STRICTLY BUSINESS: BEAUTY SECRETS FROM THE BARN

The equine marketplace accounts for 20 percent of Rio Vista Sales, which added up to more than $12 million last year.

So, who accounted for the remaining 80 percent?

Two-legged critters called humans.

Rio Vista, a product line designed more than a year ago, includes Rio Vista Tail & Mane Detangler, Rio Vista Equine Shampoo and Rio Vista Hoof Manicure.

Whoa, you say. What is all this?

The Rio Vista line, developed by haircare giant Jheri Redding -- inventor of such human products as Nexxus, Jhirmack and Redken, which features more than 250 human hair care and styling products -- is a horse fancier.

Redding, owner of Rio Vista Rancho in the Central California area, raises thoroughbred racehorses. Since he purchased the Rio Vista Rancho in 1989, Redding, a chemist and nutritionist, has also formulated new feed rations for horses.

In February 1993, he introduced a new line of Rio Vista Equine beauty products.

Sales have skyrocketed for the Santa Barbara, Calif.-based company.

"At first we didn't realize what was happening," said Bob Albert, national sales manager for Rio Vista. "The tremendous demand for the products resulted in the tripling of our production staff."

The startup company exceeded $12 million in its first year of business, and although second-year totals aren't in yet, they're expected to double the 1993 totals.

"We don't know exactly who first figured out that the products worked just as great on themselves as their horses," Albert said. "But, you can bet they told their friends. The stuff is disappearing from shelves faster than air conditioners in July."

Company officials say it all started when several female horse owners noticed the rapid growth of their horses' tails and manes after applying just small amounts of Rio Vista Equine Shampoo and Tail & Main Detanglers to them.

The added fullness, along with the increased manageability of the horses hair, inspired several women to try it on their own locks.

In addition to the hair-care products, Rio Vista Hoof Manicure has become popular with humans.

While originally developed for problem hooves, the apple-scented moisturizing cream is becoming a manicurist's solution for the most problem ridden hands and nails.

The Alpha Hydroxy based hoof healing product was first discovered as a nail treatment by trainers who were applying hoof manicure to their horses' hooves on a daily basis.

Trainers experienced noticeable growth on their own nails from application of the Hoof Manicure.

Albert says there's a reason the products work so well on humans. "The products were designed with only high-quality cosmetic ingredients instead of the industrial-grade chemicals found in most other equine products."

Many people NOT in the know will pass up the Rio Vista Shampoo.

"Developed Specifically for Horses," says the label of the 32-ounce container.

Further, directions tell you to add an ounce of Rio Vista Equine Shampoo to a gallon of lukewarm water. "Mix, rinse horse thoroughly to remove surface dirt. Apply shampoo mixture to horse with a sponge."

You don't have to use that much for human hair. Just a squeeze of the bottle should give you enough.

In case you're interested, don't try to find Rio Vista products at your beauty salon. They are only available in feed, farm and horse supply stores.

They can be found in two Cape Girardeau farm supply stores -- Tractor Supply Co., 612 S. Kingshighway, and Orscheln Farm & Home Supply Inc., 338 S. Christine.

A spokesman from TSC said the Rio Vista shampoo and hoof product were big sellers for human use.

The name of Jheri Redding is a familiar one to the beauty industry. He was one the first men to receive a cosmetology license. He opened his first beauty salon in the 1930s and established a beauty school to improve education for stylists. He became an instant hit as a hair stylist for top film stars.

Redding invented and designed the first hooded hair dryer in the 1940s, and founded Jheri Redding Products Co., now a subsidiary of Conair Corp. During the early 1960s, he co-founded Redken Laboratories, where he formulated and introduced the first protein products.

He sold Redken Laboratories in 1967 and founded Jhirmack Enterprises, now a subsidiary of Playtex International. Over the years, Redding has introduced many beauty products, including the Jheri-Curl, a system to permanently straighten naturally curry hair. He also founded the Nexxus Products Co.

