The Beauty Industry Report Visit bironline.com Icon returns to launch Peter Coppola Keratin Concept C formulation fit that philosophy? strong union, and they fought against allowing elebrating almost 45 years in the professional PC: When we were looking to develop a new men in salons. We were told they would close us salon industry, Peter Coppola’s career spans generation of smoothing products, we went many roles from celebrity stylist to salon owner down if my salon offered men’s cuts, so we hired through many different formulas within a twoa lawyer and sued for the right to cut men’s hair. to product developer. With education owning year span. We tested everything from glycols to The case went before the New York Supreme his heart, Peter traveled the world, sharing his cysteine and everything in between. We wanted Court, and we won! The next day, the New York ideas, trends and techniques with hair stylists to function and performance, but safety was our enhance their businesses. One significant Times announced a new term, “unisex.” I went on first priority. contribution was bringing the keratin revolution to open more than 34 salons. Our goal was to provide smoothing power but to the industry. Today, his The next step for me was product without the harmful toxins of traditional Brazilian concerns for the safety of hair development. I educated myself on formaldehyde treatments or the long multi-step stylists and their clients have led ingredients, results and how to help processes of glycolic treatments. What we him to develop a new keratin hair stylists be more successful by developed to accomplish that is a blend of smoothing treatment called increasing their revenues. I worked carbocysteins and a proprietary blend of high Peter Coppola Keratin with Clairol’s Luminize line and later quality complex amino acids—similar to the type Concept, which debuted at ushered in the keratin smoothing used in high-end skin care products. These amino Premiere Orlando this past June. treatment revolution, which during His new formula eliminates the the economic downturn was credited acids gently soften the bonds and turn the hair harmful ingredients found in with saving many salons from closing. you have into the hair you want. It works from Peter Coppola’s career the inside out, removing frizz while keratin and many keratin treatments, while spans 45 years in beauty. Today, I am dedicated to offering ceramides smooth, strengthen, replenish and giving clients frizz-free hair for more than three safer alternatives to the popular service. renew. There is a lot of confusion surrounding months, providing styling versatility and healthy BIR: What sets Peter Coppola Keratin Concept keratin treatments. We wanted to be as shine. Beauty Industry Report (BIR) recently apart from the keratin brands on the market? transparent as possible and give stylists the PC: Peter Coppola Keratin Concept is caught up with Peter to learn about the next centered on a hair refinishing system using keratin power to do these services in a safe and chapter in his journey. effective way. That was the goal, and we and ceramides. The system boosts body, reverses BIR: Welcome, back, Peter. Please share your accomplished it. signs of damage and promotes overall hair story with our readers. BIR: Tell me about your retail products. strength with anti-aging properties. With more Peter Coppola (PC): Prior to attending beauty PC: I’ve created two collections of school, I grew up in Harlem with Italian immigrant than 78.5 million baby boomers and younger professional products that clients can use at clients wanting their hair to have a youthful look parents. As a child, I had three passions: home. The Legacy Collection cares for all hair and feel, we want to provide them with a safe architecture, playing the drums and a love for types with advanced formulas to smooth, and effective smoothing treatment. women. When I was a teenager, I worked at the protect and revive, while the Blondest Copacabana nightclub and was exposed to Collection features color perfecting azulene fashion and style by the venue’s famous and to brighten and de-brass color treated or wealthy clientele. In my neighborhood non-color treated blondes. The salon costs across the street from my home, there was a range from $10 to $30, with most products beauty shop owned by two pretty girls, who available in travel sizes, 12-ounce bottles and captured my interest and fascination. I back bar liters. thought after hanging out and having so BIR: What is the single most compelling much fun with them, I could make a living reason for a salon owner or stylist to try out of that, so I enrolled in beauty school. I your services and products? began my career, and in the 1960s, I worked PC: The Coppola Keratin Smoothing with some of the industry’s most influential Peter Coppola Keratin Concept offers two retail collections —The Legacy Collection and the Blondest Collection. Treatment is formaldehyde- and aldehydeartists, including as Paul McGregor, Vidal free. It doesn’t just smooth hair; it safely We believe that in order for our brand to be Sassoon and Paul Mitchell. volumizes and restores its youthful look and and stay relevant, it must provide something That, of course, was only the beginning, as I texture for at least three months. There is no more than just products and tools. That’s why dreamt of opening a salon of my own and down time for the client, as she leaves the salon Peter Coppola Keratin Concept will give stylists making an impact in this great profession. Styles done and ready to shampoo or style as she more to believe in through sharing inspiration, were changing, and I wanted to offer the new wishes. education, motivation and encouraging creativity, Beatles-inspired cut to male clients, but at the BIR: What type of educational support do you so that it shows through in their craft. time, it was illegal for a man to get his hair cut in provide for stylists? BIR: How does your smoothing system’s a beauty salon. At that time, the barbers had a 6 DECEMBER 2013 with direct ship to their clients’ doors