Beauty Store Business

JUL 2018

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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52 July 2018 | beautystorebusiness.com Looking back, Carver marvels at her naiveté and chuckles at her gumption. Instincts, rather than perfect preparation, have served her well in business. Without a formal college education–she took only a "commercial course" that covered topics like typing, sewing and shorthand–her savvy has been hard-earned, learn- ing through experience and succeeding through intuition, old-fashioned dedication and sheer determination. "Had I really understood anything about business or had a real education, none of my success probably would have happened," she muses. "Nobody in their right mind would quit their job with a baby to take care of and start a business! I started with $12,000, and it never occurred to me it wasn't enough. I was aggressive, cocky and strong-willed, always pushing for better and more. I thought anything was possible. I wasn't afraid. 'No' did not exist in my vocabulary. I never thought it was a man's world or I couldn't do it. That really never occurred to me. I think I was just blessed with an innate ability to do what I needed to do in this world." Remarkably, Carver didn't experience the sexism that was prevalent in that era. "In the world of publishing, women were either executive editors or content writers; they were not business owners," Carver explains. Rubbing elbows with Madison Avenue advertising executives– even the likes of David Deutsch–Carver had power and she commanded respect. "Maybe because I was tall, important and played the role of CEO well, I was always taken seriously. I learned early not to flirt and to speak with authority (although I didn't feel that way inside). It turns out that they needed me more for their purposes than I needed them for mine, which gave me an edge," Carver says. Whatever it was, it worked. Agency executives bought advertising, lots of it–and they all profited. It was a time of big money and Carver was not beyond making grand gestures in the name of business, sometimes flying executives in private planes or sending gifts of liquor and tickets to plays. "I was never 'one of the guys' but in a way, I was," she says. THE BEAUTY BIZ CONVERT Life would change drastically for Carver in 1989 when she founded NAILPRO, her first foray into the wild and wonderful world of beauty. As she had done in the medical world, she built upon that one magazine to spawn a host of niche sister publications: DAYSPA, Beauty Store Business (her first purchased instead of created), Today's Image, Beauty Launchpad, Sunless, Profes- sional Beauty Manufacturer, Professional Cosmetics, INSPIRE books for salons, MedEsthetics and The Colorist, among others. With the company's new focus on beauty, she sold Dialysis & Transplantation, and the rewards proved far more valuable than the sacrifices. "I fell in love with the beauty industry," Carver says. "All my career, I rode in the back of ambulances or went to fires with fire chiefs or watched people being dialyzed. It's a lot more fun watching people getting their hair and makeup done. Plus, most of the people in this industry have become "In the world of publishing, women were either executive editors or content writers; they were not business owners." 1971 Creative Age Publications is founded 1990 NAILPRO launches 1994 Beauty Store Business is acquired 1996 DAYSPA launches 2002 Beauty Launchpad launches 2005 MedEsthetics launches 2006 CAP sells its final medical journal 2008 The Colorist launches 2013 Nail It! launches 2014 Eye Lash launches 2016 MAN launches CAP Through the Ages Courtesy of Deborah Carver The Creative Age staff with Deborah Carver (center) circa 1986.

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