INSPIRING BEST PRACTICE IN MEDICAL AESTHETICS
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June 2019
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aestheticmed.co.uk
Contents JUNE
8
EDITORIAL Vicky Eldridge E: vicky@aestheticmed.co.uk T: +44 (0) 207 351 0536
ADVERTISING Jack Diamond T: +44 (0) 207 349 4792 E: jack@aestheticmed.co.uk
NEWS AND ANALYSIS
BUSINESS
08 NEWS The latest news from the industry
32 PR Lynne Thomas gives her tips on how to secure effective press coverage
14 NEWS COMMENT David Gateley shares his views on the government’s campaign to tackle nonsurgical cosmetic procedures 19 AESTHETIC MEDICINE NORTH Show preview
16
40 WEBSITES Alan S Adams shares five steps clinics can implement to ensure they’re getting the most from their website 42 OVERTIME Tina Chander discusses what is excessive and what is normal in terms over overtime
CLASSIFIED Nur Suleyman E: nur@aestheticmed.co.uk T: +44 (0) 207 349 4796
44 REGULATION Tracey Jones asks, is registration with the CQC right for your business?
MARKETING Chloe Skilton E: chloe@aestheticmed.co.uk T: +44 (0) 207 351 0536
37 EMPLOYMENT Victoria Vilas advises on devising internal training programs
44
42
PUBLISHER Mark Moloney E: mark@aestheticmed.co.uk T: +44 (0) 207 351 0536
DESIGN AND PRODUCTION ICD www.icd.gb.com
PRINTING Walstead United Kingdom walstead-uk.com
40
37
SUBSCRIBE Annual subscription UK: Print £44, DD £39.50, Digital £10 Europe: £59.50; outside Europe: £67.30. To receive your copy of Aesthetic Medicine every month call 01371 851875 or see escosubs.co.uk/aestheticmedicine The publisher accepts no responsibility for any advertiser whose advertisement is published in Aesthetic Medicine. Anyone dealing with advertisers must make their own enquiries. M 2 Media Unit 1.17 The Plaza 535 Kings Road London SW10 0SZ
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CONTENTS
IN THIS ISSUE...
aestheticmed.co.uk
73
SKIN 48 SUNCARE Dija Ayodele on the importance of sun protection for skin of colour 50 DEMOGRAPHICS Melissa Wood on treating the over 65s 56 EDITOR’S CHOICE Mesoestetic ha densimatrix 58 PRODUCT FOCUS PRIORI Skin Reboot
INJECTABLES 62 HYALURONIC ACID Dr Brian Franks discusses HA dermal fillers 66 SCLEROTHERAPY Claire Judge shares the results of a 20 year audit of her microsclerotherapy practice 70 TREATMENT SPOTLIGHT iPRF Micro Facial – The New Generation of PRP
85
DEVICES
88
OUT AND ABOUT
73 DOSSIER Multi-mode devices and technology 82 LASER PHOTOTHERAPY Benedetto Cusumano explains the science behind laser phototherapy for hair loss
85 Q&A Aesthetic Medicine chats to Sam Cinkir, managing director of Este Medical Group
88 OUT AND ABOUT Out and about in the industry
82
60 SKIN NEWS The latest skin product launches
48
Welcome
to the June issue of Aesthetic Medicine
50
This month we will be hosting our annual conference Aesthetic Medicine North and, for the first time, it is being held as a standalone event. For the last three years AM North has taken place in October alongside our sister show, Professional Beauty North, however, the event has been such a success that it’s now time for it to stand on its own two feet. With so many conferences and exhibitions taking place during the autumn months, we hope the earlier dates in June will give aesthetic practitioners not just in the North, Midlands and Scotland, but those across the UK, a fantastic mid-year opportunity to gain CPD points and update their knowledge on the latest products and launches on the market. Taking place at Manchester Central on June 29-30, the two-day show has more than ever to see. Check out our show preview on pages 19-30 to find out more and go to aestheticmed. co.uk/north to register. You can also follow us on social media for regular updates, video chats with speakers and news about what will be launching at the show. @AestheticMLive (Twitter), aestheticmedicinelive (Facebook) aestheticmed_live (Instagram). Vicky Eldridge - Editor
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N E W S A N D A N A LY S I S
INDUSTRY NEWS
aestheticmed.co.uk
Government launches campaign to educate the public on cosmetic procedures A campaign by the Department of Health and Social Care (DHSC) advising the public on cosmetic procedures campaign launched last month. The campaign is aimed at tackling poorly administered cosmetic procedures, particularly botulinum toxin and fillers. The DHSC has produced a “cut out and keep” flyer of cosmetic procedure top tips and has funded information advertorials in consumer magazines, including Heat, Grazia and Closer in a bid to encourage the public to take aesthetic procedures seriously and conduct thorough research before undertaking a treatment. Parliamentary Under Secretary of State for the Department of Mental Health, Inequalities and Suicide Prevention Jackie Doyle-Price said, “Many people don’t think fully about the consequences – both physical and mental – of having a cosmetic procedure. These are serious treatments, and you should think carefully before you leap in. “I’m particularly worried about people seeking treatments which are unsuitable for them, or who are not prepared for the mental health impact of an aesthetic change.
“But we also need people to do their homework on the company or individual carrying out the procedure – if a deal looks too good to be true, then don’t be afraid to walk away. The consequences of botched procedures can be dreadful.” The campaign also extends to Twitter, where the DHSC is signposting consumers to new pages on the NHS website with information and guidance about common procedures and how to go about finding a treatment provider.
13% of adults have had suicidal thoughts over body image disorders, says Mental Health Foundation As many as one in eight people have considered taking their own lives because of concerns relating to body image, according to research by the Mental Health Foundation. The report was published to mark Mental Health Awareness Week 2019 (May 13-19). The new research, which polled 4,505 adults, is one of the largest surveys ever completed to capture how we feel about our bodies. The survey also found that more than a third of respondents said their body image left them feeling anxious (34%) or depressed (35%). Additionally, 20% felt shame over the way they looked and 19% reported feeling “disgusted”. The report suggested that social media and images used in advertising have a significant part to play in how we perceive our body image, with almost half of 18 to 24-year-olds blaming the former and one in five citing the latter for provoking anxieties about the way they look.
Unflattering photos are the main trigger for wanting to change body shape, SculpSure survey show Seeing an unflattering photo of themselves would be the top trigger which would prompt women to refine their body shape, according to a survey by body contouring specialist SculpSure (Cynosure). The survey was gathered in March 2019 via Google Surveys among 1,000 women in the UK. Getting back into clothes that no longer fit would encourage almost a third of those surveyed to tackle unwanted curves, while shaping up after childbirth would be the incentive for 8% of women. One in 20 said they would be triggered by a divorce or relationship break-up but only 4% said they would choose to tackle stubborn fat because their friends were also trying.
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N E W S A N D A N A LY S I S
INDUSTRY NEWS
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Training provider Sally Durant goes into administration Sally Durant Aesthetic Education & Training has gone into administration, ceasing to trade from Tuesday, May 14. The training company was founded by Sally Durant in 2009 and ran accredited courses on advanced skin studies and practices. Durant, who has nearly four decades of experience in the industry, played an integral role in raising standards of education and training for beauty therapists working within aesthetics, campaigning for professional regulation and mandatory qualifications. She cited “delays in Government legislation and slow implementation of the JCCP register, together with the financial uncertainty over Brexit” as contributing factors to the decline of her business. She said, “While I have tried everything in my power to restructure or refinance the business in order to save it, I have been unable to secure a way forward.” Durant also stated that she has “no funds or assets with which to discharge my creditors or liabilities” and has sought the advice of a licensed insolvency practitioner who
has told her, as a sole trader, to declare herself bankrupt. She also said that the official receiver will be in touch with colleges and students in due course with regards to “any money that may be owed.” Durant who said she would be “leaving an industry I have worked in and loved for 38 years”, expressed her regret at the situation. She added, “It is a personal tragedy to me to see everything I have worked so hard to achieve collapse in this way, and to feel the terrible burden. I have endeavoured to act with the utmost integrity and honesty in trying to honour my commitments and I am desperately sorry that I have not succeeded in doing so, and for the effect that this situation will have on all concerned.”
Galderma names Med-fx as sole-preferred distributor for its aesthetics portfolio in the UK and Ireland Med-fx has been identified as the potential sole-preferred distributor for the aesthetics portfolio of Galderma (UK) in the UK and Ireland, following a review of the company’s distribution arrangements. The appointment follows a robust tender process that Galderma announced to distributors in early March. Under the new sole-preferred distributor arrangement, Med-fx could be awarded a contract to service all customers who purchase Galderma products marketed under the Azzalure and Restylane brands in the United Kingdom and the Republic of Ireland. Subject to contract, the new proposals would come into effect on September 8, 2019. In the interim, and outside of the new arrangement, existing distributors will continue to be able to purchase and sell Galderma products and services. The refined distribution model will allow Galderma and Med-fx to deliver a more customer-centric proposition, offering healthcare professionals an enhanced level of tailored support.
Petition launched to make dermal fillers prescription only A petition went live on the UK Government and Parliament website last month calling for dermal fillers to be made prescription only and the relevant insurance made mandatory. The petition, which was submitted by Dawn Knight, the patient representative for the Joint Council for Cosmetic Practitioners (JCCP), stated, “Unregulated Aesthetic procedures (i.e lip and cheek enhancements) are rising exponentially by non-healthcare practitioners and members of the public, resulting in a significant increase in reported complication injuries. Dermal fillers can be purchased online by anyone with no training or insurance.” Simon Withey MBBS FRCS said, “I strongly support the call to introduce legislation that would make fillers prescription-only devices. Several years have passed since the Keogh review and patients continue to suffer harm
from fillers. Patients are exposed to levels of risk that surprise them. Reviews of patient attitudes have exposed a gap between levels of legislation and protection expected by patients and the reality. Classification of fillers as a prescription-only device would close this gap.”
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N E W S A N D A N A LY S I S
INDUSTRY NEWS
aestheticmed.co.uk
BAAPS audit shows market remains stable The British Association of Aesthetic Plastic Surgeons (BAAPS) has released its annual audit. According to the new figures, more than 28,000 procedures took place in 2018, a small increase of 0.1% on 2017. Women underwent 92% of all cosmetic procedures recorded, and, as in 2017, the three most popular procedures for women were breast augmentation, breast reduction and blepharoplasty (eyelid surgery). The biggest increases for women were for liposuction which rose 12%, and facelifts which rose 9%. Former BAAPS president Rajiv Grover, who compiles the audit on an annual basis, commented, “The demand for cosmetic surgery remains buoyant despite a year when the high street has struggled. Women in particular chose to spend on treatments with a proven track record such as facelifts, which deliver reliable, long-lasting and natural results. “While demand for non-surgical treatments such as fillers and skin tightening is rising, it’s important to note that, once there is actual loose skin, only surgery is likely to make a significant long-term improvement.” Across both genders, liposuction saw a sharp rise of 9%. Grover explained, “The rise comes at a time where the popularity of TV shows such as Love Island has driven the desire for a toned torso. The danger of cosmetic surgery becoming too closely linked to reality TV or celebrity endorsement is that it can make surgery seem like a commodity, which should never be the case.”
Overall, male cosmetic surgery dropped by 4.7% in 2018 as non-surgical treatments gained popularity, driven by the trend for men preferring to look tweaked rather than tucked. The fall in brow lifts for both women (down 15%) and men (down 4%) underlines the value of botulinum toxin as both an alternative and as a preventative treatment in rejuvenating the forehead and brow. Grover concludes: “The non-surgical sector is rife with lax regulation and unethical promotions and the public must remain vigilant as ‘non-surgical’ does not mean the same as ‘non-medical’. These treatments have risks as well as benefits and patients must choose their practitioner very carefully.”
sk:n acquires Destination Skin clinics Clinic group sk:n has acquired aesthetic skincare chain Destination Skin. Following its own acquisition by private equity company TriSpan in February, sk:n has now bought Destination Skin and its 16 clinics. Locations include London, Bristol, Manchester and Cardiff. The acquisition brings the total number of clinics operated by the group to 68, with Destination Skin’s sites joining the 52 sk:n clinics nationwide. Combined, both brands generate total annual revenues of approximately £40 million, according to the company. In a press release, sk:n said it plans to open new clinics under both brands in the coming months.
Sunscreen application does not prevent vitamin D production in the majority of people Sunscreens do not prevent vitamin D production according to three new studies released in the British Journal of Dermatology (BJD), supported by a systematic review of 75 papers on sunscreen and vitamin D. Holly Barber of the British Association of Dermatologists said, “The ability to achieve adequate protection from the sun to avoid sunburn, a risk factor of skin cancer, while not impacting vitamin D production is really encouraging. “The risk of vitamin D deficiency from sunscreen has been found to be low, and therefore is unlikely to outweigh the benefits of sunscreen for skin cancer prevention. Further research is required on SPF 30 and higher sunscreen.”
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N E W S A N D A N A LY S I S
INDUSTRY NEWS
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NEWS IN BRIEF AZZALURE CELEBRATES ITS 10-YEAR MILESTONE
It is now 10 years since Azzalure was first approved in Europe for the treatment of glabellar lines. The product is now approved in 72 countries worldwide and has been used for 40 million treatments in Europe and the US alone. “We are delighted to reach this landmark and are looking forward to another decade of high patient and physician satisfaction,” said Patricia Ramos, brand manager medical solutions, A&C and prescription divisions, Galderma UK and Ireland.
CHEAP DERMAL FILLER KITS FOR SELF-INJECTION SOLD ONLINE
Online retailers Amazon and eBay have been criticised for selling dermal filler kits designed to be injected at home by consumers for as little as £43. Products manufactured by French and Korean companies were found on sale on the marketplace sites, listed by unofficial sellers. One lip kit was listed as containing hyaluronic acid, while the same seller described the other as being composed of “BioCollagen”, water and lactic acid.
SISU AESTHETIC CLINIC PLOTS UK EXPANSION
Aesthetic clinic chain SISU, which has four sites in Ireland, has just opened its fifth in Belfast and has now outlined plans to open a further four in the UK this year in Leeds, Newcastle and Manchester. SISU was co-founded by Irish tech entrepreneur Pat Phelan and brothers Brian and James Cotter. The expansion follows news by separately owned clinic group Thérapie that it is set to open up to 100 clinics in the UK, following £50m investment. Thérapie also made its England debut relatively recently, opening in Newcastle in June last year.
JCCP AND TRANSFORM UNVEIL VIDEO PROMOTING PARTNERSHIP
The JCCP has entered into a Memorandum of Understanding with Transform. The aim is to work together to assure patients who seek cosmetic services from the group that practitioners meet the JCCP’s competency standards and are proficient. To mark the announcement, a video was released to educate people about the work of the JCCP and its safety standards, as well as its association with Transform. You can watch the video on YouTube or on aestheticmed.co.uk
Two-thirds of British men now have a beauty regime, says study Two-thirds of men admit they have their own beauty regime, including using face masks, skin toner and anti-wrinkle creams, a study has found. A poll of 1,000 people found that British males spend an average of £760 a year on ‘essentials’ to keep their skin in tip-top condition. Men surveyed said they spent longer on their skincare routine than women, with men taking 23 minutes, compared to women, who take an average of 17 minutes. The study, by natural skincare brand NUXE, also found that men were inspired to use products by their mums rather than their partners – with more than half saying their mothers got them into the routine. The report came shortly after a BBC survey showed that men feel “just as much pressure as women” to have cosmetic procedures in order to look good and that nearly 50% of men between the ages of 18 and 30 “might consider” having a procedure done. Another study by make-up line MMUK Man suggested that one in three British men will be wearing make-up by 2020. Millennials are driving the trend, with guys between the ages of 19 and 30 the most likely to dabble in make-up, the report found, with 39% of this age group already using cosmetics on a daily basis.
Patients place more importance on price than safety, says Allergan survey Patients often place more importance on price than safety, according to a new report by Allergan on perceptions of beauty. The 360° Aesthetics Report surveyed more than 14,500 aesthetically conscious consumers aged 21-65 in 18 countries. It revealed cost was a primary concern in questions asked during consultation, followed by effectiveness of treatment. Safety was last. The words most commonly used words to describe beauty ideals were “natural”, “smooth”, “soft” and “healthy”, with 69% saying that looking their best was important for daily activities. The survey also showed that the popularity of aesthetic treatments is on the rise with 83% saying they believed injectable treatments are now socially acceptable and 73% saying they expect to spend money on aesthetic treatments in the next year, compared to 50% who reported spending in the past year.
NEWS IN PICTURES Dr Carl Thornfeldt, the founder of Epionce skincare, travelled to the UK to host a symposium with UK distributor Eden Aesthetics. The first event took place at 41 Portland Place, London. In his presentation, Dr Thornfeldt covered the Epionce foundational philosophy for skin health, the power of clinical results and hot trends in skincare, and also focused on treating adult acne with the new Epionce Purifying acne duo: Purifying Spot Gel and Purifying Wash. Eden also held events in Manchester, Belfast and Dublin during Dr Thornfeldt’s visit.
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N E W S A N D A N A LY S I S
NEWS COMMENT
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News comment David Gateley shares his views on recent news concerning the government’s campaign to tackle botched non-surgical cosmetic procedures
T
he new campaign, launched by the Department of Health and Social Care to combat botched botulinum toxin and filler procedures does not tackle the core and most pressing issues blighting aesthetic procedures in the UK – and it seems to be an attempt to absolve responsibility. The campaign seeks to warn the general public about the risks of undergoing a procedure by an insufficiently qualified practitioner, and of taking a procedure into their own hands at home. This raises some obvious questions. Why are unqualified or inadequately qualified practitioners given licence to treat the general public? And, with the government fully aware that the failure of the system is down to untrained, and in many cases unscrupulous administrators, why is responsibility being laid at the general public’s door with the suggestion that it is up to them to do a regulator’s job in assessing practitioners? There seems to be an overriding quasi-attitude that nonsurgical cosmetic practice should not come under medical criteria, in the same way surgical cosmetic procedures do. In this treatment category, the general public are called clients, rather than patients and there are far fewer
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restrictions – both in terms of who can administer fillers and where they can practice. This does not feel appropriate. As a trained surgeon who also provides non-aesthetic services, it is my view that injectables should only be administered by qualified doctors and nurses in proper, professional facilities. There should be detailed logs kept of both the procedures given and patient experience, with serious sanctions in place should there be mistakes made or damage done. There also needs to be far tighter restriction on who can access filler products. Currently, only nurse prescribers and doctors can openly order fillers, but with practitioners administering treatment outside of the nursing and medical community, where exactly are they getting product from? The health service continues to take an extremely poor approach to non-surgical aesthetic practice. This might be contributed to by hidden lobbying taking place to make sure this area remains somewhat of a free-for-all. And when commercial interests take precedence over public safety, the health risks involved cannot be mitigated by awareness campaigns. The NHS is simply heaping marketing costs on the time and energy it already wastes correcting botched procedures. AM
David Gateley (MA, FRCS, FRCS (Plast)) is one of the UK’s leading plastic and reconstructive surgeons. He has worked for 32 years in plastic surgery for the NHS, including training the country’s next generation of plastic surgeons at St George’s Hospital. He currently works as lead plastic surgeon alongside Victoria Rose at DRG Plastic Surgery in Harley Street, London.
