With his unique brand of positive, disciplined glam, …...them all and it’s evident in the...

With his unique brand of positive, disciplined glam, Martin Parsons has staked his claim as the industry’s most notable updo master.

by Jackie Summers

Take a quick scan of any photo snapped of upstyle master Martin Parsons during a stage performance, and one thing becomes quickly evident. There’s Martin in his signature, elegant black tie. There’s his model in one of Martin’s trademark, glittery gowns. Now look closely. You’ll discover that whether the shot was snapped during an intimate class or a massive show; in St. Louis or in Garden Grove, California; last week or in 1991, Martin’s model, no matter who she is, is laughing.

Think about it. How often do you see a hair model—as she’s being stuck with hairpins, asphyxiated with hairspray, seared with thermal tools and braised under hot stage lights—having a good time? Smiling. Giggling. That’s the thing about Martin. Whether you’re his model, a member of his audience, a student in his class, or even viewing one of his DVDs, you can pretty much count on having fun.

But don’t let Martin’s jokes, pin-tossing and theatrical brow mopping fool you. He’s entertaining, sure, but behind the jocularity is a man who is very, very serious about teaching. He will strive to amuse, but he is also going to make absolutely sure that you leave his class knowing more than you did when you started. If not, he believes, he hasn’t done his job.

That combination of humor, serious hard work and unadulterated glamour sum up the essence of Martin Parsons. This tall, dapper, Canadian-born pro pioneered long hairdressing education and has dominated the category for nearly 30 years. Thousands of hairstylists worldwide who successfully service special occasion clients have Parsons to thank for their techniques and business acumen.

“You Will Be A Focused, Disciplined Professional.”Like many who achieve success in the beauty profession, the seeds were sown early on for Martin. Growing up in Canada’s Ontario province, he dreamed only of doing hair. When he was 13, his hairstylist aunt took him to a hair show in Detroit. He remembers several things about that trip. The creativity, he says, was wild. The hairdressers he saw were, in his words, “majestic.” He explains, “They presented themselves in such a fantastic way—hair done beautifully,

dressed in suits and heels. It opened my eyes to glamour.” And Martin noted something else at that Detroit event. “The hairdressers onstage weren’t up there talking about how good they were,” he recounts. “They were hairdressers helping other hairdressers.”

That experience sealed it for Martin. He returned home and announced to his parents that he wanted to quit school and become a hairdresser. “At first they had to adjust,” he laughs. “Then my mum said, ‘If this is what you’re going to do, you’ll be a focused, disciplined professional. The creativity is up to you but I’ll help you with the discipline.’”Her strategy was to give Martin money to go to the movies. “Then when I got home,” he says, “she would make me do her hair like the hair of the actresses in the film. If it was a Lana Turner movie, I did her hair like Lana Turner. She made me do it every day whether I felt like it or not.”

“I Always Dress Up And Do My Best.”Once he entered the profession, he quickly gravitated toward teaching. His first job was as an assistant at Bruno’s Academy in the U.S. “It was one of the best schools in the country at the time,” he says. At the youthful age of 20, his bosses put him on the road and every weekend, he packed his bags to do a show. He loved being onstage and his bosses were impressed. But they issued a stern warning.“We’ll put you in shows,” they told him, “but don’t forget that you’re there to teach what you know, not to show off.” One day, on a stage in New York, Martin remembers getting carried away. “I started showing off,” he recalls, “and sure enough, they pulled me right off the stage. I never did it again. To this day, I focus on my message and keep in mind how honored I am to be able to work for my audience. That’s why I always dress up and do my best.”

Martin is inextricably connected with long hairdressing education—his

Her strategy was to give Martin money to go to the movies. “Then when I got

home,” he says, “she would make me do her hair like the hair of the actresses

in the film.

feature | the upside

programs are taught in schools and salons worldwide and his DVDs on the subject are perennial best-sellers. He actually got his start as a cutter. He taught haircutting and developed a popular cutting system called Martin Parsons Design Technique for Cutting and Finishing and Long Hair. But early on, he recognized that it was when he was teaching upstyling techniques that he attracted larger and larger audiences. That quickly became his focus.

For 22 years, he ran the Martin Parsons salon in Yorkville, a “foo-foo, poo-poo” area outside of Toronto, and traveled on weekends. For a long time, the salon funded the education business. Eight years ago, he sold the salon. Now he teaches full time, and hasn’t slowed down a bit—he’s on the road most of every month.

A Recent “Week-In-The-Life” Of Martin Included: • One day in Southern California to train

the teachers at a cosmetology school that uses his instructional program

• One day in Los Angeles for an in-salon seminar.

• One day in Beverly Hills to shop for show wardrobe and beads—he personally embellishes all of his models’ gowns

• One day in Dallas for a multi-salon training seminar

• Home to Toronto for two days

• Off to a three-day hair show in Chicago

“I Am An Inspired Person.”It takes a lot of physical stamina to keep up with such a demanding schedule, and it also requires deep wells of creative energy. Martin meets those demands with his ability to combine discipline with creativity. “I still practice all the time,” he reveals. “I’ll do a hairstyle, take notes as I put it up and take it down, and keep re-doing it until I get it right. I repeat looks at shows if they’re favorites, but they’re always a little different. I explain how each look evolves—maybe it’s a bit fuller for example. But the looks I teach are always commercial—I want to share work that you can make money from in the salon.”

