January novaLash newsfLASH

novalashnewsflash January 2011

L etter from S ophy m erSzei Happy New Year NovaLash EVENTS CALENDAR Family! Are you ready for 2011? We are! Lots of new and exciting endeavors are Jan 5-7 right around the corner for Ulta Training NovaLash. We have officially launched the International Jan 10-14 Academy of Eyelash Arts & Bellus Academy Instructor Training Sciences in Houston, TX and are thrilled to have Bellus Jan 11 & 12 Academy as our first school NovaLash Trainers Training enlisted in our program! If you haven’t already heard Jan 17 & 18about this program, we have been working very hard to Utla Trainingincorporate the new NovaLash Eyelash Extension 30-daycurriculum into beauty schools across the nation. We Jan 23have opened the doors to the International Academy of Advanced Training in Las Vegas, NVEyelash Arts & Sciences to provide the best training forour Master Lash Extension Instructors. Education has Jan 30always been a main priority for NovaLash and we are Advanced Training in Houston, TXthrilled with the opportunity to work with some of thebest beauty educators in the nation. If you are inter- March 20ested in learning more about our program please contact Advanced Training in Houston, TXHeather Hughes at Heather@novalash.com.NovaLash continues to increase our staff here at the No- March 27 Advanced Training in Las Vegas, NVvaLash corporate office! We have recently welcomedAlicia Alaniz as our new Master Trainer to train all of ourUlta Lash Artists and our NovaLash Trainers. She has JANUARY SPECIALa business degree from University of Houston and at-tended The Euro Institute of Skin Care in Beaverton, ORwhere she aquired her International Skin Care Certifi-cation in European and Naturopathic Skin Care as wellas her Washington and Texas State Board EstheticianLicense. She has worked with amazing beauty brandsincluding Chanel, Clinique, L’Occitane En Provence andSource Vital. We couldn’t be happier to have her on ourteam and I hope you all have the chance to work withher in the future!I want to thank all of our NovaLash trainers for their Buy 10 or more sheetstremendous support in our efforts to enhance our edu-cational programs. Each one of you positively represents of under-eye stickersNovaLash everyday and we are so grateful! save $2 per sheet Regular price $6 per sheet. Best Lashes, Discount price $4 per sheet. Sophy Merszei Offers only redeemable through phone orders. President of NovaLash, Inc. 866-430-1261

LASH ARTIST OF THE MONTH Kelsey Clay Beauty Heaven O r a n g e C o u n t y, C AKelsey Clay was raised in Or- great stylist and hand selectedange County, California with her to be part of the future3 sisters who eagerly volun- Beauty Heaven salon team sheteered to let Kelsey practice was putting together.her budding hair and makeupskills. At 13, Kelsey realized While at Paul Mitchell, Kelsey andshe was born to be a stylist Ann pursued additional trainingand she began building a cli- in makeup artistry – another pas-entele of neighborhood girls sion they shared - and receivedwho needed to glam up for their certifications in 2006. Theschool formals. pair immediately began lending their services to weddings, photoAfter graduating high school shoots, fashion shows and anyKelsey attended Paul Mitch- other forum that would allowell The School in Costa Mesa them to fine tune their vision andwith Beauty Heaven owner, showcase their work.Ann Merin, who immediatelybonded with Kelsey over their In 2007, Beauty Heaven openedshared love of hair color and and Kelsey Clay instantly becameupdo design. During their training, Ann noticed that one of its most popular stylists and eyelash exten-Kelsey already had the rare combination of artistry sionists. In 2009 she took on the additional role ofand communications skills that would make her a Beauty Director which allowed her to work more closely with Ann on defining and refining the creative vision of Beauty Heaven’s work. Kelsey is certified and/or licensed in several areas of hair and makeup artistry. She received her cosmetology license and makeup certification in 2006. She received her Great Lengths hair extension certification and Novalash Eyelash extension certifications in 2007. Her work as a hair stylist, makeup artist and Novalash eyelash extensionist has been seen in local magazines and on television. She currently co-stars with Beauty Heaven owner, Ann Merin, on their new TLC show, Wedding Day Makeover. Thank you for representing the NovaLash family in such a beautiful way! Congratulations on being our first Lash Artist of the Month in 2011! Ann Merin, owner of Beauty Heaven, and Novalash Loves You Kelsey! Kelsey Clay, NovaLash lash artist

