purple*

#138 (O)

767050 Seaside Party

#146 (O)

767012 Darling Escape

#109 (O)

767058 Water Park*

#157 (O)

767035 Midnight Swim*

#131 (O)

767030 Limeade* #127 (SS)

767020 Gilded Pleasure

#115 (O)

767051 Serene Green

#147 (O)

767041 Pretty Poison*

#137 (O)

767052 Silver Chrome*

#148 (O)

767053 Steel Gaze #149 (SS)

767001 Asphalt* #101 (O)

767044 Regally Yours

#140 (O)

767037 Night Glimmer

#160 (O)

767018 Faux Fur* #113 (O)

767019 Fedora* #114 (O)

767014 Dark Lava*

#110 (O)

767013 Dark Dahlia

#159 (O)

767038 Overtly Onyx*

#133 (O)

767005 Black Pool*

#105 (O)

▼ VINYLUX WEEKLY TOP COAT .5 oz.767060 $4.95

VINYLUX is a breakthrough polish that endures a week of fashion perfection… without a base coat!

Exposure to natural light secures the patent-pending technology, creating an enduring, long-lasting polish. While ordinary polishes become brittle and deteriorate over time, VINYLUX dries naturally to a fl awless fi nish and strengthens its resistance to chips over time.

Includes a full range of runway inspired shades to accessorize every outfi t and enhance any mood, including CND Shellac matched shades for touch-ups and toes.

Introducing

counterintuitive to put color directly on the nail. It feels wrong, but that’s how it’s designed, and it works beautifully. I would say it works especially perfectly on healthy, natural nails.

I’ve also noticed that a lot of nail professionals are in the habit of prepping the nail, doing the manicure and then removing shine from the surface of the nail plate, thinking that to get something to stick for seven or more days, they need to remove that shine. It’s really important to note that with products like VINYLUX, CND Shellac, Brisa Lite – all of our newest innovations have such superior adhesion that there is absolutely no need to ever rough or remove that shine from the surface of the natural nail. At CND, we’re really adamant about protecting the integrity of the nail.

Where can consumers purchase VINYLUX?It’s a truly professional nail polish – one that you’re not going to find at Costco, Walmart or Target and one that actually lives up to the promise of a full week wear. I think the decision is going to be really easy for them. Any outlet that has a fine salon or spa will have the availability to both use VINYLUX and retail it to their customers, but CND is very dedicated to the nail professional, so our criteria is whoever carries it must also have a salon component to their business.

For those who want to buy VINYLUX, must they buy the top coat too?Yes. VINYLUX is a system, so as I mentioned earlier, the color coat is really unique in that it does adhere beautifully to the natural nail plate. But what completes the manicure is the top coat that forms that kind of tough, protective shield. And what the top coat does is prevents the colorcoat from denting, scratching and dulling. So each of the two components are important, but together is where the real magic occurs.

Do you think that CND Shellac clients will start getting VINYLUX instead of CND Shellac?I really feel that the CND Shellac client is a much different client from the client that VINYLUX attracts. The CND Shellac person is really one who says, “I want freedom. I don’t want to go to the salon once a week. I want to pick a color that will absolutely serve my needs for two plus weeks.” And they commit to a color that looks good with everything in their wardrobe and looks good with their skin tone. I think for that particular client, they’re thrilled with CND Shellac and will probably never change. Although, they may want to pick up the same shade in VINYLUX for toes. Plus, if they travel (you know how we are about cosmetics) even though CND Shellac does not chip, we like to know it’s in our cosmetic bag. But I think the VINYLUX client is different in that she may like to change her nail color with her mood and change her look weekly. So, I think it’s more for – let’s say, for lack of a better word – the “impatient fashionista” who just doesn’t want to wear the same color for more than a week. For that client to wear CND Shellac is really a misfit because then she would have to go through the removal process every week, which I think is not convenient. For her, VINYLUX is perfect because she’s still getting amazing seven day wear. When she goes back into the salon,

it’s simple polish remover – it comes off really easily.

I also think if you have any level of damage or destruction to the nail, CND Shellac would probably be a better option because you would need that extra bit of protection and durability. So I think with a really

intelligent nail professional, part of what they do so well is they assess the natural nail condition and advise the client according to what they think would be best for their nails.

When will you use VINYLUX?Because I am such a nail enhancement/CND Shellac girl, I will use VINYLUX on toes. I think it’s the perfect product for toes because I do a lot of running and a lot of traveling. My feet are always on the go, and I have found that VINYLUX wears beautifully as my pedicure. Out of the 62 shades that we’re launching with VINYLUX, 30 of them are matched to CND Shellac, so if a girl wants to match her pedicure to her CND Shellac manicure, it’s perfect.

Can VINYLUX be used on acrylic nails?Absolutely. You can put it over gels, over acrylics. You can put it on a plain, natural nail. For all of the above, VINYLUX is perfect.

Can clients use VINYLUX to fill in CND Shellac manicures after a week?I don’t see why not. I think it would work just fine. Obviously it would be limited to the 30 available shades that are matched to the CND Shellac shades – and they are perfectly matched, so I think it absolutely would be an option.

How often will VINYLUX come out with new shades?We’re planning to come out with seasonal collections, which would include spring, summer, fall and holiday. And we might, depending on what’s going on and if a great opportunity comes up, increase that.

What’s your favorite color of the VINYLUX polishes?I am absolutely obsessed with the color called “Pretty Poison.” “Pretty Poison” is a dark, rich forest green. It has an undertone of a little shimmer, so when light catches it, you can really see green flashes coming from it. I’m obsessed. I can’t wait.

Do you have a favorite two-tone combination?Because I’m pretty focused on “Pretty Poison,” what I would do is maybe do a base of the “Pretty Poison,” and then we have this amazing gold. Sometimes it’s hard to find the perfect gold in a nail polish. I find gold is usually a little too yellow or a little too brassy. In VINYLUX we have one called “Locket Love,” which is a combination of what I would call white gold with a little platinum undertone, so it’s the perfect gold where you could wear it with both gold and silver jewelry and it reads really clean. So I am dying to do “Pretty Poison” as the base of my nail and just ice the edge in “Locket Love” to kind of give a metallic edge to it. Those colors are incredible. s

WRITTEN BY AMANDA TRENT

We suspect and hope that VINYLUX will render traditional

nail polish obsolete.


INNOVATE

800.362.6245 THE INDUSTRY SOURCE 43Limit restrictions may apply on all collections. While supplies last.

VINYLUX WALL RACK Includes:• 12 VINYLUX Weekly Top Coats .5 oz.• 62 VINYLUX Weekly Polish Colors .5 oz.• 2 Wall Racks (holds 64 total bottles)• 2 Tent Cards• 2 Brochures• 4 Nail Charts767900 $299.00While supplies last.

VINYLUX SPINNER RACK Includes:• 12 VINYLUX Weekly

Top Coats .5 oz.• 31 VINYLUX Weekly Polish

Colors .5 oz. (2 each of the colors that match top 31 selling CND Shellac colors)

• 1 Spinner Rack (holds 40 bottles)

• 1 Tent Card• 1 Brochure• 2 Nail Charts767901 $299.99While supplies last.

s VINYLUX SUMMER PINKIESIncludes one each of the following listed (.125 oz. ea.):• Pink Bikini• Lobster Roll• Water Park• Grape Gum• Top Coat767999 $12.00

Introducing


INNOVATE

1STEP

2STEP

Perform P. E. P. to ensure the nail is thoroughly cleansed and prepared.Perform a manicure. After client washes their hands, massage CoolBlue™ 8 oz. (769127) into hands to cleanse skin and help prevent transmission of germs.

