July 2011

July 2011$6.00

CosmetiCally speakingDiscover how beauty, makeup and skin care all go hand-in-hand

Owners ManualTake a closer look into important issues for beauty store owners

Suna Beauty Supply

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

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

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

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

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

OTC Beauty Magazine December 2008

Beginning January 1 th

rough June 30, 2011 a

nd between

July 1 to December 30

, the two customers wh

o purchase the

highest volume of Bels

on Products (based on

the total dollar

amount) over all Jinny

locations (Chicago, A

tlanta, Dallas,

Miami and Los Angele

s) will receive a 2-year

, 15,000

mile per year lease on

a brand new 3-series

BMW.

Winners will be select

ed on July 4 and Dece

mber 31, 2011.

The purchase of Belson Products must be through the following Jinny locations:

Jinny Corp. 770-734-9222

JBS Beauty Club 678-805-3297

Jinny Corp. 847-600-3030


Jinny Corp. 214-261-3025


Jinny Corp. 786-248-3200


Jinny Corp. 323-973-7007


ATLANTA CHICAGO DALLAS MIAMI LOS ANGELES

ExCL

uSIvELy THrOuGH

Two BMwsis giving aw

ay

Jinny UniTedexclUsively Thro

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Ad_belson.indd 2 12/1/2010 3:38:42 PM

December 2008 OTC Beauty Magazine

Beautiful styles dont create themselves, but GNH by Gold N Hot styling tools can make them a reality: Steady heat straighteners for that silky-smooth treatment. Gold-plated curling irons that coax curls, flips, and volume from any hair. Dryers that set styles fast. Worldwide dual voltage for GNH tools like the fast-drying GH2274, the versatile GH2275, and the quick-styling GH3002 for styling anywhere. And all value priced or the salon stylist, or for the stylist at home.

FOR MORE INFORMATION CALL 888.738.1212 OR VISIT US AT WWW.BELSONPRODUCTS.COM

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Editorial Letter 10 Not Just Skin Deep

In Your Words 14Battle of the Sexes

MarketPlace 20Makeup Bag Essentials

Urban Call Briefs 55The Power of the Preacher

Clipper Tips 94Leverage Electricals

Therapy Trends 96Under Cover Action for Cover Ups

102 110Industry News 114 Show Calendar 122Ad Index 122Product Spotlight 128My Miracle Face Care

Miracle My Miracle Face Care

ElastaQP, Extraordinary Professional Care, proudly presents the new Soy Oyl Protein + Vitamins

line. Organic Soy Oyl infuses natural moisturizers and conditioners deep into hair to help

restore strength, manageability and shine. To learn more about this line featuring products rich

in Omega 3 and 6, protein and vitamins, visit www.elastaqp.com.

On The Cover

In Every Issue

CONTENTSJuly 2011

Feature Article Important Issues for Beauty Supply Owners 74by Ted FishmanFrom merchandising expertise to community and consumer relations, gain insight on tricks to

make your store more successful.

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Manufacturer ProfileRoyal & Langnickel 82by Haley McNealGrowing from an importer and wholesaler of natural sea sponges to eventually an art and

cosmetic brush manufacturing company it seems that Royal & Langnickel took the scenic route

to success. OTC Beauty Magazine speaks with William Dovellos to retrace the steps of their

journey through the Art of Brushes.

, Royal &

Langnickel . OTC William dovellos

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Finished ProductSunscreen 28by Haley McNealOffering more than just protection against sunburn, sunscreen is a must-have for customers of

all skin types. Learn more about this skin care superhero.

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4 OTC Beauty Magazine July 2011

The First At-Home Keratin Treatment

BEFORE AFTER 30 DAYS LATER(AIR DRIED)

C

opyr

ight

201

0 Li

quid

Ker

atin

Inc.

D E F Y Y O U R D N A

Jinny Beauty SupplyAvailable at:

Liquid Keratin totally saved my hair. Now, I nd it so much easier to style and have so many dierent options! It has cut my styling time in half, so I no longer have to do my hair 2 hours in advance. THANKS, Liquid Keratin! I am ocially addicted!

-Stephanie C.

*Results may vary according to hair type.

www.LiquidKeratin.com

Liquid Keratin is formulated without formaldehyde or other harsh chemicals. Coarse hair becomes softer and straighter. Resistant hair is safely infused with missing proteins. Previously relaxed hair becomes smoother. Whether natural or relaxed, hair is transitioned to a healthier state.

One easy application leaves hair straighter, shinier, and frizz free for as long as 30 days.

Clinically proven to reduce frizz by as much as 100% and loosen curls up to 70%*.

CONTENTSJuly 2011

KnowledgeTo Know How to Make Friends with

Faux 34by Anne Moratto

Nothing seems to make eyes pop quite like dynamic

eyelashes, even if they are faux. To heighten sales,

consider showing shoppers first-hand how to apply

them.

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The Difference in Cosmetic and Hair Care Products for Caucasian and African American Consumers 40by Dr. Edward Tony Lloneau

Multiple factors go into determining what products

are best suited for customers. Hair texture as well as

skin type and tone are just three to consider.

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The Secret to Beautiful Skin 46by Dr. Kanika Jamila Ward

Get down to the nitty-gritty of skin exfoliation and

confide in the security of moisturizing.

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Retailer ProfileSuna Beauty Supply 88by Tony Bae

Business Tips A Marketing Plan for Small Businesses 62by Bryan M. Fenske

Communicating to the world exactly what your business is, what you offer and what differentiates

you from the competition is vital to gaining and keeping customers. Find out how to market

yourself effectively.

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How to Say No the Right Way 64aby Carl Van

Saying yes to every proposition that comes your way can result in undertaking too many

responsibilities and spreading yourself too thin. Sometimes declining an offer is OK.

No Yes .

No .

See it Through from Start to Finish 68by Maria Gracia

The feeling of satisfaction that comes along with completing a task is unmatchable. Unfortunately,

its easy to get too many projects started without following each one through. End this habit today.

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CM

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CM

MY

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HB_LYT_MECH_61111_out.pdf 6/11/11 7:58:55 AM

CEO:

COO:

Editor:

Korean News Editor:

Art Director:

Advertising & SalesCoordinator:

Contributing Writers:

Columnists:

Ann Jhin

Larry Pata

Haley [email protected]

[email protected]

Tony [email protected] [email protected]

Nicole [email protected]

[email protected]

[email protected]

Jason BacaBryan M. FenskeTed FishmanMaria GraciaDr. Kanika Jamila WardDr. Edward Tony LloneauAnne MorattoKia SmithCarl Van

Lafayette JonesElayne McClaineIvan Zoot

8 8 OTC Beauty Magazine July 2011

Post Master:

Please send address changes to:OTC Beauty Magazine

Attn: Subscriptions3587 Oakcliff Rd., Doraville, GA 30340

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

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

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

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

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

Please send a check payable to OTC Beauty Magazine to:

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

Cover price is $6.00.

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

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

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

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

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

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

member is strictly prohibited.

