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THE INDUSTRY SOURCE MAGAZINE MAY • JUNE 2014

EXCEL

Customer Service

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p. 18

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p. 50

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©2014 OPI Products Inc. I ©The Coca-Cola Company. All rights reserved.

p. 64

$5.95

I C O N S

O F

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Publication: The Industry Source Date: 2/20/14 Designer: Scott Finkelstein Job: 8367_From5073_Retention_TheIndustrySource_MayJune2014_Spread.indd Publication: The Industry Source Designer: Scott Finkelstein

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Date: 2/20/14 Designer: Scott Finkelstein Job: 8367_From8124_ShellacParadise_TheIndustrySource_MayJune2014_Single.indd Publication: The Industry Source Designer: Scott Finkelstein

Round: #1

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©2014 Creative Nail Design, Inc.

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Date: 2/20/14 Designer: Scott Finkelstein Job: 8367_From8090_VinyluxParadise_TheIndustrySource_MayJune2014_Single.indd Round: #1 Publication: The Industry Source Designer: Scott Finkelstein

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©2014 Creative Nail Design, Inc.

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Date: 02/20/14 Designer Name: Scott Finkelstein Job: 8367_from8319_AdditivesParadiseColl_TheIndustrySource_MayJune2014_Single.indd Publication: The Industry Source Designer Name: Scott Finkelstein

Round: #1

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©2014 Creative Nail Design, Inc.

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Date: 2/20/14 Designer: Scott Finkelstein Job: 8367_From8289_ScentParadise_TheIndustrySource_MayJune2014_Single_FN.indd Publication: The Industry Source Designer: Scott Finkelstein

Round: #1

NEW! SCENTSATIONS NEW! SCENTSATIONS PARADISE COLLECTION NEW! SCENTSATIONS PARADISE COLLECTION PARADISE COLLECTION Lush tropical fragrances capture the beauty of a faraway island. Lush Exotica. tropical Hedonism. fragrances Fantasy. capture the beauty of aBe faraway island. transported. Exotica. Hedonism. Fantasy. Lush tropical fragrances capture transported. the the beauty aBe faraway island. Discover newof CND Scentsations Exotica. Hedonism. Fantasy. Collection at a store near you. Discover the new CND Scentsations Be transported. Log on to nd-distributor Collectioncnd.com/fi at a store near you. Log on to Discover the new CND Scentsations cnd.com/find-distributor Collection at a store near you. Log on to cnd.com/find-distributor

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©2014 Creative Nail Design, Inc.

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©2014 Creative Nail Design, Inc.

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FEAT URES

May/June 2014

18

SPOT LIGHTING CUSTOMER SERVICE EXCELLENCE

Find out what makes these customer service providers stand out from the crowd. Whether they have been in the industry for over a decade, or just a few years, each of providers is driven by a passion that fuels their creativity and a strong desire to make people happy.

40

SET YOURSELF UP WITH THE PERFECT PEDI TOOLS

44

be PRO GET THE LOOK: FEELING BLUE?

48

T HE ITALIAN TOUCH #15 COLLECT ION

It’s that time of year again, are you ready for pedicure season? Get the tools you need to deliver the fantastic results your clients have come to expect.

Suzi Weiss-Fischmann Dishes on the Coca-Cola/OPI

PARTNERSHIP

Editor: Laurie Humphrey editor@theindustrysourcemag.com Design Staff: Shelly Schroeder, Senior Designer Adriana Kavalcova, Designer Susan Stevens, Designer Jaime Goodwin, Designer Jen Boley, Advertising

Learn how these leading industry icons came together

Forget the sadness. Cool blue is not only a happy color, but it’s hot, hot, hot! Recreate the look that is gracing runways around the globe with step-by-step instructions.

Color and cuts continue to embrace the Romantic Grunge Mood embodied in the master collection with an added twist of vibrancy in color choices, side-swept bangs and a return of the 90s bob.

and why the collaboration celebrates life, laughter and longevity.

Editorial & Sales Office: 29683 W K Smith Dr. Lyon Tech Park New Hudson, MI 48165 248.347.0388 phone 248.347.3351 fax

50

theindustrysource.com Cover Photo: Icons of Happiness by Coca-Cola/OPI Contributors: Meredith Stedman and Lea Streblow

COVER LOOK Icons of Happiness by Coca-Cola/OPI Model is wearing OPI Coca-Cola Red Nail Lacquer (NL C13). Item #613228. See page 51 for complete collection. Photography: Miranda Penn Turin Makeup: Bethany Karlyn Hair: Louise Moon ©2014 OPI Products Inc. | ©The Coca-Cola Company. All rights reserved.

Expertise provided by: Shep Hyken, Peter Turla and Kris Duggan

Become a fan of THE INDUSTRY SOURCE

© 2014 tng worldwide. All rights reserved.

12

THE INDUSTRY SOURCE

TISmag_MJ14_12 Features.indd 12

May/June 2014

Follow us: THE INDUSTRY SOURCE

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.

4/2/14 8:51 AM


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


CONTENTS THE NEXT LEVEL

18 INNOVATE Snap Shot

38

ForPro Best of the Best for Pedi Season

40

Don’t Be Plagued by Unsightly Leg Blemishes

42

Get the Look: Feeling Blue

44

TOP 5 Beauty and the Beach Services

46

The Italian Touch Collection #15 by Kemon

48

Interview with OPI’s Suzi Weiss-Fischmann

50

18

Customer Service Providers Excel in Excellence

22

Convert Complaining Clients into Your Biggest Fans

24

Good Customer Service Paves the Way for Future Success

27

Re-engage Past Customers and Boost Business

28

Define Your Success with Good Time Management

30

Positive First Impressions are Crucial to Customer Service

34

Deliver Customer Service Training with Purpose

36

Professional Perspective: Avoid Mediocrity

48

JUST IN New Products

54

IMAGE Customers Always Come First at POSH

58

CONNECT 60

Get Your Head in the Game and Boost Customer Engagement

62

Ask the Industry

63

Ad Index & Share the Success

RESULTS 64

May/June Promotions

TNG NEWS

60 14

THE INDUSTRY SOURCE

May/June 2014

70

Brazilian Blowout Roadshow Focuses on Functionality and Quality Results

72

Cirépil Intimate Waxing Draws Crowd to TheAcademy

74

TheAcademy Schedule


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Message from the CEO

I

s there a better month of the year than May? No matter where you live, the weather is the best, flowers are blooming, the air smells fresh and everything is renewed after the long winter. May is also about great events and holidays from Mother’s Day to Memorial Day, graduations and the start of the wedding season.

In short, May kicks off the “happy season.” Consumers are going to be especially happy this May due to the harsh winter and being boxed inside. I predict a boom for all seasonal businesses and the most difficult task will be keeping up with demand. In the last issue of THE INDUSTRY SOURCE magazine, I mentioned that mani’s and pedi’s will reach an all-time high. I also see a surge in makeup, especially airbrush makeup; waxing services especially Brazilian for women and full body for men; hair straightening treatments especially Brazilian Blowout; and finally, massage services as more people practice yoga and see the benefits of getting massages on a frequent basis. All this is good news for those salons and spas that specialize in these services. It’s become impossible to be great in all things and those businesses that are specializing in a particular segment are the ones that are growing and expanding.

Larry Gaynor

This is also good news for you since you are a customer of THE INDUSTRY SOURCE. We continue to lead the industry in product innovation (we have some very cool products coming in July). In the meantime, we continue to save you up to 40 percent compared to our competitors. For instance, check out our new ForPro Flip-Flops on page 55. They are available in: black, sage, white, and the hot animal prints, leopard and zebra. The quality is amazing and they compare to $10 at retail. I know you have a lot of choices where to shop. Compared to our three main competitors, we are the only family-owned, independent company remaining. In a world that lives and breathes for quarterly results, it’s nice for you to know that our first and foremost focus is you. By all means, enjoy spring and the beginning of summer. I love putting on shorts, a Jimmy Buffett T-shirt and flip-flops. It’s going to be a great season.

Larry Gaynor, President & CEO, tng worldwide

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.

DIVISIONS:

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16

THE INDUSTRY SOURCE

May/June 2014


e c n a t s i s é r e d Pièce

THE PASSION OF COLOUR Original artwork that transcends the minds of most is rare, yet prestige salons and spas now have the unique opportunity to acquire perhaps the finest piece of artwork ever produced. Few pieces capture the imagination of women’s desire to explore, fantasize and dream as THE PASSION OF COLOUR. The eyes transcend not knowing which colour to focus on as there are 80 captivating butter LONDON originals magically placed on the canvas.

THE PASSION OF COLOUR retail price is $1350. However, approved butter LONDON accounts can buy THE PASSION OF COLOUR for $600. The investment is sure to grow instantly and over time. In fact, many clients will want to buy one for their own home. To become a butter LONDON stockist, please contact your TIS Account Representative or register online at theindustrysource.com/ butterlondon. THE PASSION OF COLOUR is a masterpiece designed and sold exclusively by THE INDUSTRY SOURCE.

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THE NEXT LEVEL

Customer Service Providers Excel in Excellence

R

ecent statistics (taken from a 2012 United States Department of Labor report) show there are about 663,300 hair stylists or cosmetologists and 87,000 nail technicians working in the United States, but these numbers are expected to increase 13 percent and 16 percent respectively by 2022. The growth rate for massage therapists and skin care specialists is higher at 23 percent and 40 percent respectively, but those service providers will still have less competition for customers at the end of the day because those groups are only represented by 132,800 and 44,400 people, respectively. So, with all that competition, what can you do to get more customers walking through your door? Experts agree, it is all about defining and delivering good customer service. We found a number of great service providers who are leaving their mark on the beauty industry, and we will feature their stories over the next three issues, beginning with professionals from Wisconsin, Minnesota and California.

A

ndrea Brewer – Hair stylist and co-owner RAW Salon, Wisconsin explaining what we’ll be doing for the cut, we’re also helping them to relax,” Andrea says. Her focus is simple: Give customers a reason to come back, “because the reality is that they can go buy makeup or hair color from a store. It won’t be as good, but customers want more than our skill, they want a great experience.” Lessons like these have set Andrea up for success, and she credits three people for helping her get where she is today: “My husband for his business savvy, my mom for her emotional strength and my aunt for knowing how to navigate corporate America and the salon industry (she owns a salon in Chicago).”