B eauty was always a passion but never a profession for Ann Merin until 2005 when she decided to do the unthinkable – leave behind her Ivy League business school education and a 6 figure consulting ca- reer to become a stylist and makeup artist and open Ann Merin, Owner of her own salon. Beauty Heaven in While training at Paul Mitchell in Orange Couny, Cali- fornia, Ann discovered she had a flair for makeup art- Orange County, CA istry and soon began styling photo shoots, weddings, and fashion shows with fellow Paul Mitchell alumna and future Beauty Heaven Beauty Director, Kelsey Clay. In 2007 Ann opened Beauty Heaven, a high end, full service salon in Orange County, California which is par- ticularly popular with brides who benefit from Ann’s expertise in wedding beauty and airbrush makeup. While running the salon, Ann has continued to work on photo shoots and her work has appeared in magazines such DUB, Fairways and Greens, and Coast. She hasTLC’s Wedding Day Makeover: also appeared as a Beauty Expert on E! and demon-A reality show where owner of Beauty strated her fresh perspective through articles she has written for local magazines and in her blog www.beau-Heaven, Ann Merin, and NovaLash exten- tydaze.com.sionist, Kelsey Clay, along with the rest of She is also working on a book about her life chang-the Beauty Heaven team help brides-to- ing (and often hilarious) experiences in beauty school. Ann has an MBA from Columbia University and is a li-be transform from their everyday looks censed cosmetologist with special certification in Greatto their wedding day fantasies! Lengths hair extensions, updo design, makeup artistry and airbrush makeup.Check out www.tlc.com for local listings!

Are your clients checking in?What is foursquare? Before this application, it was much more difficult to build active brand ambassadors. Now, first time customersFoursquare is a location-based social networking website, can be a brand ambassador before even stepping in thesoftware for mobile devices. Users “check-in” at venues door just by announcing to their social media world thatusing a mobile website, text messaging or a device-specific they are at your business! Comments can be added toapplication. They are then awarded points and sometimes each check-in, so there is room for positive and nega-“badges.” As of December 2010, the company reported tive reviews. As a business owner or venue manager youit had 5 million registered users. can set up your business page so you can respond to the negative reviews (if there ever are any) and just like that,Business use of foursquare? foursquare transforms into a customer service platform. You can now be recognized for your excellent customerFoursquare aims to encourage people to explore their service and appreciation by people who aren’t even cus-neighborhoods and then reward people for doing so. tomers yet.Foursquare combines friend-finder and social city guide A few months ago I checked in to one of my favoriteelements with game mechanics — users earn points, win restaurants in Miami. As soon as I checked in a noticeMayorships and unlock badges for trying new places and saying “Special Nearby” popped up and it said that if Irevisiting old favorites. went to the champagne bar next door and checked-in then I would receive a round of champagne for me andAs a business owner, you can use foursquare to engage my entire party. I would have never stopped by becauseyour increasingly mobile customers with foursquare “Spe- we really didn’t have enough time, but who passes up freecials,” which are discounts and prizes you can offer your champagne? We of course stayed, spent money and areloyal customers when they check in on foursquare at your now returning customers.venue. Don’t forget to show extra love to your venue’sMayor! Additionally, if you offer foursquare Specials to Now how can this help your salon and lash service? Ifyour customers, you will be able to track how your venue it’s not obvious already, you can “claim your venue” onis performing over time thanks to our robust set of venue foursquare, post up photos, info, etc. and set-up a specialanalytics — for free! for anyone who checks-in. You can give a free touch-up for anyone who checks-in 10 times. You can also give aReal Life Scenario complimentary service to whoever claims Mayorship of your location (The Mayor is the customer who has theI use foursquare as a consumer and a venue manager. most check-ins). It’s basically free marketing that reaches,When I check in to local venues including restaurants, in my case, over 3,000 times farther and faster than wordboutiques, bars and salons it posts to all of my friends on of mouth.foursquare (175 total). It is also linked to my facebook so So, what are you waiting for? Go to www.foursquare.the venue posts up on my wall and filters into the news- com to get started! If you already use foursquare pleasefeed where my 2,923 friends are also informed. A tweet let me know how it has helped your business. There areis sent as well informing my 200 followers. With just a even more options to enhance this application by addingcouple clicks on my blackberry I can make well over 3,000 widgets to your site and developing your own badge... butimpressions for one business-- all viral. This doesn’t even that’s for a later day! Hope you all take advantage of thisinclude the comment threads on facebook after I check-in free service!or the retweets on twitter.

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January novaLash newsfLASH

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