0808 CA Stylist.indd - Stylist and Salon Newspapers

In this issue...
6
9
10
Beauty Business Buzz
Whether it’s o ering the latest celebrity
extensions or unveiling that great
new spray tan machine, you want to
make sure you get the most bang for
your buck. Shannon Wells o ers some
strategic moves you can make to
ensure success in introducing trendy
new services and products in your
salon.
Marketing Solutions
Professional hair extensions are not
just for extending the length of your
client’s hair anymore. Hannah Mayo
explains how with professional hair
extensions you can instantly add
exciting new physical volume and
texture to thin and lifeless hair.
Blue Highways
Hair enhancement is one of the
fastest growing segments of the
beauty industry. Jerry Tyler explains
the importance of being aware of
the challenges that come with the
major bene ts and sudden demand
which a ects both our clients and
our fellow licensees.
4 | AUGUST 2008 | CALIFORNIA STYLIST & SALON
Beauty Business Buzz . . . . . . . . . 6
Lash Out - Eyelash Extensions . . . 7
Beauty Shows and Events . . . . . . 8
Marketing Solutions. . . . . . . . . . 9
Blue Highways . . . . . . . . . . . . .10
Esthetic Endeavors . . . . . . . . . .11
The Nail Extension . . . . . . . . . . .12
The Mane Objective. . . . . . . . . .13
Classi eds . . . . . . . . . . . . . .14-17
California Board News . . . . . . . .17
Calendar . . . . . . . . . . . . . . . . .18
What’s New in the Market . . . . . .19
On the cover...
Photo Courtesy of
AFFINAGE
Correction: In the June 2008 issue of California
Stylist, the cover contest winning photo
color and cut was done by Vadre Grigsby
and Je rey Dufault.
Diversion — Still the Hot Topic
From the Editor
Lisa Kind
I recently attended Cosmoprof North
America in Las Vegas. My goal for attending
was to learn about the newest products and
companies and to hopefully establish some
good advertising and public relations contacts.
During the weekend the hot topic in all of
my conversations was—you guessed it—diversion.
It is amazing to me how many different
opinions there are. Some claim distributors
drive diversion. Others insist manufacturers
are the culprit. Still others believe diversion
is happening at the salon level. Whom do you
believe?
One thing is for sure. Stylists are getting
frustrated and starting to take a stance to combat
diversion. Here are a few excerpts (edited for
brevity) of comments I received after the July
issue of the Stylist focusing on diversion hit the
streets.
— David Yerks, Palm Springs, Calif.:
Diversion is here to stay, and yes, it is growing.
Recently, I noticed products on the grocery
and drug stores’ shelves that promised they
would never be diverted. However, these
companies are now owned by L’Oreal. Coincidence?
I cut the hair of an owner of one of the
grocery stores in my area, which also carries
diverted products. I asked to meet the person
who buys their cosmetic and toiletry line so
that I may point out the “Professional Retail
Only” label. She told me she buys directly
from a distributor who comes into the store.
The prices in the stores are not very different
from what they are in the salon. If it
is slightly higher, people will still pay more
because of the convenience. When the manufacturers
of the “Professional Only” products
become accustomed to the profits, they will
eventually go public and forget the people who
helped promote their products.
If I sound bitter, it is because I am. I often
think, “Why bother?”
What is my way of combating it? I sell a
line that limits how many salons in the area
can sell their product (similar to what Aveda
does). My next step: private label. Yes, it can be
a bit costly to start with, but at least I have the
control.
— Darryl Manco, Pacific Beach, Calif.:
Over the past quarter decade, I have witnessed
one of the worst tragedies within our industry
that a salon owner and stylist could witness.
What I refer too is the idea that we are the
reason for product diversion. Each time I read
about this it makes me disgusted, and I am
tired of the empty promises made by the holding
companies.
No salon or stylist buys in such quantity to
be able to support the needs of a national chain
retailer. How many cases of product would
we need monthly, I ask, to supply say Target,
Nordstrom Rack, Longs Drugs, Rite-Aid, etc?
I ask stylists that are addicted to brand
named products, “Why carry such allegiances
when the holding company does not care
about you?”
Take some time, and do your research in
your local stores. When you see those famous
brands on the shelves, divert yourself from
those brands and go shopping for ones that
keep the profits in your hands.
Just imagine no commitment contracts, no
lies and no diversion. Besides, you will enjoy
the markup.
— Keith James, San Francisco, Calif.: We
are not always aware of the impact diversion
has on our bottom line, but it is important we
do so. Diversion is ever increasing and looks,
at best, only to increase corporate profits.
While beauty product manufacturers boast
about their never-ending investment to prosecute
the diverting offenders, it’s understood
by most salon owners that the manufacturers
and distributors divert the product themselves.
I recently chose to remove more than
$5,000 of retail product from my shelves as
numerous clients were apologetically informing
me of their ability to purchase their professional
haircare products at a significantly lower
price from Bay Area retailers.
— Christopher J. Fatica, Erie, Pa.: My
opinion, based on information and research
I have done over my decades in the industry,
is that retail outlets like Target and Wal-Mart,
where we find many diverted products, don’t
buy from salons or independent distributors.
They go right to the manufacturer.
I am sure “Professional Manufacturers”
are the suppliers to the retail outlets because
only they can supply enough product to meet
the demands of the Targets and Wal-Marts of
the world. Buyers for large retail chains have
confirmed this information for me. But don’t
take my word for it; check it out for yourself.
These manufacturers generate a lot more
revenue from consumer product sales in large
retail outlets than through distribution or
salons. However, if a manufacturer wants to
stay clean, it can.
——————
If you have anything you’d like to add
about the diversion topic, or anything else,
email me at lisa@stylistnewspapers.com. I’d
love to hear from you!
On a lighter note, at the show I also received
eyelash extensions from Novalash artist
Sophia of Houston, Texas. I have to say, I love
them and receive compliments on them all of
the time. Thanks to Novalash and Sophia for
doing such an outstanding job.