The Value of Time; Dennis Bernard
Dennis Bernard, inventor of TCA.
I invented the product in 1981, when
I owned Total Image Hair Designers, a
chain of salons in New Jersey. The concept
evolved after my father talked about how
some of the hairdressers in Italy used oils
to condition the hair. We experimented
with my mom, who had color-resistant
hair. It typically took an hour for her to
process. The first time we used the oil, it
took 20 minutes. We changed the formulation
and got it down to 15 minutes on her
super-resistant hair, and her hair felt like
silk. So I started to use the product on my
ST: How did that idea evolve into a company?
DB: Over the years, many of my employees opened up franchises of my salons or left to open their own businesses, and they asked us to give them the TCA formula so they could use the drops in their own salon. So, in 1986, we thought it was time to start marketing the product. From 1986 to 2000, I started handing out samples when I went to hair shows for my poster and book business. As stylists began trying the samples, they wanted to purchase it for their operations. Gradually, distributors began to carry the product.
ST: How does the product work?
DB: Drops of oil are mixed directly with the formula, and can be used with any manufacturerâs brand. The antioxidants in TCA work by eliminating the free radicals that occur when hair color is mixed with peroxide. This helps the hair shaft to take the pigmentation faster and infuses hair with vitamins and nutrients, which protect the hair and the color, resulting in softer, shinier hair and eliminating up to 95 percent of fadeout.
ST: How does the product impact productivity?
DB: For example, letâs consider an A stylist, one Iâd say works four days a week, 12 hours each day and is booked solid. If she can cut down processing time to an average of 10 minutes, she can squeeze in another half dozen clients each day and work the same amount of hours. She can accommodate more busy clients during their lunch hour or in between errands. In fact, weâve seen mall salons successfully market it this wayââGet your cut, color and style during your lunch hour. You bring your sandwich and soda.â
ST: What does it cost?
DB: A four-ounce bottle of TCA does about 200 heads, which brings the cost down to pennies per application.
More information about this product can be found at www.dennisbernard.com.