August 2011$6.00
All About HAir
Beauty Plus
Explore hair care product functions, concerns and styling issues customers face
ํค์ด์ ๊ดํ ๋ชจ๋ ๊ฒํค์ด ์ ํ๋ค์ ๊ธฐ๋ฅ ๋ฐ ์๋น์๋ค์ด ์ง๋ฉดํ๊ณ ์๋
์คํ์ผ๋ง ๋ฌธ์ ์ ๊ดํ ๋ชจ๋ ๊ฒ์ ์์๋ณด์
ofThe
the beauty of ยฎ
ยฉ2011 ONE 'N ONLY
ยฎ| 11BA120892
One 'n Onlyยฎ brings its pure Moroccan argan oil to a collection of haircare products
and styling tools. Argan Heatโข uses innovative technology to infuse argan oil right into
the ceramic surfaces of dryers and irons, and joins a full haircare line to provide stylists with
everything they need in their quest for extraordinary hair!
All art prints CMYK.
OtherInstructions:Hi res in placeBleed all sides
COLORBREAK
PRINTINGINKS
Yellow
Cyan
Magenta
Black
413019.CS5.indd 1 5/2/11 11:39 PM
ofThe
the beauty of ยฎ
ยฉ2011 ONE 'N ONLY
ยฎ| 11BA120892
One 'n Onlyยฎ brings its pure Moroccan argan oil to a collection of haircare products
and styling tools. Argan Heatโข uses innovative technology to infuse argan oil right into
the ceramic surfaces of dryers and irons, and joins a full haircare line to provide stylists with
everything they need in their quest for extraordinary hair!
All art prints CMYK.
OtherInstructions:Hi res in placeBleed all sides
COLORBREAK
PRINTINGINKS
Yellow
Cyan
Magenta
Black
413019.CS5.indd 1 5/2/11 11:39 PM
OTC Beauty Magazine December 2008
December 2008 OTC Beauty Magazine
Editorial Letter 10 Lather, Rinse, Repeat๊ฑฐํ, ํน๊ตผ, ๋ฐ๋ณต
MarketPlace 14Back to the Basics
How Should You Sell It? 24Shampoos, are they really all different?
๋ชจ๋ ์ดํธ๋ ์ ๋ง ๋ค๋ฅธ ๊ธฐ๋ฅ์ด ์๋๊ฐ?
Urban Call Briefs 51Opinion Leaders
Clipper Tips 88Blue Ocean Strategy
Therapy Trends 90Re-engineering Hair Care
๋ด์ค๊ฑฐ๋ฆฌ 116์ ๊ณ์์ 122Industry News 126 Show Calendar 132Ad Index 132Product Spotlight 136Olive Miracle์ฌ๋ฆฌ๋ธ์ ๊ธฐ์
Ecoco Inc. is proud to offer ECO BOND Hair Bonding Glue, a revolutionary product for all hair
extensions. Formulated for both natural and synthetic hair, it creates the strongest bond that
allows users to freely style and comb through hair. To find out more about this flexible glue that
comes in both natural and black shades, visit www.ecocoinc.com.
On The Cover
In Every Issue
CONTENTSAugust 2011
Feature Article Getting to the Root of Deep Conditioning 70by Haley McNealConditioner is more than simply the other product used when washing hair. Discover why this
practice is vital to hair health.
๋ฅ ์ปจ๋์ ๋์ ๋ชจ๋ ๊ฒ์ปจ๋์ ๋๋ ๋ชจ๋ฐ์ ํน๊ตด ๋๋ง ์ฌ์ฉํ๋ ๋จ์ํ ์ ํ์ด ์๋๋ค. ๋ชจ๋ฐ ๊ฑด๊ฐ์ ์ด๋ ํ ์ํฅ์ ๋ฏธ์น๋์ง ์์๋ณด๋๋ก
ํ์.
Manufacturer ProfileMax Trading 78by Haley McNealShoes are an essential part of life and Max Trading has been providing customers with quality
footwear for nearly two decades. OTC Beauty Magazine spoke with Michael Hahn to learn more
about this company.
์ํ์ ์ค์ํ ์ผ๋ถ์ธ ์ ๋ฐ, Max Trading์ ์ง๋ 20์ฌ๋ ๊ฐ ์๋น์๋ค์๊ฒ ๊ณ ํ์ง์ ์ ๋ฐ์ ์ ๊ณตํด ์๋ค. OTC
๋ทฐํฐ ๋งค๊ฑฐ์ง์ Michael Hahn๋ถ์ฅ๊ณผ์ ์ธํฐ๋ทฐ๋ฅผ ํตํด ํ์ฌ์ ๋ํด ์ข๋ ์์ ๋ณด์๋ค.
Finished ProductThe Dirty Little Secrets of Dry Shampoo 30by Elayne McClaineUncover the hidden wonders of dry shampoos. Once you share them, your customersโ morning
routines will never be the same.
๋๋ผ์ด ์ดํธ์ ์จ๊ฒจ์ง ์ง์ค๋๋ผ์ด ์ดํธ๋ฅผ ํํค์ณ ๋ณด๋๋ก ํ์. ๊ธฐ๋ฅ์ ์๊ณ ๋๋ฉด ์๋น์๋ค์ ์์นจ์ค๋น์๊ฐ์ด ๋ฌ๋ผ์ง ๊ฒ์ด๋ค.
4 OTC Beauty Magazine August 2011
CONTENTSAugust 2011
KnowledgeTo Know Correcting a Common Mistake by Manufacturers in Regards to Neutralizing Shampoos for Relaxers 38by Dr. Edward Tony Lloneau
Considering the multitude of product ingredients used
and the intricacies of treatments, itโs no wonder that hair
care ultimately comes down to a science. This is one lesson
worth paying attention to.
๋ฆด๋ ์ ์คํ์ดํธ๋ฅผ ๋ง๋๋ ์ ์กฐ์ฌ๋ค์ด ๋ฒํ๋ ํํ
์ค์๋ค
๋ค์ํ ์ ํ์ฑ๋ถ ๋ฐ ๋ณต์กํ ์น๋ฃ๋ฒ์ ํตํด ํค์ด ์ผ์ด๊ฐ ์
๊ณผํ์ ์ธ์ง๋ฅผ ์์๋ณธ๋ค. ๊ผญ ์์ ๋๋๋ก ํ์.
How to Make Hair Healthy 42by Lorna Darden
Beautiful hair is dependent upon a healthy scalp.
Recommend these tips to customers and ensure their hair
care practice is complete.
๋ชจ๋ฐ์ ๊ฑด๊ฐํ๊ฒ ๋ง๋๋ ๋ฒ
์๋ฆ๋ค์ด ๋ชจ๋ฐ์ ๊ฑด๊ฐํ ๋ํผ๋ก๋ถํฐ ์์๋๋ค. ์ฌ๋ฐ๋ฅธ ํค์ด ์ผ์ด
๋ฒ์ ์๋น์๋ค์๊ฒ ์๋ ค์ฃผ๋๋ก ํ์.
The Importance of Hair Protection 46by Lee A. Feldman
The quest for the perfect hairstyle has left many customers
with damaged tresses. Educate them on which product
ingredients to look for to keep strands strong.
๋ชจ๋ฐ ๋ณดํธ์ ์ค์์ฑ
์๋ฒฝํ ํค์ด์คํ์ผ์ ์ถ๊ตฌํ๋ค ๋ณด๋ฉด ๋ชจ๋ฐ์ ์์์ ์ฃผ๊ธฐ ์ฝ๋ค.
๋ชจ๋ฐ์ ๊ฑด๊ฐ์ ์งํค๊ธฐ ์ํ ์ ํ์ฑ๋ถ๋ค์ ๊ณต๋ถํด ๋ณด์.
6 OTC Beauty Magazine August 2011
Retailer ProfileSuna Beauty Supply 84by Tony Bae
์ํต์ ์ค์์ฑ
Show CoveragePremiere Orlando 94by Haley McNeal
Beauty professionals learned first-hand the methods, tips, tricks and secrets of industry artists
and masters of their craft at the Premiere Orlando International Beauty Event.
NBSDA Show 100by Tony Bae
๋ฐฑํฌ์ค์ฟจ ํ๋งค๋ฅผ ์ํ ์ต์ ์ ์๊ฐ, ํจ๊ณผ์ ์ธ ํ๋งค๋ฒ์ ๋ฐฐ์๋ณด๋๋ก ํ์.
Jinny Corp. Houston Grand Opening 106by Haley McNeal
As a part of the expansion plans for 2011, Jinny Corp. celebrated the grand opening of their
Houston, Texas branch on July 4.
Jinny ํด์คํค ์ง์ ๊ทธ๋๋ ์คํ๋
Business Tips The Power of Your Recommendation 56by David Wright
It is typical for customers to ask your opinion before making informed purchases and your
response may have more of an impact than you think.
์ถ์ฒ์ ํ
๋๋ถ๋ถ์ ์๋น์๋ค์ ์ ํ๊ตฌ์ ์ ํ๊ธฐ ์ ์ ์ง๋ฌธ์ ํ๋ฉฐ, ์ฌ๋ฌ๋ถ์ ๋๋ต์ด ํ๋งค์ ์๊ฐ๋ณด๋ค ์ปค๋ค๋
์ํฅ์ ๋ผ์น๋ค.
Fall Into Beauty 62by Larry H. Oskin
Just in time for Back to School specials, learn how to effectively market products for fall.
๊ฐ์์ ์๋ฆ๋ค์
๋ฐฑํฌ์ค์ฟจ ํ๋งค๋ฅผ ์ํ ์ต์ ์ ์๊ฐ, ํจ๊ณผ์ ์ธ ํ๋งค๋ฒ์ ๋ฐฐ์๋ณด๋๋ก ํ์.
Hair Loss Results for Customers Mean High Profits for Retailers 64bby Jenny Hogan
Have you ever considered including hair loss products in your inventory? Affecting both men
and women, this is one area of hair care that could greatly influence your business.
์๋งค์๋ค์๊ฒ ์ปค๋ค๋ ์ด์ต์ ๋ง๋ค์ด์ฃผ๊ณ ์๋ ํ๋ชจ์ ํ๋ค
ํ๋ชจ์ ํ๋ค์ ์ทจ๊ธํ๋ ค๋ ์๊ฐ์ ํ์ ์ด ์์๋๊ฐ? ์ฌ์ฑ, ๋จ์ฑ์ ๋ง๋ก ํ๊ณ ๋น์ฆ๋์ค์ ์ฑ์ฅ์
๋์์ค ํจ์์ํ์ด ๋ ๊ฒ์ด๋ค.
CEO:
COO:
Editor:
Korean News Editor:
Art Director:
Advertising & SalesCoordinator:
Contributing Writers:
Columnists:
Ann Jhin
Larry Pata
Haley [email protected]
Tony [email protected] [email protected]
Nicole [email protected]
Lorna DardenLee A. Feldman Jenny HoganDr. Edward Tony LloneauElayne McClaineLarry H. OskinDavid Wright
Lafayette JonesElayne McClaineIvan Zoot
8 8 OTC Beauty Magazine August 2011
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
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, manufacturers,
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.
With Osterยฎ, youโll never have to worry about how your clippers are going to perform. A seriously beefed-up magnetic motor cranking out 3,600 cutting strokes per minute means faster cuts and added agility. Plus, sleek design and textured surface for less fatigue and more comfort. We know youโll love it.
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ยฉ 2011 Sunbeam Products, Inc. doing business as Jarden Consumer Solutions. All rights reserved. Questions? Call us at (800) 830-3678 or visit www.OsterStyle.com.
Spark* creative services Boca Raton, FL Oster Pro Graffiti AD - OTC Full page w/bleed R70-0611-561 6/28/2011
OTC Beauty Magazine August 2011 10
Editorial Letter
์ธ์ถ์ค๋น๋ฅผ ํ๋๋ฐ ๊ฑฐ์ธ ์์์ ๋ง์ ์๊ฐ์
๋ณด๋ด๋ ์ฌ๋์ด ๋ ๋ฟ๋ง์ด ์๋๋ผ๋ ๊ฒ์
ํ์คํ ์ฌ์ค์ผ ๊ฒ์ ๋๋ค. ๋จธ๋ฆฌ๋ฅผ ๋ง๋ฆฌ๋,
์ปฌ์์ ํ๋, ์์นจ์ ํค์ด๋ฅผ ๋ง์ง๋ ๊ฒ์ ๋ง์ ์๊ฐ์
ํฌ์ํด์ผ ํฉ๋๋ค. ํค์ด ์ผ์ด์์ ํค์ด๋ฅผ ๋จ์ ํ๊ฒ ๊พธ๋ฏธ๋
๊ฒ์ด ์ค์ํ ์์ ์ค ํ๋์ด๊ฒ ์ง๋ง, ๊ทธ ๋ณด๋ค ๋ ์ค์ํ
๊ฒ๋ค์ด ์๋ค๊ณ ์๊ฐํฉ๋๋ค.
์๋น์๋ค์ด ๊ทธ๋ค์ ํค์ด๋ฅผ ์ด๋ป๊ฒ ์น๋ฃํ๊ณ
๊ด๋ฆฌํ๋๋๊ฐ ๋ชจ๋ฐ ๊ฑด๊ฐ์๋ ๋งค์ฐ ์ค์ํฉ๋๋ค. ์ฌ์ฉํ๊ณ
์๋ ์ดํธ(ํนํ ์ดํธ์ ํจ์ ๋ ์ฑ๋ถ๋ค), ์ปจ๋์ ๋๋ฅผ
์ฌ์ฉํ๋ ๋น๋, ๋ชจ๋ฐ ์์ง, ๊ทธ๋ฆฌ๊ณ ๋งค์ผ ๋ฐ๋ ์คํธ๋ ์ค ๋ฑ,
๋ชจ๋ ์์๋ค์ด ๋ชจ๋ฐ์ ์ํฅ์ ๋ผ์นฉ๋๋ค.
์ด๋ฒ ํธ์์๋ ์ ํ์ ๋ณด ๋ฐ ๋ชจ๋ฐ ๊ฑด๊ฐ์ ๊ดํ
๋ง์ผํ , ๊ทธ๋ฆฌ๊ณ ์ฌ๋ฌ๋ถ์ ์ ํ๊ถ์ ๊ฐ ํ๋งค์ ๋ฏธ์น๋ ์ํฅ
๋ฑ, ํค์ ์ผ์ด ๋น์ฆ๋์ค์ ๊ดํด ๋ค๋ฃจ์ด ๋ณด์์ต๋๋ค. ๋ํ
ํ์ด์ง 112์๋, ์ง๊ธ์ ํ๋ ์๊ธฐ๋ฅผ ๊ทน๋ณตํ ์ ์๋๋ฐ
๊ธ์ ์ ์ธ ์ํฅ์ ์ฃผ๋ ๋ฐฉ๋ฒ์ ๋ํด ๋ค๋ฃจ์ด ๋ดค์ต๋๋ค.
ํค์ด ์คํ๋ ์ด๊ฐ ํค์ด์คํ์ผ์ ๊ณ ์ ์์ผ ์ฃผ๋ฏ์ด,
์ ํฌ OTC ๋ทฐํฐ ๋งค๊ฑฐ์ง์ด ์ฌ๋ฌ๋ถ์ ํค์ด ์ผ์ด ๋น์ฆ๋์ค๋ฅผ
์ฌ๋ฐ๋ก ์ก์ ์ ์๋๋ก ๋์ ๋๋ฆฌ๊ฒ ์ต๋๋ค.
I am willing to bet that Iโm not the only person who spends the majority of my time getting ready standing in front of the mirror, particularly messing with my hair. Whether Iโm drying and straightening it or simply trying to get the curls
under control, hair maintenance seems to take up a large chunk of my mornings. Although making sure it looks presentable may seem like the most important part of hair care, I argue that thereโs more to it than that. How customers treat and take care of their hair is vital to its health. The kind of shampoo they use (specifically the ingredients it contains), how often they condition hair, when it gets trimmed and the degree of stress it is put under on a daily basis all determine the overall well-being of tresses. In this issue we explore multiple facets of the hair care business โ from product information and hair health issues to marketing and the influence your recommendation has on customer purchases. We also share how to positively influence your beauty supply store business in a challenging economy; see page 112. Just as hair spray holds each strand in the right place to create a desired hair style, let OTC Beauty Magazine keep your hair care market exactly where it needs to be.
Lather,๊ฑฐํ, Rinse,
ํน๊ตผ, Repeat๋ฐ๋ณต
August 2011 OTC Beauty Magazine 11
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
August 2011 OTC Beauty Magazine 11
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
OTC Beauty Magazine December 2008 14 OTC Beauty Magazine August 2011
M A R K E T PLACE
3
Curl MaxRevitalize curls and waves while providing sheen and softness with Lustrasilkโs Curl Max Curl Activator Moisturizer. Enriched with Argan, this quick penetrating formula creates smooth, frizz-free curls that keep shape all day. Men and women alike are welcomed to hydrate and enhance their natural hair with this product, set to launch Sept. 1. Learn more about the entire Curl Max line that is coming soon at www.alleghanypharmacal.com.
Take a WhiffSeriously, we canโt get enough of the deliciously fresh new fragrances of Creme of Natureโs shampoos and conditioners. Floral and citrus scents (which nine out of 10 users prefer) now garnish the products. Donโt worry; they are still infused with the Certified Organic Ingredients key to the moisture-rich and conditioning formula on which customers have come to rely. To experience the mesmerizing effects of kiwi, citrus, red clover, aloe, sunflower and coconut, visit www.cremeofnature.co.uk.
Childโs Play Mixed Chicks brings hair care full circle by not only making products for women and men, but now children too! Mixed Chicks Kids allows even the tenderest of curly scalps to receive optimum cleansing, conditioning and hair maintenance gently and safely. With shampoo that can double as body wash, conditioner that smoothes through tangles, leave-in conditioner that eliminates frizz while defining curls and a tangle-tamer that refreshes next day hair, they have kids covered. Find more information at www.mixedchicks.net.
Hair care ultimately comes down to one simple science โ keeping the hair and scalp clean and healthy. Luckily weโve found some of the newest products to do just that.
21
3
2
1
M A R K E T PLACE
August 2011 OTC Beauty Magazine 15
Island EscapeFreeman Beauty invites you to step into your shower and see
what waits at your morning vacation destination thanks to their
new and improved papaya hair care products. With a formula
boasting Island Moisture Plus, an ultra-hydrating conditioning
and revitalizing combination of ingredients built onto their
namesake papaya extract, these shampoos and conditioners will
transport you to paradise. Rejuvenate dull, lifeless hair into shiny,
manageable tresses with these products, now in ergonomic, easy
to hold and distinguish bottles. Visit www.freemanbeauty.com.
MVP of HaircutsPacked with incredible power and versatility, this little workhorse is
sure to become the most valuable player in any clipper collection.
Andis Companyโs new MVP Clipper has the ability to cut through
wet or dry hair at two speeds (2800 and 3300 strokes per minute)
and has a lightweight, functional design that reduces hand
fatigue, ensuring it will never be traded to another team. It comes
equipped with two wear-resistant, detachable UltraEdge blades
made to last for years and create fine cuts, leaving a smooth finish
without lines. For more details, visit www.andis.com.
For Every LifestyleWorld champion athlete, television personality and active
philanthropist Laila Ali has partnered with International Beauty Brands
to create the Laila Ali Lifestyle Brand. These professional grade and
sulfate-free products will not make color fade or weaken hair, but
instead will strengthen and repair it. Two of the products included are
the Purifying Hair and Scalp Shampoo and Smoothing Conditioning
Hair Dress, both of which are sure to result in soft, stylish and silky
smooth hair. Learn more at www.lailaali.com.
OTC Beauty Magazine December 2008
From Head to ToeJoin Shea Terra Organics and travel into the
deepest parts of Morocco to experience the
botanical wonders of the Argan & Ghassool
Shampoo + Spa Body Bar. Blended with
Argan oil, shea butter and rare Ghassool
clay, this 100%, all natural luxurious bar
moisturizes and softens hair while reversing
the signs of aging and purifying skin. Explore
www.sheaterraorganics.com to learn more.
M A R K E T PLACE
16 OTC Beauty Magazine August 2011 continued to p18
Essential OilsThree ancient techniques for hair and skin care are now fused together
in MacVoilโs Essential Oils. Enjoy Macadamia, Argan and Cypress
Oils created by virgin cold press methods that give hair a beneficial
therapeutic treatment and protection against styling woes. To achieve
shiny, frizz-free, smooth and healthy hair that is delightfully aromatic,
suggest customers add these oils to their beauty regimen. For more
information, visit www.macvoil.com.
Get FunkyBelieving that authentic, natural beauty is one of the greatest gifts of
life, Uncle Funkyโs Daughter strives to empower those who struggle
with embracing theirs. Women with textured hair can take comfort
that their products like Good Hair Conditioning Styling Crรจme are
made with some of the earthโs most natural and organic ingredients,
making it sustainable and nontoxic. Detangle, defrizz, provide moisture
and add shine to hair with this formula. Meet the rest of the funky
bunch at www.unclefunkysdaughter.com.
December 2008 OTC Beauty MagazineAugust 2011 OTC Beauty Magazine 23
Palmerโs is proud to introduce its new Olive Oil Formula No-Lye Relaxing System.
This convenient, all-in-one system contains everything necessary to achieve straight, healthy-looking hair: a relaxer base, activator, protective base for skin and scalp, neutralizing shampoo, conditioner, disposable gloves and spatula for mixing.
Palmerโs Olive Oil Relaxing System is fortified with powerful natural ingredients including Certified Organic Extra Virgin Olive Oil and Palmerโs exclusive Organic-Groโข for delivery of vitamins and minerals to hair. It also features built-in conditioning that restores Keratin, the main component of hair, leaving hair shiny, smooth and healthy.
Palmerโs works. Your results will be the proof.
www.palmers.comยฉ 2011 E.T. Browne Drug Co., Inc. All Rights Reserved.
Look for the Oval & Stripe trademark for genuine Palmerโsยฎ products.
Production.. Prod. Dir.. Traffic.. Art Director.. Creative Dir.. Account Exe.. Account Sup..
443 Park Ave. South, New York, NY 10016 โข www.MME.net
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C M Y K ..... .....
OOF Relaxer KitOTC Beauty / August
.25โ9โx11.75โ9.5โx12.25โ
100%
2
Incorp CorrectionsRun MatchPrintsPDF for client approval
Release FileDisk Email PDFUpload
Instructions:
B:12.25 in
B:9.5 inT:11.75 in
T:9 inS:10.75 in
S:8 in
ETOO5020_AD1_M02.indd 1 6/27/11 5:31 PM
OTC Beauty Magazine December 2008
continued from p16M A R K E T PLACE
18 OTC Beauty Magazine August 2011 continued to p20
Make a StatementLusterโs Pink Stylinโ Shaper is a spray designed for creating bold, daring
hair statements. Now anyone can create whatever style their heart desires
while throwing stay-still concerns out the window. Combined with the use
of a flat iron or curling iron hair can be curled, spiked or flipped and left
in place by a combable hold. Height can also be added without the use of
heat. Whatever their style, offer this shaper and encourage customers to
get to know their inner beautician. Visit www.lusterproducts.com.
Rainforest RemedyCondition and shine with Fantasiaโs Brazilian Hair Oil Keratin Treatment. This
super concentrated serum is formulated with botanicals from the Amazon
Rainforest and Keratin Protein for advanced hair renewal. Formulated to
maintain salon quality results after using the Brazilian Keratin Straightening
System, it repairs, smoothes and strengthens hair while nourishing the scalp.
For more information on this product that is excellent for use on thick, coarse,
over processed and damaged hair, visit www.fantasiahaircare.com.
Add a Little ColorIt seems like styles change as quickly as moods and Continental
Fragrances has this fact figured out. They cater to this fact by providing
professional results with their High Beams Semi-Permanent Haircolor
line. The gentle, ultra-conditioning formula contains no ammonia or
peroxide and is so mild it can be used immediately after any chemical
or relaxing hair treatment. Aloe vera, jojoba oil and vitamin E also
condition while coloring. Visit www.continentalfragrances.com for
more information.
December 2008 OTC Beauty Magazine
OTC Beauty Magazine December 2008
Water WorksPermanent color without the use of peroxide or
ammonia, thatโs what Water Works Hair Color
boasts. Simply add water to this powder hair
color for activation. Staying true to tone, it can
be used to cover grays, match and enhance
natural color, highlight or restore faded shades.
To learn more about this product that is ideal for
treated, permed, relaxed or straightened hair,
visit www.aiibeauty.com.
M A R K E T PLACE
20 OTC Beauty Magazine August 2011
Stay CleanKeep kinks out of curls and smooth over waves with Royal Curlโข Stay Clean
Shampoo. Royal Jelly, the queenโs sole sustenance in a bee hive, is a nutrient
packed super-food with 17 amino acids, vitamins A, B, C, D and K. This is the
secret ingredient used in the gentle shampoo, but you didnโt hear it from us. It has
no harsh chemicals included, but does contain natural extracts that clean, restore
moisture and help defend against heat and humidity. How can we be expected to
keep it to ourselves? Find out for yourself at www.queenhelene.com.
No Water, no ProblemDonโt want or have time for a complete shampoo? No worries. Elentee
Soy Organics Waterless Shampoo cleanses and refreshes braids,
weaves, wigs and locks all by itself. Infused with herbal ingredients it
moisturizes, conditions and detangles without the use of water. Simply
massage into the scalp and remove excess with a towel โ thatโs all
there is to it. Having a clean head of hair has never been easier. Learn
more at www.vitaleproducts.com.
continued from p18
December 2008 OTC Beauty Magazine
OTC Beauty Magazine December 2008
December 2008 OTC Beauty Magazine
How should you sell it?
24 OTC Beauty Magazine August 2011
This monthโs selling focus is...
โMost certainly choosing the correct shampoo is dependent on the type and texture of the hair. Most naturally straight hair needs a more cleansing shampoo that removes oil from
the hair shaft. Most curly hair and chemically treated hair need a shampoo that cleanses as well as moisturizes. Choosing the incorrect shampoo can cause damage to the hair by allowing it to become heavy and coated or allowing the hair to become dry and brittle. All shampoos must be followed with a conditioner.โ
Dr. Reginald Mitchell, Director of EducationNamaste Laboratories
www.organicrootstimulator.com
โAll shampoos are not the same even though the main function of shampoo is to remove dirt and greasy buildup from hair. Different types of shampoo are based on hair type and hair treatment. Chemically
treated hair (i.e. relaxed or color treated hair) lacks moisture and some of its natural oil, also known as sebum. Therefore a conditioning shampoo is needed to replenish the lost moisture and oil. However, oily hair needs a cleansing shampoo to remove all the excel oil and also remove dirt and buildup. Therefore all shampoos are not the same even if they use similar ingredients.โ
Uyi Woghiren, Project Manager (Research & Development
โ Global Multicultural Group)Unilever
www.unilever.com
Honestly, are all shampoos the same or do texture, coloring, chemical treatments and other factors that differentiate hair types really affect the outcome?
โNot all shampoos are made with the same ingredients, and yes, it is true that there are different shampoos designed specifically for particular hair types. Mostly, if hair is excessively dry, a gentle cleansing, deep hydrating shampoo is needed versus a shampoo used on normal
hair. Also, color treated hair needs special care to help maintain color life. Different hair types certainly need different care to achieve long, strong, healthy, manageable hair with more body and shine.โ
Devon B. Katzev, PresidentStraight Arrow Products, Inc.
www.manentail.com
shampoo
If you have input that youโd like to share regarding this monthโs question, send an e-mail to [email protected]. Your response could be featured in the September issue!
Undeniably, maintaining clean hair is vital to keeping it healthy, but choosing a shampoo can often times become a daunting and confusing chore for customers. The availability of so many formulas guaranteeing optimum results for various hair types makes one wonder if anything really makes one product better suited for them than the other. Industry insiders answer this monthโs question to help you effectively market this product.
Turbo IonicSalon Dryer
1โ Curling Iron
1โ Tapered Curling Iron
1โ Flat Iron
HotToolsยฎ Nano Ceramicยฎ Styling Tools Elegance. Power. Sophistication.
The top choice for Professional Stylists.
www.HotTools.comยฉ 2011 Helen of Troy. All rights reserved. (PR3099)
Beauty comes in many colorswhat you use to create it doesnโt have to
23March 2011 OTC Beauty Magazine
Turbo IonicSalon Dryer
1โ Curling Iron
1โ Tapered Curling Iron
1โ Flat Iron
HotToolsยฎ Nano Ceramicยฎ Styling Tools Elegance. Power. Sophistication.
The top choice for Professional Stylists.
www.HotTools.comยฉ 2011 Helen of Troy. All rights reserved. (PR3099)
Beauty comes in many colorswhat you use to create it doesnโt have to
์ด๋ฒ ๋ฌ์ ํฌ์ปค์ค๋...
์์งํ ๋งํด์, ๋ชจ๋ ์ดํธ๋ค์ ๊ธฐ๋ฅ์ด ๊ฐ์๊ฐ? ๊ทธ๋ฆฌ๊ณ ๋ชจ๋ฐ, ์ผ์,
ํํ์ ํ ์ฌ์ฉ, ๊ทธ๋ฐ์ ์์ธ๋ค์ด ํจ๋ฅ์ ์ํฅ์ ์ฃผ๋?
์ดํธ์ ๋๋ค!๋ชจ๋ฐ์ ๊นจ๋์ด ํ๋ ๊ฒ์ด ๊ฑด๊ฐํ ๋ชจ๋ฐ์ ์ ์งํ๋ค๋ ์ฌ์ค์ ์์ฌํ ์ฌ์ง๊ฐ ์์ง๋ง, ์ดํธ๋ฅผ
๊ฒฐ์ ํ๋ ์ผ์ด ๋ ์ด์ ์ฌ์ด ์ผ๋ง์ ์๋๋ค. ์๋ง์ ์ ํ๋ค์ด ์ต๊ณ ์ ํจ๋ฅ์ ๋ณด์ฅํ๊ณ ์์ด
์ด๋ ์ ํ์ด ์ ๋ง ๋ํํ ํ์ํ ์ ํ์ธ์ง๋ฅผ ๊ฒฐ์ ํ๊ธฐ๊ฐ ํ๋ค๋ค. ์ด๋ฌ์๋ ์ ๊ณ์ ์ข ์ฌํ๋
์ ๋ฌธ๊ฐ๋ค๋ก๋ถํฐ ๋ณด๋ค ํจ๊ณผ์ ์ผ๋ก ์ดํธ๋ฅผ ํ๋งคํ ์ ์๋ ๋ฐฉ๋ฒ์ ๋ค์ด๋ณด๋๋ก ํ์.
26 OTC Beauty Magazine August 2011
How should you sell it?
๋ชจ๋ฐ์ ์ฑ์ง์ ๋ฐ๋ผ ์ฌ๋ฐ๋ฅธ
์ดํธ๋ฅผ ๊ณจ๋ผ์ผ ํ๋ค. ๋๋ถ๋ถ์
์ฒ์ฐ ์๋จธ๋ฆฌ๋ ๋ชจ๋ฐ์์ ๋ฐ์๋
์ค์ผ์ ์ ๊ฑฐํด์ฃผ๋ ์ดํธ๊ฐ
ํ์ํ๋ค. ๋๋ถ๋ถ์ ๊ณฑ์ฌ๋จธ๋ฆฌ์
ํํ ํธ๋ฆฌํธ๋จผํธ๋ฅผ ์ฌ์ฉํ ๋ชจ๋ฐ์ ์ธ์ฒ๊ณผ
๋ชจ์ด์ค์ฒ๋ฅผ ์ฃผ๋ ์ดํธ๊ฐ ํ์ํ๋ค. ์๋ชป๋
์ดํธ๋ฅผ ์ ํํ๋ฉด ๋ชจ๋ฐ์ ๋ถ๋ด์ ์ฃผ๊ณ ์ฝํ ์
ํด๋ฒ๋ฆฌ๊ฑฐ๋, ๋ชจ๋ฐ์ด ๊ฑด์กฐํ๊ฑฐ๋ ๋ถ์์ง๊ฒ
๋ง๋ค ์๋ ์๋ค. ๋ชจ๋ ์ดํธ๋ฅผ ์ฌ์ฉํ ํ์๋
๋ฐ๋์ ์ปจ๋์ ๋๋ฅผ ์ฌ์ฉํด์ผ ํ๋ค.
Dr. Reginald Mitchell, ๊ต์ก๋ถ์ฅ Namaste Laboratories
www.organicrootstimulator.com
๋ชจ๋ ์ดํธ๊ฐ ๊ฐ์ ์ฑ๋ถ์ผ๋ก
๋ง๋ค์ด์ง์ง ์์์ผ๋ฉฐ, ๊ฐ๊ฐ์
๋ชจ๋ฐ ํ์ ์ ๋ฐ๋ผ ์ ์กฐ๋์๋ค.
๋์ฒด๋ก ๋ชจ๋ฐ์ด ๋งค์ฐ ๊ฑด์กฐํ๊ฑฐ๋,
๋ถ๋๋ฌ์ด ์ธ์ฒ, ๊ฐํ ์ํ์์ฉ์
ํด์ฃผ๋ ์ดํธ๋ ์ผ๋ฐ ๋ชจ๋ฐ์ ์ฌ์ฉํ๋ ์ดํธ์
์๋ฐ๋๋ค. ๋ํ ์ผ์์ ํ ๋ชจ๋ฐ์๋ ์์์
์ ์ง์์ผ์ค ์ ์๋ ํน๋ณํ ์ดํธ๊ฐ ํ์ํ๋ค.
๋ฐ๋์ ๊ฐ๊ฐ์ ๋ชจ๋ฐ ํ์ ์ ๋ง๋ ์ดํธ๋ฅผ
์ฌ์ฉํด์ผ ๊ธธ๊ณ , ๊ฐํ๋ฉฐ, ๊ฑด๊ฐํ๊ณ , ์ฝ๊ฒ ์์งํ
์ ์๋ ๋ชจ๋ฐ๋ก ๋ง๋ค ์ ์๋ค.
Devon B. Katzev, ์ฌ์ฅ
Straight Arrow Products, Inc.www.manentail.com
๋ชจ๋ฐ์์ ๋ฐ์ํ ์ด๋ฌผ์ง๊ณผ ์์ธ
์ค์ผ์ ์ป์ด๋ธ๋ค๋ ๊ธฐ๋ณธ์ ์ธ
๊ธฐ๋ฅ์ ๊ฐ์์ง๋ผ๋, ๋ชจ๋ ์ดํธ๊ฐ
๋๊ฐ์ง๋ ์๋ค. ์ดํธ๋ ๋ชจ๋ฐ์
์ฑ์ง๊ณผ ๊ด๋ฆฌํด์จ ๊ฒ์ ๋ฐ๋ผ ๋ค๋ฅธ
์ ํ์ด ๊ตฌ๋ถ๋๋ค. ๋ฆด๋ ์(relaxer)๋ฅผ ์ฌ์ฉํ๊ฑฐ๋
์ผ์์ ํ ๋ชจ๋ฐ์ ๋ชจ์ด์ค์ฒ์ ์ฒ์ฐ ์ค์ผ์ด
๋ถ์กฑํ๋ค. ๋ฐ๋ผ์ ์ด๋ฌํ ๋ชจ๋ฐ์๋ ๋ชจ์ด์ค์ฒ์
์ค์ผ์ ์ฑ์์ค ์ ์๋ ์ดํธ๊ฐ ํ์ํ๋ค.
ํ์ง๋ง ๊ธฐ๋ฆ์ง ๋ชจ๋ฐ์๋ ๊ณผ๋คํ ์ค์ผ๊ณผ ์์ธ
์ด๋ฌผ์ง์ ์ ๊ฑฐํ ์ ์๋ ์ดํธ๊ฐ ํ์ํ๋ค.
๋ฐ๋ผ์ ๋ชจ๋ ์ดํธ๋ ๋น์ทํ ์ฑ๋ถ์ ํจ์ ํ๊ณ
์๋ค๊ณ ํ์ฌ๋ ๋ชจ๋ ๋ค๋ฅผ ์ ๋ฐ์ ์๋ค.
Uyi Woghiren, ํ๋ก์ ํธ ๋งค๋์ (Research & Development
โ Global Multicultural Group)Unilever
www.unilever.com
March 2011 OTC Beauty Magazine 37 25
March 2011 OTC Beauty Magazine 37 25
by Elayne McClaine
Finished Product
30 OTC Beauty Magazine August 2011
The Dirty Little Secrets of
Dry Shampoo
Daily shampooing is an age-old ritual. Many consumers have been brought up to believe that shampooing is good for the hair and scalp. Years ago, non-water shampoos were used only during days of illness or post childbirth. It was often considered unhygienic to miss a day of showering and shampooing.
๋งค์ผ ์ดํธ๋ฅผ ํ๋ ๊ฒ์ ์ผ์์ด
๋์ด ๋ฒ๋ ธ์ผ๋ฉฐ, ๋ง์ ์๋น์๋ค์ด
์ดํธ๊ฐ ๊ทธ๋ค์ ๋ํผ์ ์ข์
๊ฒ์ด๋ผ๋ ์๊ฐ์ ํ๊ณ ์๋ค. ๋ช
๋ ์ ๋ถํฐ, ๋ฌผ์ ์ฌ์ฉํ์ง ์๋
์ดํธ๊ฐ ํ์๋ค์ด๋ ์์ฐ๋ถ๋ค์
์ฌ์ด์์ ์ฌ์ฉ๋์ด ์๋ค.
์ค์๋ ์ดํธ๋ฅผ ํ์ง ๋ชปํ๋ฉด ๋น
์์ ์ ์ธ ๊ฒ์ผ๋ก ๊ฐ์ฃผ๋์ด
์๋ค.
๋๋ผ์ด ์ดํธ์ ๋ํ ์จ๊ฒจ์ง ์ง์ค
continued to p32
August 2011 OTC Beauty Magazine 29
32 OTC Beauty Magazine August 2011
continued from p30Finished Product
However, a daily shampooing requires the use of over $25 in products (once you consider those used to cleanse, blow dry, condition and
style) and the process could take up to two hours to complete. No one has the time or money to spend on this daily ritual. Itโs no secret; dry shampoos are the new undercover weapon in hair care. The product helps consumers extend their daily blow-out routine for an extra day or two, enhance their hair and revitalizes their scalp. Dry shampoo usually comes in a powdered form that is used to clean hair, or at least strip away excess oils without water. The powdered substances are massaged into the hair and scalp. This allows the compound to absorb excess oil and formulate particles that can be combed or brushed away, leaving the hair and scalp feeling refreshed and manageable. Some of these products contain tints and colorants to blend in with any particles without looking like specks, but consumer response to colorized versions is less positive since tints can be messy. Consumers are interested in this growing product form due to its quickness and convenience. Dry shampoo removes excess oil and sebum from hair follicles without a full lathering shampoo. This is a word of mouth phenomenon, yet it is no longer a secret that the product offers benefits to everyone. Another little known fact is that when hair is slightly dirty it can look smoother and sleeker. Natural oils can be good for the hair. Powdered formulations are often delivered by aerosol spray and liquid sprays are made of an alcohol based formula. The talc formulations are made from starches, clays or silica powders that absorb sebum and impurities. The alcohol based dry shampoos are excellent for enhancing volume and preventing the flattened look of oily hair. Oily hair tends to be a bit limp, especially after not washing for a few days. This product combats that issue by giving hair a bit of texture and volume. This helps eliminate the look of having your hair plastered and flat. Whether dry or oily, OTC consumers want modern-day solutions to shampooing. Consumers have proved that they are more than willing to give these shampoos a try. These products are primarily purchased in salons and upscale beauty stores. The category is growing due to many secret benefits including convenience and safety. While dry shampoos work well as a temporary solution, it is not a replacement of a thorough cleansing. Whether used for the convenience of camping or a quick freshening up, travel-size products make the hair cleansing process easy. Its portable size can pop in to a purse for added volume on the go. Your customers may purchase their normal wet shampoos and keep the dry product in their gym bag or purse, arming themselves for their next hair quick-fix. Best yet, dry shampoo users are free from the confines of the most essential little known secretโwet shampoos dry out the hair and irritate the scalp. It has been discovered by most women that it is not healthy to wash your hair every day because it strips hair of natural oils and could encourage dandruff. Some consumers have resorted to just rinsing and invigorating the scalp, thus staying away from harsh shampoos altogether. They believe they can avoid itchy scalps and stripped, dry hair this way. Eighty six percent of participants in a study claim that their hair was in better or the same condition after using dry shampoos. Consumers want to shampoo less because shampoos contain sulfates, a chemical salt that acts as a powerful detergent and strips the hair of protein. Sulfate-free shampoos have a pH level of 5.5. It is ideal for curly hair as well as hair that has been dehydrated by relaxers, bleaching and heat styling. Sulfate shampoos have pH levels as high as 9.5 and 10. These shampoos cause the cuticles of the hair to swell, feel rough or appear dull. Multicultural customers with tightly coiled strands tend to have dry hair and dry ends since natural oils produced by the scalp are slow reach the entire hair shaft. Sulfates strip the hair and scalp of essential oils
ํ์ง๋ง ์ดํธ๋ฅผ ํ๋ ๊ฒ์ $25์ด์์ ์ ํ๋ค์ ์ฌ์ฉํ๋
๊ฒ์ด๋ฉฐ(์ธ์ฒ, ๋๋ผ์ด, ์ปจ๋์ ๋, ์คํ์ผ์ ํ๋ค๊ณ ๊ฐ์ฃผ ํ์
๋), ๋ชจ๋ ๊ณผ์ ์ 2์๊ฐ์ด ๋๋๋ค. ์๋ฌด๋ ๊ทธ๋ฌํ ์๊ฐ๊ณผ ๋์
๋งค์ผ ํฌ์ํ ์๋ ์๋ค. ๋๋ผ์ด ์ดํธ๊ฐ ํค์ ์ผ์ด ์์ฅ์
์จ๊ฒจ์ง ๋ณ๊ธฐ๋ผ๋ ๊ฒ์ ๋ ์ด์ ๋น๋ฐ์ด ์๋๋ค. ๋๋ผ์ด ์ดํธ๋
์๋น์๋ค์๊ฒ ๊ทธ๋ฌํ ๊ณผ์ ์ ํ๋ฃจ๋ ์ดํ ์ ๋ ์ฐ์ฅ์์ผ์ฃผ๋ฉฐ,
๋ชจ๋ฐ๊ณผ ๋ํผ์ ํ๋ ฅ์ ์ค๋ค.
๋๋ผ์ด ์ดํธ๋ ๋ณดํต ๋ถ๋ง ํํ์ด๋ฉฐ, ๋จธ๋ฆฌ๋ฅผ ์ธ์ฒํด
์ฃผ๊ฑฐ๋, ์ต์ํ ๋ชจ๋ฐ์ ์์ฌ์๋ ๊ณผ๋ํ ์ค์ผ์ ๋ฌผ ์์ด
์ ๊ฑฐํด์ค๋ค. ๋ถ๋ง์ด ๋ชจ๋ฐ๊ณผ ๋ํผ์ ๋ง์ฌ์ง๋ฅผ ํด์ฃผ์ด ๊ณผ๋ํ
์ค์ผ์ ํก์ํ๋ฉฐ, ์ ํ์ ์ ์ ์ ์๋ค์ ๋น์ผ๋ก ์ ๊ฑฐ๋์ด
๋ชจ๋ฐ๊ณผ ๋ํผ์ ์ํ๋ฅผ ์ ์ ํ๊ฒ ๋ง๋ค์ด ์ค๋ค. ๋ช๋ช ์ ํ์๋
์ผ๋ฃฉ์ฒ๋ผ ๋ณด์ด์ง ์๋ ์์๊ฐ ์ ์์ ํฌํจ๋์ด ์์ง๋ง,
์๋น์๋ค์ ๊ทธ๋ฌํ ์ ํ์ ๋ํด ์์๋ก ์ธํด ์ง์ ๋ถํด ์ง ์
์๋ค๋ ์๊ฐ์ผ๋ก, ๋ณด๋ค ์ ์ ํธ๊ฐ์ ๋ณด์ด๊ณ ์๋ค.
