protects & adds shine
This lightweight, alcohol-free oil treatment made with pure argan oil helps prevent color fading while imparting brilliant shine. Advanced Marine Therapy infuses hair with superior condition. Ask

your stylist today!

©2010 Rusk 10AF114549

Nancy O’Dell

Red Carpet Expert, Author & RUSK Spokeswoman

“I’m totally obsessed with Deepshine. When you have to stand next to the world’s top celebrities, you also want to shine, and my hair always looks soft, smooth and incredibly shiny after using new Rusk Deepshine Oil.”
For a FREE sample, visit www.stylesource.com. Visit www.rusk1.com for a salon near you.


Table of Contents
Welcome to PBA Symposium 2010!
BE IN the know with the industry’s most sought-after business education of the year. BE INspired to take your business and career to the next level. Thank you for joining us for the industry’s educational event of the year!

Schedule of Events General Sessions Breakout Tracks Tuesday Workshop Best Practice Club Beacon Beauty Week Highlights PBA Membership Government Affairs Sponsors

4 8 11 11 12 14 16 22 24 26

PBA Symposium

Saturday, July 17 8:00am – 6:00pm PBA Symposium Registration Open – Bayside D 7:00pm – 9:00pm Get Together Party – South Seas Ballroom

2:00pm – 5:30pm Speakers will come to you! Group 1- Breakers H Group 2- Breakers J Group 3 -Breakers L Business of Beauty – The Client Experience, featuring Ann Mincey A 360° View of Your Changing Guests – Bye-Bye Boomers, Hello Gen Y, featuring Bart Foreman Zone Coaching: Are you in the zone?, featuring Lisa Louison 6:30pm – 8:00pm *NAHA 2010 Red Carpet Reception 8:00pm – 10:00pm *NAHA 2010 Awards Ceremony * Additional Investment Required 10:00pm - ‘till the party Ends... NAHA 2010 After Party – Eye Candy Nightclub – Casino Floor


Sunday, July 18 8:00am – 5:00pm PBA Symposium Registration Open 9:00am – 4:00pm PBA Symposium Lounge Mandalay Bay Ballroom JK 9:00am – 10:30am Opening Session Tabatha’s Salon Solutions, featuring, Tabatha Coffey The 7 Expressions of Beauty, featuring Cynthia DeSoto 10:30am – 11:00am Networking Break 10:00am – 5:00pm Cosmoprof North America Expo Floor Open – Bayside Expo Halls 11:00am – 12:00pm General Session II BE IN Real Time 12:00pm – 2:00pm Lunch On Your Own & Chance to Visit Expo Floor 12:00pm – 5:00pm Beacon Breakout Tracks – Reef F See Page 12 – Invitation Only 2:00pm – 5:30pm BPC Exclusive Breakout Tracks – Surf AB See Page 10 - Invitation Only

Monday, July 19 7:30am – 9:45am General Session III Includes Continental Breakfast 7:30am – 4:00pm PBA Symposium Lounge Mandalay Bay Ballroom JK Professional Beauty Association’s Annual Business Forum, featuring Susan Scott 8:00am – 5:00pm PBA Symposium Registration Open – Bayside D 10:00am – 5:00pm Cosmoprof North America Expo Floor Open – Bayside Expo Halls


Schedule of Events
Located in the Mandalay Bay Ballrooms J-K

10:15am – 11:00am General Session IV Fierce Leadership Q&A with Susan Scott Making Color Your Career, featuring Beth Minardi 10:15am – 12:45pm Beacon Breakout Tracks – Reef F See Page 12 – Invitation Only 11:00am – 1:00pm Lunch On Your Own & Opportunity to Visit Expo Floor 11:00am – 2:30pm BPC Exclusive Breakout Tracks – Surf AB See Page 10 - Invitation Only 1:00pm – 2:30pm General Session V 2:30pm – 2:45am Networking Break Visit the Bookstore and speaker tables 5X5 The Stage, featuring Michael Baker Using Social Media to Grow Your Business, featuring Kathleen Turpel 2:45pm – 4:00pm Closing Session The Art of Vision, featuring Erik Wahl 6:30pm – 8:00pm *City of Hope Spirit of Life® Reception – South Pacific Ballroom 8:00pm – 10:00pm *City of Hope Spirit of Life® Award Dinner – South Pacific Ballroom *Additional Investment Required