Remove any existing nail color from the natural nail using CND Nourishing Remover™ 8 oz. (768861). Trim the nail length if necessary, file and shape.

Apply a small amount of CuticleAway 6 oz. (769699) evenly around the cuticle of each nail. Remove any excess cuticle from the nail. Scrub nails thoroughly, rinse and dry.

Use a manicure nipper to remove any loosened non-living tissue, loose pieces of skin or hangnails. Eliminate surface contaminants and purify nail plate layers by cleansing and temporarily dehydrating the nail plate with ScrubFresh™ 8 oz. (769131) using a lint-free, plastic-backed pad.

Apply two thin coats of VINYLUX Weekly Polish.Shake the bottle vigorously and apply one thin coat to each nail surface and extension edge. Before application, wipe applicator brush against the bottle’s neck to drain excess product from the brush.

Hold the brush parallel to the natural nail and place in the center of the nail slightly away from the cuticle line. Gently push the brush toward the cuticle line and glide down one side of the nail toward the extension edge of the nail. Lift the brush and repeat on the other side of the nail, followed by the same steps to coat the center. Leave a tiny free margin around the sidewalls and cuticle area of the nail to avoid color flowing into the eponychium and sidewalls.

Be sure to seal the extension edge to ensure long wear. Detail the surrounding skin with ScrubFresh™ and a CND ProSeries Gel Flat Oval Brush #6 (769595) if color gets on skin. Apply a second thin coat to the surface and extension edge using the same process.

3STEP Finish with one coat of Weekly Top Coat.

Shake the bottle vigorously to blend and apply to nails. After five minutes, condition the nails and surrounding soft tissue and decrease set time with a light mist of SolarSpeed Spray™ 4 oz. (769647).

Note: To remove, for best results, use CND Shellac Nourishing Remover on a cotton pad.

See pages 41 and 43 for the full line of NEW CND VINYLUX Polish.

Make your VINYLUX Application a Signature Service

7670

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TISmag_MJ13_45 NGHIA Ad.indd 1 4/2/13 5:05 PM

Branding is vital for the success of every business, no matter how big or small. Especially in the beauty industry, image is the foundation for your company’s success and it can either attract customers or turn them away.

In today’s competitive business environment, companies spend millions of dollars every year on branding, enhancing and updating their image and reputation. But, what sort of image or impression does your client get when he or she first encounters your employees?

Employees are often one of the most undermined and under-developed aspects of a company’s “brand.” Not only are they the face of your company and living representatives of your brand, they also differentiate your brand from your competitors and deliver the ultimate experience that your company is known for. So, it’s worth asking whether your living, breathing brand ambassadors are projecting the right image to the outside world. Are your employees living and breathing your brand according to your company philosophy?

Your employees and your corporate image are every successful organization’s two greatest assets. As long as your employees’ appearance and behavior are not in tandem with the image of your business, the repercussions can be detrimental.

Consider the following story: A luxurious, internationally-acclaimed hotel located in town recently opened for business. Impressed by their claims to provide guests with a high-level of attentive and personalized service by a team of professional, impeccable staff, I thought the hotel could be a wonderful event venue and decided to visit. Being my first visit, I could not find my way around. Only after looking around for assistance, I noticed three staff members chatting and laughing among

themselves away from the hotel entry, oblivious to guests entering the new hotel. Within a short time of its opening, the hotel had already stopped living up to its widely-publicized brand promise.

On my second visit to the same hotel one week later, I encountered a very helpful staff member who readily offered his assistance when I first entered the main hallway. Although he was very attentive and helpful, I saw a jarring inconsistency in the service level and found it difficult to erase my first not-so-nice encounter on my last visit. Needless to say, my first impression of the hotel did not match up to its brand promise, and I decided not to shortlist the hotel as a possible venue for my upcoming event.

Showing up late for a meeting with a client, dressing inappropriately or sloppily, not being attentive to a customer and his or her needs, using bad grammar in writing or speech, a limp handshake, poor dining etiquette and not being clued-in on cross-cultural protocol and business practices are just a few of the things employees can do that make very bad first impressions for a business. It’s only when your employees are united and aligned towards the same company philosophy that your organization can begin operating at its full potential. Direction comes from the top, so don’t forget to invest in what is, perhaps, the most important part of your company’s image – your employees. ▲

WRITTEN BY CATHERINE CHAN

ABOUT THE AUTHOR:Catherine Chan is the founder of Iconiq Image and is a qualified image consultant in Singapore, recognized by Association of Image Consultants International (AICI), the leading and largest professional association of image consultants worldwide. She honed her skills in image and branding through her 16 year stint in the corporate arena. Having advised corporations and high-level executives in image management and branding with proven results, Catherine has intimate knowledge on how to project one’s image with impact. For more information, visit iconiqimage.com

EMPLOYEESThe Face of Your Company


IMAGE

TISmag_MJ13_50.indd 56 4/2/13 4:46 PM


Warmer weather is here, which means it’s time to start shedding bulky sweaters and coats and trade them in for lighter, brighter tops and tees. However, your wardrobe might be in a rut and stuck in the territory of drab, dull and styleless. If

that’s you, give your wardrobe a refresher with some of these tips!

Rethink and repurposeYou may not have enough cash to spare to go out and buy an entirely new wardrobe every season – most of us don’t. But that shouldn’t stop you from taking a step back and sprucing up your look every few months. One way that we can often get in wardrobe ruts is by wearing the same outfit combinations all the time. Now is the time to go into your closet, break up your familiar outfit combinations and unlock the hidden and multi-faceted potential that is in each article of your clothing. Experiment with mixing and matching all of your items in several different ways. Learn how to dress them up and down just with the items that you already own.

Buy key piecesIf, during your mix and match experiment, you find yourself longing for a very specific piece – like say, a bright colored pair of shoes or

cardigan, a statement necklace, a khaki trench coat, etc., make a note of that item and next time you are out shopping, be on the lookout for it. This is a great way to accumulate essential staples when you’re at the stores that will actually help you transform outfits and it will curb your tendency to impulse buy trendy items you may only wear for one season.

Trend in moderationIf you are one of those people who loves wearing the latest trends, just pick a few key statement items within the trend that you want to try out and leave it at that. You don’t want a closet full of items that went in and out of style within a year or a season. Another good tip is to buy cheaper items when buying trendy items. But when buying classic, timeless items, buy expensive so they’ll last forever.

AccessorizeDon’t underestimate how much pizzazz a statement necklace, a cool headband, a cute pair of tights or the right pair of shoes can bring to an outfit. Sometimes it’s the little things that can bring new life to an old look. ▲

WRITTEN BY AMANDA TRENT

LOOK THE PART:

Freshen Up Your Wardrobe

TISmag_MJ13_51.indd 51 4/2/13 4:42 PM


IMAGE

A Top Notch

EXPERIENCEL

ocated in Centerville, Ohio, Michael’s Salon and Spa is the Dayton area’s premiere salon and spa, offering exceptional service backed by years of professional experience. Whether you’re looking for a new hairstyle, hair color, highlights, extensions or deep conditioning treatments, Michael’s Salon

professionals can attend to all your hair care needs. For those looking for a time of relaxation and rejuvenation, the spa at Michael’s offers a full array of spa services – therapeutic massage, couples’ massage, stone massage, facials, lash extensions, spray tans, waxings, nail services and makeup application.

