Thinning Hair - Stylist and Salon Newspapers

Beauty Diversity — Tapping into a Wider Market
Beauty
Business Buzz
Charlene Abretske
Not so long ago there was one standard of
beauty for women in the United States; the
“beautiful blonde goddess” was the epitome of
ethereal appreciation.
When we were little girls our baby dolls
were blonde and blue eyed, and then we
graduated to Barbie. If we did not grow up to
meet the beauty standard set forth by Christie
Brinkley, we did not fall into the category of
“traditionally beautiful.”
Over time, as women came into positions
of power in entertainment and media, we
began to see a complete shift in the perception
of beauty. This shift embraces what makes
every woman beautiful, whether she is blonde,
brunette, White, Black, Asian, Hispanic or
Multicultural.
Our cultural standards of beauty have
changed considerably in the last 30 years. This
has allowed the beauty industry to explode
with different styles, products and technologies
that help every woman reach her personal
standard of beauty.
It has long been the calling of beauty
professionals to help all women feel respected,
special and beautiful. Now, as a society, we
see the effect it has on all women. Stereotypes
have been smashed and our beauty icons have
evolved.
With this relatively new beauty acceptance
comes a responsibility for salons to keep up
with the trends in new products and services, as
well as offer them in different ways and to different
clients than we traditionally might have.
Trends in the beauty industry begin by
beauty professionals trying something different
in their chairs. When you take that chance and
explore your creativity to make one woman
in your chair feel beautiful, you are actually
elevating the industry and all women as a
population.
With so much diversity out there, what
do you do to tap into a wider market? Start by
allowing your clients access to universal treatments,
specializing and branching out.
UNIVERSAL TREATMENTS
Offer services that appeal to women of all
ages, and all ethnic backgrounds. The beauty
industry as a whole is great about offering new
technology that will increase your sales and
market share.
A good example of this is the advent of hair
extensions. Until the mid nineties, women did
not have much choice about the length of their
hair. Even though they had been embraced
for decades for their long lasting and dramatic
look by salons that specialized in African
American hair, if you did not have a stylist
back then who was trained in the art of hair
extensions, you had to just wait and let your
hair grow.
Eventually, more and more products
that were much easier to use came out as the
demand grew. This allowed all women to have
access to the hair they wanted, when they
wanted it. This trend also brought back new
and better versions of clip in extensions, allowing
women at all economic levels to make
the choice to change their look at a moments
notice. The popularity of these items also
allowed for a completely new class of retail
items, allowing salons to increase their retail
sales.
Another good example is blow out treatments.
These cross all boundaries and allow
all types of women to go silky and shiny with
minimal maintenance. These appeal to women
with varied hair types, ranging from curly, to
unruly, to resistant gray. The popularity of
these treatments is exploding in all types of
salons with all types of specialty clients.
SPECIALIZING
Having experts on staff will allow the rest
of your clientele to grow. When clients are
ready to make a change in their look, having
someone on staff that specializes in that
particular area will allow the client to make
that change with confidence. Furthermore, if
they change their mind as styles change, you
will have the ability to keep them as a client by
moving them back into the more traditional
choices your salon offers.
An example of this would be having someone
on staff that specializes in natural hair,
even if your salon primarily deals with relaxers
and weaves. This allows your clients to have
all the options they need to explore the type of
beauty they would like to, while still coming to
you for their services.
BRANCHING OUT
If you are looking to have a broader appeal,
finding the clients you want to open up to is
critical. Does your website reflect the environment
you are offering along with offering an
accurate menu that appeals to the clients you
would like to have? Make sure the menu on
your website offers the newer services you are
offering. If a potential customer is searching
for “natural hair” in your town, make sure
your salon appears in that search. This will
help match you with the right clients, and you
will be surprised how many of the people you
want will find you.
Every client should feel beautiful when
they leave your salon, and the more diverse
your salon is, the more beauty you can offer to
your clients.
Charlene Abretske is an independent business advisor. To reach her email
charleneabretske@gmail.com or call (760)453-1882.
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NORTHWEST STYLIST & SALON | OCTOBER 2010 |

In this issue...
3
6
10
Beauty Business Buzz
With so much diversity out there,
what do you do to tap into a
wider market? Charlene Abretske
offers suggestions like allowing
your clients access to universal
treatments, specializing and
branching out.
Off the Top
Kimberly Johnson shares
messages that may not always
be politically correct in her new
column “Off the Top”. However,
some of her experiences may
give the reader comfort to realize
that they are not the first who has
struggled to handle a mistake, or
even a success, in a graceful way.
Better Business
Neil Ducoff discusses
performance expectations from
leaders that are out of sync with
capabilities and strengths of
employees.
Beauty Business Buzz . . . . . . . . . . 3
Blue Highways . . . . . . . . . . . . . . 4
The Nail Extension . . . . . . . . . . . . 5
Off the Top. . . . . . . . . . . . . . . . . 6
Marketing Straightening Services . . 7
How to Care for Curly Hair . . . . . . . 8
Esthetic Endeavors . . . . . . . . . . . 8
Fat Profits from Thinning Hair. . . . . 9
Better Business . . . . . . . . . . . . . 10
Oregon Board News. . . . . . . . . . 13
Washington Board News . . . . . . . 14
Flying Lessons . . . . . . . . . . . . . 14
Classifieds . . . . . . . . . . . . . . 15-17
Mane Objective . . . . . . . . . . . . 18
Calendar . . . . . . . . . . . . . . . . . 18
What’s New in the Market . . . . . . 19
On the cover...
Cover Photo Courtesy of
Brocato Curlinterrupted 2.0
Curlinterrupted Smoothing System
transforms frizzy, unruly hair into a
soft, smooth, sleek sensation. While
straightening systems have gained
world-wide popularity, Sam Brocato
is concerned that many contain toxins
that could be harmful to you and your
clients’ health. Curlinterrupted 2.0 tames
coarse, frizzy hair while maintaining
strict standards of health and safety.
Texture Has Many Colors
Blue Highways
Jerry Tyler
Diversity in the Multicultural Market
When I think of all the advances in the
multicultural market over the last few years,
one word seems to stand out more than
others: texture.
No other word better defines the needs
and challenges facing this segment of our
industry.
Almost every aspect of the multicultural
market revolves around texture; either the
desire to embrace and enhance it or the desire
to convert it to a texture that is more desirable
to the wearer.
Both of these driving forces have a
major impact on the market as a whole. As
progressive industry professionals, we need to
understand these needs and desires, both as a
means to stay relevant in our ever-expanding
industry and as a matter of cultural awareness.
Many in the market who have long dealt
with the desire to alter the natural texture
of their hair have endured heat (through
thermal conversion) and strong chemicals.
With the current attention focusing on a
more natural and holistic lifestyle, many
are going back to embracing their natural
texture by using organic products, and using
timeless techniques to create braids, locks and
twists. These methods celebrate their cultural
heritage, as many of these techniques have
been handed down, mother to daughter, aunt
to niece and friend to friend.
This shift is evident in many products
that have now gone back to nature to encourage
hair and scalp care, prevent hair loss and
promote hair growth. Some industry leaders
have even gone back generations to their relatives’
home prescriptions that used what was
available in the kitchen. Some used natural
herbs and emulsions to create hair and scalp
products that cleanse and condition naturally,
many coming from their cultural ancestors.
In generations past, the use of natural oils
and tonics to dress the hair was common, and
promoted shine and manageability.
Braiding is the oldest form of hairdressing.
It is used as a foundation for attaching
hair with an alternative texture, as well as in
natural hairstyling. In its natural state, there
is nothing more appealing or beautiful as
braiding as an art form.
On the other side, when not applied with
care and proper tension, braiding has a huge
potential to create long-term hair loss and
scalp damage. There is even a medical term
for hair loss due to improper braiding, called
“Traction Alopecia.”
Next to hair loss from medical conditions,
Traction Alopecia has been recognized
as the primary source of premature hair loss
in the multicultural market. Faced with this
challenge, many industry leaders are using
modern technology, natural prescriptives
and even diet and mineral supplements to
re-grow lost hair. This has made Trichology,
the study of the health of hair and scalp, the
fastest expanding area in this market segment,
with many working to create alternative solutions
to the challenges of hair loss.
The other part of the multicultural market
that is ever expanding is the component
that focuses on hair additions and enhancement.
This is where the client wants to
convert their natural hair to another texture,
length or even color through the addition of
added-on hair.
Again, when braiding is used as a foundation
for attachment, great care must be taken
to alleviate stress and prevent hair loss by
creating a low or no tension base for securing
the hair. In addition, it is important to employ
braiding strategies that allow the scalp to
breathe and receive cleansers and tonics, all of
which are crucial to promoting and protecting
scalp health during the duration of the
hair enhancement.
There is an ever-increasing demand for
hair to be provided for weaves, extensions
and lace front wigs, as well as for non-surgical
hair replacement. This demand necessitates
increased dialogue and honest communication
with hair suppliers, especially since the
consumer purchases much of the hair in the
multicultural market and then gives it to the
industry professional for attachment.
This can lead to unethical practices, with
the unwary purchaser buying some hair not
meeting the state standards which can result in
a negative outcome for the consumer, either
short term or long term. The consumer, not
the professional, purchases approximately 70
– 80 percent of the hair sold in the multicultural
market. Therefore, consumer education
and protection should be at the forefront in
order to maintain safe practice standards where
hair enhancement is involved.
With the constant evolution and growth
in the multicultural market, there are untold
opportunities that await us as industry professionals.
These opportunities will continue
to provide outlets for creative expression, as
well as provide solutions for this wonderful
component of the industry marketplace.
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.
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Northwest Stylist & Salon
Volume XXVI, Number 11, Issue 307
October 15 - November 15, 2010
Founded 1984 by David Porter
Published monthly by
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Managing Editor
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Production Manager Joel Holland
Advertising Director Marcy Avenson
Classified Sales
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Contributing Writers:
Judy Culp, Jerry Tyler, Charlene Abretske,
Neil Ducoff, Jaime Schrabeck, Marco Pelusi,
Steve Sleeper, Michelle Laxson, Rebekah Vigil,
Cindy Van Steelandt, Craig Black
Oregon Board of Cosmetology
Kraig Bohot, Communications Officer
Washington State Advisory Board
Susan Colard, Administrator
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| OCTOBER 2010 | NORTHWEST STYLIST & SALON

