Spring 2009

Progress
An Update for Members of the Professional Beauty Association

Event Spotlight
PBA
Symposium BEAUTY IS MY BUSINESS

July 18-21, 2009

consumer culture

Inside this Issue

Letter from
the Leadership inside front cover

Members
PBA
Beauty Week
Moving Up inside front cover

Government Affairs 1

PBA Membership Chronicles 2

July 18-21, 2009
New Member Benefits for 2009 2

Welcome! New Members 2-3

Las Vegas
ISSE 2009 Wrap Up 3 in cooperation with
PBA
Symposium
PBA Symposium:
The Making of... 4-8

Cosmoprof North America 9

NAHA20 Honorees Announced 10

Beacon Stories at PBA Symposium 11

PBA Best Practice Club 12

City of Hope 2009 13

Benefit Highlight:
Paychex back cover
M a n d a l ay B ay R e s o r t a n d C a s i n o | L a s Ve g a s
A Letter from the Leadership

2009 started off with a bang! The International Salon and Spa Expo (ISSE),
produced by the Professional Beauty Association, was a huge success Stanley Wild, 1925 – 2009
as thousands of salon and spa professionals turned up for exclusive PBA would like to extend its condolences to the family of
deals from hundreds of exhibitors, high-energy creative presentations,
Stanley Wild. A beauty industry icon and forefather of the
and abundant career-enhancing classes and presentations. The show
Professional Beauty Association, Stanley was a pioneer in
was an example of the professional beauty industry’s determination to
beauty product manufacturing and distribution. Those who
forge ahead during these hard economic times.
were lucky enough to know and work with Stanley will
And that also means it is time for the entire industry to come together. never forget him. He will be sorely missed.
Members are asking for more insight and information about industry
issues that touch all sections: salon owners need to know the business Members Moving on Up
side of the industry and distributors and manufacturers need to
This year, PBA would like to recognize all our members who took their
know what is and is not working in the salon. PBA has taken these
businesses to the next level in the face of a struggling economy. These
questions to heart and is working toward a new all-industry platform
members increased their gross annual sales in the last year and moved
for educational programs and initiatives that are applicable to all our
members. As you read this issue of PBA Progress, you will see that the up to the next membership tier in 2009:
information is no longer broken into sections but is instead combined
to speak to all members together, as the entire industry can only grow Beauty Craft Supply and Eqpt. Co. Viso Trading
stronger together. Beauty Solutions, LLC GM and Associates, Inc.

Calgel USA, Inc. Acapello Salons, Inc.

Just as information on the industry cannot be broken into sections,
the important issues the industry faces today cannot be grappled with Celebrity Beauty Supply and Salon Aniu Salon and Spa
by a singular section of the industry. It will take the collective of our Idaho Barber and Beauty Supply, Inc. Aveda Academy Denver
membership to work together and PBA is pleased to offer the first
Martinni Beauty, Inc. Bella Vita Salon and Day Spa
collective opportunity for the industry to meet with the all-new format
at the 2009 PBA Symposium, July 18-21, in Las Vegas. Salon Services and Supplies, Inc. Brian Graham Salon

The Brittany Group Cary O’Brien’s Design and ColorSpa

While salon and spa professionals will still enjoy the same high-level
Thomassen Beauty Supply Centennial Hills Salon and Day Spa
education and networking they are accustomed to, PBA Symposium
is now open to the entire industry and is held in cooperation with Athena Cosmetics, Inc. Challise and Company
Cosmprof North America, bringing together for the first time salon and Backscratchers, Inc. Gatsby Salon and Spa
spa professionals with top distributors and manufacturers for invaluable
California Cosmetics Corp. Gene Juarez Salons, LLC
face-to-face interaction and networking. This year’s theme, Consumer
Culture, is based on PBA’s year-long landmark study, Business of Diamond Towel Co. Guillotine
Beauty: Maximize Your Profitability, which delves into the state of the Enzo Milano H2O Salon and Spa
industry, habits and trends of the beauty consumer, the role of the salon
Graham Professional Products Hair By Bennie and Friends
in selling beauty products and much more. The study will be revealed
during Symposium General Sessions. Inspiring Champions, Inc. Head Quarters

J and D Beauty Products Jerry Heston Hairdressing

As part of PBA Beauty Week, which includes the North American
Keune Haircosmetics USA, Inc. Modern Salon and Spa
Hairstyling Awards, PBA Best Practice Club and Beacon, PBA
Symposium: Consumer Culture will give comprehensive answers to McConnell Labs/Light N Color, Inc.
the questions beauty professionals have been asking for years and is Elegance Nail Products
Osgood-O’Neil Salon Parlor
the must-attend event for all PBA members in 2009. Monroe Brushes
Paul Kenneth Salon, Ltd.
Nioxin Research
Visit probeauty.org/beautyweek for more information on these exciting Radiance Salon and Medi-Spa
events and, as always, thank you for your continued support of the Product Club
Rizzieri Salon
Professional Beauty Association. Queen Helene/The Hain Celestial
Rumors Salon and Day Spa
Group
Sheila Stotts Salon
Shark Fin Shear Co.
Spargo Salon and Day Spa
Solano International
Stilisti
Steve Sleeper Stylist Wear
PBA Executive Director The Loft Hair Design
Scottsdale, AZ TNT Agency, Inc.
Thomas Scott Salon and Spa
Universal Group
Vici Capilli
Valcent Products, Inc.

