March 2012

Lisa Kind - Editor

The Mane Objective | by Marco Pelusi


Stirring Vitality Back Into the Beauty Industry

With the new year underway now is a time to look ahead at what 2012 will bring.

2011 was an accomplished year. Many of us discovered ways and ideas within ourselves to keep our businesses and our client books afloat by continuing to best service our clients' and employees' needs with budgetary constraints.

Thankfully, the holiday season was a success for many of us, as it always is. No matter what the economic outlook, people need and want and do get their hair done for the holidays. I believe we all capitalized on that this year.

My hair studio gratefully had a fabulous holiday season, as did many other salons and spas. Also, several department and retail stores finally enjoyed a better season as well.

I think 2012 wiall truly be a year of some long awaited and deserved growth. Or, at the very least, the year that incites new interest in our economy. Everyone is looking forward to getting back up on their feet and overcoming pending obstacles.

And, I do honestly believe that there is a pent up demand for quality out there right now in the marketplace. Nothing is worse than investing in hair services and products and not getting the quality demanded. It's more important than ever to deliver the best. This need is not only true for the ultra-wealthy, but for most clients, no matter what income level.

There is a feeling of stirring vitality that wants things done this year, the right way. One of the biggest reasons for this momentum is the simple fact that we are in an election year. Politicians are actively out there creating and evoking new emotions and stimulating us in different ways than we've been in a long while.

It's time to mix things up for many consumers. And, many consumers want to mix things up. It's time to truly, honestly embrace the future and to start spending. People have been putting off any real kind of investment for a very long time now, and 2012 will be the anticipated beginning of something good.

Within the beauty industry, I predict we will indeed see a larger amount of people craving beauty services once again.

People want to start over, look good, feel good, look new, and feel new. They may want to change both their internal and external outlook. You will see more money spent on personal care, both in terms of hair care and beauty product sales, as well as services.

It's already proven true within my own client base, as well as for my staff here at my studio. There's a lot of excitement brewing; it's time to move forward, and everyone can sense it. Everyone wants change -- real change. It's time to reinvent ourselves! And for that, within the beauty industry, it requires a visit to the hairdresser, to literally become prepared for possible job interviews and new business opportunities, and change how we feel.

There will be a new demand in 2012. There will be a new revived vitality. It's finally time to get things going. Capture and hold on to the vitality you find or inspire. Let's move forward and get creative in 2012.

Marco Pelusi is globally recognized as a haircolor trainer and platform artist. Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles 2009 by KTTV Fox11’s “myfoxla Hot List” competition. Pelusi created the Marco Collagen Color Guard HairCare System, the collagen system developed for color and chemically treated hair. For more information, visit



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