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The Professional Beauty Association honors the hard work and dedication of licensed professionals in the beauty industry.
In honor of National Hairstylist Appreciation Day on April 30, the Professional Beauty Association (PBA) is honoring all beauty professionals throughout the month of April as part of their "I Am Licensed" movement and dedicating April as #IAmLicensed Month. To celebrate the hard work and dedication of all those in the beauty industry, PBA is asking all licensed professionals and licensing supporters to post 15-second videos to their respective social media accounts about the importance of licensing and how it has impacted them, using the hashtag #IAMLICENSED. PBA will then repost these videos through their own social media platforms. Licensed professionals also have the opportunity to choose from two social graphics to repost and help celebrate #IAMLicensed Month.
"Our goal is to create a social media revolution in support of licensing. While we've made great strides as an industry, this issue remains an obstacle in various states," said Bridget Sharpe, PBA's Manager of Government Affairs and Industry Relations. "Social media is a great tool to continue the efforts of the 'I Am Licensed' movement and to reach licensing supporters across the country. Bringing clients and consumers into the conversation is an important component of the movement, and #IAMLicensed Month will help to reach more clients and consumers via their licensed professional whom they trust. Together we can not only honor hard-working, dedicated beauty professionals, but continue and grow our fight against deregulation."
PBA's "I Am Licensed" movement is already gaining momentum in 2015. In February, PBA received the Public Affairs Council's (PAC) 2015 Grassroots Innovation Award for Social Media Innovation for the this campaign. PBA was honored for its unique approach to engaging, empowering and activating their grassroots advocates. In response to threats of deregulation within the professional beauty industry, PBA created a visual grassroots plan to appeal to its unique audience. At the cornerstone of the campaign was the "probeautyiam" Instagram account and the #IAMLICENSED hashtag. PBA encouraged its members and social media followers to post photos of themselves or other "I Am Licensed" collateral using the hashtag.
Launched in 2013, the "I Am Licensed" movement aims to build a stronger, more united front of licensed professionals, and arm them with information to share with their clients on why licensing is important to protect the public from potential harm and the spread of communicable diseases. Many states across the U.S. have or are considering measures to deregulate occupational licensing, often focusing on the cosmetology industry. However, if the beauty industry were deregulated and licensing requirements removed at the state level, manufacturers, distributors, salon owners, licensed professionals, and most importantly, consumers would be negatively affected. To combat deregulation and its repercussions, the "I Am Licensed" movement also seeks to arm all licensed professionals with information to educate law makers in their states on the importance of maintaining state cosmetology boards and regulations.
For additional information, including tips on how to get involved in the "I Am Licensed" movement, please visit probeauty.org/iam.
OPI's new app provides a visual language for nail polish colors.
Roughly 6,500 languages are spoken globally, but today OPI introduces the only one you’ll ever need for nail polish color with a new app. For the first time, the ancient dream of a common language becomes reality. The brand that has delivered groundbreaking color inspiration for over 30 years, is now introducing the first Universal Color Language through an exclusive new mobile app, OPI ColorChat™. The OPI color experts know that color is understood at a glance, transcending language and cultural barriers to bind us together in understanding.
For years, OPI has understood that Color is The Universal Language™. So in this new visual language, each letter and character is composed of colorful drops of your favorite OPI shades in distinctive shapes to form a complete alphabet. And to allow fans to become instantly fluent in this whole new way of communicating, OPI has created a new mobile app, OPI ColorChat™. Now, more than ever, OPI brings the language of color right to your fingertips with must-have nail color and an innovative new smartphone experience. “I’ve always believed color to be a great tool for self-expression,” says Suzi Weiss-Fischmann, OPI Co-Founder and Brand Ambassador. “Now, color can be used for more than just a figurative statement, but a literal one as well. I’m excited to see how consumers will use this beautiful new language to create and communicate.”