Tuesday, July 20 7:30am – 9:00am PBA Symposium Registration Open – Outside Coral C 8:00am – 12:30pm Coral ABC, North Convention Center *The Ultimate Spa Tour, facilitated by Equanimity *Additional Investment Required 10:00am – 3:00pm Cosmoprof North America Expo Floor Open – Bayside Expo Halls PBA Symposium also hosts two exclusive events:

Beacon – bringing the brightest cosmetology students the opportunity to network with industry leaders and introducing salon/spa owners to tomorrow’s brightest talent. See page 12 for more details and a look at the 2010 exclusive Beacon Breakout Tracks.

Best Practice Club – bringing the nation’s top earning salon/spa owners together to explore best practices to take the salon industry to the next level. See page 10 for details and a schedule of exclusive BPC Breakout Tracks.


Beautyf o
We are where you are with over 850 CosmoProf® stores and over 700 sales consultants across North America. We are ready to help you with your beauty supply needs wherever you may be. Your PROCLUB membership gives you access to any of our stores across North America along with great benefits, early notification of sales, and much more. We offer a full menu of education through our stores, along with special caravan events, special business seminars and trade shows. Check out our monthly shopping guide for the latest promotions, savings events, and editorial, designed to inform you of trends and happenings in the beauty industry. For personalized and professional attention, please call our customer service support team at: Beauty Systems Group West


West Coast, Artistic

Beauty Systems Group East


Ace, Barnum, Barnum Davidson, Barnum Greenville, Beaute Craft, Davidson, Heil, Loeffler, Macon, Neka, United, Victory, Victory Indiana

Schoeneman / Beauty Forward




CO_003248A_PBA Ad 2-3

th uty

o any reat more.


al, ngs

m at:

to W e are dedicatedyou. a partnership with
By offering the biggest brands in the industry, along with a wide range of education and professional services, we keep you connected to the latest trends and technology. We are a business support group, whose purpose is to maximize the growth of our customers, our people and our brands – who are the heart of our business.


5/18/10 12:39:23 PM

PBA Symposium

Sunday – July 18 9:00am – 10:30am Tabatha’s Salon Solution Featuring Tabatha Coffey Star of the hit TV series “Tabatha’s Salon Takeover,” Tabatha Coffey is known across the globe as a passionate liberator of the hairdressing industry. Tabatha will share her secrets that have helped create a culture of salon owners who understand the value of client relations, cleanliness, management and marketing. The 7 Expressions of Beauty Featuring Cynthia DeSoto Join Cynthia (Taylor) DeSoto to explore the evolving role of the beauty professional. This can’t-miss session will help you lead with a new vision for your business, energize your team, inspire your customers and make a difference. 11:00am – 12:00pm BE IN Real Time BE INvolved in the discussion in this interactive session designed to give you the opportunity to speak out about what’s on your mind and get answers to your career questions. Discussion topics include what’s happening on Capitol Hill and how the industry is being affected; new and innovative resources to help grow your business; and PBA initiatives to take the industry to the next level.

Don’t miss the Fierce Leadership Q&A with Susan Scott after the Business Forum. About Susan Scott Susan Scott is a best-selling author and leadership development architect who enables top executives worldwide to engage in vibrant dialogue with one another, their employees, and their customers. A recognized thought leader in the global business community, Susan and her company, Fierce Inc., are committed to large-scale and individual transformation through the principles set forth in Susan’s books and her company’s customized corporate training programs. Stop by the PBA Symposium Bookstore to get your signed copies of Susan’s best-selling books “Fierce Conversations – Achieving Success at Work and in Life, One Conversation at a Time” and “Fierce Leadership: A Bold Alternative to the Worst “Best” Practices of Business Today”. 10:15am – 12:00pm Making Color Your Career Featuring Beth Minardi Join 2010 NAHA Lifetime Achievement Award winner Beth Minardi as she provides her insights on how to develop a lucrative color business. Learn the best practices that have created a $2 million annual color business at the Minardi Salon; Be inspired with new ideas that you can begin using immediately; See first-hand how Beth has transformed hair color into an art form in her salon and for her clients.


