Choose Beauty: Frank Shortino
For the Love of Color
From the moment he began working in his father's 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 Shortino's Salon & Spa on Market Street in York, Pennsylvania, Shortino concentrates his talent and energies on his grand passion: hair color.
"My father was a salon owner and I got my start by cleaning the salon. I fell in love with the business-it's as simple as that. I love everything about it. It isn't a job; it's a passion.
"This industry has taken me to the highest level. I've been all over the world and it's been an overwhelming experience. You can be a hairdresser anywhere. You can do makeovers anywhere."
Shortino's makeovers serve as a creative spark for his team as well as the foundation of a very successful marketing program. He regularly documents his clients' transformation in before-and-after photos that are published in national style selectors as well as the local press. "I do around 50 makeovers a week," he says.
"What's most important is letting clients know they can be beautiful no matter what their issues are."