october 008 - Stylist and Salon Newspapers

California Stylist & Salon
Volume XIII, Number 5, Issue 149
October 2008
Published monthly by
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Publisher
Managing Editor
Copy Editor
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Art Director
Classified Sales
Linda Holland
Lisa Kind
James Giddings
Joel Holland
Marcy Avenson
Erica Gibson
Kelly Smith
Contributing Writers:
Judy Culp, Jerry Tyler, Vicki Peters,
Shannon Wells, Marco Pelusi, Neil Ducoff,
Adam Lucas, Jayne Morehouse
California Bureau of Barbering
and Cosmetology
Kristy Underwood, Executive Officer
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| OCTOBER 2008 | CALIFORNIA STYLIST & SALON

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In this issue...
Marketing is Still the Most Important
Ingredient in Your Business
9
10
14
Blue Highways
While branding alone does not
guarantee success, having an
identifiable brand does differentiate
you or your business in the
beauty marketplace. Jerry Tyler
explains how branding establishes
who you are and where
you are placed in the market
landscape.
Better Business
Preparing for the holidays
requires planning if you want to
reap all the benefits a successful
holiday season can offer. Neil
Ducoff offers tips to make the
most of the holiday rush.
Beauty Business Buzz
From where to advertise to how
much to spend, Shannon Wells
takes a look at some of the keys
to success when creating an
advertising plan and what you
need to know to make sure
you’re getting the most bang for
your advertising buck.
Know When to Grow . . . . . . . . . 6
Marketing Solutions. . . . . . . . . . 8
Blue Highways . . . . . . . . . . . . . 9
Better Business . . . . . . . . . . . . .10
The Nail Extension . . . . . . . . . . .12
Beauty Business Buzz . . . . . . . . .14
Esthetic Endeavors . . . . . . . . . .15
The Mane Objective. . . . . . . . . .16
California Board News . . . . . . . .17
Classifieds . . . . . . . . . . . . . .18-21
Calendar . . . . . . . . . . . . . . . . .22
What’s New in the Market . . . . . .23
On the cover...
Photo Courtesy of
FRAMESI
From the Editor
Lisa Kind
No matter how great you are, if people
can’t find your salon or spa, you’ll never get to
prove it.
This month’s Stylist focuses on marketing
to help you find ways to bring people into your
place of business.
Suppose you own a spa and you’ve been
struggling to build that perfect service menu
that’ll bring droves of people to experience the
wonderful pampering you offer. Would you
like some help putting the menu together? If
so, check out Judith Culp’s article on page 15
“Creating Your Perfect Menu.”
Marketing knowledge is essential this
time of year to plan your holiday strategy. And
bear in mind the holidays are trucking toward
us full throttle. We all know our businesses
need to grab as much of the holiday plenty as
we can. Thumb over to page 10 and let Neil
Ducoff tell you all about “Creating a Holiday
Crush.” He’ll tell you how to compare your
historical performance to your goals, and create
a winning strategy to fulfill those goals.
Planning ahead is the topic of “Prepping
Your Salon and Staff for Holiday Traffic” on page
8, and you’ll be reminded of the importance
of doing a little up-selling that not only helps
everyone look extra festive this season but also
helps your bottom line.
Getting people into your establishment is
easier and return customers more often if your
business stands for something. What is your
brand known for? Are your customers aware
of your philosophy? For help in using this approach
to help your business, we have a couple
wonderful articles for you.
Jerry Tyler’s “Branding” article on page 9
will help you see how having a clear picture
of what you stand for and determining what
motivates people to become faithful clients can
help you create a real brand awareness. Reading
his probing questions, and consider how
you answer can make a real difference in helping
you create an image people will identify
with and seek out.
Then let Vicky Peters’ article blow your
mind by telling you a brief story about Mac
computers and iPods. Trust me; it all makes
sense once she finishes explaining. She helps
you see how some of the biggest names out
there helped all of us identify what their name
means, what they stand for. Then she’ll give
you some great ideas for how you can do it
too. You’ll find her article on page 12 under
the headline “Are You Branded?”
Then there’s the ever-confusing world of
advertising. Have you ever wished you knew
“The Who, What, When, Where and Why of
Advertising”? Under that headline on page 14,
you’ll find Shannon Wells’ discussion of the
secrets of not just throwing your money at a
bottomless advertising pit, but careful planning
your financial strategy of an advertising well.
She’ll remind you of not only the necessity of
advertising, but also the importance of knowing
and using some key factors in advertising.
So you’ve mastered your marketing and
advertising plan and your salon is full to it’s
capacity. Have you ever considered opening a
second location? Get some advice from those
in the know by reading How to Know When the
Time is Right to Grow on page 6. Industry leaders
from the International Salon Spa Business
Network share their insights, experience and
advice.
This issue has more in store for you than
what I have mentioned. Although the focus of
this month’s Stylist is a little more nitty-gritty
deep thinking about a heady subject, we still
tried to keep it fun and engaging. I hope you
enjoy the whole issue, and I am interested
in any comments you may have on how the
advice you find here works out for you. Email
me at lisa@stylistnewspapers.com.
4 | OCTOBER 2008 | CALIFORNIA STYLIST & SALON

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How to Know When the Time is Right to Grow
By Jayne Morehouse
If you’re a salon or spa owner, have you
considered opening a second location?
If so, perhaps you’ve had questions.
How do you know when the time is right?
What are the reasons to grow into additional
locations, as opposed to adding on to your
existing space?
To get some answers from the pros who
have been there and done that, we asked
some of the leaders of the International Salon
Spa Business Network—formerly known as
the International Chain Salon Association—
to share their insights, experience and advice.
“It’s time to consider growing when you’ve
reached a couple of milestones. First, when
you are at maximum capacity at your existing
location and second, when you have the
cash flow to support a second unit,” explained
Charles Penzone, chairman of Charles Penzone,
Inc. in Columbus, Ohio, and secretary
for the network. “That means you need to
look carefully at how many hours a week your
chairs are occupied and producing revenue.
Look at the dollars you are generating per
square foot and how much more you could
generate if you double shifted your stations.
If you’re close to maximum earning potential
and occupancy for most chairs for most of the
hours you are open, then it might be time to
consider opening another location.”
Added Bob Floreak of Acuity Human
Resources LLC, a company that consults with
members of the network, including Philip
Pelusi Salons, “When you’ve decided to grow,
it’s critical to focus on your culture. The biggest
issue that affects growth as salons move
from one or two locations to multiple locations
is that they start to lose the small business
culture. ...What that means is the burden
of more employees creates the increased
likelihood of additional employee relations
issues, turnover and even legal challenges,
because it becomes more difficult to manage
a large number of employees. To improve
the potential for success and to mitigate the
possibility of employee relations and [human
resources] issues, companies need to train
their managers on the basics of performance
management and labor compliance as well as
adopt defined [human resources] policies and
procedures.”
Once you do decide to grow, Gordon Logan,
president of the International Salon Spa
Business Network and CEO of Sport Clips,
a Georgetown, Texas-based sports themed
company offering salons for men and boys
with more than 500 units across the country,
offers these steps to success:
1. Develop a thorough business plan.
Excel spreadsheets are great for this, since
you can change the assumptions to see what
impact client counts, average service tickets,
retail sales, etc. have on your bottom line.
Factor in additional costs of two locations:
communications, training, etc. Be realistic
about build-out costs, you don’t want to under-estimate
the cost to open. Improvements
to the space, equipment, store front sign, supplies,
inventory for resale, marketing costs to
get the word out, ... etc. all have to taken into
consideration.
“Banks loan to those who have a realistic
business plan that is not overly optimistic.
Develop worst-case best-case scenarios to see
what happens if everything doesn’t go just
like you hope it will. Be prepared for setbacks
by factoring some cushion into your working
capital allowances.”
2. Once you finish your business plan,
talk to your banker. Don’t be discouraged
if he says no. Many times, you have to talk
to several lenders before you find one who
understands our industry and has faith in
your ability to operate multiple locations.
Check into Small Business Administration
loans. They are perfect for owner-operators,
are usually easier to obtain unless you have a
substantial net worth.
3. Make sure you have a management
system in place. Running two or more locations
is more complicated than just one. You
can’t replicate yourself, so you have to have
systems in place and you need to document
them well, so someone else can do it in your
place.
4. Train your manager to run the new
location. If you don’t have someone in your
salon that is capable of running your next
salon, you need to hire someone or develop
someone presently on your team. Invest in
outside seminars on leadership and management,
building a team, coaching and counseling,
etc. Attend workshops at hair shows on
management. Have your manager-to-be run
your existing location for a few weeks to see if
they are capable and like being in a leadership
role, before taking the reins full time.
5. Join trade associations, like the
International Salon Spa Business Network,
where you can learn from and network with
others who have opened new locations.
6. Have a strong point-of-sale computer
system, so you can monitor performance
and inventory, etc. at any time from
your home office and your new manager can
use the performance reports to coach and
counsel the team.
7. Develop a stylist recruiting program.
You will have more stations to fill with
new locations. Talk to school owners to let
them know you are planning a new location.
8. Organize your training. You can’t do
it all one-on-one by yourself any more. Use
outside resources, like product manufacturers,
distributors, etc., to supplement your
in-house resources.
9. Be prepared to work harder than
ever until you get everything under control
and cash flow positive. Expect it to be harder
than you ever imagined.
Concluded Penzone, “Carefully studying
your numbers will give you the best roadmap.
Putting a location in just so you can
grow isn’t always the best move to make. In
fact, sometime if you already have multiple
locations, you’ll become more efficient and
more profitable by reducing your number
of locations. Growing can be terrific, but
downsizing might be the most prudent decision,
depending on your financial position.
Remember, over the long run, profitability is
what matters.”
6 | OCTOBER 2008 | CALIFORNIA STYLIST & SALON
Jayne Morehouse is public relations director for the International Salon Spa
Business Network. For more information, call 866-444-4272, visit www.
salonspanetwork.org or join the network’s next conference on May 31-June
2, 2009 at The Ritz-Carlton Hotel in Amelia Island, Florida.
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Prepping Your Salon and
Staff for Holiday Traffic
Marketing Solutions
Adam G. Lucas
It’s never too early too prepare.
Why not start preparing your salon and
stylists for the holidays now? It’s important to
get clients in the state of mind that when the
seasons change, so should their hair.
During the holiday season, in the whirlwind
of exciting festivities, caroling and
cake, we can’t forget about the importance of
great holiday hair. With all of holiday parties
coming up right around the corner, every
client who will celebrate with special family
events and parties will need quick and easy
hairstyles.
Remember, it’s never too early to put up a
little tinsel in the window.
We all know that nothing is more fun
than getting ready for that holiday party with
an exciting new haircolor update. As professional
hair designers and hair colorists, we
must always offer complimentary consultations
to explore what new haircolor, highlight
and lowlight options will help our clients
creatively stand out in any crowd this holiday
season.
Be sure to keep up with the latest trends
in upcoming holiday fashion. The newest
reds, blondes and brunettes are sure to add
excitement. Upstyle hair designs are an elegant,
classy style perfect for these occasions,
especially when accented with multidimensional
haircolor or highlights. If needed, take
an extra haircolor and upstyle class, so you are
ready to help your clients.
Today, women with short, medium and
long hair can easily wear updos. Able to be
worn with almost any sort of outfit ranging
from casual to formal, upstyle hair fashions
are great for adding that extra special touch to
your client’s total look. Upstyles are not worn
on a daily basis, so get ready to help your clients
stand out in the crowd and to feel free to
shine with some festive hair accessories like
barrettes or jewel studded hair pins.
Sherif Zaki, owner of the Sherif Zaki
Salon and The Oasis Spa in Greenville,
Delaware explained, “It is very important to
sit down with your client to explore their
needs, likes, dislikes and options, so you will
be able to have the look of their dreams. If
the client wants to consider some haircolor
or highlight options, it is important to make
sure it matches their facial shape, skin tones
and lifestyle needs. Whether it is soft and sexy
waves, half up and half down or a sexy look,
you can explore an array of options by looking
through some hairstyle books.
“It is also very important to determine the
condition of the hair and whether or not it
can handle the haircolor and hairstyle that the
client may desire. You need this special time
with your client, in order to learn if what they
want is what you can both achieve before any
customized services may begin. There are
plenty of new seasonal prom, party and wedding
hairstyle options available for teens and
adults to consider.”
This time with your client is very important,
especially with the holidays around
the corner. This is a perfect time to mention
salon gift cards. Give the gift of beauty. Ask
them to consider a salon gift card. Emon Zaki
stated, “Gift Cards can be created for any
dollar amount and they can be used to enjoy
services and products from your salon. It’s
the gift that always fits perfectly, never goes
out of style and is sure to please anyone on
your list.”
Be sure to help your clients maintain
that holiday hairstyle and haircolor update
by using the correct professional products.
Sherif Zaki went on to say, “Conditioning
Treatments are extremely important this time
of year, especially when you use haircolor.
Be sure to recommend a series of products
and application regimens that is best for your
client’s hair type. Dry winter weather when
combined with excessive blow-drying and
curling iron styling during the holidays may
dry out your client’s hair in these winter
months. A good product is a perfect accent
for any great haircut and haircolor treatment.
“Teach them how to use the products,
appliances and brushes at home between salon
visits and they will stay even more loyal to you
and your salon. Each professional hair design
and conditioning product we have at Sherif
Zaki Salon serves a special purpose. Be sure
to consult with your clients to explore which
products will work best for them to make sure
that they will look great every work day and
party night during this holiday season.”
Remind your clients that no matter what
new holiday haircut and haircolor they go for,
plan to have fun.
The holidays can be hectic, so be sure to
help them prebook and to plan their holiday
party hair appointments ahead of time. If you
and they plan ahead, you’ll be sure to help
them stylishly step out into the holidays with
a fresh new cut, color and confidence. And
that equals return business.
Adam Lucas is Marketing Coordinator at Marketing Solutions, a complete
marketing, advertising, graphic design, PR and consulting services firm
for salons, spas, manufacturers and beautycare entrepreneurs. For more
information, call 703-359-6000, e-mail MktgSols@MktgSols.com or visit
www.MktgSols.com.

