State Lines
Visit us on the web at www.statebeautysupply.net
A Publication of State Beauty Supply of Kansas City North
Volume 7 Issue 6
June 2007
Coming Soon!
The one thing that never changes
in the beauty industry is the neverending cycle of change!
State Beauty Supply, with its locally
owned network of conveniently
located showrooms, has received
exciting news regarding new opportunities to expand the already
HUGE range of professional products that we offer to our customers!
As of June 1st, State Beauty Supply
will begin carrying the RUSK product line for distribution within our
showroom locations for in-store
purchases only.
What this means to you, our customers, is that very soon you will be
able to pick up your favorite products like RU STR8, W8less, and
Blowfoam to give your clients the
creative flexibility and high gloss associated with the Rusk line of hair
care products, but you will only be
able to purchase these products
in one of our four easy to get to
showroom locations.
Look for even more new product
line announcements in the near future as many changes are still happening daily within the industry.
We’ll do our best to keep everyone
informed, as the information comes
Speaking of Changes
If you have not been by the Gladstone Showroom
lately, stop in soon to see all of the changes happening there!
State Beauty Supply, in an effort to help salons with
all aspects of the industry, the Gladstone Showroom now houses a 900 square foot Equipment
Showroom displaying premier salon furnishings
from the biggest names in the industry including
Belvedere, Collins, Koken, Orbit and more!
The showroom also has flooring and wall decor
options to customize your salon with that perfect
piece. Flooring options include tile and other original finishes to make your new salon uniquely “you.”
At this time, we are also featuring several pieces
at unheard of promotional pricing on some one-ofa-kind items including floor model hydraulic
chairs for only $99.00! (while supplies last)
The showroom is open Monday through Saturday
so stop by—or contact Jasen Hamilton or Joe
Lysell at 816.891.6700 for more details on remodeling your salon!
Independence Super Sales Day
As a show of appreciation to our
loyal customers, a few times a year
we at State Beauty Supply like to
offer some unbelievable sales prices
as our way of saying “Thank You!”
One of those days is coming upon
us fast!
On Monday June 25th, State
Beauty Supply in Independence, Missouri will be hosting a
Super Sales Day!
If you have never been to one of
our Super Sales Days before, mark
your calendar for this special oneday only event. If you have been to
one before—make plans now to
attend!
This year’s event will include free
snacks, drawings for valuable prizes,
free samples, manufacturers representatives, and deals galore!
If that were not enough to fill the
parking lot, Farouk and Sexy Hair
will be hosting free education open
to all!
Farouk’s Joe Doyle will be doing a
demonstration of the new “Wet 2
Dry” iron from Farouk. Let Joe
show you how to take control of
your hair with a Wet 2 Dry CHI
Ceramic Flat Iron, the latest addition to the CHI collection, that can
be used straight out of the shower.
The Super Sales Day are also a
great opportunity to spend some
one-on-one time with a manufacturer’s rep to get answers to all of
the questions that keep you up at
night!
Don’t miss this chance to
stock up on these once-ayear deals!
For additional details,
ask your Salon Consultant, or contact Shelly
Selle, the Independence
Showroom Team Leader at
816.833.4828.
Make Him Yours At Any Age!
By Kate Hahn
The Boomers. Generation X. Gen Y. Men
from these three age groups have different needs and characteristics as salon
customers. Here's what you need to
know about each one in order to build
your men's business.
Baby Boomers (Born: 1945 -1963)
"You have to cater towards Boomers to
make money right now," says BEN
GUERIN, owner of SALON OASIS in
Colorado Springs, CO and a REDKEN
performing artist. There are 78.2 million
of them, according to the US Census. The
oldest ones have just turned sixty, while
the youngest hover in their early forties but don't expect them to be slowed down
by a midlife crisis. "They always take care
of themselves," says Guerin. "They are
not so influenced by trends as they are by
their personal interests. In the Seventies,
they indulged themselves; in the Eighties,
it was about money and Wall Street. In
the Nineties, they found religion."
When it comes to salon services, "It's all
about convenience for them," says JULIE
VARGAS, director of career opportunities and a regional coach for SPORT
CLIPS, a chain of men's salons. "They're
very conscious of value-based service and
quality." Fancy haircuts and all-day spa
packages aren't their style. Good prices
are. And even though there's a lot of salt
in their salt-and-pepper hair, most aren't
huge color consumers. "About three to
five percent of them do gray blending in
our salon," says CHERISSE WHITE,
owner of CHERISSE'S HAIR SALON
AND DAY SPA in Morgan Hill, CA, and
a success coach for DUROCHER ENTERPRISES. "But I think it's growing.
They'll do it if they see other guys do it but they do like their privacy."
Giving Boomers a little alone time is also
a great way to market retail products.