Aesthetic Medicine • June 2019
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RAISE YOUR
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EXHIBITION • CONFERENCE • DEMONSTRATIONS • WORKSHOPS
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AM N O RTH 2019
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Head North
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This month sees Aesthetic Medicine North – the UK’s only major conference and exhibition for aesthetic practitioners the North of England – take place at Manchester Central on June 29 and 30. Over the next few pages, we tell you what’s going on to help you plan your visit
A
esthetic Medicine North, the UK’s only dedicated conference and exhibition for aesthetic practitioners in the North of England, returns to Manchester Central this year with new earlier dates of June 29-30. After three successful years running alongside Professional Beauty North, the new dates have been chosen to create a standalone event aimed specifically at doctors, nurses, dentists, dermatologists and surgeons working in the Midlands, North and Scotland. Featuring leading industry brands, AM North will showcase some of the newest treatments and techniques taking the market by storm. It is a fantastic opportunity for visitors to experience and compare the most cutting edge equipment and techniques at the same time as gaining valuable CPDaccredited education.
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• DISCOVER the latest treatment trends and products by walking round our bustling exhibition featuring market-leading brands • LEARN by attending our CPD-accredited education programme, including a clinician-only conference on Saturday, and business workshops • WATCH live demonstrations of treatments from our exhibitors and hear from KOLs about exciting product developments for free on the Live Stage • CONNECT with your peers and network in the delegate lounge or in the coffee shops within the exhibition. • BUY products and devices and take advantage of exclusive offers only available to visitors to the show
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AM N O RTH 2019
aestheticmed.co.uk
NEW FOR 2019
BUILD YOUR BUSINESS SKILLS
Our Business Workshop programme gives you access to successful clinic owners and leading business consultants to inspire you to grow and develop your clinic. Topics will include the entrepreneur mindset; how to differentiate yourself and your business in a competitive market; sales and marketing strategies for success and a social media bootcamp.
NEW DATES FOR 2019
After three years running alongside Professional Beauty North, Aesthetic Medicine North is now a stand-alone show with new dates (June 29-30), making it the perfect mid-year update to what’s going on in the market outside London.
NEW FLEXIBLE EDUCATION PASSES
For the first time in 2019, you will be able to book individual 50-minute conference sessions for just £12.50+VAT each. The programme’s headline topics will be Innovative Injection Techniques on Day 1 and Skin: Meeting the Challenges and Treatments for the Body on Day 2. NEW FO
2019
R
GET CPD-ACCREDITED EDUCATION
Aesthetic Medicine North’s CPD-accredited clinical conference features a comprehensive two-day programme covering the latest trends in clinical practice.
WATCH FREE DEMONSTRATIONS
Watch free demonstrations and hear about the latest innovations and launches from our exhibitors and their key opinion leaders on the Live Stage. It is located on the show floor and is accessible to all visitors – no booking required.
CHAT TO EXHIBITORS
DON’T FORGET TO DOWNLOAD THE SHOW APP
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To get the most out of the show, why not download our app to search the exhibitors, products and offers? Stay up to date with the wide range of seminars and other features of the show. Don’t forget to turn on notifications for instant updates. Download the show app at aestheticmed.co.uk/showapp
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SEE US ON STAND A6
NORTH MANCHESTER CENTRAL 29-30 JUNE 2019
SEE US ON STAND A6
NORTH MANCHESTER CENTRAL 29-30 JUNE 2019
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MINUTE LASER BODY SCULPTING
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aestheticmed.co.uk HA DENSIMATRIX | MESOESTETIC | STAND B12 ha densimatrix is a new moisturising, anti-ageing treatment from mesoestetic that enhances collagen and elastin synthesis to provide skin tissues with firmness and elasticity, as well as to fill wrinkles. Designed to be used as a daily moisturising treatment or following medical aesthetics procedures to enhance and prolong the results, the product combines three unique complexes that provide synergistic mechanisms of action, such as the contribution, protection and stimulation of hyaluronic acid and elastic fibres. CELLUMA | BIOPHOTAS | STAND A5 BioPhotas, the manufacturer of the Celluma Series of therapeutic LED devices, has recently expanded its product range. Products in the Celluma range make use of light energy to improve cellular health and accelerate the repair and replenishment of tissue cells. The company’s flagship device is the Celluma PRO, with four new versions being introduced in 2019. Celluma PRO has three pre-programmed settings (emitting either blue, red or near-infrared wavelengths) for the treatment of acne, anti-ageing, wound healing and pain.
VBEAM PRIMA | CANDELA | STAND B17 Long considered the gold standard for Pulsed Dye Lasers (PDL), the new Vbeam Prima builds on a 20-year legacy of advanced features, helping physicians and their patients achieve better results, as well as offering an improved treatment experience. The device treats vascular lesions, hemangiomas, angiomas and spider angiomas, leg veins, inflammatory acne, benign pigmented lesions, striae (stretch marks), warts, facial veins, port wine stains, rosacea, poikiloderma, scars and wrinkles.
On show
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We round up some of the products and technologies on show at Aesthetic Medicine Live 2019 on March 23-24 at Olympia London HEADLINE SP O N SO R 3D-LASERSCULPT | 3D-LIPO | STAND A6 3D-LaserSculpt is a brand new launch from equipment manufacturer 3D-lipo. Offering the latest in laser technology for non-surgical fat reduction and body contouring in just 25 minutes, 3D-LaserSculpt is designed to reduce stubborn fat in problem areas such as the abdomen, love handles, and flanks. The 1060nm laser fat removal treatment offers clinics the ultimate in advanced technology to help their clients achieve a slimmer appearance without surgery or downtime.
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EVERACTIVE C&E | ALUMIERMD | STAND C8 2018 saw the launch of AlumierMD’s groundbreaking vitamin C product EverActive C&E serum, described as the most optimally active vitamin C and E serum on the market. The product stays fresh from the moment it is opened due to a unique delivery system that ensures the complex is always optimally active. Each bottle of EverActive C&E incorporates two chambers – - the first contains the active serum, the second holds the vitamin C crystals - which are released into the serum by snapping the airtight seal.
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SHELASE | ADVANCED ESTHETICS SOLUTIONS | STAND A2 Shelase is the world’s first mixedlaser technology platform for female wellbeing from Quanta Systems (distributed in the UK by AES). Combining the gold standards of the CO2 10600nm and GaAs 1540nm wavelengths in a sequential or simultaneous fractional emission, the dual laser treatment is designed for effective vaginal mucosa resurfacing and tightening. It delivers a significant improvement in a patient’s quality of life and sexual satisfaction, and allows an immediate return to normal activities.
TRUSCULPT ID | CUTERA | STAND B13 Among the devices on display on the Cutera stand will be the truSculpt iD system. The treatment is designed to sculpt and reshape clients’ bodies in one 15-minute session. The device uses radiofrequency (RF) energy to heat and destroy fat cells permanently, and the body then naturally expels the remnants of the fat cells. This powerful, non-invasive, monopolar RF platform can be tailored to to patients’ individual needs and features real-time temperature control for clinically proven results, safety, and patient experience. truSculpt iD treats the entire fat layer, resulting in an average of 24% fat reduction.
FLEX | DERMALUX | STAND D8 Aesthetic Technology, the manufacturer of Dermalux, has expanded its portfolio to include the Dermalux Flex. Flex is targeted as an entry-level device that is fully portable and ideal for in-clinic and mobile use. It delivers the same three wavelengths as the Tri-Wave MD and can be used for the face and the body.
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MEDJET | THE SMART GROUP | STAND P21 The Smart Group will be displaying a variety of innovative new devices including its MedJet no-needle injection device for subcutaneous, intramuscular and intradermal delivery of skin substances such as Botox for hyperhidrosis and HA fillers under 15mg per ml.
BTL EMSELLA | BTL | STAND C17 BTL will bring the Emsella system to the show, a breakthrough treatment that combats SUIs in women via focused electromagnetic energy. A single BTL Emsella session brings thousands of supramaximal pelvic floor muscle contractions, which are extremely important in muscle re-education of incontinent patients. This stimulation leads to regained control over pelvic floor muscles and bladder. With 95% patient satisfaction, patients remain fully clothed throughout the treatment.
ONDA | LYNTON | STAND A4 Lynton will be showcasing the Onda from DEKA, a non-surgical body-shaping device using revolutionary new technology known as “Coolwaves”. Coolwaves (microwaves) bypass the uppermost layers of skin tissue, helping deliver more energy/heat directly to the subcutaneous fat cells, increasing the ability to achieve fat cell death. This results in a safer, more effective non-invasive body shaping treatment with fewer complications and consumables than radiofrequency and cryolipolysis alternatives. >
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aestheticmed.co.uk 3D-NANOSURE | 3D-LIPO STAND A6 3D-Nanosure offers an affordable solution for the removal of unwanted tattoos across a full spectrum of ink colours. The Q-Switched laser produces a quick, powerful pulse that shatters tattoo ink without harming surrounding tissue. Nd:YAG 1064nm wavelength is the powerhouse for treating black, blue and other dark ink colours, while the 532nm wavelength effectively removes red, orange, pink and other bright colours. 3D-NanoSure’s speed is governed by the spot size of the laser and shots per second with a Hz of 10 and a spot size of 2-10mm.
TRI-WAVE | DERMALUX | STAND D8 Tri-Wave is a free-standing LED system with an ergonomic, lightweight design that offers full treatment coverage for the face and body. Innovative Tri-Wave technology enables three clinically proven wavelengths to be delivered as single or multi-wavelength treatments for powerful and lasting standalone results.
COSMO PLASMA PRO | JOHN BANNON | STAND C22 Cosmo Plasma Pro offers a safe alternative to surgery and is highly effective for non-surgical blepharoplasty and the removal of skin tags. It utilises a 0.3mm probe for deep tissue remodelling with minimal surface trauma. The variable settings allow the practitioner to tailor the treatment to the patient, and different techniques offer multiple benefits for skin rejuvenation and skin tightening. PRIMELASE | COSMEDITECH | STAND C18 Cosmeditech will showcase the Primelase HR Device, which offers a combination of solid state laser (SSL) and diode laser for quicker and safer hair-removal treatments.
GLOBAL EYECON | MESOESTETIC | STAND B12 mesoestetic’s latest protocol for addressing wrinkles and expression lines, under-eye bags, circles and drooping upper eyelids is global eyecon. A convenient, effective programme, it combines a peel with transepidermal solution to achieve visible, cumulative results after the first session. The programme comprises of six sessions, alternating three periocular peel sessions with three transepidermal sessions.
HIKARI MESO COCKTAILS | JOHN BANNON | STAND C22 Hikari’s Nobel prize award winning meso cocktails offer none different unique formulas including Growth Factor; Wrinkle; Tight & Firm; Eyes; Stretch Marks; Pigmentation; Hair; Hydrate and Cellulite. The cocktails contain active ingredients that provide a long term treatment process and immediate results. The cocktails can be mixed to create bespoke formula’s or combined with other modalities.
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PROMAX LIPO | LYNTON | STAND A4 ProMax Lipo provides non-surgical liposuction and skin tightening using bipolar and multipolar radiofrequency, vacuum massage, ultrasonic cavitation and LED. BTL EMSCULPT | BTL | STAND C17 BTL Emsculpt is the only procedure to help both women and men build muscle and burn fat. In addition, the treatment creates the world’s first non-invasive buttock lifting procedure. The efficacy and safety have been tested in seven peerreviewed studies. INMODE MORPHEUS8 | INMODE | STAND A14 Morpheus8 is a sub-dermal radiofrequency (RF) device that fractionally remodels and contours the face and body. It delivers immediate results, as well as more uniform, symmetrical, longlasting and consistent outcomes, by treating both the subcutaneous fatty layers and the superficial layers of the skin.
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Clinical education Find out what’s in store for our 2019 CPD-accredited education programme
E
ducation is at the heart of what we do and, for 2019, we are making our two-day, CPD-accredited conference at Aesthetic Medicine North even more flexible and accessible than ever. For the first time this year, each session will be one hour long and can be booked individually for just £12.50+VAT to allow you to pick and choose the topics that most suit your needs. Featuring leading speakers from across the UK, its interactive format inspires discussion and audience participation. Saturday’s programme will focus on injectables and will only be open to practitioners with a valid registration to a medical professional regulatory body, while Sunday’s programme is open to all of those practising aesthetics and will focus on treatments for the body and skin.
DON’T MISS
FACIAL CONTORUING ON THE NOSE AND CHIN WITH MR ASH LABIB SATURDAY, JUNE 29 | 12PM-1PM Join leading facial aesthetics practitioner and trainer Mr Ash Labib (FRCS, DLO) for this session on facial contouring of the nose and chin, where he will not only share his techniques for enhancing these areas but will also demonstrate them live on a model. This will also be a chance to see the newly launched product from Allergan indicated for chin augmentation – Volux. * Please note that entry to sessions on Saturday’s conference programme on Innovative Injection Techniques is limited to medically trained practitioners only and you will be asked to provide proof of your membership to a professional regulatory body such as the GMC, NMC or GDC. Aesthetic Medicine reserves the right to refuse entry to anyone not meeting that criteria.
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MANAGING COMPLICATIONS PANEL SATURDAY, JUNE 29 | 4PM-5PM Dr Martyn King, chair of the Aesthetics Complications Expert Group, will lead this discussion on managing complications. Complication management is one of the most important but often overlooked skill sets an aesthetic practitioner can have. Speakers will discuss a wide range of complication-related topics and how to diagnose and deal with them. LIPS MASTERCLASS SATURDAY, JUNE 29 | 2PM-3PM Lip fillers are becoming more and more popular, but with this we are seeing a rise in unnatural results and complications. In this session we will examine techniques for lip enhancement. Dr Steve Harris will speak about his Non-Surgical Lip-Lift while Cheryl Barton will discuss consultation and assessment for optimal and ethical lip enhancement treatments. PIGMENTATION – ADRESSING THE NUMBER ONE CAUSE OF PREMATURE SKIN AGEING SUNDAY, JUNE 30 | 10AM-11AM Sun damage is the number one cause of premature skin ageing and pigmentation is its calling card. Join Dr Paul Charlson for this session will examine how to tackle various types of pigmentation.
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CLINICAL CONFERENCE SATURDAY, JUNE 29 INNOVATIVE INJECTION TECHNIQUES
SUNDAY, JUNE 30 PART 1: SKIN MEETING THE CHALLENGES
9.00 - 10.00
COFFEE AND REGISTRATION
10.00-11.00
10.00 – 11.00 SESSION 1 THE UPPER THIRD Botulinum toxin is the gold-standard for treating the glabellar, crow’s feet and forehead lines. This session will examine techniques for rejuvenating the upper third using botulinum toxin.
9.00 - 10.00
COFFEE AND REGISTRATION SESSION 1 PIGMENTATION – ADRESSING THE NUMBER ONE CAUSE OF PREMATURE SKIN AGEING Sun damage is the number one cause of premature skin ageing and pigmentation is its calling card. This session will examine how to tackle various types of pigmentation. Speakers include: Dr Paul Charlson
11.00-12.00
SESSION 2 THE MID FACE The main focus of this session will be the cheeks, from creating a natural look and avoiding overfilling to addressing volume loss in the male face without feminising features.
11.00-12.00
SESSION 2 TREATING THE FULL SPECTRUM OF SKIN TYPES From how to attract and keep a more diverse clientele by offering skin-type-specific treatments to what not to do to avoid complications when treating different skin types.
12.00-13.00
SESSION 3 TOPICAL PRODUCTS – WHAT WORKS? Join our panel for a debate around ingredients – what’s new, what’s tried and tested and what actually works.
Speakers include: Lee Walker and Dr Raul Cetto 12.00-13.00
SESSION 3 FACIAL CONTORUING ON THE NOSE AND CHIN WITH MR ASH LABIB Join leading facial aesthetics practitioner and trainer Mr Ash Labib for this session on facial contouring LIVE of the nose and chin with live demos. DEMO
Speakers include: Dr Raul Cetto, Cheryl Barton and Victoria Hiscock
Speaker: Mr Ash Labib 13.00-14.00
SESSION 4 INJECTABLES THAT STIMULATE REGENERATION – IS THIS THE FUTURE? In today’s market there is an increasing focus on injectable treatments that stimulate the body’s own regenerative response. From PRP and stem cells to collagen stimulating fillers, this session will look at the place of these treatments in the future.
SUNDAY JUNE 30 PART 2: BODY TREATMENTS AND PROTOCOLS 13.00-14.00
SESSION 4 THE ROLE OF DIET AND NUTRITION AS AN ADJUNCT TO BODY SHAPING Effective in-clinic weight loss and body contouring can be enhanced by taking a 360- degree approach. Here we look at the role of diet and nutirition in aesthetics.
SESSION 5 LIPS MASTERCLASS Lip fillers are becoming more and LIVE more popular but with this we are DEMO seeing a rise in unnatural results and complications. In this session we will examine techniques for lip enhancement. Speakers include: Dr Steve Harris and Cheryl Barton
14.00-15.00
SESSION 5 FIGHTING FAT –INNOVATIONS IN DEVICES FOR BODY Device-based body shaping had undoubtedly been one of the fastest growing areas in the aesthetics market in the last decade. Find out about the latest innovations in this field.
15.00-16.00
SESSION 6 THE LATEST APPROACH TO TREAT AGE-RELATED ATROPHY IN A FEMALE PATIENT APPLYING MDCODES This demonstration will provide a comprehensive and holistic approach to facial assessment focusing on treatment planning and practical application using multiple syringes of dermal fillers. The demonstration will cover the temples, cheek, chin and jaw line, tear trough and lips. Needle and cannula techniques will be used. Speakers: Dr Olha Vorodyukhina
15.00-16.00
16.00-17.00
SESSION 7 MANAGING COMPLICATIONS In this final session of the day a panel of speakers will discuss compolications and how to manage them. Speakers include: Dr Martyn King and the Aesthetics Complications Expert Group
Speakers include: Mr Ali Ghanem 14.00-15.00
Speakers include: Dr Aamer Khan and Dr Ash Dutta SESSION 6 THE ROLE OF HORMONES IN AESTHETIC MEDICINE This session will look at the role of bioidentical hormones in a 360-degree approach to rejuvenation, menopause and its effects on the body and skin and intimate rejuvenation.
