novalash newsflash

March 2011

letter froM sophy Merszei

Last year was a big year for NovaLash. We decided as a company that many changes were to be made, many new avenues were to be pursued and many new faces were to be added to our team. I am happy to announce that we have successfully done all of the above! The eyelash ex-tension industry is still a baby compared to the other sectors of the beauty industry, so we

still have a long way to go, but each day the industry is expanding exponentially!

This past year NovaLash has won 3 awards, started dis-tribution in 4 other countries, launched a lash extension curriculum for beauty schools, participated in Fashion Week and Super Bowl events, trained thousands of new lash artists and are looking forward to launching new products, new client programs and more.

NovaLash wouldn’t be where we are today without my amazing girls here at the corporate headquarters. I am blessed to have such a dedicated, hardworking staff who love the beauty industry and truly care about the future of lash extensions. I want to thank everyone who has helped NovaLash expand and succeed including my lov-ing, supportive family, our trade publicist Joni Rae & As-sociates, LaunchPad Magazine, Modern Salon, American Spa, Mike Nave, Bellus Academy, AWSP, Virtuoso Graph-ics, Looper, Reed & McGraw, all of our wonderful trainers, talented lash artists and beautiful lash fanatics.

I wish you all much success this month and highly suggest taking advantage of the amazing specials we are offering right now!!

Best Lashes,

Sophy Merszei President of NovaLash, Inc.

EVENTS CALENDAR

March 16Bellus Industry Appreciation Par ty in San Diego, CA

March 20Advanced Training Seminar in Houston, TX

March 27Advanced Training Seminar in Las Vegas, NV

MARCH SPECIAL

Offers only redeemable through phone orders.866-430-1261

spend $100 or More

FREE pack of postcardsPromote your salon &

novalash services!

spend $250 or More FREE pack of postcards & FREE pot of natural curl .25 lashesPick your length and start lashin’ away!

spend $500 or More FREE pack of postcards &

FREE pot of mint chocolate chip CANDIED LASHES!

Perfect for St. Patty’s Day & Mardi Gras Yay!

LASH ARTIST OF THE MONTH

Marilyn Burr Beyond Beauty EssenceWo o d l a n d H i l l s , C A

Marilyn Burr spent her first 20 years after college in Corporate Finance with a Masters in Finance. During that time she realized her true passion was helping others look good. Marilyn was also intrigued with Beauty. She was always helping her friends with

makeup and eyelashes, especially with the eyelashes.

Marilyn decided 6 years ago to make a huge ca-reer change from Finance to Beauty and put herself through beauty school in the evenings to receive her esthetician license. All through school she was known as the Lash Queen; everyone in school had gorgeous lashes due to her. After she passed her state board she immediately started renting a room in a salon in Tarzana, California. She also started taking continuous education courses on skin and that’s when she found Novalash Eyelash Extensions. After practicing on all her old classmates she built up a decent clientele just for eyelash exten-sions. After some time 65% of her business was eye-lash extensions.

Two years ago she decided to fly to Houston, TX to take the advanced training class with Sophia Navarro to learn how to become an even better extensionist. She learned how to speed up her application time, apply bottom lashes and candied lashes, and was now recognized as an advanced lash artist on the Nova-Lash website.

Last November, Marilyn opened her own salon in Woodland Hills, CA called Beyond Beauty Essence. Today she has a small, warm and comfortable salon for her clients to enjoy and is now a proud business owner.

Marilyn’s celebrity clients include Tatyana Ali, Julie Newmar, Tami Erin and top media including Giuliana Rancic’s Fab Fit Fun editor-in-chief and editors from Beauty LaunchPad Magazine. Marilyn was selected as a top lash artist to represent NovaLash at Fashion Week Miami Beach and as a Celebrity Choice Salon at Super Bowl 2011 in Dallas.

Thank you for representing the NovaLash family on the red carpets of Hollywood! Congratulations on being our March 2011 Lash Artist of the Month!

For more information about Marilyn Burr visit www.beyondbeautyessence.com

CELEBRITY CHOICE LASH ARTISTS

Alicia Hunter Alicia Hunter has established herself in the entertainment industry as the go-to lash artist in Miami, NYC and Atlanta. She has participated in Fashion Week Miami Beach, New York Fashion Week and Super Bowl 2011. Her celebrity clients include professional athlete’s wives, international supermodels, fashion designers and more. At Super Bowl she lashed girls from InTouch Magazine & a few pro wives!

Alicia graduated from Palm Beach Academy of Heath & Beauty with an esthetician license in 2003. She took her basic training with Novalash in 2006, started her own lash business in 2007 and took her advanced training in 2010. She has been featured in Good Housekeeping, Beauty LaunchPad and more. Keep an eye on her as she continues to lash red carpet beauties around the country! Private Appointments Onlywww.aliciahunter.com www.facebook.com/aliciahunterlash www.twitter.com/alicianovalash

Joanna Roche Joanna is originally from Newfoundland Canada, and moved to Orange County eight years ago from Vancouver. She moved to the states and started working in the financial industry, but soon realized that she needed to find a career she loved in order to never work another day of her life. She started her own airbrush tanning business and then explored into the eyelash extensions. She took her basic training course in 2007 and her advanced training course in Vegas with Sophia Navarro in June 2010.