How it is possible that as one of the salon’s owners, Andrea is still accountable to hundreds of bosses at her place in Burlington? “Great customer service is about providing a great experience, and the best way to remember to treat them right is to realize that for the next 45 minutes, hour or however long the customers are with you, they are your boss,” she explains. To make customers feel special, she and her staff keep heated towels at the shampoo bowls so customers can lie back on the warm towel instead of a cold sink. “We also like to give 10 minute head massages. So while we are working products into their hair and

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THE INDUSTRY SOURCE

May/June 2014

Community outreach can be important for any business, anywhere, but she believes it is especially important in small towns like hers. “Everyone knows each other and needs to support one another,” she says. She helps to raise money for the annual Burlington Fire Department Burn Camp Fundraiser, which allows former burn patients aged 7-17 to attend camp free of charge. During a designated month, RAW Salon offers a portion of every salon service to the cause. In addition, she contributes product and services toward a silent auction for the burn camp. After 14 years behind the chair, Andrea has realized that “stylists have the ability to make people feel special. We give people the confidence to go out in the world” and that makes her feel fantastic! (continues on page 20)


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THE NEXT LEVEL

D

eb Lester – Esthetician Taj Salon and Spa, Minnesota

Deb has only been in the field for five years, but she’s focused on providing the best customer service she can deliver. To that end, she successfully completed a training program that earned her an “expert” ranking in the world of skin care and made her one of 10 estheticians in a 6-state region to achieve the honor, according to Miranda Roseland, co-worker and Deb’s nominator for Top 10 honor. “You can’t give customers what they want unless you really understand the products,” Deb reasons when asked about her additional training. “I also felt it was especially important for me as a mature women (beyond retirement age), because customers would likely have higher expectations of me.” She uses that knowledge to make sure customers are getting her best, beginning with their first visit to her treatment room. She talks with them about the type of skin they want, hand picks products that will help them get it and then recommends followup products for home. “She will also call her customers shortly after their skin care services to make sure the products they took home are working well for them,” says Miranda. “That is just how she is - it’s important to her that her customers are always happy.” Deb admits that she enjoys making others happy and she is committed to helping customers who visit the Brooklyn Park salon to not only look and feel better about their skin, but to feel excited about life, too. “This industry is about so much more than beauty. It’s about wellness, and that begins with feeling good about ourselves.” Deb is thrilled when people come out of her treatment room more knowledgeable and optimistic. “I believe I was put on this earth to make a difference…for my customers, my co-workers and my employers, so I owe it to everyone to make sure that my customers don’t have any interest in going anywhere else.” Success comes naturally to Deb, partly because of the relationships she builds in the community, relationships like the ones she began while working on the Diamond and Pearls Project years ago. “It’s a project that collects used prom and bridal party dresses for girls who wouldn’t be able to afford a prom dress.” It may have taken Deb a while to figure out where she wanted to be professionally, but she is there now and she couldn’t be happier. “If you fall in love with your job, you’ll find all the motivation you need to build your relationships and to stay educated.”

J

ackie White – Massage therapist Betty’s Natural Nails and Spa, California

If the service you provided is still on a customer’s mind a week after the appointment, then you must have done something to stand out. If that same customer offers you a job two years later when she adds massage services to her salon, then you must be phenomenal at your job. Jackie has been working weekends in the California City salon for just six months, but according to her boss Elizabeth Davie, customers already love her. “She just has a way about her that puts people at ease. When I went to see her for my first massage, I was really nervous, but she made me feel comfortable right away. That is why I hired her and why I nominated her” as a TNG top customer service provider. Jackie comes from a long line of customer service providers, but her family’s customers are different than hers. “Everyone in my family is a correctional officer,” she jokes, “but I wanted to do something that would make people feel better, not just be better.” She considered a job in the medical field, but the sight of blood bothers her, so five years ago she turned to massage therapy. “It worked out great because instead of giving medicines that can take days to make people feel better, I can offer massages that make people feel better that same day,” she says. Jackie’s motto is to keep all her customers happy, even the occasional customer who comes in having a bad day. “That just means I have to make their experience better than what they expect so they feel better. I might add an extra little treatment, but it’ll make them leave happier than when they came in.” In return for her efforts, positive customer reviews have helped to increase her business. “That’s important in small towns like mine where the competition is intense.” Spending the majority of her days inside other people’s personal space has taught Jackie to always be respectful, discreet and to stay calm. “You need to stay professional and you can’t let things surprise you because you are going to learn a lot about your customers,” she says. ▲

20

THE INDUSTRY SOURCE

May/June 2014


THE SAFER

C hoice

Trusted in the salon industry for 30 years

finipil® is an FDA registered OTC antiseptic that is applied after hair removal. This antiseptic cream destroys 99.999% of bacteria and cools and soothes the skin while helping to protect the hair follicle from infection and ingrown hairs. • Dermatologist researched, tested and approved • Kills 99.999% of germs • Helps to prevent ingrown hairs • Reduces redness and swelling • Cools immediately • Use after electrical hair removal • Replaces cataphoresis

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THE NEXT LEVEL

Convert Complaining Clients into your

B

BIGGEST FANS

efore asking customers to reach for their wallets, it’s important that service providers reach for a universal goal: 100% customer satisfaction. This may sound easy enough, but some people don’t realize that 96 percent of unhappy customers don’t complain. Most of them just leave and never come back, according to 1st Financial Training services. Even worse, these disgruntled customers could share a bad review with friends and hurt your chances for potential customers.

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So while dealing with challenging customers can be mentally and emotionally exhausting, it’s better to try to make them happy than to let them leave unsatisfied. Keep reading if you need some easy pointers on soothing those angry customers:

Put yourself in the customer’s shoes Customers pay for a service and they have certain expectations. It’s always best to talk about these expectations beforehand, but even that won’t guarantee you and the customer are always on the same


page. As soon as you sense a problem, start working toward a solution before words get heated. Make sure your customer knows you both want the same thing – a happy experience – and you’re willing to make things right.

Listen without interruption or emotion Patiently wait for the customer to explain the problem and don’t get sensitive. Not everyone knows how to communicate effectively so don’t take what the customer says personally. Find a quiet spot where the two of you, and one other employee as a witness, can work through the problem.

Calmly pick out the key points of the customer’s concern and repeat them to make sure you understand the issue This shows you are hearing, not just listening to the concerns.

Apologize sincerely “I’m sorry” goes a long way if you truly mean it. That doesn’t mean you need to always accept blame. You could simple be “sorry” that the customer did not get the result he or she wanted the first time.

Agree on a solution that pleases you both You can’t change what already happened. It’s done. Let it go. Focus on a realistic solution.

Take action, and this includes follow up Once you’ve settled on a solution, make it happen. You might even consider adding in a coupon for the next visit, just to show there are no hard feelings and you want the customer back. Then as soon as the customer leaves, document everything in case you need to remember details later. Here’s the bottom line: There is no better form of advertising than word-of-mouth because it’s free, it’s sincere and it’s coming from a trusted source, so cultivate and treasure those customer relationships. Treat them like royalty so they will talk-you-up in all their social circles and hopefully, that will create a ripple effect of new customers for months to come. ▲

See http://returnonbehavior.com/2010/10/50-facts-about-customer-experience-for-2011/ for more interesting facts on the customer experience.

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THE NEXT LEVEL

Good Customer Service Paves the Way for

FUTURE SUCCESS

Ask five different people what good customer service means to them, and you’re likely to get five different answers, but as customer service expert Shep Hyken points out, it doesn’t matter how they define it, how you define it or even how he defines what good customer service is. The only definition that counts is the one held by the customer. “Your customers will define good service for themselves, so the best you can do as service providers is to give them an experience that is in line with their expectations, or beyond it,” he says. So, what does that mean for you? Shep suggests throwing in a quick, inexpensive hair treatment at a hair appointment, beginning a manicure with a gentle hand massage or extending a 45-minute deeptissue massage to 50 minutes. “It shows you are completely focused on your customer, not watching the clock.” According to Katie Michels, a stylist from Salon Verve in Traverse City, MI, it’s the little extras she gives her customers that really make

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their experience exceptional. “It shows that I’m concentrating only on them, their happiness. I’m not thinking about my next customer or what I’m making for dinner that night.” They reward Katie by coming back and asking for her time and again. (Katie is one of TNG’s top customer service providers. To see stories like hers, go to page 18.) “One of the greatest prizes in business is a loyal customer,” says Shep, but these treasures don’t come easily, and it can take time to earn their unconditional faith, especially if even one previous visit is unsatisfactory. If as an employer, you find yourself in a position where a change in staff or philosophy is needed, he suggests making the improvements quickly and then letting long-time customers know that their satisfaction is a top priority and you have taken steps to make sure their experience is fantastic moving forward. (continues on page 26)


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THE NEXT LEVEL “Then once the right people have been hired, and they’ve been trained on the technical side of the service, you can start to build (or rebuild) a good reputation,” he says, pointing out the difference between technical training and the training one gets in school or during an apprenticeship. “You can have the nicest, best hair stylist in the world working for you, but if she needs to check out a customer and she doesn’t know how to work a cash register, she is hurting customer service because the customer is ready to pay and go.” To keep the customer experience positive, from beginning to end, he recommends training all employees on the register, appointmentsetting software and whatever else is necessary to ensure a smooth and efficient system. He also recommends that employers use weekly staff meetings to recognize and reinforce good customer service behaviors. “By openly sharing specific customer service concerns, the whole staff can learn how to handle similar situations, bring up alternative solutions and stay up-to-date about everything happening inside their work place. Staff members will appreciate the support and camaraderie, and will be more attuned to their customers’ needs, which will keep customers coming back,” he says. ▲ WRITTEN BY LAURIE HUMPHREY Expertise provided by Shep Hyken, CSP, CPAE, a customer service expert, professional speaker and New York Times and Wall Street Journal bestselling business author. He has been inducted into the National Speakers Association Hall of Fame for his work with companies who want to build loyal relationships with their customers and employees.

Step-Up Your Own Customer Service Skills Have you ever noticed how often the term “good customer service” is tossed around? It doesn’t matter if you are in a service industry, retail, education, technology or health care, “good customer service” is one of those fundamental legs needed to maintain a company’s foundation for success. It goes handin-hand with “offering products/services in demand” and “fair pricing.” Given its importance, it’s interesting that “good customer service” has multiple meanings. Some people define “good customer service” as an activity, while others consider it a performance measurement. Then there are some people who see it as a philosophy. Regardless of how you define “good customer service,” you want the service given to your customers to be the best, right? Of course you do! For great tips on how to achieve “good customer service” for yourself and your business, check out these Web sites: www.helpscout.net/blog/customer-service-tips/ www.skillsyouneed.com/general/customer-service-tips.html www.ehow.com/info_8570146_beauty-salon-customerservice-tips.html

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RE-ENGAGE

I

Past Customers and Boost Business

f business is going good, it could take a while before you notice your normal Monday 5 p.m. appointment hasn’t been in for a while. Sure, the slot has been filled so you’re not losing income, but it’s hard to ignore the question nagging at the back of your mind: Why did the customer stop coming in?

Research indicates that you should find out, because repeat customers are cheaper to engage than new customers, and they are also the best form of free advertising. Don’t worry about the “why” right now. Focus instead on bringing the customers back, and remember there is always a chance that the reason the visits stopped had nothing to do with you. You can verify this AFTER you get them back through the doors. Need some proven tips to help you lure them back? Try these:

1. Write customers a personal note thanking them for the last visit and explain how much you miss them. You could reference a previous conversation or ask about their family to show you remember them as a person, not a source of income. 2. Extend an olive branch. Explain that you hope you didn’t inadvertently upset them. 3. Offer a discount for a service they’ve had in the past, but put a time limit on it. You might even offer a “Buy 1, Get 1 half-off” so they are encouraged to bring in a friend for the same appointment. Suddenly, it becomes a social event for the customers and you have a chance to also turn the friend into a repeat customer. 4. Follow up a week later with a phone call, email or text whether the customers have

responded to your note or not. If they have already made an appointment, tell them how much you’re looking forward to seeing them again and reiterate the appointment details. If they haven’t responded to set up an appointment, express your concern by saying you hope everyone is well and you’re there when they are ready to come back. Available at: T HE INDUST RY SOURCE • These strategies will only work if you’ve been keeping detailed records and you • • theindustrysource.com • Available at: T HE RY SOURCE 800.362.6245 communicate with sincerity. Afterall, customers are just like everyone else.INDUST They want to Available at: T HE INDUST RY SOURCE feel appreciated and important, so do what it takes to keep Available them looking and feelingRY great, at: T HE INDUST SOURCE • 800.362.6245 • theindustrysource.com and in return they’ll take care of you. ▲ 800.362.6245

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800.362

800.362


THE NEXT LEVEL

DEFINE YOUR SUCCESS with Good Time Management

C

lient time, marketing, scheduling, networking, charitable donation requests….you have so many things to do or to think about on any given day, it’s no wonder you go home tired at the end of every shift. With only 24 hours in a day, what is the best way to manage your time to ensure good customer service, business growth and coverage of the day-to-day responsibilities? Much like the artistry that takes place in your salons, studios or spas, the art of creating effective time management skills looks and feels different for everyone.

