December 2017 | beautystorebusiness.

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$7.50 Volume 23 No. 12

The KNOCKOUT,
BEST-SELLING
PRODUCTS of 2017
Meet the NEW GENERATION
of BEAUTY CONSUMERS

Why Your Business Needs

COMMERCIAL
INSURANCE
IT’S BACK!
Our 2018 Uncommon

SHARPENING
Holiday Calendar

HIS GAME
Dean Wada of Jatai International
 A D D S O M E S PA R K L E
T O YO U R H O L I D AY S E A S O N .
 CONTENTS December 2017 Vol. 23 No. 12 10

50
16 MERCHANDISE
16 2017 Best-Sellers
Our guide to the year’s hottest selling items spanning cosmetics, hair,
FEATURES nails and more!

10 Make Way for Generation Z

Get to know the next generation of consumers—and how they are changing the COLUMNS
way businesses think about marketing. 60 Retail Store Success
50 The Cutting Edge Increase revenue with these tips for your brick-and-mortar retail
Discover how Jatai International built a legacy on innovative razors to become beauty store.
a leader in the barber industry.

56 Commercial Insurance IN THIS ISSUE

Learn why you need it, what types there are and how to get the right policies 6 Editor’s Note
for your business.
8 News
66 2018 Uncommon Holiday Calendar 62 Calendar
Save the date for these beauty-related national holidays to create themed
displays and special promotions for your store. 64 Ad Index
Beauty Store Business (ISSN 1098-0660), December 2017
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 EditorÕs Note
Biz, Ambassadors
and Best-Sellers
Kim Henderson, Executive Editor
khenderson@creativeage.com
I
n early October, I made my way to the
“Lululemon 16th Beauty Biz Roundtable (BBR) in
Santa Monica, California, at the Le Meri-
has worked dien Delfina Santa Monica Hotel. BBR is
a smaller, more intimate bi-annual beauty
with more executive event on the West Coast that
truly delivers a quality experience. What’s
than 1,700 unique about BBR is that the breakfast,
roundtable format and luncheon provide
local store multiple opportunities to connect with
dynamic, knowledgeable and experienced
ambassadors beauty brand marketers and develop-
ers, business leaders and executives to
exchange ideas and, of course, business
to drive cards! I have found the distilled content
provided by the keynote speakers and,
in-store traffic on a more personal level, the round-
table facilitators to be highly relevant and
and loyalty.” supremely useful.
Giulia Prati, research lead at L2, one
of this BBR’s keynote speakers and the
facilitator of my first roundtable of the
day, shared L2 insights and data about Ins-
tagram. I was surprised to learn that big-
name beauty influencers (think 1 million +
followers) who command top dollar to pro-
mote brands are actually well worth the
big spend for marketers with big budgets.
They deliver high engagement, which can
work well for a big product launch. And
while influencers in the 200,000-follower
range are more affordable, L2’s research
shows their engagement rates are not quite
as high as bigger influencers, but are still
high enough for a more sustainable cam-
paign. Prati also noted how L2’s research
shows dramatic drops in engagement when
influencers mention a brand (drops by 47
6 December 2017 | beautystorebusiness.com
percent) or visually show a product (drops
by 50 percent), with the exception of a few
influencers who tend to defy the norm. L2’s
insights are particularly helpful to better
run an influencer marketing campaign,
but what was the takeaway for retailers?
The most obvious, to me, is that retailers
wanting to attract Gen Z and millennial
consumers need to stock the products
these influencers talk about. Speaking of
Gen Z, you can learn more about this new
generation of consumers in our feature
starting on page 10.
My second roundtable facilitator, Brian
Freeman, CEO and founder of Heartbeat,
described how retailers like Lululemon
work successfully with local ambassadors
to draw customers to their stores. Ambas-
sadors are not influencers, but rather active
social media users (primarily Gen Zers or
millennials) who already like a brand and
happily post about it in order to be associ-
ated with the brand—payment is secondary.
They simply mention or talk about the
brand to their followers of family and
friends. Engagement is high—and effec-
tive, Freeman told us. Perhaps that’s why
Lululemon has worked with more than
1,700 local store ambassadors to drive
in-store traffic and loyalty. Are you using
Instagram to drive in-store traffic?
Yet, driving traffic to stores is only half
the equation; retailers also need to stock
the products consumers want. That’s why
we have culled together the best-selling
products of 2017 from a wide variety of
brands for our Best-Sellers Guide! Don’t
miss it starting on page 16. ■
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 News
RILEY ROSE OFFERS NEW
BEAUTY STORE CONCEPT
Riley Rose has made its debut with the opening of its first store at
the Glendale Galleria in Glendale, California. Founded by Linda and
Esther Chang, the daughters of Forever 21’s founders, the unique
beauty lifestyle store plans to open 10 more stores in shopping
malls by the end of 2017, with at least three more planned for 2018.
With Riley Rose, the Chang sisters have created something new
in beauty retailing. The store carries roughly 200 brands, and only
about 80 of those brands are beauty. Some of the beauty brands
include indie and K-beauty cult-favorites like Winky Lux, Tony
Moly, Pacifica, R+Co, RMS Beauty, Too Cool for School, Sigma
Beauty, Glitter Injections and Floss Gloss. “We’ve been fortunate
to travel around the world and see a lot of products and different
concepts, and we felt like the U.S. was missing some of this stuff,”
Linda Chang says.
The items will be rotating on the basis of popularity to give cus-
tomers a chance to discover new and different brands each time
they visit. Incorporating brands committed to no animal testing,
PETA approves and says, “Riley Rose will be selling at least a few
of our favorite cruelty-free brands: Brite Organix, Lime Crime,
Obsessive Compulsive Cosmetics and Stila.” In contrast to Forever
21, Riley Rose carries products that range in price starting as low
as $2 to as high as $189.
Accompanying the beauty products are sections that include
accessories and home goods, which differentiate the store from
more mainstream beauty retailers. Customers will discover an
assortment of appealing goods such as candy, bath bombs, mugs,
gold kitchenware, Bkr bottles, phone cases, faux succulents and
even a stationary section filled with glitter pens and journals.
Catering to digital-savvy Gen Z and millennial consumers,
Riley Rose embraces technology by featuring iPads with beauty
tutorials in the center of the store as well as a live feed that shows
customers’ images when they tag Riley Rose on their social media.
The store provides selfie stations throughout to encourage an
interactive feel and social media posting. Customers can effort-
lessly use their phones to research anything they see in the store
within seconds, empowering them to explore offerings through
digital and social moments throughout the store. Sephora and Ulta
have new competition.
8 December 2017 | beautystorebusiness.com
COVERGIRL’S DIVERSE NEW
AMBASSADORS
CoverGirl has been breaking trends by sign-
ing on racially and age-diverse talent.
The beauty brand’s latest ambassador is
69-year-old model and registered dietician
and nutritionist, Maye Musk. Musk holds two
master’s degrees and comes with more than
50 years of modeling experience. (She’s also
the mother of billionaire Elon Musk, founder
of PayPal and Tesla.) On her partnership with
CoverGirl, Musk says, “Who knew, after
many years of admiring the gorgeous CoverGirl models, that I would be one at 69
years of age? It just shows, never give up. Thank you CoverGirl, for including me in
your tribe of diversity. Beauty truly is for women of all ages, and I can’t wait to take
you all along this amazing journey with me!”
Along with Musk, now the oldest CoverGirl model, CoverGirl signed Shelina
Moreda, motorcycle racer, and Massy Arias, fitness trainer, to the CoverGirl family.
Moreda’s finds that makeup allows her to set herself a part from her fellow male
competitors and takes pride in feeling pretty. “More importantly, it makes me feel
strong, and confident. As a female athlete who competes in the male-dominated
world of racing, I’m proud and stoked to represent a brand that allows me to stand
up and say that it is powerful to feel pretty,” Moreda says.
Massy Arias, who has a following of 2.3 million on Instagram, shows her follow-
ers routines, tips and tricks on how to stay fit and eat healthy. Throughout many
of Arias’ posts, she is seen wearing makeup during her workouts. “It’s extremely
humbling now to be in a position where I can possibly inspire young girls and
women around the world,” Arias says.
CoverGirl’s family continues to grow larger and all-inclusive, representing new
faces across all races, ages, religions and profiles.
GLOBAL DRY SHAMPOO
MARKET TO EXPAND
According to a new report from market intelligence firm Transparency Market
Research, the global dry shampoo market is likely to expand at a CAGR of 6.2
percent between 2017 and 2022. At this rate, the market is expected to reach $4.1
billion by the end of 2022—an increase from its estimated value of $3 billion in
2017. Gains are attributed, in large part, to several factors, including the needs of
the growing global working class, consumer demand for natural haircare products
and the influence of hairstylists and fashion models.
As dry shampoo reduces sebum from the scalp without the need for water, its
convenience has mass appeal. Manufacturers have seized the opportunity to offer
natural variants to the conventional dry shampoo, which are free of chemicals
associated with damaging the hair and are designed to boost hair and scalp health
From left: courtesy of Riley Rose, Covergirl.
with their ingredients. With an increase of scalp-related health issues, these
natural dry shampoo offerings are rising in popularity.
Trendsetting hairstylists and fashion models also have taken to dry shampoos,
valuing them for their ability to provide hair volume and texture. Chemical-laden
hairstyling products and frequent shampooing have been connected with acute
scalp issue—including baldness.
Spray forms of dry shampoos hold the greatest share of the market at 66.2
percent, with an estimated value of $2 billion in 2017.

SALLY BEAUTY PARTNERS
WITH INFLUENCERS FOR
ITS NEW COSMETICS LINE
Sally Beauty has launched Col-lab, its own cosmetics line, in an inspired
partnership with eight social media influencers. The collaboration with key
makeup enthusiasts who have large, engaged social media followings lever-
ages influencer marketing to promote the new Sally Beauty brand. Aiming
for authenticity, the influencers had a hand in every part of the process
creating the colorful Col-lab line, which consists of 203 SKUs and debuted on
sallybeauty.com in October.
Offering both in-store and online shopping experiences, Sally Beauty
hopes to capture the interest of younger consumers (millennials and Gen Zers)
as well as an older demographic. Col-lab launched in more than 3,000 of its
brick-and-mortar locations in November, and the line is projected to add as
much as $30 million to the company’s retail sales.
Col-lab’s color cosmetic offerings include three varieties of primer, Matte
Addiction Liquid Lip Colors, Soft Spot Sheer Blushes, 10 shades of Meet Your
Matte Velvet Foundations, seven About the Pout Lip Balms and the Palette
Pro Eyeshadow Palette. The range also includes five brushes, a makeup
blending sponge, micellar makeup removing wipes, micellar cleansing water
and brow setter.
From left: courtesy of Sally Beauty, Moroccanoil.
The eight influencers are known as The Collective because each has a
unique background and brought his or her own perspective to the brand. Col-
lab is a result of their collective efforts—and together, they reach roughly 4
million people online. The Collective consists of Raven Scott (@ravenelyse),
Alicia Marie Collinge (@xsparkage), Samantha Robinson (@saaammage),
Dani Meza (@coffeebreakwithdani), Ashley Mitchell (@makeupbyamarie),
Lizzy Gutierrez (@whatwouldlizzydo), Claire Hakim (@claireashleybeauty) and
Wesley Benjamin Carter (@wesleybenjamincarter).
For more information about Col-lab by Sally Beauty, visit sallybeauty.com.
MOROCCANOIL ANNOUNCES
NEW CEO, JUE WONG
In October, JuE Wong was appointed chief executive officer of
Moroccanoil, the leader in argan-oil infused beauty products.
Previously, Wong served as president at Elizabeth Arden. And
formerly, she served as CEO of Astral Health and Beauty as
well as CEO of StriVectin. Wong’s keen understanding of the
dynamic global consumer marketplace is expected to help
advance the brand’s success in the prestige beauty category
and accelerate its growth around the world.
Wong plans to focus on driving increased sales to the
professional salon channel and expanding high-growth channels, such as travel retail and
e-commerce. She also plans to spearhead research and innovation, leading the expansion into
new product categories, while strengthening and diversifying the current product portfolio.
She will lead the company’s digital transformation, significantly increasing the brand’s digital
presence online and via social media channels. Finally, she will head the company’s corporate
social responsibility and sustainability initiative to reduce the company’s carbon footprint.
“It is an honor and privilege to welcome JuE to the Moroccanoil family. The timing could
not be better for the brand to embrace new leadership as we gear up to celebrate 10 years
of oil-infused innovation in 2018,” said Carmen Tal, Moroccanoil’s co-founder.
“I’m looking forward to implementing the next phase of our multi-pronged growth
strategy through innovation, multi-media digital advancement and a creative omni-channel
approach. I’m wholeheartedly committed to bringing to life Carmen’s vision of becoming
more environmentally-friendly and solidifying the brand’s future as the global leader in
oil-infused beauty,” Wong said.
DR. BRONNER’S SOLAR
PROJECT LAUNCHED
Dr. Bronner’s, the family-owned, top-selling natural soap maker in North
America, recently celebrated a landmark goal at its factory corporate
headquarters in Vista, California, with a ribbon-cutting ceremony to mark
the company’s new solar power project. Vista Mayor Judy Ritter and other
community members were present at the late-September celebration. The
culminating moment marked the realized dream of founder Emanuel
Bronner, four years in the making.
When the company first began researching a way to construct an
on-site, solar-generated electricity system in 2013, it was determined
that the building of the factory could not hold solar panels on its roof.
Instead, the company pursued a solar design that would utilize all buildable
areas surrounding the building.
The newly finished solar power project offers huge resource savings.
“Our new 346 kilowatt solar power system will generate 572,000 kilowatt
hours of electricity, accommodating about 50 percent of Dr. Bronner’s fac-
tory headquarter’s needs on an annual basis,” says Dr. Bronner’s strategic
advisor and CSR manager Kris Lin-Bronner. Additionally, the company
converted to drought-tolerant landscaping using regenerative organic
practices, which will save more than 600,000 gallons of water each year.
The event illustrates how real measures taken toward sustainablity play
a critical role in building a mission-driven, natural personal care brand that
wins with consumers. ■
beautystorebusiness.com | December 2017 9
 Get to know the next
generation of consumers—
and how they are changing
the way businesses think
about marketing.
By Francesca Moisin
10 December 2017 | beautystorebusiness.com
I
t started with baby boomers. They were the first widely
recorded demographic cohort, coming of age in the post-
World War II childbirth explosion. Then came Generation X,
those born from the mid-1960s to the early ’80s. Millennials
followed, surpassing boomers as our nation’s most sizable
generation, according to 2016 U.S. Census Bureau reports.
oneinchpunch, gettyimages.com
Now, enter Generation Z, the term coined for our newest
demographic. These are today’s teenagers ages 12 to 19, born
from the late-1990s to the early 2000s—and a group that’s
not to be overlooked.
 The Choice Of Professionals
SIN CE 1980