Featuring 13 individual pods with four styling stations around them and using a highly developed indirect bounce lighting system that creates soft natural lighting for the client, Michael’s Salon and Spa is on the cutting edge and is consistently pursuing ways to make clients feel even more comfortable and at home. Michael’s is consistently listed among the top salons nationally, and its designers have won two awards in one year. We got to ask Michael’s Salon and Spa owner, Michael Schuh, a couple of questions about the salon and spa. Here’s what he had to say:

TISmag_MJ13_52-53.indd 52 4/2/13 4:37 PM


visit www.intrinsics.net to request your FREE sample today

Introducing

The NEW

IntrinsicsThe Intrinsics brand speaks quality, simplicity and elegance by design.

Embedded in the new logo is a statement about our heritage and our future. We are a century old company, as solid as the logo’s bold serifs but our products are as young and fresh as the logo feels. We are committed to introducing new and useful products as our industry evolves.

Intrinsics is and will continue to be the market leader in single-use products for the professional spa and beauty industry!




Left page: Salon Room

Below: Retail Area

What are some of the features of your salon/spa? We have a 10,000 square foot salon and a 2,500 square foot spa offering the client manicures, pedicures, skin care, massage and other special services. As you enter the salon, the spa is on the left side, and the salon is to the right. The client can enjoy either portion without seeing the other. Our salon features 13 pods. Each pod has four stations surrounding the pod. Light is bounced from the top of the pod onto a large cloud above to give the client a soft, natural feeling. Regal carpeting leads the client to our spa areas that include the nail salon, a relaxing waiting area complete with plush chairs and refreshments, two massage rooms and two skincare and esthetic rooms. We also have a locker room where clients can place their personal belongings and change and a dressing table where they can adjust makeup and hair before leaving the spa.

How would you describe the overall experience provided to clients in your salon/spa?We want the client to experience the ultimate in client service. We have standing receptionists ready to greet each client as they come through the door. We have two desks –

one to greet and check the client in and the other to check the client out. Our waiting areas are appealing and comfortable. The design of the salon and spa was developed for the total client experience. s

Michael’s Salon & SpaCross Pointe Centre

241 E. Alex Bell Road

Centerville, OH 45459

937.435.4701

www.michaelssalon.com

TISmag_MJ13_52-53.indd 53 4/2/13 4:37 PM


CONNECT

INDUSTRY Ask the

Salon and Spa owners and managers have the answers to help you become more profitable and successful.

We asked our readers what they enjoyed about THE INDUSTRY SOURCE magazine, and this is what they had to say!

“It is a hurried society, and most of us really have to MAKE time to read or do whatever it takes to keep our skills polished and our business connected to current trends and thinking. I enjoy the articles that enlighten our brain power and reflect successful people’s experiences. I sometimes cut out the articles and put them in our monthly meetings for discussion. The article ‘A Cluttered Workspace is a Cluttered Mind’ made it to our March agenda!”

Karen TuriAge of Innocence Medical Skin Clinic and DaySpaShavertown, PA

“We receive THE INDUSTRY SOURCE magazine and read it front to back, including the editorials. I am an instructor at Brighton Institute of Cosmetology and at times articles in your magazine become classroom discussion. The magazine is available to our students during classtime to read. I appreciate the articles and the array of topics covered. I am grateful to you and your staff for the time you dedicate to this magazine and providing it to us. Thank you!”

Kathy SelkeManicuring Instructor, Brighton Institute of Cosmetology Brighton, MI

“I scan through each issue and find what applies to me. I have picked up certain tips – anywhere from how to look professional to how to be a team leader in the salon. I have [adopted] ways of best handling brides that I learned from another article. Not only are the articles useful, but what’s new, sale items and classes are also good to know.”

Katie DysertElements of Hair DesignJackson, MI

“Thank you for the monthly inspiration – [whether it’s] new product knowledge or ways to make my business better!”

Cara L KovlNail Tech & Esthetician, The Willows Spa and SalonSaginaw, MI

“My favorite part of the magazine is the schedule of courses. I’m fortunate enough to live in Michigan, and I attended my first class at TheAcademy in February for lash application. I also like the business tips as well as the formatting. The mini-headers in each article help me jump to information that is relevant to me.”

Kim GriffinMassage Therapist & Esthetician, True Form Spa & Sanctuary Detroit, MI


Most people say they don’t have enough time. Perhaps part of this is due to the fact that their environment is running your day for them. Organizing your environment is just the first step in deliberately planning your day, rather than allowing it to unfold however it chooses to.

So, perhaps you realize that you could benefit from a fresh start in your workspace that will enable you to get the things done that will most impact your business. If so, it’s time to take action. First outfit your work area so you have all the necessary tools to complete your activities. If there are things you constantly find yourself in search of, make it a point to round them all up and find a home for them in your workspace. Next, clean your area of clutter. Trash or file all papers – and make a conscious effort not to let them start piling up again.

Remember, if you set one piece of paper down, it is bound to attract a friend – then eventually many friends, and you’ll be back where you started. However, keeping up your workspace requires maintenance. Plan so that your final activity at the end of each workday is to straighten up your area so you and the area are fresh in the morning with no residue from the day before.

If every once in awhile you find yourself slipping back into old habits, don’t think you failed. It’s like learning to ride a bicycle. When you fall off, simply climb back on and practice some more.

You’ll be surprised at just how much managing your space effectively will do for you in terms of your business and energy level. You’ll be more productive, less stress prone, have a better balance between your business life and your personal life and you’ll find that you are working on your desired outcomes and accomplishing them. You will gain more time and, more importantly, the life you truly want and deserve. s

WRITTEN BY KATHLEEN O’BRIEN

ABOUT THE AUTHOR:Since starting Business Support Center in the Women’s Business Center in 1993 as a virtual assistance company, O’Brien has talked to thousands of business owners. Although the term VA didn’t exist then, she was able to give business owners with too much to do assistance and advice about how to get it all done and how to take their business to the next level.




You’ll be surprised at just how much managing your space effectively will do for you in terms of your business and energy level.

If you’re looking for a fresh start this spring and some extra kick in your step, there’s no better place to look than right in front of you – your workspace.

The adage that a cluttered workspace equals a cluttered mind has quite a bit of truth to it. For one thing, how can you be organized

and feel like you are managing your career to the best of your ability if you are scattered and constantly looking for and misplacing things? And not only that, but a cluttered workspace indicates to clients that you are disorganized, scattered or perhaps even that you simply don’t value your job enough to take pride in keeping your workspace clean – or even worse, that you don’t value them enough to ensure that you are putting your best foot forward for them in the form of a clean and tidy environment.

On top of all this, a cluttered workspace could actually be robbing you of your most valuable asset – your time. Making sure you have the time to devote to your goals is the role of time management. We all have the same amount of time. We can only control how we use it. Why use it shuffling papers or searching for missing items?

