Tell me about your background. How did you get to where you are today?
DB: At the age of five I discovered I liked being in my father’s barber shop in Union, NJ.  In later years, watching customers turn into friends and visit often was something that really captured my interest. The nature of the industry and the thoughts of what we could bring to it, presented us with an exciting challenge.  My father’s hands-on approach to business is a theme I have carried through to all my companies. I now can appreciate the fact that my father’s barber shop was a great family business and my start in the industry.  Ultimately, my father’s barber shop would later become a salon in our small chain.
 

Why did you choose to become a hairstylist?
DB: I became a hairdresser after spending many years at my dad's barber shop and observing how satisfied my father was in helping people to look and feel their best. It left an impression on me that my father's career wasn't a job to him; he genuinely looked forward to being behind the chair. Having a career you love....Does it get any better than that?
 

Why and how did you get into the "product" end of the business?
DB: After developing TCA and seeing how it made the colorist's job easier and better, it was a natural to then develop products that were problem solvers during chemical/color services. Later with requests from stylists for a high quality value priced line that would stay non-diverted, it became my mission to rise up and meet this industry challenge. Our Smart Solutions retail line is the answer to that challenge.
 

What have been your most exciting moments as a salon professional?
DB: While being a hairdresser and developing TCA and our POWERTOOLS line of products was exciting. The dream come true for me, was the fact that TCA fast-forwarded the beauty industry and color services. Today, our innovative formula “TCA,” added to any manufacturers products in salon's, gives stylists options in all color and bleach services that they never had before. The stylists now can control their own products, do fast color when desired, and offer a better quality service experience including keeping the hair in better condition, with no additional education, added lines or costly clutter. Testimonials from around the world prove “TCA", is a stylists “POWERTOOL” making color/bleach and perm services work better with more options for adding extra service dollars to the stylist’s bottom lines.
 

What are the Dennis Bernard companies?
DB: The Dennis Bernard companies began in 1981 with the opening of my salons. A few years later I started my Total Image Division carrying style books, posters and other educational materials. It was primarily a niche business. I realized that my niche in the beauty industry is marketing innovative new ideas and break- through products. After developing TCA and with its success, we decided to build a line around it called POWERTOOLS to make the stylists color services easier. Then with the success of POWERTOOLS and with the popularity of color services we branched into our Smart Solutions line of styling and finishing products using plant extracts for extreme color hold.
 

How can a small family run business compete in an industry full of conglomerates

DB: We have been competing since 1986.  From day one, our manufacturing and distribution policy decisions were made with our long range goals in mind.  Being a small family business of hairdressers, gives us the advantage to create new innovative products with no corporate obstacles to hinder us.  With my parents work ethic instilled in us and their passed on longevity in our genes, we know we will be around for years to come. We will continue to grow, making our mark in this industry as we have since our beginnings. It’s fun being a David among Goliaths!
 

What has been your company’s biggest accomplishment?                              
DB: Our biggest accomplishment has been our market penetration.  Our marketing is raising eyebrows with forward thinking industry professionals and word is spreading on all our innovative and quality products. Both salon and school chains are aboard, with more interest growing every day.  Faster processing, less products, better hair condition, quicker services, more options and bottom line savings for stylists, salons and chains have all played a part in our products taking on “lives of their own”. We credit word of mouth testimonials as the main catalyst to our accelerating sales.
 

What do you consider your greatest accomplishment in our industry?
DB: That is still a work in progress. I hope my greatest accomplishment will be to get stylists (not just the 2% that are into it now) back into education. That being said, I define that as going to trade shows to learn, helping stylists grow their businesses and keeping their career interest and perspective fresh to avoid burning themselves out.
 

What is your company’s mission statement or do you have a vision for your company?
DB: Our vision has always been to meet our industry’s challenges to the betterment of lives of hairdressers.

The professional beauty industry in general has been off in 2009, what do you attribute to DBI continued growth amid this?
DB: I believe it is a few things-the first being sticking to the philosophy of having a high quality product at a value price to the salons and consumers, the second being our educational partnership with the salons and stylists that carry our product and lastly our no-compromise stand on diversion.