A Brand Differentiates You From
Others in the Beauty Marketplace
Blue Highways
Jerry Tyler
With the uncharted waters of the economic
times in which we are living, it is
time to reassess ourselves as individuals and
company brands.
Many industry professionals, albeit talented,
full of passion for their craft and ready
to take on their future success, have no idea
of their brand identity or the part it plays in
today’s market.
While branding alone does not guarantee
success, having an identifiable brand does differentiate
you or your business in the beauty
marketplace. It establishes who you are and
where you are placed in the market landscape.
Having an identifiable brand makes you
unique; it says who you are and what you
stand for, and hopefully this will resonate
with your intended client base. Notice I used
the word “intended.”
You have to begin with a clear picture
in mind as to the customer or client base
you wish to acquire. You have to know what
motivates them to visit that special stylist
or salon; figure out what attracts them to it.
What do they look like? What is their fashion
profile, income and educational background?
What other brands do they purchase or
see themselves as customers of? Are they
Cadillac or Prius? Are they Armani or Juicy
Couture? Are they college bound or college
educated? Do they collect fine art, or do they
collect tattoos? Who is this satisfied client in
my chair receiving all the amazing expertise
my brand has to offer.
Then comes the hard questions: Am I
or my salon the place they will want to be
in? Am I in alignment with the culture they
desire to be in? Do I look the part?
If I desire a high-end big-ticket clientele,
do I provide services on the level they will
require? Do I have the advanced and cuttingedge
skill sets to provide current and relevant
answers to their fashion and beauty needs?
Do I need to upgrade my image and
wardrobe to look the part to appeal to that
high-profile client? Do I have the customer
service and communication skills to care
for and connect with my intended clients?
Does my perceived value meet or exceed the
client’s expectation?
These are all important points to consider
and make the needed changes to assure meeting
your target client’s needs and upholding
the integrity of your special brand.
In the realm of branding I always advise
using the “be, do, have” model.
1. What do you want to be? What do you
want to be perceived as? Who are you? What
are you?
2. What are you going to do to achieve
this? What positive action steps are you going
to take? What resources will you require to
get it done? What timeframe will you set
yourself to accomplish what you want to be?
3. Most importantly, what do you want to
have when you have fulfilled the first two?
What is your reward? This requires you to
begin with the end in mind. Know your ultimate
destination before you start the journey.
Developing yourself or your business as
a brand is a creative and challenging journey
that evolves as you go. The demands of our
ever-changing beauty industry require us to
actively assure our continued success now
and in the future.
Jerry Tyler’s column Blue Highways is his “Road Less Traveled” perspective
on the solutions and challenges facing the beauty industry. Jerry Tyler has
been a stylist since 1975 serving as the former artistic director for Vidal Sassoon
Academy and currently as Director of 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.
CALIFORNIA STYLIST & SALON | OCTOBER 2008 |

Create a Holiday Crush and Reap the Benefits of the Season
INTERNATIONAL HAIRCOLOR EXCHANGE
TO REGISTER
Better Business
Neil Ducoff
Now is the time to begin marketing your
salon or spa for the end-of-year rush.
Preparing for the holidays requires planning
if you want to reap all the benefits a successful
holiday season can offer.
That’s why now is the time to focus on the
essentials of holiday planning: from service
and retail, goal setting, to retaining all those
valuable first-time clients. And don’t forget to
plan your best gift certificate strategies, from
promotion to redemption.
To make the most of the holidays, first
consider historical performance. What kind
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of numbers has your salon or spa posted in
the past?
Decide which areas need improvement:
preliminary marketing, phone coverage,
technical consistency, anything at all. Which
services, products and technicians
are traditionally in great
demand, and are therefore
overburdened during the
holidays? And perhaps the
most important question is
what to do about it all.
Your holiday strategy will
consist of several components.
For example, you need a product
plan, including merchandising, sales scripts,
packaging and promotional objectives. Likewise,
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Consider whether the holidays represent an
appropriate time to launch new services, or to
stick with what works.
And if service sales really go through
the roof in the next few months, are there
Now is the time to focus on the essentials of holiday
planning: from service and retail, goal setting,
to retaining all those valuable first-time clients.
enough technicians on your team to satisfy
client demand? Historical data will be your
best guide for determining where to set your
holiday sights.
Holiday Merchandising and Gift
Certificate Strategies: The word “merchandising”
usually conjures images of a sparkling
display case at an immaculate desk, or of
forward-facing items placed three inches apart
on the shelves. Those are important practical
elements of a merchandising plan, but there
are external less known elements that are just
as important.
The first thing you must merchandise is the
business itself. A shiny, happy salon is attractive
to clients. But a shiny, happy salon is not just
about keeping the floors swept and displays
dusted. It begins behind the scenes, with the
things clients don’t see. It begins in the back
room and weekly huddles, where team members
establish codes of conduct, dress, interaction
with clients, customer service initiatives…
when you stop to make your list you may be
surprised at how many things are on it.
Hectic holiday schedules make it even
more interesting. So it’s especially important
to establish rules of conduct for dealing with
frazzled, time conscious clients. Some will be
delighted with everything the salon offers; others
decidedly won’t be. Either way, the holiday
season is a time for infinite patience from salon
owners and team. Client perception will determine
whether the business truly capitalizes on
holiday client traffic.
How to Retain Those First Time Holiday
Clients: All first time clients challenge
many salons and spas, but first-time holiday
clients even more so.
Ah, the holidays. For many in the retail
and service industries, there is no substitute
for—and no way to live without—the financial
boon provided by consumers possessed by the
spirit of giving. Some salon and spa businesses
are absolutely dependent on the gift certificate
driven cash influx they usually experience in
November and December.
Then the clients come and here begins the
real test: what happens to these clients? Do
hundreds or even thousands of first-time faces
disappear? A few questions and keystrokes on
the phones and at the point of sale can capture
enough information to give you an edge on
turning them into repeat visitors. The important
first step, which many businesses forego,
is asking the questions.
A gift certificate, with no
follow-up plan for retaining the
client, is not worth the paper it’s
printed on. Coordinated marketing
campaigns cost money, sometimes
in significant amounts. The
reward for this investment is new
client traffic. Once the clients start
to arrive, a salon or spa is charged
with converting them into loyal, raving fans. If
this does not happen, the business would have
fared much better marketing to its existing
client base, which costs significantly less than
new client acquisition.
A Holiday Hypothesis: How many
gift certificates will your salon or spa sell this
season? What will be their average value, and
for which services? Generally, salons and
spas will see about 75 percent of holiday gift
certificates redeemed. The average number of
clients retained varies greatly, and depends on
many factors, including which services they
experience. Clients that redeem certificates for
luxury services are less likely to return, because
they consider the visit a treat; it’s nice as a
gift, but not something they would normally
indulge themselves in.
Let’s Look At Some Numbers: Let’s say
your salon sells 100 gift certificates. Of these,
75 percent are redeemed. Of those 75 clients,
35 percent come back for another visit. The
business nets 26 new clients.
Sadly, those numbers are probably generous
for many salons and spas. Redemption
percentages fluctuate, and most salons retain
closer to only 30 percent of first-time clients.
So the question is, if a salon only retains
roughly 25 percent of its gift certificate
customers, is it really worth the hassle and
expense? Some business owners do not
hesitate to say that it is. It’s important to reach
as many clients as possible. Others feel the
funds invested in concept, design, production,
mailing, paperwork and tracking are better
spent elsewhere. Both points are valid. Either
way, the trick is turning clients that you pay for
via marketing expenses into paying clients via
referrals and a greater share of their personal
business.
If you play your cards right, each generation
of first-time clients will produce another,
as they refer and purchase gifts for friends and
acquaintances.
Neil Ducoff, founder of Strategies and author of the upcoming book “No-
Compromise Leadership,” developed the team-based pay concept
more than 30 years ago and developed a company that trains and coaches to
ensure businesses implement the program successfully. For more information,
visit www.strategies.com.