Monday – July 19 7:30am – 9:45am Includes Continental Breakfast Professional Beauty Association’s Annual Business Forum Featuring Susan Scott, author of “Fierce Leadership” Join industry thought leaders at PBA’s Annual Business Forum to explore the trends shaping today’s industry and how PBA is responding.


Enter General Session through Mandalay Bay Ballroom JK
1:00pm – 2:45pm 5X5 The Stage Featuring Michael Baker All performers – musicians, comedians, actors, and yes, hairstylists – have to rehearse before they get up in front of an audience. When you’re up on that 5x5 stage that is your salon station, your client is paying for your performance – the haircut, color, etc. – and is watching your every move. Join Michael Baker to learn how to identify a good performance and why it’s crucial in today’s economy. Using Social Media to Grow Your Business Featuring Kathleen Turpel Be inspired to join the social media revolution and learn how to use today’s consumerdriven culture to maximize and grow your business. This presentation will focus on Facebook, including how to advertise, customize your page and turning fans into customers; using Twitter to grow business; blogging; attracting traffic to your website with YouTube and Flickr; and the next big thing in social media. 2:45pm – 4:00pm The Art of Vision sponsored by: Featuring Erik Wahl Your best sustainable edge in business is your ability to visibly differentiate yourself from your competition. Join inspirational artist and speaker Erik Wahl for this entertaining and highly practical session that uncovers new ways to make your business more creative and ultimately more profitable.

General Sessions
Stop by the PBA Symposium Lounge between General Sessions to relax, network and for more great resources for your business. Located in Mandalay Bay Ballrooms J-k PBA Symposium Bookstore – Browse the latest business and marketing books, including the latest consumer research and best-selling publications from PBA Symposium keynote speakers. Plus, all the speakers will be there for book signings. Best Practice Club – Network with the nation’s most successful salon and spa owners and learn more about what it takes to join PBA’s prestigious Best Practice Club. See page 10 for more on the BPC at PBA Symposium. PBA Listserve – Meet the face behind the name! Members from the Salon/Spa Listserve come together for live chat during PBA Symposium.



Breakout Tracks
sponsored by:

Sunday – July 18 2:00pm – 5:30pm Group 1 Breakers H Group 2 Breakers J Group 3 Breakers L PBA Symposium Breakouts are scheduled so you can participate in all three. Breakout speakers rotate classrooms so you don’t have to spend time searching for new rooms. An interactive round table will follow each breakout to help drive home the message and give attendees the chance to exchange ideas. Business of Beauty – The Client Experience Featuring Ann Mincey Join industry legend Ann Mincey to learn how to help guide your clients through the sea of product choices and ensure the positive salon experience continues between appointments. Ann will teach from PBA’s landmark retail study Business of Beauty: Maximize Your Profitability to help you understand how to use the report’s 8 Steps to Retail Success to create the ultimate client experience. A 360° View of Your Changing Guests – Bye-Bye Boomers, Hello Gen Y Featuring Bart Foreman, Group 3 Marketing By 2011, the Millennials age group (1630 years old) will outnumber the Baby Boomers, making them the tomorrow’s economic drivers for the first time in the last three recessions. Based on a comprehensive groundbreaking research project conducted by Group 3 Marketing, Bart and some friends will share insights on how this will affect how salons and professional brands do business and help you chart the right course to grow your business in the 2010 decade

Zone Coaching: Are you in the zone? Featuring Lisa Louison Explore the framework for getting in the right mental space for coaching your own behaviors, as well as individual team members. You will learn the art of asking powerful questions to open up possibilities and apply the 4-step zone coaching model to turn those possibilities into actions. Tuesday - July 20 8:00am - 12:30pm

Coral ABC – North Convention Center The Ultimate Spa Tour Facilitated by Equanimity Learn leading trends and services from the newest spas in Las Vegas, including The Spa at Mandarin Oriental, The Spa at Aria, and The Bath House at The Hotel. This interactive educational Spa Tour highlights the latest therapies in skincare, massage therapy, hairstyling, makeup, fitness, wellness seminars and nutrition while introducing you to today’s leading thinkers, concepts, and technologies. *Extra Investment Required – get your tickets at the PBA Symposium ticket counter in Bayside D.