Conference delegate passes cost £12.50+VAT for each individual one-hour session. To register visit aestheticmed.co.uk/north
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Business workshops Get inspired and invigorate your business at the Aesthetic Medicine North business workshops
Saturday, June 29 – Chair Richard Crawford-Small
Sunday, June 30 – Chair Richard Crawford-Small
11am-2pm THE ENTREPRENEUR MINDSET
11am-1.30pm STANDING OUT FROM THE CROWD – HOW TO DIFFERENTIATE YOURSELF AND YOUR BUSINESS IN A COMPETITIVE MARKET
What does it mean to be an entrepreneur in the aesthetics sector? Starting your own business can be extremely rewarding but there are also challenges along the way. This session will examine the different skills and techniques needed to succeed in a competitive marketplace and invigorate you and your business for the future. When you are operating at your best, your business will flourish too. 11am-11.45am Workshop 1: Getting into the entrepreneur mindset – what’s the most important thing you are not doing? Richard Crawford-Small 11.45am-12.30pm Workshop 2: What entrepreneurs do? Panel session with Sue Lumley, Steven Land, Dr Abdul-Karim Nassimizadeh and Dr Mohammad Nassimizadeh 12.30pm-1.15pm Workshop 3: How I doubled my business in three months Megan Foster 1.15pm-2pm Workshop 4: Meeting the challenges – practical tips from the front line on how to get the most from your marketing Panel session 2pm-2.45pm CQC WORKSHOP WITH TRACEY JONES Workshop 5: Does your business need to be Care Quality Commission (CQC) registered? Inspire to Outstand Ltd supports businesses moving forward with CQC registration and inspection.
2.45pm-4.15pm THE BEST LAID PLANS: SALES AND MARKETING STRATEGIES FOR SUCCESS How do you create a business plan, plan your business growth strategies or plan your marketing budgets and campaigns? Proper planning can make you more time efficient and help boost your business and drive growth. 2.45pm-3.30pm Workshop 6: Developing your USP – what’s your special sauce? Richard Crawford-Small 3.30pm-4.15pm Workshop 7: 360 degree marketing strategies for success
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Aesthetics is a rapidly growing industry, and with that comes both huge opportunity and competition. So how do you stand out from the crowd and make your clinic shine? This session will focus on everything from developing your USPs and brand identity to gaining 5 star reviews. 11am-11.45am Workshop 1: It’s all about the tribe Richard Crawford-Small 11.45am-12.30pm Workshop 2: How to consistently earn five-star reviews Antonia Mariconda 12.30pm-1.15pm Workshop 3: Personal and professional secrets on how I went from zero to over 1,500 regular facial aesthetic patients in less than five years Dr Harry Singh 1.15pm-2pm Workshop 4 How to stand out from the crowd with your brand and online profile Dr Abdul-Karim Nassimizadeh and Dr Mohammad Nassimizadeh 2pm-4.15pm WELCOME TO THE SOCIAL CLUB Social media is one of the most powerful marketing tools at your disposal, but with its many advances come the challenges of what to do when you get negative comments, how and when to post, how to engage with your audience effectively, how to produce exciting video content and which channels work best for you and your clients. 2pm-2.45pm Workshop 5: Creating a social media plan Chris Halpin, Alex Bugg and Mark Bugg 2.45pm-3.30pm Workshop 6: The power of Facebook Live Richard Crawford-Small 3.30pm-4.15pm Workshop 7: On the right channel – choosing the right social media platforms to engage with your clients and promote your business
Business workshops can be booked individually for £10 each. Go to aestheticmed.co.uk/northreg
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Live Stage Our Live Stage programme offers you a chance to see free live demonstrations and listen to talks from KOLs on some of the treatments and brands on display at the show Saturday, June 29
Sunday, June 30
11:00
Lynton Lasers
11:00
John Bannon
Adding a Private Medical Weight Loss Service to the Treatments You Offer Sandy Green NIP (The National Medical Weight Loss Programme)
11:30
Candela
11:30
12:00
Dermalux
12:00
Blemish Removal at Levels 4 and 5 Janet Turner & Gill Morris (Sterex)
12:30
BTL
12:30
The Next Level in Skin Tightening with Morpheus8 Dr Judy Todd (InMode)
13:00
Roseway Labs
13:00
SlimFit Aesthetics
13:30
GDPR and Patient Rights Mark Lainchbury (e-clinic)
13:30
TBC
14:00
AlumierMD
14:00
The Benefits of Mixed Modality in Aesthetics Sarah McNulty (Advanced Esthetics Solutions)
14:30
Non-Invasive Laser Face Lifting & BodySculpting Dr Tania Phillips (Castle House Medical)
14:30
Perfecte’Me Matin Sade
15:00
Celluma
15:00
Cutera
15:30
Plasma & Beyond – Not Just Your Average Plasma Fibroblast Rosey Drewitt-Staples (Cosmo Pro)
15:30
TBC
16:00
TBC
16:00
TBC
DON’T MISS
DON’T MISS
SATURDAY, JUNE 29 • 11:30 Adding a Private Medical Weight Loss Service to the Treatments You Offer (The National Medical Weight Loss Programme)
SUNDAY, JUNE 30 • 13:30 GDPR and Patient Rights (e-clinic)
Sandy Green
SATURDAY, JUNE 29 • 12:30 The Next Level in Skin Tightening with Morpheus8 (InMode)
Mark Lainchbury
SUNDAY, JUNE 30 • 14:00 The Benefits of Mixed Modality in Aesthetics (Advanced Esthetics Solutions) Sarah McNulty
Dr Judy Todd
SATURDAY, JUNE 29 • 14:30 Non-Invasive Laser Face Lifting and Body Sculpting (Castle House Medical) Dr Tania Phillips
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A PARTNERSHIP YOU CAN COUNT ON CELEBRATING OUR 10TH ANNIVERSARY IN AESTHETIC TREATMENTS As your trusted partner in aesthetics, Azzalure is a truly global toxin approved in 72 countries with 40 million glabellar line treatments in Europe and the United States alone.1,2 Here’s to another decade of natural-looking results and high patient satisfaction.3
Azzalure Prescribing Information (UK & IRE) Presentation: Botulinum toxin type A (Clostridium botulinum toxin A haemagglutinin complex) 125 Speywood units of reconstituted solution (powder for solution for injection) Indications: Temporary improvement in appearance of moderate to severe: • Glabellar lines seen at maximum frown, and/or • lateral canthal lines (crow’s feet lines) seen at maximum smile in adult patients under 65 years, when severity of these lines has an important psychological impact on the patient. Dosage & Administration: Azzalure should only be administered by physicians with appropriate qualifications and expertise in this treatment and having the required equipment. Botulinum toxin units are different depending on the medicinal products. Speywood units are specific to this preparation and are not interchangeable with other botulinum toxins. Reconstitute prior to injection. Intramuscular injections should be performed using a sterile suitable gauge needle. Glabellar lines: recommended dose is 50 Speywood units divided equally into 5 injection sites, 10 Speywood units to be administered intramuscularly, at right angles to the skin; 2 injections into each corrugator muscle and one into the procerus muscle near the nasofrontal angle. Lateral canthal lines: recommended dose per side is 30 Speywood units divided into 3 injection sites; 10 Speywood units to be administered intramuscularly into each injection point, injected lateral (20 - 30° angle) to the skin and very superficial. All injection points should be at the external part of the orbicularis oculi muscle and sufficiently far from the orbital rim (approximately 1 - 2 cm); (See summary of product characteristics for full technique). Treatment interval should not be more frequent than every three months. The efficacy and safety of repeat injections of Azzalure has been evaluated in Glabellar lines up to 24 months and up to 8 repeat treatment cycles and for Lateral Canthal lines up to 12 months and up to 5 repeat treatment cycles. Not recommended for use in individuals under 18 years of age. Contraindications: In individuals with hypersensitivity to botulinum toxin A or to any of the excipients. In the presence of infection at the proposed injection sites, myasthenia gravis, Eaton Lambert Syndrome or amyotrophic lateral sclerosis. Special warnings and precautions for use: Care should be taken to ensure that Azzalure is not injected into a blood vessel. Use with caution in patients with a risk of, or clinical evidence of, marked defective neuro-muscular transmission, in the presence of inflammation at the proposed injection site(s) or when the targeted muscle shows excessive weakness or atrophy. Patients treated with therapeutic doses may experience exaggerated muscle weakness. Not recommended in patients with history of dysphagia, aspiration or with prolonged bleeding time. Seek immediate medical care if swallowing, speech or respiratory difficulties arise. Facial asymmetry, ptosis, excessive dermatochalasis, scarring and any alterations to facial anatomy, as a result of previous surgical interventions should be taken into consideration prior to injection. Injections at more frequent intervals/higher doses can increase the risk of antibody formation. Avoid administering different botulinum neurotoxins during the course of treatment with Azzalure. To be used for one single patient treatment only during a single session. There is a potential risk of localised muscle weakness or visual disturbances linked with the use of this medicinal product which may temporarily impair the ability to drive or operate machinery. Interactions: Concomitant treatment with aminoglycosides or
other agents interfering with neuromuscular transmission (e.g. curare-like agents) may potentiate effect of botulinum toxin. Pregnancy, Lactation & Fertility: Not to be used during pregnancy or lactation. There are no clinical data from the use of Azzalure on fertility. There is no evidence of direct effect of Azzalure on fertility in animal studies. Side Effects: Most frequently occurring related reactions are headache and injection site reactions for glabellar lines and; headache, injection site reactions and eyelid oedema for lateral canthal lines. Generally treatment/injection technique related reactions occur within first week following injection and are transient. Undesirable effects may be related to the active substance, the injection procedure, or a combination of both. For glabellar lines: Very Common (≥ 1/10): Headache, Injection site reactions (e.g. erythema, oedema, irritation, rash, pruritus, paraesthesia, pain, discomfort, stinging and haematoma). Common (≥ 1/100 to < 1/10): Temporary facial paresis (due to temporary paresis of facial muscles proximal to injection sites, predominantly describes brow paresis), Asthenopia, Eyelid ptosis, Eyelid oedema, Lacrimation increase, Dry eye, Muscle twitching (twitching of muscles around the eyes). Uncommon (≥ 1/1,000 to <1/100): Dizziness, Visual impairment, Vision blurred, Diplopia, Pruritus, Rash, Hypersensitivity, Eye movement disorder. Rare (≥ 1/10,000 to < 1/1,000): Urticaria. For lateral canthal lines: Common (≥ 1/100 to < 1/10): Headache, Temporary facial paresis (due to temporary paresis of facial muscles proximal to injection sites), Eyelid ptosis, Eyelid oedema and Injection site disorders (e.g. haematoma, pruritus and oedema). Uncommon (≥ 1/1,000 to <1/100): Dry eye. Adverse reactions resulting from distribution of the effects of the toxin to sites remote from the site of injection have been very rarely reported with botulinum toxin (excessive muscle weakness, dysphagia, aspiration pneumonia with fatal outcome in some cases). Prescribers should consult the summary of product characteristics in relation to other side effects. Packaging Quantities & Cost: UK 1 Vial Pack (1 x 125u) £64.00 (RRP), 2 Vial Pack (2 x 125u) £128.00 (RRP), IRE 1 Vial Pack (1 x 125u) €93.50, 2 Vial Pack (2 x 125u) €187.05 (RRP) Marketing Authorisation Number: PL 06958/0031 (UK), PA 1613/001/001 (IRE) Legal Category: POM Further Information is Available From: Galderma (UK) Limited, Meridien House, 69-71 Clarendon Road, Watford, Herts. WD17 1DS, UK. Tel: +44 (0) 1923 208950 Fax: +44 (0) 1923 208998 Date of Revision: September 2018 Adverse events should be reported. For the UK, Reporting forms and information can be found at www.mhra.gov.uk/yellowcard. For Ireland, Suspected adverse events can be reported via HPRA Pharmacovigilance, Earlsfort Terrace, IRL - Dublin 2; Tel: +353 1 6764971; Fax: +353 1 6762517. Website: www.hpra.ie; E-mail: medsafety@hpra.ie. Adverse events should also be reported to Galderma (UK) Ltd. References: 1. Azzalure SPC 2018. 2. Data on File MA-39613. 3. Molina B et al. J Eur Acad Dermatol Venereol 2015;29(7):1382–8. Date of Preparation: April 2019 Job code: AZZ19-03-0018a
BUSINESS
PR
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How to secure effective press coverage A
Lynne Thomas owner and managing director of beauty and aesthetics public relations agency Flipside PR, offers her advice on securing press coverage and raising your brand’s profile
re you thinking about investing in a public relations strategy to boost your business and raise your profile? Your success, reputation and the ‘buzz’ around your brand is crucial, and good PR is priceless in generating positive reviews, exposure and trust.
WHAT IS PR?
Plainly speaking, PR works alongside your marketing strategy. It’s about how you communicate with the public, particularly by securing coverage via print, online, broadcast and, increasingly, social media. This is achieved by providing the media with quotes, comments, product placement and case studies for articles. However, it’s important to be realistic when it comes to expectations. Just because you think it’s interesting that your clinic has taken on a treatment, it’s not necessarily newsworthy to a journalist unless you are the first clinic in the UK to have it, are using the treatment in a unique way or have an incredible case study with amazing pictures. There is also the misconception that you will get lots of
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sales from PR. It can happen – one of our case study stories placed in the Daily Mail online featuring the transformative effects of a cleansing bar for eczema, generated two product sales every minute in the following days, with more than 10,000 orders in one day – but it’s more about building brand awareness and getting your name out there so that people trust you, your clinic or the products you distribute, and this takes time. PR consultants tend to work in an agency set up, which can be great for cross fertilisation of opportunities, or they may work as a ‘one-man band’. It’s down to your personal preferences as to which you choose. PR takes a great deal of time, something that may be in short supply if you are running a business. Not only will a good PR devote their time and experience to you and your business, but they will also have the media relationships necessary to increase your chances of success. They will be able to work with you on a strategy, and create bespoke campaigns for both traditional media and the social and digital landscape that are suited to your budget and requirements.
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EFFECTIVE COMMUNICATION
Once you’ve made contact, it’s about supplying information that will make people want to write about you. So, what exactly are journalists looking for? In a nutshell they are looking for solid ideas that are relevant to their readers. Often journalists and editors don’t have time to sift through long press releases so targeted and original stories, accurate information, strong quotes and high-quality imagery are more likely to make it into the magazine’s pages. Whether you’re working with an agency or tackling your own PR, it’s crucial that you get back to journalists when you say you will as they will often be working to tight deadlines. Ensure your responses are timely and that you respect any deadlines; if you don’t supply information when you say you will, it won’t do you any favours. Bear in mind that journalists are notoriously difficult to get hold of and have hectic schedules, so may not respond first, or even second, time round. “Journalists and editors receive lots of emails on a daily basis, so if you’re emailing for the first time, think about an attention-grabbing subject line to increase your chances of making yours stand out in a packed inbox,” recommends beauty journalist and Aesthetic Medicine contributor Rebecca Barnes. “If you don’t receive a reply first time round, don’t take it personally – we might be sending a magazine to print or up against a big deadline. Therefore, most editors won’t mind you sending a reminder if you’ve not heard from them after a couple of weeks.” Pitches should be kept relatively short and to the point, and it goes without saying that correct spelling and grammar are essential to create a professional impression, so get someone to read over what you’ve written and make use of the spellcheck function. >
Just because you think it’s interesting that your clinic has taken on a treatment, it’s not necessarily newsworthy to a journalist
MAKING CONNECTIONS
There may be times when you decide not to employ a PR to work on your behalf and instead do the job yourself. This is perfectly possible, and if you consider yourself to be a good communicator with good writing skills and are a bit of a ‘people person’ you will have an advantage. Firstly, you’ll need to identify the publications and outlets that may be interested in your product or specialism. Once you have decided on your target list it’s time to make contact with the journalists that you think are likely to write about you. You can find the names of the key contacts in the front of the magazine, or try social media channels such as LinkedIn or Twitter as a resource to reach out to these people and introduce yourself. At the same time, follow your preferred publications and people on social media and try and engage with posts occasionally to get your name out there; this way you are more likely to connect with someone, discover what topics they are interested in and build a relationship organically. This can also lay the groundwork for when you message them personally, as they will hopefully recognise your name. Don’t forget to network! Key for any aspiring PR, it pays to get out and about to connect with people offline – it’s often the best way to forge strong and lasting relationships.
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Even if you think your story is a strong one, don’t spam journalists or send too many emails; this will only go against you in the long run and may even put someone off featuring you in their publication. Having a journalist or blogger trial or review one of your treatments is often the best endorsement. However, when comping services, bear in mind that it will often take more than one session to see results. The writer may want to a complete course of treatments before delivering their verdict in print or online, and because journalists working for publications often need appointments before or after work, you must be prepared to offer treatments at your busiest times. You have to be patient with the back and forth and also to expect appointments to be cancelled, often at the last minute. This is why its often easier to work with a PR as your go-between, it saves a lot of time! While it’s important to be accurate and factual, it’s not always necessary to be technical. Depending on the publication, it might be wise to break down any scientific jargon into plain language; this is especially beneficial when talking to consumer magazines that don’t want to confuse or bamboozle their readers.
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Also bear in mind that PR is not advertising so you, or your PR, are very much at the mercy of the publication’s editors. Sometimes a piece that you or your PR company have been working on for a long time, does not end up being published, or it may not appear as you expected. Your quote could appear out of context, the stockist information may have been edited out, or the treatment price may not be accurate. This is unlikely to happen if you are working with an experienced PR, but you should still be prepared for these frustrating situations!
BE CONSISTENT
PR is much more effective when you build a long-term relationship with your PR or agency. If you look at some of the most successful companies in the aesthetics industry, most will have worked consistently with a good PR, or had their own in-house PR strategy. One article is probably not going to do very much, but a steady stream of media coverage, over multiple platforms, will be far more beneficial, which is why an ongoing relationship with a good PR is the best way forward. People are sometimes under the impression that they need to change PR companies frequently because the PR goes ‘stale’. If this is the case, it can often be because the client is not feeding the company news, case studies and stories that are relevant to the media, or perhaps the strategy is too focused on B2C whereas it really needs more focus on B2B. Listen to the advice your PR gives you and follow it. As outlined, always keep in mind the three c’s – connections, communication and consistency – and you’ll be well on the way to acing your PR strategy and gaining quality coverage. AM
Lynne Thomas is managing director of Flipside PR, a creative beauty, health, aesthetics and lifestyle agency based in Central London. For more than 20 years she has delivered effective media communications gaining features, product placement, celebrity and influencer support for the brands she represents as well as coordinating events and commercial partnerships.
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BUSINESS
EMPLOYMENT
aestheticmed.co.uk
Inside job Victoria Vilas advises on devising internal training programmes
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hen a new employee starts at your clinic, it’s a good idea to introduce them to your company processes and protocols as soon as possible, and in a coherent format. Completing an induction and training programme early in their employment will help an employee feel comfortable and know what is expected of them. It will also help you by enabling your new team member to start work sooner rather than later. To avoid wasting valuable time when a new employee joins the team, create a staff induction and training programme and plan your timetable in advance.
CREATE A PLAN
You may know your clinic processes and protocols inside out, but you need to impart your knowledge to your new employee in a clear and coherent fashion. It isn’t really fair to expect workers to absorb and remember a number of detailed verbal instructions when they’ve only just started to get used to their new surroundings. Take the time to create an induction and training plan, for both you and your employee to follow.
Once you have a plan drawn up that details all the key information in a logical order, you can share this with your new employee so that they have a better idea of what their training will involve. It doesn’t have to be a written copy of every single word you plan to utter, it can simply be divided into topics with a succinct list of what you will cover.