Instantly use the world’s first color alphabet and powerfully express emotion through color with this innovative new way to text and talk. Download the new OPI ColorChat app to write messages, speak with friends, and share and decode messages—all in iconic OPI shades, ranging from Bubble Bath, Strawberry Margarita to Malaga Wine. “The world today is more connected than ever before. Our consumers, no matter where they live, share at least one thing in common—a love for OPI, nail lacquer, and color,” explains Weiss-Fischmann. “Until now, color has always been used to share a story visually. With the launchof this beautiful new universal language and the ColorChat app, people can now speak in color.”
With the new OPI color language, using drops, you make letters, with letters, you make words. With words, you can say anything you want. So, let’s start speaking in color today. The ColorChat app launches worldwide on April 1, 2015. For more information, visit www.opi.com.
[Image courtesy of OPI]
The International SPA Association (ISPA) will present Boldijarre Koronczay, President of Éminence Organic Skin Care, with the 2015 ISPA Visionary Award at the 25th annual ISPA Conference & Expo.
The ISPA Visionary Award is presented each year to someone in the spa industry who has made significant contributions to both the definition and positive movement of health and wellness over the lifetime of their career.
Éminence Organic Skin Care embodies more than half a century of herbal craftsmanship and experience unique to Hungary. The inspiration of this world-renowned and award-winning premium organic skin care company is rooted in the belief that natural and organic heals. In 1980, Boldijarre was diagnosed with leukemia at the age of 5. His mother and grandmother, both estheticians, kept him on a strict organic diet, treated him with natural and organic remedies for the illness and used only the natural skin care products handcrafted by their family. His survival marked the beginning of his passion for organic living and desire to bring this awareness to the skin care industry.
After completing rigorous training in Hungary to become an esthetician, Boldijarre was determined to spread the message of organic living and skin care in North America. In 1998, with little means, Boldijarre and his brother Attila moved to Vancouver to expand the family’s business, starting from the ground up and self-financing it. Boldijarre began traveling across Canada and the U.S., knocking on the doors of luxury spas with products that looked and smelled as though they were edible and packaged inside recycled cardboard boxes. The notion of organic skin care and eco-friendly products was unknown to the spa industry in North America at this time and Boldijarre faced significant obstacles as he tried to pitch his new brand to prospective clients. With a strong belief in the values of organic skin care and environmentally-conscious practices, plus products that produced incredible results, Boldijarre persevered and became a pioneer and leader in the organic skin care industry with Éminence Organic Skin Care.
“I have dedicated my entire life to the spa industry and the organic movement – before organic was ‘mainstream’,” says Boldijarre. “This is the moment where I can reflect and honestly say that all of the late nights, sacrifices, uphill battles and thousands of miles spent on the road each year have been truly worth every second.”
Through decades of hard work, Boldijarre took Éminence from a locally-grown family company and expanded it into over 40 countries, and ultimately millions worldwide, while still maintaining the importance of quality ingredients and products with the highest standards of organic and sustainable practices. Éminence now has nearly 200 products and consistently receives the highest accolades in the industry, including being voted Favorite Skin Care Line and Favorite Company for Product Education by spa professionals for 6 years in a row. With the headquarters based in Vancouver, Éminence has over 350 global employees and the company is expanding at a rapid pace with a focus on product innovation, along with an industry-leading commitment to education and training. Still on the road 10 months out of the year, Boldijarre continues to visit and train customers personally and has educated over a quarter of a million estheticians and spa professionals in the past two decades. At industry tradeshows, he draws crowds across North America for his unique, entertainment driven teaching method, performing over 2,000 master classes throughout his career. Éminence has grown into a highly-regarded brand with a strong clientele of A-list celebrities who Boldijarre works closely with to advise on skin care regimens and perform facials.
“Hearing that I am granted this award, one that has been given to so many remarkable spa industry icons, is incredibly humbling,” remarks Boldijarre. “I am grateful beyond words.”