BPC 2010 Exclusive Schedule of Events - Located in Surf AB

PBA Best Practice Club
4Mat 4Leadership Featuring Jeanine O’Neill Blackwell Explore your strengths in four critical leadership competencies - people, process, performance and innovation – and identify the minimum, or “threshold”, skill you must develop in your weak areas to maximize your impact as a leader. Use the take-away action guide to help take the big ideas back to your team and implement them right away. Using Social Media to Grow Your Business Featuring Kathleen Turpel Be inspired to join the social media revolution and learn how to use today’s consumer-driven culture to maximize and grow your business. This presentation will focus on Facebook, including how to advertise, customizing your page and turning fans into customers; using Twitter to grow business; blogging; attracting traffic to your website with YouTube and Flickr; and the next big thing in social media Fierce Leadership Workshop: Confrontation Model Featuring Susan Scott Join renowned business coach Susan Scott to learn how to enrich relationships while effectively addressing attitudinal, behavioral or performance issues with a colleague, a team or a challenging customer. Rely on this approach to confront tough issues with confidence and skill; overcome barriers to meaningful conversations; enrich your most challenging relationships. Learn more about Susan Scott on page 6.

The nation’s highest grossing, most influential salon and spa owners come together in PBA’s Best Practice Club (BPC).Led by a distinguished committee of successful business owners, BPC was established to provide a creative space for leading salon and spa owners to share best practices among peers. Do You Belong? Contact Elizabeth Fantetti, PBA’s Membership Director, at 800.468.2274 or elizabeth@probeauty.org to learn more about admission into the BPC.

Sunday, July 18 2:00pm – 3:00pm 4Mat 4Leadership, featuring Jeanine O’Neill Blackwell 3:00pm – 3:30pm Networking Break 3:30pm – 4:30pm Using Social Media to Grow Your Business, featuring Kathleen Turpel 4:30pm – 5:30pm Best Practice Club Round Table, featuring Jeanine O’Neill Blackwell


Monday, July 19 11:00am – 11:30am Special Presentation, sponsored by P&G 11:30am – 12:30pm BPC Exclusive Lunch, sponsored by P&G 12:30pm – 2:30pm Team Conversation & Confrontation Model, featuring Susan Scott Best Practice Club Round Table Join this dynamic sharing session focused on the topics of “Building Your Leadership Bench” and “Social Media Marketing”. Be prepared to share what you are doing that is working well. Plan to leave with tactical ideas to implement immediately.

Best Practice Club Exclusive Sponsor


October is PBA | NCA’s DINING FOR CHANGE Month

Host your own get-together and help make a di erence in the lives of those impacted by cancer, domestic abuse and natural disasters. Join one of the many small groups of professionals in homes, schools and salons across the country, coming together to network, enjoy each other’s company and a meal – helping PBA | NCA to raise $150,000* for three great causes.

For more information, contact Rachel Molepske at 480.455.3453 or rachel@probeauty.org

Salon and Spa Professionals Caring, Sharing and Daring to Make a Di erence.

To learn more or to register as a host, go to probeauty.org/diningforchange
*In 2009, Dining for Change raised over $100,000 for charity from salon professionals nationwide - each donating an average of just $25. “Being together with colleagues and friends for an afternoon is irreplaceable. Thank you for giving us the outlet to give back. Together WE can make a di erence.” Lisa Magee, Omni Salon, Dining for Change participant.

100% of all proceeds bene t:

Sponsored by:



Each year, Beacon provides the nation’s 100 most promising cosmetology students with the guidance to achieve maximum career success in the beauty industry. Thousands of cosmetology students across the U.S. compete for one of only 100 coveted spots in Beacon and the chance to come to Las Vegas to network and learn from today’s most iconic salon owners, managers, and beauty artists. Here Are Just A Few Highlights for 2010! Honorable Mentions – Meet 200 of the nation’s rising industry stars! Because of the volume of talented entries this year, the invitation to attend Beacon was extended to the 100 2010 Beacon Winners plus 100 Honorable Mentions. Beacon Open Mic Stop by for special appearances by some of the most iconic names in the industry. You never know who you might see! Sunday, July 18, 4:00pm – 5:00pm Beacon Alumni Panel Beacon Student Exclusive, no guests or instructors please. Past Beacon students return to their alma mater to share how being part of Beacon has affected their lives and helped shape their careers. 2010 Beacon Education LineUp Beacon 2010 Emcee Geno Stampora Geno guides students through the Beacon experience and brings a wealth of experience from all areas of the industry. As a hairdresser, Geno has owned and operated a collection of salons, two beauty academies and a distributorship. As a Master Educator and Life Enhancement Speaker, Geno has traveled the globe delivering the tools needed for industry success. His fun,

