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a demand for our individual brand. How we are perceived is how we will be received. We have to have clear vision of our target market or audience; we must know who they are and what their expectation is. Then, in order to assure future success, we must deliver a value beyond their expectations. In this equation, perception is reality. Having a solid fix on your desired market will also tell you what you need in order to meet the expectations of your client. It will tell which skills are needed to acquire to assure maximum success. Being constantly aware of new shifts and changes in the market helps determine our positioning in order to meet those new needs and desires. Each week I drive on the coast road in Palos Verdes to pick up my son from school. There is a stretch of road where the ground shifts 10- 18 inches per year. This forces us to make adjustments on our route, as well as makes us aware that this road’s path will never be the same again. You cannot follow old maps in a changed landscape. Just like that road, our industry is constantly shifting and evolving, so in order to stay ahead of the flow, make sure you are not stuck in the same gear, ending up stalled at the side of life’s highway. We must maintain our integrity in all areas, especially as it concerns who we are as a brand and what we offer to our waiting market. In other words, there must be alignment between what we say we are and what we provide in our delivery. All true “built to last” brands and businesses are aligned in this regard. We have to be what we want the client to see. The true high performers in life and business always exceed their perceived value. This assures their clients’ expectation is always below the service or product they deliver. They are always seeking ways to extend themselves beyond what is expected, consistently adding value to their brand identity. Continual and constant attention to detail is a hallmark of both successful people and businesses, and assures their continual and constant growth. Remember, the first days in your new career are critical, and with perseverance and determination, you can create a firm foundation from which to build your career and reap your well deserved rewards in the future. Jerry Tyler’s column Blue Highways is his “Road Less Traveled” perspective on the solutions and challenges facing the beauty industry. Jerry Tyler has been a stylist since 1975 serving as the former artistic director for Vidal Sassoon Academy and currently as Director of Industry Relations for Carlton Hair salons. He is also a licensed cosmetology instructor and has served as President of the California State Board of Barbering and Cosmetology. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE!

View this article and more at www.stylistnewspapers.com


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In this issue... Navigate Toward Success in the Beauty Industry 6 The Nail Extension

Whether just starting your salon or reinventing a salon business, one of the most important decisions is how to structure and price your services.

8

Beauty Business Buzz

Even though you have been in school for what seems like forever, more training is always necessary; in fact this is an industry where life-long learning is not only important but essential to attain any measure of success.

14 Retail Matters

Retail plays an important role in your salon’s success and understanding that role is critical. In order to be a successful stylist and progress to new heights in the industry, you must be able to use, recommend, and sell professional products to clients.

Blue Highways

2

Navigate Towards Success

4

The Nail Extension

6

Beauty Business Buzz

8

Esthetic Endeavors

10

How to Build Your Book

10

Building Your Clientele

13

Retail Matters

14

Washington Board News

14

Classifieds

15-17

Off the Top

18

Calendar

18

What’s New in the Market

19

On the cover... TONI&GUY NorthAmerica THE REFLECTIVE COLLECTION The Reflective Collection is the result of latest collaboration from Zak Mascolo and the TONI&GUY Artistic Team. Influences from the different eras of fashion…. from the late 60’s to the early 90’s, and the TONI&GUY Collections at that time, inspired the team to create an eclectic modern mix of styles.

By Charlie Price, Twice NAHA Winner, Hairstylist of the Year

It seems like only yesterday I graduated from beauty school, yet it has been over 20 years! YIKES! That makes me feel older than RuPaul, Cher, and Joan Rivers combined.

Trade shows are the window into the world of the professional beauty industry, or as I prefer to look at it, they are an intoxicating rabbit hole, swirled with fashion, music, and lights. I never tire of jumping, head first, into the action. It is an opportunity to break out of your salon environment and see what others are doing and to draw from the experience.

Question: Why should I enter the Trade shows are the winNorth American Hairstyling Awards dow into the world of the (NAHA)? I started entering NAHA competitions professional beauty induswhen my friend and mentor, Van try, or as I prefer to look at Council, won the North it, they are an intoxicating rabbit hole, American Hairstylist of the Year in 1993. I entered every swirled with fashion, music, and lights. year, in multiple categories, until I won the title myself in 2002. It was the first year The nice part is that I can provide a little I was fortunate enough to receive a nominaguidance to budding “beautistas” on how to tion and it helped to bring all the effort I had navigate toward success in the beauty industry. put into my career full-circle. Here’s the answers to the two questions Since then, I won the title again in 2008 I am asked most frequently and why I urge and garnered 14 other nominations. For other stylists, those just starting out and those me, the best part is being embraced by my that have been practicing for 20 years, to peers, and being recognized for the skill I get involved with the industry, attend trade have developed in my craft. In my opinion, shows, and enter competitions. nothing is more gratifying. Each year, when putting together my entries, I am forced to Question: Why should I go to hair shows? stretch my creativity and to redevelop my My involvement with hair shows began eye for clothing, makeup and overall fashion when I attended and participated in every way trends. Then, I get to watch my vision come I could at all the major shows upon obtaining to life. No other honor or accomplishment my Colorado cosmetology license in 1988. in our industry holds the same cache as a Now, many years later and after many NAHA nomination or award. Literally, it can sleepless nights, I am at the same shows but change one’s career overnight. It also helps as a headlining platform artist. To date, I that the ceremony is fun to attend, each time have appeared on stages at the International completely living up to its un-official title of Salon & Spa Expo (ISSE) Long Beach (and “The Academy Awards of Hair.” hopefully the new ISSE Midwest show The aspect of our industry that I am most soon), the International Beauty Show in NYC, the Premiere Beauty Show in Orlando, attracted to is the variety. I do not have one America’s Beauty Show in Chicago, as well as career — I have many — and I am never bored. Engage in these opportunities and, as international shows all over the globe. it has for me, twenty years can go by in the I loved all the shows then, and I love loveliest blink of an eye. I have loved every them now, because they reveal the soul of minute of it. our industry and provide all the education, inspiration and perspective one could ask for. Career skills, ranging from learning the latest techniques to how to market yourself, are gained at the shows. It is ripe for the picking, all under one roof, lined up in row after row of booths -- the good, the bad, and the frizzy (and in some cases the loud, crazy and barely clothed). Who could ask for anything better?

4 | MARCH 2011 | NORTHWEST STYLIST & SALON

Charlie Price is an internationally renowned hairstylist and is one of only two hairstylists with the honor of winning the NAHA -- Hairstylist of the Year honor more than once. Price currently owns Click Salon in Denver, Colorado and attends many industry events. The 2011 NAHA Awards Ceremony will be held Sunday, July 31, 2011 in Las Vegas, Nevada at the Mandalay Bay Resort. To learn more about the NAHA and other industry events, visit probeauty.org/naha.

Northwest Stylist & Salon

Volume XXVII, Number 4, Issue 312 March 15 - April 15, 2011 Founded 1984 by David Porter Published monthly by Holland Graphics, Inc. 1750 SW Skyline Blvd., Suite 24 Portland OR 97221 Toll-free (888) 297-7010 or (503) 297-7010 Fax (503) 297-7022 E-mail: editor@nwstylist.com Web site: www.nwstylist.com Publisher Holland Graphics, Inc. Managing Editor Lisa Kind Production Manager Joel Holland Advertising Director Marcy Avenson Classified Sales Kelly Smith Contributing Writers: Judy Culp, Jerry Tyler, Charlene Abretske, Neil Ducoff, Jaime Schrabeck, Marco Pelusi, Steve Sleeper, Kimberly Johnson, Jayne Morehouse Oregon Board of Cosmetology Kraig Bohot, Communications Officer Washington State Advisory Board Susan Colard, Administrator

NW STYLIST & SALON is mailed free of charge to licensed salons and barbershops, booth renters and beauty schools in Oregon and Washington. Circulation is restricted to members of the beauty and barber profession, its suppliers and students. CONTRIBUTIONS OF PHOTOS, ARTICLES, etc., are welcome. Payment offered only when arrangements are made in writing in advance with the editor/ publisher. ALL MATERIAL COPYRIGHT 2011 by Holland Graphics, Inc. and/or the bylined authors or photographers. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher. OPINIONS AND ENDORSEMENTS herein are the sole responsibility of the writers or advertisers and do not necessarily represent the opinions of the publisher or the State Boards of each state. Publication of advertising contained herein does not constitute endorsement. Columns are the opinions of the writers and not those of the publisher. NW Stylist & Salon assumes no responsibility for the claims of any advertiser in their paid advertising nor in the promotional material they provide either orally or in writing. Advertising does not imply that the paper will provide any editorial coverage, photos, calendar mention, or any other space or consideration other than actual space purchased. All advertising must be paid in advance of publication in lieu of prior arrangements. Invoices paid after terms will be subject to a 2.5% per month service charge. Delinquent invoices may be subject to a handling fee of 25%. Published rates are net. Agencies add 15% for gross cost. No Agency discounts. In the event a suit or action is brought to collect amounts due NW Stylist & Salon shall be entitled to recover attorney fees and costs incurred. ADDITIONAL OR OUT-OF-STATE SUBSCRIPTIONS: For a one year subscription, send name, address and zip with check for $20 payable to HOLLAND GRAPHICS, INC. to Subscriptions, NW Stylist & Salon, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221. Address changes require old mailing label.