Dare to be Different
The Nail Extension
Jaime Schrabeck
Diversity is not a word that immediately
comes to mind when discussing the nail profession.
In many ways, professional nail care
could be described as the least diverse segment
of the beauty industry. Most of the manicurists
are female, as are most of the clients.
While most manicurists may be of a particular
cultural background or socioeconomic
status, most of their clients likely represent
another. As more salons open, the more
similar they seem.
Furthermore, nail services (manicures,
pedicures, enhancements, etc.) tend to be
universal and less diverse than hair and skin
care services. Perhaps, that is because manicurists
typically do not give the condition of
nails as much consideration when selecting
products and performing services as hair or
skin professionals give to the condition of hair
and skin.
Few manicurists specialize in a particular
service. This is not because they are equally
proficient in a variety of services, but because
they do not want to limit their clientele, or
perhaps are unable or unwilling to develop
the skills necessary to become a true expert.
Contrast that with hair professionals who
may market themselves as color correction
specialists, or skin professionals who promote
themselves as waxing queens.
This lack of diversity could be accepted
as a limitation inherent to the nail profession;
however, it could also be viewed as an
opportunity to reach beyond what is expected
and achieve what is possible. The relatively
low status of nail professionals within the
beauty industry, the similarity among nail
salons and the low expectations of consumers,
may be seen as challenges as well as opportunities.
This choice will influence not only your
perspective, but also every other decision you
make as a nail salon owner.
Diversifying would seem a worthy goal,
but first we must determine exactly what that
means. Most salon owners view diversity as
a challenge to do more: add services, extend
hours, increase retail offerings, expand the
salon, advertise regularly, discount prices, etc.
These options may seem entirely reasonable;
in fact, there have been many articles
written to justify them. However, before
adding ear candling, chakra healing and
matchmaking to the service menu, or selling
nutritional supplements, ask yourself, “How
does this enhance my reputation as a successful
nail professional?”
Salon consultants earn thousands of dollars
explaining what might be obvious if salon
owners were able to evaluate their own businesses
both objectively and critically. Understanding
what is working, as well as what is
not, is a crucial first step before committing to
any major changes. Any change could prove
to be a costly mistake without proper research
first. It is entirely possible your well-intentioned
efforts will backfire by wasting your
resources, alienating your existing clientele or
diluting your brand.
For example, if your salon appeals strongly
to a particular demographic, such as older
professional women, as mine does, you may
not need to target a different group, but just
find more effective ways to reach potential clients.
If I were to make the mistake of targeting
teenage girls to increase my clientele, my salon
would need to undergo some major changes
(decor, pricing, music, etc) and my existing
clients would not be pleased.
Having those new clients would not be
worthwhile if they detracted from the experience
my loyal clients expect and value. Part of
understanding my business is recognizing my
best clients and providing them with quality
nail services in a clean, upscale environment.
Growing your business is a process that
requires information, much of which you can
discover for yourself with the help of clients,
coworkers and the larger business community.
The following questions, while not exhaustive,
are designed to generate discussion to help
guide you in your decisions.
What is the culture of your salon? What
makes your salon and / or services unique?
What is the first thing someone notices upon
entering? How would you describe the
relationships among coworkers? How would
you describe your clients? What do they value
most: convenience, price, time, etc? Which
services are your most popular and why?
Which services are most / least profitable? Are
clients requesting services you do not offer,
specific products or procedures?
What products sell the best, which do not
sell well? What compliments or complaints
do you hear most often? How well does your
location serve your business? What is your
relationship with other businesses? How does
your salon contribute to the community?
What is your biggest obstacle to being more
successful? What aspect of your business do
you enjoy most, and what do you enjoy the
least? And so on . . .
Diversity is not a challenge to do more,
but an opportunity to be different, better, and
more successful. Clients should expect more
of nail salons, and we should exceed their
expectations with clean, safe, quality services.
Jaime Schrabeck, Ph.D. owns Precision Nails, an exclusive nails-only salon in
Carmel, California. She can be reached at info@precisionnails.com.
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I.C.O.N. Expo Comes to Bellevue
Exclusive Salon Products, a Northwest hair care products distributor and educator,
announces the first ever I.C,O.N. Expo, November 7 and 8, 2010. I.C.O.N. Expo is a
first-of-its-kind two-day event for salon owners, managers and stylists featuring seminars,
demonstrations and instruction by industry experts. Held at prestigious Bellevue Club,
I.C.O.N. Expo has all the ingredients to make it a spectacular event.
Salon Owners and managers attending I.C.O.N. Expo will learn business strategies that
will build customer loyalty, reveal new billable services and treatments and increase retail
sales. Stylists will learn how to expand their artistry, inspire their creativity and spark their
enthusiasm with hands-on demonstrations and workshops.
Diann Kincaid, President and founder of Exclusive Salon Products notes, “ICON is a
unique company with amazing products and business philosophy. To have the genius and
passion that started it all, here in the Northwest is truly incredible.” The genius and passion
that Kincaid is referring to are I.C.O.N. cofounders, Jorge Rubin and Chiara, who will be
leading the events at I.C.O.N. Expo.
I.C.O.N. Expo will offer two full days of training. Day 1, Beyond Retail, November 7, is
designed for salon owners and managers and will be lead by Jorge Rubin. Beyond Retail is a
business awakening that takes you to amazing places offering nearly limitless opportunities
for success. Designed for salon owners and managers, Beyond Retail is dedicated to making
your good business, a great business. Jorge will give revealing insights and strategies that will
strengthen the four vital areas of your salon – front desk, care bar, chemical room and retail.
Day 2, Liquid Fashion, is designed for stylist and features Chiara, a gifted hairstyle
artisan and renown architect of I.C.O.N.’s EcoTech product formulation philosophy and
process. Chiara will demonstrate how to take style from day to evening to a nighttime of
hot with fluid styling that sets trends and creates what’s next. Liquid Fashion is hands-on
styling and education that will expand your artistry, inspire your creativity and spark your
enthusiasm.
I.C.O.N. Expo is brought to you by Exclusive Salon Products. If you would like to
register, learn more or have questions, you may give them a call at 1.877.377.5386 or visit
their web site at www.ExclusiveSalonProducts.com.
Discover The Need
Off The Top
Kimberly Johnson
I was honored to be given the opportunity
to publish my personal opinions via a
column in the Stylist Newspapers, however, I
wondered why anyone would be interested
in my opinion and ponder, agree, or perhaps
question their own.
I was once told that every opinion is right,
because everyone has one. If we did not have
opinions, we would not have much to discuss
over dinner, a glass of wine, or yes even at the
styling station.
Over the next few months, I hope to
share with you messages that may not always
be politically correct. However, some of my
experiences may give you comfort to realize
that you are not the first who has struggled
to handle a mistake, or even a success, in a
graceful way.
I believe that, if you work on yourself, then
you will be able to give unconditionally to
your personal and career life. “Self Empowerment”
is critical in leading a full life.
To give you insight into my credentials,
I will begin with the fact that I am almost 40
and not sure how I feel about it. However, I
am sure that my journey thus far is one that I
would never change. My father was an officer
in the U.S. Air Force and the majority of my
childhood was spent in the Philippines. In
middle school, we returned to the Hawaiian
Islands, where I lived until high school
graduation. My wonderful childhood allowed
me to gain the key foundations that I apply to
the way I live my life, foundations that I hope
to share with you throughout the year.
My college education was at Portland
State University in Oregon, with the belief
that I would become an accountant. This
was not because I was great at numbers, but
because I thought that accountants wore
cute suits and carried official briefcases.
After I barely posted a C in my first accounting
course, I realized I had better re-think
my strategy. I quickly found advertising
and general business to be my forté. The
humbling experiences that helped to shape
these decisions and my life are some I hope
to share with you.
Graduation came; I needed a job, so I
was off to my first stint in an advertising
agency. It was a sexy job, but I could not
figure out how to make money at it. So, on
to my next endeavor, which was copier sales.
All I need to say is, “really?” Yes, “really.”
Sales and managing a Xerox dealership
came next. Selling copiers may not be
the most interesting position to flaunt at a
cocktail party; however, it was a learning
experience in customer service and persistence,
besides the benefits of working for a
solid company. The amazing training will stay
with me always which brings me to the first
key lesson I learned.
Discover the “NEED”
I have had the good fortune to work with
some very astute managers, while opening
three salon spas throughout Portland, and
currently acting as the Director at Aveda
Institute Portland. Many of these opportunities
came my way because of my constant
belief in finding the “NEED.” You are often
invited to become part of the solution – if you
find the need.
You must be genuine when listening for
the need if you want to reap positive results.
Do not be upset if you provide a solution
that is not utilized right away, as it is only one
solution out of many possibilities; however,
by offering that possible solution, you have
expressed your desire to participate, and you
are now positioned for a positive wave to
come your way.
Each day, wake up and make one
improvement to yourself, or even more
meaningfully, to others. This often causes
doors to open automatically. Our communities
have a “NEED” for individuals who will
put themselves on the line to see a “NEED”
and not look the other way. Life is great when
you choose to participate.
Kimberly Johnson is a successful Cosmetology School owner in Portland,
Oregon. In addition, she serves as Director of Business Development, overseeing
a local 12 million dollar salon spa operation with 250 employees with four
locations. To reach Kimberly email her at kimberly@avedapdx.com.
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2011
2011
2010
| OCTOBER 2010 | NORTHWEST STYLIST & SALON

Marketing Straightening Services
By Cindy Van Steelandt
Straightening services have become one of
the most popular and lucrative salon offerings
of the past 18 months.
In fact, in an economic period when most
salons’ sales have been flat at best, straightening
services have been a lone bright spot.
Thanks to strong demand, primarily
through clients sharing their love of the
service with one another, stylists who have
developed an expertise in straightening have
remained busy. In fact, many have grown a
specialty that fosters regular visits for professional
salon services.
The good news is that if you have not yet
added straightening services to your menu,
there is still time, as demand for the carefree
hair lifestyle continues to fuel growth for the
category. Once you begin to offer straightening
services, you will need to develop a high-octane
marketing program to get the word out
about your new offerings.
There are a variety of straightening
systems available. Step one in your marketing
campaign is to work with companies whose
practices are consistent with what your brand
represents. This is important because it helps
set up the story you will share with your
clients regarding ingredients, features and benefits.
Be curious and be educated. For example,
if your business is environmentally friendly,
green and / or chemical free, you will want to
look for a straightener that fits that message.
Straightening services are lifestyle
changers. Whether your clients are looking
to calm a bit of frizz or completely straighten
out-of-control curls, you are giving them more
than straighter hair. You are teaching them
faster styling and low maintenance techniques,
which means they have more time every day
for things that matter more.
Moreover, you need not market straightening
services as an all-or-nothing service. You
can create a whole menu of straightening
services from the full head of long curly hair
to a simple bang or beard defrizzing. You can
create a package consisting of the primary
service and subsequent retouches, as well as
the required maintenance products, and charge
for your time and expertise accordingly.
Here are techniques to help build external
awareness and traffic for straightening services:
Ring in the Holidays
This is the perfect time of year to launch
a new service or kick an existing offering into
high gear with a new twist and to a larger audience.
The reason for this is that, over the next
three months, chances are you will see most
of your clients for their holiday services, even
if you have not seen them all year. This is the
perfect opportunity to create interest in your
straightening services and products.
Mention them in all of your holiday
promotional materials. Create signage for
your counters, retail shelves, styling stations
and even the restrooms to open up a dialogue
about the benefits. Keep your message simple,
“Want faster, easier styling this holiday season?
Ask us how today!” For clients who are not
willing to try something new for the holidays,
encourage them to add it to their New Year’s
resolutions. They can even add a salon gift
certificate to their holiday wish list.
The bottom line is to have conversation
with your clients about your straightening
services at every opportunity between now
and the end of the year. Add it to the script
your receptionists use when answering the
phone, add it to your on-hold messaging, have
assistants discuss the benefits at the shampoo
bowl and stylists talk it up at the station - all
within the context of solving a problem the
client raises during the consultation. Take one
final opportunity when you call or email two
days after the service to make sure your clients
are satisfied with their results.
Chances are you will also have a variety of
charities asking for donations for their holiday
fundraisers. Take the opportunity to do good
by offering gift certificates for your straightening
services, effectively broadening awareness
to an audience outside of your usual network.
Network with your Neighbors
Participate in local events where you will
meet potential clients. Some of our stylist
friends from New York shared that they had
great success networking at their communities’
farmers’ markets or street festivals. They were
able to set up a tent, hook into power and do
mini consultations and swatch tests on the
spot, followed with mini treatments, such as
cowlick correction, bangs only or facial hair
only straightening. When people saw immediate
results, it created a huge buzz and they
were ready to book full services immediately.
The point is that you are having actual conversations
with people and there is a real value in
that interaction.
It is also effective to select high-visibility
people at neighboring businesses that target
similar customers and offer to straighten their
hair at no charge, provided they tell their
customers who did their hair. Bank tellers,
restaurant hosts, personal trainers and even
church choir directors or members are in the
public eye more than ever at this time of year.
Communicate Regularly
Depending on your community and the
demographics of your current and targeted
clientele, print ads, flyers and direct mail
postcards might still help build awareness of
your business.
Yet, what is even more affordable and
quick to execute are online communications
– on your website, via email and social media
networks. When your clients come in, collect
their email addresses and have them sign
a form granting permission to email them
information about your services and products.
At the same time, give them an updated
business card that includes all your online info
- website, social media addresses and blog links
and invite them to connect with you.
Next, stay in touch regularly. Whether it
is a simple email announcement about the
benefits of a new service, a custom designed
“virtual postcard” or a full-blown newsletter,
make sure to share valuable information and
tips with them. The key is to offer more than
just a sales message if you want clients to open
the next email from you.
Have a Personal Conversation Online
Savvy salons are using social media, like
Facebook, Twitter, YouTube and LinkedIn
to market and share their information and
expertise with people who have connected
with them to hear what they have to say.
Support and continue the conversation on
your website, in personal blogs, as well as by
commenting on blogs and websites covering
similar topics.
Never underestimate the power of a satisfied
client. People talk and share experiences
very quickly. Send happy clients out with a
fistful of your business cards and offer them a
discount on future straightening services for
“x” number of referrals.
Think about it from the perspective that
each satisfied customer and each successful
hair straightening accomplished strengthens
your marketing plan. Marketing is just another
word for selling your skills smartly, ethically
and with clear passion for your clients’
well-being.
Cindy Van Steelandt is Director of Marketing and Training for Zerran International,
manufacturer and distributor of 100 percent botanically based and
paraben-free vegan products and professional services for the salon industry.
Zerran REFORM is the company’s patented method for straightening hair
safely, permanently and naturally, without harsh chemicals.
NORTHWEST STYLIST & SALON | OCTOBER 2010 |