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Are You Branded?
The Nail Extension
Vicki Peters
Would you be able to write down what
your brand stands for in one sentence, if
someone asked?
It’s important to be able to do so. Here’s a
story that helps explain why this is so.
About two years ago, I crossed over to the
dark side, sold my PC and got a Mac and have
never looked back. Not only do I have a Mac
laptop, I have a desktop now,
killer Mac speakers, listen
to Mac podcasts, have the
top of the line iPod and was
one of the first ones to get
an iPhone. I make frequent
trips to take one-to-one
lessons at the Mac store and
find myself perusing the
apple.com website daily. I
guess I am hooked on the
Mac brand.
And the reason for this
story? Here’s a question: are
your clients hooked on you
just as I am hooked on Mac?
If not, you need to brand yourself and get
them hooked. Apple, like McDonalds, Target,
Starbucks and other well known brands, have
been successful in branding themselves so
you know whatever you buy from them will
provide their consistent quality. We nail techs
need to do the same.
Many established salons have successfully
branded themselves, like Aveda Salons, Fantastic
Sams and others. Looking at successful
salon brands, you not only get a template on
how to manage your salon, but also proven
techniques as well as products. Clients rely on
product quality and these salons make sure the
quality is there.
Here’s an example of a nail salon who is
successfully branding themselves. Profiles
Salon in Cape Coral, FL is in the process of
branding themselves with products and franchises.
Amy and Tracy McClure, salon owners,
have established signature services that are
unique and set them apart from all the other
salons in town. They have an acrylic application
style that is different and are always up on
the current trends. They specialize in glitter
nails and have established a station where they
can bling toes, which is one of their special
services. Profiles Salon has branded themselves
so well that you can tell where clients get their
nails done just by the style of nails.
Branding is something I am doing some
serious thinking about with my business
as well. Now that I have a product to sell, I
am considering aligning myself with a few
other companies to brand us all together. My
You need to
define your value
and product, the
product being
your service and
the retail that goes
along with it.
product has always been non-product-centered
education. Now I have to think about
branding everything I am doing in such a way
that the tech knows the consistency and value
of what I am offering.
You need to do the same even if you do
not have a salon. You need to define your value
and product, the product being your service
and the retail that goes along with it.
You can go two ways with product by
either choosing one company’s products and
using them exclusively or creating your own
brand. Doing your own product line is easy
and not as expensive as you might think. Start
with topcoat and cuticle oils.
Many companies private label
their own products and have
small quantities. Find a good
private label company who will
not only design the label for you
but will print them as well. You
can mix your own custom cuticle
oils and lotions, have your
table towels embroidered with
your logo, wear logo shirts or
aprons and you can easily have
files printed with your logo.
You can brand your own
polish and custom mix your
acrylic colors as well. As long as you stay with
the same acrylic company you can custom
blend your pink so it’s different that what is
normally seen.
Another way to brand yourself is to work
with all the other techs in the salon and create
a consistent method of doing nails with the
same products. Like it or not, it’s what the
non-standard salons have done very successfully.
Clients that frequent such salons usually
do not care who does their nails as long as
they get them done. So from a salon owner’s
perspective, it’s much easier to have a walk-in
service, something most of us don’t do. Their
brand is consistency in simple services. And
that’s a brand people can understand and
count on.
Now you need to define your brand. Are
you a pink and white acrylic tech? Do you
specialize in manicures and pedicures? Are you
a gel only kind of gal? Think about what your
specialty is and build that brand. Talk to your
clients and ask them what they think your
brand is; you may be surprised, you may already
be branded. If so, you’re one step ahead
of the rest—now go market it.
Tip of the Month: Millie Haynam, master
nail tech and salon owner recommends
reading the following book “Make a Name for
Yourself” by Robin Fisher Roffer.
Vicki Peters is a 26 year veteran master nail tech, competition champion,
judge, international educator, author and manufacturer and serves on the Nail
Manufacturer Council. For more information visit www.vickipeters.com or
email her at Vicki@vickipeters.com.

o
The Who, What, When, Where and Why of Advertising
Beauty
Business Buzz
Shannon Wells
Advertising… any successful business
owner knows there is no surviving without it.
Only a few know the true secret to successful
advertising, the kind that gets the
results intended without paying into a bottomless
pit. From where to advertise to how
much to spend, let’s take a look at some of the
keys to success when creating an advertising
plan and what you need to know to make sure
you’re getting the most bang for your advertising
buck.
The Who: The first thing to determine
is exactly who your ideal audience is. Many
companies have an idea of who their ideal
client is, but you’d be surprised at how many
companies do not.
When determining your ideal client, you
need to be specific. Age, type of occupation,
income level, location, even gender are all
important characteristics to nail down. If you
aren’t aiming to bring in a certain type of client
then you are missing a great opportunity to tailor
your message, your efforts and eventually
your results. Determining a list of attributes
that fit your ideal client will give you great
insight into how best to reach them.
The What: Many people are lost on the
concept of advertising. I’ve seen many salons
and spas dump random amounts of money
into various forms of advertising hoping for
results, and then repeat the same thing the
next year, never knowing the actual outcome
of their advertising dollar.
According to Michelle Bautista, business
advisor for Your Beauty Network, a
great place to start is to allocate a specific
percentage of your budget to advertising.
“We recommend businesses use 1.5 percent
of their total service sales towards advertising.”
This recommendation provides
a specific number to use for advertising
rather than throwing endless funds at this area
of your business.
Measuring your results is also imperative
to managing your advertising dollars. Bautista
adds, “A great way to manage and measure
your results is to make sure your return on
investment is at least three times the amount
you spent on the advertising in the first place.”
Use these tips to measure what you need to be
spending on advertising.
The When: Deciding when to start your
advertising campaign depends on what you
want to accomplish. Are you announcing
something new? Are you attempting to win
new clients or send a message to existing
clients? Are you announcing a time-based
promotion? Traditionally it takes two to three
months to penetrate a market. Plan your advertising
accordingly so you get the word out
in advance of when you want to see the results.
If you have a product launch or a holiday
Determining a list of attributes that
fit your ideal client will give you great
insight into how best to reach them.
special, you want to get the word out a couple
of months in advance.
The Where: There are so many options
and mediums in which to advertise your business
today. Television, radio, billboards, magazines,
yellow pages and even the internet are
some of the most common methods used and
can be very successful if there is some strategy
to which ones you select.
Your best choice of advertising medium
goes back to who your audience is. Which of
these items is your ideal client most likely to
use? Where is the client located and which of
the mediums will reach them there?
For example, if your ideal client is a
business executive, radio ads running during
traditional work hours will not likely be heard
by your ideal client. Make a list of the likely
habits of your ideal client and it will dictate
which mediums you should select as well as
the specific genres of the medium. Attracting
moms as your ideal client, for instance,
may dictate you advertise in local kid’s
activities publications.
The Why: Advertising really is a
matter of necessity. It is essential to getting
the word out, generating interest,
reaching new clients and portraying a
positive image of your business.
Understanding what you want to
accomplish with your advertising and creating
a planned and measurable budget is essential
in ensuring advertising success. Determining
your ideal clients and then going to where they
already are to spread your message is an effective
way to make sure your message is getting
to the right people. Make your plan to find out
the best fit for your business!
Shannon Wells is the Marketing Manager of Your Beauty Network, a
beauty industry ongoing business support service. It offers a membership
based business support resource used by over 700 salon and spa owners.
For more information, visit www.ybn.com, call 866-364-4926 or e-mail
shannon@ybn.com.
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Creating the Perfect Menu for Your Esthetics Practice
Esthetic Endeavors
Judith Culp
There is more to creating a perfect salon
menu than meets the eye.
Creating a menu for an esthetics practice is
more complicated than just listing mini-facial,
cleansing facial and waxing services, etc. For
a successful esthetics menu, it’s important to
tailor it to the exact target market segment,
the locale and the individuality. If these factors
were ignored, the results would be marginal
at best.
The first step is to analyze your target
market. This is an important step to consider
before even opening your practice. If you
haven’t done this, take time now to do so.
Have you geared your practice to spa-type
relaxation treatments, holistic treatments,
acne treatments, anti-aging therapies, teens
or boomers? This is probably something you
must have thought about before locating your
business. You probably wouldn’t put a teen
acne oriented clinic in a medi-spa geared to
anti-aging injectables.
If you already have a space, then take a
careful look at the demographics and needs
of the incoming clients. Consider their age,
genetic background, level of disposable income
and even regional preferences, and then you
can create that truly effective menu.
If they are a younger crowd, they may be
more interested in hair removal, treatments to
deal with problem breakouts and techniques
to prevent the signs of aging. If you carry
makeup, these people are probably into more
trendy looks and fun colors.
If your client base is more in the baby
boomer age group, then you will definitely
want to focus on anti-aging treatments and
have home care products designed to assist
with this. While there are some exceptions,
as women get older they tend to go for softer
makeup looks and the color choices that compliment
this. As we age, we suffer more hair
loss; therefore, this is a good market in which
to offer permanent cosmetic services.
If the client base is dominantly working
people or those with stressful lives, then offering
stress-reduction treatments is a sure winner.
Genetic background plays an important
role in menu development. If you have a client
base dominated by those with Fitzpatrick IV,
V or VI skin tones, they need treatments and
products to fight hyperpigmentation. They
may also be looking for someone skilled in
hair removal techniques and know how to deal
with resistive hair. Microdermabrasion services
might be better to offer than chemical exfoliation
for these skin tones.
The level of disposable income of your
potential clients is critical for you to know.
Are they looking for skin care on a budget?
You will want effective services that don’t
have a high product cost or equipment cost
so you can offer services that will be within
their financial reach. Manual microdermabrasion,
alpha hydroxy acid treatments or some
of the new inexpensive high tech devices may
be just what is called for. It is exciting to see
some great new tools for estheticians that are
in the under $500 range. This puts them in the
budget of new technicians and clients.
You must also take into account your
regional location and preferences. Northeasterners
have different tastes and live different
lifestyles than those in the deep southeast. The
salon menu should be designed with this in
mind. Capitalize on the region you’re in. A spa
in Key West, might consider offering the new
hot shell treatments, where those in a Rocky
Mountain state might stick with hot stones.
Spas are a good example of facilities that
consider these regional flavors. At the Hershey
Spa in Hershey, Pennsylvania, chocolate treatments
are their specialty. In the Napa Valley,
one finds treatments on the menu that use
grape byproducts, champagne or other winery
related specialties. The Northwest is now
growing more wine grapes, and spas in the
region are making use of the related oils and
juices. Oregon is also becoming a lavender
growing area and numerous lavender products
and services are emerging. Every area has its
own specialties, capitalize on yours.
The final consideration is personal
strengths. If you love makeup, find a way to
focus your business around this. If you are a
waxing diva, focus on that and your clients will
find you. Sometimes we try so hard to please
others, when we would be better off doing
the things that please ourselves. Certainly, our
practice will have its share of compromises;
but why not create a career that pleases us
instead of just doing what we perceive the
client wants?
Once we have determined all the factors to
consider, then we need to express our offerings
in words and phrases that are understandable
and attractive to the client. Sometimes we can
be so scientific we burden them with information
they really don’t want.
A menu that gives the tantalizing basics can
be backed up with a price list and with a sheet
or brochure, that gives them all the inviting
details. If we call it a “Raspberry Rejuvenation
Delight,” then in the brochure we can create
word pictures that will lure them right into the
treatment room.
Menus are not static items. Review them
routinely to evaluate your best selling services
and client requests. Once you have an established
client base they will be loyal and stay
with you for years. However, this means you
will need to change your services as your client
base ages to keep up with their changing needs.
Just like our careers, our menus are evolving
and changing. Giving them the attention they
need is one of the best marketing strategies we
can pursue.
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.
CALIFORNIA STYLIST & SALON | OCTOBER 2008 | 15