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 “This sector makes up 25.9 percent of
the United States population, currently
our largest percentage, and contributes
$44 billion to the American economy,”
says Lucie Greene, worldwide director
of the Innovation Group at J. Walter
Thompson, a top New York City-based
marketing communications company. By
2020, they’ll comprise one-third of the
country’s inhabitants. Beauty retailers and
manufacturers wishing to remain relevant
will want to learn more about this unique
clique: what attracts them and wherein
lie their loyalties.
Lucie Greene, worldwide director of the
Innovation Group at J. Walter Thompson
ONLINE ADDICTS
Also known as the iGeneration, they are
the first true digital natives—born into
a world ruled by technology. Millennials
may still recall the days of dial-up inter-
net, but “you’ve got mail” will never ring
as a nostalgic catchphrase for Gen Z.
“Millennials were the reality TV
generation. Gen Z is the YouTube
and Instagram group.”
Nearly 40 percent of the bracket identify
as digital-device addicts, which means
they can research a paper on their iPad,
while taking notes on their laptop, while
texting a friend. They’re the ultimate
multitaskers, able to systematically shift
focus from work to play while dialing out
background distractions or tuning in to a
12 December 2017 | beautystorebusiness.com
stream of dialogue that suddenly piques
their interest.
While the downside may be slightly
lower attention spans, the upshot equals
a remarkable ability to quickly and effi-
ciently process information. Woe be to
the brand that remains static—failure to
conceive multiple platforms for stimula-
tion might just mean the kiss of death.
“This is the first generation raised in
a time of social networks and mature
digital marketing,” Greene points out. In
fact, 92 percent of Gen Z members bear
a digital footprint.
SOCIALLY SAVVY
In a practical sense, how does this translate
for companies—and beauty retailers? Start
by being social-media savvy first. A recent
example is 20-year-old Kylie Jenner’s Lip
Kits from her eponymous cosmetics brand,
Kylie Cosmetics. The celeb debuted her
line via the creation of an aggressive
e-commerce campaign. Fans swooned, and
within one minute, all her matte liquid
lipsticks paired with liners had sold out—
causing her site to crash. Since then, the
youngest Kardashian has made the most
of her more than 95 million Instagram fol-
lowers. While many of her posts are selfies
or snaps with pals, each simultaneously
promotes her cosmetics in a calculated way
by not-so-subtly showcasing top makeup
trends executed with her products.
WAH Nails likewise strikes the right
note. The brand’s proprietary Virtual
Reality Nail Designer lets customers “try
on” various lacquer colors and hip talon-
art designs before visiting the flagship
London shop to get polished at one of six
mani desks, set up next to a cocktail bar.
Arguably because they came into
awareness during the recession, under-
twenty-year-olds are also economically
conscientious. “Millennials are splurg-
ers, not savers, whereas Gen Z demands
value,” Greene says. “When it comes to
fashion, they are less concerned with
obvious logos for validation.”
NAMES TO KNOW
Diverse, active and relatable—here are key
influencers of the new generation.
• Gigi and Bella Hadid: Sisters (22 and 21 years old,
respectively) and reality TV stars turned it-girl fashion darlings.
• Zendaya: The 21-year-old Disney Channel star is all grown up,
now fiercely active in movements like D.C.’s Women’s March.
• Shawn Mendes: At the tender age of 19, this
singer-songwriter boasts over 40 million social
media (Twitter, Instagram and YouTube) followers.
• Baby Ariel: After her first video on the Gen Z favorite
lip-syncing app Musical.ly went viral, the Florida high-
schooler, 16, became an overnight internet sensation.
• James Charles, Manny Gutierrez and Lewys Ball:
Ranging from ages 18 to 26, Instagram’s beauty boys
shattered established gender-fixed stereotypes after
posting funky makeup tutorials, then scoring campaigns for
CoverGirl, Maybelline and Rimmel London (respectively).
BRANDING OUT
What teenagers and twenty-somethings are spending
their money and time on.
• Musical.ly: Over 200 million aspiring pop stars use the
app to sing along to a favorite song, then post videos on
social-media sites.
• Blizzard Entertainment: Unending video-game appetites
mean millions of players navigating the virtual worlds of
“Overwatch” and “World of Warcraft.”
• Brandy Melville: The Italian clothing company that scorns
traditional advertising in lieu of Instagram posts has already
won a cult following in America.
• Nike: Partnering with beloved Olympic gymnast Simone
Biles was a smart move for the pioneer athletics brand that’s
finding new ways to keep things fresh.
• Snapchat: Flowers, rainbows and unicorn horns never go
out of style when it comes to selfie accoutrements.
Instead, many buy into the culture of centric companies. Glossier, the direct-to-
experiences, spending on festivals and consumer beauty startup that aims to
travel, since singularly memorable happen- celebrate “real girls in real life” is therefore
ings count as social currency. Their take on popular for its tech literacy and pithy tone
personal well-being reveals sophisticated of voice. From the start, the breakthrough
acumen. Simply glance at Teen Vogue’s skincare and makeup group created a two-
content to find articles on sexual and men- way conversation wherein devoted clients
tal health, spirituality and relationships. post Instagram photos and hashtag per-
This is a savvy generation, which—perhaps sonal beauty habits, effectively making
unsurprisingly—also gravitates to tech- consumers brand advertisers.