๋๋ผ์ด ์ดํธ๋ค์ ๋น ๋ฅด๊ณ ๊ฐํธํ๋ค๋ ์ด์ ๋ก ์ ์ ๋
๋ง์ ์๋น์๋ค์ ๊ด์ฌ์ ๋ฐ๊ณ ์๋ค. ๋๋ผ์ด ์ดํธ๋ ๊ณผ๋ํ
์ค์ผ๊ณผ ํผ์ง๋ฅผ ๊ฑฐํ ์์ด ์ ๊ฑฐํด ์ค๋ค. ์ด๋ ์ ์๋ฌธ์ ํ๊ณ
ํผ์ ธ ๋ง์ ์ฌ๋๋ค์๊ฒ ํํ์ ์ฃผ๊ณ ์๋ค. ๋ ํ๋ ์๋ ค์ง
์ฌ์ค์, ํค์ด๊ฐ ์ด์ง ๋๋ฌ์ธ ๋ ๋ณด๋ค ๋ถ๋๋ฝ๊ณ ์ค๊ธฐ ๋๊ฒ
๋ณด์ธ๋ค๋ ๊ฒ์ด๋ค. ์ฒ์ฐ ์ค์ผ์ ๋ชจ๋ฐ์ ์ข์ ์ํฅ์ ๋ผ์น๋ค.
๋ถ๋ง๋ก ๋ ์ ํ์ ์ฃผ๋ก ์๋ก์กธ(aerosol) ์คํ๋ ์ด
ํํ์ด๋ฉฐ, ์ก์ ์คํ๋ ์ด๋ ์์ฝ์ฌ์ ๊ธฐ์ด๋ก ํ ์ ํ์ด๋ค.
ํ์(talc) ์ ํ์ ํผ์ง์ ๋ถ์๋ฌผ๋ค์ ํก์ํ๋ ๋ น๋ง, ์ ํ ,
๋๋ ์ค๋ฆฌ์นด(silica) ํ์ฐ๋๋ก ๋ง๋ค์ด์ก๋ค. ์์ฝ์ฌ์ ๊ธฐ์ด๋ก
ํ ์ ํ๋ค์ ์ค์ผ๋ก ์ธํด ๋๋ ค ๋ณด์ด๋ ๋ชจ๋ฐ์ ๋ณผ๋ฅจ์ ์ฃผ๋
๋ฐ๋ ํ์ํ ํจ๋ฅ์ ๋ณด์ธ๋ค. ํนํ ๋จธ๋ฆฌ๋ฅผ ๋ฉฐ์น ๋์ ๊ฐ์ง
์์ ์ค์ผ์ด ์๋ ํค์ด๋ ๋ฅ์๋ฃฉํด ๋ณด์ด๋๋ฐ, ์ด ์ ํ์
๋ชจ๋ฐ์ ํ ์ค์ณ์ ๋ณผ๋ฅจ์ ์ฃผ์ด ๊ทธ๋ฌํ ๋ฌธ์ ๋ฅผ ํด๊ฒฐํด ์ฃผ๋ฉฐ,
๋ฉ์ํ๊ฒ ๋ถ์ ํค์ด์ ํ๋ ฅ์ ์ค๋ค. ๊ฑด์ฑ๋ชจ๋ฐ์ด๋ ์ง์ฑ๋ชจ๋ฐ์
์๊ด์์ด, ์์ฆ์ ์๋น์๋ค์ ๊ทธ๋ค๋ง์ ํด๊ฒฐ์ฑ ์ ์ฐพ๊ธฐ ์ํด
์ดํธ๋ฅผ ์ฌ์ฉํ๋ค.
์๊ฐ๋ณด๋ค ๋ง์ ์๋น์๋ค์ด ์ด๋ฌํ ์ดํธ๋ฅผ ์ฌ์ฉํ๊ณ
์ถ์ดํ๋ค. ์ด ์ ํ๋ค์ ์ด๋กฑ๊ณผ ๊ณ ๊ธ ๋ทฐํฐ ์คํ ์ด์์ ์ฃผ๋ก
ํ๋งค๋๊ณ ์์ผ๋ฉฐ, ํธ๋ฆฌํจ๊ณผ ์์ ํจ์ผ๋ก ์ธํด ๊ทธ ์ธ๊ธฐ๋ฅผ
๋ํด๊ฐ๊ณ ์๋ค. ๋๋ผ์ด ์ดํธ๋ ์ผ์์ ์ธ ํด๊ฒฐ์ฑ ์์ผ๋ก ๊ธฐ์กด์
์ธ์ฒ ๋ฐฉ์์ ๋์ฒํ์ง๋ ๋ชปํ๋ค. ์บ ํ์ด๋, ์์๋ก ๋จธ๋ฆฌ๋ฅผ
๊ฐ์ ํจ๊ณผ๋ฅผ ๋ผ ๋, ์ฌํ์ฉ ์ฌ์ด์ฆ ์ ํ๋ค์ด ์ธ๊ธฐ๋ค. ํด๋์ฉ
์ฌ์ด์ฆ๋ ์ง๊ฐ์ ๋ฃ๊ณ ๋ค๋ ์๋ ์๋ค. ์๋น์๋ค์ ์ผ๋ฐ
์ดํธ์ ํจ๊ป ์ด ์ ํ๋ค์ ๊ตฌ์ ํ์ฌ, ์ด๋ ๊ฐ๋ฐฉ์ ๋ฃ์ด๋๊ฑฐ๋
๊ฐ๋จํ๊ฒ ์ฌ์ฉํ๊ธฐ ์ํด ์ง๊ฐ์ ๋ฃ๊ณ ๋ค๋๊ธฐ๋ ํ๋ค.
๋์ฑ์ด ๋๋ผ์ด ์ดํธ๋ ๋ฌผ์ ์ฌ์ฉํ๋ ์ดํธ๊ฐ
๋ง๋ฅด๋ฉด์ ์ ๋ฐ ์ํค๋ ๋ํผ ๊ฐ๋ ค์์ฆ ํ์์ ๊ฐ๊ณ ์์ง
์๋ค. ์ฌ์ฑ๋ค์ ๋งค์ผ ์ดํธ๋ฅผ ํ๋ ๊ฒ์ด ๋ชจ๋ฐ์ ์ฒ์ฐ ์ค์ผ์
์ ๊ฑฐํ์ฌ ๋น๋ฌ์ ์ ๋ฐ์ํฌ ์ ์์ด ์ข์ง ์๋ค๋ ์ฌ์ค์ ์๊ณ
์๋ค. ์ผ๋ถ ์๋น์๋ค์ ๋จธ๋ฆฌ๋ฅผ ํน๊ถ์ฃผ๋ ๊ฒ๋ง์ผ๋ก ๋ํผ์
ํ๋ ฅ์ ์ฃผ๋ฉฐ, ๋ ํ ์ดํธ๋ก๋ถํฐ ๋ฉ๋ฆฌํ ์ ์๋ค๊ณ ํ๋ค. ๊ทธ๋ค์
๊ฐ๋ ค์ด ๋ํผ๋ฅผ ์ด๋ฌํ ๋ฐฉ๋ฒ์ผ๋ก ํผํ ์ ์๋ค๊ณ ๋ฏฟ๊ณ ์๋ค.
์คํ์ ์ฐธ๊ฐํ ์ธ์ ์ค 86%๋ ๋๋ผ์ด ์ดํธ๋ฅผ ์ฌ์ฉํ ํ
๊ฐ๊ฑฐ๋, ๋ณด๋ค ๋์ ๊ฒฐ๊ณผ๋ฅผ ๋ดค๋ค๊ณ ํ๋ค.
์๋น์๋ค์ ์ดํธ์ ํจ์ ๋์ด ์๋ ํฉ์ฐ์ผ(sulfate)
๋ฐ ๊ฐ๋ ฅํ ์ธ์ ์ ํจ๊ณผ์ ๋ชจ๋ฐ์ ๋จ๋ฐฑ์ง์ ๋นผ์์๊ฐ๋ ํํ
์๊ธ ๋๋ฌธ์ ์ดํธ์ ์ฌ์ฉ์ ์์ ํ๋ค. ํฉ์ฐ์ผ์ด ์๋ ์ดํธ๋
pH ์์น๊ฐ 5.5์ด๋ค. ์ด๋ ์ปฌ๋ฆฌ ํค์ด์ ๋ฆด๋ ์์ ์ฌ์ฉ์ผ๋ก
๊ฑด์กฐํด์ง ๋ชจ๋ฐ, ํ์, ๊ทธ๋ฆฌ๊ณ ์ด๊ธฐ๊ตฌ๋ฅผ ์ฌ์ฉํ์ฌ ์คํ์ผ์
continued to p34
August 2011 OTC Beauty Magazine 67
AGENCY: Brand Asset GroupCLIENT: Alberto Culver
BRAND: MotionsPRODUCT: Motions New Silkening Shine Relaxer Kit
SPACE: BACK COVERPUBLICATION: OTC, June 11
TRIM: 9 x 11.75LIVE: 7.5 x 10.55
BLEED: 9.50 x 12.25PRINT SCALE: 100%
COLOR SPECS: 4C/ CMYK Process ColorsEXPORT TIME: March 28
PROGRAM VERSION: Adobe InDesign CS4FONT FAMILY: Outline
AGENCY PRODUCTION CONTACT: Lina Torres, 516-510-7595
*As compared to a liquid activator no lye kit
MOTIONS REINVENTS RELAXED HAIR
Turn up the shine with Motions Silkening Shine Relaxer System, the ONLY relaxer featuring patent-pending Gel Shine-NfusionTM Technology.
Immerse each strand in deep and intense conditioners at every step:before, during and after the relaxing process.
WWW.MOTIONSHAIR.COM
*As compared to our liquid activator no lye kit**After one use as compared to untreated hair
ยฉ 2
011
Alb
erto
Cul
ver
Com
pany
34 OTC Beauty Magazine August 2011
Finished Productcausing dry scalp and dandruff. These shampoos also strip the benefits of chemical processes that may have been used. Most people think that dry shampoos are not beneficial to African American consumers, but that is a myth. More and more multicultural women have discovered the secret: dry shampoo has many benefits that are virtually unknown. Dry shampoos are on the shelf in mass, both online and in prestigious outlets. They are also now being marketed to the multicultural consumer. Why has this been a secret to the African American OTC consumer for so long? Perhaps itโs because most of these consumers have already opted to shampoo only once a week or less. (Notice how the shampoo category has always been a minor segment of the market.) Also take note that outside of the special moisturizing formulas, a bargain shampoo proves to be just as good as any. Dry shampoo is the new hair secret. Dry shampoo on black womenโs hair has become important because of the extensions, weaves and intricate braid styles worn. Mixed-in artificial hair needs freshening up just as natural tresses do. Without shampooing and starting all over, a dry revving up can be accomplished by refreshing the scalp, restoring body and leaving in the natural oils. Less shampooing also enables freshly straightened hair to remain sealed whereas caustic shampoos raise the cuticle making it difficult to achieve a polished sleek look.Itโs no secret that the salon look is lost after the first in-home shampoo. For example, relaxers tend look less straight after washing. These women can take comfort in the fact that they donโt have to be captive to their hair and sacrifice the lifestyle of dancing, clubbing and enjoying a spa treatment. They also donโt have to be held in a prison of itchiness that causes a quick tap to the head to soothe the scalp. They can simply spray the roots with this product then brush or blow the specs away. Boosting the hair at the root level keeps the hair looking full of body and volume and less flat. The dry shampoo secret is no longer under wraps as a result of current economic strain. Many women want to cut down on the amount of salon visits or amount of money they spend by starting from scratch each morning. This is reflective of many lifestyle changes that OTC customers will face. Additionally, two style trends have contributed to the recent growth in popularity of dry shampoos. In the last two years several brands used in upscale salons have encouraged the use of these products as a style trend. Structured beehives and French twists can be untangled into a new style with the help of a spraying and fluffing up. This adds versatility and texture that many consumers like. Since most relaxed hair patrons wind up with dry hair, dry shampoos can make the hair look and feel fresh and less greasy until it is washed again. Your natural hair, weave or lock consumers can easily add dry shampoos to their purchases. This investment causes less shampoo visits and a more carefree management of their style. Dry shampoos should add excitement in OTC stores as consumers attempt to redefine the concept of shampooing.
๋ง๋ ํค์ด์ ์ด์์ ์ด๋ค. ํฉ์ฐ์ผ์ด ํฌํจ๋ ์ดํธ๋ pH ์์น๊ฐ
9.5์์ 10์ด๋ฉฐ, ๋ชจ๋ฐ์ ํ๋ฉด์ ๋ถํ๋ฆฌ๊ณ , ๊ฑฐ์น ๋๋์ ์ฃผ๊ฑฐ๋
๋ํํ๊ฒ ๋ณด์ด๊ฒ ๋ง๋ ๋ค.
์ฌํ ๊ณฑ์ฌ๋จธ๋ฆฌ์ ์๋น์๋ ์ฃผ๋ก ๊ฑด์ฑ ๋ชจ๋ฐ์ ๊ฐ์ง๊ณ
์์ผ๋ฉฐ, ๋ํผ์์ ๋ฐ์ํ ์ค์ผ์ด ์ ์ ๋ฌ๋์ง ์์ ๋ชจ๋ฐ ๋์ด
๊ฑด์กฐํด์ง๋ ํ์์ ๋ณด์ธ๋ค. ํฉ์ฐ์ผ์ ๋ชจ๋ฐ๊ณผ ๋ํผ์์ ํ์
์ค์ผ์ ๋นผ์์ ๊ฐ๊ธฐ ๋๋ฌธ์ ๊ฑด์ฑ๋ํผ๋ ๋น๋ฌ์ ์ ๋ฐํ๋ค.
์ด๋ฌํ ์ดํธ๋ ๋ชจ๋ฐ์ ์ฌ์ฉํ ํํ ์ ํ์ ์ฑ๋ฅ์ ๋นผ์๊ธฐ๋
ํ๋ค. ๋๋ถ๋ถ์ ์๋น์๋ค์ ๋๋ผ์ด ์ดํธ๊ฐ ํ์ธ๋ค์๊ฒ๋ ํจ๋ฅ์ด
์๋ค๊ณ ์๊ฐํ๋๋ฐ, ์ด๋ ์๋ชป๋ ์๊ฐ์ด๋ค. ์ ์ ๋ง์ ํ์ธ
์ฌ์ฑ๋ค์ ๋๋ผ์ด ์ดํธ์ ์๋ ค์ง์ง ์์ ํจ๋ฅ์ ๋ํด ์์๊ฐ๊ณ
์๋ค.
๋๋ผ์ด ์ดํธ๋ ๋ํ ์๋งค์์ ์ ๋ฐ์ด๋, ์จ๋ผ์ธ ๋ฐ ์ ๋ช
๋งค์ฅ์ ์ง์ด๋์ด ์์ผ๋ฉฐ, ์ด์ ๋ ํ์ธ ์๋น์๋ค์๊ฒ๋ ํ๋งค๋๊ณ
์๋ค. ์ ์ด๋ฌํ ์ ํ์ด ํ์ธ ์๋น์๋ค์๊ฒ ์ค๋ซ๋์ ์๋ ค์ง์ง
์์๋๊ฐ? ์๋ง๋ ๋๋ถ๋ถ์ ์๋น์๋ค์ด ์ผ์ฃผ์ผ์ ํ๋ฒ, ๋๋
๊ทธ ์ดํ๋ก ์ดํธ๋ฅผ ์ฌ์ฉํ๊ณ ์๊ธฐ ๋๋ฌธ์ผ ๊ฒ์ด๋ค. (์ดํธ์ ํ๋ค์ด
๋ง์ผ์์ ํญ์ ๋น์ฃผ๋ฅ ์ ํ์ด์๋ ๊ฒ์ ์๊ฐํด๋ผ). ๋๋ผ์ด
์ดํธ๋ ์๋ก์ด ํ๋ ์นด๋์ด๋ค. ๋๋ผ์ด ์ดํธ๋ ์ต์คํ ์ ,
์๋น, ๊ทธ๋ฆฌ๊ณ ๋ธ๋ ์ด๋ ์คํ์ผ์ ํ๋ ํ์ธ ์ฌ์ฑ๋ค์๊ฒ
๋์ฑ ์ค์ํ ์ ํ์ด ๋์๋ค. ๊ฐ์ง ํค์ด๋ค๋ ์๋์ ํค์ด์
๋ง์ฐฌ๊ฐ์ง๋ก ์ ์ ํจ์ ํ์๋ก ํ๋ค. ๋๋ผ์ด ์ดํธ๋ ์ดํธ๋ฅผ
ํ์ง ์๊ณ ๋ ๋ํผ๋ฅผ ์ ์ ํ๊ฒ ํด์ฃผ๋ฉฐ ์ฒ์ฐ ์ค์ผ์ ์ ์งํ ์
์๊ฒ ๋ง๋ค์ด์ค๋ค. ๋ํ ์ดํธ๋ฅผ ๋ ํจ์ผ๋ก ํด์ ์คํธ๋ ์ดํธ๋ฅผ
ํ ํค์ด๋ฅผ ์ ์งํ ์ ์์ผ๋ฉฐ, ๋ ํ ์ดํธ๋ก ์ธํด ๋ชจ๋ฐ ํํผ๊ฐ
๋ถํ์ด์ ธ ์คํ์ผ์ด ๋ง๊ฐ์ง๋ ๊ฒ์ ๋ฐฉ์งํ ์ ์๋ค.
์ด๋กฑ์์ ๋ง๋ ์คํ์ผ์ ํ๋ฒ์ ์ดํธ๋ก ๋ง๊ฐ์ง ์
์๋ค. ์๋ก, ์ดํธ๋ฅผ ํ๊ณ ๋๋ฉด ๋ฆด๋ ์๋ฅผ ํ ๋ชจ๋ฐ์ด ๋ ๊ณง๊ฒ
๋ณด์ด๋ ํ์์ ๋ค ์ ์๋ค. ์ฌ์ฑ๋ค์ ์ถค์ ์ถ๊ณ , ํด๋ฝ์ ๊ฐ๊ณ ,
์คํ๋ฅผ ๋ค๋ ๋ ๊ทธ๋ค์ ํค์ด๋ฅผ ๋ง์น์ง ์์ ์ ์๋ค. ๋ํ
๋ํผ๋ฅผ ๋๋๋ฆฌ๋ฉฐ ๊ฐ๋ ค์์ ๋ ์ด์ ์ฐธ์ง ์์๋ ๋๋ค. ๊ฐ๋จํ
๋ฟ๋ฆฌ๋ถ๋ถ์ ์ ํ์ ๋ฟ๋ฆฌ๊ณ ๋ธ๋ฌ์๋ฅผ ํ๋ฉด ๋๋ค. ๋ชจ๋ฐ์
๋ฟ๋ฆฌ๋ถ๋ถ์ ๋ถํ๋ ค์ฃผ๋ฉด ์ ์ฒด์ ์ธ ๋ณผ๋ฅจ์ด ์ด์ ๋ฉ์ํด ๋ณด์ด์ง
์๋๋ค.
ํ์ฌ์ ๊ฒฝ์ ์ ์๊ธฐ๋ก ์ธํด ๋๋ผ์ด ์ดํธ๊ฐ ๋ ์ด์
ํผํด๋ฅผ ๋ณด๊ณ ์์ ํ์๊ฐ ์๋ค. ๋ง์ ์ฌ์ฑ๋ค์ด ์ด๋กฑ๋ฐฉ๋ฌธ ๋น์ฉ๊ณผ
์์นจ์ ์ผ์ด๋์ ์๋ก ๋จธ๋ฆฌ๋ฅผ ํด์ผ ํ๋ ๋น์ฉ์ ์ ์ฝํ๊ณ ์๋ค.
์ด๋ฌํ ํ์์ ์ผ์์ ๋ง์ ์ํฅ์ ๋ผ์น๋ค. ๋ํ, ๋ ๊ฐ์ง์
์ ํ ์คํ์ผ์ด ์์ฆ์ ๋๋ผ์ด ์ดํธ ์ ๋ช ์ธ๋ฅผ ๋ถ๊ฐ์ํค๊ณ
์๋ค. ๊ณ ๊ธ ์ด๋กฑ์์ ์ง๋ 2๋ ๊ฐ ์ฌ๋ฌ ๊ฐ์ง ์ ํ๋ค์ด ์คํ์ผ์
๋ง๋๋๋ฐ ์ฌ์ฉ๋๊ณ ์์ด ์๋น์๋ค์ ์ฌ์ฉ์ด ๋์ด๋๊ณ ์๋ค.
๋ฒ์ง ์คํ์ผ๊ณผ ํ๋ ์น ํธ์์คํธ๋ ์คํ๋ ์ด์ ์ฌ์ฉ์ผ๋ก ์ธํด
์ํค์ง ์๊ณ ์๋ก์ด ์คํ์ผ์ ๋ง๋ค ์ ์๋ค. ์ด๊ฒ์ ์๋น์๋ค์ด
์ ํธํ๋ ๋ค์ํ ์คํ์ผ์ ๋ง๋ค ์ ์๊ฒ ํด์ค๋ค.
๋ฆด๋ ์๋ฅผ ์ฌ์ฉํ ์๋น์๋ค์ ๋ชจ๋ฐ์ ๊ฑด์กฐํด์ง๊ธฐ
๋ง๋ จ์ธ๋ฐ, ๋๋ผ์ด ์ดํธ๋ฅผ ์ฌ์ฉํจ์ผ๋ก์จ ๋ค์ ๊ฐ์ ๋๊น์ง
๊ทธ๋ค์ ๋ชจ๋ฐ์ ์ ์ ํ๊ณ ๋ ๊ธฐ๋ฆ์ง๊ฒ ๋ง๋ค์ด ์ค๋ค. ์์ฐ ๋ชจ๋ฐ
๋๋ ์๋น์ ํ๊ณ ์๋ ์ฌ๋ฌ๋ถ์ ์๋น์๋ค์ ์ฝ๊ฒ ๋๋ผ์ด
์ดํธ๋ฅผ ๊ตฌ์ ํ ์ ์๋ค. ์ด๋ ์ดํธ์ ์ฌ์ฉ์ ์ค์ฌ์ฃผ์ด ๊ทธ๋ค์
ํค์ด์คํ์ผ์ ์ข๋ ์ค๋ ์ ์งํ ์ ์๊ฒ ๋ง๋ค์ด ์ค๋ค. ๋๋ผ์ด
์ดํธ๋ OTC์คํ ์ด์ ์๋น์๋ค์๊ฒ ์ดํธ์ ๋ํ ๊ฐ๋ ์
๋ฐ๊พธ์ด์ค ๊ฒ์ด๋ค.
Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skin care and other consumer categories for such firms as Chesebrough-Pondโs, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments for hair, skin and scalp led to the creation of the Womenโs Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence. ESME Market Specialists, LLC consults with firms that
require expertise in strategy development, multicultural marketing and account planning. For more information, visit www.esmemarketspecialists.com.
continued from p32
August 2011 OTC Beauty Magazine 67
August 2011 OTC Beauty Magazine 67
by Dr. Edward Tony Lloneau
K-t-KKnowledge to Know
38 OTC Beauty Magazine August 2011
CorreCting a Common mistakeby manufacturers in regards to neutralizing shampoos for relaxers
Some manufacturers of hair relaxers mistakenly use the wrong pH for their neutralizing shampoos. The reason for this is that they know the normal pH of the hair and body is 5.5. With that information, they
lower the pH of their neutralizing shampoo to that same level. However, they do not take into account that when the shampoo is applied to hair that has just been relaxed the pH of the hair at that point is the same as the relaxer โ about 12 to 14. This means that the pH of the shampoo will be raised from 5.5 to about 8 or 9 and will leave the hair at a high and dangerous pH level. This is because the high pH of the relaxer diluted the level of the shampoo so that they cancel each other out. The result is a lowered relaxer and shampoo pH. The correct pH of an effective neutralizing shampoo should be about 3.5 to 4.0 in order to ensure the pH of the hair after neutralizing will arrive at 5.5 from a starting point of 13 or higher. One of the reasons there are so many complaints of hair breakage and deterioration after relaxer treatments is because the pH of the neutralizing shampoo was not low enough to compensate for the level of the hair when first applied. When doing a relaxer procedure, there should be at least two applications of the neutralizing shampoo. The first soaping will initially lower the hair pH to about 8 or 9. The second soaping will start at that range and bring the pH down to the normal and safe range of 5.5, but only if the neutralizer is at a level between 5.5 and 4.0 or lower. It is also important to note that the neutralizing shampoo should be left on the hair for eight minutes or more because it takes that long for the active ingredient to penetrate to the core of the hair and
๋ฆด๋ ์ ์คํ์ดํธ๋ฅผ ๋ง๋๋ ์ ์กฐ์ฌ๋ค์ด ๋ฒํ๋ ํํ ์ค์๋ค
์ผ๋ถ ๋ฆด๋ ์๋ฅผ ์ ์กฐํ๋ ๊ณต์ฅ๋ค์ ์คํ
์ดํธ์ ์๋ชป๋ ์์น์ pH๋ฅผ ์ฌ์ฉํ๋
์ค์๋ฅผ ์ ์ง๋ฅธ๋ค. ๊ทธ ์ด์ ๋, ์ ์กฐ์ฌ๋ค
์ด ๋ชจ๋ฐ์ ์ฌ์ฉํ๋ ์ ํ์ ํ๊ท pH
์์น๋ฅผ 5.5๋ก ์๊ณ ์๊ธฐ ๋๋ฌธ์ด๋ค. ์ด๋ฌํ ์ง์์ผ๋ก ์ธ
ํด ์ ์กฐ์ฌ๋ค์ ์คํ ์ดํธ์ pH ์์น๋ฅผ ๊ทธ๊ฒ๊ณผ ๊ฐ์ด ๋ง
์ถ์๋ค. ํ์ง๋ง, ๋ฆด๋ ์๋ฅผ ์ฌ์ฉํ ๋ชจ๋ฐ์ pH๊ฐ 12์์
14๊ฐ ๋๋ค๋ ๊ฒ์ ๊ณ ๋ คํ์ง ์์๋ค. ์ด ๋ง์ ์ดํธ์ pH
์์น๊ฐ 5.5์์ 8 ๋๋ 9๋ก ๋์์ ธ ๋ชจ๋ฐ์ ์ํํ ์์น
์ pH๋ฅผ ๋จ๊ฒจ๋๊ฒ ๋๋ค๋ ๋ง์ด๋ค. ๊ทธ ์ด์ ๋ ๋์ pH
์ ๋ฆด๋ ์๊ฐ ์ดํธ์ ์์น๋ฅผ ์ฝํ์์ผ ์๋ก์ ๊ธฐ๋ฅ์ ๋ง
๋น์ํจ๋ค๋ ๋ป์ด๋ค. ๋ฐ๋ผ์ ๋ฆด๋ ์์ ์ดํธ์ pH๋ฅผ ๋ฎ
์ถ๊ฒ ๋๋ค.
ํจ๊ณผ์ ์ธ ์คํ ์ดํธ์ ์ฌ๋ฐ๋ฅธ pH์์น๋ 3.5์
์ 4.0์ฌ์ด์ด๋ค. ์ด๋ 13์ด๋ ๊ทธ ์ด์์ ์์น๋ฅผ 5.5๋ก
๋์ด๋ด๋ ค์ผ ํ๊ธฐ ๋๋ฌธ์ด๋ค. ๋ชจ๋ฐ ๋ถ์์ง๊ณผ ๋ฆด๋ ์๋ฅผ ์ฌ
์ฉํ ํ ์คํ์ํค๋ ๊ณผ์ ์ ๋ฌธ์ ๊ฐ ๋ง์ ์ด์ ๋, ์คํ
์ดํธ๊ฐ ๋ชจ๋ฐ์ pH์์น๋ฅผ ๋ฎ์ถฐ์ค ๋งํผ ์ถฉ๋ถํ ๋ฎ์ง ์
๊ธฐ ๋๋ฌธ์ด๋ค.
๋ฆด๋ ์๋ฅผ ์ฌ์ฉํ๋ ๊ณผ์ ์์๋ ์ต์ํ 2๋ฒ ์ด
์ ์คํ์ดํธ๋ฅผ ์ฌ์ฉํด์ผ ํ๋ค. ์ฒซ ๋ฒ์งธ๋ pH์์น๋ฅผ 8
์์ 9์ฌ์ด๋ก ๋ฎ์ถ๋ ์์ฉ์ ํ๋ ๊ฒ์ด๋ฉฐ, ๋ ๋ฒ์งธ๋
pH์์น๋ฅผ ์์ ํ 5.5๋ก ๋ฎ์ถ๋ ์ญํ ์ ํ๋ ๊ฒ์ธ๋ฐ, ์ค
ํ์ ์ ์์น๊ฐ 5.5, ๋๋ 4.0์ดํ์ผ๋๋ง ํด๋น๋๋ค. ์ค
ํ์ดํธ๋ฅผ ๋ฐ๋ฅด๊ณ ๋์ 8๋ถ ์ด์์ ๊ทธ๋๋ก ๋ฌ์ผ ํ๋๋ฐ,
August 2011 OTC Beauty Magazine 39
stop (neutralize) the active ingredient in the relaxer. More than two applications of the shampoo can be administered as insurance of complete neutralization, but no matter how many washes you do, the shampoo must be left in for at least eight minutes in all. In simple terms, in order to go from a higher to a lower pH you must use a neutralizer that is lower then the level you want in order to arrive at the pH you desire. Another common mistake associated with relaxer neutralizing is that the final neutralizing soaping is followed by a final soaping with a detangling shampoo. These are excellent shampoos for their intended purpose, but serving as part of a relaxer procedure is not one of them. This type of shampoo contains polymers that coat the hair shaft in order to render the hair tangle free without the use of cream rinses or balsams. On relaxed hair this coating will lock out the final step in the relaxer treatment, resulting in the much-needed conditioners in the moisturizing cream not getting through to the inner core of the hair. This will cause the hair to break, shed within a very short time and appear to be dry and lifeless.
In order for shampoo to be considered โpH balancedโ the pH of the product must be between 5.5 and 7. In order to be a neutralizing shampoo the level has to be below 4. For that reason all neutralizing shampoos are not pH balanced, and shampoos that are will not neutralize because the level is not low enough to stop or neutralize the relaxer.
RemembeR, haiR Relaxing takes place both on and in the haiR. neutRalizeRs and conditioneRs must be able to get into the haiR, not just on it.
The correct pH of an effective neutralizing shampoo should be about 3.5 to 4.0โ
์ด๋ ํ์ฑ ์ฑ๋ถ์ด ๋ชจ๋ฐ์ ์นจํฌ๋์ด ๋ฆด๋ ์์ ํ์ฑ์ฑ๋ถ์
์ ์ง์ํค๋๋ฐ ์๊ฐ์ด ๊ฑธ๋ฆฌ๊ธฐ ๋๋ฌธ์ด๋ค. ์ดํธ๋ฅผ 2๋ฒ ํจ์ผ
๋ก ํด์ ์์ ํ ์คํ์ ์์ ์ฅ์น๋ฅผ ํ๋ ๊ฒ์ธ๋ฐ, ์ดํธ๋ฅผ
๋ช ๋ฒ ํ๋์ง ๊ด๊ณ์์ด ์ต์ํ 8๋ถ๋์ ์ดํธ๋ฅผ ํ ์ํ
๋ก ๋๋ฌ์ผ ํ๋ค. ๊ฐ๋จํ ๋งํด์ ๋์ ์์น์ pH์์ ๋ฎ
์ ์์น๋ก ๋ง๋ค๋ ค๊ณ ํ ๋ ์ํ๋ pH์์น๋ณด๋ค ๋ฎ์ ์์น
์ ์คํ์ ๋ฅผ ์ฌ์ฉํด์ผ ํ๋ค.
๋ฆด๋ ์๋ฅผ ์ฌ์ฉํ๋ ๊ณผ์ ์์ ์คํ๋ฅผ ํ ๋ ์ ์ง
๋ฅด๋ ๋ ๋ค๋ฅธ ํํ ์ค์๋, ๋ง์ง๋ง ์คํ ์ดํธ๋ฅผ ํ๊ณ ๋ค
์์ผ๋ก ์ํด์ ํ์ด์ฃผ๋ ์ดํธ(detangling shampoo)๋ฅผ
์ฌ์ฉํ๋ค๋ ๊ฒ์ด๋ค. ์ด๋ฌํ ์ข ๋ฅ์ ์ดํธ๋ ์๋์ ๊ธฐ๋ฅ
์ ๋ฐ์ด๋ ์ดํธ์ด์ง๋ง, ๋ฆด๋ ์๋ฅผ ์ฌ์ฉํ๋ ๊ณผ์ ์๋ ์ด
์ธ๋ฆฌ์ง ์๋๋ค. ์ด๋ฐ ์ข ๋ฅ์ ์ดํธ๋ ์ํด์ ํ์ด์ฃผ๊ธฐ ์
ํด ๋ชจ๋ฐ์ ํํผ๋ฅผ ์ฝํ ํ๋ ๊ธฐ๋ฅ์ธ ํด๋ฆฌ๋จธ๋ฅผ ํจ์ ํ๊ณ
์๋ค. ๋ฆด๋ ์๋ฅผ ์ฌ์ฉํ ๋ชจ๋ฐ์ ์ด๋ฌํ ์ฝํ ์ ํ๋ ๊ฒ์
๋ฆด๋ ์ ๊ณผ์ ์ ๋ง์ง๋ง ๋จ๊ณ๋ฅผ ํ์ํ์ฌ ๋ฌด์๋ณด๋ค ํ์ํ
์ปจ๋์ ๋์ ์๋ถ ํฌ๋ฆผ์ด ๋ชจ๋ฐ ์๊น์ง ์นจํฌํ๋ ๊ฒ์ ๋ง
๋ ๊ฒฐ๊ณผ๋ฅผ ๊ฐ์ ธ์จ๋ค. ์ด๋ก ์ธํด ๋ชจ๋ฐ์ ์งง์ ์๊ฐ์ ์์
์ ์ ๊ฒ ๋๋ฉฐ, ์๊ธฐ ์์ด ๋ณด์ธ๋ค.
โpH ๋ฐธ๋ฐ์คโ๋ก ๋ถ๋ฅ๋๋ ์ดํธ๋ pH์์น๊ฐ
๋ฐ๋์ 5.5์์ 7์ด ๋์ด์ผ ํ๋ค. ์คํ๋ฅผ ์
ํค๋ ์ดํธ๋ 4์ดํ์ ์์น๋ฅผ ๊ฐ์ง๊ณ ์์ด์ผ
ํ๋ค. ์ด๊ฒ์ผ๋ก ๋ณผ ๋ ๋ชจ๋ ์คํ ์ดํธ๋ pH
๋ฐธ๋ฐ์ค๋ฅผ ๋ง์ถ ๊ฒ ์ผ๋ฟ, ์ถฉ๋ถํ ๋ฎ์ pH์์น
๋ฅผ ๊ฐ์ง๊ณ ์์ง ์๊ธฐ ๋๋ฌธ์ ๋ฆด๋ ์๋ฅผ ์คํ
์ํฌ ์ ์๋ค.
๋ช ์ฌํ ๊ฒ์, ๋ฆด๋ ์๋ ๋ชจ๋ฐ์ ๊ฒ๊ณผ ์์ ์นจํฌํ
๋ค๋ ๊ฒ์ด๋ค. ์คํ์ ์ ์ปจ๋์ ๋๋ ๋ชจ๋ฐ์ ๊ฒ๋ฟ๋ง ์๋
๋ผ ๋ฐ๋์ ๋ชจ๋ฐ ์์ผ๋ก๋ ์นจํฌ๋ฅผ ํด์ผ ํ๋ค.
๋ ํ๊ฐ์ง, ๋ฆด๋ ์ ์คํ์ ๋ํด ์๋ชป ์๊ณ ์๋
์ฌ์ค์ ๋จ์ํ ๋ฌผ๋ก์๋ ์คํ๋ฅผ ์ํฌ ์ ์๋ค๋ ์๊ฐ์ด
40 OTC Beauty Magazine August 2011
K-t-K
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.
Another common myth about hair relaxing neutralizing is that the relaxer can be neutralized with plain water. Plain water with a pH between 6 and 8 may stop the burning of the relaxer on the scalp and retard the relaxer on the surface of the hair shaft, but it will not stop or neutralize the relaxer that is in the hair. This is because plain water does not have a low enough pH to penetrate the hair and reach the relaxer that is in the hair where relaxing takes place. Do not use a detangling shampoo as a pre-shampoo for conditioning treatments or as a maintenance shampoo on curly permed hair because it will lock out the activators and moisturizers. A low pH shampoo is recommended as a maintenance shampoo for hair that has been chemically treated with relaxers, curly perms or permanent color. If hair has an oily buildup you should first shampoo with a cleansing shampoo that has a high pH in order to dissolve the oil, and then do a final soaping with a balanced or moisturizing shampoo to lower the pH to a normal and safe range.
800.223.8217www.gonesh.com800.223.8217
๋ค. pH ์์น๊ฐ 6์์ 8์ธ ๋ฌผ์ ๋ํผ์ ๋ฌป์ด์๋ ๋ฆด๋
์๋ฅผ ์ป์ด๋ด๊ณ ๋ชจ๋ฐ ํ๋ฉด์ ๋ฌป์ด์๋ ๋ฆด๋ ์๋ฅผ ์ง์ฐ์
ํฌ ์๋ ์๊ฒ ์ง๋ง, ๋ชจ๋ฐ ์์ ์นจํฌํ ๋ฆด๋ ์๋ฅผ ์คํ์
ํค์ง๋ ๋ชปํ๋ค. ์ด๋, ๋ณดํต์ ๋ฌผ์๋ ๋ฆด๋ ์๊ฐ ์ค๋ฉฐ๋ค
์ด์๋ ๋ชจ๋ฐ์ ์นจํฌํ ๋งํผ์ ๋ฎ์ pH๊ฐ ํจ์ ๋์ด ์
์ง ์๊ธฐ ๋๋ฌธ์ด๋ค. ์ํด์ ํ์ด์ฃผ๋ ์ดํธ๋ฅผ ํํค์ด์
์ปจ๋์ ๋ํ๊ธฐ ์ ์ด๋ ๊ด๋ฆฌ์ฉ(maintenance) ์ดํธ๋ก
์ฌ์ฉํ์ง ๋ง์๋ผ. ์๋ํ๋ฉด, ์ด๋ฌํ ์ดํธ๋ ํ์ฑ์์
์ ๋ชจ์ด์ค์ฒ๋ผ์ด์ ๋ฅผ ํ์ํ๊ธฐ ๋๋ฌธ์ด๋ค.
๋ฎ์ pH์ดํธ๋ ๋ฆด๋ ์๋, ํ, ์ผ์์ฝ๊ณผ ๊ฐ์
ํํ์ ํ์ ์ฌ์ฉํ ๋ชจ๋ฐ์ ๊ด๋ฆฌ์ฉ ์ดํธ๋ก ์ฌ์ฉํ๋ฉด ์ข
๋ค. ๊ธฐ๋ฆ๊ธฐ๊ฐ ์๋ ๋ชจ๋ฐ์๋ ๋์ pH์์น์ ์ดํธ๋ฅผ ์ฌ
์ฉํ์ฌ ์ค์ผ์ ์ ๊ฑฐํด์ค์ผ ํ๋ฉฐ, ๋ฐธ๋ฐ์ค ์ดํธ๋ ๋ชจ์ด
์ค์ฒ๋ผ์ด์ง ์ดํธ๋ก ๋ง๋ฌด๋ฆฌํ์ฌ pH๋ฅผ ์์ ์ ์ธ ์์น๋ก
๋ฎ์ถ์ด์ผ ํ๋ค.
๋ช ์ฌํ ๊ฒ์, ๋ฆด๋ ์๋ ๋ชจ๋ฐ์ ๊ฒ๊ณผ ์์ ์นจํฌํ๋ค๋ ๊ฒ์ด
๋ค. ์คํ์ ์ ์ปจ๋์ ๋๋ ๋ชจ๋ฐ์ ๊ฒ๋ฟ๋ง ์๋๋ผ ๋ฐ๋์ ๋ชจ๋ฐ
์์ผ๋ก๋ ์นจํฌ๋ฅผ ํด์ผ ํ๋ค.โ
August 2011 OTC Beauty Magazine 37
42 OTC Beauty Magazine August 2011
How to make Hair HealtHyI t c hy S c a l p R e l i e f
There are many things that can cause itchy scalp. Hair chemicals are one of them. Perming your hair and dying it takes out essentials oils from your hair that are very important when it comes to having healthy hair and scalp.
Relaxing your hair can cause dry scalp, split ends and hair breakage if not properly cared for. Coloring your hair will also cause damage to it. Try using hair color that does not have harsh chemicals. Blow drying your hair will make it dry and brittle. When washing your hair, if you have time let it air dry. Gently squeeze the water out of your hair โ rubbing it roughly will add more frizz. Itchy scalp means that your head is not in its best shape. There are a few methods that I use to get rid of my itchy head and I have not itched since, except when it was time for a wash. Follow these hair care tips to get rid of itchy scalp and to get your hair healthier than ever.
Use a deep conditioning shampooโข that will soften and strengthen your hair without over drying it. Wash hair at least once a week.
After shampooingโข use a deep conditioner or hot oil treatment. If you prefer to use both, leave the regular conditioner in for a few minutes and rinse. Then apply hot oil treatment and leave on for at least a half an hour with a plastic cap on and rinse completely out. You can use the hot oil treatment every week and then once every two weeks once your hair is back healthy again. Giving your hair this treatment will keep it strong and healthy.
๋ํผ์ ๊ฐ๋ ค์์ฆ์ ์ ๋ฐํ๋ ๋ฐ๋ ์ฌ๋ฌ ๊ฐ์ง
์์ธ๋ค์ด ์๋ค. ๊ทธ ์ค ํ๋๋ ํํ์ ํ๋ค์ด
๋ค. ํ์ ํ๊ฑฐ๋ ์ผ์์ ํ๋ฉด ๊ฑด๊ฐํ ๋ชจ๋ฐ๊ณผ
๋ํผ๋ฅผ ์ ์งํ๊ธฐ ์ํด ๋ฐ๋์ ํ์ํ ์ค์ผ์
๋นผ์๊ธฐ๊ฒ ๋๋ค. ๋ฆด๋ ์ฑ(relaxing)์ ํ๊ณ ์ ์ ํ ๊ด๋ฆฌ๋ฅผ ํ์ง
์์ผ๋ฉด ๋ํผ๋ฅผ ๊ฑด์กฐํ๊ฒ ๋ง๋ค๊ณ ๋ชจ๋ฐ์ ๋์ ๊ฐ๋ผ์ง๊ฒ ๋ง๋ค
๋ฉฐ ๋ชจ๋ฐ์ ์์์ ๊ฐ์ ธ์จ๋ค.
์ผ์์ ํ๋ ๊ฒ ๋ํ ๋ชจ๋ฐ์ ์์์ ์ค๋ค. ๋ ํ ํํ
์ฑ๋ถ์ด ๋ค์ด์์ง ์์ ์ผ์์ ํ์ ์ฌ์ฉํ๋๋ก ํด๋ผ.
ํค์ด ๋๋ผ์ด์ด๋ฅผ ์ฌ์ฉํ๋ฉด ๋ชจ๋ฐ์ ๊ฑด์กฐ์ํค๊ณ ํ๋ ฅ
์ ์๊ฒ ๋ง๋ ๋ค. ๋จธ๋ฆฌ๋ฅผ ๊ฐ์ ํ ์๊ฐ์ด ์๋ค๋ฉด ์์ฐ์ ์ผ๋ก
๋ง๋ฅด๊ฒ ํด๋ผ. ๋ชจ๋ฐ์์ ๋ฌผ์ ์ง๋ธ ํ ๊ฑฐ์น ๊ฒ ๋น๋น๋ฉด ํ๋ฆฌ์ฆ
(frizz)ํจ์ ๋ํ๊ฒ ๋๋ค. ๊ฐ๋ ค์์ฆ์ ์ฌ๋ฌ๋ถ์ ๋ํผ๊ฐ ์ต๊ณ
์ ์ํ๊ฐ ์๋์ ์๋ ค์ฃผ๋ ๊ฒ์ด๋ค. ๋ด๊ฐ ๊ฐ๋ ค์์ฆ์ ์์ ๊ธฐ
์ํด ์ฌ์ฉํ๋ ๋ช ๊ฐ์ง ๋ฐฉ๋ฒ์ด ์๋๋ฐ, ์ด ๋ฐฉ๋ฒ์ ์ฌ์ฉํ ํ
๋ก๋ ๋จธ๋ฆฌ๋ฅผ ๊ฐ์ง ์์์ ๊ฒฝ์ฐ๋ฅผ ์ ์ธํ๊ณ ๋ ๊ฐ๋ ค์์ด ์ฌ๋ผ
์ก๋ค.