Apprenticeship Program is Reaching Out
One Business Owner Commits to Community Responsibility
Gracie Young, an East Bay entrepreneur for more than 20 years brings her Greater East
Bay Barber/Cosmetology Apprenticeship program to Marin County, San Jose and San
Joaquin County.
After 12 years of success and service in Contra Costa, Alameda, San Francisco, San
Mateo and Solano Counties, the program now makes its unique opportunity available in
Marin, San Jose and San Joaquin County.
“The apprenticeship program is a two-year collaborative between salons and apprentices,
Pittsburg Adult, Cal Works, PIC, vocational rehab, youth incarceration programs and school
to work programs,” explained Young.
The program’s system is based on a simple and practical concept, “founded on practical
on-the-job training, and related academic instruction,” Young demonstrated, “to provide
an efficient, cost effective method for employers to use in getting skilled, industry trained
employees.
What makes this program stand out is it gives all people an opportunity. “Our mission is
to reach out into the community, targeting young adults to offer them viable alternatives [in
order] to [achieve legitimate] lucrative incomes as opposed to falling prey to street corner
[drug] sales, becoming victims of the lottery dream, or recipients of state allocated funds,”
asserted Young. “We do have an open door policy to all interested apprenticeship candidates
or salons owners seeking approval to start satellite programs in their county.”
What does Greater East Bay Barber/Cosmetology Apprenticeship program ask licensed
barbers and cosmetologists already working in licensed establishments to give back? Young
wants them to become a master trainer and employ or train young adults in the community
so that they can become future licensed barbers and cosmetologists.
Instructor Certification Programs are available. For more information, call 510-267-0617
or write GEBBCA Training Facility 1908 Telegraph Ave. Oakland, CA 94612.
GEBBCA is an approved state-certified apprenticeship workforce-development program
for barbers and cosmetologists. Classes taught by licensed credentialed instructors.
Reach the Recession-Proof Client
The Mane Objective
Marco Pelusi
Has your business been slower lately? Has
it been a quieter summer than usual? Does
it feel like everyone is complaining about the
economy, inside and outside of your salon?
Well, to some degree, I’m quite certain
we’ve all experienced some version of that
scenario not just in recent months, but also
throughout our careers and we all need to
find a way to adapt and succeed.
One way to start is to become a specialist.
Learn to accentuate your uniqueness, or
your specialty, as a hairdresser, every day. Ask
yourself, what do I offer? What services can I
perform that make me stand out distinctively
from every other hairdresser or hair salon in
my area? If you can’t answer these questions
definitively or easily right now, that’s OK,
but it’s time to take a good, hard look at your
work, and figure out the answers.
Begin with an honest list of your
strengths and weaknesses as a stylist. Don’t
worry about the weaknesses, though. Focus
on the strengths and focus on what makes
you exceptional. Once you discover your
individuality, tell everyone, starting with each
client in your chair. It doesn’t matter if it’s a
client with whom you’ve worked for twenty
years, or a new client—he or she may not
even realize you have a specialty.
A great example is that recently one of
my hairdressers had a male client that did not
realize she could color his hair—until she
told him that she specialized in color. Now,
she has a new color client.
The goal of identifying your specialty is
to leave your thumbprint, or your signature,
on your work. The idea is to give your clients
a service he or she cannot replicate anywhere
else, or at least, anywhere else within your
vicinity.
Once you’ve acknowledged your expertise,
it may take time to believe in yourself
as a specialist. For me, it’s always been about
color, after working with chemists and manufacturers
in their color labs for so many years.
For you, it may be that you outdo everyone
else in the area with wedding hair, which is a
very special skill.
So if it’s weddings or something else, tell
everyone about your unique service—advertise
it, market it, put it on your business cards,
and do as many of them as you possibly can,
over and over. This repetition of your newly
branded skill will only build your confidence
and a common belief in your community that
you are the best. That’s the goal.
And finally, the long-term objective is to
attract that particular client who will come to
you for the rest of your career, regardless of
what is happening in the economy, the country
or their personal life or finances, because
you are so good at what you do. Achieving
this goal will create the recession-proof client
who will always learn to make room for you
in their budget, even in tough times.
Make the transition from a Jack or Jane of
all trades, “master of none” as the saying goes,
to becoming a specialist and you will attract
lifelong clients.
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.
16 | OCTOBER 2008 | CALIFORNIA STYLIST & SALON
14th Annual Hair Design and Beauty Expo Returns
to the Historic Cocoanut Grove Santa Cruz
The 14th Annual Central Coast Hair Design and Beauty Expo, “Beauty at the Beach”
returns to the historic Cocoanut Grove in Santa Cruz on Sunday, October 12, 2008. The
expo includes great platform artistry, educational presentations, demonstrations, and new
products including nail art, cosmetics, jewelry, and skin care. The oceanfront Cocoanut
Grove adjoins the Santa Cruz Beach Boardwalk, and is within short walking distance of
hotels, restaurants, and shopping.
Featured platform artists include Yosh Toya, named one of the top educators of the
century by Modern Salon Magazine; Nicolas, a master cutter and the owner of Nicolas Studio
in San Francisco and his own product line; Madrid Johnson, a motivator and dynamic platform
artist; Isaac Antonio from L’ANZA; master designer Jon Richards; John LeFreniere,
a chemical and straightening specialist; Marc Reid, a Scruples platform artist and color
specialist; Mike Stevens, an expert in clipper cutting and hair design; and Gloria “GiGi”
Ford, a hair replacement expert and author of Don’t Lose Your Clients Because They Are Losing
Their Hair.
Combining a top-notch education with a beach vacation, the Hair Design and Beauty
Expo starts at 10am on Sunday, October 12, at the Cocoanut Grove in Santa Cruz. Tickets
are $25 in advance or $35 at the door. For more information or to order tickets please
call 831-423-2053.

inding a Health Insurance Plan
and starting a Retirement FSavings Program can be a real
source for worry for many
cosmetologists. Not any more!
Protecting Licensees from Identity Theft
With over a half a million licensees and several incoming applications everyday, the Bureau
of Barbering and Cosmetology understands the importance of protecting our licensees from the
dangers of identity theft. Currently, the Bureau is in the process of developing a new practice
that would omit the licensee’s personal address from all printed renewal licenses. This way,
when your license is displayed at you workstation, you don’t have to worry about your personal
information getting into the hands of identity thieves. Below are 10 tips, developed by the
Department of Consumer Affairs, Office of Privacy Protection, that can help further protect you
from identity theft.
Top 10 Tips for Identity Theft Protection ——————————
1. Protect your Social Security number.
Don’t carry your Social Security card in your
wallet. If your health plan (other than Medicare)
or another card uses your SS number, ask
the company for a different number.
2. Fight “phishing” – don’t take the bait.
Scam artists “phish” for victims by pretending
to be banks, stores or government agencies.
They do this over the phone, in e-mails and in
the regular mail. Don’t give out your personal
information – unless you made the contact.
Don’t respond to a request to verify your account
number or password.
3. Keep your identity from getting trashed.
Shred or tear up papers with personal information
before you throw them away. Shred credit
card offers and “convenience checks” that you
don’t use.
4. Control your personal financial information.
California law requires your bank
and other financial services companies to get
your permission before sharing your personal
financial information with outside companies.
You also have the right to limit some sharing of
your personal information with your financial
services companies’ affiliates.
5. Shield your computer from viruses and
spies. Protect your personal information on
your home computer. Use strong passwords:
with at least eight characters, including a combination
of letters, numbers, and symbols, easy
for you to remember, but difficult for others to
guess. Use firewall, virus and spyware protection
software that you update regularly.
6. Click with caution. When shopping online,
check out a Web site before entering your
credit card number or other personal information.
Only enter personal information on
secure Web pages with “https” in the address
bar and a padlock symbol at the bottom of the
browser window. These are signs that your
information will be encrypted or scrambled,
protecting it from hackers.
7. Check your bills and bank statements.
Open your credit card bills and bank statements
right away. Check carefully for any
unauthorized charges or withdrawals and
report them immediately. Call if bills don’t
arrive on time. It may mean that someone has
changed contact information to hide fraudulent
charges.
8. Stop pre-approved credit offers. Stop
most pre-approved credit card offers. They
make a tempting target for identity thieves
who steal your mail. Have your name removed
from credit bureau marketing lists. Call tollfree
1-888-5OPTOUT (888-567-8688). Or
opt out online at www.optoutprescreen.com.
9. Ask questions. Ask questions whenever
you are asked for personal information that
seems inappropriate for the transaction. Ask
how the information will be used and if it
will be shared. Ask how it will be protected.
Explain that you’re concerned about identity
theft. If you’re not satisfied with the answers,
consider going somewhere else.
10. Check your credit reports – for free.
One of the best ways to protect yourself from
identity theft is to monitor your credit history.
You can get one free credit report every year
from each of the three national credit bureaus:
Equifax, Experian and TransUnion. (More
comprehensive monitoring services from the
credit bureaus cost from $44 to over $100 per
year.) Order your free annual credit reports by
phone, toll-free, at 1-877-322-8228, or online
at www.annualcreditreport.com.
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CALIFORNIA STYLIST & SALON | OCTOBER 2008 | 17

