the kids issue june 2014

June 2014| $6.00The Kids Issue

Scan to visitOTC website

Sparks

A-1 Beauty Supply - GA

The Latest Industry News

OTC Store Interview Inside

Spring World Natural Hair Health & Beauty Show

Manufacturer Profile

School Style

Presented by Taliah Waajid

Back to

Editorial Letter ��10 Hit the Halls in Style멋지게 등교하자.

Expert Advice ��12Tips for Summer Foot Care

Marketplace ��16Back to School Style

How Should You Sell It? ��22Children’s Shampoos어떻게 판매할 것인가?

이 달의 판매 초점은… 아동용 샴푸이다!

Urban Call Briefs ��43Effective Marketing Communications and Focus Groups

King of Locs ��57Fun Protective Styles for Kids This Summer

Clipper Tips ��74Father’s Day Gifts

Therapy Trends ��76Funtastic Product Concepts

Tonsorial Times ��78Daddy Did It!

업계소식��88Industry News ��92Coupons ��99Show Calendar ��104Ad Index ��104Reader Feedback ��106Product Spotlight ��108Au Naturale Anti-Shrinkage Cleansing Conditioner A-La-Crème

CONTENTSJune2014

Feature Article ABCs of Bath Time Fun ��60by Brooke WatsonNo matter if your customers have a little one in diapers at

home, or a child who has already conquered a few years

of school, it is no doubt that bath time can easily become

more of a chore than a relaxing wind-down from the

day� Sometimes all it takes to turn this routine task from

mundane to exciting is as easy as A-B-C�

Retailer Profile A-1 Beauty Supply

Sylvania, GA ��68by Tony Bae

물 흐르듯이 컨트롤 하세요

4 OTC Beauty Magazine June 2014

in this issue

Jamaican Mango & Lime Black Castor Oils are powerful all-purpose soothing oils made from Jamaican Castor Beans roasted and ground. These “Everyday Oils are made for Everybody” and are formulated for daily use for the hair and skin. Also try the Jamaican Mango & Lime Essential Oils that are lighter oil blends specifically formulated to prevent hair damage and relieve dry itch scalp. www.jamaicanmangolime.com

On The Cover

Business Tips The Basics of Point of Sales ��46by Stuart GreenAs soon as you start a business that deals with any retail merchandise or even services, you will begin to realize that it is hard to track all of your transactions and inventory status by hand� These two things are important for any business because it is from here that your future marketing and sales strategies will stem from� Point of Sales systems can help!

POS 의 기본어떤 소매 상품이나 혹은 서비스를 취급하는 사업을 시작할 때, 모든 거래와 재고 상태를

손으로 직접 추적하는 것은 어려운 일이라는 것을 깨닫기 시작할 것이다. 거래 및 재고

상태는 어떤 비즈니스에서든 중요한 부분인데, 그것은 앞으로의 마케팅이나 판매 전략들이

여기에서부터 뻗어나오기 때문이다. POS가 도움이 될 수 있다!

3 Tips for Practicing Mindfulness in a Multitasking Workplace ��50by Dr� Romie MushtaqMindfulness—being focused and fully present in the here and now—is good for individuals and good for a business’s bottom line� Even if a company doesn’t make it part of the culture, employees and managers can substitute their multitasking habits with mindfulness in order to reduce stress and increase productivity� Here are a few tips for practicing mindfulness in a multitasking business�

멀티 작업 환경에서 마음을 다스리는3가지 방법마음 다스림- 지금 이곳에 집중하고 완전히 존재하는 것 – 은 개인을 위해서도 비즈니스의

수익성을 위해서도 좋은 것이다. 회사가 이것을 직장 내 문화의 일부로 만들지 않는다

하더라도, 직원들과 관리자들은 스트레스를 줄이고 생산성을 향상하기 위해서 자신들의 다중

작업 습관을 마음 다스림으로 대체할 수가 있다. 여기에 멀티 작업 환경에서 마음 다스리는

연습을 위한 몇 가지의 도움말이 있다

Finished ProductUntangling Detanglers for Profit ��28by Will WilliamsDetanglers can have many different ingredients, but the goal is the same no matter what combination of them is present� They work by altering the surface of hair, smoothing each strand by coating it with oil, polymers or an acidifying agent to make it smooth� Learn more here!

Show Coverage 2014 Spring World Natural Hair, Health and Beauty Show ��82If there is something this event does right it is supporting the creativity and individuality of every person in attendance� Walking through the show floor aisles in the Georgia International Convention Center in Atlanta on April 26-27, visitors were surrounded by men and women who were completely comfortable and unbelievably proud of who they are, naturally� We feel this belief in cultivating and celebrating high self-esteem is one of the main attributes that makes the show so great year after year�


CONTENTSJune 2014

Knowledge To Know Fab Collab �� 32by Daniela CiocanCosmoprof North America (CPNA) is proud to announce the Boutique ~ GlossyBox limited edition box, which will debut at CPNA 2014 this July in Las Vegas and will go on sale to beauty consumers online in August 2014� This is Boutique’s first-ever collaboration with the leading online purveyor of luxury beauty, GlossyBox� Read on to learn all about this exciting beauty business adventure�

Cosmoprof North America (CPNA)는Boutique ~ GlossyBox

의 한정판 박스를 자랑스럽게 소개한다. 이 제품은 올 7월

라스베가스에서 열릴 CPNA 2014에서 데뷔하며 2014년 8

월부터 온라인을 통해 소비자들에게 판매될 것이다. 고급 미용

제품의 선도적인 온라인 납품업체, GlossyBox와Boutique의 첫

번째 합작이다. 이 흥미로운 이야기를 기사를 통해 알아 보도록

하자.

The Truth about Dandruff and Head Lice as it Relates to the Afro Condition �� 36by Dr� Edward Tony LloneauMost complaints concerning dandruff are not dandruff at all� What it really is, is dried out residue of products used for hair care and maintenance, such as hair sprays, setting lotions, curl activators and moisturizers, as well as pollutants such as dust pollen, industrial and other smoke segments settling on the scalp and causing irritation� Discover how to control this, and the truth about head lice�

흑인 모발과 관련된 비듬과 머릿니에 관한 진실비듬에 관한 대부분의 문제는 실제로 비듬에는 책임이 없다. 사실상

그것은 헤어 스프레이나 세팅 로션, 컬 활성제나 보습제에 사용되는

제품 잔여물들의 건조, 뿐만 아니라 먼지와 꽃가루, 산업 및 다른

연기 등과 같은 오염 물질이 두피에 정착하면서 자극을 유발하게

되는 것이다. 어떻게 관리하는지를 알아보고, 머릿니에 대해서도

알아 보도록 하자.

Manufacturer Profile Sparks ��64“A few years ago we saw an opportunity to address the hair care, styling and color needs of the youth market in a more contemporary way,” explained Joe Magnano of Sparks, a Beauty Perfection brand� OTC Beauty Magazine spoke with Magnano about how the company seized this chance to create an exciting and incredibly creative beauty good�

“몇 년 전, 우리는 젊은 층들을 대상으로 하는 시장에서 헤어

케어, 스타일링 그리고 컬러에 대한 요구를 현대적인 방법으로

충족할 수 있는 기회를 보았습니다.” 라고 Sparks Beauty

Perfection의 Joe Magnano는 말했다. OTC 뷰티 매거진은

회사가 이런 기회를 어떻게 포착하고, 흥미롭고 놀라운 창조적인

뷰티 제품들을 제조하게 되었는지에 관해 Magnano씨와

이야기를 나누어 보았다.

CEO:

Editor:

Korean News Editor:

Art Director:

Advertising & SalesCoordinator:

Contributing Writers:

Columnists:

Ann Jhin

Haley [email protected]

[email protected]

Tony [email protected] [email protected]

Earl [email protected]

[email protected]

Daniela CiocanStuart GreenCyrus JacksonDr. Edward Tony LloneauDr. Romie MushtaqSharrona Williams, MDBrooke WatsonWill Williams

Kenny DuncanLafayette JonesElayne McClaineDwayne Thompson

8 8 OTC Beauty Magazine June 2014

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.

OTC Beauty Magazine June 201410

Editorial Letter

Editor, [email protected]

처음으로 스쿨 버스에 올라타든, 신입생으로 고등학교의

문턱을 넘어 발을 내딛든, 여러분 주변의 모든 학생들은 곧

교실로 향하게 될 것입니다. 나태한 여름날들을 뒤로하고

그들은 친구들을 만나게 되길 열망할 것이며, 당신은 그들이

멋진 모습으로 이런 것들을 할 수 있도록 도울 수 있습니다.

매일의 복장을 완성하기 위해 부모와 아이들은

최고의 샴푸와 헤어 제품, 악세서리, 메이크업, 심지어 네일

제품까지 수집하는 일을 해야하기 때문에, 이 들뜬 시간은

일종의 불안함을 가져옵니다. OTC 뷰티 매거진에서 우리는

그들이 찾는 제품을 여러분의 매장이 보유하고 있는지

확인하길 바라며, 마켓 플레이스(페이지16)에 제품들을 함께

모아두었습니다. 한번 확인해 보세요!

또한, 여름철 더운 날씨로, 어디서나 발가락들은

겨울내내 자리잡고 있던 양말 밖으로 뛰쳐나와 휴식을

갈망합니다. 발을 노출시킬 때, 여러분의 고객들은 깨끗하고

건강하게 발을 유지할 수 있는 몇 가지 조언이나 방법이

있다는 것을 인식하지 못할 수도 있습니다. 그들이 싣는

신발의 종류부터 선스크린 사용까지, 여러분의 고객들과

공유할 수 있는 유용한 조언들을 페이지12에서 찾아볼 수

있습니다.

우리는 또한 Taliah Waajid 네추럴 헤어, 건강 및

뷰티 쇼에 참석했으며, 이벤트 내부 소식을 여러분에게

제공하고자 합니다. 이 쇼는 한 달여 안에 있을Cosmoprof

에 앞서 아주 흥미진진한 쇼 시즌의 시작을 알렸습니다. 곧

다가올 학교 시즌과 큰 전시회를 두고, 매장을 운영하는

여러분이 어떻게 흥분하지 않을 수가 있겠습니까? 이런 경우,

우리는 열정이 시작될 수 있는 약간의 “불꽃”이 필요하며,

64페이지에서 젊고 역동적인 헤어 컬러 회사에 관해 알아볼

수가 있습니다.

무엇을 기다리시나요? 학교종은 여러분이 알기도

전에 울릴 것입니다!

Whether boarding the school bus for the first time or stepping through the threshold of high school as a freshman, all of the school-aged children in your community will soon be heading back to class. Leaving the lazy days of summer behind they will be eager to meet up with friends, and you can help them do this in style. With this exciting time comes anxiety as parents and kids alike work to collect the best shampoos and hair products, accessories, makeup and even nail polishes to complete each day’s outfit. Here at OTC Beauty Magazine we want to make sure you have the products they are looking for, and we have put together quite a selection in our Marketplace (page 16). Go check it out! Additionally, summertime brings with it warm weather, and toes everywhere will be yearning to break out of the socks they have been nestled in all winter. When uncovering feet, your customers may not realize that there are a few tips and tricks to keeping feet clean, healthy and protected when exposed. From the type of shoes they wear to sunscreen use, you can find helpful tips for sharing with shoppers on page 12. We also attended the Taliah Waajid Natural Hair, Health and Beauty Show and want to give you an inside look at the event. This truly kicked off an exciting show season as Cosmoprof is coming up in just over a month. With school and great trade shows around the corner, how could you as a storeowner not be thrilled? Just in case we need a to light a few “Sparks” to get the enthusiasm started, f lip over to page 64 to learn about a young and vibrant hair color company. What are you waiting for? The school bell will be ringing before you know it!

멋지게 등교하자.

Hit the Halls in Style

June 2012OTC Beauty Magazine 11

OTC Beauty Magazine December 2008

Sharrona Williams, MD is an orthopedic surgeon with specialty training in foot and ankle surgery who practices with OrthoAtlanta in the Metro Atlanta area of Georgia. She is a graduate of the Virginia Commonwealth University School of Medicine and completed fellowship training in foot and ankle orthopaedic surgery at Duke University Medical Center. She is a fellow of the American Academy of Orthopaedic Surgeons and a member of the Georgia Orthopaedic Society and the American Orthopaedic Foot & Ankle Society (AOFAS). AOFAS promotes quality, ethical and cost-effective patient care through the education, research and training of orthopaedic surgeons and other healthcare providers. The Society maintains a patient-education website, FootCareMD.org, which features articles on various foot and ankle conditions and their treatments.

12

Expert Advice

for

With summer around the corner, it’s nearly time to cast off heavy socks and boots in favor of open-toed shoes and sandals. As your feet emerge from hibernation, consider these tips for summer foot care, courtesy of the American Orthopaedic Foot & Ankle Society.

Sporting sandals? Stability, support and protection should be top-of-mind when you’re sandal shopping. Look for a sandal with a low, stable sole and a heel cup that allows the sandal to remain well-aligned on your foot while you walk. A toecap will keep your toes from being stubbed. And don’t forget arch support, which helps distribute pressure evenly and makes sandals more comfortable.

What about flip-flops? They’re everywhere these days, and while they may have a limited place in your warm-weather wardrobe, flip-flops should not be worn as an everyday summer shoe. Flip-flops provide zero support for your feet and ankles, and their structure leaves you open to toe stubs and injuries from falling objects. Limit your flip-flop use to the poolside or for short strolls up the block. Never wear them on uneven terrain.

Pass the sunscreen. When you’re slathering on sunscreen everywhere else, remember your feet need sun protection, too. The upper surface of the foot generally lies perpendicular to the rays of the sun when standing. This positioning makes your feet susceptible to more ultraviolet radiation than other parts of the body. Rub sunscreen liberally over the tops and sides of the feet as well as in between toes. Creams generally are a better option

than spray-on sunscreens, which may not cover all areas of your feet well enough. Remember to reapply sunscreen to feet and legs throughout the day, including after swimming.

Open shoes equal dirt and dryness. Ever notice how much dirt and sand accumulate on your feet when you’re wearing sandals or going barefoot? Clean feet resist infections, so wash your feet carefully, including in between your toes. Dry thoroughly with your own towel. If dryness develops, apply moisturizer to the soles and the tops of your feet.

Some pre-pedicure advice: Before heading to the salon, inspect your feet. If you find cracked skin, cuts or blisters, you should delay your visit until the skin is healed. These skin problems can provide an entry point for bacteria, which could lead to infection.

Watch those bare feet. If you’re by the water, avoid walking barefoot along rocky shores or uneven surfaces. It’s easy to cut or bruise your feet or ankles when wading. And if you’re taking to the woods or wild grassy areas, cover your feet and legs with shoes and socks to prevent ticks from attaching to bare skin. Some ticks carry Lyme disease, and covering up on hikes can protect you.

Tips for kids: Foot hygiene can be challenging for kids in summer, especially if they wear sneakers without socks. Going sockless leaves shoes open to become a breeding ground for bacteria. Encourage kids to wear lightweight socks, or try light summer shoes with mesh uppers can be washed easily to control bacteria growth and odor.

OTC Beauty Magazine June 2014

Make the most of warm-weather months with sandal-shopping and foot-health advice

TipsSummer Foot Care

by Sharrona Williams, MD

Courtesy of AOFAS.

December 2008 OTC Beauty MagazineJune 2014 OTC Beauty Magazine 13

Summer Foot Care

OTC Beauty Magazine December 2008 14 OTC Beauty Magazine June 2014

December 2008 OTC Beauty Magazine


M A R K E T PLACE

The new school year will be here before you know it. Plan ahead and be prepared to send the kids in your community back in style!

Tangle TamerDo your customers complain of their child’s bath time being a hassle and time spent brushing out hair in the mornings being exhausting? Perhaps they need a detangling product. Unilever offers a 2-in-1 Conditioning Detangler as a part of their Just for Me brand, and it is made just for times like these. It detangles while softening and conditioning delicate hair to give “tangle free” protection and care. Find out more about this extra conditioning power at www.jfmvipclub.com.

Love My Baby Naturals™Created to help lovingly and naturally care for the special needs of a baby’s delicate hair and skin, this line of products from Professional Products Unlimited is a must for all new parents. Specifically, Brush Me Gentle™ Creme Hairdress nourishes and conditions baby’s growing tresses with moisturizing mango butter for softness and sheen. It is free of parabens, alcohol, mineral oil, silicones and petrolatum! Visit www.lovemybabynaturals.com.

Soothe Young ScalpsEnriched with extra virgin olive oil to help prevent and relieve dry, itchy, tender scalp, Kids Organics’ Protein and Vitamin Fortified Healthy Hair and Scalp Remedy delivers essential nourishment to hair and scalp. Packed with deep penetrating conditioners and gentle enough for daily use, this moisturizing cream helps to stop breakage and dryness, which promotes healthy growth. Learn more about this organically different product (containing no petrolatum or mineral oil) at www.houseofcheatham.com.

Style

June 2014 OTC Beauty Magazine 17

Summer StapleSunglasses, sunscreen, shorts and flip flops—these are a few of the staple products everyone needs for summertime. Make sure your customers are well-prepared to hit the beach or relax by the pool in these summer flip flops from J2 Stars. Flaunting fun, playful additions and a sunny yellow color they’re too adorable to pass up!

Serious Therapy for Little Heads™Smell often times plays a great role in purchasing decisions, but the clean, delicate scent of Sofn’free n’pretty® GroHealthy Thick and Healthy Olive Oil Cream makes product choice a no-brainer. A daily dose of this nourishing cream does more than add brilliant shine; it helps thicken hair, promotes growth and reduces breakage. Find out more about this good made from pure, healing olive oil with added Omega 3 at www.sofnfree.com.

Breaking the RulesStrength of Nature is revolutionizing the hair industry with a ground-breaking new product just for children: Dream Kids Detangler Miracle™ – The Easy Comb Texture Manageability System™. This system takes the fuss out of caring for delicate curls. The formula softens natural hair for easy detangling and a tear-free blow-drying session. Additionally it gives the child the opportunity to flip back-and-forth from curly to straight and back to natural easily. Learn more about this non-permanent styling product at www.africanpridedreamkids.com.