probeauty.org

Government Affairs
Obama, Congress,
and the Beauty Industry
The professional beauty industry can expect
politics to play an increasingly important role
in how the industry conducts business and
moves forward over the next several years.
As the voice of the professional beauty
industry, PBA aims to keep its members
and the entire beauty industry abreast of
legislation that has the potential to affect
their businesses, as well as provide a
collective viewpoint to Congress and other
government officials on the ramifications
legislation could have on the industry.
Negative Impact: It is important to understand
the proposed “card check” law, known as the
Employee Free Choice Act. This law could
have a significant effect on the beauty industry
and many other “Main Street” businesses.
Card check would make it cost-effective for
unions to target such businesses as beauty
and nail salons, spas, restaurants and other
retail establishments, which have never
experienced unionization before.
The law also would eliminate the secret ballot
process currently used for unionization in the
workplace and replace it with a card check
system. Once a union persuades more than
half of workers to sign membership cards,
simply having that percentage of signed cards
would automatically certify the union.
Without the secret ballot process, card
check would expose employees to
intimidation and bullying tactics from union
organizers. Ultimately, it would deprive
them of their right to vote in private.
From large-scale beauty manufacturers to
individual beauty professionals, this is a
law that could have serious consequences
for the beauty industry.
Positive Impact: On a happier note is the
FICA Tax Credit for salons and spas. PBA
has actively supported this legislation for the
last several years. The bill’s principal sponsor,
Rep. Shelley Berkeley of Nevada, has retained
her seat in the U.S. House and is poised to
keep this issue a priority. Additionally, 2009
and 2010 are likely to be years in which we
will see a flurry of tax legislation in Congress
– giving our industry newfound opportunities
to advocate for the FICA Tax Credit.
The FICA Tax Credit would give salon and
spa owners a dollar-for-dollar tax credit on
the FICA taxes paid on an employee’s tip-
income – employers currently do not share
that income but are taxed on it – putting the
professional beauty industry on equal footing
with the restaurant industry. This legislation
would significantly help the industry lower its
tax liability and allow owners to further invest
in their businesses and employees.
Positive Impact: Credit card interchange
fees may be decreasing. For years, small
businesses like salons, spas, restaurants and
other merchants have been waging a quiet war
with credit card companies over interchange
fees – the hidden costs of processing credit
and debit card transactions that can gobble up
a store’s profits while earning banks a pretty
penny. With a new Congress now in power,
we’re likely to see the resurrection of the
Credit Card Fair Fee Act.
1
This federal legislation would require credit
card companies with substantial market
power to negotiate with merchants and
retailers on terms for fees paid when
processing card transactions. Interchange is
a percentage of each transaction that credit
card companies collect from merchants on
every purchase. The fee varies with type
of card, size of merchant and other factors,
but as much as $2 of every $100 consumers
spend goes to card processors.
Positive Impact: At the state level, PBA
is working on raising awareness with state
legislatures about license mobility. Salon
professionals can sometimes face state
regulations that limit their ability to practice
their craft and conduct business when moving
across state lines. License mobility allows
a licensed professional in good standing to
qualify for licensure from one state to another
without further examination.
To sign the petition and support
other stylists across the nation, visit
probeauty.org/licensemobility.
To learn more about other issues that have
the potential to influence our industry or to
get involved with PBA’s government affairs
efforts visit probeauty.org/advocacy or
contact Sam Leyvas at sam@probeauty.org
(800.468.2274 x3437).

Member Chronicles
The Best of 2008: Members Respond
The PBA Membership Department recently caught up with four PBA salon members
to get the scoop on what worked for them in 2008 and what their plans are in 2009.
H e r e ’s w h a t t h e y h a d t o s a y :
Sondra Thrasher
- Appearances Hair Color & Design Studio
“One of the biggest changes we are making is to
start our own line of products.
Also, I took over all managerial duties within the
salon in 2008 and now have weekly communication
with employees and opportunity to coach them
individually. I also communicate regularly with our
client base, sending out emails, making phone calls
and speaking to them when they are in the salon.
Communication has been an extremely important
aspect within the salon and one that we are
continuing in 2009.“
Jill Wiltberger - Perfection Salon
“If I could go back, I would tighten security around
my data. I just had three employees steal my entire
database and it happened because I trusted them
all way too much. I am putting into place tighter
controls on the front desk, access to information,
and communication with our guests.
We capture email addresses from our new guests,
then leverage that into an ongoing communications
campaign including bi-monthly e-newsletters,
weekly last-minute appointment availabilities,
special promotions and holiday-related greetings.
It works well to help strengthen the relationship
between the salon and our guests. I am more and
more convinced that email is the way to go.”
Melissa Huetter - Indigo Salon and Day Spa
“I am dedicating 2009 to growing my team’s awareness
on the importance of retail sales: how it directly affects
Welcome! New PBA Members
New PBA Associate Members
September 1 – February 1
Harms Software, Inc. (Boonton, NJ)
New PBA Distributor/Store Members
September 1 – February 1
Aki’s Nail Art (Irvine, CA)
BRY Co., Ltd. (Shinjuku, Tokyo)
Diamond Edge (Bakersfield, CA)
Emis (Ho Chi Minh, Vietnam)
Hospitality Pac (New York, NY)
Layrite, LLC (Santa Ana, CA)
Leonor Greyl Paris (Petaluma, CA)
Lucky USA (Alhambra, CA)
NW Balfour (Ra’anana, Israel)
Ocean Breeze USA (Fountain Valley, CA)
Orion Images Corp. (Westminster, CA)
Sadas Botanicals (Boca Raton, FL)
Skincerity, Inc. (Houston, TX)
Spoil Me (Spanish Fork, UT)
Taylor Maid (Orem, UT)
The Bella Company, Inc. (Wixom, MI)
The Hair Shop (Los Angeles, CA)
The Hair Shop N.W (Federal Way, WA)
Votrevu/dfw (Frisco, TX)
Sondra
client retention, the clients ability to maintain and
reproduce the style we’ve achieved for them and the
advertising potential it all has for our salon.
In 2008, I implemented my two newest positions,
an on-staff pr/marketing director and a general
manager who has saved my life – seriously! She has
taken over employee accountability, client relations
and the management of all our systems.
Now, I am able to spend more time working on my
business versus in the business, and have had more
of an opportunity to spend “quality time” versus
“quantities of time” in my salon / spa.”
Krista Martin - metro FOR MEN
“I have realized that being an owner/operator is not
the ideal leadership style and want to move away
from the fear of leaving my clients behind and focus
on the positive forward movement it would have on
the overall business in 2009.
In 2008, I worked incredibly hard on going green
at the shop and using green strategies to reduce
the shop’s overall expenses. We doubled our net
profit margin. I will continue to seek green methods
in 2009 and use the savings to grow the business
internally with the staff and externally with additional
locations.”
New Membership Benefits for 2009
This is a big year for the Professional Beauty
Association. PBA Symposium is joining Cosmoprof
North America and the North American Hairstyling
Awards in Las Vegas to create PBA Beauty Week,
the largest, most inclusive beauty event in North
America. But that’s only the beginning.
New PBA Manufacturer/Rep Members
September 1 – February 1
Artease Hair Color/AVAA LLC (Torrance, CA)
Aura-Soma Products, Ltd. (Horncastle, Lincolnshire)
Aware Products (Chatsworth, CA)
Bob-e-pins (Beverly Hills, CA)
Body Brands USA, Inc. (Redmond, WA)
Bureau Number 4 (Newport Beach, CA)
Buster’s Skin Care for Men (Ontario, CA)
Cala Products (Los Angeles, CA)
Chopchopwang, Inc. (Beverly Hills, CA)
Christrio (Corona, CA)
Design X (West Long Beach, CA)
Durocher Enterprises (Whitefish, MT)
Element Display Group, LLC (Oconomowoc, WI)
Esche and Alexander Public Relations (Oceanside, CA)
Fake Bake Tanning Products (Tulsa, OK)
Footsie Bath, LLC (Beverly Hills, CA)
Hot Accent (Mission Viejo, CA)
JKS International (Fort Worth, TX)
Joice Seus Company (Plano, TX)
Kasia Beautiful (Minneapolis, MN)
Kiss Products, Inc. (Port Washington, NY)
Lawrence Ray Concepts (Los Angeles, CA)
Lock, Stock and Barrel (Long Beach, CA)
L’Oreal Professional (New York, NY)
Matrix (New York, NY)
Milbon USA, Inc. (New York, NY)
Niko Cosmetics, Inc. (Toronto, ON)
Passion Beauty, Inc. (Hawthorne, CA)
Melissa
Jill
Krista
PBA Beauty Industry Guide
In 2009, PBA is proud to announce the launch of
PBA’s newest online resource for PBA members and
all beauty professionals, the PBA Beauty Industry
Guide. This online directory is a valuable resource for
PBA members and other industry professionals who
use the Internet to locate, research and purchase
products and services unique to the industry without
the clutter of general Internet search engines.
Professionals can search the guide directly from the
PBA home page and PBA member company listings
will all be identified with a PBA logo!
Visit pbabeautyindustryguide.com to search now or
download the guide to your desktop.
PBA CareerCenter
probeauty.org/careers
The new PBA CareerCenter is the definitive online
resource for employers and job seekers in the
professional beauty industry. PBA members receive
one free job posting annually and discounted rates
on additional listings! Job seeker services are
complimentary. Connect with the best employers
and employees in beauty!
Upcoming Teleconferences:
• Salon Series: Best Practice Club Web Workshops
• Advocacy Updates
• Industry Research
and much more.
For more information on all the exciting new
programs at PBA, visit probeauty.org or give us a
call at 800.468.2274.
Progressive Beauty Concepts (Whitehouse Station, NJ)
Redken 5th Avenue NYC (New York, NY)
Saian North (Hollywood, CA)
Salon Success University (West Allis, WI)
Sanicape (Brea, CA)
Sensuous Solutions (Arcadia, CA)
Spider Mfg., Ltd. (Concord, ON)
Surface Hair (Saskatoon, SK)
T3 Micro, Inc. (Venice, CA)
The Testor Corporation/Aztek Health & Beauty (Rockford, IL)
Vevo’s Emporium, Inc. (Woburn, MA)
Whiter Image (Atlanta, GA)
Mass Mutual (Rex, GA)
New PBA Salon/Spa Members
September 1 – February 1
109 Hairdacious Salon (Peterborough, NH)
A Special Haven (Austin, TX)
Advance Skin Care and Nail Center (West Babylon, NY)
Allusions Hair and Nails (Latham, NY)
Anasa Hair Studio and Spa (Lake Elsinore, CA)
Anya Salon West (Homestead, PA)
Aspire...beauty (Detroit, MI)
Awaken Aveda Salon and Spa (Bonaire, GA)
Be...Salon and Spa LLC (Saint Paul, MN)
Beau Monde College of Hair Design (Portland, OR)
Bell Lago Salon and Spa (Mooresville, NC)
Capelli Salon (Concord, MA)
Chandni’s Spa and Salon (Cary, NC)
Chava’ Pelo Salon (Milpitas, CA)
 3