comical, and inspirational style is always a hit at Beacon. Mapping Your Career Featuring Vivienne Mackinder Hairdressing offers so many career paths - salon stylist; editorial work in fashion, film, TV or theatre; platform artist and educator; and even the opportunity to become an entrepreneur. Industry icon Vivienne Mackinder will guide Beacon students through the maze of choosing a career path, separating fantasy from reality to help them become financially successful while staying true to their artistic vision. Clients for life – How to get them, how to keep them! Featuring Pamela Gold Pamela Gold’s informative session truly speaks to the entrepreneurial spirit! Beacon students will learn all about what it takes to be successful and grow a business in the crucial first year, including how to break the ice, identify connectors, create engagement, and secure future business. Becoming an Entertainment & Industry Hairstylist Featuring Jody Lawrence Award-winning cosmetologist and 20-year entertainment-industry veteran Jody Lawrence will cover the entire spectrum of breaking into the entertainment industry – from what to include in a resume and portfolio, setting professional ethics, and professionalism on the set. Students will also learn what it takes to become a journeyman stylist, including an overview of the latest techniques, as well as an overview of the history of hairdressing.


Beacon at PBA Symposium
Dare To Be Great Featuring Charles Marcus Renowned hairstylist, salon owner and educator Charles Marcus delivers a thought-provoking presentation to teach Beacon students how to choose the right salon and how to nail the interview; achieve longevity, significance and success in their career; and how to set goals that really work. Students will leave this session knowing the six components to set them apart from the rest, the eight key elements for creating a world-class customer experience for their guests, and how to treat every experience as a valuable learning tool.

Beacon Sponsors

PBA is Proud to Present ISSE Long Beach!
The Biggest Beauty Show and Exposition in the West

January 29 - 31, 2011
Long Beach Convention Center Long Beach, California
40,000 licensed professional atendees Over 250 educational classes 450 Exhibitors

Hair by

finalist Silas Tsang


facebook.com/pbaisse Visit probeauty.org/isse to learn more or call 800.468.2274.

The North American Hairstyling Awards 2010 Tickets available in Bayside D

Cosmoprof North America Bayside Expo Halls Expo Hours: Sunday, July 18 & Monday, July 19 10:00am – 5:00pm


Sunday, July 18 Red Carpet Reception 6:30pm – 8:00pm Awards Ceremony 8:00pm – 10:00pm 2010 Honorees Beth Minardi will receive the 2010 Lifetime Achievement Award for her dedication and strides to elevate salon coloring to an art form. Frederic Holzberger will be inducted into the NAHA Hall of Leaders for 2010 for his tireless efforts to educate future professionals and his entrepreneurial and philanthropic spirit. Evening Entertainment Experience spectacular performances by DJ Roonie G and the Culture Shock Dance Crew and artistic presentations by past NAHA winners Vivienne Mackinder and Faatemah Ampey. Plus, special appearances by famous fashionistas and beauty lovers alike - Don’t miss the excitement!

Tuesday, July 20 10:00am – 3:00pm Mandalay Bay Convention Center This is your opportunity to meet and network with top distributors and manufacturers as they showcase the industry’s hottest new products. Only steps away from PBA Symposium classrooms! 4 Pavilions Cosmetics Personal Care Packaging, Contract Manufacturing and Private Label Spa & Wellness Professional Hair, Nails & Tools 625 exhibitors from 32 countries 22,500 visitors from 90 countries

The party doesn’t stop after the Awards Ceremony Don’t miss the NAHA 2010 After Party at the Eye Candy Nightclub on the casino floor. Sponsored by

Beauty Week Highlights

City of Hope Spirit of Life® Award Ceremony South Pacific Ballroom Tickets available at the door The Professional Beauty Association (PBA) is pleased to support City of Hope’s National Professional Salon Industry Spirit of Life® Award Dinner

Monday | July 19 6:30pm – 10:00pm South Pacific Ballroom Tickets available at the door Join your colleagues to celebrate the coming together of the beauty industry in support of City of Hope’s tireless efforts to help those affected by cancer and other life-threatening diseases. City of Hope is proud to present the 2010 Spirit of Life® Award to Eva Graham, Chairman and Founder of NIOXIN® Research Laboratories, Inc., for her outstanding business and philanthropic achievements.

