NovaLash NewsfLash May Issue

January 2011

lettersophy merszei It’s been one year since we attended a tradeshow in Las Vegas and the girls here at NovaLash are ready to get back! We will be attending the IECSC Annual Conven- tion from June 18-20. While in Vegas, Sophia Navarro will be hosting an advanced training seminar on June 19. These classes book up very quickly so definitely get in touch withHeather Hughes as soon as possible to save your self aspot! We will also be hosting a 2,000 sq. foot NovaLashBeauty Lounge at the The Image Expo in Houston, TX onJuly 10 and 11. We hope you all will join us -- more detailsto come but we can assure you it will be an event you donot want to miss!Okay now for the biggest news of all! For the first timeever NovaLash is naming one talented extensionist theLash Artist of the Year! The First Annual Lash Off Con-test presented by NovaLash begins May 1, 2011! All de-tails can be found in this newsletter and on our website.The winner will receive $10,000 in cash and prizes andfeatured in an advertorial in Beauty LaunchPad Magazineand Modern Salon Magazine! We will also be naming 4category winners including Most Dramatic Look, MostNatural Look, Most Creative/Artistic Look and Fan’sChoice Look. These winners will receive $5,000 in cash& prizes! We felt it was about time that we recognize ourmost talented lash artists for representing our brand sobeautifully!We also have a Learn to Lash Sweepstakes going on rightnow for any of our fans that have not been certified yet!NovaLash is giving one lucky winner free enrollment intoa basic training seminar and a free NovaLash ProfessionalKit so you have everything you need to start up a success-ful lash business! We look forward to our new winningaddition to our family-- so tell all your friends who havebeen longing to be a lashionista!I hope to see all of you either in Vegas or Houston thissummer! These are must-go-to shows! As most of youknow we definitely reward you for coming by to see us!Hint, hint... SPECIALS!!! Best Lashes,

lash artist month of the aimee costales ageless aesthetics peachtree city, ga Aimee was born to be a beauty professional! Her parents owned a beauty salon so she grew up amidst the glamour and style of a southern beauty salon. Hair, makeup, and allthings glamorous... but she finally found a talent in something that would sether apart from every other stylist she had admired and aspired to be like herwhole life: eyelash extensions! She was ready to make her mark in the indus-try as one of the top lash experts in the South.“I am one of the best kept secrets in the South. Most of my clientswill never tell their friends about me! I love that they can get awaywith it, makes my day when my clients realize how beautiful theyare. They feel glamorous... so I won’t spoil their fun!”said Aimee.She works with Dr. Jamie Walraven at Ageless Aesthetics in Peachtree City,where they specialize in feeling and looking good from the inside out. Theydo everything from bio-identical hormones, laser everything from skin re-surfacing to vein removal, pure lipo, synergy, skin care and permanent make-up and of course lash extensions! Aimee specializes in working with difficult,thin lashes and has perfected the technique of applying extensions that looknaturally beautiful.Aimee is very passionate about helping women achieve their beautygoals both safe and naturally. “I have always said that I love to freewomen from the drudgery of make-up and mascara! But I love thatNovaLash requires extensive training before permitting the use ofthe adhesives. I am certified in permanent cosmetics and I wouldreally like to see something like that for this industry,” said Aimee.Aimee was named a Celebrity Choice Lash Artist in February 2011 and par-ticipated in the NovaLash Celebrity Gifting Suite at Super Bowl in Dallas. Shealso has contributed to the NovaLash NewsfLash as the expert in our “AskThe Expert” column. Keep an eye out for this beauty industry maven... welook forward to her continued success!