BE CONSCIOUS OF LEARNING STYLES
Be aware that most people have a preferred method of learning. Some thrive when given practical tasks, some like to learn from observing tasks being performed by others, and some like to study, reading documentation that describes processes step-by-step. It may not be practical to create a completely bespoke training programme for each new starter, so try and include methods that cater to differing learning styles. Give your new employee reading materials that covers essential processes and protocols they must adhere to, allow them to watch how your clinic team members go about their daily duties, and give them practical tasks to complete so they can test themselves on what they have learned. >
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PROVIDE DOCUMENTATION ON KEY PROTOCOLS
As you will have important clinic protocols for health and safety, and for patient confidentiality, it is essential that your new employee fully understands these, and does not have to rely on memory alone to ensure they have followed procedures correctly. Back up any key information you deliver verbally with company documentation that can be accessed easily. If you have a comprehensive company handbook, allow some time for your new employee to take in the information. Highlight any essential information they must be aware of from day one.
CONSIDER SHADOWING AS A TRAINING METHOD
CREATE A TIMETABLE
You may know your clinic processes and protocols inside out, but you need to impart your knowledge to your new employee
Once you’ve drafted a training plan detailing the subjects you need to cover and the processes you need to explain, and you have devised associated training tasks, create a timetable. Create slots for when you will dedicate your time to face-toface training, and times you can leave your new employee to complete a training task. This will help you manage your own workload, as you will have defined times when you need to dedicate yourself to training and times when you can continue your usual duties. You will also be able to speak to colleagues and advise when you will not be available, and what they may need to cover in your absence. Dedicate some time at the end of the day to give your new recruit feedback after they have completed their training session, and ask them for their feedback, too. If your employee lets you know what they have found straightforward, and what they have found challenging, it will help you make useful adjustments to your training plan. Include the dates and times of any training courses your new team member will have to undertake off-site, or with external training providers. Provide information in advance on any special arrangements, such as the locations of training venues your employee will have to travel to.
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You will have your essential protocols detailed in company documentation, so all clinic employees adhere to these. However, you probably won’t have every preferred method followed by members of staff in your clinic available in a manual. For example, you may have a certain way you would prefer receptionists to answer the phone. You may want your aestheticians to follow a certain method of greeting their patients. An easy way for a new employee to learn your preferred methods is to allow them to shadow an experienced staff member who excels at these tasks. When your patient coordinators hold consultations with patients, for example, you will ensure that they ask certain key questions and provide patients with particular information in order to provide a compliant and caring service. You may also wish for those team members to use a certain style of communication. You will use patient consultation forms to document essential information such as contraindications, but you may not have a ‘communication guide’ as such. A new patient coordinator could sit in on consultations, with the permission of your patients, so they can experience your preferred style of communication first-hand.
SHARE FEEDBACK AND CONCLUDE THE TRAINING PROGRAMME
When you make your training plan, add a conclusion. Pencil in a final meeting where you can share feedback with your employee, listen to their comments, and come to a mutual agreement that your new recruit is ready to get started with their daily duties. Consider setting a date for your first one-to-one as well, so you can keep in touch with your employee. Before you conclude your meeting, make sure your team member is aware of the targets they are expected to reach or contribute to, and how you expect them to go about their duties in order to reach them. Once they feel confident that they understand their duties and know what is expected of them, you can then switch your management focus from inducting your newest member of staff to motivating them to achieve their goals. AM
Victoria Vilas is marketing and operations manager at ARC, an aesthetics recruitment consultancy. The ARC team helps organisations in the industry grow their businesses by hiring the most talented aesthetic professionals.
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WEBSITES
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Make the most of IT Award-winning business coach Alan S Adams focuses on the five steps clinics can implement to ensure they’re getting the most from their website
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hy do you have a website? It might just be because everyone has one and it’s seen as the thing to do, but the chances are you want it to be a tool to attract more clients to your business. In today’s digital era, reading your website is often the first impression potential clients have of your clinic, before they visit or even pick up the phone. That means you need to be in attuned to what works and what doesn’t in order to attract readers’ attention, give them the answers to all the questions they have, and incentivise them to follow up by getting in touch with you. There are plenty of dos and don’ts when it comes to your website, and some of it is trial and error in terms of what will work for your specific business. But, today, I want to focus on the five pointers that I can say with certainty will improve your website:
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1. INCLUDE STAFF PHOTOS
As humans, we’re programmed to respond to faces. Numerous studies have shown that the neurons in our visual cortex react much more strongly to faces than to landscapes or objects. This means that including pictures of your team on your website is going to attract more attention than a simple text-based page, or stock pictures which don’t include any people. Using pictures of your staff alongside some information about them helps to familiarise them in the eyes of your potential clients. It takes a certain amount of trust to begin using a new clinic, so a ‘meet the team’ page can help begin that process by disclosing the qualifications and specialisms of those within your team, alongside some personal information. I’m sure you’ll already be concentrating on customer service when clients come in to the clinic, but you can start doing
Including pictures of your team on your website is going to attract more attention than a simple text-based page
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that much earlier by making your website as welcoming as possible. People want to find out as much information about you as possible before they decide to commit to you and your clinic, so creating some high-quality video content focussing on the team, the services you offer, and any other relevant information about your business can also work really well on your website. These videos can also be used across social media to further their client-attracting potential.
2. MAKE USE OF LEAD MAGNETS
Lead magnets – where you give away a piece of information or resource such as a white paper or a guide, in exchange for details such as the reader’s email address – are an effective clientgeneration tool and one that many successful businesses implement. But have you thought about where your lead magnet is placed? If it’s hidden away from your landing pages, a reader may click on to a different page and then close your website without accessing your lead magnet. Ideally, you want to include one on every page of the site in a prominent position so it doesn’t matter which page people click, they will always have the chance to access your lead magnet.
3. CONTENT ON YOUR LANDING PAGES
If potential clients access your clinic’s website from a search engine, it may be that they land initially on a page other than your home page. If there’s lots of content on the home page but barely any on other pages, this could be off-putting. As well as including lead magnets everywhere, you should also think about including interesting content on every single page so that clients get a good impression of your business no matter how they initially access the site. It’s also worth thinking about having a separate page for each service or treatment you offer, as it is more likely that people searching for specific treatment terms will land on that
page and get straight to the information they require. Try and click through every page of your website and think about what impression it gives if that’s the very first thing a potential client sees relating to your clinic.
4. POST CONTENT REGULARLY
If you’ve ever logged on to a website and clicked on the news or blog pages to find that the last entry was some months or years ago, you’ll know it can make you a little nervous. In fact, it can even leave you wondering if the business has closed down. Generating regular content keeps your website fresh and shows you are very much an active clinic – it also gives you plenty to link to when you’re posting on social media. Even if it’s a quick update about an offer you have coming up, or a reminder of a special occasion which may prompt someone to purchase a gift voucher for their loved one, it’s much better than silence. Ideally, you should be able to commit to having new content on your website on a weekly basis, but if you really can’t commit to that regularity, your site should be designed so the items on there don’t include the date they were posted.
5. REFLECT YOUR PERSONALITY
Just because it’s a business website doesn’t mean it has to be boring. Just as the décor of your clinic probably reflects your personality, so too should your online presence. While it should still be professional (and please do get it proofread to minimise the risk of errors), have a think about who your avatar is. We know people are more loyal towards businesses that share their values and care about similar things to them, so you really want the style of your website to pull in the types of people you want to be using your clinic. AM
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Alan S Adams is an award-winning business coach and bestselling author. His third book, The Beautiful Business: Secrets to Sculpting Your Ultimate Clinic, focuses on the medical, cosmetic and aesthetic clinic sector. He was selected as a finalist at the the Association of Professional Coaches, Trainers & Consultants Coach of the Year Awards and was recognised by Enterprise Nation as one of the Top 50 Business Advisors in the UK.
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BUSINESS
OVERTIME
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Time after time Tina Chander discusses what is excessive and what is normal in terms of overtime and how to strike the perfect balance
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he issue of working late can be a sensitive one within many businesses, as the line between flexibility and unhealthy overtime becomes increasingly blurred. Most people don’t mind staying late occasionally if there’s a vital piece of deadline-dependent work that still needs to be completed, and this is commonplace for organisations across a range of sectors. However, when unpaid overtime is pushed to unreasonable lengths and negatively impacts personal time and sociable hours, it can have significant implications on employees’ worklife balance. Not only this, but excessive unpaid overtime can have serious consequences for employers, as the boundaries are pushed to unacceptable lengths, resulting in a potential breach of contract.
THE CULTURE OF OVERTIME
Usually, the term overtime means staying behind past the contracted hours and working late into the evening. However, this isn’t always the case, as employees who work
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through their lunch break or get to work much earlier than their colleagues are also classed as working overtime. One of the biggest reasons for salaried staff working later hours is workplace culture, where people feel they cannot leave the office on time for fear of criticism. This can lead to people becoming overworked without the correct pay, which can result in various personal and professional issues. It is important for employers to ensure their contracts give all staff clear guidance on what is expected with regards to their working hours – clear parameters will prevent any grey areas becoming more complicated issues later down the line.
JUNIOR AND SENIOR STAFF
Understandably, senior staff, who are on higher salaries, should expect some additional hours just to get the job done. The bigger issue comes when more junior members of staff are working late, as there is a risk they could end up working below the minimum wage. Under the working time directive, UK workers cannot work more than an average of 48 hours a week unless they sign an opt-out, and most workers are
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entitled to a rest break of at least 20 minutes if they work longer than six hours per day. While employers do not have to pay for overtime, an employee’s average pay for the total hours worked must not fall below the National Minimum Wage (NMW). Failing to protect junior workers can result in serious legal issues, which can be damaging for the reputation of a company, particularly when looking to recruit new staff in the future.
may be necessary to specify that staff will sometimes have to work unpaid overtime, but you must not ask them to work for more than 48 hours a week for legal reasons. Your contract may also explain that staff can claim time off in lieu (TOIL) for some overtime, such as working evenings or weekends, but it’s up to businesses to ensure their employment contracts are legal and reflect their own needs and expectations. Therefore, it is important that businesses who pay their employees for overtime hours continually review their own contracts and policies, reflecting this in the amount employees receive as holiday pay. For those who are unsure, it is important to seek professional guidance during the drafting of contracts as this can prevent any serious issues occurring later down the line.
when unpaid overtime is pushed to unreasonable lengths it can have significant implications on employees’ work-life balance
HOLIDAY PAY
The case of Lock v British Gas was initially decided in 2014, and the principles it established have since been built upon. Since the case, workers are now entitled to receive ‘normal remuneration’ during periods of annual leave to prevent workers from not taking annual leave out of fear they will only receive basic pay instead of potential separate allowances. The current position states that a number of payments should be included in holiday pay provided they are paid regularly or repeatedly over a sufficient period. These areas include; commission payments, incentive bonuses, overtime pay, payments based on personal and professional status, productivity/performance bonuses, shift allowances and premiums, standby payments and travel allowances (or allowances that can be treated as taxable).
POSSIBLE PENALTIES
If an employee is continually working over their contractual hours and their average pay falls below the National Minimum Wage and chooses to report this, the employer can face both civil and criminal penalities. Under civil penalties, the employer will be issued with a Notice of Underpayment and they will be required to pay a financial penalty to the Secretary of State within 28 days. Alternatively, they may be ordered to ‘selfcorrect’. The current financial penalty is 200% of the total underpayment up to a maximum of £20,000 (reduced by 50% if it is complied with within 14 days of service). Those employers who fail to pay in accordance with the NMW can be named by HMRC, meaning offending businesses will be ‘named and shamed’, which can negatively impact ongoing operations and relationships. Where an employer refuses to engage with the civil enforcement procedures, criminal penalties can be applied, which could include the conviction of a summary offence and the fine in respect of this can be unlimited.
FINDING THE PERFECT BALANCE
While overtime has become an accepted part of modern business, with employees favouring increased flexibility over rigid and structured days, there still needs to be a fair balance between normal and excessive working. Most businesses will accept that busier periods require staying later so that work is completed, but when this overtime consumes entire evenings or limits time with friends and family then it can quickly become a much more serious issue. For businesses, it is crucial that policies and contracts are routinely reviewed and updated to allow for overtime and that they make clear distinctions between what additional time will be covered and what won’t be. If you are unsure whether your business has the appropriate measures in place, contact our legal team for guidance. AM
COMPREHENSIVE CONTRACTS
It is important that all employment contracts address overtime and reflect your policy. It
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Tina Chander is a partner and head of the employment team at leading Midlands law firm, Wright Hassall and deals with contentious and non-contentious employment law issues. She acts for employers of all sizes, from small businesses to large national and international businesses, advising on all aspects of employment tribunal proceedings and appeals.
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BUSINESS
REGULATION
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Duty of care Tracey Jones asks, is registration with the Care Quality Commission right for your business?
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T
he discussion around regulation and governance in the area of aesthetic medicine has never been more debated. Medical practitioners in the United Kingdom are strongly arguing the need for more stringent governance, particularly when it comes to nonmedical practitioners carrying out procedures that have the potential for risk. Indeed, the debate has led many to question whether all procedures which carry a risk should be under the jurisdiction of the Care Quality Commission (CQC). However, identifying when these procedures cross the boundary, from cosmetic in the name of beauty to something that requires diagnosis and treatment, needs further clarity. This article aims to explore the question of regulation and the world of aesthetics to offer some transparency for those who are unsure of their position. The CQC was established in 2009 to regulate and inspect health and social care services in England. However it is only recently that a large proportion of the aesthetic world has focused its attention on the values and power of the CQC. Those working in the National Health Service are well versed in the bearing of a negative CQC inspection; however practitioners in the area of independent aesthetics have yet to experience the impact of this. Many businesses offering aesthetic procedures are managed by non-medical staff, with no previous exposure to the CQC or familiarity with its directive. But these clinics have visiting doctors and nurses carrying out regulated activities who are accountable for the care they provide. Since launching Inspire to Outstand Ltd, we have been
overwhelmed by the number of questions put forward to us. There seems to be real confusion and misunderstanding around the topic of CQC registration and aesthetic practice, with practitioners unsure whether they should register with the CQC and uncertain if the procedure they are offering is a regulated activity. In the Cambridge English Dictionary, the term ‘regulation’ is defined as, ‘an official rule or the act of controlling something’.1 However, in healthcare, practitioners often refer to regulation as the assurance that they are doing things correctly. Regulation must be separated from accreditation or reward; it is the law, and for practitioners registered with a governing body, such as as the Nursing & Midwifery Council (NMC), the General Dental Council (GDC) or the General Medical Council (GMC), there are penalties if they are found acting outside the realm of governance. In 2016, Sally Taber and Cheryl Barton wrote in the Journal of Aesthetic Nursing that there was a paucity of any enforcement action and even some who were ignoring the rules.² However, since this statement, the arena of regulation and aesthetic medicine has changed dramatically, with the list of activities regulated by the CQC ever increasing. The CQC describes cosmetic surgery as a range of procedures that involve what is deemed as an intervention that requires specific medical knowledge; these include any procedures where instruments or equipment are inserted into the body. A clear list of surgery types and further information can be found on the CQC website. However, confusion continues to prevail around the blurring of when a procedure moves from cosmetic in its nature to diagnosis >
Regulation must be separated from accreditation or reward
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and treatment. The information provided by the CQC can be difficult to navigate and many are often left with questions unanswered. At Inspire to Outstand Ltd, we offer a service to support businesses and practitioners through the CQC regulatory process. This service is not only offered to medical practitioners but also to those managing businesses where aesthetic procedures are delivered by medical professionals with practicing privileges. One procedure that is dominating discussion is PDO (Polydioxanone) thread lifting. This is a procedure which is increasing in popularity and was a key source of income generation for many aesthetic businesses throughout the United Kingdom. The changes in CQC regulation in England in 2019 has made this a regulated activity, requiring the clinic offering this procedure to be registered with the CQC. Treatments of skin condition that fall under the realms of disease, disorder or injury, such as rosacea, require regulation. Many practitioners are offering diagnosis and management of such conditions without recognising that this is a regulated activity. There is no doubt that the number of patients undergoing appearance modifying procedures is intensifying, with the world of aesthetics being one of the highest income generating businesses of today. For some, the cosmetic procedure is elective, while for others it is untaken due to an underlying medical condition and this is when there appears to be confusion. Ambiguities have emerged that can exploit patients and jeopardise safety. The CQC can prosecute for a breach of regulation, therefore it is imperative that aesthetic practitioners seek clarity around the procedures they are offering and are directed when submitting their statement of purpose. One consideration that is clearly stated on
the CQC website relates to the legal system and aesthetic practice. If a clinic is not registered with the CQC and is offering regulated procedures, it may be practicing illegally and its insurance may not cover the clinic or the patient if anything goes wrong. The team at Inspire to Outstand Ltd is offering free information workshops and one will be held at Aesthetic Medicine North in June. The aim of these workshops is to share information and formulate a bank of key questions posed by attending practitioners to be shared at a later date. Many are embarking on the CQC registration process with little or no understanding of the requirements or prerequisite evidence. Services like the one offered by Inspire to Outstand Ltd aim to reduce the uncertainty of regulation by supporting the practitioner or manager through the process. Finally, the area of regulation in the evolving arena of aesthetic medicine is one that requires further debate and clarity. There may never come a point of unanimous consensus around the area of regulation, accreditation or professional qualification. Clinicians practicing regulated procedures at this point in time are advised to seek further information if they are unclear. The risk of professional investigation and the appeal of lack of awareness or ignorance is no penitence for the law or the governing body with whom the practitioner is registered. AM
Ambiguities have emerged that can exploit patients and jeopardise safety
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REFERENCES 1. Cambridge University Press. (2019). Cambridge online dictionary, Cambridge Dictionary online. Accessed 14/4/19. https://dictionary. cambridge.org/dictionary/english/regulation 2. Taber S. Barton C (2016) Accreditation: what is its true meaning and how does it apply to aesthetics? The Journal of Aesthetic Nursing, 5 (1).
Tracey Jones is a registered nurse and co-director of Inspire to Outstand Ltd, a company she and her business partner launched this year. Traceyâ&#x20AC;&#x2122;s career has been in senior nurse management and she has supported many organisations through the CQC process. She is also a senior lecturer and published author.
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Use protection With cases of melanoma often harder to detect in black skin, it’s vital to ensure clients of colour take sun protection seriously, explains Dija Ayodele, aesthetic therapist and founder of Black Skin Directory
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lack Skin Directory (BSD) has launched a sun protection awareness campaign to shine a light on melanoma in the black population. BSD partnered with suncare brand Ultrasun on the campaign, which features a black woman in a video advert created to speak directly to people of colour (POC). The campaign aims to respond to the lack of sun protection messaging that targets POC, especially as recent research indicates the melanoma mortality rate is 1.5 times higher among the black population. The same research report (titled Malignant Melanoma in African Americans) indicated that black people were four times more likely to present with advance stage IV melanoma than Caucasians. We spoke to BSD founder Dija Ayodele to find out how therapists can support the message. Why has BSD decided to address the issue of sun protection now? Skin cancer appears to be getting more prevalent among the black population. BSD is trying to change the narrative and encourage the black community to appreciate the real risks of unprotected sun exposure by implementing safety measures like proper sunscreen application.
