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California Stylist & SalonVolume XIII, Number 12, Issue 156May 2009Published monthly byHolland Graphics, Inc.1750 SW Skyline Blvd., Suite 24Portland OR 97221Toll-free (888) 297-7010or (503) 297-7010Fax (503) 297-7022E-mail: editor@californiastylist.comWeb site: www.californiastylist.comPublisherManaging EditorProduction ManagerAdvertising DirectorArt DirectorClassified SalesLinda HollandLisa KindJoel HollandMarcy AvensonErica GibsonKelly SmithContributing Writers:Judy Culp, Jerry Tyler, Vicki Peters,Charlene Abretske, Neil Ducoff, Gordon Miller,Elizabeth Brown, Carmine MinardiCalifornia Board of Barberingand CosmetologyKristy Underwood, Executive OfficerCALIFORNIA STYLIST & SALON is mailed free ofcharge to licensed salons and barbershops and beautyschools in California. Circulation is restricted to members of the beauty and barber profession, its suppliersand students.CONTRIBUTIONS OF PHOTOS, ARTICLES, etc.,are welcome. Payment offered only when arrangements are made in writing in advance with the editor/publisher.ALL MATERIAL COPYRIGHT 2009 by HollandGraphics, Inc. and/or the bylined authors or photographers. No part of this publication may be reproduced,stored in a retrieval system, or transmitted, in any form,or by any means, electronic, mechanical, photocopying,recording or otherwise, without the prior permission ofthe publisher.OPINIONS AND ENDORSEMENTS herein are thesole responsibility of the writers or advertisers and donot necessarily represent the opinions of the publisheror the State Boards of each state. Publication of advertising contained herein does not constitute endorsement. Columns are the opinions of the writers and notthose of the publisher. California Stylist & Salon assumesno responsibility for the claims of any advertiser intheir paid advertising nor in the promotional materialthey provide either orally or in writing. Advertisingdoes not imply that the paper will provide any editorialcoverage, photos, calendar mention, or any other spaceor consideration other than actual space purchased. Alladvertising must be paid in advance of publication inlieu of prior arrangements. Invoices paid after termswill be subject to a 2.5% per month service charge.Delinquent invoices may be subject to a handling feeof 25%. Published rates are net. Agencies add 15% forgross cost. No Agency discounts. In the event a suitor action is brought to collect amounts due CaliforniaStylist & Salon shall be entitled to recover attorney feesand costs incurred.ADDITIONAL OR OUT-OF-STATE SUBSCRIPTIONS: For a one year subscription, send name,address and zip with check for 25 payable to HOLLAND GRAPHICS, INC. to Subscriptions, CaliforniaStylist, 1750 SW Skyline Blvd., Suite 24, Portland, OR97221. Address changes require old mailing label. MAY 2009 CALIFORNIA STYLIST & SALON
George essional Beauty CenterTrue Integrity Creative Collectionfeaturing Ultra Light blondsPURCHASE6 - 60 ml/net wt 2.05 oz True Integrity Opalescent Colour Creme:4MG – Medium Mahagony Gold Brown5N – Neutral Brown5RR – Red Red Brown7N – Medium Neutral BlondeUL-A – Ultra Light Blonde AshRNEW!UL-N – Ultra Light Blonde Neutral1 - 250 ml/8.5 oz Pure Oxi 10 Vol Creme Developer1 - 250 ml/8.5 oz Pure Oxi 40 Vol Creme Developer1 - 60 ml/2 oz White Tea Restorative Shampoo1 - 37.5 ml/1.25 oz White Tea Restorative Conditioner1 - TI Quick Reference Wall Chart1 - TI Ultra Light Blondes Swatch BookUpdate Guidelines1 - TI Ultra Light Blondes Swatch Card1 - TI Zipper Bag1 - Chemical Dependency Brochure 27.50salon value 64.00Hypershine Repair Spray Creates unbelievably reflective hair Smoothes and seals hair when used with heated styling tools Leaves hair silky, shiny and healthy Formulated with argan oil for repair and conditionopen stock1 - 125 ml/4.2 oz Hypershine Repair Spray 8.00Integrity Salon Members:Watch your mailing for a coupon toward a freesample of Hypershine Repair SprayNEW!Essential Purifying KitEliminate Mineral & Chlorine DiscolorationPURCHASE1 - 350 ml/12 oz Hair Clearifier Shampoo1 - 250 ml/8.5 oz Hair Clearifier Treatment1 - 250 ml/8.5 oz ER Emergency Repair Conditioner6 - Scruples Processing Caps1 - Essential Purifying BrochureResurrect & Restore Duo1 - WasheElite Shampoo, 33oz.1 - Resurrect Conditioner, 33oz.1 - caddy 25.00 12.00Reg. 36.50Save 32%value 17.50Straight Streaks DuoSmooth Energizer Duo1 - Kukui Sport Washe , 33oz.1 - Alani Sport Rinse, 33oz.1 - caddyPBC EDUCATION 19.00May 17thColor Placement ClassSacramento, CAMay 18thColor Placement ClassPleasanton, CAJune 15Paul Brown StraighteningClassPBC education center LafayetteJuly 12 & 13Face & Body ShowSan Jose Convention CenterSan Jose Booth #734George Riley’s PBC1.800.303.36301 - Straight Streaks Shampoo, 33oz.1 - Stay Sraight Conditioner, 33oz.1 - caddy 25.00Reg. 38.80Save 36%Reg. 25.95Save 27%Ring in the Sun1 - Ringlets Shampoo, 9oz.1 - Ringlets Conditioner, 9oz.1 - Ringlets Mist, 9oz. 16.95Reg. 26.60Save 36%Botanical Beautifiers Duo1 - Hapuna Cleanse, 33oz.1 - Hapuna Condition, 33oz.1 - caddy 25.00Reg. 35.65Save 30%www.georgerileyspbc.com
