Beauty Store Business

MAY 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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4 May 2017 | beautystorebusiness.com See the latest enewsletter products See the latest BSB Instagram posts Read the latest BSB tweets Read the latest BSB Facebook posts On the Cover Luis Alvarez, vice president of marketing, creative and education, BaBylissPRO. Photography by Luis Alvarez. FEATURES 20 The Future of Beauty Retailing Cutting-edge technologies that provide an enhanced customer experience. By Manyesha Batist 30 A United Front Wildly successful hairstylist and entrepreneur Luis Alvarez steps up as vice president of marketing, creative and education for Conair's ever-growing professional division, BaBylissPRO. By Tracy Morin 38 Label Mate Master the meanings of beauty product labels, keywords and codes. By Tracy Morin Beauty Store Business (ISSN 1098-0660), May 2017 Published monthly by Creative Age Communications, Inc., 7628 Densmore Ave., Van Nuys, CA 91406-2042. Subscriptions: US $24 per year; Canada $60 usd; other international $80 usd. Periodicals postage paid at Van Nuys, CA, and additional mailing offices. POSTMASTER Send all UAA to CFS; non-postal and military facilities: send address corrections to Beauty Store Business, P.O. Box 1072, Skokie, IL 60076-8072. Editorial Correction: On page 52 of the April issue of BSB, Devra Miller was reported to be the vice president of Miamica, "a travel and storage products retailer." Miamica is a travel accessories brand and manufacturer. We regret the error. IN THIS ISSUE 6 Editor's Note 8 News 66 Calendar 70 Ad Index 46 CONTENTS May 2017 Vol. 23 No. 5 20 62 Shopping the Competition How to mystery shop at other stores to gain ideas to improve your own! By Steven Austin Stovall, Ph.D. MERCHANDISE 10 Wash, Condition, Shine! Volumize your shampoo and conditioner aisle with these must-have products, plus tips to help customers fi nd new faves. By Manyesha Batist 46 Pout Perfect From holographics to long-lasting lip formulas, our guide will show you what's hot in lipsticks, glosses and lip care! By Karen Wilhelmsen 52 Eye Candy These eye-enhancing must-haves for lids, brows and lashes will create endless beautiful looks for your customers! By Karen Wilhelmsen DEPARTMENTS 72 Product of the Month: Reina Rebelde From the mind of Regina Merson comes a cosmetics line that celebrates the versatility and culture of Latina style. By Sarah Reyes 52

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