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

OTC Beauty Magazine July 2011 10

Editorial Letter

[email protected]

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. (sunscreen)

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, Business Tip

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A womans makeup bag is often times a place men steer clear of. This sack of mystery holds everything a lady needs to achieve the pouty lips, sultry eyes, perfect cheekbones and flawless appearance she strives for. Little may she know that many of the products she uses pull double duty with anti-aging and skin care benefits. Some of your customers may not be aware of this either, so this month were arming you with the information necessary to help them make beneficial cosmetic choices. Dont completely count men out of the picture because skin care is an important factor for them as well. Especially during the summer when yard work and weekend trips seem to call their name, skin cleansing and protection from the sun should be a daily concern. Despite the common misconception, sunscreen does more than protect against sunburn, and for that reason it is a necessity for all skin types. Summer is also a time to relax and reflect, and we suggest giving thought to your individual business practices. In this issues Business Tip section, read about how to take a mid-year evaluation of your habits. Theres no doubt that makeup and skin care products keep customers healthy and beautiful, but cosmetically speaking, its not just about whats on the outside.

Not JustSkin Deep

July 2011 OTC Beauty Magazine 11

RELAX WITH THE ONLY LOW pH RELAXER CREAM**

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{OUR ROOTS MAKE US STRONGER}

HELPS PROMOTE STRONGGROWING HAIR***

newCONDITIONING RELAXER

with LOW pHRELAXER CREAM

*2X CONDITIONING, 3X SHINEVS. THE LEADING OLIVE OIL RELAXER

**Refers to the relaxer cream before it is mixed with the activator. ***Allows hair to grow longer by reducing breakage versus the leading relaxer

Low pH cream keeps relaxed hair healthier

NO Sacrifice Straightness

Mango and Soy Oils

Leaves hair feeling smooth, silky and heathy-looking

We want to hear from you! To help OTC Beauty Magazine better meet your needs, please let us know what issues are important to you, any industry questions you have and what challenges you face with customers as well as day-to-day business operations. To share your feedback, call us at 678-805-3291, send an e-mail to [email protected] or visit our Web site at www.otcbeautymagazine.com you might see your suggestion in print. We look forward to hearing from you!


In your words

Battle of the SexeS

Individual skin care needs are personal and differ depending upon skin type.

Although the routines, tips and tricks of customers may be unique, they all require

daily tender love and care. Men and women approach this need differently, but

weve found two accounts that seem to share common ground giving skin the

attention it deserves.

My Three Keys To BeauTyI have three keys to beauty: moisturize,

moisturize and moisturize. A little moisture can go a long

way! Moisture adds luster, radiance and a hint of shine that

enhances the appearance of lips, hair, nails and skin. But how

does one stay shiny and pretty?

1. Drink plenty of water! True moisture starts from the

inside out. When you are dehydrated, it shows. The results:

dry skin, chapped lips and brittle nails and hair. The more

water you partake in, the more natural moisture your body will

produce.

2. try Vicks BabyRub ointment. This is the non-

medicated form of Vicks VapoRub that combines petrolatum,

aloe extract, eucalyptus oil, lavender oil and rosemary oil. The

petrolatum (petroleum jelly) is an excellent moisturizer while

the aloe and various oils soothe the skin. Vicks BabyRub is a

great overnight moisturizer for your lips and feet.

3. try a moisturizing shampoo and conditioner.

This is great for individuals who suffer from dry hair, but

make sure the product doesnt weigh hair down and make it

look heavy. Both Aveda and Mizani have excellent products

that moisturize your hair while leaving it light and bouncy. If

your hair is chemically treated, you should also use a deep

conditioner at least once a month.

4. Use a nail conditioner. Conditioning your nails provides

them with the vitamins and nutrients they need to be beautiful

and keeps them moisturized. Some people choose to use hair

conditioners; however, cosmetic companies produce both

liquid and cream nail conditioners that will help moisturize and

condition nails.

5. aloe vera gel is a must have. While aloe vera is well-

known for its healing benefits, it is also a great and natural

skin moisturizer. Its sure to leave skin smooth, radiant and

refreshed.

Dear OTC BeauTy Magazine,

I read your magazine from time to time, and yes

Im a guy, but I like to read the articles you have

on skin and beauty. I actually believe in taking care

of myself. You can always look better and feel

younger. I am a romance cover model and feel

it is important to always keep that youthful

appearance.

Because of your beauty pointers I have an early morning

regimen that I live by. When I shower I use an Olay moisturizing

body wash with the loofah. After working up a nice lather, I rinse

then use a Dove avocado bar. I make sure to wash my face before

and after shaving.

I always shave in the shower which also exfoliates my

skin. When I am completely finished shaving I go over my face one

last time with The Body Shops Vitamin C Cleansing Face Polish.

This brightens my skin and also protects from pollutants.

After the shower, I sometimes put on a sink-in moisture

mask which I leave on for a bit while it dries onto my face. This will

help hydrate my skin.

After I remove the mask, I put on some smoothing

day cream which reduces fine aging lines, then a moisturizer with

vitamin E. I also put on an anti-aging eye balm for men around my

eyes so I dont get dark circles; I believe LOreal puts a good one

out. Finally, I use a moisturizing protective lotion which is put out

through Garnier.

OTC .

: [email protected]

: 678-805-3291

: 678-805-3292


In your words

vs

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, .

,

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3 3 . , , .

! , , , , , . ? 1) ! . . , , . 2) Vicks BabyRub Ointment . Vicks VapoRub , , (eucalyptus), , . . Vicks BabyRub . 3) . , . Aveda Mizani . , . 4) . . . , . 5) . , . .

OTC , , OTC

. . . . . Olay . , Dove . . , . Body Shops Vitamin C Cleansing Face Olish . . . . , (smoothing day ceram) , E . , (eye balm) . LOreal . , Garnier .

Stronger, Longer, Healthy HairApHogeeSystemIntroOffer!

A13140Buy Two-Step Protein Treatment 16ozGet Balancing Moisturizer 16oz plus Deep Moisture Shampoo 16oz, FREE!

Contact your local ApHogee distributor for more information or visit ApHogee.com

A13125Buy Two-Step Protein Treatment 4oz with Balancing Moisturizer 8ozSAVE 30%

A13141Buy Two-Step Protein Treatment 16oz Get Balancing Moisturizer 16oz plus Keratin & Green Tea Restructurizer 8oz, FREE!

2011

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to C

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c.

OTC Beauty Magazine December 2008 20 OTC Beauty Magazine July 2011

M A R K E T PLACE

1

2

3

4

Go Camouflage: Well, maybe not the typical huntress-of-the-night camouflage, but customers can hide imperfections to effortlessly create naturally perfect looking skin with Black Opals Total Coverage Spot & Scar Eraser. Thoroughly cover scars, acne, vitiligo, bruises, burns, spots and birthmarks with this lightweight, smudge-resistant formula that can be used anywhere on the body. Vitamins A, C and E condition skin and provide superior antioxidant protection. Visit www.blackopalbeauty.com for more information.

No More Cakey Mess: Say goodbye to thick, cakey concealers and hello to the dual-purpose Hissyfit Saving Face Foundation | Highlight. It provides buildable, creamy coverage with SPF 50 so users will never leave the house without flawless, shielded skin. Highlight, conceal and lay the foundation for beautiful skin with two of their 17 available shades. Packed with moisture and a blend of Australian daisy cehami, hydrators and natural anti-oxidants, it keeps skin healthy and happy. Learn more at www.hissyfit.com.

