California Stylist & Salon Volume XV, Number 2, Issue 170 July 2010

California Stylist & Salon Volume XV, Number 2, Issue 170 July 2010 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@californiastylist.com Web site: www.californiastylist.com 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 Schrabeck, Charlene Abretske, Neil Ducoff, Marco Pelusi, Steve Duross California Board of Barbering and Cosmetology Kristy Underwood, Executive Officer CALIFORNIA STYLIST & SALON is mailed free of charge to licensed salons and barbershops and beauty schools in California. 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 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 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. California 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 California 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 $25 payable to HOL- LAND GRAPHICS, INC. to Subscriptions, California Stylist, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221. Address changes require old mailing label. JULY 2010 CALIFORNIA STYLIST & SALON

George Riley s Professional Beauty Center Introducing NEW Platinum Shine Brightening Shampoo Keeps blonde and gray hair looking cool, bright and healthy Sulfate-free formula Enriched with chamomile extract to restore shine and enhance light hair Contains sea kelp extract, which is rich in vitamin A and B-complex vitamins for healthy hair PURCHASE 3-28.5 oz Platinum Shine Brightening Shampoo RECEIVE FREE 1-8.5 oz Platinum Shine Brightening Shampoo 1 - Platinum Shine Tent Card $22.50 (free salon value $7.50) BUY 3, GET ONE FREE Heat Up Styling & Finishing Thermal Spray Protects hair from environmental and thermal styling abuse PURCHASE 3-8.5 oz Heat Up Thermal Spray RECEIVE FREE 1-8.5 oz Heat Up Thermal Spray $19.50 (free salon value $6.50) 16 BUY ONE, GET ONE 50% OFF White Tea Velvet Molding Gloss The molding power of a paste with the shine of a pomade PURCHASE 2-1.55 oz WHITE TEA Velvet Molding Gloss $13.50 (salon value $18.00) SUNDAY, OCTOBER 3, 2010 Plump & Polished 1 Shine Amplifier 4oz. 1 Booster+ 7.5oz. $15.50 Regular $19.40 Define Yourself 1 Mousse Gel 7.5oz. 1 Wacks 1.8oz. $14.50 Regular $18.30 Gel Breaker 1 Passion Shine Gel 6.8oz. 1 Gelatine Goo 6oz. $11.50 Regular $14.80 Renew & Revive 6 Resurrect 10oz. 1 Resurrect 33oz. $67.00 Regular $94.05 Shampoo Stalker 6 Washe Elite 10oz. 1 Washe Elite 33oz. $47.00 Regular $58.30 www.georgerileyspbc.com Intensive Scalp Care System 1.800.303.3630 New Styling Tools 1 Pro Iron 1 Thermal Power 8.5oz. $60.00 Regular $98.45 Frizz Control 6 Hapuna Anti-Frizz Reconstructor 10oz. 1 Hapuna Anti-Frizz Reconstructor 33oz. $70.00 Reg $93.55 SCALP CARE TRIO Tis the Season for Our Oily Scalp & Thinning Hair System PURCHASE 1 Numinox Hair Follicle & Scalp Stimulator 12 oz. RECEIVE FREE 1 Solv-X Oily Scalp & Hair Treatment Shampoo 12 oz. 1 Therapeutic Scalp & Hair Treatment Rinse 12 oz. $25.00 Savings $22.00 We re on Facebook! 1 Pro Dryer 1 Thermal Power 8.5oz. $64.00 Regular $100.45 Frizz Bewear 6 Hapuna Anti-Frizz Shampoo 10oz. 1 Hapuna Anti-Frizz Shampoo 33oz. $58.00 Reg $73.25 George Riley s presents Hands-on Cutting Class with William Whatley Monday, October 4 Cocoanut Grove Limited Class. Sign up Early! also featuring artists from ProDesign and Euchen William Whatley from Scruples Star of hit show Ambush Makeover, Hollywood celebrity stylist Spencer Lebowitz from Paul Brown Kerri Hoff from Onesta SKIN & SCALP TREATMENT Reduces Sunburn Inflammation Helps Repair & Heal Damaged Skin Soothes Burning Skin For Oily Scalp, Acne & Blemishes PURCHASE 1 TheraRx Antibacterial Scalp & Skin Wash 12 oz. DAMAGED HAIR DUO Removes Chlorine Corrects Hair Damage PURCHASE 1 Vivid Purifying Shampoo 12 oz. RECEIVE 1/2 PRICE 1 Final Finish Lite Acidifying Rinse 12 oz. $15.00 Salon Savings $5.00 SCALP CARE VALUE PURCHASE 6 Retail Scalp Care Trios(Above) RECEIVE FREE BACK BAR 1 Solv-X Oily Scalp & Hair Treatment Shampoo Liter 1 Therapeutic Scalp & Hair Treatment Rinse Liter $150.00 Savings $176.00 $9.00 Regular $11.00 PREVENT THERMAL DAMAGE Smooths & Shines Prevents Hair Color Fading UV Protection PURCHASE 2 DeFEND Thermal Protectant Mist 12 oz. RECEIVE FREE 1 DeFEND Thermal Protectant Mist 12 oz. $16.00 Salon Savings $8.00 George Riley s PBC 1.800.303.3630 www.georgerileyspbc.com

