April Beaute Digital Magazine by Aesthetic Beauty Industry Council

B E A Uindustrie TE A P R I L

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I S S U E

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BUSY OR BURNTOUT? W W W . B E A U T E I N D U S T R I E . C O M

DIGITAL MAGAZINE I S S U E

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FOUNDER TAMARA REID TAMARA@BEAUTEINDUSTRIE.COM

EDITOR RACHEL MEDLOCK OF DO YOU EVEN SOCIAL? ONLINE EDITOR MALA MCALPIN BRAND DIRECTOR / DESIGN SARAH GARNER OF DIGITAL BLOOM ADVERTISING / PARTNERSHIPS INFO@BEAUTEINDUSTRIE.COM BROUGHT TO YOU BY BEAUTEINDUSTRIE.COM

DISCLAIMER All content in Beaute Industrie Digital Magazine is for general informational purposes only, and should not be construed as medical advice or instruction. Our content is not intended to be relied upon to offer a solution to a specific problem, or as a substitute for the advice of qualified professionals tailored to your particular circumstances, business or lifestyle. Everyone is different, so it is not possible for us to guarantee that our tips and suggestions will work for everyone, every time. Please use your common sense when you try anything new, and consult with relevant professionals as necessary. Whilst every effort has been made to ensure accuracy, we make no representation and assume no responsibility for the accuracy of information contained on or available through Beaute Industrie Digital Magazine. We shall not have any liability for errors or omissions or for any consequences arising therefrom. Opinions and viewpoints expressed in Beaute Industrie Digital Magazine do not necessarily represent those of the editor, staff or contributors but are here to provide a vehicle for the interchange of ideas, experiences by which we hope to inspire, nurture and empower. We do not recommend use of the content in Beaute Industrie Digital Magazine for diagnosing or treating health or other problems, or as a substitute for seeking professional advice and treatment in relation to any such problems. We are not responsible nor liable in connection with any advice, course of treatment, diagnosis or any other information, services or products that you obtain through Beaute Industrie Digital Magazine. Reproduction of any material without written permission from the publisher is strictly prohibited. © Beaute Industrie 2021, All Rights Reserved.

CONTENTS

ONBOARDING EMPLOYEES WITH EASE Consistency, preparation and planning are key when it comes to introducing new people into your business.

THE BEAUTY OF BODY LANGUAGE From posture, eye-contact to intreatment cues, what is your client's body language telling you?

GET FOUND ON GOOGLE We ask the experts on maximising your place in the online world of Google.

BUSY OR BURNTOUT Have you replied "busy... but good!" when asked how you're doing? Us too. Priorisiting your rest and recovery are our wellness tips for in between and around your appointments.

Beaute Industrie || Issue 08

COLOUR YOUR CLINIC What do your colours say about your space? We explore the theory behind choosing your interior clinic colours.

BEAUTY BRAVEHEARTS How a cancer diagnosis sparked a drive to bridge the gap between diagnosis and invaluable self-care.

from the founder. T A M A R A

R E I D

@ T A M A R A R E I D B E A U T E

I was recently sitting at my dining room table staring aimlessly out the window with my laptop perched in front of me when it dawned on me that this month, April 2021, Beaute Industrie celebrates its third birthday. They say in business that on average 90% of businesses are closed before reaching their second birthday so for us, turning three is quite the milestone. Starting from humble beginnings of just 15 industry friends in a Facebook group talking about therapists uniforms, products we were loving and catching up on new technology innovations truly astounds me as I look at the 7,000-something people that our once small group was, is now being labelled 'the largest and fastest-growing support community for the professional aesthetic industry' - wow! Often, I'm asked in interviews and panels, 'how do I know what to do next?' and when I reflect back on the three years Beaute has been in existence, truthfully I have never really known what to do next! The art of winging it you could say! What I have known, however, is the importance of listening to our people - that's you! You see, when our community reached 100 members I quickly understood the yearning our industry had for a supportive and inclusive community, so we pushed that narrative and provided said support. The conversations which were happening in our group were starting to make some serious waves in terms of progression and diversity, and it was clear to me that these conversations should be heard by more people, hence the podcast was born. Starting the podcast was daunting, to say the least - who wanted to listen to my voice every week?! What people took from the podcast were the lessons that our guests were sharing and wanted to continue to learn from their expertise, which eventually lead to our Club Beaute Membership and BeauteBrunch Networking Events being born. Following this, our digital magazine and B2B Directory both came on the scene through the COVID closures for purpose of further online connection, and through these, our community started to gain some serious traction. I guess the reason for me telling you this, this month, is to part some not-so-wise wisdom in that you're never going to have your best idea on day dot, nor know what your business is going to look like three years down the track. The lesson? Start small, listen to your people and grow with demand. Thank you for allowing us to reach our third birthday. This month, we celebrate you. Until next time, Stay Connected

Beaute Industrie || Issue 08

T a m a ra

BUSY OR BURNTOUT? R E S P E C T I N G

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R E C O V E R Y

"Busy and happy are not the same thing, we too rarely question what makes the heart sing. We work then we rest, but rarely we play, and often don't realise there's more than one way." - Sarah Davidson

How did we get so busy all of a sudden? In the years leading up to now, it feels increasingly like we have been glorifying the act of being busy all of the time. Almost without exception when you ask someone how they have been lately, chances are you will hear the same response on repeat “Busy! But good...” And sure, you may thrive in a high paced environment and love packing out your schedule, but even for extroverts, there is a fine line between busy and burnt out and at any moment, the latter can hit you without warning. Not only do you feel exhausted but your work suffers for it, you may experience brain fog that disrupts the way you communicate with clients, and the quality of your work simply won’t be the best that it can be. As a profession that requires giving so much of ourselves to our clients, it is incredibly crucial that we take steps to avoid feeling burnt out, even if we feel at the top of our game. As much as we would like to say things like “stop booking yourself clients after your usual hours” or “take Sundays off”, we understand this just isn’t practical for some business owners or practitioners. Instead, we’re putting together some ideas on achieving balance, me-time and some much-needed wellness in between and around your appointments.