from the selected from cities across the country and PC: We work with our distributors, hosting indistributor. In our tests, it has increased retail provided with complimentary services such as salon classes to demonstrate how the products sales 30% at the salon level. We have more than complete hair or wig styling, a keratin treatment work and train stylists how to use them. Stylists 30 logoed accessories and tools that help salons who attend these classes are then certified in the to help chemo ravaged regrowth where needed, brand themselves as Peter Coppola Concept fashion tips, makeup application, photo sessions, Coppola Keratin Smoothing Treatment service. Salons. We came to market with floor and education and motivation. The ultimate goals of Our main goal is education, education and counter displays in four models and sell all our the partnership are to education. That is the only support material, when not included in a deal, at ensure women feel good way we can help stylists cost to encourage branding. We produce all of about themselves, and to live their own success our collateral and educational support for the help them realize their stories. salon and consumer in bilingual formats (English true beauty, in spite of BIR: Tell me about your and Spanish) and will produce materials in other their struggle with a distribution model. languages as requested by our distributors. devastating illness. PC: Our distribution BIR: What is your trade show strategy? We will fund and host model is to partner with PC: We launched at Premiere Orlando. Now four Peter Coppola the best independent that we have our distributor partners on board, beauty distributors in the Stylist and client safety and simplicity are Survivor Glam Squad priorities for the Peter Coppola Keratin events per month for all our strategy has been to support their efforts country and truly be a Concept services. with regional shows and custom produced women cancer patients, partner in the process. We events that drive business to their doors. I still survivors and in some cases, caregivers, through have come to market with all aspects of the love to travel and meet my fellow stylists one salons that carry the Peter Coppola Keratin business fully established and thought out. We on one, and the 200 to 500 stylist events Concept brand. We will also donate all products provide our partners with all the tools they need hosted by our distributors allow me to do that. for the styling experiences, provide trained to be successful; from marketing plans, tech We are developing an exciting stage show for stylists for any Peter Coppola Keratin Treatments support, POP/POS materials, education support, 2014 and expect stylists to join us. and donate a portion of the sales proceeds support collateral and even a charitable giving BIR: Tell me about your online marketing, during the events’ promotional periods to program. sales and education initiatives. Survivor Glam Squad. To provide ongoing Even though we are a young company, we are PC: Stylists want education that fits their support from coast-to-coast for all women, our not new to the industry. Distributors who have busy schedules, so we have distributors and seen our programs compare us to companies online education and testing salons will be that have been around for decades and are for certification, are offered the excited by our professional execution. producing an online library of opportunity to BIR: What distributors are on board so far? teaching and motivational host events. PC: Paramount Beauty in New York and New work and will create a howBIR: How can Jersey; Champion Brothers in Georgia, Alabama, to and tips area for both our salons get Mississippi and the Florida Panhandle; A & A professional and our involved? Beauty Supplies in upstate New York; Boston consumer websites. We are PC: Once Beauty/Salon Direct in Massachusetts, Maine, building a studio salon in our they have New Hampshire and Vermont; Total Image headquarters to launch The become covering Florida; Professional Salon Services in Peter Coppola developed his keratin- and ceramide-based collections to make styling easier. Peter Coppola First Chair certified to use Connecticut and Rhode Island and Exclusive online school and will have tracks in English and our products, we will help them set up their Salon Products in Oregon, Washington and Spanish taught in real time with interactive own events, so they can help cancer survivors in Idaho. During the first quarter of 2014, we are software. We plan to launch the school in the their own communities. launching 10 new distributors who have second quarter of 2014. BIR: How does your company partner with requested the line. Our products will be available BIR: What’s next? both its distributors and salons to help your coast to coast by our 1-year launch anniversary. PC: A very busy and productive year touching BIR: Tell me about your company’s partnership products sell through? and helping every stylist we meet, a year in PC: We have come to the market with a full with Survivor Glam Squad. which we never stop creating and improving, a marketing calendar that has exciting promotions PC: I am so proud to partner with Survivor year in which a company by a stylist for a stylist for the distributor, the salon and the client. We Glam Squad in its effort to empower women works to improve his industry and a year filled have a full staff to assist in Web and tech and girls to feel confident and get back on track with challenges, innovations and success. initiatives for the distributor and salons and can after their cancer treatments. This non-profit Reach Karen Davidson, CEO, at target new business opportunities through our organization provides complete makeovers to 855-4-COPPOLA/855-426-7765 or social media and Web-based programs. women who have survived cancer to help them [email protected]. Visit Additionally, we are involved in an innovative regain their sense of beauty, self-esteem, petercoppola.com. program that will help salons sell retail products femininity and confidence. The women are DECEMBER 2013 7