What do you do differently than most hair care companies?
DB: We grow a little at a time; we are not the “hare” in this race. DBI has a great foundation I am not looking to make it into an out of control rocket. We don’t release products that cannibalize each other to just release more products for greater inventories to our distributors and salons. Growth nurtured slowly provides for a greater depth of customer loyalty. One of the major differences and one of my beliefs when I owned my chain of salons is that I don’t believe in a package that is worth more than what is inside of it. At DBI our resources are put into formulation, quality ingredients and education. I choose packaging that is nice but more importantly functional. My desire is to save salons the added expense of something that ends up discarded anyway.

With 2010 on the horizon what is the view from Dennis Bernard?
DB: There are approximately 8 new products being launched from now until the end of 2010 all with a specific purpose. We are very excited about how our SGP, Style Gel Plus has been accepted and our second oil based product, behind TCA, smart SOLUTIONS Age-Defying Vitamin Oil has taken off. Our field education team continues to grow along with our main stage presence right behind. Most importantly, we vow to keep our no-compromise stance on diversion. We are looking forward to a great 2010, for our stylists, salons and distributor partners.

How is your company involved in the community?
DB: My local community involvement has been centered thru my church during my whole life. We support needy family's, holiday food drives and any other needs the community has. Nationally our company has helped stylists that have been devastated from natural disasters such as Katrina to get back on there feet.

With your companies long term objectives in mind what is your view in regards to product sales?
DB: Product sales are important!  I believe that if we inspire stylists and teach them how to make more money with innovative techniques that save time over the course of their normal day, the sale of our products will be a natural by-product. Stylists are coming to realize that they are the best salespeople on the face of the earth. Every day they are selling or reselling themselves to their clients through touch, their technical skills, personality and a host of other traits. The great ones know that shampoo in the tube isn’t just shampoo, it represents their mortgage, their child’s education, a vacation, and it doesn’t have to be sold just educated about!
 

How do you develop and test your hair color products?
DB: All of our products are tested in our established test salons throughout the country. We want to get a feel of how our products perform in all different climates, with different manufacturers products and from colorist to colorist; then if needed we tweak the product and retest again. When we release a new product it has been thoroughly tested and approved by a wide variety of colorists meeting a broad range of parameters.
 

What is TCA  ̶  The Color Accelerator?
DB: “TCA” (The Color Accelerator) eliminates color fadeout, conditions the hair making it feel like silk, and gives the colorist many options to process quicker. The elimination of fade out, a universal challenge in our industry (especially with red heads), is as important a feature of TCA as is the fast processing.
 

How do you identify and capitalize on product opportunities?
DB: We look for and listen for the challenges in the color marketplace. Our feedback comes from colorists, stylists, salon owners and their clients. Then, we set out to solve those challenges in an easy, efficient way for all concerned. For example, TCA came about as a result of hearing about fadeout challenges and the ability to be able to only book a limited amount of color throughout the day. TCA fast processing and great color retentive properties solved that challenge.
 

What do you find most gratifying in serving the hair color market?
DB: Hair color is still one of the best growth categories in the beauty industry. Seeing young stylists to seasoned veterans able to grow their color clientele, using our POWERTOOLS line of color assisting products, gives me a humbling amount of gratification.
 

How has your innovative formula “TCA” and fast color, changed our industry?
DB: The change is that now stylists have options when it comes to their color services including fast color. Fully booked stylists needed a way to fit in more color services. This ability to process fast is very important especially with   late arriving customers, lunch time appointments, and busy stylists looking to increase their services and income – all without taking on additional lines, expense or more shelf space. It allows the stylist to derive more income from their color services, including an increase in the number of clients they can service per day, while giving the client more value for their dollars spent.
 

How do you overcome skepticism or myths about The Color Accelerator in terms of it potentially damaging hair or altering color results when speeding up color processing?
DB: Some of the thanks goes to Haircolor and Design magazine and its technical articles. A recent article talked about the stability of heat with hair coloring. Our TCA works in conjunction with either body heat or a plastic processing cap or under a low heat dryer with a plastic cap that has pre-punched holes in it. What most people don’t realize is that a dryer set on low only heats up to approximately 10 degrees above whatever the salons temperature is at, a temperature way too low to do any damage but enough for TCA to work its magic. The testimonials from around the world can be found at our website www.DennisBernard.com. We always offer a free sample so stylists can experience TCA for themselves; we know if they use it correctly they are customers for life.
 