SALON OPENINGS
FASH ION IS LAND, NEW PORT
BEACH - UP SCALE SA LON Seek ing
en thu si as tic Styl ist with cli en tele. Great op por tu -
nity for the right per son to join a well-established
salon in a so phisticated lo cation. One week com plimentary.
(949)322-9555.
STYLIST STA TIONS FOR RENT Sa -
lon Angelique. Claremont / Pomona area.
Three sta tions available. Call For De tails. Ask
about move in specials. (909)593-8193
HAIR STA TIONS AND ROOM
AVAILABLE FOR LEASE IN UP-
SCALE BRENTWOOD SA LON Great lo cation.
Backbar, tow els, three hour cli ent parking.
Established salon, must see! Call for more in formation
(310)613-6163
5 STAR SA LON & DAY SPA SEEK ING
HAIR STYL ISTS VIP room and stylist stations
available for rent. Rent by the week or by the
month. Great lo cation, free valet parking. Stu dio
City. (818)501-7778
LOMITA, CA - FA CIAL ROOMS
WITH EQUIPMENT, HAIR / NAIL
STATIONS AND MAS SAGE ROOMS FOR
RENT Sa lon in great lo cation. Stylist and Man i-
curist rent or com mission. Call Lupe
(310)257-1924
BELLFLOWER HAIR DE SIGNS now has Stylist
Sta tions for rent @ $125 per week. Work any -
time Tues day-Saturdays, 9am-9pm. Very close to
91 and 605 Freeways. Call Mary (562)920-7051
SAN RAMON, CA Hair sta tions for rent by the
week or month. Tow els, backbar, park ing. ALSO
NEEDED an As sistant for hair salon & hair re placement
ser vices. CALL FOR INFO (925)383-1956
LARGE, MOD ERN, BEAU TIFUL, NEWLY
RE MOD ELED, UP SCALE, FULL-SER VICE
SALON IN H.B. has hair station, nail sta tion &
one mas sage or esthetician room available. Must
have some cli entele. Lockers, high end backbar &
towels pro vided. Low rent. Con tact
(714)448-6148
HAIR STATION FOR RENT IN WELL
ES TAB LISHED, FULL-SER VICE HAIR
SALON IN THE SAN BERNARDINO /
HIGH LAND AREA be tween Arden and Vic -
toria. Lots of park ing. Tow els pro vided, wash /
break-room, wax ing, Man i cur ists, Mas sage
Therapist station. Bring your cli entele and grow
your busi ness with us. Cof fee, TV, snacks, treats
plus a friendly atmosphere and a great team of
Stylists that have over 10 plus years ex perience.
First two weeks free, call Ruth (909)862-5501
SAN FRANCISCO / UN ION STREET SA -
LON is look ing for an am bitious and tal ented
stylist who rocks at hair! Chair rental or com -
mission avail able for the right per son. This is an
amazing lo cation with lots of natural sun-light
and large stations. In terested parties please call
Erika (415)332-5450
ANTON’S SALON HAS TWO OPEN INGS
FOR STA TION RENTAL - LONG BEACH,
CA $165 per week rent, $20 per month for sup plies.
First week free. Get your own key. Call Deb bie
(562)400-1654 antonsdesignsalon@ya hoo.com
DOWNEY, CA: STATIONS FOR RENT /
COM MIS SION & OPEN INGS FOR
ESTHETICIANS Call Miguel (562)862-2111
VIP SA LON AT THE BLOCK OF OR -
ANGE is look ing to hire a new Re cep tion -
ist that can sell prod ucts and is mo tivated. Also
seek ing tal ented Styl ists that have cli entele to join
our team. We have rental sta tions available for $50
per day, $300 per week. We use Schwarzkopf color,
Aveda and Bb Bb products. Walk-in traffic and cli -
entele (good tips) and re tail com mission. We are lo -
cated next to Starbucks and Saks 5th. Please fax
your re sume: (714)769-3274 or call Holly
(714)978-7758
PART-TIME SA LON AS SIS TANT
NEEDED, MAN I CURE STA TION
AND STYLIST STA TION FOR RENT in a
fun lo ca tion in San Fran cisco. Call
(415)566-4152
CHATSWORTH, CA - STYL IST STA -
TIONS AND PRI VATE ROOM
AVAIL ABLE at Plush Salon. We of fer flex ible
move-in op tions, great lo cation and, for a lim ited
time, FREE RENT! Con tact Kimmie
(818)701-7587 or Kimmie@PlushHairSalon.com
for more in for ma tion.
COZY SA LON IN GLEN DALE, CA One hair
station for rent $115 per week. Facial chair for sale
$50. Call (818)246-0467
ENCINO - FULL SER VICE SA LON NEEDS
MAKEUP ART IST with dual spe cialty in Skin,
Hair or Elec trolysis etc. Pri vate room for rent. Ask
for Sharon (818)225-0636 or (818)881-4780.
AT TEN TION: Brand new bar bershop now hir -
ing Barbers & Hair stylists - Mis sion Hills area.
Call (818)332-6483 for more information.
NEWPORT BEACH - PCH - HAIR STA -
TIONS AVAIL ABLE FOR RENT AT
AURA SALON Two sta tions avail able. Great lo -
cation, plenty of park ing, clean sa lon. Very reasonable
rent. Must see! Please call (714)308-3469
LEASE OFFERS
HUNTINGTON BEACH - THE
BEST SA LON IN OR ANGE
COUNTY!! Beau tiful shop on Beach Blvd has
rooms avail able for rent for Hair, Nails, Massage
or ?? Great at mo sphere, a won der ful place
to work! Call (714)841-4740 for details.
HAIR IN SHAPE - FIVE MINUTES FROM
MARINA DEL REY Booth for rent. Some cli entele
needed. Part-time or full-time. Parking in rear.
Call Lupe (310)384-2585
HAIR STYL IST STA TION AVAIL ABLE
IN PALM DESERT El Paseo. $200 per week.
Eight weeks free with one year lease. Your
schedule, your prod ucts, your prof its. Be your
own boss! Call (760)862-9890
TORRANCE look ing for HAIR STYLIST and
MANICURIST with cli entele to rent space in a
DYNAMIC FULL SER VICE SA LON with great
team. Full or part time, great lo cation! Call for
more in for ma tion (310)703-2196
RANCHO CUCAMONGA HAIR SALON
HAS TWO MAN I CUR IST STA TIONS AND
ONE STYL IST STA TION AVAILABLE FOR
BOOTH RENTAL with clientele. Great lo cation.
Clean and friendly atmosphere. Call Su san
(909)944-7393 or (909)821-1094
HUNTINGTON BEACH - BUSY,
FULL-SERVICE SA LON HAS TWO
HAIRSTYLIST STA TIONS & ONE FACIAL
ROOM AVAIL ABLE FOR RENT Styl ist Sta -
tions $185 per week, Fa cial Room $700 per month.
10% com mission on prod uct sales. Great lo cation,
newly re modeled. Vacation af ter one year. Cli ent
re fresh ments. (714)585-1185
TORRANCE - FACIAL / MAS SAGE / RE -
TAIL SPACE FOR RENT Very nice of fice style
space attached to sa lon. Pri vate en trance and
restroom. Perfect for tech nician with cli entele.
Only $750 per month. Call (310)703-2196
LOS GATOS / CAMP BELL Pris tine,
well-established sa lon / skincare cen ter. Stop
throwing your rent money away when you’re
not working! Pay rent only on days you’re here,
never when you’re not here. Sen sible rent ing.
Call (408)483-7412
CITRUS HEIGHTS, CA - HAIR STATIONS
FOR RENT $500 per month. Busy lo cation. First
month free! Call for more in formation
(916)628-6108
18 | OCTOBER 2008 | CALIFORNIA STYLIST & SALON

HAIRSTYLIST NEEDED IN VERY PLUSH,
PRIVATE, NEWPORT BEACH SALON
FOR WEEKLY RENTAL Also part-time (two
days per week) rental available. Please call Sharon
(949)631-3183 or (714)553-0439
BAR BER WANTED Great shop in Or ange
County. Established lo cation. Mt. Zion Barbershop.
Ask for Scott (714)898-3488.
SPACIOUS AND CHARMING SA LON
IN SAN MARINO HAS STYL IST STA -
TION AVAIL ABLE Backbar, tow els and your
own key. Snacks, tea, cof fee and many cur rent
magazines with large waiting area. Come by and
take a look. Rent is $750 monthly. 2492 Huntington
Drive. Con tact (818)426-4311
COMMERCE - BELL GAR DENS - BELL -
DOWNEY AREA Three sta tions avail able. Bar -
ber / Cos metologist. Be your own boss / own hours.
Three months free rent. Nice shop, parking,
business park. Must have own cli entele. Only $350
per month. Will con sider Manicurist.
(323)728-5259 (714)397-0535
SUNNYVALE, CA. - WELL ESTAB-
LISHED SALON HAS STYL IST STA -
TION FOR RENT Busy shop ping plaza. Plenty
of parking. Call now! (408)530-9701 or
(408)410-8721
PLEASANT HILL - HAIR STYLIST & MAN-
I CUR IST STA TIONS FOR RENT in an es tablished,
newly re modeled sa lon. Con genial atmosphere.
Ex cellent park ing. Ph: (925)945-6667 Fax:
(925)689-9844
SHERMAN OAKS - HAIR AND
NAIL STA TIONS, PED I CURE SPA
AND FA CIAL ROOM AVAILABLE FOR
RENT in a beau tiful, full-ser vice sa lon. Great
offers available, newly renovated, free parking.
Located on a busy street next to 101 and 405
Freeways. http://www.CutConnection.com or
call Sheila (818)528-7273
SEEK ING BAR BERS & COS ME TOL O GIST
who want to make their time count in a new and
unique en vironment. In L.A, San Bernardino &
Riverside Coun ties. Also, Bar ber chairs for rent in
Rialto. Con tact Mike (909)421-8320 or
(909)770-4782
SALON LE ROUGE, ORANGE, CA
our el egant and newly re modeled Full
Service Sa lon lo cated in a busy area has Styl ist
Stations available for Rent, one Man icure / Ped i-
cure sta tion and one Esthetician room available
for Com mission. For more information please
con tact Beate at (714)639-8000.
UPLAND HAIR SA LON HAS SIX STA-
TIONS AVAILABLE with shampoo bowls. For
Cos me tol o gists or Bar bers, one Man i cur ist.
Backbar & tow els pro vided. Friendly at mosphere,
great park ing. Very reasonable rent or com mission.
Brenda (909)981-4049
TORRANCE - FULL SER VICE SA -
LON - HAIR STA TION, NAIL
STATION & FA CIAL ROOM FOR RENT
Must have some cli ents. Low rates. Call Monica
(310)346-2033 or (310)373-9351
SAN FRANCISCO UN ION SQUARE
Great lo ca tion! Hair styl ist sta tion avail able
for lease full or part-time. Two weeks free! Towel
and laundry ser vice pro vided. Sell your prod ucts!
Set your own hours! Be your own boss! Call
(415)391-7090
ROSEVILLE, CA - STA TIONS FOR
RENT $550 per month. New salon.
Great lo cation. West Roseville. Call Angie
(916)784-2929
TORRANCE, CA - ES TABLISHED,
LIVELY SA LON HAS A STA TION
FOR RENT $125 per week, two weeks free rent.
Great lo cation with lots of parking. Clean and
friendly sa lon. Con nie (310)325-9032 Tues.-Sat.
or (310)320-7034
NOW OPEN - LE PRINCE SALON & DAY
SPA / EL CAJON / RANCHO SAN DIEGO
Booth rent available for Hair stylist / Man icurist /
Aes the ti cian. This beau ti ful, newly de signed sa lon
has 10 brand new chairs. The Styl ist sta tions are
very mod ern. Two Manicurist tables, one ped icure
spa chair and two large rooms. Need: Hair stylist,
Man i cur ist, Aes the ti cian. Call Amir
(619)670-5123, fax (619)670-5115
CANYON COUN TRY, CA - STA TIONS
AVAILABLE FOR RENT Hair sa lon, large shop,
newly re modeled. Great place to work. Lots of
parking. Call for more in formation (661)252-6266,
ask for Barbara.
SARATOGA, CA - BEAU TIFUL, UPSCALE
NAIL SA LON HAS STA TIONS FOR RENT
Plenty of parking. Call for more in formation
(408)644-6026 or (408)741-0707
WOODLAND HILLS ON VENTURA
BLVD. Fam ily at mosphere. Great parking.
One month free. $150 weekly. Bring your cli -
ents, they will love it! Large stations, break
room, back pa tio. Call Jan (818)676-1331 or
(818)304-4443
$
SANTA ANA - HAIR STATIONS FOR
RENT - ONLY $100 PER WEEK Great lo cation,
close to 55 Free way and 22 Freeway. Plenty of
parking, friendly en vironment. Make your own
hours, be your own boss! Call Marina
(714)261-4573
DOWNTOWN LOS ANGELES - LO-
CATED IN THE FA MOUS
BONAVENTURE HO TEL New, modern sa lon
has two hair stations, one fa cial room and one nail
station available for rent. Also one open ing for li -
censed Cos me tol o gist - min i mum three years experience.
Ask for Lani or Wolf (213)892-1545
SALON AT PACIFIC BEACH, SAN DIEGO
HAS HAIR STATION FOR RENT $150 per
week. Good park ing. Your cli ents, your schedule.
Call Trinh (858)274-4332 or (858)380-8465 - cell
ES TAB LISHED SA LON IN
BEVERLY HILLS - GREAT LO CA-
TION Four stations and one fa cial room for rent.
Great parking. Call for more in formation
(310)273-7869
HAIR STYL IST -CY PRESS AREA Great lo cation
and friendly atmosphere . Be your own boss.
Call for more in formation - ask for Young
(562)242-6715
MONTROSE-TIRED OF DRAMA? Work in a
lovely, two chair sa lon with peace ful sur roundings
in Montrose Shop ping Park. Plenty of free and di -
rect parking for cus tomers. $125 a week.
(818)245-0258
STATION RENTAL OR PARTNERSHIP
AVAILABLE IN LAND PARK AREA (Sac ramento)
Full ser vice sa lon. Call (916)739-8194 or
(916)447-3464.
CALIFORNIA STYLIST & SALON | OCTOBER 2008 | 19