Prioritise Your Breaks

How many times have you palmed off that errand for later and thought to yourself “I’ll do it on my lunch break”? This is common for those with a tightly packed schedule, but if you listen to the advice of some of the most successful minds in business, many of them say the same thing - schedule proper breaks. Avoid letting work or personal errands bleed into your break. We know this sounds obvious, and yet we let it continue to happen. Even subconsciously, the difference between 30 minutes of real genuine relaxation on your break and 15 minutes of errands followed by 15 minutes of relaxation can mean a world of difference. Respect your rest and recovery time and complete your work or life admin during active work hours. Remember that your brain can only handle so many consecutive hours of active concentration, so allowing yourself mental downtime is crucial. Put down your work, your client notes and your emails, and do something mindless that brings you joy.

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Respect your rest and recovery time and complete your work or life admin during active work hours. Small Wellness Rituals

Come up with some quick rituals you can do between every appointment that will relax or ground you. Clients can sense that uneasy feeling we get when we move straight from one client to the next, rushing to turn over the room, clean, and prep for the next appointment. Mentally your head can still be in the last appointment while you are greeting the next one. Perhaps all you need is a few seconds to switch off from your last treatment and everything that came with it, ground yourself in the present moment and be fresh and ready for the next. It doesn’t have to be big, just something to re-centre yourself. This is best done in a neutral, client-free zone, like your lunch or prep room. Maybe your ritual is having a water bottle placed in that neutral space and between every client, after your room is turned over, you head for the water bottle and take a drink. Fill it with something tasty for an even more enjoyable pick-me-up - like a reward for your hard work! Or, you could stash one of your favourite face mists for a little refresher between clients. If you perform lots of body treatments, your ritual could be to stretch for 30 seconds after each one. If you have an Apple watch and it reminds you to use the Breathe app - instead of slapping away the notification, just do it! It’s only one minute after all.

Incidental Exercise

We already know that exercise dramatically improves mental health - an irrefutable fact globally accepted by health experts. Despite this, exercise is often the first thing to be sacrificed in order to fit everything else into a jampacked schedule. This can then lead to feelings of guilt for not exercising, which only exacerbates the problem. If this is you, see if your routine allows for any incidental exercise, which can get you moving without having much of an impact on the timing of your routine. Are you close enough to walk to work? Or get off public transport one or two stops early to walk the rest? Could you walk around the neighbourhood during your break and clock up your step count, or have enough time to attend a short pilates class nearby? Do you pick up your supplies nearby, close enough to walk instead of driving? Even during your treatments, work on getting your whole body into it, such as lowering the bed during massages and doing some sustained squats throughout (this can also save your back!). Or another example, if you start your day with team meetings, encourage your team to have a little stretch whilst you chat.

Cover and feature images by Polina Kovaleva

Beaute Industrie || Issue 08

Create An Ambient Space

Ensure you have a space that allows you to switch off. Some areas of your salon or spa simply aren’t conducive to relaxation, including high-traffic areas where therapists are constantly flowing through, talking and asking questions. Perhaps your lunchroom is cluttered and messy, which only adds to your stress. If you can’t relax in your space, do what you can to improve the environment around you or relocate to another area. Another way to optimise your space for relaxation is by using scent. We asked Kirsten Walker, founder of Palm Beach Collection, for her take on utilising fragrance to improve wellbeing and reduce burnout for practitioners at work. “Personal burnout is such an important thing to keep an eye on,” says Kirsten. “In an ideal world, all of us would look out for ourselves and for each other to ensure we are taking time out! Unfortunately, it’s not always possible. Scent can be used to ground ourselves and relax. Light your favourite candle, perhaps one like our Sea Salt or Coconut and Lime that reminds you of a relaxing holiday you’ve been on.” Kirsten reminds us not to forget the power of aromatherapy and its effects on the brain. “There is such a variety of essential oils, all with different and widereaching benefits. At the moment I love our “Uplift” blend to help start my day, the citrus is so invigorating it’s a great kick start. Essential oils are of such benefit no matter how you use them. You can pop them into a carrier oil such as jojoba or rosehip and wear them on your skin, use them in a traditional essential oil burner or use our new stone aromatherapy diffuser to fill whichever room you choose with your chosen scent to reap the benefits.”

Team Initiatives

Speaking of teams, if you engage in team-building activities or want to do more to reward your therapists’ achievements, have a think about doing something that can help improve their mental wellbeing instead of just something ‘fun’. Team yoga, pilates classes, even meditation classes (you could facilitate these yourself for a lowcost option) will not only provide an enjoyable team activity but demonstrate to your staff that you truly care about their wellbeing and happiness, and appreciate their hard work.

Put down your work, your client notes and your emails, and do something mindless that brings you joy. Beaute Industrie || Issue 08

Balance At Home

Another difficulty on the journey to finding balance can be putting in the work at home. Often we’re so exhausted after work that all we want to do is blob on the couch with our latest Netflix binge. However, while this may feel great in the moment, there are a few other self-care activities you could be engaging in that have longer-lasting effects on your mental wellbeing. We spoke to Laura Soszynski, owner of Brisbane’s Willow Day Spa, who like so many others, juggles owning and operating her business with being a new mum. “It can be so easy to get overwhelmed with the sometimes never-ending ‘to-do-list’ as a business owner. I mean, even just being a homeowner, mother and wife can be overwhelming in itself! I find that when I’m feeling burnt out or overwhelmed my first step is to stop and listen to my body and emotions. I will look at what I’ve got to do and prioritise what can’t wait and what can wait for another day. Then I take the time to focus on a little self-care. Whether that be cleaning my house to feel back in control, working on my laptop from bed, sitting down and watching a tv show with a cup of tea, visiting a friend... whatever I feel like I need to do to create that calm and balance in my life. I’ve also recently been looking into my everyday living and lifestyle to make small changes to my health and well-being. Leaning on these ‘tools’ a lot more during these times to help me pause, take some deep breaths and change my mindset.” Laura tells us she also copes with her schedule by seeking help from others wherever possible. “Finding a balance can be really hard. But the way I try to do it is by prioritising my tasks, and outsourcing. Outsourcing what I don’t enjoy or know how best to do, to free up some time for the more important tasks I do enjoy and love doing. I find this helps not only with balance but also means that when I am working, I’m passionate about it and enjoying the work I’m doing/creating.” Remember, every little thing you do to improve your mental health should be recognised and rewarded. So many of us share an ‘all or nothing’ mentality, where if you don’t have a lengthy workout at the gym, or a solid meditation session, or a full exercise class - then it isn’t worth doing anything, and the one or two-minute things just don’t matter. This type of thinking isn’t healthy. Our brains work on repetition, and if we keep telling ourselves something over and over again, that will become our truth. You should be giving yourself a pat on the back for each and every tiny act, even if it’s a 5-minute walk around the neighbourhood on your lunch break or a quick stretch after your fourth massage of the day. Remind yourself “this is positive, this is making a difference, I am improving my health and putting myself first.” Keep encouraging yourself and acknowledging your achievements, no matter how small, and we promise your outlook on life will be so much brighter.

