March 2011

262.884.2600

SPECIFICATIONS

Date

Job#

Item#/Form#

Description

Color

Size

Translations

1/11/11

2011-10

00000/00000

MASTER SERIES AD

4-Color

9" X 11.75"

Requested

Placed

Being Reviewed

Approved

Notes KLN - FINAL ARTWORK

For more information, see page 69

March 2011$6.00

The Color IssueBrighten your hair color sales

Working with Family MembersIts just business

Liberty Beauty Supply

Semi-PermanentHair Color

Gentle, Oil-Rich Formula

PermanentPowder Hair Color

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Powder Hair Color100% Gray Coverage

Color Lasts Up To 2 Months

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Contains No Ammonia

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No Hydrogen Peroxide Required

Gentle To Hair -Low pH

Smooth, Rich, Natural Look

Available In 11 Rich, Deep Colors

Available In 10 Beautiful Shades

With Honey, Sun ower & Beeswax

No Ammonia, No Peroxide

Excellent Gray Coverage

Color Lasts 8 Shampoos

Ready To Use Creme Formula

Gentle And Safe For All Hair Types

Relax & Color Hair The Same Day

Great For Touch-Ups

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OTC Beauty Magazine December 2008

JINNY BEAUTY SUPPLYJINNY BEAUTY SUPPLYCHICAGO7555 N. Caldwell Ave.Niles, IL 60714T: 847.600.3030F: 847.600.3035

DALLAS2527 Willowbrook Rd.Dallas, TX 75220T: 214.261.3025F: 214.261.3026

ATLANTA3587 Oakcliff Rd.Doraville, GA 30340T: 770.734.9222F: 770.734.0556

LOS ANGELES4545 Pacific Blvd.Vernon, CA 90058T: 323.973.7007F: 323.973.7008

MIAMI16241 N.W. 48th Ave.Hialeah, FL 33014T: 786.248.3200F: 786.248.3218

December 2008 OTC Beauty Magazine

JINNY BEAUTY SUPPLYJINNY BEAUTY SUPPLYCHICAGO7555 N. Caldwell Ave.Niles, IL 60714T: 847.600.3030F: 847.600.3035

DALLAS2527 Willowbrook Rd.Dallas, TX 75220T: 214.261.3025F: 214.261.3026

ATLANTA3587 Oakcliff Rd.Doraville, GA 30340T: 770.734.9222F: 770.734.0556

LOS ANGELES4545 Pacific Blvd.Vernon, CA 90058T: 323.973.7007F: 323.973.7008

MIAMI16241 N.W. 48th Ave.Hialeah, FL 33014T: 786.248.3200F: 786.248.3218

Editorial Letter 10 The Color Issue

In Your Words 14

MarketPlace 16Color Coded

How Should You Sell It? 20Hair Color

This month OTC Beauty Magazine focuses on helping

you sell hair color.

.

Urban Call Briefs 47Celebrity Stylists: Stylists to the Stars, part I

Clipper Tips 82Sample for Sales

Therapy Trends 84Color Defined by Compatible Chemistry

94 104Jinny Corp. News 108Jinny Corp

Industry News 109 Show Calendar 118Ad Index 118Product Spotlight 120Preserve and Restore with the New Dark and

Lovely Healthy-Gloss 5 SystemNew Dark and Lovely Healthy-Gloss 5 System

Andis Company, a family held business founded in 1922, is a leading manufacturer of handheld tools to trim, cut, curl, straighten and dry hair. The companys products are purchased worldwide by barber and beauty shops, consumers, hotels, motels, resorts, small animal groomers and large animal groomers and shearers. To find a local distributor, call the company at 262-884-2600 or visit their Web site at www.andis.com.

On The Cover

In Every Issue

CONTENTSMarch 2011

Feature Article Driving Hair Color Sales Home 66by Elayne McClaineThe at-home hair color market is critical to OTC business.

.

Manufacturer Profile4 Hair Corporation 72by Alesia JacksonTwo ladies are grabbing the family business by the horns and putting the stamp of a new generation on

4 Hair Corporation. OTC Beauty Magazine speaks with Bunny Calloway Naghipour to get the details.

4HairCorporation.OTC

BunnyCallowayNaghipour.

Show CoverageWestern Buying Conference 2011 88Courtesy of the Kirschner GroupThe Western Buying Conference marked its 26th year in January. If you missed it, this is your

peek inside the event.

4 OTC Beauty Magazine March 2011

CONTENTSMarch 2011

KnowledgeTo Know Seven Hallmarks of a Great Workplace 26by Norm Spitzig

A workplace that successfully attains the following

characteristics can proudly and accurately call itself

great.

7

,

.

Tips for Healthy Hair Color 32by Whitney Lanum

These five tips will help your customers maintain healthy

color treated hair.

5

How to Permanently and Safely Color Relaxed Hair 38by Dr. Edward Tony Lloneau

All color processes are not created equal. Help your

customers understand the quirks of coloring relaxed hair.

.

.


Retailer ProfileLiberty Beauty Supply 78by Tony Bae

Business Tip How Your Store Can Change Your Community 52by Stephanie Ware

Its important to understand how essential your small business really is to the

community.

A Hair Color Section Can Bring Your OTC Plus Sales 56by Ted Fishman

Hair color products of all types are in demand. Use these steps to create a

hair color section in your store.

.

.

Working with Family Members: Its Not PersonalIts Business 60by Rhonda R. Savage, DDS

If you are in business with or thinking about working with family members,

be aware of the following issues to prevent them from becoming problems in

your business.

,,

.

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the beauty of

Instant Shine ~ SmoothingAnti-Frizz ~ Color Protecting

IInstant Shine ~ SmoothingAnti Frizz Color Protectingg

2010 ONE 'N ONLY | 10LQ117209

Agency: Con-Ad 1 Cumm

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Post Master:

Please send address changes to:OTC Beauty Magazine

Attn: Subscriptions3587 Oakcliff Rd., Doraville, GA 30340

T: 678-805-3291 F: 678-805-3292

CEO:

COO:

Editor:

Korean News Editor:

Art Director:

Advertising & SalesCoordinator:

Contributing Writers:

Columnists:

Ann Jhin

Larry Pata

Alesia [email protected]

[email protected]

[email protected]

Tony [email protected] [email protected]

Nicole [email protected]

[email protected]

[email protected]

Ted FishmanWhitney LanumDr. Edward Tony LloneauElayne McClaineRhonda R. Savage, DDSNorm SpitzigStephanie Ware

Lafayette JonesElayne McClaineIvan Zoot

8 8 OTC Beauty Magazine March 2011

To subscribe, call us at 678-805-3291 or visit www.otcbeautymagazine.com.

