As a salon owner, Philadelphia Fashion week lead stylist, CBS3 Beauty & Fashion Contributor, Kaaralieri, and core member of the East Coast Salon Services education team… everything Kevin Gatto does speaks to his passion and skill as a stylist. His love of education and helping others is a way of life and a fundamental value in how he runs his salon. But with all that passion at hand there are so many causes out there worthy of the time, effort, and good will salons have to offer, how is one to choose? For Kevin, the cause he has dedicated his efforts toward almost chose him and his belief in it continuously becomes stronger over time.

Kevin’s salon Verde is located in Collingswood, New Jersey, and, just as its name suggests, every detail about this business is green. In the early days, when the salon was just a seed of thought and the planning had yet to be hashed out, Kevin’s core team really pushed for the concept of a green, eco-responsible salon. Agreed upon with gusto, that concept was carried all the way through the salon including the construction, the products used and offered, the daily operations, and the yearly charity event they sponsor.

When asked, “Why did you go green?” Kevin says, “There are so many great causes out there and it’s extremely important to me to give back to our community. But of all the causes we could contribute to, this is the one that really gets my staff geared up, and its something that we are able to live up to every day.” He added, “The older I get the more I start to think about what we’re doing to the earth, and it’s important to give back to it so we can help preserve it for future generations.”

For the last three years, Verde has supported and celebrated Earth Day with a cut-a-thon to benefit Green Village Philadelphia. For one Sunday at the end of April, Verde closes its regular appointment books and opens up the salon for walk-in services at a reduced rate. A low set price is given across the board for a few services and customers can come in to partake, first-come-first-served, from 10AM to 3PM. In addition to the service price, customers have the option of donating more to the charitable effort and, additionally, the entire staff donates their tips for the day. 100% of the proceeds go to Green Village Philadelphia, an organization that “works to restore and sustain present and future generations… educating the public about creating environmentally sustainable lifestyles and communities through real world examples.” Last year, Verde raised over $1000 for GVP and they have already begun planning for this year’s event to continue the successful tradition.

Not only does Verde feel strongly about supporting the global environment through annual contributions, but they also are dedicated to preserving the quality of the environment within the salon every day. Low VOC paint and bamboo floors were chosen during construction and every decision of what to put in the salon is put through equally strict consideration. All hair and nail products used are low-odor and formaldehyde free. Even their hair color is gentle to the senses and air quality. They utilize Baco Soft Ammonia-Free Color from Kaaral for all their services and love the results as well as the lack of unpleasant side effects. Kevin says he considers it a great compliment when people walk in and say, “Wow it smells great in here – nothing like a salon!” The management and staff is dedicated to digging deeply before making any decision about the products and services they offer, making sure it holds true to their commitment of being eco-friendly and eco-responsible both within the salon and out in the community.

Kevin parts with this thought, “We are so fortunate to be able to do what we love and make a difference doing it. It might be like throwing a pebble in the ocean but it’s nice to see the ripples.”

April 22, 2012 marks the 42nd celebration of Earth Day. Originally founded in 1970 by Gaylord Nelson, a U.S. Senator from Wisconsin, this international holiday is considered to be the foundation of the modern environmental movement.

Up until the 60’s, air and water pollution were seen as signs of progress. Smog filled skies and oil laced river banks were benchmarks of industrialism and something to feel proud of. Earth Day and the social movement around it were monumental in changing these ideals. Regardless of political affiliation, career path, or geographic location Earth Day reminds us that we all live on this planet and need to preserve it as our home and the home for our descendants.

With all of the eco-friendly and “green” options available today is it much easier to be mindful of our own footprint. There are countless ways where every individual person or business can make a small change. Although it may not seem like much, each drop in the bucket eventually helps to fill the pool. Just as the degradation of the environment has occurred gradually over time until it could no longer be pushed to the way side, the reverse effects are slow and seemingly insignificant. However, the more conscious we are of how our behavior affects the earth, the easier it will be to preserve the land, air, and water for future generations. We can’t undo but we can move forward, help, and make a difference. Nature doesn’t need to be saved so much as it needs to be respected and revitalized.

There is a very fragile balance of what is too much versus not enough in the world of environmental activism, but it is vital to remember and apply knowledge and strategies as a small part of everyday life. The Earth Day Network is a great source for more information on how and why to get involved. Their claim is compelling, “The fight for a clean environment continues in a climate of increasing urgency, as the ravages of climate change become more manifest every day. We invite you to be a part of Earth Day and help write many more victories and successes into our history. Discover energy you didn’t even know you had. Feel it rumble through the grassroots under your feet and the technology at your fingertips. Channel it into building a clean, healthy, diverse world for generations to come.”