How to Care for Curly Hair
By Michelle Laxson and Rebekah Vigil
The popularity of straightening treatments
is on the rise, which is likely due to
the unfair reputation curly hair has for being
unmanageable.
We encourage stylists and naturally curly
clients to embrace curl, because when you are
armed with the proper care, cutting and styling
techniques, those spirals will inspire envy
in their straight-haired counterparts.
CARE – Curly hair is often drier than
straight hair because of the increased amount
of protein in the hair. Even products that help
increase moisture in the hair often dissipate
and disappear quickly. Always apply leave-in
conditioning products to curly hair when it is
very wet, almost dripping, immediately after
shampooing and conditioning.
Hair will soak in the product more effectively,
because the drier hair is, the quicker the
product will evaporate. A leave-in moisturizing
conditioner will also help define the curls
and decrease frizz and fluff. After applying a
leave-in conditioner, remember not to dry the
hair by wrapping it in a towel. Using a terry
cloth towel to dry the hair will create frizz,
because the hair follicles are open when the
hair is wet and they will grab onto the cloth
particles. Instead, flip upside down and comb
through the hair using your fingers.
When drying the hair with your fingers,
try not to alter the shape of the curls. Use
loose hands and loose pulling motions so you
do not pull the hair straight. Your goal is to
keep the hair in a natural formation so the hair
retains the shape of the curl. In addition, we
recommend having your clients sleep on silk
pillows rather than cotton. Cotton pillows will
create frizz in the hair, while silk material does
not attach to the curl and will help prevent it.
CUTTING – Cutting curly hair is
always more of a challenge because you have
to consider the texture of the hair and how
it rounds out, rather than just the shape you
want to achieve. When trying to create a shape
in curly hair, you need to have a cut inside a
cut. The cut needs to have two structures, the
exterior and the interior. The cuts can mirror
each other or be opposites, depending on what
you are trying to enhance and achieve. The cut
needs to have a disconnection to break up the
roundness, preventing the hair from turning
into a ball. Start with the exterior shape first,
and then move to the interior.
STYLING – Knowing how to style curly
hair properly is often the biggest challenge.
After combing the hair, make sure to re-wet
it because if you have combed the hair a lot,
the curls will get stringy during the drying
process. By re-wetting the hair, you will help
eradicate any parting or comb lines in the
memory of the hair.
Apply curl defining products in layers, and
work in sections so you get the full benefit of
the product. As you diffuse, make sure you
are squeezing hair in tight fists, which forces
product into the hair. Always keep the diffuser
on low heat and low air because higher heat
makes the hair look frizzy. This may take
longer, but the end result will be worth it. Try
to keep your hands and fingers off the hair and
let the diffuser do its job. As you get towards
the end of diffusing, turn the diffuser to cold
air to work in volume near the scalp.
Once you are finished diffusing, if the
curls are not as defined as you would like,
use a curl revitalizing product to revitalize
curls and decrease frizz. This product can be
reapplied throughout the day. If you are not
into tight, diffused curls, you can set the hair
while it is still wet by taking pieces of the hair
and curling it using your hands. This results in
calmer curls that are loose and manageable.
Perms were once all the rage, and much
like fashion, hairstyles are often cyclical.
Armed with these guidelines, you can throw
those straightening tools out the window and
help your clients go au naturale as curls begin
to make a comeback.
Michelle Laxson and Rebekah Vigil are Global Team Educators for Eufora Intl. For
more information visit www.eufora.net.
NEW! As of July 1, 2010 Washington State has begun licensing
Permanent Cosmetics. Get started in this fun, new and exciting
career path. Add Permanent Cosmetics as a great PROFESSIONAL
service to your business or start a new one today!
Mary Tanneberg is a TRAINER/member, Subject Matter Expert,
CPCP certified, and served 2 years on the national Board of Directors
for the SOCIETY OF PERMANENT COSMETIC PROFESSIONALS.
Treatments and Diverse Clients
Esthetic Endeavors
Judith Culp
The population base in the United States is
shifting as more cultures are merging.
Did you know that in 1990, the US
Census Bureau identified six races and 23
sub-types but just ten years later, in 2000 they
identified six races and 67 sub-types?
The world and our client base are changing.
So, why would this be of concern to us as
estheticians?
Consider this scenario: A client who
appears to be a Fitzpatrick III with a nice
summer tan comes into the clinic for an AHA
or BHA treatment. We do the treatment,
following all of the manufacturer’s suggested
guidelines and it seems to go well. The client
gets a little pink, but nothing out of the norm.
We do some extractions, a nice mask and check
the client out when the service is complete.
A few days later, the client comes back
into the clinic complaining about skin
discoloration. We note some brown areas
– post-inflammatory hyperpigmentation. Why
would the client, who is only a Fitzpatrick III,
hyperpigment? The answer lies in what we
did not know – the client, although fair, is of
mixed heritage, part Puerto Rican, and her
skin reacted like that of a higher Fitzpatrick.
The challenge to us as estheticians is in
the field of skin analysis. The subtle blends of
a client’s heritage may make their skin react
in a manner we do not expect when we are
performing services.
The Fitzpatrick scale was developed back
in 1975 and does not take clients with heritage
blends into consideration. It only describes
how skin will respond to UV exposure – inflammation,
or the lack of it or a tan. It does
not take into consideration two new areas that
medical and clinical professionals now need
information on: insult and injury.
While estheticians should not be causing
injury, we certainly want to be aware of how a
client heals. We also want to be aware of how
a client’s skin responds to what it perceives as
insult. What is the risk of post-inflammatory
hyperpigmentation?
The medical community is ahead on
this as aesthetic procedures make it critical
for dermatologists and plastic surgeons to be
able to identify client risk factors. Since Asian
skin can be very reactive, it is not surprising a
system called the Kawanda Skin Classification
system was one of the first to advance on the
Fitzpatrick Scale back in 1986. This system was
specifically developed to deal with Japanese
patients.
The next attempt at dealing with heritage
related risk factors was the Lancer Ethnicity
Scale developed in 1998. Lancer used the
Fitzpatrick scale and added ethnicity to it. The
Lancer scale has proven to be helpful to estheticians
as it brought out the issues of heritage
and better helped us identify how these clients
might respond.
Dr. Lancer’s research and development
triggered a flurry of research and new scales to
better attempt to deal with multiple cultures.
Each had a different approach. The Goldman
World Classification system deals with
burning, tanning and post-inflammatory
pigmentation.
The Willis and Earles scale is for those of
African only descent. It evaluates skin tone,
UV response and pigmentation. Another scale,
the Taylor Hyperpigmentation Scale, focuses
on dyschromia.
In 2006, the Roberts Skin Classification
System was released, using a complex sevenpoint
evaluation system to determine how the
client’s skin will probably respond to inflammation,
insult or injury. It makes use of the
Fitzpatrick Scale, the Glogau Scale of Photoaging,
a scale to evaluate tendency to pigmentary
issues, and a scale to evaluate risk of scarring.
While estheticians cannot use these in the
same manner in which a physician would, we
can still make use of the techniques. We can
take a complete client history, including standard
medical and lifestyle questions. We can
establish their Fitzpatrick and add questions
regarding ancestry to our questionnaire.
We want to do a thorough evaluation of the
skin through the magnifying light, observing
skin tone, texture and signs of photoaging. In
addition, we can ask the magic revealing question:
When you have a skin injury, does it go
from pink to red and then fade away OR does
it go from pink to red to brown. If they say it
goes brown, we know we have a client who is
at risk for post-inflammatory pigmentation.
We can evaluate this information to
determine if we think the client is appropriate
for the treatment, and if so, whether we need
to use a more conservative approach. A good
guideline for estheticians might be if the client
has heritage that is in a higher Fitzpatrick range
than her skin appears, treat her as the next
higher level of Fitzpatrick. If she appears to be
a Fitzpatrick IV but has African ancestry, treat
her as a Fitzpatrick V.
Using this approach, which is in essence
what the medical community does, allows us
to protect the client and minimize the risk of
post-inflammatory pigmentation that can take
months or longer to clear.
Judith Culp, a CIDESCO Diplomat has been in the esthetics industry since 1980.
A CPCP permanent makeup technician for over 20 years she served a 4-year
term as a Director for the Society of Permanent Cosmetic Professionals, two
years as their president. She is president of Culp Enterprises Inc. and CEO of NW
Institute of Esthetics. Judy Culp is available for consulting. For more information
visit www.estheticsnw.com.
| OCTOBER 2010 | NORTHWEST STYLIST & SALON