Subscriptions are no charge for businesses (including retailers, manufacturers, and distributors)

in the U.S. of the beauty and barber supply industry.

For all other subscribers, yearly subscriptions (12 issues) are $48.00.

Please send a check payable to OTC Beauty Magazine to:

OTC Beauty Magazine; attn: subscriptions; 3587 Oakcliff Rd.; Doraville, GA 30340.

Cover price is $6.00.

OTC Beauty Magazine is a trade magazine for the multicultural beauty supply industry offering retail store owners, manufactures,

distributors, and industry professionals a unique perspective on new and evolving products, useful business tips, effective

selling tools to boost revenue and customer traffic, and valuable product knowledge by combining insight and intelligence with

depth and style. This is the only bilingual publication in the industry offering both Korean and English translations.

OTC Beauty Magazine is published monthly by Jinny Corp. Postage paid at Auburn, AL and at additional mailing offices.

Reproduction in whole or in part of any text, photographs, or illustrations without written permission from a staff

member is strictly prohibited.

Get the free mobile app athttp:/ /gettag.mobi

OTC Beauty Magazine March 2011 10

Editorial Letter

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Alesia [email protected]

With the ridiculous amount of snow that has blanketed much of the country in the last month, its hard to believe that spring is coming, but it is. In fact, its only a few short weeks away. For many women, the arrival of spring comes packaged with a desire for changeits a seasonal combo pack of sorts. This is the perfect time to promote haircolor products and spruce up your store by creating a special haircolor display. The display doesnt have to require the use of an entire aisle or if you dont have space for something extravagant. It can be as simple as setting up a beautiful table at the front of your store to draw attention to your color section. Check out the article starting on page 56 in this issue to find out how to get started. When it comes to promoting haircolor in your store, dont feel limited by the boxes and bottles of color on your shelf. Its important to remind customers about the other options that are available for enhancing or changing color such as temporary spray-on color, brush-on temporary color (think of the products in your inventory that look like mascara for hair), colored hair extensions and even wigs. Thats rightwigs. For the customer that is apprehensive about committing to a color or concerned about whether her hair is strong enough to handle color, recommend that she try wearing a wig that mimics the color she is curious about. This way, she can see how the color might work for her without being forced to accept a trial-and-error commitment. Successfully selling color is a great way to build customer loyalty one root and highlight touch-up at a time.

The IssueColor

March 2011 OTC Beauty Magazine 11

2011 Helen of Troy. All rights reserved. (PR2930)

BLOW THE COMPETITION AWAYwith the

Salon Turbo Ionic Dryer

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In your words

We want to hear from you! Let us know what issues are important to you, let us know what challenges you are facing with your customers or what issues youre facing in your day-to-day business operations. OTC Beauty Magazine exists to meet your needs, so its important that you let us know what those growing needs are. To share your feedback, call us at 678-805-3291, send an e-mail to [email protected] or visit our Web site at www.otcbeautymagazine.com you might see your suggestion in print. We look forward to hearing from you!

! , , . OTC , . 678-805-3291, [email protected], www.otcbeautymagazine.com . . !

February How SHould you Sell It? FeedbackOur February topic regarding the best way to sell chemical and natural products received so much great feedback we couldnt fit it all in one issue. Weve printed more responses below that can help you maximize these products in your store.

2 , . .

Today, customers are educating themselves with the Internet when it comes to researching ingredients and finding what best suits their hair texture. The best way a store can market products for individuals looking for a chemical treatment and those who are going natural is to offer a variety of products. There are several companies targeting specific hair textures and styles. Since one thing doesnt work for everybody, offering samples and a variety helps the consumer find which [product] is best for them.

, . , . . , .

Kim EtheredgeMixed Chicks

OTCs can take advantage of being able to segment merchandise strong-selling maintenance and styling products by brand and category. Generally, most stores have enough merchandise to do this. Certain [products] can be used on natural and relaxed hair, but theyre merchandised among all other types of products. A consumer with natural hair that is specifically looking for those products winds up frustrated, having to read label after label looking for an item. If retailers create a section just for natural hair products, consumers can easily identify therapies that work best for their hair type and texture. Merchandising [dual use] products in two different areasby brand and also in a natural hair sectiongives the product double exposure. This gives both the relaxed and natural hair consumer a convenient way to find the product. By creating a natural hair section, products can be further segmented and merchandised at the shelf to accommodate the variety of styles and textures that exist within the natural category. These styles include twists, locks, afros, blow outs, heat-styles, etc. It is important for manufacturers to provide product knowledge to OTCs so that they know which products offer benefits for both natural and relaxed hair. . , . , . , , . , , . , . . , . twists, locks, afros, blow outs, heat-styles . .

Dwan WhiteHouse of Cheatham

OTC Beauty Magazine December 2008 16 OTC Beauty Magazine March 2011

M A R K E T PLACE

continued to p18

Fromm Paws for a CauseThe limited time only Fromm Paws Shear & Thinner supports animal rescue with every purchase, plus stylists receive a free Paws razor, holster and three professional combs. Proceeds from this purchase will benefit Animal Rescue efforts in over 150 countries throughout the world. These efforts include caring for farm animals in the aftermath of natural disasters and supporting awareness campaigns to end unnecessary acts of animal cruelty.The #FZ11 Paws shear and 30-tooth thinner are extra sharp with convex blades and ergonomic with a lightweight crane handle. With every purchase stylists receive a free Paws razor with a swivel finger ring and articulated joint; holster case with a removable, adjustable strap; Professional Utility, Dressing and Pin Tail Combs. For more information, visit www.frommonline.com or call 800-323-4252.

JBS Hair Neon Splash ExtensionsMade with 100% human weaving hair, these extensions from JBS Hair are available in 8 and 10 lengths. The extensions are available in eight fun and funky colors for your most adventurous and daring customers. Available colors include red, pink, purple, blue, yellow and more! For more information, visit www.jbshair.com or call 877-205-8095.