The best method to get them to try
something new is sampling - but not by
leaving a basket of mini-shampoos at the
reception desk. "Place samples in the
bathroom or changing area. They like to
get samples in private," says Guerin. "If it
is out on the counter in front, they
won't try it." Once they do start buying,
they don't want to be force fed one
option. "They want choices," says Vargas. Sport Clips used to carry only
PAUL MITCHELL products. When
they added AMERICAN CREW, the
retail doubled. "No one switched away
from Paul Mitchell. But clients who hadn't bought product before started to
buy when we made the American Crew
available," Vargas says.
Even though they don't buy gallons of
gel and paste, Boomers help build your
business. "They do not purchase a lot of
product, but they are loyal - not hoppers going from one salon to another,"
says White. "They will book every four
weeks." Vargas points out that what
keeps them coming back is the salon
experience. "Otherwise, they'll just
choose based on what is geographically
closer to them." You have to create a
point of difference. Sport Clips has an
athletic theme. TVs showing basketball,
baseball, football and every other sporting event imaginable are everywhere,
accompanied by surround sound. ESPN
is always on. "We talk about last night's
game, the latest draft, upcoming playoffs," says Vargas.
When marketing to this group, Guerin
says you have to "go where they live."
"They don't want fluff," he says. His salon works with the community schools, soccer clubs, and more - sponsoring events to show they are willing
to get involved. Get real and get basic and you'll be busy with Boomers.
Generation X (Born: 1964 - 1981)
"They are a little more creative than the
Boomers," says White. "They want
color and edgier cuts. They're looking
for trends." These 30 and 40-somethings
are not as numerous as Boomers, but
Vargas says "they respond to services
more." They may get a cut, color, and
conditioning treatment when they sit
down in the chair, resulting in bigger
tickets. Keep current with styles that
Gen-Xers will like by regularly studying
celebs born in the same time period:
Matt Dillon, Will Smith, Tony Hawk,
Dave Grohl, Vince Vaughn, David
Beckham, Jack White. All have original
looks that aren't as over-the-top as
some of their younger counterparts in
entertainment, sports, and music.
"Our largest clientele is this age group,"
says Vargas. "It includes the metrosexuals. They will stop and take the time if
something is value priced." One way to
profit from Gen X's willingness to go for
multiple services is to create packages.
Sport Clips developed the "MVP" service. "It's great for this guy: he doesn't
want to go to the spa, but also doesn't
want to hang out in a barber shop," Vargas says. The MVP includes a massaging
shampoo, followed by a hot steam towel
around the face while the client gets a
neck and shoulder massage, then a cut
and blow dry. "People book doubles and
triples, so they can get longer massages," says Vargas. "We call them our
three-peats." Stylists use electric massagers so they don't get fatigued, allowing them to continue to up-sell clients
to the MVP throughout the day.
Providing that "something extra" - even
if it isn't a full-on package - is a key way
to grab the attention of a Gen-X client.
"They love the scalp massage," says
White. Her salon does a ten-minute
guaranteed scalp massage with every
service. They also offer a 30, 35, or 45
minute scalp massage, at a dollar a minute (as an incentive, it's only $40 for
45). "Men regularly pre-book for that,"
she says. "Once guys have tried it once,
they will rebook it every time." Gen-X
guys are willing to spend a little more
time at the salon - you just have to
make it worth their while. Try tweaking
your menu to add some extras that
don't cost stylists a lot of time, but add
a sense of value to X-ers.
This generation also sees the salon as a
source of expertise on more than haircare. "This group is more open to hearing about skin care," says White. "Tell
them the products they need, why they
need them, and they'll buy them." Stock
up on a skincare line that caters to guys
- with products for shaving, anti-aging,
and sun protection. Give demos, free
consultations, samples, and discounts to
encourage purchases. And don't stop
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there. "Their hands are more important
to them too," says White, who offers a
guy-friendly service called the Sports
Perspective Mani and Pedi.
White's Father's Day promo is a good
example of a package that combines
three things X-ers love: a scalp massage,
a pedi service she dubs the "Callous
Terminator," and a Tea Tree Body Bar.
If you add a fun twist and some trend
expertise to your basic services, you'll
have those Gen-Xers walking in the
door.
Gen Y (Born: 1982-2003)
Trends? This YouTubing, texting, Podcasting generation doesn't have to wait
for you to tell them what's hot. They
knew five minutes ago. "The 15 to 25
year olds are the hardest to get into the
salon," says Guerin. "They will often do
their hair themselves at home. They
trust themselves - but they grow to
trust you more if you let their ideas in."
To get this demo in the door, Guerin
organized a high school night, so young
people could come in and experiment
for themselves at the salon. "We left
things like magazine tear sheets and
swatches out on the counters, and
asked them what they would do if they
could design their own looks. Then we
did what they described, for free. It was
a workshop mentality."