Beaute Industrie || Issue 08

# D E V E L O P M E N T

ONBOARDING EMPLOYEES

with ease.

Consistency, preparation and planning are key when it comes to introducing the right people into your business. One thing we know for sure is the lack of time a service-based business physically has in their appointment schedule, yet on the other hand, an absolute need for consistency when it comes to providing exceptional treatments for your clients. While the old ‘sink or swim’ tactic used to work when it comes to introducing new employees into your business, these days that method doesn't quite cut it. Once you’ve completed the most difficult part and landed your ideal new candidates (congrats to you, the industry is experiencing a real shortage of great therapists right now!) it’s time to incorporate them into your team. The bridge between school and workplace, level of skill set, value alignment and cultural expectations are just some of the aspects of the onboarding process a business owner should consider. That being said, this process can come with its own challenges, including time, training, and financial investment, so we thought we would put together a few strategies that may help you save on one or more of these. Create An Online Folder Utilising a central technology platform such as Dropbox, Google Drive or Trello for your business which house all of your relevant documents and files will come in handy for storing and easily distributing information, particularly if you recruit regularly or hire multiple recruits at one time. Think of the convenience of having one neat online folder and one simple link every time you onboard someone, instead of multiple links, documents and emails flying through your inbox. Here, you can store and sort soft copies of your product ingredient information, copies of training certificates, employee detail forms and other such documents that you wish to share with your team and send them all within a matter of minutes.

Beaute Industrie || Issue 08

Digital Onboarding Guide

One of the first documents in your new online folder should be an onboarding guide, and we don’t mean employment contracts or personal details. We recommend creating a guide for new practitioners describing your business in intricate detail including your business values, culture and goals, as well as your branding, tone of voice and personality so new employees can really understand your business and how they fit into it. Here, an employee code of conduct should be clearly outlined to set any expectations you have and too to benchmark behaviour from day one. Your onboarding guide should also outline metrics like your operating hours, uniform and presentation standards as well as pay and superannuation details. If you’re unsure how to get started on building your onboarding guide, we’ve created a 27-page template that’s sure to get you off to a flying start.

Induction

On their first day, be sure to have a think about the key things you wish to teach new staff right off the bat - this would be considered the ‘induction shift’, which is generally a three-hour shift to introduce an employee into your business. The induction shift can be a mix of conversation between outlining and reiterating information found in the Onboarding Guide, as well as a business tour, car parks and lockers, team introduction, uniform distribution, daily operations, appointment schedule run through and perhaps (if time permits) a buddy treatment with your senior therapist. If you have a Manager or Receptionist in your business, this is the perfect opportunity to give them some further responsibility by delegating some or all of the induction tasks to them to facilitate.

Beaute Industrie || Issue 08

Training

Though your new employee is sure to have some school and industry training under their belt, you’re most likely going to want to get them up to speed as to how your business uniquely services its clients. Start by creating a training matrix of specific training they will need to complete over a six or twelve-month period such as customer service, software, practical, retail and interpersonal training and set dates as to when and how you are going to schedule this training into their appointment schedules. To save time down the track, consider filming some of your treatments or client scenarios and creating training videos for new recruits to watch once on board. This will really help you in that awkward new phase where it can be difficult to find time and availability for in-person training. These can also be stored, you guessed it - in your shiny new digital onboarding folder! Utilise digital training as much as possible, so as to avoid flexibility/availabilityrelated issues. If you’re lucky enough to stock brands with killer online training solutions, provide any details in your online folder as well. Jot down the login details to any online portals and platforms, and create a list of any documents that new recruits need to download from there.

Procedures Manual

To ensure complete consistency between one therapist and another, your business should be run by a procedures manual aka; what if (insert problem) happened? This will take the pressure off therapists continually asking questions and feeling embarrassed about doing so, while also freeing the constant onslaught of phone calls to business owners which could be easily avoided. Your procedures manual should be housed both in hard copy in your staff room for easy access as well as separately in your digital folder too. Here, you should include signature greetings, scripts on how to answer the phone, your snack or refreshment offerings as well as treatment sequences and product usage amounts. If you value consistency within your spa, salon or clinic, this is an absolute must.

Doubles Treatment

Images by Pavel Danilyuk

Another tip we recommend when training new therapists is, for those who have a couples room, to throw them in the not-sodeep end with a senior therapist. This works exceptionally well for therapists whose skills you are confident in or wish to facilitate an educational role in the future. It assists new employees by allowing them to perform treatments whilst showing them the ropes when it comes to your signature rituals/starts and finishes, where products are stored, quantities to use, etc. These aspects can be picked up easily by good therapists simply by watching, and in a couples scenario, it’s quite normal for one therapist to take the lead on greeting, showing through to the room, and explaining the treatment anyway, with consultations being conducted individually. Not only will this allow you to get your new therapists started on treating right away, but will save a lot of time and cost on training.