Bigens Semi-Permanent Hair ColorThis oil-rich semi-permanent haircolor contains no ammonia or peroxide. It revitalizes color and covers gray. Its easy to use and best to use for all hair types. Bigen color provides moisture during the coloring press instead of stripping nutrients from the hair. Moisturize hair with properties of beeswax, honey and sunflower. For more information, call your Bigen distributor or visit www.bigen-usa.com.

Everything your customers need for the perfect hair colorfrom a great cut to specialty shampoos and of course, color.

Color Coded

Miss ClairolReinvented!Miss Clairol is reinvented! The new Clairol Professional liquicolor permanente offers the same

shade results and 100 percent gray coverage your customers have come to expect from Miss

Clairol. Now the formula contains SOY4PLEX for up to 84 percent more deep conditioning

than the leading professional cream. SOY4PLEX leaves hair deeply conditioned with up to 61

percent more reflective shine, multidimensional color and long-lasting results. For more product

information, call your Miss Clairol distributor or visit www.clairolprofessional.com.

HairFeatherFor those who are unfamiliar with the latest 2011 trend

for hair, HairFeathers are one-of-a-kind hair accessories.

These authentic rooster feathers are not only colorful,

bright, and fun but they are versatile. They blend into

any hair color and texture. The color selection is endless,

with over 70 color combinations and custom feather

combinations available upon request. If youre looking to

build a fun highlight or lowlight subtly, the natural feathers

are perfect. Or if you looking to make an electric, traffic

stopping statement, our colorful combinations are right

up your alley. Each hair bundle consists of six feathers and

last for up to four months. You can wash, curl, blow-dry

and even straighten them. Wholesale pricing is available.

For more information, visit www.hairfeather.com or call

561-900-7222.

Bioken Enfanti Tea Tree ProductsEnfanti Tea Tree Shampoo refreshes the scalp while helping to prevent

hair loss. The Tea Tree Conditioner restores dry, brittle and tires hair.

Both are fortified with tea tree extracts and are safe for color-treated

hair. The shampoo and conditioner are safe for all hair types. For more

information, visit www.thebioken.com.

March 2011 OTC Beauty Magazine 16a

continued to p16h

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OTC Beauty Magazine December 2008

continued from p16aM A R K E T PLACE

16h OTC Beauty Magazine March 2011

Taliah Waajid Curls, Waves and NaturalsTaliah Waajid introduces the Curl Seal and Clean-n-Curly Hydrating

Shampoo as part of the companys new Curls, Waves and Naturals

line. The Curl Sealer is a light alcohol-free conditioning gel that

defines, shapes and seals in any size or texture of curl. It stops frizz,

adds shine and does not promote product build up. The Clean-

N-Curly Hydrating Shampoo is a silkening conditioning shampoo

formulated for curly hair. It cleans, moisturizes and hydrates hair,

controls frizz, enhances curls, softens hair, stops tangles. For more

information, visit www.naturalhair.org.

VIA Natural Semi-Permanent Hair Color Via Natural Hair Color is loaded with hair nutrients and built-in C&H UV

proteins for color protection against sunlight and environmental pollutants.

Hair-color lasts longer and hair is stronger. Hair is in better condition after

using Via Natural Hair Color which is so gentle, it can be used immediately

after a relaxer. The professional conditioning formula rejuvenates as it colors,

leaving the hair silky with shiny, vibrant and long lasting color. For more

information, visit www.universalbeauty.com.

Unlock whats NaturalKeystone Laboratories introduces their NEW Better Locks Lock & Twist System. The Better

Locks Revitalizing Herbal Cleanser is the ultimate cleanser combined with an herbal blend

of tea tree oil and rosemary, deeply cleanses the hair and scalp from root to end. The Better

Locks Strengthening and Herbal Leave-In Conditioner is combined with natural conditioners

and an herbal blend of tea tree oil, rosemary and chamomile and helps strengthen and rebuild

damaged hair. For more information, visit www.keystone-labs.com or call 800-772-8860.

December 2008 OTC Beauty Magazine

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How should you sell it?


This months selling focus is...

Please share three tips that beauty supply owners can share with their customers for achieving the right haircolor at home.Tip #1: To best match your skin tone, hold a hair swatch next to your skin. This will give you an idea of how your skin will look next to different shades before committing to hair color.Tip #2: Use the display located on the haircolor kit to

view the expected color results based on your current hair color. Most kits, including Creme of Nature hair color kits, show an image of your natural hair and the expected results based on your starting shade.Tip#3: Complete a preliminary strand test on a small section of hair prior to coloring your entire head. This will give a true picture of how the color will process on your hair.

A customer purchased haircolor that did not give them the results they were expecting and they return to the store to share their frustration with the owner. What do you think is the best

way for a storeowner to handle this situation?The store owner should encourage the customer to call the customer service line for the haircolor manufacturer so that they can receive advice to achieve the desired color. In addition, most manufacturer Web sites give tips for achieving the best haircolor results online, which is a

great resource for consumers.

When it comes to coloring natural hair, what is the most important thing for consumers to know?Everyone loves coloring their hair, but hates how dry and brittle the hair can become after coloring due to a lack of moisture. In between color services it is very important to use a moisturizing shampoo like the Creme of Nature Kiwi & Citrus

Ultra Moisturizing Shampoo and deep conditioning treatment to keep the hair nourished, soft and conditioned. Not only will the hair be easy to manage, but healthy hair really allows the haircolor to radiate.

What five things should customers be mindful of when selecting haircolor?Selecting haircolor can be a challenging process, however here are few tips to make it easier. Always consider your skin tone, natural hair color, wardrobe, personality and

career before making your color transformation. When it comes to coloring hair that has previously been treated with chemicals, what is the most important thing for consumers to know?Preventing breakage with double processed hair is very important. The most important tip to remember is to relax the hair first and wait at least two weeks before applying permanent haircolor to the hair. Following up with a strengthening treatment can keep the hair healthy and prevent damage.

haircolor

If you have input that youd like to share regarding this months question, send an e-mail to [email protected]. Your response could be featured in the April issue!

Incorporating color into a hairstyle is just one of the ways consumers opt to change their look. Color options are abound from demi- to semi-permanent color, permanent color and more. OTC Beauty Magazine spoke with Teneya Gholston, Creme of Nature marketing manager, for answers to our haircolor questions. Gholston discusses how to sell hair color and also divulges a few points that you should communicate to consumers who purchase color for at-home use.