You arE cordiallY invitEd to attEnd thE 2011

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WeThe Are The 2011 Energizing Summit Educators, We Are 2011 Energizing Summit Educators, We Want to Improve Your Haircolor Skills! We Want to Improve Your Haircolor Skills! Andre Nizetich

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Aura Mae Doug Martucci

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Tony Fanelli Denise M. Fraser

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Competitive Pricing for Success The Nail Extension Jaime Schrabeck

“Nowadays, people know the price of everything and the value of nothing.” – Oscar Wilde When a person first comes into a salon, their first question is usually, “How much is a (insert name of service here)?” Like most nail professionals, you instinctively answer with the price, but no matter the number, the answer will be wrong. Why is this? It is because without context, a mere number is meaningless. It assumes that all services are created and delivered equally from salon to salon, and it cannot possibly capture the nature and quality of your service. Clients cannot appreciate the value of your work when they do not understand what they are paying for. It is your responsibility to communicate that value. Whether just starting your salon business or reinventing one, you will need to make decisions, and this may seem overwhelming at times. One of the most important decisions is how to structure and price your services. Overpricing will discourage potential clients initially; while under pricing will discourage you eventually. The only thing more frustrating than clients taking advantage is the realization that it is your fault. Ideally, your service prices will strike just the right balance between being competitive (attractive to potential clients) and providing adequate compensation (enabling you to earn a living doing what you love . . . nails). Important decisions related to service pricing require doing your research, but not the kind that you might expect. How many times has someone advised you to contact other salons and inquire about their pricing in order to determine your own? That is just as useless as when a potential client asks the same question. If you want to make the common and misguided mistake of competing on price, then contact other salons. However, there is not any point to this unless you also find out what their salon’s costs are? Few salon owners would be willing to share that information, even if they knew. Doing research means accounting for your own costs. Here is a list to give you a start: • Lease • Equipment and supplies • Utilities (telephone, water, gas, electric, etc.) • Outside / professional services (payroll, accounting, laundry, etc.) • Licenses (business and professional) • Insurance • Taxes (payroll, sales, property, etc.) 6 | MARCH 2011 | NORTHWEST STYLIST & SALON

• Marketing / advertising • Education • Professional memberships • Payroll or your time if your independent These costs vary so widely from salon to salon that it is imperative that you do this for yourself, and make every effort to reduce these costs whenever possible. Even with this information, you are not prepared to make good decisions. Considering that income generated from nail services depends on the active participation of service providers, you must determine the amount of time involved for each service before you can establish pricing. It is imperative to minimize the time required to complete the service to avoid wasting your time or your client’s. To maximize time (your greatest resource), your services need to be structured deliberately to achieve the desired results: the procedures organized systematically and the products and tools selected for each step. Every procedure, product and tool should be evaluated for its safety, effectiveness and cost-efficiency. For every service, you need to calculate the product cost, including both disposables (files, gloves, nail wipes, etc.) and consumables (polish, lotion, acetone, gel, etc.). Once calculated, that number, along with the time required to complete the service can be used in the following formula: • Product Cost + $1 / min. = Service Price (Round up to the nearest $5 increment) • Product Cost / Service Price = Product Cost Percentage For example, our pedicure costs $3 in product and takes 45 minutes. Our service price is $3 + $45 = $48, but rounded up to $50. The product cost percentage is $3 / $50 = six percent. Ideally, the product cost should be lower than ten percent; otherwise, that service may not be worth offering. Before you question the feasibility of earning at least one dollar per minute, let’s discuss. For nail professionals who believe that clients in their particular area will not pay a dollar per minute, ask yourself what the standard hourly rate is for massage. Given your diverse skills and significant investment in education, equipment and supplies, your work should be worth at least the equivalent of that of a massage therapist. Nail professionals who do not think they can charge $90 for a pink and white backfill just because it takes 90 minutes are right. What is taking so long? Every service offered should be doable in an hour or less. Developing your skills and becoming more efficient will reduce the time required and move you closer to that $1 / minute minimum. Jaime Schrabeck, Ph.D. owns Precision Nails, an exclusive nails-only salon in Carmel, California. She can be reached at info@precisionnails.com. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE!

View this article and more at www.stylistnewspapers.com


JKS_StylistonepageJan2011.pdf

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Your First Year — Determining Your Career Path Beauty Business Buzz Charlene Abretske

So there you are, after years of dreaming about making the world a more beautiful place and a career in the beauty industry; you finally have your license. All of your dreams of being creative and sharing your talent with the world are about to be lived out, now that you are allowed to make a living at it. Of course, you want to succeed in this industry, as well as be happy living your dream. Take a cue from Ben Franklin, who said, “An investment in knowledge always

pays the best interest.” Even though you have been in school for what seems like forever, more training is always necessary; in fact this is an industry where life-long learning is not only important but essential to attain any measure of success. I remember attending a student beauty show a few years back and attempting to match potential employers with recent graduates. I was struck by the amount of passion I saw from students. I spoke with hundreds of recent graduates that weekend and found they generally fell into three distinct categories: Category 1: I Need a Job These students wanted to be working in a place A.S.A.P. They did not care where they went to work, they just knew they had

Congratulations Kim Botner & Erin Wesolowski

Dosha Spring Styles Winners! Congratulations to Kim and Erin of Dosha Salon in Bridgeport for an excellent concept and story board for our Dosha spring photo shoot. Kim and Erin’s fresh spring looks were photographed in February and will be on display throughout all Dosha locations in March and April. lo

developing good habits from the beginning of bills to pay and were looking for benefits and their careers. It is much easier to learn, than an hourly paycheck. This group concerned to unlearn and re-learn. By following the me because, in their hurry to find that steady practices you have been taught, you will allow paycheck, they may end up missing an opporyourself to advance in a corporate environtunity to explore their creativity and artistry. ment, and your job On the other hand, will quickly transition they will have the into a career. opportunity to ...this is an industry where If you feel you hone their skills fall into the “Get with cutting in a life-long learning is not only Out of My Way” timely manner, and group, please slow get their bills paid important but essential to down. You risk being in the process. advantage of by Category 2: Get attain any measure of success. taken people who do not Out of My Way understand business This group was at all. Rome was not built in a day and it takes interested in jumping right in with both feet, intending to be commissioned stylists or booth years of professional development to create renters from day one. They were getting their a great stylist. Getting into booth rental right after school has caused many a stylist to run licenses, and felt the world would greet their newfound skills with a lot of cash and respect. screaming from the industry; do not be one of them. You may have been the superstar of your This group had admirable confidence, but school, and your confidence may be inspiring was lacking a realistic view of what was comand infectious, but even the best stylists have ing next. Getting your license does not make humility, and know there are still some things you an equal to the top names in the industry, they need extra help with. or even equal to the top skill level in your If you are in the “Assistant at Your Service” local area. I feared these students were setting group ask the following: themselves up for failure quickly. • How long is the training program? Six months to Category 3: Assistant at Your Service two years is a good estimate, depending on This group knew for sure they needed the time you spend working one on one. more education and development of their • Will I be able to see clients when I am in the proskills before hoping to make a career out gram? The answer should be a resounding, of the beauty industry. This was the group yes. As you master each part of the program, that will probably not only do okay, but also you should be allowed to see clients for thrive. They had an idea of what it was they those services on certain days and times. did not yet know, and they valued the learn• Once the program is over; is there a clear system ing process. This group was also clearly aware for pricing, and are there clear goals set to help you of where top-notch skills come from, and progress to each new level? The answer should that is; from salons that are willing to invest again be yes. This demonstrates to you that their time and money in an assistant training the salon owner wants you to build a career program. with them, and this will allow to you to If you are newly licensed, you should continue to increase your paycheck. begin by figuring out what you want from Congratulations on your new career. By your career. You must also consider what channeling your excitement and taking the your financial needs and responsibilities are. You may fit into the “I Need a Job” group, time to determine your career path, you can create a long lasting career. and know you need to go right to work for an hourly rate, plus tips and benefits. If so, Charlene Abretske is an independent business advisor. To reach her email choose a salon chain that can provide you charleneabretske@gmail.com or call (760)453-1882. regular business and technical training, READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! and truly use what they offer you. One of View this article and more at www.stylistnewspapers.com the biggest regrets many stylists have is not

I.E.C.A.