[Image courtesy of Pierce Mattie Communications]
The Green Spa Network (GSN) recently announced that it is now extending its impact with Regional Spa Associations in order to allow more spas to access their sustainability resources. GSN provides information, tools, and resources to support the greening of the spa industry.
As part of its 2015 strategy to cause positive change in sustainability through spas, the Green Spa Network is making its resources available to regional association members, like the Florida Spa Association, at no charge to the spa.
Visiting Capitol Hill, Green Spa Network Executive Director, Paul Schmidt discussed issues relating to spas and sustainability with representatives from the US Congress and Senate. Teaming up with separate efforts spearheaded by Deborah Szekely of Wellness Warriors Inc. and the ASAE (American Society of Association Executives), advocacy efforts focused on legislation relating to tax reform, the importance of public / private sector relations through meetings and conventions, and the emerging strength of the spa industry voice. “It was an honor to participate as over 250 separate meetings occurred through this effort” said GSN Executive Director Paul Schmidt, “I’m encouraged to see our elected officials taking the time to listen and engage with constituents on issues that affect our associations’ ability to be effective and promote health and vitality through spas.”
In addition, the Green Spa Network has just announced the 2015 call for nominations for its Annual Sustainability Awards. Since 2012, having honored over 30 innovative individuals and companies, GSN’s annual awards have established an important platform for recognizing leadership and accomplishment in spa sustainability. Any individual, company or product related to the spa, health and wellness industry is considered eligible. Nominations can be submitted before Friday, June 5th 2015 by visiting www.greenspanetwork.org/2015awards
“The open membership that GSN has introduced to Regional Associations provides more opportunities for collaboration among organizations to raise the social consciousness of wellness and our environmental footprint” says Ilana Moses, CEO and Founder of the Florida Spa Association. “Our goal at the FSA is to strengthen our message about well-being by creating a greener and healthier lifestyle in our community. This will be elevated by the support of a national organization such as Green Spa Network”.
The Green Spa Network Annual Awards support outstanding efforts that positively impact sustainable business in the spa industry and contribute to a vital future for people and the planet.
Categories open for nominations this year:
- Culinary Excellence
- Green Product Company of the Year
- Innovative Green Product of the Year
- Green Building Award
- Sustainable Spa of the Year
- Corporate Brand Dedicated to Sustainability
The GSN Annual Congress Reception, Awards Banquet and Ceremony will be held on September 29, 2015 in conjunction with the GSN 8th Annual Congress at Tenaya Lodge, Yosemite.
Engage with professional skin care brand Dermalogica by enrolling to the ProInsider program, Dermalogica’s free membership benefits program.
ProInsider has re-launched its program offering licensed estheticians, cosmetologists, manicurists, barbers, electrologists and massage therapists a 30% savings on retail products purchased on www.dermalogica.com, as well as exclusive offers and industry updates, sampling and launch previews. With the re-launch, qualified members may enjoy a 30% savings on up to six retail products selected for their own personal use every 30 days. Unlike other programs which charge for membership, inclusion in ProInsider is and has always been free for qualified professionals.
Laura Staves, US Senior Marketing Director for Dermalogica, comments, “Having built our foundation on strengthening the licensed skin therapist community, Dermalogica is always looking for ways to support the greater professional industry. By offering greater access to Dermalogica products, the ProInsider program rewards industry professionals and helps drive their success.”
Eligibility for ProInsider is subject to online application and review by Dermalogica, and requires a current license in one or more of the identified areas of professional expertise. Professionals may qualify by visiting www.dermalogica.com/proinsider.
[Image courtesy of Dermalogica]
Anthony Cuccio, founder and CEO of Cuccio, recently announced a new strategic partnership with the Burmax Company in developing a new, multifaceted marketing strategy focusing on product education. Its purpose is to inspire new beauty professionals to develop a foundation of loyalty to the brand. This partnership incorporates various levels of education and product support through Burmax to beauty schools nationwide of all Cuccio systems, including Cuccio Pro, Cuccio Colour, Cuccio Veneer and Cuccio Naturale.
