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Grafton Cosmetics Celebrates Golden Anniversary

Steven and Cheryl Marcus

Steven and Cheryl Marcus

Grafton Cosmetics celebrates its 50th anniversary in 2012. The privately held and family-owned private label company started out on Grafton Street in Brooklyn, NY, and today is headquartered in Boynton Beach, FL. What is the secret to Grafton's success? One important factor is the company's policy to cultivate long-term relationships with its clients, suppliers and employees.

"Being a family-run business, we care for everyone involved in making our company successful,” says CFO Steven Marcus. “We have clients, vendors and employees who have been with us for more than 30 years. I joined my father Ed Marcus in 1985 along with my wife Cheryl, and we were soon followed by my sister Beth and her husband Ron.”

“With more than 35 dedicated employees and reps across the country,” says Susan Carroll, VP of Sales, "we are just one big happy family!" (Carroll's husband Dave also joined the firm, in 2006!)

Even as they mark their milestone golden anniversary, the Grafton family has exciting plans for the future. Grafton is expanding domestically as well as globally and is constantly keeping up with the latest trends.

" 'From Logo to Launch,' that's our mantra," says Steve. "Our combination of dedicated and knowledgeable staff, coupled with innovative products, great service and experience, will certainly see us through the next 50 years. We work with our clients to develop their creativity and fulfill their dreams. After all,” he adds with a smile, "isn’t that what family is all about?"

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Salons to Unite Around Client Appreciation Event

Salon Eva Michelle in Boston will participate in Salon Week.

Salon Eva Michelle in Boston will participate in Salon Week.

To help women and men fall in love with their hair at an affordable price while enabling salons to retain or gain new clients, Salon Week is debuting on April 1, 2012 in Boston and New York City. Salon Week is the opportunity for top salons to show their appreciation for existing clients, bring back inactive customers or gain new ones by offering an attractive discount. By participating in Salon Week and offering 50% off a minimum of services from April 1 – 7, salons receive national advertising, PR and social media exposure. In addition, a variety of in-salon marketing materials are provided including t-shirts, brochures and more.
“Every salon owner faces similar challenges with customer acquisition and retention,” said Maria Lekkakos, President of Salon Week. “Many turn to daily deal sites, which diminish ones brand and most often brings in clients who come in only for the discount and never return. We’ve created an event that enables top salons to both show appreciation for existing clients and gain new ones.”
Dozens of salons in Boston and New York City have signed up in support of the event including Bradley & Diegel, Salon Eva Michelle, Salon Marc Harris and Studio 9. In addition, Salon Week is launching with the support of a number of top lifestyle and beauty brands, including Boston Magazine, Goldwell, Hey Hey Gorgeous, Nioxin, Oribe Hair Care, P&G Professional, Sebastian and Wella.
Salons can participate for a fee of $699. For more information or to enroll, visit

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Spa Week Sweeps The Nation

From April 16th-22nd, hundreds of spas, Pilates and yoga studios, fitness centers, and other health and wellness business across the country will offer signature services, normally costing $100 - $500, for just $50 each. For the past eight years, Spa Week has established itself a comprehensive way to engage consumers in the health and wellness lifestyle, via its biannual Spring and Fall events, designed to incentivize consumers to lead healthier, happier lives.
Moving into its 16th installation this Spring, participating facilities will offer up to three signature treatments, priced $50 each. From introducing new massage modalities such as Acupressure and Bamboo Massage and advanced facials, to weight-loss and nutrition classes, Spa Week aims to help educate spa-goers on how to incorporate specific treatments into their lifelong health regimens.
To take advantage of Spa Week, consumers should register on for exclusive information on participating spas and their $50 services. Now for the first time ever, will launch five weeks early, on March 12th, allowing guests to book their desired services well in advance. (It is recommended that spa-goers sign up and book their appointments as early as possible!)
Hundreds of spas are expected to participate. For more information, visit

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If Wishes Were Lashes

Eight teenage cancer patients from the Mattel Children’s Hospital at the University of California, Los Angeles, were recently treated to facials, manicures and makeup applications at the Sonya Dakar Skin Clinic in Beverly Hills, thanks to the organization Wish Upon a Teen and beauty companies’ generous donations of time, expertise and products.

Among the day’s highlights: a lesson in faux eyelash application, courtesy of Ardell Lashes and Stila Pro Makeup Team artist Lindsey Forrest. The young women not only learned how to apply the lashes but were encouraged to choose their favorite style, from natural faux flare to fun and funky fringe. Other team members showed the teens how to use eyebrow products to fill and define areas made sparse by cancer treatments.

Wish Upon a Teen is a nonprofit organization that provides resources and opportunities to Los Angeles and Detroit teenagers who are recovering from traumatic experiences. For more information, visit

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Giving By Buying

The professional beauty industry ended 2011 with a wave of generosity, spearheaded by product manufacturers who used their resources to benefit deserving causes. Recent examples include:

Éminence Organic Skin Care, which teamed with the Greater Vancouver Food Bank Society to raise nearly $20,000 to purchase food for the hungry;
• the experts at Ardell Lashes, who recently helped bring holiday joy to teenage cancer patients at a special Wish Upon a Teen event;
• and American International Industries, which, for the second year running, challenged its male employees to participate in a mustache-growing contest to raise awareness about prostate cancer and other men’s health issues.

The trend toward giving shows no sign of abating, in part due to the demand of consumers who prefer their hard-earned money to go where it does the most good. In one survey conducted by global PR firm Edelman, half of the more than 7,000 consumers who were asked said they were willing to pay more for a product if the money supports a good cause.

“We call it the rise of the ‘citizen consumer,’“ says Carol Cone, a managing director of Edelman Purpose, the “cause marketing” arm of Edelman. “Americans seek deeper involvement in social issues and expect brands and companies to provide various means of engagement.”

In the beauty industry, one need look no further than the active role companies and businesses take in October, now widely recognized as Breast Cancer Awareness Month, to see that this trend is—happily—here to stay. Estée Lauder led the way in breast cancer awareness efforts nearly two decades ago, and countless cosmetics and esthetics companies have since followed suit. The difference now? Consumers want to see year-round activity, proof that a company has an ongoing commitment to leave a positive legacy.

Related: Small Town, Big Heart | The Big Give | If Wishes Were Lashes