“Haute Hair” Competitions Northern Quest Casino Family Pavillion 100 North Hayford Road, Airway Heights, WA

503.228.8280 | dosha.org | Always hiring talented stylists Photos: Erin Berzel | Makeup: Stephanie Wilson | Nails: Alicia Payne

8 | MARCH 2011 | NORTHWEST STYLIST & SALON

Competitions Include: • Evening Makeup • Evening Glamour Styles • Ladies & Gents Haircuts and Styles • “Judged” Broadway Runway Presentation

For more information call Jeanette at 509.838.8242 or 509-624-9451

Sunday

May 15, 2011

GENERAL ADMISSION

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1000

Doors open at 1:00pm Competitions open to everyone including lease salons. Anyone can be a sponsor. For more information or sponsorship call (509) 838-8242.

Rules and Application Forms Available at:

www.iecaspokane.com


Rewards = Retention Esthetic Endeavors Judith Culp

We might as well admit it. We all like presents. It does not matter who we are or what our position is, this seems to be an innate human psychological factor. We love to be thought of, remembered. Unexpected presents are the nicest of all. Presents make us feel cared about, appreciated. Taking this basic belief one step further, a rewarded person, be they client or staff, is seldom less loyal than an unrewarded one. In the beauty business, there are two ways to expand our financial base. We can either bring in more clients or we can increase the amount existing clients spend. While we may always be in the market for more clients, offering more services to existing clients is the more cost effective choice. In order to do this we must retain them as clients. There are several ways to do this but they all relate back to our topic — rewards. A letter of thanks to a new client is always a good way to spark retention. It is something many of us do when we start our business, but then we get busy – too busy to take the time. The result is less rewards for our clients and a more fragile client base. We can offer clients a package of services. The package price is apt to be somewhat discounted compared to the same number of individual services. That is a reward.

Another reward might be a birthday card remembering the client during their birthday month. You could offer a free brow wax or discount a service that does not have a high cost factor. What if we offered the client 15 percent off all services and purchases during their birthday month? Wow, now that is a reward. While it might appear expensive, if we had just five clients that spend an extra $200 in services and products, we would generate an extra $1000 in sales. The volume of increase would easily offset the cost factors. Clients referring clients is the highest form of a compliment to our service skills, and it is certainly one we want to reward. You could show your appreciation with a thank you note enclosing a bonus gift or service, or possibly a discount for the next time they see you. At the very least, record it in their file and offer a verbal thank you the next time they visit. One salon has a bonus card for all new clients to reward them for choosing the salon by introducing them to a diverse group of services at a one-time discount. While they may come in for one service, they end up with the opportunity to sample them all. Does it work? It got me to try a new service with them. We can apply these same principles to rewarding and retaining employees and staff. Find them doing something right and praise them. Praise is a simple reward but it makes everybody feel good about being where they are. Praise them in front of their clients. It makes both the client and the staff member feel rewarded.

Of course, there is nothing like a financial reward to make a staff member happier and more loyal. It could be a raise, a free educational class or other financial bonus. We want to be aware of what the going market is for remuneration and make sure our staff members are properly compensated. If there is a large staff, discounted health insurance or other benefits are another feasible reward. Other rewards might include flexible scheduling, or the ability to take time off without penalty. Annual staff gatherings are another traditional reward and a way to express appreciation to each team member. Rewards do not have to be big or expensive to have a positive impact on both clients and staff. They can be as simple as having a great place to visit or work, with a positive nurturing environment that makes people feel good to be there. In a nutshell, rewards are the way we say thank you for what someone has done. The most simple of these should be the first and last interaction with every client or staff member — a smile. Start the visit with a genuine smile and end it the same way. The best part, the reward will come back in kind. Judith Culp, a CIDESCO Diplomat has been in the esthetics industry since 1980. A CPCP permanent makeup technician for over 20 years she served a 4-year term as a Director for the Society of Permanent Cosmetic Professionals, two years as their president. She is president of Culp Enterprises Inc. and CEO of NW Institute of Esthetics. Judy Culp is available for consulting. For more information visit www.estheticsnw.com. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE!

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How to Build up Your Book By Debbie Doerrlamm I went from zero clients to 70 in nine months and you can too. It is all in your client referral. My method was to attach myself to one of the more popular local high school girls. I adored this young lady, she adored her nails, so I made a deal with her; for every warm body you send me, you get a free fill-in. I then made a deal with all the friends she sent my way, but for them it was a little different: For every warm body you send me I will give you $5 off your next fill-in. Within nine months my book was solid. I had to hire a girl to pick up the over flow and she was booked within three months. Within two years, these high school girls started to leave for college, BUT, they also started to refer me to their mom’s, aunts, boyfriends mothers, boyfriends sisters etc. I made a swing to mostly adults over the next two years, to a little more reliable client base, but I was generally very lucky with the high school girls I did. As a matter of fact, I am still doing one of them today. Kerry is now my bookkeeper. A program of this type obviously cannot go on forever. You have to be strong and wise enough to know when to stop the referral discount. Post a sign at least one month before the decided upon discontinuation date. Another thing I did when I first started out which worked very well for me, was get a stand at a craft fair and do nail art. Keep in mind this was almost 20 years ago, no one ever saw decals on nails or even wispies. That was all I did, apply decals, wispies, and some dot flowers on nails for free. So many of the technicians today are doing colored acrylic, glitter fades, stunning pink and white, UV Gel Polish, however you could still do some hand painting or decals just to stir up the interest level. If electricity is available, consider bringing your UV Lamp and do one UV Gel Polish nail. You need to pack very few supplies, your appointment book and a stack of business cards. That is exactly how I got cozy with my popular high school girl. The big outlay for the fairs I attended as a vendor doing nail art and booking appointments was $20 or $25 a day, and I got much more than that in repeat clients from each fair. Somewhere in my files, I still have a “family tree” that I made at some point. It is amazing to see who referred whom. For more information, please contact: debbie@beautytech.com or call Debbie Doerrlamm at 631-981-1273.


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SPOKANE & NORTH IDAHO SALONS Cheney Cheney Plaza

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Coeur d’Alene, ID Coeur d’Alene Costco Hayden Target

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Spokane 5 Mile Plaza 30th & Grand 57th & Regal Indian Trail Airway Heights Market Center Mission & Ruby Northpointe Plaza Trent & Argonne Center

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Building/Keeping Your Clientele by Jayne Morehouse I am a frequent contributor to The Stylist newspapers, and I have been delighted to call the professional beauty industry “home” for the past 25 years. However, I am not a stylist -I am a former editor and a brand communications specialist who visits her hair salon every three weeks for at least a color re-touch, glaze and brow shaping / coloring. Every few months, when my stylist recommends it, I add on highlights / lowlights and a haircut. I treat my feet to a spa pedicure every three weeks and a manicure when time allows. I frequently give my friends beauty gift cards for services that I love. I shop for beauty products from makeup and nail polish to skincare and hair care every week. Okay, I might be sounding a little high maintenance here, but I need that beauty backup in order to maintain a professional image, and you want to be my primary source, don’t you? If you invite clients like me into your salon, day spa or chair and give us a reason to stay, we are not only extremely loyal, but we are willing to buy just about any service or product you recommend. We will also go above and beyond to recommend you to our friends and business colleagues -- once you have gained our trust. You can read plenty of business articles that suggest you hand out your cards wherever