International Salon & Spa Expo 2009 Wrap Up

With more than 33,000 licensed beauty professionals swarming the sold-out Long Beach Convention Center show
floor January 31 - February 2, the International Salon & Spa Expo (ISSE) surpassed expectations for 2009 and reaffirmed
its position as the largest beauty event on the West Coast.

Along with valuable demonstrations on the show floor, attendees chose from more than 250 education classes, up more than 50 classes from 2008, for hair,
nails, massage therapy and business strategy classes. ISSE also featured industry icons, such as Tabatha Coffey of the Bravo channel’s hit show “Tabatha’s
Salon Takeover,” Kim Vo and Martin Parsons on the tremendously popular International Fashion Theater and Technical Theater stages, as well as the new Latino
Fashion Theater stage.

PBA members enjoyed a place to escape and unwind in the PBA members-only lounge and complimentary snacks and drinks at PBA’s Super Bowl party.
Exhibitors enjoyed complimentary breakfasts while attendees geared up to participate in PBA’s Photo-Shoot Give-away. Additionally, PBA partnered with Barbar
Artists to give away a full salon set up worth $80,000 and Ultimate Beauty to give away a brand new 2009 Mercedes!

The electricity in the air among attendees, educators and exhibitors was both invigorating and indicative
of the professional beauty industry’s persistence to thrive in a slumping economy.

Tabatha Coffey

ISSE 2009: PBA Round Table Highlights Kim Vo Martin Parsons

The changing economy, shrinking retail tickets and strategic marketing solutions were just a few topics taking center stage at this year’s ISSE
PBA Salon and Spa Round Table. A group of about 25 salon and spa owners from across the nation shared some of their solutions to combat
these common challenges. “This problem with the economy has really thrown us a curve ball,” said Kim Miller of Illusions Salon and Spa in
Florida. “We’re back to the drawing board, always having to think outside of the box.”

PBA Leadership Council members Marilyn Ihloff, of Ihloff Salon and Day Spa, and Cary O’Brien, of Cary O’Brien’s Design and ColorSpa, led the
discussion and sparked the creative atmosphere. Marilyn spoke of open communication and leading through inspiration. “Communicating the
vision...is, to me, the hugest thing. Every person on your team needs to know where you’re going, why, and what’s in it for them.”

Cary stirred the crowd with some innovative ways to use promotions to drive clientele, keep staff from being wasteful and retail training. “All
the great ideas we have to promote retail don’t matter unless we talk about it,” he exclaimed, asking the crowd, “How often do you talk about
it – every couple months? It has to be a topic every month.”

If you missed the panel discussion at ISSE and are looking for ideas on how
to keep your business competitive in today’s challenging environment, plan to
Charlene Abretske of Your Beauty Network, based in Carlsbad,
attend PBA’s Symposium: Consumer Culture held during PBA Beauty Week in
Claifornia, talked about utilizing social networking tools to keep your
finger on the pulse of computer-savvy clients. “There are a lot of July. Visit probeauty.org/symposium for details!
sites out there that may have reviews about you,” she said. “Some
may be good and some bad, but you should know they’re there.”

