Next Big Thing. The. for Salons After 28 Weeks. Capturing the Male Clientele. Lasers. Salon. Beauty Business Buzz Charlene Abretske.

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3 Capturing the Male Clientele Beauty Business Buzz Charlene Abretske Traditionally, the salon or spa has not been a likely locale to spot the male animal. For decades, men s definition of looking good consisted of following only basic grooming rituals: regular hair trims, shaving and making sure to trim hair off the back of the neck, nose and ears. It seems that even the use of aftershave and cologne was considered seriously advanced grooming until the 80s or 90s. In the beauty industry, male-marketed products are one of the fastest growing sectors hitting the stores, beginning with hair, branching out to skincare and now cosmetics with men in mind. How do you tap into the other half of the beauty population? Everyone has a few male clients and you have probably noticed they tend to be very loyal, easy to get along with and open to your suggestions on product. Why wouldn t we want more of them as clients? As technicians, we have been catering mainly to women in terms of cutting, coloring and styling. Why is that? A very basic difference present in men and women goes back to our ancient ancestors. Men were hunters and valued for what they brought back to the group, their value going down when they did not bring back a big score after a hunting expedition. Their place as a provider in the tribe was dependent on what they could produce. Women were gatherers and valued for knowing their geographic area like the back of their hand, including knowing which plants were producing fruits or edibles for sustenance. By being aware of their surroundings, they increased their value by knowing where and when to gather the best items needed without depleting their resources. What does this mean for the men and women of today? Simply put, it means women shop around and men purchase. Most men do not want to spend the day looking around at the mall for items they have no intention of purchasing; this would be frustrating for them. On the other hand, many women enjoy window shopping, often considering it a favorite pastime. Can you notice the difference? My anthropology lesson is officially over. So how do we get more male clients who are willing to spend more on grooming into our salons and spas? Here are some places to start: Get technical. Most of our technical training that is done with models consists of using young women as those models. What about actually practicing cutting, color, skincare, etc on our men to see what they think. Go to the salon young man. Young men in the age range of spend eight billion dollars (yes with a b ) on beauty care items per year. Targeting this group of young single men is a great way to boost your revenue. If they are single, they spend about 40 percent more in products and services than their married counterparts. Refer a friend. Men don t normally want to go to the same stylist as the woman in their life does. If a stylist makes them feel confident with their appearance, they are likely to sing your praises to their friends. Start asking for referrals from your best male clients. Science is golden. The beauty industry thrives on scientific development. Men are more likely to want to listen and understand why something works. This is an excellent opportunity for you to show off your knowledge on products and technical advancements, often leading to a sale. Cater to the masculine. If you want a larger male clientèle, you have to make accommodations to appeal to men or women in your salon or spa decor and surroundings. Proof is in the packaging. I came home with male-geared pomade with masculine packaging; my very un-metro-sexual husband used every iota of the substance in the container, and asked me to purchase more. When I tried to give him the products I use on a regular basis that would be comparable, he wouldn t have anything to do with them. He reasoned that the male product was formulated for men, and remains very loyal to it. Have the ladies help you out. Not all men are ready to go to a salon regularly and you may have or work in a salon that wants to cater to women only. In these situations, make sure you carry some popular male products; after all women do gather items they feel are useful for their loved ones. Give your female clients recommendations, and make them aware of products for everyone in their family, not just for them. Change your consultation. Do not ask a man what would make him feel more beautiful, sexy or hot. You may get some odd reactions. Men like to have a problem solved and have some pampering; they do not want to go into abstract or subjective ideas. Keep it simple, and keep focused on the value. Men make great clients and they have proven they care more now about their appearance than ever. Capture them easily by giving them great customer service, providing fantastic products and making them feel welcome. Charlene Abretske is a business advisor with YBNLive and supports salons and spas with growing their businesses through on-demand back office tools designed for beauty professionals. For more information call (888) or charlene@ybnlive.com. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at The Next Big Thing Introducing Salon Lasers Premiere Before Laser After 7 Weeks for Salons After 28 Weeks You can own the new Premiere professional Hair Enhancement Laser for just $3,995. This includes all equipment, training and materials you need to take advantage of this exciting new opportunity. Financing is available for qualified buyers. For more information call (866) or visit our web site: Salon Lasers Better hair from the power of light OHIO STYLIST & SALON JULY 2010

4 In this issue Is the Year of the Beard by Paul Kaniewski Blue Highways Whether the fashion demands of the male client base are classic, contemporary or fashion forward, all we have to do is make sure we are continually aware of the opportunities to serve our male clientèle, thus growing our business through Manpower. The Nail Extension Like women, men have nails; granted, they may be neglected or abused, but their condition only justifies the need for professional nail care. Nail professionals should consider how well their salons meet the needs of their male clients. Esthetic Endeavors Whether your full focus is on attracting male clients, or just on servicing those referred from your female customers, male clients can be a valuable asset to your practice; meet their needs and they can be the most loyal clients out there. Beauty Business Buzz The Year of the Beard Building the Men s Business Blue Highways The Nail Extension Esthetic Endeavors Better Business Ohio Cosmetology News Classifieds The Mane Objective Calendar What s New in the Market On the cover... Eufora HERO for Men Eufora Launches a New Brand of Men s Products Specially Formulated for Men s Hair, Scalp and Skin Health to Nurture the HERO Within Every Man. Eufora has introduced the Men s Team, a select group of high-caliber educators chosen to provide exceptional men s haircutting, styling, and business education via YOU School Advanced Academies, insalon education and local market shows. They are highly trained not only in the technical aspects of men s cutting techniques and classic barbering skills, but also in the history and theory of men s cutting. Each Men s Team event will incorporate proven business strategies to attract and retain a loyal male clientele. From George Clooney s close-cropped salt-and-pepper stubble, to Brad Pitt s wild whiskers, facial hair is making a come-back in a big way. Until recently, men with beards have had few choices when it comes to salon services and products. Clean-shaven men can go to a local barbershop (and more recently to high-end men s grooming salons), to have their facial hair taken off with a hot towel treatment and a straight razor shave. There they can relax, be pampered and perhaps purchase a shaving cream or shave kit for touchups at home. For men with beards, the grooming option is often reduced to a trim at the kitchen sink with a pair of manicure scissors. For barbers and stylists, the current beard trends and the lack of services and products provides a real opportunity to reach out to men and generate more business. At Truman s Gentlemen s Groomers in New York City, which provides men with classic services such as shaves and shoe shines, there are a number of options for men with facial hair. Truman s has offered beard shaping, moustache trims and neck shaves to men since they first opened their doors four years ago. Recently they ve seen an increase in both men with facial hair and beard shaping. We re seeing more men with beards. Right now, there s a lot of interest in beard shaping and old school styles, like goatees and Van Dykes [a goatee-moustache combination] said Garrett Pike, a barber at Truman s. There are more men with beards, but there are also men who have always had beards and who are taking more pride in them and in their appearance overall. If they didn t come to us, they might be taking care of their beards at home. One misconception many people have is that men with beards just let them grow -- no maintenance required, but that is far from the truth. Most men with beards are taking care of them on a regular basis, whether it s with daily neck shaves or a pass with clippers every few days. Exemplifying the pride that many men have for their beards is the proliferation of beard websites and online beard trimming tutorials. YouTube, for example, has over 500 clips dedicated to beard trims, and hundreds of other videos showing how to care for goatees and moustaches. Websites such as BeardLife hold beard contests and allow readers to submit pictures and comments about facial hair. A barbershop or salon can easily integrate facial hair services and products into their existing menu. For salons that already offer shave services, the transition to the beard is an easy one. In place of a full shave, offer a neck shave, beard wash and beard shaping session to provide the hot towel experience to men who do not wish to part with their beards. We have a lot of men that come in for a combination, where they re getting a beard trim and also a shave, noted Pike. A good shave to the neck and cheeks can help define the beard. For salons with hair services only, a beard shaping can be a great add-on service to a man s haircut. Truman s offers a beard trim with clipper services and beard shaping for $30. For other ideas, just look to the world of hair care. Beard hair tends to be coarse, so one option is to provide a conditioner to help soften hair and provide shine. Many men with beards are familiar with color treatments (just look at the success of Just for Men ), so beard coloring options may be just the thing for a man who wants to get out the gray. A good facial massage and beard wash can combat stress. Salons and barbershops can increase the potential for retail sales by using products designed specifically for the beard. These products can be used for treatments and then offered for sale to customers. This increased potential for retail sales is a fairly new opportunity for barbershops and salons. Until recently, there were no products for the beard available in the marketplace. Barbershops and salons offering beard services had to rely on hair shampoos, with mixed results. Since the skin under facial hair is even more sensitive than the skin on the scalp, this can lead to irritation, rash and itchiness. Fortunately, the interest in beard grooming has helped spur new product innovation, and there are now many product choices for individuals or salons looking to offer beard services. Paul Kaniewski is the co-founder of Bluebeards Original Beard Products, a company dedicated to providing high-quality products to men with facial hair. He can be reached at paul@bluebeardsoriginal.com. For information about Bluebeards Original products, please visit the website, or contact the company at wholesale@ bluebeardsoriginal.com. Ohio Stylist & Salon Volume 11, Number 7, Issue 127 July 15 - August 15, 2010 Published monthly by Holland Graphics, Inc SW Skyline Blvd., Suite 24 Portland OR Toll-free (888) or (503) Fax (503) editor@stylistnewspapers.com Web site: Publisher Holland Graphics, Inc. Managing Editor Lisa Kind Production Manager Joel Holland Advertising Director Marcy Avenson Art Director Erica Gibson Classified Sales Kelly Smith Contributing Writers: Judy Culp, Jerry Tyler, Jaime Schrabek, Charlene Abretske, Neil Ducoff, Marco Pelusi, Paul Kaniewski, Joe Duross Ohio State Board of Cosmetology Kevin L. Miller, Executive Director OHIO STYLIST & SALON is mailed free of charge to licensed salons, booth renters and beauty schools in Ohio. 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 2010 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 Ohio State Board of Cosmetology. Publication of advertising contained herein does not constitute endorsement. Columns are the opinions of the writers and not those of the publisher. Ohio 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 Ohio Stylist & Salon shall be entitled to recover attorney fees and costs incurred. ADDITIONAL OR OUT-OF-STATE SUBSCRIP- TIONS: For a one year subscription, send name, address and zip with check for $20 payable to HOL- LAND GRAPHICS, INC. to Subscriptions, Ohio Stylist & Salon, 1750 SW Skyline Blvd., Suite 24, Portland, OR Address changes require old mailing label. JULY 2010 OHIO STYLIST & SALON