“This really is a unique partnership between myself and Burmax president Steve Scheff,” said Cuccio. “For 30 years, I have watched Steve develop Burmax into the industry leader in education through the schools. As part of our global brand expansion, it is my belief that education is the key in establishing Cuccio loyalty and relationships early in the professional’s journey. There’s no one better than Steve and Burmax to help take Cuccio to the next level.”
This strategy to inspire future nail techs is simply an extension of Cuccio’s vision. For years he has been educating the industry on how to make more money and use time more efficiently. Combining that focus with the Burmax infrastructure is a guaranteed way to reach them at younger ages while developing loyalty to his superior quality product lines.
New curriculum was developed for Burmax in conjunction with the partnership. How-to videos are now available at the beginner, intermediate and advanced levels for all Cuccio systems.
For Burmax school distribution, please call 800.645.5118
For more information, please call 800.762.6245 or log on to www.cuccio.com.
On February 11, SpaRitual partnered with Step Up to mentor and offer a site visit for all of the girls to the Orly/SpaRitual campus. Team members from every facet of the company provided advice for the high school girls from under-resourced communities.
The discussion was wonderful and SpaRitual Founder Shel Pink was inspired to partner with Step Up after becoming a member. SpaRitual released a nail lacquer called Step Up, and promised to donate 20% of its profits to the nonprofit organization to further support the girls.
For more information, please visit www.sparitual.com.
On March 8 (International Women's Day), Dermalogica founder Jane Wurwand and her staff gathered to support the brand’s philanthropic arm, FITE.
The Manhattan-based Dermalogica employees joined thousands of New Yorkers who marched from Dag Hammarskjold Plaza to Times Square, while chanting “Women’s rights are human rights, this is why we FITE.” Wurwand spoke to local broadcast outlets including WCBS, where a reporter asked her opinion on how far women have come in closing the gender gap since the Beijing Declaration and Platform for Action 20 years ago. “What have we done? Not enough,” Jane replied. See the interview here.
Earlier that morning, Dermalogica co-hosted an intimate brunch with the United Nations Foundation (UNF) at the Gramercy Park Hotel in New York City to discuss solutions on achieving gender equality worldwide. The event welcomed 30 high-level women from the UN, UN Women, UNF, corporations, entrepreneurs and media. Amina Mohammed, Special Advisor on post-2015 Development Planning, United Nations, also attended as the special guest for the event.
Also on International Women’s Day, Wurwand was featured on MSNBC “Your Business”, a 30-minute weekly program focused on the challenges met by small business owners. During her interview, Wurwand spoke to several key issues relevant to FITE, which provides educational and vocational training for women and girls in developing countries as well as job placement.
Social impact, she stated, “is not an altruistic add-on” for brands which authentically participate in social change. The commitment to empowering women is “embedded in our brand DNA” she added. Wurwand urged entrepreneurs to seek out the greatest pain in an industry in order to uncover the greatest opportunity for growth, and to articulate the dream clearly—“see it finished”—before going public or seeking funding. She also urged branders to resist pressure to modify their brands in order to conform to markets which may be imperfectly aligned with the brand’s core values.
[Image and video courtesy of Dermalogica]
Pevonia has announced that Philippe and Sylvie Hennessy have regained complete executive ownership of Pevonia International LLC.
The Hennessys are the original founders of the natural botanical skincare brand, and were the previous sole owners of the company from its inception in 1991 until its sale to an equity partner in 2008. Now they are back in control and have ambitious plans to drive new global expansion of the brand and continued growth in existing markets.
"Sylvie and I could not be more proud of the Pevonia brand and company we created 25 years ago this October," said Philippe Hennessy. "None of this would have ever been possible without the loyal support of thousands of skincare professionals around the world...they are the true heroes in Pevonia's success story. Going forward, Pevonia will be fully dedicated to enhancing the success of our valued spa partners in the professional sector, just as Sylvie and I had envisioned when Pevonia was born. With advanced skincare innovation that lives up to the quality ingredients and extraordinary results our customers have always loved, believed in, and expected from Pevonia, we are excited about the future."