What is TCA and your Powertools line unique selling proposition that gives your brand a sustainable competitive edge?
DB:  It works! We have thousands of testimonial’s from stylists worldwide attesting how TCA and the POWERTOOLS line have increased their service revenues while solving the every day challenges they face in color/chemical servicing. Our sustainable competitive edge is the fact that are products keep hair in great condition while producing a higher quality service.
 

Who are the key members of your management team and their titles?
DB: My brother Jeff Campanaro is VP of Sales, DJ Durante is VP of Schools Division, Joseph Santy is VP of Education, brothers Mario and Eugene VP’s of marketing and operations.
 

For a number of salon brand manufacturers, trade show participation is an important aspect of marketing and selling strategy. At Dennis Bernard what role do salon trade and dealer shows have?
DB: At DBI trade show participation is omnipotent. Our distributor base warrants that we participate in all local, regional and national shows. Shows to us are another facet of marketing, and very important. We make new contacts as well as service existing clients providing added education to go along with our products.
 

What type of educational/product knowledge and training programs do you provide and who is in charge of this important aspect of your business?
DB: We have hired Joe Santy, a salon owner, stylist and educator for over 30 years, the majority being with Matrix Essentials as our Vice President of Education. His duties will be to oversee our technical teams and to write and implement education that benefits the stylists and salon owners from a technical as well as business perspective. This year we had technical and business related education at all major shows.
 

What is your long term vision for education?
DB: Education should be about improving the lives of stylists and keeping them excited about our industry. My long term vision is to raise the bar educationally for all stylists who attend a DBI presentation providing inspiration and giving them a new plateau to aspire to.
 

I understand Dennis Bernard uses a network of distributors to sell its products to the salon industry. Tell me about this important part of your business including the number of distributors in your US network?
DB: We have distributors throughout the world that we turn any incoming business for their areas over to. In a few rare cases where there is no distributor, we will service the account. When a distributor is established we turn over those areas accounts to them. The good news is that once an established distributor becomes aware of our products in their area they will inquire about taking on the line. Interestingly, we do have a small number of successful stylists who have started their own distributorships after using our products in their salons. We have let go large distributors for smaller ones who give our loyal stylists and salons the service they deserve. Our only concern is that we want our clients educated and serviced properly.
 

Why do you think you have been so successful obtaining distribution during these difficult times of consolidation?
DB: Innovative products are always needed especially in a changing industry.  Our products are of a better quality, at competitive prices.  This is always a major factor in any distributor’s decision making process.  Giving our distributor’s excellent customer service, backing up our products with extensive marketing, going the extra mile, all helps to spread the word.  We are continuing to add new distributors while still increasing sales for our existing base.
 

Describe your ideal distributor, what are the key success factors you look for in selecting a distributor partner?
DB: All my distributors partners are good. There are certain characteristics I see in some DSC’s that would be welcome in others i.e. how some DSC’s crave education about lines they carry vs. ones looking to just go in and get their order. The key success factor I look for is simply a distributor that has its heart in our industry and the will to work to make it happen.
 

How is your sales organization structured? Do you use factory sales personnel or use independent sales reps?
DB: Our sales organization is structured around the full service distributor. We do use our in house sales force to detail independently then turn over that business to our local area distributors. We do have independent sales reps in our Total Image division.
 

Describe Dennis Bernard international business?
DB: We currently sell in other countries and we hope to grow that business in the future.
 

What is the company’s ecommerce initiative?
DB: Our web site has been up five years and is a great source for all our education materials including books, banners, DVD’s and posters. We follow through by constantly updating the site.
 

What trends can you predict for 2008?
DB: The biggest trend I see is the industry getting back to salon usable education. This includes education from a business and people skills standpoint. I have seen talented stylists with no people skills bomb out in the industry. At the other end is someone with weak technical skills and a great personality making a good living. The balance between business and people skills is what I feel will reignite the industry.
 

How do you keep coming up with ideas?
DB: Watching, listening, reading and talking to a lot of people in and out of the industry. You never know when one idea will lead to something totally unrelated that can solve a challenge or create a whole new market. An example would be how some stylists use Sweet and Low in color/bleach to stop burning; this led to the development of our STB, Stop The Burn. First of all, we knew once the color/bleach is applied you can’t shake a packet of Sweet and Low over the clients head to stop any irritation, so we came up with a formula that would go through the color/bleach on the scalp without affecting the processing to eliminate itching and irritation or it can be mixed right into the formula.
 

