Choose Beauty: Frank Shortino
For the Love of Color
From the moment he began working in his fatherâs salon, Frank Shortino knew the direction his future would follow. He was so taken with the business of beauty, he says, that he never considered any other career.
As a working hairdresser as well as owner of Shortinoâs Salon & Spa on Market Street in York, Pennsylvania, Shortino concentrates his talent and energies on his grand passion: hair color.
âMy father was a salon owner and I got my start by cleaning the salon. I fell in love with the businessâitâs as simple as that. I love everything about it. It isnât a job; itâs a passion.
âThis industry has taken me to the highest level. Iâve been all over the world and itâs been an overwhelming experience. You can be a hairdresser anywhere. You can do makeovers anywhere.â
Shortinoâs makeovers serve as a creative spark for his team as well as the foundation of a very successful marketing program. He regularly documents his clientsâ transformation in before-and-after photos that are published in national style selectors as well as the local press. âI do around 50 makeovers a week,â he says.
âWhatâs most important is letting clients know they can be beautiful no matter what their issues are.â