5 premiere October 3-4 Taking Beauty to the Next Level hair photo: keune nails dayspa business photo: John Paul Mitchell Systems photo: dashing diva Register on or before September 3 rd for a $20 Savings. For more information and to register, visit or call Follow us on: Greater Columbus Convention Center Columbus, Ohio Beauty Industry Professionals Only

6 Building the Men s Business The Guide to Increasing and Retaining Satisfied Male Clientele by Steve Duross Build your men s business; we hear it all the time. What does it really mean? Maybe you think your business is doing just fine. Maybe you think that guys are best left to the local barbershop. Besides, guys are cheap, right? Wrong. Statistics show that annually, men spend more money than women spend, yet buy fewer things. The truth is that men are usually more interested in quality than price and they are not afraid to spend money. With men having such a strong loyalty to brand and service, it Health Coverage Made Easy. Anthem Blue Cross and Blue Shield is the trade name of Community Insurance Company. Independent licensee of the Blue Cross and Blue Shield Association. ANTHEM is a registered trademark of Anthem Insurance Companies, Inc. The Blue Cross and Blue Shield names and symbols are registered marks of the Blue Cross and Blue Shield Association. JULY 2010 OHIO STYLIST & SALON is important to build your men s business by offering quality. This will enhance your client support and encourage men to stick with you and your brand for a lifetime. Creating a comfortable environment for men in our salons and days spas is part of the story, but may not be enough anymore. It is important to remember that men are smart and they know there is more to the process. The use of marketing techniques and visual effects that speak directly to men are great ways to let them know they are welcome in your salon. Incorporate a selection of available products that meet their individual needs. This lets everyone know that you are knowledgeable about specific grooming needs and the products that can meet those needs. Here s the true beauty of being a small business individual... we ve got you covered! We offer Health Coverage for: Self-Employed Individuals without Group Coverage Small Businesses Independent Contractors Anthem Blue Cross and Blue Shield individual health care plans are designed to fit your unique lifestyle, so allow us to help you find a good fit for your health care needs. Lou Ann Madsen Licensed Anthem Agent or Toll-Free: Apply online: This first step is to take a good look at who is walking into your salon. Men comprise the overwhelming majority of walk-in business for salons across America. They are often wandering from salon to salon, looking for a great experience. Consider this and think about how you want to display your salon and retail section to the male clients you are trying to reach. Next, look at whom you are assigning to greet this walk-in business; in most cases it is the newest hairstylist. The hairstylist with little or no clientele and in most cases, the least experience. This is fine; however, uneducated and inexperienced staff members can hinder your business building tactics. Just because a staff member is inexperienced, does not mean they have to be uneducated. The key is to educate them and keep even the newest of team members updated on the latest men s contemporary hairstyles and product knowledge. Once you have successfully done this, you have tackled one of the first obstacles in making a positive impact on your male clientele. Here are additional ways to build your male business and make your male clients happy at the same time. Show Men You Want Their Business: Any environment that is new and different can be intimidating for a man or a woman. Make your salon and retail section friendly and inviting. Window displays, posters and advertisements are a great way to invite men into the salon. The appearance of your salon will directly influence the type of client who walks in your doors. Displaying marketing material specifically for men lets everyone know that you cater to the male client. Magazines and Portfolios: Magazines are a great tool for staying current in the world of hair and fashion. Make your own hairstyle book from magazine tear sheets that reflect your personality and opinions about hair and fashion. Traditional hairstyling books often become outdated quickly and many men feel too uncomfortable or intimidated to pick one up. Education, Education and Education: The more education we receive, the more we continue to grow on a personal and professional level and the more we can offer our clients. Make sure your staff is well educated on men s grooming services as well as seasonally updated hairstyle options, so they can prescribe the best retail products for each client. Offer Referral Incentives to Existing Clients: Your female clients know plenty of men. Offer your existing clientele a product discount or a free service for referring new business. Offering incentives to your existing clients is a great way to let your clients work for you. A great scalp massage at the shampoo bowl is a fantastic value added service that takes very little time and has no overhead. Think about ways you can incorporate added value into services. Men like knowing that they are getting more bang for their buck. For example, you can add on a complimentary neck trim or shave. Just a small amount of maintenance can build customer loyalty. Offer Extras: Offer product samples or offer a Buy Three -- Get One FREE promotion. Create seasonal gift with purchase and purchase with purchase promotions. Create some specialty gifts with your logo and store name imprinted on them. Men love T-shirts. If you do offer services, share a complimentary conditioning rinse after the haircut. This creates an opportunity to discuss products and their benefits, which is a great tool for retailing. Know Your Grooming Products: A little knowledge goes a long way. Knowing the special features and benefits of your products will give you the ability to prescribe the right product for each client. The more knowledge you have, the more knowledge you can pass to your clients. Guarantee Your Work: A guarantee builds confidence. Guarantee your clients that they will walk away happy. If they are not satisfied with your products, services or work, make sure that you find a way to correct this issue and to work with them to achieve the look they are longing for. Guarantee Your Styling Products: If you display confidence in your products, your clients will be more willing to try what you recommend. When you are finishing the look, let your clients know that the retail products used will keep their hair looking salon fresh in between visits. Men want a product that is easy to use and a hairstyle that is achievable. Use T-Shirts Instead of Robes or Capes: Not all men want to wear a robe in public. As a modern and stylish alternative, offer your male clients a T-shirt to change into instead of a robe or cape. This will also open up another revenue path in your retail section. Start a Men s Night in Your Salon or Store: This is a tremendous opportunity to create a buzz and promote your business. This also creates a comfortable male environment for men who might normally shy away from a salon. From start to finish, there are always ways you can work to improve your business and build client loyalty. When it comes to men and establishing a relationship with your male clientele, it is important to first think like a man and work with your clients to develop a system that works across the board. Steve Duross is the director of product development and the director of education for JOE Grooming. JOE Grooming offers a complete line of professional haircare, skincare and bodycare products for men. Visit or contact for more information.

