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and as a result, so are YOU.
[
]
MODERN SALON Media is
passionate about the beauty
professional at every stage
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HAIR: Sonya and Christopher Dove
PHOTOGRAPHY: Roberto Ligresti
MAKE-UP: Inessa Shak
FASHION STYLING: Alejandro Peraza
As the professional industry’s leading publisher and
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WE’VE PROVEN WE
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Modern Salon | Salon Today | First Chair
HAIR: Candace Bossendorfer, Aloxxi Color Expert
PHOTOGRAPHY: Roberto Ligresti
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FASHION STYLING: Rod Novoa
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As the industry’s leading publisher, MODERN SALON Media prints the
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MODERN is the salon industry’s head-to-toe beauty resource—giving
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P Pretty
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Fashion
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MODERN SALON SEPTEMBER 2013 Volume 99, Number 9 modernsalon.com
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6. E D I TO R I A L C A L E N DA R
OVERALL THEME | WHAT’S NEW [Planning to Grow]
SERVICE FOCUS | Cut & Design
TREND FOCUS | Sneak Peek, show headliners
THE GOODS | (PRODUCT SECTION): Hydrating Head-to-Toe
SPOTLIGHT | New Year, New Shears
SOCIAL PLANNING | Red-hot Valentine ideas and deals
OVERALL THEME | COLOR BURST [Hair Color Issue]
SERVICE FOCUS | Process: Best Blondes, Reds, Brunettes
TREND FOCUS | Cosmetics, Add-on Services
THE GOODS (PRODUCT SECTION) | Color Care
SPOTLIGHT | Super Sundries
SOCIAL PLANNING | Prom Prep, Mom’s Day, Gift Card Sales
OVERALL THEME | CELEBRITY [Influences & Artists]
SERVICE FOCUS | Extensions
TREND FOCUS | Red Carpet, Head to Toe
THE GOODS (PRODUCT SECTION) | Beat the Heat: Thermal Protection
SPOTLIGHT | Best New Blow dryers
SOCIAL PLANNING: Sharing What You Learn at Shows
SPECIAL SECTION | The Healthy Hairdresser
OVERALL THEME | PASSION FIRST [The Creativity Issue]
SERVICE FOCUS | Major Makeovers
TREND FOCUS | Bridal and Special Occasion
THE GOODS (PRODUCT SECTION) | Most Innovative Styling Product
SPOTLIGHT | Unique Irons: Curling & Straight
SOCIAL PLANNING | Really Radical Retail Tips
SPECIAL SECTION | Vintage Beauty Classic Looks
OVERALL THEME | SPRING AHEAD [Trends & Services]
SERVICE FOCUS | Shapes & Styling
TREND FOCUS | Palette & Texture Update
THE GOODS (PRODUCT SECTION) | how Specials
SPOTLIGHT | Spring Nail Shades
SOCIAL PLANNING | Makeover Motivators
SUPPLEMENT | Texture!
OVERALL THEME | SUMMER HEAT [Trends & Services]
SERVICE FOCUS | Men’s Grooming
TREND FOCUS | Competition Updates, NAHA Finalists
THE GOODS (PRODUCT SECTION) | Summer Protection! Head-toToe UV & More
SPOTLIGHT | New for Men
SOCIAL PLANNING | Dads, Grads & More
SPECIAL SECTION | The Healthy Hairdresser (City of Hope Preview)
7. OVERALL THEME | COLLABORATION [Our Industry Working Together]
SERVICE FOCUS | Hair Removal
TREND FOCUS | Hot Summer Texture Trends
THE GOODS (PRODUCT SECTION) | Frizz Fighters
SPOTLIGHT | Clarifiers
SOCIAL PLANNING | Vacation & Travel Tips
OVERALL THEME | INNOVATION [Techniques, Trends, Technology]
SERVICE FOCUS | Fall Color, Corrective Color
TREND FOCUS | Specialization: adding new skills
THE GOODS (PRODUCT SECTION) | Holiday Packages
SPOTLIGHT | Clippers, Trimmers and Razors (oh, my!)
