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"Love Yourself" the new slogan for Malcolm's Haircutters, is not a meaningless advertising ploy: "30 years ago, when I started haircutting, I learned that there's a lot more to this business than cutting hair," observes Malcolm Bonawits, founder and owner of the chain of nine salons: "When a client walks out of one of my salons, they leave with a much more positive feeling then when they first walk through the door. It's because they just did something good for themselves, whether it was a haircut, a perm, a tan - you name it, the end result is that they are reinforcing that part of their self-esteem, or self-worth, that no pill, shrink, or weight loss program can even begin to touch. And that's what we mean when we say 'love yourself.'