7 Growing Business with Manpower Blue Highways Jerry Tyler I am in awe of the endless evolution of the male facet of the beauty marketplace, as well as the tremendous impact it has to the overall beauty profession. With this tremendous influence come many possibilities and opportunities for growth. Many times during my educational classes, the question comes up, What is the difference between women s and men s needs and what motivates them? This is important to answer so we can fulfill those needs in the salon. While there is no complete answer, I have found that the main desire of women is beautification, while the male is focused mainly on grooming. This is seen on the credits of any fashion photo editorial; for women it will give credit to the hairstylist, for men the language will state, Grooming by. In the past, as in the present, movies and their stars influenced both male and female hair fashion. The impact film and music stars have had on the male grooming industry is worthy of a closer look. There was the polished, traditional barbered look of the 30s that continued until the early 60s. Then, along came the Beatles, breaking the length barrier, and introducing longer hair fashion for men. Rod Stewart s shag and Jimi Hendrix afro came next, spurring a revolution that embraced hair in its natural texture. No matter where the influence originates, we will always need to stay aware of trends in order to serve our male clients fully. To be truly successful in the male marketplace, we need to be proactive and aware of the many influences that are driving it. For example, the baby boomer client may desire services that help him preserve a feeling of youth and vitality. With the graying of America comes a new need in the male hair care market. New advancements in color camouflage include services that are quick and blend away gray, rather than conceal it, to turn back the clock. Another opportunity in the market base centers on men s skincare. This new interest by men in replenishing and repairing what time and lack of attention have created, has many men now utilizing a skincare regimen as part of their daily shaving ritual. It can include cleansing and exfoliating before shaving, and applying moisturizer and toner after when the facial skin is more receptive What is the difference between women s and men s needs and what motivates them? to absorb skin-nourishing nutrients. Recommending pre-shave oils and shave creams dependent on skin type is also important. With the many influences of culture and fashion, staying abreast of current trends means staying ahead of the curve. It used to be that the choice between visiting a traditional barber versus a hairstylist was simple. The difference between the two was largely a matter of a primarily clipper grounded foundation versus precision haircutting and styling. Through advanced education and tools, many stylists are now fusing the two techniques to offer more to their existing and future male client base. Many states now offer crossover courses to cosmetologists so they can offer the best of both worlds to their clients. Advancements in haircutting and barbering equipment have also produced innovative results, including the use of more ergonomic tools that do not produce the negative impact associated with repetitive motion. With men becoming more style-conscious, it is crucial for us to be aware of the best products to meet their demands. This not only enables us to help them care for and maintain their look, it also adds to our bottom line through the sale of male-oriented, salon prescribed products. When it comes to aiding clients in finding solutions for hair loss, we must have the proper knowledge to serve any demographic. Directing the client to the best products and services is crucial, whether guiding them to topical treatments for retention and prevention of hair loss, or recommending pharmaceutical, non-surgical or surgical hair replacement options. The challenges are many in this area, but knowing those options is the best way we can serve our clients and direct them to the best hair loss solution for them. Whether the fashion demands of the male client base are classic, contemporary or fashion forward, there are more than enough tools, services and products available to meet their needs. All we have to do is make sure we are continually aware of the opportunities to serve our male clientèle, thus growing our business through Manpower. 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 Education 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 International Makeup & Beauty Artist TIM MAURER, PRESIDENT & CREATOR of MUKHA PRESENTS: MAKE-UP YOUR MIND... Mastering Makeup to Increase Your Bottom Line A hands on, individual attention training environment. Columbus Crowne Plaza Hotel DAY ONE: Achieving the Perfect Canvas Facial Structure The Art of Contour and Highlight DAY TWO: (must have attended day 1) Airbrushing Bootcamp Glamour Makeup Runway Fantasy Makeup Ticket price: $225/per day Lunch included; model required for afternoon session. Limited to 40 attendees. (NOTE: model can be provided; $100 additional) reserve your tickets today! call: x94 smendoza@mukhaspa.com 15 CE HOURS! Sun. 9/19 9-5:30 Mon. 9/ OHIO STYLIST & SALON JULY 2010