[Image courtesy of Pevonia]
The Global Wellness Summit (GWS) today announced that its ninth annual conference will be held November 13-15 in Mexico City at The St. Regis Mexico City. The event, which is considered the world’s most prestigious gathering of business, government and academic leaders in the wellness, travel and spa industries, is expected to attract a record number of attendees. The host mega-city sponsor of the event is Mexico City, the fifth largest city in the world, with a metropolitan area of over 20 million people, and is also one of the most prosperous, ranking as the 8th wealthiest city in the world.
“This is the first time a city rather than a country has taken on the role as host sponsor of the Global Wellness Summit; a clear indication of the visionary thinking of Mexico City’s leaders,” said Susie Ellis, Chairman and CEO of the Global Wellness Institute, the umbrella organization that runs the GWS. “We’re extremely excited about holding the Summit in what is one of the most vibrant, progressive cities in the world. Mexico City is a venue that embodies the excitement and opportunity we are seeing throughout the fast-growing wellness economy.”
In addition to Mexico City’s stand-out economic performance, the City is also heralded as one of the most culturally significant in the world and is home to award-winning architecture, many of the world’s top restaurants and a thriving art scene (ranked number two in the world only after Paris for its sheer number of museums).
The theme of the 2015 Summit, “Building a Well World,” will be reflected in the broadened scope of this year’s agenda which will speak to more wellness industries than ever before, including spa, hospitality and tourism, but also beauty, finance, medicine, architecture, workplace wellness, real estate, fitness, nutrition, manufacturing, technology and more. In addition, the simplification of the event’s name to The Global Wellness Summit from The Global Spa & Wellness Summit reflects the broad spectrum of wellness industries the Summit now attracts and serves.
Ellis explains, “Progress towards a “well world” requires global collaboration among many different disciplines and industries, and never have so many business sectors been so keenly interested in wellness.”
This is the first time in its nine-year history that the Summit is held in Latin America, a region that is experiencing dramatic growth in wellness. For example, according to recent research from the Global Wellness Institute (GWI), the Latin America-Caribbean region’s wellness tourism expenditures are growing 16% a year (at $26 billion annually) – or more than twice as fast as overall global tourism expenditure growth (7.3%). And wellness tourism trips in the region are growing three times faster than overall trips to Latin America/Caribbean.
And Mexico is a global and regional wellness tourism powerhouse: ranking number 11 worldwide and with a market more than four times larger ($10.5 billion) than the number two regional market, Brazil ($2.5 billion). Mexico attracts almost 1 in 2 wellness tourism “dollars” spent across the whole region.
“Mexico has a grand tradition of wellness that dates back to pre-Hispanic times with the use of temazcales and herbal medicine for recreational, purification and healing processes. Today, Mexico City has become a Latin American center for health and wellness services as it offers a world-class spa infrastructure and a broad variety of services using both traditional practices and the latest, cutting-edge wellness techniques. Hosting GWS 2015 represents a unique platform to showcase all that Mexico City has to offer in terms of culture, gastronomy, wellness, climate and a great diversity of attractions - all of which contribute to making it the premier vacation destination in Latin America,” said Miguel Torruco Marqués, Minister of Tourism of Mexico City.
In addition to Ellis, the 2015 Summit is co-chaired by Mexico City-native Gina Diez Barroso de Franklin, President & CEO of Grupo Diarq, a Mexico City-based firm focused on promoting and developing Mexican creativity through design, education and social responsibility, and Alfredo Carvajal, President, Delos International and Signature Programs, Delos Living LLC, pioneers in wellness real estate and founders of the WELL Building Standard®.
To learn more about the 2015 GWS, visit www.globalwellnesssummit.com.