Teneya Gholston, marketing managerCreme of Nature, Colomer USAwww.cremeofnature.com

23March 2011 OTC Beauty Magazine

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2010 Strength Of Nature Global, LLC Savannah, GA 31405 MADE IN USA Europe: London NW73SA MGOTC-32011

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March 2011 OTC Beauty Magazine 37 25

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March 2011 OTC Beauty Magazine 37 25

by Norm Spitzig

K-t-KKnowledge to Know


Seven Hallmarks

of a Great Workplace 7

What exactly makes a workplace great? What are the specific characteristics common to those very special workplaces that are universally recognized as the indisputable signs of a superior operation? If there is a more basic (or fascinating) question for a workplace and the people who inhabit it, it hasnt been found. A workplace that successfully attains the following characteristicswhatever size it might be or industry it may be incan proudly and accurately call itself great.

1. A cleAr mission And purpose for beingThe very best workplaces in the world knowreally knowwho they are and what their core purpose is. They have a straightforward, concise mission statement (i.e., who they are) that is readily understandable and enthusiastically embraced by each and every employee. Such great workplaces have carefully identified those factors critical to their long-term success (i.e., those services and/or facilities they must do, and continue to do, exceptionally well) as well as their specific vision for the future (what our store will likely be in five to ten years). Great workplaces develop detailed action plans and accompanying areas of responsibility to insure that their vision for the future is more than some pie-in-the-sky dream; it is concrete, actionable, measurable and (with perseverance on everyones part) achievable.

2. forwArd thinking, creAtive senior mAnAgement And A cAring, well-trAined stAffNo workplace can remain superior over any meaningful period of time without quality leadership at the top as well as a caring, well-trained support staff. At great workplaces, everyone is fully committed to doing whatever it takes to insure the companys ongoing success year-in and year-out. Equally as important, great workplaces attract people from myriad backgrounds and with talents that complement and enhance each other to the benefit of all employees as well as the customer base. At a great workplace, individuality is valued and cherished, but teamwork remains first and foremost.

3. meAningful workA great workplace allowsbetter yet, encouragesits employees to do what they deem meaningful. Of course, the term meaningful denotes different things to different people. What is meaningful work for a CEO of a multi-billion dollar company may, but not necessarily, differ significantly from that of a solo entrepreneur store owner. Both canor cannotbe genuinely viewed as meaningful work, depending on the perspectives of the individuals involved. For most people, work is meaningful when it is sufficiently autonomous, appropriately complex, and has a perceived direct relationship between the effort invested (i.e., time on the job) and the accompanying return (i.e., compensation). Great workplaces offer their team members the opportunity for each and every employee, irrespective of their education, talents, and experiences, to consistently do what they themselves perceive as genuinely meaningful.

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K-t-K4. reAsonAble, understAndAble, And uniformly enforced work rulesGreat workplaces have rules and policies that are reasonable, understandable, and, perhaps most importantly, fairly and uniformly enforced. For instance, if smoking is prohibited in the work environment, that means plainly and simply, no one smokes: not the owner, not the manager, not the new associate. The rules and policies at great workplaces are neither capricious nor arbitrary. They are not written in language so complex that nobody but a senior tax attorney can comprehend. Ideally, they are not written to prevent employees from doing something, but rather to set appropriate standards whereby all employees are assured the opportunity to maximize their potential. In short, great workplaces embrace rules and policies that reflect the core values of the workplace as well as the expectations of the employees and customers in a fair and logical manner.

5. An AppropriAte blending of trAdition And innovAtion. While great workplaces are environments where employees devote a significant amount of time to improving current products and services as well as creating new ones, they are also places where tradition and continuity are highly valued. Longstanding products are not whimsically eliminated to the detriment of loyal customers; rather, they are continually improved as circumstances dictate to the benefit of all concerned. At great workplaces, all are aware and proud of their companys origins and heritage, its growth and evolution, its positive reputation in the community, its quality products and services, its mission for the present, and its vision for the future.

6. open communicAtion Among All vested pArtiesGreat workplaces have regular, honest communication between everyone involved with, and interested in, the long-term success of the company. Staff and customers are always kept informed of, and are encouraged to appropriately participate in, the company mission, vision, policies, and procedures as well as any significant changes under consideration. In other words, they are given adequate opportunity to convey their ideas and suggestions to store leadership. Managers at great workplaces are unwavering in their commitment to management by walking around, because they know that this time-tested practice promotes open communication and minimizes potential problems. Great workplaces typically regularly and effectively communicate the various opportunities available to staff and customers in an accurate and timely manner.

7. fiscAl responsibilityLast, but certainly not least, great workplaces are fiscally prudent in the manner they operate. They have detailed, multiyear business plans that feature accurate income and expense projections, conservative cash flow estimates, sufficient funding for research, development, infrastructure maintenance, renovation and expansion, and realistic cash flow projections. In addition, great businesses rigorously monitor and adjust their financial plans on a regular basis and as circumstances dictate. The know exactly how much money will be required to provide the quality products their customers want and expect as well the specific costs associated with them. The long-term financial well-being of the workplace remains a high priority in the minds of all concerned. A great workplace, in summary, employs happy, productive and talented people who perform meaningful work compatible with the mission, vision, and financial goals of the company. It takes constant effort and vigilance to be a truly great workplace, but the end result is well worth it.

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Norm Spitzig, Principal at Master Club Advisors, is internationally recognized as an eloquent, visionary speaker and club industry expert. His talks have been well received on six continents by numerous professional associations, individual businesses, club leaders, and civic groups. His groundbreaking book, Perspectives on Club Management, continues to inspire and challenge business leaders worldwide, and his newer books, Private Clubs in America and around the World and Murder and Mayhem at Old Bunbury, offer insightful and humorous looks into the private club world. Both available at www.CliveEndiveOgiveIV.com. For more information, please contact Norm at [email protected], 1-352-735-5693, or visit www.MasterClubAdvisors.com.

by Whitney Lanum



Tipsfor HealthyHaircolor

Summer is quickly approaching and many are trying to reinvent themselves, whether it be with sun kissed highlights or colorful locks. As celebrities are seen frolicking on the beaches of Barbados or basking in the sun on yachts in San Tropez consumers are inspired by their trendsetting looks. So as we gladly say goodbye to cold winds and hello to warmer weather its the perfect time for a new do. As master stylist Ursula Stephens is responsible for crafting Rihannas trendsetting hair styles that inspire millions of women to change their haircolor from jet black to fire engine redmakes you wonder what fashion trendsetters have predicted to be this seasons it color. But no matter what haircolor consumers are wearing, Bigens Technical Advisor and International Educator, Regenia Marble, offers five tips that will help maintain healthy color treated hair.