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Black people are less likely to develop skin cancer because of the protection that melanin affords – black skin, for example, has a natural SPF of about 13 – yet they are more likely than a white person to die from it. So, why aren’t agencies engaging with the black community to pass on this information? How can therapists encourage their dark-skinned clients to use sun protection?? As skin experts, we know that sun protection products are key to any treatment. I always explain the UVA/UVB process to clients and how it causes damage to the skin, speaking plainly about the small level of protection black skin already has but emphasising that it’s insufficient and additional protection is needed. Tell clients that expensive procedures and ingredients like laser, peels and vitamin A are pointless if they’re going to refuse to use sun protection to protect their skin posttreatment. On occasion, I have even declined to treat a client if they won’t comply with sun protection as part of their treatment programme. Hyperpigmentation and dark spots are always a big concern for skin of colour, so you could also explain how the sun can exacerbate these issues and how sunscreen can help lead to clearer skin long term.
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SUN CARE
Does the level of sun protection a client needs depend on the shade of their skin? The recommendation for everyone is at least an SPF 30 broad-spectrum sunscreen. However if a person of colour is particularly fair and has sensitive skin that is prone to burning – especially if they say they’ve burnt before – advising them to use a higher SPF would be sensible. Where can therapists source suncare products that are formulated with black skins in mind? Typically, zinc oxide and titanium dioxide, present in physical sunscreens, are the ingredients that cause an unsightly white cast on black skin. Technology has advanced in leaps and bounds though, and a lot brands now make physical sunscreens that work perfectly well with black skin, such as those that use nanoparticles, which reduces the residue left by the product. Chemical sunscreens don’t leave any telltale signs, so many black clients tend to prefer these formulas. Look for filters such as oxybenzone, avobenzone, octisalate, octocrylene, homosalate and octinoxate. Sun protection is available in many different formats now – such as cream, oil, spray, gel and powder – so clients can find the product that works best for their skin and their lifestyle. Of the three types of skin cancer – basal cell carcinoma, squamous cell carcinoma and melanoma – is one more common in black skin? Squamous cell carcinoma is common in dark skin tones on the lower half of the body. It may present as a wart or a continually crusty sore. It is curable, but can also spread to lymph nodes, which can make it challenging. Basal cell carcinoma is linked to excessive unprotected sun exposure and in dark skin is usually found on the top half of the body, like the head and neck. Melanoma is less common in black people but is the deadliest; this is the skin cancer that has the highest mortality rate in the community as it is usually detected too late, much later than in a Caucasian person. It is associated with moles that start to change in colour, shape and size.
Why does skin cancer often go undiagnosed in black people? A lot of people make the false assumption that skin cancer always starts with a mole. While this can be the case, skin cancers can also develop from a cut or injury that just doesn’t seem to be healing, like a patch of skin that is constantly dry, rough or scaly. Skin cancer can be flat or even keloid-like in appearance. Dark patches are harder to spot on black skin than Caucasian skin, which makes it even more important to check thoroughly and advise clients to seek further help from their GP or dermatologist if in doubt. Even some medical professionals miss signs of skin cancer on black skin. They often aren’t exposed to these incidences in training, so they don’t always know what they are looking for. Sometimes the misconception still exists that black skin simply doesn’t get cancer. This can be a hurdle even among professionals. How can potential skin cancer be spotted in black clients? The same thorough “ABCDE” [asymmetry, border, colour, diameter, evolving] mole check should be performed on allskintones.However therapistsshouldbeaware thatamong the black population some skin cancers can develop in hard-to-spot places, such as the nail beds, soles of the feet, bottom, groin, anus and in the mouth. AM
Dija Ayodele is a London-based aesthetician and beauty writer. She has a special interest and experience in skincare for women of colour and is the founder of Black Skin Directory, an online resource connecting women of colour to expert skincare professionals in the UK.
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DEMOGRAPHICS
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The retiring type Melissa Wood on growing your client base by targeting the lucrative over 65 market
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eople are now living longer and healthier lives and, quite rightly, want to look and feel their best. With role models such as Susan Sarandon and Helen Mirren showing us that age really is just a number, the demand for aesthetic treatments from women over the age of 65 is without a doubt the fastest growing area in the non-invasive cosmetic treatment market at the moment”.1 According to the American society for Aesthetic Plastic Surgery , non-surgical procedures for those aged 65 and over have increased by 93% in the past five years. I have personally seen a sharp rise in this age group seeking treatments and, at my clinic, they now account for 42% of all consultations and treatments I deliver. I believe that the increase in over-65’s seeking treatments is due to a combination of factors. Firstly, there is greater awareness of non-surgical treatments nowadays as they are more openly discussed in magazines and on TV. Secondly, these treatments are also a lot more accessible to people with clinics popping up locally – it is no longer something that only celebrities or an elite few can access. With these statistics you’d expect to see clinics targeting and taking advantage of this growth, but market research demonstrates a largely under targeted and even ignored group. Can your business really afford to ignore the potential profits of this rapidly growing group?
with the younger, millennial market. Instead, speak honestly and clearly using examples that an older demographic will understand and relate to. Too young a voice will have them dismissing your entire clinic brand as not relevant to them..
WHERE TO ADVERTISE
So now you have created specific, targeted adverts, where is the best place to put them? Social media marketing is still an optimal way to reach this specific clientele, but choose your platform wisely. Around nine in 10 seniors over the age of 65 who use social media opt for a Facebook account. A smaller proportion, 6%, use WhatsApp, and only 1% have signed up to Instagram. 2 The advantage of advertising on social media is the ability to target multiple tailored audiences; you can aim your special 65+ adverts exclusively at people who fit this demographic, (they won’t be seen by younger clientele if you are concerned about alienating your regular audience). You can also further customise the target audience to include specific interests this group may have. This ups the relevance and likelihood of reaching potential customers that are engaged and ready to buy rather than any and all over 65’s. Consider other pages and groups they are likely to have engaged and think about what they read, what they buy, where they go on holiday and what hobbies and interests they have? This group is definitely active online and will avidly research the information on your website, but they prefer to talk to someone on the phone before they buy. Almost 60% of those aged over 55 are more likely to return to a store or brand after speaking with them on the phone.3 So make sure your phone number is clearly visible on every page of your website and every targeted advert campaign you create. Over-65s are the ideal target customers for old fashioned offline marketing techniques as they are familiar to them, and they can be extremely effective. Try advertising in local publications and liaising with local community groups, or delivering information-rich leaflets in your local area with an invitation to attend your clinic. This group is also heavily influenced by reviews and testimonials, so it’s a good idea to ensure you are collecting feedback from your existing clients and promoting this to older clientele. >
Around nine in 10 social seniors over the age of 65 opt for a Facebook account, but a smaller proportion, 6%, use WhatsApp and 1% have signed up to Instagram
TAPPING INTO THE 65-PLUS MARKET
So how do we attract and retain this lucrative group to maximise our profits? The key is to get them through the door with the right sort of advertising. Specifically target their wants and needs in a way that invites inclusion and relevance without being patronising or stereotypical. Examining a cross-section of clinic marketing images reveals a common use of what is popularly believed to be ‘aspirational’ or ‘beautiful’. This often translates as women no older than mid-30s – not exactly relatable for our target customers. Of course, they are great for marketing to a younger demographic, but expanding marketing imagery to include a more diverse age range really speaks to older clientele. Its integral that photos of older models aim to show healthy, glowing and well-rested looks rather than extreme airbrushed perfection. Our feedback demonstrated that the photos that were best received were the ones that still showed some lines and wrinkles, as women felt this look was achievable. To craft compelling advertising copy, avoid the use of jargon and pop culture references that resonate so well
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DEMOGRAPHICS
Over-65s are the ideal target customers for old fashioned offline marketing techniques as they are familiar to them
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DELIVERING THE RIGHT SERVICE
Now that you have successfully attracted your target client to your clinic, you’ll want to focus on delivering the type of service they require in order to gain their trust and retain their business. Unlike the younger clients whose busy schedules demand time-focussed appointments, these clients want and expect focussed attention and don’t like to feel rushed. Older clients tend to be more cautious when they don’t feel they fully understand the process, and they are often concerned about looking overdone and unnatural, or family and friends noticing that they have something done. Their priorities are looking fresher and the best version of themselves, not dramatically changing their features. One thing that I have found to be of benefit to this group is holding live treatment demonstrations. This gave our older clients the opportunity to ask questions and see real, live results. It helped me as a practitioner to dispel a lot of the concerns that they might have had about certain treatments, particularly injectables. The success of these evenings further increased when we started using models in their age group. With the rise of this specific client group in clinic, I had to sharpen my skills and adapt my treatment techniques in order to achieve their desired outcomes. Treating this age group can be complex as they often have multiple issues, such as sun damage, skin laxity and
These clients send a lot of organic referrals to your clinic
loss of volume, to name a few. They often require multiple treatments and different treatment modalities working in conjunction to achieve their desired outcomes. It is important to discuss their goals in depth and to be realistic about the outcomes you think you’ll be able to achieve. It is also important to assess them holistically paying particular attention to any co-morbidities they may have or medications they may be taking, as these may affect your treatment options. Aftercare is where you can really win or lose with these clients. Often the fact that they have taken the step to go ahead with any treatment, no matter how small it may seem to us as practitioners, is a big deal for them and they expect a premium aftercare service. One tip I utilise in clinic for all first time injectable clients is to book them in for a review 3 days later. Knowing that they have the option of coming in to the clinic is often the reassurance they are looking for. On top of this, they are always given a phone number where they can reach someone outside of clinic hours should they need to. Despite the challenges, I have found this age group one of the most rewarding to treat. Achieving their goals is often a journey and it’s amazing to go on that with them and see their confidence increase with every appointment. These clients tend to be very loyal once you have gained their trust and will recommend via word of mouth, sending a lot of organic referrals to your clinic. By integrating these specific marketing techniques and clinical tools into your practice, your business can reap the rewards of this rapidly rising sector. AM REFERENCES 1. Waterlow, L. Rising cosmetic surgery for over 60s as ‘silver separators’ aim to look younger to find new love. mail online. 2013 2. Furness, H. Rise of the ‘social seniors’ as number of over 75s on Facebook doubles. The Telegraph. June 2017. 3. Vaghela, B. Four ways to improve the online experience for older audiences. Brand24.com
Melissa Wood is an award winning independent nurse prescriber who has been working in the field of aesthetic medicine for the past eight years. Her most recent challenge has been helping launch the Skinsmiths UK clinics which now have nine successful clinics operating in and around London . Her special interest is in full facial rejuvenation.
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Pigmentation un-covered Symposium When Friday 6th September 2019 Where 30 Euston Square, London, NW1 2FB
Speaker list & full agenda released in June!
We are excited to announce the first AestheticSource Symposium. A multitude of industry experts from the UK and overseas will be sharing their knowledge and experience of diagnosis, treatment and maintenance for Pigmentation... 50% of places reserved! To register your interest or book your place, please email becca@aestheticsource.com Attendance feeâ&#x20AC;&#x2122;s will be donated to Born to be Beautiful www.borntobebeautiful.org Meeting the needs of your business, delivering high satisfaction to your patients Call us on 01234 313130 info@aestheticsource.com www.aestheticsource.com
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C O M M E R C I A L F E AT U R E
AlumierMD
Help your client’s skin glow all summer long When peeling isn’t recommended due to an increase in the time a client spends in the sun, these treatments from AlumierMD will ensure the hard work you’ve put in with your patient’s skincare continues through the summer
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lumier MD introduces its summer protocols for 2019, a six-week plan and set of bespoke treatments specially formulated for warmer months. Whether its prepping the skin in the run up to a holiday or soothing and boosting the complexion to keep the holiday glow going for longer, the six-part protocol offers a complete plan for you and your clients. Where peeling simply isn’t an option, AlumierMD has launched a menu of treatments that target a host of summer-specific concerns that can be used as a one-off or as part of an ongoing summer protocol.
effective lymphatic drainage and the Eye Rescue pads to soothe and reduce puffiness.
PRE-HOLIDAY – AGE DEFENCE
WHEN THEY’VE BEEN HOME FOR TWO WEEKS – ALUMIERMD RADIANT PEEL
Pre-holiday, it’s all about preparation. Turn back time and reduce the visible signs of ageing with AlumierMD’s Age Defense Treatment. A combination of manual and physical exfoliation enhances skin renewal, combined with a Deep Moisture Mask containing hyaluronic acid, vitamin B5 and shea butter and targeted treatment serums containing lactic acid, vitamin C, peptides and hyaluronic acid.
WHEN THEY’VE JUST LANDED – EYE RESCUE
Start with the Aqua Infusion Mask, a oil-free and lightweight mask launched this summer that increases the skin’s ability to retain moisture to deliver effective anti-ageing results. Follow this with
WHEN THEY’RE BACK IN THE OFFICE – SKIN SOOTHE & BRIGHTENING BOOSTER
AlumierMD’s Skin Soothe involves a gentle, hydrating and soothing Deep Moisture Mask with hyaluronic acid, vitamin B5 and shea butter, that plumps and hydrates the skin by drawing in moisture. Follow this with AlumierMD’s Brightening Booster to brighten and improve skin tone. The skin is exfoliated with a lotus seed facial scrub and then a fruit enzyme mask.
With a powerful combination of alpha and beta hydroxy acids, the Radiant 20/10 peel results is a glow-inducing peel that rejuvenates the skin and works perfectly to keep that holiday glow alive.
WHEN HOLIDAY SEEMS LIKE A DISTANT MEMORY – ALUMIERMD GLOW PEEL
This peel contains lactic acid, salicylic acid and resorcinol, creating a multipurpose resurfacing solution that works to minimises the appearance of fine lines, wrinkles and hyperpigmentation concerns such as age spots, discolouration and uneven skin tone.
AGE DEFENCE
EYE RESCUE TREATMENT
SKIN SOOTHE
BRIGHTENING BOOSTER
RADIANT PEEL
GLOW PEEL
1 week pre holiday
The day you return
1 week post holiday
1 week post holiday
2 weeks post holiday
4 weeks post holiday
If a full treatment protocol isn’t right, these one-off treatments will tackle your client’s concerns. ACNE RELIEF A clay mask refines, purifies and detoxifies the skin, followed by an alpha and beta hydroxy acid resurfacing peel to reduce acne, clear pores and even out skin tone. Choose the Aqua Infusion Mask for added hydration without the oils.
ACNE EXTRACTION An alpha and beta hydroxy acid and salicylic acid peel smooths the skin and clear pores. Then a clay mask containing rosa canina extract and Canadian Willowherb™, purifies, detoxifies and prepares the skin for easy and gentle extractions.
REDNESS RELIEF A 30% lactic acid resurfacing peel is applied to smooth the skin, followed by the Deep Moisture Mask to infuse hydration with hyaluronic acid, vitamin B5 and shea butter, followed by the Deep Moisture Mask.
AlumierMD UK | uk.enquiries@alumierlabs.com | alumiermd.co.uk | @alumiermduk
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Next Training Event with Mr Ash Labib FRCS, DLO, MBCHB
V O L U X
CHIN & JAWLINE SCULPTING AND ENHANCEMENT
30TH JUNE
MANCHESTER
Your opportunity to learn the latest techniques with V O L U X the new game changing filler from Allergan for jaw and chin enhancement. Be among the first to train with this exciting new product with Allergan faculty ambassador Ash Labib.
ONLY
£850
BOOK NOW 01902 746 488 OR 07966 151 486
info@almedicalacademy.co.uk • www.almedicalacademy.co.uk
SEE MR ASH LABIB SPEAK AND GIVE A LIVE DEMO AT AESTHETIC MEDICINE NORTH AT MANCHESTER CENTRAL SATURDAY, JUNE 29 - FACIAL CONTOURING ON THE NOSE AND CHIN WITH MR ASH LABIB 12PM-1PM Join leading facial aesthetics practitioner and trainer Mr Ash Labib (FRCS, DLO) for this session on facial contouring of the nose and chin where he will not only share his techniques for enhancing these areas but will also demonstrate them live on a model. This will also be a chance to see the newly launched product from Allergan indicated for chin augmentation – Volux.