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There is no such thing as a 60/40 rule dictating dedicated customer service time versus everything else, but according to time management expert Peter Turla, “time management is not really about managing your time, but modifying your behavior to achieve your goals” and the best way to learn effective time management skills are: Trialand-error, mimicking those who have been successful and asking for advice. However, developing those skills is Step 2 of the process. Let’s back up and learn Step 1: Identifying key SMART Goals. Pick Specific, Measurable, Achievable, Realistic and Timed Goals designed to help your business succeed, however you define success

May/June 2014

4/2/14 8:25 AM


nailpad_thirdpg_industry source ad.ai 1 9/10/2013 10:24:25 AM

• Define what you want to accomplish. (Write a plan and give yourself a time frame to review and revise if needed.)

For example, if you are a hair stylist and one of your key SMART Goals is to increase your repeat client base by 20% over the next year, you could take two approaches. You could: 1) squeeze in as many clients as possible for a quick and nice cut, relying on the notion that the more people you see in a year, the greater the number of clients will return and ask for you, or 2) you could see fewer clients, spend more time with them, make an impression and hope that they come back asking for you.

• Look for root causes of a problem, not quick fixes.

Which scenario is better? Peter says it’s the second one. “Activity is not the same thing as accomplishment and people tend to get further ahead even when they go slower if they are working effectively (which is based on results) compared to efficiently (which is based on method). Ideally, you want to have a combination of effectiveness and efficiency.”

nailcare PRODUCT LINE

• Focus on the big tasks needed to get you where you want to go.

Br ed an

Preferr

2013

• Complete items on a daily to-do list and attempt items on a long-term to-do list when you have a little extra time.

f do

(i.e. increased client base, increased product sales, increased awareness in the community). Once you identify these goals, you can work toward reaching them, adjusting your time management techniques as needed.

Made in the USA.

ns Salo Top pas S &

You’ll know you’ve finally achieved time management stardom when your goals are met, business is good and you feel like you can relax at the end of a day. “Part of good time management is being able to enjoy your quality of life, so remember to find that balance between work and play,” says Peter. ▲ C

WRITTEN BY LAURIE HUMPHREYM Expertise provided by President of the National Y Management Institute, Peter Turla. He is a former NASA CM rocket-designer, world-renowned time-management expert and author who has appeared on over 200 radio MY and TV shows. His website is www.TimeMan.com CY

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If you’re feeling a little overwhelmed, don’t panic. Peter says effective time management skills can be learned by focusing on the following tasks:

K

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THE INDUSTRY SOURCE

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THE NEXT LEVEL

P

roviding good customer service is about more than producing good work and fair pricing. It’s also about creating an environment where the customer wants to spend time, and that requires a group effort, so select the people who represent your team carefully. If you’re new in the business, or just new to hiring, here are things you may want to consider before you say “When can you start?”:

Presentation This is especially important in the beauty industry because customers are looking at you to see if you have a look they want to emulate. So think about your clientele and pick your staff accordingly. Obviously the standards of style and color will change based on your demographic (i.e. hip, traditional or trendy), but the clothes, the hair and the makeup all need to reflect your customers’ concepts of beautiful.

Body language Become a hit with customers by hiring a happy, friendly receptionist who is quick with a smile and makes eye contact with everyone.

Speech There is a time and place for everything, but vulgar language should be kept out of the workplace. You never know who will overhear the conversation so if your prospective employee is saying questionable things on the interview, you may want to keep looking.

Attitude

Positive First Impressions are

CRUCIAL to Customer Service 30

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It’s easier for customers to be happy and positive if they are surrounded by people who are happy and positive. Employees need to smile, be gracious, confident in their abilities, willing to listen to customers and be polite. Remember, customers are paying to feel pampered and relaxed so your employees need to check any negativity at the door.

Follow up If you want to keep customers coming back it’s important to make great connections, so ask job applicants how he or she can achieve this. Picking the right staff is too important to leave to fate, so think about the kind of employees you want before you set up that first interview. Go over resumes carefully and ask co-workers for second opinions if necessary. Bring candidates back for a second interview to see how they interact with staff. A little preplanning could go a long way in helping you to build a beauty empire. ▲

May/June 2014

4/2/14 8:23 AM


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THE NEXT LEVEL

Deliver Customer Service Training with

S

ome people may argue that common sense is all employees need to successfully deliver good customer service, but it’s not that simple. As a business owner, you need a plan that outlines your mission and expectations with benchmarks, so that employees know how they will be measured. You also need a section that explains how to deal with customer complaints. Only after a plan is written and shared can you expect employees to understand your expectations and to follow them.

What should a plan for customer service training include? • A chain of command. • A mission statement (a goal or mindset) with concrete examples of how employees can meet the goal. • Expectations for continued training/learning opportunities. • Rules for getting/maintaining client records. • A guideline for communications with clients (phone and electronics). • Business expectations like monthly sales goals and client bookings. • A process to handle customer complaints.

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PURPOSE

• Guidelines for equipment training. • Workplace expectations – cleanliness, attendance, language, appearance (see “Positive First Impressions are Crucial to Customer Service,” page 30).

Is it important to have a plan? A good plan will help to create a unified staff, made up of motivated people ready to deliver excellent service to customers and support to one another. There’s another benefit to having a written list of expectations. If you already have a plan in place, employees can move forward confidently through their day-to-day activities knowing they have an employer’s support. This is especially helpful for employees when issues arise, because you know they will. Let’s face it, customer complaints are a part of doing business, but if employees know how to handle them correctly customers can walk away with a better appreciation for the business.

Is it too late to make a plan? Anytime is a good time to create a plan, but sooner is better. Put one together and introduce it to employees at your next learning event. Even seasoned employees can benefit from a plan and they can act as role models to newer employees. ▲


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THE NEXT LEVEL

Professional

PERSPECTIVE Salon and spa owners and managers weigh in with personal experience and fresh, professional perspectives.

Avoid Mediocrity: Lead the Charge to Customer Service Excellence This iconic movie forged my path for the next 20 plus years, and dictated what type of service I would give my future customers… anything my pretty, and then some! Balayage, Ombre`, splash lights and fringes oh my! With all of the new-fangled and astounding techniques we have been given to utilize in our profession, becoming a master of each of them can be a 24/7 job; and it might sometimes feel like you are lost on the yellow brick road without the Tin Man, Lion or Scarecrow to guide you. In my attempt to execute outstanding service, I’ve found it’s easier to focus on my desire to inspire others around me rather than to get wrapped up in counting the time I’m spending to learn. After all, who needs the Wizard of Oz when you can be the Dorothy of the group, and it only takes one person to set an example, to move from behind the curtain and set a higher standard for everyone to live up to. Customers will pick up on the fact and others will adjust their work ethic to match you! Being the best-of-the-best is something you and I should strive for, even if this can bring on an internal tug-of-war because you’re not the type of person who wants to be the center of attention. Channel your inner Lion and demonstrate bravery by expanding your creative vision. Only then will you be able to mimic Scarecrow and use your education to give customers the best of your experience and talents. Finally, when it all comes together, you’ll be like the Tin Man, with a heart bursting full of pride for a job well done.

G

rowing up, one of my most beloved films was “The Wizard of Oz”. At first glimpse, I thought Glinda the Good Witch was conspicuous and elegant. From her bubblegum pink ball gown to her bright crimson lipstick, I thought nothing could compare, and then the show-stopper appeared and captivated me. The artist in me became a devoted Wicked Witch of the West fan from her prickly, poisonous nails to her emerald green makeup to her coal black catastrophic ensemble. My imagination started to not only follow the yellow brick road, but I dominated it!

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Don’t get me wrong, “being perfect” isn’t what’s being asked of us in life (nor do I think it’s realistically attainable), but I do think that we should continuously strive for our best. ▲ WRITTEN BY LEA STREBLOW ABOUT THE AUTHOR: Lea 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.

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INNOVATE

SNAPSHOT Here’s what’s trending now in beauty.

Celebrity Sightings at U.S. Movie Premieres March was an exciting month for the casts of “Noah,” “Need for Speed” and “Bad Words.” We saw a lot of celebrities showing off their best red-carpet looks at movie premieres from Los Angeles, CA. to New York City, NY. While clothing tended to alternate between eye-popping and the primary color rainbow, nails looked simply fantastic with basic whites, blacks and nude polishes.

38

Jaguar PS / Shutterstock.com

Jaguar PS / Shutterstock.com

Debby Wong / Shutterstock.com

Jaguar PS / Shutterstock.com

Inbar Lavi

Courtney Hansen

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THE INDUSTRY SOURCE

May/June 2014


Jaguar PS / Shutterstock.com

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Debby Wong / Shutterstock.com

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INNOVATE

Best of the Best for Pedi Season

1

Slippers & Socks: Sneak a peek

I predict this will be a recordsetting season for pedicures, but before your first client even steps into your salon, be sure to have the right products. My personal picks (shown in this spread) are based on nearly 30 years of connecting customers with products that create and maintain beautiful feet. I don’t want to brag, but I’m something of a master when it comes to studying best pedicure practices. That makes me a Pedicurologist, and ForPro is my product brand of choice for its value pricing and wide selection of high-quality products. I hope you’ll be as excited about using the products as I am about offering them.

Larry Gaynor, President, CEO and Worldwide Authority in Pedicurology*, tng worldwide (*the master study of pedicures)

Fold-Up Pedicure Slippers White 140299 10-pr. $2.99 140297 400-pr. $79.99

2

Assorted Colors 140293 10-pr. $2.99 140291 400-pr. $79.99 ON SALE $59.94

Toe Separators: Sitting pretty Toe Separator Strips 6” 100-ct. 301389 $6.99

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Assorted Colors

Toe Separators Assorted colors. 140294 100-pr. $9.99 140292 1000-pr. $79.99 ON SALE $59.94

3

Accessories: The results you want for the price you deserve

Pedicure Block Three abrasive sides. 1”H x 1.25”W x 3.5”L. 100450 Pink 100/180g 100452 Yellow 220/220g 49¢ ea. (Case of 500 39¢ ea.) 15-pk. 100451 Pink 100/180g 100453 Yellow 220/220g $6.99 ea.

Premium Manicure Brush 12-pk. 301431 White 100310 Purple $5.99 ea.

Super Duper Pedi Socks 1-pr. 301377 Black 301376 White $1.99 ea.

Carbon Toenail Clipper Flat Jaw 12-pk. 100313 $11.99

Ultimate Pedicure Kit Assures sanitation and hygiene. Includes nail file 100/180 grit, four-way buffer and shiner, plastic cuticle pusher, birchwood stick, nail brush and two toe separators. 12-pk. 100339 $14.99

Super Duper Mini Pumice Bars Disposable. Coarse grit. 3” X 2”. 40-ct. 301371 $12.99

Super Duper Pumice Pad Sanitizable. Individually wrapped. 4” X 2”. 301373 $1.39

May/June 2014

4/2/14 8:42 AM


4

Whirlpool & Footbath Soaks: Being pampered has never felt so good

111040 Lavender

111043 Peppermint

Ocean Pedicure Soak Solution

Super Duper Pedi Medi Tabs 2000-ct. $139.00 ea.