In this issue... 4 8 10 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. JULY 2010 CALIFORNIA STYLIST & SALON Blue Highways 4 Beauty Business Buzz......... 5 Building the Men s Business 6 The Nail Extension 8 Esthetic Endeavors 10 Classifieds 11-13 The Mane Objective 14 Calendar 14 What s New in the Market 15 On the cover... Jia Salon & Spa, Fresno, CA Hair and Makeup: Katie Seely, Photographer: Glenn Inskeep Models: Victor Perez and Brenda Spencer Specialty Equipment Facial Bed with Face Slot Model #8080 $229.00 White or Black vinyl colors only We ll meet or beat anybody s price! We also carry: Salon Furniture Manicure Tables Waxing/Massage Tables Shampoo Bowls Children s Hair Cutting Chairs Skin Care Equipment Spa Equipment New & Used Equipment All-Purpose Hydraulic Styling Chair w/headrest Model #965 Black vinyl only $379.00 Omaha $149.00 Black vinyl only Shampoo Chair Model #6010 Black vinyl only $159.00 Duke Model #2005 The Best Looking Barber Chair $895.00 Black vinyl only Multi-Function Facial Unit Features: Brushing, Vaccum, Spray, Steam With Ozone, Hi Frequency Galvanic, Wood's Lamp 5 Diaptor Magnifying Lamp & Easy-Roll Stand. Model #9214 $739.00 Majesty BUY DIRECT E ANA NDD SAVE! Styling Chair Model #STY A-6 $199.00 Black only Growing Business with Manpower Blue Highways Jerry Tyler What is the difference between women s and men s needs and what motivates them? 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 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 www.stylistnewspapers.com

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 14-24 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)391-3360 or email charlene@ybnlive.com. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com 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) 646-9050 or visit our web site: www.salonlasers.com Salon Lasers Better hair from the power of light CALIFORNIA STYLIST & SALON JULY 2010

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 1-877-852-4515 www.ecocolors.net disability JULY 2010 CALIFORNIA 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. inding a Health Insurance Plan and starting a Retirement FSavings Program can be a real source for worry for many cosmetologists. Not any more! Best Rates on Individual & Salon Professional Liability and Workers Comp. Support your career as a Professional Cosmetologist on a local & state level. Join (or renew) membership in the NEW CCA today! www.fortierinsurance.com www.the-cca.com 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 www.joegrooming.com or contact 703-847-1880 for more information.

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Nails for Males 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 highgloss 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 CALIFORNIA STYLIST & SALON

Marketing Skincare to Men You ve Earned Your License NOW LET YOUR LICENSE WORK FOR YOU! Estheticians Pharmacology Research Institute offers a FREE 4 HOUR SKIN-CARE WORKSHOP using Money Making Strategies to help you build a competitive edge with a solid foundation in esthetics. Let us show you how Money Can Really Grow from Trees A company with a history of 55+ years experience in Professional Botanical Skin Care Treatments along with Home Care Products from FANIÉ International info@fanie.com www.fanie.com 8 FARADAY, SUITE A, IRVINE, CA 92618 Call For More Information 1-800-441-3264 As and extra plus ask about our special California Cosmetology Associaton registration form and join our prestigious professionals with many special continuing education offers & more. MEMBER 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. 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. Gaining a good stretch is difficult and the skin can be easily torn, possibly requiring stitches to mend. 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 1980. 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 www.estheticsnw.com. READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com 10 JULY 2010 CALIFORNIA STYLIST & SALON