SOCIAL PLANNING | BOO! Halloween Buzz and Biz
SPECIAL ISSUE | MODERN SALON HOLIDAY
OVERALL THEME | ONES TO WATCH [New Talent Issue]
SERVICE FOCUS | Extreme Services
TREND FOCUS | Bold looks, personal expression
THE GOODS (PRODUCT SECTION) | Back-to-School
SPOTLIGHT | Thinning Hair Solutions
SOCIAL PLANNING | Being Cool for Back to School
SPECIAL REPORT | Color Correction Season
OVERALL THEME | WINTER WISDOM [Trends & Services]
SERVICE FOCUS | Caring for Aging Hair, Skin, Nails
TREND FOCUS | Catering to Both Boomers & Millennials
THE GOODS (PRODUCT SECTION) | All About Oils
SPOTLIGHT | Skin Care Solutions
SOCIAL PLANNING | Giving Thanks, Winter Nurturing
SPECIAL SECTION | The Healthy Hairdresser
OVERALL THEME | FAB, FAB FALL [Trends & Services]
SERVICE FOCUS | Texture & Smoothing
TREND FOCUS | Fashion Week Review/Preview
THE GOODS (PRODUCT SECTION) | Pink Promos
SPOTLIGHT | Fall Nail Shades
SOCIAL PLANNING | Pink Prep
SUPPLEMENT | Texture!
OVERALL THEME | INSPIRATION [Big Ideas & Opportunities]
SERVICE FOCUS | Updos & Extras
TREND FOCUS | Party Time, All Out Glamour
THE GOODS (PRODUCT SECTION) | Firm-Hold Finishers
SPOTLIGHT | Favorite Brushes
SOCIAL PLANNING | Last Minute Gifts, Little Luxuries
IN EVERY ISSUE
CHOOSE BEAUTY
TEAM SPIRIT
STATION BREAK
PERSONAL STYLE
ACADEMY TOUR
ASK THE EXPERTS
COLUMNS
Leader Profiles
Educator Profiles
Stylist Profile
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Education Review
Q&A
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MODERN MAN
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For Hairdressers
Skin Care & Cosmetics
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MODERN NEWS
EXCLUSIVE HOW-TOs
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CONNECT
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Launches & More
Our Forte!
New Talent
Get the Look
Online & Social Update
Industry Business
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<<Inspiring
Champions
Strategies
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Lauren Gartland
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Our panel tackles
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How smartphones and tablets
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Surviving
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Ask an Expert
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A MODERN SALON PUBLICATION
Design
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Their salons average 3,000 square feet
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2013
GRAND-PRIZE WINNER:
Posh Hair Studio
Kew Gardens, New York
The Dawn of Daring Design
20 Spaces Brimming with Personality
SALONTODAY.COM
A MODERN SALON PUBLICATION
9. E D I TO R I A L C A L E N DA R
OVERALL THEME | The 17th Annual SALON TODAY 200
SUMMARY | The salon industry’s most prestigious competition celebrating
salon business success and sharing best practices.
MARKET WATCH | Avant-Garde Color Services
SERVICE SPOTLIGHT | Hair Extensions, Facials
PERSPECTIVE QUESTION | What business lesson did 2013 teach you, and
how will that change the way you navigate 2014?
PROFITABILITY PROJECT | Motivating/Rewarding the Front Desk
MARKETING | Mobile Websites
DIGITAL ROUNDTABLE | What professional beauty trends do you forecast
will hot over the next five years and why?
OVERALL THEME | The Giving Guide.
SUMMARY | In this special pull-out and save guide, the leading salon owner
philanthropists offer strategies and tips for planning a charitable event sure to
raise awareness and funds, plus they show how their do-good efforts are also
good for business.
MARKET WATCH | Smoothing, Straightening Systems
SERVICE SPOTLIGHT | Mani-Pedi Packages, In-salon Hair Treatment
PERSPECTIVE QUESTION | How does your company chose philanthropic
projects, and how do you recruit support from your employees and
customers?
PROFITABILITY PROJECT | Tips
MARKETING | In-salon Promo Pieces
DIGITAL ROUNDTABLE | How does giving back to your community/industry
strengthen your brand?
OVERALL THEME | The Business of Color.
SUMMARY | Helping salons convert their clients to color clients,
upgrade color services, improve color management and boost color
profits. Plus a look at color tables and color bars.
MARKET WATCH | Anti-Aging Haircare/Color
SERVICE SPOTLIGHT | Green Service, Massage
PERSPECTIVE QUESTION | What is your company doing to be a good
environmental steward and how do you communicate about that to your
community?
PROFITABILITY PROJECT | Product Usage/Waste Control
MARKETING: Creative Business Cards
DIGITAL ROUNDTABLE | Are today’s beauty customers willing to pay
more for green products, and what kind of environmental benefits are
they looking for?
OVERALL THEME | Mastering the Experience.
SUMMARY | The way to impress today’s client is through the experience.
From lather lounges to experience retail center to the ultimate
consultation, today’s customer-service savvy owners illustrate how any
point of the salon or spa service can become a memorable experience.
