Industry News: July 2016

5-Star Finale_Ultimate Finishing ToolIntroducing the 5-Star Finale, “The Ultimate Finishing Tool” from Wahl Professional

Inspired by the sleek 5-Star packaging, the Finale from Wahl Professional is the latest to receive a stunning new design. Equipped with a powerful motor, the 5-Star Finale is another innovative asset in every barber-stylist’s arsenal. The Finale truly is the ultimate finishing tool.

“The 5-Star Finale is definitely a game changer in the professional barber and beauty industry,” says Wahl Education and Artistic Team (W.E.A.T.) member Kristi Faulkner.

As with all Wahl Shaver Shapers, the 5-Star Finale gives an incredibly precise finish to every part of the haircut and shave. The Finale is versatile enough for a variety of cuts on the face, neck and head.

One of the new features on the Finale includes a lithium-ion battery for over 90 minutes of run-time. The lithium battery allows the rotary motor to perform at its full potential from start to finish, with no diminish in speed.

“Anyone can benefit from using the Finale,” says Faulkner. “From a stylist who wants to achieve a precision edge or line-up without a straight razor, to a Master Barber who wants that added benefit of going above and beyond for clients.”

Execute a bump-free, ultra-close shave with the hypoallergenic gold foil, the latest feature in delivering the perfect shave for your clients. The hypoallergenic foil is ideal for clients with sensitive skin.

“The hypoallergenic gold foil allows even the most sensitive individual to use the Finale without any razor bumps, ingrown hairs or skin irritation.”

The 5-Star Finale is available nationwide. To learn more about the 5-Star Finale, visit


FinalEB Cover.3.11 (2)Evolving Beauty–The Business of Beauty in a NEW AGE.

“I am inspired by beauty’s ability to shape a woman’s image and identity, as well as its’ monetizing power!” – Phylencia “PT” Taylor

In April, Beauty Culturalist Phylencia “PT” Taylor released her debut business book “Evolving Beauty–The Business of Beauty in A New Age.” The book was inspiredby her passion for the the billion-dollar beauty industry. Immersed in an industry that continues to grow year after year, Taylor is a former Corporate Beauty Executive and Print Beauty Magazine Publisher of Shine Magazine for Professionals.

Today, she is a (self-coined) Beauty Culturalist, one who studies how the industry shapes the image and identity of women. Also, she is an Adjunct Professor and Chief Consultant of Shine Beauty Culture Consultancy where she helps build brands to shine. Her focus is branding and multi-media platform strategies.
purple couch lounge

“This book is a game changer,” says Lisa Price, Founder of Carols’ Daughter. Price also wrote the books’ foreword.

Evolving Beauty is an Atlas of Essential Insider Tactics for Success in a New Age of Beauty. A “MUST HAVE” for Powerhouse Intrepreneurs—Inside Corporate Brand Executives—as well as Change Agent Entrepreneurs, Brand Manufacturers (Product Brands) and Beauty Influencers (Service Brands) to build independently and unite collectively. Beauty Culturalist and Thought Leader Phylencia Taylor reveals how to use the BEAUTY BREAK THROUGH THEOREM—A proprietary algorithm and brand building tool for big and small businesses, no matter what stage your brand is in.

  • Help end Brand and Blogger Promiscuity
  • Learn how to stay relevant with modern tactics for longevity
  • Find out Who’s the Master? Your product or your consumer?
  • Uncover how Mutli-Cultural sensitivities and growing populations will impact your brand forever more
  • Open up to proven insider strategies, smart branding, product innovation and win/win partnerships

Photo Credit: Jerrina Montgomery

Dark and Lovely® Au Naturale Introduces Length Retention Collection for Protective Hairstyles

The 1st Length Retention Range That Gets to the Root of Protective Styling by Treating the Scalp

Dark and Lovely® Au Naturale, the award-winning authority for natural hair care and styling, is excited to introduce its Au Naturale Length Retention line for protective styles: a range of haircare products designed to treat and soothe the scalp.