Fat Profits from
Thinning Hair
by Craig Black
Let’s face it; we take a risk by going into
business. And we really take the risk, going
into the hair business in order to make money.
However, we also go into the hair business
to help others by providing a valuable service.
There is no hair issue that is more
emotionally devastating to a person than losing
one’s hair. Surprisingly, it is far more common
than we realize. It is estimated that 70 - 80 million
people in the U.S. suffer from thinning
hair. Offering a solution to clients who suffer
from thinning hair is emotionally satisfying, as
well as financially rewarding.
The hair loss industry in the U.S. today
generates about five billion dollars per year.
Yes, that is billion, with a “B.” My question to
you is, how much of that did you get this year?
The money is being spent, so shouldn’t you be
getting your share?
Every salon has clients that want
thicker, healthier-looking hair and Laser Hair
Enhancement does just that. The laser hood
contains low-level laser lights that stimulate
the scalp and hair to enhance the appearance.
The rules and regulations for nearly every
state’s Cosmetology Board expressly provides
for the use of electrical appliances to stimulate
the scalp and hair as a revenue producing
service. (Make sure and check with your states
regulatory department to confirm.) This is part of
the practice of our trade and the laser is the
most technically advanced equipment that can
provide this service. Laser Hair Enhancement
will create a new service category in your
salon, and bring in a new source of income.
So, why aren’t there more lasers in salons?
Until recently, the cost of a laser was out of the
price range for most salons. However, just like
computers and cell phones, high-tech cosmetic
lasers have become more powerful and have
dropped in price.
In your salon, clients can receive a 30-
minute laser service twice a week. The average
fee for the service is $200 to $300 per month,
and since the laser uses no supplies, there is a
high profit per service. Here is the best part,
the laser works while you do something else.
Google shows it has over 402,000 searches
for “hair thickening products.” Think of all the
money being spent for shampoos, mousses,
sprays and gels designed to create fuller looking
hair, as well as for new products designed
to improve “hair retention.” People in your
community are spending good money in the
search for better looking hair.
You can get fat profits from solving thinning
hair problems, but only if you provide a
solution that really works and low-level lasers
have been clinically proven to do just that.
For more information visit www.salonlasers.com or call Craig Black at
866-646-9050.
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NORTHWEST STYLIST & SALON | OCTOBER 2010 |

Salon Services & Supplies Expands
with Two New Showrooms
Salon Services & Supplies, based in Seattle, Washington, recently expanded with two
new showroom locations for licensed hair and skin professionals in Eugene and Kennewick.
Salon Services & Supplies has been serving licensed salon and spa professionals since
1980, with numerous showrooms located throughout Washington, Oregon, Idaho and
Utah. Showrooms offer stylists a boutique professional environment with top-notch service
for quick and easy product and supply shopping trips.
The Eugene and Kennewick locations both feature 1,100 square feet of shopping and
educational event space, easy freeway access, ample parking and a spacious classroom area.
“We are excited to be expanding our showrooms by adding these new locations in
Eugene and Central Washington,” says Sydney Berry, owner of Salon Services & Supplies.
“Our clients have told us they want a physical location – which we are excited to deliver
with these beautiful new locations!”
Salon Services & Supplies was founded by hair designers in 1980, with the goal of
creating more than just a distribution center – but to be a resource for professionals, work
to facilitate opportunities for education and to strengthen industry standards by encouraging
personal mastery. Find out more at www.salonservicesnw.com
Instructor
Master
Designer
Classes
designed for licensed
professionals like you who
want to take their skills
to a new level!
Approved for continuing ed by the
Oregon Department of Education.
Call now for start dates:
503-226-1427
www.beaumondecollege.com
admissions@beaumondecollege.com
10 | OCTOBER 2010 | NORTHWEST STYLIST & SALON
beau monde
College of Hair Design
1221 SW 12th Ave.
Portland, Oregon 97205
503-226-1427
FAX-503-241-2823
Financial Aid for those who quality. Institutional
scholarships and Ace grants available to those who qualify.
Master
Designer
Classes
Instructor Training Program
Women’s Cutting Level 1, 2, and 3
Men’s Cutting/Clipper
Multi Cultural Hair
Cutting and Finishing
Perming/ Texturizing
Hair Coloring Level 1, 2, and 3
Long Hair Design Level 1 and 2
Hair Additions Level 1 and 2
Looking for
Teachers to Join
Our Team! Call
(503) 226-1427 for
more information.
Square Peg, Round Hole Trap
Better Business
Neil Ducoff
The conversation often sounds like this:
“He knows what to do, so why can’t he just
do it?” You’ve said it. I’ve said it.
Leaders are notorious for falling into the
quagmire of misreading what an individual
is capable of executing and achieving. As a
result, you place otherwise competent people
into positions and situations where they
struggle and flounder.
In time, your frustration and dissatisfaction
morphs a once confident and contributing
employee into a demoralized and
indifferent anchor whose weight is becoming
increasingly difficult to drag along.
The question is when will you recognize
that you cannot get the square peg to fit in the
round hole? Will you do something about it?
One of the most fulfilling aspects of being
a leader is to coach and guide individuals
to reach their full potential. We love to find
diamonds in the rough and shape and polish
them into sparkling gems. We should never
allow ourselves to lose our belief in the capabilities
of others to achieve great things. Next
to our ability to dream, innovate and envision
extraordinary companies, it is our belief in
the human spirit that separates no-compromise
leaders from mere taskmasters.
Our strong belief in the capabilities of
others is a great asset. However, you can run
into trouble when you allow your needs, priorities
and objectives to drive your decisions
without considering an individual’s actual
aspirations and strengths. For example, you
need a manager and you have a talented and
high-performing employee.
You proceed to “sell” this individual on
the job, the possibilities, the income potential
and the fact that it is the next rung on the
success ladder. What you are betting on is
that the high performance and achievements
that their natural strengths produced in one
area will translate into high performance and
achievements in a leadership role. Ladies and
gentlemen - place your bets.
Recently, I had two conversations with
leaders who were so stuck in the square peg,
round hole trap that they were allowing
their companies to implode around them.
One leader called me to discuss a long-term
manager in whom she had invested tens
of thousands of dollars in leadership and
systems training. Periodic discussions to
clarify expectations, concerns and next steps
would show limited, short-term results. As
frustration and indifference became more apparent,
the manager’s attitude and demeanor
deteriorated. Other employees and leaders
walked on eggshells, wondering what kind of
mood would appear on any given day.
After listening to story after story, I said,
“I want to talk to that smart little voice in
your head. Do you truly believe this manager
will ever be able to do the job?” The answer
her smart little voice gave was, “No.” We discussed
how she was stuck in the square peg,
round hole trap, and how, in the best interest
of the manager, her team and her ability to
lead, she needed to put an end to the situation
so all parties could move on. She agreed.
The other conversation was with a
business owner who expanded his company
and, in the process, created an opportunity
for a top performer to invest in the company
and buy stock. The plan was to have his new
partner lead one location while he focused his
attention on the new location.
Well, the new location ramped up significantly
slower than anticipated. Meanwhile,
the partner found the accountabilities of
being in full charge considerably beyond
her natural strengths. The partner struggled,
employees were frustrated and departed for
greener pastures, and revenues plummeted.
The owner had his hands full with the new
location. It was a scary and frustrating time
for all.
After meeting with both the owner and
the partner and discussing the frustrations,
challenges and leadership blockages, we talked
about building a realistic game plan. When
checking on them recently, it was clear that
nothing had changed. The partner was the
square peg and the leadership position she
was in was the round hole. Once again, the
question was, “If you listen to the little voice
in your head, what is it telling you to do?” His
little voice was suggesting it was time to save
his partner by reassigning her to work where
her natural abilities could thrive.
It is so easy for leaders to be stuck in these
situations and to allow them to drone on for
far too long. Even with the best intentions and
pre-screening, leaders can still discover that
an employee is in over his or her head. It is up
to the leader to recognize the signs early and
coach the employee to grow into the position.
It is the leader who must recognize and
correct the situation before the damage and
costs begin to pile up. Most importantly, the
leader must save an otherwise valuable and
appreciated employee from experiencing
failure in a position of responsibility he or she
was not prepared for and lacked the natural
abilities necessary to succeed.
Yes, leadership is a very complex game.
Do you have any square pegs that you are
trying to fit into round holes?
Neil Ducoff is the founder and CEO of Strategies, a business training and
coaching salon specializing in the salon and spa industry. He is the author
of Fast Forward and No-Compromise Leadership. For a signed copy, go to
www.strategies.com. You can email Neil at neil@strategies.com.

FOUR SEASONS
BEAUTY SUPPLY
980 Lancaster Dr NE, Salem, OR 97301
(behind Taco Time)
Mon-Thur: 9:00am-6:00pm • Fri: 9:00am-5:00pm
Sun: 11:00am-5:00pm
Ph (503) 363-9098 • Fax (503) 363-9069
FOUR SEASONS
BEAUTY SUPPLY
SEATTLE
1073 Andover Park East, Tukwila, WA 98188
206-575-6700
Monday-Friday: 9:00am-6:00pm • Closed Saturday
Sunday: 10:00am-6:00pm
Offers Expire November 15th, 2010 or While Supplies Last.
FOUR SEASONS
BEAUTY SUPPLY
8225 SE Insley, Portland, OR 97266
(1 Block North of Foster off 82nd)
Open 6 Days a Week:
Mon-Fri 9am-6pm • Sun 11am-6pm
503-760-5388 • 503-869-2926
Say you saw it in the NW Stylist!
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during SEATTLE GRAND
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FOUR SEASONS
BEAUTY SUPPLY - SEATTLE
1073 Andover Park East, Tukwila, WA 98188
206-575-6700
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Welcome! FREE FREIGHT
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Grand Opening Deals
Door Prizes – All Your
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Four Seasons Beauty Supply offers wholesale
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estheticians, and massage therapists
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Business License Fees Increased Oct. 1
Effective October 1, facility license fees
increased from $100 for two years to $110
annually and independent contractor registration
fees increased from $75 for two years to
$100 annually.
Business license fees have not increased
for more than 10 years, which is one of the
major reasons for the proposed increase in
addition to an effort to stabilize the amount
of revenue collected each month for agency
and board operations.
The business license fee increase is part
of a two-phase plan that features decreases
to fees for cosmetology college graduates to
lower the financial cost of initial entry to the
profession.
The second phase is planned to occur in
June 2011 and would decrease:
• Examinations – from $50 to $35 per field
of practice
FAQ Answers: Facility Inspections
Shear Numbers
•
•
Practitioner applications – from $25 to $20
Original practitioner certificates – from $40
to $25
The proposed decreases above will lower
a student’s total cost for initial certification in
three fields of practice from $395 to $275.
For more information on proposed fee
changes, please visit http://egov.oregon.
gov/OHLA/COS/COSlaws_rules.shtml.
OHLA and the Board of Cosmetology
are implementing the two-phase plan due
to projected board budget deficits caused
by inflationary factors and personal services
increases.
Another reason for the current budget
imbalance was the switch from one-year to
two-year facility and independent contractor
business licenses in October 2008, causing
a less steady revenue stream for agency and
board operations.
How many practitioners and facilities are active in Oregon? (Numbers in parentheses
+/- change from previous month.) According to Oregon Health Licensing Agency
(OHLA) records as of August 30, 2010:
Practitioners. . . . . . . . . . . 30,745 (-264)
Facilities . . . . . . . . . . . . . . . 4,806 (+28)
Independent contractors . . . 8,285 (+109)
Certificate of ID. . . . . . . . . . . . 427 (+17)
Do you have a question about licensing or
regulatory compliance issues? This monthly
feature will provide answers. To submit a
question, e-mail kraig.bohot@state.or.us or
call 503-373-1939.
Q: I just opened a full-service salon. What
can I expect when my facility is inspected?
A: OHLA has created a Facility Self-Inspection
Checklist to assist practitioners and
facility owners in preparing for inspections.
OHLA has also produced a Facility
Inspections brochure that provides an
overview of the inspection process.
OHLA inspectors are now providing
cosmetology facilities and practitioners a
“heads up” on violations while conducting
initial inspections. Inspectors are conducting
inspections as they normally do, but
are not citing facilities and practitioners for
violations they find.
OHLA inspectors provide information
on the type of violation(s), if any, and then
return to the facility after approximately a
month to see if the violations have been corrected.
If violations are still present, OHLA
inspectors cite the facility or practitioner
and provide them with the option to pay
the civil penalty or attend OHLA’s Safety &
Infection Control (SIC) workshop.
Find FAQ Answers Online!
Find more answers to frequently asked
questions online at http://www.oregon.
gov/OHLA/COS/COS_FAQ.shtml.
Barbering . . . . . . . . . . . . . 4,846 (-154)
Esthetics . . . . . . . . . . . . . .13,186 (-130)
Hair Design . . . . . . . . . . . .21,187 (-172)
Nail Technology . . . . . . . . .13,864 (-172)
ADVERTISERS
Plan Ahead and
SAVE $$
SAVE
2010 Pricing in 2011
Reserve Your Ad Space Now for
2011 and Get 2010 Price Rates!
We are offering all advertisers the opportunity
to lock into 2010 prices for advertising.
Don’t miss out on this opportunity to save money and
make money by advertising in the Stylist Newspapers.
Why Advertise in the
Stylist Newspapers?
SAVE
• TARGET YOUR AUDIENCE...
The Stylist Newspapers are mailed FREE to over
95,000 Beauty Industry Professionals Monthly in
California, Texas, Oregon, Washington and Ohio.
• ONLINE PRESENCE...
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hyperlinks directly to advertiser websites. Our online edition
gives a virtual tour of each month’s paper reaching an even
larger audience of online readers.
• MUST READ INFORMATION...
Cosmetologists rely on the Stylist Newspapers to Stay
Informed of Rules and Regulations from the Regional
Cosmetology Boards and Regulatory Departments.
• FEATURED PRODUCTS...
Get Your Products Featured in “What’s New in the Market”
also included online for an even larger target audience.
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advertising package deals including editorial support, online
advertising with hyperlinks, featured products and more.
• SUPPORT OUR INDUSTRY!
By supporting the Stylist Newspapers
you are supporting the beauty industry!
www.StylistNewspapers.com
Now with More Value
for Your Advertising Dollar
For advertising information call
Marcy at 1-888-297-7010 x207
NORTHWEST STYLIST & SALON | OCTOBER 2010 | 13