5

111041 Pomegranate Peppermint fragrance. 136 oz.

301096 $49.99

Files & Rasps: Smooth & Silky

Fine side

Coarse side Super Duper Foot File Includes one 100 grit and one 180 grit refill pad. 10” 100470 $3.99

Super Duper Foot File Refills 6” 50-ct. 100471 Black 100 grit 100472 White 180 grit $19.99 ea.

Super Duper Pedi File Includes one 80 grit and one 180 grit refill pad. Sanitizable. 10.5” 100377 $3.99

Super Duper Pedi File Refills 6.75” 50-ct. 100378 Black 80 grit 100379 Black 180 grit $19.99 ea.

Pedicure Paddle Foot File 12-pk. 100311 Red 100312 Purple $11.99 ea.

Super Duper Stainless Steel Pedicure File Fully immersible and sanitizable. 10.5”. 100473 $9.99

Super Duper Pedicure Rasp Autoclave safe. 11”. 301370 Black 301388 Pink $5.99 ea.

800.362.6245

TISmag_MJ14_40-41_productArticle.indd 41

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4/2/14 7:56 AM


INNOVATE

SEASONAL SERVICE

Plagued by unsightly leg blemishes? Coverderm has you covered! ®

Perfect legs can be yours this summer with Coverderm® corrective make up. The first of its kind and the only corrective makeup to win a U.S. Patent in 1932, Coverderm® can hide spider veins, burns, bruises and more, making almost any leg look years younger. Don’t let skin imperfections cause you to hide away in capris or long pants. Grab some Coverderm®, a pair of shorts and as much sunlight as you want.

How to: STEP

STEP

Be sure the foundation is melded with the skin and fanned out from the area being covered to ensure a natural, blended, finished look.

STEP

STEP

2 3 4

Apply with your fingertips or with a sponge, tapping with small, quick movements for perfect application.

If the area of the skin is camouflaged, please continue to step six. If additional coverage is needed, dust the area with Coverderm® Finishing Powder (#306040 – .88 oz., $21.00) covering the foundation. This allows the ability to build the product over the area of skin.

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5 6

STEP STEP

1

Place a small quantity of the selected shade on the outer surface of the hand and spread in a circular motion until the foundation reaches body temperature. Perfect Leg Fluid (#306130 – #306135 – 2.6 oz., $34.80) OR Perfect Leg Foundation (#306031 – #306066 – 1.69 oz., $25.20).

Dust off extra Finishing Powder and repeat steps two and three, allowing the product to build and resulting in optimal coverage.

For a perfect, silky and satin-matte finish, use Coverderm® Finishing Powder (#306040 – .88 oz., $21.00) to set the makeup. Spread generously with a sponge and brush off smoothly. To remove and cleanse Coverderm® from skin, Coverderm® Removing Cream (#306041 – 6.76 oz., $21.60) is highly recommended. This removing cream is specially formulated to effectively remove waterproof makeup while offering skin-deep cleansing. This clinicallytested, hypoallergenic cleanser does not stimulate sebum production and contains aloe – an effective soothing ingredient – as well as special emollients, enabling it to cleanse even the most sensitive skin.

A Coverderm® Leg Perfecting Display (#306142, $435.60) is also available.

May/June 2014

4/2/14 7:51 AM


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

TISmag_MJ14_43 MEHAZ AD.indd 1

4/2/14 7:49 AM


INNOVATE

GET THE LOOK

Want to know how to create our “Feeling Blue” look? Let our be PRO Makeup Expert Meredith Stedman show you how!

Start by prepping the skin with your favorite moisturizer and follow it with Velvet Veil primer (#313143 – $11.50), which adds staying power to the Liquid Jojoba Foundation (Asst. SKU’s – $9.00). Dab the Liquid Jojoba that best matches your skin tone all over your face and jawline and use the Blender Sponge (#313303 – $3.00) to soften the appearance. Select the Camouflage Crème (Asst. SKU’s – $7.50) that matches your skin tone and spread it under the eyes with the Blender Sponge to cover up any dark circles and to provide a more polished look. Using the Powder Brush (#311140 – $18.00), set the crème and foundation with a light dusting of Flawless Finish Setting Powder (#314064 – $12.50). To add depth, sweep Bronzing Powder (Asst. SKU’s – $10.00) on the cheekbones moving from the bottom up to the hairline, along the jawline and give a light sweep across the forehead. Finish the look off with a touch of Crème Blush (Asst. SKU’s – $7.00), on the apples of the cheeks, using the Dual Fiber Powder Brush (#311322 – $7.50). For an added glow, dust a light layer of Illuminating Powder (Asst. SKU’s – $7.50) above the cheekbones, down the center of the nose and across the forehead. This will add a “youthful, radiant glow” to the skin.

STEP

3

Lips:

WRITTEN BY MEREDITH STEDMAN ABOUT THE AUTHOR: Meredith Stedman has been working as a professional makeup artist for over ten years. Her career has taken her to Los Angeles where she studied at Cinema Makeup School and she has worked with some industry greats. Her credits include TLC’s “This Is Why You’re Single”, The Girls of USC Calendar, Bleu Clothing, Rebel & Crew, LA Fashion Week, Styleline, Russian Chicago and Volkswagen. Her celebrity clientele include, “Passions” Erin Cardillo, Disney Channel star Bridgit Mendler, Olympic Ice Dancing Medalists Charlie White and Meryl Davis and the band Walk Off the Earth. Meredith has also worked for some of the biggest names in cosmetics; MAC, Laura Mercier, Stilla, Lancome, Smashbox and Benefit. Most recently, Meredith attended Michigan College of Beauty and now holds an esthetics license within the State of Michigan.

THE INDUSTRY SOURCE

TISmag_MJ14_44-45 bePRO editorial_ad.indd 44

Eyes:

Apply a thin layer of Eye Shadow Base (#313817 – $7.50) across your lids with your finger, and follow it with a Contour Brush (#311149 – $7.00) across the crease of the eye coated in Mink (#314407 – $7.00). To really make the blue pop, line the top and bottom rim of the eye with Eggplant Gel Eyeliner (#313313 – $9.00). Using the Smudge Brush (#311150 – $7.00), apply Blue Ice Satin Eye Color (#314379 – $7.00) on top of the Eggplant liner. Finish off the eye by curling the lashes and applying two coats of Black Mascara (#313201 – $9.00). Lightly fill in the eyebrows to complete the look. Achieve this using the Angled Eyeliner Brush (#311145 – $4.00)with Brush a Brow (Asst. SKU’s – $7.50).

Since we played up the eyes with blues and purples, we want to play down the lips and keep them soft and natural looking. I mixed together Lipslicks in Latte (#313812 – $8.00) and Blush (#314369 – $8.00) to get a nice color that is a step up from her natural lip color and applied item with the Lip Brush (#311152 – $8.00). ▲

44

2

STEP

STEP

1

Face:

Pro Tips: • Brighten the eyes by adding a touch of Golden Glow Illuminating Shimmer Powder at the inner corners of the eyes. • Create a deeper, richer eye by adding Black Eye Shadow in the outer corners of the eyes and blending well using the Eye Shadow Brush. • Add drama with a set of false lashes like Black Demi Wispies from Ardell. • Set the look with Lights, Camera, Action Makeup Setting Spray and you’re ready to paint the town red….or blue!

May/June 2014

4/1/14 5:28 PM


FEELING BLUE? 2014 Spring/Summer Runway Shows make it hot to be blue. Go from sad to sensational with tips from be PRO Makeup Expert Meredith Stedman See page 44 to see how to GET THE LOOK.

To learn more about be PRO, visit beprocosmetics.com.

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

TISmag_MJ14_44-45 bePRO editorial_ad.indd 45

©2014 tng worldwide®

4/1/14 5:25 PM


oo INNOVATE

After using a Apply two coats base coat, apply of neon polish blanc and let dry

Blanc

Finish with good to go top coat to throw your nails into color overdose

TOP 5

Salon Cost: $4.25 Sugg. Retail Price: $8.50 Item # P0347500 UPC Code: 08010179

Good To Go Top Coat

rapid dry + shine Salon Cost: $5.00 Sugg. Retail Price: $10.00 Item # P0378201 UPC Code: 080646000077

3

Also available in 4 oz. professional size Salon Cost: $15.00 Item # P0841900 UPC Code: 884486153210

Beauty and the Beach Services

Gearing up for some summertime fun. Winter packed quite a punch for a lot of people this season, leaving clients to stay home more with hot beverages and a good movie or book, but now that the weather has changed and they are all rested up, they are ready to play! Help them feel beautiful for the fun times ahead with these top summertime treatments.

1

Walking on Sunshine

4

NEON on your toes is a trend that started in 2011 and has continued to dictate style for attention-grabbing summer nails. 4NEONS pc Mega Mini Color Cube Check out collections like by OPI, Shellac Paradise Holds 4 mega minis: Too Taboo, Chills & Thrills, by CND and essie’s Too Taboo Neon discover Blanc andto Good To Gohow top our coat industry favorites have added their own new Sugg. twist. Retail MakePrice: sure $17.00 Salon Cost: $8.50 UPCcolor Code: 884486188748 to start with a white polishItem base #toP0980000 brighten the and make it last longer. Kick it up another notch by adding a trendy glitter topcoat, or try brushing the color along the tips.

3027

vices versa

so good to be bad in flawless, y neon lime. Cool and contrary, this opposite attracts.

2

Princess of the Pool

5

Help your clients avoid clumping, smudgingDisplay or 12mascara Bottle Designer each of 6 colors running with lash extensions.Holds They2 bottles are semi-permanent, Salon Cost: $51.00 Sugg. Retail Price: $102.00 waterproof and last four to eight weeks. The Reese Roberts Item # P0946900 UPC Code: 884486181305 Deluxe Eyelash Extend Kit (312440 – $389.99) kit comes with everything to service up to 300 clients, including an instructional DVD. After 48 hours, your clients can have a splashing good 3026 time swimming, serial shopper sailing or surfing. closure: this you-know-you-want-me

uorescent fire coral is seriously habit-forming.

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it www.essie.com/pros

0946600

46

May/June 2014

36 Bottle Designer Display

Holds 6 bottles each of 6 colors Salon Cost: $153.00 Sugg. Retail Price: $306.00 Item # P0947000 UPC Code: 884486181312

Hello Sunshine Give your clients summer-ready skin with an exfoliation treatment that leaves skin feeling renewed and looking great. Not only used for pedicures, SpaRedi Salt Glow Mineral Scrubs (#140345 Lavender and Wildflower and #140346 Mandarin – gallon sizes – $31.99 ea.) are a comforting exfoliator formulated with aloe vera, Dead Sea salts and vitamins A & E to gently soothe tired, rough skin on hands, feet or body.

Keep Your Cool Whether bikini or Brazilian; intimate waxing is the most dynamic and highly-profitable depilatory trend practiced on both male and female clients. Cirepil has created a new Intimate 4 Wax (#303331 28.2 oz. – $38.80) that is perfect for sensitive areas. Have your clients wearing the itsiest, bitsiest, polkdotiest bikinis this season! To complement the service, don’t forget to use the new Pre Wax Cooling Gel (#303334 6.7 oz. – $19) that lessens sensitivity and makes the intimate waxing experience more comfortable.

Shore Thing Apply a revolutionary body makeup that effortlessly conceals spider veins, phlebitis, bruising and stretch marks for 24 hours. This waterproof and sweat-proof formula contains SPF to protect against UVA and UVB rays, making it the perfect camouflaging cover for any summer activity. Coverderm can be sold to clients at retail price or applied as a service. Bring a Coverderm Leg Perfecting Display (#306142 – $435.60) into your place of business and offer an extra level of service not found in most salons and spas. See page 42 for step-by-step application. ▲


HOW MUCH MONEY ARE YOU LOSING PER YEAR? You are the hair color expert. You no longer need education. You no longer need over-hyped trips to an Academy. In fact, the only thing you need is great hair color at the best price.