MARKET WATCH | Tween/Teen-Based Products & Services
SERVICE SPOTLIGHT | Artistic Nails, Bridal Hair
PERSPECTIVE QUESTION | What are some creative ways salons and
spas can raise the bar on the client experience without significantly raising
their costs?
PROFITABILITY PROJECT | Goal Setting
MARKETING | Mobile Sites
DIGITAL ROUNDTABLE | Both inside and outside the industry, what
companies consistently deliver a superior customer experience and what
lessons are there in that experience for salon and spa owners?
10. OVERALL THEME | Salons of the Year
SUMMARY | An inside look at the 20 winners of the 2014 annual décor
competition. Plus, top designers highlight the latest trends in equipment,
furnishings and décor.
MARKET WATCH | Impulse Products
SERVICE SPOTLIGHT | Slimming Services, Summer Hair Treatments
PERSPECTIVE QUESTION | What should salon owners stay on top of to keep
their décor fresh, and how often should salons plan for a major renovation?
PROFITABILITY PROJECT | Bandwidth (Multiple, Client Groups and
Specialized Services)
MARKETING | Merchandising Displays
DIGITAL ROUNDTABLE | How can good salon and spa design boost service
and product sales?
OVERALL THEME | The Technology Issue.
SUMMARY | One of the most anticipated issues of the year explores
the latest trends in technology that salon and spa owners are using to
manage their business, motivate their staff members and market to clients.
Plus, our annual Software & Technology Guide.
MARKET WATCH | Retailing Tools
SERVICE SPOTLIGHT | Highlighting, Creative Spa Packages
PERSPECTIVE QUESTION | What technology trends are on the horizon
and how will they shape the way future salons do business?
PROFITABILITY PROJECT | Focus on Consumer Wants
MARKETING | Viral Campaigns
DIGITAL ROUNDTABLE | Briefly, what are the top three technology
components that today’s salons must have and why?
OVERALL THEME | 3rd Annual STAMP!
SUMMARY | Profiles of our Salon Today Annual Marketing Program
winners in 27 different categories, including traditional marketing, digital
marketing and campaigns.
MARKET WATCH | Male-Focused Services
SERVICE SPOTLIGHT | Body Treatments, Curly Hair Services
PERSPECTIVE QUESTION | How do you ensure that your brand message
is consistent and clear to all your customers?
PROFITABILITY PROJECT | Selecting/Grooming a Manager
MARKETING | Service Menus
DIGITAL ROUNDTABLE | Outside of the professional beauty industry,
what three companies do you study for marketing and promotional ideas,
and what do they do that you love?
OVERALL THEME | The Women’s Issue
SUMMARY | Profiling 20 compelling women who are shaping the
professional beauty industry.
MARKET WATCH | Make-up & Lashes
SERVICE SPOTLIGHT | Medical Spa Services, Hair Removal
PERSPECTIVE QUESTION | Who shaped the course of your career and how?
PROFITABILITY PROJECT | Added Services/Incremental Profits
MARKETING | Merchandising Displays
DIGITAL ROUNDTABLE | What quality and characteristics do you look for in
a new hire and how do you assess it during the recruitment process?
OVERALL THEME | The Coaching and Consulting Issue.
SUMMARY | In our fifth annual consulting issue, one industry consultant
tackles readers’ toughest questions, plus our annual Coaches and
Consultants Guide.
MARKET WATCH | Holiday Products & Services
SERVICE SPOTLIGHT | Updos, Express Services
PERSPECTIVE QUESTION | What mistake do think is normal for most
salon and spa owners and what should it teach them?
PROFITABILITY PROJECT | Retail Incentives/KPIs
MARKETING | Successful Gift Card Promotions
DIGITAL ROUNDTABLE | What expert outside your company do you
most frequently turn to for guidance and coaching and how does that
help prevent tunnel vision?
11. fall 2013
A Starter’s Guide to a Beautiful Career
FIRST CHAIR is the industry’s only magazine written exclusively for cosmetology
students and recent beauty school graduates. Printed three times each year, and
produced in cooperation with the American Association of Cosmetology Schools, the
FIRST CHAIR community helps students and new stylists successfully transition into
their careers in the beauty industry.
.com
BEAUTY IN
BLACK & WHITE
The tough questions,
the smart answers,
the right approach
Perfect Pixies
Coifing the crop
First Skills
Design, color, skin care and business
Star Power
How celebrity stylists got their big break
Tips from the Top
Hailed as “A Starter’s Guide to a Beautiful Career,” FIRST CHAIR is dedicated to
complementing schools’ curriculum on topics ranging from career development, how
to scout salons, interview and resume skills, and building a portfolio and clientele.
