SOURCE: Salon City, Inc.

September 14, 2009 08:00 ET

Salon City and ISSE Show Ink Deal to Reach Latino Market

BEVERLY HILLS, CA--(Marketwire - September 14, 2009) - Ewire -- Salon City, Inc. (PINKSHEETS: SALN) announced today that it has signed a contract with the ISSE, the International Salon and Spa Expo Show ("ISSE") in January in Long Beach, whereby it will partner/sponsor the Latino Fashion Theatre and a contest with the Latino beauty community, a segment which is very significant to the ISSE.

ISSE is owned by the Professional Beauty Association ("PBA"), which merged with the manufacturers and distributors association, and is now the premier and largest professional association in the beauty industry. The Show expects to draw an audience of 30 to 40 thousand professionals and is considered to be one of the largest national shows of the year. Salon City sees the show's venue as kicking off the entire industry season with its brand offering, including BE! Magazine, which will act as the exclusive media sponsor of the competition with Latino Fashion Theatre.

The show and sponsorship of the Latino Fashion Theatre will also be a launch venue for Salon City's Beauty Maker Awards ("BMA"), which will utilize user-generated content and new technology elements to showcase top professionals in the beauty industry. In the agreement, ISSE will also begin a fall advertising campaign in BE! Magazine. Salon City, as the sponsor for the Latino event, will have numerous avenues of sponsorships and the ability to monetize it in a variety of vertical streams. Following ISSE, the BMA's plan to run a variety of programs throughout the year capitalizing on viral marketing and utilizing industry players and consumers participating in Salon City's honors and competitions.

Steven Casciola, Salon City's President and CEO says, "The big advantage of having vertical options on our Internet properties is the ability to improve our brand by 'becoming an authority website,' the potential to 'keep users on-site' and the potential to leverage the 'monetization of the event' through entry fee signs ups, memberships, advertisers, syndications and sponsors. Our new options help advertisers connect to their customers, which can potentially increase our publishing revenue streams."

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