SALON OPENINGS GRAND OPEN ING - SA LON IN PRIME LO CATION - WOOD LAND HILLS next to Cof fee Bean and Jerry s Deli. Look ing for one mo ti vated, ex pe ri enced Styl ist & one Man i cur ist. Lots of walk-ins. At a shopping center next to 70 busi nesses. Call (818)825-3467 SIMI VAL LEY ~ SEEK ING MAN - I CUR ISTS & HAIR STYL ISTS FOR STA TION RENTAL Newly re modeled 2000 sq.ft. sa lon. Three months rent 1/2 price. On site Mas sage Ther apist & Facialist offer new cli ent spe cials. For more de tails call Mag gie (805)581-3072 5 STAR SALON & DAY SPA SEEK- ING HAIR STYL ISTS & MAN I CUR- IST VIP room and sta tions avail able for rent. Rent by the week or by the month. Great lo cation, free va let park ing. Stu dio City. (818)501-7778 RANCHO CUCAMONGA SA LON LOOK ING FOR IN DE PEND ENT HAIR STYL IST FOR BOOTH RENTAL $150 per week. Call Susan (909)944-7393 or (909)821-1094 STATIONS AVAIL ABLE FOR RENT IN A BOUTIQUE STYLE SALON ON MELROSE AV ENUE IN L.A. $300 per week - Tuesday-Saturday 8-7 ~ Must have a pos itive at titude! Please call (323)816-8071 for information. TORRANCE ~ HAIR STA TION & FA - CIAL ROOM FOR COMMISSION OR RENT Full ser vice sa lon. Great lo cation, friendly at mosphere. $125 per week - daily rates also avail able. Please call for more in formation (310)465-0035 or (310)703-2196 HAIR STA TION, TREAT MENT ROOM & SPA PEDI AVAIL ABLE ~ TOLUCA LAKE / BURBANK AREA Very flexible - rent or commission. Great lo cation near studios. Call Amy (818)729-9094 UPLAND, CA ~ BOOTH RENTAL FOR WON DER FUL STYL ISTS WITH CLI EN TELE Clean, friendly sa lon. Good location on Cen tral Av enue. Your cli ents will love it! Call Catherine (909)982-0710 WEST LOS AN GELES (BEVERLY HILLS / CEN TURY CITY AREA) Prime lo cation, close to Westside Pavilion ~ Up scale Beauty Sa - lon seeks top-notch tal ented Hair styl ists with creativity, pas sion & vi sion, who are self start ers! Terms: Ne go tia ble ~ (310)210-7246 LOS ALAMITOS - STA TION AVAIL ABLE Walk-ins. Bella Hair Designers, corner of Katella & Los Al Blvd. Call for more in formation (714)606-0926 CHINO,CA SA LON HAS RENTAL SPACE AVAIL ABLE FOR A HAIR- STYL IST, MAN I CUR IST & ESTHETICIAN $110 per week. Great work - ing at mosphere. Parking avail able. Walk-ins are welcome. Con tact Minin (909)438-0403 or Nancy (951)640-8712 HUN TING TON BEACH BOOTH RENTAL ~ HAIR, NAIL AND FACIAL ROOM FOR RENT ~ ALSO SEEK ING AS SIS TANT $125 / week or $400 / month. Must have own cli ents. Close to schools, Col lege and Malls. Call: (714)894-9668 REDONDO BEACH HAIR SALON ON PCH ~ STA TIONS FOR RENT FOR HAIR STYL ISTS, MAN I CUR ISTS & FACIALISTS $155 weekly. Per fect lo cation with plenty of parking. Must have cli entele. Some walk-ins. emilymgalarza@yahoo.com (310)748-1612 ENCINO ~ PRIME LO CATION ~ UP SCALE SA LON SEEK ING STYL- IST & MAN I CUR IST / PED I CUR IST Lo - cated next door to Jamba Juice, across from Starbucks. Station avail able for Styl ist and room avail able for Man i cur ist / Ped i cur ist. Lease or com mis sion avail able. Ask about our free rent spe cial! Call (818)386-0555 COSTA MESA MAN I CUR IST- LI- CENSED With Cli entele Part or Full Time In de pend ent Con trac tor For Nail Sa lon Established 30 Years - We Want a Friendly Professional to join us. Call Melita @ MOOD ES - CAPE (714)557-5055 ORINDA SA LON HAS STA TION AVAILABLE FOR RENT Es tab lished salon looking for Styl ist. Re ply to us in complete privacy. Call Char lotte for more in forma tion (925)899-4585. GREAT OP POR TU NITY IN REDONDO BEACH! STATIONS FOR RENT TO STYL ISTS WITH CLI EN- TELE Newly re modeled, up scale sa lon lo cated at the Crowne Plaza Ho tel ~ use of many ho - tel ame nities and free three hour park ing in - cluded! Sta tions $175 per week, one part time COM MIS SION open ing. (818)741-0336. CORONA DEL MAR SALON - STA TION AVAIL ABLE Low turn - over rate! First month free. Es tablished cli entele re quired. Backbar, towels, smocks, one free week va ca tion, ed u ca tion in cluded and more! (949)760-0962 CHAIR RENTAL OR % ~ UPSCALE BEAUTY SALON, SPA & BAR BERSHOP LOCATED IN SAN FRAN CISCO S UN - ION SQUARE Two months rent free!! Call Natalie or Helen for more information (415)421-7022 LEASE OFFERS LOWEST RENT IN TOWN FOR HAIRSTYLISTS & NAIL TECH - NICIANS!! LAGUNA HILLS, LAKE FOREST, MIS SION VIEJO ~ CALL TO DAY! Booths for rent or com mission (with cli entele). Across the street from Laguna Hills Cen ter next to Ralph s. Call Julie (949)280-3263 or (949)951-2116 STATION FOR RENT - NORTH - EAST CYPRESS $250 per month or $62.50 per week. Bring your clients. Call Fran for more in formation (310)952-1942 (home) ANAHEIM - THE HAPPY HAIR - OVER 36 YEARS SAME LO CA- TION, NEAR DIS NEYLAND See to ap - preciate. Cus tom haircutting sta tions. All private rooms with cus tom backbars and sinks. Private phones. $85 per week. (714)537-4247 CALIFORNIA STYLIST & SALON JULY 2010 11

SHOP FOR SALE OR STATIONS FOR LEASE IN GLEN DALE, CA Owner re locating. Low rent, good lo cation! Se rious in quiries only! Price re duced ~ $20,000 ~ last chance ~ won t last!! Call (818)389-9552 for more infor ma tion. BARBER SHOP FOR SALE IN BEAU TI- FUL WINE COUNTRY ~ NAPA, CA Ex - ceptional lo cation, busy year round. Great cus - tomer base, three chairs, great parking. Owner retiring. $10,000 OBO. Con tact Dave (707)548-6205 HUNTINGTON BEACH - BUSY, FULL- SER VICE SA LON HAS HAIR STYL IST STA TIONS, MAN I CUR - IST STA TION & PRI VATE ROOM AVAILABLE FOR RENT $185 per week. 10% commission on product sales. Great lo cation, newly re modeled. $500 in centive to join our team! Va cation af ter one year. Cli ent re - freshments. (714)585-1185 HAIR, NAIL & FA CIAL STA TIONS FOR RENT IN PLACENTIA 50% off six months. Rent or com mission. Great lo cation. Very friendly at mosphere. Call Bibi (714)223-1437 CHAIR FOR RENT AT EX CLUSIVE, UP SCALE ROB ERT SON BLVD. HAIR SALON IN WEST HOL LYWOOD ~ ALSO WORK AVAILABLE AT LUX - URY FOUR-STAR HO TEL SA LON ~ Call (310)487-7599 if in terested. RANCHO CUCAMONGA - BEAUTIFUL SKIN & BODY SPA Es tablished 18 years. One Facial / Mas sage Room and one Nail Sta tion for rent. Must have cli entele. Call for more in - for ma tion (909)948-0780 SAN DIEGO OLD SCHOOL BAR BER- SHOP Great landmarked location on busy main street just blocks from Bal boa Park. Low rent, customized shop. Fully equipped. Avail able for sale or lease. Call for more in formation (619)886-4247 NEWPORT BEACH - ONE MONTH FREE RENT! - TWO STA TIONS AVAIL ABLE Full time or part-time, must have es tab lished cli en tele. Bou tique Sa lon, great lo ca tion. Re cep tion ist, towel service,wifi. Call Shelly (949)887-6582 SALARY / COMMISSION BARBER - SAL ARY & COM MISSION - NAPA WINE COUNTRY Re lo ca tion allowance avail able. Send HAND WRIT TEN outline of ex perience & con tact phone num - ber. MAIL to BAR BER, 1370 TRANCAS #423, NAPA, CA 94558 MAKE A CA REER CHAGE FOR THE BETTER. A ca reer at Supercuts means be ing sur rounded by in di vid u als much like your self: cre ative, en er getic and styl ish. For a com pet i tive com pen sa tion, on go ing ed u ca tion, ca reer oppor tu ni ties and a fun en vi ron ment, call 1-800- 388- CUTS. Live Stylicious at supercuts.com/ca reers. SHOPS FOR SALE NORTH ERN CAL I FOR NIA: RARE OP POR TU NITY! SA LON FOR SALE IN BUSY DOWNTOWN PALO ALTO Six sta tions and fa cial room. All equip ment included. Must have good credit - $29,500. Owner re tiring. Also 5 ex tra nice light grey Hydraulic Chairs for sale. (650)207-0111 TRACY, CA ~ SALON & BAR BER- SHOP IN GREAT LO CATION FOR SALE ~ OWNER RE LOCATING ~ LAST CHANCE! Es tab lished Busi ness. Beautiful shop, Busy shopping cen ter with great parking. 