Begin Slowly Natural haircolor often times lacks the vibrancy of a rich shade that consumers so desperately try and achieve. So when it comes to choosing the perfect haircolor, consumers should select a dye that is two shades darker or lighter than their original haircolor. When going for a more dramatic effect, they should pick a shade that complements their skin complexion and eye color as these two factors play an important role in the overall outcome. With a fresh new haircolor that is sure to turn heads, consumers should make sure to pick a color that fits their personality as they sport their new look with confidence.

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Imperial DAX Co., Inc | PO Box 10002 | Fairfield, NJ | 1.866.DAX.WAXSImperial DAX Co., Inc | PO Box 10002 | Fairfield, NJ | 1.866.DAX.WAXS

1. Apply desired amount of DAXRemoving Shampoo to DRY hair.

2. Work from root to tip & massage vigorously through-out hair.

3. Add a small amount of water toactivate foam. Lather and repeat Step 2 .

4. Rinse thoroughly and repeat if necessary. Follow with DAX Restoring Conditioner.


K-t-K

It Starts at the Scalp The key to healthy haircolor starts at the root with a healthy scalp. Consumers can minimize clogged pores by regularly shampooing hair with warm water. More specifically, they should look for shampoos that are specifically for color treated hair. These shampoos often times have pH adjusters that maximize the color effect, replenish nutrients and prevent color fading. Adding a daily supplement of vitamins will also help give hair the added strength it needs to endure all the fashion forward color jobs that have the tendency to damage the hair.

Generously Apply Conditioner With so many products to choose from consumers should once again choose a product that is specific to their needs. With color treated hair they should purchase a conditioner that helps to moisturize the hair. As the color process, while it is fashion forward, it tends to strip the hair of essential nutrients. Similar to that of the shampoo, these conditioners will often times have pH adjusters that help maintain vibrant color while keeping the hair shiny and healthy looking.

Eliminate Split Ends After any color treatment it is important that consumers maintain their gorgeous new locks, as they have just made a long-term commitment to sustaining healthy color treated hair. As the chemical process creates more split ends, it is very important to get a regular trim to rid the hair of potential breakage. In order to sport a healthy mane, regular hair check-ups are a must, as lightening the hair often causes more damage than darker colors that hide existing breakage.

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No Ammonia When selecting the right haircolor look for formulas that are ammonia and hydrogen peroxide free, like Bigens Permanent and Semi-Permanent haircolors. These ingredients have a tendency to dry out hair leading to breakage and split ends. Hair care products with natural ingredients are always a plus! Natural extracts such as honey and beeswax provide the hair with a rich oil based formula that locks in color, moisture and leaves hair feeling silky and shiny looking. With so many products to choose from, whats a consumer to do? Deciphering between all the beautiful products on the shelf can be a daunting task when choosing the perfect haircolor that fits the consumers personal needs. Whether applying haircolor for a bold new look or to cover gray hairs, your customers should keep these hair tips in mind when achieving healthy color-treated hair.

Bigens

Permanent Semi-Permanent

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OTC full pg 12-9-10_OTC full pg 12-9-10 12/9/10 5:10 PM Page 1

by Dr. Edward Tony Lloneau



How to Permanently and Safely

Color Relaxed Hair

Generally, relaxed hair that has also been colored appears to be dry and lifeless. This is due to the fact that relaxed hair should not be colored in the same manner as virgin hair, which is hair that has not been previously relaxedbut it usually is. If your customer wants a permanent color on their relaxed hair, you should advise that they first obtain a relaxer and proceed with color afterward. They should not complete both processes on the same day. If the process is completed in the reverse order, the relaxer will lift most of the color. Permanent color formulas consist of two elements blended together to form the finished application. These two elements are the color and the peroxide or developer, usually mixed half-and-half. This 50/50 formula is fine for virgin hair. However, if this same mixture is used on relaxed hair, the hair will become over-processed. Let your customers know that it is a good idea to get a liquid protein treatment a few days prior to receiving color in order to repair much of the cuticle deterioration and porosity caused by relaxer treatments. Advise customers that they should never use any form of bleach on relaxed hair because it will deteriorate hair that has already been weakened from the relaxer. If your customer wants to apply a lighter color on dark hair, they should try using color that is two or three shades lighter than their desired result.

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K-t-K

The following information might be useful to your customers in regards to haircoloring. Use this information to answer their questions and learn pertinent information that will help you sound knowledgeable as well.

Can Haircolor Help Hair Grow?The reason people believe that perms, relaxers, and haircolors help grow the hair is because with such services, there is a defined line of demarcation when new hair growth appears. They can now actually see the new natural growth pattern as distinguished from the treated hair. However, if they measure the length of the hair, they will discover that it is the same length or shorter than before. Chemical services such as those mentioned above have the potential to actually weaken hair, not make it stronger, so hair growth is not one of the advantages of these services. If these services aided in promoting or stimulating hair growth, then manufacturers would proudly say so in their advertising and on their packaging.

Why Does Gray Hair Occasionally Turn Yellow or Green? Gray hair may become yellow because the hair absorbs the color that manufacturers add to their shampoos, conditioners and other hair care products. When gray hair turns green, it is the result of trying to neutralize the yellow with a blue rinse. Remember, yellow and blue make green. To correct this, you should recommend that your customer purchase a pH balanced or neutralizing shampoo. Next, sell them a purple or lavender color. Instruct them to add the color to the shampoo until it turns a deep color. Customers should then shampoo twice, rinse, dry and style. This should correct the yellow or green without depositing the color used in the shampoo.

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Why Does Virgin Textured Hair Require More Time to Process Permanent Color? A permanent haircolor service is performed somewhat differently on highly textured hair than it is on other hair types. This is because highly textured hair has twice as many overlapping cuticles than most straight hair. When natural hair draws up into a tight curl or kink, the cuticle layers back up into the cuticle, resulting in overlap. When permanent color is applied to natural, highly textured hair, the color takes longer to penetrate. Typically, box instructions state that color should be processed for about 45 minutes. However, on virgin hair, it may be necessary for a customer to process their color for one hour due to the fact that is has to penetrate twice as many cuticle layers. There are many product options available for customers to try at-home haircoloring. However, when it comes to corrective color, treating hair damaged by color, or even permanent colorit might be best to recommend that they seek the services of a professional.

