Beauty Link - Volume 5, Issue 1 - (Page 32)

AN INDUSTRY WHERE IMAGE IS EVERYTHING BY AMY DREW THOMPSON T he first thing you need to know about the cliché of the good first impression is that it’s not a cliché. “When a potential client or employer meets you for the first time, [he or she has] formed an opinion about you within 30 seconds,” says Kendall Ong, owner of the Mane Attraction Salon in Phoenix, Ariz. “Your body language and how you are dressed can have a huge impact on how that relationship will develop or even whether it will continue at all.” The facts back him up. A relatively recent study by psychologists at Princeton University shows that, fairness notwithstanding, it takes just a tenth of a second for us to make up our minds about people. Results show that people make judgments based on attractiveness, likability and competence, among other things. And in an industry where the emphasis is on all things aesthetic, the ante is upped. Image really is everything. “You have to walk the walk. Beauty, fashion, hair, it’s all part of creating an image. If you want to be considered an expert in recommending and designing an image for your clients, your image must be on point,” says Ong. “You would never trust a dentist with bad teeth. Why would a client ever trust a stylist with a bad image?” That said, image is a sensitive topic, even among those in pursuit of a career in the field. Though steering students toward image consciousness is a potential minefield, it is still a teacher’s duty to serve as both guide and example. Schools and administrators often have concerns about how students dress and style themselves, says Tamra Nashman, who has spent some 25 years teaching people how to land the jobs of their dreams, “[They worry that] students don’t understand that the way they dress speaks volumes about their level of professionalism.” Dress codes, though often unpopular with students, do not create a serious deterrent to enrollment, notes Nashman, who touts them as essential. “Requiring students to adhere to a written dress code while attending school will certainly get them thinking about their appearance and its consequence on their future.” In addition, “classes on appropriate dress for both the interview process and the workplace should be taught in all cosmetology schools.” “Fashion is a big part of our industry,” says Jim Yates. “It is so important for teachers and students to be aware of all the new fashions and trends, not only in haircuts and products, but in the way people dress today—and will tomorrow.” Yates is president and CEO of the Southern California-based Nuts and Bolts Training, which helps cosmetology and aesthetics schools prepare students for success. That said, he agrees with a need for guidelines, recommending a color code that can be mixed and matched easily and inexpensively while still allowing them to be in touch with their imagination. “Jewelry, shoes, belts, and bags are all ways to individualize a look while maintaining a dress code established by a school,” Nashman adds. School needs to be fun, says Yates. “And in such a fabulously creative business, we don’t want to corner a student in a way that 32 | B E AU TYLINK | BA CK TO BASIC S | 2 013

Table of Contents for the Digital Edition of Beauty Link - Volume 5, Issue 1

Message from the aacs president and cea co-chairs
Consider this
In-Depth Report
Be Your Best Educator
Superstar graduates
A Wish for Wellness
Beauty changes lives
Perception Is Reality
Step by step
Veterans and Our Industry
Do You Manage or Lead
Multicultural corner
What’s in a Grade?
Basics of Beauty School Budgeting
A Little Friendly Competition
A student’s perspective
Reality Check
And then there’s compliance
Beauty School Boot Camp
Associate member profiles
People & places
New products & services
Upcoming 2013 events
New school members
Index to advertisers

Beauty Link - Volume 5, Issue 1