Hide It: No matter what may make women unhappy with her skin, they can now cover it up with The Everything Pencil Face and Body Concealer. Sure to become a staple product in purses and pockets everywhere (it works for men too), this product can hide anything. As an added bonus, it also contains vitamin E and aloe vera. Learn more about this power-packed pencil at www.JudithAugustCosmetics.com.

Mushed-up Stuff: Packaged in a burlap bag proclaiming mushed-up stuff is better for you, the Honeysuckle Blood Orange Custard Body Cream from FarmHouse Fresh proves that sophisticated fun is possible. This combination of aloe gel, suspending live strawberry fruit cells containing vitamins, potassium and magnesium, with a whipped blend of shea butter, soybean and rice bran oils creates the ultimate moisturizing agent when it is mixed, or mushed-up. Visit www.farmhousefreshgoods.com.

Makeup BagEssentials

Were giving you a glance into our own personal makeup bag to get a glimpse of the hottest cosmetic and skin care products this summer.

1234

M A R K E T PLACE


Be Water-ResistantOn the lazy summer days spent swimming and lying by the pool, the last thing women want is to worry about their mascara running. Have no fear,

ladies; Wet n Wilds MegaLength Waterproof Mascara has got your covered. Gain up to 80 percent longer-looking lashes with this special blend of

waxes that lavishly lifts and lengthens for a stay-put, defined look. Jump in at www.wnwbeauty.com.

Survive Stretch MarksThroughout pregnancy skin is always changing and stretch marks

are dreaded, but Mustelas new Stretch Mark Survival Set now

gives moms-to-be all they need to prevent and minimize these

unwanted scars. With products to reduce the size, depth and

color of stretch marks during or after pregnancy as well as keep

skin moisturized and in optimal condition, this set keeps moms

prepared. To learn more, go to www.mustelaUSA.com.

Hand Creams Go GreenNatures Gate, a company long dedicated to developing personal care

products based upon botanical remedies and earth-loving principles

adds its first hand products to the brand: Natures Gate Herbal Blend

Hand Creams. By combining certified organic shea butter, soybean oil

and sunflower oil with botanical extracts to deeply hydrate, nourish

and pamper dry skin, customers wont be able to keep their paws off

of it. Visit www.natures-gate.com for more details.


Man UpAmong all these cosmetics weve found something just

for men: the new Babyliss for Men line from Conair. Five

units total make up this collection, two of which are the

i-stubble, allowing men to maintain the shadow look

year-round and the Easy Cut, putting men in charge of

their own hairstyle. The 10 in 1 Pivotal Grooming System

also lets the user change his entire facial look as often as

hed like. This line can be found in retail stores as early as

August 1. Visit www.babyliss.co.uk/men.html.

M A R K E T PLACE


Silky SmoothSkintimate, the no. 1 womens shave prep brand gets fashionable

by dressing its products in one of four Limited Edition cans, designed

exclusively by New York fashion designer Mara Hoffman. Making

the already fabulous smelling and efficiently formulated shave gels

even more chic, these cans add a splash of style to your daily beauty

routine. The bold, colorful visual appeal may make shaving seem like

less of a chore. For more information, visit www.skintimate.com.

Play DefenseDaily sun and environmental exposure is tough on skin. Every day

skin faces free radical attack, accelerating the aging process, but the

JASN C-Effects line helps defend against it. This newly renovated

collection places its Multi-Antioxidant Complex, powered by the most

deeply penetrating form of natural vitamin C, Ester-C, on the front

line. Each formula is designed to reveal younger, healthier looking skin

day after day. Find more details at www.Jason-Natural.com.


Go all NaturalAlba Botanica has a new and improved skin care renovation that

harnesses the power of natural ocean ingredients for a more even

complexion. Formerly known as the Advanced line, the new Natural

Even Advanced line boasts eight reformulated and repackaged

products that target uneven pigmentation to improved skin

clarity and tone. The hypo-allergenic formulas feature a naturally

powerful, vitamin-rich Marine Complex to stimulate, hydrate and

nourish skin cells. Learn more at www.AlbaBotanica.com.

Bask in Island ScentsClose your eyes while smelling Ola Hawaiis Solid Fragrance Sticks and

you will be transported to a hammock by the island water and adorned

with a lei. These fragrance sticks are packaged in a coconut wood case

and are a perfect blend of sweet and seductive. They also promote

well being and relaxation through balance and clarifying aromatherapy,

leaving your skin delicately scented with the lasting, exotic and

mysterious scents of the islands. Visit www.hawaiianbodyproducts.com

to get away.

Trendy WavesKeeping with current trends, R&R Corp. introduces its new line of products,

Organic Natural Curly-n-Wavy. Formulated especially for curly hair, this

line provides the necessary vitamins and natural oil ingredients to maintain

beautiful and healthy locks. These products can be applied to Remi hair,

lace wigs, synthetic and natural hair, all with great results. Learn more at

www.thenextimage.com or call 301-987-8949.



M A R K E T PLACE


Smooth OperatorPay no mind to minor to moderate skin flaws such as rosacea,

redness, uneven skin tone and minor acne scars thanks to

Dermablends Smooth Indulgence Foundation. Providing a

radiant, even complexion for up to 12 hours, this lightweight

makeup leaves a flawless matte finish. SPF 20 Sunscreen is

also added for sun protection. Visit www.dermablend.com for

additional information and to see available shades.

Fall Under the SpellCustomers can add a little fantasy to their

beauty regime all year round with J & D

Beautys Diva Tweeze Fairy Tales. Made with

surgical grade steel tips and precisely aligned

to grab even the tiniest hairs, Diva Tweeze

are professional quality tweezers, setting

users up for perfection every time. Theres

a fairy to match everyones unique style;

unleash the diva within with one of these

four sassy ladies. For more information, visit

www.ts2products.com/divatweeze.

Let True Color ShineBlack Opals True Color Lipstick is a highly pigmented,

moisturizing product that delivers rich, long-lasting color.

When applied, microencapsulated pigments burst onto lips and

help keep color vivid throughout the day. The long-lasting,

lightweight formula is a combination of nourishing lip care and

color in one, leaving lips hydrated, healthy and beautiful. Go

online to www.blackopalbeauty.com to learn more.


prht.ad.OTC.Wave.PR3084 copy.pdf 1 5/13/11 5:00 PM

of e

the beauty of

2011 ONE 'N ONLY

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One 'n Only brings its pure Moroccan argan oil to a collection of haircare products

and styling tools. Argan Heat uses innovative technology to infuse argan oil right into

the ceramic surfaces of dryers and irons, and joins a full haircare line to provide stylists with

everything they need in their quest for extraordinary hair!

All art prints CMYK.