The e y to us As eas ryer d as a

you go and offer clients an incentive -- a free service or product -- in return for referring their friends. These are all great techniques for building your clientèle. But that is not the intent of this article. This is about inspiring an army of clients to spend as many of their beauty dollars as possible with you, and getting them to rave about you to their friends in order to grow your business. What is the first step? Earn my trust. Up front, let’s agree that great skills are wonderful, but today you need more. Share at every visit what you have seen that is a new, growing trend or something that you think I would like. It can be as simple as a new nail polish or lipstick color that works with my hair color, or a new color application technique you recently learned. Perhaps my favorite products are now available in travel sizes -- let me know and offer to hold a set for me. Tell me what you have learned in the classes you take. Communicate with me between visits — and make it easy for me to share your expertise. Find out how I want to receive information from you, whether via phone, email or Facebook -- then send it to me every week or two. The more personal the communication the better, but I do not mind a newsletter or group email, as long as it contains information that is relevant to me. I want to know

about your new and / or featured services and products, what you learned at a recent class, or if you are participating in a charity or community event. The most lethal line a hairdresser can say is, “What are we doing today -- same as last time?” This question immediately transfers credibility from you to the client. When I am in your chair, ask me what I have in mind, but always add a recommendation or two of your own. That does not mean you need to suggest a total makeover -- let me stay in my comfort zone, while still trying a little something new. Your guidance in making these subtle changes helps me begin to trust you. Turn me on to like-minded beauty experts. If you find an article, newsletter or website that shares beauty information that you think I would like, recommend it to me. It does not detract from your credibility, in fact, it enhances it because you are willing to share, and you are confident enough that I will continue to rely on you as my primary beauty resource. Invite me to try something new. During my last visit to the salon, my colorist was running late, so she treated me to a conditioning treatment at the backbar. Her assistant applied a customized potion and then did a delightful scalp massage. The experience enhanced my colorist’s credibility because she recommended it. Not only did I love how my hair felt, but it also gave the new assistant the opportunity to establish a relationship with

me. Every time someone else in your salon builds a bond with me, the more invested I am in remaining your client. When my friends notice how shiny my hair looks, I will rave about the treatment, and of course, I will purchase it in the future if my hair is feeling dry, or when I just want to enjoy the relaxing scalp massage. Please show me how to do my own hair. When I can replicate the gorgeous look you created, that is when you have truly won me over. I promise I will use the products and tools you recommend -- make the recommendation, please -- but if you let me leave without showing me how to use my iron or round brush, I will think you gave me a bad cut. The bottom line is that consumers today have the opportunity to shop for beauty products and services on almost every block. Even my suburban neighborhood mall has five salons, several retail stores, as well as two grocery stores with beefed up beauty sections, all within a couple of blocks. These companies are spending millions of dollars per year to draw me in and steal your business. You probably cannot compete on price, convenience or selection, but that should not matter, because once you have earned my trust, your credibility, expertise and our relationship trump them all. Jayne Morehouse is president of Jayne & company, a brand communications agency specializing in beauty and health, and she is a frequent shopper at salons, stores and beauty supply retailers. Reach her at jayne@jayneandco.com.

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NORTHWEST STYLIST & SALON | MARCH 2011 | 13


Making a Big Splash in Beauty Retail Matters Steve Sleeper

So, you have finished school and have set out to make your mark on the world. Landing that first job behind the chair is really only the first step in getting your feet wet. The beauty industry offers a vast sea of opportunities for salon professionals to make a big splash with salon owners, professional peers and potential clients. A common mistake many young professionals make is assuming they know all there is to know about the beauty business right out of school. Talk to any of the big names in the industry and they will all tell you the same thing: Like life, you will only get out of your career what you put into it. By nature, the beauty profession is all about open lines of communication. Without the ability to communicate effectively with clients, you would not be able to give them the look they are so eagerly looking for when they sit down in your chair. The same goes when you are progressing through the various stages of your career. Members of the Professional Beauty Association often state that one of the biggest benefits of belonging to the association is the strong network of industry peers they have created through their membership. We believe strongly in creating opportunities for professionals to come together with industry peers to network, learn and share ideas. Attending industry events is a great way to create strong networks of like-minded colleagues who can help when you have questions, as well as give you advice as you progress through the various stages in your career. There will be many career milestones for you to navigate through, and these colleagues can lend an ear or offer advice along the way. To spark up a conversation more locally, look in your community for networking groups or start your own group with other stylists in your salon. Networking and sharing ideas aloud will hone your active communication skills. It is true that your technical savvy and profound understanding of helping your clients discover their inner style is essential to being a successful stylist. However, many young professionals just starting out do not have a true understanding of the real profit center driving the success of the salon. It may be surprising to learn that retail actually makes up an astonishing one third of the professional salon industry, bringing in nearly $2.5 billion annually. Retail plays an important role in your salon’s success and understanding that role

is critical. In order to be a successful stylist and progress to new heights in the industry, you must be able to use, recommend, and sell professional products to clients. Here are just a few tips to help you set your retailing skills apart: • Learn every detail about each product your salon carries and know what is new on the market. • Do not just sell products; educate your clients on how to use the right products for their hair. • Recommend at least one product to each client every time they visit. • Be confident. Clients are looking to you, the expert, for advice on the right products for them. This process must be included with every service, every time. Without it, their salon experience just is not complete. • Be a Lifelong Student. The most successful people in any industry know that to be truly successful, you must be a lifelong student. In an industry where trends and innovations are constantly changing and evolving, this is especially true for beauty professionals. Seeking out and attending continuing education not only fulfills a necessity to progress as a licensed stylist, it offers salon pros both the inspiration of those that have lived the beauty dream and the insights of the most successful minds in the industry to help you reach your career goals. Look to industry events for hands-on education on the newest techniques and trends. Beauty organizations offer a distinguished line-up of industry events dedicated to offering salon professionals at all career levels focused, relevant education to help them and the entire industry strive in today’s marketplace and prepare for tomorrow’s innovations. Besides the many beauty events happening year-round, web-based education has become a favorite among professionals from all beauty segments. Many industry organizations offer online education, including major manufacturers and associations, like PBA’s new BeautyU learning platform. This growing trend often offers professionals 24/7 access to education, such as marketing and business classes, and some of the biggest beauty icons from across the globe often lead sessions. Most importantly, never lose your footing as you set your sights on your beauty adventure. Stay committed to your career goals. Set new goals. Award yourself often for achieving those goals. Then set your sails, hang on and enjoy the ride. Steve Sleeper is the Executive Director of the Professional Beauty Association | National Cosmetology Association (PBA | NCA), a non-profit membership organization made up of beauty professionals, salons and spas, distributors, and manufacturers dedicated to improving their careers, individual businesses and the industry as a whole. For information, visit www.probeauty.org or call 1-800-468-2274.

14 | MARCH 2011 | NORTHWEST STYLIST & SALON

Renew Online Cosmetologist, Manicurist, Estheticians, Barbers, Instructors, Salon/Shops, Personal Services Operators, and Mobil Services Operators can renew licenses online. Watch for your Notice to Renew in the mail and if you are eligible, you will receive a password and the website address. Visa or MasterCard are required for online payment.

Check a License Status Online Always be sure that the person you’re hiring or doing business with is properly licensed. If you want to find out if a person or business has the proper license, you can search business and professional licenses on our website at https://fortress.wa.gov/dol/dolprod/bpdLicenseQuery/. You can also get information on: • If a person or business has a professional license. • If a business is licensed with a city or the state. • If your business or professional license is active. • When a business or professional license will expire. You can search by name, license number, type of license or location. The search will only provide information about business and professional licenses issued by the Department of Licensing. For information about licenses issued by other agencies, visit http://www.dol.wa.gov/listoflicenses.html. For a list of all licenses.

Advisory Board Meeting and Workshop Schedule Advisory Board meetings and Workshops schedule for 2011 are listed below: Please note – due to budget considerations we have moved to quarterly board meetings. • May 9, 2011, 9 a.m. • August 8, 2011, 9 a.m. • November 14, 2011, 9 a.m. Location: Department of Licensing, Room 209 405 Black Lake Blvd SE, Olympia WA

NOTICE:

Numbers In Style Dept. of Licensing Active Licenses Operators . . . . . . . . . . . . . . . . . 56,650 Personal Service . . . . . . . . . . . . . . . 238 Instructors . . . . . . . . . . . . . . . . . 1,375 Salons . . . . . . . . . . . . . . . . . . . 11,961 Schools . . . . . . . . . . . . . . . . . . . . . 85 Mobile Unit . . . . . . . . . . . . . . . . . . . 15

Visit our Website! www.dol.wa.gov/business/cosmetology For the most current information on the cosmetology program, visit our web site at www.dol.wa.gov/business/cosmetology. If you need to contact us, we can be reached at (360) 664-6626, or write to: Department of Licensing, Business and Profession Cosmetology Section, PO Box 9048, Olympia, Washington 98507

If you pay your license renewal fee through an automatic bill payer system please make sure that you include the code and license numbers with your payment so we can apply your payment properly.