MARKETING TO GEN Z
Rachel Johnson, an experienced marketer and trend
forecaster, has worked for brands like Cynthia Rowley,
Laundry by Shelli Segal and Hyatt. Here, she shares
the top 5 best Gen Z marketing practices.
1. Get Real: Authenticity is key for today’s marketers. Gen Z
buyers get instantly turned off when brands push product in a
manner that feels disingenuous. Ditto for influencers hocking
wares on Instagram. In fact, 63 percent of this demographic
say they’d rather see real people as opposed to celebs in
ads. It’s obvious to Gen Zers when a known person is paid
for a partnership. They quickly realize if it’s off-brand, and
unapologetically disengage.
2. Nix the Box: TV, especially real-time television, is not
a high priority for Gen Z, so commercials don’t even hit their
radar. Instead, nine out of 10 watch YouTube daily, and 70
percent have stated that they prefer streaming over broadcast
or cable. Guerrilla marketing may grab attention, but won’t
necessarily translate to sales. Thoughtfully targeted social-
media ads and personal referrals from pals lure this group.
Gen Z is also experiential, so free samples and purchase or
discount incentives resonate.
3. Social Smartly: It’s easy for all of us to grow
exhausted by today’s many forms of social media—and
Gen Z is no exception. The novelty has worn off, and it’s
wearing them down. Jumping from Facebook to Instagram
to Snapchat is time-consuming, and they’re looking for
more instant ways to engage. That’s why “here this instant,
gone the next” platforms like Instagram Stories, Secret and
Whisper have proven to be such a sweet spot.
4. Show You Care: Today’s worldly conscious teens are
inclined to support those companies displaying community
involvement or strong social missions. They want the brands with
which they align to take a stance on issues they deem important,
be that sourcing artisanal products from third-world countries,
spearheading environmentally conscious efforts or supporting
organizations like People for the Ethical Treatment of Animals
(PETA). Brands that weave an attempt to improve our planet into
their mission statements resonate deeply with this youth bracket.
5. Tweak the Talk: Gen Z won’t respond favorably if a
brand is condescending or elitist. Talk with them, rather than
at them, via a two-way conversation. Twitter has perfected
this form of direct engagement, making interaction easily
accessible. When done right, the relationship is symbiotic.
Brands get real-time feedback—from tips if their website is
experiencing a glitch or insight on whether consumers want
a certain lip color back in stock—and young customers are
made to feel important by getting voices heard.
14 December 2017 | beautystorebusiness.com
ACTIVISTS FOR ALL
“To date, Generation Z is the most ethni-
cally diverse class, and very progressive
in attitudes to race, gender, sexuality and
feminism,” Greene says. “Malala comes
out over Beyoncé as a hero to admire.” As
such, they demand heterogeneity in how
they’re represented. This is the group that
called out Marc Jacobs for using dread-
locks in his spring 2017 catwalk show,
accusing him of cultural appropriation.
They are vocal, critical, conscientious and
unafraid to speak their minds.
“While millennials care about issues
like the environment and politics on
quite a superficial level, Gen Z are planet
Earth’s true activists,” Greene divulges.
Brands can respond by taking care to
always be transparent, and forgoing
binary notions of gender, especially as it
relates to beauty categories.
CoverGirl is a good example. The
56-year-old cosmetics company recently
got a fresh makeover by launching its
first campaign starring James Charles,
a young teenage male influencer. “Among
Gen Z, gender fluidity and neutrality
prevail, and will endure as consequential
themes,” Greene predicts.
Of course, the lines between worlds
virtual and real get blurred: Online, these
forward-thinkers likewise play with their
identities. “They see their faces, like their
Snapchat social channels, as canvases to
manipulate, waxing creative via the appli-
cation of filters, emojis and multicolored
accent marks,” Greene explains.
When it comes to skin care, they
value efficacy, and that puts companies
like Proactiv, the dermatologist-developed
acne brand, in top running. Here is the
demographic that might not only shake
but even shatter the status quo by insist-
ing that beauty pros craft products for all
skin and hair types, then represent every
body shape, gender and sexual orienta-
tion in campaigns. Bleach London has so
far done it right. An edgy tone of voice,
vibrant social-media presence plus a full
panoply of rainbow colors for all ethnicities
align into a winning combination for this
cheeky hair-dye company.
Taken together, such factors might
combine to forge a sector of self-starters.
Many employers currently predict that
students between the ages of 16 and 18
will either pursue an online college educa-
tion or save themselves insurmountable
post-graduation debt by forgoing higher
learning altogether, opting to go straight
into the workforce or taking an appren-
ticeship position after leaving high school.
Today’s teens are entrepreneurs: Nearly
72 percent affirm they’d one day like to
launch a business. Because they view
themselves as content creators astute
enough to exploit digital platforms for the
successful formation of businesses, enter-
tainment empires and charity networks,
they do not consume brands or celebrity
culture in traditional ways. “Gen Z looks to
peers as celebrities,” Greene says. “And they
see themselves—not you—as the brand.”
With retailers like Sephora, Ulta and
Urban Outfitters successfully reaching Gen
Z, independent beauty stores will need to
adopt similar marketing strategies, perhaps
with their own unique spin, to capture this
savvy group of beauty consumers. ■
JGI/Jamie Grill
Francesca Moisin is a beauty and
haircare writer based in Rockport, MA.
100% Pure . . . . . . . . . . . . . . . . . . . . . . . . 44
ABBA Pure Performance Hair Care . . . 48
Aderans. . . . . . . . . . . . . . . . . . . . . . . . . . . 24
ADORAtherapy . . . . . . . . . . . . . . . . . . . . 48
Amazon Series . . . . . . . . . . . . . . . . . . .42
American Dawn. . . . . . . . . . . . . . . . . . . 30
Andis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
ApHogee . . . . . . . . . . . . . . . . . . . . . . . . .20
Ardell . . . . . . . . . . . . . . . . . . . . . . . . . . . .20
Artizen . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
BaBylissPRO. . . . . . . . . . . . . . . . . . . . . . 28
Barbicide . . . . . . . . . . . . . . . . . . . . . . . . . 36
Barielle . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Bass Brushes . . . . . . . . . . . . . . . . . . . . . 32
BCL SPA . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Beauty Inspo . . . . . . . . . . . . . . . . . . . . . . 26
Beauty Logica . . . . . . . . . . . . . . . . . . . . 36
Beauty Strokes . . . . . . . . . . . . . . . . . . . 36
BeautyLove . . . . . . . . . . . . . . . . . . . . . . . 42
Bio Ionic . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Blackwood For Men . . . . . . . . . . . . . . 44
Bloom Mineral Beauty . . . . . . . . . . . . 22
Body Drench. . . . . . . . . . . . . . . . . . . . . .20
Body Toolz . . . . . . . . . . . . . . . . . . . . . . . . 38
Bodyography . . . . . . . . . . . . . . . . . . . . . . 30
Butter Babes . . . . . . . . . . . . . . . . . . . . .34
BWild . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Cala Products . . . . . . . . . . . . . . . . . . . . . 26
California Tan . . . . . . . . . . . . . . . . . . . . . 48
Celebrity . . . . . . . . . . . . . . . . . . . . . . . . . . 26
China Glaze . . . . . . . . . . . . . . . . . . . . . . . 22
clean + easy . . . . . . . . . . . . . . . . . . . . . . 26
Clubman . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Colortrak . . . . . . . . . . . . . . . . . . . . . . . . . 42
Completely Bare . . . . . . . . . . . . . . . . . . 40
Contours Rx. . . . . . . . . . . . . . . . . . . . . . . 24
Cover Your Gray . . . . . . . . . . . . . . . . . .20
Crack Hair Fix . . . . . . . . . . . . . . . . . . . . 22
16 December 2017 | beautystorebusiness.com
Cricket . . . . . . . . . . . . . . . . . . . . . . . . . . .20
CROC Professional Hair Tools . . . . . 46
Cuccio Colour . . . . . . . . . . . . . . . . . . . . . 34
Degasa Beauty. . . . . . . . . . . . . . . . . . . . 26
DeMert Brands . . . . . . . . . . . . . . . . . . . 32
Denman . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Dennis Bernard Professional
Hair Care . . . . . . . . . . . . . . . . . . . . . . . . .42
Derby Professional . . . . . . . . . . . . . . . 36
DERMA E . . . . . . . . . . . . . . . . . . . . . . . . . 18
Dermactin-TS . . . . . . . . . . . . . . . . . . . . . 32
Dermaquest . . . . . . . . . . . . . . . . . . . . . . . 46
Dermelect Cosmeceuticals . . . . . . . 40
Developlus . . . . . . . . . . . . . . . . . . . . . . . . 49
Difeel by Sunflower . . . . . . . . . . . . . . . 38
Divina Salon Solutions . . . . . . . . . . . . 44
Doo Gro . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
DUKAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
DUO Eyelash Adhesive . . . . . . . . . . . . 28
Earthly Body . . . . . . . . . . . . . . . . . . . . . . 24
Ecoco . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
El Patrón . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Elchim . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Epilady. . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
eShave. . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Estetica Designs . . . . . . . . . . . . . . . . . . 30
Fake Bake . . . . . . . . . . . . . . . . . . . . . . . . 48
Fantasia Industries . . . . . . . . . . . . . . . 18
FHI Heat . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Flip-It Cap Company . . . . . . . . . . . . . . 38
Floclaire LLC . . . . . . . . . . . . . . . . . . . . . . 42
Fromm . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Gena . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
GiGi . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Giovanni Cosmetics . . . . . . . . . . . . . . . 32
Giuliano Professional . . . . . . . . . . . . . 40
Goldfaden MD . . . . . . . . . . . . . . . . . . . .20
Gonesh . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Gordon Brush Mfg. Co., Inc. . . . . . . .20
Graham Beauty . . . . . . . . . . . . . . . . . . . 34
Grande Cosmetics . . . . . . . . . . . . . . . . 42
Gummy. . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
HAI Beauty Concepts . . . . . . . . . . . . . 46
Hair Couture . . . . . . . . . . . . . . . . . . . . . . 22
HairArt . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Hairfinity . . . . . . . . . . . . . . . . . . . . . . . . . 38
Hairgum . . . . . . . . . . . . . . . . . . . . . . . . . . 18
HairUWear. . . . . . . . . . . . . . . . . . . . . . . . 22
Hollywood Fashion Secrets . . . . . . .20
Hot Tools Professional . . . . . . . . . . . . 34
House of Cheatham . . . . . . . . . . . . . . . 22
Hyalogic . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Hydra-Oil . . . . . . . . . . . . . . . . . . . . . . . . . 26
i-ENVY by Kiss . . . . . . . . . . . . . . . . . . . . 42
Innovative Beauty Products . . . . . . . 26
Interfashion USA. . . . . . . . . . . . . . . . . . 36
Intrinsics . . . . . . . . . . . . . . . . . . . . . . . . . 26
IZUTECH . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Jatai . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
John Paul Pet . . . . . . . . . . . . . . . . . . . . . 48
Johnny B. Hair Care . . . . . . . . . . . . . . . 46
JRL USA . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Keratin Complex . . . . . . . . . . . . . . . . . . 40
La-Brasiliana . . . . . . . . . . . . . . . . . . . . . 32
LeChat . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Lottabody . . . . . . . . . . . . . . . . . . . . . . . . . 48
Love Light Cosmetics . . . . . . . . . . . . . 40
Lucky Tiger . . . . . . . . . . . . . . . . . . . . . . . 49
Luseta Beauty . . . . . . . . . . . . . . . . . . . . 46
Macadamia Professional . . . . . . . . . 40
Malibu C . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Manic Panic . . . . . . . . . . . . . . . . . . . . . .20
Master Well Comb . . . . . . . . . . . . . . . . 49
Mavala Switzerland . . . . . . . . . . . . . . 18
MBK Skincare . . . . . . . . . . . . . . . . . . . . 36
Melanie Mills Hollywood . . . . . . . . . 38
Mia Beauty . . . . . . . . . . . . . . . . . . . . . . . 46
Mighty Hair Clamp . . . . . . . . . . . . . . . . 30
Mini Mani Moo . . . . . . . . . . . . . . . . . . . 34
Mixed Chicks . . . . . . . . . . . . . . . . . . . . . 24
MODIFI Products. . . . . . . . . . . . . . . . . . 32
MOP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Morphe . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Nail Tek. . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Nature’s Protein . . . . . . . . . . . . . . . . . . 32
NSI . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Okay Pure Naturals . . . . . . . . . . . . . . . 36
Olivia Garden . . . . . . . . . . . . . . . . . . . . . 26
Omega Labs USA . . . . . . . . . . . . . . . . .20
ORLY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Oster. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Pacific World Cosmetics . . . . . . . . . . 46
Palladio Beauty . . . . . . . . . . . . . . . . . . . 32
Panasonic . . . . . . . . . . . . . . . . . . . . . . . . 28
PARODI Professional Care . . . . . . . . 48
Pebco Protools . . . . . . . . . . . . . . . . . . . 30
Phillips Brush . . . . . . . . . . . . . . . . . . . .20
Pink Pewter . . . . . . . . . . . . . . . . . . . . . . 36
Plantixoidants . . . . . . . . . . . . . . . . . . . . 46
Product Club . . . . . . . . . . . . . . . . . . . . . . 24
Professional’s Choice Salon
Products . . . . . . . . . . . . . . . . . . . . . . . . . . 30
ProLinc . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Prorituals . . . . . . . . . . . . . . . . . . . . . . . . . 24
Punky Colour . . . . . . . . . . . . . . . . . . . . . 22
Purecode . . . . . . . . . . . . . . . . . . . . . . . . . 42
Puristry . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Qosmedix . . . . . . . . . . . . . . . . . . . . . . . . 18
Quality Pencils Inc. . . . . . . . . . . . . . . . 38
Retinol by Robanda . . . . . . . . . . . . . . . 30
Roux . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Royal & Langnickel . . . . . . . . . . . . . . . 38
Rudolph International . . . . . . . . . . . . . 42
SalonTech . . . . . . . . . . . . . . . . . . . . . . . .38
Sanzi Performance Organics . . . . . . 18
Satin Edge Spa Tools . . . . . . . . . . . . . . 26
Scalpmaster . . . . . . . . . . . . . . . . . . . . . . 24
Scumaci International . . . . . . . . . . . . 18
Sebastian Signs. . . . . . . . . . . . . . . . . . . 32
Seche . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Sewicob International Inc. . . . . . . . . 44
SOMA Hair Technology . . . . . . . . . . . 30
Sorbus Beauty . . . . . . . . . . . . . . . . . . . . 42
Sparks . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Spornette International . . . . . . . . . . . 22
Straight Arrow Products . . . . . . . . . . 26
Sutra Beauty . . . . . . . . . . . . . . . . . . . . . . 44
TEK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Tolco . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Tropical Shine . . . . . . . . . . . . . . . . . . . . 30
True Promise Beauty . . . . . . . . . . . . . . 38
Truss Professional . . . . . . . . . . . . . . . . 44
Turbo Power . . . . . . . . . . . . . . . . . . . . . . 32
Tweezerman . . . . . . . . . . . . . . . . . . . . . . 30
Uber Chic Beauty . . . . . . . . . . . . . . . . . 44
Ultra . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Upper Canada Soap . . . . . . . . . . . . . . . 34
Valera . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
Via . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Voesh New York . . . . . . . . . . . . . . . . . . 44
Wahl Professional . . . . . . . . . . . . . . . . 26
WetBrush . . . . . . . . . . . . . . . . . . . . . . . . . 38
William Marvy Company . . . . . . . . . . 32
Woody’s . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Zach’s Wax . . . . . . . . . . . . . . . . . . . . . . . 34
Zerran International . . . . . . . . . . . . . . 34
Zotos International. . . . . . . . . . . . . . . . 40
ZUCA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
 SKY SHOWN IN RH1488RT8

BROOKLYN SHOWN IN R6/28F

ASPEN SHOWN IN RH1226

AUTUMN SHOWN IN R14/26H

www.esteticadesigns.com · 1-888-899-9447 · HUNTER SHOWN IN R14/26H

2017 BEST SELLERS

Mavala
Switzerland
Mavala Double Lash
844.273.0138,
mavala-usa.com
DERMA E
Firming DMAE Moisturizer
800.521.3342, dermae.com

ZUCA
Artist Backpack
800.799.6548, zuca.com
Fantasia Industries
Hair Polisher Styling Gel
800.426.3030,
fantasiahaircare.com
Sanzi
Performance
Organics
Organic Moisture
Shampoo and Color-True
Hairgum Conditioner
Fiber+ Hair Styling 877.598.3993,
Sparks Pomade sanzibeauty.com
Sparks Purple Passion hairgum.com
Complete Color Kit
sparkscolor.com

Scumaci International
The Original ClassiCurl Roller (2.25")
Denman 800.215.2012, classicurl.com
Jack Dean
Qosmedix Fade Brush
Three Panel LED Lighted Table Top Cosmetic Mirror 800.848.6866,
631.242.3270, qosmedix.com denmanbrushus.com

Jatai HairArt
Feather Black Styling Razor H3000 Heat Brush Pro
888.965.2824, jatai.net 888.424.7278, hairartproducts.com

18 December 2017 | beautystorebusiness.com

2017 BEST SELLERS

Cover Your Gray

Fill In Powder
845.398.3340, coveryourgray.com

Hollywood Fashion Secrets

Silicone CoverUps
800.621.9585, hollywoodfashionsecrets.com
Goldfaden MD
Doctor’s Scrub ApHogee
954.963.5090, Two-Step Protein Treatment
goldfadenmd.com 855.274.1313, aphogee.com

Omega Labs USA Manic Panic

Gordon Brush Mfg. Co., Inc. Fungus Treatment Phillips Brush High Voltage Hair Color Cream
The FootMate System 800.783.9969, Light Touch Series Brushes in Ultra Violet
855.366.8628, footmate.com omegalabsusa.com 800.875.3623, phillipsbrush.com 718.937.6055, manicpanic.com

Cricket
Ultra Smooth Dryer
800.654.7032, cricketco.com

Body Drench Ardell

MUD Face Masks Double Individuals Knot-Free Double Flares
800.621.9585, bodydrench.com 800.621.9585, ardelllashes.com

20 December 2017 | beautystorebusiness.com

 SWITZERLAND

Demanding and delicate skin ?

SWISS
SKIN SOLUTION
The Alpine power to the heart of your skin DERMATOLOGICALLY TESTED
Without mineral oil, phthalates,
sodium laureth sulfate
Born from a controlled fusion between Swiss Nature and the science of cosmetology, this
new skin care line for demanding and delicate skin meticulously combines the power of Alpine
botanic treasures – Alpine Rose, Apricot, Willowherb … – with advanced dermatological active
ingredients – Hyaluronic Acids of three molecular weights, Vitamin C with progressive release,
micro-encapsulated AHA …
The dermo-soothing 0DOORZÁRZHU Swiss mountains beauty queen, and the pure water from
WKH$OSVSHUIHFWO\EDODQFHGLQWUDFHHOHPHQWVHQULFKHDFKIRUPXODZLWKWKHLUEHQHÀFLDO
properties for skin.
/HW\RXUVHOIEHVXUSULVHGE\ERWKWKHVHQVRULDOLW\DQGWKHHIÀFLHQF\RIRXUWDUJHWHGVROXWLRQFDUH
With WUDQVIRUPWKHORRNDQGIHHORI\RXUVNLQ
Naturally Swiss.
MAVALA USA – Tel: 970-368-6594 – www.mavala-usa.com 6FLHQWLÀFDOO\SURYHQ
2017 BEST SELLERS

Ultra
Aero Tweeze Slant Tip Tweezers
800.328.3006, dencoultra.com

Crack
Hair Fix
Original Styling Spornette International
Creme Swizzle Brush
800.783.9969,
Bloom Mineral 800.323.6449, spornette.com
crackhairfix.com
Beauty
Balancing Facial Toner
757.842.6350,
bloommineralbeauty.com

GiGi
Honee Warmer
800.621.9585, gigispa.com

China Glaze
Nail Lacquer in Kill
the Lights
800.621.9585,
DUKAL chinaglaze.com
DUKAL Reflections Make-Up
Remover Cleansing Towelettes
800.243.0741, dukal.com
HairUWear
Hairdo 20" Invisible Extension
888.655.8900, hairuwear.com/hairdo

Punky Colour
Hair Couture Punky Colour in Purple
Hair Couture 20" House of Cheatham Gena 800.621.9585,
Tape Extensions Africa’s Best Herbal Intensive Dual 100% Tea Tree Oil jeromerussell.com
562.483.7376, Conditioning No-Lye Relaxer System 800.621.9585,
haircouture.com 866.993.7820, africasbesthair.com genspaproducts.com

22 December 2017 | beautystorebusiness.com

2017 BEST SELLERS

Artizen
Hydro-Ionic 5700 Dolphin Styling Iron
800.447.2718, artizenusa.com

Andis
SlimLine Pro Li Trim
Trimmer
800.558.9441, andis.com

Product Club Aderans

Ready to Use Pop-Up Foil Combo Box René of Paris Hi-Fashion Collection
800.308.3588, productclub.com 800.353.7363, reneofparis.com

Contours Rx
Lids By Design
Mixed Chicks 800.701.4269,
Coil, Kink & Curl Styling Cream contoursrx.com
818.888.4008, mixedchicks.net

Earthly Body
Scalpmaster Marrakesh Oil Hair Prorituals
Lather Time Professional IZUTECH Styling Elixir Daily Shampoo
Lather Machine BTX450 1” Color Flat Irons 818.993.3880, 800.783.9969,
800.645.5118, burmax.com 888.449.0556, izutechpro.com earthlybody.com prorituals.com