Dr. Edward Tony Lloneau received his doctoral from the National Beauty Culturist League (N.B.C.L.), and sanctioned through Howard University in Washington,

D.C. in 1985. Lloneau attended the institute as both a student and instructor. His specialized field of study is Tricology as it relates to ethnic cosmetology. He

has written several books on this subject, and has authored many articles in trade magazine drawing attention to some of the pitfalls and professional related

problems that ethnic cosmetologist and students encounter on a daily basis. Contact Dr. Lloneau at [email protected] or call 310-323-7100.

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Urban Call Briefsby Lafayette Jones

Each month, Urban Call Briefs covers subjects that provide readers of OTC Beauty Magazine with information on multicultural consumers, Hispanics, and African Americans, who are the fastest growing consumer segments in the U.S. The mission of this column is to build a bridge of communications and information between manufacturers and retailers and the ethnic consumers they wish to serve better. The column offers resources covering marketing, retail merchandising, consumer research, purchase behavior, fashion and beauty trends, industry events and people, trade association news, new product launches and a potpourri of information designed to help the readers make intelligent decisions about the customers they serve. Urban Call is a registered trademark of Segmented Marketing Services, Inc. (SMSi).For more information, call 336-759-7477 or visit www.segmentedmarketing.com

The preceeding article is the property of SMSi Urban Call Marketing, Inc. and may not be reproduced without written permission from the author.

Lafayette Jones

Everyone wants to look and feel good. But for multicultural celebrities and entertainers it is even more important. They may be on magazine covers, cable or network TV, in movies, or stage shows, at concerts or special events. With todays high definition television, any flaws will be magnified. Its not just stylists and barbers who are needed. Makeup artists and dermatologists are key to skin and scalp care. Some hair stylists like Barry Fletcher and John Atchison, attend to a raft of A-list celebrities including Halle Berry, Prince, Sheryl Lee Ralph and Phylicia Rashad. These star stylists often play another rolethat of educator. The Proud Lady Beauty Show held in the Sheraton Chicago Hotel and Towers hosted five professionals who talked about their styling techniques. Marcus Davis of Calumet City, Ill., has worked on Tyler Perry films and TV sitcoms; Kevin Kirk of Birmingham, Ala. was featured in the Chris Rock film Good Hair. Three of the Proud Lady educators are from Atlanta. Tajuana Hughes has worked with the recording artists Nappy Roots. Barber Craig Damon has Tyler Perry as a client and has worked on TV sitcoms. Tobby Leverette has gospel singers including The Clark Sisters and Dottie Peoples on his client list. Another Atlanta stylist, Dwight Eubanks, has a whole cast of celebrity clients: The Real Housewives of Atlanta. Eubanks salon, The Purple Door, was also a stop for the General Mills Feeding Dreams managers tour. One more stylist to add to the Atlanta constellation is Toni Love who wrote the book, The World of Wigs, Weaves, and Extensions. Following are some of these stylists along with a star they serve.

S t y l i s t s t o t h e S t a r sp a r t I

CelebrityStyliStS

Urban Call Briefs


CraIg Damon

Location: Atlanta Credits: Craig is a celebrity barber stylist with 18 years experience in the entertainment industry working in television, film and video production.Celebrity clientele: Actor, director and playwright Tyler Perry; actor, comedian Bill Bellamy; singers NeYo and Eddie Levert; official barber of the Meet the Browns and House of Payne television sitcomsWeb site: www.Craigdamonthebarber.com

Location: Calumet City, Ind.Credits: With 15 years as a barber, Marcus owns an upscale barbershop and is well-known around the country as one of the nations leading barbers.Celebrity clientele: Actors in the movies Barbershop 1, Barbershop 2, Transformers 3 and Roll BounceWeb site: search You Tube for Marcus Davis

Location: AtlantaCredits: Tajuana is a leading hair stylist in the entertainment and beauty industry. Her shop, Stars Weaving and Replacement, specializes in extensions, wig applications, lash extensions and weaves.Celebrity clientele: Recording artists including the hip-hop group Nappy Roots and MTVs Sweet 16.Web site: www.starsweavingandreplacement.com

marCuS DavIS

Tajuana HugHeS

Tyler Perry

Cuba gooDIng, jr.

naPPy rooTS

March 2011 OTC Beauty Magazine 48a

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Location: Birmingham, Ala.Credits: Kirk has been a stylist for 20 years. He was featured in Chris Rocks film, Good Hair and has appeared in two reality television shows including Style Networks Ambush Makeover and BETs Tears, Shears and Beauty.Celebrity clientele: O Magazine editor, Gayle King Web site: www.kevinkirkdesign.com

Location: AtlantaCredits: He has been the successful salon owner of Tobby The King Magaplex Salon in Atlanta for over 20 years. Celebrity clientele: Gospel singers: The Clark Sisters, Dottie Peoples, Vanessa Bell Armstrong and Tremaine Hawkins; Mary Tucker, mother of actor comedian Chris TuckerWeb site: Search Tobby Leverette on www.LinkedIn.com

Tobby levereTTe

gayle KIng

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Location: Atlanta and Paris Credits: Founded his first Purple Door Salon in Atlanta in 1990 and his second in 2003. In Paris he established the Institute de Beaute to train salon owners and staff. He has been a guest stylist in New York, Miami, Los Angeles, Paris and Dubai. He does interior design and has a fashion line, called The Eubanks Collection.Celebrity clientele: Cast of Bravos Real Housewives of Atlanta reality TV showWeb Site: www.purpledoorsalon.com

Location: New York CityCredits: Santa is owner of Salon Santa Cruz in Manhattan and is a curly hair expert. A native New Yorker of Puerto Rican descent, she grew up dealing with a range of hair textures. Her talent was first spotted at Glemby International. She served as a Revlon educator and studied with Sassoon, Wella and other innovators in the industry. She earned her certification as a hair colorist with Perma, the Paris-based company that specializes in hair color technology and hair education.Celebrity clientele: Actress and activist Rosie PerezWeb site: www.salonsantacruz.com

DwIgHT eubanKS

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continued from p48aUrban Call Briefs