Ensure They Feel Welcome

Even if you yourself go to great lengths to make your new staff members feel welcome, do your best to ensure the rest of your team does too. Particularly if you have a large team or lots of casuals that rotate around depending on different days, it can often feel very lonely and overwhelming for a new team member. Try and schedule a little team meet and greet at the start of the day, or if you really can’t, make an announcement in your respective team group chat. One option is to send a message to your existing team privately saying “we are welcoming a new team member *insert name here* tomorrow, please make them feel welcome”. Another is to add your new recruit to the group chat with an announcement saying “please welcome our newest team member *insert name here* who will be joining us on *these* days and give your existing team the chance to say hello virtually. Whether you are recruiting once in a blue moon or recruiting en mass, consistency, preparation and planning are key when it comes to introducing new people into your business. Start by setting yourself up for success by spending a little time creating your online folder, building your onboarding guide or organising your treatment protocols into your procedures manual, both yourself, your existing team and your new employees will thank you for it!

Beaute Industrie || Issue 08

THE BEAUTY OF BODY LANGUAGE # U P S K I L

Understanding our clients is at the very heart of what we do. It is our job to take on board their concerns, anticipate their needs, and create solutions that work. But often getting to the heart of the problem can be difficult, when clients either don’t know what they want or need or simply don’t know how best to communicate. Even if this is the case, most of the time our body language speaks volumes for us - even when we don’t know what; or how to say it, verbally.

Beaute Industrie || Issue 08

Non-verbal communication makes up for a huge portion of what we are trying to say, and for most of us, clues around how we are feeling and what we’re thinking, seep out of us through non-verbal cues without our control. This is why having the ability to read non-verbal communication and body language is so crucial, particularly for us as service-based practitioners. The more you understand your clients, the better outcomes you will achieve, and sometimes it can be more important to pay attention to what your client isn’t saying - or you may not be on the same page at the end of the day.

POSTURE, GESTURES, BODY, EYE CONTACT ESTURES, BODY, EYE CONTACT, POSTURE BODY, EYE CONTACT, POSTURE, GESTURES, POSTURE, GESTURES, BODY, EYE CONTA RE, GESTURES, BODY, EYE CONTACT So what are some clues to indicate what a client’s body language is telling us? We’ve done a little digging and here’s what communication experts and psychologists are saying when it comes to reading body language in a customer service context, coupled with our own experiences in-clinic and some potential solutions for good measure!

Posture

Is your client hunched or slouched over, or drawn back in their seat? How about shifting positions frequently or leaning away from you? They may be feeling nervous or uncomfortable, so do what you can to set their mind at ease. In a reception setting, offer them a comforting tea, or ask how they are feeling and if they need anything. Also, consider whether or not they have been greeted and checked in properly. It’s very common for new clients to walk into a busy clinic when the practitioners are all in treatments and the receptionist is on the phone, and feel forgotten, uncomfortable and unsure of what to do. As a receptionist, be sure to make clients feel welcome and at ease the second they enter - if you are on the phone, do this with nodding and wave gestures, and indicate for them to sit down using your hands. As a practitioner, if you see someone waiting who is clearly uncomfortable, ask if they have been looked after even if you’re quite certain they have. If you sense discomfort in the treatment room (this may come after you have explained their upcoming treatment), ask them if they have any questions or concerns about their treatment. If your relationship with the client allows, you could also just be honest and say “you seem unsure/uncomfortable, are you feeling okay about the treatment or is there something you’re concerned about?”

Beaute Industrie || Issue 08

Hands, arms and legs

Fidgeting or clasped hands can also imply fear or discomfort, as can clutching onto something like a shield (such as a handbag) or playing with nearby objects. This is a common sign of nervousness in a clinical setting, particularly when discussing invasive treatment plans. It is the clinician’s role to dig deeper to determine a patient’s true feelings regarding their treatment, surroundings, and overall care - so as above, establish an open, honest conversation and just ask. Crossed arms can indicate defensiveness or an unwillingness to divulge information, whereas open arms can indicate an openness to discussion and willingness to share. Crossed legs can also imply nervousness or discomfort, or a desire to end the current conversation.

Eye contact

The phrase ‘the eyes are the windows to the soul’ is no exception in the salon environment. You can tell a lot from your client’s eye movements if you pay close enough attention. Experts say if your client is unable to meet your eye contact it may imply nervousness, particularly if looking down. Rapid blinking may be a sign of stress, and some studies suggest looking off to the left may even indicate a lie! We also recommend you keep in mind your client’s eye movements depending on the scenario at the time. If your client’s eyes are scanning around the room as you are about to leave (allowing them to undress and get on the bed) perhaps you haven’t been detailed enough in your instructions on which clothes they should remove, where to hang them or leave their belongings, or how to lie on the bed. If you have clients who are happy and confident throughout their entire appointment and then fidgeting and darting eye movements commence only upon reaching the retail shelf, they may be one of those clients that aren't in a position to purchase retail but isn’t comfortable saying so. If you are perceptive enough to pick up on these signals and allow them a gracious and understanding exit from the situation without too much pressure, your client will silently thank you and it could go a long way in solidifying your relationship. 15

During the treatment

Most clients won’t tell you if they’re uncomfortable during a treatment. It’s your job to analyse body language and ask the questions. Do they move their arms from on top of the blankets to underneath it during a facial? Perhaps they’re cold. Do they exhibit furrowing of their brows during their facial? Sure, they could be worrying about their busy schedule once they leave your salon/spa, or your pressure could be too firm. Are they shifting around in the bed, or pursing their lips, or re-adjusting the position of their head on the pillow? The answer is the same in each instance: just pay attention, and don’t be afraid to ask. It may be subconscious or your client may intentionally be sending you signs they need assistance but are too afraid to say. Either way, they will leave their appointment substantially happier if they know you are paying attention to their needs and doing your best to meet them.

Photo by Dziana Hasanbekava from Pexels

While we can’t be mind-readers, detecting subtle body language can get us pretty close. The deeper connection and trust we develop with clients, the more they will continue coming back, and the best way to develop this connection and trust is, of course, communication. Words aren’t everything - some of us have great difficulty voicing our thoughts, feelings and concerns. But if you can establish these thoughts and feelings without a client even having to tell you with words - we can bet their journey with you and your business will be a long one!

Beaute Industrie || Issue 08

# U P S K I L L

GET FOUND ON GOOGLE We ask the experts on maximising your place in the world of Google. SEO is and continues to be, for many, one of life’s greatest mysteries. It can be a particularly scary acronym for the not-sotech-savvy. In short, Search Engine Optimisation simply refers to improving your website so that it ranks more highly in online searches. But what is it really all about? Why is it so important? How does it work, and how does Google decide which websites get ranked in which order anyway? We spoke to Marnina Disprose from Digital Health.Co to unravel the mysteries for us and explain how you can improve how your business’ ranking on Google, and what you can do to make it appear closer to the top of the list.

