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SALON CITY, INC. A PUBLICLY TRADED CORPORATION WITH TICKER SYMBOL (OTCBB: SALN)
Introduction to Salon City
Salon City Inc., headquartered in Los Angeles, California, publishes Salon City magazine, where Life is Beautiful(SM). As an emerging media company for beauty entertainment and a lifestyle brand for future products and services, we want to appeal to a global audience of consumers who want to be empowered to lead a healthier, more positive lifestyle.
Salon City, Inc. was incorporated in Nevada on January 4, 2005. Salon City, Inc. (“we,” “us,” "Salon City" or "SC") represents the formal incorporation of a 12-year-old media, entertainment and distribution sole proprietorship. From our inception in 1997, known then as Salon City Press Club, we have published print and online media, most notably through our trade publication Salon City Star magazine, which was redesigned in 2007 and became Salon City magazine, a consumer publication.
We originally launched operations in the fall of 1997 as Salon City Press Club, which provided publicity and public relations services to salons and individuals. In 2000, we began producing the SunFun Media Artist Group (MAG) Conference (a summer networking and educational conference held in Las Vegas).
In 2001, we began publishing Salon City Star magazine – a professional trade/consumer magazine for salons, spas, and their clients. From 2001-2006, Salon City Star was sold on selected newsstands in Southern California and New York City, mailed to high-grossing salons and nationally offered at no charge to salons by our informal network of independent beauty distributors, known as Salon City Network.
Our distribution partners will be recruited and selected to be exclusively licensed to represent Salon City in their markets. Outside of any relationship with Salon City, they currently sell professional beauty products to an aggregate domestic market of up to 250,000 salons and spas. The professional salon industry has annual revenues exceeding $ 100 billion dollars in services and retail. To increase our exposure and involvement in this market, we intend to use our media affiliations and products to position the Salon City brand to professional beautymakers.
By building our name among consumers, including professional beautymakers and their clients, and inviting distributors and members to join our network, we plan to grow Salon City’s brand globally and to also assist independent artists, salons and distributors to gain more media exposure, clients, market share, sales growth and wealth producing opportunities. We are also setting the stage to help promote their people, products and programs, some of which will be planned Salon City products and services.
To reach consumers, many of whom are the end-users for salons and spas, we distribute Salon City magazine to thousands of bookstores and newsstands in America and Canada. We also distribute Salon City magazine internationally. The magazine is currently sold in approximately up to 5000 bookstores and newsstands throughout the USA and Canada, and in additional locations internationally in over 30 countries, including, but not limited to, Australia, Dubai, Germany, Hong Kong, Italy, Mexico, New Zealand, Singapore and the United Kingdom.
In March 2007, the company re-positioned the six-year old professional trade publication (Salon City Star) to the new web site, and then launched the first edition of the 100% consumer-focused publication, Salon City. Until 2010, the company will still be in the development stages of establishing the magazine’s presence in retail stores and in selected salons.
Marketing Concepts and Positioning for Salon City
Salon City's concept arises from our core mission to offer the public positively oriented news and products that relate to a consumer’s desire to live a life of health and wellness. We intend to organize a consumer membership consisting of salons, spas and clients–what we call the “Salon City Society”–as it grows and emerges in the world of beauty, entertainment and lifestyle branding. We are in the process of building a globally respected brand associated with a positive, balanced lifestyle and vision for both the public and the beauty industry.
Existing Salon City Media Products
Publishing
Salon City Magazine (redesigned in 2007 and currently in its first year rollout stage)
After six years as a trade publication, Salon City Star magazine was renamed, redesigned and relaunched on February 27, 2007. Our Hollywood-based magazine, Salon City, is now consumer focused. Salon City is sold through thousands of national retailers like Hudson News, Barnes & Noble, Borders, Target, Kmart, Rite Aid and major grocery and drug chains throughout the USA and Canada, and in additional locations internationally in over 30 countries, including, but not limited to, Australia, Dubai, Germany, Hong Kong, Italy, Mexico, New Zealand, Singapore and the United Kingdom. Salon City features news from celebrities, everyday people and world beautymakers in music, art, literature and politics. Beauty entertainment and lifestyle news is the focus. Salon City has had an average circulation of approximately 75,000 copies per issue and a frequency of eight times per year. Its current annual online, digital and print readership is estimated to be over a million readers. The magazine is being strategically positioned to become a high sales volume publication with combined media circulations in excess of 750,000 copies and an estimated annual readership in the millions.
Our professional trade magazine, Beautymaker, scheduled for release in the first half of 2008, will be featured in selected salons and eventually distributed and sold by our network of distributors. Beautymaker features artists and educators from the industry and will attract the professional advertisers that we had to give up this year with our consumer focus. Beautymaker, currently in its design stages, will have an initial circulation per issue of up to 25,000 copies per region. In 2009, the magazine launched digitally and online, and the print version is scheduled to be released in Q3 of 2009. Our aim is to strategically position the magazine to become a high sales volume publication with combined circulation in excess of hundreds of thousands of copies distributed in multiple regions to selected salons for their clients.
(2) Working title only, name yet to be finalized.
