LaunchPad - February 2012 - (Page 62)

VIP Power Play Patrick Dockry, president and cofounder of Enjoy Haircare, lives by—and spreads—a creed of self-empowerment. Patrick Dockry (left) jokes with Real Housewife of OC and Health Beauty Life Magazine cover model Gretchen Rossi Patrick Dockry’s passion for hair got an unlikely start when, at 16 years old, he worked with then-upstart company Creative Nail Design, mixing nail polish in the founder’s garage and attending beauty shows to hawk the hues. After leaving cosmetology school as an aspiring hairdresser, Dockry worked as a sales rep and educator for various distributors and owned several salons and beauty supply stores. That is, until he officially pinned down his calling when he cofounded Enjoy Haircare in 2001 (enjoyhaircare.com). “At the time, no one cared about product pH stability—which is a contributing factor to how well haircolor holds—so that was definitely a challenge,” he recalls from his Oceanside, California, headquarters. “But our motto has always been ‘hairdresser power’—empowering the hairdresser with easy-to-use products that guarantee color and do what they promise.” The company, which started with five formulas, now boasts 30-plus care and styling products, a full color line, skin care (Skinjoy), a nontoxic smoothing system, and soon-tobe-released semipermanent shades. Dockry also recently entered the publishing game with Health Beauty Life Magazine, distributed to 30,000 salons, cosmetic surgeons and dentists for clients to peruse while they wait. “Placing ads in consumer magazines was cost-prohibitive, so I thought, ‘What can I do Enjoy Haircare headquarters in Oceanside, California 62 BeautyLaunchpad.com 2.12 Images: courtesy of Enjoy Haircare with my budget?’” Dockry relates. He admits he’s the type to do things himself rather than depend on outsiders— evident in his decision to take his company from a distribution model to direct sales, the biggest challenge of his career. In accordance with his message of selfempowerment, he also holds regular “hairdresser power seminars” around the world, educating on topics from cutting techniques to better time management. This year, he expects to expand the brand to all 50 U.S. states and go worldwide. Luckily for Dockry, his breakneck schedule remains one of his greatest pleasures. “My job is my hobby; I combined all the things I like and made them my work,” he laughs. “I can’t relax—that’s not me. I work hard, but I don’t consider it work.” —Tracy Morin http://www.enjoyhaircare.com http://www.JATAI.net http://www.JATAI.net http://www.BeautyLaunchpad.com

Table of Contents for the Digital Edition of LaunchPad - February 2012

LaunchPad - February 2012
Contents
Editor's Notebook
In Touch
Runway Report
Star Struck
First Look
First Person
Inside Story
Brand New
Color Lab
Tool Talk
VIP
20 Questions
Salon of the Month
Beauty 911
Saving Face
Quick Tips
Only Hue
Headlines
Free Launch
Portfolio
Dry Spell
The Devil's in the Details
Disruptive
I.Site
Advertiser Index
Look of the Month

LaunchPad - February 2012

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