Moisture and ManageabilityThe incredible Curly Deep Conditioner from CurlyKids infuses hair with fast absorbing vital moisture and nutrients. Your customers’ children’s hair will be noticeably softer and healthier with each use. Find out more about this and other products that do not contain petrolatum, mineral oil, sulfates or parabens at www.curlykidshaircare.com

Style


M A R K E T PLACE

One-Stop WashSulfur 8 Kid’s Milk & Honey Conditioning Shampoo from J. Strickland is the perfect shower necessity for children ages 2-12. Pulling double duty, this product leaves hair soft and shiny while it moisturizes and conditions locks. This is a sure-fire way to lessen prep time and allow children to get to the bus stop quicker. Visit www.jstrickland.net.

Stay HydratedThis product may not be made especially for children, but that doesn’t mean they can’t benefit from it. Alba Botanica’s Very Emollient Body Lotion (shown here in original) is an exquisitely light lotion packed with rich botanical emollients to soothe and soften skin while providing necessary hydration. It blends aloe vera, green tea and chamomile extracts plus antioxidants to nourish and replenish skin on contact. It absorbs easy too! Learn more at www.albabotanica.com.

Gorilla GooNow your customers can create any hairstyle they can imagine with Gorilla Snot Gel® Punk Indestructible by Nattura Labs. Due to its long lasting hold effect they will be able to show off their hairdo all day long. What could be more perfect for little ones running around on the playground? Visit www.mocodegorila.tv to learn more.


Awesome AccessoriesWhat better way to accessorize a young fashionista than with colorful, playful hair additions? Chloe Hair Accessories offers an array of ponytails in varying colors and sizes to fit any style. Explore the opportunities at www.chloeponytail.com.

Unwind with LavenderThe gentle Calming Lavender Body Wash from Jāsön cleanses and safely nourishes with Vitamin E and Pro-Vitamin B5. This blend of calming lavender and marigold extracts relaxes the senses as it softens and balances skin. It’s the perfect bath time addition when preparing for a busy Monday morning, or unwinding after a tiring sports practice. Learn more about this soothing wash at www.jason-natural.com

Horray for Hair GrowthMarc’s Lano-Lustre Original is specifically formulated for aiding hair growth of children. The lanolin in Marc’s products—a natural and effective conditioner—along with anti-bacterial and antioxidant agents helps to stop itchiness. This in turn promotes healthier, shinier and a fuller head of hair. Don’t worry adults, they’re not leaving you out; adults can also use it as a regular hair grooming regimen. Learn more at www.universalbeauty.com.


How should you sell it?

This month’s focus is...

children’s shampoos!We’ve all seen them—shampoos made especially for the delicate skin of babies and children�

There’s just something we want to know about them…

If you have input you’d like to share regarding this question, send an email to [email protected]. Your response could be featured in the July issue!

What makes children’s shampoos gentle and safe for sensitive skin and sweet little eyes? Is there really a difference in these products and regular shampoos?

“Yes, there is a difference…children’s shampoos use much milder surfactants. Also, the strength and percentage of detergents is much less in children’s shampoos versus regular shampoos.”

Marla Jones, General ManagerProfessional Products Unlimited Inc.

www.ppuinc.com


이 달의 판매 초점은 ...

아동용 샴푸이다!

우리는 특별히 아기와 어린이들의 민감한 피부를 위해 만든 샴푸들을 많이 보아 왔다. 그것에 대해

알고 싶은 뭔가가 있다.

이 문제에 관해 여러분의 의견을 공유하고 싶은 분들은,

[email protected]로 이메일 보내주세요. 여러분의

의견은 7월호에 게재됩니다!

“그렇다, 차이가 있다…… 어린이용 샴푸는 훨씬 순한 계면 활성제를 사용한다.

또한, 세제의 강도와 비율이 일반 샴푸와 비교할 경우 어린이용 샴푸가 훨씬 적다.”

Marla Jones, General ManagerProfessional Products Unlimited Inc.

www.ppuinc.com

어떻게 판매할 것인가?

어린이용 샴푸가 민감한 피부에도 안전하고 부드러우며

아이들의 눈도 따갑지 않게 만드는 것은 무엇인가?

이 제품들이 일반 제품과 정말 차이가 있는가?


Untangling

Detanglers

For ProFit

by Will Williams

Will Williams is a Master Barber/Master Cosmetologist, New Product Developer, and Director of Education for M&M Products Co.


Untangling

Detanglers

For ProFit

ncient Egyptians used to wear a sort of ponytail three thousand years ago and we also know that a popular style in those days was called the “Nubian.” In order to produce these and other hair styles, three things had to be present: tools, products and creativity. We know the tools were present because archeologists have discovered combs, wigs and hair ornaments in the burial tombs. In order for a comb to work there must be a certain amount of slip…

Before we go any further, let’s establish a vocabulary so we are all on the same page.

Slip Ease with which comb goes through hairDrag Resistance to comb going through hairSmooth Uninterrupted move along a strand end-to-endSnarls Inability to create movement with comb in hairTangles Hair strands caught in comb-aggressive combingKnots Series of snarlsMatted Combination of snarls, tangles and knotsFrizz Raised cuticle, undefined strands or parts thereofACV Apple Cider Vinegar

Okay good, now we are speaking the same language. Let’s continue.Without slip the comb would not be able to move through the hair separating strands, creating sections and making hair styles. Hair does not automatically have slip because it has a negative electrical charge associated with it, which causes it to be attracted to other strands at broken or compromised places along each hair strand. These attractions create tangles. Tangles can be created when there is frizz on the hair strand. Combs filled with hair indicate that tangles are present; some broken mid-strand, some at the ends. Tangles left untreated will always become snarls, requiring an even more aggressive level of tugging and pulling. It is important to mention that at this point if you are attempting to comb a child’s hair, there is a lot of crying, scooting away and general turmoil. It is at this point that quite a few moms—more than will admit it—simply give up. This is a bad idea because on the other side of snarls is a hair condition known as being matted. Unless one has the patience of Job, surgery (a.k.a. a haircut) to remove matted hair is the best course of action. Detanglers prevent all of the above from occurring by employing a simple technology that separates strands.

What makes this technology work?Detanglers can have many different ingredients, but the goal is the same no matter what combination of them is present. Detanglers work by altering the surface of hair. Remember I told you that hair has a negative charge and those frizzy

places cause attraction and make tangles? The ingredients in detanglers smooth the hair strand by coating it with oil, polymers or an acidifying agent. Oils and polymers fill in broken and compromised places on the strand making it smooth, producing slip. An acidifying agent like ACV will acidify the strand so that the cuticles lie flat, tighten the surface and impart a positive electrical charge. This prevents the static that excites the frizz and helps produce the tangles, making them worse. A lot of my work has been in the field of detanglers for children’s hair. Some ingredients that are okay for adults may not be so good for children’s formative hair. In fact, children’s hair can be likened to their baby teeth because like baby teeth, children will shed their pre-puberty hair and it will be replaced with terminal hair.

Help the consumer understand how to use detanglers.Remember this: every store sells basically the same products. What distinguishes one from another in the customer/consumers’ mind is how much help and useful information they receive regarding their purchase. For example, it is my job as Director of Education for Sofn’free that everyone knows how to use Sofn’free n’Pretty Olive Oil Detangler, Sofn’free Olive & Sunflower Oil and Leave In Detangler. For this reason I tell them to spray on Olive & Sunflower Oil Detangler and then brush the hair with a wide-tooth comb, beginning at the bottom of the first section of hair. While using one hand to comb, use the other hand to firmly hold the section of hair near the bottom. Slowly work the comb through until the bottom is free of tangles before moving up the hair, spraying each section. Then repeat the combing. Work your way up the hair section to the root, making sure you can comb freely down to the ends. Once a section is detangled, clip it out of the way or loosely twist or braid it to prevent it from tangling again. Repeat this for all sections of the hair. It’s important to have this kind of knowledge about products you sell in your store and to share with customers. Parents appreciate a beauty supply staff that understands the consumers’ experience of detangling ethnic hair even if they have never had the experience themselves. I’m sure that in the universal experience of hair care there are some parallels.

Always remember…• Consumers value when your beauty supply

understands their needs• A knowledgeable beauty supply store cultivates

return customers• Your opportunity to sell clips, wide tooth combs and

detangler is great

a

30 OTC Beauty Magazine April 2014

April 2014 OTC Beauty Magazine 31

by Daniela CiocanKnowledge to KnowK-t-K


환상의 콜라보

GlossyBox Joins CPNA for Boutique Program

COsmOprOf NOrTh AmeriCA (CpNA)는BOuTique ~

GlOssyBOx의 한정판 박스를 자랑스럽게 소개한다. 이 제

품은 올 7월 라스베가스에서 열릴 CpNA 2014에서 데뷔하며

2014년 8월부터 온라인을 통해 소비자들에게 판매될 것이다.

NeT-A-pOrTer, BerGdOrf GOOdmAN, lA prAiri , 그

외 많은 업체들과의 합작으로 잘 알려진 고급 미용 제품의 선

도적인 온라인 납품업체, GlOssyBOx와BOuTique의 첫 번

째 합작이다. BOuTique은 2013년 출시된 원스톱 뷰티 샵으

로 최근 뜨고 있는 화장품, 스킨 케어, 네일 및 헤어가 포함된

디럭스 사이즈의 샘플들에 중점을 뒀다. 컨셉은 크게 성공적

이었고, 올해 GlOssyBOx와 혁신적인 합작 투자로 돌아왔

다. GlOssyBOx는 국제적인 온라인 가입 서비스를 제공하고

있는데 미국, 영국, 프랑스, 스페인, 이탈리아, 스웨덴 그리고

도쿄를 포함한 16개국 이상에서 좋아하는 뷰티 사이트로 빠르

게 성장하고 있다.

Cosmoprof North America (CPNA) is proud to announce the Boutique ~ GlossyBox limited edition box, which will debut at CPNA 2014 this July in Las Vegas and will go on sale to beauty consumers online in August 2014. This is Boutique’s first-ever collaboration with the leading online purveyor of luxury beauty, GlossyBox, known for collaborations with Net-A-Porter, Bergdorf Goodman, La Prairie and many others. Boutique, the one-stop beauty shop launched in 2013, highlighted deluxe-sized samples including the latest in up-and-coming cosmetics, skin care, nails and hair. The concept was widely successful, and returns this year through a ground-breaking joint venture with GlossyBox, the international online subscription service that has fast become a favorite of beauty addicts worldwide (located in over 16 countries, such the U.S., U.K., France, Italy, Spain, Sweden and Tokyo).

GlossyBox와 CPNA가 함께 참여한 Boutique프로그램

Fab Collab


Below are answers to a few questions that shed light on this exciting beauty business adventure.

OTC: The subscription services phenomenon is fascinating and something that has had enormous success, with many new versions popping up every day. What do you think is the appeal of this kind of service?DC: Simply...it is the concept of discovery! What individual does not love receiving the hottest trend in beauty, hair, nails and skin care? We are so pressed for time that the idea of coming home to a surprise on your door step brings a smile to anyone’s face. No one seems to have the time to go to a store and try products—these subscription boxes allow you to discover in the privacy of your home. It’s quite brilliant!

OTC: Why partner with GlossyBox vs. creating your own concept?DC: This is Boutique’s first-ever collaboration with the leading online purveyor of luxury beauty, GlossyBox, known for collaborations with Net-A-Porter, Bergdorf Goodman, La Prairie and many others. GlossyBox has an international presence like CPNA and they have become a fast favorite of beauty addicts worldwide (located in over 16 countries, such as the U.S., U.K., France, Italy, Spain, Sweden and Tokyo). It is a perfect partnership, we can benefit by their massive subscription database, and CPNA has a plethora of brands and trends for GlossyBox to pick from at the show.

OTC: The CPNA Boutique / GlossyBox partnership is unique. What do you think is the benefit to the brands who will participate? What is the benefit to the person purchasing the limited edition box?DC: It really is a win-win for both the brands and the consumer. Exhibitors participating in this program will benefit from enhanced visibility on the show floor as well as consumer and social media visibility before and after the show. Consumers get to the opportunity to see new brands and trends before they hit the stores.

OTC: Boutique, the sampling bar that you introduced in 2013, generated a lot of buzz. Not only did attendees get deluxe premium samples, but the show also collected $11,000 in donations for the City of Hope for diabetes research and treatment. How did you come up with the idea? DC: I’m constantly watching beauty industry trends, such as the subscription box model, which has been done so successfully by innovators such as GlossyBox. I talked to the team at PBA about how we could bring it to life in the trade show environment. The

다음은 흥미진진한 이 뷰티 비즈니스의 모험을 밝힐 몇

가지 질문과 대답들이다.

OTC: 가입 서비스 현상은 아주 매력적이며 어떤 것은 매일 새

로운 버전들을 제시하면서 엄청난 성공을 거두고 있습니다.

이런 종류의 서비스가 갖는 매력은 무엇이라고 생각하십니까?

DC: 간단히 말해… 발견의 개념입니다! 어떤 사람들이 미용,

헤어, 네일, 스킨 케어에 관한 최신 트랜드 소식을 받지 않고

싶을까요? 우리는 모두 시간에 쫓기며 살기 때문에, 여러분의

현관 앞에 놓인 깜짝 아이디어들이 누군가의 얼굴에 미소를

가져다 줄 것입니다. 직접 매장에 가서 제품을 시험해 볼 시간

적 여유가 있는 사람이 얼마나 있겠습니까? – 이런 온라인 가

입 박스는 여러분들이 가정에서 개별적으로 시간을 갖게 해

주는 것이죠. 아주 똑똑하죠!

OTC: 독자적인 컨셉 창조 대신 GlOssyBOx와의 협력을 선

택한 이유는 무엇인가요?

DC: 이것은 고급 뷰티 제품의 선도적인 온라인 납품업

체인 GlOssyBOx와BOuTique의 첫 번째 합작입니다.

GlOssyBOx는NeT-A-pOrTer, BerGdOrf GOOdmAN,

lA prAirie 등 다수 업체와의 합작으로 잘 알려진 업체입니

다. GlOssyBOx는 CpNA처럼 국제적인 입지를 갖고 있으며,

미국, 영국, 프랑스, 스페인, 이탈리아, 스웨덴 그리고 도쿄를

포함한 16개국 이상에서 좋아하는 뷰티 사이트로 빠르게 성장

하고 있습니다. 이것은 완벽한 파트너쉽이며, 저희는 그들의

거대한 가입자 데이타베이스로 많은 혜택을 얻을 수가 있습니

다. 그리고 CpNA는GlOssyBOx를 위한 무수히 많은 브랜드

와 트랜드를 보유하고 있습니다.

OTC: CpNA BOuTique 와GlOssyBOx 의 파트너쉽은 아

주 독특합니다. 참여하게 될 브랜드들이 얻게 되는 혜택은 무

엇일까요? 한정판 박스를 구매하는 사람들에게는 어떤 이점이

있습니까?

DC: 이것은 브랜드와 소비자 모두를 위한 진정한 WiN-WiN

입니다. 이 프로그램에 참여하는 업체들은 쇼가 진행되는 현

장에서 가시성이 증진되는 혜택을 보게 될 뿐 아니라 쇼 이전

과 후의 소비자 및 소셜 미디어 가시성이이 높아지는 혜택또

한 얻게 될 것입니다. 소비자들은 새로운 브랜드와 트랜드들

이 매장에서 히트하기 전에 미리 볼 수 있는 기회를 얻게 될

것입니다.

OTC: BOuTique은 2013년에 샘플링 바로 소개하신 이후, 많

은 소리들을 생성했습니다. 참석자들이 디럭스 프리미엄 샘

플을 얻었을 뿐 아니라, 쇼는 당뇨병 연구와 치료를 위한 The

CiTy Of hOpe 단체의 후원금으로 11,000불을 모을 수 있었

습니다. 이런 아이디어는 어떻게 생각하게 되셨습니까?

DC: 저는 끊임없이 뷰티 산업 동향을 주시하고 있습니다. 이

를테면GlOssyBOx처럼 혁신가에 의해 성공적으로 수행된

서브스크립션 박스 모델과 같은 것들이죠. 저는 pBA에서 팀

들과 어떻게 하면 우리가 트래이드 쇼 환경에 활기를 불어넣

K-t-K


Daniela Ciocan is the Director of Marketing for Cosmoprof North America (CPNA) and is responsible for keeping this professional tradeshow fresh and new. Ciocan was instrumental in the implementation of new initiatives for CPNA, such as Discover Beauty/SPOTLIGHTS Program, the International Buyer Program, BEAUTIQUE Sampling Concept and the TV Shopping Channel Auditions. All have raised awareness and set the bar for shows across the country and around the world.

customized sampling bar was open to all attendees during the three days of the show. One of our high-end packaging exhibitors HCT Packaging created the custom box. We wanted to engage our attendees, and they were able to select seven samples out of 20 featured products. Exhibitors paid a fee to participate and provided samples. In return, they received a second spot on the floor to showcase their brand and got leads from buyers who received samples. At the wrapping station, we suggested a donation of $10. We didn’t want the donation to be a hindrance. We gave out 5,000 boxes and ran out of some samples. It really has been an exciting program and we look forward to having a partnership with GlossyBox this year. So, we will see what direction Boutique takes in 2015.

을 수 있을까에 대해 얘기를 나눴습니다. 맞춤형 샘플링 바는 쇼

기간 3일 내내 모든 참석자들에게 개방되었습니다. 참여업체 중

고급 포장업체인 hCT 포장은 맞춤 박스를 제작했습니다. 저희

는 참석자들이 직접 참여하기를 원했으며, 그들은 20 가지의 주

요 제품 중 7개의 샘플을 선택할 수가 있었습니다. 참가 업체들

은 무료로 참여를 하는대신 샘플을 제공했습니다. 대신에, 그 업

체들은 자신의 브랜드를 소개할 수 있는 공간을 부여 받아 샘플

을 받은 바이어들의 관심을 끌 수가 있었습니다. 포장을 해주는

부스에서는, 기부금 10불을 제안했습니다. 기부가 방해가 되기

를 원하지는 않았습니다. 5000 박스를 나눠 주었고 어떤 샘플은

모자랐습니다. 정말이지 아주 흥미로운 프로그램이었으며, 올해

역시 GlOssyBOx와의 협력을 기대하고 있습니다. 그렇게 되면,

2015년에 BOuTique이 나갈 방향을 볼 수가 있겠죠.