RANCHO CUCAMONGA: PRI VATE &
SEMI-PRIVATE ROOMS FOR RENT 10%
commission on re tail sales. Two weeks free.
(909)987-8840 Shafer & Co. Hair Stu dio
NEWLY RE MOD ELED SA LON -
GARDENA, CA Busy Tozai Plaza Mall. Two
booths avail able for rent for Hair stylists. Of fering
nail and eye lash perm and ex tensions ser vice.
Great lo cation with lots of parking. Clean &
friendly sa lon. Call Tojo @ (310)279-0588
SALON SURROUNDED BY MARINA DEL
REY, MAR VISTA & VENICE HAS HAIR
AND MANICURE STA TIONS FOR RENT
Good lo cation. Reasonable rent. Please call
(310)398-8463
CITRUS HEIGHTS AREA - STA TIONS
FOR RENT $450 per month. Must have cli entele.
Call Vickey for more de tails (916)802-7767 or
(916)725-2996
SALARY /
COMMISSION
WORK FROM HOME Port land Or e gon man u -
fac turer/dis trib u tor has an open ing for a pos i tive
minded, self mo tivated cus tomer ser vice rep in several
lo cations. This is a work from home con tract
po si tion. Set-N-Me-Free pro vides ter ri tory account
and lead in formation di rect into your com -
puter. On the tele phone, you train sa lons to use
healthy skin care prod ucts and add-on treatments.
Work from home is gen erous com missions and bo -
nuses. Send re sume to 503-669-9057 or call Deb bie
at 800-221-9727. Check us out:
www.set-n-me-free.com
WANTED: Li censed cos me tol o gists and
estheticians to join the Ed ucation De partment at
Federico Beauty In stitute – lo cated in Sac ramento,
California. Will train! Visit www.federico.edu or
call 919.929.4242 ex. 205.
SHOPS FOR SALE
BARBER SHOP FOR SALE ~ RESEDA, CA.
Also have 10 bar ber chairs for sale, Belmont,
Koch & Koken. Call for more information
(818)349-4310.
CALL TO DAY 4 FREE CON SULTA-
TION TO BUY OR SELL YOUR SA -
LON IN RIV ERSIDE, CO RONA,
MONTCLAIR, ROSEMEAD, SOUTH
GATE, ONTARIO & MORE! Call Leyla for
more in for ma tion (951)318-4586
BARBER AND BEAUTY SA LON FOR SALE
IN GLEN DALE Great lo cation, has 2nd floor.
Established 15 years. Four sta tions, two shampoo
bowls, two dry ers. Re cently re modeled. New
equipment. Low rent. $20,000 OBO. Call Lev
(818)240-4263 (818)726-9595 (818)551-1058
NORTH ERN, CAL I FOR NIA: RARE OP-
PORTUNITY! SA LON FOR SALE IN BUSY
DOWNTOWN PALO ALTO Six sta tions and
facial room. All equipment in cluded. $29,500. Retir
ing. Also 5 ex tra nice light grey Hy draulic
Chairs for sale. Call (650)207-0111
SAN FRANCISCO - UP SCALE
STREETFRONT LO CA TION ON
UNION STREET @ VAN NESS AVENUE
FOR SALE 500 sq. ft. with big back room and 200
more sq. ft. up stairs sec tion. Great op portunity to
renovate bar bershop to a beauty sa lon. Just a re -
minder...renovation is a tax write off. Rent is $1050
per month. Call (415)441-0356
SAN FRAN CISCO: BEAUTIFUL, BOU -
TIQUE STYLE SA LON Great lo cation in up -
scale neigh borhood. Street level with lots of
walk-ins, 6 stations, laun dry units, recently re decorated.
Price re duced to $50K OBO. Call
(415)246-4950
GREAT OP POR TU NITY - SAN
RAFAEL, CA Up scale sa lon is for Sale or
partnership. The owner wants to work part
time. 1500 sq. ft., 6 chairs, fa cial room. For
more in formation call (415)457-4577 or email:
simin@shaterian.com
SALON FOR SALE IN VAN NUYS, CA -
OWNER HAS MOVED - ESTABLISHED 20
YEARS 4 Nail Sta tions, 4 Spa Ped icures, Nail
Dryer, Ta ble, 4 Hair Sta tions, 2 Sham poo Bowls,
Facial & Waxing Room, Laundry room and more.
1200 sq.ft. Eight year lease. Net $3,000 with out
working it! This will be your best in vestment
ever!!! Call (818)259-8156 Motivated to sell.
CASH BACK TO GET STARTED -
GRANADA HILLS Newly up dated. Seven stations
plus waxing room. All equipment and sup -
plies. Lots of walk-ins. Es tablished 11 years. Call
(661)373-2232
REDONDO BEACH BEAUTY SA LON FOR
SALE! Es tablished 20 years. Great lo cation in busy
shopping cen ter. 5 stations, 3 shampoo bowls, 2
dryers, 1 fa cial room. Am ple park ing. Low rent /
lease. Only $55,000. Call Jennifer Merritt / South
Bay Brokers (310)413-7809 or (310)375-0583.
CHARMING SPA FOR SALE Near Roseville,
CA. Voted 2008 Best Day Spa. Es tablished cottage-style
spa in growing, high traf fic up scale neigh -
borhood. Booth rent/90% oc cupied. Low lease, no
NNN, be low mar ket. Great cash flow! Call
(916)474-4329 / wes@crbgroup.net
HOLLYWOOD, CA - FULL SERVICE SA -
LON Two fa cial rooms, four stations, two sham -
poo bowls, two dryers, one nail station. 950 sq. ft.
19 years es tablished. Owner wants to re tire. Call
(323)724-1374, LA2002@peoplepc.com
COVINA - BEAUTIFUL HAIR SALON
Excellent lo cation. Four hair stations, two
shampoo bowls, fa cial and wax room. Buy it or
lease for a monthly fee. Con tact Mr. Reyes
(626)374-4388
VICTORVILLE, CA - SA LON FOR
SALE Four stations, one fa cial room. Big
parking lot. Price re duced to $23,000 OBO. Call
(760)684-3836 or (760)530-7199
DEL MAR AREA - FULL SERVICE SA LON
FOR SALE Prime lo cation, lots of traf fic. 1700 sq.
ft. plus. Priced to sell - $65,000. Call (760)519-9594
SAN FRANCISCO, UN ION STREET
Cute skincare busi ness for sale. Be your own
boss. Owner is re tiring; avail able im mediately. Se -
rious buyers only. (415)668-3582
SALON FOR SALE IN PLEASANTON, CA
Established over 30 years with great cli entele. Center
is be ing re modeled. Owner will re tire, but will -
ing to stay for smooth transition of cli ents. Ask ing
$70,000 or best offer. Call Jimmy at (510)928-6878
UPSCALE SA LON LO CATED IN ELK
GROVE NEAR SAC RAMENTO Four stations,
three Eu ropean sham poo bowls, four dry ers with
chairs attached. Laun dry units, of fice tile / hardwood
floors, gran ite coun ters - re tail area. In re tail
center. $60K, lease $3K. Call (916)425-0314 or
(916)478-4200. Priced to sell.
UPLAND - PRI VATE ELECTROLOGIST’S
OF FICE Com pletely fur nished with waiting area.
Semi-hydraulic treatment table. Busy cli ent base,
established 15 years. Rent $392.95. $30,000 OBO.
Ce cile Hanna (909)229-4129, fax (909)581-6214
BURBANK: HAIR SALON FOR SALE
Owner wants to re tire. Six stations, six dry ers, three
shampoo bowls. Shop ping cen ter, next to Rite Aid.
Busy lo cation. Call (818)843-6993 or
(818)980-2625, ask for Joe.
USED EQUIPMENT
MED I CAL GRADE MICRODERMA-
BRASION MA CHINE (made in USA, was
$9000) w/ train ing man ual and one case of crys tals
$3500. Hair Tronics per manent hair removal sys -
tem w/ training man ual $950. Airbrush Tan ning
System $200. (818)321-7108
THREE BRAND NEW ASIAN STYLE
SHAMPOO BA SIN / CHAIR SETS Have
built-in head sup port that takes all the pres sure of
clients neck. So com fortable you can sleep in them.
$250 each, all three for $600. Call (310)480-6827
DELPHIA MICRODERMABRASION MA -
CHINE WITH CRYSTALS Like new. Price re -
duced - $3500. Pro fessional Tan ning Bed $2000.
Call (760)519-9594
NEW EQUIPMENT
EL E GANT NAIL SUP PLY: We whole sale and
retail New & Used Sa lon Equipments, Sa lon Fur -
niture and all brand-name products OPI, IBD,
Gena, Cre ative, LaPalm… We of fer on line con tinuing
ed ucation. Please visit our website for more
in for ma tion: www.elegantnailsupply.com. Phone:
(937)258-0608 or 1-888-308-6308
BRAND NEW MTI WHIRLPOOLS
MTLS-130JP Drop-In Pedi Spa- Ideal for Sa -
lons w/ Cus tom Pedi Chairs. Self-Clean w/
Ozonator($500 val.), Cable-Driven Drain,
Handheld Sprayer, Breda & Mix ing Valve, Foot
Pillow. De signer Color. Mul tiple Units Avail -
able. To tal MSRP $2850, your price $1950. Patrick
(503)816-3924 or
footspaforsale@verizon.net
MISCELLANEOUS
HEALTH BEN E FITS In cludes den tal, vi sion,
pre scrip tion, chiropractic and med i cal. Not In surance
Linda 1-877-818-9254 or (541)554-7953
VITAS IS LOOK ING FOR COS METOLOGY
VOL UN TEERS to pam per Hos pice pa tients living
at home or nurs ing fa cilities pro viding haircuts
or set and styles. Op portunities available throughout
South ern Ca. and the Bay area. For de tails con -
tact Alex Silva at (858)503-4724 or al ex an -
der.silva@vitas.com
20 | OCTOBER 2008 | CALIFORNIA STYLIST & SALON