Opportunities Beyond the ChairIn this issue.From the Editor8 The Nail ExtensionBeyond the Salon . . . . . . . . . . . 5Becoming an educator in thenail business takes more thanjust being a seasoned nail tech.From teaching in school to beingan independent educator, VickiPeters breaks down what it takes tobecome a nail educator.The Nail Extension . . . . . . . . . . . 8Beauty Business Buzz . . . . . . . . . 9Three Months of Marketing . . . . .10Blue Highways . . . . . . . . . . . . .11Retail Matters . . . . . . . . . . . . . .12Three Months10of MarketingBetter Business . . . . . . . . . . . . .14Esthetic Endeavors . . . . . . . . . .15What are you doing to take backcontrol of your business, growthof your client base, retail sales andincome? Elizabeth Brown offersmarketing ideas and suggestionsfor the summer months.12 Retail MattersDirections Career Can Take . . . . 6-7Bringing Your Product to Market . .16California Board News . . . . . . . .18Classifieds . . . . . . . . . . . . . .19-21Calendar . . . . . . . . . . . . . . . . .22What’s New in the Market . . . . . .23Salons truly have the upper handwhen it comes to competing forthe retail sales. However, salonshave to up their game in the areaof retail merchandising if they areto translate that unique connectionto clients into actual retail sales.Gordon Miller offers merchandisingtips to increase retail sales.On the cover.Photo Courtesy ofKEUNEHaircosmeticsOver 35 convenient campus locations800-648-3413www.marinello.comCA Lic. 0E63472, AZ Lic. #869200, NV Lic. #222912* rates vary in NV & AZ4 MAY 2009 CALIFORNIA STYLIST & SALONLisa KindA career in the beauty industry offersunique opportunities beyond the chair. Fromcosmetologists to salon owners, educators,platform artists to product developers and more,you are only limited by your imagination.Being a hairstylist is a main career choicefor many in the beauty industry, however, theMay issue of California Stylist explores otherchallenging and lucrative careers that existwithin the professional beauty industry.Profiled on pages 6-7 are just a few successful beauty professionals whose career ledthem down a different path in this industry.From salon owners to educators, platformartists to product developers, Beth andCarmine Minardi are of the highest caliberof professionals. On page 5, Carmine shareshis perspective that took years to develop andhopes to help salon professionals determinewhich direction their own career might takethem.Judith Culp, page 15, suggests thatsometimes estheticians may look beyond thetreatment room and explore bigger horizons.Just staying open to change, diversity and expanding your knowledge will open the doorto opportunities. This may be the perfecttime to learn something new.Have you thought you might want to bean educator? Where do you start? On page 8,Vicki Peters explains what it takes to becomean educator. Don’t bypass this article becauseyou are not a nail tech. Her informationcan apply to any educator. And she is verythorough. Don’t become overwhelmed at allyou have to learn. Start one-by-one learningfrom the list Vicki gives you and before longyou will be an accomplished educator with animpressive resume.If you know successful people in thebeauty industry you know they have onequality in common – passion. Passion isrequired for longevity in the beauty industry.Business coach, Charlene Abretske suggests on page 9 that passion can carry you toseveral different areas of the beauty industry.Whether you’re satisfying that passion byeducating others, volunteering your time, orcreating new standards and products, following where your passion leads you will set youup for a satisfying career.Now, more than ever, many in the beautyindustry are reflecting on the path theircareers are taking them. In his article on page11, Jerry Tyler challenges us with a question,“Do we turn this downtime to our advantageand seek change to advance or do we waitand-see, hoping that better days will come?”This, he notes, is the long time honoredconflict between being proactive or reactiveand also being brave enough to seek and mostimportantly, to embrace change.On another note, look forward to ourJune issue of California Stylist with the announcement of our cover contest winner!At the time of publication we have alreadyreceived several incredible entries. Also nextmonth will be the 13th Anniversary of theCalifornia Stylist! Thank you to all of ourreaders, advertisers, supporters and staff formaking our first 13 years a success.Cheers to thinking outside of the box andputting your career on a path to fulfillment!I.C.O.N. Products to Be Distributed byBeauty Solutions in CaliforniaBeauty Solutions, LLC has been awarded the distribution rights for I.C.O.N. productsin California, and will also fold I.C.O.N.’s direct sales team into their own organization,starting April, 2009.Minda Ghio, VP Sales of Beauty Solutions announced, “We are very excited about beingI.C.O.N.’s California distributor. We