7 sta tions, 2 shampoo sta tions, office. Lots of walk-ins. Fun & en ergetic shop. Must sell! Ex cellent price -$65,000 - won t last! For ap pointment: (209)481-1347 IF YOU RE LOOK ING TO RE LOCATE, ARE EN ERGETIC AND HAVE BAR BER SKILLS, THIS IS THE SHOP FOR YOU Lo cated in Canyonville, OR with ca sino nearby. 54 years invested. Jerry (541)839-6148 or (541)643-6148. PLEASANT HILL, CA ~ UNIQUE OP - PORTUNITY TO OWN A SA LON Fully equipped with eight sta tions, three sham poo bowls, man icure sta tion, fa cial room and more. Great lo cation. Rea sonable rent. Owner may stay on as a chair renter. Please call (925)689-9844. WEST COVINA SA LON FOR SALE Seven Sta tions, Three Sham poo Bowls, One Massage Room, One Fa cial Room, Washer / Dryer. Great Location next to Free way 10, newly remodeled, alarm sys tem, low rent. 1200 sq. ft, Asking $40,000.00 OBO. Call af ter 7 pm, (626)-378-7631 SMALL, UNIQUE SKIN CARE SALON FOR SALE 5 rooms in clude: re ception area, fa - cial room, office with washer / dryer, kitchenette and bath room. Nat ural light from win dows in 4 rooms. Fully fur nished - top of the line equip - ment & fur niture. Great West LA lo cation by Santa Monica Blvd & Beverly Glen. Price negotiable. Janine (818)326-7707 WANT OUT OF THE RAT RACE? LONE PINE, CA Quiet, sce nic re sort town in the East - ern Si erra Mts. Three sta tions, turn key, newly remodeled sa lon. Es tablished 25 years. Low overhead, good income for full or part time. Owner re locating. Call (760)793-1644 0r (760)937-0837 for details. ESTABLISHED SSF BAR BER SHOP / SA - LON FOR SALE Ex cellent lo cation on busy El Camino Real across from SSF High School. 3 chairs. Owner is re tiring. $25,000 OBO. Con - tact Benny (415)572-4875. BEAUTIFUL SA LON IN PRIME UP - LAND AREA Seven rented sta tions, fa cial room, three shampoo bowls, two dryers (room for 1 more), pedicure area, washer / dryer, kitchen area. Turn key ready with beau tiful fur - niture. Asking $45,000. Please con tact own ers at (909)969-4806 / (909)855-3937. MONTEBELLO, CA ~ BAR BERSHOP FOR SALE Very good lo cation. Four bar bers working. Five barber chairs, three beauty chairs. $47,000 OBO. Call (562)253-2120 (Eng lish) or (562)652-0694 (Span ish) TWO BLOCKS FROM CHICO STATE UNI VER SITY 900 sq. ft, re - tail / sa lon busi ness, low overhead, great land - lord. Well-established color / cut cli entele to help you get started. $15,000.00 OBO (in- ventory not in cluded). Fi nancing avail able with good credit. Owner leaving area. ( 530) 895-0101. Please e- mail: salonforsaleinchico@hotmail.com SALON FOR SALE- REDLANDS, CA ~ CLEAN, RE LAX ING AT MO SPHERE. SEVEN STA TIONS WITH FACIAL ROOM, LOUNGE, STORAGE CAB INETS. ES TAB- LISHED 50 YRS. $45,000.00 O.B.O. CON - TACT: (909)793-5255 (909)213-8888 ~ ROOM TO EXPAND THE BUSINESS SAN DIEGO OLD SCHOOL BAR BER- SHOP Great landmarked location on busy main street just blocks from Bal boa Park. Low rent, customized shop. Fully equipped. Avail able for sale or lease. Call for more in formation (619)886-4247 BEAUTIFUL SAN LUIS OBISPO, CA Lo - cated down town, great visibility, seven parking spaces, 1,100 sq.ft., seven sta tions, A/C, 13 year track re cord. Ready for new owner...start to morrow! Of fered at $57,500. Call Frank DuFault, Bro ker / As so ci ate, Adobe Re alty (805)459-8204 NIPOMO, CA - 995 SQ.FT. SA LON FOR $25,000 Six wet hair sta tions, one manicure sta - tion, one spa ped icure, one stand up tan ning, one massage room, three dry ers, lab area, washer / dryer on site. CVS cen ter. (805)929-6869 www.brianna-nicolesalon.com BEAUTY SA LON FOR SALE IN GARDENA Four stations. Good location, great park ing. Call Maria for more in formation (424)222-2964 or (424)222-2963 TEMPLE CITY SA LON FOR SALE Lo - cated in a shop ping cen ter on the cor ner of a busy intersection. 1200sqft with seven hair sta tions, three shampoo bowls,one nail sta tion, laun dry, back office. 