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70 June 2014 | beautystorebusiness.com Continued from page 60 sharpened by a master craftsman so that stylists can experience the next level of cutting ability. The unique handle and blade designs offer an unlimited frontier to explore and master new techniques. Skillful stylists find freedom in a shear that complements their own unique han- dling preferences without compromising cutting ability. What beauty trends are you seeing these days? Today, as we undergo our beauty rituals, daily grooming and monthly haircuts, con- sumers are placing value on the experien- tial, multitasking and sustainable aspects of their beauty products. To further explain, I'll use the 1907 line as a point of reference. The appearance of product packag- ing has become as important as uniform esthetics in the salon setting. Customers want to gain the type of security they feel walking into a well-fashioned salon from the packaging of their favorite brands. Creating this ambience of professionalism reflects upon the quality of the product or the service. The 1907 brushes create a concise experience because of their appearances. They are made with 100% natural dark wood and their packaging artfully displays the brushes' genuine beauty. The visual properties of the brush and the packaging reflect the amazing quality of the product within. Another trend is the multitasking ability of a product. Consumers want a singular tool that can perform a variety of tasks. This allows stylists to work faster and invest their money more effectively, and allows consumers to simply save time. The 1907 flat iron is crafted with tourmaline- ceramic-ionic plates and rounded tongs that are designed to straighten or curl hair. With this product, stylists and consumers avoid spending money on the no-longer- necessary curling iron. The industry is also aligning with sus- tainable efforts whether it be through more energy-efficient manufacturing or eco-friendly packaging. Consumers are aligning their preferences alongside a positive universal environmental mis- sion. 1907 uses natural packaging with the least amount of materials to ensure our customers of our efforts to lessen waste output. This creates a gratifying and positive shopping experience for the consumer. The sense of environmental responsibility is shared between the company and the customer. Do you have advice for beauty retailers regarding how they can become more successful? I believe, as do many top analysts, that there will be more changes in how con- sumers shop and pay in the next three to five years than there were in the last 20. My two key pieces of advice: Hire the right people and select the right products. For brick-and-mortar stores to stay competitive, retailers must hire warm, at tentive and knowledgeable staf f. Retail associates should do more than just greet the customer; they should offer shopping assistance, exhibit a strong understanding of your products, and encourage sales by demonstrat- ing the products' usefulness. Ask your manufacturers to provide you with edu- cation for your associates on a regular basis. Fromm is continuously creating education to be delivered in a variety of media—ensuring your employees have all they need to make the sale. Today's tech-savvy shopper is smarter because she has more product and design information at her fingertips. She knows what you're selling, what it should look and feel like, and how much it should be selling for. She expects high quality, bargain pricing and con- venience. And if she doesn't get it, she can broadcast her disappointment to her social-media community. The right prod- uct selection at the right price is more important than ever. Balancing product trends with the all-important classics may be more of an art than a science, but it's truly a key to success. We're always available to help— anyone can reach out to our customer- service team at 800.323.4252 with any questions or to place orders. Or feel free to visit our website, frommbeauty.com. How does Fromm give back to the beauty industry and to the world? Our company believes it is our social responsibility to give back any way we can. Fromm has a long-standing dedica- tion to raising money for a variety of breast cancer research charities. Every year our team creates a beautiful line of pink products to offer a shopping experience that's both rewarding and guilt-free. A portion of the proceeds is donated to support state-of-the-art research that moves us closer to finding a cure. Giving back to the beauty-school stu- dents who lay the foundation for this industry is also fundamental. Fromm donates a large amount of tools to beauty schools every year to support the educa- tion and promise of future stylists in the beauty industry. In recent years, Fromm has expanded its charitable efforts to new territories. The newest area of focus is on sustain- ability. Our office uses motion-sensor lighting to reduce unnecessary lighting and energy output. We also installed an in-house water-filtration system to dis- courage bottled water. But our most exciting green efforts are taking place through our brands. Fromm is taking steps to ensure that our products are made with nontoxic mate- rials and packaged to create as little waste as possible. What's next for Fromm as it continues to evolve? It's actually quite simple: Our goal is to make the best beauty tools and beauty essential products in the world. We expect our products to not only outperform our competition, but to look more beautiful while doing it. Keep watching us—there is so much more to come, and we couldn't be more excited! ■ Tracy Morin is a freelance writer and editor based in Oxford, MS. "My two key pieces of advice [for beauty retailers]: Hire the right people and select the right products." A R e v o l u t i o n a r y R e b r a n d . i n d d 7 0 A Revolutionary Rebrand.indd 70 5 / 2 / 1 4 1 1 : 1 1 A M 5/2/14 11:11 AM