The Lowdown on Dandruff Most complaints concerning dandruff are not dandruff at all. What it really is, is dried out residue of products used for hair care and maintenance, such as hair sprays, setting lotions, curl activators and moisturizers, as well as pollutants such as dust pollen, industrial and other smoke segments settling on the scalp and causing irritation. Most products used for hair care start out as powder or flakes then moisture and emollients of all kinds are added to make the completed product. When these products are applied to the hair and scalp, the moisture content evaporates into the air, and most of the emollients are absorbed by the hair and scalp. What are left are the original powders and flakes used in the manufacturing process. These powders, flakes and pollutants all settle on the scalp and in the hair. When these particles are combed or brushed from the hair, they resemble dandruff. In my opinion, over 80 percent of what is thought to be dandruff is not dandruff. Many manufacturers of products designed to control dandruff are aware of this fact, but will not reveal it for fear of disrupting the sales of the products. The reason there appears to be

The Truth about Dandruff and Head Lice

as it Relates to the Afro Condition

비듬에 대한 내막

비듬에 관한 대부분의 문제는 실제로 비듬에는 책임이 없다. 사실상 그

것은 헤어 스프레이나 세팅 로션, 컬 활성제나 보습제에 사용되는 제품

잔여물들의 건조, 뿐만 아니라 먼지와 꽃가루, 산업 및 다른 연기 등과

같은 오염 물질이 두피에 정착하면서 자극을 유발하게 되는 것이다. 헤

어 관리에 사용되는 대부분의 제품들은 완성된 제품을 만들기 위해 수

분과 피부 연화제에 분말이나 미세한 조각 입자들을 추가하게 된다. 이

러한 제품들을 모발과 두피에 사용할 때, 수분은 공기 중으로 증발하고

연화제의 대부분이 모발과 두피로 흡수된다. 남아있는 것은 제조 과정

에서 사용된 오리지널 분말과 미세한 조각 입자들이다. 이러한 분말과

미세 조각들, 그리고 각종 오염 물질들이 두피나 모발에 정착하게 된

다. 이런 입자들이 모발과 함께 빗질될 때, 마치 비듬과 유사하게 보이

는 것이다.

내 견해로는, 비듬으로 여겨지는 것의 80% 이상은 비듬이 아

니다. 비듬 관리를 위해 설계된 제품의 많은 제조사들은 이 사실을 알

고 있지만, 제품 판매에 방해가 될 수 있다는 염려로 이런 사실을 드러

내지는 않을 것이다. 대부분의 경우, 비듬 치료는 전혀 비듬에 관한 것

이 아니기 때문에, 비듬에 관한 실제적인 치료는 없는 것으로 보인다.

by Dr. Edward Tony Lloneau

Knowledge to KnowK-t-K

흑인 모발과 관련된 비듬과 머릿니에 관한 진실


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.


K-t-Kno cure for dandruff is because, in most cases, the treatment for dandruff is not for dandruff at all. Flaking and scaling of scalp tissues due to minor fungus causes dandruff and other natural causes. Dandruff fighting products will aid in controlling dandruff, but will not have any affect on other causes mistaken as dandruff. The only cure for flaking and scalp irritation is to shampoo more often. Dandruff shampoos appear to help somewhat, but not because of the dandruff relief they contain (that you pay extra for), but for the shampoo ingredient that cleans and foams the particles away. Real dandruff is not an inherited condition nor is it contagious because dandruff is an external condition caused mostly by improper care of the hair and scalp. A bald person very seldom (if ever) suffers from a dandruff condition or a condition that is mistaken for dandruff because they do not use products that mimics dandruff when dried out as described in the last paragraph. Dandruff is caused by the natural flaking off of the top layer of skin (epidermis). This same condition happens all over the body every day, and falls away or is washed away when we bathe or shower. But on the scalp it is trapped by the hair and cannot fall away naturally. There are some hair and scalp disorders that are transferred from one person to another such as head lice, caused by using a comb or brush that was used by an affected person, but this is not a contagion. A contagious condition is caused by infections getting into the blood stream or respiratory system from open cuts or inhaling.

Why Head Lice is Rare on Afro Centric ScalpsHead lice feed on natural secreted scalp oils (sebum). Most Caucasian scalps produce more scalp oils then the hair can absorb, and the rest is a buildup of oils that have to be shampooed out quite often. Afro scalps produce almost twice as much scalp oils than most other cultures; however Afro hair has up to three times more internal bonding to absorb the oils. Although Afro scalps produce more sebum the hair absorbs all of it, and usually more oil-based products must be used to achieve the desired results. This is why hair care products designed for Afro hair have more oil content than products for the general market. Afro hair does not need to be shampooed as often. Head lice are attracted to natural scalp oils and feed on it, often biting into the scalp, causing irritations to the scalp. Head lice reject Afro hair because the hair absorbs most of the scalp oils, and the added oils are not to their taste. Also the relaxers used on Afro hair are like poison to the lice. In fact, lice will not attach to any hair that has been perm treated, colored or bleached for the same reason. Hot pressing combs and curling also kill head lice.

작은 곰팡이로 인해 두피 조직이 벗겨지는

것이 비듬이나 다른 자연적인 원인들을 유

발한다. 비듬 퇴치 제품들은 비듬을 콘트롤

하는데는 도움이 되지만, 비듬이라고 오인되

는 다른 어떤 원인들에도 영향을 미치지는 않

을 것이다. 두피의 벗겨짐이나 자극에 대한 유

일한 치료는 종종 샴푸에서 찾을 수 있다. 비듬 방

지 샴푸가 어느 정도 도움이 되는 것으로 보이는데,

그것은 샴푸 안에 포함된 비듬 완화 성분(여러분이 추가 지

불하는) 때문이 아니라, 깨끗이 세척하고 입자들이 거품과 함께 떨어

져 나가기 때문이다.

실제로 비듬은 유전도 아니고 전염되는 것도 아니다. 왜냐하

면 비듬은 대부분 부적절한 모발과 두피 관리로 인한 외부 조건에 의

해 발생되기 때문이다. 대머리들은 아주 드물게 비듬이나 비듬으로 오

인되는 증상으로 고생하는데 그 이유는 윗 단락에서 언급했듯이 두피

에 사용하는 제품들이 건조될 때 비듬과 유사한 형태를 가진 제품들을

사용하지 않기 때문이다. 비듬은 피부 상단층(표피)의 자연 박리에 의

해 발생한다. 이와 같은 조건은 몸 전체에서 매일 일어나며, 목욕이나

샤워를 하면서 떨어져 나가거나 씻겨져 나간다. 그러나 두피에서는 모

발에 의해 잡혀 있거나 자연적으로 떨어질 수가 없게 되는 것이다.

머릿니처럼 다른 사람에게 옮겨질 수 있는 모발이나 두피 질

환들도 있는데, 이런 증상을 가진 사람들이 사용하던 빗이나 브러시

를 사용함으로 유발되지만, 전염은 아니다. 전염성있는 증상은 피부

상처나 호흡으로 인해 혈관이나 호흡기를 통한 감염으로 발생한다.

머릿니가 흑인 두피에 드문 이유

머릿니들은 자연 분비되는 두피 오일(피지)을 먹고 산다. 대부분의 백

인 두피는 모발이 흡수할 수 있는 것보다 더 많은 양의 두피 오일을

생산하고, 나머지는 오일층을 형성하기 때문에 아주 자주 샴푸로 씻

어내야 하는 것이다. 흑인의 두피는 대부분의 다른 인종들보다 거의

두 배 이상의 두피 오일을 생산한다. 그러나 흑인의 모발은 오일을 흡

수하는 내부 결합이 최대 3배 이상이다. 비록 흑인의 두피가 더 많은

피지를 생성하지만 모발이 이것을 모두 흡수하며, 통상적으로 오일이

더 많이 함유된 제품을 사용해야만 원하는 결과를 얻을 수 있다. 이것

은 흑인 모발을 위해 고안된 헤어 케어 제품들이 일반적인 시장보다

더 많은 오일 성분을 함유하고 있는 이유이다. 흑인의 모발은 자주 샴

푸할 필요가 없다.

머릿니는 천연 두피 오일을 좋아하고 그것을 먹으며, 종종 두피를 물

어서 두피 자극을 야기시킨다. 머릿니는 모발이 대부분의 두피 오일

을 흡수하는 흑인 모발을 거부하며, 첨가되는 인공 오일은 그들의 취

향이 아니다. 또한 흑인 모발에 사용된 릴렉서는 머릿니들에게는 독

약과 같다. 사실상, 이와 같은 이유로 퍼머나 염색 혹은 탈색을 한 어

떤 모발에도 머릿니는 생기지 않는다. 열 처리 프레싱 콤이나 컬링 역

시 머릿니들을 죽인다.


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

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

Lafayette Jones

For successful business leaders, the secret to success lies in better communications – verbally, via other traditional and non-traditional media, in product branding and marketing, and focus group research. Many business leaders have trouble identifying the most effective paths to better communications. Here’s one solution: read two books published by Paramount Publishing, “The 4Cs of Truth in Communications “and “Refocusing Focus Groups.” In “The 4Cs of Truth,” Albanese presents her 4Cs model, a tool to create effective communication pieces. Origi-nally designed for marketers, the 4Cs model provides a way for companies to deconstruct their communication efforts such as product designs and ad campaigns every step of the way,

offering organized observations and prescriptive counsel before vast amounts of money end up wasted. Research is invaluable in any venture, especially so in business. “Refocusing Focus Groups” is a guide to maximizing the potential of focus groups, and how to get real, usable, reli-able information out of them. Drawing upon decades of pre-existing research and the opinions of many experts, “Refocus-ing Focus Groups” should be required reading for any business seeking to use one.

If you decide to purchase any of the titles listed, you can do so with FREE SHIPPING by visiting www.ParamountBooks.com and use coupon offer code SMSi-UC.

Urban Call Briefsby Lafayette Jones

EffEctivE MarkEting coMMunications and focus groups

Urban Call Briefs


“The 4Cs of Truth in Communications”

Author: Isabelle Albanese

Theme: How to Identify, Discuss, Evaluate and Present Stand-Out, Effective Communications

Book Content: Isabelle Albanese, Principal and Founder of Consumer Truth Ltd., is a nationally known mar-keting and communications expert, a leading marketing consultant for Fortune 500 companies, and the author of “The 4Cs of Truth in Communications: How to Identify, Discuss, Evaluate, and Present Stand-out, Effective Communication” (Paramount Market Publishing). Her website is: consumertruth.com. After earning her BS in

business from DePaul University and attending business school at DePaul and the University of Chicago, Albanese earned her real-world chops at the venerat-ed Ted Bates Advertising Agency in New York, where she started out as account manager on the M&M Mars confection brands. Later, she served as senior vice president at J. Walter Thompson Advertising, where she spent 11 years in both the New York and Chicago offices playing a key role in the strategic communica-tions efforts of leading consumer packaged goods brands such as Nestle, Hair Care (Unilever), Miracle Whip (Kraft Foods), and Trident Gum (Warner-Lambert/Pfizer). She has presented the 4Cs model to rave reviews at international conferences among both client and colleague audiences. Through conduct-ing upwards of 1,000 group discovery sessions, one-on-one interviews, and in-home/on-site ethnographies, Albanese has developed an expertise for hearing and innately understanding consumer truths. Albanese is certified by the Marketing Research Association at the “Expert” level as a Professional Research Consultant (PRC), and is an active member of the Qualitative Research Consultants Association (QRCA) and the American Marketing Association. She lives in suburban Chicago with her hus-band, Ken Quaas, and their three children. Since 1999 Isabelle Albanese, a marketing veteran of more than 25 years, has led the highly regarded consumer insight-driven consulting firm, Con-sumer Truth, Ltd.®. In this capacity, she and Quaas have actively used the “4Cs of Truth in Communications™” model literally hundreds of times to objectively validate and optimize consumer response to the communications efforts of highly recognized and respected consumer brands. One of her favorite truth adages was written by Pearl S. Buck: “The truth is always exciting. Speak it then. Life is boring without it.”

Book DescriptionFrom the Fortune 500 world of advertising comes this perky little book, and surprisingly, its advice is very applicable to small entrepreneurs with limited budgets, and translates well to many other media besides TV ads. Even though we all communicate every waking hour of every day, truly effective communication isn’t always easy to identify, much less execute.

Consumers are deluged by messages with different purposes to inform, to persuade, and to entertain. This plethora comes to us courtesy of a variety of re-sources that are increasingly fragmented by advances in technology. With more communication to sift through, it has never been more important to make this communication clear. Don’t let the size of this little book fool you. “The 4Cs of Truth in Communications” presents a remarkably straightforward and easy-to-apply framework for creating, presenting, and evaluating effective communica-tion. The simple yet powerful framework will help you recognize, organize, and evaluate stand-out effective communication. Whether it’s a television program, a package graphic, a brand logo, a political speech, or even an email message, this model gives you an essential communications pocket guide. After you learn how to navigate the 4Cs, you can be confident that your marketing efforts will cut through to true communication clarity. The ability to communicate clearly and to identify effective commu-nication has never been more important than in our hectic, fragmented world. Fortunately there is a simple approach to creating stand-out communication. Using the tools of comprehension, credibility, connection, and contagiousness – the 4Cs – author Isabelle Albanese presents a method to make messages hit their intended target, every time. The 4Cs quickly provide a “pocket tool” to evaluate the effectiveness of every kind of communication. Albanese’s thesis is that the most effective com-munications embody four characteristics, all of which begin with the letter c:

1. Comprehension: How well the message gets across. Your message or ad needs to be quickly comprehended by your intended target. If you have to explain what your ad or marketing message means, it probably will be less effective.

2. Credibility: Your brand’s message must make sense to the consumers, relative to the way they perceive it. Consumers are smart and if you serve up a context for thinking about your brand that is completely implausible, you will lose them immediately.

3. Connection: Consumers need to feel your message; they need to make a personal connection with what you are saying. They need to viscerally respond, “That’s me!” Whether the reader/listener/viewer/web visitor feels the material is relevant or emotionally arresting is important.

4. Contagiousness: Consumers need to feel energized and motivated to do something based on your message – whether it is to pass it on to their friends and colleagues, to think about your brand in a different way, to find out more information, whatever – they need to act. Will the message spread with the help of its own prospects and the media?

Content: Kelly Gronlund, senior insights manager at Unilever describes it, “The 4Cs approach takes the mystery out of understanding what makes communication effective. Using her methods helped the team develop communication that was stronger and more effective than when we started.” Tim Calkins, professor of marketing at Northwestern University’s Kellogg School of management says, “The 4Cs framework is startling in its simplicity. That, of course, is the power; it is easy to remember and easy to use. The 4Cs framework can lead to better creative executions, and better creative executions will lead to stronger business results.” (132 pages, hardcover, ISBN 978-0-9786602-2-2; 2007)


“Refocusing Focus Groups”Author: Robert J. Morais

Theme: A Practical Guide

Author Biography: Robert J. Morais is a Princi-pal at Weinman Schnee Morais (www.wsm-inc.com), a marketing research firm located in New York City. Bob has worked for almost 30 years in the advertising and marketing research industries. He holds a PhD in anthropology and a certificate from NYU’s Stern School of Business. He was a Fulbright Scholar, National Science Foundation Grantee, and Mellon Fellow. He is a Fellow of The Society for Applied Anthropology and on the Advisory Boards of the International Journal of Business Anthropology and Fordham University’s Center

for Positive Marketing. Bob is a frequent guest speaker at conferences, has taught at Columbia University, and is an expert on Baby Boomers. Bob’s many scholarly and trade publications encompass anthropology, advertising, and marketing research, he has been interviewed by The New York Times, Brandweek, CBS Radio, and other media, and he is a frequent guest speaker at industry conferences and business schools. He is currently co-authoring a book on the use of language in branding.

Book Description: Focus groups are the most used and abused qualitative marketing re-search method. “Refocusing Focus Groups” by Robert J. Morais lays out, in simple terms, the best practices for planning, designing, conducting and interpreting focus groups. The book draws upon perspectives and techniques from psychology and anthropology, along with decades of the author’s and other experts’ experience. This succinct, highly readable primer will appeal to busy marketing, marketing research, and advertising professionals who prefer not to wade through typical marketing research tomes, as well as to lay read-ers interested in consumer research. It will be valuable to marketing professors and their students as a fast read on qualitative research techniques, a supplement to heavier course texts. “Refocusing Focus Groups” will help focus group practitioners improve the quality of this indispensable research methodology. “Refocusing Focus Groups” will appeal to busy marketing, marketing research, and advertising professionals, students, and to anyone interested in consumer research. The moderator begins each focus group with a warm up. She introduces herself and explains that she does not work directly for the company that manufactures the brand. She makes it clear that she does not care if the respondents like or dislike what they will be shown; she wants their honest answers. She explains that observers are watching behind the mirror and that the sessions are being recorded. Then she asks each of the respondents, which in this case are all women in their 30s through their 50s from Atlanta, to briefly introduce themselves by name and share something about their lives, which in-variably includes their marital status, number of children, and their occupation if they work outside the home. All of this information is on sheets of paper available to the observers in the viewing room. The introductions are intended to relax the respondents before they begin the real work of the session: to reply to the questions in the “moderator’s guide” that has been crafted by the research company with input from the marketing and advertising teams. Today’s task is to learn which advertising language and graphics sell the brand most effectively and to winnow the number of storyboards for planned quantitative testing. Many of the observers – the assistant brand manager, the insight manager, the account planner, the copywriter, research and development and the art director, foremost among them – take notes on the session, recording respondents’ comments and keeping records of their stated purchase intent. On a scale of one to five, with one representing “Definitely Would Buy” and five representing “Definitely Would Not Buy,” respondents declare their position after viewing each of four storyboards. The observers also record how well consumers comprehend the main idea of the advertising, whether the message is meaningful to them, what they like and dislike about the advertising language and graph-ics, and their rank ordering of the storyboards at the end of the session.

Respondents often ask such questions as:1. What makes a memorable radio commercial, product design or marketing campaign?2. Why do people prefer certain colors or fragrances and glaze over at the very mention of others?3. How can I get viewers to listen better and see more?4. Where do the key elements of success lie?