Flying Lessons
By Observing the Migration of
Geese We Learn How Flying in
Formation Allows Us To Soar
By Jenny Hogan
The next time you look up at the sky and
see geese or other birds flying in the “V” formation,
you may want to consider the reason
why they fly in this very precise manner.
Every year we witness migrating birds
and the familiar V shape they naturally form
while flying. It’s a wonderful reminder of the
benefits of teamwork and how the synergy of
a group serves to enhance momentum and
boost each individual up.
Lauren Gartland, founder of Inspiring
Champions, tells how we can learn some
important tips on life from observing how a
flock of geese fly together.
Teamwork Is Uplifting — Geese fly in
a V formation because as each goose flaps
its wings it creates uplift for the remaining
birds. Flying in this manner adds 71 percent
more efficiency than if the birds were to fly
alone. “Working as a team in your salon or spa
provides this same type of supportive boost to
your workplace,” Gartland compares.
“The momentum provided by the
combined efforts of a group working towards
a common goal greatly enhances efficiency
and results while also lifting morale.” Create
an inspiring vision for your business that will
guide your team members. Think up ways
your team members can work together for
the common goal of business success. You
could create an incentive program where
salon service and retail goals are rewarded
with prizes like new hairstyling tools, a gift
certificate for a nice dinner or theater tickets.
Avoid Flying Solo — When a goose falls
out of formation, it quickly feels the drag and
resistance of flying alone. “When we humans
fly solo we also feel the weight of life’s
pressures. Our burdens are much lighter if
we share them with others and get the help
and support we need,” notes Gartland. She
advises business owners to hold regular team
training sessions and meetings.
“Productive, inspiring meetings will keep
everyone in sync with your company’s mission
and ensure every member feels included
and listened to.” Make sure there is ongoing
communication in your business and that
everyone participates in creating new goals
and projects. Hold regular training sessions
where new skills and trends are covered, so
that there is always backup in your salon or
spa if an individual needs some technical
advice or just a helping hand.
Rotate The Point Position — If you are
the head of a business, you may feel the sole
weight of the responsibility it bears. Consider
that the lead goose in a formation constantly
14 | OCTOBER 2010 | NORTHWEST STYLIST & SALON
rotates back, letting another goose take its
place. Gartland suggested, “Learn to delegate
in your workplace and share leadership
responsibilities. We each have skills and capabilities
that enhance each other and create a
better workplace with many resources.”
Train and coach your team members to
grow their skills and performance. By unlocking
your employees’ potential, you ultimately
improve your business which will become
much more powerful than if you always try
to do everything yourself. Step back and allow
your team members the chance to grow.
Monitor their work but don’t micromanage;
show confidence in their abilities and
empower them to become leaders too.
Keep On Honking! — Geese in formation
honk constantly while flying to encourage
those up front to keep up their speed.
“Working in an environment where there
is regular encouragement ensures that your
team members feel appreciated and acknowledged,
while leading your business to thrive,”
Gartland said.
Show your thanks and gratitude to your
team members often, both verbally and also
with rewards. Have regular employee outings
or parties in the salon for birthdays, seasonal
events or in celebration of an individual’s
personal success. You could even have an
awards ceremony and give away silly trophies,
or put gold stars on salon stations. The
point is to recognize every accomplishment
team members achieve in some way and let
them know you rely on them and appreciate
their hard work. Studies on work behavior
have consistently found employees actually
favor recognition for their work above salary
increases or other benefits.
When A Goose Is Down — Finally, when
a goose flying in formation is sick, wounded
or shot down, two geese also drop out of
formation. They follow the wounded goose
to the earth to protect it and stay with it until
it recovers, or dies. Then they later catch
up with the flock or join another formation.
“Standing by your workmates through
difficult times as well as good ones ensures a
strong, coherent group,” Gartland declared.
Being flexible in your business may just allow
your downed goose to return to the flock if
the team dynamic is strong enough to prevail.
“We want to lift people up, support
people’s dreams and fuel the spark of greatness
within them,” concluded Gartland. By
creating a strong vision for your business and
actively engaging your team members to be
a part of that vision, you ensure that instead
of many strong individuals flying solo, you
become a powerfully cohesive, soaring team.
Inspiring Champions is a business and coaching company offering live
training camps, coaching and mentoring services, webinars, audio tapes
and educational resources. For more information call 800-496-9305 or go
to www.InspiringChampions.com.
New Examination Vendor Providing
Exams in Washington State
Applicants for Cosmetology, Barbering, Manicuring, Esthetics and Instructors have a new
examination vendor beginning October 1, 2010 in Washington. National Testing Network
will be giving both the written and practical examinations for our applicants. Information
about the examinations can be found on the www.CosmetologyWashington.com website.
If you are a graduate of a Washington State cosmetology school and need to schedule
examinations you will contact your school for scheduling information. If you are applying
from outside of Washington state with or need to reinstate a cancelled Washington License,
complete the form at www.dol.wa.gov/forms/638040.pdf and send it to the Department.
You will be contacted with examination scheduling information.
REMINDER: Salon Shop Owners are required to certify to the department that they
have coverage of a public liability insurance policy in an amount not less than one hundred
thousand dollars for combined bodily injury and property damage liability. Check your
policy to make sure that your coverage meets this requirement.
Advisory Board
Meeting and
Workshop Schedule
Advisory Board meetings and Workshops
schedule for 2010 and 2011 are listed below:
Please note – due to budget considerations we
have moved to quarterly board meetings.
• November 8, 2010, 9 a.m.
• February 14, 2011, 9 a.m.
• May 9, 2011, 9 a.m.
• August 8, 2011, 9 a.m.
• November 14, 2011, 9 a.m.
Location:
Department of Licensing, Room 209
405 Black Lake Blvd SE, Olympia WA
Numbers In Style
Dept. of Licensing Active Licenses
Operators . . . . . . . . . . . . . . . . . 56,013
Personal Service . . . . . . . . . . . . . . . 250
Instructors . . . . . . . . . . . . . . . . . 1,354
Salons. . . . . . . . . . . . . . . . . . . 12,122
Schools . . . . . . . . . . . . . . . . . . . . . 85
Mobile Unit . . . . . . . . . . . . . . . . . . .13
Visit our Website!
www.dol.wa.gov/business/cosmetology
For the most current information on
the cosmetology program, visit our web site
at www.dol.wa.gov/business/cosmetology.
If you need to contact us, we can be
reached at (360) 664-6626, or write to:
Department of Licensing, Business and
Profession Cosmetology Section, PO Box
9048, Olympia, Washington 98507
Renew Online
Cosmetologist, Manicurist, Estheticians, Barbers, Instructors, Salon/Shops,
Personal Services Operators, and Mobil Services Operators can renew licenses
online. Watch for your Notice to Renew in the mail and if you are eligible,
you will receive a password and the website address. Visa or MasterCard are
required for online payment.