NEW OPENING FOR STYLIST Lease offer available-come join us. Half price first month’s lease. We have a great atmosphere & provide lots of extras. Some clientele is preferred-Please call 360892-7171 or email sunrisesalontan@yahoo.com

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¤ SALON OPENINGS MOVE IN SPECIAL!!! A MATTER OF STYLE - TIGARD SEEKING PROFESSIONAL STYLIST Two stations available. Must have clientele. Full lease $450 ~ negotiable. Nice people to work with!! 11730 SW GREENBURG RD, TIGARD, OR 97223 ~ Please call (503)684-0575

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VERY WELL ESTABLISHED! CLASSY LASS SALON IN BATTLE GROUND, WA Chair available for full-time Stylist. Lots of parking and shopping. Call Joanie @ (360)687-4999 LAKE OSWEGO - WELL ESTABLISHED SALON LOOKING FOR LEASE STYLIST Experience required. Contact Manager, Shannon Fisher (503)6368758 picassoartisticsalon.com

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SALON BELLA-TIS Chic & friendly salon located in historic Tigard since 2002 is looking to add two full or part-time experienced Hairstylists to our team. Financial incentives for one year contract. Please contact Lizette (503)313-7859 or Wendy (503)784-4982

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STUDIO THIRTY seeks 1 more fantastic stylist to join our dedicated top salon in NE Portland! LEASE - 1/2 off First Month- 700.00 FT/450.00 PT. Solid Client Builder location at this urban modern salon. Stylist choice award winning Unite Products, option to Online Book, BackBar~ Minimum 2 years salon experience. Email resume / contact: kristenlee@studiothirtysalon.com

HIRING BONUS! Outgoing & motivated Hairstylists & Nail Tech with full clientele wanted for a commission position in our upscale salon in NW PDX. We are a Bumble & bumble salon with Jan Marini & Dermalogica skincare. Receptionist, laundry & backbar provided. Position is 55/45% commission - you get 55%, plus 15% for retail sales & 100% of your tips. Join our team and we will pay you an additional $1,000.00 as a hiring bonus! Bonus contingent upon clientele. Contact (503)227-7750 Resume & references required.

$

ORIGINAL HAIR STATION SALON IN TIGARD 30 years strong. Looking for two motivated Stylists to join our team. Part-time could be available. Sell your own retail. L’oreal professional salon with great education and career advancement. Great location with light - off Pacific Highway. John (503)260-8902 / (503)684 -1848

COVET SALON ~ STYLIST WANTED Your Talent, Experience, & Awesome Personality might be enough. If you’ve leased before that’s good, if you’re a licensed Aesthetician that’s even better! Lease rates are very competitive. Tiana 503-913-4114

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RARE OPENING AT AHEAD OF STYLE SALON IN HILLSBORO Now accepting resumes for lease position at Ahead of Style Salon (corner of West Union/ Cornelius Pass). We are a fun, professional salon that has been in business for 20 years. Full time $560 part time $350 Must have own clients. Lots of parking, sell own retail, natural lighting, lots of extras. Work in a great environment where we all get along. Please email resume to Aheadofstylesalon@gmail.com or stop by. Ask for Melinda or Erika. 21195 NW West Union Rd, Hillsboro OR (503) 629-6268.

STYLES AT HART ~ BEAVERTON / COOPER MT. ~ LARGE, SEMIPRIVATE STATION One full-time station available. Must see to appreciate. Must have client base. Call Alice (503)789-6364 or salon (503)591-1998

$

DON’T MISS THIS OPPORTUNITY Mr. Oscar’s of Portland is looking for a professional, motivated Hairstylist and Nail Technician to join our Paul Mitchell Focus Salon team. Established or just starting out. Call Marie @ (503)252-3433 www.mroscars.com

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UPSCALE GRESHAM SALON HAS HAIR STATIONS AVAILABLE ~ ONE MONTH FREE RENT Lease FT or PT. Good location with some walk-ins. Lease includes retail commission and towels. Must be experienced and professional with clientele. (971)533-4333

FULL-TIME HAIR STATION FOR LEASE Rare opening in Raleigh Hills salon. Must have clientele and be self-motivated. Join our fun, full service salon and grow your business! Call (503)939-0998 FREE TRIP TO MEXICO 5 stations for lease. $400 each. Sign a lease for 12 months and receive a free trip to Mexico. 3061 W 11th, Eugene Oregon. (503) 869-2926

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PRIVATE HAIR STATIONS AVAILABLE AT SHEARS AHEAD IN TIGARD Two full-time stations available (or one full-time and two part-time). Very accessible, between I-5 and 217. Sell own retail. Have clientele. First month 1/2 price. Call Jack (503)245-1381

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BEAVERTON ~ JEANNE SALON IS LOOKING FOR STYLISTS TO LEASE STATIONS Good location. Nice, clean salon. Sell your own retail. Must have clientele. Two months FREE rent. For information call Tony (503)848-3491

NORTHWEST STYLIST & SALON | MARCH 2011 | 15


GREAT OPPORTUNITY AT A CUT ABOVE IN ALBANY, OR Two full-time hair stations for lease. Salon established for 25 years. Located in strip mall on busy corner. High visibility. Come join our fun loving staff! Call (541)990-8466 or (541)928-6783, ask for Charlie. 28 YEARS AT THIS FANTASTIC LOCATION IN THE HEART OF SELLWOOD on 13th and Tacoma. Reflections Hair has openings available for lease Stylists . Salon has had total makeover. Lots of parking, Starbucks, Columbia Sportswear, Nu Seasons and plenty more surround us. Free week for vacation yearly, must have clientele, but we also have some walk-in business. Dave (503)239-7105 cell (503)680-6236 CEDAR MILL AREA ~ SEEKING HAIRSTYLISTS AND NAIL TECH One Hairstylist stations and one Nail Tech station available now! Full or Part time leases, very reasonable! Please call Robin @ Silhouette Hair Salon for more information (971)344-7917. CUTE AND COZY PRIVATE HAIR STUDIO IN HISTORIC DOWNTOWN GRESHAM Second Floor, fully equipped, air conditioning, private waiting area, abundant storage, retail shelves, large windows and more. Great for established Stylist. Lease rate $495 per month. Please Call Cliff 503-661-8888

DON’T MISS THIS OPPORTUNITY! Newly remodeled busy, well established Lake Oswego lease salon has a full time and part time hair station and one nail station available. Looking for motivated experienced people to join our talented team of professionals. The Ritz Salon offers full time receptionist and towel service. We retail Bumble and bumble, Pureology, Redken and offer continuing education for our stylists. Please call Becky @ 503697-7884 or 503-407-6680 HAIRSTYLIST WANTED FOR A WELLESTABLISHED SALON IN SOUTH SALEM Lease position at Chicago Hair Co., 130 Madrona SE, Salem, OR. (503)363-6933 or (503)910-0431 NEWLY REMODELED EUROPEAN BEAUTY SALON IN TIGARD On a busy corner by the light rail, good parking. Beautiful Italian décor. Five hair stations, one pedicure and two manicure stations. This is a turnkey opportunity for the right person. Only $1,900 per month for the space and all the equipment, 50% off first 2 months. Call Dave (503)747-5400 for more information or email to exdub@hotmail.com BRING YOUR GUESTS TO AN ESTABLISHED RESORT STYLE SALON IN BEAVERTON! Hair Station available $790 / month, clean and roomy salonspa with many amenities. Clientele recommended. Oregon’s Grand SalonSpa 503-644-2800

New and Improved!! Place Your Classified Online www.stylistnewspapers.com The Stylist Newspapers now offers a new and improved way to place and view classified ads specific to the beauty industry. When you place your ad it will appear immediately online for 30

DOSHA CLACKAMAS Opening Soon Now Hiring Stylists

Apply online at www.dosha.org or fax your resume to 503.294.6433 FULL-TIME HAIR STATION FOR LEASE AT IOLITE SALON IN THE PEARL DISTRICT We retail Bumble & Bumble, Phyto and Pureology products. We provide full-time receptionist. Call (503)267-9492 GREAT EXISTING SALON SPACE AVAILABLE ON PORTLAND’S NE 82ND AVENUE Salon SoTani on 1120 NE 82nd Avenue has lost their lease and the space is available for a new tenant. Call Richard Freimark 503539-0771 for details and a tour. BEAVERTON ~ SALON VU MICHE ~ STATIONS AVAILABLE FOR LEASE ~ GREAT LOCATION Busy traffic. Full-time, part-time Hair, Nail & Facial spaces available. Bright salon, plenty of parking. Call Laci or Tammy (503)614-1831

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STATION FOR LEASE!!! Salon NinetyNine has a station available for lease! We are open to one full time stylist or two part time stylists. F/T $605~ P/T $350. Our salon is just over two years old and beautiful. We are located in the same center as CosmoProf Beauty Supply on the corner or SE 99th Burnside. The salon offers a receptionist and a supplied back bar. Come check us out. Talk to Summer or Debbie. (503)501-5199.

