January - Stylist and Salon Newspapers

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Beauty Industry Leaders Remain Optimistic for 2009 Industry leaders suggest ways for salons, spas, manufacturers, distributors and clients to work together and weather the storm in these tough economic times Luz Segovia, Pres., Cosmetologists Chicago: “Clients are more conservative when it comes to spending, especially during our holiday season. As for 2009, I believe clients will spend more money to treat themselves to an inexpensive luxury service instead of an expensive vacation. The ‘little’ luxury of going to the salon and spa is a great way to make them feel better, and look amazing. This is what we are focusing on with our marketing.” Penni Jones, Executive Director, Independent Cosmetic Manufacturers and Distributors Association: “Essentially, I am optimistic that we shall recover. Yes, we are seeing a downturn in attendance at trade shows worldwide, but if you look at it in a positive light, the Euro is better for Americans than it has been in years. “At Cosmoprof Asia in Hong Kong, most people I talked with noted that it is credit | JANUARY 2009 | CALIFORNIA STYLIST & SALON that needs to be loosened or things will not improve. “These are important issues that salon owners and corporations alike are facing. Close work and a good relationship with your bank and other creditors is required in times like these.” Larry Silvestri, Mario Tricoci Salons and Day Spas Chicago, Illinois: “I feel parts of the industry have panicked by discounting their brands too far. For example, I have noticed popular brands in our industry giving away free haircuts with any color service or giving 50 percent off services. I feel this is a huge mistake. This behavior lessens the credibility of the brand and the services that they perform. “The key is to not get as many guests as possible, rather to attract the right type of guest for you to build your business. “Rather than discounting, salon professionals should work with their guests who express price concerns and move them into other services that meet their beauty needs at a lower cost. “Salon owners also need to educate staff about the importance of rebooking and other business drivers rather than discounting. “Owners need to reduce payroll and other expenses while keeping it invisible to the guest. In other words, continue to paint and freshen up your salon, but control other expense items. “As salon owners are forced to run their businesses more cost effectively, they will be positioned perfectly when the economy improves.” Marcia Teixeria, Brazilian Keratin Treatment, Delray Beach, Fla.: “Even in this depressed economy, clients with special hair needs – such as too curly or frizzy hair – will want salon services that help them achieve the results they’ve always dreamed about. If your salon business is slow, this is the perfect time to investigate new services … and … to [advance your] education. “Talk about your newly learned skills with your current clients. There is no one more excited than a hair stylist who has learned something new. “Your clients want your help to keep their hair looking smooth and high-styled. Be ready to answer their needs with the appropriate services and you will have them as a client for life.” Philip Palmeri, Director, Cosmetologists Chicago, also of Trio Salon, Chicago, Illinois: “We remain positive … we see the business is there. At the same time, our retail numbers are down slightly, while service numbers are up just slightly over last year in which we saw record growth. “The economy has affected our guests – some losing their jobs, yet most remaining positive while mentioning there are certain things one cannot give up. Having their hair done is one. We are able to add services for our new clients that allow us to generate more service dollar revenue. “Education is also a key to our success. We have an ongoing program that keeps us sharp. Overall, we remain positive that the economy will get better, though it will take some time.” Cindy Trawinski, Director of Marketing, Fromm International: “Stay positive with your customers. They come to the salon to feel good, look better and get some personal pampering. Don’t drag them down with talk of the bad economy. If the conversation drifts to more gloomy topics, try sharing stories that inspire a sense of community and compassion. “Cash is king. During hard times, having cold, hard cash on hand is considered one of the best strategies for handling emergencies. Set aside a percentage of your tips in an interest-bearing savings account. Be sure to set up a separate account for this emergency fund, if you do not already have one. “[Do] ‘credit card crunches,’ they are the best exercise for fiscal responsibility. Use funds you can spare to pay down high interest credit cards first. Make minimum payments on lower interest cards until you reach a zero balance on your highest interest card. Then focus your efforts on the card with next highest interest rate. Continue this process until all cards are at zero balance. “Be frugal on luxuries and indulgences and spend against essentials – especially salon tools that will keep your clients satisfied and coming back to you. “Network, ride share and clothing swap. Find ways to save and cut costs by connecting people you know who share interests or needs so they can brainstorm on solutions or combine resources. Swaps are always fun – set up a spot in your salon where stylists and clients can swap new or barely used clothes, jewelry and accessories. Post a simple sign that reads: ‘If you take one, leave one. Unused or barely used items only.’ ” Kathy Jager, Pro’s Salon, Oak Forest, Illinois: “I think that the current state of our industry is steady. While we are not breaking records, we are not a dying industry. There may not be an abundance of growth, but we still can stay in the game with creative, inexpensive marketing and exceptional service that clients can tell their friends about. Our business is the one luxury people will continue to try to maintain as we offer much more than a beauty service.” Paul Dykstra, CEO Cosmetologists Chicago and America’s Beauty Show “There is no question that the economic downturn has affected salons both large and small, which also affects distributors and manufacturers. “We believe that education is what will make the difference between getting through these tough times and not making it.” Ken Angermeir, VP, Global Marketing and Customer Service, Pivot Point Intl., Inc. “The most important action a salon owner can take when business is slow is to provide employees, both full and part time, with education on new styles, new techniques and new tools. Owners must also make sure that every new stylist they hire has had the formal beauty education that allows them to see, think, create and adapt as a designer. “For hairstylists, the best thing to do is to seek opportunities to learn and grow. Constantly challenge yourself, sharpen your technical skills and don’t be afraid to use a mannequin to practice – even in the salon between appointments. Keeping your skills up-to-date increases your value to your clients and prepares you for future growth as a professional.”