Location: New York, Los AngelesCredits: John Atchison is a leading international hairstylist and educator. He developed the John Atchison Method of precision haircutting. His training center has graduated hundreds of stylists in Europe, Canada, the Caribbean, and the U.S. His John Atchison Prescription Haircare System, with palma christi oil, is sold exclusively in select hair salons. Celebrity clientele: Singers Nancy Wilson, Dionne Warwick, Sheryl Lee Ralph, Leslie Uggams; actors Cecily Tyson, Danny Glover, Bill Cosby and his wife Camille, Lisa Bonet, Phylicia Rashad, Robin Givens; boxer Muhammad Ali, Radio One executive Cathy HughesWeb Site: www.johnatchison.com

Location: Mitchelville, Md. (Prince Georges County)Credits: Barry speaks at womens conferences, universities, book stores and libraries. His seminars cover hair breakage, excessive dryness, inadequate hair growth and balding. He wrote the book, Why are Black Women Losing Their Hair? Image consulting, educational training, personal instruction on hair preparation for beauty magazines and Barry Fletcher Products are all on his resume.Celebrity clientele: Actors Academy Award winner Halle Berry and Eddie Murphy; poet and author Maya Angelou; singers Chaka Khan, Toni Braxton, Tina Turner and Prince, boxer Sugar Ray LeonardWeb site: www.barryfletcherproducts.com

Location: Atlanta Credits: Toni is an author, educator, and platform stylist, who hosts continuing education classes on a monthly basis on her Web site. Her monthly blog is Lets Talk Hair with Toni Love @blogspot.com. Her book is The World of Wigs, Weaves, and Extensions. She has presented at the International Beauty Show in New York, the Proud Lady Beauty Show, The ICE Show in Los Angeles and numerous Bronner Brothers conventions. She owns Toni Loves Training Center in Atlanta.Clientele: Veronique Green, the wife of LA Lakers A.C. Green, Houston Rockets Cheerleaders, Orlando Magic Dance TroopWebsite: www.ToniLove.com

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Business Tipsby Stephanie Ware

How Your Store Can Change Your CommunitYFrom the time I was a little girl, I can remember being part of the beauty industry. My mother is a beauty salon owner and a pretty savvy businesswoman. She left the industry for a while, but in 2006 decided it was time to get back and open a new salon. The first thing she did was come up with a strategy, and she looked at whom she was servicing. She studied her surroundings and watched who was coming in and out of her salon: the members of our community. She always told me, I am at the mercy of my neighborhood. There is a lot of money to be made in the beauty industry but first you have to advertise to get your store name in the mix. The saving grace for most stores are their customers, they are walking and talking billboards. The question is what do you do when you want to take it to the next level? In comes Independent We Stand, a national movement that focuses on helping small businesses such as beauty supply stores get their name out in the community. Independent We Stand shines a spotlight on the advantages of buying locally and why shopping at local stores and using local services actually helps your community, economy, and environment prosper. Independent We Stand is one of many groups that support the shop independent movement, but they have gained ground quickly: more than 19,500 small business owners and consumers have joined since November. Their goal is to help small businesses gain more attention and business from their communities, which will in turn help to create jobs, cause the community to reinforce their local ties, and make their neighborhoods better places to live through economic reinvestment. Buy Local is the concept of using your local resources and buying your goods and services from locally owned and operated businesses. When small businesses begin to buy

, . . , 2006 , , , . . , . , . ? , Independent We Stand . Independent We Stand , , . Independent We Stand . 11 19,500 . , , , . , . , .


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local, they are investing in each others business. If a beauty supply store finds a local product distributor that they like, then they are keeping revenue in the place that is most importanthome. Customers need to know that when they invest time and money in a local company, that the company will reinvest in its community. It is a never-ending cycle that benefits the neighborhood and everyone in it. According to studies available at www.IndependentWeStand.org, small businesses are more likely to donate to charities and invest time in their neighborhood. When you close your store for the night, those very people you serviced as customers now become your neighbors. The small business owner understands that how they run their business will not only affect their livelihood, but also their community. Their children play in the same parks, their families go to the same gas stations and local restaurants. They not only want to see the area grow, they are more likely to give to the little league teams fundraiser or contribute to the school system. Local businesses add a certain flair to a community, and your store could be the reason that people from all reaches come back over and over again, and it can be the reason why people choose to stay.

, . , . . www.independentWeStand.org , . , . . , . , . , , .

According to the National Federation of Independent Business, 2010 ended a better year than it began for business owners. Most small businesses were running at bare minimum, using just what they needed to get the job done. It is in these times when the community starts to notice its gemssmall businesses of course. Customers do not have to travel as far to get their necessities, they do not have to deal with big business mark-ups and they see a friendly face every time they enter the store. Small businesses employ a little over half of the U.S. work force. Most local businesses hire people that they know and have some social responsibility to their community. Local businesses also account for 75 percent of all new jobs. Most local businesses are found in established business areas. This basically means that small business owners do not have to deal with as much infrastructure, which in turns leads to less maintenance for the community. Citizens have become more environmentally conscientious. They are traveling less and only making necessary trips. They are carpooling, spending less and eating in more. When they do have a little extra to spend, they want to spend in a place they trust. They want to know that the money they are spending is well spent and appreciated. Small businesses treat each customer as well as they treat themselves, they have to if they want to succeed in a time where people are slow to spend. Independent We Stand urges small business owners to take matters into their own hands. Take pride in the fact that your business is the reason why your community thrives. Go out into the community, get involved in the events, take time to get to know the in and outs of your surroundings. Hire local students, create internships and pass on your skills so that your business will remain relevant in your community. When you look at your plan, include marketing strategies that will make your community a necessity in your success. In turn, your business will continue to flourish, and the cycle will continue on.


Business Tips

Sources:http://www.independentwestand.org/learn-more/about/faqs/

Small Business Economic trends, www.nfib.com/Portals/0/PDF/sbet/sbet201101.pdf, Jan 2011.U.S. Dept. of Commerce, Bureau of the Census

U.S. Chamber of Commerce Small Business Nation

For more information on Independent We Stand, including free marketing and promotional materials, or to register your business on our free local business search listings, visit www.IndependentWeStand.org.

Resources

National Federation of Independent Business 2010 . . , . , , . . , 75 . . , . . . (carpool) , , . , , . , . Independent We Stand . . . , . . , .

Citizens have become more environmentally conscientious. They are traveling

less and only making necessary trips.