City of Hope’s National Professional Salon Industry honors

FouNder, NIoXIN reSearCH LaboratorIeS

with the Spirit of Life® award
Dinner anD evening of Celebration Silent auction – entertainment

please Join us to Celebrate life!
Monday, July 19, 2010
ManDalay bay resort & Casino las vegas, nv 6:30 - 8:00 p.m. Cocktail reception 8:00 - 11:00 p.m. black tie dinner
to register today, e-mail Csynthia Savage: csavage@coh.org For more information, visit www.cityofhope.org/npsi

July 17-20, 2010

There is still time to buy your tickets!

City of Hope’s Spirit of Life dinner is an officially sanctioned event of the Professional beauty association’s beauty Week.

benefaCtor sponsors

Honoree sponsors

CHeryl anD JiM MarkHaM
CHaMpion sponsor


PBA is Proud to Introduce ISSE Midwest! By the Industry, For the Industry

March 26 – 28, 2011
Donald E. Stephens Convention Center Rosemont, IL

Valuable Education Quality Manufacturers Professional Atmosphere The ISSE Commitment

facebook.com/pbaisse Visit probeauty.org/isse to learn more or call 800.468.2274.
Hair by finalist Laurie Haney






visit us at booth # D968


When we first launched our national advocacy and government affairs program, we had a fundamental understanding that businesses and individuals join together in an organization like PBA to create a more powerful voice on the issues that matter most. Public policy and perception can have a profound impact on the professionals, companies, and organizations that populate the professional beauty industry. PBA knows how vital it is to prepare for tomorrow by establishing a prominent place at the policymaking table today. That’s why we continue to cultivate a strong and respected voice in support of our industry at the federal and state levels — building relationships, earning trust, and mobilizing resources every step of the way. All of the work we are forging in the public policy arena is supported by individuals like you. Citizens of a dynamic industry we call the beauty industry. People who understand the true cost of apathy and the power of ideas and action. In an information-driven economy, PBA knows it’s not enough just to be part of the conversation. That’s why we are focused on marshaling our resources to transform discussion into action, building and ensuring a bright future for our industry. Sincerely,

Beauty in Action
The Power of One When individuals join together, they can be powerful advocates for the salon industry. PBA has organized a strong e-network of beauty professionals like you who are willing to make their voices heard on the issues that matter most. Our promise is to keep you informed on the issues that impact your bottom-line and to alert you when it’s time to speak up. If you don’t do it…who will? Join the Grassroots Network today! probeauty.org/advocacy Welcome to Our World!

September 16, 2010 WTOW is an all-industry event proudly sponsored by the Professional Beauty Federation. Hosted in the halls of Congress – salon professionals from around the country converge on Washington, DC to share an evening with federal lawmakers. With complimentary haircuts, mini-manicures, and neckand-shoulder massages, guests get to personally experience the skills, products, and services of the country’s professional salon industry – while learning more about industry priorities. Learn how you can be involved at probeauty.org/wtow

Bruce Selan Frank Zona Chairman Chairman PBA Governing Council PBA Government Affairs Committee


Government Affairs
Lobbying Capitol Hill Join fellow salon professionals as we take Capitol Hill by storm! While industry professionals from around the country come to Washington to participate in WTOW – they also spend the morning visiting their representatives in Congress to talk about the opportunities and challenges facing our industry. PBA arms volunteers with talking points on high-priority issues such as mandatory paid leave regulations, merchant credit card fees, health care, tax policies, and more. Learn more by visiting probeauty.org/advocacy Government Affairs Hotline Have a legislative issue that concerns you? Call PBA’s Government Affairs Team to discuss your issue and to find practical ways to get involved. 800.468.2274.


2010 PBA Symposium Sponsors

Thank you to our generous PBA Symposium 2010 sponsors.


Your support makes it possible for PBA Symposium to offer the unlimited networking and specially designed business education programs essential for the professional and personal growth of the beauty industry and its members.


First Page Notebook Paper



Last Page Notebook Paper




w w w.babylissus.com


© 2010 BABYLISS 10BA114712




Sign up to vote on this title
UsefulNot useful