OtherInstructions:Hi res in placeBleed all sides

COLOR BREAK

PRINTING INKS

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Agency: Con-Ad 1 Cumm

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Client: Rusk Ad#: ArganFamilySP11_1 Publication: OTC Beauty Date June 2011

A Size: 18" x 11.75" Bleed Page: 18.5" x 12.25" Caption: The Power of Argan Oil

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Finished Product



Summer is in full swing and it seems as though a fun-in-the-sun, laid back attitude abounds. With the refreshing warmth of the season comes the urge to get out and soak in the suns energy, but dont throw all cares aside; it is important to keep skin care and safety in mind at all times. The last thing your customers want is to spend the summer in pain, so be sure to remind them to pack their sunscreen before heading outdoors. Sunscreens are lotions, gels, sprays or other topical products that are designed to absorb, scatter and reflect ultraviolet (UV) radiation from the sun that reaches the skin. With this form of protection sunburns are avoided, ensuring that users enjoy their time in the sun without regretting it later.

Why Sunscreen WorksThese power-packed lotions and sprays are formulated to act like the skins superhero defense system. They block out harmful UVB rays from reaching the oh-so-beautiful skin everyone works so hard to protect and keep healt hy. With a variety of ingredients designed to deflect harmful rays from the epidermis, these products are full of benefits. The list of ingredients within these items can become a little overwhelming at first glance as it contains an array of complex, chemical names. A few that buyers should be on the lookout for are those that the American Academy of Dermatology (AAD) recommends. These include avobenzone, cinoxate, ecamsule, menthyl anthranilate, octyl methoxycinnamate, octyl salicylate, oxybenzone and sulisobenzone. In a study by the nonprofit Environmental Working Group, their top sunscreens contained either zinc oxide or titanium dioxide, two ingredients that are said to block UVA rays. Although products with these chemicals are preferred by professionals, the use of any sunscreen is better than none at all. Another factor to be aware of when selecting a sunscreen is the SPF, or sun protection factor. This number indicates how well the product deflects UVB rays. It is measured by how long it takes skin that it has been applied to burn, compared to skin that has not been treated. In theory, the product with the highest SPF is the most effective. However, there is still reason why consumers are a little skeptical about the overall effectiveness of sunscreen. The fact that SPF measures its ability to protect against only UVB rays and not necessarily UVA rays (these can penetrate deep into skin, suppress the immune system and increase the risk of aging) has some people worried. Dr. Otis Brawley, the chief medical officer of the American Cancer Society sees this as giving consumers a false sense of security. Sunscreen wearers are urged to limit exposure to the sun since total protection is not yet available; scientists are working to get it covered by developing more full-spectrum formulas (meaning they protect from both kinds of rays).

. , . , , . , , , , . .

. , UVB . . , . America Academy of Dermatology(AAD) . avobenzone, cinoxate, ecamsule, menthyl anthranilate, octyl methoxycinnamate, octyl salicylate, oxybenzone, sulisobenzone . , , UVA . , .

SPF .

, UVB . . SPF . . SPF UVB , UVA( ) . American Cancer Society Otis Brawley , . , .

Sunscreen does not protect against only sunburn.


Finished Product

Is Sunscreen for Everyone?The Food and Drug Administration (FDA) classifies skin types into six categories ranging from fair, which burns easily, to sun-insensitive deeply pigmented that never burns. Although they are all different and may require varying degrees of protection, consumers of each skin type should be mindful of the suns dangers and what they can do to shield themselves from them. You may be wondering why multicultural consumers should be concerned with the use of sunscreen, and the answer is simple it does not protect against only sunburn. Daily use of sunscreen may reduce the risk of developing melanoma, a form of skin cancer. So although sun-burn may not be a direct concern for customers, protection against this disease should be. Additionally, prolonged exposure to the sun can cause skin care damage beyond burns. The development of wrinkles, sun spots and other signs of aging can be accelerated by becoming a victim to the suns powerful rays. This is why instead of only aloe vera products which are marketed to ease the pain of sunburn and repair skin, other cosmetic lotions and creams may receive increased sales as a result of damage from the sun.

Selecting the Best Type of ProductIn todays market there is quite an array of sun protection forms available. From traditional lotions to aerosol sprays and waterproof to regular grade, there is something for everyone. Lifestyle is definitely a factor to consider when choosing what type of sunscreen to purchase. On a Saturday when yard-work or a day trip with the family is planned, a lotion may be the best bet to ensure complete coverage and easy re-application. On the other hand, a relaxing afternoon spent lounging on the beach or by the pool may call for a waterproof selection. With all that time spent in the sun, one just might decide to cool off in the water. They would want to make sure they stay covered both on land and among the waves.

Continuous ProtectionYes, sunscreen defends against the suns dark side (meaning the effects it could have on both your skin and overall health), but there are also other things people can do to stay safe. Wearing UV protective clothing can help shield from harmful rays. Limiting exposure to the sun is also effective, especially during peak hours of 10 a.m. to 4 p.m. This precaution should be taken year-round and even during overcast days. This lotion should also be worn during normal activities, so it wouldnt be a bad idea to suggest customers add sunscreen application to their daily morning routine. Applied under make-up, it can still help protect their face. You may even want to look into selling moisturizers that contain sunscreen, offering an effective two-in-one product. Eyes are also easily forgotten when it comes to sun care. Sun rays pose dangers to skin but they can also affect eye health. For this reason, urge buyers to throw sunglasses into their beach bag or purse along with sunscreen. Skin care and overall health is an important issue to everyone, so be sure to equip your customers with the products they need in order to take the heat this season.

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ETOB5420_AD1_M01.indd 1 6/7/11 5:44 PM

Give Your Hair a

NEW

by Anne Moratto

K-t-KKnowledge to Know


How to Make Friends with

Faux False eyelashes create true demand. Lashes have moved beyond special occasion or wedding day wear, and today, many women incorporate them into their everyday makeup routines. Take some time to teach your new and existing customers about the beauty of faux lashes. For a beauty supply distributor, lashes are a dream to demonstrate as they require so little room. Simply set up a makeup chair or bar stool and do ongoing lash application demos. Your existing customersthe makeup artists, salon professionals or estheticiansknow that a lash application is an ideal add-on service. A demonstration will remind them that when they bring lashes into their salon or spa they will see eye-opening results.

. , . . . . , . .


K-t-K

Strip Lash Class:1. Remove the lash from the tray by pressing the lash with your thumb against the tray in a downward sweeping motion until it comes away from the tray; never pick at the band, as you will loosen the hair strands and it will lose its shape.

2. Tweezers are your friendtheyll allow you to hold the lash without blocking your view. Pick up the lash from the center and place it on top of the lash. Eyes and lash strips are not created equal; they are all different shapes and sizes. Align the lash to at the inner corner and then cut off any excess towards the outside of the band.

3. Once youve sized the lashes, apply a thin strip of adhesive to the band. You dont need gobs! You can gently squeeze the tube in one hand while slowly gliding the lash with your other hand across the bead of glue. If that doesnt sound good, try squeezing a drop onto the tray and use either the tip of a makeup brush or an orangewood stick to apply the adhesive to the band. Both methods work well. Give the adhesive about 30 seconds to set.

4. If your tweezers are directly in the center of the lash and you align the tweezers with the center of your eye, youll get it right the very first time. Just set the strip on top of the lash, in the center of the eye and either using the tip of your tweezers or your finger tips, gently push down across the band to secure, and then hold the corners down for a few seconds. Do the same with the other eye and youre done. The adhesive dries completely within a minute or so. No curling, no smudging, no clumps, just great looking lashes.

