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PR for Everyone

Sharon Esche and Alexander Irving have found a new way to provide PR support.

A new public relations option may help more spa/salon owners and independent beauty professionals get the word out about their services—without the often prohibitively high monthly or annual PR agency fees. Sharon Esche, president of the long-established PR agency Esche & Alexander, and her partner Alexander Irving, have added a new service to their BeautyPRpro subscriber blog: “PR à la carte,” a menu of publicity services to provide targeted, much-needed direction to small businesses with limited resources.

“‘PR à la carte’ has been the missing communications ingredient for salons and spas, and especially independents, for a long, long time,” says Esche. Adds Irving, ”With a little coaching down the right path, everyone can begin and maintain foundational PR if they understand what is important, what they need to do, and how to do it ... public relations isn’t brain surgery.”

Plus, the well-seasoned team is having a ball with their latest venture, Irving recently told DAYSPA. “Frankly, our ‘à la carte’ clients are more fun, far better listeners and really satisfying to work with,” he said. “We get to feel their joy when they get results from being better prepared, having sent well-thought-out and well-written news releases and good photos, and having put some basic PR principles to work for themselves.”

To find out more, check out or call 760.414.3370.

Inspired Reading

Dal LaMagna

“When building a house, you need to first concentrate on the foundation.” So says Dal LaMagna, founder of Tweezerman, about his trial-and-error rise to success in Raising Eyebrows: A Failed Entrepreneur Finally Gets It Right.

In this autobiographical account, LaMagna tells how he dabbled in a myriad of non-beauty industry–related ventures (from promoting musical acts to running a restaurant) before his quiet launch of Tweezerman. “I operated out of a 400-square-foot bungalow that was my office, warehouse and home,” he writes. “My initial investment was $500.”

More than 30 years later, Tweezerman is one of the most respected brands in the beauty business. LaMagna tells his remarkable story from failure to triumph with depth, wit and—despite his noteworthy achievement—humility. “There is nothing extraordinary about me,” LaMagna insists. “What I did, I think anyone can do.”

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Spotlight on Dedication

Angela Cortright

DAYSPA advisory board member Angela Cortright will receive the ISPA Dedicated Contributor Award at the 21st annual International SPA Association Conference & Expo in Las Vegas later this year.

Cortright, who founded the highly successful Spa Gregorie’s, with three locations in Southern California’s Orange County, has distinguished herself as an innovative business owner, industry activist and community leader. She was instrumental in furthering ISPA’s objectives toward strengthening and supporting the spa world, and has helped to raise awareness and funds for the fight against breast cancer with numerous charitable promotions and events.

Cortright has served on the advisory board for DAYSPA magazine since January 2007, where she continues to be a highly valued and trusted contributor to the publication.

“Angela truly embodies what the spa industry is all about: helping others live a more healthy, well-balanced lifestyle,” says ISPA president Lynne McNees. Responds Cortright, “One of my favorite quotes goes, ‘Service to others is the rent we pay for our room on Earth.’ ... I encourage everyone to find ways to contribute to their communities and industries for the betterment of all.”

For more details on the ISPA Conference & Expo, see Date Book or visit

New Deals, Fresh Faces

Ivan Blinoff, president of Regent Bond and Biodroga distributor with An G. Hinds, president/CEO of Catherine Hinds Institute of Esthetics

Regent Bond Inc., a U.S. distributor of German skincare brand Biodroga Institut, has partnered with Catherine Hinds Institute of Esthetics to enhance the Institute’s esthetics training and professional development courses.

Biodroga products have been manufactured in Baden-Baden since 1959 and are an esthetics staple in European markets; Catherine Hinds Institute was founded in 1979 and was the first esthetics school in the U.S. to be accredited.

New Spa Makes Waves

The newest Repêchage Concept Spa was introduced to the public with a rousing celebration.

Attendees at the grand opening of Erika’s Spa De Beauté & Salon in Mohegan Lake, NY, were invited to not only eat, drink and be merry, but to also feast their eyes on stunning hair and skin fashions that saluted Repêchage’s skincare staple with models adorned in striking seaweed wraps.

Spa owner Erika Widmann hosted Sarkli-Repêchage CEO/founder Lydia Sarfati, as well as the company’s national business development manager Susan Vindics and corporate educator Lauren Streeter, for the event.

“It was amazing to have Lydia Sarfati and her team be a part of the grand opening ceremony,” said a thrilled Widmann, whose spa will exclusively use Repêchage products in its skincare treatments.

Rewarding New Website

Éminence Organic Skin Care has announced the birth of its new website!

In addition to a database of product information, searchable by skin type and celebrity preferences, the site features a Skin Blog, product ingredient glossary and behind-the-scenes info on the company’s environmentally responsible farming and operations practices.

To sweeten the experience, Éminence is automatically entering anyone who signs up for its e-newsletter for a chance to win $500 worth of products. For more info, visit

New Deals, Fresh Faces

Bethany Kirschner

Haircare company Pravana Naturceuticals has promoted former director of marketing Bethany Kirschner to the position of vice president of marketing.

“In her new role, Bethany will continue to oversee the development of groundbreaking new products and educational programs to maintain Pravana’s exciting growth trajectory,” says Pravana founder and president Steven Goddard.

The company also announced the promotion of six-year staffer Karla Ramirez to the role of director of customer service, in which Ramirez will oversee coordination and communication between Pravana’s manufacturing and shipping departments and their distributor partners.

China Glaze Woos Wong

Designer Sue Wong’s Fall 2011 show featured Edwardian-era lace, detailed embroidery, dainty appliqués—and China Glaze reds for nails.

The show, which took place at Wong’s private residence in Los Angeles, was inspired by the 1964 musical My Fair Lady, an opulent adaptation of the 1912 George Bernard Shaw play, Pygmalion.

The nails were a nod to the film version’s glamour, with rich polishes—such as the dark brick Drastic and the rich and creamy Rouge—gracing models’ loverly fingertips.

Nailing the High Seas

Star Nail master educator Elaine Watson will be among the experts slated to share their knowledge and expertise with nail technicians on an unusual 10-day cruise. The ship, set to depart for the western Mediterranean Sea this October courtesy of Nail Evolution, the exclusive Italian distributor for Cuccio Naturalé, will serve as a floating nail seminar, with stops in a tantalizing host of ports, including Savona, Italy; Casablanca, Morocco; Cadiz, Valencia, and Barcelona, Spain.

“I’m very excited about traveling to a part of Europe where I’ve never been,” says Watson, who believes that a cruise ship makes “a great venue” for learning. “A typical international class with me is one full day. Cruise guests will get the opportunity to have 10 full days of information ... This kind of attention from top international educators is totally unheard of!”

For more details, visit