But some kids want a little help narrowing down their options, especially the
oldest Y-ers (age 24). "We send our
corporate coaches to trainings at
American Crew," says Vargas of Sport
Clips, "They have excellent classes on
the latest looks. They come back and
train stylists in our salons." To attract
Gen-Y, it's a good idea for salon artists
to get out of the shop and display their
trend-expertise in various settings. "We
did a style show in Austin, and that engages the young crowd," says Vargas. "It
lets them know trends happen here."
Check out major Y players, like Jake
Gyllenhaal, Heath Ledger, Justin Timberlake, and Dwayne Wade, for ideas on
what's hot.
In the retail realm, Y wants details.
"They want to be educated about product," says White. And that's good - because they'll buy a lot. "They use heavy
product," says Guerin. Give them the
information they need to make decisions, make it collaborative, be extremely on top of trends - and you'll get
those Gen Y guys to spend some time
at your station. That means explaining
things like how to choose styling products based on hair type and texture,
reviewing application techniques, and
describing ingredients.
Of all three age groups, the older GenY-ers are most into cutting-edge services. "The difference with this group is
that they will go for the waxing services
- the back and eyebrow," says White.
Her salon doesn't clean up the Speedoline, but plenty of salons do. No matter
what frills and luxuries your salon offers,
Gen-Y may not hear about it through
old school advertising. A major way to
get to this generation to your stations is
by word of mouth. Peer networks rule:
think MySpace and Facebook. Traditional marketing isn't going to work as
well. "Even getting one or two progressive kids to come in is great for your
business," says Guerin.
What’s New?
Redken Curl Force 17
Redken is adding a new component to its styling aid lineup this month! Just in time to
combat the humidity of summertime, Redken’s new Curl Force 17 texturizing spray gel
revives curls with texture, lustrous shine, and maximum control. The exclusive Bonding
System helps block humidity for a frizz-controlled finish. Just mist lightly on damp hair
and style as usual.
This product is designed to compliment existing styling products for curly hair. Used in
conjunction with Ringlet 07 and Crystal Curls 06, you can help your clients tame the wild
days of summer in style.
Ask your State Beauty Supply Salon Consultant for more
details, or log on to www.redken.com!
New Look for Matrix Amplify
New for June, Amplify has gone through an “extreme makeover” and the finished product has more to offer than just good looks! In addition to a facelift, Amplify is also receiving new products to compliment the lineup of quality hair-volumizing products. Also, a
newly patented ingredient: Thixel Thickening Technology is added to the Amplify products
to help boost the hair from the base as it thickens!
This new technology gives hair massive volume, while leaving hair clean to the touch
without the worry of being weighed down.
Don’t Miss It! Monday July 9th Matrix Hands-On Color and Cutting in Sedalia, MO. Only $75.00!
June 11th OPI Presents: OPI Expert Series!
OPI makes pampering profitable with this full-day program designed to
give you a wealth of ideas for putting more “ahhhh” in your spa services.
You don’t have to be a spa to take your clients on a mini pampering vacation. All you need is a little TLC – and OPI’s spa-friendly product systems.
Where: Tiffany Springs Education Center
When: Monday, June 11th 2007
Time:
9:00 AM until 5:00 PM
Cost:
$99.00 (VIP Price: $85.00)
June 25th Redken Presents: Redken Haircolor Collection
State Beauty Supply of Kansas City North
7860 NW 100th Street
Kansas City, Missouri 64153
Phone: 816.891.6700
Fax: 816.891.6793
Toll Free: 866.641.6700
Email: [email protected]
Join the artistic team from Redken as they cover the theory of Redken
Haircolor Collection from A to Z. This informative format will help answer
any questions you have, while highlighting some of the features and
benefits of the Redken Haircolor Collection.
Where: Sedalia Education Center
When: Monday, June 25th 2007
Time:
12:30 PM until 4:30 PM
Cost:
$25.00
OUR SHOWROOMS ARE OPEN SATURDAYS
FROM 9-2 IN INDEPENDENCE, GLADSTONE,
AND TIFFANY SPRINGS AND
OPEN 8-2 AT OUR
SEDALIA LOCATION!
For guest concerns, questions or
compliments e-mail us at
[email protected]
State Beauty Supply Showroom Directory
Tiffany Springs
7860 NW 100th Street
Kansas City, MO. 64157
816.891.6700
Sedalia Location
903 Royal Boulevard
Sedalia, MO. 65301
660.827.4051
Independence Location
3010-L S. 291 Highway
Independence, MO. 64057
816.833.4828
Gladstone Location
6508 North Oak Trafficway
Suite 115
Gladstone, MO. 64118
816.452.6777
Visit us on the web at:
WWW.STATEBEAUTYSUPPLY.NET