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Cluster Class and Individual InstructionWhen we talk about individual lashes, there are two versions: the true single lashes and then lash clusters, which are several lashes knotted together. They can be added to the entire length of the eye or just add a few clusters to the outside corners of eyes. These lashes are permanently curled, waterproof, easy to apply, and comfortable to wear. They are so natural your clients will forget they are wearing them.

The instructions below can work for both single lashes and clusters:

1. When applying individual lashes, do so after putting on any face or eye makeup. Lashes are like your evening coat the last thing you put on before heading out the door!

2. First apply a thin line of black eyeliner to the upper lid, right over natural lashes. This ensures that skin doesnt show between the real lash line and the false lashes.

3. Squeeze a tiny drop of adhesive specifically designed for use with individual lashes onto foil or a disposable plastic plate, dipping the tip of each lash into the glue. Let the glue dry for a minute before applying. This trick allows the glue time to get tacky for better adhesion.

4. Use tweezers to pick up a single lash or single lash cluster and lay it on the lid at the natural lash line. Insert individual lashes between natural lashes spacing them a little less than 1/4 apart, starting at the outer corner of the eye and working inward, to the middle of the eye. Let lashes set for a couple minutes. Continue this step until you achieve the desired affect. Apply a coat of mascara to blend the false lashes with the real.

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Anne Moratto is the Director of Public Relations and Advertising for American International Industries, the parent company of Ardell and Andrea Faux Lashes, staples in the beauty industry for 40 years. She works with makeup artists, stylists and celebrities who clamor for the glamour of faux lashes. Learn more at her company website: www.aiibeauty.com or contact Anne at [email protected].

by Dr. Edward Tony Lloneau



The Difference in Cosmetic and Hair Care Productsfor Caucasian and African American Consumers There is more than just color involved in the manufacturing of skin care cosmetics for the African American market. However it is important because of the different skin tone varieties that exist, from very light to extremely dark with many shades in between. For this reason there are many more colors and shades to choose from than there are for the general non-ethnic market, but color is only one of the factors in understanding the production of skin care cosmetics designed for African American consumers. These skin care cosmetics contain less oils and the reason why is shown in the next paragraph.

. , , , , . , .


K-t-K

African American people have naturally oily skin derived from their original African heritage in a region of the world where the climate is hostile from extreme heat and humidity, due to being geographically close to the equator. Oily skin is the God given gift to cool the skin in order to survive in that part of the world. Therefore, skin care cosmetics designed for these consumers have less oil content than those designed for the general market. The hair of African American people is coarser and thicker for the reasons listed above, to protect the scalp from the thick vegetations that grow is that region and to protect the scalp from the heat of the sun. Caucasians consistently complain of oily or greasy hair conditions and African Americans seldom, if ever, have this problem. In fact, they usually complain of just the opposite. The reason for this is due to the structure of kinky or overly curly hair being able to absorb much more oil than naturally straight hair. The truth of the matter is black skin and scalp produces up to three times as much natural oils and sebum as white. Curly, wavy and kinky hair has up to five times as much sulfur bonds as straight hair. These bonds soak up and hold the natural oils (sebum) or artificially applied oils that are able to penetrate the hair shaft. This is why there are few complaints concerning greasy buildup on people with these grades of hair. People with naturally straight hair, especially blond or red hair, have fewer bonds in the hair to absorb scalp oils. There are several facts that prove this. One is that in almost every case, if you compared the skin tone of an elderly African American person with that of a Caucasian of equal age living under the same climatic conditions and lifestyle, the African American will just about always look years younger. The reason why is because when we all perspire, salt (a saline solution) and sebum (oils) are secreted along with moisture. When more sebum is extracted, the salt is held in suspension by the oils, thereby disallowing it to make direct contact with the skin where it could dry out the skin of natural moisture and cause premature aging of the skin.

, . . , . , . . , . , . 3 . , , . , . . , , . . , . , , .

The truth of the matter is black skin and scalp produces up to three times as much natural oils and sebum as white.

K-t-K


Dr. Edward Tony Lloneau received his doctoral from the National Beauty Culturist League (N.B.C.L.), and sanctioned through Howard University in Washington, D.C. in 1985. Lloneau attended the institute as both a student and instructor. His specialized field of study is Tricology as it relates to ethnic cosmetology. He has written several books on this subject, and has authored many articles in trade magazine drawing attention to some of the pitfalls and professional related problems that ethnic cosmetologist and students encounter on a daily basis. Contact Dr. Lloneau at [email protected] or call 310-323-7100.

Here is a good example of this difference: if both an African American and Caucasian patron were given a permanent curl or wave using the same brand of product and followed the same procedure of application, they could not maintain their hair using identical home hair care products. The product used to maintain the care and condition of the African American patrons hair would be too oily for the Caucasian patron. The product used by the one person would be too drying and ineffectual for the other. In the hair care industry, products manufactured for the African American consumer always contain more oils than those for the general market. In the cosmetic industry, skin care products designed for consumers of this ethnicity contain less oils and emollients than those for the general market. This is because African American skin and scalps have more active oil producing sebaceous glands than Caucasians, not less as described in most cosmetology text books.

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by Dr. Kanika Jamila Ward



Everyone wants to know what the secret to flawless skin is. The first thing that comes to mind is prevention and protection. This can be easily obtained with a daily and weekly skin care regimen that is simple to follow. All you need is the will to commit a little time out of each day to it as well as the discipline to stay the course and follow through with the process. Use these pointers to guide customers along the path to beautiful, radiant skin.

. . , . . .

The Secret to Beautiful Skin


K-t-K

PreventionExfoliate. Exfoliate. Exfoliate. I cannot say it enough. To keep an even complexion free of scars and hyperpigmentation, a natural glow and a good balance of oil production in the skin, exfoliation must take place. There are a few ways to accomplish this procedure. The process of exfoliation is the sloughing off of a superficial top layer of dead skin cells. Every day we shed skin cells regardless of whether or not we exfoliate, and the cells are always regenerating. Every seven years the entire body changes through the production of billions of cells. This is why hair and skin texture changes. This process can be sped up by using a facial brush, products with enzymes, acids also known as chemical peels or a mechanical scrub. Enzymes can break down the surface layers of the skin without any aggressive exfoliation. Enzymes of pineapple, papaya and pumpkin are examples of exfoliators that can dissolve this superficial layer of skin with a simple application to the skin. Alpha-hydroxy acids or fruit acids are very good for every other day usage. The skin on the face is very sensitive so this type of exfoliant works very well. A scrub with pumice, sugar or salt is best fitting for body exfoliation. These products can be used daily in the shower or as a professional service in a day spa. Consumers with super sensitive skin that cannot take exposure to a lot of products without experiencing adverse reactions may find the use of a facial brush with soft bristles refreshing. It can be used by simply rotating the brush with a hand in a circular massaging motion. This works as an excellent preventative measure for men who experience razor bumps or ingrown hairs.