Featuring scalp targeted recipes, blended with Jojoba and Peppermint, the new Dark and Lovely Au Naturale Length Retention collection for protective styles is designed to refresh, soothe and nourish the scalp, providing the ultimate scalp comfort and care.

When hair is in a protective style—such as braids, twists, etc.— there are many hair challenges women face, including itchiness, dry scalp, flakiness, unlaid edges and overall scalp discomfort. Therefore, it is essential to keep the scalp clean as your scalp’s health and hygiene impacts the total health of the hair.

“The more you manipulate your strands, the weaker they become. So more and more women are opting to wear protective styles like braids, twists, cornrows and buns, which do not require daily handling and styling,” says Mezei Jefferson, Dark and Lovely Director of Education. “We’re thrilled to introduce a care system that protects your roots, in addition to your ends, while wearing these protective styles.”



Comprised of four exclusive products, the Dark and Lovely Au Naturale Length Retention treatment line for protective styles includes:

  • Dark and Lovely Au Naturale Length Retention Refreshing Scalp Cleanser – Helps keep braids and scalp feeling clean and fresh between wash days.
  • Dark and Lovely Au Naturale Length Retention S.O.S. Hairline Elixir – Crafted with Arginine and Ceramides to help maintain a healthy-looking hairline when wearing braids and weaves.
  • Dark and Lovely Au Naturale Length Retention Tame & Strengthen Edge Tamer – Crafted to help you maintain a healthy-looking hairline while taming frizz and flyaways, in one heroic step.
  • Dark and Lovely Au Naturale Length Retention Nice & Neat Braiding CustardHelps to keep your hair moisturized, soft and conditioned while keeping your style looking new.


The coveted Dark and Lovely® Au Naturale portfolio of products, which are specially formulated to address the unique needs of naturally curly hair textures, include Au Naturale Anti-Shrinkage, Au Naturale Moisture L.O.C. and now Au Naturale Length Retention lines. Whether your hair type is curly, wavy, kinky, coiled or in a protective style, these unique recipes address every curly girl’s treatment and styling needs.

Dark and Lovely Au Naturale collections contain NO drying alcohol, NO mineral oil, NO petrolatum, NO sulfates and NO parabens*.


AVAILABILITY: Dark and Lovely Au Naturale Length Retention for Protective Styles is now available at Walmart and beauty supply stores nationwide. For more information, visit or follow Dark and Lovely on Instagram, Facebook, Twitter and YouTube.

*Ingredients vary by SKU


Magic Shave+LukeCage_ImageSuper Partners! Magic® Shave Teams Up with Marvel’s Luke Cage for A Close Shave… 

Magic® Shave, the undisputed leader in African American men’s grooming and shaving, is pleased to announce a super collaboration with Marvel Comic’s Luke Cage, the Super Hero for hire who’s known for being rough around the edges but always clean cut.

The power team—Magic® Shave and Marvel Custom Solutions—introduces an exciting two-part original Luke Cage story titled, “Luke Cage In A Close Shave!” The comic, created by “Power Man and Iron Fist” writer David Walker and fan-favorite artist Dale Keown, is an innovative, integrated media program that Luke Cage fans and beyond won’t want to miss. The action-packed Part One were on sale in the May issues of Marvel Comics. The complete comic and exciting conclusion will be available in a free digital comic, exclusively at

MagicShaveLogoMagic® Shave has been the pioneer in men’s depilatories for over 100 years, and is everything you need to prevent razor burn and maintain smooth skin. The Magic® Shave collection is comprised of a variety of products in the grooming and shave category. It includes: Razorless Cream Shave Regular Strength, a cream shave that works in 4 minutes and lasts for 4 days, helping to stop razor bumps and give a closer shave than a razor; and new Extra Strength BumpRescue After-Shave Gel, a clinically tested, oil-free aftershave gel formulated with Vitamin C and Caffeine, designed to visibly reduce the look of bumps, leaving skin feeling hydrated and visibly smooth.

