Beauty Store Business

APR 2014

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56 April 2014 | beautystorebusiness.com BEAUTY STORE BUSINESS : Why did you decide to work with the Beauty Bus Foundation? WILKIN: My background seemed to perfectly match the work of Beauty Bus. I've been a successful nonprofit executive and corporate fund-raiser. I'm a licensed esthetician, and at Sunrise Senior Living, I intimately dealt with caregiver issues. As a girly-girl and an esthetician, I understand the power of a haircut, great manicure or just a little swipe of a dazzling lip gloss. Having worked for the American Cancer Society, I also saw the power of the "Look Good Feel Better" program. I was very attracted to the mission of caring for both the person with a chronic or terminal illness and the caregiver. I also really love that our services are free to clients and that we don't just see them once, but that it becomes a relationship. Our clients become part of our family. Services can be requested up to 12 times a year. What is your background in nonprofit/charity work? I'm a community affairs and nonprofit executive with more than two decades of experience. Professionally, I served as a corporate programs consultant for Habitat for Humanity San Fernando/Santa Clarita Valley. I spent more than eight years as corporate community involvement manager at Blue Shield of California, and previously served as executive director of the West Valley Jewish Community Center and regional community director and executive director at Sunrise Senior Living. My very first job out of college was with the Ameri- can Cancer Society. From a volunteer perspective, I have served on the boards— or in a strategic capacity—of the West Valley Boys & Girls Clubs, UC Davis Parent & Family Council, Girl Scouts of Greater Los Angeles, American Cancer Society, Alzheim- er's Association and was board chair for the Hand in Hand Family & Child Development Center. I'm [also] a licensed esthetician. How has the organizationÕs structure changed since you joined the team? The structure does not look any different now than it did before I joined, and I'm privileged to lead a great team. We currently have five employees: Jaclyn Clifford, COO; Jennifer Mangali, devel- opment associate; Elizabeth Weeks, marketing and events coordinator; and Erika Garaby, volunteer coordinator. Our staff is truly extraordinary and keeps the wheels of the bus turning every day. You succeeded co-founder Alicia Marantz Liotta, who stepped down to care for her newborn twins. Has the transition been smooth? I'm also the mother of boy/girl twins, and yes, Alicia and her family have been doubly blessed. Alicia's cousin and co-founder Wendy Marantz Levine is the board secretary and is intimately involved with Beauty Bus on a daily basis. Wendy also has very young chil- dren. My twins are now sophomores in college, and I have the time for Beauty Bus to be my "baby" and pour all of my energies into continuing Wendy and Alicia's legacy. I am blessed that the board, staff and beauty industry continue to be totally supportive of Beauty Bus and my success as the new CEO. In what ways does Beauty Bus go about raising funds? Our fund-raising plan is multilevel. The beauty industry has been very support- ive with product donations and for that we are grateful. But we also need dollars to continue to run our programs and grow our foundation. We have a strong data- base of private individuals committed to our success. The dollars we receive from our largest corporate partner, Jafra, is through a product-for-a-purpose [cause- marketing] campaign. In addition, we are actively submitting grants to foundations and corporations outside of the beauty industry whose missions are targeted [at] social service and health care. And, of course, we have fund-raising events such as Beauty Drive on April 27. Please tell us about the April 27 Beauty Drive event. Beauty Drive 2014 takes place at the California Science Center. The fund- raiser will work to inspire attendees and showcase what Beauty Bus' clients have experienced. Individual sponsors and beauty companies will host "Beauty Sta- tions" and offer services and products for attendees along with a delicious barbecue meal. The family-oriented and interactive event features silent-auction items from world-renowned beauty, fashion, entertainment, sports and life- style companies; men's and women's beauty and grooming stations; and a Kids' Korner. In addition to the uplifting activities and free beauty services and products, attendees will leave with a gift bag filled with the best in beauty. Sponsors include Aloxxi, Jafra, Paul Mitchell, Bosley Professional Strength, NYX Cosmetics, Orly International, Qos- medix, Malibu C, Joico, Haircessory, CND, Chella and Circle of Friends. This year's Lifetime Achievement Awardee is Deborah Carver of Creative Age [Beauty Launchpad, Beauty Store Business, The Colorist, DAYSPA, Inspire, MedEsthetics, Nail It!, Nailpro, Surgical Aesthetics and The Beautyetc. Network]. Ticket prices are $125 general admis- sion; $200 VIP; $35 for children ages 3 to 12 (ages 3 and under are free) and $50 for licensed cosmetologists. Those inter- ested in attending can visit beautybus. auction-bid.org or call Beauty Bus at 310.392.0900. How are Beauty Drive honorees chosen, and why was Deborah Carver chosen this year? The Lifetime Achievement Award honors someone who has lead a life by the same values as Beauty Bus Foundation. To date, all of our honorees have transformed lives through beauty: Ann Mincey, Dean Banowetz and Toni Ko. Deborah was part of the early conversations when Beauty Bus was just a great idea. She has been a friend, mentor and supporter of our efforts for more than five years. I am delighted to be honoring Deborah Carver with the 2014 Lifetime Achievement Award for her professional and humanitarian accom- plishments. Her philanthropic leadership and spirit demonstrates the power that together we can do so much. How can beauty stores and manufacturers help in Beauty BusÕ mission? As the backbone of our support, we are eternally grateful for the product dona- tions that have allowed us to take our Bags of Beauty Program national. Through our Bags of Beauty Program, we give bags filled with donated pampering products to the clients and caregivers we see in person and those who live across the country, whom we cannot touch. There are real costs to our In-Home Visits and Pop-Up Salons, and we have so many more people we would like to serve. We can't pay for programs with eye shadow; so we ask beauty stores and manufactur- ers to partner with us, be creative and think outside of the box to leverage their resources, vendors, partners and clients. Beauty stores and manufacturers can sponsor our Pop-Up Salons or Beauty Drive fund-raisers. I am also a fan of product-with-a-purpose [more commonly known as cause-marketing campaigns] campaigns. These have been hugely successful for us, in part because the consumer feels personally like [she has] Deborah Carver Ronda Wilkin B e a u t y B u s C E O o n a M i s s i o n . i n d d 5 6 Beauty Bus CEO on a Mission.indd 56 3 / 6 / 1 4 1 1 : 4 8 A M 3/6/14 11:48 AM

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