ProtectionSkin is exposed to so much in the atmosphere. Depending on work environments and where someone lives, there are things in the air that skin needs protection from. Long term exposure to the suns rays is usually what is concentrated on when it comes to skin protection. There are many other elements that we need to take in to consideration as well. Pollution, for instance, is a main contributor to the air quality that not only our lungs, but also the pores in our skin breathe. If we use moisturizers filled with ingredients that protect our skin such as SPF, shea butter, and vitamin E, we will have a protective barrier on the skin to ward off harmful pollution and UV rays. It is essential that the moisturizer used specifically fits your skin type. Dry skin needs a heavier moisturizer, sensitive skin needs fragrance-free or hypoallergenic ingredients, and oily skin requires a light, water based moisturizer. These regulations

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Dr. Kanika Jamila Ward is a naturopath, aesthetician, owner of Kosmik Kare Day Spa, manufacturer of Khemistry Kosmetiks, beauty educator and author of The Kosmik Kare Detox Manual: A Journey to Self-Healing. Visit www.kosmik-kare.com or www.khemistrykosmetiks.com and contact Kanika at [email protected].

are very important. If the wrong moisturizer is used the result could be clogged pores or dehydrated skin. Drinking water and using a pH balanced toner helps with moisture and dehydration issues. The more oily skin is the less of a chance it has of aging prematurely. Once the skin starts to dry and losses its elasticity, the aging process begins. Skin types typically change with the seasons. For example, in the summer months a person can go from a combination skin type with an oily T-zone to an oily skin type with both oily cheeks and T-zone. The T-zone is in the middle of the face including the chin, nose and forehead.

From the Inside OutPrevention and protection are key to having flawless skin. You have to be willing to take the time to pay attention to ingredients. Dedication to a clear, sound skin care regimen with the appropriate moisturizer, toner and exfoliator is also essential. Drink lots of water each day and remember that a water intake of half your weight in ounces each day will keep your insides, as well as your outside, flushed. Ultimately, skin is a reflection of what is going on internally so having good nutrition and a balanced diet is the best thing you can do for your skin.

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Urban Call Briefsby Lafayette Jones

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

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

Lafayette Jones

Forward thinking retailers, merchandisers and manufacturers have long recognized the power of the African-American church. Along with music, art and cuisine it is a key pillar of African-American culture. If you want to find black consumers on Sunday, church is the place

to look. It is estimated that 60 percent of African-Americans attend religious services. Companies who want to sample products find that doing so through ethnic churches creates extremely favorable results. For as long as African-Americans have occupied this country, faith and religion provide a strong sense of unity and love that have been the ties that bind. Ministers, elect men and women, have been relied upon for guidance and direction. Some, like the Rev. Al Sharpton, Rev. Jesse Jackson, Sr. and the Pastor Shirley Caesar have extended their influence beyond the pulpit and have made social and political statements. Some like Pastor Fred Price, Jr. and Dr. Dorinda Clark-Cole are carrying on a family tradition of being in ministry. Many pastors like Rev. Creflo Dollar and Pastor T.D. Jakes have become celebrities in their own right. Below are a few of the more well known ministers who are themselves cultural icons.

The Power of the Preacher

Ministers play key roles in black coMMunities

continued on the next page

Urban Call Briefs

56 OTC Beauty Magazine July 2011 continued to p58

2. Dr. Dorinda Clark-ColeChurch/Organization: International Church of God in ChristLocation: Detroit, Mich.Website: www.dorindaclarkcole.netBackground: She has been called the Rose of Gospel, the church girl, and evangelist. The three time Grammy award winner singer, wife and mother juggles hundreds of speaking engagements annually. She ministers nationally as well as internationally in countries such as England, Japan, Germany, France, Korea and South Africa. In her church Dr. Cole is Assistant to the Elect Lady of the Evangelism Department.

3. Bishop T.D. JakesChurch/Organization: Pastor of The Potters House Location: Dallas, TexasWebsite: www.lightsource.comBackground: A church and spiritual shepherd to millions around the world, Pastor Jakes began his ministry in a small West Virginia church. That ministry has now grown into what Christianity Today calls one of Americas fastest growing mega-churches and CNN calls the Smart Church of the 21st Century. Time Magazine once designated him Americas Best Preacher.

4. Pastor Fred Price, Jr. Church/Organization: Crenshaw Christian CenterLocation: Los Angeles, Calif.Website: www.crenshawchristiancenter.net Background: The son of world-renowned teachers and ministers, Apostle Frederick K.C. Price and Dr. Betty R. Price, Pastor Fred has served side-by-side with his trailblazing parents. At the age of 17, he started on the road to ministry.

1. Rev. Alfred SharptonChurch/Organization: National Youth Movement, National Action Network Location: New York City, N.Y.Website: www.nationalactionnetwork.netBackground: Reverend Al Sharpton has been preaching since age four. He was licensed and ordained at age nine. He has been active in voter registration and youth work, worked with boxing promoter Don King and recorded God Smiled on Me with singer James Brown. His direct action and civil disobedience campaigns have brought attention to injustice in many areas. He ran for the office of president of the United States once.

231 4

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7. Bishop Noel JonesChurch/Organization: Pentecostal Assemblies of the WorldLocation: Carson, Calif.Website: www.noeljonesministries.org

Background: A columnist in Gospel Today Magazine, Bishop Jones is also a frequent guest on Trinity Broadcasting Network (TBN) and has appeared as a panelist on both C-SPAN and NPR. He has preached across the world and has published a book, The Battle for the Mind (How You Can Understand the Thoughts of God). He has served on the board of directors of the California District Council 16th Episcopal District of the Pentecostal Assemblies of the World, Inc.


5. Rev. Jesse Jackson, Sr. Church/Organization: Rainbow PUSH CoalitionWebsite: www.rainbowpush.org Background: The Reverend Jesse Louis Jackson, Sr. is a civil rights leader who received the Presidential Medal of Freedom from former U.S. President Bill Clinton. He has more than 40 honorary doctorate degrees; he has lectured at numerous colleges and ran for president of the United States twice. His namesake, the Rev. Jesse Jackson, Jr. is a congressman from Illinois.

6. Pastor Jamal BryantChurch/Organization: The Empowerment Temple Location: Baltimore, Md.Website: www.jamalbryant.orgBackground: With the support of 43 people who met in his home for Bible study, Dr. Bryant founded his church and held its first service on Easter Sunday, April 22, 2000, in a Baltimore City banquet hall. Today 6,000 members attend the fastest growing church in the A.M.E. denomination. Pastor Bryant formerly served as the director of the NAACPs youth and college division.

8. Pastor Shirley CaesarChurch/Organization: Mount Calvary Word of Faith Church; Shirley Caesar Outreach MinistriesLocation: Raleigh-Durham, N.C. Website: www.shirleycaesar.comBackground: Gospel singer Shirley Caesar ministers through her music at 150 concerts per year. She does volunteer work for the poor, has won numerous Grammy awards, and recorded over 30 albums. She has won 18 Dove awards, the Gospel Music Associations highest tribute, and was inducted into the Gospel Hall of Fame. She was the first female gospel artist to perform at Harvard University. When she served on the Durham City Council, she concentrated her efforts on housing and care for the poor and elderly.