Chocolate Raspberry Studio (Jacksonville, FL)
CocoMichelle Salon and Spa (Longmont, CO)
Colorworks (Woodside, NY)
Command Performance (Temple, TX)
Cutting Edge Hair Co. (Woodstock, IL)
D. Laudati, Master Haircolorist and
Associates (West Palm Beach, FL)
Darrell Barrett Salon (Perry Hall, MD)
Detour Salons (Encinitas, CA)
Elite Retreat Hair Studio (Belleville, IL)
Euodia Salon and Spa (Carson, CA)
Fahrenheit Hair Design (San Diego, CA)
Fresh Hair Studio (Southampton, PA)
Future Focus Family Medicine
and Medical Spa (Corpus Christi, TX)
Gail and Co. (Honolulu, HI)
Genray Hair Salons (Oakland, CA)
Giada Salon and Spa (Chico, CA)
Green Lotus Salon and Wellness (Cromwell, CT)
Hair Colour Concepts (Portsmouth, NH)
Hair Emporium (Granite Bay, CA)
Hairroin Salon (Los Angeles, CA)
Hilites Hair Salon (Fulton, MD)
Hi-Tech the School of Cosmetology (Miami, FL)
Ignis Salon (Poway, CA)
Indigo Salon and Day Spa (Canton, MI)
J. Michael Salon (Vancouver, WA)
Joseph’s Salon and Spa (Louisville, KY)
Juvin Salon and Spa (Santa Cruz, CA)
K. Paige Salon Hair and Skin (Chicago, IL)
Kalla Lily Salon and Spa (Osseo, MN)
Karamel (Calgary, AB)
Ken and Company Aveda Salon / spa (Stroudsburg, PA)
Kete’r Salon (Berkeley, CA)
Klafta Unicuts, Inc. (Newbury Park, CA)
Lauran Kirk Hair Artistry (Morgantown, WV)
Lauren Ashley Davis (Burbank, CA)
Lucy Hair Design (Carlsbad, CA)
Luna Salon and Spa (Philadelphia, PA)
M and M Hair Design (Johnstown, PA)
Market Place Salon and Spa (Burien, WA)
Metamorphosis Salon and Spa (Brookfield, WI)
Monique’s Salon (Spokane Valley, WA)
Moxi (San Francisco, CA)
MY Salon (Sacramento, CA)
New Leaf Salon (Bristol, RI)
Nube Nove Salon (Orlando, FL)
Nubian Solutions (Philadelphia, PA)
OMI Salon and Spa (Waltham, MA)
On Stage Hair Design (Magnolia, TX)
Panache Hair Designs (Oak Park, IL)
Peg Cribari (Dallas, TX)
Platinum Salon, Inc. (Long Island City, NY)
Prestige Salon (Enterprise, AL)
Princeton Salon and Spa (Gainesville, GA)
Redhouse Shelby (Township, MI)
Regal Nails Salon and Spa (Fayetteville, AR)
Renaissance Studio, Inc. (Abbotsford, BC)
Rolf’s (Tempe, AZ)
Sala Salon Group (Napa, CA)
Salon Del Sol, Inc. (Richmond, VA)
Salon Gio and Day Spa (Brooklyn, NY)
Salon Hemel and Spa Gioventu Dollard (Des Ormeaux, QC)
Salon Housecalls, LLC (Orlando, FL)
Salon Nefisa (Columbia, MO)
Salon Nirvana (Winthrop Harbor, IL)
Salon Reaction (Overland Park, KS)
Salon Sabrina (Sonoma, CA)
Salon W (Des Moines, IA)
Sam Pierre Beauty (Glendale, CA)
Sanibel Day Spa (Sanibel, FL)
Siggers Hairdressers (Tucker, GA)
Signature Salon (Traverse City, MI)
Skinhancements (Tustin, CA)
Splash Hair Studio, Inc. (Raleigh, NC)
Stephen and Burns (Burlington, VT)
Style N Beauty (Norwalk, CA)
Technical Artistry (Salem, OR)
The College of New Jersey - School of Business (Trenton, NJ)
Total Concept Salon Etc. (Selinsgrove, PA)
Tru Salon (Pittsford, NY)
TwoDo Salon (New York, NY)
TZ’d Salon (La Verne, CA)
Van Michael Salons (Atlanta, GA)
Vasseur Day Spa and Salon (San Diego, CA)
Viva Salon (Colorado Springs, CO)
Vivid Salon and Tan (Saint Paul, MN)
West Coast Salon and Spa (Ballwin, MO)
Z Hair Academy (Lawrence, KS)
Note: This does not include renewing members.
For a full list of PBA members by section,
please visit probeauty.org/directory.
 The Making of PBA
Symposium 2009:
PBA Beauty Week, July 18-21, 2009, at the Mandalay
Bay Resort and Convention Center in Las Vegas,
is North America’s largest, most inclusive beauty
event, offering unlimited networking, education, and
professional growth opportunities to all sectors of the
beauty industry. This week of beauty features PBA
Symposium, the North American Hairstyling Awards,
the PBA Best Practice Club, City of Hope Spirit of Life®
Masquerade Gala and Beacon, and is produced by PBA
in cooperation with Cosmoprof North America.

If you are looking for beauty business education

that can keep your business competitive in today’s
challenging economy, it’s all about PBA’s Symposium:
Consumer Culture. This event is specially designed to
offer upper-level business and salon-specific education,
networking opportunities and powerful research on
today’s salon consumer. PBA Symposium is the must-attend
educational event of 2009 for savvy beauty salon/spa owners and
key staff, distributors, retail beauty store owners and managers,
manufacturers and manufacturer reps.

Curious how PBA Symposium: Consumer Culture came about

and what it’s going to entail? Read on!

The Research
As part of the new PBA Symposium, PBA partnered with renowned research firm McMillan
Doolittle to create a first-of-its-kind beauty industry research study, Business of Beauty: Maximize
Your Profitability. The inspiration for making PBA Symposium an all-industry educational event came
partially out of a universal desire among PBA members to measure the state of the industry and discover
what works and what doesn’t in the salon/spa retail environment and why. This kind of research isn’t solely
targeted to salons and spas or distributors and manufacturers, this study will impact the entire professional
beauty industry. To understand the future of retail in beauty, the entire industry first has to understand the state
of retail today and that starts with the beauty consumer.