And when it comes to creative recharging, many would be surprised to learn that the flamboyant showman seeks solitude and introspection. He’s close to family—particularly his brother and business partner Kent. “I write the material and do the creative stuff,” Martin explains. “He schedules me and the team, handles the sales of our books and DVDs—he’s the business side. He’s a straight shooter and a good, tough leader. What he says, goes.”

As far as his personal inspiration, “I am an inspired person,” Martin says simply. He’s a voracious reader—consuming 20-30 books a year. He’s also a serious student of architecture. “My work is all about lines and angles,” he reveals. “Everything I do falls within those parameters, which enable me to create a beautiful form. So I love to get

on a tour bus in a city like New York when I have the time and take photographs of buildings. I have thousands.”

Martin’s ultimate getaway, however, is his country home, situated north of Toronto on a beautiful lake. “It’s gorgeous, it’s remote, it’s heaven,” he says. The modern structure was designed with the help of an architect and an artist. “There are hiking trails and a studio where I work on dresses and mannequins and programs,” Martin says. “It’s a big, interesting place. I’ve never been a ‘rowdy-loud-y’ party boy—I love spending time alone; I love my anonymity when I’m not working.”

But ultimately, work is the thing for Martin, and he says he has no interest in slowing down. “Canadians work!” he exclaims. “I’ve worked hard, but I’m so lucky. I’m working on new books and new DVDs on how to dress hair to make it modern, soft and special. Shapes change, textures change.My job is to help stylists stay current. I’m always trying to improve. I give everything I have to the work. I’m here…and I feel as if this is just the beginning!”

“I still practice all the time. I’ll do a hairstyle, take notes

as I put it up and take it down, and keep redoing it

until I get it right.”

business“Blow outs and natural hair will never go away, but more and more people are realizing that a beautiful salon style will get them through the weekend. That’s a good reason for stylists to take an interest in updos, styling and special occasion work.”

“To build any kind of business, a stylist must develop their communication skills. Visit happynews.com for upbeat, positive conversation starters. There’s news on a wide variety of subjects, but it’s news with hope. Stylists must realize that at work, their job is to encourage and settle others and this is a great place to begin.”

“I’m a big believer in collections for bridal parties. For example, maybe a knot theme or a crimping theme. You would place a few knots or crimps in the bride’s hair, and a variation in the bridesmaids’ hair. They don’t all have the same hairstyle, but a theme runs through them all and it’s evident in the photographs. That way, even if the bridesmaids hate their dresses, they’ll love their hair! It’s great for your bridal business when you say, ‘Let me design a hair collection for your wedding.’”

“If you’re ever in a creative slump, pull out 10 magazines (I do this every month with bridal magazines) and tear out everything that catches your eye. Look at the hair, and also furniture, architecture, dinnerware, veils, poses—everything that you like. You’ll see themes emerge that will define your style. Put the photos in a book and when you need energizing, pull them out. It will remind you of what you like and re-motivate you.”

“Regardless of which area you choose to pursue, in order to be successful, you must commit yourself to the beauty industry. Don’t think, ‘In a few years, I’ll probably move on.’ Accept that this is your career. Then it’s easier to learn and grow. And once you’ve made the commitment, be proud to be a hairdresser! Celebrities, the internet, magazines, television have all taught the world that it’s a talent and something to be proud of. Share your pride with your family and your children. At the end of the day tell them, ‘I was able to achieve something today that made my client feel good about herself. I really helped her.’ Explain to your kids that you work in beauty and influence the style and fashion of your community so that they will be proud when they talk to the other kids at school. This helps build their self-esteem, as well as yours.”

skills and tips“I know a salon in Las Vegas that does 100 brides a week and their updo skills are amazing. But if you don’t have that kind of clientele, it’s easy to get really anxious when you’re booked to do this type of hairstyle. The best way to calm your nerves is with a very organized approach. I always divide the hair in vertical panels. Three panels in back, three on each side. Then put the hair up panel by panel in a very methodical fashion. The smaller the panel, the more detail you get, so create more panels around the face. I see many hairdressers create more panels in back and fewer around the face. That can make a style very plain.”

“When dressing hair, make sure every section you pick up is teased with 12 strokes at the base. You’ll get uniform lift. Uniform teasing creates a uniform shape.”

“Hold sections vertically as opposed to horizontally. This way, the hair follows the contour of the head and you won’t get a ‘bump.’”

“Smooth hair with the side of the comb, not the teeth. Work beginning to end with long strokes. When it looks great to you, give it five more strokes and it’s magic.”

“When you spray, spray the hair in the direction that it’s being combed. If you spray in the opposite direction, it creates burrs. When you test a spray, spray it in the air. If it falls down, it’s not good. You want a dry, soft spray that lingers in the hair for dresswork. Choose your spray based on what it does, not by the brand.”

“When it comes to ornaments, this is the rule: the bigger the hair, the smaller the ornament. The smaller the hair, the larger the ornament.”

take martin’s advice

It starts with the dress, of course, but the wedding hairstyle is near the top of the list when it comes to a perfect day. It must be flattering, appropriate, modern, durable and most of all, it has to make your client feel more beautiful than she has ever felt before. Just in time for the wedding season kick-off (intensified no doubt by the royal nuptials in England)—here’s an infusion of bridal inspiration. It starts with tips, trends and how-tos from three top stylists who specialize in “altar-ed states.” Then, if you’ve ever wondered how to grab a larger slice of the wedding business cake, learn how the Charles Penzone Salon group in Columbus, Ohio has become the area’s most indispensible bridal beauty resource.