15+ years in busi ness. Great Potential! $50,000. Call (626)292-1677 Mon-Fri 10:00am to 6:00pm. Sat-9:00am to 5:00pm USED EQUIPMENT SIX OLD FASHIONED BAR BER CHAIRS, Six sta tions with shampoo bowls built in. Lots of mirrors. Com plete barbershop set-up ready to go! $22,000 OBO. Also WANTED - EX PERT BAR BER - Call for more in formation (818)349-4310 (cell) or (818)626-9191 (leave message) SALES, SER VICES & RE PAIRS of Bar ber chairs, Sa lon chairs, and Hairdryers. Sales of NEW & USED Bar ber chairs and Sa lon chairs. We CUSTOM build Sa lon & Bar ber sta tions. UP HOL STERY / RE FUR BISH services. We cur rently have: 10 bar ber chairs on sale- starting price $75; 15 an tique bar ber chairs; New sa lon sta tions- start ing at $99.99; New sham poo cradles- start ing at $125. For more info call Jesse @ 310-830-4982 JJbarberdesigner.com Se habla espaol ONE GREY WHIRL POOL PED ICURE FOOT SPA with relaxor massage & graph ite upholstery, in cludes pedistool & trolley $1200. ~ Black cab inet with sink $100 ~ Call for more in for ma tion (909)948-0780 RECEIVE $10 OFF YOUR SECOND MONTH. It s a great time to ad vertise in the Cal i for nia Styl ist Classifieds! If you place your ad online at: www.stylistnewspapers.com you will get $10 off your sec ond month of ad vertising! NEW EQUIPMENT EL E GANT NAIL SUP PLY: We whole sale and re tail New & Used Sa lon Equipment, Sa lon Furniture and all brand-name prod ucts OPI, IBD, Gena, Cre ative, LaPalm We of fer on line con tin u ing ed u ca tion. Please visit our website for more in for ma tion: WWW.ELEGANTNAILSUPPLY.COM Phone: (937)258-0608 or 1-888-308-6308 SEXY EXTEN SIONS FOR YOU ~ HAIR EXTEN SIONS AND SUP- PLIES Call for more information 1-800- 586-4409 or visit: www.sexyextension.com 12 JULY 2010 CALIFORNIA STYLIST & SALON

PRE CI SION HAIRCUTTING CLASS with Nicolas. The ultimate one-on-one education. Full day of hands-on training at our San Francisco studio. $225 (includes mannequin head). Ca l l 8 0 0-9 8 2-1 9 9 5 or http://nicolashair.wordpress.com/?page_id=36 EDUCATION LEARN NEW TECH NIQUES 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 PERFECT YOUR HAIR CUTTING AND COLORING SKILLS AT MOGI Monday or Sunday daytime class. For more info call Mogi at (310)801-1450 or www.mogihair.com / http://mogihairedu.wordpress.com/ BUSINESS OPPORTUNITIES MAKE $100 PER HOUR SHARPENING SCISSORS AND CLIPPERS. I will beat anybody s price on any equipment and training. (408)439-9161 BUSINESS OPPORTUNITY FOR MOTIVATED SALES REPS FOR PRESTIGIOUS BO TAN I CAL SKIN CARE COMPANY Full and part time work in all areas and reap on-going rewards send resume to fjlighthouse828@gmail.net or fax 949-598-4511 IN SALON TRAINING offered by Rene Frelow, former owner and instructor of the In ter na tional Acad emy of Pre ci sion Haircutting. Small classes for focused, individual attention for Hairstylists seeking to improve and advance artistic abilities and techniques. Contact Rene at (415)695-9672 HAIR EX TENSION CLASSES ~ ALL THE POPULAR METHODS Increase your revenue! ~ Weft ~ Itip ~ Utip ~ Microlinks ~ Shrinkies ~ Fusion ~ Tape Method ~ Call Platinum Loxx today for more information! Stacy (760)519-9594. THREADING AND HENNA CLASSES AVAILABLE Full service salon. Station, hair henna for sale. Call for more information (650)669-0281 EYELASH EXTENSION CLASSES BY LashOut Call today for more information! Stacy (760)519-9594. DO YOU PROVIDE EDUCATION! Are you looking for a way to reach stylists in your area? Advertise in the California Stylist Newspaper classifieds and reach over 40,000 beauty/barber professionals. Call (503) 297-7024 or visit www.stylistnewspapers.com. MISCELLANEOUS DENTAL PLAN ~ NOT INSURANCE ~ SAVE UP TO 80% Includes vision, prescription, chiropractic...medical also. Starting at $14.95 per month. Linda (541)554-7953 dentalnow4u.com DONATE YOUR TIME: CALIFORNIA COS ME TOL OGY AS SO CI A TION SOUTHERN DISTRICT IS LOOKING FOR CCA VOLUNTEER MEMBERS to help create our future continuing education etc. We need dedicated people in all areas of Southern California. Our election is coming up in a few months - so let us hear from you. Non members and students can apply. (949)598-4500 CALIFORNIA STYLIST & SALON JULY 2010 13