CLUTTERED MINDA Cluttered Workspace is a

18 THE INDUSTRY SOURCE March/April 2013

FRESH FACED

A cluttered workspace could actually be robbing you of your most valuable asset – your time.

magazine is the schedule of courses. I’m fortunate enough to live in Michigan, and I attended my first class at TheAcademy in February for lash application. I also like the business tips as well as the formatting. The mini-headers in each article help me jump to information


SALEon

now THE INDUSTRY SOURCETHE INDUSTRY SOURCE

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For a complete listing of classes, visit tngworldwide.com/education. To register for classes, call 800.362.6245.

Classes are nonrefundable. Tickets will not be sold at the door on the day of the event.

SCHEDULE OF COURSES

LOCATION: TheAcademy 38499 West Ten Mile Road, Farmington Hills, Michigan 48335DepilatoryNufree Hair RemovalHosted by NufreeLearn the only non wax antibacterial method of hair removal with Nufree/Finipil. Nufree never dries, never sticks to skin, is erasable and can be reapplied if necessary. This antibacterial product is safe and approved for 98% of the body, eliminating the need for different waxes for different areas. When you become an educated and registered salon with Nufree, you will be published and can be found by any customer reading national magazines like Cosmopolitan, Vogue, Working Mother, Okay, Lucky and more!

Includes: Certificate and working productBring: 10 – 14 days of hair growth, pen and paper3/12 10 a.m. – 4 p.m. $99 952592Body Waxing WorkshopHosted by Clean & Easy/GigiLearning to utilize waxing systems correctly can take practice, and learning how to effectively wax the body takes technique. This class focuses on technique and application procedures, teaching the correct way to increase salon revenue with add-on services and how to effectively wax any body part.

Includes: Working product and certificate.Bring: Tweezers, hair growth of 10 – 14 days, pen and paper3/18 9 a.m. – Noon $49 952593Brazilian Waxing WorkshopHosted by Clean & Easy/GigiLearn how Brazilian waxing is different from waxing other body parts. Learn multiple applications and the latest techniques to help grow your waxing services menu. Class will include live demonstration if model is available.Includes: Working product and certificateBring: Tweezers, hair growth of 10 –14 days, pen and paper

3/18 1 p.m. – 4 p.m. $49 952594

NailRebalancing Brisa Gel and Brisa Lite EnhancementsHosted by CNDThis hands-on class will focus on the most important part of the enhancement service – rebalancing. We’ll explore three types of rebalancing procedures that maintain a fresh Forever French look no matter what challenges your clients bring you.

Includes: Brisa™ Lite Removable Gel Sculpting Pack Bring: Table set up (table lamp, CND UV lamp or Brisa Lamp, implements, towels) and one hand with natural nails

3/19 9 a.m. – 1 p.m. $100 952596Pampered Pedis – Pedicure by OPIHosted by OPIYou don’t have to be a spa to leave clients glowing with appreciation. All you need is a little TLC and OPI’s spa-friendly product systems. Discover how to put “ahhhh” into every service and keep clients coming back for more! Learn age-defying manicures, pampered pedicures and about the powerful service-retail connection. Receive 10% off all OPI in THE INDUSTRY SOURCE store on the day of the workshop.Includes: OPI working product and certificateBring: All pedicure tools, foot bath, hand towels and working supplies

4/1 8:30 a.m. – 12:30 p.m. $39 952609OPI GelColorHosted by OPIGelColor by OPI fuses sixth generation advanced gel polymer chemistry with high-speed LED technology for iconic OPI color at the speed of light. Learn how to revolutionize your salon menu, achieve fast, color finished services, get easy French finishes, create street smart nail art and perform simple, economical removals. Includes: Working product and certificateBring: All manicuring implements, LED lamp, hand towel and one hand free of product4/1 1 p.m. – 5 p.m. $39 952610

CND Master SculptorHosted by CNDLearn to create flawless Forever French enhancements and unlimited nail art options with Brisa Gel and Brisa Lite. Both systems perfect nails and are designed to help nails a little or a lot depending on client’s needs.Includes: Brisa Intro Pack, Brisa Lite Removable Gel Sculpting Pack, Brisa Lite Smoothing Gel, Silver Hobo Purse, CND Brush Case, Master Sculptor Certificate, Listing on CND Salon ReferralBring: Table set up (table lamp, CND UV lamp, implements, towels) and one hand with natural nails

4/15 9 a.m. – 5 p.m. $199 952617

HairAmerican Crew Clipper WorkshopHosted by American CrewIn this class, an American Crew All-Star will guide you through the intricacies of clipper working, teaching the completion of clipper cuts and the appropriate methods for clipper use. You will also learn the latest cutting tips and trends, clipper maintenance, how to choose the proper clipper for the cut and the preferred type of clipper for men’s hair cutting. Discover what to look for in a good haircut for men in your salon. Instruction will also cover techniques for using the trimmer. All your questions will be answered in this comprehensive clipper workshop.

Includes: Certificate and manikinBring: All cutting tools, clippers, spray bottle, pen and paper3/11 9 a.m. – 4 p.m. $149 952591


Intro to Brocato Color Hosted by BrocatoBrocato wants to show you how to boost your color business with Sam Brocato’s next- generation demi and permanent color. Attend this class and acquire a thorough working knowledge of the features and benefits of the entire Brocato Color Project system. Update your knowledge and see how Brocato will enhance your skills and make you the premier colorist in your city! Attendees receive 10% off all open stock Brocato on the day of the workshop in THE INDUSTRY SOURCE store.

Bring: Pen and paper3/25 10 a.m. – 1 p.m. $29 952606Super Silk CertificationHosted by BrocatoDo you like your Keratin Treatment? Then you are going to love this! New technology has been introduced by Sam Brocato that will blow you away. Brocato Supersilk uses nano silk amino acid technology to bind keratin building proteins to the inner core of the hair, leaving it soft, silky and very manageable. From frizzy and flyaway to coarse and curly hair, Brocato Supersilk’s multi- tasking formula is 100% free of formaldehyde, can be used on hair in any condition, tames frizz up to 100%, smoothes curls up to 90%, reduces out-of-control volume, repairs damage, improves manageability and reduces drying time up to 60% and features industry first, spray-on application. Receive 10% off all open stock Brocato on the day of the workshop in THE INDUSTRY SOURCE store.

Includes: Certificate Bring: Pen and paper3/25 2 p.m. – 4 p.m. $29 952607

Moroccanoil Bridal Looks Hosted by MoroccanoilMoroccanoil believes a bride should feel nothing short of beautiful on her wedding day. During this look and learn, attendees will watch a Moroccanoil national platform artist work their bridal magic. Discover bridal hair trends and signature looks for any bride on her special day. This class will showcase both upcoming bridal hair fashion matched with classic bridal looks using Moroccanoil products and tools. Look & Learn

Bring: Pen and paper 4/15 10 a.m. – Noon $29 952618 Look & Learn and Workshop Includes: Moroccanoil brush set, working product and certificate Bring: All styling tools, brushes and combs 4/15 10 a.m. – 4 p.m. $75 952619BaByliss Clipper/Trimmer TechniquesHosted by BaBylissDennis Joseph is a member of the BaByliss Creative Team and, like you, he also styles hair every day in a salon. He’s a young, passionate, fourth-generation hair stylist who is inspired by the fact that this industry never stops growing. He loves to share the art of hair tattooing, men’s sculpting, men’s styling and women’s classic cuts using a clipper. He’s worked throughout the U.S. for Team Babyliss in New York, Chicago, LA, Orlando and other parts of the country. Dennis strongly believes that you can always expand your creative talents into increased revenue!