To Giovanni Giuntoli, spring is… romantic updos with flirty finishesRedken Session Stylist Giovanni Giuntoli is a fixture at bridal fashion week, and this season he worked backstage at Christos, Kenneth Poole and Amsale. Staying true to each designer’s vision, Giovanni focused on creating timeless, romantic updos updated with flirty finishes.

“At Christos, I created a look for a woman who’s classy but has a flirty, playful side,” Giovanni reveals. “It’s a classic shape, but with a luxurious feel.” To achieve the look, Giovanni blow-dried the hair with Redken aerate 08 bodifying cream-mousse to add volume, then misted with spray starch 15 versatile ironing spray and flat ironed the ends. “It’s more about achieving bend in the hair than curl,” he explains. Depending on your client’s hair type, mist the crown with a texturizing spray like wool shake 08 gel-slush texturizer, then gather the hair and twist it into a knot. Finish with a working hairspray for hold. “To create this laid-back look, it’s important to gather the hair into the shape loosely,” Giovanni advises. “Don’t pull it tight to the head.”

If your bride is wearing a big gown, it’s important to create a look that balances the dress, Giovanni believes. “The style I created at Kenneth Poole has a structure that’s been seen in the past, but with more height and drama. It elongates the neck, adds instant sophistication, and empowers the female form.” Consider this style for brides who want to look sophisticated, modern and unique on their big day. Start by finger blow-drying the hair with Redken velvet gelatine 06 cushioning blow-dry gel. Next, backcomb the hair at the scalp before twisting it up and under into a French twist and securing with pins. Finish with forceful 23 super strength finishing spray to ensure the look will stay in place until the last dance.

Lots of brides want a classic look, but they don’t want their hair to appear boring or outdated. “The look I created at Amsale was a fresh approach to a classic style,” says Giovanni. “It’s great for brides who want to look modern but not too trendy.” Giovanni took the basic structure of a sleek chignon and formed it into a croissant shape higher on the head. Start with a directional blow-dry towards the high crown area, and then pull the hair into a ponytail at the crown. Next, spray the ponytail with Redken pure force 16 non-aerosol fixing spray and pin it up and around itself to create the croissant shape. Secure, then finish with Redken glass 01 smoothing serum.

A croissant-inspired shape at Amsale.

Aisle Style Updates Plus a Genius Plan for Boosting Your Bridal Business

Romance is in The haiR

GeT Readycause here they come

A classic, low chignon,

like this one at Christos,

always looks classy.

Attention-getting hair at Kenneth Poole

To amoy Pitters, spring is… special finishing touchesAmoy Pitters of the Amoy Couture Hair Salon in New York City believes spring brides will love adding fun elements to their wedding hairstyles for a personal touch.

“One of the most popular looks for the season is to incorporate unique flower placement into the style,” she says. “Placing a full calla lily or daisy in the hair adds color and fun.” Beautiful, flowery ‘dos could be spotted all over the place at spring bridal fashion week. There, Carolina Herrera took a bold approach to fresh flowers—her gorgeous gowns were topped with chignons featuring crisp white flora that added a natural yet sculptural quality and a bit of Billie Holiday-style glamour.

“Loose, beachy updos will also be very popular this season,” Amoy adds. “The look is playful and while it seems simple, there is definitely a luxurious feel to it.” To create the style, blow-dry hair with a light volumizing mousse like René Furterer Volumea Volumizing Foam. When hair is dry, spray on a heat protectant such as Shu Uemura IronDesign and flat iron the tips. Gather the hair at the top and twist it into a knot. “Remember, you are looking for imperfection,” Amoy says, “so don’t use a brush or pull the hair too tight.” Finish with a glossing spray. “If you want to add flower accessories, keep the style very simple. I like using calla lilies on clients with short hair.”

Another big trend is to incorporate a braid into your bridal updo, Amoy notes. She loves a braided ballerina-inspired ‘do that offers the perfect balance between modern and classic. To create the look, start by creating 2-inch sections of hair on each side of the head. Pull the remaining hair into a high ponytail and secure. Next, divide the ponytail into top and bottom sections—two-thirds of the ponytail for the top section and one-third for the bottom section. Starting with the top section, braid each section of the ponytail. Make the bottom braid smaller than the top braid. Wrap each braid separately around the base of the ponytail and fasten securely. Bring the side sections toward the back and braid each one loosely. For a lightly textured look, lightly tease the side braids with a brush. Finally, wrap the side braids around the top bun and secure. For more drama, wrap a braided extension around the bun and secure tightly. Provide hold with René Furterer Vegetal Finishing Spray.

At the Carolina Herrera show, flowers were bold and beautiful.

The braid updates this classic style.

Put a Ring on itThere are so many great nail color options these days, so maybe it’s time to venture beyond the pale for some of your bridal manicures. consider offering a fun, flirty shade of blue, purple or fuchsia instead of light pink or traditional French manicures. a few nail colors to consider: essie’s Borrowed & Blue, a lovely Tiffany box hue, is a subtle choice for a spring bride. essie’s First dance, a showy reddish-orange hue, is perfect for mid-summer or fall weddings.