๋ค์์ ๋ฐฉ๋ฒ์ ์ฌ์ฉํ์ฌ ๋ํผ์ ๊ฐ๋ ค์์ฆ์ ์์ ๊ณ ๊ฑด๊ฐํ
๋ชจ๋ฐ์ ๋ง๋ค์ด๋ผ.
๋ชจ๋ฐ์ ์ฌํ๊ฒ ๊ฑด์กฐ์ํค์ง ์์ผ๋ฉฐ ๋ถ๋๋ฝ๊ณ ๊ฐํ๊ฒ ๋ง๋คโข
์ด์ฃผ๋ ๋ฎ ์ปจ๋์ ๋(deep conditioning) ์ดํธ๋ฅผ ์ฌ์ฉํด
๋ผ. ์ต์ํ ์ผ์ฃผ์ผ์ ํ๋ฒ ๋จธ๋ฆฌ๋ฅผ ๊ฐ์๋ผ.
์ดํธ๋ฅผ ํ ํ์ ๋ฎ ์ปจ๋์ ๋๋ ๋จ๊ฑฐ์ด ์ค์ผ ํธ๋ฆฌํธ๋จผํธโข
๋ฅผ ์ฌ์ฉํด๋ผ. ๋ง์ฝ ๋ ๊ฐ์ง ๋ชจ๋๋ฅผ ์ฌ์ฉํ๋ ค ํ๋ค๋ฉด, ์ผ
by Lorna Darden
K-t-KKnowledge to Know
๊ฑด๊ฐํ ๋ชจ๋ฐ์ ๋ง๋๋ ๋ฒ๋ถ์ : ๋ํผ ๊ฐ๋ ค์์ฆ ์น๋ฃ
August 2011 OTC Beauty Magazine 33
Give Your Hair a
NEW
44 OTC Beauty Magazine August 2011
K-t-K
After conditioning your hair and once it is dry, before you begin โข
to style it, take time to lightly grease your scalp before applying heat to it. Massage your scalp with grease or an oil lotion. This will nourish and stimulate the scalp, which will open up the hair follicles, let them breathe and allow your hair to sprout out more new growth.
Later in the week if you feel your hair is dry, โข gently grease and massage it again making sure it gets the oils all the way through and comb. It is an exceptional hair care product without the big price. You donโt have to spend a lot of money to get the best results.
Furthermore, wear a satin cap to bed every night. A satin cap not only holds your hairstyle, but it also aids in locking in the essentials oils from your hair. It will maintain your hair nutrients, prevent breakage and keep it healthy looking. I say this because lying on the pillow causes friction towards the hair which will dry it out and set off breakage and split ends. Healthy hair frames the face elegantly and compliments your image.
Lorna Darden works from home as an internet marketer, has a degree in computers and experience in nutrition, wellness and hair. She takes pride in sharing informative content to her readers and working on her health blog, โHealth, Relationships and More,โ five days a week. There readers can learn about weight loss, anti-aging, nutrition, skin care, hair and much more. Contact Lorna at [email protected].
๋ฐ ์ปจ๋์ ๋๋ฅผ ์ฌ์ฉํ ํ ๋ช ๋ถ ๊ธฐ๋ค๋ ธ๋ค๊ฐ ์ป์ด๋ด๋ผ.
๊ทธ๋ฆฌ๊ณ ๋จ๊ฑฐ์ด ์ค์ผ ํธ๋ฆฌํธ๋จผํธ๋ฅผ ์ฌ์ฉํ ํ ๋น๋๋ชจ์
๋ฅผ ์ฐ๊ณ ์ต์ํ 30๋ถ์ ๋๋ฅผ ๊ธฐ๋ค๋ฆฐ ํ ์์ ํ ์ป์ด๋ด
๋ผ. ๋จ๊ฑฐ์ด ์ค์ผ ํธ๋ฆฌํธ๋จผํธ๋ฅผ ๋งค์ฃผ ์ฌ์ฉํ ํ, ๋ชจ๋ฐ์ด
๊ฒ๊ณ ๊ฑด๊ฐํด์ง๋ฉด, 2์ฃผ๋ง๋ค ํ๋ฒ์ฉ ์ฌ์ฉํ๋ฉด ๋๋ค. ๋ชจ๋ฐ
์ ์ด๋ฌํ ํธ๋ฆฌํธ๋จผํธ๋ฅผ ํด์ฃผ๋ฉด ๋ชจ๋ฐ์ ๊ฐํ๊ณ ๊ฑด๊ฐํ
๊ฒ ๋ง๋ค์ด์ค๋ค.
๋ชจ๋ฐ์ ์ปจ๋์ ๋์ ํ ํ ๋ชจ๋ฐ์ด ๋ง๋ฅด๋ฉด, ์คํ์ผ์ ๋งโข
๋ค๊ธฐ ์ํด ์ด ๊ธฐ๊ตฌ๋ฅผ ์ฌ์ฉํ๊ธฐ ์ , ๋ํผ์ ์ฝ๊ฐ์ ๊ทธ๋ฆฌ
์ค(grease)๋ฅผ ๋ฐ๋ผ์ค๋ผ. ๊ทธ๋ฆฌ์ค๋ ์ค์ผ ๋ก์ ์ผ๋ก ๋ํผ
๋ฅผ ๋ง์ฌ์ง ํด์ค๋ผ. ์ด๋ ๊ฒ ํด์ ๋ํผ์ ์์ ๋ฐ ์๊ทน์
์ฃผ์ด ๋ชจ๊ณต์ ์ด์ด์ฃผ๋ฉด ์๋ก์ด ๋ชจ๋ฐ์ด ์๋ผ๊ฒ ๋๋ค.
๋์ค์ ๋ชจ๋ฐ์ด ๊ฑด์กฐํด์ง๋ฉด, ๋ถ๋๋ฝ๊ฒ ๊ทธ๋ฆฌ์ค๋ฅผ ์ ์ฒด์ โข
์ผ๋ก ๊ณจ๊ณ ๋ฃจ ๋ฐ๋ผ์ค๋ผ. ์ด๋ ํฐ ๋์ ๋ค์ด์ง ์๊ณ ํ ์
์๋ ๋ฐ์ด๋ ํค์ด ์ผ์ด ๋ฐฉ๋ฒ์ด๋ค. ์ข์ ๊ฒฐ๊ณผ๋ฅผ ๋ด๊ธฐ ์
ํด ๋ง์ ๋์ ๋ค์ผ ํ์๋ ์๋ค.
์ฌํด ์บก(satin cap)์ ๋งค์ผ ๋ฐค ์ฐ๊ณ ์๋ผ. ์ฌํด ์บก์ ํค์ด
์คํ์ผ์ ์ ์งํด ์ค ๋ฟ๋ง ์๋๋ผ ๋ชจ๋ฐ์ ํ์ํ ํ์ ์ค์ผ
๋ค์ ๋ณดํธํด ์ฃผ๊ธฐ๋ ํ๋ค. ๋ํ, ๋ชจ๋ฐ์ ์์์ ์ ์งํด์ฃผ
๊ณ , ์์์ ๋ง์์ฃผ๋ฉฐ ๊ฑด๊ฐํ ๋ณด์ด๊ฒ ํด์ค๋ค. ์ด๋ ๋ฒ ๊ฐ์์
๋ง์ฐฐ๋ก ์ธํด ๋ชจ๋ฐ์ด ๊ฑด์กฐํด์ ธ ๋ชจ๋ฐ์ ์์๊ณผ ๋์ ๊ฐ๋ผ์ง
์ ๋ง์์ฃผ๊ธฐ ๋๋ฌธ์ด๋ค.
๊ฑด๊ฐํ ๋ชจ๋ฐ์ ์ผ๊ตด์ ๋น๋๊ฒ ํด์ฃผ๋ฉฐ ์ฌ๋ฌ๋ถ์ ์ด
๋ฏธ์ง๋ฅผ ๋๋ณด์ด๊ฒ ๋ง๋ค์ด ์ค ๊ฒ์ด๋ค.
- Courtesy of articlesbase.com
August 2011 OTC Beauty Magazine 37
by Lee A. Feldman
K-t-KKnowledge to Know
46 OTC Beauty Magazine August 2011
tHe importanCe of Hair proteCtion
Retailer shelves today are filled with products to aid in the styling of hair whether natural, straight, chemically treated or color treated. In the African American
community in particular, more consumers are straightening, curling and chemically treating their hair than in other segments of the market. Trendy hairstyles are coveted by many, but the processes that create them can add stress to the hair that will cause breakage. Consumers are unaware that products and services can actually do more harm than good, damaging delicate hair and causing breakage. They often leave the customer frustrated with hair that will not grow to their desired length. Customers selecting products to provide benefits may actually be causing serious problems for overall hair health. Hair breakage and added strength is quickly becoming the number one problem/solution in the ethnic hair care set today, especially those addressing such concerns as relaxers and restorative hair care. As in most categories, natural hair care products are quickly becoming the go-to choice of the customer. For maximum results, consumers should look for products that feature key natural ingredients to nourish and repair the hair. Some scientifically proven ones to keep an eye out for are:
Rice and soy amino acids โ penetrate the hair shaft to improve strength.
Sunflower seed extract โ nourishes and protects while calming itchy, dry scalp.
ํ์ฌ ์๋งค์ ์ ์ ๋ฐ์๋ ๋ค์ถ๋ด ์ ํ, ์คํธ๋ ์ดํธ
์ ํ, ํํ ์ ํ, ์ผ์์ ํ ๋ฑ์ ๋ค์ํ ์คํ์ผ
๋ง ์ ํ๋ค๋ก ๊ฐ๋ ์ฐจ์๋ค. ํนํ ์ํ๋ฆฌ์นธ ์๋ฉ๋ฆฌ
์นธ ์๋น์์ธต์ ๋ค๋ฅธ ์๋น์์ธต๋ค ๋ณด๋ค ๋ง์ด ํค์ด๋ฅผ ํด๊ณ , ์ปฌ
๋งํ๋ฉฐ, ํํ ์ ํ์ ์ฌ์ฉํ๊ณ ์๋ค. ๋ง์ ์ฌ๋๋ค์ด ์ ํํ
๋ ํค์ด์คํ์ผ์ ๋ฐ๋ผ ํ๋ ค ํ์ง๋ง, ์คํ์ผ์ ๋ง๋๋ ๊ณผ์ ์ด
์ฝ์ง ์์ ์คํธ๋ ์ค๋ฅผ ๋ฐ๊ธฐ๋ ํ๋ฉฐ, ๋ชจ๋ฐ์ ์์์ ๊ฐ์ ธ์ค๊ธฐ
๋ ํ๋ค.
์๋น์๋ค์ ์ ํ๊ณผ ์๋น์ค๊ฐ ์ค์ ๋ก ๋ชจ๋ฐ์ ์์์
์ค๋ค๋ ์ฌ์ค์ ์ ๋ชจ๋ฅด๊ณ ์๋ค. ๋ํ ์ ํ๋ค์ด ์๋น์๋ค์ด
์ํ๋ ๊ธธ์ด์ ํค์ด๋ฅผ ๋ง๋ค์ด์ฃผ์ง ์์ ์ค๋ง์ ์ฃผ๊ธฐ๋ ํ๋ค.
์๋น์๋ค์ด ๋ชจ๋ฐ์ ์ข๋ค๊ณ ์๊ฐํ๋ ์ ํ๋ค์ด ์ฌ์ค ์ ์ฒด์
์ธ ๋ชจ๋ฐ ๊ฑด๊ฐ์ ํค์น๋ ๊ฒฝ์ฐ๊ฐ ์๋ค.
ํ์ฌ, ๋ชจ๋ฐ์ ์์ ๋ฐ ๋ชจ๋ฐ ๊ฐํ๊ฐ ํ์ธ ์์ฅ์์ ๊ฐ
์ฅ ๊ด์ฌ์ ๋๊ณ ์๋ ๋ฌธ์ ๋ฐ ํด๊ฒฐ์ฑ ์ผ๋ก ๋ ์ค๋ฅด๊ณ ์์ผ๋ฉฐ,
ํนํ ๋ฆด๋ ์์ ๋ชจ๋ฐ์ ํ๋ณต์์ผ ์ฃผ๋ ํค์ด ์ผ์ด ๋ถ์ผ์์๋
๋์ฑ ๊ทธ๋ฌํ๋ค. ํ์ฌ, ๋ชจ๋ ๋ถ์ผ๋ฅผ ํตํ์ด ๋ด์ถ๋ด ํค์ด ์ผ์ด
์ ํ๋ค์ด ์๋น์๋ค์๊ฒ ๋น ๋ฅด๊ฒ ์ฌ๋ ๋ฐ๊ณ ์๋ค. ์ต์์ ๊ฒฐ๊ณผ
๋ฅผ ๋ง๋ค๊ธฐ ์ํด์, ์๋น์๋ค์ ๋ชจ๋ฐ์ ์์์ ์ฃผ๊ณ ์น๋ฃํด์ฃผ
๋ ๋ด์ถ๋ด ์ ํ๋ค์ ํต์ฌ ์ฑ๋ถ์ด ๋ฌด์์ธ์ง๋ฅผ ์ ์ฌํ ์ดํด๋ด
์ผ ํ๋ค. ๋ค์์ ๊ณผํ์ ์ผ๋ก ๊ฒ์ฆ๋ ์ฑ๋ถ๋ค์ ๋์ดํด ๋ดค๋ค.
์๊ณผ ์ฝฉ ์๋ฏธ๋ ธ์ฐ(rice and soy amino acids) โ ๋ชจ๋ฐ์ ์นจํฌํ์ฌ ๋ชจ๋ฐ์ ๊ฐํ๊ฒ ๋ง๋ค์ด ์ค๋ค.
ํด๋ฐ๋ผ๊ธฐ ์จ ์ถ์ถ๋ฌผ(sunflower seed extract)
โ ๊ฐ๋ ค์๊ณผ ๋ํผ๊ฑด์กฐ๋ฅผ ๊ฐ์ ํด์ฃผ๋ฉฐ, ์์์ ๊ณต๊ธํด์ฃผ๊ณ ๋ณดํธ
ํด์ค๋ค.
๋ชจ๋ฐ ๋ณดํธ์ ์ค์์ฑ
August 2011 OTC Beauty Magazine 33
SUPERB CONDITIONING LUXURIOUS SHINE BEAUTIFUL COLOR 100% GRAY COVERAGEExcellence Creme with patented Anti-Breakage Ceramide Rยฎ Complex penetrates hairโs cortex to condition and protect against breakage.
For a complete list of LโOrรฉal Technique distributors call 1-800-345-5014 or visit www.lorealtechnique.com
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LT_2011Exc-Creme_1pg-OTC.indd 1 4/22/11 11:47 AM
48 OTC Beauty Magazine August 2011
K-t-K
Hydrolyzed vegetable protein PG โ strengthens hair, adds shine and helps reduce breakage by detangling and smoothing the hair follicle. When hydrolyzed vegetable protein is paired with shea butter, a natural ingredient popular in lip balms and lotions, hair is left moisturized and easily smoothed. Natural products can help solve the problem of breakage and dryness, but the real solution lies in a treatment-oriented regimen that combines the benefits of nature and science. Consumers are looking for overall hair care products that feature an anti-breakage system as well as the natural ingredients for ultimate hair health and vitality. The ethnic hair care industry is rapidly becoming more sophisticated as consumers are savvier about their hair needs. The cookie cutter โno lye kitsโ and deep moisturizing conditioners are an important part of hair care regimens, but many companies strive to include the most technically advanced formulas and effective ingredients in their formulas. This is in an effort to provide customers with beautiful, long, strong hair that will make them feel just as beautiful on the inside as they look on the outside.
Lee A. Feldman is the CEO of Newhall Labs, the manufacturers of GroWorks hair care products. Following years of experience in the beauty industry, Mr. Feldman now brings his expertise in product development, branding, marketing, retail knowledge and merchandising to the Newhall Labs brands making them some of the most successful in the industry. For more information, contact Mr. Feldman at [email protected].
๋ถํด ์๋ฌผ์ฑ ๋จ๋ฐฑ์ง PG(hydrolyzed vegeta๏ฟฝ-
ble protein PG) โ ์ํด์ ํ์ด์ฃผ๊ณ ๋ชจ๋ญ์ ๋ถ๋๋ฝ๊ฒ
ํด์ฃผ์ด ๋ชจ๋ฐ์ ๊ฐํ๊ฒ ๋ง๋ค์ด์ฃผ๋ฉฐ, ์ค๊ธฐ๋ฅผ ๋ํด์ฃผ๊ณ , ์์
์ ์ค์ฌ์ค๋ค. ๋ฆฝ๋ฐค(lip balm)์ด๋ ๋ก์ ์ ์์ฃผ ์ฌ์ฉ๋๋, ๋ถ
ํด ์๋ฌผ์ฑ ๋จ๋ฐฑ์ง๊ณผ ์ฌ๋ฒํฐ(shea butter)์ ๊ฒฐํฉ์ ๋ชจ๋ฐ์
๋ชจ์ด์ค์ฒ๋ฅผ ๋ํด์ฃผ๋ฉฐ ๋ถ๋๋ฝ๊ฒ ๋ง๋ค์ด ์ค๋ค.
๋ด์ถ๋ด ์ ํ๋ค์ ๋ชจ๋ฐ์ ์์๊ณผ ๊ฑด์กฐํจ์ผ๋ก ์๊ธฐ๋
๋ฌธ์ ๋ฅผ ํด๊ฒฐํด ์ฃผ์ง๋ง, ์ง์ ํ ํด๊ฒฐ์ฑ ์ ๋ด์ถ๋ด๊ณผ ๊ณผํ์ด
์ ๋ชฉ๋ ์น๋ฃ๋ฒ์ผ๋ก ์ธํด ์ป์ ์ ์๋ค. ์๋น์๋ค์ ์์์
๋ง์์ค๊ณผ ๋์์ ์ฒ์ฐ ์ฑ๋ถ์ ํจ์ ํ์ฌ ๋ชจ๋ฐ์ ๊ฑด๊ฐ์ ๋์ฐพ
์ ์ฃผ๋ ์ ํ๋ค์ ์ํ๊ณ ์๋ค. ์๋น์๋ค์ด ์ ํ์ ๋ํ ์ง
์์ด ์์ฌ๊ฐ์ ๋ฐ๋ผ, ํ์ธ ํค์ด ์ผ์ด ์ ๊ณ๋ ๊ทธ์ ๋ง์ถฐ ๊ธ๊ฒฉ
ํ ๋ฐ์ ํ๊ณ ์๋ค. ์ผ๋ฅ ์ ์ธ โno lye kitsโ์ ๋ฅ ๋ชจ์ด์ค์ฒ๋ผ
์ด์ง ์ปจ๋์ ๋๊ฐ ํค์ด ์ผ์ด์ ์ค์ํ ๊ด๋ฆฌ๋ฒ์ด๊ธด ํ์ง๋ง,
์ด์ ๋ ๋ง์ ํ์ฌ๋ค์ด ๊ฐ์ฅ ๊ธฐ์ ์ ์ผ๋ก ์ง๋ณด๋ ์ ํ๋ค์ ํจ
๊ณผ์ ์ธ ์ฑ๋ถ๋ค์ ํจ์ ํ๊ธฐ ์ํด ๋ ธ๋ ฅํ๊ณ ์๋ค. ์ด๋ฌํ ๋ ธ
๋ ฅ๋ค์ ์๋น์๋ค์๊ฒ ์ ์ฒด์ ์ธ ์๋ฆ๋ค์์ ๋ง๋ค์ด์ค ๊ธธ๊ณ
ํผํผํ ๋ชจ๋ฐ์ ๋ง๋ค์ด์ฃผ๊ธฐ ์ํ ๊ฒ์ด๋ค.
August 2011 OTC Beauty Magazine 37
August 2011 OTC Beauty Magazine 51
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 โ Urban Call Marketing, Inc. and may not be reproduced without written permission from the author.
Lafayette Jones
OpiniOn LeadersLeading Scholars Shaping Black Culture
First of a two-part series
To understand African American culture, retailers, marketers and manufacturers should become better acquainted with the black educators who have done so much to shape it. They are in essence the โopinion
leaderโs opinion leader.โ Retailers need to be in touch with culture because it influences purchasing behavior and can cue in-store merchandising. Recognizing ethnic holidays through point-of-purchase displays, the use of flags and banners as well as the choice of appropriate in-store music all relate to a customerโs cultural values and their sense of being welcomed as a customer. One African American educator, Barack Obama, has gone on to a significant leadership position as the 44th president of the United States. Others like Cornel West, Julianne Malveaux, Michael Dyson and Henry Louis Gates are sought after media personalities who often comment on social and cultural issues. Maya Angelou and Ruth J. Simmons continue to be a major presence on college campuses. Johnetta Cole is now educating the public about African American art at the Smithsonian in Washington, D.C. Many of these educators sit on corporate boards and those of public and private institutions, influencing the outcomes of national enterprises. It would be difficult to mention all the black educators who are making significant contributions to the African American culture, but we will attempt to highlight some of them in the first of this two part series.
continued on the next page
Urban Call Briefs
52 OTC Beauty Magazine August 2011
dr. COrneL WesTEducation: Harvard (B.A. magna cum laude), Cambridge, Mass.; Princeton (M.A. and Ph.D.) Princeton, N.J. Academic Institution: Princeton Title: Religion and African-American Studies ProfessorAccomplishments: He has written 19 books and edited 13. He appears frequently on the Bill Maher Show, โColbert Reportโ, CNN and C-Span as well as on Tavis Smileyโs PBS TV Show. He has appeared in over 25
documentaries and films and has made three spoken word albums in collaboration with Prince, Jill Scott, Andre 3000, Talib Kweli, KRS-One and the late Gerald Levert. His mission is to keep alive the legacy of Martin Luther King, Jr. โ a legacy of telling the truth and bearing witness to love and justice.Web site: www.cornelwest.com
dr. Henry LOuis GaTes, Jr.
BaraCk H.OBama
maya anGeLOuEducation: Yale University (B.A. summa cum laude)
New Haven, Conn.; University of Cambridge, (M.A.
and Ph.D.), Cambridge, England
Academic Institution: Alphonse Fletcher University at
Harvard University; Cambridge, Mass.
Title: English Professor
Accomplishments: An American literary critic,
educator, scholar, writer, editor and public intellectual,
he was the first African American to receive the
Andrew W. Mellon Foundation Fellowship. He has
received numerous honorary degrees and awards
for teaching, research and development of academic
institutions to study black culture. In 2002, Gates gave the Jefferson
Lecture, in recognition of his โdistinguished intellectual achievement
in the humanities.โ As the host of the 2006 and 2008 PBS television
miniseries โAfrican American Livesโ, Gates explored the genealogy
of prominent African Americans. He sits on the many boards and
is director of the W. E. B. Du Bois Institute for African and African
American Research in Cambridge, Mass.
Web site: www.fas.harvard.edu
Education: Columbia University (B.A.), New York City, N.Y. and Harvard School of Law (M.A.), Cambridge, Mass. Academic Institution: University of Chicago Law School; Chicago, Ill. Title: Constitutional Law ProfessorAccomplishments: He was the president of the Harvard Law Review and a community organizer in Chicago before earning his law degree. He also worked as a civil rights attorney in Chicago. In 2004 Obama was elected to the U.S. Senate as a Democrat,
representing Illinois. He gained national attention by giving a rousing and well-received keynote speech at the Democratic National Convention in Boston. In 2008 he ran for president, and despite having only four years of national political experience, he won. In January 2009, he was sworn in as the 44th President of the United States, and the first African American ever elected to that position.Web site: www.whitehouse.gov/administration/president-obama
Education: Did not attend college but
received 30 honorary degrees
Academic Institution: Wake Forest
University; Winston-Salem, N.C.
Title: American Studies Professor
Accomplishments: She is a celebrated poet,
memoirist, novelist, educator, dramatist,
producer, actress, historian, filmmaker and
civil rights activist. Dr. Angelou has served on
two presidential committees, was awarded
the Presidential Medal of Arts in 2000, the
Lincoln Medal in 2008, and has received three Grammy
awards. President Clinton requested that she compose a
poem to read at his inauguration in 1993. Dr. Angelou is a
Reynolds Professor of American Studies at Wake Forest
University.
Website: www.mayaangelou.com.
August 2011 OTC Beauty Magazine 53
ruTH J. simmOns
dr. JOHneTTa B. COLe
Education: Dillard (B.A. summa cum laude); New Orleans, La.; Harvard University, (M.A. and Ph.D), Cambridge, Mass. Academic Institution: Brown University, Providence, R.I. Title: President and Comparative Literature and Africana Studies ProfessorAccomplishments: Simmons is a fellow of the American Academy of Arts and Sciences, the American Philosophical Society, and the Council on Foreign Relations. She has served
as chair of the Council of Ivy Group Presidents and is an honorary fellow of Selwyn College, Cambridge. Simmons also serves on the boards of Texas Instruments and Goldman Sachs. President Barack Obama appointed Dr. Simmons to the Presidentโs Commission on White House Fellowships. She has received a BET Honors award for her service as president of Brown University. Web site: www.brown.edu
Education: Oberlin College, (B.A.), Oberlin, Ohio; Northwestern University, (M.A. and Ph.D.), Evanston, Ill. Academic Institution: Smithsonian Institutionโs National Museum of African Art., Washington, D.C. Title: DirectorAccomplishments: In 1987 she made history by becoming the first African American woman to serve as president of Spelman College. In addition to her academic duties, Dr. Cole has served on the board of directors of Home Depot, Merck & Co., Inc. and was the first woman elected to the board of Coca-Cola Enterprises. Dr. Cole returned
to teaching in 1998 as Presidential Distinguished Professor of Anthropology, Womenโs Studies and African American Studies at Emory University in Atlanta. In 2002 she accepted an appointment as president of Bennett College in Greensboro, N.C. Like Spelman, Bennett College is a historically black college, one of only two institutions in the United States founded specifically for the higher education of African American women. Her next assignment took her to Washington, D.C. as director of the Smithsonian Institutionโs National Museum of African Art.Web site: www.nmafa.si.edu
dr. JuLianne maLveaux
miCHaeL eriC dysOn
Education: Boston College, (B.A), Boston, Mass; Massachusetts Institute of Technology, (M.A and Ph.D), Cambridge, Mass.Academic Institution: Bennett College, Greensboro, N.C. Title: PresidentAccomplishments: Following Johnetta B. Cole, Malveaux took over as president of Bennett College. She is an accomplished author and editor, known for appearances on national network programs as a host and commentator. A committed activist and civic
leader, Dr. Malveaux has held positions in womenโs, civil rights, and policy organizations. She was president of the National Association of Negro Business and Professional Womenโs Clubs from 1995-1999, and is honorary co-chair of Delta Sigma Theta Sorority. She serves on the boards of the Economic Policy Institute, The Recreation Wish List Committee of Washington, D.C. and the Liberian Education Trust.Web site: www.juliannemalveaux.com
Education: Carson-Newman College (B.A.), Jefferson City, Tenn.; Princeton (M.A. and Ph.D) Princeton, N.J. Academic Institution: Georgetown University, Washington, D.C.Title: English, Theology and African American studies professorAccomplishments: A commentator and โhip-hop intellectual,โ Dyson has written over a dozen books on race, politics and the African American experience. Dysonโs
background is unusual for a scholar: a Detroit gang member and unwed father in his late teens, he turned himself around and became an ordained Baptist minister at age 21. Dyson hosted a radio show, which aired on Radio One. He is also a commentator on National Public Radio, CNN, and โReal Time with Bill Maher.โWeb site: www.michaelericdyson.com
August 2011 OTC Beauty Magazine 41
56 OTC Beauty Magazine August 2011
Business Tipsby David Wright
continued on p58
The Power of Your
Recommen-dation
Shampoo products account for the highest dollar expenditure in hair care products...
์ถ์ฒ์ ํ
์ดํธ๋ ํค์ด ์ผ์ด ์ ํ๋ค ์ค์์ ๊ฐ์ฅ ๋ง์ด ํ๋ฆฌ๊ณ ์๋ ์ ํ์ด๋ค...
August 2011 OTC Beauty Magazine 53
58 OTC Beauty Magazine August 2011
Business Tips
continued to p60
continued from p56
The shampoo service can be one of the most relaxing and enjoyable services that a client receives in the barbershop. Shampoo services ensure that the barber is working with clean hair that is free from oils and hair products that can interfere with cutting tools and final haircut results. There are many types of shampoo products on the market. Throughout all the years of rendering my barbering services, I noticed that my customers needed and relied on me for much more than a haircut. They needed and wanted my advice on how to solve their hair and scalp problems. They would always ask questions like: โCan you tell me what I can buy for my sonโs dandruff and dry scalp?โ โWhat can I use on my dry hair?โ โHow can I train my hair to have waves and what kind of pomade do you suggest is best?โ โWhat can I do about these razor bumps?โ etc. For many years, I would send my clients to the OTC beauty supply stores and suggest products like Sulfur 8, T Gel, Head & Shoulders and many other products. I know for a fact Sulfur 8 should have gotten rich off the volume of my recommendations alone. I also recommended everything from relaxers and conditioners to shampoos, hair colorants and much more. I shared my story to enlighten you on the power of your recommendation. Train your staff to educate barbers when they enter into your store on shampoos that will solve their clientsโ hair and scalp problems. Show them products that are suitable for dandruff. Dandruff control is the number one scalp problem many clients face that comes into the barbershop. Show them your deep cleansing shampoos to remove pomades from hair and scalp before they get a haircut. Show them shampoos that they can recommend to their
๋จธ๋ฆฌ๋ฅผ ๊ฐ๊ฒจ์ฃผ๋ ์๋น์ค๋ ๋ฏธ์ฉ์ค์์ ๊ณ ๊ฐ๋ค์ด ๋ฐ๋ ์๋น์ค
์ค ๊ฐ์ฅ ํธ์ํ๊ณ ์ฆ๊ฑฐ์ด ์๋น์ค ์ค ํ๋์ด๋ค. ๋จธ๋ฆฌ๋ฅผ
๊ฐ๊ฒจ์ค์ผ๋ก ํด์ ์ด๋ฐ์ฌ๋ ๊ทธ๋ค์ ์ฐ์ฅ ์ฌ์ฉ์ ๋ฐฉํด๊ฐ ๋
์ ์๋ ์ค์ผ์ด๋ ์คํ์ผ๋ง ์ ํ๋ค์ ๋ชจ๋ฐ๋ก๋ถํฐ ๊นจ๋์ด
์ป์ด๋ด์ด ๋ณด๋ค ๋์ ๊ฒฐ๊ณผ๋ฅผ ๋ง๋ค์ด๋ผ ์ ์๋ค. ํ์ฌ ์์ฅ์๋
์ ๋ง์ ์ดํธ ์ ํ๋ค์ด ์ถ์๋์ด ์๋ค.
๋์ ๋ชจ๋ ์ด๋ฐ ์๋น์ค๊ฒฝํ์ ํตํด๋ณด๋ฉด, ๋์
๊ณ ๊ฐ๋ค์ ๋์๊ฒ ๋จ์ํ ๋จธ๋ฆฌ๋ฅผ ์๋ผ์ฃผ๋ ๊ฒ ์ด์์ ๊ธฐ๋๋ฅผ
ํ๊ณ ์๋ค๋ ๊ฒ์ ์ ์ ์๋ค. ๊ณ ๊ฐ๋ค์ ๋์๊ฒ ๊ทธ๋ค์ ๋ชจ๋ฐ๊ณผ
๋ํผ๋ฌธ์ ์ ํด๊ฒฐ๋ฐฉ์ ๋ฐ ์กฐ์ธ์ ๊ตฌํ๋ค. ๊ณ ๊ฐ๋ค์ ๋์๊ฒ โ
๋ด ์๋ค์ ๋น๋ฌ๊ณผ ๊ฑด์ฑ๋ํผ์ ์ข์ ์ ํ์ ์ถ์ฒํด ๋ฌ๋ผโ, โ
๊ฑด์กฐํ ๋ด ๋ชจ๋ฐ์๋ ์ด๋ ํ ์ ํ์ ์ฌ์ฉํด์ผ ํ๋?โ, โ์ด๋ป๊ฒ
ํค์ด์ ์จ์ด๋ธ๋ฅผ ๋ง๋ค ์ ์์ผ๋ฉฐ, ์ด๋ค ์คํ์ผ๋ง ์ ํ์ด
๊ฐ์ฅ ์ข์๊ฐ?โ, โ๋ฉด๋ ๋ฒํ(razor bump)๋ฅผ ์ด๋ป๊ฒ ํด๊ฒฐํด์ผ
ํ๋?โ๋ผ๋ ์ง๋ฌธ๋ค์ ํด์จ๋ค.
๋๋ ์ ๋ ๋์, ๊ณ ๊ฐ๋ค์๊ฒ ๋ทฐํฐ ์ํ๋ผ์ด
์คํ ์ด์ ๊ฐ์ Sulfur 8, T Gel, Head & Shoulders ์ธ์๋,
์ ๋ง์ ์ ํ๋ค์ ๊ตฌ์ ํ๋ผ๊ณ ๊ถํ์ฌ ์๋ค. Sulfur 8์ ๋ด๊ฐ
๊ณ ๊ฐ๋ค์๊ฒ ๊ถ์ ํด ์ค ๊ฒ ๋ง์ผ๋ก๋ ๋ง์ ์์ต์ ์ฌ๋ ธ์
๊ฒ์ด๋ค. ๋ฟ๋ง ์๋๋ผ, ๋ฆด๋ ์, ์ปจ๋์ ๋, ์ดํธ, ์ผ์์ ํ ๋ฑ
์๋ง์ ์ ํ๋ค์ ๊ณ ๊ฐ๋ค์๊ฒ ๊ถํด์ฃผ๊ณ ์๋ค.
๋๋ ์ด ์ด์ผ๊ธฐ๋ฅผ ํตํด ์ถ์ฒ์ ํ์ ๋ณด์ฌ์ฃผ๋ ค๊ณ ํ๋ค.
์ฌ๋ฌ๋ถ์ ์ง์๋ค์๊ฒ, ์คํ ์ด์ ๋ค์ด์ค๋ ์ด๋ฐ์ฌ๋ค์๊ฒ
๋ชจ๋ฐ์ด๋ ๋ํผ๋ฌธ์ ๋ฅผ ํด๊ฒฐํด ์ค ์ ์๋ ์ดํธ์ ๋ํด ์ค๋ช ํด
์ฃผ๋๋ก ํ๊ณ , ๋น๋ฌ์ ์ข์ ์ ํ๋ค์ ์๊ฐํด ์ฃผ๋๋ก ํด๋ผ.
์ด๋ฐ์์ ๋ค์ด์ค๋ ์ฌ๋๋ค ์ค ๋น๋ฌ์ ๊ดํ ๋ฌธ์ ๋ฅผ ๊ฐ์ง๊ณ
์๋ ๊ณ ๊ฐ๋ค์ด ์ ์ผ ๋ง๋ค. ๋ํ ๋จธ๋ฆฌ๋ฅผ ์๋ฅด๊ธฐ ์ ์ ์คํ์ผ๋ง
๋์ ๋ชจ๋ ์ด๋ฐ
์๋น์ค๊ฒฝํ์ ํตํด๋ณด๋ฉด,
๋์ ๊ณ ๊ฐ๋ค์ ๋์๊ฒ
๋จ์ํ ๋จธ๋ฆฌโ
August 2011 OTC Beauty Magazine 49
60 OTC Beauty Magazine August 2011
Business Tips continued from p58
clients for thinning hair and other hair care concerns. The barber will remember these products the next time his clients ask what to get for hair and scalp problems and will in turn gladly endorse that product. Barbers are your key to increasing shampoo sales for men and children in your stores. Barbers have the power of their recommendations and you have the product available so why not combine the two forces. Train your staff to recommend and increase sells. If you have shampoo samples available give them to barbers for distribution to clients. Have staff ask barbers what shampoos they recommend to their clients. If they donโt currently recommend shampoos, show them the different kinds you offer to keep hair clean and healthy. You must communicate with your customers. Your recommendation has a cash reward attached to it that will not return voided. Always remember to recommend, recommend, recommend!
David (Bebe) Wright is a product manufacturer who has relied on his skills as a Master Barber & Barbershop Owner to succeed in the business. He has learned firsthand what customers need when looking to maintain a healthy appearance. This knowledge helped in the research and development of Barbershop Aid Brand Products, โYour first aid for healthy hair and scalp.โ Learn more at www.barbershopaid.com or contact David at 251-533-5625, [email protected].
์ ํ์ ๋ชจ๋ฐ์ด๋ ๋ํผ๋ก๋ถํฐ ๊นจ๋์ด ์ป์ด์ฃผ๋ ์ ํ๋ค์
์๊ฐํด ์ค๋ผ. ํ๋ชจ์ ์ข์ ์ดํธ์ ๋ค๋ฅธ ํค์ด ์ผ์ด ์ ํ๋ค๋
๋ณด์ฌ์ค๋ผ. ๊ทธ๋ ๊ฒ ํ๋ฉด, ์ด๋ฐ์ฌ๋ค์ ๊ทธ ์ ํ๋ค์ ๊ธฐ์ตํ์ฌ
๊ณ ๊ฐ๋ค์ด ๋ํผ์ ๊ดํ ์ง๋ฌธ์ ํ ๋ ๊ทธ ์ ํ์ ๊ธฐ์ตํ๊ณ
์ถ์ฒํด ์ค ๊ฒ์ด๋ค.
์ด๋ฐ์ฌ๋ค์ ๋จ์ฑ๊ณผ ์ด๋ฆฐ์ด๋ค์๊ฒ ํ๋งค๋๋ ์ดํธ
์ ํ๋ค์ ํ๋งค๋ฅผ ๋์ด๋ ํต์ฌ ์ธ์ผ์ฆ๋งจ์ด๋ค. ์ด๋ฐ์ฌ๊ฐ
์ถ์ฒํด์ฃผ๋ฉด ์ฌ๋ฌ๋ถ์ ํ๋งค๋ง ํ๋ฉด ๋๋ ๊ฒ์ด๋ฏ๋ก, ์ด๋ฅผ
๋ง๋คํ ์ด์ ๊ฐ ์๋ค. ์ง์๋ค์ ๊ต์กํ์ฌ ํ๋งค๋ฅผ ๋์ฌ๋ผ.
๋ง์ฝ ์ดํธ์ ์ํ๋ค์ด ์๋ค๋ฉด ์ด๋ฐ์ฌ๋ค์ ํตํด
๊ณ ๊ฐ๋ค์๊ฒ ๋๋ ์ฃผ๊ฒ ํด๋ผ. ์ง์๋ค์๊ฒ ์ด๋ฐ์ฌ๋ค์ด
๊ณ ๊ฐ๋ค์๊ฒ ์ถ์ฒํ๊ณ ์๋ ์ดํธ๊ฐ ๋ฌด์์ธ์ง๋ฅผ ๋ฌผ์ด๋ณด๊ฒ ํด๋ผ.
๋ง์ฝ ํน๋ณํ ์ ํ์ด ์๋ค๋ฉด, ๋ชจ๋ฐ์ ๊นจ๋ํ๊ณ ๊ฑด๊ฐํ ํด์ฃผ๋
์ดํธ๋ค์ ๋ณด์ฌ์ค๋ผ. ์ฌ๋ฌ๋ถ์ ๊ณ ๊ฐ๊ณผ ๋ฐ๋์ ์ํตํด์ผ ํ๋ค.
์ฌ๋ฌ๋ถ์ ์ถ์ฒ์ด ๊ณง ์์ต์ ๋ง๋ค์ด๋ด๋ ๊ฒ์ด๋ค. ํญ์ ์ถ์ฒ,
์ถ์ฒ, ์ถ์ฒ์ ์์ด์๋ ์ ๋๋ค!
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new
August 2011 OTC Beauty Magazine 49
Total and comprehensive beauty care โ hair, skin, nails, cosmetics and skin care โ must become your strongest marketing and promotional staple to draw customers
in to everything beautiful that your beauty business sells. Even though seasonal fashion updates and makeovers are terrific, any time of the year is absolutely perfect to celebrate glamour with cosmetic and skin care marketing strategies. It is time to celebrate fall with fresh marketing strategies!
62 OTC Beauty Magazine August 2011
Business Tipsby Larry H. Oskin
continued to p64
Fall into Beauty
Celebrate Glamour with Great Marketing Strategies
๋ฐ๋์ ๊ฐ์ถฐ์ผ ํ ๋ง์ผํ ์์์ด๋ค. ์๋ก์ด ์์ฆ ์ ํ
์ ํ๋ค๋ ํ๋ฅญํ์ง๋ง, ํ์ฅํ๊ณผ ์คํจ ์ผ์ด ์ ํ๋ค์
๋ํ ๋ง์ผํ ์ ๋ต์ ์ผ๋ ๋ด๋ด ์คํํ ์ ์๋ค. ์ด์ ๊ฐ์์
๊ฒจ๋ฅํ ๋ง์ผํ ์์ ์ ์ธ์ธ ์๊ฐ์ด๋ค!
์คํํ์ฐ์ค ๋ฐ ์คํ์ ์ด๋ฒคํธ: ๊ฐ์
์คํํ์ฐ์ค๋ฅผ ์๋ฆด ์ ์๋ ์ ๋จ, ํฌ์คํฐ, ๊ทธ๋ฆฌ๊ณ ์ด๋ฉ์ผ ๋ฑ์
์ค๋นํด๋ผ. ์๋ก์ด ํ๊ธฐ๊ฐ ์์๋๋ ์๊ธฐ๊ฐ ๋ค๊ฐ์ค๊ณ ์๋ค.
ํค์ด ๋์์ด๋, ๋ฉ์ดํฌ์ ์ ๋ฌธ๊ฐ, ๊ทธ๋ฆฌ๊ณ ์คํจ ์ผ์ด ์ ๋ฌธ๊ฐ๋ฅผ
์ด๋ฒคํธ์ ์ด๋นํ์ฌ ์ฌ๋ฌ๋ถ์ ์ ํ๋ค์ ์ ์ ํ ์ ์๊ฒ ํด๋ผ.
๋ฉ์ดํฌ์ ์ ๋ฌธ๊ฐ์ ๋ฏธ์ฉ์ ๋ฌธ๊ฐ๋ฅผ ์ด๋นํ์ฌ ๋ฌด๋ฃ ๋ ์จ์ ํด๋ผ.
์ง์์ ์ธ ์ํฌ์์ ํตํด ํ์ฅํ ๋ฐ ์คํจ ์ผ์ด์์คํ ์ ๊ฐ์,
๊ฒจ์ธ ์ ํ๋ค์ ์ ์ ํด๋ผ.
ํด์์ด์ ๋ค์ ์ํ ๋ฐค์ ๋ง๋ค์ด๋ผ: ์ง๊ธ๋ถํฐ
๋์ฐฝํ์ ์ฐ๋ง ํํฐ๋ฅผ ๊ฒจ๋ฅํ์ฌ ์ญ๋๋ค์๊ฒ ์ผ์ ๊ธ์ก์ ๋ด๊ณ
โ์ญ๋์ ๋ฐคโ ํ์ฌ์ ๋ฑ๋กํ ์ ์๊ฒ ํด๋ผ. ์ด ํ์ฌ์์๋
์ฐธ๊ฐ์๋ค์๊ฒ ์ ํ์ ๋๋ ์ฃผ๊ณ , ๋ฌด๋ฃ ์ ๋ฌผ๋ค์ ๋ฐ์ ์
์๋ ๊ธฐํ๋ฅผ ์ฃผ๊ณ , ์ด์ฒญ ๊ฐ์ฌ๋ค๋ก๋ถํฐ ๊ต์ก์ ๋ฐ์ผ๋ฉฐ, ์ ํ
๊ฐ์์ ์๋ฆ๋ค์๋ถ์ : ๋ฐ์ด๋ ๋ง์ผํ ์ ๋ต์ผ๋ก ๊ฐ์์ ๊ณต๋ตํ์
August 2011 OTC Beauty Magazine 53
64 OTC Beauty Magazine August 2011
Business Tips continued from p62
Open House and Special Events: Start to create fliers, posters and e-mail blasts that promote fall Open House weekend events. After all, the new school year is right around the corner. Consider having guest hair designers, hair extensionists, makeup artists and skin care consultants attend to represent your top name brands. Bring in makeup artists and aestheticians for free trials, makeup lessons and lecture demonstrations. Offer an ongoing series of workshops for fall and winter with exciting topics that will promote your cosmetic and skin care systems.
Create Special Teen Nights: Start now to sign up teens on a timely basis prior to the September Homecoming Weekend and Year-End parties for special โTeen Nightsโ where they pay a set amount to register. Promote the fact that they will take home products and be given the opportunity to earn free gifts, learn from guest lecturers, see demonstrations and receive free door prizes. Get your manufacturers and suppliers to offer the door prizes. Promoted properly, teens will come in groups. Their moms will easily pay for the packages to guarantee you will make a slow weeknight into a record breaker. Try to work on your promotions several months in advance.