What makes you see opportunities that others may not see?
DB: I think any one’s ability to see opportunities where others may not see, comes with experience and focus which in turn creates awareness. Having been in the industry so long and building Dennis Bernard Inc. years ago, literally starting at my kitchen table, has honed my awareness for endeavors/products that I would like to pursue. It’s like when you buy a new car and all of a sudden you notice cars of the same model driving by you. Any stylist with focus and awareness can go far in our industry.
 

Tell us about the “Smart Solutions” concept in hair care?                           
DB: “Smart Solutions” plant extracts help hold hair color longer. They are made from high quality ingredients containing three plant oils and five plant extracts. They are highly concentrated products in attractive packaging, at a price stylists and their clients will love. Our plan over the next ten years is to drive Smart Solutions through education. This will benefit stylists and their clients along the way.  We will maintain our strict no diversion policy, keep our family business privately held, insist on distribution network compliance, and continue to grow our commitment to education.
 

How do “Smart Solutions” products prevent or deter color fading?
DB: All of the Smart Solutions products contain a proprietary blend of plant extracts for color hold. Plant extracts envelop the hair to prevent fadeout and like plants the hair is kept supple and controllable. Taking that one step further our DCS, Dual-Action Crčme Shampoo is a true sulfate-free shampoo that cleanses the hair without doing any damage to the color. Using DCS will enhance the color and shine.
 

What are “PowerTools”…for professional hair color?
DB: All our “POWERTOOLS” products are niche items that work in conjunction with other manufacturers color/bleach products, making their products work better, faster, and with more profitability for stylists. They are engineered to be easy to use for the stylist, at a low cost for maximum profits to the salon and provide the optimum in end results for the client. They are a win-win for all concerned.
 

What is your “Total Image” division and what does it offer our Industry?                                                                                                    
DB: “Total Image” started as our salon and chain business. Today this division serves as our distribution network for reception area books, magazines, education books, videos and DVD’s. We have recently included beauty school education within this division. Presently, we are educating the schools that include our products in their curriculum as to the benefits of how they will help their future graduates in their careers.
 

What’s your company’s biggest challenge in 2008?
DB: The challenge for anyone reading this is to keep growing during these economically pressed times. We are comfortable that our growth experienced during the last years will continue as word keeps spreading of our stand out products, thus making our challenges easier.
 

In your opinion what is the salon industry’s biggest challenge in 2008?
DB: There are two, first being, the never ending diversion problem that’s hurting our industry and stylists everywhere.  It hurts me when I walk through a supermarket or drug store and see product lines that I helped grow when I was behind the chair.  How much money has been taken out of our industry by these lines? Stylists want a company that they can trust to keep them first.  Secondly, the new thing, the new look, the new tools that drive business, they are not there at the moment. They helped to make our industry thrive and move forward.  I don’t think these catalysts can be sparked through large corporations due to scale and red tape. Instead, I believe it will be through hairdressers like me, and smaller companies that will take the lead with innovative ideas and being able to release breakthrough products at a faster pace.
 

What trends are having a positive affect on the salon industry?
DB: The increase in education from a business and people skills standpoint. I have seen talented stylists with no people skills bomb out in the industry. At the other end is someone with weak technical skills and a great personality making a good living.
 

Diversion continues to plague the beauty industry.  What can your company offer differently that salons haven’t heard of or tried?
DB: As a salon owner and stylist, I have found the best way to fight diversion is to “ride the wave” and grow with companies that have proven records of longevity and new ideas. Growing with a company like ours, that is on the rise with good history, will eliminate any diversion problem for years to come. The profits are kept in the salon and stylist’s pockets.  The product lines our salons grew with, eliminated any diversion problem we encountered, and kept profits in our salons for well over 15 years, before diversion was a challenge to the extent it is today.   Today, salons and stylists everywhere can fight back and make that same point, by sending corporations that cannot control their diversion problem a message and move their purchases and business elsewhere.
 