24 December 2017 | beautystorebusiness.com

2017 BEST SELLERS

Wahl
Professional
Black Peanut
800.776.9245,
wahlpro.com
Innovative Beauty Products
Thick: Longer, Thicker, Softer Facial Hair
800.854.9809, godefroybeauty.com

Intrinsics
Hydra-Oil 2" x 2" Petite
Moisturizing Body Cream Straight Arrow
Satin Edge Spa Tools Silken Wipes Products
800.783.9969, hydraoilusa.com 5” Professional Acrylic 800.277.0377 x The Original Mane ’n Tail
Nail Slicer 1220, Conditioner
800.645.5118, intrinsics.net 800.827.9815,
burmax.com manentail.com

LeChat
Dare to Wear
Metallux in Hypnotic
Beauty Inspo 800.553.2428,
Chubby Buffer Brush lechatnails.com
Cala Products 631.447.8700, burmax.com
Pure Radiance by Cala Premium
Gold Hydrogel Mask
213.745.5141, calaproduct.com

Olivia
Garden
iBlend Color & Care Celebrity
Degasa Beauty Brush Collection clean + easy Debra Color Training Manikin,
100% Cotton Balls Large 0.6g 800.922.2301, Original Roll-On Wax Refills Level 12
818.326.6112, degasabeauty.com oliviagarden.com 800.621.9585, cleanandeasyspa.com 631.447.8700, burmax.com

26 December 2017 | beautystorebusiness.com

 Introducing
2017 BEST SELLERS
LashSavers
TM

The Elite Eye Mask

Seche
Seche Vite Dry Fast
Top Coat
800.621.9585,
seche.com

DUO Eyelash
Adhesive
DUO Lash Adhesive
in Dark
Extends the life of lash 800.621.9585,
extensions and strip lashes duoadhesives.com

Protects eyes and lashes

during sleep, massage
and travel
Washable Panasonic
Panasonic Professional
One size fits all Series ER-GP80-K Clipper
and Trimmer
800.405.0652,
panasonicprotrimmers.com

ProLinc Clubman
Callus Eliminator After Shave Lotion
Nail Tek 800.621.9585, 800.621.9585,
XTRA 4 Strengthener prolinc.com clubman.com
for Hard, Brittle Nails
800.621.9585,
nailtek.com

Eye Mask
BaBylissPRO
BaBylissPRO Rapido

TO ORDER: Professional Dryer

800.726.4202,

lashsavers.com babylisspro.com

800.690.1654 Woody’s
BWild
Temporary Hair Color
Beard Oil Spray in Lynx Pink
DISTRIBUTOR PRICING 800.621.9585, 800.621.9585,
FREE SHIPPING AVAILABLE woodysgrooming.com jeromerussell.com

28 December 2017 | beautystorebusiness.com

 NO MORE BLEACHING
The Original 2-in-1 Technology... Lifts Existing Color as it Deposits

Avena Duoport LUMETRIX

cuts processing time up to 80%!
• Lightens tinted or natural hair and deposits
• Available in 14 vibrant shades and Blue Accent BA1
• A true 2-In-1 lightening and coloring product allowing
for up to 5+ levels of lightening

DEEP IRISE ULTRA SWEET ACQUA ECRU ASH BLUE STEEL SILVER 12
BLUE
CASHMERE 20 FUCHSIA CANELA RED VIOLET LT. BLOND RED 66 ACCENT
GOLD POTATO 15 CHESTNUT 10 11
31 16 63 22 30 BA1
33 43 5

NUMERO 2
Formulas for dry,
tinted and relaxed,
porous and
stressed hair.

SUPER LIGHTENING PLUS

Anti-Hair Loss Formulas P • European Formula for the Best Lighening
Proport • Duoport• Quadraport
W • High Lift Cream with Botanicals

Avena Beauty, Div. Interfashion USA Inc, NY, NY 11354 INTRODUCING LUMETRIX C.E.O.
PERMANENT

Available at professional Beauty distributors. For locations: C.E.O. COLOR ELIXIR OIL
HAIR COLOR OIL

www.AvenaWorldwide.com No Amonia – No Resorcinol 1

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2017 BEST SELLERS

Bodyography
Grab and Go’s
Collection
800.783.9969,
bodyography.com

Retinol by Robanda
Optimeyes Eye Treatment
800.783.9969,
retinol-skincare.com

Tweezerman
Rose Gold Slant
Tweezer
800.645.3340,
Estetica Designs tweezerman.com
Violet
888.899.9447, esteticadesigns.com

Mighty Hair
Professional’s Clamp
Choice Tortoise Shell-Med/
Pebco Protools Salon Products Large
Handheld Lite Dryer Single and Double Wax Warmers 800.783.9969,
800.783.9969, 570.851.2364, professionalschoicesp.com mightyhairclamp.com
pebcoprotools.com
SOMA Hair Technology
SOMA Clarifying Shampoo
866.843.2257,
somahaircare.com

Bio Ionic
10x Pro Styling Iron 1"
323.525.3001, bioionic.com

Hyalogic
Beauty From Within HA Liquid
866.318.8484, hyalogic.com
Epilady
Esthetic Generation
American Dawn 5 Facial Epilator Tropical Shine
Ultimate29 Collection Bleach-Safe Towels 866.374.5239, Large 4-Way Buffer
800.627.5839, adisalonproducts.com epiladyusa.com 800.783.9969, tropicalshine.com

30 December 2017 | beautystorebusiness.com

2017 BEST SELLERS

BCL SPA Dermactin-TS

Stress Relief Bubble Charcoal
Essential Facial Sheet Mask
Oil Blend 845.398.3340 x324,
714.352.3600, fiskgroup.com
bclspa.com
Turbo Power
TwinTurbo 3200
888.715.6100,
turbopowerinc.com

Palladio
Beauty William Marvy
Velvet Matte Company
Cream Lip Color Mar-V-Cide Disinfectant
954.922.4311, 800.874.2651,
palladiobeauty.com info@wmmarvyco.com

Giovanni Cosmetics
Malibu C 2chic Repairing Hot Oil Hair Treatment
Perfection Skin Care System 800.563.54683,
800.622.7332, malibuc.com giovannicosmetics.com

Nature’s Protein
Coconut Restore Revitalizing
Whipped Coconut Oil
800.861.2066, nphaircare.com
Sebastian Signs
Pure Perfume Oils
sherri@sebastiansigns.com,
sebastiansigns.com

La-Brasiliana DeMert Brands

Olio di Morocco Smooth Not Your Mother’s Clean Oster
Bass Brushes MODIFI Products Advance Formula Freak Dry Shampoo Classic 76 Clippers
Bass Beard Brush MOD Clean 718.445.6026, 844.233.6378, 800.830.3678,
702.331.4440, bassbeardbrush.com modclean.com la-brasiliana.com nymbrands.com osterstyle.com

32 December 2017 | beautystorebusiness.com

2017 BEST SELLERS

Mini Mani Moo

Mess No More! Liquid Tape for Nails & Peel-Off Base Coat
210.878.6173, minimanimoo.com

Zerran
International
APS Balayage Pro Kit
800.626.1921,
zerran.com or
zerranaps.com
Cuccio Colour
Super 7 Second Reactive Top Coat
800.762.6245, cuccio.com

Upper Canada Soap

Damsel in D-Stress Ladies’ Emergency Kit
800.548.4097, uppercanadasoap.com

Gummy
Gummy Hair Styling Wax Bright Finish
877.216.5003, kanaronline.com

Zach’s Wax Butter Babes

Extreme Color Gels Organic Body Butter
800.921.4311, zachswax.com 778.227.4886, butterbabesinc.com

Via
Graham Beauty Hot Tools Professional Moisture Repair Shampoo
Soak-Off Gel Nail Wraps 1 1/4-inch Salon Curling Iron/Wand, 24K Gold Plated Extra-Long Barrel 888.934.3067,
800.438.8594, grahambeauty.com 800.487.8769, hottools.com viahaircare.com

34 December 2017 | beautystorebusiness.com

 Transform Your Hair into its
ULTIMATE BEST with LA-BRASILIANA

KERATIN + COLLAGEN SMOOTH

TREATMENTS SMOOTHING SYSTEM

Revolutionary process that has the ability to Smooths, Shines, Softens, Eliminates Frizz.
transform hair to its healthy, shiny state. For all Hair Types.

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info@la-brasiliana.com
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2017 BEST SELLERS

Pink Pewter
“Never Let Go”
Color and Styling
Comb
Doo Gro 888.214.5678,
Medicated Hair Vitalizers Beauty Strokes
pinkpewter.com Streetwear Cosmetic Brushes
800.861.2066, doogro.com
718.821.5939, beautystrokes.com

Barbicide
Barbicide Half Gallon
800.222.8160, barbicide.com

Barielle Okay Pure Naturals

Hint of Tint Nail Moisturizing Treatment African Shea Body Butter
845.398.3340, barielle.com 305.622.7474, okaypurenaturals.com

Derby Professional
Interfashion USA Single Edge Razor Blades
Lumetrix 877.216.5003, kanar.us
888.292.4247,
avenaworldwide.com

El Patrón
Spray Talc
elpatronusa.com

MBK Skincare
Methode Brigitte
Ecoco Kettner Eye Beauty Logica
Eco Styler Professional Styling Gel Rejuvenator Derma-Fix Skin Relief Razor Bump & Burn Solution
ecocoinc.com mbkskincare.com 866.518.5272, beautylogica.com

36 December 2017 | beautystorebusiness.com

 Create smooth hydrated curls with incredible shine and
staying power with the TurboPower® Nano SilkTM Curling
Iron. The Nano Silk surface distributes heat evenly for
consistent long-lasting curls.

Nano Silk Barrel
1.1 inches diameter barrel.

Extra long cool tip helps prevent hair damage and burning.
8’ (2.5 m) extra-long swivel cord with hang loop.

Digital color changing display.
Auto shut-off after 60 minutes.

Advanced ceramic heater.
Dual voltage.

Adjustable temperature from 265º to 430ºF. model TCI100

Nano-Silk technology coated plates and powerful ceramic heaters of the TurboPower® Nano-Silk Black flat iron
are artfully combined to provide hair design professionals with the most effective flat iron available.

1.1 inch plates.

Effortless glide that doesn’t pull hair and seals in moisture on both damp or dry hair.

Floating plates with cool tips helps prevent hair damage and burning.

Advanced ceramic heater.

Adjustable temperature from 265º to 450ºF.

8’ (2.5 m) extra-long swivel cord with hang loop.

Auto shut-off after 60 minutes.

Universal voltage.
model TP512

The TurboPower Forma Chrome curling wand is the tool of choice professional
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stylists use to create perfect, natural curls and ringlets that are works of art!

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©2017 TURBO POWER INC. Turbo Power Inc.

reserves the right to modify product design.
2017 BEST SELLERS

Hairfinity
Purify and Protect Kit Melanie Mills Hollywood WetBrush Quality Pencils Inc.
888.387.4151, hairfinity.com Gleam Body Radiance in Rose Gold WetBrush Pro Flex Dry GraffEtch Hair Art Pencils
818.248.5565, melaniemillshollywood.com 800.523.2889, prowetbrush.com 516.524.1358, graffetch.com

Flip-It Cap Royal &

Company Langnickel
Flip-It All In One MODA 7-Piece
Beauty Pack Professional
702.623.0600, Makeup Brush Set
flipitcap.com 800.247.2211,
beautyusa.
royalbrush.com

SalonTech
Spinstyle PRO
877.278.9030, salontech.com

Body Toolz
EL-8 Eyelash Collection Display
866.475.0431, bodytoolz.com
True Promise
Beauty
Difeel by Sunflower ONE Ten in One Multi-
Premium Natural Hair Oils Treatment Facial Cream
845.398.3340 x324, 888.761.2256,
sunflowercosmetics.com truepromisebeauty.com

38 December 2017 | beautystorebusiness.com

2017 BEST SELLERS
Dermelect
Cosmeceuticals
Rejuvenail Fortifying Nail &
Cuticle Treatment
888.693.3763, dermelect.com
Fromm
1907 Glosser Paddle Brush
info@frommbeauty.com,
frommbeauty.com
Love Light Cosmetics
Love Lash magnetic lashes
lovelightcosmetics.com
40 December 2017 | beautystorebusiness.com
Elchim
3900 Light
855.379.2922,
elchim.com
Completely Bare Tolco
Ready Set Wax Hypoallergenic Wax 13 oz. Economist
Strips for Face, Bikini & Body Spray Bottle
info@completelybareproducts.com, 800.537.4786,
completelybare.com tolcocorp.com
Zotos
International
NaturellePro Luxe
Giuliano Professional Majestic Oil Treatment
Greyfree 800.242.9283,
402.660.9662, colormepro.com naturellepro.com
Keratin Complex
Keratin Color Care Shampoo and Conditioner
888.409.4445, keratincomplex.com
eShave MOP
Shaving Creams Basil Mint Firm Hold Clay
800.947.4283, eshave.com 866.586.4493, mopproducts.com
FHI Heat
Platform Tourmaline ne
Ceramic Professional
onal
Macadamia Professional 1" Hair Styling Ironn
Nourishing Moisture Masque 877.344.4328,
800.807.3950, macadamiahair.com fhibrands.com
2017 BEST SELLERS
BeautyLove
Love Struck Apron (#BB134)
760.212.7019, beautyloveaprons.com
i-ENVY by Kiss
V-Luxe Minklash Inspired Lashes
ienvybykiss.com
ORLY
ORLY Breathable Treatment + Color
818.994.1001, orlybeauty.com
42 December 2017 | beautystorebusiness.com
Purecode
1 1/4-inch Titanium Infuse Pro Vapor Flat Iron and Protective Serums
732.264.3049, purecodeusa.com
Floclaire LLC
Ultimate Moroccan Argan Oil Hydrating
Shampoo and Hydrating Conditioner
888.377.9187, ultimatearganoil.com
Sorbus Beauty Grande Cosmetics
Acrylic Extra Large Stackable and Grande Lash-MD
Interchangeable 3 Piece Set 877.835.3010,
973.778.1045, sorbusbeauty.com grandecosmetics.com
Rudolph International
Soft Touch Sand Turtle files in 120/Teal, 220/Purple
and 280/Berry
800.237.7229, softtouch.net
Dennis Bernard
Professional Hair Care
Amazon Series smartSOLUTIONS Incredible
Smoothing Shampoo Treatment and Holding Spray Colortrak
Neutralizing Masque 800.541.5456, 2pk Glitter Brushes
754.263.2820, amazonseries.us dennisbernard.com 800.327.5256, colortrak.com
 