VANCOUVER ~ BEAUTIFUL SALON MOXIE IS SEEKING AN ADDITIONAL HAIRSTYLIST & 2ND NAIL TECHNICIAN We are located on the busy corner of 11th and Main Downtown Vancouver. Learn more about us at www.salonmoxie.vpweb.com

SALARY / COMMISSION

days and will also run in the next available monthly printed issue.

RAIN SALON IN BEAVERTON IS SEEKING EXPERIENCED STYLISTS High commission, full medical and dental benefits, product commission. Full and parttime available. Call (503)579-1500

H visit www.stylistnewspapers.com to place your ad today!

16 | MARCH 2011 | NORTHWEST STYLIST & SALON

STYLISTS & SALON MANAGEMENT needed for fast-paced hair salons in Medford, Grants Pass, & Klamath Falls. Hourly wage, bonus, commission, benefits, paid advanced training, clientele provided (541)891-2811

DISTRIBUTOR OF CERTIFIED ORGANIC HAIR CARE LINE LOOKING FOR SALES REPS Part-time / Full-time positions available. Sales experience helpful but not required. Pay Weekly, small gas allowance. Reps needed for Beaverton, Northwest PDX, Salem & Vancouver. Contact Michelle @ 503-754-1743

Sell Organic! So.Cap. Pacific Northwest Beauty Supplies is looking for a salesperson to promote and sell All-Nutrient Certifiably Organic Hair Color to salons in the Seattle area. Requirements: experience in the beauty industry, computer literate, team player, self motivated, management skills a plus.

Send Resume to dana@socapnw.com

WANTED BARBER NEEDED IN DRAIN AND YONCALLA ~ GROWING COMMUNITY OF SISTER CITIES North Douglas County, Oregon. Need a local barber. Call Amy at (530)5214191 or email: alukens@yoncalla.net

SHOPS FOR SALE NORTH SEATTLE HAIR SALON FOR SALE Same location for 20 years. Seven stations / two tanning beds. Five Stylists who would like to stay. Great location. Great potential. $13,000. Call for more information. (206)930-8470 or (206)783-1284

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GRANTS PASS, OR ~ SALON FOR SALE Three stations, 600 sq.ft. Good location in shopping plaza with parking. Established 15 years. Great opportunity. Asking $12,500 OBO. Call (541)660-6984 NW NAIL SALON NW Portland ~ One person nail salon for sale. Includes furnishings and some supplies. Located on 17th between NW Quimby and Raleigh in an Activspace office building. One parking spot available with on street parking for clients. Some clientele following possible. $3500.00 OBO Pictures upon request. Call Kendra @ 503-740-7068. GREAT NE PORTLAND LOCATION 20 years in same location. Eight stations, one pedicure spa, one mani. Five part-time, one full-time will stay. $10,000 OBO. Call for more information (503)253-1879 or (503)201-7341 SKINCARE BUSINESS FOR SALE ~ PRIVATE SKINCARE STUDIO IN QUIET NW PORTLAND AREA Looking for experienced Esthetician to take in great clients, in a very nice room. Private parking space, will train. Please email: bgrtfl@gmail.com


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USED EQUIPMENT WOLFF TANNING BEDS Two Model Bellarium S. Sundash, 24 Bulb, 120 Watt, Commercial Tanning Beds with Timers. Little time on them, $1100.00 each or two for $2000.00. Call 360-892-5120. GREAT BARGAINS!! Three Blue Belevedere wet units with mirrors, china sinks, all purpose chairs - $700 each. Four dryer chairs with motors - $50 each. Desk - $150. Available April 15. Call 541-996-2444 BELLA MICRODERMABRASION MACHINE Model: Bella Micro ~ Excellent condition! I paid $7000 new and am only asking $2000. Please email me if interested at jgiacci@gmail.com

NEW EQUIPMENT ELEGANT NAIL SUPPLY: We wholesale and retail New & Used Salon Equipment, Salon Furniture and all brand-name products OPI, IBD, Gena, Creative, LaPalm… We offer online continuing education. Please visit our website for more information: W W W. E L E GA N T N A I L S U P P LY. C O M Phone: (937)258-0608 or 1-888-308-6308

PROFITABLE SIDELINES MAKE A SMART START IN 2011 WITH INCOME PRODUCING MARKETING TOOLS & PRODUCTS Video Email, Web Show, Natural & Organic Skin Care more. Browse www.altogether.biz click ‘Salons’. www.powerofvideo.com

EDUCATION

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LEARN NEW TECHNIQUES THROUGH DVD’S - FREE CATALOG Hair cutting & styling, clipper & razor cutting, hair coloring, wedding styles & updo’s, makeup, facials, manicures and pedicures, waxing & hair removal, massage, and spa & body treatments. 800-414-2434 www.VideoShelf.com

MISCELLANEOUS WWW.TERRYBINNSCATALOG.COM or 800-909-7546 Dr. Belter, Moor Spa, Cell Renew, The Derm Mask, Cirepil, Escentials, Satin Smooth, Gigi, Clean & Easy, Bombshell, Soothing Touch, Therapro, Lotus Touch, Sacred Earth, Intrinsics, Miss Webril & a variety of other top quality spa products. * FREE SHIPPING* Enter to win our monthly drawing for free spa products. No purchase required.

BUSINESS OPPORTUNITIES

MAKE $100 PER HOUR SHARPENING SCISSORS AND CLIPPERS. I will beat anybody’s price on any equipment and training. (408)439-9161

SERVICES

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SHEARS SHARPENED Factory trained and certified Master Sharpener. On site service available in and around Portland, OR. Next day turn around by mail. (360)5219967 or bjsrapidedge.com Visa / Mastercard MASTER SHARPENING SERVICE WITH JAPANESE SHARPENING TECHNIQUE Onsite service or by mail. Distributor for Hikari, Kasho, Nakahara and COBO. Call Alex at (503)888-3906 or email: theshearsguyalex@yahoo.com

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www.stylistnewspapers.com NORTHWEST STYLIST & SALON | MARCH 2011 | 17


Leadership Levels of a Stylist Off The Top Kimberly Johnson

Strong leadership can do so many positive things for an organization, and can often turn mediocre teams into great teams. Studying and utilizing tools to help managers expand into higher levels of leadership is important. When one hears the word leadership, one tends to think of those leaders who carry the typical titles of manager, key holder, director, etc. However, I believe as stylists you must learn the levels of leadership and learn how to “lead” your customers in order to build your business. I have taken the five levels of leadership in management and transferred the concept into Five Leadership Levels of a Stylist. Level One -- Position (Because I Am a Stylist) The stylist starts their career with position leadership due to certification: “I am a Certified Cosmetologist; therefore, I know all about hair.” This is the basic, entry-level stage of leadership. The only influence you have as a stylist comes with this first title. For example, a parent tells a child to do something that the child does not want to do. The child asks the parent, “Why?” and the parent replies, “Because I am the parent, that’s why.” Of course, this entry-level leadership works only to a certain extent. If you stay at this level, your success will be finite — you will not develop yourself or build your business. Level Two -- Relationship (Let’s be Friends) The next level of leadership is attained through interpersonal relationships. Many friendships bloom in this leadership stage. This is where customers say, “I will support you because I like you and you seem to care about me.” This stage has many feel-good qualities, but if a stylist is stuck here, their leadership becomes based more on relationships than the services provided. Hence, this can lead their customer into boredom, uninspired hair, and ultimately leaving your service to find another.

Level Three -- Production (Only I Can Do this for You) The third level of leadership happens when the stylist leads by delivering superior technical results. The stylist has “done it” and can “walk the walk” (or in the styling world, “cut the cut”). A stylist may feel unstoppable and strong with their technical ability, but they must enjoy this level of leadership and success without becoming trapped. If a stylist stops here, they might begin to lose their focus on guest service. They may inadvertently “expect” the guest to be satisfied due to their consistent technical results. Level Four -- Consultation (Hear and Provide a Solution) The fourth level of leadership is one to celebrate. The stylist is so comfortable with their technical and customer service skills that they are now able to hear a client’s need and provide a solution to meet the client’s short and long-term goals. Selfless recommendations are dominant during this stage and given with great intent. The stylist has evolved to merge technical skill, customer service, and their ability to influence a customer for a winwin solution every time. Level Five -- Iconic This is the final stage of leadership and one that, unfortunately many do not reach. A stylist at this level is able to lead by expertise in their knowledge, their craft, and their inspiration. This person is sought after because of the difference they make in peoples lives, whether as masters in education, global artists, creative directors, etc. People follow these leaders because of who they are and what they represent. Only the few leaders who have spent years growing themselves make it to this step, and those who do are bigger than life. I hope you have enjoyed the Five Leadership Levels of a Stylist. Please feel free to write me with your thoughts on these topics, as I look forward to delving into each level in more detail throughout the year. Kimberly Johnson is a successful Cosmetology School owner in Portland, Oregon.  In addition, she serves as Director of Business Development, overseeing a local 12 million dollar salon spa operation with 250 employees with four locations.  To reach Kimberly email her at kimberly@avedapdx.com.

