Beauty Store Business

AUG 2015

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84 August 2015 | Major banks have also been helping wean the United States off fraud-vulnerable mag-stripes, issuing chip cards when the older cards expire or when customers seek replacement cards. "Chip technol- ogy is an important tool in increasing card security, and we want our customers to have the best possible experience when using their payment cards," says Titi Cole, retail products and underwriting executive for Bank of America. The bank has been upgrading customers since 2012, she says. "The number of issued chip cards [in the United States] is expected to reach 600 million by the end of 2015," says Vanderhoof. BITE THE BULLET Of course, the rub for beauty stores is that getting from here-to-there will cost coin. Expect to pay $300 to $1,300 for each new chip card terminal you bring in. "Depending on the features you're looking for," says Phil Wimberly, vice president of integrated solutions sales for OpenEdge, a payments software provider. Plus, you'll have to train staff to deal with the new technology. One of your best resources for the new terminals will probably be the business that's already handling the processing of your mag-stripe cards, Wimberly says. Take heart though, with one silver lining: Your customers will most likely find making the switch fairly intuitive. There will be a few differences. Chip cards need to be inserted into a terminal rather than swiped. And a chip card needs to stay inserted in the terminal until a transaction is completed. For verification, chip cards will require either a customer signature or a customer PIN. And some will be "contactless," requir- ing only a simple "wave" over a terminal to initiate a transaction. During the first few years of the transition, chip cards will also come with a conventional magnetic stripe, which will enable consumers to make purchases at businesses still mired in mag- stripe technology. But the primary point to remember is that if your beauty store has chip card terminals, you won't be on the hook for fraud created by any mag-stripe card you accept as payment, according to Shamas. Essentially, as long as your busi- ness has made the effort to accept chip cards, the credit card companies and banks aren't looking to penalize you for accepting a mag-stripe card as the United States transitions to the newer cards, she says. THE DEADLINE IS APPROACHING As the October deadline looms, all the major credit card companies are ramping up massive business educational cam- paigns, hoping to help businesses dodge the fraud-liability tax. "Unfortunately, many small merchants do not know about EMV or what they need to do to take advantage of it," says Anré Williams, president of Global Merchant Services of American Express. "We created the Small Merchant EMV Assistance Pro- gram to help them." But even with the massive PR push, industry watchers fret that this fall there will still be hundreds of thousands of uniformed businesses seeing red over new fraud liability. "The Achilles' heel for EMV merchant adoption will be small and micro merchants that are not only unprepared for EMV, but even unaware of the fraud-liability shift in the United States this year," says Nick Holland, head of payments for Javelin Strategy & Research. Don't be one of those retailers. For deep background on your beauty store's migration to chip card process- ing, check out the VISA Merchant Chip Acceptance Readiness Guide ( download/mer chant s/vis a-mer chant- chip-acceptance-readiness-guide.pdf). You can also check out a video illustrat- ing how the new chip card technology and its cryptogram work at the EMV Connection ( chip-card-online-authentication). It's a visual, nontechnical presentation that will walk you through why chip cards are so much more secure than mag- stripes. While you're at it, bone up on the latest in credit card fraud prevention techniques with a white paper authored by the Smart Card Alliance. It focuses on using chip cards, encryption and tokeni- zation to further protect your business against fraud ( publications-technologies-for-payment- fraud-prevention-emv-encr yption-and- tokenization). The moral of the story? Yes, Virginia, membership does have its privi- leges. But it's also got its responsibilities. ■ Joe Dysart is an Internet speaker and business consultant based in Manhattan, New York. He can be reached at joe@ TREND ALERT PARTICLE POLLUTION AND YOUR SKIN Why It's Time for a Deep Detox As the biggest single environmental health risk in the world, air particle pollution is now being linked to visible damage on skin as well. Each and every day, we are exposed to toxins and allergens from smoke, fumes, dander, sweat and bacteria. These pollutants not only clog pores, they can cause deeper skin damage and premature signs of aging from skin's natural inflammatory response. Acne, blemishes, sensitivity, fine lines, wrinkles, thinning or sagging skin are just some of the visible effects of chronically polluted skin. Now, there is a way to break down the build up and boost skin's natural defenses. Specially designed for oily, active or urban skin types, Purifying formulas work naturally to draw out toxins, replenish vital nutrients and restore skin's own resistance. Plus, the line is fragrance-free, allergy tested and made with minimal ingredients, so it's safe for even sensitive skin. Purifying Skincare A daily deep detox regimen for skin Key Ingredients: • Kimarine ® Wakame • Bladderwrack • Activated Charcoal • Green Tea • Aloe Leaf Juice ✓ Doctor Developed ✓ Clinically Tested ✓ Gluten-Free ✓ Cruelty-Free NEW! To receive product samples and literature 800.521.3342

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