Your Company strives to partner with salons. Tell me about some of your marketing initiatives to further this important company goal?
DB: We want to partner through education. With the release of our “Smart Solutions” line we have contracted Dianna Lopez, a dynamic young stylist with a great look and the ability to really connect with stylists of any age group. She has kicked off our spring shows as well as will continue in our fall shows. Our educational goal is to give stylists practical, timesaving salon friendly service techniques. We hope to motivate them to attend hair shows again and walk away with education that can be immediately usable behind the chair. Our "800 Hotline" is always available to answer any technical questions the stylists may have about any of our products. Joe Santy, our Vice-President of education has been building our educational team and communications to accomplish our goal of being a resource to stylists of all levels. What is close to my heart as the president of DBI and a former full-time stylist, will be to help stylists build greater service incomes, and to keep our products diversion free. Keeping service and retail profits going to stylists and salons will mean growth for all.
 

Expand on what you meant by motivating stylists to attend hair shows again?
DB: It is no secret that attendance at hair shows has been declining for a number of years.  This validates that stylists are not receiving any perceived value from attending shows to keep their careers growing.  When asked, the majority agree, that manufacturers have gotten too far into the entertainment business with regards to education, forgetting that salon owners and stylists want a return on their time and money for attending a show.  The way this is accomplished is by sharing with them how to make more money and to save time with their income producing services, such as cutting, coloring and styling.  We must bring the focus back to the stylist needs and what it takes to help grow the salon business. 
 

What vision can you offer the industry?                                                              
DB: Being in this industry from such a young age, I have been able to follow the trends and found that what were called the “good years” was when new concepts, tools, and what I would call a “cloned look” i.e. Dorothy Hamil, Farah, Rachel, etc. were the rage.  From the manufacturer to the distributor onto the salon and stylist, everyone made money and was busy.  Customers were happy to visit salons more frequently and liked being in a trend or look, and gladly paid to be part of it.  I believe in business cycles and the time is coming for the upward trend we all need and want so bad.  I believe innovative people, not yet recognized, and smaller companies like Dennis Bernard, will step forward and construct an attractive vision and plan for the industry, lasting for years to come.
 

Have you had any mentors in the pro beauty biz, and if so who are they?
DB: My father and older brother Michael, who have both recently passed away, were instrumental in my being in this industry.  They helped me grow both as a person and as a business man.  It was funny, me being the boss and in reality I was learning the business from them.  I am sure their influence will always be a part of me.  The legends Jheri Redding, Paul Mitchell, and Arnie Miller were also big influences.  I had the pleasure of sitting with Arnie Miller on a flight from Los Angeles to Cleveland, with Arnie explaining the industry’s future and how a small company like mine could still make its mark.  That two hour conversation years ago is forever embedded in me, I will never forget it!
 

What is the best business advice you ever received, and who was it from?
DB: “Never, Never, Never Give Up”, was my dad’s creed and something I live by.
 

What fueled your passion for hair care?
DB: My fuel is my love of the beauty industry. My company is made up of family and friends that I enjoy working with and being around. Professionally, we all have a common goal- it doesn’t get any better than that!
 

What has been the highlight of your career to date?
DB: The highlight of my career to date has been the development of TCA (The Color Accelerator). TCA's success has taken my company to a whole new level. Seeing stylist's grow their businesses through "Fast Color" and reading their testimonials is a highlight every day.
 

What would people reading this interview be surprised to learn about you?
DB:  Underneath my hard exterior, I really am compassionate.

If you weren't in the beauty business, what would be your dream job?
DB: Though I couldn’t imagine life without being in the beauty industry, playing second base for the Yankees would be a dream job for me.
 

Do you have any advice for aspiring beauty industry professionals?
DB: Never, never, never give up was my dad's creed and something I live by. And if I can do it, I know aspiring professionals can.
 

Where do you hope to be in 5, 10 or 20 years?
DB: Like my father was, I am in this industry for life. I can't picture deriving this much satisfaction or having as much fun as this industry provides from any other industry. Five, ten or twenty years from now I hope I am still continuing to grow, helping as many stylists as possible to better their service and retail businesses.
 

Anything you would like to address that I have not asked?
DB: Every morning when I get up I repeat to myself, "The best is yet to come."
A positive attitude, hard work and belief in what you're doing is my formula for success and I know if I can do it any stylist can!
 

To reach Dennis Bernard email him at Dennis@DennisBernard.com or

visit www.dennisbernard.com