Timothy de Waal Malefyt, Vice President, Director of Cultural Discoveries, BBDO World-wide said the book, “…clearly and concisely lays out what should and shouldn’t be done… demystifies the focus group and sets it in perspective. Highly readable and very informative. A must read for those who conduct focus groups, but more important for those who commission them and use the results.” Samuel Craig, Director, Entertainment Media and Technology Program, and Deputy Chair, Marketing Department, Stern School of Business, New York University declared the read, “… an invaluable resource for marketers. For too long, focus groups have proceeded along with no one bothering to break them down the way this expert has. (Morais’) insights into what makes a focus group tick, or ‘should’ make it tick, are dead-on. This book will provide clients and agencies alike with fresh eyes to view not only their consumers, but also what their products and services are truly offering.” “Refocusing Focus Groups” gives a series of tips for fine tuning focus groups. As someone who has experience in other forms of qualitative research, but is new to focus groups, it is an invaluable resource. While framed in terms of focus groups, I find most of the suggestions (e.g. Not taking yes or no for an answer, approaching with a naive attitude, etc.) apply to qualitative research in general, making this book useful beyond its immediate topic.

Content: Table of ContentsPrefaceIntroduction

Bonus Editorial Feature:Paramount Publishing Focus Group researcher’s library includes a “Moderator skill-builder set:”1. “Refocusing Focus Groups: A Practical Guide”2. “The Mirrored Window: Focus Groups from a Moderator’s Point of View”3. “Qualitative Tips, Tricks, and Trends: What Every Researcher Should Know”4. “Moderating to the Max: A Full-tilt Guide to Creative, Insightful, Focus Groups, and Depth Interviews”5. “Dominators, Cynics, and Wallflowers: Practical Strategies for Moderating Meaningful Focus Groups.”

Part 1: Before the Focus Group, Focus the Research1 | Why are we doing focus groups anyway?2 | How many respondents should we focus on?3 | Know who you’re inviting4 | Add segments, multiply groups5 | Cities on the bill6 | Watch people do what they do7 | Have consumers interact with people in their lives8 | Where you focus makes a difference9 | Choose the right moderator10 | The Holy Trinity: Strategy, tactics, execution11 | Be creative12 | Spanning the globe13 | Online focus groups

Part 2: Guide the Guide14 | Questions of a thousand dreams15 | Make the warm-up warmer16 | The value of being naïve17 | To get respondents to talk, get them to draw18 | Don’t take “no” for an answer19 | Don’t take “yes” for an answer20 | Think like a dentist: Probe deeply, but gently21 | Think like a detective: Get the truth22 | When leading is a bad thing23 | When “grayish-yellow-green” equals green24 | Climb the emotional ladder25 | Take a walk on Sesame Street26 | Talk to people in love (and out of love) with a brand27 | Deprive respondents28 | Travel back in time to see the future29 | Travel to different dimensions30 | Plant seeds31 | Pull triggers32 | How many concepts can we show?

Part 3: Listening and Observing33 | The Rashomon perspective34 | When their lips say “yes” and their eyes say “no”35 | Just watch

36 | Just listen37 | The difference between clean and fresh38 | The dog didn’t bark39 | When will this product be on the market?40 | Listen and observe consistently

Part 4: Back Room Conduct41 | Why are so many focus group respondents fat?42 | Talk while you listen43 | Messy houses are interesting houses44 | The folly of tallies45 | Well-fed observers are happy observers46 | Herding cats

Part 5: Interpretation47 | The Henny Youngman question48 | When consumers lie to themselves49 | Stop making sense50 | Rationalization is the most common cause of heart attacks51 | The art of interpretation52 | Marketing is cultural53 | Why findings from focus groups may not match those of survey respondents54 | Why does the second focus group contradict the first one?55 | The customer is not always right56 | Smart marketers know bad research results are as valuable as good ones

Part 6: Conclusions and Resolutions57 | Net impressions and considered reactions58 | Never use focus groups as the basis for decision-making59 | Agree on what comes next. Sometimes it’s more focus groups60 | The final report: Let it be

AcknowledgementsReferences and Suggested ReadingAbout the Author

by Stuart Green

Business Tips



POS 의 기본어떤 소매 상품이나 혹은 서비스를 취급하는 사업을

시작할 때, 모든 거래와 재고 상태를 손으로 직접 추적하는

것은 어려운 일이라는 것을 깨닫기 시작할 것이다. 거래

및 재고 상태는 어떤 비즈니스에서든 중요한 부분인데,

그것은 앞으로의 마케팅이나 판매 전략들이 여기에서부터

뻗어나오기 때문이다. 어떤 아이템이나 서비스가 빨리

판매되는지 혹은 늦게 판매되는지를 알지 못하면, 매장에

항상 보유하고 있어야하는 아이템들이나 광고가 필요한

아이템들에 대한 계획을 세울 수가 없게된다. 이것들을

파악하지 못할 경우, 당신의 비즈니스는 판매 부진으로

실패할 수도 있다. 만일 고객들이 제품을 찾을 때마다 항상

매장에 비치되어 있지 않다는 것을 그들이 알게되는 경우도

마찬가지다. 기본적으로, 판매와 재고를 추적함으로써,

당신은 고객들의 요구와 그 요구가 당신의 사업 성공에 아주

중요한 것임을 파악하게 될 것이다. 고객들이 원하는 것을

제공할 수 있어야 한다.

그렇다면, 판매 시점 정보 관리 시스템은 무엇인가?

기본적인 관점에서는, 판매 시점 정보 관리는 당신이 각각의

거래를 추적할 수 있고 불티나게 팔리는 제품과 그렇지

못한 제품들을 알아볼 수 있게 한다. 일단 당신이 잘 팔리는

제품과 그렇지 않은 제품을 구별하게 되면, 당신이 자금을

낭비하지 않고 적절한 제품을 구매할 수가 있게 된다. 간단히

말해, 판매 시점 정보 관리가 당신에게 도움을 주는 첫 번째

As soon as you start a business that deals with any retail merchandise or even services, you will begin to realize that it is hard to track all of your transactions and inventory status by hand. These two things are important for any business because it is from here that your future marketing and sales strategies will stem from. Without knowing which items or services are selling fast and selling slow, you would not be able to make a plan on which items you need to always have in your store and which items need to be advertised. Without knowing these things, your business might end up failing due to the lack of sales or if people see that you always run out of stocks that they demand. Basically, by tracking your sales and inventory, you will have a grasp of what your consumer demands and their demands are very vital to the success of your business. You must give them what they want. So, what does a point of sales system do? On a basic view, the point of sales allows you to track each transaction and lets you know which items are selling like hotcakes and which ones aren’t. Once you know which items sell a lot and which don’t, then you will be able to put your money into purchasing items that sell

The Basics of

Point of Sales


and then not waste money on items that don’t. So, simply put the first thing that your point of sales allows you to do is put your money where it counts. In addition, when you have access of sales transaction records over a period of time, you will also be able to see which seasons, months, weeks, days and even hours of the day that your store has the most number of transactions and the least number of transactions. Through this, you will be able to get an idea of when your business is most profitable as you can see when consumers are coming in the most and when it is least profitable as you can also see when consumers do not need your items or services. Through knowing this pattern, you can better plan and strategize when to have more stock or personnel and when to lessen your stock intake or personnel. Simply put, you will be able to see the peak season and off peak season for your business, and you can go to into more detail as you can also see the peak and off peak hours of your store or business. So all in all, the basic purpose of a point of sales system is to track your sales and inventory in order to help you strategize your marketing and sales, which could then help you to succeed or expand.

일은 당신의 자금을 계산할 수 있는 곳에 넣어주는 것이다.

게다가, 당신이 일정 기간 동안의 판매 거래 기록에

접근할 경우, 당신은 계절, 월, 주, 요일, 심지어 시간대별로

매장의 최고 거래 수치와 최저 거래 수치를 파악할 수가

있다. 이것을 통해, 당신은 고객들이 가장 많이 찾는 때와

그렇지 않는 때를 파악함으로써 최고의 수익성을 올릴

수 있는 시기와 최저 수익 시기에 대한 아이디어를 얻을

수가 있다. 이러한 패턴을 알게 되면, 당신은 언제 주식을

더 매입하고 인력을 충원해야하는지 혹은 그 반대인지에

관해 더 나은 계획이나 전략을 가질 수가 있다. 간단히

말해, 당신은 비즈니스의 성수기와 비수기를 파악하게 되며

매장 영업 시간 동안의 바쁜 시간과 한가한 시간까지도 더

세부적으로 구별할 수가 있게 된다.

전제적으로, 판매 시점 정보 관리 시스템의 기본

목적은 당신이 마케팅과 판매 전략을 세우는데 도움이 될 수

있도록 매출과 재고를 추적하는 것이고, 이것은 비즈니스의

성공이나 확장에 도움이 될 수가 있다.

Article courtesy of articlesbase.com. You can find the article at: http://www.articlesbase.com/computers-articles/the-basics-of-point-of-sales-5116978.html

ASK YOUR DISTRIBUTOR ABOUT SPECIAL SAVINGS.동날 사용 가능할 만큼 순한 암모니아-무 함유 염색

Fold Here

Cut Here

Fold Here

Cut Here

SHIMMER LIGHTS®

SPECIAL SAVINGSDUO PACKREFRESH BLONDE, SILVER OR HIGHLIGHTED HAIR.• Tones down brassiness and removes dull yellow• Protein-enriched conditioning formula• Brightens dull gray hair• Contains 2 - 16 oz. Blonde & Silver Conditioning Shampoos

Use the bottom portion of this ad as a shelf talker to promote the offer in store to consumers.

광고 지면 밑 부분을 프로모션 안내 지로 사용하시면 됩니다.

OUT WITH BRASSYGOODBYE DULL YELLOW WITH SHIMMER LIGHTS®

REFRESH BLONDE, SILVER OR HIGHLIGHTED HAIR.• Tones down brassiness and removes dull yellow

• Protein-enriched conditioning formula

• Brightens dull gray hair

• Contains 2 - 16 oz. Blonde & Silver Conditioning Shampoos

SPECIAL SAVINGS DUO PACK

©2014 Clairol, A Division of


by Dr. Romie Mushtaq

Business Tips

Tips for Practicing Mindfulness in a

멀티 작업 환경에서 마음을 다스리는3가지 방법 신경학자들이 과학적으로 그 효능을 밝힌다

Neurologist Shares the Science Behind Its

Effectiveness

Multitas kingW orkplace

3


구글, 이베이, 인텔, 제너럴 밀스에서는 이것에

대한 강의를 제공하고 있다. 하버드 경영 대학원, 로스 비즈니스 스쿨,

클레어몬트 대학원 그리고 다른 캠퍼스들 사이에서도 마찬가지이다.

마음을 다스리는 것은 단지 기업의 트랜드만이 아니라, 성공을 위한

입증된 방법이다.

마음 다스림- 지금 이곳에 집중하고 완전히 존재하는 것 – 은

개인을 위해서도 비즈니스의 수익성을 위해서도 좋은 것이다.

멀티 작업이 표준이며, 미래의 이익에 대한 우려가 직장

스트레스를 추가할 수 있는 작업 환경에서 사람들은 어떻게 마음을

다스리는 연습을 할 수 있을까?

회사가 이것을 직장 내 문화의 일부로 만들지 않는다

하더라도, 직원들과 관리자들은 스트레스를 줄이고 생산성을 향상하기

위해서 자신들의 다중 작업 습관을 마음 다스림으로 대체할 수가

있다. 당신과 당신의 동료들이 감지하게 될 결과는 당신이 좀 더

명석하고 효율적이며 창조적이라는 것이다. 산만함을 멀리하고 순간에

충실함으로써 얻게 되는 생리적 이점은 많은 과학 및 의학 연구로

문서화되어 왔다.

Google, eBay, Intel and General Mills offer classes on it. So do Harvard Business School, Ross School of Business and Claremont Graduate University, among other campuses. Mindfulness is not just a corporate trend, but a proven method for success. Mindfulness—being focused and fully present in the here and now—is good for individuals and good for a business’s bottom line. How can people practice it in a workplace where multitasking is the norm, and concerns for future profits can add to workplace stress? Even if a company doesn’t make it part of the culture, employees and managers can substitute their multitasking habits with mindfulness in order to reduce stress and increase productivity. The result that you and your colleagues will notice is that you’re sharper, more efficient and more creative. The physiological benefits of clearing away distractions and living in the moment have been documented in many scientific and medical studies. Practicing mindfulness, whether it’s simply taking deep breaths, or actually meditating or doing yoga, has been shown to alter the structure and function of the brain. This is what allows us to learn,

Tips for Practicing Mindfulness in a

멀티 작업 환경에서 마음을 다스리는3가지 방법 신경학자들이 과학적으로 그 효능을 밝힌다

Multitas kingW orkplace

Dr. Romie Mushtaq is a mind-body medicine physician and neurologist. She did her medical education and training at the Medical University of South Carolina, University of Pittsburgh Medical Center and University of Michigan, where she won numerous teaching and research awards. She brings to healing both her expertise of traditional Western medical training and Eastern modalities of mindfulness. She is currently a corporate health consultant and professional health and wellness life coach at the Center for Natural and Integrative Medicine in Orlando, Fla. She is also an international professional speaker, addressing corporate audiences, health and wellness conferences and non-profit organizations. Her website is www.BrainBodyBeauty.com.


마음을 다스리는 연습, 단순히 심호흡을 하거나, 실제로

명상이나 요가를 하는 것만으로도 뇌의 구조와 기능이 변화됨을

보여준다. 이것은 우리가 새로운 능력을 배우고 습득하며 기억력을

향상시킬 수 있게 한다. 뇌 영상 기술의 발전은 마음 다스림이 기반이

되는 이러한 기술들이 신경 가소성에 어떻게 영향을 미치는지

알려주고 있다.

마음 다스림은 다시 말해, 뇌의 기억과 분석 능력을 누르는

것이며, 이것은 창조적 사고에 기여하는 오른쪽 측두엽의 일부로

혈액이 흐르는 것을 감소시킨다. 오늘날의 시장에서, 창의력은 혁신과

지속 가능성, 리더십의 핵심이다.

다음은 멀티 작업 환경에서 마음 다스리는 연습을 위한 몇 가지의 도움말이다.

•할당된 시간 동안, 한 가지 업무에 집중하라. 당신은 이렇게

말할지도 모른다, “15분 동안, 나는 ‘x’ 작업에 관한 책임을

처리할거야, 그리고 나서 1시간 동안 ‘y’를 처리해야지.” 만일

지속적인 방해 요소들로 당신의 주의가 요구되는 업무일 경우,

심호흡을 여러 번 해라. 그리고 우선 순위를 정해라. 누군가 당신에게

지금하는 일을 멈추고 문제 해결을 도와달라고 요청하면, 이렇게

말하면 된다, “10분 안에 하고 있는 것을 끝내고, 그 다음에 성심껏

도와줄게.”

•업무에 갖히게 되었을 때는, 당신의 감각을 자극할 수 있도록 물리적

환경을 변화시켜라. 때때로 우리는 단지 전략 계획서를 작성하기

위한 첫 번째 단어가 떠오르지 않아서, 혹은 해결 방법이 떠오르지

않아 문제만 멍하니 바라보고 있기 때문에, 이 업무에서 저 업무로

여기저기 튕겨다니게 된다. 이럴 때는 일어나 밖으로 나가서 산책을

하고 꽃과 새들을 봐라 – 당신이 보고 있는 것을 바꾸거나, 기분이

좋아질 수 있는 편안한 음악을 틀어라.

당신의 감각에게 쾌적하고 다양한 자극을 제공함으로써

당신의 두뇌는 휴식을 통해 새로워지고, 스트레스 호르몬의 영향은

감소하게 된다. 그리고 이것은 당신의 창의력 센터의 동결을 해지하게

된다.

•위임하라! 우리는 종종 우리 삶의 외적 스트레스를 제대로 제어할 수

없게 된다. 특히 직장에서. 5명의 사람들이 동시에 당신에게 5가지

일을 요구할 때, 당신이 어떻게 다중 작업을 하지 않을 수가 있겠는가?

스스로에 대한 연민을 가져라, 그리고 도움을 청하라. 만일

당신이 그것을 처리할 수 있는 다른 사람에게 업무를 맡길 수 있다면,

그렇게 해라. 다른 사람의 도움이 필요하다면, 도움을 청해라! 이것은

당신의 주의력이 가장 요구되는 업무에 당신이 집중할 수 있을 뿐

아니라, 당신의 스트레스도 줄일 것이다.

바쁜 직장에서 마음 다스리는 연습이 가능은 하지만, 나는 회사의

리더가 이것을 기업 문화의 일부로 만들 것을 권장한다. 스트레스와

관련된 질병은 직원들이 출근을 빠지는 첫 번째 이유이다.

직원들에게 마음 다스림 훈련과 요가 수업을 제공하거나

명상을 위한 시간과 장소를 마련해 주는 것은 훌륭한 투자이다.

회사의 수행 능력은 향상될 것이고, 당신은 스트레스와 관련한 질병이

감소하는 것을 보게 될 것이며, 더욱 성공한 사업가가 될 것이다.

acquire new abilities and improve memory. Advances in neuroimaging techniques have taught us how these mindfulness-based techniques affect neuroplasticity. Multitasking, on the other hand, depresses the brain’s memory and analytical functions, and it reduces blood flow to the part of the right temporal lobe, which contributes to our creative thinking. In today’s marketplace, creativity is key for innovation, sustainability and leadership.

Below are a few tips for practicing mindfulness in a multitasking business:

• Focus on a single task for an allotted amount of time. You might say, “For 15 minutes, I’m going to handle ‘X’ responsibility, and then for one hour I’m going to handle ‘Y.’” If your job comes with constant interruptions that demand your attention, take several deep breaths and then prioritize them. If someone asks you to drop what you’re doing to help with a problem, it’s OK to tell them, “I’ll be finished with what I’m doing in 10 minutes, then I’m all yours.”

• When you get “stuck” in a task, change your physical environment to stimulate your senses. Sometimes we bounce from one task to another because we just don’t have the words to begin writing that strategic plan, or we’re staring at a problem and have no ideas for solutions. That’s the time to get up, take a walk outside and look at the flowers and the birds—change what you’re seeing, or turn on some relaxing music that makes you feel happy. Offering your senses pleasant and different stimulation rewires your brain for relaxation, and reduces the effects of stress hormones, which helps to unfreeze your creativity center.