E D I TO R I A L C A L E N DA R
OVERALL THEME | Career Development
TOPICS | Advanced Education, Certifications,
Industry Options
OVERALL THEME | Industry Paths
TOPICS | Specialty Services and Platform, Stage or Classroom
IN EVERY ISSUE
OVERALL THEME | Getting Hired
TOPICS | Interview & Resume Skills, Portfolios,
Scouting Salons
FIRST VIEW | How Industry Leaders Made It Big (and How
You Can, Too!)
FIRST SKILLS | Cutting, Color, Nails, Skincare and
Business—Master the Skills You Need to Build Your Own
Clientele
SIGNATURE STYLE | Special Messages from Industry Icons
TIPS FROM THE TOP | Advice To Hit The Ground Runnin
Advice from industry experts
FIRSTCHAIR.COM A MODERN SALON PUBLICATION
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12. CUSTOM
SPECIAL EDITIONS
HOLIDAY 2013
MODERN SALON HOLIDAY 2013 Volume 99, Number 10B
E
UR CE & GU ID
SP EC IA L RE SO
modernsalon.com
EXTURE
.COM/T
MODERNSALON
SALON
HOLIDAY
MODERNSALON.COM
Beautiful
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13. YOUR PASSIONS,
OUR PLATFORM
Facebook | Instagram | Twitter | YouTube | Pinterest
HAIR: Deb Gavin
PHOTOGRAPHY: Roberto Ligresti
MAKE-UP: David Maderich
FASHION STYLING: Rod Novoa
14. FACEBOOK
MODERN SALON Media’s engagement and
following on our Facebook communities
have skyrocketed in the past 12 months.
MODERN’s readers look to our pages to
share their work and their thoughts.
This community has proven to be a valuable
platform to deliver your messaging and
engage with our audiences.
GET
INVOLVED
PROMOTED POSTS
LIVE EVENT COVERAGE
EVENTS
GIVEAWAYS
ANNOUNCEMENTS
HOW-TO EDUCATION
COMPETITION ALERTS
PHOTOSHOOTS
AND COLLECTIONS
BREAKING NEWS
15. INSTAGRAM
MODERN knows hairdressers are visual
people—which is why it came as no
surprise that Instagram’s ultimate “life in
pictures” platform pushed MODERN to
be the industry leader in followers and
engagement.
MODERN is connected with our followers—
in fact, much of our print and digital
content comes directly from those who
share content with us.
#modernsalon
To catch our editors’ attention, in hopes of being published, more than 25,000 images have been uploaded
using hashtag #modernsalon.
#hairdressermagic
Within days of creating the hashtag #hairdressermagic,
we received thousands of user-submitted work on
Instagram. Today, more than 16,000 images using our
hashtag have been shared.
16. TWITTER
What’s better than reading about the hottest
and latest in beauty? Reading about it in 140
characters or less!
MODERN’s Twitter is a continuous flow
of all things beauty—from live coverage,
events, news, links to how-to education and
photoshoots. MODERN’s Twitter community
has the highest following above any
professional beauty media.
#emmys
#nahalive
17. YOUTUBE / MODERNSALON.TV
At every professional beauty event—from
trade shows and manufacturer events, to
New York Fashion Week and photoshoots—
MODERN is armed with a video camera
and microphone to capture the people,
education, news and views behind your
brand. In addition to community-supplied
video, we provide more original video—
more than 2,000 in the past two years—
than any other industry source. Our
videos are available through our websites,
ModernSalon.tv and YourTube—where
they’ve had almost 2M views.
18. PINTEREST
With the highest following among
professional beauty media, MODERN is
THE leader on Pinterest. To maintain and
build that following, our team of industry
experts and editors on staff scour the
internet to stay on top of what’s trending
in beauty and fashion.
20. MODERN’S DIGITAL LEADERSHIP HAS BEEN
RECOGNIZED AS A “TOP 10 WEBSITE” TWICE IN
THE PAST THREE YEARS BY CRAINS–THE ONLY
SALON INDUSTRY MEDIA EVER INCLUDED.
modernsalon.com
Modern’s websites are continuously updated with more
total content, more new content and more peer-to-peer
content than any other online industry resource. All edited,
created and curated by the industry’s largest and most
experienced editorial team.
salontoday.com
FIRSTCHAIR .com
21. E-NEWSLETTERS
Every day our e-letters deliver the industry’s best education,
inspiration and collaboration. Since we segment the market, we
can ensure that both stylists and salon owners are connected to
the information that’s most valuable to them.
