NLCA - ISSE 2010 Post Show Release

NLCA - ISSE 2010 Post Show Release
40,000 Beauty Professional's Set Record Attendance at the 2010 International Salon & Spa Expo

NLCA headquarters, Las Vegas, NV. February 25, 2010 - Exceeding all expectations, a record 40,000 beauty professionals attended the International Salon & Spa Expo (ISSE) January 30 - February 1, 2010 in Long Beach, California. Produced by the Professional Beauty Association (PBA), the phenomenal attendance numbers, up 21% from 2009, combined with a wider array of educational opportunities and first-class exhibitors, reaffirmed ISSE's position as the West Coast's largest and most influential professional industry event. Featuring 397 exhibitors, the positive numbers and better-than-expected sales proves the beauty industry is resilient and provides a positive indication for the future.

This year marked the 2nd anniversary for the National Latino Cosmetology Association (NLCA). Julie Zepeda, licensed cosmetologist of 30 years founded NLCA based on her dream to unite her culture in the beauty industry. Their vision is…“Dream, Connect, Succeed, and Belong – Together, we can turn your dream into a reality.” Since 2006 NLCA has played a role in the ISSE by providing talent and education focusing on prominent Latinos in the industry. One in ten US businesses is now owned by a Hispanic American.

Zepeda states, “Relationships are key to the Latino culture and preserving our culture with color and flair in the beauty industry is of paramount importance…we are dreaming the dream into reality through beauty.” With the projected purchasing power of $1.3 trillion dollars for Hispanic Americans by 2015, Zepeda is organizing Latino beauty professionals to capitalize on their strengths to enjoy a piece of this demographic power.

This year in the Latino Fashion Theater:

Marcel Munoz, founder of Heads-Up with Marcel, a national and international educator for the beauty industry professionals and students, presented “ViVa Kahlo” as a tribute to Frida, her flair, her sense of style and passion for art.

Latin Fashion Worldwide 2010
Alfaparf Milano of Italy, known for fashion colors and couture hair designs presented their latest trend collection “SURREALISM” . The collection was presented by John Frank Velez an Alfaparf’s hair artist located in the United States. Surrealism escapes into fantasy...inspiring a new sense of creative boldness for those who are ready to embrace a new reality!


NLCA educates at ISSE workshops included:

Celebrity stylist Clark Russell, dedicated to “Making the world beautiful, one client at a time” was NLCA’s guest host for Latin Fashion Worldwide and spoke about the type of marketing efforts that worked in his salon as well as the benefits of belonging to NLCA. Clark, a frequent guest artist on the Style Network and Oxygen Channel, tells clients of all cultures and flavors, “never forget who you really are…don’t ever try to be anybody else.”

Miguett Cosmètica International of Mexico had a booth and classroom. They infuse their cosmetics and skin care with gemstones and botanicals to enhance beauty from nature. Their unique “Laser” Mask provides the benefits of laser without the invasion to the skin providing immediate visible benefits by softening the lines and skin surface.

Linda Sierras Bertaut founder of Bertaut Beauty, shared the system she developed for personality types based on a blend of Eastern wisdom and Western knowledge called “Chakra Personality Types – Choosing the Best Salon & Job for your Personality”
Bertaut, an esthetician of 25 years is an award-winning beauty expert, author and educator.

Dr. Manuel Escalante, NLCA advisory board member, spoke about his specialty “Promoting & Marketing Your Salon to the Hispanic Market.” Born in Costa Rica and educated in England, Mexico, and the U.S.A., Dr. Escalante brings a global, hands-on approach to marketing and consumer strategy. Escalante shared updated statistics and how to attract your share of the Hispanic market. He states, “People do not buy brands, or services or products; people buy a perceived satisfaction for what to them is a very real problem.”

Sonia Pinal from the American Cancer Society did a presentation about their beauty program for cancer patients, “Look Good Feel Good.”

Now is your time to reflect on your professional values and goals and get involved with the world’s first Latino professional beauty organization. There will be exclusive opportunities for NLCA Members to work with some of today’s most renowned beauty industry professionals. To join NLCA contact toll free 877-658-3801 or go to their website www.NLCAmerican.org