Always Offer Samplers, Free Tests and Trials: Women need to try hair care products, makeup and color cosmetics before they buy them to make sure they are not disappointed with the results after they get home. Work with your manufacturers and suppliers to get test samplers, free products samples, free gifts and promotional literature.
Gift with Purchase: Who doesnโt like free gifts? They are a terrific way to get customers to try new products they would not have otherwise considered. Be ready to sell skin care and cosmetic packages where if a customer spends $100 or more, they will receive something extra and valuable for free. It is best to cross-market from skin care to cosmetics. You should offer โBuy Two, Get One Free!โ and โBuy Three, Get One Free!โ promotions to encourage larger sales with multiple product purchases as well as through cross-marketing. You can also cross-market with mini gift cards targeted for special new hair care and nail care products or appliances.
์ฌ์ฉ๋ฒ๋ ๋ฐฐ์ธ ์ ์๊ฒ ํด๋ผ. ์ ์กฐ์ฌ๋ ๋๋งค์๋ค์๊ฒ์
์ด๋ ๋๋ ์ค ๊ฒฝํ ๋ฑ์ ์ง์๋ฐ์๋ผ. ์ ํ์ ์ ๋๋ก
์ ์ ํ๋ค๋ฉด, ์ญ๋๋ค์ ๋ชฐ๋ ค๋ค ๊ฒ์ด๋ค. ๊ทธ๋ค์ ๋ถ๋ชจ๋ค๋
์์๋ค์ ์ํด ์ฝ๊ฒ ์ง๊ฐ์ ์ด์ด, ํ๊ฐํ ์ฃผ์ค์๋ ํ๋งค
๊ธฐ๋ก์ ์ธ์ธ ์ ์์ ๊ฒ์ด๋ค. ๋ช ๋ฌ ์ ์ ๋ฏธ๋ฆฌ ํ๋ก๋ชจ์ ์
๊ณํํด๋ผ.
ํญ์ ์ํ๊ณผ ๋ฌด๋ฃ ํ ์คํธ๋ฅผ ์ ๊ณตํด๋ผ: ์ฌ์ฑ๋ค์ ํค์ด ์ผ์ด ์ ํ, ํ์ฅํ, ๊ทธ๋ฆฌ๊ณ ์์กฐ ํ์ฅํ์
๊ตฌ์ ํ๊ธฐ ์ ์ ๋ฏธ๋ฆฌ ์ฌ์ฉ์ ํด๋ด์ผ ํ๋ค. ์ ์กฐ์ฌ ๋ฐ
๋๋งค์๋ค๋ก๋ถํฐ ํ ์คํธ์ํ, ๋ฌด๋ฃ ์ํ, ๋ฌด๋ฃ ์ ๋ฌผ, ๊ทธ๋ฆฌ๊ณ
์ ํ ์ ์ ๋ฌผ๋ค์ ๋ฐ๋๋ก ํด๋ผ.
์ ํ ๊ตฌ๋งค๋ฅผ ํ๋ฉด ์ ๋ฌผ์ ์ค๋ผ: ๋ฌด๋ฃ ์ ๋ฌผ์
์ซ์ดํ๋ ์ฌ๋์ด ์์๊น? ์๋น์๋ค์ด ๊ตฌ์ ์ ์๊ฐ์ง๋
์๋ ์ ํ๋ค์ ์๊ฐํ๋ ๋ฐ๋ ์ต๊ณ ์ ๋ฐฉ๋ฒ์ด๋ค. $100
์ด์์ ๊ตฌ์ ํ๋ ๊ณ ๊ฐ์๊ฒ ๊ฐ์น๊ฐ ์๋ ์ ํ๋ค์ ๋ฌด๋ฃ๋ก
์ฃผ๋๋ก ํด๋ผ. ์คํจ ์ผ์ด์ ํ์ฅํ ์ ํ๋ค์ ์๋ก ํฌ๋ก์ค-
ํ๋งค๋ฅผ ํ๊ธฐ ์ข์ ์ ํ๋ค์ด๋ค. ๋ ๊ฐ๋ ์ธ ๊ฐ๋ฅผ ์ฌ๋ฉด ํ๋๋ฅผ
๋ฌด๋ฃ๋ก ์ฃผ๋ ๊ฒ์ ์๋น์๋ค์๊ฒ ๋ง์ ์ ํ์ ๊ตฌ์ ํ๋๋ก
์ฅ๋ คํ๋ ํ๋ฅญํ ํ๋ก๋ชจ์ ์ด๋ค. ์๋ก์ด ํค์ ์ผ์ด๋ ๋ค์ผ
์ ํ๋ค์ ๊ฒจ๋ฅํ ์ ๋ฌผ ์นด๋๋ฅผ ์ฃผ๋ ๊ฒ๋ ์ข์ ๋ง์ผํ
๋ฐฉ๋ฒ์ด๋ค.
ํ๋งค๋ก ํ๋งค๋ฅผ ๋ง๋ค์ด๋ผ: ๊ฐ์๊ณผ ํ๋ฆฌ๋ฐ์ด๋ฅผ
๊ฒจ๋ฅํ ํค์ด ์ผ์ด, ํ์ฅํ, ์คํจ ์ผ์ด ํจํค์ง๋ฅผ ๋ง๋ค์ด๋ผ.
๊ณ ๊ฐ์ด $100์ด์์ ๊ตฌ์ ํ๋ฉด, $10, $25, $50์๋น์
๋ค๋ฅธ ์ ํ๋ค์ ๊ถํด๋ผ. ์ ํ์ ๊ฐ์น์ ํ ์ธํ๋ ์ ํ์
๋ง์ผํ ํ์ฌ ์ ํ์ ํ๋งคํด๋ผ.
์ด์ ๊ฐ์์ ๊ฒจ๋ฅํ
๋ง์ผํ ์์ ์ ์ธ์ธ
์๊ฐ์ด๋ค!โ
August 2011 OTC Beauty Magazine 64a
Purchase with Purchase: Create several new fall and holiday packages for hair care, cosmetics and skin care. When a client spends $100 or more, offer some other product or system at only $10, $25 or $50. Showcase the value and savings in your marketing and merchandising devices.
Promote The Special Extras: There are many wonderful secrets to skin care and cosmetics on your shelves, yet many women do not know about your extra special products, tricks, tips and services. From the magic of using eye shadow base to false eyelashes and lash extenders, there are many innovative new products on your shelves that deserve to be promoted now in your fall packages, promotions and educational offerings.
Telephone Marketing: Start to answer the telephone each month with a clever greeting and mini promotional message. Try something like, โHello and welcome to Name of Your Business! Ask about our exciting new fall cosmetic and skin care events. This is Name Here, How many I help you today?โ
Fall Forward With Fun: Make your new fall and pre-holiday marketing ideas fun! Create an endless series of special events. Make your fall in-store merchandising bold, colorful, dramatic and over-sized. Get ready to help your customers fall into fashion with beautiful skin and glamorous color!
Larry H. Oskin is the president of Marketing Solutions and Art Beautique, headquartered in Fairfax, Va.
USA. Marketing Solutions is a full service marketing, advertising, graphic design, PR and consulting services
agency specializing in the professional beauty business with manufacturers, distributors, associations, salons
and day spas as clients. For more information, email: [email protected] or visit www.MktgSols.com and
www.ArtBeautique.com.
ํน๋ณ ์ ํ๋ค์ ํ๋ก๋ชจ์ ํด๋ผ: ์ฌ๋ฌ๋ถ์
์ ๋ฐ์ ๋ง์ ํ๋ฅญํ ์คํจ์ผ์ด
์ ํ๋ค๊ณผ ํ์ฅํ๋ค์ด ์ง์ด๋์ด
์์ง๋ง, ๋ง์ ์ฌ์ฑ๋ค์ด ๊ทธ๊ฒ๋ค์
๋ํด ์ ์๊ณ ์์ง ์๋ค. ์์ด
์๋, ๊ฐ์ง ์๋์น, ์๋์น
์ฐ์ฅ์ ํ ๋ฑ, ๋ง์ ์ ๋ฐ ์์
์ ํ๋ค๋ก ๊ฐ์์ ๊ฒจ๋ฅํ ํจํค์ง๋ฅผ
๋ง๋ค์ด ํ๋ก๋ชจ์ ํด๋ผ.
์ ํ ๋ง์ผํ : ์ ํ๋ฅผ ๋ฐ์
๋ ํ๋ณด์ ๋ฉ์์ง๋ฅผ ๊ฐ๋จํ๊ฒ
์ ๋ฌํด๋ผ. โ์๋ ํ์ธ์. โ
๋น์ฆ๋์ค์ด๋ฆโ์ ์ ํ ์ฃผ์ ์
๊ฐ์ฌํฉ๋๋ค! ํ์ฌ ๊ฐ์์ ๊ฒจ๋ฅํ
์๋ก์ด ํ์ฅํ๊ณผ ์คํจ ์ผ์ด
์ด๋ฒค๋์ ๋ํด ๋ฌธ์ํ์ธ์. โ
๋น์ฆ๋์ค์ด๋ฆโ, ์ด๋ป๊ฒ ๋์
๋๋ฆด๊น์?โ์ ๊ฐ์ ๋ฐฉ๋ฒ์ผ๋ก
์ ํ๋ฅผ ๋ฐ์๋ด๋ผ.
์ฆ๊ฑฐ์ด ๊ฐ์์ ๋ง์ดํด๋ผ: ๊ฐ์๊ณผ ํ๋ฆฌ๋ฐ์ด๋ฅผ
๊ฒจ๋ฅํ ์ฌ๋ฏธ์๋ ๋ง์ผํ
์์ด๋์ด๋ฅผ ๋ง๋ค์ด๋ผ! ํน๋ณํ
์ด๋ฒคํธ๋ฅผ ๋์์์ด ๋ง๋ค์ด๋ผ.
๊ฐ์์ ์ํํ๋งค ๊ณํ์ ๊ฐ์กฐํ๊ณ ,
ํ๋ คํ ์์์ผ๋ก ์ปค๋ค๋๊ฒ
๋ง๋ค์ด๋ผ. ๊ณ ๊ฐ๋ค์ด ์๋ฆ๋ค์ด
ํผ๋ถ์ ํ๋ คํ ์์์ผ๋ก ๊ฐ์
๋ฉ์์ด๊ฐ ๋ ์ ์๋๋ก ๋์์
์ฃผ๋๋ก ํด๋ผ!
64b OTC Beauty Magazine August 2011 continued to p66
Business Tipsby Jenny Hogan
With the hair loss market worth $5.4 billion today, beauty stores can now easily boost their income levels while offering valuable hair loss solutions to both male and female customers.
Every retailer today already has a potential hair loss customer base, with an estimated 75 percent of all men affected by hair loss and 50 percent of women affected by thinning hair by middle age. Hair loss products are a valuable addition to your personal care and beauty offerings. To retail hair loss products successfully, you will need to consider a few key points that will ensure consumers get the best results and become loyal repeat customers.
EducatE Your customErs on Hair Loss Products and sYstEmsToday, consumers are more educated then ever on the basics of hair loss. They are able to easily access information themselves on the Internet but also may be getting a lot of conflicting information. Create an educationally based marketing strategy to effectively share hair loss solutions. Stay ahead of the learning curve by training your staff to ensure your customers will have the facts with personalized solutions when they ask questions. Partner with successful hair loss product companies that offer comprehensive educational materials that are easy to understand. Brochures, point-of-purchase materials and instructional videos should cover the basics of hair loss, including how your products fight DHT, the active element in balding. Your educational approach should not go into too much of the science, yet should show how your products safely and effectively stimulate hair growth. Consumers are now recognizing that hair loss systems encompassing more than one product offering are the most effective way to fight hair loss. These programs are designed to work by combining oral and topical products that block DHT with hair care maintenance products including shampoos, conditioners and scalp cleansers. Handheld low level
Hair Loss Results for Customersmean High Profits for retailers
Create Repeat Customers by Educating Consumers on the Importance of Long Term
Hair Loss Programs
์๋งค์๋ค์๊ฒ ์ปค๋ค๋ ์ด์ต์ ๋ง๋ค์ด์ฃผ๊ณ ์๋ ํ๋ชจ์ ํ๋ค ๋ถ์ ำฏัแธณษฃแตฉW#แธพรคแนแธง#โฮแพฬ#kืแธ#อษฃแต#แบแต#วธtฬ#อษฃแตห
ํ์ฌ์ ํ๋ชจ์์ฅ์ $5.4์ต ๋ฌ๋ฌ๊ท๋ชจ์ด๋ฉฐ, ๋ทฐํฐ ์คํ ์ด๋ค์
๋จ์ฑ๊ณผ ์ฌ์ฑ๋ค์ ํ๋ชจ ์น๋ฃ์ ๋ฅผ ํตํ์ฌ ์ฝ๊ฒ ๊ณ ์์ต์
์ฌ๋ฆด ์ ์๋ค. 75%์ ๋จ์ฑ๋ค๊ณผ ์ค๋ ์ผ๋ก ์ ์ด๋ ์ฌ์ฑ์
50%๊ฐ ํ๋ชจ๋ก ๊ณ ์์ ํ๊ณ ์์ผ๋ฏ๋ก, ํ๋ชจ์ ๊ด๋ จ๋
์ ํ๋ค์ ์๋งค์๋ค์๊ฒ ํจ์ ์ํ์ด ๋ ์ ์๋ค. ํ๋ชจ์
๊ดํ ์ ํ๋ค์ ์ฑ๊ณต์ ์ผ๋ก ํ๋งคํ๊ธฐ ์ํด์๋ ๋ช ๊ฐ์ง
ํต์ฌ ์ฌํญ๋ค์ ํ์ ํ์ฌ ์๋น์๋ค์๊ฒ ์ข์ ๊ฒฐ๊ณผ๋ฅผ
์๊ฒจ์ฃผ๊ณ ๋จ๊ณจ๋ก ๋ง๋ค์ด์ผ ํ๋ค.
์ฌ๋ฌ๋ถ์ ๊ณ ๊ฐ๋ค์๊ฒ ํ๋ชจ์ ํ์ ๊ดํด ์๋ ค์ค๋ผ์์ฆ์ ์๋น์๋ค์ ๊ทธ ์ด๋ ๋๋ณด๋ค ํ๋ชจ์ ๊ดํ ๋ง์
๊ธฐ๋ณธ์ง์๋ค์ ๊ฐ์ง๊ณ ์๋ค. ๊ทธ๋ค์ ์ธํฐ๋ท์์ ์ฝ๊ฒ
์ ๋ณด๋ค์ ์ป์ ์ ์์ง๋ง, ๋ง์ ์ค์ ๋ณด ๋ค์ ์ป๊ธฐ๋ ํ๋ค.
์๋น์๋ค์๊ฒ ํจ๊ณผ์ ์ธ ํ๋ชจ ํด๊ฒฐ์ฑ ์ ์ ์ํด ์ฃผ๋ ๊ต์ก์
๋ฐฉ์์ ๋ง์ผํ ์ ๋ต์ ๋ง๋ค์ด๋ผ. ์ง์๋ค์๊ฒ๋ ๊ต์ก์
ํ์ฌ ๊ฐ๊ฐ์ธ์ ์๋น์๋ค์ด ์ง๋ฌธ์ ํ์ ๋ ๊ทธ๋ค์๊ฒ
ํ์ํ ํด๊ฒฐ์ฑ ์ ์๋ ค์ค ์ ์๊ฒ ํด๋ผ. ์ฝ๊ฒ ์ดํดํ
์ ์๋ ํฌ๊ด์ ์ธ ์ ๋ณด๋ค์ ์ ๊ณตํด ์ฃผ๋ฉฐ ํ๋ชจ์ ํ์
์ฑ๊ณต์ ์ผ๋ก ํ๋งคํ๋ ํ์ฌ๋ค๊ณผ ๊ณต์กฐํด๋ผ. ํํ๋ , POP
์๋ฃ, ๊ทธ๋ฆฌ๊ณ ํ๋ชจ์ ๊ธฐ๋ณธ์ ์ธ ์ด์ ๋ฅผ ์ค๋ช ํด์ฃผ๊ณ , ์ ํ์ด
์ด๋ป๊ฒ DHT์ ํ๋ชจ ์์ธ๋ค์ ์ด๋ป๊ฒ ๋์ํ๋์ง๋ฅผ
๋ณด์ฌ์ฃผ๋ ๋น๋์ค ๋ฑ๋ ์ ์ฉํ๋ค. ๊ต์ก์๋ฃ๋ค์ด ๋๋ฌด
์ ๋ฌธ์ ์ธ ์ ๋ณด๋ค์ ๊ฐ์ง๊ณ ์์ด์๋ ์๋์ง๋ง, ์ ํ์ด
์ด๋ป๊ฒ ์์ ํ๊ณ ํจ๊ณผ์ ์ผ๋ก ๋ชจ๋ฐ์ด ์๋ผ๊ฒ ํด์ฃผ๋์ง๋
๋ณด์ฌ์ค์ผ ํ๋ค.
August 2011 OTC Beauty Magazine 53
66 OTC Beauty Magazine August 2011
Business Tips continued from p64b
lasers are now also marketed along with these products to further enhance hair growth with light therapy. Consumers will receive far better results when combining therapies and using an entire system as compared to cherry picking individual products. When consumers see the results of your hair loss product systems, they will become long-term, committed customers and your store sales will show the results!
sHow tHE VaLuE of Your Hair Loss Products and tooLsNot all hair loss products and systems are created equal. Show your customers exactly how your hair loss systems are the best on the market.
connEct witH Your Hair Loss customErsIf you do not already track your customersโ purchases and communicate with them regularly, begin doing so now to greatly enhance your sales results. Consider creating membership programs as odds are much greater that your customers will get re-growth results after continued use. Hair grows an average of one half inch per month, so they should begin to see the initial results and then have incentive to stay with the program. If your customers donโt keep using their hair growth products regularly, they will lose their new re-growth and become discouraged.
targEt womEn Hair Loss consumErsRemember that women do make up a large demographic of hair loss clients. They tend to be the most bothered by their hair loss and they are usually purchasers of hair loss products for the men in their lives. Women take action against hair loss and are generally more loyal to the products. They are also likely to be more compliant to the directions by following the entire program and hence tend to get better results. Men however, may tend to be more accepting of their hair loss and have less patience for treatments. With hair loss treatments, the more you do to grow your hair, the better your results will be. Mature women are the most likely to suffer from thinning hair or hair loss, as menopause frequently affects the volume of hair. Make sure that your in-store displays, POP materials, advertising and any communication targets women as well as men and uses images of women with great hair! Many hair loss product manufacturers also offer lash growth products in addition to their hair growth line. Women customers not suffering from hair loss will always be interested in boosting the length and look of their natural eyelashes. Lash accelerators are great additions to any beauty store or retailing centerโs front counter for the most visual display and best impulse buying If you do not already offer hair loss solutions in your beauty store or retailing center, start implementing this fast growing market segment into your business now. You will not only be providing your customers with valuable new hair loss resources, you will also be dramatically increasing your bottom line with high-end hair loss systems that create long term, loyal repeat customers for years to come!
์๋น์๋ค์ ์ด์ ํ๋์ด์์ ํ๋ชจ์ ํ๋ค์ ์ฌ์ฉํ์
๋ ๊ทธ ํจ๊ณผ๊ฐ ์ต๋ํ ๋๋ค๋ ๊ฒ์ ์๊ณ ์๋ค. ์ด๋ฌํ ์น๋ฃ
ํ๋ก๊ทธ๋จ์๋ ๋ณต์ฉํ๋ ์ ํ๊ณผ ์ดํธ, ์ปจ๋์ ๋, ๋ํผ
์ฒญ๊ฒฐ์ ๋ฑ, ํค์ด ์ผ์ด ๊ด๋ฆฌ๋ฅผ ๊ฒธํ DHT๋ฐฉ์ง ์ ํ๋ค์
๋ณตํฉ์ ์ผ๋ก ์ฌ์ฉํ๋ ๊ฒ์ด๋ค. ํด๋์ฉ ์ ์ฃผํ ๋ ์ด์ ๋ ๋น์
์ด์ฉํ ๋ฐ๋ชจ์น๋ฃ์ ๋ก, ์ด๋ฌํ ์ ํ๋ค๊ณผ ํจ๊ป ์์ฅ์์
๊ฐ๊ด๋ฐ๊ณ ์๋ ์ ํ์ด๋ค. ์๋น์๋ค์ ์ด๋ฌํ ๋ณตํฉ์ ์ธ ์ ํ์
์ฌ์ฉํจ์ผ๋ก ํด์ ํ๊ฐ์ง ์ ํ์ ์ฌ์ฉํ ๋๋ณด๋ค ํจ์ฌ ๋ฐ์ด๋
ํจ๊ณผ๋ฅผ ๋ณด๊ณ ์๋ค. ์๋น์๋ค์ด ํ๋ฒ ํ๋ชจ์์คํ ์ ๊ฒฐ๊ณผ๋ฅผ
์๊ฒ ๋๋ฉด, ์ง์์ ์ธ ๋จ๊ณจ์ด ๋์ด ์คํ ์ด์ ๋งค์์ ๋์์ด
๋๋ค.
ํ๋ชจ์ ํ๋ค์ ๊ฐ์น๋ฅผ ๋ณด์ฌ์ค๋ผ๋ชจ๋ ํ๋ชจ์ ํ๋ค์ด ๋ ๊ฐ์ ๊ธฐ๋ฅ์ ๊ฐ์ง๊ณ ์๋ ๊ฒ์ ์๋๋ค.
์ฌ๋ฌ๋ถ์ด ์ทจ๊ธํ๋ ์ ํ๋ค์ด ์ ์ต๊ณ ์ ํจ๊ณผ๋ฅผ ๊ฐ์ง๊ณ
์๋์ง๋ฅผ ์๋ ค์ค์ผ ํ๋ค.
ํ๋ชจ์ ํ์ ์ฌ์ฉํ๊ณ ์๋ ์๋น์์ ์ํตํด๋ผ๋ง์ฝ, ์๋น์๋ค์ ๊ตฌ์ ํจํด์ ์์ง ํ์ ํ์ง ์๊ณ , ์ํต๋
ํ๊ณ ์์ง ์๋ค๋ฉด, ์ง๊ธ์ด๋ผ๋ ์์ํด์ผ ํ๋ค. ๋ฉค๋ฒ์ญ
ํ๋ก๊ทธ๋จ์ ์ํํ๋ฉด ํน๋ณํ ํจ๊ณผ๋ฅผ ๋ณผ ์๋ ์๋ค. ๋ชจ๋ฐ์ ํ
๋ฌ์ ํ๊ท ์ ์ผ๋ก 1/2์ธ์น์ ๋ ์๋ผ๋ฏ๋ก ํ๋ก๊ทธ๋จ์ ์์ํ๊ณ
๋ฐ๋ก ํจ๊ณผ๋ฅผ ๋ณผ ์ ์์ด, ์๋น์๋ค์ ํ๋ก๊ทธ๋จ์ ๊ณ์์ ์ผ๋ก
์ ์งํ๋ ค ํ ๊ฒ์ด๋ค. ๋ง์ฝ ์๋น์๋ค์ด ๋ฐ๋ชจ์ ํ๋ค์
์ง์์ ์ผ๋ก ์ฌ์ฉํ์ง ์๋๋ค๋ฉด, ์๋ก ๋ชจ๋ฐ์ด ์๋ผ๋ ํจ๊ณผ๋ฅผ
๋ณด์ง ๋ชปํ๊ฒ ๋๋ฉฐ, ๊ทธ๋ก ์ธํด ์ค๋ง์ ํ๊ฒ ๋ ๊ฒ์ด๋ค.
ํ๋ชจ๊ฐ ์๋ ์ฌ์ฑ ์๋น์๋ค์ ๊ฒจ๋ฅํด๋ผ๋ฉ์ดํฌ์ ์ ํ๋ ์ฌ์ฑ๋ค์ ํ๋ชจ์ ํ์ ์ฌ์ฉํ๋ ํฐ
์๋น์์ธต์์ ๊ธฐ์ตํด๋ผ. ์ฌ์ฑ๋ค์ ํ๋ชจ๋ฅผ ๊ฐ์ฅ ์ ๊ฒฝ ์ฐ๋ฉฐ
๋จ์ฑ ํ๋ชจ์ ํ๋ค์ ์ฌ์ฉํด ์๋ค. ํ๋ชจ์ ํ์ ์ฌ์ฉํ๋
์ฌ์ฑ๋ค์ ํ๋ชจ์ ํ์ ์ข๋ ์ง์ฐฉํ๋ ๊ฒฝํฅ์ด ์๋ค. ๋ํ
์ ํ๋ค์ ์ฌ์ฉ๋ฒ์ ๋ง์ถฐ ์ฌ์ฉํ์ฌ ๋ณด๋ค ๋์ ํจ๊ณผ๋ฅผ ๋ณด๊ณ
์๋ค. ๋จ์ฑ๋ค์ ์์ ์ ํ๋ชจ๋ฅผ ๋ณด๋ค ์ฝ๊ฒ ์ธ์ ํ์ง๋ง ์น๋ฃ๋ฅผ
์ง์์ ์ผ๋ก ํ์ง ์๋ ๊ฒฝํฅ์ด ์๋ค. ํ๋ชจ์น๋ฃ๋ ๋ ธ๋ ฅํ ๋งํผ
๊ฒฐ๊ณผ๋ฅผ ๋ณผ ์ ์๋ค. ๋ง์ ์ค๋ ์ ์ฌ์ฑ๋ค์ ํ๋ชจ๋ก ๊ณ ์์
ํ๋ฉฐ, ํ๊ฒฝ์ด ์ด์ ์ํฅ์ ๋ผ์น๊ธฐ๋ ํ๋ค. ์คํ ์ด์ ์ฌ์ฑ๋ค๊ณผ
๋จ์ฑ๋ค์ ๊ฒจ๋ฅํ ๋์คํ๋ ์ด, POP, ์ ์ ๋ฌผ ๋ฑ์ ๊ตฌ๋นํด
๋์์ผ ํ๋ฉฐ, ์๋ฆ๋ค์ด ํค์ด์ ์ฌ์ฑ ์ฌ์ง๋ ์ด์ฉํ๋๋ก ํด๋ผ!
๋ง์ ํ๋ชจ ์ ํ์ ์กฐ์ฌ๋ค์ ์๋์น์ด ์๋ผ๋ ์ ํ๋ค๋
์์ฐํ๊ณ ์๋ค. ํ๋ชจ๊ฐ ์๋ ์ฌ์ฑ ๊ณ ๊ฐ๋ค์ ๊ทธ๋ค์ ์๋์น์ด
ํ์ฑํ๊ฒ ๋ณด์ด๊ธธ ์ํ๋ค. ์ด๋ฌํ ์ ํ๋ค์ ๋์ ์ ๋๋
์นด์ดํฐ ์์ ์ง์ดํ๋ฉด ์ฌ์ฑ๋ค์ ์ถฉ๋๊ตฌ๋งค๋ฅผ ์ ๋ฐ์ํฌ ์
์๋ค.
๋ง์ฝ, ํ์ฌ ๋น ๋ฅด๊ฒ ์ฑ์ฅํ๊ณ ์๋ ํ๋ชจ ์ ํ๋ค์
์์ง๊น์ง ํ๋งคํ๊ณ ์์ง ์๋ค๋ฉด, ์๋๋ฌ์ผ ํ๋ค. ์ด๋ ๋จ์ง
์๋น์๋ค์๊ฒ ํ๋ชจ์ ๊ดํ ํด๊ฒฐ์ฑ ์ ์ ์ํด์ฃผ๋ ๊ฒ๋ฟ๋ง
์๋๋ผ, ์ฌ๋ฌ๋ถ์ ํ๋งค๋ ๊ธ์ํ ์ฑ์ฅ์ํค๋ ๊ฒ์ด๋ฉฐ,
์ง์์ ์ธ ๋จ๊ณจ ๊ณ ๊ฐ๋ค์ ๋ง๋๋ ๊ฒ์ด๊ธฐ๋ ํ๋ค.
Jenny Hogan is the Media Director at Marketing Solutions, Inc., a full-
service marketing, advertising and PR agency specializing in the professional
beauty business. For more information, contact 703-359-6000, visit www.
MktgSols.com or send an e-mail to [email protected]
August 2011 OTC Beauty Magazine 49
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August 2011 OTC Beauty Magazine 49
70 OTC Beauty Magazine August 2011
Featureby Haley McNeal
Getting to
the Root of Deep Conditioning
The word condiTioning is liTerAlly
defined As The process of TrAining
To become physicAlly fiT or A simple
form of leArning. neiTher of These
direcTly perTAins To hAir cAre And deep
condiTioning per sAy, buT The meAnings
cAn be used To describe These prAcTices
once you reAlly sTArT To explore Them.
์ปจ๋์ ๋์ด๋ ๋ง์ ์ค์ง์ ์ผ๋ก ์ค๋น๊ฐ ๋๋
๊ณผ์ ์ด๋, ๊ฐ๋จํ ํ์ต์ ํํ๋ก ์ ์ํ ์ ์๋ค.
๋ ๊ฐ์ง ๋ค ํค์ด ์ผ์ด์ ๊ด๋ จ๋์ง ์์์ง๋ง, ์ข๋
์์ธํ ๋ค์ฌ๋ค ๋ณด๋ฉด ๊ทธ ์๋ฏธ๋ฅผ ์ ์ ์๋ค.
๋ฅ ์ปจ๋์ ๋์ ๋ชจ๋ ๊ฒ
71August 2011 OTC Beauty Magazine
Deep conditioning is simply a treatment that adds moisture back into hair that has been stripped of it due to a multitude of reasons. It may naturally be dry (as much multicultural hair
is), damaged, chemically treated, fallen victim to environmental stressors or over-processed, but no matter what the reason for having unhealthy hair, something must be done to bring it back to life. Luckily we know the cure: deep conditioning. โIf you have dry, frizzy weak hair, deep conditioning your hair should be a must!โ exclaimed Patrick Melville, celebrity hairstylist and owner of Patrick Melville Salon in New York City. โDeep conditioning your hair will help restore the hair and bring back some of the natural shine.โ
why everyone should deep condiTionAlthough deep conditioning is vital for all hair types, it is absolutely crucial for African American hair. Being naturally dry and brittle, this process restores the moisture balance and repairs its fragile state, making it strong. Additionally, it has added benefits for fashionistas with curly and kinky hair as this type also requires extra care and attention. Ultimately all hair is the same and is made up of one key material, keratin. What makes hair different is the shape of the hair shaft and the shape of the follicle below the scalp. Differences in these pairings can result in a person having beautiful curly tresses or shiny, straight manes. Both types of hair receive a daily dose of sebaceous oil from the scalp, but it reaches different parts of the hair depending on its texture and shape. For this reason straight hair often appears shiny and well-moisturized whereas kinky hair doesnโt receive as much throughout their entire strands, making it frizzy, dry and brittle. After learning why hair may need help receiving its essential dose of moisture it is easier to understand just how crucial deep moisturizing is. Just as flowers need water to grow and blossom into colorful, beautiful blooms, hair needs moisture to shine, style and live up to its fullest potential.
how iT worksDeep conditioners are usually thick and creamy in texture and often contain ingredients like olive, coconut and jojoba oil. Jojoba is very similar to the type of oil found naturally in hair, so it is an excellent choice for this regimen. Additionally, many users heat the conditioner while it is on the hair to accelerate the absorption processes into the cuticle. After washing hair, or simply wetting it โ depending upon the consumerโs cleansing routine and hair type โ a deep conditioner can be applied and left on for 20-30 minutes. It can even be left on overnight for ultimate moisturizing. โI recommend using a deep conditioner once a week as a mask in the shower; it will make your hair super smooth,โ stated Melville. Of course, the frequency of conditioning can be determined on an individual basis, depending on each personโs specific needs. As it was mentioned earlier, heat is a factor that can play a large role in this practice. By introducing heat, the hair shaft is allowed to
๋ฅ ์ปจ๋์ ๋์ ๊ฐ๋จํ ๋งํด์, ์ฌ๋ฌ ๊ฐ์ง์ ์์ธ์ผ๋ก ์ธํด
๋น ์ ธ๋๊ฐ ๋ชจ์ด์ค์ฒ๋ฅผ ๋ณด๊ฐ์์ผ ์ฃผ๋ ํธ๋ฆฌํธ๋จผํธ๋ผ๊ณ
ํ ์ ์๋ค. ๋ชจ๋ฐ์ด ์์ฐ์ ์ผ๋ก ๊ฑด์กฐํด์ง๊ฑฐ๋,
์์๋๊ฑฐ๋, ํํ ์ ํ์ ์ฌ์ฉํ๊ฑฐ๋, ์คํธ๋ ์ค๋ก ์ธํด์์ด๊ฑฐ๋,
๊ทธ ์ด์ ์ ์๊ด์์ด ๋ฐ๋์ ์น๋ฃ๊ฐ ํ์ํ๋ค. ๋คํํ๋ ์ฐ๋ฆฌ๋ ๊ทธ
์น๋ฃ๋ฒ์ ์๊ณ ์์ผ๋ฉฐ, ๊ทธ๊ฒ์ ๋ฅ ์ปจ๋์ ๋์ด๋ค.
โ๋ง์ฝ ๊ฑด์ฑ์ ํ๋ฆฌ์ง(frizzy)ํ ๋ชจ๋ฐ์ ๊ฐ์ง๊ณ ์๋ค๋ฉด
๋ฐ๋์ ๋ฅ ์ปจ๋์ ๋์ด ํ์ํ๋ค!โ๋ผ๊ณ ๋ด์์์ Patrick Melville
Salon์ ๊ฒฝ์ํ๊ณ ์๋ ์ ๋ช ํค์ด์คํ์ผ๋ฆฌ์คํธ Patrick Melville์
๊ฐ์กฐํ๋ค. โ๋ฅ ์ปจ๋์ ๋์ ํ๋ฉด ๋ชจ๋ฐ์ ์์ฐ์ ์ธ ์ค๊ธฐ๋ฅผ ๊ฐ์ ธ๋ค ์ค
๊ฒ์ด๋คโ.
์ ๋ชจ๋ ์ฌ๋๋ค์ด ๋ฅ ์ปจ๋์ ๋์ ํด์ผ ํ๋?
๋ฅ ์ปจ๋์ ๋์ ๋ชจ๋ ๋ชจ๋ฐ ํ์ ์ ํ์ํ์ง๋ง, ํนํ ์ํ๋ฆฌ์นธ
์๋ฉ๋ฆฌ์นธ ๋ค์๊ฒ๋ ๋ฐ๋์ ํ์ํ ๊ฒ์ด๋ค. ๋ฅ ์ปจ๋์ ๋์
์์ฐ์ ์ผ๋ก ๊ฑด์กฐํ๊ณ ํ๋ ฅ์ด ์๋ ๋ชจ๋ฐ์ ๋ชจ์ด์ค์ฒ ๋ฐธ๋ฐ์ค๋ฅผ
๋ง์ถฐ์ฃผ๊ณ ์น๋ฃํด์ฃผ์ด ๊ฐํ ๋ชจ๋ฐ์ ๋ง๋ค์ด ์ค๋ค. ๋ํ ํน๋ณ ๊ด๋ฆฌ๊ฐ
ํ์ํ, ์ปฌ๋ฆฌ(curly)๋ ํจํค(kinky) ํค์ด๋ฅผ ๊ฐ์ง๊ณ ์๋ ํ์ ๋์คํ
(fashionista)๋ค์๊ฒ๋ ๋ง์ ๋์์ ์ฃผ๊ณ ์๋ค.
๊ถ๊ทน์ ์ผ๋ก, ๋ชจ๋ ๋ชจ๋ฐ์ ์ผ๋ผํด(keratin)์ด๋ผ๋ ์ฑ๋ถ์ผ๋ก
๊ตฌ์ฑ๋์ด ์๋ค. ๋ชจ๋ฐ์ ํ์ ์ ๊ฒฐ์ ํ๋ ๊ฒ์ ๋ชจ๊ฐ(hair shaft)
๊ณผ ๋ํผ ์์ ์๋ ๋ชจ๋ญ(follicle)์ ๋ชจ์์ด๋ค. ์ด ๋ ๊ฐ์ง๋ก ์ธํด
์๋ฆ๋ค์ด ์ปฌ๋ฆฌ ํค์ด๋, ์ค๊ธฐ ๋๊ณ ๊ณง์ ๋ชจ๋ฐ์ด ๋ ์ ์๋ค. ๋ ๊ฐ์ง
์ ํ์ ๋ชจ๋ฐ ๋ชจ๋ ๋ํผ๋ก๋ถํฐ ์ ๊ณต๋๋ ์ง๋ฐฉ ์ค์ผ์ ๊ณต๊ธ ๋ฐ์ง๋ง,
๋ชจ๋ฐ์ ์ฑ์ง๊ณผ ๋ชจ์์ ๋ฐ๋ผ ์ ๋ฌ๋๋ ๋ถ์๊ฐ ํ๋ฆฌ๋ค. ์ด๋ฌํ
์ด์ ๋ก ์ธํด ๊ณง์ ๋ชจ๋ฐ์ ์ฃผ๋ก ์ค๊ธฐ ์๊ณ ์๋ถ์ด ํ๋ถํ๊ฒ ๋ณด์ด๋ฉฐ,
ํจํค ํค์ด๋ ๋ชจ๋ฐ ์ ์ฒด์ ์ค์ผ์ ๊ณต๊ธ๋ฐ์ง ๋ชปํด ํ๋ฆฌ์งํ๊ณ ,
๊ฑด์กฐํด์ง๋ ๊ฒ์ด๋ค.
๋ชจ๋ฐ์ ํ์ํ ๋ชจ์ด์ค์ฒ๋ฅผ ๊ณต๊ธ๋ฐ์์ผ ํ๋ ์ด์ ๋ฅผ ์๊ณ
๋๋ฉด, ๋ฅ ๋ชจ์ด์ค์ฒ๋ผ์ด์ง์ด ์ผ๋ง๋ ์ค์ํ์ง๋ฅผ ์ข๋ ์ฝ๊ฒ ์ดํดํ
์ ์๋ค. ๊ฝ์ด ์๋ฆ๋ค์ด ์๊น๋ก ๋ง๊ฐํ๊ธฐ ์ํด์ ๋ฌผ์ด ํ์ํ๋ฏ์ด,
๋ชจ๋ฐ๋ ์ค๊ธฐ, ์คํ์ผ, ๊ทธ๋ฆฌ๊ณ ์ต์์ ์ํ๋ฅผ ์ ์งํ๊ธฐ ์ํด์
๋ชจ์ด์ค์ฒ๊ฐ ํ์ํ ๊ฒ์ด๋ค.
์ด๋ค ์๋ฆฌ์ธ๊ฐ
๋ฅ ์ปจ๋์ ๋๋ ๋๋ถ๋ถ ๋ชจ๋ฐ์ ํ์คํ ๋ถ๋๋ฌ์์ ์ฃผ๋ ๊ฒ์ผ๋ก,
์ฃผ๋ก ์ฌ๋ฆฌ๋ธ, ์ฝ์ฝ๋, ํธํธ๋ฐ ์ค์ผ(jojoba oil)๊ณผ ๊ฐ์ ์ฑ๋ถ๋ค์
ํจ์ ํ๊ณ ์๋ค. ํธํธ๋ฐ๋ ๋ชจ๋ฐ์์ ๋ฐ๊ฒฌ๋๋ ์ฒ์ฐ ์ค์ผ๊ณผ ๋งค์ฐ
๋น์ทํ ํํ๋ก, ์ด๋ฌํ ์น๋ฃ๋ฒ์๋ ๋งค์ฐ ํ๋ฅญํ ์ฑ๋ถ์ด๋ค. ๋ง์
์ฌ๋๋ค์ด ์ปจ๋์ ๋๋ฅผ ๋ชจ๋ฐ์ ๋ฐ๋ฅด๊ณ ๋น ๋ฅธ ํก์๋ฅผ ์ํด ์ด์
๊ฐํ๋ค.
์๋น์์ ๋ชจ๋ฐ ํ์ ์ ๋ฐ๋ผ, ๋จธ๋ฆฌ๋ฅผ ๊ฐ๊ฑฐ๋ ๋ฌผ์
๋ฌปํ ํ์ ๋ฅ ์ปจ๋์ ๋๋ฅผ ๋ฐ๋ฅด๊ณ 20-30๋ถ์ ๋๋ฌ์ผ ํ๋ค.
๋ชจ์ด์ค์ฒ๋ผ์ด์ง์ ๊ทน๋ํ ์ํค๊ธฐ ์ํด์ ๋ฐ๋ฅด๊ณ ์ ์ ์๋ ๋๋ค.
โ์ผ์ฃผ์ผ์ ํ๋ฒ์ฉ ์ค์ํ ๋ ๋ง์คํฌ์ฒ๋ผ ์ฌ์ฉํ๊ธธ
๊ถํ๋๋ฐ, ๊ทธ๋ ๊ฒ ํ๋ฉด ์์ฃผ ๋ถ๋๋ฌ์ด ๋ชจ๋ฐ์ ๋ง๋ค์ด ์ค๋คโ ๋ผ๊ณ
Melville์ ๋งํ๋ค. ๋ฌผ๋ก , ๊ฐ๊ฐ์ธ์ ํ์์ ์ํด์ ์ฌ์ฉ ๋น๋๊ฐ ๋ฌ๋ผ
์ง๋ค.
์์์ ์๊ธฐ ํ๋ฏ์ด, ์ด์ ๊ฐํด์ฃผ๋ ๊ฒ์ด ์ปค๋ค๋ ์ญํ ์
ํ๋ค. ์ด์ ๊ฐํด์ค์ผ๋ก ํด์ ๋ชจ๋ฐ์ด ๋ถํ์ด ์ฌ๋ผ ๋ชจ๋ฐ ํ๋ฉด์
Feature
72 OTC Beauty Magazine August 2011 continued to p74
swell and the cuticles to open, allowing a passageway for the conditioner. Be sure to tell customers to place a shower cap over their hair before applying heat via a heating device such as a water bottle, hair dryer, or heating pad. Simply wrapping hair in a towel and letting the bodyโs natural heat work its magic could also work just as well. Once absorption is complete, users should rinse hair initially with warm water and then again with cool. The change in temperature will completely close the hair shaft, enabling the customer to reap the full benefits of the deep conditioning treatment. The hardest part of deep conditioning hair is finding time to complete the process and following through with the routine religiously. Once the userโs part is done they can just sit back and let chemistry run its healing course.
deep condiTioner vs.moisTurizing condiTioner A common question your customers might have is what is the difference between a deep conditioner and the conditioner they use every day in the shower? The answer is that deep conditioners are concentrated formulas that are designed to repair hair from within. Extra moisture is provided into thirsty strands through the use of these products. General moisturizing conditioners also nourish hair, but many are typically water-based and provide aid on the surface. Everyday conditioners soften hair and aids with detangling, yet the moisturizing benefits are somewhat shorter in duration. However, be sure not to get the wrong idea; both are beneficial and should be used on a regular basis. Beyond the two very different types of conditioning methods above, there are two other aspects of conditioners to consider: whether they are moisturizing or protein products. The fact that moisturizing conditioners aid in decreasing breakage and have other hair-healing duties was stated earlier. On the other hand, protein conditioners work primarily to make hair stronger. Because of this added property, protein conditioners are recommended for sporadic use and can even be safely followed-up with a moisturizing conditioner. Although conditioners are a great way to repair damaged hair and help maintain its vitality, your customers must also be aware that changes in styling practices can be beneficial. Limiting the use of blow dryers, straighteners and other heat apparatus can prove effective in the long run. Notably, many people are choosing to go all-natural and let their individual textures and styles shine. Perhaps recommending this will help them reconsider their harmful hairstyling tendencies. In all, this type of conditioning will not make your customers sweat, loose a few pounds or even make them sore the next day in an effort to become physically fit. Neither will it help them perfect the ability to complete a certain task like learning to play the piano, but it will keep their hair in shape and toughen it up a little bit. Just like muscles and the mind need constant attention and exercise, so does hair. Urge your customers to start their deep conditioning schedule today โ their hair will thank them for it.
์ด์ด์ฃผ์ด ์ปจ๋์ ๋๊ฐ ์ค๋ฉฐ๋ค ์ ์๊ฒ ํด์ค๋ค. ์๋น์๋ค์๊ฒ
์ด๊ธฐ๊ตฌ๋ฅผ ์ฌ์ฉํ ์ ์ ๋ฐ๋์ ์ค์ ์บก์ ์จ์ผ ํจ์ ์๋ ค์ค์ผ ํ๋ค.