Lights. Camera. Lashin’ Action!Step-by-Step Guide & Insider Tips from the girls in the original value but for a limited time only the package is available for $225!NovaLash Marketing Department to help you WIN! *Purchase is not required if you already have three different lengths of NovaLash lashes, a NovaLash adhesive and NovaLash under-eye stickers.When we first started to recognize a lash artist of the month in each news-flash we were very pleased in the amount of inquiries we started receiv-ing that pretty much read something like this: “I want to be lash artist of Step 2: Read the official Lash Off Rules & Regulationsthe month!!!!” So we started to brainstorm ideas of how to recognize our Click here to review or visit www.novalash.com/lashoffdedicated lash artists who were contributing to the success of our brand. Step 3: Make a Lash Off ChecklistOur first promotion was for Fashion Week Miami Beach where we spon- For each lash artist your preparation checklist will be different but heresored the Richie Rich Runway Show and included a gift certificate for a are a few important details you will want to remember when preparing tofull-set of lash extensions at 21 of the Top Salons in all of the VIP gift bags. shoot your video:Our next promotion was at the celebrity gifting suites at this year’s Super • Video Camera & a friend/employee to do the recordingBowl in Dallas where we chose our Celebrity Choice Lash Artists to rep- • Model to apply a full-set of lash extensions onresent NovaLash on a similar gift card given to athlete’s wives, celebrities, • Required Products: 3 different lengths of NovaLash lash extensionsmodels and media alike. in either Natural Curl or Curly Curl (or both), one bottle of either Platinum Bond or Sensitive Eyes Adhesive and NovaLash under eye stickers • Write a script that ideally includes some of the following information: -Name, Salon Name, Location -How long you have been doing lash extensions -Why you love NovaLash -Description of steps you are taking before, during and after -Include something special that will set you apart from the other video submissions • Make sure the video is between 3-5 minutes • TIP: We want a lash artist who is dedicated to the NovaLash brand -- so the more NovaLash place- ment in the video the better! Step 4: Submit Your Video before June 30, 2011Photos from Fashion Week Miami and Super Bowl in Dallas. When you are completely finished with your master-It is now time for our third promotion of 2011 and this time we are launch- piece showcasing all of your lashin’ talents and youring a nationwide search for NovaLash’s first ever Lash Artist of the Year! love for NovaLash-- it is time to submit!The winner will receive $10,000 in cash and prizes including products, a Go to facebook.com/NovaLashUS and click on thecustom winner plaque, a full-page advertorial in Beauty LaunchPad and tab below the profile picture that says “Lash Off Contest.”Modern Salon magazine, a top listing on the professional listing page on You will then be prompted to fill out the short registration form and pro-novalash.com and opportunities for media coverage. ceed to Phase 1 where you will upload your video. Once the video loadsWe are also selecting winners in four categories including Most Dramatic you will be prompted to invite up to 40 of your facebook friends to watchLook, Most Natural Look, Most Creative/Artistic Look and Fan’s Choice your video. TIP: This will be important when it comes time for the publicLook. Category winners will receive $5,000 in cash and prizes including to vote from July 1 - July 25!products, a feature in a 1/3 page advertorial in Beauty LaunchPad maga- Step 5: Promote Yourself!zine, and a Lash Off Winner title on the professional listing page on no-valash.com. Tell everyone you know (and even those you don’t know) to vote for your video! The video with the most public votes automatically wins the Fan’sFollow this step-by-step guide to make sure you don’t miss your chance Choice Award. TIP: Although the Panel of Judges selects the other cat-to win! The PR department will also be using these videos when recom- egory, a high vote count will definitely increase your chances of beingmending salons for media and celebrities to visit and will use these for noticed! Public voting begins July 1, so be sure to revisit your entry toonline promotions and more. choose from some options to help you promote your video on Facebook.Step 1: Call NovaLash to order your Lash Off Contest Package Best of luck to everyone who participates in our First Annual Lash Off The Lash Off Package includes the products required for the contest for Contest! Put your best lashes forward -- this is your chance to be nation-a discounted price. You will receive 3 pots of lashes (must be 3 different ally recognized as the NovaLash Lash Artist of the Year!lengths) in either Curly Curl or Natural Curl, one bottle of Platinum Bond -Ali Moonor Sensitive Eyes Adhesive, and one sheet of under eye stickers. A $300

Advanced Training Seminar Sophia Navarro byBecome a NovaLash Advanced Certified Lash Stylist with instruction from world-renowned lash guru, Sophia Navarro. Learn the ad-vanced techniques to speed up your application time, apply bottom and candied lashes and learn marketing strategies to enhance yourlash business. All advanced trained artists are placed at the top of their state on the NovaLash Professional Listing Page for maximumexposure to potential clients.course includes• Apply bottom lash extensions and candied lashes• Find out the secrets behind thicker application techniques• Learn some tricks to decrease application time• Practice special quick-dry adhesive techniques• Master the advanced techniques for removing extensions• Discuss marketing solutions to maximize reach & retain clientsdetails• WHO: Only NovaLash Certified Lash Artists• WHAT: Advanced Training Certification Course with Sophia Navarro• WheN: June 19, 2011• WHERE: Las Vegas, NV• WHY: To continue lash education and enhance application technique to stay ahead of competition by offering the best lash applications with the most up to date techniques• HOW: Contact Heather Hughes at heather@novalash.commeet sophia navarroSophia Navarro has been a NovaLash extensionist since 2005 and is NovaLash’s international advancedtrainer. Sophia is one of the nation’s leading top lash artists and is a true innovator. She has created herown technique for proper lash extensions which is used in NovaLash basic and advanced training courses.She has also created many products for NovaLash including the glamorous Candied Lashes, the quick-dry system Air Nova, and the award-winning LashLiner. With a waiting list over two months long, Sophiahas become a lash extension superstar and has clients flying to Texas from LA, NYC and Miami. Sophiais among the most trusted extensionists as she will always deliver a flawless lash look with safety beingher number one concern. She has been featured in top beauty and lifestyle publications including OK!Weekly, Lucky and Beauty LaunchPad.