have long admired I.C.O.N.’s products, their leadership and their commitment and passion for the salon industry. We feel we are a perfect fit,as both our companies always strive to add value to our client relationships with a commitment to artistic education and business services.”In a joint letter to I.C.O.N. clients, founder, Chiara, wrote, “We believe that BeautySolutions joining our distribution force is an asset to our clients. Their philosophy, commitment and most of all their integrity is one in the same as I.C.O.N.’s . They too believe thatclient service and quality products are the essence of any business relationship.”Ghio adds, “The addition of I.C.O.N. and their seven sales consultants to our own salesteam will help us continue our steady expansion and allow Beauty Solutions and I.C.O.N.to bring a higher level of service to salon professionals throughout California.”Beauty Solutions also distributes Unite, Kevin.Murphy, Dermaquest Skin Therapy,Unite’s GO24-7 men’s line, and now, I.C.O.N. For more information, call 888-973-7546,email info@beautysolutions.com or visit their website at www.beautysolutions.com.
A Career Beyond the SalonBy Carmine MinardiHairdressing is such a rewarding career onso many levels. Helping your clients look andfeel great brings positive energy back to youevery time you make their day a little better.However, one of the greatest opportunitiesa career in beauty offers is the ability to spreadyour wings beyond the chair.Both my wife Beth and I have been veryfortunate to wear many hats and experiencemany different facets of the beauty industry.But, we’ve always continued to work behindthe chair to stay real, authentic and close toour team and our clients. Here are someperspectives I’ve developed as we’ve learnedand grown in this adventure. This information may help you determine where your owncareer path might lead you.Salon owner: Becoming a salon owner isa natural step for many beauty professionals.As a salon owner, you not only want to thinkof yourself as the team leader and businessexpert, but as the head cheerleader and chiefmentor for people who are just starting out.Paying it forward by helping others succeed is the most valuable contribution you canmake to the industry. But don’t let the conceptof “salon owner” be limiting; there are endlesspossibilities. You can open multiple salons.The training you do with your team doesn’thave to be limited to cut and color, but you canteach how to consult, speak and how to present their image. You can reach beyond yourown salon, travel to trade shows, and bringback different ideas to share with your teamand clients. And above all, you can set the toneand culture for your company.Product developer: Over the years, Bethand I have had the good fortune to help createhaircolor, care and styling lines for some ofthe largest beauty product companies. In thosecases, we came up with a great idea, gave it tothe research and development teams, chemistsand marketers and they brought our ideas tolife. That was fun.Many beauty professionals think about thefantasy of creating products, and it’s doablefor anyone. However, you have to realize howmuch time, effort and money you’ll need toinvest. One option is to work with one ofthe private label companies and create a linefor your salon. Today, there are many goodcompanies and they can provide you with aturnkey program from formula developmentthrough final packaging and in many cases,even marketing materials. Your risks are muchlower and you can get to market quickly. Witha large enough client base, it can be financiallyrewarding, as well.On the other end, you can create a nationalline, but you need to be prepared to makea huge investment. We began work on ourproduct line many years ago. The process hasbeen long and arduous and filled with many,many lessons about every aspect of productdevelopment from getting the right businessplan to fine tuning formulas and fragrancesand packaging to making our products’ uniquestory a reality.We never thought it would take so long.But now we have wonderful formulas thatwe have been testing in our own salon on ourmost discerning clients and we all agree thatthey’re winners. If you decide to create a product line on any level, what’s most important isthat you be brutally honest with yourself andhave people around you who are brutally honest, then set your benchmarks and make sureyour products are truly better at every level.Educator: Beth and I have been educators for more than 20 years. We’ve done it all— from leading the education programs formajor manufacturers and lines, to headliningmajor international events to hosting our ownannual Minardi Beauty Focus —we just finished our 22nd! —to offering DVDs, webinars,books, shadowing programs at our salon, smallroundtables and almost every other educational format you can think of. We truly listen towhat beauty professionals ask us for and workhard to create the programs that give them thecontent that will make a difference to them.Whichever type of