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 14 JULY 2010 CALIFORNIA STYLIST & SALON often prefer their haircolor when it s noticeable. Here in Hollywood, on the red carpet, the media focuses directly on the 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 2007 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 www.marcopelusi.com. JULY 2010 10-12: Ohio Association of Beauticians, Inc. 72nd Annual Convention and Tradeshow, Miamisburg, OH (513)423-3342 11-12: Long Beach International Beauty Expo - Expo Latino, Long Beach, CA www.expolatino.com 17-19: Face & Body Spa and Healthy Aging Conference, San Jose, CA www.faceandbody.com 18: 20th Annual North American Hairstyling Awards (NAHA 20), Las Vegas, NV www.probeauty.org/naha 1-800-468-2274 18-19: Empire and ARROJO present Masters of Beauty Skills Certification Pro, Manhattan, NY MastersOfBeauty@empire.edu 18-20: PBA Symposium Consumer Culture, Las Vegas, NV. 1-800-394-5436 www.probeauty.org/symposium 18-20: Cosmoprof North America, Las Vegas, NV 1-800-557-3356 www.cosmoprofamerica.com 18-20: PBA Beacon, Las Vegas, NV 800-468-2274x117 www.probeauty.org/symposium/beacon 25: California Cosmetology Association 81st Annual Convention, Manhattan Beach, CA www.the-cca-com 800-482-3288 26: California Cosmetology Association s Student Day of Education, Manhattan Beach, CA www.the-cca-com 800-482-3288 26-27: Paul Mitchell Signature Gathering, Las Vegas, NV www.malys.com AUGUST 2010 7-10: Bronner Bros. Mid Summer International Hair and Beauty Show, Atlanta, GA, www.bronnerbros.com 9: BeautyTech s 8th Annual Long Island Network Day, Long Island, NY www.beautytech.com 22-23: Empire and ARROJO present Masters of Beauty Skills Certification Pro, Philadelphia, PA MastersOfBeauty@empire.edu SEPTEMBER 2010 12-13: Armstrong McCall Southwest Fashion Focus, Glendale, AZ www.armstrongmccall.com 19-20: 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 1-800-471-0229 tradeshow@lneonline.com 26-27: Armstrong McCall Worlds Fair, Austin, TX www. armstrongmccall.com 26-27: Beauty School Forum, Barristar Productions, Pasadena, CA www.barristar.com 800 SHOW-432 JULY 2010 5: Strategies Salon / Spa Business Training & Coaching presents FREE WEBINAR - How to Make Productivity Soar, visit www.strategies.com or 1-800-417-4848 5: Sweis, Inc. presents Keratin Complex Smoothing Therapy, Mission Viejo, CA 1-877-633-1717 www.sweisinc.com 6: Sweis, Inc. presents Keratin Complex Smoothing Therapy, Covina, CA 1-877-633-1717 www.sweisinc.com 11-12: The Doves present Cut & Color Connection, Santa Monica, CA www.thedovesstudio.com 12-13: Beauty West Services presents Balmain Fill-in Extensions & Double Hair, San Jose, CA 1-866-726-3241 www. beautywestservices.com 12: Ellen Clark Skin Care International presents Aging, Menopausal Skin - Theory, Treatments & Tips, Irvine, CA 1-866-290-4290 www.eclarkintl.com 12-14: Eva s Esthetics presents MLD Advanced, Oakland, CA 1-800-765-7597 www.evasesthetics.com 8: Sweis, Inc. presents Keratin Complex Smoothing Therapy, San Diego, CA 1-877-633-1717 www.sweisinc.com 19: Strategies Salon / Spa Business Training & Coaching presents FREE WEBINAR - Pricing Services - Are You Charging What You re Worth? visit www.strategies.com or 1-800-417-4848 19: Sweis, Inc. presents Keratin Complex Smoothing Therapy, Quartz Hill, Torrance, Lake Forest & Newhall, CA 1-877-633-1717 www.sweisinc.com Artistry of Makeup OCTOBER 2010 1-31: BeautyTech s 12th Annual Strut Your Stuff Nail Art and Enhancement entry acceptance - www.beautytech.com 3-4: Mid-American Beauty Classic, Columbus, OH www.premiereshows.com 3-4: Esthetique Spa International, Montreal (QC), Canada www.spa-show.com 10-11: Empire and ARROJO present Masters of Beauty Skills Certification Pro, Ft. Lauderdale, FL MastersOfBeauty@empire.edu 15-19 NW Nail Tech Networking Retreat, Seattle, WA 1-877-88- NAILZ www.nwnailtechs.com 16-17: International Esthetics, Cosmetics and Spa Conference IESCS Florida, www.iecsc.com 17-18: Premiere Birmingham 800-335-7469 premiereshows.com 17-18: Strategies High-Performance Front Desk Training, San