A Haircolor Section Can Bring Your OTC

Plus salesHaircolor products of all types are in demand. Although many women will continue to have their hair professionally colored at the salon a larger number of women today are coloring their hair at home due to many factorspoor economy, unemployment and convenience. Women want to look their best and will continue to color their hair. Since salon visits for haircolor are quite costly, sales of home haircoloring products will increase. There are many brands and types within brands of haircolor products. OTCs need to seek help and information from their wholesalers as to which brands are most popular with the ethnic or multicultural customer.

tYPes of HairColorPermanent Haircolor Makes a permanent change in the pigment of the hair shaft and does not wash out. All hair that has been colored in this way has the natural color pigments irreversibly altered. Permanent haircolor is most likely to be left to professionals.Single Process Color Color is lifted and deposited in one step. This is the most popular type of haircolor used by women who color their hair at home. It will cover gray and lift color to some extent.Semi-permanent Color Can cover gray and go darker but cannot lighten. It lasts a varying amount of time depending on the product. Semi-permanent color is suitable for relaxed and processed hair. It can add shine and life to dull hair without damaging it.Deposit-only Color Very user-friendly product, it simply deposits color onto hair. Deposit-only color conditions and colors in one step. There are many varieties of deposit-only color on the market. They are sometimes called glazes or translucents. These are among the easiest to start with to color and enhance hair. Deposit-only color contains very little peroxide.


Business Tipsby Ted Fishman

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It is important to let your customer 1. know that you have a special haircolor department in your store. Signage that is visible and says something like, Visit our new and improved haircolor department should be placed in the store and on a window sign. There should also be an attractive sign where your haircolor department is located.Stack the haircolor products neatly on 2. shelves in section. Mark the various typespermanent, semi-permanent, temporary, spray-on, etc. with signage so the customer can easily find what she is looking for.Incorporate a Haircolor Accessory 3. Section that includes coloring bowls, bottles, gloves, brushes, special combs, capes, etc.anything that is used for haircoloring.In your haircolor section feature 4. specialized color shampoos that keep color from fading, conditioners and styling aids for color treated hair.If possible, have a knowledgeable store 5. clerk who can help customers with information about which type of color to use and answer any questions they may have regarding coloring their hair.


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Having a good selection and attractive signage in your store will bring you repeat business. Haircolor needs to be re-applied every six to eight weeks. Once your customer feels secure that she can find the haircolor and haircoloring items she needs at your store, shell visit on a regular basis. While shes in your store buying haircolor items, she is likely to look around and pick up other items as well. Haircolor is an area that can be developed to increase your business. Dont miss out. Set up your haircolor section today!

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Customer HairColor aCCessorY CHeCklistPlace copies of a list such as this one in your haircolor section. It will help customers

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Business Tipsby Rhonda R. Savage, DDS

Working With Family Members: it's not Personal

it's Just BusinessIf youve ever been in business with a family member, you know there are several advantages, but even the most dedicated, hard working family member can experience or create tension, stress and conflict in the workplace. Can you really separate your family history, emotions and knowledge you have of a person at a deeper level and also have a great working relationship? Families have successfully worked together, but there are reasons why its worked. What are the qualities that facilitate successful family working relationships? What are the common issues in practices that exist within companies that employ family? If you are in business with or thinking about working with family members, being aware of the following issues can prevent them from becoming problems in your business. loYaltY leading to miCromanagement Often, family members are more dedicated to the success of their business than other staff members. The old saying, family is thicker than blood is true, and yet too much caring can cause conflict. One business owner employed his mother. The owner had established his vision and goals, but he had trouble developing a consistent, fair style of leadership. He found the staff management was much harder than actually doing the work. His mother, in her eagerness to help him succeed, was openly voicing her concerns and opinions during business hours and outside the office. She felt the staff wasnt diligent enough in collecting money at the time of service and inconsistent in their processing methods. She felt they werent doing a good job and needed more attention to detail. The boss had difficulty enforcing his policies because of the conflicting views between his mother and the other team members. His mother became a micromanager, telling everyone how they should be doing their jobs, in detail. She meant well and only wanted to help the business succeed, but her micromanaging drove the morale of the business down.

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taking Work HomeOne business owner enjoys working with his wife. His wife, however, was concerned that the team members werent held accountable for their work. Because the owner is sensitive to conflict, he avoids team meetings, coaching and performance reviews. His wife is quite verbal during the off hours about her feelings, which causes him discomfort as hes sensitive to criticism and this creates tension in their personal relationship. Its important, especially for couples, to separate their work life and personal life. Bringing personal issues into the workplace and vice versa can create tension and an uncomfortable environment for all employees.

Hiring someone You Can't fireBusiness owners can be hesitant to talk to a family member about a problem within the workplace because of how it might impact them on the personal/home front. They may walk on eggshells at work, worried about how the family member might respond if they were treated the same as other employees. To be successful as a team member, family members need to know their role in the business. Being a family member and an employee can put anyone in a difficult position. Other employees, no matter how hard the family member works, may look at them differently. Because of this, your family member employee will always need to hold him or herself at the same or even higher level of accountability than other employees.

unfair PaYSome business owners try to help their family out by paying more than the average wage for that employment category, which can impact the total payroll overhead. It is unfair to neglect the rest of the teams income because you want to give special treatment to a family member. Youll see resentment and unhappiness build if this is the case. Remember, when morale goes down, productivity goes down. In addition to pay, gender or age differences that impact your relationship with your team may feel intensified with your family employees. Recognize that some conflict develops due to these differences and work at learning about better communication and leadership.

WHat are tHe traits of a great familY team memBer?If you happen to be an employee in your family members business, there are several things you can do to avoid the above issues including:

Be early1. Be dependable2. Pay attention to your work responsibilities; be accountable.3. Follow through4. Be friendly and have fun5. Be encouraging. Use the words Absolutely! and Certainly! 6.

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Dr. Rhonda Savage is an internationally acclaimed speaker and CEO for a well-known practice management and consulting business. Dr. Savage is a noted motivational speaker on leadership, womens issues and communication. For more information on her speaking, visit www.DentalManagementU.com or e-mail [email protected].

Be a mentor7. Take an active role in learning about the business; be excited 8. about your industryAlways speak positively about the owner and the business, both in 9. and out of the officeOffer advice when asked or ask first before discussing a concern10.

If family employees and your employees just cant seem to get along, you must resolve the issue

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March 2011