8 Nails for Males We Insure: Tanning Salons Hair Salons Franchises Booth Renters Nail Salons Fill in the gaps of your liability insurance. LET US REVIEW YOUR INSURANCE PROGRAM TODAY! Call for a free quote Specializing in the insurance needs of today s salon! INSURANCE STYLED YOUR WAY The Nail Extension Jaime Schrabeck There s Nothing Feminine about Good Grooming Some may question why men would have their nails done. It is a fair question, and yet, no one would question why women get their nails done, or why men brush their teeth, for that matter. The fact is there is nothing feminine about good grooming. Our wellness requires ongoing maintenance, some of which we can do for ourselves. For the rest, we can rely on professionals. Caring for our bodies should be a priority, regardless of gender. Like women, men have nails; granted, they may be neglected or abused, but their condition only justifies the need for professional nail care. Rather than question why men would want nail care, salon owners and nail professionals should consider how well their salons meet the needs of their male clients. In the beauty business, which depends on attracting and retaining clients, why would any salon ignore half of its potential clients? It s not intentional. Most salon owners would claim men are welcome in their salons, but let s be real. From the salon environment, to the services offered and the products used, most salons presume their clients will be female, and thus, not surprisingly, they are. While the predominance of female clients may be the norm, it also represents a substantial opportunity. Attracting more male clients should be part of a larger strategy to appeal to a broader demographic: young and old, male and female. To attract more male clients, a salon owner could install flat screen televisions, position a pool table in the reception area and apply for a liquor license. However, how does any of that facilitate better nail services? Your business should operate as a beauty salon, not a bar. In addition, the efforts made to attract male clients should not alienate your female ones. Both men and women should feel comfortable, respected and pampered in your salon. No one should be made to feel awkward for having any service your salon offers; overcoming this may be the biggest challenge your salon faces. Despite your preconceived notions, try to resist making assumptions about what your clients want. The feminization of nail services begins with the assumption that only women get their nails done, and all women want their nails polished. Besides, if you think in terms of masculine versus feminine, you have missed the point. Instead, consider making choices that are gender neutral. The service names and descriptions should not refer to gender, as that has nothing to do with the quality of the service, or the products used. In addition, the pricing should be based on the service provided, not on who is receiving it. The best analogy would be restaurants, which do not portion, describe or price dishes according to gender. A menu presents choices that are left for the diners to make. Likewise, your salon brochure should present choices that your clients will be free to make. Just as the ambience of a restaurant can either enhance or destroy the dining experience, your salon environment can facilitate, or distract from the client experience. From color choices to furnishings, lighting and ambient music, your salon reflects your taste, or lack thereof. Ideally, these choices should also be gender neutral. Your chairs / stations should comfortably accommodate people of different sizes. Moreover, your furnishings should make your services accessible to people with physical limitations, like those who use wheelchairs. One of the most enjoyable aspects of professional nail care is the personal interaction. Do your clients receive their services in privacy, or are they on display for others to see? Men, in particular, appreciate receiving services in privacy because, in addition to protecting their privacy, it focuses service providers on client interaction and the work at hand. Speaking of which, your service providers should not only be competent, but also capable of having intelligent conversations about subjects other than celebrity gossip. At Precision Nails, we value our male clients for their no-nonsense approach to nail care. In fact, that is why our Hand Detail and Foot Detail services treat and pamper, but do not include polish application. Likewise, our Hand Express and Foot Express services focus on the basics. Our male clients usually leave their nails plain, but if they wanted a high-gloss shine achieved through buffing, or a polish application, they can have it for an additional charge, just as our female clients can. Based on our extensive experience, we can assure any potential male client that receiving professional nail care will not compromise his masculinity. Instead, he will receive quality, personalized services from a competent technician in privacy. Moreover, the results may finally convince him there is nothing masculine about having dirty nails, overgrown cuticles and / or rough, dry skin, not that there is anything particularly feminine about it either... Jaime Schrabeck, Ph.D. owns Precision Nails, an exclusive nails-only salon in Carmel, California. She can be reached at info@precisionnails.com. JULY 2010 OHIO STYLIST & SALON

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10 PBA is Proud to Introduce ISSE Midwest! By the Industry, For the Industry March 26 28, 2011 Donald E. Stephens Convention Center Rosemont, IL Valuable Education Quality Manufacturers Professional Atmosphere The ISSE Commitment facebook.com/pbaisse Visit probeauty.org/isse to learn more or call Hair by finalist Laurie Haney

11 PBA is Proud to Present ISSE Long Beach! The Biggest Beauty Show and Exposition in the West January 29-31, 2011 Long Beach Convention Center Long Beach, California 40,000 licensed professional atendees Over 250 educational classes 450 Exhibitors facebook.com/pbaisse Visit probeauty.org/isse to learn more or call Hair by finalist Silas Tsang

12 3 DAYS, 60 MILES TO END BREAST CANCER WE ARE WALKING The Stylist Newspaper is teaming up with Doug Schoon s Beauty and the Breast team to take an incredible journey to help end breast cancer forever. On November in San Diego, we will walk 60 miles in the Susan G. Komen 3-Day for the Cure TM and raise funds for breast cancer research and community-based breast health and education programs. One in eight women in the U.S. will be diagnosed with breast cancer in her lifetime. That s why we are walking in the 3-Day for the Cure. Because everyone deserves a lifetime! Help us raise money to make a cure for breast cancer a reality rather than a dream for the future! Mail Your Tax-Deductible Donation to: The Breast Cancer Three Day c/o Stylist & Salon Newspaper 1750 SW Skyline Blvd. #24 Portland, OR (make check out to The Breast Cancer Three Day) or Call (503) x207 To donate online go to For more information visit The Susan G. Komen 3-Day for the Cure. TM BECAUSE EVERYONE DESERVES A LIFETIME. 12 JULY 2010 OHIO STYLIST & SALON Marketing Skincare to Men Esthetic Endeavors Judith Culp In the past decade, men have become more interested in the services skincare professionals offer. If they find a place where they are comfortable, and get services designed to meet their needs, they become very loyal clients. In some of the large metropolitan areas, male-focused facilities are becoming popular. Decorated in rich darker tones with clean lines, they are void of the fluff commonly found in clinics focusing on the female client. Wood, metal, stone, elements of nature with woodsy aromas create a setting where men feel at home. Some full service facilities have gone the sports bar direction with memorabilia and a large screen TV featuring a sports channel while the guests wait. The key to creating a male-inviting ambiance is keeping your spa or salon clean and removing clutter. Men, like their female counterparts, are concerned about the signs of aging. However, their skin needs are unique. Male skin is thicker and oilier than female skin. Men shave daily so they keep these areas of their skin better exfoliated. Male skin tends to fold rather than line. Young men tend to be even less compliant with SPF than women are, so their foreheads, eyes, ears and necks quickly show deeper lines and skin discolorations. Those with short hair can develop potential skin cancers on their exposed ears. Very short or thinning hair offers little sun protection. Baseball hats may be high fashion but they offer no protection for ears or the back of the neck. Men s greatest homecare need is a lightweight SPF to protect against sun damage. If it does not have a light feel, they will not use it. On the face, men s problems tend to be more around the eyes and the T-zone, especially the nose. Years of neglect can lead to solar comedones, which are blackheads that stud the orbital area; the skin in this region is very sensitive to removal. In addition, comedones on the nose are a common problem. Enzyme treatments, microdermabrasion or BHA exfoliation in selected areas are good choices. While men can be injured and still perform remarkably on the battlefield, they have less tolerance for poorly done extraction. Use gentle pressure and properly prepare the skin. If using an enzyme mask prior to extraction does not yield adequate results, consider using a warming, softening mask following the enzyme and then extract. This double mask process can be very effective. A gel mask with a clove additive wrapped in hot towels is great. There are also alginate masks that are warmed in the microwave, applied, left to sit and then peeled off. This type of mask gets warmer on the skin during processing, thereby creating additional softening and systemic pushing of follicular matter toward the surface. Due to the additional time involved, do not apply another mask at the conclusion of the treatment. Instead, apply soothing botanicals and use cold globes, or apply a cold compress to soothe the skin. Hair removal is another area where male clients have a lot of interest. Whether you offer waxing, IPL, laser or electrolysis, there are male clients seeking your services. While some athletes shave daily, more and more are looking for a longer lasting, stubble free solution. The wise technician will be prepared to offer full body hair removal to their male clients. Backs, chests, arms and legs are popular areas for hair removal. Avoid trying to wax beard or neck hair; this hair tends to be very coarse and deeply rooted. Therefore, Laser or IPL is a better option for these areas. When it comes to Brazilian style waxing, the real experts that focus on client care, not marketing product, agree that waxing or otherwise treating the testicles should be avoided, as it is a very risky area. Laser hair removal specialists do not treat this area, as there are no clear guidelines as to what the possible side effects could be internally or externally. While there are those who see no problem with waxing the testicular area, this skin is very fragile. If you choose to offer this service, make sure your malpractice insurance specifically covers it. Spray tans are not just for female clients. Men like to have that summertime glow and some professional technicians have made lucrative sidelines or businesses by offering spray tanning to sports or body building competitors. One specialist told me that it was great because these clients bodies were already sculpted, and they just wanted that nice coat of color to polish them for the event. When it comes to products, we have already mentioned SPF. Additionally, it is nice to offer for retail a light gel cleanser, hydrating gel, SPF lip protection, peptide products or shaving products. Select products for clean, unisex or masculine lines, packaging, scent and lightweight feel. Whether your full focus is on attracting male clients, or just on servicing those referred from your female customers, male clients can be a valuable asset to your practice; meet their needs and they can be the most loyal clients out there. Judith Culp, a CIDESCO Diplomat has been in the esthetics industry since A CPCP permanent makeup technician for over 18 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 READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! 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13 What s Not Being Said during Performance Reviews Better Business Neil Ducoff One of my favorite Neilisms is, Do you do quarterly performance reviews at least once a year? When I use it during my presentations, there is a reason why it always gets a chuckle. No matter how you view the process of performance reviews, there exists an inherent confrontational element. The intent of performance reviews is not only for issuing praise for outstanding work, it s also to discuss behaviors and skills that need improvement. In addition, let s not forget the most uncomfortable part -- to communicate performance and behavior that is unacceptable and must stop. Issuing praise and accolades is the joyous reward of leadership, but dispensing the not-so-fun disciplinary stuff is just as important. Often, the muck of emotions and fear of confrontation blocks the passage of vital information to the employee. Performance reviews are formal opportunities to guide and coach salon / spa employees to reach their full potential. The perspective that reviews are confrontational is created entirely by the leader responsible for conducting the reviews. And until the leader can shift his or her thinking back to the healthier guide and coach aspect, the process of conducting performance reviews will continue be painful, ineffective, and without question, detrimental to the employee, the company and its culture. Here are some no-compromise strategies to keep performance reviews in the proper perspective: Properly set the table: Take the drama and uncertainty out of your performance reviews by informing employees how they will be evaluated and what topics, performance and issues will be discussed. Detail how the review will be conducted -- that it will be open, respectful and allow both parties to express their views safely. The not knowing is what fuels stress. Given this, you may want to re-introduce performance reviews to your employees. Issuing praise and accolades is the joyous reward of leadership, but dispensing the not-so-fun disciplinary stuff is just as important. Use evaluation tools that allow the right conversations to occur: At Strategies, we encourage the use of Broadbands and evaluation tools to serve as a checklist of talking points. For example, under the heading of dependability and accountability, you can ask the employee how he would rate himself on a scale of one to ten. If he rates himself higher than you would, you instantly have the basis to open dialog where you can say, That s interesting because I rated you a bit lower because of... Tools keep you on course and allow the right conversations to occur. Keep the focus on the desired outcome: Without question, one-on-one performance reviews are stressful and emotional. However, consider this; the intention is to establish and clarify the mutual accountabilities and next-steps for employee and company success. Sensitive issues may need to be addressed, but with success as the desired outcome, performance reviews should be embraced as positive and necessary course adjustments, not dreaded confrontations to be avoided. Recordkeeping and accountability: These are two of the most common post-performance review pitfalls. First, you must maintain accurate records of each and every performance review detailing what was discussed, what the next steps and expectations are -- complete with timelines. Second, too many leaders expect all to be right with the world after a performance review. It s the leader s responsibility to hold the employee accountable -- to check in and see if the employee is making progress or is stuck and in need of coaching, guidance and support. Performance reviews are essential elements to employee growth, retention and nurturing of the company culture. If your reviews are incomplete and leave essential performance issues unaddressed, it s called compromise and your company s performance is paying a price. Neil Ducoff is the founder and CEO of Strategies, a business training and coaching salon specializing in the salon and spa industry. Ducoff is the author of Fast Forward, and his new book, No-Compromise Leadership, is available at For a signed copy, go to com. You can Neil at neil@strategies.com. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at OHIO STYLIST & SALON JULY

