august 009 - Stylist and Salon Newspapers

In this issue...
6
7
13
Beauty Business Buzz
Charlene Abretske offers a few
simple guidelines when choosing
products to retail. Set yourself
up for success and provide
your clients with the products
they can’t do without.
Retail Matters
Gordon Miller spotlights one
salon that did their homework,
adjusting ideas to work in the
context of their salon and making
retailing work for them.
Esthetic Endeavors
STRESS. There in lies a magic
word that we can use to recreate
ourselves and improve our
future. Judy Culp offers products
and services to de-stress, relax
and take care of a stressed-out
clientele.
Beauty Business Buzz . . . . . . . . . 6
Retail Matters . . . . . . . . . . . . . . 7
Would You Like Fries with That? . 8-9
Three Months of Marketing . . . . .10
Build Business with Cosmetics . . .11
Salon Profits with New Services . .12
Esthetic Endeavors . . . . . . . . . .13
Blue Highways . . . . . . . . . . . . .14
California Board News . . . . . . . .14
Classifieds . . . . . . . . . . . . . .15-17
The Nail Extension . . . . . . . . . . .18
Calendar . . . . . . . . . . . . . . . . .18
What’s New in the Market . . . . . .19
On the cover...
Hair cut and colour: Sassoon
Creative Team led by Mark Hayes,
International Creative Director
Make-up: Daniel Koleric
Clothes stylist: Tabitha Owen
Photography: Colin Roy
Products: Sassoon Professional
Artistry of Makeup
This one-year program of study prepares students to become
fully-trained makeup artists capable of working in all aspects of
the various makeup industries. Six courses in this program offer
students the fundamentals of each makeup discipline including
practical workshops, guest speakers, and field trips.
Accredited by the ACCSCT • Licensed by the State of California
www.ei.edu
1.323.871.8318
CA Lic. 0E63472, AZ Lic. #869200, NV Lic. #222912
* rates vary in NV & AZ
Add-On Service and Retail Revenue
From the Editor
Lisa Kind
Today, more than ever, savvy business
professionals are looking at ways to increase
revenue. Do you raise your prices, work
more hours? What if you added a new service
to your menu or expanded your retail
selection? This issue of the Stylist Newspaper
answers those questions and more.
The definition of up-sell is the practice of
suggesting higher priced products or services to a
customer who is considering a purchase. As a salon
professional, you are in a position to enhance
your client’s salon experience and up-sells are
a great way to offer them added results. On
page 8, Jenny Hogan explains how up-selling
can take very little effort to implement, yet
can substantially increase your bottom line.
Everyone in the beauty industry could
be doing up-sells – from a deep-conditioning
hair treatment, to a paraffin soak or brow
waxing. And if they do add-on services the
result can be very profitable for a salon. Esthetician
Judy Culp suggests offering services
and products that can de-stress today’s clientèle.
Turn to page 13 for more suggestions
on add-on services that estheticians can use to
generate more income.
On page 18, Vicki Peters suggests the
only real constant in the nail business is that
there will always be change. She challenges
her readers to take a look at their business,
breathe new life into it with fresh moneymaking
ideas and get clients excited again.
There are still people who feel it is a necessity
to keep their nails in tip-top shape. These are
the clients you want to attract with fresh new
ways to set you apart from the competition.
Don’t forget marketing. When you add
services to your menu make sure you let
everyone know about it. Just as you create
add-on menus in the salon and spa, you can
create an “Add-On Marketing Strategy.” On
page 10, Elizabeth Brown shares ways to discover
new clients, pool resources with other
business owners, build your business, and all
the while be increasing your profitability.
What about retail? We all know that selling
retail is a great way to generate income; but
how do you know what products to choose?
Many of us have probably purchased
products you thought would “fly off your
shelves,” but they ended up gathering
cobwebs. Charlene Abretske, page 6, offers
guidelines when choosing your products. Set
yourself up for success by providing products
that will encourage your clients to reach out
and buy them.
Turn to page 7 to read one salon’s retail
success story. Refusing to participate in the
economic downturn, Jungle Red Salon in
Ohio made a decision to focus on increasing
retail sales. With a supportive manufacturer
and a team-oriented group of stylists, read
how salon owners, Lisa and JP Travis did their
homework and motivated their team to make
retailing the main focus for increasing revenue.
Whatever route you take this year to
generate more revenue, it is important to do
your homework. Do the research! Check
out new services before including them into
your salon menu; educate yourself about new
products and the manufacturer before your
take on the line; explore your options for
retail alternatives that might make a good fit
in your salon. And make more $$$$ money!
International Congress of Esthetics and Spa Sets
Show for Sept. 12 – 14 in California
The International Congress of Esthetics and Spa will take place at the Long Beach Convention
Center from Sept. 12 through Sept. 14. The complete show will include the General
Session, the Green Summit co-hosted by the Green Spa Network, an in-depth makeup
class, the advanced salon/spa business seminars, manufacturers’ workshops, the Natural and
Organic Pavilion and, of course, the exhibitors’ floor.
Here’s some of the Conference highlights:
• The General Session includes lectures and live demonstrations presented by some of the
industry’s most innovative thinkers and speakers, sharing their knowledge and insights.
• The Green Summit presents lectures and demos on a variety of topics related to ecofriendly
business practices.
• The In-Depth Makeup Class features prominent celebrity makeup artist Elan Bongiorno.
She will explain the techniques used on some of the most famous faces in Hollywood that
you can replicate for their clients.
• The Advanced Salon/Spa Business Seminar features industry educator Louis Matassi,.
These lectures will offer insightful ideas for developing efficient business strategies and
maximizing revenue.
Attend the Long Beach conference to get all the latest information on the most recent
developments in the skin care and spa business. For more information, pre-registration and
details on the three-day skin care and spa event, visit www.LNEONLINE.com.
4 | AUGUST 2009 | CALIFORNIA STYLIST & SALON