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Interview With
Dennis Bernard
Tell me about your
background. How did you get to where you are today?
DB: At the age of five I discovered I
liked being in my father’s barber shop in Union, NJ. In later years, watching
customers turn into friends and visit often was something that really captured
my interest. The nature of the industry and the thoughts of what we could bring
to it, presented us with an exciting challenge. My father’s hands-on approach
to business is a theme I have carried through to all my companies. I now can
appreciate the fact that my father’s barber shop was a great family business and
my start in the industry. Ultimately, my father’s barber shop would later
become a salon in our small chain.
Why did you choose to become a hairstylist?
DB: I became a hairdresser after
spending many years at my dad's barber shop and observing how satisfied my
father was in helping people to look and feel their best. It left an impression
on me that my father's career wasn't a job to him; he genuinely looked forward
to being behind the chair. Having a career you love....Does it get any better
than that?
Why and how did you get into the "product" end of the business?
DB: After developing TCA and seeing
how it made the colorist's job easier and better, it was a natural to then
develop products that were problem solvers during chemical/color services. Later
with requests from stylists for a high quality value priced line that would stay
non-diverted, it became my mission to rise up and meet this industry challenge.
Our Smart Solutions retail line is the answer to that challenge.
What have been your most exciting moments
as a salon professional?
DB: While being a hairdresser and
developing TCA and our POWERTOOLS line of products was exciting. The dream come
true for me, was the fact that TCA fast-forwarded the beauty industry and color
services. Today, our innovative formula “TCA,” added to any manufacturers
products in salon's, gives stylists options in all color and bleach services
that they never had before. The stylists now can control their own products, do
fast color when desired, and offer a better quality service experience including
keeping the hair in better condition, with no additional education, added lines
or costly clutter. Testimonials from around the world prove “TCA", is a stylists
“POWERTOOL” making color/bleach and perm services work better with more options
for adding extra service dollars to the stylist’s bottom lines.
What are the Dennis Bernard companies?
DB: The Dennis Bernard
companies began in 1981 with the opening of my salons. A few years later I
started my Total Image Division carrying style books, posters and other
educational materials. It was primarily a niche business. I realized that my
niche in the beauty industry is marketing innovative new ideas and break-
through products. After developing TCA and with its success, we decided to build
a line around it called POWERTOOLS to make the stylists color services easier.
Then with the success of POWERTOOLS and with the popularity of color services we
branched into our Smart Solutions line of styling and finishing products using
plant extracts for extreme color hold.
How can a small family run business compete in an industry full of
conglomerates?
DB: We have been competing since 1986. From day one, our manufacturing and
distribution policy decisions were made with our long range goals in mind.
Being a small family business of hairdressers, gives us the advantage to create
new innovative products with no corporate obstacles to hinder us. With my
parents work ethic instilled in us and their passed on longevity in our genes,
we know we will be around for years to come. We will continue to grow, making
our mark in this industry as we have since our beginnings. It’s fun being a
David among Goliaths!
What has been your company’s biggest
accomplishment?
DB: Our biggest accomplishment has
been our market penetration. Our marketing is raising eyebrows with
forward thinking industry professionals and word is spreading on all our
innovative and quality products. Both salon and school chains are aboard, with
more interest growing every day. Faster processing, less products, better
hair condition, quicker services, more options and bottom line savings for
stylists, salons and chains have all played a part in our products taking on
“lives of their own”. We credit word of mouth testimonials as the main catalyst
to our accelerating sales.
What do you consider your greatest accomplishment in our industry?
DB: That is still a work in progress. I
hope my greatest accomplishment will be to get stylists (not just the 2% that
are into it now) back into education. That being said, I define that as going to
trade shows to learn, helping stylists grow their businesses and keeping their
career interest and perspective fresh to avoid burning themselves out.
What is your company’s mission statement or do you have a vision for your
company?
DB: Our vision has always been to
meet our industry’s challenges to the betterment of lives of hairdressers.
How is your company involved in the
community?
DB: My
local community involvement has been centered thru my church during my whole
life. We support needy family's, holiday food drives and any other needs the
community has. Nationally our company has helped stylists that have been
devastated from natural disasters such as Katrina to get back on there feet.
With your companies long term objectives in mind what is your view in regards to
product sales?