14 Tanning Tax in effect July 1, 2010 Staff Member Spotlight Amanda Hill joined the OSBC team in June, 2010 as an Examiner/ Inspector. She brings with her 9 years of experience including owning an Independent Contractor salon. Ms. Hill is looking forward to putting her cosmetology skills to use in a new direction and is excited about facing the challenges that comes with working in the exam center. Diane Koren recently joined the OSBC team as a Customer Service Associate. Formerly an Amanda Hill employee of the Dublin City School system, she is familiar with handling situations with kindness and attention to detail. Ms. Koren will be a wonderful addition to our already strong customer service team. Diane Koren Continuing Education Do you have what you need to renew your license? It s that time again time to ask yourself if your Continuing Education (CE) requirement has been met. If you are unsure of the answer, ask yourself these questions: Have I taken 8 hours worth of CE classes? Did the classes fall within my scope of practice? Do I have my certificate(s) of attendance from these classes? If you can answer yes to these questions, then you are on the right track for the license renewal that will begin this fall and go through January 31, If you answer no to any of these questions don t panic, it is not too late to get started. Let s talk about CE responsibility. It is the responsibility of the licensee to acquire a minimum of eight (8) hours of Board approved continuing education for each license held, per renewal period. All classes must be taken prior to January 31, This education must fall under the appropriate scope of practice of the license. For example; a person holding a manicurist license cannot receive CE credit for taking a class on hair coloring. Once a class is completed a certificate of completion should be received. This certificate should contain the following 14 JULY 2010 OHIO STYLIST & SALON information: Class approval number Name of class Date of class Number of CE hours Licensee s Name and Board ID number. Keep in mind that CE classes used for license renewal must be Board approved. Board approved providers have submitted their class curriculum, application, and educator(s) resume(s) prior to offering the class. The class provider is responsible for giving the licensee a certificate of completion. However, it is the responsibility of the licensee to retain their class certificate(s) of completion for proof of attendance. A random audit of both licensees and CE class providers is conducted every renewal period. If selected in the CE audit, licensees must provide proof of class completion. Providers are required to submit record of class attendees to the Board after each class is completed. These records should be maintained by the provider for a minimum of four (4) years. If requirements are not met by both licensee and provider, loss of privileges and/or fines could be assessed. If you are in need of locating a Board approved CE class; check out the continuing education section of our website for class listings at A new tax on indoor tanning services took effect on July 1, This new tax established under The Affordable Care Act will impose a 10 percent excise tax to indoor tanning services. Indoor tanning service providers must file a Federal Excise Tax Return The Affordable Care Act established Internal Revenue Code section 5000B, which imposes a tax on indoor tanning services effective July 1, The tax will be 10-percent of the amount paid for indoor tanning services, including payments by insurance. Indoor tanning service providers will be responsible for collecting and remitting the new tax. The service provider collects the tax from the person paying for the service. If the service provider does not collect the tax from the person paying for the service, then the service provider becomes responsible for the tax. If it cannot be determined whether an amount has been paid for indoor tanning services (such as for an undesignated gift certificate), then the liability does not arise until such time as the service provider can reasonably determine that the amount paid is for indoor tanning services. Organizations that are usually considered tax exempt, such as universities or private clubs must collect the tax on indoor tanning services. Licensed medical professionals providing phototherapy services on their premises are exempt from the tax. A qualified physical fitness facility is also exempt from the tax. The exemption is met NEW! Bonus Material Only Available Online Our website has improved navigation with easy links to articles, classifieds, calendar dates and bonus material. And our Online Edition gives you a virtual tour of our paper with direct links to your favorite advertisers and products. if the facility is predominantly in the business or activity of providing exercise and physical fitness (based on the facts and circumstances); indoor tanning services is not a substantial part of the business or activity; and the business does not offer indoor tanning services for a fee to the public or otherwise offer different pricing options to its members for indoor tanning services. All service providers must report the indoor tanning tax on Form 720, Quarterly Federal Excise Tax Return. The IRS is revising Form 720 to add a line to report the amount collected for the indoor tanning services tax. All service providers who do not have an Employer Identification Number (EIN) must obtain one to file and remit tax due on Form 720. Instructions on how to obtain an EIN are available on IRS.gov. Service providers can apply online or by phone, fax, or mail. The first return is due October 31, 2010 for the period of July, August and September Thereafter, service providers must file returns on a quarterly basis. The service provider must pay the quarterly indoor tanning services tax liability in full at the time it files Form 720. Each entity required to have an EIN must file a separate Form 720 to report the tax. No excise tax deposits are required for the tax on indoor tanning services. Service providers who do not file Form 720 and remit the tax by the due date may be subject to a penalty, as will any person who intentionally fails to collect and remit the tax. Taxpayer inquiries can be directed to Excise s toll free number at (866) (8 AM to 6 PM EST). Now with More Value for Your Advertising Dollar

