BEAUTYFIRST CREATES SOPHISTICATED RETAIL AND SALON ENVIRONMENT, "BEAUTIFUL" FRANCHISE OPPORTUNITY

Chain to open 15 locations in the next 12 months

In an industry where innovation is a must, BeautyFirst has become one of the nation's largest retail salon Franchises by combining convenience, luxury, expert beauty advice, professional products and a host of personalized services - all bundled within a sophisticated, contemporary environment. With 76 locations currently operating in 19 states, BeautyFirst recently announced plans to open 15 locations nationwide during the next year.

BeautyFirst combines the best practices of the salon and spa industry with sophisticated retail merchandising to serve a large, active market - affluent, professional women between the ages of 25 and 54.

"We're a total beauty experience," said Patrick Neville, president of BeautyFirst. "Women seek simple pleasures as a refuge from life's every day stresses. Our personal, expert service and high quality products create the luxury and indulgence today's woman deserves."

The Total Experience

Unlike most merchandising salons, BeautyFirst achieves a complete salon and spa escape, meeting the needs of the time-conscious, image-sensitive clientele who expect infinite product variety and expert advice.

BeautyFirst customers can choose from more than 6,000 different professional skincare, nail care, hair care and cosmetic products typically associated with chic boutiques, upscale salons and major department stores. The environment features superb lighting, stimulating aromas and a soft color palette converging with curved and angular furnishing. Guests can also indulge themselves in one of the luxurious spa treatment rooms.

From Warehouse to Penthouse

The BeautyFirst concept was created in 1983 by two men, a barber and a stylist who grew tired of standing behind their salon chairs. They dreamed of opening their own business to sell professional products and counsel women on beauty. Originally known as Beauty Warehouse & Salon, the concept focused on professional product variety and value. Consistent with the "warehouse" moniker, inventory was sold at discounted prices in a stark, self-service environment.

By the 1990s, women's needs had evolved. They sought expert advice to renew and redefine their personal images. The salon and spa industry also changed, as busy women demanded high-quality products in a luxurious environment that didn't sacrifice service and convenience.

Robert Geist, former vice president of Pizza Hut, bought the company in 1993 and began to lay the groundwork for a more innovative concept. Geist hired Patrick Neville as a consultant to help him reposition Beauty Warehouse into a more sophisticated, service-oriented image. After extensive research into their target consumer, they developed a new business model, focused site selection on high-end locations, revamped the product mix and created a new upscale identity. The company's strategic vision shifted from price-driven hard sell to personalized service, product expertise and relationship marketing. In 1997, Neville became principal and president of the company and shortly thereafter changed its name to BeautyFirst to reflect its evolving image and customer focus.

A Beautiful Opportunity - Success in Synergy

The initial investment to own and operate a BeautyFirst Franchise ranges from $320,000 to $441,000. From former corporate executives tired of the rat race, to recent college graduates, retirees and people simply looking to work for themselves, the BeautyFirst Franchise Opportunity is ideal.

BeautyFirst has created an extensive support system designed with the franchise owners' long-term success in mind. The company's team approach is fostered through programs available to each franchisee, including retail and salon operations support systems, ongoing marketing programs, and merchandising consultation.

Prior to a new store opening, each franchisee is encouraged to attend "BeautyFirst University," a week-long seminar designed to teach the basic principles of the BeautyFirst system. After the store opens, the franchisee continues to receive personalized support in the areas of human resources, software and technology, product procurement and employee education.

Since image is everything in the "beauty business," BeautyFirst places an emphasis on marketing programs to help new and existing franchisees succeed. Every season, BeautyFirst organizes a marketing campaign supported by special offers and multimedia.

"We solicit feedback, critiques and suggestions from new and existing franchise owners to build upon BeautyFirst's foundation of industry experience to help grow our brand," Neville said. "When our franchise owners succeed, we succeed."

About BeautyFirst

Based in Wichita, Kansas, BeautyFirst is one of the nation's largest retail salon franchises, providing a convenient source of beauty advice, professional products and a host of personalized services. With 76 locations currently operating in 19 states, the company plans to add an additional 15 franchises in the next 12 months.