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CALIFORNIA STYLIST & SALON | OCTOBER 2008 | 21

o
o
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October 2008
4-7: George Rileys PBC presents Scruples Training for Tomorrow,
Lakeville, MN 1-800-303-3630 www.georgerileyspbc.com
5-6: Idaho Barber & Beauty Supply’s Annual Fall Hair Show &
Hands On Workshops, Spokane, WA 1-800-288-4227 ext. 115
www.IBBbeautysupply.com
5-6: Yakima Annual Beauty Show featuring Altieri Brothers,
Yakima, WA. 800-322-5009
5-6: Armstrong McCall Fashion Revolution - World’s Fair Show,
Austin, TX www.armstrongmccall.com or call 1-800-45-SALON
12: 14th Annual Central Coast Hair Design & Beauty Expo, Santa
Cruz, CA 831-460-3346
12-13: Premiere Birmingham, AL www.premiereshows.com
15: SpaAsia Wellness Summit, Malaysia www.wellnesssummit.com
18-20: Intercoiffure Fall Atelier New York intercoiffure.us
18-20: Salon International, London www.salonexhibitions.co.uk
19: Alternative Hair Show, London www.alternativehair.co.uk
19-20: International Congress of Esthetics and Spa, Philadelphia,
PA 1-800-471-0229 or www.lneonline.com
19-20: Bio-Therapeutic Education Nation Road Show, Los Angeles,
CA www.bio-therapeutic.com
19-20: Beauty School Forum, Barristar Productions, Anaheim, CA
www.barristar.com 800 SHOW-432
26: Nailpro Sacramento, Sacramento Convention Center,
Sacramento, CA, 888/491-8265, www.nailpro.com.
27: Nailpro Nail Institute, Sacramento, CA www.nailpro.com
26-27: Texas Beauty Show, Dallas, TX 512-415-8300
www.texasbeautyshow.com
26-28: Destination Rejuvenation Retreat by Ann Mincey / Mary Wilson,
Laguna Beach, CA www.rejuvenationgifts.com or (949) 716-2723
27: Maly’s Presents: Summit Salon Series B.O.L.D Initiatives with
Michael Cole Portland, OR, www.malys.com
November 2008
2: ALTIERI POWER HAIR AND TUSCAN OIL featuring Ricardo and
Tony Altieri, Bellevue, WA 800-322-5009
2-3: Bassett Salon Solutions presents Eufora Global Connection,
Newport Beach, CA 1-877-BSS-9288 www.bassettsalonsolutions.com
2-3: S&S Beauty Supplies Fall Expo, Northern Kentucky Expo
Center www.ssbeautysupplies.com
2-3: Eufora International Global Connection, Newport Beach, CA
www.eufora.net
The HOTTEST idea
to save money on Health Insurance
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Health Savings Account
3: ALTIERI POWER HAIR AND TUSCAN OIL featuring Ricardo and
Tony Altieri, Salem, OR Beauty Brothers 541-451-BROS (2767)
9-10: International Haircolor Exchange, Anaheim, CA
800.265.2755 internationalhaircolorexchange.com
10-13: International Spa Conference & Expo, Las Vegas, NV
888.651.4772 experienceispa.com
12-19: OPI Academy at Sea, Mexico, 800.258.2674 opi.com
17: World Massage Conference, www.worldmassageconference.com
29 - 12/01: International Congress in Aesthetics, Anti-Aging
Medicine & Medical Spa Middle East Dubai www.antiagingme.com
January 2009
10-17: Supernatural Salon Cruise presented by John Amico
Products. Western Caribbean cruise aboard the Ruby Princess. 1-
800-676-5264 or www.Saloncruises.com
15-22: Nail Those Profits at Sea, from San Diego to Mexico,
www.nailthoseprofitsatsea.com 800/809-6623
19-20: Redken Symposium, Las Vegas, NV www.redkensalon.com
31-Feb. 2: Long Beach International Salon and Spa Expo (ISSE)
produced by PBA, Long Beach, CA www.probeauty.org/isse.
February 2009
18-21: SPATec North America, www.spatecna.com 954 942 8143
or info@spatecna.com
21-23: 2009 Spa & Resort Expo and Conference, Los Angeles, CA
www.spaandresortexpo.com
22-23: The Makeup Show Miami, FL www.themakeupshow.com
March 2009
15-17: Day Spa Expo, Las Vegas, NV www.dayspaexpo.com
22-23: International Congress of Esthetics and Spa, Dallas, TX
1-800-471-0229 or www.lneonline.com
22-23: Spectrum International Beauty Expo, Los Angeles, CA
www.spectrumintlbeautyexpo.com
28-30: America’s Beauty Show, Chicago, IL call 1-800-648-2505
www.AmericasBeautyShow.com
28-30: America’s Expo for Skin Care and Spa, Chicago, IL
www.AmericasExpo.com or call 1-800-648-2505.
28-30: America’s Latino Beauty Congress, Chicago, IL call 1-800-
648-2505 or visit www.AmericascBeautyShow.com/Congreso.
AND WE’VE GOT IT!
So start saving $$$ today.
October
1: Image Provocateur, Glamour Salon and Image Agency presents
Intro to Advanced Makeup Artistry, Roseville, CA (916)247-5916
4-7: Bassett Salon Solutions presents Eufora Strategic Solutions
- Structures, Carlsbad, CA. Contact: info@bassettsalonsolutions.com
5: Maly’s presents Redken Color Techniques with Patrick McIvor,
Santa Clara, CA 800-446-2597 www.malys.com
5-7: Eufora International presents Strategic Solutions Academy
Structures Course, Carlsbad, CA 1-800-638-3672 www.eufora.net
6: Cosmoprof Beauty presents Shades of Fall! Radiant Reds &
Rich Browns Hands On Seminar!; Schwarzkopf Intro to Blonding;
Schwarzkopf Spirit Collection Hands-On; Intro to Rusk Rotation Demo;
Rusk Pony Up with Controlled Chaos Demo; P&G Professional The Art
of Design; CND Brisa Showcase; CND UV Gel & Lamp Master visit
www.cosmoprofbeauty.com for locations
6: Malys presents Farouk Style & Glamour; Framesi HPAS
Reds, Customizing Color, Blonding Correction; Framesi the Eclectic
Experience; L’Oreal Majirel & Richesse/HIRichesse; Matrix Cut & Color
Inspiration; Mirabella 40-Plus and Ultra Fabulous; Redken Hair Color
Collection; Sexy Hair Collection visit www.malys.com for locations or
call 1-800-446-2597
6-7: Dinair Professional Maekup Artist Workshop I, North Hollywood,
CA 1-800-785-4770 www.dinair.com
6-10: On Set Hair Productions presents On Set Motion Picture Hair
Academy Five Day Master Class, Santa Monica, CA 1-888-271-7977
(310)452-7059 www.onsethair.com
6-24: Westmore Academy of Cosmetic Arts presents Medical
Aesthetic Makeup Specialist, Burbank, CA 1-877-978-6673
11-12: Westmore Academy of Cosmetic Arts presents Airbrush for
Face & Body, Burbank, CA 1-877-978-6673
12-15: Dinair Professional Makeup Artist Workshop I, Orlando, FL
1-800-785-4770 www.dinair.com
13: Novita Spa on the Square presents Spa Business Marketing by
the Pros, Georgetown, TX 1-888-738-0701
13: George Riley PBC presents Marc Reid Scruples Hands On Color
Class, Lafayette, CA 1-800-303-3630 www.georgerileyspbc.com
13: Malys presents Framesi Color Keys; Framesi HPAS Reds,
Customizing Color; Framesi the Eclectic Experience; Hairdreams
Hairextension Training; PureOlogy Stylish Introduction; Redken Hair
Color Collection; American Crew PK with Cutting Demo; Farouk Art of
Blonding; L’Oreal Majirel & Richesse/HIRichesse visit www.malys.com
for locations or call 1-800-446-2597
13: Cosmoprof Beauty presents Pravana Color Solutions; Schwarzkopf
Spirit Collection Hands-On; Wella Cosmic Blonds; Wella Creativity
in Color; Intro to Rusk Rotation Demo visit www.cosmoprofbeauty.com
13: Bassett Salon Solutions presents Eufora Owners Think Tank, San
Jose, CA. Contact: info@bassettsalonsolutions.com
14: VIP-CAT Cosmetics and Makeup Academy presents Beginning
to Advanced Makeup Certification Class (start for 6 week program),
Roseville, CA (916)247-5916 www.imageprov.com
15: 3D-Beauty International presents 3D-Lashes Eyelash Extension
Workshop, Walnut Creek, CA 866-757-5274 www.3d-beauty.com
19: Crystal Wright’s Packaging Your Portfolio Workshop, New York,
NY (323)913-0500
19-20: Adriel Intl presents Day One: A Day of Brows; Day Two: Day
of Brazilians, Las Vegas, NV 1-888-688-BROW www.perfectbrow.com
20: Cosmoprof Beauty presents Farouk Shades of Fall; Goldwell
Color Secondary; Paul Mitchell Complete Color; TIGI Cut and Color
Cluster; Wella Cosmic Blonds; Wella Creativity in Color Demo;
American Crew Men’s Haircutting; TIGI Instinctive Cutting; CND Nail
Enhancement Rebalancing Seminar www.cosmoprofbeauty.com
20: Malys presents American Crew; Farouk Art of Blonding; Framesi
Customizing Color; Framesi the Eclectic Experience; Matrix Cut &
Color Inspiration; Matrix SoColor Experience; Mirabella All About Eyes;
Redken Hair Color Collection; Sexy Hair Collection; Sexy Hair Tribes of
Style; TIGI Cut & Color Demo visit www.malys.com 1-800-446-2597
20: 3D-Beauty International presents 3D-Lashes Eyelash Extension
Workshop, Tustin, CA 866-757-5274 www.3d-beauty.com
20: George Riley PBC presents Marc Reid Scruples Hands On Color
Class, Lafayette, CA 1-800-303-3630 www.georgerileyspbc.com
20-24: On Set Hair Productions presents On Set Motion Picture
Hair Academy Five Day Master Class, New York, NY 1-888-271-7977
(310)452-7059 www.onsethair.com
22: Cosmoprof Beauty presents CND Brisa Showcase; Farouk Demo
Day, visit www.cosmoprofbeauty.com for locations
27: Malys presents Farouk Art of Blonding; Farouk Collection
Coloring; Farouk Style & Glamour; Framesi the Eclectic Experience;
Matrix Cut & Color Inspiration; Redken Hair Color Collection; Sexy Hair
Collection; Sexy Hair Tribes of Style; Mirabella Advanced Techniques,
All About Eyes; TIGI Colour visit www.malys.com 1-800-446-2597
27: 3D-Beauty International presents 3D-Lashes Eyelash Extension
Workshop, Phoenix, AZ 866-757-5274 www.3d-beauty.com
27: Cosmoprof Beauty presents Farouk Shades of Fall; Schwarzkopf
Spirit Collection; TIGI Colour True Lightening; TIGI Cut and Color Cluster;
American Crew Men’s Haircutting Demo; Paul Mitchell Collection
Haircut Demo; Rusk Illusions Collection; CND Brisa Showcase; CND
Nail Enhancement Rebalancing Seminar; Satin Smooth Waxing Class
www.cosmoprofbeauty.com
27-28: Dinair Professional Maekup Artist Workshop I, North Hollywood,
CA 1-800-785-4770 www.dinair.com
27-Nov.14:: Westmore Academy of Cosmetic Arts presents Master
Makeup Course Beauty & Fashion Makeup for Spa, Salon & Medi-Spa,
Burbank, CA 1-877-978-6673
27-Dec.5: Westmore Academy of Cosmetic Arts presents Master
Makeup Course High Fashion, Glamour & Commercial Photography,
Burbank, CA 1-877-978-6673
27-Jan.30, 2009: Westmore Academy of Cosmetic Arts presents
Master Makeup Course Motion Pictures, Television Beauty, Character
and Effects, Burbank, CA 1-877-978-6673
November
2-3: George Riley PBC presents Yosh Hands On Cutting Class,
Lafayette, CA 1-800-303-3630 www.georgerileyspbc.com
2-3: Adriel Intl presents Day One: A Day of Brows; Day Two: Day of
Brazilians, Studio City, CA 1-888-688-BROW www.perfectbrow.com
2-6: Salon Training International presents Salon Owners Success
(S.O.S.), Carlsbad, CA (760)929-2600 email: info@salontraining.com
3: Cosmoprof Beauty presents Schwarzkopf Intro to IGORA Royal;
TIGI Cut and Color Cluster; Wella Cosmic Blonds; Wella Creativity in
Color; Graham Webb “Modern Icons”; Rusk Sizzling Hot Mod Shags;
Art of Aquage; Avlon Demo; CND Nail Enhancement Rebalancing
Seminar www.cosmoprofbeauty.com for locations
3-4: Dinair Professional Maekup Artist Workshop I, North Hollywood,
CA 1-800-785-4770 www.dinair.com
3-7: Westmore Academy of Cosmetic Arts presents Medi-Spa
Medical Makeup, Burbank, CA 1-877-978-6673
5: Image Provocateur, Glamour Salon and Image Agency presents
Intro to Advanced Makeup Artistry, Roseville, CA (916)247-5916
6-18: Eufora International presents Strategic Solutions Academy
Business Building, Carlsbad, CA 1-800-638-3672 www.eufora.net
8-9: Westmore Academy of Cosmetic Arts presents Naturalash
Eyelash Extensions, Burbank, CA 1-877-978-6673
10: Cosmoprof Beauty presents TIGI Colour True Lightening Demo;
TIGI Why Colour?; Graham Webb “Modern Icons”; Rusk Pony Up; Rusk
Sizzling Hot Mod Shags www.cosmoprofbeauty.com
10-14: Westmore Academy of Cosmetic Arts presents Fashion
Wedding Makeup, Burbank, CA 1-877-978-6673
15-16: UC Irvine presents Fundamentals for Green Spas, Orange,
CA or 949-824-5414
15-16: Westmore Academy of Cosmetic Arts presents Airbrush
for Face & Body & Hairstyling & Updos for Brides, Parties and Special
Occasions, Burbank, CA 1-877-978-6673
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Cosmetology Associati
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For information and a
FREE written summary about
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22 | OCTOBER 2008 | CALIFORNIA STYLIST & SALON