The results of Business of Beauty: Maximize Your Profitability will be the cornerstone of PBA
Symposium: Consumer Culture General Sessions. Some of the research areas include:
• Understanding consumer spending habits
• Comparing consumers’ preferences for professional vs. store brand products
• Where consumers are buying beauty products

Attend PBA Symposium for the official reveal!

probeauty.org
 5

consumer An Inside Look

culture
The Education
The upper-level, all-industry access business
education available at PBA Symposium is
available nowhere else in the beauty industry.
Broken into segments for the entire industry
and sessions specifically for salon / spa owners,
managers and key staff, the education at this
year’s Symposium covers everything:
General Sessions
• Business of Beauty: Maximize
Your Profitability research revealed
• Learn what the salon channel can do
to sell more beauty products
• Listen to retail and industry experts as
they explain how to see and understand
the telltale clues to help you create the
best possible experience for your client
• Participate in spirited round-table
discussions with industry icons and
other salon professionals just like you
• Discover how industry icons mastered
the salon retail experience
at the Beauty Consumer
Breakouts
• Become Clue Conscious – how
to assess your own business
• Consumer Culture and Salon Culture
know the shifts taking place with customers
• Know your brand – Price, Prestige,
Volume or Boutique
• Understand the “No Compromise
Leadership” style
• Implement the 7 Powerful Branding
Strategies to build your brand
Tuesday Workshops*
• Ultimate Spa Tour: Visit the largest spas
in Las Vegas during this specially
designed guided tour
• Reinventing Space: How to visually
stimulate consumer purchasing
*Additional cost
and the Future
of the Industry
The Networking
As part of PBA Beauty Week, PBA Symposium
provides a priceless opportunity to connect
with peers and industry professionals from
every walk of beauty. The best networking
opportunities can happen anywhere – during
special networking breakouts, round tables,
organized receptions, or even over a casual
conversation on the casino floor. With so many
events happening at once there are several
way to connect, including.
• The Cosmoprof North
America Get Together Party
• The 20th Annual North American Hairstyling
Awards Reception and Ceremony
• City of Hope Spirit of Life®
Masquerade Dinner and Gala
• PBA Member Lounge at the PBA Booth
• PBA Symposium General Sessions
and Receptions

PBA
Symposium BEAUTY IS MY BUSINESS

J u l y 1 8 - 2 1 , 2 0 0 9 – M a n d a l a y B a y C o n v e n t i o n C e n t e r – L a s Ve g a s

Registration P B A S y m p o s i u m Tu i t i o n *
probeauty.org/symposium/registration
800.394.5436 (916.774.8681) Before June 22, 2009 After June 22, 2009
$399 PBA Members $449 PBA Members
H o t e l & Tr a v e l $549 Non-Members $599 Non-Members
probeauty.org/symposium/hotelandtravel
800.826.3520 (310.590.4707)
i n c o o p e r a t i o n
*Cosmoprof North America attendees and exhibitors receive special pricing to PBA Symposium:
Consumer Culture General Sessions. Visit cosmoprofnorthamerica.com for details and to register.

C h e c k o u t p r o b e a u t y . o r g / s y m p o s i u m t o l e a r n m o r e !
P B A Leaders on PBA Symp o s i u m 2 0 0 9
Want to learn more about how PBA Beauty Week and the new PBA Symposium grew into the industry event of 2009? Here are some insights
into the event from some of the people who helped make it possible, the volunteer members you elected to the PBA Leadership Councils and the
Chair of the PBA Board of Directors:
An Interview
with Lee Rizzuto Jr.
Chair, PBA Board of Directors
President, Conair Corporation
Stamford, CT
Q. What is most exciting about the new all-industry format at PBA
Symposium?
A. We are universally working toward the long term goal of having a more
cohesive structure within the overall beauty industry. PBA Symposium
is the ideal format to bring people together face to face to discuss ideas
on a personal level, changing mindsets and resulting in the realization
that everyone has a vested stake in our industry’s success.
Q. What are you most interested in learning from the Business of
Beauty: Maximize Your Profitability research study that will be released
at PBA Symposium 2009?
A. Having hard numbers to support findings about consumer trends
and where the industry is heading. The distribution channel along with
consumer tastes and habits are constantly changing. As a business
leader, I am always interested in how I can make my business better
to meet the needs of consumers.
“I know the economy weighs heavily on the minds of
many…these are great events to help people stay motivated
and learn from not only top professionals in the industry, but
also peers who are facing many of the same challenges.”
– Lee Rizzuto Jr.
probeauty.org
An Interview
with Necole
Cumberlander
President, PBA Salon/Spa
Leadership Council
Owner, Noire Et Blanc
Cleveland, OH
Q. What is PBA’s goal in moving the new PBA Symposium to join
Cosmoprof North America and the North American Hairstyling Awards
in July in Vegas?
A. We are all part of PBA and it’s obvious that we should all come
together for one event instead of many separate events. It just made
sense to bring PBA Symposium to Vegas to join Cosmoprof North
America. Cosmoprof is such a well-established and well-oiled machine,
something everyone in the industry is already familiar with, and of
course NAHA is there as well. It was just a good fit.
“It’s so nice to get valuable business information and talk to
like-minded people…it really brings your business to the next
level and allows you to help other owners get there, too.”
– Necole Cumberlander
Q. What would you say to fellow salon / spa members who are thinking
about attending the new PBA Symposium next July, but haven’t made
up their mind?
A. I was talking to two salon owners who have been to PBA Symposium
in the past, but weren’t sure about this year. I just had to tell them
about the new PBA Symposium! The great business information
available this year, how the whole industry will be together and how
salon and spa owners will have the ear of manufacturers and distributors.
They were shocked to hear about everything that will be offered at this
one event. It’s exciting to let other salon and spa owners know about
this wonderful opportunity.
 7

An Interview
with Sydney Berry
President, Distributor/Store
Leadership Council
President, Salon Services & Supplies, Inc.
Renton, WA

Q. What are you most looking forward to at PBA Symposium in 2009?

An Interview
A. The shared theme of inclusion and knowledge being extended to all
segments at one site! It will give us purposeful dialogue in a common
with Brian Graham
language, not the best promotion or the most unique incentive,
President, Manufacturer/Rep
but the most strategic alignment to reach PBA’s BHAG (Big Hairy
Leadership Council
Audacious Goal) established in 2005, “To be universally recognized
President, Nioxin
as the catalyst for driving consumer loyalty, member success, and the
Lithia Springs, GA
advancement of the professional salon industry.”
Q. What is PBA’s goal in moving the new PBA Symposium to join
Q. What are you most interested in learning from PBA’s landmark study,
Cosmoprof North America and the North American Hairstyling awards
Business of Beauty: Maximize Your Profitability?
in July in Las Vegas?
A. The “One Thing” I am most excited about are the insights
A. To take advantage of two amazing industry events that already attract
of the consumer. As an industry, we have been so creative in
manufacturers, distributors and salon owners from around the world,
developing services and products we believe the consumer
Cosmoprof North America and the North American Hairstyling Awards,
will love. Before, we could only judge reactions by their lack of
and to give PBA Symposium a permanent home.
purchases. This landmark study is an opportunity that has not
existed in the beauty industry before.
Everyone loves Vegas and moving PBA Symposium there not only
creates a permanent home for the event, it presents an opportunity
for the industry to come together under the umbrella of a long awaited
PBA Beauty Week. This gathering of the entire industry will not only
provide opportunities to do business, but also opportunities to connect
as an industry through education and networking.