• Delegate! We often have little control over the external stresses in our life, particularly on the job. How can you not multitask when five people want five different things from you at the same time? Have compassion for yourself, and reach out for help. If you can assign a task to somebody else who’s capable of handling it, do so. If you need to ask someone to help you out, ask! This will not only allow you to focus on the tasks that most need your attention, but it will reduce your stress.

While it is possible to practice mindfulness in a hectic workplace, I encourage business leaders to make it part of the company culture. Stress-related illnesses are the number one cause of missed employee workdays. Offering mindfulness training and yoga classes or giving people time and a place to meditate is an excellent investment. Your company’s performance will improve, you’ll see a reduction in stress-related illnesses and you’ll be a more successful businessperson.

40 OTC Beauty Magazine March 2014

Cyrus Jackson has had a successful career in the hair care industry for over 30 years including sales, marketing and product development with companies such as World of Curl, D-Orum Products and Leisure Curl. Jackson is the owner and president of Professional Products Unlimited, Inc. makers of one of the first complete products lines in the industry for the care and maintenance of natural ethnic hair types, Jamaican Mango & Lime. Jackson’s continued development and promotions of quality products for natural ethnic beauty has made him the self proclaimed King of Locs.


he current school year is coming to an end and parents will be looking for “protective styles” for their kid’s hair. Mothers want styles that will last for camp, summer vacations and visits to the grandparents. It is important that kids are comfortable in their summer styles. This summer, the trends for kids will be braids, faux-hawks, twist outs, side fro-hawks (another version of mohawks), flat twists pony tails, locs and color accessories. Look at how these styles can give longevity, easy low maintenance styling, and be quite cost effective over the summer months. Several Professional Products Unlimited (PPU) brands can be used for styling kid’s hair. Some of the “protective styles” for kids and the products needed are below.

BraidsBraids are a safe hairstyle that promotes healthy hair growth, as long as they are not braided too tight in the sensitive areas like the temple and the crown. They can be worn in cornrows by individuals with extensions and for long periods of time so that it does not have to be redone every morning. This style can be maintained using Jamaican Mango & Lime Braid Remover, No More Itch and Jamaican Black Castor Oil Original.

Flat Twist/Braid OutFlat Twist/Braid Out hairstyles are fun and funky. After wearing twists or braids for a few days, a parent can easily transition their kid’s hair into twist/braid outs by simply taking the braid or twist loose. The end result will be natural curls. This hairstyle can be achieved using III Sisters of Nature Curling Gelo or Spiral Pudding depending on the texture of the kid’s hair.

MohawksThe Mohawk hairstyle is still around, but just in many more versions. No matter the length of your hair a faux-hawk can be achieved by adding gel to spike the center, or to create the traditional mohawk braid the hair up to the middle and have the hair flowing down the middle. The side fro-hawk is braided to one side and twisted out on the opposite side. These styles can be achieved using Jamaican Mango & Lime’s Tingle Shampoo, Sproil and Argan Shine.

Locs Pin-UpMore and more younger kids are wearing locs. Locs can be worn a variety of ways, and can be very versatile for girls and boys. They can easily be twisted to achieve a neat look, pulled back in a nice ponytail or pinned up. Use the Locking Gel and/or Lock Gro for the maintenance of locs.

Color AccessoriesA hairstyle is nice by itself, but with the help of colorful accessories a hairstyle can really make a statement. Bows, beads and headbands are all great colorful accessories that can add an extra touch and make any hairstyle fun.

Parents can now create quite a few quick hairstyles for their kids to enjoy this summer. We have the products that will help achieve all of these looks while keeping money in the parent’s pocket. It will be a fun summer for the kids as they rock their new protective styles!

by Cyrus Jackson

King of Locs

T


by Brooke Watson

Feature


No matter if your customers have a little one in diapers at home, or a child who has already conquered a few years of school, it is no doubt that bath time can easily become more of a chore than a relaxing wind-down from the day. Sometimes all it takes to turn this routine task from mundane to exciting is as easy as A-B-C. As the people who frequent your stores are gearing up for summer and the school year that is to come, get your store stocked with goods to help them tackle bath time like a champ.

bundance of Bubbles This is coming from a twenty-something year old, but I recently had a bubble bath for the first time since I was a child and it had me second guessing all of my life choices. OK, maybe that’s a little dramatic, but it did make me regret not indulging sooner. How had I neglected such an enjoyable experience for so long? Yes, bubble baths serve entirely different purposes for adults than for children (i.e. relaxation after a stressful day vs. pure delight and amazement in piles upon piles of bubbles in the tub), but both age groups can benefit from submerging themselves in a mountain of foam every once in a while. My curious mind wants to know just how fast a child will run for the bathroom when they know a bubble bath awaits. Honestly, bubbles are a genius way to get kids excited about getting clean. Playing always makes chores more fun, so why not provide your customers with the best bubble bath products the industry offers. After all, we want the future leaders of tomorrow smelling fresh and clean when they learn their multiplication tables.

ath Toys and Fun ProductsIt’s all about the goods; think about the simple act of coloring in a coloring book. Is it more enjoyable with an old, used-up box of boring crayons, or a fresh, sharp box? The new box always makes for a better experience, and the same can be true regarding bath time. Having the newest products in the brightest colors and the coolest designs can make children more interested. Superheroes, cartoon characters and popular dolls on the packaging of shampoos, conditioners and soaps can be all it takes to attract youngsters. Not to mention, if these products are offered in an array of hues…staying dirty is out of the question. It may soon seem like their parents can’t fill the tub up fast enough. Bath toys are also great options. I remember having foam alphabet letters and numbers that would stick to the walls of the tub and shower that I loved

to play with. As an added bonus, they helped me continue learning even after the school bell rang—that’s a win-win situation in any parent’s book. Shaving cream can also provide extra fun when smeared on the shower wall, serving as a board children can write and doodle on with their fingers. Last but not least, bath tools can make a difference as well. Regular washcloths may seem boring, but if they have a popular character or fun design on them, you’re all set. The same is true with a bath puff (or a loofa as it is also known as). This little puff lathers up in seconds and can evoke extra laughs while pampering little princes and princesses.

ute Hairdo Afterwards – Make a Promise What little girl isn’t going to enjoy a little mommy-and-me time just before bed? By promising to let their little one pick a special hairstyle to sleep in, mommies can get children to zip through a bath in record time. Also, having someone play with your hair can bring on sleep faster than they can even finish the first braid. In the end this could be the perfect trick to speed up the nighttime routine without having the call on the help of the sheep for counting. Be sure your shelves are stocked with the latest hair accessories to adorn little one’s tresses. From hair bows and ribbons to bandanas and beads, you want to have it all in an array of colors. Accessories have to match the outfit!

elegate ResponsibilityNothing makes a child feel more grown-up than gaining a little responsibility, no matter the capacity. Give them the option of what shampoo and what flavor of soap to use, and even what pajamas they get to wear when they get out of the tub. Getting to make these choices gives kids an active role in the bath routine and can make them more excited for it. So go ahead and encourage letting them pick out their PJs. Furthermore, this could be extended to time in your store. Letting children play a part in the shopping process gives them a sense of pride in their beauty products, so encourage the shopping involvement of youngsters in your establishment.

In the end, making bath time fun is simple. Your customers simply need to know a few tricks of the trade and be armed with the appropriate beauty supplies. Don’t let them down!

of Bath Time Fun

ABCs

A

B

C

D


Manufacturer

Profile

“몇 년 전, 우리는 젊은 층들을 대상으로 하는 시장에서 헤어 케어, 스타일링 그리고 컬러에 대한 요구를 현대적인

방법으로 충족할 수 있는 기회를 보았습니다.” 라고 Sparks Beauty Perfection의 Joe Magnano는 말했다. OTC 뷰티

매거진은 회사가 이런 기회를 어떻게 포착하고, 흥미롭고 놀라운 창조적인 뷰티 제품들을 제조하게 되었는지에 관해

Magnano씨와 얘기를 나누어 보았다.

“A few years ago we saw an opportunity to address the hair care, styling and color needs of the youth market in a more contemporary way,” explained Joe Magnano of Sparks, a Beauty Perfection brand. OTC Beauty Magazine spoke with Magnano about how the company seized this chance and created an exciting and incredibly creative beauty good.

Joe Magnano


OTC Beauty Magazine (OTC): What is your background with both this company and the beauty business? What is your role with the company today?Joe Magnano (JM): I have held numerous sales management positions with both manufacturers and distributors within the beauty industry over the past 20 years. I joined Beauty Perfection as National Sales Manager in April 2013, as our products were in initial development. It has been very exciting to build a new brand from such an early stage and see it grow in the marketplace.

OTC: Briefly describe the history of Sparks.JM: Our desire was to bring a more youthful and stylized approach to professional beauty products being sold in open line distribution. As hair color is the fastest growing segment of our industry, we decided to focus there and to introduce a small range of very vibrant and contemporary colors.

OTC: What was the inspiration behind the company? It seems so unique!JM: We saw a huge trend in the bright hair color category and after some research realized more and more customers were doing their hair color at home. We immediately saw the need for a retail collection of bright permanent hair colors that are easy to apply and long lasting.

OTC: The hair colors Sparks offers are so creative and vibrant; when did you realize this was something the industry lacked? Also, how did the company choose the hues it did?JM: As said above with this hot trend for vibrant hair colors sweeping across every magazine cover and red carpet, the demand for this look exploded. We saw there were no other permanent long lasting bright hair colors like Sparks, so we filled that niche. With much market research we found which colors were most desired in the marketplace, and from there added a few more to provide customers color customization by mixing them.

OTC: What is the culture like at Sparks and how does this culture affect day-to-day operations/product development?JM: The culture at Sparks is very much like the brand, it’s a team of creative thinkers, hard workers, and at the same time we lace fun into every

OTC 뷰티 매거진(OTC): 회사와 뷰티

사업에서 어떤 배경을 갖고 계신지요? 현재

회사에서는 어떤 역할을 맡고 계십니까?

Joe Magnano(JM): 지난 20년 동안 저는

미용업계의 제조업체와 유통업체에서

다수의 영업관리 업무를 담당했습니다.

Beauty Perfection에는 저희 제품이 초기

개발 단계에 있던 2013년 4월에 네셔널

세일즈 매니저로 합류했습니다. 초기

단계에서부터 새로운 브랜드를 구축하고

시장에서 성장하는 것을 보는 것은 매우

흥미로운 일이었죠.

OTC: Sparks의 역사에 대해 간략한 설명

부탁드립니다.

(JM): 저희의 소망은 오픈 라인 유통에서

판매되고 있는 전문가용 뷰티 제품에 보다

젋고 스타일있는 제품들을 시도하는

것이었습니다. 헤어 컬러가 저희 산업에서

아주 빠르게 성장하고 있는 부분이기

때문에, 저희는 거기에 초점을 맞추고

아주 다양하고 현대적인 색상들을

일단 작은 범위만 소개하기로

결정했습니다.

OTC: 회사에 바탕이 되는

영감은 무엇입니까? 매우

독특해보이는데요!

(JM): 밝은 헤어 컬러 범주에서 큰

트랜드를 보았습니다. 그리고 여러

조사를 통해 더욱 많은 소비자들이

가정에서 직접 헤어 컬러링을

하고 있다는 것을 알게 되었죠.

저희는 즉시 쉽게 사용하고 오래

지속되는 밝은 색상의 영구 헤어 컬러

제품들이 소매업체에 필요함을 보게

되었습니다.

project we do! We love the brand and our jobs, so it makes the day-to-day operations exciting and enjoyable.

OTC: In your opinion, what is the most interesting aspect of the beauty industry?JM: Our industry is one that allows us to be involved in so many exciting areas of business. However, in the end, we’re in the business of making people look and feel better. What could be better than that?

OTC: How is the company structured? Briefly describe the divisions that make up the organization.JM: Sparks is broken into two main divisions, sales and marketing. Under our sales team we work closely with the Kirschner Rep group, making the sales team about 30 people. Our marketing department manages the art team and new product development. We have a lean structure which ensures our team gets all tasks done with superb customer service.

OTC: How can OTC stores benefit by carrying your company’s products?JM: Sparks comes in an eye-catching store display that includes educational information to help sell the product. OTC stores will benefit by carrying Sparks, as it will give them a product that is unmatched in performance and has lasting vibrancy.

OTC: Can Sparks products be used on all types and textures of hair? Why or why not?JM: Sparks can be used on all types and textures of hair. As long as the hair is lightened correctly and in good condition (porosity of hair is key) then you can expect good results. If the hair is overly lightened or porous, then you may need to correct the color or perform a conditioning treatment.

OTC: What has been the biggest factor contributing to the growth that Sparks has seen as a company? Are there any obstacles you had to overcome, and if so, how did you?JM: As the trend continues to grow in the vibrant hair color category the demand for Sparks is hot! I think the way we market and educate on our website helps customers get into the brand rather easy and create the look they desire. To be honest, one of the biggest obstacles we had was backorders. Due to the overwhelming positive response to the launch of Sparks, we had to quickly increase our inventory levels to satisfy all our customers!

OTC: How do you keep consumers and store owners educated on product releases, uses and general information?JM: Having a relationship with our customers is one of the most important

aspects of business to us. We create educational sheets, videos and webinars

for them on a weekly or monthly basis. We also use our website as a hub for tons of information for the consumer, everything from how-

to videos to custom colorization.

OTC: What sort of feedback have you received from store owners who sell your products and their customers who use them?JM: Store owners have told us they love the packaging design of Sparks. The feedback has also been very positive about the Sparks Intro Display because we have built in a $50 savings and included a beautiful

poster.


Manufacturer Profile

OTC: 헤어 컬러 Sparks는 아주 창의적이고 역동적입니다. 뷰티 산업 분야에서 이 두 가지가 부족하다는 것을 언제 깨닫게 되셨습니까? 또한 회사는 그러한 색상들을 어떻게 선택하셨는지요?(JM): Sparks의 문화는 저희 브랜드와 매우 흡사합니다, 창조적으로 생각하는 사람들, 열심히 일하는 사람들이 모인 팀이죠, 그리고 동시에 우리가 하는 모든 프로젝트에 재미를 함께 엮습니다. 저희는 브랜드와 우리의 일을 사랑하죠, 그것이 일상적인 작업을 흥미롭고 즐겁게 만듭니다.

OTC: 미용업계에서 가장 흥미로운 측면은 무엇이라고 생각하십니까(JM): 우리 산업은 아주 많은 흥미로운 분야에 참여할 수 있도록 합니다. 결국, 저희는 사람들의 모습을 더욱 보기 좋게 그들의 기분을 더욱 좋게 만드는 사업에 속해 있죠. 이보다 더 좋을 수 있을까요?

OTC: 회사는 어떻게 구성됩니까? 조직 구성에 관해 간단한 설명 부탁드립니다.(JM): Sparks는 세일즈와 마케팅, 이 두개의 주요 부서로 나뉩니다. 세일즈팀 아래에서 저희는30명 정도의 세일즈 팀을 만드는 Kirschner Rep group과 긴밀하게 작업하고 있습니다. 마케팅 부서는 미술팀과 신제품 개발을 관리합니다. 저희 팀들이 뛰어난 고객 서비스와 더불어 모든 업무를 확실히 수행할 수 있도록 서로 밀접하게 의지하는 구조를 갖고 있습니다.

OTC: OTC 매장이 귀사의 제품을 취급함으로써 얻을 수 있는 혜택은 무엇일까요?(JM): Sparks는 제품 판매에 도움이 되는 교육용 정보를 포함해서 시선을 끄는 매장 디스플레이를 제공합니다. OTC 매장들은 타의 추종을 불허하고 지속적인 활기를 제공하는Sparks의 제품들을 취급함으로써 혜택을 누리게 될 것입니다.

OTC: Sparks 제품은 모든 헤어 타입과 질감에 사용이 가능합니까? 그 이유는 무엇인가요?(JM): Sparks 제품은 모든 헤어 타입과 질감에 사용할 수 있습니다. 모발이 적절하게 밝은 색으로 좋은 상태라면(모발의 다공성이 중요하죠), 좋은 결과를 기대할 수가 있습니다. 만일 모발이 지나치게 밝거나 많은 구멍을 갖고 있다면, 컬러를 수정하거나 컨디셔닝 트리트먼트가 필요할 수도 있습니다.

OTC: Sparks가 성장하는데 가장 크게 공헌한 요인은 무엇일까요? 극복해야만 했던 어떤 장애물들이 있었는지, 그렇다면 어떻게 극복하셨는지?(JM): 역동적인 헤어 컬러 분야의 성장이 지속되는 트랜드때문에 Sparks는 아주 핫 합니다! 웹사이트를 통한 마케팅과 교육이 소비자들로 하여금 쉽게 저희 브랜드를 접하고 그들이 원하는 스타일을 연출하는데 도움을 준다고 생각합니다. 솔직히 말해서, 가장 큰 장애물은 재고 부족으로 인한 백오더였습니다. Sparks가 출시될 때의 압도적인 긍정적 반응때문에, 저희는 재빨리 제품 재고 보유량을 늘려서 모든 소비자들을 만족시켜야했습니다!

OTC: 소비자들과 매장 주인들을 상대로 출시 제품, 사용법 및 일반적인 정보에 대한 교육은 어떻게 지속하십니까?(JM): 고객과 관계를 맺는 것은 저희 비즈니스에서 가장 중요한 부분 중 하나입니다. 저희는 교육용 인쇄물, 비디오 및 웹 세미나를 주간별 혹은 월별로 제작합니다. 또한 저희 웹사이트를 고객들을 위한 막대한 양의 정보 저장소로 활용합니다. 사용 설명 동영상부터 개별적 색상 만들기까지 아주 많은 정보들이 있습니다.

OTC: 제품을 판매하는 매장 주인들이나 귀사의 제품을 사용하는 고객들로부터 어떤 피드백을 받으십니까?(JM): 매장 주인들은 Sparks의 포장 디자인이 아주 마음에 든다고 합니다. Sparks Intro Display에 관한 피드백은 아주 긍정적입니다. 왜냐하면 멋있는 포스터와 $50 할인 쿠폰이 포함되어 있거든요.