MARCH 2011 PP 12-14: America’s Beauty Show, Chicago, IL 1-800-883-7808 www.americasbeautyshow.com PP 13: American Board of Certified Haircolorist Exam, Chicago, IL www.haircolorist.com PP 13: CCA & CCA Central District Symposium Day of Education & Competition, Santa Nella, CA www.the-cca.com PP 13: Salon Services presents Kevin Murphy: Rock the Runway, Renton, WA www.salonservicesnw.com PP 13-14: ABA Canada, Montreal, Quebec www.abacanada.com PP 13-14: The Intl. Congress of Esthetics and Spa, Arlington, Texas 1-800-471-0229 www.LNEONLINE.com PP 18-20: Beauty International’s Worldwide Leading Trade Fair for Professional Cosmetics, Nail, Foot and Wellness Professionals, Düsseldorf, Germany (312)781-5180 www.mdna.com PP 18-21: Cosmoprof Bologna, Italy www.cosmoprof.com PP 20: Sorme Treatment Cosmetics Makeup Workshop at the Maxwell Hotel, Seattle, WA www.sormeworkshops.com PP 20: Milagros SalonSpa & Lisa Vann & Friends present Celebrity Stylist Derrick Scurry Hands On Workshop & Show, Seattle, WA (206)441-5511 www.milagrossalonspa.com PP 20-21: Spectrum International Beauty Expo, Los Angeles, CA (310)680-7367 www.sibe.us PP 21: Neil Ducoff’s No Compromise Leadership Workshop hosted by Bellevue Club, Bellevue, WA strategies.com 1-800-417-4848 PP 26-28: Midwest International Salon & Spa Expo, Rosemont, IL probeauty.org/ISSE PP 27: Neil Ducoff’s No Compromise Leadership Workshop, Frederick, MD strategies.com 1-800-417-4848 PP 27-28: ABA Canada, Toronto, Ontario www.abacanada.com

APRIL 2011 PP 2-4: ProKnowledge Workshop by Day Spa Association, Nashville, TN www.proknowledgeworkshops.com 1-877-851-8998

PP 3-4: The Intl Congress of Esthetics and Spa, Miami Beach,

Florida 1-800-471-0229 www.LNEONLINE.com PP 9-10: Peel’s Spring Show, Council Bluffs, IA www.peels.com PP 10: American Board of Certified Haircolorist Exam, Denver, CO www.haircolorist.com PP 10: Neil Ducoff’s No Compromise Leadership Workshop, Vancouver, BC strategies.com 1-800-417-4848 PP 10: The Wax Show by Smooth Skin Supply, Sacramento, CA www.ssmoothskinsupply.com PP 10-11: BSG Barnum presents Evolve. The Art of Hair, Sandusky, OH www.cosmoprofbeauty.com 1-800-362-3186

MARCH 2011 PP Fast Application Fusion Method Extensions, Classes Every Monday. Call for information (360)420-6939 PP 21: Ed Wyse Beauty Supply presents EZFlow Master Artist Design Nails Hands-On Acrylic Class, Spokane, WA; Uspa Concept Facial Education, Beaverton, OR www.edwyse.com PP 21: Salon Services presents Kim Vo Glazification, Renton, WA & Best of Blonding, Portland, OR www.salonservicesnw.com PP 21: Maly’s Redken Art of Consultation, Beaverton www.malys.com PP 27-28: Steps Above Reflexology Designed for the Cosmetologist, McMinnville, OR (503)583-5944 or www.stepsabove.org PP 27-30: Salon Services presents Davines Train the Trainer, Renton, WA www.salonservicesnw.com PP 28: Ed Wyse Beauty Supply presents Reese Robert Deluxe Eyelash Extension Training, Seattle, WA; Satin Smooth Full Body 102 Waxing Workshop, Bellevue, WA & OPI Axxium Soak-Off Gel Lacquer FREE DEMOS, Tacoma & Renton, WA www.edwyse.com PP 28: Salon Services presents Marcia Teixeira Smoothing Demo, Spokane, WA www.salonservicesnw.com PP 28: Maly’s presents Redken Color Collection, Medford, OR www.malys.com

APRIL 2011 PP 3: Ed Wyse Beauty Supply presents label.m Product Knowledge

+ Basic Styling, Beaverton, OR; Babe Hands-On Hair Extension Class, Spokane, WA www.edwyse.com PP 4: Salon Services presents Youngblood Bridal Workshop, Renton; Davines Cutting Collections Demo and Workshop, Portland, OR www.salonservicesnw.com

PP 10-11: Cosmoprof’s 64th Annual Spring Style Show, San Jose, CA www.springstyleshow.net PP 10-11: High Road to Education, Buffalo, NY www.thehrte.com PP 10-11: ABA Canada, Winnipeg, Manitoba www.abacanada.com PP 11: Beauty School Forum, Barristar Productions, Phoenix, AZ www.barristar.com 800 SHOW-432 PP 17-18: BSG Cosmoprof Beauty presents Seattle Fashion Focus, Seattle, WA www.fashion-focus.net PP 17-18: Intercoiffure Symposium, Miami, FL www.intercoiffure.us PP 17-18: ABA Canada, Vancouver, BC www.abacanada.com PP 24: Sorme Treatment Cosmetics Makeup Workshop at the Holiday Inn: Soho, New York City, NY www.sormeworkshops.com PP 29-5/2: Electrologists’ Ass. of California State Symposium aboard Carnival Cruise Ship 860-678-1972 Email: donna.crump@snet.net

MAY 2011 PP 1-2: ABA Canada, Edmonton, Alberta www.abacanada.com PP 8-9: Beauty School Forum, Barristar Productions, Anaheim, CA

www.barristar.com 800 SHOW-432 PP 15: California Cosmetology Ass. COSMO EXPO SHOW with Student Competition, Winn River Casino, Redding,CA www.the-cca.com PP 15-16: Galveston Fashion Focus, TX www.armstrongmccall.com PP 15-16: The Makeup Show NYC, www.themakeupshow.com PP 16: Neil Ducoff’s No Compromise Leadership Workshop, Cleveland, OH strategies.com 1-800-417-4848 PP 22: Beauty School Forum, Barristar Productions, Minneapolis, MN www.barristar.com 800 SHOW-432 PP 22: Sorme Treatment Cosmetics Makeup Workshop at the Riverwalk Plaza, San Antonio, TX www.sormeworkshops.com

JUNE 2011 PP 5-6: Premiere Orlando International Beauty Event & Premiere

DAYSPA conference, Orlando, FL www.premiereshows.com PP 12-13: Texas Intl Hair Show, Dallas, TX www.texashairshows.com PP 12-13: The Makeup Show Chicago www.themakeupshow.com PP 16-18: BeautyEurasia by Cosmoprof Worldwide, Istanbul, Turkey, www.beautyeurasia.com PP 17: Neil Ducoff’s No Compromise Leadership Workshop, Sacramento, CA strategies.com 1-800-417-4848 PP 18-20: International Esthetics, Cosmetics and Spa Conference IECSC Las Vegas, NV www.iecsc.com PP 18-20: IBS Las Vegas, Las Vegas, NV www.ibslasvegas.com PP 26-27: Nail Tech Networking Event of the Smokies, Gatlinburg, TN anna@nailtek.com or call 630-761-3135 PP 28-29: Spa & Resort / Medical Aesthetics Expo & Conference, New York City, NY www.spaandresortexpo.com