s winkworthyThank you so much to all of our lashin’ tweeps who follow @NovaLash!Whether you love your extensions or love applying them - let us and the rest of the twitter worldknow it and you maybe featured on this page next month! Here are a few of our favorite tweets wehave been tagged in recently! Tweet On Beauties! thelashionista Alicia Hunter Officially "The Lashionista" by law as of yesterday! Go Me! Now back to @NovaLash n clients! PinkDymunz Tamara Mott I have become part of the @novalash family! http://yfrog.com/h0wb5mnj BocaSkinBar Martha Licari I made it! I am now @NovaLash certified. So proud to be a part of such a great team! CrystalHarris Crystal Harris @StudioLash thank you for my amazing lashes! Now I dont need strip lashes or mascara!!! Yayy Caitlin_OConnor Caitlin OConnor Im in love with my @Novalash extensions! #shoutout @ Studiolash http://twitpic.com/4d6jw4 Angela__Marie_ Angela Lots of @NovaLash eyelash extension clients today! Love it!!!!!!!!!!! :) StudioLash Danielle Asher My BIGGEST Lash dream coming true!!! @NovaLash @alunalove http://plixi.com/p/97458119

AS SEEN INESTHETICS Growth Spurt l Lash services are gaining momentum as a way to boost business By Marlene Rego ash extensions are quickly eclipsing other services If applied by a skilled lash extensionist, half of the on salon menus. They’re one of the simplest extensions will remain after a month. Customers then return ways to grow your business and add profit to your for a touch-up which involves reapplying any individual lashes bottom line. that may have fallen off during the growth cycle. Extensions According to Nielsen data, the sale of false lashes grew by won’t ruin existing lashes, and mascara can be applied but 6.2 per cent last year to almost US$44 million, making it one isn’t necessary. of the hottest beauty categories. Merszei recommends lashes at a length of no more Lash-only salons have been popping up across the country than eight millimetres for realistic but thick, healthy looking in recent years and easily withstood shaky economic times. lashes. It usually takes two hours to apply extensions using With three locations in the Vancouver area, Noir Lash an adhesive and tweezers to separate each lash. NovaLash is Lounge’s business is booming. The only service on the available in 50 countries, making it one of the biggest global menu is lash extensions and it offers more than 100 distributors of lash extensions. different varieties. Since the company’s inception in 2008, The company offers training around the world, and starter it has serviced well beyond 10,000 clients despite a strict kits include extensions, tools and educational DVDs to help no-advertising policy. President and founder Joyce Poon says you introduce lashes to your clients. Merszei stresses this word of mouth and well-trained technicians (160 practical by saying, “Even the best products in the wrong hands don’t hours of training are required) have carried the business. function well. For 2011, NovaLash has created a beauty ” Adding lash services to your salon is one of the most curriculum that schools can adopt to teach students this high- cost effective ways to make a pretty penny. “The return on demand service. investment is exponential because all you’re dealing with is American International Industries is another leader in a few drops of glue and a handful of tiny, synthetic eyelash the lash business and its line of Ardell lashes are popular fibres, says Sophy Merszei, CEO of NovaLash, which ” for their range of made-to-fit eye shapes, including small, specializes in lash extensions. NovaLash extensions cost large, deepset, almond and round. In October, the company about US$2 to US$4 for a full set, and with women paying introduced Lashtique Lash Conditioner, which is used to PHOTO COURTESY OF NOVALASH upward of US$250 for this service, the opportunity for profit promote the appearance of fuller lashes by preventing is very real. breakage with peptide technology and essential proteins. In Houston, Merszei is co-owner of a lash bar with 5,000 The market has been flooded with similar lash growth clients. She adds that it’s not just “ladies who lunch” who are serums like over-the-counter RapidLash and prescription-only opting for false lashes, but many of her clients are working- Latisse. The lust for longer lashes is very real. To cash in onArdell Lashtique class women who don’t want to fuss with curlers and this trend, there’s never been a better time to attract yourLash Conditioner mascara every morning. guests to this service. S80 s a l o n > march 11 salon52.ca

NovaLash NewsfLash May Issue

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