OTC: 회사 제품을 효과적으로 마케팅할 수 있는 최고의 방법은 무엇일까요? 마찬가지로, OTC 매장 내부에서 어떤 위치가 가장 좋을까요?(JM): 가정용 헤어 컬러 사용이 지난 몇 년간 증가하고 있습니다. 이 소비자들의 대부분은 전문가용 헤어 컬러 제품 정도의 품질을 찾고 있습니다. Sparks는 OTC 매장을 통해 밝은 색상의 헤어 컬러 분야의


Company Name: Beauty PerfectionContact Number: 818-731-0217Website: www.sparkscolor.com

OTC: What is the best way to effectively market the company’s products? Likewise, where is the best place to have them located within an OTC store?JM: At-home hair color usage has increased over the past few years. Many of these consumers have been seeking the quality of professional hair color. We feel that Sparks addresses this niche in the bright hair color segment through the OTC market. Bright hair color has become very mainstream to Millennials over the past three years. Bright colors need to be highlighted in the home hair color department.

OTC: What do you feel is the most important thing for multicultural beauty store owners to know when recommending your company’s products to their customers?JM: We believe strongly that store owners and their employees are the education team that drives our brand; from making sure that the customer understands the pre-lightening step and that Sparks products are gentle and safe for chemically enhanced hair, to recommending follow-up products to maintain their bright hair color. We do this through our sales team, store visits, webinars and our interactive website.

OTC: Does Sparks exhibit in trade shows like Cosmoprof that is coming up in July? If so, how does participation benefit the company and how can OTC stores benefit from visiting?JM: Yes we do exhibit at shows throughout the year, Cosmoprof being one of them this year. Participation helps to get our name out there, we meet and pick up new distributors at the shows, and it’s a forum for us to feature our new product launches we have. This year we will be launching a new Sparks hair color kit at Cosmoprof!

OTC: What do you foresee in the future for the company? Any big plans?JM: I see the company gaining more momentum each month. We are on the cutting edge of hair color technology and plan to have numerous new product launches through this year to keep the excitement at an all-time high.

틈새 시장을 해결하고 있다고 생각합니다. 밝은 색상의 헤어 컬러는 지난 3년간 새시대를 위한 주류가 되어왔습니다. 밝은 색상은 가정용 헤어 컬러 분야에서 강조될 필요가 있습니다.

OTC: 다문화 뷰티 매장 주인들이 귀사의 제품을 고객들에게 추천할 때 염두해야 할 가장 중요한 점은 무엇일까요?(JM): 저희는 매장 주인들과 직원들이 저희 제품을 적극 추천할 수 있도록 교육된 팀이라고 강하게 믿고 있습니다; 고객들이 사전 라이트닝 단계를 잘 이해하고 Sparks 제품이 화학적으로 강화된 모발에 안전하고 부드러운 제품임을 알고 있는지 확인하는 것부터, 밝은 헤어 컬러를 유지하기 위해 추천할 수 있는 후속 관리 제품까지, 잘 교육이 되어있을 것이라 믿습니다. 저희는 이러한 교육들을 저희 세일즈팀과 매장 방문, 웹세미나 그리고 대화형 웹사이트를 통해 하고 있습니다.

OTC: 7월에 있을Cosmoprof과 같은 전시회에 Sparks도 참여하게 됩니까? 그렇다면, 이러한 참여가 회사에 어떤 이득이 되는지 그리고 OTC 매장들이 쇼 방문을 통해 얻는 혜택은 무엇이 있을지 말씀해주세요.(JM): 네, 저희는 연중 전시회에 참여하고 있으며, Cosmoprof는 올 해의 많은 전시회들 중 하나입니다. 전시회 참여를 통해 저희의 이름을 더 많이 알릴 수가 있고, 새로운 유통업체들을 만나고 선정하기도 합니다. 그리고 저희가 출시하는 신제품을 알릴 수 있는 포럼도 있습니다. 올해 저희는Cosmoprof에서 새로운 Sparks 헤어 컬러 키트를 출시할 것입니다!

OTC: 회사의 미래를 어떻게 내다보십니까? 어떤 큰 계획이라도 갖고 계신지?(JM): 회사가 매달 더 많은 가속과 탄력을 받고 있습니다. 저희는 헤어 컬러 기술의 최첨단에 있으며 지금까지의 흥미진진한 최고 기록을 유지하기 위해서 다양한 신제품들을 올해 출시할 계획입니다.


by Tony Bae

Retailer

Profile

성철스님의 유명한 말씀 중 ‘산은 산이요, 물은 물이로다’

라는 말이 있다. 이 말은 해석하는 사람에 따라 여러 가지

의미를 가지고 있을 수 있지만, 그 중 하나는 ‘진리는 바뀌

지 않는다’ 는 의미도 들어있을 것이다. 사람들은 무엇인

가를 이루고자 ‘노력’을 하지만, 이것이 왜곡되어 ‘억지’가

되는 경우가 있다. 원하는 것이 뜻대로 되지 않을 때, 물리

적인 힘이나 술수를 쓰는 경우가 바로 ‘억지’가 되는 순간

인 것이다. 사회적으로 성공을 하거나, 유명한 스포츠 선

수들은 하나같이 ‘꾸준히 노력’ 하고 ‘기본에 충실해라’ 라

고 한다. 이는 눈앞의 결과만을 쫓지 않고 본연의 기본적

인 임무를 꾸준히 실천하다 보면 좋은 결과를 만들어 낼

수 있다는 말인 것이다. 모두 알고 있는 사실이지만 현실

에서 그것을 실천하기는 그리 쉽지 않다. 많은 사람들이

다이어트에 실패하는 것은 그 좋은 예일 것이다. 꾸준한

식사조절과 운동을 병행하지 않고, 눈앞의 결과만을 위해

무조건 굶다가 결국에는 지쳐버리는 것과 같은 것이다. 주

위의 환경에 휘둘리지 않고 자신의 할 일을 꾸준히 ‘노력’

하다 보면, 어떠한 형태로든 보상을 받게 될 것이다. 이번

달에 OTC 뷰티 매거진은 Georgia 주의 sylvania 시에 위

치한 A-1 Beauty supply 의 richard place, young hee

place 사장 부부를 만나고 왔다. 현재 15년째 뷰티 업계에

종사하고 있는 이 부부는 본인들의 원칙을 가지고 그들만

의 방식으로 스토어를 운영해 나가고 있었다. 그들의 이야

기를 들어 보도록 하자.

적성에 맞는 직업

남편을 따라 81년에 도미한 young hee 씨는 미국생활 초

반에는 평범한 가정주부로 아이들만 키우다, 자녀가 모두

성장한 후, 98년도에 지인의 뷰티 서플라이 스토어에서 일

을 시작하였다고 한다. 2년여 정도 일을 한 후, 모자를 판

매하는 스토어를 오픈하여 경영을 하다, 1년 후쯤 뷰티 서

플라이 스토어를

오픈하게 되었다

고 한다. “손님들

응대하고, 세일

하는 것을 좋아하

다 보니 스토어를

열게 되었습니다”

라는 young hee

씨는 남들보다 조

A-1 Beauty Supply • Sylvania, GA




금 늦게 사회생활을 시작하였지만, 빠르게 적응하기 시작

하였다고 한다. “처음에 스토어를 오픈하였을 때는 매일

12시까지 스토어 정리하고, 잠도 스토어에서 자기도 했습

니다” 라는 young hee 씨는 스토어 규모를 계속 넓히며

지속적으로 성장을 해 왔다. “저희 스토어를 오픈할 당시

에 지역 신문에도 나고, 시티에서 화환도 보내 왔습니다”

라는 young hee 씨는, 작은 도시의 환경상 지역에 마땅

히 쇼핑할 장소가 없다 보니 지역 주민들로부터 환영을 받

았다고 한다. sylvania 시는 백인들도 많이 거주하는 도시

로, A–1 Beauty supply 에는 백인 고객들도 와서 잡화 제

품들을 많이 구입한다고 한다. 백인과 흑인들 고객 비율이

40% 대 60% 정도라고 하는 young hee 씨는 이에 맞춰

백인들이 좋아하는 밝은 색상의 가발 제품과 잡화제품들

을 고루 갖춰놓고 있다고 한다.

지역의 쇼핑 명소

조그만 타운내에서 7,000 sq ft 의 스토어는 조금 크다는

생각이 들었지만, young hee 씨는 “손님들이 스토어 공

간이 좁아서 서로 부딪치면서 다니는 것이 불편해 보여 옆

스토어를 합치게 되었습니다” 라고 한다. 작은 타운의 소

비자들 수에 한계가 있기 때문에 스토어를 두 배로 늘린다

고 매상이 두 배로 올라가는 것은 아니지만, 고객들의 쾌

적한 쇼핑환경을 위해 스토어를 늘린다는 것은 쉬운 결정

은 아니었을 것이다. 하지만 young hee 씨는 그러한 과

외 지출에 대해서는 개의치 않는 것 같았다. “다들 스토어

확장이 무리라고 생각을 하였습니다. 그렇지만 덩치가 큰

흑인 손님들이 서로 몸을 부딪혀 가며 쇼핑하는 모습이 마

음에 걸려 결심을 하게 되었습니다” 라고 덤덤히 말한다.

지역의 쇼핑 명소가 돼버린 A-1 Beauty supply 는

명성에 걸 맞게 제품들도 다양하고 새로운 제품들을 꾸준

히 제공하고 있었다. “잡지나 TV를 통해 패션 쪽 정보를 많

이 얻습니다. 그러한 것이 제품 선정하는데 많은 도움이 됩

니다” 라는 young hee 씨는 원래부터 패션이나 액세서리

에 관심이 많아 제품을 고르는 안목이 생겼다고 한다. 또


Retailer Profile

한, 스토어 제품들이 뒤쳐지지 않도록 한달에 2 ~ 3 번씩

도매상을 들러 제품을 구입한다고 한다.

과감한 재고정리!

“판매가 부진한 제품들은 매년 교회에 기부를 합니다” 라

는 young hee 씨는, 현재의 스토어에서 10여년 이상을 운

영하고 있는데 소위 말하는 악성 재고는 없다고 한다. “시

기가 지나거나 움직임이 별로 없는 제품에는 미련이 없습

니다. 한번 뒤쳐진 제품들은 그 가치를 상실한 것입니다.

그러한 제품을 가지고 있다 해서 돈이 되는 것도 아니고,

자리만 차지하고 있는 것입니다. 차라리 그 자리에 다른 제

품을 채워놓고 판매를 하는 것이 더 효율적이라 생각합니

다” 라는 young hee 씨는 오래된 재고를 처리할 때는 그

누구보다도 과감하였다. 스토어를 운영해본 사람은 알겠

지만, 자신이 가지고 있던 제품들을 무료로 처분한다는 것

은 쉽게 결정하기 어렵다. 전부 돈을 주고 구입한 물건이기

에 어떻게든 판매를 하여 소진하고 싶기 때문에 계속 창고

에라도 가지고 있기 마련이다. 차라리 고객들에게 무료로

나누어 주지 그러느냐는 필자의 질문에 “그렇게 한다고 해

서 고객들이 크게 고마워 하는 것도 아니고, 심지어 나중에

는 공짜만 바라는 현상이 일어날 수 있습니다” 라는 young

hee 씨는 차라리 필요한 곳에 기부하는 것이 훨씬 낫다고

한다. “사람 일에는 되는 것도 있고, 안 되는 것도 있습니

다. 그것에 연연하다 보면 아무것도 할 수가 없습니다. 포

기할 것은 포기를 해야지요” 라는 young hee 씨는 작은

체구의 여성이지만, 그 대범함은 장군 못지 않아 보였다.

확실한 원칙고수!

“저희 스토어를 이용하는 고객들일지라도, 도리를 지키지

않는 고객들에게는 저도 확실하게 제재를 합니다. 심지어

스토어에 들어오지도 못하게 합니다”. young hee 씨는 어

린 애들이나 노인들에게는 많은 정을 주고 잘 하려고 한다

는 반면, 고객으로서의 기본을 하지 못하는 사람들에게는

단호하게 대처한다고 한다. 손님은 왕이라고는 하나, 손님

들의 요구를 들어주기만 하다 보면 도가 지나치는 경우가

종종 있다. 그러한 상황에서의 행동이 스토어의 색깔을 결

정하게 되는 것 같다. 손님들의 모든 요구를 들어만 주다

보면, 매우 친절하지만 만만한 스토어가 될 수 있고, 모든

상황을 깐깐하게만 대처를 한다면, 불친절 하다는 인상을

심어줄 순 있겠지만, 그들도 행동을 조심하게 될 수도 있

다. “처음에 도리에 어긋나는 행동을 하는 고객들을 엄하

게 대처를 해 놓으니 이제는 그런 고객들은 거의 없고, 인

상 쓸 일이 별로 없습니다” 라고 한다. 고객들을 응대하는

대는 딱히 답이 있는 것이 아니다. 스토어의 지역특성이나

고객들의 성향에 따라 그야말로 ‘적절히’ 대처를 해야 하는

데, 그 ‘적절히’ 가 쉽지 않은 것이다. 하지만 young hee

씨처럼 처음에 단도리(?)를 쳐놓고 나면 일이 좀 수월해 지

는 것은 사실이다.

“돈을 버는 것도 중요하지만, 일자리가 있다는 것이 더욱

소중합니다. 일을 한다는 것은 사람에게 에너지를 주는 것

입니다” 라는 young hee 씨는, 하지만 근간의 계획을 묻

는 필자에게 이제는 앞으로 특별한 준비보다는 서서히 은

퇴를 준비한다고 한다. “억지로 무엇인가를 하려고 하지

않고, 물 흐르듯이 내 할 일들을 하다 보면 자연스럽게 문

제들이 해결되는 것 같습니다. 조바심 낸다고 안 될 일이

되는 것은 아닙니다. 맘 편히 먹고, 긍정적으로 생각하는

것이 속 편합니다. 세상 이치가 자기 맘대로만 되는 것은

아니지 않습니까?” 라는 young hee 씨는 모든 것을 달관

한 도인 같았지만, 사실은 칼툰을 좋아하는 소녀감성을 가

진 여성이었다. 마지막으로 모든 뷰티인 들에게 “다들 열

심히 일해서 돈들도 많이 벌고, 마음 편히 잘 사셨으면 좋

겠습니다. 긍정적으로 생각하세요” 라는 말을 하고 인터뷰

를 마무리 하였다.



Advertisement

Kenny “The Professional” Duncan is a National educator for the Andis Co. He has presented classroom demonstrations and platform education at many tradeshows such as Empire Future Professionals, IHS International Hair Show, Bronner Bros International Hair Show and many more. He brings a wealth of information and experience to clipper cutting

education. He teaches styling professionals the simplest approach to multicultural hair styling through a combination of solid technical demonstrations, creative interpretations, and entertaining presentations. Kenny is co-owner of Main Attraction Unisex Hair Salon, located in Philadelphia. He is reaching stylists around the world through www.ClipperEducation.com, where his goal is to provide inspiration, motivation and education to clippers cutters of all experience levels. He truly is a trailblazer in this industry.

CLIPPER TIPS

With Father’s Day around the corner the need to find the perfect gift for great fathers, grandfathers and other men who fill the role of “dad” in the lives of your customers peaks. This also creates an opportunity for your salespeople to suggest perfect gifts. Below are a few clipper-related gift suggestions that could meet your customers’ needs while helping your employees close the sale. Many men are employed with companies that require them to keep a clean shave, but unfortunately their faces suffer from razor burn due to aggressive razor blades. For these guys, there are many possible gift ideas, but the best are those that meet their real needs.

Suggestion #1: the Andis Profoil™ Shaver—a rechargeable shaver with specially designed independent foils that create razor-close shaves without the razor burn. The perfect companion to the Andis Profoil Shaver is Andis BumpCare, a liquid solution that helps eliminate bumps caused from ingrown hairs and soothe irritation from razor burn.

Suggestion #2: for the man who doesn’t shave every day, yet when he does he desires a razor-close shave that trimmers alone can’t achieve—the Andis Superliner™ Trimmer with the shaver head attachment. This tool serves the man with hair longer than stubble to remove. The trimmer blade would be used first to reduce the longer hairs to a short stubble, then the shaver head would be attached to create a smooth shave without razor burn. The other benefit the Superliner provides is the ability to outline or shape facial hair when needed.

Suggestion #3: for the man who has sensitive skin and can’t take a razor-close shave—the classic Andis T-Outliner®. The T-Outliner has been used by professionals and consumers alike for years to shave and outline facial hair. In fact, Steve Harvey recently shared with his viewers that he uses the T-Outliner to dry-shave his face and avoid bumps. The perfect companion for all of the suggested tools above is Cool Care Plus®, which offers the required blade care and maintenance for years of clean shaving.

During the Father’s Day shopping season I suggest your store employ one of these three ways to highlight the tools mentioned above:1. Move these tools to highly visible locations2. Make signage to spotlight tools for dad3. Have a staff briefing to ensure these gift ideas are added to their sales pitch For more information about the tools mentioned above, visit www.andis.com.

Father’s Day GiftsSponsored by Andis Co.

AdvertiseWith Us!

ThERaPy TREndS

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-Pond’s, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments

for hair, skin and scalp led to the creation of the Women’s 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.


Advertisement

Funtastic Product ConceptsFrom toddlers to teens it seems the best way to reinforce

grooming is through fun. Funny characters—both real and

imagined are the focus of most product launches. Younger kids

prefer superheroes and Disney characters. Older tweens and

teen are attracted to same-age icons. They’re either rocking it

out as a single artist or part of an ensemble group like Glee or

High School Musical. Too often these teen idols become the

bad girls with a garish style sense. Nail polish and lip gloss seem

to initiate the passage. From the age of 8 parents are consenting

to allow a little dab of make-believe color. By the time the child

reaches double digits, they’re into full blown lipstick and mascara!

Experimenting with funtastic bath, body, dental and sun care

products seems innocent. However statistics today claim that

makeup use has gone beyond tween and teen grooming. Teen

and tween girls are big business for beauty and personal care

manufacturers. Gentler formulas are being created with various

natural ingredients.