๋จ์ํ ํ์์ ๋จธ๋ฆฌ์ ๋๋ฅด๊ณ ๋ชธ์ ์ด๊ธฐ๋ง์ผ๋ก๋ ํจ๊ณผ๋ฅผ ๋ณผ ์
์๋ค.
์ปจ๋์ ๋ ํก์ ์์ ์ด ๋๋๋ฉด, ์ฌ์ฉ์๋ ๋ฐ๋ปํ ๋ฌผ๋ก
๋จผ์ ์ป์ด๋ธ ํ, ๋ค์ ์ฐฌ๋ฌผ๋ก ํน๊ถ๋ด๋ฉด ๋๋ค. ์จ๋์ ์ฐจ์ด๋ฅผ
์ค์ผ๋ก ํด์ ๋ชจ๊ฐ์ ์์ ํ ๋ซ์์ฃผ์ด ๋ฅ ์ปจ๋์ ๋ ํธ๋ฆฌํธ๋จผํธ์
ํจ๊ณผ๋ฅผ ์ต๋ํ ์ํฌ ์ ์๋ค.
๋ฅ ์ปจ๋์ ๋์ ํ ๋ ๊ฐ์ฅ ํ๋ ์ ์, ๋ชจ๋ ๊ณผ์ ์ ์คํํ
์๊ฐ์ ๋ด์ด ๋ชจ๋ ๊ณผ์ ์ ์ธ์ฌํ๊ฒ ํํ๋ ๊ฒ์ด๋ค. ์ ๊ณผ์ ์
๋ง์น๊ณ ๋๋ฉด ํธ์ํ ์์์ ์ ํ์ ํจ๊ณผ๋ฅผ ๊ธฐ๋ค๋ฆฌ๊ธฐ๋ง ํ๋ฉด ๋๋ค.
๋ชจ์ด์ค์ฒ๋ผ์ด์ง ์ปจ๋์ ๋ VS ๋ฅ ์ปจ๋์ ๋
์๋น์๋ค์ ๋ฅ ์ปจ๋์ ๋์ ์ค์ํ ๋ ๋งค์ผ ์ฌ์ฉํ๋ ์ปจ๋์ ๋์
์ฐจ์ด๊ฐ ๋ฌด์์ธ์ง์ ๋ํ ์๊ตฌ์ฌ์ ์ฝ๊ฒ ๊ฐ์ง ์ ์๋ค. ๋ฅ
์ปจ๋์ ๋๋ ๋์ถ๋ ์ ํ์ผ๋ก์จ, ๋ชจ๋ฐ์ ๋ด๋ถ๋ฅผ ์น๋ฃํด์ฃผ๊ธฐ
์ํ ์ ํ์ด๋ฉฐ, ํ๋ถํ ๋ชจ์ด์ค์ฒ๋ฅผ ๋ชจ๋ฐ์ ์ ๋ฌํด์ค๋ค. ์ผ๋ฐ
๋ชจ์ด์ค์ฒ๋ผ์ด์ง ์ปจ๋์ ๋ ๋ํ ๋ชจ๋ฐ์ ์์๋ถ์ ์ฃผ์ง๋ง,
๋๋ถ๋ถ ๋ฌผ์ ๊ธฐ์ด๋ก ํ ์ ํ์ด๋ฉฐ ๋ชจ๋ฐ์ ํ๋ฉด์๋ง ๋์์ ์ค๋ค.
๋งค์ผ ์ฌ์ฉํ๋ ์ปจ๋์ ๋๋ ๋ชจ๋ฐ์ ๋ถ๋๋ฝ๊ฒ ํด์ฃผ์ด ์ํด์
๋ฐฉ์งํด์ฃผ์ง๋ง, ๋ชจ์ด์ค์ฒ๋ผ์ด์ง ํจ๊ณผ์ ์ง์๋ ฅ์ด ์งง๋ค. ํ์ง๋ง,
์คํดํ์ง ๋ง์์ผ ํ ๊ฒ์ด, ๋ ๊ฐ์ง ๋ชจ๋ ํจ๋ฅ์ด ์์ผ๋ฉฐ ์ ๊ธฐ์ ์ผ๋ก
์ฌ์ฉํด์ผ ํ๋ค๋ ๊ฒ์ด๋ค.
์์ ์ค๋ช ํ ๋ ๊ฐ์ง ํ์ ์ ์ปจ๋์ ๋ ๋ฐฉ๋ฒ ์ด์ธ์,
์ปจ๋์ ๋์๋ ๋ชจ์ด์ค์ฒ๋ผ์ด์ง๊ณผ ํ๋กํด ์ ํ, ์ด๋ ๊ฒ ๋ ๊ฐ์ง
ํ์ ์ ์ ํ์ด ์์๋ ์์์ผ ํ๋ค. ๋ชจ์ด์ค์ฒ๋ผ์ด์ง ์ปจ๋์ ๋๋
ํ์(breakage)๋ ๋ชจ๋ฐ์ ๋์์ ์ฃผ๋ฉฐ, ์์ ์๊ธฐํ๋ ๋ชจ๋ฐ ์น์ ์
๊ธฐ๋ฅ๋ค์ด ์๋ค. ๋ค๋ฅธ ์ ํ์ธ ํ๋กํด ์ปจ๋์ ๋๋ ์ฃผ๋ก ๋ชจ๋ฐ์
ํผํผํ ๋ง๋ค์ด์ฃผ๋ ์ญํ ์ ํ๋ค. ์ด๋ฌํ ๊ธฐ๋ฅ์ผ๋ก ์ธํด, ํ๋กํด
์ปจ๋์ ๋๋ ๋น์ ๊ธฐ์ ์ผ๋ก ์ฌ์ฉ๋๋ฉฐ, ์ฌ์ง์ด ๋ชจ์ด์ค์ฒ๋ผ์ด์ง
์ปจ๋์ ๋๋ฅผ ์ฌ์ฉํ ๋ค์ ์ฌ์ฉ๋๊ธฐ๋ ํ๋ค.
์ปจ๋์ ๋๊ฐ ์์๋ ๋ชจ๋ฐ์ ์น๋ฃํ๋๋ฐ ์์ฃผ ํ๋ฅญํ
๋ฐฉ๋ฒ์ด๊ธฐ๋ ํ์ง๋ง, ์๋น์๋ค์ ์์ ๋ค์ ํค์ด ์คํ์ผ๋ง์ ํ๋
๋ฐฉ๋ฒ์ ๋ฐ๊ฟ์ผ๋ก ํด์๋ ๋ง์ ํจ๊ณผ๋ฅผ ๋ณผ ์ ์๋ค. ํค์ด๋๋ผ์ด์ด,
์คํธ๋ ์ดํธ๋, ๊ทธ๋ฆฌ๊ณ ๊ทธ ๋ฐ์ ์ด๊ธฐ๊ตฌ๋ค์ ์ฌ์ฉ์ ์์ ํ๋ฉด
์ข์ ํจ๊ณผ๋ฅผ ๋ณผ ์ ์๋ค. ๋์ ๋๊ฒ ๋ง์ ์ฌ๋๋ค์ด ๊ทธ๋ค์ ๋ชจ๋ฐ์
๋ด์ถ๋ด ์คํ์ผ๋ก ๋ฐ๊พธ๋ฉฐ ์์ฐ์ค๋ฌ์ด ์คํ์ผ์ ๋ฝ๋ด๊ณ ์๋ค.
์ด๋ฌํ ๊ฒ์ ๊ถํ๋ ๊ฒ๋ ์๋น์๋ค์ ํด๋ก์ด ์คํ์ผ๋ง ๋ฐฉ์์
๋ฐ๊พธ๋๋ฐ ๋์์ด ๋ ๊ฒ์ด๋ค.
์ ์ฒด์ ์ผ๋ก, ์ด๋ฌํ ๋ฐฉ์์ ์ปจ๋์ ๋์ ์ฌ๋ฌ๋ถ์
์๋น์๋ค์ ๊ณ ํต์์ ํด๋ฐฉ์์ผ์ค ๊ฒ์ด๋ค. ํผ์๋ ธ๋ฅผ ๋ฐฐ์ฐ๋ ๊ฒ๊ณผ
๊ฐ์ด ์๋ฒฝํ ๊ธฐ์ ์ ์ต๋ํ๋ ๊ฒ์ด ์๋๋ผ ๊ทธ๋ค์ ํค์ด ์คํ์ผ์
๋ง๋ค์ด์ฃผ๋ ๊ฒ์ด๋ค. ๊ทผ์ก์ ํค์ฐ๊ฑฐ๋ ์ ์ ์ ์๋ จ์ ์ํด ์ด๋๊ณผ
์ง์์ ์ธ ์ง์ค์ด ํ์ํ๋ฏ, ํค์ด๋ ๋ง์ฐฌ๊ฐ์ง ์ด๋ค. ์ฌ๋ฌ๋ถ์
์๋น์๋ค์ด ์ค๋ ๋น์ฅ ์์ํ ์ ์๋๋ก ์ฅ๋ คํด๋ผ. ์๋น์๋ค๋
๊ฒฐ๊ตญ์ ๊ณ ๋ง์ํ ๊ฒ์ด๋ค.
August 2011 OTC Beauty Magazine 37 25
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Feature continued from p72
74 OTC Beauty Magazine August 2011
how To effecTively deep condi-Tion
1. wAsh. each customer has their own hair cleansing
routine, whether they shampoo daily, weekly or simply skip a
few days in between. no matter how often they wash, be sure
to stress the importance of keeping hair clean and hydrated
โ this includes the scalp too. (if shampooing is not necessary,
feel free to simply wet the hair before conditioning.)
2. squeeze. After rinsing out shampoo completely,
be sure all excess water is squeezed out of the hair.
3. Apply. work generous amounts of conditioner
into the hair, paying special attention to the ends. encourage
customers to work the product through their hair with their
fingers one section at a time.
4. cover. put a shower cap over hair as it is being
conditioned. placing a heating device like a heating pad or
warm wash cloth on top of the cap can help aid natural body
heat in warming things up. This warmth helps the conditioner
penetrate into the hair shaft, deeply reviving the hair.
5. relAx. while hair is conditioning the user can
relax and let the product work its magic for 20-30 minutes.
conditioner can also be left on the hair all night if wanted.
6. comb. At this point the hair should be very soft
and easy to completely detangle.
7. rinse. Thoroughly rinse conditioner out of the hair,
first using warm water and finishing up with cold. This will seal
the hair cuticle, locking moisture in.
8. dry. post-conditioning it is best to let tresses air dry.
After reviving hair and pampering it a little, the last thing the
user should want to do is immediately subject it to the damage
of a hair dryer.
ํจ ๊ณผ ์ ์ผ ๋ก ๋ฅ ์ปจ ๋ ์ ์ ํ ๋ ๋ฒ
1. ๊ฐ์๋ผ. ์๋น์๋ค์ ๋งค์ผ, ์ผ์ฃผ์ผ์ ํ๋ฒ, ๋๋
๋ฉฐ์น ์ ํ๋ฒ ๋ฑ, ๊ทธ๋ค๋ง์ ๋จธ๋ฆฌ๋ฅผ ๊ฐ๋ ํจํด์ด ์๋ค. ์ผ๋ง๋
์์ฃผ ๊ฐ๋๋์ ๊ด๊ณ์์ด, ๋ชจ๋ฐ์ ๊นจ๋ํ๊ณ ์๋ถ์ ์ ์งํ๋
๊ฒ์ด ์ค์ํ๋ค๋ ๊ฒ์ ํญ์ ์ผ๋์ ๋ฌ์ผ ํ๋ค. ๋ฌผ๋ก , ๋ํผ๋
ํฌํจ๋ ์๊ธฐ๋ค. (๋ง์ฝ ๋จธ๋ฆฌ๋ฅผ ๊ฐ์ง ์์๋ ๋๋ ์ํฉ์ด๋ผ๋ฉด,
์ปจ๋์ ๋์ ํ๊ธฐ ์ ์ ๋ชจ๋ฐ์ ๋ฌผ์ ๋ฌปํ๋๋ก ํด๋ผ.)
2. ์ง๋ด๋ผ. ์ดํธ๋ฅผ ์์ ํ ํน๊ถ๋ธ ํ, ์๋ถ์ ์ถฉ๋ถํ
์ง๋ด์ผ ํ๋ค.
3. ์ ํ์ ๋ฐ๋ผ๋ผ. ์ถฉ๋ถํ ์์ ์ปจ๋์ ๋๋ฅผ
๋ชจ๋ฐ์ ๋ฐ๋ผ์ผ ํ๋ฉฐ, ํนํ ๋ ๋ถ๋ถ์ ์ ๊ฒฝ์ ์จ์ผ ํ๋ค.
์๊ฐ๋ฝ์ ์ด์ฉํด ๋ถ๋ถ ๋ถ๋ถ์ ๋ชจ๋ฐ์ ๊ณจ๊ณ ๋ฃจ ์ ํ์ ๋ฐ๋ผ๋ผ.
4. ์ปค๋ฒ. ์ปจ๋์ ๋๋ฅผ ์ฌ์ฉํ ํ ์ค์ ์บก์ผ๋ก ๋ฎ์ด๋ผ.
์ด๊ธฐ๊ตฌ๋ฅผ ์ฌ์ฉํ๊ฑฐ๋ ๋ฐ๋ปํ ์ฒ์ผ๋ก ์บก ์๋ฅผ ๊ฐ์ธ์ฃผ๋ฉด ๋ชธ์
์ด์ ์์น์ํค๋๋ฐ ๋์์ด ๋๋ค. ๋ฐ๋ปํจ์ ์ปจ๋์ ๋๊ฐ ๋ชจ๋ฐ
์์ผ๋ก ์นจํฌํ๋ ๊ฒ์ ๋์์ฃผ๋ฉฐ, ๋ชจ๋ฐ์ ์์ ํ ๋ณต์์์ผ
์ค๋ค.
5. ๊ธด์ฅ์ ํ์ด๋ผ. ์ปจ๋์ ๋๋ฅผ ํ๋ ๋์
์ฌ์ฉ์๋ ์ ํ์ด ํจ๋ฅ์ ๋ฐํํ ์ ์๋๋ก 20-30๋ถ๊ฐ
ํธ์ํ๊ฒ ์์ผ๋ฉด ๋๋ค. ์ํ๋ค๋ฉด, ์ปจ๋์ ๋๋ฅผ ๋ฐ๋ฅธ ์ฑ๋ก
์ ์ ์๋ ๋๋ค.
6. ๋น์ง. ์ด ๋จ๊ณ์ ๋ค๋ค๋ฅด๋ฉด, ๋ชจ๋ฐ์ ๋งค์ฐ ๋ถ๋๋ฌ์์ ธ
์์ ๊ฒ์ด๊ณ ์ํด์ด ์ ํ ์์ ๊ฒ์ด๋ค.
7. ํน๊ตผ. ์ปจ๋์ ๋๋ฅผ ๋ชจ๋ฐ์์ ์์ ํ ์ ๊ฑฐํ๊ธฐ ์ํด,
์ฒ์์ ๋ฐ๋ปํ ๋ฌผ์ ์ฌ์ฉํ๊ณ ๋์ ์ฐฌ๋ฌผ๋ก ๋ง๋ฌด๋ฆด ํด๋ผ.
์ด๋ ๊ฒ ํ๋ฉด, ๋ชจ๋ฐ์ ํํผ๋ฅผ ๋ซ์ ๋ชจ์ด์ค์ฒ๋ฅผ ๋ณดํธํ ์
์๋ค.
8. ๊ฑด์กฐ. ์ปจ๋์ ๋์ด ๋๋ ํ ์์ฐ์ ์ผ๋ก ๋ชจ๋ฐ์
๋ง๋ฆฌ๋ ๊ฒ์ด ๊ฐ์ฅ ์ข์ ๋ฐฉ๋ฒ์ด๋ค. ๋ชจ๋ฐ์ ๋ณต์์ํจ ํ์
๊ด๋ฆฌ๋ฅผ ์ํด์ผ ํ๋ค. ํค์ด๋๋ผ์ด์ด์ ์ฌ์ฉ์ ์ต๋ํ
์์ ํด๋ผ.
August 2011 OTC Beauty Magazine 37 25
OTC 11.750 x 9 + bleed 12 x 9.250 (2/2/11)
by Haley McNealProfileManufacturer
78 OTC Beauty Magazine August 2011
As much As we understAnd how cArefree And relAxing it feels to wAlk bArefoot on soft, fluffy cArpet or fresh-cut grAss, the fAct
remAins thAt people simply cAnโt live life completely shoeless. this is where mAx trAding comes in; they pride themselves on creAting quAlity, stylish And AffordAble footweAr. not only hAs mAx trAding been serving the industry for neArly two decAdes, but they hAve done so by creAting A fAmily Atmosphere within the compAny thAt permeAtes to their customer bAse. michAel hAhn, director of operAtions for mAx trAding spoke with OTC BeauTy Magazine About how he hAs seen this compAny grow into A dynAmic business.
์ฐ๋ฆฌ๋ ๋งจ๋ฐ๋ก ๋ถ๋๋ฝ๊ณ ํน์ ํ ์นดํซ์ด๋ ์ง๊ธ ๋ง ๊น์ ์๋๋ฅผ ๊ฑธ์ ๋์ ํธํ๊ณ ์ข์ ๋๋์ ์๊ณ ์์ง๋ง, ์ฌ๋๋ค์ด ํญ์ ๋งจ๋ฐ๋ก ์ด
์๋ ์๋ ๊ฒ์ด ์ฌ์ค์ด๋ค. ๊ทธ๋ฌํ ์ด์ ๋๋ฌธ์ Max Trading์ด ์กด์ฌํ๋ ๊ฒ์ด๋ค. ๊ทธ๋ค์ ํ์ง, ์ ํํ๋ ์คํ์ผ, ๊ทธ๋ฆฌ๊ณ ๋ง์กฑ์ค๋ฌ์ด
๊ฐ๊ฒฉ์ ์ ๋ฐ์ ๋ง๋ค์ด๋ด๊ณ ์์์ ์๋์ค๋ฝ๊ฒ ์๊ฐํ๊ณ ์๋ค. Max Trading์ ์ง๋ 20์ฌ๋ ๊ฐ ๊ณ ๊ฐ๋ค์๊ฒ ๊ฐ์กฑ๊ณผ ๊ฐ์ ๋ง์์ผ๋ก
์ ๋ฐ์ ์ ๊ณ์ ๊ณต๊ธํด ์๋ค. Max Trading์ Michael Hahn ๋ถ์ฅ์ OTC ๋ทฐํฐ ๋งค๊ฑฐ์ง๊ณผ์ ์ธํฐ๋ทฐ๋ฅผ ํตํด ๊ทธ ๋์ ํ์ฌ๊ฐ ์ด๋ป๊ฒ
์ฑ์ฅํ์ฌ ์๋์ง์ ๋ํ ์ด์ผ๊ธฐ๋ฅผ ๋๋์๋ค.
OTC Beauty Magazine (OTC): What is your background with both this company and the beauty business? What do you find most interesting about your company?
Michael Hahn (MH): In late 2008 I brought a small team from our Los Angeles office to set up our Atlanta branch and watching it grow has been an amazing experience. We can talk about business all day long, but itโs most interesting to watch the people in the company grow together with the business. I am truly proud of our employees here and the work they put in to help the company grow.
OTC: ํ์ฌ์ ๋ทฐํฐ ๋น์ฆ๋์ค์ ๋ฐ์ด๋ ๋ฐฐ๊ฒฝ์ ๋ํด
๋งํด๋ฌ๋ผ. ํ์ฌ์ ๊ฐ์ฅ ํฐ ๋งค๋ ฅ์ ๋ฌด์์ธ๊ฐ?
Michael Hahn (MH): 2008๋ ๋ง, ๋๋ LA
์คํผ์ค๋ก๋ถํฐ ์๊ท๋ชจ ํ์ ๋ฐ๋ฆฌ๊ณ ์ ํ๋ํ ์คํผ์ค๋ก
์ด์ฃผํด ์์ผ๋ฉฐ, ํ์ฌ์ ์ฑ์ฅ์ ๋ณผ ์ ์๋ ์ข์ ๊ฒฝํ์
ํ์๋ค. ๋น์ฆ๋์ค๋ฅผ ๋งํ์๋ฉด ๋์ด ์์ง๋ง, ์ง์๋ค๊ณผ ํจ๊ป
ํ์ฌ์ ์ฑ์ฅ์ ๊ฒฝํํ ๊ฒ์ด ๊ฐ์ฅ ํฅ๋ฏธ๋ก์ ๋ค. ๋๋ ํ์ฌ์
์ฑ์ฅ์ ์ํด ๋ ธ๋ ฅํด์ค ์ง์๋ค์ ๋งค์ฐ ์๋์ค๋ฝ๊ฒ ์๊ฐํ๊ณ
์๋ค.
OTC: ํ์ฌ์ ์ค๋ฆฝ ๋ฐฐ๊ฒฝ๊ณผ Max Trading ์ ํ์ ์ถ์ํ๊ฒ ๋
๊ณ๊ธฐ์ ๋ํด ์๊ธฐํด ๋ฌ๋ผ.
MH: Max Trading์ ๋ด๋ ์ ์ฐฝ์ฌ 20์ฃผ๋ ์ ๋ง์ดํ๋ฉฐ,
์ด ๊ธฐ๋ ์ ์ธ ์ฌ์ค์ ์์ถํ ๊ฒ์ด๋ค. ์ฐ๋ฆฌ๋ ์ข์ ํ์ง์
์ ๋ฐ์ ์ ๊ณตํ๊ฒ ๋ค๋ ๊ฐ๋จํ ์๊ฐ์ผ๋ก ์์ ํ์๋ค. ๊ทธ
๋น์์ ๋ทฐํฐ ์ํ๋ผ์ด ์์ฅ์ ๊ฐ์ฒ๋์ง ์์ ์ํ์์ผ๋ฉฐ,
์ฝ๊ฐ์ ์ด๊ณผ ์์ฒญ๋ ๋ ธ๋ ฅ์ผ๋ก ์ธํด Max Trading์ ์ ๋ฐ
์ ๊ณ์์ ์ ๋ ์ฃผ์๋ก ์ฑ์ฅํ ์ ์์๋ค.
August 2011 OTC Beauty Magazine 79
OTC: Max Trading์ ๊ธฐ์ ์ ์ ์ ๋ฌด์์ด๋ฉฐ, ์ด๋ ์ผ์
์ ๋ฌด์ ์ ํ๊ฐ๋ฐ์ ์ด๋ ํ ์ํฅ์ ๋ผ์น๊ณ ์๋?
MH: ์ฐ๋ฆฌ๋ ์ฌ๋ฌด์ค์์ ๊ฐ์กฑ๊ณผ ๊ฐ์ ๋ถ์๊ธฐ๋ฅผ ์ ์งํ๊ณ
์์ผ๋ฉฐ ์ด๋ฌํ ๋ถ์๊ธฐ๊ฐ ๋ชจ๋ ๊ฒ์ ์ข์ฐํ๋ค. ์ฌ์ฅ๋์ ์ข์
์์ ํ๊ฒฝ์ ์ค์์ ์๊ฐํ๋ค. ์ด๋ฌํ ์ข์ ๊ธฐ์ด์ด ์ฐ๋ฆฌ์
๊ณ ๊ฐ๋ค์๊ฒ๋ ์ ๋ฌ๋์ด ํธ์ํ ์น๊ตฌ์ ๊ฐ์ ๊ด๊ณ๋ฅผ ์ ์งํ
์ ์๊ฒ ํด์ค๋ค. ํ์ฌ์ ๋๋ฃ๋ค์ด๋, ์ฐ๋ฆฌ์ ๊ณ ๊ฐ๋ค๊ณผ๋
์ฌ์ ์ ์ธ ๊ด๊ณ ๋ณด๋ค๋ ์๋ก ํ๋ ฅํ๋ ๊ด๊ณ๋ผ๊ณ ํด๋ ๊ณผ์ธ์ด
์๋ ๊ฒ์ด๋ค.
OTC: Max Trading์ ์ด๋ป๊ฒ ๊ตฌ์ฑ๋์ด ์๋? ํ์ฌ๋ฅผ
๊ตฌ์ฑํ๊ณ ์๋ ๋ถ์๋ฅผ ๊ฐ๋จํ ์ค๋ช ํด ์ค๋ผ.
MH: ํ์ฌ, Max Trading์ ์บ๋ฆฌํฌ๋์์ฃผ์ LA์
์กฐ์ง์์ฃผ์ ์ ํ๋ํ ๋ ๊ณณ์ ์คํผ์ค๋ฅผ ๊ฐ์ง๊ณ ์๋ค.
์ฐ๋ฆฌ๋ ๊ณ ๊ฐ๋ค์ ๋ฐฐ์ก๋น ์ ๊ฐ๊ณผ ๋ณด๋ค ๋น ๋ฅธ ์๋น์ค๋ฅผ ์ํด
์ ํ๋ํ์ ์คํผ์ค๋ฅผ ์ด๊ฒ ๋์๋ค. ๋ ๊ฐ์ ์คํผ์ค๋ ๋ชจ๋
ํ๊ณ, ํ๋งค, ๊ทธ๋ฆฌ๊ณ ์ฃผ๋ฌธ์ ์ฒ๋ฆฌํ๋ ๋ถ์๋ก ๊ตฌ์ฑ๋์ด ์๋ค.
์ฐ๋ฆฌ๋ ๋ฌด์๋ณด๋ค๋ ๋ค์ด์จ ์ฃผ๋ฌธ์ ๊ฐ์ ๋ ๋ฐฐ์กํ๋ค๋ ๊ฒ์
๊ต์ฅํ ์๊ธ์ฌ์ ๊ฐ์ง๊ณ ์๋ค. ๊ณ ๊ฐ๋ค์ด ์ฃผ๋ฌธํ ์ ํ์
๋น ๋ฅด๊ฒ ๋ฐ์ ์ ์๋ค๋ ๊ฒ์ ๋งค์ฐ ์ค์ํ ์ฌํญ์ด๋ค.
OTC: ํ์ฌ ์ ๋ฐ์ ๊ณ์ ์ต์ ์ ํ์ ๋ฌด์์ด๋ฉฐ, Max Trading
์ ์ด์ ์ด๋ป๊ฒ ๋์ฒํ๊ณ ์๋?
MH: ์ง๊ธ๊น์ง Max Trading์ ๋จํ์ ์๋ค์ ์ด์ ์ ๋ง์ถ์ด
์์๋๋ฐ, ๊ณ ๊ฐ๋ค์ด ๊ณ ๊ธ ๋์์ธ ์ ํ์ ์ถ์๋ฅผ ์๊ตฌํด
์์๋ค. ๊ทธ๋์ ์ฌํด, ์ฐ๋ฆฌ๋ ๊ทธ ๋์ ์ ํ ์๋ํด๋ณด์ง
์์๋ Signature ์ ํ๋ค์ ์ถ์ํ๊ฒ ๋์๋ค. ๋ณด๋ค ์ข์
์์ ์ ์ฌ์ฉ๊ณผ ์๋ก์ด ๊ตฌ์์ผ๋ก, ์ต์ ํ์ง์ ์ ๋ฐ์ ๋ทฐํฐ
์ํ๋ผ์ด ์คํ ์ด์ ์๊ฐํ๊ฒ ๋์๋ค. ์ฐ๋ฆฌ๋ ์ต๊ทผ ํ๊ตญ์
์ฐ๊ตฌ๊ฐ๋ฐ์ผํฐ๋ฅผ ์ค๋ฆฝํ์ฌ ์์ฐ ๋ฐ ๋์์ธ์ ์ ์ฉํ์๋ค.
์ ๊ณ์์ 30๋ ์ด์์ ๊ฒฝํ์ ๊ฐ์ง๊ณ ์๋ ์ฐ๊ตฌ๊ฐ๋ฐ์ผํฐ
์ฑ ์์์ ์ค๋ ฅ์ด ์ด๋ฒ ์์ฆ์ ์ถ์ํ ์๋ก์ด ์ ํ๋ค์
์ ๊ฐ์์ด ๋ฐํ ๋์๋ค. ์ฐ๋ฆฌ๋ ์ด๋ฌํ ๋ฐฉ์์ผ๋ก ์ฐ๋ฆฌ์
๊ฒฝ์์ ์ฒด๋ค๊ณผ ์ฐจ๋ณํ ์์ผฐ๋ค. ์๊ธ์ ํ์ง๊ณผ ๋ค๋ ๊ฐ์
๊ฒฝํ์ด ์ฐ๋ฆฌํ์ฌ ์ฑ์ฅ์ ์๋๋ ฅ์ด ๋๊ณ ์๋ค.
OTC: Can you tell us a little bit about the foundation of this company and the inspiration for Max Trading products?MH: Max Trading will be celebrating an important anniversary next year - 20 years in the industry. Max was founded on the simple concept of offering affordable quality shoes. The beauty supply market at the time was untapped and with a bit of luck along with lots of hard work, Max Trading has become a benchmark for shoes in the industry.
OTC: What is the culture like at Max Trading? How does this culture affect day-to-day operations and product development?MH: We maintain a family atmosphere in the office and it starts from the top down. The owner makes it a point to provide a great workplace. This attitude passes itself along to our customers, many of which we have grown to be close friends with. I wouldnโt be overstating myself if I was to say that we function more as a partnership both internally and with our customers.
OTC: How is Max Trading structured? Briefly describe the divisions that make up the company.MH: Max Trading currently has locations in both Los Angeles, Calif. and Atlanta, Ga. We made the move to Atlanta to help our customers save in shipping costs and take advantage of faster transit times. Our internal structure for these two offices is basic in that it mainly consists of our accounting, sales and order processing teams. However, itโs worth noting that we take great pride in being able to ship out orders on the same day. Itโs critical that customers are able to receive their product in a timely manner.
OTC: What are the newest trends in footwear and how has this company met consumer demands for them?MH: Historically Max Trading has focused on flats and sandals, but our customers have been asking for a high-end design line. So this year we launched our Signature series that is a clear break from anything weโve done in the past. We are using better materials and new concepts to introduce the highest quality shoes presented in beauty supply stores to date. Weโve recently made the turn in manufacturing and design with the establishment of our research and development (R&D) center in Korea. Our R&D director has over 30 years of experience in the industry and the result of his input is clearly seen and felt in our new line of shoes for the season.
continued to p82
86 OTC Beauty Magazine August 2011
August 2011 OTC Beauty Magazine 55
This is how we separate ourselves from our competitors. Superior quality and years of market experience are leading factors in maintaining growth for the company.
OTC: Does Max Trading only distribute products within the U.S. or do they have customers in other countries?MH: We have a sister company in Miami, Fla. that services the islands and customers in South America. The trends tend to be a bit different from our market here in the states, but weโve seen tremendous growth from the Miami location and are constantly adding new customers and territories.
OTC: When does Max Trading add a new product line?MH: We generally add new product lines twice a year for the spring/summer and fall/winter seasons. As mentioned before, we are introducing our Signature series for this fall/winter season in hopes of opening up a new customer base aside from our sandals and flats consumers.
OTC: What tips do you have to help retailers incorporate your shoes into their product offering?MH: Presentation is key in the sale of shoes. We understand that many times there is limited display space in the store, but with the right presentation and marketing it is not uncommon to see our customersโ sales figures double. Our wide assortment of colors available also helps in the presentation and is what the end user has come to expect from Max Trading.
OTC: What final thoughts would you like to share with OTC readers about Max Trading?MH: I would really just like to thank all of our customers who have been supportive of Max Trading as we approach our 20th anniversary and promise to continue to provide the highest quality shoes and service possible. We would not be where we are without your help and we look forward to doing business with you for years to come.
OTC: Max Trading์ ๋ฏธ๊ตญ ๋ด์์๋ง ์ ํ์ ํ๋งคํ๊ณ
์๋์ง, ์๋๋ฉด ๋ค๋ฅธ ๋๋ผ์๋ ๊ณ ๊ฐ๋ค์ด ์๋์ง?
MH: ์ฐ๋ฆฌ๋ ํ๋ก๋ฆฌ๋ค์ฃผ์ ๋ง์ด์ ๋ฏธ์ ์ฌ ์ง์ญ๊ณผ
๋จ๋ฏธ์ง์ญ์ ์๋น์ค๋ฅผ ์ ๊ณตํ๋ ์๋งคํ์ฌ๊ฐ ์๋ค. ๋ง์ด์ ๋ฏธ
์ง์ญ์ ๋ฏธ๊ตญ๋ด์ ์์ฅ๊ณผ๋ ์กฐ๊ธ ๋ค๋ฅธ ์ฑํฅ์ ๋ ๊ณ ์์ง๋ง,
์์ฒญ๋ ๋ฐ์ ์ ํ๊ณ ์์ผ๋ฉฐ ์ฐ๋ฆฌ๋ ์ง์์ ์ผ๋ก ๊ณ ๊ฐ ๋ฐ
์๋น์ค ์ง์ญ์ ๋ํ๊ฐ๊ณ ์๋ ์ค์ด๋ค.
OTC: ์๋ก์ด ์ ํ์ ์ถ์ํ๋ ์๊ธฐ๋ ์ธ์ ์ธ๊ฐ?
MH: ์ฐ๋ฆฌ๋ ๋ด/์ฌ๋ฆ ์์ฆ๊ณผ ๊ฐ์/๊ฒจ์ธ ์์ฆ์ ๊ฒจ๋ฅํ์ฌ
์ผ๋ ์ ๋ ์ฐจ๋ก ์ ์ ํ์ ์ถ์ํ๋ค. ๋จผ์ ๋งํ๋ฏ์ด, ์ฐ๋ฆฌ์
Signature ์ ํ๋ค์ ์ด๋ฒ ๊ฐ์/๊ฒจ์ธ ์์ฆ์ ๊ฒจ๋ฅํ์์ผ๋ฉฐ,
์๋ค ๋ฐ ๋จํ์๋ ์ฐจ๋ณํ๋ ๊ณ ๊ฐ์ธต์ ํ๋ณดํ๊ธธ ๊ธฐ๋ํ๊ณ
์๋ค.
OTC: ์๋งค์๋ค์๊ฒ ์ ํํ๋งค์ฆ์ง์ ์ํด ์ด๋ ํ ๋ฐฉ์์
๋์์ ์ฃผ๊ณ ์๋?
MH: ์ ํ์ค๋ช ์ ์ ํ๋ ๊ฒ์ด ์ ๋ฐ ํ๋งค์์๋ ๊ฐ์ฅ
ํต์ฌ์ ์ธ ์์์ด๋ค. ๋๋ถ๋ถ์ ์คํ ์ด์ ๋์คํ๋ ์ด ๊ณต๊ฐ์
์ ์์ด ์๋ค๋ ๊ฒ์ ์์ง๋ง, ์ ์ ํ ์ ํ์๊ฐ์ ๋ง์ผํ ์
ํตํด ํ๋งค๋ฅผ ์ฆ๊ฐ์ํค๋ ๊ฒฝ์ฐ๋ฅผ ์ด๋ ต์ง ์๊ฒ ๋ณผ ์ ์๋ค.
์ฐ๋ฆฌ์ ๋ค์ํ ์์์ ์ ํ์ ์๋น์๋ค์๊ฒ ์๊ฐํ ๋ ๋ง์
๋์์ด ๋๋ฉฐ, ์๋น์๋ค ๋ํ Max Trading์ผ๋ก๋ถํฐ ๊ทธ๋ฌํ
๊ธฐ๋๋ฅผ ํ๊ณ ์๋ค.
OTC: ๋ง์ง๋ง์ผ๋ก ์ฐ๋ฆฌ OTC ๋ ์๋ค์๊ฒ Max Trading์
๊ดํด ์ ํ๊ณ ์ถ์ ๋ง์ด ์๋ค๋ฉด?
MH: 20์ฃผ๋ ์ ๋ง์ดํ๋ Max Trading์ ๊ทธ ๋์ ์ฌ๋ํด
์ฃผ์ ๊ณ ๊ฐ๋ค์๊ฒ ๊ณ ๋ง๋ค๋ ๋ง์ ์ ํ๊ณ ์ถ์ผ๋ฉฐ, ๊ณ ํ์ง์
์ ๋ฐ ๋ฐ ์๋น์ค๋ฅผ ์ง์์ ์ผ๋ก ์ ๊ณตํ ๊ฒ์ ์ฝ์ํ๋
๋ฐ์ด๋ค. ์ฌ๋ฌ๋ถ๋ค์ ๋์ ์์ด๋ ์ด ์๋ฆฌ์ ์ค ์ ์์์ผ๋ฉฐ,
์์ผ๋ก๋ ์ฌ๋ฌ๋ถ์ ํ์กฐ๋ฅผ ๋ถํํ๋ค๋ ๋ง์ ์ ํ๊ณ ์ถ๋ค.
82 OTC Beauty Magazine August 2011
Company Name: Max TradingAddress: 605 Best Friend Ct. # 600, Norcross, GA 30071Contact Number: 877-400-4629Contact e-mail: [email protected]: www.maxsandals.comYears in business: 19
continued from p79
August 2011 OTC Beauty Magazine 65
by Tony BaeProfileRetailer
84 OTC Beauty Magazine August 2011
Beauty Plus ๋ง์ ํฌ๊ทผํ ์ผํ ํ๊ฒฝ
99๋ ์ ์คํํ์ฌ ํ์ฌ 12์ฃผ๋ ์ ๋ง๊ณ ์๋
Beauty Plus๋ 4,800 sq ft ์ ๋์ ๋งค์ฅ, ๋
์ ํต๋ก, ์ ์ ๋๋ ์ ํ๋ค๋ก ํธ๋ฆฌํ๊ณ ํธ
์ํ ์ผํํ๊ฒฝ์ ๊ณ ๊ฐ๋ค์๊ฒ ์ ๊ณตํ๊ณ ์
๋ค. ํนํ, ๊ณ ๊ฐ๋ค์ ํตํ์ด ํธ๋ฆฌํ๋๋ก ๋
์ ๊ฐ๊ฒฉ์ผ๋ก ์ ๋ฐ์ ๋ฐฐ์นํ์ฌ ์์ํ ๋๋
๋ง์ ์ฃผ๊ณ ์์๋ค. ๋ํ, ์ผ๋ฐ ์คํ ์ด์์
ํํ ๋ณผ ์ ์๋ ๋์ ๊ณ์ฐ๋๊ฐ ์๋ ๋ฐ๋ฅ
๊ณผ ๊ฐ์ ๋์ด์ ๊ณ์ฐ๋๋ฅผ ์ค์นํ์ฌ ๋ฐฉ๋ฌธํ
๊ณ ๊ฐ๋ค์๊ฒ ๊ถ์์ ์ธ ๋๋์ ์ฃผ์ง ์๊ณ ์
์๋ค. ์ด๋ ๊ณ ๊ฐ๋ค๊ณผ ๋๋์ด๋ฅผ ๋ง์ถฐ ๋ณด๋ค
์น๊ทผํจ์ ์ ๋ฐ ํ์๋ค. โ๋ํฌ ์คํ ์ด๋ ์
๋์ ๊ณณ์ ๊ณ์ฐ๋๋ฅผ ์ค์นํ์ง ์์๋?โ ๋ผ
๋ ์ง๋ฌธ์ ๋ฐ์ ์ ๋๋ก ๊ณ ๊ฐ๋ค๋ก๋ถํฐ ์ข์
๋ฐ์์ ์ป๊ณ ์๋ค๊ณ ํ๋ค. ์ฝ๊ฒ ๋์ด๊ฐ ์
์๋ ์ฌํญ์ด์ง๋ง, ๊ณ ๊ฐ๋ค์ด ๋ง์์ ํธํ๊ฒ
๊ฐ๊ฒ ํ๋ ํ๊ฒฝ์ ๋ง๋ค์ด ์ค์๋ ํ๋ฆผ์ด ์
๋ ๊ฒ ๊ฐ๋ค. ๊ทธ๋ก ์ธํด ๊ณ ๊ฐ๊ณผ์ ๋ํ๋ ํ
์ธต ํธ์ํด ์ง๋ ๊ฒ์ ๋ฌผ๋ก ์ผ ๊ฒ์ด๋ค.
๊ณ ๊ฐ๊ณผ์ ์ํต์ด ์ด์ ์ด๋ค
Beauty Plus ์๋ ๋งค์ฅ๋ฟ๋ง ์๋๋ผ ๋ฐฉ๋ฌธํ
๊ณ ๊ฐ๋ค์๊ฒ ํธ์ํจ์ ๋ง๋ค์ด์ฃผ๋ ๋ ํ๋
์ ๊ฐ๋ ฅํ ๋ฌด๊ธฐ๊ฐ ์๋ค. ๊ทธ๊ฒ์ ๋ฐ๋ก ์ต์ฌ
์ฅ ๋ถ๋ถ์ด๋ค. ์์์ ์ธ๊ธํ ๊ฒ์ฒ๋ผ ์์ด
๊ตฌ์ฌ์ ์ด๋ ค์์ด ์๋ ์ด๋ค ๋ถ๋ถ๋ ์คํ ์ด
์ธ์ด๋ ์ธ๋ฅ์ ์์๋ถํฐ ํจ๊ป ๋ฐ์ ํด ์์ผ๋ฉฐ, ์ฌ์ง์ด ๋๋ฌผ๋ค๋ ๊ทธ๋ค๋ง์ ๋ฐฉ๋ฒ์ผ๋ก ์๋ก ์ํต์ ํ๊ณ ์๋ค.
์ฌ๋๋ค์ ์๋ก ๋ํ๋ฅผ ํตํด ์์ฌ ๋ฐ ๊ฐ์ ์ ์ ๋ฌํ ๋ฟ๋ง ์๋๋ผ, ์๋๋ฐฉ์ ํ์ ์ํค๊ธฐ๋ ํ๊ณ ๊ณต๊ฒฉ์ ํ๊ธฐ
๋ ํ๋ค. ๋ํ, ์ฌ๋์ ๋ง๋ค๊ธฐ๋ ํ๋ฉฐ ์ธ์์ ๋ถ๋ฌ ์ผ์ผํค๊ธฐ๋ ํ๋ค. ์ด๋ฌํ ์ธ์ด๋ฅผ ์ ์ฌ์ฉํ๋ฉด ์ปค๋ค๋ ํ
์ด ๋๋ ๊ฒ์ด๊ณ , ์ ๋ชป ์ฌ์ฉํ๋ฉด ๋ ์ด ๋๋ ๊ฒ์ด๋ค. ๋ง ํ๋ง๋๋ก ์ฒ๋ฅ ๋น์ ๊ฐ๋๋ค๋ ์๋ด์ด ์๋ค. ์ด๋ ์ธ๊ฐ ์ฌํ์์
๋ง, ์ฆ ์ํต์ด ์ผ๋ง๋ ์ค์ํ์ง๋ฅผ ๋จ์ ์ผ๋ก ๋ณด์ฌ์ฃผ๋ ์ข์ ์์ด๋ค. ํ์ฌ ๋ง์ ์์ ํ์ธ๋ค์ด ๋ทฐํฐ ์ํ๋ผ์ด๋ฅผ ์ด์ํ
๊ณ ์๋ค. ํญ์ ๊ณ ๊ฐ์ ์๋ํด์ผ ํ๋ ์๋งค์ ์ ๊ณ ๊ฐ๊ณผ์ ์ํต์ด ๋งค์ฐ ์ค์ํ๋ค. ํ์ฌ, ๋ฏธ๊ตญ์ธ๋ค์ ์๋ํด์ผ ํ๋ ๋น์ฆ
๋์ค ํน์ฑ ๋๋ฌธ์ ์ด๋ฏผ 1์ธ๋๋ค์ ์ธ์ด์ ์ฅ๋ฒฝ์ด ๊ฒฝ์์ ์ ์ง ์์ ์ด๋ ค์์ ์ฃผ๊ณ ์๋ค. ํ์ง๋ง ์ด๋ฅผ ๊ทน๋ณตํ๊ณ ์ฑ๊ณต์
์ธ ๋น์ฆ๋์ค๋ก ์ฑ์ฅ์ํจ ์ฐ๋ฆฌ ๋ทฐํฐ์ธ ๋ค์๊ฒ ๊ฒฝ์๋ฅผ ํํ๋ ๋ฐ์ด๋ค. ์ด๋ฒ์ OTC ๋ทฐํฐ ๋งค๊ฑฐ์ง์์ ์ธํฐ๋ทฐ๋ฅผ ํ ์คํ
์ด๋ South Carolina ์ฃผ์ Columbia ์ ์์นํ Beauty Plus ์ด๋ค. ์ฌ์ฅ์ธ ์ต์งํธ, ์ตํ์ฃผ ๋ถ๋ถ๋ ์์ ๋งํ๋ 1.5 ์ธ
๋๋ก, ์คํ ์ด ๊ฒฝ์์ ํ๋๋ฐ ์์ด์ ์ธ์ด์ ๋ถํธํจ์ด ์๋ ์ฌ๋๋ค์ด๋ค. ๊ทธ๋ค์ ๊ทธ๋ฌํ ์ฅ์ ์ ์ด๋ ค ๊ณ ๊ฐ๋ค๊ณผ์ ์ํต
์ ์ต๋ ๋ฌด๊ธฐ๋ก ์ผ์ผ๋ฉฐ ์คํ ์ด๋ฅผ ์ด์ํด ๋๊ฐ๊ณ ์๋ค. ๊ทธ๋ค์ด ๊ฐ์ง๊ณ ์๋ โ์ํตโ์ ํ์ ํจ๊ป ๋๊ปด ๋ณด๋๋ก ํ์.