To creighton Bowman, spring is… classic and timeless styleCelebrity stylist Creighton Bowman of Exclusive Artists Management doesn’t believe in wedding hair trends. “I always encourage brides to have soft, beautiful hairstyles with lots of shine,” he says. “Stay away from overdone, structured, trendy styles. You can never go wrong with classic and timeless.”

A loosely gathered chignon—something that resembles Carolyn Bessette Kennedy’s signature style—is always a great choice says Creighton. “You can take the style down after the ceremony to create a second, sexy, wavy look for rest of the reception,” he points out. To create this classic nuptial style, it’s important to prep with a great thickening shampoo and conditioner, like René Furterer Volumea Volumizing Shampoo and Volumizing Conditioning Spray. Apply a mousse from roots to ends on towel dried hair and do a round brush blow-out with a medium brush for lots of body. Next, create soft waves with a large curling iron. “This helps support the chignon and sets the waves for the second look,” Creighton explains. Create a deep side part then pull the hair back and down to the nape and secure with pins. “After the ceremony, just take out the chignon, shake out the hair and the bride is ready for her reception!”

“A beachy chignon is another great, classic wedding look for spring,” Creighton says. To create this Grace Kelly-inspired version, create three sections. Lift and pin the top two sections of hair at the top of the head and pull the lower section back into a ponytail. Next, secure the ponytail above the nape of the neck with an elastic band. Unpin the top sections and lightly backcomb, one section at a time, starting with the section at the back of the head. Wrap the ends of the back section around the ponytail, and mist with a finishing spray like René Furterer Vegetal Finishing Spray. Continue winding the ends of the back section around the ponytail, blending the two to create a full chignon. Finally, unpin the front section and lightly backcomb. then brush lightly, working the ends into the chignon and pinning securely. To finish, apply René Furterer Modeling Paste to the palms of your hands and run them lightly over the hair to smooth flyaways. Mist with a finishing spray to ensure the style will stay in place throughout a night of revelry.

Oscar de la Renta complemented this modern gown with a timeless chignon.

Carolyn Bessette Kennedy was the epitome of classic glamour—the perfect inspiration for a wedding day ‘do.

This Grace Kelly inspired ‘do is perfect for the beach— or the ballroom. A Special Token

F ROM

Eris dolent, eum rate vellab ilibusae vollam quiandip-

sunt facerch itatem cullaborum re non nia ne ven.

Andis se dipsunt. Loritis porae et fuga. Estiatibusam

volore pemquat emporem debit dolum vel inihil inum

acerehe ndelendelis ipsapererio blaute conecea tectur,

quatiam, inciducimus verfero reheniet eicias volupie

~ Debra Penzone

"Something Old,

Something New,

Something Borrowed, Something Blue,

...and a Sixpence for Her Shoe."

A Special TokenF ROM

Eris dolent, eum rate vellab ilibusae vollam quiandip-

sunt facerch itatem cullaborum re non nia ne ven.

Andis se dipsunt. Loritis porae et fuga. Estiatibusam

volore pemquat emporem debit dolum vel inihil inum

acerehe ndelendelis ipsapererio blaute conecea tectur,

quatiam, inciducimus verfero reheniet eicias volupie

~ Debra Penzone

"Something Old,

Something New,

Something Borrowed, Something Blue,

...and a Sixpence for Her Shoe." • Don’t let the bride forget about touch-ups!

Give the maid of honor a mini-size hairspray to have on hand for touch-ups throughout the night.

• Do use bobby pins—not fringe pins—for a stronger hold.

• Don’t over-do the hairspray! The hair will end up looking plastic and unnatural.

• Don’t prepare the hair with a flat iron. It will become too soft and silky, making it hard to style and hold in place.

• Don’t forget to think about how the style will look in photos. View it from all directions to ensure it looks great from every angle.

Wedding day dos & don’ts!

It was only the first of February, but already, every single available appointment on the morning of July 9 at the Charles Penzone Grand Salon in Dublin had been taken…by brides. Confirms Charles Penzone President Debra Penzone, “We can’t squeeze in one more wedding party on that day. We’re fully booked.”

Looking ahead to that busy Saturday in July is particularly gratifying for Debra, because it’s an exciting preview of what’s to come for the six salons in the Charles Penzone Salon Group in Columbus, OH. The Penzone team has been putting a strong focus on its bridal business for about a year, and already they’re seeing astonishing growth. “In 2010,” says Debra, we serviced 430 brides and another 2,264 bridal party members.” So far, in 2011, the bridal business continues to build.

This focus on brides is part of a broader strategy according to Penzone Salon Marketing Coordinator Jena Skowronski. “We made a conscious decision to begin targeting a younger demographic,” she explains, “and when you’re looking at clients who are 25-34, they’re getting engaged and getting married.” By attracting and delighting all of these brides and their bridal parties, Penzone Salons are capturing a vast number of new clients…and once they do, they have every intention of keeping them for life.

make The commiTmenTOnce the decision was made to pursue the ladies in white, Penzone embraced bridal services full-stop, engaging staff, clients and the community. From its website to its in-salon promotions to its marketing and advertising, there’s no doubt that this salon group is in the business of making brides look and feel

beautiful.

how can we make it a day to remember?There are two initial touchpoints for prospective Penzone bridal clients—the website and the call center. The dedicated Bridal Brilliance microsite at www.charlespenzone.com offers a complete overview of everything a bride will need when putting together her wedding day beauty plan. Here she can find a year-long planning checklist; hair, make-up, nail, skincare and massage service menus and an invitation to phone the dedicated Penzone Bridal Coordinators.