“Our industry has a lot of speculation about why retail does or doesn’t
“We face a different and unique future in distribution…we need to
work. As a manufacturer, I look forward to learning about...retail in the
better understand how and where we can enhance our value for both
salon environment.” – Brian Graham
the manufacturer and the salon.” – Sydney Berry
Q. What do you think PBA Symposium moving to Vegas and becoming
an all-industry education event will mean for the future of PBA and the
professional beauty industry?

A. My hope is that the different membership sections of PBA –

manufacturer, distributor and salon / spa – will start to work together
as a whole in more areas like government affairs, research and public
relations because we can do so much more when we stand together.
 A Sneak Peak: consumer
culture
PBA
Symposium
Schedule of Events
Take a sneak peak at all the great education
and networking planned for PBA Symposium 2009 and PBA Beauty Week!

Saturday, July 18
7:00pm - 9:00pm Get Together Party (all industry)

Sunday, July 19
7:30am - 9:45am General Session: includes continental breakfast (all industry)
8:00am - 5:00pm Registration Open
10:00am - 5:00pm Cosmoprof North America Trade Show
10:15am - 11:45am General Session Continues
2:00pm - 5:00pm Breakout Tracks
6:30pm - 10:00pm NAHA 20 (all industry)

Monday, July 20
7:30am - 9:45am General Session: includes continental breakfast (all industry)
8:00am - 5:00pm Registration Open
10:00am - 5:00pm Cosmoprof North America Expo
10:15am - 11:45am General Session Continues
2:00pm - 3:30pm Breakout Tracks
3:45pm - 5:00pm Closing Sessions (all industry)
6:30pm - 10:00pm City of Hope (all industry)

Tuesday, July 21
7:30am - 9:00am Workshop Registration Open (outside classrooms)
8:00am - 11:00am Evolving & Redefining the Value of Distribution *
8:30am - 12:00pm Reinventing Space *
8:30am - 12:30pm Ultimate Spa Tour: Las Vegas *
* additional cost
10:00am - 3:00pm Cosmoprof North America Expo

This schedule of events may change. Visit probeauty.org/symposium for a detailed schedule.

A PBA Symposium Study Guide: Three Business Books Guaranteed to Get You Ready for Vegas
“Greentailing and Other Revolutions
in Retail: Hot Ideas that are Grabbing
Customers’ Attention and Raising Profits”
– Authors: Neil Stern and Willard Ander of
McMillan Doolittle
PBA Symposium Tie In: PBA partnered with
McMillan Doolittle for PBA’s study, Business of
Beauty: Maximize Your Profitability.
a comprehensive research study and turn it into
concrete business tools.
“Clued In: How to Keep Customers Coming
Back Again and Again” -- Author: Lou Carbone of
Experience Engineering
PBA Symposium Tie In:
General Session Keynote Speaker
he will use real examples to explain how experience
management works.
“No-Compromise Leadership: A Higher
Standard of Leadership, Thinking and Behavior”
-- Author: Neil Ducoff of Strategies
PBA Symposium Tie In:
Breakout Track Speaker

“Greentailing and Other Revolutions in Retail”
uses extensive data to back up the strategies
leading retailers and suppliers are using today to
gain a competitive advantage by looking at case
studies of companies adopting new innovations in
retailing such as “greentailing” and comparing their
growth rate to traditional companies. This book
provides great examples of how to take data from
In “Clued In,” Lou Carbone shows how to engineer
a world-class customer experience using clues - “the
sensory building blocks of experience you’re already
delivering to customers, whether you know it or not.”
This book acts as the complementary step-by-step
manual to the powerful presentation Carbone will
conduct at PBA Symposium General Sessions where
In his book, “No-Compromise Leadershp,” Neil
Ducoff explains what it means to practice no-
compromise leadership, a leadership style and
business culture based on consistency and
integrity, with 100 percent commitment. Ducoff’s
leadership gives business owners and managers
the accountability they need to get results with their
employees, their business and themselves.
 9

T H E W O R L D O F B E A U T Y M E E TS AT T H E CO S M O P R O F N O R T H A M E R I C A 2 0 0 9
8 t h E D IT I O N - J U LY , 19 - 21 - L A S V E GA S , M A N DA L AY B AY CO V E N T I O N C E N T E R

B O L O G N A H O N G K O N G L A S V E G A S R I O D E J A N E I R O S H A N G H A I

Th e O n e a n d O nl y Co m p re h e n s i v e B u s in e s s - to - B u s in e s s B e a u t y Ev e n t

The current economic climate forces beauty
companies to focus more than ever on
innovation to satisfy consumer demands. It also
forces decision makers to make smart choices
on how to allocate resources. Both challenges
make Cosmoprof North America the best value
around: it is the only event in North America
to cover all segments of the beauty industry
from finished cosmetic products for retailing
and salon / spa use to contract manufacturing/
private labeling and packaging solutions - all
with the best international representation.
As a manufacturer this is the best
place to get new business-to-business
leads and brand your company.
The exclusive, high-caliber educational
conferences will focus on retailing, distribution,
spa, new media marketing, private labeling and
packaging and will once again serve as a key
attraction for exhibitors and visitors alike. Top
trade publications from each market will cover
special subjects of interest to management
from all company sectors, including marketing
and sales. Plus, the addition of PBA Symposium
will enhance the overall educational program
with daily General Sessions, exploring research
on the beauty consumer, the state of the
industry and retail best practices.
As a manufacturer this is the best place to get
new business-to-business leads and brand
your company. After surveying the 2008
exhibitors, we learned 71 percent felt visitors’
experiences were “good to excellent.” The
top reasons for exhibiting at Cosmoprof North Beauty Match:
America 2009 are to: An online directory free to all visitors and
- Obtain Sales exhibitors to allow pre-show match-making
- Increase Product Awareness according to product categories.
- Obtain Leads
- Conduct Meetings Discover Beauty Spa:
- Establish/Launch a New Business Featuring innovative new companies not yet
- Maintain Brand/Image widely distributed in the U.S. marketplace
and guaranteed appointments with key spa
In 2009, Cosmoprof North decision makers.
America highlights include:
Emerging Beauty Area:
The International Buyer Program: Specially created spaces offered at lower
Pre-qualified buyers from abroad meet rates to allow small companies that have
with exhibiting companies as part of never exhibited at the show before to
prearranged meetings. Complimentary to participate in the event.
all attendees and exhibitors.
Contact our team to learn how Cosmoprof
NEW! North America can help you obtain your
AngeLiKa Promotions, LLC objectives!
- Las Vegas Luxury Concierge
Kaori Nagao - President For US, Canada & Mexico, call the PBA office
AngeLiKa Promotions, LLC.
at 800.468.2274 (480.281.0424)
5074 Lime Kiln Avenue
Las Vegas, NV 89139
tel: 702.577.7659 Registration & Travel:
fax: 702.953.0457 Call 800.826.8133 (310.590.4713) or
www.angelikapromotions.com
visit www.cosmoprofnorthamerica.com
kaori@angelikapromotions.com
for details.
Retail Stores Special Initiative:
A comprehensive marketing initiative along
with special outreach program created to
bring retail store owners and buyers together.
Retail store members are encouraged to
inquire with their manufacturer representatives
for exclusive savings!