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S K I N / D E R M AT O L O G Y
EDITOR’S CHOICE
aestheticmed.co.uk
mesoestetic ha densimatrix Vicky Eldridge tries out mesoestetic ha densimatrix
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very day we are exposed to environmental aggressors, such as sun damage, pollution and stress, which can not only accelerate the ageing process but can also lead to the reduction and degradation of hyaluronic acid (HA) in the skin. This ultimately results in a loss of hydration and elasticity and contributes to the early appearance of wrinkles. I have been affected by all of the above and, in recent months, it’s been showing more and more on my face. 2019 has been a big year for me so far. I turned 40, and I’ve moved out of London and into an amazing new flat on the Kent coast with floor to ceiling windows looking out over the sea. The views are beautiful, but it’s like living in a greenhouse. This, coupled with the fact that I’ve been walking outside every day enjoying the spells of nice weather, means that, despite the fact I’m vigilant about wearing SPF, I’ve caught the sun. I also seem to have had a wrinkle growth spurt, in particular on my forehead, around my eyes and on my neck. I’m a big fan of retinol as a good all round anti-ageing solution, especially as I also suffer with acne, however it can leave my skin feeling dry and I’m always desperate to slather on some form of moisturiser. All these things combined means my skin is in desperate need of hydration and, luckily, mesoestetic has launched a new product that was exactly what I needed. One of the things I love most about my job is being among the first to try out some of the best new products on the market. I have a top five favourite brands and mesoestetic is in it. That means that I would buy and use the brand’s products if I didn’t work in the market and get to try them for free, and I’d happily recommend them to friends. So when mesoestetic launches something new, I’m always excited to try it out and ha densimatrix didn’t disappoint. In fact, I’d go as far as to say it’s one of the best products in the HA serum category that I’ve ever tried. One of the things I like most about mesoestetic’s products is that I always find them really calming and
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soothing on my skin – they don’t irritate, there’s never an unpleasant texture or smell, and they don’t ever feel tacky or sticky. They are really user-friendly too, and that equals increased compliance in my book. They are really user friendly and that in my book always equals increased compliance. ha densimatrix is a moisturising, antiageing treatment that enhances collagen and elastin synthesis to provide skin tissues with firmness and elasticity, as well as to fill wrinkles. The purity of the hyaluronic acid used in multiple molecular forms, provides the skin with an effective moisturising, anti-ageing and filling action. ha densimatrix is designed to be used as a daily moisturising treatment or following a hydrating medical-aesthetic treatment to enhance and prolong the results. Its innovative formula combines three unique complexes that provide synergistic mechanisms of action, such as contribution, protection and stimulation of hyaluronic acid and elastic fibres: ha densimatrix complex: a combination of hyaluronic acid in several forms and molecular weights with an active ingredient that enhances its endogenous synthesis. Anti-hyaluronidase complex: a plant extract and a potent antioxidant that protects HA from degradation and blocks the oxidation caused by external aggressors. Anti-ageing pro complex: it promotes collagen and elastin synthesis to provide firmness and elasticity to tissues, preventing and correcting wrinkles. You simply apply three to four drops over clean, dry skin and spread evenly over the face, massaging with an ascending motion. Its ultra-lightweight, water-gel texture is absorbed immediately without leaving an oily residue on the skin. I absolutely loved this product and have used it religiously every day since I got it. A wonderful addition to my skincare regime. AM
Aesthetic Medicine • June 2019
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dermamelan
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S K I N / D E R M AT O L O G Y
PRODUCT FOCUS
aestheticmed.co.uk
Get your PRIORIties right Georgia Seago tries PRIORI Skin Reboot at Karidis, London
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osmeceutical skincare brand PRIORI has launched a menu of peel treatments into the Karidis clinic, based in North London within the Hospital of Saint John & Saint Elizabeth. Designed with fast results in mind, the menu ranges from the 15-minute Peel It, billed as a “quick lunchtime peel”, to the hour-long Uncover, Expose, Renew treatment, which includes a hand and arm peel plus facial massage. I opted for the 30-minute Skin Reboot treatment, usually for clients who have previously experienced PRIORI’s peel system, which favours AHA lactic acid as its main exfoliating component. This was my first time having a PRIORI peel, and my therapist, aesthetic nurse Karolina Padolskyte, went through a careful consultation and decided I was a safe and suitable candidate for the full protocol, using the Multi Layer Peel Gel. Having established my main skin concerns – acne scars and nasolabial lines that are rapidly becoming more prominent – Padolskyte performed a thorough double cleanse and primed my skin with Pre Peel Gel. This contains 5% lactic acid and degreases skin for optimum peel performance. Padolskyte then brushed on the peeling formula, which, along with the lactic acid, contains a blend of BHAs, other AHAs and antioxidants. I’m fairly experienced in peels but even for me, the tingle was bordering on uncomfortable as the three-minute timer rang and Padolskyte started to remove it. It wasn’t until the warm towel had been removed for the third time that my skin
My skin was – and still is, two weeks on – brighter, clearer and smoother
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fully settled. That said, it was still completely manageable and was quickly soothed by the DNA Recovery Serum Padolskyte applied afterwards. After a layer of Tetra Broad Spectrum SPF 45 Sunscreen and a dusting of Minerals Broad Spectrum SPF 25 mineral foundation, I was good to go. I experienced a few days of rough, dry skin and slight redness following the peel, but it was a small price to pay for the amazing results. My skin was – and still is, two weeks on – brighter, clearer and smoother, with my acne scarring and blackheads visibly minimised. Creating a menu of peel treatments that increase in strength and length is a great way to get apprehensive clients to step up their facials. It also makes selling them on to courses much easier. Lactic acid is generally considered one of the gentler AHAs, meaning more clients are likely to be able to tolerate the peel and step up the intensity at a quicker pace for ultimate results. AM
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SEE US ON STAND B17
NORTH MANCHESTER CENTRAL 29-30 JUNE 2019
SEE US ON STAND B17
NORTH MANCHESTER CENTRAL 29-30 JUNE 2019
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SKIN NEWS
aestheticmed.co.uk
New retail skin kits from SkinCeuticals SkinCeuticals has announced the arrival of two new retail kits that deliver high-quality, proven formulations to enhance in-clinic treatment. The Age Renewal System and Clarifying Skin System retail kits reflect reflect the scientific approach taken by SkinCeuticals to skincare and the development of effective topical regimens. The kits are designed to address the needs of two common skin concerns frequently seen in skin clinics: ageing skin and ageing, blemish prone skin.
ZENii introduces Superfoods Organic Blend supplement To mark the launch of her new book, Superfoods to Superhealth, Dr Johanna Ward, creator and founder of ZENii, has introduced a new supplement – Superfoods Organic Blend. The supplement is a high-performance blend of 35 organic superfoods featured in the book and chosen for their immune, detoxification and gut health support. It can be added to smoothies, juices and foods to boost health. The book, which published last month and is available on Amazon, explores intelligent and sustainable food choices for the next generation, and is described as “a powerful and timely exploration of the perils of modern western diets and lifestyles”. Dr Ward takes the reader on an educational and empowering journey showing how poor food choices are at the heart of most modern, western diseases.
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4T Medical launch You Want My Lips Enhancing Lip Serum
Clinisept+ achieves CE accreditation
Aesthetic product supplier 4T Medical has announced the launch of You Want My Lips Enhancing Lip Serum into the UK. Formulated and manufactured in Italy, You Want My Lips provides immediate high-shine volume and fullness to lips, while providing essential hydration and definition to the lip contour. The dermatologically tested formula combines a fast-acting blend of castor oil and capsicum (to plump without the sting), along with Vitamin B5 (to hydrate) and Vitamin E (to protect). Julien Tordjmann, managing director of 4T Medical commented, “With the large focus on lip injections and augmentations in recent years, topical lip enhancers are rapidly growing in popularity. You Want My Lips is unique to 4T’s offering as it provides an immediate fuller pout — without stinging, adverse effects or a hefty price tag.”
AestheticSource has announced that Clinisept+ has achieved CE accreditation. Lorna McDonnell Bowes, founder of Aesthetic Source, said, “The official CE accreditation attributed to Clinisept+ supports the AestheticSource approach to source and distribute brands that represent the very best in class. Safety has always been at the heart of our product selection, alongside efficacy and market-leading clinic support, marketing and PR. The opportunities this CE mark opens up for existing and new users of Clinisept+ are very exciting indeed.” Ross Walker, commercial director of Clinical Health Technologies, added, “We are delighted to have attained this accreditation and it very much forms part of our ongoing goal towards achieving additional classification for our proprietary hypochlorous technology.” AM
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Don’t Settle for Imitations when You Can Have the World No. 1 LED Technology Today!
Experience Celluma at: FACE @ QEII Centre London Stand #74 June 7-8 Aesthetic Medicine North Manchester Stand #A5 June 28-29
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Most globally recognised, clinically validated & awarded professional LED Contours & shape taking whilst staying in place, portable & stand-free Class IIa medical devices, FDA-Cleared, medically CE Marked Clinically proven wavelengths, powerful skin rejuvenation Global market leader, registered for sale in 73 countries Extensive post-sale marketing & educational support Choose from 9 professional grade models
“My therapies not only cover progressive skin care but total body wellness, so the Celluma was a natural choice. Adding advanced LED technology with the added benefit to mold the unit to adapt to body parts for healthy ageing and rejuvenating treatments is excellent, as it allows for larger surface coverage. The Celluma device is an integral part of my Masterlift therapy. Its advanced technology allows the deeply penetraing wavelengths to interact at a cellular level giving relief to pain, reduced inflammation and improvement in conditions such as acne.” Marie Reynolds, Skin & Wellness Therapist Fortnum and Mason, Piccadilly, London • MRL CLinic, Norfolk
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I N J E C TA B L E S
HA FILLERS
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HAve your fill Dr Brian Franks discusses why, when, and how to use hylauronic acid as an injectable filler
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t present, we use three botulinum toxin products in the UK, whereas there are more than 100 permanent, semi-permanent and non-permanent dermal fillers on the market. Furthermore, while botulinum toxin is a prescription-only medicine, dermal fillers are not and can therefore be obtained by non-prescribers. All dermal fillers on the market are medical devices and must meet the requirements of the Medical Devices Directive. Such materials must be CE-marked. A question people ask is â&#x20AC;&#x2DC;are dermal fillers safe?â&#x20AC;&#x2122; When
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prescribed by an appropriately trained and qualified clinician and injected in an appropriate medical setting, temporary dermal fillers are extremely safe. The most used non-permanent, temporary dermal filler is hyaluronic acid (HA). Hyaluronic acid is a glycosaminoglycan, which is essentially a sugar, and is found naturally within the human body, for example the eyes, connective tissue and muscles, as well as the skin. It is an ideal material for use in health and medicine due to its inherent biocompatibility and the fact that is has a relatively simple chemical structure.
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HA plays an important role in retaining moisture, as one molecule alone can hold up to 1000 times its own weight in water. Therefore, when HA is injected, it can significantly hydrate the skin as well as filling and adding volume, thus diminishing lines and wrinkles. The combination of these activities are, in part, why this product works so well. 56% of the HA found in the body is found in the skin and therefore, by using HA, we are replacing what has been naturally lost. The HA that we use in aesthetics is non-animal, from biotechnical origins: bacterial fermentation from non-pathogenic strains of the Streptococcus type, therefore does not require a patch test.
CROSS-LINKING
Hyaluronic acid in its natural form would not remain long in situ – typically lasting up to three weeks, on average – so many fillers go through a process of ‘crosslinking’. This increases their longevity in situ without compromising their biocompatibility. Depending on the age and lifestyle of the patient, I have found that HA dermal fillers can last from around four to five months to one year plus.
NOTABLE CHARACTERISTICS
The greater the cross-linking, the more the G-prime will increase (viscous modulus), which, by its nature, is more likely to cause more inflammation The ratio of the G measurement (elastic modulus) and the G-prime is the most reliable information we can get regarding cross-linking and how the material reacts in the skin If the product is less cross-linked it is closer to a liquid and will dissolve more in the tissue and spread more easily. Most HA fillers will be visco-elastic. We need that combination of elasticity and viscosity to give us the optimum effect Gels with a higher G will be stiffer, with more ability to resist dynamic forces and are used, for example, for volumising. Those with a low G will be used for more static and superficial wrinkles.
Hyaluronic acid fillers are generally appropriate for all skin colours, including darker skin types, as these are colourless gels that should not be visible under the skin or alter the skin colour.
FACTORS THAT CONTRIBUTE TO AGEING
Understanding the factors which cause lines and wrinkles to develop is fundamental for clinicians to enable them to appropriately plan and provide treatment for their patients. Some of these factors are: Ageing Genetic make-up Environmental pollution Chemical substances Disease Lifestyle Solar ultraviolet irradiation As a person ages the epidermal cells become: Thinner and less sticky Skin looks noticeably thinner
Sweat and oil gland activity decreases Moisture is released instead of being kept in and the skin becomes dry and itchy Cell growth decreases by 6-10% per decade. Cells also divide more slowly as we age, making skin less able to repair itself quickly The effects of ageing on the dermal layer are significant: Dermal layer (skin) thins Less collagen is produced reducing ‘plumpness’ Elastin fibres that provide elasticity wear out These changes in the scaffolding of the skin cause the skin to wrinkle and sag. Subcutaneous fat cells get smaller with age. This leads to more noticeable wrinkles and sagging, as the fat cells cannot ‘fill in’ the damage from the other layers.
INJECTION SITES FOR DERMAL FILLERS
There are various injection techniques for dermal fillers, which can depend on the area being treated and the viscosity of filler used. As a rule, the thicker, more viscous fillers are used for volumising, the ‘medium’ thickness fillers for filling, and the least viscous fillers for hydrating.
Eyebrows arch Forehead lines Deep glabellar lines
Eyebrow lift
Tear trough Cheeks and cheekbones
Cheek wrinkles Marionette lines Lip volume Lip contours Mouth contours
Peri-oral wrinkles Nasolabial folds Face contour
Injections can be performed using needles and/or cannulas. Blunt-tip cannulas are an alternative to needles. These cannulas represent a natural evolution in the way fillers are applied to fill and volumise the face. The blunt tip is thought to displace blood vessels and cause less trauma to the tissues through decreased vessel laceration, less damage to subdermal tissues, and a reduced risk of intravascular injection. The cannulas used with dermal fillers are flexible, which allows a greater ability to fill the varying contours of the face. The main advantages of these cannulas over hypodermic needles are: Minimised bleeding and bruising Less patient discomfort and needle phobia Faster recovery Decreased risk of intra-arterial injection and adverseevents. >
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TEMPORARY VS SEMI-PERMANENT/ PERMANENT DERMAL FILLERS?
Each has its benefits and disadvantages and can simply be summarised thus: Temporary Longevity around three to 12 months Reduced risk of side effects and relatively easy to correct Disadvantage/advantage – regular treatment required Semi-Permanent/Permanent Longevity up to two years plus Increased risk of side effects due to foreign body rejection Difficult if not impossible to correct problems Problems may occur years later When deciding which type of dermal filler to use, semipermanent/permanent fillers should ideally be provided by the more experienced clinician. Remember that temporary ages with you, permanent does not.
THE IMPORTANCE OF TRAINING
When providing dermal fillers treatments, it is vital that clinicians have received appropriate training. As well as being able to perform the procedures competently and safely the clinician should have an understanding of all those factors, including about their patients, which help
them to decide which treatments to provide – or not! I call this the ‘Circle of Brian’.* This would include: Identifying contraindications for dermal fillers Identifying the various injection techniques that may be used when injecting dermal fillers Identifying the risk of potential complications of dermal fillers Being aware of other products and procedures that may further enhance the treatment outcomes The Dr Brian Franks Facial and Medical Aesthetics Training Courses in association with The Wynyard Aesthetics Academy aims to set standards by raising awareness on safety and risk management. Dr Franks has developed his own training methods and his many years’ experience working as an expert witness ensures this is provided within a framework of safety and risk management. All the modules are CPD-accredited with full sets of learning outcomes, evidence and assessment criteria. After completing training, students can re-attend the same course as an observer as many times as they wish at no cost. There are a limited number of students per course to ensure all get 1:1 hands-on experience. AM
Dr Brian Franks - BDS (U.Lond). LDS RCS (Eng), MFGDP (UK), PGDip ANSI, FPFA, ACIArb, MEWI runs Dr Brian Facial and Medical Aesthetics Training Courses in association with The Wynyard Aesthetics Academy. All the modules are CPD-accredited with full sets of learning outcomes, evidence and assessment criteria.
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I N J E C TA B L E S
SCLEROTHERAPY
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Audit and patient satisfaction surveys have long been regarded as vital tools for a multitude of reasons benefitting the employer, employee and patient
In the veins Claire Judge shares the results of a 20-year audit of her microsclerotherapy practice
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udit and patient satisfaction surveys have long been regarded as vital tools for a multitude of reasons, benefitting the employer, employee and patient. These surveys have been shown to affect clinical outcomes, patient retention, and medical malpractice claims.1 A clinical audit can be used as a continuous quality improvement process, and it can focus on specific issues or aspects of healthcare and clinical practice.2 However, at the onset of this audit journey, the researcher was blissfully unaware of these benefits; they were merely seeking to find out how patients were faring after their treatment and how the service could be improved. For the past 23 years the practitioner has been a microsclerotherapy specialist nurse, initially under the supervision of vascular surgeons and then independently, having qualified as a nurse prescriber. These clinics involve assessing and treating patients with unsightly, predominantly asymptomatic, thread veins on the legs.
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Following treatment, patients were advised to reflect on their procedure. After a two to three-month period, if they were not satisfied or still had concerns with the appearance of their veins, they were advised to return to the treating practitioner for further review and assessment. As a result of this process, the practitioner was unable to discern
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whether they do not return because they are satisfied with the outcome and do not need further treatment, or they are unhappy and felt it was a waste of their time and money. This created a level of dissatisfaction in the practitioner and they decided to send out a questionnaire, leading to the initial audit 20 years ago. This proved to be invaluable and, as a result, the audits have been repeated at five-yearly intervals and there is now a series of four audits. These have been used to reflect on the sclerotherapy clinic and how it has improved the practice and outcomes for the patients. This article aims to show how the audits were conducted, why they have been so useful, what has been learned about this process and what both patient and researcher have gained.
METHODS
The initial audit in 2002 was devised to ask 10 basic questions, which covered the patient’s perception of how their veins looked before and after treatment, the side effects encountered, and whether they would return or recommend friends to the service. This was a subjective, anonymous questionnaire, scoring outcomes using a numerical analogue scale. TABLE 1 1. How would you consider the unsightliness of your legs before treatment? 0-3: appalling, 4-6: significant, 7-10: perfect 2. How would you consider your veins after treatment? 3. How satisfied are you with your treatment? Disappointed, quite pleased or thrilled? 4. Have you suffered any side effects (staining, blisters) ? 5. Were you given enough information before undergoing treatment? 6. Would you return for further treatment? 7. Would you recommend this treatment to your friends? 8. How many treatments did you require? 9. How many days did you need to wear your stockings for (ranging 1-7)? 10. Any further comments regarding your treatment?
Table 2: Patients’ score of appearance of veins before and after treatment 60 50 40 30 20 10 0
2002
2007 before
2013 after
2018
Table 3: Percentage of patient satisfaction 80 70 60 50 40 30 20 10 0
2002 2007 2013 2018 low
medium
high
Table 2 indicates patients’ perceptions of their veins before and after treatment. Patients were asked to assess their veins from 0 to 10, with appalling to significant scored from 0 to 6, and perfect scored from 7 to 10. . From the results seen in tables 2 and 3, there is a pleasingly steep incline in the veins appearing towards the perfect end of the spectrum following microsclerotherapy and a corresponding high level of patient satisfaction. This has been consistent over the entire 20-year period. Both outcomes reflect how effective the treatment is, which is reassuring for practitioner, patients and employers. > Table 4: Would patients recommend treatment or return themselves 100 80 2002
60
2007 2013
40
2018 20 0
As the technique and drugs used have remained unchanged, there was no need to adapt the survey since its concept. Initially, the task was arduous, hand writing and sending paper questionnaires with self-addressed envelopes. However, by 2018, a SurveyMonkey questionnaire was sent either to mobile phones or emails and could be completed in less than three minutes. Disappointingly, the response rate remained approximately one third despite the technology change and ease of use. On each occasion, an average of 147 surveys were dispatched to patients from a single London clinic, which resulted in 60 to 80 replies.
RESULTS
The first three questions were designed to ask patients to score the appearance of their veins before and after the treatment, and then their level of satisfaction.
recommend not recommend
return
no return
Table 5: Side effects 80 70 60 50
2002
40
2007 2013
30
2018
20 10 0 stain
failure
blister
other
nil
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Table 7: Was enough information provided? 100 80 60 yes no
40 20 0
In table 4, questions 6 and 7 are amalgamated and it is evident that patients would both return and recommend the treatment to their friends and/or family. Figures have been consistent since the outset. These positive results helped reinforce knowledge that patients were happy with the outcome of their treatment, and the latter questions enabled further interrogation of the clinical practice. This anonymous questionnaire enabled patients to be honest without the risk of feeling awkward particularly when asked directly by the practitioner. The side effect options could prompt the patients’ memories and encourage them to reflect on any problems they may have forgotten. Finding out more about the side effects enabled valuable information to be captured and to compare this with other existing published data and enable a positive change. In 2002, it was very clear that there was a high level of staining. As a result of this practice was reviewed and the strength of the solution was decreased. By 2007 it was obvious that this had made a 50% improvement in the staining outcome. Failure rate had also improved, but this may have been as a result of the practitioner’s increased experience and better technique. When the clinic was initially set up in 1997, patients were expected to return for a follow up after a two to three month interval; this was reassuring for both the patients, practitioner and assessor. It enabled progress to be observed and further treatments offered if required (this is reflected in the 2002 data). Subsequently, in 2007, patients were asked to self-assess and would come back if they felt it was necessary. Judging by the satisfaction results, this did not affect their satisfaction or the outcome, but it did Table 6: Number of treatments required 70 60 50
2002
40
2007
30
2013
20
2018
10 0
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1
2
3
4
5
6
7
2002
2007
2013
2018
affect the number of revisits. It would have been more lucrative to continue to ask patients to return for a follow up, but it is questionable whether this would have been ethical when the outcome of satisfaction is unaffected. The data from 2007 indicated that patients felt that they were not getting enough information. This prompted the development of a website, which ensured that when patients booked an appointment they were directed to the information prior to their consultation; this information was reinforced during their consultation. It was vital that this was improved as informed consent is an essential part of the consent process.3 Table 8: Time wearing stockings
60 50 40
2002 2007
30
2013
20
2018
10 0
1
2
3
4
5
1 week
The use of stockings is a contentious topic, as is evident in table 8 regarding the use of stockings. It is clear that the researcher fully endorses their use and has, over the years, increased the length of time that the patients are asked to wear them. Patients are requested to wear them for 72 hours day and night, and then for a further week in the daytime only (this is negotiable and will vary according to the vein type). There is little scientific evidence to uphold this, however over the years it has been observed that patients with the most impressive results have worn them for longer. Reflecting on these results, can this be justified? Certainly the results from 2002 show increased side effects, and the stockings are only worn for a short period of time, but is this due to practitioner’s lack of experience or the stockings? In 2013, patients had fewer side effects and similar satisfaction levels, and wore the stockings for less time. This is something for further review. Finally, the opportunity for patients to write comments after completing the survey allowed them to make further suggestions regarding the service. If they were unhappy, they could air their views anonymously. If they chose to sign it, this allowed the practitioner to contact them to offer help and reassurance, and to rebuild trust.