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16 SALON OPENINGS BOOTH RENT Bridge town / Western Hills area. Seek ing Styl ist & Part-time / Full-time Nail Tech - com petitive rent, great location, parking, spa cious, custom sta tions. Call (513) LOOKING TO MIX THINGS UP AT THE SA LON UP TOWN! Wanted: En ergetic ~ Eclec tic ~ Out going Stylist ~ Male would be welcome ~ Part time and full time booth rent als avail able (419) NEWLY REN O VATED NORTH ROYALTON SALON SEEKING ES TAB LISHED HAIR STYL IST / ES- TABLISHED NAIL TECH Booth rental or 55-65% com mission avail able. Great location, spacious parking, and friendly en vironment. Con tact (440) BEAU TI FUL SA LON IN FAIRVIEW PARK - SEEK ING LI - CENSED BAR BERS, COS ME TOL O - GISTS, NAIL TECHS AND ESTHETICIAN Bring your cli entele. Vaedallyn Sa lon & Spa, Lorain Rd., Fairview Park, Ohio Call Lourdes for more in for ma tion ( 440) or (440) OUT STAND ING BOOTH RENT RATES! Set your own hours and prices. Misfitz Sa lon of Dayton is look ing for Stylists and a Nail Technician with established clientele. $ a week!! (937) JACOBSENS SKIN AND BODY CARE NEEDS ESTHETICIAN ASAP Can do room rental for $ per week or I may be will ing to dis cuss em ployee situation for the right person with es tablished client list. Room co mes with Fa cial Bed and beau tiful room with cab inets, towels etc. Great space in a won derful sa lon that has been serving Dublin and the surrounding ar eas for over 15 years. Call ( 704) or re sume: courtney.george06@gmail.com PRO GRES SIVE CO LUM BUS SA LON GROUP SEEK ING AN EX PERI- ENCED STYLIST for our teams in Grandview and Worthington. Par tial cli - entele a plus. Call Ga brielle to sched ule in terview / model at (614) STYLIST WANTED ~ OR EGON, OHIO AREA Bring your Cli entele ~ Booth rental or com mission ~ Chair & bowl yours ~ No walk ing from bowl to chair ~ Plenty of parking ~ Call for more in formation (419) SOLON AREA SE NIOR CARE CEN- TER IS LOOK ING FOR A HAIR - STYLIST WITH A MAN AGER S LI - CENSE Must have ex perience in perm, re lax ers, hair col or ing and gen eral hair styling. Call (440) LEASE OFFERS SALON SUITES FOR BAR - BERS, STYL ISTS & NAIL TECH ~ (2) Wks FREE RENT & (4) Wks reduced rent. Private suites avail able & af - fordable. For more in formation visit us at 6120 Boardwalk Street, Columbus, OH or call Mrs. Betty at (614) ext.*11. BOOTH RENTAL SA LON IN NW CO LUM BUS (BETHEL ROAD AREA) Seek ing fun, en ergetic Styl ists for newly re modeled, up scale sa lon. $150 weekly rent. Paid va cation. Great op portunity! Call Tracey (614) MAYFIELD ROAD ~ A FEW GOOD STYL ISTS NEEDED at the Mona Lisa Sa - lon & Spa area. Fun, eco chic sa lon. For es tab lished Styl ists, com pet i tive wage, vacation. Call Mona for more in formation (440) HILLIARD S BEST KEPT SE CRET Friendly, newly dec orated sa lon Main Street, Hilliard. Booth rental: one styling sta - tion and one man icure / ped icure room avail - able. Part-time or full-time. Sign on bo nus. Call (614) BOOTH RENTAL ~ EASTSIDE OF CO LUM BUS Perfections De sign Hair, Nails, Barber & Spa - lo 3477 East Livingston Av e nue in Ex ec u tive East Building. Con tact Tomika Denby (614) SHOPS FOR SALE CO LUM BUS AREA, NORTH CLINTONVILLE Es tab lished business with booth rent ers. Hair sa lon with four stations. Good cli entele. Asking $24,000 OBO. Call Ron (614) ES TAB LISHED, FULL SER VICE SA- LON & SPA - AT TRACTIVE - BUSY - OWNER WILL STAY TO BOOTH RENT - BETHEL ROAD AREA - CO- LUM BUS, OHIO Six sta tions, one man i- cure, one ped icure, one mas sage room, one facial room. Call (614) READY TO BE YOUR OWN BOSS! Full service sa lon with a Great Lo cation avail able in Hopedale, OH. Call Matt Da vis at (740) Brokered by J.C. Col lins, INC. Re altors (740) JULY 2010 OHIO STYLIST & SALON

17 WARREN COUNTY SALON ~ HIGH TRAF FIC LO CA TION SIX STYL IST STATIONS, TWO NAIL TECHS, FOUR TANNING BEDS, MAS SAGE & MAKE-UP ROOMS. LOTS OF POTEN- TIAL. NEWLY RE MODELED ~ MUST SEE TO AP PRECIATE. LAST YEAR S REVENUE $350,000. CON TACT ME AT: OHIOSALON@YAHOO.COM USED EQUIPMENT HYDRAULIC CHAIRS FROM $75 Sta - tions starting at $80. Reception desks from $75. Shampoo bowls from $80. Man icure ta - bles from $40. Mirrors, mats and more. BUYING USED EQUIPMENT. ( 419) To ledo EDUCATION LEARN NEW TECHNIQUES THROUGH DVD S - FREE CAT A LOG Hair cut ting & styling, clip - per & ra zor cut ting, hair col oring, wed ding styles & updo s, makeup, fa cials, man icures and ped icures, waxing & hair re moval, massage, and spa & body treat ments SALON EQUIPMENT - EXCEL- LENT CON DI TION Takara Belmont Shampoo Bowl / Chair, Wa ter Fall, chairs, Facial / Mas sage Bed, Make-up Ta ble, spa towels, misc. prod uct, etc. (614) FOR SALE ~ EV ERYTHING YOU COULD NEED TO OPEN A FAB U- LOUS UP SCALE SA LON New and Gently Cared for Imported Sa lon Fur niture!! Go to for pic tures and more info or call (614) IMAGINAIL ART MA CHINE Over 3,000 designs. Put on nat ural or artificial nails. Like new. All ex tras go with ma chine. Scanner, wireless keyboard and mouse, nail coatings, ex tra se lection book, brand new ink! Asking $1500. Ad ditional info go to: Call (740) IN STRUC TORS ONLY 8 Ohio CEU s Tools of Suc cess...crit i cal Think ing Skills Needed For Suc cess. The lit tle bit of something that could be Ev erything! Pamela Lewis (419) pamela8989@aol.com NEW EQUIPMENT EL E GANT NAIL SUP PLY: We wholesale and re tail New & Used Sa lon Equip ment, Sa - lon Fur niture and all brand-name products OPI, IBD, Gena, Creative, LaPalm We of - fer on line con tin u ing ed u ca tion. Please visit our website for more in formation: Phone: (937) or SERVICES $ SALES AND WAR RANTY ON Hikari - The Ul timate Haircutting tools ~ Sensei Shear Systems ~ Shisato Mirage YSPark Products ~ Visa. MC ac cepted ~ Master Sharp ener (216) BUSINESS OPPORTUNITIES MAKE $100 PER HOUR SHARPENING SCISSORS AND CLIP PERS. I will beat anybody s price on any equipment and train ing. (408) REACH OVER 18,000 BEAUTY PRO - FES SION ALS IN OHIO. For as lit tle as $40/month you can ad vertise to ev ery salon in Ohio. Go to to place your ad now. OHIO STYLIST & SALON JULY