PP 4: Ed Wyse Beauty Supply presents CND GET SHELLACKED! FREE DEMOS, Kennewick, WA; Babe Hands-On Hair Extension Class, Beaverton, OR; clean+easy Facial Waxing Workshop, Bellingham, WA; label.m Product Knowledge + Basic Styling, Seattle, WA www.edwyse.com PP 4: Maly’s presents Mirabella Bridal, Portland, OR www.malys.com PP 5: Ed Wyse Beauty Supply presents label.m In-Salon Product Expert Training + Ambassador ScoutingClass, Seattle, WA www.edwyse.com PP 10: Salon Services presents Guest Speaker Dr. Diana Howard: Fact, Fiction or Fantasy, Portland, OR; Keune Advanced Color Placement, Tacoma, WA www.salonservicesnw.com PP 10-11: Steps Above Reflexology Designed for the Cosmetologist, McMinnville, OR (503)583-5944 or www.stepsabove.org PP 11: Salon Services presents Guest Speaker Dr. Diana Howard: Fact, Fiction or Fantasy, Renton, WA; Youngblood Bridal Workshop, Spokane, WA www.salonservicesnw.com PP 11: Maly’s presents Framesi Hair Pigment Art Series Reds, Medford, OR www.malys.com PP 11: Ed Wyse Beauty Supply presents OPI Axxium Soak-Off Gel Lacquer FREE DEMOS, Bellevue & Redmond, WA www.edwyse.com PP 18: Salon Services presents Marcia Train the Trainer, Renton, WA; Youngblood Bridal Workshop, Spokane, WA www.salonservicesnw.com PP 18: Maly’s presents Framesi Hair Pigment Art Series Reds, Beaverton, OR; PureOlogist Certification, Clackamas, OR www.malys.com PP 25: Ed Wyse Beauty Supply presents CND GET SHELLACKED! FREE DEMOS, Everett & Bellingham, WA www.edwyse.com

MAY 2011 PP 1: Beauty Bros presents Colour Hair Care Level I Hands on Cutting

Class, Salem, OR (541)-451-BROS

Educational events are listed free as space allows. To have your event listed, please email to lisa@stylistnewspapers.com or mail to Stylist Newspapers, 1750 SW Skyline Blvd. #24, Portland, OR 97221. For more information call (503) 297-7010 x204. 18 | MARCH 2011 | NORTHWEST STYLIST & SALON


WHAT’S NEW IN THE MARKET 1. 100% Vegan Healthy Smoothing Option

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Zerran International, the vegan hair care innovator, marks 25 years in the pro beauty and salon industry with its launch of RealLisse™, the world’s first 100 percent vegan semi-permanent hair smoothing system. Patent protected, this salon-only product contains no keratin, absolutely no “hydes” by any name, or any substance that produces formaldehyde gas upon heating with a flatiron. No masks or scalp balms. No special venting required. No fumes. No harsh chemicals. The pH balanced, heat activated formula introduces vegan proteins to the hair shaft, eliminating frizz, reducing unwanted curl and unruly volume. Hair will have natural body, movement and be responsive to thermal curling. Treatment effects last two to four months, depending upon client variables. Trial and standard kits, backbar products and a full suite of client aftercare products are available. To view a step-by-step video or get more info, go to zerran.com or call 1-800- 626-1921.

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2. Wake Me Up and Keep Me Awake With low pH, no sulfates and no parabens, Wake Me Up Shampoo and Keep Me Awake Conditioner, from JKS International, leaves the hair and skin feeling soft and smooth and is safe for color-treated hair. Containing three exotic herbs and selective scents to completely relax the body, Wake Me Up Shampoo and Keep Me Awake Conditioner can also be used as a sensual body wash and body conditioner. The effect is a warm, full-body relaxation that gradually builds which just might leave you infatuated with the product line. For more information visit www.jksusapro.com or call 1-877-557-8722.

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3. Milano Collection Premium Quality Wigs Until recently, wigs were worn mainly by entertainers, medical patients and women with thinning hair. Today, however, wigs are becoming more mainstream, and one company is ready to meet the increased consumer demand. Milano Collection Wigs, a Los Angeles based manufacturer of premium quality European hair wigs, knows wigs are a popular option for diversifying hair styles and or color without expensive extensions and weaves. They are also an ideal solution for thinning hair, alopecia and chemotherapy patients. “I discovered Milano Wigs when responding to my clients.” said Katherine Shaffer, a Los Angeles stylist. “Several of my clients vented to me about needing a better solution for their hair. Some for medical reasons and others simply because they couldn’t get the look they wanted from their own hair”. Shaffer is part of a growing trend of salons that offer high end wigs to their clients. “Salons are fast becoming a destination point for customers seeking premium quality wigs” says Founder, Yitzy Geisinsky. “Customers love it because they have a trusted source, and salons love it because wigs represent an added revenue source,” he adds. The company recently introduced the “Freedom Cap” design (patent-pending) that enables their wigs to be worn without clips, combs or messy glues. The Freedom Cap is constructed from a unique fiber that fastens securely to hair or scalp, a godsend for any wig wearer. Milano Collection’s products are available online at www.MCwigs.com or by calling (323) 657-WIGS.

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4. A Curiously Addictive, Habit-Forming Hair Fix Crack by ProLocks, is a unique multi-tasking leave-in treatment and styling aid in one, that instantly and effectively transforms keratin-depleted, stressed, frizzy hair to a sleek, smooth and shiny dimension. Highly sophisticated micro proteins and power peptides, found in Hydrolized Wheat Protein, instantly infuse deep into the hair cuticle and encase the hair follicle to promote healing. By blocking the effects of humidity, Crack can eliminate up to 95% frizz and curl, leaving hair smooth, shiny and luxurious. Instantly penetrating deep into the hair cortex, Crack will strengthen, repair and protect stressed, dry and mature hair from the inside out. Crack also provides a barrier from heat and thermal styling while adding shine and slip without making hair greasy. Crack is available in the Northwest through SoCap Northwest at 1-888-262-7020, (509)465-4795 or www.socapnw.com. For more information visit www.prolocksusa.com or call 1-800-645-1616.

5. Two New Collections from Color Club Color Club, by Forsyth Cosmetic Group, introduces two new collections. Alter Ego, their latest collection of diverse, long-lasting lacquers, lets you create high-fashion looks for every identity. Go incognito with opaque shades or rendezvous in full view with our sheers. Sparkle with Starry Temptress, an otherworldly collection of star-making shades that brings bold color and glitter detail together. Brush on Color Club’s Starry Temptress Topcoat for mega-shine and twinkle! Forsythe is not only renowned for its exceptionally safe products made with the best raw materials but also for its long list of industry firsts including fast drying nail polish, the nail polish corrector pen, UV top coat and spray Silica nail dryers, to name a just few. Today, Forsythe continues to produce such highperformance brands such as Color Club and Art Club, two of the fasting growing brands in the industry. Forsythe is also a leader in Private Label cosmetics. For more information visit www.cosmeticgroup.com or call 1-800-221-8080.

Have your product considered for the Stylist & Salon’s What’s New section. Send press releases with a photo to Managing Editor Lisa Kind at editor@stylistnewspapers.com or mail to Stylist & Salon Newspapers, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221. NORTHWEST STYLIST & SALON | MARCH 2011 | 19


Pure Aloe Vera

Buy Northwest Buy Quality

March can be the most

profitable month of the year if salons promote

Set-N-Me-Free

Aloe Vera Company

Body Wrapping Treatments. Creative Facial Products

Cleansers Toners Moisturizers Enzyme Masks Fruit Masks Garden Masks Protein Masks Lots of recipes to use!

U-Mix-It-Fresh

Body Wrap in Salon

19220 SE Stark Portland, OR 97233

#1 After Waxing Gel Aloe Comfrey Gel Apply after wax treatment Client applies twice daily for 5 days - No ingrown hairs.

Toxin Cleanse 4-15” Lost Skin Toning & Firming Stress Relief & Relaxing Fibromyalgia

Order Desk

800-221-9727 503-666-9661 Join Us in Las Vegas

Pretty Feet!!

Body Wrapping Seminar:

Aloe Foot & Callus Rub Cuticle Aid Aloe Comfrey Gel Nickel-Plated Foot File Aloe Heat Crème

Monday March 21st, 2011 9 am - 2 pm Pre-registration is required Call 503-666-9661

Aloe Herb Solutions

Body Wrap for:

Buy Online!

Specialty Products Aloe Body Wash Lavender Spa Bath Aloe Jojoba Shampoo & Conditioner Aloe Mist - Honey Butter Aloe Vera Liquid - Aloe Stic

Esthetique Spa International

April 17-18th, 2011

The Venetian/Sands Expo Hall A 3355 Las Vegas Blvd. South Las Vegas, NV 89109

Demonstrations at our Booth 927 all day Sunday & Monday

Call 800-221-9727

Video Clips at: www.set-n-me-free.com

Northwest Stylist - March 2011 - Your First Year  

The Northwest Stylist is a regional trade newspaper for the beauty industry for Oregon and Washington. The focus of the newspaper is the bus...

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