DB: Product sales are important! I
believe that if we inspire stylists and teach them how to make more money with
innovative techniques that save time over the course of their normal day, the
sale of our products will be a natural by-product. Stylists are coming to
realize that they are the best salespeople on the face of the earth. Every day
they are selling or reselling themselves to their clients through touch, their
technical skills, personality and a host of other traits. The great ones know
that shampoo in the tube isn’t just shampoo, it represents their mortgage, their
child’s education, a vacation, and it doesn’t have to be sold just educated
about!
How do you develop and test your hair color products?
DB: All of our products are tested in our
established test salons throughout the country. We want to get a feel of how our
products perform in all different climates, with different manufacturers
products and from colorist to colorist; then if needed we tweak the product and
retest again. When we release a new product it has been thoroughly tested and
approved by a wide variety of colorists meeting a broad range of parameters.
What is TCA ̶ The Color Accelerator?
DB: “TCA” (The Color Accelerator)
eliminates color fadeout, conditions the hair making it feel like silk, and
gives the colorist many options to process quicker. The elimination of fade out,
a universal challenge in our industry (especially with red heads), is as
important a feature of TCA as is the fast processing.
How do you identify and capitalize on product opportunities?
DB: We look for and listen for the challenges
in the color marketplace. Our feedback comes from colorists, stylists, salon
owners and their clients. Then, we set out to solve those challenges in an easy,
efficient way for all concerned. For example, TCA came about as a result of
hearing about fadeout challenges and the ability to be able to only book a
limited amount of color throughout the day. TCA fast processing and great color
retentive properties solved that challenge.
Your hair color products appear to be a necessity for colorists; are they?
DB: Our products are a necessity if a colorist
wants to make more money cleaner, faster and more efficiently with their color
services. How can you not want to use a product (TCA, The Color Accelerator)
that virtually eliminates color fadeout and has the ability, if the colorist
chooses to shorten their processing times to third of what they currently are?
What do you find most gratifying in serving the hair
color market?
DB: Hair color is
still one of the best growth categories in the beauty industry.
Seeing young
stylists to seasoned veterans able to grow their color clientele, using our
POWERTOOLS line of color assisting products, gives me a humbling amount of
gratification.
How has your innovative formula “TCA” and fast color, changed our industry?
DB: The change is that now stylists
have options when it comes to their color services including fast color. Fully
booked stylists needed a way to fit in more color services. This ability to
process fast is very important especially with late arriving customers, lunch
time appointments, and busy stylists looking to increase their services and
income – all without taking on additional lines, expense or more shelf space. It
allows the stylist to derive more income from their color services, including an
increase in the number of clients they can service per day, while giving the
client more value for their dollars spent.
How do you overcome skepticism or myths about The Color Accelerator in terms
of it potentially damaging hair or altering color results when speeding up color
processing?
DB: Some of the thanks goes to Haircolor and
Design magazine and its technical articles. A recent article talked about the
stability of heat with hair coloring. Our TCA works in
conjunction with either body heat or a plastic processing cap or under a low
heat dryer with a plastic cap that has pre-punched
holes in it. What most people don’t realize is that a dryer set on low only
heats up to approximately 10 degrees above whatever the salons temperature is
at, a temperature way too low to do any damage but enough for TCA to work its
magic. The testimonials from around the world can be found at our website
www.DennisBernard.com. We always offer a
free sample so stylists can experience TCA for themselves; we know if they use
it correctly they are customers for life.
What is TCA and your Powertools line unique selling proposition that gives your
brand a sustainable competitive edge?
DB: It works! We have thousands of
testimonial’s from stylists worldwide attesting how TCA and the POWERTOOLS line
have increased their service revenues while solving the every day challenges
they face in color/chemical servicing. Our sustainable competitive edge is the
fact that are products keep hair in great condition while producing a higher
quality service.
Who are the key members of your management team and their titles?
DB: My brother Jeff Campanaro is VP
of Sales, DJ Durante is VP of Schools Division, Joseph Santy is VP of Education,
brothers Mario and Eugene VP’s of marketing and operations.
For a number of salon brand manufacturers, trade show participation is an
important aspect of marketing and selling strategy. At Dennis Bernard what role
do salon trade and dealer shows have?
DB: At DBI trade show participation
is omnipotent. Our distributor base warrants that we participate in all local,
regional and national shows. Shows to us are another facet of marketing, and
very important. We make new contacts as well as service existing clients
providing added education to go along with our products.
What type of educational/product knowledge and training programs do you provide
and who is in charge of this important aspect of your business?