8QZUDSWKHJLIWRI

9LVLWRXUZHEVLWHWRYLHZRXU ZZZZUUD\VRQFRP
LQVWUXFWLRQDOYLGHRVXVLQJ+L/LWHZUDSV LQIR#ZUUD\VRQFRP 
2017 BEST SELLERS

Puristry
Puristry Seaberry Moisturizer
800.309.2500, anthropologie.com

Blackwood For Men Voesh New York

100% Pure Pure Moisture Body Wash Collagen Gloves and Socks
100% Pure Coffee Bean Caffeine Eye Cream 562.267.9009, blackwoodformen.com 516.935.2888, voesh.com
844.PURE.100, 100percentpure.com

TEK
TEK Ceramik
Antibactieral Brushes
877.842.2224,
tekitalyus.com

Sutra Beauty
Ionic InfraRed
Flat Iron
855.788.7255,
Divina Salon Solutions sutrabeauty.com
Non-Whitening Nail Polish Remover
Truss Professional 800.928.7665, divinaproducts.com
Herchovitch; Alexandre Shampoo,
Conditioner and Mask
844.878.7711, usa.trussprofessional.com

Uber Chic Beauty Sewicob International Inc. NSI

UberMat Vincent Gold Mastercase Nurture Oil Cuticle Oil
uberchicbeauty.com 800.535.4614, sewicob.com 800.354.6741, nsinails.com

44 December 2017 | beautystorebusiness.com

2017 BEST SELLERS

Dermaquest Pacific World

Plantioxidants Essential B5 Cosmetics
Plantioxidants Power Seed Hydrating Serum Bio-Oil
Menagerie Cream 800.213.8100, 800.780.6999,
plantioxidants.com dermaquestinc.com pacificworldcorp.com
Johnny B. Hair Care JRL USA
GEM Dry Oil Micro Mist Fresh Fade 1000
323.201.6280, johnnybhaircare.com 305.599.2116, jrlusa.com

CROC Professional Hair Tools

Morphe CROC PLUG Mini Travel Tools
Morphe X 714.521.225, crocusa.com
Jaclyn Hill Palette
844.373.2906,
morphe.com

HAI Beauty Concepts

STYLSET professional dryer
877.212.8700, haibeautyconcepts.com

Luseta Beauty Mia Beauty

Keratin Oil Hair Repair Serum Plastic Elastics With Cutter Tool
888.986.2686, lusetabeauty.com 866.866.9824, miabeauty.com

46 December 2017 | beautystorebusiness.com

Every Day’s a
Good Hair Day
Vitamins and Hair Care for
Total Daily Nourishment
hairfinity.com I @hairfinity

Down
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PARODI
Professional Care
PARODI Comforting
Muscle Lotion
info@parodicare.com,
parodicare.com
Lottabody
Style Me Texturizing
Setting Lotion
800.473.8566, lottabody.com
48 December 2017 | beautystorebusiness.com
Gonesh
Gonesh Sticks Classic
Variety Pack 1 Incense
800.223.8217, gonesh.com
John Paul Pet
Lavender Mint Shampoo
888.588.1119, johnpaulpet.com
Roux
Fanci-Full Rinse Instant Hair Color
800.933.4303, rouxbeauty.com
Fake Bake
Flawless Self-Tan Liquid
888.244.4826, fakebake.com
California Tan
Instant Sunless Lotion
800.633.0069, californiatan.com
ADORAtherapy
Joy Chakra Boost
877.840.4242, adoratherapy.com
ABBA Pure Performance Hair Care
Preserving Blow Dry Spray
866.586.4493, pureabba.com
 2017 BEST SELLERS

Valera
Swiss Power4ever
Lucky Tiger Professional Dryer Developlus Master Well Comb
Lucky Tiger Liquid Cream Shave 800.447.2718, Satin Color Care Shampoo Master Bay Rum After Shave
800.222.8160, getluckytiger.com valerausa.com satinhaircolor.com 800.343.4989, masterwellcomb.com ■

again!
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THE HAIRS ABILITY TO RETAIN MOISTURE

@ICFantasia Fantasiahaircare

Fantasia Industries Corporation | fantasiahaircare.com | 800.426.3030 | Available at Fine Beauty Supply Stores & Major Retailers | MADE IN USA

beautystorebusiness.com | December 2017 49

 Jatai, a family-run
business, is operated
by (from left to right)
Kevin, Gloria, Dean
and Vanessa Wada.

Jason Bennett

50 December 2017 | beautystorebusiness.com

 Discover how Jatai International
built a legacy on innovative razors to become
a leader in the barber industry.
By Karen Wilhelmsen
a International, a supplier of finely crafted
atai
razors, shears and shaving accessories, has
eevolved tremendously since its inception 67
yyears ago—and thanks to the revival of the old-
h l bbarbershop,
school b has seen a recent spike in sales. Spear-
headed by CEO and president Dean Wada, the business is now
also a family-owned and operated one. Let’s take a look at the
company’s rich history, greatest victories, growth strategies
and big plans for the future.
BRIDGING THE GAP
In 1950, Jatai International was founded by Fred Wada, a man
with whom Dean coincidently shares the same last name, but
no direct relation. Jatai (an acronym for Japan America Trading
Agency, Inc.) originated as a liaison office in California to promote
postwar trade between the U.S. and Japan.
“Fred Wada was a man who was really interested in
establishing Japan in the world market. After World War II,
Japan was devastated, and he felt that the only way to get
Japan back on its feet was to create commerce,” Dean says.
A produce wholesaler who distributed to grocery stores
throughout Southern California, Fred faced many challenges in
getting Jatai up and running. “There was prejudice against the
Japanese after World War II, and that was a major obstacle
for him,” Dean says. Despite such hurdles, Fred formed
a network of business professionals—CPAs, lawyers and
bankers—well versed in the various regulations required for
foreign corporations to do business in the States.
Interestingly, Fred also made tireless efforts while serving
on the Tokyo Olympic Committee, which helped Japan get the
nomination for the 1964 Summer Olympics. Dean says, “This
was really important because in ’64, it opened Japan to the rest
beautystorebusiness.com | December 2017 51

Next year, Dean’s children Vanessa and of the world. The first bullet train was
Kevin (pictured to his right) will have more introduced at the Olympics, and this was
involvement in upper management at Jatai.
the start of Japan coming out of World
War II devastation.”
As the company grew, Fred invited
“My advice to a commodity trader in New York, who
specialized in foreign trade, to join him
entrepreneurs on the West Coast. That man was Kay
Obayashi, who would become Jatai’s next
is to stay owner in the late 1970s. At first, Jatai
specialized in sewing machines, and later
focused, stay switched focus to what Obayashi knew
best: importing and exporting. From tatami
true to your mats to diatomaceous soil to scrap pieces
of tuna for canned cat food, the company
didn’t find its niche until Obayashi started
convictions importing haircutting razors and blades.
and be patient— SHEAR LUCK
In the 1960s, under Obayashi, Jatai
nothing happens began distributing Feather Safety Razor
Co. products, starting with the Feather
overnight.” Switch-Blade Shears with Replaceable
Blades—an item that did well for many
–Dean Wada years as one of the priciest, high-quality
shears on the market (and is still sold by
the company today).
“[Obayashi] started to find products
he could have full or exclusive distribu-
tion rights to,” Dean says. “Today, that’s
what we’re enjoying right now. We have
been the sole distributor of Feather pro-
fessional beauty products as well as a
52 December 2017 | beautystorebusiness.com
couple other product lines.” Jatai has also
created its own line of men’s grooming
products, which includes shaving cream,
facial cleanser and moisturizer.
Feather products are made in Seki,
Japan—the birthplace of the samurai
sword and a region known for its cutlery,
knives and grooming tools made using
the land’s plentiful natural resources, like
pine charcoal for kilns. “Jatai razors are
truly remarkable. Their quality is what
sets them apart,” says Dean’s daughter
Vanessa, who oversees marketing and
product development. “Feather, our razor
manufacturer, sets the bar on razor pro-
duction. … They are very precise with
their production techniques and quality
control testing.”
In 1991, Jatai and Feather developed
the Feather Styling Razor, which is Jatai’s
hero product and the No. 1 haircutting
razor in the world. “The Feather Styling
Razor is the first replaceable-blade razor
with guarded blades to appear in the mar-
ket,” Vanessa says. Prior to its invention,
razors folded and had a guard slip on the
head of the razor, which allowed hair to get
clogged between the guard and blade. This
posed a danger to stylists who could easily
cut themselves. Unlike its predecessors,
the Feather Styling Razor has a guard built
right onto it, with a blade that extends into
the handle for a more secure grip.
“The other thing about our razor is that
it doesn’t fold. It’s a straight-handle razor,
which was unheard of back when we
brought it out. The reason we did that was
to give the hairdresser a real easy tool to
use, which you don’t have to learn how to
hold. It’s just like grabbing a pencil or paint-
brush—and you start cutting,” Dean says.
THE BARBERSHOP BOOM
Dean was working as a CPA for one of the
Big 8 firms in the 1980s (“Way back when
we had floppy disks,” he laughs), and Jatai
was one of his clients. Though Obayashi’s
nephew was poised to take over the busi-
ness, he tragically died in a plane crash;
Obayashi invited Dean to join the company
in 1987. “I always wanted to get involved
with a small company to help develop it
and be more entrepreneurial,” Dean says.
Seventeen years later, Dean purchased
Jatai, moving its headquarters from Santa
Fe Springs to Buena Park, California.
Dean says that his most memorable
accomplishments over the years include
conceptualizing the Feather Styling Razor,
bringing Seki Edge tools to the U.S. and
witnessing Seki Edge nail clippers become
the No. 1 nail clipper sold on Amazon.
“Because of the internet, people who
shave at home can get access to less
expensive products, and great products
as well. So due to that, a lot of entrepre-
neurs have come out and developed shav-
ing products and men’s haircare products,
which opened the doors for the barber
industry to really flourish and continue
Jason Bennett, product photo courtesy of Jatai International
Feather Switch-Blade Shears were
the first Feather product Jatai
distributed in the 1960s.
“Today, when
people think of
the Feather
Styling Razor,
they think of
Jatai—and that’s
a great feeling.”
–Vanessa Wada
RAZOR-SHARP PRECISION
Take a look at some of Jatai’s most popular items.
1 Feather Styling Razor: A
best-selling SKU used by more
than half a million stylists, this
razor is compatible with Standard
Blades and Texturizing Blades
(sold separately); available in a
variety of handle color options.
Suggested Retail Price: $41.95
2 Feather Artist Club Shaving
Razor: Choose a DX model
with a heavier weight or an
SS model, lighter and ideal for
sensitive skin, to give your
clients a customizable shave
using one of five replaceable
to evolve. Before this all started, we sold
very few blades. Yet since the barber
industry changed, we now sell thousands
per month,” Dean says.
But the recent growth in the barber
industry also meant increased competi-
tion. “It’s definitely changing the business
model we have been comfortable with
for decades. Finding new products and
getting them distributed properly [is a
challenge] given the distribution channels
we have today, which are very narrow
and difficult to get a new product into,”
Dean says.
He has increased efforts to get Jatai
products into more retail stores by reduc-
ing retail prices earlier in the year; Dean
is also working on additional solutions to
help stores boost sales of Seki Edge prod-
blade types (sold separately).
SRP: $130 to $300
3 Feather Nape & Body
Razor: Specifically designed
for outlining and shaving the
nape, bikini line or sideburns,
this razor with a guard features
a folding handle and small
blade for accuracy. For use with
Nape Blades (sold separately).
SRP: $41.95
4 Seki Edge Fingernail Clipper:
The stainless steel SS-106 and
SS-107 professional-grade
ucts in particular. To compete with online
prices, he says he needs to even out the
playing field, and is confident Jatai will
increase in brick-and-mortar store sales in
the near future.
THE NEXT GENERATION
Jatai’s success may equally be due to
its supportive culture. Dean says that he
treats the 10 employees that make up
Jatai’s staff like family, nurturing every-
one’s talents as best he can. “The culture
is a community working together to find
the best products that meet our custom-
ers’ demands, and great service. If I hire
good, solid employees, they will bring
our Jatai culture to life and give that
feeling of ‘family’ to our customers and
our suppliers,” he says.
fingernail clippers have a
high-quality, sharp cutting edge
paired with a contemporary
design. SRP: $16 to $18
5 Fuji Perfect Paper Dispensers:
For a stronger grip and superior
saturation, Fuji Paper’s pre-
folded end papers for perms
and body waves are included
with the purchase of the Fuji
Hands Free portable dispenser
that can be worn around a wrist
or the Fuji Hands Free counter
dispenser. SRP: $9.95 to $16.25
(respectively)
beautystorebusiness.com | December 2017 53
Three of his employees also happen
to be family: His wife Gloria, vice president,
manages payables; his son Kevin, who
joined seven years ago, handles operations;
and his daughter Vanessa, who came on-
board six years ago in a marketing capacity.
Vanessa previously worked as a regis-
tered dietician, with the hopes of creating
an online business promoting her nutritional
services; one day she realized that she
could be an asset in increasing Jatai’s mar-
keting efforts. “Maybe it was just because
I’m his daughter, but I’d like to believe he
thought I could make a positive difference
at Jatai,” Vanessa says.
Over the years, her role has evolved to
encompass website management, video
production, photography and product
development, among other things. Van-
essa finds inspiration for new products by
studying market trends, reading customer
reviews and applying what other indus-
tries are doing to the beauty industry. “I
take a new product, create a brand look
and feel, and then determine ways to bring
it to market. I wear a lot of hats, but I like
it this way because it means I’m constantly
learning and being challenged,” she says.
Vanessa admits that working with fam-
ily has its pros and cons, saying, “It’s family,
so it’s easier for me to express what I feel
without feeling like I will be fired. I have a
greater ability to try to carry out my initia-
tives and ideas. I can turn on my daughter
charm and sometimes get my way! But I still
feel like an employee. … If any of us get into
a bad argument it could easily be carried
into family life outside of work if we let it.”
Kevin adds, “Working with family is
not too different from working for some-
one else. When I’m at work I don’t interact
differently with my family versus our
other employees. One difference is com-
pany expenses feel more personal, as if
I’m spending my own money.”
Kevin, a CPA prior to joining Jatai,
didn’t have a clearly defined role when he
started, but now manages the computer
systems, accounting, human resources,
purchasing orders, attends trade shows
and more. He says, “A lot of days I’m
not sure what will come up, and it keeps
Courtesy of Jatai International
things interesting.”
Dean feels it’s becoming increasingly
difficult to hire quality employees—
something that’s on his mind right now
because he’s planning to reorganize the