Marvel’s Luke Cage debuted as the first African-American Super Hero to star in his own ongoing title. Between his steel hard skin, and super-dense muscles and bones, he is powerful and cannot be cut by the toughest of blades. In the event of an injury or trauma, recovery time for Cage is usually one-third of that of an ordinary human. Cage is a self-taught hand-to-hand combatant with years of street fighting experience; and he is a superb athlete, despite his great height and weight. He is also self-educated in the law and speaks several languages. He is truly Magic® Shave approved!

To learn more about Magic® Shave, visit:

Cosmoprof North America Debuts EVINE Live Collaboration to Provide Exhibitors and Attendees Unique Brand Building Opportunities

Cosmoprof North America (CPNA) is thrilled to announce an expanded collaboration with EVINE Live, an ominichannel retail experience ( offering unique brands and products to customers nationwide. Returning for the 4th year in a row, 150713_134737EVINE Live will hold onsite auditions alongside two other major shopping channels as part of the CPNA TV Shopping Auditions. Proving remarkable success with exhibitors discovered at last year’s Cosmoprof North America event, 100% Pure, Spoolies, Salon in a Bottle and EcoTan, 2016 attendees will now also have the opportunity to meet key EVINE Live merchants throughout the 3-day event. Attendees will be able to visit and meet with the team of EVINE Live directly on the show floor to introduce their brand to key buyers and learn more about how to work with this unique retailer.

150713_160950“CPNA is the perfect place for us to discover the latest beauty brands and innovative products that our customers come to us for,” says Teresa Harris, Vice President of Beauty at EVINE Live. “We have successfully launched several brands from CPNA already, proving our customers love what’s coming from the show. The time felt right for us to expand our reach at CPNA in search of even more niche brands to bring to EVINE Live.”

150713_134800In addition to the above opportunities, a few exclusive exhibitors will be selected for a special on-air EVINE Live segment highlighting CPNA 2016. This special on-air segment will feature footage from Cosmoprof North America 2016 and will show how EVINE Live merchants discover exciting new products to bring to their viewers. Anyone looking to understand more about what it takes to work with EVINE Live can attend a free 30-minute conference session on July 26th to hear directly from representatives of their merchandising team.

150713_135757“We are thrilled to be expanding our relationship with EVINE Live and look forward to seeingmore exhibitors succeed on this innovative platform,” says Daniela Ciocan, Director of Marketing, Cosmoprof North America. “The collaboration not only expands EVINE Live’s visibility to more potential vendors who are present at our event, but also builds CPNA’s visibility to consumers as the on-air segment will reach the homes of consumers who are unfamiliar with how some of their favorite brands arediscovered. For exhibitors, this collaboration grants them new business opportunities through a unique distribution model.”

Cosmoprof North America will take place July 24-26, 2016 at Mandalay Bay Convention Center in Las Vegas, NV. For registration and show updates, visit


NEW Package Design, Same Superior Products!

Personna teams up with barbers and stylists to design cutting edge packaging

Personna is introducing a sleek new packaging design to professional barber and stylist communities. By involving these professionals in the redesign process itself, Personna was able to identify and address any/all opportunities for improvement. The result? A more modern look and feel with bold product imagery, clear product counts and simple feature and benefit callouts. A simple, yet striking revamp!

The packaging transition began in late 2015. See below for a complete timeline of the scheduled transition.

NEW 2016 BP9010



New Packaging Introduced Late 2015

  • BP9010 Double Edge Blades 5-Pack
  • BP9020 Double Edge Blades 100-Count Pack


BP8820B Hair Shaper Blister CardNew Packaging Introduced February 2016

  • BP8820B Shaper Blades Twin Pack 10-Count



BP0250 Eyebrow ShaperBP8800 Hair Shaper Blades Carton BP0900B Classic RazorBP8900B Mini Shaper Blades Cartridge















New Packaging Introduced May 2016

  • BP8800 Shaper Blades Carton Pack 60-Count
  • BP0250 Eyebrow Shaper
  • BP8900B Mini Shaper Blades 20-Count
  • BP0900B “Classic 900” Kit

Personna is distributed by Spilo Worldwide, a leading manufacturer, importer and international master distributor to the professional beauty industry for over 70 years.

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