DB: We have hired Joe Santy, a salon
owner, stylist and educator for over 30 years, the majority being with Matrix
Essentials as our Vice President of Education. His duties will be to oversee our
technical teams and to write and implement education that benefits the stylists
and salon owners from a technical as well as business perspective. This year we
had technical and business related education at all major shows.
What is your long term vision for
education?
DB: Education should be about
improving the lives of stylists and keeping them excited about our industry. My
long term vision is to raise the bar educationally for all stylists who attend a
DBI presentation providing inspiration and giving them a new plateau to aspire
to.
I understand Dennis Bernard uses a network of distributors to sell its products
to the salon industry. Tell me about this important part of your business
including the number of distributors in your US network?
DB: We have distributors
throughout the world that we turn any incoming business for their areas over to.
In a few rare cases where there is no distributor, we will service the account.
When a distributor is established we turn over those areas accounts to them. The
good news is that once an established distributor becomes aware of our products
in their area they will inquire about taking on the line. Interestingly, we do
have a small number of successful stylists who have started their own
distributorships after using our products in their salons. We have let go large
distributors for smaller ones who give our loyal stylists and salons the service
they deserve. Our only concern is that we want our clients educated and serviced
properly.
Why do you think you have been so successful obtaining distribution during these
difficult times of consolidation?
DB: Innovative products are always
needed especially in a changing industry. Our products are of a better quality,
at competitive prices. This is always a major factor in any distributor’s
decision making process. Giving our distributor’s excellent customer service,
backing up our products with extensive marketing, going the extra mile, all
helps to spread the word. We are continuing to add new distributors while still
increasing sales for our existing base.
Describe your ideal distributor, what are the key success factors you look for
in selecting a distributor partner?
DB: All my distributors partners are
good. There are certain characteristics I see in some DSC’s that would be
welcome in others i.e. how some DSC’s crave education about lines they carry vs.
ones looking to just go in and get their order. The key success factor I look
for is simply a distributor that has its heart in our industry and the will to
work to make it happen.
How is your sales organization structured? Do you use factory sales personnel or
use independent sales reps?
DB: Our sales organization is
structured around the full service distributor. We do use our in house sales
force to detail independently then turn over that business to our local area
distributors. We do have independent sales reps in our Total Image division.
Describe Dennis Bernard international business?
DB: We currently sell in other
countries and we hope to grow that business in the future.
What is the company’s ecommerce initiative?
DB: Our web site has been up five
years and is a great source for all our education materials including books,
banners, DVD’s and posters. We follow through by constantly updating the site.
Any new products you’re ready to talk about?
DB: This quarter our Smart Solutions line is
launching FLP, Foam Lift Plus Color Hold and FMP, Foam Mousse Plus Color Hold.
Both products contain our proprietary blend of plant extracts for color hold and
they are paraben-free. FLP presents a new twist in the root lift category, I
will be so bold to say it is in a category of its own. FLP will produce
tremendous lift in the root area, and if combed through after being applied,
will give the rest of the style incredible support. The new twist is its
performance on fine hair along with its aerosol delivery system.
With FMP we took all the issues we were hearing about with traditional
mousses- they are too heavy, too sticky, makes the hair feel dirty, etc. and we
formulated a weightless foam. FMP gives the hair volume while keeping a natural
feel and it is concentrated so a little goes a long way. The formula is also
humidity resistant for all types of hair and climates.
What trends can you predict for 2008?
DB: The
biggest trend I see is the industry getting back to salon usable education. This
includes education from a business and people skills standpoint. I have seen
talented stylists with no people skills bomb out in the industry. At the other
end is someone with weak technical skills and a great personality making a good
living. The balance between business and people skills is what
I feel will
reignite the industry.
How do you keep coming up with ideas?
DB: Watching,
listening, reading and talking to a lot of people in and out of the industry.
You never know when one idea will lead to something totally unrelated that can
solve a challenge or create a whole new market. An example would be how some
stylists use Sweet and Low in color/bleach to stop burning; this led to the
development of our STB, Stop The Burn. First of all, we knew once the
color/bleach is applied you can’t shake a packet of Sweet and Low over the
clients head to stop any irritation, so we came up with a formula that would go
through the color/bleach on the scalp without affecting the processing to
eliminate itching and irritation or it can be mixed right into the formula.
What makes you see opportunities that others may not see?
DB: I think any one’s ability to see
opportunities where others may not see, comes with experience and focus which in
turn creates awareness. Having been in the industry so long and building Dennis
Bernard Inc. years ago, literally starting at my kitchen table, has honed my
awareness for endeavors/products that I would like to pursue. It’s like when you
buy a new car and all of a sudden you notice cars of the same model driving by
you. Any stylist with focus and awareness can go far in our industry.