KEMON Performance HD 2.8 oz. $1.43 per oz.

Numbers reflect how much money you are losing per year and over ten years by using the brand listed compared to using Kemon Performance HD color*

Matrix SoColor 3 oz. $2.08 per oz.

Redken Colorfusion 2.1 oz. $3.40 per oz.

Schwarzkopf Essensity 2.1 oz. $3.62 per oz.

L’Oréal Majirel 1.7 oz. $4.12 per oz.

Wella Illumina 2 oz. $4.14 per oz.

Loss per year

$3,125.00

$5,704.00

$6,050.00

$6,529.00

$6,546.00

Loss over 10 years

$31,250.00

$57,040.00

$60,500.00

$65,290.00

$65,460.00

Loss per year

$15,625.00

$28,520.00

$30,250.00

$32,645.00

$32,730.00

Loss over 10 years

$156,250.00

$285,200.00

$302,500.00

$326,450.00

$327,300.00

*based on cost per ounce

Based on spending $10,000 per year on color Based on spending $50,000 per year on color

Ask about a free sample kit of Kemon Performance HD including developer, paper color chart and booklet. It’s Easy Peasy to use compared to any major brand and 100% unconditionally guaranteed.

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

TISmag_MJ14_47 KemonHD.indd 1

4/1/14 5:15 PM


INNOVATE

The Italian Touch #15 collection adds new lines and color to complement Kemon’s 2014 master collection

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May/June 2014

4/1/14 5:09 PM


T

he Romantic Grunge mood, which embodies the spirit of the master collection, is reinterpreted in various ways while the basic concept remains the same and is personified with disconnections and asymmetries in the cutting style.

Fringes and side-swept bangs are the distinguishing features. Cut to overlap, the fringe continues to be a color-rich accent of style, whether created for short or long hair, and side-swept bangs definitely add character. Accentuating the back of the head with shorter strands continues to be a style trend, one which has already been embraced by the master collection. The revisited bob offers a radical departure, but a clear reference to the must-have hair style of the 90s is indisputable. The hair color palette is inspired by the more intense gradations of spring and summer flowers and designed to celebrate a new season. Notice the explosion of nuances in lively tones that give rise to blended effects and blocks of color, an accent that really draws attention to the cut lines and style. ▲

The Italian Touch #15 Photo: Amedeo M. Turello Hair: Luca Barberi, Enrico Bracciali Marco Nannicini, Luigi Pascucci, Andrea Piccirillo Simone Prati and Gabriele Ricciarini for Kemon Products: Kemon

T HE INDUST RY SOURCE • 800.362 Available at: T HE INDUST RY SOURCE 800.362.6245 • theindustrysource.com • Available at: T HE INDUST RY SOURCE 800.362 Available at:

Available at:

T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com 800.362.6245

TISmag_MJ14_48-49.indd 49

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4/1/14 5:10 PM


INNOVATE

Suzi Weiss-Fischmann of OPI on the Suzi Weiss-Fischmann

PARTNERSHIP with Coca-Cola

TNG sat down with OPI’s co-founder and Executive Vice President recently and asked about the Coca-Cola/OPI connection:

Who approached who? Coca-Cola approached OPI after seeing our company’s many successful film, celebrity and product partnerships.

©2014 OPI Products Inc. I ©The Coca-Cola Company. All rights reserved.

H

eralded as “The First Lady of Nails,” Suzi Weiss-Fischmann is still setting trends and inspiring greatness in the world of beauty 25 years after co-founding OPI and making it one of the most innovative companies in the industry. She has created every OPI nail lacquer shade ever produced; has watched her “I’m Not Really a Waitress,” (a rich, shimmery red lacquer) inducted into the Beauty Hall of Fame; and has seen her product grace the society pages as a fashion must-have by some of today’s biggest stars including: Katy Perry, Nicki Minaj, Reese Witherspoon, Madonna, Halle Berry, Gwen Stefani, Drew Barrymore and Jennifer Anniston. She convinced two generations of fashion-minded women that manicures were no longer a treat for special events, but a celebration of beauty that we deserve as often as possible, and her most recent project, a partnership with Coca-Cola, proves once again that a passion for color and out-of-the-box thinking will always draw attention and keep customers coming back for more.

What are your goals for the partnership? Both Coca-Cola and OPI offer iconic products of the highest quality. We are looking to engage the global female consumer who loves both OPI and Coca-Cola by promoting how each brand delivers happiness in a bottle.

Is there a timetable on the partnership? There is a two-year partnership between OPI and Coca-Cola. I C O N S

O F

H A P P I N E S S

(continues on page 52) Coca-Cola | OPI Promotional Banner ®

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®

May/June 2014

4/2/14 9:11 AM


IN SALONS JUNE 2014

18-PC. DISPLAY Includes: • 18 Nail Lacquers .5 oz. each - 2 Sorry I’m Fizzy Today - 2 You’re So Vain-illa - 2 Get Cherried Away - 2 My Signature is “DC” - 2 Coca-Cola Red - 2 A Grape Affair - 2 Today I Accomplished Zero - 2 Green on the Runway - 2 Orange You Fantastic! • 1 Acrylic Counter Display w/ Printed Footers • 1 Chipboard Header • 1 Color Palette w/ Chain and Label 613224 $79.95

t ICONS OF STYLE DUO Includes one each of the following shades .5 oz. each. • Coca-Cola Red • My Signature is “DC” 613226 $8.50

OPEN STOCK .5 oz. $4.50 ea. ▲ MINI PACK 10 PACK OF STYLE Includes one each of the nail lacquers from the collection in mini size plus mini size top coat. 613227 $12.50

613235 A Grape Affair

613228 Coca-Cola Red

613231 Get Cherried Away

613234 Green on the Runway (duo tone)

613236 613232 Orange You My Signature Fantastic! is “DC” (glitter) (shimmer)

613230 613233 613229 Sorry Today I You’re I’m Fizzy Accomplished so Today Zero Vain-illa (glitter)

GELCOLOR OPEN STOCK .5 oz. $14.95 ea.

613245 A Grape Affair

613239 Coca-Cola Red

613241 Get Cherried Away

613244 Green on the Runway (duo tone)

613242 613246 My Orange You Signature Fantastic! (glitter) is “DC” (shimmer)

Limit restrictions may apply on all promotions. While supplies last.

613243 613240 613247 Today I You’re Sorry so I’m Fizzy Accomplished Vain-illa Today Zero (glitter)

800.362.6245

▲ GELCOLOR ADD-ON KIT Includes one each of the GelColor .5 oz. from the promotion, plus the following: • Color Palette • Instruction Sheet • Expert Touch Removal Wrap • Video Website Retrieval Card • Instructional Brochure • Tabletop Instructions 613238 $79.95

THE INDUSTRY SOURCE

51


INNOVATE This is a unique partnership – combining the beauty and food/beverage industries, two very successful companies in their own right, but which seem to have little in common – have you done something like this before, with whom and how are the challenges and rewards different than in a more traditional partnership? The partnership with Coca-Cola absolutely is unique, but OPI traditionally focuses on thinking outside-the-box when it comes to collaborations; partnerships with Dell and Ford Motor Co. come to mind. One of the challenges of a nontraditional partnership is figuring out how to translate the partner’s message through a new medium and using new channels. In working with Coca-Cola, OPI is really promoting a lifestyle – a sense of fun and happiness – that’s inherent in Coca-Cola’s culture. These unique partnerships bring new energy and excitement to the beauty industry.

The new Coca-Cola-inspired nail lacquers were designed for today’s universal woman of all ages. Whether the consumer is looking for something classic and glamorous or hip and trendy, she’ll find the perfect fit. Overall, these shades appeal to anyone who enjoys the fun, happy lifestyle that both Coca-Cola and OPI represent.

What is the possibility of expanding the line?

This is the era for nails. Gone are the days of wearing only seasonal trend colors, such as light or bright in the summer, and darker as the weather gets colder. Now, color, shape and texture of all varieties are being embraced. Nothing is too taboo for nails!

Look for lots of surprises to come during the two-year collaboration with Coca-Cola!

Will these be available as a limited-time offer, or will they become a part of your ongoing product line? The shades will be limited edition, but available for the duration of the two-year campaign. OPI expects these shades to become staples in every woman’s lacquer collection.

You are launching internationally in June 2014. What is the significance of that time frame?

How did you decide which Coca-Cola products to highlight?

During this time frame, OPI is joining Coca-Cola to celebrate its 125th anniversary.

Of course, we started with The Coca-Cola Company’s most iconic shade – the classic red of Coca-Cola. The other eight shades were inspired by some of the company’s most recognized brands, including: Diet Coke, Coke Zero, Cherry Coke, Vanilla Coke, Sprite, Fanta Orange and Fanta Grape.  

Looking at the various colors in this line, which is your favorite and why?

Can you describe the demographic you’re appealing to with this new line?

A Grape Affair 613235

Coca-Cola Red 613228

Get Cherried Away 613231

My personal favorite is My Signature is “DC” because Diet Coke* is my favorite drink. I sip an ice-cold Diet Coke – from a can! – daily. ▲ *Note: Internationally, Diet Coke is usually sold as Coke Light and the shade name for Europe and select international markets is Turn On the Haute Light.

Green on the Runway

My Signature is “DC”

Orange You Fantastic!

613234

613232

613236

(duo tone)

(shimmer)

(glitter)

Sorry I’m Fizzy Today 613230

To view all available Coca-Cola promotions by OPI, turn to page 51.

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May/June 2014

Today I Accomplished Zero (glitter)

613233

You’re so Vain-illa 613229


Models are wearing: Life Gave Me Lemons, Hotter than You Pink, and Push & Pur-Pull • ©2014 OPI Products Inc.

Try it on at opi.com

P a Put Pu Coat Co Coa at On O On! Brig Bri B ig ght C Colo olor lor Boo B ooste ter er Apply on Appl Ap ne cooaatt as base too pu base ppum ump mpp upp neon ne on and an nd d ooth her er brig i hhtt col olor ors! s

Colors from left to right: Life Gave Me Lemons, You are So Outta Lime!, Juice Bar Hopping, Hotter than You Pink, Push & Pur-Pull, Down to the Core-al

All Neon shades are available in GELCOLOR BY OPI

#OPINeons • Call 800.341.9999 or visit pro.opi.com

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

TISmag_MJ14_53 OPI AD.indd 1

4/1/14 5:02 PM


JUST

IN SALONS MAY 2014

IN

NEON BY OPI Fun is right at your fingertips – brightly colored and full of sass! EDITION A • 16 Nail Lacquers .5 oz. each - 2 Life Gave Me Lemons - 2 You are So Outta Lime! - 2 Juice Bar Hopping - 2 Hotter than You Pink - 2 Push & Pur-Pull - 2 Down to the Core-al - 4 Put a Coat On! • 1 Chipboard Counter Display • Color Palette w/ Chain and Label 611774 $69.95

TWHAT’S HE INDUST RY SOURCE NEW AT

T HE INDUST RY SOURCE Available by phone, online and at select store locations.