educator you’d liketo be, it’s critical that you have excellent diction, grammar and speaking skills, so it canbe very helpful to take a class and practice.Those are also such important skills for yourwork behind the chair that the class will payoff in many ways. You also have to be able tocommunicate well with all levels of people inyour audience; you have to tell your story soit’s exciting enough for the most experiencedpeople and also so it’s understandable for theperson who is just starting her career.One of my mentors, John Chadwick, taughtme that it’s important to speak as if each personin the audience cannot see you, explaining everydetail step by step. Share tips, techniques, andideas that are practical and usable for what theydo every day behind the chair.I also strongly believe that whatever formatyou choose, it’s important to love your audience. Make sure they know that you are therefor them and want to share what you know tohelp them be better. Trust me: People can tellthe difference. If they believe you truly havetheir best interest at heart, they’ll come to seeyou again and again, and when that happens,Beth and I are so humbled, but we find it themost rewarding of anything we do.Carmine Minardi owns Minardi Salon with his wife, Beth, in NewYork City. Together, their careers include cutting/styling and coloring,respectively, salon ownership, education for manufacturers and theirown Minardi Beauty Focus and product development, including the newMinardi line for care and styling for color treated hair. For more information call 212-308-1711, visit www.minardinyc.com or connect withthem on FaceBook at MinardiEducation.CALIFORNIA STYLIST & SALON MAY 2009
Directions Your Beauty Career Can Take YouAs America continues to shift towards apredominantly service-orientated economy,the professional beauty industry continuesto offer exciting and financially rewardingcareers.While people may view being a hairstylistas the main career choice in the professionalbeauty field, many are not aware of otherchallenging and lucrative jobs that comprisethis 56 billion dollar industry.The beauty industry is constantly expanding, offering opportunities for men andwomen of all educational backgrounds. Plus,it remains one of the few industries capable ofproviding a career that is relatively immune torecessionary pressures (consumers continueto spend on haircuts, cosmetics and skincareeven in tough times) while still offering acompetitive salary.The Professional Beauty Association (PBA)encourages both young people embarking ontheir career path as well as others looking tochange their profession to consider these directions a professional beauty career can take you:EntrepereneurChristine Giustra, esthetician and entrepreneur, having recently completed hereducation and licensing in 2007, proves howan education in beauty opens up many careerpaths, including business ownership.As a licensed esthetician, Giustra performs a wide variety of rejuvenating treatments that are customized to her clients’skin concerns and develops an individualcosmeceutical treatment plan to meet theirgoals. Her skills helped her to gain immediateemployment with a top spa in New Orleansand at the same time allowed her to developher own private practice and business, TheSkin Studio.“Upon earning my license, I found amazing support and encouragement from otherbeauty professionals helping to accelerate mycareer,” states Guistra. “Not only do I lovemeeting exciting people and earning a goodliving, I am also able to help people look greatand feel better about themselves.”Product ManufacturerBrook Carlson is vice president andgeneral manager of RUSK Professional HairCare, one of the leading professional hair carecompanies offering a complete range of styling products and tools.Carlson has had a distinguished careerworking for notable beauty companies suchas L’Oreal, ARTEC and Zotos International,giving her the knowledge to manage RUSK’sproduct development, marketing, financialoperations and strategic partnerships. On aday-to-day basis, Carlson may be involved insuch projects as planning a strategic launchfor a revolutionary beauty product, workingwith her creative directors on “the look” forupcoming fashion shows, performing marketresearch on beauty trends or meeting withRUSK’s many distributors regarding thecompany’s products.“My job allows me to be both creativeand analytical, which I enjoy. I have found mycareer in the professional beauty industry tobe highly rewarding and would recommendothers to seek out the many opportunitiesthat are available,” states Carlson.DistributionLee Lawson is regional director of salesand development of Neill Corporation. Abeauty distributor is one of the many jobsmost people are not aware exists within thebeauty industry. Lawson is the connection bet
www.marinello.com Opportunities Beyond the Chair A career in the beauty industry offers unique opportunities beyond the chair. From cosmetologists to salon owners, educators, platform artists to product developers and