18 The Growth Opportunity of the Future: Mens Haircoloring The Mane Objective Marco Pelusi At the recent International SalonSpa Business Network s (ISBN) 2010 Conference, I was invited to participate in an expert panel discussing industry trends. The lead question directed at me was What are some trends in client behavior that salons aren t acting upon? The second question was What service category is the growth opportunity of the future? My response to both questions was men s hair services -- specifically men s haircoloring services. If you re into doing haircolor these days, you can make a huge difference in your amount of business simply by making the most of your male client base. It s now socially acceptable and almost required, for men to look good. This shift directly affects you and me as hairstylists and salon owners behind our chairs. When I teach, I always recommend every stylist offer a haircolor service to each male client who sits in their chair, regardless of age, personality or lifestyle. As we know, now more than ever, it s a highly competitive world out there for men. It s our job to help them find their edge when it comes to their haircolor. Looking and feeling youthful makes a huge difference, both professionally and personally, no matter what age you are. Which color services can we confidently recommend to the guys? Well, this area is where it gets a bit tricky, and we must choose our words carefully. While our male clients desire to feel and look youthful, they also don t want the fake look. No gentleman wants his professional haircoloring to be obvious. In contrast, women often enjoy (most of the time) discussing their haircolor openly, and often prefer their haircolor when it s noticeable. Here in Hollywood, on the red carpet, the media focuses directly on the Foolproof Updoing Take the Guesswork Out of Updoing! Intense hands-on, low student to teacher ratio for personal education. Learn a system that teaches you how to do ANY updo. You can look at any picture and know exactly what to do to recreate it. For a Seminar Near You Visit or call JULY 2010 OHIO STYLIST & SALON women s salon-applied, professional-looking haircolor. The men on the red carpet are simply required to look dashingly handsome, and while this necessitates good hair, they really don t care to discuss their haircolor. Therefore, when you are speaking to your male clients who are in their 30s or beyond and have some grey, low lighting is the best and easiest way to go. Low lighting can be done lightly or heavily, depending on the need, comfort level and desired result of the client. It is always best to start more understated with your client s color, and leave him begging for more, rather than to overwhelm him and do too much. Another great way to get your male clients with grey involved in color -- while keeping it subtle -- is demi-permanent haircoloring. Demi-permanent is made to last six to eight weeks, and should gradually fade on-tone, which is perfect for a man who doesn t want to commit to too much color. In addition, demi-color is an excellent way to achieve a marvelous grey blending effect, which reduces the amount of grey, but leaves the haircolor somewhat natural. Perhaps the most important element of men s haircoloring is to aim to keep it natural looking, as well as subtle. In the end, you ll want to offer low-commitment coloring to your male clients, at least to start with. Whereas the female clients may be more inclined to commit to return frequently -- even on a monthly basis -- your male clients don t usually desire such a big commitment. Give them a taste of it and see where it goes. If you do it right, they ll probably be back quicker than you think. Marco Pelusi is globally recognized as a haircolor trainer and platform artist. Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles 2009 by KTTV Fox11 s myfoxla Hot List competition. Pelusi created the Marco Collagen Color Guard HairCare System, the collagen system developed for color and chemically treated hair. For more information, visit READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at 8 CE Hour Seminars Offered Throughout Ohio JULY : Face & Body Spa and Healthy Aging Conference, San Jose, CA 18: 20th Annual North American Hairstyling Awards (NAHA 20), Las Vegas, NV : Empire and ARROJO present Masters of Beauty Skills Certification Pro., Manhattan, NY MastersOfBeauty@empire.edu 18-20: PBA Symposium Consumer Culture, Las Vegas, NV : Cosmoprof North America, Las Vegas, NV : PBA Beacon, Las Vegas, NV x117 www. probeauty.org/symposium/beacon 25: California Cosmetology Association 81st Annual Convention, Manhattan Beach, CA : California Cosmetology Association s Student Day of Education, Manhattan Beach, CA : Paul Mitchell Gathering, Las Vegas, NV AUGUST : Bronner Bros. Mid Summer International Hair and Beauty Show, Atlanta, GA, 8-9: High-Performance Front Desk Training, Strategies Business Academy, Centerbrook, CT 9: BeautyTech s 8th Annual Long Island Network Day, Long Island, NY : Empire and ARROJO present Masters of Beauty Skills Certification Pro., Philadelphia, PA MastersOfBeauty@empire.edu 29-30: International Beauty & Barber Show, Miami, FL SHOW SEPTEMBER : Armstrong McCall Southwest Fashion Focus, Glendale, AZ : Strategies Incubator, Strategies Business Academy, Centerbrook, CT : Empire and ARROJO present Masters of Beauty Skills Certification Program, Chicago, IL MastersOfBeauty@empire.edu 26-27: International Congress of Esthetics and Spa, Long Beach, CA tradeshow@lneonline.com 26-27: Armstrong McCall Worlds Fair, Austin, TX www. armstrongmccall.com 26-27: Beauty School Forum, Barristar Productions, Pasadena, CA SHOW-432 JULY : Professional Stone Massage (8 CEU s) presented by Joyce Provens, Columbus, OH (614) : Songs of the Sidhe Day Spa presents Massage Certification, Kent, OH (330) sidhedayspa.com 19: Songs of the Sidhe Day Spa presents Aromatherapy Signature Services, Kent, OH (330) sidhedayspa.com 19: Strategies Salon / Spa Business Training & Coaching presents FREE WEBINAR - Pricing Services - Are You Charging What You re Worth? visit or : Review for Successful Salon management testing (8 CEU s); How Money Works or Show Me the Money(4 CEU s) presented by Joyce Provens, Columbus, OH (614) : NovaLash Eyelash Extension Class (8 CEU s), Cincinnati, OH (513) or (513) : Focus On Image presents Training the Trainer, Lancaster, OH (740) : Aesthetics Etc. presents The Power of Peels, Westlake, OH (216) : Clipper Cutting (4 CEU s) or Professional Stone Massage (8 CEU s) presented by Joyce Provens, Columbus, OH (614) : Songs of the Sidhe Day Spa presents Massage Certification, Kent, OH (330) sidhedayspa.com 26: Songs of the Sidhe Day Spa presents Aromatherapy Signature Services, Kent, OH (330) sidhedayspa.com 26: Review for Successful Salon management testing (8 CEU s); How Money Works or Show Me the Money(4 CEU s) presented by Joyce Provens, Columbus, OH (614) : North Coast Salon Systems presents Keune Intro to Color & Keune Grays, Broadview Heights, OH AUGUST : ESBI-FLH Certification One Day Hands On Workshop In The Zone Color Techniques, Brunswick, OH (330) : Introduction to Swedish Relaxation Massage, Middleburg Heights, OH (330) : Managing for Results, Strategies Business Academy, Centerbrook, CT : Spa & Resort Expo and Conference, New York, NY www. spaandresortexpo.com OCTOBER : BeautyTech s 12th Annual Strut Your Stuff Nail Art and Enhancement entry acceptance : Premiere Beauty Classic, Columbus, OH : Esthetique Spa Intl, Montreal, Canada 3-5: Strategies Salon / Spa Game-Planning Workshop, Strategies Business Academy, Centerbrook, CT : Day Spa Expo, Atlanta, GA : Empire and ARROJO present Masters of Beauty Skills Certification Pro, Ft. Lauderdale, FL MastersOfBeauty@empire.edu 11-12: No-Compromise Leadership Boot Camp, Strategies Business Academy, Centerbrook, CT NW Nail Tech Networking Retreat, Seattle, WA NAILZ : International Esthetics, Cosmetics and Spa Conference IESCS Florida, : Premiere Birmingham premiereshows.com 17-18: Strategies High-Performance Front Desk Training, San Francisco, CA ext : InSalon 2010, Saint Paul, MN : Grand Rapids Salon Forum 2010, Grand Rapids, MI : Bronner Bros. Seminars by the Sea, Atlantis Resort, Paradise Island, Bahamas 24: Beauty School Forum, Barristar Productions, Indianapolis, IN SHOW : International Congress of Esthetics and Spa, Philadelphia, PA tradeshow@lneonline.com 24-25: Esthetique Spa Intl, Edmonton, Canada /1: San Juan Beauty Show, NOVEMBER : Strategies Incubator, Strategies Business Academy, Centerbrook, CT : Wellness Asia Exhibition, Chennai Trade Centre, Chennai, India 1: Professional Stone Massage (8 CEU s) presented by Joyce Provens, Columbus, OH (614) : Songs of the Sidhe Day Spa presents Massage Certification, Kent, OH (330) sidhedayspa.com 2: Songs of the Sidhe Day Spa presents Aromatherapy Signature Services, Kent, OH (330) sidhedayspa.com 2: Strategies Salon / Spa Business Training & Coaching presents FREE WEBINAR - Book Smart - The Art of Scheduling & Pre-booking, visit or : North Coast Salon Systems presents Mantra Collection Demo and Hands On Collection Cuts, Broadview Heights, OH : Review for Successful Salon management testing (8 CEU s); How Money Works or Show Me the Money(4 CEU s) presented by Joyce Provens, Columbus, OH (614) : ESBI-FLH Certification Classes - 1 Day Hands On Workshop In the Zone Color Techniques, Brunswick, OH (330) : Clipper Cutting (4 CEU s) or Professional Stone Massage (8 CEU s) presented by Joyce Provens, Columbus, OH (614) : Songs of the Sidhe Day Spa presents Massage Certification, Kent, OH (330) sidhedayspa.com 9: Songs of the Sidhe Day Spa presents Aromatherapy Signature Services, Kent, OH (330) sidhedayspa.com 9: Maly s presents Pureologist Certification Training Workshop, Akron, OH (330) : Review for Successful Salon management testing (8 CEU s); How Money Works or Show Me the Money(4 CEU s) presented by Joyce Provens, Columbus, OH (614) : Professional Stone Massage (8 CEU s) presented by Joyce Provens, Columbus, OH (614) : Songs of the Sidhe Day Spa presents Massage Certification, Kent, OH (330) sidhedayspa.com 16: Songs of the Sidhe Day Spa presents Aromatherapy Signature Services, Kent, OH (330) sidhedayspa.com 16: Review for Successful Salon management testing (8 CEU s); How Money Works or Show Me the Money(4 CEU s) presented by Joyce Provens, Columbus, OH (614)