New studies are associating the early onset of puberty

may be linked to endocrine disruptors that are found in nail

polishes and other cosmetics. There may also be an early onset

of skin damage since 75% of youngsters between 14 and 17 are

now using a foundation product. Ninety-two percent of girls

between age 9 and 17 are using nail products—the most popular

cosmetic item among teens. OTCs should be selective in shelving

products that are fun and safe for these consumers.

RA Shea Butter LotionOur # 1 seller, 100% shea

butter with Jojoba Oil is the ultimate moisturizer to vitalize and soften skin while blocking the harsh effects

of sun, wind, cold and aging� Apply the healing and

cooling power of cucumber to your skin� Cucumber melon lotion is a great skin moisturizer packed with vitamin E that softens and heals damages skin� Now customers can take their favorite shea butter lotion wherever they go� By popular demand, we’ve introduced a fit in the palm of your hand size for those who don’t want to be without! For more information, visit www�racosmetics�com�

JBS Beauty Club has all your accessory needs with necklaces, earrings, scarves, sunglasses, etc� Stock your store with only the best from JBS� As part of the largest beauty supply distributor, you can always buy items by the piece and at great prices� For more information, call 800-361-0786 or visit them at 4300 Northeast Expressway, Doraville, GA�

#1 Beauty Cash-n-Carry

TOnSORIaL TIMES

Dwayne Thompson, aka “The Barber Ambassador,” is the CEO of The Fade Club LLC, a marketing and promotions company designed to grow the barbering industry through education and brand management. He wears many hats as the founder of The Barber Academy Tour, creator of “The Barbettes,” a term designed

to promote female barbers, and the former host of Against the Grain Radio show, the first barber related radio show on Blog Talk Radio. He is a dynamic writer, educator, product broker, consultant and social media expert. He has held several Executive positions with a former barbershop publication and a national health outreach program. Mr. Thompson is also the Founder and Publisher of Tonsorial Times Magazine, “The Official Barbershop Trade Publication” focused on highlighting products, franchises, schools and educators directly connected to the barbering industry. For more information, visit www.tonsorialtimes.com.


Advertisement

Daddy Did It!Finally, we are able to address an issue I am literally forced to resolve and face head on personally. This pressing issue has been the Achilles heel for most single dads with daughters: How to maintain your daughters’ hair when mom is not around? As men, we are equipped to handle hair care challenges with our young boys. We are free to take them to the barbershop and engage them in the sartorial world of the ultimate rite of passage “the haircut.” The experience is almost euphoric and it takes us back to the memories of when we received your first haircut. Or we can always purchase a pair of clippers and trimmers and cut their hair ourselves. We can find a simple shampoo and conditioner, pomade, etc. for our boys and they are good. Well, this is not so easy when it comes to the level of technique and skill you will need to maintain your daughters’ hair when she is placed in your care for more than an overnight stay. You must purchase and keep quality products on-hand to maintain the level of care she will get when she is home with mom. Over the past few years, I have seen classes offered to single dads to teach them how to braid hair and properly care for young girl’s hair, and even curling and quick styling techniques for their hair. On top of all this training we must find and purchase shampoos and conditioners, moisturizer, detanglers, oils, combs, brushes, rubber bands, barrettes, ribbons, blow dryers, flat irons and so forth. If not, you will have to find and set an appointment with a local salon to maintain your daughters’ hair when she is in your care. All this can be an added, but necessary, expense to keep your daughters’ hair looking well maintained. There is nothing better than to hear your daughter reply, “Daddy did it!” when asked, “Who did your hair?” I suggest products like DIVA by Cindy (www.divabycindy.com) or Sofn’free’npretty, GroHealthy products (www.mmproducts.com/sofnfreenprettygrohealthy); they have a full line of products made specifically for young girls.

Good luck!

Join us for advertising!

Call [email protected]

SowTime


Self- esteem; it is something that everyone—girls, boys, teens and adults alike—all struggle with. Society tells them what beauty is “supposed” to be and other people’s

judgment can be harsh, but only if they let it. As easy as it is to let self-esteem fall, it’s just as simple to build it high and be pleased with oneself, just as they were made. We believe this is one of the ideals held by everyone at the Taliah Waajid 2014 Spring World Natural Hair, Health and Beauty Show, and one of the main attributes that makes the event so great year after year. If there is something this show, which was held at the Georgia International Convention Center in College Park on April 26-27, does right it is supporting the creativity and individuality of every person in attendance. Walking through the show floor aisles, visitors were surrounded by men and women who were completely comfortable and unbelievably proud of who they are, naturally. As if simply seeing this wasn’t enough, the event offered little princesses the opportunity to meet with the reigning World’s Natural Top Hair Model, Pearls Fils-Aime, for “Queen in Training Sessions.” More than a meet-and-greet, these sessions were meant to inspire, motivate and teach little girls and young ladies what it means to be a truly natural “Queen.” There was even a mini-crowning for the younger attendees! From the youngest to the oldest, everyone at the hair show could leave feeling a little more beautiful and confident, without a doubt. Traditionally, workshops were held throughout both days of the show. Hosted by experts, professionals and manufacturers of the field, each class awarded attendees the chance to gain invaluable education beyond what they learned about new products and trends on the show floor. The Book Nook, Poets Corner, main stage performances, Wellness Way Pavilion and Children’s Corner also made a comeback. The Social Circle Lounge was in full swing, with Natural hair, beauty, fashion and lifestyle Bloggers keeping the world updated on the excitement. Be sure to mark your calendar for the Taliah Waajid World Natural Health and Beauty Expo in New York City, July 19-20. Go online to learn more at www.newyorknaturalexpo.com.

June 2014 OTC Beauty Magazine 89 83

2014 Spring World Natural Hair, Health and Beauty Show

A model has her hair styled at the Hicks Edges booth.

(Left to right) Derek Lee of the First Choice Sales and Marketing Group pauses for a picture with Shinae Giffin and Gina Lee of Jinny Corp.

Kathy Griffin of GBL Sales Inc. hard at work at the Reshma Femme booth Artia Moses of Bronner Bros. shows off a 4 Naturals product at their booth.

Strength of Nature featured an impressive display of Beautiful Textures products for visitors to discover with ease.

(Left to right) Tia Hurd and Jeana West at the Eden Body Works booth

The ladies of RA Cosmetics stand ready to greet show attendees as they step through the show floor doors.

Hair makeovers are in no way of short supply at the Basic booth.


The seating area in front of the main performance stage nearly full to capacity, and standing spectators also enjoy the shows of the day.

A friendly face at the Strength of Nature booth educates visitors on the wonders of the new Texture Manageability products. The Creme of Nature booth

A fashionable Trucks & Pearls/Vine 80 Fresh booth worker flaunts awesome accessories.

ReGia Davis of Professional Products Unlimited

Sporting their matching attire, the ladies at the Hair ‘N Scentifs booth cheerfully greet passersby.

A beautiful hairstyle masterpiece in the works at the hands of a stylist at the As I Am booth.

2014 Spring World Natural Hair, Health and Beauty Show


Sonja Watford-Mair (center) of Briggs Market Masters with Gina Lee (left) and Shinae Giffin (right) of Jinny Corp.

The Jane Carter Solution booth is always easy to spot with their bright, yellow product selection.

(Left to right) Caress, Dametria and Jessica market the Cantu brand at the Advanced Beauty booth. Delroy Reid of Sunny Isle

A model with a creative hairstyle mans the Bonfi booth.

Randy Lee of Luster Products

Visitors learn from an expert in the industry at the Namaste booth.

Making sure accessories match the entire look of an outfit is vital, and this Professional Product Unlimited booth attendee does just that.


A look down the Wellness Way aisle of the show

The MIZANI booth

Twins flaunting their naturally curly hair greet visitors at the Curls booth, showing the results the products yield.

Brian Washington holds up the Pilot, one of the many great clippers on display at the Wahl booth.

A joyous show attendee has her hair styled at one of the Taliah Waajid booths.

A young fashionista has her hair styled at the Taliah Waajid booth that featured children’s products.

Deborah Kirksey mans the Universal Beauty Products booth.

The Hoyu Bigen booth


P

업계소식

조지아 애틀란타 뷰티협회는 지난 5월 18일 뷰포드 소재 스프링홀에서 임시총회를 개최하였다. 200명 이상의 회원이 참석한 임시총회에서는 구금서 수석부회장의 개회선언으로 순서가 시작되었다. 임시총회에서 김일홍 회장은 인사말을 통해 지난 트레이드 쇼가 회원들의 적극적인 참여와 협조 가운데 성대하게 마무리 된 것에 회원 모두에게 감사의 마음을 전했다. 이날 행사에서는 김인생 부회장, 백계종 부회장, 손영표 이사, 그리고 김은호 이사에 공로상 시상식이 있었으며, 회계 및 재정 담당 백계종 부회장은 트레이드 쇼에 대한 결산보고를 통해 예년에 비해 수익이 줄었지만, 지출면에서 많이 절

약하여 소기에 성과를 거두었다고 자평 하였고 회원들을 위해 수익금을 적재적소에 집행하겠다고 보고 하였다. 1부 총회를 마치고 협회에서 준비한 푸짐한 만찬을 즐긴 회원들은 미주한인재단 이은자 회장을 초청하여 흑인 커뮤니티와의 관계에 대하여 회원들에게 많은 정보를 제공하여 뜨거운 호응을 받았다. 협회 정상욱 이사장은 맺음말을 통하여 6월 8일에 있을 예정인 등반대회에 회원 여러분의 많은 참여를 바라고, 오늘 끝까지 자리를 함께 해준 회원 여러분에게 감사하다고 전한 후, 참석한 모든 회원들에게 준비한 경품과 선물을 나누어 주는 것으로 이날의 행사를 마무리 하였다.

조지아 협회

NfBs 중앙협회는 오늘 7월27일개최하는제7차NfBsTrAde shOW 행사를 준비중에 있는데, 약간의 난항을 겪고 있다고 한다. 명실상부 업계 최고의 쇼를 개최해 오던 중앙협회는 경기의 침체로 인해, 여러 업체들이 참가를 취소함에

따라 최초의 계획에서 약간의 수정이 불가피한 상황이라고 한다. 유중현 총회장은 이를 대처할 만한 여러 가지 방법을 모색하고 있으며, 힘든 상황 속이지만 끝까지 성공적인 쇼를 개최하기 위해 최선을 다하겠다고 하였다.


뉴욕협회는 지난 5월 21일에 Willow Creek golf course in long island Ny에서 70여명이 모여 춘계 골프 대회를 치렀다. 회원들 및 업계 관계자들이 참석한 이날 행사는 12시 30분에 시작하여 5시 30분쯤 경기를 끝내고, 클럽하우스에

서 시상식과 많은 경품전달 및 저녁 식사를 하고 9시경 행사를 마무리 하였다. 뉴욕협회는 이 골프행사를 회원 및 업계 단합을 목적으로 18년째 해오고 있으며, 수익금은 회원의 밤 장학기금에 쓰이기도 한다고 한다.

can you give examPles of car accident settlement

P

업계소식

멤피스 협회는 지난 5월 20일, 8시 30분에 인근 아시아나 식당에서 정기모임을 가졌다. 15명의 협회원이 모인 이날 모임에서는 그 동안 협회 쇼

를 해오던 장소가 문을 닫는 바람에, 쇼 장소 이전문제를 논의하며 쇼 준비위원회를 구성하기로 하였다.

멤피스 협회

뉴욕협회

NFBS 중앙협회


IndustryNewsIndustryNews

Since its inception in 1907 when our founder James Simon started the Illinois Razor Strop Company, Fromm has occupied a unique position in the beauty industry, providing stylists with the most cutting-edge tools. After 100 years, we have established integrity through rigorous quality standards and state-of-the-art innovation that have stood the test of time. The 1907 brand provides upscale shears, combs, brushes and salon apparel that are beautifully crafted with natural materials. Each tool is strategically engineered to make a stylist’s job easier and their clients happier. 1907 platforms two series of shears for professional salon use. To compliment these shears, there are six new combs with wide and narrow teeth for optimal tension. Gentle on hair, their anti-static, chemical and heat resistant technology makes them suitable for a variety of styling processes. For all styling needs 1907 brushes come in thirteen original designs. All of them are made from 100% natural dark wood and have a seamless snag-free barrel. The spherical vents in the handle increase airflow for

a lightweight feel that decreases hand and wrist fatigue. Stylists can rely on the 1907 brushes to diminish tangles and stand up against the intense heat of their blow-dryers to tailor beautiful looks worthy of the runway. The apparel accommodates an assortment of aesthetic tastes with different fashionable prints and styles. All capes, cover ups, aprons and wraps are crafted for optimal protection and comfort. Sleek and trendy, the aprons are made of materials treated to protect from water, stains and wrinkles. Depend on 1907 for all salon necessities. With its environmentally friendly packaging and innovative product designs, there’s no need to compromise on quality or aesthetics ever again. 1907 makes beauty professional. Learn more about Fromm at www.frommbeauty.com.

1907: A New Icon

Today we have the women who have chosen to “go natural.” We call them “naturalistas.” However, the men can also join this natural movement by becoming “naturally masculine.” Going “natural” for men who choose to wear locks or twists requires a lot of maintenance. Regular shampooing, conditioning, moisturizing and lubricating the hair and scalp are a must. Alternating shampoos such as ORS Uplifting Shampoo and Curls Unleashed Lavish in Lather Sulfate Free Shampoo and Curls Unleashed No Restrictions Moisturizing Conditioner will give your hair a new softness, strength and shine you have never enjoyed before. Most natural styles are dull and dry in appearance. Using the ORS Shea Butter Lotion of the ORS Nature’s Shine will give new life to the natural hair. Natural hair styles need the same tender loving care and attention as any other hair style. While you are wearing your hair twisted, please make sure you lubricate and moisturize the hair close to the scalp. This will aid in minimizing

shedding when you remove your twists for shampooing and conditioning. To eliminate odor while wearing the twists, because you don’t shampoo your hair while wearing them, may I suggest using the ORS Herbal Cleanse—a soapless and waterless shampoo. If you have chosen to wear locs in your hair I suggest the same regimen except I would recommend shampooing and conditioning your hair once a week. Oil the scalp with the ORS Hair Fertilizer or the ORS Essential Coconut Oil daily. Keeping the scalp moisturized and lubricated is of the utmost importance. I also recommend massaging the scalp every other day to increase the blood flow to the scalp. The blood is how the hair is nourished. It is OK for you to believe “Nature Got It Right The First Time.” Learn more about Namasté Laboratories at www.orshaircare.com.

PBA’s North American Hairstyling Awards Honors Dwight Miller with 2014 Lifetime Achievement AwardAs the most esteemed photographic beauty competition in North America, the North American Hairstyling Awards (NAHA) honors top hairstylists and beauty professionals with the industry’s most prestigious awards. The Lifetime Achievement Award recognizes outstanding contributions to the hair and beauty industry and is limited to licensed salon professionals. This year, the Professional Beauty Association (PBA) is proud to recognize internationally acclaimed World Master Hair Designer, educator, artistic director, executive and salon owner, Dwight Miller with the 2014 Lifetime Achievement Award. The Lifetime Achievement Award is considered to be the North American Hairstyling Awards’ (NAHA) highest honor recognizing exceptional contributions to the advancement of the hair and beauty industry. As a stylist,

educator, salon owner and past NAHA Artistic Director of the Year winner, Miller has ventured to create innovative trends and techniques that constantly transcend benchmarks in beauty. Miller will be presented with the Lifetime Achievement Award at this year’s NAHA Awards Ceremony on July 13 at the Mandalay Bay in Las Vegas as part of NAHA’s 25th Anniversary Celebration. NAHA is part of PBA Beauty Week, North America’s largest, most inclusive beauty event offering unlimited networking, educational and professional growth opportunities to all sectors of the beauty industry. For more information and to learn how to congratulate Miller for his nomination at NAHA 2014, please visit www.probeauty.org/naha.

Naturally Masculine

Introducing 1907 by Fromm, an original collection of products

By: Dr. Reginald Mitchell, a.k.a. Dr. Hair, Director of Education for Namasté Laboratories

NAHA Honor Awarded for Outstanding Contributions to Hair and Beauty Industry


IndustryNews

Andis Company, a leading manufacturer of professional-grade tools for the salon, barber and animal grooming industries as well as the at-home consumer, adds Iris Huang as vice president of supply chain. “As Andis continues to grow and expand its global reach, we continually strive to improve our supply chain logistics. I’m thrilled to have Iris on board and am confident her international business experience will help us reach our goals,”

says Matt K. Andis, president. In this newly created position, Huang will oversee and supervise global supply chain strategies and build a competitive infrastructure. She brings a solid track record of delivering measurable and sustainable results for global brands and will report to Matt K. Andis. Huang earned her MBA in International Business Management and Marketing and is fluent in Mandarin Chinese, French and English.

Cosmoprof Named #103, Up Nine Spots from 2012 List

Bruce Bock, Marketing Communications ManagerBock will be responsible for building the company’s brand and supporting sales via strategic, integrated communications overseeing advertising and public relations, digital marketing, packaging and tradeshows. He brings Andis 18 years of combined agency, corporate and consulting experience for both global and domestic brands and will report to Karen Formico, vice president of marketing. During his career, Bock’s work has garnered a variety of awards from professional associations including the International ARC Awards, AR100 Black Book Top 100, National Investor Relations Institute, Public Relations Society of America and Expatica HR. He holds a bachelor and master’s degree. Aileen Nunez, International Manager of Education and StyleNunez will direct, administer and coordinate all educational functions for the professional beauty and barber division. Her

position seeks to build the brand via professional outreach, build rapport through educational programs, and assist with marketing programs and trade shows. She will report to Gary Stanczyk, vice president of sales. Nunez brings more than 16 years in the cosmetology industry and she holds a bachelor and master’s degree in management. Jeffrey Wolf, Director of Product EngineeringIn his new position, Wolf will oversee the research and development of the product process from conception through bringing to the global marketplace; including monitoring production deadlines and quality control. Wolf brings more than two decades of design, engineering and leadership experience and will report to Tom George, vice president engineering and operations. He holds a bachelor and master’s degree and is a member of Beta Gamma Sigma. www.andis.com.