Tell us about the “Smart Solutions” concept in hair
care?
DB: “Smart Solutions” plant extracts
help hold hair color longer. They are made from high quality ingredients
containing three plant oils and five plant extracts. They are highly
concentrated products in attractive packaging, at a price stylists and their
clients will love. Our plan over the next ten years is to drive Smart Solutions
through education. This will benefit stylists and their clients along the way.
We will maintain our strict no diversion policy, keep our family business
privately held, insist on distribution network compliance, and continue to grow
our commitment to education.
How do
“Smart Solutions”
products prevent or deter color fading?
DB: All of the Smart Solutions products contain
a proprietary blend of plant extracts for color hold. Plant extracts envelop the
hair to prevent fadeout and like plants the hair is kept supple and
controllable. Taking that one step further our DCS, Dual-Action Crčme Shampoo is
a true sulfate-free shampoo that cleanses the hair without doing any damage to
the color. Using DCS will enhance the color and shine.
What are “PowerTools”…for professional hair color?
DB: All our “POWERTOOLS” products are
niche items that work in conjunction with other manufacturers color/bleach
products, making their products work better, faster, and with more profitability
for stylists. They are engineered to be easy to use for the stylist, at a low
cost for maximum profits to the salon and provide the optimum in end results for
the client. They are a win-win for all concerned.
What is your “Total Image” division and what does it offer our
Industry?
DB: “Total Image” started as our
salon and chain business. Today this division serves as our distribution network
for reception area books, magazines, education books, videos and DVD’s. We have
recently included beauty school education within this division. Presently, we
are educating the schools that include our products in their curriculum as to
the benefits of how they will help their future graduates in their careers.
What’s your company’s biggest challenge in 2008?
DB: The challenge for anyone reading
this is to keep growing during these economically pressed times. We are
comfortable that our growth experienced during the last years will continue as
word keeps spreading of our stand out products, thus making our challenges
easier.
In your opinion what is the salon industry’s biggest challenge in 2008?
DB: There are two, first being, the
never ending diversion problem that’s hurting our industry and stylists
everywhere. It hurts me when I walk through a supermarket or drug store and see
product lines that I helped grow when I was behind the chair. How much money
has been taken out of our industry by these lines? Stylists want a company that
they can trust to keep them first. Secondly, the new thing, the new look, the
new tools that drive business, they are not there at the moment. They helped to
make our industry thrive and move forward. I don’t think these catalysts can be
sparked through large corporations due to scale and red tape. Instead, I believe
it will be through hairdressers like me, and smaller companies that will take
the lead with innovative ideas and being able to release breakthrough products
at a faster pace.
What trends are having a positive affect on the salon industry?
DB: The increase in education from a
business and people skills standpoint. I have seen talented stylists with no
people skills bomb out in the industry. At the other end is someone with weak
technical skills and a great personality making a good living.
Diversion continues to plague the beauty industry. What can your company offer
differently that salons haven’t heard of or tried?
DB: As a salon owner and stylist, I
have found the best way to fight diversion is to “ride the wave” and grow with
companies that have proven records of longevity and new ideas. Growing with a
company like ours, that is on the rise with good history, will eliminate any
diversion problem for years to come. The profits are kept in the salon and
stylist’s pockets. The product lines our salons grew with, eliminated any
diversion problem we encountered, and kept profits in our salons for well over
15 years, before diversion was a challenge to the extent it is today. Today,
salons and stylists everywhere can fight back and make that same point, by
sending corporations that cannot control their diversion problem a message and
move their purchases and business elsewhere.
Your Company strives to partner with salons. Tell me about some of your
marketing initiatives to further this important company goal?
DB: We want to partner through education. With the release of our “Smart
Solutions” line we have contracted Curtis Foster, a dynamic young stylist with a
great look and the ability to really connect with stylists of any age group. He
has kicked off our spring shows as well as will
continue in our fall shows. Our educational goal is to give stylists practical,
timesaving salon friendly service techniques. We hope to motivate them to attend
hair shows again and walk away with education that can be immediately usable
behind the chair. Our "800 Hotline" is always available to answer any technical
questions the stylists may have about any of our products. Joe Santy, our
Vice-President of education has been building our educational team and
communications to accomplish our goal of being a resource to stylists of all
levels. What is close to my heart as the president of DBI and a former full-time
stylist, will be to help stylists build greater service incomes, and to keep our
products diversion free. Keeping service and retail profits going to stylists
and salons will mean growth for all.