CUTTING CLASS
The Jatai Academy offers
ff beauty professionals
f feel a family operation allows the legacy
the opportunity to learn from the best.
Established three years ago, the Jatai Academy provides free
educational resources to stylists and barbers on shear cutting
techniques to achieve styles like bobs, long layers and men’s cuts
using Jatai products. You’ll even find videos with marketing and
business-building tips from skilled educators.
“Many hair professionals we’ve talked to expressed they are
afraid to use a razor in the hair; some say they would like to learn,
but just haven’t; others say our products are too expensive. So, we
created the Academy to break these barriers,” says Vanessa Wada,
in charge of Jatai’s marketing and product development. “When
people know how to use our products, they won’t feel afraid to
use them. They will see their value and this will hopefully justify the
price. You are paying for the quality, dependability, consistency of
product and customer service to make sure customers don’t have to
worry about their tool.”
For more information, visit jataiacademy.com.
BARBER TOWELS
JUMBO28 JUMBO13
16” x 28” and 13” x 13”
54 December 2017 | beautystorebusiness.com
company in 2018, getting Kevin and Van-
essa more involved with upper manage-
ment and daily operations while he takes
a backseat. With family businesses being
a rarity these days, Dean says, “I really
to continue, giving the next generation
a running start and the opportunity to
spread their wings.”
In addition to expanding the distri-
bution of new products released this
year (Jatai Heat Shields, Jatai Teasing
Pin Comb and Feather Standard Blades
R-Type), 2018’s emphasis will be on
adapting to an ever-changing market. “A
greater focus on selling direct will come
into play, which means we will more
heavily draw our attention to building
online sales,” Vanessa says.
Kevin agrees, saying, “E-commerce is
playing a larger and larger role in distri-
bution. It offers a great opportunity, but
it creates challenges for brick-and-mortar
distribution. Navigating between those
two distribution channels will be very
important for our future.”
Dean says the company wouldn’t
be what it is today without the ongoing
encouragement of his wife Gloria. “With-
out her understanding and support, it would
have been difficult for me to advance the
company. We have four children, so she
was constantly taking care of them while
I was on the road selling or staying late at
the office, doing what I had to do. She is a
big part of why we’re here today.”
Optimistic about the future of the
company, Dean says, “If you’re passionate
about what you believe in, those bumps in
the road are just bumps, and you’ll continue
and succeed. It may not be in dollars, it may
not be in the fashion you thought, but you
know you’ll succeed as far as you can go.” ■
Get Connected!
jatai.net, jataiacademy.com
@jataifeather @jataifeather
800 627 5839
www.adisalonproducts.com
info@adisalonproducts.com
for fast & affordable shipping

Request a catalog at BEAUTYLOGICA.COM

 Learn why you need it, what types there are and how to
get the right policies for your business.
By Dr. Steven Austin Stovall

I
nsurance—it’s not a sexy topic, but it’s a really important one to consider for cost savings and business
protection. Each month, or each quarter, you likely pay your insurance premiums without giving them much
thought. But with premiums hovering in the $10,000 to $20,000 a year or more range, it’s an expense you
need to monitor regularly.
Commercial insurance, unfortunately, is rife with terms and phrases that are confusing at best. Understanding
DragonImages

insurance is the key to monitoring its cost and negotiating better rates. The following information will help you
get a better grasp on commercial insurance policies.

56 December 2017 | beautystorebusiness.com

WHY IT’S IMPORTANT
First of all, you have to have—and you
do truly need—insurance for your busi-
ness. There are many types of business
insurance and each plays an important
role when you need it. For example,
property insurance will help you get the
store open again after a fire. Liability
insurance is there when one of the prod-
ucts you sell causes an allergic reaction
in one of your customers.
In the event either of these circum-
stances were to occur, you most likely
do not have the funds lying around to
cover these costs in their entirety—and
the expense could potentially sink your
entire enterprise. That’s why insurance
is a worthwhile investment—as well as
a smart business practice. Imagine for
a moment that you have sales around
$3,000 per day at your store. What if
you were unable to be open for 30 days?
Could you afford to continue the busi-
ness without the $90,000 in revenue
that you would be losing?
That’s where insurance can help.
Having a comprehensive policy that is up
to date and covers your unique retail sit-
uation protects you when events beyond
your control affect operations. Whether
fire or flood, theft or hacking of customer
credit card data, insurance is like secur-
ing a rich relative who helps you out in
times of need.
FILING CLAIMS
Of course, the more claims you have, the
higher your premiums will be. That’s why
it’s also important to know when to file
a claim and when not to. As an example,
suppose you open for business one day
and notice that one of your front store
windows was hit by a rock. If you have
a deductible of $5,000 for property dam-
age, but the window would only cost you
$1,000 to have it professionally repaired,
there is no need to file the claim. Plus,
you can write off the $1,000 as a mainte-
nance and repair expense. When there is
major damage, exceeding your deductible,
your agent will be able to help you file the
claim. Often, all you have to do is make a
phone call and the agent will personally
visit your site, assess the damage and get
the ball rolling for repairs. Again, this is
the peace of mind that insurance cover-
age can provide.
UNDERSTANDING
COVERAGE
There are many types of insurance cover-
age available from your agent. Knowing
what you need and how much you need
is derived from a solid conversation with
that agent so that he or she has a handle
on what your business does. If your insur-
ance agent wrote your policy entirely
from a phone call or email without visiting
your store, you likely are paying too much
and don’t have enough coverage.
If you have a business owner’s
policy, then you already have
property insurance and liability
insurance rolled in together.
So what kinds of coverage are avail-
able for a beauty store retailer? Actually,
there are numerous types of insurance
you could secure for your store. How-
ever, there are five primary ones you
should have.
The first type of insurance you should
possess is property insurance. Self-
explanatory, property insurance protects
the assets you have. It’s the building
and the structure you are occupying,
but even if you rent or lease space,
it’s also the shelving, racks, computers,
countertops and even the inventory that
you have in the store. In short, property
insurance is important because if there
is a fire or sprinkler system discharge
or a deer crashes through your front
window during the night and destroys
the store, you have coverage. Your agent
can help you estimate how much your
assets are worth and their replacement
value so you can determine how much
coverage you need.
Second, liability insurance is there
for your legal protection. Think of this
as having a slush fund in case you get
sued. Liability insurance helps when a
customer is harmed by something he or
she purchased in your store or simply
trips over a snag in the carpet. This kind
of coverage pays for medical bills and
attorney fees. The insurance company
will often even help secure an attorney
for your case. Also, this is one type of
coverage that is surprisingly affordable.
Depending upon where you are located
and your circumstances, you can obtain
$1 million in liability protection for less
than a few thousand dollars per year.
Third, umbrella policies are helpful if
you have extremely high costs associ-
ated with a claim, such as the death of a
customer due to an accident in your store
or from products purchased from your
business. An umbrella policy goes above
and beyond typical liability insurance.
Often, this is an add-on to your policy
that can sound quite affordable (less than
$1,000 per year). However, if you think the
likelihood of such a catastrophic event is
low, you might be able to consider drop-
ping this type of coverage. You’ll need to
weigh the relatively low cost of the cov-
erage with the probability of something
disastrous happening.
Fourth, a business owner’s policy (BOP)
is a comprehensive form of insurance that
can be very helpful. It provides full cover-
age for your property and for liability.
The great thing about a BOP is that it
can really provide cash when you need it
most. For example, if you have a fire that
destroys so much of the business that you
have to be closed for a couple of months,
a BOP will cover your employees’ pay and
provide you with income that would be
lost during the shutdown. And, depending
upon your insurance carrier, a BOP might
even pay for a temporary location as your
existing store is refurbished.
Finally, workers’ compensation insur-
ance provides medical expenses and
income for employees who are hurt
while working on the job. In some states,
your carrier does not handle this insur-
ance. It has to be purchased separately.
And in places like Texas, workers’ com-
pensation is not a legal requirement
to do business. Like anything else, it is
beautystorebusiness.com | December 2017 57
negotiable and you can shop around for
the best prices—or even join a consor-
tium of other small businesses to secure
a lower rate.
READING YOUR POLICY
Your commercial insurance policy can
be an overwhelming document to under-
stand. A good agent will happily sit down
with you and explain every detail and
amount to you. But, it’s also important
to understand the statement yourself.
Knowing a few key aspects of the policy
will assist you in learning this seemingly
foreign language.
First, know what kinds of coverage
you have. If you have a business owner’s
policy, then you already have property
insurance and liability insurance rolled
in together. The types of protection you
have will be listed in your policy.
Next, become familiar with some basic
insurance terms. For example, if your lia-
bility coverage is for “claims made,” then
you only have protection when both the
occurrence of an event and your claim for
it is within the policy period. Therefore,
if you have a fire in October, but cancel
your insurance in November, and make a
claim for that fire in December, you would
not be covered. However, if your liability
coverage is for “occurrences,” then even
if your policy has been cancelled, if the
fire “occurred” during the policy period,
you are still covered.
Also, the dollar amounts shown can
be confusing. In one part of your policy,
it will show you the “limits” of each
type of coverage. If you see “fire dam-
age” and a limit of $500,000, then that
means the most that will be paid out is
$500,000. Your claim may be less than
that or it may be more; but the most that
the insurance company will pay you is
half a million. In addition, you may see
figures such as “$1,000,000; $1,500,000
x $1,000,000; $2,500,000 x $2,500,000.”
These show you excess liability limits
for each occurrence and in aggregate.
Excess liability coverage provides higher
limits above and beyond the primary lim-
its. In the numbers just shown, it means
that the first layer of excess liability
insurance is $1,000,000. Then, the sec-
ond layer above that initial amount is
$1,500,000. And, the third layer above
these first two layers is $2,500,000.
 Again, talk to your agent about anything
you don’t understand. Effective agents are
there to help you, not just collect premi-
ums from you.
NEGOTIATE A BETTER
POLICY
The old adage that everything is nego-
tiable definitely applies to commercial
insurance. Your agent has the ability to
change amounts and deductibles to either
increase your coverage or lower your
premiums. And other insurance agencies
are eager to offer a proposal to you so
they can get your business. It’s smart to
get a few proposals to consider. As with
any other business expense, you should
try and spend the amount of money that
is right for your operation.
One way you can easily and quickly
lower your premiums is to increase the
deductible. Insurance is a gamble and
if you’re betting that no claims will be
made during the coming policy period
(typically a year), then having a high
deductible will mean lower monthly or
quarterly payments. However, if a claim
is made, make certain you have the
funds available to pay an exorbitantly
high deductible.
Just like how bundling your car, boat
and house with one insurance company
saves money for your personal insurance,
The old adage that everything
is negotiable definitely applies
to commercial insurance.
commercial insurance can also be accom-
modating. Talk to your agent about adding
more services and see what he or she
can do about your rates. Be sure to
mention other types of insurance that
you might add, such as employment
practices liability insurance, business
identity theft insurance, flood insurance
or terrorism insurance. All of these are
very affordable (often, less than a few
hundred dollars) and may help decrease
your overall cost of insurance.
Finally, work with your agent. As men-
tioned already, professional insurance
agents should be willing to come to your
store and help you with your business—
almost like a business consultant. Many
will make annual or semi-annual visits to
your store and walk around with you to
improve your facility. They can help you
identify causes of concerns, and they
can save you money. As an example,
your agent may have a program that
lowers your premiums if you install cam-
eras or monitored fire alarms. And with
workers’ compensation insurance, you
may be able to lower your premiums if
you conduct safety training courses or
establish a safety committee.
If your agent doesn’t do this, start get-
ting quotes from other agencies. Tell them
what you would like and seek out those
who will be partners with you, not just an
expense on your profit-and-loss statements.
Is all this worthwhile? Of course.
Obviously, labor and inventory are your
greatest expenses. But, insurance is a
noticeable line on your P&L statement.
If you could lower it by 20 percent,
wouldn’t you take just a few minutes to
make a couple of phone calls? It would
be time well spent—and money saved. ■
Dr. Steven Austin Stovall is professor at
Wilmington College, a small business
owner, consultant and trainer on all
aspects of management and marketing.