WHAT’S NEW IN THE MARKET
1. Ribbons for Breast Cancer Awareness
The Ribbon Shear by B.W. Boyd Shears is being introduced in honor of National Breast Cancer
Awareness month. Designed by CEO Kazumi “Christy” Hagino for the Breast Cancer Awareness
Foundation, the Ribbon Shear has a twisted handle, for comfort, and the blade cuts the hair effortlessly.
The shear is equipped with an adjuster for easy tension adjustments.
Manufactured in Japan of high-grade quality Japanese stainless steel, the Ribbon Shear comes in
three different lengths, 5, 5.5 and 6 inches.
For more information, call 800-882-7432 or visit www.bwboydshears.com.
2. Refresh and Revive Hair with T3 360 Degree
T3 Micro and Orlando Pita make it easier than ever to achieve fabulous hair with the introduction
of T3 360 Degree Refresh. A must-have for long flights or in any weekend travel bag, this unique,
volumizing dry shampoo cleans hair without water, blends seamlessly and adds volume and texture.
Available in two color tones, light and dark, this lightweight formulation is designed to blend effortlessly
with natural hair color, with no visible residue and no evidence. What’s more, the water-free
cleanser absorbs excess oil and odor while refreshing the scalp for fuller, more voluminous hair that
has body and movement. Suitable for all hair types, Refresh creates a totally touchable, natural-looking
finish without the tacky or powdery mess traditional shampoos can leave behind. The perfected aerosol
design allows a precise and even application without the mess.
For more information, visit www.t3micro.com or info@t3micro.com.
3. Ultra-femme, Ultra-luxe and Instant Pretty
From brow fillers to eyelash extensions, women are turning toward longer-lasting alternatives to
traditional makeup, with semi-permanent makeup options fast becoming the beauty wave of the future.
NovaLash lash extensions are available in a wide-ranging palette of colors, textures and lengths,
offering each wearer lush, natural looking lashes that compliment the shape and color of every eye.
NovaLash extensions are singular, synthetic lashes, adhered with medically safe, pharmaceutical-grade
adhesives. Once applied, these extensions are ultra-femme, ultra-luxe and add natural looking volume,
depth and “instant pretty” to each wearer.
NovaLash offers superior education and training to its most talented and dedicated lash artists and
superior products and service to its clients.
For more information, visit Novalash.com or call 866-430-1261.
4. Retro Styles with Modern Techniques
There was something very special and beautiful about women in the early- to mid-20th century.
The way they dressed was elegant and the way they wore their hair was feminine. Lauren Rennells
has taken hairstyles from the 1930s, 40s and 50s and broken them down into simple, easy-to-follow
instructions. “Vintage Hairstyling: Retro Styles with Modern Techniques” is the first book of its kind.
Not only a manual, it is also fun to read. The “Finished Styles” chapter of the book contains coffee
table book quality images of models with their finished hairstyles. Interesting facts about the history
of hairstyling, origins of styles and information about starlets and performers who made the styles
popular are sprinkled throughout the book. This 164-page full-color book has six main chapters. The
book begins with the basics of styling and works its way back to advanced techniques. It also provides
information on makeup, nails and accessories for a finished look.
Hair and makeup artist Lauren Rennells works in the photography and film industry. She freelances
providing unique designs for advertisements, film and television.
For more information, visit www.vintagehairstyling.com or call 303-832-7260.
5. Who Says the World Isn’t Flat?
3
1
2
4
5
Sidlab Haircouture is taking the fashion and hair industries by storm with a new line of high
performance products that are dynamic in application and use, yet gentle on humans, hair and the environment.
The company has developed the new Haute Smoothing System to get stick-straight results.
Haute One Smoothing Shampoo, Haute Two Conditioner and Haute Three Smoothing Gel keep
hair flat, sleek, shiny and smooth. The Haute Smoothing System is great for coarse, curly, frizzy or
unruly hair. It is paraben and sodium laureth sulfate free to promote health and preserve color. Haute
One is an elegant blend of luxurious ingredients including wheat proteins, hemp seed oil, vitamins and
essential oils that protect against the unwanted effects of humidity.
The culmination of founder Eric Nelson’s career as a stylist in Beverly Hills and Portland, Sidlab
products are packed with the power to smooth, hold, curl, volumize, texturize and more. All this is
done without commonly used, but potentially harmful, ingredients such as parabens, sodium laureth
sulfate and alcohol. Tested in salons by stylists, Sidlab Haircouture products are not tested on animals.
For more information, call 503-358-0782 or visit www.sidlabhair.com.
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.
CALIFORNIA STYLIST & SALON | OCTOBER 2008 | 23

A revolutionary styling, finishing and conditioning product line.
Exclusive Distributors:
Northern California and Nevada:
INDEPENDENT SALON SERVICES
San Jose, CA 888.478.4481
info@independentss.com
SWEIS, INC.
Southern California:
SWEIS, INC.
Torrance, CA 877.633.1717
www.sweisinc.com