Beauty Link - Volume 5, Issue 1 - (Page 38)

MULTICULTURAL CORNER Have Cosmetology License, Will Travel BEAUTY HAS ALWAYS Salons that seek to serve multicultural audiences should create marketing programs that reflect diversity. This might include mentioning that your school has bi-lingual stylists and certainly including photos that reflect diversity on the school’s website. BY SUSAN MILLER been a welcoming career for those who dream of experiencing different cultures. International hair shows, fashion events and editorial shoots are a few events that introduce beauty professionals to various cultures. How can a new beauty school grad interested in multicultural work turn their dream into reality? Mercedes Urquiza Parrilli, a hairstylist with George the Salon in Chicago, has directed fashion shows throughout North America and around the globe. Since the age of 19, she has worked at beauty and fashion events in some of the world’s most glamorous destinations including Buenos Aries, London, Paris, Hong Kong, Rome and Madrid. Mercedes shared some insights with BeautyLink about how students can pursue opportunities working with various cultures around the globe. Mercedes said joining a company deeply committed to training is a good fi rst step. As a new beauty school graduate, she began working as a stylist with Tricoci Salons in Chicago, eventually becoming the education director for Elizabeth Arden Red Door Salon and Spa in Chicago. Mercedes began developing connections with professionals involved in fashion and editorial work around the globe. She cultivated a relationship with the creative director at Tricoci Salons and attended beauty events where she met others who worked in the industry. “Creative directors, photographers and educators can all open doors of opportunity,” Mercedes said. Volunteering provides further exposure to local, national and international contacts. “Find out what events are coming to your region and then volunteer to assist. It’s a great way to make connections and build relationships,” Mercedes said. She added that professionals will take note of volunteers who demonstrate a strong work ethic. “Asking lots of questions and working really hard are two things that will make a student stand out,” she said. Continuing education is also important for licensed hairstylists who aspire to do international work. Mercedes studied at the Vidal Sassoon Academy in London. “The city of London is a great venue for learning about trends in Europe, and you won’t have the language barrier to contend with,” she said. She recommends students consider a continuing education program after two years working in the industry. Beyond skills learned in professional development academies, hairstylists working in different cultures will develop an appreciation for the beauty nuances that characterize different cultures. Mercedes notes that South American cultures, such as those in Argentina, tend to favor hairstyles that are very feminine and classic. Beauty shows in Italy tend to favor a look that epitomizes Italian glamour—think Sophia Loren. And in Miami, beauty is all about daring and pushing the limits of style. It’s not enough for stylists to appreciate different cultures and their beauty preferences. The Professional Beauty Association notes that beauty professionals should communicate their multicultural expertise. For example, salons that seek to serve multicultural audiences should create marketing programs that reflect diversity. This might include mentioning that your school has bilingual stylists and certainly including photos that reflect diversity on the school’s website. Similarly, retail products created for polyethnic hair that match the beauty care needs to the clientele should be offered. Marketing multicultural beauty expertise—whether it’s styling the fi ne, silky hair or coarse, textured hair of various ethnicities—can differentiate a salon from its competitors. While your school’s budget probably won’t permit a field trip to an international destination, you can invite a multicultural beauty expert into the classroom to discuss how beauty is changing around the globe. In an era of globalization, beauty is a career that offers a world of opportunity in the multicultural marketplace. Susan Miller is editorial director for BeautyLink magazine. The online course CS102 - Empowering Students to Find and Secure the Right Job is now available on the AACS Online Training Center at Members call AACS at 800-831-1086 for your VIP Discount Code. Visit the following URL to learn more about this course: Learn More 38 | B E AU TYLINK | BA CK TO B ASIC S | 2013

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