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58 December 2017 | beautystorebusiness.com

 Makeup Musings
T
he retail market has drastically changed over the
past decade. Online shopping has permanently
altered consumers’ purchasing behaviors. With
reduced shipping times and rock-bottom pricing, available
at the mere click of a button, its no wonder more than
half of Americans prefer to shop online. Add to that the
practice of maintaining online wish lists, the flood of
emails offering discount codes and social-media posts
promoting flash sales at every turn—brick-and-mortar
retailers are more challenged than ever before.
Even though online retailers tempt customers on
every platform with perfectly styled imagery, influencer
collaborations, free shipping and free returns intended
to translate the shopping experience into a transac-
tion—these transactions, though instant, do not please
all of our senses. Beauty consumers still crave a unique
and personalized experience, especially in an age of
depersonalized computer shopping.
As the creative director and brand manager of Bodyog-
raphy, it is my main focus to create products that fulfill the
needs of consumers, follow trends and, most importantly,
come up with the support necessary to encourage distribu-
tors to sell product and engage the consumers in stores.
Using a combination of tactics, you can drive sales back
into brick-and-mortar locations. Let’s talk about how!
EDUCATION COMES FIRST
Invest in educating your sales force—and carry brands
that provide educational support. Having a staff of
educated professionals inspires customers to try new
brands and techniques, resulting in sales and growth.
The best brand partners will offer education and
encourage ongoing educational support with the launch
of new products and the passing of trends, be it a class
or seminar for professional consumers or training for
the trainers. The retail distributors who offer the most
60 December 2017 | beautystorebusiness.com
Retail Store Success
Increase revenue with these tips for your
brick-and-mortar retail beauty store.
By Lori Leib
dynamic educational calendars are always the most
successful. It is best to team up with brand partners and
create a calendar with quarterly classes that appeals to
the professionals in that field as well as to consumers.
For the best results, offer the class at a base rate that
is redeemable for product to boost attendance.
This time spent educating not only results in knowl-
edge of each brand’s features and benefits but also
builds a relationship between the brand and the people
working hard to sell for that brand. This creates an
important bond between manufacturer and distributor.
In salons and beauty supply stores, the brands that sell
the most are the ones that the sales staff or stylists use,
love and represent. Customers will naturally have many
questions, so it is imperative that your staff is properly
trained in each item’s individual selling points.
The retail distributors who offer the
most dynamic educational calendars are
always the most successful.
One way to generate interest in your staff and
customers is by doing “demo days” each quarter. For
Bodyography, this involves sending a team member to
spend a few hours in different store locations to do mini
makeovers. These demo days focus on seasonal trends
and launches. They are planned out months in advance
to create a buzz and give customers something to look
forward to. They allow clients to try before they buy—
something they cannot do online—and give the sales
staff a firsthand glimpse into how to sell the brand,
straight from the source. Distributors and store manag-
ers can chose from a variety of demo day descriptions
that change yearly. You’ll see success using this tactic
because consumers will love the special one-on-one time
with a brand specialist who can guide their purchasing
decisions, catered to their needs.
GET SOCIAL!
Social media is a powerful tool that can be used to
announce sales, launches and educational events—and
it’s a direct line of contact to your customer. As a salon
or supplier, it can be what makes or breaks you! Creating
powerful content is necessary; but what you really need to
do is draw in a physical audience. Buzz days or one-day-only
flash sales are a great way to do this. Choose a random
day each week to offer deals across all brands, which will
promote sales and will force you to shift merchandise
around to make room for new, exciting products. The
internet is littered with so many sales that customers
rarely buy anything at full price anymore. Using flash
sales helps to promote up-and-coming brands and cross-
Courtesy of Lori Leib, Bodyography Professional Cosmetics
promote across different categories.
Similarly, creating a loyalty program is another way to
encourage purchases and create repeat customers; for every
dollar spent, customers can receive points and redeem
them for merchandise once they have accrued enough.
STAY ORGANIZED
Your store’s layout is important, and staying current
is necessary to compete with larger retailers like Ulta
and Sephora. Carrying a lot of merchandise doesn’t
mean that there needs to be clutter. Keep the space
organized and fresh so consumers are
not overwhelmed and are able to browse
freely. Makeup will only sell if it looks
beautiful on display, and will only be
tested and applied if products are clean.
Keep testers full and offer a selection of
disposables so that customers can play
around. This is why they are in the store
to begin with—to touch, smell and feel
items before they buy them.
Signage and marketing materials play
a big role in any brand’s success within
a store carrying competing lines. Most
manufacturers have marketing material
available, from signage and window or
wall decals to promo materials. Custom-
ers should have a sense of what brands
you carry even before entering the store.
Shifting merchandise and staying on top
of trends is the key to keeping your store
in line with competitors, so make sure to
carry a mixture of niche brands as well as
popular staples, which will bring in a diverse
demographic. Bring in new launches often
to create buzz and excitement in the store.
Placing new items on a countertop and
cycling them every two to three weeks is
a great way to promote impulse purchases.
Just like a grocery store, stock your staples
in the back of the store so that consumers
will walk through and notice other items as
they make their way to the necessities.
Makeup will only sell if it
looks beautiful on display, and
will only be tested and applied
if products are clean.
ATTEND SHOWS
Distributor shows are a great way to discover
brands and find excellent deals. Brands will
provide everything that has been covered
above, offering education and deals all
in the same day! They give additional
discounts, offer gifts with purchase orders
and may even agree to offer a class to
showcase seasonal trends and announce
new product launches. The show floor dis-
plays also allow you to visualize what the
brand will look like in your salon or store. But
perhaps most importantly, you can speak
with brand representatives and try a prod-
uct before you buy it for your customers.
It’s a small investment for all the benefits
that come from attending. Likewise, exhib-
iting at shows allows me the opportunity
to speak directly with store-owners and
hear their opinions, which is where I get
many ideas for new products, improve-
ments and displays.
beautystorebusiness.com | December 2017 61
In a world filled with online purchas-
ing, there is still a huge need and desire
for brick-and-mortar shopping. Your in-
store customers are a vital source for
finding out what is hot and trending, so
use them to guide you in the right direction
as far as selecting new brands and prod-
ucts to carry. You want customers to feel
confident in their purchasing decisions,
and stay loyal to those brands in the long
run. There are many pieces to the puzzle
of success in beauty sales. As long as
you integrate solid training and educa-
tion, have a well-presented storefront
with a thoughtful layout, offer a broad
mix of products and have communication
flowing from the manufacturers to guide
the customers in your store, success
should be fairly simple! ■
Lori Leib is certified in Professional
Makeup Artistry. She currently serves
as the creative director for Bodyography
Professional Cosmetics.
 Calendar
Dec. 6-7—PBA Executive Summit,
Omni Scottsdale Resort in Montelucia,
Scottsdale, AZ, 480.281.0424,
probeauty.org.
Jan. 12-14, 2018—IMATS Los Angeles,
Pasadena Convention Center, Los Angeles,
CA, 360.882.3488, imats.net.
Jan. 14-15, 2018—Western Buying
Conference, Bally’s Las Vegas,
Las Vegas, NV, 201.489.8096,
westernbuyingconference.com.
Jan. 15-16, 2018—The 20th Beauty
Expo USA, Westgate Las Vegas Resort
& Casino, Las Vegas, NV, 636.891.5377,
beautyexpousa.com.
Jan. 22-25, 2018—Indie Beauty Expo
LA, California Market Center,
Los Angeles, CA, 718.928.9954,
indiebeautyexpo.com.
Jan. 27-29, 2018—International Salon
and Spa Expo, Long Beach Convention
Center, Long Beach, CA, 480.281.0424,
probeauty.org.
62 December 2017 | beautystorebusiness.com
Feb. 4-7, 2018—NY NOW, The Market
for Home, Lifestyle + Gift, Javits
Convention Center, New York, NY,
914.421.3271, nynow.com.
Feb. 10-12, 2018—Bronner Bros.
International Beauty Show, Georgia
World Congress Center, Atlanta, GA,
770.988.0015, bronnerbros.com.
Feb. 25-28, 2018—2018 Global Beauty
& Wellness Exchange, Ritz Carlton, Half
Moon Bay, CA, 203.202.2576, exchan-
geevents.net.
March 4-6, 2018—IBS New York,
Javits Convention Center, New York, NY,
877.398.6938, ibsnewyork.com.
March 7-11, 2018—Natural Products
Expo West, Anaheim Convention Center,
Anaheim, CA, 866.458.4935,
expowest.com.
April 14-15, 2018—Eastern Buying
Conference, Hilton Meadowlands,
East Rutherford, NJ, 201.489.8096,
easternbuyingconference.com.
April 15-16, 2018—Spring Style
presented by CosmoProf, San Jose
McEnery Convention Center, San Jose,
CA, 800.362.3186, springstyleshow.net.
April 28-30, 2018—America’s Beauty
Show, McCormick Place North, Chicago, IL,
312.321.6809, americasbeautyshow.com.
May 6-7, 2018—The International
Congress of Esthetics and Spa, Arlington
Convention Center, Arlington, TX,
800.471.0229, dallas.skincareshows.com.
May 6-7, 2018—The Makeup Show
NYC, Metropolitan Pavilion, New York,
NY, 212.242.1213, themakeupshow.com.
May 7-10, 2018—Indie Beauty Expo
Dallas, Dallas, TX, 718.928.9954,
indiebeautyexpo.com.
May 20-21—IMAGE Expo, George R.
Brown Convention Center, Houston, TX,
877.219.3976, theimageexpo.com.
June 2-4, 2018—Premiere Orlando, Orange
County Convention Center, Orlando, FL,
800.335.7469, premiereorlandoshow.biz.
June 23-25, 2018—IBS Las Vegas,
Las Vegas Convention Center, Las Vegas,
NV, 877.398.6938, ibslasvegas.com.
July 29-31, 2018—Cosmoprof North
America, Mandalay Bay Convention
Center, Las Vegas, NV, 800.468.2274,
cosmoprofnorthamerica.com.
Aug. 9-12, 2018—Aesthetic Everything
Beauty Expo, The Phoenician Resort,
Scottsdale, AZ, 310.754.0257,
aestheticeverything.com.
Aug. 20-23, 2018—Indie Beauty Expo
New York, New York, NY, 718.928.9954,
indiebeautyexpo.com.
Sept. 15-16, 2018—The Makeup Show
Orlando, Hyatt Regency Orlando, Orlando, FL,
212.242.1213, themakeupshow.com.
Oct. 13-14, 2018—The Makeup Show
Chicago, Revel Fulton Market, Chicago, IL,
212.242.1213, themakeupshow.com. ■
Check out our more detailed industry
calendar at beautystorebusiness.com.
 Deborah Carver Publisher/CEO » Deborah.Carver@creativeage.com
Jeff Black COO » jblack@creativeage.com
Mindy Rosiejka Vice President/CFO » mrosiejka@creativeage.com

EDITORIAL
Stephanie Yaggy Lavery Editorial Director » slavery@creativeage.com
Kim Henderson Executive Editor » khenderson@creativeage.com
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ADVERTISING
Jerry Lovell Associate Publisher/Advertising Director » jlovell@creativeage.com
Suzanne Craven Account Executive » scraven@creativeage.com

ART
Danielle Caseñas Creative Director
Michael Block Art Director
Sophia Freeman Pre-Press Manager
Cristen Wilson Desktop Specialist

WEB/MARKETING
Ryan Boydstun Creative Director-Web
Dawn Cobalt Head of Video Production
Lizzy Sherman Senior Web Editor
David Simpson Ad OPS/Digital Editor

PRODUCTION
Madlen Martinez Production Director
Claudia Marquez Production Coordinator » cmarquez@creativeage.com
Flora Robinson Production Assistant

CIRCULATION
Barbara L. Shepherd Circulation Director
Steve Verba Email Marketing Manager Statement of Ownership, Management, and Circulation
(Required by 39 U.S.C. 3685)
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PUBLICATION TITLE PUBLICATION NO. FILING DATE
Beauty Store Business 1098-0660 10-02-17
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Michelle Ruedy Accounting Assistant COMPLETE MAILING ADDRESS OF PUBLISHER’S HEADQUARTERS
7628 Densmore Ave., Van Nuys, CA 91406-2042
April Menendez Show Manager
Denise Maiman Special Projects Manager FULL NAMES AND COMPLETE MAILING ADDRESSES OF PUBLISHER, EDITOR & MANAGING EDITOR
PUBLISHER: Deborah Carver, 7628 Densmore Ave., Van Nuys, CA 91406-2042
EDITOR: Kim Henderson, 7628 Densmore Ave., Van Nuys, CA 91406-2042
MANAGING EDITOR: Karen Wilhelmsen, 7628 Densmore Ave., Van Nuys, CA 91406-2042
For advertising information, call 800.442.5667, 818.782.7328. OWNER MAILING ADDRESS
Subscription Customer Service: Beauty Store Business, Creative Age Communications, Inc. 7628 Densmore Ave., Van Nuys, CA 91406-2042
Deborah Carver 7628 Densmore Ave., Van Nuys, CA 91406-2042
P.O. Box 460159, Escondido, CA 92046-0159, USA, Phone: 800.624.4196
beautystorebusiness@pcspublink.com, www.beautystorebusiness.com KNOWN BONDHOLDERS, MORTGAGEES & OTHER SECURITY HOLDERS OWNING OR HOLDING 1 PERCENT
OR MORE OF TOTAL AMOUNT OF BONDS, MORTGAGES OR OTHER SECURITIES. None.
Back Issues & Single Copies: $10 each issue. 800.442.5667,
subscriptions@creativeage.com EXTENT & NATURE AVG. NO. COPIES EACH ISSUE ACTUAL NO. COPIES
OF CIRCULATION DURING LAST 12 MONTHS CURRENT SINGLE ISSUE
PUBLICATION OFFICES: Beauty Store Business, 7628 Densmore Ave., TOTAL NO. COPIES (NET PRESS RUN) 16,983 17,354
Van Nuys, CA 91406-2042, USA, Phone: 818.782.7328, Fax: 818.782.7450 PAID/REQUESTED CIRCULATION
1. SALES THROUGH DEALERS & CARRIERS 0 0
2. PAID/REQUESTED SUBSCRIPTIONS 9,536 9,613
** TOTAL PAID/REQUESTED CIRCULATION 9,536 9,613

FREE DISTRIBUTION BY MAIL 6,725 6,840

FREE DISTRIBUTION OUTSIDE MAIL 432 600
** TOTAL FREE DISTRIBUTION 7,157 7,440
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PRINT COPIES NOT DISTRIBUTED

1. OFFICE USE 290 301
2. RETURN FROM NEWS AGENTS 0 0
** TOTAL COPIES NOT DISTRIBUTED 290 301

TOTAL COPIES PRINTED 16,983 17,354

The views and opinions in the articles herein are not to be taken as official expressions of the publishers, unless so stated. REQUESTED & PAID ELECTRONIC COPIES 855 1,029
The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles herein, nor do they TOTAL REQUESTED/PAID PRINT & ELECTRONIC
so warrant any views or opinions offered by the authors of said articles. No part of this publication may be reproduced CIRCULATION: 10,391 10,642
in any form or by any means, including photocopying, or utilized by any information storage and retrieval system without TOTAL PRINT & ELECTRONIC DISTRIBUTION 17,548 18,082
written permission from Beauty Store Business. I CERTIFY THAT ALL INFORMATION FURNISHED ON THIS FORM IS TRUE AND COMPLETE. I UNDERSTAND THAT ANYONE WHO
FURNISHES FALSE OR MISLEADING INFORMATION ON THIS FORM OR WHO OMITS MATERIAL OR INFORMATION REQUESTED
ON THE FORM MAY BE SUBJECT TO CRIMINAL SANCTIONS (INCLUDING FINES AND IMPRISONMENT) AND/OR CIVIL SANCTIONS
(INCLUDING MULTIPLE DAMAGES AND CIVIL PENALTIES).