Event organized by North American Beauty Events, a partnership between PBA and SoGeCos.
Marketing & Promotion: SoGeCos S.p.A – Milan – Italy – Tel. +39.02.796.420 – Fax +39.02.795.036 – sogecos@cosmoprof.it
Sales Office US, Canda, Mexico: PBA – Scottsdale, AZ – USA – Tel. +1.480.281.0424 – Fax +1.480.905.0708 – cpnainfo@probeauty.org
Sales Office Europe, Africa, Middle East, Asia and South America: Fairsystem International Exhibition Services S.p.A – Bologna – Italy – Tel.
+39.051.282.848– Fax +39.051.282.895 – fairsystem@fairsystem.it
NAH A 2 0 : H o n o r i n g the Work, Stories. Style!

L i f e t i m e Ac h i e v e m e n t Aw a r d
& Hall of Leaders Winners
A n n o u n c e d

Hall of Leaders Honoree

Geno Stampora
Lifetime Achievement Each year, PBA and NAHA honor one beauty professional for their
Award Honoree leadership and outstanding contribution to the industry. This year, Geno
Vivienne Mackinder Stampora will be inducted into the esteemed Hall of Leaders.

The North American Hairstyling Awards (NAHA) and PBA are pleased to
Geno’s work in the professional beauty industry has changed over time
award NAHA’s top honor, the Lifetime Achievement Award, to Vivienne
from stylist to coach and speaker, challenging his audience to live in the
Mackinder for her outstanding contributions to the hair and beauty
moment, get the most out of life and to prepare for success. He has not
industry.
only created a story for himself in the beauty industry, he has touched
the stories of hundreds of stylists and students and is responsible for
Vivienne is one of the most highly respected international leaders and
the great success of many beauty professionals.
innovators in the hairdressing profession today. In her work as artistic
director for industry grand masters Sassoon and Trevor Sorbie, Vivienne
developed an expertise for precision cutting and an eye for original hair Experienced all phases of the beauty industry, Geno has owned
design, from the classic and the commercial, to the avant-garde. and operated a collection of salons, two beauty academies and a
distributorship. He has traveled the globe delivering the tools needed
Based in New York City, Vivienne has been honored with numerous for salon success. His seminars encompass all aspects of growth and
awards, including the much coveted North American Hairstyling Award success in beauty with a humorous, inspiring and upbeat style.
five times, the most recent being “Masters,” and the prestigious IBS
Editors Choice Awards three times. Geno is a keynote presenter for: Intercoiffure, PBA, ABS, IBS, CCA,
ICSA, NCA and more. Geno also serves as the director of motivation
Vivienne is an in-demand featured guest artist-educator for premier
for Haircolor & Design Magazine and on the advisory board for Nailpro.
international events worldwide and her work is consistently published
His work has been featured in prominent industry publications, such
in the international press. She founded the “Roots and Wings”
as Modern, Salon Today, Canadian Hairdresser and Nailpro, as well as
educational program in New York City to much acclaim.
many major fashion magazines. He is the author of the best-selling
academy book “Success Dynamics” and two best- selling CD series,
Vivienne’s career as a master stylist is divided between her salon
“Adventures in Creative Hairdressing” and “Salon Success.”
clientele, editorial and advertorial shoots, advertising campaigns,
featured artists at countless special events and entertainment entities,
including MTV and the VH-1 Fashion Awards. As a session stylist,
she has collaborated and designed hair collections for runway fashion
collections in New York, Paris and London.

probeauty.org
 b
11

NAHA 20
Awards Ceremony
Mandalay Bay Convention
Center, Las Vegas
July 19, 2009
PBA Beacon at PBA Symposium
Each year, hundreds of cosmetology students from across North America
Red Carpet Reception compete for a coveted spot in the PBA Beacon program. Only 100 of the best-
6:30pm - 8:00pm and-brightest students are chosen for this once-in-a-lifetime career-changing
opportunity. Winners sit side by side with top industry professionals at PBA
Awards Ceremony Symposium, attend PBA Symposium General Sessions and specially designed
8:00pm - 10:00pm Beacon Breakout Tracks. This year, Beacon students also get the chance to
attend the 20th Annual North American Hairstyling Awards!
Tickets available at
probeauty.org/naha. PBA Past Winners Talk about Success after Beacon
members receive $10 off Beacon began in 2001 and has seen more than 600 students.
ticket price.
2008 Beacon graduate Alee Sribanditmongkol calls her experience at Beacon “a life changer.”
Registration:
800.263.0516
(916.774.8675 int) “You WILL meet the exact person you need to meet, or HEAR the exact thing you
need to hear to set you up for success, whether it is finding a dream salon, hearing a
Housing:
800.826.8133 key presenter speaking on interviewing, business approaches, or straight talk from
(310.590.4713) people who started out just like us and ended up exactly where you want to be.”

Alee said her experience at PBA Symposium inspired her to help other students.
2009 NAHA Finalists Today, Alee works in the admissions department at the Ohio Academy Paul Mitchell Partner
have Been Chosen! School in Twinsburg, Ohio, where she said she is “learning, leading and following.”

Check out
probeauty.org/Naha/finalists 2002 Beacon graduate Catherine Miley Chishti says her experience in Beacon made a huge
for a full list and to browse difference in her career – and her perspective on the salon industry.
entry images
“It made me see things in a different light,” she said. “I got to see that being a stylist isn’t just
about creativity and skill, it’s also about business. To make it now as a stylist you need to know
Salon Team
finalist: Salon that so you can open doors and grow.”
GLAM Design
Salon finalist:
Boutique Tribe Hair Catherine attended PBA Symposium in 2002 as a Beacon winner which, she said,
Studio
helped her land her first job at Xena’s Beauty Co. “PBA Symposium was how I got
my first job as a stylist. Salon owners and managers were there to offer advice and
inspiration – it was nice to know they were just as eager to speak to you as you
were to them,” she said. “I could not have asked for a better experience.”

