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48 May 2014 | beautystorebusiness.com antioxidant potency within about six months after formulating in products. While many of the newer compounds have a little longer shelf life in formula- tion, they have such a small amount of vitamin C and cost so much that they are not effective. How can beauty retailers determine if the vitamin C found in the products they sell is effective? The single problem with vitamin C prod- ucts that are in liquid form is that the consumer cannot tell if the vitamin C is active or not. The good news is that consumers and store personnel can test antioxidant, and especially vitamin C, products to determine if they are active. The simplest test is the apple test: Cut a relatively old apple in half. On one side, place the cream or serum being tested. Apply nothing to the other side. In minutes and throughout the day, you can see if the side with the product turns as brown as the side with no product. Products with active vitamin C will protect the apple and should not turn brown all day long, just as the product should protect the customer paying for that benefit. There are other tests we have to demonstrate antioxidant activity, but the apple test is the easiest for beauty store personnel and customers. We would like to see the FDA regulate what can be claimed to be vitamin C, as beauty stores are selling products with little or no active ascorbic acid in them with claims of pure, active ascorbic acid. Stores that will sell their customers anything they want to buy will not care about the integrity of vitamin C products. However, the beauty store that builds its reputation on integrity will test every vitamin C product to ensure it is effec- tive. One caution is that a product in a brand claiming to have vitamin C can be more active in one test than the next because of when the product was made, if it was shipped and/or stored in a warm warehouse, and if light was allowed to enter the product in the store. What are some of the wellness treatments that you offer for sale in beauty stores and salons/spas? We offer the following hair treatments: • Malibu Blondes • Color Correction • Color Prepare • Curl Partner • Hard Water Wellness • Miracle Repair • Scalp Therapy • Swimmers Wellness • Relaxer • Weaves and extensions The power is really in our Treatment Packets indicated above, which can offer the following benefits, among others: • Better gray coverage • Body, bounce and shine • Brilliant highlights • Brighter blondes • Damage repair • Flake-free scalp and itch relief • Hard water solutions • More vibrant, long-lasting color • Stress-free corrective color • Swimmers' solutions We also offer skin solutions to soothe and improve the appearance of skin affected by: • Acne • Age spots • Burns • Dermatitis and eczema • Dry skin • Hypopigmentation • Hyperpigmentation • Keratosis and skin tags • Psoriasis • Razor and wax irritation • Rosacea • Sensitive skin • Sunburn • Tattoos • Wounds and scarring • Wrinkles How do you use the same technology to tackle all of these problems? Malibu C has a unique technology built around Total Oxidation Management [TOM]. We use the same technology to prepare hair for color that we use to help keep skin from peeling after a tattoo. Since oxidation is the reason hair color fades and tattoos fade, it is logical that using Malibu TOM will be effective for both. Hair loss is a result of the oxida- tion of DHT, so using our Scalp Wellness System is a logical approach to helping those who suffer. Using this same technology in vari- ous pHs with enhanced compounds and food-grade ingredients, we are able to solve some very severe conditions that even medical professionals have chal- lenges managing without steroids and medications with severe side effects. We never claim to cure anything, so we are compliant with the FDA. Our compliance/regulatory managers are very strict with us and help us to make appropriate claims. "Malibu C is both an affordable brand that customers can fit into their daily lifestyles and a wellness brand that solves problems." Continued on page 68 M a l i b u D r e a m s . i n d d 4 8 Malibu Dreams.indd 48 3 / 3 1 / 1 4 2 : 1 9 P M 3/31/14 2:19 PM