In short, Google relies somewhat on repetition. If we imagine what our target audience is searching for when we want them to find our business, what would that keyword or phrase be? Are you dispersing this throughout your website? But as Marni tells us, it’s much more than just that. Another example is the format or text types you are using throughout your site. Is the text type set to paragraph text, or heading text? A viewer can’t tell the difference, but Google sure can. “The keyword should be in the H1 header, first sentence and first paragraph of the page, as well as the meta tag and description,” says Marni. “Google will also gauge user experience by time on page, for example, if a question is “what is the best chemical peel for dehydrated skin” and a page heading uses this description but does not follow the correct page structure, hierarchy or actually contains no useful information and that visitors leaves the page immediately, this tells Google that the webpage is not useful and will therefore rank the page lower.”

“Google selects sites based on user experience,” shares Marni. “If a question is being asked, Google will rank an article or webpage that is most relevant, comprehensive and recent. The average word count of a webpage that ranks number 1 on Google is 2000 words. Google also responds to page structure and hierarchy. The keyword for that page should be included approximately every 100 words, but not more. You can also add SEO keywords within your content, to increase the chance of discoverability.”

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W H A T B E ? "

Marni explains that it’s best to focus your efforts locally. Google uses location-based services (ie. picks up the location of the user when they are carrying out a Google search) and potential customers also often search for services by a certain suburb. “Local SEO is most effective and relevant for salon and spa business owners,” says Marni. “Incorporate Google reviews, and use location keywords in your website copy, meta descriptions and headlines.” Google My Business, according to Marni, is your best friend for local SEO. It’s the service that pops up at near the top of the results when you search for something on Google based on a location, with the map, contact information and review rating for several businesses in a particular area. This service allows businesses to enter all of their details, from opening hours to images, and it’s free. Marni advises “Ask clients to leave reviews here and ask them to also include the treatment they have had, you will then start ranking for these terms such as “best rejuvenating facial”, “painless waxing” etc. Using keywords in reviews is far more powerful than simply “great service” and it also gives some ideas for what people can write about.” With the frequently changing nature of digital services, says Marni, your website should also be updated fairly frequently. “A website refresh/redesign is recommended every 24 months. However, websites should always have current content and information. If your business owner/s, team members or treatment menu changes, these should be updated on your website as soon as possible.

Google also favours new content, so you could create a blog and post relevant and informative content to assist your clients with pre and post-procedural care, provide information on a new treatment or service, or offer a step by step guide for an at-home treatment.” Now that we’ve covered the basics, Marni shares with us a couple of steps you can take in order to select the right keywords to use on your business’ website. Local SEO - Instead of a generic keyword such as ‘microdermabrasion facial’ enter your local areas into the keyword and content that you write. Example: If you serve customers in Northern Beaches of Sydney use terms such as ‘microdermabrasion in Allambie Heights’, ‘Avalon Beach microdermabrasion facial’. I recommend having a look at where most of your clients come from, looking at a radius on a map with your business in the centre and choosing several of the largest locations within that radius (also note the areas that don’t have a salon or clinic and be sure to include these). Using a tool like Answer The Public - This will give you ideas of what you can create content about as it provides results of the questions people search for on Google. Look at popular hashtags on social media - This will help you determine the terms that people around you are using to search and promote their services. All this being said, Marni advises not to go overboard on too many keywords - there is a limit. “Keyword stuffing no longer works, and up to 5 keywords are enough. Use long-tail key terms such as “best laser treatment for redness” instead of just “laser” or “redness”. The digital and technological components of a business can be overwhelming. We know countless practitioners who are incredible at what they do but are also self-professed ‘technology-challenged’, so you certainly aren’t alone. As always, we encourage you to make the most of our Beaute Industrie community, in which we strive to create a helpful, nurturing and judgement-free environment. No question is a stupid one, and never be afraid to ask for help. Or better yet, outsource your worries to a savvy professional like Marni and free up more of your precious time for what you do best!

Image by Artem Podrez

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colour your

# I N T E R I O R S

clinic

White, neutral, pink or blue - which is the perfect colour palette for you? We speak with Noosha Anzab, Clinical Psychotherapist to find out the theory behind choosing your interior clinic colours. We already know that colour can have a huge influence on how we feel. Most of us have heard of colour therapy to some degree, which harnesses the influence of colour over our mental state to improve an environment and the outlook of those within it - for example, using greens and blues in hospitals for their calming effect. It’s already somewhat of an industry tradition for us as practitioners to utilise bright pops of colour on our lips, giving us that boost of confidence, sense of fun or sensuality but how can the use of colour translate into our businesses and help improve the experience we offer clients? We picked the brains of a clinical psychologist to find the answers. Noosha Anzab is a clinical psychotherapist and psychologist at Lysn, a digital mental health platform with world-class wellbeing technology to help people find their best-fit professional psychologist and online tools to improve their mental health.

A perfect example is red. In colour therapy, red is closely associated with energy, stimulation and revitalisation. Sounds fine on the surface, right? Well, not so much for an environment where you want someone to relax. Red is often used in warning signs too, like the red used in a stop sign or the red used to indicate ‘Danger’ or ‘Do Not Enter’. While red has the ability to instantly grab someone’s attention, it can also indicate a negative emotion of danger or make a person feel generally uneasy. Keeping colour therapy in mind in a spa or salon setting is incredibly important, especially when thinking about how you want your customers to feel and the overall experience they get.”

Noosha first explains exactly how colour therapy works on our brains. “Certain colours are said to influence the way we feel, by creating an electrical impulse in our brain, which stimulates hormonal and biochemical processes in our body. These processes are said to either stimulate or calm us, depending on the colour.” So why should you, as a business owner operating in a spa or salon setting, keep colour therapy in mind? Noosha tells us colour therapy is an ancient technique taken advantage of by businesses throughout the ages. “The concept of colour therapy actually dates back to ancient Egyptians and is still used in many businesses today! Egyptians used sun-activated solarium rooms constructed with coloured glass for therapeutic purposes. This just goes to show the profound impact it can have on a person and it’s certainly an important consideration for salon or spa owners.” There are a few colours, as Noosha tells us, that aren’t ideal for a spa environment, or any setting one wishes to create a relaxing experience in.