Columbia, SC
์ํต์ ์ค์์ฑ
August 2011 OTC Beauty Magazine 85
๋ฅผ ๋ฐฉ๋ฌธํ๋ ๊ณ ๊ฐ๋ค๊ณผ ์ผ์์ ์ธ ๋ํ๋ฅผ ๋ง์ด ํ๋ ค๊ณ ๋ ธ๋ ฅํ๊ณ ์๋ค๊ณ ํ๋ค. โ์ฌ์ค ์
๊ฐ ์ฌ์ ์ธ ์๋ฆฌ์์๋ ๋ง์๊ฐ ์๋ ํธ์ ๋๋ค. ํ์ง๋ง ์คํ ์ด์๋ง ๋์ค๋ฉด ํ๋ฃจ ์ข ์ผ ๊ณ
๊ฐ๋ค๊ณผ ์ด๋ฐ ์ ๋ฐ ์ด์ผ๊ธฐ๋ฅผ ๋๋๋๋คโ ๋ผ๋ ์ต์ฌ์ฅ์ ๊ณ ๊ฐ๊ณผ์ ์ํต์ด ์คํ ์ด ์ด์์
๋งค์ฐ ์ค์ํ ์์๋ผ๊ณ ๊ฐ์กฐํ๋ค. ์๋ก์ด ์๋์ฐจ๋ฅผ ๊ตฌ์ ํ๋ ค๊ณ ํ ๋, ๋ ๊ฐ์ ์กฐ๊ฑด์
๋ฏธ๊ตญ์ธ์ด ์ด์ํ๋ ๋๋ฌ์ ํ๊ตญ์ธ์ด ์ด์ํ๋ ๋๋ฌ๊ฐ ์๋ค๋ฉด ์ด๋ ๊ณณ์ ๋ฐฉ๋ฌธํ ๊ฒ์ธ
๊ฐ? ๋ฌผ๋ก ๋๋ถ๋ถ์ ํ๊ตญ์ธ๋ค์ ํ์๋ฅผ ์ ํํ ๊ฒ์ด๋ค. ์๊ฐํด๋ณด๋ฉด, ์ฐ๋ฆฌ๊ฐ ํ๊ตญ์ธ๋ค์ด
์ด์ํ๋ ์๋งค์ ์ ์ฆ๊ฒจ ์ฐพ๋ ์ด์ ๋ ๊ทธ๋ค๊ณผ์ ๋ํ๊ฐ ์ํํ๊ธฐ ๋๋ฌธ์ผ ๊ฒ์ด๋ค. ๊ทธ๋ฆฌ
๊ณ ๊ทธ๋ฌํ ๋ํ๋ก ์ธํด ์ค๋์ ๊ณ ๊ฐ ์ด์์ ๊ด๊ณ๊ฐ ์ฑ๋ฆฝ๋ ์๋ ์์ ๊ฒ์ด๋ค. ์ธํฐ๋ทฐ๋ฅผ
ํ๋ ๋์์๋ ๊ณ ๊ฐ๋ค์ด ๋ค์ด์ โMichaelโ ํ๋ฉฐ ์ต์ฌ์ฅ์ ์ด๋ฆ์ ๋ถ๋ฅด๋ ๊ฒ์ ์ด๋ ต์ง
์๊ฒ ๋ค์ ์ ์์๋ค. ์ด๋ ์ด๋ฏธ, ๋จ์ํ ์ค๋์ ๊ณ ๊ฐ์ ๊ด๊ณ๋ฅผ ๋์ด์ ๊ฒ์ด๋ผ ๋ณผ ์ ์
๋ค. ๊ทธ๋ฌํ ์์๋ค์ด โ๋จ๊ณจโ์ ๋ง๋ ๋ค๋ ๋ฐ๋ ์ฌ๋ฌ๋ถ๋ค๋ ์๊ฐ์ ๊ฐ์ด ํ๋ฆฌ๋ผ ๋ณธ๋ค.
์ํต์ ํตํ ํ๋งค ์์น
์ต์ฌ์ฅ ๋ถ๋ถ์ โ์ํตโ์ ๊ณ ๊ฐ๊ณผ์ ์น๋ถ ์ด์ธ์๋ โํ๋งคโ์ ์ง๊ฒฐ๋๊ณ ์๋ค. โํ๋งค ๋ชฉ์
์ด ์๋, ๊ฐ์กฑ ์๊ธฐ๋ ์ผ์์ ์ธ ์๊ธฐ๋ก ์์์ ํ๋ค ๋ณด๋ฉด ์์ฐ์ค๋ฝ๊ฒ ์ ํ์ ๊ดํ ์ด
์ผ๊ธฐ๋ก ์ฐ๊ฒฐ ๋ฉ๋๋คโ ๋ผ๋ ์ต์ฌ์ฅ์, ๋ฌผ๋ก ์ง๊ทนํ ์๋์ ์ผ๋ก ํ๋ ๊ฒ์ ์๋์ง๋ง ์ด
๋ฐ ์ ๋ฐ ์ ํ์ ๊ดํ ์ด์ผ๊ธฐ๋ค์ ํ๋ค ๋ณด๋ฉด $5์ ์๋นํ๋ฌ ์จ ๊ณ ๊ฐ์ด $50์ ์๋นํ๊ณ
๊ฐ๋ ๊ฒฝ์ฐ๋ ์ข ์ข ์๋ค๊ณ ํ๋ค. ์ธ์ผ์ ๊ธฐ๋ณธ์ ์ ํ ์ค๋ช ์ด๋ค. ์ด๋ ๋ฌผ๋ก , ์ ํ์ ๋ํ
์ง์์ ๊ธฐ๋ฐ์ผ๋ก ๊ฐ์ง๊ณ ์์ด์ผ ํ์ง๋ง, ๊ณ ๊ฐ์ด ํ์๋ก ํ๋ ๊ฒ์ ์ ํํ ์๊ณ ์์ด์ผ
ํ๊ธฐ๋ ํ๋ค. ๊ทธ๋ฌ๊ธฐ ์ํด์ โ์ํตโ์ด ํ์์ ์ธ ์์์์ ํ๋ฆผ ์๋ค. ๊ทธ๋ค์ ์ํต์ ๋
ํ ๋ ํ๊ฐ์ง ๋ ธํ์ฐ๋ โ์์ด์โ๋ผ๋ ๋ง์ ์ ๋ ํ์ง ์๋๋ค๋ ๊ฒ์ด๋ค. ์ค๋ น ์ฐพ๋ ์ ํ
์ ์คํ ์ด์์ ์ทจ๊ธํ์ง ์๋ ์ํฉ์๋ ํญ์ ๊ทธ์ ์์ํ๋ ์ ํ์ ๋์ ํ๋งคํ๋ ค ํ
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86 OTC Beauty Magazine August 2011
Retailer Profile
๋ค๊ณ ํ๋ค. โ์ฐพ๋ ์ ํ์ โ์์ด์โ ๋ผ๊ณ ๋ตํด ๋ฒ๋ฆฌ๋ฉด ๊ณ ๊ฐ์ด ๋ฐ๋ก
๋๊ฐ ๋ฒ๋ฆฌ๋ ๊ฒฝ์ฐ๊ฐ ์๊น๋๋คโ ๋ผ๋ ์ต์ฌ์ฅ์, ํ์๋ก ํ๋ ์ ํ
์ ์์ํ๋ ์ ํ์ ๋ณด์ฌ์ฃผ๊ณ ์ค๋ช ํด ์ฃผ๋ฉด ํ๋งค๋ก ์ฐ๊ฒฐ๋๋ ๊ฒฝ์ฐ
๊ฐ ๋ง๋ค๊ณ ํ๋ค. ๋ฏธ๋ฆฌ ์ง์ํ์ฌ โ์ ์๋์ ๊ทธ ์ ํ ์๋๋ฉด ์๋ผโ
๋ผ๋ ์๊ฐ์ ๋ฒ๋ฆฌ๊ณ ๋์ฒด ์ํ์ ์ ๊ทน ์ดํํ๋ค ๋ณด๋ฉด ๋ฐ๋์ ํ
๋งค์ ์์น์ ๊ฐ์ ธ์ฌ ๊ฒ์ด๋ค.
์ต์ฌ์ฅ ๋ถ๋ถ๋ ์์ฆ ๊ฐ์ฅ ํ๋ ์ ์ผ๋ก ์คํ ์ด ๋ด์ ์ ๋
๋ฅผ ๊ผฝ์๋ค. โ์ง๋ 10์ฌ๋ ๊ฐ ์ ๋์ ๊ดํ ๋ฌธ์ ๋ ๊ฑฐ์ ์์์ต๋
๋ค. ํ์ง๋ง ์ง๋ 2๋ ๊ฐ ๋์ ๋๊ฒ ๋ง์ ์ ๋ ์ฌ๊ฑด๋ค์ด ๋ฐ์ํ๊ณ
์์ต๋๋คโ ๋ผ๋ฉฐ ๋ฐฉ์ง์ฑ ์ผ๋ก ์นด๋ฉ๋ผ๊น์ง ์ค์น ํ์๋ค๊ณ ํ๋ค. ์ฌ
์ง์ด ๊ฒฝ์ฐฐ์ ๋ถ๋ฅด๋ ๊ฒฝ์ฐ๊ฐ ์๊ธฐ๊ธฐ๋ ํ๋๋ฐ, ๊ทธ์ ํ๋ฐฉ ์กฐ์น๋ก
๋์ ๋ธ๋ค๊ณ ํ๋ค. โ๋๋ก๋ ๊ฐ๋ ฅํ๊ฒ ๋์ฒํ๊ณ ์ถ์ง๋ง, ๊ทธ๋ ๊ฒ ํ
๋ฉด ์ ํฌ ๋ง์์ด ๋ถํธํด ์ง๋๋คโ ๋ผ๋ฉฐ, ์ด๋ฌํ ์ํฉ์์๋ ๊ณ ๊ฐ๋ค
์๊ฒ ์ฑ ์์ ๋ฌผ๊ธฐ ๋ณด๋ค๋ ๋ณธ์ธ๋ค์ด ์ํด๋ฅผ ๊ฐ์ํ๋ ๋ชจ์ต์ ๋ณด
์๋ค. ์์ผ๋ก ์ด๋ ค์ด ์ฌ๋๋ค์ ๋์์ฃผ๋ฉฐ ๋ด์ฌํ๋ฉฐ ์ด๊ณ ์ถ๋ค๋,
๋ ์คํ ๊ธฐ๋ ๊ต์ธ์ธ ์ด๋ค ๋ถ๋ถ์๊ฒ์ ์ง์ ์ผ๋ก ๊ณ ๊ฐ๋ค๊ณผ ๊ต๊ฐํ
๊ณ ์ ํ๋ ๋ง์ ์ฟ๋ณผ ์ ์์๋ค. ๋ง์ง๋ง์ผ๋ก ์ ๊ณ์ ํ๊ณ ์ถ์ ๋ง
์ ๋ฌป๋ ์ง๋ฌธ์ โ๋ชจ๋๋ค ์ด์ฌ ๋ ธ๋ ฅ์ ํ๊ณ ์๋๋ฐ, ๊ทน์ฌํ ๊ฐ๊ฒฉ
๊ฒฝ์์ผ๋ก ์ธํด ๋ณธ์ธ์ ๋ ธ๋ ฅ์ ํ๋์ด ๋ง๋ค์ง ์์์ผ๋ฉด ์ข๊ฒ ์ต๋
๋คโ ๋ผ๋ ๋๋ต์ ํ๋ฉฐ ์ธํฐ๋ทฐ๋ฅผ ๋ง์ณค๋ค.
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2011
ยฎ A
lber
to C
ulve
r in
c.
Ivan Zoot is the director of education and training for the Andis Company.
Zoot identifies, recruits, trains and manages Andisโ team of professional beauty industry educators. He is a featured presenter at industry shows and events
sharing information, education and enthusiasm for clipper cutting and the professional beauty industry. Zootโs background includes experience as a hairstylist, salon manager and owner, hair care product manufacturer, salon chain technical trainer, a regional sales manager, and consultant in the professional beauty industry. Along the way he has broken three Guinness World Haircutting records.
88 OTC Beauty Magazine August 2011
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for hair, skin and scalp led to the creation of the Womenโs Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence.
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90 OTC Beauty Magazine August 2011
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OCTOBER 2011 FALLTRADE SHOW
miAmiFT. LAuDERDALE WAR mEmORiAL800 N. E. 8TH ST., FT. LAuDERDALE, FL 33304
CHiCAgOJBS C&C BuiLDiNg3505 NORTH KimBALL AvE., CHiCAgO, iL 60618
ATLANTAJiNNy BEAuTy SuppLy3587 OAKCLiFF RD., DORAviLLE, gA 30340
LOS ANgELESSHRiNE AuDiTORium649 W. JEFFERSON BLvD., LOS ANgELES, CA 90007
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Jinny Show Ad Fall 2011.indd 4-5 6/28/2011 10:17:58 AM
94 OTC Beauty Magazine August 2011
ShowReportHaley McNeal
On June 4, 5 and 6 over 50,300 attendees experienced Premiere Orlando, the international beauty industryโs highest rated educational program for
hair, nail, day spa and business operation. The Orlando/Orange County Convention Center housed this event complete with representation from all 50 states and over 14 countries โ it was indeed a multinational hit. Education was top in the mindset of exhibitors and visitors alike and as a result incredible sessions abounded throughout the weekend. With over 2,700 booths and several hundred companies represented there was no way anyone could leave without learning something new about the methods, tips, tricks and secrets of the industry. Premiere Orlando featured multiple stages, each devoted to an individual facet of beauty. As the โring leaderโ if you will, the main stage served as the home for leading guest artists, industry icons and top guests. Talent and creativity abounded as the hottest trends, latest techniques and industry fashions were showcased there. The hair color today stage catered to every coloristโs need by providing information on how to stay ahead of the game. Especially since they are part of a creative field, stylists are constantly looking for ways to make themselves stand out from the competition. This was without a doubt just the place to gain that knowledge. They may be tiny, but nails are a large part of this industry too. The nail world stage offered education through over 80 education sessions in which guests learned all aspects of the art. From electric filing, acrylics, gels, French manicures, air brushing and embellishments to business savvy operations and client management, no stone was left unturned. Lastly, Premiere Orlando offered its largest and most comprehensive lineup to date with over 50 sessions dedicated to global texture and barbershops. The array of companies represented on the stage throughout the weekend provided enlightenment on this area. Oh, and we canโt forget to mention that the show saw its first ever flash mob this year. Simply adding to the excitement, this was only one of the special events that took place. All in all, Premiere Orlando awarded salon and spa professionals with a weekend of education and exhilaration. Who ever said learning canโt be fun? Learn more at www.premiereorlandoshow.biz.
continued to the next page
Western Buying Conference 2010
August 2011 OTC Beauty Magazine 89 83
96 OTC Beauty Magazine August 2011
ShowReport
Seen at
Premiere
Orlando
2011
Western Buying Conference 2010
August 2011 OTC Beauty Magazine 89 109
84 OTC Beauty Magazine August 2011
ShowReport
Western Buying Conference 2010
August 2011 OTC Beauty Magazine 89 109
100 OTC Beauty Magazine August 2011
ShowReportTony Bae
NBSDA 4์ฐจ ๋ทฐํฐ ํธ๋ ์ด๋ ์ผ ์ฑ๋ฃ
์ง๋ 7์ 17์ผ ๋ด์ ์ง
Secaucus์ ์์นํ
Meadowlands
Exposition Center
์์ ๋ฏธ์ฃผ ๋ทฐํฐ์ํ๋ผ์ด ์ด์ฐํฉํ
(NBSDA, ์ดํ์ฅ ์ฃผ๋ถํธ)์ ์ 4
์ฐจ ๋ทฐํฐ ํธ๋ ์ด๋ ์ผ๊ฐ ๊ฐ์ต ๋์ด
์ฑํฉ๋ฆฌ์ ๋ง์ ๋ด๋ ธ๋ค. ์ด๋ ํ์ฌ์๋
6๋ง sq ft ์ ํ์ฌ์ฅ์ 59๊ฐ ์ ์ฒด๊ฐ
์ฐธ์ฌํ์ฌ 341๊ฐ์ ๋ถ์ค๋ฅผ ๊ฐ๋
๋ฉ์ ์ผ๋ฉฐ, ์ ๊ตญ์์ ๋ชฐ๋ ค๋ 3,000
์ฌ๋ช ์ ๋ทฐํฐ ๊ด๊ณ์๋ค์ด ์ฐธ์์
ํ์๋ค. ์ฑํฉ์ ์ด๋ฃฌ ์๋ ์ผ์
๊ฒฝํ์ ํตํด ๋งค๋๋ฌ์ด ์งํ์ ๋ณด์ฌ์ค
NBSDA ํํ๋ ์ด๋ฒ ์ผ๋ฅผ ํตํด ํํ์
๊ฒฐ์๋ ฅ์ ๋ค์ ํ๋ฒ ๊ณผ์ ํ์๋ค.
์ค์ 9์์ ๋ณธ๊ฒฉ์ ์ผ๋ก ์์๋ ์ผ๋,
์ ํ๋ฒ์ค๊ฐ ๊ฐ ์๋ฐ์์ค๊ณผ ํ์ฌ์ฅ
์ฌ์ด๋ฅผ ์ด์ํ์ฌ ์ฐธ๊ฐ์๋ค์ ํธ๋ฆฌ๋ฅผ
์ ๊ณต ํ์๋ค. ์ด๋ ํ์ฌ์ ๊ฒฝํ
์ถ์ฒจ์์๋ ํ๊ตญ ํ์๋ํ ์ฐธ๊ฐ
ํญ๊ณต๊ถ์ด 1๋ฑ ๊ฒฝํ์ผ๋ก ์ค๋น๋์ด
์ฐธ๊ฐ์๋ค์ ๊ธฐ๋๋ฅผ ํ๊ป ๋์๋ค.
ํ์ฌ์ฅ์์์ ๋ชจ๋ ํ์ฌ๋ฅผ ๋ง์น๊ณ ,
์ ๋ 6 ์์๋ BOBBI BOSS ๋ธ๋๋์
ํค์ด์ ์ฒด Midway์ฌ์์ ๊ธฐํํ
์ธ์์ด ๋๋์ผ๊ฐ ๊ฐ์ต ๋์๋ค. ์ด๋
์ธ์์ด ๋๋์ผ์๋ 1,000์ฌ๋ช ์
์ฌ๋๋ค์ด ์ฐธ์ํ์ฌ ๊ณ ๊ธ์ค๋ฌ์ด ํธํ
์์๊ณผ ์ต๊ณ ์ ๋๋ฐ ์ธ์์ด์จ์ ๋ฉ์ง
๊ณต์ฐ์ผ๋ก ํฅ๊ฒจ์ด ์๊ฐ์ ํจ๊ป ํ์๋ค.
์ด๋ฒ ์ผ๋ฅผ ๋ง์น ์ฃผ๋ถํธ
ํํ ์ด ํ์ฅ์ ์ด๋ฒ ์ผ์ ์ค๋น๋ถํฐ
์งํ๊น์ง ๋ชจ๋ ๋ถ๋ถ์ ํ์จ์ฃผ์ ๋ชจ๋
ํํ ์์๋ค์๊ฒ ๊ฐ์ฌํจ์ ์ ํ์๊ณ ,
์ฐธ๊ฐ์ ์ฒด ๋ฐ ์ฐธ๊ฐํด ์ฃผ์ ๋ทฐํฐ ๊ฐ์กฑ
์ฌ๋ฌ๋ถ๋ค๊ป ๊ฐ์ฌ์ ๋ง์ ์ ํ์๋ค.
Western Buying Conference 2010
August 2011 OTC Beauty Magazine 89 101
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102 OTC Beauty Magazine August 2011
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Western Buying Conference 2010
August 2011 OTC Beauty Magazine 89 109
84 OTC Beauty Magazine August 2011
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ยฉ2011 JINNY CORP.
- GOLDEN TOURMALINE- TURBO FUNCTION- COATED PLATE- TURBO INDICATOR LIGHT
- ON/OFF SWITCH- TEMPERATURE REGULATOR- POWER INDICATOR LIGHT- 9FT. 360ยฐ SWIVEL CORD
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Dream World Inc. โข Toll Free: 800-535-6110 โข Tel: 847-600-3030 โข Fax: 847-600-3035
Western Buying Conference 2010
August 2011 OTC Beauty Magazine 89 109
1/2โ
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Toll Free: 800-535-6110 โข Tel: 847-600-3030 โข Fax: 847-600-3035ยฉ2011 JINNY CORP.
SOLD EXCLUSIVELY ATJINNY BEAUTY SUPPLY
106 OTC Beauty Magazine August 2011
ShowReport
On July 4, 2011 Jinny Corporation officially opened its newest branch in Houston, Texas. This date has a special meaning to Jinny members due to the fact that itโs not just the national holiday, but itโs also the birthday of the Jinny United founder, Mr. Tae Hoon Jhin. โWe have opened this branch in less than one month and we have outdone ourselves this time around,โ Eddie Jhin stated. โWe want to be able to service our current customers and hopefully new customers in the Houston region with better service, which they deserve now and into the future. With the new Houston branch now open, our Dallas branch can focus more into the Dallas market much better than before and this is our ultimate goal.โ โI give my full respect to our employees that have made this happen for the company,โ Jhin added. Jinny Corporation plans to open one more new branch in Oakland, California later this year and several new branches in year 2012. โOur three year plan has been already mapped out in detail and we are revising our plan on a monthly basis in order to make it better and risk free,โ Jhin stated. As the legendary football coach Vince Lombardi once said, โThe dictionary is the only place that success comes before work.โ โWe believe in this same philosophy and we make sure that everyone who works for our companies put this to action in their daily lives,โ Jhin explained. โOnly hard work will make the impossible into reality and everything will come out at the end.โ Jinny Houston respectfully asks the OTC customers in Houston to give our company just one chance to serve you and we will do our best in order to make your business more successful for the future. We also ask our customers for forgiveness for any future mistakes that may arise, for we do not plan to make them on purpose; we are simply new to Houston and may not know any better, so please teach us. Once again, Jinny Houston would like to thank you all for making this happen and our customers for the opportunity to serve them.
Jinny Corporation์ 2011๋ 7์ 4์ผ ํ ์ฌ์ค ํด์คํด์ ์๋ก์ด
์ง์ ์ ๊ฐ์ค ํ์๋ค. 7์ 4์ผ์ Jinny ์ง์๋ค์๊ฒ๋ ํน๋ณํ
์๋ฏธ๊ฐ ์๋ ๋ ๋ก ๋ฏธ๊ตญ์ ๋ ๋ฆฝ ๊ธฐ๋ ์ผ ์ด๋ผ๋ ์๋ฏธ๋ฟ๋ง ์๋๋ผ
Jinny United์ ์ฐฝ์ ์ฃผ์ด์ ๊ณ ์ง ํํํ์ฅ์ ์์ผ ์ด๋ผ๋ ๋
๋ค๋ฅธ ์๋ฏธ๊ฐ ์๊ธฐ ๋๋ฌธ์ด๋ค.
โํด์คํด ์ง์ ์ ํ๋ฌ๋จ์ง์ด๋ผ๋ ์ต๋จ ๊ธฐ๊ฐ์ ๊ฐ์ ์
ํ๋ ๊ธฐ๋ก์ ์ธ์ ์ต๋๋ค. ์ ํฌ๋ ๊ธฐ์กด์ ๊ณ ๊ฐ๋ถ๋ค ๋ฟ๋ง์๋๋ผ
ํด์คํด์ง์ญ์ ์๋ก์ด ๊ณ ๊ฐ๋ถ๋ค๊ป ๋ณด๋ค ๋์ ์๋น์ค๋ฅผ
์ง์์ ์ผ๋ก ์ ๊ณตํ๊ฒ๋๊ธธ ํฌ๋งํ๋ฉฐ, ํด์คํด ์ง์ ์ ๊ฐ์ ์ผ๋ก
๋ฌ๋ผ์ค ์ง์ ์ ๋ฌ๋ผ์ค ์์ฅ์ ์ง์คํจ์ผ๋ก์ ๋ณด๋ค ์ฐจ๋ณํ๋
์๋น์ค๋ฅผ ์ ๊ณต ํ๋ค๋ ๊ฒ์ด ์ ํฌ์ ๊ถ๊ทน์ ์ธ ๋ชฉํ์ ๋๋คโ ๋ผ๊ณ
์๋ ์ง ์ฌ์ฅ์ ์ธ๊ธํ๊ณ โ์ ๋ ์ฑ๊ณต์ ์ธ ๊ฐ์ ์ ์ด๋ฃจ์ด๋ธ ์ง์
๋ชจ๋ ๋ถ๋ค๊ป ์ง์ฌ์ผ๋ก ์กด๊ฒฝ๊ณผ ๊ฐ์ฌ๋ฅผ ๋๋ฆฝ๋๋คโ๋ผ๊ณ ๋ง๋ถ์๋ค.
Jinny Corporation์ ์ฌ ํ๋ฐ๊ธฐ์ ์บ๋ฆฌํฌ๋์
์คํด๋๋์ ์๋ก์ด ์ง์ ์ ํ๋ ๋ ๊ฐ์ ํ ๊ณํ์ด๋ฉฐ 2012๋ ์๋
์ฌ๋ฌ๊ฐ์ ์๋ก์ด ์ง์ ์ ๊ฐ์ ํ๋ค๋ ๊ณํ์ ๊ฐ๊ณ ์๋ค. ์๋ ์ง
์ฌ์ฅ์ โ์ ํฌ๋ ํฅํ 3๊ฐ๋ ํฌ์๊ณํ์ ์ด๋ฏธ ์๋ฆฝ, ํ์ ํ์๊ณ
์ฑ๊ณต์ ์ธ ๊ณํ์ ์งํ์ ์ํด ์ํ๋ถ๋ด์ ์ต์ํ ํ๊ธฐ์ํ
์คํ๊ณํ์ ๋งค์ ์ง์์ ์ผ๋ก ๊ฒํ ์์ ํด ๋๊ฐ๊ณ ์์ต๋๋คโ
๋ผ๊ณ ์ธ๊ธํ์๋ค.
์ ์ค์ ์ธ ๋ฏธ์์ถ๊ตฌ ์ฝ์น์ธ Vince Lombardi๊ฐ โ์ฑ๊ณต
(Success)์ด๋ ๋ง์ ์ค์ง ์ฌ์ ์์๋ง ๋ ธ๋ ฅ(Work)์ด๋ผ๋
๋ง๋ณด๋ค ์์ ์์นํด ์๋คโ๋ผ๊ณ ๋งํ๋ฏ์ด, โ์ฐ๋ฆฌ๋ ์ด ๋ง์
์ ์ ์ผ๋ก ๋์ํ๋ฉฐ ์ ํฌ ๋ชจ๋ ์์ง์์ ์ด์๊ฐ์ ์ ๋ ์ ๊ฐ๊ณ
์ค์ง ์ต์ ์ ๋ ธ๋ ฅ๋ง์ด ๋ถ๊ฐ๋ฅ์ ๊ฐ๋ฅ์ผ๋ก ์ด๋์ด์ฃผ๋ ์ฒฉ๊ฒฝ์์
๋ช ์ฌ์ผ ํ๊ณ ์์ต๋๋ค.โ ๋ผ๊ณ ์๋ ์ง ์ฌ์ฅ์ ์ค๋ช ํ์๋ค.
โJinny ํด์คํด ์ง์ ์ ํด์คํด์ OTC ๊ณ ๊ฐ๋ถ๋ค๊ป
์ต์ ์ ์๋น์ค๋ฅผ ์ ๊ณตํ ์ ์๋ ๊ธฐํ๋ง ํ๋ฝํด ์ค๋ค๋ฉด Jinny
๋ ๊ณ ๊ฐ๋ถ๋ค๊ป ๋ณด๋ค ์ฑ๊ณต์ ์ธ ๋ฏธ๋์ ๋น์ง๋์ค๋ฅผ ์ฐฝ์ถํ ์
์๋๋ก ์ต์ ์ ๋ ธ๋ ฅ๊ณผ ์๋น์ค๋ฅผ ์ ๊ณต ํ ๊ฒ์ด๋ฉฐ, ์์ธ๋ฌ ๋ณธ์
์๋๊ฒ ์๊ธธ์ ์๋ ์ค์์ ๋ํด ๋๊ทธ๋ฌ์ด ๋ง์์ผ๋ก ์ํดํด
์ฃผ๊ธธ ๋น๋ถ๋๋ฆฌ๋ฉฐ ๋ณด๋ค ๋์ ์๋น์ค ์ ๊ณต์ ์ํด Jinny๊ฐ ์์ง
๋ชปํ๋ ํด์คํด์ ๊ทธ ์ด๋ค ๊ฐ๋ฅด์นจ๋ ๊ฒธํํ๊ฒ ๋ฐ์ ๋ค์ผ์
์๋๋ก ์๋์๋ ์ง๋ํธ๋ฌ์ ๋น๋ถ๋๋ฆฝ๋๋ค.
๋ค์ํ๋ฒ Jinny ํด์คํด์ง์ ์ ์ง์ฌ์ผ๋ก ์ค๋์ ๊ฐ์ ์
์๊ฒ ํด์ค ๋ชจ๋ ๋ถ๋ค ๊ทธ๋ฆฌ๊ณ ๊ณ ๊ฐ ์ฌ๋ฌ๋ถ๊ป ์๋น์ค๋ฅผ ์ ๊ณตํ ์
์๋ ๊ธฐํ๋ฅผ ์ฃผ์ฌ์ ๊ฐ์ฌํจ์ ์ ํฉ๋๋ค.โ
Respectfully,
Eddie JhinTop Manager of Jinny United
HOUSTON GRAND OPENING
Western Buying Conference 2010
Attention ALL Jinny
Centurion CArdhoLdersโฆ
Call your local Jinny branch now for special deals!
Your sales representative has information about exclusive specials available to you.
Jinny Atlanta800-936-8733
Jinny Chicago800-535-6110
Jinny Dallas866-925-4669
Jinny Los Angeles877-644-0167
Jinny Miami866-616-3200
J INNY CENTURIONM E M B E R S H I P C A R D
8910
Member Since Valid Thru
Centurion card thirdpage.indd 78 1/31/2011 4:19:18 PM
August 2011 OTC Beauty Magazine 107
108 OTC Beauty Magazine August 2011
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Western Buying Conference 2010
August 2011 OTC Beauty Magazine 89 83
FANTASIAยฎ
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ยฉ 2011 โข Made in USA
fantasiahaircare.com
OTC full pg_Layout 1 3/19/11 11:56 AM Page 1
110 OTC Beauty Magazine August 2011
JinnyNews
P r o m o t i o n a l r a f f l eJ B S ๋ทฐ ํฐ ํด ๋ฝ ๊ฒฝ ํ ์ถ ์ฒจ ๊ฒฐ ๊ณผ
As a June promotion, JBS Beauty Club held a raffle and we are excited to report the results. Customers were allowed to play an active role in the event as they randomly selected tickets for the winners. Congratulations to the following prize recipients:
์ง๋ 6์, JBS ๋ทฐํฐ ํด๋ฝ์ ์ํํ๋ก๋ชจ์ ์ ์ํ ๊ฒฝํ์ถ์ฒจ์
ํ์์ผ๋ฉฐ, ๊ทธ ๊ฒฐ๊ณผ๋ฅผ ๋ฐํ ํ์์ต๋๋ค. ํ์ฌ์ ์ฐธ๊ฐํ ๊ณ ๊ฐ๋ค์
๋ฌด์์๋ก ์ ์ ํ ํฐ์ผ์ ์ํด ๊ฒฝํ์ ๋ฐ์ ์ ์์ต๋๋ค.
๋น์ฒจ๋ฒํธ์ ๊ฒฝํ์ ์๋์ ๊ฐ์ด ๋ฐํํฉ๋๋ค.
Find us on FACEBOOK & TWITTERTaliah Waajid knows what my hair needs to be healthywww.naturalhair.org
Over 25 years of hands-on experience with
natural, curly, wavy kinky and coily hair...
Who else are you going to trust with your hair?
For Natural, Curly, Wavy and Coily Hair.No Alcohol, No Flaking, No Frizz. Just Beautiful Healthy Hair.
6792499 6792805 5 5 1 3 8 7 1 5 5 1 3 6 1 2 5 5 1 3 9 3 3 3 8 4 1 9 2
5513859 6 7 9 2 5 4 1 5 5 1 3 9 1 1 5 5 1 3 5 7 3 5 5 1 3 8 6 0
6 7 9 2 5 0 4 5 5 1 3 8 1 0 6 7 9 2 6 3 2 6 7 9 2 7 3 66 7 9 2 5 8 2 6 7 9 2 6 1 5 5 5 1 3 8 7 5 5 5 1 3 6 7 15 5 1 3 8 8 7 6 7 9 2 6 2 8 6 7 9 2 6 6 6 6 7 9 2 7 8 9
5 5 1 3 5 6 8 5 5 1 3 9 1 8 6 7 9 2 5 3 35 5 1 3 7 2 4 6 7 9 2 8 4 5 6 7 9 2 6 1 36 7 9 2 5 7 9 5 5 1 3 9 4 9 5 5 1 3 9 3 65 5 1 3 7 3 3 6 7 9 2 8 6 8 6 7 9 2 8 7 06 7 9 2 5 3 4 5 5 1 3 5 8 2 6 7 9 2 8 7 1
5th Prize
Tic
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T N
UM
Be
R
1st Prize 2nd Prize 3rd Prize 4th Prize
Western Buying Conference 2010
August 2011 OTC Beauty Magazine 89 109
J B S ๋ทฐ ํฐ ํด ๋ฝ ๊ฒฝ ํ ์ถ ์ฒจ ๊ฒฐ ๊ณผ
Find us on FACEBOOK & TWITTERTaliah Waajid knows what my hair needs to be healthywww.naturalhair.org
Over 25 years of hands-on experience with
natural, curly, wavy kinky and coily hair...
Who else are you going to trust with your hair?
For Natural, Curly, Wavy and Coily Hair.No Alcohol, No Flaking, No Frizz. Just Beautiful Healthy Hair.
Hello to all OTC store owners and its staff members: When you read the title to this article, it states โbeauty supplyโ in bold and underlined, and when you had to describe in the lease agreement what your business was, what did you put? Almost 99 percent wrote down that your business is a beauty supply store. Even your outdoor sign on the store generally states โBeauty Supplyโ as well. For some odd reason, the selection and inventory levels of our beauty supply and beauty general merchandises in OTC stores are shrinking at an alarming speed over the past several years. There may be good reasons why the OTC beauty supply stores have decreased their selection of goods and I am sure they knew what they were doing at that time. Still the fact remains that if you look inside at a very successful beauty supply store in any major city or small rural town, these stores have one thing in common; they have concentrated on the wide selection of beauty supplies and beauty general merchandise in their stores. I am fully aware that buying many brands of hair, fashion, custom general merchandise and shoes has become the major focus for OTC stores. Our company sells them as well due to high demand from our customers. Many OTC store owners proudly state that their hair sales make up 60 to 70 percent of their store sales per month and now some stores state that shoe sales make up 10 to 20 percent of sales per month. We must not forget the main reason that your consumers come to your store is to buy a necessary gel, oil sheen or simple hair pin. It is the same reason we go
to grocery store โ to buy milk, orange juice and eggs. This is the reason why every single grocery store places these products all the way in the back. It causes us to walk down the aisles and pick up other things along the way. I am a strong believer in carrying a wide selection of beauty supplies and beauty general merchandise for the OTC beauty supply stores who want to succeed and weather these hard economic times with ease. This is not because our company has the most selection in the country, nor am I suggesting that you should purchase through our company at all. Some 30 years ago, our predecessors before us gave us a great business model that even today, no single major retail chain competes with our OTC Beauty Supply stores head on. We all need to regroup, think about our current status and be different in times of trouble. Make small changes to your store; for example, on every order you place with your chosen distributor invest $100 to $200 dollars on items that you never carried before. These small changes will definitely help increase your sales in coming months. Lastly, nobody likes change, but those who take the initiative will be able to rise from this economic downturn. Not everyone is created equal, but we all have the same opportunity to change for the better. Thank you for your time.
Eddie JhinTop Manager of Jinny United
112 OTC Beauty Magazine August 2011
JinnyNews
How to Increase Your BeautY supplY store BusIness In Hard tImes
๋ชจ๋ ์คํ ์ด ์ค๋๋ค๊ณผ ์ง์ ์ฌ๋ฌ๋ถ๋ค, ์๋ ํ์ญ๋๊น?
์ฌ๋ฌ๋ถ์ ์ด ๊ธ์ ์ ๋ชฉ์ ์ฝ์ผ์ค ๋ โ๋ทฐํฐ
์ํ๋ผ์ดโ๊ฐ ๊ตต์ ๊ธ์จ๋ก ํ๊ธฐ๋์ด ์๋ ๊ฒ์ ๋ณด์ จ์
ํ ๋ฐ, ์ฌ๋ฌ๋ถ์ ์๋ ๊ณ์ฝ์๋ฅผ ์ฐ์ค ๋ ๋น์ฆ๋์ค ์ข ๋ฅ์
๋ฌด์์ด๋ผ๊ณ ๊ธฐ์ ํ์ จ์ต๋๊น? ์๋ง ์ฌ๋ฌ๋ถ์ 99%๋
๋ทฐํฐ ์ํ๋ผ์ด ์คํ ์ด๋ผ๊ณ ๊ธฐ์ ํ์ จ์ ๊ฒ์ ๋๋ค. ๋ํ
์คํ ์ด ๊ฐํ์๋ ๋๋ถ๋ถ โ๋ทฐํฐ ์ํ๋ผ์ดโ๋ผ๊ณ ๋์ด์์
๊ฒ์ ๋๋ค. ํ์ง๋ง ์ด์ํ๊ฒ๋, OTC ์คํ ์ด์์
ํ๋งค๋๋ ๋ทฐํฐ ์ํ๋ผ์ด ์ ํ๊ณผ ์ผ๋ฐ์ ์ธ ๋ทฐํฐ ์ ํ์ด
์ค์ด๋ค๊ณ ์์ผ๋ฉฐ, ์ง๋ ๋ช ๋ ๋์์ ๋ฌด์์ด ์๋๋ก
์ค์ด๋ค๊ณ ์์ต๋๋ค.
OTC ๋ทฐํฐ ์ํ๋ผ์ด ์คํ ์ด๋ค์ด ๊ทธ๋ฌํ ์ ํ๋ค์
์ค์ด๋ ๋ฐ๋ ๊ทธ๋งํ ์ด์ ๊ฐ ์์ ๊ฒ์ด๋ฉฐ, ๋ถ๋ช ํ ์ค๋
์ฌ๋ฌ๋ถ๋ค๋ ํ๋ช ํ ์ ํ์ ํ์ จ์ผ๋ฆฌ๋ผ ๋ฏฟ์ต๋๋ค.
ํ์ง๋ง ํฐ ๋์๋ ์์ ํ์ด์์ ๋งค์ฐ ์ฑ๊ณต์ ์ผ๋ก
์ด์๋๊ณ ์๋ ๋ทฐํฐ ์ํ๋ผ์ด ์คํ ์ด๋ค์ ์์ธํ
๋ค์ฌ๋ค ๋ณด๋ฉด ํ๊ฐ์ง ๊ณตํต์ ์ด ์์ต๋๋ค. ๊ทธ๊ฒ์,
๊ทธ๋ค์ด ๋ฐฉ๋ํ ์ข ๋ฅ์ ๋ทฐํฐ ์ํ๋ผ์ด ์ ํ ๋ฐ ์ผ๋ฐ ๋ทฐํฐ
์ ํ๋ค์ ์ทจ๊ธํ๊ณ ์๋ค๋ ์ฌ์ค์ ๋๋ค.
์ ๋ OTC ์คํ ์ด๋ค์ด ๋ง์ ํค์ด, ํจ์ , ์ผ๋ฐ ์กํ,
๊ทธ๋ฆฌ๊ณ ์ ๋ฐ ์ ํ๋ค์ ์ด์ ์ ๋ง์ถ๊ณ ์๋ค๋ ๊ฒ์ ์
์๊ณ ์์ต๋๋ค. ์ ํฌ ํ์ฌ๋ ๊ทธ๋ฌํ ์ ํ๋ค์ ํ๋งคํ๊ณ
์์ผ๋ฉฐ ์ ํฌ ๊ณ ๊ฐ๋ค๋ก๋ถํฐ ๋ง์ ๊ด์ฌ์ ๋ฐ๊ณ ์๋ค๋
๊ฒ๋ ์๊ณ ์์ต๋๋ค. ๋ง์ OTC ์คํ ์ด ์ค๋๋ค์ด
์คํ ์ด์์ ํ๋ฌ ํ๋งค์ 60~70%๊ฐ ํค์ด ํ๋งค๋ผ๊ณ
์๋์ค๋ฝ๊ฒ ๋ง์ํ์๋ ๋ถ๋ค์ด ๊ณ์๋ฉฐ, ์์ฆ์
10~20%์ ํ๋งค๊ฐ ์ ๋ฐ์ด๋ผ๊ณ ๋ง์ํ์๋ ์ค๋๋ค๋
๊ณ์ญ๋๋ค. ์ฐ๋ฆฌ๊ฐ ๋ฐ๋์ ์์ง ๋ง์์ผ ํ ๊ฒ์,
์ฌ๋ฌ๋ถ์ ๊ณ ๊ฐ๋ค์ด ์คํ ์ด๋ฅผ ๋ฐฉ๋ฌธํ๋ ๋ชฉ์ ์ด ํ์ํ
์ ค, ์ค์ผ ์ (oil sheen), ๊ทธ๋ฆฌ๊ณ ํค์ดํ์ ๊ตฌ์ ํ๊ธฐ
์ํจ์ด๋ผ๋ ๊ฒ์ ๋๋ค. ์ด๋, ์ฐ๋ฆฌ๊ฐ ์ฐ์ , ์ค๋ ์ง ์ฃผ์ค,
๊ทธ๋ฆฌ๊ณ ๊ณ๋์ ์ฌ๊ธฐ ์ํด ๊ทธ๋ก์๋ฆฌ ์คํ ์ด๋ฅผ ๋ฐฉ๋ฌธํ๋
๊ฒ๊ณผ ๊ฐ์ ๋งฅ๋ฝ ์ ๋๋ค. ๋ชจ๋ ๊ทธ๋ก์๋ฆฌ ์คํ ์ด๋ค์ด
๊ทธ๋ฌํ ์ ํ๋ค์ ๊ฐ์ฅ ์์ชฝ์ ๋ฐฐ์นํ๋ ์ด์ ์ด๊ธฐ๋
ํฉ๋๋ค. ๊ทธ๋์ผ ์๋น์๋ค์ด ๊ณ ๊ฐ๋ค์ด ๊ทธ๋ฌํ ์ ํ๋ค์
๊ตฌ์ ํ๊ธฐ ์ํด ํต๋ก๋ฅผ ์ง๋๊ฐ๋ค๊ฐ ๋ค๋ฅธ ์ ํ๋ค๋
๊ตฌ์ ํ ์ ์๊ธฐ ๋๋ฌธ์ ๋๋ค.
