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As Seen In
Modern Salon Magazine
DENNIS BERNARD, INC.
SUPPORTS HAIRCOLOR BOOM
"TCA" Testimonials
Dennis Bernard, president of Dennis Bernard, Inc. has a passion and
enthusiasm for the salon industry that is contagious. "I love my work and I love helping people. If you are happy, you will be
successful in what you do" Bernard says. Bernard's lifelong devotion to the salon profession began when he started
working in his father's barber shop in Union, New Jersey, as a five-year-old.
Bernard's father Eugene, opened Phil & Gene's Barber shop in 1950
after immigrating from Italy. The barber shop grew into a chain of salons called
Total Image. Bernard became a hairdresser and an entrepreneur after he and his father
were inspired by the product chemistry methods demonstrated on stage by the late Jheri Redding. In 1981, they began working on there own formula to speed up
color processing, condition hair, and reduce color fading.
"This is how Power Tools for Haircolor was developed," says
Bernard, "The product was tested, retested and tested again with selected
stylists from within our salon chain." The final result was a product that could dramatically
reduce hair color processing time, even on resistant hair. The product's
reputation spread by word of mouth from satisfied salon clients and through hair
colorists who found that the reduced processing time let them service more color
clients and earn more money. As a hairdresser himself and with the memory of his father's long days in
the barber shop, Bernard knew he had a win/win situation with a product that
pleased clients and allowed salon professionals more time for salon services,
increased incomes and even more leisure time. "Stylists and hair colorists began calling for the product and we decided
to market it through distributors" Bernard says.
In 1999, the product was repackaged and the name changed to TCA, The
Color Accelerator. TCA is now carried by major distributors in 40 countries.
One of Bernard's biggest sources of pleasure is that his 83-year old
father, who developed the product, has lived to see it gain industry stature.
The elder son still works occasionally in the salon and often puts in long
days at trade shows. Bernard's four brothers also work in the business that is housed on
three acres of land in Freehold, New Jersey. Jeff is vice president, Michael
works in purchasing and Mario and Eugene Jr, manage the office and handle
customer relations. Assist, the accelerator for resistant hair, has joined TCA as part of
the "Power Tools" for HairColor brand along with products that include the Speed
Weaver hair color foiling comb and the Invisible Glove, a spray-on foam that
protects hands without the inconvenience and expense of latex gloves.
Dennis Bernard, Inc. also maintains a data base of more then 40,000
salon professionals for its educational division that distribute books, videos
and posters. New "Power Tools" for HairColor products are now in the testing phase,
according to Bernard who plans to piggyback samples of new products to salon
purchases over the next two years. Smart Solutions, a hair care line now in
development, should debut in 2004 Bernard adds. "We have to know that our products are as good or better than what
is out there now," Bernard says.
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