22. CUSTOM E-BLASTS
AND E-LETTERS
Connect with our audiences through a custom e-blast, or we
can create a special edition eletter that features your content.
Working together, we’ll find the best way to connect your
valuable information with our professional audiences.
23. MODERN thrives on empowering
hairdressers, salon owners and students
through our publications, websites and
social media – we work hard to provide
our community with the information, tools
and resources to help them be successful,
elevate their craft and inspire their creativity.
Shop Modern Salon will provide an
opportunity for salon professionals to
purchase education in the various forms
that suit their lifestyle and they way they
learn. We’ll also be retailing artistic apparel
and accessiories for the community,
created by the community that celebrates
our community of creative and inspiring
stylists, colorsits, platform artists, salon
owners and students. Our virtual store will
take continining education to the next level
and help elevate inspiration and creativity.
CONCEPT AND STYLING: Matthew Morris
PHOTOGRAPHY: Jordan Holloway
MAKE-UP: Stephanie Klasse
FASHION STYLING: Georgia Benjou
24.
25. YOUR EVENT,
OUR COVERAGE
MODERN’s Live Event Coverage
HAIR: Eric Fisher, Tausha Ostrander, Nagodar Martinez
and Brooke Stanley for Aquage
PHOTOGRAPHY: Luis Alvarez for Aquage
MAKE-UP: Wanda Alvarez
FASHION STYLING: Patric Chauvez
26. WHEN ARMED WITH AN IPAD, CAMERA, VIDEO OR
NOTEBOOK, MODERN’S EDITORS’ LIVE COVERAGE
OF YOUR EVENTS IS ALL ABOUT MAKING YOU LOOK
GOOD THROUGH OUR SOCIAL COMMUNITIES, DAILY
E-NEWSLETTERS, BLOGS, ONLINE ARTICLES AND
MONTHLY MAGAZINES.
27. THEIR WORK,
OUR RECOGNITION
Competitions and Events
HAIR: Eric Fisher, Tausha Ostrander, Nagodar Martinez
and Brooke Stanley for Aquage
PHOTOGRAPHY: Luis Alvarez for Aquage
MAKE-UP: Wanda Alvarez
FASHION STYLING: Patric Chauvez
28. PEER TO PEER
SUPPORT RECOGNITION
We are a community of working professionals, and our tone respects
hard work and their commitment to their craft. We drive their success by
highlighting and sharing the best practices that will ensure their success.
29. WE
GIVE
BACK
We have an obligation to support our community. MODERN
is actively involved in lobbying efforts—traveling to
Washington to meet with legislators and creating tools that
keep our industry involved, creating materials in print and
online—to promote the value of our industry both internally
and externally, and covering issues that contribute to
the “health”—both personal and professional—of beauty
schools, hairdressers and salons.
30. CUSTOM
PUBLISHING/
PRINT & ONLINE
RESEARCH
VIDEO &
PHOTO
CONTEST
CUSTOM
services
There are many ways to connect.
Modern makes it easy with the more
support and custom services than you’ll
find anywhere else in the industry.
DB
SERVICES
EVENTS
CUSTOM
VIDEOS
31. OUR TEAM
DEDICATED TO THE INDUSTRY, DEDICATED TO YOU
chandler
STEVE
Alison
Rudy
LAUREN
KATHARINE
MAGGIE
ANGELa
SHERRY
STACEY
JOYCE
Anne
debbie
JAN
GREGg
MICHELE
32. CONTACT US
MODERN SALON MEDIA
400 Knightsbridge Parkway
Lincolnshire, IL 60069
Steve Reiss
PUBLISHER
P: 847-634-4354
sreiss@vancepublishing.com
Michele Musgrove
Associate Publisher,
Editorial Director
P: 847-634-7890
mmusgrove@vancepublishing.com
SALES / ADVERTISING
WEST REGION
Gregg McConnell
gmcconnell@vancepublishing.com
P: 805-498-3475
MIDWEST/SOUTHEAST REGION
Katharine Cook
kcook@vancepublishing.com
P: 847-634-7869
EAST REGION
Angela Reich
areich@vancepublishing.com
203-775-5182
INSIDE SALES
Rudy Zamora
modernsales@vancepublishing.com
469-348-3621
SUBSCRIPTION SERVICES | 800-808-2623
EMAIL | SUBSCRIBERSERVICES@MODERNSALON.COM
HAIR: Gerard Caruso
PHOTOGRAPHY: Roberto Ligresti
MAKE-UP: David Maderich
FASHION STYLING: Carlton Jones