9. Rev. Creflo DollarChurch/Organization: World Changers Church International (WCCI)Location: College Park, Ga.Website: www.creflodollarministries.orgBackground: Dollar held the churchs first worship service in the cafeteria of an elementary school with eight people in attendance. His headquarters church now serves nearly 30,000 members. In New York 6,000 worshippers attend each week; satellite churches are in Los Angeles, Calif.; Indianapolis, Ind.; Washington, D.C.; Cleveland, Ohio; Dallas and Houston in Texas; Brooklyn and Queens, N.Y.; Kansas City, Mo. and in Georgia in the cities of Carrollton, Norcross, Macon and Marietta.

586

9

Ran for president of the United States twice

Won 18 Dove awards

Serves nearly 30,000 members

continued from p56


Business Tipsby Maria Gracia

We all have lists of projects and to-do lists that we know should get done, but they often get neglected.

See it Through from Start to Finish

. continued to p64

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We never get around to them. Theres never enough time. We plan to start tomorrow. There are always too many distractions. The list of excuses could go on and on. Use these tips to get motivated to start your projects and to stay motivated enough to see them through to completion.

Eat One Bite at a Time Many people stop in the middle of a project because they get frustrated or bored with the size of the project at hand and decide it would be easier to do something else. Break your goals down into smaller mini goals that can be accomplished in a small amount of time. Youll be certain to finish these smaller tasks and feel a sense of accomplishment that will push you to continue.

Make it VisualMany charities and organizations draw a vertical thermometer with incremental goals to help them visualize their progress toward a financial goal. You can do the same thing with your project or goal. On a sheet of poster board, draw your own thermometer. Indicate your starting point on the bottom, your completion point on the top, and incremental goals along the side. Place it where youll see it daily and fill it in as you complete each mini goal.

Night Owl or Early Bird?Figure out when youre most focused. Some people can easily focus in the morning and like being able to get things done and out of the way. Others work better in the afternoon and evening when they feel a little more awake. Decide when your most productive time is and schedule your tasks accordingly.

Set RemindersKeep your attention on one thing at a time and set a timer to go off every 15 minutes. When the timer goes off, if youve strayed from your original project, get back to it right away. Keep setting the timer until youve reached your goal for the day.

Try to Beat the ClockCompetition is often a great motivator for many of us. You can create your own competition by setting a timer and trying to complete your task(s) before the timer sounds. You can do the same thing with a favorite CD. Listen to the CD while you work (as long as its not distracting) and try to get your work done before the CD is done.

Eliminate InterruptionsWhen youre ready to work, have your answering machine or voicemail field your calls. Turn off the television. Put a Do Not Disturb sign on your door. Resist the urge to constantly check your e-mail. The less youre interrupted, the quicker youll get your project completed.

Write it DownWrite down what needs to be done. When its written down, its more concrete, and theres a greater chance youll start and complete it. It will

Figure out when youre most

focused.

July 2011 OTC Beauty Magazine 64a

also be a great reminder of everything you have accomplished as you cross off tasks as they are completed.

Be AccountableTell someone what your goal is. Tell them when youll accomplish it by. They can be your cheerleader and make you accountable for sticking to your word. Check in with them during long-term projects to let them know if youre on track and to receive the necessary encouragement.

Set DeadlinesOften we say, Ill get to it when I have time. You wont have time to get everything done, unless you schedule time. Set specific deadlines for each of your mini-goals and stick to them.

Its Ok to Say NoWhen you are approached to be on a committee or just spend the afternoon with a friend, weigh the options. If youre too busy and saying yes would add too much stress, its ok to gracefully say no. You dont have to say no every time. Just know your limits.

Get HelpDelegate tasks to friends, family members, co-workers, etc. If there is a part of your project that can be accomplished just as well by someone else, ask them to take on that part. If it is something that you can work on side-by-side, ask them to work on it with you.

Reward YourselfTo stay motivated, give yourself a reward each time you complete a mini-goal by its deadline. These rewards should be somewhat simple. They could include a chore free day, taking a nap in the hammock, treating yourself to a piece of cake for desert, or a nice lunch. Your final reward should be the one that is most enticing to you. Plan your rewards before you get started so you know what youre working towards and stay motivated.

Maria Gracia is an author, speaker, consultant, professional organizer and founder of Get Organized Now! who specializes in helping people get better organized to live the kind of stress-free life theyve always dreamed of. Contact Maria at [email protected] or visit her website at www.getorganizednow.com.

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64b OTC Beauty Magazine July 2011

Business Tipsby Carl Van

We all have to say no at times. Some people find it easier than others, but what is interesting is that almost all of us struggle with the right way to say it.

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How to Say

the Right WayNo

No


How to Say



People who hate to say no find it hard to do and sometimes do much worse than hurt someones feelings they either dont say anything, which passively sends an incorrect message of yes, or they say no in such a way that the other person doesnt really know what is being said, sending the message of maybe. People who dont mind saying no dont find it hard to do, but can lack the skills to do it gracefully and very often instill hard feelings, even when that is not their intent. For those of you who do not have a problem saying no, but need a little guidance on how to say it more effectively, here are some tips.

Tip #1: Im Sorry doesnt have to mean you are really sorry. A little empathy can go a long way.

Tip #2: Repeat back to the other person their point of view. That will allow them to listen to yours. Once you prove to someone you understand their point of view by repeating it back to them they can stop explaining it over and over again.

Tip #3: You dont have to prove to someone that the situation is their fault. Most people just want empathy, not for you to take the blame. If possible, take their side as much as you can, but return to the situation at hand.

Tip #4: Show the other person you wish it could be different. Telling someone, I wish I could do this for youhowever, I just cant is much more powerful than, I wont do this for you because I dont have to.

Tip #5: Help solve the problem in another way if possible. Even if alternatives arent the answer, the fact that you offered them shows you care. Most people, when being told no, can take it a little better if it is coming from someone who seems to genuinely care.

Tip #6: Avoid the word but when empathizing. When you say, I understand, but what the other person hears is, I dont understand.

Using the tips above, you can say no and avoid conflict. Remember, saying no doesnt have to create bad feelings if you show a little empathy. Follow these simple tips and you might just get a little less resistance from people.

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Carl Van is a Professional Public Speaker and business course designer as well as the President and CEO of his own international training company. He trains and speaks to audiences all over the United States and Canada on soft skills such as customer service and branding, negotiations, time management and gaining cooperation. His new book, Gaining Cooperation is available on Amazon.com. Mr. Van is available for guest speaking and can be reached at 504-393-4570, www.CarlVan.org or www.facebook.com/carlvanspeaker.

Marketing by definition encompasses many things and the word is often confused with or considered a synonym for, the word advertising.


Business Tipsby Bryan M. Fenske Courtesy of articlesbase.com

A Marketing Planfor Small Businesses

, . continued to p72



Bryan Fenske, Founder of The Online Business Coach has personally been involved in starting more than 30 businesses in 14 industries over the past 35 years. He has continued to grow in knowledge of what it takes to start, run and own a successful business and his goal is to guide you to success in yours. Contact Bryan at [email protected].