“I fell in love… it was an art I wanted to perfect... especially after seeing what other eyelash extionsionists were doing out there; I have had to fix some awful applica-tions. I can say that I love what I do and it never feels like work.”TEK Salon & Spa in Costa Mesa, CAwww.prettywinks.comwww.twitter.com/prettywink

Michelle MirizioMichelle is originally a Jersey girl but now resides in Palm Beach, FL where she owns a cosmetic distributing company called Let’s Talk Makeup. She is a NovaLash instructor and also is Frederic Fekkai’s exclusive lash artist. She has participated in Fashion Week Miami Beach, Super Bowl 2011 and even traveled to the Cayman Is-lands to represent NovaLash.

Michelle attended Madison Beauty School in New Jersey and started with NovaLash in 2006. She has been featured in Simply The Best magazine for her lash artistry and continues to travel from Orlando to Miami teaching new lash artists the NovaLash technique -- she’s taught over 100 classes in her career! Frederic Fekkai in Palm Beach, FLwww.letstalkmakeup.com

Aimee started her career in the beauty industry very early; her parents owned a sa-lon. A friend encouraged her to learn how to do lashes because she loved working on very intricate projects. Her first experience with Nova lash was a training class in Atlanta in 2006 with Joanne Douglas. She continued her lash career by signing up for an advanced training seminar with Sophia Navarro in 2009.“That was such a positive step into perfecting my craft. Anyone who has not trained with her should.She gave me alot of valuable information about the how to in every aspect of this business!” Aimee said. Aimee novalash’s her clients at Ageless Aesthetics and works with the finest in the southeast. She participated in Fashion Week Miami Beach & Super Bowl 2011 and is now a guest expert advice columnist for the NovaLash NewsfLASH. Ageless Aesthetics in Fayettville, GAwww.everbeautifulcosmetics.com

Whitney Mullins

Aimee Costales

Kelly has been privately trained by Sophia Navarro and works at The Lash Co. as one of Sophia’s highly talented lash artists. She has over 3 years of experience and specializes in working with all lash types. Kelly’s greatest accomplishment is being able to deliver a customized look to cancer survivors and clients who have suffered hair loss due to chemotherapy. Kelly’s lash art has been featured in international beauty magazines and her clients include models, recording artists, and even Sophy Merszei herself! Kelly has also done lashes for NovaLash models including Lindsay Mayfield who is our model for the white ads. She was lash artist of the month in 2010 and participated in multiple events with NovaLash - most recently she lashed away in our celebrity suite at Super Bowl. www.lashco.comwww.facebook.com/lashcowww.twitter.com/thelashco

Kelly Bosset

CELEBRITY CHOICE LASH ARTISTS

After having her own eyelashes extended and seeing the amazing difference Whit-ney decided to obtain training in performing eyelash extensions. She was certified with NovaLash in 2007 and received her advanced training certification in 2010. She was named lash artist of the month in June 2010 and has been featured in Santa Rosa magazine and Shop SoCa for her lashin’ skills. She participated in Fashion Week Miami Beach & Super Bowl 2010 as our go-to celebrity salon in Santa Rosa.With an eye for style and detail as well as a perfectionist by nature this allows her to style your lashes beautifully taking into consideration your eye and eyebrow shape to give you that full, lush and simply spectacular set of lashes!Lash Out in Santa Rosawww.lashoutpro.com

Advice from a Lash Expert

Aimee Costales

Question:Is it really important to keep all the lashes and extensions separated? Absolutely it is! The health of our clients natural lashes should be the most important goal of any and every lash extensionist.

When the lashes are left stuck together it will pull out the natural lash and drive your client crazy. It is best to fluff and separate them continually as you are adding exten-sions paying close attention to those little anagen lashes that are just coming in.

If a longer extension is accidently attached to a neighbor-ing short, natural lash it will cause the extension to pull on the natural lash and potentially fall out prematurely. This creates gaps in your client’s lashes and not only will your client be unsatisfied but it will also be more difficult for you to create a full lash look when the client comes back for a touch-up.

Any two, or sometimes more, extensions that become stuck together are separated by gently grasping each ex-tension with separate tweezers and applying horizontal pressure to detach them from each other. Separation is done in “rounds” at least 4 times during an application. Not only does separation ensure that every natural lash is free to grow and stay healthy, it ensures that every eye-lash gets bonded.

We need healthy lashes to apply extensions and we also want to keep our valuable clients happy and beautiful-- because isn’t that our goal?

Before Separation

After Separation

Separate extenSionS...• whenever it becomes difficult to isolate

a natural lash.

• several times (at least 3 or 4 rounds) during the application procedure.

• from root-to-tip. Check the root of the lash all the way down to the skin for sticking.

• when you are unable to run the tips of your tweezers through the lashes from root to tip.

• when extensions and/or eyelashes that are stuck to each other become evident.

THE SEPARATION STEP

3 typeS of Sticking

• extension to extension• extension to natural lash• natural lash to natural lash

Start at outer corner and work inward towards the nose, systematically check-ing each lash from root to tip.

When you find a stuck extension im-mediately separate the two. Continue checking each lash one by one.

To ensure that extensions are not stuck to the sticker, gently lift all the lashes/extensions with the straight tweezers.

quick tipS