19 WHAT S NEW IN THE MARKET 1. Make Color Stains Disappear Jean Alexander, Inc. introduces Snap, the most effective product to remove difficult color stains at the hair line. Snap makes color stains disappear by using special, reducing micro-crystals in a rich cream that doesn t run and leaves a fresh, clean feeling. Highly concentrated, each 120 ml tube gives up to 120 applications. Snap is the professional way to finish a color service. For more information about Jean Alexander, visit or call Bluebeards Original Beard Duo For many men, the cultivation of facial hair is the celebration of a unique spirit. Bluebeards Original products support the man who wants to buck the convention of the daily shave (whether for a weekend or a lifetime), and aid in the growth of itch-free, soft, full, manageable whiskers. Bluebeards Original Beard Duo contains Beard Wash and Beard Saver. When used on the beard, traditional shampoo can dry the skin underneath; facial soap leaves sticky residue behind. That s why Beard Wash was created, which gently cleanses facial hair and the sensitive skin underneath, leaving both beard and face clean, soft and smelling great. Beard Saver daily skin and facial hair lotion acts as an outstanding anti-itch and conditioner for new growth. And for the established beard, just a dab rubbed throughout the facial hair, from root to tip, will manage even the most unruly facial hair. With aloe vera to soothe and protect, and lime essential oils, which helps to dissolve oils trapped by whiskers Beard Saver is great for both scruff and skin. For information about Bluebeards Original products, please visit the website, com, or contact the company at wholesale@bluebeardsoriginal.com 3. Go from Dud to Dude Behind every successful man is an effective skin care routine? Today, most men are turning to grooming companies that go beyond the bare essentials of soap and shampoo, as they incorporate a detailed daily regimen into their skin care routine. Hey Dude Skin Care offers a premium line of products that are designed to give the modern man the essential tools to combat the natural effects of aging and external conditions affecting his skin. Made from high quality organic ingredients like hyaluronic acid and essential nutrients, Hey Dude Skin Care products perform the most vital of functions to help a man protect, repair, and maintain his skin. Hey Dude Skin Care consists of revolutionary products for a wide variety of male skin types. These functional products are broken into four main categories to cleanse and moisturize deeply into the cellular level of a man s skin. Hey Dude Skin Care products contain only natural, organic and tested ingredients that blend to form high quality products addressing a broad cross section of male skin needs. For more information, please visit: or call (800) Get Rough with Night Rider Get rough, matte texture for short or choppy looks. Night Rider by Kevin Murphy is a firm hold product for men. A matte paste formulation that has strong setting abilities, Night Rider is easy to mould, and sets hard and dry. Essences of Boronia, Pink Grapefruit and Tangerine make this a masculine scent with citrus notes to keep it fresh and clean. To get a super hold with matte finish, apply to hair and mould into place, then let product dry. This product can be used on damp or dry hair. Kevin Murphy is a fashion focused range of salon only, professional hair care products that was conceived in the world of session styling. All Kevin Murphy products are Paraben free and Sulphate free. For more information visit 5. A Flawless Shave by Gage for Men Introducing the Gage For Men Shave collection. Gage Shave Cream and Post-Shave combo gives the performance needed for a flawless shave, leaving the face smooth, refreshed, hydrated, and admirably soft. Essential humectants and moisturizers, along with the inviting fragrance of sandalwood, were blended to create Gage for Men Shave Cream. Protecting skin from irritation and razor burn Gage Shave Cream leaves the skin feeling refreshed while softening and lifting the beard for the closest, most comfortable shave. The calming action of aloe vera and the antioxidant power of vitamin E are featured together in Gage for Men Post Shave to soothe and restore the skin after shaving. Protecting skin from irritation caused by shaving and reducing the size of pores, Gage Post Shave leaves skin calm, refreshed, and oh so loveable. For more information visit or call 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 Ten brilliant highlight selections ranging from intense reds and coppers to luminous blondes. You won t believe your eyes! OHIO STYLIST & SALON JULY

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