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126 August 2015 | beautystorebusiness.com News INDIE BEAUTY EXPO TO DEBUT IN NEW YORK CITY The Indie Beauty Expo—a new business-to-business and consumer event featuring "independent beauty brands"—will take place Aug. 27 at The Altman Building (135 West 18 th St.) in New York City. It's for brands, retailers, buyers and consumers. iBE's co-founders are Jillian Wright of Jillian Wright Clinical Skin Spa in New York City and Jillian Wright Skincare, and Nader Naeymi-Rad, CEO of Vesture, a luxury fashion company. The event will kick off with a press breakfast where exhibitors have the opportunity to present their brand stories to national beauty media. Through- out the business-to-business portion of the expo, attendees can interact with exhibitors and attend panels. The event opens to the public at 5 p.m. with discounted shopping, spa services, panels, special-guest appearances, cocktails and goody bags. Admission is $59. As of mid-June, exhibitors included Arya Essentials, Bottega Organica, Dayle Hagag: Goddess of Skin, Folium Medica, Good Home Co., GrandeLASH-MD, Hynt Beauty, Innersense Organic Haircare, Isa's Restoratives, Jillian Wright Skincare, Juara, Kahina Giving Beauty, Lotus Wei, LVX Nailcare, Mayala, Mun, Nu Evolution Cosmetics, Osmia, Phace Bioactive, Privai, Perfect Formula, Pour le Monde, Soapwalla, White and Elm, and Zyderma. For more information, visit indiebeautyexpo.com, email hello@indiebeauty expo.com or call 917.902.0015. NEW NORDSTROM SERVICE LETS CUSTOMERS SHOP VIA TEXT Nordstrom launched TextStyle at all of its 116 U.S. Nordstrom stores in May. TextStyle is a seamless, secure way for customers to make curated purchases from their salesperson or personal stylist using text messaging. With the launch of TextStyle, Nordstrom became the first retailer in the United States to offer customers who opt-in the ability to shop and buy with a text message. In 2014, the retailer launched NEXT, an opt-in, secure, one-to-one service that lets Nordstrom customers who prefer texting to communicate with salespeople using their smartphones. TextStyle leverages the security, privacy and capabilities built into the Nordstrom NEXT texting service. "TextStyle is an important step forward in our continued efforts to develop ways to serve customers on their terms," says Jamie Nordstrom, president of stores. "For customers who prefer text messaging, TextStyle is a way for our salespeople to provide a personalized styling experience and for customers to view and buy seamlessly with the convenience and simplicity of a text message wherever and whenever they like." Here's how customers use TextStyle: • Customers using their NEXT texting account opt-in to use TextStyle. • Using TextStyle, a customer or a salesperson sends a private text message with a descrip- tion or a photo of a product. • If the customer likes any of the recommended items, he or she can purchase by simply replying "buy" plus a unique code. • The purchase is completed using the customer's Nordstrom.com account information. • Items then ship directly to the customer with Nordstrom's free standard delivery. TextStyle and NEXT have been built with both customer privacy and security in mind. ■ TWO NEW REPS JOIN VNC Jennifer Dillon and Missy Mitchell are new VNC Sales & Marketing manufac- turers reps. Dillon is working in the West. She has 15 years of experience in manufac- turing, distribution and as a manufacturers representative. Mitchell is working in the Southeast. She has 20 years of salon experience as well as experience in education and as a manufacturers representative. MANY NEW BRANDS ARE EXHIBITING AT SUMMER 2015 NY NOW Hundreds of new and returning exhibitors will enhance the vibrant product offerings throughout the summer 2015 edition of NY NOW, the Market for Home + Lifestyle, to be held Aug. 15-19, at New York City's Jacob K. Javits Convention Center. Nearly 400 of the market's total 2,600 exhibitors are expected to be first-time participants with special concentra- tions of newcomers in both a NEW! showcase in the 1D Lobby and in the Etsy Wholesale pavilion as part of HANDMADE Designer Maker. "There continues to be strong interest from both new and returning exhibitors who see NY NOW as the platform to reach thousands of qualified buyers from across the country and around the globe," says Randi Mohr, NY NOW co-director and vice president. Some 40 newcomers representing a full range of home and lifestyle products, including beauty, will be featured in an exclusive NEW! showcase. Participants include ADORA- therapy (aromatherapy) and Rejavanate Skin ( bath & body). LIFESTYLE newcomers and returning companies include Bella Il Fiore, LADY PRIMROSE and Lubin North America in Personal Care + Wellness. More show information and registration are available at NYNOW.com. CONSUMERS GRAVITATE TO GENDER-SPECIFIC PRODUCTS Consumers are more likely to buy products that are highly "gendered"—whether masculine or feminine—than they are to buy products that are not as "gendered," according to a new study from the University of Miami School of Business Administration. The study in the April 2015 issue of Psychology & Marketing found that consumers place a higher value on products that have been assigned a gender using aesthetic attributes such as color, texture, weight and tone. For instance, if a product appears more "female"—shiny, smooth, colorful and lightweight—or "male"—angular and bulky with a dull texture—a shopper is more likely to perceive it as more functional and is more likely to buy it. "We found that this was the case for both male- and female-gendered products regardless of the gender of the consumer," says Claudia Townsend, assistant professor of marketing at the University of Miami School of Business, who conducted the research with professors from the University of St. Gallen. "The findings offer real design guidelines for product makers." For a look at the full study, visit http://onlinelibrary.wiley.com/doi/10.1002/mar.20789/epdf.