Once a bride makes the call, the Penzone call center puts her in touch with her own Bridal Coordinator. This expert will help the bride customize her plan and her services and can set up appointments up to a year in advance. She’ll also coordinate the bookings for the day of the wedding and organize custom salon events like pampering bridal showers and bachelorette parties. “The Bridal Coordinators know how to speak to brides and know the best service providers to take care of a bride’s needs,” says Jena. She can explain all of the services that will be of interest to a bride-to-be—including the signature Grand French manicure, eyelash extensions, airbrush make-up, upstyles, etc. And for clients of the three Penzone Grand Salons in the group, she can offer a leisurely experience that might include decompression time in one of the luxurious salon Relaxation Rooms and even refreshments.

The newest initiative in the Penzone bridal plan is the Practice Day. “We realized that so many brides pre-planned their color appointments, etc., but they didn’t come in for a practice session,” explains Debra. “So now we’re really encouraging them to make that part of their checklist—to come in with their veil and take the full 45 minutes to do the style start to finish. It helps the client and the stylist feel so much more confident.” To promote this strategy, Penzone is enlisting the grooms. So now, when a bride books a practice day, Penzone gifts the groom with a free haircut before the wedding. The wives-to-be are thrilled that their guys are getting a great cut, and very often, the grooms join the salon roster of regular clients.

jumP onBoaRd The BRidal TRain!

Find us on Facebook. Follow us on Twitter.

ON YOURBIG DAY

LOVE HOWYOU FEEL

Bridal Upstyle

Bridal Airbrush Makeup

Eyelash Extensions by Xtreme Lashes®

Axxium Semi Permanent Polish

Hair Extensions by Hairdreams®

On-sitebridal services

LIKE WHATYOU SEE

VISIT A

CHARLES PENZONE SALON

for your practice and

wedding day hair and make-up

and receive a complimentary

haircut for your groom.

6 1 4 . 4 1 8 . 5 3 5 0charlespenzone.com/bridal

Charles Penzone Salons surprise their brides with a sixpence coin in a beautiful satin pouch.

Bridal outreachSignage and brochures in the salons do a great job of promoting the Penzone bridal services, but that’s just the beginning of the marketing strategy. Penzone teams often participate in local bridal shows, where they amplify their effectiveness by demonstrating upstyles and make-up for brides-to-be in attendance. According to Jena, it’s so much more effective when a prospective client can actually see a sample of the salon’s work and experience a demonstration. That’s also why the salons are equipped with digital cameras—and if clients sign a release, their wedding ‘dos are snapped and uploaded to the salons’ Facebook page and to a photo album on Flickr. Models’ images from shows and other demos are also displayed.

The salons also partner with local bridal boutiques and participate with them in bridal fashion shows, supplying the hair and make-up for the models.

These days, one of a bride’s first destinations after receiving her ring is The Knot. The online wedding guide offers guidance and resources for everything from dresses to cocktail napkins, and offers local sites for a number of cities. Penzone salons invested in premium web banners on the Columbus Knot and after just one week, the Bridal Consultants were fielding dozens of inquiries.

it’s all about loveAt the end of the day, however, even though brides are big business for sure, the Penzone team is truly in it, well, for love. Training is offered on an ongoing basis from the day a stylist starts with the company, and most staffers are eager to take advantage of classes from the likes of top special occasion pros like Martin Parsons and Michael Shaun Corby. Senior team members with a talent for styling eagerly provide classes for other members of the staff. “We encourage everyone who has the passion to bring in their models and practice, practice, practice,” says Debra. “And on the day of a wedding it’s our goal to make sure everyone feels comfortable and relaxed, never rushed or stressed.”

And beginning in March, brides will receive a very affectionate gift. Most people don’t realize that the saying, “Something old, something new, something borrowed, something blue,” ends “and a sixpence for your shoe.” When Debra married company founder Chuck Penzone in the beautiful city of Rome, Italy, she tucked a sixpence, given to her by a client for luck, in her shoe. Now, bridal clients are presented with a sixpence coin in a beautiful, drawstring pouch, along with a personal note from Debra, explaining that this coin brought her luck when she got married. (The note also invites the bride to share her experience by uploading her photos.) “This is one of the most important days of a young woman’s life,” comments Debra. “If you can get her to trust you and make her feel beautiful, it’s a day and an experience that she will never forget.”

Congratulations on your upcoming Wedding!The Charles Penzone Salons invites you and your Wedding Party to experience pure rejuvenation while preparing for your upcoming

wedding. The Charles Penzone Salons guarantees personalized Bridal and Wedding Party attention and care to help you

feel as good as you look on your Wedding Day! To begin planning for your wedding, contact our Bridal Coordinators today!

A Bride's Check List9-12 months before your wedding

It's never too early to contact a Bridal

Coordinator to schedule your Bridal services.

Encourage your Wedding Party to schedule

their appointments too!

6-9 months before your wedding

Begin a skincare treatment and hair removal

program with your Esthetician.