SALON OPENINGS
HAIR STA TION & PRI VATE
ESTHETICIAN ROOM AVAIL -
ABLE AT DOLCE SALON & BOU -
TIQUE - LO CATED IN SIDE VERY
BUSY GRESHAM CASCADE ATH-
LETIC CLUB 1200 peo ple walk by my
doors each day! Won derful work en vironment.
Call for more information
(503)781-2927
KEIZER, OR ~ EX CELLENT LO -
CA TION Pro Beauty Sa lon Has two
full-time hair sta tions avail able and one part-time
station avail able. One Esthetician room avail able
part-time. First month 1/2 off. DON’T MISS
THIS OPPORTUNITY! Call Celeste at
(503)984-3576 ~ Just opened Sept. 5th!
MOVE IN SPE CIAL!!! A MATTER OF
STYLE - TIGARD SEEK ING PRO FES-
SIONAL STYL IST Must have cli entele.
Full lease $450 ~ negotiable. Nice people to
work with!! 11730 SW GREENBURG RD,
TIGARD, OR 97223 ~ Please call
(503)684-0575
PROGRESS SQUARE ~ MAKE
YOUR MOVE! Need a fresh new en vironment
to grow your busi ness? SHEAR RA -
DI ANCE is ready to welcome you and your cli -
entele. Full and Part-time lease available. Contact
Pauly (503)816-8102
BEAVERTON - UP SCALE SALON
HAS OPEN ING FOR FULL TIME
NAIL TECH NICIAN WITH CLI EN-
TELE Spa ped icure with clean jets and hepa
fil ter man i cure ta ble. Rea son able lease with
retail space. (503)381-1177
EX PE RI ENCED HAIR STYL IST
Busy down town Corvallis Sa lon &
Spa has two full time sta tions avail able for
lease. We are a low drama, pro fessional Sa lon
but main tain a light hearted, fun at mosphere.
Come join us and bring a fel low Styl ist and
you’ll both get your first month FREE! Other
extras in cluded. For more info call Janice
(541)760-3336 or Julie (541)405-8716
$1,000.00 HIRING BONUS! Out going & mo -
ti vated Hairstylist & Nail Tech with full clientele
wanted for a com mission position in our upscale
sa lon in NW PDX. We are a Bum ble &
bumble sa lon with Jan Marini & Dermalogica
skincare. Receptionist, laun dry & backbar provided.
Position is 55/45% commission - you get
55%, plus 15% for re tail sales & 100% of your
tips. Join our team and we will pay you an ad ditional
$1,000.00 as a hir ing bo nus! Bo nus con -
tingent upon clientele. Contact (503)227-7750
Resume & references required.
SMASHCUT STU DIO Seeks ex pe ri enced
Styl ist. Let us take care of you and your cli entele
in our award win ning sa lon. En joy our
prime Pearl location, plenty of parking,
fun events, ex cel lent re tail com mis sion, great
mar ket ing, con tin u ing ed u ca tion. Con tact
Vic to ria@smashcutstudio.com or call
(541)953-4972
DOWNTOWN PORTLAND ~ HAIR
STATION OPEN FOR LEAS ING at one
of the most re nowned sa lons in town. Best
lo ca tion, Ex cel lent Team, Mar vel ous Cli ents,
and Great Ben efits! Call (503)936-7598 for
details.
OR E GON CITY SA LON LOOK ING FOR
AN UP BEAT HAIR & NAIL STYL -
IST Open spot for a part-time and full-time hair
and part to full-time nail. Dis counted rent first
month. (503)504-4099 or ccmowry@yahoo.com
LEASE OFFERS
$
DON’T MISS THIS OP PORTU-
NITY Mr. Os car’s of Port land is looking
for a professional, motivated Hair styl ist
and Nail Technician to join our Paul
Mitchell Fo cus Sa lon team. Es tablished or
just start ing out. Call Ma rie @
(503)252-3433 www.mroscars.com
STYLES AT HART ~ BEAVERTON
/ COO PER MT. ~ LARGE,
SEMI-PRI VATE STA TIONS One part-time
available now, one full-time in De cember. Our
Stylist is moving and leaving a 10 year cli entele.
Must see to ap preciate. Must have cli ent base.
Call Al ice (503)789-6364 or sa lon
(503)591-1998
NEW VAN COU VER SA LON HAS
TWO HAIR STA TIONS AVAIL ABLE
NOV. 1ST Great lo cation on Main St., $450
per month. Sell your own re tail. In side court
with cof fee shop. Very nice. Call
(360)909-1188
FULL-TIME HAIR STATIONS FOR
LEASE AT AIN’T MS-B-HAVEN’S
NEW LO CATION - 1/2 OFF FIRST TWO
MONTHS Come work in an es tablished, team
ori ented sa lon located on Gres ham’s busiest
cor ner. Con tact Linda at (503)674-0052
ONE FULL-TIME HAIR STA-
TION IN RA LEIGH HILLS If you
are look ing for a fun, full ser vice sa lon to grow
your busi ness with other like minded hard
workers, we are the place! Must have some
clientele and be self- mo tivated! Call
(503)939-0998
HAIRSTYLIST & NAIL TECH
LEASE STA TIONS AVAIL ABLE
AT SHEAR PLEA SURE HAIR DESIGN
LOCATED IN RA LEIGH HILLS,
FRED MEYER SHOP PING CEN TER -
BUSY, WELL ESTABLISHED, FULL
SER VICE SA LON Must see be fore choos -
ing a salon. (503)297-3305 or (503)557-8516
Two Months Free Rent
PANKY & FRIENDS IS SEEK ING MO TI-
VATED, PRO FES SIONAL AND
FRIENDLY HAIR STYLISTS AND NAIL
TECHS TO LEASE IN DOWN TOWN
MILWAUKIE Full time and part time available.
Call Panky (503)799-5973
NORTHWEST STYLIST & SALON | OCTOBER 2010 | 15

FREE TRIP TO MEX ICO 5 sta tions for lease.
$400 each. Sign a lease for 12 months and receive
a free trip to Mex ico. 3061 W 11th, Eu gene Or e-
gon. (503) 869-2926
1ST MONTH FREE TO JOIN OUR BUSY,
FRIENDLY SA LON Cli entele needed. Some
walk-ins. Great lo cation in Salmon Creek.
Call Kathy for more information (360)521-8171.
PRIVATE HAIR STA TION
AVAILABLE AT SHEARS
AHEAD IN TIGARD One part-time sta -
tion available. Very ac cessible, between I-5
and 217. Sell own re tail. Have cli entele. First
month 1/2 price. Call Jack (503)245-1381
BEAVERTON ~ JEANNE SA LON
IS LOOK ING FOR STYL ISTS TO
LEASE STATIONS Good location. Nice,
clean sa lon. Sell your own re tail. Must have cli -
entele. Two months FREE rent. For in formation
call Tony (503)848-3491
UP SCALE GRES HAM SA LON
HAS HAIR STA TIONS AVAIL -
ABLE ~ 1/2 OFF FIRST MONTH’S
LEASE Lease FT or PT. Good location with
some walk-ins. Lease in cludes re tail com mission
and tow els. Must be ex perienced and
pro fes sional with cli en tele. (971)533-4333
NW PDX SA LON ~ FULL AND
PART-TIME HAIR STA TION FOR
LEASE Be your own boss in this professional,
relaxed en vironment. Carry your own re tail.
Con crete floor ing, cus tom light ing, EASY
PARKING. Call (503)348-6301
28 YEARS AT THIS FANTASTIC LO CA-
TION IN THE HEART OF SELLWOOD
on 13th and Ta coma. Re flections Hair has openings
avail able for lease Styl ists . To tal makeover
of the sa lon in the works. Lots of parking,
Starbucks, Co lumbia Sports wear, Nu Sea sons
and plenty more sur round us. Lease paid weekly
$150.00. Free week for vacation yearly, must
have cli entele, but we also have walk-in busi ness.
Call Dave (503)239-7105 cell (503)680-6236
GLAMOUR SA LON IN S. SA LEM has one
part-time Styl ist sta tion $250 and one pri vate
room $400 for lease. Professional sa lon with lots
of amenties. Please call (503)851-2045.
www.glamoursalonsalem.com
$
2 MONTHS FREE Hair stylist / Nail
Tech position available, full and
part-time. Call (971)285-1011
GREAT LO CA TION! HAIR STYL IST
LEASE STATIONS AVAIL ABLE IN THE
BEAUTIFUL MURRAY HILL MAR KET-
PLACE For the first time in eight years, we have
two sta tions avail able for full-time lease to mo tivated
and ex perienced Styl ists. For more in formation
please call Bella Salon (503)524-2606.
FULL-TIME HAIR STATION FOR
LEASE AT IOLITE SALON IN THE
PEARL DIS TRICT We re tail Bumble &
Bumble, Phyto and Pureology products. We
pro vide full-time re cep tion ist. Call
(503)267-9492
KROMA HAS AN OPEN STATION ~ FULL
OR PART-TIME LEASE 12 Sta tion sa lon with
all ame nities. Commission options also avail able.
Prime SW Port land lo cation, Hwy 26 and
217. Bring your cli entele or grow with our ex cellent
traf fic. First month free. Call Bill at
(503)750-9884 to sched ule your ap pointment.
MOSAIC HAIR AND NAIL SA LON IS
LOOKING TO ADD TO THEIR TEAM
OF STYL ISTS Cor nell Rd Off Sun set
Hwy, in Beaverton. Lease Po sitions Avail -
able for Full and Part Time Hair styl ists and
Nail Techs. Large, Pri vate Sta tions with
Built-in Storage and Retail Dis play. Newly
Re mod eled. Prom i nent, Busy Lo ca tion with
Easy Ac cess and Am ple Parking. Must See in
Person - Con tact Us To day (503)924-4000 or
(503)504-2502.
LEASE OP PORTUNITY AT SAGE SA-
LON ~ NEW, BUSY, DOWNTOWN
TROUTDALE LO CA TION Join our fun and
professional team of Styl ists. We have room for
part-time Esthetician and three part-time or
full-time Styl ists. We pro vide tow els and commission
on re tail. Also plenty of park ing! Please
contact Kristie @ Sage Sa lon (503)260-4212
TAGLIO SA LON IN TIGARD HAS ONE
FULL-TIME STATION FOR LEASE
OCT. 1ST We are a well-es tablished,
drama-free sa lon with many new cli ents weekly.
If you are a professional, motivated Styl ist who is
a team player with some cli entele, we could be
the sa lon for you! www.tagliosalonnw.com. Ask
for DeDe (503)452-2557. Have a great day!
TWO HAIR STA TIONS AND MAN -
ICURIST PEDI SPA CHAIR FOR
LEASE ~ UPTOWN VIL LAGE AREA,
VAN COU VER, WA Rea sonable lease. Ask for
Craig (360)696-2245
LEASE OP POR TU NITY AT NEW
VI SIONS SA LON New & busy
McLoughlin Blvd, Milwaukie. Easy ac cess and
great park ing. Fun and pro fessional Styl ists a
must!!!!!! Call Stephanie @ (503)267-6177
NAIL STA TION AVAIL ABLE FOR
LEASE ~ GREAT LO CATION IN SE
PORT LAND 1st month FREE! Lots of
walk-ins. Call Rosie for more in formation
(503)761-2669 or (971)322-9170 (cell)
SALON DU JOUR DAY SPA lo cated in a
busy strip mall in Or e gon City has PRI VATE
ROOMS and Hair Sta tions avail able for lease.
1/2 off first two months lease. Bring a friend &
both of you will re ceive 1/2 off rent for the first 3
months! Leases start @ $375. (503)656-4472
PRIVATE SUITE FOR LEASE
FULL-TIME TO WELCOME YOU &
YOUR CLI EN TELE HAIR WE ARE es -
tablished 30 years in down town Renton, WA -
Call Lisa or Lorna (425)255-3328 SELL
YOUR OWN RE TAIL
PORT LAND’S NEW EST UR BAN SA-
LON IS NOW OPEN! Be your own boss and
make your own sched ule while work ing at one of
Portland’s new est hot spots, Dread Rock Sa lon!
Located in a high traffic area on NE MLK, only
two blocks North of Broadway. Seek ing ex perienced
Styl ists who are pas sionate about bringing
fresh, funky and in novative styles to the Port land
Community. Three full-time sta tions are cur -
rently avail able. Dread Rock Sa lon mas ters the
delicate bal ance be tween funky-fun and so phistication.
Call Debbie to set up a interview:
(503)756-9675.
LEASE STATIONS AVAIL ABLE IN
SUPER FRIENDLY, FUN SA LON
LOCATED IN A THRIV ING NW PORT -
LAND NEIGH BOR HOOD Be mo tivated,
love what you do - then call Lisa @
(503)477-0227 to schedule an interview.
SALARY /
COMMISSION
RAIN SA LON IN BEAVERTON IS
SEEK ING EX PE RI ENCED STYL ISTS
High commission, full med ical and den tal
ben e fits, prod uct com mis sion. Full and
part-time avail able. Call (503)579-1500
COME JOIN OUR TEAM AT NEW BE -
GIN NING SA LON SPA! Fast-growing,
high-end AVEDA Life style Sa lon Spa seeking
ex pe ri enced, mo ti vated ser vice pro vid ers. Re tail
comm., ed u ca tion op por tu ni ties & more.
Tanasbourne area. www.nbsalonspa.com
(503)645-2950.
STYLISTS & SA LON MAN AGE-
MENT needed for fast-paced hair sa lons
in Medford, Grants Pass, & Klamath Falls.
Hourly wage, bo nus, com mis sion, ben e fits, paid
ad vanced train ing, cli en tele pro vided
(541)891-2811
SEEK ING ES THET ICS AND NAIL
TEACHER / DIRECTOR Seek ing in dividual
who is able to man age an en tire spa area
as well as teach. E-mail Dianna Peterson at:
ad mis sions@beaumondecollege.com or call
(503)980-4701 for an in terview.
16 | OCTOBER 2010 | NORTHWEST STYLIST & SALON