Energy efficient light bulbs, fundraisers, chemical reducing air filters, and recycling are a few easy things you and your salon can do to help! Mark your calendars for April 22 and just imagine what we can do as a community if everybody celebrates Earth Day this year!

Guest Post by Michael Botte, Sales Development Manager for East Coast Salon Services

Kaaral hosted a “Born For Beauty” Creazione, March 11-13 in Orlando, Florida – “a place where dreams come true.” This was certainly a fitting place to bring stylist from around the world to unite and share their creativity and passion for our beautiful industry.
Sunday evening we all had the opportunity to meet the Kaaral family. The “meet and greet” was incredible, we were introduced to people from Italy, Poland, Australia, Russia, and of course, United States! It was an interesting experience to meet such genuine and friendly people, all with such different backgrounds.

Two events took place Monday, simultaneously, with a morning and afternoon session, to keep the groups small and interactive. I attended the “flirt with Chocolate” session in the morning. Celebrity stylist, Kristen Serafino, and Kaaralieri, Marina Fuks demonstrated two haircuts on stage. They expertly described the techniques they were utilizing; simultaneously, Tommy, another Kaaralieri, explained the new chocolate series hair color category, and the color techniques used on the models on stage. Kristen and Marina were really fun and had a great rapport with each other.

In the afternoon I attended the second breakout session, “color corrective extreme challenge.” This session was an amazing hands-on workshop that required the stylists to take a mannequin with 5 corrective color challenges, and the goal was to bring the entire head back to a single, even tone. The participants got “down and dirty” and had a great time diving into the more technical information with Baco Hair Color. The Kaaralieri facilitators, Jessica and Spring, were extremely friendly and helpful; you could tell they enjoyed the experience with all the participants.

Monday’s third event, which took place in late afternoon, with the entire group, was “International Trends.” This was, by far, one of the most interesting demonstrations I’ve ever witnessed! Four international stylists from United States, Italy, Poland and Australia – two of which were not able to speak English – demonstrated trends and techniques from each part of the world. The interpreter was wonderful, going in between each artist, as they described their “look.” The detail and inspiration were absolutely amazing and the work was very usable to bring back to the salon. The pure joy of all in attendance for this event was evident in the dancing, and smiling, and reactions at the conclusion – there was an incredible energy in the room.

The last day’s session, “all about the chair” stressed the importance of branding and the multiple social media sites available. It differentiated the audience for each site and explained why your salon or stylist should be involved in the various sites to promote business.

In conclusion, all I can say is WOW!!! Creazione was one of the most inspiring experiences in my career… Kaaral proved to me that passion and individuality continue to exist in our industry. Regardless of the country you were from or the language that was spoken… UNITY, CREATIVITY and INSPIRATION were three universal words shared by all… in a fun, relaxed atmosphere.

Reason #1: Flirt with Chocolate
If you’re anything like me, the name alone is compelling enough! But for those of you with a less prominent sweet tooth… The Creazione is comprised of multiple education “experiences.” One of these is the spring/summer collection presentation featuring the release of 5 new “chocolate” shades in Baco color. These chocolates range from dark and cool to warm and vibrant, featuring decadent mixed tones of red or mahogany and all feeling reminiscent of different types of chocolate. A luxurious depth will be added to your brunette portfolio with these luscious colors and the techniques paired with them.

Reason #2: International Educators
Not only will there be access to the amazing education team from Kaaral USA, but every attendee will have the unique opportunity to experience intimate sessions with top global educators from Italy, Australia, and Poland. Consider the rarity of having open access to four countries worth of knowledge and style all in one place.

Reason #3: Kaaralieri
What is a Kaaralieri…? Glad you asked. Kaaralieri is the term used for the members of Kaaral’s outstanding education team. At the Creazione Kaaralieri will be leading classroom experiences on various topics from this season’s trends and color correction techniques to tips on how to build your in-chair business. In addition to the Kaaralieri on stage and at the front of the class, many more will be milling about for you to snag and chat with. Every member of this team is knowledgeable about hair and product and they couldn’t be more enthusiastic or willing to share their passion with anyone who will listen!

Reason #4: Florida in March
If the education isn’t enough, who can beat the venue? Warm weather, pool party, beverages, music, and fabulous company – enough said!