Discuss your hair style, color, and length goals

with your Hair Professional for your big day.

Begin a manicure nail treatment regimen to

ensure the strength of your natural nails.

.

.

.

.

Airbrush MakeupAirbrush makeup provides a natural-looking

flawless finish that lasts through the ceremony,

pictures, dinner and dancing.*

Esthetician $75 | Master $82 | Senior $88


Xtreme Lashes® are applied one at a time to your

lashes for a natural look and feel with added

length, volume and curl. Xtreme Lashes® are

resistent to water and will last indefinitely with

touch ups every 2-4 weeks.

Price determined after consultation ($50).

Bridal UpstyleCharles Penzone Professionals will work

with you to determine a custom Design

to achieve the perfect look for your

day to remember.*

Stylist $52 | Designer $57 | Director $63

Senior Director $68

Bridal Makeup ApplicationFor your big day, our Skin Care Professionals

will ensure your makeup and/or

your Bridal Party's makeup is perfect.*


All OverHighlightsHighlights add texture and shine to the hair.

Color is customized to compliment your facial features,

skintone and add to your Wedding Day radiance.


Senior Director $104

All Over ColorA semi-permanent coloring. Enhances natural

color and adds body.


Senior Director $68

Haircut & DesignThe perfect Haircut and Design will help

you prepare for your Wedding Day look.


Senior Director $55-$100

Body Polish MassageA gentle exfoliating lotion is applied to

resurface the skin. After a refreshing shower,

a soothing massage is performed to hydrate

and restore the luster of your skin.

1 1/2 hrs $88 | Master $96

Grand MassageThe ultimate treat... your massage therapist

will massage you from head to toe. This

calming massage is a grand way to unwind

and get away from it all.

1 1/2 hrs $110 | Master $120

Grand PedicureOur signature pedicure includes exfoliation,

invigorating massage and your choice of a

warm paraffin masque or cooling marine

masque. The polish of your choice completes

this grand treat.

55 min $60 | Master $65 | Senior $69

Grand French ManicureYour hands are exfoliated, massaged with a

hydrating lotion, dipped in paraffin and then placed

in heated gloves. Your nails and cuticles are then

manicured, followed by a French polish application.


Axxium Semi-Permanent Polish by OPIYour nails are shaped and cuticles are groomed.

Axxium Semi Permanent Polish is applied to the

natural nail for long wearing, flawless color.

Now available in French polish.


Acrylic NailsAcrylic nails are designed to lengthen and increase

the strength of your natural nails.

Full set $75 | Master $82 | Senior $87

Balance $40 | Master $45 | Senior $47

Recommended Hair and Makeup Services

On Your Wedding Day! To achieve the bridal look you’ve always dreamed of, your Bridal Design can take more than an hour depending on length of hair and complexity

of style. Your Makeup Application should be scheduled after your hair is complete and may take up to an hour. To relax and fully enjoy your day, please plan accordingly.

.* Practice bridal design and makeup application are strongly recommended

before your Wedding Day to assist with booking services for your special day.

Please see listed services above for pricing.

1 Week before your wedding

Receive a Deluxe Papaya Facial, Color

retouch and/or Highlights.

Receive Xtreme Lashes® touch up.

1-2 Days before your wedding

Relax with a soothing Grand Massage.

Receive Axxium Semi-Permanent Polish,

Acrylic Balance or Manicure and Pedicure.

On your Wedding Day

Unwind with your Wedding Party and prepare

for your big day with a Bridal Design, Bridal

Airbrush Makeup Application and polish

touch-up.

Remember to wear a button-down shirt to

preserve your finished look.

.

.

.

.

.

.

Penzone Custom FacialThis deeply relaxing facial includes a

skin consultation followed by a customized

skin cleanse, steam, gentle exfoliation, relaxing

face, neck and shoulder massage. A soothing

facial masque leaves your skin looking flawless.

1 hr $81 | Master $87 | Senior $98

Deluxe Papaya Facial This gentle resurfacing facial consists of

a deep papaya cleansing that penetrates

the skin to remove impurities. An exfoliating

papaya masque is applied to eliminate

dead skin cells. After a relaxing neck,

shoulder and face massage, a cooling

geloide masque completes the experience.

1 hr $86 | Master $94 | Senior $106

Hair RemovalEyebrows $18-$20 | Upper Lip $16-$18

Full Face $63-$76 | Arms $43-$53

Bikini $33-$40

3-6 months before your wedding

Begin Conditioning Treatments on damaged

hair and continue up until your big day!

3-4 weeks before your wedding

Receive Haircut & Design, if your hair is longer.

If you plan to add Acrylic Nails to your regimen,

have your first set applied.

Host a “beauty shower” with friends and family.

Receive Practice Bridal Design and Makeup

Application. Don't forget your picture and veil!

Receive Xtreme Lashes® Eyelash Extensions.

2 weeks before your wedding

Receive Haircut & Design, if hair is mid-length

or shorter.

Receive Acrylic Balance.

.

.

.

.

.

.

.

.

.

Specialty Spa Services for Brides: Skin, Massage & Nails

.

Congratulations on your upcoming Wedding!The Charles Penzone Salons invites you and your Wedding Party to experience pure rejuvenation while preparing for your upcoming

wedding. The Charles Penzone Salons guarantees personalized Bridal and Wedding Party attention and care to help you feel as good as you look on your Wedding Day! To begin planning for your wedding, contact our Bridal Coordinators today!