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Your business’ colour scheme plays a huge part in your overall branding, but when selecting these colours, it’s important to consider the entire emotional experience you wish to invoke in your clients during their visit, as opposed to simply choosing brand colours that you like the look of. “Colours can make people feel a certain way, so it is important to think about what you want your customers to feel when they’re visiting,” says Noosha. “It’s wise to choose a palette that will welcome and relax clients (for example, blues or earthier tones), rather than colours that might make them feel rushed or unsettled (e.g red tones). As a general rule, cooler colours like blue, green and purple are associated with feelings of relaxation and calmness – perfect for someone getting a facial or treatment. However, something to consider when it comes to cooler colours is also the shade. Certain shades of cooler colours can also be associated with sadness or coldness (for example, dark blue). Lighter blue hues are great for the salon environment because they can promote feelings of tranquillity and calmness. Greens are said to be a positive range of colours, symbolising nature and often associated with feelings of health, growth and possibility. Earthier colours such as brown hues are said to evoke feelings of security, reliability, warmth, and approachability. These kinds of colours can bring a sense of comfort and have been linked to an increase in tryptophan (related to sleep and our immune systems) and serotonin (linked to our mood).”

So which other elements can feed into this mood-evoking experience? As with many things in this industry and within your business, it’s about the sum of the parts - each small detail plays a role, and comes together with one another to create a beautiful bigger picture. It isn’t just about the colour of your walls, but the artwork you hang on them, even your team uniforms. For artworks, Noosha says “Consider the key colours in the art pieces and decide if that will evoke the right emotions. Obviously, the image also comes into play – anything harsh or graphic might not be the right choice! Instead go for something subtle and calming, for example images of the ocean or lush green landscapes.

Photo by Polina Tankilevitch

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Imaged supplied, Love Beauty Skin Clinic

When it comes to choosing colours for your uniforms, the same rules of thumb apply. “The best way to approach it is to decide the feeling you want customers to get from the experience first, then work your way backwards. If it’s a sense of relaxation and calmness then you’d look at the cooler colour palette, or if it’s to feel welcome and secure, perhaps the earthier tones might work best!” Noosha also shares with us a clever tip around one particular piece of decor that can have a big impact. “Water is considered to be incredibly calming so if you can, implement real water in the salon through a fountain or feature piece, otherwise images of water can help to combat feelings of stress and induce a state of relaxation.” And as always, lighting is key! “Lighting can have a dramatic effect on a person’s mood, health and overall wellbeing, says Noosha. “Our bodies require a certain amount of light at certain times of the day to send cues to our internal body clocks, signalling when we should be awake and when we should be asleep. When this lighting isn’t right, our whole bodies can be thrown off! During the daytime, we need high levels of light to stay alert and at night, we need dimmed lights or none at all for sleeping. Too much artificial light such as LED light can keep a person feeling really awake, as well as causing issues with a person’s ability to think clearly. An ideal salon should have a good mix of both natural and artificial light, ideally with mood lighting that can be turned up or down.

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If you’re a business owner who wants to create a calm and tranquil environment, but isn’t a huge fan of the typical spa blues and greens, thankfully there are some alternatives for you. “Consider ways you can incorporate shades of warmer colours that might evoke the right feelings, for example, yellows,” says Noosha. “A very light or soft pastel yellow can feel very soothing to a person and leave them feeling like they've bathed in warm rays of sunshine. Or browns can achieve a sense of dependability, security and safety which can also feel like a calming environment for many!” If you’re a business owner reading this and beginning to panic thinking you may have selected the wrong colours - Noosha advises not to panic! “There are so many elements that contribute to a positive customer experience and there are ways you can implement other sensory tactics such as through a sense of smell.” We’ve said it before here at Beaute, and we’ll say it again - it’s about the small details. Taking advantage of colour and its effects on mood is just one way to feed into your clients’ overall journey. Remember to consider the holistic journey, and don’t underestimate the finer touches such as soft textures, soothing fragrances, relaxing tunes, comforting tones of voice, or that warm, comforting cup of freshly brewed herbal tea.

Photo by Maria Gloss

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BEAUTY bravehearts. Beaute Industrie || Issue 0

Cancer is a taboo subject in the treatment room. From the fear of upsetting their client, being unsure of what questions to ask or understandably, feelings of insecurity, therapists will often skirt over the topic in conversation. For Samantha Elliott, Founder of SEIR Beauty School, her mother’s recent cancer diagnosis sparked a drive to bridge the gap between an individual’s cancer diagnosis and the hair, skin and nail treatments they have access to. Like many of us, Samantha’s mother is the strongest woman she knows with the essence of resilience that feels simply invincible. Based in the UK, Samantha’s mother was given the news no person wants to hear with her daughter in Australia, unable to travel due to the global situation.

For many women that experience cancer, something as simple as a fresh manicure can strengthen their spirits and elevate their confidence. In Samantha’s mum’s case, she longed for a nurturing facial to ease her sensitised skin and skincare advice to navigate her post-radiation hypopigmentation and irritation. Unfortunately, finding information on skin treatments left her feeling confused and inevitably assuming she wasn’t allowed to be treated.

“To all daughters, their mums are the strongest women they know. Even though cancer is common, to find out "your" Mum has been diagnosed is dishevelling. The only thing that kept me going was that there was a plan! She had a nurse allocated for the next 5 years and a great treatment plan.”

This news solidified to Samantha that beauty therapy services were no longer a luxury but undoubtedly an extension of health and wellbeing, especially for women like her Mum. Our services need to be treated as such from the moment one is faced with the challenge of cancer. Advocating for more holistic patient support, Samantha wants to see information packs given to cancer patients that assist them in understanding the skin, hair and nail treatments they can access to aid self-care throughout their cancer treatment. We couldn’t agree more!