Advertising, like sales or sales training is simply a subsection of marketing. Marketing is the activity and process for creating, communicating, and delivering a product or service that has value for the end user your customer. When completed, your marketing plan will direct sales techniques and provide the process for communicating the values, image and message of your small business. It is used to identify the customer, satisfy the customer, and keep the customer. So where should you begin? With Market Research. You have to know who the target customer of your business is. Without that, how could you plan advertising or even stock your shelves with the right products? Then as a result of identifying your target customer, analyze your competitive status. For example, if you are going to sell a specific product to a certain customer and another business is currently providing a similar product, what is your competitive advantage that turns the customer to you? Is it price? Better service? Both? How will you effectively communicate that to your prospect? This research is critical not only before the start of a business, but is necessary to stay on top of that research on a regular basis. Large companies such as Wal-Mart and Costco shop each other on a constant basis. They have people going into each others stores and to record prices and everything else relative to competition. They are then taking that back to the marketing department to determine how to compete and the marketing strategies are then developed. If your start-up business has either a store or a sales office, marketing includes the first impression youll have on customers. Keep in mind that this is the first thing your customer sees, hears and smells. This includes everything from overall cleanliness, keeping your sidewalks and windows clean and ensuring staff remains professional with language, clothing, etc. When it comes to your business signage remember the job of a sign is to direct. It needs to catch attention, have a clear message, and has to be thought through in terms of the speed of travel as people pass your sign. If its going to primarily be seen by people driving by, just give them clear points to remember your message. An in-store sign can obviously have more detail. We started a business years ago selling houses in an area where streets hadnt yet been paved. Before the show homes were built people came to a trailer via a gravel road. Since the trailer was a compromise to start with we were determined to make a good impression when they arrived. So we overspent on signage. We overspent on brochures. We overspent on the pictures and renderings of the houses inside the trailer. They soon forgot that they were in a trailer and started to embrace the product that we were selling. We outsold our competitors with completed show homes by 2 to 1! Knowing what sets your new business apart from the competition, making sure youll create a great first impression and establishing a clear message are essential to the success of your overall marketing efforts.

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Large companies such as Wal-Mart and Costco shop each other on a constant basis.


K-t-K


Featureby Ted Fishman

ImportantIssuesfor

Beauty Supply Owners

75July 2011 OTC Beauty Magazine

This article is designed to assist you in helping to make your store have the maximum appeal for your shoppers and to generate additional sales and profits in a shopper friendly environment. Throughout it, various problems and possible solutions will be addressed. In order to establish what problems the OTC stores are encountering and prioritizing them, I have tackled the most severe problems first and foremost and come up with workable solutions to correct those areas.

How many brands of a particular category is appropriate?A basic rule of thumb; as a category grows you would carry a bigger variety and more sizes of those products. That way it would be in proportion to the strength of the category. For example, in considering styling aids, spritzes and styling gels you might want a large variety of that category in various sizes, seeing their popularity. The sizes would be dependent upon the mix of customers that you have. If you have a lot of professionals shop at your store you would carry larger sizes to accommodate those professionals for ease of application and economy of purchase. Conversely, as a category deteriorates and youre selling less of that item you would cut back the variety that you are stocking and only carry the top brands. You would still make the category available, but you wouldnt have to have as many individual manufacturers or products on the shelf. As the category and volume within it increases your stock should increase or decrease proportionately.

Industry Trends: What markets are flat, where are the new opportunities?There is no dominant hair style conversely there is no dominant category of products being sold. Items that are flat in sales are relaxer kits and relaxers in general. New sales opportunities are in the Argan Oil systems and maintenance items, organic products, natural products, lace front glues for hair extensions, mens shaving products, skin care, cosmetics, fade creams, childrens products for hair, hair color and accessory items (i.e. bowls, gloves, capes, peroxide, etc.), edger products for smoothing frizzy edges, hair extensions, wigs and products for maintaining them. Kits are also still selling, but not as strongly as they once were. Customers are seeing that more savings can be found in buying the open stock items and getting several uses out of them rather than one use from a kit. You want to have available a variety of signage outside signs that say, Visit our newly enlarged skin care, cosmetic, mens

, . . , .

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, . . , , (spritz), . . , . , . , . .

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. . (relaxer kit) . (Argan Oil) , (maintenance) , (organic) , , (hair extension) (lace front glue), , , , (fade cream), , (-bowl, , -cape, -perroxide ) , (frizzy) , , , . (kit) . ,

Feature


grooming, appliance department, etc. Signage application should be spaced throughout the year (i.e. put op one or two signs a month). Attending trade shows and sending some of your personnel to see demonstrations of how products are applied and how styles are achieved will keep you abreast as to what is going on in the marketplace. Reading trade publications and subscribing to the beauty and styling magazines as well African American publications in general will also keep you ahead of the game. Attending trade shows and discussing problems that you are having and asking for solutions is important. You should do some type of mailing or individual visits to stay in touch with your professional stylists. Provide courtesy cards so they can identify themselves as a professional to buy specific products, perhaps at a professional discount. That way they can find out what kind of products theyre looking for and what they would like you to stock for example, cutlery. You may not be stocking a big enough variety of implements for them or you may not be carrying a high enough quality of cutlery, shears, blow dryers or curling irons. You need to find out what level of products they want you to carry and if you did carry them, they would buy from you. Determine what you are getting calls for that you dont stock. Perhaps you could maintain a book, and as you get calls for these items you should write them down and go to your normal sources to find out what the products are, if they are local, specialized or national product, a me too product or a unique item. From that information you can judge its acceptability in the marketplace. You should have a sign up reading, If you dont see what youre looking for, please ask. That way, when they ask you can tell your customer, Yes, we can get that for you next week, or, Were out of stock right now, but were expecting it in. If you give me your name and phone number Ill contact you when it arrives. The OTC stores have the best opportunity to introduce products because they are different from retail stores who are locked into space and time constraints as to how often they are going to adjust their mix of products. The OTC store can do it overnight and they can seize the momentum much quicker than retail people can. For this reason, testing ground for products is a plus, not a minus. The only thing you have to keep in mind is that you should be cooperating with those who cooperate with you. You should handle more of the products that are not available through other sources of supply. That doesnt mean you shouldnt carry the popular items, you have to carry those, but carry everything in addition to that.

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continued to p78

The OTC stores have the best opportunity to introduce products...

July 2011 OTC Beauty Magazine 37 25

Ted Fishman president of Ted Fishman & Associates, is an industry veteran who has dedicated his life to the betterment of the business. Having watched beauty trends and historic moments in the beauty industry come and go, Fishman has long been gaining expertise in the field. He is also the author of numerous trade magazine feature articles. He can be reached through email [email protected].

Feature continued from p76


Make it a shopping experience to go to an OTC store by having a variety of products. The consumer will perceive that you have better quality products than they can find in their local retail stores and that you probably have somebody on staff that is knowledgeable about what these products are, how they work and how they can solve various problems they encounter. Shopper friendly means you have sign work up and knowledgeable people on the floor who can explain the items, the difference between them and who can recommend items to solve problems. It also means you have pass out materials which has information about product use. Pass out samples to customers so they can try and test them. Have those items available when they are timely. Also have a clean, well lit and well merchandised store staffed by courteous, knowledgeable people. Good consumer and community relations are also important, along with charity support. Be sure to have an attitude of gratitude for shopping at your store and appreciation for customers business. The customer who likes to browse is one of your best customers because he or she will be more likely to pick up your new items and purchase more than the customer who wants to just get their one item and get out. Dont be suspicious of customers who browse. We realize that pilferage is a problem,

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July 2011