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DISCUSSION
Audit is now a fact of professional life. We are accountable to our nursing body as part of nursing revalidation (which is essential to remain on the NMC register) and, as evidence of good nursing practice, we are told to gather and reflect on feedback from a variety of sources, using it to improve your practice and performance (the code NMC 9.2). But we are also accountable to our patients and employers. The audit in 2002 was a personal exercise, a survey to assess skills and outcomes of the treatment. Twenty years later, it has become a vital tool in all aspects of the sclerotherapy clinics. According to NHS England 2018, clinical audit is a way to find out if healthcare is being provided in line with standards and lets care providers and patients know where their service is doing well, and where there could be improvements.4 As service providers, we have a duty to be open and honest with our patients, and accountable for the treatments we offer.
This practice is a useful way of assessing and growing all aspects of the clinic
Before
After
This patient satisfaction data enables the practitioner to give patients factual and accurate statistics which help with their decision making and form an essential part of the consent process. These statistics can be part of the consultation, and can help build trust and rapport with the patient. Studies have shown that the rapport built at this stage of the patient journey helps reduce the risk of legal action due to a dissatisfied patient after treatment5 , and it also improves patient compliance. Satisfied patients demonstrate greater compliance with their medical care6, which may also explain why patients are happy to wear their stocking for long periods of time. According to research, patient satisfaction also leads to patient loyalty and improved patient retention. If we satisfy one customer, the information reaches four others. If we alienate one customer, it spreads to 10, or even more if the problem is serious.1 There is sufficient evidence to prove that organisations with high customer loyalty can command a higher price without losing their profit or market share.1 According to healthcare consulting firm Press Ganey, patients are five times more likely to select a practice because they had a positive experience there. Armed with positive patient satisfaction levels, this is reassuring for both myself and my employers. Finally, in this current climate of social media, the use of these statistics and patient quotes regarding the service
are excellent ways to promote the service free of charge.
CONCLUSION
As has been shown, patient satisfaction affects clinical outcomes, patient retention, and medical malpractice claims. It affects the timely, efficient, and patientcentred delivery of quality health care.1 The surveys that have been undertaken are clearly a very effective indicator in measuring the success of the sclerotherapy service. Most importantly, this practice is a useful way of assessing and growing all aspects of the clinic. If the audit takes place over the summer, when there is usually less demand for sclerotherapy treatment, there is time to carry out the survey and it can prompt patients to reassess their legs, tell their friends and rebook for follow up. The data gleaned can be disseminated on social media to promote the service throughout the year. The results of these audits have consistently shown that patients have been given enough information and would both return and recommend the treatment. These pleasing results can, to a large extent, be attributed to the rapport and relationship that the practitioner endeavours to establish during the consultation. The thoroughness of the consultation, discussing all the potential side effects, as well as the limitations of the treatment, will ensure the patient has realistic expectations and will significantly influence the patient’s ultimate acceptance of the result. This transparency is key to patient’s trust and to delivering ultimate satisfaction. AM REFERENCES 1. Patient Satisfaction: Bhanu Prakash; J Cutan Aesthet Surg. 2010 Sep-Dec; 3(3): 151–155. 2. Practice-audit-publish: A practice reflection; Robert Ferrari. Eur J Rheumatol . 2016 Dec; 3(4): 175–178. Published online 2016 Jan 29. doi: 10.5152/eurjrheum. 2015.1537 4. RCN Principles of Consent, May 2017 5. NHS England Clinical Audit 2018 6. Management of patient dissatisfaction with cosmetic surgery: PA Adamson & WM Kraus; 1995; Facial Plastic Surgery; Volume 11, Number 9 April 1995. 7. Charting patient satisfaction. Bell R, Krivich MJ , Boyd MS. 1997; Mark Health Serv. Summer;17(2):22-9.
Claire Judge is a vascular/sclerotherapy nurse specialist and independent nurse prescriber with over 23 years’ experience in sclerotherapy; she has clinics at the Royal Free Hospital London, East Grinstead and Woking.She is one of the founding members and is also on the board of the British Association of Sclerotherapists (BAS) and she teaches other practitioners. She has published articles and chapters on microsclerotherapy. She also speaks and demonstrates on this speciality at vascular conferences.
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TREATMENT SPOTLIGHT
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The new generation of PRP We find out about the Cosmo Pro iPRF Micro Facial
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icroneedling with injectable plateletrich fibrin (iPRF) is the gold standard in natural skin rejuvenation. This advanced skin treatment combines collagen induction therapy utilising the Derma Pro Microneedling system by Cosmo Pro with platelet-rich fibrin (iPRF), the Cosmo PRF Micro Facial. In recent years, platelet-rich plasma (PRP) has started to be used in the field of cosmetology. Platelet-rich plasma is commonly used in dermatology and plastic surgery, especially for treating chronic wounds, ulcers, and burns. However, based on strong evidence, and thanks to Dr Joseph Choukroun; the inventor of iPRF technology, platelet-rich fibrin is becoming popularised as a replacement for PRP in the quest for the ultimate autologous blood concentration in aesthetics. Fewer treatments are needed, thus increasing the appeal to aesthetic patients.
WHAT IS PRF?
Platelet-rich fibrin has been used for decades in dentistry and orthopaedics. PRF contains platelets, white blood cells, fibrin and stem cells. Platelets in our blood contain proteins, or growth factors, that increase collagen production, regenerate tissue, tighten skin, rejuvenate texture of the skin, and improve hair growth. PRF is 100% natural and has no additives; the absence of anticoagulants allows for the all-important fibrin matrix to form after injection, which allows for a slower release of the growth factors over several days. This low speed spin increases a greater concentration of growth factors and stem cells than experienced with traditional PRP.1 Typical uses for microneedling and PRF include fine lines, wrinkles, scars and hair restoration. Clinically, however, this
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synergistic approach, which avoids harsh topical products, offers a safe and effective alternative for the treatment of melasma. There is zero risk of reaction and it is suitable for all skin types. Platelets are attracted to platelets, therefore dermal needling and platelet therapy increases the growth factor and stem cell concentration more so than PRP or PRF as a standalone treatment.
PRP VS IPRF
PRP and PRF stimulates a supraphysiological release of growth factors to jump start healing. Although the platelets in PRP have not been activated because of the anticoagulant, platelets activate once injected as soon they come into contact with endothelial cells. This increases the pro-inflammatory cytokines, causes an imbalance of signalling molecules on the wound healing process and has an inhibitory effect, which is therefore counterproductive. 2 PRF has been proven to release the growth factors and stem cells over seven to 14 days, because they attach to
PRP vs. PRF
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the fibrin matrix, the level of proinflammatory cytokines is lower. This allows for the essential cells to be delivered on demand, rather than in an initial bolus. 2 It’s the slow release of growth factors and stem cells that increase the efficacy of microneedling. Tissue augmentation is influenced by these important cells; this biological scaffold not only gives a sustained volume effect, but it also plays a role in the long-term health of the skin.
HAIR RESTORATION
The most common cause of hair loss in men is male androgenetic alopecia, (male pattern baldness), which is primarily due to the presence of non-functional or dead hair follicles in the scalp. The iPRF Micro technique is fast and effective. Additionally, PRP can be injected on the same day. Cosmo Pro also offers a Nobel Prizewinning Meso Cocktail containing acetyl tetrapeptide-3 which targets the main cause of hair loss to provide fuller and thicker hair. For hair loss treatments, usually three treatments, three months apart are recommended. Rosey Drewitt-Staples, Cosmo Pro KOL, commented, “The combination of PRF and microneedling offers true synergistic benefits. Patients are increasingly seeking minimally invasive procedures and the fear of unnatural results often prevents a percentage of patients from having treatment. The PRF Micro Facial fills this void. Downtime is minimal and clients love the results. Typical uses for PRF in my clinic include injection under the eyes with 25G microcannula, in or above the mucosa of the lip area for volume or vertical lines, Micro Facial with the Derma Pro system and hair restoration.” AM REFERENCES 1. Nishimoto S et. Al. Growth factor measurement and histological analysis in Platelet Rich Fibrin. A pilot study. J of Maxillofacial & Oral Surg 2015;14(4):907–13.
iPRF Micro Facial - one week post treatment
2. Scherer SS, Tobalem M, Vigato E, et al. Nonactivated versus thrombin-activated platelets on wound healing and fibroblast-tomyofibroblast differentiation in vivo and in vitro. Plast Reconstr Surg. 2012;129:46e–54e.
CALL FOR ARTICLES Are you interested in becoming a contributor to Aesthetic Medicine magazine? Do you have any articles you would like to write or any thoughts, treatment tips or techniques you would like to share? Then we want to hear from you. Whether it’s writing about running an aesthetics business or sharing your case studies and clinical expertise, then get in touch and let us know your ideas by emailing info@aestheticmed.co.uk or calling 0207 351 0536
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DOSSIER
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MULTI-MODE DEVICES
All in one Device-based treatments offer a broad range of solutions for various aesthetic indications within the clinic environment, none more so than the multi-mode device. Providing multi-faceted treatment options in just one machine, these technological innovations have become better and better with time. In this monthâ&#x20AC;&#x2122;s dossier, we will be examining some of the best on the market.
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DOSSIER
MULTI-MODE DEVICES
3D-ULTIMATE (3D-LIPO)
Launched in 2017, 3D-Ultimate’s multi-faceted approach, allows clinics to create bespoke treatment plans to provide the most effective results. The device includes: Cavitation – Designed to target localised fat and deep cellulite, 3D-Ultimate's powerful 200watt output boasts a head size of 60cm2 with twin transducers ensuring a large treatment area and reduced treatment time. Shockwave Therapy (ESWT) – Works by stimulating fat breakdown, collagen synthesis and lymphatic drainage via the delivery of radial shockwaves. This is the latest technology clinically proven to reduce the appearance of cellulite and increase skin elasticity. HIFU – HIFU can be used for targeted fat removal and sculpting. Delivering a 24-line matrix of focused energy at a depth of 1.3cm +8mm,
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the controlled thermal effect results in the destruction of targeted fat as well as contraction of collagen in the treatment area. Benefits are faster treatment times and a more targeted focus. Duo Cryolipolysis – Using the unique combination of electro and cryotherapy 2040% of the fat cells in the treated area die in a natural way and dissolve over the course of several months. Two areas can now be treated simultaneously. Focus Fractional Radiofrequency – Focus Fractional RF is the 3rd generation of RF technology. It utilises three or more poles/ electrodes to deliver the RF energy under the skin. This energy is controlled and limited to the treatment area. Key advantages of this technology are high treatment efficacy, no pain (as less energy is required), shorter treatment services and variable depths of penetration.
ELOS PLUS (CANDELA)
elōs Plus is Candela's complete aesthetic work station, providing a full range of the most indemand treatments within one device. The machine lets you treat multiple indications, including benign vascular lesions, telangiectasia, rosacea, pigmented lesions, lentigines, freckles, poikiloderma, sun spots, age spots, non-invasive wrinkle treatment , skin resurfacing, facial wrinkles, hair removal and acne vulgaris. It combines optical (laser or pulsed light) and radio frequency (RF) energies to deliver comfortable treatments and Candela claims it is the only system to provide three-layered skin protection. RF reduces optical energy requirements to moderate skin heating and allow a deeper penetration of heat. Active Dermal Monitoring (ADM) immediately signals skin
HARMONY XL PRO (ABC LASERS)
Harmony XL Pro is the advanced version of the allinclusive Harmony XL treatment platform. Featuring new technologies, handpieces and treatment innovations, Harmony XL Pro allows the practitioner to treat the widest variety of indications, addressing the aesthetic concerns of patients of nearly all ages and skin types. Harmony XL Pro offers nearly 20 distinct laser, light and ultrasound technologies treating over 65 FDA-cleared medical and aesthetic indications. New innovations include depth control capabilities, allowing practitioners to control the precise depth of treatment depending on the area being treated, skin type or indication. It also has a first-of-itskind fractional scanning Q-Switched laser for high speed skin remodeling and multi-colour
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impedance changes and Sapphire contact cooling improves patient comfort. With the system’s triniti Plus treatment protocol you can sequentially perform multiple procedures during the same visit. Handpieces include SR/SRA for pigmented lesions, Sublime for wrinkles and Sublative for ablation and resurfacing. In 2018 Candela also added a new applicator for the platform, designed to make hair removal easier and more cost effective. The Motif Vantage is an ergonomically designed, fast-diode laser applicator that glides over the treatment area, making hair removal quicker to perform. It can treat a man’s back in 20 minutes, twice as fast as before. It also has a large spot size with measurements of 33x14mm. Its Motif mode and contact cooling means therapists can deliver comfortable, pain-free treatments.
tattoo removal, a specialised tip maximising treatment safety for darker skinned patients and a powerful new acne treatment combining laser with vacuum technology. One of the signature technologies included on the platform is the ClearLift applicator. ClearLift tightens and brightens skin, reduces fine lines and wrinkles, improves tone and texture and stimulates collagen production. ClearLift uses 1064nm Q-Switched laser technology for fast, comfortable treatments with visible results and no downtime. It works by transforming laser light into acoustic sound waves that work deep down in the dermis to "shock" and stimulate the collagen. It causes regeneration from underneath with no injury to the skin's surface, leaving no redness or tell tale signs. >
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Results and patient experience may vary. Patients shown in the B&A pictures are within +/- 5 lbs of their original weight unless specified. As with any medical procedure, ask your doctor if the Emsculpt procedure is right for you. The Emsculpt procedure is U.S. FDA cleared for improvement of abdominal tone, strengthening of the abdominal muscles, development of firmer abdomen, strengthening, toning and firming of buttocks. ©2019 BTL Group of Companies. All rights reserved. BTL® and EMSCULPT® and HIFEM® are registered trademarks in the United States of America, the European Union and/or other countries. The products, the methods of manufacture or the use may be subject to one or more U.S. or foreign patents or pending applications. Trademarks EMSCULPT®, EMSELLA®, EMBODY® and HIFEM® are parts of EM™ Family of products. *Data on file. 799-79EMCLFFMA2ENGB100; Emsculpt_LF_FMA2-amm_A4_EGBN100
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DOSSIER
MULTI-MODE DEVICES
LUMINA (LYNTON)
stage, dependent on the exact needs of the user. As well as unrivalled laser & IPL technology, the Lumina has many unique features designed to aid busy aesthetic practitioners. A built-in patient database and parameter printer make each treatment as quick and easy as possible and are accessible via its large touch-screen interface. It's four technolgies include 585nm and 650nm IPL Hair Removal and Skin Rejuvenation handpieces, which are supplied as standard; the Long Pulsed Nd:YAG Laser (1064nm), a detachable option for professional laser hair removal on darker skin types IV-VI that can also be used to treat skin laxity, deeper vessels and fungal nails; the ACTIVE Q-Switched Tattoo Removal Laser (1064nm & 532nm), a safe clinically effective treatment for multi-coloured tattoos as well as dermal and epidermal pigmentation; and finally the ResurFACE Fractional Skin Resurfacing Erbium Laser (2940nm) fractional erbium laser handpiece is available for ablative treatments with minimal downtime. Interchangeable Light Guide technology also provides you with speed, precision and enhanced epidermal protection from bulk heating. ILG™ allows the practitioner to tailor spot size for every client due to it’s easy to use, ‘snap-in design’.
M22 (LUMENIS)
allows for treatment on all skin types, including darker skin, and reduces the chance of unwanted side effects. Q-Switched Nd:YAG uses a homogenous beam profile for enhanced treatment safety and efficacy and is designed for skin toning by treatment of pigmented lesions and dark tattoos removal. It has a single head for all Q-Switched applications with seven spot sizes. It is easy to use as there is no need to change treatment heads when changing applications. ResurFX™ is a fractional non-ablative handpiece for skin resurfacing. Unlike other fractional technologies, ResurFX™ needs only one pass to be effective, saving you time and protecting the patient’s skin. ResurFX™ uses a 1565nm fiber laser and a very advanced scanner, which enables you to choose from more than 600 combinations of shape, size and density for optimal treatment. The ResurFX™ module has a state-of-the-art CoolScan™ scanner for nonsequential scanning. The patent pending algorithm places each fractional spot in a controlled manner to protect the tissue from heat accumulation and overheating. This ability is unique to the ResurFX™ 1565nm. The ResurFX™ handpiece is equipped with continuous contact cooling, to increase patient comfort during treatment. >
Lumina is Lynton's flagship multiapplication laser and IPL platform. The latest model combines five different market-leading technologies into one stand-alone platform, helping treat more than 24 different aesthetic concerns including hair removal, skin resurfacing, tattoo removal, deep veins, scarring, acne, fungal nail removal, skin rejuvenation, wrinkles, sun damage, pigmentation and skin tightening. Giving practitioners, the flexibility to 'build as they grow', the system has been designed to allow users to add new technologies as and when they are required, based on the needs and demands of their growing practices. Used by the NHS, the medical-grade Lumina model sees a number of new features and changes in specification, all designed to accommodate its hugely diverse treatment capabilities, for example its new slim-line modelling and ergonomic design. The Lumina has been designed perfectly to meet the demand of those looking for a single platform that can provide multiple different aesthetic treatments. A range of award-winning technologies are easily fitted to the Lumina, either from the outset or upgraded to at a later
The M22 is a versatile, modular, multi-application platform for the treatment of more than 30 skin conditions as well as hair removal. Used by physicians around the world, M22 enables you to treat a wide variety of patients and conditions with excellent outcomes. With multiple technologies in one modular system, M22 grows with your practice and expands to your treatment needs as well as adapting to future applications as they emerge. Universal IPL is a single handpiece with changeable filters and lightguides which uses Optimal Pulse Technology (OPT™) for IPL skin treatments using photorejuvenation. This module enables you to treat a myriad of conditions with a single, versatile handpiece. The Universal IPL handpiece is designed with nine ExpertFilters™ tailored to the condition being treated and computer-enabled filter recognition for enhanced safety and ease-of use. ExpertFilters™ can be changed in seconds instead of attaching a whole new handpiece. The Universal IPL handpiece saves not only treatment time and storage space, but is also extremely cost efficient because there is no need to purchase multiple IPL handpieces. Three SapphireCool™ lightguides, for large and small areas, maximise patient comfort with continuous contact cooling. Multi-Spot™ Nd:YAG utilises Multiple Sequential Pulsing (MSP™) and has two sized lightguides, which are changeable in seconds. It offers treatments for telangiectasias, hemangiomas, leg veins and facial wrinkles. The MSP technology enables cooling between a sequence of pulses, to protect the epidermis while allowing the safe use of higher fluences. It also
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DOSSIER
MULTI-MODE DEVICES
OPTIMAS (INMODE)
papers demonstrate outcomes such as improvement in skin complexion, reduction in skin irregularities and restoring skin to a more youthful appearance. This all occurs within one session or multiple sessions, depending on patient preference. Fractora can be used on active cystic acne and acne scars. DiolazeXL is most effective at combining high peak power and a large spot size simultaneously in the same session. Clinicians can benefit from a combination of speed, efficacy, safety and comfort to optimise their hair removal revenue. Vascular lesions, including angiomas, telangiectasias, port wine stains and leg veins, can be treated with the Vasculaze. The Vasculaze is optimised with high peak power that targets appropriate haemoglobin, so patients can benefit from a fast and safe treatment. Key benefits include: high peak power, strong contact cooling, no disposables and consumables. The Morpheus8 is a new subdermal adipose remodelling device (SARD) that fractionally remodels and contours the face and body. Penetrating deep into the skin and fat, this morphs the ageing face or body into a more desired smooth and sleek appearance, for all skin tones.