Despite being separated from her Mum throughout her treatment, her experience ignited not a want from women experiencing cancer, but a need. Drawing to her strengths as a therapist, educator and event-planning extraordinaire, Samantha got to work on crafting SEIR Beauty School’s newest workshop, Beauty Bravehearts. In collaboration with Frank Provost Hair Australia and The Cancer Council, Beauty Bravehearts unites women experiencing cancer treatments and invites them to rediscover their selfconfidence and navigate this next chapter with conviction. When asked what women can expect from the Beauty Bravehearts workshop, Samantha described the perfect synergy of empowering tools and resources with the pampering each guest undeniably deserves. “I'm so excited about this event at SEIR Beauty School, it’s a fun-filled day in a safe environment with women going through the same thing and it’s completely FREE. The workshop launches on May 4th, the week of Mother’s Day. We’d love to see our guests bring their daughters along to learn how they can support their Mum throughout this chapter.”

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They will be spoilt with many free treatments, drinks and canapés plus learn tips, tricks and techniques to look after their skin, nails, brows and lashes. They will learn how and what ingredients to use (and stay away from), tips on handling the changes of sensitive and sensitised skin, how to draw in brows and how to apply lashes.” Thanks to Samantha’s collaboration with Frank Provost, one of Australia’s leading Hair Salons, Beauty Bravehearts attendees will also learn how to manage the hair and scalp changes they may face as well as hairpiece styling for total head-to-toe confidence. Most importantly, Beauty Bravehearts welcomes a new support network of likeminded individuals that understand each other’s story like no other. A safe space for positive and uplifting conversations, Beauty Bravehearts tackles the once-taboo conversations and leaves its attendees feeling informed and empowered about the self-care choices they have.

As therapists, we know that the services we perform carry so much more than the treatment itself. It carries confidence, empowerment and despite whatever is happening beyond the treatment room, an undeniable nod to self-love. This should be no different for women experiencing cancer and through specialised consultation and treatments, our industry can be incredibly equipped to deliver it. Knowledge is power and together, our industry can combine our unwavering love for nurturing with informed and recognised training that supports clients undergoing cancer treatment. Samantha invites you to attend the Beauty Bravehearts Workshop, free of charge, on May 4th, 2021 to enhance your knowledge and be able to provide your own clients with invaluable insight. If you would like any more information on attending the free Beauty Bravehearts Workshop or SEIR Beauty School’s accredited courses on treating clients with life-limiting conditions, please visit seirbeautyschool.com

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COMMUNITYconversation Holding space for progressive and inclusive conversation, our Facebook Community produces thought-provoking and insightful delights into the lives and businesses of our community members. This month, we've been hosting the conversation on race, staff rooms essentials and recruitment of men in the beauty industry.

Following the recent Atlanta spa shootings in America fuelled by race discrimination, the #StopAsianHate movement came to life as people rallied in solidarity for people of Asian heritage. Melbourne nail salon, Super Rad Nail Sisters came to the party early Saturday morning with an Instagram graphic asking 'can everyone please stop using the term Asian Salons?', with a lengthy caption explaining the harmful prejudice attached to said term. As a support community for the professional beauty and aesthetic industry, our immediate action was to jump on board and support the movement, posting into our Facebook Group asking the same thing from our members. While the post gave voice to many Asian members of our community who stood up and said they felt hurt and victimised by the term, others could not see past their privilege, only adding further fuel to the fire when it came to the progressive conversation. The ask is simple, don't call out the race, call out the service. By making one small word change from 'asian salon' to 'express salon', the way our words impact the future of our landscape becomes more inclusive for all.

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A simple thing such as staffroom space and utilities are easy to forget about when you're mid design, fit out or build of your new space but that being said, your staffroom is probably the one space you should be paying the most attention to after all it's the staff who provide the services to the clients and without happy staff, we have unhappy clients! Asked anonymously for staffroom must-haves, chairs were at the top of the suggestion list, as commented by Tamara Reid. 'One thing you must have IMO are chairs. I’ve seen that many staff rooms without chairs and therapist sitting on floors during lunch breaks!'. With 8 comments mimicking the need for chairs, many added they too have worked in spaces without adequate staff seating or worse so, eating from product cupboards with only a microwave included! Other suggestions included kitchen area, basic appliances, sinks and white boards to write on for team value exercises and daily notices. If you have a staffroom or communal space that your team loves and utilises we would love for you to show us! Add your images to the group thread by searching for 'staff room' for everyone to see and take inspiration from.

After asking the question 'who would like to see more Male BT and who would employ them (in our industry)?' the general consensus is that our highly dominated female landscape needs sore more masculine energy. Given the staff shortage our industry is currently experiencing, more therapists, regardless of gender, should be a welcomed change to the closed treatment rooms and lengthy wait lists clients are currently experiencing. A resounding response from majority of community members shouting 'yesssss!' and 'absolutely!' was felt on the thread, while some business owners noted their services such as spray tanning, intimate waxing and massage might not lend themselves to the recruitment of male therapists. Others, while open to the idea of hiring male therapists showed some reservations in the perception of their clients. It's inevitable that while the future is female in many ways, in our industry, the future is predicted to be very much tailored to the male presence. What are your thoughts on hiring a male therapists in your space? Yea or nay?

ConsciouslyCURATED Six carefully selected products Team Beaute have trialled, tested and can attest to. Placed on a page through careful consideration of the products we are using, loving and holding space for in our bathroom cupboards.

1. 2.

1. Dermaenergy Cream Clean Cleanse 2. Synergie Skin Tridration B 3. Esmi Eye Delight Reflection Eye Cream 4. Mesoestetic Hydrotonic Mist 5. Aspect Minerals Liquid Foundation 6. Medik8 Sleep Glycolic Beaute Industrie || Issue 08

www.dermaenergy.com.au www.synergieskin.com www.esmi.com.au www.mesoestetic.com www.aspectskincare.com www.medik8.com.au Image captured by PicStudio

# T R E N D I N G

News & Noteworthy

Mukti launches a fragrance-free skincare regime for sensitive skin from own skin frustrations

Biologi's new Skin Bundles increase retail ability for therapists and clinics. Biologi, featured podcast guests this month and the brand renowned for its clean cosmeceutical skincare, recently introduced Skin Bundles, offering bespoke skincare packs to target specific skin concerns. Biologi Skin Bundles are a stunning range of curated boxes containing Biologi’s 100% bio-active undiluted products, carefully chosen for their compatibility and transformative power. The launching Biologi Skin Bundles are BHydrated and BBright, two of the ranges hero packs to take care of the most common skincare woes and increase retail ability and average basket size for clients when prescribed during the consultation and professional prescriptive treatment.

