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8 August 2015 | beautystorebusiness.com On The Cover Shawn Tavakoli, CEO of Beauty Collection. Photography: Armando Sanchez. Art direction and digital retouching: Michael Block. 108 What's Your Store-y? Everything has a backstory. What will your store's story be? By Steven Austin Stovall, Ph.D. MERCHANDISE 48 Natural Products For Your Shelves Natural products are a huge niche. Don't miss out on this lasting trend. By Katie O'Reilly 68 Hair Accessories Check out the latest in hair clips, bands, jewelry and more! By Shelley Moench-Kelly COLUMNS 44 Skincare Spotlight Ada S. Polla interviews three cutting-edge businesses. 56 Makeup Musings Lori Leib explains the importance of educating customers. 76 Beauty & The Law Jean Warshaw examines the Personal Care Products Safety Act. DEPARTMENTS 12 Beauty Culture What fragrances are men buying? And are people happy with their looks? By Manyesha Batist 32 Upmarket Offerings Beauty and wellness products. By Manyesha Batist 42 Focus On … Shaving Products Here are fi ve greats for your customers. By Ann H. Carlson 112 Product Of The Month * Lindi Skin was created to help cancer patients. Now all consumers can benefi t from the line. By Shelley Moench-Kelly FEATURES 14 Windows 10 The new release is meant to win back the mouse-and-keyboard crowd. By Joe Dysart 20 NPEW Part 2 We share 10 more favorites from Natural Products Expo West. By Ann H. Carlson 26 Beauty Collection Shawn Tavakoli reveals that he will soon expand into two new locations. By Tracy Morin 34 How to Get a Better Merchant Account Comparing contracts are key. By Phillip M. Perry 62 Back to (Biz) School Just because you're running a successful operation doesn't mean you can't revisit business basics. By Steven Stovall, Ph.D. 80 Chip Cards The deadline is approaching to switch over to chip cards. By Joe Dysart 86 How to Negotiate a Better Lease Ready to sign a new lease? Smart strategies can protect your bottom line. By Phillip M. Perry 92 You Can Have Affordable Web Video. Really! Think you can't afford Web video with analytics? Think again. By Joe Dysart 98 Are You Mobile-Friendly? If you think going mobile-friendly costs a fortune, rethink your stance. It's actually affordable. By Joe Dysart 102 Ransomware Ransomware is as prevalent as ever. Here are tips on how you can protect yourself and your business. By Joe Dysart CONTENTS August 2015 Vol. 21 No. 8 See the latest enewsletter products Read the latest BSB tweets Read the latest BSB Facebook posts Beauty Store Business (ISSN 1098-0660), August 2015 Published monthly by Creative Age Communications, Inc., 7628 Densmore Ave., Van Nuys, CA 91406-2042. Subscriptions: US $24 per year; Canada $60 usd; other international $80 usd. Periodicals postage paid at Van Nuys, CA, and additional mailing offices. Canadian distribution publication agreement no. 40798037 – Beauty Store Business, 6915 Dixie Rd., PO Box 2601, Mississauga, ON L4T 0A9, Canada. POSTMASTER Send all UAA to CFS; non-postal and military facilities: send address corrections to Beauty Store Business, P.O. Box 1072, Skokie, IL 60076-8072. IN THIS ISSUE 10 Editor's Note 114 Products 122 News 130 Calendar 134 Ad Index 136 The Last Page 32 12 48