Look & Learn Bring: Pen and paper 4/29 10 a.m. – Noon $25 952628 Look & Learn and Workshop Includes: Manikin and special deals on BaByliss products

Bring: Working bag with your own tools (clippers, combs, capes) 4/29 10 a.m. – 4 p.m. $149 952629

Pleasure of Coloringreen Preview Come experience the next generation of hair color. Coloringreen utilizes leading edge technology that takes the color experience to a whole new level and is formulated without ammonia, PPD, artificial fragrances, parabens, resorcinol and toluene. Look & Learn Bring: Pen and paper 3/4 10 a.m. – Noon $19 952586 Look & Learn and Workshop Includes: Certificate, working product and manikin

Bring: Working bag with combs, brushes, blow dryer, pen and paper 3/4 10 a.m. – 4 p.m. $75 952587Bali/Foil and Smudging Workshop The word Ombre is actually a French word for shading or graduating. This coloring technique offers a wonderful color option for the individuals who desire a softer, low maintenance color. Ombre hair color is a natural yet stylish bohemian look. Brunettes can invite that natural shadowed halo back into the crown, leaving summer highlights behind. Incorporate risky tones in small portions or tortoise shell your way from brown to blonde in one strand. Blondes can invite more earthy buttery tones back to soften the tones of surf and sand. Includes: Working product and certificate 3/5 10 a.m. – 1 p.m. $49 952588


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“My favorite part about the magazine is the information about all the best and newest products and upcoming trends. I shop at your store about two to three times per month, and I love to have my shopping list ready with new things to look for before I go in. The newest product I have discovered from your magazine was the detox pedicure tablet which I love!”

Lisa PewLicensed CosmetologistSouthgate, MI

“I have to say I love your magazine and articles! Your articles not only focus on hair, nails and skin but also business and so much more! I love THE INDUSTRY SOURCE and tng worldwide, and I’ll continue to buy all of my products from you and read this magazine! Thanks for all your hard work!”

Amanda PoortengaNail Tech, Roots Salon & SpaHudsonville, MI

“I just wanted to thank you for your magazine! I cannot tell you how much I truly needed several of the articles in the magazine. I have been in the industry for 24 years and have worked in several salons. I have been very encouraged to read through the articles in your magazine and glean much helpful insight. I know I may not be the only one who learns and grows by reading these articles, but I am forever grateful!”

Melissa DiBiaseGirlfriends Nail Shoppe Louisville, KY


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Available by phone, online and at select store locations.

JUST

Would you like your response to be featured here? Send an email to

[email protected] for our next issue’s question.

TISmag_MJ13_54-55.indd 55 4/2/13 4:30 PM

In the recent years, mobile usage has truly skyrocketed to enormous proportions, and this increase has resulted in companies using this medium to reach out to their expanding customer base. Retail and service- oriented businesses are the biggest beneficiaries of any mobile driven campaign to connect with customers. And

mobile-based loyalty programs seem to have struck the right chord in successfully driving repeat sales. With a large number of retail players in the picture, keeping a stack of plastic loyalty cards no longer appeals to the customer.

There are a number of different possibilities that are worth exploring to drive forward your business by marrying the benefits of a customer loyalty program with the power of a mobile phone. Introducing a mobile based loyalty program simplifies the purchasing experience for the customer in many ways.

Businesses can now generate valuable insights to track consumer buying behavior. A successful retail business model has to revolve around studying individualistic buying behavior and making product improvements accordingly. And now earning and utilizing reward points can be a hassle-free experience for consumers thanks to a mobile phone. They can flash their mobile at a point of sale and get instant redemption against the reward points they have in their kitty.

It pays to know your customer in this fast paced, competitive terrain. Information captured via mobile phone loyalty programs can be used to strengthen customer affinity towards your brand. For instance, it can help you engage with the customer at a much more personal level.

Personalized incentives and offers can be rolled out to customers to give a boost to sales. A methodical approach towards marketing and sales should revolve around understanding the precise needs of customers. This form of precision marketing will help increase sales revenue and reduce marketing overhead.

There is no denying the fact that having all your customers wired onto a mobile loyalty platform will help forge that instant connection with them. Amongst a host of exciting things, you can instantly communicate new product announcements, the opening of new locations, stock clearance discounts and even send well wishes their way for their birthdays/anniversaries.

Map your business to a mobile loyalty program and witness the sea of change it brings to your income and customer service. A robust mobile based loyalty program will provide comprehensive reporting capabilities to capture overall program performance and measure its return on investment. So why wait? Reach out to your customers today to initiate a simplified, meaningful and constant dialogue with them. s

WRITTEN BY THE M’LOYAL TEAM

ABOUT THE AUTHOR:M’loyal is world’s most comprehensive mobile based loyalty platform. A product of MobiQuest Mobile Technologies, the platform was a pioneer in the mobile loyalty space. Launched in 2008, M’loyal today manages 70+ brands, 10,000+ stores and 7 million consumers.


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CONNECT

It’s official – email, texting and social media are no longer just helpful supplemental business tools. They’ve taken over the whole game. Yes, technology has made many aspects of modern living more convenient and “connected,” but the pendulum has swung too far. Now, people are reluctant to do something as simple as

picking up the phone, preferring to shoot off an email instead. And face-to-face meetings – well, they’re almost unheard of.

This “technology takeover” is not without consequence. Misunderstandings abound. Relationships stagnate. Trust is at an all-time low. And all of these issues are at least partially due to the fact that genuine human connections have been replaced by mouse-clicks and keystrokes.

“Social media and technology do have their place, but they are not, and never will be, a substitute for in-person interaction,” confirms Houlihan, coauthor along with Bonnie Harvey of The Barefoot Spirit: How Hardship, Hustle, and Heart Built a Bestselling Wine. “Your physical presence – or at least the sound of your voice – builds trust you can’t even approach with a keyboard, screen or profile image.”

Having bootstrapped a business from the ground up, Houlihan knows what he’s talking about. He and Harvey are the founders of Barefoot Cellars, the company that transformed the image of American wine

from staid and unimaginative to fun, lighthearted and hip. When they started their company in the laundry room of a rented Sonoma County farmhouse, they knew almost nothing about winemaking or the wine business. The Barefoot Spirit tells their California-style rags-to-riches story in compelling and colorful fashion and reveals just what it takes to succeed as an entrepreneur.

Houlihan worries that some companies’ dependence on virtual communication has stunted the social skills they’ll need to attract customers. Of course, in a global economy, face-to-face meetings are expensive. When clients, vendors and even employees are on the other side of the world, it’s not economically feasible to hop on a plane every time a meeting is needed. In these cases, says Houlihan, Skype is the next best thing to being there.

If you make the time necessary for personal meetings – if not in person, then via Skype or, at the very least, on the phone – Houlihan says others will not only remember

you, but they will appreciate the effort you put forth. Not convinced it’s important? Here are some tips that might make you think again.