SHOPS FOR SALE
NEW EQUIPMENT
NORTH SE ATTLE HAIR SA LON FOR
SALE Same lo cation for 20 years. Seven sta tions
/ two tan ning beds. Five Styl ists who would like
to stay. Great lo cation. Great po tential. $24,000.
Call for more in formation. (206)930-8470 or
(206)783-1284
BARBERSHOP FOR SALE OR LEASE -
STANWOOD, WA Close to Camano Is land.
Same lo cation for 35 years. $13,500 OBO. Call
for more in formation. (206)356-4489 or
(360)629-2882
FULL SER VICE SA LON FOR SALE Es -
tablished over 20 years. Ex cellent, busy lo cation
in S.E. PDX. Contact Larry @
(971)344-9771
CANNON BEACH SA LON Turn key ready!
Prime downtown location (1 block from the
beach) with well es tablished cli entele. Great potential
for new cli ents & walk-in busi ness! Ask -
ing $50,000. Call (503)440-0566 or email
coleja@hotmail.com for more information.
EL E GANT NAIL SUP PLY: We whole sale
and re tail New & Used Sa lon Equipment, Sa lon
Furniture and all brand-name prod ucts OPI,
IBD, Gena, Cre ative, LaPalm… We of fer on line
con tin u ing ed u ca tion. Please visit our website
for more in for ma tion:
WWW.ELEGANTNAILSUPPLY.COM
Phone: (937)258-0608 or 1-888-308-6308
SEXY EX TENSIONS FOR YOU ~
HAIR EX TENSIONS AND SUP-
PLIES Call for more in formation
1-800-586-4409 or visit:
www.sexyextension.com
MISCELLANEOUS
SHOP AVON AT HOME OR IN YOUR
OF FICE with per sonal de livery and 100%
guar an teed sat is fac tion. Marcy Avenson -
Avon In de pend ent Sales Rep re sen ta tive
w w w . y o u r a v o n . c o m / m a v e n s o n
(503)997-8849 marcyavenson@gmail.com
PROFESSIONS
ESTHETICIAN WANTED ~ JOB AVAIL -
ABLE FEB RUARY 2011 ~ MUST BE LI -
CENSED ~ LA SER EX PE RI ENCE A
PLUS. Long stand ing Vein Clinic is add ing
Aesthetic services. Training avail able. Sal -
ary ne go tia ble and de pends on ex pe ri ence.
Salem Vein and Aes thetics Cen ter. Send
CV to pattyb@salemvascular.com
BUSINESS
OPPORTUNITIES
MAKE $100 PER HOUR SHARP ENING
SCISSORS AND CLIPPERS. I will beat
anybody’s price on any equip ment and
train ing. (408)439-9161
FOR SALE: PRI VATE COS METOL-
OGY COL LEGE LO CATED IN
PENDLETON, OR E GON Great Busi -
ness Op portunity. This busi ness was es tablished
in 1960 and has room for growth. Call
(541)310-7248 for more information.
OREGON COAST RE SORT TOWN -
BEAUTY SHOP 1600sq ft building, large cor -
ner lot, great lo cation. Busi ness close to ocean,
lakes, dunes and much much more! Owner will
carry. (541)404-5565 $365K
FOLLOW THE SUN IN YOUR OWN
LUX U RI OUS SA LON & HOME 42 foot
fifthwheel, cus tom de signed & fac tory built by
the best. Pack age in cludes LLC,
website.wwwStarvoyagerRVrental.com
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NORTHWEST STYLIST & SALON | OCTOBER 2010 | 17

Smoothing Services:
Do You Hear The Boom?!
The Mane Objective
Marco Pelusi
There is an enormous boom in our
beauty world right now and it lies with
smoothing services. Are you in for the ride?
Every successful stylist I know and just about
every hair care company has started to offer
smoothing treatments.
My prediction is that this service and product
category could be the growth opportunity
of the future. Perhaps the most exciting thing
about this service is the simple fact that it
attends to quite possibly every single head of
naturally curly hair out there.
Smoothing systems open up horizons for
a hairdresser, allowing them access to clients
of all cultural backgrounds. Smoothing also
adds a strong option for the many clients who
do not wish to receive a full-on straightening
procedure, but who are in desperate need of
some texturizing assistance. The possibilities
are endless.
What amazes me about smoothing systems
is that tremendous growth has occurred simultaneously
with the worst economy in history.
This astounds me and intrigues me at the
same time. Companies in this category have
not only opened, but have also experienced
remarkable growth.
The huge development in this category
affirms my belief our beauty industry may
indeed be “recession-proof.” It is fascinating
to me that a client will pay several hundred
dollars for a smoothing service, even though
she is concerned about losing her job. In a way,
it is almost as if our clients desire to look even
better in response to economic concerns.
Smoothing services provide a fabulous ease
of styling for many people. I think we need
to remind ourselves to focus on meeting our
clients’ specific texture needs. If we do this, we
will continue to be successful, recession or not.
18 | OCTOBER 2010 | NORTHWEST STYLIST & SALON
Are you and your staff having questions
about how to proceed with smoothing services?
Are you concerned about safety issues? The
answer is easy: education, education, education.
Every company out there is more than
happy to teach you precisely how to perform
their smoothing services. Encourage them to
train you and your staff as part of their introductory
offer. Question them about any possible
concerns. It is still a relatively new service, and
there is a lot of different information available
out there. You need to know what research and
development has shown for each company’s
product performance, so that you may succeed
when working with their products.
Make a list of what you and your staff need
in order to be successful – and what information
or education you need to quell any fears
about performing these services. Meet with
your top three smoothing service vendor
choices, and see what each vendor can do to
meet your specific needs. Be proactive. You
will be pleased with the results.
One of the main mantras I have always
touted is as follows: “As stylists, we must be
able to offer services that cannot be replicated
anywhere else.”
If you do it right, it should not be easy
for your clients to replicate your smoothing
treatment at a neighboring salon. Smoothing
services are still an extremely innovative menu
item; do not let your competition get ahead
of you. Instead, lead the way by offering topnotch
smoothing systems.
Become educated about all the brands that
are available on the market today and make the
choice to become involved with one or more
of them. It is important to stay ahead of the
game. Be a cut above the rest.
Marco Pelusi is globally recognized as a haircolor trainer and platform artist.
Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles 2009
by KTTV Fox11’s “myfoxla Hot List” competition. Pelusi created the Marco Collagen
Color Guard HairCare System, the collagen system developed for color and
chemically treated hair. For more information, visit www.marcopelusi.com.
OCTOBER 2010
1-31: BeautyTech’s 12th Annual Strut Your Stuff Nail Art and
Enhancement entry acceptance - www.beautytech.com
15-19 4th Annual NW Nail Tech Networking Retreat @ Camp
Burton, Vashon Island, WA 1-877-88-NAILZ www.nwnailtechs.com
16-17: International Esthetics, Cosmetics and Spa Conference
IESCS Florida, www.iecsc.com
17-18: Fall Back to Beauty @ The Red Lion in Salem, Oregon
- for tickets contact Beauty Bros at 541-451-2767
17-18: Premiere Birmingham 800.335.7469 premiereshows.com
17-18: Strategies High-Performance Front Desk Training, San
Francisco, CA 1-800-417-4848 ext. 202
17-18: InSalon 2010, Saint Paul, MN www.insalonpro.com 1-888-
213-0949
17-18: Grand Rapids Salon Forum 2010, Grand Rapids, MI 1-800-
336-2597 www.malys-midwest.com
17-21: Bronner Bros. Seminars by the Sea, Atlantis Resort, Paradise
Island, Bahamas www.bronnerbros.com
18: SalonCentric’s RISE Business Forum, Phoenix, AZ www.malys.
com/web/shows 1-800-446-2597
18: George Riley’s presents An Exciting Evening with Paul Brown
Educators featuring Spencer Lebowitz & Sharon Deardoff, Concord, CA
1-800-303-3630 www.georgerileyspbc.com
24: Beauty School Forum, Barristar Productions, Indianapolis, IN
www.barristar.com 800 SHOW-432
24-25: International Congress of Esthetics and Spa, Philadelphia,
PA 1-800-471-0229 tradeshow@LNEONLINE.com
24-25: Texas Beauty Show, Dallas, Texas - Convention Center
http://www.texasbeautyshow.com/
24-25: Esthetique Spa Intl, Edmonton, Canada www.spa-show.com
31-11/1: San Juan Beauty Show, www.sanjuanbeautyshow.net
31-11/2: Destination Rejuvenation Fall 2010, Surf and Sand
Resort, Laguna Beach, CA (949)716-2723
NOVEMBER 2010
1: SalonCentric’s RISE Business Forum, San Francisco, CA www.
malys.com/web/shows 1-800-446-2597
7-8: Eufora International Global Connection, San Diego, CA
www.euforaglobal.com
7-8: Exclusive Salon Products presents I.C.O.N. Expo, Bellevue,
WA 1-877-377-5386 or www.exclusivesalonproducts.com.
OCTOBER 2010
Fast Application Fusion Method Extensions, Classes Every
Monday. Call for information (360)420-6939
15: Exclusive Salon Products presents Affinage Creative Color &
Techniques Class, Portland, OR www.exclusivesalonproducts.com
17: Salon Services presents Eufora Successful Salon Seminar,
Renton, WA www.salonservicesnw.com
18: Maly’s, Redken & Pureology present Design & Color in Style
featuring Jody Erickson & Tyson Daniel, Landmark Convention
Center - Tacoma, WA www.malys.com
18: Ed Wyse Beauty Supply presents EZ Flow Introduction to Design
Nails Hands-On Acrylic Class, Bellevue, WA www.edwyse.com
18: Salon Services presents Eufora Successful Salon Seminar &
Marcia Teixeira Train the Trainer, Portland, OR 800-251-4247, x226
or www.salonservicesnw.com
18: Smooth Skin Supply presents Waxing 101 Free Online Class
- (877)473-1032 www.smoothskinsupply.com
18: Exclusive Salon Products presents Keratin Complex Smoothing
Therapy Certification Class, Seattle, WA www.exclusivesalonproducts.com
18-19: Legend Aesthetic Distribution and Education presents
Professional Body Sugaring Certification Class, Auburn, WA
(253)569-3336 or amber@legendtrainingcenter.com
19-20: Salon Services & Supplies presents Dermalogica LIVE
Professional, Portland, OR salonservicesnw.com
20: Exclusive Salon Products presents Affinage Creative Color &
Techniques Class, Seattle, WA www.exclusivesalonproducts.com
24-25: Salon Services present Brocato Razor Cut & Color
Workshop, Renton, WA salonservicesnw.com
25: Ed Wyse Beauty Supply presents Axxium Soak-Off Gel
Lacquer Hands-On Class with OPI Regional Educator, Tacoma, WA
www.edwyse.com
25: Strategies Salon / Spa Business Training & Coaching presents
FREE WEBINAR - Social Media Marketing - Don’t Get Left Behind
- visit www.strategies.com or 1-800-417-4848
25: Legend Aesthetic Distribution and Education presents
Advanced Body Sugaring: Brazilian Class, Auburn, WA (253)569-
3336 or amber@legendtrainingcenter.com
25: Salon Services present Intro to Keune Color, Spokane, WA
salonservicesnw.com
7-10: Milady S.O.S. Training Academy, Carlsbad, CA email:
delmar.milady@cengage.com or 1-800-998-7498 ext. 2700
8-11: Maly’s Redken Exchange, New York, NY www.malys.com
10-12: Cosmoprof Asia, Hong Kong, www.cosmoprof-asia.com
26-28: Wellness Asia Exhibition, Chennai Trade Centre, Chennai,
India www.wellnessasiaexpo.com
JANUARY 2011
9-10: Empire and ARROJO present Masters of Beauty Skills Certification
Program, Minneapolis, MN MastersOfBeauty@empire.edu
14-22: Nail Those Profits at Sea Cruise, St. Martin, St. Kits, St.
Lucia 1-800-809-6623 www.nailthoseprofitsatsea.com
17-18: Beauty Expo USA, Las Vegas www.beautyexpousa.com
29-31: Long Beach International Salon & Spa Expo, Long Beach
Convention Center probeauty.org/ISSE
FEBRUARY 2011
6-7: Empire and ARROJO present Masters of Beauty Skills
Certification Program, Kentucky - MastersOfBeauty@empire.edu
27: Beauty School Forum, Barristar Productions, Kissimmee, FL
www.barristar.com 800 SHOW-432
27-28: Day Spa Expo, Las Vegas, NV www.dayspaexpo.com
MARCH 2011
6-7: Empire and ARROJO present Masters of Beauty Skills Certification
Program, Nashville, TN MastersOfBeauty@empire.edu
6-7: Prof. Beauty London, www.professionalbeauty.co.uk/london
6-8: IBS New York, Jacob Javits Center www.ibsnewyork.com
6-8: International Esthetics, Cosmetics and Spa Conference
IECSC New York, www.iecsc.com
12-14: America’s Beauty Show (traditionally Midwest Beauty
Show), Chicago, IL www.americasbeautyshow.com
13-14: ABA Canada, Montreal, Quebec www.abacanada.com
18-20: Beauty International’s Worldwide Leading Trade Fair for
Professional Cosmetics, Nail, Foot and Wellness Professionals,
Düsseldorf, Germany (312)781-5180 www.mdna.com
18-21: Cosmoprof Bologna, Italy www.cosmoprof.com
20-21: Spectrum International Beauty Expo, Los Angeles, CA
(310)680-7367 www.spectrumintlbeautyexpo.com
26-28: Midwest International Salon & Spa Expo, Rosemont, IL
probeauty.org/ISSE
25: Exclusive Salon Products presents Affinage Creative Color &
Techniques Class, Spokane, WA www.exclusivesalonproducts.com
25: Tres Jolie Hair Extension Specialist presents Color and
Design, Portland, OR (503)453-3259 www.extensions4hair.net
25: S.H.E. Consultants presents Hands-on Hair Extensions
Education & Application, Seattle, WA (425)493-2521 www.
sandyshairexpressions.net
27: Beau Monde College of Hair Design is hosting a Day of
Education, Portland, OR 503-226-1427 beaumondecollege.com
NOVEMBER 2010
1: Salon Services presents Eufora Men’s Cutting, Portland, OR
800-251-4247, x226 or www.salonservicesnw.com
1: Salon Services & Supplies hosts Bruce Conching’s Flourish:
Encouraging Personal Mastery, Renton, WA 1-800-251-4247 or
email education@salonservicesnw.com
2: Salon Services & Supplies presents Dermalogica Navigation
Know-How, Renton, WA salonservicesnw.com
3: Salon Services & Supplies presents Touch Therapies: Reflex
Point - Feet and Hand & Arm, Renton, WA salonservicesnw.com
8: S.H.E. Consultants presents Hands-on Hair Extensions
Education & Application, Seattle, WA (425)493-2521 www.
sandyshairexpressions.net
8: Salon Services & Supplies presents Thermal Body Therapies
& Brocato Holiday Glam, Renton, WA; Keune The Art of Reds &
Blondes, Portland, OR salonservicesnw.com
9: Salon Services & Supplies presents Touch Therapies: Stress
Relief - Back, Renton, WA salonservicesnw.com
14: Salon Services present Meet Kim Vo and Best of Blonding
with Kim Vo, Renton, WA salonservicesnw.com
15: Exclusive Salon Products presents Affinage Creative Color &
Techniques Class, Seattle, WA www.exclusivesalonproducts.com
15: Tres Jolie Hair Extension Specialist presents Color and
Design, Portland, OR (503)453-3259 www.extensions4hair.net
15: Salon Services present Eufora Elite Certification, Renton, WA
salonservicesnw.com
15-17: Salon Services & Supplies presents IDI International
Skincare Techniques, Renton, WA salonservicesnw.com
21: Salon Services & Supplies presents ChromaWhite TRx,
Spokane, Renton, WA salonservicesnw.com

