Beauty Store Business

MAR 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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4 March 2017 | beautystorebusiness.com See the latest enewsletter products See the latest BSB Instagram posts Read the latest BSB tweets Read the latest BSB Facebook posts On The Cover Derma E cofounders Linda Miles and David Stearn. Photography by Armando Sanchez. Art direction by Michael Block. FEATURES 10 Beauty Changes Lives Elevating the perception of the beauty industry as a viable and rewarding career choice. 24 Natural & Eco-Ethical, Derma E Finds Its Place in Beauty Established natural skincare brand Derma E is winning beauty retailers and consumers over with its effective products, authentic identity and refreshing digital marketing approach. By Kim Henderson 36 The Beauty Retailer's Guide to the Growing Hispanic Market With a population positioned to comprise one-third of the nation by 2060, Hispanic beauty consumers are more important than ever to beauty retailing. By Manyesha Batist 48 Inventory Glory Inventory is a complex monster that needs constant taming. Master the beast with our experts' winning tips for keeping your inventory healthy and profi table. By Katie O'Reilly Beauty Store Business (ISSN 1098-0660), March 2017 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 6 Editor's Note 8 News 34 New Products 66 Calendar 70 Ad Index 48 CONTENTS March 2017 Vol. 23 No. 3 54 58 Email Marketing 101 Follow our 5 steps to create an effective e-newsletter that will help you build trust and loyalty with your customers—and directly boost sales. By Karen Wilhelmsen MERCHANDISE 16 Hair Fresheners Today's dry shampoo products offer customers a better way to revive hair between washes. By Ann H. Carlson 42 Brush Hour From precise styling to fl awless blowouts, having the right tools for the job is vital. Here's how to pick the best brushes for your business. By Karen Wilhelmsen DEPARTMENTS 12 Focus On: Spring Nail Colors Mani mavens will swoon over this season's fresh mix of pastels, brights and metallics. By Ann H. Carlson 54 CEO Spotlight: Lilly Ghalichi The CEO of Lilly Lashes shares how she went from courtroom to reinventing false eyelashes. By Breanna Armstrong 72 Product of the Month: Rituel de Fille Three sisters created a natural cosmetics line with big color payoff makeup gurus will love! By Sarah Reyes 42

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