Mindy Rosiejka, VP/CFO Filed on 10-02-2017

©2017 by Creative Age Communications, Inc. All rights reserved.

beautystorebusiness.com | December 2017 63


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Ad Index
American Dawn . . . . . . . . . . . . . . . . . . . . 54
800.627.5839 • adisalonproducts.com
Avena Beauty . . . . . . . . . . . . . . . . . . . . . . 29
888.292.4247 • avenaworldwide.com
Barbicide . . . . . . . . . . . . . . . . . . . . . . . . . . 25
barbicide.com
Beauty Logica . . . . . . . . . . . . . . . . . . . . . . 55
866.518.5272 • beautylogica.com
Beauty Store Business . . . . . . . . . . . . 63, 64
800.442.5667 • beautystorebusiness.com
Bloom Mineral Beauty . . . . . . . . . . . . . . . 63
757.842.6350 • bloommineralbeauty.com
Burmax . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
800.645.5118 • burmax.com
Butter Babes . . . . . . . . . . . . . . . . . . . . . . . 58
butterbabesinc.com
Cala Products . . . . . . . . . . . . . . . . . . . . . . 61
213.745.5141 • calaproduct.com
City of Hope . . . . . . . . . . . . . . . . . . . . . . . . 65
cityofhope.org/salon-spirit
Cosmoprof Worldwide Bologna . . . . . . . . 62
cosmoprof.com
DeveloPlus . . . . . . . . . . . . . . . . . . . . . . . . 31
951.738.8595 • developlus.com
Ecoco . . . . . . . . . . . . . . . . . . . . . . . . . . 27, 41
ecocoinc.com
Estetica Designs . . . . . . . . . . . . . . . . . . . . 17
888.899.9447 • esteticadesigns.com
Fantasia Industries . . . . . . . . . . . . . . . . . . 49
fantasiahaircare.com
GiGi . . . . . . . . . . . . . . . . . . Inside Back Cover
800.635.8966 • gigspa.com
Hairfinity . . . . . . . . . . . . . . . . . . . . . . . . . . 47
hairfinity.com
Hairdo Hair U Wear . . . . . . . . . . . . . . . . . . . 7
888.655.8900 • howtohairdo.com
Hot Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
800.480.8832 • hottools.com
Innovative Beauty Products . . . . . . . . . . . 19
800.854.9809 • godefroybeauty.com
Jatai International . . . . . . . . . . . . . . . . . . 15
888.965.2824 • jatai.net
JD Beauty Wet Brush . . Inside Back Cover-1
800.5.Beauty • prowetbrush.com
Kanar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
877.216.5003 • kanaronline.com
La-Brasiliana. . . . . . . . . . . . . . . . . . . . . . . 35
718.445.6026 • la-brasiliana.com
Lash Savers . . . . . . . . . . . . . . . . . . . . . . . . 28
800.690.1654 • lashsavers.com
L’Oréal Technique . . . . . . . . . . . . Back Cover
800.345.5014
Master . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
krewcomb.com
Mavala USA. . . . . . . . . . . . . . . . . . . . . . . . 21
704.843.2607 • mavala-usa.com
Mixed Chicks . . . . . . . . . . . . . . . . . . . . . . 13
818.888.4008 • mixedchicks.net
Okay Pure Naturals . . . . . . . . . . . . . . . . . . 45
okaypurenaturals.com
Panasonic . . . . . . . . . . . . . . . . . . . . . . . . . 23
panasonicprotrimmers.com
Sparks Long-Lasting Bright Hair Color . .2-3
855.9.SPARKS • sparkscolor.com
Turbo Power Pibbs Industries . . . . . . . . . 37
888.715.6100 • turbopowerinc.com
Tweezerman Professional . . . . . . . . . . . . 11
800.645.3340 • tweezerman.com
Ultra . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
800.328.3006 • dencoultra.com
Western Buying Conference . . . . . Barndoor
westernbuyingconference.com
W.R. Rayson. . . . . . . . . . . . . . . . . . . . . . . . 43
wrrayson.com
 WHAT CAN
YOU BUY
WITH $5?
A cup of coffee.
A bottle of nail polish.
The chance to save a life.

HOPE
IS IN
› Text YOUR
HAND
“beautygives 5”
(or more) &
S
Your Name to 41444 CityofH
ope.or
g/Salo
n-Spirit

Thank you
for caring!
Deborah Carver is Publisher & CEO of Creative Age
Communications, Inc. and City of Hope’s 2018 Spirit
of Life Award ® honoree.

Creative Age is working with the National Professional Salon Industry to raise money
for City of Hope’s treatment, research and support programs.

HOLIDAY CALENDAR
Dedicated to ordinary pleasures,
from bubble baths to lipstick, these
unusual national observances can
make just about any day beautiful.
Invite your customers to celebrate
these lesser-known holidays by
offering irresistible giveaways,
activities and discounts throughout
the year.
JANUARY
1/8 Bubble Bath Day: On a cold
winter’s night, there’s no better
warm-up than a relaxing soak in
the tub—and the bubblier, the
better. Make a splash with an
inviting display of your favorite
sudsy scented bath soaps, salts
and gels.
1/15 Hat Day: Hats come in handy
in all types of weather, but no one
wants hat hair! Help cap lovers keep
their hair from falling flat with a
selection of dry shampoos, styling
products and accessories that give
hair a volume boost.
FEBRUARY
Weddings Month: Love is in the air
as busy brides and grooms prepare
for summer ceremonies. After a
wedding makeup or hair consultation,
offer lovebirds a free gift, such as a
honeymoon getaway kit, complete
with travel-sized sunscreen and
massage oil.
2/2 Wear Red Day: Created to
promote women’s heart health,
this fashion-forward Friday is the
perfect blend of style and sub-
stance. Showcase a selection of
red accessories and nail polishes,
and consider making a donation to
the American Heart Association.
2/19 Lash Day: Luscious lashes
never fall out of favor. Pump up the
volume with eye-catching displays
featuring mascaras, lash primers
and falsie favorites. Don’t forget to
include eyelash curlers, too.
66 December 2017 | beautystorebusiness.com
2018 Uncommon
MARCH
3/6 Dress Day: From formal
gowns to simple shifts, there is a
perfect dress for every occasion.
Pull together everything she needs
to feel fabulously feminine in her
favorite dress: shaving products,
body shimmer, fashion accessories
and even a bold lip color.
3/21 Fragrance Day: To help pair
customers with the perfect personal
scent, offer an attractive one-day
sale on all fragrance purchases. Set
up an in-store fragrance sampling bar,
featuring a variety of alluring options
for both men and women.
3/31 Prom Day: For this fancy
formal, teens care just as much about
their hair as what they wear. Invite
prom goers to take advantage of a
special salon discount for styling, cuts
and blowouts. Be sure to promote
dance-friendly hairspray, too!
APRIL
4/11 Pet Day:
Ask your customers
to bring pictures
of their pretty pets
to the register to
receive a special
giveaway. Showcase a section of
cruelty-free beauty products that
animal lovers can feel good about,
as well.
4/22 Earth Day: This annual
celebration of our home planet
is a natural time to focus on
beauty brands devoted to organic,
sustainable ingredients and eco-
friendly practices. Make sure to
emphasize product efficacy, too.
4/28 Superhero Day: Get kids
into the act with a family-friendly
selection of super bath products, hair
detanglers, child-safe nail polishes
and more. Offer face-painting and
other activities for costumed
kiddos while their parents shop.
4/30 Hairstylist Appreciation
Day: Looking for a way to thank
those stylists who are a cut above
the rest? Pamper your professional
customers with an all-day discount
on styling irons, clippers, blow
dryers and other salon essentials.
MAY
Better Sleep Month: Encourage
customers to get their beauty rest
with a special section featuring
aromatherapy products, satin
pillowcases, nighttime facial
treatments and calming bath
and body products. On social
media, compile a soothing lullaby
playlist to help customers catch
those Z’s.
5/9 Teacher Appreciation
Day: Many schools stretch this
celebration into a whole week of
thank-you gifts for hardworking
teachers. Make this week easy on
parents by displaying a variety
of personal gift ideas, such as
hand cream, scented candles and
even gift certificates to your store.
5/26 Don’t Fry Day: Just in time
for summer, remind your custom-
ers about the importance of daily
sun protection. Make a beachy,
seasonal display featuring a selec-
tion of sunscreens, protective lip
balms and SPF skin care for both
kids and adults.
JUNE
6/1 Nail Polish
Day: Brush up on
the latest colors
and nailart trends
for an in-store
mani/pedi party.
Offer discounts
on your nail salon services, or put
together a perfect DIY section,
complete with tools, accessories
and colorful polishes for mani
mavens of every skill level.
6/8 Best Friends Day: Encourage
customers to bring in a friend for
a special two-for-one giveaway.
Treat besties to a discounted spa
day for two, or offer a double gift
with purchase, such as matching
cosmetic bags.
6/21 Selfie Day: Boost your
online presence in a flash by host-
ing a themed selfie contest on
your Instagram account—no filters
required! Give participants even more
reasons to smile with photo-friendly
prizes such as foundations, brow kits
and eyeshadows.
6/23 Hydration Day: For a summer
thirst quencher, offer chilled water
dressed up with watermelon or
cucumber slices. Remind customers
to replenish sun-soaked skin with
facial toners, tinted moisturizers,
hydrating sunscreens and complexion-
restoring treatments.
JULY
7/5
National
Bikini Day:
Surf’s up!
Raffle off a
beach bag
with supplies
for a day of fun in the sun. Include
hair accessories, sunscreen, lip
balm and salt spray for those
perfect beach waves.
7/20 Lipstick Day: Tempt
customers to try a bold new lip
color by offering a buy-one-get-one-
free special when they come in
for their signature shade. Make
sure to draw attention to your full
lip-care range, including liners,
pencils, balms and scrubs.
7/25 Wine and Cheese Day:
Could there be a more perfect excuse
for an in-store soiree? Invite a vendor
to teach pro beauty tips while guests
sip and snack on red, white and brie.
AUGUST
8/6 Fresh Breath Day: Everyone
knows you’re never fully dressed
without a smile. Celebrate those
pearly whites and the fresh breath
that goes with them by promoting
a variety of teeth whiteners,
mouthwashes, mints and specialty
toothpastes.
8/17 I Love My Feet Day: Smack
in the middle of sandal season, this
holiday is a great reminder to keep
heels and toes pampered, smooth
and soft. Point your customers to
your pedicure services and products
like exfoliating creams and lotions.
SEPTEMBER
9/19 Talk Like a Pirate Day:
“Arrg”-uably the most famous
uncommon holiday, this landlubber’s
celebration offers endless creative
possibilities, including costume
contests, giveaways and even
scavenger hunts. Remember, X
marks the beauty spot!
9/30 Mud Pack Day: Designed
to help detoxify the skin, the mud
mask has long been a facial must.
Encourage your customers to sit
back and relax—either in your salon
or at home—and indulge themselves
with beauty treatments.
OCTOBER
10/10 Handbag Day: Get creative
with cute displays showing ideal
travel-sized items spilling from purses,
gym bags, backpacks or cosmetic
kits. Mirror compacts, lipsticks,
mini mascara wands and makeup
removers are just the beginning.
10/18 No Beard Day: Just in time
for Movember, this hairless holiday
requires barber-worthy supplies.
Design a display just for the guys
that includes classic razor options,
shaving brushes and after-shave
balms for a smooth finish.
10/22 Color Day: Encourage
customers to come in for a color
consultation to find the perfect
makeup shades or vivid hair dye.
Showcase foundations, blush,
eyeshadows, lipsticks and dyes that
complement every skin tone.
NOVEMBER
Movember: This mustache-growing
movement to promote men’s health
gets bigger every year. Stock a
ready selection
of mustache
combs, waxes
and beard oils to
help participants
stay stylish all month long.
Healthy Skin Month: Remind your
customers that skin needs extra
pampering in the winter months.
Create a display of moisturizers, hand
creams and lip balms that soothe and
soften winter skin.
11/5 Love Your Red Hair Day:
Attract redheads of every hue by
From Top Left: Image Source, lambada, Tetra Images, Michael Block, JGI/Jamie Grill, cyano66, Maskot
promoting professional color services
or at-home hair dye products.
Don’t forget to feature color-safe
shampoos and conditioners that
offer long-lasting results.
11/24 Small Business Saturday:
It pays to prep for this special
Thanksgiving weekend shopping
day. Entice local customers with
storewide sales and a generous
selection of stocking stuffers, gift
sets and other holiday must-haves.
DECEMBER
12/18 Free Shipping Day:
Your online customers can
breathe easier knowing that their
purchases are guaranteed to arrive
by Christmas Eve. Free shipping
makes the holiday shopping
experience all the sweeter! ■
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