Reason #5: Francesca Raminella and Paul Smith
Any team is only as good as its leaders, and, with Francesca and Paul at the helm, we have every confidence in the success and greatness of Kaaral as a whole. As CEO of Kaaral USA, Francesca offers years of experience from working as general manager of a major industry manufacturer as well as the marketing genius acquired from other ventures in the beauty world. Paul brings artistry to the table as Kaaral’s Creative Director. He has also worked with some of the industry’s leading lines and has an unparalleled understanding of color, which he loves to share with others! Aside from all the impressive knowledge and experience this duo brings to the table, they are just wonderful, fun people that we at ECSS are lucky enough to know and spend time with!

If five reasons aren’t enough feel free to contact any East Coast Salon Services Sales Consultant for more info in Creazione or email us at info@eastcoastsalon.com.

Or simply Click Here to Register for Creazione 2012!

Every New Year is welcomed with a great sense of excitement and anticipation, but, too often, the inspiration and renewed vigor that comes New Years Day has fallen to the wayside by Valentine’s Day.

The idea of the New Year’s resolution is often the source of many jokes and general chastisement; and yet, there is something about the notion that keeps us pledging every year to be our better selves all the next-year-long. Sadly, this refreshing positive energy is too easily washed away by disappointment when time and life get in the way of the lofty goals we set for ourselves. You find yourself paying monthly for that unused gym membership or staring at the pile of photos and scrapbooking supplies which never take it upon themselves to come together in a lovely display. So this year, instead of making a grand declaration of specific things you’re going to do and be, start small – try something new! Anything new!

Trying something new can be scary and difficult. You all know the customer that sits in your chair and has had the same haircut since the fourth grade – why change what works? Right? That customer can be so frustrating and as a stylist and a creative you are dying to push them out of their shoulder-length-blunt-cut shells. Even though that quality in others can be stunting and infuriating, it is also very easily recognizable in others and equally difficult to spot in oneself. Every person falls into that trap in some aspect of his or her life. This new year, take it upon yourself to make a very easily accomplished resolution and shake it up! Whether it be a new haircut, color, fashion style, or product, keep your eyes and mind open!

Trying new things can be rewarding in various manifestations – you might learn that the way you’ve done things was not the best and only way OR you might find that new and different is nice but you’re even more confident of your original way. Regardless of the result, your mind and experiences will be better and richer for broadening your horizons. And you may have a stronger leg to stand on while trying to convince that stubborn customer out of her safe box! Hair grows, color gets corrected, and product washes out. So, make thoughtful decisions this New Year but don’t be afraid to shake it up; it’s the easiest New Year’s resolution to keep and you might learn or find something wonderful in the process!

This year we would like to pause and remember, that above all, the holiday season, with its quiet reverence, is a time of reflection. At East Coast Salon Services we want to take the time to reflect on the people in our lives. We would like to pause and think of each of our customers who, over time, have all become part of the East Coast family.

To our customers, our family, and friends we wish you the very best holiday season. Remember to get your shopping done early to avoid the masses and remember to take a deep breath when the former suggestion is impossible. American writer and editor, Oren Arnold, offers a few words of wisdom to all holiday shoppers with his list of gift suggestions:

To your enemy, forgiveness.

To an opponent, tolerance.

To a friend, your heart.

To a customer, service.

To all, charity.

To every child, a good example.

To yourself, respect.

Thank you so much to all of our customers, it is because of you and the relationships we’ve built that we get up and go to work every morning, and that is a true gift. May your holiday seasons be filled with beautiful gifts as well, both tangible and intangible.

Chicken, Steak, Soy, Black beans, Supplement Shakes – major staples for every diet… and as every nutritionist knows its all about the protein!

Protein is made of amino acids. Amino acids are produced naturally in the body and additional quantities come from our foods. A poor diet without the proper balance of protein leaves hair and nails weak – hair itself is made up of 90% protein! Eating more protein will make your hair and nails grow shinier and stronger but the harsh elements of daily life will damage even the healthiest hair. Heat styling, chemical treatments, and rough handling all damage the hair. Many of us are not lucky (or well balanced enough) to start off with the healthiest, most-protein-enriched hair to start with – before acts of life take their toll on the distraught hair shaft.

Damaged hair needs protein put back into it to make it stronger, just like our bodies do. This is where Redken’s revolutionary IPN comes in. IPN stands for Interlock Protein Network. Fancy name, fancy diagrams, fancy logos – but what does it do? IPN is essentially a delivery system that delivers protein everywhere it is needed in the hair. Always dedicated to the science of hair, Redken has taken a look at three levels of the hair and found a perfect balance of ingredients to treat each level delivering a wholesome result of “Inner strength, outer beauty.”

IPN starts working on the core of the hair. It penetrates to the hair’s cortex, strengthening the internal bonds of the hair and giving it overall strength and resistance against breakage. The conditioning ingredients bind to the fiber of the hair. Because this is a progressive effect it means that the more you condition with an IPN treatment the more your hair will improve over time. Finally, the IPN creates a protective coating over the hair cuticle making it less porous.

