Q: Name, Position, Years with LP, Years in the industry.
Tina K. Yasin. Prestige Account Manager in Orange County, California. I’ve been with LP since 2005, 5 years. I’ve been involved in the beauty industry since 1996.
Q: Team members can come from all walks of life, they have many talents, tell us about your background and how you got interested in working in the professional salon industry.
I received my Cosmetology license in high school in 1997, and then worked behind the chair during college as I achieved my Bachelors in Marketing & Communication Studies in LA. While living in LA, I would get my hair done at Fred Segal Beauty where I fell in love with Kerastase, Paris, there was nothing like it on the market, pure luxury. I then decided to combine my degree’s (Cosmetology & BA) and work for Kerastase, which I immediately did in the SF Bay Area, then moved back down to LA while I continued to work for them, then transferred divisions to LP.
Q: How do you stay on top of your game as a resource to your salons and what are some of the resources you rely on?
I pride myself on staying on top of the beauty industry, its trends, and what’s in the now. I do so by subscribing to every American and European trade magazine as well as consumer magazines (Modern Salon, Estetica, LaunchPad & Allure, to name a few). I receive knowledgeable information that I can share and even inspire salons with, from industry trends to statistics. On-line blogs and beauty industry sites are also just as valuable (WWD.com, BTC.com & Bellasugar.com to name a few).
Q: How do you keep your salon teams informed and motivated?
I keep my team and salons motivated by sharing industry information that can launch them to the next level. To a DSC, it can be helping them with public speaking or a simpler skill such as how to listen. For salons, it’s through education to inspire and using our amazing promotions and marketing tools to drive sales. Communication is key; I am in constant communication through email, phone and meetings/visits.
Q: What does your ideal salon look like?
My ideal salon works closely with myself, the DSC and LSEC to continue to strive for superior success and never settle. They are Black Elite and carry all my brands, are an industry leader, are motivated, love and thrive off of education (& continued education), operate their salon like a well run company and not through emotion.
Q: How do you ensure that when you visit your salons, they have the best experience possible each and every time you visit?
I make sure I offer a full service approach, just like I educate them to do in their own salon. It starts from the beginning when I walk through the door by greeting everyone by name, follow up on anything promised, and always have something valuable or inspirational to share.
Q: What was one interesting thing you heard lately while visiting a salon?
“INOA is everywhere!” It’s such a great thing to hear, which I have been continuously hearing. The press and marketing behind INOA has generated such a fascinating buzz and has created excitement and awe. I then tell them we have just scratched the surface...
Q: What is something that surprised you lately?
Something that worked surprisingly well was recently working with my DSC team and explaining how simple it is to turn a salon into Black Elite. I merely broke it down to the ridiculous, by taking how many stylists in a salon, working X many days, purchasing X dollars to reach the goal. They each were elated to see how easy it was to accomplish and are sharing with salons that are just as jubilant!
Q: Give us an example of a challenge you came across in a salon and what role you played in overcoming the challenge?
A recent challenge was INOA not covering white. I received a phone call from a high profile salon who wanted to return their kit. I immediately went to the salon to rectify the situation, I made my rounds and spoke to the owner, manager and every colorist in the salon to hear them out, then came up with a solution. I first found out through discovery that it was human error, I went from there. By them trusting me and my knowledge, they gave INOA another try through a tech day and were very satisfied.
Q: What salon related accomplishment are you most proud of right now?
Recently turning four salons to Black Elite within two months.
Q: What is one trend (good or bad) that you see with salons right now and what are you doing about it?
One huge trend that has blown up is straightening services (Brazilian Blowout, Coppola Systems). I am leveraging both Serie Nature and our new Vitamino Color Sulfate-Free shampoos as catalyst’s to cannibalize their [the straightening line’s] own retail brands. Not only are our shampoos safe to use after these treatments, but I show the salon the value of using more LP through Elite and loyalty.
Q: Please share a snippet of wisdom/encouragement that you would like to impart to the team.
I always tell my team communication is key; listening is a virtue and never let the word NO discourage you. Without exceptional communication skills or excellent listening skills, I could not successfully do my job and if I let the word no inhibit me from doing my job, then I wouldn’t have half the business I have.