A Bride's Check List9-12 months before your wedding It's never too early to contact a Bridal Coordinator to schedule your Bridal services. Encourage your Wedding Party to schedule their appointments too!

6-9 months before your wedding Begin a skincare treatment and hair removal program with your Esthetician. Discuss your hair style, color, and length goals with your Hair Professional for your big day. Begin a manicure nail treatment regimen to ensure the strength of your natural nails.

.

.

.

.

Airbrush MakeupAirbrush makeup provides a natural-looking

flawless finish that lasts through the ceremony, pictures, dinner and dancing.*



Xtreme Lashes® are applied one at a time to yourlashes for a natural look and feel with addedlength, volume and curl. Xtreme Lashes® are

resistent to water and will last indefinitely with touch ups every 2-4 weeks.

Price determined after consultation ($50).

Bridal UpstyleCharles Penzone Professionals will workwith you to determine a custom Design

to achieve the perfect look for yourday to remember.*

Stylist $52 | Designer $57 | Director $63Senior Director $68

Bridal Makeup ApplicationFor your big day, our Skin Care Professionals

will ensure your makeup and/oryour Bridal Party's makeup is perfect.*


All OverHighlightsHighlights add texture and shine to the hair.

Color is customized to compliment your facial features,skintone and add to your Wedding Day radiance.

Stylist $85 | Designer $92 | Director $98Senior Director $104

All Over ColorA semi-permanent coloring. Enhances natural

color and adds body. Stylist $49 | Designer $56 | Director $63

Senior Director $68

Haircut & DesignThe perfect Haircut and Design will helpyou prepare for your Wedding Day look.Stylist $37 | Designer $44 | Director $50

Senior Director $55-$100

Body Polish MassageA gentle exfoliating lotion is applied to

resurface the skin. After a refreshing shower,a soothing massage is performed to hydrate

and restore the luster of your skin.1 1/2 hrs $88 | Master $96

Grand MassageThe ultimate treat... your massage therapistwill massage you from head to toe. This

calming massage is a grand way to unwindand get away from it all.

1 1/2 hrs $110 | Master $120

Grand PedicureOur signature pedicure includes exfoliation,invigorating massage and your choice of a warm paraffin masque or cooling marine

masque. The polish of your choice completes this grand treat.


Grand French ManicureYour hands are exfoliated, massaged with a

hydrating lotion, dipped in paraffin and then placedin heated gloves. Your nails and cuticles are then

manicured, followed by a French polish application.40 min $44 | Master $47 | Senior $50

Axxium Semi-Permanent Polish by OPIYour nails are shaped and cuticles are groomed. Axxium Semi Permanent Polish is applied to the

natural nail for long wearing, flawless color.Now available in French polish.


Acrylic NailsAcrylic nails are designed to lengthen and increase

the strength of your natural nails.Full set $75 | Master $82 | Senior $87

Balance $40 | Master $45 | Senior $47

Recommended Hair and Makeup ServicesOn Your Wedding Day! To achieve the bridal look you’ve always dreamed of, your Bridal Design can take more than an hour depending on length of hair and complexity

of style. Your Makeup Application should be scheduled after your hair is complete and may take up to an hour. To relax and fully enjoy your day, please plan accordingly.

.

* Practice bridal design and makeup application are strongly recommended before your Wedding Day to assist with booking services for your special day.

Please see listed services above for pricing.

1 Week before your wedding Receive a Deluxe Papaya Facial, Color retouch and/or Highlights. Receive Xtreme Lashes® touch up. 1-2 Days before your wedding Relax with a soothing Grand Massage. Receive Axxium Semi-Permanent Polish, Acrylic Balance or Manicure and Pedicure.

On your Wedding Day Unwind with your Wedding Party and prepare for your big day with a Bridal Design, Bridal Airbrush Makeup Application and polish touch-up. Remember to wear a button-down shirt to preserve your finished look.

.

.

.

.

.

.

Penzone Custom FacialThis deeply relaxing facial includes a

skin consultation followed by a customizedskin cleanse, steam, gentle exfoliation, relaxingface, neck and shoulder massage. A soothing

facial masque leaves your skin looking flawless.1 hr $81 | Master $87 | Senior $98

Deluxe Papaya Facial This gentle resurfacing facial consists ofa deep papaya cleansing that penetrates

the skin to remove impurities. An exfoliating papaya masque is applied to eliminatedead skin cells. After a relaxing neck,shoulder and face massage, a cooling

geloide masque completes the experience.1 hr $86 | Master $94 | Senior $106

Hair RemovalEyebrows $18-$20 | Upper Lip $16-$18

Full Face $63-$76 | Arms $43-$53Bikini $33-$40

3-6 months before your wedding Begin Conditioning Treatments on damaged hair and continue up until your big day!

3-4 weeks before your wedding Receive Haircut & Design, if your hair is longer. If you plan to add Acrylic Nails to your regimen, have your first set applied. Host a “beauty shower” with friends and family. Receive Practice Bridal Design and Makeup Application. Don't forget your picture and veil! Receive Xtreme Lashes® Eyelash Extensions.

2 weeks before your wedding Receive Haircut & Design, if hair is mid-length or shorter. Receive Acrylic Balance.