I got to see that being a stylist isn’t just about creativity and
skill, it’s also about business. To make it now as a stylist you
need to know that so you can open doors and grow.

Master
Stylist
finalist:
Brian and The 100 student winners for 2009 have been announced! Visit probeauty.
Sandra
Smith org/beacon to see a list of winners, find out what the Beacon winners
will be up to at PBA Symposium: Consumer Culture and learn more
about this exciting program.
 T h e P B A B e s t P r a c t i c e C l u b C o m e s To g e t h e r
PBA is proud to introduce all the members of the
PBA Best Practice Club, an exclusive program for
PBA salon and spa owners with gross annual sales
exceeding $2.5 million.
PBA Best Practice Club salons and spas exemplify best
practices. The next in-person meeting of the BPC will
take place at PBA Symposium: Consumer Culture this July, but BPC
members will be able to keep in touch through their e-Newsletter,
complimentary Web Workshops and online discussions.
For a full list of BPC members visit probeauty.org/bpc. For
more information on PBA’s Best Practice Club, call the PBA
Membership Department at 800.468.2274 (480.281.0424) or
email info@probeauty.org.
The First PBA Salon Series: Best Practice Web Workshop
The first BPC Web Workshop, “Effective Strategies for Marketing
Events,” was held on Monday, January 12, 2009, and featured Lou
Carbone, author and PBA Symposium 2009 Keynote Speaker, and
Marilyn Ihloff, owner of Ihloff Salon and Day Spa. Complimentary to
BPC members and facilitated by Jeanine O’Neill Blackwell of INYU
Training, the session started off with a taste of what Lou Carbone will
cover at PBA Symposium 2009: Consumer Culture..
Lou explained that because your customers cannot NOT have an
experience of your business, it’s vital to manage that experience by
looking for clues using a process Lou calls “clue scanning” then use
those clues to understand and alter that experience.
According to Lou, “There are both unconscious and conscious clues.”
For example, he said, when an accountant walks a customer to a chair
and pats it twice, it is actually more welcoming then saying, “Have a
seat.” After explaining how valuable clues can be in understanding
the emotional attachment your customers have to your business,
Lou told BPC members to look forward to his Symposium General
Session presentations where he will identify more clues and rigorous
programs to manage them.
probeauty.org
Marilyn Ihloff discussed how to effectively market an
event using her salon’s event as an example. “It’s been
an evolution,” she said. “For 11 years we’ve done a
little fall collection and runway show.” She explained
the charity event started out small in her salon and grew
until, “This year we raised $53,000 for residents and
had 1,200 people packed into an auditorium. This is so
much better than any advertising or marketing,” she said. “It really
gets the community involved.”
One BPC member jumped in: “We do a lot of work with women with
cancer. We throw a tea party for them. Our staff loves it and it’s all
volunteer...I could take this event and raise it to a higher level like
Marilyn has done.”
If you are interested in putting on an event like Marilyn’s, check out
the “Makeover/Fashion Show” Business Blueprint that Marilyn kindly
provided at probeauty.org/businesstools/businessblueprints.
Visit probeauty.org/bpc/salonseries for a schedule of upcoming Web
Workshops. BPC members, remember to keep an eye out for the Best
Practice Club monthly e-Newsletter for other BPC events.
James Morrison
addresses the BPC.
Marilyn Ihloff and fellow
BPC attendees delve
into best practices.
Lina Heath of Eveline
Charles SalonSpa take
notes during a round table
discussion.
The BPC at PBA Symposium: Consumer Culture
July 18-21, 2009
Mandalay Bay Convention Center | Las Vegas
BPC members will join their best-in-practice peers for
specal interactive round-table discussions during BPC
exclusive Breakout Tracks.
 13

2009

Sprit of Life® Masquerade

Dinner and Gala
City of Hope, an innovative biomedical research, treatment and
educational institution, is dedicated to the prevention and cure of
diabetes, cancer and other life–threatening diseases. Members of
the National Professional Salon Industry come together in an annual
campaign, joining an effort to raise funds for City of Hope. Proceeds
from the campaign support research, treatment and education programs City of Hope
at City of Hope. The theme for this year’s campaign is “Create Beauty. Honors Cheryl
Inspire Hope.” – as chosen by the Spirit of Life® honorees. and Jim Markham

The annual campaign culminates with the presentation of City Cheryl Markham has always
of Hope’s most prestigious honor – the Spirit of Life® Award
recognized the importance of giving back to her community
– to an outstanding industry leader who has made a significant
with true love and dedication. Cheryl was on the Board of IIDA
commitment to helping those in need. Spirit of Life® honorees
are recognized for notable contributions to their community and and an active Interior Designer when she became involved with

their profession. In 2009, City of Hope is presenting Cheryl and
Jim Markham, founders of PureOlogy, with the 2009 Spirit of
Life® Award during a Masquerade Dinner and Gala to be held at
Mandalay Bay Resort and Casino, July 20, 2009.
Orangewood Children Foundation and ChildHelp USA, which
inspired her to explore other philanthropic opportunities. In
2006, while at PureOlogy and with its generous assistance, the
Markhams created two cause marketing programs, the National

PBA is proud to support City of Hope. Every year the association Cosmetology Association (NCA) and the National Ovarian Cancer

holds a reception immediately before the Gala. Join PBA July 20, as Coalition (NOCC). They lost a close friend to ovarian cancer in 1999
it celebrates the 2009 City of Hope honorees. This elegant evening and have since become champions for the cause.
reception will allow industry executives a chance to catch up with old
friends and meet new colleagues. A City of Hope ticket is required
Jim Markham is well recognized for his talents as an innovative
for entrance to the reception.
product developer and for building many successful companies

If you would like to get involved in the annual campaign, purchase
tickets for the event or simply learn more about City of Hope visit
www.cityofhope.org or contact Cynthia Savage at csavage@coh.org
(800.272.2310).
in the professional beauty industry, including his most recent,
PureOlogy, which he founded with Cheryl in 2000. A highly
acclaimed businessman, Jim has received numerous accolades,
including Ernst & Young’s Entrepreneur of the Year. In 2007, he

was the twelfth inductee into the NAHA Hall of Leaders for his
City of Hope Masquerade Dinner and Gala lifelong achievements within the industry. Jim’s background also
Monday, July 20, 2009
includes manufacturing, distributing and, in the 1970s, hairstylist
6:30pm – 9:30pm
to celebrities Paul Newman, Robert Redford, Joanne Woodward

Venue: South Pacific Ballroom and Frank Sinatra. As a stylist he was awarded the Olympic silver
Mandalay Bay Convention Center, Las Vegas medal for the World Hairstyling Championships.
Tickets: Table of 10 $3,000; Individual seat: $300
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probeauty.org