Salon City Network Affiliates (Professional Beauty Distributors)
We plan to establish a network of independent distributors across North America and internationally under the Salon City Network banner. Distributors will be selected and licensed to represent Salon City in an agreed to region. In exchange for a licensing fee they will pay to Salon City, these distributors will have the right to generate revenue by representing our products, events, and education in their local markets. In turn, they will be a source for local news and information, which will be fed into the network for dissemination through our various media outlets. We have held press events in local markets across the country in preparation to launch and expand the program. Salon City has long-standing relationships with salons and distributors in many markets, which we intend to target for our licensing partnerships. This initiative is scheduled for development in 2008 for an anticipated rollout in 2009.
Press Events, SunFun Conference and Salon City Expos
We currently produce Press Events around the United States. We have produced our SunFun Conference and other programs in the past in places such as Los Angeles, New York, Miami, and Las Vegas. Our aim is to bring beautymakers and consumers together to meet and share ideas, products and vision and to increase our revenues as a result of producing these types of venues. We are currently in the initial development stage to produce more of these events in 2008 – 2009. For this period, we are also in the initial stages of development to have our distribution partners sponsor local versions of these events in their respective regions. Our aim is to have the Salon City brand seen and experienced through these events, with initial emphasis being focused on domestic markets such as Los Angeles, New York, Washington, DC, Chicago, Dallas, Houston, Miami, Las Vegas and a host of other cities.
World Beautymaker Awards
We are in the initial discussion stages to develop an ‘original content’ awards event, the World Beautymaker Awards. The date for this event is being targeted for Fall 2009 in Hollywood. The World Beautymaker Awards will be preceded by local Beautymaker of the Year events in regional areas where we have distribution partners. The event is devoted to recognizing people who positively contribute to society our basic core values of inner beauty, truth, and goodness. Our intention is to invite beautymakers and their clients, city mayors, heads of civic organizations, and local first responders, proactive celebrities, and local media. We have designed an originally sculpted award statuette of a beautiful woman holding a threefold flame (signifying inner light), standing on a pedestal with the words beauty, truth and goodness circling the perimeter. We intend to license the statuette's image and likeness as well through event sponsorships, media syndication rights and local ‘Beautymaker of the Year’ awards programs.
Media Artists Group (MAG)
We have had a history of helping publicize individual salon professionals who have been members of our “media artists group,” MAG. These members are selected for their ability to communicate well and their desire to have recognition through Salon City's media outlets. This is a paid for service and in the past has contributed to Salon City's revenue. We are in the early stages of development to reintroduce and expand the MAG program in 2009, following the anticipated year long rollout of our professional salon publication.
Future Projects
Salon City Press Club
In the past, we offered our “Salon City Press Club” services to those salon businesses who were seeking press and media exposure on a regular basis. We wrote and publicized informational news updates, which were seen in local area media outlets as well as our Salon City media outlets. We have yet to begin discussions on the reintroduction of these services until the anticipated rollout of the professional salon publication has taken place.
Product Manufacturing Partnerships
Salon City intends to have its own line of products. In the future, Salon City will be looking to develop strategic marketing partnerships with companies that manufacture products that have synergy with Salon City's audience, media and promotional concepts, such as clothing, accessories, merchandising items and consumable goods that promote the Salon City brand. We envision a partnership whereby we will also feature our manufacturing partners products in our media and will have the opportunity to offer their goods and services through our future online marketplace, which is part of our plans for Saloncity.com.
Salon City Society
We are contemplating the establishment a consumer group called Salon City Society in the next five years. We intend to offer individuals a membership opportunity that will provide benefits such as special invitations, product and service discounts and additional media products. We envision generating greater levels of membership that will enjoy purchasing and supporting Salon City partnering products, services and programs.
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Salon City and Scruples Sign Agreement to Brand Hair Care Line
BEVERLY HILLS, CA --- 09/02/09 -- Ewire -- Salon City, Inc. an emerging media company, lifestyle brand and publisher of its flagship publications, BE! and Salon City magazine , announced the recent signing of a 2009 media branding agreement with Scruples Professional Salon Products, Inc. -- one of the salon industry's most respected hair care manufacturers, and founded by industry icon, Frank Liguori. The Scruples campaign calls for branding in Salon City's multi-media including BE! ( Beauty Entertainment ) print magazine, Beautymaker Online/Mobile Net News and SalonCity.com's website.
Founded in 1983, the Minneapolis-based company, now headed up by President Jack Storey and managed by members of the Liguori family, has provided innovation and excellence to the professional beauty industry for 25 years. The media campaign chosen by Scruples rolls out this month and includes ads, email, web and public relations support in both BE! Magazine and Beautymaker Net News -- Salon City's popular daily email news program delivered to reader's mobile phones.
Steven Casciola, Salon City's President and CEO, says, "Scruples is a highly-respected leader -- we are pleased to see them come back to Salon City with excitement over our media products and our expanded abilities to brand their name. Both professionals and consumers alike are drawn to their ethical products, creative imagery and high-quality performance."
ABOUT SALON CITY, INC.
Salon City, Inc. , is an emerging public media company, content creator, lifestyle brand and salon distribution network for marketing products and services. Salon City was the first to brand the genre, 'Beauty Entertainment.' It publishes its flagship consumer publication, Salon City magazine , Beauty Entertainment magazine , Beautymaker Net News , and produces the award-winning web show, Hollywood CeleBeauty, online media, licensed events and awards shows.
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