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Keeping in theme with their existing organic range, the Mukti Organics Calming Essentials capsule features 3 products that calm, soothe and nourish sensitive skin and target flushing, rosacea and dermal impairment. The Cleansing Balm, Calming Moisturiser and Rescue & Recover Serum have been carefully formulated to make skin more resilient and increase its protective mechanisms by combining a delicate balance of botanicals and plant oils – all of which contribute to rectifying underlying issues and rebalancing irritated skin whilst reducing redness.

Biologi Founder Makes World First Discovery

Boost Lab helps provide personalised skincare product advice and product recommendations in less than 1-minute! Australian cosmeceutical brand BOOST LAB recently launched its innovative Skin Advisor technology via its website: boostlabco.com giving consumers free personalised skincare advice and AI-driven product recommendations in less than one minute. The AIrecommendation engine uses expert algorithms and real-time information with more than 100 different metrics and 30,000 images of demographically representative people, coupled with the userinput information to determine an overall skin health ‘score’. BOOST LAB’s Skin Advisor tool was created in response to the growing demand for convenient and personalised skincare advice. The software now makes it easier to self select the right treatments, eliminating countless hours spent researching products or forming a regimen based on trial and error.

While all other surface disinfectants take up to 10-minutes or longer to kill COVID-19, with some surface sprays not killing the virus at all, the new Australian-developed disinfectant called ViroCLEAR has a unique, non-toxic, non-irritant and alcohol-free formula that kills germs, bacteria and COVID-19 seven times faster than other products on the market, helping complement the rollout of COVID-19 vaccines. ViroCLEAR kills COVID-19 within 90 seconds and will be made available as both a surface disinfectant and hand sanitiser to 5.5 million Australians in schools, universities, aged care homes and hospitality venues as a priority through March, before sufficient supplies are available to the broader community as early as the end of the month. ViroCLEAR is the first COVID-19 disinfectant in the world that can combine the three elements of speed, non-toxicity and adaptability to be used on both surfaces and the skin. “It is safe, quick, low-irritant and non-drying which is particularly important for those sanitising their hands many times a day" says Ross MacDougald.

Introducing Enlighten Plus Under-Eye Concealer from Jane Iredale This newly launched vegan silky, full-coverage concealer is formulated to brighten and visibly reduce the appearance of puffiness, as well as with routine use, it can reduce the appearance of under-eye circles. The cleverly designed applicator contours to the eye for smooth application free from heavily handed pressures of client fingers, and it has medium-to-full coverage with no caking or creasing. Protecting against UV damage with SPF 20 or SPF 30 broadspectrum sun protection, we are introduced to Persian silk tree extract and probiotic ferments helping to slow the free radical production caused by sun exposure.

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BTL Aesthetics finds a perfect partnership in Eden Laser Clinics Eden Laser Clinics have secured exclusive rights to launch the new BTL Aesthetics EMBODY™ device into their chain of clinics across Sydney. This ground-breaking deal will see Eden as BTL EMBODY™'s sole provider not only in Australia but globally. "We are extremely excited that Eden Laser Clinics will be the first in the world to be able to offer BTL EMBODY™ to our clients. It is a great way for us to move into the 'body arena' with the exclusive launch of EMBODY™ and EMTONE®. We have chosen BTL Aesthetics because we want the best treatments available to our clients and BTL's technology is proven to work. The choice has been an easy one, something that we know our clients at Eden Laser Clinics are looking for," said Farshad Kazazi, Eden Laser Clinic Founder.

# C O M M U N I T Y

On The Record.

This month on the Beaute Industrie Podcast, startup to stardome with niche businesses; spa, nail & cosmetic tattoo.

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David Alpert, Managing Director & Co Founder of Advanced Nutrition Programme David has over 30-years of experience in the professional skincare industry and pioneered the launch of Advanced Nutrition Programme™ in 2006. Additionally, he is a passionate marine photographer and advocates for more sustainable business practice in the professional aesthetic industry. Appalled by the evidential damage to the marine ecosystem, David took the decision to re-brand the Advanced Nutrition Programme™ range and introduce 100% environmentally friendly, recycled and recyclable paper-based packaging in 2017 - a pioneering approach at the time. In our conversation, you’ll hear why David insists on plant-based and full traceability of ingredients, purified fish oils and heavily invests in building a sophisticated climate-controlled packaging environment to ensure the highest quality control of products within the range.

Behind Biologi with Ross & Lucy Macdougald Ross is an experienced industry chemist whose mission is to prove through science that ‘natural’ and ‘organic’ not only work but are better than synthetic man-made chemicals and in following that mission, has developed over 300 products and formulated active ingredients for some of the largest and most well known cosmetic companies. Lucy oversees the day-to-day operations of Biologi while maintaining her passion for ethical skincare and educating consumers on skincare solutions. As a qualified, experienced and passionate dermal specialist, Lucy deals directly with customers and clinics advising them how to address individual skin concerns for their skin type. Both Ross and Lucy were a delight with their time and generosity during this conversation as we deep dive into the notion behind clean science, what it means to be a pioneer in an already existing and comfortable industry space and the challenges that come with that along the way.

Live Panel: Elevating Women in Business - A Leadership Panel from Beauty Expo Online 2021 Kicking off Beauty Expo 2021 with Online Education Sessions, join the panel of Beauty Experts Tamara Reid, Gay Wardle, Sarah Hudson, Sharon Blaine and MC Jazz Pampling as they cover being the boss of your business – what does it mean for our panellists? What challenges did our panellists have to overcome in order to reach and maintain their success? What would they do differently now? A conversation of challenges, heights, success and everything in between seeded with invaluable advice only these women can share through their lived experiences.

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