Top New Year’s Resolutions that Will Create a Powerful Business Beauty Business Buzz Shannon Wells The word “resolution” strikes fear in the hearts of many this time of year. Whether it’s because you’ve made a million resolutions before and never accomplished any of them, or you’re fearful of the time, effort and money that go into accomplishing most resolutions, unbelievably, there is still good reason to make new resolutions for 2009. The fact is, if you never set goals, there is nothing out there for you to accomplish. And if you approach New Year’s resolutions as goals, rather than promises you’ll probably break, they can be a powerful dynamic in creating a successful year for your business. That said, here are five top New Year’s resolutions to consider implementing in your business that will help you create a powerful, unforgettable new year. Make Business Education Mandatory Many salons and spas recognize the importance of sending themselves and their staff to hair shows to learn the latest cutting and technical trends. Some businesses, however, overlook the simple fact it’s not the cuts, colors and facials they are struggling with, it’s making more money and successfully growing their business. Business education comes in all shapes and sizes. Making sure owners and staff alike are partaking in some sort of education designed to develop their business skills is mandatory in today’s economy. From books to private business consulting, make it a point to schedule and participate in the business education you need this year. Enter a Contest or Award Competition There’s nothing more motivating than healthy competition. It highlights what works in your business and is a great way to get not only recognition, but to make sure you are at peak performance. The beauty industry offers countless contests and awards to exemplary salons and spas. Find a program you could qualify for by doing some research online or using industry magazines. It’s a great, fun way to push yourself and your staff into performing at the top of your game. Clean it Up and Throw it Out Vow to hit the ground running by making sure you have a fresh, clutter-free business to start the new year. Take advantage of the typically slow month of January to get your entire team involved in freshening up the business. Make a hit list you can accomplish by January 31. Make sure to include the retail area, front desk, back break areas, office space and individual stations. Anything from a fresh coat of paint to new wall décor can really make a difference and build an environment geared towards new success. Make New Friends Many businesses are finding themselves in similar situations with the economic slow down. Now is a great opportunity to seek out and develop mutually beneficial relationships with businesses that have similar clientele and want to drive new business. Make a list of the businesses in your community that service your ideal clientele. Consider businesses that are naturally generating more business during this time of year. Fitness gyms are a great resource this time of year because January is typically their biggest client influx. Most companies welcome opportunities to enhance the value of their memberships with “free” promotions. Perhaps offer a free cut with a paid color and style service. Don’t be afraid to walk right in, meet with the manager and strike up a partnership. Devote Time to Your First Priority This last resolution may sound a bit vague, but it’s really a chance to examine what is most important in your life and to carve out special time to dedicate to it. How? First, have your team make a list of the top 10 things you and they most want to accomplish in 2009. Then, look at the first two items on the list and cross off the less important item. Repeat this step with the new top two items until just one remains. Have each person write on their calendar the time each week to devote to the task. Since everyone does this, it will create camaraderie and team spirit, as well as assuring you accomplish the task. And there you have it, a list of not so scary resolutions that you can implement in your business to create a dynamic 2009. Remember, resolution by definition is the resolve to accomplish something. No matter what’s on your list, relate to each item as a goal and guideline to keep yourself moving forward in your life and your business. Shannon Wells is a consultant for Your Beauty Network, a beauty industry ongoing business support service. YBN offers a membership based business support resource used by over 700 salon and spa owners. For more information, visit www.ybn.com, call 866-364-4926 or e-mail info@ybn.com. The Face Of The Beauty Industry Is Changing Why Not Change With It! Complimentary Education • Education Gratuita Multi-Ethnic / Cross Cultural Market • Learn to work with bi-racial hair • STOP turning them away! Main Stage • High energy, sophisticated and Entertaining WorkShops • One-on-one hands-on-education Business • The industry is changing! Empower yourself with the new rules of the game It’s Time to Bring Sexy Back! Barber and Men Styles • Razor and clipper techniques Hair Extensions / Weaves • Reinvent your clients Image Hair Color • Color techniques from trend setting artists Skin Care • Valuable education taught by industry experts Competitions • Barber Competition • Stylist Competitions • Student Competitions General admission tickets Boletos Entrade General $35 ($45.00 at show) For more information and tickets call: (909) 481-7772 | (909) 758-9333 | www.josden.com CALIFORNIA STYLIST & SALON | JANUARY 2009 |
Page 2 and 3: California Stylist & Salon Volume X
Page 4 and 5: In this issue... 7 8 12 Beauty Busi
Page 8 and 9: • disability | JANUARY 2009 | CA
Page 10 and 11: Just Get It. Keratin Complex Smooth
Page 12 and 13: Estheticians are Caught Between the
Page 14 and 15: It’s 2009 Spring Show Season Inte
Page 16 and 17: SALARY / COMMISSION SALON SURROUNDE
Page 18 and 19: Tune up Your Quality Service and Yo

January - Stylist and Salon Newspapers

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