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128 August 2015 | beautystorebusiness.com whether it's fulfilling a need—if it's a solution product we don't currently have. The integrity of the company and the people within it are also critical for us. All of those factors are important when considering a brand. How do you see the current landscape for independent beauty retailers? And how do you remain competitive with larger beauty retailers? It's very challenging. As an independent beauty retailer, I think we have to con- tinue to evolve and better ourselves— finding ways to create that exceptional experience for customers and gain their trust and loyalty. The digital world has created a very convenient experience for the customer. So if the customer doesn't feel she is getting an added value by coming to your place of business and enjoying the experience, it's easier, or maybe even less expensive, to shop online with dis- count sites and outlets such as Amazon and eBay. Hence, independent beauty retailers have to really be on top of their game. Make sure your whole team, from top to bottom, is really on the same page to make sure the customer has a wonder- ful experience. People still want that retail therapy, but they have many more options such as big-box retailers. The line between salon products, pres- tige products and masstige products has faded so the products available in your salon might be in a mass retailer or another outlet. There are a lot more options for the customer, so you have to really listen to that customer and make sure you provide that elevated experience. Are there any particular brands or lines that you consider exceptional partners or are selling very well right now? No reflection on anyone not mentioned, but By Terry is a great makeup partner for us. Dermasuri provides a great solution product. SACHAJUAN Haircare has been a great relationship and launch for us. Caudalie, a skincare company, has also proved a great partnership for us. How do you spread the word about Beauty Collection? We have a very aggressive marketing strategy. We work very diligently in build- ing relationships in the community with our neighbors and other business owners. We are very involved in our communi- ties, supporting the schools, libraries, churches, etc. We partner with local charities in the community and try to give back and be a part of the community. It is consistent with our brand platform and our goal to build relationships with our customers and the community. Do you have any advice for beauty retailers on how to become more successful? They have to identify who they are as retailers and be true to that. I think a lot of retailers don't have a strategic plan for what kind of experiences they want to provide and what brands they want to represent. You really have to know who your customer is; you can't be everything to everyone. For us, we try to attract the educated customer who appreciates the product selection we have and the experience we provide. We're not running on a discount model; we provide a high-end solution. We attract the people who appreciate that, and who want the best products for themselves and their families. Please tell us about your work with the Beauty Bus Foundation. We've been involved with the Beauty Bus Foundation for the last six years or so. The organization has humbled me by honor- ing me as its 2015 Lifetime Achievement Award recipient. Last year's honoree was [Creative Age Publications CEO and Beauty Store Business publisher] Deborah Carver. We have been consistently involved in helping create awareness for it, and helping with product donations and any support we can provide to help its initia- tives and growth. The Beauty Bus Foundation was started in 2009 to provide at-home beauty ser- vices for terminally ill patients and their caretakers. We've all had loved ones go through medical and physical hardships and have had to be by their sides and try to help them overcome health obstacles. Hopefully, they make it through, but sometimes they don't—and the process is very stressful for their caretakers and loved ones. This year we've focused on raising awareness for them. What else is new or next for your business? We launched a salon-distribution divi- sion about a year and a half ago, which we're working on attracting and building boutique brands that are looking for distribution where they can be incubated and promoted. So we'll focus on upcom- ing brands within the salon-distribution world. That's a new channel we've intro- duced as part of our model, and we've been developing. It's been a great learn- ing process for us—to understand that business. We distribute to salon owners and salon professionals. Our goal is to grow it further for the future! ■ Tracy Morin is a freelance writer and editor based in Oxford, MS. "We launched a salon-distribution division about a year and a half ago, which we're working on attracting and building boutique brands." Continued from page 30 Top three images courtesy of Beauty Collection; bottom image courtesy of Beauty Bus Foundation, photo by Terry Hoard, Crown Photos