Beauty Store Business

MAR 2015

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68 March 2015 | beautystorebusiness.com and colorful. Within a lot of our brands, we offer these displays, which are ideal for that purpose. Our brands also have bigger units. Bodyography has enormous self-service displays that are 6-feet high and 4-feet wide, and Marilyn Brush has floor displays. Those are great as well. But a lot of people miss out on the small displays and intro deals, and they're not a huge investment for a store. They can be a $50 or $60 intro deal, and can give the store's sales personnel something easy to sell without needing to spend a lot of money. How do you use social media to remain in touch with customers and solicit feedback? All of our brands have their own websites, and most have their own Facebook and Instagram pages. We also retain a leading PR firm with offices on the East Coast and West Coast, which spearheads our PR efforts and social media. We're defi- nitely starting to do more of that. We're also getting involved with subscription- box companies and bloggers. It's another world, social media, and we see it as a wonderful opportunity to reach a broad spectrum of the population. We've run competitions where styl- ists can answer a questionnaire to enter. Recently, we held one with a free trip to our academy in San Diego, all expenses paid, if they answered about 15 questions for us. We also do that in subscription boxes, which allow you to include a ques- tionnaire. The feedback we get from those efforts is terrific and helps a lot. How do you give back to the community? We're very active on the charitable side, working with several organizations, includ- ing Susan G. Komen for cancer research, The Heart Foundation, The MEYROW Foundation for Parkinson's, City of Hope and Ronald McDonald House Charities. We've also been giving products to a local women's shelter in San Diego for many years; they love receiving beauty products from us. What trade shows will you be attending in 2015? We do about 30 trade shows annually, which is actually a reduction. We used to do close to 50. We're at everything: the bigger ones, such as Cosmoprof North America in Las Vegas, Cosmoprof World- wide Bologna and Cosmoprof Asia in Hong Kong, the Western Buying Confer- ence and the Eastern Buying Conference, as well as makeup shows such as IMATS in Los Angeles and New York. And there are the bigger stylist shows, such as Premiere Orlando and the Long Beach International Salon and Spa Expo. For those, we often partner with our local distributors in those territories. The rest of our shows are mostly those with an exclusive distributor. So we'll go into particular territories where our master distributor is having its annual show and have educators there. A lot of emphasis goes into trade shows and education in this company. Do you have anything else to add about your company? Our working day at Robanda is a very full one. These are very exciting times for us with our growth as we expand into new distribution channels, new international markets, and by launching new brands and products. It's a fun, but full and busy day here at Robanda for everybody! We thank all of our vendors, customers, sales reps and Robanda staff for helping us achieve this success, and we look forward to many years working closely with everyone mentioned here. ■ Tracy Morin is a freelance writer and editor based in Oxford, MS. Continued from page 10 Educational DVDs INSPIRE Women's Styles Makeover Haircolor Call 800.634.8500 or visit inspirebooks.com or email inspire@creativeage.com INSPIRE Women's Styles Makeover Cuts INSPIRE Women's Styles Makeover Cuts & Color INSPIRE Men's Styles Men's Cuts INSPIRE Women's Styles Updo's for special occasions Each DVD Only $ 34 95 That's like buying 3 and getting 2 FREE! BUY MORE & SAVE! Available NOW! Call your distributor today Buy 2 for $ 59 95 Buy 3 for $ 74 95 Buy 4 for $ 89 95 Buy 5 for $ 104 95 Now Available EN ESPANÕL! Reflections ™ www.dukal.com

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