Industry News

My ISSE Favorites

Carlos Valenzuela | January 31, 2013 | 11:07 AM

You can go to a trade show without a plan, hang out, be bored and vamonos. Or, you can study the brochure and create a route that supports what you like and need. Which is it, grasshopper? My ISSE Favorites

Mi amigo Gordon Miller said to me, “There are two type of attendees, those who come to shop and those who come to the educational seminars.”

I belong to the seminar group, and this year, the ISSE educational selection was especially good. And, most of these educators move on to Chicago’s ABS, New York’s IBS and Premiere Orlando. So, catch them if you can. Here are some of my favoritos:

 My ISSE FavoritesThe most outstanding main stage presentation was, sin duda, the Tokyo Collection 2013 by the fabulous Lisa Yamasaki, with a series of avant-garde models from a distant planet or future. Wow. You might be wondering, Lisa who? Here is a decent clip from last year’s IBS New York:

 My ISSE FavoritesAfter Lisa, you need un poco de Nick, and I am a Nick Arrojo fan because he always shows something I can totally incorporate into bread and butter salon work. You watch Nick and can’t help but see a sincere, hard working hairdresser, with that certain vulnerability of someone who puts a client above his ego. Bravo. For a quick view of his new work click here:

I found a new artista to follow: Steve Elias. I attended his photo shoot seminar and was impressed by his knowledge, his preparation (dozens of slides, images, examples) and delivery. Here is someone who does not hold back on secrets, fears and mistakes. If you have a vision of doing session work, you need to get to know Steve

 My ISSE FavoritesA young man who totally captured my imagination and corazón was Ergo’s Cantrell Mitchell, Jr., who went to beauty school, not long ago, to support himself while waiting for his break in the movie industry, and wound up falling in love with hairdressing. Cantrell will teach you, no matter how experienced you are, the fine Art of the Blow Dry. Stand back, this is something every hairdressers should experience. My advice: catch this rising star while you can afford it.

 I hung out with my bella Modern Editor, Anne Moratto, and talked shop. Later, with long time friend and associate, Larry Kane,from Takara Belmont, who was selling an $11,000 shampoo bowl! And, traveled with fabuloso Peter Rosas, who has a brand new app for your phone, Client Data, that keeps track of all your client info.

 Just like the last 35+ years for me, you find out the best stuff in the hallways and at happy hour, but I don’t kiss and tell.

 Hasta pronto,


Carlos Valenzuela is a Latino market consultant, author of i-Fabulous Life Skills, educator, and motivational speaker. Contact Carlos at [email protected]

Facebook: @getcarlos01

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