.

..

.

.

.

.

.

.

Specialty Spa Services for Brides: Skin, Massage & Nails

.

The Price is Rightare you at a loss when it comes to establishing the right rates for your wedding day ‘dos? Figuring out what to charge for your time and skills can be tricky for sure, so we asked BTc Facebook Fans for advice. here’s a summary of what they had to say—take it under advisement and then do the math to determine the best rates for your brides.

Time Is Money: like any salon services, the charge for an updo should be based on time and skill, so use that criteria when determining your price point. look at it this way: if a haircut and blow-out require an hour of your time, and an updo requires the same, there’s your hourly rate. however…most wedding vendors (reception venues, caterers, photographers) tend to tack on a bit more for wedding-related work because it usually involves more prep time, more pre-wedding planning and more one-on-one time on the big day. still at a loss? scope out other salons in your area and find out what they charge, then adjust your prices accordingly. you don’t want your prices to be too high for your market, but you don’t want to give away the salon, either.

BTC Facebook Fans’ Average Starting Price: $65

Add-On Dollars: establishing a starting price gives you some wiggle room to customize the price depending on the complexity and the time you spend creating the look. adjust your base price for things like the complexity of the style and your client’s hair type and length. Be sure to clarify these upcharges well before the service to avoid any unpleasant surprises.

BTC Facebook Fans’ Average Starting Rate for Complex Updos: $75

Road Trip: if your client wants you to work your updo magic at a location outside of the salon, you definitely need to charge for this special treatment. Figure out your travel time, mileage, supplies, etc. and add those into the price. This is a great opportunity to find out if other members of the bridal party would like to take advantage of your services as well. if so, consider offering a group rate. That way, everyone gets more bang for their buck and you get the opportunity to impress potential new clients.

BTC Facebook Fans’ Average Road Trip Rate: +$25-$30 to the Base Updo Price

1 2

34

56789

10

turn the pageLook books are extremely important—your client can flip through and see the styles you can create. Feature your best work and make sure the photographs are professional. Also, tell your client it’s mandatory to bring in images of hairstyles she likes. Simply saying, “I want it up and I want it to look pretty” won’t lead to the best results for her.

look, touch, feelFor the consultation, ask your client to bring in an image of her gown and veil (or headdress), and make sure the image shows these items on the bride and not just on the hanger. Why is this important? You need to see the big picture. Understanding the period the gown reflects (e.g., 20s, modern and minimal, fairy tale, opulent), and seeing the silhouette will aid you in designing the hairstyle. It is also important to know if the style has to be built around a veil or headdress. Remember you are pulling together the total look—it’s not just about what’s going on above the neck!

solutions for strandsWhen your client says, “I am trying to grow my hair out for the wedding,” suggest hairpieces or extensions. Not only will this generate additional revenue for the salon, it will also alleviate a lot of “growing out” pressure for the bride. Provide her with a catalogue or look book to show her all of her choices. Remember, the scale and proportion of the style must work with the silhouette and size of the dress.

practice makes perfectRehearse, rehearse and rehearse some more. Perfect that look long before the actual day of the wedding. Bring the bride in several times if needed, especially if you are doing something that is intricate and detailed. There are no shortcuts to this process. The rehearsal is the time to experiment, not the wedding day.

savvy bridal biz boostersBrides are big business, so it’s smart to put together a plan for luring these lovely ladies into your salon. Intercoiffure Fashion Director Vivienne Mackinder wants you to sing “Here Comes the Bride” all the way to the bank, so she’s offering 10 tips for building a brilliant, successful bridal business and generating referrals.

journal and jot downKeep a notepad and a camera handy and journal your entire hairstyling process during the practice sessions. Take pictures of the front, sides and back with detailed notes and steps on how to “get the look.” By keeping this “photo journal,” you have an invaluable reference. Sometimes it’s easy for busy stylists to forget what they did!

a 360-viewMake sure the style looks great from all sides, as this hairstyle will be photographed from many angles. Also, don’t forget to ask if the wedding is going to be held outdoors! It’s important to take weather conditions that could spoil the style into consideration.

pretty little packageYour bridal package price should include the consultation, rehearsal styling and time, pre-wedding day hair treatments and of course, the wedding day style. And don’t undersell yourself! The bride typically spends more money on her shoes and bouquet than her hair, so it is up to you to build the sales ticket properly and deliver great value.

the power of technologyShowcase your bridal styling and packages in a section on your website and/or your salon/stylist Facebook page. Include pictures and testimonials if possible. Network with bridal photographers for cross-referrals and ask for bridal images for your website. Also, ask your bridal clients for wedding photos to display in your look book.

day of “dos”DO remember the number one rule for success in hairdressing is the foundation. DO keep in mind the importance of correct product application and setting techniques. DO backcomb properly to support the style. Most important, DO master the art of pinning to secure a shape that is not ridged or too tight.

have funIf you are well-prepared, conducted the proper consultation and rehearsed multiple times, you have set yourself up for success. Stay cool and composed and keep the bride as calm as possible. Heck, have a cocktail handy for you and the bride to soothe the nerves if needed—just joking!

by Kerri Lee

With his unique brand of positive, disciplined glam, …...them all and it’s evident in the...

Documents

Transcript of With his unique brand of positive, disciplined glam, …...them all and it’s evident in the...