Expand on what you meant by motivating stylists to attend hair shows again?
DB: It is no secret that
attendance at hair shows has been declining for a number of years. This
validates that stylists are not receiving any perceived value from attending
shows to keep their careers growing. When asked, the majority agree, that
manufacturers have gotten too far into the entertainment business with regards
to education, forgetting that salon owners and stylists want a return on their
time and money for attending a show. The way this is accomplished is by sharing
with them how to make more money and to save time with their income producing
services, such as cutting, coloring and styling. We must bring the focus back
to the stylist needs and what it takes to help grow the salon business.
What do you sense on the hair color horizon?
DB: Advanced color techniques and tools
will continue to make their rounds and I see organic compounds that are
eco-friendly to propel the color ingredients of the future.
What vision can you offer the
industry?
DB: Being in this industry from such
a young age, I have been able to follow the trends and found that what were
called the “good years” was when new concepts, tools, and what I would call a
“cloned look” i.e. Dorothy Hamil, Farah, Rachel, etc. were the rage. From the
manufacturer to the distributor onto the salon and stylist, everyone made money
and was busy. Customers were happy to visit salons more frequently and liked
being in a trend or look, and gladly paid to be part of it. I believe in
business cycles and the time is coming for the upward trend we all need and want
so bad. I believe innovative people, not yet recognized, and smaller companies
like Dennis Bernard, will step forward and construct an attractive vision and
plan for the industry, lasting for years to come.
Have you had any mentors in the pro beauty biz, and if so who are they?
DB: My father and older brother
Michael, who have both recently passed away, were instrumental in my being in
this industry. They helped me grow both as a person and as a business man. It
was funny, me being the boss and in reality I was learning the business from
them. I am sure their influence will always be a part of me. The legends Jheri
Redding, Paul Mitchell, and Arnie Miller were also big influences. I had the
pleasure of sitting with Arnie Miller on a flight from Los Angeles to Cleveland,
with Arnie explaining the industry’s future and how a small company like mine
could still make its mark. That two hour conversation years ago is forever
embedded in me, I will never forget it!
What is the best business advice you ever received, and who was it from?
DB: “Never, Never, Never Give Up”,
was my dad’s creed and something I live by.
What fueled your passion for
hair care?
DB: My fuel is my love of the beauty
industry. My company is made up of family and friends that I enjoy working with
and being around. Professionally, we all have a common goal- it doesn’t get any
better than that!
What inspires you?
DB: Meeting and speaking with thousands of
hairdressers worldwide is my biggest inspiration. The feedback and ideas that
are shared with me are the seeds that help grow my company.
What product are you proudest of?
DB: Well, TCA, The Color Accelerator has a
special place in my heart because my Dad helped me with its development. We had
a dream of one day being able to make a difference in the lives of stylists
because we were working stylists and appreciated how hard people in our industry
work. Our dream was to come out with a product that would increase the service
revenues for a stylist, TCA filled that wish. I was glad my Dad lived to see TCA
come out and he would be really excited today to see its success.
What has been the highlight of your
career to date?
DB: The highlight of my career to date has been
the development of TCA (The Color Accelerator). TCA's success has taken my
company to a whole new level. Seeing stylist's grow their businesses through
"Fast Color" and reading their testimonials is a highlight every day.
What would BIR's readers be surprised to learn about you?
DB: Underneath my hard
exterior, I really am compassionate.
If you
weren't in the beauty business, what would be your dream job?
DB: Though I couldn’t imagine
life without being in the beauty industry, playing second base for the Yankees
would be a dream job for me.
Do you have any advice for aspiring
beauty industry professionals?
DB: Never,
never, never give up was my dad's creed and something I live by. And if I can do
it, I know aspiring professionals can.
Where do you hope to be in 5, 10 or 20
years?
DB: Like my father was, I am in this
industry for life. I can't picture deriving this much satisfaction or having as
much fun as this industry provides from any other industry. Five, ten or twenty
years from now I hope I am still continuing to grow, helping as many stylists as
possible to better their service and retail businesses.
Anything you would like to
address that I have not asked?
DB:
Every morning when I get up I repeat to myself,
"The best is yet to come."
A positive attitude, hard work and belief in what you're doing is my formula for
success and I know if I can do it any stylist can!
To reach Dennis Bernard email
him at
Dennis@DennisBernard.com or visit www.dennisbernard.com
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