 The
following article originally appeared in NAILS magazine.
Clients Get Worked Up Over
Workovers
 Lois
Burak, Owner of BeautyWorx in Northeast
Philadelphia, knows how to make the most of her local resources.
Since the early '80s, BeautyWorx has
been transforming local residents -- housewives, students, and blue
collar workers --- into cover girls. Burak proudly displays poster-sized
photos of made over (or "worked over", as they call it)
clients on the walls of the salon and uses only local non-professional
talent in her advertising. Says Burak, "It's a great PR gimmick.
Clients come into the salon to see photos of friends and relatives
and that's how it gets started. People love to see themselves up
on the wall." Despite the fact that she does little to promote
the make-overs, business is booming. BeautyWorx
just added a fourth floor to the 3,500 square-foot salon. True to
form, Burak christened the new addition with a big bash featuring
the works of local designers and artists.
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