์ ๋ ๋ค์ํ ์ข ๋ฅ์ ๋ทฐํฐ ์ํ๋ผ์ด ๋ฐ ์ผ๋ฐ ๋ทฐํฐ
์ ํ๋ค์ ์ทจ๊ธํ๋ OTC ๋ทฐํฐ ์ํ๋ผ์ด ์คํ ์ด๊ฐ
์ด๋ ค์ด ๊ฒฝ์ ์ ์๊ด์์ด ์ฑ๊ณต์ ์ด๋ฃฐ ์ ์๋ค๊ณ ๊ตณ๊ฒ
๋ฏฟ๊ณ ์์ต๋๋ค. ์ ํฌ ํ์ฌ๊ฐ ๋ฏธ๊ตญ ๋ด์์ ๊ฐ์ฅ ๋ง์
์ข ๋ฅ์ ๋ทฐํฐ ์ ํ๋ค์ ํ๋งคํด์๊ฐ ์๋๋ฉฐ, ์ฌ๋ฌ๋ถ์๊ฒ
๊ผญ ์ ํฌ ํ์ฌ๋ฅผ ํตํด์๋ง ๊ตฌ์ ํ ๊ฒ์ ์ข ์ฉํ๋ ๊ฒ๋
์ ๋ ์๋๋๋ค. 30์ฌ๋ ์ ์, ํ์ฌ์ ๋น์ฆ๋์ค ํํ๊ฐ
๊ฐ์ถฐ ์ง๊ธฐ๋์ ์ ์ฐ๋ฆฌ ์ ๋ฐฐ๋๋ค ์์ ์๋ ์ด๋ ํ ๋ํ
์ฒด์ธ ์คํ ์ด๋ ์ฐ๋ฆฌ OTC ๋ทฐํฐ ์ํ๋ผ์ด ์คํ ์ด์ ๊ฒฌ์ค
์ ์์์ต๋๋ค.
์ฐ๋ฆฌ๋ ํ์ฌ์ ์ํฉ์ ๊ณ ๋ คํ์ฌ ์ฌ์ ๋นํด์ผ ํ๋ฉฐ,
์ด๋ฐ ์ด๋ ค์ด ์๊ธฐ์ ๋ณํํด์ผ ํฉ๋๋ค. ์๋ฅผ ๋ค์ด,
๊ฑฐ๋ํ๋ ๋๋งค์์ ์ฃผ๋ฌธ์ ํ ๋, $100~$200์ ๋๋ฅผ
ํ๋ฒ๋ ์ทจ๊ธํ์ง ์๋ ์ ํ์ ํฌ์๋ฅผ ํด๋ณด๋ ๊ฒ๊ณผ ๊ฐ์
์์ ๋ณํ๋ฅผ ์ค ๋ณด์ธ์. ์ด๋ฌํ ์์ ๋ณํ๊ฐ ์ฌ๋ฌ๋ถ์
ํ๋งค์ ํ์คํ ๋์์ ์ค ๊ฒ์ ๋๋ค. ๋ง์ง๋ง์ผ๋ก, ๋ณํ๋ฅผ
์ข์ํ๋ ์ฌ๋์ ์์ง๋ง, ์ด๋ฌํ ์ง์ทจ์ ์ธ ์๊ฐ์
๊ฐ์ง๊ณ ์๋ ์ฌ๋๋ค์ด ๋ถํฉ์ ์ด๊ฒจ๋๊ฐ ์ ์์ต๋๋ค.
๋ชจ๋ ์ฌ๋์ด ๋๊ฐ์ง๋ ์์ง๋ง, ๋ฐ์ ํ ์ ์๋ ๊ธฐํ๋
๋ชจ๋์๊ฒ ๋๊ฐ์ด ์ฃผ์ด์ง๋ ๊ฒ์ ๋๋ค. ์๊ฐ์ ๋ด์ด ๊ธ์
์ฝ์ด ์ฃผ์ ์ ๊ฐ์ฌํฉ๋๋ค.
Eddie JhinTop Manager of Jinny United
๋ถํฉ ์์์ ์ฌ๋ฌ๋ถ์ ๋ทฐํฐ ์ํ๋ผ์ด ์คํ ์ด๋ฅผ ์ฑ์ฅ์ํค๋ ๋ฒ
August 2011 OTC Beauty Magazine 113
Beginning January 1 through June 30, 2011 and between
July 1 to December 30, the two customers who purchase the
highest volume of Belson Products (based on the total dollar
amount) over all Jinny locations (Chicago, Atlanta, Dallas,
Miami and Los Angeles) will receive a 2-year, 15,000
mile per year lease on a brand new 3-series BMW.
Winners will be selected on July 4 and December 31, 2011.
The purchase of Belson Products must be through the following Jinny locations:
Jinny Corp. 770-734-9222
JBS Beauty Club 678-805-3297
Jinny Corp. 847-600-3030
JBS Beauty Club 847-600-3010
Jinny Corp. 214-261-3025
JBS Beauty Club 214-261-3040
Jinny Corp. 786-248-3200
JBS Beauty Club 786-248-3215
Jinny Corp. 323-973-7007
JBS Beauty Club 323-973-7017
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ExCL
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116 OTC Beauty Magazine August 2011
๋ด์ค๊ฑฐ๋ฆฌ
์ข๋ณ๊ธฐ ๋ฌผ๊ณผ ์์๋ ๋ฌผ, ์ด๋ ์ชฝ์ด ๊นจ๋ํ ๊น?์ฐ๋ฆฌ๊ฐ ์ค๋ด ์ฒญ์๋ฅผ ํ ๋ ํํ ๋ณ๊ธฐ๋
์ฑํฌ๋ ๋ฑ์๋ ์๊ฒฉํ ์ฃ๋๋ฅผ ๋ค์ด๋
์ง๋ง, ์ด๋ถ์ด๋ ์ปดํจํฐ ํค๋ณด๋ ๋ฑ์๋
์๋์ ์ผ๋ก ๊ด๋ํ ํธ์ด๋ค. ๊ทธ ๊ฒฐ๊ณผ๋
์ด๋ป๊ฒ ๋ํ๋ ๊น? ์๊ตญ ๋ฐ์ผ๋ฆฌ๋ฉ์ผ์
โ๋ณด์ด์ง ์๋ ์ง์ ์ธ๊ท ๊ณผ์ ์ ์โ์ด๋
์ ๋ชฉ์ ๊ธฐ์ฌ์์ ์ฐ๋ฆฌ๊ฐ โ๋น๊ต์ ๊นจ๋
ํ ๊ฒโ์ด๋ผ ๋ฏฟ๋ ๋ฌผ๊ฑด๋ค๊ณผ ๊ทธ๋ ์ง ์์
๋ฌผ๊ฑด ์์ ์ด๊ณ ์๋ ์ธ๊ท ์๋ฅผ ๋น๊ต
๋ถ์ํ ๊ฒฐ๊ณผ๋ฅผ ์๊ฐํ๋ค.
- โ์ข๋ณ๊ธฐ ์ํธ(seat)โ vs. โ์ปดํจํฐ ํค
๋ณด๋โ
๋ฏธ์๋ฌผ ์์์ ์ปดํจํฐ ํค๋ณด๋์ ์์น.
์ปดํจํฐ ํค๋ณด๋์๋ ์ข๋ณ๊ธฐ ์ํธ๋ณด๋ค
400๋ฐฐ๊ฐ ๋ง์ ๋ฏธ์๋ฌผ์ด ์ด๊ณ ์๋ ๊ฒ
์ผ๋ก ๋ํ๋ฌ๋ค. 2008๋ ์กฐ์ฌ์ ๋ฐ๋ฅด
๋ฉด, 33๊ฐ์ ํค๋ณด๋๋ฅผ ์๊ฑฐํด ์กฐ์ฌํ
๊ฒฐ๊ณผ, 4๊ฐ์์ ์์ค๋ ์์ธ๊ท ์ธ ํฌ๋
์๊ตฌ๊ท ๊ณผ ๋์ฅ๊ท ์ด ๋ฐ๊ฒฌ๋์ผ๋ฉฐ, ์ด ์ค
ํ๋๋ ์กฐ์ฌ๋ฅผ ์งํํ๋ ๋ฏธ์๋ฌผํ์๊ฐ
โ์ฌ์ฌ์ฉ ๋ถ๊ฐโ ํ์ ์ ๋ด๋ ค ํ๊ธฐ๋๋ค.
- โ์ข๋ณ๊ธฐ ์ ๋ฌผ(ๆฐด)โ vs. โ์์๋ ๋ฌผโ
๋ฏธ๊ตญ์์๋ 2007๋ 10๋ ์๋ ํฌ๋ฌ๋ฆฌ
์นดํฐ๋ง์ด ํ๊ต ๊ณผํ์๊ฐ ํ๋ก์ ํธ๋ก
์ด ๋ถ์ ๋ด์ฉ์ ๋ฐํํด ์ผ์ธ์ด์ ์ ์ผ
์ผํค๋ฉฐ ์ผ์ฝ ์ ๋ช ์ธ์ฌ๊ฐ ๋์๋ค. ์นดํฐ
๋ง์ ๋ฉด๋ด์ผ๋ก ์์ชฝ์ ๋ฌผ์ ์ฑ์ทจํ ๋ค
ํํธ๋ฆฌ์ ์์์ ์ธ๊ท ์ ๋ฐฐ์ํ๋ ๋ฐฉ์
์ ์ผ๊ณ , ๊ทธ ๊ฒฐ๊ณผ ์ข๋ณ๊ธฐ ์ ๋ฌผ์ โ์ด๊ท
์ํโ์ ๊ฐ๊น์ด ๊ฒ์ผ๋ก ๋ํ๋ฌ๋ค.
- โ๋๋ฌด ๋๋งโ vs โํ๋ผ์คํฑ ๋๋งโ
1990๋ ๋ ์ ๋ฝ ๊ฑด๊ฐ ์ ๋ฌธ๊ฐ๋ค์ ํ๋ผ
์คํฑ ๋๋ง๊ฐ ๋๋ฌด ๋๋ง๋ณด๋ค ์์ ํ๋ค
๋ ๊ฒฐ๋ก ์ ๋ด๋ ธ์๋ค. ์ธ๊ท ์ด ๋๋ฌด ํ๋ฉด
์์ ์ ์๋ผ๊ธฐ ๋๋ฌธ์ด๋ค. ๊ทธ๋ฌ๋ ์ต๊ทผ
์กฐ์ฌ์์๋ ์คํ๋ ค ๋๋ฌด ๋๋ง๊ฐ ๋ ์
์ ํ๋ค๋ ๊ฒฐ๊ณผ๊ฐ ๋์ค๊ณ ์๋ค. ๋๋ฌด ๋
๋ง์์๋ ์ธ๊ท ๋ค์ด ๋๋ฌด ์กฐ์ง์ ํ๊ณ
๋ค์ด๊ฐ๋๋ฐ, ์๊ฐ์ด ํ๋ฅด๋ฉด ์ธ๊ท ๋ค์ด
๋ฐ์ผ๋ก ๋์ค์ง ๋ชปํ๊ณ ๊ทธ ์์์ ์์
์ค์กฐ๋ก ์ฃฝ์ด๋ฒ๋ฆฐ๋ค๋ ๊ฒ.
- โ์์กฐ ๋ฐฐ์๊ตฌโ vs โ์ฑํฌ๋ ๋ฐฐ์๊ตฌโ
์ผ๋ฐ ๊ฐ์ ์ ์์กฐ ๋ฐฐ์๊ตฌ ์ฃผ์๋ ๋ฐํ
๋ฆฌ์ ๋ง์ผ๋ก ๋๋ฌ์ธ์ฌ ์๋ค๊ณ ๋ด๋ ๊ณผ
์ธ์ด ์๋๋ผ๋ ๊ฒ ์ ๋ฌธ๊ฐ๋ค์ ๋ถ์. ์
์กฐ ๋ฐฐ์๊ตฌ ์ฃผ์์๋ 1ใ ๋ฑ 4๋ง7000
๋ง๋ฆฌ์ ๋ฏธ์๋ฌผ์ด ์ด๊ณ ์์ผ๋ฉฐ, ์ด๋ ์ฑ
ํฌ๋ ๋ฐฐ์๊ตฌ์ 8๋ฐฐ์ ๋ฌํ๋ ์์น๋ผ๊ณ
์ ๋ฌธ์ ์ ํ๋ค. ์ ๋ฌธ์ ์ด ๋ฐ์๋ ์นซ
์, ์นจ๊ตฌ๋ฅ, ์ค๊ฑฐ์ง์ฉ ์คํ์ง ๋ฑ์ ์ฐ
๋ฆฌ๊ฐ ์๊ฐํ๋ ๊ฒ๋ณด๋ค ํจ์ฌ ๋ง์ ์ธ๊ท
์ด ์ด๊ณ ์์ผ๋ฏ๋ก, ์ด๊ท โข์๋ ์ ๊ฐ๋ณํ
์ ์ํด์ผ ํ๋ค๊ณ ์ง์ ํ๋ค.
๋ ์ผ์ ๋๋ํธํ ๊ฐ์ฅ ์๋ฐ์ท ์ ๋ ๊ฒ์ด ์๊ฒฉํ ๊ธ์ง๋๋ โํ ํธ
๋๋โ ํธํ ์ด ์กฐ๋ง๊ฐ ๋ ์ผ ๋จ๋ถ์์ ๊ฐ
์ฅํ๋ค๊ณ ๋ ์ผ ์์ฌ์ฃผ๊ฐ ์ํผ๊ฒ์ด ๋ณด
๋ํ๋ค. ์ํผ๊ฒ์ ํฌ์์๋ค์ด ๋ ์ผ ํ
๋ฆผ์ง๋์ ๊ทธ๋ฆผ๊ฐ์ ๋์์ธ ํ๋ก์ด๋ด์
ํํธ์ ๋๋์กฑ ์ ์ฉ์ธ โ๋ก์ ๊ฐ๋ฅดํ ํธ
ํ โ์ ์ธ์ธ ๊ณํ์ด๋ผ๋ฉด์ ์ธํฐ๋ท์ ์ด
๋ฏธ ๊ณต์ง๋ ์๊ฒฉํ ๋ด์ฉ์ ์์ค์ด์ฉ ๊ท
์ ์ ๋ฐ๋ฅด๋ฉด ์๋๋ค์ ํธํ ์ ๊ตฌ์์
์ท์ ์์ ํ ๋ฒ์ ๋ค ํธํ ๋ด์ ์๋
๋์ ์์ ๋์ฒด ์ํ๋ฅผ ์ ์งํด์ผ ํ๋ค
๊ณ ์ ํ๋ค. ํธํ ๊ด๊ณ์์ธ ์ง๋น์ ํ๋ก
๋ธ์ํ์ธ์ ์ํผ๊ฒ๊ณผ ์ธํฐ๋ทฐ์์ โ๊ฐ
๋ฅํ ํ ๋นจ๋ฆฌ ๊ฐ์ฅํ๊ธธ ํฌ๋งํ๋คโ๋ฉด์
โ๋ ์ผ ์ต์ด์ ์์ ๋๋ ํธํ ์ด ๋ ๊ฒโ
์ด๋ผ๊ณ ๋งํ๋ค. ์์ค์ด์ฉ ๊ท์ ์ ๋ฐ๋ฅด
๋ฉด ๋ชจ๋ ์๋๋ค์ ํธํ ๋ด์์ ์๊ฑด์
๊น๊ณ ์์๋ ์ํ์ ์์์ผ ํ๊ณ ์ฑ์
ํฌ๋กฑ์ ํด์๋ ์๋๋ฉฐ ๊ณต์ฉ ๊ณต๊ฐ์์
๋ ๋ชจ๋ ์ข ๋ฅ์ ์ฑํ์๋ฅผ ํ ์ ์๋ค.
์ด๋ฐ ๊ท์ ์ ์ด๊ธด ์ฌ๋์ ์ฆ๊ฐ ์ท์ ์
๊ณ ํธํ ์ ๋ ๋์ผ ํ๋ค. ๊ทธ๋ฌ๋ โํํฌ
์ ๋์โ๋ผ๋ ๋ป์ ๊ฐ์ง ํ๋ก์ด๋ด์ํ
ํธ์ ๋ฏธํ์ ํฌ๋ผ์ฐ์ ๊ด๊ด๊ตญ์ฅ์ ํธ
ํ ์ค๋ฆฝ ๊ณ์ฝ์ด ์์ง ์๋ฃ๋์ง ์์๋ค
๋ฉด์ โ๋์์ ์ ํธํ ์ด ๋ค์ด์๋ ๊ฒ์
๋ฐ๋์งํ์ง๋ง ์ผ๋ฐ์ ์ธ ํธํ ์ด์์ผ๋ฉด
์ข๊ฒ ๋คโ๊ณ ๋งํ๋ค.
๋์์ด ์ฅ์ํ๋ค
๋์ ์ธ๋ชจ์ผ์๋ก ์ฅ์ํ๋ค๋ ์ฐ๊ตฌ ๊ฒฐ
๊ณผ๊ฐ ๋์๋ค. ๋์์ ๊ฐ์ง ์ฌ๋์ ์ค์
๋ก ์ฅ์ํ๊ณ ๋ ธ์์ ์ค์ ๋ก ๋จ๋ช ํ ๊ฐ
๋ฅ์ฑ์ด ๋์ ์ธ๋ชจ๊ฐ ์๋ช ์ ์ํฅ์ ๋ฏธ
์น๋ค๋ ๊ฒ์ด๋ค. ์ผ๋ณธ โ์ฃผ๊ฐํฌ์คํธ7โ์ง
๋ณด๋์ ๋ฐ๋ฅด๋ฉด ๋ด๋งํฌ์ ํฌ๋ฆฌ์คํ ์ผ
๊ต์ํ์ด 70์ธ ์๋ฅ์ด 1826์(3652
๋ช )์ ์ฌ์ง์ ์ฐ์ด ์๋ฃ ๊ด๊ณ์ ๋ฑ 41
๋ช ์ ์ ๋ฌธ๊ฐ์๊ฒ โ๋ช ์ด๋ก ๋ณด์ด๋๋โ
๊ณ ๋ฌผ์ด๋ณธ ๋ค์ ์ถ์ ์กฐ์ฌ๋ฅผ ํ ๊ฒฐ๊ณผ,
๋ ์ค ๋์ด๋ณด์ด๋ ์ชฝ์ด ์ค์ ์๋ช ๋ ์งง
์ ๊ฒ์ผ๋ก ๋ํ๋ฌ๋ค. ๋น์ทํ ์ ์ ์๋ฅผ
๋ฌผ๋ ค๋ฐ์ ์๋ฅ์ด๋ผ๋ ์ด๋ค ์ถ์ ์ด์
์๋์ง๊ฐ ์ธ๋ชจ์ ๋ฐ์๋๊ณ ๊ทธ ์ฐจ์ด๋
๊ทธ๋๋ก ์์ฌ ์๋ช ์ ์ํฅ์ ๋ฏธ์น๋ค๋
๊ฒ. ์ก์ง๋ โ40์ธ์ ๋์ฐฝํ์์ ๋ง๋ฌ
์ ๋ โ์ ์ด๋ ๊ฒ ๋์๋๋โ๋ ์๊ธฐ๋ฅผ
๋ค์ผ๋ฉด ์ค์ ๋ก ์์ ํ ๊ฐ๋ฅ์ฑ์ด ํฌ๋ค
๋ ๋๋ฌด๋ ์ ๊ฐ์ธ ํ์คโ์ด๋ผ๊ณ ์ค๋ช ํ
๋ค. ์ผ๋ณธ ์คํ ๋๋ํ ์ํ์ฐ๊ตฌ๊ณผ ๋ ธํ
์ ์ด ์ ๊ณต ์๋ผ์์ ๊ต์๋ โ์๋ช ์
๊ฒฐ์ ํ๋ ์์ธ ๊ฐ์ด๋ฐ ์ ์ ์๊ฐ ์ฐจ์ง
ํ๋ ๋น์จ์ 25% ์ ๋๋ผ๋ ๊ฒ ์ํ๊ณ
์์ ์ ์ค๋ก ์๋ฆฌ ์ก๊ณ ์๋คโ๋ฉฐ โ๋๋จธ
์ง 75%๋ ๊ธ์ฐ, ์ ์ฃผ, ์์ต๊ด ๊ฐ์ ๋ฑ
๋ณธ์ธ์ด ๋ฐ๊ฟ ์ ์๋ ํ๊ฒฝ์์ธโ์ด๋ผ๊ณ
๋งํ๋ค. ๊ทธ๋ โ40์ธ ๋ฌด๋ ต์ ๋ ธ์ ์ถ์
๋ผ์๋ค๋ฉด ๊ทธ๊ฒ์ ๋ถ๋ชจ์ ์ฑ ์์ด ์๋
๋ผ ์์ ์ ์ฑ ์โ์ด๋ผ๋ฉฐ โ์ ์ ์ โข์ก์ฒด
์ ์ผ๋ก ์ ๊ฒ ์ด๋ ค๋ ๋ ธ๋ ฅ์ด ์ค์ํ๋คโ
๊ณ ๋ง๋ถ์๋ค.
August 2011 OTC Beauty Magazine 117
๋งํ๋ฉด ์ถฉ์ ๋๋ ํธ๋ํฐ ๋์จ๋ค?์์ผ๋ก ํด๋์ ํ๋ฅผ ์ฌ์ฉํ ๋ ํตํํ
๋ฉด ํ ์๋ก ๋ฐฐํฐ๋ฆฌ๊ฐ ์ถฉ์ ๋๋ ํฅ๋ฏธ๋ก
์ด ์ผ์ด ๋ฒ์ด์ง์ง๋ ๋ชจ๋ฅด๊ฒ ๋ค. ์ต๊ทผ ๊ตญ
๋ด ์ฐ๊ตฌํ์ด ๊ฐ๋ฐํ ์ด์ ๊ธฐ์ ์ด ํด์ธ
ํ ํฝ์ ์ฌ๋ผ ๋๊ธธ์ ๋๊ณ ์๋ค. ์๊ตญ
๋ฐ์ผ๋ฆฌ๋ฉ์ผ ๋ฑ ์ธ์ ๋ค์ ์ฑ๊ท ๊ด๋ ์
์์ฌ๊ณตํ๋ถ ๊น์์ฐ ๊ต์ํ์ด ๋ง๋ ์ด
์์ ์ธ ๋ฐ์ ์ฅ์น๋ฅผ ์๊ฐํ๋ค. ์ด ์ฅ์น
์ ์๋ฆฌ๋ ์๋ ฅ์ด๋ ์ง๋์ ๊ฐํ๋ฉด ์
๋ฅ๊ฐ ๋ฐ์ํ๋ ์์ ํจ๊ณผ๋ฅผ ์์ฉํ ๊ฒ
์ผ๋ก ์๋ฆฌ์ ์ง๋ ์๋์ง๋ฅผ ์ ๊ธฐ ์๋
์ง๋ก ๋ฐ๊ฟ์ค๋ค. ์ด์ ๋ฐ๋ผ ํตํ ์ค์
๋ง์๋ฆฌ๋ ๋ฌผ๋ก ์ธ๋ถ ์์์ด๋ ์์ ๋ฑ
์ ์๋ฆฌ๋ ์๋์ง๋ก ์ ํ
ํ ์ ์์ผ๋ฉฐ ํด๋์ ํ๋ฅผ
์ฌ์ฉํ์ง ์์ ๋๋ ์ถฉ์
ํ ์ ์๋ ๊ฒ์ผ๋ก ์๋ ค
์ก๋ค. ๊น ๊ต์๋ โ์ฐ๋ฆฌ
์ฃผ๋ณ์ ํญ์ ์กด์ฌํ๋
์๋ฆฌ๊ฐ ๊ทธ๋์ ์๋์ง
์ ์์ฒ์ผ๋ก ๊ฐ๊ณผ๋๋ค.โ
๋ฉด์ โ๋ง์ด๋ ์์ , ์์
์ ์ ๊ธฐ ์๋์ง๋ก ๋ฐ๊พธ๋
๋ฐ์ ๋ฐฉ์์ ๋ ์ฌ๋ฆฌ๊ฒ ๋
๋ค.โ๋ผ๊ณ ์ค๋ช ํ๋ค. ๊ต์
ํ์ ํ์ฌ ๊ฐ๋ฐํ ํ๋กํ ํ์ ์ฅ์น๋ก
๊ธฐ์ฐจ๊ฐ ์ง๋๊ฐ๋ ์์ ํฌ๊ธฐ์ธ 100dB
์ ์๋ฆฌ ์๋์ง๋ฅผ ์ด์ฉํด
์๋์ ์ ๊ธฐ๋ฅผ ์์ฑํ๋
๋ฐ ์ฑ๊ณตํ ๊ฒ์ผ๋ก ์๋ ค
์ก๋ค. ์ด์ ๊น ๊ต์๋ โ
์์ง ํด๋์ ํ์ ๋ฐฐํฐ๋ฆฌ
๋ฅผ ์ถฉ์ ํ ์ ์๋ ์ ๋
๋ ์๋๋ค.โ๋ผ๋ฉด์๋ โ
๋ ์ ์ ์๋ฆฌ๋ก ๋ ๋ง์
์ ๊ธฐ๋ฅผ ๋ง๋ค์ด ๋ผ ์ ์
๋๋ก ํฅ์๋ ๊ฒโ์ด๋ผ๊ณ
์ ํ๋ค.
๊ณต์ค์ ๋ฅ๋ฅ ๋ ์๋ ๊ธ์๊ธ์๊ฐ ๊ณต์ค์ ๋ ์๋ ๋ชจ์ต์ ์ฐ์ถํ
์์ ์ํ์ด ๋คํฐ์ฆ ์ฌ์ด์ ํ์ ๊ฐ ๋
๊ณ ์๋ค. 10์ผ ํด์ธ ์ธํฐ๋ท ์ปค๋ฎค๋ํฐ์
๋ โ์๋๋ชจํฝ ํ์ดํฌ๊ทธ๋ํผโ๋ ์ ๋ชฉ์
์ฌ์ง์ด ์ฌ๋ผ์๋ค. ๊ณต๊ฐ๋ ์ฌ์ง์๋ ๊ธ
์๋ค์ด ๋ง์น ํ๊ณต์ ๋ ์๋ ๋ฏํ ๊ธฐ๋ฌ
ํ ๋ชจ์ต์ด ์ฐ์ถ๋ผ ์์ด ๋คํฐ์ฆ์ ๊ถ๊ธ
์ฆ์ ์์๋๋ค. ์ฌ์ง ์ ๊ธ์๋ ํ๋ก๊ทธ
๋จ์ด๋ ํฌํ ์ต ์์ ์ผ๋ก ๋ง๋ ๊ฒ์ด ์
๋๋ค. ๊ฑด๋ฌผ ๋ด์ ๋ฒฝ์ ์น ํด์ง ๊ฐ๊ฐ์
๋ถ๋ถ๋ค์ด ํน์ ์์ ์์ ๋ฐ๋ผ๋ณผ๋ ํฉ์ณ
์ง๋ฉด์ ํ๋์ ๋ฌธ์ฅ์ด๋ ๊ทธ๋ฆผ์ผ๋ก ๋ณด
์ด๋ ๊ฒ์ด๋ค. ์ด๊ฐ์ ์ํ์ ์ํด์ ์
๊ทผ๊ณผ ์์ ์ ๋ฐ๋ฅธ ์ฐจ์ด ๋ฑ์ ๊ณ ๋ คํด ๊ธ
์์ ํฌ๊ธฐโข๊ฐ๋ ๋ฑ์ ์ฒ ์ ํ ๊ณ์ฐํ๋
๊ฒ์ด ํ์ํ๋ค. ์ํ์ ์๊ตญ โ์ฒผ์ ์
ํธ์ค๋์์ธ ๋ํโ ์กธ์ ์์ธ ์กฐ์ธํ ์
๊ฐ๊ณผ ํํฐ ํฐ์จ์ด ํ๊ธฐ๋ง ๊ณผ์ ๋ก ์ ์ถ
ํ๋ค. ์ด๋ค์ ๊ฑด์ถ๊ณผ ๊ทธ๋ํฝ ๋์์ธ์
๊ด๊ณ์ ๋ํด ๊ด์ฌ์ ๊ฐ์ ธ ์ด๊ฐ์ ์ํ
์ ์ ์ํ ๊ฒ์ผ๋ก ์ ํด์ก๋ค.
์ปคํผ ๋ง์ด ๋ง์๋ฉด ๋ถ์์ํ์นดํ์ธ์ด ์ฌ์ฑ ๋ถ์ ์ํ์ ๋์ผ ์ ์
๋ค๋ ์ฐ๊ตฌ๊ฒฐ๊ณผ๊ฐ ๋์๋ค. ๋ฏธ๊ตญ ๋ค๋ฐ๋ค
๋ํ ์๊ณผ๋ํ ์ธํฌ์๋ฌผํ๊ต์ ์ ์
๋(Sean Ward) ๋ฐ์ฌ๋ ์นดํ์ธ์ด ๋์
๊ฐ ์์ ์ ์ํด ์๊ถ์ ํฅํด ๋ํ๊ด์
๋ด๋ ค์ค๋ ๊ฒ์ ๋ฐฉํดํ๋ค๋ ์ฌ์ค์ด ๋ฐ
ํ์ก๋ค๊ณ ๋งํ ๊ฒ์ผ๋ก ๋ฏธ๊ตญ์ ๊ณผํ๋ด
์ค ํฌํธ ํผ์กฐ๊ทธ ๋ท์ปด(Physorg.com)์ด
๋ณด๋ํ๋ค. ๋์๋ ๋ํ๊ด ๋ด๋ง์ ๋จธ๋ฆฌ
์นด๋ฝ์ฒ๋ผ ์๊ธด ์ฌ๋ชจ(cilia) ์ด๋๊ณผ ๋ํ
๊ด ๋ฒฝ์ ๊ทผ์ก์์ถ์ผ๋ก ๋ํ๊ด ์์ ์ด
๋ํ๋ ๊ฒ์ผ๋ก ์๋ ค์ ธ ์๋ค. ์ด ์ค์์
๋ํ๊ด ๊ทผ์ก์ ์์ถ์ํค๋ ๋ฐ ํต์ฌ์
์ธ ๊ธฐ๋ฅ์ ์ํํ๋ โ๋ฐ๋์กฐ์จโ ์ธํฌ
(pacemaker cell)์ ํ๋์ ์นดํ์ธ์ด
์ฐจ๋จํ๋ค๋ ์ฌ์ค์ด ์ฅ ์คํ ๊ฒฐ๊ณผ ๋ฐํ
์ก๋ค๊ณ ์๋ ๋ฐ์ฌ๋ ๋งํ๋ค. ์๋ ๋ฐ์ฌ
๋ ์ด ์ธํฌ๋ ๋ํ๊ด์ ์์ถ์ ์กฐ์ ํ
๊ธฐ ๋๋ฌธ์ ์ด ์ธํฌ์ ํ๋์ด ์ต์ ๋๋ฉด
๋์๊ฐ ๋ํ๊ด์ ๋ด๋ ค์ ์๊ถ์ ์ด๋ฅด
๊ธฐ ์ด๋ ต๋ค๊ณ ์ง์ ํ๊ณ ๋ฐ๋ผ์ ์ด ์ธํฌ
๋ ๋์์ ์ด๋์ ์ฌ๋ชจ๋ณด๋ค ๋ ์ค์ํ
์ญํ ์ ํ๋ค๊ณ ์ค๋ช ํ๋ค. ์ด๋ ์ปคํผ๋ฅผ
๋ง์ด ๋ง์๋ ์ฌ์ฑ์ด ๊ทธ๋ ์ง ์์ ์ฌ์ฑ
์ ๋นํด ์์ ์ด ์ค๋ ๊ฑธ๋ฆฌ๋ ์ด์ ๋ฅผ ์ค
๋ช ํด ์ฃผ๋ ๊ฒ์ธ์ง๋ ๋ชจ๋ฅธ๋ค.
118 OTC Beauty Magazine August 2011
๋ด์ค๊ฑฐ๋ฆฌ
IQ ๋์ ์ง๋ ค๋ฉด ์๋ฒ์ง์ ๋ง์ ์๊ฐ ๋ณด๋ด๋ผ์ด๋ฆฐ ์์ ์๋ฒ์ง์ ๋ ๋ง์ ์๊ฐ์ ๋ณด
๋ธ ์ฌ๋์ด ์ง๋ฅ์ง์(IQ)๊ฐ ๋๊ณ , ์ฌํ
์ ์ผ๋ก ์ถ์ธํ ๊ฐ๋ฅ์ฑ์ด ํฌ๋ค๋ ์ฐ๊ตฌ
๊ฒฐ๊ณผ๊ฐ ๋์๋ค. ์๊ตญ ๋ด์บ์ฌ ๋ํ์ ์ฐ
๊ตฌ์ง์ ํ์ ์ง โ์งํ์ ์ธ๊ฐ ํ๋โ์
์ค๋ฆฐ ๋ณด๊ณ ์์์ ์๋ฒ์ง์ ์ ๊ทน์ ์ธ
์์ก ํ๋๊ฐ ์๋ ์ ์ฅ๋์ ์ข์ ์ํฅ
์ ๋ฏธ์น ์ ์๋ค๊ณ ๋ฐํํ๋ค๊ณ ํ ๋ ๊ทธ
๋ํ ์ ๋ฌธ์ด ๋ณด๋ํ๋ค. ์ฐ๊ตฌ์ง์ 1958
๋ ์ ํ์ด๋ ์๊ตญ์ธ ๋จ๋ 1๋ง1์ฒ๋ช ์ด
์์ ๋์์ผ๋ก ์๋ฒ์ง๊ฐ ๋ฏธ์น๋ ์ํฅ
์ ์กฐ์ฌํ๋ค. ์ด ์กฐ์ฌ์์ ์ด๋ฆฐ ์์
์๋ฒ์ง์ ๋ ์, ์ฌํ ๋ฑ ์ฌ๋ฏธ์๊ณ ๊ฐ
์น ์๋ ์๊ฐ์ ๋ง์ด ๋ณด๋ธ ์ฌ๋๋ค์ ๊ทธ
๋ ์ง ๋ชปํ ์ฌ๋๋ค๋ณด๋ค IQ๊ฐ ๋ ๋๊ณ ,
์ฌํ์ ์ธ ์ ๋ถ ์์น ๋ฅ๋ ฅ์ด ๋ ํฐ ๊ฒ
์ผ๋ก ๋ํ๋ฌ๋ค. ์ด ๊ฐ์ ์ฐจ์ด๋ 42์ธ
์ ๋์ด๊ฐ ๋๊ธฐ๊น์ง ๋๋ ทํ๊ฒ ๊ฐ์ง๋
๋ค. ์กฐ์ฌ๋ฅผ ์ค์ํ ๋๋์ผ ๋คํ ๋ฐ์ฌ
๋ โ์ด๋ฆฐ ์์ ์ด๋จธ๋๋ฟ๋ง ์๋๋ผ ์
๋ฒ์ง์ ๊ด์ฌ ์์ ์๋๋ค๋ ๊ฒ ์ฑ์ธ ์
์ ๋ด๋ด ๊ธฐ์ ๊ณผ ๋ฅ๋ ฅ์ ํํ์ ์ค๋คโ
๊ณ ๋งํ๋ค.
์ด์ถฉ์ ๋ ์ธ์ฒด์ ํด๋กญ๋?์ฌ์ค ๊ฐ์ ์์ ์ฌ์ฉํ๋ ์ด์ถฉ์ ๊ฐ ์ธ
์ฒด์ ๊ตฌ์ฒด์ ์ผ๋ก ์ด๋ค ์ํฅ์ ๋ฏธ์น๋
์ง ์์ง ํ์ธ๋์ง ์์๋ค. ๋ค๋ง ๋ฒ๋ ์
์ ํดํ ์ํฅ์ ๋ฏธ์น๋ฏ๋ก ๋ง์ฐํ๊ฒ ์ฌ
๋์๊ฒ ๋์ ์ํฅ์ ๋ฏธ์น ๊ฒ์ผ๋ก ์ถ์ธก
ํ ๋ฟ์ด๋ค. ์ด์ถฉ์ , ์ ๋ง ์์ฌํ๊ณ ์ฌ
์ฉํ ์ ์์๊น? ๋ฒ๋ ์ก๋ ์ด์ถฉ์ ๋
์ธ์ฒด์ ์ ํดํ ์ํฅ์ ์ค ์ ์์ผ๋ฏ๋ก
์ฌ์ฉํ ๋ ์กฐ์ฌํ๋ค. ์ด์ถฉ์ ์ฑ๋ถ์ด ์ด
๋ฆฐ์ด์ ์ฅ๋๊ฐ ๋ฑ์ ๋ฟ์ง ์๊ฒ ์ฃผ์ํ
๋ฉฐ, ๋ง์ผ ๋ฟ์์ผ๋ฉด ์ฆ์ ๋น๋๋ฌผ๋ก ์ป๋
๋ค. ๋ฐ๋ฅด๋ ์ด์ถฉ์ ๋ฅผ ์ด๋ฆฐ์ด์๊ฒ ์ฌ์ฉ
ํ ๋๋ ๋ฐ๋์ ์ด๋ฅธ์ ์์ ๋ฌปํ ์์ด
์๊ฒ ๋ฐ๋ผ ์ฃผ๊ณ , ์ด๋ฆฐ์ด์ ์๊ณผ ๋, ์
์ฃผ์์๋ ๋ฐ๋ฅด์ง ์๋๋ค. ์คํ๋ ์ด ํ
ํ์ ์ ํ์ ์ฌ์ฉํ ๋๋ ํ๊ธฐ๋ฅผ ์ ์
์ผ์ผ ํ๋ค. ๋ฐํ๋ ๊ณต๊ฐ์ด๋ ์ข์ ๋ฐฉ์
์ ์ฌ์ฉํ ๋๋ ๋น์ผ, ๋ํต, ์ด๋ช , ๊ตฌ
์ญ ๋ฑ์ ์ฆ์์ด ๋ํ๋ ์ ์์ผ๋ ์ฃผ
์ํ๋ค. ๊ฐ์ ์์ ์ฌ์ฉํ๋ ์ด์ถฉ์ ๊ฐ
์ธ์ฒด์ ๊ตฌ์ฒด์ ์ผ๋ก ์ด๋ค ์ํฅ์ ๋ฏธ์น
๋์ง ์์ง ํ์ธ๋์ง ์์๋ค. ๋ค๋ง ๋ฒ
๋ ์ ์ ํดํ ์ํฅ์ ๋ฏธ์น๋ฏ๋ก ๋ง์ฐํ
๊ฒ ์ฌ๋์๊ฒ ๋์ ์ํฅ์ ๋ฏธ์น ๊ฒ์ผ๋ก
์ถ์ธกํ ๋ฟ์ด๋ค. ์ด์ ๋ํ ๋ ผ๋์ ์
์ง ์งํ ์ค์ธ๋ฐ ๋ํ์ ๋ ผ๋๊ฑฐ๋ฆฌ๋ ๋ชจ
๊ธฐ์ด์ถฉ์ ์ฑ๋ถ์ธ โํผ๋ฉ์ฐ๋ฆฐโ์ด๋ค. ํผ๋ฉ
์ฐ๋ฆฐ์ ํ๊ฒฝ๋ถ์ ๋ด๋ถ๋น๊ณ์ฅ์ ์ถ์ ๋ฌผ
์ง๋ก ๋ถ๋ฅ๋์ด ์ ํดํํ๋ฌผ์ง๊ด๋ฆฌ๋ฒ์
์ํด ์ ๋ ๋ฌผ๋ก ์ง์ ๋์ด ์๋ค. ์ธ๊ณ์ผ
์๋๋ฌผ๊ธฐ๊ธ(WWF)์ ๋ด๋ถ๋น๊ณ ์ฅ์ ๋ฌผ
์ง ๋ชฉ๋ก์๋ ํฌํจ๋์ด ๊ทธ๋์ ๊ฐ์ ์ฉ
๋ชจ๊ธฐ์ด์ถฉ์ ์ ํด์ฑ ๋ ผ๋์ ์ฅ๋ณธ์ธ์ด์
๋ค. ํ์ง๋ง ๊ตญ๋ด์์๋ FDA์ ์์ ์ฑ
๊ณผ ์ ํจ์ฑ ์ฌ์ฌ๋ฅผ ๊ฑฐ์ณ ๊ฐ์ ์ฉ ์ด์ถฉ์
์ฑ๋ถ์ผ๋ก ์ฌ์ฉ๋์ด ์๋ค. ๋ค๋ฅธ ์ฑ๋ถ์
๋ํ ๋ ผ๋๋ ์ฌ์ ํ์ง๋ง ๋๋ถ๋ถ ์์
๊ธฐ์ค์ ๋ถํฉํ๋ค.
August 2011 OTC Beauty Magazine 85
120 OTC Beauty Magazine August 2011
ShowReport๋ด์ค๊ฑฐ๋ฆฌ
์ ํ์ฌ์ ์์ฒญ๋ ํ๊ธ, ์ด๋์ ์ธ๊น?์ ํ์ ๊ทธ ๋ง์ ๋์ ์ด๋์ ์ธ๊น. 6์
๋ง ๊ธฐ์ค์ผ๋ก ์ ํ์ ํ๊ธ ๋ณด์ ๊ท๋ชจ๋
762์ต ๋ฌ๋ฌ์ ๋ฌํ๋ค. ์ ํ ์ฌ๋ฌด๋ด๋น
์ด์ฌ(CFO) ํผํฐ ์คํํ์ด๋จธ๋ 2๋ถ
๊ธฐ(4~6์) ์ค์ ์ ๋ฐํํ๋ค. ์ ํ์
์ฅ๋จ๊ธฐ ์ ๊ฐ ์ฆ๊ถ์ ํฌํจํ ํ๊ธ์ฑ
์์ฐ ๊ท๋ชจ๊ฐ ์ ๋ ๋๊ธฐ ๋๋น 15.8%
๋์ด๋ 762์ต ๋ฌ๋ฌ๋ผ๊ณ ๋ฐํ๋ค. ์ด
๋ ํํ๋ก 80์กฐ์์ ์๋๋ ์ก์๋ค.
์์ฝฐ๋๋ฅด, ๋ถ๊ฐ๋ฆฌ์, ์ค๋ฆฌ๋์นด, ์ฝ
์คํ๋ฆฌ์นด ๋ฑ 126๊ฐ๊ตญ์ ๊ตญ๋ด์ด์์ฐ
(GDP)์ ํฉํ ๊ฒ ๋ณด๋ค ๋ง์ ๊ท๋ชจ๋ค.
ํนํ 3๋ถ๊ธฐ ๋์์๋ง 121์ต ๋ฌ๋ฌ๋ฅผ
๋ฒ์ด๋ค์๋ค. ์ด ๊ฐ์ ์ด๋ง์ด๋งํ ํ
๊ธ ์ก์๋ฅผ ๋๊ณ ์ธ์ ๋ค์ ๋ค์ํ ํด
์ ๊ธฐ์ฌ๋ฅผ ๋ด๋จ๋ค. ๋งฅ๋ฐ์ผ๋ฆฌ๋ด์ค๋
์ ํ์ ์ต๊ณ ๊ฒฝ์์ ์คํฐ๋ธ ์ก์ค๊ฐ ํ
๊ธ 80์กฐ์์ผ๋ก ์ด ์ ์๋ ๊ฒ๋ค์ ์๊ฐ
ํ๋ค. ์ฐ์ ๋์ฆ๋๋ฅผ ์ฌ๊ณ ๋ ๋์ด ๋จ๋
๋ค. ๋์ฆ๋์ ์์ฅ ๊ฐ์น๋ 744์ต9000
๋ง ๋ฌ๋ฌ๋ค. ํ์ฌ ์ก์ค๋ ๊ฐ์ธ์ ์ผ๋ก ๋
์ฆ๋์ ์ต๋ ๊ฐ์ธ ์ฃผ์ฃผ์ด๊ธฐ๋ ํ๋ค. ๋
์ฆ๋๊ฐ ๋ง์์ ์ ๋ ๋ค๋ฉด ๋ธ(์ฝ 329์ต
๋ฌ๋ฌ)๊ณผ ์๋(์ฝ 267์ต), ์ผํ(์ฝ 177
์ต ๋ฌ๋ฌ)๋ฅผ ๋ชจ๋ ์ด ์ ์๋ค. ๊ทธ๋ฌ๊ณ ๋
์ฝ 30์ต ๋ฌ๋ฌ๊ฐ ๋จ๋๋ค. ์กฐ๊ธ๋ง ๋ ๊ธฐ
๋ค๋ฆฌ๋ฉด ํ์ ๋งฅ๋๋ ๋ ํ๋ฒ๊ฑฐ๋ฅผ ๊ณต์ง
๋ก ๋จน์ ์๋ ์๋ค. ๋งฅ๋๋ ๋ ์์ฅ ๊ฐ
์น๋ 895์ต ๋ฌ๋ฌ๋ค. ์์คํธ๋ฆฌํธ์
๋(WSJ)๋ ๋ฐฐ๋น๊ธ์ ์ง๊ธํ์ง๋ ์
๊ณ ์ธ์ํฉ๋ณ(M&A)์๋ ์ ๊ทน์ ์ด์ง
์์ ์ ํ์ด ์ด ํ๊ธ์ ์ด๋ป๊ฒ ์ฌ์ฉ
ํ ์ง ๊ถ๊ธ์ฆ์ด ์ปค์ง๊ณ ์๋ค๊ณ ์ ํ
๋ค. ํ์ฌ ์ ํ์ ๋ค๋ฅธ ๋ํ IT๊ธฐ์
์ ๋นํด ๋ง์ ํ๊ธ์ ๋ณด์ ํ๊ณ ์๋ค.