After purchasing the Rio Vista Rancho in California, he became dismayed at the equine products available and founded Rio Vista Equine products.

New on the business scene

Aldi Foods Inc. will move to a new location this year.

The grocery retail store at 209 S. Kingshighway will move into a new building to be constructed near Independence and Kingshighway.

"Some ground work is already under way," said Leonard Purvis, general manager of the O'Fallon Divisions of Aldi Foods Inc., headquartered at O'Fallon.

"As soon as weather allows, the present structure there will be demolished to make way for a new, 15,000-square-foot building."

The property was purchased from the Harris Estate, and the transaction was handled by Thomas L. Meyer Real Estate Co.

Purvis said the new structure would increase the size of the Cape Girardeau Aldi's store, which came into the city about four years ago.

Aldi's is looking to a late fall opening in its new location.

SCOTT CITY -- Appraisal Consultants has opened at 1600 Main St.

The new company specializes in appraising residential property.

Kathy Gosche and Donna Dannenmueller, who combined have more than 14 years in the appraisal field, are owners of the company.

Appraisal Consultants will be open Monday through Friday from 8 a.m. to 5 p.m.

Carol-Cyn's Fashions and Carol's Closet & Consignment, in Sunset Towers Complex, 1020 N. Kingshighway, has been remodeled and expanded.

The company is also planning to expand to the Scott City and Cairo, Ill., areas.

The expansion, to more than 4,200 square feet at Sunset Towers, is the third expansion for the business since it was opened by Carol Schwettmann in 1989.

Millie Kight is manager of the business.

Dr. Karen Yates is scheduled to start seeing patients today in her new office at 1413 N. Mount Auburn Road in Cape Girardeau.

Yates, an ear, nose and throat specialist subspecializing in allergies, was previously at 18 Doctors' Park.

Thomas C. Holshouser of Holshouser & Associates was architect for the new two-level, 5,281-square-foot structure.

The building has an audio testing booth, X-ray department and laboratory.

The parking area has space for 21 patient parking spaces and separate parking for staff.

Steve's Sheds and Ray's Pole Barns recently opened at 7965 Highway 61 North at Jackson.

The new business builds sheds for storage, horse sheds, garages and carports.

Steve and Ray Bollinger are owners of the new business and have a combined total of more than 25 years experience in building. Steve Bollinger has been building portage sheds since 1991 and has 10 years experience in construction. Ray Bollinger has been involved in maintenance and construction 15 years.

Keele & Huggins, certified public accountants, have expanded to a larger office. The company is scheduled to open new offices today at 217 N. West End Blvd.

Keele & Huggins was established in May 1993 by accountants Jerry N. Keele and Paula R. Huggins. The company provides business and personal accounting, corporate, individual, estate and trust preparations, auditing and payroll processing.

Keele and Huggins have a combined total of 22 years experience in accounting and tax preparation.

Elsewhere:

CARUTHERSVILLE -- A Hatfield Inn will be constructed adjacent to the Casino Aztar land-based complex in downtown Caruthersville.

Hatfield Inns is a chain of 13 motels owned by Guy and Dorothy Hatfield, said Caruthersville economic developer Don Lloyd.

Casino Aztar's riverboat casino is expected to open here in mid-April.

POPLAR BLUFF -- A business destroyed by fire in July has reopened in Poplar Bluff.

Long John Silver's Seafood Shoppe reopened last week at 2108 N. Westwood Blvd.

The new business will employ 50.

Long John Silver's opened in Poplar Bluff in 1975. The original building was destroyed by fire July 19.

HAYTI -- Ground work is under way near Interstate 55 and the Hayti exit for a service station, restaurant and motel.

A Dyersburg, Tenn., construction company, Hayes and Sons, is contractor for an Exxon station and Subway Restaurant.

Owners of a new Holiday Inn Express will be Sam Patel and N. N. Patel of Dyersburg.