The time investment shows you really care. It’s a fairly universal truth that human beings want to be valued and appreciated. Spending time with someone else, whether that’s in person, face-to-face on a computer screen or, if all else fails, via a phone call, is one of the best ways to convey these things. In essence, an investment of time says, “While there are many other things Icould be doing, I’m choosing to spend my time with you. That’s how important I think you are!” Minutes and hours spent with another person have the power to create a bond that money can’t buy.

You’re better able to give personalized attention. According to Houlihan, this is perhaps the biggest key to successful sales and the establishment of any long-term relationship. Think about it – it’s hard to multi-task on something unrelated when someone is physically planted in front of you, demanding your attention. Unless you have no problem with blatant rudeness, you’re focusing on the other person, responding not only to what they say but also to their mood, movements and many other non-verbal signals. You will read these signs and adjust your behavior accordingly.

FACEBOOK Why Business Relationships Take More Than Texting, Friending and Online “Connecting”

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You’re more effective in general. When you’re talking to someone else in real time, you can make progress in real time and solve problems in real time. (Believe it or not, lobbing emails back and forth isn’t always the most efficient method!) Thanks to facial expressions, body language and tone of voice (see below for more information on each), you’ll usually find out more than just the basics when you have a verbal conversation. In fact, if you’re really observant, you may notice things about the other party that they themselves aren’t even aware of!

Facial expressions help get your message across… Did you know that the human face has at least 20 muscles that work in concert to create a myriad of telling facial expressions? When you put it that way, the process sounds complex, but amazingly (as you know!) we don’t have to consciously think about forming those expressions at all. This is a powerful argument for face-to-face meetings, whether they’re in person or via Skype.

…So does your body language… Unlike looking at a posed profile shot or any still image sent over email, being face-to-face with another person gives you the opportunity to see the other person’s dynamic reaction and make adjustments to your own message. Real-time body language provides tons of non-verbal cues that are impossible to convey in a text or email.

…and so does your tonality.It’s happened to everyone: You send an email that’s laced with sarcasm or humor…which the recipient totally fails to pick up on. Oops! Now you’re left frantically doing damage control. According to Houlihan, that’s one major reason why texting, emailing and friending can be great ways to communicate while failing to succeed at relationship building.

Your vulnerability shows (and that’s a good thing!). In the virtual world, you can almost totally control the image you show to other people.

You choose the pictures you post on your profile. You censor the information you do and don’t want to share in your messages, posts and updates. And usually you can think about and edit what you want to say before pressing “send.” But in a real-time, face-to-face relationship, the other person can see you in 3-D and observe your dynamic, spontaneous behavior, including tone of voice, expression, dress and body language. The other party sees your human imperfections and is aware that you are vulnerable to potential personal rejection.

Despite his belief that people want in-person attention, Houlihan says Barefoot didn’t avoid technology as it developed – far from it. What’s important is to use these tools appropriately and not let them become crutches.

“A relationship can start through text, email or social media. In fact, I encourage entrepreneurs and other businesspeople to utilize those resources,” he explains. “But in order to be lasting and dependable, a relationship has to grow in person. Yes, developing your face-to-face social skills will make you feel vulnerable at times. As is the case with learning to walk, though, feeling vulnerable is why we get so good at it!

“Like any skill, becoming personable takes practice,” he concludes. “A good way to start is to eliminate virtual communication when in-person communication is possible or more effective. So shake hands and come out a winner! Remember, genuine, lasting, and dependable relationships take time and physical presence. High touch beats high tech every time.” s

WRITTEN BY MICHAEL HOULIHAN AND BONNIE HARVEY

ABOUT THE AUTHOR:Michael Houlihan and Bonnie Harvey, authors of The Barefoot Spirit: How Hardship, Hustle, and Heart Built a Bestselling Wine, started the Barefoot Wine brand in their laundry room in 1986, made it a nationwide bestseller and successfully sold the brand to E&J Gallo in 2005. Starting with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles and create new markets. They held a comprehensive view of customer service, resulting in the National Hot Brand Award for outstanding sales growth in 2003 and 2004. They now share their experience and innovative approach to business as consultants, authors, speakers, mentors and workshop leaders.

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LOCATION: TheAcademy 38499 West Ten Mile Road, Farmington Hills, Michigan 48335

Traditional Advanced Makeup WorkshopHosted by be PROThis be PRO Traditional Advanced Workshop is designed to help artists who are already at an intermediate level enhance their skill set by teaching and improving upon common techniques that many artists have a difficult time mastering. This one day workshop focuses on the fundamentals of foundation color blending, facial highlighting and contouring, creating the perfect eyebrow, mastering eyeliner and lip application symmetry and false eyelash application. Attendees will also learn how to identify what application method, product placement and individual product selection is appropriate for multiple scenarios. In addition to learning many different application methods, there will also be an informational lecture focused around marketing, self-promotion and portfolio building. This workshop is perfect for intermediate artists looking to take their business to the next level. Workshop size is limited to 12 and will be taught by Andrea Duchesneau, be PRO’s Creative Director. Includes: be PRO Makeup gift valued at $25, lunch and certificate Bring: Your own makeup brushes, pen and paper5/14 9 a.m. – 5 p.m. $149 952638

be PRO Airbrush 250 MakeupHosted by be PRObe PRO Airbrush 250 Workshop is designed to teach makeup artists about the business of bridal makeup including how to market yourself as a bridal artist, portfolio tips, contracts and consultations. This workshop will also cover how to create the perfect look for brides that will look fabulous in photographs and last all day. Attendees will also learn the basics of tattoo coverage. Workshop size is limited to 12 and will be taught by Andrea Duchesneau, be PRO’s Creative Director. Look & LearnBring: Pen and paper5/21 9 a.m. – Noon $29 952641

WorkshopIncludes: be PRO Makeup gift valued at $25, lunch and certificateBring: Your own airbrush gun and compressor5/21 9 a.m. – 5 p.m. $149 952642

The Business of Makeup ArtistryHosted by be PROThis class is designed to educate artists on the “ins and outs” of the makeup business and focuses on important topics that can make or break an artist’s ability to be successful in an increasingly competitive industry. In a field as creatively fueled as makeup artistry, the importance of learning business and marketing skills unique to the industry is commonly overlooked. This informational workshop is focused on educating artists on the fundamental marketing, business, practical skills and industry knowledge necessary to build a successful career in makeup. This workshop is perfect for artists who would like to gain a better understanding of working in different mediums, those looking to branch out on their own from a salon or retail environment or for artists who would like to take their creative passion and turn it into a viable business. Workshop size is limited to 12 and will be taught by Andrea Duchesneau, be PRO’s Creative Director. Topics include an overview of the industry, strategizing your business plan, identifying your market’s potential, necessary marketing tools, establishing brand awareness and reputation, building an online presence, effective networking, portfolio building, building your clientele and referral base, how to set pricing, assisting and production set protocol, MUA business ethics, how to work successfully with different types of clients, contracts, invoices and deposits, developing your own brand image and standing out from the competition. Includes: be PRO Makeup gift valued at $25, lunch and certificateBring: Your own makeup brushes6/10 9 a.m. – 5 p.m. $149 952658

Traditional Bridal Makeup WorkshopHosted by be PROThis class is designed to enhance your makeup artistry skills for bridal business by learning the techniques necessary to create flawless long-lasting makeup looks for the bride and her wedding party. This one-day workshop focuses on modern and classic makeup looks that work for both day and nighttime ceremonies. Attendees will also learn step-by-step corrective makeup techniques and gain an understanding of how to ensure makeup photographs well and lasts the duration of the ceremony. During this traditional bridal makeup workshop you will learn many application methods on appropriate wedding day colors, glamour looks, lash application and more. There will also be instruction on self-promotion, marketing and building a successful bridal makeup business. Perfect for the intermediate or seasoned makeup artist looking to take their business to the next level! Workshop size is limited to 12 and will be taught by Andrea Duchesneau, be PRO’s Creative Director. Includes: be PRO Makeup gift valued at $25, lunch and certificateBring: Your own makeup brushes, pen and paper6/11 9 a.m. – 5 p.m. $149 952661

We also offer customized workshops forgroups and personalized training with

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To register for classes, call 800.362.6245 or visit theindustrysource.com/theacademy.A complete listing of classes and descriptions available online.