WHAT’S NEW IN THE MARKET
1. Restore Hair’s Resiliency with La-Brasiliana
La-Brasiliana Zero Keratin Treatment with Collagen is a revolutionary process that transforms hair.
Keratin is the primary protein of the hair, skin, and nails. This natural substance gives hair the ability to
return to its original healthy, shiny, smooth state while collagen improves the elasticity of the hair.
Unlike other products available on the market, La-Brasiliana Zero Keratin Treatment with Collagen
replenishes the condition of the hair without damage or change to the molecular structure. The treatment
can be used on all hair types such as chemically treated hair, colored, permed, relaxed, straightened,
highlighted, and bleached.
The application process takes anywhere from 1.5 to 4 hours depending on the length and thickness
of the hair. It is infused with a 450 degree flat iron, which seals in moisture, hydrates the hair, and creates
a glossy finish. Results are visible immediately after treatment is completed. The results last two to four
months; the treatment dissipates gradually as hair is shampooed. As clients repeat the treatment every two
to four months, they will be able to observe a continuous improvement of their hair.
For more information call 1-800-519-2309 or visit www.la-brasiliana.com.
2. Permanent Hair Color Without Ammonia
Z.One Concept introduces a line of permanent hair color without ammonia. Delicate Permanent
Color Oil with its complex organic oil formulation increases shine and color retention. Through the
organic complex the hair will be more hydrated, healthy and soft.
Delicate Permanent Color Oil is a conditioning permanent color that gives total grey coverage and
because of the fragrance makes the coloring treatment a pleasant experience. The color and tones are true
and intensive, leaving the hair hydrated, soft and shiny.
Z.One Concept has created a personalized organic innovative complex, called “2O4 organic complex”.
A mix of four organic oils (Brazil nut oil, kendi oil, nyamplung oil and sunflower oil) which nourish the
hair fully, during and after the processing time. The “2O4 organic complex” works inside and outside the
hair, strengthening and protecting hair structure and rebalancing hair hydration. The result is uniform and
bright colors, and soft, nourished and silky hair.
For more information visit Z.One Concept at www.z-oneconcept.com or call (973) 396-2654.
3. Curl Perfected
L’anza launches Healing Style Curl Define, a lightweight cream that enhances texture and smoothes
curls. Curls are perfectly aligned and frizz-free with renewed bounce and luster.
Utilizing L’anza’s exclusive Keratin Healing System, triple UV Protection (UVA, UBC & UVC) and
thermal protection up to 500˚ F, Curl Define heals, seals and protects hair resulting in resilient soft curls.
L’anza is a leading manufacturer of quality haircare products and is the only company offering products
that heal, seal and protect the hair. L’anza products are free of all animal by-products and are never tested
on animals. For more information visit www.lanza.com or call 1-800-423-0307.
4. Create an Instantly Gorgeous, Sun-Kissed Look
Fake Bake Bronze on the Glow is a wash-off cosmetic tanning product for the entire body, including
the face. Bronze on the Glow is the easiest way to create an instantly gorgeous, sun-kissed look that will
last all day. It does not contain any self-tanning agents so once removed, skin will appear as it did before
application.
Bronze on the Glow is suitable for all complexions and ideal for covering irregularities in skin tone
to create a natural-looking, streak-free tan. Fake Bakes 360 degree nozzle provides a continuous spray that
works at any angle. The fast-drying aerosol is transfer resistant and will not clog pores.
Fake Bake Bronze on the Glow is an organic based, cosmetic tan with subtle shimmer perfect for
special occasions, daily use or a quick touch up to an existing Fake Bake tan.
For more information call 1-800-269-9660 or visit www.fakebake.com.
5. Restore Hair Inside Out with Awapuhi Wild Ginger
Heat styling, chemical processing and daily wear and tear can strip hair of vital protein and moisture.
To rebuild, hair must be treated from the inside out. Introducing Awapuhi Wild Ginger, the luxurious
answer to indulge and care for dry, damaged hair.
This new eight-product collection by Paul Mitchell, features natural Awapuhi extract and an exclusive
KeraTriplex complex that repairs damage from the core to the cuticle and transforms strands into pillars of
style and strength.
According to Mintel International, “93% of consumers describe their hair as dry, damaged or colortreated.”
The Awapuhi system is proven to repair this common damage that results from heat styling,
chemical processing and aging, replenishing every strand with vital protein and intense moisture.
John Paul Mitchell Systems, a top manufacturer of salon-only professional hair care products, has been
serving the professional beauty industry for 30 years. For more information visit www.paulmitchellpro.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.
1
3
Zerran Reform ® Kit
& Iron Special
100% Vegan Natural Hair Straightening System
ZERRAN REFORM ® INTRO KIT WITH FLAT IRON
1 x 8 oz. Absolution Clarifying Shampoo
1 x 8 oz. Sulfate Free Conditioner
1 x 8 oz. Reform Shampoo
1 x 8 oz. Reform Conditioner
1 x 2 oz. Radiant Finish Frizz Control Liquid
2 x 1 oz. Hair Redemption Hair Repair Packets
1 x 8 oz. Hair Redemption Hair Repair
1 x Zerran Reform Flat Iron
Call for information about Zerran Reform
Headmaster Classes in your area (800) 626-1921
4
5
We’re now
on Facebook
NORTHWEST STYLIST & SALON | OCTOBER 2010 | 19
2

Pure Aloe Vera
Buy Northwest
Buy Quality
Creative
Facial Products
Cleansers
Toners
Moisturizers
You-Mix-It-Fresh
Enzyme Masks
Fruit Masks
Garden Masks
Protein Masks
Lots of recipes to use!
#1 After Waxing Gel
Aloe Comfrey Gel
Apply after wax treatment
Client applies twice daily for
5 days - No ingrown hairs.
Set-N-Me-Free
Aloe Vera Company
19220 SE Stark
Portland, OR 97233
Buy Online!
Order Desk
800-221-9727
503-666-9661
Body Wrap in Salon
Aloe Herb Solutions
Body Wrap for:
Toxin Cleanse
4-15” Lost
Skin Toning & Firming
Stress Relief & Relaxing
Fibromyalgia
Call for Brochures
Classes & Pricing
Pretty Feet!!
Aloe Foot & Callus Rub
Cuticle Aid
Aloe Comfrey Gel
Nickel-Plated Foot File
Aloe Heat Crème
Specialty Products
Aloe Body Wash
Lavender Spa Bath
Aloe Jojoba Shampoo & Conditioner
Aloe Mist - Honey Butter
Aloe Vera Liquid - Aloe Stic
Website Spanish - Ask about Spanish classes
Video Clips at: www.set-n-me-free.com