STRATUM 8 (CAMBRIDGE STRATUM)
tissue are easily ablated and the ablated plume of tissue removes much of the heat from the site. This limits the amount of heat transferred into the remaining tissue which both tends to limit the depth of ablation to around 0.2mm and compared to CO2 lasers there is less risk of pigmentation changes. Monopolar and bipolar radiofrequency both benefit from chilled treatment tips to enable more power to be delivered without overheating the epidermis. The result is greater collagen shrinkage when skin tightening. Monopolar RF is also an effective method for breaking down fat deposits when body contouring. Both treatments come with three treatment tips sizes 18mm, 27mm and 38mm. IPL and IPL with radiofrequency (RF) for full control and built in protocols for easy and safer operation by less experienced users. IPL is a great treatment for acne, and its large head size of 50mm by 15mm often makes it the treatment of choice for telangiectasia matting and age spots. It is also useful for hair removal in skin types I to IV. The addition of RF can make the more intense treatments less uncomfortable and help to reduce the risk of pigment changes. >
The Optimas suite has state-of-the-art light, laser, and radiofrequency devices for skin care and hair removal. Technologies include Lumecca, Forma, Fractora, DiolazeXL, Vasculaze and Morpheus8. Lumecca is a breakthrough intense pulsed light (IPL) that delivers up to 3X more energy in the 500-600nm range to improve efficacy for vascular and pigmented lesions. It is optimised for clinicians to treat a variety of skin types and conditions with just a single session. Lumecca provides fast treatments with clearance in one to two sessions, compared to four to five sessions with competing devices. Forma stimulates the formation of new collagen and improves the skin's elasticity for long-lasting and remarkable results. Forma is the first auto-adjusting, non-invasive, thermal skin treatment for deep and uniform tissue stimulation. Forma uses radiofrequency power that flows uniformly between the electrodes to provide a comfortable thermal experience with immediate and subsequent contraction. There is no downtime. Fractora is a fractional skin resurfacing and subdermal tissue coagulation device that bridges the gap between fractional lasers and surgical procedures. Clinical
Stratum 8 is an eight-function medical CE approved machine that enables a very cost effective entry into energy based treatments. Each head is automatically recognised by the machine as it is plugged in and the software adapted accordingly, making the Stratum 8 a very flexible modular system that can expand as your business grows. The functions available include: Active Q Switch NdYag laser at 1064nm with 532nm frequency doubling tip as standard. This is a good entry into tattoo removal and the treatment of pigmented lesions. It comes with a focusing tip that adjusts the beam from 1mm up to 5mm diameter, plus a 7mm beam expander for lower fluency applications such as pigmented lesions. Long Pulse NdYag laser at 1064nm with chilled sapphire tips for patient comfort and to reduce the risk of hyperpigmentation. The tips available include 2.5mm x 5mm for tracing thread veins and 6mm and 9mm for treating telangiectasia matting and hair removal, especially in Fitzpatrick skin types IV to VI. Pulse duration can be set between 10ms and 40ms. Er: Glass Fractionated 1545nm Laser for skin resurfacing and the improvement of hypotrophic scars such as acne and stretch marks. The beam splitting optics include 100 mtz/cm2 for deeper treatment depth at higher fluence and 324 mtz/cm2 for more superficial applications. Both are often used in the same treatment. This is a non-ablative treatment that works extremely well in conjunction HIFU for anti-ageing and following child birth. ErYag Fractionated 2950nm Laser with 2950nm is the wavelength at which water absorbs the light energy most effectively. This has the effect that the upper layers of
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DOSSIER
MULTI-MODE DEVICES
VENUS VERSA (VENUS CONCEPT)
The Venus Versa is a multi-platform device which offers IPL skin rejuvenation, IPL hair removal, radiofrequency skin tightening and non-ablative skin resurfacing. The Venus Versa™ is indicated for treating skin concerns, such as acne scarring and pigmentation, as well as offering fast and effective hair removal. Unlike many other Intense Pulsed Light (IPL) devices available, which can only treat up to three or four on the Fitzpatrick scale, the Venus Versa can effectively treat up to skin type VI, making it the perfect solution for those seeking IPL services. Venus Versa revolutionary real time cooling system, Smart Pulse technology and pulse repetition rate of up to 3Hz means that it stands out from other platform devices. Maximising treatment versatility with 10 innovative applicators, the Venus Versa is suitable for the treatment of skin tightening, photo-facials, semi-permanent hair reduction, thread vein removal, skin texturing, diminishing of pores and treatment of acne scarring. In February 2018 Venus Concept introduced the TriBella treatment to the Venus Versa which incorporates three handpieces: Photo Rejuvenation, DiamondPolar and Viva. The photo rejuvenation handpiece is used to deliver direct bursts of energy onto targeted areas of skin. The Intense Pulsed Light (IPL) used is selectively absorbed by the target chromophores – namely, haemoglobin for vascular lesions, and melanin for pigmented lesions. The DiamondPolar applicator is designed to enhance collagen and elastin production to reduce wrinkles and rhytides resulting in a tightened appearance of skin.
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It’s powered by (MP)2 technology – the combination of Multi-Polar Radiofrequency (RF) and Pulsed Electro Magnetic Fields (PEMF). Multi-Polar RF produces fast and homogeneous heat in multiple tissue depths, resulting in excellent clinical results and comfortable patient experiences. PEMF is known to promote collagen synthesis, fibroblast proliferation, and improved blood flow for quicker healing and to support tissue maintenance. The NanoFractional RF applicator is specially designed for skin resurfacing, with state-ofthe-art patented tip technology. The precise amount of energy (up to 62 mJ) is delivered uniformly to each pin electrode. High energy density is distributed through a small footprint per pin (150 x 20 microns), leaving sufficient intact tissue in between for faster wound healing, uniform post-treatment tissue, and lower downtimes than other devices. The three treatments in combination offer ultimate skin rejuvenation by enhancing tone, tightness and texture. AM
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LASER PHOTOTHERAPY
aestheticmed.co.uk
On the level Consultant trichologist Benedetto Cusumano explains the science behind laser phototherapy for hair loss
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bout 85% of men will have major hair loss by the time they’re 50 and at least one in three women will experience thinning hair, with an estimated 70% suffering from some form of female-pattern baldness. Hair loss is a condition that affects millions of people worldwide. Genetics can play a role in hair loss, but there are also many other factors that can contribute, such as nutrition, stress, an underlying medical condition or hormonal imbalance. Studies have shown that, often, hair loss in women is caused by severe emotional stress, such as marital or career-related issues. There are a number of different options for treating hair loss, which will depend on things such as your age, metabolism, health, hair type and cause of hair loss. Technologicallyadvanced solutions are becoming increasingly popular, with laser phototherapy (LPT) being particularly effective in treating androgenetic alopecia.
WHAT IS LASER PHOTOTHERAPY?
The first case of using light as a treatment dates back to the early 20th century. It was pioneered by Danish physician and scientist Dr Niels Ryberg Finsen, who was awarded the Nobel Prize in Physiology or Medicine in 1903 for his work in the treatment of disease with concentrated light radiation. Later, it was Hungarian physician Dr Endre Mester who took over the mantle to become a pioneer of laser medicine.
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He is credited as as the innovator who discovered the positive natural effects of low level laser therapy. In 1974 he founded the Laser Research Centre at Semmelweis University in Budapest, where he worked until his death in 1984. Laser phototherapy is a mode of low-level laser therapy (LLLT), also referred to as cold laser therapy, which involves exposing human tissue to low-powered (or ‘cold’) lasers. The use of low-level laser therapy has been scrupulously researched, with data suggesting that laser phototherapy actually targets cells and alters their metabolism, increasing adenosine triphosphate (ATP) production, protein synthesis, tissue oxygenation and nitric oxide release.
HOW DOES ANY OF THIS HELP TREAT HAIR LOSS?
Quite simply, laser phototherapy provides hair follicles with energy; mitochondria generate most of the cell’s supply of adenosine triphosphate (ATP), used as a source of chemical energy. The process of laser phototherapy stimulates the epidermal stem cells in the hair follicles of the scalp, allowing the mitochondria to convert this light energy into chemical energy. This chemical energy is then accessible to the hair cells to use to grow healthy hair. This process is sometimes also referred to as biostimulation – the modification of an environment to stimulate existing cells or bacteria. Studies have also shown that laser phototherapy can move hair cells into the ‘growing anagen phase’, which is when the hair grows thicker and faster than at any other time in the hair growth cycle.
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DEVICES
aestheticmed.co.uk
LASER PHOTOTHERAPY
Treating hair loss with laser phototherapy does not exclude the use of other common hair loss solutions
While side effects of using laser phototherapy are rare, a small number of patients have reported headaches or scalp sensitivity, caused by the increase of blood flow to the scalp. Feelings of tightness have also been reported, but these side effects are both temporary and improve without any additional treatment. Trials have found that Laser Hair Therapy is generally most effective for individuals who are in the early stages of hair loss and thinning (Norwood Scale 1-3) but it is a viable treatment at any stage in the treatment of hair loss; however, it should be noted that advanced hair loss patients may not be suitable candidates for laser phototherapy. There are a few factors that will determine if laser phototherapy is likely to be successful. Firstly, it is vital that coherent laser light is administered. A study published in 1996 to compare the effect of light on skin blood flow found that coherent laser light increased vasodilation by 54%, whereas non-coherent LED monochromatic light did not. Secondly, an optimal amount of energy must be provided to the hair cells; as with any ailment, a specific dose of medicine is generally required. In the case of laser phototherapy, the energy dosage is the amount of energy in joules (J) administered to a scalp area in centimetres squared (cm2) and is calculated by multiplying the power density of a laser phototherapy device by its treatment time, otherwise known as the Arndt-Schultz law. Treating hair loss with laser phototherapy does not exclude the use of other common hair loss solutions. Minoxidil, Finasteride and even more experimental procedures such as platelet-rich plasma (PRP)
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injections, can all supplement a course of laser phototherapy. Additionally, surgical hair replacement patients can also enhance the outcome of their surgery by incorporating the use of laser phototherapy into their treatment plan. Studies suggest that the release of nitric oxide and an increase of blood flow to hair follicles produce stronger grafts before a hair transplantation procedure and reduce the extent of subsequent hair necrosis. Laser phototherapy has also been shown to decrease post-procedure swelling, redness and inflammation. As a result of these findings, the use of an athome device is recommended for patients planning to undergo hair replacement surgery. Studies have also shown that laser phototherapy is a practical option in the treatment of scalp conditions and some types of alopecia. For example, alopecia areata patients who have undergone a treatment of laser phototherapy have reported a significant improvement, suggesting that laser phototherapy could be effective in stimulating hair growth in the bald areas typical of this condition. The future of laser phototherapy is starting to look very encouraging. And with convenient and affordable laser light devices now available on the market to anyone wishing to complement or augment their current hair loss treatment, or for those wanting an effective substitute to topical hair loss lotions and medications, itâ&#x20AC;&#x2122;s only a matter of time before laser phototherapy is accepted as a standard form of treatment for many types of hair loss conditions. AM
Benedetto Cusumano is a consultant trichologist and founder of the TrichoCentre in Peterborough. He set up the clinic in 2015 because he wanted to do more to help people suffering from hair loss and scalp conditions. He qualified at the prestigious Institute of Trichologists in London and was awarded the John Firmage Certificate of Distinction, in recognition for this work in this field. He is a registered member of The Institute of Trichologists, the International Association of Trichologists, an affiliate member of the British Association of Hair Restoration Surgery (BAHRS), and was shortlisted for the Outstanding Trichologist Newcomer Award at the Hair Science Awards in 2018.
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DEVICES
Q&A
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Q&A
Doing things differently Sam Cinkir, managing director of Este Medical Group, describes how his unconventional approach to business has reaped rewards Aesthetic Medicine: Since opening its first clinic in the UK in 2015, Este Medical Group has grown rapidly. To what do you attribute this growth? Sam Cinkir: I firmly believe something or someone is watching over me – I am blessed. I don’t know what is going on, but people are begging me to open a clinic in their city. I have people travelling from London, I have people travelling from abroad, and wherever I’ve opened a clinic it’s been fantastic. I started the business by renting a floor in the building in Birmingham I now own, but I could never have imagined how quickly the business would grow in the UK. The clinic in Birmingham now has 24 treatments rooms and it’s more like a little hospital more than a clinic – it must be one of the biggest in the UK. We also have clinics in Sutton Coldfield and Leeds; we recently opened in Nottingham, and clinics in Manchester and Cardiff are coming very soon. I’d like to open one in London this year, but I’m very relaxed about this. A lot
of people come to me, investors wanting to invest, for example, and I just turn them away. I don’t need them and I don’t want their money as I’m not looking to make millions in a night. AM: How would you describe the ethos of Este Medical Group? SC: I like to lead by example. In the morning, I put on my white coat and I don’t take it off until I get home. I work alongside my colleagues in the clinic in Birmingham and I do the treatments. My colleagues see me as their boss, they respect me and I respect them. But when they see their boss doing the work, I do think it makes a difference. I also firmly believe that if your staff don’t love the work, they don’t perform well. It’s something I’ve witnessed in previous places I’ve worked: when the staff were unhappy, the customers were unhappy. It’s why I’ve chosen not to give my managers, consultants or sales people sales targets. When you set targets things often go wrong. There is a temptation to start misleading people and selling the >
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Q&A
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I have already achieved more than I expected and I could never have imagined where I am today
wrong things to the wrong people just to ensure the money is there to hit the target. When this pressure is removed and you’re recommending simply what you think is best for the customer and leaving them to decide, it just works. AM: What technology have you employed to facilitate the treatments you offer? SC: The most popular treatments in my clinics are hair loss, hair removal and treatments for acne. When it comes to the devices we use, Alma, in my opinion, is the best in the world. That is my opinion, but I think a lot of people would agree with it. It’s not just that the company has a lot of research behind it, it’s that its machines are engineered with the input of doctors and scientists and that is what really attracted me. I was one of the first to order the Soprano Titanium. I knew it was coming out in March, but I ordered it last September as I wanted to be one of the first clinics in the UK to have it. Aside from the Titanium, we also use the Harmony XL Pro, Accent Prime and the Soprano ICE Platinum. Whatever Alam does I use it, because I like to go with the best. The Soprano Titanium is absolutely brilliant. I remember people having laser hair removal years ago and is was such a painful experience. The skin would blister, but people put up with it because they wanted to get rid of their hair. With the Soprano Titanium, you still see some discomfort, I’m not saying it’s completely pain-free, but compared to traditional lasers it’s so much more comfortable. The three combined wavelengths of laser are absolutely key to this and I’ve been pleased with the level of comfort it offers. The other benefit is that people can have this treatment at any time of the year. In the past, a laser hair removal treatment meant avoiding the sun. Or, if you had suntan, you had to wait until it faded. With the Soprano, you can treat the client immediately, and as long as the client wears a high SPF they are free to go in the sun, too. Like anything, though, you need to ensure you’re using a device correctly. Alma is brilliant in this area. Whenever I buy a new machine, I always invest in the Alma Care programme; every three months someone from ABC Lasers comes
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to the clinics to retrain the staff. Sometimes you can get overconfident, and it’s good to be reminded of the basics and the correct ways of doing things. I want my customers to be safe and I want the technology to be used correctly, so this investment is definitely worth it. AM: What are your plans for the future of the business? SC: If I told you I had specific plans for the future it would be a lie. I have already achieved more than I expected and I could never have imagined where I am today. I set one goal for myself at the beginning – to make £1,000 a week – and, since that day, I haven’t ever set a new goal; I am very grateful for what I have. The way business is going, I think we will have quite a few more clinics because a lot of people want us to open branches in their city or their country, but I haven’t got a plan. Maybe this is wrong, but this is how I operate – I just take every day as it comes. AM
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OUT AND ABOUT
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Out and about Out and about in the industry this month
River Aesthetics’ Pink Ribbon Foundation Charity Event, Haven Hotel, Sandbanks, Dorset A total of £10,784.32 was raised at River Aesthetics’ fund raiser in aid of the Pink Ribbon Foundation, a charity that supports and funds smaller breast cancer charities. Eighty women joined Drs Victoria Manning and Charlotte Woodward and the River Aesthetics’ team at the Haven Hotel in Sandbanks, Dorset, for the lunchtime event. The guests were inspired by talks from TV celebrity Anthea Turner, one of the Pink Ribbon Foundation’s patrons, and the energetic and passionate Lisa Allen, the charity’s head of fundraising. They were joined by Kirsty Ettrick, whose poignant story about the motivation for the launch of London Medical Concierge after the premature death of her husband, stimulated the fund raising efforts still further. The Pink Ribbon Foundation is a grant-making trust with a mission to fund projects and provide financial support to UK charities that relieve the needs of people who are suffering from, have been affected by, or who work to advance the understanding of breast cancer and its early detection and treatment. The River Aesthetics’ team has also pledged to donate 10% of the cost of every River Gold Facial performed at its flagship practice in Canford Cliffs.
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Aesthetic Medicine • June 2019
088 AM JUN19 Out and About.indd 88
22/05/2019 15:17
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