๋ง์ดํฌ๋ก์ํํธ(MS)๋ 3์๋ง ํ์ฌ
609์ต ๋ฌ๋ฌ, ๊ตฌ๊ธ์ 6์๋ง ํ์ฌ 391
์ต ๋ฌ๋ฌ๋ฅผ ๊ฐ๊ณ ์๋ค. ๋ฐ๋ฉด ๋ถ์ฑ๋
์๋ค. MS๋ 119์ต ๋ฌ๋ฌ, ๊ตฌ๊ธ์ 30
์ต๋ฌ๋ฌ์ ๋ถ์ฑ๋ฅผ ๊ฐ์ง๊ณ ์๋ค.
์ง์์ ๋ง๋ค์ด ์ฐ๋ ํ์ฅํ
์๋ผ๋ ์์ํฌ๋ฆผ ๋ฐ๋ฅ๋ ์๋ก ์ฌ์ผ ํ
ํํธ์ด๋ผ๋ฉด, ์ง์ ์๋ ๋ช ๊ฐ์ง ์ฌ๋ฃ๋ก
๋ง๋ค ์ ์๋ ๋ทฐํฐ ๋ ์ํผ์ ๋์ ํด๋ณด
์. ์ฝ๊ณ , ๊ฒฝ์ ์ ์ด๋ฉฐ, ํผ๋ถ์ ํ๊ฒฝ์
์ด๋กญ๊ธฐ๊น์ง ๋ฏธ์ฉ๋ฒ์ ์๊ฐํ๋ค.
-ํ์ธ์ ํ ๊ฐ์ง์ ๊ฑฐ์ : ๋จน๊ณ ๋ ํ์ธ
์ ํ ๊ป์ง์ ์ผ๊ตด์ ๋ถ๋๋ฝ๊ฒ ๋ฌธ์ง๋ฅธ
๋ค 10~15๋ถ ํ์ ๋ฐ๋ปํ ๋ฌผ๋ก ์ธ์
ํ๋ค. AHA(์ํํ์ด๋๋ก์์ฐ) ์ฑ๋ถ
์ด ๊ฐ์ง์ ์ ๊ฑฐํ๊ณ , ํผ๋ถํค์ ๋ฐ๊ฒ
ํ๋ค.
-์๋ณด์นด๋ ํค์ดํฉ: ์๋ณด์นด๋, ๋ฐ๋๋
๋ฑ์๊ณผ์ผ์ ์ผ๊นจ ์ฝ๊ฐ์ ์ฌ๋ฆฌ๋ธ ์ค์ผ
๊ณผ ์๋๋ค. ์ด๊ฒ์ ๋จธ๋ฆฌ์นด๋ฝ์ ๊ณ ๋ฃจ
๋ฐ๋ฅด๊ณ ์คํํ์๋ก ๋ฎ์ด 30๋ถ๊ฐ ํฉํ
ํ ์ป์ด ๋ธ๋ค. ๊ฑด์กฐํ๊ณ ์์๋ ๋จธ๋ฆฌ
์นด๋ฝ์ ์์๊ณผ ์ค๊ธฐ๋ฅผ ์ค๋ค.
-๋ ๋ชฌ์ค์ด ๋ณด๋์์: ๋ ๋ชฌ์ฆ 1ํฐ์ ๊ณผ
์ค์ด ๊ฐ ๊ฒ1ํฐ์ , ์ฌ๋ฆฌ๋ธ์ค์ผ 2ํฐ์ ์
์์ด ์จ๋ชธ์ ๊ณ ๋ฃจ ๋ฐ๋ฅธ๋ค. 5~10๋ถ ํ
ํ์์ฒ๋ผ ์ค์๋ฅผ ํ๋ฉด ํผ๋ถ๊ฐ ๋ชฐ๋ผ๋ณด
๊ฒ ์ด์ดํ๊ณ ๋ถ๋๋ฌ์์ง๋ค.
-์ฌํ์์ด ์์ผ์ค: ์ฐจ๋ฅผ ๋ง์๊ณ ๋ ํฐ
๋ฐฑ์ ๋ฒ๋ฆฌ์ง ๋ง๊ณ ๋์ฅ๊ณ ์ ๋ชจ์ ๋๋ค.
๋๊ฐ๊ฐ ์ ๋ ์น์นํ๊ฑฐ๋ ํผ๋ก๊ฐ ๋๊ปด
์ง ๋, ์ฐจ๊ฐ์ด ํฐ๋ฐฑ์ ์ฌ๋ ค ํฉํ๋ค. ์ฐจ
์ ํ๋์ฑ๋ถ์ด ํ์ดํธ๋, ์๋ ดํจ๊ณผ๋ฅผ
๋ฐํํ๋ค.
-๋ฒ ์ดํน์๋ค ํค์ด ํด๋ ์ : ์ดํธ์ 1ํฐ
์ ์ ๋์ ๋ฒ ์ดํน ์๋ค๋ฅผ ์์ด ์ฌ์ฉํ
๋ฉด ์คํ์ผ๋ง ์ ํ์ ์์ ๋ฌผ์ ๊นจ๋ํ
๊ฒ ์์จ ์ ์๋ค. ๋จธ๋ฆฌ์นด๋ฝ์ด ํ์๋ณด๋ค
๋ ๋ฐ์ง์ด๊ณ ํ๋ ฅ์๋ ๊ฒ์ ๋๋๋ค.
-๋ง๋ฅ ์๋ก์๋ฒ ๋ผ: ์๋ก์ ์์ ์๋
์ ๋ ์๊ธฐ๋ ์ ค์ ํผ๋ถ์ง์ โข๋ณด์ต, ๋จธ
๋ฆฟ๊ฒฐ ๋ณดํธ ๋ฑ ์ฌ๋ฌ ์ฉ๋๋ก ์ธ ์ ์๋ค.
์๋ก์๋ฒ ๋ผ๋ ์๋ถ์ ๋ณด์ ํ๋ ค๋ ํน
์ฑ์ด ์์ด ์ ์ ๋จธ๋ฆฌ์นด๋ฝ์ ๋ฐ๋ฅด๋ฉด
ํ๋ฃจ์ข ์ผ ์ด์ดํ๋ค.
-์ปคํผ๊ฐ๋ฃจ ์คํฌ๋ฝ: ์ปคํผ๊ฐ๋ฃจ 2ํฐ์
์ ์ค์์ ค์ ์์ด ์คํฌ๋ฝ ๋์ ์ฌ์ฉ
ํ๋ค. ์ปคํผ์ ์นดํ์ธ์ด ํผ๋ถ ๊ฐ์ง์
๋ถ๋๋ฝ๊ฒ ์ ๊ฑฐํ๊ณ , ํ์ก์ํ์ ๋
์ ๊ฑด๊ฐํ ํ์์ ๋์ฐพ๋ ๋ฐ ๋์์
์ค๋ค. ํ์คํ 1ํฐ์ ์ ๋ ๋ฃ์ผ๋ฉด ํ
๊ฟ์น, ๋ฐ๊ฟ์น, ๋ฌด๋ฆ ๋ฑ ๊ฑด์กฐ๊ฐ ์ฌํ
๋ถ์๋ฅผ ๋ง๋ํ๊ฒ ๊ด๋ฆฌํ ์ ์๋ค.
NBSDA ์ค์ํํNBSDA ์ค์ ํํ๋ ์ง๋ 7์ 17์ผ, ๋ด์ ์ง์ Secaucus์ ์์นํ
Meadowlands Exposition Center์์ ์ฑํฉ๋ฆฌ์ 4์ฐจ ๋ทฐํฐ ํธ๋ ์ด๋
์ผ๋ฅผ ๋ง์ณค๋ค. 3,000์ฌ๋ช ์ผ๋ก ์ถ์ฐ๋๋ ์ธ์์ด ์ฐธ๊ฐํ ์ด๋ ์ผ์์
๋ ๋ฉ์ด์ ๋ธ๋๋์ ํค์ด ์ปดํผ๋๋ค์ ํ๋ คํ ๋ถ์ค์ ์ผ๋ฏธ์ปฌ ํ์ฌ๋ค
์ ์ค์ ์๋ ๊ฐ๊ฒฉ์ผ๋ก ์ฐธ๊ฐ์๋ค์ ๋๊ณผ ๋ง์์ ์ถฉ์กฑ์์ผ ์ฃผ์๋ค.
์ด๋ฒ ํธ์ ์ค๋ฆฐ NBSDA ์ 4์ฐจ ํธ๋ ์ด๋์ผ ๊ธฐ์ฌ์์ ์ข๋ ์์ธํ
๋ค๋ฃจ์ด ๋ณด์๋ค.
ABSA ์ด์ฐํฉํABSA ์ด์ฐํฉํ๋ ์ง๋ 6์ 17์ผ์ ์๋ก์ด ํ์ฅ ๋ฐ ์งํ๋ถ ๊ตฌ์ฑ์
๊ณต์ ๋ฐํ ํ์๋ค. ์๋ก์ด ์งํ๋ถ์ ์์๋ค์ ๋ค์๊ณผ ๊ฐ๋ค.
์ดํ์ฅ: ์ด์ข ๋, ์์ ๋ถํ์ฅ:๋ณ๊ธธ์ , ์ฌ๋ฌด ๋ถํ์ฅ: ์ด์ฐฝํธ, ์กฐ์ง ๋ถ
ํ์ฅ: ์ด์ ์, ๋์ธํ๋ ฅ ๋ถํ์ฅ: ๊น์งํ, ๊ธฐํ ๋ถํ์ฅ: ๊น๋ช ์, ์ฌ๋ฌด
์ด์ฅ: ์ค๊ฒฝ๊ท .
์ดํ์ฅ์ผ๋ก ์๋ช ๋ ์ด์ข ๋์จ๋ ์ทจ์์ฌ์์ ํ์๊ฐ ์น๋ชฉ, ์ ๋ณด๊ตํ,
ํ๋งค์ ๋ต ๊ณต๋์ฐ๊ตฌ ๋ฑ์ ํตํ ํ์์ ์ด์ต ์ฆ๋์ ๊ถ์ต์ ์ฅ์ ์ํด
๋ด์ฌํ๊ฒ ๋ค๊ณ ๋ฐํ๋ค.
์กฐ์ง์ ํํ์กฐ์ง์ ํํ๋ ํ์ฌ ์ต๊ณ ์ ๊ด์ฌ ํ์์ผ๋ก ๋ ์ค๋ฅด๋ ํค์ด ๊ฐ๊ฒฉ ๋คํ
๋ฌธ์ ์ ๋ํด ๋๋งค์ ์ฒด์ ์ฌ๊ฐํ ๋ ผ์๋ฅผ ํ๋ ค ํ๋ค๊ณ ๋ฐํ์ผ๋ฉฐ, ํ์ฌ
์ค๋ฅด๊ณ ์๋ ํค์ด ๊ฐ๊ฒฉ์ ๋ํ ๋์ฑ ํ์ ๋ฐ ๋ฐฉ์์ ๋ ผ์ ํ๊ณ ์๋ค
๊ณ ํ๋ค. ๋ํ, ์ฌํด ์ฌ์ ๊ณํ์์์ ๋ช ์ํ ๋ฐ๋ก, ์์ผ๋ก ํ์๋ค๊ณผ
์ง์งํ ๋ํ์ ์๊ฐ์ ๋ง๋ จํ ๋ฐฉ์นจ์ ์ธ์ฐ๊ณ ์๋ค๊ณ ํ๋ค. ํํธ, ์ง
๋ ์กฐ์ง์ ํธ๋ ์ด๋์ผ ์์ต๊ธ์ผ๋ก ํ์ ์คํ ์ด๋ค์๊ฒ T-Outliner๋ฅผ
๋ฌด์์ผ๋ก ๋๋ ์ฃผ์๋๋ฐ, ์๋ก ๊ฐ์ ํ๋ ํ์๋ค์๊ฒ๋ ์ผ์ ๊ธฐ๊ฐ์ด
์ง๋๋ฉด ๋์ผํ ํํ์ ์ฃผ๊ฒ ๋ค๊ณ ๋ฐํ๋ค.
SC ๋ฏธ์ํSC ๋ฏธ์ํ์ ์ง๋ 7์ 17์ผ ์์ํ๋ฅผ ๊ฐ์ตํ์๋ค. ํ์ฌ ๋ ๊ฐ์ ๋
๋งค์์์ ์ธ๋ฏธ๋ ์์ฒญ์ด ์ง์์ ์ผ๋ก ๋ค์ด์ ์ด๋ฅผ ๊ตฌ์ฒดํ ์ํค๊ณ ์
์ผ๋ฉฐ, ํํ์ ๋ช ์ํ์ ์ ๋์ ํ์ฑํ ๋ฐ ํ์ ๋ฐฐ๊ฐ ๋ฐฉ์์ ๋ง๋ จํ
๊ณ ์๋ค๊ณ ๋ฐํ๋ค.
๋ด์ ์ง ํํ๋ด์ ์ง ํํ๋ 7์ 12์ผ ๊ธํธ์ ์์ 50์ฌ๋ช ์ ํ์์ด ์ฐธ์ํ ๊ฐ์ด
๋ฐ ์๋กํ์๋ฅผ ๊ฐ์ก๋ค. ์ด๋ ํ์์์ ์์์ ์ถ์ ํ์๋๋ฐ, ์ด์ฌ์ฅ
์ ์ด์น๋ฌธ, ๊ฐ์ฌ์ ์ค์ฌํ, ๊ทธ๋ฆฌ๊ณ ์ด์ฌ 16๋ช ์ ์ ์ถํ์๋ค๊ณ ๋ฐํ
๋ค. ์์ ์ ์ถ์ ๋ง์น๊ณ ์์์ ๊ฒธํ United National Bank Card ์ฌ
์ ์ธ๋ฏธ๋๊ฐ ๊ฐ์ต ๋์๋ค. ์ด๋ ์ธ๋ฏธ๋์์๋ ํ์์ฌ๋ค์๊ฒ Credit
์นด๋ ์ฌ๊ธฐ์ ์ฃผ์ํ ์ ์ ๋ํด ์ค๋ช ํ์์ผ๋ฉฐ, ์ฌ๋ฌ ๊ฐ์ง ์ง๋ฌธ์ ์
๋ต์ ํ๋ ์๊ฐ์ ๊ฐ์ก๋ค๊ณ ํ๋ค. ๋ํ, ๋ด์ ์ง ํํ๋ ์ค๋ 8์ 21
์ผ์ ํธ๋ฅธ๋์ฅ์์ ์ผ์ ํ๋ฅผ ๊ฐ์ตํ ์์ ์ด๋ผ๊ณ ํ๋ค.
๋ฉคํผ์ค ํํ.๋ฉคํผ์ค ํํ๋ ์ง๋ 5์ ๋ง๋ถํฐ 7์ ์ด๊น์ง 6์ฃผ ๋์์ ๊ฑธ์ณ ๊ณ ๊ฐ
๋ค์ ์ํ ๊ฒฝํ์์น๋ฅผ ํ์๋ค๊ณ ๋ฐํ๋ค. 45๊ฐ ์คํ ์ด๊ฐ ์ฐธ๊ฐํ ํ
์ฌ๊ธฐ๊ฐ ๋์ ๊ณ ๊ฐ ์ค ๋งค์ฃผ ํ ๋ช ์ ์ถ์ฒจํ์ฌ 40โTV๋ฅผ ๊ฒฝํ์ผ๋ก ์ฃผ
์๋ค๊ณ ํ๋ค. ๊ทธ๋ฆฌ๊ณ ๋ง์ง๋ง ์ฃผ์๋ ๊ธฐ์ ํฌ๋ฅดํ ์๋์ฐจ ํ๋๋ฅผ ๊ฒฝ
ํ์ผ๋ก ์ถ์ฒจํ์๋ค๊ณ ํ๋ค. ๋ํ, ๊ทน์ฑ์ ๋ถ๋ฆฌ๋ ์ ๋๋ฒ์ ๋ํ ๋ฐฉ
์ฑ ์ผ๋ก ๊ฒฝ์ฐฐ์ ์ด๋นํ์ฌ ๋๋๋ฐฉ์ง๋ฒ์ ๋ํ ์ธ๋ฏธ๋๋ฅผ ๊ฐ์ตํ์๋ค
๊ณ ํ๋ค. ํํธ, ๊ทผ๋ฌด ์ค ์ด์ ๋ง๊ณ ์์งํ ์ง์ญ ๊ฒฝ์ฐฐ Timothy Warren
์จ๋ฅผ ์ถ๋ชจํ๊ธฐ ์ํด ํํ์์ $1,000์ ๋ฉ๋ชจ๋ฆฌ์ ํ๋๋ฅผ ๊ฒฝ์ฐฐ์ ์
๋ฌํ์๋ค๊ณ ํ๋ค.
๊ฐ์ฃผํํ๊ฐ์ฃผํํ๋ ์ง๋ 7์ 11์ผ์ ์ ๊ธฐ ์์ ์ด์ฌํ๋ฅผ ๊ฐ์ตํ์๋ค. ์ด
๋ ์ด์ฌํ์์๋ 7์ 13์ผ(Ivy Enterprise ์ธ๋ฏธ๋)๊ณผ 25์ผ(Outreach
Program ํ์ฌ)์ ๊ณํ๋์ด ์๋ ์ธ๋ฏธ๋์ ๋ํ ์ธ๋ถ์ฌํญ๊ณผ, ํํ
์ด์ฌ๋ค์ ์์๋ด์ฌ์ง์์ ๊ดํ ์์ ๊ฐ ๋ ผ์๋์๋ค๊ณ ํ๋ค.
๋ถ ํ์ฌ์ค ํํ๋ถ ํ์ฌ์ค ํํ๋ ์ง๋ 6์์ ์ด์ฌํ๋ฅผ ๊ฐ๊ณ ๋๋๋ฐฉ์ง๋ฅผ ์ํ ํ์
๊ธ ํฌ์คํฐ ๋ง๋ฐ์ง ์์ ๋ฐ ํค์ด ๊ฐ๊ฒฉ ์ธ์ ๊ด๊ณ ์ ๋ํ ๊ตฌ์ฒด์ ์ธ ๋ ผ
์๋ฅผ ํ์๋ค๊ณ ํ๋ค. ์ด ๊ด๊ณ ๋ 1๋ ๋์ ์ง์์ ์ผ๋ก ๋ด๋ณด๋ผ ๊ฒ์ ๊ธฐ
ํํ๊ณ ์๋ค๊ณ ํ๋ค. ๋ํ, ๋ด๋ ์ ๊ณํํ๊ณ ์๋ ์ผ์ ๋ํ ๋ด์ฉ๋
๋ ผ์ ๋์๋ค๊ณ ํ๋ค.
๋ด์๋นํํ๋ด์๋นํํ๋ ์ง๋ 7์ 13์ผ ์๋ก์ด ํ์ฅ ๋น์ ์๋ฅผ ์ ์ถ ํ์๋ค. ์ฅ
์ผ์ ํ์ฅ์ ์๋ก์ด ํ์ฅ ๋น์ ์๋ฅผ Young Kim์ด๋ผ ๋ฐํ๋ฉฐ, ์๋ก์ด
ํ์ฅ์ ์ทจ์์์ ์ค๋ 9์์ ์์ ์์ ์ด๋ผ๊ณ ํ๋ค.
ํด์คํคํํํด์คํคํํ๋ ์ค๋ 10์ 3์ผ์ ์ง์ญ์ Crowne Plaza Hotel์์ ํค
์ด ์ผ๋ฅผ ๊ฐ์ตํ๋ค๊ณ ํ๋ค. ์ฌํด๋ก 12ํ๊ฐ ๋๋ ์ด๋ฒ ์ผ์๋ ์ธ๋ฏธ๋
๋ฐ ๊ฐ์ข ๊ฒฝ์ฐ ๋ฑ, ๋ค์ํ ํ์ฌ๋ฅผ ์ค๋นํ๊ณ ์๋ค๊ณ ํ๋ค. ์๋ ์ 800
์ฌ๋ช ์ด ์ฐธ๊ฐํ ์ด ์ผ๋ ํด๋ฅผ ๊ฑฐ๋ญํ๋ฉด์ ๊ท๋ชจ๊ฐ ๋์ฑ ์ปค์ง๊ณ ์๋ค
๊ณ ํ๋ค.
122 OTC Beauty Magazine August 2011
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IndustryNews
126 OTC Beauty Magazine August 2011
Angela Frazier McTair to Run Nutress Hair BrandNutress Hair has appointed Angela Frazier McTair as its new general manager. McTair will take over day-to-day business operations and lead new development and brand strategy efforts. โWe are fortunate to have someone of McTairโs experience and extraordinary credentials to join our team,โ stated Nutress Hair President Reginald Brown. โMcTair brings a successful track record of big brand product launches as well as great technical expertise and strong marketing skills. It is a boon to our organization and the remaining few minority-owned hair care companies in general that we can attract talent of this caliber to our side of the industry.โ
The list of McTairโs credentials seems to be never-ending. With numerous science and business based degrees, training in cosmetology and being a licensed esthetician, she is more than well-equipped for the position. Additionally, she brings with her nearly 15 years of professional beauty and personal care experience including roles with Estรฉe Lauder, LโOreal, Unilever, Johnson & Johnson and Bayer. โI am thrilled to take the reins of a brand with history as rich and enduring as Nutress,โ expressed McTair, the new general manager. โNutress has tremendous potential for growth and expansion with many exciting new initiatives that will add value to our consumersโ lives.โ Visit www.nutresshair.com for more information.
Unilever Acquisition of Alberto CulverAs of May 2011, after obtaining the necessary regulatory clearances and required approval, Unilever acquired the Alberto Culver Company. This makes Unilever the worldโs leading company in hair conditioning, the second largest in shampoo and the third largest in styling. The acquisition also significantly enhances Unileverโs hair care position in the U.S., Canada, the United Kingdom, Mexico and Australia โ all of which will be significant hair care markets for years to come.
The deal โgives Unilever the opportunity to use its scale, reach and technology to take Alberto Culverโs brands to a new level in existing markets, and enables us to use our unparalleled presence in emerging markets to extend them further,โ stated Paul Polman, Unilever CEO. This move brings together an impressive range of Alberto Culver brands such as Motions, Soft & Beautiful, Just For Me!, TRESemmรฉ, Nexxus, and St. Ives with Unileverโs existing portfolio
of iconic brands like Suave, AXE, Dove, PONDโS, Caress, and Vaseline. To learn more about the acquisition, visit www.unilever.com.
Dermablend Celebrates 30th AnniversaryLike a fine wine, reliable cosmetic companies become better with age. Dermablend, a name customers have come to know and trust for exceptional coverage and wear since 1981 celebrates its 30th anniversary. The title of the no. 1 dermatologist recommended and trusted coverage brand is one the company holds dearly. While it has long been recommended for those with acute skin conditions, it has also transformed into a brand every woman can depend on for reliable coverage.
โThis is an exciting milestone for us, as we are commemorating not only our brand heritage, but the fact that weโve undergone a complete transformation,โ stated Renee Mininni, assistant vice president of marketing for Dermablend. With the introduction of the Leg and Body Tattoo Primer and the Smooth Indulgence franchise, the company has continued to flourish.
To mark its anniversary, Dermablend is donating $15,000 to the American Academy of
Dermatology (AAD)โs Camp Discovery. Every year the AAD sponsors six weeks packed full of activities at no charge for young people with chronic skin conditions. Join the celebration at www.dermablend.com.
Nicole Knapp Named Oster Professional Product Manager
Oster welcomes Nicole Knapp as she joins the team as product manager. Having earned experience managing large categories with multiple brands will help her handle the responsibilities that await. From overseeing product development, merchandising, marketing and promotional activities for various
product lines under the Oster Professional umbrella, Knapp comes to the company table with a lot already on her plate. โIโm excited to have Nicole as part of the Oster Professional team,โ said Ileana Moya, group marketing manager for the Oster Professional brand. โHaving
worked with her in the past was a key factor in deciding to bring her on board. Her extensive knowledge of working with multiple brands is an asset as we continue to move forward with new technology, designs and product offerings in all of our beauty divisions.โ Her story is truly one of working hard toward your goal, moving up the corporate ladder and achieving success. To learn more about Oster Professional, log on to www.osterstyle.com.
Solomon Retires as President of Colomer USA MulitculturalIn a letter addressed to partners of the company she made the announcement: Vanessa Solomon, president of the Colomer Multicultural Group was retiring. Effective August 1, the retirement left this prominent industry
figure with mixed emotions. Moving on to the next chapter of life held excitement, yet she retired from a business in which she made many meaningful relationships. โThe last seven years leading this business have been wonderfully enriching and rewarding in so many ways,โ declared Solomon. โI will miss all of you and wish you all the best.โ
August 2011 OTC Beauty Magazine 127
P&G Launches โMy Beauty Adviserโ Mobile ApplicationBeauty goes high-tech as P&G Beauty and Grooming announces the creation of My Beauty Adviser, a new, free application for the iPhone and Android mobile platforms. Their brands Clairol, CoverGirl, Olay and Pantene have come together to create a comprehensive beauty application designed to help make consumers well-rounded beauty shoppers. Developed by Densebrain, Inc., this user-friendly, advanced program works to simplify purchasing decisions. Exploring products has never been easier and users can even browse a free magazine to gain extra insight.
โThatโs why we created My Beauty Adviser to help women find the best answers in a quick and fun way while on-the-go,โ explained Kevin Hochman, marketing director for Olay, Secret and Venus. Voice and barcode scanning takes shopping
to the next level as users can use this feature to instantly access reviews and related articles. It also acts as a personalized, handheld consultant that caters to all their beauty needs. My Beauty Adviser can be downloaded through the iTunes Application Store. Learn more
about P&G Beauty and Grooming at www.pg.com.
128 OTC Beauty Magazine August 2011
IndustryNews
J. Strickland & Co. Celebrates 75th YearFamilies are groups of people who stick together through thick and thin. This is the mentality that J. Strickland and Co. has worked under since its start in the 1930s, deriving from the fact that it is indeed family-run. Keeping with this mind-set the company hopes to continue striving for years to come. Currently located in Olive Branch, Miss. in the prime rail-side location, this plant was built with room to grow. For the last five years of their existence the company has been housed in their 300,000-square-foot facility.
โWe would not have gone anywhere else that didnโt have a rail site,โ said James โMacโ McKelroy, executive vice president. โItโs a huge competitive advantage.โ Many of the products J. Strickland and Co. makes are used to style hair and others are cosmetics. No matter
what their use, they remain constant as time passes. Still keeping with the consistency factor, the labs are trying to develop new and more environmentally friendly products. โPeople are looking for more natural ingredients, even in some of the packaging,โ explained McKelroy. J. Strickland is not going to sit back and let this opportunity pass them by; they are working to further cater to their customersโ demands, enabling business to keep booming.
Learn more about this tried and true establishment at www.jstrickland.net.
Gregg Emery Named President of Farouk Systems
Farouk Shami, founder and chairman of Farouk Systems, has announced Gregg Emery as the new president. This company prides itself on being the official hair care sponsor of the Miss Universe Organization as well as makers of the CHI and BioSilk brands.
โIโm very happy to take the reins as president,โ said Emery. โI have a very talented team to work with. Each person is an expert in their own right, and I am confident we can take Farouk Systems to levels previously unseen.โ Bringing with him more than 20 years of experience in the professional salon industry, Emery helped Farouk Systemsโ recognition as the leader in hair care products grow since he arrived at the company in 2009 as the executive vice president of sales and promotions. In this new position he will handle responsibilities such as overseeing sales, marketing, shows and education at the company headquarters in Houston, Texas. Learn more about the company at www.farouk.com.
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10-11Fall World Natural Hair, Health and Beauty ShowCollege Park, GA
www.naturalhairshow.org
17-19Columbia Beauty Supply ConventionOcean City, MD
www.cbslink.com
July 31-August 3ASD/AMD Trade ShowLas Vegas, NVwww.merchandisegroup.com
7-8Tools of the TradeShreveport, LAwww.toolsofthetradeclass.com
10-12AHBAI Ethnic HBC Mid-Year โBuyers & Marketingโ ConferencePalm Beach, FLwww.proudlady.org
18-19Premiere BirminghamBirmingham, AL
www.premiereshows.com
21-24 Natural Products Expo EastBaltimore, MD
www.naturalproductsexpo.com
27-29Face and Body Spa Conference and Expo North CaliforniaSan Jose, CAwww.faceandbody.com
132 OTC Beauty Magazine August 2011
ShowCalendar Ad Index
Alleghany Pharmacal 11, 97800-645-6190www.alleghanypharmacal.com
American International 59www.aiibeauty.com
Ampro 57, 98800-727-0096www.amprogel.com
Andis Co. 54, 55, 121 800-558-9441www.andis.com
ApHogee 87800-851-1555www.aphogee.com
BBS/DoMe Hair 89, 91770-452-8262www.domehair.com
Belson 114, 115800-327-8384www.belsonproducts.com
Bonfi Naturals/Wet-n-Wavy 85, 101www.wetnwavy.com
Conair IFC, 1800-726-6247www.conair.com
Dr. Miracleโs 19www.drmiracles.com
Dream World 104, 105, 124, 125, 129800-504-0588
E.T. Browne Drug Co., Inc. 17201-894-9020www.etbrownedrugco.com
Ecoco, Inc. FC, 27, 77, 88800-HRSTYL1www.ecocoinc.com
Empress Beauty Distributors 123www.mstyleshoes.com
Fantasia Ind. 109800-426-3030www.fantasiahaircare.com
Fiske Industries 31845-398-3340www.dandrsolutions.com
Fromm International 64a800-323-4253www.frommonline.com
Genieco/Gonesh 40312-421-2383 www.gonesh.com
GroWorks/Newhall Labs 63914-925-2300www.stopthebreakage.com
Helen of Troy 25800-487-7273www.hotus.com
House of Cheatham 7, 137800-688-1878www.houseofcheatham.com
Imperial Dax 5866-329-9297www.imperialdax.com
International Beauty Brands 45www.internationalbeautybrands.biz
J. Strickland 21, 75www.jstrickland.net
JBS Beauty Club 76800-361-0786
JBS Hair 2, 3, 49, 68, 129800-936-8733www.jbshair.com
JF Labs/AFAM 35, 83, 95, 103800-262-2326www.jflabs.com
Jinny Corp. 12, 13, 92, 93, 107www.jinny.com
Johnson Products BC, 73www.johnsonproducts.com
Kali Footwear 36, 37 770-622-1138
Liquid Gold Bonding/Lloneau Products 41310-323-7100www.liquidgoldbonding.com
LโOreal Technique 47800-345-5014www.lorealtechnique.com
M3 Cosmetic Labs/Arganics 44501-791-9600www.arganicshair.com
M&M Products 29800-707-8763www.mmproducts.net
Max Trading 22, 23, 80, 81888-629-5223www.maxsandals.com
Motions 33800-333-0005www.motionshair.com
Namaste/Organic Root Stimulator 61888-ROOT STIMwww.organicrootstimulator.com
Natureโs Protein/Doo Gro 43877-436-6476www.doogro.com
Oster Prof. Products 8, 9800-830-3678www.osterpro.com
POS Unlimited 770-447-0102 www.posunlimited.com
Professional Products Unlimited, Inc. 69 516-770-7410www.professionalproductsllc.com
Queen Helene 60516-538-4600www.queenhelene.com
RA Cosmetics 88, 99404-755-1005www.racosmetics.com
SMSi-Urban Call Marketing, Inc. 50336-759-7477www.segmentedmarketing.com
Smooth Care 135
SoftSheen-Carson 67www.softsheen-carson.com
Spilo Worldwide 48800-347-7456www.spilo.com
Starlet International 119
Straight Arrow/Mane โn Tail 65888-825-2813www.manentail.com
Strength of Nature Gatefold, 88888-825-2813www.strengthofnature.com
Taliah Waajid/ Black Earth Products 111770-716-9056www.naturalhair.org
Universal Beauty Products 28800-390-3338www.universalbeauty.com
September
AuguSt
EXPIRATION DATE: August 31, 2011Coupon must be presented to Jinny Beauty Supply by the last day of the promotional month to qualify for rebates.
Albe
rto C
ulve
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harm
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Purchase $250 of assorted Hask productsReceive a $25 rebate
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Purchase $250 of assorted Clubman productsReceive a $25 rebate
Amer
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Jinny Invoice Number Date Signature
Phone
1. Purchase the required amount of the vendorโs products. Coupon good for one time purchase ONLY.2. Fill out the coupon supplying all necessary information.3. Return the refund coupon* along with a copy of your original Jinny Invoice** Per Manufacturerโs request.4. You will receive a credit from your Jinny Beauty Supply Accounting Department to be use on your next Jinny Invoice.5. NO RETURNS will be accepted on coupon purchases.*Original Only, No Copies will be accepted. **Copy of invoice Must Accompany refund for credit.
1. Purchase the required amount of the vendorโs products. Coupon good for one time purchase ONLY.2. Fill out the coupon supplying all necessary information.3. Return the refund coupon* along with a copy of your original Jinny Invoice** Per Manufacturerโs request.4. You will receive a credit from your Jinny Beauty Supply Accounting Department to be use on your next Jinny Invoice.5. NO RETURNS will be accepted on coupon purchases.*Original Only, No Copies will be accepted. **Copy of invoice Must Accompany refund for credit.
1. Purchase the required amount of the vendorโs products. Coupon good for one time purchase ONLY.2. Fill out the coupon supplying all necessary information.3. Return the refund coupon* along with a copy of your original Jinny Invoice** Per Manufacturerโs request.4. You will receive a credit from your Jinny Beauty Supply Accounting Department to be use on your next Jinny Invoice.5. NO RETURNS will be accepted on coupon purchases.*Original Only, No Copies will be accepted. **Copy of invoice Must Accompany refund for credit.
1. Purchase the required amount of the vendorโs products. Coupon good for one time purchase ONLY.2. Fill out the coupon supplying all necessary information.3. Return the refund coupon* along with a copy of your original Jinny Invoice** Per Manufacturerโs request.4. You will receive a credit from your Jinny Beauty Supply Accounting Department to be use on your next Jinny Invoice.5. NO RETURNS will be accepted on coupon purchases.*Original Only, No Copies will be accepted. **Copy of invoice Must Accompany refund for credit.
1. Purchase the required amount of the vendorโs products. Coupon good for one time purchase ONLY.2. Fill out the coupon supplying all necessary information.3. Return the refund coupon* along with a copy of your original Jinny Invoice** Per Manufacturerโs request.4. You will receive a credit from your Jinny Beauty Supply Accounting Department to be use on your next Jinny Invoice.5. NO RETURNS will be accepted on coupon purchases.*Original Only, No Copies will be accepted. **Copy of invoice Must Accompany refund for credit.
1. Purchase the required amount of the vendorโs products. Coupon good for one time purchase ONLY.2. Fill out the coupon supplying all necessary information.3. Return the refund coupon* along with a copy of your original Jinny Invoice** Per Manufacturerโs request.4. You will receive a credit from your Jinny Beauty Supply Accounting Department to be use on your next Jinny Invoice.5. NO RETURNS will be accepted on coupon purchases.*Original Only, No Copies will be accepted. **Copy of invoice Must Accompany refund for credit.
ATLANTA 1-800-936-8733 3587 Oakcliff Road, Doraville, GA 30340CHICAGO 1-800-535-6110 7555 Noth Caldwell Ave., Niles, IL 60714DALLAS 1-800-925-4669 2527 Willowbrook Rd. Ste. 200, Dallas, TX 75220MIAMI 1-800-616-3200 16241 N.W. 48th Ave., Hialeah, FL 33014LOS ANGELES 1-877-644-0167 4545 Pacific Blvd. Vernon, CA 90058HOUSTON 1-713-343-5636 3920 Dunvale Rd. Houston, TX 77063
ATLANTA 1-800-936-8733 3587 Oakcliff Road, Doraville, GA 30340CHICAGO 1-800-535-6110 7555 Noth Caldwell Ave., Niles, IL 60714DALLAS 1-800-925-4669 2527 Willowbrook Rd. Ste. 200, Dallas, TX 75220MIAMI 1-800-616-3200 16241 N.W. 48th Ave., Hialeah, FL 33014LOS ANGELES 1-877-644-0167 4545 Pacific Blvd. Vernon, CA 90058HOUSTON 1-713-343-5636 3920 Dunvale Rd. Houston, TX 77063
ATLANTA 1-800-936-8733 3587 Oakcliff Road, Doraville, GA 30340CHICAGO 1-800-535-6110 7555 Noth Caldwell Ave., Niles, IL 60714DALLAS 1-800-925-4669 2527 Willowbrook Rd. Ste. 200, Dallas, TX 75220MIAMI 1-800-616-3200 16241 N.W. 48th Ave., Hialeah, FL 33014LOS ANGELES 1-877-644-0167 4545 Pacific Blvd. Vernon, CA 90058HOUSTON 1-713-343-5636 3920 Dunvale Rd. Houston, TX 77063
ATLANTA 1-800-936-8733 3587 Oakcliff Road, Doraville, GA 30340CHICAGO 1-800-535-6110 7555 Noth Caldwell Ave., Niles, IL 60714DALLAS 1-800-925-4669 2527 Willowbrook Rd. Ste. 200, Dallas, TX 75220MIAMI 1-800-616-3200 16241 N.W. 48th Ave., Hialeah, FL 33014LOS ANGELES 1-877-644-0167 4545 Pacific Blvd. Vernon, CA 90058HOUSTON 1-713-343-5636 3920 Dunvale Rd. Houston, TX 77063
ATLANTA 1-800-936-8733 3587 Oakcliff Road, Doraville, GA 30340CHICAGO 1-800-535-6110 7555 Noth Caldwell Ave., Niles, IL 60714DALLAS 1-800-925-4669 2527 Willowbrook Rd. Ste. 200, Dallas, TX 75220MIAMI 1-800-616-3200 16241 N.W. 48th Ave., Hialeah, FL 33014LOS ANGELES 1-877-644-0167 4545 Pacific Blvd. Vernon, CA 90058HOUSTON 1-713-343-5636 3920 Dunvale Rd. Houston, TX 77063
ATLANTA 1-800-936-8733 3587 Oakcliff Road, Doraville, GA 30340CHICAGO 1-800-535-6110 7555 Noth Caldwell Ave., Niles, IL 60714DALLAS 1-800-925-4669 2527 Willowbrook Rd. Ste. 200, Dallas, TX 75220MIAMI 1-800-616-3200 16241 N.W. 48th Ave., Hialeah, FL 33014LOS ANGELES 1-877-644-0167 4545 Pacific Blvd. Vernon, CA 90058HOUSTON 1-713-343-5636 3920 Dunvale Rd. Houston, TX 77063
Store name
Address
Jinny Invoice Number Date Signature
Phone
Store name
Address
Jinny Invoice Number Date Signature
Phone
Store name
Address
Jinny Invoice Number Date Signature
Phone
Store name
Address
Jinny Invoice Number Date Signature
Phone
Store name
Address
Jinny Invoice Number Date Signature
Phone
Olive Miracle
136 OTC Beauty Magazine August 2011
๋ชจ๋ฐ์ ๋ชจ์ด์ค์ฒ๋ฅผ ์ฃผ๊ณ ๋ณดํธํด์ฃผ๋ ์ฌ๋ฆฌ๋ธ์ ๊ธฐ๋ฅ์
์ค๋ ์๊ฐ์ ๊ฑฐ์ณ ๊ฒ์ฆ๋ ์ฌ์ค์ด์ง๋ง, African Pride
๋ ์๋ก์ด Olive Miracle์ ํ์ผ๋ก ๋ ํ๋ฒ ๊ทธ ํจ๋ฅ์
์ ์ฆํ๊ณ ์๋ค. ํ๋ถํ ์์คํธ๋ผ ๋ฒ์ง ์ฌ๋ฆฌ๋ธ ์ค์ผ(extra virgin
olive oil)์ ํจ์ ํ ์ด ์ ํ๋ค์ ๋ชจ๋ฐ์ ์ต๊ณ ์ ๋ถ๋๋ฌ์๊ณผ ๋ฅ
์ปจ๋์ ํจ๊ณผ๋ฅผ ์ฃผ๋ฉฐ, ๋ชจ์ด์ค์ฒ๊ฐ ํ๋ถํ ๋ํผ๋ฅผ ๋ง๋ค์ด ์ฃผ๊ณ ,
์์ ๋ฐ ๋ชจ๋ฐ ๋ ๊ฐ๋ผ์ง, ๊ทธ๋ฆฌ๊ณ ๊ฑด์กฐํจ์ ๋ง์์ค๋ค.
์ด ์ ํ๋ค์ ์ต์์ ์ํ๋ฆฌ์นด ์๋ฌผ, ์ค์ผ, ๊ทธ๋ฆฌ๊ณ ์ฒ์ฐ
์ฑ๋ถ์ผ๋ก ๋ง๋ค์ด ๋ชจ๋ฐ์ ํ๋ ฅ์ ๋ถ์ด๋ฃ์ด ์ค๋ค. ์ ํ ์ค์,
2-in-1 Shampoo and Conditioner๋ ํ๋ฒ์ ์ฌ์ฉ์ผ๋ก ๋ชจ๋ฐ์
๊นจ๋์ด ํด์ฃผ๊ณ , ๋ชจ์ด์ค์ฒ๋ฅผ ์ ๊ณตํด์ฃผ๋ฉฐ, ์์ฐ์ค๋ฌ์ด ์ค๊ธฐ๋ฅผ
ํ๋ณต์์ผ ์ค๋ค. The Hair, Scalp and Skin Oil์ ์๋น์๋ค์
๋ชจ๋ฐ์ ๋ถ๋๋ฌ์ด ์ํ๋ก ๋ง๋ค์ด์ฃผ๋ฉฐ ๊ฑด๊ฐํ ๋ํผ๋ฅผ ๋ง๋ค์ด
์ค๋ค. ๋ํ ๋จ๊ฑฐ์ด ์ค์ผ ํธ๋ฆฌํธ๋จผํธ๋ ํผ๋ถ, ๋ฐ๋, ๊ทธ๋ฆฌ๊ณ ๋ค์ผ
๊ฑด๊ฐ์ ์ ์งํ๋๋ฐ ๋ ๋ฐฐ์ ํจ๊ณผ๋ฅผ ๋ธ๋ค. ๋ง์ง๋ง์ผ๋ก Miracle
Crรจme์ ๋งค์ผ ์ฌ์ฉํ๋ ์ ํ์ผ๋ก ๋ชจ๋ฐ์ ๊ฐํ๊ฒ ๋ง๋ค์ด์ฃผ๋ฉฐ
์์๋ ๋ชจ๋ฐ์ ๋ณต์์์ผ ์ค๋ค. Olive Miracle ์ ํ์ ๋ํ ๋ณด๋ค
๋ง์ ์ ๋ณด๋ www.african-pride.com์์ ์ฐพ์ ์ ์๋ค.
The hair moisturizing and protective benefits of olive oil have long been recognized, but African Pride has now harnessed them in the new Olive Miracle formula. Rich in extra virgin olive oil for the ultimate
in silky smooth, deep conditioned hair and a moisture-rich healthy scalp, these products help stop breakage, split-ends and dryness. This line features an array of items produced with the finest African herbs, oils and natural ingredients to revitalize tresses. Among these products is the 2-in-1 Shampoo and Conditioner that cleans and moisturizes hair in one step while restoring its natural body and shine. The Hair, Scalp and Skin Oil allows customers to achieve silky smooth deep conditioned hair and a healthy scalp. It can also pull double duty as a hot oil treatment or for use in maintaining excellent skin, body and nail health. Lastly the Miracle Crรจme strengthens and conditions damaged hair when used daily. For more information on these and other Olive Miracle products, visit www.african-pride.com.
์ฌ๋ฆฌ๋ธ์ ๊ธฐ์
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