EDITION C • 36 Nail Lacquers .5 oz. each - 6 Juice Bar Hopping - 6 Hotter than You Pink - 6 Push & Pur-Pull - 6 Down to the Core-al - 3 You are So Outta Lime! - 3 Life Gave Me Lemons - 3 Put a Coat On! - 3 OPI Top Coat • 1 Acrylic Counter Display w/ Printed Footers • 1 Chipboard Header • 1 Color Palette w/ Chain and Label 611775 $162.00

t LITTLE BITS OF NEON MINI PACK Includes a mini size of each from the promotion except Put a Coat On!. 611776 $9.95

NEON GELCOLOR ADD-ON KIT Includes one each of the GelColor .5 oz. each from the promotion. 611784 $79.95

OPEN STOCK .5 oz. $4.50 ea.

611782 611783 Put a Coat On! Down (Color-Boosting to the Core-al Base Coat)

GELCOLOR OPEN STOCK .5 oz. $14.95 ea.

611779 Juice Bar Hopping

611780 Hotter than You Pink

611777 Life Gave Me Lemons

611781 Push & Pur-Pull

611778 You are So Outta Lime!

611790 Down to the Core-al

611788 Hotter than You Pink

611787 Juice Bar Hopping

GREAT MATCH FOR SUMMER

611785 Life Gave Me Lemons

611789 Push & Pur-Pull

611786 You are So Outta Lime!

Neon Buffing Block $9.99 ea. Neon Foam Board $23.99 ea.

BRIGHTEN YOUR LOOK WITH FORPRO AND OPI COLOR COORDINATES

100318 Neon Orange Buffing Block 240g 20-ct.

100317 Neon Green Buffing Block 240g 20-ct.

OPI NEON You are So Outta Lime!

54

100812 Neon Green Foam Board 240g 50-ct.

THE INDUSTRY SOURCE

OPI NEON Juice Bar Hopping

May/June 2014

100320 Neon Pink Buffing Block 240g 20-ct.

100319 Neon Yellow Buffing Block 240g 20-ct.

100811 Neon Orange Foam Board 180g 50-ct.

OPI NEON Life Gave Me Lemons

100813 Neon Yellow Foam Board 320g 50-ct.

OPI NEON Hotter than You Pink

100810 Neon Pink Foam Board 100g 50-ct.

Limit restrictions may apply on all promotions. While supplies last.


UPGRADE THE PEDI EXPERIENCE FOR UNDER 70¢ (Compared to disposable slippers)

IN SALONS JUNE 2014 WOMEN’S CLASSIC FLIP-FLOP These NEW flip-flops are E.V.A. durable, providing superior shock absorbency and a lightweight construction, and they come with a 1/2-inch thick sole, making them perfect for walks along the beach, sitting poolside or strutting around town showing off the perfect pedicure.

Instead of offering disposable slippers, upgrade your client’s pedi experience by giving them a pair of ForPro Flip Flops. Advantages: • More comfort • Reusable • Fashionable • Better client value You can either pass along the cost or add $1 – $2 to the pedi ticket.

ANIMAL-PRINT 48-PR. (24 Leopard and 24 Zebra) Sizes include: • 4 Small Leopard • 8 Medium Leopard • 8 Large Leopard • 4 X-Large Leopard • 4 Small Zebra • 8 Medium Zebra • 8 Large Zebra • 4 X-Large Zebra 100433 $71.99

SOLIDS 12-PR. Sizes include: • 2 Small • 4 Medium • 4 Large • 2 X-Large $17.99 ea. Case Of 4 dozen $14.99 ea.

100430 Black

100431 White

100432 Sage

800.362.6245

THE INDUSTRY SOURCE

55


JUST

IN

NEON COLLECTION Celebrate like the stylish girls around the world struck by fashion fever.

ESSIE SUMMER COLLECTION Inspired by the couture safari fashion seen on the runways.

IN SALONS MAY 2014

IN SALONS JUNE 2014

TWHAT’S HE INDUST RY SOURCE NEW AT

T HE INDUST RY SOURCE Available by phone, online and at select store locations.

▲ 4 PIECE MINI COLOR CUBE Includes one Too Taboo, Chills & Thrills, Blanc and Good Too Go Top Coat in mini size. 994257 $8.50

▲ 12 BOTTLE DESIGNER DISPLAY Includes two each of the six shades .46 oz. each, plus display. 994258 $51.00

OPEN STOCK .46 oz. $4.25 ea.

151929 Chills & Thrills

151932 I’m Addicted

▲ 12 BOTTLE DESIGNER DISPLAY Includes two each of the six shades .46 oz. each, plus display. 994261 $51.00 OPEN STOCK .46 oz. $4.25 ea.

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151934 Sittin’ Pretty

151933 Too Taboo

151931 Vices Versa

151874 Fierce, No Fear

DRIFT SUMMER COLLECTION A reflection of the effortless, ethereal essence of those golden summer months.

t 18-PIECE DISPLAY Includes three each of the colors listed in the collection .5 oz. each, plus recyclable paperboard 12-piece display. • Buoyant • Barefoot • Blue Lagoon • Sea Glass • Low Tide • On the Dunes 994673 $108.00 ▲ DRIFT DUO Includes one each of the following shades .5 oz. each, plus Straw Woven Bag. • Barefoot • Blue Lagoon 994675 $14.40

THE INDUSTRY SOURCE

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151873 Strut Your Stuff

151876 Urban Jungle

QUEST COLLECTION A collection of highly textured, multi-layered nail lacquer with glitters in a variety of shapes and sizes.

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IN SALONS MAY 2014

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▲ 4 PIECE MINI COLOR CUBE Includes one Haute in the Heat, Strut Your Stuff, Roarrrrange and Fierce, No Fear in mini size. 994260 $8.50

May/June 2014

t 18-PIECE DISPLAY Includes three each of the colors listed in the collection .5 oz. each, plus recyclable paperboard 12-piece display. • Beyond • Dreamer • Summit • Destiny • Pioneer • Trail Blazer 994674 $108.00


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

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IMAGE

CUSTOMERS Always Come

W

FIRST

at POSH

ho could’ve known that one of Milford’s oldest gas stations could transform into a cute, little, Englishstyle looking cottage filled lovingly with decoratively distressed furniture, floral-patterned decor, white chandeliers and makeup? Lots and lots of makeup, but that is one of the things POSH Hair & Makeup Studio is known for throughout Michigan. “We do a lot of makeup and hair for bridal parties and style shoots,” says POSH owner Kari Boetsch. She and her staff regularly travel throughout the state to accommodate these customers, “and we’re happy to do that, but some of our favorite locations are: Mackinaw Island, Traverse City, Petosky and Bay Harbor.”

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Kari leads a team of five full-time stylists and three independent contractors at her 1,000-square-foot shop situated in the heart of downtown. They are open and busy Tuesday through Saturday, and available outside of normal hours by special appointment. In addition to traditional and airbrush makeup services, hair design, color, treatments and styling, the full-service salon also offers nail services and waxing. Most of POSH’s clients come in through word-of-mouth. “We’ve got great reviews online and we’ve won several awards” including: Top Hair and Makeup Provider from WeddingWire and Best of Weddings in 2011 and 2013 from The Knot. “We’ve also been mentioned in

May/June 2014

4/1/14 4:56 PM


POSH Hair & Makeup Studio 239 N. Main St. Milford, MI 48381 248-685-1560 www.posh-studio.com On the opposite page: Smiles and laughter can be shared throughout the building regardless of which room people are in at the moment. From the makeup room (main part of the picture), artists can see what’s going on in the shampoo room (left) and hair cutting and styling room (right). At bottom: POSH employees cater to customers in this cozy hair cutting and styling room. It’s designed to make customers feel right at home, among the staff’s treasured momentoes, charming décor and tons of natural sunlight.

Styleline and Bride’s Magazine for our great work,” Kari says with a smile. She believes “success comes naturally when you have an amazing team like I do.” Experience and education are two pointsof-pride for Kari and her team. Two of the stylists each have 20 years of service to their credit, with the others close behind, “but it’s not just our experience that makes us stand out. We are strong on education.” Looking ahead, Kari would like to train this year at the Make-up Designory in New York and expand her knowledge of special effect and multi-media makeup, to name a few. Within five years, she’d also like to expand POSH to a second location or take over a bigger site. ▲

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CONNECT

Get your Head in the Game and Boost

I

CUSTOMER ENGAGEMENT

f you’re looking for ways to boost customer engagement, you may want to take a closer look at business gamification. “What’s that?” you ask. Well, you’re not alone, but if you’ve ever “Liked” a Web page, played a video game and unlocked new levels of play or received special online discounts for filling out a survey, then you’ve gamified.

The idea behind gamification is to tap into people’s natural desire to play games or compete, and use that instinct to influence how they behave. Retailers, governments, non-profits and service providers around the world are using it to drive customer loyalty by offering special deals to customers who participate in their “games”. What about you? “In this day and age with all the competition for consumer’s dollars, you have to create a program around customer loyalty. If you don’t, someone else will and then it will be hard to get that customer back,” says Kris Duggan, a gamification expert.

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Think you can’t afford a virtual loyalty program? Think again. Kris said basic plans can cost under $200 a year, and if you’re already online, you could already be halfway there. Providing special offers or holding contests on social networking sites are one way to get started, but Kris encourages people to think beyond couponing or financial incentives. “If a customer books six services online, think about sending them some green tea once every month for the rest of the year,” he suggests. “Your customers, like anyone, crave attention, recognition, approval and rewards. With gamification, you feed this craving and turn customers into loyal fans.” Gamification rewards consumers with privileges, access and status. So, how can you show your best customers some extra appreciation? Here are some ideas using Kris’s terminology:


Privileges. Offer small gifts, a free service or coupons. Access. Offer a code to access pod casts or live chats featuring a staff member answering FAQ beauty questions, or step-by-step video posts on makeup application, nail care tips or hair styling shortcuts. Status. Award online social networking badges based on how much money customers have spent, how often they receive a service or assign different badges for different services and then award the badge that reflects every service they received.

Gamification can help you boost engagement (page views, user-generated content and increased time spent on your site), loyalty (repeat visits, sign-ups and social sharing) and business opportunities (referrals and people looking for deals), but like most business strategies, it takes time to gage true results. “You can’t just apply gamification for three months and call it a day,” says Kris. A good program needs constant monitoring, regular updates and fun content that will keep customers coming back to your Web site. ▲ WRITTEN BY LAURIE HUMPHREY Expertise provided by Kris Duggan, co-author of “Business Gamification for Dummies”. He is a thought leader of innovative ways to incorporate game mechanics and real-time loyalty programs into Web and mobile experiences.

or f w

e N

4 1 20

Flawless® DARKER Employ Gamification Tactics to Create Staff Loyalty Gamification is an effective tool for employee engagement, too. It can boost employee performance, sales and professional growth. As an example, imagine the fun employees would have checking in for work with an app like Foursquare instead of a time clock. Instead of trying to become a Foursquare Mayor, employees could vie for preferred parking spots for the month or a series of free lunches.

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Social networking site badges could also be awarded to employees who completed training programs or achieved pre-determined sales goals. To make them more effective, award the badges into employee LinkedIn accounts so others in the industry could also acknowledge and appreciate your employee’s accomplishments. Gamification is still a relatively new concept so there are no wrong ideas. Get creative with your rewards. You could even ask employees what motivates them and then build a program around their wants. Remember if you give employees what they want, they will return the favor.

