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Face Time a Priority for Phenix Salon Suites Founder


Gina and Jason Rivera, co-founders of Phenix Salon Suites, the franchise that houses a variety of stylists under one roof, launched their By Gina line of hair products at CosmoProf in Las Vegas July 29-31.

How many free sample-size beauty and skincare products can you take through TSA after attending CosmoProf, the giant cosmetics show in Vegas this past week with 38,000 attendees where Gina Rivera, co-founder of Phenix Salon Suites, launched her line of haircare products? At least 19, this reporter has learned.

That was the number that made it through in my carry-on bag, presumably because they all were under the 3-ounce limit but surprising to me because I thought the sheer quantity would raise a red flag. When they made it safely home, I giddily selected a few favorites for myself and then passed them around to family and work colleagues.

The star of this show was Rivera, the entrepreneur and high school dropout with a platinum blonde Mohawk who is launching a line of shampoo, conditioner and especially hairspray called By Gina, plus a handful of styling tools. “I’m a good testament for products because I use them all, I need them all and I use A LOT in my hair,” she said, adding she comes from a long line of hairdressers, 27 in all dating back to 1929.

She was also filming a reality TV show called "Gina’s Suite Life" and talking up her franchise’s new partner, private equity firm 10 Point Capital, which she believes will help take Phenix Salon Suites well past its current 200-unit mark.

She’s got a great story, which I’ll tell in depth in an upcoming issue of Franchise Times, but for now consider her focus on the stylists whom she says too often get no respect. When brands get too big, they “start to lose that personal connection. It’s a goal to keep the face, someone who’s walked in their shoes,” she said.

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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Tom KaiserTom Kaiser is senior editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at




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