Andis Adds to Management Team

CPNA Named one of TSNN’s 2013 Top Trade Shows Trade Show News Network (TSNN.com), the number one U.S. news source for the trade show industry, recently released its list of the 2013 Top 250 Trade Shows in the United States. Cosmoprof North America (CPNA) was recognized as 103, up from 112 on last year’s list. Generated from show managements and data give to TSNN, the list represents the top 250 trade shows held last year in the U.S. ranked by net square footage. Cosmoprof North America (CPNA) was recognized for its consistent growth in net square footage. Held annually at the Mandalay Bay Convention Center and produced by North American Beauty Events (NABE), CPNA has become the pinnacle business-to-business trade event for the professional beauty industry. For TSNN’s full list, visit www.tsnn.com/toplists-us.

“Being recognized for Cosmoprof North America’s growth is a testament to our strategic initiatives, commitment to professionalism, and our dedication to providing an overall event that promotes networking, business and communication between beauty professionals and distributors,” said Eric Z Horn, CMP, Trade Show Director.Cosmoprof North America will take place July 13 – 15 at the Mandalay Bay Convention Center in Las Vegas. Housing and registration for CPNA are now open. Stay tuned for regular CPNA show updates, and for more information, visit www.cosmoprofnorthamerica.com, Facebook.com/cosmoprofnorthamerica and Pinterest.com/cosmoprofna/.

Andis, leading manufacturer of grooming tools and household appliances for professionals, consumers and the hotel industry here and abroad, has announced three additions to its management team. Bruce Bock Aileen Nunez Jeffrey Wolf

Andis Appoints Iris Huang Vice President of Supply Chain

Iris Huang


IndustryNews

Garnier USA, a subsidiary of L’Oreal USA, announces Tina Fey as the new spokesperson for Garnier Skincare. Fey, who has been the face of Garnier Nutrisse hair color since 2011, now expands her relationship with Garnier in a new advertising campaign, which launched in April. Fey’s endorsement will span the entire Garnier Ultra-Lift skincare line, including moisturizers, serums and eye products. The campaign will focus on a line of new, standout anti-aging products, including Ultra-Lift Transformer, an anti-age skin corrector that fights wrinkles while restoring firmness, and Ultra-Lift Anti-Wrinkle Firming Night Cream, a natural, pro-retinol formula that continues the battle against aging as you sleep.

Grounded in the philosophy that everyone possesses their own natural beauty and has the power to make that beauty shine through, Garnier embraces the inherent self-confidence and beauty of acclaimed writer, producer, actress, mother, wife and leading funny-lady Tina Fey. Following the success of her campaign for Garnier Nutrisse hair color, it was a natural choice to expand Fey’s involvement into additional product categories. “Tina Fey has been an enormous success for us,” said David Greenberg, President of Maybelline New York, Garnier and essie. “Tina’s personality, beauty and approachability resonate with our consumer and we are thrilled to keep her in the Garnier family.” Learn more at www.garnierusa.com.

Garnier Announces Tina Fey as New Skincare Spokesperson

City of Hope’s National Professional Salon Industry will honor Harlan Kirschner of The Kirschner Group, Inc. with its 2014 Spirit of Life® Award. The Spirit of Life Award is City of Hope’s most prestigious philanthropic honor, presented annually to an industry leader who has demonstrated outstanding business and altruistic achievement. City of Hope is a leading research, treatment and education center for cancer, diabetes, HIV/AIDS and other life-threatening diseases. Kirschner will receive The Spirit of Life Award on July 12 at the Mandalay Bay, Las Vegas. This year’s event titled “Celebrating Cures” will celebrate the hope of a cure for cancer and other life-threatening diseases. This year’s event will feature live entertainment by legendary MICHAEL BOLTON. Michael Bolton has earned 2 Grammy awards, 6 American Music Awards and sold over 53 million albums worldwide. The fun-filled evening will also include a cocktail reception, gourmet dinner, auction and a special drawing for a 2014 Mini Cooper. City of Hope is a leading research, treatment and education center for cancer, diabetes and other life-threatening diseases. Designated as a comprehensive cancer center, the highest honor bestowed by the National Cancer Institute, City of Hope is a founding member of the National

Comprehensive Cancer Network. Its lifesaving research and treatment advances improve the lives of people around the nation, and numerous breakthrough cancer drugs are based on technology pioneered at City of Hope. Further, its commitment to compassionate patient care and its approach to individualized treatment are considered models for supportive care in the United States. City of Hope is based in Southern California and is ranked as one of “America’s Best Hospitals” in cancer by U.S. News & World Report. For more information, visit www.cityofhope.org or follow City of Hope on Facebook, Twitter, YouTube or flickr. The Kirschner Group, Inc. is a worldwide, sales and merchandising organization, representing manufacturers in the professional hair, skin and nail industry. Harlan Kirschner currently serves as president of City of Hope’s National Professional Salon Industry Council, a position he assumed in January 2013. He is also a board of director member for the Professional Beauty Association, chairman of the Manufacturer Leadership Council and treasurer for the Western Buying Conference for the last 16 years.

Harlan Kirschner, CEO of The Kirschner Group, Announces Entertainment for City of Hope Annual Event

Tina Fey

Relax, Rehydrate, RenewFrutique® Introduces Coconut Water Hydrating SkincareSplash into an endless summer with Coconut Water from Frutique®. The new skincare line harnesses the amazing replenishing power of pure coconut water to gently cleanse and balance skin. Paraben free and rich in vitamins, antioxidants and soothing extracts of aloe and cucumber, Frutique® Coconut Water naturally plumps the skin to soften the appearance of fine lines while preventing the formation of new ones.

Coconut Water Skincare includes:• Recharge Hydrating Face Wash: 3-in-1 cleanser, toner and

exfoliator gently removes impurities without over-drying or irritating sensitive skin.

• Refresh Hydrating Tonic Mist: Restores the skin’s natural moisture balance for better absorption of treatments and moisturizers.

• Replenish Ultra Hydrating Moisturizer: Coconut water and

• coconut oil infused formula draws moisture to the skin to decrease the appearance of wrinkles.

• Repair Hydrating Night Repair Crème: Enhances the skin’s own nighttime cell renewal process preventing the appearance of fine lines.

• Remover Makeup Remover Pads: Convenient cloth-like pads are pre-moistened with a gentle, oil-free eye makeup remover containing coconut water, chamomile and cucumber.

Frutique™ is a complete line of skincare treatments formulated from fruit extracts to replenish and boost your most important asset—your skin. For more information, please visit www.frutiqueskincare.com.

IndustryNewsNew Category Satisfies Unmet Consumer Needs and Creates Great Sales Opportunities in OTCs

The professional Beauty Association (PBA), producers of the North American Hairstyling Awards (NAHA), is proud to announce the return of Giuliana Rancic as host of the 2014 Awards Ceremony. Joined by husband Bill Rancic, this dynamic duo is sure to bring the charm, energy and excitement to the 25th Anniversary Celebration. Giuliana and Bill are one of America’s most beloved couples. Both appearing on various TV shows, and participating in philanthropic efforts, thy are quite the power couple. NAHA 2014 will be held Sunday, July 13 at the Mandalay Bay Resort in Las Vegas. The event can also be seen live via streaming video at www.modernsalon.com/naha.

Giuliana and Bill Rancic to Host 2014 North American Hairstyling Awards (NAHA)

Giuliana and Bill Rancic

Strength of Nature, the new owners of Soft & Beautiful, TCB and Proline, and the makers of African Pride, Dream Kids, Beautiful Textures, Elasta QP and Profectiv MegaGrowth, are changing the rules and revolutionizing the hair industry with the Reversible Straightening Texture Manageability ™ System now available for the little curlies! Introducing Dream Kids Detangler Miracle Reversible ™ Straightening System, this system is a little miracle for moms who are looking for styling versatility, reducing the time it takes to style their little curlies’ hair and most importantly doing it with no tears! The key to this system is the amazing amino acid-based Inner-Active ™ conditioner that is free of harsh chemicals, so it doesn’t alter your child’s hair texture- making it perfect for curly girls! Moms will celebrate whether their little one is curly, coily, wavy or relaxed, the new Reversible ™ Straightening Texture Manageability™ System gives moms (and daddies too), the freedom to create remarkable quick and easy, tangle-free styles that their little curlies will love. For the first time, achieve up to 4 to 6 weeks of long-lasting manageability without altering your child’s hair texture so she can go back to natural at any time. The secret is the Inner-Active Leave-In Conditioner, which is infused with Shea butter, olive oil and amino acids, and has no harsh chemicals. This leave-in conditioner penetrates the hair for 15-20 minutes, which causes the hair to elongate and soften, making it easier to detangle. Once the detangling process is complete, the hair is blow-dried and flat-ironed, creating silky straight hair with unmatched body and shine in a fraction of the time of most traditional straightening methods.

Here’s How it Works:Step 1: Shampoo your child’s hair.Step 2: Apply the Inner-Active Conditioner and detangle curls.Step 3: Blow-dry hair.Step 4: Flat-iron the hair to seal in the conditioning agents of the Texture Manageability System and get up to six weeks of straightness.

The result is sleek, healthy hair that’s easy for moms to manage. The Dream Kids Detangler Miracle allows users to instantly flip back to wearing their natural hair at any time by simply washing it with a clarifying shampoo. No other hair care system offers the freedom to go from free-flowing curls to bone straight and back again. This new technology is not a partial relaxer, keratin treatment or texturizer.

Softer, More Defined CurlsFor more elongated curls, The Dream Kids Detangler Miracle also helps lengthen a tight curl pattern. Simply apply the Inner-Active Conditioner and style as usual to reveal softer, smoother, less frizzy kinks, curls and waves. The Dream Kids Detangler Miracle Texture Manageability System provides the ultimate in styling versatility and manageability, with the ultimate conditioning to help hair grow naturally as beautiful coils, curls, kinks or waves.Increase Sales and Meet Consumer Needs

• As the natural market grows by 10% every year, growing numbers of mothers want to sustain their child’s natural hair. They search out products that will allow them to manage their child’s texture. Equally as important is a product that can enable moms to create age appropriate styles for their daughters without the use of harsh chemical. This will be a major win of a retailer that meets the need of the rapidly growing segment.• Gain new incremental revenues from women with natural hair (perhaps 50% of shoppers) who like to frequently or occasionally achieve straight styles, and who now have NO product alternative when using heat and a flat iron.• Gain new incremental revenues from previous relaxer users who like straight styles but are transitioning away from chemical products, and who now have a Reversible™ Straightening product that can replace the relaxer they were giving up.• Experience increased frequency of product use versus relaxer: Reversible™ Straightening is used every 4-6 weeks versus relaxer usage of every 6-8 weeks, which means a higher turn.

For more information about the Dream Kids Detangler Miracle Texture Manageability System, visit us at www.africanpridedreamkids.com.


ShowCalendar Ad Index


June:8Denver Natural Hair Care ExpoDenver, Cowww.naturalhaircareexpo.com

8-11ECRM/EPPS International Health & BeautyLas Vegas, NVwww.ecrm.marketgate.com

21Central Florida Simply NaturalHair, Beauty & Wellness Expoorlando, FLwww.orlandonaturalhairexpo.com

22-25ECRM/EPPS Skin, Cosmetics & Fragrancemiami, FLwww.ecrm.marketgate.com

23-26ECRM/EPPS Ethnic Hair Caremiami, FLwww.ecrm.marketgate.com

JuLY:

American International ...........11www.aiibeauty.com

Ampro Industries .............. Insertwww.amprogel.com

Andis Co. ................................8, 53www.andis.com

Belson ...........................................9www.belsonproducts.com

City of Hope ..................72, 73, 97

Conair ...........................................7www.conair.com

Cosmoprof North America ..BCwww.cosmoprofnorthamerica.com

Cricket ........................................23www.cricketco.com

Dream World, Inc. ....13, 20, 30, 55, 62, 74

DRM-JPC Brands ............... IFC, 1

Ecoco, Inc. .............................27, 93www.ecocoinc.com

Fantasia Ind. ...............................54www.fantasiahaircare.com

Helen of Troy ..............................41www.hotus.com

Hoyu America ...........................77www.hoyu-usa.com

Imperial Dax ..............................15www.imperialdax.com

Inspired Beauty Brands ...........91www.inspiredbeauty.com

JBS Beauty Club ..................40, 76

JBS Hair .................. 2, 3, 26, 58, 81www.jbshair.com

JF Labs/AFAM .....................14, 75www.jflabs.com

J. Strickland & Co. ...............5, 105www.jstrickland.net

Jinny Corp. ..................................97

Liquid Gold Bonding/Lloneau Products .....39www.liquidgoldbonding.com

Maxi Professional ......................80

Namaste Laboratories ....31, 101

Nature’s Protein .......................59

Oster Prof. Products ................35www.osterpro.com

Personal Care Products ..............25

Procter and Gamble ............ Insertwww.pg.com

Professional Products Unlimited ..............Cover, 49, 56, 79www.ppuinc.com

Queen Helene ........................34, 48www.queenhelene.com

RA Cosmetics ......................76, 107www.racosmetics.com

Smooth Care ................................90

SMSi-Urban Call Marketing, Inc. ......................42www.segmentedmarketing.com

SoftSheen-Carson ............108, IBCwww.softsheen-carson.com

Starlet International ...................95

Xtreme Beauty International .....................21, 63, 87www.xbi.co

12City of Hope Spirit of Life Dinner honoring Harlan KirschnerLas Vegas, NVwww.cityofhope.org/giving

12-14Chew’s Multicultural Hair Affair Expo 2014Lake Charles, LAwww.chewshairaffair.com

13North American Hairstyling AwardsLas Vegas, NVwww.probeauty.org/naha

13-15Cosmoprof North AmericaLas Vegas, NVwww.cosmoprofnorthamerica.com

13-16ECRM/EPPS Sun CareTampa Bay, FLwww.ecrm.marketgate.com

14-17Cosmobeaute Asia MalaysiaKuala Lumpur, malaysiawww.cosmobeauteasia.com

19-20World Natural Hair, Health and Beauty ExpoNew York, NYwww.nychealthandbeauty.com


Let your voice be heard! In this segment OTC Beauty Magazine wants to find out what is important to you, our loyal readers. Posing a handful of questions each month, our goal is to learn through feedback how to better serve you. We ask that you take a few minutes to share your thoughts; write responses on this sheet and mail it back to us, or send it through email.

Reader Feedback

Mail this form to: OTC Beauty Magazine, Attn: Editorial Dept.3587 Oakcliff Rd. - Doraville, GA 30340 Email: [email protected]

Name (성함) _______________________________

Store Name (스토어 이름) _____________________

State (주) _________________________________

보내실곳: OTC Beauty Magazine, Attn: Editorial Dept.3587 Oakcliff Rd. - Doraville, GA 30340 Email: [email protected]

When we receive your feedback we will choose a few answers to feature in the next month’s issue. You could be famous just by answering a few questions – simple as that! We look forward to hearing from you and thank you for supporting this publication.

보내주신 답변 중 몇몇을 뽑아 다음달에 기재하도록 하겠습니다. 몇 개의 질문에 답변을 함으로써, 여러분이 잡지에 실릴 수

있는 것입니다! 여러분의 성원에 감사 드리며, 많은 참여 부탁 드리겠습니다.

여러분의 목소리를 내세요! OTC 뷰티 매거진은 소중한 여러분의 의견을

수렴하려고 합니다. 매달 몇 가지의 질문을 통해 여러분의 의견을 듣고, 좀더

발전된 잡지를 만들고자 합니다. 약간의 시간을 내 주시어 여러분의 생각들을

전달해 주세요. 질문지에 답변을 하여 저희 사무실로 보내주시거나 이메일을

보내 주시면 됩니다. (연락처는 이 페이지 맨 밑에 있습니다)

여러분의 목소리를 내세요!

3. What tradeshows do you go to, and what do you find most valuable from attending? 3.당신은 어떤 트레이드쇼에

참가를 하며, 참석하는 동안 가장 중점을 두고 찾는 것은 무엇입니까? ______________________________________

______________________________________________________________________________________

______________________________________________________________________________________

1. Does “Back to School” time bring increased sales to your store? Do you run any specials or sales during

this season? 1.“새 학기” 시즌이 여러분 매장의 판매를 더욱 증가시킵니까? 이 시즌에 어떤 스페셜이나 세일을 실행합니까?

______________________________________________________________________________________

______________________________________________________________________________________

2. Do you use a Point of Sales system to track sales and inventory in your business? Does it help?

2.당신의 비즈니스에 관해 판매 및 재고 추적을 위한 pOs 시스템을 사용합니까? 그렇다면 그것이 도움이 됩니까?

______________________________________________________________________________________

______________________________________________________________________________________

September 2013 OTC Beauty Magazine 59


Au NAturAle ANti ShriNkAge Cleansing Conditioner a-la-Crème

SoftSheen-Carson Laboratories® is pleased to introduce the new Dark and Lovely Au Naturale Anti-Shrinkage Cleansing Conditioner A-La-Crème, an innovative moisture-rich, sulfate-free, cleansing conditioner that gently refreshes the hair and scalp while replenishing curls and coils with nourishing moisture. Featuring an exclusive anti-shrinkage recipe that delivers all-day curl elongation, the new Dark and Lovely Au Naturale Cleansing Conditioner A-La-Crème functions as a single-step process that cleanses, conditions and detangles hair simultaneously. Formulated with nourishing ingredients such as mango oil and bamboo milk, this breakthrough 3-in-1 formula provides curl definition, frizz control and more manageable hair. Unlike many co-washes in the market that just condition, this unique, multitasking formula contains ¼ cleansing and ¾ conditioning, thus delivering a cleansing element that truly washes away dirt and impurities. “Designed to streamline your hair cleansing routine, the Au Naturale Cleansing Conditioner A-La-Crème can serve as a replacement to your shampoo, conditioner and detangler,” says Mezei Jefferson, Senior Manager of Education, SoftSheen-Carson. “Without stripping the hair and scalp of natural oils, this unique, time-saving formula leaves the curl pattern defined, intact and frizz-free.” The new Cleansing Conditioner A-La-Crème truly complements the Dark and Lovely Au Naturale line, which is specially formulated to address the unique needs of naturally curly hair textures to fight curl shrinkage and frizz to elongate curls all-day. This maintenance and styling line delivers a product to meet the unmet hair care needs of a fast growing hair movement. Au Naturale has no drying alcohol, no mineral oil, no petrolatum and no parabens! Visit www.iamdarkandlovely.com.

the kids issue june 2014

Documents