Includes professional mitt

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“Then training, sale conversions and prep work aren’t seen as a chore. Your Available at: T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com • Available at: T HE INDUST RY SOURCE employees are motivated to work harder on a day-to-day basis,” says Kris Available at: T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com Duggan, co-author of “Business Gamification for Dummies”. 800.362.6245

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CONNECT

Ask the

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

How do you inspire employees/co-workers to provide good customer service? I try to inspire my employees by showing them that we are all equal in the salon. I rarely ask them for help and I never ask them to do anything I wouldn’t do. If something needs to be changed or modified, I make sure to implement those same changes for myself. If anything, I work harder to show them that I care about each and every one of them and that I value their hard work. I don’t micro-manage, but I also have an open-door policy so they know that they are more than welcome to come to me with any questions and concerns. Mary McHenry Images Salon and Spa Worton, MD

I believe it is really important to treat my employees with respect and appreciation. Good customer service begins with them knowing that I will not take them for granted. I also encourage staff to get to know as many of the customers in the salon as possible so customers are comfortable coming in and interacting with everyone, not just their specific service provider. Some practical ways I encourage good customer service is by keeping the salon very clean and tidy throughout the day, because the last few customers are just as important as the first few customers of the day. I also expect my employees to dress professionally, to look put together and to smell good. We also keep morale in the salon positive. We all believe in the benefits of a team approach and building one another up. We know that gossip is harmful and we work to keep it out of the salon. When the employees are happy, relaxed and secure, the customer is as well.” Elana Holliday Innovation Hair Studio and Spa Lynchburg, VA

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I model good behavior for my employees. For instance, I love to treat all my customers just as I would want to be treated. I give each of them 100% of my attention, leaving plenty of time between appointments to clean my work area and to get ready for the next customer so that no one has to wait on me. I want my customers to leave refreshed and wanting to come back. Elizabeth Davie Betty’s Natural Nails and Spa California City, CA

I try to impress on employees that each customer is priceless, because without them we cannot pursue our passion. I also treat my employees like my customers so they can feel how wonderful it is when customers are made to feel special. Sherri Sheets Sherri’s Hair Salon Logan, OH

What’s the best advice you can give to people coming into your field? Let us know and your response could be featured in the next issue of THE INDUSTRY SOURCE magazine. Submit your answers to editor@tngworldwide.com.

May/June 2014

4/1/14 4:46 PM


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Share the

SUCCESS

One of our readers shares his secret to success: We have excellent reviews and I want to keep it that way, so it’s important to remember that the customer is always right, especially in the service industry. If they are unhappy about something, you need to remember it’s their opinion, so it can’t be wrong for them.

You need to try and understand their point of view and be flexible so you can fix it on the spot. Do whatever it takes so they leave happy and keep coming back. Bruce Levine In Good Hands Salon and Spa Hatboro, Pennsylvania

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T HE INDUST RY SOURCE • 800.362 Available at: T HE INDUST RY SOURCE 800.362.6245 • theindustrysource.com • Available at: T HE INDUST RY SOURCE 800.362 Available at:

Share your success stories! Tell us what inventive ideas or promotions have helped you Available at: T HE INDUST RY SOURCE • take your business over the top. Send your response to editor@theindustrysourcemag.com.

800.362.6245 • theindustrysource.com

800.362.6245

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TNG NEWS

ROADSHOW

Focuses on Functionality and Quality Results

O

ne-time only deals and prizes for product knowledge were highlights at the recent Brazilian Blowout Roadshow at TheAcademy in Farmington Hills, MI. Salon owner and stylist Patricia Baker spent a few hours in class, away from her Westbrook Salon in Canton, MI “because what I invest in myself, I turn around and invest in my customers.” She began offering the Brazilian Blowout and accompanying product line in her salon about a year ago, and received training then, but she believes there are always more tips and tricks that can be learned. “Customer service is a top priority for me so I try to learn as much as I can.” She is so focused on her customers’ needs that her staff is cross trained as much as possible so that if an emergency prevents one staff member from performing a service, another person on staff can step in and keep the customer’s appointment. When it comes to the Brazilian Blowout, Patricia is a personal fan, and she’s not alone. The service is in high demand at her salon and one reason is because of the noticeable lack of downtime. Unlike its competitors, once the Brazilian Blowout is completed, including the application and removal of: an anti-residue shampoo, professional solution and conditioning masque, clients can go about their daily lives – shampooing, swimming or wearing their hair in a pony tail on the same day. “That does not happen with other products,” says Tiffany Rosebohm, Regional Sales Manager for Brazilian Blowout.

The Brazilian Blowout is a great solution for people struggling with unmanageable hair (photo left). In less than two hours, most heads of hair go from frizzy to fantastic, with results lasting up to three months (photo right).

conjunction with the products in its retail line. It will smooth hair for men and women, of all ethnicities and hair textures. In addition to step-by-step treatment instructions, which included determining how much product to use and proper hair prep, the demo touched on after-care, styling and volumizing products. Salons charge an average $250 to $400 for Brazilian Blowout treatments, depending on location, but since each treatment requires a $15 investment in product, the service is a boon for stylists and salons, especially if people buy the supporting hair care products and have repeat treatments. Tiffany suggests creating VIP settings for these high-end customers. “Make them feel special by offering to buy them lunch or giving them those fancy lemonade drinks.” To learn more about the availability of the Brazilian Blowout in Michigan, talk to your tng worldwide account representative. To get a full list of classes at TheAcademy, go to www. theindustrysource.com/the-academy. ▲ WRITTEN BY LAURIE HUMPHREY

Brazilian Blowout is an amino-acid based smoothing system which gets into the cracks and crevices of damaged hair strands. It is safe to use in conjunction with color, perm solutions or other Keratin treatments and has a life span of at least 12 weeks, when used in

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May/June 2014

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ATTENTION NAIL TECHS! Got imagination? Got artistic talent? Got inspiration? THE INDUSTRY SOURCE is looking for nail techs that have all three qualities to nail down the...

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You can use any or all of the following products: butter LONDON, CND, Cuccio, Essie, OPI and any nail art on the ForPro Waterfall of Color Display (shown).

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Contest expires June 30, 2014. All winners entries will be featured in the September/October issue of THE INDUSTRY SOURCE magazine. For more details on the contest and how to qualify to enter, visit theindustrysource.com/waterfall. 800.362.6245

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TNG NEWS

INTIMATE WAXING Draws Crowd to TheAcademy

A

ttendees like Jaime Romanyk and Natasha Eley were thrilled to receive over $500 in instruction and Cirépil product for just $150. The duo recently travelled from The Golden Touch Salon in Stugis, MI to attend TheAcademy’s first Intimate Waxing Workshop class by Perron Rigot, maker of Cirépil.

One of the most important tips to come out of the class was how to reach those hairs growing from non-skin surfaces.

“We came for the hands-on demonstration because we want to start offering this service to our customers,” says Jaime. Brazilian services may not be a new menu option, but it’s not readily available near The Golden Touch, so the ladies want to capture that market.

Since the entire area has been prepped with the special Cirépil Pre-Depilatory Jasmine Oil (#303316 – $25), the hairs just need to be included in the wax for removal, they do not need to be fully covered.

Estheticians from Michigan and Ohio came to perform the waxing service, but also to ask questions directly from a Cirépil educator, Jennifer Baker.

To learn more about which Cirépil products would benefit you, your salon or spa talk to your TNG account representative today. To see which classes are coming up at TheAcademy, go to www.theindustrysource.com/the-academy. ▲

Attendees expected Jennifer to cover the differences in waxing products, as well as when to use each kind, pre and post-depilatory care, but they got so much more in the form of tips on sales promotions, insurance, positioning, application and removal techniques (so that ingrown hairs are not left behind).

“At Cirépil, we wax on you, not in you, so you need to wax right up to that line and then use a clean applicator to fold the hairs over into the wax,” she explains, while showing attendees just how to do it.

WRITTEN BY LAURIE HUMPHREY

“For Cirépil, it’s not just about what we remove. It is about what we leave behind, and that is healthy skin,” says Jennifer. She delivered information in a fun and informative way, sharing her experiences – both the successes and challenges. “Everything you’ve worried about doing to a customer, I’ve done,” she says, talking about triggering allergic rashes to removing too much hair and more. She has learned from every experience, refined her skills and changed her customer care cards to accommodate her style. She encourages every esthetician to do whatever it takes to make themselves more skilled and better prepared.

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May/June 2014

4/1/14 4:18 PM


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TISmag_MJ14_69 Cuccio Butter Ad.indd 1

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SCHEDULE OF COURSES To register for classes, call 800.362.6245 or visit theindustrysource.com/theacademy. A complete listing of classes and descriptions is available online. Classes are nonrefundable. Tickets will not be sold at the door on the day of the event.

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

Esthetics and Makeup Traditional Bridal Beauty Workshop

Keeping up with the latest trends and techniques is essential for maintaining a successful makeup artistry business. Attendees will learn basic color theory, eye and face shapes, proper skin prep, how to work with different skin types as well as how to achieve a natural beauty and evening look. Includes: A $25 gift certificate for be PRO Makeup redeemable in THE INDUSTRY SOURCE store on the day of workshop, lunch and a be PRO Professional Makeup Artist Certificate. Bring: Makeup Kit and brushes. 6/9

10 a.m. – 4 p.m.

FH

$149 T952830

Intro to Airbrushing

Advanced Traditional Makeup Workshop

Designed for the professional aiming to elevate his or her skills to advanced levels, classes will focus on cosmetic solutions, corrective makeup, color and tone, contouring and highlighting. You will learn to put the “Art” into makeup artist and acquire the essential skills needed to work in the Fashion, Photography and Video industries. Includes: A $25 gift certificate for be PRO Makeup redeemable in THE INDUSTRY SOURCE store on the day of workshop, lunch and a be PRO Professional Makeup Artist Certificate. Bring: Makeup kit and brushes. 5/5

10 a.m. – 4 p.m.

FH

$149 T952813

Bridal Airbrush Workshop

Create a classic and elegant bridal look that will stay put through the tears shed on her special day. Learn how to apply a flawless foundation, how to create a personalized palette for the bride and her bridal party, as well as how to prepare yourself for consultations by exploring bridal trends and techniques. Includes: A be PRO Daily Wear Airbrush Makeup Kit ($72 value), lunch and a be PRO Professional Makeup Artist Certificate. Bring: Airbrush compressor and gun to participate in the hands-on portion. 5/19

10 a.m. – 4 p.m.

FH

$149 T952823

This hands-on class will help artists master their airbrush equipment and learn basic beauty application. Attendees will learn how to achieve flawless airbrush applications by color matching and correcting the skin, highlighting and contouring, troubleshooting and proper airbrush maintenance. Includes: A be PRO Daily Wear Airbrush Makeup Kit ($72 value), lunch and a be PRO Professional Makeup Artist Certificate. Bring: Airbrush compressor and gun to participate in the hands-on portion. 6/23

10 a.m. – 4 p.m.

FH

$149 T952834

Intimate Waxing Workshop Hosted by Cirépil

Bikini and Brazilian waxing are the hottest and most profitable depilatory treatments and Cirépil is a global leader. Attendees will be waxing each other or must schedule their own model. Proper client intake/release forms will be provided. Cirépil Wax Treatments are never sticky, have minimal redness, leave less ingrown hairs and offer long-lasting results. Includes: A Discovery Kit ($239.60 value) and a chance for your salon to be featured on the Perron Rigot, Inc. website. Bring: Tweezers, hair growth of 10–14 days, pen and paper. 5/19

THE INDUSTRY SOURCE

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FH

$150 T952825

Facial Waxing Workshop Hosted by Gigi/Clean + Easy

Learn the skills for facial waxing or brush-up on your waxing techniques. This class focuses on wax application procedures and offers advice to increase revenue through add-on services. Includes: Working product and a certificate. Bring: Point tweezers, hair growth of 10–14 days, pen and paper. 6/2

9 a.m. – 12 p.m.