Francisco, CA 1-800-417-4848 ext. 202 17-18: InSalon 2010, Saint Paul, MN www.insalonpro.com 1-888- 213-0949 24: Beauty School Forum, Barristar Productions, Indianapolis, IN www.barristar.com 800 SHOW-432 24-25: International Congress of Esthetics and Spa, Philadelphia, PA 1-800-471-0229 tradeshow@lneonline.com 24-25: Esthetique Spa International, Edmonton (AB), Canada www.spa-show.com 31-11/1: San Juan Beauty Show, Puerto Rico www.sanjuanbeautyshow.net NOVEMBER 2010 26-28: Wellness Asia Exhibition, Chennai Trade Centre, Chennai, India www.wellnessasiaexpo.com JANUARY 2011 14-22: Nail Those Profits at Sea Cruise, St. Martin, St. Kits, St. Lucia 1-800-809-6623 www.nailthoseprofitsatsea.com 29-31: Long Beach International Salon & Spa Expo, Long Beach Convention Center probeauty.org/isse MARCH 2011 20-21: Spectrum International Beauty Expo, Los Angeles, CA (310)680-7367 www.spectrumintlbeautyexpo.com 19: Ellen Clark Skin Care International presents Acne Care - Theory, Advanced Strategies & More, Irvine, CA 1-866-290-4290 www.eclarkintl.com 19-20: Beauty West Services presents Balmain Fill-in Extensions & Double Hair, Los Angeles, CA 1-866-726-3241 www. beautywestservices.com 26: RICA Italian Wax Ingredients & Technique, Santa Cruz, CA 1-866-806-6111 26: Eva s Esthetics presents Product Knowledge, Oakland, CA 1-800-765-7597 www.evasesthetics.com 26-27: Beauty West Services presents Balmain Fill-in Extensions & Double Hair, Sacramento, CA 1-866-726-3241 www. beautywestservices.com AUGUST 2010 2: Strategies Salon / Spa Business Training & Coaching presents FREE WEBINAR - Book Smart - The Art of Scheduling & Pre-booking, visit www.strategies.com or 1-800-417-4848 2: Ellen Clark Skin Care International presents Introduction to Global Beauty & Private Label, Irvine, CA 1-866-290-4290 www. eclarkintl.com 2: RICA Italian Wax Ingredients & Technique, Dublin, CA 1-866- 806-6111 9: Ellen Clark Skin Care International presents Jessner Peel Certification Training, Irvine, CA 1-866-290-4290 www.eclarkintl.com This one-year program of study prepares students to become fully-trained makeup artists capable of working in all aspects of the various makeup industries. Six courses in this program offer students the fundamentals of each makeup discipline including practical workshops, guest speakers, and field trips. Accredited by the ACCSCT Licensed by the State of California www.ei.edu 1.323.871.8318

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 www.jeanalexander.com or call 800.344.5326. 2. 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, www.bluebeardsoriginal. 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: www.heydudeskincare.com or call (800) 428-4114. 4. 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 www.kevinmurphy.com.au. 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 www.gageformen.com or call 1-866-227-4448. 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. 1 2 3 5 4 achieve well-being Interested in making positive life changes like managing your weight, regular exercise, or reducing your stress? Even if you re not ready! This online program will help you. www.myhealthinbalance.com FREE 2-month trial of our innovative award winning online program to help you develop a healthier lifestyle and achieve well-being. For people who are ready to change and those who are not. Go to www.myhealthinbalance.com for registration and participation information or call 1-800-927-3566. www.myhealthinbalance.com CALIFORNIA STYLIST & SALON JULY 2010 15

Zerran Reform Kit & Iron Special 100% Vegan Natural Hair Straightening System ZERRAN REFORM INTRO KIT WITH FLAT IRON 1 x 8 oz. Absolution Clarifying Shampoo 1 x 8 oz. Sulfate Free Conditioner 1 x 8 oz. Reform Shampoo 1 x 8 oz. Reform Conditioner 1 x 2 oz. Radiant Finish Frizz Control Liquid 2 x 1 oz. Hair Redemption Hair Repair Packets 1 x 8 oz. Hair Redemption Hair Repair 1 x Zerran Reform Flat Iron Call for information about Zerran Reform Headmaster Classes in your area (800) 626-1921 We re now on Facebook