SCHEDULE OF COURSES

TISmag_MJ13_70,72,74,76 Academy.indd 81 4/2/13 11:20 AM

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SCHEDULE OF COURSES


Esthetics and Makeup

Reese Robert Individual LashesHosted by Reese Robert BeautyAre you a licensed beauty p ro f e s s i ona l looking to increase your services menu? A r t i f i c i a l eyelashes are the perfect service to increase revenue and will add an exclusive treatment to your already exciting menu. Reese Robert professional lash products transform ordinary eyes with big and bold lashes that demand attention. This comprehensive training course and certification program provides licensed professionals with the skills to apply Reese Robert lash extensions. A semi-permanent extension is applied to each individual lash to increase length and volume. Maintenance every three to four weeks ensures lashes will stay fresh and full. Includes: Certificate. Admissions fee will be waived with the purchase of a Reese Roberts Deluxe Eyelash Extend Kit valued at $398.99 (#312440) or for $199 you receive a Reese Robert Refill Kit. Class also includes free gift and marketing materials.Bring: Pen and paper5/6 10 a.m. – 4:30 p.m. $199 952632

8 in 1 Machine WorkshopHosted by THE INDUSTRY SOURCEThe Industry Source 8-1 machine workshop is designed to help you learn to perform professional skin care treatments using an 8-in-1 machine. Come learn the benefits of this equipment for different skin types and contraindications. During this class, you will see demonstrations for proper use and take part in discussion on precautions and tips. Includes: Working product and certificateBring: Pen and paper5/20 10 a.m. – 4 p.m. $99 952640

Lash & Brow TintingHosted by THE INDUSTRY SOURCEDarker or more deeply colored brows and lashes enhance the eyes. Learn to shape and darken brows and tint lashes, resulting in beautiful, bold looking lashes without mascara. Learn these eye popping techniques in this hands-on class!Bring: Pen and Paper5/21 10 a.m. – Noon $39 952643

Eyebrow ArchingHosted by THE INDUSTRY SOURCEEyebrow arching is most commonly done by women to add precise visual definition to eyebrows and enhance overall facial appearance. There are several methods for arching your eyebrows, including wax treatments, most typically performed in salons by cosmetologists, or tweezing. Come to this how to class to learn all the tricks.Includes: CertificateBring: Tweezers, pen and paper5/21 1 p.m. – 3 p.m. $39 952644

Depilatory

Facial Waxing WorkshopHosted by Gigi/Clean & EasyLearn how to do facial waxing or brush up on your waxing techniques. This class focuses on technique and wax application procedures, teaching you ways to increase your salon revenue with add-on services. Includes: Working product and certificateBring: Point tweezers, hair growth of 10 to 14 days, pen and paper6/17 9 a.m. – Noon $49 T952662

Brazilian Waxing Workshop Hosted by Gigi / Clean & EasyLearn how Brazilian waxing is different from waxing other body parts. Learn multiple applications and the latest techniques to help grow your waxing services menu. Class will include live demonstration if model is available.Includes: Working product and certificateBring: Tweezers, hair growth of 10 to 14 days, pen and paper6/17 1 p.m. – 4 p.m. $49 T952663


Nails

Rebalancing Brisa Gel and Brisa Lite EnhancementsHosted by CNDThis hands-on class will focus on the most important part of the enhancement service – rebalancing. We’ll explore three types of rebalancing procedures that maintain a fresh Forever French look no matter what challenges your clients bring you.Includes: Brisa™ Lite Removable Gel Sculpting PackBring: Table setup (table lamp, CND UV lamp or Brisa Lamp, implements and towels) and one hand with natural nails5/7 9 a.m. – 1 p.m. $100 952634

CND Master PainterHosted by CNDYou’ll spend the day designing with color in this comprehensive hands-on class. Our new Master Painter class featuring Shellac and Colour Effects will bring out your creative side and help your natural nail care business. Learn advanced application techniques including meticulous manicuring, color layering and artistic techniques that create unique, one-of-a-kind nails that demand client loyalty. Includes: Shellac Intro Pack, Brisa Smoothing Gel, special bonus giveaways and lunchBring: All manicuring implements, one hand free of products and hand towel5/13 9 a.m. – 5 p.m. $199 952637

Sculpted SuccessHosted by OPIYou’ll be smiling at your smile lines in this hands-on workshop featuring time-tested techniques with OPI Absolute and Competition acrylic systems! Learn advanced application techniques, speed sculpting, easy nail makeovers and fast filing and finishing.Includes: Working product and certificateBring: Table setup (table lamp, implements, towels, UV lamp and brushes) and one hand with natural nails6/3 8:30 a.m. – 12:30 p.m. $39 T952652

TISmag_MJ13_70,72,74,76 Academy.indd 82 4/2/13 11:28 AM

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OPI Gel ColorHosted by OPIGel Color by OPI fuses sixth generation advanced gel polymer chemistry with high-speed LED technology for iconic OPI color at the speed of light. Learn how to revolutionize your salon menu, achieve fast, color finished services, get easy “French” finishes, create street smart nail art and perform simple, economical removals. Includes: Working product and certificateBring: All manicuring implements, LED lamp, hand towel and one hand free of product6/3 1 p.m. – 5 p.m. $39 T952653

Shellac Art & StyleHosted by CNDShellac goes beyond layering with new mediums and methods including foil, glitter, etching and sponging to create artistic expressions on nails that are wearable for even the most conservative client. Features easy techniques that are quick to create and fantastic for your bottom line.Includes: Shellac Top Coat, Shellac Base Coat, six Shellac colors, ScrubFresh™, Cuticle Away, Shellac Remover Wraps and certificate.Bring: Table setup (table lamp, implements, towels), CND UV Lamp or Brisa Lamp, gel brush and one hand with natural nails6/4 9 a.m. – 1 p.m. $150 T952655

CND Master ArchitectHosted by CNDLearn to architect amazing Forever French Enhancements with flawless Forever French techniques. Then discover “No-Limit” nail artistry with CND’s Additives and create one of a kind nails that demand attention. Discover how CND’s Retention+ system offers dramatic designability to transform nails into the ultimate works of art.Includes: Liquid and Powder Kit, black patent purse, CND dappen dish, certificate and a listing on CND Salon ReferralBring: Table setup (table lamp, implements and towels) and one hand with natural nails6/10 9 a.m. – 5 p.m. $199 T952659