BEST OF ALL – IPN is now available in many of the shampoos and conditioners that you already know and love. You can find it in 5 Redken hair care collections: Extreme, Blonde Glam, Body Full, Color Extend, and Real Control. Whatever your hair type, look for new sleek packaging with the IPN logo and feel confident that your hair will not only look great, but it will feel great and BE great on the inside as well as out!

Inner strength, outer beauty: IPN’s catch phrase and great words to live by, not only for your hair.

Kaaral is the newest full service line from Italy, and it is available to you exclusively through East Coast Salon Services. Featuring six shampoos and conditioners, styling products for every hair type and personality, and a color line with unsurpassed shine – every one of Kaaral’s products exemplifies Italian style and quality. We really believe that this is a product that sells itself – because once you try it you’ll want it again and again. That being said, it’s then our duty to get it in your hands so you can see the impressive benefits for yourself. In order to do that we have taken the initiative to create the Kaaral Experience Days so you can talk, see, touch, hear, smell, feel, try… (and anything else you can think of). We can almost guarantee that if you immerse your senses in the world of Kaaral you’ll never want to come out!

Who? When? Where? you ask…

For one day in August or September a member of the Kaaral family will be in an East Coast Salon Services store near you! Embracing the close, personal relationships that define the essence of Kaaral, these awareness days have been made for you to come learn about the line in person and hands on before you make any commitment. All you have to do is SHOW UP! No purchase is necessary (although you might not be able to resist).

Every attendee will have the opportunity to:

• Talk one-on-one with a respected member of the Kaaral Family
• Receive a FREE Purify Restructure Treatment Vial in an exclusive single-serving size
• Be a part of one day only special offers
• Enter a raffle to win 3 great Kaaral prizes including gift baskets and tickets to a Kaaral Education Event
• Take home coupons for future Kaaral purchases

That day only you will be able to check out a demo mannequin done with Kaaral’s beautiful Baco color. And if you love it – buy it! Baco color will be offered at a special ONE DAY ONLY price! Coupons for later purchases will also be offered if you’re not ready to make the plunge on that day. At the very least come, get free stuff, enter a raffle, and chat with some great people! See below for when a store day will be near you!

ALL 12 East Coast Salon Services Stores will be featured!
Tuesday, August 16, 2011
TIME: 10AM-1PM
ECSS – DuBOIS, PA
209 BeaverDrive
814-371-3691

Monday, August 22, 2011
TIME: 10AM-1PM
ECSS – LITTLE FERRY, NJ
375 Liberty Street #6
201-229-9510

Monday, August 22, 2011
TIME: 2PM-5PM
ECSS – PARSIPPANY, NJ
360 Route 46 West
973-227-0015

Monday, August 22, 2011
TIME: 10AM-1PM
ECSS – BORDENTOWN, NJ
650 Rt. 206 – Suite G
609-291-1090

Monday, August 22, 2011
TIME: 2PM-5PM
ECSS – BENSALEM, PA
2858 Street Road
215-639-1120

Monday, Sept. 12, 2011
TIME: 10AM-1PM
ECSS – SEWELL, NJ
475 Hurffville-Cross Keys Road
856-589-4406

Monday, Sept. 12, 2011
TIME: 2PM-5PM
ECSS – MAGNOLIA, NJ
130 White Horse Pike
856-627-3500

Monday, Sept. 12, 2011
TIME: 10AM-1PM
ECSS – McMURRAY, PA
3523 Washington Road
724-942-9508

Monday, Sept. 12, 2011
TIME: 2PM-5PM
ECSS – MONROEVILLE, PA
2644 Mosside Avenue
412-373-7009

Monday, Sept. 19, 2011
TIME: 10AM-1PM
ECSS – NEWARK, DE
1123 Churchmans Road
302-731-7314

Monday, Sept 19, 2011
TIME: 2PM-5PM
ECSS – MT. EPHRAIM, NJ
237S.BlackHorsePike
856-931-0296

Monday, Sept. 19, 2011
TIME: 10AM-1PM
ECSS – STOWE, PA
1638 W. High Street
610-323-6384

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Identity1 is now available on the east coast! Speak to an East Coast Salon Services sales consultant for more information, and look for the launch of their new website in early June. www.identity1.com

Style tip!

Check out Identity1’s “niche” ocean texture spray this holiday weekend. Use it to get textured beachy waves for a summery look, or try it as a refresher spray to re-style bangs without oily separation!