BIR Bits – October

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A public opinion poll conceived and commissioned by LAVIDGE and Mosaic Multicultural found revealing consumer sentiments about advertising from personal care businesses, such as fitness clubs, salons, massage clinics, spas and beauty products. Among the key findings of the “2017 Southwest Personal Care Marketing Report” are that consumers prefer television and direct mail over other media and are influenced to make decisions when they see and hear the words “trustworthy,” “safe” and “honest” in advertising and marketing.

In addition, the statement, “Our staff is well-trained and knowledgeable” strongly resonated with consumers. The survey surprisingly revealed that consumers don’t prefer advertising messages that say, “You will feel younger.” The report is free and available at



Colleen Martorano joins Lakme USA, an inspired brand of haircolor, and ECRU New York as vice president of sales/prestige collection, haircare and cosmetics. She is responsible for leading the efforts to expand the distribution network and enhancing distributors’ education and training. With over 20 years in the beauty industry, Colleen has worked as a stylist, educator/platform artist, salon chain operations manager, and education and sales director. Her wealth of experience and global perspective will support the company’s focus on business development.



Manufacturer sales for the professional salon industry’s appliances category grew 4.5 percent in 2016, according to the new 2016 Profesional Salon & Pro Beauty Industry Appliances & Shears Study from Professional Consultants & Resources, the U. S. salon and professional beauty industry’s leading strategic consulting, market intelligence and data research company.

Some key findings and growth drivers influencing appliance sales during 2016 included important style trends including the continued demand for curling irons, along with sustained strength of flat irons, plus newer heat-control technologies introduced into the market. The study also reviews clipper/trimmer market leaders Andis, Wahl, Oster and Babyliss/Conair/Forfex and features an in-depth category report on pro shears.



Government Relations

More states are passing hair-stylist-only licenses. Arizona passed legislation to create a hair-stylist-only license, which can be completed with 1,000 hours of instruction. Utah passed a bill to create a hair designer license at 1,200 hours. New Mexico has passed legislation to create a hairstyling license at 1,200 hours.



Courtesy of “The Beauty Industry Report.”
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