Hair

Men’s Hands on Cutting WorkshopHosted by American Crew Once again men are embracing history in order to move ahead with their personal styles, and American Crew is hard at work on the latest trends for men’s hair cutting. In this hands on workshop, you will learn two to three cuts from an American Crew International All Star who will guide you step by step on how to achieve the latest looks. Includes: American Crew working products, Samuel manikin and certificate plus get 10% off all American Crew in THE INDUSTRY SOURCE store on the day of the workshopBring: All cutting tools, spray bottle, pen and paper5/6 9 a.m. – 4 p.m. $175 952626

5 Updos in 1 HourHosted by NeumaNEUMA brings you smooth, simple and organic beach inspired red carpet worthy looks perfect for this season’s special events. In this innovative, hands on class you will be introduced to the use of components. Once you master the concept of components, moving and connecting shapes, the possibilities are limitless. This is a perfect introduction to Neuma’s NUVISION Cutting Concept and/or NUVISION collection. This class features a presentation followed by hands on demonstration.Includes: CertificateBring: Curling iron, flat iron, pins, clips, rubber bands, bobby pins, pen and paper5/7 10 a.m. – Noon $49 T9526486/11 10 a.m. – Noon $49 T952660

2013 Pivot Point Meta Cutting CollectionHosted by Pivot PointMeta 052 is the third hairdressing collection under Pivot Point’s new Meta salon brand. In this edition, explore the balance between two sides of a personality as beauty and grace tango with strength and ferocity. The goals of this workshop are to learn how to produce commercial salon styles at salon speed, learn to use a razor and shears to create both soft textures and clean shapes, learn to use shape designs to create unique silhouettes and produce asymmetry and alternating lengths to create movement. Includes: Meta 052 collection DVD set and workbook, Pivot Point manikin and certificate Bring: Sculpting shears, sculpting comb, razor, trimmers, six sectioning clips, 9-row Denman brush, medium and small round brush, blow dryer, straightening irons, workable styling mousse or styling crème for blow drying, a pliable, working wax and light hold hairspray/shine for finishing5/20 10 a.m. – 4 p.m. $250 952639

Super Silk CertificationHosted by BrocatoDo you like your Keratin Treatment? Then you are going to love this! New technology has been introduced by Sam Brocato that will blow you away. Brocato Supersilk uses nano silk amino acid technology to bind keratin building proteins to the inner core of the hair leaving it soft, silky and very manageable. From frizzy and flyaway to coarse and curly hair, Brocato Supersilk’s multi-tasking formula is 100% free of formaldehyde, can be used on hair in any condition, tames frizz up to 100%, smoothes curls up to 90%, reduces out-of-control volume and repairs damage with an industry first spray-on application that improves manageability and reduces drying time up to 60%.Includes: Supersilk certification plus 10% off Brocato in THE INDUSTRY SOURCE store on the day of the classBring: Pen and paper6/4 10 a.m. – 1 p.m. $29 T952656



SCHEDULE OF COURSES


TISmag_MJ13_70,72,74,76 Academy.indd 83 4/3/13 2:55 PM

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SCHEDULE OF COURSES


Killer Coppers and Sunkissed Beauties This class features hot summer trends showcasing beautiful copper tones and that natural pop of color the sun so generously gives the hair. See two unique color techniques that will keep your clients coming back wanting more! But every amazing color needs an amazing style. Learn how to create soft swept up hair that looks effortless. Plus beachy waves are the perfect finishing touch for that easy, breezy summer glow! Workshop is taught by Nikki Jackson, Hairdresser of the Year winner.Look & Learn Bring: Pen and paper6/17 10 a.m. – Noon $29 T952664

WorkshopIncludes: Manikin, working product and certificate plus 10% off Kemon products in THE INDUSTRY SOURCE store on the day of the classBring: Working bag, clips, blow dryer, rattail comb, pen and paper6/17 10 a.m. – 4 p.m. $149 T952665


LOCATION: TheAcademy West 1760 44th St., Wyoming, MI 49509

Bali/Foil and Smudging WorkshopThe word Ombre is actually a French word for “shading” or “graduating.” This coloring technique offers a wonderful color option for the individuals who desire a softer, low maintenance color. Ombre hair color is a natural yet stylish bohemian look. Brunettes can invite that natural shadowed halo back into the crown, leaving summer highlights behind. Incorporate those risky tones in small portions or tortoise shell your way from brown to blonde in one strand. Blondes can invite more earthy, buttery tones back to soften the tones of surf and sand.Includes: Working product and certificateBring: Rattail comb, rubber bands, pen and paper.5/14 10 a.m. – 1 p.m. $49 T952649

Color ExpertThis class is for salon owners, those running an apprenticeship program and expert hairdressers and takes a deeper dive into understanding all of the components of hair color. Learn the proper formulation and methods for grey hair coverage, lightening, re-pigmentation, pre-pigmentation, color resistance, change of color and care of color. Includes: Manikin, lunch and certificate plus 10% off Kemon products in THE INDUSTRY SOURCE store on the day of the classBring: Working bag with all tools, pen and paper.6/3 – 4 10 a.m. – 4 p.m. $249 T952654

Nails

Secrets of Brisa LiteHosted by CNDThe cutting edge just got moved! Introducing Brisa Lite – CND’s new line of removable gels. Discover the only removable gel that is safe, builds instant length and shape and delivers three weeks of perfect, color stable enhancements.Includes: Working product and certificateBring: Table setup (table lamp, brush, implements, towels, CND UV Lamp or Brisa Lamp), files and buffers and gel sculpting brush5/20 10 a.m. – Noon $25 T952650

Secrets of Retention+Hosted by CNDDiscover the secret to wowing your clients with award winning Retention+ and CND Additives. This class features extreme design techniques and redefined nail art for the ultimate in artistic freedom.Includes: Working product and certificateBring: Table setup (table lamp, brush, implements, towel and dappen dish), files and buffers, liquid and powder sculpting brush5/20 1 p.m. – 3 p.m. $25 T952651

Super Silk CertificationHosted by BrocatoSee page 74 for course description.Includes: Supersilk certification plus 10% off Brocato in THE INDUSTRY SOURCE store on the day of the classBring: Pen and paper6/3 10 a.m. – 1 p.m. $29 T952666

Shellac Art & StyleHosted by CNDShellac goes beyond layering with new mediums and methods including foil, glitter, etching and sponging to create artistic expressions on nails that are wearable for even the most conservative client. Features easy techniques that are quick to create and fantastic for your bottom line.Includes: Shellac Top Coat, Shellac Base Coat, six Shellac colors, ScrubFresh™, Cuticle Away, Shellac Remover Wraps and certificate.Bring: Table setup (table lamp, implements, towels), CND UV Lamp or Brisa Lamp, gel brush and one hand with natural nails6/10 10 a.m. – 1 p.m. $150 T952657

TISmag_MJ13_70,72,74,76 Academy.indd 84 4/3/13 2:56 PM

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in nurturing moisture that leaves skin

feeling smooth and refined.

CND to the rescue!

HYDRATION

SUPER-HEROES!

cnd.com


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TISmag_MJ13_BC CND AD.indd 1 4/2/13 10:28 AM

the industry source magazine • may/june 2013

Documents

innovators of cnd shellac

sculpting gel

smoothing gel

nail technology

com2013 creative nail

new cnd shellac summer

nail damage

superior removable gel