FH

$49 T952827

Brazilian Waxing Workshop

Esthetics and Makeup All About Fake Lashes Hosted by THE INDUSTRY SOURCE

False lashes are lush and glamorous, but the majority of women are afraid of them. Everyone wants their eyes to be the center of attention and what better way to attract attention than with fantastic, dramatic eyelashes? Learn how to apply strip and flutter lashes. Includes: Working product and a certificate. Bring: Tweezers, pen and paper. 5/6

1:30 p.m. – 4:30 p.m. FH $39 T952816

Hosted by Gigi/Clean + Easy

Brazilian waxing is different. Come see how. Learn multiple applications and the latest techniques to help grow your waxing services menu. Class will include a live demonstration if a model is available. Includes: Working product and a certificate. Bring: Tweezers, hair growth of 10–14 days, pen and paper. 6/2

1 p.m. – 4 p.m.

FH

$49 T952828

10-in-1 Machine Workshop Hosted by THE INDUSTRY SOURCE

Learn to perform professional skin care treatments using an 8-in-1 machine. View demonstrations for proper use and take part in discussion on precautions and tips. Come learn the benefits of this equipment for different skin types and contraindications. Includes: Working product and a certificate. Bring: Pen and paper. 6/9

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10 a.m. – 5 p.m.

10 a.m. – 4 p.m.

FH

$99 T952829

May/June 2014

4/1/14 4:08 PM


Hair one medium-length design. Both designs feature simplified approaches to creating shape and directional movement in texture that can be styled various way from soft to edgy. You will utilize a simple triangular sectioning technique that acts as an anchor for length and helps guide you through each design. This technique translates to many other designs so you will be able to adapt it to many styles and delight your clients. Includes: A manikin to work on and a certificate. Bring: Sculpting shears, texturizing shears, sculpting comb, razor, six sectioning clips, a 9-row Denman brush, medium and small round brushes and a blow dryer. 5/12

10 a.m. – 3 p.m.

FH

$249 T952819

Hosted by Brazilian Blowout

In two hours, you will become a certified Brazilian Blowout Stylist and learn how this professional product improves the health of hair with no down time. Hair is left smooth, frizz-free and radiant for up to 12 weeks. Attendees will also have the opportunity to receive special Brazilian Blowout promotions after class. You will learn: How to address and overcome the controversy surrounding smoothing treatments, how to build a new client base with Brazilian Blowout and how to increase your average ticket with your existing client base. All questions will be answered. Bring: Pen and paper. FH

Bali/Foil and Smudging Workshop

The word Ombre is actually French for “shading or graduating”. This coloring technique offers a wonderful 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. Bring: Pen and paper. 5/13

Brazilian Blowout Roadshow

Class is complimentary. 5/5 10:30 a.m. – 12:30 p.m.

Hair

T952764

Desert Light Collection Workshop Hosted by Pivot Point

Refresh and improve your cutting (we call it sculpting) skills while learning trends and techniques that will help you behind the chair. In this workshop, you will create two looks from our new Desert Light collection – one long and

FH = Farmington Hills, MI

10 a.m. – 1 p.m.

$49 T952822

Meche Expert

Clipper Workshop Hosted by American Crew

Discover the intricacies of clipper cutting including the latest cutting tips and trends. In this handson clipper workshop you will learn clipper maintenance, how to choose the proper clipper for the cut and the preferred type of clipper for men’s hair cutting. Instruction will also cover techniques for using the trimmer. All your questions will be answered. Includes: A certificate and manikin. Bring: All cutting tools, clippers, spray bottle, pen and paper. 6/2

9 a.m. – 4 p.m.

FH

$149 T952826

GV = Grandville, MI

A great class for students, new stylists and those struggling with lightening services. You will walk away with a full understanding of: the lightening process, the Kemon lightening product line and technique. The class will include a live demonstration. We also offer customized Kemon In-Salon classes. Please see your Account Representative for more details. Includes: Working product, a certificate and a store discount on Kemon products on the day of the event. Bring: Blow dryer, clips, combs, brushes, cover up, pen and paper. 5/19

10 a.m. – 4 p.m.

FH

$149 T952824

Meche Expert Morphology

Learn proper consultation tips, advice on how to increase your In-Salon revenue, proper placement based on face shape and several customizable placement patterns. We also offer customized Kemon In-Salon classes. Please see your Account Representative for more details. Includes: Working product and a certificate. Bring: Blow dryer, clips, combs, brushes, cover up, pen and paper. 6/16

10 a.m. – 4 p.m.

800.362.6245

TISmag_MJ14_74-76_TheAcademy.indd 75

FH

FH

$149

T952832

THE INDUSTRY SOURCE

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SCHEDULE OF COURSES To register for classes, call 800.362.6245 or visit theindustrysource.com/theacademy. A complete listing of classes and descriptions is available online. Classes are nonrefundable. Tickets will not be sold at the door on the day of the event.

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

Nails CND Shellac™ Art & Style

No-Limit Nail Artistry

Hosted by CND

Hosted by CND

Shellac goes beyond layering with new mediums and methods including foil, glitter, etching and sponging to create artistic nail expressions loved by even your most conservative client. Learn easy techniques that are quick to create and fantastic for your bottom line. Includes: Shellac Top Coat, Shellac Base Coat, 6 Shellac Colors (Rock Royalty, Asphalt, Silver Chrome, Cocoa, Cream Puff, Black Pool) ScrubFresh, Cuticle Away and two Shellac Remover Wraps (10 pack). Bring: Table set-up (lamp, implements and towels), CND UV Lamp or Brisa Lamp, gel brush, one hand with natural nails. 5/12 8:30 a.m. – 12:30 p.m. FH $150 T952820

Unleash your creativity and discover a new way to bring color to your clients: Additives. An eyeopening collection of pure pigments with lustrous effects. CND Additives offers “No-Limit” nail artistry that can be paired with any CND sculpting powder, gel or Shellac. Includes: Retention+ Liquid 4 oz. Retention+ Clear Sculpting Powder 8/10 oz., Formation Clear Tips 100 Tray and Brisa Intro Pack. Bring: Table set-up (lamp, implements and towels) CND UV Lamp or Brisa Lamp, files, buffers and a liquid & powder sculpting brush. 5/12

1 p.m. – 5 p.m.

FH

$150 T952821

LOCATION: THE INDUSTRY SOURCE STORES

CND Shellac™ Certification and Secrets to Success Hosted by CND

Become a CND ShellacPro and unlock the Secrets of Shellac - the original Power Polish™. Discover unlimited color and style options that will satisfy your clients’ every wish. Bring: Valid photo ID, CND Shellac Top Coat, CND Shellac Base Coat, six CND Shellac Colors, CND UV Lamp, CuticleAway, ScrubFresh, SolarOil, 99% Isopropyl Alcohol, CND Shellac Nourishing Remover and CND Shellac Remover Wraps. 6/17

9 a.m. – 12 p.m.

FH

$25 T952833

CND The Open Road Tour Demo Farmington Hills 5/19

10 a.m. - 2 p.m.

LOCATION: TheAcademy West 3349 Century Center Rd. SW, Grandville, MI 49418

Esthetics and Makeup

Nails

Facial Waxing Workshop

Beautiful Eyes

Hosted by Gigi/Clean + Easy

Hosted by Ardell

Learn facial waxing or brush up on your other waxing techniques. This class focuses on wax application procedures and ways to increase your salon revenue with add-on services. Includes: Working product and a certificate. Bring: Point tweezers, hair growth of 10–14 days, pen and paper. 5/12

9 a.m. – 12 p.m.

GV

$49 T952817

Brazilian Waxing Workshop Hosted by Gigi/Clean + Easy

Brazilian waxing is different from other waxing services. Discover how. Learn multiple applications and the latest techniques to help grow your waxing services menu. Class will include a live demonstration if a model is available. Includes: Working product and a certificate. Bring: Tweezers, hair growth of 10–14 days, pen and paper. 5/12

1 p.m. – 4 p.m.

GV

$49 T952818

Learn to create beautiful eyes for your customers. This class gives you in-depth knowledge and stepby-step guidelines so you can provide lush, full lashes. Learn techniques for temporary strip lashes to create a beautiful look that can last weeks. Includes: An eyelash kit ($70 value). Bring: Pen and paper. 6/16

9 a.m. – 12 p.m.

GV

$99 T952831

Hair Brazilian Blowout Roadshow Hosted by Brazilian Blowout

Become a certified Brazilian Blowout Stylist and learn how this professional product improves the health of hair with no down time. Hair is left smooth, frizz-free and radiant for up to 12 weeks. Attendees can receive special Brazilian Blowout promotions. Learn how to: address the controversy surrounding smoothing treatments, build a new client base and increase your average ticket. Bring: Pen and paper.

Class is complimentary. 6/2 10:30 a.m. – 12:30 p.m. GV T952765

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Perfect Smile Lines with Retention+™ Hosted by CND

Learn to master proven Liquid & Powder smile line techniques for consistent, crisp, prefect smile lines to complement your Forever French enhancements. Includes: A certificate and discount in the store. Bring: Table set-up (table lamp, CND UV lamp, implements and towels) and one hand with natural nails. 5/5

10 a.m. – 12 p.m.

GV

$25 T952814

Secrets of Retention+™ Hosted by CND

Discover the secrets to wowing your clients with award-winning Rentention+ and CND Additives. Featuring extreme design techniques and redefined nail art for the ultimate in artistic freedom. Includes: A certificate and discount in the store. Bring: Table set-up (table lamp, CND UV lamp, implements and towels) and one hand with natural nails. 5/5

1 p.m. – 3 p.m.

GV

$25 T952815

FH = Farmington Hills, MI GV = Grandville, MI

May/June 2014

4/1/14 4:08 PM


Try our seasonal fragrances for May/June: Lemon Pineapple Coconut Fragrance on sale: Mango Papaya or Coconut Lime Verbena PEDI REDI PLUS Pedicure soak solution is available in over 80 fragrances and 12 colors.

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Manufactured in the USA by MAXIM LLC, Phoenix AZ INDUST RY SOURCE • 800.362.6245 • theindustrysource.com

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

TISmag_MJ14_73 MAXIM AD.indd 1

4/1/14 4:16 PM


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Add instant VOLUME & THICKNESS to thin lashes T HE INDUST RY SOURCE 800.362.6245 theindustrysource.com

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29683 W K Smith Dr., Lyon Tech Park, New Hudson, MI 48165

800.362.6245 www.theindustrysource.com

FLIP-FLOPS

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Flaunt your creativity and delight your clients! Flaunt your creativity and delight your clients! Flaunt your creativit

CND introduces a new way to bring colorCND introduces a new way to bring color CND introduce to your clients: Additives, an eye-openingto your clients: Additives, an eye-opening to your clients: collection of pure pigments and lustrous collection effects. of pure pigments and lustrous effects. collection of pure pigm Blend Additives into any CND sculpting Blend Additives into any CND sculpting powder or gel, or layer over CND Shellac™ powder or gel, or layer over CND Shellac™ for the ultimate artistic freedom. for the ultimate artistic freedom. Additives. From CND.

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T HE INDUST RY SOURCE • 800.362.6245 • theindustrysource.com Visit cnd.com/additives for inspiring Visit cnd.com/additives for inspiring Visit cnd.com •WATCH. •ways ways to SCAN. create gorgeous nails. to create gorgeous nails. ways t Available at: TLEARN. HE INDUST RY SOURCE 800.362.6245 theindustrysource.com SCAN. WATCH. LEARN. Available at:

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4/2/14 8:59 AM


THE INDUSTRY SOURCE MAGAZINE • May/June 2014